The old adage that a picture is worth a thousand words has never been truer than it is today. This is particularly relevant in the world of content marketing. While your text should be the meat of your content, you cannot afford not to have photos. They catch your audience’s eye, encourage them to click to read the rest of the article, add depth and value to ebooks, and a great deal more. Of course, you need to ensure that you’re choosing the right photos for your content, and they’re not all created equal. Here are X of the most important tips you should follow when choosing pictures to use in your content marketing efforts.
Match the Mood of Your Content
All content has a mood, whether you’re writing a product review, telling potential customers about your new hiking gear, outlining the great things to experience at an amusement park or something completely different. Your images must match not just the topic of the piece (a picture of kids having fun and laughing in a piece on playing outdoors), but also the mood. For instance, if you’re writing a review for a new baby bottle design and it’s an upbeat piece, nothing works better than smiling, toothless little ones. You can also use related images that have bright, primary colors, or that exude a sense of peace.
Tie into the Emotion
Let’s face it – emotionless content doesn’t work. It all needs some sort of underlying emotion to carry it through and to connect with the reader. Choose photos that tie into that emotion. Is it a bleak piece on the dangers of environmental degradation? Bleak, cold photos can work. You can also tie that into outrage on the part of those who want to protect the environment with photographs of litter, corporation-fueled erosion and the like. All content has emotion. Your job is to determine what that emotion is and then find photos that tie into it.
Express Your Authenticity
Photographs within your content enhance and establish your authenticity. Without authenticity, your content is more likely to be passed over or ignored. In order for photos to lend an air of authenticity to your content, they must feature good technical execution (they’re not amateur photographs), they must have a trace of humanity within them, and they must be relatable to your audience.
Establishing a Connection with Your Audience
The ultimate goal of using photographs within your content is not to simply provide visual stimuli or to illustrate the points made in your content. It is to establish a deeper connection with your audience. Human beings, no matter how analytical, and no matter what age, are emotional creatures. We connect with content not simply by a picture matching a point being made, but by that image touching us in some way. For instance, if your content deals with the dangers of cyberattacks, in image of money might make your point when talking about theft, but a picture of a cold, bleak future might make a deeper connection with the reader.
In the end, pictures are very important for all types of content that you’ll use in your inbound marketing strategy. The right pictures can make a world of difference. However, the wrong pictures can detract from your message. At Words You Want, we provide not only expert content creation, but we can also pair that content with evocative, effective photographs. Contact us today for more information.
While simply being present and active on the right social networks can make a big difference in the success of your online marketing efforts, it’s no secret that social media ads can propel you much higher. In some instances, putting an ad on Facebook or another social network might actually be both cheaper and more effective than attempting to build your audience by hand. Of course, this is still advertising, and if your ads are not created correctly, not only will you fail to see success, you’ll be spending money just to fail. How do you get better results from your social media ads?
Know Your Budget
This tip doesn’t really apply to your entire marketing budget, but rather to what you can afford to spend per user acquired through social media ads. What is each conversion worth to your company? For instance, if it costs you $5 per person and you get five new followers, you’ll have spent $25, but for what? Is that worth it to your business? Each company is unique, so you’ll need to determine this for yourself.
Test More Than One Version of Your Ad
In the industry, this is referred to as A/B testing because you’re testing multiple versions (A, B, C, D) of the same ad to determine which one works best for which type of audience. The more you can experiment, the better your results will be. You’ll find that you can tweak one ad and use it for more than one audience, as well, reducing the costs going into the creation of your ads while simultaneously improving performance.
Use Facebook Buttons
When you create an ad for use on the news feed in Facebook, you’ll be able to choose to use one of several different buttons, or to omit the button completely. When in doubt, use the “learn more” button to encourage your viewers to take action. Leaving out the button means that you’re missing a critical component to your ad – a direction for users to take action. While they can click the ad, certainly, this isn’t always clear. Having a “learn more” button tells your users what you want them to do. Other button options available include “shop now”, “sign up”, “download” and more.
Test Different Ad Copy
While images are crucial to the performance of your ad, the ad copy itself is just as important. You cannot afford to make this a blatant ad like you’d find in a magazine. The copy should incite curiosity, tease a solution to a problem, or pose a question that your audience is asking and imply that the answer can be found with your company. Use the same principles you would if you were creating a PPC ad for Google AdWords. Don’t sell outright. Incite curiosity and get the reader to click the ad.
Create Custom Landing Pages for Each Ad
In order to ensure that you’re only paying for ads that are actually working and to drill down into ad performance, create a custom landing page for each page. You can then use Google Analytics or another similar program to dig into the number of visitors who land on the page and where they came from (in the instance that you’re using the same ad on more than one site).
With the right steps and the right tools, you can increase the effectiveness of your social media ads without spending a fortune.
Do you have any social media ad tips? Share them in the comments!
Of all industries, real estate is an ideal business to take advantage of inbound marketing. From a content marketing perspective alone, you have a plethora of content creation ideas at your finger tips. Here are four real estate inbound marketing tips that all real estate professionals should be using – no matter what aspect of the industry you work in.
