5 Essential Marketing Roles You Should Outsource Today to Boost Your Business Growth

July 17, 2023 - 5:00am - by Alyson Shane

Whether you manage your own digital marketing or you’re a manager with a team to lead, it’s easy to let your marketing tasks pile up and for quality to slip when things get busy.

If this sounds familiar, then it might be time to consider outsourcing to an agency partner!

What Does Outsourcing Your Digital Marketing Look Like?

Outsourcing is the process of hiring external service providers to perform specific tasks for your business. It can be a great way to save time and money, as well as help you focus on what you do best. 

By outsourcing certain marketing roles like social media content creation and publishing, content writing, or SEO, you can free up resources to reinvest in other areas of your business that will help drive growth. 

As a result, not only does outsourcing allow your business scale faster, but it also helps it stay competitive in their respective industries.

Whether you’re a small business owner who’s tired of trying to do everything themselves, or a Marketing Manager looking for ways to help your team focus on more important tasks, outsourcing to an agency is a great (and affordable!) option.

In this post we’ll be looking at the top 5 roles to consider outsourcing so you can make the best choice for yourself and your digital marketing:

1. Social Media Management - How to Find the Right Agency for the Job

Social media is an essential part of any business’ digital marketing strategy, but it’s also one of the most time-consuming parts, too. 

Effective social media campaigns need to be founded on strategy and deep understanding of your brand in order for them to be properly managed and executed - and that’s just the high-level part! 

Social media managers are also responsible for:

• Content planning and creation
• Coordinating creating Reels, TikToks and video content
• Community engagement
• Campaign management 
• Performance tracking 

Because social media management is so time-consuming, it’s often the first thing that businesses look to outsource to a partner.

The Top Benefits of Outsourcing Social Media Marketing 

Tapping Into Industry Expertise

It can be hard to keep up with the latest digital marketing trends and platform changes, which is why outsourcing this role can be such a boon for a business.

Social media managers need to be up-to-date with the latest algorithm updates, changes to video and image specs, character length changes, hashtag updates… and more!

Their job is to stay current and apply their knowledge to your social media strategy so you don’t have to.

Time and Resource Savings

Managing social media channels is time-consuming, effort, and resources. 

By outsourcing this role, you can free up your internal team to focus more pressing tasks and deliverables while the experts handle your social media presence. This helps your team be more agile, less reactive, and ultimately more productive.

Consistent and Engaging Content

One of the biggest assets to outsourcing your social media marketing is knowing that you’ll always have a consistent posting schedule, no matter how busy you are.

Social media managers also have deep knowledge of the kind of content that will resonate with your audience and create positive associations with your brand, and will work hard to iterate and keep finding new ways to engage with your audience.

Data-Driven Strategies

Effective social media management is more than just posting consistently. A worthwhile outsourcing partner will be consistently looking at key performance indicators (KPIs) and engagement levels with your content to improve results over time.

By looking at the data and submitting regular progress reports, your social media manager can share their results, explain their thinking, and give you opportunities to discuss and make decisions based on data, not just gut feelings.

(P.S. Did you know that Starling Social offers monthly reporting as part of all our service packages? Click here to learn more!)

How to Find the Right Outsourcing Partner

Here’s the tea: most marketers can talk the talk, but are they also walking the walk?

One of the easiest ways to see if the agency you’re considering is going to be able to deliver effective social media management services for you is to look at things like:

• Their social media presence. Do they have public profiles on the major platforms that are well-maintained?
• The posts they publish. Do they seem like they keep up with the latest trends and changes?
• The content they share. Does it feel like they’re showcasing expertise, or just posting generic content to keep the lights on?

2. SEO - How to Identify Quality SEO Providers for Maximum Results

Search Engine Optimization (SEO) helps to increase website visibility and rankings in search engine results pages (SERPs) which lead to more organic traffic and conversions, making it is another essential component of any digital marketing campaign.

But with so many SEO providers out there, it can be hard to know which one is the right choice for your business. Here are four things to look for:

Experience and Expertise

SEO is constantly changing, so look for an SEO partner with a proven track record and extensive experience in their field. Don’t be afraid to ask for testimonials or for their input on the latest strategies to make sure their approach is up-to-date.

A Transparent and Ethical Approach

Choose an SEO partner that follows ethical “white hat” SEO practices and maintains transparency throughout the process. 

They should be open about their approach, provide regular progress reports, and offer clear communication channels. 

Avoid partners that engage in black hat tactics, as these can lead to penalties and damage your website's reputation.

Customized Strategies

Every website is unique, which means an SEO strategy should have requirements, goals, and target audiences specific to your business and website’s needs. 

A reliable SEO partner will take the time to understand your business and develop tailored strategies to meet your needs. This should start with a comprehensive website audit, competitor analysis, and keyword research to create an effective SEO plan that aligns with your objectives.

Measurable Results and Reporting

Look for an SEO partner that uses data-driven decision-making and provides measurable results. 

They should have tools and systems in place to track keyword rankings, organic traffic, conversion rates, and other relevant metrics. 

Regular reporting and analysis of these metrics will help you gauge the effectiveness of their SEO efforts, make informed decisions, and understand the return on investment (ROI) of your ad spend.

3. Copywriting - Outsourcing Content Creation to a Copywriting Expert

One of the fastest ways to amplify the ROI of your marketing efforts is to outsource your content creation to a copywriting expert.

Professional copywriters are experienced in creating content for the web, including blogs, newsletters, whitepapers, website copy, and more. They’ll take the time to understand your business and create compelling content that engages readers and resonates with your audience.

What to Look For When Outsourcing Copywriting?

If you aren’t a professional writer yourself, it can feel overwhelming to figure out how to choose the right copywriting partner to outsource your needs to. 

Here are a few things to look for:

Work Samples

Ask for work samples from a handful of clients in different industries. Seeing examples will help you get a sense of how the writer can tailor their work to different businesses and industries.

Different kinds of content

Don’t just stick to one kind of work sample - ask for blogs, newsletters, and other kinds of content to get a sense of the range the copywriter is able to achieve.

Voice and tone

Does their copy sound wooden and stiff, or is it approachable and easy to understand? 

General advice is that copy for the web should be written for an 8th grade reading level, so when reviewing work samples, ask: is this written in a way that anyone can understand, or does it include a lot of jargon? 

4. Pay-Per-Click (PPC) Advertising — How to Choose The Best PPC Partner

PPC advertising is the process of advertising on search engines like Google and Bing. With this type of advertising, you only get charged when someone clicks on your ad (hence the name, Pay-Per-Click).

PPC advertising is a highly targeted type of marketing that plays an important role in driving people who are looking specifically for your product or service to your website.

Unfortunately, PPC advertising is complicated and has a steep learning curve to create and manage effective campaigns — this isn’t a “set it and forget it” kind of marketing!

Elements of a Successful PPC Campaign

Whether you’re new to PPC or you’ve tried to manage your own, there are a few key elements of a successful PPC campaign that any outsourcing partner should be familiar with:

Conversion Tracking

The process involves embedding conversion tracking codes on your website to track actions that align with your campaign goals, like form submissions, purchases, or downloads. 

