What is YouTube View Velocity and Why You Should Care?

What is YouTube View Velocity and Why You Should Care?

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Digital Marketing

YouTube view velocity.

What is it all about and does it really matter among everything else you need to consider when publishing video?

Here’s the thing:

Producing video content doesn’t guarantee marketing success.

Yes, video is the ‘new black’, but to really stand out, you’ve got to do more than just create something catchy. You’ll have to make an awesome YouTube video.

And to accomplish that, you have to pay attention to your analytics and what they’re telling you about your audience.

Fact is, engagement matters most.

In YouTube’s words, “Our systems have no opinion about what type of video you make and doesn’t favor any particular format. Rather, they try their best to follow the audience by paying attention to.”

Their algorithm sorts through all video content to find and rank it according to:

● what users watch
● what they don’t watch
● how much time they spend watching videos
● likes and dislikes
● ‘not interested’ feedback

And this isn’t news for most video creators. We’ve known that engagement is one of the most important metrics to track. To understand the link between YouTube view velocity and the success of your channel, let’s take a look at what view velocity is.

YouTube view velocity is the speed at which your video receives more views and is measured over a period of 72 hours.

View velocity and higher rankings

On its own, view velocity doesn’t influence rankings. Velocity is an indicator of how much attention your audience is giving your videos.

Rankings are based on a number of metrics and certain actions you take to create and position content. These also include SEO, watch-time, and how appealing your video thumbnail design is.

View velocity is influenced by the above metrics. For example, a search-optimized video with an appealing thumbnail will likely get more clicks that one that doesn’t embody these characteristics.

Paid media’s influence

There isn’t any proof that paid media helps or hurts view velocity. YouTube also doesn’t appear to support a means of tracking view velocity for paid ads yet, but this shouldn’t stop you from getting a little creative.

Locate your total views for a video and see how many clicks you’ve gained. From within your Google Ads account, locate your paid video ads and see how many clicks the ad generated. This should show how many paid views would have helped boost your view velocity within the first 72 hours.

So, what is view velocity good for?

View velocity is best used as an overall indicator of what your audience is really paying attention to and interested in right now. It’s important to note that “interest” is influenced by a number of elements. These could be the types of videos you create or keywords and video titles you use to capture attention.

And as view velocity is measured as an aggregate of views over the first 72 hours, it’s easy to tell what really resonates with your audience.

An important metric view velocity provides

Beyond shedding light on what your audience is really interested in, view velocity pulls back the curtain on an area that many creators have wondered about for some time.

It answers the question:

“What keeps my audience coming back?”

Unfortunately, access to how many viewers keep coming back isn’t something you’ll see in YouTube’s dashboard. Instead, you’ll have to sign up for a Morningfa.me account (your first month is free).

Morningfa.me is an analytics platform that will show you how your videos perform and provide recommendations on how to grow your channel.

It helps you easily figure out how many of your subscribers watch each of your videos. From within your Morningfame account, click on the Velocity tab and you’ll see an estimate of how many subscribers watched each of your videos.

Return subscribers

So, as you can see, view velocity is perfect for influencing the direction of your content.

Since view velocity was introduced, few analytics tools have included it as a metric. In addition to Morningfa.me, VidIQ allows you to gather unique and valuable insights on videos. You can compare videos you own or those of any channel on YouTube. This level of insight can be used to figure out what competitors are doing that’s actually working

vidiq

Image: VidIQ

How to boost your video view velocity

Now that you understand how view velocity can positively influence your YouTube channel, here are seven steps you can take to help boost your videos.

1. Use SEO

YouTube SEO is similar to website SEO. In fact, like Google, YouTube also ranks videos based on how well the content you produce satisfies your audience.

To get more views on YouTube, optimize your video titles and descriptions. This way, people searching for content are more likely to come across your video because YouTube can easily find it based on a keyword search.

 

SEO

Image: Backlinko

2. Increase your Watch-time

Watch-time is a measure of how much time your audience spends watching your videos. It’s a metric creators obsess over because it indicates how valuable your content is. The more watch-time, the more YouTube sees your content as helpful and will potentially rank it higher in YouTube search results.

If you’ve struggled to keep your viewers’ attention, incorporate pattern interrupts. Based on research in the Neuro-Linguistic Programming field, pattern interrupts capture attention by introducing a new idea that’s often unexpected or unrelated. When applied, they can be highly effective. Buffer used them to give their YouTube channel a 59% growth spurt in just 30 days.

3. Design captivating Thumbnail

Thumbnails are typically the first thing your audience will see in search results. The smartest and most successful channels know this and create thumbnails that stop YouTube users from scrolling through their feeds.

For example, a search for the term “how to market using video” shows the importance of incorporating color contrast, text and a character (preferably a person).

Together, these elements make viewers pay attention. They are forced to stop scrolling and spend time reading and digesting thumbnails before moving on.

how to market using video

4. Use CTAs (ask people to like and share)

Call to actions are necessary and important, but often neglected. When used correctly, they can help position more video content to be viewed, helping boost your view velocity.

