Last month we asked if your business really needed a social media marketing strategy and briefly touched on the seven golden rules to consider before you sashay down this particular
The thing to keep in mind, of course, is that not all Social Media platforms are created equal and while you may not be able to reach the right audience through Facebook, Twitter and the like, you could do so through LinkedIn, Google+ and other avenues that are more relevant to your industry and/or product.
Results from the 2014 Social Media Marketing Industry Report (published by Michael A. Stelzner from Social Media Examiner) does highlight some interesting points regarding which platforms are, currently, delivering results and what problems marketers are encountering around the world.
With South Africa, often, being a little behind mature markets in adopting marketing technologies and methodologies (yes, really) – changing the way you use social media to reach your clients could just deliver the competitive edge you have been looking for.
Social is Here to Stay (Embrace it)
Taking a quick snapshot view of the Industry Report Statistics, it is clear that the growth in Social Media marketing is not only sustainable but growing exponentially in certain respects.
Over 2 800 marketing professionals took part in the survey; below are some of the key findings of its ensuing report:
- Forget about the notion that Social Media marketing is a passing fad. 92% of Marketers interviewed indicate that social media is important for their business, with B2B and B2C marketers showing equal enthusiasm for the results achieved – albeit on different platforms.
- Blogging is an essential communications tool, with 68% of marketers increasing their use of blogging over the coming year. Understand though that it’s not a platform on which to make noise, it is a channel you can use to share meaningful, well-constructed content with an audience that is eager to learn more about you, and your business.Blogging can consist of articles, podcasts, videos, whatever really, as long as it’s relevant and as long as you have taken the overall user journey / path a customer or prospect will follow when digesting your content into consideration, you should find success.
- One size does not fit all. Facebook is #1 for B2C Marketers. LinkedIn rules in B2B and everyone wants to know more about Google+.
While there is healthy debate amongst those in the know about Google+ and its role in the market there are some advantages to making use of the platform, such as: creating unique circles to which you can tailor your marketing / messaging to match specific target criteria.
You can also create ‘hangouts’ which is pretty much Google’s version of Skype or WebEx where you can meet, converse, create regular, ‘Live Q&A sessions’ with clients or prospects.
Most importantly, however, Google loves its own products so you get extra SEO credit thanks to the ever increasing gravitas of ‘Google Authorship’ – good news for where your website appears on Google Search results pages.
- Podcasting heading for triple growth territory. While the report showed that, currently, only 6% of marketers make use of podcasting in their activity, a staggering 21% are looking to do so over the next year. This, really – along with ‘Vodcasting’ (its video-enabled cousin) is a simple way through which companies can convey key messages to their client base in a concise manner.
People are often too pressed for time, or simply too lazy, to view your written content so a series of 30s videos or sound bites where you get to the crux of the subject matter (rapidly) will be well received by an audience already chasing its tail.
Add a healthy shot of personality to relevant material and you’ve got something people WANT to watch or listen to – and that’s pretty much as “golden” as it gets.
Look Who’s Talking Now
Social Media marketing is an increasingly key component of an integrated digital strategy.
The modern customer is a socially engaged being that requires meaningful interactions and access to relevant information before making a buying decision.
Not only are they connecting with you but they are also interacting online with a multitude of sources, reading reviews, checking ratings and following what others have to say about your product or service.
Being a part of that conversation is good for you, good for your business and (ultimately) great for your clients.
5 Ways You Can Turn Your Instagram Account Into A Revenue-Generating Machine
Instagram is slowly transitioning into what will soon be a fully functioning ecommerce platform. Are you jumping in?
Instagram has earned a rep as the place to go if you want to see pretty images of flowers, quotes and sunsets. And, for the most part, ecommerce companies have shied away from investing a lot of time in the platform, because, let’s be honest, that clever GIF you posted last week probably won’t drive a lot of web traffic, or bring you a huge spike in sales.
But Instagram has kept innovating, adding new features that make life easier and its own platform more interactive for users. And the result has been that the application’s value proposition for businesses has become clear – something that’s readily apparent in the platform’s recent blog post extolling its new and expanded shopping features.
Back in March of this year, Instagram announced probably the biggest game-changer to date for ecommerce brands: shoppable posts. So, while Instagram was, and is, a place where you can go for your daily dose of inspiration or motivation, it is slowly transitioning into what will soon be a fully functioning ecommerce platform.
