10 Marketing Trends That Will Dominate 2019
As we close out 2018 and enter a new year, it’s time to look toward the future.
Many of you might be making some new year’s resolutions such as diet changes, workout routines, and quitting bad habits.
But outside of your personal goals, you also need to keep an eye on your business operations. More specifically, you must focus on your marketing department.
Marketing continues to change over time. Each year we’re seeing new trends.
What worked for your company in 2010 may not work in 2019.
Don’t get me wrong. I’m not saying you need to completely abandon or change your strategy that worked in 2018. But you need to at least recognize the newest trends.
It will be up to you to make any necessary adjustments based on what’s trending.
Here’s the thing. Other marketers are already jumping on board with new trends and technology.
To gain an advantage over your competitors, you want to prepare yourself to adapt to these trends before they have the chance.
I’ve narrowed down the top ten marketing trends you need to look out for in 2019.
Chatbots and live chat isn’t new technology by any stretch. However, we’re definitely seeing a shift in the way these are being used from a marketing perspective.
Have you seen chatbots recently when visiting websites?
According to stats, 1.4 billion people interact with chatbots each year.
And 80% of companies say they’re already using or plan to use chatbots by 2020.
I’m expecting to see a huge increase in chatbots being used for marketing purposes in 2019 in order to reach that number by 2020.
You should consider using this technology in your business if you’re not already doing so. That’s because implementing live chat provides better customer service.
It’s much easier for customers to communicate with chatbots online than to send an email or call a representative.
Using chatbots has many potential benefits:
You can have a chatbot window automatically pop up once a visitor lands on your website.
This will make it much easier for them to reach your customer service team.
Chatbots also help drive conversions.
Live chat makes it three times more likely that your customers will complete the purchase process. Furthermore, live chats generate a 20% increase in conversions and a 305% increase in ROI.
Marketers have recognized these advantages and acted accordingly.
I’m expecting to see more websites with chatbots in 2019. You should consider using this marketing strategy as well.
2. Interactive video content
Video marketing has been trending upward for years now.
We’re seeing an increase in videos on social media, websites, and blogs. People are even running successful video blogs.
But in 2019, we’ll start seeing additional changes in the way video is consumed. I’m talking about interactive videos.
The Washington Post uploaded this 360-degree video to its YouTube page:
As the video plays, users have a chance to view the entire area by clicking the navigation button in the top left corner of the screen.
You can start using interactive videos for all other purposes I mentioned earlier:
The idea behind interactive videos is to increase engagement:
They perform better than regular videos. There is a greater chance that people will finish watching a 360-degree video and you’ll get a higher return on your investment.
In fact, 98% of people in the United States believe that 360-degree videos are more exciting than traditional video formats.
And 90% of people say content is better when it can be viewed with a 360-degree view. It should be no surprise that 360 videos have a click-through rate eight times greater than that of traditional videos.
Furthermore, 70% of marketers say interactive videos have had a positive impact on their businesses.
Audiences are 65% more likely to interact with a 360-degree video.
Given these numbers, we’ll see more of this content in the coming years, starting in 2019.
Have you heard of IGTV?
It’s a standalone app owned and operated by Instagram.
This concept launched in June 2018 and was specifically made for mobile devices.
This app is similar to YouTube. One of the major differences is that all of the videos are vertical since they are made for phones.
Video content plays as soon as you open the app, similarly to the way a video would be playing if you turned on a TV in your house.
Instagram has seemingly taken over social media.
Everything the team touches turns to gold.
Its active users have been trending upward since its inception in 2010:
I don’t see any signs of this slowing down.
Even if it can get only a fraction of those 1+ billion users to download and use IGTV, the new app will be a big hit in 2019.
Marketers will need to adjust their strategies accordingly.
They’ll need to have a presence on IGTV in addition to Instagram.
This will force marketing teams to produce more video content specifically for this app.
You’ve got to follow the consumer. If your target audience and current customers are using IGTV, you need to do the same.
Since the platform is so new, you can get ahead of the game right now by familiarizing yourself with the app and producing more content for it.
4. Enhanced personalized recommendations
Artificial intelligence algorithms are making it possible to offer more personalized content than ever before.
Your company can increase sales by personalizing the customer experience.
I’m sure you’ve seen this in your own life. For example, when watching Netflix, you get recommended movies and TV shows based on what you’ve watched so far.
Businesses use this on their websites as well.
Again, this isn’t necessarily new. I’m sure some of you might even be using this strategy on your sites.
But in 2019, the technology will make these recommendations better and more accurate than ever before.
Consumers are willing to share personal data if they can benefit from a more personalized experience.
As you can see from the graph above, younger generations are much more accepting of this technology than older ones.
That said, everyone needs to jump on board now.
This marketing strategy will be the way of the future.
5. Facebook and Instagram ads
Paid social media ads aren’t new, but the trends are definitely changing.
More businesses are focusing on Facebook and Instagram ads than on other social media platforms.
As you can see, Instagram and Facebook are the only two social sites that more businesses are planning to use paid ads for than not.
And ads on other social sites such as Twitter, Pinterest, and Snapchat are slowly becoming obsolete.
In fact, 31% of brands on Instagram are currently using ads.
That number is up from 24% in 2017, 12% in 2016, and just 4% in 2015. The volume of ads on this platform has grown nearly eight times in just four years.
It doesn’t surprise me that Facebook and Instagram are the two platforms trending upward for paid advertisements.
Since Facebook owns Instagram, businesses manage ads on both of these social sites in the same place. The format makes it much easier for businesses to create ads that target the right audience, based on its needs.
You even have the option to use lifetime value to create a Facebook audience that actually converts.
Those same benefits aren’t offered when you advertise on other social sites.
The types of ads that can be run between Facebook and Instagram are also versatile. Businesses can experiment with these formats to see what gives them the best results.
What does this mean for you?
If you’re currently using other social media platforms to advertise, you may want to consider switching to those trending.
If you are not running any paid ads, you should at least try them, or your competition might steal your customers on social media.
6. Beacon technology
Beacon technology is similar to GPS, but it’s not quite as complex.
Businesses are leveraging beacon technology to target customers, especially in retail stores. Here’s how it works.
First, companies need to encourage their customers to download their mobile apps.
Once the app is installed on a user’s device, it will track their location. When an app user walks by a beacon in a store, the company knows exactly where the customer is within that store.
It’ll be able to tell when the person is shopping for a specific product. Then, the brand can send the user a promotion via a push notification that’s related to what they’re looking at.
It’s a great way to improve the profitability of your small business mobile app.
