The Found Gen

Marketing That Works.

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Character Limits on a Meta Title: Are They In The Right Range?

Businesses everywhere are struggling now more than ever to keep up with the fast pace of technology and its impact on advertising. These days the answers to everyone’s questions rest in search engine results, and getting your business’s message to appear near the top of Google results depends on how strong your meta title (and meta description) is.

What’s a Meta Title?

Put simply, meta titles show the name of a web page. It’s the headline that you see on Google and are a main factor in correctly indexing a given page on your website.

What’s a Meta Description?

Meta descriptions are the HTML attributes used to summarize in what your website is all about. They are literally the text you see in the results that appear after you have entered a search. For example, if you were to ask Google “Who sings that Italian song from ‘The Sopranos’?”, among your mixed results you would find several blue hyperlinks (meta-titles) to various websites with a few words (meta-descriptions) that give you a little more information about what the site contains, all before you eventually were able to discover and put “Con te Partito” on repeat and identify with Carmela.

The goal here is obviously to get your message as close to the top as possible and persuade users to trust that message enough to click on it.

How to optimize your meta title and meta description

Brevity is the soul of wit, and the programmers responsible for social media and search engines know this. Twitter, Facebook, Instagram, Snapchat, et al know their audience and distinguish themselves from Polonius by putting limits on their content, appealing to short attention spans everywhere. Search engine giants are no different. Just type “what happens to hamlet” in any search engine, and of the 4,690,000 results that come back in 0.34 seconds, some number of the top 10 will have meta-titles and descriptions that both spoil a wonderful story and are cut off and shortened by ellipses…

This is because search engines truncate results that are too long. When filling in your meta-data, use your keywords intelligently but economically. Create a compelling and concise description—ideally between 150-160 characters long—that is both readable and relevant to increase click-through rates and get the most out of your search marketing.

It’s worth noting that the meta description tag is not something Google’s algorithm takes into consideration when delivering results. It’s real marketing value rests in the people who actually read it, for oftentimes it is the first thing people will read about your business.

So keep it short and sweet and describe the content as accurately and colorfully as you can. If you need more help coming up with a meta-tag to boost your search marketing results, feel free to give us a call today.

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5 Grammar Mistakes That Always Get Missed

As a writer you always notice the little grammar mistakes people make when they write. Someone ending a sentence with a preposition, employing a redundant modifier or using “literally” literally any chance they get. It’s enough to drive a person mad—or at least distract you from what they were actually talking about (see?).

For your business the consequences are just as real. The content you put out is an extension of your business, an undeniable representation of your company that is open for consumer judgment. “If they don’t even know the difference between it’s and its, how can I trust they will be able to deliver on their promise of ____.” The relationship between the grammar mistakes you make and the quality of your business may seem alien and unfair, but it’s a reality of the business world we live in—trust us.

They’re, Their, There

A grammar eyesore you no doubt come across on a daily basis in emails is the incorrect use of they’re, their and there. It’s pretty simple, really: One’s a contraction, one’s possessive and one has to do with place. Use they’re when you want to shorten they are. Use there if you could point to it (“over there”). Use their when you’re describing someone’s something. You know the difference between the three, but it’s a good idea to always double check your correspondence to make sure you’re using the right one in the right context — it’s way too easy to make these grammar mistakes even knowing the rules.

There, there–you’ll get the hang of it.

Me and I

You’d think that people would have a solid grasp on the proper use of two of the most selfish words in the English language. Nope. Me and I are two of the most misused words, especially when it comes to writing a sentence with yourself and another group. For instance, you may read, “Scan the documents and send them to Jennifer and I.” But take “Jennifer” out of that sentence and it sounds weird. That’s because I is the object of that sentence—and I should not be used as an object.

To help remind yourself which one is right and when, say the sentence to yourself excluding the other group (“Scan the documents and send them to me”). If it sounds right, it is.

