Seputar Informasi Teknologi

Senin, 30 April 2018

How to Use Instagram Like a Beauty Brand

How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand
How to Use Instagram Like a Beauty Brand

Posted by zeehj

Does your brand’s activity on its social accounts impact its search rankings? Maybe. Maybe not. But does it matter anyway?

I shouldn’t have to convince you that investing in a social media for your company is worth it; even in light of Facebook’s recent data breach, we are so reliant upon our social profiles for real human interaction that leaving them is not a real option. In fact, the below statistics from Pew Research Center’s 2018 Social Media Use Survey indicate that we’re not going to give up our social media profiles any time soon.

Humans are social creatures. It makes sense that we love being on social networking sites. We crave interaction with fellow humans. We’re also highly likely to trust the recommendations of our friends and family (Nielsen) and those recommendations often influence our purchasing decisions. We ask our loved ones for advice on where to put our dollars in myriad ways, all at different price points:

What coffee shop do you like to go to?
Which mascara is that?
What are you reading right now?
Where’d you get that tie?
What neighborhoods are you looking to move to?
What schools are you looking to send Anna to?

Yes, those same searches occur online. They also frequently occur in tandem with testimonials from the people in our lives (depending on how thorough we want or need to be).

So if you have a thing that you want to sell to a group of people and you’re still not pursuing a social strategy, I don’t understand what you’re doing. Yes, it’s 2018 and I still find myself trying to persuade clients to proactively use (the right) social networks to promote their brand.

For the sake of this piece, we’re going to focus on organic usage (read: free, not paid advertising) of Instagram. Why just Instagram? 35% of US adults say they use Instagram as of 2018, up from 28% in 2016. This was the greatest growth across top social networking sites reported by Pew Research Center. Additionally, its 35% usage puts it at the third most popular social networking platform, behind only Facebook and YouTube.

Other good news? It may be easier for brands’ posts to appear in users’ Instagram feeds than on their Facebook feeds: Facebook still wants to prioritize your family, friends and groups, while The New York Times reports that Instagram is updating its algorithm to favor newer posts rather than limit the accounts in your feed.

So should every brand have an Instagram? Maybe? But notice I’ve been primarily using the word “brand,” not “company” or “business.” That’s deliberate. Companies (only) provide customers with a service or sell a product. Brands provide customers (followers) with an identity. (If you want to dive further into this, I highly recommend this presentation by former Distiller Hannah Smith.)

The best companies are brands: they’ve got identities with which consumers align themselves. We become loyal to them. We may even use the brands we purchase from and follow as self identifiers to other people (“I’m a Joe & the Juice kind of guy, but not Starbucks,” “I never use MAC, only NARS,” “Me, shop at Banana Republic?! I only go to Everlane!”). Not every company should be on Instagram — it doesn’t make much sense for B2Bs to invest time and energy into building their company’s presence on Instagram.

Instagram is not for your consulting firm. And probably not for your SaaS company, either (but prove me wrong)!

It’s for celebrities. It’s to show off your enviable trip. It’s for fashion blogs. Sneakerheads. Memes. Art. Beauty brands. It’s really great for beauty brands. Why? Instagram is obviously great for sharing pretty photos — and if you’re a beauty company, well, it’s a no-brainer that you should have an active account. And it also has incredible built-in features to organically promote your posts, engage customers, and sell products with actual links to those products on your photos.

So, if you’re going to use Instagram, do it right. If you want to do it right, do it like a beauty brand.

First things first: Why do beauty companies’ IG posts look better?

Glossier

Onomie

Milk

Let’s get the obvious out of the way: each account features beautiful models, pretty sceneries, and cosmetics in clean packaging. That said, it’s not just the subject of the IG photos that matters: each of these IG accounts’ photos have been curated and edited together, so that their photos look cohesive when you view them in IG’s grid format. How do they do that? Let’s look at three posts from these accounts.

Glossier

Onomie

Milk

It’s hard (for me) to pick apart precisely why these photos are aesthetically pleasing — and it doesn’t help that I’m neither a photographer, nor a designer. That said, here is my rudimentary, non-designer take on why these photos look great together:

#1: Their subjects are beautiful (duh)

#2: There are limited primary focal points, and tons of negative space (though the medicine cabinet and floral arrangement photos are arguably “busy”)

#3: Their hues are complementary (pinky-pearlescent-pastels, anyone?)

There’s a lot of pink. And white. And pastels. And more pink. And then, occasionally, pops of color (think: a new violet lipstick shade).

Color schemes remain consistent across Onomie’s, Milk’s, and Glossier’s photos — these beauty brands don’t suddenly change their color palettes from one photo to the next. In fact, they are most likely implementing the same Instagram filters for each photo, or at least editing the color balances so that the photos complement each other. They are deliberately catering to Instagram’s 3x3 grid photo format (or 3x4, or 3x5, depending on your screen size). While many users do see IG posts in their “feeds” when they open the app, users are still motivated to look at IG accounts’ for a number of reasons: IG profiles are the only place where you can add hyperlinks on Instagram, and is also where accounts can pin stories for users to revisit.

But how on earth do they do it? They may have professional photographers, or graphic designers they can beg to normalize their color balances across photos. However, I don’t think that most companies necessarily need this mastery in-house in order to have an Instagram profile that looks good to mere mortals.

What I can assure you is that they plan, plan, plan out their posts in advance. In order to do this effectively, of course, you need the right tools. Here’s your starter pack of IG apps:

VSCO
- Freemium phone app
- Enables you to edit photos like a master — VSCO goes way beyond a small set of filters
- Has its own community and image feed within the app, separate from IG
- VSCO can’t post directly to IG (yet), but you can easily download any edited photo
Planoly
- Freemium desktop tool and phone app
- Can visualize your photos in a grid format with your other IG photos
- Built-in analytics
- Can schedule and post directly to IG, with captions and hashtags
Unum
- Free
- Offers some photo editing tools
- Can drag and drop photos to plan out how they will appear alongside your other uploads, in grid format
- Can post to IG, but no scheduling features

This may sound like a lot of work, and for non-designers in particular it’s pretty challenging. That said, the fruits of your labor can be used again and again. In fact, that’s precisely what these beauty brands do on IG: if they’re featuring a product (again, hello lipstick shades), they show off that product’s different colors, on different skintones. Basically, rinse and repeat with your IG photos: this repetition is great for those with sparse content calendars, and still looks great.

Okay, but they’re not popular just because of their looks, right? Why are beauty brands on IG so damn popular?

Yes, looks matter. IG is a visual platform. Sorry not sorry. And yes, we’re talking about beauty brands that have budgets to advertise their accounts and products on IG, which also contributes to their popularity. However, that’s not the whole story.

They use hashtags and photo tags.

Hashtags

Just like on Twitter (and Facebook, to a degree), hashtags are a natural way to boost exposure and get “discovered.” That’s largely because IG users can also follow hashtags, in the same manner as following a handle. And, just like on Twitter, it matters which hashtags you use. IG also allows users to add up to 30 hashtags per post — and yes, this can look spammy, but if you’re using IG like a beauty brand, you’ll separate your caption from your hashtags with periods-used-as-line-breaks or as a separate comment after you post.

So, where should you begin hunting for hashtags? Unfortunately, the Cambridge Analytica debacle has extended to Facebook’s other properties, including Instagram. It seems like one direct response to this is to limit the number of API calls we can make of IG. This means awesome services like websta.me can’t serve up the same amount of information around hashtags as they once did.

That said, Tagboard is one option for content and social media marketers to use. I like to use it to suss out hashtag intent (in answering whether this the right hashtag to use for this post). *Readers: if you’ve got tools you love to find hashtags on IG, add them in the comments below for us, please!

Otherwise, your best bet (as far as I know) is to search for hashtags directly in Instagram’s Discover area, under Tags. There, you can see how many times those hashtags have been used (what’s popular?) and then click through to see what photos have been tagged.

Photo tags

Beauty brands also take advantage of photo tagging on their posts when they can: if they are featuring a celebrity (like the magnificent Tracee Ellis Ross), they can tag her IG directly onto this post. Not only does this let Tracee (or, more likely, her social media manager) know, but depending on her settings this photo now shows up under her tagged photos on her profile — for her fans to discover.