Ecommerce businesses can use this technology too, even without a physical store.
If you have an ecommerce platform, you can place beacons in public areas relevant to what your company offers. Then you can send targeted push notifications when app users are in the vicinity of those beacons.
The reason why this technology will increase in popularity in 2019 is because mobile app popularity is growing as well.
And 42% of small businesses already have mobile apps.
An additional 30% of companies plan to build an app in the future. Further, 55% of businesses owned by Millennials have mobile apps.
Younger generations have recognized the importance of this technology. That’s why they are adapting sooner.
Your company needs to jump on board as well. You won’t be able to leverage beacon technology without a mobile app.
7. Voice search
Between smartphones and products such as Amazon Echo or Google Home, voice search is booming.
Voice recognition software isn’t new. You’ve been able to use the speech to text function of your phone for years now, but you’ve probably experienced its imprecision.
Technology has evolved. Google Home has 95% word level accuracy.
Voice search will have a direct impact on ecommerce sales.
Experts predict that by 2020, 50% of searches will be voice searches.
Last year, 13% of households in America owned a smart speaker. This number is expected to reach 55% by 2022.
As of January 2018, voice search was conducted 1 billion times a month. I predict that number to be higher in 2019.
8. Predictive analysis
Predictive analysis is somewhat related to personalized recommendations.
But the AI and machine learning algorithms used for predictive analysis can be used for many other things.
Here’s a look at how businesses are already using this technology:
As you can see, 23% of businesses are using predictive analysis, while 90% of businesses believe it’s important to use this technology.
Since business owners recognize its importance, but less than a quarter of them are actually using the technology, it’s only a matter of time before they jump on board.
As you can see from the graph, only 26% of businesses surveyed have no plans to use predictive analytics in the near future. Everyone else is either currently using it or has plans to use it for marketing.
Predictive analysis will help you segment your customers better.
This technology can help improve your automation efforts and reduce churn.
One of the best ways to use predictive analysis is to prequalify your leads. Algorithms and software can help you come up with a better lead scoring system.
By prioritizing your leads and identifying top prospective customers, you’ll be able to generate more conversions.
9. Mobile payments
Does your business currently accept mobile payments?
If not, you need to plan on it soon. This will be a growing trend in 2019.
Just look at these numbers:
One portion of mobile payments allows customers to pay for goods and services directly from a mobile app.
Businesses such as Starbucks have an app that allows customers to buy coffee in their storefronts by paying with their mobile phones in advance.
Another portion of mobile pay comes from alternative payment methods.
Roughly 440 million users across the world used contactless pay options in 2018, such as Apple Pay, Google Pay, and Samsung Pay.
That number is expected to increase to 760 million by 2020.
To go from 440 million users to 760 million users, 2019 will have to be a huge year for mobile payments.
Your business should adapt and be prepared to accept these types of payments.
Consumers are getting used to it. If you don’t have their preferred payment option, they may take their business elsewhere.
10. AI and machine learning adaptation
Many trends on my list use AI and machine learning.
This technology has been around for quite some time, but it continues to improve and evolve each year.
There are many different uses for AI in the future:
Lots of these functions can be applied to your marketing strategy.
You need to learn the marketing skills you need to survive in the age of AI.
Furthermore, AI is the fastest growing marketing technology:
It has the highest year-over-year growth compared to all other technologies on the list.
Your company can no longer afford to ignore adapting to the new technologies, such as AI and machine learning.
If you do, you won’t be able to keep up with your competitors.
2019 is going to be a big year for marketers.
New technology and ease of accessibility have made marketing more competitive than ever before. That’s why you need to recognize the newest trends.
If you’re not sure what to expect in 2019 from a marketing perspective, you can use this guide as a reference.
This isn’t a list of bold predictions or trends that I pulled out of thin air.
Everything I listed above is backed by data that’s trending upward. It’s a safe bet to follow these trends if you want to be successful.
What marketing trends is your brand planning to follow in 2019?
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December 10, 2018 at 10:01AM
4 Holiday Campaigns to Inspire Your Social Feeds This Year
Oh, the holidays!
While the weather outside is getting frightful, and we’re inside by the fire that is delightful (or sitting on a beach if we’re lucky), most retail brands experience an incredibly high volume of sales at this time of year. ‘Tis the season for giving.
But the month of December is a great opportunity for brands to increase social ROI, and a holiday campaign is often the best way to do it.
Here are four holiday campaigns from years past to inspire your marketing plans for the season.
1. Air Canada’s “Our Home”
In this heartwarming and tear jerking campaign, Air Canada helps us remember what “home” really is.
“We don’t live at home, home lives in us,” is the message of this emotionally charged video, which was posted on YouTube, Twitter, and Facebook during the 2017 holiday season. The ad is beautifully shot, and prompts viewers to reflect on the meaning of home.
But not everyone has the budget to create such a high-quality campaign video to use on social. So what can we learn?
Air Canada does a great job of being non-denominational in this holiday ad.
It’s important to remember that not everyone celebrates the same winter holidays, so making this ad about home—instead of a specific religious holiday—was the right strategy for Air Canada (especially since they’re an airline, and that’s what they do most over the holidays: take people home).
When coming up with campaign ideas for the holidays, make sure your ideas are inclusive of all your current and potential customers.
2. The Starbucks Red Cup design challenge
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The Starbucks red cup is an iconic winter staple for this global coffee brand.
Every year, customers eagerly await the release of the red cup to see what design Starbucks has dreamed up for the current holiday season, and every year customers are delighted even more than the last.
But in 2016, Starbucks took their campaign a little further. For one day only, they released a very limited run of cups that were plain red and asked customers to create their own designs.
The campaign asked folks to share their own cup creations on social media with the hashtag, #RedCupArt.
Starbucks received thousands of #RedCupArt submissions on Instagram and Twitter, and some artists even created YouTube videos of them working on their Red Cup masterpieces.
User generated content is a great way to increase engagement online, and also to improve brand loyalty.
When coming up with ideas for your Holiday campaign, consider finding a way to engage your audience in the real world, and then bring them back online like Starbucks did.
3. Nordstrom’s social advent calendar
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The holidays are a wonderfully tradition-filled time of year, including family traditions, cultural traditions, and religious traditions.
This diversity is an incredibly beautiful thing to celebrate. However, it’s important for brands not to appropriate culture or tradition when releasing holiday campaigns. (The PR mess that might ensue? Eeep.)
Last year, Nordstrom did a fabulous job of respectfully using a holiday tradition many in the US and Canada (and worldwide) are familiar with—the advent calendar.
