There is no shortage of blogs explaining the importance of Social Media Marketing and Advertising. Everywhere you turn you are told how crucial Marketing on the Social sites is. Most marketers agree that it is one of the best ways to grow a business, and they have the statistics to back that up.
Still, some companies just don’t get it. They cling to their old way of doing business, and are not easily swayed by statistics or real world examples. They don’t really understand how it works, are a little suspicious of something that started out as a place to rate pretty girls and catch up with high school chums. They still feel that the only marketing that works is one that bombards people with sales messages. When they do join social sites, they may hire someone, but soon become upset that the posts are not all about their products and their special offers. If they do it themselves, they are disillusioned because their overt sales messages don’t get the sales they had hoped for. read more
Eight years ago I began giving presentations to local business owners about Social Media Marketing and how important it would be in the future.
Often I was met with skepticism and even had a few business owners laugh at me, calling it ridiculous.
Flash forward to today, Social Media Marketing has become “the” medium for marketing and advertising. 81% of U.S. adults use the internet and 56% of the adult population uses Facebook. (PewResearch)
Many of the businesses that laughed or thought it was ridiculous are now frantically trying to figure out how Social Media works. Though, many still don’t understand it and quite a few do not see the importance of budgeting for it. Some business owners have tested the waters with no success. There could be a few reasons why they have not seen success. read more
Social Media is how Marketing & Advertising are done these days. However, successful marketing on the Social Platforms is not as simple as it once seemed. It is time-consuming and requires a strong strategy to make it work. In other words, there is a lot more to it than throwing up an Update, Tweet or Pin.
Maybe one of the younger employees gave it a whirl and it did not generate any results, or you have not reallocated your budget and are still attempting print advertising with no real results. Maybe you think you can’t afford to start a Social Media Department or hire a Social Media Professional. read more
If you manage a Facebook Business Page you may soon see some unexpected, and unwanted, changes to your Page.
On March 12, 2015 Facebook will be purging deactivated accounts. This means that any Likes you have on your Page from these accounts will be deleted. Causing the Like counts on Business Pages to dip.
These accounts include all deactivated personal profiles as well as memorialized accounts. However, if these accounts are reactivated they will automatically add back into your Like count. read more
A client recently called with a “marketing” complaint. He sells a subscription service for a specialty delivery business. We have been handling his Social Media Marketing for the last two years, and have grown his Facebook Page to almost 20,000 fans using a combination of carefully planned posts and Facebook ads. Other than his website, Social Media is the only marketing and advertising he does. Over the last two years, his business has grown to include hundreds of subscribers, who receive weekly deliveries of fresh produce. Since he has no office staff and is often not available by telephone, we also use his page for customer service. read more
1. Use their Personal Profile as their business page.
2. Post inappropriate photos of their spouse/significant other.
3. Telling an inappropriate joke.
4. Thinking your updates are actually getting you new customers (when you are just posting to your Friends on your Personal account.)
5. Putting up a Business Page and posting updates one time per month/quarter/year.
6. Not responding to people asking questions or commenting on the Business Page. read more
The owner of a local mid-sized home services company had been spending thousands on his telephone book ads and his ads in an online Services Directory. While he is doing well with repeat business and “word of mouth” referrals, he has seen a steady decline in the efficacy of his traditional marketing efforts. After a little research, he explained why he decided to shift the majority of his marketing and advertising budget to Social Media:
- Branding and Visibility. He knows that the SEO for his website is working when people search for his business and location. However, he also understands that it is important for his company name to get as much exposure as possible for as many key words as possible. Because his Social Media posts will be cataloged by Google, this will give him even more visibility. He also knows that there are over 1 billion active Facebook users. Exposure to this large and interested audience will give him even more exposure.
- Engagement. This savvy business owner understands that people today want to know more about a company. They want the company to have a “human” face and that they may want to engage with his company in different ways. Since his business is not extremely exciting, having interesting and compelling posts will keep his company at the top of peoples’ minds when they need the services he offers. Having someone available to respond to comments and questions will also make him more approachable and customer friendly.
- Cost. The online service directory he is using charges $67,000 a year for their advertising program. He has been paying the local telephone directly $6,000 a month. The “cost per lead” has been increasing each year. Social Media Marketing will be more economical and effective. In fact, according to a survey by Hubspot, Inbound (Social Media) marketing costs 62% less than traditional marketing and generates three times as many leads.
- ROI is not Just About the Sale. While ROI might be difficult to calculate for inbound marketing, this gentleman understands that having a strong social media presence will attract new customers. More importantly, he understands that maintaining an interested and involved audience will increase his opportunities to tell them about new products and services, keep them coming back when they need him, and encourage them to tell their friends and neighbors about him. All of which will add to his bottom line.
Change is difficult – and can be frightening. This new type of marketing often seems counter-intuitive and difficult to understand. It is easier to continue doing what you have always done. But, just as this business owner did, it might be time to start asking the hard questions: Are your telephone book ads and services directory listings still working for you? If not, it might be time to get out of your comfort zone and join the other successful businesses on Social Media. read more
65-85% of people describe themselves as visual learners. Facebook posts with images get 7 times more likes and 10 times more shares that those without. Twitter now encourages tweets with images. Psychological tests prove that when presented with an image and text, the image gets most of the attention, but the text also gets more attention than text without an image.
The almost instant (and growing) popularity of visual platforms like Pinterest, Instagram and Snapchat is testament to how important visuals have become in the online “Social” world. Facebook, Twitter and even LinkedIn encourage people add images to their Timelines, and to their ads. read more