How Google Killed the Broad Match Keyword…

Sometimes, even for the largest companies, adjustments and changes in one place can have unexpected consequences. Certainly, as the world’s largest advertising network continues to turn the screw on advertisers, the cracks are appearing.

When we first started using Google Adwords, in the early days, it was clear that this was a gravy train for most of our clients – a simple, easy way to generate income and business.

What Is a Broad Match Keyword?

A broad match keyword is one which initially matched based on the words appearing in any sequence or spacing in a phrase. So, for example, if your broad match was for Car Finance
Your advert would appear for phrases with ‘car’ and ‘finance’ in them. From ‘How can I finance my car‘ to ‘What kind of car needs finance?’
However as Google had searches to fill, and also realised that it was a pain to manage misspells, it broadened the reach of ‘broad match’ to being:
Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemming (such as floor and flooring), related searches and other relevant variations.”

What this means is that actually, no longer is the match broad, it is ridiculously broad. It means that your keywords could appear for phrases like ‘cat finance’ or ‘van financing’. Making ‘broad match’ look more like a ‘vague match’.

What This Meant Until 2016

Until early this year, there was still a way to get a broad match to work. This meant doing three things:

  1. Using a + for the most important keywords, was an adjustment made by Google in response to this concern. So, if you use ‘+car’ then ‘car’ has to be in the phrase you are bidding on, and
  2. Being more aggressive on negative keywords to avoid bidding on the wrong phrases, and
  3. Targeting lower positions in the search rankings to achieve a lower cost per click would make the lack of targeting affordable

And that was all right for the recent past, but now the final nail has been driven into the broad match coffin – the reduction in listing numbers in February.

This tactical move from Google was designed to limit the number of positions for Pay Per Click so that advertisers would be forced to pay a premium for advertising or find somewhere else to generate business.

However, the knock-on effect is that because the targeting is so loose, and cost has risen, the return on investment is no longer there for most broad match phrases. Most advertisers should be looking very carefully at the performance of these kinds of matches.

Broad Match Keyword Changes: Was it Unexpected, or was it Planned?

Of course, this suggests that this kind of ripple effect is down to a sequence of unfortunate events over which Google has little or no control. Yet we know this is not the case, that Google checks everything, tests everything and launches based on its data.

What this change has effectively done is squeezed more out of the busy and competitive phrases but at the expense of longer tail income. It’s a challenge: search overall is slowly sinking and Google needs to continue the momentum or their share price will suffer.

The Ergo Digital View: Short-Term Win, but Long-Term Irreversible Loss

We maintain that this is, however, a short-term decision and will have a negative impact in due course. It is relying on the inertia of advertisers not to spot that they are suddenly paying more for less.

However, there is a problem: the one piece of data which Google cannot work out through short-term testing is long-term trends and effects. Inertia is not permanent, and customers will get wise (some faster than others) to the lessening performance.

Given all the tools we have at our disposal, tracking, attribution and conversions, we can see enough to tell us when something needs to be optimised ‘out’.

And, so it’s time to publish the obituary for broad match. It was fun while it lasted.

Goodnight and thanks for all the clicks!

Posted in Ads

Google’s new PPC features are loaded with AI

At Google’s San Francisco marketing conference, held in May, the internet super-corporation made some startling claims about the future of its AdWords tool. Of huge interest to anyone who engages in pay per click campaigns in the UK, the event – named Google Marketing Next – saw a number of innovations added to Google’s current offering. Aimed at larger businesses in the main, their presentation of key new features was certainly designed to be eye-catching, but what of the details which will be of more interest to smaller organisations? Read on to discover the future of pay per click marketing and how artificial intelligence (AI) and machine learning will play an ever greater role.

New Customisation Features Help You Hone In

In the near future, Google will allow e-marketing professionals to perform a query that will let them see who, or what sort of surfer, is accessing their website via a pay per click campaign in AdWords. This means that for the first time it will be possible to tell whether a particular search term is being clicked through on from a genuine customer or perhaps someone simply doing a bit of research. Google’s Director of Audience Products, Bhanu Narasimhan, said that this function will allow for conversion rates for in-market audiences that are improved by ten per cent, on average.