- Clear and Concise Web Content – Your website’s content is the first impression that your potential home buyers or sellers have of your business. If your content is sparse, sporadic or just poorly written, it is a major turn off to your website’s visitors. If you don’t pay attention to your website’s content, what will happen when they are making transactions with you. Will your contracts be accurate? Will you thoroughly explain the process to them? Your website’s content should be the top priority before you start any other marketing efforts.
- Calls To Action (CTA) – There should be no shortage of CTAs on your website. Real estate is a lead generator’s dream. There are always going to be people looking to move and sell their house. Your website should make it easy for them to hand over their contact information. You can get this information in a variety of methods from forms on your website to free giveaways that request their contact details in return.
- Giveaways – Speaking of free giveaways. There are tons of topics that can be used to create free giveaways on your real estate website. The most basic being individual guides for both sellers and buyers in your area. Let’s say you sell ranches in East Texas. What is the must know information that your buyer’s need when shopping? This content makes a perfect giveaway in exchange for their name, email and phone number. The same goes with sellers or real estate investors. The options are endless and they only need to be 5-10 pages long, so they are affordable to have written as well!
- Blogs – Again, the real estate industry has tons of topics for blogs. Your blog can be a guide to the neighborhoods in your area. They can feature properties you’re selling. They can talk about local attractions, restaurants, shopping and anything else that attracts people to your area. With blogs being posted on a regular basis, you’ll attract regular traffic and you’ll become the go to authority for real estate in your area.
These four tips are just a few of the components of inbound marketing that works for real estate agents and brokers. They can be applied simply and easily as well. If you’re busy selling real estate and don’t have time to create this content, Words You Want is here to help. We have been working with real estate agents for over a decade and in some of the top markets in the country.
Contact Words You Want today for a free website review!
The bio. It seems that as of late everyone is rewriting their bios. Whether it’s for a new site or a site redo, finding the words to write about yourself without sounding braggy or too lame can be difficult. Here are a few rules to writing a bio (or having a bio written about you).
- Don’t be afraid to brag a little. After all, you do have tell about your experience and knowledge in order to convince the reader that you might be the right person for the job. No matter what industry you’re in, experience matters and you have to brag a little to get it across and establish credibility.
- Be personal, but professional. People need to be able to relate to you and that means adding a personal touch. It doesn’t hurt to throw in a bit about your personal likes and aspirations, just don’t go over board.
- Write in the third person. This one sort of goes without saying, but just in case we have to include it.
- It’s not about you, but about the reader. Let’s circle back to bragging here for a bit. You’re not writing about yourself to talk about yourself. What you’re doing is telling the reader how your experience is valuable and how you gained it. So, your bio isn’t really about you, but about the reader.
- Include a call to action. This doesn’t have to be a hard sale, but something simple that encourages the reader to connect with you on social media or join your newsletter.
There you have it. Writing a bio isn’t that hard. Most people just overthink it. If you need help customizing your bio, Words You Want can help. We’ll be happy to craft a bio for you and get to know you a little bit more in the process!
Inbound marketing has moved from a fringe concept in the wider world of advertising to one of the most crucial tools for business growth and success in the modern world. Simply put, you cannot afford NOT to be involved with inbound marketing. However, because this method relies so heavily on having content that resonates with your audience, it’s very important that you choose the right type for your needs. That requires knowing a little more about your options.
Yes, ebooks have exploded in popularity lately, but they’ve actually been around for a long time. They’re also not just tools for generating income – they can be invaluable inbound marketing aids. One very popular way to use these tools is as free giveaways to potential leads in exchange for signing up for an email list. Ebooks can range from 10 pages or so, to as long as you need to cover the topic and provide value to your readers.
Reports are a lot like ebooks in many ways, although they can be as short as only a few pages and are generally hyper-focused on a specific topic. Reports can be invaluable tools in your inbound marketing, depending on your audience (they are generally most popular with entrepreneurs, business owners and decisions makers, rather than general consumers). You can give reports away in exchange for signing up for your email list, as bonuses for becoming a customer, and in other ways.
Blogs are the original form of social media and while they have lost some traction in the past few years, they’re still a crucial element of your inbound marketing plan. Blog posts allow you to give your company a personal face, and to connect with your audience on a different level. These posts can be about almost anything, as well, ranging from product development to staff interviews to thoughts on the state of your industry and more. Finally, blog posts are great because they can be easily shared from your website to your social media accounts, and your readers can share them on your behalf.
Articles are a lot like blog posts (and can be used for that purpose), but they can also appear elsewhere. Now that Facebook has rolled out their newly revamped Notes feature, articles can be used to provide long form content to your fans on FB. They can also be used as guest posts on other websites, in industry journals, and in an incredible range of other locations online. The beauty of articles is that they can be as laid back as a blog post, or they can be more formal and journalistic, depending on your needs, goals, audience and publishing medium.
Social Media Posts
Let’s face it – if your business isn’t part of the conversation, you’re being left behind. While social media posts do not drive conversions, they are absolutely essential to building your brand and connecting with your audience. Posts can range from updates about specific events to infographics and everything in between. The key is to keep your audience engaged and to become involved in the conversation so your brand stays at the forefront of their minds.
When it comes to inbound marketing content, no matter what type or types you choose, quality is of paramount importance. At Words You Want, we pride ourselves on delivering original, high-quality content tailor made for your business and your audience. Get in touch today to learn more.