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Here are seven of the most popular podcasts that can give you the inspiration and insight to take your small business ventures to the next level.
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Imagine Henry or Henrietta homeowner is trying to figure out how much remodeling their kitchen will cost.
They’re going to do what you I would do and that’s to go online and begin searching for ways to do estimates.
They’re going to do what you I would do and that’s to go online and begin searching for ways to do estimates. During one of their first searches, they discover that you have to know the square footage of the area to be remodeled.
So they measure and come up with a total square footage of 1000 feet. Their plan is to gut the kitchen. open up the dining room and the family room creating 1000 sqaure foot area that would then need to be drywalled.
So then they try to figure out how much drywall would they need for a 1000 square feet area. And that’s when they Google how much would it cost to drywall 1000 square feet.
If you are a marketing savvy local remodeling company, you may very well want to be the source that provides them the answer.
After you show them how to calculate the cost and give them the answer you might want to also give them some advice and offer to give them a free in-home estimate.
And that my friend is a search engine locally optimized organically generated lead. And the owner of that marketing savvy local remodeling company also knows the value of every lead for each of the remodeling service they offer. Bathroom remodeling lead might be worth $100, a kitchen remodeling lead might be worth $100, a whole house remodeling lead might be worth $250 and an outdoor kitchen might be worth $500 a lead.
So he could take that same tactic to create content specific to those services that he offers, help people estimated costs who are considering those products or services for their houses.
Back to the original questions…the answer is; 35 sheets of drywall. Each sheet is 8 feet by 4 feet or 32 square feet each. So if you simply multiply the two you get 1,120 square feet.
If you go to Lowes or Home Depot go to the drywalll panel section you’ll see that price ranges from $6.41 new $15.12 depending on the type of drywall you get. So the cost for the drywall would be as low as $224.35 or as high as $529.20.
And then the advice from the local remodeling companies to Henry or Henrietta homeowner…”It takes more than just drywall to remodel a kitchen”. And then explains that they are an expert for whatever remodeling services the website visitor is interested in.
I would then say, “We are professional contractors who specialize in remodeling or changing structures of existing spaces, not building new homes or additions. And we know that when we have to deal with the previous builder’s work, jobs can get very complicated, more so than new construction.
We specialize in both kitchens and bathrooms, and they have a lot in common. Kitchens and bathroom remodeling requires a lot of fixtures, which require careful planning and installation. Sinks, faucets, tubs and toilets all need water hookups and drainage. And they both use similar materials, like tile and stone for countertops and flooring
As remodeling professionals, we can help you create designs and then translate the architectural plans into reality. As the general contractor for your remodeling project, we are responsible for hiring and supervising subcontractors and providing materials when necessary. We have a thorough knowledge of Dallas Metroplex area’s building codes and construction-related legal issues We are also very current in bathroom design and product trends.
As the general contractor for your remodeling project, we are responsible for hiring and supervising subcontractors and providing materials when necessary. We have a thorough knowledge of the local building codes and construction-related legal issues We are also very current in bathroom design and product trends.”
Then go for close…with powerful and frictionless calls to action.
Offers many options as possible; Chat. Call. Email. A Webform.
And make when they call… your phone is answered 24 hours a day, 365 days a year. And if they fill out a web form, send them an immediate auto-reply and call them back!
TRY AS I MAY, I’LL NEVER BE ABLE TO RECREATE MY MOTHER’S TOMATO SAUCE RECIPE. IT’S A SCIENCE; A TRIED-AND-TESTED FORMULA THAT TOOK HER YEARS TO MASTER. (TIME WELL SPENT, IF YOU ASK ME.)
But the great thing about formulas is that they provide us with a starting point — a list of the elements we need to produce an intended outcome. From there, it’s up to us to put them together.
When LinkedIn announced that they’d be opening up their publishing platform, Pulse, to the public in February 2014, the professional network suddenly turned into a more interesting destination for marketers to explore.
What does my mom’s tomato sauce have to do with this?
Well, while many were quick to see results from the new platform, others felt hesitant about whether or not they should give it a go. And without a clear formula for how to approach the unfamiliar territory, many continue to remain sidelined today.
