Google Ads Search

Today’s blog will look at how you can utilize Google Ads to grow your business and reach the heights that you have always dream about.

Grow Your Business with Google Ads

Google Ads can help you reach an audience to transform them into customers. Through Google Ads, you get access to a wide range of advertising products that are designed to help you reach a wide audience. Google Ads is built around three principles: relevance, control, and results. Relevance means connecting with the right people at the right time while control refers to having control over the budget that you want to set for your ads. Results are the data and analytics you can use to improve on your ads (Skillshop, 2019).

There are various campaigns you can centre your objectives around such as driving sales, increasing website visits, influencing consideration, building awareness, or promoting an app. There are also different types of campaigns you can have such as search, display, video, shopping, and app (Skillshop, 2019).

Search ads show up next to Google search results when people search for businesses like yours and these campaigns make sure potential customers can notice your brand, consider your product, and act (Skillshop, 2019). Display ads can appear on over two million sites to increase exposure and reach audiences with niche interests.  Video ads will show up within streaming services such as YouTube and can help bring your brand’s story to life. Shopping ads can help promote your product in Google Shopping and provide the customer with detail about your product or boost traffic to your website. Lastly, app campaigns run ads on thousands of mobile apps and sites to increase engagement, app installs, and other actions to gain awareness (Skillshop, 2019).

Through Smart campaigns, you choose your business goals and the machine learning takes over the rest! This is great if you have never used Google Ads before so you can spend little time trying to figure out how you are going to run things. You can optimize your campaign based on devices, locations, language and much more. You can also pick an adjustable budget with a bid strategy that works for you (Skillshop, 2019).

Explore the Values of Google Search

Every day, 3.5 billion searches are made on Google looking for information, online shopping, getting directions and lots more (Skillshop, 2019). With Google Search campaigns, your ads will show up with the search results when people are looking for something similar to what you are offering. When setting up a Search campaign, you should consider things like where you want your ads to be seen, how much you want to invest, what you want to share in your ads, and what keywords will match your customer’s search terms.

Campaigns are created around a marketing goal based on how you want your customer to act. Search campaigns can be set to increase sales, leads, or website traffic. The Networks setting will allow you to pick where you want your ad to appear, such as on Google sites like Shopping, Maps, or Google Play, or non-Google sites (Skillshop, 2019). The Devices setting will let you pick if you want your ads to show up on mobiles, desktops, or tablets. You are also able to target customers in a specific geographic location or by the language that the site is in. The budget setting will let you decide how much you want to spend, and the bid strategy will be based on how you want to pay for the interaction that customers have with your ads, such as pay per click (Skillshop, 2019).

Creating ad groups will give you more control so you can get the right message to he right customers. These ad groups are based on keywords, themes, or products (Skillshop, 2019). Try to match these keywords to what your customers will be searching. One of these ways is the broad match where it can reach the widest audience possible and is a good fit when you don’t want to spend time thinking of variations of keywords. Another way is to use a phrase match where only keywords within quotation marks will return your ad as a result. Third, there is exact match which involves searches with brackets containing keywords. You can also add a minus sign to remove certain keywords from showing up (Skillshop, 2019).

Creating a list of keywords can be very time consuming as well as building ad creatives. Dynamic Search ads can help you get a wider reach by understanding your site and using it to customize and target your ads (Skillshop, 2019). They give you a lot more control over targeting options and save you time!

Understand the Google Ads Auction

Google Ads have an auction system that ranks ads and determines the cost per click called an Ad Rank (Skillshop, 2019). Users want to see relevant ads and advertisers want to show relevant ads to boost engagement. Google uses a second-price auction system where the advertiser only has to pay enough to beat out the competition. Through this, Ad Rank shows the highest bidder at the top, with the second highest in second, and so on.

Advertisers only pay if their ad received a click. The quality of their ad is measured in three factors: click through rate (CTR), ad landing page experience, and ad relevance (Skillshop, 2019). The landing page for your ad should be navigable, transparent, and help the user complete their intended task. Higher quality ads lead to lower costs, improved ad positions, and overall ad success.

Quality Score is measured by the quality of your ads, keywords, and landing pages. To improve ad quality, work on increasing CTR by being specific, experimenting with calls to action, and highlighting the uniqueness of your product or service (Skillshop, 2019). You can also improve relevance by adding negative keywords, being local in region, being specific on mobile, and adding relevant terms in your ad copy. As for you landing page, make sure that it loads fast, is device friendly, and trustworthy.

Deliver the Right Message with Text Ads

Text Ads are exactly as the name implies; ads made of text! They get your businesses out there when people are searching for products like yours. Text ads must be informative, relevant, and engaging. They are made up of a headline, URL, and a description. Each field can have up to 90 characters for you to get your point across and reel the customer in (Skillshop, 2019).

The more ads you create, the more chances of success you will have at an auction. Having multiple ad creatives will give you the option to optimize your ad rotation. Ad groups with three or more high quality ads can receive up to 15% more clicks compare to groups with just one or two (Skillshop, 2019).

Responsive search ads adapt to customers’ searches to show more relevant messages. This is through adding in multiple headlines, URLs and descriptions (Skillshop, 2019). By providing variations of these, your ad is more likely to be relevant to the customer. Responsive search ads increase flexibility, relevance, reach, and performance of your ad. It is recommended to provide 15 headlines and four descriptions for a single ad.

Make Ads Relevant with Search Ad Extensions

Ad Extensions can improve a user’s engagement and experience by giving them the relevant information they are looking for such as general information, product info, location info, etc. This must be done quickly and accurately because there are many alternatives for the users to get results. Ad Extensions increase the likelihood of engagement by providing the user with relevance and increase the quality your ad by directly impacting Ad Rank (Skillshop, 2019).

There are extensions such sitelinks which direct people to certain areas on a website, callouts which highlight valuable information about a product, and structured snippets which give a glimpse into what you are offering. There are also extensions for locations, affiliate locations, calls, apps, prices, promotions, and messages. Use as many ad extensions as you think is right for your business and consistently update them. Be sure to monitor the performance of the ad extension so you can adjust along the way (Skillshop, 2019).

Google can also recommend ad extensions automatically without any action from you. There are advertiser provided extensions that can also be used over the automatically generated ones. Seller ratings can also be shown to let customers know about how others have rated your product or service (Skillshop, 2019).

Increase Efficiency with Automated Bidding

Bidding and bid strategy greatly impact how your campaigns perform and how visible your ads will be to users. There are several bid strategies for you choose from so you can decide which one is best for you. Some things to keep in mind are the performance of your bids, bid auctions, and the complexity of the user’s behaviour when browsing for a product (Skillshop, 2019).

Automated bidding uses machine learning to help you in finding the right bid while giving you more time to run the important parts of your business. The bidding algorithms use precision when being triggered by signals of user’s searches.

