how to use social media to drive traffic, engagement and revenue for your publication
Post on 17-Jul-2015
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How To Use Social Media To Drive Traffic, Engagement And Revenue
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Today’s Agenda
Consumer expectations vs reality
How to choose the best social networks for your publication
How each could be used by publishers to promote their brand
Tips for using each of the major social platforms
How to leverage your social media audience to deliver value to your advertisers
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Consumer Expectation/Behavior
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Facebook and Twitter are the most popular platforms
– 84% of respondents expect you to be on Facebook
– 64% expect you to be on Twitter.
Instagram is more popular among the younger set (18-44)
YouTube clinches third with 44% of consumers expecting you to have a presence on the platform
Google+ is expected more from older consumers (45+)
Significantly more women expect brands to be on Instagram and Pinterest
Source: HubSpot
Reality
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Overall there was a 35-65% drop across the board between the number of consumers who expect your brand to have a presence on social media and those who will actually follow you!
Source: HubSpot
Ultimately, while consumers expect brands to be present on an average of 3.4 platforms, they’ll only follow brands they like on an average of 1.6!
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Start with Facebook 1st
then expand as time and resources permit.
But DON’T
Be a Broken Record!
What Does This Mean?
Approach
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• Consistency
– Can’t take off long periods of time!
• Experiment Continuously
– Try different times, styles, topics
• Have a plan
– Different messages for each platform
– Set goals for each in terms of traffic, engagement, revenue
– Commit to at least 3 months
– Don’t be afraid to abandon or pivot
WIIFM?
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Stay up-to-date with top stories and news from the community
Get the latest deals and coupons in…
Local trends including recipes, fashion, events and more
Real stories from the community
Stay up to date with the latest marketing trends for local businesses
Videos by and from the community
• Use a human voice
• Link back to articles on your site as often as possible
• Always optimize the image
• Don’t give too much away in the title and excerpt
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Tips
• Be conversational
• Interact more consistently throughout the day
• Don’t be afraid to repeat tweets
• Use lists to watch others
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Tips
• Highlight print
• Curate 1st then sprinkle in original content
• Make sure to add a description and place where appropriate
• Use as embeds on articles (ITI, Event Recaps, etc.)
• Cross share to Facebook
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Tips
• Be authentic, not professional
• Always provide context– Quotes from people,
prices, etc.
• Cover hot topics/ask for opinions– Use videos too!
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Tips
• Be authentic, not professional
• Use your phone
• Cover local events, people, businesses
• Always create articles on your site as well and embed video
• Curate other peoples videos in playlists
YouTube
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Tips
• Ensure your business page is setup if for no other reason than SEO
• Do the minimum (share articles -same as Facebook)
Google+
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Tips
• Invite advertisers/prospects to follow your page
• Share interesting articles about local marketing with your view included (educate)
• Announce offers and deadlines
• Make sure your profiles are complete and links to your advertising page (personal and page)
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Tips
How To Leverage Your
Audience to Drive Revenue
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Drive Traffic & Engagement
Sharing
• Events
• Articles
• Highlight Businesses
• Coupons/Deals
Cross-linking & Tagging
Include Paid Placements
A bit more salesy when sharing but still value add to readers
Include Paid Promotions
Buy Facebook Ads (or equivalent) to guarantee reach
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Don’t be afraid to highlight your social influence, but remember that
it’s all about maximizing traffic, engagement and reach for the
advertiser.
Social is just one aspect of that!
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