6 Free Keyword Research Tools For Beginners and Experts

When it comes to digital marketing, keyword research plays a big part in implementing an effective SEO strategy. Google and other search engines are evolving and becoming smarter in evaluating the best search results for the searched terms, so it’s no longer enough just to write content for blog posts, products, services, etc. without doing proper keyword research. Otherwise, content will be lost in the 20+ search engine result pages and nobody ever will find it.

If you are beginner and can’t afford any of the paid keyword research tools, then you’re probably wondering, “What is the best free keyword research tool?” If so then you’re in the right place. Below, I’ll share my top six favorite free keyword research tools and how to incorporate them in your content marketing.

Soovle

Soovle is a great keyword research tool for beginners. It’s simple to use and will not take a long time to gather the keywords list to use for your blog post. Soovle provides autocomplete suggestions from the major search engines: Google, Wikipedia, Yahoo, Ebay, Youtube, Bing, Amazon, and more. Since its not a very advanced tool, I would suggest combining Soolve with another tool to get more information for your content. Since this tools provides data for multiple search engines, it can be a great option for someone who is looking to sell products on Ebay or Amazon.

Interface of Soovle keyword research tool

 

Google Trend and Google Suggest

 Google Trends

Consider Google Trends as your inspiration for finding the next hot topic. By simply entering the keyword in the search bar, Google Trends provides over five years of data for that keyword and helps in identifying if that particular search term is still relevant for the consumer/reader. Google Trends is also popular for being a very customizable tool. It allows you to search for multiple terms at the same time, and data can be filtered by the country, period of time, different categories, and the type of search.

Google Trends not only analyzes historical data for the particular search terms, it also shows the interest by subregion and related queries. It’s a great way to identify if the content you’re planning to produce will be relevant to the audience you are trying to reach.

Google Trends Interface

 Google Suggest

Google Suggest is another tool that is popular within the marketing industry and well known by frequent users of Google. To use Google Suggest, simply start typing keywords in the Google search box, and Google Suggest will autofills the search box with keywords that other people are looking for or they are related to your search query. It’s perfect for generating insights on popular search queries relating to your search term.

Google Suggest Interface

Keywords Everywhere

The Keywords Everywhere extension is a free keyword tool that can be easily installed on either Chrome or Firefox. Keywords Everywhere shows Google keyword search volume, cost per click, and competition data of keywords on multiple websites including the ones mentioned above Soovle and Google Suggest. With this extension you will no longer need to wonder which keywords to choose for your content as all the necessary data is presented.

Keywords everywhere extension on Soovle

Google Suggest Keywords Everywhere extension

SERPs

SERPs is a fast and simple to use tool that is great for the beginners and experts. It provides related keywords for the searched term, volume, CPC, and value. SERPs shows all of this data on one page, allowing you to filter the results with secondary keywords and add them to the “Saved Results List,” which is downloadable in .csv format. Although, SERPs is a good tool to use for daily content creation, I would recommend taking their provided data on CPC and Value with a grain of salt by confirming the volume and difficulty with another keyword research tool.

SERPs keyword research interface

Answer The Public

Answer The Public is a very unique keyword research tool that provides questions containing the searched keyword. It can be very helpful for those looking to understand what people are asking for, what they are looking for, and what questions they have about that searched term. With such valuable insights, Answer the Public offers writers the opportunity to create content that could answer all of these questions. If the writer’s content is relevant, it might even be featured in the rich snippets in Google the next time someone searches for similar answers. This kind of content could provide great value for the business in every stage of the buyer’s journey. Answer the Public also includes results with prepositions for the long tail keyword opportunities and is friendly to Keywords Everywhere extensions mentioned earlier.

Answer the Public Interface

LSI Graph

LSI stands for latent semantic indexing. LSI keywords are keywords related to the searched term that are semantically linked. If incorporated into your SEO strategy, then LSI keywords can increase organic traffic and improve rankings. By incorporating longtail keywords and semantic keywords to your blog posts, the content becomes more user friendly and sounds more natural than just trying to use all the high volume keywords.

LSI Graph keyword research interface

Knowing how to choose and use keywords can help to increase organic traffic for your website. Although paid tools tend to over more advanced options, beginners, firms without big budgets and experts looking for alternatives can benefit from free keyword research tools.
If you now feel inspired to write some blog posts about your university but are not sure where to start, keep reading to find out 3 tips for finding blog topics for universities.

 

Martyna's headshotMartyna is a graduate from Vilnius University in Vilnius, Lithuania. With 2 years experience in digital marketing industry, Martyna adds in-depth understanding of on-page and local SEO to the Circa team. Her passion and continual education in SEO initiatives help contribute to Circa’s expanding digital marketing presence.

 

Why Snapcodes Are the Future of Higher Ed Marketing

Snap Inc. has been a publicly traded company for over a month now and is starting to feel the heat. Facebook recently unveiled their own version of the “stories” feature that utilizes smart filters resembling Snapchat’s popular “lenses.” Instagram has also been competing for a slice of Snapchat’s 150-million active users, adding their own “stories” feature in August of last year. Since then, Snapchat story views have declined by roughly 40 percent. So what has Snapchat created to stay ahead of the competition? Snapcodes.

Snapchat has reinvented the QR code and made them accessible for businesses and users alike, opening up a whole new advertising medium. Snapchat had already implemented this technology for users to easily add each other as friends on the social media app but have taken it a step further and allowed both users and brands to create snapcodes that direct users to a custom URL. While only 21 percent of American smartphone users reported using QR codes, Snapchat’s take on this technology is more promising because of their immense base of users, and, unlike QR codes, users don’t have to download or use another app to take advantage of them.

Now that snapcodes are becoming increasingly popular, let’s take a look at how snapcodes can be used to reinvent your higher education marketing strategy.