Bidding strategies can be awareness based to increase visibility, consideration-focused to generate clicks, conversion-focused, or revenue-focused (Skillshop, 2019).

Reach Valued Customers with Search Audiences

Google’s Search Audience allows you to make audience lists and implement them into ad groups. This lets you have more creativity with bids and keywords based on these groups. With this, you can send the right message to the right people at the right time with the right bid (Skillshop, 2019).

They can also help you meet your marketing goals by creating awareness, driving consideration, and increasing purchases along with loyalty from existing customers. You can also different strategies such as variable bidding, keyword expansion, and creative customization to help you enhance the marketing experience (Skillshop, 2019).

There are also different types of audiences. Affinity audiences are ones who show an interest in any given topic, allowing you to tailor your ad towards them. Detailed demographics use information of the user such as education level, marital status, parental status, and more. In-market audiences are ones that are in the mindset to buy a product like yours; this allows the ad to target them and you gain a higher ROI through conversion (Skillshop, 2019).

You can also use remarketing lists for search ads (RSLA) made up of people who have visited your site previously, added items to their cart, or are new to your site. You can use their past interaction to target ads based on what they were interested in. This allows you to increase bids on certain audiences or decrease them, create ad groups with certain keywords, and exclude certain audiences from ad groups (Skillshop, 2019).

Customer Match lets you use online and offline data collected through CRM to target users at the right time and place. You can upload your own customer data to help Google aim your ads to customers who have converted in the past or have a high likelihood of converting. Meanwhile, Similar Audiences uses your remarketing list to find other users with similar interests to your existing customers (Skillshop, 2019).

Boost Performance with Optimization Score

Optimization score is a percentage that tells you how well your ad campaign will perform. If you receive a low score, it gives you recommendations to improve it and get the most out of your campaign. It gives you real-time estimates, an opportunity to make instant changes, enhanced customization, and something measurable to look at (Skillshop, 2019).

The score is calculated through an algorithm that looks at statistics, settings, and industry trends to determine how effective your ad campaign will be. If a recommendation is seen to be more impactful, it will have a higher weight in determining the score. It is made up of over 50 recommendations to make the score as accurate as possible (Skillshop, 2019).

Increase Conversions with Performance Planner

By planning in advance, you understand future budgets, take advantages of seasonal opportunities, and find new opportunities to grow your sales. The Performance Planner is a tool that allows you to forecast the upcoming monthly, quarterly, and annual budgets for your campaigns. It works by using data and insights provided by Google to predict the results of having certain bids and budgets (Skillshop, 2019).

It uses simulations to forecast CTR, competition, and ad auctions. This is done through machine learning to make the forecasts as accurate as possible and uses backwards measurements to finetune future predictions (Skillshop, 2019).

Through Performance Planner, you can increase conversions and spend less by slowly increasing your conversion rate. The money you save can be spent on other parts of your business. Try to make use of Performance Planner often as it can work around seasonality, fluctuating auctions, and competition. It will provide you with recommendations to help boost conversions, ROI, and lower your bids. Make use of the data from previous periods to help you better forecast for the future (Skillshop, 2019).

Conclusion

Google Ads is a great way to get your brand out there in the highly competitive market. It is tailored to make advertising online as easy as possible and get your product or service noticed among thousands of others. Going through the skillshop, I learned not only how I can create ads, but also why I see the ads that I see. Google isn’t reading my mind but they are using my online activities and habits to make my experience better!

After completing the Google Ads skillshops, you can attempt the assessment to gain a certification for Google Ads. I have included my own attempt results below, even though the outcome is not what I wanted. The assessment can be reattempted after 24 hours so if at first you don’t succeed, keep trying!

References

Skillshop. (2019, September 7). Google Ads Search Certification. Retrieved from Skillshop: https://skillshop.exceedlms.com/student/path/18128-google-ads-search-certification

Social Customer Relation Management (CRM)

I previously posted a blog on how to effectively advertise on Facebook using the teachings of Megan Adams. This blog goes over another course of hers that illustrates how to use Social Customer Relation Management (CRM) to build your brand. Social CRM pulls data from all social media and conversation platforms to help you engage with your customers. Her course titled “Social Media Marketing: Social CRM” gives us a look at how to find, implement, and improve your own social CRM system.

Social Customer Relation Management (CRM)

It is a social way of marketing that adds another dimension to how you communicate with your customers. You can use the data it generates to create a strategy that applies to your marketing, customer service, and organizational sales process. It allows you to provide social customer service by listening to sentiments received from customers about your product or service (Adams, 2018).

Social CRM provides a full picture of interaction and engagement that allows you to act faster in providing your customer with the best experience. The right strategy will help you to use the social information you collect to establish and sustain meaningful relationships with prospects and clients (Adams, 2018).

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Get Started

Social CRM is a new way of marketing to your customers. It combines all the information from social media and uses analytics to track which information is most useful to you. Today, tracking, measuring, and analyzing is becoming increasingly difficult due to the vast amount of data that is available to be used. Some benefits of using social CRM include having more meaningful engagements with customers, the creation of brand advocates, the collection of important data, and construction of a brand image (Adams, 2018).

These are extremely useful facets of the program because it builds a place where customers can interact with your organization. A major addition to your marketing strategy will be the social listening you do when looking at the what people are talking about online about your brand. Social CRM also lets you see where customers and prospects are online and what they are discussing. You also can provide real-time multichannel support. The most important aspect is that you can understand a customer’s needs and wants and create a unique experience for them by listening to them, acting on the information you collect, and having a strong social CRM strategy in place (Adams, 2018).

Having a social CRM platform gives your organization the tools needed to grow your brand in one central location. One reason to use a social CRM platform is that you can automate and boost your sales. Another reason is that it makes marketing and engaging with your customer much easier. It also allows you to deliver excellent customer service with quick and precise responses (Adams, 2018).

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When looking for a good social CRM platform to use, there are things to keep in mind. You should consider the size of your business, ease of use of the platform (this helps in training employees), features such as sales and marketing, and total costs including additional fees (Adams, 2018). You should also check for security features and the options it gives for providing good customer support. It should also support multiple social media platforms, give you options to monitor your brand, provide analytics, and integration with other CRM platforms or services. Adams suggests trying free trials or demos of various platforms and choose the one that will be most helpful in meeting your organization’s goals (Adams, 2018).

You also should consider allocating the proper resources as your success will depend on it. Ensure that you have leadership support that will buy-in to the implementation of social CRM and integrate it with the organizational strategy (Adams, 2018). You should also consider any changes in the culture, process, and technology of the future. Your budget should focus on investing in growth and using analytics to benefit in sales, marketing, and customer support.

Build a social CRM team by determining roles and headcount and invest in your team. Make sure they receive enough training by getting in contact with your social CRM provider. Direct your resources to new initiatives and keep the team evolving by monitoring its progress. You may require additional support once you evaluate the performance of the platform and strategy.

