Difference Between Inbound And Outbound Marketing

Difference between inbound and outbound marketing

It is commonly said that today is the age of inbound marketing, but what does that truly mean? Inbound and outbound marketing aren’t just some jargon phrases that marketers use to sound smarter. They represent two opposite strategies of finding and approaching your potential customers, and to choose which of them suits better your marketing needs, you must understand how they differ.

Outbound marketing

Outbound marketing is what we call “traditional marketing”, or simply just “marketing”. In a nutshell, it is a marketing strategy where a company initiates the conversation with potential customers using different kinds of mediums. The most common are TV and radio ads, posters, billboards, telemarketing, and newspaper and magazine ads.

Outbound marketing was very efficient for decades and brought success to the multitudes of companies. However, as the years went by, people became more and more irritated with unwanted cold-calls, TV commercials that interrupt their movie nights and dozens of brochures and pamphlets jumping out of their mailboxes every day. We all hate them, but they’re tough to avoid. You, too, know that frustrating feeling, don’t you?

So, what happened is this: people simply started ignoring those ads. This caused a major shift in the entire concept of how marketing works, and inbound was born.

Inbound marketing

Inbound marketing (a term coined by a HubSpot’s co-founder Brian Halligan in 2005) is the new marketing concept the goal which is not to bother your audiences, but to let them find you themselves. Instead of being pushy and interruptive, inbound marketers aim to offer value to their potential clients, help them with their needs, and in that manner attract them to their products or services.

The most common inbound tactics are content marketing, Search Engine Optimization (SEO) and SEO copywriting, social media, and influencer marketing.

Let’s dig in some deeper.

Major differences between inbound and outbound marketing

1. What marketers need vs. what customers need

Traditional marketing is very marketer-centric. It focuses on chasing customers whether they like it or not. It is commercial and salesy. On the other hand, inbound marketing puts customers first. It lets them approach first, when and how it best suits them. Inbound aims at getting found by the customer, not the other way around.

This difference between inbound and outbound marketing reflects best in their goals. While outbound seeks only to sell, inbound seeks to educate, entertain, and add value. It aims at attracting prospects with relevant information, answering their questions, and helping them solve their problems. Once the rapport is built, the next step is to turn them into a regular customer and brand advocate.

Difference between inbound and outbound marketing
Photo credit: Business2Community

2. One-way vs. interactive conversations

First and foremost, the outbound methodology is focused on the product. Content that is used in outbound is there to present the product or service and highlight its features and advantages. Honestly, it’s not talking to the audience, it’s more like talking at the audience.

Conversely, inbound makes use of interactive content to find out more about prospects and build trust. It tries to engage the audience and includes them in the whole process. Social listening and monitoring are important aspects of inbound as well, as an inbound marketer will adapt their campaign according to their prospects’ needs and habits. If done properly, the audience won’t even notice there’s a sales pitch hidden underneath it all.

Inbound and outbound differ in one more conversational aspect, and that is the style. Outbound messages are sent to massive audiences and usually use plural pronouns. On the other hand, inbound is far more personal and uses a lot of I’s and you’s. It is more sincere and looks to build long-lasting relationships with clients.

Take a look at some of the newsletter emails in your inbox. For some of them, you can probably clearly tell that they were sent to thousands of people, as they lack personality and focus on the company. Those emails are an example of outbound marketing. On the contrary, you can recognize inbound emails because they use your first name and talk mostly about you and how they can help you.

3. General audience vs. targeted audience

Outbound messages usually reach the general public, regardless of whether the recipients are actually interested in the topic or not. It pushes everybody and hopes that someone will like the product.

Inbound, on the other hand, is very targeted. Inbound marketers first get to know their potential customers well, they study their habits and preferences, and based on that research, they create campaign. Yes, the scope is much more limited compared to outbound, but the impact is significantly greater.

Social media networks recognized this targeting potential and responded with multitudes of features, such as lookalike audiences and retargeting.

4. Big budget vs. time and effort

Their approach to the audience is not the only difference between inbound and outbound marketing. Namely, they require different kinds of resources.

Let me say this straight: outbound marketing is quite pricey. TV and radio ads, billboards, event – marketers must plan and allocate their resources smartly in order to afford the best placements.

Inbound, however, is far cheaper. Creating content, communicating with prospects and customers, and using features like Facebook Ads in an inbound manner are as effective as traditional marketing, and yet more affordable. Actually, according to Hubspot research, inbound leads cost 61% less than outbound!

On the other hand, the inbound method requires much more time and effort. It includes lots of research, analysis, social listening and monitoring, and constant presence online. It also takes time to write effective content that will convert your prospects or nudge them down the sales funnel. Also, while it’s long-term results are superior to the outbound, it’s short-term effectiveness is hard to measure. It takes time to assess the real success of any inbound campaign.

5. Lack of data vs. detailed analysis

Its analytics options are a great advantage that inbound has over outbound. When it comes to outbound, yes, you can measure the total results, but there is no way for you to know whether it was your TV ad or a billboard that converted your new customers.

Difference between inbound and outbound marketing - analytics
Inbound offers better analytics options

As inbound is mostly based in the digital world, it has myriads of analytics options. Inbound marketers will analyse metrics such as the sources of their website visitors, their behaviour on the page and follow the trends. Accordingly, they will adapt the campaign or allocate more resources to the most effective sources or strategies.

Furthermore, if you don’t see any progress in your campaign, it’s easier to identify the problem for inbound than outbound.

Why you need to use the inbound method in 2019

Now that we’ve covered the main differences between inbound and outbound marketing, let’s see what this means for you.

Outbound marketing did its job well in the past. However, it’s time is over. As today we have a greater control of which information we receive. it’s become easier to ignore anything we find uninteresting.

On the other hand, customers respect the inbound marketing process that doesn’t push but pulls them magnetically instead. This way, they get the information they want and need, when they want to, and in their preferred format. This approach will attract them to your website, help you build a relationship with them, engage them and convert them into loyal customers and brand promoters.

So it all adds up to this: inbound marketing is mutually beneficial, to both the company and the customers.

Difference between inbound and outbound marketing

LinkedIn for Business – How to Make Your Account Successful

Linkedin for Business

At first, it was used to search for jobs and employees. Then, it became known as “Facebook for professionals”. Today, with over 575 million users, LinkedIn is a platform that has become indispensable for any business. Using LinkedIn for business will help you drive traffic, raise awareness and generate leads.

Still not sure if you want to spend money and effort on building a LinkedIn account?

Here’s a fact for you: according to research conducted by Hubspot, LinkedIn is the most efficient social media platform for generating leads – it is 277% more effective than Facebook and Twitter.

Linkedin lead generation
Lead generation – Source: Hubspot

Now that you understand the value of using LinkedIn to promote your business, it’s time to start working on your profile.

Creating an effective profile

Just like with all social media networks, it’s not enough just to have a profile. It has to be fully optimized and personalized if you want it to make an impact. Here are some tips that will help you make the best out of it.

1. Profile image

Having a profile without a profile image is a rookie mistake. Many people don’t bother adding it because they don’t understand its importance. Profile image on social media is the first thing that your visitors will remember about your profile. If the image is missing, no one will take your profile seriously.

Make sure it is recognizable, as it will not appear only on your profile, but as a thumbnail next to your posts as well. The best practice is to use an image of your face, without anything distracting in the background.

For best dimensions, check out our guide to social media image sizes.

Tip: Use the same picture on all your online profiles – consistency is appreciated on social media.

2. Headline

Your profile headline shouldn’t just be your job description. Instead, use it to show that you offer value, let your visitors know how you can help them. Additionally, it’s a good idea to include a CTA – a simple “let’s connect” in your headline will make a lot of difference. Finally, add several keywords so that your potential customers can find you more easily.

Let’s face it – most people who come to your profile won’t go through the whole page, they will only read the headline. For that reason, write it carefully, without any hurry.

3. Summary

The summary is the place to introduce yourself to your potential customers. You can mention some of your experience, proof of your expertise, and let them know that you are ready to help them. The most important is to show your proposition value.

Tell them how to reach you, add several CTAs, and try to engage them. For example, you can even include a link to a lead magnet in the summary.

