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digital marketing campaigns

Top 10 Creative Marketing Campaigns during Covid-19

With everyone staying at home and life at a standstill due to Covid-19, spending priorities changed. Companies could have sat back and not spent a cent of their digital marketing budget but a few key players did the exact opposite. These brands kept their customers interested and engaged through creative campaigns while others placed an emphasis on supporting charities or healthcare workers.

Now that restrictions are easing and we prepare for the new ‘normal’, these companies will be remembered for their ingenious digital marketing campaigns that brought some joy into our lives when the whole World was at a standstill.

Here are Evolution Digital’s top 10 creative Digital Marketing campaigns during Covid-19…

 

1.McDonalds

mcdonalds digital marketing

With all McDonald’s across Ireland and the UK closed from March 23rd people were beginning to crave their favourite takeaway. McDonald’s released their sausage and egg McMuffin recipe on April 6th to the delight of fans. Although this seems counterintuitive as it provides a replacement for McDonald’s at home – McDonald’s know that no home recipe will compete with their taste and so it actually creates a greater buzz for when they re-add their breakfast option. Ba Da Ba Ba Ba… I’m craving it!

 

2.Guinness

Even though St. Patrick’s Day was cancelled, it is no surprise that Guinness didn’t stay quiet. Their social media pages put out a video message that was heartfelt and inspirational when the World needed it most! This video focused on the past – Guinness’ legacy, the present – Covid 19 and the future. Looking forward to what is to come and really made us all proud to be Irish!

 

3. Nike

nike digital marketing

Nike masterfully struck a balance between creating a new campaign and highlighting its purpose through inspiring people through the power of sport. Their ‘Play for the World’ campaign highlighted how we must all do our bit and ‘play inside’.

 

4. L’Oreal Paris


With hairdressers closed and roots beginning to show, L’Oreal Paris enlisted the help of their brand ambassador Eva Longoria who made a homemade video using their Excellence Crème hair dye. This campaign was effective as often we can be skeptical if celebrities in ads for home dye kits really use the product or not! This was living-proof that indeed they do, increasing trust in L’Oreal Paris and inspiring others to cover up their greys – if its good enough for Eva then its good enough for us!

 

5. Three


Three Mobile launched its latest campaign to highlight its removal of usage limits on all you can eat data! This message combined with the innocent Facetime dialogue between a grandson and grandfather which is all too real for people during this current time really hit the nail on the head between being informative and striking a chord with customers.

 

6. YouTube


During lockdown, who wasn’t watching some type of ‘how-to’ video or “at-home” workout? Well, YouTube decided to remind us of the importance of staying home to save lives and how this time can be spent on their platform doing things you didn’t have time for before! Using the hashtags #StayHome #WithMe. Smart right?!

 

7. Dove


Dove is well known for its campaigns focused on beauty. Their recent campaign entitled ‘Courage is Beautiful’ featured front-line staff showing the marks PPE equipment was leaving on their faces. A truly poignant digital campaign. Dove also donated to Direct Relief and established themselves as a brand concerned with more than just traditional beauty.

 

8. Tik Tok

With extra time on our hands, many of us turned to Tik Tok in an attempt to pass the time and maybe even become a viral sensation!

Tik Tok released their ‘A little brighter inside’ campaign to signify the power the app has to make you feel better during these difficult times. This idea of escapism was exactly what we needed when things were tough in the real world.

 

9. Tourism Ireland

This stunning campaign entitled ‘I will return’ captures some of Ireland’s treasures and focuses on the future and the day that visitors can ‘return into her arms.’ The perfect inspiration for an Irish holiday.

 

10. Cadbury

Cadbury’s Covid-19 campaign focused on the positive spirit that endured during the pandemic. Entitled ‘This doesn’t need to end’ it focuses on all the positives we can take from our time in lockdown and the kindness we showed one another. Celebrating the many acts of kindness that happened during the pandemic resonates with Cadbury’s revitalised brand message, which focuses on this sentiment. Finishing with ‘There’s a glass and a half in everyone’ beautifully sums up the kindness seen during this pandemic.

