How to Set up Push Notifications on Your Blog [Quick Guide]

Did you know that you can notify your readers without using social media, RSS feed or a newsletter?

There’s no doubt that social media and newsletters are effective ways to keep your readers coming back.

Browser push notifications are rather alternative ways to keep in touch with your readers.

By using push notifications for Chrome browser (and Firefox), you can still keep your readers coming back once a new post is published on your blog. In this guide, I’ll show you exactly how to set up push notifications for your blog.

Step 1: Register at

Go to Pushcrew’s website and register for a free account.


Step 2: Add Pushcrew to your website

Under the summary menu, copy the code and paste it before </head> tag on your website.


Add code to your website


If you have a WordPress site, install this plugin. Do this by following these steps:


Step A: Go to your website’s admin page and from the left menu under “Plugins,” select “Add New.”


Step B: Search for Pushcrew

Search for push notification plugin


Step C: Install and activate plugin

Install plugin


Step 3: Create customised push notifications

Currently, this is how your welcome notification box looks:

Default push notification

By clicking the link below, you can customise the following:

  • Title
  • Subtitle
  • Allow button text
  • Disallow button text
  • Location
  • Color
  • Opt-in text

Customization options


This is how our notification box looks after customisation. It looks much better!

Website push notification sample


Step 4: Set up RSS-based scheduling

Notifications aren’t sent automatically. To set up scheduled notifications, you need to upgrade your account or choose RSS-based notification.

RSS-based notification means that once you publish a post, it will automatically send out notifications to your subscribers after 30 minutes.


From the left menu, select RSS-to-push and paste your URL as the image shows below.

Add RSS feed URL

Note: After a few minutes, PushCrew will automatically schedule your latest post. If you want to cancel it, just go to the “Scheduled Notifications” and do what you need to do.

Schedulled push notification

Once you send out a push notification, this is what your subscribers will see in their browser:

Browser push notification example

That’s it. We’re all set.


Scrum for Marketing: How We Get 50% More Things Done without Working More

Months ago, I had a chat with my friend, Zoltan, about a new method he started using. It’s called scrum.

He told me his dev. team became more focused and were able to get more things done without working more. Scrum put product development into a framework so they knew exactly where they were heading and what others in the team were doing.

More focused? Increased productivity? Whatever scrum was, I needed it!

I couldn’t wait to figure out how to apply this method to marketing.

If you are a marketer, you know that there are tons of things you can do to move your brand forward. But it’s simply impossible to do everything at the same time. If you try, you end up doing nothing and heading nowhere.Unfortunately, I did exactly this.

As a startup, my company needed to move quickly and stay focused. Things were changing rapidly and the whole company needed to move as one. Marketing can’t fall behind.

After 3 months of experiments with scrum, our marketing efforts became more focused, we got 50% more things done and we accelerated our speed towards our goals.


In this post, I will show you how we did it and how you can do it too.


Jump within the article:

Scrum in a nutshell

Scrum is a framework to manage complex projects by organizing work and managing scope changes. It also makes the project transparent and easier to inspect. The main premise of scrum is to self-motivating and focus.

Scrum is originally used in software development, but it also has been applied to many different projects from education to house building.

The team works in sprints, and each sprint has a clearly determined goal and a list of tasks need to be completed in order to achieve this goal. In software development, this means that a certain feature or product has to be shipped by the end of the sprint. It has to be something you can hold in your hands.

If you’re determined to become more focused and get more things done in your work or in your private life, then you should definitely read Jeff Sutherland’s book about this method.

How to use scrum for marketing

As a marketer, your goal is to get as much attention to your product/brand as you can, drive traffic to your website and convince those visitors to convert or buy your stuff.

Consider your marketing efforts as a product. You have a machine that drives traffic to your website and eventually converts those visitors into customers.

In our case, we have an inbound marketing machine, which is responsible for driving traffic to our website, converting those visitors into subscribers and later into customers.


Here is how you can build your own marketing machine using scrum:


Step 1: Make marketing scrum-ready

To get started, we need to determine the main goal of our marketing efforts. Without clearly defined goals, we are heading nowhere, so we asked the following questions:

  • What is our goal for this year?
  • What do we want to achieve in the next few months?
  • What are the main KPIs to track our progress?


The next step is to create an action plan to see how to achieve these goals. This is a flexible project plan that might be modified over time.

We started breaking down this goal into smaller chunks by applying the pyramid principle used by consultancy companies. It’s a logical framework that helped us structure our main goal and see what elements needed to be nailed. Here is a general structure we follow:

pyramid principle

The output is a list of tasks and experiments we should complete.


Step 2: Build up your scrum framework

The original Scrum framework has 4 main parts, but for marketing, we merged the last two:

  1. Sprint Planning
  2. Daily Scrum
  3. Sprint Review
  4. (Sprint Retrospective)
A. Sprint planning

Scrum sprint planning

Using the prioritised list of tasks and experiments, the team decides which tasks need to be completed within that sprint. Ask the following questions:

  • What is the main focus?
  • Why these tasks?
  • What are the tasks that need to be completed in this sprint?
  • How can we get it done?

The length of a sprint could be between one week and one month and should be predetermined and not changed once it is started. We use 1-week sprints, but it’s not uncommon to use 2-week sprints.

B. Daily scrum meetings

Daily scrum meetings

The daily scrum meetings keep the team focused and synchronized. It’s a short meeting at the same time every day, and every person should answer the following questions:

–       What did you do yesterday to help the project?

–       What will you do today?

–       Are there any obstacles?


Since we’re a small team, our daily scrum meeting is not separated from others. We hold it together, which is a good way to know what the other guys are working on. So we have a brief understanding where we as a team are heading.

This is a very important step in scrum. If you want to achieve great results, you have to inform each other about the work you have done and about the work you are facing.

The daily scrum is not just about transparency and focus, but it is also a way to help us think out of the box. Sometimes, developers have an answer for marketers’ problems and vice versa.


Pro tip: To keep these meetings shorter and more efficient, we stand while we talk (to reduce meeting time). These meetings shouldn’t be longer than 5 minutes a day.

Since we are a distribution team, we do them usually online by using I don’t often take pictures of these meetings, but when I do…

Online scrum meeting


C. Sprint review


Sprint review

We made many mistakes in the first few sprints, but sprint reviews helped us to better use the framework and to figure out how to work more efficiently as a team. We focused on the following things:

  • What have we done in this sprint and what haven’t we done?
  • What problems and issues did we encounter and how can we avoid them in the future?
  • Review the roadmap and prepare for the next sprints.

