How Does Your Company Look Online?
So, you want to get started with Social Media! If done effectively, it can build your brand and generate new streams of revenue while delivering ROI unlike many off-line marketing strategies. But, don’t even consider posting to Facebook, LinkedIn, Twitter, YouTube, Instagram or any other social media platform until your website represents your company in a positive way.
Clearly, the first action any consumer takes when considering a product or service purchase is to search on-line. The scariest is that there are still companies with no website! In today’s world how can you expect to be found if you’re not even there? Your company itself or its product category is being Googled… and if you’re either not there or look like you’re stuck in the 90’s, chances are consumers will move onto your competition that presents a contemporary image of their company. We’ve all been on-line and have been referred to someone or something. First thing we do? We Google them… right? No different for your company. You don’t want to have a disconnect between your company, its website and its on-line or off-line marketing vehicles.
Your website is your on-line connection and very often the first touch point for new business. It is the cornerstone of your business and your most important selling tool. As marketers our ultimate Social Media goal is to drive traffic to your website. Face it; the value of Social Media is significantly constrained and limited if you don’t have a good website. An equivalent situation for a brick and mortar retail location is if you effectively advertised in the newspaper and drove scores of people to your store, but they had such a frustrating time trying to find your products on your store’s shelf that your prospects simply left. This happens online too, and all too often. Social media can be great at generating leads, but your website has to be well conceived so as to ultimately benefit.
Evaluate your website with fresh and informed eyes. Was the content developed so as to optimize the page viewing on Google’s search engine? Do you have multiple call to action opportunities at every strategic site location? Are your headers appropriately named and in the right sequence. Have you minimized clicks to achieve a sale? Is the navigation easy, simple and highly intuitive? Is the site itself clean, modern, contemporary and friendly? Does it capture attention and direct the focus?
Not sure? Well, I know of one consultant who can help! He also writes blogs about this kind of stuff! Click here to get in touch.
Why You Shouldn’t Have An Intern (Or Teenager ) Run Your Social Media
“We should get into this Social Media thing.” Most companies have at least had the conversation. “My 16 year old (or intern) can get us started on Social Media. She (or he) is on Facebook all the time and I don’t have the time to do it!” Although that sounds like a great idea…. it isn’t!
What you’d be in effect doing is putting your company’s message and voice in the hands of someone with very little knowledge of your strategies, objectives and of your business in general…… OMG….. I bet you never thought of that! Social media for business is really so many things wrapped into one: marketing, customer service, public relations, crisis management, branding. How deep is the experience of a young person in delivering any of these things? Why would you entrust your brands presence on a new platform to someone without the ability to establish clear and measurable business objectives? Although Social Media looks rather simple, it’s not. As with all new marketing initiatives, it involves a strategy around which you create tactics and measurable results. Based on those results you then have the opportunity of making corrections to your Social Media initiatives as needed….. much like you would in your other marketing programs. The game changer though is that unlike other marketing channels, it’s multidirectional. Unlike traditional advertising, Social Media marketing is a one to one conversation between your brand and the marketplace. This is an incredible opportunity for any business….. one that didn’t exist a few short years ago & must be leveraged! Don’t entrust the conversation you have with your demographic to someone who isn’t privy to your business needs!
Don’t get me wrong though, there are ways you can get your kids or intern involved. While they alone shouldn’t be responsible for being your company’s Social Media voice, they can certainly help out as you become involved with the various channels. Working with the people in your company who are responsible for strategies & objectives, they can learn more about your business and apply his or her social media insights as digital natives to your objectives. They can also direct you to new Facebook features or depending on your business needs, to complimentary networks such as YouTube, Twitter, Instagram or Pinterest. With guidance on your strategies and a firm understanding of your corporate voice your intern or teenager can also assist with your Social Media presence. You can’t make every post or tweet yourself!
The takeaway from this is that rather than saying your teenagers or intern can’t handle being the Social Media voice of your company that you should be taking Social Media seriously and not as a trivial side project. I’m well aware that any 12 year old knows how to make a Facebook post but leveraging content for business is a whole other game. Work with professionals who understand both the media & the marketplace who will partner with you in a relationship where your strategies and objectives are leveraged through the channel that best suits your business needs.
