Did you know that 90% of consumers haven’t made their mind about a brand before they start searching? This means your online presence and how you market your business is key to your company’s success.
But you can’t just go about marketing at a whim. You need to have strategic planning to really see things pay off.
Need some help? Then here are some of the top marketing goals for 2021 to help your marketing plan along.
Create a Strategic Marketing Plan
This might sound obvious, but you need to create a strategic 2021 marketing plan that works for your organization. What works for the business next door won’t necessarily work for you, after all.
Take a step back and look at what you wish to achieve, how you want to go about it, and what your marketing budget is (more on this later). From there, you can
Have a Good Social Media Presence
Around 51% of the world’s population uses social media. If your brand doesn’t even have a single social media account, then it’s safe to say that you’re missing out on a ton of potential business.
But it’s simply not enough just to have social media accounts. Today’s consumer expects to interact with brands online whenever they need to.
So you need to make sure you’re there for consumers. Because of this, you might want to consider investing in a social media manager for your company. Not only can they maintain a good social media presence for you, but they’ll also help grow your reputation through various marketing strategies up their sleeves.
Upgrade Your Website If Needed
Graphic design is always changing. Not to mention, search engine optimization (SEO) is as well.
Has it been a while since you’ve even looked over your website? Then it might be time to either touch it up or do a complete overhaul.
It might be best to leave this in the hands of marketing specialists like CommCore Marketing. We can manage your website from conception to completion!
Evaluate Spend From Last Year
Marketing spend is always a tender subject. In most cases, marketing teams never have enough and have to do their best with what they have.
Sit down and take a look at where your marketing spend went last year. If needed you should reallocate them to other areas, especially if they’re lacking.
Otherwise, you can discuss with your team where they felt funding was lacking. Together, you can come up with a more cost-efficient marketing strategy for the upcoming year.
Use Our Tips for Your Marketing Plan
After reading this article, you now have a fantastic way to go about your marketing plan. With our tips, you’re sure to set your company up for success for not only 2021, but for many years to come as well!
When you’re on budget and you have a bit more time to focus on marketing, there are several things you can do to grow your business’s reach.
Outsource if you don’t have the time:
It’s easy to get caught up in work for our clients, so wouldn’t it be easier to have someone else do our own marketing work? Hiring in someone to do those odd jobs that we don’t quite have the time to do is a great way to get things done. College students and recent graduates are great candidates for this type of work because they are eager to gain experience and eager to make money. Basic marketing does not require a lot of experience therefore you don’t need to hire someone who will cost you an arm and a leg. And, younger people are already adept at using technology and social media.
Focus on Social Media:
In this day and age, it is absolutely imperative to have a web presence. Nearly everything is done online now, so if you can’t be found on the web, it’s as if you don’t exist. Three of the most important social media outlets to be on are Facebook, Twitter, and LinkedIn.
Facebook is such a multi-faceted network that allows people, businesses, organizations, events, news, and campaigns to be followed and interacted with. You want to be not only on Facebook but active. Even the smallest interactions on Facebook remind people that you are there, and that has far more impact than not being online at all.
Twitter is as close to live-action social media as we can get right now. In 140 characters, we deliver a message to the world. It’s short, sweet, and constantly flowing. It allows businesses to interact directly with people in its market and vice versa. Your presence on Twitter means that you really exist in this moment and you’re ready to do business.
LinkedIn is less common-people oriented, and more professional-oriented. This is the kind of social networking you want to do in order to maintain business relationships and find new business connections. People don’t necessarily always remember your business, but they will remember you.
Create a professional quality brand identity:
It is important to always be checking up on how your brand is being perceived. Is it being perceived positively? Is it being perceived the way you want it to be perceived? Is it even on anyone’s radar? To get your brand bumping around people’s heads, you need a logo. A visual to represent your business is important because it’s an immediate and easy association to your business. Ask yourself what you want people to remember about your business and how you can represent that in a logo. Another classic way to get your brand out there is by printing business cards. You will want a design that’s easy to read and includes your logo, name, business, phone number(s), website address, email address, and physical address (if applicable). Don’t leave off your email! The less information you provide, the harder it will be to contact you and the less people will be motivated to use your business.
Marketing is all about building a presence, relationships, and drumming up business. The only way your business will grow is if you make an effort to reach out!
To say the last few weeks haven’t affected all of us both personally and professionally would be a disservice to our families and businesses. We want to reassure you that we are here for you and remind you of the importance to stay engaged with your clients – even online.
It may be your gut instinct to preserve your business by making cuts to your budget – particularly in marketing. However, studies of recent recessions have shown that businesses that refocus spending outperformed businesses that made sweeping cuts. Businesses that take a more progressive approach to spend during recessions have higher profitability and come out of recessions ahead of their competition.
That’s why it’s so critical to not direct funds away from marketing, but instead, reallocate funding into marketing. When we work together we can ensure that your sales and marketing efforts will not only continue but potentially thrive and lead to a greater chance of success when this time of crisis passes.
Here are some suggestions we have for continuing to reach your customers during the pandemic:
1. Be Easy to Find Online
There are currently more people online than there are people in their cars or walking around outside. Eyeballs are on screens. It’s never been more important to be searchable online.
Now is not the time to be hidden online. You should have:
An updated websitewith information about how your business is handling COVID-19
It’s not just to remind your customers that your business is still here and needs support, it’s an opportunity to show your audience real empathy. Never has been there a more ideal time to stand out in the marketplace by showing sensitivity and consideration toward people.
Show the people behind the business – staying at home, managing social isolation just like everyone else. Show how you care and how you’re helping – maybe by doing charitable acts or
fundraising. You can promote these good deeds on social media to build your brand. This will resonate with people and they will remember when this pandemic passes and money can flow more freely again.
3. Focus on SEO & Online Reviews
During the very few times many of us leave our homes, we want to stay close by to get food and supplies. Using SEO strategies to optimize your website can help put you closer to the top of the list of search results when people are making location-based searches.
Additionally, now is a great time to accumulate positive online reviews. If you can provide great service during a time of crisis, you can prove the best of your business’s reputation. Ask past customers and, especially, customers you serve during this time to leave you a review either on Google or Facebook.
4. Be Flexible & Connect in Uncertain Times
Nobody really knows what’s going to happen with how COVID-19 plays out and how much it will affect the economy so it’s imperative to remain flexible and fluid with your business during these times. Stay in touch with your customers – via email, social media, snail mail, website, or otherwise – and let them know how you’re adapting your business during these times. For example, if you’re a restaurant – delivery or curbside pick-up. Or if you’re a consultation-based buisness– online meetings only. Let your network know how you’re handling the changes as they come.
5. Use the Downtime to Finish To-Do Lists
Now that we’re restricted to working from home and have reclaimed some time from daily commutes back and forth to the office, it’s likely you have some extra time. Now is a great time to address those marketing to-do list items that have been sitting on the backburner.
We need to stay relevant and top of mind with our clients, especially when the dust settles from this coronavirus pandemic. This disruption will not last forever and we can still reach clients via email, social media, website, and snail-mail. Simply stated virtual is now our reality, but content is still king! As you know, the content that you present becomes your voice. Please reach out to CommCore Marketing if you need assistance with marketing during these uncertain times. Our thoughts go out to all of those affected by this crisis, please take good care of yourself and your family.
Back when ranking on search engines was the main motivator for content marketing, marketers were all about written content.
Now it’s all about video. In fact, almost 50% of internet users look for videos related to a product or service before visiting a store. So there’s a reason that every single major media platform is becoming video focused…
Facebook users consume 100 million hours of video every day (TechCrunch, 2016)
82% of Twitter users watch video content on the platform (Twitter, 2015)
45% of marketers plan to add YouTube to their content strategy into the next year (HubSpot, 2018)
45% of people watch more than an hour of Facebook or YouTube videos a week. (HubSpot, 2016)
When Instagram introduced videos, more than 5 million were shared in 24 hours (AdWeek, 2013)
Video will represent 82% of all IP traffic in 2021. (Business Insider, 2017)
When it comes down to it, video just offers a whole different level of connection to your audience. But there are deeper reasons beyond just jumping on the video marketing trend that are of benefit to businesses.
If you haven’t started using video as a part of your marketing strategy yet, here are four reasons why you should.
1. Video Educates
Here’s the thing about inbound marketing: it all starts with awareness and education.
After the awareness stage of the A.C.E. funnel, buyers want to learn more. And what do you typically do when you want to learn more? You hit up Google. But are most people more likely to read an article about it or watch a video?
