Five Reasons Your Marketing Messages Aren't Hitting the Spot, and How to Make Sure They Do

MarketingProfs Daily
Five Reasons Your Marketing Messages Aren't Hitting the Spot, and How to Make Sure They Do
Thu, 31 Jan 2019 15:00:00 GMT
A lot of marketing directors are constantly tweaking their messaging--because it just isn't doing what they want it to do. And it's not easy to fix... with so many moving parts. But here are five of the most common issues that show up in marketing messaging of all kinds. Let's ... Read the full article at MarketingProfs

Setup Google Analytics in 3 Steps – The Beginner’s Guide

Quick Sprout
Setup Google Analytics in 3 Steps – The Beginner’s Guide
Tue, 19 Feb 2019 19:02:43 +0000

I remember the first site I ever worked on — a blog I built in college.

After getting the site live, I heard I needed Google Analytics so I set it up.

A few days went by. Nothing really happened.

Then… all of sudden… I received my first visitor! Holy cow, someone actually looked at something I built! A complete stranger!

Turns out, it was a false alarm. Google Analytics recorded one of the visits I made to my own site. I felt a little silly after I realized that.

But a few days later, I did start receiving real traffic. I’ll never forget the feeling that came from having built something other people cared about. I quickly started a daily ritual of checking Google Analytics every morning during breakfast.

Watching traffic come to your site is downright addicting.

Google Analytics tells you how many people are coming to your site, where they’re coming from, and what they look at while they’re on your site.

All for free.

That’s right, it’s completely free. Google built a ridiculously high-quality piece of software and makes it available to everyone. There aren’t any catches or downsides either.

Well, maybe there is one downside.

Google Analytics can get complicated. It has a ton of depth, countless reports, and a bunch of advanced features for expert marketers.

But we can skip all that.

Even if you never use the advanced stuff in Google Analytics, there’s a ton of value in a few basic reports. It’s also really easy to set up. Once you create your account and install Google Analytics on your site, you’ll get the majority of its value right out of the box without having to do any fancy customization.

There are three basic steps: getting your tracking code, installing that code on your site, and confirming that it’s all working. Let’s go through each.

Step 1: Get Your Google Analytics Tracking Code

Again, Google Analytics is completely free and anyone can set up an account.

I’m going to walk you through the process of creating your account, setting up a few basic things in Google Analytics, and show you where to find your Google Analytics tracking code (the Global Site Tag).

First, go to this URL.

Google will ask you to sign into a Google Account. If you have a Gmail or G Suite account, that’ll get you in. If not, you can create a Google Account easily.

Once you’ve started the Google Analytics sign up process, Google will ask for some basic info about your site.

Set up Google Analytics Step 1 Start Account

Right after you finish creating your account, you’ll be taken to your Google Analytics tracking code:

Google Analytics Tracking Code

The Global Site Tag is what you’re looking for. That’s the code that will run all the tracking stuff on your site as soon as it’s installed.

Also take note of the Tracking ID. Some website builders or WordPress plugins will send data to Google Analytics for you once they have your tracking ID. If you’re asked for the Tracking ID, you now know where to find it.

There’s nothing else you need to configure in your account at this point, you’re ready to move on to the next step.

Step 2: Install Your Google Analytics Tracking Code on Your Site

Now that you have your Google Analytics tracking code, it’s time to get it on your site.

At a high level, the install is simple. Your Google Analytics Global Site Tag needs to fire on every page of your website when the page loads. As the page loads, it records data from that visitor and then sends it to your Google Analytics account and appears in your reports.

There are a couple of ways to get installed on all your site pages. The way you’ll use depends on how your site is built.

WordPress Sites

For WordPress, there are a couple of ways to install Google Analytics.

The absolute easiest way is to install a Google Analytics plugin on your WordPress site. I’ve listed all of my favorite Google Analytics plugins here.

After you install the plugin, go to the plugin settings and look for the place to add your Tracking ID.

Another option is to check your WordPress theme settings. A lot of WordPress themes have the option to add header scripts. This is a place for you to copy and paste any code snippet into the header of your site. Those code snippet will load on every page. It’s in easy way to install marketing tools like Google Analytics on your site. If your WordPress theme has this option, copy and paste your Google Analytics Global Site Tag into that box. Then you’re done.