Similarly, if you’re a business selling products and you’ve been approved for shopping on IG, you can also tag your products in your photos so that users can click through directly to their product pages. This is a no-brainer. Just do it.

They talk to their followers.

We already know that it’s best practice to engage and respond to followers on social media (within reason), and IG is no different. Onomie, Milk and Glossier all have downright spirited conversations in their photos’ comments sections by prompt fellow ‘grammers to participate in a few ways. They:

Host contests for product giveaways, which is an easy way to grow their followers on Instagram while also attracting new, potential customers.
Ask their followers questions (“which are your faves?”) or simply prompt them to react to a photo (using emojis in the comments).
Share company and product news with their followers, and also answer questions their followers pose in response to that news.

They add stories.

IG’s “Stories” feature is another great tool that Onomie, Milk, and Glossier all use. They’re like IG posts, but ephemeral (they only last 24 hours) and do not live in your main feed: users can access these stories from the top of their IG feeds, and from the account’s main icon. In some cases — especially brands selling products — these accounts may choose to “pin” evergreen stories to their IG profiles, so that users can access them beyond the 24-hour lifespan.

Stories are an excellent way to gather additional insights from followers (outside of comments) because you can run polls (with clickable elements) to collect simple data (“Should our next product help alleviate dry or oily skin?”). What’s more is that, depending on users’ notification preferences, stories automatically push notifications to followers’ phone screens. This means that even if a user is not using the app, they will be notified of new, temporary content.

If your brand (or your client) isn’t taking advantage of IG’s great marketing tools, it’s time to stop waiting and get ‘gramming. Especially if your target audiences are using the platform, there is no reason not to test out all the ways it allows you to engage its community.

Share your favorite IG tools, tips, and accounts below, so that other Moz readers can get inspired. And if you’re passionate about marketing, come join our team, and help me convince more awesome brands to take over Instagram. (JK. Kinda.)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

via Blogger https://ift.tt/2H20cJf
April 16, 2018 at 02:26PM
via Blogger https://ift.tt/2EQPQdw
April 16, 2018 at 02:55PM
via Blogger https://ift.tt/2HrUEvi
April 16, 2018 at 06:14PM
via Blogger https://ift.tt/2EQWAIe
April 16, 2018 at 08:55PM
via Blogger https://ift.tt/2qEb7Su
April 17, 2018 at 12:14AM
via Blogger https://ift.tt/2qB0eSa
April 17, 2018 at 03:14AM
via Blogger https://ift.tt/2H8YFFm
April 17, 2018 at 06:14AM
via Blogger https://ift.tt/2vmisM3
April 17, 2018 at 03:14PM
via Blogger https://ift.tt/2IYYuZK
April 17, 2018 at 06:14PM
via Blogger https://ift.tt/2qBxitC
April 17, 2018 at 09:14PM
via Blogger https://ift.tt/2qG7StY
April 18, 2018 at 12:14AM
via Blogger https://ift.tt/2H7IN21
April 18, 2018 at 03:14AM
via Blogger https://ift.tt/2HGeTTv
April 18, 2018 at 02:55PM
via Blogger https://ift.tt/2voz3z4
April 18, 2018 at 06:14PM
via Blogger https://ift.tt/2HHLgkQ
April 18, 2018 at 09:14PM
via Blogger https://ift.tt/2vqMGxt
April 19, 2018 at 12:14AM
via Blogger https://ift.tt/2qGkiCS
April 19, 2018 at 03:14AM
via Blogger https://ift.tt/2HuO4UT
April 19, 2018 at 06:14AM
via Blogger https://ift.tt/2qI810M
April 19, 2018 at 03:14PM
via Blogger https://ift.tt/2JbzFtF
April 19, 2018 at 06:14PM
via Blogger https://ift.tt/2F0k9Pb
April 19, 2018 at 09:14PM
via Blogger https://ift.tt/2F0D8sL
April 20, 2018 at 12:14AM
via Blogger https://ift.tt/2qLUZPU
April 20, 2018 at 03:14AM
via Blogger https://ift.tt/2Hy9bWe
April 20, 2018 at 02:55PM
via Blogger https://ift.tt/2JclLaS
April 20, 2018 at 06:14PM
via Blogger https://ift.tt/2qMONHc
April 20, 2018 at 09:14PM
via Blogger https://ift.tt/2JbOFb2
April 21, 2018 at 12:14AM
via Blogger https://ift.tt/2JeQ9Bz
April 21, 2018 at 03:14AM
via Blogger https://ift.tt/2HhTIKu
April 21, 2018 at 05:55AM
via Blogger https://ift.tt/2F313b2
April 21, 2018 at 02:55PM
via Blogger https://ift.tt/2qPxzbG
April 21, 2018 at 06:14PM
via Blogger https://ift.tt/2vDyW2M
April 21, 2018 at 09:14PM
via Blogger https://ift.tt/2vtYv6a
April 22, 2018 at 12:14AM
via Blogger https://ift.tt/2HCH9J9
April 22, 2018 at 03:14AM
via Blogger https://ift.tt/2qKGZ95
April 22, 2018 at 05:55AM
via Blogger https://ift.tt/2vCH5o9
April 22, 2018 at 02:55PM
via Blogger https://ift.tt/2vyCnYl
April 22, 2018 at 05:55PM
via Blogger https://ift.tt/2HiPB0T
April 22, 2018 at 09:14PM
via Blogger https://ift.tt/2HQLiXx
April 23, 2018 at 12:14AM
via Blogger https://ift.tt/2K4w7Ln
April 23, 2018 at 03:14AM
via Blogger https://ift.tt/2K5gZ0h
April 23, 2018 at 05:55AM
via Blogger https://ift.tt/2vEoVlJ
April 23, 2018 at 03:14PM
via Blogger https://ift.tt/2HmzG1J
April 23, 2018 at 06:14PM
via Blogger https://ift.tt/2qSjbjJ
April 23, 2018 at 09:14PM
via Blogger https://ift.tt/2Jgives
April 24, 2018 at 12:14AM
via Blogger https://ift.tt/2qTNqpz
April 24, 2018 at 03:14AM
via Blogger https://ift.tt/2qWMf8D
April 24, 2018 at 05:55AM
via Blogger https://ift.tt/2qX6jb1
April 24, 2018 at 02:55PM
via Blogger https://ift.tt/2HlNIAu
April 24, 2018 at 06:14PM
via Blogger https://ift.tt/2qUSHy0
April 24, 2018 at 09:14PM
via Blogger https://ift.tt/2HJhRJp
April 25, 2018 at 12:14AM
via Blogger https://ift.tt/2FdWKK3
April 25, 2018 at 03:14AM
via Blogger https://ift.tt/2HsNofe
April 25, 2018 at 05:55AM
via Blogger https://ift.tt/2Jqb9FD
April 25, 2018 at 03:14PM
via Blogger https://ift.tt/2JlusQf
April 25, 2018 at 06:14PM
via Blogger https://ift.tt/2HUGPFI
April 25, 2018 at 09:14PM
via Blogger https://ift.tt/2HsvY2r
April 26, 2018 at 12:14AM
via Blogger https://ift.tt/2HqMR1n
April 26, 2018 at 03:14AM
via Blogger https://ift.tt/2r38Lgp
April 26, 2018 at 02:55PM
via Blogger https://ift.tt/2r3eqD9
April 26, 2018 at 06:14PM
via Blogger https://ift.tt/2HPlYE1
April 26, 2018 at 09:14PM
via Blogger https://ift.tt/2HQLN6y
April 27, 2018 at 12:14AM
via Blogger https://ift.tt/2r2AQEt
April 27, 2018 at 03:14AM
via Blogger https://ift.tt/2r3H9HL
April 27, 2018 at 05:55AM
via Blogger https://ift.tt/2I4t1Gi
April 27, 2018 at 03:14PM
via Blogger https://ift.tt/2vT06mb
April 27, 2018 at 06:14PM
via Blogger https://ift.tt/2JzWBDt
April 27, 2018 at 09:14PM
via Blogger https://ift.tt/2I1V35j
April 28, 2018 at 12:14AM
via Blogger https://ift.tt/2vZjsq6
April 28, 2018 at 03:14AM
via Blogger https://ift.tt/2KkTbpb
April 28, 2018 at 02:55PM
via Blogger https://ift.tt/2HU36Up
April 28, 2018 at 06:14PM
via Blogger https://ift.tt/2JBoc77
April 28, 2018 at 09:14PM
via Blogger https://ift.tt/2r6QPCp
April 29, 2018 at 12:14AM
via Blogger https://ift.tt/2r7Twn7
April 29, 2018 at 03:14AM
via Blogger https://ift.tt/2r8HxVt
April 29, 2018 at 05:55AM
via Blogger https://ift.tt/2rasIll
April 29, 2018 at 03:14PM
via Blogger https://ift.tt/2r5KS8Q
April 29, 2018 at 06:14PM
via Blogger https://ift.tt/2HD0laN
April 29, 2018 at 09:14PM
via Blogger https://ift.tt/2I2ebTo
April 30, 2018 at 12:14AM
via Blogger https://ift.tt/2reT3ir
April 30, 2018 at 03:14AM
via Blogger https://ift.tt/2I1XfMw
April 30, 2018 at 02:55PM
via Blogger https://ift.tt/2JFJFfb
April 30, 2018 at 06:14PM
via Blogger https://ift.tt/2I8M8S2
April 30, 2018 at 09:14PM
via Blogger https://ift.tt/2KqrtqY
May 01, 2018 at 12:14AM
via Blogger https://ift.tt/2rdmq5l
May 01, 2018 at 03:14AM

