Optimizing Your Author Website for SEO: Tips to Increase Visibility and Attract More Readers

As an author, your website is your digital storefront—it’s where readers discover your work, get to know you, and (hopefully) buy your books. But if your site isn’t optimized for SEO (search engine optimization), it might as well be a hidden gem, waiting to be unearthed. The reality is that without proper SEO, your author website can get lost in the vast sea of content online. But don’t worry! You don’t need to be a tech genius to make your site more discoverable and engaging for your audience. With the right SEO strategies, you can increase your website’s visibility, attract more readers, and ultimately boost book sales.

Here’s a guide to optimizing your author website for SEO and making sure it stands out from the crowd.

1. Choose the Right Keywords for Your Niche

The first step in SEO optimization is selecting the right keywords. These are the search terms that readers type into Google when looking for books like yours. Think about the topics or genres you write in—whether it’s romance, mystery, or fantasy—and how your ideal readers might search for books like yours.

Tips for Choosing Keywords:

Integrating these keywords naturally into your website copy (without overstuffing) will help search engines understand your content and improve your visibility in search results.

For example, our client - author Klaus Kleinfeld - just released his new book Leading to Thrive: Mastering Strategies for Sustainable Success in Business and Life. Keywords like “leadership” and “business” and phrases like “success in your business and personal life” and “motivating world-class teams” are used in the copy to help drive organic search traffic to the website.

2. Create High-Quality, Engaging Content

Content is king when it comes to SEO. Google’s algorithms reward websites that offer valuable, relevant, and engaging content. For authors, this means sharing content that not only promotes your books but also connects with your audience.

Content Ideas for Authors:

The more high-quality content you create, the better your chances of ranking higher on search engines and attracting readers who are interested in your genre.

For an example of this, check out naturopathic doctor and author Romi Neustadt’s blog, where she posts relevant, helpful advice on how to manage a balance between work and your personal life. Neustadt wisely uses her blog as a way to expand upon topics she addresses in her books You Can Have It All and Get Over Your Damn Self, making for a great addendum to her overall messaging.

3. Optimize for Mobile Devices

In 2024, mobile optimization is no longer optional—it’s essential. Over 60% of searches happen on mobile devices, so your website must be easy to navigate on phones and tablets. Google also prioritizes mobile-friendly websites in search rankings, so this is a big one for SEO.

Tips for Mobile Optimization:

An optimized mobile experience will not only improve your SEO but also provide a better user experience for readers, which can lead to higher engagement and sales.

4. Focus on Page Speed and Performance

Slow websites are a major turnoff for users and search engines alike. If your website takes too long to load, visitors will likely leave before even seeing your content, and Google will penalize you in search rankings. A fast website improves both user experience and SEO.

How to Improve Your Page Speed:

Test your site’s speed with tools like Google PageSpeed Insights or GTmetrix, and make adjustments accordingly.

Linking is one of the most important SEO strategies. Internal links help Google crawl your website’s pages and establish content relevance, while external links build credibility by connecting to trusted sources.

Internal Linking Tips:

External Linking Tips:

Both internal and external links increase the chance of your website ranking higher and encourage readers to explore more of your content.

An example in action: Author and television personality Fereed Zakaria’s website has a “tv/press” page that externally links to articles, reviews, media appearances and more, establishing credibility and bolstering SEO.

6. Optimize Your Meta Tags and Descriptions

Meta tags are the brief descriptions that appear in search engine results. These are often the first impression a reader will have of your site, so make sure they’re compelling and optimized with keywords.

Key Meta Tags to Focus On:

Optimizing your meta tags will improve your click-through rate and help search engines understand your page’s content.

7. Use Rich Snippets for Books

Rich snippets (or schema markup) help search engines understand and display your content more effectively. For authors, this could mean displaying star ratings, book titles, and reviews directly in the search results.

How to Implement Rich Snippets for Books:

Rich snippets can increase your visibility in search results and improve your credibility by showcasing social proof directly on the search page.

Our client Klaus Kleinfeld released his book in November of 2024, and has amassed a respectable amount of reviews on his Amazon Authors page, which can be displayed in search results.

8. Leverage Social Media for SEO

Social media doesn’t directly affect SEO rankings, but it can drive traffic to your website and improve your site’s authority. The more engagement your posts get, the more likely people are to link to your content, boosting your SEO efforts.

Social Media Tips for Authors:

By driving traffic to your website via social channels, you improve your chances of ranking higher on search engines.

Poet Rupi Kaur frequently shares excerpts from her book, enticing her audience to navigate to her website to learn more and make a purchase.

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A post shared by rupi kaur (@rupikaur_)

Conclusion: Boost Your Author Website’s Visibility and Connect with Readers

SEO doesn’t have to be complicated. By implementing these strategies—choosing the right keywords, creating engaging content, optimizing for mobile, and leveraging social media—you can increase the visibility of your author website and attract more readers. Remember, the goal is to make it easy for readers to find your content, connect with you, and ultimately buy your books. So, start optimizing today, and watch your online presence grow!

Are you an author and need assistance optimizing your website, freshening up your social media content, or fleshing out a marketing strategy? We can help! Book a discovery call with Random today.

Banking on Influence: How Financial Brands Can Cash In with Influencer Marketing

While it may not come as a surprise—given social media’s turn towards more authentic content— financial and banking brands are facing an increasing demand to appear more human and relatable. 

Gone are the days when banks could rely solely on traditional advertising methods like TV commercials or print ads. Today, customers want connection, trust, and authenticity—and that’s where influencer marketing steps in.

