Sabrina Dotsch – Giant Creative

How to Optimize Youtube Videos to Get Ranked

Video content has been on the rise for years, which is no surprise considering it’s the preferred way of consuming content online for many shoppers. And, with 90% of Americans sharing that Youtube is their primary digital video platform, you’ll want to include it as part of your content strategy. Keep reading to learn how you can set your video content up for success on Youtube. 

 

Keyword Research

Central to any SEO strategy is research. It doesn’t matter if it’s a blog post or a video a thoughtful keyword strategy will give your content the best shot at being seen by the target audience. 

There are excellent paid tools you can use, like SEMRush or Ahrefs, to conduct this research. You’ll be able to see top keywords in your industry and long-tail keywords that can help boost your ranking. Compile a list of relevant keywords and use it as a foundation for creating content. 

We don’t recommend clickbait titles or keyword stuffing (adding as many keywords as possible to the title, description, and hashtags, even if they’re irrelevant). We would encourage you to avoid these tactics as they have been proven to harm your ranking. 

Remember, Google is trying to provide the most relevant content for a user’s search. By creating content that answers their search and is named appropriately, you will be rewarded! 

 

Define Your Audience

You know the saying “build it and they will come”? When it comes to video content we disagree. Trying to build/find an audience and distribute your content is a surefire way to do both poorly. To put it simply, create content your audience wants and share it on the platforms they frequent. 

Creating content your audience wants is the goal of any content marketing strategy. Use keyword research to inform your video content. Defining your audience is crucial to reaching the right people to ensure you don’t waste time or money trying to guess. By creating buyer personas, you can drill down into their habits and demographics to understand what they like and where they hang out online. 

 

This is a helpful template from b2c.com 

 

Buyer personas are meant to represent groups of people rather than individuals, so do not worry about the specifics. Attributes such as marital status, income, and technology use are good places to start. 

 

Don’t Forget the Details

Youtube is a search engine that takes everything into consideration when ranking content. While boosting your ranking takes time and consistency, we have listed a few things you might have overlooked.

  • Include keywords in the video file name. Although it may seem small, it can make an impact and is a good habit to get into rather than naming every video_FINAL_V2 (no need to lie, we’ve all been guilty of this)
  • Use eye-catching thumbnails. Longer watch times= better ranking, plus you can use it as a branding tool to increase brand awareness. 
  • Use hashtags in your video description so users can find your content in many ways- search bar, explore, and # searches. 

 

We hope you have found some helpful tips and tricks to optimize your Youtube videos. Stay up-to-date on our latest articles and client projects by liking and following us on social media @ GiantCreativeInc. 

 

3 Ways to Improve Your Email Marketing Strategy

As the new era of opt-in culture takes hold of the internet, providing relevant, engaging, and valuable content has never been more important. Still reigning supreme as one of the most cost-effective ways to reach your target audience, email marketing provides a great opportunity to deliver content in a meaningful way. 

However, email hosting networks have made it easier than ever for your promotional emails to get labelled as junk and streamlined the unsubscribe process. 

So, how do you break through the clutter? 

Dynamic Content

Ever open an email a few days late and find an expired coupon in your inbox? Companies like Mailchimp and Marketo are creating tools to ensure that never happens again! 

By using a dynamic content feature, you can put a back up value into the email that is triggered when the email is opened after a certain date. For example, those who open the email during a sale will see the special offer whereas those who open it after the sale ends will see a generic promotion. For businesses in the retail and e-commerce space,  where sales and promotions are a large part of the promotion strategy, this is huge! Imagine no more upset customers trying to use expired coupons. 

Similar to your promotions calendar, you’ll want to have a catalogue of limited time offers you can reference and any retention offers you use on a regular basis. This will ensure you always have an offer on standby. 

Personalization

Countless studies have shown that the inclusion of personalization throughout an email improves engagement rates. See below for a few ideas of how you can incorporate this conversion igniter into your copy. 