This is the way that I usually prefer to install Google Analytics. It’s super easy and it allows me to keep the total number of WordPress plugins down.

If you have trouble finding this setting or your theme doesn’t have it, the plugin option is still a great way to go.

Ecommerce Sites

If you are using an ecommerce tool to run your site, dig around in your site settings. Most of the ecommerce site tools have integrations with Google Analytics.

Usually, they just need to know your Tracking ID and you’ll start seeing data in your reports.

Shopify does ask that you copy and paste your tracking code into its settings. This article also breaks down a few more steps to verify that your Shopify theme is using Google Analytics. Shopify is our recommended ecommerce platform and you should switch to Shopify if you’re not on it already.

All Other Sites

Most site builders like Squarespace and Wix have Google Analytics integrations. Search your site settings for a way to add your Tracking ID or copy your Global Site Tag into your site.

If you’ve built your site by hand, you could install Google Analytics yourself. Your goal is to copy and paste your Global Site Tag into the <head> section on every page of your site. If you’re not sure how to do this, reach out to a developer to help you install it.

What about that Google Tag Manager thing? Should I use it?

Short answer: don’t worry about it. Install Google Analytics without it.

Tag managers became popular to help teams manage their websites. For a growing business, managing all the scripts on different website becomes a real headache. There are dozens of marketing and engineering scripts along with countless sites and subdomains to manage. It’s pretty easy for scripts to get out of hand.

Tag managers came around to manage… well… tags (scripts). Instead of installing scripts directly on your site, you install a single tag manager. Then you put all your scripts in your tag manager. Your tag manager loads the scripts every time someone comes to your site.

There are several major advantages to this:

You can control who has the ability to edit scripts at your company and who doesn’t. The user permissions are very advanced in these tools. It’s a lot easier to keep all your scripts updated and current. Once a year, someone on your team can go through them all, update old scripts, and remove unnecessary ones. It gives non-engineers the ability to make changes to your sites without having to bother the engineering team. Marketers don’t have to pester the engineering team to get a new marketing tool installed on the site. A bunch of advanced features add a lot of extra control over your scripts that you don’t normally have, like being able to pick which pages the script fires on.

Google released its own Google Tag Manager a while back and it quickly became the industry standard.

If you’re part of a larger company, you should install all your marketing tool scripts with Google Tag Manager, including Google Analytics. It’ll prevent a bunch of fires later.

However, most site owners aren’t working at a large company. They’re building their own site or running a small business. If that’s you, I recommend you skip Google Tag Manager for several reasons:

When it’s you or a small team, there’s no need to manage user permissions super strictly. You won’t be using that many marketing tools anyway. It’s a whole other tool that you’d have to learn. You have enough on your plate.

So skip it and install Google Analytics directly on your site.

Step 3: Confirm Google Analytics Is Set Up Correctly

The majority of data in Google Analytics only appears in your reports 24 hours after it happens. This means that if you’re looking at data for today, it’s not accurate. It takes time for Google to process all the data coming in and get it ready for your reports.

So if you install Google Analytics, visit a bunch of pages on your site, then check your Google Analytics reports right away, you might not see anything in your reports. Give it 24 hours for the data to come in.

Google Analytics does have some Real-Time reports that show you data as it’s coming in. These reports don’t have nearly as much depth as the normal reports but you don’t have to wait 24 hours to see what’s happening.

The Real-Time reports are perfect for confirming that you’ve set up Google Analytics properly.

They’re under “Real-Time” in the left sidebar. The Overview report looks like this:

Google Analytics Overview Report in Real-Time Reports

A great way to make sure your Google Analytics tracking code has been installed correctly is to open up the Real-Time Overview report in one browser tab and then click through a bunch of pages on your site in another tab. If the install was done correctly, you should be able to see the pages you’re visiting pop up in the report.

Once all the data is coming in, you’re good to go. You’ve finished setting up Google Analytics and can start checking it during breakfast every morning like I do.

How to Create a Twitter Moment: A Step-by-Step Guide

Marketing
How to Create a Twitter Moment: A Step-by-Step Guide
Wed, 20 Feb 2019 03:38:00 GMT

Sometimes an event is so big, it completely takes over social media -- often for days. Think back to the last awards show, sporting event, or viral meme: How many tweets about it popped onto your Twitter timeline?