As a simple rule-of-thumb, ask viewers to like and share your content. Also, be sure to also ask them to click on the notification bell for updates and new content.

subscribe

 

5. Promotion. Promote. Promote.

Like all content, you must spend time promoting your new videos to generate as many views as possible. It’s easier than you think and can help boost your view velocity. Here are three ways to get the word out about your new content:

● Use social media and spread the word on every account you own.
● Send an email broadcast to your list.
● Reach out to friendly channels (social and YouTube) and ask for mention of your new video to help get the word out. If possible, try and secure an email broadcast via a partner.
● Use YouTube Premiere to build anticipation for new video.

6. Use suggested videos

Suggested videos are the perfect tool for keeping viewers on your channel. If you publish videos daily, suggest your latest content at the end of your videos to give the last three videos a boost in views.

 

backlinko

 

7. Get smart about publishing time

Ever wondered when the best time is to publish your videos? According to YouTube and Video marketing consultant Derral Eves, it all depends on where you are in your journey to growing your channel.

He recommends that newer channels focus on producing content and less on when the publish it as they have less of an audience to generate enough analytics-based insights. For more established channels, Eves finds that establishing your peak viewer times is important. But that doesn’t mean you should publish content then.

Eves has found that you should find your peak time and publish content three hours earlier. This window will allow YouTube to notify users so they can consume content during your peak viewing time.

Image: Derral Eves

Eves also recommends consistency. Publishing content at the same time and on the same days helps set the expectation of new content for your audience.

Conclusion

Whether you’re planning to monetize your videos online or market your business, YouTube view velocity tells you what resonates with your audience right now. While there’s no proof that it is used as a metric that directly influences rankings, it indirectly influences rankings through other metrics (think likes, watch-time and views) that YouTube’s algorithm measures for rankings. Therefore, the higher your view velocity is, the greater the probability of your videos ranking higher in results.

Altogether, velocity is best used as a guide. Lean into insights on which videos generate the most views in their first 72 hours to inform you of to create for your audience.
________________________________________

Guest Post By: Amir Shahzeidi

Amir-Shahzeidi

Bio:
Amir is the digital marketing manager at Uscreen, an all-in-one video monetization and live streaming platform that empowers video entrepreneurs and creators to monetize their content and build thriving businesses around their videos.

 

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How To Grow Your Instagram Followers After Algorithm Changes

How To Grow Your Instagram Followers After Algorithm Changes

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Digital Marketing

Instagram is one of the best social media channels for any business, small or large, to engage and connect with other social media users. With as many as 600 million active daily users, it’s no wonder why businesses are flocking to this social platform in droves for their social media marketing needs. However, many are left puzzled about why they are having a hard time reaching new audience segments and growing their followers with a constantly decreasing organic reach. This is all due to the dreaded algorithm changes that happen several times per year.

Instagram’s Algorithm is responsible for selecting content to be displayed in users’ feeds. The system will determine when, how often, and to how many people your content will be shown a post on Instagram. It’s a complicated script of code that, for many, might as well be as intricate as the human brain. Fortunately, you don’t need to understand all of the complexities of how the Instagram algorithm works to take advantage and make it work for you.

You might think that if there were some way to “hack” this system, you could grow your followers and boost your conversion rates, and all would be well. But this isn’t the case.

Officially, Instagram has stated that the platform does not “shadow ban” accounts, which is a term that refers to accounts being blocked from showing up in feeds due to suspicious activity. But as marketers research what works best to boost visibility on their instagram profiles , it’s become evident that the platform favors accounts that show signs of authentic interaction and post quality content.

And that’s the best part! Organically growing your following is possible with some time and dedication. But most importantly, you need to know how to manage your account in a way that will tell Instagram you’re real, and people want to see you rather than just focusing on beating the algorithm. That can be tricky, though. People need to actually want to see you. It is up to you to provide your audience with consistent, valuable, and engaging content.

That being said, gaining visibility by showing up in users’ feeds does take some know-how. Since chronological feeds are a thing of the past, it’s not enough to post content and expect to be seen on recent posts. To let Instagram know that your audience wants to see your content, you need to find ways to get it in front of them so they can interact with it and increase your instagram engagement. If you are consistent with this effort, you may see a snowball effect: valuable content with the right placement creates engagement, and, in turn, Instagram will recognize that your content is in demand and further your reach.

Let’s take a look at some of the dos and don’ts, so you can give yourself an advantage on Instagram by working WITH its algorithm to increase engagement with your social media posts. No hacks are needed, as long as you follow these simple steps.

Buying Followers

Paying for followers can be a quick and effective way to grow your Instagram following, but, unfortunately, this can hurt your account in the long run. In years past, this was a strategy that many people turned to because it worked not only to grow following, but it also boosted exposure. Instagram favored content from accounts that had massive followings because lots of followers must mean lots of interest.

But as of 2019, their system has gotten a lot smarter. The problem now with paying for followers is that it’s not genuine, and the algorithm that is currently in place wants genuine. If you have thousands of followers that are just bots and fake accounts, then they are not engaging with your content. Not only are you paying for followers that will never become customers, but these only increase a vanity metric and you risk your account of getting blocked.

