Tools don’t make the marketer, but they sure as heck make the marketer market better! One of the questions we get asked oh so often is what tools we suggest. Well, suggestion a tool and actually USING a tool are two different things. Internet Marketing Agencies don’t usually kick your results up a notch strictly by intuitively knowing how to tweak word here and by throwing a switch there- they use tools to boost their own skills. Here are 6 of the tools we use for our own clients- and we know we aren’t alone!
BuzzSumo is a Freemium online application made to help content marketers research and create the kind of content that people care about, as well as to help determine who already has a proven interest in those topics.
Simply pop a topic you are thinking about covering and BuzzSumo will show you the most popular existing content about that topic as determined by the number of times that content has been shared. You can break down those shares by how/where those shares happened, and even trace back where back links to the article are coming from. This is great for deciding if a topic has sufficient interest to justify your time to write about it, and it will give a you a leg up on finding out who might be interested in linking to or sharing your finished product.
The paid versions of the tool add more tools like unrestricted and unlimited searches exportable data, trend tracking, and outreach lists which are great for white hat link building.
If your agency is being tasked with creating the kind of content that will drive more traffic and ultimately more qualified leads to your website, knowing what sort of content is already working is huge. It’s always easier and more effective to drop your line where the fish are already swimming. Likewise, it will help your agency to know what influencers may already be showing an interest in that topic as they are the most likely to help share that content and link to it.
It’s free to use BuzzSumo for a half dozen searches a day. These searches are limited to basic information such as a link to the article itself, a run down of where that piece has been shared, and a view as to how many shares there are.
To dive deeper and unlock unlimited daily searches, you can sign up for one of the 3 premium plans which start at $99 a month and go up to $1000.
Chances are, you are already familiar with Hootsuite, by name if not by reputation. The tool is one of the two most well known social media dashboards in existence, and for our money, it’s the most useful one that we have come by.
Hootsuite allows you to connect multiple social media platforms under one dashboard, which is a great time saver if you have more than one or two platforms to updated. Unfortunately, that seems to be where most people stop using the tool, which is a real shame as that just scratches the surface of what this tool is capable of doing!
The tool also has some great conversation and tracking abilities, a fantastic tool for pre-scheduling content, a very easy to understand analytics platform for tracking how well your posts are doing, and an app store which gives you access to dozens of extensions to further power-up the tool with various 3rd party integrations.
If your agency is helping you with your social media marketing, chances are that they are either using Hootsuite or HubSpot (or possibly even both). Besides the fact that it adds a huge level of convenience to the mix, the fact that you can bulk-upload updates (with the premium version of the tool) allow an agency to plan entire months of a social media campaign in advance.
The “Pro” plan starts at $9.99 a month for vastly expanded options, though you can add ala carte items through the Hootsuite store. Of course, there is a free trial of the Pro option, and you can always use the free version which is still an incredibly useful tool!
Twitter is one of the “Big 3” social networks that everyone knows they need to have a presence on, and yet so few people really seem to understand how it works. Companies pay so-called extras to delivery hundreds or thousands of followers in the mistaken assumption that this will make your company look more sought after and drive new business. They blindly follow anyone and everyone they come across, and they never really stop to see just how their content affects their success (or lack of) with building their brand online. Crowdfire is designed to help correct those lazy habits!
Launched in 2010, Crowdfire gives you a dashboard where you can quickly see stats such as who has followed you, who has unfollowed you, who you follow that doesn’t follow you back, when people started or stopped following you, and it even gives you suggestions as to whom you might want to connect with based on the people who are already interacting with you! The tool also gives you the ability to set up an autoresponder so that whenever someone begins to follow you, they will receive a private message of your choice.
Most agencies who know what they are doing will tell you that a million on one inactive or unmotivated followers will hurt you rather than help you, and that following a lot of people who don’t follow you back (or whom stop following you once you follow them) is equally detrimental to your Twitter strategy. Crowdfire makes it much easier for your agency (or for you) to keep your list clean and balanced. Like wise, it can help with your link building strategy by giving you strategic suggestions for whom to connect with. Many of these suggestions are the type of people who make great candidates to help share your content- assuming it’s great content of course!
The starter edition of Crowdfire is free, and it has all of the basic but awesome tools that I’ve already mentioned. More in depth options exist in a variety of premium packages starting at $9.99 per month.
Keyword.io (that’s the web address by the way) does exactly what it sounds like it does: it helps you discover and plan keywords for your content!
