Connect with us

Online Marketing

Build Your Brand On Instagram By Avoiding These Common Mistakes

I’ve gathered a list of common mistakes I found while managing Instagram profiles for brand building purposes.

Adiat Disu

Published

on

Instagram-app

With over 300 million Instagram users, I’m not surprised that I’ve been working with more companies to build their brands on digital platforms like this popular photo-sharing social media platform.

Companies are quickly finding out that  Instagram users (which mainly consist of 16 – 30 year olds) aren’t interested in corporate advertisements and obvious sales copy. It will take a little more style and creative finessing to ensure their business objectives are met on Instagram.

We-recommend-tickWe recommend: You’ll Market Better and Be More Persuasive Knowing These 10 Brain Facts

Using low quality images or not having a consistent photo theme

Instagram is a visual platform that is vital to both telling your story and building your brand.

I completely understand the temptation to take pictures on phones and simply upload, irrespective of lighting or other quality considerations, however, if you’d like to be a giant among midgets, you’ll have to invest a little more time and energy in your photos.

With a number of picture editing applications available for phones and a little bit of photography know-how, you can raise your “insta-game” with these simple principles. 

Take multiple pictures of the same object

Believe it or not, for every beautiful image you see (whether it’s in your favourite magazines, billboards, or other) it can take over 50 or more shots to get that perfect shot that comes out looking so good. Trust me, this isn’t a game.

Bloggers (especially street style bloggers), Instagramers, and those whose photos you enjoy online should be well respected and appreciated. From taking the photo, to editing the photo, creating copy and uploading it to dashboards or mobile devices, it can take  one to two hours (sometime more) to prep one photo.

Find that Filter

Find a filter and stick with it, or better yet, try not using any at all. As long as you capture your photos using a professional camera (which I highly advise), in appropriate lighting, the natural beauty of your photo will be highlighted.

We-recommend-tickWe recommend: Why I Will Leave Your Website in 7 Seconds

White space laws

Use as much white space as possible (a basic design principle that will never go out of date). It is always aesthetically pleasing and gives the appearance of a clean design (even if there is not design or skill involved).

Choose a theme and stick with it

Have a theme for your overall board and (if you feel saucy enough) each column. I’ll use a recent client, Emmaus Beauty, a natural skincare line for healing skin care line for treating skin disorders as an example.

Column one (from left to right) lays emphasis on a white background, as in column two (middle) is more for free styling and metallic grays, and column three is for plants and nature shots involving her brand or product.

1-Emmaus-Beauty-Instagram-Example-Screen-Shot

Over-use of #Hashtags

Hashtags are great when used appropriately (like anything meant for good in the world). With all things good, however, comes responsibility. If you use too many hashtags, it is possible for your posts to look spammy (many are guilty of this). Using hashtags without fully understanding the meaning or implications of the particular hashtag is also a major faux pas.

Pop culture has added, and keeps adding, layers of definitions to words and phrases we commonly use or understand. In addition to traditional dictionaries such as Webster’s dictionary (or dictionary.com), take the time to look up phrases (hashtags) in urbandictionary.com.

You’ll be surprised at the meaning that has been added to words like “chill,” as in #netflixandchill. And no, it doesn’t mean relaxing while watching your favourite shows on Netflix. #Stop #It (Note: The last use of hashtag was horrendous and meaningless. Do not try it at home).

Not updating or providing a link in bio

Your Instagram bio is the only place where you can insert an active hyperlink. I cannot tell you how many times I find that people place links in their posts, and yet fail to place the same link in their bio where it is active.

Even worse are those that don’t place any link or maintain the same link for years. Use this opportunity to liven up your page, and update your link to reflect what you’re posting.

Not interacting with anyone

Don’t be that person, who speaks about yourself and never stops to listen and/or include anyone else in the conversation.  We all like to be paid a little compliment or gentle attention here and there. Gain disciples and not just followers by encouraging others, reposting photos (always provide credits where due).

Although managing your brand on Instagram sounds like a lot of work, it will be rewarding. After all, the goal of using social is to connect, engage, and promote.

We-recommend-tickWe recommend: 8 Reasons Why Your Marketing Sucks

If a photo is worth 1 000 words, imagine what your entire Instagram profile says about you, your brand, platform and your company. Making the mistakes above could mean, loosing traffic to your site (remember link in bio), lost in potential newsletter subscribers, and even worse- leave potential customers with a bad impression.

