When used strategically, polls on Twitter can turn out to be a beneficial resource for maring ket research data. Marketers need to find a balance between being compelling and collecting usable information while they are writing copy for polls. Good copywriting is required for drafting the body of the tweet as well as for creating the poll options.
Benefits of Creating Polls on Twitter
Listed below are a few ways in which marketers can benefit from creating polls on Twitter:
- Tweeting polls consistently which helps in drawing visitors as well as followers to their profile easily.
- Selecting the right poll length by setting an end date (five minutes from the start of the poll to seven days) for the voting participation in the poll which gives them a fixed volume of data to consider.
- Including hashtags that will enable people to find their polls as well as keep track of conversations.
- Knowing their audience by asking certain questions which can provide them with insights into the requirements of their customers.
- Embedding polls on blog posts which can help in attracting new followers.
- Promoting products and services is more enjoyable when done through Twitter polls.
- Asking for opinions on various aspects of their company such as content ideas, logo redesigns, new products, new store locations, and such.
- Getting customer feedback on their current products which can also give them tips they can use for future products.
As the Covid-19 pandemic razes the world of advertising, prompting more and more marketers online in their attempt to stay engaged with customers, social media platforms have set new rules for the brands to abide by being human. With people uneasy and uncertain about their future and governments apprehensive about the social impact of the pandemic; Twitter, Facebook, LinkedIn, Instagram are all asking marketers to be mindful of the message being conveyed.
Role of Social Media amid COVID-19 Crisis
With outdoor activities coming to a standstill and more audiences moving into the digital space, Twitter’s role in a brand’s communication strategy has become more crucial. With consumers spending more time online, brands have an unprecedented opportunity to engage with their audience base.
Twitter stated that it has asked brands to be empathetic to the customer. Companies were also asked to ensure that the messages and information presented are accurate as well as responsible and relevant.
Similarly, Facebook, which has over 328 million monthly users in India, combined with the reach it has through WhatsApp (400 million Indian users) and Instagram, has also asked advertisers to be more apprised of the situation. Their efforts are centered on connecting people to health experts so that they can receive accurate information, as well as supporting local communities and businesses. Companies have learnt to be careful while conveying messages on social media platforms.
People are trying to be in touch by posting safety measures instead of promoting products directly.
Ranking on the first page of a search engine for a branded keyword is only one aspect of the search engine optimization (SEO) strategy for any website. The other aspect includes ensuring that the SERP (search engine results page) listing and the page content can drive more visits, unique visitors as well as conversions for the website in question.
You can find the right branded keywords for your SEO campaign by discovering which branded queries are the most popular and whether there are any common themes to the queries, as well as finding out which URL is ranking well for these branded queries. Seeing how the competitors are performing for similar kinds of branded queries also helps you in determining the right branded keywords for your campaign.
Website Optimization for Branded Search Traffic
Listed below are a few pointers for optimizing your website for the branded search:
Creating the ranked page:
Create a new page that responds to the query by keeping in mind: what the user intent is behind this keyword, what type of content should be on the page that is based on the keyword, which other web pages are ranking well for this particular keyword, and how the competitor pages look like for the similar type of branded query.
Attaining the right page ranking
Modify your website to attain the right page ranking for the branded keyword by ensuring that the pages serve the correct codes to Google, adding self-referencing user-selected canonical tags to the pages, creating static HTML versions of all the pages, as well as implementing custom and optimized metadata.
Content marketing is an effective method of engaging your audience. Your content needs to be such that it increases brand awareness, ranks well on search engines, improves click-through rates, generates leads along with getting social shares.
Clarity, comprehension, simplicity, authenticity, coherence, and smooth flow are the requisite elements in any piece of content. You can create compelling content by taking all these elements into consideration.
Suggestions for Enhancing Your Content
Listed below are some of the tips and techniques for enhancing your content:
- Investing more time in each blog post
- Proofreading and editing your content
- Adopting new and unique content creation tactics
- Reviewing the final draft of your content
Investing more time in each blog post:
Invest more time in each blog post in order to ensure that it is useful and trustworthy, it solves problems, it makes for optimal viewing on any mobile device and that it delivers content in a unique and incredible way.
