How To Properly Tag YouTube Videos To Get Views

How To Properly Tag YouTube Videos To Get Views

How To Tag YouTube Videos To Get Views

How To Properly Tag YouTube Videos To Get Views

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Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Read the transcript of this episode of Giant Wednesday... 👇

It can take a LOT of work to make YouTube-worthy content – trust me, we know, which is why it can also be SUPER disappointing when your content ends up underperforming and not ranking well. 

Sad faces all around. 

If you want to climb those YouTube rankings then nailing the use of tags should be one of your key focuses. 

But how strategic should you get with them? Well, let me tell you in this week’s episode of GIANT Wednesday.

 

Hi, I’m Danny from Sleeping Giant Media and today I’m going to talk to you about using an effective tag strategy to help rank your videos higher on the second largest search engine in the world, YouTube.

If you like what I have to say in today’s video then make sure to subscribe to our channel where we release digital marketing skills-based videos every week! 

So, onto these tags I’ve been rattling on about…

YouTube tags are a great way for you to add relevant keywords to your videos to help your audience better understand what your video is all about, but also to help people find it in the first place. 

Keywords aren’t just reserved for written word content, and neither is SEO. 

YouTube is, as I said, the world’s second-largest search engine, and therefore search engine optimisation is still relevant.

Keywords play a GIANT role when it comes to video marketing, and you’ll find this is true across a wide array of video hosting platforms too.

Tags aren’t the only thing that will make your video climb the YouTube rankings though, you need to consider your title, your description, your thumbnail and a whole other host of user experience metrics. All things we’ll cover off in other episodes of Giant Wednesday.

But you still need tags to form part of your optimisation strategy, and when it comes to YouTube, adding them to your video is simple.

When you’re uploading a video, simply click on the ‘more options’ button in the uploader and you’ll be given the option to add in up to 500 characters worth of tags.

And not to worry if you’ve already uploaded a video, you can still edit your tags in the edit section.

This is also good practice anyway for underperforming videos. Make it a regular thing you check up on and optimise for success.

So, what makes a good YouTube tag? Well here are my three top tips for selecting and sourcing YouTube tags:

Number 1 – Don’t let first be your worst

Whilst it’s possible to add multiple tags,  it is recommended that your first tag should be an exact match keyword for the thing you want to rank for… such as ‘social media scheduling tools’ on a video about social media schedulers.

This is because YouTube will give the most priority to that tag when it comes to video search results – so you’ll want to think carefully about this one.

If you could summarise your video in one word, what would it be? Other than amazing, obviously, it’s probably best bet that it’ll be a great first choice tag.

Number 2 – think broad beans, but replace beans with keywords…

Making sure your tags are specific to the content of your video is important, and these would be tags based on focused keywords.

In fact, two to three of your tags should be focused. 

But you should also remember to include broad keywords.

Whilst they are less specific, broad terms tend to have a higher search volume. But, as a result, can be harder to rank for. 

This is where you’ve got to get clever and continually optimise what you’re doing, because appearing for some broad search terms will land you with some hefty view counts.

This is as simple as making sure that if your video is about the specific wonders of mint chocolate ice cream, that you also include keywords for just plain old ‘ice cream’ too. 

But don’t go stuffing your video full of as many tags as you can, because that’s called keyword stuffing and it will do more harm than good and the YouTube Gods will punish you for it.

Your best bet, and get your notebook out people, note this down, is to use 5-8 well researched and relevant tags as opposed to 20 generic ones.

Number 3 – Add common, relevant keywords from top-performing videos

It’s safe to say those that are sitting in top position for the keywords and phrases you want to appear for have done something right with their optimisation. 

So don’t let that put you off, instead grab a hold of that data and use it to further your efforts.

You can use tools such as VidIQ to see your competitors top performing tags.

Use this data, collected from 3 or 5 high performing videos, and consider implementing them into your tags.

Only if they’re relevant though…

 

So, they were three of the things I recommend doing to help boost your tagging game.

But remember there are loads of other elements of your YouTube videos and channel that you should consider optimising for success.

In fact, why not subscribe now and hit the bell for notifications so you can be first to hear when we have more on those topics. 

Anyway, my final bit of advice, from me to you, is just because you have the option to use 500 characters for your tags doesn’t mean you should. In fact, it’s been found that the sweet spot is between 200-300 characters. 

