Social Media Marketing; Audience Reach for Business on Facebook


alheva_facebookHave you captured a presence on Facebook? The giant social media platform has garnered a huge audience reach as the leading social marketing platform on the internet today. Have you seen measurable results from that marketing reach or focused in another direction out of frustration?

Social media marketing efforts in today’s business environment face abundant challenges yet not insurmountable by any means. Social media platforms have undergone remarkable change over the years and will continue to evolve to address changes in the marketplace, search engine algorithms and how internet users ultimately utilize those platforms.

Seeking to establish and develop brand awareness and harness lead capture can indeed be frustrating for many businesses challenged with a juggle between available marketing capital , time and human resources to pursue marketing objectives to best advantage. An effective strategy is essential to your successes and without that strategy effectively implemented your efforts could well produce only marginal results.

Facebook has proven to be a very successful marketing channel and their statistical data bears that out. The mammoth social media platform will continue to play a strong role in the marketing focus of business enterprise as their momentum continues to gain and produce even greater results as anticipated in the foreseeable future.

Facebook Stats to Consider Carefully

  • Nearly 80% of all internet users, globally, use Facebook and fully 68% of those users are adults in the U.S. alone. Facebook user numbers are projected to swell to nearly 170 million in the U.S. by 2018.
  • Facebook continues to be the top social network globally in terms of membership with an 84% share. That’s staggering!
  • Nearly 1.8 billion users each month, globally, actively use the mammoth social platform with close to 1.2 billion people logging on to the site. Consider the potential of capturing the attention and engagement of even a fraction of that enormous audience potential.
  • Statistics reveal user habits which indicate that half of those users aged 18-24 log in to Facebook when they rise each morning. Being aware of such analytics for your targeted market is critically telling in terms of the best time of day to post for optimum targeted user reach.
  • Close to 30% of Facebook users are in the 25-35 age bracket which represents the most common user demographic. This is a prime target audience to reach out to for your expanded reach and potential new lead capture and sales conversion potential.
  • Work toward creating and sharing your quality content to that broad audience in a relatively economical cost range that won’t put a tremendous strain on your marketing budget.
  • Stats reflect an average user presence of 20 minutes or more with many browsing considerably longer means ample opportunity to gain valuable exposure through that audience in terms of website traffic, engagement and conversion activity.
  • Quality videos that provide informational and entertainment value for viewers has become a huge element of user engagement and establishing relationships, both elements crucial in social media platform marketing today. Consider this: daily Facebook user video views now exceeds 8 billion views every day. Including this powerful tool in your social media strategy has the potential to pay off in numerous ways. Be sure to share videos that bear strong relevance to your targeted audience’ interests to ensure their engagement and desired response.
  • Plan for consistent implementation of your social media advertising on Facebook, as with other social media platforms. Maintaining a presence in front of your targeted audience is essential. Facebook’s live video is quickly adding a new dynamic to the social media marketing strategy as well.
  • Persistence is the key. Establish your marketing strategy, stay the course with a balanced plan that works within your business marketing budget allocation and modify audience targeting parameters set in your Facebook ads to ensure optimum engagement and increased traffic and following.
  • Remember that in 2017 and beyond, the focus is transitioning to more and more direct interaction with your targeted audience; that is conversing in a meaningful way with individuals. Develop meaningful relationships through genuine dialogue that is beneficial to both parties. Quality content will continue to be important but increase time devoted to quality, meaningful online conversations with the audience you connect with. Mutual and genuine interests shared is the new focus to be sure to incorporate on a regular basis as a means to build an audience for a better bottom line. Outright selling on every single post on social media platforms is no longer effective. Personal connection is key.

