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Louise
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Ex-journalist, mum, lover of the Yorkshire countryside
Ex-journalist, mum, lover of the Yorkshire countryside

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Want to know what the 2018 social media trends will be? Read this!
What Will Be Influencing 2018’s Social Media Trends?

As we approach the end of the decade one thing has been a constant throughout – how fast social media trends and behaviours come and go – and 2018 will be no exception.

Here’s just a few of the social media trends we believe will be influencing behaviour and content marketing strategies during the next 12 months.

1 Augmented Reality
It’s not just for gamers. This has been one of the social media trends making the headlines in 2017 and there’s nothing to indicate that will change for the next year.

Apple’s announcement that the iPhone 8 and the iPhone X would have chips included which can provide users with extraordinary augmented reality experiences shouldn’t have been a surprise for anyone who has followed the fortunes of the late Steve Jobs’ visionary company.

In social media applications, it’s not beyond the realms of possibility that either Snapchat or Instagram could include more filters which allow the user to take pictures featuring augmented reality of their surroundings.

This leads into:

2 – Authentic Content
The rise of Snapchat, WhatsApp and Instagram Stories took the social media world by storm as influencers took to their smartphones to record tiny snippets of their daily life, driving 2017’s social media trends for authentic content. These insights provide a real human element to brands and will continue to be a major social media trend for 2018.

Identifying people within your company who have the right personality to represent your brand using these social media platforms will be a key component of social content strategies for many businesses. Brands that share unfiltered photos and videos, which haven’t undergone heavy editing, can expect to receive more likes, shares, and clicks on their content.

One way is through:

3 – Influencer Marketing
It’s not just the Kardashians. One of 2017’s biggest social media trends saw brands turning to influencers more and more, picking up vloggers on YouTube, Instagram “celebrities” and other social media personalities to promote their products.

More than 90 percent of marketers who employ an influencer marketing strategy believe it is successful. Companies like North Face and Rolex use social media based influencer marketing strategies to connect with new audiences and improve engagement with existing audiences.

This is the Gen-Z target market, the generation of kids born from 1998 onwards who are now entering adulthood and, according to Goldman Sachs, is the first incapable of remembering a world without the internet. The oldest members of Gen Z already wield a buying power of $44 billion, and it’s steadily growing.

Appeal to them with:

4 – Good Storytelling
Clichéd as it is, content is – and will remain – king and so more brands are thinking outside of the mainstream and recruiting from less traditional areas to find people to create their content.

Online competition for potential consumers is becoming more fierce and so people with backgrounds in storytelling or traditional journalism are moving into content marketing. Journalists can not only help brands create a personality and build trust in their stories, but they can also help brands solidify their authority with well-researched content.

Encourage people to:

5 – Take Part
Brand participation and live interaction will only grow stronger. The use of streaming through platforms like Twitch, Periscope and Facebook’s “Live” option was increasingly popular in 2017 for businesses. Social video generates 1200% more shares than text and images combined according to Cloud-based video solutions experts Brightcove, who revealed that statistic back in 2016.

GORUCK, a backpack manufacturer and the organiser of extreme endurance events, is one example of a medium-sized brand that has grown its reach by live streaming compelling content on Facebook.

Stick to content that educates, engages and entertains. Make sure you introduce yourself and where you are and have some notes handy which contain the messages you want to get across. With 27% of Gen Z saying an online recommendation from someone within their social media circles can highly influence a buying decision, live streaming and consumer participation is an area which can’t be overlooked.

Don’t ignore the more mundane tasks. Here’s a couple more tips on social media trends to finish off with:

6 – Engage Through Automation
Chatbots, interactive messaging and automated customer service options will help ease the burden for brands, allowing them to concentrate more on creating good social content than the routine tasks.

According to Ubisend, 57 percent of consumers have shown interest in chatbots because of their instantaneous nature. Facebook announced their Customer Chat plugin, which lets businesses integrate the Messenger platform with their own site so that customers can continue chatting with a business any time they’re online. It’s currently in beta testing.