According to Pearson Prentice Hall, 65% of the population consists of visual learners.
The overwhelming majority actively seek out video visuals to educate themselves. Don’t get me wrong, I’m all about creating an awesome blog, but the statistics speak for themselves. The video format is simply where most people seek value.
So it’s really silly not to give the people what they want— which is videos. I talk a lot about social distribution and how to get your value out there. Video is indisputably pertinent to distributing value.
If you want people to be educated by what you have to offer, then put it in a video.
2. Video Earns and Retains Audience Attention
55% of people consume video content thoroughly (HubSpot, 2016).
We at The Modern Marketer have discussed how short the average attention span when it comes to reading articles. Most people only read about 1/5 to 1/3 of an article. So that being said, and considering the statistic above, you would think capturing attention with video marketing is a breeze, right?
Just because you create videos doesn’t mean people will pay attention. Just like with written content, it doesn’t mean you can simply create it and people will flock to engage with it. Millions of videos are being uploaded every day, so there’s a lot of competition to consider.
Content is still king. You have to go deeper to provide value that’s worth people’s attention. You have to earn that attention still.
The best strategy for grabbing that attention through video is to create it consistently. You still want to be providing value that your audience wants to see, but by keeping it up consistently you can engage people at different angles and perspectives and effectively cut through the competition.
Consistency will always be key with the content you put out in any context. But video is especially crucial to invest in consistently because of the ROI. 51.9% of marketing professionals worldwide name video as the type of content with the best ROI (Adobe, 2015).
So the benefits of video really do pay off. You just have to be able to consistently deliver that value.
3. The Most Intimate Form of Marketing
Video is by far the most intimate of all contextual formats. Through what other medium do you have the opportunity to be as raw, transparent, and upfront as you can be with video (particularly live video)? Certainly not through written content.
Marketing is all about storytelling. Video goes beyond just the intimacy of showing an audience your body language and the way you speak. It teaches people how you think.
That aspect of video is perhaps the most significant benefit of all. If you’re on the path of thought leadership, this is the best format to really put your brain on display and show people some of the deepest value you have to offer.
And over time as your thoughts change and evolve, this will reflect in your videos. People get to see your story play out in front of them.
Your growth as a brand and as a person is so well documented in video that if you lost everything tomorrow— your audience, your clients, your advocates —you have an entire archive of your digital assets there to provide value.
Video truly personifies who you are as a brand and documents your story well beyond any other format.
4. Video Gives You a Reputation for Wisdom
No matter where you are in business, whether you’re just starting up, you’ve been in business for years, or maybe you haven’t even started yet— you have an idea.
Putting that idea out there is an integral step to brand awareness, right? So when you put that idea out there through video format, you’re presenting an opportunity to demonstrate to an audience a type of value that is very seldom replicated: wisdom.
But it doesn’t come right away, and it doesn’t come to everyone. Everyone can talk a big game. Everyone can call shots and miss. But if you really, truly know what you’re talking about you can amaze people by speaking your vision into existence.
Value can also be heightened in videos when you speak about a trend. People always want to hear about the latest thing and what it will do for them. It doesn’t matter what industry you’re in. People always want the latest information.
That relevant value does wonders for your reputation and adds value to your brand as a whole through wisdom.
If you haven’t been convinced yet that video marketing is for you, then you’re making a big mistake. Marketers who use video grow revenue 49% faster than non-video users (Aberdeen, 2015).
Don’t hesitate to include video into your marketing strategy: no matter your industry, video has the opportunity to impart value and heighten your marketing game like nothing else.
When it comes to branding, it’s critical to be consistent wherever you promote your brand. Both online and offline, your promotional efforts have to align with each other to be effective. Wherever your business has a presence, your brand identity needs to be clear.
When searching on the internet, people are not thinking of going offline to discover more about your brand, so neither should you. Your website is the ideal platform online to create a brand image with continuity so that any user who comes across it knows exactly who you are.
But how exactly does one create a lasting brand identity on a website that can also be leveraged offline? Here are five tips that will guide you in unifying your branding identity.
1. Branding Identity Basics: Your Logo, Typography, & Colors
If you haven’t already branded your business with a set of colors to use and a brand logo, this is the first thing you should do. You may not think it’s a priority, but these visual factors play a strong role in keeping your brand lodged in the minds of viewers.
First things first: your logo. If you haven’t already, get a logo designed ASAP. There is no shortage of graphic designers who are willing to help you design a logo. Then be sure your logo is on every material you put out as a business– your website pages, business cards, letterheads, etc. When you pick your brand colors, you need to consider that each color has psychological impacts. Red tends to convey feelings of excitement or intensity while gray gives off feelings of balance and calm. Do some research into the meanings of each color and decide from there which colors communicate the feelings you want to be associated with your brand.
Then– stick with the colors you pick. This will help reinforce your brand in a potential buyer’s mind. When you’re not consistent with color schemes, your brand becomes less memorable.
2. Use Language that Aligns with Your Brand
Your brand voice is incredibly important. Just like with your brand colors, you need to use language that speaks to your ideal buyer and client base. If you’re not sure what
language to use with the people you want to reach, start by considering how you want your brand to feel to your audience.
Write down a list of words and pick just three that you want to use for the base of your brand in the form of text. Here are just a few ideas:
What words jump out as ones that would work with your brand? If you’re a lawyer, you probably wouldn’t want to choose “fun, trendy, and laid-back.” These words might fit with a bowling alley brand, but a law office might be better off using words like “formal, informative, and dedicated.”
Brainstorm your list using words that could apply to your brand. You can find a list of more brand voice descriptors here. Then consider the tone and description of your voice. Will you use slang or formal language? Will you use long-winded sentences or short, pithy sentences?
These are all things to consider before writing content for your brand. Language is important in conveying your identity.
3. Use Relevant Imagery
Images you use on your website or any other materials your business puts out there must be high-resolution and quality, however, these are not the only factors you need to consider when selecting images for your website.
A picture really is worth a thousand words (or more). With that consideration, put yourself in your audience’s shoes. Someone viewing your website, social media profiles, or brick-and-mortar business wants a real glimpse into the brand that they’re researching.
Many brands choose imagery as if it’s just a checkbox on a list of how to create a good brand. These images are often stock images that are vaguely related to the brand. But
why would you use imagery that’s open for public use to describe your brand– a brand that you want to position as unique?
You need to use original imagery that truly describes your brand and gives viewers an idea of what you’re like. Include images of your staff, your products, and services, your office. All of these original and unique images communicate a sense of trustworthiness to viewers because it’s more transparent and authentic.
4. The Essential Branding Info
Many businesses neglect to make use of this opportunity to distinguish themselves from others in their industry. No matter what your brand does, you should always have a page on your website describing who you are and what your brand values are. This is the chance to get explicit about your brand mission and vision and drive home what makes your brand unique as compared to your competitors.
Once you have that information on your site, you can use the same verbiage on social media, at networking events, and on marketing materials to uniquely position your brand.
This may not seem like it belongs in a discussion about branding, but it’s imperative to connect the dots between branding and business. If a person who wants to reach out to your business cannot find contact information, your brand is in serious trouble. You’re a business; you want people contacting you! Make sure anyone who goes out of their way to find how to contact you can do so easily. Include as many contact methods as possible: phone, email, physical address, hours of operation, etc.
5. Get Social
Many brands think of social media as a to-do item on a list to be a successful business. But social media is not just a nice addition to your brand– it’s an extension of your brand.
Think of it this way: there are more eyes on social media sites than there are on your website or inside your store. Instead of leveraging people off of social media, engage them directly where their attention is. Your social accounts should be just as active as you are in your business.
Be sure to link all of your social accounts to your site and make it easy for people to find your various social channels when they’re on your website. Social media should be a big part of your branding strategy.
The key to brand unity is to be sure to be consistent with your logo, brand colors, language, and imagery you use. Make it as easy as possible for people to learn about who you are, and make it easy for them to engage you where they’re already giving their attention. Want more guidance on unifying your brand’s identity? Reach out to CommCore Marketing today!
Search engines, like Google, use search algorithms to rank page results that come up when you put in a question or keyword. We try to optimize our content to appeal to or influence these algorithms with SEO techniques. SEO stands for Search Engine Optimization.
SEO is simply the act of attempting to improve search engine rankings by showing relativity and their authority. Higher ranking can mean more web traffic, and more web traffic means a better shot at creating conversions.