They created beautifully illustrated Instagram posts that, when clicked on, “opened up” to reveal a holiday surprise every day in December, usually in the form of a product-focused video.
The biggest surprise? They had Celine Dion in the campaign. We always give bonus points for Celine Dion. (I’m Canadian, and she is a national treasure thank you very much.)
4. Every holiday ad John Lewis has ever made, ever
If you haven’t seen every John Lewis & Partners holiday ad from the past 10 years, do yourself a favor. Go watch them all, right now.
But before you go, grab a box of tissue.
John Lewis & Partners is a chain of high-end department stores that operate in the United Kingdom, famous for their beautiful, story-rich holiday ads. And often, these ads make us well up with emotion.
That emotion often spills over into tears because the ads tell universal stories that we can all relate to.
From the little boy who really loves his toy penguin in 2014, to Elton John singing his heart out in 2018, John Lewis & Partners are experts at capturing the emotion of the holidays in a tight few minutes of video.
Then, they share it on their social media channels so the world can see. 2018’s ad featuring Elton John? Almost 30,000 retweets.
Emotions of every kind run high over the holidays and if you can successfully capture those moments with your audience, you’ll be able to strengthen your online community and create more loyal followers. The business benefits there will definitely follow.
Not every brand has the budget to create such high-profile content like Nordstrom, Starbucks, John Lewis & Partners, or Air Canada. But the takeaways from these campaigns can be used or scaled by anyone to build successful holiday campaigns on social media.
We hope you found these holiday moments as inspirational as we did.
The holidays are already stressful enough. Use Hootsuite to make the holidays less stressful by planning all your social media content in one place. Try it for free today.
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December 10, 2018 at 08:38AM
How to Use Event Tracking in Facebook Analytics: Event Source Groups
In this article, you’ll learn how to set up event tracking and use event source groups in Facebook Analytics to analyze customer behaviors.
What Are Facebook Event Source Groups?
An event source group is a group of events in Facebook Analytics, where an event is an action that a user takes and Facebook gathers through one of its platforms.
With event source groups, you can set up event tracking on multiple channels through Facebook. This will allow you to better track and understand user interaction with your brand across multiple sources, and really hone your marketing and sales ROI using all of the data Facebook is pulling in.
An event could be a like, page view, message received, reply to a conversation, or even an Add to Cart action on your site (if you’ve installed the Facebook pixel). Events are gathered through Messenger, Facebook, Instagram, ad accounts, and pixels you’ve installed on your website or apps to track users. This can also include Facebook live chats installed on your website.
Grouping events can give you a better understanding of user flow and how your channels interlink. If you’re using Facebook ads alongside organic content, you can see how everything fits together and whether there’s overlap in audiences across channels.
Essentially, event source groups allow you to look at omnichannel interactions and analytics for free. Omnichannel analytics is something developers talk about all the time, but it’s also great for anyone interacting with their customers on multiple platforms on or outside of Facebook. You can also track offline data such as in-store purchases and link those to your social media campaigns.
You might be thinking that Google Analytics can already do this for you, and it can to a certain extent. The difference with event source groups in Facebook is that they allow you to measure page and post interactions alongside other behaviors, which Google Analytics can’t do.
Note: To use event source groups, you need to have a Facebook Business Manager account. It’s free, and I recommend setting it up anyway. If you’re managing multiple pages and ad accounts on Facebook, Business Manager can help streamline your efforts.
#1: Set Up Event Source Groups With Facebook Analytics
Setting up an event source group is easy. Open your Facebook Analytics and click Create Event Source Group in the top-right corner. You’ll be prompted to select a Business Manager account to associate with this group.
In the pop-up box that appears, name your event source group. As with anything in Facebook for business, choose something that’s easily identifiable. For instance, name this group after the business you’re tracking through multiple channels or a theme if you’re tracking a certain vertical (and have multiple pages).
Also, decide whether you want to add an app, pixel, and page to the group. You can choose multiples of each one. When you’re done, click Create Group.
Remember, Facebook Messenger bots are considered apps too, so if you’ve set them up for your business, you’ll find them under the App option.
Once you’ve created an event source group, you can drill down into date ranges and segments. You can look at new users versus old users, retention, user activity, and more.
The bigger the audience that interacts with you online, the more you can drill down into this data and generate segments and audiences. The really useful part of event source groups is they’ll allow you to measure completion rates—however you define that—rather than just link clicks or post reactions for both your paid and organic campaigns.
We all know that page likes don’t mean anything as a KPI, but if you know exactly how many users liked a post, then viewed a page, and then downloaded an app, you can assign an actual value to a marketing campaign.
Facebook Analytics can also tell you how long this process took, which gives you a good idea of the sales cycle time for your product or service. Why is this important? In Ads Manager, a view to conversion generally has an attribution window of 1 (default), 7, or 28 days. If your sales cycle is 38 days, Ads Manager won’t pick up that people from your ads have converted on your site. Only your event source groups can do that.
#2: Analyze Audience Segment Data
Segments are a fast and easy way to separate various behaviors and demographics within your audiences when you want to look at data on a granular level.
Creating a new segment within Facebook Analytics is easy. Click Add a Segment and select Create New Segment from the drop-down menu.
Then choose a Condition. A condition can be an event, demographic, user property, device, app install source, or web parameter. It’s essentially how you want to segment the data.
For example, if you want to see the number of people who interact with your brand from social media sources on desktop devices, you could select these settings: Device Info, Device Type, Is Any Of, and Computer.
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Once you select a segment, the pie chart will automatically adjust, showing you the percentage of users who meet this criterion. Click Save if you want to use this segment later or click Apply to only use this segment now.
Suppose that the results of this segment show that 37% of users are on desktop. This info would be incredibly useful if you’re running mobile ads exclusively; perhaps you didn’t realize that as much as 37% of your audience across channels is on desktop. Or if you have a site that works best on desktop, the fact that 63% of your users aren’t on desktop could push you to get more mobile-friendly.
Remember that this segment follows you around from tab to tab in Facebook Analytics so don’t forget to clear the segment when you’re done to reset your audience. Simply open the Segment drop-down menu again and click Clear Segment.
#3: Perform Omnichannel Lead Attribution Analysis
Event source groups are great if you want to find out if your paid and organic marketing is working, and how this translates across channels for your business. If you have a Facebook ad account, page, and pixel installed, this will help you follow users down the sales funnel through various events.
Facebook generally offers last-touch attribution (recording only users who saw your ad and immediately converted) as a data point in ads. We know this isn’t always the whole picture. Sometimes people will see your ad, ruminate for a few days, and finally Google you and convert. Technically, they’re an organic search lead but in reality, they started as a paid social media lead. These people are lost to the Ads Manager reports.
