The Most Effective Paid Campaigns for Better Search Results

What’s the best use of your money to alter your search results and improve your online brand? Google Adwords certainly comes to mind, but it’s typically not the best paid promotion option out there for us.

Google Adwords is best if you’re selling a specific product or service. People who are looking for a specific solution search their problem on search engines -- businesses can determine those keywords and target users with their ads.

Why is this no good for us?

We’re trying to change what shows up for our names, not a competitive keyword. When people search Ryan Erskine, they’re already going to find results for my name. I don’t need to advertise for my website on top of those results. Doing so might look weird and would definitely not be the best use of my cash.

Here are a few paid promotional options I’d recommend instead:

Facebook Ads

There are three primary kinds of Facebook ads and each is useful for different purposes. The big benefit with Facebook ads is that you can choose the audience you wish to target based on age, gender, location, education, and other demographic information.

Boost a Post: This option is great for earning more traffic and engagement on a particular post. If you got an important article placed on a third party publication, this might be a great time to give a big push here.

Promote Your Website: This one is self-explanatory. Use it to direct more people to your website. If you come up with a compelling ad and can deliver on value once people click through, you have a high chance of earning returning visitors in the future.

Promote Your Page: Promoting your page is useful for driving up your page’s likes. Moz has a terrific article that argues compellingly for spending at least $1 a day promoting your page. As they say, “They are the lowest cost per 1,000 impressions ad in history. They average around $0.25 per 1,000, which is only 1% of the cost of TV.” A no-brainer if you have the cash.

Twitter Ads

Here are the two types of Twitter campaigns I find most useful:

Engagement Campaigns:

These campaigns are useful for earning more engagement or activity for a particular tweet. If you want to spread the natural reach of your tweet -- perhaps to get more traffic to your latest article -- then this is the right campaign for you.

You can tailor these campaigns on a number of factors, such as language, location, and keywords. My favorite is ‘followers,’ which allows you to target specific @usernames. Your tweet will then reach users with interests similar to followers of any of those accounts. It’s a great way of ensuring your content reaches the right eyes.

Followers Campaigns:

Followers campaigns are great when you want to increase your Twitter profile’s audience. This is not just for cosmetic reasons; a larger audience means your tweets are naturally pushed to more twitter feeds.

You can tailor these campaigns in the same way, but the best practices differ. Although tweets often do better with hashtags or links, Twitter has found that followers campaigns without these distractions do better. Also remember to be direct and include “Follow” or “Follow us” in your tweets.

NOTE: For personal campaigns (as opposed to businesses), I find Twitter’s engagement campaigns to be much more useful than followers campaigns. Growing your audience is easy enough using tools like Crowdfire, so I’d rather save that money to promote important content.

Stumbleupon Ads

People still use Stumbleupon?

Yes, it’s true. Stumbleupon actually drives 3x more traffic than Reddit and it’s the 4th highest social channel driving traffic, right behind Twitter.

Stumbleupon’s campaigns are great for getting more eyes on your content. And the best part is that those folks are pretty engaged -- a recent campaign for a client kept people on site for 2:44.

Here are some fun facts about Stumbleupon.

• Over 30 million people are active on StumbleUpon on a monthly basis

• The average Stumble session for women is 30 minutes, 22 minutes for men

• 15% of B2B marketers use StumbleUpon to distribute their content

The demographic information for Stumbleupon campaigns isn’t as impressive, but it’s enough to make your campaign reach the right users. And the analytics also leave something to be desired, but I still find myself using this platform for the consistent traffic again and again.

Outbrain Ads

Outbrain describes itself as a content discovery platform.

What does that mean? Outbrain basically places your content as an ad on another platform. You know when you’ve seen “suggested content” on BuzzFeed or CNN once you’ve finished reading an article? That’s probably thanks to Outbrain.

Outbrain is comparatively expensive -- you have to pay a minimum of $10 a day -- but I’ve seen some good impact.

Here’s a recent campaign for one of my clients that’s still in the works. I’ve spent $60 so far and earned 365 clicks out of 380,000+ impressions. Not the most impressive click through rate (just about 0.1%) but a few hundred clicks is nothing to sneeze at.

And Outbrain also tells you where your articles are getting picked up. Sure, Ghana web wouldn’t be my first choice, but I’m definitely impressed by the next few publishers on the list. Plus, now I can see what's working (and what publications I want to scrap) and make my next iteration that much stronger.

My favorite thing about Outbrain campaigns is that you can test multiple different titles and pictures for the same URL. Then you let Outbrain figure out which combination is earning the most engagement and continue serving that combination to users.

Closing Note

Remember, ad campaigns are not a quick fix to improving your search results. They are only as good as your content.

If you focus on creating quality content — useful content that adds real value — you’ll have a sustainable source of traffic for months and years to come. Got some disposable income for your campaign? Then try strategically using paid campaigns to increase your content’s reach.

