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Posted in #HCSM

7 Data-Backed Tips To Drive More Engagement on Twitter

Backed up by research from Hubspot, here are seven tips to help you drive your Twitter marketing forward.

1. Use Both “Title Tweets” and “Copy Tweets”

“Title tweets” start each word with a capital letter — just like a headline. They are tweets with just the title of a blog post or article and the link to that article. There are no extra words. However, a “copy tweet” presents the article or blog post as a sentence or question.

Hubspot’s research showed that their average tweet copy got an average of 98 clicks, while headline-based tweets got an average of 110 clicks.

Image Credit: HubSpot

Insider Tip: The fundamental rule of clickable tweets is the same as the rule of clickable headlines. No matter how amazing your content is, few people are going to click through to read it if they’re not immediately captivated by your headline. Read 15 Ways To Crack Captivating Headlines to find out more about creating better titles for your tweets.

2. Include Shortened Links

Image Credit: HubSpot

A URL shortener is an online tool that converts a regular URL into an abbreviated version that is around 10 to 20 characters long. Use a third-party tool like Bit.ly to help you do this. Here’s what a bit.ly link looks like when it’s shortened.

Insider Tip: Don’t necessarily place the link at the end of the tweet. Zarrella’s analysis of 200,000 link-containing tweets concluded that putting the link approximately 25% of the way through would achieve the highest CTR.

3. Add Images To Tweets

Adding visual appeal to your tweet is a smart way to make your content stand out among a sea of tweets.

Image Credit: HubSpot

Insider Tip: You can add up to 4 images to your tweets ( all you have to do is click on the photo icon after you have added your first image, then add up to 3 more images) so take advantage of this and create a carousel of images to draw a reader’s eye.

4. Ask For Retweets

Twitter uses Likes and re-tweets as indicators of popularity in the algorithm.

Image Credit: HubSpot

Insider Tip: Though I’d be wary of over-doing this strategy (from a narcissistic viewpoint) it appears that you can also increase your exposure by liking and re-tweeting your own content. An experiment from Buffer found that retweeting their own tweets generated significantly higher click-through and engagement rates.

5. Add A Call-To-Action

Image Credit: HubSpot

What kind of action do you want your followers to take when they read your tweet? Whether it’s “Sign Up Here” or “Download Now”, adding a call-to-action to your tweet increases engagement by 13% according to Hubspot.

6. Recycle Tweets

At about 18 minutes, tweets have the shortest lifespan of any social media post. Even though the latest Twitter algorithm means that posts are no longer displayed chronologically, Twitter is fast-paced, and messages get buried quickly. To counter this, you need to share your post multiple times on Twitter to increase visibility (use a scheduling tool to optimize the times you post it).

Image Credit: HubSpot

Insider Tip: Practice writing multiple versions of your tweets. Then A/B test them by changing some keywords, playing with the structure, etc. to determine which works best for your specific audience. This doesn’t mean you should post the same update every time. Using best practice headline tips, write multiple versions of tweets to post — and don’t forget to include a compelling image too.

7. Tweet About Twitter

According to Hubspot, if it makes sense for your account to tweet about social media — do it. It found that their tweets that included links to blog posts and offers about Twitter and other social media topics received 22.5% more clicks on average than the average clicks for a tweet during a set period of time.

Image Credit: HubSpot

Insider Tip: From the Neil Patel playbook:

How can you talk about Twitter if your subject has nothing to do with Twitter? Try one of these:

  • Hey Twitter users….
  • Best thing on Twitter all day…
  • You needed this in your Twitter feed…
  • Twitter is raving about…

To Sum Up

The key to success with Twitter, as with life, is to work smarter not harder. Implement these tactics the next time you post on Twitter and watch your engagement rate rocket.

You might also like to read What To Post on Twitter: A Cheat Sheet For Healthcare Tweeters

Posted in Cool Tool

Monday Morning Cool Tool: NameCheckr

I love learning about new tools to make social media marketing more creative and effective, so I am sharing some of my favourite tools with you at the start of each week.

This week’s cool tool recommendation is NameCheckr – a tool  to research domain and social username availability.

Picking a unique and available name can be a challenge. This tool aims to simplify that process by helping you find the best name cross the most popular social networks.

