Every marketer is always looking for a way to amplify their content, drive more traffic, and convert more visitors into leads and sales. However, in digital marketing, there is no magic formula to get you from point A to point B. It takes consistent effort that only comes after digging through data, case studies, blogs, how-tos, as well as some ingenuity and creativity to find strategies and tactics that deliver. It’s a rewarding process for those involved.
If you’re looking to do a little less digging for some solid tactics to jumpstart your digital marketing campaign, we’ve got your back!
Help A Reporter Out (HARO)
SEO isn’t just one thing, it’s lots of things. But if it all boiled down to the most important thing, it would be links. Even though Google hasn’t come out and said it, most industry studies agree that links = higher search engine result rankings. This doesn’t mean spammy links, but relevant, quality links. One of the best ways to get relevant, quality links from a variety of domains within your industry is to sign up for Help A Reporter Out (A.K.A. HARO).
What is HARO, you ask? HARO is a service that connects publishers with contributors and vice versa. Building links as a source (a.k.a. By contributing to someone else’s content) is as easy as subscribing to emails with queries relevant to your business, reviewing emails for opportunities, and responding to queries where you can add insight and value to an article or blog. When the post is published, most publishers include a link back to your site and voila, you’re link building!
Alternatively, you can take the publisher route and put together queries and call for sources. Most often, your sources will share your content on social media and occasionally link back to the resource, if you’re an authoritative enough publisher.
Audience Building with Video View Ads on Facebook
Facebook has built a booming business off of its ad services because businesses have flocked to Ads Manager seeking more traffic and more conversions because Facebook’s targeting capabilities are second to none. One of the best ways to build a custom audience to run ads to. Unless you’ve been living under a rock for the past three or four years, you know that Facebook likes video. It’s more engaging than any post or ad format offered by Facebook and for now, at least, video views don’t cost that much. We’ve seen 10-second video views cost as little as >$.01 to as much as $.05 depending on variables like the audience and the creativity in play.
Once you add a video to your library, you can head to the Audiences portion of Facebook’s Ad Manager and create an audience based upon the amount of time or percentage of video viewed. Here are your options:
- People who viewed at least 3 seconds of your video
- People who viewed at least 10 seconds of your video
- People who have watched at 25% of your video
- People who have watched at 50% of your video
- People who have watched at 75% of your video
- People who have watched at 95% of your video
As you can see, you can run remarketing ads to anyone who’s shown anything from minimal interest to serious interest (as indicated by view percentage or time watched). We like to bucket users based on view percentage and send them ads specific to their level of interest.
For more info on creating these custom “remarketing” audiences, head over to Facebook’s Advertiser’s Help Center.
Remarketing Lists for Search Ads
Remarketing Lists for Search Ads is such a mouthful. Like most marketers, we just call them RLSAs. These ads are a powerful way to take people who have visited your website and show them your ads when they do searches on Google that match keywords you’re bidding on.
This can be accomplished one of two ways, but you need your Google Analytics and AdWords accounts synced to run these ads (it’s a good idea to sync these accounts regardless).
First, you can add an RLSA audience layer to an existing search campaign. You can then select an audience from within AdWords to remarket to and add it to an existing search campaign(s). If you set these ads to “Bid Only,” it returns your ad (given that your bid is sufficient) since they are already familiar with the brand and have been to your site before, they are much more likely to be converters. So, with an RLSA audience layer, you can set bid adjustments to increase your bids X percent when someone from that list is searching for your terms.
Second, you can create an RLSA campaign on its own and have greater control over your budget. This is more labor intensive as you have to add keywords, ad extensions, campaign settings, etc. But with this method, you can specifically target searchers who fit into your remarketing audience. You add audiences to the RLSA campaign the same way, but instead of selecting “bid only” you select “target and bid.”
Marketers invest significant time and effort into researching, creating, and sharing killer blog posts, videos, ebooks, whitepapers, and other content assets to draw their audience in. One way marketers can see a greater return on their investment is by repurposing their content. What is content repurposing? We’re glad you asked!
In short, content repurposing is taking your existing content and updating it or using it to create the content in another format. For example, content repurposing could include:
- Revising and updating an old blog post to reflect changes to the subject material
- Deconstructing higher value content like ebooks or white papers into smaller bits of digestible content like blog posts or video
- Taking a podcast or webinar and turning it into a blog post/video or vice-versa
- Creating infographics, SlideShares, or instructographics from any of the aforementioned content sources
The benefits of content repurposing include connecting with your audience on new platforms, giving Google more of your content to rank in search results, and allowing you to better scale your content creating efforts by maximizing the value of a single content idea.
Recycle Evergreen Content on Social Media (Especially Twitter)
Similar to our last suggestion, this is about getting the most mileage from your content. One of the best things about Twitter is that you can share a lot of content without fatiguing your audience. According to CoSchedule, you can tweet as often as 14 times a day. Recycling your content gives you more content to share and can lead to an increase in traffic generated by social media.
If you do all your Tweets live, you can use spreadsheets to track which content pieces you’ve shared and how often. However, if you’re like most marketers, you’re a fan of a little automation. As such, there are a number of tools you can use to recycle your evergreen content and publish it with little effort on your behalf. These tools include:
Have you tried any of the tactics we’ve outlined in the post above? If so, let us know how they worked for you in the comments or reach out to us on Twitter.