Your PPC outsourcing partner will then use this data to better understand user behaviour, which types of keyword combinations are working best, and will make adjustments based on the data.

Analytics 

Your PPC partner should regularly check their Google Analytics and Google Ads dashboards to monitor website traffic, user activity, and engagement metrics.

A competent PPC expert shouldn’t just apply what they see to your campaigns; they should also be proactive in helping you update and optimize your website to rank higher, earn better scores with Google, and ultimately increase conversions.

Performance Reporting

Like we said, this isn’t a “set it and forget it” kind of campaign! Regularly review performance reports provided by your PPC agency partner.

Pay attention to key metrics like click-through rates, cost per click, conversion rates, and cost per conversion. These reports will help you understand the effectiveness of your campaigns and identify areas for improvement.

A/B Testing

PPC is one type of ad campaign where A/B testing isn’t just recommended - it’s essential!

Making sure your PPC outsourcing partner is A/B testing to compare different elements of your PPC campaigns will help you better-understand differences in ad copy, visuals, landing pages, or call-to-action statements. 

This experimentation allows you to identify the most effective strategies and make data-backed decisions to optimize your campaigns.

(P.S. Did you know that Starling Social’s resident PPC expert has been running campaigns since Yahoo! was the main search engine? That means we’ve got decades of experience under our belt and are ready to help you build effective campaigns!)

Advantages of Outsourcing Your PPC

It probably comes as no surprise that there are several advantages to outsourcing your PPC campaigns, including:

Expertise and Specialization

As we’ve been saying: PPC campaigns are complicated, so outsourcing your advertising to a seasoned professional can mean the difference between a wanted budget, and a well-optimized one that gets results.

Your PPC partner will also do the “leg work” of staying updated with the latest trends, strategies, and tools to ensure your ads are highly targeted and optimized for maximum impact.

Cost and Time Savings

PPC campaigns are probably the most hands-on kinds of ads you can run, requiring constant monitoring, optimization, and analysis.

By outsourcing these tasks, you save valuable time and resources by working with partners who already have the necessary tools and resources to efficiently manage your campaigns.

This reduces costs associated with in-house hiring, training, and campaign management, saving you even more money in the long run.

Advanced Targeting and Ad Optimization

A seasoned PPC expert will excel in audience targeting and ad optimization. 

Before even touching your campaigns, they’ll spend time researching to identify relevant keywords, demographics, and geographic targeting parameters to reach your ideal audience. 

As the campaigns progress, they’ll also perform A/B testing, ad copy optimization, and landing page optimization to maximize conversion rates.

Performance Tracking and Reporting

We’ve said this before but it bears repairing, especially when it comes to PPC campaigns:

An agency or outsourcing partner who doesn’t submit monthly reports is doing you a disservice.

PPC campaigns are complicated and require a lot of attention and updating, so your PPC partner should be able to show what they’re doing each month, as well and provide you with changes, trends, and opportunities for consideration in order to make your campaigns more successful.

5. Social Media Advertising — Finding a Trustworthy Social Media Ads Partner

Social media advertising is pretty self-explanatory: it’s the process of promoting your brand, products, or services through paid advertisements on various social media platforms. 

This type of advertising offers unparalleled opportunities to reach a highly targeted audience, increase brand awareness, drive website traffic, and generate leads or sales. Other benefits include being cost-effective and allowing you to reach a diverse range of people who might be interested in your products or services.

Why Outsource Your Social Media Advertising?

While social media ads aren’t quite as complicated as PPC advertising, there are still several reasons why outsourcing your social media ads management is a good idea. These include:

Expertise and Industry Knowledge

Running ads on Facebook or Instagram is different from running ads on LinkedIn, Twitter, YouTube, or TikTok, and your outsourcing partner should be able to explain the differences between them, as well as be up-to-date on the latest changes to each platform’s advertising rules and specifications.

Time and Resource Efficiency

Managing social media ad campaigns takes time, effort, and resources to set up, optimize, and adjust throughout the life of the campaign.

By outsourcing these tasks, you can spend your time and resources focusing on managing your business or your team without having to worry about the status of your campaigns.

Targeting and Ad Optimization

Your social media ads partner will understand how to use advanced targeting techniques, be able to advise you on the best types of ads to run on a per-platform basis.

They’ll also be able to help you craft compelling ads with the right formats, visuals, and copy to stop users mid-scroll and encourage them to engage with your ads.

Free Up Your To-Do List! Start Outsourcing Your Marketing Today

By outsourcing your digital marketing tasks like social media management, SEO, copywriting, pay-per-click advertising, and social media advertising, you can free up valuable time and resources to focus on the big picture.

Not only can you sleep easily knowing that your digital marketing is taken care of, but you can enjoy the benefits that come with dedicated expertise, transparent reporting and collaboration, and a commitment to helping your business grow and achieve its goals. 

Ready to hand off those overwhelming digital marketing tasks and focus on more important things? Drop us a line, we’re onboarding new clients right now.

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How to Find Out Who Your Customers Are (and How to Get to Know Them Better)

July 10, 2023 - 5:00am - by Alyson Shane

Understanding your customers is a crucial aspect of running a successful business. Knowing who your customers are can help you tailor your marketing messages, products, and services to their specific needs, preferences, and interests. 

Fortunately, with the help of software, you can easily find out who your customers are and what they like. 

In this article, we'll explore some tools that you can use to research your customers from social media, email campaigns, and website activity.

Social Media Analytics Tools

Social media is a treasure trove of customer data, and social media analytics tools can help you extract insights from your followers and audience.

Some popular tools for social media research include Hootsuite, Sprout Social, and Buffer. 

These tools provide in-depth analytics on your social media followers, such as their demographics, location, and interests. 

You can also use these tools to monitor conversations about your brand and industry on social media, which can provide valuable insights into what your customers are talking about and what they care about.

Email Campaign Analytics Tools

If you run email campaigns, you can use email campaign analytics tools to track your subscribers' behaviour and preferences. 

Some popular email campaign analytics tools include: 

• Mailchimp
• Campaign Monitor
• Constant Contact

These tools provide data on how your subscribers engage with your emails, such as open rates, click-through rates, and unsubscribe rates.

You can also use these tools to segment your email list based on various criteria, such as demographics, behaviour, and preferences, which can help you tailor your messages to specific groups of customers.

Website Analytics Tools

Your website is another valuable source of customer data, and website analytics tools can help you track your visitors' behaviour and preferences. 

Some popular website analytics tools include:

• Google Analytics
• Adobe Analytics
• Matomo

These tools provide data on your website traffic, such as the number of visitors, their location, and their behaviour on your site. 

You can also use these tools to track specific events on your site, like clicks on certain buttons or pages, which can help you understand how your customers interact with your site and what they're looking for.

Start Getting to Know Your Customers Today!

Understanding your customers is essential for running a successful business. 

You can gather valuable data on your customers' demographics, behaviour, and preferences by using social media analytics tools, email campaign analytics tools, and website analytics tools. 