If you have some other favorites, let me know in the comments below or hit me up on Twitter.

How to Start Real Conversations Using Social Media Communities

Social media conversations are just like real conversations.

The key to a great conversation is to start by listening. What are other people talking about in your industry? Does it differ from social network to social network? Spend a few minutes searching around to get a scope of the landscape.

You probably wouldn’t have the same conversation in the library as you would in a bar, right? Even if you end up talking about the same topic, you’re likely to abide by different social norms (whispering versus yelling) and have something different in your hand (a book versus a beer).

Consider social networks in the same light.

The nature and style of your conversations are going to depend on 1) the specifics of your online brand and 2) the social norms of the social network.

→ See if you can start a few relevant conversation on each of your social networks. I’ll explain some of my favorite ways to do this to help you spark some of your own ideas.

Twitter

Conversations are happening on Twitter all the time. Find some active businesses or people in your industry and see what they’re saying. Search for relevant hashtags and see what questions people are asking. Is there an obvious knowledge gap where you can be most helpful?

Here are a few specific ways to take advantage of Twitter conversations.

1. Alert someone to your article.

This is particularly useful if you actually wrote about them, but it can also be great if they fit into your target audience. When I wrote 12 Twitter Tools to Improve Your Online Reputation, I spent time personally tweeting each of the businesses I wrote about, letting them know I had shouted them out.     

It took maybe 10-15 minutes, but I couldn’t believe the engagement I received. Nearly all of the businesses retweeted me, and some of my tweets really blew up. Just for letting them know!

When I tweeted @Canva, I got favorited 7 times, and probably earned some new Canva-lover readers in the process.

2. Ask a question.

Twitter is a great place to ask questions. If you trust a particular thought leader in your industry, consider targeting them. Otherwise, just ask the general public what they think about a particular topic or article. It won’t always blow up like Buffer’s tweets do, but you may spark some fun conversations along the way.

3. Start a conversation.

Did you read an interesting article recently? Chances are you’re not the only one. Try searching the title of the article on Twitter and seeing who else shared it recently. Tweet at them and tell them what you think. You never know what kind of conversation your tweet may spark.

You can also tell your audience a fun fact, a useful tip or an industry-specific anecdote.

When I tweeted @Crowdfire back in August, I received the most engagement I’ve ever received on a tweet in my life. 128 favorites! I hadn’t even written my 12 Twitter Tools article yet, but it made me realize the potential for articles like that.

4. Engage your active audience.

Sometimes you might tweet something and find that someone else tweeted back at you. That’s terrific! Take advantage of that low-hanging fruit and keep the conversation going!

Or, if someone has shared your content, take a second to thank them for the support. You’d be surprised how much a heartfelt thank-you can mean for long-term engagement.

NOTE: You can also get involved in Twitter Chats, where a group of Twitter users meet at a pre-determined time to discuss a certain topic. I don’t have too much experience there yet, but Buffer has an incredibly in-depth article about Twitter Chats if you want to learn more.

LinkedIn

Here are four ways to spark conversations on the professional networking giant:

1. Comment on status updates

This is pretty self-explanatory. If someone shares an article related to your industry, make a relevant comment and try to start a conversation. Ask what they thought about a particular point or provide them with another article that gives a different view.

2. LinkedIn Communities

LinkedIn Communities are a fun way to have discussions with groups of like-minded peers. Find some communities that make sense for you and start by weighing in on popular discussions. Respond to existing comments, provide an insight or opinion, or even ask a thought-provoking question.

See what topics and discussions are resonating with members the most, and start asking similar questions to encourage engagement. Be wary about including links to your sites, especially at the start. You want to be seen as a valuable part of the community, not a self-promotional salesperson. If you’re diligent, you’ll eventually be recognized as a top influencer, which allows your posts to be seen by more people in the group.

3. Use status updates for engagement

You can obviously use status updates as a self-promotional tool. But a great way to get engagement is to share OTHER people’s articles, especially when you can tag them in your post. Use the @ sign just like you would to tag someone on Twitter.

4. Messages

Private messages on LinkedIn have a connotation of being spammy, but your efforts may be worthwhile if you can personalize your message for a few specific people. Consider asking for some folks’ opinions on an article, their thoughts on an industry topic, or feedback on your latest post.

Quora  

There are three primary ways to engage in meaningful conversations on Quora:

1. Ask a question related to your industry.

Quora is a terrific place to get answers or start conversations among industry experts. Remember to first check whether or not someone has already asked your question!

2. Answer someone else’s question.

Quora is a great place to share some of your industry-specific knowledge and link back to an article if it’s appropriate. If you have a terrific answer on a popular question, you’re likely to get hundreds or thousands of views on your content. That’s a huge opportunity!