Snapcode Marketing Ideas

Desktop has traditionally been viewed as the primary source for reaching potential students, but higher education marketers need to consider that 2017 is the year of mobile. In fact, mobile-only internet usage is being driven primarily by Millennials, with 21 percent abandoning desktop computers altogether. Additionally, Snapchat is reportedly reaching 41 percent of 18 to 34 year olds in the U.S. daily. Add this impressive reach with the interactive aspect of snapcodes and you have the perfect avenue for higher education marketers to engage potential students and generate more leads.

Snapcodes For Digital Marketing

Instead of adding a plain, boring URL at the bottom of an advertisement, brands can now add a snapcode that stands out and grabs the audience’s attention. A custom snapcode can be created in under a minute from a mobile phone or desktop and can be used in television ads, on posters, as stickers, and more. The possibilities are endless.

Snapcodes for Rocky Horror

Credit: FOX

The first instance of snapcode marketing was used during The Rocky Horror Picture Show live television event. Rocky Horror is known for its audience participation, making it a prime choice to feature the first snapcode used on television. Snapcodes were used between the show and commercials to lead the audience to exclusive Rocky Horror content as part of Snapchat’s “Snap to Unlock” campaign. Sprite, Uber, and NBC Universal have executed “snap to unlock” marketing campaigns as well that unlock special edition Snapchat lenses, geofilters, and product websites.

Rocky Horror and Uber may be slightly different from higher education, but universities can engage their own audience in similar ways by placing snapcodes in the bottom corner of a television or digital signage advertisement, sending viewers to the university’s landing page or even lead page. Television viewers tend to tune out commercials, but the interactive qualities of a snapcode are more likely to engage them and keep their attention on your brand.

Snapcodes For Print

With all of this digital talk, don’t worry if your university still uses mailers, posters, flyers, or even billboards as part of their marketing strategy. Snapcodes can still be utilized for print! In fact, snapcodes will help bridge your print advertising into the digital world.

Snapcodes for NBC Universal

Credit: NBC Universal

NBC Universal created a “snap to unlock” campaign for their movie The Girl on the Train that was seen on billboards across the country. They made sure the add was mysterious, intriguing, and featured an extremely large snapcode to ensure people weren’t confused about what to do next. Once a person scanned the snapcode they were given access to special geofilters that promoted the movie and sent to the movie’s website.

When potential students come into contact with a higher education flyer or poster, snapcodes will make it easier to lead them towards your website and further down the funnel. Whether it is a special event, lead page, or promotional video, the snapcode will lead them there with ease.

How To Make Snapcodes

Now that your creative juices are flowing and you understand the potential of snapcodes, let’s make one.

Step 1:  Head to Snapchat.com and click on Snapcodes in the top menu. Enter the URL you want the snapcode to direct to and click Make a Snapcode!

Step one: How to make a snapcode

Step 2: Brand your snapcode by adding a custom image.

*Pro tip: Make sure your image is smaller than 400 x 400 pixels so it fits within the ghost.

Step Two: How to make a snapcode

Step 3: Download your snapcode and start your new digital marketing campaign!

Step Three How to Make a snapcode

Circa Interactive's custom snapcode

Thought of a new way to use snapcodes for your marketing strategy? Let me know in the comments below!

Audrey-for-site

Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

5 Ways to Effectively Balance Student-Work Life

Being a student and working a full or part-time job on top of that requires discipline and dedication to both work and school. Balancing school and work, while managing to have a life outside of the two can be overwhelming at times. As a current college student and employee struggling to find the perfect balance, I have stumbled across several tips and tricks that have helped me balance school and work while remaining relatively stress free.

Manage your time

It sounds obvious, but this is one of the most challenging aspects of being a student and an employee simultaneously. The first step to time management is resisting the temptation to plant yourself in front of the TV and completely relax after a long day. Set aside some time each night to do homework or stay on track with a work deadline. Google calendar, the calendar on your cell phone, or a good old fashion planner can keep deadlines in one place and help with prioritizing projects. Electronic calendars are especially useful because alerts can be set to let someone know when a deadline is approaching. When you figure out how to use your time, make it known to your boss, colleagues and professors so there is a mutual understanding of how you will be allocating your time.

Stay Organized

There is a reason that organizational skills look good on a resumé. Staying organized while being busy is harder than it seems, but it makes a difference. The more organized you are, the more likely you are to meet deadlines and ace classes. I like to use apps, websites and a day planner to keep my affairs in order. Apps like Evernote, If This Then That, and Dropbox can help you stay organized with everyday tasks and work related tasks. Evernote helps with keeping to-do lists, notes and ideas all in one place. Ifttt (If This Then That) allows you to keep all of your favorite apps, like Spotify and Google Docs, in one place. Dropbox gives users a space to keep files, photos and docs, while also making it easy to share large files with other dropbox users. There are also many apps available that can be extremely helpful for college students struggling to stay organized.

Check your emails

Even if you only work part time with your school schedule, set aside at least 15 minutes a day to check and respond to emails. This is especially important for anyone that works directly with clients. Making yourself readily available to a client can be the difference between a successful business relationship and one that fades out quickly. Boomerang, a gmail extension, is an extremely helpful way to organize your emails. It allows users to schedule an email to be sent at any time and “boomerang” an email back to their inbox after a certain period of time as a reminder to follow up with a client or colleague that has not responded to an initial email.

Strategically plan your schedule

When planning your school schedule, make sure to leave time gaps that allow you to go into work. Going into work in the morning and school in the afternoon can be a good option. I try to plan classes for a few days during the week and go into work the other days as a way to keep the two separate. Keeping work and school days separate helps me stay better organized, but it’s all about finding out what works for you personally. Try to avoid overloading particular days. While freeing up certain days may seem tempting, having extremely busy, stressful days can lead to burnout. Make sure you are not biting off more than you can chew. Check with your employer to see if and when they can accommodate your school schedule.