I look forward to your comments and please share!
A Case Study On How A Lighting Fixture Manufacturer Collaborated With Their Retail Customers To Drive Consumer Traffic To Points Of Sale With Social Media.
Artcraft Lighting has manufactured high-end traditional lighting fixtures since 1955. Based in Montreal, Quebec. Artcraft continues to produce top-of-the-line products—from bathroom vanities, table lamps, hanging pot racks, ceiling fixtures, decorative mirrors and ornate chandeliers, to exterior sconces, pendants, and post lanterns to its many retail partners throughout North America. For many years Artcraft produced print catalogues of products which were sent to their network of retailers who distributed the catalogues to their customer base. One of the challenges with the print catalogues is that once they were sent to the retailers, there was no way of knowing where they went from there. How was each retailer distributing the catalogues? Did they reach the intended demographic? Was it truly seen…and if so, by how many and by who specifically?
In an industry traditionally slow to adapt to change the management team at Artcraft Lighting took advantage of an opportunity to support their valued retail partners by collaborating on a Facebook & Instagram ad campaign that would be targeted to consumers as well as tradespeople within a specific radius of each retail location within Canada & the U.S. Through a series of ads, we were able to target by age range, location, job title, lifestyle interests as well as other key demographic markers.
Each ad would be animated to be eye catching with different messages to see which ads were most effective and eliminate poorly performing ads. The ads were also customized and branded with each retailers logo and, when clicked on, would link to a page on the retailers website such as a “contact us” page where they would see the address of the location or locations as well as the phone number to facilitate easy access to each retailer.
Many of Artcrafts retail partners participated, some with more than one location. The initiative ranged from 4 weeks to 12 weeks depending on the retailer. Our reach (the number of UNIQUE potential consumers that saw our ads) was 701,866 geo-targeted consumers. 43,752 of those we reached clicked on the ads and were driven to the retailers website. 3,203,701 was the total number of impressions (the total number of times potential customers saw our ads).
In conclusion: The first round of our retailer campaign allowed Artcraft Lighting to be perceived as an innovative front runner in their industry. Artcraft was able to partner and support their retail customers with a value added advertising campaign with metrics that clearly showed how many end user targeted consumers saw their ads and how many clicked through for valuable contact information. Some retailers reported increased traffic to their websites over the course of our campaign. We effectively reached geo-targeted consumers and potential consumers very cost efficiently over the course of the campaign.
Ignoring Social Media Mistakes…Big Mistake!
One of the questions often asked when meeting with a new Social Media client is “What do we do about negative comments?” I had one client tell me that he wanted them taken down immediately. Doing that misses out on a golden opportunity for your followers to see how you react to negative issues and stand behind your brand.
Social media is providing people with all new ways to share, collaborate and communicate. You now have the opportunity to connect one-on-one with anyone, anywhere in the world, and turn a negative into a positive.
A huge downfall of many Social Media initiatives is in not replying when confronted with an issue, good or bad. I grant you that there’s no place for profanity and I would remove any hurtful or profane posts but a negative comment gives you the opportunity to right a wrong as well as take negative momentum and make it work for you. If a product is defective, offer to repair or replace it…… even offer a value added extra. Other followers of your page will then see that you have corrected the issue and even offered a good will gesture going, above and beyond. Ideally, respond to every post almost immediately, get the customer to connect offline if there is no quick fix and get them a resolution quickly. In a lot of cases, the customer comes back with a retraction, positive update or “thank you.”
Don’t ignore negative comments, own them! Don’t ignore, be social, it is social media after all!
All Aboard The Social Media Train!
Ok… you’re a small business, you’ve heard all this buzz about Social Media & ask yourself “should I climb aboard?” Well, yes! Brands must embrace and join Social Media since this is where consumers are having conversations.
Facebook is by far the largest and most significant of the Social Media and therefore should be your first whistle stop…. own it before moving onto the others. Facebook offers you, the small business owner, a way to get in touch with and communicate with the end user of your product in a way that didn’t exist a few short years ago.