Hiring a firm or an individual, to manage your digital presence with the right tools (camera, writing skills, and clear business objectives), could go a long way. Take the time or make the investment.

Adiat Disu, originally from Lagos, Nigeria, studied at Philips Exeter Academy and graduated from Bentley University with a degree in IT and Communications. Her experience includes a stint with US retail giants TJX Inc where Disu, as an Allocation Analyst, affected an average of $90 million in sales to over 915 retail outlets across the country. Later recruited by IBM as an operations and communications analyst, she worked with over 600 IT Analyst firms (the likes of Gartner and Ovum) before taking the initiative to launch her company Adiree, birthed to engage the social-eco friendly consumer and raise awareness, for modern African brands globally.

Advertisement
Comments

Online Marketing

The 5 Characteristics Of Social Media Websites That Go Viral

There is no formula for a site that goes viral but you can see what’s missing from those that don’t.

Published

on

social-media-marketing

With the advent of the web 2.0 comes a shift from simple and bland web pages to dynamic and interactive web platforms. It is now possible to create a social media site that does not only attract new businesses, but also foster relationships and create opportunities for other people.

The possibilities are endless and the barrier to entry is becoming ever thinner that one has no other choice than to key in to the new phase. Or rather, the new craze.

Every day, we see another social media site popup with the claim to become the new Facebook or the new Instagram. Even more, we are bombarded with jargon such as likes, comments, shares and viral content – words previously that never had any significance in the grand scheme of things.

But internet entrepreneurs are not giving up on the dream to create their own social networks using newer ideas and strategies. According to get2growth, there are about 472 million entrepreneurs worldwide running 305 million start-ups annually, out of which 1.35 million are internet based.

Some of these entrepreneurs, who run social media networks, have found that the proven path to success is to have an intuitive idea plugged into a quick go-to-market strategy. Nevertheless, most importantly, finding the sweet spot between what’s important for the customer and what intrigues them is an important trigger for virility.

Related: 4 Ways You Can Use Social Media As A Customer Engagement Tool

That is why the easiest way to create a social media website or forum today is to create a platform that is positioned to go viral. So, how do you go about that? This article provides some useful tips.

1Know what’s important to the users

What the user needs is the first consideration when you want to create a social media website that goes viral. Without fulfilling this need, there will be no need to create an online community in the first place.

That is why the first question to ask is, why should people use your site instead of the other available platforms? How do you create a unique social media site so that users will always have a reason to come back?

Think of it this way: Will a user become so excited about a feature or tool on your site that they encourage their friends to use it too? Or will your site help the user connect with their friends in a way other social networks do not?

If you can find the things that are important to the users and create your site around those things, then you would have a community that others will really want to be a part of.

2Integrate features that encourage interactions

Online interactions are the fuel on which online communities thrive. The desire to interact is why there will are forums and social networking sites, so it’s important that you integrate features that foster interactions and encourage users to create exciting content.

A good way to do this is to use a platform that provides powerful tools for creating beautiful social networks. Here you have two options: Use white-label social network creators; Ready-to-go solution like Ning; or build-it-yourself frameworks like Django (Python) or CakePHP (PHP).

The most important features to consider are the site layout, community building options (such as forums, pages and groups), call-to-actions, and the site navigation. The plan is to intuitively provide users the freedom to choose how they want to interact.

Related: A Guide to Optimising Your Business’ Social Media Usage

3Provide powerful visual and creative tools

social-media-marketing-visual-elements

Users make the rules when it comes to what is shared or recommended online, so it’s wise that social networking sites provide the tools to encourage required users’ behaviours.

For example, users tend to spend more time on sites that encourage some creative activity. If that activity produces a visual result and the option to share, the user will be more likely to share it with a friend.

A survey published on Adweek revealed that users are more engaged on Instagram than on Facebook, Snapchat and Twitter. Instagram is cozy. This lends credence to the claim that visuals and creative tools can help keep social network users engaged and even more willing to recommend content.

As you may know, Instagram allows more visuals than all the other platforms, with users sharing full-size landscape and portrait photos that may fill the whole of a viewers screen. This gives more content visibility and increase in user engagement and sharing, which is no surprise seeing the immense growth recorded by the platform even before it was acquired by Facebook.

4Push notification is a must-have

Creating a social media site that goes viral requires keeping users updated on the activities happening in their network. You never know which notification about something a user cares about will trigger an engaging discussion with potential to go viral.

Push notification provides real-time access to content on devices, especially mobile, and encourages return visits and more on-site activity, which are useful metrics for the growth of social media sites and any other site type for that matter.