Unwilling to leave good marketers behind, we’ve put together a roundup of everything you need to know before you hit publish on LinkedIn Pulse. From topics, to structure, to timing, this post will have you up to speed in no time.
How to Navigate to LinkedIn Pulse
To start, let’s get you there. There are two ways to access the publishing platform.
One way is to select “Pulse” from the “Interests” dropdown in the main navigation:
This will take you to the Pulse homepage, where you’ll then click “Publish a post” in the upper right-hand corner:
The other way is to click “Publish a post” directly on your LinkedIn homepage:
The Anatomy of the LinkedIn Pulse Editor
To help familiarize yourself with the editor, let’s take a look at some of the most important features:
In the top left-hand corner, you’ll see a tab labeled “Writing ideas.” This feature pulls in timely potential topics to help people who are experiencing a bit of writer’s block. To execute on one of the ideas, simply click “Write about this” below the text.
The large gray area above the editor is where you upload a featured image. All you have to do is click on the box to upload an option from your computer. Note: Images that are at least 700 x 400 pixels look best.
Underneath that, you’ll find a place to insert your headline. We’ll get into some helpful tips for choosing the perfect headline below.
When you’re ready to write, the actual editor is pretty intuitive. The navigation displays different formatting options to help you easily insert headers, add quotes, bold your text, adjust the alignment, add bullet points, etc. If you’re looking to add links, images, video, or other rich media assets to your post, look to the icons on the far right.
One of the most important features of the editor can be found at the very bottom. The tagging feature allows you to label your post using categories such as “marketing strategy” or “project management.” These categorical tags will make it easier for people to find your post.
Once you’re satisfied with your piece, you can publish it — or save it for later — by clicking on the respective button in the top right-hand corner.
Feeling good about this? Let’s move on to some tips that will help you prepare for actually publishing something.
How to Post on LinkedIn Pulse
1) Explore the platform first.
Before you dive into a post, it’s important to note that LinkedIn’s publishing platform is a little different than your company blog. The audience, the tone, and the overall lay of the land are unique to LinkedIn.
What does the lay of the land look like, then? In a SlideShare announcing the publishing platform’s launch, LinkedIn described themselves as “the working world in one place.” They wrote, “LinkedIn has millions of executives, entrepreneurs, entry-level, workers, and people about to retire.” While this sounds like a valuable audience to tap into, you’ll want to be sure that it aligns with your company’s buyer persona — otherwise, it’s not worth publishing there.
Once you figure out if you should be publishing on LinkedIn, it’s time to learn how to post on LinkedIn Pulse successfully. Here are a few, according to LinkedIn:
Want to learn more great tips for publishing on LinkedIn? Check out this post by LinkedIn Executive Editor Daniel Roth on how to crush it as a LinkedIn writer.
2) Hone in on a specific topic.
A LinkedIn post shouldn’t take readers here, there, and everywhere. And in terms of cutting through content saturation, your best bet is to cover one topic — and cover it better than anyone else.
To shed some light on the power of specificity, let’s turn to a series of tests that Marketing Experiments conducted for an online dental company to determine if minor changes could significantly impact response rates. In these tests, they explored six headlines representing non-specific, semi-specific, and super specific topics:
Landing Page Headline: Impact on Conversion Rate
|Headline||Impact on Overall Conversion|
Interestingly enough, the only two headlines that contributed to a positive impact on overall conversions were the ones that included specific numbers: “Dental Plans for $8.33 a Month. Acceptance Guaranteed.” and “Over 55,000 Dental Care Providers. Acceptance Guaranteed.”
The takeaway? People like specificity.
While it’s clear that specificity contributes to the attractiveness of a headline, getting comfortable with this concept of “zooming in” on ultra-specific topics can take some getting used to. To help you get started, take a look at how this initial idea was transformed into something specific enough to stand out in a sea of sameness:
Sure, it’s not the easiest route to take, but after seeing the results of the Marketing Experiments study, it’s clear that the potential payoff is much greater.
3) Choose your title wisely.
