social media marketing
Word-of-mouth, 20-50% of all purchasing decisions are made from it. Customers are more likely to respond to endorsements from a person they respect than to advertisements. In the world of digital relationships, word of mouth extends beyond friends and family, and into the realm of influencer marketing.
Twitter has shown that:
- 49% of buyers will seek advice from social media influencers.
- 20% of users said that Tweets from an influencer motivated them to share their own product endorsements.
- 40% of users claimed they made a purchase as a direct result of an influencer’s Tweet.
Who Is a Social Media Influencer?
A Social Media Influencer is a user of social media who can show a level of authority in a specific industry. They have access to large audiences through their knowledge and scope of impact.
So, what is Social Media Influencer Marketing?
Influencer Marketing is the practice of creating relationships with people who can then build additional relationships for you in return. Whether the audience is small or large, an influencer can touch consumers via social networks and blogs, in ways traditional branding may not be able to reach.
Influencer Marketing Strategy Components
Celebrity endorsements were the original form of influencer marketing. We’ve all see T.V. commercials where a well-known person takes 30 seconds to tell you how great a product is.
Now, with online media, regular people have become online “celebrities” with highly engaging social media followings. A survey last year found that YouTube creators took eight of the ten top spots in a survey of influencers, outranking traditional celebrities.
Increase Your Traffic by Becoming a Social Media Influencer
Social Media Influencing has become very popular with blog enthusiasts to make passive income through affiliate marketing and utilizing these Influencers have become standard practice among many of the top companies selling on the market today.
But why stop there? Why not generate even more leads and traffic to your Brand by becoming one of the Influencers yourself. There are a number of recommended actions out there to become a social media influencer. Here we’ve gleaned together some steps to help you to get started.
Choose 2-4 social media channels you’ll use to cover your subject, taking into consideration what you excel at. Are you good at writing engaging posts on Facebook and Twitter, or are you better at photography or creating and editing your own videos? The type of content you want to publish should showcase your best skills. If you’ve decided to be a platform-specific influencer, clearly, you’ll want to use that as your primary social network then utilize the others for greater exposure.
Create a strategy for your content. What are your information preferences? Try to imagine why people will be enthusiastic to follow you, then plan accordingly. Try to plan for at least 3 months in advance, prepare the strategy, and then start posting.
The purpose of your content is to attract people. To accomplish this, you must be publishing consistently. You know what message you want to convey so stick to it, but also make sure you are keeping a lookout for new info.
Promote yourself by guiding your audience to your content. Share it everywhere it might seem interesting to other followers. Build your community by going to forums, fan pages, and inviting new people to engage with them as well.
Contact other people and brands in your industry. Chat, comment on other posts, exchange likes and ideas. One of the fastest ways to gain status is to contribute your unique content to other blogs and publications. Guest postings can improve your merit among peers and increase traffic to your own blog. Show that you notice other people and you’ll start to be noticed too.
Over time your efforts will start to pay off. You’ll begin to cultivate an audience that will listen to and follow you. The more people that join your audience, the more seriously your views will be taken and the level of influence you create over others will increase.
Publish on LinkedIn. People generally believe LinkedIn posts are from the most influential leaders in a particular subject. So, in addition to your own blog, create posts using LinkedIn’s publishing platform. You can accomplish this most easily by cutting and pasting your previously published blog posts and add a headline with keywords and an image to draw the eye. Consequently, when people in your network also see your articles on LinkedIn, they will start to view you as an authority too.
Finally, keep your content and sources organized for easy access. This way if someone asks a question about a particular post, you can easily answer the question or elaborate. This will also assist you in giving the appearance of having a good knowledge base of your subject. There is no reason to hold anything back. Sharing your expertise is how you can truly be a good influencer.
So, make sure you interact and build meaningful relationships with your audience as well as your peers. This way you can present yourself to brands as having a strong following in your subject.
Visual marketing has always been a popular tool for businesses. With the introduction of the camera phone, photos have become even more common both in business and recreation and, for many, sharing has become almost as second nature as breathing.
Is Pinterest Part of Your Marketing Strategy?
