With the advent of the web 2.0 comes a shift from simple and bland web pages to dynamic and interactive web platforms. It is now possible to create a social media site that does not only attract new businesses, but also foster relationships and create opportunities for other people.
The possibilities are endless and the barrier to entry is becoming ever thinner that one has no other choice than to key in to the new phase. Or rather, the new craze.
Every day, we see another social media site popup with the claim to become the new Facebook or the new Instagram. Even more, we are bombarded with jargon such as likes, comments, shares and viral content – words previously that never had any significance in the grand scheme of things.
But internet entrepreneurs are not giving up on the dream to create their own social networks using newer ideas and strategies. According to get2growth, there are about 472 million entrepreneurs worldwide running 305 million start-ups annually, out of which 1.35 million are internet based.
Some of these entrepreneurs, who run social media networks, have found that the proven path to success is to have an intuitive idea plugged into a quick go-to-market strategy. Nevertheless, most importantly, finding the sweet spot between what’s important for the customer and what intrigues them is an important trigger for virility.
That is why the easiest way to create a social media website or forum today is to create a platform that is positioned to go viral. So, how do you go about that? This article provides some useful tips.
1Know what’s important to the users
What the user needs is the first consideration when you want to create a social media website that goes viral. Without fulfilling this need, there will be no need to create an online community in the first place.
That is why the first question to ask is, why should people use your site instead of the other available platforms? How do you create a unique social media site so that users will always have a reason to come back?
Think of it this way: Will a user become so excited about a feature or tool on your site that they encourage their friends to use it too? Or will your site help the user connect with their friends in a way other social networks do not?
If you can find the things that are important to the users and create your site around those things, then you would have a community that others will really want to be a part of.
2Integrate features that encourage interactions
Online interactions are the fuel on which online communities thrive. The desire to interact is why there will are forums and social networking sites, so it’s important that you integrate features that foster interactions and encourage users to create exciting content.
A good way to do this is to use a platform that provides powerful tools for creating beautiful social networks. Here you have two options: Use white-label social network creators; Ready-to-go solution like Ning; or build-it-yourself frameworks like Django (Python) or CakePHP (PHP).
The most important features to consider are the site layout, community building options (such as forums, pages and groups), call-to-actions, and the site navigation. The plan is to intuitively provide users the freedom to choose how they want to interact.
3Provide powerful visual and creative tools
Users make the rules when it comes to what is shared or recommended online, so it’s wise that social networking sites provide the tools to encourage required users’ behaviours.
For example, users tend to spend more time on sites that encourage some creative activity. If that activity produces a visual result and the option to share, the user will be more likely to share it with a friend.
A survey published on Adweek revealed that users are more engaged on Instagram than on Facebook, Snapchat and Twitter. Instagram is cozy. This lends credence to the claim that visuals and creative tools can help keep social network users engaged and even more willing to recommend content.
As you may know, Instagram allows more visuals than all the other platforms, with users sharing full-size landscape and portrait photos that may fill the whole of a viewers screen. This gives more content visibility and increase in user engagement and sharing, which is no surprise seeing the immense growth recorded by the platform even before it was acquired by Facebook.
4Push notification is a must-have
Creating a social media site that goes viral requires keeping users updated on the activities happening in their network. You never know which notification about something a user cares about will trigger an engaging discussion with potential to go viral.
Push notification provides real-time access to content on devices, especially mobile, and encourages return visits and more on-site activity, which are useful metrics for the growth of social media sites and any other site type for that matter.
Not incidentally, users tend to value push notifications more when the content delivered is useful. According to this survey, 70 percent of users were happy to enable push notifications on their favorite apps. This reportedly doubled click through rates when compared to email notifications and a higher response rate compared to when notification was not deployed.
Activities such as these improve the chances of making a social network go viral and quickly increase user growth.
5Create the set-up with “shareability” in mind
Building a successful social network requires that the end is considered right from the beginning. All functionalities must be planned according to the user behaviors anticipated. A social network set up to go viral will therefore, have to consider shareability right from the beginning.
The site setup should include layouts that allow users to easily access, interact, and share content. Features such as sharing buttons, call-to-actions, tagging, image size, and site layout can encourage sharing among groups and help position content in places where they are more visible.