LinkedIn will offer you an automatic summary, based on the information from your profile. You can use it, but don’t forget to edit it and add all the important info.

4. Information

Of course, it is important that you include all the necessary information, both business and personal. Make sure to add:

  • your website URL
  • blog URL (if your company has one)
  • email address
  • phone number

My final tip is to personalize your LinkedIn URL. You can do that in the sidebar on the right. Custom URL should be recognizable, short, and simple. You don’t want to use any numbers in it as it is supposed to be easy to remember. The best practice is to use your own name if it is available. Then, you can add the URL to your business card or your company’s website.

Building connections

LinkedIn offers plenty of connecting options. When you first create your profile, it will show you a list of contacts recommended based on your line of work and interests.

One way to find your potential clients is to look for your keywords in the search bar. Thus, you will see who talks about them and in which context they mention them, so you will know if the person is worth connecting or not.

However, your best option and the proven way to get relevant followers is looking for second-degree connections, i.e. followers of your followers. Unlike other people that you don’t know, second-degree connections are likely to accept your friend requests once they see that you have a lot of shared connections.

LinkedIn search offers numerous filters that could be useful when looking for prospects. You can search for second-degree connections based on their location, industry, position, current and previous companies. If you have a defined buyer persona and know your customers well, you will easily find people interested in what you have to offer.

Linkedin Search Filters

Don’t limit yourself. You can look for prospects, but also for potential business partners, strategic partners, your competition, and other business owners. As you grow your profile, the number of your second-degree connections will rise, as will your reach.

You can use the same strategy to find third-degree connections, that is the connections of your connections’ connections. However, I wouldn’t recommend focusing on them as it is less effective.

Communication with connections

Once you have built your following, it’s time to start paying more attention to your posts and general engagement. It is the best way to connect with your prospects.

Always post relevant content with a clear goal. Whether it is to educate, to entertain, to gain leads or to promote your product, everything you post on your profile has to be there for a reason.

Try to be creative and original with your posts. Use rich media, such as images, GIFs, videos and infographics. Sponsor your best content to use its full potential. Also, people on LinkedIn generally tend to like news. Share the latest news and events in your field and your chances of high engagement rates will rise.

Another crucial thing is to be friendly and communicative. To get engagement, you must engage first. Talk to people on LinkedIn, write comments on their posts, ask them open-ended questions and start conversations. That way, you will not only increase your reach, but your authority and popularity as well.

LinkedIn Publishing Platform

LinkedIn is a very useful tool for blog promotion. If your company owns a blog, the Publishing Platform is the place you mustn’t miss.

LinkedIn Publishing Platform works similarly like a blog. For that reason, if you just share links to your blog posts, they will not successful – LinkedIn prefers its own blogging platform. However, you can turn that to your advantage.

The trick here is to avoid posting the whole articles on the Publishing Platform. Instead, add several opening paragraphs that don’t really say anything. Just before you get to the most important part, end it and then add a link to the original blog post on your website, where they can read the whole thing.

This way, you can establish yourself as a leader in your industry by solving your prospects’ problems and boost your blog traffic. Also, LinkedIn will notify your connections that you have published a post, so it will gain more visibility than just a blog link.

Company Page

Of course, if you are trying to promote your brand on LinkedIn, you must have a company page. It is the perfect place to teach your potential clients everything they need to know about your company, keep them up-to-date with your latest projects, and highlight your best features. Show them what makes you different.

LinkedIn for business Apple page
Apple has a great LinkedIn page that includes all the important information about the company

When setting up your company page, make sure that you use your company’s logo as the profile picture. As the background is light, you should avoid using cover images with a white background. Instead, pick one or two bright colours and create contrast.

“About” section should include all the necessary details about your company. There, state what you do and how your product or service would benefit your prospects. Other information that you should ad is the location of your headquarters, some history, or even some fun facts about your company.

Wrap Up

Now that you are familiar with these practices, go on and start promoting your company on LinkedIn. You will soon find that using LinkedIn for business will help you generate leads, raise awareness, and significantly increase your reach. Good luck!

How to Do Keyword Research and Reach the First Page

Google - keyword research

Fact: reaching the first page of Google search results is pretty difficult. Another fact: if you don’t reach the first page of Google search results (or at least the second), your website will most probably be lost among millions of other forgotten pages that no one visits.
This is why keyword research matters.

If you are looking to boost your website traffic, you are probably already familiar with the term Search Engine Optimization, a.k.a. SEO. We use SEO to optimize pages and websites so that Google would list them as high as possible on its SERP. There are many aspects of SEO that you must pay attention to, but using the keywords properly is the most important.

What is keyword research?

Keyword research is the practice of finding and researching words and phrases that people enter into the search engines, with the aim of using them to gain website traffic. In other words, it’s all about writing content that your audience wants to find, and also helping them find it.

To conduct keyword research properly, you must know your audience well. Before beginning the research, you should ask yourself the following questions:

  • What does my target audience search for?
  • How do they search for the content they want?
  • Which words do they use?
  • How can I answer their questions?

Try to put yourself into your audience’s shoes. You really need to understand them. Once you do, you will be able to predict their search queries and make sure that your content is waiting for them on the first page, offering the best answer to their questions.

Of course, this won’t happen overnight, optimizing websites for keywords is a long process. It takes time and effort. Still, it is always worth it.

Brainstorming keywords

Your first step should be brainstorming keywords. I advise you to write them all in a Microsoft Excel file, Google Sheets, or some other spreadsheet application, as you will later be researching some of their features.

First of all, write down all the words that cross your mind related to your industry or a topic that you want to write about. Start with more general terms and gradually narrow the topic down. Ask your colleagues to give their suggestions – the more words you come up with, the better.

Let’s imagine you want to write about photography. In this case, you may have thought of phrases such as “photography types”, “photography cameras”, and “photography framing”.

Secondly, use a keyword research tool. For that, use the words that you have already put into your keyword research spreadsheet and see what similar phrases the tool will list.

Ubersuggest keyword research

Next, it’s time to find out how exactly your prospects talk about these topics. There are several places to try.

1. Google

Google is an amazing asset when it comes to keyword research, primarily because it will show you what exact queries searchers use. Just type in a keyword and wait for Google to suggest more of them.

Google auto fill keyword research

You should also discover what questions people ask about this topic. To do that, use these combinations and see what Google proposes:

  • can + keyword
  • will + keyword
  • is + keyword
  • does + keyword
  • how does + keyword

Google suggestions are very useful if you are searching for terms used at a specific location. Once your own location is set up, it will auto-fill your queries only with phrases used there. However, if you are writing for an international audience, you should either do this part of the research in an incognito window or log out of your Google account.

Another useful feature is the list of related searches that are placed at the bottom of Google results pages.

Quick tip: Don’t limit your research to Google – use these strategies on Yahoo and Bing as well. You might find some fresh ideas there.

2. Social media

Social media are perfect for keyword research. There, you can find out how your audiences talk about your topic, what are the exact words that they use, what questions they have.

My favourite place for this part is Twitter. Just type in your keyword into Twitter search and see in which context they use it.

Another great option is using Quora search. This is the easiest way to find out what questions your prospects have so that you can write articles on your website to give them answers.

3. Forums

Forums may not be nearly as popular as they used to be, but that doesn’t mean that people don’t use them any more. Find several forums related to your niche, look for topics that are still active and see who your potential audience is and what potential keywords they use.

4. Wikipedia contents

You didn’t expect this one, did you? Surprising as it may be, Wikipedia can offer you lots of ideas for posts and keywords.

Wikipedia contents
So many topics to write about related to photography – Wikipedia

Keyword Analysis

Now that you have compiled a list of possible keywords, it is time to analyse them and see which of them can be used. Ideally, you should find words that are not competitive, but that are searched regularly. This is not easy, but there are some ways to filter quality words. There are several aspects to take into consideration.

Short vs. Long-tail keywords

A keyword is not necessarily just one word – it can consist of two or three words, or even be a longer phrase. The length of keywords is very important in SEO because it directly influences the intent and conversion rates.

One-word keywords are something that you don’t want to waste your time on. First of all, they are incredibly difficult to rank for. Secondly, when a person makes a search with only one word, it is difficult to guess their intent – it’s possible that their goals don’t match your content.

