datadriven.design bailey robbins | kate hickey data driven design academy€¦ · facebook...

Data Driven Design AcademyCourse 1: Crafting a Content Creation Playbook to Improve SEO

This will be a workshop - please log on to our Wifi: Riverside Station Password: 1530riverside

Bailey Robbins | Kate Hickey

datadriven.design

ABOUT US200+ Websites Built10+ Years of Experience6 full-time employees in Spring Hill & Nashville

Web Design | Mobile ResponsiveDigital Marketing | Search Engine OptimizationContent Creation | Social Media ManagementLead Generation | Web Analytics Tracking

www.datadriven.design

WHO WE WORK WITHSmall to Mid-Size BusinessesStart-upsEnterprise Level CompaniesWe support agencies who don’t staff for what we do


TODAY’S LEARNING TARGETS:1. Use data to understand your target audience2. Understand social media algorithms & effective use of

hashtags3. Differentiate posts to engage users4. Create effective content with user friendly resources5. Build an editorial content calendar6. Facebook “boosted” posts to reach your target audience7. Local SEO must dos (Time Permitting)


FACEBOOK Marketing: Lowest Cost Per AttentionCost Per Consumer Attention (Social Media is 1000x more efficient than radio; 2000x more efficient than TV)


1. Use Data to Understand Your Target Audience


Get to know the people who matter to your business, so you can understand what matters to them. Learn about their locations, interests and behaviors, so you can create messages that will help your business grow.

1. Use Data to Understand Your Target Audience


LET’S TRY IT. BREAK OUT YOUR BUSINESS MANAGER.


2. Understanding the Facebook Algorithm“The more engagement a user has with a piece of content, the stronger EdgeRank believes that the users interest will be in similar content and it filters that person’s content accordingly”

“EdgeRank makes sure that a user who often likes or comments on a friends photos, but who ignores that friend’s plain status updates, will see more of that friends photos but fewer of his status updates. Every engagement, whether between friends or between users and brands, strengthens their connection and the likelihood that EdgeRank will push appropriate content from those friends and brands to the top of a user’s newsfeed.”


2. Break through the FB algorithm: Provide Value to ReadersThink about yourself on social media.

When do you ever click on something??

- When you’re entertained

- Inspired

- Sharing important Info.

Why should you post something that’s

not directly about business? Because it

can’t be all about YOU - it has to keep

your audience interested and engaged.


Entertain

Inform

Interact

Sell

3. 5 Ways to Visually Differentiate Posts and Engage Users I. Photo Carrousels

II. Videos: Live & BoomerangIII. BlogsIV. ArticlesV. Infographics


Videos: FB Live and Boomerang ● Surprise a customer● Tour your offices/process● “Boomerang” anything!● Give a weekly tip● Highlight an employee● Customer of the week

Social media now allows us to extend our customer service beyond our brick and mortar. How will you use that opportunity?


If you want to talk to people

while they consume their

entertainment - you need to BE

their entertainment

Infographics www.datadriven.design

Interactions = Engagement - Ask what you want to reader to do Questions to readers:

Do you think...

Post a picture of your favorite...

Article with postable results

Polls (share if ____, like if ____)

Tag someone who...


Long form blogging within Facebook posts:

One average, it drives 3x more engagement and it’s visually cleaner.

When you copy and paste your link. - the engagement is often weaker and the aesthetic appears dated.


Interactions are Everything. Get Personal. Specifically ask your followers what you want them to do: Do you like our new? Why?

Tell us a story about...

Which of our employees do you think deserves…

What’s your favorite thing about...

Tell us your favorite...


Entertaining: Engaging: Personal:

Entertaining ideas with an ask:www.datadriven.design

Tag an army wife. We salute you. You’re going to LOL. Anyone brave enough to tell about a choir fail?!

Hashtags on FBHow many is too many?

- Posts with 1 or 2 hashtags averaged 593 interactions - Posts with 3 to 5 hashtags averaged 416 interactions - Posts with 6 to 10 hashtags averaged 307 interactions - Posts with more than 10 hashtags averaged 188 interactions

Please don’t #dothis it’s annoying and hard #toread. Put hashtags at the end. #yourwelcome #likethis

When appropriately used they can only help break through “EdgeRank” and extend your content reach.


Hashtags on FBYou can’t go wrong by using a hashtag:

If your audience isn't socially savvy they just skip over them (unless you use too many), but by using them, someone who is deep into social may find your post as they search and scroll through hashtags.

Cross-promotion and Branding:

Hashtags will allow your pages to be easily linked and makes monitoring social conversations seamless and trackable. Moreover, you are creating a HomePage brand and feel

Practical

You can organize your posts within your social. Innovate Medical can use this XXX


If you’re not adding value

5. Building an Editorial Content Calendar- House a running list of great ideas, in house events, and holidays- Build out content for the week/month- Add colleagues to your calendar for help and fresh ideas- Ensure that posts are differentiated (video, blogs, entertaining, informative,etc)- Spin old content in new ways or for a different audience- Organize audience reach and archive links


Content Formula www.datadriven.design

Research PublishPlan

Scheduling Posts: Buffer (free resource)www.datadriven.design

Using Medium as a Platformwww.datadriven.design

Using Medium as a Platformwww.datadriven.design

There is a community here. According to CNN, Medium gets

25-30 million monthly visitors

6. Facebook Boosted Postswww.datadriven.design

Boosted Posts are almost becoming essential if you want eyeballs on your posts. Why? Because FB is tired of giving away it’s platform for free. They’ve figured us marketers out and they’re protecting their users.