For industries like finance and banking, which may have historically been viewed as impersonal or complex, leveraging influencer marketing can be a game changer. 

In this blog, we’ll dive into how these brands can effectively use influencer marketing to grow their audience, foster meaningful relationships, build trust with their customers, and essentially “cash in” on a trend that’s not going anywhere anytime soon.

Why Influencer Marketing Works for Finance & Banking Brands

Financial services often deal with topics like saving, investing, loans, and mortgages—subjects that can be intimidating for many consumers. What sets influencer marketing apart is its ability to break down complex subjects into digestible, engaging content. By collaborating with the right influencers, financial and banking brands can bring credibility, transparency, and even a little personality to their messaging.

Here’s why influencer marketing has become such a powerful tool for the finance industry:

For example, in 2023, our client Comerica Bank partnered with Dallas-based influencer @awesomejuliee to help publicize its CoWorkSpaces initiative. Comerica hoped to connect with small business owners in the area and turn them on to the free workspaces available at various bank locations (as well as increase the amount of Comerica business customers). Partnering with @awesomejuliee was a great way to reach young professionals in the area.

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A post shared by awesome juliee ⚜️ (@awesomejuliee)

Building an Influencer Strategy for Financial & Banking Brands

Now that we understand why influencer marketing is a valuable tool, how can financial brands craft an effective influencer strategy? Here are the key steps:

1. Define Your Goals & Audience

Before diving into influencer partnerships, it’s important to know why you’re doing this. Are you aiming to raise brand awareness? Educate consumers about a new product? Drive traffic to your website or app? Defining your goals will help determine the type of influencer you need—whether that’s a macro-influencer with a large following or a micro-influencer with a more niche community.

Also, don’t forget to define your audience. Are you targeting millennials who want to know how to save for their first home? Or are you reaching out to Gen Zers who need financial literacy guidance? Tailor your influencer selection to the demographic that aligns with your goals.

2. Choose the Right Influencers

Not all influencers are created equal, especially in the highly regulated financial space. Here’s what to keep in mind when choosing an influencer:

For example, Capital One Bank partnered with finance influencer @ShayBudgets to help promote credit cards to a younger audience. Shay, who shares budgeting, planning, and productivity tips with 90K YouTube subscribers, has built up trust and credibility with her audience by posting content specific to finances. 

3. Create Educational & Transparent Content

Influencer marketing in the financial industry isn’t about flashy ads or gimmicks. It’s about creating content that educates and empowers your audience. Here’s how financial brands can work with influencers to create valuable, transparent content:

There are lots of financial influencers—or “finfluencers” as they are commonly referred to—to choose from that do this very thing, including Humphrey Yang, Jeremy Schneider, Tori Dunlap, Dasha Kennedy, and more. All do a great job of using their background in finance, ability to tell compelling stories, and the use of transparent, relatable language to connect with viewers and offer real-world advice to an audience that might be overwhelmed by finances.

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A post shared by Tori Dunlap — Money Expert (@herfirst100k)

Types of Influencer Content for Financial Brands

Once you’ve selected your influencers, you can explore different types of content. Here are a few ideas:

1. Financial Tips and How-To Videos

Educate your audience with bite-sized videos that explain financial concepts or share useful tips. Influencers can create a TikTok or Instagram Reel breaking down topics like how to start budgeting or how credit works, all while featuring your product as a helpful tool.

2. Sponsored Blog Posts or Instagram Captions

Long-form content, such as blog posts or Instagram captions, can be used to dive deeper into product details. An influencer could write a post about their personal financial journey, including how they use your app or service to stay on track.

3. Livestreams & Q&A Sessions

Livestreams are a great way to build real-time engagement and showcase your brand’s personality. Influencers could host live Q&A sessions about personal finance, answering questions from their followers while promoting your brand’s services.

4. User-Generated Content & Reviews

Invite influencers to create and share content that highlights your product in real-life scenarios. These authentic, peer-generated experiences provide credibility and social proof, which can drive engagement and conversions.

Check out this example from Chime, who used a customer testimonial story to show how their services can help make customer dreams come true.

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A post shared by Chime (@chime)

Successful Examples of Financial Brands Using Influencer Marketing

Here are a few brands that have nailed influencer marketing in the financial space:

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A post shared by 𝐂 (@cameronbrink22)

Key Takeaways for Financial & Banking Brands

By leveraging influencers, financial brands can build stronger relationships with their audience, provide value, and navigate the complexities of financial products in an accessible way. Ready to jump into the world of influencer marketing? It’s time to make your financial brand real and relatable on social media!

Want to learn more about how to integrate influencer marketing into your overall strategy? Contact Random today.

Email Campaigns for Restaurants: 7 Delicious Tips to Stand Out

Email has become an indispensable tool for restaurants to connect with their customers and promote their offerings. A well-crafted email campaign can capture attention, drive engagement, and ultimately boost orders.

It’s no secret that the restaurant industry is highly competitive; if you work at or run one, you know this all too well. Which is why it’s important to employ creative strategies to stand out in your customers' inboxes. By leveraging the power of compelling subject lines, personalized content, and irresistible offers, restaurants like yours can transform your email marketing efforts into a powerful revenue generator. 

Hungry for more? Then read on to find out how you can send piping hot messages right to your customer’s inbox. Order up!

The Appetizer: Why Email Campaigns Matter for Restaurants

Email marketing has emerged as a game-changer for restaurants looking to engage with their customers and drive sales. With an impressive return on investment (ROI) of up to $38 for every dollar spent, email campaigns prove to be a highly effective (and tasty) marketing channel.