Run-on Sentences

“Brevity is the soul of wit,” but you wouldn’t know it based on the way some people go on and on and on when they write. As the writer, it’s your responsibility to make it as easy possible on your reader, if for no other reason than to keep them reading. One way to do this is by using commas before coordinating conjunctions, such as for, and, but, or, etc. These FANBOYS are useful in separating independent clauses—complete thoughts with subjects and predicates—and commas are their companion cues that help your reader know a new idea is approaching.

Commas

If you’re thinking about using a comma to pause, Ernest Hemingway and William Faulkner would like to have a word with you and the rest of the writing world. Despite their disdain towards the use of commas, their use and misuse are both quite popular. Here are a couple of rules to keep in mind to make sure your commas are properly filling their role:

  • Conditional, or if-then, statements require a comma to separate the premise from the conclusion. In other words, if you are setting something up, then be sure to put a comma before the “then.”
  • Coordinating conjunctions that separate two independent clauses need a comma to come before them, and that’s all there is to say about that.

Alot and A Lot

You’ll clean up a lot of your grammar mistakes when you realize alot isn’t a word; it’s two.

There are literally an infinite number of additional grammar sins individuals and businesses alike commit every day. But it’s never too late to get back in the good graces of grammar. Feel free to reach out and let us help cleanse your writing and purify your content today.

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Tips For Writing a Great, Click-Worthy Subject Line

Why blog? Why email? Why send anyone anything if they’re not going to read or respond (sidenote: why did you click on this post? Was it the title)?

Most people will tell you it’s about impressions. And most people wouldn’t be wrong…per se. When you get down to the nitty-gritty of it, marketing (content or otherwise) is genuinely about impressions. Magazines are ranked by their impressions, not their subscriptions. Same goes for periodicals. Since most content and publications have moseyed on over to the world wide web, impressions are even more important. People now measure your viral to organic ratios of impressions. So, it’s pretty safe to say that impressions are pretty damn important.

But are they it? You know, the big proverbial it.

In the grand scheme of content and online marketing, we’re looking for more than just impressions. We want clicks. Conversions. Sales. So, how can you drive those things? Especially when most people, including myself, are quick to ignore a sales-driven email that arrives in our inbox?

It’s All About That Subject Line

People, in general, are pretty easy to understand in today’s world. Life is busy. Time is limited. Connections need to be made swiftly and they need to have a point. The very same goes for your email marketing strategy. You need to capture your consumer’s attention in pretty much 6 words or less (just so you know: we spend about as much time on the subject line as we do writing & designing the whole email — it’s that important). Here are some great tips to shortening up your subject line to drive a higher open-rate and generate more sales from email.

Get to The Point: Don’t beat around the bush. Keep your subject line succinct and a fair assessment of what your reader will get if they open your email. Simple is your best friend when it comes to writing subject lines. People don’t need eloquent subject lines, they don’t need stories either. The more direct you are, the faster it is for them to skim over the subject and decide quickly if they want more.

Avoid Spammy Buzz Words: Free, New, Today Only, Sale, Buy, Don’t Miss Out, Your Only Chance, Free, Once in a Lifetime, Opportunity, Free, Download, Free. While fun, these words will fast-track you to the “spam” folder in most inboxes. If you’re lucky enough to get by the spam filter, then you’re dealing with humans who have bee pitched to with enough sales-y garbage to know better.

Give ’em Something to Read About: Content, Content, Content. Despite the fact that we can all argue that people are reading less today than ever before, we can’t argue that people are reading MORE of what they want. Recent studies have shown that consumers today will read a 1200 word article on something that catches their attention but not even bother with a 200 word blog post that doesn’t quite give them something they need. We’re all looking for advice, for insight, for quality content. So, be sure to provide something useful inside your email that your audience can grow to rely on.

