Posted in #HCSM

How To Create Your Own Coronavirus Graphic

If you’re a Canva user, you’re probably already aware of their new templates to help you create and share health and safety announcements during this unprecedented time of Covid-19.

Based on information from the World Health Organization (WHO), these templates are a great way to easily share essential information, while at the same giving you the opportunity to add your own branding.

If you’re new to Canva and graphic creation, I encourage you to start with these ready-made templates. I have a step-by-step guide here on how to get started with Canva.

These templates are fully customisable with graphic elements and colours of your own choosing. You can even create an animated graphic.

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You might also like to check out my post How To Create A Healthcare Infographic

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Access Your Twitter Data

Welcome to this week’s quick social media tip. Today I want to show you how to review your Twitter data.

Reviewing your Twitter data can give you insights into the type of information stored for your account.

What type of information is available to you?

Your Twitter data provides you with a snapshot of your Twitter information, including the following:

Account: Log into your Twitter account and go to More.

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Click on Settings and Privacy. You will see information such as your username, email addresses or phone numbers associated with your account, etc.  You can update or correct most of this information at any time.

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Account history: You’ll also be able to see your login history, as well as the places you’ve been while using Twitter.

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Apps and devices: You can also view the browsers and mobile devices associated with your account (if you are logged in) or current device (if logged out), and the apps you have connected to your Twitter account. If you see login activity from an app you don’t recognize or that looks suspicious, you can go to the Apps tab in your settings to revoke its access to your Twitter account. The IP location shown is the approximate location of the IP address you used to access Twitter, and it may be different from your physical location.

Account activity: You will be able to see the accounts you’ve blocked or muted.

Interests and Ads data: You can also see interests that Twitter and its partners have inferred about your account or current device.

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You can also view any Twitter advertisers who have included your account or current device in their tailored audiences. You can opt-out of interest-based advertising in your personalization and data settings. This will change the ads you see on Twitter, however, it won’t remove you from advertisers’ audiences.

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Download an archive of your data: You can also download a machine-readable archive of information associated with your account in HTML and JSON files.

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Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Optimise Your Social Media Profile

Welcome to this week’s quick social media tip. If you find yourself with some extra time on your hands, why not take the opportunity to review your social media profiles. 

Your social media profile is the first place people will find you online so it’s important you make a good first impression. Check out this video quick tip to make your social media profile shine.

 

Here’s to your social media success!

Posted in #HCSM

How To Better Manage Social Media With Hootsuite

Juggling several social media accounts across multiple platforms can be quite the challenge. I rely on a variety of digital marketing tools to streamline my social media activity, and top of the list is Hootsuite.

What Is Hootsuite?

Hootsuite is a very useful application for managing all your social media channels in one place.   The basic Hootsuite plan is free. It enables you to view and monitor multiple streams in a single dashboard and allows you to keep tabs on key phrases, terms, keywords, brand mentions, etc.

What are the Benefits of Using Hootsuite?

Among the many benefits of using Hootsuite (either as part of a team or as an individual) is the ability to save time by scheduling your social updates in advance. Simply pick a day and time of your own choosing. This enables you to create a social media schedule that includes optimal times when your audience is online – even when you aren’t.

How To Use Hootsuite.

In today’s post, I am going to take you step-by-step through the process of setting up a Hootsuite account, and how to get the most from it.

Step 1: Create a Hootsuite account

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Go to https://hootsuite.com and click Sign Up in the top-right corner.

Click to select the plan type that fits your needs.  If you’re looking for a free plan, scroll down the page until you come to this:

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A free plan is perfect for an individual just getting started.

Enter your information.

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Once you set up an account and log in, Hootsuite will guide you through the basics of connecting networks and organizing streams.

Step 2: Add social networks

Hootsuite is optimized for managing Twitter accounts, but you can also post to your personal Facebook and LinkedIn accounts, as well as to pages and groups of which you’re a member or administrator. You can manage up to three social networks with Hootsuite Free.

In the Hootsuite dashboard, select Streams  from the launch menu.

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Click Add Social Network

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Select a social network from the list.