Leave some time for yourself

In the midst of a stressful schedule, the easiest way to stay sane and relaxed is to remember to leave time for yourself. Get your homework done early and work on those project deadlines a little bit every night. Procrastination will only leave you stressed out and burned out. Get a little bit of work done every night and follow that up with an hour of doing something you love before bed, such as going to the gym, seeing friends, or just laying in bed and binge watching tv. Finding a way to manage your time, stay organized and stay stress free can be difficult, but once you figure out what strategies work for you, balancing work and school won’t be a problem.

Shannon black and white 2 Shannon is a senior at the University of San Diego studying communications and visual arts. Working as an intern with Circa Interactive, she has gained experience in higher education content marketing, digital public relations and creating content for various clients’ social media. Shannon’s creativity and passion for public relations and content marketing has contributed to Circa Interactive’s digital marketing value. 

3 Things Higher Education Marketers Should Consider in 2017

Whether it’s the increasing use of mobile devices or Facebook’s unveiling of lead ads, there have been a number of changes to the digital marketing landscape over the past few years. Some of these changes have had substantial impact, and many digital marketers have been scrambling to adjust and align their initiatives in order to remain competitive within the industry. While quick adjustments are often essential, it’s also important for higher education digital marketers to take a step back and conduct a full assessment of the current marketing strategy. With the new year soon approaching, now is a great time for digital marketers to reassess their current initiatives and test out new strategies for 2017. Below, I’ll offer some questions to consider during the review process and highlight a few new strategies to consider for 2017.

Review & Fine Tune

When reassessing your current higher education marketing strategy, you’ll want to consider two key elements: goals and data. If you’re a larger university with a number of initiatives, be sure to keep it simple at first. Perhaps start with the question: Did we reach all of our lead goals that we set for 2016? If no, this is where you’ll want to examine data to uncover where lead goals were missed and why. Outside of lead goals, you’ll also want to consider goals relating to your online presence, such as site visits, followers on social platforms and user engagement. When considering these metrics, examine the data to see if you can identify any trends or patterns to give you an idea where your audience may heading in 2017. For example, a major Q4 increase in traffic to social platforms along with a decrease in site visits could signal that potential students are more interested in reviewing a school’s social identity than they are the traditional web page.

After the review process, be sure to prioritize your goals for 2017 (example: “We’re more concerned with user engagement on social platforms than we are on site visits”), then fine tune your strategy to fit. Questions to consider while fine tuning include:

  • Do we want to reallocate our budget in any areas?
  • Should we remove any marketing initiatives?
  • What social and blog posts were most successful this past year?
  • What sources are most of our leads coming from?
  • Are there new social platforms that we should test?
  • What initiatives are we going to implement to get X number of followers?

When in the assessment and fine-tuning process, you’ll also want to consider recent changes within the industry. Below, I’ll highlight a few of the major changes over the past few years that you’ll want to consider.

Increase in Mobile

Since the introduction of the iPhone in 2007, the use of mobile has steadily increased, largely due to the ease of apps and mobile platforms. Yet up till this past year, desktop was always considered the primary source for reaching potential students. According to a comScore report, that now has changed as users are trading desktop for the convenience of mobile. This change has occurred for a number of reasons, but one of the main driving factors is the refinement of apps. For example, when Facebook Mobile was first released, the platform was congested and difficult to use compared to the desktop website. Yet over the past few years, Facebook and other leading tech companies have placed a major emphasis on attracting the millennial audience who tend to rely heavily on mobile. With this switch in focus, companies upgraded their mobile apps and platforms to enhance the mobile experience with improved configuration and additional perks, such as being able to order a pizza without having to leave the Facebook platform. These improvements have resulted in a 394 percent increase in mobile usage, a number that is only projected to increase in the coming years.  

As a higher education marketer, it’s important to know how the aggregate are leaning in their use of digital media, but it’s equally essential not to confuse the aggregate for your own audience. Be sure to dig through your data to see if you can identify a similar shift to mobile amongst your audience. If so, be sure to evaluate paid search strategies, as well as the content on your blog and social platforms to see if there are any adjustments that can be made so content is more mobile friendly.

Facebook Lead Ads

Mark Zuckerberg has turned Facebook into one of the premier advertising platforms, so it’s no surprise that they are leading the transition to mobile advertising with their introduction of leads ads. Within Facebook’s older advertising platform, clicking on an ad would send users outside of Facebook, which proved to be inconvenient for Facebook and its users. Lead ads changed all of this, making it so users can express interest in a school without ever leaving the Facebook platform.

Here’s how lead ads work: when users click on an ad, a lead form opens up within the Facebook platform that’s already automatically filled out based on what kind of information they share with their Facebook audience. So, for most, clicking on a lead ad would open a lead form with their name, phone number and email, and all the user would have to do is click submit to complete the lead form process. So far, the convenience of lead ad forms have proven to be very successful, dropping the aggregate CPL of one of our programs by about $15, all the while boosting lead volume in the process.

If you’re looking to have a strong start to 2017, now is the time to begin auditing your current strategy and implementing new initiatives where they seem fit. Remember to ensure that your current plan aligns with your overall goals, and don’t forget to examine analytics data to get a better understanding of where your audience may be heading in the new year.

If you have any questions, feel free to leave them in the comment box below!

 

Tyler Putz of Circa Interactive Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.

7 Snapchat Accounts Every Marketer Should Follow

Social media and communication (as we know it) were changed forever when Snapchat launched in September of 2011. After gaining popularity among millennials, Snapchat has grown rapidly and now boasts over 150 million daily users, passing Twitter’s daily usage of 140 million daily users. It seems that almost everyone is using this app to communicate with friends, catch up on the latest celebrity gossip, and even read the day’s headlines, but are they using it to its full potential?

Read more: 5 Ways Snapchat is Changing the Way We Communicate

Besides sending funny pictures to friends, this service can also be used to stay up on the latest trends in marketing. There are hundreds of companies, entrepreneurs, marketers, and other successful business men and women who actively share tips, tricks, and their own experiences. After following a number of Snapchat accounts and actively watching, I’ve put together a list that every marketer should follow.   