Be social! They’re right there for you to talk to! Communicate with them, answer questions, deal with problems in a positive way so that other consumers see how you stand behind your brand. Mine them for information. Thinking of line extending? Use your free on-line Facebook focus group as a sounding board.
Beyond that, content is king! For the consumer who has already liked your page, seeing post after post of the same type of information gets old in a hurry! As the conductor of your Social Media train realize that your followers want content that is compelling, that may not relate directly to your business directly but is nonetheless interesting to the demographic following your page. The already “like” your company. You want to give followers a reason to continue to visit your page.
Building data base through incentive based vehicles is a great way to grow your page. Also, promote your page. You’re on the right track but your followers aren’t climbing aboard because you’re doing nothing to drive traffic! Advertising on Facebook is affordable compared to all other media and you can geo-target traffic driven to your page where you build database, generate new fans, brand awareness and generate income.
Get in touch with your Social Media strategist to help you navigate your Social Media course. Keep in mind that speaking English doesn’t make you a writer and knowing design and Photoshop software doesn’t make you a graphic designer, knowing how to post to Facebook or Instagram doesn’t make you a marketing professional.
Customer Retention Through Social Media
While word of mouth is the cornerstone upon which social media is built and new customers are secured, many business leaders don’t fully appreciate that retaining their existing customers is another important way to leverage new referrals as they tell their friends about your business.
In various studies on the subject, the majority of consumers trusted their friends –and even their “non friends”- for recommendations on a product or business. If you want to have word of mouth work for you, satisfying your existing customers as well as converting new ones into returning consumers should be of paramount importance.
Customers leave because of a bad experience such as a legitimate complaint that remained unanswered. You’ve got to engage your customers and turn a negative into a positive so that your consumer is satisfied and shares the positive experience or outcome with others. It’s called customer service! Consumers in today’s market want to know that there’s someone at the other end of the Facebook post, and that you stand behind your products or services. Having a consumer receive a positive experience from your organization in response to their negative comment (a coupon, an explanation, an apology….etc) is why consumers remain loyal to a brand. Your existing customers are there because they like your product and feel well treated. We’re all human and make mistakes. If you can admit an error and rectify it by offering a value added incentive, your consumers will be forgiving. Treat your customers well and they’ll return the favour by telling others!
Most importantly, retained customers are your reason for success as they provide your revenues, and likely on a constant and recurring basis. We all work so hard to gain customers and should likely work twice as hard to keep them. When you lose a customer you’re losing their business as well as driving them to your competitors. You then run the risk of losing more of your customers through the same word of mouth that originally brought them to you.
Oh… and by the way… returning customers do tend to spend more!
Left On The Table Or Deep In Your Pockets. Where Do You Want The Money To Go?
Low hanging fruit. Every business wants to capitalize on revenue that can be more easily generated from a large common denominator of consumers. Too many are unnecessarily missing a golden opportunity to leverage Social Media as a very effective way to capture this low hanging fruit.
If your company sells directly to consumers (B2C) and has an e-commerce website, -but isn’t leveraging it through social media – you may be leaving important new business on the table! If so, are you likely missing a critical opportunity to drive revenue to dedicated buying pages on your e-commerce website! You are also missing a mechanism to develop and grow the customer base that may otherwise follow your company. You can then create Facebook specific offers for both existing and new followers. Your website becomes the-spider-in-your-web of on-line marketing. The various social networks become the sticky “spider web”, serving to extend a wider net driving traffic to your website. You also have the opportunity of maintaining a relationship with your new consumer and influencing their next purchase by offering Facebook specific offers while maintaining a “top of mind” relationship with your Facebook Friend that even extends to their friends.
Is your company B2C, but without e-commerce capability? Well, even if you don’t transact online, you should be making use of Social Media as an important lead generating tool. Facebook affords you the opportunity to build a community and to influence prospects to transact their upcoming purchase at particular retail locations by supplying them with content such as value added offers. It’s a win/win! You generate revenue and build your community. The consumer receives an incentive to purchase your products. You then can benefit from the newly offered opportunity to follow consumers interested in your products throughout their purchasing life cycle.