Ever since Google started making changes to their own keyword tools a few years ago, marketers have been scrambling to find simple to use tools that will help them come up with the magic phrases that will make their content rank well with the search engines, and Keyword.io is all about ease of use! You simply pop a topic into the bar, and boom- out comes up to 750 suggestions
Because the tool isn’t an actual google product, it can’t show you actual data from the search giant based on your site like the Google keyword tools do, but it does base it’s suggestions in part off of data it pulls from the Google Search Box. For quickly discovering long-tail keywords, this tools is fantastic!
I’d be lying if I said that most agencies have given up on using the Google Keyword Planner for doing key word research. At the end of the day, that’s a tool that every marketer needs to use to the best of their ability. The Keyword.io tool is a great addition though, and for quicker/easier suggestions, this is a the new go-to tool.
The basic version of this tool is free- you don’t even have to login anywhere! If you need to kick things up a notch though, you can upgade to the pro plan to get twice as many long tail suggestions, tons of additional information that is hard to get through the traditional Google Keyword Planner, and – if I am being honest- a much easier to digest dashboard than any other keyword tool I have come across! The pro version starts at $48 a month and goes up to $88.
I’m not sure if Basecamp is the world’s #1 project management software, but it certainly is the most popular one for agencies!
Basecamp is a simple to use and full featured project management platform that allows teams to corroborate on project, create and complete to-do lists, create web-based text documents, share files, view milestones, track time, message in real time, and even create “client portals” which allow clients to view certain portions of a project but not others.
Besides the obvious answer of “they use it to manage your projects”, they are probably also using it to keep track of billable hours, keep historical records of what they have done (what has and what has not worked), and use the Client Portal function as a bit of a marketing tool to help show what they are doing for your company. The version you see will most likely be a very clean version of what the internet marketing agency sees, and most agencies will allow commenting through the client portal, but not the ability for the client to make further changes.
The base package of Basecamp is $29, and for businesses that don’t need the client facing portion, this $29 package is probably all you will ever be, but if you need the “Clientside” product, you’ll jump up to $79 per month.
I actually have a soft spot for web tools that actually tell you what they are in their names. Nothing is quite as irritating as having to do a bunch of research just to translate a “fun” and “quirky” name into what it actually does. In this case, HubSpot’s Website Grader is exactly what it sounds like- a great (free) tool to help you (or your agency) figure a rough idea of where your current website stands in terms of things like accessibility, SEO, social media, and blogging.
It’s not an exact science, but it IS a great way to get a base reading on ROUGHLY where you site is strong and where it needs help. There are issues…the grader doesn’t always recognize the plugins or the programs you may have built into your system…For instance, we use a marketing automation system that the HubSpot grader doesn’t recognize, and likewise it doesn’t seem to read our preferred social sharing plugin (and because of those two things going unrecognized, it penalizes our site’s score by a few points), but it’s still a great way to see the general areas you have been successful in, and a great reminder of what pieces may have gone ignored!
While it’s no surprise that most of the HubSpot partner agencies make the Website Grader one of their first stops when they are talking to a client (or potential client), you’d be amazed by how many other agencies use it as well. It’s a great way for an internet marketing agency to see where they can help the most and to do it without spending valuable time and resources on an in-depth audit at a time where they may not yet have secured the client.
Free- and you can’t beat that, can you?
Roughly a year ago, I decided that I would make a point of publishing new content on (what was at that point) the fairly new LinkedIn Publisher platform, and try to do it on at least a semi-regular basis. I had been on the LinkedIn platform since 2005 and was a big fan of it’s potential as being more than a simple online resume tool, but rather as a powerful marketing tool, and I was excited to try my hand at doing a personal blog (or sorts) that already had a built in audience…Publishing on LinkedIn saved me the HUGE task of chasing down an audience!
It’s been a little over a year (as of today…July 30 2015) and I’ve posted 16 pieces in that time. Some of them have had considerable success, and some have landed with a resounding thud (well…that’s not true…most of the bad ones actually produced SILENCE). The experiment was to see first hand what works and what doesn’t work, as well as to see what effect it would have on my personal brand.
So that you might be able to skip over some of the ramp up I have had this year, I give you my own personal findings as well as some info from the experts along the way. None of this stuff is what I would call “scientifically proven”…it’s a cross between anecdotal and a fair amount of evidence based assumptions, but it should give you a good jumping off point for figuring out what content performs best on LinkedIn Publisher!
1. “How To” Posts Are The Surest Path To Views.
This should come as no huge shock to anyone who does content on a professional or even semi-pro level, but articles that teach people specifically HOW to do something tend to be some of the most popular and are definitely the safest best to catch on. You can do a piece about how to set up a Facebook cover photo in Canva, how to cut your computer’s boot up time by using a few readily available online tools, or how to do a Gmail mail merge and you are almost certain to get some interested views/engagement (Assuming you have at least a respectable network of connections). The trick is that you have to show some real detail; skimming over steps in the process is a sure way to lose the interest of your audience.