 

Digital Marketing with Evolution Digital

If you are looking to kickstart your digital marketing again in the second half of 2020, make sure to contact our team at Evolution Digital. Our team of creative marketers would be happy to discuss where we can take your company using varying digital marketing channels. Get in touch with us now on 01 288 5118 or email info@evolutiondigital.ie.

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ppc vs seo

PPC vs SEO: What Are They & How Can They Work Together?

Are you finding it hard to wrap your head around PPC and SEO? Wondering what the pros and cons of both are? Looking for someone to tell you if you should be focusing on PPC or SEO? Well, look no further, we break it all down for you in our PPC vs SEO showdown!

 

what is ppc

What is PPC?

 

PPC is the advertising which features at the top and sides of SERPs on the likes of Google and Bing. It’s called pay-per-click as you pay each time the ad is clicked on. PPC involves bidding on specific words or phrases known as keywords. For example, if you sell women’s shoes you may bid on the keyword ‘Women’s sandals’ to advertise your range of sandals. The amount you pay for a click on this ad will depend on the competition of the keyword (i.e. how many other companies are bidding on it) as well as other factors including seasonality and page quality score. Some keywords are affordable. Other keywords cost much more due to a larger number of companies bidding on them.

ppc ads

 

seo dublin

What is SEO?

 

SEO, or Search Engine Optimisation, encapsulates the many practices to increase the visibility of a website in a search engine’s unpaid results. It helps to increase the quality and quantity of traffic that reaches the website organically. SEO includes creating high-quality content that is appealing to prospective customers and using keywords related to your website in content, headings and tags. It also involves receiving external links to your website and improving technical elements including page speed, website architecture and URLs. Search engines have algorithms that determine the quality and relevance of a webpage which leads it to rank accordingly. It is important to uncover what is deemed important by search engines, keep on top of updates in algorithms and to optimise your website according to this.

SEO IRELAND

The Difference Between SEO & PPC

 

There are some clear differences between SEO & PPC.

 

  • PPC ads appear at the top of SERPs above the organic listings. Traffic from these ads have a cost per click.
  • SEO influences the positioning of organic results. Traffic that reaches your website through these organic results is technically* free. *We say technically as we must consider the cost of the work that has gone into SEO to ensure that the web page ranked high organically so that potential customers would click on the result. The traffic is free but SEO itself is not. However, in simple terms, for SEO you do not pay per click received.

 

What are the Similarities between SEO & PPC

 

Although, PPC and SEO have many differences they also share some common elements.

 

  • Both aim to drive traffic to a website, PPC does so through paid means while SEO does so through a series of practices to increase organic ranking.
  • Both PPC and SEO are driven by keywords. Keyword research is vital in a PPC strategy to identify and bid on words and phrases that have the greatest chance of leading to clicks and ultimately conversions. This is carried out by considering the search volume, competition and intent of keywords. For example ‘women’s sandals for sale’ displays a higher purchase intent than ‘reviews of women’s sandals.’ For SEO, keyword research is important to discover which words and phrases to use in titles, alt text and content to increase organic ranking. What keywords are relevant to the website and which keywords will attract a high quality and quantity of visitors. Keywords selected for both PPC and SEO help to get a targeted audience through the search engine to your website. Both PPC and SEO require careful keyword consideration and penalise ‘keyword stuffing.’

 

So, now you know what PPC and SEO are but what are their pros and cons?

 

The Pros & Cons of PPC

 

PPC Benefits:

 

  • Targeted: You can advertise directly to people who are actively seeking out the products and/or services you offer. You can also target specific languages, locations, devices and audiences through Google Ads & PPC
  • Measurable ROI: PPC has a measurable ROI, with metrics such as impressions, reach, clicks and conversions trackable through the ad platform where the PPC ad was created e.g. Google Ads.
  • Payment: You only pay when people click on the ad, hence the term pay-per-click.
  • Ad extensions: Ad extensions can be added to PPC ads including links to other relevant webpages on your site or to the phone number of your company. These increase click-through-rates, pushes competitors further down the SERPs and provides greater visibility and prominence on the SERPs.
  • Position: PPC ads most often feature above the fold so a user can see the ads at the top or to the right of the SERPs.
  • Budget: With PPC, you can decide how much you want to spend daily on your ads, leading to great budget control.

