Tag Archive for 'Social Media Marketing'

How to Harness the Power of Social Media for Your Brand

Social Media TreeWhile most organisations acknowledge having a social media presence is almost non-negotiable in the modern, connected world; not everyone fully understands how to incorporate it into the marketing mix with proven return on investment.

The social media realms can be difficult to navigate – it’s still a relatively new industry that is continually undergoing rapid growth and developments. What worked six months ago may have changed; or a brand may find itself with a strong following but low conversions.

Below are some ways you can get the most out of your social media activities.

Consider Hiring A Digital Strategist

For social media marketing activities to be effective, they should be carried out as part of an integrated marketing and communications plan and this is where hiring professionals, even if only in the initial implementation stages, can really help to maximise return on investment. A full service agency like Simple can ensure that an organisation’s social media presence supports overall goals and objectives and help to present a professional and results driven solution.

Choose Which Platforms To Be Active On And Commit To Them

Unless a brand has the resources to hire a social media team, choosing one or two key social media applications to focus attention on is often more effective than trying to have a presence on all of them. Go with what you know and where you know your customers and target audience are. It is really important that if a brand is going to use social media, they do so regularly and consistently. Only updating sporadically can impact the reach of social media posts and failing to check the profiles regularly may mean that a genuine customer enquiry has gone wanting.

Have Goals and Objectives

It’s nearly impossible to measure results and return on investment if social media activity is carried out haphazardly without purpose. Be wary of relying on numbers of followers and likes as a measure – while a business doing social media well should see genuine fan engagement and audience growth, it is better to have 500 passionate and interested supporters than 50,000 who aren’t interested. While competitions and promotions can be effective ways to build audiences, make sure that they are carried out in a targeted and calculated away to appeal to the people who want to do business with the brand.

Be Social

Social media is not the place to broadcast one-sided sales messages – the focus should be on building relationships and conversations that lead to trust and confidence in the brand. Interact with followers, encourage conversation and acknowledge their comments. Also seek to build rapport with like-minded brands and businesses. While casual communication is encouraged on social media platforms, ensure there is still a level of professionalism in all posts and responses.

Social media marketing can be an effective communications channel for brands when it is done well, and done with purpose. Embracing the fact that it is not like any other marketing medium can go a long way to ensuring that brand activities on social media platforms are effective.

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Social Media Losing Shoppers

As you must know by now, I am not a fan of Social Media Marketing. I think it’s a monumental waste of time, money and effort. I haven’t held back on this view and it’s simply because it doesn’t make any financial sense for small business to waste countless hours and in some case thousands of dollars on strategies that don’t work.

The research is just starting to come in that fewer shoppers are flocking to social media websites in search of deals and coupons, according to a study released Thursday by the National Retail Federation in the United States.

The number of consumers who reported following retailers on the likes of Facebook, Twitter or Pinterest fell to 51 percent from 58 percent  last year, according to the 2012 Social and Mobile Commerce Study.

I am not saying social media is dead, all I’m saying is that more and more businesses are realising that the inevitable point of diminishing returns is here.

As a small business, you have limited resources and cash. You want to make the most of it. Social media marketing is not where you should be spending it – that’s all I’m saying.

Want to know where you should invest your hard earned money to get your biggest bang for your buck?

Come invest 3 days with me at the Exponential Internet Marketing Bootcamp and you’ll learn how small businesses – just like yours are dominating their market places, growing when others are contracting and laying off staff.

Social Media – it’s all getting too hard

Are you struggling with the time, effort and cost associated with Social Media Marketing? You’re not alone – have a look at this article – Burberry has deep pockets for their social media marketing and you have to ask yourself – can it really be worth it?

If you’re a small business, I can tell you without a doubt – you can’t justify the time or cost.

That doesn’t mean you ignore social media, it just means you LEVERAGE it – exponentially.

How? Great question! Click here ->  to learn how to generate more leads via social media.

Why you can’t “set and forget” a website

Recently, I was reviewing infomercials (they are a great source of creative ideas). A popular TV pitchman had the audience repeating the mantra, “just set it and forget it!

Website Set And Forget

Set And Forget Might Work For BBQ Chicken, But Not Your Website

While this might be an exciting idea for a dinner appliance, it’s suicide for your website. Like a car or a house, your website requires regular, on-going maintenance.

What is “Website Maintenance”?

I define website maintenance as both the art and science of keeping a website current in both technology and (Killer Kopy™) content. That means assuring proper functionality (how users move around the pages), verifying the accuracy of copy, fixing any broken links and images as well as performing an overall brand/positioning assessment of the site to make sure it reflects how you and /or your company wants to be perceived online.

An easy metaphor to explain website maintenance is home maintenance.

You can take a look at your home for light bulbs that need to be replaced, look to see if there are any new cracks in the foundation, maybe a room needs some new paint, tiles or carpet.

The same is true of your website. It’s good practice to review your site at least once a month.

Website review tips:

  • Check date sensitive content such as an announcement of an upcoming event. After the date passes, it should no longer be “upcoming” and the date or deadline changed. The longer the old date remains, the more out-of-date your website appears to your visitors.
  • Even though computers “don’t make mistakes”, functional elements of your website including contact us forms, event registrations, product purchase links and other e-commerce and database functionality should be checked. Often, these break due to an indirect parameter being changed somewhere else on the site. You don’t need to check everything each month, just run a random spot check or pick a section of your site each month to review.
  • Check external links (links to other sites) on your site. There are several free utilities that can provide this function for you. Recently, I had someone send me an email with a link in her signature that was broken…
  • You should review as many pages on your site as you can, paying special attention to the links in the navigation bar(s), make sure the visual elements appear correctly on all pages. This can be done very quickly to find the most obvious errors.
  • Check for images that are not displaying correctly or have the dreaded “red x”. This can usually be done by skimming the pages quickly – you may realise that some images load too slowly (all you need to do is reduce the file’s resolution to a web optimised format.)

I highly recommend taking notes as you do your website review. You’ll get ideas for immediate and future improvement that can become part of your tactical and strategic deployment respectively.

What do you do when you find an issue?

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