Win a Ticket + Lodging to MozCon 2018!

Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!
Win a Ticket + Lodging to MozCon 2018!

Posted by ErinMcCaul

Have you been wanting to come to MozCon but just can’t swing the budget? Want to take a selfie with Roger, meet like-minded friends at our afterparties, and learn from leading industry experts? I’m thrilled to announce that you can do it all by winning a free ticket to join us at MozCon this July!

Those front-row seats look awfully cushy.

I’m one of the behind-the-scenes house elves who helps make MozCon happen, and I’m here to tell you everything you need to know about entering to win!

To enter, just submit a unique piece of content telling us why we should send you to MozCon by Sunday May 6th at 5pm PDT. Make sure your entry is both original and creative — the Moz staff will review all submissions and vote on the winner! If you’re chosen, we’ll pick up the tab for your registration and accommodations at the Grand Hyatt. You’ll also have a reserved VIP seat in our front row, and an invite to mix and mingle at our pre-event MozCon speakers’ dinner!

Without further ado, here’s the scoop:

Step 1: Create!

Create a unique, compelling piece of content telling us why you want to come to MozCon. Past ideas have included:

Drawings
Videos (must be one minute or less)
Blog posts
Original songs
Books
Slide decks
Anything else you can cook up!

Don’t feel limited by these examples. Is this the year we’ll see a Lego Roger stop-motion film, a MozCon-inspired show tune, or Roger-themed sugar cookies? The sky's the limit, my friends! (But think hard about trying your hand at those cookies.)

Step 2: Submit!

Once you’re ready to throw your hat in the game, tweet us a link @Moz and use the hashtag #MozConVIP by Sunday May 6th at 5pm PDT. Make sure to follow the instructions, and include your name and email address somewhere easily visible within your content. To keep things fair, there will be no exceptions to the rules. We need to be able to contact you if you’re our lucky winner!

Let’s recap:

The submission deadline is Sunday May 6th at 5pm PDT.
Mozzers will vote on all the entries based on the creativity and uniqueness of the content
We’ll announce the winning entry from @Moz via Twitter on Friday, May 11. You must be able to attend MozCon, July 9–11 2018, in Seattle. Prizes are non-transferable.
All submissions must adhere to the MozCon Code of Conduct
Content is void where prohibited by law.
The value of the prize will be reported for tax purposes as required by law; the winner will receive an IRS form 1099 at the end of the calendar year and a copy of such form will be filed with the IRS. The winner is solely responsible for reporting and paying any and all applicable taxes related to the prizes and paying any expenses associated with any prize which are not specifically provided for in the official rules.

Our lucky winner will receive:

A free ticket to MozCon 2018, including optional VIP front-row seating and an invitation to our speakers’ dinner (valued at $1,500+)
Accommodations with a suite upgrade at the Grand Hyatt from July 8–12, 2018 (valued at $1,300+)

Alright, that’s wrap. I can’t wait to see what you folks come up with! Happy creating!

via Blogger https://ift.tt/2HsJeIm
April 27, 2018 at 05:03AM
via Blogger https://ift.tt/2FmjxU2
April 27, 2018 at 03:14PM
via Blogger https://ift.tt/2HRbDY2
April 27, 2018 at 06:14PM
via Blogger https://ift.tt/2KiyXwc
April 27, 2018 at 09:14PM
via Blogger https://ift.tt/2FmVwwc
April 28, 2018 at 12:14AM
via Blogger https://ift.tt/2r5YiRY
April 28, 2018 at 03:14AM
via Blogger https://ift.tt/2FpKAxB
April 28, 2018 at 02:55PM
via Blogger https://ift.tt/2HFitwg
April 28, 2018 at 06:14PM
via Blogger https://ift.tt/2r6BUrP
April 28, 2018 at 09:14PM
via Blogger https://ift.tt/2vQO3pq
April 29, 2018 at 12:14AM
via Blogger https://ift.tt/2vT6kT4
April 29, 2018 at 03:14AM
via Blogger https://ift.tt/2HyzUTv
April 29, 2018 at 05:55AM
via Blogger https://ift.tt/2HCpgLu
April 29, 2018 at 03:14PM
via Blogger https://ift.tt/2JAIBZW
April 29, 2018 at 06:14PM
via Blogger https://ift.tt/2r7YKyw
April 29, 2018 at 09:14PM
via Blogger https://ift.tt/2vZ9jtm
April 30, 2018 at 12:14AM
via Blogger https://ift.tt/2HEC2Ja
April 30, 2018 at 03:14AM
via Blogger https://ift.tt/2HGT7OW
April 30, 2018 at 02:55PM
via Blogger https://ift.tt/2jfev30
April 30, 2018 at 06:14PM
via Blogger https://ift.tt/2vZ9Zik
April 30, 2018 at 09:14PM
via Blogger https://ift.tt/2FtW7fi
May 01, 2018 at 12:14AM
via Blogger https://ift.tt/2JCayAs
May 01, 2018 at 03:14AM

How to Use Instagram Like a Beauty Brand

Posted by zeehj

Does your brand’s activity on its social accounts impact its search rankings? Maybe. Maybe not. But does it matter anyway?

What coffee shop do you like to go to?
Which mascara is that?
What are you reading right now?
Where’d you get that tie?
What neighborhoods are you looking to move to?
What schools are you looking to send Anna to?

Yes, those same searches occur online. They also frequently occur in tandem with testimonials from the people in our lives (depending on how thorough we want or need to be).

Instagram is not for your consulting firm. And probably not for your SaaS company, either (but prove me wrong)!

So, if you’re going to use Instagram, do it right. If you want to do it right, do it like a beauty brand.

First things first: Why do beauty companies’ IG posts look better?

Glossier

Onomie

Milk

Glossier

Onomie

Milk

#1: Their subjects are beautiful (duh)

#2: There are limited primary focal points, and tons of negative space (though the medicine cabinet and floral arrangement photos are arguably “busy”)

#3: Their hues are complementary (pinky-pearlescent-pastels, anyone?)

There’s a lot of pink. And white. And pastels. And more pink. And then, occasionally, pops of color (think: a new violet lipstick shade).

What I can assure you is that they plan, plan, plan out their posts in advance. In order to do this effectively, of course, you need the right tools. Here’s your starter pack of IG apps:

VSCO
- Freemium phone app
- Enables you to edit photos like a master — VSCO goes way beyond a small set of filters
- Has its own community and image feed within the app, separate from IG
- VSCO can’t post directly to IG (yet), but you can easily download any edited photo
Planoly
- Freemium desktop tool and phone app
- Can visualize your photos in a grid format with your other IG photos
- Built-in analytics
- Can schedule and post directly to IG, with captions and hashtags
Unum
- Free
- Offers some photo editing tools
- Can drag and drop photos to plan out how they will appear alongside your other uploads, in grid format
- Can post to IG, but no scheduling features

Okay, but they’re not popular just because of their looks, right? Why are beauty brands on IG so damn popular?