And the brands that adapt to this the most quickly may well be able to turn their ordinary Instagram account into a beautiful, highly creative revenue-generating machine.
With Instagram’s new shoppable media feature, eligible businesses now have the ability to tag products in their posts, and send users from their feeds to the add-to-cart section of a website with just three clicks. It’s also pretty easy to become eligible if you, as head of that eligible business:
- Have the latest version of the Instagram app
- First make sure you have a business profile on Instagram
- Are an admin on a page or business manager account
- Have a product catalog associated with a shop on Facebook
- Sell physical goods and comply with Instagram’s merchant agreement and commerce policies.
With the amount of content that’s vying for our attention every day, increasing traffic to your site and acquiring new customers is not as simple as making your account shoppable. The truth is, you need to make sure you have the infrastructure in place before you even begin to tag and sell products on Instagram.
Here are my top five tips for success.
1.Your content needs to be great
Getting people to pay attention to your content on Instagram can be tough – and having mediocre content in 2018 just isn’t going to cut it. For this reason, it’s critical to hire a part time photographer/editor who can help you make your images look crisp, on brand, and, most importantly, professional. Start to think of your Instagram as the new “Shop Now” page on your website.
2. Your captions are awesome
The caption of an Instagram post is often an afterthought. Whether humour, sincerity, or education is your thing, make sure the copy that accompanies your imagery is authentic, engaging and on-brand. Using language that will resonate with your target audience only heightens the probability of its members liking, commenting, sharing in the DMs or even clicking on the tag to purchase your product. When it comes to combining shoppable posts with a witty caption, see how Liza Koshy does this.
3. You’re using the best and most optimised hashtags
Researching the hashtags that your target customer is using on a daily basis will eventually pay huge dividends. It’s all about getting on that Instagram explore page and using the hashtags that your consumers love.
This also strengthens your chances of putting your posts right in front of your ideal audience. Use a mix of 20 to 30 hashtags per post and experiment to see which group of hashtags gives your posts optimum exposure. There are a ton of great apps out there, like Top Tags or Leetags, which tell you the hashtags that you should be using.
4. You’ve made your posts shoppable
It’s finally time to tag your products and make your feed shoppable. Tagging your products will allow viewers to tap the image, then tap the description, which will bring them straight to the add to cart section on your website. Click here to read in detail how you can do this.
But be sure not to get carried away; it’s not a good idea to make every one of your posts on Instagram product-oriented. In our experience, a good percentage of shoppable posts is only about 40 to 50 percent. Have a look at some of the brands that are killing it when it comes to shoppable posts, such as Byta, and Nordstrom, and follow their lead.
5. You’ve begun engaging with posts under those hashtags
Now that you’ve done all the hard work – making your feed look clean, crisp and cohesive; writing some amazing, on-brand captions; using the best hashtags; and making all posts that have a product, shoppable – it’s time to begin engaging by liking images under the hashtags that your bread and butter customers use on a daily basis.
For instance, if you’re selling sneakers, identify four to five community hashtags that sneaker lovers use, such as #sneakerhead, #solecollector, #instashoes, #newkicks or #igsneakercommuity, and then like and comment on 100 to 200 images underneath these hashtags every day. This will draw the organic traffic to your account that is needed to turn your fresh new Instagram feed into a lead- and revenue-generating machine.
This article was originally posted here on Entrepreneur.com.
6 Steps To A Digital Strategy That Guarantees Results
Create your Brand Hero (Who exactly are you talking to?)
Your Brand Hero is often a mixture of some of your favourite past clients and could even be a version of you 3 to 5 years ago. Go deep and think about what they love to do, how they spend their time, what they passionately stand for and believe in, where they shop, what sort of holidays they like to take and what values are important to them.
Don’t worry about appealing to everyone, the more niche you can be the better. For example: “I help women with their health” vs. “I help new moms regain their energy through tailored exercise and nutrition”. In the second example, it’s crystal clear exactly who the programme is for.
Do market research. Send out a survey (without actually calling it a survey!) and ask them questions specifically around what their struggles or frustrations are. Ask them to select five ways that you propose to help them and see what they want. You can offer them a prize or a free value-packed download in return for completing the form. Keep it less than two minutes as people are time-poor these days.