Proofreading and editing your content:
Proofread your content to check for spelling, grammar, fluency, punctuation, clarity, authenticity as well as plagiarism; and edit it accordingly. Also, ensure that you are using the right style and tone of voice suitable for your audience.
Adopting new and unique content creation tactics:
You can supplement the written text in your content with other forms of media, such as charts, memes, infographics, pictures, audios, and videos. You can also turn to influencer outreach for maximizing the number of visitors to your content.
Reviewing the final draft of your content:
Review the final draft of your content and ensure that everything is as it should be. If not, then make the necessary modifications so that you can present full-fledged and well-refined content to your audience.
There has been a very marked shift in consumer search behavior over the past few weeks. While the overall search traffic has increased, the conversions have been reduced considerably. At present, the indicators of website conversion are the news media as well as the estimations of the economy.
Measuring Digital Success During Uncertainty
Businesses need to clearly understand their audience now more than ever. This can be accomplished by going through their analytics over the last few days and checking the paths which the visitors are taking to navigate. The most paths taken by the visitors give businesses an idea about the audience’s interests as well as requirements. Businesses should make note of the path of those visitors who are converting. Also, they need to be straightforward in their communication with existing customers. Running email lists through databases can provide businesses with several insights about the audience, such as demographics, home ownership, political orientation, and any other pertinent details.
It is more important than ever to keep having an online presence during this period of uncertainty. Now is a good time for businesses to amp up their content creation efforts as well as their search engine optimization (SEO) strategies. This includes monitoring their paid ads and taking a fresh approach towards marketing.
Currently, there is an ongoing worldwide crisis. You and your marketing team may need to be prepared to deal with similar situations in the future. It is optimal to plan ahead and develop a strategy that can help to keep moving your brand forward, even in the midst of uncertainty and adversity.
Managing Communication amid a Worldwide Crisis
Listed below are a few ideas to keep your brand in the minds of the people during this time:
- Begin your damage control
- Ask your brand a few pertinent questions
- Modify your tone
- Verify and share accurate information
- Understand when to revert to normal
Begin your damage control:
Conduct an in-depth review of every paid or organic post that you have running currently or in the next few days. At this stage, it is recommended that you begin damage control immediately by shifting your scheduled posts to drafts for the next 48 hours so that you can gather more information as well as determine the best course of action.
Ask your brand a few pertinent questions:
Asking your brand a few pertinent questions like what the audience needs and how to figure out an appropriate response to the ongoing situation will help in responding appropriately when the need arises.
Modify your tone, verify and share accurate information::
Modify your tone as the situation warrants in all your communications with the audience. You can use your email messaging and social media platforms to provide thoroughly verified and accurate information on resources and support to your audience as well as to share inspirational quotes.
The purpose of search engine optimization (SEO) is to rank the positions for relevant keywords. The search engine results pages (SERPs) automatically give way to a hierarchy of the click probability for each of the search results. Now, traditional web ranking is not the only way to measure search visibility for keywords and content.
Techniques for Mapping Search Visibility
Listed below are a few techniques used for measuring search visibility:
- Eyes on the SERP
- Above/Below the Fold
- Pixel depth
- Actual rank
- Search visibility score
Eyes on the SERP:
Merely looking at the search results for a keyword is the simplest way of assessing search visibility. This technique is employed by most of the search engine optimization professionals.
Above/Below the Fold:
Checking whether the web results appear above or below the fold is another technique of measuring search visibility. ‘Above the fold’ indicates the section of a webpage that is visible in a browser window after loading. ‘Below the fold’ indicates the section of a webpage that is visible only after scrolling down the search results page.
Checking the pixel depth is a new technique for measuring search visibility. Pixel depth indicates the number of pixels from the top of a search results page in which a given result is present.
Checking the actual rank of a web result is another technique of measuring search visibility. Actual rank denotes the numeric position of the web result after counting the snippets, ads, the PAA (people also ask) feature, and shopping results.