When people want to buy a product or find an important piece of information, they tend to be more specific. They will use more words to describe their needs in more details. These phrases are called long-tail keywords. They consist of 3 or more words and your goal is to rank for them.

For instance, if someone searches “photography”, Google is not sure what exactly this person wants. So, it will offer a Wikipedia definition of photography, photography school ads, and photography blogs. On the other hand, if the person searches “darkroom photography classes Chicago”, the searcher will get more specific results.

SEO long tail keywords

Your chances of success are much higher with long-tail keywords. However, don’t use keywords that are too long (more than 5 words) and too specific, as they are not searched very often.

Search volume

Search volume is the average number of monthly searches for a specific word. For your campaign to succeed, your keyword must have a decent search volume. Even if you reach the first page on Google results for a keyword, if no one uses that keyword in their searches it will be all for nothing.

However, the sky-high volume is also not the best option for you. The higher the volume, the more work is needed to rank well, especially because it’s usually the big brands that hold the top places.

I’d suggest aiming at words with the search volume between 1000 and 10 000 searches per month.

Competitiveness

If the competition for the keyword is too strong, give up on that word. Trying to rank for it would be just wasting your time. Instead, find some words that are not too competitive. Here’s how you analyse this:

  • Check if your competitors rank for the keyword. If they don’t, take advantage of the opportunities they missed
  • In case your competitors do rank, check their domain authority and the number of shares for their pages. If their authority is under 30, you should go for that word.
  • Many tools offer competitiveness metrics. Words that you have chances to rank for will have difficulty up to 30%.
  • Search for the keyword on Google. See what websites are listed in the first two results pages. If it is only the big brands with high authority, you should pass on that keyword.

Cost-per-click (CPC)

CPC is very important if you are planning to run paid ads. It represents the amount you need to pay for every click. The more competitive the word, the higher the price will be.

Some more tips

There are some keywords that need extra research. Some of those are regional keywords. If you want to target a specific region or a city with your keywords. Analyse how people speak in that region and use their local phrases.

Working with seasonal keywords is also tricky. It is hard to assess how successful they might be because they usually generate traffic for only one period of the year. Most often, these are the holidays such as Christmas, Easter, Valentine’s Day, Halloween, etc. Before opting for one of them, check how they trend at the moment.

Tools for keyword research

To do a thorough analysis, you will need to use several keyword tools. Here are some that can be very helpful.

  1. Google Trends – use it to see how the popularity and the search volume of a certain keyword changes over time
  2. Google Correlate – it will help you find queries with a similar pattern to a target data series.
  3. KWFinder – it’s a great source for generating long-tail keywords, as well as analysing them.
  4. Google Keyword Planner – besides listing keyword suggestions, it also suggests bids for AdWords.
  5. Keywords Everywhere – this is a browser extension. Every time you search for a term in Google, it will show that word’s search volume, competitiveness, and CPC.
  6. Ubersuggest – another great place to find ideas for new keywords. It also offers a list of domains that rank for that keyword.

Final steps

Now that you have all the information about your keywords, it is time to select one that will be the main keyword for your page. Make sure it is not too competitive, that it has a good search volume, and that it is specific rather than broad. Select several more phrases that will serve as supporting keywords.

Always bear in mind that it is the quality you need, not quantity. Your ultimate goal is to convert the searcher, so choose the words that show their intent.

Your keyword must be relevant to the content of the page, so build the text around it, not the other way around. Remember, it’s pages, not websites, that rank for keywords. Make sure each of your pages is optimized for a unique keyword.

Finally, your success will depend not only on your choice of keywords. You must also pay attention to how you use it in your content. To learn more about this, check out my guide to SEO copywriting.

As you can see, keyword research is not such a complicated process. It may take time and effort, but you will certainly benefit from it.

Are you ready now to do it on your own?

13 Common SEO Mistakes and How to Avoid Them

Seo mistakes and how to fix them

SEO marketing is one of the most effective strategies to attract massive traffic and increase your reach. However, SEO is a complex system and there are myriads of steps to complete in order to rank well. It’s so easy to forget something.

Maybe this has happened to you. Maybe you started optimizing your website for search engines, chose your keywords, wrote content and tags, and yet – nothing happened. Your website ranked a bit higher, but still way too far from the first page on Google. Now you start to worry. But don’t.

Most SEO mistakes are relatively easy to fix, so even if you have made some, that’s no reason to cower in fear. Here are the most common ones and ways to solve them.

1. Repeating titles and descriptions

This is probably the most common beginner’s mistake. However, setting up your website so that all pages have the same title tag and meta description is one of the worst things you can do for your website.

Remember, each page ranks separately for SERFs, and so, each must have its own value, purpose, and a title.

Your title should be catchy and clickable, and you must always include the keywords in in. Don’t write generic titles as you won’t have any profit from them. Instead, come up with something that will make your potential visitors curious.

As for the meta description, it should also contain your keywords. Its main purpose is to summarize the page content to help search engines categorize and rank the page, so write it carefully.

2. Leaving permalinks default

Permalink is the part of the URL after your domain name that leads to a specific page on your website. If you have a WordPress website, the default permalink is Plain, which means that it contains the numbers which indicate where the content is located in the database. If this is the case, you should change the default permalink settings at once.

To do that, log into your dashboard and in the Settings menu on your right, select Permalinks. My advice to you is to skip all permalink types that contain numbers, as Google doesn’t find the user-friendly. As it is desirable to have keywords in your permalinks, the best option is to set the post name as the permalink.

Wordpress permalink settings

Of course, you will be able to change permalinks for each page separately. You should do this if your links are too lengthy. For example, I shortened the permalink for this page to “common-seo-mistakes” because the whole title would be too long and include lots of stop words.

3. Not having an XML sitemap

An XML sitemap is a list of all important pages on your website. It is essential that you have one as it enables Google to find and crawl your website properly, as well as understand its structure.

If you are a WordPress user, I recommend generating the sitemap with the Yoast SEO plugin. If not, you can use some go the online sitemap generators, such as XML-Sitemaps.

Make sure that all the pages that are important are included in the sitemap. However, if there is a page that you don’t want your visitors to land to, it shouldn’t be on the map.

4. Not having your website verified by webmaster tools

If you want your customers to find you, your website must be verified. It is crucial that you verify it in Google Search Console, as it is the most used search engine. Moreover, the Console can also help you measure your site’s Search traffic, performance and ranking.

However, I would recommend you to also get the verification codes for other search engines such as Bing and Yahoo. They may be less used, but they can still bring you lots of traffic and are not as competitive as Google.

5. Using themes that are not mobile-friendly

If your website is non-responsive, i.e. it displays perfectly on desktop computers, but not on other devices, your business will surely suffer. Lots of people prefer browsing the internet on mobile devices such as cell-phones and tablets to regular, desktop surfing. For this reason, your website must be functional and look good on all screens.

Most content management systems, such as WordPress and Wyx offer varieties of themes that are mobile-friendly, so make sure to pick one of them.

Responsive design

6. Using the wrong keywords

Keywords are the very essence of SEO and to have a fully-optimized website, you must choose them carefully. You can’t just pick a random keyword based on a feeling. For this reason, it is important to conduct a proper keyword research. There are several SEO mistakes people tend to make that are related to the keywords.

  • Lack of relevance: if the keyword that you are trying to rank for is not relevant to the page content, search engines will consider it a spam signal. Your content must revolve around the keyword.
  • High competition: Some keywords are incredibly competitive. If your site is relatively new and doesn’t represent an important online authority, you shouldn’t try to rank for those words. Instead, choose a longer, more specific keyword.
  • Low search volume: Before you select the keyword for your content, make sure that people are actually using it in their search queries. Being on the first page of Google search results won’t matter much if no one actually enters that page.
  • Overstuffing: when adding keywords to your content, you must be careful. If you overdo it, it will be counter-productive. Google will recognize if the words are unnecessarily repeated or are out of context and will decrease your ranking chances. The keyword density of 2% is just enough, don’t go for more than that.

If you are a beginner, it will be difficult for you to recognize these issues. So, I suggest using keyword tools, such as SemRush, Keywords Everywhere, and Keyword tool to identify the issues and fix them.