This information can help you tailor your marketing messages, products, and services to your customer's specific needs and interests, leading to higher customer satisfaction, loyalty, and sales.

 So, if you haven't already, consider using these tools to research your customers and unlock the power of customer insights. Need help doing a deep dive? Drop us a line!

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Threads by Meta: Everything You Need to Know

July 6, 2023 - 11:20am - by Alyson Shane

It’s here! Meta’s long-awaited Twitter competitor, Threads, launched late last night and already got over 30 million sign ups as of this morning.

Some people are speculating that Meta moved up the app’s launch because Elon Musk sent Twitter users fleeing from the platform after he announced that Twitter would limit the amount of tweets a user can see in a day

Things are moving quickly right now, but as of *checks watch* 12 PM CST, here’s what you need to know:

What is Threads by Meta?

Threads is Meta’s competitor to Twitter and is connected to your Instagram account. 

The app is linked to your Instagram account and your feed will include posts from people you follow, as well as recommendations based on what the algorithm thinks you’ll like.

(Protip: if you want to start tailoring your feed, just “hide” posts from accounts you don’t follow and don’t want to see. The earlier you do this, the faster the algorithm can learn!)

Will Threads Stick Around?

So far it looks like it will, thanks to some smart moves from the Instagram team.

The trick to Threads’ immediate success is that even though it’s technically a standalone app, it’s connected to Instagram and allows you to add your existing contacts in under a minute by using the “auto-follow” button.

Goodbye, slow follower growth! Now you’ve got a brand new community made up (mostly, more on that below) of people you already follow.

Should Your Brand be on Threads?

YES. As Twitter tanks and a new platform to showcase your brand’s personality emerges, it’s critical to claim your account and start posting asap. 

How is Threads Different?

A Different Value Proposition from Twitter

Threads is a place to share your personality, your thoughts, spicy memes and hot takes. It’s a laid-back place (think Twitter circa 2010).

Threads Offers More Ownership Over Your Content

Unlike some other social platforms, Adam Mosseri has stated that Threads is committed to building support for ActivityPub, the protocol behind Mastodon.

So if you wind up leaving Threads, you can take your content with you.

High-Level Details About Threads 

Below are a few things to keep in mind as you start getting your footing on the platform:

• Posts can be up to 500 characters long and can include links, videos, gifs, and video
• Videos can be up to five minutes long
• You can switch between light and dark mode in the app
• Hashtags are currently not available, but a post from Adam Mosseri confirmed that hashtags are coming, so stay tuned for those
• You can post gifs (just open your Gipfy app and copy/paste)
• Currently you can’t switch between accounts - you need to log out and back in
• No DMs (so far)
• Right now your feed is a combination of a For You page and accounts the algorithm thinks you’ll like
• People are using a conversational, personal tone. Don’t sound all “B2B” please!

What’s a Good First Thread?

Introduce yourself! Something as simple as “Hello world, we’re ____” is great, but including a picture of yourself, your team, or your pets is even better. 

Remember: this is your chance to start developing your brand’s identity on the platform, so don’t be afraid to let your freak flag shine and be casual, silly, and even a little weird if that’s your jam.

What’s a Good Threads Strategy?

The challenge brands face on the platform is that most of your initial followers will be coming from Instagram, so they’ll be used to seeing photo and video-based content.

With that in mind, at this stage we recommend that brands take a similar approach to their Twitter content strategy: primarily text-based, using emojis to break up text, and include urls in your posts.

From there, you’ll want to start experimenting with your top-performing photo content from other platforms… but don’t overdo it, especially this early on! Users are very sensitive to brands getting overly salesy and shoehorning content 1:1 in from other apps.

So for now (at least), avoid repurposing your Reels and TikToks. 

What About Mastodon, Spill, Hive and all the rest?

Honestly? RIP to those platforms. Threads ate their lunch because the platform launched with audiences already built in, cutting out the effort of trying to build up a following from scratch.

These platforms don’t have enough differentiating factors to attract users away from Twitter or Threads. So while it’s still advisable to claim your brand’s name on every new social network, we don’t recommend spending time making content there. Stick to your existing platforms and Threads.

What Else Should You Know About Threads?

Who knows! Right now it’s kind of a Wild West (and we’re here for it) — one of the best parts about our industry is that it’s always changing, so we’ll be keeping our eyes peeled for the latest updates and sharing them in our weekly newsletter. 

 For more updates (and spicy memes and hot takes) give us a follow on Threads.

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The Ultimate Guide for Law Firms on Instagram

June 22, 2023 - 8:54am - by Alyson Shane

Today, social media is a must-have for law firms to boost their online presence, connect with clients, and attract new business opportunities. 

Platforms like Facebook and LinkedIn have been popular options for years, but Instagram has become a powerful tool for law firm marketing in recent years for a variety of reasons.

Instagram's unique blend of video and image-based content makes it a perfect place to showcase your firm's values, expertise, and success stories, and connect with both potential clients and employees.

In this blog post, we'll explore some key strategies and techniques to effectively use Instagram as a marketing tool for your law firm.

Establishing an Engaging Instagram Presence

Start by creating a professional Instagram profile that reflects your law firm's brand. Use a high-quality profile picture and write an interesting bio that communicates your firm's expertise and what makes you unique.

Consistent branding, tone, and visuals will help you build credibility and attract followers, so consider how to use elements like Stories Highlights to tell deeper stories about the firm, what it's like to work there, and the kind of work you do.

Create Eye-Catching Content

Instagram is a platform where being creative can pay off in spades. 

Think about creating eye-catching graphics, videos, and infographics that offer valuable legal insights, answer common legal questions, or showcase recent case successes. Don't be afraid to play with colour, different template types and video cuts, and jump on trending Reels that fit the firm's brand.

Enhance your posts with thought-provoking captions and questions to increase engagement, and use targeted hashtags that help users who fit your ideal follower profile or live in your area find you.

Humanizing Your Firm

Instagram gives you a chance to show the human side of your firm by sharing the personalities and stories behind its legal expertise. 

Give glimpses behind the scenes of your firm's culture, introduce your team members, highlight community involvement, and talk about philanthropic initiatives. This helps build trust, create personal connections, and set your firm apart from the competition.

Use Client Testimonials as Social Proof

User-generated content (UGC) can be a powerful tool for law firms to increase brand reach and credibility. 

Encourage your clients and followers to share their positive experiences with your firm and tag your Instagram handle in their posts. 

Repost and acknowledge these testimonials, client success stories, or reviews on your firm's feed. 

Grow Your Community

Engaging with potential clients and industry influencers can help expand your reach and establish your law firm as a reliable authority.

Regularly interact with your followers by responding to comments, direct messages, and mentions. Join legal conversations, provide concise legal advice where appropriate, and share your expertise in response to relevant inquiries. 

Collaborate with Influencers

Partnering with influencers can be a great way to amplify your firm's reach and visibility, and increase brand awareness with a wider audience.

Identify influencers in the legal or related industries who have a significant following and share your firm's values. 