Aside from specificity, the structure of your title has a lot to due with the success of your post.
The beauty of LinkedIn publishing is that every time you publish a post, your connections receive a notification in real time. This notification contains the title of your post, and the title of your post only. In other words, if the title you employ doesn’t dazzle them, the notification will go unnoticed.
To fully maximize the potential of this notification, we dug into some data from Noah Kagan and Search Wilderness. The data, based on an analysis of over 3,00 of the most successful blog posts on the platform, was conducted in an effort to generate some insights regarding what makes a post successful.
In terms of titles, here’s what Kagan found:
Titles That Work Best on LinkedIn Pulse
1) How-To Posts
How-to posts perform best for post views, likes, comments, and shares than any other post type. On average, these posts had 22,368 LinkedIn views.
Example: “How to Establish Your Brand Message“
List posts perform well, getting slightly more post views, likes, comments, and shares than non-list posts. On average, these posts had 16,364 LinkedIn views.
(To learn how to write how-to posts and listicles, check out this blog post for helpful formulas.)
Titles That Don’t Work As Well on LinkedIn Pulse
1) Question Posts
Posts where the headline poses a question (like “Why Publish on LinkedIn?”) perform poorly across the board in terms of LinkedIn publishing metrics. On average, these posts had 13,832 LinkedIn views.
4) Add visuals.
Just because LinkedIn is a professional network doesn’t mean everything has to be buttoned up and text-only.People like pictures and visual examples. Including them your posts will not only help you to reinforce your points, but it’ll also help to break up long blocks of text.
But before you go sprinkling visuals through out your posts, it’s important to be mindful of how you’re using them.
According to Kagan, you should aim to have at least one image in your post — but if you can include eight images in your post, even better. Kagan found that including eight images in one blog post is associated with a greater number of LinkedIn shares, likes, comments, and views.
What about multimedia assets like SlideShares and videos? Kagan’s data revealed that the inclusion of multimedia assets is actually associated with fewer post views. If you’re going to include them anyway, be selective. While posts with one multimedia embedded generated just under 15K views, posts with three multimedia embeds dropped down to just under 8K views.
5) Pay attention to when you publish.
Being aware that LinkedIn is geared towards business professionals, you want to be sure that your schedule aligns with business professionals’ LinkedIn usage patterns.
Take a moment to put yourself in the shoes of these business professionals — your potential readers. You probably wouldn’t want to publish a post on Monday morning, as many of them are just making their way back into the office to catch up on emails and work from the weekend. You also probably wouldn’t want to publish a post on Friday afternoon, as people are busy winding down on projects and prepping for the weekend.
The takeaway here? To increase the visibility of your posts, you’ll need to identify the times in which people are most active on the platform. According to Kagan’s data, posts published on Thursdays saw the highest average total views (19,164), followed by Sundays (18,219).
While you’ll want to experiment with different publish times and days to gauge the way your audience responds, this data should serve as a baseline to get you started.
Ready to Get Started?
If you’re looking for a little inspiration before you start whipping up your first LinkedIn Pulse post, we’d recommend checking out the “Top Posts” section of Pulse. To get there, click on “Top Posts” from the main Pulse menu in the upper left-hand corner:
The posts featured in the section have managed to rack up a lot of engagement, so there’s something to be learned from each and every one of them. Here are a few to get you started:
Looking for even more inspiration? Check out this roundup of impressive LinkedIn Pulse posts here.
Digital Marketing doesn’t mean just building a website. There are additional tools and channels to market products and services on the web, on mobile devices and other digital platforms to reach consumers. You have a website, but how will you reach people?
Digital marketing uses different these tools to increase traffic, leads and revenue for a business. Here are the three most popular channels and how they affect digital marketing as a whole.
Ever think about going organic? If so, SEO is the perfect digital marketing tactic to use. Search Engine Optimization (SEO) can be described as a digital marketing approach used to increase organic (non-paid) traffic to your digital platform or website. It is also one of the largest digital marketing channels used today.
So how does SEO play a role in digital marketing? Optimizing your site for search engines allows users to reach and learn about your business or brand in a way that is most relevant to them.