Relativity is what Google deems what you would most likely find relevant as results to a given search term. Authority has to do with the number and quality of links from other pages. It’s kind of like an Internet recommendation—the sites with more and higher quality links have more trust and credibility than ones that have fewer links.
However, relativity and authority are not the only factors Google’s algorithm cares about. The developers at Google are always working to update the algorithm so Google becomes an even better tool to us. Since everyone started using smartphones, Google decided a couple of years ago to add “mobile-friendliness” into their algorithm.
That means sites will be ranked lower on Google if their site doesn’t have a readable and easily usable layout on a smaller screen.
So, how do you optimize your rankings on Google?
By creating content that uses words and phrases people use when searching for products and services related to your industry
By having your content linked and shared
In simple terms, you’re trying to establish relevance and authority within your industry on the search engine.
When you create content that really offers something useful to the market of interest, you’re doing a great service to your target market. They’re getting good advice from you—for FREE! People love getting valuable information for free.
To make this valuable and free information more accessible, we do research to find out which keywords and key phrases are most optimal to be used in your content so that people who are interested will have an easier time finding it. Hence, more traffic!
You might be thinking “well, hey I know what words and phrases my target market is using. I’ll just load my content up with these words!” Not a good idea. This is called keyword stuffing, and Google will penalize your site in the search rankings if too many of the same words or phrases end up on the page together, or too close to each other.
Google isn’t stupid. The algorithm helps it read your content so it can rank it for user experience. Ultimately, search engine ranking all comes down to user experience.
Keywords are just one on-page factor that contributes to SEO. Other things to consider include:
Slug (this is the part of the URL that comes after the site name.)
Alt tags (tags on images)
Create Authority by Creating Value
When you get more traffic, more people will want to share the valuable information you have to offer. Google will take note of this and say “Hey, this site must have something of value to people, we better put it up higher in the rankings so it’s easier to find!”
And just like that, you’ll have more authority on Google. But you can’t just be shared or linked to by any old website. You could have 10 really poor quality websites linking to your content and that wouldn’t mean as much to Google as one really high-quality website linking to your content.
In fact, if you do have poor quality websites linking to your content, Google might actually penalize you! Why you might ask? Because years ago before Google ranked sites on quality, everyone was trying to get as many links to their website as they could to manipulate search results.
Google caught on to this and put a stop to it. Now you can’t have any old spammy site linking to you. You have to have sites with good authority linking to you. Just like with people, in the search engine ranking world, you are only as good as the company you keep.
This is called backlinking. In addition to backlinking, other off-site ranking factors can include:
Paid search results
(Yes, your paid ads will affect your organic rankings!)
Don’t get on Google’s naughty list, do SEO the right way. (Also known as white hat SEO.) Create valuable and useful content with researched keywords and phrases, strong links, and thoroughly optimized on-page elements—content so good that people have to share!
At this point, you get it: content is integral to your marketing efforts. You probably understand that it builds a foundation on which you can build your business because it gives you credibility and authority.
But to what ends are you creating this content?
At one point or another you’re going to hit a wall with content creation and wonder what this is all for. If you don’t know the answer to why you’re creating content, your passion and thoughts and ideas are going to dry up and fade away.
The reason behind your content creation should lie much deeper than to simply check off a box on a list of things to market your business well.
Your content is an extension of yourself— the written and spoken pieces of yourself that will stand out amongst the noise of all the other content out there.
So what do you want said?
If your voice isn’t heard, it doesn’t exist
It’s harsh but it’s true. There are plenty of voices out there and most of them are just adding noise. We can all agree that to at least be recognized, our voices need to be heard.
The culture, the value, the methodologies, and the things that go on behind the scenes in business are the things that really matter. If these things only exist inside your head, that’s fine and dandy, but if nobody knows about it, it doesn’t exist.
So you have to create content for the sake of being heard, for being seen, and for adding something of value to this world. Documentation is not a checkbox, it’s a means to creating something bigger than yourself.
That being said, if that “something bigger than yourself” isn’t seen or heard, it cannot actually be bigger than yourself.
Video is the best way to communicate your voice
The best way to get your voice out there and heard is through video. Period.
You may think this whole video marketing thing only applies to people who are extroverted and outgoing, but that’s not true.
There’s personality inside of everybody. You don’t have to be an off-the-wall, energetic person just to justify doing video. It’s okay to be yourself on video everyday.
Every single platform out there is tailoring to video. So if you’re going to create content that resonates, then you have to be on the cusp of what’s actually happening. Communication is never going away and it is always evolving.
This means your brand will forever have to learn how to communicate effectively. And in this modern day, that means being on video.
Consistency is the means to an end
Consistency is a marketing strategy. Just doing it once or twice isn’t going to work.
And it’s not just about staying consistent, it’s about retaining attention. Sure, your consistent videos may draw new attention, but are they retaining that attention?
That consistency is merely a strategy for building something bigger. There’s no guarantee you will retain attention just because you show up regularly.
You have to create that reason for people to show up.
Give your audience a reason to keep coming back
You have to strategize how you’ll retain attention. Don’t be that brand that fades out over time.
If you look at what’s going on inside your content strategy right now, is it driving people that show up multiple times a week? And if there are people who do show up multiple times a week, how many more can you get to do the same?
Your strategy for retaining attention is simple: develop authentic relationships with people using your content.
Give yourself a reason to keep creating content
If you want to be an ever-flowing source for content, you have to know why you’re creating it in the first place.
So is your content good enough to cut through the noise?
At the end of the day, you’re not just creating content to knock out your agenda or your client’s agenda. Where’s the greater meaning in that? We’re in business to tell our stories because these stories are worth being told.
So what are you really doing? If you’re just here to own a business, that’s all your content will communicate. Document what you want remembered.
Following through with your content
Are you inspired to create your content? Maybe so. Will you be just as inspired a week from now? A month? A year? Maybe not.
When you get all wrapped up in your to do list and your emotions, you exhaust yourself. You lose sight of what really matters.
So ask yourself: why are you creating content? Are you doing it because that’s what you’re “supposed” to do? Or are you creating it because you truly want to resonate with your audience?
Think about it. It’s not something you’re going to figure out after one day. It’s a continual process you work on everyday.
And as you figure out what you’re leaving behind, continue to document. Don’t just document the good stuff, document the bad stuff too. The best content is formed from storytelling.
So keep on documenting for the sake of something greater, and you will produce amazing content.
Overwhelmed by social media? Struggling to keep up with an online presence? At times, we all struggle to keep up. It’s a time investment. That’s why it’s helpful to have tools that make the task of managing your social media a little easier.
Evernote is an app and web extension that enables you to clip web pages and images, organize notes, and find text in images. It also has a messaging feature so that you can discuss and share your notes with your team. Evernote is almost like an Internet notebook.
WeTransfer is a web-based file sharing service. It’s as simple as entering the recipient’s email address and the files you are sending. WeTransfer allows up to 2GB to be sent for free. It comes in super handy for quickly sharing content to schedule on social media. 2GB is a lot of data to be able to send quickly for free!
Buffer is a useful tool for scheduling and publishing posts across multiple social platforms. It also features analytics and allows for multiple users to collaborate at once. You can schedule posts for Facebook, LinkedIn, Twitter, Pinterest, and Instagram. If you use multiple social accounts, scheduling posts can be done just once by clicking on the desired social channels.
The easiest way to make quick graphics is Canva. Even if you aren’t much of a graphic designer, it’s easy to create beautiful branded graphics. Canva has many easy-to-use features and you can even create graphics with sizing for all and lets you create graphics with sizing for all the different social platforms.
Grammarly is a web extension and app that edits. It empowers you to edit everything you type – from work documents to your emails to your social media posts. This is the easiest way for you to improve your communication. No more excuses for grammar mistakes!
Don’t stress about your social media! Take advantage of the free tools available to you and look around to see what else is out there. You might be surprised by what you can do for free!
Local Women Owned Small Business Entrepreneur Graduates from VISION St. Charles Leadership Program
Laura DeVries, founder and principal of CommCore Marketing, LLC and 2017 recipient of the Women’s Business Enterprise National Council’s Women Owned Small Business certification, graduates from the VISION St. Charles County Leadership Program.
The VISION St. Charles County Leadership Program’s mission is to educate community and business leaders by providing experiences that will increase awareness, develop leadership skills and motivate participants to be actively engaged in St. Charles County. 2018 marks the 20th anniversary of the program.