The direct nature of email allows restaurants to reach their customers' inboxes, bypassing the noise of social media and other platforms. This personal approach fosters a stronger connection between the restaurant and its patrons, building loyalty and encouraging repeat business. Thinking of it another way, email is the equivalent of having Grubhub drop food off to your customers vs. having to wait in line or to be seated (and let’s be honest, nobody likes that). 

Moreover, email marketing enables restaurants to deliver targeted messages based on customer preferences and behavior. By segmenting their email list, restaurants can send personalized offers, promotions, and content that resonate with specific groups of customers—a strategy that can significantly boost engagement and conversions.

The Main Course: How Restaurants Can Leverage Attention-Grabbing Email Campaigns to Drive Orders

Email campaigns serve as an effective strategy for restaurants to engage directly with their audience. By utilizing this channel, restaurants can deliver targeted updates and promotions that maintain customer interest, announce new dishes, and share upcoming events. 

Furthermore, the success of email campaigns hinges on the quality of their content. Crafting intriguing subject lines and incorporating personalization—such as using the customer's name or referencing their favorite items—enhances the likelihood of engagement. Visual elements, like enticing images of signature dishes or the inviting atmosphere of the dining area, can capture attention and encourage further exploration.

Last, strategic offers play a crucial role in turning email recipients into active patrons. Creating a sense of urgency with limited-time promotions or exclusive discounts can prompt swift responses. 

Let’s “dig in” (see what we did there?) to these concepts a little more. Garcon?

1. Craft Attention-Grabbing Subject Lines

Subject lines function as the gateway to your email, offering a brief moment to capture interest. To stand out, they should be punchy and provoke a sense of intrigue or immediacy, encouraging recipients to explore further. An effective subject line can act as a catalyst for higher open rates, creating an inviting entry point for your message.

Tailoring subject lines to reflect individual preferences adds a layer of personalization that resonates with recipients. For example, referencing a recent visit or a favorite dish can make the message feel uniquely relevant. This approach not only garners attention but also strengthens the rapport between your restaurant and its patrons, fostering a sense of connection and value.

In the example above, you can see an inbox full of emails from restaurants, all featuring their own spin on ways to grab customer’s attention. For example, Famous Dave’s is touting a promo that is only available for one day - increasing the customer’s sense of urgency that the only time to take advantage of the discount is NOW! Similarly, you can see various references to the holidays (timely content always tastes great), sports (relevant topics to your customers), and other keywords like “FREE” or “KIDS MEAL” that will certainly grab people’s attention.

2. Segment Your Audience

Emails sent to a mass group of recipients are certainly effective, but the way to truly deliver relevant content is to segment your audience. By identifying groups based on dining habits, preferences, or engagement levels, you ensure your communications are relevant and impactful. This targeted approach elevates the effectiveness of your campaigns, fostering a deeper connection with each segment.

Consider creating personalized offers for various customer profiles. For loyal patrons, exclusive access to special events or early-bird deals on seasonal menus could enhance their experience. New visitors might appreciate introductory discounts or a warm welcome message to encourage further interaction. By tailoring content to specific audience segments, you enhance their dining journey and incentivize repeat visits.

Leveraging insights from customer interactions and feedback can guide your segmentation strategy. Analyzing these patterns provides a clearer picture of what appeals to different segments, enabling you to design communications that are both timely and engaging. This approach not only enhances customer satisfaction but also drives meaningful engagement with your brand.

3. Utilize Visual Content

Incorporating striking visuals in your email campaigns can dramatically boost engagement - and who doesn’t love “food porn” (sorry, that’s a terrible phrase but we digress…). Showcasing your dishes with professionally shot images captures the essence of your culinary offerings, enticing readers to explore further. Highlighting the inviting atmosphere of your restaurant through imagery allows customers to envision an enjoyable dining experience.

Videos also offer a dynamic way to connect with your audience, whether by featuring a chef's special recipe or sharing a virtual tour of your space, inviting viewers into the heart of your restaurant.

Exploring a blend of these visual elements can cater to varied audience preferences, ensuring your email content remains fresh and captivating. By experimenting with different visual formats, you can discover what resonates best with your audience, encouraging them to engage with your restaurant's unique offerings.

For a mouth-watering example of this in action, take a look at the email above, from Italian restaurant Gusto - based in the UK. Backed by a simple, classy design, the image of the pizza - with a giant dollop of burrata cheese - immediately grabs your attention, making it almost physically impossible to not want to jump into your car, on your bike, or hail a cab and make a beeline to get that piping hot pie. 

4. Include Clear Calls to Action

Direct prompts within your emails guide your customers toward meaningful interaction with your restaurant offerings. These prompts should be visually distinct and convey a clear benefit or next step, encouraging immediate action. Whether it's "Book Your Experience Today" or "Discover Our Latest Dishes," an enticing prompt clearly outlines the path forward.

Understanding what captures your audience's interest requires experimentation. By trying different phrases, design elements, or placement, you can determine which strategies effectively engage your readers. Insights from these explorations help refine your approach, ensuring your messages align with what drives your customers to act.

Check out this snippet of an email in the image above, courtesy of our client Trasca & Co. Eatery. Catering is a big portion of Trasca’s business, and they often send strategically planned emails out during times when bulk orders are popular (summer, holidays, etc.). As you can see in the example, there are clear calls to action to reach out and call to create a custom menu order, or a recipient can click a button to order catering online. Either way, the messaging is simple, clear, and effective.

