Copyrights, trademarks, and patents are somewhat complex topics. However, they each can have an effect on the way you run your WordPress site, which makes understanding their basics important.The good news is you don’t need to hit the law books to figure out how each of these elements impacts you. In this article, we’re going to discuss the difference between copyrights, trademarks, and patents, and how WordPress is licensed. Then, we’ll talk about what elements of your site you need to protect and how to do it. Let’s get to work!
What’s the Difference Between Copyrights, Trademarks, and Patents?
Before we dive into how these elements affect your WordPress site, it’s important to know what their differences are. For now, let’s keep things simple and talk about them one by one:
- Copyright. Think of this as proof of ownership over the content you create. For example, if you’re running a WordPress website you can copyright your graphics and content (and we’ll talk more about this later on). On top of proving you’re the owner of your content, copyrights also govern how others can reproduce, imitate, and distribute it.
- Trademark. Unlike copyrights, trademarking isn’t about protecting your content, it’s all about your brand. Using this method enables you to claim your website’s name, domain, logo, and any other symbols representing your brand. That way, other people can’t use them to deceive your visitors and customers without breaking the law.
- Patents. This type of protection is reserved for unique business processes and technologies. However, you can’t patent a website as a whole (in the vast majority of cases).
Before moving on, let’s talk a bit more about patents. There’s a common misconception that almost any idea can be patented, but it’s not quite true. In fact, it’s likely you won’t be able to obtain a patent for your product unless you can prove it’s unique (and non-obvious).
To put it simply, if you run a simple WordPress website, you probably don’t need to think about patents. That is unless you’re offering a service you can prove is unique and innovative. If you just want to protect your intellectual property, copyrights and patents are the way to go.
How is WordPress Licensed (And How Does It Affect You)?
Most of you probably know that WordPress is open-source software. What you might not know is that it’s available to the public under the GNU General Public License (GPL). Let’s break down what this means:
- You’re free to run the platform for any purpose you want.
- You can have access to the platform’s code and modify it to suit your own needs.
- It can be freely redistributed. This means you can share the platform with other users if you want, instead of having them download it directly from the developers.
- You can also redistribute the platform including any modifications you’ve made to it.
This last point is particularly important for you as a WordPress user because it also covers ‘derivative’ works. In WordPress’ case, both plugins and themes fall into this category. It means you can create either of those two options for any purpose, and distribute them without having to pay the original developers.
Plus, if you’re a developer, you can also charge any price you want for your plugins and themes. The only caveat is that they must be made available under the GPL license as well without any additional restrictions. This is where things get a bit confusing if you’re a WordPress user or developer, so let’s discuss what this means for you:
- You only need to adopt the GPL license if you plan to distribute your plugins or themes. If they’re meant for private use or a particular client, that doesn’t apply to you.
- If you want to, you’re free to charge extra for technical support and other similar tasks. That’s why you often see plugins and themes available for purchase under limited-time licenses. In that case, you’re not just selling your work, but also your expertise.
- You can sell your work. However, according to the GPL, once someone purchases it they can also distribute and charge for it.
If you’re a developer, you might be worried about that last point we covered, so let’s elaborate using an example. If you create and distribute a WordPress theme under the GPL (which it must be), anyone who purchases it can legally access its ‘source code’, modify it, and redistribute it. In WordPress’ case, that refers to its core PHP files.
What they can’t do is copy any other part of your work, including bundled graphics, and CSS customizations. That means they can’t just take your theme and resell it under the same name to pocket the profits. In that case, they would be breaching its license and be open to legal action.
Do You Need to Copyright Your WordPress Website?
echnically, you don’t need to copyright your WordPress website – at least not under US law. That’s because websites are considered ‘original work’, and they’re copyrighted from the moment they go live. The same law applies to other types of creative work as long as you document them in a way you can prove, such as writing them down or recording them.
The question is, if you don’t need to copyright your site, why do so many pages on the web bother to include notices to that effect? A lot of them do so as a deterrent to would-be copycats, while others may include them because they actually went to the trouble of registering their copyright.
While a copyright isn’t strictly necessary for every site, it can come in handy. At least in the US, registering this proof of ownership makes it much easier to prosecute anyone copying it. For other countries, the situation could get muddier – so we recommend doing some research with an expert in your particular nation’s law.
What Elements of Your WordPress Website Should You Protect?
We’ve already talked about copyrighting your site, but that isn’t the only thing you can do to keep it safe from a legal standpoint. Let’s check out some of the other elements you can protect and how to do it.
Your Logo, Site Name, and Slogan
These three elements are a big part of what makes up your overall brand, which makes them perfect candidates for trademarking.
To register a trademark in the US, you’ll have to go through the United States Patent and Trademark Office(USPTO). To apply for one, you’ll need to submit a representation of your mark that includes its name and any designs associated with it (such as logos and other related icons).