Collaborate with them to create content, conduct interviews, or host live discussions to share insights and expertise.

Run Targeted Instagram Ads

Instagram advertising can help law firms reach a more specific audience and generate leads. 

Use Instagram's ad targeting features to tailor your ads to specific demographics, locations, or interests relevant to your target audience. 

Promote content like legal guides, webinars, or upcoming events to actively engage potential clients. Make sure to regularly monitor your ad performance and make adjustments to optimize their effectiveness.

Instagram has evolved into a valuable marketing platform for law firms, offering a unique opportunity to connect with clients, showcase expertise, and stand out from the competition. 

Now that we've talked about how to get started on the platform, let's dig into one of the most valuable ways your firm can use Instagram: as a tool for recruiting and retention!

How Law Firms Can Use Instagram for Recruiting and Retention

In addition to its marketing potential, Instagram can be a valuable tool for law firms when it comes to recruiting and retaining top talent, especially among the younger generation who are active users of the platform. 

By leveraging Instagram's features and engaging with potential candidates, your firm can enhance its recruitment efforts and use the platform to showcase a positive and engaging work environment that fosters employee satisfaction and retention. 

Not sure how to get started? Try these tips:

Showcase Firm Culture and Values

Think about the best aspects of working at your firm and use them as the pillars of your content strategy on the platform.

Share photos and videos highlighting team-building activities, social events, community involvement, and any unique perks or benefits that set your firm apart. 

You can attract candidates who resonate with your firm's values by portraying an inclusive, collaborative, and supportive work atmosphere.

Share Attorney Spotlights and Success Stories

Highlighting the accomplishments and stories of your attorneys can be an effective way to attract talent and establish your firm's credibility. 

Create regular attorney spotlights that delve into their professional achievements, career progression, and notable cases. 

Showcase diverse career paths and success stories to demonstrate growth opportunities within your firm. This type of content appeals to potential candidates and reinforces a sense of pride and loyalty among existing employees.

Engage with Law Students and Young Professionals

Law students and young professionals often turn to Instagram for networking and career insights. 

Engaging with this demographic by sharing valuable resources, hosting Q&A sessions, or providing career advice can help your firm build relationships and attract promising talent. 

Consider partnering with law schools, legal organizations, or influential legal professionals to provide internship opportunities, mentorship programs, or educational content. This proactive engagement demonstrates your firm's commitment to fostering the growth and development of aspiring legal professionals.

Share Employee Takeovers and Behind-the-Scenes Content

Empower your staff to take over your firm's Instagram account for a day to provide an authentic look into their roles and workdays. 

This behind-the-scenes content gives potential candidates a firsthand glimpse of the firm's work dynamics and helps them picture themselves as part of the team. 

Encourage employees to share their experiences, challenges, and achievements, showcasing the diversity of roles and the rewarding nature of working at your firm.

Share Employee Testimonials and Reviews

Like client testimonials, featuring employee testimonials and reviews can be a powerful tool in attracting top talent. 

Encourage your team members to share their experiences, growth opportunities, and job satisfaction through Reels. 

These testimonials and stories should highlight their personal and professional development within the firm and emphasize your law firm's supportive and nurturing environment. 

Seeing happy, engaged team members can significantly influence the decision-making process of potential candidates and enhance employee retention by reinforcing a positive company culture.

Showcase Professional Development Opportunities

Attract ambitious and growth-oriented candidates by highlighting ongoing professional development initiatives, like training programs, workshops, or conferences.

This showcases your firm's commitment to investing in its employees' continuous learning and skill enhancement, shows that your firm values professional growth, and is willing to provide opportunities for career advancement.

Start Sharing Your Law Firm's Content on Instagram Today

As we've seen, Instagram can be a valuable tool for law firms to stand out from the competition, attract diverse and ambitious new team members, and create cross-promotional opportunities by partnering with law schools, legal organizations, or influential legal professionals.

Incorporating Instagram into your firm's marketing and recruitment strategy can help you create lasting connections with your ideal clients and with talented individuals who will contribute to your firm's growth.

Looking for more guides and insights to help your law firm think differently about your digital marketing? Subscribe to our weekly digital marketing newsletter or contact us today to talk about how we can partner with your firm to stand out online.

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How to Write Scroll-Stopping LinkedIn Posts

June 5, 2023 - 5:00am - by Alyson Shane

LinkedIn has become an invaluable tool for B2B businesses looking to reach and engage with their target audience.

With over 750 million members worldwide, the platform gives businesses a unique opportunity to connect with professionals in their industry, share valuable insights, and build relationships that can lead to new customers and increased revenue.

In this blog post, we'll be sharing how to write LinkedIn posts that convert customers, and providing you with tips and strategies to create engaging content that resonates with your audience and drives conversions.

Why LinkedIn Is a Valuable Tool for B2B Businesses

LinkedIn is the go-to social media platform for professionals, making it an ideal platform for B2B businesses to connect with potential customers.

Unlike other social media platforms, LinkedIn is designed specifically for networking and professional development, making it an ideal platform for businesses to build relationships with other professionals in their industry.

LinkedIn provides businesses with several tools and features to help them reach their target audience, including creating and sharing content, joining groups and communities, and connecting with other professionals.

With so many professionals using LinkedIn every day, it gives businesses a unique opportunity to reach a highly engaged and receptive audience.

As one of the largest professional social networks, LinkedIn offers an effective way to connect with like-minded individuals, grow your network, and share your ideas with the world. One way to do this is through timeline posts, which are short updates on your profile and your connections' timelines.

What’s the Difference Between a LinkedIn Timeline Post and a LinkedIn Article?

LinkedIn timeline posts are short updates that you can share with your network. They are typically several sentences long and include text, images, videos, or links. 

These posts appear on your profile and the timelines of your connections. 

In contrast, LinkedIn articles are longer-form content you can publish on the platform. They are similar to blog posts and can include images, videos, and other media. LinkedIn articles are published on your profile and can be shared with your network.

How to Write Effective LinkedIn Posts

To help you navigate the LinkedIn algorithm and get the most out of your timeline posts, here are some timeline best practices:

Be Personable 

Nobody wants to read stuffy business updates all the time. Write timeline posts that are thoughtful, relatable, and help your followers get to know you better.

Know Your Audience 

To write a compelling LinkedIn timeline post, you need to know your audience. Think about who your connections are, what they're interested in, and what kind of content they're likely to engage with. Use this information to craft posts that resonate with your audience.

Don’t bury the lede 

The first 140 characters of your post is what people will see when they’re scrolling. Use attention-grabbing text and emojis to entice people to click to expand your post and read more.

Keep It Short + Sweet

LinkedIn timeline posts are meant to be short and to the point. If you're writing a longer update, use bullet points or numbered lists to break up longer text.

Include Visuals

Visuals are a great way to grab people's attention and make your posts more engaging. Use high-quality images, videos, or infographics to illustrate your points and make your posts more visually appealing.

Use Hashtags

Hashtags are a great way to make your posts more discoverable. Use relevant hashtags to help people find your posts when they search for specific topics.