They use hashtags and photo tags.

Hashtags

Photo tags

They talk to their followers.

Host contests for product giveaways, which is an easy way to grow their followers on Instagram while also attracting new, potential customers.
Ask their followers questions (“which are your faves?”) or simply prompt them to react to a photo (using emojis in the comments).
Share company and product news with their followers, and also answer questions their followers pose in response to that news.

They add stories.

via Blogger https://ift.tt/2H20cJf
April 16, 2018 at 02:26PM
via Blogger https://ift.tt/2EQPQdw
April 16, 2018 at 02:55PM
via Blogger https://ift.tt/2HrUEvi
April 16, 2018 at 06:14PM
via Blogger https://ift.tt/2EQWAIe
April 16, 2018 at 08:55PM
via Blogger https://ift.tt/2qEb7Su
April 17, 2018 at 12:14AM
via Blogger https://ift.tt/2qB0eSa
April 17, 2018 at 03:14AM
via Blogger https://ift.tt/2H8YFFm
April 17, 2018 at 06:14AM
via Blogger https://ift.tt/2vmisM3
April 17, 2018 at 03:14PM
via Blogger https://ift.tt/2IYYuZK
April 17, 2018 at 06:14PM
via Blogger https://ift.tt/2qBxitC
April 17, 2018 at 09:14PM
via Blogger https://ift.tt/2qG7StY
April 18, 2018 at 12:14AM
via Blogger https://ift.tt/2H7IN21
April 18, 2018 at 03:14AM
via Blogger https://ift.tt/2HGeTTv
April 18, 2018 at 02:55PM
via Blogger https://ift.tt/2voz3z4
April 18, 2018 at 06:14PM
via Blogger https://ift.tt/2HHLgkQ
April 18, 2018 at 09:14PM
via Blogger https://ift.tt/2vqMGxt
April 19, 2018 at 12:14AM
via Blogger https://ift.tt/2qGkiCS
April 19, 2018 at 03:14AM
via Blogger https://ift.tt/2HuO4UT
April 19, 2018 at 06:14AM
via Blogger https://ift.tt/2qI810M
April 19, 2018 at 03:14PM
via Blogger https://ift.tt/2JbzFtF
April 19, 2018 at 06:14PM
via Blogger https://ift.tt/2F0k9Pb
April 19, 2018 at 09:14PM
via Blogger https://ift.tt/2F0D8sL
April 20, 2018 at 12:14AM
via Blogger https://ift.tt/2qLUZPU
April 20, 2018 at 03:14AM
via Blogger https://ift.tt/2Hy9bWe
April 20, 2018 at 02:55PM
via Blogger https://ift.tt/2JclLaS
April 20, 2018 at 06:14PM
via Blogger https://ift.tt/2qMONHc
April 20, 2018 at 09:14PM
via Blogger https://ift.tt/2JbOFb2
April 21, 2018 at 12:14AM
via Blogger https://ift.tt/2JeQ9Bz
April 21, 2018 at 03:14AM
via Blogger https://ift.tt/2HhTIKu
April 21, 2018 at 05:55AM
via Blogger https://ift.tt/2F313b2
April 21, 2018 at 02:55PM
via Blogger https://ift.tt/2qPxzbG
April 21, 2018 at 06:14PM
via Blogger https://ift.tt/2vDyW2M
April 21, 2018 at 09:14PM
via Blogger https://ift.tt/2vtYv6a
April 22, 2018 at 12:14AM
via Blogger https://ift.tt/2HCH9J9
April 22, 2018 at 03:14AM
via Blogger https://ift.tt/2qKGZ95
April 22, 2018 at 05:55AM
via Blogger https://ift.tt/2vCH5o9
April 22, 2018 at 02:55PM
via Blogger https://ift.tt/2vyCnYl
April 22, 2018 at 05:55PM
via Blogger https://ift.tt/2HiPB0T
April 22, 2018 at 09:14PM
via Blogger https://ift.tt/2HQLiXx
April 23, 2018 at 12:14AM
via Blogger https://ift.tt/2K4w7Ln
April 23, 2018 at 03:14AM
via Blogger https://ift.tt/2K5gZ0h
April 23, 2018 at 05:55AM
via Blogger https://ift.tt/2vEoVlJ
April 23, 2018 at 03:14PM
via Blogger https://ift.tt/2HmzG1J
April 23, 2018 at 06:14PM
via Blogger https://ift.tt/2qSjbjJ
April 23, 2018 at 09:14PM
via Blogger https://ift.tt/2Jgives
April 24, 2018 at 12:14AM
via Blogger https://ift.tt/2qTNqpz
April 24, 2018 at 03:14AM
via Blogger https://ift.tt/2qWMf8D
April 24, 2018 at 05:55AM
via Blogger https://ift.tt/2qX6jb1
April 24, 2018 at 02:55PM
via Blogger https://ift.tt/2HlNIAu
April 24, 2018 at 06:14PM
via Blogger https://ift.tt/2qUSHy0
April 24, 2018 at 09:14PM
via Blogger https://ift.tt/2HJhRJp
April 25, 2018 at 12:14AM
via Blogger https://ift.tt/2FdWKK3
April 25, 2018 at 03:14AM
via Blogger https://ift.tt/2HsNofe
April 25, 2018 at 05:55AM
via Blogger https://ift.tt/2qY9zUo
April 25, 2018 at 02:55PM
via Blogger https://ift.tt/2KctjMc
April 25, 2018 at 06:14PM
via Blogger https://ift.tt/2qZdPCw
April 25, 2018 at 09:14PM
via Blogger https://ift.tt/2HNr03M
April 26, 2018 at 12:14AM
via Blogger https://ift.tt/2HTIZpq
April 26, 2018 at 03:14AM
via Blogger https://ift.tt/2r033fb
April 26, 2018 at 05:55AM
via Blogger https://ift.tt/2r396zH
April 26, 2018 at 03:14PM
via Blogger https://ift.tt/2r2vJnB
April 26, 2018 at 06:14PM
via Blogger https://ift.tt/2HUPecg
April 26, 2018 at 09:14PM
via Blogger https://ift.tt/2r16ZNl
April 27, 2018 at 12:14AM
via Blogger https://ift.tt/2r1RlAw
April 27, 2018 at 03:15AM
via Blogger https://ift.tt/2I0JVFP
April 27, 2018 at 03:14PM
via Blogger https://ift.tt/2Hxz7Ol
April 27, 2018 at 06:14PM
via Blogger https://ift.tt/2JyzZTs
April 27, 2018 at 09:14PM
via Blogger https://ift.tt/2I6O8ru
April 28, 2018 at 12:14AM
via Blogger https://ift.tt/2HzqxyQ
April 28, 2018 at 03:14AM
via Blogger https://ift.tt/2KlWlsP
April 28, 2018 at 02:55PM
via Blogger https://ift.tt/2HWnTXj
April 28, 2018 at 06:14PM
via Blogger https://ift.tt/2JAO4zV
April 28, 2018 at 09:14PM
via Blogger https://ift.tt/2HUsIR3
April 29, 2018 at 12:14AM
via Blogger https://ift.tt/2r6Lk6y
April 29, 2018 at 03:14AM
via Blogger https://ift.tt/2rbOjtU
April 29, 2018 at 05:55AM
via Blogger https://ift.tt/2r7SmY8
April 29, 2018 at 03:14PM
via Blogger https://ift.tt/2jgmz3p
April 29, 2018 at 06:14PM
via Blogger https://ift.tt/2HBbIQq
April 29, 2018 at 09:14PM
via Blogger https://ift.tt/2r8xn8b
April 30, 2018 at 12:14AM
via Blogger https://ift.tt/2r98d8M
April 30, 2018 at 03:14AM
via Blogger https://ift.tt/2I5h7yJ
April 30, 2018 at 02:55PM
via Blogger https://ift.tt/2JFiocK
April 30, 2018 at 06:14PM
via Blogger https://ift.tt/2I8M6cS
April 30, 2018 at 09:14PM
via Blogger https://ift.tt/2KlGdHP
May 01, 2018 at 12:14AM
via Blogger https://ift.tt/2r98NEq
May 01, 2018 at 03:14AM

ROPO: 2018's Most Important Multichannel Digital Marketing Report

ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report
ROPO: 2018's Most Important Multichannel Digital Marketing Report

Posted by RobBeirne

Digital marketers have always had one drum they loudly beat in front of traditional advertising channels: "We can measure what we do better than you." Now, we weren't embellishing the truth or anything — we can measure digital advertising performance at a much more granular level than we can traditional advertising. But it's not perfect. Multichannel digital marketing teams always have one niggling thought that keeps them awake at night: online activity is driving in-store sales and we can't claim any credit for it.