Are you a business that sells to other businesses (B2B)? In most cases, a Facebook presence can generate revenue for you too! You likely have no idea of the extent of the business you may have been losing! As a product manufacturer or distributor, once your merchandise had left your doors you historically had little opportunity to enjoy feedback about how consumers used them and what they thought about them. Well now you can educate them as to your products and services and continue to engage them throughout their buying life cycle.
Regardless of whether you manufacture garments or shower doors the opportunity to drive consumers to retail locations where you’ve influenced them to purchase your products creates a true win/win/win. The consumer can receive an incentive to buy your product that they are looking for. Your retailer is happy because you’ve driven business to their location with the opportunity to generate incremental purchases from that consumer. You’ve made a consumer happy because they bought what they wanted… your product. Your win is that you’ve supported your brand, built your customer community and generated a sale. Moreover, you now have the opportunity to create brand loyalty by continuing your relationship with consumers of your product in a way you could not before Social Media. And you can further develop specific programs to reward customers to promote your company or product through viral word of mouth.
There are very few companies that are not suited to Social Media as virtually all consumers now look for their products or services online, read reviews online, or verify with friends on Facebook to inquire about their purchase experiences. Consult with your Social Media consultant (hi there!) to find out how to best leverage Social Media for your company and begin to generate new revenue that is presently there on the table for the taking.
Not sure about any of this? Challenge me about YOUR business situation. What are your businesses products or services? Let me help you understand not simply what you’re missing, but how to get a bigger piece of the purchasing action! Take the money from the top of table, and put it in your pocket….where it rightfully belongs!
Drive Sales With These 5 Important Social Media Tips
Social media evolution, along with advances in technology, have transformed the way marketers think and changed the way they behave. With plentiful data and readily available metrics, marketers can now drive measured results as never before. And they do!
By leveraging social media, your organization has the ability to build a loyal community of followers, maintain a “top of mind” relationship with your prospects and customers, and share your message which should result in increased sales and an overall boost in business for your company. Social media platforms have quickly become arguably the most effective, targeted form of online marketing ever. Yes, ever!
Read on for 5 key tips to help you drive more sales for your business through social media.
1. Use the same handle across your social profiles.
It’s branding 101. Using your brand name as your handle across all social media platforms makes it easy to be found by potential customers regardless of platform.
2. Leverage user generated content.
There is no better testimonial than receiving content created by followers of your business about your business, which can of course be repurposed. Leveraging user generated content instills a trust factor in perspective consumers as it is created by a 3rd party. Followers love to see their content being shared and appreciate that you are paying attention to user content. Create a branded hashtag allowing your followers to easily talk about your business and products. Also, try offering incentives such as “Pic of the Month” contests, discounts or giveaways encouraging consumers to share their content with you.
3. Target the social platforms used by your demographic
It sounds simple, but communicating with your targeted demographic on the platforms where they are active, is key. You don’t need to be everywhere…but only on the platforms relevant to your business and audience. Create messaging that will resonate with them. It is not important to interact with everyone, but it is critical to reach those most likely to engage with your brand. Targeted ad campaigns on the various social platforms allow you to drill down to your tightest demographic.
4. Tone is key.
Talk to your demographic using language, keywords, phrases and emojis that will resonate with them. It’s called social media for a reason. Be social. You want to be able to communicate with consumers easily using tone and messaging that is relatable to them.
5. Make it easy to convert.
It should be made as easy as possible for a potential customer to complete their purchase. It must be seamless for consumers to navigate through your website and complete their purchase process in as few clicks as possible. The more clicks it takes to complete a purchase, the greater the likelihood that the shopping and buying processes will be abandoned, lowering your conversion rate, and delivering fewer sales. Take advantage of the various tools offered by each platform to help optimize your performance.
At the end of the day, it’s all about driving sales and generating ROI from your social media platforms. Taking into account the 5 tips mentioned above should help make your social media efforts pay off for your business. I’d welcome your thoughts, appreciate your input, and am of course always ready to provide additional information. Please get in touch by calling me, Jerry Cytryn, at 514 824 2262 or by clicking here.
The correct way to post across social media platforms
Leveraging one piece of content across multiple social media platforms, or cross-posting, is a great way to expand visibility and save time . Sounds easy doesn’t it? It can be, but it can also go very wrong.