 

Pitfalls of PPC:

 

  • Expense: PPC can be expensive in some cases, for example when targeting high search volume, high competition keywords or targeting large areas.
  • Time investment: PPC will need considerable investment of time. It’s not just as easy as setting up the campaigns and leaving them to run. Bids, keywords and ad copy will require constant optimisation.
  • Skills required: successful PPC advertising requires practice. Therefore, many companies choose to use a specialist agency.

 

seo services

Pros and Cons of SEO

 

Benefits of Search Engine Optimisation (SEO):

 

  • Brand awareness: SEO practices help improve visibility in search engines for relevant, targeted keywords, increasing brand awareness among potential customers.
  • Credibility: Featuring in the organic results on SERPs can increase your credibility among potential customers. Some searchers skip PPC ads and place greater credibility on organic results.
  • No Cost Per Click: SEO is not entirely free as ranking high organically will require time and effort but there is no cost per click on a result when compared to PPC advertising. This can make SEO more cost-effective for attracting relevant traffic.
  • Customer Centric: SEO is an inbound marketing strategy. It focuses on providing relevant content to customers and considers customer’s intent and needs.

 

Pitfalls of SEO:

 

  • Time: SEO takes time and achieving high organic ranking will not happen overnight. 
  • ROI is more difficult to quantify: ROI is more difficult to calculate for SEO than PPC as the time and effort put into SEO is often not quantifiable as a monetary value.
  • Constant changes: Search engines such as Google constantly release new algorithm updates which change the ways in which they rank organic results. One change in ranking guidelines and a website which was ranking highly one day could be demoted the next day!

 

digital marketing

PPC or SEO: Which one should I use?

 

This is a difficult question to answer and depends on the requirements and situation of a specific business. For example, a newly founded ecommerce store which will be competing with larger, more established retailers will likely struggle if it just relies on organic search initially. In this instance, serious consideration would need to be given to PPC advertising to drive immediate traffic. However, a more local based, small business which is specific to one area may gain greater benefit from SEO. Barrell (2019) found 72% of consumers who conducted a local search went on to visit a store within five miles of them. In order to make the decision if choosing between PPC or SEO, clear goals and a long-term strategy is needed.

 

PPC & SEO Working Together – a Match Made in Heaven!

 

Although PPC ads won’t effect a website’s organic ranking and SEO won’t impact on your PPC ads, there are many ways in which PPC and SEO can work together.

Here at Evolution Digital we would ideally recommend implementing both PPC and SEO. It is clear that both have their pros and cons but where one falls short, the other excels. Utilising PPC and SEO alongside each other allows your website to reach its full potential on the SERPs. By running PPC and implementing SEO efforts, your website will appear at the top of the SERPs as a paid ad being the first or one of the first brands seen by the searcher and then again if a searcher skips the ad section and looks at the organic rankings. Having PPC and SEO efforts running in tandem affords a brand the potential to take up a large section of the SERPs, giving you double the exposure and double the chance of clicks.

As mentioned already, keyword research and optimisation are common elements of both PPC and SEO. If PPC was implemented first, then successful keywords from this can be used for SEO purposes. If a company has been optimising their site through SEO prior to implementing PPC then they will have vast keyword data that can help inform their PPC campaign. High performing PPC ad copy can be used to inform organic content on your website. The combined use of PPC and SEO practices helps increase brand awareness. If a person has previously interacted with your PPC advertisement then they will likely remember this experience, if it was a positive one then they will be more likely to click your organic results for similar products/services they are interested in. Even if a searcher doesn’t interact with the PPC ad the ad still helps to create brand awareness. 