DeVries was selected as one of 30 applicants to participate in the 9-month program. “The program changed my perspective on everything,” states DeVries following her April 26, 2018 graduation ceremony. “As an independent company, I didn’t know what was happening in my own back yard. The VISION program changed that by putting me in touch with a phenomenal network of people, events, and settings I otherwise never would have encountered.”
An element of the VISION program is to create a class project. DeVries’ group developed the Protégé Professional Mentorship Program whose purpose is to enhance the leadership qualities of St. Charles County’s emerging workforce. Its primary function is to match mentees (protégés) with mentors (luminaries) to help teach, develop, and grow future leaders.
“Through the leadership program, I’ve become a better business owner and more involved in the community. It’s been an emotional, life-altering experience for me.”
For more information, contact Laura DeVries, CommCore Marketing, LLC at email@example.com and 314.308.0799. For more information on the Protégé Professional Mentorship Program or to participate as a protégé or a luminary, visit www.visionprotege.org
By now you know that social media for your business is a must but, if you have any experience with it at all, you’re probably aware of how time consuming it can be. Managing your social sites can be even more cumbersome than managing your website.
Luckily, there’s no shortage of tools out there to help you manage your social strategy. Here are nine to get you started:
What It Does: Evernote is both a web extension available on most browsers and an app. It allows you to clip webpages and images, find text in images, and keep all your notes organized. It also has a messaging feature so that you can discuss and share your notes with others.
The plus and premium versions offer features like saving important emails and annotating pdf files. You can essentially build your own web database with this software and compile a rich resource of content to use on social media. Who Else is Using It: 200 million users
What It Does: It’s a content marketer’s dream. Feedly aggregates content from web browsers and mobile devices and compiles it into useful news feeds for the user to customize and share. You can monitor news by getting keyword alerts from Google, and it even connects with various softwares like Evernote, Slack, and Trello to optimize business usage.
Who Else is Using It: MIT, Zendesk, Foundry Group, and 12 million other users
What It Does: This is a social media management software that you definitely need to know about. MeetEdgar uses and reuses your best content to optimize post views. Edgar offers a categorized library with types of content. You can then schedule the type of content to post at the right time on the right social channel and Edgar will take over from there, week after week. Then Edgar stores the content for later use so he can share it after he runs out of material thereby optimizing post views.
Who Else is Using It: Neil Patel, DigitalMarketer, CopyHackers, Canva, ProBlogger, Foundr, and thousands of other users
What It Does: Like MeetEdgar, Sprout Social is a social media management software with features including a unified Smart Inbox, social CRM tools, advanced scheduling tools, social media monitoring, sophisticated analytics, and team collaboration tools.
Who Else is Using It: UPS, Ticketmaster, Stanford University, Bentley, Hyatt, Evernote, Grubhub, and 17,000 other users
What It Does: WeTransfer is a web-based file sharing service. It’s a really simple platform that only requires your recipient’s email address(es), your email address, and the files you are sending. You can send files as big as 2GB for free.
This is a great tool for quickly sharing files to schedule for social posts. Who Else is Using It: Enough users to send 10 billion transfers in 2016
What it Does: This is the go-to tool for scheduling Instagram posts. What stinks about scheduling Instagram posts is that because Instagram doesn’t share their API, auto-posting is not an option. With Iconosquare, however, you can schedule posts and get notifications when it’s time to post. Plus, the analytics are some of the best and most in-depth out there for the platform.Who Else is Using It: FourSquare, KemperSports, Krupp Group Public Relations
What It Does: CoSchedule is a social media management tool, but it’s also a very powerful collaborative calendar. You can organize all of your social media posts, content, events, and tasks in one place. Plus, the ReQueue feature finds optimal posting times and fills in the gaps in your social calendar with your best performing posts.Who Else is Using It: Convince & Convert, Borshoff, Foundation Recovery Systems, Florida Realtors
What It Does: Buffer is a handy tool for scheduling and publishing posts across multiple social platforms. It also features analytics and allows for multiple users to collaborate at once.Who Else is Using It: Fortune Magazine, Business Insider, About.com, Seattle Times, the Denver Broncos
What It Does: If you want to make quick and easy graphics but you’re not much of a graphic designer, this is the perfect tool for you. Canva is loaded with easy-to-use features and lets you create graphics with sizing for all the different social platforms.
Who Else is Using It: Over 10 million users
No matter what tools you decide to use to help manage your social media, make sure you take advantage of the many free tools out there. This is only the tip of the iceberg when it comes to helpful software!
In the age of SEO and social media marketing, one type of marketing still reigns supreme in terms of online conversions: email marketing. But email is so widely used by businesses that unless you know how to write a stellar email, your emails are likely to get lost in the overloaded inboxes of your prospects.
There’s nothing worse than managing to convince someone to give you their email address, carefully drafting a sales email and sending it only for you to check the stats and see a low open rate.
So here are 10 tips on how to avoid getting your email overlooked and make sales instead:
1. Use a sender name that’s familiar
Prior to even starting on the subject line, it’s important to consider what name will appear in a recipient’s inbox when they receive an email from you.
Because people are so wary of spam, even if you write an amazing subject line with amazing content, if your sender name comes up as a company name or your job title you won’t see a very good open rate. Instead, you want to use a sender name that’s more personable like your first name. If you feel your first name isn’t enough you can put your first name “from _____ company.” That way people get an idea of the email’s contents but it’s not like getting an email from a complete stranger.
2. Keep the subject lines short
Your subject line is one of the most important parts of the email. Think of it as the headline of your email— the few words that will convince a recipient whether or not to read the body of the email. With many people using email on their mobile devices these days, you need to consider that a long subject line will likely be cut off.
Reserve the longer sentences for the body of your email and focus on getting the main point across in the subject line. Try to limit it to no more than 70 characters.
3. Keep the subject line concise
Because your recipients are already flooded with emails everyday, your subject line needs to get right to the point of the email. You do want to entice the recipient, but if you’re too vague, they’ll likely skip right over your email.
For example, “We’ve got an offer for you!” sounds interesting but it is also vague. Think about how many other email marketers have offers for their recipients… it’s every single one of them!
What is the offer? Think specifically about how this email will benefit the recipient.
A better subject line than the example above would be “Seize the chance to win tickets to the #1 summer festival.” In this example, the topic of the email is clear and to the point. There’s no guessing games, and it’s still enticing to open.
4. Use personal language
Just like how you want to be personable in the sender field, you also want to make the rest of the email personal. Don’t talk about your subscribers list or use language referring to a group of people. Speak as if you’re having a one-on-one conversation.
Emails that include the first name of the recipient in the subject line have higher clickthrough rates than emails that don’t (The Science of Email Marketing, 2014).
This is just one way you can make the email more personal and stand out in the inbox. You can also personalize your emails by referring to specific locations either in the subject line or in the body of the email. For example, sending location-specific offers or deals.
No matter what you decide to do with the subject line, always use “you” or “your” in the body so it still sounds like you’re addressing the recipient directly.
5. Use action-oriented verbs
Your email marketing is essentially a series that should lead your recipient through a sales funnel to a call-to-action that eventually encourages them to buy. That’s why it’s best to use verbs that encourage the recipient to take action.
Subject lines that start with action verbs are more enticing because they instill excitement and engage the recipient in the present moment.
An example of a less actionable subject line might be: The circus comes to town
An improved, actionable subject line is: See the Greatest Show on Earth this weekend only
The second example uses “see” to give the reader an instant sense of what they can do, as opposed to the first example which sounds more like an objective news report.
Using actionable verbs throughout the body of the email is also more appealing as they maintain a vibe that encourages the recipient to take action.
6. Create a sense of urgency for more clicks
Phrases like “today only,” “right now,” “available until 5 p.m.,” or “1 day left” build a sense of urgency. It puts a deadline on the actionable verbs.
Subject lines that create a sense of urgency and exclusivity can give a 22% higher open rate (HubSpot, 2016).
Timing these urgent emails are great for clicks too. For example, sending an email on a Friday afternoon with a subject line “Where to get the best happy hour deals this evening” is very relevant to a recipient in that moment and is far more likely to be opened.
Don’t hold back with the language of urgency in the body as well. Reminding the recipient that they have limited time to take advantage of your offer will encourage more clicks.
7. A/B test your subject lines
Different subject lines will work for different businesses. That’s why it’s best to experiment a bit with which subject lines your email list is most receptive to.
A/B testing is a sure fire way to track with certainty which of your subject lines work best for your specific audience.