You can see these first-touch conversions or attributions when you use multichannel analytics. Event source groups allow you to view these conversions and better understand how your ads are influencing actions on your page or website.
To illustrate, it might appear that your Facebook Reach campaign isn’t converting a single customer, but with closer inspection in Facebook Analytics using event source groups, you see that 5% of users who interact with your ads go on to like your posts before eventually filling out a contact form on your website. This data is available on the Funnels tab in Facebook Analytics.
While your Reach campaign shouldn’t necessarily be leading to contacts (make sure you use a Reach campaign to generate an audience for an Engagement campaign that feeds into a Conversion campaign), you can see that it is. If you’ve set up custom events in your Facebook pixel correctly, you’ll be able to see how valuable these contacts are too. Here’s what the Events tab looks like in Facebook Analytics:
#4: Reveal Customer Journey Behaviors
Funnels are super-interesting and useful. They let you drill down into how people flow through your sales and marketing funnel using event source groups. This helps you justify budget on social and make sure you’re hitting people at every stage of the buyer journey.
If you’re not sure which funnels to set up initially, take a look at the Cross-Channel User Acquisition module in the Overview.
When you click on View Full Report, it will generate a funnel based on this module.
If you click the ellipsis icon on the right, you can export any funnel data as a CSV.
#5: Assess User Retention
Event source groups have a role in analyzing user retention and how well your content marketing is performing. On the Retention tab in Facebook Analytics, you can look at the percentage of users retained by your content over a period of time. This is especially useful for making data-driven decisions.
The Retention tab would let you segment your location to the U.S., for instance, and investigate whether your Cyber Monday deals brought in and retained customers of a high value over the last week. The data you gather can help you decide how much to spend on future Cyber Monday ad campaigns and determine whether your holiday shopper audience has a high lifetime value compared to your non-holiday audience.
#6: Use Percentiles to Inform Future Marketing Initiatives
On the Percentiles tab, you’ll get some actionable insights into your brand and various events. I love using this function.
Suppose the Percentiles tab reveals that 75% of users read Messenger conversations from your business. With this data, you can be fairly confident users will read a message in the future.
If this stat were 30%, on the other hand, you’d want to reassess what you’re doing and make adjustments if needed. Maybe your Messenger bot is skewing this stat or perhaps you’re messaging too often. Something needs to change.
Event source groups may sound complicated but they’re actually easy to set up. Once they’re in place, you’ll find your Facebook Analytics are supercharged with useful data and you’ll be better able to justify marketing and sales budgets.
They’re also great if you have multiple Facebook pages, particularly Facebook location pages, because they allow you to look at how well your content resonates in different locations. Perhaps you’re pushing into a new location (city or country) and want to look at how people are interacting with your content, as well as how many new people are interacting with your brand from that location.
What do you think? Do you use event source groups for your business? If so, what kinds of insights are you pulling into Facebook Analytics? Let us know in the comments!
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December 10, 2018 at 05:05AM
How to Create Quality Instagram Content That Engages Followers
How to Create Quality Instagram Content That Engages Followers
When working on your Instagram marketing strategy, there are many approaches to take. Your first priority should be to increase your followers. You have a myriad of tactics to accomplish this, including the ability to buy Instagram followers. More importantly, however, you should be working on your content.
As one of the most popular social media platforms in the world, Instagram is all about content. If you want to increase your volume of followers, drive more traffic to your website, establish a brand that people recognize, or accomplish virtually any other metric on the social platform, content is the key.
If your goal is to engage followers, this requires a unique and specific approach to your content strategy. Here are a few things you might try.
Walk in Your Followers’ Shoes
When shopping for a Christmas present for your sister, you’ll try to put yourself in her shoes. You’ll think about her likes and dislikes, where she shops, her schedule, what she does for a living, and other details that can help you find the perfect gift.
Curating a content strategy that speaks to your target audience follows the same rules. Walk a mile in your followers’ shoes, and you’ll have a much better idea about the kinds of content they’re most likely to engage with.
To know your customers, create customer personas. This is a detailed chart that factors in demographics, shopping habits, occupation, values, goals and motivations, challenges that you can solve, income range, etc. As you fill in each of these categories, you’ll come up with great ideas for your content to meet the needs and interests of your audience.
You should also rely on analytics, which will give you important insights about your previous content. It will tell you which pieces of content your customers engaged with most and what times they usually spend online. This catered strategy will help you create content that your customers can’t possibly ignore!
This is a very simple and easy plan for getting people to engage. It also lets your customers know that you value their thoughts and opinions, which earns you major business brownie points.
Expert Instagrammer Melyssa Griffin suggests: “Ask your followers how their day is going. Take a photo of what you’re working on and ask them for their opinions. Share about your upcoming summer trip and see if your followers are headed anywhere, too. Anything to get them talking. It may feel a little awkward at first, but just go for it, friend! You’ll be surprised at how many people will reply.”
She also recommends asking questions that help customers relate to current experiences. For example, if you’re traveling, ask followers if they’ve been to that destinations and have any recommendations on places to eat and things to do. It’s entertaining for you as well as gratifying to those who get to participate in your conversation!
Use Calls to Action
If you’re trying to elicit a certain engagement and get more Instagram likes out of your customers, include a call to action (CTA). This tells customers what to do with a piece of content that you’ve published. Usually, you will direct customers to your bio link or to shop for your products through Instagram.
A great example of this engagement strategy comes from Ben & Jerry’s. The brand knows how to get its customers’ taste buds tingling with delectable-looking photos of their ice cream and related treats. With each post of an ice cream treat, such as the “Cereal Splash-Stack,” the CTA directs customers to visit the bio for the recipe link.
Ben & Jerry’s also exemplifies the power of changing the link in their bio to match the content published. You don’t have to—and shouldn’t—use the same link in your bio at all times. Direct customers to the content on your website that will have the biggest impact on your goals.
Ask for User-Generated Content
There’s great power in user-generated content with multiple benefits for both you and your customers. First of all, you get fabulous content connected to your brand with hashtags without a lot of effort on your part, and second of all, customers love contributing to these kinds of things.
A third benefit comes when you ask customers to post a photo with your product involved. For example, they could be wearing a pair of your leggings while taking their kids to the park or sipping your select beverage brand with their friends. This creates social proof that your products are loved and admired while letting your customers be the star of the show.
“The best photos to choose are those that show your product in use, which is free advertising with a helpful co-sign from the follower who posted it,” says an article from Wishpond. “This keeps users interested in checking your profile to see if their photo gets chosen or to see if their friend’s photo does.”