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Your Guide To Facebook Instant Experience Ads

Your Guide To Facebook Instant Experience Ads

Your Guide To Making Facebook Instant Experience Ads

Your Guide To Making Facebook Instant Experience Ads

Home > Giant Wednesday

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Read the transcript of this episode of Giant Wednesday... 👇

Let’s say you’ve conquered Facebook’s carousel ads… and you know a thing or two about running a text-based, single image and video ad… 

You’re ready to try something new, and take your Facebook and Instagram ads to a whole new level. 

Welcome in the Instant Experience ad format – the one that pieces together all that you know into a visually impressive and highly engaging ad type.

Get ready to experience something new in this week’s episode of GIANT Wednesday.

 

Hi, I’m Ben from Sleeping Giant Media and I’m here today to explain to you why instant experience ads could be the perfect fit for your social media strategy and walk you through the steps to make them.

If you like what I have to say in today’s video then make sure to subscribe to our channel where we release digital marketing skills-based videos every week!

Instant Experience ads are a full-screen immersive experience, all in one advert. 

When someone clicks your ad on a mobile device, the ad will open and allow you to visually highlight your brand, products or services – giving you the space to tell a story and create a path for potential customers.

Now when it comes to advertising on Facebook or Instagram there are plenty of options available to you. Assuming you are setting up your ads on Business Manager that is. 

Video and single image ads are some of the more common variants and combined you can make some pretty cool Carousel ads

But if you want to tell a story with your ads, or add a bit more of a creative spin that gives your audience more information and a more interactive user experience then instant experience may be the ad format for you. 

 Now some of you that have been in the marketing game for a long time, may have already heard of Instant Experiences by its previous name, Canvas ads.

Facebook rebranded Canvas ads and have continued to add new features, making it much easier to customise your ad to your desired outcome. 

Want more sales? You can add multiple products in an immersive shopping experience, all without leaving Facebook which of course, the platform prefers.

Want to tell a story to your audience with a selection of your company’s newest video ads? Well, you can do that too.

One of the best things about Instant experiences is that not too many people are using them! That means if you spend a little time putting together your ad, you can easily stand out from the crowd. 

Whilst you’re here to learn about instant experience ads, I’m going to break down the ‘how to’ into four steps and share my three top tips for making the experience, effective.

 

Step 1 – Building out a Facebook Instant Experience ad

 

First things first, head to your Facebook ads manager and click create ad. 

Then you’ll need to choose a campaign objective. But, only a few will allow you to set up instant experiences SO make sure you pick one of the following objectives which will scroll down the screen….. Now. Thanks, editor. 

Traffic (website clicks and app engagement)

Brand Awareness

Reach

Engagement (post engagements)

Conversions

Video Views

Store Traffic

App Installs

 

Step 2 – Set up your ad’s audience & budgets

Once you’ve chosen your objective go through and set the levels as you normally would – picking your audience, budget, schedule and more.

We’ve got advice on setting up lookalike audiences if you fancy that too! 

And now to move on to the creative.

 

Step 3 – Building your Instant Experience

Once you are in the ad stage of setup you need to choose your ad format and tick the little box under them saying to add an instant experience.

Easy peasy. Now it’s time to get creative.

On your screen, you will be presented with a number of templates you can choose from.

I suggest you choose one that matches your business and desired outcome, or, if you’re more creatively inclined, you can choose to make your own from scratch. 

You can customise pretty much every part of your instant experience, from the text to the buttons, to the images and the call’s to action, all the way through to the maps and product catalogues.

Lot’s of things, so make sure to have a play around until you have something you’re happy with.

To help make sure you get the most of your instant experience ads, here are my top tips. 

 

1. Vary the components in your format

When creating an instant experience you can use a variety of options to turn a standard format to one which perfectly reflects your brand.

Not only are there options for photos and videos, but you can also add a map with your location, swipeable landscape images and videos you can pan across, and, more recently, AR filters!

Get creative with your ads and use the large amount of customisation options available to make something that truly encapsulates the objective of your ad.

 

2. Make sure your Pixel is set up and working

Your Facebook Pixel will provide you with really important information about who is visiting your webpage after seeing your ads

This kind of information allows you to tailor future ads based on your previous visitor’s actions.