5. Offer Exclusive Deals

Creating unique offers can significantly boost customer interest and drive sales, and be a nice break for your customer’s pocket book. By crafting special promotions like "VIP Discounts" or exclusive early access to new menu items, you instill a sense of exclusivity that resonates with your patrons. These tailored deals not only enhance customer satisfaction but also encourage repeat visits.

Implementing time-sensitive offers can effectively spur decisive action. For instance, offering a "Limited Edition Dish" available only for a short period can create a buzz and draw immediate attention. This approach taps into customer enthusiasm and ensures a swift response, transforming curiosity into concrete engagement.

Check out the above example featuring a few offers; one is a 2 for 1 deal and another offer for the restaurant’s vegetarian and vegan customers. Not only are both presented with big bold text, vibrant colors, and scrumptious looking food pics, but there is also a sense of urgency attached to the offers, enticing customers to order food on days where going out to eat/ordering carry out isn’t as common (Monday-Wednesday).

6. Optimize for Mobile

With the increasing reliance on smartphones for communication, ensuring your emails are easily accessible on mobile devices is crucial. A mobile-optimized design enhances user interaction, making it seamless for recipients to engage with your content on the go. This involves not only adjusting layouts but also streamlining navigation to cater to mobile users.

To achieve this, start by implementing a flexible email template that adapts to various screen dimensions. This ensures that elements like text, visuals, and interactive buttons remain clear and functional across devices. Additionally, consider the overall speed and efficiency of your emails; compress images appropriately to maintain quick loading times, which is vital for retaining user attention.

7. Analyze and Refine

Evaluating your email campaigns requires a strategic approach to uncover meaningful insights. Focus on key metrics such as engagement rates, click-through statistics, and customer actions post-email. These metrics provide valuable feedback on the effectiveness of your messaging and highlight areas for potential improvement.

Explore these metrics to identify trends and preferences specific to your audience. For example, analyzing engagement peaks can inform the best times for sending emails. Understanding which promotional offers or content types drive the most interest can guide future campaign development. Email marketing platforms like Mailchimp, MailerLite, and BeeHiiv, CRM platforms like HubSpot, or point of sale systems like Square.com are all tools that can be used to provide this information.

With these insights, refine your approach to better cater to audience expectations and behaviors. Test various content styles or personalization tactics to discover what enhances performance. Regularly updating your strategy ensures that your email campaigns remain impactful and resonate with your audience.

At That RANDOM Agency, we understand the power of crafting compelling email campaigns that drive results for restaurants. Our team of experts is dedicated to helping you create attention-grabbing emails that resonate with your audience and boost your bottom line. If you're ready to take your restaurant's email marketing to the next level, request a proposal today and let us help you unlock the full potential of your email campaigns.

Local SEO Tactics for Small Businesses: Getting Noticed in Your Neighborhood

According to the Department of Treasury, more people are opening businesses now than ever before. This is why it’s important for small businesses to harness the power of local SEO to stand out in their communities. 

So for all of you local businesses out there fighting to break through the competition, with the right tactics, you can improve your online presence, attract more local customers, and ultimately drive more sales. Here are some essential local SEO strategies that all small businesses should implement right away.

1. Optimize Your Google Business Profile

Claiming and optimizing your Google Business Profile (GBP) listing is crucial for local SEO. This free tool helps businesses manage their online presence across Google, including search results and maps.

Check out an example of profile optimization below from one of our clients, Trasca & Co Eatery, a fast-casual restaurant located in Ponte Vedra Beach, Florida. 

You can see that there are photos of the business, a catchy description and service options giving new customers some quick info, location and contact information, hours, and a link to the menu. This will help first timers get a feel for what to expect, and lots of clickable links to learn more.

2. Use Local Keywords

Integrating local keywords into your website and content is essential for improving your search rankings. These keywords should reflect your services and location.

Notice how our client KSI, a kitchen and bath remodeling company, uses industry specific keywords like “home,” “kitchen,” “bath,” and “design” in their website copy. 

Look even closer and you’ll see they use local keywords like “Michigan” and “Ohio”—the service areas they cover—to help drive local, organic search traffic to their site. 

Add keywords like “construction” and “remodeling” into the equation and this small paragraph packs a heck of an SEO punch.

3. Create Local Content

Developing content that speaks to your local audience is a great way to engage potential customers and improve your SEO.

The KSI blog does a great job of incorporating a good mix of industry and local content (most of the time in the same blog post) to help drive organic traffic to their website. 

This example references industry keywords like “remodeling” and “elevated kitchen design” alongside local keywords (“Rochester” is a city in Michigan, where they are based) to help bring in visitors that will find their services relevant.

4. Build Local Citations

Citations are online mentions of your business name, address, and phone number (NAP) on other websites. Consistent citations help improve your local search rankings.

For a restaurant like Trasca & Co Eatery, it’s important to be featured on listing sites like Yelp, as search engines like Google and Bing take reviews, ratings, and consistent NAP information into consideration when ranking for search.

5. Optimize for Mobile

With more people searching for local businesses on their mobile devices, having a mobile-friendly website is crucial.

Reware Vintage, a Michigan-based sustainable clothing store, gives us a perfect example of a mobile-optimized website done right. 

The products still look vibrant and easy to navigate, even on a smaller screen, and with the slide door navigation icon in the upper left corner, it’s simple for a user to navigate to different pages of the site. 

6. Utilize Social Media for Local Engagement

Social media platforms are powerful tools for connecting with your local community.