Taking Critical Steps to Solidify Relationships & Marketing Results

  1. Determine clearly in advance who your ideal market is. Then develop post content that will be most appealing to that targeted audience. Monitor closely how your audience is responding; are they engaging through likes, comments and shares? If not, revisit your content strategy and test new content to find out what works well for your own audience.
  2. Plan an organized and scheduled marketing strategy. Increase the value of your blog content by eliminating superfluous fluff and getting right to the valuable core elements that your audience will benefit from. Be aware of upcoming changes that are anticipated with respect to the importance of blogging moving forward. Trends are always in transition mode. Take advantage of social media scheduling platforms like Hootsuite.com for greater efficiencies in your time allocation for the promotion of your brand.
  3. Continue to ensure that you are posting increasingly meaningful, beneficial, quality content with the infusion of value driven textual, video and image content that your audience will become more engaged in. That content must be relevant to their interests.
  4. Be sure to optimize your Facebook business page to ensure high quality content that includes critical keywords that will enhance your page’s visibility on the search engines. Make sure that in doing so sentences read back organically; that is, in a natural sequence of wording and sentence progression as opposed to intermittently inserting those keywords. Also ensure that your business page has an effective description that fully identifies the product or services you are offering.
  5. Incorporate a solid ‘call to action’ on your business page that will prompt followers to respond in a compelling way with the desire to seek further information about what you have to offer. You always want your audience to desire and be able to take the next step…to find out more through URL links to your website.
  6. Hire a social media professional who is fully conversant with the dynamics of effective Facebook advertising setup and strategy, audience targeting, analytics and more. Attempting to implement your Facebook ads on your own may result in frustration when the results may be less than you had anticipated.
  7. Become actively engaged (yourself) on and through your personal and business pages by following, likes, comments, and sharing of other users’ posts and pages and also connecting meaningfully on relevant Facebook groups as they continue to be of increasing importance to your social media marketing strategies.

Audience Centric & Letter Perfect


A photo by Alejandro Escamilla. unsplash.com/photos/y83Je1OC6WcReader engagement has never had greater focus and it all comes down to audience connection through line by line content and storyline development that resonates powerfully, stimulates appeal and leaves the reader with a highly impressionable and memorable experience.

Whether the written works of an author, poet, writer, business professional, marketing copy or a personal account, the composition must convey a compelling message that invokes reader response. The English language is for many an intricate, complex and confusing tangle of nouns, pronouns, verbs, adverbs, prepositions and adjectives…the list goes on and on and what it all comes down to is choosing the right words in a clean, concise presentation and in a distinctly characteristic way that bears the unique voice and brand of its author.

When clients come to me they do so because they have specific and varied needs relating to the final presentation of their written project. They want to put their best foot forward and rightly so. For the author, standing out means competing against a rapidly growing authorship community that has vastly greater publication resources and options than ever before. They can opt for traditional print or electronic formats through self-publishing or publishing house services in varied levels of content development, marketing and distribution. Choosing a proofing or editing professional to help ensure accuracy, error-free, polished conveyance of our story has become an integral part of the publication process.

The business or marketing professional can outsource the challenge and tedious, time-consuming process of transitioning a draft copy to an error-free, fluid, polished communication that compels the targeted audience to actionable, measurable response. The very business of audience engagement has evolved tremendously over the past few decades and very few individuals can take on the various elements of developing and fine tuning effective communications and authored works independently…it takes a team effort.

When the product is finally presentation or publication ready the next challenge is getting that product, that compelling story out to the masses, delivering the message to the right audience and marketplace, on or offline..and that takes expertise all of its own. That our written communications have to stand out above the rest is an understatement.

There are vast resources available for understanding best practices of the day in terms of content development, management and conveyance. The dynamics of website content, keyword and meta tagging selection and related applications are perhaps one of the greatest challenges we face in promoting our products and services online. Internet is the medium of choice as reaching a global audience for many is critical to the growth and success of their business or creative endeavors. I have favored numerous reference and resource providers over the years as an author, writer, poet and business person.

Amoung my favoured sources of current and ever-changing dynamics in the world of communications and publication are SiteProNews for breaking technological, social media and search engine news, one of the most-read sources of expertise in their field. As an author I frequent Writer’s Digest for its wealth of information author centric, Writers Market for author publication reference and resources.