When determining the value of your content, Instagram looks at the numbers of shares and likes relative to your number of followers. Let’s you have 1,000 followers, and one of your posts receives 500 likes. Instagram will recognize that 50% of your following interacted with that piece of content and determine that it must be high-quality content. On the other hand, if you have 50 real followers, and 950 fake followers, even if all 50 like your share, that’s only 5% of your following. This is why it’s more important to take the time to reach real, active users.

Your Account’s Name

Whether you are using a personal account or a business account, you can implement this simple SEO tactic to improve your visibility.

Optimization, and just as Bing or Google, Instagram is a search engine. People are regularly using it to find ideas, products, service providers, memes, cat videos, and the list goes on.

To make yourself more visible in search results, you can add something about yourself to your profile’s name. For example, if you are a personal trainer, you could change your name to “Jane Doe | Personal Trainer Pro.” That way, when someone is searching the phrase “personal trainer,” they will be more likely to view your profile in the search results.

Content

The type of social media content you post has everything to do with how you will be seen on Instagram, and just as importantly, how often you will be seen. You can utilize your content to announce new product launches or product updates, engage customers, reach your target audience, and much more. Getting your content right is one of the most valuable things you can do to expand your organic reach and drive social media engagement. Your Instagram marketing strategy will depend mostly on what kind of business you have and the target audiences that are going to engage with that business.

It can take a lot of time to learn everything you need to know to get this just right. But once you know your audience through and through, you’ll know when and where to reach them. Keep in mind, getting to know the people you want to reach will require some market research.

Research Your Market

Look at other similar brands, and take note of the kinds of people who are engaging with their content and when most of the engagement is taking place. Knowing these two pieces of information can help you decide on the best time to post on Instagram. For example, if your target customer is someone with a high-pressure, time-consuming job, the chances are that they will typically have little time during their day to scroll through their feeds. You may want to schedule your posts in the evening to get the best engagement with these types.

Post social media content that is catered to your audience. If you have a tech company that produces custom software, your customers are likely to be people who wish to consume educational content. You could try posting an interesting video post on something tech-related to get their attention, add a microblog in the description, and include a link to a full-length blog post housed on your website.

Take it a step further and read their comments. What kinds of questions are they asking? What are they saying they would like to see more? What is unique about the content that is getting the most shares and what are the best posting times for you? The answers to these questions will come from the followers are most active and provide incredibly valuable insights when creating Instagram content.

Test Your Content

A little bit of elbow grease thrown in the mix with some trial and error can also tell you what you need to know. Try some A/B testing to find out what and when you should be posting. You can do this by using similar posts at different times of the day, or different posts at the same time of different days. You can track the metrics from these tests pretty easily, and they will show you when and what your audience is most likely to engage.

Talk to Your Audience

Also, get down in those comments and say something clever. Keep the conversation going with people who are taking the time to comment on your Instagram posts. This is an unbeatable way to personalize your brand and build trust with your audience. If you manage to strike up a genuine conversation with someone, send that person a DM.

And don’t be afraid to ask questions. You can ask a question in your followers feeds to get a conversation going, or you can ask in the comments what type of content they are interested in seeing more.

Video on Social Media

Video is quickly becoming recognized for its ability to boost engagement rates with your target audience and grow your social media following. And that’s just the start. Video is a social media tool that is predicted to encompass 82% of all internet consumer traffic by 2022, and 70% of digital marketers are saying that video strategies convert better than any other form of content. There are plenty of compelling video statistics that strongly suggest that you should be using video content in your digital marketing efforts. But, for this article, we’ll be looking at some ways you can use video content for Instagram.

Video is one of the best ways to improve your social presence and customer experience due to one simple fact: it’s what consumers want. You can use videos to explain your products and services, give a behind-the-scenes look at your company culture, and entertain and educate your viewers.

According to Instagram, its new algorithm doesn’t emphasize video unless your followers prioritize video. That means that users who never pause to watch videos in their feed will see fewer of them. But the truth is – people watch videos. Today’s consumers want to connect with your brand on a personal level before becoming customers, and a custom video that is tailored to your target audience is one of the best engagement opportunities you can use to humanize your brand voice and bring a better user experience .

According to Hootsuite, there is an 80% increase year-over-year of video traffic over the internet, so don’t waste any more time. Post on IGTV, use a video ad, share an Instagram Story, go Live, or post a video to your feed to increase the time your audience spends with each post.

#Hashtags

Hashtags are an extremely valuable tool for social networking and marketing your business on Instagram. They can be used to expand your reach, get your posts in front of people who are interested in your field of expertise, and gather new followers. Most people already know this, but they may be unaware of the right way to use hashtags and the advantages they can bring.

Change Them Up

Many business owners and Instagram marketers have a list of hashtags that they copy and paste into every post without ever really changing anything. In the past, this may have been an effective strategy, but this is no longer the case. Instagram’s updates now see this practice as being spammy and automated. Today’s consumers want genuine, real-time engagement, and the businesses that provide this receive the most interaction from their audiences. To keep your hashtags fresh and show Instagram that you are actively running your account without bots and extensions, you’ll need to switch it up a bit.