Naturally, you’ll get a lot of engagement out of this metric, plus tons of great content to promote your brand through social proof, the best form of promotion.
Prioritize Stories and Experiences
Although they may not recognize it when logging in, the majority of Instagram users visit the app every day because they’re seeking an adventure. They want to see stories and experiences that transport them from their humdrum lives into someone else’s more exciting reality.
You already have a captive audience for stories and experiences, so don’t do another promotional post (which gets old very quickly). Let your experiences do the talking.
GoPro is a great example of this. Although they could easily do a few posts here and there discussing their best products, they instead showcase the incredible images that their products can make. Each post is an adventure, primarily generated by loyal fans and professional photographers.
Each photo tells a story, successfully transplanting its viewers to a new reality of adventure and excitement, but you can caption it with more details to get people interested. You could also do a series of photos, telling an interesting experience you had while traveling or creating a new product.
This is the kind of content that fans will naturally engage with. As long as your stories are compelling and interesting, you won’t have any trouble getting likes, comments, and follows.
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December 9, 2018 at 09:56PM
YouTube Officially Rolls Out YouTube Stories
On this week’s Social Media Marketing Talk Show, we explore YouTube’s rollout of YouTube Stories to more creators. Our special guest is Steve Dotto.
Watch the Social Media Marketing Talk Show
If you’re new to the show, click on the green “Watch replay” button below and sign in or register to watch our latest episode from Friday, December 7, 2018. You can also listen to the show as an audio podcast, found on iTunes/Apple Podcast, Android, Google Play, Stitcher, and RSS.
For this week’s top stories, you’ll find timestamps below that allow you to fast-forward in the replay above.
YouTube Rolls Out Its Own Take on Stories: A year ago, YouTube launched its own take on stories with a short-form video format called Reels. This feature was rebranded as YouTube Stories and made available to select YouTube creators. This past week, YouTube began rolling out Stories along with access to a new set of creator tools to all creators with more than 10,000 subscribers. (8:19)
YouTube Rolls Out Autoplaying Videos in the Mobile App: YouTube will now autoplay videos when users are browsing the platform on the mobile apps for both iOS and Android. This new feature, called Autoplay on Home, allows videos to autoplay with the sound disabled and offers a preview of the video while scrolling through YouTube’s Home tab. (16:20)
YouTube Updates Ads in Response to Evolving Viewing Patterns: YouTube examined evolving YouTube usage trends and highlighted three ways in which users’ viewing behavior is shaping the ad experience on the platform. (23:10)
YouTube Lowers Price of Subscriptions for Students: YouTube hopes to bring in college students as paying customers with steeply discounted pricing plans for its ad-free streaming services, YouTube Music and YouTube Premium. This deal is currently only available to full-time students in the U.S.; however, the company says it plans to expand the offers to more countries in the future. (26:05)
Facebook Tests New “Live Video for Sellers” Feature: Facebook is testing a new dedicated Live video mode for sellers to help businesses promote products. Facebook says this new Live mode can help businesses “quickly close sales” by showcasing their products in their stream and allowing viewers to easily purchase them simply by messaging screenshots to the account. (29:01)
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Facebook Offers Groups Admins Option to Share Feedback on Posts: Facebook Groups is now giving admins the option to provide feedback on why a post was removed to the member who posted it. This new feature was originally announced in May 2018 and was recently spotted by Social Media Examiner’s Erik Fisher. (35:25)
Facebook Tests Ability to Block Certain Words on Profiles: Facebook appears to be testing the ability for regular users to ban certain words, phrases, and emojis from appearing on their personal timeline. This possible new feature was discovered as code hidden within Facebook by tech researcher Jane Manchun Wong. (37:07)
Facebook Business Manager Has Two New Features: It appears that Facebook’s Business Manager has two new features. The first is the ability to assign permissions by task, such the ability to publish content, moderate comments, create ads, or view page performance. The second is Quick Action buttons that allow admins to add people, partners, and assets from anywhere within business settings. (39:35)
Facebook Groups Get Keyword Alerts: Facebook is testing a new feature for Facebook group admins called Keyword Alerts. This experimental new tool notifies admins when specific keywords or phrases are posted in the group. (42:11)
Other News Mentioned
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December 8, 2018 at 05:06AM
How to Use Automation to Grow Your Social Media Followers
Conducting a social media campaign is a time-consuming process. You need to produce intriguing content, comment and like posts, respond to follower’s questions, follow the right people, post at the most opportune times, and do it all over and over and over again across multiple platforms. It’s exhausting! It’s complicated! And yet social media is arguably the most essential form of marketing, so all of it is necessary.
However, you do not have to carry out all of these tasks manually. There are available resources that enable social media automation. No, nothing will run your campaign for you (though you can minimize your involvement when you hire an external growth expert), but technology can make the process of liking and posting seemingly happen on its own.
Automation is not a replacement for human interaction, of course, but for all the things you do not need to do personally, here are a few ways to automate your social media efforts and reach more followers:
Find your niche audience
You should already have an idea of the kind of audience you would like to target, but if you need a more defined picture or assistance locating them on social media, resources like SocialCaptain (for Instagram) leverage artificial intelligence and advanced filters.
Instagram automation tools, along with a variety of others, can search for users based on usernames, hashtags, locations, and other factors, so you don’t have to browse platform by platform trying to find people who would be interested in your brand.
Like and follow other users
You do not have to click the “like” button on a post yourself—especially if you are doing it to capture people’s attention, in which case you are liking dozens or even hundreds of posts all the time. Social media automation can do this nitty-gritty work on your behalf, removing the tedious effort of endlessly tapping on photos.
Social media is not just about who follows you; it’s also critical to follow people back. Deciding which profiles are most advantageous for you to follow can be complicated, so automation can follow and unfollow the right people when the time is right.
Post timing plays a direct role in determining who will see your content. Even if you spent days creating a stunning and informative video, it won’t go viral if it doesn’t appear on people’s feeds because the ocean of other content drowned it out. There are numerous resources at your disposal that can help you pre-schedule when your material is published.
Are you aiming for a specific time of day (such as when people are checking their phones before getting into bed or right before they get home from work) but will not be around for it? Do you have lots of work on your plate this week and only one day to focus on social media? Resources like Hootsuite allow you to upload your content ahead of time and schedule when everything will actually appear online.
Automate content curation
You should create original content and sharing user-generated material, naturally, but not every post is going to be something you or someone on your team spent time making. Instead, it never hurts to re-share posts from other people or links to relevant articles.