The better user-interface, the easier it is for users to navigate through the site and access more useful content, which increases user engagement and shareability. However, do not forget to analyse and measure your social activity – the Holy Grail of engagement.
So, what plans do you have?
Creating a social media site that goes viral is never an easy task, but if you know what you are doing from the beginning and have a workable plan, you should be able to find some success.
You just need to come up with a strong idea that your users believe in. Something like a unique selling proposition that actually feels a need for the majority of users.
A simple change in the way a user report a story, tag photos or share their passion can be enough to make your social network the rave of the moment. But you need to have a unique plan to take you from zero to hero.
So, what is your plan?
This article was originally posted here on Entrepreneur.com.
The Launch Of Instagram TV
Giving a run to other institutions for their money, Instagram today has launched IGTV, a new application that will allow users to upload videos on its Instagram facility.
Commencing with one minute long videos, speaking at the launch today, Instagram CEO, Kevin Systrom, announced that users can now upload up-to an hour long video. This application will allow famous videos from celebrities. However, with IGTV, one does not necessarily need to be a big-name or famous, since creative individuals and groups can upload videos.
For now, everyone who enjoys the clutter free, easy to navigate Instagram, will be able to upload an hour-long video, except the smaller and new accounts that will enjoy this application after the expansion of the facility. This application will be globally available on Android and IOS and will allow viewers to browse through many longer videos, as well as visit the browse tabloids or suggest followed videos.
Furthermore, viewers will have the choice to watch ‘old’ videos and also get notifications on recent uploads. IGTV will also allow creators and inventors to develop Instagram Channels with various videos that other viewers can subscribe to, drive traffic of viewers to particular videos, granting the inventors the capability of uploading clear links of the video.
Systrom confirmed that there will be no advertisements on IGTV for the meanwhile. He added that this is still a great platform to put up advertisements at a later stage, as creators or inventors put in more time into videos for IGTV. This translates into an opportunity to make money. Instagram will not pay creators for the IGTV videos at this stage. IGTV has so much potential since creators will be from the over 1 billion current Instagram subscribers. At the same time, this could be big business, since the number of subscribers may rise.
Expectations are there to add to the monetisation option, and these include the potential of Instagram getting profits close to $5.5 billion in 2018, as compared to Facebook, which is just above $202 billion.
Moving up from just filtering and sharing photos, today Instagram has advanced from mobile networks, screens, and cameras, of which neither the longer videos could be supported. This has opened a new mobile TV for teens and families.
Additionally, Instagram can become the dependable place to view something on that small screen via creators’ and publisher video content curation, as opposed to YouTube, which always has a wider breadth of content.
5 Steps In Adwords Competitor Analysis: A Practical Case Study
In the second part of this article, we’ll be getting practical. What steps to take and what to do in each step.
In PART ONE of this article on the importance of competitor analysis in an Adwords campaign, we demonstrated to you the value that can be uncovered by performing a proper analysis of what your foe is up to on Adwords and how they can actually help you do better.
In the second part of this article, we’ll be getting practical. What steps to take and what to do in each step.
Pens sharpened? Batteries charged? Lets go!
As a case study of a local Adwords campaign, we’ll be taking a look at one of the main spenders on PPC in South Africa, booking.com, and see what information can be gathered about their competition in paid search results.
Step 1. Find out who your client’s true competitors in paid search are
First of all, let’s get on the same page, by stating that your organic and paid search competition is not the same thing. If you know who you share the SERPs with, it doesn’t mean that you’ll share the paid ads section with the same set of companies.
Booking.com knows what we’re talking about.
Here’s the organic part of the SERP for ‘book a hotel’. Booking.com shares it with Trivago, hotels.com and Agoda.
They could have thought: Okay, so these are my competitors, I know what they’re up to, I’ll look into their strategies and I’ll be fine in both organic and paid search. But wait, what is happening there at the top of the SERPs? Who is this dark horse?
It’s Expedia! In organic search it stands further down from booking.com than the rest of the domains from the first page, yet in paid results Booking and Expedia are the closest rivals.
But that is just one keyword. There are many other keywords for which the companies want to advertise in Google, so to know whether you’re actually competing with them, you need to evaluate your competition level.
