This may be of some interest.
Year after year, hundreds of marketers report increased efforts and spending on their content marketing — or the intention to do so.
But great content is a waste if your audience doesn’t know it exists.
Content distribution is an integral, if not the most important, part of your content strategy.
In recent years, there’s been a rapid influx of content … met with dwindling demand. With almost 4.5 million blog posts published every day, there’s only so much content we can consume. Marketing influencer Mark Schaefer argues that, because of this “content shock,” content marketing may not be a sustainable strategy for every business.
While I won’t agree or disagree with this theory, I will equip you with the tools you need to distribute the content you create. By the end of this guide, you’ll be able to build a content distribution strategy that gets your content in front of — and consumed by — your audience.
Although the content distribution process happens after you create your content, it should be step one of your content marketing strategy. You should know where and how you’re going to publish and promote your content before you put the proverbial pen to paper — otherwise, your time and resources could go to waste.
Where should I publish my content, you ask? Through the various content distribution channels we discuss next.
Content distribution channels are the channels through which you share and promote the content you create. There are three types of content distribution channels: owned, earned, and paid. The channels you use to distribute your content will vary based on your audience and resources.
Owned Content Distribution
Owned channels are the content properties your company owns. You can control when and how content is published on your owned channels. These include your website and blog, your social media profiles, your email newsletter, or a mobile publishing app.
Earned Content Distribution
Earned channels (also known as “shared” channels)are when third parties promote or share your content. These third parties could include customers, journalists, bloggers, and anyone who shares your content for free — hence the name “earned”.
These channels include public relations, social shares and mentions, guest articles and roundups, and product reviews. They also include forums and communities like Reddit or Quora — while posting on these sites is free, the content is owned by these third parties and therefore falls under earned channels.
Paid Content Distribution
The following diagram illustrates how these three content distribution channels overlap and how you can combine them to enhance their impact and reach.
If 70% of marketers lack a content strategy, how many do you think have a content distribution strategy? I’d bet not many.
Moreover, some marketers recommend that you spend 20% of your allotted content marketing time creating your content — and the other 80% promoting it. Sound like something you’re doing? If not, this is where a content distribution strategy comes in handy.
A content distribution strategy is important for a few reasons:
- It boosts your content impact past curation and creation. As I said above, great content is practically useless if nobody’s reading it. A content distribution strategy gets your gorgeous content in front of the right eyes.
- It aligns your team and the teams with which you collaborate to create and share the content. Depending on the size of your company, you may have several cooks in the content marketing kitchen. (I know we do at HubSpot.) A content distribution strategy aligns all these different parties and ensures you’re all collaborating efficiently.
- It sets goal benchmarks against which you can measure your distribution performance. Content distribution can be vague — a simple press of the “Publish” button, and you’re done. A content distribution strategy helps you set benchmarks and hard goals to chase while publishing and promoting your work.
Here’s how to build a content distribution strategy for yourself.
1. Research your target audience.
Content distribution is all about getting your content in front of your audience. You can’t do this properly if you don’t know where they are and what they like to read. Before you build your strategy any further, research your target audience so you know precisely who will be consuming your content.
Start by collecting demographic data from your website visitors, email subscribers, social media followers, and customers. Take a look at your audience’s gender, age, income, location, education, and related categories. You can pull this information from Google Analytics or your social media analytics tools.
Next, collect feedback directly from your customers, email subscribers, and social media followers. Ask them about their pain points and needs as well as how they feel about your current content and distribution efforts.
Use these two data points to create your buyer persona. Your buyer persona(s) act as models of your ideal customers and content consumers and represent their pain points, information preferences, and motivations as you build out the rest of your content distribution strategy.
2. Audit your content.
You may already have some published content out there, such as blog posts, videos, social media content, and more. While your new content distribution strategy doesn’t involve removing that content, you should perform an audit to understand if it’s helping or hurting your distribution efforts. Auditing your current content will also remind you of which topics you’ve already written about and which ones you can expand on.
A thorough content audit is comprised of three main parts:
- Logging your content. Logging your content can be done manually or with a tool. (We recommend the latter, especially if you’ve been publishing content on multiple properties and channels.) Tools like Screaming Frog can help you crawl and collect your content, listing each URL, title, and description in a spreadsheet. The free version crawls up to 500 URLs. If you opt for a manual content audit, follow the steps in our blog post here.
- Assessing your content impact. If you crawl your content with SEMRush, the tool will also list content length, social shares, and backlinks. This information can help you assess the impact of each piece of content, alerting you to anything that needs to be updated, rewritten, or erased.
- Identifying your content gaps. You can also identify gaps in your content using the Ahrefs Content Gap tool or by performing keyword research to discover new keywords or keyword phrases to add to your content, thus helping it rank higher and for more terms.
Check out this blog post for 30+ more content auditing tools.
3. Choose your content distribution channels.
Your content distribution channels are arguably more important than your content itself, hence why this step comes before content creation and after target audience research. Once you know your target audience, you’ll have a much better idea of how to get your content in front of your followers and customers.
Depending on your analysis, you may post on forums and communities like Reddit or Quora — and pay to promote your content on those sites, too. Alternatively, you may choose to exclusively share content on social media channels, or perhaps you find that traditional PR is your best route.
Regardless of which content distribution channels you choose, ensure they align with your audience’s preferences and behaviors.
Also, be sure to optimize your owned distribution channels — your blog, email newsletter, and social media profiles — as these are relatively inexpensive and in your control. Even if research shows that your audience prefers forums to social media or news sites to company blogs, never neglect your owned properties as these reflect on your brand and product.
As you work through this step, set aside time to optimize your blog-to-gain readership, brush up on how to send email newsletters (or start sending them), and learn about organic social media marketing.
4. Decide on your content types.
After you determine your distribution channels, consider what types of content you’d like (and have the resources) to create.
Many companies choose to publish all of their content on their blog and then repurpose and re-publish it. Blog posts are universally consumed, easy to repurpose and localize (i.e. translate into other languages), and simple to share — not to mention that almost 50% of buyers read a company’s blog while making purchase decisions. For these reasons, we recommend building a business blog and then expanding your content types from to share on other channels.
Consider these content types — and how you’ll repurpose and distribute them — as you create your blog posts:
- Podcasts and interviews
- Case studies
- White papers
- Checklists and listicles
Goals help us recognize where we’re going and what success might look like when we get there. Your content distribution strategy should involve setting goals for your content key performance indicators (KPIs) and their subsequent metrics:
|key performance indicators||related metrics|
|Traffic/reach||Unique page views by channel and source|
|Engagement||Bounce rate, average time on page|
|Top content (and falling content)||Top page views, top exits|
|Impact||Click-throughs, conversions, backlinks|
|Sentiment||Comments, social shares|
These metrics may vary based on your distribution channel (i.e. you can’t track comments on your email newsletter or top exists on your social media ads), so be sure to choose the metrics that correspond best to each channel. It might take a few months to establish a baseline for each channel, especially if you haven’t used it before.
Set SMART goals for your content using these metrics. Here’s an example:
- Specific: I want to increase our blog’s organic traffic by boosting backlinks from other reputable websites and blogs. This will increase our search engine ranking, thus bringing in more organic traffic.
- Measurable: I’d like 30 new backlinks to our blog.
- Attainable: We’re already generating 10 new backlinks each month without an intentional strategy, so I believe 30 new backlinks this month with our strategy is feasible.
- Relevant: This goal aligns with our broader organic content marketing strategy and could also boost our earned media as we get mentions from press outlets and third-party bloggers.
- Time-bound: I’d like to receive these backlinks within the next month.
6. Build an editorial calendar (and include distribution).
Content marketing and distribution require lots of planning to be successful. This is where an editorial content calendar can come in handy. You can create one in Excel or Google Sheets, or even use Google Calendar. Tools like CoSchedule, Asana, and Trello are helpful, too.
