Meta-tags are an essential part of promoting your content on the web, because they can help you boost your search engine rankings and affect the social media traffic on your site. There are Google’s authorship tags, and Facebook and Twitter have their own social media ones, which increase the amount of traffic you are getting. They are called Facebook OpenGraph and Twitter Cards.
OpenGraph Meta-tags. Introduced by Facebook
They were introduced by Facebook in 2010. Basically, what they do is to allow other websites to become rich “graph” objects and to function as other FB objects. In this way you can share them on FB. So, you control how information travels from a website to FB when you share a page(like it, etc.). The information is sent via OpenGraph meta tags in the <head> part of the website’s code.
How Meta-Tags look like?
You have a meta tag for almost anything:
This serves the purpose of the meta title tag in your code. It should be appealing, like a good post title. If you don’t provide one, Facebook will use your meta title instead. You should try to keep it between 60 and 90 characters. If your title is longer than 100 characters, Facebook will truncate it to only 88!
Example: <meta property=”og:title” content=”Write your title” />
2. Canonical Url:
Set the canonical URL for the page you want to share. In other words, you define one page that all your shares will go to. If there is more than one URL for the same content, this comes in handy. Note that the URL provided is not shown on Facebook newsfeed, only the domain is visible.
Example: <meta property=”og:url” content=”http://www.yourpost.com” />
You can describe the kind of object you are sharing: blog post, video, picture, etc. Examples: Web based:
You can see the full list of types here.
This meta tag is very important for the “Like” button of your page, especially if you have a real-life object: movie, book, etc., because it determines if your content will appear in a user’s interest section of their profile in the event they give you a “Like”.
Whenever you don’t define a type, Facebook will read it as “website” by default. Example: <meta property=”og:type” content=”website” />
This meta data descriptor is very similar to the meta description tag in HTML. Here you describe your content, but instead of it showing on a search engine results page, it shows below the link title on Facebook.
Unlike a regular meta description tag, it won’t affect your SEO. (So, don’t spend too much time figuring out how to sneak in keywords.) However, it’s a good idea to make it compelling because you want people to click on it. Use about 200 characters.
Example: <meta property=”og:description” content=”Insert your meta description here. Make it interesting and appealing.” />
Your content becomes more appealing when you join it with an image. This meta tag ensures that a specific thumbnail will be shown when your page is shared. It is helpful to influence click-behavior.
If you are not careful with the og:image, FB may show something irrelevant or an unwanted banner from the page, or nothing at all. The most frequently recommended resolution for an OG image is 1200 pixels x 627 pixels (1.91/1 ratio).
At this size, your thumbnail will be big and stand out from the crowd. Just don’t exceed the 5MB size limit.
Example: <meta property=”og:image” content=”http://www.yourdomain.com/image-name.jpg” />
So, this is what OpenGraph meta-tags look like and how you can add them to your site. Hope you’ve found this useful!
A big problem for any eCommerce business is choosing how to handle marketing. Content marketing can be applied in many ways, but the question is how to handle it so that you get the best outcome. One of the biggest decisions you’ll have to make is whether to outsource the process to an agency or create your own in-house team.
It’s best to start working on the details of your strategy only after you’ve decided on the team that you are going to work with. It’s important to keep the goals in mind, as well as the strengths and weaknesses of the team when planning.
Check out the other articles on our blog to learn more about content marketing so that you’ll know how to craft the best strategy possible. Now, let’s take a look at your options and see which one is best for you.
Benefits of in-house content marketing
In-house is generally an option only for bigger companies. That’s because they require bigger marketing campaigns, and hiring a group of people to handle that is justifiable.
A little side note: whether it’s in-house or outsourced, you really shouldn’t have just one person handling it all, no matter the size of your company. Don’t forget that you need constant content and management for the blog and all your social media accounts.
Also, in a team, mistakes are much easier to spot. If it’s a single person, there’s a higher chance that the campaign will end up badly. You should have at least two people working on your campaign. You know what they say: two heads are better than one.
1.Knowledge of the company
Getting back to the point, you’d think that someone who works for the company knows that company better than anyone else, right? That’s very important in content marketing, since the better someone knows the company, the better the message they deliver through content will be. Companies often fear that an agency will not understand their goals and story well.
That’s obviously not always the case. They can be the CEO of the company, if they’re bad at marketing, then they’re not going to be able to represent it well. Choosing talented individuals who know what they’re doing will always be more important since knowledge of the company is something that is easier to improve.