Trasca & Co Eatery hosts lots of events, including weekly live music as well as pop-ups and collaborations with other businesses in the area. 

In the example below, Trasca & Co teamed up with The Beauty Boost in Jacksonville for an in-person, 45-minute yoga class taking place on the patio of Ponte Vedra Tap Room, their sister bar located next door to the restaurant. 

The post features local keywords, hashtags, and a tag for the partnering business to help increase exposure to the event.

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A post shared by Trasca & Co Eatery (@trascaandco)

7. Monitor Your Analytics

Regularly tracking your website's performance can help you identify what’s working and where you can improve.

Implementing these local SEO tactics can significantly enhance your visibility and attract more customers to your small business. By optimizing your Google My Business listing, using local keywords, creating engaging content, and leveraging social media, you’ll position yourself as a go-to resource in your community.

If you feel stuck and want a more personalized strategy, we’re experts in deploying digital strategies and tactics to help your business grow. Contact us today!

Just DM Me: How Instagram Wants to Be Your Hub for Communication

If you’re old enough to remember what life was like before everybody you knew could get a hold of you 18 different ways, then you’re probably feeling a bit overwhelmed with all of the communication options available in our social media apps these days. 

But if you’re the type of user who likes to consolidate their communication to a single app, your friends at Instagram are doing their best to be a one-stop-shop for private interactions with your friends and followers. 

If all the recent updates have got you stressing about keeping up, well, don’t. Instead, read on for our breakdown of these new features, and if they will (or won’t) be a game changer for users and brands alike.

Check Your DMs

Remember when Instagram was an app where you’d post a picture of your bottomless mimosa brunch, slap the Sierra filter on it, and then just get on with your day? Those times are long gone, grandpa. 

Indeed, there’s been a seismic shift in social media to provide platform users with options to not only share publicly, but privately as well. With the launch of Snapchat in 2011, the idea that you could share something online that disappeared after 24 hours was a breakthrough, and only just the beginning. 

So what’s behind the shift towards messaging at Instagram? Back in 2022, Instagram chief Adam Mosseri tweeted that, “Friends post a lot more to stories and send a lot more DMs than they post to Feed.” 

Ok. That seems to check out, but…anything else, Adam?

Earlier this year, Mosseri said, “When you think of instagram, you probably think of a feed of square photos. But how Instagram works has changed a lot over the years, and if you look at what people share, and how people express their creativity, the primary way they do so is actually DMs on Instagram. More photos and videos are shared in DMs than are to Stories or feed on any given day.” 

Given what we know about the new features (which we’ll get to in a minute), it seems like Mosseri and his team of brains at Instagram are just responding to user behavior, rather than attempting to change it (sort of…more on that below). 

In other words, keep DM’ing those “delulu” memes to your friends while Instagram rolls about a bunch of features to make it more convenient, private, and dare we say…fun?

Can You Recap The Changes For Me? 

Well of course we can. Some of the recent (and not so recent) changes that are specifically messaging/private sharing related are:

Screenshot showing the notes bubbles on the DMs page of the Instagram mobile app
Four frames showing different background themes of Instagram DM chats
Two frames of phones showing close friends livestreams

Impact on Users

With all of these new features, there’s no doubt that they will have at least some impact on even the most basic user of the Instagram platform. For power users, it could mean a complete overhaul in how they interact with their friends and followers. 

Breaking it down, the options seem to revolve around 3 concepts: 1) Privacy 2) Organization and 3) Fun. 

Indeed, Instagram chat isn’t your daddy’s inbox, with a strong focus on keeping your messages contained to the people you want to see them and organized in the way you want them to be - all with an added dash of silliness and fun that keeps users coming back for more. 

For instance, want to make sure your messages disappear (you creep)? Go to your inbox and swipe up to turn on vanish mode. 

Want to ensure that you don’t miss some important conversations happening in your inbox? Well, pin those chats to the top of your inbox (nerd). 

Want to stream some exclusive content that only your tightest homies can see? Turn on a Close Friends livestream.

Love Olivia Rodrigo and want to add some Guts themed wallpaper to your DMs? Well, you can do that too. 

Oh, and if all that wasn’t enough, Instagram is testing an update to the main UI, where the creation button has been moved to the top right and the messaging “paper plane” icon is now sitting front and center in the lower function panel. 

Apparently Instagram is trying to change your behavior. What’s next…you’re going to tell us you can make a phone or video call from Instagram’s inbox? Oh wait, you’ve been able to do that since 2018. 

Impact on Brands

While many of the messaging and private sharing updates tend to focus on regular, everyday users of the platform, these same regular everyday users are also consumers. So it’s not surprising that the folks that are attempting some digital rizzing in their Instagram inboxes are also quite comfy with shooting a brand a direct message when they have a question (or a gripe). 

Below are just a handful of ways we think brands (including corporate, small business, and even influencers) can capitalize on some of the new features, and create a more authentic environment to connect.

Direct Messages

At this point, brands should be used to receiving DMs from their customers. If you’re a brand using Instagram and aren’t responding to these conversations you’re already messing up. Hire somebody to watch and respond to messages coming to your inbox daily; it’s just as important as calling a customer back (if not more so). 

Group Chats

Group chats are a great way for multiple individuals to have a private conversation using Instagram, and can be used to set up a safe environment to receive customer feedback.

Audio and Video Calls

If you’re helping a customer troubleshoot an issue that contacted you through Instagram’s direct message feature, why make things inconvenient for them by requesting they share their phone number? Instead, ask if they would like to receive an audio or video chat so you can better help assist them in a way that’s comfortable to them.

