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Social Media Success with Low Fat Low Carb

author image Written by: Lia           Categories - Success Stories

How Social Media Planning Helped Build and Grow An Engaged Audience

Say you’re a website with thousands of regular users. That’s great, but you want to keep growing. Excellent! …where do you start? Unfortunately, it’s not as easy as Field of Dreams makes it out to be. If you build it, they might come. No matter how compelling your site’s content is, how stunning the design, how slick the code, you’ve still got to work to get it front and centre in your audience’s eyes. While search engine optimization is a key aspect of this, social media marketing can transform your brand’s identity in the eyes of your audience, and can open the door to tremendous growth and opportunity. When SEO TWIST started working with Low Fat Low Carb, a leading diet and lifestyle website that focuses on healthy, quick recipes and food tips, we had a few ideas about building their brand and userbase. What surprised us, though, is how important audience engagement became, and what it meant for branding and marketing. Social media provides businesses with an amazingly powerful means of reaching out to an audience, engaging with them, and building incredible brand loyalty. All the same, it’s still hard work. Here’s how we did it:

Social-Friendly Strategy and Infrastructure

The mandate Low Fat Low Carb (LFLC) gave us was to reach a million users on a regular basis. We started working on their old website, gradually optimizing and updating site content while we started to push weekly newsletters and develop shareable items for social media. We looked to what other food websites were doing, and it became clear that the site would have to accommodate the latest standards and trends to stand out. But more than that, it became readily apparent we had to think long and hard about how users were actually using LFLC’s website. Quick, bite-size videos were a must. While there’s something to be said about going into greater depth with long-form content, most people looking to cook a quick recipe are on their phones in their kitchens. We amended our approach to provide mobile-friendly videos that we could easily share from platform to platform, and focused on creating beautiful, eye-catching images to increase the likelihood users would hit a share button. Facebook’s mix of user comments and high-quality visuals meant we spent some time tailoring our strategy for that platform. Of course, all this meant that a new design was necessary. We wanted to develop a cohesive visual identity, which would help increase conversion rates when users accessed the site, registering for a free account.

Engage with an Audience

Remember earlier when we said that just building it doesn’t guarantee users will come? That’s where engagement comes in. Engagement is a hot-button word in social media marketing. It encompasses everything from simply liking and sharing to users identifying directly with your brand. The challenge is, as we’ve mentioned before, getting users to actually notice your brand first. Thankfully, social media provides a built-in approach to be noticed. There’s a psychological phenomenon called the mere-exposure effect, sometimes referred to as the familiarity principle in social psychology. Basically, people develop a preference for things the more familiar they are with them. Exposure to a brand builds familiarity. Using social media, we built up LFLC’s existing identity and worked off their established credibility as a food and diet website. Repeated posts on Facebook, Twitter, and Instagram engaged with the existing userbase as paid advertising took advantage of the familiarity principle. Answering user questions and asking questions of our own also provided an exceptional way to boost engagement. Keeping things friendly and personable also establishes loyalty; the better you are at reaching out and providing human interactions, the better your brand will do.

Keep Growing

When it comes to social media, there could be a temptation to sit back and keep doing what you’re doing. Avoid that temptation! When you get complacent, your strategy suffers. Like any marketing plan, it’s important to monitor, adjust, and change a social media marketing plan. It’s important to look at ways to streamline and improve, and find new and creative ways to reach out and engage with an audience. Refresh content, figure out what catches your audience’s attention, and tailor it for every platform. While we’ve grown LFLC’s userbase, we’re still working, pushing forwards to the next goal and looking at ways to improve wherever possible. We’re proud of what we’ve done, and excited to see what’s next.

Lia

Is Your Digital Marketing Agency Profiting from the New E-A-T Ranking Factors?

08/27/2018

digital marketing agency We all know that in order to be seen in the top search results, we need to carefully follow Google’s latest system of ranking factors. Fail to meet their standards and you can find yourself suddenly relegated to the lonely, deep pages of results where potential customers won’t find you. In order to stay current, digital marketers need to stay up to date on the latest factors. In June 2014, Google’s full Quality Page Ranking Guidelines were released including over 200 factors contributing to their latest algorithm. Is your Digital Marketing Agency making the most of the latest changes?

Be good enough to E-A-T

The latest changes revolve around one key element – E-A-T or Expertise, Authority and Trust. Google wants to send users to the best topic-based content available. Consequently, they have developed a system of evaluating website content based on the level of expertise of the author, authority the website holds based on reputation, and trust the website exhibits based on secure transactions, complete contact information and transparency.

What it takes to be an Expert

Is your content being written by an expert? Don’t panic! An expert in the eyes of Google is not necessarily a card-carrying, PHD holding, award-winning dynamo. Google wants to be sure that your website offers an experienced source of information, but that information can come from first-hand accounts and informed reviews. There is an increased focus on personal experience. This new algorithm considers it to be of equal importance to formal credentials.

A step away from Metrics

While keywords and links continue to play an important role in SEO, they are no longer the key focus of Google’s ranking system. Creating high quality topic-specific content, relevant to your website’s users is the new way to get on the map, and stay on the map. It’s clear that in order to meet these standards digital marketers should downplay use of on-page ads, links to less-than highly credible websites, and content that is poorly written and/or edited.