Your editorial calendar, like your content distribution strategy, helps your team stay aligned and work towards common goals. It also gives your writers and editors a roadmap for what they’ll be working on in the coming weeks and months.
Here’s what your editorial calendar may look like (using this post as an example):
Your editorial calendar is the perfect place to include your content distribution plans and goals. Here’s what that may look like on your editorial calendar:
See how the right-hand columns now include categories like “Publish Destinations” and “Repurposing Plans”? Your editorial calendar should serve as your hub for all content creation and distribution plans.
7. Create your content.
After you research your audience, audit your content, decide on your distribution channels and content types, and build your editorial calendar … it’s time to create your content. Content creation will vary based on your resources, team size, industry, and brand, so to get the most pointed, applicable advice, check out our Guide to Content Creation.
As you work on your new content, check out these tools:
- AnswerthePublic, which can help you flesh out topics and understand what your audience is searching for
- Canva, which can help you build gorgeous infographics and images
- Vidyard, which is a video hosting and publishing platform made for marketers
- Anchor, which is a free podcasting tool for beginners
We’ll talk more about content distribution tools in the next section.
8. Distribute and market your content.
You’ve created your content … now it’s time to put it out in the world. Following your editorial calendar and chosen distribution channels, publish and market your new content. As for any marketing channel, be sure you follow rules to optimize your posts on each channel.
For example, our team at HubSpot paid for ads on Reddit and found that it was helpful to organically engage with Redditors as well as pay for ad space. Alternatively, if you’re posting on (or paying for) social media, be sure to follow the guidelines for the best times to post and share content — the same goes for sending emails.
9. Measure and analyze your results.
As always, be sure to keep an eye on your content distribution results. Remember those KPIs, metrics, and SMART goals you established in step five? Time to pull those out.;
After you’ve published your content, take a look at Google Analytics, your social media analytics dashboards, and your blog performance — depending on where and how you distributed the content. Make sure you set a routine time to measure and analyze (weekly, monthly, or quarterly) so that you can establish a baseline and know which numbers you can beat the following week or month.
Whew! So, that’s what it takes to build a content distribution strategy. Be sure to iterate on this process; these guidelines may change as you expand your content efforts and scale your team. Now, let’s talk about the tools you need to get it done.
Content distribution can be an arduous process, but thankfully there are many content distribution tools out there to help you get your work discovered and consumed.
These tools help you publish your content on additional networks and forums to reach broader audiences.
Medium is a content platform that individuals and businesses alike use to publish content. You can use Medium in addition to or in lieu of your traditional blog. (We recommend in addition to your blog as this will give your content the broadest reach.)
Medium is where thousands of readers consume content. It’s a one-stop-shop platform for all kinds of content … kind of like Amazon is for products. For that reason, consider publishing to Medium to increase the number of people who see your content.
Price: Free and paid
LinkedIn Pulse is similar to Medium except it lives on LinkedIn. While there isn’t a homepage that aggregates all the published content, it’s still a helpful tool for getting your written content in front of your followers (for free). You can publish on LinkedIn Pulse through your personal or company LinkedIn pages by simply clicking “Write an article”.
Note: LinkedIn Pulse is also a mobile application that you can download to receive daily headlines and trending news.
Read more about publishing on LinkedIn Pulse here.
These tools help connect you with journalists and publications to help expand your earned distribution channels and gain backlinks.
PR Newswire is a press release distribution network. The platform helps you target and contact journalists and outlets by specific industries, geographic areas, and topics. It offers packages for state and local, regional, and national press.
HARO stands for Help a Reporter Out, which is an online platform that connects journalists and sources. In this case, you’d be the source.
When you sign up for HARO, you’re sent daily emails with journalist queries. Respond to these queries to be potentially featured in an article. This is a reactive content distribution tool, but it’s helpful for getting press mentions and backlinks.
Price: Free and paid
These tools help distribute your content on social media and amplify your posts.
HubSpot is an all-in-one marketing software, meaning its useful for email marketing, analytics, and social amplification. I’ve placed it in the “Social Tools” section because its Social Inbox is incredibly helpful for content distribution.
From your Social Inbox, you can monitor, schedule, and post content to your social networks. You can also access information from your email marketing campaigns so you have the big picture of your readers and customers.
Price: Free and paid
ClickToTweet is a tool that equips your readers to share soundbites of your content on Twitter with a single click. You create your content soundbites, and ClickToTweet provides a link. When readers click that link, the tool opens their Twitter with the content soundbite already ready to post.
It also links to your Twitter account and content — allowing your readers to distribute your content for you.
GaggleAMP is a social amplification tool that allows you to aggregate your employee’s social networks and post company content directly to them. Employees have the option to review and improve content before it’s posted or allow it to go through automatically. This is a great alternative to constantly bugging your staff to post on about your business.
You can also use this tool to link to social networks from partners, customers, brand advocates, and more.
Price: Free and paid
AddThis is an on-page social sharing tool. It allows your readers to share your content without bouncing from your page (and potentially getting distracted). You can also integrate AddThis share buttons into your email newsletter and other assets.
These tools help you measure and analyze the impact of your social posts and other distribution efforts.
Mention is a social media monitoring tool that provides social media listening, publishing, crisis management, and more. You can use Mention to monitor any mentions of your brand name, content, or social networks and respond accordingly. This is a great tool for measuring the impact of and engagement around your content and see who is promoting it for you.
Price: Free and paid
SharedCount is a tool that helps you measure the engagement of your social media posts. Simply input a URL, and SharedCount will report on its likes, shares, comments, and other engagement measures. While it can’t help you distribute your content, it can alert you to which pieces are performing well and which pieces may need to be updated or scrapped.
Price: Free and paid
Outbrain is a paid amplification tool that aggregates your content at the bottom of other articles. You can set up content campaigns with an RSS feed or specific URL(s), and Outbrain will place them under related content, encouraging readers to click and read yours.
Outbrain works with an impressive network, including digital publications like NYT and Mashable.
WiseStamp is an email tool that allows you (and your employees) to share your latest content in your email signature. Your email signature is often a forgotten but important piece of digital real estate that practically everyone who opens your emails will see. WiseStamp helps you make the most of that space.
Distribute Your Content to Grow Better
Amazing content is a waste if no one is consuming it. Content distribution is a critical piece of the content marketing puzzle. It’s is also the key to boosting your brand awareness, collecting loyal followers, and encouraging your readers to click, act, and become customers.
Put these content distribution tips and tools to get your content in front of your audience.
Thank you for reading.
This may be of some interest.
Have you ever found yourself working on a project in which you had to toggle between multiple software and applications? Perhaps you had to plug data from one system into another or rewrite the same content over and over again to ensure it was in multiple locations.
Although few people have the time or patience for this type of tedious work, it’s highly common and often critical to your business’s success — these mundane tasks need to get done.
What if there was a way to connect your software to the applications you use in a way that successfully brings them together? This would mean all of your information and data would live in a central location with no manual entry required, even if those applications don’t actually come with the software itself … sound nice?
Well, good news! This type of solution exists … it’s called an integration.
Integrations are a complex topic to understand. So, let’s simplify the concept with the help of an analogy we can reference throughout this guide. Let’s pretend you want to plug your MacBook laptop into your TV using a connector cable so you can watch reruns of Friends on Netflix on the big screen. And integration kind of works like this — I’ll explain more as we go.
Back to our analogy: If your software is your laptop, you’ll use a connector cable, or integration, to then watch Friends on the TV, or application.
Now, let’s run through some commonly asked questions about integrations to help you get a better grasp on what they are, how they work, and why your company needs them.
Why use integrations?