Any in-market search feature is likely to improve the ability to attract specific types of consumer. However, this is not all Google have announced. At the present time, there are just under 500 types of in-market audiences that can be displayed within AdWords. In a further announcement made by Karen Yao, the organisation’s Group Product Manager for Ad Platforms, fully customisable in-market audience will now be possible, too. For example, by adding keywords that might have been used by someone looking for a product or service you sell, it will be possible to customise an in-market audience specifically for them. Thanks to the big data and machine learning offering of Google, this should allow for a much greater targeting of customers, new and old.

Target Your Clients’ Life Events

In the past, life event targeting relied on fairly simple AI, but Google’s Tensorflow processing system has revolutionised it. Getting to grips with would-be consumers who are going through a targetable life event means being able to gain a distinct advantage over competitors.

Whether you market to recent graduates, to people who have just bought a home, or to newlyweds, advertising to people in a more structured and, frankly, intelligent way is now available due to Google’s investment in this fast-moving technology.

Use Attribution Modelling Features to Track Customer Interactions

Google Attribution is already available in AdWords, DoubleClick and Analytics, so what needed to be improved? Basically, the issue with many attribution models is that they are somewhat limited when it comes to reproducing real-world behaviours. People just don’t ‘behave’ online in the way that we assume they might. Nevertheless, thanks to Google’s updated store visit data, better store sales data and a consolidation of data that is easier to read, marketing professionals won’t need to try to use the existing tools in the same way anymore. For example, constantly tweaking models for one-off or seasonal behaviours will be done away with. Due to Google’s machine learning, data-driven models will now cleverly weigh up how each click point in a sales and marketing process contributes to the overall outcome.

In Summary

There are four key points to take away from Google Marketing Next. They are:

1. The growth of artificial intelligence in the way Google will run services like AdWords
2. The increased accent on life event targeting.
3. The ability to customise in-market audiences.
4. The fact that automation is likely to play an ever greater role in e-marketing this year and next.

Therefore, it is going to take even more specialisation and expertise to successfully squeeze the best out of e-marketing campaigns in the future. It looks like another learning curve for agencies and another reason why you shouldn’t attempt to use all these tools yourself!

The bottom line – why nothing else (really, truly) matters

Lies, damn lies and statistics is a well known expression and whilst we don’t strictly adhere to the hostility of this line levelled at what is just an inert mathematical measure, it’s instructive that figures can get a bad rep if used in the wrong way.

We’d like to outline why you need to sweep away the negative thoughts and embrace measurements and assessment criteria as they are the lifeblood of any ambitious or growing company.

Picture this: your financial manager comes into see you one day saying we need to invest more money into a new marketing channel and when you ask:

‘how much?’

They reply ‘I don’t know’

I don’t think it would be likely you’d grant their wishes. Marketing no longer needs to be conducted in a ‘hit it and hope’ fashion.

So why, fundamentally, does the bottom line matter so much? To understand this, lets take a look at SMART objectives, KPIs and measuring performance.

SMART-en up your thinking

Smart goal setting concept

Any growing business needs to be closely and carefully monitored and managed.

As your business grows you need to understand where you are today and just as importantly, it allows you to set the scene for target setting to influence your strategy for future growth.

As most marketing managers will be able to tell you, the best types of objectives are the ones which are SMART (Specific, Measurable, Achievable, Realistic and Timely).

A non-SMART objective is no objective as the saying goes.

KPIs are the business

Key Performance Indicators or KPIs, are the specific performance measures for your business that you choose as your benchmark. They are your key business drivers and by definition, the parts of the business you should choose to focus on. You should be able to determine what your KPIs are. Put simply, the performance of these has the greatest impact on your business success.

Which leads neatly onto the digital world and the need to be able to measure the commercial benefit for any strategic or tactical digital activity.