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Click Connect – you will then be asked to authorize your accounts to connect to the Hootsuite dashboard.

Step 3: Set up tabs and streams

Now that you’ve added social networks to your dashboard, set up streams for each one to monitor conversations and engage with your followers.

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Select Streams  from the launch menu.

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Click Add Tab  in the top-left corner, give it a name, and then press ENTER.

Inside each tab, click Add Stream.

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Click the streams you want to add for that profile.

Below is a screenshot of how my own Hootsuite dashboard looks with just three streams added.

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You can add more streams and you can drag and drop the order of each stream to suit you.

Add a Search Stream

Search streams are especially valuable for finding social activity around specific users, locations, hashtags or keywords.

To add a search stream

Select Streams  from the launch menu.

Select a social network from the list on the left, and then select a profile from the drop-down list. I’ve chosen to search for keywords on Twitter in this example.

Enter a search term. You can enter up to 3 words or phrases you would like to track.
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Twitter searches can include more complex queries. Click Show examples to see how to format search queries. (It’s not essential to include this step unless you want to do a  more robust search.)

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Click Add Stream when you are done.

This will create a real-time stream of people who are tweeting using that keyword.

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For more detailed information on adding Search Streams, visit Hootsuite’s Guide. 

Step 4: Publish messages

When you want to publish an update, follow these steps. Click New Post New_post.png in the top-right corner of the dashboard.

This brings up a full-screen Composer window which lets you preview your posts on each social network before you send or schedule them.

Click Select social networks, and then select the social profiles to post your message to. You can search by social network or profile name to surface the right profile.

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In the Text field, enter the content of your message. The character count for each social network selected will display above the Text field.  To mention a Twitter user, enter @ followed by their username, and then select the correct user from the list that populates.

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Enter or paste links right into the Text field. You will also be given the option to shorten your link.  

A link preview will appear on the right of the Composer screen.

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To upload an image, drag and drop files into the Media box or click select a file to upload to attach your own images or a video to your post. Hootsuite will also suggest images it has found in your post to you.

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Or, you can click Open Media Library to search free stock images or GIFs to include in your message. Click an image to attach it to your post (you can choose up to 4 images).

download (85)Click Close Media Library in the top-right corner when you’ve chosen an image.

On any attached image, you have the ability to edit, crop, add overlays and text, or make other adjustments to it by clicking on Edit with Creative Cloud.

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Click Save when you are done editing.

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Find more details about posting images click here.

To post the message right away, click Send Now in the bottom-right corner.

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To schedule the message, click Schedule for later, select a date and time to publish the post, click Done, and then click Schedule.

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You can view your scheduled posts in an easy-to-read calendar format.

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Other Features To Try

Hootsuite on Mobile

You can manage your social media on the go with the Hootsuite mobile apps for Android and iPhone, iPad & iPod Touch. These can be downloaded from your device’s app store.

Advanced Hootsuite

The Hootsuite App Directory is a library of free and paid third-party apps developed to extend the functionality of the Hootsuite dashboard.

  1. Select App Directory App_Directory.png from the launch menu.
  2. Click Install App beside the app.
  3. Click Finish.

See Install Apps for more details.

 

 

 

 

 

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Assign Admin Roles on Facebook

Welcome to this week’s social media tip. Today I want you to show you how to assign admin roles on your Facebook Page. 

Facebook allows five different administrator roles: admin, editor, moderator, advertiser and insights analyst. Each role has different capabilities.

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Admin can manage all aspects of the Page. They can publish and send Messenger messages as the Page, respond to and delete comments on the Page, post from Instagram to Facebook, create ads, see who created a post or comment, view insights, and assign Page roles. If an Instagram account is connected to the Page, they can respond to and delete comments, send Direct messages, sync business contact info and create ads.

Editor can publish content and send Messenger messages as the Page, respond to and delete comments on the Page, create ads, see who created a post or comment, post from Instagram to Facebook, and view insights. If an Instagram account is connected to the Page, they can respond to and delete comments, send Direct messages, sync business contact info and create ads.

