Blog

“Can we implement this random trend last minute that we heard brings, like, 10X the reach?”

While the ask may sound simple and enticing, our answer is usually no. Mostly because it will disrupt strategy and not resonate with many audiences. 

Trends come and go at a dizzying pace. From the latest social media craze to viral video challenges, it's tempting to jump on every bandwagon in hopes of capturing audience attention and engagement. 

However, blindly following trends without a strategic approach can be a recipe for wasted effort. To truly leverage trends effectively in your content strategy, you need to apply a discerning lens and ensure they meet certain qualifiers. 

Here are four essential criteria to consider before incorporating a trend into your content plan.

#1 Relevance to Your Brand and Audience

The first and most crucial qualifier is relevance. Does the trend align with your brand values, messaging, and target audience? Jumping on a trend that doesn't resonate with your core identity and consumer base can come across as inauthentic or even alienating. 

For example, if you're a luxury fashion brand catering to a sophisticated, affluent audience, leveraging a viral dance challenge popularized by Gen Z might not be the most appropriate fit. Instead, focus on trends that speak directly to your brand's essence and the interests of your target consumers.

#2 Longevity and Staying Power

While some trends burn brightly and fade just as quickly, others have the potential for longevity and sustained relevance. Before investing significant resources into a trend, assess its staying power and potential for long-term impact. Short-lived fads may garner a temporary spike in engagement, but they're unlikely to contribute to your long-term content strategy or brand building efforts.

Take the example of the "You" Netflix series, which spawned a slew of memes and social media conversations. While capitalizing on this trend might have been advantageous for brands in the entertainment or pop culture space, its relevance was inherently tied to the show's lifecycle and cultural zeitgeist. In contrast, the broader trend of binge-watching and the rise of streaming platforms has proven to have more enduring relevance and strategic value for content creators.

https://twitter.com/warnercult45/status/1633824254604001281?ref_src=twsrc%5Etfw%22%3EMarch+9%2C+2023

#3 Scalability and Integration

Effective content strategies require a consistent, cohesive approach across multiple channels and platforms. When evaluating a trend, consider its scalability and potential for seamless integration into your existing content ecosystem. Can it be adapted and repurposed for various formats, such as video, social media posts, blog articles, or email campaigns?

The "Van Life" trend, which emerged as a lifestyle movement embracing minimalism and adventure, offers a prime example of scalability. Brands in the outdoor, travel, or automotive industries could explore this trend through long-form video content, social media highlights, blog posts featuring van life influencers, or even product integrations catering to the unique needs of this niche audience.

Leland Gilmore, with his dogs Oakley and George, near Mount Hood in Oregon. “These are little escape vessels, escape pods,” said Mr. Gilmore, whose business, Benchmark Vehicles makes custom vans for up to $300,000, van not included.Credit...Andy Cochrane (Grabbed from the New York Times)

#4 Measurable Impact and ROI

Ultimately, any content strategy should be driven by measurable goals and a clear return on investment (ROI). While leveraging trends can undoubtedly boost engagement and brand awareness, it's crucial to quantify their impact on key performance indicators (KPIs) such as website traffic, lead generation, sales, or customer loyalty.

Consider the rise of sustainability and eco-conscious consumption as a global trend. Brands that have effectively integrated this trend into their content strategies, such as Patagonia's "Don't Buy This Jacket" campaign or REI's #OptOutside movement, have not only garnered significant engagement and media attention but also demonstrated a measurable impact on brand perception, customer loyalty, and even sales.

By rigorously evaluating trends against these four qualifiers – relevance, longevity, scalability, and measurable impact – you can ensure that your content strategy remains purposeful, authentic, and aligned with your overarching business objectives. Remember, trends should serve as valuable tools in your content arsenal, not fleeting distractions that divert you from your core messaging and mission.

If qualified marketing trends sound like something you can get on board with, and want to learn more, reach out to Onya today. We’d love to share how we’ve helped many achieve success according to their audience's needs!

