Friday, July 28, 2017
Thursday, July 27, 2017
Facebook is one of the biggest source of news on the internet. This makes Facebook even more responsible for what is being shared on the platform. Recently, the social media giant has been working on putting up measures against fake news shared on the site.
On 18 July, Facebook removed the ability to edit the text shown in a preview of a link shared onto the platform. This means you can no longer use a customized image, text, or headline when you share a link to your landing page on Facebook.
Here’s what Matthew Robertson from Facebook says in his blog post on Facebook’s developers blog:
“By removing the ability to customize link metadata (i.e. headline, description, image) from all link sharing entry points on Facebook, we are eliminating a channel that has been abused to post false news.”
But Facebook is also working on a solution to support publishers that use this functionality quite often.
“Today we’re also releasing a solution to support publishers who rely on overwriting link preview metadata to customize how their content appears to audiences on Facebook. We’re introducing a tab in Page Publishing Tools for publishers to indicate link ownership and continue editing how their own links appear on Facebook. For more information please visit our Help Center.”
However, this tool will be available only to publishers in the fields of news, sports, and entertainment. Facebook product team justifies this decision by saying that they found out that many of these Page types modify links to their own articles.
How will this affect GetResponse landing pages?
If you have a Facebook page and your business is not operating in the field of media, you won’t have the Link Ownership tab, which could let you edit your links.
In such a case, you need to be sure that the landing page you share on Facebook has all the required Open Graph properties. The Open Graph properties are generated automatically once you fill in the details of your landing page inside the landing page settings.
Here’s how to do it step-by-step:
1. Make sure you fill in the page title and description fields, and upload a Facebook share image.
You can find all of these inside the landing page creator. Simply click on the gear icon. The proper size for a Facebook share image is 1200 x 630.
2. Publish your page and go to your Facebook page to share the URL.
3. Publish your post.
If you would like to make any changes on the image, description or the title, just go back to the settings inside the landing page creator.
Also, Facebook created a link debugger that allows you to see a preview of how your links would look like. This may also come handy.
Back to you
Were you modifying your links often before sharing them on Facebook? Do you think this would affect small businesses and the way they reach their audience?
Let us know in the comments.
The post How to Modify Facebook Open Graph Properties of Your Landing Pages appeared first on GetResponse Blog - Online Marketing Tips.
In the quest to generate business growth, most marketers and business owners realize the importance of an effective content marketing strategy. Such a strategy will usually include:
- Defining your business goals – what do you really want to achieve?
- Defining your existing audience and your ideal audience – are you reaching the right people? Who should you be reaching?
- Understanding what has worked best in the past – look at past content and see how it has performed.
- Assessing your previous content marketing tactic – what type(s) of content should you be producing moving forward and how should you be reaching out? Time to try new things?
- Consideration of time and resources – what will you need and how long will it take to produce the content that you think will work best. Will your plan be cost effective?
- Adapting your plan to fit available hours – your plan needs to be achievable.
- Mapping out the plan – what progress are you expecting day-by-day over the next three months?
These steps will go a long way to helping you plan your content. However, producing high quality content may become increasingly difficult over time without fresh ideas. What do you do if you feel as though your source of ideas is drying up? How do you deal with content block and, more specifically, blogger’s block?
Don’t have an answer to those questions? We’re here to help. Here are 10 prompts to overcome blogger’s block so you never feel like you’ve hit the creative wall again.
1. Recycle an old blog – repurposing
Writers are often so focused on generating new ideas that they neglect much of the great stuff they have produced before. Don’t forget that your audience will expand as you reach new people. Also, those that have read your previous great content are not going to remember every gem that you wrote for them. SmartBlogger identifies 7 superb ways to repurpose your blogs.
Many bloggers are used to including links to other articles for further reading anyway. Why not go back and explore those avenues that were only referred to?
Celebrate your best material
We have all produced articles that we are particularly proud of and that have performed well in terms of engagement. If you have carried out a content audit, you will know the blogs that stood out. Take the best ones, showcase them and make it easy for your audience to find them. Link them to a specific page that you can freshly promote. You can present your best work in segments, explaining why that content was special and encouraging the reader to find out more.