Think About What You Open: Take a look at your inbox. Scroll through all the emails that you receive. See which ones catch your attention. Start from there. Once you understand what you’re opening and reading, you’ll get a better feel for what others will open and read. More often than not, what you’re opening are subject lines that are providing you with something you want–while also sharing a bit of who they are. Whether it’s “The Only Bag You’ll Need” from J. Crew or “This Week’s New Music” from Spotify, there’s something in there that will catch your attention. Take a gander and then take a shot at your own subject lines.

These days, time is tight. So, if you don’t have the time to kick-off a killer email strategy, go ahead and outsource. There’s a lot going on in the wide world of online and content marketing. Make sure you’re not getting left behind.

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3 Ways To Add Mojo To Your Email Newsletters

The day Google decided to move all marketing emails into their own filtered tab, I knew we were doing something right for our clients. While most people started to fret about the dreaded “promotions” tab, I got excited. Yes, it meant that businesses were sending so many emails that Google felt it needed to funnel them to a separate section. But it also proved that millions of readers were signing up for email newsletters.

Whether it’s to get wind of the latest sale at their favored retailer or to receive tips and tricks from industry leaders, people are signing up for newsletters at an exponential rate. Email is the preferred method of communication today. On top of that, good email newsletters are easy to make, fast, and most of the time–direct.

Some of you may still be thinking “yes, but I delete over 90% of the email newsletters I receive.” I get it. I do too. But what about that other 10%? Surprisingly enough, some of the most successful email campaigns today only receive a 10-14% open rate and a 3% click-through rate. While those numbers may seem low at first glance, you have to take a look at how that computes numerically. A 10,000 person subscriber list could get 1,000 opens and 30 click-throughs–with an average price point of $100–that’s an easy $3,000. From one email. And that’s if you’re getting the low-end of the response rate.

So, how do you go about getting a higher than average open and click-through rate with your email newsletter? There are a few tricks we have up our sleeves that I don’t mind sharing with you. Our clients average a 25-35% open rate. We’re proud of that. And we’re not of the “keep it secret, keep it safe” mentality. So, here’s a look at our special sauce.

3 Ways To Generate A Higher Open Rate

  1. Subject Line. Subject Line. Subject Line. Leave the SPAM-lines to your competitors. No one wants to see certain words pop up in their inbox. It’s a quick route to an immediate delete if you use certain key words like “Free,” “Get Noticed,” “Try Now,” “You Won’t Believe,” “New.” Basically, anything that you think you want to say to catch someone’s attention will probably place you on a SPAM list. Subject lines are meant to connect you to your reader instantly. So, connect with them. Get to your point–but be you. J.Crew is probably one of my favorite examples of getting it right. Lines like “Our favorite new layering trick”–gets me clicking every time.
  2. Design. Please stop sending email newsletters that look like a regular email. We’ve all been exposed to the clean, beautiful designs that others have sent forth. It’s time to upgrade. There are a bunch of great platforms that provide easy-to-use templates and tracking systems. Mail Chimp, Constant Contact, and Emma are just a few we like. Add some color and some images to your design and you’ll see a huge boost in sales.
  3. Be Direct. People don’t have time to read a mini novella. Get to your point quickly and succinctly. There’s no sense in losing a customer because you keep sending verbose emails with a tiny call-to-action at the very bottom. We want to know what you’re offering. If we get it quickly–we just may buy quickly. There’s no need to waste your time writing something word-heavy. Say what you mean to say and hit send.

Email marketing is sticking around, so it’s important that you learn how to use it to your advantage. Try these few tricks and let us know how they worked for you.

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Quick & Easy Marketing Tips

You’re full of good ideas, and this time you’re sure you’ve captured lightning in a bottle. Only problem is you don’t have an effective way to engage your audience and let them know about it. What’s the next big thing if you can’t share it with anybody?

Getting the word out about your product or service takes both time and a plan, and the goal is ultimately not just to reach your target audience but to grow it. With that in mind, here are a few marketing tips so that you can connect with and engage your prospects and take your business to the next level.

Marketing Tip #1: Get Social

Social media isn’t going anywhere, so your marketing efforts need to meet people where they are. If you haven’t already, create business accounts for your brand on all the popular social media outlets: Twitter, Facebook, LinkedIn, etc. Then get active.