Integrations solve and simplify your need for new software as your business grows and evolves. They allow you to keep the system you’re currently using by simply adding connections to third-party applications to enhance system functionality and provide additional features you may need but aren’t able to build within your software. You can keep your current laptop and TV, and simply use the connector cable to watch Friends on the big screen.
By leveraging integration connections across your systems, you can power your business to achieve a much wider range of tasks on your software as you enhance its functionality. This is especially helpful as your business expands since your needs are bound to change.
Although your software may have the functionality you need when you start your business, you’re likely going to want additional applications to provide the features you end up needing later on, as you grow.
There are many types of integrations, each of which have specific functions to help meet different needs. The easiest way to think about the various types of integrations is by category. Some integrations have several functions, meaning they could technically fit into many categories because they serve more than one main purpose. Other integrations have one specific function.
Who needs integrations?
Integrations are helpful tools for virtually every business, no matter the size or industry. There are integrations suited for every type of company (startups, SMBs, and enterprise companies) with any purpose (advertising, analytics, or content).
If you sell software, as we do at HubSpot, you’ll find yourself not only using connections for your internal software but also for your customers to use along with your software. This is because your software may not have every feature and function your customers need to run their business. So, by adding an integration, they’ll get that added feature or function while continuing to use your software.
Referring back to our analogy, without the integration, or connector cable, your laptop wouldn’t be able to communicate with your TV to allow you to watch Friends on the big screen. You need that integration, or cable, to allow for added functionality and watch the show on TV — without it, this wouldn’t be possible.
How do you get integrations?
Integrations are almost always located in some type of marketplace, where customers can review and browse all of their options. The HubSpot Integrations & Application Marketplace is an example of this. Our marketplace allows visitors to search and learn more about the various integrations and their functions, and then connect HubSpot to their integration of choice.
(No, you can’t go to Best Buy to pick up your integration as you would with your connector cable to watch Friends on your TV… you’re right, the example doesn’t quite work here.)
How do integrations work with APIs?
API stands for application programming interface. An API is an interface that software uses to receive information (whether that’s data, servers, applications, etc.).
All of the integrations we’re going to discuss below are built on APIs. By building integrations on APIs, you can connect your integrations to your software and use them in tandem with one another. The integration allows for the flow of information to and from apps and devices in real time — APIs allow them to talk to one another.
Think about this in terms of our analogy from above: The application is the TV, the programming allows your laptop to communicate with the TV, and the interface is how you (the user) are able to interact with the application (by watching Friends on your TV). In this example, the API is the port on the side of your laptop in which you actually insert your integration (the cable) to then connect your laptop to your TV.
Integration vs. iPaaS Solution
If you’ve heard of integrations before, chances are you’ve also heard about iPaaS, or Integration Platform as a Service. The difference between the two is an important distinction to make when determining which one you need for your business. While an integration is a one-to-one, direct connection solution, an iPaaS solution is not.
Instead, iPaaS is a cloud-based platform that connects your applications and systems — whether that’s in the cloud or on-premise — between an organization and third-party software without the use of middleware.
So, if you look for an integration solution on your software’s marketplace and don’t find the connection you’re looking for, then you’d turn to an iPaaS solution to solve your need for that connection. There are a few integrations available today (called “connector integrations”, which we’ll cover an example of below) that can help you build custom integrations..
So, which integrations should you actually use? Let’s look at a list of some of the most popular integrations available.
The following integrations are categorized by business need to help you browse through your options. (Almost all of these integrations fit into multiple categories, as they have functions that allow them to do multiple things. Below, we placed them in the category they’re best suited for.)
It’s important to note these are just some of today’s popular integrations — there are hundreds of more integrations to learn about and choose from as your business grows. The list we’ve compiled below is of integrations that connect with HubSpot. This isn’t to say these HubSpot integrations don’t also work with other software. In fact, most of these integrations are compatible with dozens of programs in addition to HubSpot.
Let’s take a look.
Advertising integrations help you market to and reach your target audience. Data about the success of your ads and/ or the leads obtained from them is automatically added to your HubSpot CRM so you can learn more about the people who interact with your ads and nurture them into customers.
1. Facebook Ads
The Facebook Ads integration allows you to connect your Facebook Ads account to HubSpot. This integration gives you the ability to attribute your ads directly to the contacts who interact with them. It also allows you to review real data about which ads impact your bottom line. This simplifies the reporting process for all of your Facebook Ad efforts.
Different businesses and products have various buyer personas. The AdRoll integration gives you the opportunity to create personalized retargeting ads for different lead segments in your HubSpot contacts. You can personalize several parts of the ads, such as content and formatting, that will best relate to your prospect. This allows you to focus on your audience’s attributes so you can effectively reach your prospects — you can gather intricate details about your prospects from your CRM via the integration so you’re able to successfully retarget them.
If you’re not a developer, creating your website’s landing page might sound like an overwhelming task. The Instapage integration provides a straightforward option for anyone who wants to create and personalize their landing page and then send lead information straight to HubSpot. These details are automatically placed under the associated contact in HubSpot for you— meaning, there’s no need to perform this transfer manually.
ABM stands for account-based marketing. These integrations help you leverage your account and audience data so you can tailor your messaging, CTAs, and marketing strategies to close deals and attract customers.
The OrgChartHub integration allows you to efficiently build customer organization charts without ever leaving HubSpot. You can create customer organization charts while in HubSpot so you’re able to easily identify unknown contacts, visualize key stakeholders, and customize your sales personas without manually sending any of this information back and forth.
With the CaliberMind integration, you’ll be able to look at your cross-channel account engagement and create alerts for your reps about which deals they should focus on closing to meet quota. The integration takes your contacts directly from HubSpot and automatically matches them to their associated accounts so you don’t have to.
The Metadata integration provides account-based advertising services. You can automatically identify specific target accounts and contacts from HubSpot to create personalized advertisements at scale to help you close more deals and reach your target audience more effectively.
Analytics and Data Integrations
These integrations help you measure your success across a number of analytics platforms. You can look at your data in different ways and ensure all of this information is well-organized in HubSpot so your team can review it at any time. These integrations help you learn more about which of your efforts are working and which ones need to be modified.
With the increase of remote employees across businesses and the number of people who access their work while on-the-go, having the ability to review and manage your key performance indicators (KPIs) from anywhere can be quite helpful. The Databox integration provides you with access to all of your analytics data in HubSpot from a wide variety of sources including Google Analytics, SEMRush, mobile, desktop, Facebook, and more.
In a world where many website visitors are uninterested in completing forms and providing their personal information, Hotjar is a great way to learn about who your visitors are and what they’re looking for on your site. The Hotjar integration gives you insight into who your website and mobile visitors are and what their needs consist of directly from HubSpot.
The Klipfolio integration shows you your most important metrics in real-time and creates easy-to-read dashboards in HubSpot so you can track and analyze performance across all of your platforms from one location. This allows you to improve your data transparency and reach your targets faster.
Whether it’s a meeting with fellow employees or your prospective and current customers, calling integrations will make all phone and video call interactions simple. Your contact’s information and details about the call will be recorded in HubSpot for easy access. This also provides sales reps and support team members with the necessary background information to assist the prospect or customer appropriately.
With UberConference, it takes just seconds to schedule your meetings with colleagues and prospective customers so you can focus on tasks that require more attention. The integration allows you to schedule meetings quickly and easily without ever having to leave your HubSpot portal.
Phone calls remain one of the most effective ways to interact with your prospective and current customers. Whether it’s a sales or support call, the Aircall integration allows you to manage your call flows and attentively assist your leads and customers all within HubSpot so your contact’s information lives in one, central location.
The CallRail integration is a call tracking and analytics system which allows you to customize segments and actions based on your specific calls with prospects and customers. All of your call and text data will automatically be added and organized in HubSpot under the associated contact so you don’t have to manually enter any data.