Figure out what your audience likes— do they like subject lines that include their name or just addresses them as “you”? Perhaps they prefer a line structured as a question. Continue to test your audience and tweak the subject lines until you find the ones that give you the best open rate.
8. Nurture your prospects before you sell
If a recipient gives you access to their inbox, you need to be considerate of that. It’s not an invitation for you to flood their inbox with sales copy. That will put you on the fast track to the junk mail folder.
You need to nurture your prospects until they’re ready to buy. Give your recipients a reason to trust you, become a source of information. If you’re friendly and helpful, your prospects are far more likely to become buyers. If you’re designing an email automation campaign, write three nurturing emails to send first, then two calls-to-action.
9. Make calls-to-action clear and direct
When you’re asking your recipients to take action, you only have a couple chances before they find it annoying you keep asking them to do something. It’s important to be very clear about what you’re wanting prospects to do.
Make it so easy for the recipient of the email to follow up that even the most technologically-challenged people could take action. Remind your readers why it’s in their best interest to buy and tell them directly what you want them to do next.
10. Insert multiple links in the body for calls-to-action
It makes it even easier for people to take you up on your call-to-action if you place multiple links to the same page within the body of the email. This will make it even more unmissable for your reader and super clear about the action they should take.
Don’t fall victim to the boring and forgettable email promotions. If you’re putting effort into email marketing, make sure that they’re personal, concise, and clear about the action you want them to take after you’ve established credibility with your recipients. With these tips, you will be sure to see more conversions out of the inbox!
In just the past year, we’ve seen some big changes to the popular social media channels that we know and love. Facebook came out with Facebook live, and more recently, Facebook stories. Twitter recently launched a live video feature, Instagram came out with live video and IG stories, and Snapchat came out with lens filters, stickers, and memories. Are you starting to notice a pattern here? It’s all about the visuals.
And for good reason, too. Humans are visual creatures. We’re incredibly better at remembering pictures than we are at remembering text. This is partially because reading is so inefficient for us. Our brain sees words as a lot of tiny pictures, and it takes time for our brain to read those words and then process them into images we can understand.
But when we see images, we process them so much faster. In fact, according to a study by Brain Rules, when people hear information, they’re likely to remember only 10% of that information three days later. But if a relevant image is paired with that same information, people retained 65% of the information three days later. So the phrase “a picture is worth a thousand words” is really not some kitschy, cliche phrase— it’s the truth.The fact is that we simply process images faster and more efficiently than we do text.
Source: Mammoth Infographics
So if you haven’t started using visuals in your marketing strategy yet, it’s time to evolve with the times. Last year, 37% of marketers said visual marketing was the most important form of content for their business, second only to blogging at 38% (Social Media Examiner, 2016). The hard truth is that if you aren’t using visuals in your marketing, you’re losing.
So here are some different visuals you can incorporate into your strategy, and how to best use them:
When writing a piece for your blog or some other form of content, splitting up the body of text with some relevant images is a good way to keep people engaged with what you’ve written. In fact, articles with images get 94% more views than those without, according to marketer Jeff Bullas. Keep in mind that people’s attention spans are shorter than ever and text-heavy content is more difficult to get through.
Images are also important to use on your social channels. Studies show that Facebook posts with images see 2.3 times more engagement than those without images (BuzzSumo, 2015) and tweets with images receive 150% more retweets than tweets without images (Buffer, 2016). Regardless of the social platforms you use, make sure you’re including relevant images on any posts you make.
You can get creative with your images too. These don’t just have to be your classic photo taken by an iPhone (although those work just fine). They can be memes, which are just images paired with humorous captions and widely embraced by Millennials. And it’s easy with tools like Meme Generator.
Or they can even be screenshots. Often, screenshots are a good way of visually explaining how something works— be that your product or service, how to sign up for something, etc. It also builds trust between you and the viewer. It makes them feel like they’re sitting right there with you looking at your computer screen and the internal workings of your business. You can even draw on screenshots and point out specific things in the image. Awesome Screenshot is a handy tool for this.
For the sake of not infringing on copyrights, but also to add your own branded touch, it’s best to use your own original images. There are tools out there like Canva which allow you to easily create unique and engaging images for free. You can also use good quality photos for free from photo-sharing sites like Flickr. But if you do use someone else’s image, be sure to credit them with the rights to the image.
Videos are steadily on the rise for the most effective form of marketing. By the year 2020, video marketing will make up 79% of global internet traffic (Tubular Insights, 2017). Videos are altogether more engaging, entertaining, and captivating to viewers.
And there are plenty of different types of videos you can create to amplify your brand voice and add extra value to your marketing:
Tutorial videos – 4x as many consumers would prefer to watch a video about a product than read about it (Animoto, 2015)
Animated voiceover videos
Whatever you choose to do, make sure your videos make sense with what you’re doing as a brand. A Moz study shows that posts with videos receive nearly 300% more inbound links. Just like with images, include videos in both your content marketing and social media marketing strategies.
More than 60% of marketers and small business owners said they plan to increase investment in video marketing in 2017 (Animoto, 2016). Make sure that you are one of those marketers.
As I mentioned in the beginning, all of the most popular social platforms seem to be updating to integrate the live video feature. You might ask: “Why live video and not just traditional pre-recorded video?” Well, live video is far more interactive. You get to engage with the person speaking in the video, right there in the moment. This is an incredible opportunity for marketers in every industry.
Facebook users spend three times more watching live videos than they do watching traditional videos (Animoto, 2016), and the equivalent of 110 years of live video is watched on Periscope, the Twitter-owned live video streaming app, every single day (Periscope, 2016).
Not only is live video more interactive, but it shows a sort of rawness and transparency that traditional video doesn’t. It makes the broadcaster seem considerably more human and accessible. And that, for viewers, makes brands much easier to connect with.
Infographics are an awesome tool for visually depicting complex statistics and data in a digestible and compelling way. Designing a good infographic does take a bit of skill, as the layout and design is crucial in making the content understandable to the viewer. But by combining the right colors, shapes, and fonts with the most important, accurate, and contextually relevant information, you can turn the most boring statistic into something exciting.
Bloggers in particular are a big fan of infographics. The best infographics are shared and circulated around the internet at a high rate, which means a lot of publicity for the brand that produces that infographic and heightened credibility for you.
You absolutely must include visuals in your marketing. Visual content hits the human brain faster and harder than any other form of content out there, leaving a greater residual impact on your brand. If you can create quality visual content that engages people and you promote it consistently, your brand is guaranteed to grow. Whether it’s images, videos, or infographics, start integrating more visual content in your content and social media marketing. It’s not a suggestion— it’s a must!
Last year, we shared tips on “How to Improve your Facebook Marketing.” We offered eight tips to really get your business moving on Facebook. Let’s review, shall we?
• Make a Facebook Business Page. Essential for your branding on social media and comes with great built-in analytics to measure the success of your Facebook marketing.
• Post 5 to 10 times weekly. A great frequency for keeping your audience engaged without wearing out your welcome on their newsfeeds.
• Include photos and links in your post. Visuals are more tempting to click-on, and links make good teasers.
• Keep most lines of text short. Shorter lines of text are more digestible than longer lines of text.
• Have a goal for every post. Each post you create should have intent. Text posts, link posts, and photo and video posts each yield different types of engagement.
• Have calls-to-action and contests. Motivate your audience to engage with your business, and simultaneously generate leads.
• Use Facebook data wisely. Keep your eyes on your Facebook Insights— often!
• Always continue to experiment. Social media is living and breathing. It changes quickly, just like people. Don’t be afraid to get creative and try something new!
Now that we’ve reviewed the tips from Part 1, are you ready for more?
Let’s talk about ways to further optimize your marketing on Facebook…
1. Provide unique and valuable content
This may seem obvious, but there are so many brands on Facebook using stale or recycled content that simply doesn’t appeal to their audience. You may feel pressured to just keep getting content out there so that your page doesn’t look inactive. But remember, that quality will always beat quantity.
Always keep your audience in mind when you create content. What will interest them? What will add value to their lives? What does your business offer that others don’t? If you can create real value for your audience, you not only establish yourself as an expert but you’re halfway through the sales process.
2. Use Audience Insights
Studying your Facebook Insights regularly is essential when it comes to finding which posts your audience best respond to. The Insights also provide valuable information about who your audience is. This helps you target your content and create formats that work best for the people who are already engaging.
Maybe your audience likes photo posts and doesn’t like text posts. That is data-led understanding of how to best engage your audience. Pay attention to the feedback you are getting on your page. This should serve as a measure for constantly optimizing your content.