With that being said, there is nothing wrong with re-using hashtags as long as you’re not using the same 30 in every post. Rotate the hashtags that you are using, and never post the same list twice.

Find Those Buzzwords

Do some hashtag research by looking at similar accounts and browsing for lists of trending hashtags on the web. Compile a list of all the hashtags that are relevant and customized for your content. Once you’ve done this, you can begin to break it down into smaller lists from which you can mix and match different tags for each post.

Big Hashtags vs. Little Hashtags

You’ll want to break your list down into two or three separate lists with varying hashtags sizes. By hashtag size, we don’t necessarily mean the length of text within the hashtag, though this can be a determining factor in the size of the tag. By size, we are referring to the number of people who follow each hashtag. You can determine this by typing each tag into the search bar, and the number of followers will be clearly visible next to the tag.

Big hashtags are great because they have millions of followers who will all see your posts and love your business, right? If only it were that easy. The problem with big hashtags is that they are constantly being posted, which means that your post may be quickly buried and is less likely to be seen.

The best practice is to combine different sizes of hashtags, including small, medium, and large, which may vary depending on your industry. Also, try adding another list of long-form hashtags, which contain entire, short phrases. These will have much smaller followings because they are very specific, but the probability that someone within that following will see your post is much higher.

Community Engagement

Actively engaging in your online community is undoubtedly going to be the most time-consuming part of growing your following on Instagram. Still, it will more than likely be the most effective. When you are just getting started, you could make this into a full-time job for a social media manager. But don’t obsess too much. Even just spending a few minutes a day using the direct message functionality can make a huge difference. You could set aside the time use for a coffee break to check your instagram account messages and reply to comments, and the upside is that you can still drink your coffee while doing this!

Collaborate with Your Peers

There are many ways you can engage with your social media community on Instagram, but how can you do it in a way that will be effective without taking up too much of your time? One way is to engage in the comment sections on accounts that are similar to yours. These places are great for starting conversations and getting secondary followers. Secondary followers are people who decide to follow your account because it is related to a hashtag or another account that interests them.

But it may not be a good idea to openly promote yourself in this area. Remember to respect the fact that you’re commenting on someone else’s posts. However, you can always try talking to other people within your industry to find out if they would be interested in promoting one another’s accounts. Ask them if they would like to do a mutual shout-out, where you both @ each other in the description of one of your posts. Look for people with a similar number of followers on their account. If you have 2,000 social media followers, and you ask someone who has 20,000, chances are you won’t even get a reply, let alone a shout-out.

Contests and Giveaways

Another great way to get people interested in your social media account is to run contests and giveaways using Instagram posts. This is pretty straightforward, so we won’t go into too much detail here. Run a or Instagram story post letting people know that you’re holding a raffle of sorts for a free product, service, demo, etc. In the description, tell what all of the contest’s rules are. You may have some additional stipulations, but we suggest you start with just a few: like, comment @ three other people, and share. This is a great way to boost visibility for your post, so be sure to utilize all the tactics we mentioned above to increase engagement rates and visibility even more.

Always Be Testing

We hope that this guide for marketers has helped you gain some practical knowledge about how you can improve your business profile’s performance and promote brand awareness. This is by no means a comprehensive list of everything you can do to engage your audience and make your account shine. Still, it’s certainly full tips for increasing your social account’s performance and ways to get started, which will hopefully help you save time when developing your marketing strategy.

Remember that growing your following on Instagram can take a lot of time and patience, so don’t shoot for the moon just yet. Set small, achievable goals that are in the direction of the moon, each one a little bit bigger than the last. Make a plan for how you intend to accomplish each goal and stick to it. Find out what works and double down on that. If you can, fix what isn’t working, but don’t let it take away from what is bringing you results.

Successfully increasing your social media engagement on Instagram and developing your brand voice is a simple process. Be visible. Utilize search engine optimization to make sure that people can find you even when they’re not specifically looking for you. And when they do find you, make sure they know right away what you do.

Provide value. Post content that people want to see. There’s no shortcut to originality, so it’s best to stick with what you know and share more as you grow. Engage your audience. Let them know that you’re there and that you want to talk to them. Be available and knowledgeable to answer their questions.

Collaborate. Get to know other people in your industry and see what you can do for each other to mutually benefit. Don’t be shy about it. Not too many business owners are going to turn down free publicity.

We know how difficult it is to grow your business from the ground up using only the marketing tools available through social media and especially when trying to grow on instagram lately. We believe that paying attention and providing value first is the way to build lasting relationships with existing and potential customers. Check out our other blogs and learn more ways to build your online business.

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THIS IS ONE STRATEGY I HAVE BEEN TALKING ABOUT FOR 6 MONTHS NOW AND NO ONE IS LISTENING!!!

ANYONE WHO IS A B2B BUSINESS OWNER NEEDS TO ACT ON THIS IF YOU WANT TO BE A TOP COMPANY IN YOUR INDUSTRY.

