digital marketing

Staying with the Times in Social Media & Digital Marketing

Working in social media marketing, there is something new to learn every day. A new algorithm to adjust your strategy to, a new platform to try, or even a new way to distribute your content.

 

It’s important for all business owners, or at least those who run your social media, to keep up with what is going on in the social media/digital marketing world. If not, you’ll be doing things that no longer work or using outdated strategies that could lead your efforts to produce little or no results.

 

There are marketing professionals who think they know it all and fail to keep up with the newest changes. I’ve seen examples on most platforms. Let me clarify, we’re not all perfect and sometimes it will take a few weeks to adjust things to the newest changes, but ignoring them outright is never the thing to do. Here are three examples I have seen in the past week:

  • Hashtags on Facebook. These are no longer relevant folks. Yes, use them as funny sidenotes – I do that all the time on my personal profile, but according to a report from BuzzSumo last year, which analyzed more than a billion Facebook posts from over 30 million brand Pages,  Facebook posts without hashtags generated more reach than those with tags added.
  • Share contests on Facebook. Facebook updated their contest rules a couple years ago, allowing pages to use likes and comments as means of entry, but not shares. I see “Like and Share” contests all.the.time. While you have a greater chance of winning the lottery than getting your page suspended or deleted by Facebook for this, ignoring the rules is never a good business practice. Do not trust any marketing professional that says it’s okay to do this. For examples of illegal and legal contests, click here.
  • Robo-commenting on Instagram. Yes, yes, yes I know there are programs that do this for you but some just do not make sense. Example – I post a Monday Marketing Tip every Monday on my business Instagram account. The most recent one had a comment that said “Cute pic!”. Totally random. I will get random comments that have nothing to do with the image all the time. I understand not having time to engage (if you don’t, then just don’t do it), but using robo-comments is the quickest way to having your account reported as spam.

 

I’m sure you are asking yourself just how you are supposed to keep up with it all – where do I find this information? When do I make the time? Here are my top four suggestions, and I do not suggest just anyone!

 

Top Resources to Stay in the Social Media/Digital Marketing Loop

 

Scott Monty’s Full Monty

Every week Scott Monty emails out an amazing round-up of top articles from marketing/pr-sphere. You can even check out his Flipboard for the links that didn’t make the cut. You can subscribe here.

 

Mark Schaefer’s {grow} blog

Full disclosure – Mark is a personal friend, business mentor, and I do some work for him. He is a wealth of knowledge and if you spend just 10 minutes with him you’ll walk away leagues smarter. His blog, published four times each week, will prompt you to think and give you actionable items you can use. Subscribe here.

 

Sprout Insights Blog

As a member of their All-Star Influencer program, I love to share this one! I’ve followed this blog since I began my business. It is full of social media 101’s, data and metrics, and great commentary and case studies to help your business.

 

Social Media Examiner

I feel like this one has to be here. It’s where I started reading when I started my social media marketing journey eons ago. This is great for those seeking basic to mid-level social media marketing knowledge. Subscribe here.

 

Top Business Publications to Read

 

Entrepreneur

Harvard Business Review (you are limited to 4 free articles/month without a subscription)

Inc.

 

All of these can be saved to your favorite reader on your tablet or smartphone to read later – just make sure to read them! If you have someone handling your social media/digital marketing for you, pass this list on to them to make sure they are using the latest strategies for your business. You do not want to be using 2015 strategies in 2017. Trust me, they’ve changed.

 

 

Bringing Creatives Together with Influencer Marketing

Bringing Creatives Together with Influencer Marketing

Influencer marketing is one of those buzzwords that has been floating around for a few years but has really gotten hot in the past 12-18 months.

 

Everyone has this innate craving to be known – to be considered an influencer in their industry, whether it be interior design, cooking, art, or even… social media marketing (yes, I’m calling myself out on that one). Being an influencer is one thing, working with influencers to help promote your business is another.

 

You don’t have to me some mega-company like Chanel or McDonald’s to use influencers, likewise you don’t have to use big celebrity names either. Find those who are passionate about your brand/company who have a good-sized following (it doesn’t have to be a million followers) and start there.

 

When I attended the 2017 Southern C Summit, James Nord of Fohr Card spoke on this topic, which is something his company specializes in – bringing creatives (read: influencers) together.

 

James talked about how traditional digital media is trending towards obsolescence. Consumers are expecting more. They want to be inspired.