With Dlvr.it, for instance, you can set it up to automatically share articles from your favorite bloggers on your various social channels (such as Facebook, LinkedIn, Twitter, Pinterest, and even Slack) If your brand specializes in entrepreneurship, you can tell Dvlr.it a list of bloggers who update their related content regularly and have a consistent stream of tweets focused on your subject matter.
Provide customer service
Besides automating your social media tasks, you can also include a bit of automation into your blog or website with “chatbots.” Chatbots are a form of artificial intelligence that can interact with visiting customers (they’re convenient for individuals who want their questions answered quickly or those who are uncomfortable talking to real people).
Some chatbots are advanced and learn as time progresses, but others you can equip with a set of predetermined responses to handle basic inquiries. You should always do your best to interact with customers and followers yourself, but chatbots can free up a great deal of your time with minor customer service issues.
Social media marketing can be time-consuming, tedious, and sometimes even expensive. If you know the right processes to automate, though, you can make your campaigns more effective without spreading yourself too thin. How will you automate your social media game?
The post How to Use Automation to Grow Your Social Media Followers appeared first on Social Media Explorer.
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December 7, 2018 at 07:35PM
Why Plastic Surgeons Should Care About Reputation Management
Why Plastic Surgeons Should Care About Reputation Management
As a plastic surgeon, you would probably prefer to spend your time with new and existing clients to help them look and feel better rather than spending copious amounts of time online trying to woo prospective new clients. Unfortunately, failing to pay attention to your online reputation could be disastrous if there are things online that damage your reputation, like several people taking the time to leave fake negative reviews that harm your ability to get new clients.
Here are some reasons plastic surgeons should outsource SEO and reputation management to a trustworthy company.
First-page search results get 90% of the business
Even without fake negative reviews, landing on the first page of a Google search is no small feat, but your chances of getting new clients rely almost entirely on getting onto that first page. A reputable SEO (search engine optimization) and reputation management company can help get your plastic surgery business on the first page of a Google search – and keep you there.
Google seems to change their algorithm regularly, so you need a full-time SEO professional to keep your website ranking high in searches. While there are a few things you can do yourself to help improve your SEO ranking, it takes the expertise of somebody who constantly monitors the changes in SEO best practices to get and keep your website on the first page of a Google search, where you can compete for the attention of potential clients alongside your competitors, rather than scrambling behind them to pick up their leftovers.
Your reputation is everything
As a plastic surgeon, your reputation is everything. Without the constraints of health insurance, people looking into getting plastic surgery will go out of their way to find a plastic surgeon with an excellent reputation. Do you know how to ensure that the positive aspects of your reputation are the first things prospective clients see about you?
Even if you don’t have anything to hide, there is an art to how you represent yourself online. A good reputation management company wants to give you maximum control over what people do – and don’t – see about you online. This includes answering potential clients’ questions before they even ask them because you need to make a good impression as quickly as possible.
Reputation management requires skill and time
Keeping up with negative or fake reviews, maximizing the amount of good SEO practices you are using on your website, and managing your digital reputation requires not only a lot of time that you would rather spend with your patients, but a higher level of technical skill than you may have when it comes to reputation management.
Leave the complicated stuff to the professionals while you manage simpler tasks, like maintaining a current LinkedIn profile and keeping up with your social media accounts. Without the stress of trying to manage your online reputation, you can focus on your current clients and ensure they leave with a positive impression of your reputation – so they can help spread the word of that positive reputation.
It’s cheaper – and easier – to be proactive than reactive
Maintaining a positive online reputation is much easier than trying to fix one that’s already been cluttered with negative reviews, college photos of you acting like an idiot, and outdated information from places you no longer work.
Take charge of your reputation management now to avoid time and expense down the road. If something negative pops up, you can manage it without getting bogged down with other small details you didn’t realize were affecting your reputation.
Reputation management services can help protect you from cyber extortionists
There are people out there who will publish bad things about you, then demand you pay them to remove the damaging information. Laws aren’t quite in place yet to deal with cyber extortionists, so a reputation management company can help fight them with tools you may not be aware of. Why spend your time and stress worrying about these criminals when you can hire a company that always has your back in situations like these?
Without an excellent online reputation, it will be incredibly difficult to bring in new clients. You don’t have the type of business that will bring random people in from off the street, so it’s worth the added expense to hire somebody to help manage your online reputation.
As a plastic surgeon, reputation management should always be at the forefront of your mind, but that doesn’t mean you need to do it yourself. Entrust your business with a reputation management company so you can focus on pleasing your current clients instead of stressing about gaining new clients. That will help ensure you have a steady client base for years to come and you can focus on what you love best – surgery.
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December 7, 2018 at 11:40AM
How to Drive Retail Sales with Beacon Technology
With online shopping growing in popularity, retailers need to come up with new ways to keep their customers engaged to drive sales.
Retail stores are no longer just competing with other neighboring shops. Consumers can shop for virtually anything from the comfort of their own homes or even on the go from ecommerce shops.
If your retail business can’t adapt to new technology and the latest trends, you’ll struggle for survival in the coming years.
Beacon technology is definitely something your business should consider using. While the term may sound futuristic and complex, it’s actually quite simple.
You’ll be using beacons to track your customers, similarly to GPS. Although beacons and GPS are often confused and associated with each other, they’re not the same.
GPS technology needs three major components to work:
Receivers, such as a cell phone or a car, send signals to satellites that calculate the distance between each one. As a result, these calculations can pinpoint exactly where the receiver is located.
Beacons are far less complex.
These devices are small and not very expensive. They run on battery power.
Instead of broadcasting their locations to multiple satellites, beacons simply share their locations with devices capable of receiving their identities.
It’s easy to install beacons throughout your retail store locations. Implementing this technology in your retail shops will help you increase sales by personalizing the customer experience.
If you have never used beacon technology before, this is the perfect guide for you. I’ll show you how to leverage this technology to drive retail sales.
You’ll even learn how beacons can help generate revenue for ecommerce businesses without physical locations.
Encourage customers to download your mobile app
The first thing you need to do is get people to download your mobile application.
If your retail store doesn’t have an app, you’ll have to put your beacon technology strategy on hold until the app is built. Your app is a great way to increase sales by encouraging mobile spending.
I’ve spoken to many business owners who are hesitant to launch apps for their retail stores. They don’t think it’s necessary because their clientele would rather shop in person than online.
Sure, some people would rather see, touch, feel, and try on items in person as opposed to online, but the reality is they are still using mobile devices during the process.