Connector integrations provide you with access to dozens of applications which sync to HubSpot to save you time and add functionality. Some connector integrations offer a wide range of applications and some have more specific types of applications. Additionally, some connector integrations can assist in creating a custom integration to suit your needs.
The Automate.io integration connects to HubSpot to give you access to over 80 applications. By syncing with these apps, you’ll be able to transfer data to them to create customized integrations so you can manage all of your data in a way that works for your business all within HubSpot.
The Zapier integration allows you to automatically connect your software to over 1,000 applications. It links your apps to HubSpot for you in just a few clicks to save you time. There’s no coding required and your apps will be able to begin sharing data in an easy-to-read workflow format in your HubSpot portal.
The PieSync integration provides real-time, two-way contact sync. This means every time you add a contact to HubSpot, it automatically syncs to an application (such as Google Contacts or Outlook), and vice versa — you don’t need to worry about any importing or exporting, expediting and simplifying your contact syncs.
Content integrations help you create, design, and share custom content for your website. They also help you learn about who’s interacting with the content and how they’re interacting with it. That information is then synced to HubSpot so you can organize it and add it to specific contacts.
If your website has a collection of blog posts, the Beacon integration might be a good option for you. The integration ensures your content looks professional and allows you to drive more leads by getting more value out of your existing content — it connects to HubSpot to automatically convert your blog posts into downloadable content such as eBooks.
The briX integration connects to HubSpot so you can design and personalize web pages for your site. You don’t need a background in web design or coding to create beautiful pages — the drag-and-drop template and 100+ customizable features make it easy to organize your content in any way you choose. This integration is ideal for easily designing and personalizing web pages directly from HubSpot.
Customized landing pages, web pages, and emails provide a professional look and feel for your visitors, leads, and customers while interacting with your business online. The Belch.io integration connects to HubSpot so you can personalize and brand all of these things in just minutes. It’s a great option for anyone without a background in coding or web development who wants to design and customize their site pages and emails to complement their brand all from HubSpot.
Customer Success Integrations
Customer success integrations connect to HubSpot to make your internal and external interactions with employees (cross-team) and customers straightforward. They simplify communication and help you share information and/or data when you need to.
The Slack integration is a digital workspace and communication tool that allows you to connect and talk with your team members. The integration is ideal for team collaboration and coordination from anywhere. By connecting the integration to your software, you can use Slack’s and HubSpot’s features in either the application or the software so you don’t have to waste time toggling back and forth — the same information will be found in both locations in real time.
Zendesk offers a ticketing system to keep track of customer inquiries and allows you to keep details about all of your customer interactions in one place. It helps you provide consistent customer experiences among your fellow employees and customers.
By connecting HubSpot to the Zendesk integration, you’ll be able to bring the work of your sales, marketing, and support teams together in a central location. It also allows these departments to communicate with each other while in HubSpot as well.
The LiveChat integration allows you to communicate with potential customers in real-time when they need assistance or guidance while on your website from HubSpot. Whether it’s a question about your product or the need for help in the checkout process, LiveChat allows you to walk them through the information they need to help you boost conversions and build strong relationships with prospects and customers.
If you have an online store, ecommerce integrations are a great way to learn about what your customers and visitors are doing while they’re on your website. By connecting these integrations to HubSpot, you’ll know when your visitors are most frequently abandoning your site or their carts so you can create re-engagement content to regain their interest.
The Shopify integration allows you to easily incorporate all of your ecommerce data and customer data within HubSpot. It automatically syncs customer, product, and deal information in HubSpot under the associated customer’s profile, so your entire team can view all of these details in one location. You can also create cart abandonment nurturing tactics, re-engagement ads for your website from HubSpot once you connect the integration to the software.
The Typeform integration helps you create and design web and mobile forms for your leads. You can create contact forms, sign up forms, quizzes, and more, and all of your responses will automatically be sent directly to HubSpot so you can easily review your results and responses and compile them under the associated contact in HubSpot.
The Magento integration helps you create and send upsell, cross-sell, and reorder emails as well as develop abandoned cart nurturing tactics to boost your conversions. It automatically sends all of your customers’ ecommerce-related data, as well as emails between you and your customers, straight to their respective HubSpot contact record.
Email integrations help you track a prospect’s interactions with sales reps, personalize your email automation with certain contacts, and measure the success of your email campaigns among your target audience — all from HubSpot.
The MailChimp integration allows you to sync HubSpot with your email service provider. You can build email campaigns and rest easy knowing the Intelligent Error Handling feature will continue engaging your contacts even if a syncing error occurs between the software and application. By connecting MailChimp to HubSpot, you’ll have the ability to automatically add contacts from HubSpot into your application’s email lists and vice versa so you never have to do it manually.
Privy helps you make more sales and turn more prospects into delighted customers. The integration uses targeted pop-up ads, banners, bars, and more to help you boost conversions and decrease page abandonment. It also automatically syncs all of your new leads from your website to HubSpot so the software can help you nurture them and convert them into customers.
The Front integration is a collaborative inbox, meaning all members of your team can see and access your contacts, review deals, and see all activity history while working in HubSpot. All of these details are automatically synced in Front and your CRM. This helps you improve your customer experience and ensure it remains consistent no matter which employees your customers work with.
Event and Webinar Integrations
Whether it’s an in-person event, a webinar, an online meeting, or a video conference, the following integrations simplify every aspect of hosting an event. They allow your contacts to book meetings with you and you can update all information related to your contacts post-event or meeting in HubSpot.
Eventbrite helps you use inbound marketing tactics to attract more prospects and customers to your in-person events. Once connected to your software, the integration automatically takes data from your contact lists in HubSpot to help you uncover effective ways to connect with your target audience, face-to-face.
No matter the type of event you’re hosting, the GoToWebinar integration automatically syncs all of your registrant and participant information in HubSpot under the associated contact. You’ll never have to worry about manually importing data about your webinar contacts again — instead, you’ll have more time to focus on the event itself.
The Setmore integration simplifies appointment scheduling for you. It automatically imports your booked appointments (and information about the customer who booked the appointment) to HubSpot under the correct contact’s profile so you don’t have to do it manually.
Lead Generation Integrations
Lead generation integrations help you transition early-stage leads into delighted customers. All of your leads’ information will automatically be synced to HubSpot so you can view it at any point during the buyer’s journey. This is helpful to learn more about your target audience and to manage customer information so your sales and support teams can refer to it if needed, all from one location.
The WordPress integration helps you optimize and align your WordPress website with the data about your contacts and business goals you have in HubSpot. Your HubSpot account and all of your growth tools will automatically be connected to your WordPress site so you can work to attract, engage, and delight site visitors and customers on your site from either WordPress or HubSpot.
The Unbounce integration helps you with the lead capturing and nurturing processes. You can create lead generation forms and send all data collected about your leads directly to HubSpot. At any point in time, you can take this data about your leads and use it to create campaigns. You’ll also have the ability to export any data in just seconds from your Unbounce account and share it anywhere.
With the SurveyMonkey integration, you can create and distribute custom surveys to your prospects and customers, collect all data obtained, and view your responses within HubSpot. This is ideal because you can then segment and organize all your contacts based on their survey responses to easily manage the type of content and/or follow up they receive.
Live Chat Integrations
By adding live chat integrations to your website, you’ll be able to communicate with prospects in real time and nurture them into customers. You can answer their questions, respond to their concerns, and assist them in their purchase decisions. Then, this data is compiled into HubSpot under the specific contact it belongs to so you can follow up appropriately.