7. Lack of internal links

For Google to successfully crawl your website, your pages need to include internal links, lots of them. They will give Google an idea of the website structure and establish hierarchy. Plus, they will redirect your visitors to other places on your website.

However, when inserting internal links into your content, you should pay attention to several things.

First of all, your links must be relevant to the content.

Secondly, always create an anchor text that will serve as a link – it’s far more natural than just inserting the whole URL.

Finally, insert a reasonable number of links – if there are too many, Google will find it suspicious. To limit them, my suggestion is not to make links to any of the pages that are included in the navigation menu. Instead, insert links to pages that are more difficult to reach by simple browsing.

8. No quality backlinks

Your online authority is one of the metrics that Google takes into consideration when ranking. To gain authority, there must be a high number of links from other websites leading to your website.

In the past, people used to spam around with their links, placing them into comment sections, discussions, and all sorts of places where they don’t belong, just to increase their authority. However, Google saw right through it, and now, for backlinks to count, they must come from a quality, trustworthy source.

This part is really tricky when you are a beginner with almost zero authority. You can collaborate with other people so that you give backlinks to each other, or you can start guest posting. Niel Patel has a good strategy for building backlinks so check out his guide.

9. Neglecting image optimization

People tend to forget about the images when optimizing their websites, but they are very important for SEO. Here are some things to pay attention to:

  • Image title: Never upload images with random names such as “Screenshot 1” or “Untitled”. Instead, change their names into something relevant before the upload. Don’t forget to use keywords.
  • Alt description: This is the most important part of the image optimization. Alt description tells Google what’s in your image. Also, it is the text that appears when images can’t open for any reason. Try to use keywords and make your description as precise as possible.
  • Image size: Make your images as small as possible without ruining their quality. If the images are big, it will take longer to load your pages, which will have a direct influence on your ranking.

10. Too many tags and categories

Tags and categories are important for every blog. However, every time you create or add a tag, it must be relevant to the content. Otherwise, they will be useless or will decrease your chances for ranking. Never use more than 2 categories and 5 tags per post. Sometimes, even that is too much.

Not every post needs to be tagged.

11. Broken links

Of course, you already know that your content should contain lots of links, both internal and external. However, you must pay attention to them. It will happen from time to time that pages that you linked to your content are deleted, dysfunctional, or moved to another URL. If your content has broken links, this will reflect badly on your Google reputation.

To avoid this huge SEO mistake, use Online Broken Link Checker or some other tool to identify and fix broken links.

12. Ignoring the analytics

Google analytics is one of the most important marketing tools today. If you want your content to rank high, you must consult it regularly.

Check which pages get most views and compare the sources. Are those visitors coming from Google? If yes, what was it about that page that you did right? Could you optimize the other pages in the same manner?

Google Console offers as many options and reports. See which keywords both you and your competitors rank for. Try to find out which strategy worked, and which didn’t.

13. Letting content go stale

The world of digital marketing keeps developing more and more every day, and it is hard to stay up-to-date. Maybe there are not as many novelties in your industry, but I’m sure that things keep changing. For this reason, you must update your content regularly.

Imagine your customer looking for a solution to their problem. They come to your website after a short time of browsing and now they’re happy because they seem to have finally found the right article. Then imagine their disappointment when they realise that it is completely outdated, that that information was true a couple of years ago, but are not any more.

Wrap Up

These SEO mistakes are rather common, and many businesses suffer because of them. I hope this article will be of some help.

Do you have any other SEO issues? Let me know in the comment section, or check out my SEO copywriting guide.

10 Useful Facebook Tools to Boost Your Marketing Strategy

best Facebook tools

Do you want to know the secret of social media marketing success?

It’s the tools. Social media marketing has become so complex in the last several years, and there are many things to pay attention to when creating your marketing strategy. Luckily, the Internet is now flooded with all sorts of tools to help you plan, analyse and improve your social media presence. This applies especially for Facebook, as we are all in a never-ending battle to get noticed, so we need all the help we can get.

News flash: if you don’t use Facebook tools yet, your chances of success are not very high.

Don’t worry, it’s not too late to start now. There are many marketing tools out there, most really easy to use, and I’m sure you’ll soon fall in love with some of them.

Here are my favourite Facebook tools for promoting business.

1. Buffer

Use it for: Scheduling posts
Pricing: Free, with professional plans starting at $15

Facebook success demands a constant presence. However, posting regularly on Facebook takes time and effort, and it can be difficult to arrange your schedule so that you can publish content when your prospects are online. Now that I use Buffer, I no longer worry about that. I devote several hours to create all the posts for the upcoming week, schedule them to be posted at peak hours and spend the rest of my week peacefully working on other projects.

Extra Advantages:

  • Analytics reports to help you track engagement and interactions
  • You can use it for multiple accounts
  • Browser extension available
  • Also supports Instagram, Twitter, Pinterest and LinkedIn 
Buffer

2. Likealyzer

Use it for: Analysing your Facebook page
Pricing: Free

If you are wondering why your page under-performs or how to make it more successful, my advice is to consult Likealyzer. It’s a free tool that scans your Facebook page and lists all of its strengths and weaknesses. It also provides insights into which of your posts perform well and when is the best time to publish them. Whenever you are not sure what to do with your Facebook page and how to improve it, Likealyzer will help.

Extra Advantages:

  • Offers suggestions on how to solve the issues
  • Compares your page with your competition
  • Lists similar pages to yours
  • No need to sign in or register

3. Canva

Use it for: Creating images for your posts
Pricing: Free, $9,95 a month for a business account

Canva is not just one of the better Facebook tools, it’s a tool you can use for all sorts of projects and platforms. As we all know, having beautiful HQ images is a requirement for successful Facebook posts, and Canva offers just that. With Canva, you can design wonderful graphics, and it is very simple to use. No need for bothering with Photoshop anymore!

Extra Advantages:

  • Tons of free templates, images, and fonts
  • Possible collaboration with other people
  • Set dimensions for posts, covers, stories, and ads – you don’t need to think about image sizes.
  • You can publish images on Facebook directly from Canva
Canva homepage - Facebook tools

4. ShareGuru

Use it for: Editing link previews
Pricing: Free, professional plans starting at $9.99

When you post a link, Facebook automatically grabs a random image from the shared post and uses it for the preview. This is quite an issue because if that image is not the right size or doesn’t represent the content well (and that happens a lot), your visitors will not respond to the link well. That’s why ShareGuru is important – it enables you to choose the preview image yourself. Moreover, you can also edit the link title and description and thus make the link more attractive and easier to find in Facebook search results.

Extra Advantages:

  • Great YouTube to Facebook support
  • Do-follow backlinks with each share
  • Possibility to set your own domain name to your links
  • Daily reports and analytics available
ShareGuru Facebook tools

5. AgoraPulse

Use it for: Facebook monitoring
Pricing: Starting from $39

Once you achieve Facebook success, it gets hard to follow all that’s going on. For this reason, it’s essential that you use a monitoring tool such as AgoraPulse. Use it to stay up-to-date with all mentions of your brand or hashtags that are important to you. That way, you will be able to find people who love your brand (a happy customer is always helpful and can be a great ambassador for your brand), dissatisfied user, and keep an eye on what your competitors are doing. Moreover, AgoraPulse helps you follow all your conversations with clients.

Extra Advantages:

  • You can categorize your audience into different groups
  • Collaboration with team members
  • Free benchmarking and contest creation features
  • Analytics reports available

6. AdEspresso

Use it for: optimizing ad campaigns
Pricing: Starting from $49

Organic traffic is just not enough for Facebook promotion, and Facebook Ads are a great way to extend your reach. AdEspresso is a tool that will help you create amazing, effective ads. Using to create dynamic ads, change ad formats, and optimize your schedule. Also, AdEspresso can automatically promote your best performing content, so it will save you a lot of time. Finally, you can browse through hundreds of ads when looking for fresh ideas.

Extra Advantages:

  • Collaboration options
  • Retargeting features
  • A/B testing
  • Analytics and PDF reports available

7. Heyo

Use it for: leads generation
Pricing: Starting from $25

Facebook is a great place for finding new leads. Facebook users love contests, hashtag campaigns and sweepstakes and will gladly give you personal information to enter them. With Heyo, you can create all sorts of contests, attract new customers, expand your reach and, eventually, increase sales.