Develop Your Strategy

According to Adams, building an effective strategy builds an organization’s brand while creating fans and brand ambassadors (2018). A brand is an overall impression of a product or company that distinguishes it form its competitors (Adams, 2018). This could include things such as identity, logos, communication, personality or persona. It is important to humanize your brand so that your customers can connect with an identity with a face. You should join in on conversations that customers are having online to connect with them.

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You should also focus on personalization by allowing customers to choose their own experience with your brand. This can be done by using multiple platforms. You should also see how your brand is resonating with the intended audience by tracking brand consistency and sentiment across all platforms. Again, make sure to integrate all social platforms with sales, marketing, and customer support strategies.

A good strategy also has rules laid out regarding engagement with customers. This includes implementing rules on the tone, personality, set response to specific situations, personalized responses, and guidelines for communicating company-wide announcements (Adams, 2018). It is important to include in the bio of every platform how your company can be contacted, whether its by phone, text, or email. Accounts dedicated to customer support should also be considered to centralize activity.

Try your best to reply in a timely manner. This shows commitment to the customer and builds your brand in a positive image. Be proactive in your interactions by communicating issues that will affect customers and provide consistent updates until the issue is resolved. Maintain that you are actively looking to solve any issues that arise.

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It is also recommended to use a monitoring tool that lets you quantify brand sentiment and help mitigate a negative reputation. Going back to the humanization aspect, let your customer know that they are talking to a real person and know when to take the conversation offline, keeping in mind the customer’s privacy. Get feedback often!

When running a campaign, you should have focused targeting. Using social CRM, your campaign should be highly individualized and include targeted messages with strong appeal to the customer. You can also segment based on behaviours such as recent purchases, opened emails, redeemed coupons, and social activity. When personalizing content, tailor it to directly speak with the customer as it will be more likely to get a response and improve brand perception.

You should always monitor and see what worked and what did not. In the words of Adams, “Iterate what doesn’t work and repeat what does” (Adams, 2018). Social CRM platforms allow you to upload data to channels like Facebook and Twitter so you can run targeted ads based on the analytics you have collected.

Manage Social CRM

People who are active on social media and can create exposure for your brand are known as influencers (Adams, 2018). Using influencers is a practice of building relationships with people who can create stronger relationships with customers. When looking for an influencer for your brand, look at your audience, the relevance of that influencer to your brand, the reach of that influencer, and the engagement that the influencer has with their followers. You can find influencers through social media monitoring, using hashtags relevant to your brand, google alerts for keywords, services, and products, and blogger outreach.

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Work with influencers in collaboration to encourage content creation and post images or videos of them using your product or service. Take advantage of having product giveaways and discounts. You should take care of your influencers and foster strong relationships as they can provide many positives for your brand.

When engaging with prospects, you must understand who they are, where they stand in the sales cycle, and what previous interactions they have had with your brand or product (Adams, 2018). To connect with prospects, use social media to allow them to investigate your brand without a sales pitch. This will let you provide exceptional value, build credibility and trust. You should also keep working with the marketing department to communicate the problems that your organization can solve, find out the customer’s complaints, and use your content to solve their problem.

You should keep your content engaging by monitoring trends online and listening to customer feedback as this can improve the customer’s life. Watch your tone and message when and lead with value when pitching to the customer. Using a social CRM tool will allow you to figure out when to engage, how to engage, and who is best suited from your organization to engage. This will strengthen your relationship with the customer and increase conversion.

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Social CRM can also help you by giving you the ability to provide better support to the customer. It gives you the opportunity to support the customer in their preferred environment. The best practices when it comes to customer service is to monitor what is being said and by whom, identifying problems that customers are facing, contacting, and acting in real-time. You should also acknowledge loyal customers. Sometimes, you may receive negative feedback, but you can use this as an opportunity to show your customer service skills and differentiate yourself from other brands (Adams, 2018). Every issue is a PR opportunity!

Your Toolkit

Having a process of documentation is extremely useful. You should document the support process, activity of process discovery, and procedure templates. It leads to forming business process success criteria which you can use as measures to gauge performance. These criteria should include ownership, goals, metrics, interfaces, documentation, integrity, and alignment with business vision (Adams, 2018).

Start by creating a new standard for optimizing customer relationships, building connections with the customer via new technologies, and leveraging new channels to create more personal communication to achieve targeting and human approach. Your organizational process should include how you will handle social insight, what will be the impact on sales, marketing, and customer service, and how and when you will monitor social CRM strategy. You will be filtering data and finding the best way to integrate it into the organization strategy. Make sure to choose tools that support where work is being done and use them often!

Using analytics is a vital part of keeping your brand alive. They allow you to understand how your organization is performing and how it can be improved. Start small and stick to basics because every organization will differ in analytical frameworks and goals. You must find your own unique measurements. Focus on customer feedback and gauge what they are saying to and about your organization. Keep an eye on customer behaviours and psychographics as this will let you see where customers are spending their time and their social presence, spending habits, and buying behaviour.

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Conclusion

You should understand your organization’s goals for social CRM and what tools you will require to effectively use it to build your brand and resolve customer issues. Do your research as there are many platforms to choose from and make sure it aligns with your overall organizational strategy.

Personally, once I start my own shoe company, I will use a social CRM platform to engage with my customers and monitor what is being said about my brand. I can use hashtags to find influencers, perhaps major league athletes or Hollywood stars, and use them to help me build my shoe brand. I can use the data collected from my Facebook posts, tweets, and Instagram posts to see who is engaging and with what. Like Adam’s course on advertising on Facebook, a major portion of social CRM focuses on analytics.

By using the collected data, I will able to better target my ads and improve my overall sales, marketing, and customer service strategies.

References

Adams, M. (2018, April 11). Social Media Marketing: Social CRM. Retrieved from LinkedIn Learning: https://www.linkedin.com/learning/social-media-marketing-social-crm/welcome?u=2109516

Social Media Marketing: ROI

Today’s blog will look at the LinkedIn course by Carlos Gil titled Social Media Marketing: ROI. In this course, Gil mentions how you can create a content calendar to drive your sales and awareness by making data informed decisions. This includes things such as posting at key times, finding which of your content is performing best, and what is getting the most clicks (Gil, 2019). In this course, you also learn the important metrics to measure in terms of content, community, consistency, and conversion that can help you maximize engagement with your social media content.

Social Media KPIs and Tools for Measurement

If your customers are on social media, you should be, too. Social media key performance indicators (KPIs) can help you understand which networks to join, when to post, and how to measure success (Gil, 2019). All these KPIs should be tied to your business objectives. Use them to find where customers are on Facebook, Instagram, Twitter, which are great B2C platforms, and LinkedIn, a great B2B platform. Ensure that your goals are measurable and use these KPIs to find what your competitors are talking about and what your own purpose is on social media. It could be to build brand awareness, improve customer service, or talent acquisition (Gil, 2019).

