Best time to promote and how to monetize using digital marketing
Monetize your content
We would be looking at two very important, yet different aspects which are in a massive way even related to each other when it comes to running ‘digital marketing campaigns’ as a content marketer or a social media influencer or a digital marketing professional.
Firstly, let’s discuss the aspect of content promotion and the best and worst times to promote your content across few popular social networking platforms:
On Facebook:
- Best time: 1 pm – 4 pm
- Worst time: 8 pm – 8 am
On Twitter:
- Best time: 1 pm – 3 pm
- Worst time: 8 pm – 8 am
On Google Plus:
- Best time: 9 am – 11 am
- Worst time: 7 pm – 7 am
On Pinterest:
- Best time: 2 pm – 4 pm and 8pm – 12 pm
- Worst time: 5 am – 7am
On Blog:
- Best time: 11 am
- Worst time: 11 pm to 8 am
On LinkedIn:
- Best time: 7 am to 9 am and during 5 pm to 6 pm.
- Worst time: 10 am to 6 pm
Did you know that B2B has 14% more engagement during weekdays and B2C has 17% higher engagement during weekends when you promote your content?
Do note that across different industries, time zones, consumer age groups, these timings do vary to a certain extent. For eg. If you have a global audience, consumers across different countries, industries and age groups, then you need to promote relevant content across those age groups and time zones to reach out to different target audiences accordingly. This is where consumer research and social media research reports come very handy.
How to monetize your content:
First, let us look at the current scenario of “online advertisements”.
Can you choose to “skip ads” on your regular television set while watching your favorite program or choose to not have any advertisements in your magazines, newspapers etc?
Well, for majority of the users, my guess is ‘no, you cannot’.
Who am I kidding? It’s a simple and straight No!
But, unlike the advertisements that show up frequently around your television programs or in your printed magazines and newspapers; the websites on the other hand, give users majority of the times, the option or “CHOICE” of whether they wish to view the ads or no. This has also brought forth great debates from the two main opposing parties (for eg. those who promote online ads and tracking tools and those who support or create ad blocking software’s etc)
However, the internet gives users the power to democratically customize their viewing experiences while online, irrespective of whether they are reading content or watching movies, or playing games on their mobile apps etc and they get to ‘decide’ whether they wish to see the ads or no!
One important aspect you need to keep in mind while using ADVERTISEMENTS for monetizing your brand’s content across your social media profiles or blog etc is that the content you share as an ‘AD’ needs to be someway related to your brand and or the general tone of that site, categories and topics discussed on your blog and or the brand image you desire to create using your social media profiles.
Types of ADS you can use to monetize and few core statistics:
Did you know?
Video Ads:
- Did you know that advertisers serve approximately 15-18 million impressions per night across sites through video ads.
- They have an average of around 12-14% CTR across mobile and similar handheld devices
- Use video ads with great caution and planning. You need to capture and pass on the “tagline” or punch-line message of your brand in the first 8-12 seconds, or you have already lost that customer to the “skip video” button!
Banner ads:
- Did you know, that banner ads have an average of 0.1 – 0.3% CTR. They are so passé! Seriously, when was the last time you clicked on a ‘banner ad’ directly promoted on a site unless they have been through ‘search ads’ for eg, using Google Adwords wherein the content shown or AD shown to you is relevant to the users search and browsing experiences.
Interstitial Ads:
- They are not much advisable to a great extent unless they are truly creative and extremely well planned since they have the tendency to forcibly occupy the larger real-estate of your screen to show the ad for “x no of seconds”only after which the user gets to click on the skip or close option and view the content of the site. So ensure to choose it wisely. I love the HBR interstitial ads for two reasons, they are simple text based creative which loads quickly and can be immediately skipped too in case you don’t find it relevant, though these type of ads on the Forbes website sometimes stay for a longer time that I would want to welcome it!
Native advertising:
- Native advertising is a form of advertising which cleverly blends with the content on that site. For eg. promoted videos and or articles across blog posts etc or using music and other media with search advertising tools, Twitter’s promoted Tweets, Facebook’s promoted stories, placing sponsored content alongside your editorial content with content marketing etc. They can be very effective too, for eg, the extremely popular Spotify’s native ad on Buzzfeed titled “20 things that affirm Led Zeppelin is the Greatest Band to Ever Exist’ in which the readers shared the post over 8,500+ times across social media channels.
- Incentive based rewards as ads: These are very powerful in the case of games, applications on mobile devices etc. wherein a user is asked to view a video as a bonus for completing a level. These type of ads make use of “the positive state of mind” of users to showcase the content by placing the ads at the times when the user has been rewarded with an incentive as part of the gaming or app experience.
Adsense:
- Adsense from Google is another way in which brand’s or content marketers monetize their site. But keep track of these very closely, since, they showcase ads based on your site’s content. Now if your site is a ‘KRC’ as in a knowledge resource center of articles and posts, including sponsored content, then it may so happen that your content (monetized already and promoted and paid by a brand to you) is next to an advertisement showcased through adsense which displays an AD of a competitor of the brand whose post or article you have just shared.
There are a lot more ways in which you can monetize your content as a digital marketing and or content marketing professional.
Do feel free to share your views, comments, feedback with me, would love to hear from all of you. Have a great week ahead.
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Be Well
References: Hubspot, Adweek, Socialmediatoday, kissmetrics, mashable, addthis, marketingprofs, business.linkedin, Social media marketing brand ROI Book
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