Extra Advantages:

  • Possible integration with third-party tools such as MailChimp
  • Landing page creation feature
  • Drag-and-drop templates
  • Multiple contest formats
Heyo

8. Manychat

Use it for: automated conversations with customers
Pricing: free, professional plan starting from $10

Facebook Messenger is the world’s biggest mobile messaging app, and thus it has amazing marketing potential. To use Facebook Messenger’s success for your own benefit, give it a go with Manychat. With it, you can create conversation bots that will communicate with your prospects. You can send messages to everyone at once, but also stay personal. Moreover, Messenger open rates and CTR are much higher than with email campaigns.

Extra Advantages

  • Audience segments
  • Automated sequences
  • Facebook Comments tool
  • Facebook Ads tool

9. Social Bakers

Use it for: analysing and targeting your audiences
Pricing: Starting from $200

Knowing your audiences well makes social media marketing much easier. With Social Bakers, you will learn everything you need to know about them: who they are, what are their interests, what they think about your brand, and how to target them and turn into your brand advocates. In addition, with Social Bakers it is easy to personalize content and provide customer care.

Extra Advantages:

  • Content Publishing Calendar
  • Social media publishing and analytics tools
  • Sentiment Analysis
  • Marketing Persona Mapping
Social Bakers Facebook tools

10. Shopify

Use it for: Sales on Facebook
Pricing: starting from $29

If you sell any sort of products, e-commerce is a must for you. Shopify brings things to the next level, as it enables shopping for items directly from your Facebook page. Your customers can browse products and buy them without even leaving the page. You can set up your online store on Facebook Messenger as well.

Extra Advantages:

  • Discount codes and gift cards available
  • Shipping discount
  • Fraud analysis
  • Professional reports

Wrap Up

Now that you are familiar with these amazing Facebook tools, go ahead, give them a try. You will get so much from them.

Are there any other Facebook tools that you use? Let me know in the comments.

Twitter Promotion 101: How to Make Remarkable Twitter Ads Campaigns

Twitter promotion guide

So, you have decided to take matters to the next level?

For any business website, organic traffic is a valuable asset. However, you’re aware that it has its limits. Now, you want to up your game.

As the social media ad campaigns are concerned, paid Twitter promotion is among the superior ones. Yes, it probably doesn’t have the reach of Facebook Ads, but it is still very much worth it, especially if you are dealing with young adults.

Creating promoted Tweets is not a complicated venture, but there are some things that you need to be careful about.

To make things simple, I will take you through the process of Twitter ad creation step-by-step.

Let’s jump right into it.

1. Get ready

In order to begin, you must login to your Twitter account.

You should know that you can promote any tweet, regardless of how old it is. However, if you want to create a brand new tweet for your campaign, now is the time to do it.

Then, on the right of the Feed, click on “Advertise with Twitter”. This will lead you to the Ads center.

Twitter promotion - creating ads

2. Ad Objectives

Choosing the objective for your ad campaign is incredibly important, because it affects how your ad will be shown and what properties it will have. When choosing the objective, ask yourself: What do I want to achieve with this ad?

Twitter keeps introducing new objectives from time to time, so the possibilities keep expanding. Currently, there are 8 different Twitter promotion objectives available. 

Recommended ones:

  • Website clicks or conversions: the objective that I’ve found the most useful. This option is great for driving traffic from Twitter to your website. Also, it will help you achieve your conversion goals. You will pay for the number of website link clicks.
  • Promoted video views: I’m sure you are aware of the popularity and effectiveness of using videos and GIFs in advertising, so the value of this objective is pretty much self-explanatory.
  • In-stream video ads: these ads are also a great way to raise awareness. If you choose this option, your videos will be shown alongside other, relevant video content. From the user’s point of view, this is like the Twitter version of YouTube ads. The value of this choice is that fact that users have to see your video, from start to the end, if they want to finish watching that other content.
  • Followers: If you are a blogger or an influencer, this is a useful one. It will help you increase your following and authority. However, if you are looking to increase sales, my advice is to opt for another objective. You will be billed only for the followers you gain.

Other objectives:

  • Tweet engagements: While with this objective you may manage to maximize the engagement of your Tweets and boost likes and comments, it is way too expensive. You will be charged for every single click on your tweet, even when someone just enters the Tweet to see other comments or goes to your Twitter profile.
  • Awareness: The issue with this objective is that it is too wide. Its purpose is to show your tweet to as many people as possible. This has some benefits, but it also means that your ad will be shown to lots of people who are not your target audience and who aren’t interested in what you have to offer. This can also get costly, as you will pay per number of impressions.
  • App installs: With this option, the goal is to have as many people install your app. While the idea is good, in practice it just doesn’t work. Honestly, how many people do you know who go to Twitter to find and install apps?
  • App re-engagements: These ads will remind the existing users of your app to use it more often. However, I just never had any success with it, probably for the same reasons as with App installs.

3. Details

There are several things you must pay attention to here.

When choosing the name for your campaign, be as specific as possible. Since you will probably have several similar campaigns for testing reasons, make sure each one has a distinctive name.

Twitter loves recency. Even if your tweet is promoted, newer tweets will have an advantage. This is why, when choosing the start and end dates for your campaigns, you should never choose longer periods. While on some other social networks campaigns that last several weeks might work, that is not the case with Twitter.

What you should do here is run a series of several short, but similar ads. Limit your campaign to three days, and then start a new one, with a fresh tweet, but some objectives and targeting. This tactic will definitely make your campaigns successful.

4. Bidding

When it comes to the ad bidding process, Twitter promotion is rather simple.

First, you need to choose a daily budget for your campaign. You can also set the total budget if you wish to.

The next step is setting up the bidding for the specific ad group. If you are a beginner, my advice is to stick with the Automatic bid option.

For those of you who are more seasoned marketers, go with the Maximum bid. If you are sure that your ad is recent, relevant and that it will attract lots of engagement, set the Bid amount to the amount just a bit lower than the minimal recommended one.

Twitter promotion - - bidding
In this picture, the value of my bid is estimated between $1.73 and $7.70. If I ‘m sure my ad will be a success, I will make a test and make campaigns with bid amounts of $1.50. $1.60 and $1.70.

5. Targeting

Finally, we have reached a major step in the process. You may have a perfect ad, with high bids and best objective, and it still won’t make any progress if you target the wrong people. Think hard who your customers are, what they do and what they like, and you won’t have any problems with this part.

Demographics

Twitter allows you to define your audience according to several characteristics:

  • Gender: if you have a product or a service that is preferred by one gender, this is a must for your campaign.
  • Age: You can select your audience’s age range. I never choose any specific age, but I think it’s a good idea to limit your audience to the age of 21 or older. That way, you know that your ad will be shown to adults, and not kids who need to ask their mom and dad if they can buy your product.
  • Location and language: if your company is international, this step is not obligatory. However, if it is a local business, this step is obligatory.
  • Technology: Twitter can also define your audiences according to their devices. This is usually not an important aspect, but in certain cases, it can be highly valuable. For example, if you are promoting an app that supports only iOS, you’ll want to show your ad only to the iPhone users.

Interests

Just like on Facebook, you can target people on Twitter based on their personal information. These relate not just to the information on their profiles, but also to people they follow, their conversations and tweets, and search queries. Some of these options are:

  • Type of their education
  • Life stage – are they newlyweds, students, or moms and dads
  • Relationship status
  • Political preferences
  • Events they visited and talked about
  • Places they have visited
  • Their hobbies and interests

Follower Look-Alikes

This is by far my favourite option. You can set your ad so that it shows to people who follow a specific account or people similar to them. This is a great way to reach your competitors’ customers. For example, if I’m promoting a new coffee shop, I would choose to show my ad to Starbucks’s followers.

Don’t show you promoted ads to your own followers. They will see you posts anyway, so it’s a waste of resources.

When targeting your audience, make sure that you are in the green part of the audience summary. That way, your ad will reach enough people to make a difference.