When more than 6,000 tweets are published per second, it can be hard to find great content on the platform. So, in 2015, Twitter rolled out Twitter Moments -- curated tweets revolving around a single topic or story, all in one place.

In this blog post, we'll give you the 4-1-1 on Twitter Moments, how to create them, and how businesses can use them to grow their list of followers and capture more branded experiences when a few tweets just won't suffice.

Click here to access a free Twitter for Businesses kit.

Initially, Twitter and its editorial partners, such as BuzzFeed and The New York Times, were the only ones who could curate Twitter Moments. But in 2016, Twitter opened up Moments for all Twitter users. Now, all content creators on the platform can compile groups of tweets. Whether it's about an event, a campaign, or a pop culture moment, marketers can take advantage of this feature and potentially get discovered by new followers.

Moments are categorized under the following interest areas: News, Sports, Entertainment, and Fun. Additionally, there is a Today tab that shares the biggest moments of the day on Twitter. Here's how to access Twitter Moments:

Twitter Moments on Desktop

Twitter Moments are available via desktop and your mobile device. On desktop, you can find Twitter Moments by tapping the lightning bolt icon -- it's in the top-left corner of Twitter on your browser, as shown below.

Twitter Moments button shown on desktop from HubSpot's Twitter profile

The button highlighted in red above will bring you to your Twitter Moments feed, where you can shuffle between five Moments categories across the top: News, Sports, Entertainment, Fun, and Today. Here's what a single Twitter Moment looks like when you open it up to read on a desktop:

Twitter Moment about the 2019 NBA All Star Game shown on desktop

Twitter Moments on Mobile

On your mobile device, you can access Twitter Moments by tapping the magnifying glass icon. This will take you to the Explore tab, where you can shuffle between Twitter Moments sorted into News, Sports, Fun, or Entertainment across the top -- as shown below.

twitter-moments-mobile-feed

When you tap on a Moment to read more, scroll down to begin reading tweets about the topic. On mobile, the tweets belonging to a single Twitter Moment are sorted into two categories: Recap and Latest. You'll see these options in the screenshot below. These categories allow you to read the most recent tweets related to a Moment or all of the most popular tweets related to that Moment.

twitter-moment-mobile-recap

Ultimately, Twitter Moments help Twitter users find more quality content about topics they're interested in. Moments also help brands and content creators get discovered in a different way than relying on the Twitter timeline and retweets alone.

Now, let's dive into how to make Moments across all platforms and devices. We'll focus primarily on desktop in the steps below, as Twitter's desktop client is easiest and most customizable for creating a Twitter Moment for the first time. 

Then, we'll go over how to make a Twitter moment via mobile and how to add individual tweets to the Moments you've created.

1. Click "Create new Moment" on the top-righthand side of your Twitter Moments feed.

To start, click the "Moments" icon on the top-lefthand side of your Twitter dashboard. Then, click "Create new Moment" on the far-righthand side, as shown below.

Button to create a twitter moment

2. Choose a title, description, and cover photo for your Moment.

These will appear as a preview of your Moment on the Moments tab and on the Twitter timeline.

Fields to choose a title, description, and cover photo for a new Twitter Moment

3. Add tweets you want to include in your Moment.

Once you've described your Twitter Moment using the fields shown above, it's time to seed your Moment with the first few tweets related to your topic. You can choose from tweets you've liked, review different Twitter accounts to select tweets from a certain brand or individual, or search for tweets by specific keywords and hashtags. You can also enter the URL of a tweet you want to include.

You can add tweets to your Moment by tapping the grayed-out check mark next to the tweet, as shown below.

add-tweets-to-moment

4. Remove or reorder your Twitter Moment content using the icons to the right of each added tweet.

As you add more tweets to your Twitter Moment, you'll see them appear above the "Add Tweets to your Moment" section. Here, you can reorder your tweets by clicking the up and down arrows or remove those you no longer want to include in your Moment by clicking the "X" symbol. See these options in the screenshot, below.

remove-reorder-tweets

5. Click "Finish later" to save a draft of your Moment or "Publish" to push it live on Twitter.

Got everything you want, right where you want it? The only thing left to do is to publish your Twitter Moment. Do so using the "Publish" button on the top-righthand corner of your screen. You can also save your Moment as a draft by clicking the "Finish later" button to the left of "Publish."

Once your Moment is published, you can share it in a tweet, embed it on your website, or share a link to your Moment.