Clutch.co is the #1 review ranking site for B2B companies, and any time someone searches in google for say……….best Design Companies in New York…….or best SAAS companies in Miami, Google will show Clutch in the number one spot to find these top companies.

This is because Clutch verifies every client review you can get with a 20-minute phone call with your client to make sure they are real. No other review company is as strict in verifying reviews at the moment, so Google has placed them as the top B2B review site online.

The more 5 star reviews they can verify, the higher the review ratings you get for your company.

Take a look below and you will see that WE ARE THE #3 RANKED COMPANY OUT OF 24,000 OTHER AGENCIES FOR…….. TOP SOCIAL MEDIA MARKETING COMPANIES.

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Here is a link to the clutch ranking page Strong Social Top Social Rankings to see this in more detail.

We currently receive between 300 to 500 new visitors each month from this website for high rankings. This results in 20 to 30 lead requests for our services. This is the best traffic we have ever seen because each person on Clutch is looking for top companies to work with so they are intent-based searches and highly qualified.

This results in almost 10 new clients each month for us all from simply gathering reviews from our clients and getting them posted and verified. With less then 10 reviews we are already #3 out of 24,000 other companies and will get to that #1 position in a month or two more with 20 more reviews.

I URGE ALL B2B COMPANIES TO SET UP YOUR FREE CLUTCH ACCOUNT AND START GATHERING REVIEWS. THIS IS THE TOP INBOUND STRATEGY FOR 2020, AND THE BEST QUALITY OF LEAD YOU WILL FIND ANYWHERE ONLINE.

AND IT´S FREE!!!

If you put in the few hours of work to do this and try to get 5 to 10, 5-star reviews let me know and I will tell you how to optimize your rankings on Clutch and 4 other review websites that do the same thing.

****Send me a message for tips and other top review sites where you can do the same thing once your Clutch profile is set up.

 

Jason Gordon – Founder & CEO

 

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Why Ignoring Content Marketing Will Cost You Sales

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Digital Marketing

The importance of content marketing is something that all companies need to recognize in today’s digitally dominated business environment. With well over half of the world’s population using the internet regularly, it makes very little sense for companies not to be investing in content for your marketing efforts. Users want to read, engage, and share informative and valuable content regularly. Why would a brand not want to be a part of that?

Well, statistically speaking, most brands are using some form of content marketing strategy, so that is not the problem. Instead, the issue is that most of these brands don’t understand the concept of content marketing. And as a result, their strategy is to create and post content, hoping that potential customers will somehow be enticed and ready to buy their products. 

Unfortunately, it’s not always that simple. Content marketing is a form of inbound marketing. The idea behind this digital marketing strategy is that instead of bombarding people with ads and promotions, you are providing your target audience with valuable content in exchange for their business. Though this investment in content will cost you time, it will give you numerous benefits, which will increase your conversion rates and bottom line. What’s more, you will be able to circumvent the so-called ad fatigue that’s been plaguing advertising for some time now. 

So, why will ignoring content marketing cost you sales? Or to put it differently, how will content marketing help you increase your sales and conversion rates? What are the benefits of content marketing, and how can you utilize it to your advantage? Here are a few reasons why you should invest in content marketing.

Good Storytelling

Inbound marketers need to be able to tell a good story to help their organizations gain more followers. Humans are predisposed to good storytelling, and they will be more inclined to follow your brand if you are posting engaging, custom content. It was Nirmal Gyanwali, a Sydney-based web design expert, that said “Content marketing, when done properly, is bound to generate more inbound traffic to your site for the reason that good content marketing focuses on what the people want to hear and not what the business wants to tell them. Stories are good bait. [Listeners will] always bite.”

As such, the stories you tell need to be in tune with what your target audience wants to hear. Take a friendly and accessible approach that’s able to captivate your audience with valuable insights and authentic stories. This type of custom content will be more likely to bring in sales. It will also help you develop meaningful relationships with customers, which will build trust in your brand’s authority. 

Increased Website Traffic

Statistics show that successful content marketing campaigns generate up to 7.8 times more website traffic. It is a significant margin, considering that your website should be the central hub of all of your digital marketing initiatives. Basically, the more people that come to your site, the more sales you’ll be able to generate. Just ask your sales team about it. 

Posting high-quality, consistent content on social media platforms, whether it’s in the form of blog posts, video content, images, infographics, etc.. should provide your target audience with a call to action redirecting them to a landing page on your site. 

Better Website SEO

We all want our websites to rank high in Google’s search engine. If it’s on the first page and among the top three search results, even better. But for that to happen, you need excellent search engine optimization for your website. Luckily, creating content that your audience enjoys will help improve your search results rankings. Keep in mind that with Google’s somewhat recent algorithm updates, low-quality content will have a negative impact on your site’s searchability. 

