In the world of social media marketing—planning needs to become your best friend if you want to find the success you’re looking for.
We’re not talking about just getting tons of followers… we’re talking about those YouTube videos that make SALES.
And the only way to make those sales is to publish the videos that drive viewers to your landing pages. That’s where your content calendar comes in.
If you don’t have a content calendar, you’re going to find yourself confused and unsure of what’s on your plate really quickly. This strategy might work for a little bit but after a while, you’re going to realize that scalable strategies are where it’s at.
Having a content calendar is going to give you a roadmap of what’s on your plate this month and when you should be promoting what offer. It’s going to be one of the biggest reasons you’re getting more than followers, you’re making SALES! And isn’t that why we’re making YouTube videos in the first place?
So let’s dive into how you can create a content calendar for your YouTube strategy that makes your life as a business owner, agency, or marketer sooo much easier.
Here are the 5 steps to creating your YouTube content calendar.
#1: Choose your upload schedule
How often are you going to upload videos?
There are a lot of different schedules you can choose for your YouTube strategy, and there isn’t necessarily one right answer. It just depends on your industry and your team.
For example, a YouTube vlogger can’t expect to get much pay-off from uploading one video a month. For their industry, viewers want to have constant contact with their favorite vloggers and they’ll want to see them as much as possible. Uploading 3 videos per week is a good start for a vlogger.
On the other hand, if you’re an agency owner posting about marketing strategies—you can post one GREAT video per week. Or, if you’re feeling like an overachiever, you can post 3 times a week.
That brings us to the second part of choosing your schedule: your team. If you are a one-person show, make sure your YouTube schedule is realistic. For example, if you need to do all of the work within your agency and shoot, edit, and upload 3x YouTube videos a week—that might lead to biting off more than you can chew.
If you have a 10-person team and you know that between two of your team members they could handle a posting schedule like this, then green light your way to a 3x per week posting schedule.
Decide what schedule works best for your industry and your team and then decide what days your videos are going to live. It could be every Tuesday, or every Monday, Wednesday, and Friday.
Whatever works best for your audience and your schedule.
#2: Choose the topics you’ll make your videos about
Bet you weren’t surprised to see this task on your content calendar to-do list. That’s right, the second thing you need to create a content calendar is…content.
Sit down and figure out what content works best for your audience right now. You’re going to want to come up with as many content topics as you need to create videos on per month (and maybe a few extras in case one topic doesn’t end up working out).
For example, if you’re posting 1 video per week each month you need 4-6 content ideas. You can either come up with all of these ideas in one brainstorming session each month or come up with 12+ ideas at once so you have 3 months of content ready to film.
But WHERE do you find content topics that your audience will be interested in watching?
- Quora: Search for questions related to your industry and create videos that answer those questions
- AnswerThePublic: Search for your industry and look for questions you can answer in your videos
- Ask your customers: Send out surveys on what content your customers want from you and look through customer feedback for questions that come up often
- Facebook groups: Read through Facebook group posts related to your industry to see what your customer avatar is struggling with
- YouTube: Search YouTube to see what content is doing really well in your niche and figure out how you can make what they have even better
With your upload schedule and content topics in hand, it’s time to whip out your upcoming product launches, promotions, and offers to make sure your content is in line with what you’re selling at the time.
#3: Put your product launches, promotions, and new offers in your calendar
If you’re wondering where your YouTube video topic ideas went—we’ll come back to them in the next step.
First, we want to make sure your upcoming product launches, promotions, and new offers are in your calendar so we know when you’re going to need your content to support certain products or services you offer.
This is the time to put everything in your calendar on the DAY that it is going to launch. You want to have the day your new product is launching, the day you’re going to announce a new promotion, and the day you’re going to talk about a new offer.
It’s important that you have each of these dates because we’re going to work your YouTube videos around these promotions so that your content feeds into everything you’re running at that time.
#4: Put your YouTube video content ideas into your calendar
Alright, now for the part that you probably thought was coming first in this article—putting your YouTube content in your calendar. Now that you have all of your launches, promotions, and offers in your calendar it’s easy to tell what content topic should go live each week.
For example, if we’re running a promotion on our Social Media Mastery Course in the middle of the month, we want to post a social media marketing related YouTube video that week so we get more traffic to that offer.
See what we’re doing here?
Your YouTube strategy isn’t just there for views and followers, you want to be using YouTube as an asset to getting more sales in your business. By pairing your YouTube content calendar with your promotions calendar you’re creating a cohesive calendar that fits together like peanut butter and jelly.
#5: Choose the dates you’ll promote your YouTube videos
Last but not least, your content calendar needs to have the dates that you’ll be promoting your YouTube content as well.
For example, if your schedule is to post YouTube videos on Tuesdays, then you’ll want to be promoting that video on Monday and Tuesday each week.
