Be different. Too many of us try to fit in because culture and hierarchy have led us to believe that we should. Why? What good is it if you become like joe bloggs on your left or June wright on your right? What if you seek to improve, to change, to move the needle in your industry or area? To do great things you must be willing to stand out.
Two things you need to know before you become a marketer:
1. Change is inevitable – I’ve come to learn that change for humans is not a favorable word. I’ve even stumbled across colleagues in my industry who have really struggled with change and the fast-paced rate that some businesses are being pulled towards in the fight for more attention.
2. No man is an island – it’s really stunning to me when I see a marketer who doesn’t want to play team. I think those who let the competitive nature of this industry run loose really stunt their growth in the long run. We need each other to be authentic and collaborative in today’s marketing, and in the words of someone wise, “If you want to go fast go alone if you want to go far, go together.”
Twitter make big moves for the health of the platform, which include modifying search based on behavioral signals and user conduct. I think it’s a positive step forward for the platform.
It’s been a minute… I thought I’d kick of my first post of the year with a quote on community building. This week’s quote is from Megan Adams.
Don’t forget to touch base with your customers once they have engaged with your brand or business.
Three ways to engage with your community through media:
- Paid media – Through paid ads online and across social.
- Owned media – Through your website, blog, and any other channel of communication that you own.
- Shared media – Through the content you post via social media that can be shared.
- Set your goals – what’s the purpose of this campaign? Think about the gains you would like to see from running it. Is it to engage your audience, drive traffic to a particular place, or action? Is it to increase sales revenue? Be specific as you can.
- Choose your channels – Don’t just choose a channel like Facebook because it’s the biggest social networking platform. Think about who you’re reaching, and where they may be. Marketing to everyone will get you nowhere.
- Create your content – value matters so make it count. Get creative and depending on your audience and goals you might want to consider the style of your content. Make sure it adds value to your target consumer in some way.
- Amplify – consider if this is right for your brand, but make the most of your campaign by using social media influencers on the platforms you decide to target. Of course, make sure they are a good fit with your brand, but if your budget allows for this, then this is a powerful tip to heed.
- Paid social – there is no getting away from this if you want serious results on social media, but there are great affordable opportunities to play around with if you don’t have much of a budget for this. A small investment can boost your traffic, leads and with your campaign make it scalable.
- Collect analytics – here want to look at the numbers, but also the quality of the campaign performance. How did your users interact with your content, and did they take the action? Have you reached those all important goals you set at the beginning?
- Follow-up – What will you do to follow up on the success? Don’t let this be a one hit wonder, but look for lessons you can learn from the campaign and ways you can capitalise or reward those who took the action you wanted in some way. Social media marketing is a moving target so have fun, be authentic and always look for ways to add value to your end consumer.
I get asked this question a lot, so today I thought I’d do a quick blog post on my recommendations.
*Disclaimer I am by no means saying that I have been great at sticking to this with my own blog for the past few years. Working full-time, building a business and life has got in the way of me applying my own advice with this blog. However, this is my professional opinion and best practice tip that I hope helps shed a little light for you.
Consistency is key
The true answer is I am unable to suggest what works best for you, and how often you should post. It depends on your business, your objectives, and your resource. What I will say though is that if you post sporadically every few months or weeks, then it doesn’t look good. It can also give the impression that your business has gone bust or non-extinct.
Managing social media channels is a full-time job, so if you are a small business or start-up, then I recommend choosing two social media channels that best capture the audience you are trying to reach.
For example if you are trying to reach a mother with a lifestyle product, then you might want to think about Facebook, Instagram, or Pinterest. And if you are a business looking to sell to other businesses, then you might want to focus your social media efforts on LinkedIn and Twitter.
Twitter is a noisy platform, so I would recommend trying to post between 2-4 times a day if you can.
For a channel like Facebook and Instagram, I would start with once post a day. However, please note this is to maintain the profiles and not with regards to reach as this Facebook most definitely requires a level of paid social when targeting a specific audience. In addition to that, bare in mind Facebook and Instagram post require heavily on images and video content, and making it accessible to a large and growing mobile audience. This will definitely require more crafting with images, video content, and tailoring of text and call to action.
