You’ve probably heard the saying, “You never get a second chance to make a first impression.” Well, the same goes for your content. Your headline is the first thing people see. It’s the digital equivalent of a shop window. If it’s dull, people will walk right past. If it’s captivating, they’ll stop and take a look.
The headline is what draws readers in and entices them to click on your content. It sets the tone for what readers can expect within your e-newsletter, article, or blog post. A great headline can make all the difference in whether or not your content gets noticed in a sea of information online. It should be clear, concise, and intriguing, sparking curiosity and prompting readers to want to learn more.
Renowned copywriter Eugene Schwartz once wrote: “Your headline has one job: to stop your prospect and compel him to read the second sentence of your ad.” Other than the fact that prospects aren’t only men anymore, this is pretty spot-on—and it applies to your subject line, too. It has one job: to stop your prospect and compel them to open your email. (Source: RingCentral)
The Power of a Great Headline
A good headline is more than just a catchy phrase; it is a strategic tool. It’s a strategic tool that can dramatically impact your business. Let’s break it down.
First, headlines are crucial for SEO. Search engines like Google prioritize content with relevant and engaging titles. A well-crafted headline containing relevant keywords can boost your search rankings, making it easier for potential customers to find you.
Second, headlines are the gatekeepers to your content. They determine whether someone will click on your article, blog post, or email. An interesting finding from Litmus shows that email subject lines (headlines) that include an emoji can boost click-through rates (CTR) by 28%. Imagine if 28% more people were seeing your amazing content!
Third, a strong headline can increase social shares. People are more likely to share content with a compelling title. This free word-of-mouth marketing can significantly expand your reach.
What Makes a Great Headline?
Now, you might be wondering, what makes a headline great? There are many factors to consider, but in a nutshell, a headline should be informative, engaging, and relevant to your target audience. More importantly, it should also be concise, brief, and to the point. Be sure not to include every detail of your email in the subject line. This will lose the attention of your recipient. People have short attention spans, so you need to grab them quickly.
What Headlines Do People Ignore?
Think about the emails you get. What kind of headlines make you hit delete? Probably something vague like “Important Update” or “You Won’t Believe This.” These headlines are like a black hole for engagement.
On the other hand, what headlines make you click? Chances are, it’s something specific, intriguing, or promises a benefit. For example, “Increase Your Sales by 20% in 30 Days” is much more likely to grab attention than “Tips for Business Growth.”
The Importance of Delivering on Headline Promises
We could say, “Free Lunch!” as the subject line of our email and guarantee you’d have sky-high open rates. But let’s be real. First impressions matter. If your email content doesn’t deliver on the promise of the headline, you’ll lose trust. You don’t want your emails to be branded as “click-bait”.
A strong headline is like a good first date. It gets you in the door, but the relationship depends on what happens next. That’s why creating high-quality, valuable content – starting with a robust, accurate headline – is a must.
Let MYOB Help You Create Headlines That Matter
At MYOB, we understand the marketing challenges business owners face. Crafting compelling content, which includes attention-grabbing headlines, can be time-consuming. That’s where we can help. Our team of experts can assist with everything from writing engaging copy to designing stunning visuals.
By investing in professional content creation, you can enhance your online visibility, attract a larger customer base, and expand your business. So, are you ready to take your headlines to the next level? Let’s chat!
An increasing number of individuals, particularly young adults, are opting for basic ‘dumbphones’ over smartphones for their simplicity and minimal features. While some may view this trend as a digital detox movement primarily centered on child safety, it carries significant implications for the future of digital marketing, especially for small businesses.
The dumbphone trend offers small businesses an opportunity to reach a new, untapped market of consumers who prefer traditional marketing methods like SMS and physical advertisements. This transition can result in establishing personalized customer connections, enhancing brand loyalty, and creating a fairer competitive landscape for businesses that may not have the resources to rival larger corporations in the digital realm. It is important for businesses to adapt and embrace these changes in order to stay competitive in today’s market.
The trend of opting for basic ‘dumbphones’ also provides small businesses with an opportunity to broaden their marketing approaches. By focusing on traditional methods like direct mail, event sponsorships, and word-of-mouth referrals, businesses can reach a wider demographic and increase brand awareness. This strategic shift can differentiate businesses from competitors who rely solely on online marketing by offering a more personalized and varied approach to reaching customers.
For example, a small business could participate in community events or sponsor local sports teams to increase their visibility and attract new customers. By merging these conventional marketing initiatives with online strategies such as social media and email marketing, the business can attract a wider audience and maintain a prominent presence within their community.