Cross posting can be a great solution for companies and brands that are:
– Looking to maximize their budget and time by creating content that can be used across various platforms.
– Feeling they only need a presence on social media.
– Not able to dedicate the resources to create different versions of original content.
– Entrepreneurial but time challenged, and that execute content on social media.
A pet peeve of mine is seeing brands whose social media platforms are connected. That’s the easy way out and most often leads to an under-utilization of the specific and distinct advantages offered by each respective platform . An example is posting from Facebook to Instagram and not leveraging hashtags on Instagram to get organic reach. Conversely, posting directly to Facebook from Instagram with too many hashtags as users do not search for hashtags on Facebook!
Here are 3 tips to help you cross-post successfully, while maximizing your opportunities and saving valuable time.
- Learn each network’s language.
Familiarize yourself with the unique capabilities and functions of each platform.Take the time to learn their specific tools. Knowing this will allow you to optimize each post and to adapt content for each platform. Examples would be the maximum number of hashtags for an Instagram post (30) or how much text can be on your Facebook image and still have it fall within Facebook’s advertising guidelines (20%).
- Not all content belongs on all platforms.
Not all content is suitable on every network. Each platform is different and should be treated as such. An example might be pictures or video of an inter-office birthday party. It may make for a great Instagram post or story but may not be the best fit for a corporate LinkedIn page. Content however, can be adapted to suit the unique attributes of each network.
- Adapting your content for each platform.
Once you have a confident understanding of each platform’s strengths, you’ll want to optimize your content before posting on each one. As mentioned above…hashtags on Instagram…absolutely, and a great way to achieve organic reach. Hashtags on Facebook or LinkedIn…not so much.
You can now put into practice the steps mentioned above and transform each of your posts to suit each network. Some will likely already be fine with only a few minor adjustments needed. You may need to add or delete hashtags, reduce the size of text on images, expand or shorten captions, or change the tone in your text depending upon the platform and its user audience.
I would be pleased to make myself available for a very brief 15-20 minute conversation at your convenience so as to discuss your company’s growth objectives and how to drive profitable growth inexpensively with social media. This simple tactic could effectively become a complementary -and highly successful- sales & growth channel for your business.
Please get in touch by contacting me at 514 824 2262 or by clicking here.
Want to make your social media marketing profitable? Here’s how!
While it may seem darn impressive to have 10,000 or 20,000 followers on your social media site, if they are not converting into revenue…what are they really worth? Since the rise of social networks like Facebook more than a decade ago, marketers have been eager to build social media communities based on corporate strategies. Many have felt that to generate revenue, social media is the most targeted and cost efficient marketing vehicle. While social media marketing is not necessarily a money making machine, it often proves to behave as the most cost effective marketing vehicle for many companies.
Here are 10 ways to make your social media profitable.
1. Paid reach.
In the times of yore it used to be that a social media campaign was a free marketing option. It still costs nothing for a company to create a business page or to post informational or promotional content to it. Where it has evolved is that to reach your targeted demographic you must now pay to play. While still one of the most cost effective forms of marketing, the addition of an ad budget is the “secret sauce” to reaching your audience with social media.
Create a formally documented strategy that clearly lists your target audience, your specific goals and projected growth objectives. This will allow your team to post content that is relevant and “on-strategy” so that the information will serve to drive those actions that you want your prospects and customers to take. You’ll also have a template to follow which can be adjusted over time.
You must be consistent with your posting schedule, providing information on a regular schedule. Avoid Stay multiple daily postings during one week, followed by an absence of disseminating information the following week. Importantly, over-posting will alienate your followers and could lead to them unfollowing your social media site.
An optimal posting schedule would be approximately 3 to 4 times per week, depending upon the platform, and will allow you to maintain a “top of mind” relationship with your community. A mix of content offering both informative facts as well as some promotional information dedicated to generating sales should keep your followers engaged.
5. Add value.
Whether it’s through the provision of engaging lifestyle content that your followers will find of interest or through offering special deals or discounts, your followers will only enter into the conversation if you add perceived value for them.
