Hi Team JSE!
Are you ready for the most cutting edge and, well, mainly eye-opening digital fitness and wellness marketing tips, tricks and trends? If so:
Here’s the first thing you need to know:
Snapchat is Heading Towards Facebook-Style Organic Reach Collapse:
Snapchat is creating an algorithm that’s likely going to drastically reduce the organic reach of the average user account, much the way the Facebook algorithm does.
Organic reach on Facebook is currently at around 1% Why? Money. Facebook and Snapchat are businesses.
“As organic reach dropped from approximately 12% to 6% (and now often at 1%), Facebook’s stock price moved from nearly $50 to nearly $70, adding billions of dollars in market capitalization.” – Jay Baer is President of Convince & Convert
And it looks like Snapchat is quickly moving towards adopting that same kind of pay-for-reach business model.
What’s the key takeaway here? Just like with Twitter and Facebook, the next stop for promoted content is going to be Snapchat, and it’s very likely going to be the wave of the future for social media in general.
It’s also critical to keep producing ridiculously good content and to start mastering powerful new organic content amplification trends like influencer marketing.
Applying social media sharing best practices is also essential. And that means applying these:
Hot New Top Twitter Marketing Tips:
To start with, it looks like Twitter is finally going to put an end to counting images and links in its 140-character limit.
That means quickly optimizing your tweets with a perfect balance of text, links and images will be much faster and easier.
You’ll spend less time creating super-tweets that get more likes, RT’s (re-tweets) and click-throughs to your amazing blog posts and video marketing content. For example:
The social media marketing mavens at Audiense and BlogSpot.com recently conducted some research that revealed surprising and very helpful insights into how to use Twitter to increase your brand reach:
According to their research, it’s a good idea to:
Place Your Link in The Middle of Your Tweet: This will increase the likelihood of it being retweeted by 26%
Include a Carefully Selected #Hashtag in Each Tweet: for a 33% increase in the likelihood of an RT
A Tweet with One Hashtag is More Effective that Two: resulting in a 69% increase in RT likelihood
What’s the Best Character Length for Your Hashtags? Hashtags with 11 characters get 117% more Retweets than Hashtags with 6-10 characters
Consider Using Twitter Ads (and Promoted Tweets): Why? Because brands that use Twitter ads have 13X more followers than brands that don’t use them!
Now over to the latest video marketing insights for Facebook and beyond:
Hold the Voiceover! Create Facebook Videos with Rich, Up-Front Imagery and Text-Based Content:
This is shocking, but it looks like 85% of the 8 Billion+ daily video views on Facebook are actually taking place sound-free!
According to a recent post on Digiday.com, a number of video-publishing giants are reporting that the vast majority of their video views are done with the sound turned off.
Hugely popular sites like LittleThings and news for millennials site Mic, both of which are averaging 150 million views per month, report that 85% of those views are taking place with the sound turned off.
PopSugar, another hugely popular and growing site, says silent video viewing rates are averaging 50-80%.
What’s the reason so many people—especially millennial viewers—are watching online videos with the sound turned off? Probably because they’re watching them at work!
So what’s the key lesson here for Facebook video creation and maybe video creation in general?
Well, you might want to experiment with making videos that have rich and deeply engaging visuals right at the start, and then blend those visuals with high-value, text-based content.
A great example of this kind of video is the recent JSE “How to Use Facebook Live” explainer video that’s currently on page 1 of YouTube and Google.
At the time of this post, our Facebook Live video is quickly approaching 45K views and going strong.
It’s a simple video that incorporates lots of step-by-step “how to” and top-tips text with lots of fun animation elements (right from the start) and images to keep viewers engaged.
But notice there’s no voice over?
When viewers aren’t listening to your video, then you need to grab their attention with great visuals.
And speaking of great video, it looks like:
Influencers are Mass-Evacuating Vine for Facebook and YouTube:
When Vine hit the social media scene back in 2013, its core value proposition of viewers sharing 4-second videos became an instant industry disruptor, quickly captivating both individual and businesses users.
But according to some startling digital research done by the influence marketing geniuses at markerly.com, it looks like the vine is quickly dying.
Markerly analyzed their huge influencer-behavior database and discovered that “more than half (52%) of the platform’s top users (those with 15,000 followers or more) have left the platform as of January 1, 2016.”
Many influencers are leaving Vine for Snapchat in order to benefit from Snapchat’s longer videos, brand-channeling and customizable filters.
They’re also leaving in droves for Facebook and YouTube.
Why the move to Facebook? Mainly to take advantage of the incredible 300% reach boost they’ll get when they use Facebook Live streaming video.
Why the Move to YouTube? Well, because on YouTube you can post much longer videos.
Also, YouTube is owned by Google. And that makes it one of the most powerful platforms for getting your video content to Google page 1.
But ultimately, the most important part of creating ridiculously good content, video-based or written, is:
Quickly Fulfilling Your Searcher’s Information-Seeking and Buying Intent:
According to Moz.com founder Randy Fishkin, when it comes to Google, one of the top SEO success and ranking factors is clearly capturing and fulfilling search “intent.”
When people do a Google search related to products and services, they often have two layers of “intent”: a more general information-seeking intent that once satisfied leads to a more specific purchasing intent.
When it comes to your online business, you need to be create and share content that effectively fulfills both of these search intent levels.
For example, someone doing a Google search may start with a search like “best fitness wearables 2016,” with the general intent of finding out which wearable technology is the best on the market right now and why.
Ideally, your content needs to target fulfilling your ideal customer’s information-seeking intent in a way that also captures the buying behavior that informational intent leads to.
For example, list posts are among the most highly effective forms of content.
You’re far more likely to satisfy both levels of viewer search-intent by creating blog posts and videos that list top tips and high-value review and benefits-discovery sections.
You want to load these with the latest stats and insight, but also link directly to the landing pages where people who are consuming your content can actually buy those products and services.
In fact, an increasing number of leading social media marketers are starting to focus more on creating and sharing social media posts that lead directly to highly optimized landing pages for the products and services they’re selling in the moment.
Ultimately, promoting highly search-intent-fulfilling content will also boost your email marketing sales, especially if you:
Design Your Next Email Marketing Campaign Base on the Very Best Examples!
Do you want to create the kind of instant-engagement, visually stunning emails that your email marketing list members won’t be able to resist opening?
Then check out this incredible HTML Email Gallery for some ideas on how to make your next email marketing message truly inspirational.
And if you really want to take your email marketing effectiveness to the next level, start by:
Pre-Analyze Your Next Email Subject Headline for Optimal Performance:
The amazing new Touchstone Subject Line Analyzer can actually project the anticipated open and click-through for your next email before you send it.
And not only can you “test drive” your subject titles before you send based on the apps comparison to Touchstone’s huge email performance database, but you can also cross-analyze your own email marketing data to see what’s been working the best so far with your own audience.
Bonus Tip of the Week: Get More Free High-Value Social Media, Content Marketing and Digital Business Development Coaching for Your Fitness Business and Health and Wellness Coaching Practice Right . . . Here!
The post Digital Fitness, Coaching and Wellness Marketing Tips, Tricks and Trends appeared first on John Spencer Ellis.