Chatbots enable brands to build a social experience that directly addresses their followers’ needs, which will, in turn, help build brand trust and loyalty.

7 – Use Technology to Your Advantage
As social media becomes more complex, it’s worth keeping in mind that according to the Integrated Media Research Centre: “59% of marketers struggle to collect and centralise data to measure marketing performance” – which means agencies need to be on the ball with technological developments in analytics.

According to the survey, marketers are looking for attribution systems that are easy to implement and use and provide actionable intelligence.

We’re predicting that 2018 will be a year in which companies realise there’s better ways of finding out how their social media KPIs are working and what metrics are the key ones to be considering. Google’s recent changes to its SEO and SERPs listings is ample proof that marketing teams and social media agencies can’t rest on their laurels.

In Conclusion
As always, innovation and experimentation will surprise users of social media throughout 2018. Social media is a medium which is continually evolving and can’t be pigeonholed. There are so many different tools now available that it can be used to help achieve most business related goals.

As Samuel Scott, Global Keynote Marketing Speaker and The Drum Columnist, says: “Advertisers can do advertising over social media. Direct marketers can do direct marketing over social media. Public relations executives can do PR over social media. Salespeople can do sales over social media. Customer support representatives can do customer service over social media.”

Be prepared to give your content a personal, authentic touch, automate the mundane tasks as much as possible, and look to engage with your audience through snippets of life inside the brand.

You can manage, measure and maximise your social media success in 2018 (and beyond!) with our powerful analytics tool - sign up for your 14 day free trial: https://www.thisisbeacon.com/get-started/#packages-id
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Are you getting a good return for your money from your social media agency?
What Should You Expect From Your Social Media Agency?
Does your social media agency give you enough insights into how your brand is performing on social media and – more importantly – what can be done to improve any shortfalls?

There’s no question that having a strong social presence really can help your brand and drive traffic to the website you are promoting. And while you might get away with the occasional post to a Facebook page or a few Tweets a week, that’s not going to grow a loyal base of customers and potential clients. So your social media marketing agency should have a good strategy and an effective way of reporting back to you.

Key Social Media Agency Services
There are a number of key social media agency services (these can change depending on the focus of the agency) but these are the ones we believe should be expected as a minimum:

Social Content Strategy
Social Content Creation
Social Promotions
Measurement and Monitoring
Social Listening

But what does the above actually mean you’ll get in practical terms? Your agency should provide a clear strategy with KPI and ROI targets which have real business goals as their focus. They should provide ongoing communication and detailed reports so you can see what is happening with your social media activity. And, they should be constantly monitoring, analyzing data and checking their strategy to get the best results.

Social Media Agency charts
The vital things you need to know from your marketing team or social media agency are the following:

Social engagement metrics (likes, shares and follows) – although these in isolation are not particularly meaningful. Agencies should be able to assess and measure what content works best on which platform.

Most effective social network – this is important to help focus where the majority of budget and time is spent.

Traffic from social – this needs to be regularly monitored on a week-by-week basis and include detailed analysis of what is happening (increases or decreases) on each social platform being used.

Post-by-post analytics – agencies should know which of their client’s social posts are generating direct results on their client’s website. Which post is the most effective in sending traffic? Which post has resulted in a sale? What is the best time to post? Your social media team should understand the customer journey from a social media post, all the way through to conversion – otherwise they are only reporting half of the story.

Don’t Get Lost In The Likes
Finding a social media agency which can give you these analytics is vital. Agencies need to be able to drill down into any single social media post and get the analytics and metrics which allow them to tailor future campaigns and ensure the brand content they’re providing is engaging with customers and driving traffic to the website these posts are promoting.

It’s easy to get lost in the likes, shares, comments and followers that a brand has on an individual social platform, and lose site of the actual business goals that all of these interactions should be focused on. It is important to know if people are actually visiting the links on your social posts, and extremely useful to understand how these visitors behave when they land on your page.

Social Media Agency results
Beacon lets you see beyond likes and shares, and reveals what effect your social posts have on your website and business as a whole.

