Week number four of 2019 is done, so we thought we would share the "Top 4 Things We Learnt In Week 4 of 2019" about Facebook, writing copy, content strategy and SEO.
Facebook to integrate Instagram, Messenger and WhatsApp
Probably the most talked about subject by social media users is the merging of Facebook's messaging apps. "What's going to happen?" "This is ridiculous!" Or, quite simply, the simple "Yeah, so?!"
So, what is going on? Facebook is considering consolidation of their Instagram, Messenger and WhatsApp functions into cross-communicating tools. The BBC reported that each service would continue to operate as standalone apps. At a much deeper level, these will be linked together so messages can travel between the different platforms.
Facebook is rebuilding their underlying infrastructure. Those who might use only one of Facebook’s properties could communicate with others within the company’s ecosystem. At the moment this is not possible as the applications have no common core.
By keeping users within their eco-system longer, it might make it easier for Facebook to share data across the three platforms to help its targeted advertising efforts, and increase their revenue.
Timeline for integration is hazy, as this is a massive undertaking. Reports are that the work to merge the three elements has already begun. It is expected to complete by the end of 2019, or early next year.
The Guardian also reported that the rewrite would also involve enabling end-to-end encryption (E2E) on all three apps. Currently, only WhatsApp messages use that security feature, and this prevents anyone, including Facebook, from intercepting the contents of messages. Facebook Messenger only supports E2E in a particular “secure conversations” mode, which is off by default and must be enabled separately for every chat. Scarily, Instagram features no encryption at all!
While E2E is a valuable security measure for users, it has the side effect of preventing Facebook from scanning messages as part of its advertising business.
Phrases That Sell: 8 Copywriting Tips [Podcast]
We listen to a lot of podcasts. It's a great way to expand our knowledge base. This one from Social Media Examiner must be one of the most interesting ones we have listened to this year.
It deals with copywriting and explores how to create phrases that sell. Ray Edwards explains why marketers need to talk about the problem their product or service solves. You’ll also find eight examples for talking about these problems and tips for using them in your marketing.
We highly recommend you take the time to listen to this:
Your 2019 Content Strategy
Companies are using content for more than just creating brand awareness, or to improve their brand health. They are using it to directly drive revenue, become more cost-efficient and personalise the customer experience. Which is to say, they’re using content marketing to do far more than marketing.
In the article "Your 2019 Content Strategy: 5 Trends You Can’t Ignore" which appeared on the "Convince and Convert" blog, written by digital marketing analyst, Omar Akhtar, from Altimeter Group, a Prophet Company, he tells how in their survey, 81% of companies agreed, or somewhat agreed, they were able to directly tie revenue generated by content.
Interestingly they highlight that research is showing product-focused content outperforms thought leadership!
It was an eye-opener that "product-focused content (29%) outperformed all other types of content including thought leadership or subject matter expertise (25%), brand-focused content (18%), or company-focused content (17%) designed to promote transparency and loyalty". The caveat was that this is true for product based companies.
When it comes to service industries such as healthcare, finance and technology, thought leadership continued to perform better
So, in a nutshell, companies with physical goods should focus content about their products. Companies that sell services would be better off by providing helpful content that establishes them as an industry leader.
The report also shows that when it comes to video, short-form (less than two minutes long) still performs best, regarding engagement, across every industry. Video is followed by still images in terms of engagement.
In their article "SEO 2019: Nine tips for beginners", Search Engine Watch say that as social media continues to become a more significant part of our lives, it can define a big part of our online presence and authority. The same occurs to all brands with an existing social presence.
Google has started integrating social results to the search answers in an attempt to present a more holistic idea of an online presence. By indexing more content to the search results, users can find the right answer to their questions as fast as possible. So, it’s good to keep in mind that your online presence and authority are not limited to your search results.
Similarly, social networks are turning into search engines where users are still looking for an answer to their questions. YouTube and Pinterest have become very popular visual search engines, while Twitter and Facebook can be helpful for finding more information about a person or a news event.
Our searching habits are changing. It’s useful to understand all the different ways someone can find your content on various channels.
You should always optimise your website for mobile when you’re getting started with SEO. People spend more time on mobile devices every day, and the way we search on mobile tends to be different.
There is always so much to continually learn in the digital marketing space, especially for the smaller business. We regularly share our thoughts and learnings on our social pages and encourage you to follow us on Facebook, Twitter, and LinkedIn
We want to remind you that your business needs to be socially active. As a small business owner, your time is limited, so delegate social media work to someone (or a team) in your company, or even better, engage an outside expert, like Kalan Media.