The Ad-Skipping Generation and the Rise of Engagement
Consider this: How frequently do you watch ads on streaming services with free tiers? Have you ever thought about paying extra for an ad-free mobile game? We’re living in an age where consumers are actively seeking out ad-free experiences. This desire for ad-free experiences extends to social media platforms too.
People are increasingly turning to platforms like dumbphones to escape the constant barrage of marketing messages. So, does this mean social media marketing is dead for small businesses? Not quite.
Small businesses can still thrive in social media marketing by creating engaging content that resonates with their target audience, building relationships, and providing authentic experiences. Incorporating influencer marketing and other creative strategies can help organically reach their audience. So, despite the growing trend towards ad-free experiences, there are still opportunities for small businesses to thrive in this evolving landscape.
The Essence of Social Media: Building Meaningful Connections
At its core, social media connects people by facilitating communication and interaction. It’s a space for conversation, community building, and fostering genuine relationships with your audience. This is the point where the emphasis should move away from intrusive ads towards fostering authentic engagement with the audience. Here’s the good news: even with fewer users, those who remain on social media are likely to be more receptive to authentic interactions.
Timely responses to comments and messages are essential for effectively engaging with your audience. This is where outsourcing to a company like MYOB can be invaluable for small businesses. MYOB’s team closely monitors social media accounts, ensuring prompt responses and keeping conversations flowing. This high level of attentiveness not only sustains audience engagement but also fosters trust and loyalty, which potentially leads to repeat business and revenue.
Over to You!
The rise of dumbphones doesn’t spell the end of digital marketing for small businesses. Rather, businesses should view it as a reminder to prioritize engagement and proactively establish authentic connections with their target audience. To thrive in this evolving digital landscape, small businesses can excel by providing value, fostering conversations, and delivering exceptional customer service through social media.
How will you adjust your social media strategy considering these emerging trends?
Mind Your Own Business began in 2011 as a virtual assistant company. Social media for business was in its infancy and only a few clients requested social media management for Facebook and Twitter.
In July of 2018, Emily Leye joined the MYOB team as Social Media Manager and brought her knowledge, experience and expertise for digital marketing. At this time, MYOB began to offer social media management as a stand-alone service. Our primary offerings to our clients were for Facebook, Instagram, LinkedIn and Twitter.
Remember 2018? Facebook was King, Instagram was all about perfectly curated feeds, whisperings of a new app called TikTok were just starting, and X was called Twitter (and it was a lot more fun!).
Fast-forward to 2024 and things have changed…a lot. The social media landscape is practically unrecognizable. Here’s the thing: if your small business is still relying solely on Facebook ads and static posts from 2018, you might be missing out on a whole new world of potential customers who engage with dynamic content like TikTok videos and Instagram Stories.
What Goes into Managing Social Media?
While content creation is an important part of our work, there is so much going on behind the scenes that not everyone is aware of. When we first meet with a client, we focus on getting to know their business, their brand, their voice. Social media at its core is social, so it is important that we represent our clients precisely how they would represent themselves.
Next comes the research. With every new industry comes time and care researching, ensuring we have the correct vernacular and understand the ins and outs of our client’s business. We look at competitors in the area as well as larger aspects of the industry.
Once we are well-versed enough to begin content creation, we work with our client on branding. Sometimes clients have developed branding guides with specific fonts, pantones, and logo graphics. Other times, clients ask for our guidance on branding, and we are happy to oblige, calling on our graphic designer’s skills to work with the client on branding specifics.
What’s next? Engagement, social listening, strategy meetings, posting schedules, analytics…and more! Now that the content is out there, there is still much work to be done! In order to keep our clients’ businesses ahead of the competition, we must consistently review strategy, analytics of existing content, optimal posting times, competitors’ social media, engage with other businesses or followers on behalf of our client, respond to comments and answer messages and questions. To say the least, social media is a 24/7 job! On top of the constant change on a day-to-day basis, there has been an enormous amount of change year over year.
Let’s talk about the big shift: the rise of authenticity and community. People are craving real connections and behind-the-scenes glimpses. Polished feeds are out, and user-generated content (UGC)—think customer testimonials and reviews—is in.
This authenticity focus has fuelled the rise of new platforms. TikTok, once a platform for silly dance trends, has exploded into a hub for businesses of all sizes. Short-form video content, with its focus on entertainment and education, allows businesses to showcase their brand personality and connect with a younger demographic.
Even established platforms have adapted. Instagram Stories, barely a blip in 2018, are now a powerful tool for fostering connections. There are currently over 500 million people creating and watching Instagram Stories on their mobile devices every day, making them a fantastic way to share behind-the-scenes snippets, host interactive polls, and offer exclusive deals.
