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10 Types of Social Media Posts That Drive Engagement

10 Types of Social Media Posts That Drive Engagement – and leads!

Posted by Michael Auer

Jan 20, 2017 8:30:30 AM

If generating leads is the primary objective of social media marketing, engagement is the driving force behind doing so.  Each post represents an opportunity to drive visitors to your website and open the lines of communication.  Every click, follow, like or share is essentially the beginning of a conversation, whether it be by direct means or through information sharing.  Since acquiring quality contact information can be expensive and risky depending upon your source, social channels offer an opportunity to communicate directly with the people who have shown interest in your company.  Social media posts come in many shapes and forms and a diverse selection will provide a dynamic environment for thought leadership.  Think of your social pages as individual websites built to educate and entertain your target audience.  Each site serves a different purpose and the type of content will vary but your message should remain the same.

Company Blog

Company Blogs are best suited for LinkedIn, Facebook and Twitter.  If distributed properly they can serve as a key source of lead generation.  Sharing your posts to relevant discussion groups will open up conversations about the solutions that you provide.  Pose questions along with your attached blog to invite people to interact with your post.


Infographics are a great way to communicate analytical data in a more aesthetic form.  Charts, graphs and time lines are much more appealing and help you to highlight meaningful statistics.


Memes are some of the most shared pieces of content and many have become iconic pieces of the online world.  It’s not to say that posting a humorous meme will make you an internet sensation, but a quality piece can help you stand out from your competitors and get noticed.  It’s important to know your audience and ensure you represent your company in a positive light.


Video has become essential for online success and it gives you the ability to display the human side of your company.  There are several types of videos you can post including company overviews, client interviews and education pieces.  While videos are featured on YouTube, they are well suited for nearly every social channel.

Unpolished Content

Unpolished content consists of posts that are spontaneous and speak to a certain event or occurrence.  Although not as highly edited these posts allow you to take advantage of the newest trends and hot topics.  These types of posts can include comments about an experience at a tradeshow, an ongoing sporting event or a charitable function.  These types of posts will work best on Instagram, SnapChat and Twitter as the shelf life of posts on these platforms is relatively short.


Surveys encourage visitors to share their opinions and can provide you with valuable information about your target market.  They should be short and easy to complete.  Be sure to communicate the results and provide something of value to the participants.


Contests are a fun way to increase and engage your audience.  Those that may have been reluctant to download your content may be persuaded to share their contact information in exchange for a prize.  Depending on your industry this could include a new product or free service.  This will also give you the opportunity to show off the quality and reliability of your company.


Redirects are posts that are created to promote the different platforms where your content is available.  When someone follows you it’s a good idea to send them a message that thanks them and provides a link to your website, alternate social pages or content.  When someone comments on a post, include links that help to further the conversation.

News Releases

News releases that highlight strategic partnerships, new clients and charitable contributions help your online reputation and can bring attention to a worthy cause.  Showing the human side of your company will help you develop trust with your prospects thus encouraging further engagement.

Social media is a an integral part of any inbound marketing strategy.  Click below to download our Free eBook “Are You Playing With A Full Deck: 52 Tips To Improve Your Inbound Marketing Strategy”.

Read the full article here.


Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with



This is how to configure your company website for 2017

I thought this was a pretty good summary posted by Mungo Park.  You can see the full article here as well.



There are a variety of technologies and techniques you can use to get your website to work harder for you. Structuring your site correctly helps you capture data and followers, produce enquiries, increase your influence and generate revenue.

If you are creating a new website or if you want to improve your current one, here are a few things to consider to optimise digital performance.


Digital Strategy – Businesses are increasingly ‘going digital’ and this requires a digital strategy that is aligned with your business strategy. Stop thinking about your website as a shop window and consider it as more of a central platform for communications, marketing and sales.

Social Media – Running a successful digital strategy requires an effective social media presence. Social media is the backbone that drives digital performance.