Beacon lets you see beyond likes and shares, and reveals what effect your social posts have on your website and business as a whole.

Having thousands of followers on your Facebook page isn’t worth anything if they’re not engaging in the way you want them to – in most cases, converting to a sale. You’re not getting a true Return on Investment.

Social media agencies need to analyze the results of their activities for clients and then optimize to meet those business goals. Make sure you agree with the metrics they’re going to measure. Check they’re not missing out on any of the four mentioned above. Get them to explain why the metrics are important.

It’s vital that your agency regularly reports back to you. Make sure you have a reporting process which aligns with your business needs and includes the Key Performance Indicators that are specific to your business.

Understand The Brand
An agency should understand your brand as well as you do. They should be invested in promoting it and should care about your successes and be altering their social content strategy constantly in order to get the best results.

Data-driven decisions are the gold standard in management today. You want a social media agency that is able to take advantage of cutting-edge technology and techniques while also keeping track of data and other metrics.

And one final thing to consider.

Does the social media agency practice what they preach? If the services they offer work, they will be using them for themselves as well. And if they don’t use Beacon to track and measure your brands’ social posts, do they really know the whole story?
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Dantès Unglued by Jocelynn Drake My rating: 5 of 5 stars The Count of Monte Cristo is one of my favourite novels in classic literature. The revenge story unfolds as Edmond Dantès systematically takes apart the lives of the four men who betrayed him more…

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Title: Love Times Five Author: Lily G. Blunt Cover Art: Jay Aheer at Simply Defined Art Release Date: January 19, 2018 Genre/s: paranormal, gay romance, contemporary, polyamory Length: 77, 000 words Add on Goodreads Blurb There’s safety in numbers and…

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Do you know if your audience is engaged?
Measure Your LinkedIn Marketing and Boost your Social Return

Beacon is an analytics tool designed to give you better insights into your social media activity, enabling you to learn which individual posts are actually driving traffic to your website and boosting your social return.

This helps businesses to post better content, improve their social media marketing and drive up the return.

Our Beacon customers are already benefiting from the ability to measure, manage and track their Facebook and Twitter social posts. Beacon delivers greater intelligence and deeper analytical insights than these platforms provide, and we’re please to add LinkedIn to the list of social media platforms that we now integrate.

LinkedIn has 467 million users and is the number 1 platform for connecting for business. If you use LinkedIn for brand exposure and driving visitors to your website, you will need an effective way of tracking those visits to learn how they are performing.

With Beacon you can easily connect your LinkedIn personal account, as well as your LinkedIn company page to Beacon, giving you the ability to post directly to these accounts and measure the website traffic those posts generate – all from one dashboard.

LinkedIn - Social return

With Beacon you can drill down into the performance of each post and measure how long the average visitor spends on time, the average pageviews per visit, and the percentage of visitors who look at more than one page during their visit, and you’ll build up a solid picture of how effective that post is at grabbing people’s attention and how well the content of the webpage keep their attention.

Over time, you’ll build a good understanding of what type of content you should post, when to post it, and learn patterns from your website customer journeys to attract your ideal visitor and keep them engaged with your content.

If you don’t already use Beacon, why not get started for free and track your LinkedIn posts today: https://www.thisisbeacon.com/get-started/
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More #socialmedia insights from the team at Beacon
How Do You Know If Your Visitors Are Engaged?

Did you know I have 15 seconds to catch your interest long enough for you to decide if you want to carry on reading this article?

“55% of Visitors Spend Fewer Than 15 Seconds on Your Website. Should You Care?”
Or at least that’s according to Tony Haile, former CEO of social metrics monitoring company Chartbeat. Back in 2014 he wrote an article for Time in which he stated: “Spurred by new technology and plummeting click-through rates, what happens between the clicks is becoming increasingly important and the media world is scrambling to adapt.”