According to Gil, there are four pillars of social media strategy that you should measure (Gil, 2019):

  • Content – what users see of your brand (images, videos, text-based posts)
  • Community – users who regularly consume and engage with your content (can be employees, fans, followers)
  • Consistency – how often you post will determine how often you appear in news feeds
  • Conversion – actions users take when they engage with your brand
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Creating a strategy around these four pillars will help you be successful in growing your brand.

You can also use tools to pull data and help you visualize it. There are free and premium tools you can use to track metrics for your posts. Some free platforms such as Buffer or Hootsuite will give you feedback to help you post, monitor, and engage with your customers. Other platforms like Rival IQ will help you see how your posts are performing relative to your competitors. Use these platforms as tools to help you make data driven decisions (Gil, 2019). Ask yourself what insights you have gained, what you learned, and what you can do better.

You can leverage your data to make informed decisions on many different platforms. Facebook allows you see key metrics on how your posts are performing and recommend you use Facebook Ads. Twitter will give you a month-over-month snapshot of data that shows top tweets, mentions, followers, and best performing content. LinkedIn shows you stats on how many times your profile was viewed and how often you showed up in search results. YouTube can show you the number of new subscribers, average watch time, and your top videos. Instagram can show you your follower growth, top location, age ranges, and the time when most of your followers are active, as well as profile visits and clicks (Gil, 2019).

Decoding Social Media Analytics: What Does It Mean?

Facebook Insights can give you valuable analytics that can help you manage your page and content. You can view data on likes, reach, impressions, engagements, views, and clicks. I wrote a blog previously on Facebook Ads that can make these keywords make sense to you. These analytics give you an overview with week-to-week reports on follower growths, demographics that interact with your posts, and the overall effectiveness of you post (Gil, 2019).

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Facebook Ad options let you choose your objectives to grow your engagement. You can focus on promoting your business locally, growing your e-commerce, getting leads, or attracting website visitors. Ensure that you are running targeted ads that are aimed at a certain age, demographic, location, or interest group, and make the ad visually appealing! Gil also recommends setting aside a monthly budget to spend on your ads (Gil, 2019).

Monitoring your previous posts and their performance will allow you to further gauge which posts really made a mark on your customers. It allows you to repurpose old posts that got the most engagement and clicks so that you can bring that high engagement back.

Keep in mind that good quality content isn’t just measured by ‘likes’ (Gil, 2019). The Instagram app itself can provide insights on new followers, where they are located, their age range, website clicks, and week-to-week changes of these metrics. The more you post, the more traffic you will see. Keep an eye on comments on your posts as they can give important feedback and an opportunity to engage. You can also use polls on Instagram to generate sales leads or ask questions to engage audiences.

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Driving Measurable ROI on Each Channel

On LinkedIn, you should find connections in your community by using the metrics that the site provides, such as who viewed your profile and your search appearances. LinkedIn can show you job titles of people who searched you which helps you see whether you are in the right search results or not. Keywords in your profile are what take you to the top of search results so make sure to use keywords from your industry (Gil, 2019). Monitor your profile stats to make sure you are showing up in the right places. Groups on LinkedIn are also a great place to expand your network in the same industry, interests, or city.

Use LinkedIn to engage with potential clients by seeing who is viewing your profile and which date they viewed it. Message them to ask how they ended up on your profile but do not try to sell them anything. Focus on engagement first.

For YouTube, you can monetize your video inventory to earn some revenue on the videos you make. To monetize, you must have at least 1000 subscribers. Gil suggests creating a list of 12 to 15 tutorials or how-to videos that include keywords such as ‘tips’, ‘how-to’, and ‘the best’ (Gil, 2019). Go back and retitle any other videos you have posted before to have more optimized search results. In Creator Studio, you can monetize specific videos and pick which ads you would like to show.

You can use keywords on YouTube to improve your search reach. Make sure that you have a purpose such as entertainment or education. Optimize your titles and descriptions to include keywords that will allow you to show up in search results (Gil, 2019). You can make videos focused on meeting business owners, employee takeovers, product tutorials, local business spotlight, or a video podcast for your company.

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On Twitter, you should realize that it is a real time search engine. You can post questions to get answers and give your followers value in the form of tips, advice, or motivation. Gil suggests posting third party links in replies and always circle back to your fans and followers (Gil, 2019). The analytics on Twitter lets you learn about your audience and take part in popular discussions and events. You can also see which of your tweets performed best so go back and reply to the people on those tweets to keep your followers in the loop.

Bonus Strategies for Maximizing ROI

Gil suggests using Twitter cards to help your content stand out with eye-catching visuals. You should avoid asking for a sale and use them to drive traffic to your blog, YouTube videos, or special offers on your website.

On Instagram, you can use their Stories feature to engage your audience. Keep your stories short and attention grabbing while having a beginning, middle, and end. Always end with a call to action. The key to being seen is creating visually appealing content, posting often to keep your followers engaged, telling short stories through captions, tagging locations in posts and stories, and embedding content on your blog. Hashtags are extremely important because they act as the keywords on that website (Gil, 2019).

There is a high chance that users are using a mobile device when viewing one of your ads. This means you should keep your captions short, direct, and to the point (Gil, 2019). Try making your post something that you would interact with yourself. Use one or two sentences in the description, lead with an open-ended question, and refrain from saying things like ‘comment below’ or ‘like this post’. It is less about the caption and more about the creativity.

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For YouTube, add website links to your video for conversions. However, the site must be your own or a domain you own otherwise YouTube will remove it.

Lastly, sites like Bitly and Google Campaign can be useful to shorten your links and give your analytics on the last 30 days for free. Bitly can provide you with information on demographic data, where clicks came from, and the traffic source. You should measure and identify the top performing content of your so that you can repost it and improve engagement again (Gil, 2019).

Conclusion

Gil’s course goes over how you can use the analytics data provided by social media platforms to boost engagement with your brand. There a lot of tips and tricks jampacked into this course so I suggest you watch it yourself to gain an understanding of how you can apply his concepts.

A good example of applying these concepts that are relevant to today’s time are awareness websites on staying safe during the Coronavirus pandemic. You can create a website that includes information on safety precautions to stay safe, where you can go for help, what to do if you’ve been diagnosed, and emergency contacts. You can use social media to drive traffic to this website.

You can create YouTube videos on proper handwashing techniques and practicing sanitization. Instagram can be used to share photos and videos that provide information related to the virus and lead users back to your website. Facebook Ads can be used to have a paid advertisement that increases the traffic to the website, and you can use analytics to see which post is most engaging. For Twitter, you can engage in live conversations to help answer questions that people have regarding the virus. In the end, you can provide a link to your website that has all the information.

