FIFA World Cup 2018: Last Minute Digital Strategies for Mobile
The big event this year is the 2018 FIFA World Cup in Russia, make sure that your SEO and social media strategies are appropriate for the game. With these ideas you will make your International Mobile Marketing Strategies the real winners of this event!
Why to Go Mobile during the FIFA World Cup?
It is very simple, people use their phones to comment on the programs they watch on TV, and the FIFA World Cup is one of the most watched events in the world! With 280 million fans watching it online or on a mobile device just in 2014, this event is a fantastic opportunity to boost your mobile marketing strategy and reach your customers through social media and your own website.
Golden Rules for Social Media Winning Content
1.Know your Audience
Knowing your audience is not just about knowing where they live, their gender or age. And understand how they’ve engaged with your brand. Nobody knows your target audience better than yourself, so make sure of the following questions:
- Is this the sort of content your existing followers will want to read?
- Are the new followers you may gain through this exercise of any long-term value to your brand?
- Is your Twitter primarily a customer service channel? If so, is Tweeting about football appropriate
Find a way to tell the latest news in the most attractive way possible. Remember that storytelling is what you should bet on. You can create from an attractive copy to animated videos or gifs.
Remember this: Sport is all about emotions, and so is marketing. Being able to address those emotions can be what tips the balance in your brand’s favor.
Do not just get involved only on Facebook or Twitter, remember to address the audience in all the social networks they are using to increase your brand’s visibility and improve your results.
For example, use Twitter to share breaking news and Facebook to share a video summary of the results of the day.
4.Do not Miss Video Content
According to this article, three quarters of all mobile traffic will be used for video in 2023, according to a new report by telecommunications equipment company Ericsson. That’s up from just over half of all traffic today.
And according to a study of Cisco, mobile video traffic accounted for 60% of total mobile data traffic in 2016, and will account for three quarters of the world’s mobile data traffic by 2021. And this is a truly global phenomenon: every region of the world now sees at least half of all digital video plays happening on mobile devices.
5.Drive engagement by turning your marketing communications into a two-way conversation.
These are some ideas:
Ask direct questions: Who do you think will score first? Was that goal really offside?
Run a poll: Which player score the first goal?
Be controversial: Make statements or ask questions that are likely to polarize and stir up a discussion between debating sides.
6.Don’t forget Hashtags.
Encourage your followers to upload photos, for example, of the food or snacks they eat while watching the game.
7.The balance between the predictable and unpredictable
The World Cup 2018 is predictable, right? We already know it’s coming, we know when matches are going to take place and we can even anticipate who the top teams are going to be. This gives us chance to prepare for certain situations, create campaigns on our social media.
But something unexpected can always happen! Be quick, turn the moment into a gif, or caption it with a creative or funny quote and prepare yourself to win the Internet!
Score a Goal on Google with your SEO Strategy
A mobile strategy means nothing for your business if people don’t see your content on their devices. For global events like the FIFA World Cup in Rusia, having an SEO Strategy to rank on the first results on Google is vital. To achieve this, some of the general optimization rules apply, however, there are some strategies that will help your content rank in real time and stand out from your competitors around the world.
Choose the Right Keywords
During the FIFA World Cup, people around the world will be searching for content using specific queries. For this reason, it is important to write content that is relevant to the user search terms during the games. You can look for specific keywords using tools like Google Adwords or Ubersuggest to look at the trends during this season.
Make it Engaging
Don’t lose sight of your target; soccer fans appreciate attractive content that is written for them (not just the search engines). Writing an engaging copy will make them share it, so make sure your content provides them some unique value. Also, make sure that you use relevant colors, an attractive layout, and images that catch the reader’s eye.
You need to be ready for them to share it, making sure your Open Graph content is up to date and correct. Check that your shared link is accompanied by the right image, title and description on social media, so it attracts more people to click on it.
By making your content shareable, you will also improve your SEO, because Google uses Social Signals to prioritize the content that is relevant.
Take advantage of Google News
The FIFA World Cup is a month long event that will be generating breaking news constantly, and you need to keep up to date to stay relevant for your target; this means, you need to be ready to write about what happens during this event.
Producing fresh content will help your content strategy, and it will also give you the opportunity to rank on Google News (a huge resource for targeted traffic and better search engine visibility). But to use this exclusive space in Google, you will need to optimize your content following some specific guidelines:
1.Follow Journalism Principles.
This means, your content need to answers the 5 w’s (who, what, when, where and why), be accurate, clear, objective and honest. Google will rank content that includes quality anchor text, meta tags, and an authoritative voice. In this sense, you may also like to use an expert in the sports field so your content is trustworthy.
Make sure that your content is original and not copied from any other web source. Google values unique pieces of content, and won’t take your content into account if it doesn’t provide a unique proposition.
3.Write compelling headlines.
Your article headlines need to stay straightforward and unadorned. Some tips provided by Neil Patel include:
- Avoid repeated words.
- Use active voice.
- Write in present tense
- Know which words to capitalize
Writing at least two articles per day (if possible) will help you stay relevant to search engines. If you want to be included on Google News you may also need to hire freelance writers to write unique stories during the FIFA World Cup. Having multiple authors on your website is also a requirement to apply for a place in Google News.
After you made sure to have created some newsworthy stories, you can apply to Google News here. . This way your Google Console account will be connected, and you will be able to add your site to Google News.
Some other Tips
If you want to know more tips for mobile marketing strategy, check the article: International Mobile Marketing Trends in 2018
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