But wait, there’s more! Here are some under-the-radar trends you might not have heard about:
The rise of niche communities: Platforms like Discord, originally designed for gamers, and Reddit are now home to thriving communities for all sorts of interests. Imagine a community of dog lovers for your pet store or a knitting enthusiasts’ group for your yarn shop—the possibilities are endless!
The “conversational commerce” boom: People are increasingly using social media to directly connect with businesses and make purchases. Platforms like Instagram and Pinterest are making it easier than ever to shop directly through the app, blurring the lines between social interaction and sales.
So, what does this all mean for your small business? It’s time to ditch the “set it and forget it” social media strategy. Here are a few tips:
Identify your target audience. Who are you trying to reach? For instance, knowing that your audience prefers Instagram for visual content and Twitter for news updates can help tailor your social media content effectively.
Focus on building relationships. Social media is all about conversations, not just broadcasts. Engaging in conversations with your audience can lead to loyal customers who feel connected to your brand. Respond to comments, host Q&A sessions, and encourage user-generated content.
Embrace new formats. Experiment with short-form video content, such as product tutorials, live streams for behind-the-scenes glimpses, and interactive features like polls to gather feedback from your audience.
Stay informed. Keeping up with the latest trends can feel overwhelming, but there are resources available. Consider following industry leaders on X and Instagram or subscribing to social media marketing newsletters for valuable insights.
Feeling lost? Don’t worry; that’s where MYOB can help. While Emily is the Social Media Manager here at MYOB Inc., the team of five people is loaded with talent and work together.
We know that the most important thing is to be authentic, connect with your audience, and have fun! After all, social media is a powerful tool for building relationships and growing your business.
So, are you ready to take your social media presence to the next level? Click here to get in touch with us today. We’re here to help you through the next six years – and beyond!
You have a fantastic product or service, an eye-catching website, and now you’re ready to tackle social media. But let’s be honest, building a following from scratch takes time and effort. Enter the tempting world of buying followers. Thousands of “fans” with a single click—sounds like a shortcut to social media success, right? Wrong. Here’s why purchasing followers for Facebook and Instagram can harm your ability to connect with authentic customers.
Why Artificial Followers Are Not Good for Businesses
The main issue with bot followers is that these artificial accounts do not engage with your content, meaning your posts may not reach real and potential customers. Additionally, social media platforms are cracking down on fake followers, which could result in penalties for your business, such as decreased visibility or account suspension. Sure, your follower count might skyrocket, but these fake accounts aren’t real people scrolling through their feeds. They won’t like, comment on, or share your posts.
Remember, social media algorithms prioritize engagement—the more interaction your content gets, the more people see it. When there’s low engagement despite a large number of followers, it signals a problem to the algorithm, effectively burying your content and limiting its exposure to real customers. For example, if your business buys fake followers to boost your numbers, you may find that your posts are no longer showing up in your followers’ feeds or search results. This could lead to a decrease in website traffic, resulting in lower sales and a negative impact on your overall brand reputation.
How Fake Followers Hurt Your Advertising Efforts
Imagine you’re running a targeted ad campaign on Facebook. When you pay to reach a specific audience, you want to make sure your ad reaches real people who might be interested in your product. Having numerous fake followers makes it challenging for Facebook to identify your ideal customer, turning your targeted ads into a guessing game. This can result in wasted advertising dollars and a lower return on investment.
In order to effectively reach your target audience and maximize the effectiveness of your advertising efforts, it is crucial to regularly audit and clean up your social media following to ensure that you are reaching real, engaged users who are likely to convert. By focusing on quality over quantity, you can improve the performance of your ads and ultimately drive better results for your business.
The Benefits of Building a Real Community
Here’s the not-so-secret secret: building a loyal following takes work, but the rewards are immeasurable. Focus on creating high-quality content that resonates with your target audience. Consider running contests and giveaways to encourage interaction. And, most importantly, be authentic and engage with your followers directly. Although it may require more time, these authentic connections will be valuable and drive actual growth. It is better to have a smaller, engaged audience than a large, disengaged one.
By building a real community, you are creating a group of loyal customers who are genuinely interested in your brand. These followers are more likely to make repeat purchases, refer their friends and family, and become brand advocates. Additionally, a strong community can provide valuable feedback and insights that can help improve your products or services. So, put in the effort to nurture and grow your community, and you will see the benefits in the long run.
Over to You
Abandon the tempting trap of buying followers and instead focus on creating a vibrant online community where sincere relationships foster long-term success.
Here at MYOB, we understand the challenges of social media management for small businesses. This includes customized content strategies, targeted audience engagement techniques, and ongoing support to enhance your online visibility and engagement. Our experienced team of social media managers, with years of industry knowledge, can collaborate with you to create a content strategy that not only reflects your brand values but also captivates your intended audience.
