To Pivot or Persevere – Personal Development in life and business

To Pivot or Persevere – Personal Development in life and business

The terms “Flogging a dead horse” and “Success is only just around the corner” spring to mind when talking about this concept, articulated by Eric Ries in his New York bestseller “The Lean Startup”.

In your business as well as your everyday life, how do you know when to “give up”? Or, if you do change direction or quit, were you JUST about to make that breakthrough or success you worked so hard for? What if you are achieving moderate success and therefore if you quit it would prove embarrassing or would lose you the moderate income you are used to. What if, on the surface, you are highly successful, but actually you are unhappy, stressed and working 60 hours per week just to keep the ‘success’ going.

When do you Pivot? And when do you Persevere?

What does it mean to pivot? To pivot is to change direction, drop something that isn’t working, and take one area or your whole business in a different direction. Most of the time you would take some of the past version with you. Sometimes you lose the past version altogether.

A great example is a tech company started by Dan Carroll, a well-known name in silicon valley, in 2007. In it’s original form it was called “kaChing” and was a online “fantasy league” for amateur investors, designed to spot good investors. They built a sophisticated system, but customers found the concept confusing and didn’t buy in. The team decided they couldn’t persevere as it existed and decided to celebrate what had been achieved up to this date, but make a pivot. They abandoned the gaming concept and instead focused on creating a platform for amateur investors. On the surface, the pivot seemed quite dramatic, a new company name, new branding and discarding a lot of the system that they had built, but underneath a surprising amount stayed the same. What worked in the system became the core that everything new was built around. The company (now called Wealthfront) is now a leader in the field.

If the team hadn’t had started in the first place they would never have had the knowledge and core system that they then built upon.

Another example in The Lean Startup is the online Voters platform Votizen. It took 4 huge pivots to drag it to the success that founder and CEO David Binetti had visioned, each pivot building on the previous versions successes.

The interesting fact is that, every time he decided to pivot, it took less time than his last pivot. Of the 4 major pivots, the first took 12 months, the second six months, the third took four months and the last pivot took only a month to put into place.

This can be attributed to 2 things. Firstly, the structure and business allowed for a pivot and adapted easier each time. Each change built upon the things that were great about the business and discarded the things that didn’t work. With each pivot there was less to discard and more opportunity to build on what worked.

The second observation is that, the decisions became easier to make, as the decision to pivot had been made previously. The team even brought the ‘pivot or persevere’ concept into their strategic meetings, something that Eric Reis recommends that every business do.

To persevere?
The dictionary’s definition of perseverance is “doing something despite difficulty or delay in achieving success”.

A client of mine regularly pivots in her business and on reflection feels that she may have recently made too many. She feels compelled to pivot as she is haunted by the alternative of persevering.

Her dad had a 30-year career working for the same company, with the promise of becoming the first person ever to go from being the apprentice to a director in the 100 year history of the company. After years of blood sweat and tears his final promotion was due. He prepared to become director and enjoy has last years with the company before retiring. The board of directors then decided to promote the boss’s son instead. His hopes, as well as his pride was completely crushed and my client is haunted by the memory of the only time she’d ever seen him break down in tears.

Years of persevering did not bring him to where he wanted to be and the worst thing was that he had no control over the future he’d planned for himself.

What happened to him didn’t have to force him to make a pivot in his life; he could have continued to work for that company. Maybe he might have eventually got the directors role that he was promised. But the pivot he made took his life in a better direction than he could ever have imagined.

An entrepreneur approached him to work as partners. With his engineering background and keen project management skills they start a competing firm. I’m sure you will agree that someone that has been an employee for 30 years starting a business of his own is completely daunting, but he partnered up with the right person. He pivoted at completely the right time, not through choice but nevertheless formed part of the team that, after a couple of pivots of their own, built a company that now turns over in excess of £2million per year. He now has the directorship that he wanted and even better, is working hard for his own company, not someone else’s.

The unplanned pivot was the best thing that could have happened to him. How did this happen? Because his new partner heard that he hadn’t got a promotion and saw it as a perfect time to approach him. This is a perfect example of taking what is good from the previous version and leaving behind what didn’t work, which in his case was the company itself!

How does this translate into our personal success? I’d like you to take these 2 steps, in your personal or business life if you like. Take 10 minutes to think about your answers, write them down and build your findings into your plan for success. Just by being aware, will set your subconscious mind the task of resolving any issues holding you back.

1. Are you a pivot-er or a persevere-er?
Take a moment to think about some pivots and perseverance’s that have led you closer to success, or away from success. Think about how you could have changes your thinking to get a better outcome.

[A classic perseverance is staying in a marriage for too long, out of fear that you will be more unhappy out of it that you are miserable in it!]

I’d like you to think about your life or business, what’s holding you back from that next step of success. What is stopping you? Is it your thinking? What’s the ‘barrier’? Did something spring into your mind while reading this article? That’s probably what your unconscious mind needs to be analysed further.

2. Write down 2 things that are holding you back you right now and then ask yourself the question – Pivot or Persevere?

What we can take from this silicon valley concept:

1. If we want to do something, we need to make a start. Imperfect action will teach you more than no action ever will.

2. It’s not a failure if we have strategically decided to pivot! Start making the changes needed and each time it will be less painful and achieve more in less time.