Content is king. You’ve heard it before. However, not all content is created equal. While trendy topics and viral posts can generate a temporary spike in traffic, they often have a short shelf life. To achieve sustainable online growth, organizations need to focus on creating evergreen content – content that remains relevant and valuable over an extended period.

What is Evergreen Content?

Evergreen content is timeless and enduring, providing value to readers long after its initial publication. Unlike time-sensitive or news-based content, evergreen content does not become outdated or lose its relevance quickly. Examples of evergreen content include:

• How-to Guides and Tutorials: Step-by-step instructions on completing a task or solving a problem never go out of style. These guides are particularly useful for products, services, or skills that remain relevant over time.

• Frequently Asked Questions (FAQs): Addressing common questions or concerns about your industry, products, or services can help establish your authority and provide valuable information to your audience.

• Listicles and Roundups: Curated lists of resources, tips, or recommendations are easy to consume and can be updated regularly to maintain their relevance.

• Industry Glossaries and Definitions: Providing clear explanations of key terms and concepts in your field can be an invaluable resource for both newcomers and industry veterans.

• Case Studies and Success Stories: Detailed accounts of successful projects, campaigns, or customer experiences can inspire and guide others, regardless of when they were published.

The Benefits of Evergreen Content

But why does it matter in the long run? Why should my organization care to put time and energy into generating this type of information? Investing in evergreen content can yield numerous benefits, including:

• Improved Search Engine Optimization (SEO): Evergreen content has a better chance of ranking well in search engine results over time, as it remains relevant and continues to accumulate backlinks and social shares.
  
• Increased Website Traffic: High-quality evergreen content can attract new visitors to your website through search engines and social media shares, even years after its initial publication.
  
• Established Authority and Trust: By providing valuable and timeless information, evergreen content can position your organization as a trusted authority in your industry.
  
• Cost-Effectiveness: While creating evergreen content may require more upfront effort, it can pay dividends in the long run by continuing to drive traffic and engagement without the need for constant updates or republishing.

Leveraging Evergreen Content for Growth

To leverage evergreen content effectively and see a return on investment, organizations should:

#1 Conduct thorough keyword research to identify topics and queries that have enduring relevance and search volume.

#2 Invest time and resources in creating comprehensive, high-quality content that provides in-depth insights and answers to common questions or pain points.

#3 Optimize evergreen content for search engines by incorporating relevant keywords, meta descriptions, and alt tags for images.

#4 Promote evergreen content through social media channels, email newsletters, and other marketing channels to increase visibility and drive initial traffic.

#5 Regularly update and refresh evergreen content to ensure it remains accurate and relevant while also adding new sections or resources as needed.

#6 Analyze the performance of evergreen content using metrics such as organic traffic, backlinks, and social shares, and use these insights to inform future content strategy.

By incorporating evergreen content into your overall content marketing strategy, you and your brand can build a solid foundation for sustainable online growth, establish yourself as a trusted authority in your industry, and continue to attract and engage their target audience for years to come. If you need additional assistance in creating or leveraging this type of content for ongoing visibility, reach out to Onya today!

Also Read: How I Bring YOU Into the Content

Not putting “you” in your content has its problems. This is what makes people or organizations blend in with other people in their industries! 

For organizations looking to expand their reach and attract new followers on Instagram, getting featured on the Explore page is a major goal. 

The Instagram Explore page surfaces popular Viral posts from accounts you don't already follow, making it a prime discovery area. Getting your content on this highly visible page can drive a huge influx of new eyes to your account.

Why the Explore Page Matters

The Explore page is one of the most viewed areas of Instagram, with over 200 million Instagrammers visiting it daily. It's essentially free advertising for whichever accounts and posts get featured there. According to Instagram, 59% of users visit the Explore page daily.