This framework makes sure that the most relevant tasks will be completed in time and also it helps us keep improving.


Step 3: Determining task length; scoring system

How do we determine the length or difficulty of each task? How many tasks shall we schedule in a sprint?

Humans are pretty bad at determining the necessary time for a task to be completed. But fortunately, we are pretty good at comparing things.

It’s not a big challenge for us to compare two different animals and tell which one is bigger. We use the same methodology to determine the length and difficulty of each task by using the Fibonacci sequence.

It smells like science, but well…it’s not.


Here is how we do it:

Let’s say we have 4 tasks for the week.

Task 1: Write a blog post (1500 words, research-based piece)

Task 2: Manage social media accounts (scheduling content, replying, engaging with others)

Task 3: Send outreach emails (50 emails)

Task 4: A/B test title on our landing page


Here is the part of the Fibonacci sequence we use: 1,2,3,5,8,13,21

The easier, shorter tasks get lower numbers and the harder and longer tasks get higher numbers. Let’s compare these tasks:

Task scoring

Now we organised our tasks into ascending order. What points would you give to these? Points represent relative difficulty compared to each other. For me, it would look like this:

Task scoring in scrum

Use this methodology every time when you plan your sprint. Compare your tasks and assign points accordingly.

Despite being good at comparing things, we still make mistakes. Sometimes it turns out that a task will be much easier to complete, while others will take longer than expected.

That’s absolutely fine. What you need to do is to adjust your points assigned to that given task and move on.


Pro tip: Leave some reserve in the sprint for emergency tasks. I’m pretty sure it’s not how a real sprint works in scrum, but having some free space makes it a bit more flexible:

  1. Determine the most important tasks that need to be completed in a sprint.
  2. Mark the latest one as “reserve.”
  3. Leave a few points for the tasks that need to be completed ASAP (emergency tasks).
  4. If there is an emergency, use the free space to do that task.
  5. If there is no emergency, then you will complete the optional task from your list as you intended to do before the sprint ends.


Help us spread the love!

Scrum for Marketing: How We Get 50% More Things Done without Working More (Click to tweet this).


Step 4: Tracking progress, measuring stuff

The original scrum methodology uses a sprint burndown chart and a release burndown chart to show what needs to be done to make the product ready.

For marketing, we applied a different methodology to track our progress by focusing on the following metrics:

  • Points completed in the last sprint.
  • Points completed/day (if you couldn’t work for a few days during a sprint due to a holiday, then it makes sense to add this metric).

Here is an Excel sheet we use; feel free to copy it.


Tracking these points shows that we are doing stuff, but are we doing the right stuff?

It doesn’t show if you are heading towards your main goal or not. So we also pay attention to the tasks we have done and the actual results.

We created a performance Excel in Google Drive, showing every experiment and task and the results they drove. It makes sure we aren’t doing tasks just for the sake of points but for the sake of achieving our main goalsDownload our template here.


Step 5: See it in action

To see more clearly what’s happening in the sprint, we use a scrum table. The original table contains the following sections:

  • Backlog: I like to store my ideas in one place. Some of them will be transformed into tasks, but lots of them remain in the idea phase or will be deleted forever.
  • To-do: A prioritised list of tasks need to be completed in a sprint.
  • In progress: This shows what I’m working on right now (max 2 per person).
  • Done: This shows completed tasks.

Note: It doesn’t really matter how you name them; the important thing is for task completion to be clearly traceable and easy to understand for every team member.


There are two great ways to make your table visible for the whole team:

1. Use sticky notes for the tasks and some insulating tape for drawing the table. Unfortunately, I forgot to take a picture of our scrum table, so I drew an identical one here:

Scrum table

2. Use an online tool like Trello. You can replicate the same structure and also add more details to each task. Here is what ours looks like:

Scrum table in Trello

It’s available here; feel free to copy it.

During the sprint, the teams are supported with two specific roles:

  • A scrum master, who helps team members to use scrum to increase their performance.
  • A product owner, who makes sure that the team is heading in the right direction, representing the business, customer or users.


Here is my favourite example of describing these roles:

Imagine the roles of the team, the scrum master and the product owner as a race car. The team is a race car, executing tasks and making the project move. The product owner is the guy who drives the car, making sure the car goes in the right direction. The scrum master is the mechanic, keeping the car well-tuned and making sure to maintain its performance.

Since we are a really small team, we simply don’t have the capacity to have a dedicated scrum master and product owner. Two of our team members wear multiple hats at the same time.



I set up our benchmarks two weeks before we fully started using scrum. We simply scored our tasks and summarized them by the end of the week. This how we started:

scrum benchmarks
Here are the daily average points:

daily scrum points

The fact that our work is 100% transparent and everyone can track our progress put a small mental pressure on us. You can’t really bullshit about your work and postpone things. You have to get things done.

We were focusing on what really mattered while ignoring every distraction that didn’t support our weekly and monthly goals. I learned to say no and it felt good, because I was doing it for a good cause.

Studies prove that working less hours makes us more productive. In our case, our time was really limited but we wanted to get many things done without working extra hours while paying attention to quality. This littletime pressure enticed us to spend that time as useful as possible and to stay focused during work (no 9gag, no Facebook).

Chris Bailey in his book states that spending less time on something allows us to expend more energy on that task rather than more time. This leads to a more concentrated work, which eventually lets you accomplish the same amount of work in less time. This is exactly what happened to us.

However, our productivity fluctuated (which is pretty normal, I think) we saw great progress. I’m sure after a certain level, it’s impossible to further increase your productivity by simply relying on the scrum framework, but there are some other things we could try.

The next step for us is personal improvement and finding ways to automate or outsource less valuable tasks. We need to figure out how to fuel our body to keep it in good shape and use our energy to get more things done faster. I think this will be the topic of another blog post.

But now, it’s your turn to apply scrum in your work. The good news is that it could be applied to almost every field from education to building a simple family house. I’m even planning to use scrum in my personal life. Okay, maybe I went too far, but let’s see what my girlfriend says…

Until then, please share your thoughts with us in the comments below. 

4 Psychological Tips That Will Boost Your Facebook Post Engagement

I’m sure you want to know what your audience thinks exactly about your posts and your social ads on Facebook. Why don’t they like or share them? What makes them click?