Search – SEO or SEM should be by-products of good content creation and deployment. Put a solid plan in place to make sure the whole business is operating from the same set of rules. Good search strategies require a content-led approach, on-site optimisation and effective distribution.

Domains and Microsites – If you have multiple sites across different businesses or divisions, you’ll need to audit how they are structured and interlinked. Companies often have multiple sites that end up competing with each other and diluting overall performance.

Inbound – “Inbound marketing” is becoming a digital configuration standard for all industries. Whether you sell products online or use communications and marketing to improve your authority, reputation and expand your network – the roadmap to adopting a truly inbound methodology will transform the way you think about digital strategy for your business. We use HubSpot and are an official HubSpot partner.

On-site Optimisation

UX – Define the user journey you would like people to take through your site. If you have multiple persona types (customer, investor, partner, media) then create separate journeys for each user to reach their relevant “destination of interest”.

Responsive – Ensure the user experience works well on all devices.

Alerts – Set up systems to notify the right people of key events.

Social Media Accounts – Clearly present all social media accounts where you have a presence. This includes auto-follow buttons for Twitter and LinkedIn. Present YouTube, Google+ and other accounts too, where relevant.

Marketing and Communications

Email Marketing – Staying in touch with your relevant personas can be an important part of your communications. It also brings people back to your website creating an important cycle which boosts the performance of your site and rankings which then attracts more people to your site organically.

Marketing Automation – Ensure the correct systems are in place to automatically respond to generic enquiries and reduce human interaction for initial enquiries, new follows and entry level contacts where possible.

Video – Video is the most effective medium for communications and marketing online. It generates more clicks, likes, shares and gets people to spend more time on your website, which in turn improves your Google ranking, which then boosts search. It is also more likely to generate an emotive response and be remembered. This is a virtuous circle for any digital strategy.

Verifications – Your website will need to be verified in order to provide a richer experience on many social networks. Twitter requires website verification to provide access to Twitter card. Verify with YouTube for cards that can link back to your site. Google requires you to verify site ownership so it can crawl your site and apps perfectly. Google My Business has postcard verification for all services including Google Maps and Google+.

Metadata and Structured Data – It is important to clearly present all of your content to search engines. Use metadata to specify page descriptions, keywords, document authors, dates modified, and other information. This information can be used by browser, search engines and on social media to simplify how information about your site is read and presented.

Mentions – Set up systems to monitor when your company is mentioned externally to your site or when new links to your site are established.

Data Capture

IP Tracking – Capture as much information as possible from your daily traffic. IP tracking will give you insights into the names of businesses that visit your site and the pages they have visited.

CTAs, Forms and Landing Pages – Alongside your user journey, there should be a series of CTAs (Calls to action), landing pages and forms to get people to sign up – this should be for all aspects of the business including investor relations, newsletter, communications, marketing, partnerships, HR.

Conversion Pixels – You can install pixels or tracking codes to connect your social accounts to your website and collect data from visitors. Twitter, Facebook and Google all have tools that you can use to help collect data (NB LinkedIn does not). This helps you build a relevant audience based on visitors to your site which can be used for remarketing. Tracking codes from content syndication sites like Taboola and Revcontent can also be installed.

Ranking and Analytics – Measure performance and benchmark your results. Using systems like MOZ, Alexa, SEM Rush and Google Analytics can help set the standard for your website performance and rank how pages are performing. Here are a few examples of things you should be tracking and trying to improve:

  • Website visits
  • Organic traffic
  • Mentions
  • Bounce rate
  • Keyword rankings
  • Conversions (i.e. for enquiries, email subscriptions, social interactions and followers)

Final Note…

GDPR – General Data Protection Regulation will be coming into force on 25th May 2018. While the date is still reasonably far away it is important for companies to start thinking in advance about how they can be compliant. GDPR regulates how and why companies capture, store and use personal data and will affect most companies. Start mapping out what you are doing with the data acquired through your site from a legal and IT perspective which will need to be clearly documented and easily presented when called upon to do so.

Hope you found it as good a summary as I did.


Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with