The Modern Marketing Minute: Get Noticed or Get Lost in the Crowd

You’ve heard of a New York minute, but what about a marketing minute? From email to social posts, the rate of communications is on the climb. Marketers are competing with friends, families, influencers and their peers to capture the attention of their audiences. Just getting the message out is no longer impactful.

Effective communications must first attract and engage an audience and then deliver something compelling. Here’s a look at top communication channels and platforms that have recently scaled in volume along with tips for how you can help your brand stand out.

Email

In 2018, it’s projected that 11.8 billion emails will be sent every minute. That volume is up more than one-third since 2015. With almost half of all emails considered spam, the open rate for email in North America falls at just 34.1%. That means almost two-thirds of all email messages sent are never seen.

How can you boost your email open rate?

  1. Deliver timely content. Know your audience and what they’re up to. Behavioral intelligence and automated workflows can help you deliver email messages tied to actions your audience is ready to take.
  2. Make it personal. Recipients are more likely to open email messages that include their name in the subject line.
  3. Use preheaders. A preheader is a short line of text that appears at the very beginning of your email message. Visible in the inbox prior to opening the email, preheaders provide additional real estate to convey your message and encourage readers to take action.

Click here to see additional email best practices.

Google

With 87% of the search engine market, Google processes 2.4 million searches every minute.

  • Because most users don’t scroll past the first page of search results, ranking content on page one can deliver incredible site traffic and conversions for a brand.
  • Leads from search engine results have a nearly 15% close rate across all industries.

How can you make your brand stand out in organic Google search results?

  1. Make your brand’s website mobile friendly. With nearly three-quarters of viewers surfing the web through their smartphones, your site’s bounce rate will increase drastically if it fails to be mobile friendly. Plus, Google penalizes non-mobile pages.
  2. Increase your page speed. Because high page speed delivers a satisfactory user experience, site speed can boost your rank in search engine algorithms. The faster your site loads, the more users you’ll see visiting. You can even use Google’s PageSpeed Insights tool for help.
  3. Optimize your tags. Include key tags on your site along with titles, meta descriptions, H1 headings and other SEO formatting aspects. Incorporate relevant keywords throughout content.

Click here to see additional SEO best practices. And don’t forget paid search! It’s the best way to get to the top. Take a look at these PPC best practices.

Facebook

There are 973,000 Facebook logins per minute.

Making up more than 29% of Facebook users, 25- to 34-year-olds are the most common demographic on the social network. With 2 billion people using Facebook every month, Facebook’s highest viewing volume occurs during the week between 1:00 and 3:00pm, making those hours the best time for posting.

How can you improve your impression volume on Facebook?

  • The Facebook campaign ad click-through rate is at 2.85% compared to the average click-through rate of 1.91%, so boost your content views with paid ads. Potentially, $5 invested in an ad could result in up to 1,000 more views to your content.
  • Strengthen your organic strategy. Craft meaningful posts and welcome interactions through comments, likes and shares. Keep your target audience in mind as you create conversations by asking questions and offering opinions.
  • If you’re looking for email addresses, include lead forms within your Facebook ads and content. These forms can pre-populate with a user’s email address so all they have to do is hit the submit button.

Click here to view the on-demand Social Media Pay-to-Play webinar.

YouTube

4.3 million YouTube videos are viewed every minute.

If you’re considering implementing a video strategy into your marketing plan, be sure your videos are instantly interesting as more than a fifth of your viewers will click away within the first 10 seconds.

How can you make your brand more visible throughout YouTube?

  • Customize your YouTube banner. The banner is the equivalent to Facebook’s cover photo and is placed just above the subscribe button so you’ll want a visual that’s appealing and relevant to your target audience.
  • Select an engaging feature video. In order to grab the most attention, your feature video should be roughly 90 seconds long, greet visitors and explain your brand’s channel. This brief introduction could lead to more subscriptions.
  • Use keywords. Put relevant keywords in your video title and description to attract the most relevant viewers. With appropriate keywords, your video can rank on Google as well as YouTube.

Instagram

46,200 posts are uploaded to Instagram every minute. With 800 million active users, Instagram allows for photo ads, video ads, Instagram Stories ads and carousel ads.