We can’t see (yet) what’s inside of our audience’s head, but fortunately, we have some psychological studies helping us better understand human behaviour, so we can capitalise on these behavioural patterns to increase Facebook post engagement.

I put together some suggestions to create irresistible Facebook posts that will make your audience want to click and share your post with their friends.

 Jump right to the tips:

Why do we use Facebook?

In order to figure out how to increase Facebook post engagement, we need to learn more about the reasons people use Facebook. People use social networks to meet two primary human needs:

  • The need to belong
  • The need for self-presentation

54% of female responders said they use Facebook to view videos and photos. 42% of males answered that they use it to share their lives with a wide audience. Other popular reasons are seeing funny posts and following news.


why men and women use facebook

Source:  Mashable


Now, we know why people use Facebook, but do we know why our audience engages with our posts? Why do they like, share and click on something?


Why people like on Facebook?

The main reasons people like something on Facebook is:

  • It’s a quick and easy way to express virtual empathy


  • To affirm something about themselves


  • To get something in return



Why people share on Facebook?

78% of people say they share because this is the way they stay connected to people.

68% consider sharing as a way to give others a better sense of themselves by sharing things relating to themselves and the causes they care about.

49% say sharing allows them to inform others of products they care about and to potentially change opinions or encourage action. 69% share information because it allows them to feel more involved with the world.

Here are the reasons why people share:

  1. To bring valuable and entertaining content to others
  2. To define ourselves to others
  3. To grow and nourish our relationship
  4. To achieve self-fulfillment
  5. To get the word out about causes or brands


It’s not surprising when we say “sharing is caring.” Liking in itself is a quick and easy way to express virtual empathy, and it doesn’t necessarily lead to sharing.

“People want to share with others how they perceive the world and reflect their tastes and how they define themselves.”

Your content is an asset, which helps connect your audience with others and not just with you. At the end, the success of your Facebook posts depends on the actual content behind it.

A great post that points to irrelevant, low-quality content is worth nothing. Eventually your content is what triggers emotions and entices your readers to share it with their friends, but your Facebook post will convince them to check it out.

A typical link post on Facebook looks like this:


And it has three, clearly visible elements:

  • Title
  • Description
  • Image



And one slightly invisible element: your blog post/ article, which is hiding behind your post. Here are some tips on how to make your increase the engagement of your Facebook post.

#1 Create content people want to share

Easy-peasy, isn’t it? Not at all.

Fortunately, Jonah Berger created a framework for creating products and ideas that spread. This can be applied easily for content creation as well. Before creating every piece of content, ask yourself the following questions:

  • Does your content make people seem smart? Does it make them feel like insiders?
  • How can you make sure that people are frequently triggered to think about your content?
  • Does your article trigger a strong (positive or negative) emotional response?
    • Excitement
    • Awe
    • Sadness
    • Anger
    • Fear
    • Contentment
    • Happiness
    • Disgust
  • Does your content have practical value? Useful things get shared.
  • How can you make content consumption more public?
  • Do you have a story people want to tell?


Deliver what you promised in your Facebook post. If people feel tricked, they will leave your website immediately. Due to the recent News Feed updates, Facebook now can track these bounces and will adjust your post ranking according to them.



#2 Make your headlines clickable

When you share a link on Facebook, it will automatically load the title, picture and a short description of your article. In order to make your post catchy, you have to give it an irresistible title.

A study conducted by Buzzsumo revealed the essential elements of viral headlines. These are the following:

  • Emotional element: words that trigger emotions (most popular words: amazing, inspiring, surprising, successful)
  • Content element: describing the content type (most shared titles contained the following content types: Pictures, quotes, facts, tips)
  • Topic element: shows the topic of the article (most shared words: list: 10, how to, quiz)
  • Format element: indicates the post format
  • Promise element: what you will get after reading this article


viral headline format

Source: Buzzsumo

Posts with strong emotional headlines get shared the most. Here you can find some emotional words and here is the process you should follow:


Step 1:

Create at least 5 different headline variations for your content by following the main rules above.

Step 2:

After that, put them into a headline analyser and see their scores:

Analyse your headline

Step 3:

Use this headline analyser to reveal your headline’s emotional score.

Emotional headline analyser And check out the results.

Emotional headline analyser

#3 Write irresistible description

The description (or update box) of your post works like a teaser and intends to increase engagement and entice fans to check out your article. Here are some tips on how to spark engagement:


#4 Use catchy images

Visual content process information 60.000X faster in the brain than text. And 65% of people are visual learners, so it’s no wonder that most of us love images.

According to Canva Design School, the following image types are the most appropriate for Facebook posts:

  • Photos: relevant, everyday photos of products
  • Charts: a simple, informative charts
  • Visual representations: for explaining complex things
  • Comics: everybody likes having fun and it also triggers positive emotions.
  • Annotated Screenshots: a great screenshot is a good way to show instead of tell.


When choosing an image for your blog post, try to avoid using lame stock photos, such as ones that illustrate people with fake emotions. Instead, try finding high-quality stock photos; check out these free sources here.

If you decide to create your own visuals or take your own pictures, here are some color rules you might consider:

color emotion guide

Source: Entrepreneur


What colors do men and women prefer?

The most popular colors among men are blue (57%), green (14%) and black. Interestingly, women’s number one favorite color is blue (35%), followed by purple (23%) and green (14%).

The least favorite colors among men are brown (27%), orange (22%) and purple (22%). Women’s least favorite colors are orange (33%), brown (20%) and grey (17%).

If you are targeting an audience of mostly women or men, make sure to have a look at the preferred colors first. This preference list provides a good base to start to run your own experiments. You can even ask your target audience about their color preferences. Probably, this is the most practical solution.



In this post, I showed you how to use psychology to boost your Facebook posts to get more engagement and drive more traffic to your website.

Always keep in mind that the fundamentals of every successful social media campaign lie in the content itself. Your post has to trigger emotions in order to make people want to share it with others.

You also have to pay attention to how your Facebook post looks, making sure your target audience will engage with it and eventually visit your website.

Use these tips to get started with your experiments and see what works best for your audience.


Have you tried tweaking your posts based on psychology? How did it go?

Please, share your thoughts in the comments below.

6 Things to Think about When Posting Sponsored Posts on Facebook

Do you want to run more efficient sponsored post campaigns on Facebook? Of course you do!