6. Personal touches.
It’s called social media for a reason. It is important that your followers feel that your business is welcoming. Be honest, be humorous, be engaging. Don’t take yourself too seriously in tone. If you wouldn’t say it in a conversation, don’t say it on your page. Putting a face to your business makes you seem open to conversation.
7. Follower engagement.
Securing or capturing new followers without having their engagement defeats the purpose. Once someone has chosen to follow your page, they know who you are and what you do. It then becomes a matter of keeping them engaged. Lifestyle content that is “on strategy” will offer interesting information for your community. Offer insights into information you think your demographic will find of interest. Paid reach is also an integral part of growing engagement opportunities as the more eyeballs that see your content, the more likely you are to get increased interaction as well.
8. Calls to action.
Your call-to-action is critical (clearly articulating the steps that you urge your readership to immediately take), and ultimately how revenue is generated. Your goal is to occasionally call your audience to action by sending them to your website, brick and mortar location or giving them the opportunity to buy something. Whatever the destination or intended action, it should either generate revenue or get your brand one step closer to generating revenue.
Metrics are a key component to any social media strategy. First set your objectives, then evaluate the variables. What is your cost of acquisition? What is your cost per engagement? What time should you be reaching out to your demographic? As opposed to traditional media, these metrics are readily available through social media. Your strategy should have a clear end goal with attainable benchmarks along the way. One of the most significant advantages of social media is that your communication strategies, creative approaches and customer targeting can all be tweaked and improved based on results.
10. Plan to scale
Lastly, you should think and plan for growth. Once you’ve achieved your preliminary goals where do you go from there? Do you begin to leverage other platforms? Do you think about growing your social media team? If you were stumbling with the implementation of your social media initiatives in house, do you out source to social media specialists? All valid questions that will need to be addressed going forward.
Adding these 10 all important ingredients to your social media initiative should result in your business generating a return on investment (ROI). Executed properly, social media should behave as your company’s most cost efficient marketing vehicle.
4 Social Media Marketing Tips For Local Businesses
More than 80% of small and medium sized businesses leverage social media to market their company. As more consumers use social media platforms to engage with brands and companies, this number will climb. These facts are relevant only if companies continue to get involved, because their customers certainly are! Here are a few tips to help you engage your local demographic.
- A Picture Is Worth A Thousand Words.
Consumers are more likely to engage with a post that contains a visual. Ensure that your posts all include an appealing image that compliments the caption. You don’t have to hire an expensive photographer as great images can come from our smart phone camera. You can also monitor relevant hashtags and use images that have been taken by happy customers.
- The Numbers Tell The Story
Pay attention to the analytics offered by each platform. Be aware of the time during which most of your followers are seeing your content. What type of posts are garnering the most engagement? Follow your most successful content with similarly themed material. Please note that quality content captures interest and engagement, and always beats out higher quantity that is less relevant.
- You Have To Pay To Play
You may have a Facebook or Instagram page but get very few new followers, and those who do follow are not engaging with your content. As social media algorithms only allow you to organically reach a fraction of your followers, you are highly encouraged to establish an ad budget to better reach potential and existing followers. Geo-targeting options even empower you to select the preferences and locations of your specific demographic. For a few dollars a day, businesses can reach their local targeted market.
- Incentivize Engagement
Everyone likes to be rewarded, or feel that they have gotten a great deal. There are many options such as a gift with purchase, a discount, free or bonus product, a gift card etc. It doesn’t necessarily have to be of great value to achieve the objectives of driving interest, purchase intent and increased sales volume. Metrics show that most often, the investment cost of whatever incentive you’re offering ultimately generates more revenue than would be achieved by directing your budget towards advertising.
The conclusion is that if you build it (and just leave it), they may not come. Simply having a Facebook or Instagram page won’t guarantee success.Taking advantage of the tips above is a good start in leveraging your social media. Certainly, by reaching out to a social media professional (Click here), you can enjoy additional guidance and take advantage of many additional strategies that can be customized and targeted for your specific target audience. Social media success means that your consumers get involved with the products and/or services offered by your business, and then watch how much faster your business will expand!