6. Creatives

In this step, you are supposed to select which of your tweets you want to promote. You can also promote Twitter cards.

Another important part of this step is selecting the placements for your ads. The options are:

  • Users’ timelines
  • Search results
  • Profiles and Tweet detail pages
  • Twitter Audience Platform

My recommendation is to always use the timelines and search results. If you want to expand your reach, Twitter Audience Platform is also a solid choice. I don’t like placing my ads in their profiles and detail pages, this seems a bit too much to me, I don’t them to feel bombarded by my ads.

Wrap Up

Before launching your ad, make sure to review it carefully. Once it is out there, follow the analytics and see if it works. I suggest testing several different combinations and deciding which one is received best by the audiences – then you can invest more in it.

And that’s it, folks! Now is the time for you to enter the world of Twitter promotion and start creating your own ads. Let me know how it works for you!

Pinterest for Business – 10 simple but powerful marketing tips

Pinterest For Business

Have you ever noticed how Pinterest has always had a reputation of a social network used only by women, only to share recipes and wedding ideas? What many don’t realise is that it is a super-powerful marketing platform. Seriously, when it comes to influencing social media users’ purchasing decisions, Pinterest is second only to Facebook. There are many other advantages of using Pinterest for business, such as increasing your reach, find new audiences, and making the number of visits to your website sky-rocket. Trust me on this – if you still haven’t started using Pinterest to promote your business, you should start right now.

So, stick with me here while I show you the ropes

#1 Opt for the Business Account

Pinterest business accounts have a lot to offer – from profile covers to paid ads and analytics. As they offer a lot more features than regular account, I suggest that you start with them.

Creating a Business Account

To create a business account, follow these steps:

1. Go to Pinterest and click “Sign Up”. Then, at the bottom of the form, select “Create a business account”.

Pinterest for Business sign up

2. Enter your information and submit. There you go, your account is ready.

Converting Personal into Business Account

If you already have a Pinterest account and want to keep using it, I’d recommend converting it. It’s a simple process, and you won’t lose any of your old pins and boards. Here’s what you need to do:

1. Log into your personal account and go to Pinterest Business homepage

2. Click “Convert your existing account”

3. Fill in the information and submit. Your Pinterest account is now for business.

#2 Build up Your Profile

Just like with other social media networks, if you want to make it on Pinterest, you have to fully optimize your profile. This is especially true for business accounts. When using Pinterest for Business, everything on your profile should reflect your brand. There are several things you should pay attention to:

  • Your Business name: The best option is to use your brand name.  
  • Profile Picture: If you have a business logo, you should use it as your profile picture. If not, another good option is a professional headshot
  • Description: This is a great place to tell your audiences what your company is all about. Make sure to add several important industry keywords as well.
  • Add the link to your website and any other information that you think important.

#3 Verify your account

Verifying your account has lots of benefits. Most importantly, your account will be seen as trustworthy, and a link to your website will be shown on the banner. Here is the simplest way to do it.

1. Open the menu in the upper-right corner and choose “Settings”.

2. In the “Claim” tab, enter your website URL and click “Confirm Website”

3. A pop-up will appear with a code for you to copy. Add the code your website’s <head>. Save those changes.

4. Go back to Pinterest and click “Finish”

#4 Optimise your boards

You want to have an organised profile on Pinterest, as it will make it easier for your prospects to find their way around. Also, bear in mind that Pinterest is a very aesthetical platform, so do your best to make it more visually appealing for your potential customers.

  • When you create boards, you should pay attention to their names. Try to guess what your prospects will search on Pinterest. All your boards should have clear and SEO-friendly titles.
  • Categorize your boards, that way your followers will find them more easily. Lots of Pinners search Pinterest by board categories, and if your boards are under the pre-defined “Other” category, your chances of showing up in search results are very low.
  • Write board descriptions. Give a brief summary of what you are going to pin on that board. Use keywords and hashtags, and your visibility will improve.
  • Board covers – I have already mentioned how important it is to have a visually impressive profile. For each board, either design a cover from scratch or use the most beautiful (but also relevant) of the already-existing pins.
Pinterest Boards

#5 Create Lots of Pins

Once you have set up the boards, you can start having fun! There are so many things you can pin to your profile. Also, since 90% of Pins are external links, this is an amazing chance to drive traffic to your website. Here are some ideas for your pins:

  • Your product – This is a good way to promote any new product. You can post a picture of the product itself or an informative pin about its features. Also, Pins with pictures of people using a certain product have a great performance.
  • Visuals – If there are any interesting, fun, or thought-provoking images on your website, Pin them on your boards and add a link to your website.
  • Infographics – Pinterest is a gold mine of infographics, as they are incredibly popular on this platform. Create an infographic about your product, services, or a guide, tips and tricks related to anything in your industry.
  • Blog posts – if there is a blog on your company’s website (and there should be), use Pinterest to promote your latest posts
  • News – Pinners like to be up-to-date with events and changes.

Rich Pins

Rich Pins are a great promotional asset. For those Pins, metadata is pulled from your website to add extra information. There are 4 types of Rich Pins – those for apps, recipes, products, and articles.

Product Rich Pins include additional info about the product. H&M, for example, uses this option to include the prices. Other companies choose to show if they have the product in stock, the region where the product is available, or other product information.

Pinterest for business Rich Pin

App Rich Pins include an “Install” button so that the users can download the app without leaving Pinterest.

Recipe Rich Pins can include the necessary ingredients, the preparation process, or the level of difficulty.

Finally, Article Rich Pins help the users decide whether they are interested in the article by featuring not just the headline, but the name of the author and story description as well.

Making Your Pins Work

Just like on other social media networks, it’s not so easy to grab attention to your posts. That’s why it’s essential to optimize them as well as you can. Here are some tricks:

  • Choose the right images: use only HQ images for your Pins. It is also very important that the images are aesthetically pleasing, as they will drive more traffic that way. As for the image size, make sure the width is 236 px. There is no limit on image height. For other Pinterest image sizes, check out our guide to social media image sizes.
  • Write the description: A short text describing the Pin will be quite helpful for your CTR. Moreover, if you use the right keywords and hashtags, your Pin will position better in the Feed.
  • Always insert an external link, preferably to your website. The link can lead to your homepage, blog, product pages, or even a landing page specifically designed for Pinterest visitors.
  • Post regularly: The more you post, the easier it will be for your Pins to rank high in the Feed. Try to Pin something every day.

#6 Be Social

Pinterest is, after all, a social network, so naturally, to be successful you must get social. Follow your potential customers as well as your competition, like their Pins, comment on them, and Repin them. Here’s another idea: create a group board so several brands can collaborate in attracting the customers.

#7 Make Use of Analytics Options

Pinterest for business analytics

Pinterest offers great analytics features. On your dashboard, you can follow metrics such as the number of impressions and clicks, compare all viewers with the ones who engaged with your content and check demographics and their interests. You can also see which of your boards and Pins performed best, and which failed. Use the information to improve your Pins and your overall Pinterest reputation.

#8 Use the Buttons

Pinterest buttons make everything much easier. Here’s what you need to do:

1. Add the Google Chrome Pinterest extension – The extension will add little Pinterest buttons on all images in the browser, so it will be easy for you to quickly Pin any content.

2. Add Pinterest sharing buttons to your website so that your visitors can Pin the content they like. This is similar to the sharing process on Twitter and Facebook and will expand your reach.

#9 Promote Your Pins

Pinterest offers various advertising options. Once you promote a Pin, it will appear where your target audience is most likely to see it. It will be shown to people who have engaged with your profile or whose activity on Pinterest shows interest in what you have to offer. You can also add your own targeting criteria, such as custom audiences or targeting specific keywords.

An option reserved for Promoted Pins is using the video. Generally, you won’t see much videos on Pinterest, so adding one to your Promoted Pin is the sure way to grab some attention.

Of course, experimentation in this section is the way to go. Test different Pins, audiences and strategies to see what works best for you.

#10 Schedule

To make it on Pinterest, you must post regularly. This can be rather inconvenient for most people, so I suggest using some of the social media scheduling tools, such as Tailwind and Later. That way, you can plan your posts in advance, which will certainly make things easier.