Offline sales are happening. Sure enough, we're seeing online shopping become more and more popular, but even so, you’ll never see 100% of your sales being made online if you're a multichannel retailer. Whether it’s a dress that needs to be tried on or a TV you want to measure up before you buy, in-store purchases are going nowhere. But it's more important than ever to make sure you don't underestimate the impact your online advertising has on offline sales.

ROPO: Research Online Purchase Offline has plagued multichannel retailers for years. This is when awareness and hot leads are generated online, but the customers convert in-store.

There is one other problem hampering many multichannel businesses: viewing their online store as "just another store" and, in many cases, the store managers themselves considering the website to be a competitor.

In this article, I'll show you how we've improvised to create a ROPO report for DID Electrical, an Irish electrical and home appliance multichannel retailer, to provide greater insight into their customers' multichannel journey and how this affected their business.

What is ROPO reporting?

Offline conversions are a massive blind spot for digital marketers. It's the same as someone else taking credit for your work: your online ads are definitely influencing shoppers who complete their purchase offline, but we can't prove it. Or at least we couldn't prove it — until now.

ROPO reporting (Research Online Purchase Offline) allows multichannel retailers to see what volume of in-store sales have been influenced by online ads. Facebook has trail-blazed in this area of reporting, leaving Google in their wake and scrambling to keep up. I know this well, because I work on Wolfgang's PPC team and gaze enviously at the ROPO reporting abilities of our social team. Working with DID, we created a robust way to measure the offline value of both PPC and SEO activity online.

To create a ROPO report, multichannel retailers must have a digital touch point in-store. This isn't as complicated as it sounds and can be something like an e-receipt or warranty system where you email customers. This gives you the customer data that you'll need to match offline conversions with your online advertising activity.

As I mentioned earlier, Facebook makes this nice and simple. You take the data gathered in-store, upload it to Facebook, and they will match as many people as possible. Our social team is generally seeing a 50% match rate between the data gathered in-store and Facebook users who've seen our ads. You can watch two of my colleagues, Alan and Roisin, discussing social ROPO reporting in an episode of our new video series, Wolfgang Bites:

Clearly, ROPO reporting is potentially very powerful for social media marketers, but Google doesn't yet provide a way for me to simply upload offline conversion data and match it against people who've seen my ads (though they have said that this is coming for Google AdWords). Wouldn't this be a really boring article for people working in SEO and PPC if I just ended things there?

Google ROPO reporting

DID Electrical were a perfect business to develop a ROPO report for. Founded back in 1968 (happy 50th birthday guys!), a year before tech was advanced enough to put man on the moon, DID strives to "understand the needs of each and every one of their customers." DID have an innovative approach to multichannel retail, which is great for ROPO reporting because they're already offering e-receipts to customers purchasing goods for over €100. Better still, the email delivering the e-receipts also has a link to a dedicated competition. This sits on a hidden landing page, so the only visitors to this page are customers receiving e-receipts.

They were nearly set for ROPO reporting, but there was just one extra step needed. In Google Analytics, we set the unique competition landing page URL as a goal, allowing us to reverse-engineer customer journeys and uncover the extent of Google PPC and SEO's influence over in-store sales. Before I unveil the results, a few caveats.

The ROPO under-report

Despite our best efforts to track offline conversions, I can't say ROPO reporting reflects 100% of all in-store sales influenced by digital ads. In the past, we've been open about the difficulties in tracking both offline conversions and cross-device conversions. For example, when running a social ROPO report, customers might give a different email in-store from the one attached to their Facebook account. For an SEO or PPC ROPO report, the customer might click a search ad on a work computer but the open their e-receipt on their smartphone. Unfortunately, due to the nature of the beast, ROPO reporting just isn't 100% accurate, but it does give an incredible indication of online's influence over offline sales.

I expect to see improved reporting coming down the line from Google, and they're definitely working on a ROPO reporting solution like Facebook's upload system. While our approach to ROPO reporting does shine a light on the offline conversion blind spot, it's entirely likely that digital advertising's influence goes far beyond these (still mightily impressive) results.

It’s also important to note that this method isn’t intended to give an exact figure for every ROPO sale, but instead gives us an excellent idea of the proportion of offline sales impacted by our online activities. By applying these proportions to overall business figures, we can work out a robust estimate for metrics like offline ROI.

Results from ROPO reporting

I'm going to divide the results of this ROPO reporting innovation into three sections:

PPC Results
SEO Results
Business Results

1. PPC results of ROPO reporting

First of all, we found 47% of offline customers had visited the DID Electrical website prior to visiting the store and making a purchase. Alone, this was an incredible insight into consumer behavior to be able to offer the team at DID. We went even further and determined that 1 in 8 measurable offline sales were influenced by an AdWords click.

2. SEO results of ROPO reporting

This method of ROPO reporting also means we can check the value of an organic click-through using the same reverse-engineering we used for PPC clicks. Based on the same data set, we discovered 1 in 5 purchases made in-store were made by customers who visited the DID site through an organic click prior to visiting the store.

3. Business results of ROPO reporting

ROPO reporting proved to be a great solution to DID's needs in providing clarity around the position of their website in the multichannel experience. With at least 47% of offline shoppers visiting the site before purchasing, 1 in 8 of them being influenced by AdWords and 1 in 5 by SEO, DID could now show the impact online was having over in-store sales. Internally, the website was no longer being viewed as just another store — now it's viewed as the hub linking everything together for an improved customer experience.

Following the deeper understanding into multichannel retail offered by ROPO reporting, DID was also able to augment their budget allocations between digital and traditional channels more efficiently. These insights have enabled them to justify moving more of their marketing budget online. Digital will make up 50% more of their overall marketing budget in 2018!

Getting started with ROPO reporting

If you're a digital marketer within a multichannel retailer and you want to get started with ROPO reporting, the key factor is your in-store digital touchpoint. This is the bridge between your online advertising and offline conversion data. If you're not offering e-receipts already, now is the time to start considering them as they played a critical role in DID’s ROPO strategy.

ROPO Cheat Guide (or quick reference)

If you're a multichannel retailer and this all sounds tantalizing, here’s the customer journey which ROPO measures:

Customer researches online using your website
Customer makes purchase in your brick-and-mortar store
Customer agrees to receive an e-receipt or warranty delivered to their email address
Customer clicks a competition link in the communication they receive
This action is captured in your Google Analytics as a custom goal completion
You can now calculate ROAS (Return On Advertising Spending)

The two critical steps here are the digital touchpoint in your physical stores and the incentive for the customer’s post-conversion communication click. Once you have this touchpoint and interaction, measuring Facebook's social ROPO is a simple file upload and using what I’ve shown you above, you’ll be able to measure the ROPO impact of PPC and SEO too.

