Instagram has been online marketer’s hottest toy lately. And for a good reason: Instagram is growing like crazy! According to the site itself, their userbase grew from 90 million active users to more than 400 million active users in less than two years (2013-2015).
Instagram has the most engaging community: Engagement with brands on Instagram is 54 times higher than on Pinterest, 10 times higher than on Facebook, and 84 times higher than on Twitter.
Truly, Instagram is the marketing goldmine which is why i am so excited when a new Instagram tool comes out to open up new possibilities to market at the visual marketing monster.
Yotpo has come up with the new Instagram curation tool allowing brands to leverage the power of authentic user-generated photos from Instagram.
Enhanced Instagram Searching Capabilities
Yotpo offers some unique Instagram searching options allowing you to search for:
- One or more hashtags
- One or more @usernames
Search results contain Instagram updates that satisfy one of your criteria. This way you can curate Instagram effectively combining several search terms within one search results page.
This comes particularly useful when you:
- Track your brand hashtags in order to collect authentic visual reviews and testimonials (many brands have several branded hashtags these days including the main #brandname hashtag, all your past contests, product names, giveaways, etc.)
- Make sure you are not missing a single entry to your Instagram contest
- Monitor several of your competitors
Enhanced Instagram Engagement Capabilities
With the enhanced curation options comes even more impressive engagement possibilities. With Yotpo you can now meaningfully engage with many Instagram updates in bulk thanking users for featuring you and your product, welcoming contest entries and asking for permissions to republish brand-relevant content to your own marketing presences..
You can set your messages using curation settings:
Now, using the search feature, find the most relevant Instagram updates and post your customized message with one click:
You can also enroll your team into curating Instagram updates for you sending the selected entries into the moderation queue from where you can review and publish the content to your properties.
Publicize Curated Instagram Updates on Your Blog
With you and your team curating Instagram, you’ll want to best publicize the effort. Yotpo offers a customizable widget you can embed on your pages to serve as the social media proof displaying visual testimonials and authentic reviews.
I am pretty sure Yotpo has come up with some really unique Instagram functionality brands will find very useful for lots of Instagram marketing efforts.
A wealth of information lurks in the success (or failures) of the Other Guy.
Here are some ways you can improve your own content marketing results using competitor research tools and tips:
See What’s Popular
Your competitors are working in the same industry as you are, or so I assume. So they have the same audience that you do. This gives you an immediate view on what your audience is looking to read about, watch, view, or listen to.
It doesn’t take a lot to figure out what’s popular with your target demographic. Peek at what is trending on their site(s) and social media profile(s). Make a list of content that has gotten a lot of traffic, views, social media shares, and comments.
From there, you can develop a content strategy that follows the same general idea. Take a note of:
- Why your competitor has started a blog
- How they are using influencer outreach
- If they are doing any contests or digital assets, etc.
Discover Where Competitors Are Lacking
In addition to seeing what they are doing right, you can see what they are doing wrong. I distinctly remember this competing podcast of a client I was working for. They released this video series connected to their show, but not really a part of it. The first couple got a decent number of hits, but then they got next to no views.
Wondering what the issue was, I did a quick viewing of all of their videos (which they continued to release in spite of the lack of interest from their user base). They were cheesy, badly written, and not close enough to their podcast format to brand it properly. It was a trainwreck, basically.
In addition to this travesty of video, the podcasts were suffering because too much effort was being put into a new form of content that didn’t work.
Guess what the client did? Avoided videos, stuck with the podcast, upped their promotion, and ended up poaching a lot of listeners.
We all know that reputation management is an important part of overall branding. But tracking mentions of your competitors really work wonders, as well. You can keep track of announcements both major and minor, and also see what people are saying about the competition.
I worked for a startup once that setup mention tracking for three other platforms in the same industry, with a similar pat structure to their own. When the founder discovered a blog doing a review for a competitor, they asked them to do one for their own.
In the end, the review compared them to the last review and the startup I worked for came out on top.