Moderator can send Messenger messages as the Page, respond to and delete comments on the Page, create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can respond to Instagram comments, send Direct messages and create ads.

Advertiser can create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can create ads.

Analyst can create ads, see who created a post or comment, and view insights. If an Instagram account is connected to the Page, they can create ads.

To assign a role go to Settings on your Page, and click on Page Roles. Scroll down through the options above to choose which roles you wish to assign to your team members.

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Here’s to your social media success!

Posted in #HCSM

A Grammar Tip for #GrammarDay

Today, March 4, is designated as #GrammarDay and the perfect opportunity to remind you of the importance of good grammar and spelling as a way to present a positive and professional online impression. 

Even those of us who pride ourselves on our composition and spelling can slip up. It’s easy to type fast and miss that you wrote “their” instead of “there.”

To help avoid these kinds of mistakes, I use Grammarly a free writing app available as a Google Chrome Extension. Grammarly will catch those easy to make mistakes and question your use of the word. It also suggests better ways to get your message across.

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Adding Grammarly to Chrome means that your spelling and grammar will be vetted on Gmail, Facebook, Twitter, Linkedin, Tumblr, and nearly everywhere else you write on the web.

I use it all the time and find it super useful.

Click here to download the app.

You might also like to read 8 Proofreading Tips and Techniques 

Posted in #HCSM

How to Care for the Millennial Patient

Millennials (aged 20-35) are often called the “C” generation, “C” standing for “connected.” They are the first generation to be born in today’s digital environment where they’ve had 24/7 access to streams of information and constant connection via technology.   Along with this shift in demographics comes changes in experiences, attitudes, and expectations, all of which have implications for health care providers.

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2012 study from ZocDoc and Harris Interactive found that 51 percent of millennials surveyed visit a physician less than once per year. They believe seeing a doctor is too much of a “pain.”  According to a Salesforce’s State of the Connected Patient report, millennials are generally frustrated with filling out repetitive forms, and the time wasted waiting in a doctor’s waiting room.  Seeing a doctor is an unwieldy, expensive and unwelcome errand.

Understand that millennials are heavily invested in technology, and then get your own technology in order.

In contrast to authority-driven customer communication modes, nearly half of all millennials want their healthcare experience to feel more accessible and engaging.  While millennials have different and sometimes non-existent relationships with their doctors, they believe digital health has the potential to change that.

Digital healthcare that gives a greater sense of control is of great value to millennials.  Commonly cited examples of digital health include health tracking devices like Fitbit, self-diagnosing websites like WebMD, and apps that make it easier to make appointments, order medication, store individual health data, and recommend preventative health measures.

Millennials Turn Online For Health Information

Millennials are driven by information. It is how they make buying decisions and decisions about their own health.  Unlike previous generations, millennials don’t rely on a strong relationship with their doctor.  They are mistrustful of authority (in a study conducted by Greyhealth Group and Kantar Health, only 58 percent of millennials said they trust their doctors), preferring to google their symptoms and self-diagnose prior to scheduling a doctor’s appointment

Compared to any other generation, they default to — and prefer — information corroborated by multiple channels and influencers. In fact, before even meeting with a healthcare professional, 54% of Millennials have consulted as many as seven information sources for purposes of self-diagnosis from blogs to medical message boards, ratings and reviews and more.

Become The Trusted Online Source

Making a practice accessible online is essential to attract millennial patients.

Take a look at how you deliver information to your patients, as well as how you offer appointment scheduling.  Millennials want health information to be readily available and easily understandable.

Review your website. Weed out any industry jargon and hard-to-digest information.  Make forms available on your site so patients can fill them out ahead of time online.

Embrace social media and content marketing. Create and share high-quality content that provides engaging, important information about self-care.

While millennials are glued to their smartphones, few actually use the device to make a call –  so use more email and automated text messaging (a 2014 Gallup poll shows that 68% of people ages 18-29 utilize text messaging)  to communicate. with them.