There’s an apocryphal story of an advertising man saying:

‘I know that 50% of my advertising is working (and by extension, 50% isn’t!), the only problem is, I don’t know which 50%!’

That is no longer the case, with digital we have an opportunity to determine with both accuracy and confidence exactly what works and what doesn’t. And in the digital world, you really should be aiming to cut out the stuff that’s proven not to work, and maximise the stuff that is.

It sounds desperately simple, doesn’t it? Which makes it all the more surprising that many digital agencies seem to be focus more on the visible symptoms rather than the underlying disease, metaphorically speaking. By this we mean being more concerned with marketing activity metrics rather than what these metrics mean to the commercial interests of the company. Which seems very odd to us.

Measures that allow you to perform

When it comes to results and metrics and smart objectives, it pays to consider a company which first and foremost measures the bottom line for our clients (and is judged accordingly). Which is also why one of our challenges, to you, is to ‘do more’ because by doing more, and measuring more, you are more likely to achieve a successful result.

Which is precisely why most of our illustrations and case studies measure the commercial difference our digital actions made to our clients, rather than anything else.

‘Result’, as you (and we) might say!

Big data and the role of decision software

Even supercharged data has a job to do, and the job is always about a decision – so says a recent MIT article ¹

And who are we to argue. So whilst the value of decision software’s promise has never been in doubt, the application of such was a different matter entirely.

So what’s changed? For one thing, the sheer scale and amount of data available electronically has given extra impetus to an automated solution. Additionally, the reduction in complexity of using the necessary expert systems and the development of open sourced software means that for the first time, real automated decision making is now within the grasp of many businesses.

OneDecision.io_logo_portrait

Leading the charge is Omny Link, Ergo Digital’s technology arm, and with the development of One Decision, a collaboration between Omny Link and industry heavyweights Alfresco and Signavio, this early promise is now being realised. So much so, that a big 5 consultancy firm is working with us on a national European project.

Which industries are suitable?

So what sort of applications and industries lend themselves to decision management software? The most appropriate situations, unsurprisingly, are the ones where decisions need to be made frequently and rapidly. The knowledge and decision criteria have to be structured to a high degree and include a thorough understanding of the factors to be taken into account. If you can codify the decision rules and have access to high quality data, then away you go!

The obvious industries ripe for implementation include insurance (particularly underwriting) law, banking and travel. But the applications for this technology are only now being seriously realised. For example, within the marketing roles of SMEs, provided one is able to define the rules engine (a set of business rules that use conditional statements to address) the organisation in question would be able to apply automated decisions to their day-to-day working thereby enabling them to do more with less, and freeing up their managers to concentrate on their more important activities.

Go further

In the next blog, we’ll discuss how coupling decision software with workflow applications via the cloud and API connectivity is enabling dynamic companies to manage their workflows more effectively.

¹ MIT technology Review January 2014

Content Marketing Techniques: You Need to be Smart to Win!

We all know that technology develops seemingly at the speed of light, leaving those behind that don’t stay with the times. Of course, the same holds true for effective link-building and content marketing strategies on the internet.

Recently, Matt Cutts of google declared that guest posting, one of the most popular forms of network building on the web, is essentially dead due to overuse and bad quality content. He says the new age of content marketing will largely center on social media and high quality content posts that really grasp the attention of the reader.

While guest posting most assuredly is not dead, but rather evolving, in moments like these it’s worth reflecting on potentially diversifying your avenues for online marketing.

blog

What Went Wrong with Guest Posting?

Guest posting is different from “regular” blogging in that bloggers post their articles and information on other websites or blogs with links back to their own content, in this way expanding their networks and hopefully increasing traffic to their own website. Guest blogging has been one of the easiest ways to advertise a website or blog and has been used by digital marketing agencies and SEO suppliers for a while.

The problem with guest posting is that many people have abused it to spam websites with very low quality content simply to get clicks through to their website. This has resulted in an abundance of bogus and repeated posts that do little to help the internet community at large.