*Pro Tip: Take a picture of any of the Snapcodes next to their name using Snapchat to automatically follow their account!

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University of Michigan: UofMichigan

The University of Michigan is a prime example of how a university can implement Snapchat into their own digital marketing campaign. After launching their account in February 2014, they became the second university on the platform. Michigan attracts current students to their account by utilizing Snapchat to show off lesser known areas of campus, highlight student exhibits, and hold interactive contests and activities. Prospective and incoming students are given the chance to interact with the university through their #AskUMich campaign that answers questions and addresses concerns utilizing the chat feature. Overall, Michigan’s account is an exceptional account to follow for inspiration on how to create interactive campaigns for any digital marketing venture.

Learn more: University of Michigan’s launch and overall Snapchat marketing strategy

 

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Michelle Obama: michelleobama

First Lady Michelle Obama is an unexpected person to see on Snapchat because she is the wife of the President after all. Her joining Snapchat is similar to how the Kennedys were the first Presidential pair to be shown on television. Michelle Obama is the first, First Lady to utilize a social media platform like Snapchat. The First Lady created an account because more than half of 13 to 34-year-olds are using the app. Working with this younger generation has been her main focus while in office so she decided it would be the perfect medium for her to communicate with them. Besides giving her followers a behind-the-scenes look at her life in the White House, the First Lady has utilized the application to promote her Let Girls Learn trip to Liberia, Morocco, and Spain this past July. This specific marketing campaign is a prime example of how to broadcast an event or trip through Snapchat. FLOTUS built up hype surrounding her trip using the application by regularly speaking on the subject and sharing details of the trip. Once she was traveling, she gave her followers a look at the lives of the girls she was there to help and made it feel as if you were there with her through photographs, interviews, and videos of the discussions held in each country.

 

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Justin Wu: Hackapreneur

Justin Wu is the founder of Growthly and an avid user of Snapchat. Jason gives his followers an inside look at what life is like during the early stages of a startup. From big meetings to his downtime coming up with new ideas, Justin provides tips on presenting, growth marketing, and creating a successful startup. Jason recently went to the WSJD Live and Snapchatted the entire event. He held interviews, asked for commentary from his followers and held a live follow up discussion on Snapchat after the event. Wall Street Journal even had Justin cover the WSJD Live event for their Discover page!

Check out: Justin’s coverage of his whole WSJD Live Journey

 

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Dan Knowlton: danknowlton1

Dan Knowlton is the co-founder of KPS Digital Marketing and author for Social Media Examiner. Dan’s Snapchat provides followers with a variety of marketing tips, industry updates, and a look into the life of an entrepreneur. Dan recently attended Get Social Kent and actively snapped his experience at the event. Dan shared helpful digital marketing insights from keynote speakers, gave an inside look of the event, and introduced key marketers at the event by holding interviews with them, asking about their marketing goals for 2017. Dan is an avid Snapchat user and provides a lot of insight on how to utilize the app to grow your own business.

Check out: Dan’s insights on Using Snapchat to Grow Your Business

 

snap-me-2

Gary Vaynerchuk: garyvee

Gary Vaynerchuk is the CEO of VaynerMedia and an established social media guru. Gary uses his Snapchat account to help teach others how to become successful in digital marketing through motivational snaps and valuable marketing advice. He encourages his followers to interact with him and send any questions they have about entrepreneurship, marketing, or growth hacking and will answer their question on his story. He continues this campaign across all of his platforms with #AskGaryVee. Gary gives his followers a behind-the-scenes look at the life of a CEO and all the hard work he puts in to accomplish his goals.

 

hubspot_snapchat_snapcode_

HubSpot: hubspotinc

HubSpot is an inbound marketing software company. HubSpot’s social media strategy is a prime example of how companies can utilize Snapchat to show off their culture, educate their followers, and even help recruit new talent. In fact, HubSpot held a recruiting event via Snapchat this past July! In lieu of a resume, they asked hopeful applicants to teach them something in 60 seconds or less. By taking their recruitment completely digital, HubSpot was able to recruit from a specific audience and create a test that would result in employees that were the right fit for the position. Besides finding new uses for the application, HubSpot’s Snapchat is perfect for finding inspiration for your own company’s account.

 

morganb180-snapchat-code

Morgan Brown: morganb180

Morgan Brown is the COO of Inman News and is a 15-year startup marketing veteran. Morgan provides innovative tips on growth and productivity and shares examples to help illustrate his points. He also invites his followers to ask him any marketing and growth hacking questions they may have. Through his interactive use of Snapchat and sharing real-life examples to his followers, Morgan is able to educate his audience and truly show them how growth works online.  

 

Have a favorite marketing guru you follow on Snapchat? Let me know in the comments below!

 

Audrey-for-site

Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

A Guide To Leveraging Reddit For Higher Education Marketers

It’s no secret that social media has become a staple for modern digital marketing, but many marketers often forget to add Reddit to the mix. For those still unaware of this platform, allow me to introduce you to the internet’s most influential users. Although some might wish to write the site off as “just another youth media fad,” it’s not. In fact, since June of 2005, just two years after the origin of MySpace and one year after Zuckerberg’s Facebook, Reddit has become known by its users as “the front page of the internet,” housing over 234 million unique visitors in 2015 alone and nearly 900,000 ever-increasing mini communities or “subreddits.” This isn’t your average social media platform. While Facebook is known for integrating its news with updates from your family and friends, Reddit is a world where originality, wit, and timeliness reign supreme. The tricky part here, however, is that if a Redditor can sense even the slightest hint of click-baiting or cheap sales tactics, they will make sure you know your mistake. In an effort to help higher ed marketers avoid such an awful fate while simultaneously and successfully marketing on a site that hates marketing, here is a quick guide to leveraging the tastemakers of the internet.  

Who exactly are “Redditors?”