This is especially useful for e-commerce ads, as you can automatically include products that your customers have been looking at, or you want to promote. 

If you want to learn more about Facebook Pixel, leave us a comment.

 

3. Split test your formats. 

With so much to customise on your instant experience ads, it is easy to get lost in the details and not know which elements are turning off any potential customers.

Testing a number of different instant experience ads in the same campaign will help to hone down your formats and get the best end results. 

Split testing these can be as simple as different coloured fonts, different imagery, different calls to action or different templates entirely. 

So those were my top 3 tips for creating a great instant experience. 

The format allows you to create some truly unique ads to place in front of potential customers, as well as allowing you much more opportunity to wow them from the offset. 

Get out there, create some awesome formats and tell us about your experiences in the comments below

If you have any more advice, or if you think we’ve missed anything…  or maybe just want to hit us with a ‘yasss queen’  – make sure you leave a comment and let us know!

Here’s today’s Giant CheatSheet on this topic – click the link in the description to download it, or just take a screenshot if you’re on mobile!

As always, make sure you subscribe to our channel for more great content every week.

Thanks for watching, and we’ll see you next time for another GIANT Wednesday.

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How To Make Your Own GIF Stickers For Instagram, Snapchat & TikTok

How To Make Your Own GIF Stickers For Instagram, Snapchat & TikTok

How To Make Your Own GIF Stickers For Instagram, Snapchat & TikTok

How To Make Your Own GIF Stickers For Instagram, Snapchat & TikTok

Home > Giant Wednesday

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Read the transcript of this episode of Giant Wednesday... 👇

Did you know that the first GIF ever was made in 1987? Crazy right? They were once so hipster, but now they’re so mainstream even your Grandad texts you them. 

Well, fast forward to the modern-day and there’s millions of them… just look at your Instagram Story Sticker library!

And that’s exactly what we’re here to do today, to show you how to create and upload your very own custom GIF stickers. 

Get ready to go GIF viral in this week’s episode of GIANT Wednesday.

 

Hi, I’m Danny from Sleeping Giant Media and I’m here today to talk to you about making GIF stickers for your Instagram Stories, TikTok and Snapchat… and who knows what else.

If you like what I have to say in today’s video then make sure to subscribe to our channel where we release digital marketing skills-based videos every week! 

As a brand, creating branded GIFs are a great way to increase brand awareness and exposure.

In fact, Instagram Stories alone sees 500 million accounts using the tool every single day – what an awesome opportunity to get in front of potential customers?

Making these GIF Stickers are only part of the story, uploading them and having them appear when people search for them is something else.

The GIFs I’m going to show you today are going to be made to sit on Giphy, the ultimate GIF search engine. In fact, a search engine with over 700 million daily users. You people love GIFS.

Now what you can do is set up a normal, run of the mill Giphy account and add standard GIFs on there, but in order to have GIF Stickers that are searchable, you’ll need to become a verified account. 

Yep, that’s right, time to earn a blue tick.

 

#1 – Become a Giphy Verified Brand 

As I already said, Giphy is the Google of GIFs. You need a brand channel and to apply to be verified in order for your stickers to be publicly available.

I guess this helps filter out a lot of questionable content!

The process of getting verified is prettttty easy and quick which is great news. BUT, because of the verification process, small businesses may not be approved, and if you’re a freelancer or artist, Giphy’s guidelines don’t allow you to upload commercial pieces for brands to your own profiles.

Just something to keep in mind!

Anyway, how to get verified is as simple as:

1 – Go to Giphy

2 – Click log in and select “join giphy”

3 – Selected Join as an artist or brand

4 – Submit your details, contact information and business information

5 – Hit apply!

Yeah, it really is that easy. You’ll be able to build out your profile whilst you eagerly await the confirmation email, and remember to set your profile as public so people can find you.

The next step, whilst waiting to be approved or after you have been approved is setting up your channel and filling it with GIFs and GIF Stickers. So that moves me onto…

#2 – Creating Gif Stickers for Giphy

So it’s probably important to quickly explain the difference between a GIF and a GIF sticker. 

A GIF itself is a solid animated… thing, like this

And a GIF sticker is an animation on a transparent background or alpha channel layer like this: 

Giphy calls them a “cut out or die-cut, but animated”.