Posted in #HCSM

10 Questions To Answer For Healthcare Social Media Success

This post outlines ten questions you should ask yourself before using social media. Whether you are a social media beginner or a seasoned pro, the following questions and actionable steps will help you achieve success with social media.  

1. Who Am I Speaking To?

Before you start planning your social media, you need to know who your audience is. To create an experience that connects directly with your audience, you have to get to know them, from their psychological behaviors to their demographics.

Create audience personas that don’t just describe your audience’s demographics, but also their challenges, dreams, hopes, and fears. You should know where your audience hangs out online, and what communities inform, inspire, and influence them.

Download my audience persona template here

You can identify who you are reaching and whether they fall within your target audience by finding data on your existing audience. You can do this with Google Analytics and built-in audience analytics features like Facebook Insights and Twitter Analytics.  

2. Which Social Media Platforms Should I Choose?

Armed with information on who makes up your audience, the next step is to determine which social media platforms they use and direct your efforts accordingly. This doesn’t mean that you have to be everywhere at once. Do your research to determine where best to focus your social media efforts to be successful.

Use Surveys (e.g. Survey Monkey), Polls (PollDaddy; Facebook; Twitter), and publicly available reports to match your audience demographic to the social networks they use.

3. What Do I Want To Achieve With Social Media?

Goals and objectives guide every decision and tactic in your strategy. By setting clear goals, you kickstart the process of collecting data and tracking metrics, so your future marketing will be data-driven.

Goals should be as specific and trackable as possible. The more detailed your goal, the easier it will be to see if you’ve accomplished it. Use the SMART goal-setting model, which means specific, measurable, and achievable within a certain timeframe. Also, set benchmarks so you can see what’s working and what’s not so you can put more effort into what’s working.

4. What Is My Social Media Budget?

Social media requires money and man-hours. It’s up to you how you allocate them. There’s a misconception that social media is free. It’s true that all the major platforms are free, but most offer premium features you might want to check out.

It’s a good idea to budget for paid advertising, particularly if you want to make an impact on Facebook, where organic reach has steadily declined over the past few years.

5. How Much Time Can I Give To Social Media?

Time is another cost you need to factor in to the social media equation. To achieve results and credibility you have to be prepared to devote time regularly to producing and promoting content and engaging with your audience.

Ask yourself how much of a time commitment can you afford for social media? Will you concentrate on just one platform and do this really well? Do you need to hire some social media help?

The good news is that there are many ways you can actually save time and become more productive in managing your time online.All it takes is some organization, a few social media tools, and a dash of creativity.

Read Ten Tried and Tested Time Saving Tips For Social Media for ideas.

6. What Type Of Content Will I Create?

Your answer to the previous question may influence the type of content you will create for social media. Do you have time to write regularly for a blog? Would it be better to make short videos for YouTube or to communicate through a livestream broadcast?

You also need to keep in mind the content that works best on the platforms you have chosen – for example, Facebook, Instagram and Pinterest require high-quality visuals (and increasingly this means video) to stand out. Whichever type of content you intend to create, quality and consistency are more important than quantity.

Read How to Create a Winning Content Strategy for more content tips.

7. What Are My Competitors Doing On Social Media?

You can learn a lot by taking some time to observe what your competitors are doing online. Which social media platforms do they use? What type of content do they share? How does their audience respond to them? What are they doing really well? What aren’t they currently doing that you could do well?

Take Action! Compare your competitors’ social footprint and content against your own. How have they chosen to use brand images? How many followers/likes do they have? How often do they post? What types of posts do they create? What is engagement like for each of these post types? What aren’t they doing?

Recommended Reading How To Conduct A Competitor Audit on Social Media

8. Who will be responsible for social media?

When developing your social media strategy, it’s key to clearly define roles and understand who will manage, monitor, and engage on each account. You may wish to take full responsibility for maintaining your social media presence, but if you are giving the task to someone in your organization, or hiring outside help, you need to ensure they are the right person for the job.

There are many different roles which make up a social media marketing job (for example content creation, e-mail marketing, social media management etc.). Clearly define the roles and outline the responsibilities of this position.

Recommended Reading: Do You Have What It Takes To Be A Social Media Manager?