Check out my previous blogs on creating a LinkedIn profile and how to use Facebook Ads.

References

Gil, C. (2019, October 9). Social Media Marketing: ROI. Retrieved from LinkedIn Learning: https://www.linkedin.com/learning/social-media-marketing-roi-2/the-roi-of-social-media-marketing?u=2109516

Creating a LinkedIn Profile

The course titled “Learning LinkedIn for Students” by Oliver Schinkten is a great course on how to set up your LinkedIn profile. Through creating your profile, you should consider things like what companies you want to work for, jobs that you are qualified for, where job openings are, how to apply, and how to prove that you are a strong candidate to recruiters. It allows you to create and build your network and keep up with trends in the industry (Schinkten, 2018).

LinkedIn gives you access to recent articles that are relevant to you. It aids in creating your digital footprint and helping you to market your personal brand. Simultaneously, it helps to build up a professional network, lets you research companies and industries, and helps you find and apply to jobs (Schinkten, 2018).

There are over 500 million users on LinkedIn and over nine million companies (Schinkten, 2018). A LinkedIn profile is different from a resume because it provides more depth to your experiences and skills. It allows others to endorse your skills and recommend you to future employers. LinkedIn is a great platform for interacting with professionals. It will let you share your creativity and put your personality on display, unlike a resume.

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Creating a LinkedIn Profile

Creating a profile is very simple. Simply navigate to the main page, hit the ‘sign up’ button, and fill out the necessary information. In the initial stage, it will ask for your name, whether you are a student or not, and what you are most interested in doing on LinkedIn. I am a student so I will choose that option as it is best suited for me.

Adding a photo is an important step in creating your profile. Schinkten states in his course that users who have a profile picture receive far more profile clicks than those who do not (2018). When you add a picture, make sure it is a recent photo because you want people to be able to recognize you. Use a professional, high quality photo and adjust the tilt and framing to make it look good. Similarly, choose a background photo that is clear, professional, and fits the image that you want to convey (Schinkten, 2018).

Next, personalize your headline. It will be the first thing that people will read on your profile so make it good! It should reflect the message you want to send to people that visit your profile. Write something that defines who you are and what you want to be (Schinkten, 2018).

silhouette of man in white shirt

Your summary should have a lot of time and thought put into it. It is where you share your accomplishments, mission statement, and career goals. Its your chance to show your personality and share why you do what you do. Keywords are important here because that is what employers will look for. Make sure that the beginning few sentences are attention-grabbing and toot your own horn (Schinkten, 2018)! Don’t be afraid to look at other profiles to get an idea of how to format the summary. Show how you can provide value to employers.

Work experience and volunteering should also be included in your profile. Share where you’ve worked, how long you worked there, and include a brief description of the job and skills you attained. Similarly, the volunteer experience information can make your profile stand out to recruiters (Schinkten, 2018).

For education, you should list your major, diplomas, and degrees you have completed. Include any honors and accomplishments you were awarded as well as any clubs you took part in.

two men in suit sitting on sofa

The skills and endorsements sections is extremely important because a good skill list can make you 27 times more likely to be recruited (Schinkten, 2018). You should always keep adding any additional skills you have mastered since creating your profile. These skills can be endorsed by your coworkers, managers, professors, or friends. You can also ask for endorsements when you make new connections or have LinkedIn ask for you. More endorsements in a skill can show you have strength in that skill. You should add five to ten skills to start (Schinkten, 2018).

Recommendations on LinkedIn are like recommendation letters you would receive from an employer or instructor (Schinkten, 2018). Your connections can write how they know you and what it was like to know you. You can ask your professor or manager for a recommendation and provide one in return for them. This becomes helpful if you are using LinkedIn as a resume.

There is an additional section called accomplishments which can include publications, certifications, patents, courses, projects, honors and awards, test scores, languages, and organizations. You do not need to add all of them but if they add value to your profile and brand then they should be included (Schinkten, 2018).

man wearing purple and black educational gown standing near building

You can also configure your profile to be partly visible to non-members and fully visible to members of LinkedIn. As you make these privacy changes, there is a preview on your screen of what your profile will look like.

One last thing you will want to consider is your profile URL. You should make it easy to share on things like a business card or resume so shorten it something like your name, a nickname, or something creative (Schinkten, 2018). It should be easy to remember.

Build Your LinkedIn Network

Building your professional network has many benefits including insight and advice, knowledge and ideas, collaboration, resources and opportunities. Two of the most popular ways that companies find new hires are through referrals and social professional networks (Schinkten, 2018). Your network should comprise of three types of connections.

There is the ‘advocate’ which is someone you know on a personal level that can act as a soundboard for advice (Schinkten, 2018). There is a ‘strategic “in”’ who is someone that is well connected, can make connections on your behalf, and is someone you know on a professional level. The third connection is a ‘subject matter expert’ that offers insight into an industry with an unbiased opinion (Schinkten, 2018). These connections provide value to your network and create win-win relationships.

two people shaking hands

LinkedIn allows you to quickly and efficiently connect with people. You can search a specific person and message them as to why you want to connect with them. LinkedIn can suggest other people to connect with based on the information in your profile such as your education, work, and volunteer experience. You can also search companies, certain skills, and professions (Schinkten, 2018).

To improve your searching, you can add filters to narrow down your results. You can filter by people, jobs, content, companies, groups, or schools and you can take it even further by filtering by location or keywords. Boolean modifiers can also be used to refine your search. There is a help page on how to use Boolean modifier that you can use if you are unfamiliar with them. In addition, you can also use search operators such as firstname, lastname, title, company, and school. A help on search operators can also be found (Schinkten, 2018).

A handy tool to use is the Alumni tool. Your fellow alumni are more open to connect with you because of the shared journey you have had at your university. You can follow university pages for updates that they have and use their alumni tool. This tool lets you see where these alumni live, where they work, what they do, what they studied, and their skills (Schinkten, 2018). You can click on these categories to narrow your alumni list to what you are looking for.

men and women wearing black and white graduation dress and mortar cap inside building

LinkedIn also has groups that you can join to build your network. These groups have professional individuals with similar interests as you. Within these groups, you can ask questions, share insights, and build connections. Groups are a great way to network with those who are interested in the same topic as you, went to the same university, or are in an industry that you are interested in (Schinkten, 2018). You can use the search bar to find groups or create your own if the one you are looking for does not exist.

Using LinkedIn Day-to-Day

Your feed is customized for you based on your interests and connections that you interact with the most. It shows and recommends articles based on what you read, recommends people you may know, and companies and universities you may be interested in. The feed will also show news trends and opportunities related to your field. The more interactions you have, the more your feed is suited to you (Schinkten, 2018). It is a great way to stay informed.