3. Its ok to pivot and its equally ok to persevere, we just need to know our reasons for doing so.

What is… Social Media Marketing?

What is… Social Media Marketing?

The key word in social media marketing is the emphasis on “social”. In its most basic description, social media marketing is simply word-of-mouth, powered by technology. Social media networks have been engineered as the modern way to connect people, build relationships, and assist social interactions. It is easy to share information and current content with your friends, family and coworkers, and the vast majority of people presently have at least one social media platform where they connect and interact with others.

The fact that so many people are involved in social media means that it has become an essential platform for all sorts of businesses to attract consumers and drive their business. Social media gives your business a place to communicate with your customers, and expand the widespread reach and knowledge about your specific services and products. It allows you a brilliant platform to create and expand a brand for your business, which is essential in every form of marketing.

The main downfall of businesses on social media is that many assume social media marketing is only worthwhile and successful for small businesses, or new companies that are starting out. This couldn’t be more incorrect, and there are many searchable examples of leading brands that have been boosted by successful social media marketing campaigns. However, saying that, it is a great opportunity for smaller businesses and those starting out to get their services and products made known by a wider audience online. Although, it is crucial to continue your presence on social media after you have reached a level of business success and recognition.

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The Many Platforms

When getting started with social media marketing for your business, there are such a variety of social media platforms, meaning it can be difficult to navigate and decide which channel would be right for you. All of the varied social media seem to offer similar services, with slight differences and methods of getting your desired consumer attention. However, usually they fit into 3 categories, which are: word-based, image-based, and video-based platforms, generally:

- Word-Based Social Media – Facebook, Twitter, Google+, LinkedIn
- Image-Based Social Media – Pinterest, Instagram
- Video-Based Social Media – YouTube, Vine

However, a few of these categories do overlap, and most contribute a combination of images and text, with opportunities to upload videos from platforms, such as YouTube. Yet, although there are similarities between a few of the various social media channels, there are often distinct differences between the audiences that each platform reaches. The audience is often the pivotal reason to choose a certain social media network, as it all depends on the types of consumers you would like to reach for your business. Each business should have a certain kind of consumer in mind, and cater to that consumer through their branding and marketing.

If you are still having difficulty deciding, then start with the most populated social media channels. The most popular social media platform that has the biggest audience potential is unarguably Facebook, with approximately 1 billion users worldwide, and an average user share of 2.5 billion pieces of content every day. Facebook is definitely the place to start advertising and marketing your business and brand image. Also, the network makes it easy to start up your own company page and allows your personal Facebook profile to maintain the page as admin. Another positive of Facebook is that it’s the main network with a wide variety of user demographics, including users of all age and genre very equally.

If you search for the majority of companies and brands on Facebook, you will find a page for them, as it is the prominent network. However, this doesn’t mean that Facebook is necessarily the best for promoting your business and gaining success and sales quickly. This is why other brands expand onto other social media platforms, and try to gain as much exposure and consumer reach as possible.
 

Handling Channels

If it is more effective and beneficial for your business and brand expansion to diversify onto many various social media accounts, then how can these networks be best handled? There are a few alternating thoughts about how to make the most of the separate networks. For example, some believe that it is beneficial to put different information on the various channels, as the same people who follow you on one social media network may well follow you on your other ones. Therefore, making sure that you share different, interesting content on all of the different channels may well be helpful.

However, the other thought is to share consistent content over most of your social media, to help with business and brand continuity. This seems to be more of an accurate way to go about social media marketing, and makes sure that all of your online audience and consumers can see what you are posting. Also, it seems to be the case that various demographics use different social media platforms, so sharing similar relevant content over all of your social media channels will invariably reach different consumers.

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Successful Social Media Marketing Campaign

If you are still wondering about the success of social media marketing, and how it can help your business benefit, then there are so many good, fun examples to be found online! Here is one UK example that you will probably remember and appreciate:

One of the biggest successes in 2013 revolved around Three Mobile and their dancing pony. The campaign was based on a television advert about a Shetland pony moon walking across the countryside to the sound of “Everywhere” by Fleetwood Mac, which really grasped viewers’ attentions. The advert ended with the hashtag #danceponydance, which then sparked the attention online and over social media. The video went viral right away, and consumers utilised their hashtag all over Facebook and mainly Twitter. The video went up on YouTube, and achieved 1.5 million views in the first week, and currently it has gained around 10 million views to date.

Three Mobile’s campaign also included a second part, which was entirely online, and revolved around their ‘Pony Mixer’: dressing up your own pony and picking a song for the pony to dance to. The whole campaign lasted precisely 17 days, and over this period the results are clear: 1.3 million ponies generated on the Pony Mixer, 190,000 Tweets using #danceponydance, and a total of 100 million overall consumer impressions. However, the results are not just online, as the positive sentiment of the brand increased by approximately 67%, whereas Three had previously had quite a negative public impression before. This undoubtedly led to a greater success for the UK mobile network, through public perception and knowledge of the brand alone.

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Why Choose Social Media?