9. How will I monitor social media?

From a marketing perspective, social media monitoring will help you determine the impact on your product, service or brand, and if required, make adjustments to your communication, marketing or sales plans. Responding in real time and resolving issues around your brand should they arise, strengthens public perception that your focus is strongly centred on customer satisfaction.

There are many free and paid monitoring tools, with new services being added continually, which will help you track the metrics relevant to your brand across the web. The tools vary in scope and range across a number of sites, real-time or delayed searching, sophistication of analytics, flexibility of data presentation, integration with other applications, and cost. Which one you choose will depend on your budget and the level of analytics you wish to achieve.

10. How will I measure social media success?

How will you know if you achieve your social media goals? To determine how effective your social media efforts are, you will need to measure your results. Understand and track the metrics that matter to the core of the business and the bottom line. Social media metrics should always be tied to your overall business goals. Go beyond vanity metrics which merely serve as an ego-boost. Instead, ask if these metrics make an impact on your bottom line.

Take Action: Use platform native tools such as Facebook Insights and Twitter Analytics, third-party tools, and measurement of social traffic and conversion with Google Analytics to track and measure your progress.

Posted in Thursday Tip

#ThursdayTip: How To Analyse Your Twitter Activity

Welcome to this week’s social media quick tip. Today I want to show you how to use Twitter’s Analytics Dashboard. 

The Tweet activity dashboard is a tool you can use to learn more about your Tweets and how they resonate with your audience. For instance:

  • See how people engage with your Tweets in real-time.
  • Compare your Tweet activity and followers, and see how they trend over time.
  • Click on any Tweet to get a detailed view of the number of Retweets, replies, likes, follows, or clicks it receives.
  • Get detailed insights into who your audience is, especially those who engage with your Tweets.
  • Download your Tweet metrics.

How to use it

To get started, log in to analytics.twitter.com with your Twitter username and password to turn analytics on for your account.

To access your Tweet activity:

    • On a desktop or laptop computer, visit analytics.twitter.com and click on Tweets.
    • In the Twitter app for iOS or Android, tap the analytics icon visible in your Tweets. Make sure you have installed the latest version of Twitter for iPhone, iPad, or Twitter for Android.

I’m going to show you how this looks on my account on a laptop.

tw

From here I can click into an individual Tweet to see specific data for that Tweet:

tw

Use Twitter Analytics to track your progress over time – see which tweets resonate most with your followers, track your follower growth and more.

Here’s to your social media success!

 

Posted in #HCSM

7 Free Google Tools To Boost Your Healthcare Marketing

Over two decades ago, two Stanford Ph.D. students launched a new search engine with a bold mission to organize the world’s information and make it universally accessible and useful. 

Now two decades later, at the first sign of a symptom, patients instinctively turn first to “Dr. Google” to find answers to their health questions.

But Google is more than just a powerful search engine. 

Google also provides us with some really useful tools as online marketers and communicators.

In this post, I’m going to share some of my favorite go-to Google tools that I regularly turn to. Best of all these tools are completely free so you can enjoy trying them out without spending a cent.

1. Google Mobile Friendly Test

Use Google Mobile-Friendly Test to see how easily a visitor can use your page on a mobile device.

Just enter a page URL to see how your page scores.

Why this tool is useful

Having a mobile-responsive site (ie one that automatically changes its layout and placements of certain menus and buttons automatically) is important because firstly, not only are over half of patients searching online for health information on their smartphone, but secondly, Google now gives ranking priority to those sites that are mobile friendly.  In fact, Google has stated that it will penalize websites that aren’t mobile-responsive, so if your site isn’t optimized for mobile devices, you’ll likely lose out significantly in the organic search rankings. 

Use Google Mobile-Friendly Test to see how easily a visitor can use your page on a mobile device.

2. Google Page Speed Insights

PageSpeed Insights is a tool that indicates how well a page performs on the Chrome UX Report and suggests performance optimizations.

Why this tool is useful

Although speed has been used in Google ranking for some time, that signal was focused on desktop searches. Google announced that starting in July 2018, page speed will be a ranking factor for mobile searches too.  This marks an important shift in Google’s approach to measuring page speed while stressing the importance of mobile user experiences.