3. Ask someone specific to answer a question, either yours or someone else’s.

Quora’s ‘Ask to Answer’ feature is pretty neat. It lets you target specific people in your industry to get the quality answers you seek. You can ask 15 people per question, so make your choices mindfully.

Closing Note:

There are countless ways to engage people on social media. You can find Google+ communities that match your niche, comment on Slideshare accounts that fit your brand, and ask questions about a particular Instagram post. These are just a few of my favorite ways on some classic social networks, but I encourage you to explore your own.

How to Get Organic Backlinks Using Your Existing Network

Despite what you might hear, backlinks are still a critical part of ranking well in search results.  

One way to earn backlinks is through publishing high quality content. If you write articles that people want to share and link to again and again, then you’re well on your way to earning your website lots of authority.

But given that backlinks are so important for rankings, is there anything else we can do to earn more of them?

Yes!

Asking Your Existing Network!

Asking your existing network doesn’t mean go and ask your entire address book to link to your website. You’re bound to come across as spammy, and irrelevant links won’t do you much good anyway.

Instead, make a list of websites where you’re currently mentioned and a separate list of websites where you ought to be mentioned, but aren’t yet.

Having trouble? Here are some common places:

• Your company’s website

• Your school/university website

• An alumni organization

• A philanthropic organization or charity

• An author page from a web publication

For instance, I found a page on my company website, an author page from the Bowdoin Orient (my college newspaper), and an author page from Social Media Today.

Then, ask yourself the following questions about each website.

1. Do I have an ideal URL slug?

   1. www.example.com/ryanerskine would be ideal

2. Do they link to my website or social media properties

3. Is it appropriate to ask for a longer biography or to have my name used more times?

I’m all set on Social Media Today. I have a link to both my website and Twitter, I’ve got a nice bio, and my URL slug is http://www.socialmediatoday.com/users/ryanerskine.

My company page is a mixed bag. I have a nice bio and my name is used several times, but there is no link to my personal website. (However there is a link to my BrandYourself site.) It would also be nice if I could get my URL slug to change from /rerskine to /ryanerskine.

My author page on the Bowdoin Orient is a good example of one with a lot of potential. There is currently no bio, no link to my website or social media, and my URL leaves a lot to be desired: http://bowdoinorient.com/author/685

Reaching Out

Once you have your list, it’s time to reach out. For my company, it’s appropriate for me to just ask the dev team, but I’ll need to send an email out to someone at the Bowdoin Orient and see if they can do anything.

No need to defend or explain yourself. Start with a small explanation of who you are and keep the rest of it short and sweet. Remember, you want to make this as easy for them as possible.

As an example, here’s the email I sent to the web developer at the Bowdoin Orient:

Hey [NAME],

I’m a ’12 graduate and a columnist on the Bowdoin Orient. I was wondering if it would be possible to make two small changes to my online author page:

1) Could we change the URL slug to be bowdoinorient.com/author/ryanerskine — right now it’s http://bowdoinorient.com/author/685

2) Would we be able to add a link on my author page leading back to my main website, ryanerskine.com?

Thanks in advance,

Ryan

He got back to me and explained that the two changes weren’t possible right now but that they were likely to change the system in the near future. It’s not an ideal answer, but now I can put that in my calendar to reach back out in a few months and see if anything has changed.

The process is actually very simple, just remember to remain polite and courteous. If anyone makes a change for you, remember that they are doing you a favor.

If you have any questions, reach out on Twitter and I’ll be happy to help.

How to Get Published on Major Web Publications

There could be a whole course on getting guest posts on third party publications. There’s a lot to learn about list-building, pitching, and maintaining editor relationships.

At the risk of oversimplifying, today we’re just going to tackle the basics.

1. List-Building Publications

The first step to getting published is to know the places you want to target.

If you already have some ideas, jot them down now. Is there an industry blog you’re particularly fond of? Could you publish on your company blog? What about the blog of an organization you’re involved with? A publication you have a connection to?

Get your ideas down and then it’s time for a little external research.

Do a quick Google search for the best blogs in your industry that accept guest posts. I might try “the best reputation blogs that accept guest posts” but I could also try marketing, social media, or something similar.

Then, do your due diligence. Once you find a list of sites, look them up to make sure they’re legit and their content fits in with your brand (and the content you want to pitch them!) You might want to check the sites out on compete.com to learn how many monthly unique visitors they get. You can also check them out on mozrank to figure out the authority of the page (i.e., how valuable it is for you to be on there.)

Of course, remember that getting on a decent site in your industry is better than none at all. Baby steps.

2. Find Pitching Requirements

The next step is to look up the requirements for pitching to particular publications. Some places ask for a specific subject line or certain formatting requirements. Ignoring these directions is the easiest way to get rejected.