Ultimately, all companies and businesses utilise social media in some way, and you don’t have to put on a massive marketing campaign in order to get noticed and help your brand awareness. Sometimes, the most effective social media marketing is just making sure that your social media feeds are kept up to date with relevant, fun posts and information for your consumers.

One example of continued success over social media is the brand of Oreo, which is an American biscuit. Oreo simply focuses on sharing created images over their feeds, mainly utilising Twitter and Instagram. They create images that are similar to adverts, but can be shared easily and more cost effectively online. A particular successful image they created and shared was during the 2013 Superbowl, at the time of the blackout. They created a real-time social media stunt and generated a fun, relevant image, with the tagline “you can still dunk in the dark”. This was both witty and effective, and immediately gained mass sharing over social media. Their Twitter and Instagram feeds are full of funny and shareable images that relevantly advertise the brand.

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Many businesses understand the role of social media marketing, and how it can be cost effective and make huge gains for their brand awareness and all round sales. However, if you are stuck for time to effectively handle your business’ social media feeds and marketing campaigns, this is where Bright Yellow Creative Group can help!

We can handle multiple social media feeds for your business, and share fresh, interesting content over all of the channels. This will allow you to focus on your business alone and creating your brilliant products and service, with the ease of knowing that your social media networks are all taken care of. Social media marketing simply needs a lot of focus and an everyday presence in order to connect with viewers successfully, and be utilised in a beneficial way to improve your business and sales figures.

Bright Yellow Creative offers several varied social media marketing packages, which will include as many social media accounts, and as much brand-related, fresh, original content that you would like. Utilise your social media beneficially, and allow it to work for you, creating mass brand awareness that will directly increase your consumer base. Take a look at our bespoke social media services here!

We will boost your brand, starting now! Contact us here today for more details!

Instagram vs Pinterest – Visual Marketing to Improve Your Business

Instagram vs Pinterest – Visual Marketing to Improve Your Business

Social media marketing has become more important than ever, with visual social media taking the lead on the traditional text-based channels. The majority of social media platforms utilise imagery and videos to boost their content, however the most effective way to make the most of visual marketing is through social media channels that generate imagery and videos specifically.

As far as video based, YouTube takes the clear lead as the main go-to for videos relating to all sorts of purposes, including brand marketing. Although there are other video based platforms available, including Vine and Vimeo, the niche isn’t as competitive. However, with regards to image based social media, there appear to be two distinct platforms, which seem similar in offering identical services. These two options are Instagram and Pinterest. These channels often make businesses feel torn with regards to which one to choose to promote their brand.

We will discuss the main points of interest for both platforms, and see how Instagram and Pinterest compare. Therefore, hopefully working out which visual platform would be most beneficial to boost your brand.

 

Users

Pinterest is one of the fastest growing social media networks, currently weighing in with approximately 70 million regular users. Also, Pinterest is unique in offering an audience that is predominantly female at a majority of approximately 68%, with the largest gender difference of any other social media channel. Pinterest users also tend to be slightly older in general, with the core demographic being 18-34 year olds.

In comparison, Instagram has a phenomenal 200 million active and regular users, with approximately 45 million photos shared and 1 billion photos “liked” every day. Males and females are more evenly represented on the platform, although females just take the majority at 55% of the users. The application is also most popular with younger users, and has the same core demographic of 18-34 year olds as Pinterest. However, this core demographic is far bigger, making up nearly 70% of users. Also, the popularity drops dramatically with regards to older users. Interestingly, the most popular (or “liked”) brand on Instagram at this moment is the official MTV account, which perhaps sums up the target audience within Instagram quite accurately.

 

Engagement

As far as user engagement, Instagram far outweighs the engagement rate of Pinterest, possibly due to the fact that Instagram has over double the amount of active users. Additionally, Instagram’s user engagement has over 50 times the engagement rate of Facebook, as well as 20 times the engagement of Twitter, according to recent research. With regards to Instagram vs. Pinterest: two thirds of Instagram users use the channel everyday, whereas only one quarter of Pinterest users use the network daily.

However, as far as accessibility goes for both Instagram and Pinterest, Instagram does seem to be more difficult to access, as the platform is only currently available through a phone application. Although Instagram makes it possible to view the site online on a computer, you are limited in what you can do on the computer. You can create an Instagram account on your computer, as well as search for users and view public profiles, and choose whether to follow or unfollow other users. It is also possible to engage with other users and brands, as you can like and comment on content freely from a computer platform. However, it isn’t possible to view who users follow, or other users who are following them. And, more importantly, the platform doesn’t allow you to upload content from your computer, including profile pictures, and the only way you can edit your profile online on a computer is through changing your written profile bio.

With regards to Pinterest and accessibility, you are able to fully access and create a Pinterest account using your computer online solely. It is also possible to get a Pinterest application for your phone, where you can generate pictures and other users’ content in a similar way to Instagram, however this is not necessary in order to get the most out of the platform. Conversely, Pinterest works better used from your computer, and allows you an interesting platform to view other users’ images and content. Pinterest looks aesthetically like an online pin board, and lets you easily view and curate other users’ content onto your own Pinterest boards. In this way, it appears far more accessible than Instagram, and you can engage with the platform easier than if it were mainly on a phone application.

