Here’s how to use Humour in Content Marketing

Very few people can write funny stuff. If you are one of those who has a natural tendency for humour, then that’s a wonderful trait. It will give you an added advantage when you do content marketing.

humour in content marketing

Lowering defences

Some people are born with a great sense of humour; they have it in their genes. Good humour makes people lower their defences. They become more receptive to your message while they have a hearty laugh. Many companies have realised the importance of humour and are incorporating it into their brand marketing and Digital media strategies. People are usually exposed to lots of blaring and self-aggrandising ads. This constant exposure to ads makes them closed and unreceptive. Well timed humour breaks down all these defensive barriers to pieces, and that’s just for starters.

Connect with Audience

When you share good humour, it humanises your brand. You look human when you display such emotions, rather than being just another faceless brand.

People are more receptive to messages blended with humour. Having your brand message wrapped with undiluted humour will never fail to connect with the audience.

Sharing

Humour has another advantage; people don’t hesitate to share it with family and friends. They readily share it across social media channels as they want to bring a smile to their near and dear ones. Thus it has more of a tendency to go viral than any other type of posting or ad.

Levelling Competition

If you are a small company, you may take on bigger competitors if you can ‘kill it’ with good humour. In fact, Dollar Shave Club is one such company which decimated competition with, “Our Blades are F*cking Great”. The above linked video is a perfect example of ‘product marketing blended with humour’.

 

Check out your Demographic

What you find humourous doesn’t have to make the others feel the same way. In fact, you need to be extra careful about misplaced humour. It can damage your brand name permanently. So check out your demographic and see what type of humour (if any) they enjoy or resonate with.

Align your Content around Your Brand

Make sure that your humour is in line with your brand and what it stands for. Humour should complement your brand, and not draw the audience away from it.

Keep it Simple, Not too Complex

People must be able to understand your jokes instantly. They must not rush to a nearby library and start flipping the pages of a dictionary. If your joke is too complex, people will first try to solve the “riddle”, and when they finally understand the meaning, it will be too late. Timing is thus very important for your jokes. They must be understandable and come with a bang!

You don’t need to be a stand-up comedian to make people burst out laughing. All you need to do is to put a smile on their faces, and that is not difficult. This will establish a connection between you; they will be more receptive to you and your product. Do you incorporate humour in your Facebook postings? Do let us know in the comments below.

Tips for Marketing Online to International Customers

Getting a website done, exclusively for a foreign audience is not a bad idea. However one needs plan his moves carefully, in this relatively unknown territory to stand a chance of survival. Here are some tips on how to go about it.

foreign-website

Knowledge about the legal Issues

If you have the knowledge of the law of the land, it can save a lot of money and time. You need to know about the below issues beforehand:

  • The law of that country doesn’t allow your website or product  to be sold in their homeland
  • In countries like China, you actually need to setup a physical office in their country, to start with.
  • Some countries are not internet savvy and still have a long way to go.
  • Some states of the same country allow a product to be sold, while others do not.
Do Research on the Keywords

We need to conduct a keyword research to see, which combination of words can be used successfully in SEO and Google Ad-Words campaigns. There are many keyword research tools available online. You need to know the kind of audience you are targeting, like their age, sex, interests, profession etc. A keywords research tool may not give you the exact results. You may hire locals to do the job for you. They will have more knowledge about the country’s culture. They will have a better understanding of the common search terms used by their fellow countrymen.

Know your Competitors

You must be aware about your competitors in the foreign market. They will certainly be more challenging than your local competitors. Once you shortlist your new competitors, you can research about their market share and strategy. Find out how they have built up their current positioning. This is very useful; it will in turn help your online and offline strategy accordingly.

Localize your Site

Have a local version of the site made. You can adapt it to reflect the target country’s culture, within the confines of your company or product’s color scheme. You could use the country’s flag wherever you find it appropriate. If you are selling products to that country, then use trusted and reliable payment methods like Paypal etc. You may also opt for their localized URLs like (1) .au for Australia (2) .uk for England etc.

Checkout Local Search Engines

In South Korea, Naver is more popular with a market share of almost 50%, while Google can manage only 30% of the market share. It is more suitable for the South Korean audiences and it caters to their local needs in the best possible way. Naver contains lots of images and flashy banners; in fact it may look too cluttered to the western audiences. Similarly, Baidu in China and Yandex in Russia are revered by the local audiences. Therefore, if you are thinking in terms of Google SEO for foreign countries, think again. Check out the ways in which you can utilize the local search engine to your advantage.

It is a good idea to reach out to the customers in another country by starting a local website. As long as you are flexible and adapt your site content and design to the right audience. You will still need to compete mostly with local players. However, there are no shortcuts to success. You will learn to craft a successful path from your own mistakes and experience.

Online Reputation Management : How to deal with online criticism

Many people turn to online reviews, before they buy products, services or even movies tickets. Reviews are a source of original (and unbiased) information. It is usually genuine information and something which they can rely on.