Getting on the Explore page opens the door for your content to reach a vastly wider audience beyond just your current followers. It exposes your brand to users who may have never heard of you. This increased visibility and new eyes on your account leads to more followers, engagement, website traffic, and sales.

In one case study, travel blogger @Wanderlustcrew received over 30,000 new followers within 24 hours after having a photo featured on the Explore page. Beauty brand ColourPop reported gaining over 11,500 followers from being on the Explore page. Getting featured has the potential for massive reach and growth.

The Top 3 Pillars to Getting on the Explore Page

While there are no guarantees, there are some strategies and best practices to increase your chances:

#1 Use Relevant & Trending Hashtags

Hashtags are one of the primary ways Instagram's algorithm detects content that could be a hit and surfaces it on the Explore page. Use a mix of popular, trending hashtags and more niche ones relevant to your brand. Identify trending hashtags in your industry and hop on them. But don't go overboard - stick to around 5-10 per post.

#2 Post Share-Worthy, Engaging Content

It should go without saying, but the Explore page favors visually striking photos and videos that are likely to interest and engage many users. Use high-quality, eye-catching imagery, and incorporate elements like thoughtful captions, humor, and Stories to drive engagement through likes, comments, shares, and saves.

#3 Stay Active & Consistent

The algorithm gives preference to accounts that post consistently over those with occasional, sporadic posts. Stick to a regular cadence, whether that's daily, multiple times per week, or weekly. Additionally, engage back with your audience through likes, comments, and responding to comments and DMs to prove you're an active account.

How to Sustain Continued Explore Page Exposure

Getting on the Explore page once is exciting, but the real challenge is sustaining that visibility over time and avoiding being just a one-hit-wonder. Here are some tips:

• Analyze your top posts - Look at the types of content, hashtags, captions, etc. that got you on the Explore page in the first place and try to replicate what worked.
  
• Watch the trends - Hop on hashtags and content trends early and repeatedly. Pay close attention to what's resonating and performing well.
  
• Curate a cohesive aesthetic - A distinct, consistent style, color palette, editing, etc. makes your posts more recognizable and memorable.
  
• Engage your new audience - When people discover you on Explore, give them a reason to stick around through amazing content and engagement.

Getting featured on Instagram's Explore page is incredibly valuable for organizations looking to get discovered and expand their reach and audience. By leveraging the right hashtags, creating ultra-engaging content, posting consistently, and continuously adjusting to what works best, you'll increase your chances of getting seen by those coveted Explore page users. If you’re looking for ways to get seen on the Explore page, reach out to Onya today to learn more!

The image and videos above are from this page: https://about.instagram.com/features/search-and-explore

It appears that the recent decline in your social media reach may not be a coincidence. The digital landscape is evolving (maybe a bit too quickly), and the once free-exposure platforms are now becoming increasingly monetized.

The algorithms governing these platforms are undergoing significant changes, presenting new challenges for organizations and content creators alike.

One notable development is Meta's (formerly Facebook) introduction of paid subscription tiers for businesses, aptly named "Meta Verified Business Tiers". These tiers are designed to cater to a "wider range of business needs," as stated by Meta. 

However, this initiative raises concerns about the potential commodification of exposure and reach on the platform.

The Meta Verified Business Tiers: A New Pay-to-Play Model

Meta's new subscription tiers are as follows:

• Business Plus: Momentum ($45/month)
• Business Premium: Engagement ($120/month)
• Business Max: Optimization ($350/month)

The higher the tier, the more features and exposure businesses can expect, including profile enhancements, feed features, and limited support. 

Essentially, businesses will now have to pay a premium for visibility and support on the platform, a stark contrast from the previously free exposure model.

Initially, these tiers are being rolled out in Australia, New Zealand, and Canada, with plans for expansion to other regions in the future. Eligibility for these tiers is determined by various factors, including business platform activity, and volume of consumer interaction (profile visits, post engagement, and message conversations), among others.