Marketing statistics show that long-form content, somewhere between 800 and 1,600 words, generates the best results. Not because of the word count, exactly, but because of the extra time and effort you have to put into it. With longer content, you need to do more research, add more backlinks, and increase the chances of having your blog post backlinked, in return. Google’s algorithm update takes these things into consideration, and as a result, long-form content is currently the way to go to improve SEO

Superior Lead Generating

While content marketing is, on average, 62% cheaper than outbound forms of marketing such as paid advertising, it also can generate three times as many leads. The key to using content to generate qualified leads and customers is distribution. Getting your content in front of the right people can be somewhat challenging at first. There are many options as far as places to post in hopes of bringing traffic back to your site. Among these, LinkedIn groups, Facebook groups, Medium, and other social networks are the best places to start.

When your marketing team is creating content for sharing on these busy networks, they should prioritize the following:

  • Aesthetics (appealing background) 
  • An attention-grabbing headline
  • Strong bullet points (based on benefits)
  • Social proofs & call-to-action (testimonials, media mentions, and opt-in forms)
  • Visual appeal (a personal photo, if appropriate)

Stronger Customer Relationships

By keeping your customers engaged with interesting content in their social media feeds, you are sure to build stronger and longer-lasting relationships with them. Fail to develop meaningful content that provides answers to the questions your customers are asking, and you will see many of them turn to the competition. 

A product-heavy digital marketing strategy is no longer viable for providing a positive brand experience and generating leads. After being constantly bombarded with ads and promotions, millions of people are turning to ad blockers for relief. Offering constant sales and promotions will not always help either. This is especially true if these offers don’t match with the consumer’s buyer’s journey stage. And if they don’t meet the customer where they’re at, these may even turn them away. 

Always Be Testing

Successful business owners can no longer ignore the importance of providing valuable content creation to enhance customer experience and engage with their target market. Your customer-focused content marketing strategy should deliver consistent and meaningful content that resonates with your audience at every stage of their customer journey, building trust with them along the way. This is the best and most proven way for you to increase your sales in the digital age and develop meaningful relationships with your customers and your target market.

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How Can Social Media Help With Content Marketing?

How Can Social Media Help With Content Marketing?

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Digital Marketing

How can social media help with content marketing? Well, when talking about social media in the context of content marketing, you have to look at it as a means of distribution. All business owners with a substantial online presence can tell you that content marketing is the quickest way to increase organic traffic while social media will increase your customer base.

Doing them together, as part of an all-encompassing marketing campaign, should be on every business priority list. When creating and distributing informative content, you will reach new audiences and have access to influencers. Also, social media platforms offer an excellent opportunity for customer service. It allows you to answer people’s questions and convert them into customers overtime.

As your social networks are the primary channels for content distribution, it will be where your customers will engage with your brand the most. By extension, this also makes them excellent sources to gather feedback.

So, how can social media help with content marketing? Below are some useful content marketing strategies that will work great on various social platforms.

Identifying Your Audience

It is essential to keep in mind that your content marketing efforts will be in vain if you have little understanding of your target audience. When marketers plan to create content, be it a blog post, video, image, infographic, etc., they should always have their target audience in mind.

Who are they? How old? Where are they from? What’s their income? What devices do they use when they consume your content? When do they see it? What do they want, like, dislike, and care about? Do they have shared interests? All of these questions and more will help you determine what kind of content to create in the future. 

Luckily, however, social media channels have analytics tools that can help you learn more about them. All of this information will create a so-called “customer persona” that incorporates all the traits that your target audience has. Of course, this is a numbers game and variations will occur. Nevertheless, social media analytics will tell you more about your audience so that your content plan will be more relevant to them. 

In addition to using these analytics tools, you can also create various surveys on social media to gather feedback and further insights about your customers and prospects.  

Optimizing Content

A sound content marketing strategy should also allow for optimization. By using the analytics tools mentioned above, and by understanding your target audience, you can tailor your content for optimal results. 

That said, you can also use these analytics tools to determine which pieces of content are performing well and which are not. It is a further insight into what your audience appreciates. Social listening is another excellent way of doing this. 

When you’ve taken a look at how your content is performing on social media platforms, you can use this data for optimizing material that isn’t doing well. Keep in mind that customer preferences can and will change over time. What was once relevant to them, may not be so after six months. You should keep a constant eye on content performance and employ a continuous customer feedback loop for continuous content optimization. 

When it comes to underperforming content for social or website, instead of letting it collect digital dust, consider sprucing it up and reuse it. Consider it a bit like digital marketing recycling, if you will. Always keep your audience’s interests in mind, and add more relevant and informative content to your old blog posts. You can then repost it on social media. 

Influencer Marketing

Influencers are a great way to boost your social media presence and boost your content marketing initiatives. Influencer marketing is a sort of word-of-mouth advertising that uses thought leaders or some authority in the field to drive a brand’s voice to a specific niche of listeners. 

If, for instance, you’re looking to get the word out about a product launch or an upcoming event, you can work with influencers to spread that word for you. Similarly, you can use influencers to promote your products. These influencers can be anyone from celebrities, journalists, bloggers, Instagram and YouTube personalities, etc. They’ll use their social channels to engage with their audiences to let them know about your brand. 