Here’s a quick example of how to make a GIF sticker using Photoshop, and if you’re after how to make on with free tools like Canva or Pixlr then skip ahead a little – a time stamp will feature in the description.

First things first, you’ll want to open a previously created PNG image in Photoshop like we have here. This could be a cut out portrait, image or even your logo.

Next, you’ll want to duplicate your image and change its movement to make it stand out or else you’ll just have a plain sticker.

For this example, we’re going to change its movement by one step for every new layer created as you’ll see here where I’ve rotated our sticker slightly clockwise, and then back again.

Now go to Window>Timeline which will open a timeline at the bottom of your workspace. You’ll want to create a frame animation, and drag ONLY your first layer into the timeline.

This will then give you the option in the timeline menu (these three horizontal lines) to ‘Make Frames from Layers’.

This will happen automatically and make each of your layers into its own frame.

Now select File>Export>Save for Web (Legacy) which will bring up the menu you see here. 

Make sure that ‘GIF’ is selected from the drop-down menu, and that the ‘transparency’ box is ticked.

If you don’t select either of those two things then… well, you haven’t made a GIF sticker.

Feel free to resize the GIF into whatever size you need. You can adjust the timings of the GIF in the timeline and then go ahead and hit SAVE. 

Boom – you got yourself a GIF sticker.

For those of you not using Photoshop, there are free tools like Pixlr and Canva.

You can use these tools to create the ‘frames’ of your animation which display slight movement, whether that’s rotation, flashing or something else.

Essentially, imagine you’re creating each page of a flip book.

Then, save your PNGs and head over to GifMaker and upload them here to make the GIF with whatever speed you like. 

Regardless of where you made your GIF there are some specifications that will restrict you when it comes to uploading to Giphy and they are:

  • Upload your stickers as .GIF files
  • Must be at least 20% transparent pixels (no white or opaque backgrounds)
  • 500-600px with even-numbered height and width
  • No max file size, phew
  • RDB colour mode
  • Must be set to loop forever upon exporting

Great work gang. Now you’ve got a GIF sticker and a verified channel so it’s time for…

 

#3 – Uploading your GIF sticker to Giphy

You’ve got a GIF, you’ve got a channel and now it’s time to share it across the world wide web for all to love and use countless times till you’re a true GIF superstar.

Head on over to Giphy’s upload section and either browse or drag and drop your files in.

Once your file has uploaded, you need to add some information and optimise your GIF sticker. 

It’s important to note, and we’ll cover it more another day, that Giphy has got a whole load of SEO value so optimising your content is super important. 

Adding your websites URL will provide users with a source, this will benefit your SEO, but will also enable users to find out more about you if they like your creations.

Add tags that are based on keywords that relate to your GIF sticker and wil be easily searchable through the platforms that Giphy’s API sits on.

For example, we’ve added ‘coffee’ as a generic term that’s easily searchable on a mobile device and relevant to the sticker, but we’ve also added ‘SGM’ which is an abbreviated version of our brand name so that we, and those who know us, can easily find it too.

Top tip, put your brand name as a tag for your GIF stickers for ease and for brand awareness.

And voila – it’s uploaded. It’s done.

It does take a little while for Giphy to push your sticker from your channel into the likes of Instagrams GIF library so keep checking and testing your custom tags till you them.

And whilst you’re in there, search SGM and check out our GIF library.

Once you’ve got a few live, encourage people to use them. Look at running a campaign, or letting your brand ambassadors or fans know they’re there for them to use. 

You can’t, as of yet, see where and when people have used your GIF stickers. So you’ll have to keep an eye out. 

But you can use Giphys internal analytics in your dashboard to get an idea on your most popular GIF stickers and the number of impressions they’ve had. 

Remember that 700 million daily user count on Giphy and prepare to have your mind blown. 

So, that was a look at how to set up a verified brand channel on Giphy, how to make GIF stickers and how to upload them for GIF-cess… terrible pun. 

If you have any more advice, or if you think we’ve missed anything make sure you leave a comment and let us know!

Fancy getting brand new episodes of Giant Wednesday to your inbox? Fill in the form below and we’ll keep you updated with the latest digital skills 👇

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How To Set Up Facebook Business Manager 2020

How To Set Up Facebook Business Manager 2020

How To Set Up Facebook Business Manager 2020 - Advertise On Social Media

How To Set Up Facebook Business Manager 2020 - Advertise On Social Media

Home > Giant Wednesday

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Read the transcript of this episode of Giant Wednesday... 👇

Scroll through Facebook or Instagram and BAM you see an advert. Relatable, right?