Up to this point, you may not have thought about Pinterest as a viable marketing outlet, however, every business has a story to tell. Visual marketing will help you tell your story.
Since its launch in 2010, Pinterest has grown to over 70 million users and 25 Billion pins. 500,000 of their users are business accounts. Pinterest’s audience is active and already very engaged. Taking advantage of this would be a good way to expand your marketing and drive more traffic and sales to your business.
Here we’ll look at how some national brands have utilized this particular type of social media to increase their product’s appeal to more buyers.
Don’t Just Show Your Products, Show the Lifestyle They Can Create
Currently, the most popular pins on the site are fashion, food, and home decor. Enter Lowe’s, a brand that has worked to customize its activity to appeal to Pinterest’s audience. Lowe’s Pinterest subjects include everything from inspiration for a new room design to gift ideas that link neatly to their online store.
The result is a digital arena of ideas and 3.5 million followers.
Bring Pinterest to You
Since there are still people who like the process of actually going to a store, finding an outfit, and trying it on, Nordstrom has advanced its marketing process to include Pinterest as an in-store promotional tool. The store highlights its most popular pins by showcasing on site in their store locations.
And, Nordstrom isn’t the only company integrating this new type of marketing approach. Target and others are also transitioning their in-store promotions.
Highlighting the most-pinned items in your store will encourage people to buy. Whether you sell exclusively online with eCommerce or have a brick-and-mortar location, you can highlight your most pinned products to draw more attention to them.
Humanize Your Business
Try forgoing the glossy marketing you may have been using up to now. Straightforward, down-to-earth images can be just as engaging. Just look at Ben and Jerry’s marketing to see how well it can work.
Ben & Jerry’s Pinterest boards include the History of the Company, and The People Behind the Pints. By telling their story through pictures, they’ve provided fans with an invitation to look at their brand’s wider mission.
Your staff, stores, customers, and hometown are all worth celebrating. Showing the human side of your brand builds a more personal relationship with your customers.
Work to Inspire Your Audience
Most people would probably think GE would be the last company they would see on a Pinterest board. It would be hard to show the visual side of a manufacturing brand, so GE when another direction and chose to share the inspiration that drives them to innovate. They found a way to draw-in their followers by making the most of their stunning pictures.
Their boards highlight specific ways their products can be used, with titles like FABULOUS Kitchens, Brilliance in Motion, Gifts for Geeks, and Under the Microscope. GE has created an exciting, original profile that appeals just as much to style-conscious follows as it does to techies.
If you don’t think you have a Pinterest-friendly brand, try to think outside the box. Attract your followers through the images that inspire you and your brand’s innovation.
Pinterest is a great visual social platform that is increasingly becoming a powerful source of customers online for store owners.
Visual storytelling is the most popular way to reach your fans right now. Even if you don’t feel like you have the allure that most Pinterest users like remember, it is all about cultivating a body of images that can be used to inspire your followers.
With the billions of people who use Facebook all over the world, this platform represents a gold mine when it comes to reaching people and generating traffic for your online business. As an entrepreneur you always have to be thinking about the most effective ways to raise the profitability of your business and this seems to be one of the obvious choices.
We’re not just talking about free advertising. Using the free method gives you a much smaller scope of reach than paid advertising would with Facebook. You can choose the frequency and the scope of your campaign, and also determine how to position if your business offering fits in with their advertising models.
How To Do It?
You have the option of promoting your business through posts made on your page, directing users to your website, and Facebook page promotion. What will prove most effective for you, is to have users directed to your website, which shifts the focus from your Facebook page and have prospects looking where the real action takes place. This is what will increase your chances of making an actual sale.
Through Facebook’s platform you’d already have made choices as to the demographic you’re interested in reaching so each visitor is a potential client. You’re already attracting the kind of traffic you’re looking for.
Develop The Art
You need to bear in mind that Facebook users in most cases are looking to connect with people they know or are seeking out acquaintances. Their primary focus tends not to be on making a purchase. You will find though that pages offering a service tend to do pretty well. You’ll therefore need to consider how to create a catchy ad, which will capture your audience’s attention and urge them to consider giving you more than passing glance.