Cutts’ announcement that guest posting is essentially dead worries so many people because it implies that the Google algorithm ,which can have a huge effect on the success of a website, will frown upon guest posting in future updates to its ranking formula. For many bloggers, guest posting has been their main source of self-advertisement. If guest posting is no longer welcome on the web, how can you promote your website?

Make Sure You Only Post High Quality and Interesting Content

Despite some interpreting Cutts’ words in an extreme way, he did not intend to say that all guest posting is dead. What he intended is to discourage the thousands of spammy posts we see on the web every day. High quality guest posts are, of course, still great ways to enlarge your network and share your opinion or information.

You can still generate links to your personal blog or website through guest posting, just make sure you are saying something unique that is actually useful for your audience. High quality guest posting is far from dead!

Social Media is the Way of the Future

social media

In the spirit of diversification, however, it’s always good to take a look at alternative marketing methods. Cutts and many analysts agree that, in addition to high quality guest posting, social media is really the best way for link-building and content marketing. Social media has soared in popularity in the last decade or so, with millions of people connected to sites like Twitter, Facebook, and Instagram every day.

You can easily establish a presence on these networks for free, take advantage of the secondary networks of your existing contacts, and quickly see your message and links to your website spread around the internet like wildfire. Social media agencies and online marketing agencies are great resources for advice if you would like to try out these lead generation forms of content marketing.

A great tip for content marketing techniques is simply to make your posts as informative and interesting as possible. Take advantage of the rising popularity of infographics or create a useful guide to something that people need. This will allow your links to be accessed through a variety of indirect sources and show your audience that you are here to actually help them out, not simply to increase traffic to your page.

What are you waiting for? Expand your network with high quality content that grabs the attention of your readers. Create an online presence through social media. Get your website out there! Just call us on 01962 605 000 today.

How to Optimise Your Company Blog for Lead Generation Success

Carving out a niche for your company in today’s lead-generation is much more complicated than in the past, thanks to search engines’ complicated formulas and the array of technological marketing techniques available in a cutthroat marketing world.

Luckily, there are a few ways you can optimize your website to receive a greater amount of traffic and consequently a higher number of clients. Creating a blog for your website is an oft- overlooked way to connect with your customer base and market your wares in a less traditional way. Blogs are great for not only increasing your website’s traffic but also for demonstrating your understanding of and dedication to your clients in a way that is sure to help your sales – if done in the right way.

What should you keep in mind if your company is starting a business blog to help bring its marketing and sales to the next level?

Keep the same formatting and style

To be most effective in increasing sales and not just traffic through your website, you should make sure that your blog looks and sounds similar to the rest of your website. This shows that your company is well-organized and makes it incredibly simple for clients to click through to your main website. An online advertising agency or web design agency can help design your blog if you are having trouble.

Make your blog interconnected with your website

Along the same lines, it is always a good idea to link to some of your other blog posts or internal web pages. This lends a sense of connectedness to your website and makes it more likely that customers will click through to your other articles and the rest of your site.

business blog

Use the blog to connect with your customers, not as another sales pitch

It is important to remember that, although you are making a blog as part of your marketing strategy, a blog’s central purpose should not be to sell a product or service. Instead, use the blog to connect with your clients on a more personal level. It should be like an extension of the FAQ section, though more general in scope. Post blog entries that answer the concerns of your customers, both those directly related to your products and those only somewhat related. This will increase traffic to your blog and demonstrate your dedication to your clients’ satisfaction and not simply your company’s profits.

Be consistent

The failure of many blogs to increase traffic or sales for a company has to do with its lack of consistent posting. For a blog to interest clients, it must not only have interesting information that is applicable to your customers, but also up-to-date resources. Keeping your blog updated shows that the information therein is still valid and that your company is investing energy in continuously connecting with its customers. Try to post something at least once a week.

Make your blog into an entry point

Your blog is not only a great way to connect with your clients that have come upon your website on their own, but also a convenient way to enlarge your network. By inserting several opportunities (links, icons, etc.) for your customers to share the information they are learning on your blog through social networking websites like Facebook, Twitter, or LinkedIn, your company’s message and products can be distributed throughout your clients’ networks as well. In this way you can take advantage of a much greater pool of customers, all through the help of your existing clients. A social media agency or digital strategy company can help you effectively incorporate social media into your blog maintenance.

