A style guide is essential for any growing business. The primary purpose of a style guide is to provide clear marketing guidelines and make branding and communication easier, both internally within your team members as well as externally to your customers and stakeholders.

A good style guide should clearly explain:

Here are some examples of a company style guide:

In this guide, we will walk you through the process of creating a style guide for your own business/ brand.

Don’t miss the last part, because after introducing you to what elements you need to consider, we are providing a customisable template for you to use right away!

A. Brand Identity

A style guide should clearly and concisely guide the reader to understand the business’s key value, vision, and brand before creating any content or designs for your company. Here are some things you should include:

“Who we are”: Mission and Vision

Brand Personality

Target Audience and Tone of Voice

It’s similar to a teacher selecting appropriate teaching materials for a specific class. For example, teaching kindergarten children about colours instead of chemicals. Then, how does the teacher teach? Do they use a formal tone? Are they funny? Do they simplify things? Or do they use technical terms?

Keep your brand identity in mind when going through the next sections!

B. Graphic Elements

In this section, add the graphic elements and media your brand should consistently use to showcase your brand. Logos, illustrations, photos of your products, videos, etc. fall into this scope. We suggest you include some guidelines on how to use these graphic elements as well.

Logos

Logos are the face of a brand and might come in many different formats.

You should consider creating different versions of your logo:

Example of logo in different formats from Spotify:

Logos – Do’s and Don’ts

Explain how to use the logo correctly to ensure that your logo is recognizable to your audience. Think of what you should and should not do when using your logo.

These are some things you can consider:

Example of Do’s and Don’ts from Linkedin:

Imagery

For your social media or website marketing and branding, we suggest you use consistent style and designs of imagery, illustration, and other media to represent your brand. In the style guide, note a collection of vector arts, photos, illustrations, and other graphics to be used.

Consider the below:

Example of Photos/ Video guidelines from Slack:

C. Colour Scheme

Think of the colours that would represent your brand and be used repetitively throughout your design for varying purposes.

The main types of colours your should choose are:

1. Main brand colour

The main brand colour is the colour that will consistently appear in all of the branded publications (advertisement, website, printed material, etc.). This colour will be the symbol of your brand.

Below are some guide questions on determining your main colour:

• What is the nature of your business?

Example: Blue is commonly found among financial services as blue symbolises reliability and stability.

• Look into the psychological effects that colours bring.

What kind of emotions or feelings do you want your customer to feel?

Example: Snapchat = Yellow

• Take inspiration from what your key product or service is about.

Example: Netflix = Red and Black, inspired by the colours in real-life cinema and theatres.

2. Secondary Brand Colour

The secondary will also appear frequently in your branded materials, but less than the main brand colour. The secondary colour will also commonly go along with the main brand colour, side by side, as a background, or around the main colour.

You can consider choosing a colour that is either contrasting OR similar to your main brand colour. In the examples below where yellow is the main colour:

3. Shade colour

Shade colours are the lighter or darker versions of your main and secondary brand colours, as you see appropriate. This can be done by adding white/grey/black to your main and/or secondary brand colours.

We suggest you have multiple shade colours to allow flexibility in design and typography.

Example: The image below shows some shades of blue.

4. Neutral colour

Choose some neutral colours, from white to black, that you want the brand to consistently use for text, extra design, and more. This also prevents your brand from using too many colours, which might blur the brand identity.

Examples of neutral colours:

Tools for getting inspirations for and choosing colours

Colours combination tools:

Tools for obtaining HEX codes, RGB values, and colour names:

D. Typography

Font

Decide the key font styles your brand will use repeatedly. You should choose an entire family of the font style (bold, italic, different sizes etc.).

When choosing a font style, you should consider:

• Availability: If it is free and accessible in design tools, for your and your team’s convenience):

• Building Emphasis: Build a focus according to where you want your audience’s attention to be by considering the factors below:

Open source font library

Sample usage of Font

In the style guide, show the examples and sample usages to specify what size and style (e.g. boldness, italics, underlining) should be used in which circumstances for your brand.

The list below is a sample of commonly seen ways of using text:

Example: Below are sample images showcasing how you can use text to arrange the content to grab the viewers’ attention and make it easier for them to follow along.

Tools for choosing fonts

Here are some online websites you can use to generate ideas for what type of font you want to use, and you can also see how the combinations of different font styles work.

Font pairing tools:

These are some tools for you to visualize the size of your font and give you a rough idea of how much difference in size you would want your text to be.

Font sizing tools:

This is helpful, especially when designing digital materials such as social media posts, online posters, or downloadable documents.

Additional tip: for printed materials, always print out your project at 100% size, without scaling, to determine if the font size is legible for your printed project.

Use Our Style Guide Template

Great job reading through all the elements you should cover in your brand style guide so far!

To make your job easier, we have prepared a customisable style guide that you can use to start summarising the brand identity, graphic elements, colour scheme, and typography for your brand. Access this template, save as on your own device, and start editing!

Click to access the template (Figma)

Note: We created the template using Figma, a cloud-based tool useful for UI/UX and prototype design. If you do not have a Figma account, sign up first to access the template (it’s free)!

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The post How to Create a Style Guide: Building Brand Identity appeared first on Foundation for Shared Impact.

Introduction

This guide provides instructions on how to set up 1) A Google Ads Account, and 2) Conversion Tracking for Google Ads.

Conversion tracking is Google’s method of detecting what actions people take on your website, and if they clicked through the Google Ad to get to your website. It is important to set this up to know how well your Google Ad campaigns perform.

If you have set up Google Ads already but are not sure what campaigns to implement, here are two guides on the must-have campaigns for two different business models, driving Ecommerce sales or Leads for services:

• Google Ads for Ecommerce
• Google Ads for Leads

1) Create your Google Ads account

1. Navigate to the Google Ads homepage and press “Start Now”

Using Google Ads requires a Google Account. If you use Gmail, that means you already have a Google account so you can skip to the next step. If not, you’ll want to create a separate account for your business.

2. Enter your business name.

• It is recommended to press “Switch to Expert Mode” instead of going through the steps of filling in the business name, company website, Ad goals etc. “Expert Mode” may sound intimidating, but the layout is easy and the mode gives you more control over how you set up your Ad.