Wrap Up

As you see, Pinterest can be really helpful when it comes to driving traffic and increasing sales. And now, you know how to use Pinterest for business development. Are you ready to give it a try?

The Secret of Social Media Image Sizes – How to Make Photos Look Awesome

social media image sizes

Get this: every image you post sends a message about your brand. One of the major mistakes people make when updating their profiles is using images with wrong dimensions. We’ve all been there. With the right image, you can show your personality, share your mission, promote your products and services, and provide value. However, if your images don’t fit the required social media image sizes, it will reflect negatively on your reputation and online authority.

Social media image sizes vary from network to network. This is why it is essential to create posts for each social network separately. But, here’s the rub: all social channels introduce changes and upgrade their layouts from time to time, so it’s hard to stay up-to-date with with all the rules.

For that reason, I’ll walk you through the whole process of choosing the proper social media image sizes for all sorts of posts, according to the latest layouts.

Facebook image sizes

Facebook users constantly struggle with required image dimensions. Facebook makes image sizes particularly important. Unlike some other online places, it doesn’t stretch the image to fit, it crops it. Don’t you just hate it when you post an awesome picture, but Facebook shows only its centre? That’s how your post loses its value.

Here are the recommended image sizes for 2019:

  • Profile picture: minimum 180 x 180 px. I recommend using 360 x 360
    px for the optimal effect. Facebook will scale it down to 32 x 32 for the timeline thumbnail.
    Note: since the profile image will be circular, bear in mind that if there is anything in the corners of your image, it won’t be shown.
  • Cover image: 820 x 312 px. When it comes to covers, avoid images that feature important elements near the borders. Smartphones show only 640 x 360 px, so mobile users will not see the whole image.
Social Media Image Sizes - Facebook
  • Shared post image: 1200 x 630 px
  • Event image: 1920 x 1080 px
  • Shared link preview image: 1200 x 628 px. Even though you can’t choose a link image from within Facebook anymore, you shouldn’t give up on it. Use ShareGuru to upload the right images.

Twitter image sizes

Just like Facebook, Twitter has also introduced some changes recently.

  • Profile picture: 400 x 400 px
  • Header image: 1500 x 500 px
  • Tweeted image: minimum 600 x 335 px, though 1200 x 675 is the best option. The most important thing here is the ratio, which has to be 16:9. If the ratio is bigger, the image won’t work on mobile devices – and don’t forget that almost 90% of users access Twitter only on their smartphones.

Instagram image sizes

Instagram is a completely visual platform, so you’ll want your images to look their best. One thing that you should always bear in mind is that Instagram images are square, so the optimal ratio here is 1:1.

  • Profile picture: 110 x 110 px
  • Image thumbnail: 161 x 161 px
  • Shared photos and videos: 1080 x 1080 px, although in the feed the size will be 510 x 510 px
  • Instagram Stories: minimum 600 x 1067 px. I recommend 1080 x 1920 px, for a more quality look.

Pinterest image sizes

Pinterest is one of the better referral sources, as most of its content are external links. It is visually-based, so you will certainly profit from using great images on this platform.

  • Profile picture: 165 x 165 px
  • Board cover image: 222 x 150 px
  • Pinned image preview: 236 pixels wide – there is no limit on image height.
Pinterest images can be as long as you want them to be

LinkedIn image sizes

As LinkedIn is usually used for business, it is of utmost importance that your images look professional.

  • Profile picture: 300 x 300 px
  • Banner image: 1584 x 396 px
  • Shared link preview: 180 x 110 px

However, LinkedIn uses different layouts for personal and business profiles. so if you are building your company’s account, here are the right dimensions for you:

  • Company Cover image: 1536 x 768 px. Unlike with personal, the business cover image takes the entire top of the page. Make sure it’s effective.
  • Company logo image: 300 x 300 px
  • Square logo: 60 x 60 – this is an image that will appear in company searches
  • Hero image: 1128 x 376 px. This is another prominent image on business profiles, so make sure it’s enticing to your audience and relevant.

I hope you find this rule book on social media image sizes useful! Are you ready to create awesome images?

8 Simple Steps to Successful SEO Copywriting

seo copywriting

You have probably heard the phrase “Content is the King” by now. Writing copies that make your potential customers perform an action you want them to has been essential to marketers for years. Unfortunately, at some point, we started drowning in content, and now it is quite challenging to get noticed. This is where SEO copywriting comes in.

What is SEO copywriting, you may be wondering. It is a specialized form of writing online content that includes search engine optimization techniques that will make you stand out in the search engine results pages. Properly done SEO copywriting will help you:

  • Rank higher on the search engine results page
  • Rank for quality keywords
  • Turn visitors into buyers
  • Increase your Click-Through Rate
  • Build your online authority

Sounds like magic, doesn’t? The cool thing is that it is actually easier than you think. Follow these simple steps and your ranking will soon sky-rocket.

SEO Copywriting online success

1. Keyword research

The basis of SEO are keywords. These are words and phrases in your content that make the searches find you easily on Google and other search engines. They must always reflect what the page is about.

Before starting a keyword research, you must take your customers’ habits into consideration. Think of the people who need your product or service: what do their search queries look like? Get into their heads and use the words that they would use.

Finding the right keywords for your content is not an easy task. Be aware that if you use wrong keywords, your target audience won’t be likely to find you.

Here are some tactics to use:

  • Brainstorm phrases around the topic that interests your target audience.
  • Use Google suggestions for new ideas
  • Use keyword research tools such as Semrush, Google Keywords Planner, and Ubersuggest.
  • Try to narrow your topic down as much as possible. That way, you will use the so-called “long-tail keywords”, which consist of 4 or more words. For example, instead of trying to rank for “SEO”, go with “best SEO practices for blogs”.
  • Look at your competitor’s websites and find out which keywords they use.
  • Analyse your list of potential keywords. Find out their search volume and competitiveness. Your goal is to find a keyword that is searched often, but which is not too competitive.

Finally, pick one main keyword and several supporting ones.

Google keywords
Use Google for new ideas

2. Making a clickable title

Having a great title does wonders for your content. The sad fact is that while 80% of people will read the title, only about 20% will actually read your article. This is why it is essential to devote time and effort to create the perfect title.

  • Always use the main keyword in the title, preferably at the very beginning.
  • Your headline should have around 50-60 characters. If it is too long, the final words won’t be visible in the search engine results page.
  • Don’t make generic titles. They may be SEO-friendly, but they’re not clickable, and your goal is to get the click. Instead, write lists, how-to manuals, and use modifiers such as “best” and “coolest”.

Here are some examples to give you a general idea.

Good titles:

  1. 14 Habits of Exceptionally Likable People
  2. How to Become a World-class Copywriter in One Month or Less
  3. How To Use Canva: An 8-Step Guide To Creating Visual Content

Bad titles:

  1. The Weight Loss Trick that Everyone is talking about
  2. Health Insurance Companies HATE this New Trick
  3. How Social Media Marketing is like “Dungeon and Dragons”

If you want to check if your title is good, there are numerous tools for title analysis. My favourite is CoSchedule analyser, so give it a try.

3. Content Creation

To create successful content, you must know your audience well. Put yourself into their shoes, think of their needs, fears, and problems. Your articles should always be about them, never about you.

Pay attention that your article doesn’t sound like a textbook. Yes, you are writing to educate or to help, but you should also be friendly, engaging and fun. Use simple language and avoid complex sentence constructions to increase the readability.

Of course, every piece of content has to have its goal. Whether you want the reader to sign up for your newsletter, buy your product, or just leave a comment or review, your content is there to persuade them to do it.

As for the keywords, you should use them sporadically. However, always bear in mind that they have to be used in context naturally, and avoid using them too often as Google will find it suspicious. For a more detailed guide on content creation, check out my content creation guide.

4. The importance of linking

Link building is one of the most important aspects of SEO. Having numerous links leading to your website increases your online authority and makes your pages more desirable in the eyes of search engines.

When you write your article, make sure that you link it at least once or twice with other content on your website. Of course, those links must be relevant and included in the copy naturally.

External links are just as important as the internal ones. Google likes it when you show that you value other people’s work. Link to authority sites and pages in your industry, link to more in-depth guides or to content that backs up facts from your article.