How to Add a Tweet to a Moment

You can also using individual tweets you find while browsing Twitter to create a new Moment, or add these newly discovered tweets to an existing Moment.

To create a new Twitter Moment from a tweet you find on Twitter, start by tapping the downward-facing arrow next to a tweet and selecting "Add to new Moment." This will direct you to the Moment creation dashboard described in step 2 in the section above. See how this looks below.

add-tweet-to-new-moment

To add a tweet to an existing Twitter moment, on the other hand, you'll follow the exact same steps as you would in the above paragraph, but click "Add the other moment," right before the highlighted option in the screenshot above. This will open a window where you can choose from every Twitter moment you've created, whether it's published or saved as a draft. See what this window looks like below.

add-tweet-to-other-moment

How to Create a Twitter Moment on a Mobile Device 1. Tap the gear icon next to your profile picture (or your actual profile photo on Android devices) and select "Moments."

Creating a twitter moment on a mobile device is a fairly easy process. Start by tapping the "Me" silhouette icon on the lower-righthand side of your screen. Then, tap the gear icon next to your profile picture and select "Moments."

moment_IOS_step1.png

create_moments_step2.png

To create a Twitter Moment on Android devices, the process is virtually the same -- except you access the Moments menu by tapping on your profile picture when you open up Twitter:

android-twitter-moments.png

Source: Addictive Tips

2. Tap "+" in your "My Moments" screen to customize your Moment.

To add a title, description, and cover photo for your Twitter Moment, tap the "+" symbol in the top-righthand corner of the "My Moments" screen. From there, you'll reach a dashboard where you can customize your Moment's title, description and cover photo.

ios_twitter_moment_step3.png

3. Add tweets to your Moment by tapping the "Add Tweets" button in the bottom center of your screen.

You can choose from your tweets, tweets you've liked, and by searching for tweets. Add them by tapping the tweets and then tapping the green "Add 1 Tweet" button.

ios_add_tweets_step4.png

4. Tap the "Reorder" button in the bottom-lefthand corner of your Moments dashboard to customize your Moment. reorder_ios_step5.png 5. When you're done, tap "Finish later" to save a draft, or "Publish" to share your Moment on Twitter.

ios_finishlater_step6.png

You can also create a new Moment by tapping the downward-facing arrow next to a tweet and selecting "Add to Moment." This will direct you to the Moment dashboard in step 2, above.

addtomoment_ios.png

How Brands Can Use Twitter Moments 1. Events

Create a Twitter Moment that showcases what's going on at an event your brand is hosting or participating in. You can share what others are saying about your brand and keep followers up-to-date about what's going on if they can't attend the event themselves.

Here's a Twitter moment published by INBOUND at the kickoff of INBOUND 2016, when Gary Vaynerchuk kicked off the weeklong marketing and sales event with a keynote speech. The Moment compiled various tweets about the speech from different attendees and influencers and provided an inside look at the event for those following along at home.

2. Tweetstorms

For those times when live-tweeting a series of related tweets is necessary, a Moment can serve to showcase a tweetstorm after it's happened to bring attention to what a brand or individual is tweeting about.

Here's an example from Persil UK & Ireland, a laundry detergent brand that created a Twitter Moment tweetstorm to promote its social media conversation, #DirtIsGood, about the importance of kids getting outside:

3. Breaking News

Another great use case for Twitter Moments is breaking news. Journalists and publications can produce Twitter Moments to group together tons of tweets about an emerging story. Whether the tweets are all originals from the brand's account or are a compilation of different voices, the Moment serves to provide Twitter users with as much information as possible.

Here's a breaking news Twitter Moment from Bloomberg about the World Economic Forum in Davos:

4. Behind-the-scenes

One of the great things about social media is it gives customers a window into brands they love that they wouldn't otherwise have. Brands can use Moments to create behind-the-scenes looks at products, employees, and events on Twitter.

Here's Allure's Moment featuring a behind-the-scenes look at ringing the New York Stock Exchange opening bell:

5. Content Promotion

A multi-channel strategy is key to successfully promoting content you publish on your blog and website, and social media channels are no exception. Try publishing insights and data from your latest blog post or research report in the form of a Twitter Moment.

Here's an example from the team here at HubSpot. We published a Moment about our annual State of Inbound survey results back in 2016:

(Want to see our 2018 State of Inbound report? Get it here.)