What Haile was referring to was the original click driven advertising method which measured performance success based on how many times an advert was clicked on. However, this didn’t take into account what happened after the click.
Native advertising, advertising designed to hold your attention rather than simply gain an impression, is growing at an incredible pace. This also applies to companies wanting to direct potential clients and customers to their website.

Another way of referring to this is - visitor engagement.

Apparently, by this point in my article, a third of you who initially started reading it will have left. So my thanks to those of you who stayed. This is where we look at the data a bit more closely and see what you can do to keep your visitors interested.

How Do You Know If Your Visitors Are Engaged?
Measuring time spent on site, multiple page visits and actions taken online are key metrics which can determine if the visitor is interested in your content. Engagement is defined as the amount of time, measured in seconds, that a person is actively interacting with their browser.

If they are happy when they leave, they have been engaged.
If they found information they needed, they were engaged.
If they bought something, they most likely were engaged.
If they signed up for something, they most likely were engaged.
If they got in touch for more information, they were engaged.
If they return a second time, they were engaged.

Chartbeat research showed that if you can hold a visitor’s attention for just three minutes, they’re twice as likely to return than if you hold them for only one. This ties in with our often repeated mantra that a successful social content strategy will focus on having relevant, informative and interesting articles which will keep and encourage repeat visits.

Getting It Right Is Vital
Here’s some more useful facts from Neosperience for focusing on getting your client and customer journeys right:

Customers who are fully engaged represent 23% premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer (Gallup): sales pass, loyalty stays - potentially - forever.

70% of buying experiences are based on how the customer feels they are being treated (McKinsey): the experience is the key factor to differentiate yourself from competitors.

86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations (Forbes): a major rule to engage clients and reach satisfaction is to anticipate their needs and constantly exceed their expectations.

Customer retention is 14% higher among companies applying big data and analytics to deal velocity (Aberdeen Customer Engagement Report 2014): the spread of mobile devices enables you to gather all sorts of data about customers.

Use these numbers to improve customer experience.

A 2% increase in customer retention has the same effect as decreasing costs by 10% (Emmet Murphy): loyalty is not just a fancy name, it is a matter of business.


How does Beacon help?

With Beacon, you can see the average time spent on site and which posts have driven traffic through, alongside multiple pageviews. Interestingly, with our analytics for Twitter, we can also track engagement even for those Tweets which received no likes or shares on the platform but which may have been responsible for sending traffic to the website.

You can also set targets for these Key Performance Indicators to measure success rates during a campaign and use those results to streamline further ones. Post by post, the analytics can be drilled down into to see which social channel sent the most traffic to a page. Lower Bounce rates, higher page views per visit and higher times on site all indicate greater engagement and a more successful post.
Get your free demo today and start adding real intelligence to your social content strategy! http://bcn.to/btF

#Socialmediamarketing #socialcontentstrategy
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more #socialmedia tips from the Beacon team
What Are Social Media KPIs? How Do You Measure & Improve Them?

Guessing which particular platform will work best for your brand isn’t difficult, each one meets a different need and targets a different type of target audience persona (which is why it pays to write unique content for each social media channel you use).

But you can’t know for sure if your social content strategy is working until you measure performance using Key Performance Indicators.

Deciding which KPIs to measure is almost as much of an art as creating the content in the first place. There are hundreds of tools capable of measuring thousands of different metrics so you need to identify which social media KPIs are important to your brand.

Your individual goals will determine the KPIs you should be measuring, and they can be broken down into the following categories:

• Brand Awareness/Reach
• Engagement/Leads
• Website Traffic/Visitor Personas (target audience)
• Conversion/new clients/sales

For Brand Awareness the KPIs are fairly straightforward, you’re looking at measuring followers, mentions, target audience (persona) sentiment, content sharing, website visits, likes and shares on social media platforms etc.

Being active on social media will ensure greater brand awareness, while positive perceptions of your business can be reinforced by measuring - and improving - the next essential set of social media KPIs: Engagement.

Having a large reach with low engagement is a bad sign because it shows that you don't have a marketing message or content that resonates. Reaching millions of people means nothing if they aren't interested in what you offer.