3. Press “Create an account without a campaign” to skip this step.

• It is important to create your account first, as you need to set up your conversions first before starting your campaign. Without this, Google won’t be able to accurately measure the performance of your Ad.

4. Confirm your billing information in terms of billing country, time zone, and currency.

5. Press “Explore your Account” to continue

6. Link up your Google Analytics Account by clicking “Tools & Settings” on the top right corner of the grey bar, and navigate to “Measurements > Google Analytics”

• Google Analytics is is a web analytics service offered by Google that tracks and reports website traffic, it lets you derive insights into your audience’s location, age, and behavior. It is a must-have for understanding your customers.
• Read our guide on using Google Analytics below to learn more:
  • Guide to Using Google Analytics Report for Your Business

That’s it! You have completed the first step of making your Google Ads account!

The next part of this toolkit will guide you in setting up “Conversion Tracking”, this is necessary to help Google track the performance of your Ads.

2) Set up Conversion tracking

As previously introduced, conversion tracking is Google’s method of detecting what actions people take on your website, and if they clicked through the Google Ad to get to your website.

Here’s an example: If you want to maximize product sales on your website, you would want to track the number of people who press the “Checkout” button. Doing so not only gives you transparency on how well an Advertisement is performing but also lets the Google Ads algorithm to prioritize people who “Checkout” on your website rather than people who are just browsing, allowing you to achieve your Advertisement goal of maximizing your sales.

Tip:

Keep in mind that there should be a conversion for the actions that you want to track on the website, e.g. booking an appointment, purchasing a product, submitting a contact form, etc.

To prevent setting up too many conversion actions, track the conversions that mean the most to you. For Ecommerce businesses, this will usually be the “Add to Cart” and “Checkout” actions, and for Lead-Generating businesses that will be “Book an Appointment” and “Submit a Contact Form”.

Before you can set up website conversion tracking you need:

• A website: This is where you’ll put the Google tag code.
• Ability to edit website code: Either you or your web developer will need to be able to add the code to your website.

1. Open the Google Ads Homepage and navigate to “Tools and Settings” and press Measurement > Conversions

2. Navigate to “New Conversion Action” and select “Website”

• For this demonstration, we will set up conversion tracking on the website to track what users do there.

3. Input your website URL and press “Scan” to let Google identify your website

4. Select between “Automatic” or “Manual” Setup

• Automatic conversion tracking lets you measure the number of people that land on a specific website URL. For example, if your website has a booking form, you can link the “booking confirmation” webpage as a conversion. This is a simple way to get started as there is no code involved.
• Manual conversion tracking is more advanced and involves copying and pasting snippets of code that Google provides into your website. This gives greater flexibility as it can measure clicks into buttons and links, and assign different values to different actions – letting Google prioritize the actions you value more, e.g. you may sell items across a range of prices, and you would assign larger values to more expensive items.

5. Set up your Google Tag by pressing the “Set up” button

6. Lastly, enter your website URL and press “Scan”, selecting your website builder to install the Google Tag

• Google will generate a list of specific instructions depending on the website builder you use, e.g. WordPress, Wix, Squarespace…

That’s it! You are all set up and ready to launch your first Google Ad campaign!

To understand more about what Google Ads campaigns to set up as an Ecommerce or Lead-Gen business, click on the guides below!

• Google Ads for Ecommerce
• Google Ads for Leads

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Using Google Analytics Reports for Your Business

Using our (Foundation for Shared Impact, or “FSI”) own GA4 report as an example, we will cover the 7 most important types of GA4 reports and what valuable insights they can provide your business.

In each type, we will elucidate a) what the report tells you, and b) how to interpret and take action according to the report.

1. Acquisition Overview Report
2. Audience Overview Report
3. Mobile Overview Report
4. Landing Pages Report
5. Goals Overview Report
6. Site Speed Overview Report
7. Or build your own custom report!

Important terms to be aware of:

• Goal Conversion= The completion of desirable interactions by website visitors, such as purchasing a product or completing a form from your website
• Bounce Rate= Percentage of single-page sessions, where users only visited a single webpage (the landing page) and left your website without exploring further

1. Acquisition Overview Report

a) What does Acquisition Overview tell you?

There are several different types of channels by which visitors arrive at your websites, such as direct, referral, social, paid search, and organic search. The Acquisition Overview report gives an excellent summary of visitor behavior, conversion rate, and the percentages of traffic coming from each channel over time. If you do need a more detailed report, you can dive deeper into other subsections under the “Acquisition” report, such as “Channels” (details about your website traffic from each channel), “Referrals” (which external websites are your visitors coming from), and more.

b) How to interpret the Acquisition Overview report?

As you can see from the image above, FSI is bringing in most of its users through paid and organic search, but attracting very little through social media, such as Instagram and Facebook. As a result, we can deduce that their social media is a weak link in terms of traffic generation and can be prioritized in their future marketing efforts.

2. Audience Overview Report

a) What does Audience Overview tell you?

The Audience Overview report provides an overall snapshot of your website traffic:

• Users= the total number of visitors over a certain period of time
• New & Returning Visitors= the number & percentages of first-time and returning visitors
• Pages/ Session= the average number of webpages viewed during a session
• Bounce Rate= the percentage of single-page sessions in which users leave after only visiting a single webpage
• Average Session Duration= the average period of time when users are actively engaged by your website
• Demographic= the countries your visitors come from and the languages they may speak

b) How to interpret the Audience Overview report?

As seen in the image above, FSI attracts mostly new users, with an average of 1.16 sessions per user. The bounce rate is also very high, which means that there is a large percentage of website visitors leave the website after viewing only one page. This may mean that the website is attracting a lot of irrelevant audiences as viewers do not navigate to different pages on the website.

3. Mobile Overview Report

a) What does Mobile Overview tell you?

At any one point, millions of users are accessing the web through smartphones instead of computers, as we are currently living in a mobile-first world. As a result, it is important to see how well your website is optimized for mobile users’ experience, and where you can make improvements in order to improve its ease of accessibility. Furthermore, becoming a mobile-friendly website is also significant for your search engine optimization as Google will penalize websites that are not mobile-compatible by ranking them lower in search engine results.

b) How to interpret the Mobile Overview report?