- On Monday you’ll talk about how it’s going to be live tomorrow and ask your audience to turn their post notifications on so they know when your video is live on YouTube
- On Tuesday, you’ll be reminding your audience that your video just went live and giving them the link to check it out
You want these dates in your calendar so you can SEE what you’re promoting and on what day. This means that when it’s time to promote a video, you’re not stumbling to get your promotional assets together—you’re good to go and can sail smoothly through the day. The reason content calendars exist is to make our lives as content creators easier. Use a YouTube content calendar to fit your YouTube strategy into your entire marketing strategy and to make sure you stay on track with your uploading schedule.
The post How to Create a Content Calendar for Your YouTube Strategy appeared first on DigitalMarketer.
25 Stats That Prove Why You Need Link-Building in Your SEO Strategy
You probably already know how crucial SEO is for your website’s traffic.
One of the most important sub tactics within an SEO strategy is link-building. Not sure what this means? Here’s the quick explanation.
When websites link to your website, search algorithms determine that you have “authority” in your industry because other brands are referring to you. The higher your authority gets, the better your search rankings could be. Additionally, linking to other posts within your site can also help to boost your authority as its a sign to algorithms that you’ve thoroughly covered a topic you’re discussing.
But, here’s where it gets a bit more tricky. When a more credible website, such as a notable publication with a high search ranking links to you, that link counts for more than an internal link or a link from a site with less search credibility. Also, if you link a blog post or page to a site with no or poor search authority, your ranking might go down because you aren’t linking to sources that search algorithms deem as credible.
These are just a few of the nuances that make link building difficult and time-consuming for many marketers. But, research shows that taking the time to build a solid link strategy can quickly boost your search rankings.
In fact, in 2019, most SEO experts said external links were one of the three most valuable aspects of their search optimization strategies. Meanwhile, 51% of marketers say they notice positive effects of general link building strategies within one to three months of executing on those tactics.
The above stats are just a taste of what link building can do for your web strategy. To help you understand the opportunities, challenges, common tactics, and costs behind successful link building, here are 25 helpful stats.
Link Building Opportunities and Challenges
- Links are one of the top two criteria considered in Google’s page ranking algorithm. (Search Engine Land)
- SEO experts say the third most important factor for search optimization is external linking. (Databox)
- In the near future, 53% of marketers believe link building will have the same impact on search rankings, while 41% think it will have less of an impact. (Aira)
- 52% of marketers believe brand mentions impact organic search rankings. (Aira)
- In five years, 92% of marketers believe that links will still be ranking criteria in Google algorithms. (Aira)
- 13% of search experts say link building is the most valuable SEO tactic. (Ascend)
- 51% of marketers say it takes one to three months to see the impact of link-building efforts. (Aira)
- In a study of web content, zero correlation between backlinks and social shares. (Backlinko)
- 94% of the world’s content gets zero external links. (Backlinko)
- Only 2.2% of content generates links from multiple websites. (Backlinko)
- 41% of SEO experts consider link building to be the most difficult part of search optimization, (Ascend)
- 65% of marketers measure their link quality by looking at their domain authority. Meanwhile, marketers also use domain ratings (48%) and page authority (36%) to determine link quality. (Aira)
- If they could only choose one metric for studying link quality, 34% of marketers would look at domain authority while 22% would look at domain rating. (Aira)
- 38% of marketers say page rankings are the top KPI they use to determine the effectiveness of their link-building efforts. (Aira)
Link Building Processes
- 36% of businesses hire outside experts or freelancers for link building efforts. (Aira)
- 48% of marketers report on “nofollow” links as part of their process. (Aira)
- 42% of SEOs spend equal time on building internal and external links. (Databox)
Link Building Costs
- 46% of marketers spend $10,000 or more annually on link building, while 22% spend between $1,000 and $2,500. (Aira)
- 61% of marketers say they use zero to ten percent of their total budget on link building. (Aira)
- It often costs brands $1,000 or more to gain a quality link. (Siege Media)
- 41% of marketers expect the cost of link building to increase in the future. (Aira)
Common Link Building Tactics
- 69% of marketers believe that buying links positively impacts search rankings. (Aira)
- “Why” posts, “What” posts, and infographics received 25.8% more links compared to videos and “How-to” posts. (Backlinko)
- Long-form content gets an average of 77.2% more links than short articles. Therefore, long-form content appears to be ideal for backlink acquisition. (Backlinko)
- 51% of SEOs say bloggers should include two to three internal links in a blog post while 36% say three to five should be included. (Databox)
How to Embrace Link Building
As you can see from the stats above, link building can be crucial for search rankings, but can also be quite challenging. Luckily, there are a few simple strategies that you can take on immediately to help boost your site’s authority through links.