For the author who needs a little help with the grammatical side of their storytelling a good reference resource is found in the Grammarly Handbook and whether wearing the hat of an author, writer, poet, editor or business professional I have an open resource such as Dictionary Reference at my fingertips while writing any creative or business composition. Having both dictionary and thesaurus components is critical in not only conveyance of error-free content but also to discover and implement alternative and unique ways of written expression through synonyms and metaphoric phraseology. It all makes for better, more compelling reading and response.

Last and perhaps most importantly of all, as communicators in whatever form of creative or business writing we need to ensure that we not only stimulate thought and response mechanisms in our readers’ experience…we need to connect with them through their emotional response to our message. Our content can be exemplary in its composition, highly informative and engaging but unless we can make a critical, personal connection with our readers in a way that they can relate we will never fully accomplish our publication objectives.

In terms of connection, ask yourself this…why do romance novels sell millions of copies annually, why do bestseller publications of any kind, whether mystery, fantasy, poetic, science fiction, motivational, historical, geographical, autobiographical or other blockbuster book, magazine or other published medium historically sell to the masses year after year, decade after decade in such huge numbers?

When we discover the key to touching the human spirit, mind, heart and soul, only then will we fully understand emotive writing, audience centric and letter perfect, for the ultimate reader and audience response…and that, my friends means powerful human connection.

© Don MacIver, Lasting Impressions Editing 2016

 

Welcome to Key Word Blog!


Thank you for following Lasting Impressions Editing’s Key Word Blog!

For the past 2 1/2 years Lasting Impressions Editing has been located on two different website hosting platforms and I am pleased to make WordPress.com it’s current and permanent host site. Thank you for being a special part of this website blogging experience at Key Word Blog!

Here I will explore all the various aspects of my client services which focus primarily on innovative content analysis, revision, strategy and development. More specifically, I will share with you a host of information relating to the services I currently offer and any changes which may occur at a future date. Services mature and become redefined to a degree over time as newfound demand and client needs would predicate such change.

CURRENT CLIENT SERVICES FOCUS

My current client services center around website and document editing and proofreading, writing and re-writing of content, publishing services for authors, website search engine optimization, social media optimization for profile and post content and client content marketing/promotional services through social media platforms.

SERVICES OVERVIEW

My clients include business professionals, authors, writers and individuals who require new or revised content for their websites, important documents and internal/external communications, book manuscripts that require editing/proofreading/writing/revision as well as formatting for print and electronic formats and final submission for publication.

In addition, I provide clients with essential elements of search engine and social media optimization to help ensure that their content is visible to search engines and in turn gets their content positioned well in search engine results pages (SERP’s).

Why consider these services? Because there are so many complexities surrounding best practices in current day to make sure your content is polished, quality information that compels audience response, search optimized for search visibility and has targeted audience reach for optimum reader response and engagement. Your bottom line is achieving best possible return on your investment.

Give your important content the attention it needs and deserves for the best possible results. I work to help ensure that your textual content leaves your readers with immediate and lasting impressions.

Through the Key Word Blog I invite you to explore and discover tips and best practices to help you achieve those critical project objectives. This value added blog will share powerful insights that produce results, saving you time, cost and frustration with editing and content development strategies that are proven effective. I share a host of free information of my own plus expert advise through external article linking and resource links to help keep you stay informed on current trends and related changes as they occur.

Thank you for subscribing to the Key Word Blog. If you find this blog content informative and useful information please SHARE the blogs with others through the share buttons provided. Your comments are also invited and greatly appreciated.

Reader Engagement Strategy


Team of business people working together on a laptop
Writing for Optimum Reader Engagement

Are you having difficulty achieving reader responsiveness? Your audience connection seems at risk or doubtful because of a lack of commenting and sharing of your content with others?

You’re not alone in the frustration of attracting and building on a readership or subscribing audience. The huge volume of internet users today has increased exponentially in recent years whether for personal, social or business purposes. The technologies and applications of our online presence has changed dramatically as well over time demanding our awareness and application of such new innovations and how we can utilize them to our best advantage.

Our website and blog content needs to be highly informative and useful to our targeted audience. When our readers find our content engaging they are most likely to return for more. In terms of business and marketing conversion to sales or new clients that reader engagement is critical. Another powerful tool in the engagement arsenal is the sharing of relevant content from external sources as I often do here with my own posts. What better way to support our own content than to share the resources, experience and successes of others!

