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Diane talks with Molly O’Toole, immigration and security reporter for The Los Angeles Times, about the situation at the border and the political test President Biden faces.
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Instagram is extremely popular. The image-heavy platform is the fifth most-used social media network in the world, with over 1.2 billion users. If you don’t have a presence on Instagram, you’re missing out on building an audience and increasing your sales. To get the most out of Instagram, you should create a solid Instagram bio …
The post 10 Small Business Examples of the Best Instagram Bios first appeared on Online Web Store Site.
Social media for e-commerce has become a critical element in sales growth for many businesses. Using social media to boost your marketing offers many benefits to help build your business, so don’t wait to explore these valuable channels.
Sprout Social reports that after following a brand on social media, consumers continue to engage in other ways. Ninety-one percent check out the brand’s website or app, 89 percent make a purchase, and 85 percent recommend the brand to someone they know.
Let’s look at what you can do to promote your e-commerce business with social media and which tools and best practices you should use.
The more people integrate social media platforms into their daily routines, the more it makes sense to market to them here. Consumers spend almost two and a half hours per day on social media channels.
Why not reach them with social posts where you know they spend a significant amount of time? For example, eye-catching posts with appealing visuals like these posts from Sephora are a great way to market products on Instagram.
How can you stay on top of new developments and know what you should be doing to serve your customers best? Follow industry leaders in your feeds and keep tabs on trending topics in your industry. You can also discreetly watch what other companies are doing that seems to gain traction.
While social commerce is still relatively new, it’s making a significant impact on e-commerce businesses and how they market to customers. As each platform improves its features to help users sell, opportunities grow for businesses to tap into these audiences to boost their marketing.
The steps below can help you develop best practices in your business to optimize your social media for e-commerce.
There are two main ways to use social media for e-commerce: to drive traffic to your company website or drive sales. While each can be important in its way, it’s essential to identify which you value most so you can effectively plan how to use your resources.
It’s essential to establish your goals before investing time into strategy and implementation to ensure you’re taking action to move you closer to your goals.
If you don’t set goals, you can’t measure your success or repeat what works.
Social commerce is selling directly to your customers on social media platforms. Everything from discovering your product or service, to a buying decision, to the checkout process happens in the app or platform they are already using.
Target’s Facebook page, for example, has a shop built right into it where customers can browse and purchase products.
You might find success with social commerce if you sell products that a potential customer can quickly evaluate online from a photo and might buy on impulse. Think lower price points and items that aren’t likely to need returning.
An apparel company might successfully sell their clothing and accessories on social media as the process suits how people tend to buy these products.
When is social commerce perhaps not a great fit? If your products or services are higher ticket items where customers want to discern quality in-person. A customer buying an engagement ring will want to spend more time evaluating options and vetting sellers than social commerce might allow.
Start by focusing on the networks your ideal customer and target audience uses the most. Take time to engage your audiences and respond to their comments and questions.
Whether or not you want to pursue social commerce for your business, you should still be investing in social media marketing. Social channels can help boost your visibility, increase website traffic, generate leads, and help you engage with your customers.
You’ll need a social media strategy for your e-commerce company that considers your goals, your resources, and the best platforms that will help you reach your customers. Once you clarify these parts of your strategy, you can expand on each element to create effective campaigns that fit your goals.
When you work from a social media strategy, you’re also more likely to use best practices to help you be more effective overall. Get a clear idea of your target audience, where they spend time, and their worries. From here, do some research to check which platforms are most popular with your target demographic.
With this information, you’ll be better able to plan where your time and effort will pay off.
First, look for established platforms that offer a range of features, different ways to advertise and sell products, and focused targeting. Some may appeal to you because they are an excellent fit for your products.
The apparel brand we mentioned earlier would likely want to use Instagram because it is image-focused, and consumers are already used to discovering and purchasing apparel on the app.
Next, consider which platforms attract your target demographic. You’ll want to go where your ideal customers spend time.
What kind of data might inform your decision? With some research, you might discover 60 percent of Pinterest users are women, and 98 percent of Facebook users access the site via mobile devices. From these and other data points, you’ll be able to pinpoint which platforms might be best for your business.
One of the first steps you’ll need to take is to optimize your social media accounts. Fill out your profiles completely, adding helpful information wherever you can.