The Intercom integration allows you to capture new leads and prospective customers with the help of live chat on your website. Intercom allows you to convert more leads by actively engaging with them at any time while they’re on your website once connected to HubSpot. You can then qualify your leads with custom bots, talk with them directly, and track them — and then you can have all of this information automatically organized under their contact in HubSpot.
Once connected to HubSpot, the ManyChat integration allows you to automate your messenger marketing so you can easily organize, nurture, and track your leads from the software. You can also take any HubSpot form and submit information obtained from it by sending custom field data to HubSpot Form Submissions.
The Drift integration provides live chat for your website so you can assist your leads in real time form HubSpot. The integration allows you to watch and save all of the lead’s activity on your site in HubSpot under the correct contact. Additionally, your sales reps can use Drift to customize their outreach and follow-ups based on that activity to improve the chances of conversion.
Sales integrations help you bring your sales tools, tactics, and prospects’ information together using HubSpot. You’ll be able to keep your marketing, support, and sales details in a central location for all teams to access, analyze, and refer to as needed.
Once connected to HubSpot, you’ll automatically be notified of any action a prospect takes on any document you send them with the HelloSign integration. Examples of the actions you’ll be notified about include when a prospect or customer receives, opens, or signs the document. Then, this activity data is sent to the contact it belongs to in HubSpot so reps know where the prospect or customer is in the buyer’s journey and how they should go about following up with them.
If you’re a Salesforce user, you can automatically sync all of your contacts’ information from the database into HubSpot once connected to the Salesforce integration. This allows you to work with reps to get strong lead intelligence and revenue reporting. You can mesh your marketing and sales work, content, and information so you and your team can access any information from either system at any point in time.
When it comes to sales work, there are many tasks involved that don’t necessarily include the process of actually closing a deal. The PandaDoc integration automatically organizes and reviews information from HubSpot about your prospect to help you with non-selling tasks like creating and sending quotes, proposals, and contracts.
Social Media Integrations
Understanding your social media following is a huge part of successful marketing. Social media integrations help you learn about your followers, understand the type of content they interact with and share, and automate specific parts of your social media strategy.
With the Facebook integration, you can automatically connect your business’s Facebook account to HubSpot. Schedule Facebook posts ahead of time analyze and measure post’s performance. This integration is ideal if you want to manage your Facebook marketing strategy alongside your other social media marketing strategies directly from HubSpot.
By connecting your LinkedIn account to HubSpot through the LinkedIn integration, you can easily engage with your network and communicate with all of your contacts from HubSpot. You can also auto-publish your blogs and share specific content with your followers to nurture them into leads and customers. This integration is also great for tracking engagement along with all of your other social media channels and marketing efforts all from HubSpot’s social media tool.
Schedule Tweets ahead of time, monitor Twitter streams, view Tweets and Twitter interactions of your competitors, and monitor accounts that are important to your brand from HubSpot with the Twitter integration. All information about your current and new followers will be added to your contact lists in HubSpot so everything is organized appropriately.
With the rise of video and video marketing in business today, integrations that help you incorporate this media on your website have become quite useful. They allow you to create and implement videos on your site pages and forms as well as measure the success of your video marketing efforts.
The Wistia integration provides you with the ability to integrate videos on your website, and then incorporate HubSpot forms with those videos to improve video engagement (and hopefully, conversion) rates. If any lead converts on a video, their information is automatically sent to HubSpot so you’ll have their video-viewing data paired with their contact details.
The YouTube integration connects your YouTube channel to HubSpot. This way, you can easily report on your video and channel success and compare this data to that of your other social platforms using HubSpot’s analytics and social media tools and dashboards.
With the Promo integration, you can choose from over three million clips, templates, and music options to use to create a video for your site directly from HubSpot. You can easily throw in custom messaging, branding, or logos to personalize the video for your business based on a specific prospect’s needs and interests, found under their specific contact in HubSpot.
Get Integrated to Grow Better
Integrations have the power to enhance all aspects of your business. No matter the software you use to run your company, you can find integrations that can help simplify your processes, optimize your efforts, and empower your fellow employees. So, find the right integration marketplace for your software and begin connecting to the applications suited for your business needs.
Thank you for reading.
This may be of some interest.
Why do you do keyword research?
It’s to find more lucrative keywords to rank for on Google, right?
But once you find these keywords, you still have to figure out how to rank for them.
For that reason, I decided to update Ubersuggest because I wanted to show you what kind of content to create and even how to promote it.
That way you can start ranking for these newly found keywords.
Here’s what’s new…
The way you rank for a keyword is by creating content around it. I know content isn’t king anymore and that’s because there are over 1 billion blogs on the web. That means Google can be really picky about what they decide to rank.
So now, not only do you need to write amazing content, but you also have to promote it if you want to do well.
To help you with this I created a Content Ideas report in Ubersuggest. So whenever you do keyword research, you’ll see an overview that looks like this:
Just like before, you’ll see a graph at the top with the search volume over time, some keyword recommendations and, at the very bottom, a list of blog posts that performed exceptionally well for that keyword.
When you click on “content ideas” in the navigational menu or you click on “view all content ideas,” you’ll then be taken to a page that looks something like this:
This page shows you all of the popular blog posts that have been written related to the keyword or phrase you searched.
The list is ordered by social shares, so the posts with the highest social shares are at the top. At the bottom, you can keep clicking to see more results. Even if your screen only shows 1 or 2 pages, just keep clicking next and you’ll start to see results for pages 3, 4, 5, etc.
We only show you 20 results per page, but each key phrase will typically have hundreds, if not thousands, of results as our database has over 500,000,000 blog posts from around the world.
And because there are so many results, we’ve also created an easy to use filtering system so you can fine-tune your search by including certain keywords or excluding other ones and even putting minimum and maximum thresholds on social shares.
My favorite part about the content ideas report
I know you can do similar things with Buzzsumo and other tools, but this is why I created the Content Ideas report.
As I mentioned earlier, content isn’t king. You not only have to write amazing content (that’s why I sort the content by social shares as more shares typically mean people love it), but you also have to promote it.
You’ll notice that there are two other columns in this report that make the tool unique… one is “Estimated Visits” and the other is “Backlinks”.
Estimated visits will show you how many visits the blog post generated from Google each month. Just click on “Keywords” and it will even show you the keywords that drive those visits and the position the article ranks for each of those terms.
Backlinks, on the other hand, are all of the referring domains that point to each article. So if 12 unique domains link to that blog post, then you’ll see the number “12” in that column. All you have to do is click on “links” and you’ll see the full list of backlinks.
Not only do I provide a thorough list of backlinks, but I also show you the overall page score, domain score, anchor text, and even the type of link.
The reasons I made the Content Ideas report like this are:
- By creating content similar to posts that have a lot of social shares, it increases the chances that the content you are writing is going to do well as people have already shown interest in that topic and even shared it on the social web.
- By showing you the keywords a blog post ranks for, you’ll know what keywords to focus on when writing the content. This way your post can rank as well.
- By showing you who links to your competition, you can now hit up everyone who links to competing articles and ask them to link to your piece of content.
Less fluff and more data
In addition to the Content Ideas report, you’ll now find that Ubersuggest provides you with more data and less fluff when you perform a keyword query.
For example, if you search for the term “dog food,” it will tell you that the average result that ranks in the top 10 has 72 backlinks and a domain score of 82.
This way, if you want to rank for that term or any other term, you’ll have a rough idea of what you need from an authority and backlink standpoint to achieve a spot on page one.
If you are going to create content or write a blog post, you should check out the Content Ideas report each time before you write.
The last thing you want to do is create content that people don’t care about reading. And this report will give you good feedback so that way you aren’t wasting your time creating content that doesn’t generate social shares, backlinks, or rankings.
You’ll also notice that some posts do extremely well from a social sharing standpoint but terrible from a backlink and a search traffic perspective.