Reviewing data from FSI, there are a large number of viewers that access the website through desktop applications rather than mobile phones. This can be seen from the percentage 89% shown of website visitors that use desktops. This could mean that the website might not look good on mobile and that further adaptation of the website is necessary.

4. Landing Pages

a) What do Landing Pages tell you?

Are you receiving your target group of visitors, and are their intentions aligned with your business goals? Which web pages are growing, and which are losing traffic? What web pages are users interacting most actively and frequently with? Which important web pages should be better optimized? All of these questions can be efficiently addressed using the Landing Pages report. Furthermore, this report also displays the bounce rate and total goal conversions of your website’s top landing pages. For a deeper understanding of what visitors do after they have landed on your website, you can head over to “Behavior Flow” in the Behavior section in order to track user behavior as they explore and interact with your website. Analyzing “Behavior Flow” can help you improve your website in order to capture potentially lost sales or leads, as well as identify webpages that provide the least to most value to your visitors.

b) How to interpret the Landing Pages report?

In the table below (not shown in the image), there will be a landing page breakdown that shows which webpages are visited most when users click on the website. Most of the time this is the homepage and the “about section”, but can differ depending on the products or services shown on your website. Landing pages that do not show often may be due to poor Search Engine Optimization (SEO) and may require further finetuning.

5. Goals Overview

a) What does Goals Overview tell you?

The Goals Overview report is arguably one of the most important and straightforward reports in GA4, as it can help you directly track your website’s total number of goal completions and its goal conversion rates. Some common goals of business websites are to acquire more users, increase their total number of subscribers, and other specific interactions such as product purchases, form submissions, and form downloads.

But first, how do you create and set goals for your website? It is simple! Follow the instructions here in order to first create and set your goals.

b) How to interpret the Goals Overview report?

The goal report is set to a specific webpage – in this case, it is set to the number of website visitors of the “Toolkit” section of the FSI website. As we can see there are 17 goal completions from November 15 to November 22, and this shows that the toolkit section was visited 17 times during the period of one week. To improve this number, FSI can consider doing more promotion on social media, Ads on Google, or using other means of generating digital awareness.

6. Site Speed Overview Report

a) What does Site Speed Overview tell you?

Living in an increasingly digital world has made us expect nothing less than a near-instant response when web browsing. Similar to Mobile Overview, having a slow site speed will hurt you twice. First is lowering your rankings in organic Google search results, as site speed is an essential SEO metric. Second is by significantly increasing your website’s bounce rate, as visitors tend to leave a site immediately if it takes longer than a few seconds to load. With the Site Speed Overview report, you can analyze a few aspects of website latency, such as:

• Average page load time: The average amount of time (in seconds) it takes webpages to load, from clicking on a page link to completion of loading.
• Average server response time: The time needed for the user to connect to your server
• Average redirection time: The average time (in seconds) spent in redirection before fetching the page

b) How to interpret the Site Speed Overview report?

Looking at the image above, the average page load time is 12.94 seconds, which is very high considering that pages should not load for more than 2 to 3 seconds. This may mean that FSI has a large image or video formats that increase the page speed load time, and FSI may need to compress downloadable files, optimize its images and media, as well as increase server response time. Website developers can refer to this website to reduce page speed.

7. Or you can build your own custom report!

As a business owner, no one can tell you what success is except yourself. Building a personalized report, such as an SEO report or e-commerce traffic report, allows you to extract and analyze performance indicators most tailored to your company.

That’s it! With these reports, you will have a clear understanding of your audience and their behavior, and you should adjust your website and content accordingly to maximize the number of relevant users that visit your website!

If you are looking for ways to bring more people to your website, Google Ads is a flexible and effective method to do so. Read our guide below to set up Google Ads!

How to set up Google Ads and Conversion Tracking

Additional Resources

• Official help center for Google Analytics
• Most important GA4 Reports for E-commerce
• Best Google Analytics Custom Reports

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Why Should You Publish Regular Blog Posts?

Publishing regular blog posts can be a powerful marketing tool that drives traffic to your website, and subsequently, that traffic can be converted into leads. Moreover, blog posts can be repurposed as social media content multiple times.

For example, blog posts about your company’s work help build a relationship with your audience and build brand loyalty. Constant publication of well-written, informative blog posts can even establish your company as an authority or leader in the industry, thereby enhancing your website SEO.

Other than building brand awareness and cultivating loyalty from your existing audience, with the right SEO strategy, blog posts can also help you reach new potential audiences.

• For more information about Search Engine Optimization, read our guide here.

A study conducted on 1,531 HubSpot customers (mostly small- and medium-sized businesses), showed that companies that publish regular blog posts get 55% more visitors on their websites. It is important to have a regular timeline for your blog posts, regardless of your frequency of posting.

The following guide can help you use WordPress to publish your regular blog posts.

How to Publish a Blog Post on WordPress

1. If you would like to start writing a new blog post, start by clicking the “Posts” tab, then on “Add New”.

2. Alternatively, if there is a previous blog post you would like to duplicate and start from instead, then navigate to “All Posts”, hover over the relevant post and click the “Clone” button.

3. On the New Post, create a title for your blog post in “Add title”.

4. The next step is to click on the “+” icon, and choose “Paragraph” if you would like to start writing a new paragraph. Click on “Gallery” or “Image” if you would like to add a photo to your blog post. “Gallery” allows you to upload multiple photos at a time and have them displayed together, while “Image” is used to upload a single photo.

Make sure the image file is not too big (less than 200KB is ideal). It is recommended to start off with a few paragraphs before adding your first photo, because the first photo your readers see when they open the post will be the Featured Image, which you will need to upload as the custom header image or thumbnail for the blog post.

5. You can upload your thumbnail by clicking on “Set Featured Image” in the bottom right corner of the Post Settings panel. (If you can’t see the Post Settings panel, you may need to click on the  (gear) icon in the top right corner to bring it up.)

6. Then you can start typing directly into the text box below or copy-paste from a Word Doc or Google Doc. It is always a good practice to write in a document first so that in case something happens to the website, you still have backup copies of your content.