A Case Study On How To Reach 75,000 Followers & Quadruple Your Facebook Audience
Bocar Car Care Products is a leading Canadian marketer and distributor of professional automotive cleaning and detailing products and accessories. Cytryn Design & Communications began working with them in early July, at which time their Facebook page had 506 followers.
One strategy marketers use to gauge consumer interest in a brand is to create a small, simple contest. With this in mind Cytryn created a consumer friendly contest where followers had to tag a friend and share the post in order to enter. The post that we created which is being shared by the contest entrant (to their social media page) will now result in their followers also seeing it. Tagging a friend means that the friend now gets involved, and so their friends see it as well. In a successfully conceived and implemented contest this should lead to “organic reach” (naturally occurring expansion) as one friend tells another friend who tells another friend and so on.
This Quebec based company launched their contest in French on August 3rd, and followed this in English on August 14th, with an expected completion at the end of August.
When Cytryn creates a post, contest or informative content, we will immediately begin to monitor its organic growth. When it becomes clear that it has reached its maximum audience, we will often suggest an incremental budgetary investment in advertising to “boost” the post and reach an even wider audience.
Within 2 days of launching this contest we knew we had a big winner! Our monitoring revealed that the organic reach was increasing exponentially. Although we did modestly increase the ad budget to attain a wider audience, the original organic reach resulting from the 2 posts greatly exceeded the subsequent paid reach.
By The Numbers
Total reach: 75,300.
Organic reach: 60,446.
Paid reach: 14,853.
Post likes: 631.
Consumer comments: 787.
Post shares: 1,037.
In conclusion the takeaway from this contest is that consumers are interested in Bocar and its products. For the cost of the retail products given away, far more consumers were reached than what had been expected from the paid advertising portion. Moreover, our 506 followers have more than quadrupled, growing to 2,051.
Leveling The Playing Field; How Small Suppliers Can Compete With Larger Brands.
Social media has leveled the playing field between large and small businesses. Small business can even be more effective than larger competitors because they can often react more rapidly. When implemented effectively, social media can elevate your business above the larger competition in your area. Here are 6 tips to get you in the game.
1. It’s called “social” media for a reason!
One of the biggest advantages social media has over traditional advertising is that it allows for direct interaction with existing and potential customers of your business. Consumers are looking for companies that take an interest in them. The purchasing public notices social media activity, re-Tweets, comments, posts, and timely responses to questions. These online activities all go a long way to establishing a more direct line of communication with your stakeholders.
2. Looking good!
Make sure the profile pages on your various social media platforms reflect who you are, and what you want to communicate. Be creative in highlighting your value proposition, and always ensure that your organization’s branding is on target. Your company (or firm or agency) logo, tagline, and colours should always be consistent both on-line and off-line. Each social network offers design and text capabilities; use them, but stay on strategy.
3. Enter the conversation.
Always respond to online questions, queries or critiques in a timely, professional manner. Your community will notice that you are paying attention and are being responsive. Not all comments will be complimentary. Embrace those opportunities to turn a negative into a positive experience. If necessary you might even take the discussion off-line, but always let those who care enough to comment know that their situation is of importance to your company, and will be dealt with.
4. Share, share, share
Connect your social channels where applicable to expand your reach. Let customers know which of the social media platforms you can be found on. Make sure to put social media “share”, “like” and “follow” buttons on your e-mail signature as well every page of your website to allow friends and family to not only find you but to share their opinions with other possible consumers.
5. You don’t have to be everywhere.
Decide which platforms are best for your business and leverage them. Each one is different and has a unique raison d’etre and type of following. It’s better to align your profile on fewer but do them correctly than it is to have a presence on too many, and not have the time or resources to execute properly.
6. Develop a strategy.
Half the game is in creating a strategy that your followers will relate to, and that represent your offerings and their interests. Develop and post content that appeals to them and that they can relate too. Don’t post just to post! Always be on strategy.
You’re on the field. You’re in the game. Now, grab the ball and run with it!
Target Your Competitors On Social Media
The objective of every business is to increase their revenue base and maximize market share. Targeting your competitors’ customers to convert them to your brand is a natural focus of activity, and a great way to grow your business directly at their expense. As you prepare for the task of marketing your business to a selective audience of prospects, one of the most efficient strategies is to take advantage of the targeting tools offered on Facebook, Instagram, Twitter & YouTube.