Many customers write negative reviews about a product or service, they have purchased recently. Sometimes, these comments can be very mean, or downright abusive.

The question is, “Can businesses resort to a tit-for-tat?”

criticism

To Apologise

As per the famous adage, “Customer is king”, one may assume that they are always right. However, in reality it is not always the case. Do not argue about the authenticity of your customer’s claims. It is not wise to do so. Do not block and counter each of the points raised by the client. It won’t help you to diffuse the situation.

There is nothing bad in saying “Sorry” to the client for the unsatisfactory experience. If the mistake is from your side, admit it, rather than pretend all is well.

Prospective customers will also read your online apology. They will definitely get the feel that your company takes its customer issues very seriously.

Explain Yourself

Sometimes, the complaint can be as a result of miscommunication or misunderstanding. These can be clarified, so that other customers having similar views about your product and services can also be ‘enlightened’ about the reality.

Don’t be Generic, Answer to the Point

You don’t have to issue a general apology, under a “one size fits all” policy. You need to address the point raised by the client and respond to that specific issue at hand. A short-cut-reply along the lines of, “We are sorry for the experience you’ve had, and apologise for the inconvenience. We hope to serve you better in future”, is just not enough! People will read in-between the lines! They will realise that it’s a standard-copy-and-paste reply used for all negative comments; they will know for sure that you don’t care!

So, make sure that you read what every customer has written, and address their specific issue.

Be Professional

Let your answer have a professional flavour to it. Do not let emotion get the better of you and react negatively.

For e.g., “Dear customer, we were definitely willing to look into your query and get your problem sorted out. However, on second thoughts, we have decided against it. Why?! Do you notice that the language you have used looks filthy? It serves to neutralise the errors done by us (if any). Your online comments have in fact caused a loss of reputation. We are thinking of pressing defamation charges against you; yes you have messed up, and are going to pay for it!!!”.

Reacting in the above way may blow the issue out of proportion, so DON’T do it.

Offer to make it up

Customers with genuine complaints definitely need to be compensated for any mistake on your part.

For e.g., A faulty product can readily be exchanged. If your customer service representatives were not up to the mark and have turned off the client, the least you can do is to say, “We hope you will give us a second chance”. This will do a world of good and re-establish trust between you and your customers.

Meetup with Client

Some problems are best sorted out by having a private discussion. In those cases, you may invite the client to a detailed e-discussion, especially if it is regarding the behaviour of your employee or customer service representative.

For e.g., “As a retail company, we make sure that all our products are up to the mark. We do our best to make customers satisfied with our products. However, there are instances where in spite of our good intentions, mistakes do happen. We would definitely like to invite you for a discussion. Our email is yourname@yourcompany.com

When prospective customers see how professionally you react to criticism and take immediate corrective steps, they will definitely be impressed and won’t hesitate to do business with you.

Understanding Facebook EdgeRank Algorithm: The Art of Increasing Organic likes

 

Having a brand page on Facebook with thousands of fans doesn’t guarantee that all your posts will go viral. In fact, less than 10% of your total fans will ever see your post on their timeline. The Facebook Edgerank, determines which of your posts get seen by others. This Facebook Algorithm judges your postings by three factors i.e., “Affinity, Weight and Decay”.

Facebook Edgerank, Facebook Algorithm

Affinity: This is a one-way relationship between the fans and your Brand page which they have liked. It is the rate at which a user engages with your brand page content.

Weight: This is the engagement or interaction, your post is receiving. The likes, shares and comments you attract, adds to the ‘weight’. It is also the ratio between the people who have seen your post and those who have actually engaged with it.

Decay: The longer your post has been up, the faster will it decay or disappear. The decay will be speedier because of postings which are done by your competitors; this will obviously push post down the timeline until it disappears.

As you increase the size of your network, the affinity and weight improve along with your Facebook EdgeRank.

1) Ways to Improve Affinity of your Brand

Create Great Content: Once you create awesome content, your post will naturally be popular. It will generate likes, shares and comments. Make it visual; remember that the most viral posts on Facebook are a combination of text and graphics.

Have More People Like your Page: The type of content you post will have a direct impact on the number of likes your Facebook page gets. However, you need to have more people like your page to generate engagement in the first place. Here is an earlier article I have written about how to get more Facebook likes and expand your online reach.

Respond to your Fans: One of the keys to engagement is to seize the initiative. Comment on your own post, to start with. Thereby, you will be initiating a discussion. If your fans respond with a comment, then reply to them either immediately or at least within the next 24 hours. That means you will need to have to keep a watch on your Facebook company page so that nothing goes unnoticed. Sometimes, things may go wrong with your services or products; people will voice their opinion on your timeline. If you don’t respond then your reputation will be at stake. So make sure you respond to both positive and negative comments, immediately!