You can follow companies and influencers on LinkedIn instead of forming a connection with them. This will give you updates and news on your feed. Influencers are thought leaders in industries that will keep you up to date on new trends in that industry (Schinkten, 2018).

men and women having a meeting

Your online presence creates a digital footprint and builds your brand. Research shows that almost half of companies decided not to hire candidates because of their online profiles (Schinkten, 2018). You should avoid references to drugs and alcohol, discriminatory behaviour, poor communication skills, and other negative behaviours because they could damage your brand and career opportunities. You should portray a strong, professional image, contribute to community conversations, provide feedback, share articles, and have thought provoking posts. People will connect with you based on the value you provide to them.

To provide value to your network, you should share interesting posts when you come across them. This gets your name out there and shows that you are willing to participate and contribute to the industry. LinkedIn allows you to share your own posts or share articles from other sites. Your goal should be to provide value to your connections so keep it appropriate and do not share too much. Schinkten recommends only sharing a few times a week (2018).

You can also publish your own articles on LinkedIn. The platform makes it easy to write posts, make it look professional, and share. The Write an Article button lets you create a post with a headline and add multimedia to a blog-type post. Schinkten recommends using images legally from sites that provide royalty-free images (2018). Once you post your article, you can see data such as how many clicks, likes, and shares it has.

man sitting on chair holding newspaper on fire

LinkedIn also lets you send and receive messages with your connections. You can send messages, images, and files. Having a LinkedIn premium account lets you message people that are not your connections. When messaging a new connection, include details on why you are connecting with them. Keep in mind their time is important so keep the messages short and to the point.

Another powerful tool for you to use is LinkedIn Learning. Professional development is a strong part of being successful and LinkedIn Learning can help you with that. It has a library of courses on thousands of topics that you can take and achieve certification for. This will help you learn a skillset quickly and add it to your profile. You can search for courses or even skills that you would like to work on.

Jobs Search and Company Research

LinkedIn allows you to explore company pages which can come in handy when you need to do research before an interview. It can help you understand a company’s values and views to help you prepare you answers. Company pages also show jobs that are posted and can show customized job postings for you. If you click on a job posting, you can learn more about the position and how the responsibilities are. You can also look at people working at the company so you can see their path through school and work experience that lead them to their current position.

shallow focus photography of red and white for hire signage

If you have a premium account, you can use a feature called Company Insights that lets you see other information about a company. It shows you information on total employee count, employee distribution and headcount growth by function, new hires, job openings data, and more. It lets you see an overview of the company, get news updates, and new job opportunities.

When you are searching for jobs, LinkedIn recommends jobs based on what you have in your profile. You can also search by job title and narrow it down by location, experience level, and date posted. Additional filters you can use include company, industry, and job type. Job postings have a button you can click to apply to the job as well as information about the experience level required, responsibilities, qualifications required, and benefits. Postings with the Easy Apply button make applying very quick and easy because it applies using your profile.

There is also a Career Interests tab that lets you notify recruiters that you are actively seeking a new job. The Salary tab takes you to a page that shows you the average industry salaries from around the country. Lastly, you can set up job alerts to notify you of openings that fit your criteria and you can choose to be notified on LinkedIn or through email.

low-angle photography of man in the middle of buidligns

Manage Your LinkedIn

You should consider subscribing to LinkedIn Premium if you want access to InMail, Company Insights, move up in job applications and see who is viewing your profile. You can try it for free for a month and there are different types of premiums such as career, business, sales, and hiring.

You should also play around with your profile settings to see who can send you invitations, change your email, add phone numbers, or change passwords. An important setting is whether you want your connections to be notified of any changes made to your profile.

If you are considering deactivating your account, you should download and archive your profile data, posts, and connections. You can pick what you want to download and save so if you want to make another LinkedIn profile in the future, your old data can be imported.

Conclusion

Having a LinkedIn profile will get you recognized, build your professional network, create your digital footprint and brand, help you find and apply to jobs, and more. It can open doors to opportunities that you wouldn’t otherwise have had. Growing your network is extremely important in expanding your career opportunities and LinkedIn is a great place to do just that.

I have included below a before and after of my own LinkedIn profile. The first picture shows how my profile looked before I completed this course. The after shows the changes I made based on the suggestions given by Schinkten. The most obvious changes that stand out are the profile and background picture (I don’t know why I didn’t have them before).  I also changed the headline to include what I am and what I hope to become. Then, I realized I did not have a summary so I added a small paragraph about myself. I also linked the certificates that I have earned on LinkedIn learning on my profile so it can attract recruiters and show up in their keyword searches. Overall, my profile looks drastically different and I am hoping the changes lead to better connections.

Before:

After:

References

Schinkten, O. (2018, October 18). Learning LinkedIn for Students. Retrieved from LinkedIn Learning: https://www.linkedin.com/learning/learning-linkedin-for-students/welcome?u=2109516

How to Market Your Brand on Facebook

Facebook advertising is helpful when you are launching a product, selling a product or simply growing your brand. It is a good tool to use but it must be in alignment with your business’s goals. Megan Adams, a social media strategist and viral marketer, goes over how you can create a successful ad campaign on Facebook in her course titled “Advertising on Facebook” on LinkedIn Learning.

Facebook Advertising Overview

The main goal of your advertising campaign should be to make a large impact. Facebook is a place for you to connect to customers where they are already active. Ads are very easy to create and have flexible budgets on Facebook. Before you start, you must know your goal; whether you want to send a message or drive traffic to your website. An ad on Facebook can look like a normal post where customers can comment, like or share which aligns with their normal activities. To get started, Adams recommends going through your timeline to gauge what types of ads are present and what they look like (2019).

Your ad must have a clear objective. This is what you want people to do when they see your ad. There are three types of objectives you can have which include awareness, consideration, or conversion. For awareness, the main objective is to generate interest in your product or service (Adams, 2019). Consideration objectives get people to start thinking about your product or service and look for more information on it. The conversion objective encourages people to purchase whatever you are offering (Adams, 2019).

Facebook wall decor

There are many options for you to play around with when choosing how to display your ad. The brand awareness option helps Facebook serve your ad to those that will be most interested in it. The traffic option will determine whether you want to send people to another page on Facebook or to another site. Facebook also has an interesting programming code called the Facebook Pixel which tracks website visitors and the actions they take on that site (Adams, 2019).

The more relevant your ad, the more successful the ad campaign will be. Facebook lets you target certain locations such as countries, cities, or neighbourhoods where you think the ad will resonate. You can set demographics such as age or gender to narrow down your audience down even more. You can target an audience based on their interests such as their hobbies or pages they have liked on Facebook. Their behaviours can also help you based on their purchase habits, device usage, or recent life events (Adams, 2019).