 

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Content

With regards to content, this is where the two are most dissimilar, surprisingly. At first look, it appears the content would be practically identical, as they are both visual social media channels that generate images mainly. However, the main difference is in the content you can generate onto your personal and business Pinterest and Instagram accounts. Specifically, Instagram promotes original content, and encourages users to create photos that they can edit with filters and other photo altering tools on the application. Whereas Pinterest allows users to curate other users’ content onto their own profiles as they wish, so long as they keep the sources.

On Instagram, the platform is based on uploading your own content, which can either be a photo that you have already taken on your phone, or the user can take a photo directly through the application. There are many options to put filters over the images, to enhance them or make them look a certain way, as well as other editing tools. However, with Instagram, it isn’t possible to re-post, or generate any content that belongs to other users, and the stress is very much on fresh, original user-created content. Therefore, the main way you can interact with other users is through “liking” their images, or commenting.

Pinterest is therefore slightly different in its content generation. On Pinterest, you are allowed to “re-pin” other users’ content: in fact, the majority of posts on Pinterest are “re-pins” from other content, or from outside websites. You are also able to upload your own original content, however there isn’t as much emphasis on this. Also, there aren’t any tools or plugins for editing or altering your images, and the upload method is quite simple. If you wanted to upload content onto Pinterest, they give you the option to Pin from outside websites, via the URL, or upload from content on your computer. Some outside websites also make their images able to be “Pinned” straight from their pages, and add a “hover-on” button, which appears when you pass your mouse over the image.

 

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Linkbuilding

One of the main pros of using Pinterest for your business, rather than Instagram, is that you can utilise linkbuilding far more easily and efficiently on Pinterest. The majority of the images on Pinterest are links, and when you click on the image it takes you to the website source. Therefore, when you upload your own original content, you can include link backs to your website and business. This also makes it a lot easier to upload written blog articles from your site, as you can “Pin” the main image from your website, and add the description, so that the image links back to the article. This makes it a lot easier to find your article and website, and improves the number of links you have built.

Pinterest is one of the main social media channels that can create the most referrals and links to your website, and studies have shown that the network often generates more referrals than Twitter, for example. It is easy to see why, as each image has a website link and source behind the content. Also on Pinterest, they allow you to include a large description to accompany your image, and often it is featured just as important as the image itself.

This is completely different to the feature of links and linkbuilding on Instagram. On Instagram, the images aren’t able to have a link source when you click on them, either on the phone application or the website. Also, if you add a link into the description, you are only able to click on this on their phone application currently. This is similar to their use of hashtags – they only work on the application, and don’t come up as links on the website at all. So, you would only capable of copy and pasting the link if you were on the website. This means that Instagram doesn’t add to your business as far as linkbuilding, and isn’t classed as a very impressive referral site.

 

Winner

In conclusion, in the debate of whether Instagram or Pinterest is more effective for your business, there doesn’t seem to be an exclusively clear winner.

Both Instagram and Pinterest are popular photo-based platforms, with similar audiences who are interested in attractive, original content. Also, they are both great for sharing your visual social media, including images and videos, in order to effectively showcase and attract interest to your business and brand. However, for people who believe that they are inherently similar, that is not entirely true, as there are clear differences between them. They have completely different pros and cons and can’t fully compare, as their uses are quite conflicting.

Instagram has more users, and is more focused on original, fresh content, whereas Pinterest is more accessible from various platforms and is more beneficial towards linkbuilding and generating website referrals. Basically, it completely depends on your needs and requirements as a business, as to which one to choose. Or, if you are still stuck with your decision – choose both!

 

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If you would like to learn more about both Pinterest and Instagram as social media channels, and how they can benefit and support your business, please take a look at our social media services here! (Additionally: more details about Instagram here, and more about Pinterest here!)

Bright Yellow Creative can help improve your visual social media marketing, which will boost your business and brand!

So, if you would like us to help you by setting up, or monitoring and adding to, your Pinterest or Instagram account for your business, please contact us here today!

Our Coworking Community – Join Indycube Today!

Our Coworking Community – Join Indycube Today!

With more people doing freelance work, working for themselves or working in small business startups, there are more people than ever without an office space in the traditional sense. This means a lot of people have begun working from home, or from cafes and libraries, or whatever suits them. However, what if you are someone who finds a more social atmosphere is the most productive? Many people gain enjoyment from a more traditional office environment, and find it to be the most beneficial way to work easily without the potential distractions of home or a public area.

The term “coworking” was first launched in 1999, by Brian DeKoven. He coined it as a description of an environment that facilitated collaborative work and business meetings. Then, in the same year, one of the first coworking studios opened in New York City, called 42 West 24, although it had been open long before the term became popular. Then, in the UK, the first official coworking space wasn’t opened until January 2005 in London. However, “coworking” only became popular in March 2007, when it was trending on Google Search. Soon afterwards, in October 2007, it was listed as a term on Wikipedia.

Since then, coworking has only expanded in popularity and many offices designed purely for coworking have been founded. It is easy to understand why the demand for coworking spaces has developed so rapidly, as there are many positives to working in such an environment. However, you can’t undertake an organic Google Search of the term without finding a few horror stories about the negatives to coworking. The pros easily outweigh the cons on this one, though.