 

ppc and seo

 

Google found that even when companies who utilise PPC appear as the first organic result for a keyword, 50% of the clicks they get on their ads were not replaced by clicks on their organic results when the ads were not present. Showing both a PPC ad and an organic result will double the chances of clicks and conversions (Parker, 2012). 

Finally, PPC and SEO can be combined through the practice of remarketing. If a visitor to your site is gained through SEO where they consume top-of-the-funnel content or browse items but do not make a purchase, then SEO can be combined with a form of PPC advertising – remarketing. Remarketing can bring these visitors back to complete their purchase through advertising on Google’s Display network, Facebook or other third-party advertising service with specific information relevant to their previous visit to your website. As you will be specifically targeting warm leads with these ads, there is a greater chance of gaining revenue from your investment.

 

digital strategy

 

Start Your PPC and SEO with Evolution Digital

An integrated strategy using both PPC and SEO has numerous benefits and is an approach we recommend here at Evolution Digital. However, we acknowledge that the use of both strategies will not be ideal for every business. For those who want high-growth and have optimal time and resources then an integrated approach will provide faster growth and greater exposure than just using PPC or SEO in isolation.

PPC brings immediate results while SEO is a longer term strategy requiring website optimisation and content planning. If you require immediate results then start with PPC but as you scale and grow, SEO is an excellent way to grow even more and capture greater market share. At the end of the day, all digital marketing strategies are focused on what works best for you. 

Why not speak to us today so we can help you discover the digital marketing strategy that works best for your business.

 

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Post Covid19 Digital Marketing Tips & Insights

It’s safe to say that the Covid-19 Global Pandemic has certainly thrown us all, Digital Marketers included. Business owners have felt the heat and pressure from this latest societal and economical interruption in a massively significant way. A lot of people have had important decisions to make regarding their Company’s as well as their marketing strategies. 

Most companies are looking for ways to preserve finances, now more than ever, due to the level of uncertainty amidst the market, consumer behaviour as well as the challenges facing both local and world economies. And so, seeing as marketing can cost a significant amount of money, what we have been seeing so far is some people making impulse decisions early on (around the middle of March) eliminating marketing budgets, but for most, then coming back as they’ve seen that cutting budgets was not a sensible business decision (albeit there are some Companies who will sadly never come back now or post Covid-19 (whenever that is).

For some, it may have been necessary to pull marketing spend, for others, who had the means necessary, this crisis was an obstacle to overcome and they decided to adapt and keep the wheels turning. Of course, unfortunately, this is not always an option for all businesses, but those that did manage to keep up and hold tight will certainly be at a strong advantage as we come out of this initial apex of the coronavirus crisis, and will continue to come out stronger for when things eventually return to whatever the new normality will be.

Businesses & Companies that have adapted their marketing strategies to the current climate, are mainly in a strong position and can feel secure knowing that they have not fallen behind their competitors. 

It’s vital to now not drop the ball and to understand that Digital Marketing in the past and present, will not be the same as in the future or for this “post-Covid-19” era that’s ahead of us. 

Marketing is evolving, and certain adaptations need to be made as we re-enter some semblance of “normal” life. Marketers should now be preparing for these adaptations as there will be yet another dominant shift in customer behaviour very soon.

 

Digital Marketing Considerations To Be Mindful of:

 

Bidding & Budget Strategies

We all know that setting up a Google Ads / Adwords / Paid Social Campaign and leaving it be is not going to get the desired results. With such strong and ongoing changes in cultural behaviour it is even more important to roll with the punches. 

It does not make sense to leave everything as is as we start to get out from under covid19. Focus on ROI and prioritise bidding strategies that deliver results. 

Constantly Monitor and adapt your automated and manual bidding strategies because another big shift is coming.

 

Search Trends & Keywords

SEO specialists need to keep up with the ever-changing search trends. It’s vital to know what your target audience is searching for, to recognise changes in search intent, and to regularly strategize based on your findings.

 

Messaging & Device Strategy

Messaging is going to face another major makeover. Ensure to review all messaging and ad copy and make necessary edits.

Ad copy that is no longer relevant will need to be modified and anything insensitive will need to be revoked. It’s important to stay empathetic about what has gone on and understand that many have suffered great losses. 