Engage With Your Audience

Finally, make sure to engage with your audience! Social media isn’t a soapbox, so don’t sleep on responding to comments and questions, and use your posts as an opportunity to start conversations with your connections.

LinkedIn Timeline Post Best Practices

To help you navigate the LinkedIn algorithm and get the most out of your timeline posts, here are some timeline best practices:

Create Engaging Content

The LinkedIn algorithm favours content that generates engagement. The more likes, comments, and shares your post gets, the more likely it is to appear in people's timelines. 

To create engaging content, focus on topics that are relevant to your audience and provide value. Pay attention to the posts that do well and lean into topics and themes that get the most engagement.

Post at the Right Time

Timing is critical on LinkedIn. You want to post when your audience is most active. According to Hootsuite, the best times to post on LinkedIn are Tuesday through Thursday between 8 am and 2 pm. However, testing different posting times is important to see what works best for your audience.

Use Hashtags

As I said before, hashtags are a powerful tool on LinkedIn. They make it easier for people to discover your content and join relevant conversations. When you use hashtags, make sure they are relevant to your post and your audience.

Engage with Your Audience

Engagement is a two-way street on LinkedIn. If you want people to engage with your content, you need to engage with theirs. Take the time to respond to comments and start conversations. You can also tag people in your posts to encourage them to engage with your content.

Build Relationships

LinkedIn is all about building relationships. Connect with people in your industry and engage with their content. You can also join groups and participate in discussions to expand your network. Building relationships takes time, but it's essential for long-term success on the platform.

Start Creating Scroll-Stopping LinkedIn Posts Today!

LinkedIn timeline posts are a great way to share updates, thoughts, and insights with your network. To create compelling timeline posts, know your audience, use attention-grabbing headlines, keep it short and sweet, include visuals, use hashtags, and engage with your audience. 

By following these tips, you can create scroll-stopping LinkedIn timeline posts that will help you grow your network and share your ideas with the world.

Want to get a roundup of the hottest digital marketing strategies sent right to your inbox once a week? Click here to subscribe to our newsletter!

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How to Do a SWOT Analysis for Your Digital Marketing

May 22, 2023 - 5:00am - by Alyson Shane

Looking for ways to build a better digital marketing strategy? Consider doing a SWOT analysis!

A SWOT analysis is an invaluable tool for businesses looking to maximize their digital marketing efforts and increase their ROI. 

By developing a deeper understanding of what’s working (and what isn’t), you can make more informed decisions about how to optimize your campaigns and reach your growth goals.

What is a SWOT Analysis?  

A SWOT analysis is a strategic planning tool whose acronyms stand for:

• Strengths
• Weaknesses
• Opportunities
• Threats

It’s a great way for companies to take a step back, analyze their current situation, and identify areas for improvement and growth. 

A SWOT analysis can be applied in a variety of settings, but when it comes to digital marketing, it can be used to understand the current digital environment better, and identify areas where the business may have an advantage or disadvantage. 

This analysis can help businesses figure out which digital marketing channels are most effective, and which need improvement. 

It can also be used to identify potential opportunities and threats that could affect the success of the current digital marketing strategy.

SWOT Protip

When doing your SWOT analysis, start with Opportunities and Threats, then take what you’ve learned and apply it to your Strengths and Weaknesses

A lot of people start by just looking at Strengths and Weaknesses because it comes first in the acronym, but doing it in this order allows you to respond to the opportunities and threats with data and strategy!

How to Do a SWOT Analysis for Your Digital Marketing Strategy 

Step 1: Identify Your Strengths 

The first step in conducting a SWOT analysis is to identify the strengths of your digital marketing strategy.

 This includes looking at things like your website, content, social media presence, SEO efforts, and any other digital marketing activities you’re currently engaged in. 

Ask yourself questions like: 

• What advantages do I have over my competitors?
• What digital marketing activities are working well for me?
• What resources do I have that my competitors don’t?
• What unique skills or expertise do I have that gives me an advantage? 

Step 2: Identify Your Weaknesses 

The next step is to identify the weaknesses of your digital marketing strategy. 

This includes looking at things like website design, content quality, social media engagement, and any other digital marketing activities you’re currently engaged in. 

Ask yourself questions like:

• What areas of my digital marketing strategy are lacking?
• What resources do I need to improve my digital marketing efforts?
• What skills or expertise do I need to develop?
• What areas of my digital marketing are not performing as well as they should be? 

Step 3: Identify the Opportunities 

The third step in a SWOT analysis is to identify the opportunities available to you. 

This includes looking at things like new digital marketing channels, emerging technologies, and any other opportunities that could help you improve your digital marketing efforts. 

Ask yourself questions like:

• What new digital marketing channels could I use to reach my target audience?
• What new technologies could I use to improve my digital marketing efforts?
• What partnerships or collaborations could I pursue to further my digital marketing goals?
• What trends or developments could I capitalize on to further my digital marketing efforts?

 Step 4: Identify the Threats 

The last step in conducting a SWOT analysis is to identify the threats to your digital marketing efforts. 

This includes looking at things like competitors, changing digital landscapes, and any other threats that could impact your digital marketing strategy. 

Ask yourself questions like:

• How are my competitors using digital marketing to their advantage?
• What changes in the digital landscape could affect my digital marketing efforts?
• What new technologies could disrupt my digital marketing strategy?
• What new regulations or policies could limit my digital marketing efforts? 

SWOT Analysis: Your Key to Digital Marketing Success

A SWOT analysis is a great way to gain a better understanding of your digital marketing strategy and identify areas for improvement and growth. 

By taking the time to identify your strengths, weaknesses, opportunities and threats, you can develop a more effective digital marketing strategy and maximize the success of your digital marketing efforts.

Still not sure where to start? Drop us a line and let’s talk about how a digital marketing audit can benefit your business!

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What North American Companies Can Learn From Japanese Ad Campaigns

May 8, 2023 - 5:00am - by Alyson Shane

If you’ve ever seen a Japanese ad or commercial, you’ve probably watched it and said, “wtf is this” — and you’re not alone.

Having just spent a month in Japan, I was struck by the stark difference between Japanese and North American advertising. Their ads often feature people in costumes, anthropomorphic items and animals, and characters making silly or exaggerated faces and sounds.

Aka, it's the complete opposite of most of the marketing campaigns I've seen here in North America.

As someone obsessed with marketing and storytelling, I loved being immersed in a different culture and seeing how Japanese brands market their products and services.

In this post, I’ll explore how North American companies can find more engaging and memorable ways to connect with their audiences by embracing silliness and being weird the way Japanese brands do.

Let’s start by comparing some ads:

Cup Noodle Japan

Predictably, Cup Noodle is a brand of instant noodles popular in Japan. I saw ads for these on subway trains all over the country, and they often involved people in weird situations interacting with a life-size cup of noodles.