7. If there are hyperlinks in your blog post, make sure the linked pages open in a new tab. You can do that by clicking the hyperlinked text and choosing the “Open in new tab” option shown below. You can also click the pencil icon to edit the link.

8. After you have finished inputting the blog post text, enter the “Focus keyphrase”, which is the search term that you want your blog post to rank for most in search engines. In other words, when people search for that term, they should find your blog post. The optimal focus keyphrase is a phrase that people search for a lot. This will help more people land on your blog post.

So, how do you go about finding the right focus keyphrase for your blog post? You can try typing your potential focus keyphrase into Google Search to see what will come up. This will help you find out your audience’s search intent. It is also important that your focus keyphrase contains words that are repeatedly used in your article because that’s essentially how search engines decide on what your blog post is about. Watch this video to learn how you can optimize your focus keyphrase.

9. Next, add the “Meta description”, which is a brief description of the blog post that is displayed along with your blog post’s title on search engines. It needs to be the right length – not too short to fail to communicate the point of the blog post, not too long that it overruns the space in the mobile interface. You can see if your meta description is of the right length from the “Google Preview” or the green bar below the “Meta description” box. If the bar is orange instead, that is an indication that the length of the meta description is not right.

10. When you click on the “SEO Analysis” tab, you can find some tips on how to improve the SEO of your blog post. You want to aim for the green light, of course!

11. To make sure your blog post lands on the pages/sections on the website as you intend it to be, head over to the Settings panel on the right-hand side, choose “Categories” (to make sure your blog post ends up in the right place) and “Tags” (to help readers navigate the content on the website).

12. On the bottom of the Settings panel, click on “Excerpt” to add a short summary of your article.

After publishing the article, your excerpt will appear similar to this:

13. Finally, you can click “Preview” in the upper right corner to see what your post will look like when it is published. If you are happy with how the preview looks, you can either “Publish” the post immediately, or schedule the publication time and date.

After completing all of the above steps, the blog post should be viewable on your website, and should appear something like this:

We hope this article was helpful to you in publishing blog posts for your business. If you would like to read more guides that are useful for entrepreneurs, head over to our Entrepreneur’s Toolkit!

Additional Readings

• How to Optimize Your Focus Keyphrase

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Introduction

Instagram is much more than just a platform to share pictures and videos. It is often one of the first platforms your audience would look at to discover you and learn more about your organization. Although there is no single golden rule or a step-by-step manual to guarantee the popularity and success of your Instagram accounts, we would like to introduce you to some fundamental features: hashtags, geotags, and URL links that you should be familiar with to better engage with your audience. These features will help improve your content to be better discovered in users’ search results and to extend your organic reach.

In this guide, we’ll introduce you to some key basic features of Instagram to engage your audience: links, hashtags, and geotags. We also included some extra tips for non-profit organizations and social enterprises, so hope they are helpful!

1. Links in Instagram Bio and Stories

Instagram does not allow accounts to embed clickable external URL links on posts and comments, but here are a few ways and places you can embed such links to funnel your audience to your website or other destinations.

What is it used for

Instagram allows each account to add one URL to appear on the account’s bio, and a link for your Facebook page. Via this “link in bio” function, you can show the most important and relevant link of your organization or content.

How to put a link in your Instagram bio:

1. Click “Edit profile” at the top of your profile page
2. Enter your destination URL in the “Website” box
3. Click “Submit” at the bottom of the page to save your changes

Tips for Using Link in Bio Effectively

1. Try Linktree: Given that you can only add one link to your bio, we recommend you use Linktree. Linktree allows you to create a link that leads to a landing page with your addition of multiple sub-links. The paid version allows more customizations to design the landing page with your organization’s logo, color scheme, theme, etc. View a quick tutorial below to learn how to set up your Linktree! More detail on how to set up links on Instagram with other tools is available here: Link Tree for Instagram

Tips for non-profit organizations and social enterprises.
If you are an eligible non-profit organization, you can enjoy the pro version of Linktree for free! Click to learn more about Linktree’s offer to charities. 

2. Make sure you highlight the most important destinations. What links you choose to include in your link in the bio landing page will depend on what you want it to achieve. For example, if you’re on Instagram or TikTok to drive sales, you’ll want to focus attention on your online storefront and the latest sale or giveaway.

3. Put “link in bio” in your captions to get your links more exposure, and set clear titles for the bio’s landing page.

4. Remember to delete the links that are no longer useful or valid! For example, if you previously added a link for registering for an event, make sure you maintain the links up to date to remove it after the event. 

For more information on different linking tools and how they can help, check out the following blog: How to use the Instagram link in bio to drive traffic 

Links in stories

Using the sticker function in Instagram stories, you can add links to engage your audience and redirect them to your desired destinations. 

How to Add Links to Your Stories:

1. Start by creating your Story, by capturing or uploading content to your story.

2. Tap the sticker icon to access the tray of sticker options. You’ll see the link option at the bottom right corner as one of the stickers you can use (refer to the following example).

3. Once you tap it, the window that allows you to add a link to your Story pops up. Add any URL to your website that you want.

2. Hashtags

What is a Hashtag?

A hashtag is a combination of letters, numbers, or emojis preceded by the # symbol. Hashtags are clickable, and anyone who searches or clicks on a hashtag on Instagram will see a page showing all posts tagged with that hashtag. Thus, hashtags have become a very effective way for any users to search for content they are interested in.

Why use Hashtags?

If you use hashtags well, they will funnel new audiences into your posts and accounts. Read this article by Instagram to understand more about how keywords and hashtags in post captions can significantly improve Instagram SEO (Search Engine Optimization).

Instagram SEO is the process of optimizing your Instagram content so that it can be better found in viewers’ search results. You can improve your SEO by effectively using hashtags, and below are our top 5 tips on how to properly and smartly use hashtags to drive more traffic!

5 Tips for Using Hashtags Effectively

1. Use a combination of popular and niche hashtags! Using the most popular and commonly-used hashtags is not always the most effective method to drive traffic because there will be a lot of competing posts with the same hashtag, and your post will likely be lost amid the piles of posts. For instance, one of the most popular hashtags in Instagram is  #love, used over 1.835 billion times; so using this hashtag only in your post will likely not help you greatly improve user engagement.