Keep an eye on competitors and monitor what their messaging includes, what offers they may be promoting, and how they are performing. 

Understand your buyer personas and adapt them to your current cultural and local climate. 

If you’ve not already done so, It’s time to rethink device strategy, many people may possibly be in a few months commuting to and from work again and so we predict a strong resurgence in mobile use. 

 

Content

A lot of digital marketing specialists have been performing content audits and creating a higher level of content during this time. It’s important to note the importance and vitality of strong quality content and keep up the good work.

If you have not done so, review your content quality, and improve on it. This means having the best possible websites, landing pages, evergreen content, and continuing to upload relevant and helpful blogs, videos, webinars, etc.

This is not the time to drop the ball!

 

Remarketing 

If you have been keeping up your Digital Marketing attempts, and engaging with customers as well as working to gain more reach and potential new customers, you’ll find yourself in an ideal situation to benefit from remarketing. We recommend you should have a fresh and targeted audience that will prove effective for remarketing campaigns. Utilise this.

 

Technicalities

Don’t forget to revert any changes you may have made when the time is right. 

Update your Google My Business page, business opening hours, or contact information. 

All of this can’t be ignored or else your business risks looking sloppy.

 

Key Takeaways Going Forward

Agile marketing becomes essential for success

What we’ve noticed as we step away from the initial peak of the Covid19 crisis is that agile marketing is the way forward, as well as something all marketers should have been implementing all along. The rapid leaps that were made in strategising for the situation we had all found ourselves in have only highlighted the importance of responsive marketing. This will be the way forward and marketers will need to prioritise ROI as well as quality content and brand image to be successful. The level of content control and awareness that has been reached must continue, with constant reviewing and analysing of customer behaviour and consumer lifestyle. This will provide a localised & personalised consumer experience in terms of any content or ads that are being published, this is the future. Digital marketers must constantly adapt or risk being left behind and risk tarnishing a brand’s image.

Some form of social distancing, and certain restrictions, will most likely remain for the foreseeable future, and consumer behaviour is not likely to return to “normal” for quite a while, it will only continue to shift. This is not news; people change and situations change. This is where Digital Marketers need to stay on top of their game and keep up the agile marketing tactics that have become so dominant throughout this pandemic. 

 

Thanks for reading this article 🙂

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Google May 2020 Core Update: What You Need To Know

On May 4th, 2020, Google turned out the latest in its chain of Google Search Broad Core Updates. This is the first core update to be announced since the beginning of the Covid-19 pandemic. So much has changed since the outbreak of coronavirus took hold here in Ireland and beyond, including major changes in consumer & search behaviour, which is why this core update may have an even more prevalent effect on rankings than most. Some rankings may have changed already, so now is the time to check in on your analytics, and continue to monitor and note the changes with your keyword positions. Going forward, Google has suggested those with depleted rankings to “fix” & improve their content based on previous guidelines, so when the next Google Core Update is announced, you’ll hopefully find your way back up.

core update

 

What Is A Broad Core Update?

Google is constantly changing, evolving & adapting its algorithms to provide the best possible results for searchers. Minor tweaks are performed daily, but every few months or so Google releases a ‘broad core update’. This is a larger update that may noticeably change where your page ranks on the SERPs. Google ever so kindly informs us when they make these updates so that us content creators can prepare for a ‘Judgement Day’, of sorts. Essentially, Google’s goal is to give credit where credit is due. This means a reassessment of old and new content, every few months, to decide who deserves those top search spots the most. They call these reassessments – ‘Broad Core Updates’.

 

What Does This Mean For My Website? – A Content Reassessment

This means the content that you worked super hard, (or maybe not so hard?) creating, is going to be analysed by Google’s shiny, freshly-updated algorithm, and it could potentially move up or down in search results. In the blog version of the official update, Google has informed us that if you’ve dropped in the rankings, it doesn’t mean there is necessarily anything wrong with your content, you’re still following the guidelines and offering a fine piece of work. What it does mean is that the latest algorithm has assessed all the content for a particular search keyword and decided that certain results are better and deserve those tops spots.