One of the biggest advantages of having an in-house team is the focus that they will have. They don’t have several clients like agencies do, so they can focus all their attention on the company’s website. They should know the site and their audience better than an agency. They’re also experts on the products that the company markets, and all this should make content marketing much easier to handle.
Another advantage is that the team will always be easy to contact and you can rest assured knowing they’ll answer fast. With agencies, that’s not always the case, although it should be. Calling Johnny, the marketing manager, and telling him your new idea will probably be a lot faster than sending an email to an agency and waiting for an answer.
Now, let’s take a look at the other side of the coin.
Benefits of outsourcing to an agency
It doesn’t necessarily have to be an agency, it can also be a freelancer, but I already told you what’s the problem with that. Freelancers usually handle multiple clients at the same time which can translate into lack of focus. It’s best to choose a team when outsourcing content.
1. It’s cost-efficient
The most glaring issue with in-house teams, in my opinion, is the money aspect. That’s why I said earlier that it’s a better approach for bigger companies, since they have more money to invest.
Having a whole marketing team on the payroll can prove detrimental to the interest of the company, especially if the campaign you’re planning isn’t particularly lengthy or complicated. You risk ending up paying people to do little work and not getting your money’s worth.
On the other hand, agencies are up-front about what you have to give and what you get in return. You can spend just the money you can afford, which is often less than what you would pay for an in-house team. More important, you’ll get exactly what you asked for.
2. And time-effective
Time management is a problem that you’ll have regardless of your choice. If you want the campaign to work well, you’ll have to pay attention to the planning and execution of every single aspect. You’ll have to attend meetings and give feedback. In-house teams will depend more on your guidance and ideas. This can work out wonderfully, but only if you invest a lot of time. Otherwise, you shouldn’t even try.
If you outsource to an agency, you save a lot of time.
It’s much faster to choose the right agency than it is to build your own team from scratch. There are generally more people working for an agency than you can probably afford to pay on an in-house team, so they have no trouble coming up with new ideas. You won’t have to pay as much attention to an agency, but you can still ensure that the campaign will be a success.
In-house teams will need a lot more feedback and advice from you, especially at the beginning. You’ll have to do a big part of the job until the in-house team gets the hang of it and starts working efficiently without you constantly having to be there.
That really slows down the whole process and eats up your time. You have your own tasks and your own problems to handle. A good agency will just need some information about the company and constant feedback from you to do its job well.
3. More experience
While the in-house team is more focused, the agency almost always has more experience. They know how and where to share the content in order to achieve the best results. Your site might be full of great content, but that doesn’t mean much if people will never get to see it, right?
4. SEO and effective lead generation
Good agencies are great at optimizing their content for search engines, which is a must. They will also be in the loop when it comes to new ways of attracting more leads. After all, that’s their bread and butter. There is also no reason why the content would be worse if created by an agency.
If you’re not pleased with the content an agency creates for you, it’s because they’re not right for you.
In order to make an informed decision, you’ll have to do more than take this article to heart. Think about the project and the strain that it can put on your company. See who would be up for the job and try to estimate how much work will be needed. Agencies are almost always the safer bet.
There are still a lot of aspects to talk about regarding this decision. We also made an article about how an agency can supercharge eCommerce strategies and help grow your sales. Be sure to read that too so you’ll be able to make the best decision when it will be time to choose.
Holiday season has been going on for over a month now, starting with Halloween, following up with Thanksgiving, Black Friday, Cyber Monday, Christmas and here we are: it’s the end of another year.
Holidays are a given opportunity for basically everyone that runs a business to improve their digital marketing strategy, but is especially important for those that are present in the online environment.
Why are the holidays the perfect time to work on your digital marketing strategy?
This year around, people are looking for deals like crazy, and there’s nothing that can stop them. At the same time, consumers spend more time online during this time of year. Whether they’re looking to buy presents for their friends and family, or scouting for deals, people tend to buy during the holidays things they don’t need, or that they won’t ever use.
The words “promotion” or “sale” seem to do the trick every year, and they will continue to do that for as long as people will keep buying.
How to make the most out of the holiday season in terms of digital marketing strategy
- Plan your strategy ahead. Ahead doesn’t mean 2 weeks before the holiday season. It can mean even months, depending on how complex your campaign is going to be. Also, pay attention to all the holidays that are happening. The holiday season basically begins with Halloween. Globalization made it possible that some holidays that were celebrated in certain parts of the world, are now embraced by almost every country.
- Use specific keywords. By optimizing the content you’re creating, people will be able to find you more easily on search engines. If you don’t know much about SEO, and keywords, you can use a WordPress plugin like Squirrly, that will guide you through the process of optimizing your content. Adding a word like “deal”, “discount”, “offer” next to the product you’re selling will increase the chances that people will find it.