I’m sure you aren’t really satisfied with the current performance of your campaigns. It’s just too expensive, customer acquisition costs are high and we often couldn’t get really good engagement from our fans. Quite frustrating.

Facebook sponsored posts shouldn’t be expensive if you do it right. This guide will help you create sponsored posts that deliver results and won’t cost you a fortune.

I will show you how an online brand was able to triple their campaign ROI and double engagement on Facebook by simply following these 6 principles.

To get started we should first structure the problem, take a look at the pyramid of social media.

Every successful social media campaigns have two really simple characteristics. They are relevant for the audience and they appearance is just irresistible.

Appearance and relevance

For a successful social media campaign your content has to be relevant, which means that it’s well targeted for a specified audience, provides incredible value and it just appears in the right time, when your audience is ready to engage with it.

It also important to pay attention to the appearance of your posts, how does it look like in the news feed? What is your message? Does your headline trigger emotions, enticing audience to click? Does your image looks gorgeous?

This is how our pyramid looks like in full detail:

pyramid of social media

Understand how News Feed algorithm works


The News Feed is a pretty complex algorithm, using hundreds of parameters to filter users’ News Feed to serve them with content they like. Here are the major factors it takes into account:

  • Interest: interest of the user in the creator
  • Post: posts performance among other users
  • Creator: performance of past posts by the content creator amongst other users (does this source provide value for readers?)
  • Type: type of post user prefers
  • Recency: how new is the post (Is this content relevant now?)

News feed ranking factors

If we pair our pyramid with Facebook’s main algorithm elements, then we get the following:

pyramid of social media

It clearly shows that most of the ranking elements are part of the relevance category and one is part of the appearance category.

We often spend too much time on improving the appearance of our promoted post and simply spend less time on trying to be more relevant.

Let’s see how you can nail each element of the pyramid!


1. How to target your audience on Facebook

AudienceIt’s all about how well your audience is determined and how well you know them. If you have validated buyer personas, then you already have a detailed picture in your mind about your audience. Which is awesome and super important. You have to target those people.


Facebook offers great features to efficiently target your audience. Here I’m going to mention three methods:



If you want to convert one-time visitors into subscribers, customers or just want them coming back retargeting should be your targeting method. It’s pretty effective, since retargeted users are 70% more likely to convert and retargeted users convert 147% higher than brand new ones.

You can target people who already visited your website within a given time period, but haven’t converted yet. Or who visited a specific page on your website, so you can further customise your offer, making it more relevant to them.

Here is a quick guide on how to set up retargeting:


1. Go to your Facebook page’s dashboard and select “Adverts Manager.”

Select Adverts Manager

2. From the menu, under the “Tools,” section select “Pixels.”

Select pixels

3. On the left side, choose “Create Custom Audience” and click on “Create Audience”

Create audience

4. After that  you can set up the details of your retargeting campaign.

Set up campaign details

Create custom audience segments

If you have a wide variety of topics, then segmenting your website visitors is essential. Facebook pixel makes it easy to separate people with different interest.

Follow these steps and create custom audience segments:


1. On Facebook go to your page’s dashboard and select “Adverts Manager.”

Select Adverts Manager

2. From the menu, under the “Tools,” section select “Audience.”

Select audience

3. From left, choose “Create Custom Audience.”

Custom audience

4. Set up your the parameters of your custom audience after selecting website traffic from the list.

Set up targeting

Include links or keywords which can be associated with a certain audience segment. For example if you have a “health” section on your website, then a link pointing to this topic probably looks like this: or


In this case if you want to target people interested in health-related articles, then your keyword is “health”. If you don’t have separated categories, just add links, which are probably read by a well-specified group of people.


Target similar people with Facebook Lookalike Audience


If you want to target new people, who are similar to your current follower base, then Lookalike Audience is definitely something you should experiment with. Here is how to set it up:

1. Under the “Tool” menu, click on create audience and choose “Lookalike Audience.”

Select lookalike audience

2. From the settings, select the audience you want to find.

Create lookalike audience

If you want to target your competitor’s follower base, then in the advert settings select the specific interest (for example competitor’s name) you need.


2. Create content your audience wants to read and share


Now, you have a well-targeted audience. Your next step is to create content they find extremely valuable and engaging so they probably will share it with their friends.

Since this post is focusing on creating awesome sponsored stories on Facebook and great content is an essential element of it, then we simply can’t skip it.

Instead of going into the details about creating high-quality content I added a checklist containing the most important elements you should pay attention to. I also added some really great guides on creating epic content. Here is the checklist:

  1. Your content has to solve a problem or answer a question your audience has
  2. Create tempting headline (4Us: Urgent, Unique, Useful, Ultra-specific), check it’s score with headline analyser.
  3. Overwhelm readers with value
  4. It has to offer great user experience on any device.
  5. Combination of the following elements (not necessarily all of them): high quality, trustworthy, useful, interesting and remarkable.
  6. Different in scope and in detail from other works (beat the competition)
  7. Triggers emotional response (awe, surprise, joy, anticipation, admiration)
  8. Deliver content in a unique, remarkable, unexpectedly pleasurable style or medium.
  9. Use lot of quality images (if applicable, depends on the content type)
  10. Use colons (if applicable, it keeps readers read more)
  11. Be controversial if possible
  12. Make it easy to share (Share buttons, click to share icons)


Here are some stats about the most shared content types:

Average Shares by content type



Typically articles triggering positive emotions such as awe, laughter, amusement generate the most shares.

Popular emotions



If you want to learn more about how to create epic content, just check out these awesome resources:

Now we already have a well-targeted audience and our epic content is just ready to spread on social media.

Provide content your audience likes


But when shall we promote our content? Timing is crucial, let’s see how we can do it right.


3. Perfect time for promoting your post on Facebook


I’m sure you already read articles about the best time to promote your post on Facebook. You can estimate your audience’s most and least active times by simply using Facebook’s built-in feature.


1. On your page click on “Insights”

Select insight

2. From the left menu select “Posts”

Select posts

3. Here is what should you see:

Facebook activity

It’s pretty good for giving a rough estimate about your audience’s activity, but not enough for capitalising on newsworthiness. So what should we do?

After posting your post on Facebook wait and see how your audience reacts. Once the engagement of a given post is increasing (people start sharing it), that’s the perfect time to put some money behind that content and boost the story.