Automatic Replies

You know how we live in different time zones? Or how some of us can’t take care of a customer service issue until after business hours? Well, now you can set up automatic replies on Instagram messages to be able to assist customers after hours. Set up a FAQ to activate in your chat, or explore some of the other automated features to increase efficiency and not leave your customers waiting impatiently.

Reply to Comments with a DM

Ok, we understand that this might seem weird or intrusive, but trust us, most people will appreciate this! If a customer responds to one of your posts with a grievance or question that requires a customized response, send them a DM instead of posting a public comment (best practice is to respond to their comment and let them know you’ve sent them a DM). That way the customer will feel like you are really paying attention to their concerns, and also help you avoid a potentially disastrous back and forth in front of your audience. 

Unsend Messages

Oops! Respond to the wrong DM? Just unsend it. It’s that easy.

Instagram Notes

In addition to your feed and Stories, Notes is another place to communicate with your customers. Found in the inbox (and recently rolled out as a way to react to a photo or Reel in the feed), Notes can be a great way to offer exclusive deals or other kinds of exclusive messages, open to anybody who wants to find it. Just don’t forget to direct your customers to where they need to go to find it.

Call..er, DM Me, Maybe?

Whether we like it or not, the push for every social media app to be more than just a public sharing service is seemingly well underway. Instagram (by way of Meta) looks like they want to be on the forefront of embracing these updates, perhaps as a way to pull users back into its universe and away from competitors like Snapchat and TikTok. 

Either way, the focus on evolving the way we interact with one another on Instagram (and on social media in general) isn’t going away. How else are you going to serve all of those ads to people if you don’t give them what they want every once in a while? 

Need some help strategizing for how your brand is going to embrace the new private messaging options available on all your favorite social media platforms? Look no further than Random and contact us here…or send us a DM; we promise we’re cool and will respond - unlike those other guys.

5 Email Marketing Pro Tips for Health and Wellness Brands

If you’re a health and wellness professional (or just a personality), email marketing is an effective way to communicate with your audience. It helps you build relationships, drive engagement, and even boost your business. So if you’re looking to go beyond likes, shares, and comments, and get your messages landing in your audience's inboxes, here are five pro tips to add some more muscle to your marketing.

1. Personalize Your Emails

Why Personalization Matters: Personalized emails go beyond addressing recipients by their first name (which we recommend). They also involve tailoring content based on individual preferences, behaviors, and past interactions. This makes your emails more relevant and engaging. 

Pro Tip: Use data from previous interactions to segment your email list. For example, if a subscriber has shown interest in nutrition tips, send them emails focused on healthy eating recipes and dietary advice. Personalization can also extend to sending birthday wishes or customized health plans based on user interests.

Example: Check out this email from the Nike Training Club, which congratulates the recipient on completing their inaugural plan, and encourages them to explore additional plans from their catalog.

2. Create Value-Driven Content

Why Value-Driven Content Works: Health and wellness consumers are often looking for valuable information that can help them improve their lifestyle. Providing content that offers real value builds trust and positions your brand as an authority in the field.

Pro Tip: Include tips, guides, or exclusive insights in your emails. Share informative articles, how-to videos, and practical advice related to health and wellness. Make sure the content addresses common pain points and provides actionable solutions.

Example: This email from Dr. William Li, a world-renowned physician, scientist, speaker, and author, best known for leading the Angiogenesis Foundation, sends a health recipe to subscribers every week. Not only are the recipes easy to make, but they all come packed with healthy benefits.

3. Incorporate Strong Visuals

Why Visuals Are Key: Visuals capture attention and can make your emails more engaging. In health and wellness marketing, visuals can include product images, infographics, and motivational quotes.

Pro Tip: Use high-quality images and visually appealing designs to showcase your products, highlight success stories, or present wellness tips. Infographics that illustrate health benefits or workout routines can also be effective in conveying complex information quickly.

Example: This email from Smile Direct Club does a great job of using attention-grabbing imagery. Combining a smiling face and clever product placement with bold colors and textured background almost makes recipients forget about having to wear a clear aligner. 

4. Optimize for Mobile Devices

Why Mobile Optimization Is Essential: With many people checking emails on their phones, ensuring your emails look great on mobile devices is crucial. Mobile-optimized emails lead to better engagement and fewer missed opportunities.

Pro Tip: Use responsive design to ensure your emails display correctly on all screen sizes. Keep your content concise, with a clear call-to-action (CTA) that is easy to click on mobile devices. Test your emails on different devices before sending.

Example: This email from at-home healthcare provider everlywell does a great job of creating a streamlined email that is easy to read on a mobile device, including clear CTAs to shop now and join, a clearly placed promo code, and clever use of images and text that are easy to read on a mobile device but also attention grabbing.

5. Leverage Automation for Timely Campaigns

Why Automation Boosts Efficiency: Automation allows you to send timely, relevant emails based on user actions or predefined schedules. It can save you time and ensure that your subscribers receive the right message at the right time.

Pro Tip: Set up automated workflows for welcome series, cart abandonment reminders, and re-engagement campaigns. For example, send a welcome email sequence to new subscribers that includes a series of educational emails about your brand’s offerings.

Example: Let’s say you’re a health and wellness coach and want to build up your email list. A great way to get started is by offering a free ebook in exchange for a user’s email address. Below is a great example from Automizy.com that details what a typical welcome journey could look like after the user submits their email address.

