When it comes to engaging with your audience and writing content for social media platforms, success or failure will come down to exactly what content you are using on specific social media sites. What works on one may not necessarily work on the other and you will find that there are many nuances which once learnt will improve your engagement with your audience on social media.
While not an exhaustive list, this is going to help you get a feel for where your focus should be when writing content for social media audiences.
Top Tips for Social Media Content
Understand how to engage with your target audience: Ignoring the different platforms for a moment, you have to know who you’re talking to. Who is your target audience and what kind of language do they use? Are they hashtag lovers? Do they enjoy emojis? What kind of things do they find funny? Get familiar with who you are talking to and use the right techniques to reach them so that your posts are successful.
Use the right tools for the right platform: The literary tools you are using on social media platforms will define what you post and determine whether you reach your audience or not. Gone are the days when you could just copy and paste the same post to each platform. Twitter focuses on short one-liners, whereas Instagram relies on images and hashtags. Facebook does a blend, and so on. Understand your platform and what your audience expects so you give them what they want.
Keep it short and sweet: No one wants to read anything long. It’s the honest truth. To keep the reader’s attention, keep it focused on the main topic, and condense it as much as you can. Still have characters left over you want to fill? Don’t! If you have a long post, readers will just skim it. Keep it on-topic and link to the longer post where they can jump to read the whole thing.
While staying on-topic, get vulnerable: Social media users don’t want stilted marketing content. When writing content for social media sites, don’t be afraid to get a little informal. Don’t use a script if you make a video. Just focus on certain talking points. Post bloopers for extra credit. In an image, don’t go for the formal pose, have a little fun with it! Show your readers that you’re human instead of a machine and it’ll mean better engagement.
Learn from your own mistakes (and your competition): You’ll make mistakes at certain points. If it’s a post that reads the wrong way and insults people, learn from it and make sure you don’t do it again. If it’s a poorly performing post, use your analytics to understand why and, again, avoid it. Then, check out your competition and see what you can learn from them also.
Always add a “call-to-action”: While content on social media sites is for engaging and reacting, don’t forget that call to action (CTA)! Maybe it’s a product you’re promoting or a landing page or a blog post. Put it in at the end and watch those conversions roll in.
Social media is a powerful tool for companies and professionals, but there is a serious art in making sure that you are using it correctly.
When creating those first shaky posts make sure you are going about it the right way and learn from your mistakes and as you continue to improve your processes you will ensure your content is so much better and future so much brighter.
Webro Solutions is a full-service web design and development agency that understand and appreciate the value of social media marketing. We invite potential clients to contact us today to discuss professional social media marketing services and see how we can help you take your business to the next level.
Contrary to popular belief, with a large array of tools available, it is not difficult to check website load speed. Nor is it that difficult to make a few small adjustments which can improve website load speed significantly and may well be all that is required to get the bounce rate down. If your business is online, load speed is crucial.
What is a Good Loading Speed?
If your site loads in 3 seconds or less, that’s acceptable. Anything beyond 3 seconds causes the bounce rate to climb up sharply. If loading speed is more than 5 seconds the bounce rate goes through the roof. Those potential customers visiting are no longer potential, they are long gone.
Visitors to slow websites react the same way as customers do when standing in a long queue. They do not like it and if it is a regular occurrence they will take their business elsewhere. So if you’re getting a reasonable amount of traffic but visitors are not spending much time on your site, it’s quite possible it could be due to slow loading speed. If bounce rate is high and conversions low, the first port of call is to check your website load speed.
How to Measure Load Speed
Page load time and time to first byte i.e. (TTFB) are two different metrics used to measure load speed.
Page load time is what matters to the visitor and as mentioned previously should be less than 3 seconds. It is the time it takes for a user’s browser to download and serve up the entire web page and is all important when considering ease of use and overall user experience.
In contrast TTFB measures the time it takes for a user’s browser to receive the first byte from the server after submitting a URL request to it. Server response time does not mean much to users but if the metric is 500 milliseconds or more, it is time to speak to your host or engage the professionals as it may well be a server side issue.
There are several free tools that not only measure page load time and TTFB but also identify hidden performance issues and offer valuable insight to the all-important, how to speed up a website question.
Below are a few tools available to measure and improve website load speed
Google PageSpeed Insights
This free tool will tell you current performance and will also offer advanced tips based on latest ‘industry best practice’ for enhancing site performance and improve website load speed.