Implications for Businesses and Content Creators

This shift towards a pay-to-play model presents several implications for businesses and content creators:

1. Paying for reach does not guarantee quality engagement

While organizations may be able to purchase increased reach through these tiers, it does not necessarily translate into meaningful engagement or conversions. Organic content creation and strategic campaigns remain crucial for nurturing authentic connections with the target audience.

2. Reevaluating social media strategies

Businesses may need to reevaluate their social media strategies and allocate budgets accordingly if they wish to maintain or enhance their visibility on Meta's platforms. However, it is essential to avoid solely relying on paid reach and neglecting organic content creation efforts.

3. Potential democratization of exposure

While the monetization of reach may seem concerning, it could also level the playing field for smaller businesses and content creators who previously struggled to gain traction on these platforms due to algorithmic biases or established competition.

The Way Forward: Prioritizing Authentic Engagement

As Meta introduces these changes, for businesses and content creators remaining vigilant is crucial. They should avoid getting lured by quick-fix solutions or "shiny shortcuts." 

While it may be tempting to simply pay for increased reach, doing so without a solid content strategy and authentic engagement efforts could lead to inflated vanity metrics without meaningful impact.

Instead, the focus should remain on creating high-quality, engaging content that resonates with the target audience. Prioritizing human behavior and fostering genuine connections with consumers should be the primary goal, rather than solely relying on paid reach.

It is important to remember that businesses and content creators are the driving force behind Meta's platforms. Without their active participation and content creation, the platforms would lose their value and relevance. As such, businesses and creators hold significant power in shaping the direction of these platforms through their collective actions and choices.

While Meta's move towards monetizing reach may seem like an attempt to emulate traditional marketing models, where content exposure is directly linked to advertising costs, it is crucial to recognize the unique dynamics of the digital landscape. The true value lies in cultivating authentic connections and fostering meaningful engagement, rather than solely relying on paid exposure.

Let this be our opportunity to use our power against monopolistic decisions like theirs. For no other reason than because we deserve to have a voice, make connections, and build communities - free of charge. This might be a spicy take, but we’d love to hear your thoughts. Reach out to Onya today to learn more about this update! 

YouTube continues doubling down on its competitors by rolling out new premium advertising placements for the short-form video platform with YouTube Shorts. The new ad offerings allow businesses and creators to purchase prominent ad placements within the Shorts feed, opening up more monetization opportunities.

As Shorts rapidly gains popularity, eclipsing 70 billion daily views, YouTube is aiming to turn it into a more viable revenue stream. 

According to MediaScience, YouTube Select Shorts ads are viewed for 90% longer than ads on other social competitors. 

Let's take a closer look at what these new premium ad placements entail and whether they're worth investing in for organizations.

The Premium Placement Options

YouTube is introducing three new premium ad products specifically for Shorts:

Shorts Bumper Machine-Learned Bidding Ads

These are 6-second bumper ads that play at the beginning of a Shorts video. Advertisers can use machine learning to optimize ad delivery to audiences most likely to pay attention and take action.

Shorts Video Ads

Advertisers can run standard video ads up to 30 seconds long that play before a Shorts video. This emulates traditional pre-roll YouTube ads.

Shorts Call-to-Action Overlays

These are banners or overlays that appear at the bottom 20% of a Shorts video, with customizable calls-to-action like app installs, site visits, etc.

All three ad formats are purchased through an auction in Google Ads and use app campaign optimization to drive engagement.

Key Benefits and Drawbacks

For organizations, these premium placements on YouTube Shorts present some compelling benefits:

Reaching the Shorts Audience: With over 1.5 billion monthly logged-in users watching Shorts, it's a massive and engaged audience, especially among younger demographics.

Premium Placement: Being able to purchase top ad spots guarantees premium placement within the Shorts feed instead of fighting the algorithm.