2) Gain ‘Weight’ or Engagement, by following the below tips:

Inspiring Quotes: People need inspiration in their lives. Give it to them, and they will love you. Make sure that your quote is visual. Have a befitting background to go with the inspiring text.

Avoid too many Words: Make your point, and do it with a bang! Your post doesn’t have to be too wordy. Let it be brief and deliver a ‘knockout punch’!

Tag People: When you make a post, make sure you tag relevant people. That makes your post appear on their wall too! They will most probably respond by liking your post or commenting on it. All this adds to its ‘weight’. These tips will help you gain weight in accordance with the Facebook Algorithm.

3) Lessening the Decay of your Facebook Post

Scheduling your Posts: Schedule your posts in advance. This will help you get over the fear of ‘decay’. You can always be one-up on your competition by having pre-scheduled posts, ready to pop up and drown the old posts. Scheduling on Facebook’s in-built scheduler will generate a slightly better engagement. However, if you use third party applications like Hootsuite, then you can simultaneously schedule your postings on other social media networks as well.

Posting on Sundays: Do the postings on Sundays too! While you refrain from emailing clients on weekends, the logic doesn’t hold good with Social media. Unlike official emails, people definitely check their social media accounts on Sundays. So make sure you have a fresh posting to capture the Sunday visitors’ attention.

Post at Specific Times: When you do the posting, make sure it is the right time to do so. Do it in the morning (5:30 to 8:30AM), afternoon (11:00 AM to 1:00PM) and night (5:30 to 8:30 PM). It is necessary to post in these times, in order to ensure that your postings stay afloat and are visible to your audience most of the time.

The above three factors and their listed remedies can help you optimise your brand page to be in line with Facebook EdgeRank and thus get great engagement. Thus, the more your frequency of posting awesome content, more will be the engagement. Hence more and more people will get to know about your brand. Following the above points and aligning your postings to Facebook EdgeRank guidelines will obviously improve your rankings.

Tips for a Higher Google Ranking and SEO Optimisation of your Blog Content

 

The whole purpose behind getting a new website is to make you visible to the online community. You have to keep in mind that there are search engines out there, and that SEO Optimisation is essential for the online visibility your content. Having said that, how do you make sure that your blog ranks high on search engines?

seo, Google ranking, seo optimisation, google seo, website ranking

Here are the basic steps to follow, so that your site remains a ‘search engine favourite’ and has a top Google ranking.

 Size does Matter: Ideal Length for Blog Titles 

Make sure that the titles are 55-60 characters long. If they are longer, they will appear ‘cut’ in Google search results. Your title is sometimes the only thing your prospective customer user sees. So make sure it is enticing enough for them to stop, and click on it.

While you are at it, make sure that you don’t add ‘click bait’ titles. Click bait titles are usually misleading. So respect your audience, and give them more of what they want. Providing relevant content is also important for seo optimisation. Let your title deliver what it promised, and not just serve as click bait while your content has nothing to do with it.

Break it Up

Break up your post into sub headings. This will enable the viewers to scan your post and read the section which interests them more. It is also good for seo optimisation. Having sub headings dispersed throughout the post gives the reader a gist of what it’s about, just by skimming through it. Therefore, they can just scan the headings, get an idea as to what the posting is about and take the desired call-to-action (CTA).

Value Added Content

Let your content provide value to your online readers. That way, they will be enthusiastic about your next blog post and bookmark or subscribe to it. They will not only subscribe, but also share your blog post if it is good. Your audience basically wants solutions to its problems. So, you need to position yourself as an expert in your field and genuinely provide solutions to their most common problems. When your blog gets a lot of engagement, it also helps seo optimisation.

seo, Google ranking, seo optimisation, google seo, website ranking

Stay Relevant with Keywords

Keywords are seriously not what they once used to be, thanks to the regular changes in Google’s rules that govern SEO Optimisation. Stuffing keywords doesn’t do you any good. You content is what actually matters. Great content gives you results in the long run. You will definitely see ‘Terminator-like’ Google SEO algorithms come in future and destroy websites not adhering to Google Best Practices. Having said that, you still need to use keywords in the title and text; that’s the only way you can stay relevant to your niche and people will be able to search for you in the first place. Just make sure that these keywords are not over used or alter the meaning.

Add Visuals

Everyone is aware of the fact, that a picture is worth more than a 1000 words. Some people do not read the whole blog, they just skim through it. By having a picture with a description or perhaps an info-graphic, you can attract a lot more attention to your blog. Rather than having continuous and non ending paragraphs with no visual whatsoever, it is good to add relevant pictures in between to sustain visitors’ interest. No matter how interesting your blog may be, people will still not look at it, unless it contains at least one relevant image.

Following the above factors can ensure that you get a lot of traffic and achieve a good Google ranking via SEO Optimisation. Do you have any SEO tips which we may have missed out? Do let us know in the comments below.