Let’s start with a Japanese Cup Noodle commercial:

 

Now let’s take a look at an ad for instant noodles from another Japanese company that’s targeted at North Americans, Ottogi America Inc.:

Night and day, right? While some aspects of the Japanese commercial might not necessarily land with a North American audience (the grandpa being held by a Cup Noodle angel at the end is a weird vibe), the ad is fast-paced and unpredictable and basically the opposite of what you’d expect from a company selling cups of noodles.

God of War: Ragnarok

I didn’t actually see it while I was in Japan, but I wanted to include it because it does a great job of showcasing the contrast between how North Americans market something and how they do it in Japan. Check it out:

I read the Google Translate description of the video, and I’m still not 100% sure what’s going on here.

Now let’s compare it against the American trailer:

I actually love both versions of these ads, but the contrast is pretty stark: the North American version relies on celebrities. It comes across as more satirical (and tame) than the Japanese version.

It also portrays playing the game and dressing like Kronos as the men are trying to be better dads to their kids — framing GoW, Kronos’ beefy physique, dressing like a Viking, and playing a violent videogame as “masculine.”

The Japanese version, by comparison, contrasts what arguably sounds like a children’s song against a violent, pretty macho video game.

SoftBank’s “White Family”

I don’t remember where or how I discovered this series of ads back in the early 2000s, but these weird, quirky commercials stole my heart and probably set me up for the love of Japanese marketing that I still hold today.

The long-running campaign, which focused on the (Shirato) White Family headed by Otousan (“Father”), who is a white dog, was one of the most successful and long-running ad campaigns in the country’s history.

As of 2012, the campaign had reached 133 “episodes,” but here are a few to give you a sense of what they’re like:

(Also, don’t sleep on the Tommy Lee Jones cameos!)

As you can see, very few of these commercials actually talk in detail about the phone company or the plans themselves. Mostly they’re little vignettes about the family and the things they’re doing.

The commercials are weird, but they’re also charming and memorable.

Now let’s look at a North American ad that also features a talking animal:

Did you notice that Geico’s ad followed a lot of the same tropes that the SoftBank ads did? 

By featuring an unusual animal who talks (and who is kind of abrasive to the humans around it, just like Otousan), they can create a quirky, memorable ad that promotes their offerings without being too heavy-handed about it.

Differences Between Japanese and North American Ads

Now that we’ve looked at a few examples, let’s break down the key differences between ad styles according to research:

Style Differences

• Japanese commercials are less informative than American commercials.
• Japanese commercials emphasize product packaging and availability, while American ads emphasize price, quality, and performance.
• Japanese commercials use a soft-sell approach with short messages, songs, celebrities, female voice-overs, and still graphics.
• American commercials use a hard-sell approach with long messages, animation, male spokespeople, and humour.

Cultural Differences

• Japan is a ‘high-context society’ whose communication needs are answered through familiar symbols and icons rather than logical recommendations.
• The US is a ‘low-context culture’ requiring Western rhetoric and logical tradition to communicate thoughts and actions.

What Can North American Brands Learn?

Be Weird

As you may have noticed, a key element of Japanese advertising is being silly and weird. 

Japanese ads often feature bizarre imagery (see below for an example), unusual characters, and unexpected scenarios. By embracing the unexpected and breaking away from traditional advertising tropes, companies can create more memorable and engaging ads. Weirdness can also help companies stand out in a crowded advertising landscape.

Key takeaway: Don’t be afraid to lean into weird, memorable characters or make them a bit annoying or unlikeable for the sake of the joke.

(Here's an example of some weird ads for pistachio snacks I saw in Niigata.
Why is that pistachio so smarmy?!)

Use a “Soft Sell” Approach

Japanese commercials often use a soft-sell approach with short messages, songs, celebrities, female voice-overs, and still graphics. 

This approach can be more subtle and less aggressive, which can be more appealing to some audiences.

Key takeaway: Avoid being too heavy-handed. Tell a story that resonates or excites your audience where the product you’re promoting comes second to a memorable ad.

Use (and Create!) Familiar Symbols and Icons

As we saw in the SoftBank ads, Otousan became something of a cultural icon in Japan. By incorporating or creating characters who can become cultural symbols (think the polar bears for Coca-Cola), campaigns become more easily recognizable and familiar to audiences.

Experiment with Pattern Interrupts and Pacing

As we saw with the Cup Noodle commercial and how a few SoftBank commercials cut between scenes, the Japanese aren’t afraid to jump around. 

Cutting frequently between scenes is called a “pattern interrupt” and is an effective tool (also employed by YouTubers) to keep the audience’s attention focused on whatever they’re watching.

Many Japanese ads also end abruptly or in weird and unexpected ways. Not knowing where the plot is going is another way of keeping viewers engaged right until the very end.

Key takeaway: Don’t be afraid of experimenting with pacing and surprising your audience with a twist at the end of your ads.

Play With Satire

Although both the God of War: Ragnarok examples played with satire, the North American one played it safe by linking the GoW series to “manliness” and easily identifiable gender norms.

The Japanese ad, on the other hand, threw gender norms right out the window and went with an ad that could have easily been mistaken for a kid’s commercial. 

While the North American ad is fine (I liked it, personally), the Japanese sing-song ad stands out more because it almost feels like it’s making fun of the ultra-macho GoW series instead of leaning into a predictable masculine theme.

Key takeaway: Don’t be afraid to lean into satire and juxtapose different elements of an ad against the product you’re promoting.

Get Inspired for Your Next Ad Campaign

Japanese advertising offers a refreshing alternative to traditional advertising, and North American companies can look to these types of ads for inspiration.

So, the next time you’re creating an ad campaign, consider adding a little bit of silliness, embracing the unexpected, and making fun of yourself and your product. Who knows, you might create an ad that people will remember for years to come.

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How to Develop a Google Ads Strategy That Gets Results

April 10, 2023 - 9:00am - by Alyson Shane

Have you ever looked at a Google Ads campaign and immediately gotten the urge to slam your laptop shut? You’re not alone!

Pay-per-click (PPC) advertising is among the most powerful types of online advertising, but understanding how to build a Google Ads strategy is key to getting the best results from your campaigns. 

However, this is easier said than done. To create the most effective campaigns possible, you’ll need to understand: 

• How the Google Ads platform works
• What types of campaigns are available
• The various tools and strategies you can use to optimize your campaigns
• … and more!

In this blog post, we’ll provide an overview of the Google Ads platform, discuss the different types of campaigns available, and provide tips and strategies for developing a successful Google Ads strategy. 

What is Google Ads? 

Google Ads (formerly known as Google AdWords) is an online advertising platform developed and managed by Google which allows businesses to create and manage pay-per-click (PPC) campaigns to reach their target customers.

These campaigns can serve a variety of purposes including promoting products and services, generating leads, and driving website traffic.

Types of Google Ads Campaigns 

Google Ads allows businesses to create various types of PPC campaigns, each with its unique purpose and goals. 

Let’s explore some of the most popular types of campaigns:

Search Campaigns

Search campaigns target users based on the keywords they type into Google’s search engine. Ads are triggered when a user’s search query matches the keywords set in the campaign. 

Best for: Search campaigns are best suited for businesses looking to attract new customers or generate leads. 