Unlike other tools, Google PageSpeed provides a report for both desktop and the mobile version of websites.
The tool will score your website on a scale of 1 to 100, with 100 being the peak.
A score of 85 and above is quite acceptable and you can congratulate yourself. All is OK in Kansas.
Paste your site’s URL into the search field, select the server location and browser and then hit START TEST button.
This free, open-source tool captures a number of useful metrics and catalogues and displays them in different tables and charts to help you spot performance delays and increase website speed.
When you enter your URL into the server speed checker, the tool does 4 things:
Checks the URL for a valid domain.
Then checks the DNS of the URL which tells our tool where your server is located.
Takes a screenshot of your website so you can visually verify if it is testing the correct site.
Finally 10 nodes will synchronously ping your site, measuring how long it takes for your server to respond to the requests from around the world. This simulates 10 different people from all parts of the globe accessing your website at the same time.
Pingdom is one of the more popular website monitoring services today.
Just like WebPage Test it allows users to select the location from where they want to run the test. Pingdom covers all the main aspects of page speed and displays information in a neat, compact way. Compared with the first three tools, results are not as comprehensive.
Below are a few easy steps to improve website load speed.
1. GZIP Compression
Most hosts and web browsers support GZIP compression. It can substantially reduce the size of text files including HTML and CSS. GZIP temporarily replaces strings of repeat code and white space in HTML and CSS files reducing their load size in an instant. Some studies suggest GZIP compression reduces load time by almost 70%.
If your site is WordPress all users need to do is install W3 Total Cache plugin and follow the steps below.
Navigate to SETTINGS page of W3 Total Cache
Click BROWSER CACHE
Select ENABLE HTTP COMPRESSION
If your site is not WordPress you can enable GZIP compression by adding code into your .htaccess file. Google “your host” with text “enable GZIP” and you will most likely find the relevant code online. If not please contact your hosting provider.
2. Compress Images
There are many free tools online which will compress images. Image files are generally quite large and can seriously slow loading speed. Having a lot of uncompressed images on your site will hinder any chance of achieving substantial page speed optimisation so every image should be compressed. Most tools will reduce size of file without losing too much detail visible to the naked eye. Compressing images speeds up loading substantially so do not ignore this fix.
There is a vast array of free plugins to compress images for WordPress and many other tools to compress images directly online. Some of which include GIMP, ImageOptimizer and Compressor. Most offer the option of compression and tailoring the image dimension which make them a handy one stop shop if you have a lot of images to prepare.
3. Content Delivery Networks – Speed and Security
Putting all your eggs into one basket has never been best practice so utilising a Content Delivery Networks mitigates the risk of your website having load speed issues due to distance from server or high traffic. Load times increase for all users when sites receive a large amount of traffic and most servers have limited resources. Content Delivery Networks assist servers when handling a high volume of requests and also negate any load speed issues related to visitors further away from the actual server location.
Servers take the same time to process requests from users but responses take longer to reach viewers farther away because the information has to travel a greater distance. When you utilise a CDN a cache of your sites static content is stored on different servers spread across the world and when a user makes a HTTP request to view it, the CDN server that is closest physically handles the request. The laws of physics still apply but the tyranny of distance is no longer an issue if wanting to improve website load speed.
CloudFlare is probably the most popular Content Delivery Networks on the planet but there are many other worthy options also available.
4. Trim the Fat and Remove Useless Files and Plugins
Whatever your site is built in, or on, delete anything and everything that your site does not require to function. Every single folder, file, plug-in etc. on your site increases the load on your database. Whenever a HTTP page is requested it checks the database for information. Processing these database queries takes up time and resources. Trim the fat and limit the likelihood of database bloat to improve website load speed.
5. IMPORTANT: Use a Good Host
When choosing a host it is a good idea to Google “hosting reviews” as all hosts are not created equal. All have their pros and cons but some are significantly better than others. Selecting the right host is of paramount importance, particularly when you consider from where your server will be located relative to the target audience. As mentioned previously server response time can vary a great deal and from one host to another.
If your website is WordPress minification is much easier due to the many plug-ins available such as WP Rocket, designed to achieve the same result.
Please Note: Make sure you back up all files beforehand so you can restore your site if anything goes wrong.