Embracing The Future of Healthcare

Millennials are the first of a technologically-savvy generation of health seekers – closely followed by Generation Z (born between 1995 and 2010).  Embracing the future of healthcare means embracing communication channels that reflect millennials’ wants and expectations.  Regardless of specialty, ensuring your practice offers the accommodations younger patients seek out should become a higher priority in 2019.

Further Reading

Posted in #HCSM

How To Develop A Social Media Strategy For Healthcare Marketing

In the past decade, social networks have evolved from “a nice to have” add-on to a necessity for healthcare marketers. 

If you haven’t yet integrated social media into your marketing mix, it’s time to do so. Not only is social media marketing more affordable than traditional forms of marketing, but it’s also more accountable, with specific tracking and monitoring options at your disposal.

When using social media for marketing purposes, it’s important to understand that social media marketing is more than just creating social accounts and posting updates once in a while. Nor is it merely a digital tool to broadcast updates. To make social media an effective means to reach patients you need to take a strategic approach.

Before diving into social media, you need to think about what you are actually trying to accomplish. The temptation is to start right away by building a following on one or more of the popular social media platforms. But actually, this is not where you should start.

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Image: Marie Ennis-O’Connor

You need to start with your “why” before your how. In a recent interview, Lee Aase, communications director for the Mayo Clinic Social Media Network (MCSMN), pointed out that “Everything starts with why you are using social media If you do not have that “why” out there, then it’s going to be easy to not be motivated enough to stay with it.”

When I take on a new client, I always start by working deeply with them to uncover their motivation for wanting to use social media.  I believe this step is so critical that on occasion I have to advise some clients that they are not ready to commit to social media.

Social media will only work for you if you are prepared to put the work in.

For those of you reading this who are ready for the challenge and willing to work at it, read on to find out the next steps you need to take to ensure the time and effort you spend on social media will pay off for you.

A Six-Step Approach To Developing A Social Media Strategy For Healthcare Marketing

Step #1 Set SMART Goals

Without goals, it’s hard to know exactly how well your social media strategy is performing. Clear goals will not only propel your strategy forward, but they will also serve as defined metrics when it comes to measuring your progress. Describe the specific goals and outcomes you’re seeking to accomplish with your social media activity. These should be aligned with your business goals and clinical priorities.

Do you want to attract more patients? Communicate more effectively with existing patients? Create and maintain an online reputation? Drive traffic to your website? Chances are you may want to do all of these things, but it’s best to identify your top two to three goals and focus on them first.  Whichever goal you wish to pursue, make it as detailed and specific as possible. The more trackable your goal is, the easier it’ll be in a few months to see if you have achieved it.

Take Action: For a goal to become a reality, it needs to be specific, measurable, attainable, and realistic, as well as time specific — these are often called SMART goals.

Step #2 Understand Your Audience

Before you jump into the tactical and practical details of your social media plan, it’s critical that you take the time to understand your audience.  Where do your patients go online for research? What health issues concern them the most? Which online communities inform or influence them? What times are they online? Consider your audience’s engagement time, not your work hours.

Take Action: Start by finding data on your existing audience. Use the Demographics and Interests sections of Google Analytics and the audience analytics features contained within Facebook Insights and Twitter to help you.

Step #3  Set Your Marketing Budget

The perception that social media is free is misguided. The days you could make an impact with a few tweets or Facebook posts are long gone. Running a social presence now requires an investment of resources.  You may need to buy-in services such as SEO (search engine optimisation), analytics software, content or creative support. You will also need 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.

Take Action: Set a realistic budget and create a digital marketing strategy that works within it. Whatever you decide to spend money or time on, be sure to track how your content performs on social media relative to the amount of time and money you put against it. This is your social media return of investment (ROI) and it is closely linked to the goals you set at step #1.

Step #4 Choose Your Social Channels

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. Most marketing efforts are focused on the trifecta of Facebook, Twitter and LinkedIn, but visual platforms such as Pinterest, Snapchat, and Instagram are also very popular for healthcare marketing.  This doesn’t mean that you have to be everywhere at once. It’s important, especially if your resources are limited, that you’re focusing your social media efforts in places that will generate the most return for your time online.