Email Newsletters

One of the most successful ways to build a following today, whether to promote business products or services, published works of authors, poets, writers and journalists is through distribution of subscriber email newsletters like ConstantContactMailChimpVerticalResponse to name just a few mailing hosts. Having subscribing (opt-in) readers for a newsletter is a powerful way to establish a more personal connection given the very nature of direct mailing to individuals or businesses who have made the choice to connect to our content. Statistically there is a greater response in terms of new business and sales.

Social & Professional Networking

These networks, such as Facebook, Twitter, LinkedIn, Pinterest, to name but a few, continue to grow steadily in user base numbers, a substantial addition to our marketing and audience connection arsenal. If used in a well-designed social and marketing strategy such sites can attract a substantial following through which traffic generation back to your main website or blog hub is critically important.

Essential to that audience connection is in being interactive on a one-on-one basis. Don’t just concentrate all your efforts on the socials with getting ‘follows’ and ‘likes’…that is only the starting point to establishing relationships, making essential connections. We need to be responsive in today’s social and professional networks whether our purpose for being there is personal, business and/or product/service centric. When someone takes the time to comment or compliment on your social pages you must respond! Failing to respond tells people you don’t care, that you have ulterior motives for your ‘connections’ and that turns people off fast. After all, it IS a social or professional networking site! 

Keyword Usage

Keywords have become a critical factor in capturing an audience through search engine visibility. The dynamics of how the various search engines evaluate the relevance, ranking and search results positioning is varied between today’s search engines as is their algorithmic configuration but the bottom line is that careful and strategic application of keywords within our online content is essential to the mapping framework for our online presence…or lack thereof.

When using the various social and professional networks make sure that you are adding keywords within the context of your profile content and bios as well as in your content body AND in your site headings and titles. Best keywords are also essential in the context of site meta tags and title descriptions. Google continues to be THE granddaddy of internet search engines today and I utilize their various applications found at GoogleWebmastersTools to help ensure that my online visibility is optimized. 

The Google Adwords Keyword Planner is an excellent resource tool to determine the best possible keywords that apply for your particular service or product niche. Google provides plenty of reference and resource material to help users familiarize themselves with this indispensable resource base. I can attest first hand that applying these tools does indeed make a difference. Most search engines today provide the how-to’s for implementing their various resources.

It takes time and following the learning curve to get positive end results but this is a key step in developing audience engagement and site traffic…without which you have no customer base to speak of. Understanding and accepting such applications as essential to the process will lead you through the discovery phase. 

Keyword implementation is not an exact science yet by using such tools as the keyword planner and testing different keywords to find which ones are most effective for site traffic generation and your business or sales needs and objectives you should see positive results. My web traffic has increased considerably through keyword application and adjustment to the extent that my site traffic is now doubling every month consistently…that’s powerful!

Mobile Responsive Websites & Blogs 

Internet users in today’s busy lifestyle are carrying their mobile devices in ever-increasing numbers today and a large segment of the population now use their mobiles for internet browsing on the run. That means that a critical segment of our potential business or reading audience is locked in through their various mobile devices during key portions of the business day. That means in a nutshell that we MUST use websites and blogs that are formatted as mobile responsive. Refer to your own services provider to verify whether you do have your online websites or blogs configured for mobile devices.

Engage!  The bottom line is that once you engage, once you make those essential connections with your following or subscribing audience, then you will start to see results. Engaging in organic, genuine conversation and support builds confidence and trust in what you have to offer. The results will follow.

I’ll share with you an article posted by Debbie Hemley on reader engagement strategy in which the writer shares great tips for targeted audience connection at Social Media Examiner. I have been following this site for several years now, an excellent resource and information site on current trends in online presence, marketing strategy through social media and much more. Host Michael Stelzner also broadcasts regular podcasts through the site which are outstanding with powerhouse guest speakers. The site’s following is huge.