• Tips for non-profit organizations and social enterprises
  If you are running a non-profit organization or a social enterprise, check out the Every Nonprofit Hashtag in One Big List to get a feel of the vast range of hashtags used by other non-profit organizations. Many social impact organizations elect to use common hashtags such as #impact, #donations, or #nonprofit. Given they are quite generic and unlikely to leave an impression, recommend you to combine them with some niche, specific and unique hashtags more tailored to your organization or its cause! 

2. Do not overtag! You can use add up to 30 hashtags on Instagram posts, and up to 10 on stories. However, using too many hashtags may look unnatural to followers, and they can rather distract readers from the main message of your post or leave a spammy impression. Although there is no set right number for any organization, market research indicates that posts containing somewhere between 5 and 12 hashtags often tend to generate the most engagement.

3. Do not repeat your hashtags too much!  Avoid repeating the same hashtags on your posts too much, as according to Instagram’s community guidelines, Instagram detects and penalizes accounts that continuously post repetitive and potentially spammy comments and content. We recommend you to use a different mix of hashtags according to the target audience, content, and purpose of your posts to build and retain viewers.
   • To save time and effort in the tiring and time-consuming process of researching new hashtags, we recommend you to create your own hashtag bank, which you can refer to and pick the appropriate ones every time you need to post something.

4. Place your hashtag on the right place. Placing your long list of hashtags in your caption can make your description look quite cluttered and text-heavy. One alternative for you is to add them to the comment section, not as a caption of the post.  Here is an example from the charity Water for People of how this could look:  View this post on Instagram 

5. Create a brand hashtag. Create your unique hashtags to promote your organization’s name, brand, or campaign. Add your branded hashtags in your bio to as well to enhance the search results – note the below example of Lululemon where it asks their followers to share photos of themselves in their clothing using the hashtag #thesweatlife.

Take a look at this blog for more on this: Guide on What is User-Generated Content? And Why is it Important?

Lastly, we also recommend you check out the Instagram Recommendations Guidelines to understand how Instagram recommends content to users. Contents that are not aligned with these guidelines will likely appear lower in search results or not appear in search at all. 

3. Geotags

What is an Instagram Geotag?

An Instagram Geotag is the function to tag a specific location (using geographic coordinates) on your content. Geolocations are gathered from the physical location of your mobile device, which allows users to store or tag their content to those coordinates. This only applies if you have set your Instagram account to allow the disclosure of your location.

Why use Geotags?

Geotags are useful for targeting viewers in specific locations. It helps increase engagement on Instagram by pinning a location to a post so that your customers can find your content in the relevant locations.

Similar to how users can search using hashtags, users can click on a geotag to scroll through different contents with the same geotag – and that explains how posts with a tagged location usually result in around 79% higher engagement than posts without. Note that you can also add geotags to your Instagram Stories, which can be very handy for your audience to easily find your current location.

Tips for Using Geotags Effectively

For more tips and details, you should check out this guide from Sprout Social which further explains how to use geotags to connect with your target audience.

Tips for non-profit organizations and social enterprises
While geotags are useful to drive user traffic, because of the same reason we should also practice prudence to not over-tag places. For instance, when it comes to sensitive locations such as shelters for victims of human trafficking, and pristine nature spots vulnerable to over-tourism, we should be careful not to make the location ‘get viral’ and deviate from the original intent of your content!

4. Track your performance with Instagram Analytics

As you use hashtags, geotags, and links to engage your audience, it’s necessary to keep track of your account’s performance. You can easily analyze the performance of your account through Instagram’s in-built analytics tool – the Insights tab. Simply tap the Insights button on your profile page to access the tool.

NOTE:  Instagram can only show your analytics for posts and stories that were published after you switched to a business or creator profile. 

That’s all we will cover in this guide! Please stay tuned for a more detailed guide on Instagram Analytics. Hope you found the information in this guide helpful.

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Why you should care about SEO (Search Engine Optimization)

If you are wondering how to successfully expand your website’s reach toward target customers at zero cost, your answer lies in SEO (Search Engine Optimization). SEO will increase your website’s natural position on a search engine results page in a way that can not be substituted or achieved through paid advertising and social media. Thus, it aims to promote your website as one of the top answers to a user’s related query, thereby maximizing the quality and quantity of your website’s organic traffic.

• Beginner’s Guide to SEO by Moz

Introduction to Google Search Console

Since the majority (more than 50%!) of online traffic still relies on organic search engine performances, paid advertisements or social media alone are incapable of maximizing your website’s digital presence and opportunities. Thus, you should get familiar with Google Search Console (GSC) – a free service created with a singular intent in mind: search engine optimization (SEO).

By locating trouble spots and providing constructive recommendations, GSC focuses on enhancing your website’s Google ranking for relevant search keywords. Note that this tool is not a quick-win solution, but rather, a slow burn that offers instead cost-effectiveness, and adds real long-term value to your business.

Set Up Google Search Console for Your Website

Follow the steps below to set up Google Search Console for your website. At the end of this guide, you will be able to start monitoring your website’s organic search presence on Google.

1) Head over to Google Search Console and select between two property types:

• Domain: Domain-wide performance analysis which tracks URLs across all sub-domains regardless of protocols “http://”, “https://” or “htttp://”.

For example, if you choose to track URLs domain-wide, simply enter “example.com” without the protocol or any slashes

• URL Prefix: Lower-level, URL path segment performance analysis that tracks only URLs of a specific protocol and subdomain

For example, if you choose to enter “http://example.com” under the URL prefix property type, GSC will only track that specific URL, and not any other permutations, such as “ htttp://example.com/ “ or “**https://example.com/**”

2) Verify your google website ownership.

• If you are using Domain: The only verification method is to add a DNS record in your domain name provider. A DNS record is a database record that maps a URL to an IP address. After adding, select your domain registrar from the drop-down menu (refer to the image below) in order to begin the automated authorization process.
  • If your host does not appear in the menu, you can verify your domain with a TXT record. For the latter, follow Google’s official instructions to successfully add a TXT verification record: https://support.google.com/a/answer/183895#generic_TXT. To identify your domain host, you can access the following link: https://support.google.com/a/answer/48323.