Social shares will bring you more short-term traffic and search engines bring you less traffic upfront, but more consistent traffic over time.
This report will help you find a balance so that you can get both short-term traffic and consistent traffic over the long-haul.
So, head on over and try the new Content Ideas report.
What do you think about the content ideas report?
The post Ubersuggest 4.0: The Ultimate Content Marketing Tool appeared first on Neil Patel.
Thank you for reading.
This may be of some interest.
Whether pop-culture, local or global news, work, or the brands I use and wear, Twitter is a powerful social networking tool and search engine in which I can typically find the latest information about virtually any topic. This also includes updates from the companies and businesses I care about.
Businesses, like HubSpot, are able to market on Twitter to engage users and followers, increase brand awareness, boost conversions, and more (we’ll discuss the “more” shortly). Twitter makes it easy to distribute content. And, there are over 326 million average monthly Twitter users globally for you to share that content with.
The thought of reaching hundreds of millions of leads through a free social media platform sounds intriguing, right? But how do you actually ensure you’re generating fantastic content those people will want to interact with?
In this guide, we’ll answer that question along with some others including what a Twitter marketing strategy is, how you can use Twitter for your business, and what tips and tricks you can implement to help you improve your marketing efforts on the platform.
Let’s get started.
What is a Twitter marketing strategy?
A Twitter marketing strategy is a plan centered around creating, publishing, and distributing content for your buyer personas, audience, and followers through the social media platform. The goal of this type of strategy is to attract new followers and leads, boost conversions, improve brand recognition, and increase sales.
Creating a Twitter marketing strategy will require you to follow the same steps you would if you were creating any other social media marketing strategy.
- Research your buyer personas and audience
- Create unique and engaging content
- Organize a schedule for your posts
- Analyze your impact and results
So, you might be wondering what makes Twitter unique. Why would you want to actually invest the time in creating a profile and content for the platform?
What makes Twitter unique?
Twitter is a great marketing tool for a number of reasons. The platform …
… is free to use.
… allows you to share and promote branded content in seconds.
… expands your reach.
… allows you to provide quick customer service and support.
… works as a search engine tool for you to search for your competitors and their marketing content to see which tactics they’re using.
… can be used as a search engine tool for prospects to find and learn about your company.
… allows you to converse with your followers, share the latest updates about your company, and address your audience.
Now that we’ve reviewed what a Twitter marketing strategy is and what makes the platform unique, let’s cover the ways in which you can use Twitter for your business. These tips will help you boost conversions, create lasting relationships with your followers, and improve your brand awareness.
As you begin using Twitter for your business, there are some steps you’ll want to take to ensure you reach your target audience. Depending on your goals, company size, and industry, you may or may not choose to work through each of the following steps (or you may have already completed some of them), so tailor them to your needs.
1. Customize and brand your profile.
When someone looks at your company’s Twitter profile, you want them to automatically know it’s yours. Meaning you should customize and brand your Twitter profile with your logo, colors, and any other recognizable and memorable details you want to incorporate. There are a few locations in which you can customize your profile.
- Handle: Your Twitter handle is your username (for example, our handle is @hubspot) — this should include your company’s name so your followers, customers, and fans can easily search and find you on the platform. You create your Twitter handle when you sign up for an account.
- Header: The header on your Twitter profile is your background image. You might choose to create a unique image for your header, use your logo, or another branded image.
- Profile picture: Your Twitter profile picture represents your company’s every move, interaction, post, and tweet on the platform. It’s the image that sits above your bio and might include a picture of your logo, company’s initials, or CEO.
- Bio: A Twitter bio provides everyone who visits your profile with a brief synopsis of what they’re about to see in 160 characters or less. It might include your mission statement, a blurb about what your company does, or something humorous and engaging.
- Website URL: Beneath your profile picture and bio, there’s a location where you can include your URL to direct traffic straight to your website.
- Birthday: In the same location as your URL, you can insert your company’s birthday — or the day when the company was founded — so your audience gets to know your business on a more personal level.
2. Create Twitter Lists.
A Twitter List — which any user has the ability to create and view — is an organized group of Twitter accounts you’ve selected and put together in specific categories. For example, at HubSpot, lists include Leadership Experts, Top Marketing Experts, Top Business Podcasters, and more. When you open a Twitter List, you only see tweets posted by the accounts on the list.
Twitter Lists are great if you want to follow only specific accounts. You might segment your lists into groups such as business inspiration, competitors, and target audience so you’re able to easily review their posts, interactions, and content.
You can schedule and host a Twitter chat to engage your followers, discuss a topic, create a sense of community, and ask your audience for their opinions or input on something you’re working on.
To host a Twitter Chat (or TweetChat), you’ll need to choose a topic, set a time and date for the chat to occur, and create a hashtag for the chat. You can share this information with your followers in a tweet, on your website, in your Twitter bio, and wherever else you choose.
Everyone who wants to participate in the Twitter Chat should then be able to view all responses, questions, and comments regarding your topic of choice by searching your unique hashtag, as well as sharing their own comments and thoughts by adding the hashtag to their tweets.
Twitter Chats promote interaction and engagement on your profile and get people talking about your brand. It also creates a more personal experience between your audience members and your business.
4. Advertise on Twitter.
Advertising through Twitter is a great way to reach your audience. This will make your tweets easily discoverable by thousands of people, helping you increase your influence and following. You can do this through promoted tweets or Twitter Ads.
Promoted tweets make your tweets appear in the Twitter streams or Twitter search results of specific users. This is a great option for anyone looking to get more people on a specific webpage. Your business will pay a monthly fee as long as you’re promoting a tweet.
Twitter will put your promoted tweets in a daily campaign targeting the type of audience you want to reach as previously indicated in your settings. All Twitter users have the ability to interact and engage with Twitter Ads the same way they would with your organic content.
Twitter Ads is a great option if you’re using different types of tweets to achieve one goal for your business. It’s ideal if you’re looking to grow your base of followers and brand awareness significantly through the platform.
Your business can decide between different objectives when it comes to your Twitter ads including app installs, video views, and website conversions, as well as audience targeting for your campaigns. This decision will impact the price you’ll need to pay to run your ad.
5. Drive traffic to your website.
Twitter can help you direct traffic to your website — there are a number of ways to include your website’s URL on your profile as well as add links to your web pages and blogs in your tweets. Here are some ways you can use the platform to direct traffic to your website to help you increase your conversions and sales.
- Add your website URL beneath your bio on your Twitter profile.
- Incorporate links to your website in your tweets.
- Retweet any content that includes direct links to your website and/ or blogs other people have shared.
- Embed tweets on your website with a Twitter Timeline.
- Set up Twitter Ads to drive users to a specific landing page on your site.
6. Use Twitter Moments.
Twitter Moments are collections of tweets about a specific topic or event. They’re like a “best of” collection of tweets regarding your topic of choice. For example, Twitter’s Moments section includes “Today”, “News”, “Entertainment”, and “Fun.”
You can also create your own section of Moments for your followers to view on your profile.
You might organize your Twitter Moments into groups of tweets to help you market your business’ events and campaigns or related industry news. They also help with your marketing tactics by providing your business with an engaging way to promote the discussion of specific topics and/ or events that matter to your company to help you share your brand image with audience members.
7. Get verified on Twitter.
You might choose to apply to get your Twitter profile verified depending on the size of your company and your industry. Twitter states they typically only accept requests for account verification if you’re in “music, acting, fashion, government, politics, religion, journalism, media, sports, business, and other key interest areas.” If Twitter accepts your application and verifies your profile, a badge with a blue checkmark inside of it will appear next to your handle. This symbolizes an authentic account.
Being verified prevents your audience members from following and being confused by impersonator accounts or accounts with similar content, usernames, and handles to yours. A verified account also makes your business look more legitimate and trustworthy.