Not incidentally, users tend to value push notifications more when the content delivered is useful. According to this survey, 70 percent of users were happy to enable push notifications on their favorite apps. This reportedly doubled click through rates when compared to email notifications and a higher response rate compared to when notification was not deployed.

Activities such as these improve the chances of making a social network go viral and quickly increase user growth.

5Create the set-up with “shareability” in mind

Building a successful social network requires that the end is considered right from the beginning. All functionalities must be planned according to the user behaviors anticipated. A social network set up to go viral will therefore, have to consider shareability right from the beginning.

The site setup should include layouts that allow users to easily access, interact, and share content. Features such as sharing buttons, call-to-actions, tagging, image size, and site layout can encourage sharing among groups and help position content in places where they are more visible.

The better user-interface, the easier it is for users to navigate through the site and access more useful content, which increases user engagement and shareability. However, do not forget to analyse and measure your social activity – the Holy Grail of engagement.

So, what plans do you have?

Creating a social media site that goes viral is never an easy task, but if you know what you are doing from the beginning and have a workable plan, you should be able to find some success.

You just need to come up with a strong idea that your users believe in. Something like a unique selling proposition that actually feels a need for the majority of users.

A simple change in the way a user report a story, tag photos or share their passion can be enough to make your social network the rave of the moment. But you need to have a unique plan to take you from zero to hero.

So, what is your plan?

This article was originally posted here on Entrepreneur.com.

Continue Reading

Online Marketing

How To Talk Your Way To Success With Podcasts

Podcasting is taking the world by storm. Not only can it be extremely profitable, but it can be a great way to grow and market your business.

GG van Rooyen

Published

on

podcasts

The rise of the average Joe

Some of the most successful podcasts in the world were created by relative unknowns.

Tim Ferriss’s 2007 book The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich was a phenomenon. The self-help/business book spent more than four years on the New York Time’s bestseller list and has been translated into

35 languages. To date, around 1,3 million copies have been sold. It’s fair to say that every author on the planet would be happy with this sort of success. When it comes to book publishing, it doesn’t get much better than this.

Now compare the success of The 4-Hour Workweek with that of Ferriss’s podcast, The Tim Ferris Show. At the end of 2016, the show reached 100-million downloads, meaning that since the creation of the show, individual episodes have been downloaded more than 100-million times through iTunes and other podcasting channels.

Ferriss hadn’t anticipated that level of success. In fact, he started podcasting on a whim, just to see what the response would be.

“I was burned out after The 4-Hour Chef, which was nearly 700 pages, and I wanted a casual but creative break from big projects,” says Ferriss on his blog. “Since I enjoyed being interviewed by Joe Rogan, Marc Maron, Nerdist, and other podcasting heavies who really move the needle, I decided to try long-form audio for six episodes. If I didn’t enjoy it, I would throw in the towel and walk.

Related: 7 Podcasts Every Entrepreneur Should Be Listening To

“My rationale: Worst-case scenario, the experience would help me improve my interviewing, which would help later book projects. This is a great example of what Scott Adams, creator of Dilbert, would call ‘systems’ (win even if you lose) thinking.”

So, he saw it as a win-win. Even if the response wasn’t great, it would have been a worthwhile experience. Ferriss also applied one of his regular approaches to podcasting, asking himself: What would this look like if it was easy? Some popular podcasts, like Freakonomics Radio, for example, are highly produced and have a strong narrative structure.

Ferriss knew that he was most likely to stick with it if he made it as easy as possible to do. So, instead of a complex podcast that required a script and heavy editing, he opted for a freeform conversational structure. He simply turned on the microphone, and started talking to people.

Monetising a podcast

Monetising a podcast

Even though podcasts are generally free to download, they can create a nice revenue stream. But, as is often the case in the digital sphere, it’s a numbers game. You need some real traction before the money starts to roll in. Like banner ads, podcasts work on a CPM (cost per impression) model. Popular podcasts have sponsors who pay for a pre-roll message/ad at the start of the podcast. A typical figure is $18 (R234) per 1 000 downloads for a 15-second spot, or $25 (R325) for a 60-second message. Many podcasts have more than one sponsor, so you could make more per 1 000 downloads. Also, as the popularity of a podcast increases, the CPM rate also goes up.

“Premium podcasts tend to charge between $25 and $100 CPM. By ‘premium’, I mean high-converting, single-host, iTunes top-50 podcasts,” says Ferriss.

