Psychology of Social Media and a Guide to Long Tail Keywords

Here’s our latest roundup of digital marketing tips.

Digital marketing: Speed matters: How to run a hyper-fast marketing team

Marketing success relies on the ability to quickly navigate obstacles, change course as necessary, and capitalize on opportunities. To create a culture of speed, clearly define roles, delegate as many decisions as possible, and lead by example.

Client takeaway: Speed and precision can go hand in hand if you systemize the way you operate.

Suggested implementation: Implement a system of clearly defined roles where each team member knows their role in the project and how it contributes to the whole.

Marketing psychology: 5 psychological concepts that’ll strengthen your social media strategy

As marketers, consider these psychological concepts and how they play into your social media strategy. For example, neuroplasticity creates a need for bolder, more easily digested messaging. Status anxiety opens the door for you to provide your customers something that elevates their status among their peer group.

Client takeaway: Every interaction a potential customer has with a brand on social media influences the customer’s conscious and unconscious perception of the brand.

Suggested implementation: Play to your audiences’ status anxiety by giving top customers and advocates social media shout-outs, exclusive invites, or exclusive content.

SEO: Diving for pearls: A guide to long tail keywords

With the rise of voice search, long tail keywords are becoming increasingly important. Long tail keywords are more specific and generally have higher search intent. To identify keywords with the most promise — high search intent, high demand, and low competition — start by building your own keywords, researching demand and topics, and learning more about your competition.

Client takeaway: Long tail keywords within a specific industry are often easier to rank for and indicate strong searcher intent. Target them to rank for relevant keywords sooner.

Suggested implementation: Create a list of long tail keywords by using your industry knowledge, experimenting with search words, and exploring the language of social media.

Social media: What 16M+ of social media posts can teach us

Buffer examined over 14 million tweets and two million Facebook updates to identify posting themes over the last year. Brands share an average of seven posts per week on Facebook, almost 20 per week on Twitter, and three on LinkedIn. Videos receive the highest engagement for brands on Facebook, followed by links and photos. Photos still drive top engagement on Twitter. Links are the top shared content across platforms.

Client takeaway: On Facebook, video receives three times the engagement of any other type of content, but less than 1 percent of shared content is video. Eighty percent are links, and 19 percent are photos.

Suggested implementation: Experiment with video on Facebook. Use Facebook Live to share behind-the-scenes content.

Social media advertising: LinkedIn is launching programmatic advertising for display ads

LinkedIn now offers advertisers the option to buy display ads programmatically on desktop. Advertisers can buy display ads through open auction or LinkedIn’s Private Auctions, and use LinkedIn’s targeting of audience segments.

Client takeaway: This announcement comes after Microsoft announced its plan to buy LinkedIn. Expect a more diverse product and advertising landscape to come.

Suggested implementation: Test LinkedIn advertising with more developed options like sponsored content or account targeting. Move slowly into display ads and monitor results closely.