 

Take a look at Instagram, for example. Think back and look at how the posts have changed over the past 2-3 years. You see more creative posts involving more people. Companies are sharing more user-generated content. Brands are featuring their most passionate fans, or as Mark Schaefer calls them, your alpha audience. You see accounts with Instagram take-overs from industry influencers.

 

Enlisting these influencers, or creatives, is often driven by passion, not profit. The influencers doing these campaigns and posts for these brands/companies, are not doing it for the money (well, maybe a few are) – they are doing it because they love that brand.

 

Example: me and Sprout Social. I have been a loyal Sprout Social customer since 2012. Actually, more like a raving, passionate fan/customer. I could go on and on about why I love and continue to use their program when, honestly, there are less expensive ones out there. Sprout saw my passion for their company and invited me to be a part of their inaugural All-Star Influencer Program. I do not get paid for it. Yes, I’m asked to post about them a few times a month, which I was doing anyway, but in return for being that passionate customer, I’ve been featured on their Sprout Insights blog, gotten some awesome swag, and even had one of my largest consulting clients referred to me. I do not have a million followers. I do not live in Los Angeles or New York. I’m just a passionate, committed customer who has a good-sized following.

 

In his talk at the Summit, James Ford shared with us lessons learned from his Drink with James video series (which I highly recommend)…

15 Influencer Marketing Items to Consider

 

1. Why are people following you?

You or your client must be doing something right if you have a continual growth of your community. If people are following you, you have to deliver great content.

 

2. Have a business mindset.

If you are wanting to grow your following (or your client’s), you have to think about it everyday – it will be like a part-time job. It’s intentional, much like knowing why you are using social media in the first place.

 

3. Invest in your business.

Make sure you have the right products, equipment, education. Continually be growing as a leader in your industry.

 

4. Be consistent.

Your social feed is your landing page (think Instagram). People who visit your accounts need to know what to expect. This same principle applies to branding. All accounts need to flow across each other.

 

5. Differentiation

You have to be yourself, but you also have to be different. What makes you better than your competitor? What can you deliver that they cannot?

 

6. Build relationships

Influencers for your brand are not built overnight. They are cultivated through a relationship. This is very important. In fact, building a relationship with all of your followers (as a whole) is important. They are your reason why you have anyone looking at your social posts anyway.

 

7. Figure out what it’s worth

If you want to be an influencer, figure out what you should charge. If you are looking to use an influencer in a campaign, figure out what they charge and what you’re willing to pay (cash, trade, free product). A model James gave in his talk, for example with Instagram, take your following, divide it by 1,000 and then multiple it by 10. But also think about the niche. Real life example, @memarketingservices has 1,224 followers. Divide that by 1,000 and that equals 1.22, then multiply by 10 and I could charge $12.24 per post to a company who wanted me as an influencer. For Twitter, it’s the same formula, but you divide by 10,000.

 

8. Work the negotiation

Not all influencers want to be paid. Shocking, I know. Some actually do it simply for the exposure. And that can be big.

 

9. Cold emailing

The thought of cold-calling sends chills down my spine, but cold emailing isn’t as bad. If you are going to cold email a person or brand about an influencer campaign, do your homework first about them and have a great pitch.

 

10. Know how to have your photos taken

James suggested the subject have some alcohol first so they’ll relax, but I’m not going to advocate for that. You do what you think is best. However, whether you are the influencer or you are working on an influencer campaign, having the right photo is key. Work with a photographer – educate yourself – look at other posts for inspiration (but do NOT copy).

 

11. Know the FTC rules.

If you are an influencer for a company or you are working with one, you MUST disclose the relationship. If not, there could be legal ramifications for all parties involved. You can also use a hashtag to disclose such as #brandnamepartner.

 

12. Do NOT, and I repeat, DO NOT buy followers

Not only is this a Terms of Service violation on EVERY platform, Instagram is working on a ratings tool, much like the Twitter ones floating about.

 

13. Know your growth rates and what to look for

You want to make sure you are getting positive ROI (return on investment) on your influencer campaign. Below are some benchmarks to look for.

 

14. Speak outside your niche (go off-brand)

There are certain times and places to go off-brand. You want to stay consistent, but there will be times it’s okay to stray off the path for variety sake. Just make sure it’s relevant.