Pros

In starting up your own business, or working for yourself beneficially, it is paramount to create connections and utilise networking in order to succeed. This is one of the main benefits and positives of a coworking environment – everyone you meet and work with is a potential network connection, or even a client for your business. Through coworking, you meet dozens of people simply through working alongside them during your normal day. Whereas, if you were working alone, it would be more difficult to connect with new people and potential clients.

Asides from the networking factor, the people you work with in a coworking space can benefit you and your business in another way. It is proven that working with people who are likeminded and similarly creatively driven would help enhance those skills in you. Ideas people thrive in a situation where you can bounce ideas off others, as it creates a more stimulating environment. Other people and businesses are willing to help you out in a coworking environment, and often an exchange of services can be given. For example, a website designing business may work in the same coworking space as a marketing business, and they could compliment each other by exchanging certain online services.

In a coworking office space, there is an existing sense of community. This creates a certain feeling of belonging, which you wouldn’t necessarily get from working alone or at home. Your coworking colleagues become your friends, as well as associates, which is one of the most enjoyable factors about traditional office work. It also creates the opportunity to still participate in work events, such as Christmas parties or get-togethers.

A particular main feature of working in this refreshing coworking environment is that most coworking spaces are often very forward in their attitudes towards work, and constantly trying to improve and finding new ways to produce results. This means that you will often find coworking organisations that host events and seminars, which are designed to host new ideas and inventions, as well as showcase up and coming business ventures. These events provide you with the opportunity to learn new things and discover interesting projects, which can lead to growth within your own business and create innovative ideas for ways to improve.

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Working hard at the Indycube Tondu office!

Cons

As with most things, there are downsides – yet, as much as I have asked around for ideas and Google Searched my way through the topic of coworking, there aren’t a lot of cons to create an equal balance to the positives. However, the one recurrent negative to a coworking space seems to be the noise levels, particularly when someone appears to be persistently too loud. Sometimes, if a space is too noisy or crowded, it can become difficult to concentrate and work to the best of your ability. This one works on respect, though; if everyone in the office understood the necessity to keep the noise level at an acceptable level, then there wouldn’t be a problem.

Another potential negative, slightly related to the first point, is that other people can sometimes be a distraction. It is easy to get sidetracked from working by getting involved in conversations with your fellow coworking friends, but that is possible in every job, and you must maintain a level of focus in your work. In a coworking office space, it is possible to listen to music through your headphones, for example, and often the office will have the radio on in the background (at the workers’ discretions).

The only remaining negative I uncovered is the feature of messiness in a coworking environment. This is definitely one of those office complaints in every work area. There are countless jokes online about sarcastic and passive aggressive signs above kitchen sinks, in regards to the doubtless dirty dishes waiting to be washed. This is something that can’t easily be avoided in any work office space situation, as you may often find yourself guilty of slacking off your cleaning duties when there’s work waiting! A factor that’s similar and does relate to coworking spaces, however, is the concern with who provides the general amenities, such as toilet paper, washing up liquid, milk and teabags. Each coworking office space is different, but in general it is the facilitator of the particular space who takes care of those things, but it would be important to check.

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Cowork with us today! #epic

Yet, despite those certain points, one of the main positives of a coworking environment is that it creates freedom for you and your business. The hours are far more flexible than in a typical nine-to-five office job, and, if you work for yourself, you can pick certain days to work in the coworking space and other days you can work from home – whatever suits you! The point of a coworking environment is to be flexible and help each business succeed in their individual way.

Ultimately, coworking is all about the people, who become your friends and motivators in your business. The sense of community is paramount, and stimulates your own business growth and improvement. Coworking spaces themselves are all designed with business advancement in mind: the spaces are generally open and designed to enhance productivity in this professional environment. You have the freedom to interact and generate social and professional encounters, or simply choose not to.

Coworking is a far more stimulating environment for freelancers and small businesses, rather than working from home. The interaction and sense of community generates productivity, collaboration and resulting success for everyone involved.

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Here at Bright Yellow Creative, we work in a coworking office space as part of a growing business of coworkers called Indycube. There are several workspaces available through Indycube, all throughout South Wales currently. As a Community Interest Company, Indycube is not profit driven, which means you can get ideal, stimulating coworking office space at excellent value! (As little as £10 a day!)

The particular office where Bright Yellow is located is Indycube Tondu, which is perhaps the smallest of the Indycube offices, and actually (handily) located in a pub! The coworking office space is brilliant, and full of interesting, likeminded people who can all exchange ideas and stimulus – as well as partake in a minor cheeky gossip about last night’s television. Indycube Tondu is the ideal creative atmosphere to encourage your business’ growth and success, so if you are interested, then try it out for a day!

You can find all of the necessary information about Indycube Tondu here, as well as information about our fabulous facilitator and Indycube associate anchor, Emma Jones!

You can also find other available Indycube office spaces, on the website here – as well as the official blog, Twitter accounts and news features!

Join our community – Come and cowork with us today!