There is also some terminology you should familiarize yourself with before you start. Clicks is the total number of clicks on your ad, click through rate (CTR) is the number of clicks divided by the number of impressions, cost per click (CPC) is the amount charged when someone interacts with your ad, frequency is the average number of times an ad is shown to each person, and reach is the total number of people that see an ad (Adams, 2019).

turned on monitoring screen

How Facebook Ads Work

Your ad account is where your billing and creative is contained and is separate from your personal account. It is where you can monitor the results of your ad campaign to see how successful it is.

Facebook’s ad structure is based on three levels. The first level is Campaign where you boost your posts or campaign around a specific product. It could also be to drive traffic your website, increase your brand awareness, or promote a coupon. Ad Set is the second level where you determine who you are targeting, your ad placement, and settings of the ads. For example, perhaps you want to target people who play sports and live in your city. The third level is the Ad where you can include an image, link, or message to get the audience’s attention (Adams, 2019).

How to Create Facebook Ads

You should identify your audience based on your objective. Doing so will increase the likelihood of interaction with your ad. On the Ad Manager page, you can use the gauge to see if your audience target is broad or specific. As mentioned above, you can target by location, demographic, and interests to narrow down your target audience. Adams suggests to keep an eye on that gauge as you tweak the settings (Adams, 2019).

space gray iPhone 6 with Facebook log-in display near Social Media scrabble tiles

Interest targeting is available in the detailed targeting setting to target based on interests that are relevant to your ad (Adams, 2019). For example, if you are advertising a frying pan, you can target those with an interest in cooking.

Behaviour targeting will target people based on the activities they do on Facebook. Spending habits data is provided to Facebook through various partnerships which can help determine consumer behaviour. You can also target people that have liked your page or expressed interest in an event. Adams suggests sticking to three to five behaviours and interests if you are a new advertiser (2019).

Facebook also creates a budget for you, but you can adjust it to match your own needs. You can set a daily budget or a lifetime budget that runs with the ad. Also, you can set a start date and end date and monitor the results of the ad campaign during that time frame to determine whether to continue the ad or make changes. Facebook gives the option to be charged based on impressions or clicks, as talked about earlier. Finally, you can choose to run an ad all day, at a specific time, or run on a schedule (Adams, 2019).

silhouette photo of six persons on top of mountain

Your ad placement can be either on or off the Facebook platform. Facebook gives you the option of placing your ad on mobile or desktop browsers as well as choosing the platform on which to advertise. This could be in the newsfeed section, instant articles, in-stream videos, the right column, suggested videos, marketplace, or even Instagram. You can target specific devices such as iOS or android which is useful if you are developing an app.

Choosing an Ad Creative will be based on the objective you choose. A major part of your ad is the name of the ad so be as descriptive as you can. You can choose to connect to other accounts such as Instagram or Messenger to further your reach. The images you choose in your ad can be displayed as a single image or as a carousel. Facebook has a large stock image library where you can find images that are free to use, and you will be given feedback on which image was most interacted with (Adams, 2019).

Your text in your ad should be organic and natural with a headline that is “short, punchy, and to the point” (Adams, 2019). Lastly, the call to action button will help drive traffic to your page or website so make sure it fits the narrative of the ad. You can also preview how the ad will look before you publish it.

Classified page 5 newspaper selective focus photography

View Your Advertising Data

Your dashboard shows all your ads, their status, and allows you to change the ads or bids. You can pull data from a specific timeline to see the total money spent on the ad, the total reach, highest engagement times and which demographic was most engaged (Adams, 2019). The dashboard is customizable to your needs to show the most important metrics that can help you improve your ad.

You can create reports that provide details for you to refine your ads and identify if you are achieving your goals. Facebook gives you the option to export the data file into Excel or another spreadsheet program. You can edit which data you want to export and can name the report for future reference. A good thing about Facebook is that they will automatically generate reports that they think will be most useful to you (Adams, 2019).

It is important for you to understand the metrics listed in the reports. You can look at campaigns in terms of reach, impressions, or CPC. These metrics can help you identify which areas you need to change and give you better control of your spending. If you have previous ad campaigns, you can compare results to see where one campaign succeeded while another failed.

laptop computer on glass-top table

Implement Best Practices

Make sure to view your billing summary to control and budget your spending. It allows you to see where your money is going and when it was spent. You can also see ad spending based on your objective, reach, and link clicks. It is a useful tool to keep track of payments, payment methods, and payment status (Adams, 2019).

Adams also provides a few good tips on how to write a great ad. She mentions to have a clear call to action, and this is done through the call to action button. Also, use a simple eye-catching image with bright colours to catch the attention of your audience. She also recommends having someone else review your ad to get an outside opinion. Finally, test and run multiple variations of the ad with different images to see which one gets the most engagement (Adams, 2019).

When choosing an image, try using stock photography that features people and bright colours. Consider how the image will look when the size is reduced. Adams suggests testing the images to discover which image performs best and not to underestimate the power of the right image (Adams, 2019)!

woman holding brown umbrella

To improve the performance of your ads, you need to see if they are relevant to your objective. This could mean you need to change your target interests, behaviours, or demographics. Create a landing page for when someone engages with your ad and ensure it is easy to navigate. Keep an eye on your reporting data to get familiar with the CPCs, impressions, and reach metrics. You should also see if your ads are running too often because it could be affecting the success of your ad (Adams, 2019).

Another word of advice is to never stop testing and trying new things! The more ads you run, the more data and info you collect to help you optimize your current and future ad campaigns!

Lastly, make sure you comply with Facebook’s policies. They require ads to have only have 20% text on them. They believe that ads with less text makes the quality of the ads higher (Adams, 2019). Also, make sure your landing page is relevant to your ad. Otherwise, Facebook will remove the ad. Other things that can get your ad removed include sexually explicit, violent, or disrespectful text or imagery. Be honest and respectful!

Conclusion

Marketing your product the right way has the potential to double or even triple your sales. As Adams mentions, having a clear objective is important in driving the rest of the ad creative. I aspire to open a shoe company and advertising on Facebook will probably be a major contributor in growing my brand.

I can tailor my ad specifically to athletes because I want to launch an athletic shoe. I would set my location to target neighbourhoods that have a rec centre nearby because they may be more likely to use the rec centre and require athletic shoes. My interests would target those who like to stay active with interests like sports, sports teams, workout pages, running, and jogging. I can set behaviours to include those who frequent other athletic shoe websites like Nike or Adidas.

I can also choose to target men or women in specific age demographics. My goal would be to narrow my target audience to those who are most likely to engage with my ad. The more engagement I have, the more successful the ad campaign and higher sales. My call to action button would lead to my website where the customer can make a purchase.