Make it easy for people to find the information they need at a glance to understand your business and buy from you. Perform research to identify relevant keywords and hashtags to use so you show up in search results. Make your location obvious.
Be sure to link to pages where customers can find the products they clicked through to see. Use clear CTAs so people know what to do to buy from you.
Nearly every social platform has a version of paid advertising that can allow you to raise visibility even as organic reach becomes more challenging to achieve.
There are also different ad types on each, so it can be valuable to explore the various options. You may try different types of ads on each platform. You might try retargeting ads on Facebook, but use Shoppable posts on Instagram. Take advantage of audience targeting capabilities on each.
If social media is a part of your sales strategy, you’ll need to explore automation tools and use what you can. Why is automation so key to social selling? People expect timely and personal interaction on social media networks. To meet their expectations, you’re going to need help.
It’s simply not possible to run a successful business and spend every waking moment online replying to comments and answering questions. Social media is like a storefront that is open 24 hours a day, seven days a week (plus holidays!), so don’t take the chance of turning people away or missing crucial requests or concerns.
More people are accessing social media networks and websites via their phones than ever before. When it comes to social media for e-commerce, however, mobile design is just the first step. The whole purchase journey needs to be seamless.
Payment options should be mobile-friendly. Apple Pay, for example, allows you to let users make purchases from their phones. We’ll look at more payment options further down the page.
Consider content formats as well. With more than 100 million hours of video consumed on Facebook every day, you’ll want to offer videos in vertical format for mobile users. People like convenience, a personalized experience, and to feel like they can easily navigate and engage with your site.
Optimizing your landing pages for e-commerce helps create a better user experience by providing people with all the information they need to make a buying decision.
If they click through to your site, you want them to understand quickly they’re in the right place. They should be able to move seamlessly to purchasing the item they wanted.
Ensure you have high-quality product images and videos, if appropriate, with well-written product copy outlining features and benefits. Include sizing or specifications on the product page and clear calls to action (CTAs) to help them convert.
CTAs are what motivate your user to convert to a customer. Take the time to craft these carefully and include them in each interaction you have with potential customers.
You can use different CTAs, like asking questions, including hyperlinks, or simply adding clickable buttons. Your page design might include banners with clear offers, sidebar clickable buttons, or pop-up ads to help customers convert.
User experience (UX) should be your priority when you launch your e-commerce site. You want shoppers to find products quickly and understand how to move from browsing to purchasing without confusion.
The easier you make it for people to buy from you, the better the chance they’ll convert from visitor to customer. Keep your navigation simple to understand and avoid design elements that are too unusual for people to use easily.
Organize your site information with clear labels for product categories and avoid tricky navigation styles that could create confusion.
If you’re going to run a successful e-commerce site, you need to offer reliable and trustworthy ways for people to pay for your products and services.
You can explore a wide range of payment options for your e-commerce business, each with its features and policies. Options include Square, PayPal, Stripe, Apple Pay, Google Pay, and many others.
Some social media platforms allow customers to purchase directly from the app, depending on what features you choose to use. A few of these options include Facebook (with Facebook stores, Messenger Chatbots, and Ads), Instagram (with Stories, Shopping, Live, IGTV, and Ads), and Pinterest (with Promoted Pins, Rich Pins, and Shop the Look Pins.)
You also can investigate third-party websites as a way to advertise and sell your products. Keep reading to learn more about a few of these that may support your e-commerce business.
There are other options for boosting your sales beyond your website. Third-party websites allow you to benefit from established functionality and huge audiences while building your legitimacy and website traffic.
One example of third-party website selling is Amazon. While shoppers on Amazon may realize they’re buying from you instead of directly from the retail giant itself, you still benefit from the credibility of their brand and purchasing capabilities. You also get to tap into their vast audience of visitors with a solid intent to buy.
Another option is using sites like Like to Know It, which allows readers to purchase an item or items from an Instagram post by linking the product emailed to them.
RewardStyle is an invitation-only affiliate network focusing on lifestyle, fashion, and beauty products, allowing sellers to earn money through content creation featuring certain products.
It’s essential to track your strategy’s results as you implement your ideas, so you can accurately analyze your successes and where you need to improve.