Before we get started, as with any marketing effort, you must first understand who it is your marketing to. According to pew research center, the majority these mysterious users are U.S. adults with at least some college education. While 47 percent of the audience is, in fact, international, the remaining 54 percent of breaks down as follows:

  • 67 percent of U.S. adults are male
  • 33 percent of U.S. adults are female
  • 64 percent are 18-29 years old
  • 42 percent have a college degree (compared to 28 percent national average)
  • 40 percent some college (compared to 31 percent national average)

As a result, it doesn’t take much to see that this audience is the perfect demographic for marketers in the Higher Education industry, especially for graduate degrees.

How Reddit Works

Finding the right subreddits to follow

Once you create an account, if you haven’t yet already, the first thing you’ll be prompted to do is to find and follow subreddits. Think of subreddits as the sections of the newspaper. Of course there is always the front page with the most important content, but everything is organized into subcategories like money, entertainment, and world news. The only difference here is that Reddit, again, has nearly 900,000 of these subcategories ranging from “Shower Thoughts” and “Explain Like I’m Five” to “World News” and “Politics.” While it’s nearly impossible to sort through each and every subreddit to find your most important content, Reddit is arguably the best way for content marketers to keep track of all of the most important news without having to read through 50 different news publications.

Pro tip: One way to discover what subreddits are trending over time is to take a quick look at MetaReddit. This site will show you to know precisely which subreddits are trending now and which have had the most growth in the last week and have been trending for the month. Although this will only give you a snapshot view, it’s a much more digestible way to stay on track with trends.

Upvotes, Downvotes, and the Ever-Coveted Karma Points

Unlike Facebook’s reactions or Twitter’s retweets and favorites, Reddit is a system entirely rooted in active voting participation. As you can see below, every post and every comment displays two grayed out arrows to the left of the text.

 

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While it’s obvious the top arrow is the upvote and the bottom is the downvote, they do not correspond with how the content is displayed. Rather the user is prompted to vote whether or not the content adds or takes away from a larger conversation. According to proper “reddiquette,” the official guidelines to participation and conduct dictates that a user’s vote should not be based off an emotional reaction but should rather be based on the importance or relevancy of the a piece of content. Clearly, voting is by no means a clear-cut science, but how you vote is important because upvotes and downvote can give or take away Karma points. Why does that matter? Because karma points determine how frequently, if at all, any given user is allowed to post within a subreddit–or how likely it is that your content or post will be view by others. So for content marketers, consider karma points your new gold.

Pro tip: Upvotes on comments are just as important as link upvotes. Not only does this encourage active participation within each post, it prompts Redditors to actually contribute to the discussion in a meaningful way. This is a perfect way for markers, professors, students, and staff to add to educated discussions and lively debates.

How To Market To Redditors Who Hate Marketers

Now that you have a good idea of who your audience is and user basics, the next step is using the right tools to successfully participate in the sometimes-too-honest community that is Reddit.

Be a Redditor first, and a marketer second

While this may seem daunting and/or time consuming, it’s important to remember that Reddit is a community first and foremost. Because Redditors will not hesitate to call a user out if they sense any foul play, it can often be difficult for marketers to find the right balance between community participation and blatant self-promotion. The first step to finding that balance is to remember reddiquette rule number one: always remember to be human. Would you try to clickbait your friends? Didn’t think so. Your one and only mission should be to become a genuine, well-rounded expert in your field.

For content marketers, this means you’ll need to limit your on-brand content to one every ten posts. This sounds tedious, I know, but in the Redditing world you live and breathe by Karma points, and the easiest way to lose them is to spam, click-bait, or self-promote. Limit yourself to legitimize yourself. No one likes a used-car salesman.

For professors or university staff, this should be quite simple to maintain. Ideally, a user profile should represent the ideas of an individual, so for professors with a wide range of research and expertise in their arsenal, Reddit is the perfect space to create and build discussions as I discuss in the last section.  

The trick to Reddit is understanding the Karma system

Especially if your account is brand new, your lack of karma points is like a college student applying to an entry-level job requiring three to five years experience, and in order to get more karma points, you need to share content. It can be a frustrating system, but it’s not impossible. What’s the secret? Reach out to your subreddit’s moderators. If you go to the front page of any given subreddit, you’ll notice that there are a set of rules for subscribers to follow and just below those rules you’ll find a box listing the moderators. These wonderful people are the creators and/or controllers of that particular subreddit. By messaging each or all of these superstar Redditors, you’ll have an opportunity to demonstrate the value of your content and build a mutually beneficial relationship while avoiding your karma problem. For digital marketing experts in the higher ed field, this is far and away the easiest way to publish your content on relevant subreddits without any time restrictions.

Where to find the best ROI on Reddit

As I’m sure you’re well aware of at this point, Reddit is not the quick fix solution to your social media marketing slump. Instead, Reddit is a space for experts to demonstrate their value and educate the public. It’s also a place for internet trolls and endless cat memes, but for our purposes all of that is irrelevant.

To demonstrate thought leadership and expertise in any field with the Reddit community, content marketers, PR professionals, university professors, and university staff members alike can take advantage of subreddits like Ask Me Anything. Just as it sounds, you simply tell the Reddit community who you are and let the conversation flow from there. Additionally, higher ed marketers can hop over to Ask Reddit to ask users direct questions as a free way to gain insight to their core audience. However, the most important way to get the most return from Reddit is to become a part of the community. Without this, you will miss out on the endless possibilities Reddit has to offer.

For more information on leveraging social media, learn how to use Instagram, Snapchat, or Twitter to reach more prospective students.

Tami Cruz of Circa Interactive Tami is one of our in-house social media gurus with a passion for content marketing and public relations. After earning her degree in communication and marketing from the University of California, San Diego, her dedication and multi-faceted skillset for creative marketing strategies has led her to become a crucial team member driven to expanding Circa Interactive’s digital marketing value.