However, keep in mind that the USPTO enables you to register each of these components separately if you want to do it. This means you can have a trademark for your logo, another for your site name (and URL), and one for your slogan. Doing this provides you with more protection if you decide to mix those site elements.
Keep in mind, registering a trademark with the USPTO isn’t free so you should only do it once your site gains a little traction and you’re sure the investment is worth it.
Many digital marketers believe that their brand provides a positive user experience. However, in many cases, the consumer feels differently. This disconnect can damage brand reputations and hinder the success of marketing efforts.
We now live in a customer-first world. Consumers today have their choice of countless companies within nearly every conceivable niche, and it’s up to the organizations to demonstrate why they should gain more business over their competitors. Staying ahead of digital marketing trends and adapting strategies accordingly are essential to success.
The brands that succeed are the ones that build an online experience tailored to the consumer, meeting their needs every step of the way. Sixty-one percent of customers report that they would not return to a brand’s mobile site after a negative experience, and 40 percent say they would go to a competitor’s site, according to Google.
The need to have an intimate familiarity with customers, what they like and the platforms they live on, is critical. As technology and customer expectations mature, brands need to be alert to the rising trends so that they can provide the optimal user experience for consumers. These top five trends below comprise a critical component of the modern digital marketing strategy. Here is what you should know to make it a part of your organization.
Trend 1: Data and personalization
In the increasingly competitive digital ecosystem, brands need to stand out for their customers. These consumers want to know that you care about their individual needs, and thus you need to create a highly personalized experience. Personalized calls to action, for example, convert 42 percent more than ordinary CTAs. Data and personalization will be the cornerstone of marketing moving forward.
Data can help you uncover topics that matter the most to your target audiences. It also allows you to better track how different personas interact with your content, move through your buyer’s journey, and learn what material will be most helpful for them next. Thus, data informs personalization efforts.
Tips for succeeding with data and personalization
- Secure data on a broad scale by uncovering trends within your industry and important topics that matter the most to your customers. Rising topics can help you get material published before competitors, building a strong presence in those areas as well.
Look at personal data to see how particular personas use your website.
- Look at the content they enter your site on, how they move about the site after reading it, and how they go from visitor to lead to customer. This will help you create personalized experiences, because you will know which content to display next to visitors.
- Gather statistics about how data and personalization impact the traffic and revenue of your site.
- Examine your site statistics before beginning these campaigns, including bounce rates, traffic rates and revenue rates, and then compare them to the statistics once the efforts have been enacted. Successes will help you build a case to budget more for data and personalization, driving your site strategy forward.
Trend 2: AI and intelligent agents
The demands of technology and customers are quickly outpacing the capabilities of human marketers. Although the amount of data is expected to reach 40,000 exabytes by 2020 (up from just 130 in 2005), the human brain is only capable of holding about 1 million gigabytes, according to Northwestern University professor Paul Reber. The technology available today can collect information about user behavior and help marketers better understand personas, points in the buyer’s journey and what that particular customer likely wants to read next.
The key to using that information, however, will be artificial intelligence. AI could double the rate of economic growth by 2035, according the Accenture.
AI will never replace quality marketers, because it cannot replace human creativity. What it can do, however, is help optimize content throughout the creation process, make it easier for brands to select topics and assist with the creation of digital strategies. It will allow for the automation of all the steps that can be completed simply by analyzing data and spitting back answers, freeing marketers to focus on how to best utilize this information.
What’s interesting is how digital marketers view and implement AI. There is a clear disconnect between importance and adoption, and brands must come to grips with implementation of AI in 2018.
Tips for using AI for your brand
- Find areas in your marketing strategy where AI can help, such as the optimization of content or triggering email campaigns. This means taking a closer look at steps that can be automated.
- Avoid excessively using AI to the point where customers are turned off or feel uneasy interacting with the brand.
- Incorporate AI into the broader strategy. The same way marketers in different departments, such as PPC and SEO, need to learn to work together, brands need to make sure their AI technology seamlessly integrates with the rest of the team.
- Have a defined role in the workflow, such as uncovering popular topics and guiding them through the optimization process, to ensure that everything runs smoothly.
Trend 3: Mobile and connected devices — the Internet of Things
We already know that mobile has begun to dominate search: The number of searches performed on mobile devices in the US, and several other countries, outpaced desktop back in 2015. Google has also announced an imminent mobile-first algorithm that we should see by 2018. Optimizing content for users should be second nature for website owners now.
Moving forward, we also need to consider the rise of alternate mobile devices, such as fitness trackers and smart watches, as well as the growing importance of voice search, both with personal assistant devices and on these mobile devices.
Customers use this technology to gain rapid answers to their questions, often while on the go. Brands that want to thrive need to make sure that they have prepared their content and digital strategies for these trends as well.