Some of my favorite how-to pieces are from Neil Patel off Crazy Egg/KissMetrics fame. Whether on his blog or when he is publishing on LinkedIn, his articles are always very in-depth (with some great visuals) and always packed with valuable and specific How To content. The image below was taken from his recent “How to Generate Leads From Content Marketing” article and it show’s the clear and approachable way he does things. It’s a great template for how to create fantastic and relatable How-To content that is share-worth!
2. Humor Posts Can Work Well For You, But They Can Also Work Against You.
The second article I ever published was a tongue-in-cheek piece entitled “”I Think I Need to Break Up With Your Email Newsletter”. It was written over the space of about 45 minutes, and it was a farcical Dear John letter to a corporation where I dissolved a floundering romantic relationship with an increasingly abusive email newsletter. It had a real point, but it was definitely written to be lighthearted and a bit ridiculous. I figured I would see a couple of hundred views, but instead it went on to drive more than 11,000 read, nearly 500 likes, 73 comments, and several hundred shares. I was elated! This was the power of well directed humorous writing, and I was hooked.
The problem was that I misunderstood what had happened. I made the mistake of thinking that humor was the key to the article’s success. It certainly helped of course, but the real reason it caught on was because it was relateable and gave voice to a problem (or at least an irritation) that most of us have. By focusing strictly on trying to be clever, I completely missed that important piece of the puzzle when I latched onto the ha-ha’s.
My next several pieces were all humor laced rants about issues that I was facing. Honestly, I still think a couple of them were some of my funniest work to date, but none of them really caught on. Why not? Because I wasn’t delivering real value or giving voice to my audience. I was ranting about business issues that irritated me and using a string of one-liners to do it. I made it about myself and my circumstances and ignored the larger audience, and they responded by not responding.
It took me another 6 months to fully realize where I had gone wrong and then use that knowledge to write another piece that would actually get some legs under it.
The lesson I learned was that humor can be a very powerful tool when publishing on LinkedIn, but it has to be used to accentuate the content, and not to actually BE the content. Value first- laughs second.
3. Long Form Content Get’s the Most Shares…and Respect.
This is the one that flies in the face of what so many people have assumed to be the truth over the past few years…
We live in a “BuzzFeed” culture where people have short attention spans and are always looking for small “snackable” nuggets of content, so well intentioned but misinformed people have been telling anyone who will listen that your posts should be quick fly-over pieces…no more than 500 words so that you don’t lose your audience.
The problem is that this isn’t true.
Oh, sure it’s true that people really do have shorter and shorter attention spans and that they do like quick “snackable” bites of content, but they also want quality and in-depth content, and study after study shows that long-form content performs best.
Noah Kagan (the entrepreneur who brought us AppSumo, which is awesome…if you aren’t already on their newsletter, get on it…some of the writing is amazing) did a study of 3000 LinkedIn Publisher posts last year for his blog OkDork, in which he pulled apart what posts on the platform performed the best. There were several characteristics that the most successful posts had, and one of the most telling of them was that people DO perform long posts (specifically, those that range between 1900 and 2000 words).
“Okay, but I thought you said they want quick and easy to digest content…”.
They do. You need to make sure that your content is broken down into bite sized snacks by using bold headings, bullet points, and images to break up the content (sort of like I have done here). That makes it simple for people to pull small chunks of information out of a larger and deeper piece of content. It’s easier on the eyes, it’s easier to take in, it’s easier to retain, and it still allows you to go in-depth with the larger article and provide the kind of information that people will pay attention to!
4. Use BuzzSumo to Find Well Performing Topics.
For those not yet acquainted with BuzzSumo, this free-mium product is an awesome research tool for finding out if a particular topic is already getting traction on line, as well as to find out who is already sharing information about said topic. This info is VERY useful for deciding what topics you will select to write about, as well as to find out who you may want to reach out to when sharing your posts. This works for getting more views on your blog, articles, and yes- for LinkedIn Publisher pieces. Simply go to BuzzSumo and type a topic into the search bar. The tool will then (on the free version) show you the top 5 pieces of content (based on shares) in regards to that topic, and by clicking onto those share numbers, you can also see WHERE those pieces were shared.
This will allow you to pick topics that already have a proven audience, but it will also allow you to make sure that you aren’t getting into a massively crowded swimming pool if you don’t really have a new and fresh angle to add to the topic when you are publishing on LinkedIn.