8 Ways to Get the Most out of Your Press Release

As I discussed in my previous article, press releases can be an extremely effective tool when you are looking to promote an event or news within higher education. The potential impact of a press release goes far beyond this though, and should be an essential part of your overall public relations strategy. As defined by Entrepreneur, a press release is “a public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of company developments.” These short, compelling documents give your university’s latest developments a platform to be seen and discussed within the larger media circuit. However, if you do not include key elements in your press release, it is unlikely to be picked up by your target audience and your reach will diminish. Here I will discuss some key tips for you to consider when writing and distributing your next press release.

1. Make sure your story is newsworthy

Is your press release going to excite those within the industry? Does your news provide value and relate to larger industry trends? These are questions that you should be thinking about before you distribute it to the media. Innovative, exciting developments and research within your university make ideal topics for press releases. One of our clients recently announced they are developing a virtual reality application with the aim of improving mental health care, an incredibly innovative idea that appeals to a several popular media topics. We immediately saw this as an ideal opportunity to help raise awareness about the institution and the cutting-edge work that they’re doing through a press release.

2. Grab attention with the headline

The headline of a press release, as with that of an article headline or subject line within a pitch, is pivotal if you are to successfully pull in journalists and editors. Of course, it is important for your headline to be accurate and give the reader a strong idea of what is to come, but you also want to ensure that it is engaging and makes them want to read on. There are three best practices to follow when writing your headline: 1) Be unique – you need to differentiate yourself from the competition. 2) Be specific – give the reader detailed information to ensure they understand what you are presenting them. 3) Be beneficial – the headline itself must provide a benefit to the reader and show that the information is useful.

3. Include quotes

To increase your validity and credibility, it’s critical to include quotes from at least one high level source who is directly involved in the story. These quotes should provide greater insight and perspective and can also lead to further media opportunities for the expert and institution.

4. Remain relatable

It is important that you do not confuse the reporter or reader with your press release. Therefore, the language used should not be overly complicated, as much of your audience will lack the specialist knowledge required to understand the finest details. If there are terminologies that are complex, then explain these as if you were speaking to somebody who does not work within your discipline. Make the content simple, straightforward, and easily consumable for a general audience. 

5. Stay Concise

A press release should not exceed more than a single page and should only include the most pertinent facts. If the press release leaves them wanting more information, then they can reach out using the contact information provided in the press release.

6. Include a pitch

When distributing your press release, be sure to write a media pitch as you would if you were looking to create a traditional PR opportunity. The pitch is where you can really sell the story and the relevance of it to the publication’s audience and interests. Make sure to paste the press release below your signature as a journalist may not have the time or want to open an attachment.

7. Customize to each target audience (when applicable)

In order to maximize your chance of press coverage, you should tailor the press release to fit each audience when there is more than one. For example, we recently distributed a press release on the topic of virtual reality and mental health for one of our clients. Clearly, there is a both a technology and health angle here. You should be targeting both audiences and should alter the pitch and press release to ensure it relates directly to the industry you are pitching.  

8. Capitalize on link building opportunities

A press release provides you with an excellent opportunity to gain greater brand awareness as well as positively influence SEO. By including a link within your press release that takes the reader to the corresponding homepage or landing page, you will increase the chances of media outlets linking back to your target site which will in turn help to boost rankings. 

 

George has recentGeorgely joined the Circa team in California following the completion of his master’s in marketing management and strategy degree, where he graduated with distinction from Plymouth University in England. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications. 

3 Ways Higher Education Marketers Can Leverage the 2016 Presidential Election

We are one month from the first presidential debate, and the 2016 election has already proven itself to be one of the most digitally reported and discussed elections in the history of the United States. In fact, over the past 12 months, Americans have spent over 1,284 years reading Donald Trump related content on social media. As we all know, the internet and social media are changing the way Americans interact with presidential candidates, and this provides an enormous amount of content marketing opportunities. The 2016 Presidential Election creates a variety of opportunities for higher education digital marketers to promote their schools and programs, and I’ve put together three ways that digital marketers can leverage the news cycle to build high quality backlinks. 

Leverage Your Professors

Throughout the election, candidates are asked to provide insight on a number of issues ranging from civil rights to the federal budget to foreign policy. These topics may be the focal point of a professor’s area of expertise which digital marketers can leverage when seeking PR opportunities.

When leveraging professors, it is important that digital marketers clearly articulate the value that professors can provide reporters. Professors are often the thought leaders of their industries and niches and can provide high-level insights that have yet to be published. For example, the release of Hillary Clinton’s Initiative on Technology and Innovation, which places a major focus on investing in computer science and STEM education, provides Circa’s PR team with the opportunity to leverage our engineering, computer science, and other STEM-related professors for articles providing expert commentary on what Clinton’s initiative could mean for the STEM industry, as well as its potential impact on the future of our education system.

Another way to leverage your professors is through HARO. For those that don’t know, HARO (which stands for Help a Reporter Out) is an online service designed to provide reporters with quality sources for upcoming stories and sources with the possibility to obtain media coverage. Those who have signed up for HARO as potential sources receive daily emails featuring a list of reporters seeking quotes or insights for upcoming articles. If an article seems to fit a professor’s area of expertise, all a PR specialist needs to do is respond to the email and pitch the professor by noting the expert angle or insight that she or he could provide to the story.

As campaign coverage continues to gain speed, there will likely be an increase in HARO opportunities with reporters seeking academic or professional insight, so if you haven’t signed up for HARO yet, it is certainly worth exploring.

Create Resources Highlighting the Election

Being one of the key events of 2016, the Presidential Election is a prime time-peg that higher education digital marketers can use in creating resources for their schools and programs. There are a number of different angles to take when creating resources. Some of the most popular include:

  • Blog posts
  • Infographics
  • Videos
  • GIFs

For those that don’t know, visual resources are great for creating informative, yet appealing content, so infographics would be particularly good for highlighting the election. There are a few different ways to highlight the election through infographics, which would include leveraging content on a topic candidates are discussing (Ex. cyber security) or creating an infographic on the election, such as this one on social media and presidential campaigns.