Paid Search Advertising (or PPC, Pay per Click Advertising) is also an effective communication channel utilized in digital marketing. Unlike SEO, PPC results are almost instant. When combined with Display Advertising, this strategy is super effective in creating brand awareness and inducing a direct response or lead from a consumer.
How do PPC and Display play a role in digital marketing? Although paid advertising isn’t free, if executed correctly the return of investment made can be groundbreaking.
Ever share, like or react to a post on Facebook? What about Instagram or Twitter? If you’re specific brand or product is being marketed through various social media platforms you’re utilizing another digital marketing channel- social media marketing.
Social media marketing is a powerful tool that gains traffic, attention, or recognition through social media sites for your specific brand or platform. What does this have to do with digital marketing? Social Media marketing is extremely beneficial for small start-up businesses when helping to increase brand awareness. It is also very beneficial for veteran businesses to share updates about your product or brand of any changes, new products etc.
Feeling overwhelmed with different digital marketing channels and which ones to use? Hire our fully-integrated advertising agency to do it for you! Having all digital channels managed by one agency will allow you to cohesively communicate your goals and results across all channels.
Other digital marketing channels that can be utilized are email marketing and smaller channels that fall under the categories listed. However, the next time you think of digital marketing, make sure you know it’s not just building a website, but utilizing the different digital channels to help users reach your website and learn more about your brand or product.
Ready to get started? Learn more about more digital marketing can help drive traffic, leads, and results to your website; or you could have an agency like MarketSmart do it for you!
Click a category title to jump to the detailed version.
The length of your headline depends on what your goals are and where it will appear.
This may not be what you want to hear, but the best answer to the question of how long a blog post should be is: as long as it needs to be. Blog posts vary too greatly in topic, depth, and so on for there to be a single benchmark. It should be as long as it needs to be to serve its purpose, whether that’s thought leadership, driving leads, explaining a new concept, or something else.
That being said, if you want cold, hard numbers, there are a few ways to measure ideal blog post length.
Time to Read: The folks over at Medium measure article length based on how long it takes for a person to read the article. According to their analysis, the post length that captures the most attention on average were posts that took seven minutes to read, which works out to be about 1,600 words.
Image Credit: Medium
Word Count: Here at HubSpot, we recently analyzed the effect of blog post word count from our own blog on organic traffic and found that the sweet spot was 2,250–2,500 words.
We also found articles over 2,500 words got the most social shares and earned the most inbound links.
You might be thinking: There’s a pretty big difference between 1,600 words and 2,250+ words. That’s because of the incredible variation in ideal length for a blog post. We recommend testing out blog post length to see what works best for your particular audience.
A title tag is the HTML title element that’s used to describe the topic of a webpage. You’ll find them in the title of a search engine result page (SERP), and in the top bar of an internet browser.
A title tag should be about 70 characters or fewer in length so it doesn’t get cut off in a Google SERP (Search Engine Results Page). This number can vary because Google seems to measure in pixels, not characters. In other words, it appears that they cut off a title tag after a certain width: about 512 pixels. Google will also bold certain keywords used in a search query, which can affect pixel width significantly. So at the end of the day, 70 characters is just a benchmark.
You can double-check the length of your meta description and title tags with this handy tool from SEOmofo.
A meta description refers to the HTML attribute that explains the contents of a given webpage. It’s the short description you see on a SERP to “preview” what the page is about.
Like with title tags, Google seems to cut off meta descriptions in SERPs based on pixel width, not character count. Specifically, it seems to cut off a given meta description after about 923 pixels, which ends up being about 155 characters. Again, you can double-check the length of your meta description and title tags with this handy tool from SEOmofo. (Read this blog post to learn more about writing effective meta descriptions.)
Most people refer to Facebook’s character limit on status updates as 60,000 characters, but the actual maximum is 63,206. Why? Facebook’s Bob Baldwin, the man who set the limit, wrote in a Facebook comment: “I set the exact limit to something nerdy. Facebook … Face Boo K … hex(FACE) – K … 64206 – 1000 = 63206”. There you have it.