Action-Oriented Ads: The overlay ads with clear calls-to-action could drive valuable engagement for campaigns focused on downloads, traffic, etc.

However, there are also some potential drawbacks and risks:

Cost and Competition: Like any premium placement, the bidding environment on Shorts will be competitive and likely expensive for guaranteed top visibility.

Audience Attention: Although brief, forced ads could disrupt the seamless viewing experience that makes Shorts engaging, causing viewers to skip quickly.

Ad Load: YouTube will have to carefully balance ad load on Shorts to avoid driving viewers away with too many disruptive commercials.

Is It Worth the Investment?

Ultimately, whether these new YouTube Shorts premium ad placements are worth investing in depends heavily on an organization's goals, audiences, and budgets.

For businesses laser-focused on a TikTok/Gen Z demographic, Shorts ads seem like a potential must-have. The overlay call-to-action ads could also excel for mobile user acquisition campaigns.

However, companies working with limited advertising budgets may find the cost of premium Shorts placements too restrictive. The audience attention and ad load challenges also make guaranteed view metrics crucial for judging real ad effectiveness and ROI.

As with any new ad product, a wait-and-see approach evaluating the initial results for early Shorts advertisers could inform better long-term investment decisions.

Overall, YouTube Shorts' first stab at premium ad inventory presents exciting but unproven potential. As the platform and monetization evolve, organizations should monitor Shorts' development as both a viewing phenomenon and an emerging ad channel. If you want to learn more about this possible advertising tactic on social media, be sure to reach out to Onya today!

As Onya knows and discusses often, social media has become a crucial part of marketing and engaging with customers for most organizations. 

However, too often brands get bogged down in trying to be overly promotional or corporate sounding on social platforms. They forget that social media is supposed to be social. Injecting some fun and personality can go a long way.

We understand there is a level of professionalism and “buttoned-upness” that you have to share when it comes to the voice of your business. You don’t want to treat it like your trip to the mall. But there needs to be some level of enjoyment with social media sharing. 

Below, we explain why it matters to loosen up a bit and have fun! 

Why Fun Content Matters

Entertaining and engaging content resonates with people much more than dry corporate speak. Studies have proven that fun content is viewed as more memorable and engaging than dull, run-of-the-mill messaging. Countless companies have shown the value of taking a fun, playful approach on social channels.

Wendy's frequently roasts other brands in a humorous way, like when they tweeted "Where's the beef??" at McDonalds after the rival launched a disappointing new burger. This sassy and fun interaction generated huge engagement.

Merriam-Webster's Twitter feed is delightfully quirky and unexpected at times for a dictionary brand.

https://twitter.com/MerriamWebster/status/1764666891014955211

MoonPie's surreal and absurdist humor has built them a passionate following.

https://twitter.com/MoonPie/status/1771173259393859621

Juicy Fruit jumped on the ‘Dad Bod’ phenomenon to create this clever ad that features their different types of gum packs. They found a subtle yet humorous way to incorporate a hot trend into their brand content.

Having Fun Drives Engagement

Beyond being memorable, fun content generates much higher engagement rates. An analysis found that brands that used GIFs earned 55% more engagement than brands that didn't. Visuals, humor, interesting formatting and takes on current events or trends tend to drive much higher likes, shares, comments, and clicks.

This extends to paid social ads as well. According to Sprout Social, ads that were funnier and more playful with their creatives saw an increase in traffic and conversions versus more serious, sterile ads.

Tips for Making Social Fun

So how can brands embrace a lighter, more entertaining approach on social? Here are some tips:

• Post funny memes, GIFs, and videos (within good taste)
• Share jokes, puns, and amusing anecdotes related to your industry
• Get creative with hashtags, tweet formats, and filters
• Run silly polls and quizzes
• Respond to customer questions in a witty, on-brand way
• Join in on trending topics or hashtag games
• Behind-the-scenes bloopers and outtakes
• Share funny customer stories or interactions
• Creative user-generated content contests

The key is letting your brand's unique personality shine through versus just pushing ads and product info. Be relatable. Comment on things customers are talking about in an insightful or funny way. Don't be afraid to be playful.