There’s an ad on the side of your screen, there’s a scrollable carousel thing, there’s a promoted video, an ad in your messenger… even in your local resident’s group.

But you’re here because you want to set these up, you want to run one or many of these bad boys so you now need to know how to set up a Facebook Business Manager. 

Well, let’s learn more and find out how to set one up in this week’s episode of GIANT Wednesday.

 

Hi, I’m Ben from Sleeping Giant Media and I’m here today to talk to you about Business Manager – the best tool for taking your Facebook or Instagram ad efforts to the next level. 

We won’t have time to talk through all the awesome features of Business Manager today so make sure to subscribe to our channel to find out more in our follow up videos and learn new digital skills every week.

 

So let’s answer that first burning question and give a little clarity on what Facebook Business Manager actually is.

Put simply, Facebook Business Manager is a platform which connects any business pages you manage on the platform, to an ad account. 

Yep, no more boosting your post directly from the page.

It’s time to get professional.

Business Manager means you now have access to some of Facebook’s most useful tools such as audience insights, Facebook Pixel and a swanky Creative Hub. 

Facebook’s audience insights tool allows you to find out more about your target audience, enabling you to better target and plan your marketing activities.

Facebook Pixel is an essential tool for anyone wanting to track website visits from social media channels. Trust me. You should be.

And the creative hub allows you to experiment without fear, creating ad design mockups without having to set them live so you can get feedback and sign off from other team members.

These are some awesome features and are totally worth experimenting with.

But I can’t stress enough the importance of setting up a Facebook Business Manager if you want to advertise or boost your content and get the most from your budget.

 

So cool tools, better use of budget, professional feel… have I convinced you yet? 

This is a video, so I can’t hear the response. But I’m going to assume you all said yes. It’s why you’re here after all.

And for whatever reason, those arguments weren’t enough. Here’s two more for you.

  1. It’s stupidly easy to set up.
  2. It’s free.

 

Boom. You’re welcome Zuckerberg, I’ll take my commission now.

So, let’s set up your Facebook Business Manager, shall we?

Head on over to business.facebook.com/overview or, better yet, we’ll leave a link in the description.

Next you’ll click the button to create a new Business Manager and then you’ll be asked to fill out a few simple questions about your business. 

Once you’ve filled out your answers, tick finish and there you have it. You’re the proud owner of a Business Manager.

Now you’re going to want to add your existing Facebook business pages, and then you can add other members of your team to join you.

From the main page of Business Manager, you should see buttons to add these things, but in case you don’t – head on over to business settings.

Click add page, find your business and click add. 

To add people to join you, you’ll need to add their email and choose a level of access for them. This will automatically generate an invite to them.

Now for the final step, creating your ad account. I told you this was easy, didn’t I?

Head on over to your business settings and ad accounts, then click create new ad account.

Again, you’ll need to enter some basic details, like your time zone and currency, and then you’re set.

 

It’s so easy, you’d almost thing Facebook did want you to spend money on them… 

With your pages added, team members on board and an ad account prepped, you’re ready to create some amazing ads.

The best thing you can do is explore the whole platform, seeing what’s available to you and having a test of all that you can.

Use the creative hub to try some mockups and see what’s available to you, and check out the audience insights.

Adding the Facebook Pixel to your site is super simple too, but has options for you to give details to your website developer to get them to help if you aren’t so sure. 

 

So that was a quick look at Facebook Business Manager and a walk through the simple steps you need to take to get one set up for your business. 

It’s now down to you to get familiar with the platform, and subscribe to our channel so you can be notified when we launch more videos on how to use Business Manager effectively.

If you need any more advice, or if you think we’ve missed anything, hit us up in the comments or slide into our DMs… is that right? Oh, it means what? Oh, okay. Maybe not…

Right, I think that’s enough for today.  

 

Here’s today’s Giant CheatSheet on this topic – click the link in the description to download it, or just take a screenshot if you’re on mobile!

As always, make sure you subscribe to our channel for more great content every week.

Thanks for watching, and we’ll see you next time for another GIANT Wednesday.