Tips for succeeding with mobile and connected devices
- Optimize for more verticals than before. Technologies such as personal assistant devices, often use alternate search verticals to find the information for their users. As an example, Kayak.com is used by some devices to pull flight and hotel information, or Yelp supplies information on local businesses.
- Use schema and high-quality content to move into top spaces whenever possible. With the smaller screens on mobile devices, and even fewer search results given on many non-smartphone devices, brands need to prioritize gaining access to the top spots on the SERP and earning Quick Answers whenever possible.
- Monitor how customers interact with your content. When you do earn top slots, see how it impacts your mobile traffic and conversion rates. This will offer key insights into how customers interact with your content and help you improve your strategy.
Trend 4: Content and SEO convergence
SEO and content cannot be regarded separately. All content developed needs to be optimized to boost its rankings on the SERP and to ensure its relevance, which means that content and SEO teams need to work together from the beginning.
Fortunately, most companies seem understand this need. A survey completed by my company, BrightEdge, found that that 97 percent of companies view these two functions as more integrated or converging into a single function. There are still ways that companies can improve their integration.
Tips for succeeding with SEO and content convergence
- Remember that customers recall experiences more than text. Use SEO insights, such as trending topics and keywords, to find topics. Then create outstanding content for digital experiences that align well with customer needs.
- Do customer analysis. Look at how customers interact with your material, including what devices they use to read your material, customer impressions of your brand and what customers want to see from you.
- Set realistic goals for your content, and regularly measure how well your efforts align with these benchmarks. Goals might describe traffic rates, rankings, conversions or revenue.
Trend 5: Native advertising growth
Native advertising will increase exponentially over the next few years. An estimated $7.9 billion was spent on this style of advertising in 2015, but that number is projected to reach an incredible $21 billion by just 2018. Mobile native ads are also expected to reach 63 percent of the mobile display ad revenue by 2020.
Native advertising has taken off because of its ability to fit more smoothly into the user experience. Customers have turned away from disruptive advertising practices. They do not respond to pop-ups or other ads that hinder their user experience. They want to see promotions that relate to them and their needs and experiences.
Native ads, which focus on creating ad copy that is relevant and natural for customers reading a particular web page, create positive outcomes both for the host websites and the company formulating the promotion. This form of advertising focuses on creating ads that align with the content that already appears on the website, thus making it more appealing to customers who had arrived on the page organically.
Tips for succeeding with native advertising
Research the audience and the target site’s content. The more familiar you are with these criteria, the easier it will be to select advertising platforms that align best with your target audience while also making it easier to create content that fits well with those visiting the host website.
Create content that will add something for the reader. To attract readers and make a strong impression, you want to focus on creating content that creates a positive experience for them. Just like your search optimization strategy, your native ad strategy should include providing value for those interacting with the material.
Test what advertising content works best where. Unlike using PPC advertising on Google, for native advertising, you have a better ability to target particular audiences that fit particular personas. Track not only what customers respond best to your content, but also the platforms where you find them and how well the traffic on your advertising content ends up becoming leads and then customers on your main site.
Digital marketing continues to change rapidly as technology and customer expectations evolve and mature. Brands that want to not only keep up with the curve, but thrive in this environment, need to capitalize on these emerging trends. These five that I have identified I believe will be the most significant moving forward through the rest of 2017 and into 2018.
Have you ever needed to record your screen to show a demo of your software, give someone a walkthrough as a tutorial, or create a video of your screen for an online course? Screen capture software is perfect for this. Screen capture software includes tools to capture all or portions of your screen in high definition, and allows you to easily edit, add information such as text or audio, add interactive buttons, and lots more. Some even include features such as live-streaming.
9 Best Screen Capture Software for WordPress Video Tutorials and Client Walkthroughs
Most of the apps on this list were made specifically for creating training videos. Some are for Mac only, some are for Windows only, and others work on both systems as well as Linux. Prices range from free to several hundred dollars. I’m showing the prices for commercial use. The software might be cheaper than I’ve shown, but the cheaper prices will either show watermarks, limit the features such as time of recording or number of recordings, reduce the editing features, or specify they are for home use only. The apps are in no particular order.
QuickTime 7 Pro for Mac from Apple unlocks editing functionality within the QuickTime 7 Player. Editing features include creating slideshows with music, cropping, resizing, compression, and adding special effects. You can also convert images to different formats. The Pro features are purchased through the free app. QuickTime X (10) Ships with Mac OS X. It includes video editing, screen recording, capture of video and audio streams, visual chapters, file conversion, sharing to YouTube, live streaming, and GPU acceleration. Its screen capture features keep users from copying DVD’s. It removes support for a few of the popular formats, so some have preferred version 7.