At the same time, of course, brands need to strike a balance. While having fun is important, it shouldn't come at the expense of your broader marketing goals or cross ethical lines. Keep it light and positive without being offensive or inappropriate.

The brands that win on social are the ones that view it as a two-way conversation with customers. They use it as a platform to engage and entertain just as much as to inform and promote. By finding ways to have more fun and personality, you'll see much higher social media engagement and affinity for your brand.

If you are looking to find ways to integrate more humor into your content to lighten the mood, reach out to Onya today!

While many of us are using Artificial Intelligence (AI) chatbots to ask silly questions and generate ridiculous images in our spare time, AI is rapidly being integrated into many of the social media platforms and apps used every day. Major players like Twitter, Instagram, TikTok, and Snapchat have all caught on to the intriguing trend and rolled out new AI-powered tools and features over the past year...showing no signs of slowing down as AI capabilities continue advancing.

What does this mean for us? 

Below, we share what features platforms are leveraging and how your organization can take part in the shifting social media sphere. 

Who’s Using AI and What For? 

Twitter was one of the first to embrace AI with features like automatic caption writing for images and predictive text suggestions when composing tweets. 

Instagram quickly followed suit by integrating similar AI caption generators, AI-powered filters and effects, and editing features.

TikTok's supportive AI capabilities now include automated video editing tools. 

Finally, Snapchat has AI-driven cameo selfies that can superimpose your face onto videos.

This AI integration provides some compelling benefits for social media users. One is that AI captioning can make content more accessible for those with disabilities (Real-time captioning or translations for people with a hearing impairment or even people who don’t speak the language).

Predictive text can also help get ideas flowing while drafting posts. Even if it doesn’t produce the entire draft, it provides suggestions to move past writer's block and move forward without stopping. AI editing tools can elevate the production quality of videos and photos by cutting and merging content with ease, giving your precious time back. 

However, there are also valid concerns about AI's potential downsides like perpetuating biases, spreading misinformation, and compromising privacy. There have already been a few instances in which organizations have had their wrists slapped for perpetuating poorly constructed content that could have been unbiased in their stance. 

Where Does This Leave You?

AI is powerful and can cut writing/editing/posting time significantly. However, for organizations looking to leverage AI on their social channels (appropriately), here are some key recommendations:

1. Prioritize transparency about AI usage and get user consent when appropriate.

Be open about what AI capabilities are being utilized. This means citing resources and noting that some content was generated by AI. This ensures you are being transparent about your content and forthcoming about where ideas started. 

2. Implement robust testing to identify and mitigate risks like biases being baked into AI models before deploying publicly.

This means you have to read...actually read and vet what AI is spitting out there. Validate that facts are correct and ensure unfair and unfruitful bias is removed where possible. 

3. Have a clear AI governance framework outlining principles for ethical and responsible AI development aligned with your brand values.

This can vary based on your organization and some compliance departments. If AI is acceptable, be sure to outline where to draw the line. If there already is a line, follow it. 

4. Focus AI efforts on areas that tangibly benefit your audience like accessibility, content personalization, and productivity optimizations.

Again, AI is incredible in cutting down time. But it can’t come at the cost of poor content. Users and readers can catch robotic content and if they sense it’s going to become a trend for you, they may navigate elsewhere to original and unique ideas. AI may be helpful, but it does not replace our creative minds. 

5. Continuously monitor AI outputs and be prepared to make adjustments as AI models evolve and new risks emerge over time.

Like with any new technology, it doesn’t work to push it away with all your might. Work alongside AI to understand and leverage it wherever possible, but as always, keep your target audience in mind and what their needs may be. 