If you want your site to be fast there is no more important process than caching. Generally caching falls into three categories: site caching, server caching and browser caching. All three by their title are self explanatory but all quite different. When all three versions are executed correctly they can increase load speed significantly.
If your site is custom-coded it is best to find a host that has server-side caching enabled. In WordPress there are also caching options and plug-ins which can perform page caching, database caching, object caching and opcode caching.
Page Caching: Pages are saved as HTML files in server’s local storage and served from the cache when visitors visit your website.
Database Caching: Database caching saves the results of queries in local storage for faster query result generation.
Object Caching: Is an internal API built into WordPress for caching complex data queries which are computationally expensive to regenerate.
Opcode Caching: Saves compiled PHP code between requests for the compiler to use. Speeds up the process generating executable code for the web server to execute.
Ultimately all forms of caching stores pages, code and script in the cache memory enabling your server to send a URL at a much faster pace to a browser after it has already been delivered once.
Webro Solutions understand absolutely load speed is crucial. Analysing and developing a strategy to ensure your website loads correctly and user experience is as optimal as possible makes good business sense. Please contact us today to discuss professional website optimisation services and what we can do to speed up your site.
Digital marketing is a broad term used to explain marketing that uses digital platforms to reach consumers. Experts believe digital marketing is different from traditional marketing and it is. Connecting with customers directly via social media accounts, mobile phones, in a video game or via an app. is a definite advantage when compared to traditional media but only if the offer is relevant at the time.
As you may already be aware, the internet is not an easy space to operate in. Digital channels are multiplying rapidly and marketers have to keep pace with technology and how platforms work. Knowing how to target clients directly on the various platforms is vitally important. In addition, it’s becoming increasingly difficult to capture consumers attention due to competing ads. Digital marketers may also find it difficult to drill down vast amounts of data when constructing future marketing campaigns.
Timing is Everything
As the saying goes, timing is everything and if digital marketers can get it right the website owner is half way there. Determining what platforms to use and what demographic to specifically target is crucial. Plus one has to factor the campaign cost and what the likely return on investment (ROI) will be. To construct a successful digital marketing campaign the best advice is always research, research, research.
Main Types of Digital Marketing
Content marketing in a broad sense is the main part of digital marketing activity. Quality content should be at the core of every campaign. Content should be valuable relevant, consistent and actionable. The ultimate objective is to drive a profitable customer action through the promotion of content on social media, email marketing or even PPC campaigns. Content marketing includes blogs, e-books, info-graphics, podcasts and webinars. Campaigns need to be engaging with a call to action, encouraging the target audience to seek and consume.
Pay-Per-Click (PPC) Marketing
PPC marketing provides the ability to reach consumers on a number of digital platforms through paid search ads. When a consumer clicks on an ad they are then directed to a product or service. Platforms used include Google, Twitter, LinkedIn, Pinterest, or Facebook and show ads to visitors searching for related items. The beauty of PPC advertising is a digital marketer can drill down to find specific demographics and target them accordingly.
Email marketing is one of the most popular and effective digital marketing channels available. Having a website which curates an email list is vital and provides the opportunity to communicate directly with interested and potential customers. Email marketing is the best method to build a meaningful and productive relationship with a consumer but treat it with respect and do not abuse. Spammy links will send clients running for the hills. Use email marketing only when it offers customers a meaningful interaction with your brand.
Social Media Marketing (SMM)
Social Media Marketing has a similar structure to PPC Marketing but is far more nuanced. SMM is more about listening to what customers have to say, as opposed to telling customers what you have to offer. Engaging in conversations with users and sharing valuable content on various social media platforms can increase exposure of your brand and drive significant traffic to your website. It is a weapon if used correctly and great to have in a website owner or digital marketer’s tool kit.
Webro Solutions is a full-service web design and development agency that understand and appreciate the value of digital marketing. We invite potential clients to contact us today to discuss professional digital marketing services and see how we can help you take your business to the next level.
Whether you run an online drop-shipping store or an e-learning education platform one of the best things you can do is create a content strategy. Above all and most importantly quality content is key. It is the main reason people access the internet. They are looking for answers and it is your job to provide them.
Understanding your Audience and Industry Better
A documented content strategy begins with research. First and foremost creating a customer profile is key. Next step is to work out how best to present your company’s products to the relevant audience and how they may respond.
