The world of marketing is ever-evolving, and though there is no universal marketing strategy that will “just work” for every type of company, some marketing professionals make it seem like they possess the secret formula. Now that digital marketing has taken over, there are many new aspects of marketing that we must take into consideration when creating our marketing strategies. I went to multiple masterclasses on digital marketing that were held during weekend one of SXSW, and I’m here to share my key takeaways on where to focus your efforts when creating your digital marketing strategy. There are also several trustworthy websites that share news of digital marketing trends and helps you to make an informed decision.

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I “Like” you. I’ll “Share” you with my friends if you impress me. If I really “Like” you, I may even “Comment” about you. No, these are not notes dug out of a middle-school girl’s locker. They’re the short version of what (hopefully) goes on in the minds of your Facebook fans every time they see your content in their newsfeed. Want to know how to engage your fans even more? First let’s talk about how you earn a spot in the newsfeed to start with, and then we’ll discuss some strategies that will increase visibility.

EdgeRank Demystified

Edgerank is the mysterious algorithm used by Facebook to determine which news stories show up in the newsfeed. Fortunately, the Facebook wizards have given us three factors that affect this all-important process:

• Affinity—Likes, shares, and comments determine a fan’s affinity, or engagement with your brand.
• Weight—Weight measures how popular your site is overall. It’s determined by how people engage and how often they engage with your content.
• Time—Time refers (obviously) to how old your post is. Newer posts are deemed more important than older ones.

How to Build Your Brand With EdgeRank

Now that you know the three factors that determine your Edgerank score, you can build your Facebook strategy around maximizing their impact.

• Create Fabulous Content

Valuable content is still the best way to earn fan engagement, and of the possible content formats, photos tend to carry the most bang for your buck. Make your content fun, upbeat, and relevant to the reader’s life.

• Give Your Audience What They Want

People are on Facebook to interact, smile, or otherwise get a boost for the day. So give your fans what they want. Study them to find out what kinds of content they engage with most often (pictures, videos, or witty comments?) and when they’re most likely to consume that content. Then tailor your posts accordingly.

• Practice the Three S’s

The most popular posts tend to be short, straightforward and seasonable. As people scroll through a newsfeed, they don’t generally take the time to read long posts. So keep it short. Don’t be afraid to ask for likes, shares, and comments. And be sure to include current content about breaking news, trending topics, and holiday items.

• Follow Up

Once you’ve earned the coveted engagement, follow-up by replying with a comment yourself. Many times, your comment will earn another like, strengthening your connection with that fan even more.

Capitalize on the Edgerank process by catering your posts to your audience. As you earn their loyalty with quality content, engaging and readable posts, and reliable follow up, you’ll see a boost in your Edgerank score. And that’s the key to staying visible.