- Use social media to spread the word about your offer. As I was saying, people spend a lot of time online during the holidays. Social media is a fast way to let people know what you’re up to, and what you planned for them. You can also use social media the share some cool holiday photos, or texts to get people in a holiday mood.
- Email marketing works almost every time. Why? Because people open up their emails, especially if you use the words “holiday”, “offer”, or similar ones in the subject of the email. Or, it doesn’t even have to contain those words. It can be something funny, that will relate to the idea of holiday. It’s a good idea to contact people that have already done business with you, and that for some reason stopped using your service/product.
- Make them an offer they can’t refuse. Limited offers always work the best. A one day offer would probably be a too tight deadline, but a 3 day type offer would work. Also, here you can use keywords that give the impression of urgency, like “limited”, “one time only” and such. Let people know that your offer is unique and you’ll never going to have it again. Very important: don’t forget to make it valuable for them.
- Create a landing page for your offer. It’s not that hard to create a landing page, and with the right design, and some awesome copy, you will be spot on. Also, it will be easier for you to include there all they need to know about your offer.
Tips for your digital marketing strategy
No matter for what holiday you’re creating your offer, don’t release on that exact day. Not many people are online scouting for promotions on Thanksgiving day or during Christmas. Nor will anyone have any money left to buy your product. Instead, release your offer a couple of weeks ahead, or just one week before. People would still have a budget to buy presents, and if you’re lucky, they’ll spend some money on your product.
At least, that was our strategy this year, and it totally worked.
To quote Dustin Heap’s article, “the holiday shopping season has become a very digital one”. What did you do this past holidays in terms of digital marketing strategy?
When you’re the CEO, accountant, marketer, product developer, writer and everything else of your business, it’s often difficult to recognize a mistake until it’s too late and the damage is already done.
You’re so stressed out and exhausted trying to get everything done you don’t slow down long enough to stand back and take a look. This means you could be making some crucial mistakes that cause your hard-earned money to go right down the drain:
Photo Credits: las – initially’s Flickr
1) Emotional Decision Making
This is a common mistake with new businesses because work is exhausting. When you combine exhaustion and stress with making a decision, disaster may follow. You’re more likely to give in and purchase an advertising campaign that doesn’t fit your business.
Your judgment is hindered so you won’t be able to make an accurate decision for the good of the business. It’ll more likely be made to get the process over with or because the sales representative tells you what the best deal is (which usually ends up being the most expensive).
Decision making should involve facts, coincide with the vision of your business and absolutely follow your gut instinct.
2) Doing Taxes One Time Per Year
Taxes are generally due annually, or in some cases quarterly. New business owners sometimes procrastinate this task until the last minute. In reality, the wisest strategy is to research tax strategies before you implement any sales campaign.
You’ll also save yourself a lot of stress and worry by tracking your taxes within your monthly profit and loss statements. This way, you’ll know exactly how much you’ll be paying for every single dollar you make.
3) Managing Time Instead of Yourself
Time management encompasses implementing tools that enhance efficiency and productivity. Instead of placing demands on yourself or your team to simply ‘do things faster,’ consider incorporating processes, techniques and methods that improve performance and productivity.
This is the difference between managing time and managing yourself. Prioritize, schedule and delegate so that you spend your time and energy on your strengths. This way, your business will be as productive as possible.
4) Lack of Professional Help
It’s so scary to spend money on something or someone when your bottom line is very tight. Even if your startup is new, there are some matters that are better left to the professionals.
The specific areas include taxes, banking and investments. A mistake made in these areas could end up being more expensive than the cost of hiring a professional.
5) Ignoring Red Flags
Intuition often separates a successful entrepreneur from a striving one. CEOs make the majority of their decisions based on ‘gut feelings.’ The reason this ‘gut instinct’ is so important in business is because there’s absolutely no proven method that’s 100% accurate for predicting human behavior.
Therefore, in business, you simply cannot rely solely on logic. In order to make up for this, most entrepreneurs rely on ‘gut instinct.’
6) Your Business Content
What many new business owners don’t realize is that quality content gains readers, establishes authority and sells your products and services.
The problem is that you’re so busy managing all of the other aspects of your business that content quality is the first thing that’s compromised.
This may help. Would you like to learn how to get 300 readers per article? We can show you how to do this for free. By fixing these mistakes today and doing our free training on how to get 300 readers per blog post, your business will be in great shape.