• If you are using URL Prefix: You can verify your site ownership via HTML file upload, HTML tag, Google Analytics tracking code, Google Tag Manager, Google Sites/ Blogger/ Domains account as well as a Domain name provider. For further elucidation, you can refer to this support: https://support.google.com/webmasters/answer/9008080

Key Features of Google Search Console

1. Performance report: Your Website’s Keywords & Google Page Ranking

The performance report contains 4 metrics that can help you track search traffic changes over time: Clicks, Impressions, CTR (Click-through Rate), and Position. Analyzing a combination of these metrics can help you understand the performances of each of the queries, pages, countries, devices, or search appearances driving traffic to your website.

Key actions you should take:

a) Find out the top keywords used to discover your website

• Queries (keyword performance analysis through a number of clicks & impressions)

b) Assess your user Interaction to make more informed marketing decisions

• Total Impressions (how often searchers see your site in Google’s search results)
• Total Clicks (how often they click on your site in Google’s search results)
• Average CTR (the percentage of impressions that resulted in a click)
• The average position of your site in search results

Furthermore, this metric is equipped with a filter bar that enables you to sift through the information by search type (web, image, video, or news), date range (up to the last 16 months), query, page, country, device and search appearance (the search result type or feature).

2. Index Coverage reports: Status of Your Website’s URLs within the Google Index

The Index Coverage report is where you should look into to determine the search visibility of each of your webpages. This is because the report provides detailed information about which of your website’s URLs are successfully indexed, and which are experiencing errors and causing low page visibility. During indexing, Google stores webpages in a large database called the Google Index. Thus, indexing is a necessary action Google takes before information can be efficiently viewed by users through search results.

Key actions you should take:

a) Troubleshoot technical SEO drawbacks which cause low page visibility

• Detected index Error (errors that must be resolved in order for the page to appear in Google results)
• Valid with Warning pages (indexed pages with potential problems which reduce page visibility in Google results)

3. Page Experience report

The Page Experience report has one goal, that is, to optimize user experience on each of your webpages. In addition to providing important metrics such as site speed, site responsiveness, mobile usability, page loading and more, Google will use this assessment as one of the ranking methods for URLs in Google Search results. While Google has asserted that content remains to be a more significant factor compared to page experience, a great page experience can provide you a competitive edge over other similarly-ranked websites. Thus, like hitting 2 birds with 1 stone, enhancing user experience will increase both visitor engagement and the search result rankings of your webpages.

Key actions you should take:

a) Mobile-Web & overall optimization of UX

• Core Web Vitals (automated real-world user experience feedback based on interactivity, loading speed and visual stability)
• “Failing URLs” with poor Core Web Vitals status or mobile usability issues
• % of “Good URLs” (good Core Web Vitals status and no mobile usability issues) + Total Impressions

b) Supplementary Information

• Security Issues
• Ad Experience

4. URL Inspection Tool: Insight into the viability & errors of specific webpages

GSC’s URL inspection tool offers a large number of features, such as the ability to see the current index status of specific webpages, the ability to request Google to index a URL, as well as to help troubleshoot non-indexed webpages and fix indexing errors.

5. Sitemap Submission: Directly submit your webpages for indexing

A sitemap is a file where you provide information about the pages, videos, and other files on your site. Google will then read this file to crawl your site more efficiently and understand which pages you think are most important. For example, in a sitemap video entry, you can specify the video running time, rating and age-appropriateness rating. Using this information, Google can more accurately crawl and index your webpages, as well as optimize your search engine results according to certain keywords.

Crawling and indexing determine how your webpages rank in search engine results. Sitemaps are necessary SEO tools as they allow search engines to crawl (discover) and index (store) your website’s pages. Otherwise, there is a probability that crawlers (a search engine program that gathers data from the web) may not be able to index all of your webpages. A sitemap may also allow web-users to navigate through pages on your website more seamlessly. To generate sitemaps, WordPress users can employ the RankMath plugin.

Why you may need a sitemap

If your site’s pages are properly linked (all pages can be reached through page navigation such as the menu bar or links), Google can usually discover most of your site without the help of a sitemap. However, a sitemap is especially helpful to improve the crawling of larger or more complex sites containing a large number of specialized files.

As a result, you may need a sitemap if:

1. Your website is very large
   
   New or recently updated pages in very large and complex websites tend to have a higher risk of being overlooked by Google web crawlers. In this case, a sitemap becomes very useful as an SEO tool as it increases the overall visibility and accessibility of every page on your site.
   
2. Your website has a large archive of pages that are not properly linked to each other
   
   If your site pages are relatively isolated and do not naturally reference each other, a sitemap ensures that all of them can be detected and stored into Google’s database.
   
3. Your website is new and has very few external links to it
   
   Google web crawlers often discover new pages to be indexed by following links from one page to another. Without a sitemap, it may be difficult for Google to discover your webpages if your website is new and no other sites have linked to them yet.
   
4. Your website has a large amount of rich media content, or can be viewed in Google News
   
   If your website is filled with media files, such as images and videos, or news article pages, sitemaps can significantly improve the way Google finds and understands these contents. Furthermore, Google can also take additional information provided by your sitemap submissions into account as search engine keywords.

6. Links report: See who links to you the most and which are your top-linked pages

This is the report to help you learn about your top external and internal linked/ linking pages, as well as which sites have been linked back to your webpages. Here, you can find detailed information about the top linking domains (Which sites link to me the most?), top linked pages (Which are my top linked pages from other websites?), top linking text (What link text points to my website?) and top websites linking to your page, among others.

Google Search Console vs. Google Analytics

In the world of digital marketing, Google Search Console (GSC) and Google Analytics (GA) are two instruments of massive influence with one shared objective: to increase website traffic. Both offer free services and are equally important to drastically enhance your website’s digital visibility to potential customers. GSC can monitor your website’s organic search position and identify web pages that lack optimization. On the other hand, GA delivers a broad range of metrics related to web traffic, such as engagement, demographic charts, and the profitability of your Google Ads campaign. Below, we have summarized a list of the different features GSC and GA can help you monitor and display.