Conclusion

Effective email marketing can significantly enhance the success of health and wellness brands by personalizing content, providing value, using strong visuals, optimizing for mobile, and leveraging automation. By implementing these pro tips, you can create compelling email campaigns that resonate with your audience, foster loyalty, and drive meaningful engagement. Start integrating these strategies today to see how email marketing can transform your health and wellness brand.


Need help getting your email campaigns off the ground? Reach out to us today!

How Platforms Are Changing Their Link Posts and What It Means for Brands

Wouldn’t you know it, but the social apps we’ve grown to love continue to make changes that have an impact on marketers and brands across the globe. This time developers at LinkedIn — the normally polite and non-controversial business networking app — and X (we’re all familiar with the controversies) — are up to something.

So, what aspect of these apps are in the crosshairs now? Would you believe it’s…the appearance of linked posts? While it may seem like a strange thing for both platforms to mess with, let’s dive into the details of the updates to both platforms and the effect it will have on brands.

Sherly Crow once sang, “A change would do you good.” But when it comes to social platforms like LinkedIn and X, where users have gotten used to the way linked posts have displayed for quite awhile, is that necessarily true? Before we decide, let’s dig into the changes themselves.

For LinkedIn, the changes are quite simple: all organic posts will get smaller link preview images. Sponsored posts, on the other hand, will still feature those big, beautiful images we are all accustomed to (minimum of 360 x 640 pixels; maximum 2430 x 4320 pixels, just sayin’...). If a link is posted organically, and then later sponsored, the small image will automatically convert to a larger one.

Two screenshots comparing the new, smaller link post and the sponsored link post on LinkedIn

On X, the changes to link posts were first talked about last summer, and became commonplace on the platform in the fall of 2023. For those of you who may have missed it, the big brains at X decided to remove the headlines and text that used to be displayed alongside linked posts, making for a slightly cleaner presentation. You can see the difference between the newer link display (on the left) and the older link display (on the right).

Two screenshots comparing the new X link post and the old X link post

You’re probably asking yourself, “Ok, I get that there are changes…but why?” And even though a wise marketing campaign once posited: “Why ask why?”, we’re just too curious not to delve into the reason behind these changes. So let’s investigate.

What it really boils down to for both platforms is this: both Microsoft - who owns LinkedIn - and Elon Musk - the presumed cyborg who owns X - want you to spend as much time on the platform as possible. 

It might be stating the obvious, but when you click on a link shared on literally ANY social media platform - including LinkedIn and X - you have escaped the environment, perhaps never to come back again (obviously that’s not true, because you’re addicted to social media, remember?). 

Why is “time on platform” such a high priority? 

Well, the longer you’re using the platform, the better chance advertisers have to catch your eye. As soon as you leave, it’s like turning off the TV before the commercials. 

In both cases, advertisers shed a little tear, almost as tiny as the organic link post images currently being served on LinkedIn.

How Does The Change Impact Brands and Marketers?

Any time a social media app changes its functionality, brands and marketers need to anticipate adjustments, no matter how big or small. In the case of the appearance of link posts, both LinkedIn and X have stated a desire to have more long form content featured in-app.

In the case of LinkedIn, they are pushing users to publish their own articles right on the platform vs. linking out to another source (like a company blog or industry news article). Diminishing the size of the organic link post images is one way to get users to participate in that feature, especially if they don’t want to pay to sponsor a linked post just to have a larger preview image. 

In other words, brands and thought leaders need to reimagine how they’re sharing third party articles, or pony up some cold hard cash to grab user’s attention.

For X, brands using preview cards will want to pay attention to how the changes will affect the design. Additionally, older posts have been reverted to a single image, creating a situation where old tweets may not make much sense. 

That said, Elon and his developers seem very keen on keeping people on the platform at any cost, rolling out features like X Notes, intended to encourage more original, long-form content to be posted on the site. Time will tell if this is just the beginning of more changes designed to keep you locked in the X-iverse for eternity.

Conclusion

So, are these changes to link post appearance earth shattering? Are they going to drive users, brands, and marketers away from these platforms? Perhaps yes, perhaps no. 

Either way, one thing is for certain: app developers are always going to try their best to keep you in their stratosphere, as nobody is safe from the almighty social advertiser. The only choice now is do you play ball or pick up your bat and glove and go home?

Are you looking to connect with a social media agency that can help you make sense of all these platform changes coming your way? Reach out to us today to get started.

The Good, The Bad, and the Artificial: Our Take On Meta AI

It’s April 23rd, 2024. You wake up, drag yourself out of bed, pour yourself a cup of coffee, and open up the Facebook app on your phone to see what you missed while you were sleeping. You hit the search button to look something up and there it is: “Ask Meta AI anything”. You’re stunned, still a bit groggy from the night before, and think maybe you’re hallucinating. You ask yourself, “Was this…always here?” Obviously the answer is “No”, but still, you think Facebook is playing a trick on you. 

You jump over to Instagram, and - OMG - there it is again. Instagram all of a sudden wants you to ask it anything, when all you wanted to do was go to the ESPN account and catch some highlights from last night’s game. In a single morning, your experience with your favorite Meta apps got a little more…artificially intelligent. And guess what? You can’t turn it off.

Unless you’ve been living in an underground bunker, hoarding canned food and cut off from the rest of the world (which actually sounds kind of awesome), you’re probably quite aware that AI is everywhere. OpenAI’s ChatGPT has the same brand recognition as Coke and McDonald’s, countless think pieces have been published raving about its endless possibilities, and now it lives rent free, front and center, in Meta’s user interface (as well as behind the scenes). So is Meta’s choice to integrate AI into its platform in a very up front way a good thing or a bad thing? Can it be both? Let’s discuss…

What the Heck is a Llama 3?