Take Action: Do your research to determine where best to focus your social media efforts to be successful.  Read Which Social Network Is The Right One For Your Medical Practice? for more advice.

Step #5 Create A Content Strategy

If patients are searching for health information online you need to be creating and sharing what they are searching for.  Tune into the health stories patients are reading about and be ready to provide context, counter misinformation and dispel myths with medically factual information.

When creating a content strategy for your medical practice consider the following points.

What makes you uniquely you? What values does your organization stand for? Use social media to communicate the “who” and “why” of your practice. What unique qualities make you stand out?

Consider your social media tone and voice. How do you wish to communicate on social media? Do you wish to be seen as authoritative, inspiring, friendly, approachable, or helpful? Authentic communication and engagement are highly valued traits online as much as offline.  Look to build and strengthen trust and credibility in all your online interactions. The tone and voice you use should be consistent through all social channels. Your patients should be able to instantly recognize the tone in your social media messages as identifiably you.  Establishing a clear and identifiable voice can also make it easier for others in your office to post on social media for your practice.

Consider the type of content that works best on each platform. Facebook, Instagram, and Pinterest require high-quality visuals to stand out. A blog, on the other hand, is better suited to long-form thought pieces. Think about how you can vary your message delivery to complement how people like to consume online information. Alternate between written content, video, infographics, and podcasts to match your audience’s preferences.

Take Action: Create content that truly resonates with your patients. Generally speaking, patients are less interested in your brand, your physicians or your technology, than they are in how you can help them solve their problems. Great content is not about you, but about what you can do for your patients to improve their quality of life. Use a mix of original content and content curated from highly credible evidence-based sources.

Step #6 Track And Measure Social Media Activities

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. Some key metrics to track are the number of followers you attract and retain, what people are saying about you, your company, or brand, and which social media channels drive the most traffic to your website. Social media metrics should always be tied to your social media marketing goals and your target audience.

Take Action: Use built-in 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.

With currently 2.8 billion social media users globally, expected to rise to almost 3 billion users by 2020, social media’s influence has still not reached its peak. It’s a dynamic environment in which new networks emerge, old networks evolve, and user bases continue to grow exponentially. It’s easy to feel overwhelmed by this rapidly moving landscape and unsure of your progress. By building your social media strategy on a solid foundation you are less likely to become distracted by shiny new tools, and more likely to see results over the long-term.


Need help creating a social media strategy for your business?

Get in touch with us to discuss your needs. 

Posted in #HCSM, Thursday Tip

#ThursdayTip: How To Add Power Words To Your Headlines

Welcome to this week’s quick social media tip. Today I want you to think about the value of adding power words to your headlines.

Your headline is the first impression you make on a prospective reader. An eye-catching headline is a key factor in getting readers to click through to your content.

An attention-getting headline will capture the reader’s attention right away and compel them to want to find out more. Clear, concise, and original content is important, but words that appeal to their emotions is the magic ingredient to giving your visitors a reason to want to dive deeper.
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“Trigger” words can entice readers to your content, but use these words with caution because they can also trigger skepticism and distrust. Make sure your content carries through on the promise in the headline and always avoid click-baiting.  Always craft a headline that links to authentic and relevant content.

Your to-do list for today:

Posted in #HCSM

Write Better Headlines With These 9 Winning Formulas

“The purpose of a title is to get potential readers to read the first line of your content.” – David Ogilvy

David Ogilvy, the original Mad Man of advertising, once famously said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Ogilvy’s remark reminds us never to underestimate the power of the humble headline.

Even in this digital age, headlines count.

Think about how many headlines you read every day while searching online or browsing social media. What makes you actually click on an article or post to read it?

Quite often it’s the headline.

According to Copyblogger, on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.

Your headline is the first (perhaps only) impression you make on a prospective reader.

And yet many content creators treat their titles as an afterthought. The good news is that writing captivating headlines is a skill you can learn and hone to perfection.

Over the years, I have developed some tried and tested formulas for writing headlines which compel readers to click and read more.

In this post, you will learn nine secrets to writing great headlines that work every time.