So, if your CPM is $50 and you’re getting 100 000 downloads, you multiply 50 with 100 to get an income of $5 000 (R65 000) per sponsor per episode.

Tim Ferriss could be making millions a year from his podcast alone, but he chooses not to monetise too aggressively.

“If I wanted to fully monetise the show at my current rates, I could make between $2 million and $4 million per year, depending on how many episodes and spots I offer. So why only ‘if I wanted to fully monetise?’ Because ‘fully monetising’ — bleeding the stone for all it’s worth — is nearly always a mistake, in my opinion,” says Ferriss.

“I want to convert casual listeners into die-hard, fervent listeners, and I want to convert casual sponsors into die-hard, fervent sponsors. This requires two things: Playing the long game, and strategically leaving some chips on the table. As a mentor once told me: ‘You can shear a sheep many times, but you can skin him only once.’”

Indeed, if you want to create a successful podcast, it’s important not to try and monetise too early.

“Novice podcasters (which I was) and bloggers get too distracted in nascent stages with monetisation,” says Ferriss. “In the first three to nine months, you should be honing your craft and putting out increasingly better work. Option A: You can waste 30% to 50% of your time to persuade a few small sponsors to commit early and stall at 30 000 downloads per episode because you’re neglecting creative. Option B: You can play the long game, wait six to twelve months until you have a critical mass, then you get to 300 000 downloads per episode and make 10x per episode with much larger brands. If you can afford it, don’t be in a rush. Haste makes waste. In this case, it can make the difference between $50 000 per year and $1 million per year. To reiterate a phrase more often used for blogging: Good content is the best SEO.”

Of course, you could argue that a self-help guru like Ferriss has a much easier time launching a podcast than your Average Joe, and he certainly has an existing audience, but he believes that anyone can start a great podcast. Being a ‘famous’ person doesn’t guarantee success, and some of the biggest podcasts around were created by relative unknowns.

“Coming to the party with a pre-existing audience isn’t enough. Celebrities, YouTube icons, and bestselling authors start podcasts every week that get abandoned three weeks later,” says Ferriss.

“Like everyone else, at one point, I had zero readers and zero listeners. We all start out naked and afraid. Then your mom starts checking out your stuff, or perhaps a few friends give a mercy-listen, and the fragile snowball grows from there.”

Related: Everything You Need To Know About Podcasting But Were Afraid To Ask

Creating your own podcast

Starting a podcast is relatively simple and cheap. All you really need is a microphone, a guest and an iTunes account. As mentioned earlier, it’s better to start small, gain momentum, and then think about monetisation down the line.

“Upload at least two or three pre-recorded episodes when you launch your podcast. This appears to help with iTunes ranking, which — like bestseller lists — can be self-propagating. The higher you rank, the more people see you, the higher you continue to rank,” says Ferriss.

He also recommends that you keep things simple. “Most would-be blockbuster podcasters quit because they get overwhelmed with gear and editing. I decided to record and publish entire conversations (minimising post-production), not solely highlights. I also use a tremendously simple gear set-up and favoured Skype interviews for the first 20 or so interviews, as the process is easier to handle when you can look at questions and prep notes in Evernote or a notebook.

“As Tony Robbins would say: Complexity is the enemy of execution. You do not need concert hall-quality audio. Most people will be listening in the subway or car anyway, and they’ll forgive you if recordings are rough around the edges. Audio engineers will never be fully satisfied with your audio, but 99,9% of listeners will be happy if you’re intelligible and loud enough.”

Other ways of making money

The CPM/sponsorship model is not the only way to make money with podcasting. You are, of course, also free to approach companies about sponsorship outside the CPM model. If you’ve got a podcast that will align well with a specific brand, you could approach the company about funding the show.

You could also ask your audience to sponsor the show. Neuroscientist and philosopher Sam Harris has a popular podcast called Waking Up, which is created entirely through audience contributions. Harris doesn’t believe in the CPM model, since he thinks it can sometimes seem a bit greedy and also forces listeners to sit through a lot of ads.

The popular Joe Rogan Experience podcast typically has around 12 minutes of ads, while The Tim Ferriss Show usually has about six minutes of ads. Harris has no ads, but does ask his listeners for donations. Of course, only a fraction of listeners will ever decide to pay for the content you create, but if you have enough listeners (Harris has around 800 000 every week), a relatively small number is enough to make it worthwhile.