Within the creation process, keep in mind that the main goal of infographics is to build links back to your program, and the best way to build links is to create intriguing content that provides value to the viewer. Sometimes value can come from a unique angle, newsworthy content or reliable statistics; other times it can be through a graph or visual that highlights an intriguing contrast. Either way, be sure that your graphics provide value of some kind so that viewers will be more inspired to share them with their network.

Add to the Social Commentary

Whether it’s a insensitive statement or previously unreleased documents, every day it seems as though there is a new story involving Donald Trump and Hillary Clinton. And while journalists report the initial story, higher education digital marketers have the opportunity to leverage this content and add to the social commentary. For those that don’t know, social commentary is considered an act of expression that comments and thus expands upon a social issue within society. If this sounds complicated, it really isn’t. In fact, adding to the social commentary can be as simple as sharing a news story or quote on social media platforms and asking followers to share their opinions. Higher education digital marketers could also take this a step further by including a quick quote from a professor on the current political issue.

Regardless of what approach is taken, it is important that a call to action (CTA) is included at the end of the social post. This CTA doesn’t necessarily have to be anything complicated, just something to encourage the reader to share their insight or opinion.

If the election coverage continues to progress at its current pace, there may not be a more consistent time peg than the 2016 Presidential election, so digital marketers would be wise to leverage this opportunity as much as possible for their schools and programs. No matter what approach you take, make sure to clearly position your programs and professors as the leaders within their niche. Most importantly, don’t be afraid to be creative and have fun with whatever method you choose.
Have you been leveraging the presidential election in your digital marketing efforts? If so, what has worked for you? We’d love to hear your insight!

Tyler Putz of Circa Interactive Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.

5 Ways Snapchat is Changing the Way We Communicate

Snapchat has roughly 26 million users in the United States, with 60 percent of those using the app aged 1334. In May, Snapchat’s dominance was established when it beat out Apple and Facebook applications to top the Apple iOS downloads chart for the first time. If you don’t believe Snapchat is worth your university’s time, consider the fact that 77 percent of college students use Snapchat daily. This app is designed for tech-savvy and content-hungry users. In other words, Snapchat is the perfect application to reach millennials, especially for universities looking to share a different side of their campus and boost interest in their brand.

This app alone has informed and shaped millennial culture through soundbites, chats, brief moments, and temporary flashes of content. Here I will discuss how it has begun to transform the way we communicate.

1. Creates a Sense of Urgency and a Need to Share ?

In basic communication, humans transmit information and receive instant feedback. The integration of texting and emailing, however, has enabled senders and receivers to sit and dwell on content before responding. Snapchat has changed the game by making messages available to view only once. In order to remember what was said or seen and reply appropriately, the user must reply as soon as  they’ve opened it. In effect, these temporary messages take away the ability to dwell and create a more real-time form of communication.

In true millennial fashion, Snapchat utilized emojis to further encourage a timely back-and-forth conversation. Snapchat added an array of badges and rankings that encourage you to consistently interact with friends. From becoming a best friend of another user to earning awards for sending snaps, a Snapchat user is constantly encouraged to keep sharing. One example of this quest for badges is the ?  emoji. By keeping a conversation going for more than a day Snapchat will recognize the streak and add a ?  emoji next to their name.

Snapchat has created a way for people to constantly update and share content with their friends with little effort. A picture is worth a thousand words and Snapchat has created the perfect medium to share these visual stories with friends.

 

2. Provides an Inside Perspective of Faraway Places ?

Snapchat has enabled people from all over the world to share their story. With the addition of live story streams and Story Explorer, users are able to get a peek of what life in other cities, states, and countries is like. Snapchat regularly features cities from around the world and features them on the app with a live feed of Snapchats from people in the selected city. For example, tapping on the “Rio” feed instantly transports users to the lively city in Brazil and provides a peek at life through the eyes of everyday citizens.


Besides cities, live feeds are perfect for sharing events. From a higher education perspective, this is the ideal platform to share student events, football games, community outreaches, and more. Snapchat provides universities the unique opportunity of sharing experiences from a wide array of the campus population. By utilizing a live feed, or a Snapchat account altogether, a university is now able to show prospective students what life on campus is like from a student’s point of view. The students who Snapchat their experiences  are nurturing their connection to the university and sharing student stories on Snapchat can result in higher student interest, and help prospective students to determine if a school is a right fit for them.

More on: Leveraging University Events for Your SEO Strategy

 

3. Share the Full Story, Instead of Just Highlights ?

Snapchat enables users to not just share the best picture out of their daily experiences; it encourages them to share the full story. Many users channel their creativity to share their day from the moment they wake up, to the moment they go to sleep.

Just last week Snapchat announced the next generation of stories: Memories. Users will now be able to save their snapchats and combine them with other photos on their phone to create custom stories that they can then share with their Snapchat friends. This new feature allows users to completely customize their content and share their experience from their own perspectives.

 

Instead of uploading  a few photos on Facebook or posting a 140 character tweet on Twitter, universities can utilize Snapchat to complete their “social story”. Using a mix of video and pictures, a university can share a campus event from beginning to end. A great  example would be using Snapchat to share a graduation weekend with their audience. The university can not only share captured moments of graduates but of the ceremony, award banquets, speeches, and more. By sharing moments in this way, a university can create a sense of community and become relatable to current and prospective students.

 

4. Digital Messages Have Become Personal ?

Customizing content doesn’t just mean choosing how long a picture is able to be viewed or writing a caption to accompany the picture. Snapchat has taken storytelling to the next level by encouraging users to draw, write, sticker, and filter their pictures to add a personal touch and have fun doing it! The newest Snapchat features, similarly to  Lenses and Discover, enable users to interact with the content they view and share.

Lenses is Snapchat’s upgrade for the average selfie. Now users can transform into a myriad of animals, characters, and even other people using these smart filters. The most popular example of a Lense would be Taco Bell’s Cinco de Mayo filter that transformed users into actual tacos. Taco Bell was able to market, create brand awareness, and even set a new record by using Snapchat’s features to engage and interact with their customers.