Choose quantifiable metrics representing engagement (such as likes, shares, comments, or retweets). Track your website traffic and how much traffic you are getting from your social media channels. Keep track of sales generated by social media marketing and sales completed online or through your campaigns.
It’s not always easy to tie your efforts to your results, but you can try. With specific metrics, you’ll be better able to repeat the working tactics and revisit the areas that don’t seem to be offering you the same return on investment.
Social media is a big part of everyday life for many people and offers an excellent opportunity to get in front of potential customers and sell your products and services. You can use various platforms to strengthen your brand, increase sales, and develop loyal fans.
If you also sell online, using social media for e-commerce is a natural step for your business as you plan future growth. If you haven’t tapped into the benefits of social media marketing yet, start now, so you don’t miss out on the opportunity it represents.
With the steps outlined above, you’ll be ready to reap the benefits of social media for your e-commerce business. If you haven’t explored these options or want some help to make them work for you, reach out for digital marketing support.
Have you invested in social media for e-commerce in your business? Which of the above tips will you try next?
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Christian Pulisic’s first goal under manager Thomas Tuchel was as good as it got for Chelsea.
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Your users expect your site to load fast. If it doesn’t, you could lose a ton of traffic.
How fast, you ask?
Some research suggests that if a page doesn’t load in the literal blink of an eye, people could lose interest. That’s about 400 milliseconds.
Just a one-second delay can reduce customer satisfaction by 16 percent and one in four visitors will abandon a site if it takes more than four seconds to load.
Not to mention the mighty Google says site speed is a ranking factor for mobile sites.
So if your site isn’t fast, both your audience and Google will think poorly of it. You’ll lose visibility and traffic.
So, how fast is your site?
Because if it takes longer than one or two seconds to load, you’re losing traffic right this moment.
It’s okay if your site is slow. There are steps you can take to make it faster to ensure you don’t let a single visitor slip through your fingers. Here’s how.
Before you do anything else, you should test how fast your mobile site really is.
You might think it loads just fine, but it could be slower than you think.
One of the best mobile tests is from Ubersuggest. Here’s how it works:
Step #1: Enter Your URL and Click “Search”
Step #2: Click “Site Audit” in the Left Sidebar
Step #3: Scroll Down to “Site Speed”
This is where you’ll find the loading time for both desktop and mobile devices. This shows that my site’s mobile loading time is 2 seconds, which is an “excellent” score.
It also tests speed related to six key elements of your website:
If your site speed is excellent, you shouldn’t have any concerns. But if there’s room for improvement, don’t wait to take action. Every additional 0.5s it takes to load your site increases the percentage of visitors that will leave.
I’m going to address the most common causes of slow mobile sites and explain what you can do to improve yours.
Think back to when you designed your site.
Did you have mobile devices in mind?
I’m guessing you didn’t. (If you did, give yourself a pat on the back.)
If you didn’t now is the time to rethink your design with a mobile-first mindset.
Mobile sites have changed a lot in the last few years.
It used to be that sites would have two versions, one for mobile and one for desktop.
A mobile site is easily identified by the “m.” subdomain:
In this situation, the mobile and desktop sites are two completely different animals operating separately from one another.
This is no longer the case. Now, most sites use responsive design.
Responsive design allows you to have one site that dynamically changes depending on how it’s being accessed.
So your mobile and desktop users will be looking at the same site, but it will appear differently on each device.
This is actually what Google prefers. They state it quite simply:
“Responsive design is Google’s recommended design pattern.”
You’re probably thinking, “Okay, cool, but what does this have to do with speed?”
Responsive designs typically load faster than mobile-only sites, so you’re gaining a massive SEO advantage there.
If you use a responsive design, your site will get more attention in the form of social shares, which will also boost your SEO.
Making your site responsive is good for both the short term and the long term. If you don’t already have a responsive site, I recommend looking into it as soon as you can.
It’s easy to get caught up in making the best and most eye-catching design out there.
Sometimes you get too caught up, and as a result, your site gets slower and slower because you keep adding more and more.
This is a condition that developers call code bloat.
Code bloat happens when your site gets weighed down with excess code.
Most of the time, code bloat happens when a designer is too focused on the visual presentation of a site.
Don’t get me wrong. How a site looks is extremely important.
But performance can’t take a backseat to looks.