When posting to Instagram, remember to take high resolution photos with visually-appealing layouts. And don’t forget, hashtags can help users find your posts easily.

How can you get your posts seen by more Instagram users?

  • Use Instagram stories. Instagram stories, replicating from Snapchat stories, are disappearing photos and videos which have rapidly grown in popularity. It’s an easy way to engage users, and new options allow Instagram users to save stories to their profiles indefinitely.
  • Implement hashtags. Twitter started hashtags, but Instagram has taken over. Now that Instagram users can follow hashtags, be sure to use the most relevant and potentially expansive tags to build your audience. You can add up to 30 hashtags in any post.
  • Post during active hours. Instagram sees the most users on the app during the weekday mornings and afternoons, specifically at 5:00 and 11:00am, then again around roughly 3:00 and 4:00pm, so be sure to post at the right times to receive the most views.

Twitter

One minute on Twitter sees 481,000 tweets.

With 330 million users worldwide, Twitter’s most popular tweet ever was a selfie including some of the biggest Hollywood stars from Ellen DeGeneres’ account. Other tweets on the top 10 most popular tweets list were photos from Obama and other celebrities.

Remember to follow Twitter marketing best practices, include hashtags and target niche-specific tweets to the appropriate audiences.

How can you better engage Twitter users?

  • Use hashtags intentionally. Don’t flood your tweets with too many hashtags. Limit your precious 280 characters to 2-3 hashtags a piece and only use relevant tags.
  • Capitalize on the Twitter community and join in on discussions. Try to get involved once or twice a month to gain exposure. Use tools like Tweetchat to find the most relevant conversations to join.
  • Stay active on Twitter. Tweet daily and analyze your results closely. You can try tweeting more to see if it delivers higher traffic, but be sure your tweets don’t feel like spam to your loyal followers.

SMS Messaging

18 million texts are sent per minute.

Brands can create one-to-one messaging campaigns to fully engage prospects through targeted content, whether it be based on prospects’ actions, interests, location or other details. One-to-one messaging allows for engagement as well as reengagement of lapsed consumers.

How should you best incorporate texting into your messaging strategy?

  • Craft personalized messages based on your audience. Your SMS content should vary based on the recipient. Think about what you might say to a millennial versus what you would say to a baby boomer.
  • Use short codes. Texting from short codes allows for an easier user experience. Short codes are pre-approved and white-listed by wireless carriers. These codes are easier to read and remember than 10-digit phone numbers.
  • Target interested individuals. Use data to understand your audience, who they are and what their intentions are. Reach out to the people in your market.

Voice-Search Devices

Every minute, Amazon receives 67 orders for voice-search devices, like the Amazon Echo. If you haven’t already catered your content to voice search, now is the time to do so. One in six American homes own a voice-search device, whether it be powered by the Amazon Alexa or Google Assistant, and over 85 million Americans are using Apple’s Siri to search the web.

How can you best employ voice-search devices to support your marketing efforts?

  • Go mobile. Of Google’s mobile searches, 20% were made through voice. So be sure to optimize your content for mobile. Compress images and go with a minimalistic approach so your content displays well on a smaller screen.
  • Focus on conversational keywords. Your audience most likely doesn’t type the way they speak, so keywords for voice may be more conversational than those for typed searches. Detailed keywords and phrases are more likely to be a hit for voice searches.
  • Strive for instant answers. Voice search results are often the results that populate the instant answers in search engines. This position, incredible on voice or typed search results, puts content above the number one result. Long lists and bullets translate well in competition for an instant answer slot.

Click here to learn more about optimizing for voice search.

Reconsider your digital marketing strategy to see higher conversions and click-through rates. Optimize your content for trends like voice search and hashtags, and watch the high-quality leads pour in!

 

What can your brand do in a modern marketing minute?

Contact us today.

 

About the Author

Digital Media Solutions

Founded by a team of lifelong athletes, Digital Media Solutions (DMS) is an industry leader in providing end-to-end customer acquisition solutions that help clients win in their business ventures and realize their marketing goals. The company’s set of proprietary assets and capabilities in the world of performance marketing and marketing technology allow clients to meticulously target and acquire the right customers. DMS relentlessly pursues flawless execution for top brands within highly complex and competitive industries including mortgage, education, insurance, consumer brands, careers and automotive.

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