Some creative ways to use personalization:

  • User Activity– incorporate the user’s activity how long they spent on your site or recent purchases in the body of the email to encourage further engagement with your brand. 
  • In the subject line: Limited Time Offer for Person’s Name. This is a basic and oh-so-effective way to speak directly to your clients/prospects. 
  • Anniversary Dates: Build brand loyalty by celebrating when a user has joined your community or signed up for your newsletter. It’s a friendly and low commitment way to reignite contact with a customer. 

Valuable Content

No one wants to wade through lengthy text in an email. Save the prose for your personal writing and focus on writing, short and engaging copy for your customers. Depending on what industry you’re in, value will be different. Experiment with different content lengths and types to find the best one for your business. 

As a rule of thumb, when you’re planning email blasts make sure the content aligns with one the following categories: informational– think an upcoming webinar or whitepaper, promotional- limited time offers or sales, or entertaining- relatable memes, quotes, or pop culture references that will resonate with your audience. 

Let us know how implementing one or all of these tactics has improved your open and engagement rates! 

What You Need to Know About Tik Tok Marketing

So, after months of seeing viral TikToks of dogs and dance challenges, you’ve finally decided to try out TikTok. The newest social media platform on the block has already made its mark, gaining over 100 million users within a year. 

 

 If you’re overwhelmed with the fast-moving app, you’re not alone. Being a relatively new platform there are fewer established guidelines and best practices. So, we decided to create a guide to help get you started on your TikTok journey. 

 

Should you use TikTok for Your Business?

 

Like any social media platform, there’s no sense being on it just because it’s popular, especially if it isn’t where your audience is. While the demographic is beginning to skew older as more people join the platform, the app is still largely dominated by those under 35. With an average daily use time of 54 minutes, the platform has high engagement rates from users, making it a great place to engage with your audience. 

 

How to Get Started with TikTok Marketing

After determining TikTok is a fit for your brand, the next step is developing a content strategy. Like any marketing campaign, doing your research and sticking to a strategy are important to ensure you’re set up for success. 

 

Considerations

  • Quantity is important as you build up your following. Similar to the early days of Twitter when tweeting 5x a day was recommended, TikTok’s algorithm is constantly evolving so by testing content as quickly as possible you’ll learn a lot in a short amount of time. And, for an app that values bite-sized videos, 15 seconds or less is recommended. 

 

  • Use relevant hashtags. Take the time to research what hashtags are popular for your industry. 

 

  • Authenticity is key. Users are more sensitive to advertisements and overly produced content on TikTok than other platforms. Make sure your messaging and delivery are casual to convey sincerity. 

 

  • Stay agile. TIkTok is a fast moving platform when it comes to trends. Don’t be left behind because of slow approval processes. TikTok challenges are a great way to benefit from high traffic sounds and hashtags, without having to create it from scratch. 

 

Most importantly, keep experimenting and lean into your creative impulses. TikTok is a fun platform to test new ideas on. Follow us on social media and let us know how your TikTok journey is going!

Is Organic Content Dead?

You may have noticed over the past few years your organic posts on social media have been reaching less and less people. Your brand is the same, your following has grown, so what gives? 

These companies are constantly changing how they prioritize content with their infamous blackbox algorithms.It’s no secret that social media giants like Facebook and Twitter are trying to keep people on their sites.The longer people are on their sites, the more money they can charge advertisers. For brands looking to get their products out there it’s become increasingly difficult without resorting to paid ads.

Is there still a point to posting to Instagram daily or should you put all your effort into paid advertising? 

Paid vs Organic Strategy 

In the early days of social media, a company could post content regularly on their profiles and steadily increase their following. It was a best practise to try and gain as many followers as you could. As social media marketing became more sophisticated throughout the years, the focus shifted to engagement. 

Nowadays, it’s common knowledge that organic engagement is negligible, with some estimates putting it as low as 2% on Facebook. With numbers that low, Is it even worth it to spend time creating an organic social media marketing strategy if paid is the only way to achieve en masse reach? 