Fancy getting brand new episodes of Giant Wednesday to your inbox? Fill in the form below and we’ll keep you updated with the latest digital skills 👇

Want to know more?

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How To Write Effective Emails That Encourage Action & Increase Open Rate

How To Write Effective Emails That Encourage Action & Increase Open Rate

How To Write Effective Emails That Encourage Action & Increase Open Rate

Home > Giant Wednesday

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Read the transcript of this episode of Giant Wednesday... 👇

Once upon a time, we all thought signing up to newsletters was a great idea; a fairytale of offers, advice and insight from the companies we love. AMAZING! 

And then the ’90s ended and we had to put up with over-saturated markets, spammy emails and no one really knowing what to do next.

So how do you stand out and get the conversions you want through the power of email marketing?

Well, get your subject lines in order and your call to actions clear as we look at how to write emails that encourage action (clapper board) in this week’s episode of GIANT Wednesday.

 

Hi, I’m Danny from Sleeping Giant Media and I’m here today to talk to you about writing emails that encourage those reading to do what you want them to do.

If you like what I have to say in today’s video then make sure to subscribe to our channel where we release digital marketing skills-based videos every week! 

 

A strong email marketing strategy, driven by data, backed up by layers upon layers of audience insight and marketing goodness, can help to set a strong foundation for engaging and communicating with your subscribers.

Put simply, if you get your emails right, they can do good things for you, even in 2020.

But while all of that data and know-how definitely helps optimise your emails, sometimes the simple things can make all of the difference – like the actual words that make up your email itself.

The psychology of words is a powerful tool when it comes to encouraging or enticing your readers into doing what you want them to do – and with such power, comes great responsibility.

As the brains behind the keyboards, it’s up to you to make sure that you’re using language to your advantage, in a way that encourages readers to take action.

To help get you started, I’ve broken down some key points to consider when it comes to writing your next action-inspiring email marketing campaign. 

 

Number 1, start strong 

We’ve all seen stats around the importance of an email subject line, but that doesn’t make them any less shocking.

For example, one study found that almost 70% of email recipients report an email as spam based solely on the subject line.

Imagine all of the hard work you put into your email body copy, and a huge chunk of people may never see it. That’s gotta hurt.

To prevent that happening, make sure you inspire action by beginning with a subject line that grabs attention and leads to an open. That’s got to be the goal from the outset, to get that email opened.

Sometimes people don’t even get to see the full subject line, So the words you use here are critical.

I’d strongly encourage you to split test your subject lines too, seeing which has more effect on open rate and conversion. We’ve got more on split testing in a previous episode of Giant Wednesday.

But essentially means you send the same email copy but with a different subject line equally to 50/50 to your database. Depending on the success and open rate will give you a good idea on what works and what doesn’t.

Personalisation can help, so see if you can use people’s first names – in fact, studies have shown that click-through rates increased by about 15%, just through the use of personalisation. Although make sure you get it right. Seeing an email with <firstname> <surname> does not instill trust.

Keep the theme going by using personalised pronouns, too, like we and you, to help give an inclusive vibe to the copy. 

 

Number 2, know your goal

Ok they’ve opened it. Now what? 

When it comes to being effective and wanting people to take an action, you need to know what that action should be – and how that helps you achieve your goals and KPIs.

Think about your marketing strategy and what your KPIs are, and use this to determine the goal you’re trying to achieve with your email marketing. 

For example: Do you want to increase subscriptions? Boost sales? Offer a discount? or Get people to download your latest whitepaper? 

Let’s say we want to offer our audience a 50% discount for our online clothing store via our email newsletter. And from our list of 10,000 people we want 50 sales using that discount code.

Once you know this, you have a greater focus, not to go straight in and offer your discount, but to build a compelling email that has a clear and easy CTA for the user.

Whatever your goal, your emails are there to help you achieve this.

Once you have a really clear idea of what that is, you can work out how best to get it. 

 

Number 3, use the right language

When used in a clever way, marketing “power words” can help to increase the likelihood of readers taking action. 

For call to actions, in particular, the best action-inspiring phrases are often brief, clear, and have strong verbs. No Verbs.

Focus on speaking directly to the user, using their pain points and opting for specific words that speak directly to the desired outcome.