Price: $29.99 | More Information
ScreenFlow from Telestream provides video editing, screen recording, and screen-casting for Mac. Anything or any part of the screen can be recorded with high quality. It evens records iOS, meaning you can record your iPhone, iPad, or Apple TV. It includes tools meant for software tutorials such as mouse click effects, pointer size, and displaying any keys that are pressed. Editing tools include callouts, highlights, annotations, transitions, text, audio and video filters, and even multi-channel audio. Animations include graphics, titles, and logos. It also includes closed-caption support. The intuitive interface is easy to learn for anyone without video editing experience. It has lots of publishing options.
Price: $99 | More Information
Screenium from Synium Software provides screen recording for both Mac and iOS. It provides recording at 60 frames per second to create a smooth video recording. It will record full screen, windows, or a selected area. Editing features include cutting, text, audio, effects, transitions, and animation. You can embed picture-in-picture clips from a webcam so you can appear within the video or show additional slides or images. It has smart zooming to highlight areas on the screen. Videos export to multiple platforms including YouTube, Vimeo, Facebook, Flickr, and messages and mail apps.
Price: $49.99 | More Information
4. Screen Recorder
Screen Recorder from Icecream Apps works on Mac OS X and Windows 10 to capture any area of the screen as either a screenshot or a video in HD. You can draw, add text, and add arrows while you’re performing the screen capture. It even includes project history so you can see previous versions of the images and videos. Zoom while recording and select a mouse size and area so you can record a specific region around the mouse. Trim, convert, display hot-keys within the video, set screen captures on a timer, and perform audio adjustments.
Price: $29.95 | More Information
Camtasia from TechSmith uses an intuitive drag-and-drop WYSIWYG editor for both Mac and PC. You can record any portion of the screen all the way down to an individual pixel. Add callouts, shapes, and arrows. Insert video using your webcam. Build videos with multiple tracks for video, audio, images, and text. Import media with 4k resolution. Add transitions such as intro or outro to the beginning or end of a clip. Add voice narration, audio effects, video effects, and even green-screen. You can even add quizzes so you can know how much of the video was viewed and by whom. It includes animated backgrounds, graphics, icons, and royalty-free music tracks that are safe to play on YouTube and Vimeo.
Price: $199 | More Information
Snagit, also from TechSmith, is a simple screen capture and recording app for Windows and Mac. Capture screenshots, record video, edit images, and share your files. It includes markup tools that make it easy to edit and customize every screenshot. Click and drag to capture any portion of the screen. Record, narrate, and trim video. A magnify tool lets you focus on one portion of the screen. It can be expanded to capture Android and iOS and send photos and videos to the Snagit editor from your mobile device. It will even capture multiple types of scrolls. Panoramic capture is used for wide horizontal scrolls and infinitely scrolling webpages. Scrolling capture helps to capture something that’s not showing on the screen vertically, horizontally, or a scrolling area. It will also create animated GIF’s.
Price: $49.95 | More Information
7. Snap 10
Ashampoo’s Snap 10 for Windows allows you to capture and edit anything on your screen including the entire screen, multiple windows at once, a web page, or individual sections, and turn them into images or videos. You can add arrows, graphics, automatic numbering, etc., to create self-explanatory steps. Live editing lets you add text, drawings, and voice narration rather than having to add them in post-production. Visually show mouse and button clicks within the video. Add watermarks, include information on the source page, and include other graphical metadata and links. Videos can also be converted to animated GIF’s.
Price: $49 | More Information
8. Open Broadcaster
Open Broadcast Software is a free open source software studio for Mac, Windows, and Linux that’s made specifically for video recording and live streaming. Designed with gamers in mind, it records directly from your graphics card in HD in full-screen at 60 frames per second. It includes real-time video and audio capturing and mixing to record unlimited scenes. You can switch between scenes using custom transitions. Video editing includes filters such as chroma, color correction, color keying, masking, etc. Audio filters include gain, noise gate, suppression, and VST plugin support adds even more features. It’s easy to configure and you can set up different configurations based on profiles. The studio mode lets you preview the video before publishing.
Price: $Free | More Information
Flashback, from BlueBerry Software, is a screen recording app for Windows. It will record any part of your screen from multiple monitors to create a video file. It will also record from your webcam and will record audio. It includes pro editing tools so you can draw on the screen, add notes, callouts, text, images, cut, crop, add blur effects, synchronize audio with video, etc. The files will export to any major video format. Schedule your recordings and add watermarks, interactive buttons, create start and end titles, etc. Zoom in to any part of the recording and use auto-tracking for the mouse so the action stays in view.
Price: $99 | More Information
Screen capture software provides you with the tools to create videos of your screen, allowing you to easily create your own software tutorials and walkthroughs. There are a lot of screen recorders out there to choose from, but this quick look at 9 screen capture programs will help you narrow it down so you can select the best software for your needs and budget.