3. Boost Posts
Facebook offers a really easy way to put your posts in front of a more targeted audience, and can show up higher in that audience’s feeds. This can increase reach by 50% or more.
But it’s also important to know which posts are boost-worthy because there is a small cost to boosting. Posts that promote a product or service offered by your business are obviously a good idea to boost. But also, posts that direct people to your website or promote a limited time campaign your business is running.
4. Email Acquisition from Newsfeeds
Many Facebook marketers will have call-to-actions all over their Facebook pages.
Contests and calls-to-action are great as custom tabs on your Facebook page, but it’s likely that many great leads out there aren’t ever going to see these tabs because they aren’t visiting your page. That’s why meeting the users where they spend the most time on Facebook— their newsfeeds —is optimal.
A program called ActionSprout allows you to reach Facebook users by offering a button to encourage direct action right on their newsfeed. Users can click a “Sign,” “Support,” or “Demand” button on your post and they will be redirected to a page to complete the action.
This is a fantastic piece of software to integrate into your Facebook marketing efforts because it so easily supplies calls-to-action!
So these are just a few tips to keep you going. But always keep in mind that Facebook, like all social media, is an ever-changing medium. Our social media marketing efforts should always be intended to direct users away from the source and to our website or blog. The purpose of social media marketing, when it all comes down to it, is to generate leads.
Keep experimenting on Facebook to see what works for you. You will never know what works best until you try! But until then, we’ll be here to offer a helping hand with your social media marketing success.
You may remember last year when we published “How to Improve your Twitter Marketing (Part 1).” After a year of advancement in social media marketing, we’re back again with another five tips for you to best market your business on Twitter.
Experiment with Twitter ads. Similar to Facebook ads, Twitter can promote tweets with your goals, specific audiences, and budget in mind. You can select the goal of driving more traffic to your website, increasing followers, increasing tweet engagements, or increasing brand awareness. These ads can be targeted as broadly as geographical location to as specific as audience behaviors.
There is much to be tinkered with in establishing your audience. Much of social media advertising is really trial and error to find what best works for the people you are trying to reach. So get experimenting, and when your ad campaign is over, be sure to review the results so you can improve for next time!
Make lead generation cards. Did you know Twitter could do this? Twitter has a service to set up a lead card that allows you to capture email addresses and the corresponding Twitter account with a simple click from Twitter users. These are great to use in accordance with specials and deals, and will systematically increase your leads.
Don’t be afraid to share content multiple times. On different social media platforms such as Facebook, this is more often than not a “no-no.” But Twitter is different — the timeline on Twitter is a live streaming feed that does not necessarily boost things you will most likely be interested in. Not everyone is on Twitter at the same time, and most will not seek out your profile if they’ve missed a tweet of yours. So tweeting the same content multiple times will drive more engagement than if you tweet it just once. You can also use it as an opportunity to experiment with different text or images when you’re sharing for a second, third, or more times.
Check Twitter chats. This is a great feature of Twitter because the people using it are actively interacting. There are a wealth of different topics within Twitter chats and those topics related to your industry are likely to contain good business opportunities like generating leads, building relationships, and establishing yourself in the industry.
Plan ahead, create a schedule. It’s best to plan at least two to three weeks ahead in the Twitter world, particularly surrounding holidays and special events. It can also get difficult to constantly stay on top of Twitter from day to day. Planning ahead will free your time up to follow live trends and focus on generating leads.
We hope these tips were helpful! Remember, you always want your Twitter to be used as a vehicle to direct audiences to your original website or email content. Bare this in mind when you set your goals and strategize.
In “How to Improve Your LinkedIn Marketing Part 1,” we offered five tips for making the most out of LinkedIn. Let’s quickly review those tips:
● Connect with everyone: The more connections, the more opportunities
● Add your company profile: Establish your actual business on LinkedIn, not just on your personal profile
● Publish an article once a month: Establish yourself as an industry expert, build rapport and stay relevant
● Endorse others: Support others professionally because the more you give, the more you get in return
● Join targeted groups: Join niche networks within LinkedIn to spread your message faster and make more efficient connections
So now that the “Part 1” tips are fresh in your mind, let’s move onto to some more tips that will get you to make the most out of your LinkedIn…
1. Perfect the Summary Section of Your Own Profile: This section tends to be overlooked. If you know that many people prefer to go to LinkedIn rather than your website, you will understand how important it is to be pitching your best within the LinkedIn summary. You only get 2,000 characters in this section so it’s important to speak directly and persuasively to your audience. It’s recommended to speak in first person, use complete sentences, and at the end of the summary section include your contact information. Sure, it’s available to them elsewhere on your profile, but why not make it even easier for them to contact you?
2. Beef Up Your Company Profile: Add a photo! The default icon is boring and discouraging for viewers. Add lots of links — to your blog, to your website, to your social media accounts. Don’t be that company that’s only known on LinkedIn. Get the branded URL. During editing, you can change the URL from a combination of numbers and letters to something more on-brand and easy for people to remember.
3. Answer Questions, Ask Questions: A really useful and underused feature of LinkedIn is the Question & Answer. Similarly to publishing articles, answering questions thoughtfully establishes your expertise and increases your visibility. Users are drawn to those who are able to provide the best answers within online communities. There’s even a rating system on LinkedIn like on other online forums to highlight the best answers. Make a point to sit down and answer some industry-related questions once a week.
Inversely, it’s also beneficial to ask good questions on LinkedIn. This will not only yield good answers, but good connections.
4. Make Use of the Introduction Feature: Did you know that your 1st-degree connections on LinkedIn can introduce you to their 1st-degree connections? This is a great tool for seeking prospects for sales. By requesting an introduction from one of your connections, that person can set up a message introducing the two of you. And voila! — a prospect connected!
5. Make Use of the Recommendation Feature: Did you know that you can write recommendations for your connections and also request recommendations? By going to a connection’s page, clicking the “Send a Message” drop-down menu, and selecting “Recommendation,” you can write a nice message about that connection that will appear on their page. We highly recommend this recommend feature because they set connections significantly apart from their competition, and writing the connections builds rapport between you and that connection.
Not to mention, it motivates connections to write recommendations for you as well. You gotta give some to get some! But don’t be shy in requesting a recommendation from someone if you know their words would look attractive on your page.
Make the most of your LinkedIn! As we said in Part 1, you want to limit yourself to three social media sites to really focus your marketing efforts. LinkedIn should definitely be one of the three. Your efforts on LinkedIn will drive meaningful connections and yield prospects that would take you much longer to get offline or through any other social media site. For more information about features on LinkedIn, check out the LinkedIn help page: https://www.linkedin.com/help/linkedin
Surely by now, you’re familiar with the advertisements that pop up on your Facebook Newsfeed. They can appear on the right hand side or within the actual feed while you’re scrolling. Some of these ads can seem targeted specifically, sometimes too specifically, for you. If you’ve experienced this before, you have experienced the magic of Facebook ads.
More and more businesses are moving away from traditional advertising channels to advertising on Facebook. But why? Because it works! Facebook ads are able to target audiences that no other medium can – not even Google!
Yes, it’s true, not even the almighty Google has the targeting power that Facebook has.
The truth of the matter is that with Google, you can only advertise to the people who search for keywords related to your product. That’s a pretty limited audience and there are a limited number of keywords that you can use for any product. Then, when you take into account that your competitors will also bid on these limited keywords, Google Adwords can get pretty pricey.
Do you really want to be pouring money into a bidding war on an already limited audience? Maybe not.
Here’s where Facebook is different than Google: It doesn’t matter what your users are searching, all that matters is who your customers are. Rather than targeting web users with keywords, you’re targeting real people with jobs, interests, and personalities.
The Custom Audiences feature on Facebook allows you to target or retarget a very specific niche of users. This laser-focused type of advertising has proven so successful that even B2B companies are finding Facebook ads useful.
It’s fairly simple to create your own Facebook ad. You can go to Settings in your Facebook account and then ‘Facebook Ads Manager.’ First, it will ask you what your objective is. Do you want to promote your Page? Send people to your website? Increase conversions on your website? Raise attendance at your event? Reach people near your business? There are 12 different objectives you can choose from.
Once you’ve selected an objective, it will prompt you to name your ad campaign and fill in some basic information. Then you can start defining your audience. After selecting the basic demographics of your audience — locations, age range, gender, and
languages spoken — you’ll move onto the detailed targeting where you can select specific demographics, interests, or behaviors or your audience. This is where you can get creative! You might be surprised how specific you can get, and just how much of an audience each of these specifications has.