Our Guide to Search Engine Optimising Your Social Media – Part 2

Our Guide to Search Engine Optimising Your Social Media – Part 2

Welcome to the second part of our SEO through social media guide! We have already discussed how to get the most out of your Facebook, Twitter, Google+ and Instagram profiles, which you can access here. In this Part 2, we will explore Pinterest, YouTube, Vine and LinkedIn, and how to Search Engine Optimise these platforms and get the most out of them for your business and brand.

Firstly, a reminder again: for all of the social media accounts, you must ensure certain things are on point, for example: you must use relevant profile pictures, headers or banners, descriptions, URLs, and links or linkbuilding. The various platforms have some differences, but these are usually similar, and you must ensure the information is fully correct.

This is Part 2 of our Guide to Search Engine Optimising Your Social Media explaining how to utilise your social media profiles, and make them work for your business:

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Pinterest

Using Pinterest as a platform to Search Engine Optimise your business and brand is a relatively new method, although it is becoming highly effective. Particularly as, recently, Pinterest created “Pinterest for Businesses”, which is essentially an opportunity to get analytic reports and various other benefits. In order to access this, however, you would need to have an active business page, as well as the newest available version of Pinterest. Here, we are going to guide you through simply creating your business Pinterest account, and how to utilise SEO through the profile.

After you ensure that your profile picture, profile title and URL are all relevant to your business, you can utilise the description tool again. On Pinterest, it is important to keep the description brief and use keywords, using relevant information about your business and brand. Pinterest uses a separate line for your website URL, and allows you to verify your website on the account. In order to verify your site, you would need to upload a file or plugin for your website, including a verification code that Pinterest gives you. Then, your website will appear as verified and it will make your Pinterest account more reliable and legitimate.

Pinterest works as an online pinboard, and the best way to use it for your business is to create a good number of boards on various topics, which all relate back to your brand image and values. Pinterest makes it easy to “like” and Re-Pin relevant content from other boards and users, as well as images and content from other websites, other than your own. However, when you can upload interesting created content from your website, do so, as this will create even more backlinks to your website from this social media platform.

This platform is similar to Twitter, in that it works on a follower basis, and you must follow people in order to generate follow-backs. However, Pinterest makes it possible to either only follow one specific board from a user, or the option to “follow all boards”, which means you are following all of the content that user uploads. This means that it is possible for other users to follow the boards that they are interested in, without necessarily following your entire account, which is helpful as it creates a wider interest in your brand and business. Also, Pinterest is open to allow users to Re-Pin without necessarily following any board, which creates a wider share and potential audience for your profile and brand.

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YouTube

As with your other social media accounts, it is firstly important to choose a relevant title, URL, profile picture and header for your YouTube account. However, make sure to follow their given guidelines and infographic to make the most of your header on your YouTube profile, as it can be tricky! Also ensure to include a relevant, brief page description including good keywords. YouTube is a platform owned by Google; therefore everything you include on the account is searchable in a similar way to Google+.

Google Search contains a video search application where you can find and watch YouTube videos on Google, which means your uploaded videos are all searchable content separately. However, the content included in your video is not included in the search, and they only generate your search rankings through your video titles and descriptions. Therefore, it is important to include relevant titles, which include keywords and commonly searched for terms in your niche market, to help improve your Search Engine Optimisation. YouTube also allows you to include as long a description as you like, and it is recommended to make use of this and write long, keyword-inclusive, descriptions on each of your uploaded videos. Google has access to all of the content in this description, meaning they can be ranked in searches as well.

It is important to utilise YouTube to create original, unique content to share and generate interest in your business and brand. You can share YouTube content and videos over your other social media accounts, as well as embed the videos directly into your website. Using YouTube, your business can create fun ways to convey information to your consumers, rather than through writing, and, in a way, YouTube often serves more as an application to enhance your other social media accounts and website rather than a social media account on its own. However, it is still important to encourage YouTube subscribers and linkbuilding to your YouTube account, as YouTube is a public site where people can access and view your video content without requiring a YouTube account, which encourages furthering your search rankings and traffic to your website and other social media accounts.

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Vine

Vine works in a very similar way to Instagram, only instead of images, Vine is a social media platform based on short video clips. The video clips can only be up to 6 seconds long, and creates a more fun social media video platform to share uniquely created content. It offers another exciting way to share insights into your company, and create more accessibility into your business and brand for consumers. For example, you can share short tutorials, reveal snippets of work information, office space or employees. Vine also utilises hashtags as a search method, allowing users to find video content based on keywords in your videos’ titles and descriptions.

Vine also makes it possible, similar to YouTube, to share your videos and content onto other websites and social media accounts, meaning it is a good way to share information and improve your brand awareness. This is good for Search Engine Optimisation as it creates a web of links back to your website and business over the various accounts. Other people can also share your Vine videos, which would improve your brand awareness. The most successful Vine videos are ones that become viral, meaning they are shared and seen by a wide audience of potential consumers, who will all be made aware of your business.

The most important factor for Vine is to keep in mind your brand image and values, and keep relevant to what you want to convey to your consumers and wider audience. Pick a relevant, searchable account title and description, as well as profile picture, and upload videos that reflect your values. It is also paramount to create interesting content that will interest and appeal to users, and draw attention and traffic back to your website and business, encouraging success and sales.

