Here are a few takeaways from our favorite sessions:
Upgrading your LinkedIn profile:
Make your LinkedIn headline stand out by putting something in there other than just your professional title. For example, try an inspirational or funny quote.
Customize your banner image. Try creating something unique using a website like Canva and include a call-to-action. For example, if your company has an event coming up, put the event’s link in your banner and encourage your profile viewers to sign up and attend.
To make your posts stand out in a noisy platform, keep the copywriting trick PAS in mind – problem, agitation, and solution. Identify a problem, agitate it by explaining why it’s a big deal, and then present a solution. This will make your posts stand out and boost engagement with your content.
Tips for optimizing your content for Google:
Don’t overcomplicate SEO. YOU are a Googler! Leverage what you know about how you get the search results you’re looking for every single day.
Today, context density wins over keyword density. Focus on depth and expertise in your writing, not keyword overload.
Consider the Googler’s intent when creating content. When you Google search a question, what kind of results are you looking for? Probably something that gets to the point and answers your question! Optimize the format to meet the Googler’s needs.
Think through these four steps and goals when drafting your next piece of content to ensure you’re meeting your marketing and readers’ needs.
Strategic Goal: How will the content be used within the overall strategy? Will it be used to generate clicks or convert traffic to leads?
Tactical Goal: What is the next logical step for the reader to take and how do you get them to take it? Is it to watch a video, share a tweet, or fill out a form?
Reader’s Goal: What does the reader need before they are ready to move forward? Do they need to learn more about a topic or mimic an outcome?
The Funnel: Where is the reader in their journey (problem, solution, product)?
Making the most out of your paid social media marketing budget:
Conduct audience testing first. Test several audiences at a very small budget, each with the same two to four ads in their own respective sets and see which perform best.
Conduct creative testing second. Test five to ten ad sets at low budgets, all with the same audience and only one ad in each set. Leverage the same topic or theme but use varying copy and styles. See which style your audience responds to best.
When analyzing the performance of both these tests, make sure you’re taking more than one statistic into consideration, such as cost-per-purchase, cost-per-acquisition, cost-per-click, cost-per-impression, or whatever makes the most sense for your industry.
Abbey joined the team in 2020 with a dual degree in Public Relations and Communications from The University of Rhode Island. She is passionate about analytics, media relations, and fostering her creativity to give back to others.
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