For example, if you wanted to target an audience that buys eco-friendly and environmentally-conscious products, you could do so by entering the drop down menu and selecting Behaviors > Purchase behavior > Buyer Profile > Green Living. This specification on its own yields a Facebook target audience of over 33 million people. Not, bad huh? You can also add Connections, or people who have a specific kind of connection to your Page, app, or event.
Once you have specified your audience, a little meter on the right hand side will tell you whether your audience is broad or narrow, and about how many potential users your ad will reach. All that’s left to do is to select ad placement (it’s recommended to set this on “automatic”) and set your budget and schedule. You can set a daily or lifetime budget, and you can make your ad run continuously or have a start or end date.
Once you’ve done all that, you create the Facebook ad, place the order, and you’re good to go! Facebook makes tracking your ad’s success easy, allowing you to customize the notifications you receive. So give it a try and watch your conversions grow! If this seems daunting or you simply don’t have the time, contact us and we can help connect your business to the rest of the world using Facebook Ads.
It’s important now more than ever to visualize your company as a virtual space rather than just a physical space. The world of online modern marketing may seem daunting to some – especially those who have grown comfortable with the good old-fashioned paper and telephone methods of marketing. Fortunately, we have some tips to help immerse your business in the digital world!
1. Set up a presentable and practical website
A business’s website is like a virtual shop window. When people search for services and products online, much like in person, they search for something that will allow them to have the easiest and most pleasant experience possible. Thus it’s important to have an organized, good-looking website.
It should be easy to navigate and provide potential customers with all the information they need to know. Quickly, a potential customer will move on to another business if they find it too difficult to find the information they are seeking.
Don’t have any idea how to build a website? Do not fret. There are many businesses you can hire to design your website and to customize it to your needs.
2. Sell products and services directly online
While an organized and informative website is key, customers still may be too discouraged to proceed with using your business if they cannot order the products or services they want directly from your website. While you may think that asking a potential customer to view your website and then pick up the phone to call you is not a big deal, it’s actually still more effort than is necessary for your potential customer.
If you have provided enough information for the potential customer to understand your products or services and they have an idea of what they want, why not just eliminate the extra step of using the phone? Ordering online is far more convenient when you know what you want. It also requires less time from the business because they don’t have to spend so much time on the phone with customers!
3. Engage customers via social media
Part of what makes the internet so amazing is that you can connect with so many people in such a revolutionary way. So why not take advantage of this resource of connectivity? Building a network can be a great way to build your customer base.
If you are mostly involved with business-to-business sales, then LinkedIn is the place to be. This is a social network of professionals and allows you to keep in close touch with clients and associates.
If you are doing more B2C, then Facebook is a great starting point. Facebook is helpful for reaching out to potential customers – especially with the use of Facebook Ads.
Engaging people on any social media platform is key to building relationships and creating an image. If someone “Likes” your Facebook page, you can “Like” their page. Showing any sort of presence on social media at all also alerts Google that you are an active business and you will be rewarded in the Google algorithim by appearing closer to the top of relevant searches.
4. Tap into mobile efficiency and loyalty
With more than two-thirds of all Americans owning a smart phone, it’s a good idea to get on board with the mobile trend. Many businesses are now creating their own apps in order to build a customer base. Not only do these apps make it easier for customers to order products and services, but it also creates brand loyalty. If your customers have put in the effort to download your app—that is a notable level of loyalty! This also creates value for your business because you can more easily track these customers who have downloaded your app.
5. Create more valuable customer data
In this new age, tracking consumer behavior has never been so easy. When you have an online presence with a website with orderable products and services, active social media pages, and mobile accessibility – you are able to access a wealth of data on marketing and sales. This information is crucial to growing your sales. With an online presence you can determine who is buying your products, where these customers are located, how they found you, what time they ordered your product, what platform they ordered your product on, and so many other interesting and helpful information. How convenient that websites and social media have their own built in trackers for you to collect this data?! And you can always further make use of this tool by submitting customer surveys.
Growing your knowledge of the online world is important to understanding how to improve your marketing. We hope these tips were helpful!
Mmm, cookies. Delicious, right? But I’m not talking about the kind the Girl Scouts sell. I mean the Internet kind. But what are Internet cookies? We hear them referred to often, especially when browsing.
An internet cookie is actually just a tracking device that stores information. When you visit a website, a small text file with an unique ID tag is saved to your computer and the website saves its own copy. This file can store various information — like which pages you visited on a site or how long you spent on a certain page. When you revisit the site, it can recognize you by matching up your ID tag in the database.
As long as a computer user’s cookies are enabled (there’s an option to turn them off), and the computer user fills out a form when they visit your site, a cookie will be created. Cookies are only created when a visitor fills out a form on the site — not if they just visit the site. Many people opt to disable their cookies so that sites cannot track them.
Now that you know what a cookie is, you can begin to understand why they are an enormous asset to businesses. They are able to pull useful marketing data in an unprecedented fashion.
First of all, they can tell you how a visitor found you — a digital “How did you hear about us?” Survey that’s completely automatic. As any good marketer knows, lead tracking is imperative in effectively growing your business. So a cookie will tell you how a visitor arrived to your site — whether it was organic, a paid search, or a referral from another website. Once you know how your visitors find you, you can find more of them.
Cookies can also tell you how many pages, and what pages, a visitor has viewed. This is important because by observing visitor patterns, you can determine who’s a serious lead. The more pages a customer visits, the hotter of a lead they are. Even better if the customer visits the site numerous times, which a cookie can also track.
Perhaps one of the best uses of cookies is that they can notify you when a visitor is on your site. How cool is that? They can let you know a potential customer is thinking of you right then! You can use this information to reach out to the person, since your business is already on your mind in that very moment.
There are many analytic tools you can use to track cookies: Google Analytics, Hubspot, Facebook Insights, Twitalyzer, ClickTale, Compete. No matter the analytic tool you decide to use, you should definitely take advantage of what cookies have to offer! When used to their fullest extent, they can work wonders for your business on the web.
We all struggle from time to time with keeping an audience engaged, particularly when it comes to the Internet. There is such a vast amount of content on the Internet that you really have to produce something uniquely enticing in order to cut through the clutter. This can be very challenging. And because your relevance depends on regular activity on your social media sites, it’s even more imperative that you learn how to consistently create quality content. Here are some tips:
Create Original Content
One of the best ways to distinguish yourself in your industry is by creating something original. This means offering a new and fresh perspective and not dishing up the same ideas that have already been written.
Originality is not only important in terms of branding but also Google searches. The Google algorithm will lower the ranking for pages with content that’s simply copied. So be creative!
Pull Them in with a Good Headline
Journalism 101 will teach you that the headline is more important than the content itself. According to Copyblogger, 80% of people will read your headline but only 20% will actually go on to read your content!
On the Internet where there is endless content to access, you only have a few seconds to pull a reader in as they are scrolling down an endless stack of content. People will only read something that sparks their interest. So you have to make that headline a grabber! Phrases that make the content sound like need-to-know information are best.
Ask yourself: What sort of title would make you want to read a piece?
Cut out the fluff
No one really wants to read the extra embellishments that add body to a story– especially when there is already so much out there to capture their attention. People want to get right into the good stuff that drew them in the first place. So cut to the chase, keep it brief and to the point.
Keep it Accurate, Keep it Credible
Nothing ruins a blog faster than discovering inaccuracies. So when you cite facts, be sure to include credible sources. Consider where you’re getting your information and, after you determine it’s a credible source, you can include the link directly in your writing. This not only provides an opportunity to boost your authority on the subject matter but it also helps Google figure out how to better categorize your content in searches.
Make Your Readers Think
After reading your headline and deciding to read your content, the reader will decide within the first few sentences whether or not they want to continue reading. You must explain in your introduction why they should care and what the reader should expect to read in your piece. Be up front and be creative.
Telling stories is a great way to tie your content together and keep your readers engaged. If a reader finishes your piece with new thoughts or questions in mind, you have done a fantastic job.
Make it Practical
While reading an article by an expert is an engaging act in itself, it’s difficult to take advice unless you understand how to use it. After you have introduced an idea, be sure to provide examples so that the reader has a better idea of how they can apply your advice. After all, your goal in writing is to help others accomplish something.
Deliver Answers… and Quickly!
The reason someone clicks on your article is generally not to just hear your musings. You’ve sold them with your headline and now they want to know what else you’re selling. Don’t beat around the bush or they will be gone in the click of a button. Be direct. Provide answers. Give your reader a reason to believe you know what you’re talking about.