Remember friends….CONNECTION = ENGAGEMENT = CUSTOMER CONVERSION

Search Engine & Social Media Optimization Strategies


SEO-OPTIMIZATION-3DStacked

photo c/o Bing Search, source unknown

Wouldn’t it be nice to see your website or blog show up in the Top 10 positioning on search engine results pages?

Top 10 is the ultimate gold when it comes to where our web pages are going to show up when people are searching for our products or services and if we want to see meaningful results for all of our tireless efforts to get our websites or blogs seen we need to make sure that the content we create for our sites will be highly visible to search engines.

That all seems pretty daunting and for many a frustrating part of online website marketing. The thing is that we simply cannot aimlessly practice online website content writing without including keywords and keyword phrases that will be recognized by search engines AND commonly used words and phrases that are most often used by people when they do online searches.

Online document and website content strategy is a critical part of increased reader engagement and web traffic. We may have the best products or services available today but if we don’t understand search engine optimization and social media optimization our sites will never be seen by the majority of those searching online. As equally important is writing high quality, clean, concise, informative and compelling content that will thoroughly interest and engage our readers and leave them with an immediate desire to find out more.

Search engine visibility and website or blog site ranking by the search engines is extremely important for anyone marketing their products, services or non-commercial sites online today. Without being an expert in SEO practices there are tools available online to help find the best words and phrases to use in our web content. Google continues to be the largest search engines by far and our ultimate goal is reaching that Top 10, page 1 search results positioning on Google as well as the other major search engines.

Google.com Webmaster Tools:
Start off by registering for Google tools and resources. I signed up for a Gmail account and have access to Google’s powerhouse webmaster tools that help guide website owners through their various tools and resources for search engine optimization and more.

Google Adwords Keyword Planner:
Once you have access to Google’s treasure chest of resources go the the Google Keyword Planner tool site linked here. If you want to use Google Adwords there is cost involved but to simply research keywords and keyword phrases the keyword planner tool itself is free. The tool landing page shows a number of options to choose from and you want to go to the first option provided which is “search for new keyword and ad groups ideas.”

Next you will see a search campaign box where you need to enter what product or service (or type of site content) you are offering. Think carefully about the commonly known names or phrases that most people would use to search for your site…never use highly technical jargon/language…keep it simple. Then enter your full website address ie http:www…  followed by entering your product, service or website/blog content category. Again, think in terms of the most commonly known terms for the category that would best describe what you offer on your site.

What follows those first three primary fields is ‘Targeting’ and ‘Customize Your Search’. In these two sections you want to focus carefully on geographic regions you are targeting an audience in, their language, search engine options and keyword search filters. There is a small question mark icon located just above these two fields for brief helpful information on what you need to focus on here.

Once this form is completed click “Get Ideas”. What you will see on the results page that follows are a series of keyword or keyword phrases which are the most commonly used terms used by people searching on the internet, a count of the number of searches made for each keyword or phrase, a competition rating and more.

Important: From the results described above, you want to choose keywords and keyword phrases that will serve your own objectives best. If you are a new business startup (just getting started with a new/first business) choose the keywords and phrases that are medium competition and number of searches.  Choosing higher competition ranking and the highest number of searches produces search results to highly established and ranked websites that place them in the Top 10 or 20 (Page 1 and 2) search results positions and even if you have a small search engine visibility, because of the much higher ranked sites for the chosen keywords/keyword phrases your site will never get seen (because your site is listed a multiple of pages deep in the search results). Remember that most people only click on sites listed on Page 1 of search results and a very small percentage will ever go into Page 2 results.

Keyword Density:
How many times you include keywords and keyword phrases (collectively) within each paragraph or web page is somewhat subjective but very close attention needs to be taken here. Google is frequently changing its methods and tolerances for acceptable use and volume of keywords within our content. If overused, and when identical keywords or phrases are repeated, Google now looks upon that practice in a very negative way, commonly referred to as “keyword stuffing” and you can expect that in doing so Google will penalize your site ranking heavily or render your site essentially invisible through poor ranking and search visibility.