Facebook and Instagram make it quite easy to reach your competitors’ followers as their ad settings facilitate the targeting of these consumers who ‘Like’ the pages that have been posted by your competition. This allows you to easily identify your common targeted demographic as those consumers already follow your competition. Once they then initiate a following for your company, you can engage them with your message.
Twitter has a similar approach to Facebook and Instagram. Twitter ads allows advertisers to reach followers of specific Twitter accounts. By targeting those accounts, only their specific users have visibility of your ads.
Some might suggest that YouTube isn’t really a social media platform, but being that it is the second largest search engine behind Google, I would disagree. It’s called social media for a reason! If you can engage people and ‘Like’, share and comment on content…it’s social! If your company has video content, you can effectively leverage it by using placement targeting directly on your competitors’ YouTube channel to promote your videos. If ads are permitted on that channel, yours should appear as a promoted video or ad to all who would be exposed. How sweet!
Cost effectively reaching the audience members from within your targeted market with the intent of conversion to your product or service is a core objective of every business. Capitalizing upon the work they’ve already done in building their communities is a highly effective strategy, and just makes sense. By leveraging the paid targeting tools offered by the various social media platforms you can do just that!
If you haven’t yet directly targeted the audience that has engaged with your competitors, you really may want to give it a try!
The 8 Laws Of Social Media Marketing
As most of us are well aware, social media marketing is in, all likelihood, the most efficient way to market products or services to an organization’s targeted demographic. In today’s world, consumers are using platforms such as Facebook, Instagram, Snapchat, Twitter and LinkedIn to communicate with each other. Based on that reality, communicating and promoting where your consumers are is nothing more than common sense. With a well thought out strategy in place, your business can successfully connect with your demographic in a highly effective manner, and do so most cost efficiently.
Here then are 8 laws to be followed in your quest for social media success.
It’s not all about you! You must be willing to listen and engage. Enter into conversations with your followers. Offering a reply or comment can go a long way to building customer loyalty. Answer questions. Keep it light.
2- Stay Focused
It’s better to do one thing right than to do many things in a merely adequate manner. Select a platform which best serves your needs and where your consumers can be found. You can then create a social media content strategy to target your demographic. Own that platform and then move onto the next.
3- Produce Quality Over Quantity
Simply having more fans doesn’t necessarily translate into automatic success. Target your demographic as tightly as possible to create interest and engagement. It’s also better to post less than to post just for the sake of posting. Well thought out creative and appealing content will always be more effective than posting just because you feel you must. If you have nothing to say, say nothing. Also, nobody wants to see many posts in quick succession. It clogs up your followers’ newsfeed and is a sure way to have them “unfollow”.
4- Patience Wins
We’re all familiar with the children’s tale where the tortoise wins out over the hare. Realize that your following will grow with time. You can, and should, pay to play when it comes to social media to accelerate growth and engagement but understand that this is a marathon, not a sprint.
5- Influence The Influencers
Find the people who have significant followings and who interact with your demographic. Engage with them so as to share your content and talk about your business and its products or services with their following. This serves as a third party endorsement from a valued resource that can help you reach a new group of people.
6- Create Great Content
Content is king. Be informative, engaging, talk about your business and its products but also behave as a lifestyle magazine for your stakeholders. Post great content less often.
7- It Is Better To Give Than To Receive
By creating great content, the hope is that your followers will share it with their friends thus giving you organic reach. Having content that followers share with their followers is the best testimonial you can get!
8- It’s Called Social Media For A Reason
Be social! Just as you wouldn’t ignore a person standing in front of you asking a question so must you also be attentive to comments and questions on your social media platforms. Social media is networking on steroids. Don’t miss the opportunity of letting your consumer know that someone is there.
In conclusion, as a marketer, there has never before been the opportunity to so tightly target a specific demographic and reach out to these prospects with your products and services. Being able to maintain a relationship with them is where you must stand out from your competitors. Do not miss the opportunity to take advantage of the biggest networking event in the world!