Go one step further and select 5 to 10 people from the survey who filled it out in depth and jump on a call with them. Record it via Zoom and have it transcribed using Rev.com – now, you can use the actual words your potential used to describe their struggles into your upcoming marketing posts, email newsletters or sales copy.
1. Tell Stories
To cut through the 1000’s of marketing messages, your Brand Hero sees all day long online, you’ll need to use stories to connect in a genuine and authentic way. As the online market becomes more sophisticated people don’t respond to boring sales copy anymore. Injecting a story is crucial to creating a community around your brand.
People need to feel like they belong and that they know you intimately, especially if you have a personal brand but this can work for any company. Think about Richard Branson as head of Virgin. He blogs and shares his life via social media. He seems like an all-around nice guy who we love to follow and you’re probably interested when he launches a new product or service.
Humans learn through stories and find them easier to remember than a bunch of facts being thrown at them. Think about making your content shareable. Is what you’re creating and putting out into the online world worth a share? Would you share it? Would you be moved to buy from your own message?
“People don’t buy what you do, they buy why you do it” – Simon Sinek
Share your why. What’s the big why behind your brand and business? What’s driving you to do this? What’s important to you? What impact do you want to create in the world? Share that.
2. Show behind the scenes, be real and human
A simple tactic to use for your digital strategy is to show behind the scenes of what it is you do. This can work across the board for many kinds of businesses and show the human side of your brand. Who’s doing the work? How’s your product being created? Where are your materials sourced from? Take people with you on a journey and let them see how it’s created.
If you’re a serviced-based business you can do the same. Instagram Stories, Facebook Live and Instagram lives would be perfect for this sort of thing. Once a week, create an hour by hour account of your day and give your audience a glimpse into your workday.
Be fascinating. Don’t spend all your time consuming content. Turn the tables and get into the mode of creating. Treat your business like a mini media company and always be thinking about what you can share.
Create before you consume!
3. Live video streaming
Live video is by far the number one way to stand out from the crowd. Video will make up 82% of all internet traffic in 2021, according to forecasts released by Cisco. Get uncomfortable by doing the things not everyone’s willing to do. One of those is showing up and giving value on a platform like Facebook Live. Livestreams are great as you can interact with your audience, show your expertise and take Q&A directly from your potential customers.
From a practical point of view make sure you’re in flattering light (preferably natural light from a large window) or invest in some decent lights on a stand. Use a tripod. Get a Rode VideMic Me, a directional microphone for Apple iPhone and iPad so that your sound quality is good. Have your juicy topic ready and write out some bullet points on a whiteboard so you don’t lose track halfway through. Now 5, 4, 3, 2, 1 press that blue live button!
4. Grow your List with an opt-in freebie and give results ahead of time
It’s not enough to rely on social media platforms alone. With ever-changing algorithms and the fickle nature of human behaviour, putting your eggs in one basket could come back to bite you. You don’t own Facebook, Instagram, Twitter or Linkedin. Take Snapchat for example. When Instagram introduced Instagram Stories, and basically swiped the idea and format, Snapchat lost users in droves! Ensure that you build your email list as that’s a rather valuable asset for your business and if you decide to sell in future you’ll get a higher price if your database is substantial.
Create a valuable PDF, Video series or Mini-Course that people would be eager to hand their names and email addresses over to receive. Create a simple opt-in page or a pop-up on your website with the enticing freebie offer. Once people agree to hear from you, you can then follow up with a welcome sequence and email out your newsletter regularly from your chosen CRM (Customer Relationship Manager) such as Active Campaign, Drip or MailChimp.
Remember to share stories, behind the scenes and valuable content with your readers and don’t simply bombard them with sales offers.
5. Be consistent
Pick two social platforms to focus on in the beginning. Don’t feel as though you need to be on every single one. The most important thing to remember is consistency. Get really good at posting regular content on a consistent basis. Engage with your audience. Respond to direct messages and comments. Build a loyal audience before expanding out to other platforms.
You can use blog posts, like I do, as pieces of pillar content that can then be spread around social media and posted to many platforms. My readers know that every Monday I release a value-packed blog post that will help them move the needle forward in their business. This goes on Facebook, Instagram, Twitter, Linkedin, Medium and gets emailed out to my list via MailChimp.