I would recommend you try to set up your own ad page based on the advice given by Megan Adams. Create an ad for your product or service and monitor it using the reports and data generated from the ad. Tweak the ads until you find the formula that succeeds!

unpaired orange and white Nike Air Huarache

References

Adams, M. (2019, October 2). Advertising on Facebook. Retrieved from LinkedIn Learning: https://www.linkedin.com/learning/advertising-on-facebook-2/facebook-is-an-advertiser-s-dream?u=2109516

Ian Lurie’s Idea of a Marketing Copy

Overview of Marketing Copy

Ian Lurie’s course titled “Learning to Write a Marketing Copy” contains many key points that you can use to market your brand or product. Lurie is the CEO of Portent, a digital marketing agency. His course is extremely helpful if you are looking for tips on marketing.

For Lurie, good copywriting delivers value to people when they need it and is persuasive mostly to those that respond (Lurie, 2014). It involves having a well thought out strategy and is about selling a product or idea. A marketing copy must contain a call to action, and acts as a handshake for the relationship you will create with your client. It must be visually creative, deliver significance, and appeal to the right niche audience by providing value.

There are three classifications of copywriting (Lurie, 2014). The first is collateral which is mostly known in the form of a brochure. It delivers significance and value form the very first sentence to the last. Other forms of collateral include direct marketing, one-liners, and product descriptions. They communicate your brand and reinforce a message that leads people to a destination. The second classification is medium which is the “pipe” over which the message is relayed, such as online, print, or radio. The third classification is style. This is unique to each writer and product. It can include teaching the audience about something, straight shot at selling, laughter, or a scare tactic.

When writing, there will be potential distractions that you should eliminate. Interruptions from coworkers, family members, or pets can hinder your thought process. Technical problems can also arise. To be prepared, Lurie encourages you to communicate your availability to your family members and find a private space to work. Turn off any notifications such as emails or messaging and plug in your device. Put your pets in another room and use a timer to work in chunks of time.

Writing Copy

Once the distractions are limited, prepare the tools you will need to write a copy. Have a timer on hand, a storage device for the content you create, a glass of water, a backup service, and writing tools. Google drive is a great tool to use because it backs up all your work, even if you don’t.

Next, you will need to create a plan. Think about your audience, collateral, and style by creating a list of each. Know which audiences you will have, a list of the collateral, and styles that will and won’t work. Lurie says that plans may change five or more times before you begin your actual work.

The next step is to make use of the timer and begin freewriting. Use 5-10 minute increments to just write and not focus on spelling, punctuation, or grammar. This is for you to write down any thoughts that come to your head so you can build on them later or remove them if they are irrelevant.

When writing the first draft of your marketing copy, Lurie suggests considering your collateral and style, eliminating distractions, and setting the timer for 45-90 minutes (Lurie, 2014). Do not stop writing until the timer goes off! Keep your goal in mind and do not worry about editing. General rules to follow include addressing the reader, being direct in what you’re saying, and explaining the “why.” Your audience needs to know why they are reading whatever it is you have written. Lurie says having quality in your work is much more important than quantity.

When it comes to the proofreading stage, Lurie encourages having someone else to edit and then proofread (Lurie, 2014). A tip for proofreading is to look for places where two or three words can be shortened to one. This can help keep the attention of your audience longer.

The first thing a reader will see is the headline. It is what drives the marketing copy but it should not hold up your writing. A headline should not be mysterious but to the point and should avoid fearmongering. A tip from Lurie is to write many headlines and select the strongest ones. A headline is the first pitch to your audience (Lurie, 2014).

To test your headline, Lurie suggest picking two or three strong ones and running a test (Lurie, 2014). The test could be asking in a poll, running an ad, or sending emails to an email list and judging the response. Another way to gain feedback is to create a landing page for the headlines. When selling a marketing page, make sure to entice the reader with a fun summary in order to keep them engaged or straight as the reader to continue to your site.

If you are writing for print, Lurie suggests remembering the context of whatever you’re writing (Lurie, 2014). You should also keep in mind the permanence of your work because it cannot be edited once published. In print, images should dominate and there should be a clear, immediate call to action. Just like the structure used here, there should be 5-6 lines per paragraph and 15-20 words per line.

Online marketing copy is very similar in the structuring but differs in some respects. It is editable, testable, and can be sent over multiple channels. Using the golden ratio of 1.6 to 1 for paragraph spacing makes it easier for your editor and designers. Lurie says to use bullets or numbering when making lists, links where useful, and not writing for search engines (Lurie, 2014).

Rewriting Existing Copy

According to Lurie, when rewriting yours or someone else’s copy, try to improve it without restructuring. If it is for someone else, ask them the context and their goal. Look for unnecessary words and, like this paper, edit it to be in an active voice rather than passive. If you’re rewriting for a webpage, ensure that the call to action is clear. If you’re rewriting a product design, make it scannable. When rewriting for social media, Lurie suggests being sincere in the words you choose. Tell the truth to your audience and keep your message brief (Lurie, 2014). Social media allows word to spread fast so use an active voice, use images, and don’t be offensive.

Conclusion

Managing your copywriting team can be daunting. Lurie encourages organizing your team, mentoring them, and being their advocate to achieve the best results. As manager, you must respect the craft and schedule, and hire freelancers where necessary to assist your team (Lurie, 2014). To keep mental health in check, have a day set aside every month to work on a favourite project. A manager should also require their employees to take vacations and avoid binge writing sessions to keep creativity high. Don’t have too many meetings and recognize that each writer has their own voice.

According to Lurie, setting an editorial calendar is vital in keeping things in check. It must be flexible and structured in an understandable manner (Lurie, 2014). It should list the titles of what you want to write, who will write them, the content type, and should show the status of a project. Some guiding principles when creating a calendar include thinking big, planning as far ahead as possible, designating reviewers carefully, and maintaining a separate list of writers and researchers. Lurie reiterates to be flexible because there will be times when the schedule will not be met.

Finally, as manager, have an established lexicon in how you refer to things. It will help create a brand voice for your team or company (Lurie, 2014). Have personas based on the audience that you are targeting and monitor your performance regularly to see where improvements can be made.

Summary

In my opinion, Lurie’s class and advice is extremely helpful in creating the right content to market towards certain audiences. He does a good job of communicating how to prepare to write a marketing copy, how to plan, how to write, and how to proofread. Lurie also gives great advice to managers on how to create an environment that fosters creativity and forms a team dynamic tailored towards timeliness and preparedness.

I can heed Lurie’s advice when I am writing a paper, creating a website, or just writing for leisure. His method can be used universally to make content that engages an audience. I have taken his advice in this column by limiting myself to 3-6 lines per paragraph, a picture after three paragraphs, and the golden rule. The most important thing I took away was how to shorten sentences while keeping an active voice! An active voice changes the entire tone of a piece of writing to be more engaging and keep the reader wanting more.

References

Lurie, I. (2014, May 30). Learning to Write Marketing Copy. Retrieved from LinkedIn: https://www.linkedin.com/learning/learning-to-write-marketing-copy/welcome?u=2109516

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