It’s a simple process of comparing the number of keywords you have in common versus the number that are unique with that competitor.
By estimating this value, you can distinguish your true competitors from big generic brands, niche competition and temporary distractions in the paid search.
Jokes aside, Booking and Expedia share a relatively similar online presence and are, of course, familiar with each other’s PPC strategy. That said, if you’re not a huge domain and know your usual competitors, it is even more frustrating to miss an audacious market newcomer or an organic outsider trying to cut the line and get to the top of the SERPs with an aggressive PPC campaign. So, the analysis of your true competition should be performed regularly. For the agencies that we support, we usually revise the competitors list once every quarter.
Step 2. Estimate your competition PPC budgets
Now that you know who you are rubbing elbows with in paid search, try figuring out how much they spend on PPC. There’s no way to know exactly what their budgets are (except for corporate espionage, but we don’t recommend that), but you can still make use of an estimation.
For that, you need to know how many keywords they target in paid search, what their cost-per-click values are, as well as their estimated search volumes. That is practically impossible to reveal manually, but the competitor analysis tool in SEMrush for example provides you with an estimation of the company’s PPC budget based on the data from their keyword database. Similar tools should be found in whatever quality software you’ve opted for.
Here’s the info we could gather about Booking.com by solely analysing the keywords for which it was showing up in paid search and the CPC values of those keywords.
Though it is a rough estimation, this info is helpful in planning your PPC campaigns in a way that meets with market trends.
Step 3. Find out your competitor’s unique keywords
What’s even better about competitor analysis is that it will help you save time by not needing to do the tough jobs yourself by letting you (legally) steal the best ideas from your competition and dwell on them. Remember, if you’re doing it to them, they’re probably doing it to you as well! All’s fair in love, war and paid advertising!
What’s the practical value of this? Well, your competitor’s unique keywords can be your missed opportunity.
By comparing the keywords that Booking and Expedia are bidding on, we see that there are a lot of keywords related to means of travelling and travelling companies in Expedia’s portfolio, but they are missing in the Booking.com set. It is obviously just another tactic for such a big brand, but for a smaller company, this comparison list could be a golden goose of new ideas.
Step 4. Research your competitor’s ads and banners
If you have ever been online, you know that the SERPs are crowded. The served results in both organic and paid search have to constantly overcome the viewer’s lack of attention, so the message in your ads should be short, clear, and actionable.
Your competitor’s copy can be a great source of information.
Comparing your ads to your competitor’s allows you to see the context and the standards of messaging in your niche and adjust your voice to or diversify from the usual tone.
Also, sometimes you need to develop multiple ad copies with similar content. Whenever creativity abandons you, you can look into your competitor’s copy and borrow a few ideas from them.
Step 5. Check your competitor’s target URLs
Imagine running an online retail business. Summer sales are coming, and you want to promote your goods with an AdWords campaign. Apart from the keywords that you want to bid on and creating appealing ad copy, you also need to think about the page which your ads are going to take your leads to.
Is it common in your client’s niche to have a specific landing page for a promo like this? Or is it enough to have banners on the home page? Take a look at your client’s competitor’s target pages and find out.
The Value Of Competitor Analysis On A South African Adwords Campaign
If you have doubts about the efficiency of an AdWords campaign being run in South Africa, here are some stats about the South African market to convince you.
Running a successful AdWords campaign can sometimes be like trying to understand the maths that Elon Musk is using to put a human being on Mars: you’re pretty sure it will work, but trying to figure how and why burns too many brain cells.
Well, help is at hand! In this TWO PART article, we’re going to demonstrate to you the value of performing a competitor analysis on an Adwords campaign, and show you just how and what you should be looking for.
As a digital marketer of any kind, you’ve probably had a crack at running and managing an AdWords campaign. Let me guess:
- Predicting the results and outcomes was impossible;
- You outsourced to an agency this one time. It cost you a fortune and they kept asking questions you couldn’t possibly have answers to;
- Setting the budget was more complicated than understanding the nature and purpose of Snapchat;
- And speaking of budget…it’s NEVER enough and always runs out too quickly.