There was a period of time where volume of keywording on a website was acceptable but NOT anymore…do so at your own peril. Search engines establish ‘algorithms’ for search ranking and visibility criteria which are essentially the rules that must be followed if we want people to be able to find us in search queries. Ignoring such rules is very risky and will most likely eliminate any chance we have of getting noticed, gaining a following, achieving reader engagement and ultimately our targeted new clients, customers and sales.

Keyword Density Target:  
To ensure that your website stays in the ‘safe’ zone for search engine visibility and ranking you should target a keyword density of approximately 1% – 3% of your total article/web page content. In other words, for every 100 words of content, use a maximum of 3 keyword or keyword phrase applications. To easily calculate this density, while your MS Word document is open, look in the lower left area of your system tray at the bottom of your monitor screen. You will see a page count ie ‘Page 1 of…’ and then ‘Words‘ which tells you how many words there are in your open article.

To calculate the percentage of keywords and phrases that occur in the article, count those keywords/phrases in total and then divide that count number by the total number of words in the article. If you have more than the recommended 1% – 3% keyword density, remove some of those keywords (or other content reworded) until you are back to the density limit suggested.

There is more to website ranking and search engine optimization for increasing search visibility and website traffic results than can reasonably be covered in this article but the essentials outlined above will give you a good start at improving how visible your website or blog will be in search engine queries and help those sites begin to establish ranking by the search engines. The key to establishing best results is to make sure you stay current on the methods best applied for your site as time passes and search engines change their algorithms and rules of engagement.

Test Your Search Results and Ranking:
Remember to frequently monitor your website/blog search results by running your own organic searches on Google, Yahoo, Bing and other search engines. For myself, I would use search terms like “website editing, Peachland, BC” or “document proofreading in Peachland, BC” or “social media optimization in Peachland, BC”. When you see your own site search results placed on Page 3 or higher you know you’re on the right track. Always use ‘organic’ search terms like I have illustrated here for my own searches. Don’t use your site title as the vast majority of people searching don’t know you or your site title and they won’t get results that include your site. Keep tweaking your keywords and phrases and other relevant content wording until you succeed in Top 10, Page 1 search results position…and celebrate! Now you’re talking!!

Social Media Optimization:
Similar keyword and phrase practices apply to social media posts. It’s easy to forget keyword content in social media site posts (Twitter, Facebook, Google+, LiveJournal, Tumblr, Pinterest etc.) and professional networks like LinkedIn but optimizing our social media content is equally important for generating website and blog traffic. Also make sure that your profile on each of those networks has keywording because it helps users of those networks to find you (and your related website/other locations) in their searches online. When you connect or get followers make sure you interest with them individually through post comments, sharing, Tweeting and private messaging.

Resources:
As a website or blog owner or administrator/marketer, make sure you do research on all aspects of writing website and online document content by doing internet searches. Find the experts online that can help guide you through the processes. Emulate success…do what successful people do. Don’t try to reinvent the wheel. Find others who are successful on the internet, learn their methods and apply those successful methods for best results.

For years I have consistently referred to two highly successful websites to learn current best practices and I have seen very positive results with my own website, blog and social media presence. SiteProNews is an excellent resource for breaking technology, social media and search engine news. SocialMediaExaminer is an outstanding resource for social media marketing, newsletters, events, networking tips and resources and live podcasts hosting interviews with many of the social media and business marketing giants of today who share how they have achieved lofty heights and their methods. Practice what these successful folks have done and you will save yourself an awful lot of wasted time attempting to get it right.

Ultimately you need to decide whether to apply keyword and keyword phrase content on your website or blog yourself or hire an expert in that service discipline to do it for you. It will take some time to achieve best results on your own. Remain patient and focused! Monitor your website or blog data through analytics as you make changes to keywording to see what positive or negative affect new (or eliminated/updated) keywords have on your website’s visitor traffic and engagement and search visibility. 

Most important of all….always focus on reaching that treasured Top 10 page 1 of search results! That is when the most significant results begin to happen! – See more at: http://lastingimpressionsediting.weebly.com/key-word-blog/search-engine-social-media-optimization-strategies#sthash.0NwJVCMp.dpuf

 

By Don MacIver, Owner, Editor, Writer, Author
© Lasting Impressions 2016