Now that you're a pro at creating Twitter Moments, try publishing one today to see how it impacts your Twitter engagement. Don't let your clever tweets and hashtags go to waste -- create a Moment and share content with your audience year-round.

How do you use Twitter Moments? Share with us in the comments below.

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Fulfilled Marketers: Matt Snodgrass Talks With Marketing Smarts About What Makes Marketers Happy [Podcast]

MarketingProfs Daily
Fulfilled Marketers: Matt Snodgrass Talks With Marketing Smarts About What Makes Marketers Happy [Podcast]
Thu, 31 Jan 2019 15:00:00 GMT
MarketingProfs Director of Marketing Matt Snodgrass shares findings from the 2019 Marketer Happiness Report and offers insights into how you can be happier and more fulfilled as a marketer. This episode features exclusive data from research conducted by MarketingProfs and Mantis Research. Read the full article at MarketingProfs

5 Link Shorteners to Try Besides Google URL Shortener

Marketing
5 Link Shorteners to Try Besides Google URL Shortener
Fri, 01 Feb 2019 12:00:00 GMT

Trying to convince people to click on a long, jumbled link is almost as bad as a door-to-door salesman trying to sell people financial services. Needless to say, if your audience sees a link they perceive to be spammy in one of your social media posts, they’ll do the digital equivalent of slamming the door in your face -- scroll past it

To avoid being perceived as spammy or sloppy when you have a legitimate link to share, check out our list of the five best link shorteners that’ll clip your links into clean, consistent, and clickable URLs.

Stop wasting time on SEO strategies that don't work with the help of this free  PDF guide

What are the benefits of using link shorteners?

Using link shorteners can benefit your brand in three main ways:

1. When you post long links on social media, it can look like spam or deter users from clicking on something they don't recognize. In particular, adding tracking parameters to your links can result in URLs that look long and confusing to someone who's unfamiliar with typical link tracking practices. Link shorteners can prune spammy-looking links into clear and concise links.

2. Many link shorteners also let you track each of your link’s performance and analytics, which can help you understand which pieces of content perform best on specific platforms.

3. Every social media network limits the amount of characters you can include in your posts. Twitter and LinkedIn have the shortest character limits at 280 and 600 characters, respectively, so if you need to squeeze a link or an extra hashtag in one of your posts, link shorteners can help you stay within the limit.

5 of the Best Link Shorteners Besides Google URL Shortener 1. Bit.ly

Image Credit: Rewind & Capture

Bit.ly is a link shortener platform that features a comprehensive dashboard that displays your links’ performance metrics, such as click-through rates, channel stats, and geographic information of the people clicking on your links. They also offer branded links and have integrations with social media management software, like Sprinklr, Sprout Social, Buffer, Hootsuite, and HubSpot to help you seamlessly distribute your shortened links through your social media profiles.

Bit.ly’s free account offers up to 500 branded links, 10,000 unbranded links, and reporting data about your top referrers, which is ideal for small businesses. Their enterprise plan lets you brand as many links as you’d like and provides all the data and metrics mentioned above, which is best for large businesses who want to brand and track every link in their marketing campaigns.

2. Bl.ink

Image Credit: Bl.ink

As one of the more robust link shorteners out there, Bl.ink offers smart branded links that allow you to create custom links that contain relevant words and not just a random string of characters. They also provide analytic reports that can track clicks by date, time, language, referrers, device, and location and integrate with web analytic tools like Google Analytics, Adobe, and others.

Bl.ink offers four subscriptions tiers: a free plan, a plan for individuals and small teams with up to 15 users, a plan for teams and businesses with up to 50 users, and a plan for large organizations with over 50 users. Starting at $12 per month, they price their plans based off the amount of links you’d like create and track. For example, free users can create up to 1,000 links and track up to 1,000 clicks per link. After that, you’ll pay according to how many links you create and track.

3. Rebrand.ly

Image Credit: Rebrand.ly

Trusted by over 250,000 customers, Rebrand.ly is a link shortener platform that can brand your links, track their performance metrics, or integrate with over 50 other platforms to seamlessly distribute your links.

With two plans for individuals and two plans for teams, Rebrand.ly offers link shortening solutions for both small business and enterprise companies. For instance, their starter plan offers 50,000 tracked clicks, 5,000 branded links, and 5 custom domain names for $29 per month, while their premium plan offers 2,000,000 tracked clicks, 200,000 branded links, and 20 custom domain names for $449 per month.