The ideal approach is not to try to fill an already existing need; ads are full of this. You want to create a demand, which is more likely to get you noticed and followed. Of course the objective is always to move the traffic to your website.
How To Properly Target?
Facebook offers you so many choices in terms of deciding which categories of individuals you want your ads to target. Among the most important categories are location, gender, age and interests.
You really want to zoom in on the matter of the interest of your audience and we’re not just talking about their general interests only. While this may be somewhat helpful in determining what might be appealing to them, the real winner is the specific interests they’ve listed on their profile.
In looking at their specific interests, you also want to take it a step further by researching just how much those interests mean to them. This will allow you to really fine tune your target audience so that your likelihood of traffic generation and ultimately conversion, will increase.
You also want to give attention to the structure of your ads in order to target properly. You can use original, purchased or (legally) free images to promote your ad. Choose carefully so that your image will speak to or resonate with your targeted audience.
Use clear and concise text with an easy to read and understand message. This is where you’ll have to find your creative side, or draw on the expertise of someone, paid or otherwise, who can assist you with wording.
If you have a business model that will allow you to make effective use of Facebook’s advertising platform, then learning how to utilize it effectively will help you create targeted ads for the right demographic. Making use of the tips provided and taking the time to get familiar with the ins and outs of the advertising platform, will generate traffic and revenue for your online business.
It’s no secret that Facebook’s organic reach has been declining over the last few years. If you are a marketer and have noticed that fewer and fewer people seem to see your Facebook content unless it is boosted, you aren’t going crazy. That is happening and it’s because of the Facebook algorithm.
But there is a reason it is happening and there are ways to beat the algorithm and get your posts seen by the right people at the right time even with the decline in organic reach. Here is an explanation of what is happening to organic growth and how to beat the algorithm.
There’s too much content
Everyone publishes content on Facebook now and everyone wants their content to be seen. That has created a very crowded Facebook newsfeed. Facebook noticed that people were becoming overloaded with content and that organic reach was declining despite the algorithm.
Getting your content seen on Facebook has become an intense competition. Every company is battling to have their content seen by their people. The problem is, many people are fans of companies that directly compete with each other.
Because of that direct competition, Facebook had to make a choice on which content was seen. That choice was driven by two things: content and relevancy.
Facebook wants to give you the content you want
The extreme influx of new content forced Facebook to make decisions on which content was seen organically and which content wasn’t seen. Facebook has always had the goal of delivering people the content they want to see when they want to see it.
This means that whatever content is the most relevant to the Facebook user, that will be the content they will see. Facebook only wants to show people the content that they believe they want to see. Loading the newsfeed with everything that gets published every day is too much. It would drive people from Facebook.
In a nutshell, the relevancy measure is there to help you and Facebook users. There is no point in someone seeing your content if they won’t take action on it. Of course, that doesn’t make it any less frustrating for digital marketers.
Thankfully, there is a way to surpass the algorithm and get the reach you want.
More Facebook ad spend equals more reach
It’s not the ideal solution, but it’s the only one that seems to work every time. While video content and live video content have still managed to perform well organically despite the algorithm, Facebook is turning it’s platform into a largely pay for play model with companies.
Truth is, if you want your content seen, you have to pay for it. Facebook wants to make sure the users see the content from their friends, family, and pages they regularly visit first. If you want a spot on the newsfeed, you are going to have to pay for it.
As Facebook’s ads manager and ad tools have gotten more sophisticated, digital marketers have long been suspicious of the motives. There were rumblings of Facebook wanting to make advertisers hand over more and more money and unfortunately it seems like those rumbling were true.
While Facebook does still reward great content with good organic reach, if you are a brand, you have to pay to be seen. Facebook knows their worth. They know that their users are valuable and they know that brands have little choice but to pay to reach their followers.
Of course, you can still spend time on video and live video in an effort to cut advertising costs. There are plenty of ways to be creative and engage your Facebook followers. Embrace creativity and you will be able to beat the algorithm.