For some time now, Pinterest has allowed companies and bloggers to pay to promote their pins, after which the platform shows pins to Pinterest users who might have an interest in the product.
But now, some Pinterest users can purchase products without leaving the platform.
That’s possible because of the company’s newly released feature called “buyable pins”.
The feature was rolled out by Pinterest back in June. It stands for pins featuring a ‘buy’ button, and it enables users to buy what they see in those pins.
Pinterest says when users spot a pin with a blue price, they’ll know they can buy the featured item from within the application. Here’s how it looks:
Pinterest appears to be the perfect platform for this type of impulse spending, as one-third of all Pinterest users didn’t contemplate making a purchase before seeing the item on Pinterest.
And aside from making shopping convenient, buyable pins allow consumers to confidently and safely make a purchase. Purchases are handled with a credit card through Apple Pay, although Pinterest is working with Braintree to devise a method of purchase for users outside iOS. This handling method means that credit card and personal information is secure for consumers.
For the moment, buyable pins are only available on Apple mobile devices (iPad or iPhone), so pinners who surf on a desktop or Android device can’t make a purchase from Pinterest.
While a few major retailers (e.g., Macy’s, Nordstrom) have jumped on the buyable pin bandwagon, smaller retailers may find it difficult to enable the feature. Pinterest has partnered with Shopify, so sellers who use the Shopify platform will find buyable pin integration easy.
Pinterest will not take any fees or surcharges from sales made through buyable pins, but they have been monetizing very successfully with promoted pins. It’s expected that buyable pins will lead to more companies promoting their pins and drive Pinterest revenue in that way.
Fees and surcharges from sales will be limited to what retailers will pay through Apple Pay (and later, through Braintree) or Shopify Payments with no additional cost from Pinterest. Pinterest also has a waiting list for businesses that don’t use Shopify to power their store.
The advantages of Pinterest buyable pins are clear. Retailers now have a way to encourage and facilitate impulse purchasing while marketing to their most lucrative demographics. Pinners can re-pin the things they like, allowing products to go viral and spread through peer groups.
Almost half of all online shoppers in the United States have purchased something as a direct result of a recommendation from Pinterest. More than 80% of all Pinterest pins are re-pins – that is, about four out of every five pins is something that has been passed along from another Pinterest user, so the potential virality on Pinterest is staggering.
For Shopify users, adding a buyable feature to their pins is an easy way to increase revenue. While the data on buyable pins isn’t available due to the novelty of the concept, we do know that before buyable pins existed, the average sale from a Pinterest referral was $58.95. Clearly, there is tremendous potential to use buyable pins to increase this revenue. By eliminating the need to visit the website, chances are that a greater portion of pin viewers will be converted to customers.
Unfortunately, buyable pins aren’t yet perfect. The greatest disadvantage in these early days is the limited reach of the pins to consumers and retailers. For many retailers and many Pinterest users, buyable pins simply aren’t available. Pinterest has always maintained a conservative stance toward new developments, so it’s likely that these early forays into buyable pins will be expanded as the new program takes off, but for the moment, a seller’s ability to use buyable pins (and a buyer’s ability to purchase with them) is still quite limited.
One other major disadvantage to buyable pins is that while it facilitates impulse purchasing, it doesn’t allow sellers to cross-promote other items or to establish a relationship with the buyer. Some brands use Pinterest quite effectively to communicate with and build brand loyalty with their consumers. Almost 3/10 of all Pinterest users follow a brand on Pinterest, and 83% would rather follow a brand than a celebrity. However, Pinterest buyable pins allow consumers to make a purchase without first getting acquainted with the company and the brand.
Buyable pins do not allow cross-promotion, which may be a problem for many retailers. Items are listed and purchased individually without encouraging consumers to check out other items from the same seller.
In a way, the buyable pins feature brings an eBay feel to Pinterest. eBay is filled with hundreds of sellers and many of them sell nearly identical products and the buyer chooses a product based on the individual product rather than the seller. For example, with two identical products in original packaging, an eBay user is more likely to buy from the seller who has 1,000 positive reviews and is selling the product at $25 than the seller with 10,000 positive reviews who’s selling for $30. There is fear that buyable pins on Pinterest will create the same price competition that currently exists on eBay.
Are Pinterest Buyable Pins the Next Big Thing?
Judging from the buzz around these buyable pins, some marketers are claiming that buyable pins are the next step in commercializing (and profiting from) social media. But only time will tell whether buyable pins are the wave of the future or a well-intentioned but ultimately unprofitable experiment.
For large retailers like Macy’s and Nordstrom, buyable pins are beneficial. But for small retailers, the picture is less rosy. Small retailers who lack the name recognition and reputation of more established brands require a strong brand reputation and a more personal relationship with their buyers. Buyers take a risk when purchasing from a less established company, so their initial purchases are often small and conservative. Once they see great customer service, fast delivery, and amazing quality, they often return to that same buyer for additional or future purchases. For smaller businesses, that repeat business is critically important.