If people start engaging with your post, shortly after you published it, indicates that the post is interesting at the time it was posted. Facebook will give them a boost, meaning that it will rank better in News Feed and will reach a broader audience.

FourFourTwo online brand did the same with their content. They started to real-time monitor how the articles are being shared. Once a given article started to spread within a short period of time they immediately started to boost that story on Facebook.

Simply basing content promotion decision on real-time engagement the marketing team of FourFourTwo was able to double the audience of the selected section of their site and got 3x more likes on Facebook.

This higher engagement on Facebook helped them to decrease user-acquisition by 77% and reduced cost per clicks by 45%. The ROI of these campaigns were around 300%.

One thing you should keep in mind that not all of your content will be a big hit. Even if you think it provides great value to your audience, it’s pretty normal that things aren’t picked up. But some of your content will and those are the social traffic golden mines.

Now we have a solid foundation for our campaign, in the next step we should dress it up and make it irresistible on Facebook.

Post appearance

4. Select the appropriate post format

Post format

Selecting the appropriate post format depends on the preferences of your audience, since user post preference is part of the News Feed algorithm. If your audience tends to engage with photos, then they will see more photos in their News Feed.

If you publish a wide variety of posts, then you can benchmark them by using Facebook insights. To find out which type of post got the highest engagement go to your page’s admin site and click “Insight” from the upper menu.

From the left menu select “Post”

Select posts

Scroll down a bit and you will see a list of all posts published on your page with engagement data, clicks and reach.

Post engagement data

Since you’re a content crafter then most of your shared posts are link posts pointing to your articles.

In general we can say that link posts (with pulled-in images from your article), images and native Facebook videos perform best in News Feed.


5. Find the perfect image for your post

Creative65% of us are visual learners and images process information 60.000X faster in the brain than text. It’s no wonder that we love images.

When sharing a link of your article, make sure that Facebook can pull in the necessary meta tags from your website. It ensures that images added to your article will be automatically attached to your post.

Articles with working Facebook preview image meta tag got three times more shares than articles without these tags.

Average Shares for articles with or without Facebook thumbnail


If you content has nothing to do with cats and cute animals, it’s time to let them go. Content with relevant images get 94% more views. You can also try to use colored image, since it increases people’s willingness by 80% to read your article.

The following image types are the most appropriate for Facebook posts according to Canva:

  • Charts: simple, but informative chart
  • Visual representations: if you need to explain complex things a simple visual representation could be the solution
  • Photos: everyday photos of the topic you wrote about
  • Comics: to trigger positive emotions and have fun


Pro tip: only use images you have the right to use. Check out the license types here.

Here is a list of websites to find high quality free stock photos, but if you want to create your own illustrations, try this drag and drop visual editor.



6. Craft a catchy headline and description

Image_5.pngA great headline makes your audience click. A description added to the text field of your post is a teaser and intends to increase post engagement. Here are some things you should keep in mind:

For description:

  • Using hashtags can increase interactions by 60%
  • Ask questions, since  your post could get 23% more engagement
  • Tag related pages, when it makes sense to reach a broader audience
  • Try to use emojis if applicable, it could further increase engagement.
  • Remove links from link copy. Your post will look much better.

For headline:

  • Keep link title short and sweet (less than 100 characters)
  • Make sure your headline triggers emotions. Use CoSchedule’s or Aminstitute’s headline analyser.
  • Don’t use click bait headlines, News Feed algorithm doesn’t really like it


Key takeaways

By paying attention to the elements of the pyramid you could get significantly higher engagement and drive more traffic from Facebook to your website.

First, determine your target audience and select the appropriate targeting method provided by Facebook. You can use retargeting to target those who already visited your page, but you can also create custom audiences based on interest and behaviour. If you currently have an engaged audience, then targeting similar people to them by using lookalike audience could be a great option.

You also should pay attention to your content quality, making sure that your audience will like it and share it with their friends.

To harness the power of newsworthiness monitor how your content is being shared after publishing. Once engagement surges within a short period of time, then that’s the perfect time to boost that post to reach a much broader audience.

Don’t forget to spend time on your post’s appearance. This is what your audience will first see, it has to look gorgeous. Take your time and craft the perfect headline, write an enticing teaser (text field of your post) and make sure the image attached to the post is relevant and simply looks great.

Keep in mind that not all of your articles will be a big hit, even if you follow the 6 principles mentioned above. But if you follow these rules you can significantly improve the chances that even more of your Facebook campaigns get higher engagement and eventually drive more traffic to your articles.

How to Increase Content Conversion by Using Facebook Retargeting

Do you want to increase your content conversion rate and get more subscribers and customers?

I’m sure you agree with me that converting ice cold traffic is pretty difficult.

It takes time to convince a simple visitor to convert into a subscriber and eventually become a customer. It takes 6-8 touches for a user to make a purchasing decision according to Salesforce’s report.

Most of your first-time visitors probably won’t come back and will never convert, but letting them just go away is a huge mistake.

Facebook remarketing is a pretty effective way for retargeting visitors who have previously visited your website. There is no question about its effectiveness, since users who are retargeted are 70% more likely to convert, and retargeting can lead to 147% higher conversion rates. 

It is much easier to keep and convert these readers than to get new ones to your site and convince them to convert.

In this post I’m showing you how you can use Facebook retargeting to increase content conversion and get more subscribers and customers.

We’re going to segment our audience according to their lifecycle stage and interest, making sure that you target them with the right content and provide them an irresistible incentive to convert.


Lifecycle Stage and Interest Targeting Matrix

You have to make sure that your targeting is effective and your content resonates with your audience. This is the foundation of every successful social media campaign. For better targeting, we can segment our audience into two dimensions:

  1. Lifecycle stage
  2. Interest-based (topic segmentation)—what topics did they read in the previous weeks?

Segment Audience According to Lifecycle Stage

Lifecycle stage of your readers will vary according to your business model. In this example, we distinguish the following three stages:

  • Visitor: Everyone who visited your website within a certain period
  • Subscriber: Everyone who subscribed to your newsletter
  • Customer: Users who paid for service or subscription

Audience lifecycle stages

We should apply lifecycle-based segmentation, since in each stage, we are focusing on a different goal:

  • Visitor: Convert them to subscribers to keep them coming back
  • Subscriber: Convert them into paying customers
  • Customer: Extend lifetime value or upsell

Audience lifecycle stages with goals

Interest-based segmentation: Increase engagement with the right content

Since we don’t want to target readers with irrelevant content, we should pay attention to what they actually like. This is when interest comes into play. Let’s assume that you have three different content categories on your website:

  • Business
  • Health
  • Science

topic segmentation

From there, targeting is quite simple. Target readers who expressed some kind of interest on your website in a specific topic.