 

Why? What Kind Of Content Should You Be Producing?

Google rewards original, informative & valuable content. Make sure that your content offers more than your competitors’. There needs to be freshness and uniqueness. Google’s core updates favour engaging, shareworthy publications. So make sure anything you release on your website is of the highest quality. Be sure to take your time and perfect your work. SEO experts should now be taking the time to inspect analytics and follow guidelines from Google based on previous outputs around topics such as BERT. Covid-19 has taken search queries and spun them like a top, with a lot of topics that were once highly sought after becoming almost irrelevant, and many others seeing a surge in search relevancy. 

 

search update google

 

 

Content Creation Tips for Core Updates

Whether you have been immediately affected or not, the best way t prepare and recover is to produce or alter old content to adhere to Google’s advice. 

 

  • Keep it quality

 

Make sure your content serves a purpose and informs. Keep it engaging and ask yourself if your content is share-worthy? 

 

  • Keep it original

 

We all know that Google is not fond of duplicate content. Keep it original and fresh. If you’re writing about something that’s already been written about, that’s fine. Ensure you write it in a personalised way and offer something extra to the table. 

 

  • Keep it tidy

 

Grammatical errors will deplete your content quality ranking. Keep headlines and content descriptions to the point and informative.

 

  • Keep it classy

 

Make sure you’re not writing content for the sole purpose of ranking in search results. Don’t keyword-stuff, write with the good intentions of informing/ educating/ assisting your readers. 

 

If you would like a more detailed list of factors that Google’s algorithm is assessing, the full Google blog-style update  includes that and more on their latest core update.

 

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5 Insider Email Marketing Tips You Didn’t Know You Needed

I am sure you are well aware of how annoying it can be when your inbox is full of ‘Spammy’ marketing emails from various companies. Let’s be honest most of these E-mails you delete before even opening them, or if they are lucky enough to attract you to open them well…. Let’s just say they end up in the trash pretty soon after. So how can you as an E-Mail marketer ensure that you grab your audience’s attention? To get the most from your audience, you have to put yourself in their shoes and write your emails with them in mind. Think about all of the emails you receive on a daily basis from companies trying to market their products or services to you. If you received a marketing email you had to sign up to receive it, which means at some point you were interested in what they had to offer. So why do you only open some emails and not them all? You’re about to find out. Here’s our top 5 tips to change the game for your email marketing campaigns.

 

1. Encourage Interaction

Just like social media, Email marketing can be a gateway for meaningful conversations with actual customers who’re interested in what you have to offer. So how can you encourage more interaction?

 

  • Make Sure Your Subject Line Stands Out

Talk to your audience, make your email irresistible compared to everything else in their inbox by using personalisation and automated emails. Services such as MailChimp can help you with this.

 

  • Let Your Personality Shine

If you’re funny be funny, if you like to educate then write in a tone that will inform your audience. The people you are targeting already like what you have to offer and by being yourself and targeting your audience using a style of writing that suits your company you are much more likely to succeed.

 

2. Stay Away from The Spam Folder

This may seem obvious but many still end up in the Spam folder. The CAN-SPAM act will catch you out if you target anyone who has not opted in to your emails, so be careful how you handle this.

Poor formatting, such as excessive use of capital letters or other Hyperbolic phrases can send you on a one way trip to the spam folder. For more advice on this check out MailChimp’s guide.

 

3. Include an Easy Way to Unsubscribe

This may seem strange; you may be thinking “Why is he telling me that when it’s hard to have people subscribe in the first place?” Well, if you allow people an easy way to opt out they will feel much less held captive and less likely to mark your email as spam. The CAN-SPAM and GDPR laws also state that this is a must for all marketing emails.

email image

4. Ensure Your Emails Are Responsive

According to Movable Ink’s Q1 2014 US Consumer Device Preference Report 66% of all emails globally were opened on either a smartphone or a tablet. So if your emails are slow and unresponsive on these devices its likely you will lose out on a huge number of potential clicks and probably end up more often in the spam folder.