Change the format
OK, this is not so much lifting blogger’s block as deciding to present ideas in a different way instead. But it’s useful so it’s here. Take a previous blog and present the same ideas as a podcast or a vlog. Not everyone wants to read. Some may prefer a funky video or something more interactive.
Publish your blog again on other sites
I know what you’re thinking. This sounds naughty. Isn’t this duplicate content? Fear not. Unless the content is particularly spammy or keyword-stuffed, you will not receive a penalty for duplicate content. Here’s what Google’s head of search spam Matt Cutts had to say about it:
While this video was published in 2013, the principles still stand today, so go ahead and find suitable sites with bigger audiences than yours and post your blogs in there. There are many sites that allow replenished content. One excellent example is Medium.
Are you sitting on a book?
The purpose of this article is not to tell you how to go about publishing a book. That said, do take note that it only takes around 10,000 words for a decent eBook that you can publish on Kindle. What does that amount to? It could be as little as five or six decent, meaty blog posts. You may need to do some editing to join them up with a strong introduction and ending but the ingredients are already there in your archive. Fill your boots.
Mailshot your old content
If you have a subscriber list of people who are reading your content on a regular basis, there is nothing to stop you sending them a regular email with links to older material from your archive. The beauty of this is that even if you take a break from creating new content, you will still be touching base with your audience and reminding them of some great work they may have forgotten about.
2. Let your content calendar inspire you
A strong content strategy will mean understanding the opportunities for creating content that arise from events taking place throughout the year. A content calendar is a two-way street for creativity. On the one hand, there will be ideas that you already know about that you will insert into the calendar. On the other hand, events that are relevant to your audience – remember the importance of defining your audience and your business goals – will prompt blog ideas that had not initially sprung to mind.
Take a look at the Forbes 2017 content calendar below. If you look closely, you will also notice excellent opportunities for spin-off blog ideas.
3. Revisit your business goals
This sounds so simple, but it needs to be considered. When was the last time you checked the material that you were covering with your blogs and compared this to the business goals you want to achieve?
- Have your business goals changed over time? If so, did your content change as well?
- Are there any blind spots? Make sure you are addressing all your goals.
- Are the goals that you are trying to address effectively being covered with the content you have produced so far?
These are just a few questions to provoke thought. It gets too easy to get carried away with content and to lose focus on what really counts – the business goals. Uncovering blind spots, for example, will open up entirely new avenues for creating blog content.
4. Revisit your existing and ideal audience
You have to ask yourself if your blogs are matching the needs and requirements of your audience. A content audit will show which blogs have been successful and that is fine in itself but it is not the complete story.
When you take a closer look at the blogs that have performed well, ask yourself –were they gaining traction from the right audience? That is question number one. There’s no point in creating similar content or repurposing content that is reaching the wrong people. Secondly, the content that has attracted strong engagement from the right people does not give the full picture. Three questions arise:
- Are you reaching the full spectrum that you should?
- Is your content right for your ideal audience?
- What is the ideal content for your audience?
5. Use deadlines to push you further
There is nothing like a little pressure to perform better. Deadlines act as prompts and reminders that something needs to be done.
How often can you blog? That’s a different article. However, whatever you decide, ensure there is a deadline to be met. If an article must go out every Wednesday, you may create a weekly deadline on Tuesday for which the article must be complete and ready for uploading. From there, you may decide that Monday is planning day for deciding what subject matter is going to be covered.
What you are doing here by planning and putting deadlines in place is preventing the risk of floating aimlessly, waiting for inspiration that may or may not be forthcoming.
This article in The Balance identifies eight reasons why entrepreneurs need deadlines. These include things like holding us accountable for our own goals and keeping momentum moving in a positive direction. Anything that makes us mindful of our marketing goals will make us more effective at identifying ideas for blog content.
6. Stay updated with Google Alerts
Creating content is all about aiming to achieve marketing goals by reaching a clearly defined audience. If you have defined your audience, you know what subject matter they are interested in. Therefore, it makes sense to stay up to date with the latest news and opinion on that subject matter. That’s where Google Alerts can come in very useful.