8. Focus on building your follower count.
Needless to say, the more Twitter followers you have, the more people there are looking at and interacting with your content. You’ll have a better chance to improve brand awareness and direct more traffic to your website when you build your follower count on Twitter.
There are a number of ways you can increase your follower count on Twitter — here are some to get you started:
- Ensure your content is shareable.
- Use unique hashtags.
- Create engaging content (giveaways, contests, questions, surveys).
- Enlist the help of Twitter (social media) influencers.
- Include links to your Twitter profile on your website.
- Interact with your current followers and retweet their content so they’re more likely to do the same for you.
Now that we’ve reviewed how to use Twitter for business, let’s cover some tips and tricks you can apply to your profile to improve your marketing efforts on the platform.
The following Twitter marketing tips are universal, meaning they’re applicable to any type of business, in every industry..
1. Use keyword targeting in your Twitter Ads.
Keyword targeting on Twitter is component of Twitter Ads. Keyword targeting allows you to engage Twitter users through the different words and phrases you’ve included in your content and they’ve searched for on the platform. This means you’re able to reach your target audience at the exact time your business, content, and services are most relevant to them.
On Twitter, there are two types of keyword targeting you can use including search and timeline.
Search Keyword Targeting
Search keyword targeting allows you to make your tweets show up for users who are searching for the topics that you determined relate to your business. For example, if you sell gluten free cookies, you can target users searching for tweets about baking, cookies, gluten intolerance, or Celiac Disease.
Timeline Keyword Targeting
Timeline keyword targeting allows you to act on users’ specific feelings, thoughts, actions, and emotions they’ve tweeted about. For example, if you’re a running gear company, you might target keywords and phrases users tweet about such as, “running a race”, “race day tips”, or “training for a marathon”.
2. Implement hashtags.
Did you know tweets with hashtags receive two-times as much engagement as tweets without them?
Adding hashtags to your tweets is a great way to expand your influence on Twitter. However, there are some guidelines you’ll want to stick to when using hashtags to ensure that you reach the largest number of people possible.
- Create a hashtag that’s unique to your business so your followers and target audience can easily find you and your content.
- Create relevant and memorable hashtags for other groups of tweets such as ones related to a specific campaign you’re running.
- Use Twitter Analytics to review your most successful hashtags so you can ensure their use in future tweets.
- Don’t overuse hashtags — this may feel and look spammy to your audience (not to mention it isn’t aesthetically pleasing). Also, tweets with more than two hashtags see a 17% decrease in engagement than those with one or two hashtags.
3. Organize a content sharing schedule.
As you grow your base of followers, you’ll need to post on a regular basis to ensure they stay engaged with your business and content. Not only do you want to tweet regularly, but you also want to tweet at the right times of the day. Here are some details about the best times (on average) for businesses to share their Twitter content:
- Between 8–10 AM and 6–9 PM (in correlation with commuter schedules) on weekdays
- Around noon or between 5–6 PM on any day of the week
- For B2C companies, the best days to tweet are weekends
- For B2B companies, the best days to tweet are weekdays
In terms of how often you should post your content on Twitter, there’s no real rule — it’s more about ensuring the content you’re sharing has a purpose and meaning. You can also review Twitter Analytics to take a deep dive into what your engagement looks like on the days you post more or less content to determine what’s working well for your specific audience.
Once you’ve determined when and how often you’re going to post your content, you can enlist the help of a social media management tool. This will allow you to both create your tweets and schedule them in advance so you can focus on other tasks you have to complete.
- Sprout Social provides you with a range of features to help you reach your target audience and buyer personas through Twitter including platform analytics, engagement tools, scheduling capabilities, and details about the type of content your audience wants.
- Twitter Analytics allows you to analyze your tweets, understand which content is helping your business grow, and learn about your followers.
- HubSpot has a social tool which allows you to schedule posts in advance, connect directly with your audience, and understand how your Twitter interactions are helping your business’ bottom line.
4. Create a Twitter campaign.
Social media marketing campaigns of any kind are a great way to reach your audience, drive sales, and increase your website traffic. You can create a social media marketing campaign specifically for Twitter to target users and increase your base of followers all while raising your brand awareness through the platform.
To create a Twitter marketing campaign, you’ll want to follow the same steps you would with any type of social media marketing campaign.
- Research your competition
- Determine how you’ll appeal to your target audience
- Choose the type of content you’ll create
- Share and promote your content
- Analyze your results
5. Write a strong profile bio.
Writing a strong and memorable bio for your Twitter profile is crucial. This is because your Twitter bio is the first thing a profile visitor will read about your company — it’s your written introduction and should briefly explain what visitors can expect from your page and content. You only have 160 characters to do this, so choose your words wisely to ensure your bio successfully represents your brand and reflects who you are as a company.
6. Use images and videos.
When possible, try to include quality videos and photos in your tweets. It’s been proven that tweets with images outperform tweets strictly made of text. Photos and images provide an eye-catching and engaging element in your content as Twitter users scroll through their feeds. Videos are proven to actually outperform tweets with images as well. In fact, tweets with videos are likely to get an average of six times the amount of engagement than tweets without them.
Videos and images are a great way to show your audience your product line or how to use an item you sell as well as make your content feel more personal. Plus, images and videos in tweets are proven to help you increase your engagement — and who wouldn’t want that?
7. Interact with your followers.
Remembering to engage with your followers as your business grows and Twitter follower count increases is crucial. This will help you create experiences for your followers and audience members that feel personal and keep them coming back to your profile all while fostering a sense of brand loyalty. For example, if someone retweets your post or comments on your tweet, you can “Like” that person’s interaction or even tweet back to them with a response.
8. Share media mentions.
If your business is mentioned in the media, share the article, video, URL, or image on Twitter. It’ll make your business feel more legitimate to anyone checking out your profile as well as show prospective followers how many other people already know about your company and are enjoying your products and services.
This is an exciting way to broadcast your success to your audience. It also provides you with a way to incorporate backlinks in your tweets which, when clicked, take your audience members to the original source of the mention. Meaning you’ll also drive traffic to the website of the media outlet that mentioned you, likely boosting their follower count and/ or brand recognition. This could potentially help you become mentioned, shared, or featured in one of their pieces of content again in the future.
9. Keep an eye on your competitors’ Twitter accounts.
Twitter is a great way to keep an eye on your competitors’ marketing efforts. You can follow them or simply search them to see what they’re posting. You can also view basic details about their engagement such as their number of retweets, comments, and responses. This is a simple way to see some of the Twitter marketing strategies your competitors are implementing and whether or not they’re working.
10. Focus on followers’ interests and needs when creating content.
If you want to reach your audience members and ensure your content resonates with them, you’ll need to focus on their interests and needs— whether that’s in relation to the way you share content, what you share, or how you present it.
When you meet the needs of your target audience and buyer personas, they’ll be more likely to continue to follow and interact with your company. As you study your buyer personas and target audience, you’ll be able to determine the type of content they’re likely looking for you to share. Additionally, you can always tweet questions, send out surveys, ask for feedback, or even create a Twitter Chat to get more ideas about the type of content your audience is looking for from your business and Twitter profile.
11. Promote your events.
Twitter is a great way to promote your business’ events. Similar to the way you might for a Twitter campaign, you can create a unique hashtag for various events (such as launch parties, giveaways, and contests) or schedule a variety of tweets (using one of your social media management tools) to promote any special occasion your company is hosting. This way, audience members — whether or not they’re your followers — will have the opportunity to learn about your event and get all of the details they need to sign up, be in attendance, or participate.
12. Check your direct messages regularly.
Like other social media platforms, Twitter provides users with a Direct Message inbox where they can contact you in a private message regarding any questions, concerns, or comments they have. So, be sure to check your inbox regularly as this can contribute to the type of customer service and support your business is known for, as well as the type of care you provide your followers and customers.