Nobody is arguing with the fact that AdWords is one of the most complicated digital marketing efforts that you can undertake on behalf of a client or yourself. However, if done right, it could also be one of the most rewarding, effective and business-altering activities you could do.
If you have doubts about the efficiency of an AdWords campaign being run in South Africa, here are some stats about the South African market to convince you:
South African PPC market in numbers
In 2017 the total spending on Google ads in South Africa across all industries reached $30 million. The market’s thriving!
And these websites were the most generous spenders on Google ads. If only your budgets could compete, right?
However, these were the industry’s spendaholics.
Generally, businesses are way more careful with their PPC budgets: only 3.8% of all the companies spend more than R50 000 monthly, and the majority of 34.1% is just indulging their curiosity with somewhere around 1000 bucks a month.
And if you worry about your ad copy, take a look at the most popular phrases and CTAs used in South African ads:
So, how do you enter that market AND, at the same time, save your money?
Well, that’s like eating an elephant — get help and do it in pieces.
If you thought that running and managing an AdWords campaign was complicated, try getting advice from the pros on best practices to net best results. Just like deciphering that Musk math again.
- Split test your copy
- Use different ad extensions… or all of them
- Try out different calls to action
- Manage and track your budget daily
- Get your targeting on point
But also don’t forget about the foundation of any marketing campaign, digital or not: research your competition.
As wholesalers of digital marketing services to South African digital agencies, by far one of the most important and most advised best practices we suggest to the agencies that we support when running an AdWords digital marketing campaign is to ensure that they practice comprehensive and thorough competitor analysis.
What is competitor analysis for your Adwords campaign and how do you streamline it?
Running a competitor analysis during an AdWords campaign is like having a video camera in your competitions training session. It’ll help you pull back the curtain, see what they’re up to and adjust your efforts accordingly to ensure optimum results from your AdWords campaigns.
In our experience, many companies do not perform PPC competitive research, or don’t do it as often as they should. However, not having the full picture about your PPC competition is risky and can result in running ineffective campaigns. That means wasting your or your client’s budget without netting tangible results or missing the opportunities available to your client by underinvesting.
But recognising the difference that competitor analysis can make in your AdWords campaigns is only the first step. The next step is to find the right tool to help you perform your competitor analysis on a regular basis. The stats and data provided in this article were pulled by our team using SEMrush. It’s a software that we have found invaluable in helping us to provide white label, wholesale digital marketing services to the South African and international digital agencies that we support.
That being said, there are a wealth of similarly effective and powerful digital marketing tracking tools on the market worth investigating. We encourage you to get out there and see what works best for you.
The data that you should drill out of your competitor analysis
On all the levels of digital marketing, there’s a constant rivalry between best practice and revolutionary ideas. The question of whether to follow a well-trodden path or to do things differently in an effort to distinguish the brand you’re working on is always on the table. Or desktop in the case of digital marketing.
However, to make an informed decision you need to know the niche you are playing in as well as its main players. These questions will help you gather that information:
- Who is your true competitor in paid search?
- How much do they spend on PPC?
- What are their most profitable keywords?
- What do their ads and banners look like?
- What URLs should your ads target?
Now you know WHAT to ask. But what do you do with the answers and how do you use them to improve your own Adwords performance.
In PART TWO of this blog, we’ll be diving into just that. CLICK HERE TO READ ON!
Snapshots2 weeks ago
27 Of The Richest People In South Africa
Self Development1 week ago
5 Inspiring Quotes From Madiba To Stir You Into Action On Mandela Day
Angel Investors5 days ago
A Comprehensive List Of Angel Investors That Fund South African Start-Ups
Entrepreneur Profiles12 hours ago
Karl Westvig Of Retail Capital Shares His Insights Into A Year-On-Year Double-Digit Growth Business
Ongoing Learning3 days ago
15 Of The Best And Most Unusual Online Courses For Entrepreneurs
Lessons Learnt3 days ago
11 Things Very Successful People Do That 99% Of People Don’t
Small Business7 days ago
Even SMEs Can Use Big Data: Here’s How
Lessons Learnt2 weeks ago
Brian Tan Of FutureLab.my – Bridging The Knowledge Gap Through Social Learning