Marketing

Best social media marketer

General tips

  1. Environment setup

  2. SHOW! DON'T TELL! — Your post or website should give your users an instantaneous of how your service or product works. You can do with correct use of visuals, animation and headlines. #convenience

Sales

Planting that hero's jounryen in people's mind

  • Triump doubts

  • trials and tribulations

  • safety risks

  • trust

  • unknown

  • unexperience

  • problem answer

Carousel posts strategy

  1. Plan your content

  2. Layout design

    • Approach the post as single piece as opposed to 10 individual boxes (see bridgestudio)

    • Prompt the user to go to the next page with visual cues (eg.arrows,page numbers, graphic elements that spread across squares)

    • Let the visuals used be the 20% communicate the core idea of the square (eg.emojis, icons, illustrations)

    • Continuity

  3. Type is Kween

    1. your headlines should be communicate 80% of the message with as little words as possible. You do not want people to read too much

  4. Have a call-to-action that invites dialogue

    • Give audience something to think / comment about

    • want to improve your skills? > Check out my course on website link in bio

  5. Production in AE

    • Build 10 1080 x 1080 compositions. Design your layout and content within these compositions.

    • Preview composition: stitch them together in one long strip

    • Render composition: create another comp that have all comps trimmed to one frame and sequenced in order. This allows you render that composition as a png seq and you have all the images in order.

    • Workflow

      • Use Ray Dynamic Color to set / change color palette

  6. Hide the vegetables

    • even though you have a grand message to share; not many people see the value in it as they have different expectations

    • what you can do instead to lead them to the message, or you can sprinkle it along the way

    • but never present it on its own; think of it as dessert or a side dish

Basics

  • How to do keyword research to increase site ranking?

Analytics — Andy Crestodina: The Most Useful Google Analytics Metrics for Web Designers

Recommending readings

  • Orbit Media YouTube

  • Measure School YouTube

Tools:

  • hotjars

  • Anatomy of the perfect B2B service page

Why Google Analytics or analytics

  • Case study blue shirt vs red shirt soccer match - numbers might not help you

    • you have too many content: headlines, images, CTAs, newsletter, forms, drop-downs,

  • Analytics save times

Hierarchy of data quality

  1. Opinion preference

  2. industry best practices (useful in absence first party data)

    • they are risky, used for hypotheses

  3. marketing analysis — What has worked for

  4. A/b test — Which works better now

Process

  1. Every number of your analytics is wrong - based on page views, you cannot track page interactions

    1. carousel, anchor links, rollover content

  2. It's about the pages and URLs - currency of the internet , ranking

  3. How well is the navigation working?

    1. what gets clicked and what doesn't

    2. take a look at page view breakdown

    3. go to the home page > user flow

    4. Question:

      1. any small links getting clicked a lot

      2. any bug buttons getting missed

      3. are calls to actions effective

      4. what gets clicked the most in the main nav

      5. what never gets clicked in the main nav

  4. Everything you remove from a page makes everything that's left more prominent - less is more

Creating goals

  • 5 types of conversions

    • leads

    • subscribers

    • e-commerce customers

    • event registrants

    • donors

Analytics

  • Creating Goals under View

  • Give it a descriptive name

  • URL of the goal, enter a value, set up the funnel, required, save

  • this allow you to track conversion views

  • funnel visualization report

    • find the weakest links / where the user flow break

Service Page checklist

  1. Short descriptive headline

  2. keyword focus

  3. quick visual credibility

  4. meaningful subheads

  5. answers to top questions

  6. short paragraphs

  7. testimonials / social proof

  8. strong supportive visuals

  9. faces of your people

  10. data and statistics

  11. clean, simple flow

  12. depth and detail (800+words)

  13. compelling call-to-action

Optimization

Removing dead-ends

Potential- dead-ends: remove every dead end from your website, thank you pages, site search : no results, 404 page not found, ... the bottom of services page

  • Contact form over email link

    • trackable in analytics

    • can store a backup in a database

    • leads to a thank you page with additional content

    • sends an auto-response email with additional content

    • can ask specific questions

    • can route message depending on answers

    • can route message to multiple people

    • works on any computer, no email software necessary

    • no spam

  • Thank you message crafting

    • give people more opportunities and not a dead-end

    • newsletter

Search term query page ranking - what phrases does this page rank for

  • anecdotes does not affect data - narrative/storytelling device

  • Connect Google Search Console > Acquisition > see Orbit Media Article

    • track user Search Query that connects to your site? - measuring search performance

  • High ranking content

    • primary key-phrase (title tag and H1)

    • make sure article incorporates all of these phrases

    • ad detail, length, answers, statistics, contributor quotes, and examples to articles than rank #1 yet (SEO)

  • Are they using the search tool? What content are we missing?

    • branded query

    • Site search Tracking query parameter: search_term (wordpress is optimized for this)

    • under Search Terms , you can now see phrases people are search for on your website

      • Primary dimension: Search Term / Secondary dimension: exit page

        • look for where people leaving your page because they could not find what they were looking for

      • Opt out investigation: secondary dimension: start page

    • Questions

      • search for each phrase yourself. Find it?

      • your page isn't ranking? Optimize it!

      • You don't have a page? Create it!

      • Adjust your navigation. Help visitors finds things faster

      • Is the site working well in every platform

        • Technology > Browser & OS, Bounce rate > identify where people are struggling

        • Drilling down : identify which Browser Version is causing low conversion rate

      • DO some browsers have higher bounce rates than others?

      • Do some browser (or versions) have lower conversion rates than others

FAQs questions

  • Avoid FAQs question because people need to drill down

    • how frequent are FAQs are asked > use Hotjar

    • move the top FAQs onto relevant pages

    • reorder the question, putting the top questions at the top

    • remove the FAQs that are not really frequently asked

  • Anatomy of a conversion: question > answers > evidence > action!

    • create a flow that guides them

Exit click tracking for social media icons

  • Workspace > Tags > Tracking ID > Event > Parameters: click link click URL > create a trigger when someone click something that is not website

  • Remove icons that don't get click

  • get active on the networks that get clicked most

Compelling articles

  • Reverse Goal Path - calculate the metric of pages, page views / newsletter subs = conversion rate

  • Use Google Sheet add-on to gather gata

  • Questions for new calculated metrics

    • Are we promoting our top- converting content

    • can we publish more on high-performance topics?

    • Are the high-traffic pages guiding visitors to high-converting pages?

Beware the HiPPO - highest paid person's opinion

Psychology

  • people scans for if they are right place - excavation vs bulldozer