Luckily, it doesn’t have to. You can have your cake and eat it too. Here are some tips to keep in mind when designing your site:
Leonardo da Vinci had this to say about simplicity:
Simplicity is the ultimate sophistication.
Now, about five hundred years later, his words still ring true.
Look all around you. The complex designs of the past have been replaced with the minimalist designs of the future.
This applies to websites too. Especially mobile sites.
On a mobile screen, sites can easily become too crowded, so it’s important to keep everything open and decluttered.
As a rule of thumb, you should only have one call-to-action per page. This will help you reduce the amount of code you use, and it’ll also improve your site’s user experience.
You might also want to consider a more simplistic design like this one from Rug Doctor:
It’s not flashy, but it catches your attention with its sleek style.
You don’t need lots of bright colors and photos to make your site stand out. When it comes to mobile design, less is often more.
The less your users have to do, the better.
Think about it. Why should there be seven steps between a customer and a sale when there could be only 3?
This effectively shortens your sales funnel, but it also makes the user experience even simpler.
Lots of ecommerce sites use this strategy to increase their sales.
On Boden’s mobile site, it’s super easy to buy a product. You add it to your cart, click checkout, and pay.
It’s straightforward and to the point. There are no unnecessary steps.
This also naturally helps relieve code bloat. It’s hard to go overboard with code if you don’t have tons of pages on your site.
Cutting out unneeded steps is one of the best things you can do for your visitors. Mobile users are much more likely to stay on your site if they don’t have to do much.
Save your users a few clicks, and you’ll reap gigantic rewards.
Before I get into this, I want to say that good images are definitely important for any site, and they also have SEO benefits.
However, you can have too much of a good thing.
In this case, you can go crazy with images and slow down your site in the process.
You may not think this is a big deal, but images make up roughly 63 percent of a page’s “weight.”
From 2011 to 2015, the size of the average mobile page tripled.
That means images are some of the most demanding elements on your site. They take up a lot of space, so having too many is not good.
One solution is to simply cut back on images.
Another (probably more practical) solution is to compress your images and reduce their file sizes.
Compression basically makes your images smaller without degrading the quality. This reduces the amount of time it takes for your site to load.
As a bonus, it also reduces the amount of time it takes for search engine bots to crawl and index your site.
Sites like Compressor.io can do this in a snap.
In fact, this is a best practice you should adopt even if your site is already blazing fast.
I like a nice custom font as much as anyone else, but some of them are really high maintenance.
Some fonts use tons of CSS, while others go heavy on JavaScript. Either way, you’re looking at a ton of code.
If you want a really deep read on this subject, check out this post on Google’s Web Fundamentals site.
If you want the short version, here it is: Only use custom fonts when they’re absolutely necessary.
Minification is a super useful technique for streamlining your code.
Here’s a quick definition of what it means to “minify” code:
Essentially, minifying your code takes out everything that’s redundant and unnecessary. It makes sure your site is only using the code it needs.
This goes a long way toward making your site lightweight.
You can minify code manually (instructions here), but if you don’t have any coding experience, it can be a little bit intimidating.
Thankfully, there are several free tools you can use to minify your code in no time at all.
Minifycode.com offers several minifying tools to let you simplify your HTML, CSS, JavaScript, and more.
If your site runs on WordPress, you have even more options thanks to plugins like Better WordPress Minify:
By using these tools, you can minify your code with just a few clicks, and you’ll be well on your way to a speedier site.
Of course, you should do all that you can to make sure there’s no unnecessary code, but mistakes happen. These tools let you fix those mistakes and improve your site at the same time.
I love redirects. They can be really useful for SEO and user experience.
But just like code, redirects have limited uses. You can’t use redirects all over the place and expect your site to perform well.
That’s because redirects inherently slow down your site.
When you click on a normal mobile link, the server provides the document found at that link.
But a redirect means there’s no document at that particular link. Because of that, the server has to go to the page where the document lives and retrieve it.
This process has to happen with each file on a web page. That means every image, CSS file, and JavaScript file will go through the redirect.
As a result, it could be several seconds before the right page loads. By that time, your users could be long gone.
I recommend using Screaming Frog to check for redirects.
Then you can trace the roots of your redirects and change any that aren’t completely necessary.