Make your website stand out from the rest by taking advantage of the many benefits of adding a company blog. Blogs can be easily optimized to help increase traffic to your website and, if done well, increase sales.

Dangerous Mistakes in Email Marketing: How Your Business Could Flatline Before You Hit Send

Despite all of the recent hype about new marketing techniques that use SMS or social media, “classic” email marketing is by no means a thing of the past.

In fact, email marketing still has an extremely high ROI of over $32 for every dollar spent, with the average now being around $42. Of course, such success rates hold true when a company takes advantage of email marketing to the best of their abilities, using data about their customer base and smart email optimization techniques.

If you are already using email marketing and not seeing these sorts of results, make sure you are following the best email marketing strategies available.

Use some of these tips to take your email marketing campaign to the next level:

Make Your Readers Want to Open Your Email

opening door like emailsOne of the biggest hurdles in email marketing is getting your customers to actually read your message. This is because other common marketing problems, like knowing that your message has been delivered properly, are minor concerns when it comes to emails, which send you a response when your message hasn’t sent properly or other technical difficulties arise. Similarly, people have been found to check their email on average 34 times a day—largely thanks to the popularity of smart phones—meaning your email can be read dozens of times throughout the day. In light of this knowledge, your challenge is actually getting your customers to open your email and not send it directly into the trash.

You should consider the subject of your email very carefully. If you think this might be what is inhibiting your email campaign’s success, you can contact an email marketing agency or digital strategy agency to find out what messages your clients will best respond to. Research like this could increase the rate of opening by over 25% at times.

Perhaps most importantly, you must ensure that your website landing pages are optimized for mobile devices. If a potential client accesses your site via mobile device and it takes forever to load, or is difficult to navigate, you will have shot your entire marketing campaign in the foot. Responsive email design is a crucial party of your campaign—so don’t overlook it in this era of mobile phone mania.

Pay Attention to Alt Tags

Estimates find that over 80% of users have images disabled on their email accounts, probably to avoid downloading malware and to speed up processing. If one of your readers with this feature opens your email and only sees a bunch of empty frames, they will obviously ignore your message and odds are they will unsubscribe from your list. Add alt tags to all of your images. These should be concise, but still contain your SEO keyword and the basic message you want to get across to your customers.

Make the Email Interesting and Interactive

email marketingThere’s nothing worse than getting a form email that simply tells you to buy a product because, well, your company thinks they should. You have to make your email applicable to the clients that are receiving it and actually interesting for them to read. Don’t send out generic form emails to all of your customers – make groups based on whatever characteristics are applicable to your company’s product or message. An even better way to engage with your audience is to place a “call to action” in the email. Ask them to leave their opinion, vote for their favorite item, enter into a contest, complain to their local officials, or whatever makes sense given your organization’s goals. The point is to give your customers a way to really interact with your business or at least the cause that it is based on. Asking your customers to actively participate can be the difference between a successful email marketing campaign and a dud.

Take your company to the next level with an email marketing campaign tailored to your specific customer base and company needs, and use these tips to make sure you see the ROI you have been looking for!

The Shifting Face of SEO: How Google is Changing the Game for Digital Marketers

Let’s be honest here: Google is the best of all when it comes to SEO strategy. That’s because as the largest search engine in the world, Google has an opportunity to create and alter algorithms that help searchers find exactly what they’re looking for.

And, to be the best of the best, Google is constantly altering the SEO landscape to focus results squarely on relevance. After all, can you imagine the mass exodus that would occur if Google started giving users false or irrelevant results? By educating yourself in the complicated ways that Google has been changing the game for the last year, you can better structure your strategy to ensure that your digital marketing tactics rank high on Google searches.

