Marketing Archives - Page 2 of 6

What Does Facebook Know About the Links You Share?

October 24, 2019

Have you ever wanted to see how well links performed in the past on Facebook? Have you ever posted a link to Facebook and the picture is too small or the text is completely different? Facebook offers a great, free tool that lets you preview a link and tells you what the platforms knows about the link.

Read on to find out what Facebook knows about the links you share:

The Tool

Facebook itself has written that “people often prefer to click on links that are displayed in the link format (which appears when you paste a link while drafting a post), rather than links that are buried in photo captions”. This means that links are one of the most important ways you’re sharing content on Facebook, and, therefore, knowing exactly what Facebook knows about your link is crucial. Luckily, they provide a tool that lets you know exactly what they know about your link: the Sharing Debugger.

What the Tool Shows You

The Preview

Why Your Website Needs to Be Faster - Facebook Link Preview — Note: Feel free to click the pictures if you want to learn more about the topic.

It will show you exactly what the link will look like on desktop before you post it.

Likes, Shares, and Comments on Facebook

See Facebook Likes Comments Shares on Links - 10 Questions With Facebook Partner Manager Ramiro Sarabia

That’s right. Facebook tracks how many likes, shares, and comments every link gets and stores it for future reference. One of the many reasons you’ll find this tool is useful!

How it Works

The tool identifies information about a link in a very similar to the way that looking at someone’s driver’s license can tell you their age, eye color, and height. When you copy the URL into the Sharing Debugger, it will pull data. Instead of a card, Facebook, along with every other social media site, uses code included in websites called “OG Meta Tags”.

For instance, just like if you have brown eyes, your driver’s license might say “EYES BRN”, if the title of your blog is “How to Natively Schedule Posts on Instagram”, the code simply will say “og:title” and “How to Natively Schedule Posts on Instagram”.

Why is this Significant?

Facebook Links Picture too Small Example - 5 Things Every Great Instagram Photo Needs — In this case, the picture is too small.

On face value alone, the information the tool shows you is extremely valuable. You can adjust to make sure your link is set up for success and it allows you to see what picture will be used and how it will look. If you see that it has very little engagement in the past, it’s worth refreshing the photo, title, and description – and possibly the content, too!

How to Use this Information

Ensure the Information is Correct

The first thing to do is ensure the information is correct. Ask yourself:

Is the picture what it should be?
- Is it an image that will perform well?
Are both the “title” and “description” accurate?
Is the “type” appropriate?
- If it’s a blog, make sure it says “article”.
Do the tags make sense?
- For instance, if it’s a winter activities landing page, you want to make sure “summer fun” isn’t tagged.
Is the site name right?
Does the locale say “en_us”?
- This means that it’s in English, and its country of origin is the United States.

Optimization

The next step is optimizing the Facebook link. If the picture is too small or generic, swap it out! Make sure the title, or headline, is interesting and actionable. Next month, we’ll dive deeper into the subject of optimizing your links.

How to Change Your Preview

Talk to your webmaster about Facebook Links

The easiest way to change what your link preview looks like is to talk to your webmaster. However, you might be able to do it yourself, as most website platforms have “Featured Image”, “Title”, and other similar options in the editor.

Want to Do Some Coding?

However, if you’re able to add some code to the “header” section of a single page, Meta Tags is a tool that can be used to debug and generate the Open Graph code for any website. With Meta Tags, you can experiment and edit your content, then preview how your webpage will look on Google, Facebook, Twitter and other sites.

Conclusion

Link-type posts are the best way to drive traffic to your website from Facebook, and this tool gives you an insider look into the social media platform’s data so you can optimize your link for success. If you’re looking for new ways to stay updated on destination marketing, be sure to subscribe to our e-newsletter or follow us across social media at the links below!

Why Your Website Needs to Be Faster

September 12, 2019

We expect rapid results in our everyday lives. Nowadays, we have practically unlimited amounts of information at our fingertips. Consequently, if your site doesn’t load fast enough on mobile, users will go somewhere else. It’s that simple. But how fast, is “fast enough”? Read on to learn why your website needs to be faster:

What Load Time Looks Like

We slowed down our website’s load time to give a sense of how long 10 seconds is on the internet. If you were scrolling on Facebook and clicked a link, how long would you wait for it to load?