If you do have any questions, pop them into the comments below. I have some questions too and it would be great to hear what you all think:

If you're a multichannel retailer, are you in a position to start ROPO reporting?
Does your company view your website as a hub for all stores or just another store (or even a competitor to the physical stores)?
Have you seen a shift in marketing spend towards digital?

via Blogger https://ift.tt/2Jikjnl
April 23, 2018 at 02:34PM
via Blogger https://ift.tt/2K58xOi
April 23, 2018 at 03:14PM
via Blogger https://ift.tt/2qULmgT
April 23, 2018 at 06:14PM
via Blogger https://ift.tt/2vFpnAb
April 23, 2018 at 09:14PM
via Blogger https://ift.tt/2HGlgJb
April 24, 2018 at 12:14AM
via Blogger https://ift.tt/2HpTbq8
April 24, 2018 at 03:14AM
via Blogger https://ift.tt/2HojzRg
April 24, 2018 at 02:55PM
via Blogger https://ift.tt/2qX563v
April 24, 2018 at 06:14PM
via Blogger https://ift.tt/2JmGEjC
April 24, 2018 at 09:14PM
via Blogger https://ift.tt/2vHpfjR
April 25, 2018 at 12:14AM
via Blogger https://ift.tt/2KcQ7LN
April 25, 2018 at 03:14AM
via Blogger https://ift.tt/2HOZdjw
April 25, 2018 at 05:55AM
via Blogger https://ift.tt/2JrsuxZ
April 25, 2018 at 02:55PM
via Blogger https://ift.tt/2FdsBKU
April 25, 2018 at 06:14PM
via Blogger https://ift.tt/2qVuB6k
April 25, 2018 at 09:14PM
via Blogger https://ift.tt/2JtSBUV
April 26, 2018 at 12:14AM
via Blogger https://ift.tt/2JqqPbH
April 26, 2018 at 03:14AM
via Blogger https://ift.tt/2HuBF4d
April 26, 2018 at 05:55AM
via Blogger https://ift.tt/2Hs7URe
April 26, 2018 at 03:14PM
via Blogger https://ift.tt/2Ht7rOS
April 26, 2018 at 06:14PM
via Blogger https://ift.tt/2HwLL02
April 26, 2018 at 09:14PM
via Blogger https://ift.tt/2vNxURE
April 27, 2018 at 12:14AM
via Blogger https://ift.tt/2HwcQ7E
April 27, 2018 at 03:15AM
via Blogger https://ift.tt/2FlMX4B
April 27, 2018 at 03:14PM
via Blogger https://ift.tt/2HTw3Q5
April 27, 2018 at 06:14PM
via Blogger https://ift.tt/2KlEEtu
April 27, 2018 at 09:14PM
via Blogger https://ift.tt/2FmVqVm
April 28, 2018 at 12:14AM
via Blogger https://ift.tt/2r88YzF
April 28, 2018 at 03:14AM
via Blogger https://ift.tt/2FmuG7b
April 28, 2018 at 02:55PM
via Blogger https://ift.tt/2HCI4Gm
April 28, 2018 at 06:14PM
via Blogger https://ift.tt/2jfa4oI
April 28, 2018 at 09:14PM
via Blogger https://ift.tt/2vQO0Kg
April 29, 2018 at 12:14AM
via Blogger https://ift.tt/2vT6gTk
April 29, 2018 at 03:14AM
via Blogger https://ift.tt/2HyzQmJ
April 29, 2018 at 05:55AM
via Blogger https://ift.tt/2HzBnsG
April 29, 2018 at 03:14PM
via Blogger https://ift.tt/2JCpcbf
April 29, 2018 at 06:14PM
via Blogger https://ift.tt/2r9BQXh
April 29, 2018 at 09:14PM
via Blogger https://ift.tt/2vZ9g0E
April 30, 2018 at 12:14AM
via Blogger https://ift.tt/2HBIgtF
April 30, 2018 at 03:14AM
via Blogger https://ift.tt/2HGEbjI
April 30, 2018 at 02:55PM
via Blogger https://ift.tt/2jfRPj5
April 30, 2018 at 06:14PM
via Blogger https://ift.tt/2HEKUuw
April 30, 2018 at 09:14PM
via Blogger https://ift.tt/2FtODcB
May 01, 2018 at 12:14AM
via Blogger https://ift.tt/2JIeekl
May 01, 2018 at 03:14AM

How to Use Instagram Like a Beauty Brand

Posted by zeehj

Does your brand’s activity on its social accounts impact its search rankings? Maybe. Maybe not. But does it matter anyway?

What coffee shop do you like to go to?
Which mascara is that?
What are you reading right now?
Where’d you get that tie?
What neighborhoods are you looking to move to?
What schools are you looking to send Anna to?

Yes, those same searches occur online. They also frequently occur in tandem with testimonials from the people in our lives (depending on how thorough we want or need to be).

Instagram is not for your consulting firm. And probably not for your SaaS company, either (but prove me wrong)!

So, if you’re going to use Instagram, do it right. If you want to do it right, do it like a beauty brand.

First things first: Why do beauty companies’ IG posts look better?

Glossier

Onomie

Milk

Glossier

Onomie

Milk

#1: Their subjects are beautiful (duh)

#2: There are limited primary focal points, and tons of negative space (though the medicine cabinet and floral arrangement photos are arguably “busy”)

#3: Their hues are complementary (pinky-pearlescent-pastels, anyone?)

There’s a lot of pink. And white. And pastels. And more pink. And then, occasionally, pops of color (think: a new violet lipstick shade).

What I can assure you is that they plan, plan, plan out their posts in advance. In order to do this effectively, of course, you need the right tools. Here’s your starter pack of IG apps:

VSCO
- Freemium phone app
- Enables you to edit photos like a master — VSCO goes way beyond a small set of filters
- Has its own community and image feed within the app, separate from IG
- VSCO can’t post directly to IG (yet), but you can easily download any edited photo
Planoly
- Freemium desktop tool and phone app
- Can visualize your photos in a grid format with your other IG photos
- Built-in analytics
- Can schedule and post directly to IG, with captions and hashtags
Unum
- Free
- Offers some photo editing tools
- Can drag and drop photos to plan out how they will appear alongside your other uploads, in grid format
- Can post to IG, but no scheduling features

Okay, but they’re not popular just because of their looks, right? Why are beauty brands on IG so damn popular?

They use hashtags and photo tags.

Hashtags

Photo tags

They talk to their followers.

Host contests for product giveaways, which is an easy way to grow their followers on Instagram while also attracting new, potential customers.
Ask their followers questions (“which are your faves?”) or simply prompt them to react to a photo (using emojis in the comments).
Share company and product news with their followers, and also answer questions their followers pose in response to that news.

They add stories.