It’s All Semantics Now

semantic web crossword symbolA fairly new development in Google searches, the search engine giant has created a way to scour the Web and find the most relevant sites for any query. Semantic SEO was developed after the latest Hummingbird update to the Google algorithm. It gives Google the ability to rank websites not only on their keywords, but also relevant terms to that keyword.

Instead of just returning hits for couches when someone searches for a new sofa, the algorithm can also return searches for interior design, living rooms and other relevant keywords. Therefore, SEO marketers should focus less on one keyword, but several relevant keywords across all platforms to increase ranking chances.

News and Reviews

Reviews have become more and more popular online. Whether it’s looking to see how other diners have rated a restaurant or making sure that an online store is legit, consumers are smarter about where they put their dollars. Google has recognized the substance of online reviews and will soon be adding them to search results.

At a glance, customers can see your rating and what other customers are saying about you, so it may make more sense to shift focus and work on getting the best reviews in 2014. Increasing customer service and frequenting review sites can help you address concerns and make sure you have an excellent online reputation.

Keyword Encryption

Where you could once log into your site stats and see exactly which terms users utilized to find your website, Google is changing the game with keyword encryption on all search activity except for click-on advertisements. By encrypting keywords, it’s more difficult identify keywords to stuff into your content to rank higher. Still, keep in mind that Bing and Yahoo don’t encrypt just yet, so you won’t be flying totally blind.

And, if you really want to know how users are getting to your site, check out your landing pages: It should give a good idea on which topics garner the most hits. Moving forward, your content and SEO strategy should be more about quality than quantity. By creating quality content, you’ll enjoy traffic no matter what the keyword.

Change is Good

Old way or new way? Change is goodKeep in mind that Google holds most of the cards. With near-constant changes and updates to algorithms, you may need a qualified SEO agency to help you navigate your way through digital marketing strategy. Still, Google ranks based upon quality and relevance, so making sure that you offer the best possible content means you won’t be deeply affected by changes and updates.

The world of SEO and content marketing can be confusing at times, especially when you’re catering to Google’s changes. But the updates are really to your benefit, as they help users more effectively pinpoint exactly what they’re looking for online.

By maximizing your digital marketing strategy and covering content, SEO and keyword bases, you can enjoy a high Google rating no matter what.

Learn about how we stay adaptive, and get in touch with us to find out how we can work with you on a long-term SEO strategy that stands Google’s test of time!

Local SEO: How to Design the Perfect Digital Marketing Strategy for Your Local Small Business

Small businesses sometimes get the short end of the stick when it comes to digital marketing strategy. Without the size of national corporations or the capital for huge marketing campaigns, it can feel like you’re relegated to old-fashioned marketing techniques to bring in a steady trickle of clients and customers. But before you give up on digital marketing as a whole, you should know that the tactics used by larger companies can be harnessed for local SEO and applied to small businesses for huge results. Here are some of the best tactics to make sure your company gets the local exposure it needs to be successful.

Email Marketing

shutterstock_103449926According to MediaBistro, a whopping 98 percent of companies already use some type of email marketing. But while newsletters and promotions might help drive traffic to your company, they can also seem impersonal – particularly when you’re trying to grow a local audience. If you do plan on utilizing email marketing, try dividing your email contacts by national customers and those who are local. After all, some services – a nail salon, for instance—won’t make much sense on a nationwide sphere. By targeting only those who live within your service area, you spend less time clogging up email inboxes and more time extending offers to those who are most likely to patron your small business.

Social Media

If email marketing is the most broadly used type of digital marketing strategy, then social media is the friendliest. Social media gives customers the chance to get to know your business on a more casual level, and shouldn’t be skipped. Whether you start a Facebook page, a Twitter feed or have chats on your company’s LinkedIn profile, social media gives customers a chance to get to know you. Even smaller local businesses can gather “Likes” on a Facebook page that lists your business’ hours, location and even reviews all from one place. And, the bigger Web presence you have, the better chance at scoring customers and getting feedback.