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LinkedIn

Within the LinkedIn social media platform itself, the search engine results are displayed using an internal set of algorithms to prioritise certain profiles over others. One of the main ways LinkedIn ranks you in the search is through the size of your network and the amount of connections you have. LinkedIn shares results that have at least some connection with the user searching, even if the connection is only 2nd or 3rd level. This makes it paramount to expand your network, and create connections with as many users and profiles as possible, in order to become a prioritised search result.

LinkedIn is very much a platform where businesses can connect with other businesses, and having a business LinkedIn profile helps your business appear more legitimate and reliable for consumers. In order to increase how searchable your business is on LinkedIn, it is important to fill out your profile completely in every relevant area, and constantly use keywords and correct information. It is also possible to use LinkedIn, similarly to other social media accounts, to share information and fresh content, in order to encourage engagement and connections.

One of the main ways you can expand your network and number of connections on LinkedIn is through participating in LinkedIn groups. This increases your LinkedIn profile awareness to other users, and allows you a way to connect to people easily and share information about your business and brand. It is important to use these LinkedIn groups to contribute content and engage with others, and encourage consumers to discover more about your business. It is important to share links to your other social media accounts, as well as your website, on LinkedIn, as well as linking to your LinkedIn from your website and other accounts. This is important in order to become fully Search Engine Optimised on the LinkedIn platform, as well as in a search engine.

Ultimately

the more social media platforms your business expands within, and the profiles you create, will help increase your business’ online presence. It is important to attempt to target all of these separate social media consumer bases in order to expand your brand awareness and Search Engine Optimisation. It is useful to understand how to fully utilise each account separately, however, and learn the strengths and positives that the accounts can bring to your business.

Remember, if you have any further questions about SEO and social media; don’t hesitate to get in touch with us. Also, if you want to read about Search Engine Optimisation through different social media platforms, don’t forget to read Part 1 of Our Guide to Search Engine Optimising Your Social Media here.

Bright Yellow Creative has a wealth of experience in social media marketing, and how to optimise each platform to benefit businesses. We understand the role of Search Engine Optimisation in creating links to your website, and generating interest in all aspects of your brand and its online presence. Improving your search rankings directly widens your business’ consumer base, and therefore increases your overall success and sales.

Discover more about the social media services we can offer here!

We can help your business to improve your search rankings and overall success starting today – Get in touch with us here!

Our Guide to Search Engine Optimising Your Social Media – Part 1

Our Guide to Search Engine Optimising Your Social Media – Part 1

There are two distinct steps in utilizing Search Engine Optimisation through social media: the first is to SEO your actual social media profiles to get the most out of them, and the second is to use your social media accounts in order to create traffic and backlinks to your website. There are several ways that you can SEO your separate social media profiles, in order to create an interest and reliability for your brand. The separate social media accounts allow you to link back to your website in the profile descriptions, and through linking posts from your website in your shared content on your profiles.

However, in order to successfully optimise your accounts, you must discover your way around each social media platform separately, and find out how to make the most of them through their different structures and methods. In this Part 1, we will explore Facebook, Twitter, Google+ and Instagram, and how you can optimise these social media platforms to improve your business.

Firstly, for all of the social media accounts, you must ensure certain things are on point, for example: you must use relevant profile pictures, headers or banners, descriptions, URLs, and links or linkbuilding. The various platforms have some differences, but these are usually similar, and you must ensure the information is fully correct.

This is Part 1 of our Guide to Search Engine Optimising Your Social Media explaining how to utilise your social media profiles, and make them work for your business:

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Facebook

This social media account is arguably the most widely used platform at the moment, and it is very important to get your business and brand on Facebook as a company page. Firstly, in creating your account, you must include the correct business’ title for your page title, and make sure that name is also in the Facebook URL, as well as company description. Facebook allows you to write a short description and a long description, however it is advised that you mainly keep to the short description of fewer than 170 characters. This should be a very brief, but conclusive description, and include keywords as well as your website URL. The reason for this is because the Facebook description is searchable, and keeping it brief but informative is the best way to garner attention for your page.

In order to create interest and ensure people are incentivised to click through to your website, it is important to update your page regularly, and utilise fresh, unique content. This content doesn’t solely have to be from your own website, and it helps to link relevant content from other sites and platforms. However, it is paramount to motivate people to access your website, so always link content and new posts from your website when you can. As well as linking to your website, it is also beneficial to link to other social media accounts in your social media information and descriptions. For example, using Facebook’s longer description as a place to link your other social media accounts, as Facebook doesn’t have a clear place to link to them. It is also paramount to link to your Facebook account from your website, and generate a “web” of links between your website and various social media accounts.

Asides from linkbuilding, another way to SEO your Facebook profile is through adding people and inviting them to “like” your company page. You can do this through your “friends” list, and try to create an interest in your brand. It would also be useful to encourage people you know to share your company page’s content, and invite other people they know to “like” your page as well. The most important way to utilise Facebook is to make sure you are social and able to connect with people easily, and this matters most with other social media accounts as well.

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Twitter

As well as using a suitable profile picture and header, as with other accounts, it is very important to create a relevant, good description for your Twitter account. Twitter works through searchable hashtags, and using hashtags in your description helps you rank higher in Twitter search rankings. Make sure your company name is correct, and your description is relevant and utilises hashtags related to your business and brand. Also in the Twitter description, similar to Facebook, it is important to include your website URL, and keep the description brief overall.