3. Google Alerts

Google Alerts are email updates of the latest relevant Google results (web, news, blogs) based on your choice of query –  for example, keeping updated on emerging healthcare trends. You can control how often you receive these alerts (daily or weekly), whether you wish to receive all mentions, or limit it to the most relevant, and you can add new alerts, or delete old ones at any point.

Why this tool is useful

Use Google Alerts to monitor who’s talking about your brand. This is important so you can respond to any criticism, complaints or thank someone for writing something positive about you.

4. Google My Business

Google My Business is a simple-to-use tool that allows small business owners  to increase their online visibility and promote their business information on Google Search.

GMB appears on the desktop – just to the right of the organic and paid search results. If you’re on mobile, it appears as a top result before the organic results. If you haven’t set up your GMB listing, it’s time to do so. Follow these step-by-step instructions to get started right away.

Why this tool is useful

According to Google “Providing and updating business information in Google My Business can help your business’s local ranking on Google and enhance your presence in Search and Maps.”

5. Google Analytics

Tracking the number of visitors to your website, where they came from, how they got there, and what they read can provide you with important marketing insight. The most comprehensive and free tool to do this is Google Analytics.

Why this tool is useful

Use Google Analytics to track top-performing content on your website, and the native analytics tools of each of the social networks you use to discover the type of posts that get the most engagement (shares, comments, likes, click-through rates, etc.)

6. Google AdWords

 Google Ads Keyword Planner gives you insight into the volume of monthly searches for a particular keyword, and how much and how much competition there is, based on advertising spend for sponsored links. It also returns suggested terms you could use instead or alongside your original keyword.

Why this tool is useful

If you want your website to rank higher in Google you have to make sure that you’re using the right keywords. Keyword research is vital because identifying the terms people are searching for will determine the kind of content you create and the way you will optimize it.

7. Google Trends

Google Trends analyzes a portion of Google web searches to compute how many searches have been done for the terms you enter relative to the total number of searches done on Google over time.

Why this tool is useful

You can use this tool to evaluate the popularity of certain terms, compare them against other keyword variations, analyze how their popularity varies over time and in different regions/languages, and show related keywords, which can be helpful in getting new keyword suggestions.

Do you use any of these Google tools? Do you have any other Google tools to add to this list?

Posted in Cool Tool

Monday Morning Cool Tool: Cliché Finder

This week’s cool tool recommendation is ClicheFinder – a tool to help you eliminate overused clichés from your writing. 

This free tool finds and highlights words, expressions, and phrases that are trite, stale, or overused to help you improve your copy. To use simply copy and paste your text and click the button marked ‘Find Clichés’.

Visit https://www.clichefinder.net to try for yourself.

Posted in Cool Tool, Infographics, Visual Marketing

Monday Morning Cool Tool: Visme

This week’s cool tool recommendation is Visme – a browser-based design tool that allows you to create interactive presentations, infographics, banner ads, animations, and more.

Want to create a quick presentation? Visme makes it easy. Log in and click Presentations.  Choose the template that you like and start creating your presentation right away.

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Insert text using Visme’s shapes and icons, images as well as widgets to visualize your data into graphs and tables. You can even add video or record audio.

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Similarly, you can use Visme to create infographics, reports, social graphics, and even e-books. You can search through hundreds of custom templates and fully customize each of them to fit your specific needs.

Useful Links

Presentations:
https://www.visme.co/presentation-software/

Infographics
https://www.visme.co/make-infographics/

Charts and Graphs
https://www.visme.co/graph-maker/

Flyers for Print
www.visme.co/flyer-maker

Pricing

Visme offers three types of accounts, one of which is free. You don’t get everything with a free account, but you get more than enough to start creating content. A Basic account is also a great way to test drive the solution before you buy.

Go to http://www.visme.co to get creating. 

Posted in Cool Tool

Monday Morning Cool Tool: SnapWidget

I love learning about new tools to make social media marketing more creative and effective, so I am sharing some of my favourite tools with you at the start of each week.

This week’s cool tool recommendation is SnapWidget – a tool that allows you to display your Facebook, Twitter, and Instagram photos in collage format on your website or blog.

When you post photos and videos to Instagram, Twitter, Facebook or YouTube, the widget on your website, blog or Shopify store automatically updates with new content.

Pricing

You can start with a free plan and if you find you need more features, you can try out a paid plan for free for 14 days.