You can ask for donations through your own website, or through a service like Patreon, which is an American Internet-based membership platform that provides business tools for creators to run a subscription content service.

You should also keep in mind that a podcast can be a smart investment, even if you make no money from it whatsoever. A podcast can be a great way to position yourself as an expert or thought leader in a particular industry. So, instead of trying to monetise your podcast directly, you can use it as a form of content marketing to promote your products and services. Importantly, though, you should not be too aggressive in your marketing. If the podcast feels like nothing more than an extended ad for your business, listeners will be put off. Instead, focus on creating great content that will drive people to your online channels.

A podcast can also be a great networking tool. You might not be able to get a meeting with a successful CEO, but you could invite him or her onto your popular podcast. Once that relationship has been created, talking business becomes easier. You could also offer your podcast to customers as a platform to discuss their own business successes and challenges. Regardless of how you choose to utilise the medium, podcasting provides an excellent opportunity to speak directly to an audience that no entrepreneur should ignore. EM

“Like everyone else, at one point, I had zero readers and zero listeners. We all start out naked and afraid. — Tim Ferriss

Related: 10 YouTube Channels Every Entrepreneur Should Follow


Did you know?

Podcasts are the single fastest growing medium in the world.


Lessons Learnt

The rise of Gimlet Media

Gimlet Media in the US was created a few years ago specifically as a podcasting company. Gimlet’s first season of its first podcast show, Startup, follows the launch of the company. It’s a warts-and-all look at how the company tried to secure funding, find offices and hire staff. If you want to get into podcasting, it’s definitely worth a listen.

Continue Reading

Online Marketing

Why Your Business’ Social Media Marketing Strategy Is Probably Wrong

Social media platforms weren’t designed with sales pitches and marketing slogans in mind.

Fourie Rossouw

Published

on

social media

Social media platforms weren’t designed with sales pitches and marketing slogans in mind. All the leading platforms started with ordinary people talking about their ordinary lives. Ten years ago, Jawed Karim posted the first-ever video to YouTube.

Only 18 seconds long, the video, entitled “Me at the Zoo,” features YouTube cofounder Karim, at the San Diego Zoo standing in front of a bunch of elephants. It was the start of a storytelling revolution. People had stuff to share and things to say – and today the internet remains the best  place to do it. The key to good online marketing is storytelling.

Brands worth their salt (and even those with tight budgets) know that they need to join and start conversations between real people in their most intimate spaces.

Related: 10 Laws Of Social Media Marketing

Since then, ads and promoted content have become a norm across all platforms, but the essence of user experience remains true to the original purpose. People want to connect, share, experience, learn, chat, engage, gossip, protest, moan, like, love and feel loved. They’re less interested in your latest promotion or one-time-only sale – and more interested in their friends’ new pets or how many people liked their holiday photos.

If your marketing manager doesn’t get this, then you might as well hand out flyers at the traffic intersection. Just don’t try to do it on platforms like Instagram and Twitter. Regular users of these platforms are highly averse to content that look and feel like sales leaflets from daily newspapers.

Brands should think, talk and sound like people – real people. They should be prepared for people to talk back and that what they say probably won’t be “brand friendly”.

If you see people only as a target audience and your aim is to capture leads, the invitation to storytelling will frustrate your marketing goals. But if you see people as lovers, adventurers, romantics, wannabe rock-stars, athletes, dreamers, parents – the list is really endless – you will move beyond targeting. Instead, you’ll want to touch and connect with people who experience the fundamental ups and downs of being human. You will be less bothered about reach, and more concerned about reaching out and having a conversation.

Related: 7 Social Media Marketing Secrets No Marketer Wants To Admit

Google and Facebook love the fact that companies are willing to spend their hard-earned cash on online ad campaigns. Sure, these campaigns can be highly effective if done well, but they can also be a total waste of effort with very few qualified results. Just because you have budget to boost your content, doesn’t mean you should.

Take another look at your content. Stop asking if it’s catchy enough. That’s the wrong question. Rather, create from the core of your story to reach the hearts of people who are interested in what you’re offering. Social media platforms were not built for showcasing your latest stock, but to be launchpads for stories. From the mundane to the jaw-dropping crazy, there’s been no better time than now. Get out there and go for broke.

Continue Reading
Advertisement

SPOTLIGHT

Advertisement

Follow Us

Advertisement

Trending

FREE E-BOOK: How to Build an Entrepreneurial Mindset

Sign up now for Entrepreneur's Daily Newsletters to Download​​