If you want to learn more about advertising on Facebook, our done-for-you system can help.
Marketers have to constantly stay up on social media trends. As cumbersome and time-consuming as it may be sometimes, social media is an aspect of business that has to be paid attention to if a company wants to be successful.
The landscape of social media is constantly changing. New platforms pop up almost every day and the algorithms of existing platforms usually change just as you have gotten the hang of the first platform.
Staying abreast of social media trends can mean that you either have a really successful social media year or a really bad year. Here are the most important trends to look out for in 2017.
Live video content
Last year, Facebook and Twitter launched their live video content services and about half of all marketers indicated that live video would be a major part of their social media plan in 2017.
In order to make live video work for you, consider which social media platform your customers used the most frequently. The platform where you get the most engagement is where you will have the most success with live video.
When you plan a live stream, make sure that you are streaming content that your audience will care about. Some good examples are big company-wide events where you’re releasing new products or announcing new initiatives, question and answer sessions with your customers or with high-level executives, and/or product demonstrations.
It is important to not haphazardly throw together live video content. Your customers expect top-notch content and you have to deliver that with your live streams as well.
Messaging apps are the new customer service tools
If you haven’t noticed already, many of your customers reach out to you on social media before they call or email you. Social media and the messaging services attached to social media platforms have quickly become an invaluable customer service tool.
People prefer when they can chat with a customer service representative one on one and don’t have to wait on hold or be bounced around from representative to representative.
Meet your customers where they are. Start to train your customer service representatives in social media. Consider investing in a social media management tool that makes customer service easy. Once you start making this change, your customers will become happier and more responsive to your customer service efforts.
Mobile advertising will become significantly more competitive
Marketing on mobile devices shot up in the last few years. Once people started browsing the web and social media with their phones instead of their laptops or desktops, mobile ads started to become more and more important.
If you were one of the few brands that were early adopters of mobile advertising, good for you! But sadly, there’s some bad news for you in 2017. Mobile advertising is going to get increasingly more competitive as more and more brands start to move from desktop ads to mobile ads.
The mobile ad marketplace is going to get crowded fast and that is going to make it really competitive. Advertisers should be prepared to up the quality of their content and add more money to their mobile ad budget.
While Facebook and Twitter are still going to command a lot of the mobile ad space, Instagram and Snapchat are going to start to become more and more important. People are responding to ads on Instagram faster and better than was anticipated, so Instagram optimized ads are going to be important.
The bottom line with mobile advertising is, companies need to take a hard look at their mobile ad spend and the mobile optimization of their website if they are going to compete. If you don’t have a mobile-optimized site, get on it ASAP as it could take you down this year.
If you want to learn more about social media trends of 2017, take a look at our done-for-you system today.
Whenever you create content, you probably want it to get shared with a lot of people. After all, shares mean that people have engaged and that your content must be amazing. Actually, this isn’t the case.
While, yes, good content gets shared, shares aren’t the only indicator of powerful content and engagement. There are a whole slew of other factors that influence the power of your content on social media.
Ideally, your content gains both shares and links. That makes your content valuable and boosts your authority on search engines and social networks. This is called amplification.
A good amplification strategy makes the difference between a good digital marketer and a great digital marketer. This article will help you develop the tools to create a great amplification strategy to take your content to the next level.
Why have an amplification strategy
Having a good amplification strategy means that your content will be seen by a large number of people who will perform the action you want them to. Social platform shares don’t mean anything unless people are performing the type of engagement with your content that you want.
Now it takes more than just publishing your content to get people to react to it and act on it. You have to have an amplification strategy to take it to the next level. A good amplification strategy will get your content to the right people at the right time who will perform the right action with it.
A social sharing doesn’t equal amplification strategy
If you want to build an amplification strategy, you need to go beyond social shares. Social platforms are powerful discovery tools but their amplification strategy benefits are minimal. There are too many amplification limitations to social sharing to make it a proper amplification strategy.
This is because, more often than not, shared links aren’t clicked, shared content is frequently not read by the sharer, social shares have a short shelf life, and sharing goes down after a few days. This makes social sharing minimally beneficial when it comes to amplification. Sure, it can work sometimes, but it often doesn’t work.