For example, you can include internal links in your blog posts and web content, publish original quotes or data that people will link to, or create a basic outreach strategy that allows you to share your newest posts. To learn more about how you can start or broaden your SEO strategy, check out this detailed link building guide.
Want to learn about other search optimization techniques and tools? You might also enjoy our Ultimate Guide to SEO.
Now Is The Time To Find And Correct Your Digital Strategy Pitfalls
/Every brand or enterprise is crafting and refining their digital strategy on a daily basis. However, especially in the world of B2B, companies fall into many of the same mistakes.
According to a 2019 Forrester report, “44% of B2B buyers expect to do more than half of their work-related purchasing online in the next three years.” In the wake of COVID-19, that figure is probably even higher. It is crucial that marketers create engaging digital content, leveraging every digital touchpoint as an opportunity to build trust and strengthen relationships.
Marketers have access to more target audience research and data than ever before, but that doesn’t mean it is easy to avoid pitfalls. Let’s consider the consequential B2B marketing mistakes that companies are making, and demonstrate why a digital strategy audit is the solution.
Your Content Shouldn’t Reflect Your Organization Chart
Too often, companies — particularly B2B enterprises — build their websites and digital assets around their internal organization structure rather than a customer’s needs. As an example, imagine you are a customer looking for a mop. You surf to a company’s website to buy a complete cleaning solution, but they have separate pages for mop handles and mop heads because they operate as separate divisions. Now you have to research the parts separately, figure out what you need and ensure they are compatible with one another. That’s not a huge ask for a mop, but imagine you are purchasing a complicated business system with hardware, software and a consultative service component.
Your Messaging Should Focus On The Customer, Not The Product
Companies often lead with the news of the capability or product they just launched, but prospects don’t come to your website for product announcements. They visit because they have a question or a problem. Your messaging should show people you understand that problem. This is a best practice for all marketers, but it is especially true for those marketing to developers, engineers and the C-suite. These audiences are highly skeptical of “marketing speak” and an overly product-forward content strategy will turn them off. Plus, leading with product makes your company seem uninterested in building strong audience bonds.
Don’t Overload One Area Of The Buyer Journey With Content But Neglect Others
Another mistake that is easy to overlook when you are inside the organization is creating content around some areas of the buyer journey, but not others. If your organization doesn’t have a healthy mix of content formats, you may be making this error. For example, you might have multiple white papers and blog articles that are relevant to a prospect comparing competitive solutions, but no video to share on social media to create brand awareness.
It is also common to create content for one audience segment but forget about other personas, or simply run out of time and resources. B2B purchasing decisions involve multiple decision-makers with different priorities and needs. A complete digital strategy needs to encompass all of them, which is part of what makes B2B marketing so challenging.
Don’t Overuse Jargon
Your existing customers know your lingo, but new ones may not. It is important that your messaging and content use natural language, rather than jargon, so it resonates with your audience. This may sound like a simple one, but it can be hard to catch yourself because you are accustomed to the company’s lexicon.
Why Now Is The Time For A Digital Assessment
The first step in fixing mistakes is finding them. Your company may have slowed or even stopped marketing initiatives in response to COVID-19, so use this time to audit your digital strategy.
There isn’t an industry on the planet that hasn’t been upended by the pandemic. Buying processes have changed overnight, so even if your company has managed to avoid these marketing traps, you still need to audit your strategy and update it to reflect the new normal.
A comprehensive review should include:
- A content audit and effectiveness assessment;
- A website CX health assessment;
- A channel audit and effectiveness assessment;
- A brand message assessment; and
- An event strategy assessment.
The good news is an audit will likely uncover low-hanging fruit — low-effort/high-impact actions you can take to drive fast results for your company. Next, you can devise a plan for tackling the bigger initiatives.
Remember, as a B2B marketer, your goal is to build relationships with prospects and to lead them through their consideration journey, fostering trust every step of the way. The missteps above compromise your ability to do so. An audit kicks off the process of doing this right.
Greg Harbinson is the Senior Strategy Director at Centerline Digital, where he focuses his time on helping companies create messaging and experiences to better communicate with their customers. His work includes building messaging frameworks, defining the information architecture for websites, designing customer experience programs and helping companies understand the best ways to solve communication problems.
To build customer loyalty during COVID-19, maximize interactions between transactions
- To develop a true relationship with a consumer, brands will need to look beyond the point of sale (POS) to focus on the moments of engagement captured through the likes of social media interactions, feedback loops, customer service moments, content sharing, video connections and more.
- Customers may re-evaluate their routines, which in essence is evaluating who they are loyal to. This may be driven by safety, convenience, online presence, etc. An economic recession always breaks old habits and remakes them anew. Layer on a health crisis like COVID-19, and then the threats to long-term loyalty skyrockets.
- Right now, customers are dealing with many new experiences, such as working from home, wearing facemasks outside and cooking healthy meals for their families with limited supplies. Build a stronger emotional connection with customers by serving up content that supports these sometimes-difficult activities.