When applied thoughtfully with proper safeguards, AI can enhance the social media experience for users and open creative possibilities for organizations. A shortsighted "AI at all costs" approach is bound to backfire. Responsible adoption with human supervision is key for harnessing AI's potential in society.

If you want to understand more about Onya’s policies when it comes to AI or how your organization should respond, we would love to chat more. Contact us today!

Bite-sized Marketing Insights on Your Feed

https://www.instagram.com/p/CvuYgjctLZn/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Social media is the land of the free and the home of the trendy. While jumping on the bandwagon may seem like fun and games, there are several common pitfalls that folks should steer clear of if they want their organization to remain strong online. 

Below, we will discuss these social media issues and why it might be best to avoid them when posting online. 

#1 Buying Fake Likes & Followers

One of the most tempting shortcuts is purchasing likes and followers to inflate one's popularity. However, this practice is not only unethical but also ineffective in the long run. Research shows that fake followers do not engage with content, leading to a skewed engagement rate that can damage credibility and hinder genuine audience growth.

#2 Using Special Fonts and Hashtags in Your Bio

While using unique fonts and hashtags in your bio may seem like a way to stand out, it can actually make your profile look unprofessional and cluttered. Studies indicate that users prefer clear and concise bios that convey essential information about the account or brand. Overly stylized bios may distract from your message and deter potential followers. Keep it simple and keep it short. 

#3 Not Taking Time to Respond to Comments and Interact with Your Community

Social media is inherently social, and failing to engage with your audience can alienate them. Buffer suggests that prompt responses to comments and messages foster a sense of community and trust among followers. Neglecting this aspect of social media can result in missed opportunities for meaningful connections and customer relationship management.

#4 Not Making Your Account a Positive Online Space

Unfortunately, online negativity abounds, which means maintaining a positive and inclusive environment on social media is crucial. Studies have shown that positive content elicits higher levels of engagement and fosters a loyal audience. Conversely, negativity can drive followers away and tarnish your brand's reputation. By curating uplifting and inspiring content, you can cultivate a supportive community around your brand.

#5 Focusing on Likes Instead of Engagement and Conversions

While likes may serve as a vanity metric, they are not indicative of meaningful engagement or conversions. Seek to focus instead on building genuine relationships with your audience that drive actionable outcomes, such as clicks, shares, and purchases. This will yield more significant long-term benefits for your brand.

#6 Jumping on Every Trend, Even If It Doesn't Align with Your Organization:

While capitalizing on trending topics can increase visibility, jumping on every trend without considering its relevance to your brand can come across as inauthentic. Studies have shown that authenticity is a key factor in consumer purchasing decisions, and aligning with unrelated trends may confuse or alienate your audience.

#7 Oversharing Personal Information

Social media blurs the line between personal and professional, but oversharing personal details, especially on organizational accounts (or those intended for professional purposes) can have negative consequences. Research suggests that oversharing can lead to privacy concerns and diminish the perceived professionalism of your brand. Striking a balance between authenticity and discretion is essential for maintaining a positive online image.

#8 Inconsistent Branding

Consistency is key to establishing a strong presence on social media. We’ve seen it time and time again that cohesive branding across platforms increases brand recognition and trust among consumers. Inconsistencies in tone, aesthetics, or messaging can dilute your organization's identity and confuse followers.

#9 Ignoring Negative Feedback

Negative feedback is inevitable on social media, but ignoring it can exacerbate the situation. Online reviews indicate that addressing negative feedback promptly and transparently can turn detractors into advocates and demonstrate your commitment to customer satisfaction. Ignoring negative feedback, on the other hand, can damage your reputation and erode trust in your brand.

#10 Automated DMs

Automated direct messages may seem like a convenient way to engage with followers, but they often come across as impersonal and spammy. Onya has seen that personalized interactions are more effective in building rapport and fostering meaningful connections with your audience. Automated DMs can alienate followers and detract from your brand's authenticity if not managed properly.