Some small to medium-sized businesses can’t afford a celebrity to speak on their behalf. Micro-influencers are an excellent option and can be a much better alternative. Keep in mind that movie stars, athletes, and other celebrities have millions of followers, most of whom may not care about your product. 

Micro-influencers, on the other hand, have a niche audience, typically between 10 to 500K followers. These people have more in common with each other, and by extension, with your brand. The key is to work with the right influencers whose followers fit within your target audience. 

Competition Insights

The chances are that you’re not a pioneer in a new field of industry. It means that you have competitors vying over a similar target audience. You will want to know what they’re doing as part of their social media strategy. What’s their focus, target market, strengths, and weaknesses? Conducting a social media competitive analysis will provide you these insights. 

You could implement some social media monitoring to spot your competitors’ weak areas. If, for example, they have an active Facebook presence but are weak on Twitter or Instagram, you can build your presence on these platforms and get the upper hand with fewer invested resources. 

You can also look at what types of content your competitors are creating and what individual pieces of content are working best for them. With this information, you can try to replicate or create better content. Also, know that there’s a strong chance your competitors are doing the same thing to you. 

Always Be Testing

The role of social media in online marketing can no longer be ignored by any business wishing to promote brand awareness and boost their online presence. Integrating your social media activity with your marketing objective is an indispensable tool for improving customer experience. Social media is the top of the funnel for lead generation, and it is one of the best ways to drive sales for your business.

Knowing your audience and creating engaging content is vital for maintaining your online reputation. Your content marketing program should be tailored for your potential customers.

When you know who you are trying to reach, finding them on social media becomes much easier. Reaching them where they are at is much easier than bringing them all to one place. Utilizing the services of someone who is already engaged with your target audience is a great opportunity to meet them where they’re at.

Publishing content is not necessarily a one and done process. You should revisit old content and optimize it as you develop your social media marketing strategies. However you decide to move forward you should always be testing and see what works best for you business. 

Watch what your competitors are doing, and learn from both their successes and failures. It is much more cost-effective to learn from other people’s mistakes than your own.

If you want to learn more about the usefulness of social media as part of your content marketing strategy, contact us today. Our team of specialized digital marketers will answer all of your questions and help you with your business objectives.

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What’s the Secret to Great Content Marketing?

What’s the Secret to Great Content Marketing?

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Digital Marketing

To understand the secret to great content marketing, you will first have to understand what content marketing is and how it operates. Many businesses and marketers completely misunderstand these concepts and end up using it haphazardly, producing no meaningful results through their content marketing efforts.

According to the Content Marketing Institute, “content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

This method goes entirely against traditional marketing efforts. Digital marketing, or marketing conducted over a digital environment, can be separated into two major categories.

The Two Different Marketing Strategies

Outbound marketing, or sometimes known as interruption marketing, is how businesses were promoting their products and services before the internet. This method is still in use today, even over the internet. It consists of techniques such as advertising, promotions, PR, email spamming, direct mail, cold calling, sales, etc. Unfortunately, this marketing strategy tends to backfire, leading many consumers to suffer from a phenomenon known as ad fatigue

Inbound marketing is a marketing technique that aims to draw in customers to products and services by providing them with something of value in exchange for their business. Content marketing, social media marketing, video content marketing, branding, and SEO are some examples of inbound marketing. One of the significant benefits of inbound marketing is that it’s less intrusive than outbound, allowing customers to come in of their own accord. 

Many companies can’t tell this difference and misapply content marketing. So, what’s the secret to successful content marketing? Below are several steps that will help you answer this question.

The Content Marketing Strategy Goal

Every successful endeavor needs to start with a plan, and your content marketing is no exception. Fundamentally, your content strategies should be all about why. Why you are using it in the first place, and what are your content marketing goals? Some companies look for better engagement rates. Others want to lower their costs, while others are looking to generate more leads

So, before you start the process of creating material, you need to define why you are making it. Are you trying to become a thought leader in your industry? Do you need more recognition for your personal brand?

Having clear content marketing goals early on will help you determine other decisions as you craft your content marketing programs. You need to know where you are headed before starting on the journey. Keep in mind that there is no one-size-fits-all approach, and some trial-and-error will be required. Every business is different, desires different things, and will generate different results. Nevertheless, employing certain techniques and producing a lot of content will help you. 

This can be a challenging task to undertake on your own, and you may benefit from speaking with someone who specializes in marketing consulting. Having an effective project management professional who will guide you in your marketing efforts can be a critical factor for your content marketing success. Someone with a strong background in the content marketing industry can assist you with content creation, deciding on what types of content will be beneficial for your business, and developing an impeccable marketing program to promote brand awareness and improve your ROI.

Content marketing consulting is a vast and diverse industry. It is up to you to find the right organizations and individuals to build relationships and develop content marketing programs to accomplish your business goals.

Content Marketing Metrics and KPIs

Once your business goals are set in place, the next step is to identify and monitor the metrics that will help you get there. Numerous KPIs and metrics can be taken into consideration. Some of the most important, in our opinion, are unique visitors, geographical location, bounce rates, click patterns, page views, comments, and shares. All of these metrics can be tracked by using Google Analytics or similar marketing analytics tools.