Search visibility score:
Checking the search visibility score is the most sophisticated technique of measuring search visibility.
Clickbait is generally not well-liked since clickbait headlines are usually sensationalist as well as misleading. But, when used in a proper manner, these clickbait headlines can be successful in grabbing users’ attention along with driving clicks.
Studies have shown that the headlines with ‘clickbait-y’ initial phrases can generate the most engagement. The headlines need to fascinate the viewers without misquoting what type of content they are going to find on the page. Such headlines help businesses gain credibility and potential customers.
The Proper Way to Make Use of Clickbait Headlines
A few of these clickbait headline formats are given below, which can help businesses in creating titles that will grab users’ attention as well as maintain trust in the brand:
- ‘X reasons why…’ in which viewers are intrigued about the reasons and so they will peruse the article
- ‘X things you…’ which is personalized and invites the viewers to learn more about themselves (loosely implied)
- Piggybacking in which a prominent figure or company related to the brand is referenced
- ‘This is what…’ which arouses curiosity in the viewers
- ‘This is the…’ which can quickly drive clicks and social shares
- ‘This is how…’ which gives a vague hint about the content and intrigues the viewers
- ‘You can now…’ which is personalized and enables viewers to do something they were previously unable to do
- ‘The last…you’ll ever need’ which attracts viewers since they can save time/money while making a one-time purchase
- ‘You won’t believe…’ which need to be descriptive so as not to mislead the viewers
- ‘Why you should…’ which provides useful tips and gives a strong reason for them
- ‘LIVE…’ which direct the viewers to a live video conference, or webinar
- ‘See…’ which creates an information gap that the viewers would be determined to fill
Google’s Expertise, Authoritativeness and Trustworthiness (E-A-T) has become a well-known concept in the SEO (search engine optimization) community. E-A-T is a framework that includes all the signals used by Google for assessing and ranking excellent content. Google’s algorithm identifies these signals and rates the search quality.
Businesses need to optimize their content to improve their E-A-T and their overall organic performance by leveraging structured data in its entire scope. Structured data assists in building and strengthening the relationship between various entities, especially among several places in which they are mentioned online. This markup enables Google to understand the content of the page and to collect information about the web. Google’s ability to evaluate the E-A-T of a page, an entity or a website can be systematized with the help of structured data.
Using Structured Data for Expertise, Authoritativeness, and Trustworthiness (E-A-T)
Structured data helps in:
- Reducing the uncertainty among entities
- Creating new connections in Google’s Knowledge Graph
- Proving Google with additional information about an entity
It is highly essential to structure the schema properly; since it enables search engines to understand the various features of a given entity and its relationship with other entities. There are five types of schema which the structured data can make use of:
- Person schema
- Organization schema
- Author (schema property)
- reviewed by (schema property)
- Citations (schema property)
In the midst of the ongoing COVID-19 crisis, YouTube has witnessed a surge in viewership. However, the YouTube video creators are earning way less than they are supposed to. This is because the advertising rates have dropped considerably since the onset of this pandemic. The advertisers are paying the YouTubers less due to lack of competition in advertising.
Currently Running Trends in YouTube
There are a few benefits for YouTubers in continuing to invest their time and resources to create content; such as these listed below:
- Developing a larger following
- Maintaining authenticity
- People still need to be entertained
Developing a larger following:
More views do not guarantee more revenue, but they do ensure more number of subscribers. Creators can make use of this lull in time to engage new followers and reap the benefits later when advertising rates will again shift in a positive direction.
Creating content at a time when it is not exactly viable helps in maintaining authenticity and strengthening your character in the minds of the viewers. The current worldwide crisis may be temporary, but the people’s actions during this time will be remembered for a long time after this crisis has passed.
People still need to be entertained:
With mandatory self-isolation, social distancing and stay-at-home orders, people are stuck indoors. Now is the period of the great need for new content. YouTubers need to continue creating informative, inspirational and entertaining content; which will create an everlasting impression in the minds of their viewers.