As long as your audience is engaged, no matter how small that audience is, it will grow organically and generate more potential leads.

Online followers then turn into Website Traffic. The more people visit your brand website, the greater the chance you have to convert them into new customers or clients. You need to measure the amount of referrals your site gets from social platforms.

Once you have visitors, you need to keep them engaged and move them into Conversion - whether this be through them buying a product, signing up for a service or becoming a new client.

You shouldn't expect to have high new customer rates from social media because a lot of your followers will be current customers and another significant portion are only interested in the content. That's just the way it goes.

However, checking which social media platforms work best for your brand is vital. This shows you where to focus more time and it shows you where your best leads are coming from. Tracking customer acquisition and conversion rates from social media is necessary to ensure you can honestly measure the ROI your brand is getting from the work put in.

In conclusion
While all of the above are smart suggestions, you should only focus on the social media KPIs that are relevant for the platforms your brand is active on and which have direct relevance to your target personas.

Concentrate on the metrics which answer the following questions:
1. Are you reaching the right personas?
2. Are you engaging with the right personas?
3. How many of your social media fans are inquiring about your product or service?
4. How many of them actually become customers?

Every audience is different. If your ideal persona isn't inclined to hit the like button but is still giving you new business then it’s a win. Track what makes sense and actually reflects success.

Now that you’ve read up all about KPIs and why they’re important, and you have the basics on how to improve them, check out our follow up article which explains how Beacon helps you measure metrics on a deeper campaign level. It also gives you the ability to set targets. You can find it here: http://bcn.to/bt0

Get the brightest tool in your marketing technology stack. Beacon is made for marketing agencies. Get a free demo today! http://bcn.to/btj
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One of our MDs gives his thoughts on why Beacon exists
Born of Frustration

There was great rock song a few years back by the band James. Admittedly Born of Frustration was more to do with relationships than social media analysis but the sentiment stayed with us and resonated more in our experiences when running a digital agency over the past few years.

This is something which is a challenge at the best of times. One of the biggest challenges we had was the reporting of accurate and meaningful results, we needed in-depth social content analysis in order to feedback to our clients.

Like 59%* of marketers, we also struggled to collect and centralise data to measure marketing performance. You know what that’s like. You’re running campaigns across several channels (Twitter, Facebook, LinkedIn and the rest) and you’re doing the best job you can. But gathering the data and compiling those reports quickly and easily at the end of every month so you can show demonstrative results to your client is just hard.

It’s more than just hard. It’s frustrating!

Sure there are social media analytics tools available, but none of the tools available were giving us the in-depth cross-channel analytics that we were looking for across an entire campaign.

Social Media Analysis Reports Take Time To Create

If you’re like us, you have people who spend half of their working month trying to pull together a meaningful social media analytics report for your clients to justify their spend with you. And then the client will ask something like “so, where did all my money go, what did I get for that spend, and how can it be better spent next month?” Then, before you know it, you’re trying to justify how much a “like” is worth on Facebook or Twitter, why a re-Tweet is important and why you pushed a certain post across a specific platform on a specific day.

Somehow you manage to bring together Google Analytics; plus the analytics from the other different platforms you use; plus the social media management tool you use; then you grab data from an on-going spreadsheet; and you (let’s be honest here) add a bit of educated guesswork.

And behold, you produce a detailed analytics report for your client that is probably more accurate than not – you hope. And another month goes by…

There must be a better way.

Well, our agency didn’t find one. We tried lots of different tools and techniques, and none of them gave us the answer we, or our clients, needed. What we wanted is a software tool that worked across channels and showed us the effectiveness of each individual social post.

Something that drilled down to post level, (across both paid-for and non-paid), and gave us the detailed analytics we needed to show our clients the value of our efforts and the ROI (Return on Investment) of their spend. It needed to be simple, obvious and powerful and ideally not take a small army with an IQ of Albert Einstein to run.

So We Created It

We wrote our own social content analysis, analytics and reporting system. And it worked – very well. And then as we talked to other agencies, they wanted to use it too. We decide to go further to make our solution into a proper grown-up software product, launched it, and voila – this is Beacon.