Image Credit: Journalists on Facebook
“The social gurus will throw around the number 40 characters,” says Chelsea Hunersen, HubSpot’s social media and community growth manager. “That data seems to be backed up by BuzzSumo’s ranking of HubSpot’s own Facebook Page, but ideally, you’ll want to use the copy in a status update to provide context for whatever you’re linking to.”
That being said, Hunersen says that from her experience, the copy of the status update itself isn’t as important as the copy in the meta title or meta description that gets pulled in when you insert a link into your post. “Often, people look at the image of the article and then directly down at the meta title and meta description for context clues,” she told me. “A lot of people don’t realize you can change those.”
(Meta titles should be 70 characters or fewer and meta descriptions should be 155 characters or fewer. You can read about these character counts in more detail in the previous section of this post.)
While there aren’t too many studies out there on the ideal length of videos on Facebook, best practices for sharing videos on social are to keep it short: Just enough time to deliver a punch, but without forcing users to leave their environment.
According to AdWeek, Facebook’s auto-playback feature makes 30–45-second videos optimal. Here at HubSpot, we’ve found that our best-performing organic videos have come in at about 30 seconds long.
That being said, optimal length can vary depending on the topic. “If you produce something as catchy as BuzzFeed and Refinery29 are putting out there, it can be up to five minutes long,” says Hunersen.
Regardless of the length of your video, Hunersen reminds us that all Facebook videos start without sound, meaning users have to make a concious decision to stop scrolling through their feeds and unmute the video. Facebook videos should be visually compelling from the get-to, make sense without sound, and be engaging enough to encourage the user to stop and watch.
When you use Twitter’s “Retweet with Comment” feature, it means you’ve pressed the rotating arrow icon to retweet a post, and then added a comment in the text box provided. The retweet takes up 24 characters, leaving you with 116 characters for the comment.
Links account for 92% of all user interaction with tweets, so you’ll definitely want to include them in most (if not all) of the tweets you publish. They’re your strongest chance of gaining views and shares for your content.
Also, remember to include a space between your tweet copy and your link. Not including a space before the link is one of the most common forms of link errors.
Using media in your tweet is a great way to engage your followers. In fact, research shows using images in tweets leads to higher clickthrough rates — as much as 18%.
Images, GIFs, and videos take up the same number of characters in a tweet for Twitter.com and most publishing tools.
(Note: Different publishing tools may have different character counts for links and images. For example, Twitter.com counts an image as 24 characters, but Tweetdeck counts it as 25.)
A link often takes up 23 characters and an image often takes up 24. That’s 47 characters total, leaving you with 93 characters to work with for the rest of the tweet — including that space between the tweet copy and the link.
(Again, note that different publishing tools may have slightly different character counts for links and images.)
The 120-130-character range is the sweet spot for high clickthrough rate, according to an analysis of 200,000 tweets with links. This leaves enough space for people to include a short comment if they choose to manually retweet you.
While Twitter hashtags can technically be any length up to 140 characters, remember that people will want to accompany the hashtag with other copy. Short hashtags are always better. Ideally, your hashtags should be under 11 characters — shorter if you can.
Also, in a single tweet, stick to one or two hashtags, and definitely don’t go over three. Buddy Media found that tweets with hashtags get double the engagement metrics that tweets with no hashtags get — but tweets with one or two hashtags have a 21% higher engagement than tweets with three or more
You can post a video on Twitter by importing a video or recording it using the Twitter app. Either way, the maximum length is 30 seconds.
Your professional headline is the brief description about what you do that appears right below your name on LinkedIn.
Keep in mind that if you update your Twitter status through LinkedIn, you’ll want to keep the character count to 140 characters or fewer.
With a maximum of 2,200 characters, Instagram provides an enormous amount of space in their Instagram captions. But it’s worth noting that they recently started capping captions at three lines without users having to click “more” to see the whole thing, if they’re viewing the post in their general feed.
That being said, we don’t recommend keeping your captions super short so users can see 100% of it without having to click “more.” Instead, frontload your captions with the important content or text calls-to-action, and leave any hashtags, @mentions, or extraneous information for the end.
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