Creating an Alert is really easy and you are given loads of options. How often do you want to be alerted? What language? You can also decide whether to have the alerts appear in an RSS feed or sent to your email address.
7. Don’t stop learning
If you are not learning something new, perhaps you are resting too much on your laurels. Having a thirst for knowledge should come naturally to you. Indulge yourself. Enroll on a webinar, read other material, keep an eye out for industry changes – just don’t stand still.
By exploring other avenues, you may also be provoked to write other articles about the activity of learning. By presenting well-thought-out, authoritative opinions on what is out there, you create the possibility of being seen as a thought leader.
8. Stay in the discussion
Staying connected with the right communities on platforms such as LinkedIn will ensure that you are aware of what others are talking about in your industry. You may want to give a commentary on a trend that you are observing. Perhaps you have good reason to want to buck that trend. Do you have something to add that nobody else is acknowledging?
LinkedIn, in most cases, is also a great place to share the content that you produce.
9. Follow the right people
Remember that there are already thought leaders out there who are sharing great ideas that you can use. Whether on Twitter, LinkedIn or any other platform, there are people who are determined to discuss an issue before anybody else does, be the odd one out, and push an idea that is provocative.
These people are golden, because, in theory at least, they will be doing the research for you – although it is much more rewarding to do it yourself. There is nothing wrong with sharing their articles, but isn’t it much better to let the ideas bounce around in your head, add a few of your own, and then create original content?
10. Talk about Infographics (or other content)
Yes, you heard me. Use an infographic as the springboard for an article. Expand on the information provided, critique the assumptions made by others on the basis of the infographic. There are loads of options. You can describe, challenge, or build on the information. The infographic itself will also make a part of the blog itself. Here’s one of my favorites from Bloomberg:
It will be a while before my face appears in this particular infographic, but I hope this blog article has taken us both a step closer. Now there is nothing to hold you back from writing as much content as you want. The inspiration is out there. All you need are the right tools, the right approach and the right mindset.
Got any more ideas to help your fellow marketers overcome blogger’s block? Let us know in the comments below.
When’s the last time you felt special?
Go ahead… close your eyes and visualize the last time your boss called you out in a group to recognize your excellent performance. Or the last time your grandmother mailed you a special batch of your favorite cookies.
Now, imagine being able to replicate that feeling for your audience with a marketing campaign.
Problem is, one-to-many communication is difficult.
And while you may not be able to give people the exact same feeling they get from a special delivery of grandma’s cookies, showing empathy and delivering personalized messages really can make prospects feel like you understand them. (And that can have a positive impact on your campaign’s KPIs.)
But you need to be willing to go further than just calling them out by name…
Unbounce’s recent pricing update campaign
In March 2017, Unbounce launched a campaign to roll out our new pricing plans. We knew pricing plan updates were a sensitive subject, so we wanted to go above and beyond to explain exactly how our new pricing plans would be delivering more value to our customers.
We injected a bit of humor and a whole lotta personalization into the campaign:
We learned a lot along the way, and we want to share step-by-step instructions for three of the most effective tactics we used to created ultra-personalized messages for an audience of 10K+ Unbounce customers:
- A custom image delivered as part of an email series (which boosted email click-through rates)
- Hyper-customized landing pages with Dynamic Text Replacement to ensure that our messaging was tailored to every cohort we targeted with our campaign
- A prompt for customers to set a personalized calendar reminder for the date the deal was set to expire
Let’s put all that data you’re collecting on leads to good use, shall we?
Idea #1: Create a custom image and boost email click-throughs
As they say, the most-loved word in any language is your own name. For our campaign, we experimented with sending an email that contained an image thumbnail customized with the reader’s first name:
We hypothesized that this would result in an increase in email click-through rate.
How’d it perform?
Before we rolled out the personalized thumbnail in our own campaign, we did a small batch test to validate our hypothesis that a personalized image could increase click-through rates. Here’s how it played out:
|Generic thumbnail||Personalized thumbnail|
While a two percent difference may not seem like anything to write home about, that’s a relative difference of 50%. Using a personalized thumbnail helped us reach our conversion goal and it even spurred replies like this:
I thought you’d never ask!