Note: The smaller your audience is, the less audience segments you should create. The reason is simple: Chances are that your custom audiences won’t reach the minimum size required by Facebook. It means you can’t target those visitors until that custom audience segment is big enough.


So, we have two targeting dimensions ready: lifecycle stage-based and interest-based.

It’s time to go one step further and merge these targeting dimensions.


combining topic and lifecycle segmentation


By combining them, you can achieve more accurate targeting, and if you add engaging content dedicated to each audience segment, you can expect that your conversion rate will increase further.

combining topic and lifecycle segmentation


Let’s go to Facebook and set up custom audiences for these audience segments. Here is how to do it.


Step 0: Getting ready

If you haven’t added Facebook pixel to your website yet, now is the time.

This pixel tracks your audience who have previously visited your website. This is possible by placing cookies into the visitors’ web browser, making it super easy to further segment your audience. Here is Facebook’s implementation guide.

Done? Let’s move to the next step.

What we are going to do:

  • Create audience segment for visitors who haven’t converted yet
  • Separate subscribers from one-time visitors and customers
  • Create audience segment, targeting just your customers


Step 1: Separate visitors from the others

Go to Adverts manager, and from the upper menu click on “Tools” and select “Audiences” from the dropdown menu.

Select audience


On the left-hand side, click “Create audience” and select “Custom audience.


Create custom audience

Select “Website traffic” (this is why the pixel is needed).


Select website traffic

On the following window, create one audience for existing visitors, focusing on a selected topic such asbusiness.

  • Include those who have visited “business” topic within a given time period. (The maximum value you can set is 180 days.) The longer the period, the lower the engagement is.
  • Probably the URL of your topic is similar to this: Add “business” keyword to the inclusion.
  • Make sure to add exclusions as well, since we don’t want to target those who are already subscribers or customers.
  • I assume you have a dedicated website where your subscribers or customers are redirected right after conversion. Use these thank you pages at the exclusions like the example shows below.

Here is how to do it.

Next to the “website traffic” under the drop-down menu, choose “custom combination.


Select custom combination


Add new exclusions by providing the URL of the page your visitors see right after subscribing to your website or becoming a customer:

Excluding subscribers and customers

Also make sure that the keyword of your topic section is included.


Make sure that topic keyword is added

NOTE: People will be removed from your audience after the set time period, unless they visit your website or a specific thank you page again. This method only allows you to target people who became subscribers within a given time period. It’s perfect for subscriber nurturing right after they became subscribers, but not appropriate for long-term social media targeting. For long-term targeting use list-based targeting.


Step 2: Create segments for your subscribers

Head back to custom audiences and create a new one, but now focus on your subscribers. In this case, you can apply two targeting methods:

  • List-based
  • Website visit-based


Option A: List-based targeting

Since you are targeting subscribers, you already have a list with their email addresses. Export this list from your email marketing tool and upload it to Facebook. First select “Customer list” and …

Selec customer list

… then choose one of the following options:


Add list

Note: It is worth segmenting this list according to interest. It just make sense to target people who are interested in health with health content. If you don’t have a segmented list, just move to the next method: website visit-based targeting.


Option B: Website visit-based targeting

Website visit-based targeting is quite similar to visitor segmentation, which we did first, only the inclusion and exclusion parameters will change.

Click on “Create new audience” and select “website traffic.


Add the appropriate inclusions and exclusions, similar to the protocol for visitor segmentation.

Subscriber targeting

This custom audience contains users who became your subscribers within a set time period who are interested in business-related articles, but they are still not your customers.

NOTE: People will be removed from your audience after the set time period, unless they visit your website or a specific thank you page again.


Step 3: Create audience segment for customers

In this case, you also have two options: list-based and website visit-based targeting.

If you have topic or interest-based lists of your customers, add them and create a custom audience for each (just follow the instructions of the first part of the previous step). If your customers are not segmented, just go to the website visit-based segmentation.

Click on “Create new audience” and select “website traffic.


Add the appropriate inclusions and exclusions, similar to the protocol for subscriber segmentation.


This custom audience contains users who became your customer within a given time period who were interested in business-related articles.

NOTE: People will be removed from your audience after the set time period, unless they visit your customer thank you page again. This method is perfect for customer nurturing, but not appropriate for long-term social media targeting (since after the set time period, they won’t be targeted anymore). For long-term targeting, use list-based targeting.


Okay, we are set! Once you decide to promote your content, you can easily select a super targeted audience segment.

But before you start promoting a piece of content and driving traffic to your website, you have to make sure that visitors can convert, since it doesn’t make sense to pour water into a leaking bucket.

The best way to convert your visitors is to drive them to a dedicated landing page, offering a great incentive based on their lifecycle stage and interest. What do we need?

  • An irresistible offer
  • A clear call to action


Clear call to action

When crafting a call to action for your content, keep in mind the following requirements:

  • Speak to people directly
  • Make it clear what benefits they will get
  • Make sure that you have the buttons and color right

Guide for improvement:


Use incentives

Incentive for conversion

Most of your readers won’t give their email address to anyone. The simple reason why people are not subscribing/signing up is that you don’t give them enough incentive (apart from the frequent updates). Give them a strong reason to sign up. “Scratch my back and I will scratch yours.” A great incentive can be:

  • Source of inspiration
  • Promise to solve a problem
  • Chance to rapidly expand knowledge
  • Direction needed to achieve a desired goal

The most popular and best converting incentives are:

  • Email courses: Short content delivered to the subscriber’s inbox. Break up old articles and repurpose them as email courses. Example: Weekly tips to improve your health, 60-day exercise plan.
  • Video courses: Transform old posts into a series of videos.
  • Downloadable content (cheat sheets, guides, templates): Typically, a PDF document readers can follow and achieve a specific result.

You can also use list builder tools like Hellobar or Sumome. These allow you to add advanced display rules, so only a determined audience segment will see your offer.

What is your most effective targeting method? Have you ever experimented with lifecycle stage targeting?

