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Go Social and Slash Marketing Costs

Promoting your brand online doesn’t need to cost an arm and a leg.

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Social Media for Businesses

Are you tired of pouring a massive portion of your capital into advertising costs but don’t see an alternative? You can’t really afford not to tell people what your company has to offer, especially if you’re just starting out. That being said, it doesn’t have to cost a fortune. Why not get your customers to do the work for you – for free?

Spread your message

Creating a virtual community is a cost-effective way to market your business. In fact, you don’t have to pay a cent to set up a Twitter account or LinkedIn profile for your company. It’s also an excellent way to build a loyal customer base and attract new customers through word of mouth.

But where do you start the process of building an online community? Firstly, you need to:

  • Find out where the conversation is happening.

Take the time to search the big social media sites for mention of your company and see if anyone is already talking about you. For example, if people on Twitter have acknowledged what you do, you’ve got the foundations for your community right there.

It would be unwise to try and force the conversation to start on another platform. This doesn’t mean that you can’t expand your community to include other sites such as LinkedIn or Facebook, it’ll just take more time to get going.

  • Treat your users like the individuals they are.

Once you’ve got your social profiles going, it’s time to start talking to people. This is where most companies fall down as they simply broadcast their message to anyone and everyone. Instead, you should be talking to individuals, one at a time, and showing that there is a real person behind the company profile.

This way, you’ll gain people’s trust as an authority in your industry, which encourages them to interact with you on a regular basis.

  • Get your community excited.

Virtual word of mouth is one of the most successful ways to bring new members to your community and keep them there. However, if you want people to talk about your business, you have to give them something that will get them talking. Essentially, you need to supply your users with thought-provoking content on a regular basis.

Remember, while building and maintaining a thriving online community is an affordable marketing option, it does take time and effort. There is no quick fix that will get you 1 000 interested users overnight. However, if you’re willing to put in the work, you’ll reap the rewards for years to come.

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Staying Relevant In The Facebook Age Of Meaningful Social Interactions

With Facebook announcing that it is pushing brand and publisher content out of news feeds, how can businesses, especially small and medium enterprises in South Africa, remain relevant?

Madex

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It was deemed a “rude awakening” early in January 2018 when Facebook CEO, Mark Zuckerberg, announced that the social networking platform had changed its algorithm, basically meaning it had changed what users see on their news feeds.

This follows a pretty harsh year for Facebook, where it was criticised for not having the right countermeasure to stop the spread of fake news and propaganda. So now its set of rules has changed; bumping up users’ friends and family members’ status updates and photos, and underplaying public news articles and content published by brands.

But where does that leave the small or medium businesses reliant on communicating their brand messages through Facebook? How do they now reach Facebook users (estimated to be approximately two billion)?

There is still a way

jodene-shaer“’Meaningful interaction’ is not something new to Zuckerberg’s focus on how brands engage with their Facebook audience,” explains Jodene Shaer, international business owner and head strategist of social media engagement specialist, Chat Factory.

Related: 5 Marketing Missteps That Make Cash Flow And Business Growth Stumble

“There is a place for paid media, but if a brand is trying to be seen organically, then it must feel like it is part of the flowing content people want to see from friends and family. It is pushing for the reason that Facebook was created in the first place – to be social.”

Authenticity key

Truly embracing the power of live videos and video content on Facebook – and then creating reasons for the public to engage with those posts – is an excellent move for any business that is budget conscious, Shaer adds.

“The ranking for visibility of organic content is highest when live. Live videos are absolutely the route to go, as followers receive a notification that you are live and there is greater chance of visibility. A big advantage is that you can save that content to the page and it becomes shareable, and can be uploaded to YouTube, where there is still a strong call for business content.

“And it doesn’t have to be high budget either, but it must be authentic, informative, engaging and encouraging. Of all things, ensure that all comments are responded to and shares and reviews are acknowledged.”

Looking beyond Facebook

Shaer believes that smaller local businesses can make their ad rands stretch further on Facebook by moving onto Ads Manager, instead of simply using the Boost button. “The reach is different, so invest in watching some YouTube videos as tutorials,” she recommends. “Boost to unique target audiences and turn the boosting into a science, by watching your reach. Set up smaller boosts and spread your spend across a few posts instead of one big boost. Track your stats and see which audiences work best.”

“One way that South African SMEs could also make use of InstaStories, as these are gaining organic reach. They could also look at varying hashtags, but using a few to reach a very specific audience.

Related: Marketing Tips For Start-ups

“We’ve seen the opening up of the use of LinkedIn and had people return to using the power of Twitter, so it’s worth investigating how to maximise other platforms while trying to keep your budget low.