Once you have established your target market try to understand what they search for and carry out an analysis to find long-tail keywords. They are diamonds in the rough and can be filed away for future content marketing and promotion purposes
Whilst creating a detailed content strategy you may learn that the demographic you thought you were marketing to is not where your focus should be. Trying to please everyone limits your ability to target and engage with real potential customers. Your original perception of the industry may also change and find there are more competitors than first thought. Standing out from the crowd by establishing a point of difference is a huge advantage. Importantly, you may even find gaps in the market that you didn’t know existed. These gaps can offer major opportunities. As they say, knowledge is power and now you have it you can use it to take your business to new heights.
Creating an Actionable and Detailed Content Strategy
Creating a detailed content strategy will ensure every single line of text, image and content displayed is strategically placed, symbiotic with each other and totally thought through. It’s not an exact science and cannot be measured but the science of creating actionable and engaging copy is real. If you want copy and content to pay off long-term, you need to know exactly who you’re marketing to and how to do it effectively which is where a content strategy comes into play.
By design, having a content strategy also holds you accountable for following it through. It enables everyone within your organisation to quickly assess what content is appropriate and what you are trying to achieve. The process of creating it will allow you to document and retain detailed information about your business, who you are marketing to and why and provide valuable insight into competitors and the industry you are in.
Quality content is crucial. Creating a documented and detailed content strategy will ensure everything posted on your site is relevant and focused. Content aimed directly at your target audience. It will enhance your brand, improve your web presence and provide a solid base to grow your online business.
Webro Solutions is a full-service web design and development agency that understand and appreciate the value of great copy and content.
Contact us today to find out how professional content and copy writers can help improve your business and increase traffic to your site.
When creating a website all aspects of web design must be considered. The content needs to bring truth to the design and set a visual tone. A well-constructed, beautifully designed and user-friendly website is an essential factor for converting visitor to customers.
Understanding what platform to use to best present the service and products is obviously important. Many with website experience realise that engaging a professional for web design is the logical thing to do.
Below are a few specific aspects of web design crucial in your quest for online success:
Load Speed – A website designer must ensure that end users are never held up when trying to visit a site.
Site Speed – Fast access to content and information will help build a brand and reputation and grow the customer base exponentially due to increased rankings in search engines.
Colour Palette – I can 100% guarantee colour has an enormous impact. Selecting an appropriate colour pallete is crucial. When considering what colours to use it’s a great idea to check out competitors. Check within the space to gauge whether a specific line of business uses a common colour palette. That’s not to say a unique colour palette is not a great idea but a web design agency should be across every detail when designing a website. In a nutshell all colours used must complement each other and convey a message.
Positioning and Alignment – Positioning and alignment of content and menus is crucial. Previous success and knowing what works is a sound platform. Understanding human nature can also impact choices. Regardless of how one gets there, having a correct flow of menus, content, articles and information will allow for free movement and engagement when users access your website.
Navigation and Menus – You need a site that is fast to navigate. When visitors log on to your website, it should take as little time possible to load. If it takes too much time due to flawed infrastructure or heavy traffic, users may decide to never use your site again.
Site Exploration and Interaction – The site must be entirely trouble-free. It should contain well structured menus and sub-menus for visitors to explore. In instances where visitors are unable to find what they are searching for they will log off. As a designer, always provide alternative options such as a search field or links to provide further access.
Functionality and Usability – Ease of use is another fundamental aspect of web design. The landing page itself needs to be totally appealing and entirely reveal the purpose of the website. It needs to be divided into sub-pages and structurally correct. Encourage the user to look for information directly and not begrudge doing so.
Browser Friendly – The design of the website should be browser friendly and responsive to all media including large screens, desktop, ipads etc. and mobile devices. All versions should have a fluent form, complimentary to the main site and render correctly in all devices.
Web Content – What is written on the page speaks volumes about your brand. The content of your website needs to bring truth to the design and set a visual tone. Be realistic and appropriate and explain the product or service. A good website can only be as good as the information put in.
Last but not least, ensure content and structure of a website is accessible to search engines.
Webro Solutions is a full-service web design and development agency that understand and appreciate the value of “choice”. A choice between an entry level out of the box website or the opportunity to own a bespoke website with appropriate customisation. Contact us today for further information.