Post articles, tweet links and pin boards relevant to your brand to get the conversation started, which will in turn establish you as an industry expert and attract potential clients. It’s also a good idea to post FAQs and How-To guides. Providing this level of customer service online will improve your business’s reputation and ultimately increase sales.

Marketing Tip # 2: Giveaways and Contests

Who doesn’t like free stuff? Whether you’re planning special event or promoting a new product or service, if there is something that can be gotten for free, we guarantee people will flock to it. Giveaways and contests are excellent marketing opportunities for many reasons. You reach a wider audience by word of mouth and sharing online. That larger audience gets to try out the product or service risk-free. And, if all goes well, you build relationships through the promotion you otherwise wouldn’t have and create customers for life. That brand loyalty is the holy grail of marketing.

That being said, let’s get our TFG warning out of the way now. Contests also run the risk of being ‘overdone,’ not creative enough, or even not lining up well with your brand’s overall message. It’s important to ensure that any contest you run has a point (and one beyond just sending more likes to your Facebook page). Consumers know when they’re being hustled. And these days, the goal is to build a bond–not tear one down. So, just be sure that your contests are engaging and worthwhile.

Marketing Tip #3: Keep It Simple

Though it may seem scientific and multifaceted, marketing does not have to be complicated to be effective. Your customers will appreciate a simpler approach as well, for the fewer decisions they have to make when encountering your product or service, the fewer interruptions they have to the buying process. Keep your message short and sweet, and after the sale make sure you follow up. An email newsletter is an excellent way to touch base with customers to both show your appreciation for their patronage and deliver useful information about upcoming events.

You don’t have to reinvent the wheel to succeed at marketing your business. The wheels are already there. You just need to use them effectively to drive your business to the next level. If you need any help reaching your goals, or just want to follow up on some of these marketing tips, feel free to contact us here at The Found Gen.

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Facebook, Twitter and the Ongoing Battle for Attention

It’s 10 a.m. Do you know how your social media marketing is going? You’ve scheduled your posts for the next day, responded to comments and are filtering through your feeds. Social media marketing consumes more and more of our time, so how do you prioritize?

In many cases, a company’s presence on Facebook and Twitter is of the utmost importance. It connects a brand or message with users in the digital realm. The value of using Facebook or Twitter, though, relies solely on how well you take advantage of each platform.

Let’s break it down:

  • Facebook allows you to access a social network. You get information about your Facebook audience and followers—see demographics. With Facebook, you can see what they like, who they are and what they’re passionate about. You see user habits—when they’re online and what they’re doing. Connections are made. Communication is shared. Facebook is great for learning more about your fans and measuring actions.
  • Twitter is about sharing information. This stream-of-consciousness platform shares breaking and real-time news. See how well your campaigns worked. View your followers’ level of engagement with your posts. Overall, Twitter allows you to see the effectiveness of your work.

Engagement Over Activity

Facebook and Twitter should be used for measuring engagement — any social media marketing campaign worth the time focuses on engaging people and not just churning out posts. Analytics tools give business owners a clear picture of what’s working and what’s not working…on social media.

Here’s the bad news—Facebook and Twitter, while still boasting millions of active users and businesses, are moving targets, much like SEO or any online marketing. Evolving algorithms dictate how easy (or hard) it is to get in front of your customers. As these social media platforms change to a pay-to-play structure, it’s easier to measure the effectiveness of your social media efforts, but it’s more challenging to boost your organic, unpaid reach.

The good news? This ain’t no fairytale, but there’s a sweet ending. Great content will outlast and outlive any social media platform, algorithm update or revolutionary change. Period. Yes, content must adhere to the latest standards of the platform. That means keeping posts fresh, relevant, interesting and rich with images or links. That means conducting honest interactions instead of leaving your account on autopilot. Where there’s interesting information, clear messaging and engaging content, users will listen.