Lots of shares doesn’t mean lots of likes
People share and like content for different reasons. For example, people share content when they find something entertaining, when they want to foster a personal relationship, when they want to show that they support a cause, when they want to share helpful content, and when they want to show that they are part of the tribe.
People like content when they view it as an authority, they support the content, the content is unlikely to change, and/or the content serves as a helpful guide. Something is shared and liked when the content is valuable and helpful. That’s the area you want your content to live.
Getting shares and likes
There are a few ways that you can get your content to get shares and likes:
- Answer a common question that people have regarding your area of expertise
- State strong and/or controversial opinions
- Post original research and data you have collected yourself
- Develop a real amplification strategy
That last point is where you, as a digital marketer, need to focus. You need to develop an amplification strategy and here is how you do it.
Developing an amplification strategy
A good amplification strategy uses five main tactics: manual promotion, target mailings, influencer advocacy, link building and SEO, and paid promotion. Each of these tactics helps you build a real amplification strategy.
Each business uses these differently, so it is best to get together with your web and marketing team and come up with a way to make all those tactics work for you.
If you are looking for a way to build and amplification strategy for your business, take a look at our done-for-you system today.
Facebook is a powerful tool for digital marketers. From communicating to customers and getting their feedback to getting more fans and spreading the word about your business, Facebook has changed the digital marketing landscape.
Facebook advertising has been a large player in that change. Once the social media platform started to charge brands to communicate with their customers and new customers, the potential for gains and losses got much more serious.
One thing that digital marketers sometimes forget about Facebook advertising is that you can drive real profit with them. Facebook has taken the time to create different types of ads that can drive profit as well as social engagement. Here’s how to make your Facebook ads profitable.
Don’t underestimate lead ads
A few years ago, Facebook introduced lead ads. These ads allowed advertisers to gather contact information for their customers and new customers to boost their email marketing campaigns. Facebook’s lead ads are different than any of their other ads in that people fill out their contact information without leaving the app.
In some cases, the contact information is auto-filled for the customer and all they have to do is click that they confirm that they want to receive emails and hit submit. This removes one of the biggest Facebook ad hurdles: click through.
After you have collected your leads, you can download them in a CSV file or integrate it directly with your email marketing platform. Facebook supports a number of these platforms, so putting the leads to work is easier than ever.
Facebook lead ads work to drive profit in a twofold way. First of all, they get your company name out there which means brand awareness. Secondly, they give you leads. Leads are invaluable to digital marketers and allow you to remarket effectively and efficiently.
Use the Facebook Pixel
If you don’t already know about it, Facebook’s pixel has changed the Facebook advertising game. The Pixel is a little piece of code that you put in the code of your website to track that behavior and clicks of a customer.
The Pixel can be set to trigger for a number of things such as view page, add to cart, purchase, add payment information, and more. These triggers can help you more effectively use Facebook to advertise to your customers.
For example, the Pixel allows you to go into Facebook and create custom audiences. Say you have been noticing a lot of people abandoning cart recently. If you have the Pixel on your website with an add to cart trigger and a purchase trigger, you can create an audience of all the people who added something to their cart but didn’t purchase.
This creates an instant remarketing campaign. Now you can create a Facebook ad with a “Hey, it looks like you forgot something in your cart! Buy it now!” message and get those people to convert.
Use mobile ads
When it comes to Facebook, you have to embrace that most people use their phone to browse it. Mobile ads are the way to connect with these mobile users and they actually convert pretty well as far as Facebook ads go.
Mobile ads are incredibly effective when you are trying to accumulate Facebook pages likes to grow your network and application download campaigns. Both of these can be conversion and profit drivers for your business.
As your Facebook page accumulates likes, more and more people see your content and are more likely to drive profit. If you have an app and use a mobile ad to get people to download it, you open a whole new world of remarketing and app activity.
Use mobile ads to your advantage and they can pay off in dividends.
If you are looking for more ways to drive profit through Facebook advertising, check out our done-for-you system today.