“None of this should put a small business off, but should create exciting and challenging opportunities to shift how social media is used and explore the outcomes of each post, to truly develop a social media presence,” she adds.

Shaer will be one of an entire panel of dynamic, expert presenters speaking at the upcoming Madex 2018 show, the ultimate marketing, advertising, design, social media and all that good stuff expo.

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Online Marketing

How To Market Your Hotel

An integrated digital marketing strategy that provides multiple channels to communicate on will help you to reach more potential customers.

Entrepreneur

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It’s imperative these days to enable customers and guests to interact directly with your brand in real time – and your ROI will reflect this success. To achieve this, your marketing team should utilise a number of different channels in order to achieve an integrated digital marketing strategy.

Why? When potential customers are only able to use one means of communication or booking platform, such as a hotel’s website or blog, Facebook, Twitter or a third-party booking site, their frustration could cause you to lose their business.

Your digital strategy

how-to-market-your-hotel

By engaging in an integrated digital marketing strategy and addressing multiple channels with a clear, consistent message, you are bound to reach the maximum number of potential customers. Through the creation of a larger online presence, your engagement reach will be far higher, solidifying your company’s brand in the best possible manner.

Related: 5 Marketing Missteps That Make Cash Flow And Business Growth Stumble

Your first step in achieving an integrated campaign is to determine your target market. The second step according to Robert Nienaber, managing director of Suiteres, is to “create a message – tell a story about your product or service and what makes it unique.

For instance, the history of your establishment’s location, the nature/wildlife, your amazing food or historical rooms or perhaps the owner’s unique story. Tailor that story for your target market to captivate them – they will buy into your brand as a result.” Be sure to keep your message consistent across all mediums, be it written, photographic or video.

According to Ivo Kittel, head of Development & Design at Suiteres, different channels can be described as such: ‘These consist of website and online booking systems, third-party channels – such as online travel agents or your global distributions systems – and social media platforms that support the aforementioned and drive traffic to them.

‘Print media, events and other offline techniques can also assist by driving clients to visit your website or to engage with you on social media. All these channels should be strategically linked for best effect.’

Online marketing

An unusual hero in the travel market? Smart phones and tablets, on-the-go devices that allow users to review and recommend hotels on social media profiles, as well as third-party sites. Together with the integrated digital marketing strategy, this increases potential customers’ connections to hotels, airlines, car hire companies or event organisers.

What’s more, a key driver in drawing in new customers and causing previous ones to return, is the offer of regular perks, benefits, freebies and discounts via a newsletter.

Bear in mind though, that there is no ‘one-size-fits-all’ approach. Each company will have differing concerns and requirements, and these are what you should use to build an effective marketing campaign. The following should be noted:

  • Effective communication between marketing team members is essential. There needs to be collaboration across the multiple channels you’re utilising. In doing so, your overall offering will be streamlined and have maximum effect.
  • Choose your key channels, those that will receive the most attention and marketing spend. These need to be the channels that garner the most hits or collect the most bookings – also known as ‘converting’.
  • Determine your target market and get as much information as you can on them, over time. For instance, which platform do they opt for first? Do specials lead them to make a booking, and if so, what are they? This and any other informative data assists you in your decisions and allows you to use your marketing funds in the best manner possible.

According to Vanessa Rogers, head of Communications at Suiteres, ‘The above-mentioned strategy should ideally be supported by a skilfully crafted PR campaign – one designed to complement and support your marketing message.’

Related: 3 Ways To Build Your Brand Identity Using Content Marketing

Taking this into account, you should consider having relevant articles published on third-party websites and print media or arrange for a client to be interviewed on radio or a streaming site. These forms of PR are more cost-effective then an advertising campaign.

The details matter

Importantly, customers need to know they can contact you quickly and easily, whether they are making a booking or requesting additional information. One thing you can be certain of: if a customer is unable to communicate efficiently with you, they are very likely to book elsewhere.

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Online Marketing

10 Online Marketers To Watch In 2018

The more diverse your sources of news and inspiration, the better. These ten people can help get you there.

Jayson Demers

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Online marketing requires experience, creativity and a working knowledge of the latest trends and technologies necessary to stay competitive in the modern landscape. And while there aren’t any shortcuts to gain more experience, there is a convenient way to stay up to date on the latest marketing trends and get inspiration for your creative campaigns.

That way? Following and paying attention to the best, smartest marketers in the industry.

With 2018 just getting started, I wanted to list some of my favourite marketing influencers, some of the most influential experts in the industry and some of the most promising creative minds to pay attention to this year:

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