Google Search Console vs. Google Analytics

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Guide to Google Ads for Lead Generation

Need leads to drive your business? This beginner’s guide on Google Ads covers the core advertising campaigns that any service-providing business should have, covering Search Campaigns based on three different keyword groups (Generic Search, Own Brand, and Competitor’s Brand) and Display Campaigns.

If used effectively, your service will be able to reach a targeted audience in Hong Kong, and appear in the search results for people that are already actively looking for what you offer!

If you are running an E-commerce business, we recommend you to take a look at our guide on:

• Google Ads for Ecommerce

4 Must-Have Campaigns for Leads

#1 Generic Search Terms Campaign

Capture customers that search online

Generic Search works best for services that are in demand and thus frequently searched for. This should form the MAJORITY of your campaign strategy.

For example, let’s assume that you run a hair salon in Hong Kong. By using keywords that are relevant to your brand such as “Hair Treatment”, “Hair Solutions” or “Hair Loss Treatment”, a hair treatment center such as Perfect Hair can capture demand from the market. Most customer searches online do not have a specific brand in mind, making this a great way to capture demand when customers are searching for it.

• Advertisers pursuing this strategy are advised to create multiple generic search campaigns based on different service categories

Ad Extensions

Help users quickly understand what you offer by including Ad extensions in your Generic Search Campaign.

• From the image, Ad Extensions have Call to Action buttons such as “Book Now” or “Contact Us” and provide a quick way for users to find what they are looking for and sign up for your service.
  • Use Lead Form Extensions to quickly get users to fill in a Google Form with their contact information.
  • Use site link extensions to bring users into your booking page for easy sign-ups.
  • Use one-click calling if you wish to be reached by phone to answer queries

#2 Branded Keywords Search Campaign

Include your company’s brand keywords in your campaign to establish a leadership position in the market

Putting money in to advertise keywords that include your company’s brand, such as “AIA”, “AIA Insurance”, or “AIA Life” for an insurance company like AIA, enables your brand to establish a leadership position and protects your brand from competitors. This ultimately leads to new incremental clicks and a greater clickthrough rate for individuals who search for your brand.

#3 Competitor Keywords Search Campaign

Target your competitor’s brand keywords and take a larger market share

Putting in money to advertise using your competition brand terms (company brand) such as “Sleekflow Chatbot”, “Respond.io Chatbot”, “Freshworks Chatbot” for a WhatsApp Chatbot company like Chatalog, enables your brand to list first in Ad rank position when individuals search for a specific brand and can take high-intent customers from your competitors.

By listing first, competitors’ brands are perceived as weaker than yours by potential customers, which boosts your brand image. This strategy can take potential customers from your competitors, though at a higher price.

Example: Sleekflow (Messaging Platform) is bought out by their competitors Chatalog and Respond, causing the brand to rank last in Ad ranking.

#4 Display Campaign

Allocate a small ~10% budget for display campaigns to attract new audiences to use your service, serving visually engaging (photo) ads on the Google Display Network. The Display Network helps you reach people as they browse millions of websites, apps, and Google-owned properties (such as YouTube and Gmail)

Responsive Display Ads

• Display Ads have ‘responsive’ features that show ads and banners in Google’s extremely wide display network.
• Automation: Google finds the best-performing Ad combinations from the multiple headlines and photos you have input

For Display Ads, make sure you have a strong image that follows all requirements, with a compelling headline and a clear value prop in the description. When possible, try to use an image with a single subject, a natural composition, and square edges. Avoid overlaying logos or text.

(Optional) Discovery Campaigns

Discovery campaigns should be considered as the next step when budget increases to your other campaigns are no longer effective in capturing new additional audiences. It should take up a small ~10% budget.

Discovery campaigns reach people who are ready to discover and engage, compared to display campaigns that are for general awareness. This is listed as optional because the four types of campaigns listed above should take priority, especially #1 Generic Search Campaign which should use the majority of your budget.

• Reach up to 3 billion people monthly on YouTube Home and Watch Next feeds, Discover and the Gmail Promotions and Social tabs.

Benefits: Improve Brand Consideration, Drive Engagement

Disadvantages: Need high-quality images, Lower ROAS

Campaign Bidding Setup – Maximize Conversions

When setting up the campaigns mentioned above, Google Ads will ask for a bidding strategy.

It is recommended to set up Maximize Conversions for all your campaigns to increase the number of leads that arrive on your website. It optimizes the campaign to capture the largest amount of relevant audiences.

• Option to set Target CPA (Cost Per Action) It is advised to set a target CPA. Smart Bidding will try to get as many conversions as possible at the target CPA that you have set.

Summary of Campaigns for Leads

Campaign	Benefits	Disadvantages
Generic Search	• Reach a large audience pool • Capture relevant customers • Gain new customers that don’t recognize your brand	• Return on Ad Spend can range from low to high • Higher Cost Per Click (CPC) for broad search terms
Branded Keyword Search	• Extremely High Return on Ad Spend • Very low cost per click • ~89% of Paid clicks are incremental	• Only captures those who are searching for your brand
Competition Keyword Search	• Gain Market Share over competitors • Weaken competition brand image perception	• ROAS is not very high • High Cost per Click • Only captures those who are searching for the competitor’s brand.
Display Ads	• Build Awareness for new audiences: • Reconnect with existing audiences via retargeting	• Can expect lower ROAS compared to Search • Heavily dependent on high-quality photos

Additional information:

• Google Ads Growth Formula for Leads
• Google Ads Youtube Page
• Google Ads Help Page
• Advanced Readings:
  • Collect and connect your first party data to Google Ads
  • Find your highest-value customers using automation (Target-ROAS)

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Guide to Google Ads for Ecommerce businesses

Looking to increase your sales online? This beginner’s guide covers the core advertising campaigns from Google that an Ecommerce business should have, covering Performance Max with a Shopping Feed (Smart Shopping Campaigns) and Search Campaigns based on three different keyword groups (Own Brand, Generic Search, and Competitor’s Brand).

If used effectively, your product will be able to reach a targeted audience in Hong Kong, and appear in the search results for people that are already looking for your product!

If you are running a business that requires Leads, we recommend you to take a look at

Google Ads for Lead-Generating businesses

4 Must-Have Campaigns for Ecommerce

#1 Performance Max (aka Smart Shopping)

You may have heard that it is common for Ecommerce businesses to have ~50% performance max budget and ~50% search campaign budget, but what does this mean?