If your organization is serious about digital success, it’s important to weave in a combination of authenticity, engagement, Tactics and strategic planning. 

By avoiding these ten social media cringes, you can build a genuine online presence, foster meaningful connections with your audience, and ultimately achieve your goals effectively. Remember, authenticity and integrity are the cornerstones of a successful social media strategy. 

Looking for more help when it comes to building online relationships that matter for the long haul? Onya is here to help. Reach out today to learn more!

Spring is in full swing as people are once again out and about and….definitely searching for things in their local vicinity. 

You know it well because, well, you do it yourself all the time.

Whether it’s for a local tourist trying to find the next best wine bar or a local homeowner needing some HVAC repairs, your organization must be found online. 

But how do you make that happen? 

As we embark on our 2024 growth journey, Onya is here to guide you through the latest strategies and techniques to boost your organization's local rankings. Follow this comprehensive guide to ensure your business stands out in local search results and attracts the right audience.

Why Local Rankings Are Important

Local rankings are extremely important for the success of your business, as they directly influence your visibility and accessibility to potential customers in your local area. According to a study by Moz, 93% of local searches trigger the Google Local Pack, highlighting the significance of local rankings in search engine results. 

When your organization ranks high locally, it ensures that it appears prominently when nearby users search for relevant products or services, increasing the likelihood of attracting customers and outperforming competitors. This heightened visibility not only establishes trust and credibility but also drives foot traffic to physical locations, giving long-term business growth that becomes sustainable over time. 

Here’s How You Can Optimize Your Organization Locally

Optimize Google My Business (GMB) Profile:

• Ensure your GMB profile is complete and accurate with up-to-date information, including business hours, address, and contact details.
• Utilize GMB features such as posts, reviews, and Q&A to engage with your local audience.
• Regularly update images, ensuring they showcase your business in the best light.

Local Keyword Optimization:

• Conduct thorough keyword research focusing on local terms and phrases relevant to your industry.
• Integrate these keywords naturally into your website content, meta descriptions, and headers.
• Optimize location-based landing pages to target specific geographic areas.

Online Reviews Management:

• Encourage satisfied customers to leave positive reviews on platforms like Google, Yelp, and industry-specific review sites.
• Respond promptly to both positive and negative reviews, showcasing your commitment to customer satisfaction.
• Leverage positive reviews on your website and marketing materials.

Mobile Optimization:

• With the increasing prevalence of mobile searches, ensure your website is mobile-friendly and responsive.
• Optimize loading speed to enhance the user experience, as slow-loading sites can negatively impact local rankings.

Local Link Building:

• Build relationships with local businesses and organizations to secure high-quality backlinks.
• Participate in local events, sponsorships, or partnerships that can lead to valuable mentions and links.
• Ensure consistency in NAP (Name, Address, Phone Number) across all online platforms.

Content Localization:

• Create content that is tailored to your local audience, addressing their specific needs and concerns.
• Include location-specific information, such as local events, news, and community involvement.
• Develop location-specific landing pages for different service areas.

Social Media Presence:

• Maintain an active and engaging presence on social media platforms, particularly those popular among your local audience.
• Share local events, promotions, and community initiatives to connect with your target market.
• Utilize location-based advertising to reach a geographically targeted audience.

Schema Markup Implementation:

• Incorporate schema markup on your website to provide se arch engines with structured data about your business.
• Include local business schema to enhance your chances of appearing in local search results.

Regular Local SEO Audits:

• Conduct regular audits of your local SEO efforts to identify areas for improvement.
• Monitor local keyword rankings, check for consistency in NAP, and analyze the effectiveness of your local link-building strategies.

By implementing these strategies, your organization can make big waves in people’s local search and find you effectively. 

The digital marketing experts at Onya are here to guide you every step of the way, ensuring your business thrives in local rankings and continues to attract and retain valuable customers. Here's to a successful and locally optimized 2024!