In fact, 80% of people have used their mobile devices inside of physical stores to improve their shopping experiences.
This is how consumers are using their devices:
You need to make sure your mobile app has all of these functions.
If you think your app needs improvement, you should read my guide on the top successful features of a mobile commerce app.
People won’t want to download your app unless it improves their shopping experience. But if your app does all of the things on the list above, it will be easier for you to get more downloads.
But you can’t just assume your customers will download the app simply because it’s available.
You need to promote it on all your distribution channels.
Share a link to the app store on your website. Talk about it on social media. Include a download link in your email campaigns.
Give your customers an incentive to download it, such as a coupon or discount off their next purchases.
Once the app is installed on their mobile devices, you’ll be able to use beacons to drive sales.
Monitor customer movement in your stores
If you have beacons set up throughout your retail store, you can track the way users shop.
It’s simple. When a customer who has your app walks past a beacon, the beacon transmits a signal.
Here’s a visual representation of the way this works:
As you can see, the example above ends with the customer receiving a targeted, personalized message.
But you need to make sure there are specific parameters set up before a message gets sent. Here’s what I mean.
Let’s say your retail store sells clothing.
A male customer who has your mobile app on his smartphone comes in to buy a new pair of jeans. But in order to get to the men’s jeans section, he needs to walk past the baby clothes and footwear.
If you have beacons installed in those locations of the store that automatically trigger a message about those departments, it’s ineffective. In fact, this strategy will probably backfire.
We know that 52% of app users find push notifications annoying and distracting.
Further, 46% of people will disable push notifications if they receive more than two from the same app in one week. And 32% of users will stop using an app altogether if they get six or more notifications a week.
Make sure your message is relevant and timely, which I’ll discuss in greater detail shortly.
You can send the user a message if they are spending long periods of time near a certain beacon.
For instance, if that shopper in the above example is spending 15 minutes in the men’s jeans section, it’s a safe assumption they’re shopping for that product.
Improve in-store navigation
If you have a small boutique retail shop, your customers may not need much help getting around your store. The layout is probably pretty self-explanatory.
But that’s not the case for all retail locations.
Sometimes, it feels you can get lost inside these big shops. Customers spend more time trying to find their way around than they do shopping.
What’s your current system for helping customers navigate through the store?
Maybe you have a store map at the entrance or signs above each aisle.
But that doesn’t help someone who is in aisle 14 and the product they’re looking for is in aisle 26. They aren’t going to walk back to the entrance to read the map, and they certainly can’t read the signs that far away.
Traditionally, this is how retail shops operate. But now, with the help of technology, you can create a map function in the mobile app.
Take a look at how Target puts a creative twist on this simple feature:
Its customers can use this tool to create a shopping list before they arrive at the retail location.
When they arrive, the map will indicate where to find the items they need. This makes it easy for them to navigate around the store without getting lost.
Beacons placed throughout the store will show where the item is in relationship to the signal being transmitted from the phone.
Send timely discounts
As I said earlier, you want to make sure that any messages you send to your customers are timely and relevant.
For the most part, you can’t go wrong with sending a discount. Everyone wants to get a deal.
Think about the shopping experience from the perspective of your customers. As they browse around the store, they get a notification on their device.
Which type of message do you think would entice them to make a purchase?
“We sell winter coats and jackets!”
“20% off all winter coats and jackets!”
This is a rhetorical question. Obviously, the discount is more enticing.
Furthermore, discounts and coupons are the number one reason why shoppers would agree to in-store tracking and push notifications.
Stick to what you know your customers want. Don’t try to make things more complicated than they need to be.
If you send them a push notification or message that’s for something other than a discount, it’ll annoy them. Then you run the risk of that customer disabling their location settings or turning off push notifications for your app.
Target nearby customers
Customers don’t need to be in your retail store to benefit from your beacon technology campaigns.
You can use beacons to target customers who are in the area.
If you place beacons around stores, you can send a message to customers giving them a reason to come in and shop.
Take a look at this example from Charlotte Russe:
A customer who passes a beacon near the store could be sent this type of push notification.
Take a moment to look at the time this message was sent.
It’s reflects my previous point about timely discounts.
The in-store promotion is being run 3:00 PM – 6:00 PM. The push notification was sent at 2:40 PM to someone in the area.
You can use this strategy to run flash sales and other promotions as well.
It makes much more sense to send an in-store promotion to someone in the area than to every single app user. If people aren’t in the area, the promotion won’t be relevant to them.
Improve customer profiles
Everything I’ve talked about so far involves timing concurrent with shopper’s behavior. But you can leverage beacon technology for future actions as well.
Collect data on the ways customers shop in your store. Then use that information to improve their profiles.
Right now, you are probably using data such as online browsing behavior and purchase history to send personalized recommendations to your customers.
For example, if a customer browses for headphones online but doesn’t purchase them, you may send them a follow-up email the next day with a discount on headphones.
You can do the same using beacon technology.
Consumers are willing to share personal data if it improves their shopping experience:
As you can see from the data, younger generations are more comfortable with this type of technology than older generations.
That said, it’s more likely that a Millennial will install your retail app on their phone than a Baby Boomer, so you should be in the clear here.
Besides, in order for you to proceed with beacons, you’ll need to request location permission from users as they install your app on their devices. Otherwise, you’d be in violation of their privacy rights.
Customers who spend longer periods of time in certain sections of your retail store are obviously interested in those products.
Include that information in their customer profiles.
The next time they launch the app or shop online while signed into their profiles, recommend those types of products on their homepages.
Use beacons for your ecommerce shop
The majority of the discussed ideas in this post are relevant to physical retail stores.
Yes, there were some examples of how retail shopping behavior can improve online shopping experiences as well.
But beacon technology can also be used for ecommerce shops without physical stores. You just need to get a bit more creative.
For starters, you still need to encourage your customers to download your app for this strategy to work effectively.
Focus on it no matter what. Just look at the way mobile commerce is trending upward:
Then you can put beacons in locations related to what you’re selling. Here’s what I mean.
If you sell surfboards, kayaks, paddleboards, etc., you can put beacons by a beach. When a customer with your app goes to the beach, they’ll get a notification about those types of products.
If your ecommerce shop sells sports jerseys and other fan apparel, you can put beacons outside of various sports stadiums.
For example, if a customer walks by Fenway Park in Boston, they’ll get a notification about discounted Red Sox jerseys and hats.
This would make more sense than sending them a notification about a team that plays in Los Angeles.
The promotions are still timely and relevant, improving the user experience. This type of message would definitely entice the app user to buy from your ecommerce shop.