Photo: Davide Ragusa

How The Top Publishers Perform on Social Media

Bloggers and publishers aren’t in an easy situation nowadays. The industry is changing and people are consuming online content differently than they were even five years ago. A major behavioural shift took place (and is still taking place) which fundamentally affects the whole industry:

Publishers are forced to change and capitalize on opportunities social media promotion offers. Companies like Buzzfeed raised content promotion to new levels by highly relying on social media. Publishers have to figure out how to get the most out of social media promotion, which is why this post is focusing on social media traffic by examining six different publishers’ social activity in greater details. Here is the selected list of publishers:

  • Buzzfeed
  • The Huffington Post
  • The New York Times
  • Mashable
  • The Guardian
  • The Telegraph


Some of these publishers work in different industries; some do not, which is why it doesn’t make sense to directly compare them and nominate the number one performer. The goal of this post is to reflect on how some publishers with different profiles use social media and to provide a workflow which can help you do the same analysis and spy on your competitors. Perspectives of our analytics:

  • Revealing each website’s traffic structure
  • Focusing on the most popular social media channel
  • Analysing their social activity


Here you can find some general information about these websites.






Traffic structure

How do these publishers drive traffic to their website? We used Similarweb to reveal their traffic structure.



Publishers with similar profiles like The Huffington post, The Guardian, The New York Times and The Telegraph, search and direct traffic are the dominant source of visitors. For publishers that emerged in the last 5-10 years, such as Buzzfeed and Mashable, social media is the number one source of traffic.

Let’s examine social traffic in greater details.


Facebook is the number one source of traffic for our selected six publishers. It is responsible for 50-80% of the overall social traffic. The second biggest channel in general is Twitter, but in the case of Buzzfeed, Pinterest (due to the huge amount of visual content) took second place.


In the following part of this post, we are focusing on social activity on Facebook.


If we search for the social profiles of these publishers, we will notice that they use separated social profiles for different topics. This is a really good way to keep their messaging and content targeted by creating different audience segments.

This separation simply makes sense if you have a broad set of topics and a massive number of visitors. We don’t want to promote health and fitness content for techie people. This chart shows how many different social profiles they have on Facebook.




Examining social profiles

Since most of our selected publishers have more than one social profile on Facebook, we decided to focus on only the main social profiles. To examine their social activity, we used Fanpage karma and Buzzsumo. Here is the list of information we looked for:

  • What is their avg. engagement rate?
  • How often do they post?
  • When are they posting?
  • What are they posting? (What type of posts?)
  • Best performing posts


Follower base in itself is just a big vanity metric, since everyone could buy millions of likes. What really matters is engagement. It is better to have only 10 really engaged followers than 100 not engaged followers. Look at the chart and see their average engagement rate.



How often do they post?



There is always a debate on the optimal amount of posts on Facebook. One thing is sure, there is no one best way, since posting frequency depends on the following things:

  • Profile of the website (type of articles)
  • Number of content published
  • Structure of follower base (where are they coming from?)

Does posting more content lead to better engagement? I did a correlation analysis and it turned out that there is actually a strong (-0.8060) negative correlation between posting frequency and engagement. The more frequently a publisher posts, the lower the engagement is*.



*This is a rough estimate, since there are many things that could affect the engagement rate, such as post type, timing, post optimization (headline, text etc.).



When are they posting?

Optimal posting times could be misleading. Some sources say you have to post at peak times when your followers are the most active. Others say that you should avoid peak times and rather concentrate on non-peak times, because the noise is much lower.

You could figure out what are the best times to share and promote your content, but it doesn’t guarantee that when you post within a given time period, your audience will engage with that post. Check out this tool for optimising your social media campaigns on Facebook.

However, it is pretty good to get a rough estimate on the activity of your audience. Here is the distribution of posts per weekday (November 2015-January 2016).



What are they posting?

Facebook provided more details about the performance (number of clicks) of different post types. According to their data, posts with links receive more clicks than links that are buried in photo captions (links added to a photo post).

News Feed algorithm prioritizes by showing links in the link format and showing less links shared in captions or status updates. This chart shows what post types are used by our selected publishers.



It is no wonder that most of the publishers post link posts on social media (this is how they drive traffic to their website), and Facebook prefers this type of posts. How does their audience engage with these post types?



Note: Reactions are likes, shares, comments.

Pro tip: Try to combine different post types and see which resonates with your audience and gets the highest engagement.


Best performing posts

I did a quick analysis on Buzzsumo to figure out these publishers’ most-shared articles during a three-month period (November 2015-January 2016). The following chart shows how many shares these articles got.



Just for fun, here are these articles:

18 Photos That Won’t Make Sense to Sisterless Families
Powerful Images Showing Where Young Syrian Refugees Sleep
The 61 Best Teacher Memes on the Internet
The Huffington Post
Mini Fedoras for Man Buns Now Exist, Apparently
Painting of Donald Trump as a Pile of Poop by Street Artist ‘Hanksy’ Appears in Manhattan, New York
‘All I Want for Christmas Is You’ Sung in a Minor Key Sounds Eerily Different
The New York Times
52 Places to Go in 2016
Choose to Be Grateful. It Will Make You Happier.
All Politicians Lie. Some Lie More Than Others.
A Woman Is Knitting Tiny Wool Jumpers to Keep Her Chickens Warm
An Expansive Photo Record of Native American Life in the Early 1900s
This New Ad Will Convince You to Never Again Judge A Mom
The Guardian
Indonesia Is Burning. So Why Is the World Looking Away? | George Monbiot
Religious Children Are Meaner Than Their Secular Counterparts, Study Finds
1,052 Mass Shootings in 1,066 Days: This Is What America’s Gun Crisis Looks Like
The Telegraph
Traffic Camera Captures Glorious Image of Snowy Owl in Flight
Play Your Part: Help Defeat Dementia
Chinese Buy Up Bottles of Fresh Air from Canada


Google AMP vs Instant Articles: The Most Important Differences You Need to Know

Facebook and Google took a big step toward by improving mobile user experience and making website loading time faster. Facebook came up with Instant Articles (IA); shortly after, Google introduced Accelerated Mobile Pages (AMP).

But what are these solutions? What’s the difference between them? Which one could be the ideal option? Trust me, it is quite easy to get confused about these solutions. But I have great news!

I dedicated this post to comparing Facebook Instant Articles with Google Accelerated Mobile Pages according to different point of views, addressing the most serious issues.