13. Keep track of your analytics.
With all of the work you’re putting into your business’ Twitter marketing, you’ll want to ensure your efforts are successful in reaching your goals whether they’re related to directing more traffic to your website, increasing conversions, or improving brand awareness.
You can determine your Twitter marketing success in these areas (and many more) by analyzing your work. To do this, you’ll want to consider which metrics matter to you and then determine how you’re going to track them.
Which Metrics to Track on Twitter
Due to every business being unique and having different goals, you might not be interested in tracking all of the following Twitter metrics (or you might be looking to track additional metrics). However, we’ve compiled the following list of possible metrics for you to consider to get you started.
- Engagement: Look at the number of retweets, follows, replies, favorites, and click-throughs your tweets get (including all hashtags and links they include).
- Impressions: Review the number of times your tweets appeared on one of your audience members’ timelines (whether or not they’re actually following you).
- Hashtags: Look at which of your hashtags are being used most frequently by your audience and followers.
- Top tweets: Review your tweets with the most engagement.
- Contributors: Keep up with the level of success each of your contributors — the people you give admin access to on your account — are having with their tweets so you can implement some of their tactics more regularly or remove them completely.
How to Track Twitter Analytics
There are a number of social media management tools, such as Sprout Social, HubSpot, and Hootsuite, with analytics features automatically built in. This is convenient for those of you who were already planning on choosing a management tool to assist with the scheduling of your posts. However, one of the most common analytics tools for Twitter is the one created specifically for the platform: Twitter Analytics.
Twitter Analytics helps you understand how your content impacts your audience and the ways in which your activity on the platform can help you grow your business. The tool is free, accessible to all users, and includes information about your Twitter engagement rate, impressions, tweet activity, and information about your followers.
Depending on your business’ needs, you have the ability to incorporate Twitter Ads (if you pay for the option) data in Twitter Analytics as well. Lastly, there are a number of other third-party resources and apps you can download and use along with Twitter Analytics to take a deeper look at specific types of data such as detailed hashtag performance information or how other Twitter handles in your industry are doing.
Start Marketing on Twitter
Twitter is a powerful marketing tool and social media platform any business can take advantage of. It has the ability to help you direct more traffic to your website, improve brand awareness, engage your audience, create personal relationships with your followers and customers, boost conversions, and increase your sales. So, consider the Twitter for business tactics as well as the marketing tips and tricks mentioned above and get started sharing content on Twitter to help you grow your business today.
Thank you for reading.
NEW TO E-COMMERCE?
E-Commerce, the revolutionary shopping trend has been with us for almost two decades now, following its launch around 1991 when the public was now able to shop online. It certainly has created a shift in how we trade today, from the traditional marketplace where the buyer and seller have a physical interaction to one where trade transactions are done online with little or no physical contact between the buyer and seller.
While this experience of shopping online has undergone a lot of changes and improvements over the years, many online platforms have contributed to its huge success. Just as many e-commerce platforms came on stream, a lot more brick and mortar stores/businesses have shut down. Over the years, e-commerce has witnessed tremendous growth, due to its offering of convenience as well as engendering the concept of global trade meaning the barriers to cross border trade have greatly been reduced.
THE BIRTH OF ALIEXPRESS
With China’s adoption of the internet in the early 1990s which started with the creation of Electronic Data Interchange and Electronic Funds Transfer technologies, the stage was set for the takeoff of e-commerce. However, not until when Jack Ma built the nation’s first internet company called China Yellow pages, did the reality of e-commerce begin to take shape. This could have accounted in part for the transformational economic development that China has experienced in the past three decades. Exactly two decades ago, Jack Ma led a team of ambitious Chinese developers and investors to launch China’s revolutionary and biggest e-commerce platform called Alibaba (founded on April 4, 1999).
About a decade later, Aliexpress was created to cater to the retail (B2C) needs of shoppers, leaving Alibaba to focus on the wholesale (B2B) market needs. Since both platforms were created, the total percentage of China’s e-commerce contribution to the global trade value has grown from just about 0.6% in 2005 to about 42.4% in 2016. This is according to the World Economic Forum in the article ‘42% of Global E-commerce is Happening in China. Here’s Why’ where it attributes this tremendous growth to China’s increasing use of mobile payments and greater digitization of the Chinese economy.
ALIEXPRESS – THE GROWING GLOBAL GO-TO RETAIL PLATFORM
There is no doubt that China’s large population is a driving force behind the huge success of the nation’s e-commerce story. As it stands, Alibaba and its other e-commerce operations generate over 80% of its business from within China. Aliexpress (the retail B2B arm of the Alibaba group) has been likened to Amazon and is suggested will give the American e-commerce site a good run for its money within the global space within the next few years in continuation of China’s growing market dominance.
Already, Aliexpress has grown its global reach to countries and regions such as Israel, Hong Kong, Europe, Australia, South Korea as well as South East Asia.
Within the bigger ecosystem of large e-commerce platforms, there exist a thriving number of small scale individual based e-commerce operations majorly referred to as online stores. The bulk of these individuals create their online stores on social media platforms like Facebook and Instagram, especially on Facebook. The approach is that these individuals shop for their products from e-commerce platforms like Aliexpress and resell with the aim of making a profit.
As with any growing platform, Aliexpress has its own fair share of limitations and customer frustrations especially for online store owners who are looking to create their own little platform within the growing e-commerce ecosystem. Major amongst these frustrations is the issue of fake suppliers on the e-commerce platform. This is beside the fact that given the nature of online stores, with similar offerings, there is a strong desire for a competitive edge that drives profitability. As always with technology and in a world where ideas never stop being originated, there exists a one-stop platform that provides solutions to these challenges. That platform is called SPYCOM.
WHAT IS SPYCOM?
Spycom is an automated breakthrough software tool created in October 2018, that assists online store owners to navigate, discover and identify thousands of hitherto yet to be exploited products or product categories on the Aliexpress platform to sell that are capable of providing good profit margins. It also identifies, recommends and connects authentic product sellers on the Aliexpress platform to online shop owners who are wary of fake products.
HOW IT WORKS.
The Spycom software, sieves through tons of available data on the Aliexpress platform to make its recommendations to online shop owners. It scans through millions of product categories, downloads product images, and description as may have been requested by the shopper. It is basically a product research software tool, specifically for the Aliexpress platform. It is the world’s first and leading cloud-based Aliexpress research tool.
Simply by entering a keyword, Spycom will provide some information but not limited to the following details:-
- Product name
- Product images
- Product Identification Number
- Product cost
- Details of the seller
- Product reviews by buyers
- Current Product Inventory
- Weight of product
- The cost to ship the product from the country of manufacture to destination country
- Possible revenue from the sale of a product by the buyer
- Estimated profit to be made from the sale of the product
WHO IS SPYCOM FOR?
Spycom is a valuable tool for:
- E-commerce newcomers who seek to become online store owners
- Current online store owners who may or may not be struggling with sales
- Individuals seeking to create alternative income for their regular 9-5 job
With Spycom, the benefits greatly outweigh the disadvantages of it (if any at all). Some of these benefits include:-
- Easy product identification for sale
- Increase product profitability
- Generate sales leads and drive traffic with its inbuilt capability to create quick facebook product promotional advert
- Reduces the financial burden of trial and error
Spycom has two key product bouquets, Spycom LITE, and Spycom Multi which sell for only $36.99 and $39.99 only and can be purchased from its website, www.spycom.io/sales.
Having a piece of the e-commerce pie has never proven to be this easy and simple. While it can take you a lot more time to build your own online business platform within the ecosystem, you have a choice to leverage the many benefits that Spycom offers you to grow a profitable business.