I’ve recently begun using the tool when doing client blogs to make sure that the topics we write about are relevant as well as to know who I can share the content with. Chances are, if someone already shared a few articles/posts about the same subject, they may be interested in sharing (or at least reading) a fresh take from you as well!
I’m not saying that you should ONLY write about things that are going to get big shares, but when you are putting together “Tent Pole Posts” (the “big gun” pieces that you plan to build your reputation around), knowing whether or not the topic already has an audience can save you a lot of time and heart break!
5. End Your Posts With A Call to Action.
I’m still going back into my posts and doing this one…
If your post does well, and people find it…start interacting with it, sharing it, all that good stuff…do you have some sort of end goal in mind for what you want them to do? Chances are you want them to connect with you, to follow you, or (gasp!) buy something from you. Do they KNOW what they are supposed to do though? If you don’t have a clear call to action, chances are that they don’t!
See the screen cap below for an example of how to add a call to action as well as how to link to previously existing content (which is #7 if you were curious)…
6. Link to Your Other Posts (Once You Have A Few).
For anyone that does SEO on any level, the concept of internal linking is pretty common and basic stuff. It’s just linking from one page to the next on your site so that visitors (and the search engines) can move from one piece of content on your site to the next. It helps them find further information that might benefit them and it helps you keep them engaged and on your site longer.
The same basic principle applies to LinkedIn Publisher. Once you have a small handful of posts published, it’s a good idea to go back into your posts and start cross linking as much as you can. Besides helping you spread the messages you have already written to a new audience, you also increase the chances of adding these people as followers once they see the wealth of your knowledge.
7. Share Your Post on Twitter and Facebook With a Link Back To Your Post.
Linkedin Publisher gives you the option to push your piece directly to Twitter during the same step where you confirm posting the article to LinkedIn. To say the least, this is never a bad idea. It’s been my experience that having your post shared on Twitter will only get your post in more hands, and that -if LinkedIn sees the piece starting to get a lot of views- they will often give it a bump themselves and maybe even feature the piece in one of their Featured Categories, or even on their Pulse platform. If you can get your post featured on those, you’ll definitely see yourself get some quick traction!
So, while it should go without saying that you want to share your posts on other social networks, remember that there is a strategy of a larger pictures as well: to get LinkedIn to notice the additional traffic!
8. Opinion or Philosophy Pieces Don’t Generally Catch Fire As Often.
The problem with Opinion or Philosophy posts is that a.) They are subjective…what you see as sage wisdom might not fit the truth others experience, and b.) these posts are really about you and not about your audience, so you have a far smaller chance of them resonating or even being read.
That’s not to say that I don’t think you should ever write these types of pieces. Sometime we all have to put a piece of ourselves out there for the world to chew on…it’s therapeutic, but just understand that -generally- you might be speaking to an audience of one.
9. Results Are Not Always Consistent- Don’t Take It Personally.
My first post has- to this date 706 views. I’m pretty lucky to have gotten that many since it was pretty rough. No pictures, no links, and it was based on educating a very small selection of niche of people. That’s fine though- it was a jumping off point, and most articles don’t get that many views. The real problem came with my second post…It got over 11,000 views, 481 likes, and 73 comments. The post was picked up by Pulse and became one of the top 100 posts that month. I was in writer heaven!
The issue of course is that I got a tiny little taste of online fame right at the beginning of my LinkedIn Publisher career, and that created a monster.
I spent months afterwards trying to re-capture lightning in a bottle. I obsessed over the the counter on each subsequent post, and to this day I haven’t been able to get that kind of engagement again. About 6 months later, I did end up back on the weekly top 100 list, but it wasn’t the same.
I’ve come to realize since then that there is no real consistency. There is no formula for sure-fire success with the platform other than to consistently publish amazing content so often that people get upset when they don’t see you post for more than a week. Neil Patel is the most immediate example of this.
The lesson though is that you can’t take this stuff personally, and if you are expecting to go “viral” every time you write a new post, you are inviting a world of ego-hurt onto your self. Post because you have something to say. Post so that people can get to know you. Don’t post simply for the glory- nobody hit’s a home run every time they are at bat.
9.5- Tweet your post to “Tip@LinkedInPulse”.
This is a very cool tip that I picked up from from several of the biggest names (or at least the biggest numbers) in the LinkedIn Pulse game…By tweeting your post with “Tip@linkedinpulse” youpass the article under the nose of the editorial team for LinkedIn Pulse, and drastically increase the chance they will actually see your article and give it a coveted seat on the LinkedIn Pulse bus!
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