Hashtags are also important, and easily utilised, in your shared content and “Tweets”. As well as helping your Tweets to become more search friendly, hashtags are also used to create trends on Twitter, and people can view the most widely used hashtags at any specific time. It is important to keep relatively up to date with trends on Twitter, and understand the keywords and topics that Twitter users are exploring. Asides from hashtags, another way to make the most of your Tweets and share content that creates interest, is to utilise other media, including images and videos, in your Tweets. Also, create links to your website, and share your created content and posts on that site, as well as creating links amongst your other social media accounts. Similarly, ensure that your website has a link directing your users to your Twitter account, as well as other social media profiles.

In regards to generating followers on Twitter, it is important that you follow people in your industry, niche, or who are similar. Also, aim for the important people in your market, and try and make your presence known through Re-Tweeting them, and following their followers. Encourage people to follow you back, and engage with you and your brand through your Tweets, which will ultimately build a presence for your account. Again, the key to Twitter is to be as social as possible, and make the most of your account in order to benefit your business.

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Google+

Google+ is obviously Google’s favourite social network, which makes it the social media platform that can be most Search Engine Optimised. Also, Google has access to all of the data on your Google+ profile, so everything will be used in creating your search ranking. Other social media accounts don’t give Google access to everything, which makes Google+ more important to make fully SEO throughout the profile. Therefore, after you have created a good, relevant profile picture and header for your Google+ profile, you will need to include a good description. Google+ has a slightly differently set out structure to other social media profiles, however.

For Google+, you would include the description in the section titled “Tagline”, which is equivalent to the brief, keyword-ridden, description on your other social media accounts. Google+ also allows you to include a bigger overall company description in the field titled “Introduction”. In this field, it is important to include as many correct and relevant details as you can, including a link to your website or blog URL. On Google+, there is a field titled “Other Profiles”, where they allow you to add links to your other social media accounts easily. Remember, all of these sections are searchable through Google, and thus it is paramount to utilise keywords and correct information. There are other fields in which you can upload more details and descriptions, including your contact information, which would come up easily in a Google search. Also, make sure to fill in other relevant fields with as much detail as possible, which will all help your business’ reliability.

As far as using Google+ to improve your SEO, it is important to share interesting, relevant content from the Internet, as well as from your own site. Ensure that you share multimedia along with your text posts, such as images and videos, and lots of unique, fresh information that your users will find appealing. Also, link back to your website and share created content from your site, as well as other social media sites. Google+ is all about building connections, and encouraging people to connect to your profile by showing that you are a reliable and well-established business and brand. Another way that Google+ can be utilised to improve the quality of your business and brand, is that you can use it to create a Google verified authorship. This simply means that you can get your name and picture displayed in search results next to your written articles. Google authorship increases the quality of you and your brand, and signals that you are an expert in your field and business niche.

Google+ is, simply put, the most Search Engine Optimised social media account out there, and it has become more important to get your business established on there in order to create reliability for your potential consumers. Using Google+ improves your search rankings straight away, and it is the most important profile to keep up to date and completely keyword-optimised. If your Google+ profile improves in search rankings, it will impact well on your website search rankings, and generate a lot more traffic for your business.

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Instagram

Instagram is undoubtedly the most important image-sharing social media platform currently. Images have become one of the most important ways to utilise social media marketing recently, and Instagram makes it easy to share creative, interesting image content. Businesses have begun using Instagram more than ever, and use their social media account to share insights and interesting information about their business and brand with their consumers.

Instagram makes it possible to become more Search Engine Optimised as it also utilises a hashtag system, where users can add a description and hashtags to their images, in order to make them more searchable and user friendly. Instagram also makes it easy to input these created images onto user’s other social media accounts, including Facebook and Twitter, which enhances your web of links and generates more traffic back to your website. Also, if you make sure to create your Instagram business account as an open, public profile, it can be reached and accessed by a wider audience who don’t need to have their own Instagram profile.

The image platform differs to Pinterest, which also works as an image-based social media platform, as Instagram promotes unique user-created content, rather than Re-Pinning other users’ content, which Pinterest is based on more. This means your business can utilise the platform to become more user-friendly and accessible to your consumer base, and share content relating to your business, or workspace, for example. Also Instagram doesn’t require a lot of written description or content, so it is important to utilise your username as your business title, and give a brief description in the header.

Instagram works on a follower basis also, making it important to follow important people in your business or market, and try to encourage followers from people interested in your niche. Also, you can get people to connect and engage with your shared content and images through utilising hashtags and searchable keywords, where users can “like” your images and connect with you directly. Instagram is becoming bigger and more popular than ever, and is not a social media platform to be underestimated.

Stay tuned

for Our Guide to Search Engine Optimising Your Social Media – Part 2, where we’ll explore how to SEO your business Pinterest, YouTube, Vine and LinkedIn accounts!

Remember, if you have any further questions about this topic; don’t hesitate to get in touch with us here!

Also, discover more about the social media services we can offer here!

Bright Yellow Creative can help your business Search Engine Optimise your business to improve your search rankings and overall success today!