 

5. Provide Value

Why should anyone open your emails? What are you doing to make it worth their time? For B2C marketing this may be slightly easier, you might include discounts of offers but for B2B companies what are your doing to give your email audience value? You may want to give away a free E-Book or a Guide. Providing value through email marketing is one of the most important aspects of any successful campaign.

 

Conclusion

Email marketing is a fantastic tool to generate a stable income of leads for your business when done correctly. If you follow these tips you will most certainly be off to a fantastic start to optimising your email marketing campaign to generate the leads you desire.

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What You Need To Know About Linkedin’s Algorithm Update

What You Need To Know About LinkedIn’s New Algorithm Update

These days, the major tech companies seem to be constantly coming out with new algorithm updates, making it difficult for us to keep track of all that is new. Even though it may be difficult to keep up with, it is important to stay up to date with these changes as each one impacts the industry best practices to some extent. LinkedIn recently updated their feed algorithm in order to maximize responses and boost activity amongst users. The algorithm update comes as a response to skewed engagement metrics that resulted in a disproportionate newsfeed prioritizing users with more followers. This involved LinkedIn completely rebuilding their model for candidate selection and redefining their objectives. Here is what you need to know about the new update.

 

Social Media

 

 

Content Creators Will Be Rewarded

LinkedIn is looking to achieve more activity from all users across the board in order to make the platform more engaging. To encourage this, they have added a metric to the newsfeed algorithm that rewards content creators on the platform, instead of simply showing content with already high engagement. This is to make LinkedIn a more active place for discussion with broader participation by increasing the variety in the content shared on the platform, straying away from the same top 1% of content being shared repeatedly.

In this new update, LinkedIn considers created content as a “contribution” when it is something that is likely to be shared, commented on, and reacted with. Users who create this type of content will, in turn, be considered “audience builders” on LinkedIn, and will be rewarded for the value that they contribute to the feed. The LinkedIn feed will now have “contribution” as a new objective when deciding what posts to feature in the feed. These contributions will help to facilitate more professional conversations and retain active users.

Going forward, this means that if you want your content to appear on your followers’ feeds, then you should create content that users will want to share and interact with. The more that your content encourages activity amongst users, the more likely it is to be featured on their feeds.

 

Feed Ranking will be optimized for Professional Conversation Contributors

LinkedIn’s goal with the updated newsfeed is to promote conversations that are relevant to specific users and their professional development. Content is deemed relevant if it is valuable to the user seeing the post, adds value to that user’s own network, and brings value to the original creator of the post. This new model predicts professional conversation contributions and will help to achieve this goal. The update will not only be beneficial to content creators and their followers, but it will also help to progress the various sub-communities on the platform are impacted by seeing a post.

In order to ensure that your performance is optimal, you should prioritize your specific audience niche when creating your content as they are the ones who will see your content as a professional contribution and thus be promoters for your brand. Use of relevant hashtags will also serve in your favor as it will help to tag your content as a relevant contribution. Finally, try asking industry related questions as this will raise discussion within your community.

 

Types of Posts that will help to Maximize Reach and Engagement

In order to help you maximize your reach and engagement for all the content that you create, LinkedIn has suggested the following best practices:

  • Post content that encourages a response. For example, if you’re posting a link to an article, express an opinion with it.
  • Think about using the best post format for your topic. Posts do not have to follow anyone type of format, and LinkedIn’s algorithm does not take preference of any particular format either. If a video would increase the value of your post, then it is better to include a video over other formats.
  • Use @mentions to pull other people you know into a conversation. If one of your connections could add value to your post, @mention them. Make sure that the people you mention are likely to respond and that they equally see the value in being tagged themselves.
  • Engage in conversation. Respond to your commenters to encourage more activity.

We hope that this helps to clarify the new updates from LinkedIn and that you will be able to implement these best practices into your strategy. If you are looking for help with your Linkedin or social media strategy, make sure to Contact Us at Evolution Digital to organise a free consultation.

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