What aspect of building a loyal following do you find most challenging? Please share your thoughts with us in the comments!
Imagine you’re at an industry conference. In one corner, a group throws ideas back and forth in rapid bursts, keeping the energy high. Across the room, another group dives deep into a specific topic, sharing insights and fostering focused discussion. These two scenarios perfectly capture the vibe of X (formerly Twitter) and Threads, two social media platforms vying for your attention. But which platform is best suited for your small business? Let’s dive into the details.
Similarities Between X and Threads: Connecting with Your Audience
At their core, both X and Threads are about connecting with your audience. You can share updates, engage in conversations, and build brand awareness. Both platforms allow for multimedia content—think images, videos, and polls (on X)—to grab attention and break up text. Plus, they’re free to use (with X offering a premium tier, but we’ll get to that later). Now, let’s explore the features and differences of X and Threads to help you choose the right platform for your small business.
The Plot Thickens: Key Differences to Consider
Here’s where things get interesting. X thrives on brevity. With a 280-character limit, posts are concise and fast-paced, perfect for news snippets, witty remarks, and joining trending conversations. It’s like a digital watercooler, buzzing with the latest happenings.
Threads, on the other hand, is all about longer-form storytelling. Here, you can create “threads”— think a series of connected posts — to delve into a specific topic, share a tutorial, or showcase your behind-the-scenes process. It’s a more intimate space for fostering deeper connections.
For example, on X, a user can quickly share breaking news updates or engage in real-time discussions about a current event by crafting short, impactful tweets. On the other hand, Threads provides a platform for a writer to explore a complex issue in depth by constructing a series of threads that build upon each other to create a cohesive narrative.
So, Two Accounts or One?
The good news is you may not need both platforms. Consider your target audience and your brand voice. If your business thrives on quick updates and witty banter, then X might be your jam. But if you excel at in-depth content and building a community, Threads could be a goldmine.
A recent poll found that 24% of social media users say that Threads is boring or unengaging, while only 11% feel the same about X.” This suggests it might not be ideal for all industries. For example, a fashion brand looking to engage with a younger, more trend-focused audience may find success on X with its emphasis on quick updates and wit. On the other hand, a nonprofit organization focused on education and community building may benefit more from using Threads to create deeper connections and foster discussion among followers.
Ultimately, the decision to use two separate accounts or just one depends on your overall social media strategy and goals. It’s important to consider the type of content you want to share and how you want to engage with your audience. By understanding the strengths of each platform and how they align with your brand, you can make an informed choice that will best serve your business goals. Remember, consistency and authenticity are key in building a strong online presence, so choose the option that will allow you to effectively communicate your message and connect with your followers.
Demographics Decoded: Who’s on Each Platform?
To enhance your connection with your audience on platforms like X and Threads, conduct audience research, analyze engagement metrics, and directly seek feedback from your followers. X has a diverse user base, with a slight skew towards younger demographics (18–29). Despite the common assumption that Gen Z is primarily interested in TikTok, they actually represent the largest generation on X. X is still a platform that appeals to a wide range of age groups and demographics, however, making it a valuable tool for businesses across various industries and not just younger audiences.
Threads, on the other hand, appeals to a slightly older group (25–34) at 36.39%, followed by 18–24 years old at 19.29%. Threads focuses on nurturing close connections and engagement, providing an ideal space for businesses to cultivate a sense of community among their customers. This emphasis on interaction can lead to increased brand loyalty and customer retention.
Threads and Instagram Integration: Enhancing Social Media Presence
Interesting fact: Threads is smoothly integrated into the Instagram app, enabling users to access it directly from their Instagram feed without requiring a separate app or page. So, no, you don’t need a separate Threads page if you already have Instagram. Just swipe right from your Instagram feed to access it.
Free or Fee? Navigating X’s Premium Options
Both platforms are free to use in their basic forms. However, X’s paid version, X Premium, offers features such as extended video lengths for more engaging content, ad-free browsing to enhance user experience, and the unique ability to “undo” a tweet, which can be a valuable tool for maintaining a polished online presence. And of course, you’ll obtain the highly sought-after blue checkmark, symbolizing verification and authenticity! While the cost varies depending on location, it typically falls around $10 CAD a month.
Over to You: It’s All About Your Strategy
Choosing the right platform is not a one-size-fits-all decision. X and Threads are powerful tools, but the best platform depends on your brand voice, target audience, and content strategy. Experiment with both platforms to determine which one resonates most with your audience. Remember, MYOB is here to help you navigate the ever-changing social media landscape. Leverage our collective knowledge and experience to help you in developing a successful social media presence that enhances brand awareness and drives revenue. So, which platform will you conquer first?