The less work your site has to do, the faster it’ll go. While redirects have a time and a place, don’t overuse them or grow dependent on them.
It’s obvious that users see above the fold content before they see anything else.
So why load your entire page all at once?
Why not load only the above the fold content at first and then load the rest as needed?
This is a concept referred to as “lazy loading,” and it can work wonders for site speed.
I bet that if you had the choice, you’d rather lift three pounds than 30. Am I right?
Lazy loading is that exact same concept applied to websites.
By implementing lazy loading, you’re asking your site to do only as much work as it needs to do and no more.
If you’re comfortable with code, you can use this jQuery plugin.
For WordPress sites, there are plugins like BJ Lazy Load to come to the rescue.
If neither of those options fit, you may need to hire a developer to help you out.
This is a more advanced technique, but it can save your site from doing a lot of work in the long term.
Speed isn’t just for race cars. It’s one of the most fundamental ingredients of a great mobile site.
A faster mobile-friendly site can increase traffic and bring in a flood of new customers and conversions.
It’s no surprise.
Mobile is here, and it’s here to stay.
Desktop performance still matters, but mobile is the present and the future.
In short, make your site as fast as possible and reduce the amount of weight your site is pulling.
This Think With Google article put it perfectly: “If speed thrills, friction kills.”
Improving your mobile site speed is a one-two punch that will make your site better for your users and for search engines.
If you haven’t focused on mobile yet, I urge you to start today.
Which of these techniques are you going to use to speed up your mobile site?
Evergreen content engages and educates readers for longer without a huge amount of effort. Once you master the art of writing “timeless” content, you can ensure your articles, e-books, and tutorials stay relevant for years to come.
Below, I’m going to show you exactly why evergreen content should be part of every marketer’s content strategy, and I’ll explain how to craft your own timeless pieces.
Evergreen content is content that is optimized to stay relevant and drive traffic for months or even years at a time.
It doesn’t have an expiration date. It’s centered around a topic that people will be interested in for years to come.
Examples of topics that might be considered evergreen include:
It doesn’t matter what season we’re in, or what year it is: There’s always a healthy number of people searching for content on these topics.
Marketers tend to write about evergreen topics because it’s a relatively easy way to bring organic traffic to their website. There’s always going to be some interest in the topic, so you won’t struggle to find an audience base.
For example, if you Google “choosing the right SEO,” you’ll find one of my articles on the first page:
It’s evergreen because SEO isn’t fading out of style anytime soon. Businesses will be searching for SEO advice for years to come.
A little later, I’ll show you ways to improve your chances of holding a first-page ranking for a long time, but for now, just remember one thing: If it’s evergreen content, it persistently matters to people, and you should be writing about it.
Here are some examples of time-sensitive content that aren’t evergreen:
If it’s a niche topic you expect people to lose interest in overtime then it’s not evergreen, because people naturally stop thinking about it (and searching for it online).
Here’s an easy way to remember it:
Evergreen content is ever-relevant.
OK, so that’s what evergreen content is, but why does it matter? Well, a few reasons, but here are the three most important.
Did you know that 75 percent of people never scroll beyond the first page of search results? If you’re not on the first page, it’s unlikely people will ever find your content.
Evergreen content helps boost your Expertise, Authoritativeness, and Trustworthiness (“E-A-T”) score on Google. The higher your E-A-T score, the more likely it is you’ll secure a first-page ranking on Google.
How can long-lasting boost your E-A-T score? By helping position you as an authority in your industry.
To be clear, the level of “expertise” you’ll need to secure a good score varies depending on the subject matter.
For example, you’re more likely to rank on the first page if you’re a highly qualified doctor writing an evergreen post about weight loss than if you’re a general member of the public talking about weight loss tips.
Why? Because Google recognizes how important it is for someone to be qualified before they offer medical advice.
If you have expertise in your industry, you can increase your chances of a first-page ranking by producing quality evergreen content in your field.
Organic traffic is simply how many people visit your website after finding you on a search results page, rather than clicking through a paid ad.
How does evergreen content help you draw traffic? Here are a few ways:
The result is more organic traffic landing on your website.
It’s not just about generating traffic. It’s about ensuring you create valuable, relevant content for readers—and evergreen content helps you do just that.
Here’s why: Valuable content means lower bounce rates, since people stay on your page for longer.