Add Imagery and Videos
Supplementing text with a visual is an excellent way to better illustrate your point. Plus, many people are more stimulated by visuals. The social media app Instagram surpassed 50 million users in one year (the fastest growing media platform in history) due to its unique nature of an all-visual type of social media. People are simply drawn to photos and videos. So why not use that to your advantage?
Ask Your Readers
Sometimes the best way to find out what will interest your readers is just to ask them. Getting their feedback will not only help you generate ideas but you will also build rapport with your readers giving them the impression that you are easily accessible and helpful.
Examine Your Stats
The great thing about social media is that most platforms come with built-in metrics that help you gain insight into your viewership. Looking at page views, clicks, comments and shares can help you reflect on what your readers enjoyed the most and the least. By looking at your landing page and outgoing traffic, you can see what kind of topics and searches people used to get to and from your page. All of this information can help to define your future content.
Remember, a lot of content writing is about trial and error. It is important to try many different things and see what works and what doesn’t — and when and why. The more regularly you post, the more you will learn.
Twitter is a great marketing tool when used with the right techniques. Some struggle to understand the benefits of Twitter, saying 140 character isn’t enough to get your message across. But the truth is there are 304 million monthly active Twitter users and you can directly interact with your marketing audience on this platform. For those of you who aren’t so keen on the Twitter lingo, use this for reference:
@handle – the @ symbol followed by a Twitter handle is used when mentioning or “Tweeting at” somebody.
DM – short for direct message. This allows you to send a private message to a person you’re following.
Following/Follower – someone who subscribes to receive your updates.
Hashtags – the # symbol followed by a word or phrase which organizes your updates for Twitter search engines.
Retweet – abbreviated RT, is the equivalent of sharing. You’re tweeting a Tweet already posted by another user.
Tweet – the updates you post to Twitter in 140 characters or less.
Now with these terms in mind, here are some tips to help up your Tweeting game:
Follow and regularly interact with your industry experts and influencers. Just as you do in face-to-face networking, you want to build relationships with those important names in your industry. When you follow these people and businesses on Twitter, you are establishing your brand. Interacting with them on Twitter by Retweeting, mentioning, “favoriting” Tweets, or sending them a direct message builds important relationships. Better yet, you’re helping them and they’re more inclined to help you.
Tweet regularly. Staying relevant and at the top of mind as a business on Twitter means maintaining an active and breathing profile. Tweeting just once a week or once a month isn’t going to cut it. This platform moves so quickly that what is trending changes from day to day. So in order for you to not only be remembered but grow your following, make it a habit to Tweet daily. Not only do you want to Tweet daily, but you also want to Retweet and Favorite tweets so that you’re getting noticed and being a part of the relevant activity.
Use images and videos. Visuals increase clicks on Twitter. Including images and videos also makes your Twitter more interesting and people will more likely keep you in mind, and get you more Retweets and favorites.
Offer special deals and discounts to your Twitter followers. Promoting offers such as “the next 25 followers to retweet this will receive a 25% off coupon” will get your Twitter abuzz. This sort of strategy can be used in tandem with other social media sites, having those sites direct more traffic to your Twitter page.
Track your mentions and respond when appropriate. Twitter is a great way to bring customer service to the forefront of marketing. When people mention your business on Twitter, be sure that you’re keeping tabs on what’s being said about you. If someone mentions you with a compliment, you can thank them and engage with them further. If someone mentions with a complaint, you can address their complaint and see if you can resolve their issue. If people see that you handle customers on Twitter well, they’re more likely to keep up with you.
These are just a few suggestions to improve your marketing on Twitter. As your following grows, these tactics will continue to facilitate good marketing techniques. Remember that while a good Twitter presence is important, you ultimately want your Twitter to direct people to original content on your website. Posting teasers and links to entice people to read your content is the means to the ends of increasing your SEO (Search Engine Optimization) ratings.
Laura DeVries, the director of communication and marketing for a St. Louis office, had an opportunity. During her 19 years of marketing experience, she recognized that small businesses and entrepreneurs needed marketing help in order to focus their attention on what they did best.
On the verge of transferring to another company, Laura instead decided to start her own business, CommCore Marketing.
Even though the timing was right and the opportunity was ideal, she had a problem. “My biggest obstacle was myself. I feared taking the plunge and failing,” she says.
Her scary moments built up fast when she became responsible for all aspects of her business. “Too many things were coming all at once and I struggled most with the technical side of running a business.”
Not willing to quit, Laura sought advice from small business owners she knew and respected. She asked questions. She asked for referrals and introductions. “Everyone was friendly, helpful and happy to offer guidance.” Laura advises anyone in a similar situation to reach out to their professional network.
Whenever doubts and fears roll in—what if the phone doesn’t ring?—Laura reaches out to her contacts again. “Take a step back and realize it’s going to fix itself, but you must be patient,” Laura says, while admitting patience can be tough some days. “Making it happen also requires setting realistic goals and being accountable to yourself.”
Working strange hours in order to spend time with the family is a great satisfaction. It’s rewarding to be in charge of her life, her business and her success.
Laura knew she was making a positive impact when she overheard one client tell a potential client that she now sleeps better through Laura’s help.
“Knowing that I’ve made that much difference for someone makes it all worthwhile.”
Ready to Get Something Started?
MOSourceLink has a network of more than 400 Resource Partners, nonprofit organizations ready to help you start, grow and scale your business. Start with our Resource Navigator to find help near you. Still stumped? Give us a call and we’ll connect you with the right resource, right now.
Post provided by Kris Edens, a copywriting and blogging resource for small business. She resides in Festus and enjoys networking, writing and the entrepreneurial community.
There is no doubt about it: We are a high tech society. With the avalanche of technological innovations in the past 20 years, we now prioritize connectivity through instant access and mobility. We have gone from simply marveling at dial up internet on our desktop computers to grumbling and groaning with impatience when the 4G on our smart phone is taking too long to load a web page.
With 60 percent of online browsing now done on mobile devices, to remain relevant, businesses must adapt with this mobile marketing trend. This means not only having an interactive website, but a mobile-friendly website. As of April 2015, Google has changed its algorithm to prioritize websites that are better to view on mobile devices– with larger text, links that are easy to click, and “responsive design” that changes their look depending on the size of the screen.
Websites that aren’t so mobile-friendly are penalized in the rankings, and are therefore pushed down in the list of Google searches. This means businesses both large and small must become more mobile friendly to be successful!
Here are the top five tips for marketing to the mobile audience…
As mentioned above, unless you want to be deemed less relevant by Google, it’s time to make your web content more mobile friendly. You need to create ads that are compatible with all screen sizes and screen resolutions.
Create Quality Content
Similar to creating content that uniquely positions yourself online, you want to create content that immediately attracts users. With a smaller screen, you need precise, on target material that is compelling enough for the reader to remain interested in what you’re offering. Keep in mind that mobile users have a shorter attention span and will move very quickly on to another page unless what they’re reading is actually interesting.
Use a headliner that’s inviting to the reader and gives them an immediate idea of your business and products or services. Mobile users are wary of ads and therefore will lose interest unless you are both to-the-point and compelling.
Because it is so easy to interact with more users using mobile social media, it’s not a bad idea to let down some of your rigid professional vibe and get personal with your audience. Creating a Facebook page for your business, showcasing your products and/or services, inviting users to review, and asking for feedback will build trust between you and your users.
As any good businessperson would do, you will want to answer customer enquiries in a timely manner and treat them with respect. This will build good relationships between you and your audience and will reflect well very quickly on your business.
Stay in Touch
Maintaining the good relationship between you and your market means staying in touch with your mobile customers. Otherwise, your customers may forget about you and move on to something else.
A powerful tool for mobile marketing is SMS (Short Message Service Marketing) – you can send your users interesting offers preceded by a personal greeting. With the opportunity for these users to opt in to these offers, you can be sure that they are actually interested in what your business has to offer. Additionally, creating a community forum where these users can interact with you and each other builds even more opportunity for you to do business.
Reward Your Regulars!
When you’ve established an interactive community of customers, you can reward their engagement by providing special offers from time to time. Examples of this include offers to customers who “like,” share, or tweet information about you on your various social media platforms. Not only does it make users feel special, but it keeps their eyes peeled for more offers in the future.
Get engaged with your mobile market today! For assistance in getting started or continuing mobile marketing efforts, you can contact Laura today!