First, we need to break down how Meta AI works. The tech giant has invested heavily in its open-sourced AI tool called Llama 3, and claims that it rivals the ChatGPTs and Geminis of the world. Now that they’ve literally put it in the hands of everybody with a Facebook account, its functionality will surely get put to the test. 

Cool. So, like, what does it do, exactly? Well, in simple terms, it’s meant to further personalize the experience of Meta’s platforms, including content delivery with more relevant and engaging experiences tailored to user’s interests and preferences. It also helps identify harmful content (like hate speech and fake news), allows advertisers more precise targeting abilities, and improves accessibility features for users with disabilities. Now, that doesn’t sound all bad, does it?

The Artificial Elephant in the Room

Not so fast, Mr. Positive! There’s some obvious concerns with Meta AI (and AI in general), including how it affects user privacy. There’s also some worry around the fact that AI algorithms are prone to bias, which can result in discriminatory outcomes (think disproportionately targeting certain demographic groups with ads or content, which could fuel existing inequalities). Other concerns, like the fact that relying too much on automation can lead to errors, or the underlying concern that, you know, AI is going to take all our jobs one day…and yeah, the future might seem a little more Idiocracy than we’d like.

Get Your AI Outta My Search Bar (Or Maybe Keep It? I’m Not Sure)

But let’s talk about the AI elephant in the room - that dang “Ask Meta AI anything” addition to the search bar, chat, and elsewhere. First, let’s dig into what it does. 

According to Meta, users can interact with the new AI search feature through the platform's search bar or dedicated search pages. By entering keywords or phrases related to their interests, users can access personalized search results generated by Meta's AI algorithms. As users engage with search results and recommendations, Meta's AI continuously learns and adapts to better serve their needs, providing a more intuitive and personalized search experience over time. On vacation and want to know the best restaurant near you? Ask Meta AI. Want to get the latest tour dates for your favorite band? Ask Meta AI. Need some tips on how to take wildlife photos? You get it.

Screenshot of Meta AI search bar on Instagram

Oh, and you can also ask it to imagine a hot dog eating a taco eating a hamburger, if you want (it’s not perfect, by the way).

Screenshot of Meta AI chat. Asked to image a hot dog eating a taco eating a hamburger, replying with a picture of hot dogs and burgers inside taco shells.

So yeah, that all seems cool, right? So why are people - like TikTok user @psithuristicdesire - SO PISSED about it?

@psithuristicdesire

AI HAS BEEN PISSING ME OFF BUT THIS IS TOO MUCH

♬ original sound - Star

Or what about X user @MaKaylaMaShelle?

What's the Big Deal?

So what’s got these folks so fired up? Is it privacy concerns? Is it content bias? Maybe? But we think it’s something way more simple: Sometimes AI is kind of annoying. 

Look, people hate change. It’s been proven time and time again. But, at the same time, change is inevitable. In the world of social media apps and technology, change is literally happening all the time. There’s not a day that goes by that some social media platform rolls out a change (we see you X), and for better or worse, users have to deal with it or leave the platform. 

The truth is, a lot of these changes are easy to ignore (or in some cases, deactivate). For example, when Instagram launched its Notes feature a few years ago, it only appeared in the messages section of the app. And guess what? It’s still there. It’s out of the way, not invasive, and you can turn a blind eye to it, more or less. But by putting Meta’s AI search functionality in sections of Facebook and Instagram that are engaged with daily by its users, the experience is way more in your face, invasive, and hard to ignore. Sure, you can bypass the AI by just, you know, typing in your search, but the lack of control and even just seeing the words “AI” can send some users into a tailspin.

So, Can You Turn It Off?

Nope. And if you’re Meta, that’s kind of the point. The tech world has essentially turned into an AI arms race, and Meta wants to make sure it’s at the front of the pack. By integrating AI into everything from search to chat, Meta is essentially indoctrinating its users into accepting the technology as part of their everyday lives, likely to the point where they just get used to it and give up complaining. 

Ok, so you can’t turn it off. Perhaps you’re wondering, “Are there some workarounds?” The short answer is yes, but they might not be universally loved. For instance, you can “mute” the AI feature, but once disabled you can no longer use the search bar at all. You can also hop in a time machine and use a basic version of Facebook (intended for users in developing countries with slower Internet connections), but that won’t help you if you’re an Instagram or WhatsApp devotee. In other words, “womp womp”.

What’s Our Take?

You’re probably wondering what a social and tech-forward agency like Random thinks of all this. Well, it depends. We use AI all the time (heck, we even wrote a children’s book using AI technology). As a small team of content creators, it helps us work smarter and quicker than ever before. 

In the case of Meta AI, there’s loads of benefits for content creators and social media managers, like:

All that said, it’s hard to not feel exhausted by AI popping up in every platform under the sun. Kind of like your drunk uncle that keeps interrupting that really important story you’re trying to tell at a family gathering. Sometimes we just want to perform simple tasks without AI trying to help all the damn time. 

What Should You Do?

So whether you love it or hate it, Meta continues to deploy AI-driven solutions. It's essential to weigh the benefits against the risks and ensure that these technologies are deployed responsibly and ethically. And ask it to make you a picture of a hot dog eating at taco eating a hamburger from time to time.

Want to work with an agency that takes a realistic approach to AI solutions? Contact us today!