Tools For Competitive Research
I mentioned before that you will have better tools at your disposal than asking Rebecca’s teenage sister the secret to her cookie selling success. These are some of those tools, though there is an endless supply of competitor research apps and dashboards out there to choose from.
- Google Alerts – The free option, and my personal favorite. You can create alerts that monitor any mention of your competitors across the web. It includes both social and web page results. I use it to monitor my competitors, my brand, and my industry. You can set your alerts to give you a digest of daily results, or to immediately let you know
- Spyfu – Don’t just monitor your competitors, flat out spy on them! Spyfu is a fun and informative dashboard that uses keyword research, mentions and more to keep track of your competitors. It is a combination of SEO and PPC research, so it applies to content and advertising.
- Compete – I don’t always recommend this tool because it is pretty pricey. But if you are a business with a decent budget, you can seriously improve results using this tool. You will learn a strategy to compete with competition on every level, including your social marketing. It is a very in depth tool full of data, and acts almost like a consulting service with a self service bent. It is an investment, but worth it if you have the cash on hand. Some businesses have reported a conversion improvement of 42% or more… seriously.
Do you have a tip for competitor research to improve content marketing? Know a tool that belongs on the list? Let us know in the comments!
Many businesses weigh the advertising abilities of Facebook and Google Ads because they want to get maximum visibility. They also aim to register new customers, boost sales and increase leads.
Differences between Facebook and Google Adwords Advertising
Google AdWords: Paid Search
AdWords is the world’s leading and most popular PPC advertising platform. Google Adwords has been labeled the term “paid search”. This advertising platform focuses on targeting keywords and use of text-based advertisements. Advertisers bid on keywords with expectation that their ads pop up alongside search results of questions. When a user clicks on the ad, the advertiser is charged, hence the name “pay-per-click advertising.”
Facebook Ads: Paid Social
Facebook Ads uses social networks for advertising. It has the greatest number of monthly active users (MAUs) compared to any other social network. Paid social enables users to find businesses depending on their online activities and interests.
The main difference between the two ad platforms is that Adwords helps you get new customers whereas Facebook helps customers find you.
The Strengths and Advantages of Google Adwords
Google is the world’s most common and widely used search engine. It is regarded as the de factor leader in online advertising. It deals with over 3.5 billion search queries daily. This offers advertisers access to unique and unsurpassed potential for customers looking for goods and services.
An Immense Audience
Google deals with over 40,000 search queries in a second. This equals to more than 1.2 trillion web searches annually. As Google advances, so will this immense search volume and the possibility for advertisers to get to new customers. All this potential is what makes Google ideal for your digital marketing strategy. However, when put together with Google’s precise search results, AdWords is more popular and widely used.
A Level Playing Field
AdWords majorly focuses on the relevance and quality of ads. Therefore, users are likely to keep using Google as their primary search engine. Google AdWords usually compensates quality and relevance more than other factors. Consequently, good advertisers get more results from their ad campaigns. Some keywords cost more than others.
A Wide Range of Ad Formats
Advertisers should utilize the numerous features of Google Adwords to make more enticing and compelling ads. These features include site links, ad extensions, and social proofing. Google also has ad formats specifically created to meet the needs of specific businesses including hotels and vehicle manufacturers. These ad format features include interactive map information and high-resolution images. New Ad formats and features are constantly created by Google to help advertisers reach new audiences and start new businesses.
The Strengths and Advantages of Facebook Ads
Facebook Ads play a major role in social media marketing. Since its inception, it has become a major part of digital marketing strategies for most businesses.
Unparalleled Audience Granularity
Facebook Ads have over 1.55 billion monthly active users. No other platform can compare to the size of its audience. Many people use Facebook to search for and use content that fits their individual interests, ideologies, values, and beliefs.
Advertisers exploit Facebook’s wide reach to reach their target audience. They do this by uploading customer details from their database to Facebook .Facebook then filters this data based on information given by third party data agents. The information automatically matches users whose data the advertiser uploads. Advertisers should view Facebook as a platform for interacting with their customers.
An Inherently Visual Platform
Facebook Ads often incorporate images, videos, and other visual content. This enables advertisers to control the quality of their Ads.