Small businesses with less recognizable brands cannot generally negotiate the same wholesale pricing as larger companies, leaving them to pay higher prices for their inventory than the multi-national corporations. Because of this, they will often struggle to compete based on price, even when the products are identical. Smaller companies differentiate themselves from larger ones through customer service and building relationships with their customers. When small companies are competing with large companies on a marketplace which rewards low prices and makes it easy to comparison shop, small companies traditionally suffer.
Even when the small business has a unique product (one that they’re not competing with larger companies to sell), buyable pins reward appearance over function. Pins that share well have beautiful photography and are aesthetically pleasing. This means that companies that sell a mixture of beautiful and functional products are likely to see a marked imbalance in their sales figures as their buyable pin sales skew toward the beautiful rather than the more functional.
In most cases, this will be a simple matter of adjusting inventory according to the change in sales trends. But in some cases, this problem can be damaging to the business’s reputation. For example, a beautiful hat might require specialized hairpins to keep it in place, or a cute and colorful cloth diaper cover might require dull and boring liners to function correctly. Customers who purchase the beautiful part without choosing to purchase the functional are likely to be disappointed.
Should You Use Pinterest Buyable Pins?
That depends on who you are. If you’re a large retailer with established name recognition and a strong reputation of trust, Pinterest buyable pins can be a source of additional revenue. If you’re a small retailer who only sells products that photograph well and look good on Pinterest, the buyable pins can help to drive sales, especially if your products themselves are well-branded.
But not everyone may benefit from buyable pins, and Pinterest already has a strong eCommerce advantage even without the impulse purchasing. Without buyable pins, Pinterest users can surf to your website and make a purchase, especially when compared to other social media channels.
Maximizing Your Pins
Whether you’re using buyable pins or simply looking to maximize your conversions from your traditional Pinterest pins, there are several ways to make sure that your pins are re-pinnable and attractive.
The most sharable Pinterest images include great photography and a light-colored (or white) background. Lighter images are almost 20 times more likely to be shared than darker ones. Bright or bold colors can make the image “pop” on the Pinterest platform, and Pinterest users prefer to share images without faces than those with faces. Using portrait (vertical) orientation on your images makes them look better when they’re displayed on the Pinterest dashboard.
On Your Website
To encourage people to share your images from your website (and to re-pin those images), it’s important that your images have a descriptive name, because the image name will be the title of the Pinterest pin. For example, a picture of blueberries labelled “Blueberries from Hawthorn Berry Farm 2015” is more professional than “DSC0072(2)”.
There are plugins available that can help Pinterest pinners get a customized description when pinning from your pages. If you’re on WordPress, Share This and Social Media Feather will allow you to customize Pinterest descriptions. This enables you (for example) to use a pre-programmed description that will accompany your pins when a guest to your website shares them on his or her pinboard.
When You Pin
When you’re pinning, you’ll want to use a great description, because most re-pinners will retain your original description. Whether you’re writing for buyable pins or just for your ordinary Pinterest social media marketing, the descriptions will allow other pinners to understand why they should share your content.
For Buyable Pins
For the average Pinterest-using company, buyable pins will be available only if you have a store through Shopify. Once you’re logged in to Pinterest and Shopify, you can go to http://www.shopify.com/pinterest and click on the “Add the Pinterest sales channel” button in the center of the page. This will add Pinterest buyable pins to your Shopify store. It is important to note that you must have a paid Shopify account to use this feature. If you do have a paid Shopify store, adding Pinterest buyable pins is a matter of following a few simple instructions in Shopify.
When you use Shopify, your buyers will pay by credit card using Apple Pay and Shopify Payments. While Pinterest will not charge additional fees for buyable pins, Shopify Payments and Apple Pay will charge a transaction fee. Shopify Payments currently charges 2.9% $0.30 for Basic users, 2.6% $0.30 for Professional users, and 2.4% $0.30 for Unlimited users. Apple Pay does not currently charge a transaction fee, but users of the buyable pins feature may want to keep in mind that if Apple Pay chooses to change their policy, Pinterest buyable pin merchants may be affected.
For those monitoring the eCommerce industry, the biggest winner in this buyable pin idea is Shopify. Pinterest has been tight-lipped about rolling out the buyable pin feature to other eCommerce platforms, so for the foreseeable future, Shopify store owners have a marked advantage over sellers using a different platform or an individual website.
If your company is flexible, and is interested in early adoption of this new program, a Shopify store is the only way to try it out for now. While the idea certainly sounds promising, it remains to be seen whether this is a major advance in social media marketing or another good idea that won’t quite work out.