5. Editing and the structure

In SEO copywriting, a good structure brings you a lot of points. Every reader hates when they come across a piece of content that is almost unreadable because of the lack of structure and formatting. This part is very easy, actually, all you need to do is:

  • Avoid big blocks of text. Organize your content in short paragraphs instead.
  • Use headings and subheadings. These tags rang from Heading 1 to Heading 6. Heading 1 must be used only for the main title of the page. Use the rest of the headings to divide your post into small, easy to read chunks.
  • Make sure that headings include your keywords
  • Use fonts that are easy to read
  • Use bullet points and numbering, as well as bold and italic for emphasis
  • Check your article for bad spelling and grammar. Such mistakes are unforgivable.

6. Visuals and multimedia

Visual elements are an essential part of any content. If you want to be engaging and attractive to your audiences, you must devote some time to searching for and creating good visuals.

Video is currently the number one format, and if you add some good and relevant video clips, your post will no doubt be a success. You can also use GIFs, as well as infographics and good old traditional images. Just make sure that all your visuals are relevant and that they add extra value.

Avoid using generic stock photos, try to make something custom. I suggest using Canva, as it has lots of options that will make you feel like a real designer.

When it comes to using images, there are 2 important things that you must pay attention to:

  1. Alt description
    This is a short text that tells the search engines what the image is about. This is also the text that will appear on your website if, for some reason, the picture can’t load. This is why all your images should have descriptions.
    To increase your SEO success, include your keywords in the description. Of course, this only applies if the image is related to the keyword.
  2. Copyrights
    If you use any content from the Internet, make sure that you credit the owner.

7. Meta descriptions

A meta description is a short text that tells the search engines and searchers what your content is about. This is the text that appears on search engine results pages below the title. Make sure that your meta description summarises your article well and, of course, include the keywords.

Seo copywriting meta descriptions

8. Optimize you slug

A slug is the part of the URL that identifies the specific page and tells what it is about. Usually, the slug takes the form of the page title. However, sometimes it needs some editing. Make sure that it is short, descriptive, and that it contains your main keyword.

Wrap Up

There you have it. I wish I could say it’s as easy as pie, but it isn’t. However, if you follow these simple steps, I’m sure you’ll become an SEO expert in no time.

How to Write a Blog Post and Make Your Content Effective

How to write a blog post

Want to know a secret? “Content is the king” is not just some corny saying that marketers repeat when they want to sound smart. It’s the actual truth. Gone are the days when blogging was only a hobby. Now, if you want your business to succeed, you must dive into the world of content marketing and blogging.

So, why is blogging so important? As SEO Tribunal discovered in their research, businesses that have blogs have 55% more visitors to their websites! And that’s just the beginning. With blogging you can also:

  • rank higher on search engine results pages,
  • increase the number of links leading to your website
  • establish your brand voice
  • build online authority
  • increase your company’s leads and engagement rates

Now you may be thinking, “OK, but my company already has a blog, and none of these things has happened!” I know that frustrating feeling, I’ve been there. The fact is that it takes time and effort to learn how to write a blog post that will be effective. However, if you follow these tips, your content will become successful in no time!

So, let’s get down to business.

Put your audience first

The most important thing about blogging is to always bear in mind one simple truth: it’s all about them, not you.

You won’t succeed if you try to write content for everyone, your prospects must relate to it. First of all, you must research your target audience. Think about their fears, needs, and problems. Put yourself into their shoes and try to imagine how they feel.

Once you have determined your prospects’ problems, it’s time to solve them. Write a blog post to help them and educate them. The best practice is to do it in a natural, positive way. Your audience wants you to teach and motivate them, not to lecture them.

Another key point is to stay inbound. Your visitors won’t like it if they come to your website looking for an answer and find that your blog is just one big ad for your product or service. Blog posts need to be friendly and helpful, not corporate.

Choosing the right topic

Choosing the perfect topic for the new blog post can be quite challenging, especially if you need to produce a lot of content and have run out of ideas. This issue leads us back to the importance of your audience. Find them on social media and see what they are talking about, what’s bothering them. My favourite source of ideas is Quora – all you need to do is find the questions asked by your target group and create a blog post as an answer.

Many companies make a mistake thinking that if they post something very current, it will be a hit. The sad truth is that even if they do become popular, the success of those articles is very short-termed. This is why you should focus on evergreen topics instead. Write a post about a topic that will be just as relevant in the future, and it will be a continual source of new visitors.

The Inverted Pyramid

Did you know that 43% of people admit that they don’t read whole posts, but just scan them quickly? This is why it’s essential that you grab their attention immediately. We do it by following the Inverted Pyramid method. This method suggests that you should put the most important information at the beginning, and those less relevant closer to the end. This doesn’t mean that it doesn’t matter what you write in the bottom part of your article, just that you should make the beginning the most interesting.

The inverted pyramid - how towrite a blog post

Lure Them with the Headline

Having a good title is one of the major steps in creating content that works. If it is bland and generic, your visitors will just move on, but if it awakens their curiosity and promises value, they will certainly stay long enough to read the article.

Here are some types of headlines that always work:

  • “How to” headlines: How to Start Guest Blogging for Beginners
  • Lists: 12 Ways to Improve Your Online Sales
  • Questions: Why You Should Forget Facebook
  • Best: The Best Email Marketing Practices
  • Personal experience: What I Learned from Being Unemployed
  • Common errors: 10 Marketing Mistakes that will Cost You Your Customers

Introduction is the Key to Success

A good introduction can do wonders for your content. Always start with a Hook: address them directly, for example, ask them a question. You can also start with a story or a personal statement. Tap into their emotions, fears and problems. Let them know that they are not alone, that their peers might be having the same issues. Finally, let them know that you have a solution to their problem. To make them even more motivated, hint what will happen once they finish reading the article.

Make them fall for your hook

Keep them engaged

Storytelling is an important part of content writing. Our brains are more engaged when listening to stories. Also, it’s way more personal and establishes a relationship between the writer and the reader. Share your personal experience or someone’s success story, the audience will gladly read them.

Another good tactic to engaging your readers is using Bucket Brigades. These are special transitional phrases that will keep your customers begging for more. They will reduce the bounce rate and keep your visitors happy. Here are some examples:

  • Here’s the thing!
  • But wait… there’s more
  • You’re probably wondering…
  • And it doesn’t stop there!
  • Here’s the deal…

Write a Clear and Simple Copy

If you ask anyone how to write a blog post, they will certainly tell you that it needs to be easy to read. Here are some tips on how to achieve that:

  • Increase the readability by writing short sentences and paragraphs
  • Avoid complex grammar constructions, such as passives
  • Use lots of subheadings – that way your article will be better organized and the visitors will find the information they are looking for faster
  • Use their language – think about the jargon and phrases they use. You can research it on Quora and other social media.

Visuals Add Value

Your blog post should not only be fun and educative, but it should also be visually attractive. If you don’t use visuals, your article will seem more like a school textbook than an interesting piece. Additionally, they will be very useful when you start promoting your blog post.

However, you cannot add just any image to your article. It has to be relevant and to add to the value of the whole article.

Some good options are also infographics, videos, GIFs, screenshots…

Also, always use HD images. You can find some on stock photo websites like Pixabay or Unsplash, or you can create your own images.

Concluding your article

The concluding paragraph should never include any new information. It is there to summarize the article and motivate the reader to do the desired next step – for example, to sign up for the newsletter, download a file, or start a free trial. Think of it as of a sort of pep talk. Address their emotions and leave them feeling that they have achieved something.

Never Skip Proofreading

Never publish an article without proofreading and editing. Even if you think that you’ve done alright, the chances are that there will always be a couple of mistakes. Here are some things that you need to focus on:

  • Check grammar and spelling
  • Delete the sentences that are not relevant or that are not necessary
  • Improve clarity
  • Check the links, both external and internal. Make sure that none of them is broken and that they lead to relevant, quality content.
  • Ask yourself – what could be better?
  • Finally, optimise it for search engines
How to write a blog post

Wrap Up

Now that you know how to write a blog post that works, why don’t you give it a go? I’m sure that it will be very useful for your business, and as you can see, it’s also not so difficult. Trust me, you’ll be glad you did.

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