Related: Creating Power Digital Campaigns
6. Use launches to sell new offerings
Everything mentioned above falls under regular, organic content. When you have a new product, service or program to put out into the world you’ll need to map out a launch plan. This will involve going live more often, posting more often, creating branded graphics for social media and putting some budget behind paid traffic. You can do this by boosting your Facebook lives for example or sending paid traffic to your opt-in freebie that you’ve created so that you build your following faster and have eager buys to launch to.
To keep up to date with Chanelle’s tips visit http://segeriusbrucecoaching.com/blog/
The Seven Rules Of Social Media
Here are 8 tips from the proverbial digital playbook.
Social media has become indispensable when it comes to marketing and PR. Smart, carefully thought out, and well implemented social media strategies have shown to increase exposure and engagement, improve search engine rankings, increase turnover, encourage brand loyalty, and improve lead generation. Converting social media followers into true fans is the key and will set you well on your way to creating long term customer advocates and “ideal” customers.
Here are 8 tips from the proverbial digital playbook. They lay out exactly what brands can do and the ground rules that they should follow to prevent social media faux pas:
1. Don’t Over Promote Your Brand
Your profile or page on any social media platform should clearly communicate your brand message and offering to your target audience. Your social media posts need to be more than overt marketing tactics. Offer your audience relevant, interesting, and engaging content. Overly sales orientated content is a sure way to lose followers. Conversational and on trend content is the way forward.
2. Think Before You Post
Always take the time to properly consider your content before posting it. Think it through and ask yourself if it is relevant to your target customer, if it uses the correct tone, and does it put your brand message across accurately. Consider the purpose of each social media platform and the content that is generally consumed on each of them.
Plan, evaluate your messaging, and use relevant hashtags.
3. Always Fact Check & Cross Reference
Fact checking isn’t just for journalists and TV news. Always fact check your content, especially when trying to tie in news and current affairs into your messaging. A careless mistake in your content can be extremely damaging to your brand. Making time to fact check can save you at the end of the day.
4. Damage Control
It is important to react quickly and professionally, be careful not to respond with knee jerk reactions. Never delete a post, comment, or response. It is important to own your failures and mistakes. Address issues out in the open and hold yourself accountable if need be. How you respond will make all the difference at the end of the day. You need to be prepared to take immediate action, to act fast, and at any time.
Take the time to properly assess the situation and make a calculated decision that is in the best interest of your business and brand. Transparency is key and showing that you managed a situation flawlessly will only reflect positively on your business.
5. Post Regularly
Manage and maintain your social presence effectively while promoting your offering by posting regularly. This ensures that your brand is kept top of mind while increasing brand exposure. It is important to keep in mind that over posting is not in your best interest and will only hold your brand back from gaining traction in the online space.
Your online audience and social platforms including social media could very possibly view your content as spam and flag it as such, including on Facebook. One to three posts a day are best practice and a formula used by most brands the world over.
6. Invest In The Time To Do Solid Research
Researching your customer personas, target market, your niche in the market, and so forth, should be researched very early on in the making of your business. However, going forward research makes for amazing content that is tailored to your target audience. A few hours of solid research can go a very long way in the process of creating quality social media content. Posting social content for the sake of the act itself is simply not an effective strategy. Posting carefully curated content for your target audience will yield higher engagement and conversions.
7. Never Ignore Enquiries & Comments
Social media allows for two-way communication and conversations between businesses and their potential customers. Social media goes beyond simply putting the content on your timelines and onto the news feeds of your audience, it includes engagement between brand and customer in the online space. It is important to acknowledge your followers and your fans, every single time. This encourages brand loyalty and gives the impression that you value your followers. Answering messages and responding to comments shows that your brand is present and listening to the needs of the customer. Personal engagement and a speedy response speaks volumes.
Your first step is to consider getting a respected social media specialist onboard. Johannesburg based So Interactive is a highly respected digital marketing agency with an excellent reputation in South Africa and across borders. So Interactive is a boutique studio offering clients quality digital solutions. Get in touch to get your next digital campaign off the ground. Talk to So Interactive, and together you can create a winning social media marketing campaign.
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