Facebook needs no introduction. Today it boasts over 1.6 billion monthly active users, and if you haven’t extended your marketing efforts onto the platform yet, it begs the question – what on earth are you waiting for?
Well, the good news is that getting started with marketing on Facebook is honestly not that hard – anyone can create a page and start accumulating a following right away. Doing it right, however, will require you to get acquainted with a multitude of tools in order to maximize the efficacy of your efforts. You’ll need to engage with your followers, track your analytics, manage your ad campaigns, and know exactly which content to publish and when.
Thankfully, given Facebook’s popularity, there are hundreds of such tools available to help you kickstart your marketing efforts. Let’s take a look at our favorite 12 of them.
Agora Pulse is a social media management platform that offers solutions for multiple platforms such as Twitter, Instagram, LinkedIn, Google , Youtube, and, of course, Facebook. The platform provides users with their own social media inboxes to keep track of their incoming interactions, analytics reports, and comprehensive data regarding their followers, among other tools.
- Enables you to handle publishing (including scheduling options) to multiple social media platforms from a single dashboard.
- Automatically filters incoming interactions to platform-specific inboxes.
- Collects new content from all your feeds into a single daily report.
- A notification system enables you to keep track of new interactions as they occur.
- An automatic moderation system provides you with the option of creating custom rules, to keep your social media pages clean.
- Provides you with a tracking system for your Facebook shares and mentions.
- Comprehensive analytics system with reports that can be easily exported to PowerPoint.
- Includes multiple Facebook-only tools such as a quiz application, photo contests, sweepstakes, personality tests, fan voting, and even a coupon app.
Price: Starts at $15 per month | More information
Hootsuite is another multi-platform social media management tool that offers support for pretty much every platform available at the moment. As far as Facebook is concerned, Hootsuite offers solutions for engaging with followers, publishing new content, analytics reports, follower insights, and advertising.
- Quickly respond to social media interactions from a single dashboard, which also enables you to create automated responses.
- Use filters to narrow down interactions from followers located in a specific area, or using a particular language.
- Manage your publishing duties with scheduling tools, targeted content, and the ability to designate specific team leaders who have final approval over everything that gets published onto your social media pages.
- Track engagement thanks to thorough analytics reports, which can be automatically shared among your team.
- Provides you with information regarding the best times to publish new content based on past activity trends.
- Includes support for Facebook ads.
Price: Free, with premium plans starting at $8.99 per month | More information
Buffer is an easy-to-use platform that enables you to manage all of your pages and accounts from the same place. While it may not feature the functionality of the previous two entries in this round-up, Buffer is an overall much simpler to use platform. It’s a solid tool for small enterprises that would benefit from a comprehensive Facebook marketing tool.
- Enables you to create and schedule your Facebook posts (as well as multiple other media platforms) from its dashboard.
- Includes its own powerful graphics editor which provides you with the necessary tools to make your images stand out.
- Using either its browser extension, iOS, or Android apps, you can automatically add content from across the web to a sharing queue for your social media accounts.
Price: Free, with premium plans starting at $10 per month | More information
Oktopost is yet another social media management platform, albeit one designed explicitly as a business-to-business (B2B) solution. This distinction comes, of course, with a higher price tag, albeit one well worth the price for those businesses looking for an upscale solution.
- Enables you to manage your social media publishing strategy through Oktopost campaigns, featuring categories and extensive analytics.
- Provides you with a detailed editorial calendar.
- Using queues, you can add posts to your existing calendar, and let Oktopost automatically assign them to previously customized time slots for maximized efficiency.
- Includes social acquisition statistics, which track conversions driven by your social media activities.
- The analytics platform tracks which kinds of content perform better for different audiences.
- Comes with a built-in content curation engine, which helps you discover relevant content for your social media accounts.
Price: From $400 per month | More information
Socialbakers Analytics is a company dedicated to providing a thorough analytics solution focused on social media platforms, including Facebook. Using their platform, users can access information regarding the performance of competing brands and pages, and track general industry trends.
- Enables you to compare the performance of your content to your competition, custom groups, or simply measure it against overall industry trends.
- Track how your organic content is faring against its promoted counterparts.
- Provides you with detailed reports, which can be set to be automatically delivered at specified intervals.
- Includes thorough analytics regarding your Facebook advertising campaigns.
Price: From $75 per month | More information
While on the surface DrumUp looks like another social media management platform, in truth this service is mostly focused on automating your content strategy and marketing efforts. Using DrumUp, you can sharply cut down on the time spent managing your Facebook pages, thanks to its curated list of content recommendations, scheduling tools, and mobile apps for updates on the go.
- DrumUp automatically looks through the web in order to find high-quality content relevant to your followers, which is crucial to increasing your following.
- Aside from Facebook, it also offers support for Twitter and LinkedIn accounts.
- Provides you with hashtag recommendations for your content, to maximize the number of viewers for your content.