Performance Max is a campaign type that lets you reach large audiences and sell your products online via what was formerly known as Smart Shopping Ads. It’s designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.

Moreover, Performance Max should be used with a “Merchant Centre Feed” to display existing products that are in stock and will appear when people are searching for your type of product online. Your product listings will then appear in the Shopping tab and in images that come up when you search.

• Create and manage Performance Max campaigns with Shopify, WooCommerce, GoDaddy, and BigCommerce

As shown in the image above, your product will come up in the ‘shopping’ tab/tag. This is a great way to boost your sales because people searching for the keywords are likely your potential buyers. Google lets you optimize the audience reach by the user’s demographic and geographical properties.

Note that you will first need to register to Google Merchant Centre where you can upload your product inventory to the account.

#2 Generic Search Terms Campaign

Capture customers actively searching for your product category via Generic Search

Generic Search works best for products that are actively being searched for and should form the major part of your search campaign strategy on Google Ads.

By using keywords that are relevant to your brand such as “Coffee Capsules”, “Coffee Machine” or “Coffee Beans”, a coffee maker like Nespresso can capture demand from the market. Most customer searches online do not have a specific brand in mind, making this a great way to capture demand when customers are searching for it.

• Advertisers pursuing this strategy are advised to create multiple generic search campaigns based on different product categories to capture different audiences

#3 Branded Keywords Search Campaign

Buy back your company’s brand terms to establish your leadership position in the market

Buying back your company’s brand terms such as “Apple”, “Aple”, or “Apple Earbuds” (including common typos of your brand to capture relevant traffic) for a company like Apple, enables your brand to establish a leadership position and protects your brand from competitors. This ultimately leads to new incremental clicks and a greater clickthrough rate for individuals who search for your brand.

#4 Competitor Keywords Search Campaign

Buy your competitor’s brand keywords and take a larger market share

Buying competition brand terms (company brand) such as “Nike Shoes”, “Sketchers Shoes”, “Adidas Shoes” for a shoe company like Reebok, enables your brand to list first in Ad rank position when individuals search for a specific brand and can take high-intent customers from your competitors.

By listing first, competitors’ brands are perceived as weaker than yours by potential customers, which boosts your brand image. This strategy can take potential customers from your competitors, though at a higher price.

Example: Sleekflow (Messaging Platform) is bought out by their competitors Chatalog and Respond, causing the brand to rank last in Ad ranking.

(Optional) Discovery Campaigns

Discovery campaigns should be considered as the next step when budget increases to your other campaigns are no longer effective in capturing new additional audiences. It should take up a small ~10% budget.

Discovery campaigns reach people who are ready to discover and engage, compared to display campaigns that are for general awareness.

• Reach up to 3 billion people monthly on YouTube Home and Watch Next feeds, Discover and the Gmail Promotions and Social tabs.

Benefits: Improve Brand Consideration, Drive Engagement

Disadvantages: Need high-quality images, Lower ROAS

Campaign Bidding Setup – Maximize Conversion Value

When setting up the campaign, Google Ads will ask for your bidding strategy.

It is recommended to set up Maximize Conversion Value for all your campaigns to increase the number of sales on the website. It optimizes the campaign to target customers that will have a larger conversion value (aka higher likelihood of purchasing more).

• Target ROAS (Return on Ad Spend): Conversions optimized for different values for your business
• Target CPA (Cost Per Action) Conversions optimized for have similar values for your business

Summary of Campaigns

Campaign	Benefits	Disadvantages
Performance Max	• Includes Smart Shopping Ads • Improves by machine learning • Access to all platforms on Google Ads	• Limited Performance Visibility • Requires high-quality digital photos • Needs well-defined marketing goals
Generic Search	• Limited Performance Visibility • Requires high-quality digital photos • Needs well-defined marketing goals	• Return on Ad Spend can range from low to high • Higher Cost Per Click (CPC) for broad search terms
Branded Keyword Search	• Extremely High Return on Ad Spend • Very low cost per click • ~89% of Paid clicks are incremental	• Only captures those who are searching for your brand
Competition Keyword Search	• Gain Market Share over competitors • Weaken competition brand image perception	• ROAS is not very high • High Cost per Click • Only captures those who are searching for the competitor’s brand.

Additional Readings:

• Google Ads Youtube Page
• Google Ads Help Page

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How do I get listed on Google?

Google allows you to create a Google Business Profile to promote your business on Google Search and Google Maps. It is free to create a profile, so we highly recommend you to set one up. With your Google Business Profile, you can:

• Allow customers to easily access your contact information, website, address, etc.
• Reach out to the broader audience and interact with your customers, receiving feedback from customers via reviews and ratings
• Share your product listings, menu, or other photos along with your profile to the audience

Creating a Google Business Profile

1. Visit google.com/business to start setting up your business profile.
2. Log into Google Business using your existing Google account – if you don’t have one already, create one!
3. Enter your business name, with which the customers would be able to search your business.
4. Enter more details about your business, such as your address, business category, contact information, etc.

Additional Information

• How to claim your business (through Google Maps)
• Step by Step Tutorial to set up your Google Business Profile

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What is Wix?

If you are looking to create a website for your business, Wix may be worthy of your consideration. Wix is a cloud-based web development and hosting service provider. With Wix, you can design HTML5 websites and mobile websites with their templates and drag-and-drop tools.

Below is our quick guide to navigating through Wix to set up your website, as well as links to the relevant resources.

FSI’s Guide to Wix

Other Functions Available on Wix

• Wix Bookings allow you to schedule workshops, courses, private appointments, or classes & allow customers to book those directly online through your website.
  • Customers can directly pay online if you’re accepting Paypal, Stripe, or other Wix-approved third-party intermediary apps.
  • Note that you must upgrade to a Business Premium Plan to accept online bookings.

Additional Resources:

• Link to Wix’s Pricing Page
• Link to Wix’s Help Centre
• WebsiteBuilderExpert’s guide on Wix: https://www.websitebuilderexpert.com/website-builders/how-to-use-wix/
• Themeisle’s guide on Wix:https://themeisle.com/blog/make-a-website-with-wix/

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