This is easier than it sounds. When I search “techcrunch post guest post requirements,” the first thing that comes up is A Guide To Guest Columns On TechCrunch, a whole page on this written by TechCrunch for bloggers like us.

3. Building a List of Editors

Muckrack is a tool we use at Brandyourself to get access to email addresses of editors, reporters, and writers. I find this tool invaluable, but if you don’t have this kind of access, there are a couple of things you can do.

• Look up the masthead. Do some investigation online to find contact info of the editors. Some publications will have names and email addresses right there on the Team page. Others will just have the names, but you can search them online and often find their contact info no problem. It’s not as if publications are exactly hiding from .

• Use submission forms. Some publications, like the Huffington Post, have submission forms where you can pitch your blog post without having an editor’s contact info.

4. Draft your pitch.

The last step is to draft the email you’ll be sending out.

Here are some best practices I’ve learned from experience:

1. Use an engaging and simple subject line. I like GUEST POST: Name of the Title Here.

2. Address the person by name.

3. Explain quickly what the article is about and why it’s important for the publication. Maybe it hasn’t been covered yet. Perhaps it’s super timely. Or it’s right in their wheelhouse.

4. Keep the email short and sweet. Imagine if you had to sift through hundreds of these every week.

5. Copy and paste the article (with copyright free, cited images) directly into the email. I attach the word doc too but this extra step is useful because I’ve had editors tell me they don’t open attachments.

5. Send ‘Em Out

Once you have your list of editors, your publication requirements, and your pitch, then it’s time to send out your emails. Even with a terrific piece, this is primarily a numbers game. Remember that this is basically the email equivalent of cold-calling until you start developing some real relationships with these people. Try following up several days later and don’t be discouraged if you don’t get a nibble on your first try. It might take a few more articles and a longer list of editors before you begin forging those editorial connections.

How to Grow Your Instagram Following, Quickly and Organically

I'm going to show you an easy process for growing your Instagram following. 

I’ve used it to grow my following from just a couple hundred to a couple thousand in a few weeks’ time.

And it’s not just the amount of people following me. Look, my likes have skyrocketed over the same time period:

Not bad, right?

So let’s get started. For this process, you only need Instagram and Crowdfire on your phone.

Open the Crowdfire app, connect your Instagram account, and then click Copy Followers.

Enter the name of someone relatively big in your niche on Instagram. The goal here is to find someone whose followers are likely to want to follow you too.

I picked mealsandreels (they are DevourPower now if you want to check them out.) I love their food content and their followers will hopefully like mine too!

Then go to town clicking the + button. You’ll be quickly following the most engaged followers of the account you chose.

Do it until Crowdfire tells you to chill out. Why the limit? Well, Instagram puts in follow limits to stop spammy behavior so we’ll have to wait another hour before doing this again.

Rinse and repeat as you desire. Then, go back a few days later and open up Crowdfire’s Non Followers section.

Now go through and mass unfollow everyone who’s not following you back until you can’t anymore. Obviously, feel free to continue following accounts that don’t follow you back. But this is how you keep your ratio of followers to following nice and tight.

The last step is to dive back into Instagram and check out who you’re following.

I review each account for a second to see if they have a feed that interests me. If they do, great -- I’ll keep them. If not, then I’ll unfollow them.

I’ve had people tell me “but that’s so mean! You follow them just to unfollow them?!”

Look at it this way...if your feed looks anything like this, there’s just no reason for me to be following you.

And that’s all there is to it! Continue using the combination of 1) mass copy followers 2) unfollow non followers 3) unfollow uninteresting accounts individually.

How to Make Custom Pinterest Pins on Canva

Canva allows you to make killer slideshows and infographics, but that’s not all it’s good for. You can also craft your own made-to-order Pinterest pins.

Now why would you want to do this?

Well, let's say you just finished writing an article. You’ve shared it on Twitter and LinkedIn and now you’re ready to expand your audience to Pinterest users.

You could just pin it from your blog, but then you only get a simple image. 

Not bad, but when people are scrolling through hundreds of pins, your image gives people little indication of what you’re actually sharing.

See how my article gets lost in all the noise? It's colorful but the other pins are longer and have great-looking text right on the image. Makes them awfully clickable, doesn’t it?

So let’s do the same thing to our pin.

Open up Canva and get started on a Pinterest Graphic.

Throw in the image you want to use. I like to enlarge it and see if there is a good spot to put the title.

Obviously, this one worked out well because of the convenient speech bubble. But you don’t need that to make this work.

Here’s another I made -- I just found some empty space on the bottom and threw the title in there.

Check it out -- my pin is much more obvious now thanks to the title and vertical layout.

Next time you finish an article, try this strategy out and see if you can get a bit more engagement on Pinterest and drive more traffic back to your blog.

Reach out on Twitter to show me what you came up with!