It’s all about good Content

The bottom line is that in order to be highly ranked in Google’s eye, you need to provide high quality, relevant content that they can direct users to – free from anything suspicious or pushy. You should be steering away from articles that read like promotions and toward information your readers will benefit from and take an interest in. Each new update in Google’s Quality Page Ranking System is put in place to closer align with what Google considers “high quality”.  Creating good content following E-A-T principles will continue to be crucial as the ranking systems evolve. digital marketing agency

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Finding the Right SEO Company

07/04/2018

Top Signs You’re Not Getting the Most Out of Your SEO Marketing Agency

The most common shortcoming among small businesses often involves how they navigate their online presence. Whether it’s the created content or the strategy employed to drive traffic, companies are in a constant state of adjustment trying to keep up in the quest for audience capture, leads, and sales. We get it. Finding competent SEO/marketing companies can be daunting. Auditing the results of a campaign often reveals a lack of effective targeting, or that substandard content drove away new-found traffic immediately. Is the value of your SEO company measured through strong analytics and high-quality marketing materials working in tandem to secure long-term results? Here are some key indicators businesses should look for when they evaluate a digital marketing agency.

A man in a white shirt sits outdoors, holding his head in his hand in stress or frustration.
Stressed out searching for reliable SEO agencies? Don’t worry, we’ve got your back.

Signs You Need a DMA

Let’s be honest, driving traffic isn’t just difficult, it’s often a complete mystery to most entrepreneurs. Business owners want to see results, but knowing how to interpret those results is just as important as their performance. Maybe your traffic is high but you don’t retain any of the potential customers you capture. Worse still, you may not be getting any meaningful traffic at all. Your company’s brand is important, and support for that brand ultimately determines your company’s success. Without the right digital marketing agency, your obstacles become clear, and finding a DMA that suits your needs has never been more urgent, especially in the digital marketplace. Watch for these red flags when evaluating  any DMA:

Overemphasizing Keywords and Rankings

When examining the value of your brand, sometimes an agency will inflate the importance of using the right keywords and high search rankings. While those two points can be important, the real indicator is how they translate into leads and new business. Placing greater emphasis on results often separates the run-of-the-mill SEO specialists from the professionals who complement rankings with actual results.

Substandard Written Content

The adage is true: content is king. Compelling storytelling and information is the backbone of any decent SEO campaign, helping to retain site visitors through quality writing that respects the audience. ‘Filler content’, or content created without consideration for long-term customer retention, is a waste of time and money. Your agency should have the depth to not just get potential customers to your site, but to keep them there as well.

Poor Client Relations

If content is king, then communication is the foundation of the monarchy. Digital marketing can be very complex for the average client, creating a tangible need for regular updates. Not being on the same page is a prerequisite for the unprofessional. This serves as a litmus test for finding a company unwilling or unable to evolve strategically.

Slow Turnaround

Missed deadlines are not the end of the world. Sometimes it means an SEO agency is making adjustments and improving the services they represent. But sometimes an agency has run out of ideas and lack the organizational prowess to communicate shortfalls. Your confidence in a digital marketing agency relates directly to how quickly and effectively they can boost your brand. That confidence breaks when timelines stretch or become incompatible with your overall digital strategy.

Empty Promises

Sometimes it becomes crystal clear that instead of dealing with a digital marketing agency, you’ve just stumbled upon a company with silver-tongued salespeople. They may have wowed you at the beginning, promising an overhaul of your digital needs that will translate into tangible results, but often what you’re left with is a company without the needed follow-through to achieve those milestones. A good rule of thumb is to create intervals during a campaign to assess and evaluate progress. When you determine your needs aren’t being met, it’s time to change agencies. A bad agency can set back a company for months, sometimes years through incompetence and a lack of vision.

What Does an Effective SEO Company Look Like?

A good agency, one that shows a genuine interest in the success of your brand, is tantamount when striving for digital success. Below are some of the key ingredients an agency should have before selecting them to represent your company.

Impressive Portfolio

One of the easiest ways to determine the effectiveness of a digital marketing agency is through their past successes. Companies who clearly demonstrate a proficiency for audience capture and retention bode well. Don’t forget to look under the hood, either. For example, take the time to read the content they’ve created before deciding on a company.

A blackboard with various social media markings on it is covered with stick notes with dates and times.
Attention to detail, including deadlines and schedules, is a must.

Solid Customer Service

A good agency can be measured by how well they communicate with their clients. This compulsory characteristic means your agency will be just as likely to communicate when things are booming as they would when times are slow. Robust communication means transparency, and maintaining a high-level of professional interaction will boost confidence and assist present day and future successes.

Realistic Goals

We all want miracles when traversing the landscape of company growth, but we also want to partner with an agency who can give us the goods realistically. Reputable agencies, rather than promising success overnight, will incrementally forecast positive results for each stage of your digital campaign. This approach should boost your overall confidence in your SEO company. It demonstrates they are more interested in a long-term relationship.

Customized Service Packages

If there ever was a counter-argument for a ‘one size fits all’ approach, it is digital marketing. A competent agency will have the ability to customize packages for individual clients, focusing on the unique characteristics and approaching all facets of a campaign through the lens of that customization.

Speed and Efficiency

While you expect your SEO firm to be smart in how it approaches your company’s unique set of goals and expectations, you also need to stake claim to a market share that will keep you in business while keeping your competitors nervous. A smart strategy often relies on quick implementation, allowing your company to put competitors on notice. You’re a threat to their market share! The last thing any company wants is a strategy that ends up harming their brand. Finding the right SEO company is like finding the right part for your car – you won’t go anywhere using parts that don’t fit, but you are likely to soar when you find something compatible.

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