How to personalize a video thumbnail image
First, we built the base image (the picture of Kieran above) and edited the image in Photoshop to add the text.
Next, we uploaded the image to a third-party tool called Cloudinary, which performed all the heavy lifting of customizing an image for 10K+ readers: Cloudinary stored the base image and changed out the text for each individual name.
You can get into all the nitty gritty details of their cloud image manipulation by reading Cloudinary’s documentation, but here is an overall explanation of what we did:
- Uploaded the base image to Cloudinary
- Added a generic text overlay with the message and “name” as a placeholder
- After adjusting the positioning, fonts and color of the text overlay, we copied the URL of the image
- Using Intercom as our primary email communication tool with customers, we added an HTML element to the email to add the image (using the HTML element is key because you need to be able to edit the image URL)
- Replaced the “name” placeholder on the image URL with Intercom’s personalization token (and a fallback)
- Tested (and retested) the email and image to make sure it worked on every email and browser
- Minds were blown. We celebrated!
Idea #2: Personalize your landing pages with Dynamic Text Replacement
Now that we had secured a healthy click-through rate on our emails, we wanted to ensure that the post-click experience was just as delightful for customers.
To match our hyper-personalized emails (left), we created a single landing page for each cohort in the campaign, personalized with the reader’s name and plan type (right):
We also included this customized image in the footer of the page, for customers who needed extra help and wanted to speak to support:
How’d you do that?
Dynamic Text Replacement (DTR) is an Unbounce feature that allows you to swap out landing page copy to be super relevant to readers.
The power of DTR is in its ability to help you create flawless message match between your emails and corresponding landing pages. Strong message match increases conversions because it reassures people they’ve come to the right place.
We hypothesized that personalizing the landing page with the customer’s name would let visitors know that they made a “good click” — and by seeing their own name throughout the page, visitors would stay long enough to read through the new plan details.
How to Use Dynamic Text Replacement
The first step is to ready your landing page for Dynamic Text Replacement so you can sub in your prospect’s name (or other piece of personal information):
Next, you’ll want to generate a URL that will pass parameters (e.g., first_name) from your email to your landing page using DTR.
Use the following format to make the URL that you’d like to link to:
[landing page URL]?[parameter]=[value]
For example, your link might look as follows (where *|FNAME|* is the first name merge field in MailChimp):
Once you’ve generated that link, you can hyperlink it from your email’s call to action button. Now, your prospects will receive an email with their name, click through the CTA and land on a landing page that also calls ’em by name. Beauty, eh?
Sometimes we’re so focused on getting the lead that we forget about what happens next. The thank you page or confirmation dialogue box that appears after a visitor converts is all part of the experience.
Use DTR to personalize your form confirmation — it’s a simple tactic, but it adds a whole lotta delight.
So instead of this:
Your visitors will see a customized form confirmation message, like this:
Idea #3: Help users set a personalized reminder
What if your reader is interested in your offer but they’re not quite ready to take you up on it? Don’t let them bounce and completely forget about it!
The overlay prompted the visitor to create a personalized reminder directly in their calendar tool of choice. Customers who set this up would receive a reminder a week before their custom deal was to expire.
(Bonus: this allowed our team to better forecast when a bunch of conversions were about to roll in.)
How to prompt visitors to remember your offer
Once you’ve created an AddEvent account, setting it up in Unbounce is as easy as one, two, three:
- Grab their Universal Script and add to your landing page or overlay.
- Set the desired time zone by selecting the country/region where the event is located
- Customize any other AddEvent parameters and add the final code snippet to wherever you want the button to appear.
Is it delightful? Or just creepy?
Like anything else you implement on your page, you’re going to want to thoroughly test these tactics to see what effect (if any) they have on your conversion rates. (Better safe than sorry!)
And remember to keep your personalization tactics in check… the goal is to delight the customer, not creep them out!
Over to you: How do you personalize your campaigns? Let us know in the comments!
Original Source: 3 Ideas to Steal from Unbounce’s Hyper-Personalized Customer Marketing Campaign