Instead of a simple ‘click here’ – not very inspiring – think about the outcome, and go for something a bit more imaginative.

So going back to our clothing store example we could use the following as effective CTA.,

“Discover the new you” or “If you don’t, your friend will” – make it sound fun and personable and interesting, and like something they actually want to do.

This will differ naturally based on your sector and your industry, but you know your audience – use your understanding of them to help you target them in a really focused way. Use the language you would use if someone came into a physical shop and you wanted to wow them with your offer.

And if you’re still a bit stuck, then remember to split test and work out what your audience responds best to. 

 

Number 4, keep things simple

It’s a fact that the average person online has a short attention span, and so the same must be true, if not shorter, for people looking at their email accounts.

Which is why it pays to keep things simple when you’re looking to inspire action with your emails. 

Not only can you make sure that your language is clear, and your CTAs are hyper-targeted, but also think about all of the other noise on the page.

From the email design to the way you arrange the words on the page, make things easy to navigate and understand for your readers.

An oldie but a goodie is the AIDA model. A good way to structure your email to deliver an action. Awareness, Interest, Desire, Action. This tends to works as readers left to right.

Awareness- Make them aware of what is in it for them in reading on, Hook them with a subject line.

Interest – Stand out, spark their attention

Desire – Make them want the thing before you have even offered it

Action – Hit them with the CTA.

Remember when it comes to email marketing, if you can use 3 words instead of 9 then that’s the approach you should take.

It’s a tough balance because you need to keep things interesting enough to grab their attention while keeping things simple enough that they stay engaged.

But once you get that balance right, you’ll see your clicks and conversions start to follow that all-important upward curve. 

Split your page into the 4 sections and work out what words are an absolute must. And then plan around that. Don’t try the hard sale unless your audience is used to it and appreciates it.

 

So, that was a quick run through some of the key things to keep in mind if you’re looking to write emails that inspire action – whatever that action may be. 

Bringing you from your customer’s spam folder, into their important folder and making a GIANT impact.

Just remember, with great power comes great responsibility, so make sure that you’re using your newfound powers of persuasion for good and not evil. 

If you have any more advice, or if you think we’ve missed anything make sure you leave a comment and let us know! 

Here’s today’s Giant CheatSheet on this topic – click the link in the description to download it, or just take a screenshot if you’re on mobile!

As always, make sure you subscribe to our channel for more great content every week.

Thanks for watching, and we’ll see you next time for another GIANT Wednesday.

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What Is Website Migration? 5 Best Practice Tips

What Is Website Migration? 5 Best Practice Tips

What Is Website Migration? 5 Best Practice Tips To Move Sites

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Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

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Read the transcript of this episode of Giant Wednesday... 👇

You wouldn’t forget to tell the gas people you were moving house, or leave your beloved piece of furniture behind with all your belongings in it… would you?

So why wouldn’t you take the same kind of care, consideration and planning when moving your website for whatever reason?

Migrating your website is super important, and I’m going to share with you why that is in this week’s episode of GIANT Wednesday.

 

Hi, I’m Sam from Sleeping Giant Media and today I’m going to share with you five pieces of advice when migrating your website.

If you like what I have to say in today’s video then make sure to subscribe to our channel where we release digital marketing skills-based videos every week!

 

So, website migration. First of all, what is it and why do you need to?

Well, maybe you’ve outgrown your CMS, want to change your web address or maybe even change up your hosting platform – whatever the reason, that’s up to you.

When you do these things, you’ll want to ensure that all the hard work you’ve put into your site with regards to SEO, usability and the likes retains its existing value – if not gaining more. 

To retain all this hard work, you’ll need to migrate over the efforts and make sure everyone who needs to know where things are, knows!

For example, say with your new site you’ve changed all the URL structures to be more consistent, but you’ve not told anyone (and by anyone, I mean setting up redirects).

Existing links to these pages will no longer work, 404’s will be everywhere, the user experience will be poor and search engines will penalise your website, decreasing its rankings and therefore your traffic.

Boooooo!

That’s why migrating is important, and that’s just one small example from a much larger migration checklist.

So now you can see what I meant – website migration is a LOT like moving house.

If you don’t take the time to tell people where you are moving to, you’ll end up with a lot of missed mail and probably some unhappy people that were trying to find you.