- Includes smart scheduling tools.
- Chrome extension, iOS, and Android apps are available to manage your account from anywhere.
Price: From $19 per month | More information
Post Planner is a service that helps users find the most engaging content for their particular fields, and helps them schedule it for the perfect time – maximizing the number of people that will be exposed to it on Facebook. Its focus on maximizing engagement through simple curation, and its low price point, make it a great choice for small businesses looking for a boost to their Facebook marketing strategy.
- Provides you with curated content tailored to your followers, to maximize viewer engagement on your Facebook page.
- A simple scheduling tool enables you to plan your content strategy months in advance to boost your productivity.
- Includes a recycling feature which, when enabled, will reuse your popular content after a decent period of time.
Price: Starts at $7 per month | More information
Pagemodo is a platform meant to help users create a Facebook social media presence from scratch, and provide them with the necessary tools for growth in the long term. In order to achieve this, they provide you with a simple cover photo and welcome tab design tools, as well as post designers – and that’s without going into their management functions.
- Provides you with the right tools to design a professional-looking Facebook page from scratch, and simultaneously launch your social media marketing efforts.
- Start selling your products right away, thanks to custom tabs and contest creation tools.
- Enables you to provide coupons on your Facebook page.
- Suggested posts feature will help you find engaging content and then schedule it in advance.
Price: From $4.50 per month | More information
LikeAlyzer is a no-frills tool that provides you with an analysis of any Facebook page you want, including analytics information and Facebook statistics. While the main page itself doesn’t look like much, the tool it provides is pretty darn useful for anyone looking to gain a quick insight into their Facebook performance at no cost and in a matter of minutes.
- Generates a report for your Facebook page with a single click.
- Provides you with an overall performance score, as well as the median scores of the competition regarding content publishing rates, and the average number of likes.
- Tells you exactly how many likes your publications have accrued, as well as the rate at which your likes are growing.
- Tracks your engagement statistics.
Price: Free | More information
Qwaya is a Facebook ads manager tool for marketing professionals, which provides them with multiple key functions to manage their work from a single platform. For example, using Qwaya, you can conduct powerful A/B tests by using Facebook’s data to target only the audience you want.
- Powerful A/B testing tool for your ad campaigns.
- Enables you to automate the structure of your ads, so you can handle larger campaigns more easily.
- Provides you with timing information to maximize the return on your ads by running them during the most effective windows.
- Integration with Google Analytics right from your dashboard.
- Add tracking URLs to your ads, such as those provided by Google Analytics, so you can link them to third party tools.
Price: From $149 per month | More information
Driftrock is an ad campaign manager for Facebook, tailored as a B2B solution that has served prestigious customers such as BMW and Coca-Cola. This tool provides you with a customer relationship management platform to increase your Facebook leads, and make sure that your ads are displayed during the best time windows, among other functions.
- Helps you increase your lead conversion rates through a comprehensive customer relationship management system.
- Schedules your ads for peak conversion times.
- Its smart ad creation technology helps you cut down on ad costs, while maximizing their efficacy.
- Enables you to create dynamic ads, which are updated as your stock moves.
Price: Price on request | More information
AdRoll is a marketing platform that works with over 500 ad exchanges in total, including social media giants such as Twitter, Google , and Facebook. Their Facebook services are focused on retargeting tools, reach maximization, and the use of predictive technology to increase conversions.
- Provides you with early access to the newest Facebook ads features.
- Makes sure that your ads are designed with mobile devices in mind to maximize their reach.
- Save money on your campaigns by letting AdRoll bid for you.
- Automatically schedule your ads so they display at the best possible times.
Price: Depends on the size of your campaign | More information
Business owners are doing more on the Internet and in the cloud than ever before. Nowadays, small business owners consider higher broadband speed a must-have. In fact, 85% of all businesses need to increase their Internet speed and plan to do so this year.
What’s driving this growth? It’s a wireless world out there. Cloud-based applications. File sharing. Heavy web browsing. And the increase in number and use of wireless devices are all contributing to it… while faster wireless speeds and smart phones are driving employee and customer expectations.
And then there are the bandwidth hogs… Users… maybe your employees or your customers… they’re folks who are using a lot more bandwidth on your network than anyone else. Normal web surfing doesn’t take up a lot of bandwidth. Streaming music, movies, and downloading large files do.
Businesses do so much online nowadays. Even legit activities like voice, email, productivity, accounting and customer service could be deemed bandwidth hogs because they present constant demands on your network.
So here’s a basic rule of thumb for determining the best Internet speed for your business. The higher the number of users, the number of devices in use, and the applications running, the more speed you’ll need.
Once you’ve figured out the best Internet speed for your business, don’t forget to look into setting up a wireless network for your employees and your customers. The right Internet and WiFi solution will make all the difference for your business.