via Blogger https://ift.tt/2H20cJf
April 16, 2018 at 02:26PM
via Blogger https://ift.tt/2qGweon
April 16, 2018 at 03:14PM
via Blogger https://ift.tt/2J1oaFt
April 16, 2018 at 06:14PM
via Blogger https://ift.tt/2JSe1vY
April 16, 2018 at 08:55PM
via Blogger https://ift.tt/2H7gMvt
April 17, 2018 at 12:14AM
via Blogger https://ift.tt/2vpLVVM
April 17, 2018 at 03:14AM
via Blogger https://ift.tt/2qEBurp
April 17, 2018 at 06:14AM
via Blogger https://ift.tt/2JTsurq
April 17, 2018 at 03:14PM
via Blogger https://ift.tt/2HFLTeO
April 17, 2018 at 06:14PM
via Blogger https://ift.tt/2vlTehb
April 17, 2018 at 09:14PM
via Blogger https://ift.tt/2H7djgH
April 18, 2018 at 12:14AM
via Blogger https://ift.tt/2Hy5sYS
April 18, 2018 at 03:14AM
via Blogger https://ift.tt/2EWY57N
April 18, 2018 at 02:55PM
via Blogger https://ift.tt/2HH1VF7
April 18, 2018 at 06:14PM
via Blogger https://ift.tt/2vq2dhk
April 18, 2018 at 09:14PM
via Blogger https://ift.tt/2qIbLiS
April 19, 2018 at 12:14AM
via Blogger https://ift.tt/2vwF2lc
April 19, 2018 at 03:14AM
via Blogger https://ift.tt/2vrnPty
April 19, 2018 at 06:14AM
via Blogger https://ift.tt/2J7XxP6
April 19, 2018 at 03:14PM
via Blogger https://ift.tt/2K0Z3DE
April 19, 2018 at 06:14PM
via Blogger https://ift.tt/2HLHWVQ
April 19, 2018 at 09:14PM
via Blogger https://ift.tt/2HwpH9c
April 20, 2018 at 12:14AM
via Blogger https://ift.tt/2F2G6wP
April 20, 2018 at 03:14AM
via Blogger https://ift.tt/2J9NzfV
April 20, 2018 at 02:55PM
via Blogger https://ift.tt/2HEEHlA
April 20, 2018 at 06:14PM
via Blogger https://ift.tt/2JdW1Lp
April 20, 2018 at 09:14PM
via Blogger https://ift.tt/2HCF7sB
April 21, 2018 at 12:14AM
via Blogger https://ift.tt/2K1JTOM
April 21, 2018 at 03:14AM
via Blogger https://ift.tt/2qRz6xJ
April 21, 2018 at 05:55AM
via Blogger https://ift.tt/2F5dGlV
April 21, 2018 at 03:14PM
via Blogger https://ift.tt/2qRmYN8
April 21, 2018 at 06:14PM
via Blogger https://ift.tt/2vu7V1q
April 21, 2018 at 09:14PM
via Blogger https://ift.tt/2vtYM9c
April 22, 2018 at 12:15AM
via Blogger https://ift.tt/2qPpKU9
April 22, 2018 at 03:14AM
via Blogger https://ift.tt/2vAwkT3
April 22, 2018 at 02:55PM
via Blogger https://ift.tt/2vvCofE
April 22, 2018 at 05:55PM
via Blogger https://ift.tt/2HiPtOX
April 22, 2018 at 09:14PM
via Blogger https://ift.tt/2HSiVYZ
April 23, 2018 at 12:14AM
via Blogger https://ift.tt/2K7lwPJ
April 23, 2018 at 03:14AM
via Blogger https://ift.tt/2K4LYJA
April 23, 2018 at 06:14AM
via Blogger https://ift.tt/2JjnA5X
April 23, 2018 at 03:14PM
via Blogger https://ift.tt/2HkpoPy
April 23, 2018 at 06:14PM
via Blogger https://ift.tt/2qUka2L
April 23, 2018 at 09:14PM
via Blogger https://ift.tt/2Ho45bL
April 24, 2018 at 12:14AM
via Blogger https://ift.tt/2qV6tje
April 24, 2018 at 03:14AM
via Blogger https://ift.tt/2qX57V1
April 24, 2018 at 02:55PM
via Blogger https://ift.tt/2HnBJT3
April 24, 2018 at 06:14PM
via Blogger https://ift.tt/2HLjeqU
April 24, 2018 at 09:14PM
via Blogger https://ift.tt/2HOghGa
April 25, 2018 at 12:14AM
via Blogger https://ift.tt/2FdWwCH
April 25, 2018 at 03:14AM
via Blogger https://ift.tt/2HsNjYY
April 25, 2018 at 05:55AM
via Blogger https://ift.tt/2HN6lN5
April 25, 2018 at 02:55PM
via Blogger https://ift.tt/2KdCg83
April 25, 2018 at 06:14PM
via Blogger https://ift.tt/2HvjuqK
April 25, 2018 at 09:14PM
via Blogger https://ift.tt/2qZvR8l
April 26, 2018 at 12:14AM
via Blogger https://ift.tt/2HPot9m
April 26, 2018 at 03:14AM
via Blogger https://ift.tt/2r1OMyr
April 26, 2018 at 05:55AM
via Blogger https://ift.tt/2r393nv
April 26, 2018 at 03:14PM
via Blogger https://ift.tt/2r1FQZT
April 26, 2018 at 06:14PM
via Blogger https://ift.tt/2HS8wyX
April 26, 2018 at 09:14PM
via Blogger https://ift.tt/2HTagId
April 27, 2018 at 12:14AM
via Blogger https://ift.tt/2r5M5fc
April 27, 2018 at 03:15AM
via Blogger https://ift.tt/2I2zcLb
April 27, 2018 at 03:14PM
via Blogger https://ift.tt/2HApcYw
April 27, 2018 at 06:14PM
via Blogger https://ift.tt/2Jy6nWw
April 27, 2018 at 09:14PM
via Blogger https://ift.tt/2I5tkRw
April 28, 2018 at 12:14AM
via Blogger https://ift.tt/2vPGBLe
April 28, 2018 at 03:14AM
via Blogger https://ift.tt/2KnMJxB
April 28, 2018 at 02:55PM
via Blogger https://ift.tt/2jdmcGX
April 28, 2018 at 06:14PM
via Blogger https://ift.tt/2Jz5pJt
April 28, 2018 at 09:14PM
via Blogger https://ift.tt/2I1JVbn
April 29, 2018 at 12:14AM
via Blogger https://ift.tt/2r7JBOu
April 29, 2018 at 03:14AM
via Blogger https://ift.tt/2rbOhlM
April 29, 2018 at 05:55AM
via Blogger https://ift.tt/2rbZxyy
April 29, 2018 at 03:14PM
via Blogger https://ift.tt/2jf4ymj
April 29, 2018 at 06:14PM
via Blogger https://ift.tt/2HD0drP
April 29, 2018 at 09:14PM
via Blogger https://ift.tt/2I0C8KF
April 30, 2018 at 12:14AM
via Blogger https://ift.tt/2r988lu
April 30, 2018 at 03:14AM
via Blogger https://ift.tt/2jiymOY
April 30, 2018 at 02:55PM
via Blogger https://ift.tt/2JFigtM
April 30, 2018 at 06:14PM
via Blogger https://ift.tt/2rayR1V
April 30, 2018 at 09:14PM
via Blogger https://ift.tt/2KremWE
May 01, 2018 at 12:14AM
via Blogger https://ift.tt/2raSkPL
May 01, 2018 at 03:14AM

Content for Answers: The Inverted Pyramid - Whiteboard Friday

Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday
Content for Answers: The Inverted Pyramid - Whiteboard Friday

Posted by Dr-Pete

If you've been searching for a quick hack to write content for featured snippets, this isn't the article for you. But if you're looking for lasting results and a smart tactic to increase your chances of winning a snippet, you're definitely in the right place.

Borrowed from journalism, the inverted pyramid method of writing can help you craft intentional, compelling, rich content that will help you rank for multiple queries and win more than one snippet at a time. Learn how in this Whiteboard Friday starring the one and only Dr. Pete!

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hey, Moz fans, Dr. Pete here. I'm the Marketing Scientist at Moz and visiting you from not-so-sunny Chicago in the Seattle office. We've talked a lot in the last couple years in my blog posts and such about featured snippets.

So these are answers that kind of cross with organic. So it's an answer box, but you get the attribution and the link. Britney has done some great Whiteboard Fridays, the last couple, about how you do research for featured snippets and how you look for good questions to answer. But I want to talk about something that we don't cover very much, which is how to write content for answers.

The inverted pyramid style of content writing

It's tough, because I'm a content marketer and I don't like to think that there's a trick to content. I'm afraid to give people the kind of tricks that would have them run off and write lousy, thin content. But there is a technique that works that I think has been very effective for featured snippets for writing for questions and answers. It comes from the world of journalism, which gives me a little more faith in its credibility. So I want to talk to you about that today. That's called the inverted pyramid.

Content for Answers

1. Start with the lead

It looks something like this. When you write a story as a journalist, you start with the lead. You lead with the lead. So if we have a story like "Penguins Rob a Bank," which would be a strange story, we want to put that right out front. That's interesting. Penguins rob a bank, that's all you need to know. The thing about it is, and this is true back to print, especially when we had to buy each newspaper. We weren't subscribers. But definitely on the web, you have to get people's attention quickly. You have to draw them in. You have to have that headline.

2. Go into the details

So leading with the lead is all about pulling them in to see if they're interested and grabbing their attention. The inverted pyramid, then you get into the smaller pieces. Then you get to the details. You might talk about how many penguins were there and what bank did they rob and how much money did they take.

3. Move to the context

Then you're going to move to the context. That might be the history of penguin crime in America and penguin ties to the mafia and what does this say about penguin culture and what are we going to do about this. So then it gets into kind of the speculation and the value add that you as an expert might have.

How does this apply to answering questions for SEO?

So how does this apply to answering questions in an SEO context?

Content for Answers

Lead with the answer, get into the details and data, then address the sub-questions.

