LinkedIn: You can improve ad performance by combining paid and organic
“Page Followers exposed to organic and paid content are 61% more likely to convert compared to those only exposed to paid media.”
This is just one of the stats from LinkedIn’s newest guide on why you should mix paid and organic posts.
Here are some more interesting figures:
- LinkedIn data also shows that combining organic and paid content can lift conversions by 14% (compared to paid content alone).
- Combining organic and paid content can also reduce your cost-per-conversion by 12 percent.
The Crew’s take: Given the high cost of LinkedIn advertising, these savings make a significant difference.
Do these effects hold true for other social media platforms, such as Facebook? We believe so. The more we see something, the more we like it. Whether that thing is on LinkedIn, Instagram, Facebook or Twitter really doesn’t make that big of a difference.
So, the next time someone complains that their ad costs are too high, tell them to add some organic flavor to the mix.
Here’s how Instagram ranks their search results
Do not underestimate the power of the search box on social media sites.
Facebook has over 2 billion (yes, with a B) searches per day for posts. Instagram hasn’t released official stats yet, but it’s probably in the hundreds of millions.
How do you tap into that massive amount of organic search traffic?
Instagram just published a blog post explaining how their search algorithm works.
The ranking factors are:
- Your text (what you search for)
- Your activity (who you follow and interact with), and
- The overall popularity of the results (likes, shares, clicks, etc.)
How to appear first in the search results, according to Instagram:
- Use a relevant handle and a profile name. Search results are matched by the text a user types. If you sell flowers, mention “flowers” in your name or handle.
- Add relevant keywords and locations in your bio. If you sell to New Yorkers, put your location as New York. If you sell cars, include a few vehicle models in your bio.
- Use relevant hashtags and keywords in your captions. Instagram recommends putting hashtags and keywords in the caption, not the comments.
If this advice reminds you of SEO in the early 2000s, you are not alone. Things were simple back then, and they worked. Ergo, give these suggestions a shot.
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10 ways to instantly generate content ideas
Does this ever happen to you?
You open your laptop to create some content. You have your hot coffee on the side, about to get yourself energised.
You stare at the screen, and you realize you have nothing to write about.
Your mind is a blank space.
The next time this happens, give this list shared by Amanda Natividad to generate content ideas a look.
They’re quite practical and straightforward. Let’s jump into them:
1) Look at replies: Go where your community is most engaged, and see what they do. What are the most common questions they ask? What are the posts and topics with the highest engagement?
2) Make your customers your BFFs: Get to know 3 or 4 of your customers. Befriend them naturally. And every now and then ask what’s on their mind, or get their opinion on the content you shared lately.
By the way, befriending 3 or 4 of your customers can have many more advantages than getting content ideas.
3) Read through customer support tickets: Look for the most common or recent pain points that come up. Write something that gives them a solution.
4) Ask your sales team for FAQs: Uncover the reasons why customers don’t buy. And create a post where you address these objections.
5) Join your customer’s point of view: Put yourself in your customer’s shoes.
6) Listen to recordings of sales calls: You’ll get not only topic ideas, but you’ll also hear their tone of voice, language, and get a sense of their lifestyle.
7) Check Google Search Console: See what readers are searching for on your website and identify the queries that generated impressions but no clicks.
8) Tune into a webinar: Maybe it’s a competitor brand. Or a brand you like. The point is to see how they structure the content and stick around for the Q&A part to see if one of these questions inspires you for a post.
9) Collect and repackage content: Take the content you’ve created on a given topic, and bundle it into a larger guide.
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Can you name three consecutive days without using the words Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, or Sunday?
You can find the solution here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
GPT-3 is already capable of writing articles, ads and even prose. But can it write a script in real time on a theater stage?
Kwame Kwei-Armah believes so. He’s the artistic director of the Young Vic, a theater based in London.
The entire play will revolve around actors collaborating with GPT-3 to create a script in real time on the theater stage.
And get this: the audience will be able to participate as well, asking GPT-3 questions and receiving (likely unexpected) answers in return.
It’s fascinating to see how the arts industry is experimenting with AI in novel ways. Is the advertising industry next?
Maybe the new season of Mad Men (powered by GPT-3) is just on the horizon…