Circa Interactive Team Using Snapchat's Lense Feature

A university could create a Lense for a football game that would engage students in attendance and encourage them to share their stadium experience. By creating an interactive university brand, prospective students are shown the campus community and current students will feel more engaged and a part of their school’s conversation.

Snapchat’s Discover features channels for a group of brands to broadcast their own content. These brands are lucky enough to be able to market themselves by engaging their audience and creating a conversation through interactive content. Another ability users have when using Discover is being able to directly share their favorite pieces of content with their Snapchat friends. Instead of having to explain and describe what was so funny, simply holding a finger on the screen allows users to instantly show their friends why they are laughing.

 

5. Bringing News Back into Millennial Life ?

All of this interactive content has lead to journalism becoming attractive to millennials again. A study conducted by Wibbitz found that 40 percent of millennials rely on digital outlets for their news, while 23 percent primarily get their news from social media. Snapchat has jumped on this finding and added news outlets to Discover. An overarching theme in this article is interaction. Millennials love to interact with content, so why not the news? A big step in this new territory occurred when the Wall Street Journal joined Snapchat. Once this media-giant joined the ranks, it was made clear Snapchat is the way to reach a millennial audience. CNN and National Geographic are among the 24 other media companies that have also joined the application in hopes of delivering journalistic content to this demographic.

150 million people visit Snapchat daily, yet a Discover channel may only get 1 million views a day. Snapchat has announced new updates will occur in an attempt to fix this and bring in more ad revenue. While this application has begun to deliver newsworthy content, we will have to wait and see how this feature evolves. All of this aside, Snapchat has undeniably transformed our means of communication, created new opportunities for brands and universities and even brought personality back into a digital world.

 

Audrey-for-site Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

The Do’s and Don’ts of Student Blogging

Student blogging is an excellent way to get your students involved with working behind the scenes as well as getting real life work experience in the digital marketing, journalism, and communications industry. Running a blog successfully is no easy feat, and student blogging can come with its own unique obstacles and challenges that other blogs of influencers and businesses might not experience. When you are running a student blog, you are not only responsible for creating and publishing content to boost readership; you are employing young adults who are looking to learn and have little experience working with blogs. The purpose of this article is to educate colleges, as well as the marketing directors of those colleges, on the best practices of running a student blog. Below is a helpful list of do’s and don’ts to give you some insight on different tactics or even things you may need to change in your current strategy.

The Do’s

  • Do have a discussion with your marketing team before you get started on any writing. It is entirely possible that your marketing team can even write up a few guidelines to follow.
  • Do find ways to create synergy between the students’ blogging and marketing efforts. One example of this could be to share the marketing content calendar with your students. Make sure that everyone on the blogging team is aware of important deadlines so they can work together successfully to keep processes running smoothly. Another suggestion would be to have weekly meetings where everyone on the blogging team – students and faculty – comes together to discuss the tasks that everyone is working on. Even if it is just a quick half hour meet up, it is good for everyone to be on the same page about what’s going on, so no one is left in the dark.
  • Do give your students an opportunity to provide their insights. This is something important to remember because these students may be able to help you reach future students of the school, as they were just one themselves. Also, providing them this opportunity will give them a sense of pride and authority, which will ultimately motivate them to be more productive and take pride in their work.
  • Do brainstorm different article ideas over a wide variety of topics: opinion pieces, school updates, extracurricular club activities, community news, student or faculty accomplishments, etc. You want to ensure you are not posting too much information on the same topic categories to attract the interest of different audiences within as well as outside of the school. Listen to the ideas of your students. Maybe they can come up with topics that are more out of the box while still being relevant to the school.

The Don’ts

  • Don’t allow bite-sized content similar to what you might see on Twitter or Instagram. That tactic may work for those networks, but keep in mind that a blog is something entirely different and should be treated as such. The blog content on the website should be more substantial with in-depth text and large, clear visuals. If you find that a student is struggling with this and feeling more comfortable with the social media type content, then you might want to consider giving them the opportunity to use their skills on other channels like Tumblr, Snapchat or medium.com to push your existing content.
  • Don’t allow content to be published without an editorial review, including the compliance department. This is a huge no-no. Each and every piece that gets published on the blog should have been edited thoroughly at least twice. This would provide an excellent opportunity to let a student do a preliminary edit before handing it off to the editor for a final check and review. If something gets published and has errors or incorrect information, this will reflect poorly on the school’s reputation.
  • Don’t hide the content too deeply inside the site’s URL structure. Unfortunately, many college websites become so large that sometimes it is easy for content to get buried. If you want blog content to perform successfully, it should be no more than two clicks deep, ideally one click if possible. The deeper your content is, the less important search engines will think it is, and it will become tough for your readers to find it. If you have weekly or monthly newsletters that you send out to an email subscription list, include recent blog posts to keep your readers up to date on new content.
  • Don’t use any images, graphics or videos that you do not have permission to use. It is important to learn and understand copyright laws so that you do not find yourself in any legal trouble. When in doubt, only use content that has a creative commons license with no restrictions or use your original content. Look to your students within the photography and digital design departments of your school to source out this kind of work.

Most importantly, it is key to find the healthy balance of giving your students responsibility as well as maintaining your level of authority over the blog’s entire operation. Always be willing to let them try certain tasks while monitoring their progress and checking over their performance. To be successful in maintaining your blog, you must be able to provide quick and honest feedback in a constructive fashion.

Make suggestions to your students so they can reach their full potential and always be willing to make necessary changes to the blog content when it is needed. Ultimately, the success of the blog will depend on the marketing director and editor in charge.

f91c64abc4dbaa8e6bf536759b968b9b-bpfullThis article is by guest author Chris Hornak, who has been developing digital marketing campaigns for over a decade. He is the CEO and Owner of Blog Hands a service that helps businesses and agencies develop content to tell their story. In his spare time, he loves to play video games and spend time with his friends and family.