- At a time when many people are struggling, offering customers wiggle room on return policies and other terms and conditions can surprise and delight—and convince customers that your brand is a keeper.
- Supporting causes bigger than your company is a key element of reciprocity.
Most brands focus their marketing energy at driving transactions. From years of experience, they know how to nudge a customer down the sales funnel with a well-timed discount offer or well-placed retargeted ad. However, these techniques are not as effective during the COVID-19 crisis… and may not position them well as consumers return.
In order to protect long-term top-line revenue, brands need to look past short-term profits and focus more on lasting relationships.
To develop a true relationship with a consumer, brands will need to look beyond the point of sale (POS) to focus on the moments of engagement captured through the likes of social media interactions, feedback loops, customer service moments, content sharing, video connections and more.
One reason interacting at just the POS is not enough is simply that because transactions are fewer and further between during this time. With unemployment rates in the double digits, many customers simply do not have the discretionary funds they did before the pandemic.
Those who are still employed may feel anxiety about their financial security, as well as their emotional wellbeing. These feelings of stress and anxiety pose another challenge for brands during the pandemic.
Customers may re-evaluate their routines, which in essence is evaluating who they are loyal to. This may be driven by safety, convenience, online presence, etc. An economic recession always breaks old habits and remakes them anew. Layer on a health crisis like COVID-19, and then the threats to long-term loyalty skyrockets.
To weather the storm, your brand should address these emotions, not avoid them. Pivot your experience to create a human connection, not just a transactional one.
Address customers’ concerns and current situation through authentic engagement and meaningful interactions, and you will build loyalty that will have lasting impressions… long after COVID-19 passes. This pivot is key for most brands’ post-pandemic revival.
Three ways to drive emotional loyalty between the transaction during COVID-19
Three main emotions drive customer loyalty: the need for a habitual routine, a desire for status and feelings of reciprocity. As mentioned above, a crisis-situation will almost always disrupt consumer’s habits, and it usually makes them care less about status and exclusivity, too.
All this makes the notion of reciprocity ever so important. Customers right now are highly emotional and want to feel valued and heard by the brands they choose to engage and interact with.
They want brands to reflect their own values and priorities, and may even want the ability to contribute to a greater cause. This is one reason that socially conscious brands like Everlane and Patagonia took off after the last recession. They gave customers good reasons to stick around even during tough times.
Keep these principles in mind as you brainstorm ways to engage customers in between transactions during and after the pandemic:
1) Add value with non-sales content
Right now, customers are dealing with many new experiences, such as working from home, wearing facemasks outside and cooking healthy meals for their families with limited supplies.
Build a stronger emotional connection with customers by serving up content that supports these sometimes-difficult activities.
For example, Best Buy offered tips for setting up a home office rather than pushing computer sales. Share your helpful content via email, on social media or anywhere else you connect with your customers.
2) Make your policies flexible
At a time when many people are struggling, offering customers wiggle room on return policies and other terms and conditions can surprise and delight—and convince customers that your brand is a keeper.
For example, Marriott paused points expiration for its Bonvoy loyalty program, as well as adjusting the hotel chain’s cancellation policy to be more flexible during the pandemic.
Announcing policy changes is also a good excuse to reach out to customers to keep your band top of mind, without pushing a sale.
3) Find ways to give back to your community
Supporting causes bigger than your company is a key element of reciprocity.
For example, shoe brand Tom’s, a pioneer in this space, is donating one-third of its net profits to organizations on the front lines of the pandemic. You do not have to donate cash; in fact, the contribution might be more impactful if it is tailored to your business and its products or services.
Recently, many restaurant chains including Chipotle have donated free food to healthcare workers.
Address emotions now, but plan for the post COVID-19 future
The instability and uncertainty we all feel today will not last forever. However, brands that respond empathetically and effectively to customers’ emotions during this crisis will be best positioned to weather the storm.
Old habits are broken during a recession — but new habits are also established. In addition, those who keep customers engaged between transactions, building valuable emotional loyalty, will become part of those new habits as they form.
In order for brands to truly understand customer’s emotional drivers, you should look into tools like Kobie’s Emotional Loyalty Scoring to help re-segment and decipher customer reactions to messaging, benefits, and offers.
Marti Beller is President at Kobie Marketing. Beller has more than 20 years of loyalty marketing and customer engagement experience after most recently serving as senior vice president of global loyalty products and platforms, Mastercard. Prior to her tenure at Mastercard, she served as president of Connexions Loyalty (formerly Affinion Loyalty Group), where she led the customer engagement and loyalty strategies of multiple global brands, including top credit card issuers, worldwide hoteliers and national airlines.
The post To build customer loyalty during COVID-19, maximize interactions between transactions appeared first on ClickZ.
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