Boosted posts are great for targeting your audience using:

- Gender- Age- Geolocation- Interests


Interests:

Use Facebook’s “suggestions” and think about the interests of the the users you want to target based on your “Audience Insights” mentioned before.


Female coffee lovers between the ages of 18 and 40 who have kids that play sports within 15 miles of Nashville on Thurs. night at 4:21pm who are likely headed to practice to get their kid and need a caffeine pick-me-up.

6. Facebook Boosted Posts www.datadriven.design

Set up FB Account Manager and then set your budget: Choose specific dates for your ad to run. This will allow you to take a break from daily postings as well as reach a specified audience.

6. Facebook Boosted Posts www.datadriven.design

Boost to your own followers:

This is great for sales or promos that you want to give away to your exclusive “inner circle”

You could also boost to your followers to encourage them to tag or share content and incentivise them for doing so.

6. Facebook Boosted Posts: Results

Recommended Strategy:

- Start putting money behind every single organic post- Reuse “Audience Lists” - Review the analytics and see what worked


In short:- Facebook cares about the user experience - not the

marketers.

- Think like a user AND a marketer.

- If no one interacts with you - no one will see your content. You can have 7,900 followers and page likes but what does your individual POST generate?


Resources:- Boomerang App: for making 2-4 second fun videos- Pexels.com: stock video and pictures website- Phonto: mobile app for adding text over pictures- Canva.com: for creating posts and infographics- Medium.com : blogging platform- Facebook Audience Insights: for understanding your FB

followers- Buffer.com: for posting to multiple social media sites- Hootsuite.com: for posting to multiple social media

platforms but costs where Buffer is free.- Pinterest.com: fun memes and infographics


How to Get “Unstuck”:

1) Give anyone (internal or external) a shoutout2) Stalk others and share their posts!3) Everything can’t be “on brand” - you’ll be ignored - so steal4) Screen shot your website5) Research local Instagram influencers and direct message

them to try your product6) Find a follower and thank them with a gift - take a picture of

course.7) Document over create!


Backing this up with Data:

- Facebook: When you increase post frequency by 3x, you will increase post engagement and reach by 200% or more.

- Instagram: When you post 1-3 times per day, using 5+ hashtags in each post, and spend time liking comments on other people’s posts, you will grow your follower count by 50+ per week.


ANY QUESTIONS?LEARNING TARGETS:

1. Use data to understand your target audience2. Understand social media algorithms & effective use of

hashtags3. Differentiate posts to engage users4. Create effective content with user friendly resources5. Build an editorial content calendar6. Facebook “boosted” posts to reach your target audience7. Local SEO must do’s


MUST-DOS IN LOCAL SEO-Local Business Directory Listings

-Google My Business Verification

-Review Generation Strategy


LOCAL BUSINESS DIRECTORY LISTINGS- 34x increase in “Near Me” searches since 2011 - 4 in 5 local mobile searches result in a purchase- 55% of conversions occur within 1 hour of initial mobile search- 93% of sales still occur in person- 40% of in-person purchases include online research- 76% of purchasing decisions are made in-person & locally- Today’s mobile revolution is about more than the newest smartphone and the

next big app.- It’s about leveraging these technologies to make it easy for your customers to

find you online and visit your location(s).


THE CHALLENGE: MANAGING LOCATION DATA


THE SOLUTION: MANAGING LOCATION DATA• Lock & control your business listing(s) across the biggest names like Google, Apple, Bing, Facebook,

Yahoo!, Yelp and 60+ more leading maps, apps, search engines, and social networks.• Verify Google My Business Listings for all stores.• Your business need to be connected with all these apps, maps, search engines, directories, and more in

order for mobile consumers to easily find and visit your locations.• Integrated Technology with online sites and directories means that you’re in complete control of the

information displayed to your customers online. What we put into the platform is exactly what your customers see and cannot be overwritten by anyone but you.

• Duplicate Suppression will solve SEO-damaging duplicate listings and keep them from reappearing.• Real-Time Updates means that your business information will be 100% up-to-date all time time – no

delays.


THE SOLUTION: MANAGING LOCATION DATA


LOCAL BUSINESS DIRECTORY LISTINGS


WHEN YOU MAKE A SEARCH...


REVIEW GENERATION STRATEGY


Recommended Resources For Designing Posts: canva.com or Phonto (app for mobile only)

For Scheduling Posts: Facebook.com Schedule Posts Tool

Medium for Blogging

Buffer for turn key tool to post to all social media

Our next Data Driven Academy: Oct. 5 “Deploying Digital Media” Hope to see you there!

datadriven.design bailey robbins | kate hickey data driven design academy€¦ · facebook...

Documents