4. Ow.ly

Image Credit: TutorialDeep

Developed by the social media management platform, Hootsuite, Ow.ly is a link shortener that’s included in every free Hootsuite account. With Ow.ly, you can distribute your links and track their performance metrics directly in the Hootsuite platform, which allows you to shorten every single link you post to all your social media profiles. Ow.ly is best for anyone who already uses Hootsuite as their social media management platform.

5. Buff.ly

Image Credit: Buffer

Similar to Hootsuite’s link shortener tool, Buff.ly is integrated in Buffer, another social media management platform. With Buff.ly, you can shorten your links, customize them, distribute them to all your social media profiles, and track their performance metrics right in the Buffer platform. Buff.ly is perfect for anyone who uses Buffer as their social media management platform.

 

Skill Up

How Voice Search Can Drive Phone Calls to Your Business [Infographic]

MarketingProfs Daily
How Voice Search Can Drive Phone Calls to Your Business [Infographic]
Thu, 31 Jan 2019 15:00:00 GMT
As more and more consumers use voice search, they are often following up on those search results via voice as well--by calling the businesses they want to reach. Here's how you can make sure your business is set up for customers to find and connect with you via voice. Read the full article at MarketingProfs

What Workers Want Most From Employers

MarketingProfs Daily
What Workers Want Most From Employers
Mon, 4 Feb 2019 14:00:00 GMT
Workers say what they want most from employers is to be compensated and treated fairly, according to recent research from Clutch. Millennials see the issue a little differently. Read the full article at MarketingProfs

Singular can now track ROI across channels, with deterministic attribution

Marketing Land - Internet Marketing News, Strategies & Tips
Singular can now track ROI across channels, with deterministic attribution
Tue, 19 Feb 2019 22:31:01 +0000
Its new solution extends the intelligence platform’s ability to see customer journeys across platforms. The post Singular can now track ROI across channels, with deterministic attribution appeared first on Marketing Land.

Please visit Marketing Land for the full article.

Context Is Everything: Language and Voice in Marketing Messaging [Video]

MarketingProfs Daily
Context Is Everything: Language and Voice in Marketing Messaging [Video]
Mon, 18 Feb 2019 15:00:00 GMT
How can we marketers map our messages and voice to ensure our audiences are comfortable with both, and create a neat fit between message, product, and medium? Watch the video to find out. Read the full article at MarketingProfs

Everything Our Paid Team Learned From Attempting a Reddit Advertising Strategy

Marketing
Everything Our Paid Team Learned From Attempting a Reddit Advertising Strategy
Tue, 19 Feb 2019 12:00:00 GMT

With a ranking as one of the top ten most popular sites on the internet, Reddit is undoubtedly an intriguing channel for advertising purposes.

However, the site can often seem intimidating, and perhaps even too random to create a cohesive advertising strategy. Plus, since its primary purpose is to expose viewers to the top-trending content of the moment, Reddit users are notoriously anti-marketing.

Regardless of its challenges, its potential advantages proved too good an opportunity to pass up. At HubSpot, we decided to implement a strategy to see for ourselves whether Reddit can serve as a promising channel for the future.

Here, learn what our team figured out about advertising on Reddit, and whether it's worth the attempt for your own company.

Create a Google Ads campaign that makes money for your business using this  essential guide.

The Strategy Behind Reddit Advertising 1. Identify subreddit topics which are well-aligned with your target audience.

To investigate the benefits of advertising on Reddit, I first spoke with Josh Chang, a Senior Marketing Manager at HubSpot. He told me HubSpot's initial strategy on Reddit involved highly targeted campaigns on specific subreddits, including r/entrepreneur and r/sales.

"The goal of the campaign," Chang explained, "was to drive awareness and conversion for our products. In terms of results, we saw cost-per-acquisition similar to what we've achieved on Facebook in North America, although we did notice a lower activation rate from Reddit -- suggesting lower-quality conversions."

If you're interested in testing out a campaign for yourself, then, you'll want to start by identifying subreddits which can likely help foster genuine connections between your brand and your ideal audience. Consider topics your target audience is most interested in, and make a list. Then, narrow your list by investigating how many subscribers each subreddit topic has, whether it's relatively active, and whether self-promotion or sharing content is allowed on the subreddit topic.