Display Campaigns

Display campaigns use a variety of visual media, like images, video, and text, to promote products and services. Ads are triggered when a user visits a website or interacts with an app. 

Best for: Display campaigns are best suited for businesses looking to increase brand awareness and reach a wider audience. 

Video Campaigns

Video campaigns use video ads to promote products and services. Ads are triggered when a user watches a video or interacts with an app. 

Best for: Video campaigns are best suited for businesses looking to engage with a large audience and increase brand awareness. 

Shopping Campaigns

Shopping campaigns use product images and descriptions to promote products and services. Ads are triggered when a user visits a website or interacts with an app. 

Best for: Shopping campaigns are best suited for businesses looking to increase sales and reach targeted customers. 

App Campaigns 

App campaigns (surprise, surprise) promote apps and mobile games. These ads are triggered when users interact with an app or visit a website. 

Best for: Not surprisingly, app campaigns are best suited for businesses looking to increase app downloads and engagement. 

Tips for Developing a Successful Google Ads Strategy 

Now that you know some of the different types of campaigns that are available, let’s look at a few tips and insights for developing a successful Google Ads strategy:

Set Clear Goals

Before you start creating a Google Ads campaign, it’s important to set clear goals to make sure that your campaigns are focused and effective. 

Your goals should be specific and measurable, like increasing website traffic or generating leads. 

Choose the Right Campaign Type

Once you’ve set your goals it’s time to choose the best campaign type to help you reach them. 

For example, a search campaign is often the best option if your goal is to increase website traffic. 

On the other hand, if your goal is to increase brand awareness, a display campaign might be more effective. 

Create Relevant Ads

To maximize the effectiveness of your campaigns, it’s important to create ads that are relevant to your target audience. 

Your ads should be optimized to target the right users, with the right message, at the right time. This can take some time to figure out, though!

Test Different Ad Variations

It’s important to regularly test different ad variations to find out which ones are the most effective. 

You can test different ad copy, images, and call-to-action phrases to see which ones are most successful and “swap” them in to replace ads that are under-performing.

Monitor and Optimize Your Campaigns

Spoiler alert: you should never “set and forget” your ads!

It’s important to monitor and optimize your campaigns on a regular basis to make sure that they’re performing as expected. You should regularly check your campaigns to see what’s working, and what’s not, and adjust your campaigns accordingly. 

Start Running Google Ads Today

By understanding the platform, setting clear goals, choosing the right campaign type, creating relevant ads, testing different ad variations, and regularly monitoring and optimizing your campaigns, you can create a Google Ads strategy that gets results.

If this feels like a little too much effort (we feel you), never fear! We’ve got a Google Ads expert with +20 years of experience running PPC campaigns ready to help — drop us a line and let’s chat.

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17 of The Hottest Reels Trends Your Business Can Recreate

March 20, 2023 - 1:30pm - by Alyson Shane

With the rise of short-form video content, Instagram Reels have quickly become a go-to platform for creators looking to share engaging and entertaining content with their followers. However, as with any social media platform, staying relevant and up-to-date with the latest trends is crucial to maintaining your audience's interest and expanding your reach.

Following Instagram Reels trends is a great way to achieve this. By staying on top of what's popular and in demand, your content will remain fresh and engaging to your followers. Not only does this help you stay relevant and connected to your audience, but it also increases your chances of going viral or gaining more followers, as users are more likely to engage with current trending content.

But there's more to following Reel trends than just staying current. Participating in trending Reels can also inspire creativity and help you develop new ideas for your own content. It’s also an excellent way to connect with other creators and build a sense of community within the platform.

Let’s take a closer look at some of the most popular March Reel trends and discuss how you can leverage them to create successful content that resonates with your audience. Whether you're a seasoned pro or just starting with Instagram Reels, these trends will help you stay ahead of the curve and make the most of this dynamic platform. So let's dive in and explore the March Reel trends together!

Three Ways to Find Trending Reels

Scroll Your Reels Feed 

As you spend time scrolling through Instagram Reels, it's easy to keep up with the latest trending sounds. Just keep an eye out for the small arrow in the bottom left corner of your Reels explore page. 

Once you tap the sound, you'll find out where it originated, how many other Reels are using it, and which creators have already worked their magic with it.

If you're not feeling camera-ready just yet, no biggie. You can save that sound for later and come back to it when you're feeling inspired. 

Get Inspired By TikTok

Instagram will hate that we are saying this, but trending TikToks tend to become trending Reels a few weeks later. And it’s much easier to find trending TikToks — you can literally just type in “trending sounds” in the search bar. But, remember to find the sound on Instagram before you post and don’t upload it as an original sound. 

Follow @Creators for Weekly Trending Reels

The @creators account is a goldmine of insider info and valuable resources for creators.

Pro tip: every Friday, the Instagram team themselves share the hottest Reels trends of the week. They also post tips and facts about the ever-changing algorithm. However, we find these are often geared towards creators and not businesses. 

Trending Reels This Month 

We know, coming up with Reel ideas and then executing those ideas can seem like a lot. But, you don’t need to overcomplicate them. We’ve compiled 18 currently trending reels that you can quickly adapt for your business. Take a look!

Reels to Share Tips

These reels are short and easy to recreate with your own spin. We might even try some of these ourselves! 

View this post on Instagram

A post shared by Social Media Marketing (@iammichellegifford)

View this post on Instagram

A post shared by 𝐆𝐨𝐝 𝐢𝐬 𝐦𝐲 𝐚𝐥𝐠𝐨𝐫𝐢𝐭𝐡𝐦| Creative Content Midwife (@aikalagency)

Reels for people who don’t want to lip-sync 

There are always a ton of trending sounds you can use with “b-roll”, like footage from an event, production of your product, or even as simple as your feet on a walk! 

View this post on Instagram

A post shared by Lindsay 🙋‍♀️ Relationship Tips ⭐️ Couples Coaching (@loving.with.intention)

View this post on Instagram

A post shared by Banff & Lake Louise Tourism (@banff_lakelouise)

Reels to Show Off Your Products 

If you have a product-based business, there are endless Reels on Instagram you can recreate. These are as simple as holding your product in your hand, packing an order, and our favourite: telling your audience how your product/service can solve their problem. 

View this post on Instagram

A post shared by Chalene MacLeod (@chalenemacleod)

View this post on Instagram

A post shared by The Tortia Factory 🌱✌🏻🍒 (@thetortiafactory)

Reels to Celebrate

Have you hit a milestone? Finished your work early for the week? Signed a new client? These Reels are quick to recreate and allow you to share your success with your audience. Try them! 

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A post shared by Amber | Content Strategist, Educator + Speaker (@a_creativeco)

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A post shared by Grow ur following & engagement (@instaclubhub)

Reels That Show What You Do 

These Reels are the easiest ones to film, IMO. Simply prop your phone in a place that can record you while you work and record a time-lapse over trending audio. We also love the idea of sharing your favourite tools you use at work, an office reorganization, or a compilation of anything important to your business. 