Since evergreen content stays relevant, you can use it to show search engine’s that readers find your articles useful, which in turn helps boost your overall search rankings.
The best part? The more valuable content you create, the more you impress readers—and keep your brand relevant in an increasingly competitive digital space.
To be clear, not all your content needs to be evergreen. Your audience wants to know you’ve got your finger on the pulse of your industry and understands current trends that impact them. Also, sometimes, people just want their fill of short, relevant, and entertaining news articles.
However, it’s definitely worth crafting a solid hub of timeless, enduring content to impress your audience and set yourself apart from the competition.
With all this in mind, here are seven relatively simple ways to write your own evergreen pieces.
First, choose topics with persistent traffic potential.
An analytics tool like Google Analytics can help here. Briefly, here’s how to distinguish between trending and evergreen topics.
To get started, take a look at your own site and see what topics retain a high level of traffic over time. Are there related topics you can cover?
Then, check out leading blogs in your niche. Identify potentially evergreen topics, run them through a competitive analysis tool to see which ones get long-term traffic, and decide how you can put your own spin on the topic to add value for your own readers.
Now you’ve chosen a few topics you’d like to write about, you need to use the right keywords to ensure your posts appear in the search results.
Let’s check out an example.
Say you want to write about weight loss. When you Google “how to lose weight,” one of the top search results is a post from Diet Doctor.
Here are the two main things we can take from this sample.
Return to the search results and you’ll find people also ask:
This is a quick and easy process, so give it a go!
One of the quickest ways to “date” your content, and shorten its lifespan, is by using current dates and events. Here’s why:
If you must use dates, be smart about it. For example, you could turn a “2021 Guide to Digital Marketing” into the “2022 Guide to Digital Marketing”, and so on. Or, make a plan to update content with a date annually.
In general, you’ll want to avoid using dates or referring to current news events, where possible.
Case studies won’t work for everyone. It all depends on your audience and the type of business you’re running.
However, if your audience values in-depth, analytical content, consider writing evergreen case studies. Here are a few benefits of case studies:
Finally, by sharing real case studies with your audience, you can boost your company’s authenticity. Since 90 percent of customers value authenticity when choosing which companies to support, I’m thinking this is a win!
When people want advice, they very often turn to guides and tutorials. Why? Because they’re comprehensive enough to answer all the questions they have about a specific topic. (Or, at least they should be!)
In other words, guides and tutorials make for excellent evergreen content ideas.
For example, if you type “keyword research” into Google, one of the top results is my own guide to keyword research:
It’s a guide, and it’s part of a comprehensive, three-part series on effective keyword research. I cover a huge amount of ground, and the goal is to ensure the guide is a “one-stop-shop” for your keyword research needs.
What’s more, tutorials and guides are a chance for you to showcase your authoritativeness and build trust in your brand. (Which, as we know, can improve your search rankings.)
No matter how hard you work to create evergreen content, you’ll still have to update it occasionally. Strategies change, new research and tools come out, and content becomes less fresh over time. If you want to keep your content ranking well, you’ll need to update it.
How does this work? By updating content, you’re creating a new publication date, which gives your post an instant boost: most first-page results are published within the last few years.
Here’s a few tips for updating content:
For a more detailed guide, check out this complete guide to giving your content a facelift.
Finally, once you’ve got a great piece of content it’s time to make it work for you. One of the best ways to make the most out of great content—and reach as wide of an audience as possible—is to repurpose content into different formats.
Here’s a few ideas:
These are just a few suggestions, don’t limit yourself!
You’ve compiled your evergreen content and you’re ranking well. Great!
Now comes the tricky part: how do you keep your first-page ranking for the months (and years) to come? Here are two suggestions.
I recommend using these techniques alongside other strategies like content repurposing and refreshing to maximize your chances of maintaining a first-page ranking.
Evergreen content is timeless. It never goes out of fashion. If you want to draw organic traffic, educate your audience, and position yourself as an industry authority, it needs to be part of your content marketing plan.
Don’t just dive in, though. Identify the topics that matter to your audience, do your own research, and put a fresh spin on them. Use the right keywords to improve your chances of ranking on Google, and don’t forget to update your content whenever you feel it’s a little stale.
What does evergreen content mean to you?