3 benefits of scheduling content
- You create more room to be reactive when the unexpected happens, which it always does. One of my favourite examples of this was the Oreo’s dunk in the dark twitter ad, which goes all the way back to 2013, and still relevant today.
- You allow yourself time to carve out an library of content that enables you to plan time-sensitive content such as events, awareness days, special events in a social media calendar.
- You can track what content performs best. Analysing your performance is an important part of my job as a social media manager. It’s not good enough to litter your social media profiles with content that doesn’t perform, so we must keep track and be prepared to make adjustments along the way.
There are many tools that you could use to help keep your social media profiles alive. I recently wrote a blog reviewing a few here, but there area million more. Personally, I use Buffer it does what I need to do and it’s cost effective compared to some of the others I know of. The first two channels are free. If you have more than 2 channels, then it can cost you from $10 a month.
Last week, I had the privilege of attending an afternoon event with Facebook & Instagram on how to boost your business using Facebook and Instagram, so I thought I’d share a few snapshots and thoughts that stood out from the day.
We had some free coffee! Big thank you to the the lovely guys over a @pactcoffee and the Instagram team for that. There was cake too! I may eaten a few of those.. cringe! Oh well, back to the gym on Monday! 🙂
Tanya Beckett did a fabulous job hosting the event and below are three of the entrepreneurs that gave testimony of their success using Facebook. I thought Tricia Cusden was by far the most interesting story on the panel with her make up brand Look Fabulous Forever.
They also gave delegates the opportunity to screen print an Instagram photo of their choice. I choose to have my own brand logo, Frame Your World, which is a new range of inspiring lifestyle products that I am launching this summer.
I am particularly impressed by the developments of Instagram as the iconic vintage logo has now been officially facebooked! Yes, grammar police I just did that. With a new white background and a brand new logo, which doesn’t seem to have hit it off with the majority of those attend the event the powers that be defended the move as important to fit in with the Facebook brand. Fair enough! I think change is a process and we will all love the new logo in no time. I’ve got used to it already! I did however find myself reminiscing to the moment I first used Instagram and the Polaroid background that showcased my instant snaps. Ah how times have changed…
I was rather expected by the mention of rolling out an analytical side to Instagram for business as the relatively new ad platform continues to get into its stride. Instagram is by far one of the hottest channels right now with 400 million active users.
As you all know this is my favourite channel, but incase you need another reason to be on Instagram than its connected to the market leader of social networking. A pictures speaks a 1000 words, and is a universal language. Isn’t that something? I think so.
3 top tips on producing creative content for Instagram
1. Build your content with stories and facts in mind – people remember these things.
2. Be consistent – branded content over time my brand will build. Make sure you have a clear direction, colour scheme, theme and purpose behind every post you publish.
3. Thumpstopping content – when people are sliding through make a quick impact to catch people’s eye. Research from MIT suggest that you have 3 seconds to capture people’s attention, so don’t wait till the end of your add to present the diamond to your customer. Our culture is changing once again, so it’s time to get clear the etch a sketch board and start thinking mobile.
If you need some more reasons, then check out my last post on 3 reasons why you should be on Instagram.
I honestly believe that if you want to be savvy in building and growing your business then you really should consider testify out the Facebook or Instagram ad’s. Besides the menial fact that Facebook ad targeting has a reach of 6.5 billion every month. It’s one of the most targeted and cost efficient way to reach your customer in a very noisy marketplace.
3 quick tips on getting started with Facebook Ad Manager
1. Know your goal – what do you want to get from it? Be aware that a share is much more valuable than a like, and content that is mobile friendly and video will have the greatest reach and impact.
2. Know your audience – you need to know specifics of your target market to get the most out of your campaign
3. Set aside some time aside and log onto Blueprint – Facebook have provided a great resource for help you no matter what level you are starting from that will fully equip you with what you need to know about creating ads.