So to avoid poor experiences for your customers, potential users and other internet browsers, you’ll want to migrate properly. 

It’s that, or you risk sharp declines in website sessions, conversions and more – which no one wants.

There’s a whole checklist of activities to get on with, but here are my five top tips for making the process as seamless as possible:

 

Number 1: Collect As Much Information As Possible

When you’re planning on moving out, one of the first things you should do, really, is have a bit of a tidy up.

With this in mind, tidy up your website – work out what it is you want to bring with you to the new site and what there is you can afford to chuck away. 

Make a note of all these things, download what you need to and ensure nothing gets missed.

Spend a lot of time on this part and be as thorough as you can be, because once you’ve moved… whatever you forgot to bring over in the migration will be lost forever. 

So, whether that’s keywords, blogs, pdf’s, downloadables… if it’s valuable, save it. If it’s never been successful and is outdated, you can probably leave it behind.

 

Number 2: Do It During A Quiet Period

Back to the house moving analogy… it’s safe to say that most people wouldn’t want to move house over Christmas, because it’s one of the busiest times of the year and no one needs that extra stress in their life.

And yet, despite that probably being quite an agreeable statement, people don’t seem to feel the same when it comes to migrating their website.

So the advice, if you hadn’t already gathered, is to plan your migration for a quiet part of the year. 

This gives you more time to focus on getting it done right since there’s so much to potentially lose.

It also gives you more time to fix anything that breaks before peak periods for your business.

That leads me quite nicely on to…

 

Number 3: Do It In The Morning

Despite the song saying so… not everyone works 9 till 5… BUT it is still best to work around these as core working hours. 

Aim to migrate your site outside of your businesses hours – maybe look for quiet times in your Google Analytics and maybe even on a quieter day when you know you have time and it won’t impact potential customers.

This just covers your back in case anything goes wrong, and gives you plenty of opportunities to fix it.

The last thing you want if your website is sprouting leaks like the Titanic is for the people responsible for fixing it, clocking off for the night and leaving you with a mess.

 

Number 4: Make Sure You & Your Developers Redirect!

As I’ve already alluded to, one of the most important parts of website migration is redirecting links from your old one, to your new one. 

This ensures your SEO value isn’t lost, but also that people don’t end up on broken 404 pages wondering what went wrong.

Remember, links exist everywhere, and trying to track down and change every external link or social media post is a task and a half. Just set up the right redirects.

In order for value to be passed over, and to retain traffic, you need to redirect and the best way to do this is a 301 redirect – the permanent kind.

Map out your redirects ahead of time, and make sure that your developer is comfortable helping you redirect them.

 

Number 5: Make Sure To Test All Of Your Tracking

Once you’ve migrated your website… it’s important to make sure all of the tracking you might have had on your old site is set up correctly and working. 

This includes things like Facebook Pixel, Google Tag Manager and Google Analytics – all things that need to be set up to run on the new site, and checked to ensure they aren’t double counting. 

After all, if you don’t measure it, you can’t manage it.

And if you’re migrating your site, it’s important to track and see the success of your updates. 

 

So, they were my five bits of advice for website migrations. You may have guessed from my terminology that every element is important. 

Getting it wrong is easy to do if you don’t consider every part in advance, so make sure you’ve covered all options and triple-checked them.

Website migration is a big topic, some might say… GIANT. So we’ll cover off more in another episode of Giant Wednesday.

If you have any more advice, or if you think we’ve missed anything…  or maybe just want to hit us with a ‘yasss queen’ – make sure you leave a comment and let us know!

Here’s today’s Giant CheatSheet on this topic – click the link in the description to download it, or just take a screenshot if you’re on mobile!

As always, make sure you subscribe to our channel for more great content every week.

Thanks for watching, and we’ll see you next time for another GIANT Wednesday.

Fancy getting brand new episodes of Giant Wednesday to your inbox? Fill in the form below and we’ll keep you updated with the latest digital skills 👇

Want to know more?

Reach out and say hello. Come experience the GIANT side.

Newsletter

Stay up to date with the latest news and stories straight from Giant HQ.

Contact Us

Top Floor, The Civic Centre, Castle Hill Avenue, Folkestone CT20 2QY.

 Show me directions

 01303 240715

 Send us a message

Copyright © 2020 Sleeping Giant Media. All Rights Reserved.