Welcome to Beacon. Designed by an agency for agencies. Join our movement. Use Beacon.

Going Forward

Our aim is to give our agency customers the knowledge and actionable insights they need to run better social media campaigns for their clients, with more audience-relevant posts, higher social-to-website traffic, and more engagement with content, leading to better results (pipeline, sales, or whatever targets you specify for your social media campaign).

Join our growing number of early adopters and help us continually improve Beacon, so we can provide you with ever more insightful analytics to help you deliver better social media campaigns for your clients

In the words of one of our agency customers: “I’m starting to see results, which is amazing, and fills me with a silly amount of joy!”

Like the adjustable wrench or the Swiss Army Knife – Beacon was designed to be the indispensable tool in the digital marketing manager’s tool box. We set out to create something that is powerful, easy to use, and just worked. That’s Beacon.

And guess what? Once you have started to use Beacon you will wonder how you ever managed without it: http://bcn.to/bsn

#socialcontentanalysis #socialmedia #strategy #marketingagencies #analytics #reporting
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More great advice from the Beacon team
How deep is your love?

As George Sand famously said “There is only one happiness in this life, to love and be loved”, so how do we know that our social content is truly loved?

Marketing agencies, social content creators and entrepreneurs all have one thing in common; we all use Facebook and Twitter for business. When we create and post our social content we all want people to see it, we want people to like it, but most importantly we want people to engage with it. We need our social media activity to deliver real results.

Likes are shares are not enough.
How often have you posted a great piece of social content, then sat back and hoped for the best? You’ll know how many likes and shares your tweet has received, and it's a pretty good feeling when it appears to be well received, but you don't really know if that post has had any direct impact on the website you are trying to promote.

So, how can you measure if people really love your social post, and the website content you are linking them to?

With Beacon, you are able to really see how engaged your audience are with your social content. Our metrics allow you to track your social posts as they generate website visits and customer journeys; you’ll discover which of your individual posts are truly valuable to the business as you can track which have directly resulted in website activity.

Beacon provides a range of Facebook and Twitter analytics tools
Without measurable social metrics and KPIs, your social content strategy is at risk of running blind, if you can’t easily review the website visits generated from each social post, you must only rely on the Likes and Shares and we know that these don’t give a true indication of success.

With a top level view of website traffic generated from all of your social media activity, cross-referenced with statistics such as bounce rates, visits, uniques, and pageviews, you can see how your campaigns are performing. Drill down into the performance of each post and measure how long the average visitor spends on time, the average pageviews per visit, and the percentage of visitors who look at more than one page during their visit, and you’ll build up a solid picture of how effective that post is at grabbing people’s attention and how well the content of the webpage keep their attention.

Over time, you'll build a good understanding of what type of content you should post, when to post it, and learn patterns from your website customer journeys to attract your ideal visitor and keep them engaged with your content.
We want people to love your social content, so get your free demo and get started today: http://bcn.to/brr

#socialmediacampaigns #socialcontent

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So today I got wordy on the Beacon blog #socialmedia #analytics #bouncerate
Why You Should Measure Your Bounce Rate – and How to Reduce It

Tracking bounce rate is a vital part of running a social content strategy for a client and Beacon’s tracking capabilities help make that an easier task.

As those working within digital marketing know, a bounce is a single-page visit on a website. Beacon gives more clarity on this by dividing into Hard Bounces (where the visitor leaves after a single visit) or Soft Bounces (where they may spend time on the page before leaving or where they leave to visit another page within the same website). Bounce rate is the percentage of single-page visits compared to all sessions on your website.

There has also been lots of debate over whether Bounce Rate is one of the measurements used in Search Engine Optimisation, although back in February 2010 Google webmaster Matt Cutts addressed this in a video and point blank said Google Analytics data was not used for SERP (Search Engine Results Page) rankings, so don’t lose too much sleep over how Bounce Rate will affect the website’s place in the SERPs ranking.