Retailers need to adapt to new technology trends if they want to survive today and in the future.
Beacon technology is a great place for your retail store to start.
First, you need to make sure as many customers as possible download your mobile app.
Then, you can place beacons throughout your store to monitor their shopping behavior.
Use this information to send them timely, relevant, and personalized messages that will improve their shopping experience and drive sales. Beacons can be used to target customers in the vicinity of your shop by enticing them to come in and buy something.
Once you collect data about customer in-store shopping behavior, you’ll be able to improve their customer profiles.
Ecommerce shops without physical stores can benefit from this technology as well. You just need to think outside the box to find places for your beacons.
If you follow the tips I’ve outlined above, your retail stores and ecommerce shops will generate more sales with the help of beacon technology.
How is your retail business using beacons to improve the customer experience?
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December 7, 2018 at 10:00AM
Law Firms Need Social Media
Law Firms Need Social Media
Lawyers are an integral part of modern life. They draw up wills, handle incorporation proceedings, defend clients in courts of law — both civil and criminal — mediate divorce settlements, and perform a host of other important functions that makes their services essential as some point in just about everyone’s life. So it’s only natural that consumers want to find and hire only the best and most economical lawyers they can. Lawyers and their law firms, in turn, are anxious to get the word out that they are available, competent, and affordable. No law firm today can afford to ignore the power and ubiquity of social media platforms, and the lawyers who are doing the best business for themselves and their clients invariably have a strong presence on sites such as Twitter, Facebook, LinkedIn, and Instagram — not to mention YouTube and Vimeo.
Search engine optimization and law firm marketing in general are crucial elements for any modern law firm looking to improve its client base. While lawyers are crucial in many ways, there is still a hesitancy, almost a shyness, among the general public to employ them — it’s hard for the law profession to shake the sometimes dodgy reputation they have acquired over the years due to a few poor examples and the sometimes cruel humor of the media and late night comedians. It’s unfair and does not represent the true worth of the legal profession, but it is something that lawyers must deal with in order to get ahead in their profession. And the best way to do that is to have a very strong and very positive presence on as many social media platforms as possible.
Exposure and traffic are the prime elements of any social media marketing campaign, and law firms need to think hard and work smart to make sure their enterprise is branded in a positive and widespread manner. Whether this is done in-house or by an outside team is not the important thing — the important point is that it is getting done, and being updated and refined, constantly. A neglected landing page or inaccurate Facebook post tells prospective clients only one thing — they better start looking elsewhere for the help they need.
The importance of social media referrals
Recently the use of social media for legal firms has not only increased dramatically, but the number of those who are actively searching for legal help through social media sites has shot up explosively. Consumers now study very carefully the recommendations on social media in the same manner would a customer review on Yelp or word of mouth recommendation from a friend or family member. This presents a wonderful opportunity for law firms to grow and manage a slew of legitimate recommendations on their social media sites that will inevitably draw in traffic and result in higher engagement rates, and consequently better client appointment ratios. When a law firm’s profile is tagged by a satisfied client it is instantly shared with potential hundreds of thousands of internet users. This is why an active social media strategy is so richly rewarding to those firms who keep at it constantly and professionally.
Social media is not a time waster
Not for the law professional. Social media is the best and quickest way to stay in contact with former clients so they can reach out again when they have a legal need. Smart law firms send regular newsletters to all their clients detailing news and information that is likely to have a legal impact on them. Clients that know their lawyers are available for an immediate consultation are going to keep coming back and ignoring whatever competing law firms might be throwing at them. This is the perfect win-win situation that law firms need to strive for when it comes to using social media.
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December 7, 2018 at 08:40AM
Twitter Marketing: Creative Ways to Connect With Your Audience
Wondering how Twitter engagement can help your business? Looking for tips on sharing authentic tweets and conversations with prospects? To explore creative ways to interact with your Twitter fans, I interview Dan Knowlton. More About This Show The Social Media Marketing podcast is designed to help busy marketers, business owners, and creators discover what works with social media marketing. In this episode, I interview Dan Knowlton, a creative marketer, speaker, and trainer. He co-founded KPS Digital Marketing, an agency that specializes in social and video marketing. Dan explains why he stopped using Twitter automation tools and how other tools help marketers engage with fans more effectively. You'll also discover tips for starting conversations and building relationships on Twitter. Share your feedback, read the show notes, and get the links mentioned in this episode below. Listen Now Here are some of the things you'll discover in this show: Twitter Marketing Dan's Story About 5 years ago, Dan became interested in marketing while studying business management and marketing at the University of Brighton in the UK. However, he didn't take any of the digital or social media marketing classes. His coursework and early work experience focused on traditional marketing. After graduation, Dan worked for a big company in London as part of a program for new graduates. The company trained him to run a branch as if it were his own business so he learned about sales, customer service, managing a team, team building, communication, and so on. However, the job was like running a business without the perks of running your own business, so he quit. Dan moved back in with his parents, and then traveled around Thailand and pursued his interest in online marketing. He began by learning about the topic from sources like Social Media Examiner, Content Marketing Institute, and Digital Marketer. After following a tutorial by Matthew Barby about growing a social media following, Dan was excited to see his Twitter following grow. Dan continued to get good results for himself and his dad's company, so he set up a digital marketing agency with his dad and his brother. They wanted to help bigger companies with their online marketing, too. They now work with global brands running creative campaigns with video content and social media marketing, and the agency is growing. Listen to the show to hear Dan share more about his early success growing a social media following. Advantages of Twitter Marketing To understand the benefits of Twitter marketing, marketers should think about the ways in which Twitter is the go-to platform and how their marketing can fulfill the needs of people who use it. For starters, Twitter is a place to discuss live events. With the event hashtag, you don't even need to attend the event to join the conversation. People also go to Twitter to learn about breaking news. Twitter is unique because you can follow or have conversations with high-profile people and celebrities. Compared to LinkedIn or Facebook, Twitter makes high-profile people seem accessible. People who would never answer your email might respond to you on Twitter because they're in a different mindset when they use Twitter. Marketers can use the conversational nature of Twitter for customer service and networking. To illustrate, Buffer and Mailchimp use Twitter to provide empathetic customer service and instant solutions to people's problems. Tweets can provide much better service than a voicemail menu or a website form, and simultaneously show how supportive your business is. For online networking, Twitter chats are the perfect place to meet and engage with people online. Twitter is also a great place to continue conversations and build relationships that begin at online events. When you look at all of the ways Twitter can help marketers, you can see it's the perfect platform for middle-of-funnel acti...
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December 7, 2018 at 05:08AM