- \n
- What pisses you off?<\/li>\n
- What breaks your heart?<\/li>\n
- What\u2019s the big problem you\u2019re trying to solve?<\/li>\n<\/ul>\n
Your content should address these three questions to remain contextually relevant to your audience.<\/p>\n
2. Stick with a tone<\/h2>\n
Mike Kim also encouraged marketers to use a consistent brand voice for each of your initiatives. Some options are:<\/p>\n
- \n
- Academic<\/li>\n
- Professional<\/li>\n
- Emoji speak<\/li>\n
- Snarky<\/li>\n
- Motormouth<\/li>\n<\/ul>\n
Your tone can change depending on the platform, a brand tweet is certainly different than the LinkedIn article you\u2019re writing, but you should maintain a consistent tone in each vertical. It doesn\u2019t matter what tone you choose, as long as it fits your audience and your brand.<\/p>\n
3. Your copy shouldn\u2019t read like a sales call<\/h2>\n
Write your copy without being salesy by adding value within your message itself instead of thinking about what you\u2019d like to achieve in your message. For example, if you want customers to read an article about the \u201cTop 10,\u201d give them a really good #1 in your email promoting the article. This way, they\u2019re\u2019 still getting some use from your email even if they don\u2019t end up clicking.<\/p>\n
Showing value upfront earns mutual respect with your viewers, so they can trust that your brand communications will be useful.<\/p>\n
Read all of the principles from expert Ray Edwards<\/a>.<\/p>\n
4. Spice up your Stories<\/h2>\n
Get consistent views of your Instagram Stories by developing a connection between the brand and the audience. Use video, text in your Stories, and engagement stickers to keep your Story viewers involved and coming back each day.<\/p>\n
Get all Instagram expert Sue B. Zimmerman\u2019s tips in her own Stories, or check out our video interview with her all about Instagram Stories here<\/a>.<\/p>\n
![\"Sue](\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-25-at-2.46.02-PM.png\")
Here, Sue B. shows off her brand colors and use of stickers in her Story.<\/p><\/div>\n
5. Investigate where your copy is falling short<\/h2>\n
Let your data show you content that isn\u2019t getting its job done. Andy Crestondia, CMO at Orbit Media<\/a>\u2019s tip on how to start with checking out the page path analytics to your FAQ page within Google Analytics. Wherever those users came from, they didn\u2019t get what they needed.<\/p>\n
Crestodina\u2019s end goal is to fix the source page so that your content is solving the problem. Or at the very least add a compelling CTA to your FAQ page.<\/p>\n
6. Find out what questions your visitors want answered<\/h2>\n
Crestodina also elaborated with another great idea about FAQ pages\u2013pop a heatmap on that page and see which questions are most popular. Consider fleshing out the topic in your main page copy or writing a separate post outlining the problem.<\/p>\n
Good reminder, Andy!<\/p>\n
7. Don\u2019t mess with your ads<\/h2>\n
When you\u2019re using Facebook ads DON\u2019T edit your campaign when you want to make a change. If it\u2019s not doing well, or you need to edit something, be sure to duplicate, change, and republish your campaign instead of editing the existing one. The poor performance of the initial campaign could tank your second chance for optimization.<\/p>\n
Pro tip: If you\u2019re using tools like Adespresso they apply this principle by only getting rid of your ad variations when you edit within their app, not by changing an existing campaign variation.<\/p>\n
Andrea Vahl, a Facebook marketing expert<\/a>, was adamant about this rule for advertising on Facebook and it\u2019s certainly one we\u2019re taking to heart.<\/p>\n
8. ABT: Always Be Testing<\/h2>\n
Facebook marketing strategist Jon Loomer<\/a> gave away his latest top experiments with Facebook advertising encouraging others to try them out.<\/p>\n
- \n
- When you\u2019re using micro-locations in your ad targeting<\/a> to reach a specific event or group, consider adding an \u201cInterested In:\u201d segmentation in your ad audience to enhance your pinpointed approach.\n
- \n
- For instance, when you\u2019re advertising to Mariners fans during a game, you can ensure your audience is a good fit by micro-targeting the stadium. To make it even MORE specific, add an Interested In: Ken Griffey Jr. to your segmentation to make sure you\u2019re not advertising to visiting fans.<\/li>\n<\/ul>\n<\/li>\n
- Test out Messenger ads for lead generation, which can behave like a bot but will allow for more personalization. Not to mention, usage on Facebook messaging apps have skyrocketed<\/a> amidst the virtual socialization happening as of late.<\/li>\n
- The extended value of Instant Experience ads includes more real estate to advertise with. Plus, interactions with your ad allow you to retarget your audience for a dual reward. Loomer maintains that these underutilized ad types could be a great fit for your goals.<\/li>\n<\/ul>\n
9. Give LinkedIn video a shot<\/h2>\n
LinkedIn video gets 3x more engagement<\/a> than text-based posts. While the standard LinkedIn video is definitely a great option, Goldie Chan, the Oprah of LinkedIn<\/a>\u2019s, top advice is to get your beta applications in for LinkedIn Live and take the plunge into live streaming your content.<\/p>\n
Keep your videos informative, under 20 minutes, and put some effort into a polished background\/camera angle for high quality and useful content. Plus, Goldie explained that with LinkedIn Live being so new<\/a>, there\u2019s never been a better time to get started with the features to make your brand stand out. Not to mention, you can easily repurpose your LinkedIn videos by embedding them in your blog. Like this one!<\/p>\n
- The extended value of Instant Experience ads includes more real estate to advertise with. Plus, interactions with your ad allow you to retarget your audience for a dual reward. Loomer maintains that these underutilized ad types could be a great fit for your goals.<\/li>\n<\/ul>\n
- When you\u2019re using micro-locations in your ad targeting<\/a> to reach a specific event or group, consider adding an \u201cInterested In:\u201d segmentation in your ad audience to enhance your pinpointed approach.\n