But what we can say with reasonable certainty, is that lower quality web pages tend to have higher Bounce Rates as Google sees visitor lack of “user engagement” as an indication that the content isn’t relevant for those landing and leaving instantly.

Is a high Bounce Rate bad?
According to Google themselves, it depends. If your client’s site relies on users viewing more than one page, then a high Bounce Rate is bad. If people are not moving on from the home page to other sections like product pages or a checkout, then you need to be taking action on your client’s behalf. However, if the client is running a single-page site or is offering other types of content for where single-page visits are expected (a landing page with an opt-in form for example), a high Bounce Rate would be normal. For great examples of one-page websites, take a look at https://onepagelove.com/

Clearing up some misconceptions
Don’t confuse website bounce rate with that used in email marketing where it denotes a failed delivery.

Bounce rate also has nothing to do with time a visitor may spend on any specific web page. Whether they spend 30 seconds or 30 minutes on a page, if they then fail to visit another one on your website they are considered to have bounced.
It’s also different to exit rate. This is the proportion of visitors who land on a web page as the final destination within a website before leaving. They are not bouncers as they may have visited several other pages before leaving.
So what can you do to differentiate and measure the time visitors spend on a client’s website in a way which is meaningful?

Back in 2011 Bing’s Duane Forrester wrote a post called How to Build Quality Content and in it he referenced something called dwell time:

“Your goal should be that, when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you. If your content does not encourage them to remain with you, they will leave.”

In its simplest terms, dwell time is the actual length of time a visitor spends on a page before returning to SERPs and, therefore, the longer the better as hopefully this indicates the visitor has read the content on a page before either moving elsewhere via a link or closing the browser or tab to go back to their SERPs listing.

How Beacon can help
Beacon has a unique measurement metric - Hard Bounce = visitor landed and exited without taking further action, while a Soft Bounce = visitor landed, scrolled a bit, then left your website. This means you can accurately track your client’s customer journeys through their website and see what landing pages are working and where there are areas for improvement.

Here are four key areas to work on

1 - Produce better content

Whether you’re producing blog posts, infographics or videos, good content should be:
Useful (actionable or educational)
Entertaining (funny, unusual/offbeat, surprising)
Accessible (skimmable, conversational, well-designed)

2 - Have clear internal links

Make sure the customer journeys are easy by having clear signposted links to where they should go next. Provide users with additional actions to take when they’ve finished reading a piece of content.

You’re in effect pre-empting the visitor’s next query or you can create a specific action by asking them to answer a question or direct them to a particular page using a clear link.

Think about other pages that people interested in that piece of content will want to see, and link to them throughout the content and at the end in a “if you liked this, you’ll love this” kind of way.

3 - Have more than just product pages

If your client has a product they’re selling, make sure you have associated “how to” landing pages which also give information which lets them learn more about it. Include downloadable manuals in PDF or text form, have a guide on how to use the product for a specific purpose or provide testimonials from other customers who have used the product.

All of these can help keep a customer on the site long enough for them to decide to process through with a sale.

4 - Have a clear Menu or Sidebar which contains useful links

Make sure there is either a static top Menu or a Sidebar which remains visible throughout the website and include links on it which any visitor would find useful.

This helps to get around those visitors who land somewhere on the website, possibly through a “dark social” link (see our blog on this subject: http://bcn.to/brm) but who may know nothing about the client. One of the easiest things to do here is to have an About Us/About the Company page linked to the Menu or Sidebar.

A guide to your site, where to go next, useful landing pages, links to testimonials or free assets, are also other good links to keep permanently visible.

What to do next
Beacon gives you unparalleled insights into the effectiveness of your Twitter activity and content; gain valuable insights and knowledge into what really interests your audience and learn exactly which of your posts result in website traffic.

Beacon allows you to set targets against Bounce Rates to help work on reducing them. Read more about social media campaign targets: http://bcn.to/brc

Get started with your free demo today! http://bcn.to/brd

#SocialMedia #SocialMediaMarketing #Analytics
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