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A post shared by annekabeee - habits | routines | self-growth (@annekabeee)

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A post shared by MARIE | BUSINESS MENTOR FOR ONLINE COACHES (@marieewold)

Reels That Transition

Do you feel like getting fancy? These Reels are a step up from easy, but they are still doable and work for a diverse range of products and services. 

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A post shared by Chitra Das (@curious.chitra)

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View this post on Instagram

A post shared by Zara (@zaras.lego.world)

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A post shared by Print Collective by Fiorella (@printcollectivebyfiorella)

Reels For Re-Introductions 

Don’t forget new followers may not know much about you. Try to re-introduce yourself at least quarterly. As you can see, there are several different ways to do it! Tag us if you give it a try — it’s a guaranteed like and comment from us ;) 

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A post shared by CAIT | blogger, lifestyle, homestead (@caitoaks)

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View this post on Instagram

A post shared by W O L F R U M C O M P A N Y (@wolfrumcompany)

View this post on Instagram

A post shared by Cheyenne Hsu (@hsucheyenne)

There's no shortage of ways to make your brand stand out on social media when using Reels. So why not start experimenting with these trends today? 

If you’re looking for help creating content for your social media platforms, drop us a line! We have over 22 years of experience publishing content online and would love to help.

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Why Brands Shouldn't Delete Their Instagram Timeline History

March 13, 2023 - 2:42pm - by Alyson Shane

Picture this: you just spent months working with a branding specialist to develop a shiny new brand identity.

You’re excited about showcasing your new “look and feel” to the world, so you ask your marketing specialist about the best approach to re-introducing your brand to your Instagram audience. They reply:

“Let’s wipe your Instagram Timeline history and start from scratch.”

This might seem like a great idea — after all, the idea of a “clean slate” to showcase your new brand sounds great, right?

Wrong. Deleting your Instagram Timeline content is one of the biggest mistakes you can make on the platform. 

Today we’re going to dig into why deleting your Timeline content hurts your brand, the benefits of keeping your old content, and some strategies to introduce your new look and feel to your followers:

Why Your Instagram Timeline Matters

In the age of ephemeral content, it can be tempting to overlook your Instagram Timeline and the value it can add to your brand identity, but your IG Timeline acts like a visual resume for your brand.

When a new potential follower comes across your content, your Timeline (and the quality of the content there) will ultimately determine if they decide to follow you.

Your Timeline content also amplifies your brand on the platform and helps new followers find you without resorting to paid ads, making it an integral part of any Instagram strategy.

How Deleting Instagram Timeline Content Hurts Your Brand

The idea of a “clean slate” sounds good, which is why a lot of marketers advocate for it, but people who do fundamentally don’t understand how Instagram’s algorithm works or the benefit that your older content has for your performance on the platform, or for your audience.

Let’s dig into why deleting your Timeline content hurts your brand:

You Lose Your Historical ROI

On Instagram, your content and how it performs compounds over time, meaning that the more high-quality content you share that gets Likes, Comments, Shares, etc., the more Instagram’s algorithm views your content as “valuable” and amplifies newer posts you share.

So when you delete your Timeline history, you’re erasing all the work you’ve done to increase your rankings with Instagram’s algorithm and reducing the reach your new posts will have on the platform.

(This is also why poorly-planned Instagram giveaways can kill your growth.)

It Can Damage Your Reputation

People increasingly use Instagram to get to know a company’s brand and values. If a company deletes its entire timeline history, it can appear to be trying to hide something or be ashamed of its past. 

This can lead to a loss of trust and credibility, which can be challenging to recover from.

It Can Confuse and Upset Your Followers

Instagram’s Timeline history serves as your brand’s story. If you delete it, it can be difficult for followers to understand the context of current posts since they have no reference point.

Deleting older content also means that anyone who re-shared a piece of your content can no longer access or reference it, which hurts their interactions with your brand. 

Also, consider all those posts you shared that encouraged followers to “save this post for later” — if they saved it and can’t access it anymore, they may feel betrayed by you and stop following you or engaging with your new posts.

It’s Harder to Build Relationships with New Followers

Deleting your Instagram timeline history can make building relationships with new followers even more difficult. 

Like we said earlier: your Timeline acts as your company history and is how new followers can learn about your brand, what you do, and how you’ve grown over time.

If this history is deleted, followers may not fully understand your brand, making it harder to build relationships and loyalty.

It Can Lead to a Loss of Visibility

Deleting your Instagram timeline history can lead to a serious loss of visibility. Instagram’s algorithm favours timely and relevant posts, so if you delete your timeline history, you’re essentially starting from scratch. 

This can make it difficult to get your posts seen by your audience since the algorithm has to work harder to identify relevant posts.

You Lose Access to Historical Data

One of the biggest reasons to keep your old Instagram Timeline content is that you have analytical data you can look back on to measure and understand success. 

By deleting your Timeline history, you’re literally erasing valuable data that can be used to inform future strategies and increase engagement with your new brand identity. 

Benefits of Keeping Old Timeline Content

Now that we’ve talked about the downside of wiping your Timeline content, let’s cover the benefits of keeping that historical content around:

Old Content Showcases Your Brand’s Evolution 

One of the biggest benefits of keeping your Instagram timeline history is to show off your brand’s evolution over the years. 

Keeping your Instagram timeline intact gives potential customers a visual timeline of your brand’s journey. This can help foster a sense of loyalty and trust since they can easily identify with your brand’s story and journey.

Old Content is Nostalgic

Another benefit of keeping your Instagram timeline history is that it can create a sense of nostalgia for your followers. By keeping your timeline history, you can remind customers of the moments that shaped your brand – from the day you launched to the day you released a new product or offer, and more.

This can help to create an emotional connection with your followers, as they’re likely to remember these moments and feel a sense of nostalgia when they see them on your Timeline.

Old Content “Humanizes” Your Brand

By keeping your timeline history, you can show customers how your brand has grown and changed over time. 

You can also use it to share stories about the people behind your brand and the impacts they’ve had on its journey. This can help to create a deeper connection with your followers and make them feel more connected to your brand.

How to Introduce Your New Branding (Without Deleting Your Content)

Here’s the tea, folks: your followers don’t care about your rebrand as much as you do, so don’t overthink or complicate this process!

When prepping to launch your rebrand, make sure you have the essentials lined up (introductory posts and Reels, new icons for your profile and Stories, etc.) and just roll it out.

If you want to get creative and create a visual “break” between your old and new branding, we suggest lining up three posts to introduce the new look and feel with post captions digging into the new change.

Three posts work well because your Instagram Timeline is organized into rows of three posts, which creates a visual “line break” (for lack of a better term).

This way, you can keep all that valuable historical content while separating it from your shiny new branded content!

Conclusion: Never Delete Your Instagram Timeline Content

Brands should never delete their Instagram timeline history. Doing so results in a loss of long-tail ROI, damages their standing with the algorithm, and hurts their reputation with existing customers. 

Keeping a timeline of posts and stories helps brands to create a larger impact, build relationships, and increase their reach. 

To stay up-to-date on the latest digital marketing tips, subscribe to our weekly newsletter!

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