  • Unique Visitors – This standard metric will show you how many people have viewed every piece of content within a predetermined period. This KPI acts as a baseline on which you can compare different types of content and trends over time.  
  • Geographic Location – This KPI shows where your content is being read. It helps you optimize your content ideas based on geographic locations that make the most sense for your company. 
  • Bounce Rates – This indicates the average time spent on every blog post or piece of content. The longer viewers spend on a page, the more valuable it is for them. High bounce rates, on the other hand, means that your material is not engaging enough. 
  • Click Patterns – A less obvious KPI are click patterns. Google Analytics and other similar tools allow you to monitor this metric. This will help you determine what is relevant to your audience and how to optimize your design and content. 
  • Page Views – This metric is generally overlooked but can provide valuable insights. This KPI tracks the number of pages a user has accessed before leaving your site. A combination of high numbers of page views and unique visitors can indicate that you have killer content that keeps viewers engaged. 
  • Comments – Once you post your content on social media, you can expect people to start commenting on it. Never make the mistake of blocking comments on a post. Instead, embrace it even if the discussion turns negative. Social media is a perfect environment for two-way communication, acting as an excellent customer service tool. The key is to answer and engage with customers promptly.  
  • Shares – Creating shareable content should be on every marketer’s mind. The more shares a piece of content receives, the better. 

SMART Goals and KPIs                      

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. Whether it’s the goal of your content marketing strategy or the KPIs that help you keep track of it, you should always use the SMART approach. Many businesses are unaware of this technique and usually, have unrealistic expectations from what their digital marketing strategy can deliver. 

  • Specific – Your goal and KPIs need to be explicit enough so that you can focus your efforts on achieving them. 
  • Measurable – You need to measure and keep track of these metrics before you assign them. 
  • Achievable – The goals you set for your content marketing strategy will stretch your abilities. Nevertheless, they also need to remain realistic and attainable to be successful. Try thinking outside the box and explore overlooked resources that may help bring you closer to that goal. 
  • Relevant – Always make sure that the goals and KPIs you use will align with your marketing strategy and goals. 
  • Time-bound – You will need to set a target date for each of these milestones. It will help ensure that you are making progress. 

An example of a SMART goal would be something like 2,000 more Facebook followers within three months, rather than more sales. 

Who’s Your Target Audience?

To create effective content and have a successful content marketing strategy, you will need to know your target audience. This means that you need to figure out who they are as well as their wants, needs, and pain points. The more information you have about your target audience, the better the chances of fulfilling your goals. 

Google Analytics and social media audience analysis tools will help you determine many of these factors. You can start developing the buyer’s persona – the fictional and generalized representation of the ideal customer. Make sure that every piece of content aligns with the personas’ interests. This will help motivate them to move down the customer journey. All content ideas should be tailored in such a way and provided at the right time to obtain your objective. 

Great Content for a Continuously Changing Target Audience

You should always keep in mind that any audience persona will change over time, and your content creation techniques should change with it. This is why you should regularly check your audience’s data and tweak the buyer’s persona accordingly. This way, you will ensure a constant influx of value with every piece of material you post on social networks or your landing pages.

Somewhat recently, Google introduced a new algorithm that favors a blog post or other text that is valuable to the reader. So, by staying on top of your target audience, you will also improve your site’s SEO ranking. Additionally, this audience insight will tell you which keywords to use for your content ideas. It helps drive organic traffic to your website. 

Focus on Long-Form Content

When creating posts to complement your social media strategy, you need to pay attention to its length. In the early days of content marketing, short content ruled the internet. Marketers realized that quantity trumps quality and attracted people’s attention with sheer numbers. But today, long-form content – over 1,000 words – reigns supreme. Also, Google’s algorithm can detect what is engaging content and what isn’t. It will help with search engine rankings. 

According to Neil Patel, this type of original content will earn you more online visibility through social shares and links. This visibility will increase your authority in the industry, help build trust, and provide more opportunity for engagement. 

Content Marketing Success and Email Marketing

All of your digital marketing campaigns need to contain an email component. While your social media, content, SEO, and other forms of digital marketing are designed to attract potential customers, email marketing is designed to nurture those leads before, during, and after their sales journey. 

Email lists are an excellent way of keeping potential customers engaged and up-to-date on your business. There are email providers that can sell you one such email list or allow you to rent it. The problem with using email lists from a third party is that the owners of those emails may not want anything to do with your business. 

Building an exclusive email list is the best way to go. By sharing gated content with those willing to provide their email, you will make such a list in no time. You should also promote that content on social channels as well as include sharing buttons in emails. 

Conclusion

A great content marketing strategy revolves around knowing what you want to achieve and keeping track of the milestones. Always remember that your audience is the one that ultimately creates content, while social media provides an excellent environment for engagement. Email marketing is where you nurture your leads and help them through the last stage of their customer journey.  

Strong Social is here to help you with every content marketing question you may have. Contact us today and develop a successful content marketing strategy that will best suit your organization.

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