Yes! 

 It’s not a matter of which strategy to use, it’s how to incorporate both in the most efficient way. Rather than put all your effort into one or the other, think about how you can leverage content across channels, adapt existing content, and join in on trends and current events that are relevant to your audience. 

There’s still a place for organic content, but it’s role has shifted considerably. Today, we’ll detail how you can maximize your organic social media strategy knowing that paid is the best way to reach new audiences and maximize conversions. 

Define Your Content

When thinking about your brand’s online persona, make sure the content is authentic to your brand. Cheeky posts and subtweets may work for Wendy’s but probably aren’t a great idea for an accounting firm. Think about your tone of voice and who your audience is before posting anything. 

A great way to do this is by defining content categories. Create 3-5 “buckets” and use this as a framework during content creation. Example categories are educational, entertaining, promotional, and from there you can use different types of content within each category. For instance, you could do an infographic series about your design process or a Whitepaper about the mortgage industry. 

Defining categories that align with your brand and goals is a must to ensure your content is relevant and engaging to your audience. Using a content calendar will help organize your content and make creation easier. 

A content calendar can take on many forms, but in its simplest form it is a way to organize your content. Whether you use a fancy template or a simple Excel sheet, you’ll want to include these elements.

  • Channel
  • Caption
  • Asset- Image, video, blog post, infographic, etc. 
  • Hashtags
  • Date and Time to be Posted
  • Approved

 

A content calendar example created in Google Sheets.

Just keep in mind that each channel should have a clear business purpose and content goal. If not, it’s better to keep off the platform entirely and focus on platforms that are relevant to your audience. 

Social Media as a Branding Tool

There’s a few unicorns who get massive engagement on their organic social content. Brands like Burger King and Nike have established a dedicated customer base who will follow them regardless of channel. For most small-medium sized businesses, social media is more important for brand awareness. Get your name out there and interact with your customers online. 

Consistency is key. There’s nothing worse than visiting a business’ Facebook page and realizing it hasn’t been updated since 2017. Even if you can only commit to a few posts a month, that’s better than nothing. Plus, the more you post the more you can learn about what your audience likes. 

There’s tons of free scheduling tools that make content posting a breeze. HootSuite, Sprout Social, and Later are a few of the most popular. The calendar visualization tool is helpful for previewing what your feed will look like with the content you’ve scheduled. For some brands, it matters that all posts are a certain colour and for others a general cohesiveness in content is enough. 

A screenshot from Later, a content scheduling tool. 

A Pro tip is to spend an afternoon creating and scheduling content, so you can set it and forget it. Then, if there’s any current events that come up, you can create something that’s timely. 

Keep Up With Innovation

Capitalizing on new feature releases is a great way to give your organic content a boost. Platforms will prioritize content that makes use of the new functionality which will give it a bump in impressions and reach. 

Instagram Reels is a new feature that was released to compete with TikTok. It allows users to create and share 15-30 second videos and post them on their profile. Notably, ads are not yet supported in the Reels area of Instagram Explore. But, since Reels is visible on the public areas of the app, and can be seen by people who don’t follow your brand, your business has the opportunity to reach new audiences across the world. 

The way the Instagram algorithm prioritizes Reels is still unknown, but similar to TikTok, posts by location, people you follow, and content similar to what you’ve engaged with recently, appear more often. 

New features also give smaller brands a chance to get a leg up on bigger companies that are slower to adopt new technology. The first movers advantage is real, so don’t be afraid to experiment. 

Most importantly, don’t give up! When you’re feeling discouraged about your low engagement or slow following growth, just remember that building a successful social media marketing campaign takes time. Follow your data, stay consistent, and positive outcomes are sure to come your way. 

While we’re talking about social media… Like and follow us @GiantCreativeInc on social media to keep up to date with our latest blog posts and cool new projects.