Chang told me, "One of the main things we learned was targeting subreddits specifically was much more effective than broader interest targeting. However, this strategy requires a lot of research, and getting to know which subreddits are most relevant to your audience."

Additionally, Chang said, "We noticed tailoring our ad creative for individual subreddits helped improve our conversion rates." 2. Begin engaging with your subreddit communities.

Once you've cultivated a list of subreddits that are likely of interest to your target audience, it's time to start engaging with those subreddit communities.

However, it's critical you don't begin by promoting your own content.

To build a level of trust and authentic connection, begin by upvoting other submissions you find interesting and that align well with your brand. Next, share valuable content -- but not your own. Instead, post interesting content produced by other media outlets or blogs that you believe will be useful to your subreddit community.

It's vital you genuinely use the Reddit platform as an opportunity to get to know your target audience before you offer them your own content. Not only will this show your community you're not simply joining the site to self-promote, but it will also help you tailor your content more accurately down-the-road.

3. Begin promoting your own content, paid or otherwise, on the subreddit platforms.

At this point, you might consider simply posting valuable content from your company that you feel will benefit your community -- for free.

However, you might alternatively try spending money on a paid sponsored post, which essentially guarantees your post will be pinned to the top of the subreddit. Here's what a sponsored post looks like, for context:

In many ways, this post looks similar to all other Reddit content. However, there's a blue "Promoted" tag in the top left, signifying it's a paid ad.

In HubSpot's case, we decided to test out the power of paid advertising on the site. However, it's still critical you follow the steps listed above to cultivate authentic relationships with your subreddit communities.

Think of it this way -- if I begin engaging with a brand on one of the subreddit groups I've joined, and notice they typically post helpful content (including content from other publications), then I'm much more likely to take notice when they pay for a sponsored post. If they appear out of nowhere, I have no sense of brand awareness and probably won't trust the advertisement.

Reddit Advertising Cost

As of right now, the minimum daily spend for an ad on Reddit is $5.

Additionally, Reddit FAQ states, "The Reddit Ads platform uses a second price auction based system, which means you pay a cent higher than the next highest bidder. Because we are using an auction based system, there is a risk of 20% over-delivery when setting up an individual campaign."

However, as of January 2019, Reddit changed their pricing model from CPM (cost-per-impression) bidding to CPC (cost-per-click). The CPC model will likely make it easier for brands to track conversion or traffic goals, and could result in changes in prices over time.

Advertising on Reddit: Worth it?

When I asked Chang whether he felt advertising on Reddit is a worthwhile investment, he offered a candid response, admitting HubSpot has temporarily halted its efforts on Reddit.

"We saw promising results," Chang told me, "But because we were targeting specific subreddits, it wasn’t crazy volume that could really move the needle. However, we have on our docket to re-test Reddit to see if we can improve performance and scalability in the future."

It's important to note, there have been success stories -- Findlay Hats, for instance, drove $28,000 in sales from one viral Reddit post.

However, most brands see better results simply by relying on Reddit for community engagement and brand awareness. Alex Berman found one of his free, unpromoted videos got 25,000 views when it hit the top of a subreddit -- but, when he put $250 behind his Reddit posts, he acquired zero leads.

Ultimately, it's worth considering using Reddit as a platform for sharing content for the sake of helpfulness and audience engagement, rather than as a cost-effective advertising strategy.

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The curse of the Twitter reply guy

Social Media
The curse of the Twitter reply guy
The curse of the Twitter reply guy
Tue, 19 Feb 2019 18:50:04 +0000
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This piece is part of an ongoing series exploring what it means to be a woman on the internet. 

On Twitter, a place where a lot of bad things happen, there's a mostly harmless but decidedly annoying phenomenon. A lot of people, mostly women, have noticed that one or two men always, no matter what, reply to their tweets. 

These men are colloquially known as "reply guys." While no reply guy is the same — each reply guy is annoying in his own way — there are a few common qualities to watch out for. In general, reply guys tend to have few followers. Their responses are overly familiar, as if they know the person they're targeting, though they usually don't. They also tend to reply to only women; the most prolific reply guys fill the role for dozens of women trying to tweet in peace.  Read more...

More about Twitter, Feminism, Social Media, A Woman On The Internet, and Reply Guys