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There’s no absolute rule on how long your title should be, but try not to make it any longer than it needs to be.

As a rough guide aim for 6-10 words or 50-60 characters.  It’s worth remembering that when the length of your headline exceeds 62 characters, search engines ignore the remainder of the headline (which may decrease your click-through rate).

CoSchedule has some good information on optimal headline length here: What Really Is the Best Headline Length?

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People love number-style articles. Our brains are attracted to numbers because they automatically organize information into a logical order.

Several research studies have shown that headlines with numbers tend to generate 73% more social shares and engagement (interestingly, research shows that headlines that contain odd numbers have a higher click-through rate than headlines with even numbers).

When adding numbers to your title, use the numeral, not the word. Web users scan headlines and using a numeral makes your title more scannable.

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Question headlines have two benefits. Firstly, they leverage a reader’s curiosity.   Secondly, a question headline boosts your SEO efforts.

Increasingly, people are using voice search on their smartphones, tablets or voice assistants (like the Amazon Echo or Google Home devices) to search for information on the Internet. It’s estimated that by 2020, 50% percent of all searches will likely be voice searches. In essence, voice searches are largely about answering questions, not about focusing on individual keywords.

Question headlines help future-proof your content for SEO. To quote NewsCred, “If you’re a marketer, ‘What’s the Alexa strategy?’ will be a question you’ll be expected to answer.”

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It’s important to include keywords in your titles if you want to rank higher for particular search terms. Adding them at the start of your headline can have a greater SEO-impact than if you include them at the end of a title.

When researching keywords I like to turn to Google Related Searches. You’ve probably noticed that Google displays related search results at the bottom of the first page when you type in your Google search query. This is a helpful resource as it returns ideas that are relevant to your topic based on user interest and contextual words.

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Personalizing your title by adding a “You” or “Yours” makes your headline more effective since it speaks to your readers’ concerns and sounds more conversational. It’s important to use the words and language your audience actually uses. If you’re not sure what that language is, use social media as a listening tool to find out.

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All great headlines are benefit-driven. David Ogilvy said that the headlines which work best are those that promise the reader a benefit. Keep the benefit upfront and specific in your title. Will your readers learn something new? Are you offering actionable steps for them to take?

Including words like tips, ways, strategies, etc. in your headline promises your readers that they will know more and do more after they have read your post. Be sure you deliver on that promise. Ask yourself: “As a reader, what would I expect to read if I clicked through to this post?”

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Research by CoSchedule found that content with emotional value gets shared significantly more than content that contains little emotional value. Emotion is a key driver for making people click and share your content, with positive emotions driving more clicks and shares than negative or neutral content.

If you want to test this theory for yourself, plug your headline into the Advanced Marketing Institute’s Emotional Marketing Value (EMV) Headline Analyzer. This tool scores the EMV of your headline with a breakdown of why it scored that value. A perfect score would be 100%, but don’t despair if yours doesn’t match up. According to the Institute, “most professional copywriters’ headlines will have 30%-40% EMV Words in their headlines, while the most gifted copywriters will have 50%-75% EMV words in headlines.”

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All words are not created equal. Although I’m no fan of hyped-up phrases, the judicious use of power words in your headline will grab a reader’s attention fast.

Try reading the title of this post, omitting the adjective “Winning”, and it’s not quite so compelling. The key here is to make sure the choice of word is justified. Don’t say your solution is “easy” if it clearly involves a lot of work. Download a list of 90 headline power words here.

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By nature we are curious beings, so leverage that curiosity in your titles. Learn from the masters of the headline craft, Buzzfeed and Upworthy. A word of caution here—when using this formula, never resort to click-baiting. Always craft a headline that links to authentic and relevant content.

Over to you

Test out the suggestions in this post next time you sit down to write a piece of content. There is no excuse to settle for a “good enough” headline. Keep a swipe file handy for inspiration, adding to it every time you see a great headline. The more you practice, the more skilled you will become as a headline writer.

Do let me know what your favorite headline formula is. Which headlines work best for your audience? Share your best tips with readers in the comments below.


This post first published  Mayo Clinic Social Media Network