Web Content

shutterstock_153218306While marketing is sometimes seen in a negative light, content marketing has changed the face of digital marketing strategy completely. Instead of advertisements being sent to prospective customers, content causes customers to actually seek out your business using articles, videos and other digital content. Whether it’s a funny video on your site or an interesting article that incorporates some of your services or products, content allows you to offer something to your customer: Information. It’s a simple way to drive local traffic to your site, particularly if your content is targeted to a local geographic area.

Optimised Search

shutterstock_119873725Of course, content marketing could be a moot point if you don’t optimise your search options. By applying local SEO strategy to your website, social media and overall brand, you help searchers find exactly what they’re looking for— you. The right keywords make all the difference in the SEO sphere, so making sure your content is location-rich and utilizes the places within your service area helps improve search results and eventually, website traffic. Small businesses can look to an SEO agency for help to choose the right type of content and best keywords for search optimization for the best results and biggest bump in traffic.

Along the lines of SEO, a carefully structured local PPC strategy will provide a low-cost alternative to help direct target customers right to your website using local keywords. These types of keywords tend to have a lower cost per click, therefore local business with moderate marketing budgets can leverage this avenue as well. In addition, PPC will also help your business understand which keywords work best to draw traffic to your website before investing time and resources into ranking for a given keyword in organic search.

While it may seem like a brave new world out there for small businesses, what may seem like a daunting menu of marketing options can actually serve up success for local companies. By detailing your marketing strategy to include content, SEO, PPC and social media accounts, you’ll gain local attention fairly quickly—and new customers.

3 Examples of How to Get Social Media Marketing Very Wrong…

linkedin failEver had one of those days where your time and attention was taken up by meaningless things?

We know what it’s like, for every email that matters, you get ten that don’t. And finally, to cap it all off we receive contacts like this.

This LinkedIn connection request prompted this post – to help us sharpen the mind and give you three tips to improve your social media communications. After all, I’d prefer to be at the  receiving end of good quality communications and connections.

Learning 1: Get Real in Your Social Media Connections

So, this is why this LinkedIn approach is initially amusing. First question: who is ‘Better Link Advertising’ and is Link his/her middle name, or is it a double-barrelled surname? That photo doesn’t look like a real person either and, worst of all, they have given me absolutely no reason to connect with them.

However, it’s not just for amusement. It needs to be treated more seriously than that, you need to do two further things:

  1. Consider why they are trying to connect with you: this approach, in my opinion, has much more value to them than to me. I am not connecting to anyone in particular but they are getting ‘endorsement’ from me and access to my contacts.
  2. Place a value your identity above just gaining contacts: you need to connect with people you know personally, ideally business contacts, but more than that people who you have an ‘even’ relationship with. Be very careful about connecting with those who’s interest is merely in your contacts (for example recruitment consultants and competitors)

If you’re not sure, then ask. Challenge them on why they want to connect with you.

Learning 2: Don’t Be Boring With What You Share in Your Feed

Boring LinkedIn post

Just because you can post, if you don’t have anything interesting to say, then it’s best to be quiet.

This post highlights just how bad it can get. I don’t mind your narcissism, but your post is painfully dull.

Why should I follow you when all I might get is rubbish like this? And hashtags don’t work in LinkedIn anyway so clearly this is just a tweet.

We like the quote:

“Wise men, when in doubt whether to speak or to keep quiet,
give themselves the benefit of the doubt, and remain silent.”

We prefer to have connections where quality is valued above quantity. Our feed would be less busy and more interesting and, ultimately, make our Social Media experience stronger.

Learning 3: Don’t Go On About ‘You’

boring video share on linkedinOf course it’s easy to do so, but don’t just go on about your business, your skills, your awards and your successes.

Mix up what you share, how you share it. Make it engaging, opinionated, informing and friendly.

Remember that incredibly dull person you met at a dinner party who kept on talking about themselves?

That could be you. Don’t fall into the same trap.

Ultimately there is no perfect formula for Social Media Marketing. It’s frustrating, it’s funny, it’s time-consuming and it has to be ‘you’.

We’re the turbo boost for
your digital marketing engine.

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