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| My brain on research |
I think there are some takeaways that we can
implement in our own social media marketing.
Starting with Twitter, the key to
successful tweeting are links. The click-through rate is significantly
higher when including links in the body of your tweet. Not surprisingly,
conversational tweets don’t do much for moving your platform forward.
Your goal should be to have links in about 70% of your tweets.
What words are most effective in your
tweets? The top three in achieving a click through are
#1) breaking (as
in breaking news)
#2) sports
#3) free.
Conversely, the three worst
words to have in your tweet … iPhone, giveaway, and photography.
Shifting to blogging, there were a few
interesting tidbits. I’ll start with the day of the week for posting.
Monday through Friday averaged about the same when it came to views and
click-through rate. Saturday had the lowest number of views and
click-through rate.
The most read time of day for blogs was
10:00 a.m. Morning was statistically significantly better for posting
the blogs with the peak at 6 a.m. – 7 a.m.
When looking at headlines with the best click-through rates, the following words must be included to come out on top:
Insights Analysis
Answers Questions
Advice Review
Top Best
The least clicked on titles included these words—franchise, special, and futures.
An interesting side note that the
research illuminated is regarding comments on blogs. Many times, we look
at the comment quantity as an indication of the strength of the blog or
popularity of the blog, but their research showed that there was no
significant difference with click-through rate to the number of
comments. In other words, blogs with few comments were being read as
much as blogs with many comments.
When looking at the most effective ways
to get people to your site, paid advertisement ranks number one.
Surprisingly, email was number two
followed by social media. That shows us how important it is to capture
emails in subscription links or online offers like free eBooks, white
papers, etc. In their research, email links were clicked far more
frequently than social media links.
Lastly, when offering a download or
opportunity from your site, the “button” plays a big role. You will see
the highest click-through rate with either a “Click Here” or “Go”
button. What types of buttons should you avoid? There was a
statistically significant decrease in click through rate with “submit,”
“download,” and “register.”
I was impressed with the research; it was well
thought out and analyzed with statistical methods and the sample size
was bigger than anything that I’ve seen to date.
I won’t offer much in the way of
editorial comments. Take what makes sense to you. I know that I’ll think
twice now when constructing titles and links. I hope that you find some
of this interesting and can tweak your online presence for the better.
A version of this post written by Jim Devitt originally appeared in Indies Unlimited
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