Case Studies on Site Speed

The BBC found that for every additional second a page on their website takes to load, 10% of users leave.
Google Think found that a 1s delay in page load times can affect mobile conversions by up to 20% on retail sites.
Outdoor clothing company Dakine cut the load time of its pages by at least 48% and had mobile traffic increase by 31% and mobile revenue increase by 45%.
When Pfizer made their sites’ load times 38% faster, their bounce rate decreased by 20%.
A private telecom company, Telefónica improved load times for its mobile site by 70%, which helped increase click-through rate by 31%.

It’s impossible to be engaged by content that you can’t see.

Why It Matters

1 out of 2 users expect a page to load in less than 2 seconds.
DoubleClick by Google discovered that 53% of visits are likely to be abandoned if pages take longer than 3 seconds to load.

Why Your Website Needs to Be Faster
Benchmarks for Mobile Page Speed — Source: think with Google

At TwoSix Digital, we see tourism websites with at least 50% of web visits coming from mobile and, typically, it accounts for about 60-70% of traffic. This number is growing every year. This is why it’s imperative to ensure that your website is quick enough to keep users interested.

Above, you can watch that same video with drop-off statistics based on load times.

How to Test Your Site

how to test how fast your website is on mobile

Each web page on your website is different. Each has its own pictures, information, and features. A great way to see the load times of pages on your website is with Google Analytics’ site speed tool. Google also offers an easy “Test My Site” tool that analyzes different URLs and reports on mobile speed. If you want to see exactly where your page is slowing down, then check out WebPageTest,.

How Fast Should Your Website Be?

If a slow mobile experience drives customers away, a fast mobile experience can help attract and keep them.
think with Google

We recommend keeping your page load times to under 3 seconds, and try to have at least one thing visible on your screen, such as a menu or image within the 1st second.

How Do I Make My Website Faster?

why your website needs to be faster use lazy loading — An example of “Lazy Loading“, when images appear blurry at first.

The first step is to contact your developer and tell them your benchmarks – specifically for mobile. While desktop speed is important, mobile site speed is paramount. Compressing images and text, along with employing a technique called “lazy loading“, are good places to start. If you want to go a bit more in depth, check out these recommendations.

Today, site speed is one of the important aspects of a website, and comes into play before content is ever seen. Consequently, it will always affect how effective your digital marketing will be, and should be considered a priority. If you’re looking for new ways to stay updated on destination marketing, be sure to subscribe to our e-newsletter or follow us across social media at the links below!

4 Scientific Reasons to Keep Social Posts Short & Sweet

April 25, 2019

4 Easy Ways to Get to Know your Digital Audience

April 11, 2019

A digital marketing strategy is primarily driven by the wants and needs of your audience. Knowing both what they want to see and what they need in order to create a conversion can help build a base for your digital strategy. Audiences are always changing, so it’s imperative to frequently check in and learn about them. Here are 4 simple ways to get to know your digital audience:

1. Investigate Google Analytics

You can learn several things about your audience by looking through your Google Analytics account. Check out these different metrics:

Demographics: age, gender and location
Interests: Affinity Category, In-Market Segment
Behavior: Top pages by Sessions on your site, Engagement via Average Session Duration & Bounce Rate, and Page scroll depth
Specifics: Browser use, Network, and type of Device
Acquisition: Source/Medium, Referrals, and Social
Site Searches: What your audience is looking for on your site

Learn More about Google Analytics

2. Perform Keyword Search

Performing a keyword search is a great way to help you discover what sorts of niches your audiences are interested in your destination. There are several tools that you can use to help generate keywords associated with your site.

Try out the Ubersuggest tool to help you learn about what keywords to implement into your niche content landing pages. This will help you not only understand what users are looking for when searching keywords related to your destination, but also help you come up with content ideas for the long run.

3. Check out Social Media Insights

You can also learn about your digital audience by looking through your social media accounts’ audience insights. Instagram, Facebook, and Twitter all vary on the data that they are able to provide for users:

Instagram Business: top locations, age range, gender
Facebook Business: age, demographics, location, actions of people on the page, audience insights
Twitter Insights: audience interests, consumer buying styles, typical demographics (age, gender, location), and top performing posts

Not sure how to set up Business Manager on Facebook? Learn here.

4. Send out a Survey

If you’re unsure of what kind of content to produce, try sending out a simple survey to gain a better insight on what kind of content your audience wants to see from you. Check out this example of a survey to help you gain more insights on what your customers want:

Finally, always remember that your audience can and will change over time. Don’t be afraid to take time to intentionally learn about their habits, demographics, social media usage, and other metrics. No matter what your findings, it will help you gain a better perspective on what they want from your organization.

For more tips and tricks on how to master your digital marketing strategy, be sure to subscribe to our e-newsletter and follow us across social media.