In our previous blog posts, we already talked about them in great detail. If you want to learn more about these solutions, just check out the posts here:


Let’s get started! 😎


What is it?

Google AMP is a redesigned and streamlined framework for creating mobile web pages. It creates a new version of each page with an AMP HTML file, JavaScript framework and AMP CDN (Content Delivery Network), which automatically caches websites and loads from Google’s high-speed servers.


Facebook Instant Articles is a mobile optimized html5 document for mobile users, which is visible for readers reading articles on Facebook’s mobile app (iOS or Android). It allows publishers to host their content on Facebook (apart from the publisher’s own website).


How does it work?

Google AMP generates an alternate version for the AMP-optimised site on a separate address, for example: Once you publish a new article, it will automatically generate its AMP version.


With Facebook Instant Articles, a new RSS feed will be generated for Instant Articles, which meets with the formatting requirements. Once you publish a new article, it automatically generates the Instant Article version, which is hosted on Facebook as well.


What is the main benefit?

Both solutions provide a much faster, mobile friendly experience on mobile devices and a more organized and beautiful way to display ads. But there are small differences. Keep reading.


Who can see it and when?

Google’s Accelerated Mobile Pages are visible for mobile users searching on Google. Once you publish an AMP-optimised article, mobile visitors will be redirected to it.


Facebook Instant Articles are only visible for users reading articles by using Facebook’s mobile app. Note that after publishing your article on your website, it won’t be posted automatically on Facebook. Once you share a link to your article and it has an Instant Article version, users browsing from Facebook’s app will be automatically redirected to the Instant Article.


Help us spread the love!


Ultimate Comparison: Accelerated Mobile Pages vs Instant Articles via @momentumai (Click to tweet).



What if these users share this content on other platforms (for example, via email or WhatsApp)?

With Google AMP, if a user opens the article link on mobile, she will see the AMP version of the site. If a user opens it on desktop, she will be redirected to the desktop version of the article (not AMP).


If Instant Articles are shared outside of Facebook’s app, everybody who clicks on that link will be redirected to the original version on the publisher’s website. If they are browsing on mobile, they will see the mobile web view. Facebook’s Instant Articles is not that open, compared to AMP.


Example of Accelerated Mobile Pages and Instant articles

This is how an AMP looks:

Source: Google


This is an Instant Article:



How does it affect users’ behaviour?

Google AMP: Early experiments show that people read more more when content loads instantly. Faster loadingtime also led to a lower bounce rate.


Instant Article: Users are more likely to click and share Instant Articles with their friends. Due to the fast loading time and better user experience, a higher percentage of users who click the article will actually read the content.


What happens to my traffic?

Google AMP: People clicking on an AMP article will visit that page hosted on Google’s servers. Remember, the link looks like this:

But according to Google, it won’t “steal” traffic from publishers. Once the user clicks on another article through content recommendation or from the menu that doesn’t have an AMP version, the user will be redirected to the publisher’s site.


Instant Article: Facebook mobile users clicking on an article you shared won’t visit your website directly, since they will see the Instant Article hosted on Facebook. But once a user clicks on another article link that doesn’t have an Instant Article version (through content recommendation or internal links embedded into an IA), the user will be redirected to the publisher’s site.


Lead generation opportunities

Google AMP: Generating leads is restricted, since third-party forms are currently not allowed (but there is a solution to add lead-capturing forms by using iframe.


Instant Articles: Facebook lets publishers put a newsletter sign-up message at the bottom of their Instant Article, providing an opportunity to capture leads and build more direct relationships with their readers. You can even add links pointing to other articles or landing pages on your website.


Are paywalls supported?

Google AMP allows publishers to implement paywalls in the AMP ecosystem.

Instant Articles doesn’t allow paywalls.



Google AMP gives publishers full control over their ad inventory and how they sell it. But publishers have to choose an ad network from the list of Google’s official partners.


Instant Articles includes one large and one or two small banners for every 350 words of content. If your content consists primarily of images or media, ads must not exceed 15% of the content. Ads are placed automatically, but you can manually determine the placement within your articles.

Facebook offers publishers two options:

  • Sell ads themselves (entitled to 100% of revenue generated from ads)
  • Allow Facebook to handle ad selling (entitled to 70% of revenue, Facebook keeps 30%)

Note: If you decide to sell ads directly, then you won’t get access to Facebook targeting within Instant Articles.


SEO impact (SEO ranking boost)

Google AMP makes your website fast and mobile-friendly. Both are parts of the search engine algorithm, so generating an AMP-optimised version of your webpages could improve your ranking (especially if your website is not mobile-friendly and if it is slow), but AMP in itself is not a ranking factor.

There are other issues with backlinks. If another site is linking to your AMP content, it is possible that it’s not pointing to your website domain directly, but to A typical AMP link looks like this: The URL begins with “”. What’s happening to the backlinks?


An Instant Article doesn’t modify your website’s content; it generates a newsfeed used by Facebook. Instant Articles are hosted just on Facebook, so it seems that it doesn’t have any direct impact on SEO. If somebody links to an instant article, then everything should be fine with SEO since the backlink points directly to your website.

If you know more about its impact on SEO, please let me know in the comments.



WordPress plugin available? (For other platforms: setup guide)

Google AMP: Yes:

For other platforms see the official website.


Instant Articles: Yes:

For other platforms checkout the official website.


Requires modifying current workflow?

In both cases after the initial setup, you have nothing to do; you can publish content as you normally do. Instant articles and AMP are automatically generated.


Analytics and data

Google AMP has built-in support for Google Analytics and for tools such as Chartbeat, Adobe Analytics and ComScore. AMP pages will be analysed just like regular web pages. Check out the official partners here.

If you’re using other analytics or tracking tools that are not official partners of Google, then the situation is a bit more complicated. Third-party JavaScript is mostly forbidden on AMP sites, but by using iframes, it is possible to include scripts on a page (for example lead capturing forms).


Instant Articles is compatible with industry-standard content analytics tools and publishers can also use web-based analytics software to track article traffic. Information is similarly passed through, just as in the Facebook app’s embedded web browser.



You can expect that Instant Articles and Google Accelerated Mobile Pages will significantly change the way we and our readers consume content on mobile. Both solutions are still evolving, so additional features and changes are expected.

Do you have further questions regarding AMP and Instant Articles? Please let us know; we are here to help.