Well, what you can do is lead with the answer. If somebody's asked you a question, you have that snippet, go straight to the summary of the answer. Tell them what they want to know and then get into the details and get into the data. Add those things that give you credibility and that show your expertise. Then you can talk about context.

But I think what's interesting with answers — and I'll talk about this in a minute — is getting into these sub-questions, talking about if you have a very big, broad question, that's going to dive up into a lot of follow-ups. People who are interested are going to want to know about those follow-ups. So go ahead and answer those.

If I win a featured snippet, will people click on my answer? Should I give everything away?

Content for Answers

So I think there's a fear we have. What if we answer the question and Google puts it in that box? Here's the question and that's the query. It shows the answer. Are people going to click? What's going to happen? Should we be giving everything away? Yes, I think, and there are a couple reasons.

Questions that can be very easily answered should be avoided

First, I want you to be careful. Britney has gotten into some of this. This is a separate topic on its own. You don't always want to answer questions that can be very easily answered. We've already seen that with the Knowledge Graph. Google says something like time and date or a fact about a person, anything that can come from that Knowledge Graph. "How tall was Abraham Lincoln?" That's answered and done, and they're already replacing those answers.

Answer how-to questions and questions with rich context instead

So you want to answer the kinds of things, the how-to questions and the why questions that have a rich enough context to get people interested. In those cases, I don't think you have to be afraid to give that away, and I'm going to tell you why. This is more of a UX perspective. If somebody asks this question and they see that little teaser of your answer and it's credible, they're going to click through.

"Giving away" the answer builds your credibility and earns more qualified visitors

Content for Answers

So here you've got the penguin. He's flushed with cash. He's looking for money to spend. We're not going to worry about the ethics of how he got his money. You don't know. It's okay. Then he's going to click through to your link. You know you have your branding and hopefully it looks professional, Pyramid Inc., and he sees that question again and he sees that answer again.

Giving the searcher a "scent trail" builds trust

If you're afraid that that's repetitive, I think the good thing about that is this gives him what we call a scent trail. He can see that, "You know what? Yes, this is the page I meant to click on. This is relevant. I'm in the right place." Then you get to the details, and then you get to the data and you give this trail of credibility that gives them more to go after and shows your expertise.

People who want an easy answer aren't the kind of visitors that convert

I think the good thing about that is we're so afraid to give something away because then somebody might not click. But the kind of people who just wanted that answer and clicked, they're not the kind of people that are going to convert. They're not qualified leads. So these people that see this and see it as credible and want to go read more, they're the qualified leads. They're the kind of people that are going to give you that money.

So I don't think we should be afraid of this. Don't give away the easy answers. I think if you're in the easy answer business, you're in trouble right now anyway, to be honest. That's a tough topic. But give them something that guides them to the path of your answer and gives them more information.

How does this tactic work in the real world?

Thin content isn't credible.

Content for Answers

So I'm going to talk about how that looks in a more real context. My fear is this. Don't take this and run off and say write a bunch of pages that are just a question and a paragraph and a ton of thin content and answering hundreds and hundreds of questions. I think that can really look thin to Google. So you don't want pages that are like question, answer, buy my stuff. It doesn't look credible. You're not going to convert. I think those pages are going to look thin to Google, and you're going to end up spinning out many, many hundreds of them. I've seen people do that.

Use the inverted pyramid to build richer content and lead to your CTA

Content for Answers

What I'd like to see you do is craft this kind of question page. This is something that takes a fair amount of time and effort. You have that question. You lead with that answer. You're at the top of the pyramid. Get into the details. Get into the things that people who are really interested in this would want to know and let them build up to that. Then get into data. If you have original data, if you have something you can contribute that no one else can, that's great.

Then go ahead and answer those sub-questions, because the people who are really interested in that question will have follow-ups. If you're the person who can answer that follow-up, that makes for a very, very credible piece of content, and not just something that can rank for this snippet, but something that really is useful for anybody who finds it in any way.

So I think this is great content to have. Then if you want some kind of call to action, like a "Learn More," that's contextual, I think this is a page that will attract qualified leads and convert.

Moz's example: What is a Title Tag?

So I want to give you an example. This is something we've used a lot on Moz in the Learning Center. So, obviously, we have the Moz blog, but we also have these permanent pages that answer kind of the big questions that people always have. So we have one on the title tag, obviously a big topic in SEO.

Content for Answers

Here's what this page looks like. So we go right to the question: What is a title tag? We give the answer: A title tag is an HTML element that does this and this and is useful for SEO, etc. Right there in the paragraph. That's in the featured snippet. That's okay. If that's all someone wants to know and they see that Moz answered that, great, no problem.

But naturally, the people who ask that question, they really want to know: What does this do? What's it good for? How does it help my SEO? How do I write one? So we dug in and we ended up combining three or four pieces of content into one large piece of content, and we get into some pretty rich things. So we have a preview tool that's been popular. We give a code sample. We show how it might look in HTML. It gives it kind of a visual richness. Then we start to get into these sub-questions. Why are title tags important? How do I write a good title tag?

One page can gain the ability to rank for hundreds of questions and phrases

What's interesting, because I think sometimes people want to split up all the questions because they're afraid that they have to have one question per page, what's interesting is that I think looked the other day, this was ranking in our 40 million keyword set for over 200 phrases, over 200 questions. So it's ranking for things like "what is a title tag," but it's also ranking for things like "how do I write a good title tag." So you don't have to be afraid of that. If this is a rich, solid piece of content that people are going to, you're going to rank for these sub-questions, in many cases, and you're going to get featured snippets for those as well.

Then, when people have gotten through all of this, we can give them something like, "Hey, Moz has some of these tools. You can help write richer title tags. We can check your title tags. Why don't you try a free 30-day trial?" Obviously, we're experimenting with that, and you don't want to push too hard, but this becomes a very rich piece of content. We can answer multiple questions, and you actually have multiple opportunities to get featured snippets.

So I think this inverted pyramid technique is legitimate. I think it can help you write good content that's a win-win. It's good for SEO. It's good for your visitors, and it will hopefully help you land some featured snippets.

So I'd love to hear about what kind of questions you're writing content for, how you can break that up, how you can answer that, and I'd love to discuss that with you. So we'll see you in the comments. Thank you.

Video transcription by Speechpad.com

via Blogger https://ift.tt/2Hu9S3Q
April 27, 2018 at 02:18PM
via Blogger https://ift.tt/2FmjE1U
April 27, 2018 at 03:14PM
via Blogger https://ift.tt/2HRdjRt
April 27, 2018 at 06:14PM
via Blogger https://ift.tt/2Kiz9LW
April 27, 2018 at 09:14PM
via Blogger https://ift.tt/2FnLfzJ
April 28, 2018 at 12:14AM
via Blogger https://ift.tt/2HXpbkE
April 28, 2018 at 02:56AM
via Blogger https://ift.tt/2FpKplV
April 28, 2018 at 02:55PM
via Blogger https://ift.tt/2HFilgg
April 28, 2018 at 06:14PM
via Blogger https://ift.tt/2jdBV8Y
April 28, 2018 at 09:14PM
via Blogger https://ift.tt/2vQNY56
April 29, 2018 at 12:14AM
via Blogger https://ift.tt/2vRVZHi
April 29, 2018 at 03:14AM
via Blogger https://ift.tt/2HyzM6t
April 29, 2018 at 05:55AM
via Blogger https://ift.tt/2HCMxN6
April 29, 2018 at 03:14PM
via Blogger https://ift.tt/2JAIv4w
April 29, 2018 at 06:14PM
via Blogger https://ift.tt/2r96sID
April 29, 2018 at 09:14PM
via Blogger https://ift.tt/2vZ981a
April 30, 2018 at 12:14AM
via Blogger https://ift.tt/2HBI3Xp
April 30, 2018 at 03:14AM
via Blogger https://ift.tt/2HGE8Ey
April 30, 2018 at 02:55PM
via Blogger https://ift.tt/2r9KTIB
April 30, 2018 at 06:14PM
via Blogger https://ift.tt/2vZ9Pre
April 30, 2018 at 09:14PM
via Blogger https://ift.tt/2FrMNc5
May 01, 2018 at 12:14AM
via Blogger https://ift.tt/2JCxdwL
May 01, 2018 at 03:14AM