 

15. Look ahead

Once this campaign is done, where do you go next? Was this a good experience? Would you do it again? Constantly be planning for what’s coming.

 

Still considering influencer use? Here are some statistics to consider:

 

  • Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing. (source)
  • Twitter users now trust influencers as much as they trust their friends.
  • Influencer Marketing is more effective than advertising since 47% of online customers use ad block technology.
  • 73% of Millennials see it as their responsibility to guide friends, peers, and family toward smart purchase decisions. (source)

 

Have you thought about using influencers for your company/brand or have you been tapped as an influencer yourself for a company? We’d love to hear how that experience went. Share below in the comments!

 

 

 

26 Social Media Statistics to Back Up Your Strategy

26 Social Media Statistics to Back Up Your Strategy

“Social media is not just a spoke on the wheel of marketing. It’s becoming the way entire bicycles are built.” – Ryan Lilly

 

I came across the above quote and thought it to be a great illustration of how social media has molded itself into a business’ marketing strategy. Yes, social media is taking over marketing. And the world.

 

Of course any good marketing strategy is built with statistics and data behind it – behaviors, interests, patterns, demographics, etc., and any good marketing strategist will make sure said strategy truly has the measurable data to back it up.

 

Being a fan of data and statistics, I love finding different bits of information among the common data we social marketing professionals regularly use. Some bits are eye-opening, some are really odd. Some make you sit and really evaluate what your actual usage behavior is, while some just make you laugh. Below are 27 social media statistics I have found while doing client research and putting together my weekly Marketing Fact Friday series (which you can follow on my Instagram account). If you want to dig deeper, I’ve linked the source for you.

 

Social Media Usage

  • Generation X (ages 35-49) spends the most time on social media: almost 7 hours per week versus Millennials, who come in second, spending just over 6 hours per week. (Nielsen)
  • Almost 80% of time spent on social media platforms happens on mobile. (MarketingLand)
  • 81% of millennials check Twitter at least once per day. (Pew Research Center)
  • Nearly half (43%) of weekly Facebook activity and a third (33%) of weekly Twitter activity occurred on Sundays. (Nielsen)
  • The number of active social media users worldwide is 2.78 billion, out of the world’s population of 7.47 billion. (we are social)
  • Smartphones accounted for 78% of adults, ages 18-34, total weekly social minutes. (Nielsen)
  • Adults ages 50+ spent 64% more time on social media in 2016 than in 2015. (Nielsen)
  • 85% of people rely on Twitter and Facebook for their morning news. (Byte of Data)

 

Social Media + TV

  • There were 11.8 million TV-related interactions on Facebook from 5.9 million people on average each day this fall. (Nielsen)
  • On an average day, 42% of those interacting with TV on Facebook are Generation X, 40% are Millennials, and the remaining 18% are Baby Boomers. (Nielsen)
  • 81% of engagement with TV-related Tweets comes organically from the audience. (Nielsen)
  • 57% of people who used their tablet while watching television said they visited Facebook while doing so, compared with 24% who said they visited Twitter. On smartphones, those numbers were 58% and 20%, respectively. (Nielsen)

 

Social Media + Business

  • More than 2 million advertisers regularly use Facebook to market their business. (Hootsuite)
  • While 64 percent of marketers have a Snapchat account, only 67 percent of those accounts are active. (L2)
  • 59% of Americans with social media accounts think that customer service through social media has made it easier to get questions answered and issues resolved. (Hootsuite)
  • 13% of heavy social media users clicked on an advertisement within the last 30 days. (Nielsen)
  • 30% of heavy social media users think it’s very or somewhat important to engage with social media in order to show support of their favorite companies or brands. (Nielsen)
  • 93% of Pinterest users use the platform to plan or make purchases. (Pinterest)

 

Social Media Content

  • Tweets with images received 150% more retweets than tweets without images. (HubSpot)
  • When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (Brain Rules)
  • 62% of B2B marketers rated videos as an effective content marketing tactic in 2016. (Content Marketing Institute)
  • Cisco projects that global internet traffic from videos will make up 80% of all internet traffic by 2019. (Cisco)
  • 51% of all video plays are on mobile devices — this growth represents a 15% increase from 2015 and a 203% increase from 2014. (Facebook)
  • Cisco projects that global internet traffic from videos will make up 80% of all internet traffic by 2019. (Small Business Trends)
  • Videos under five minutes in length account for 55% of total video consumption time on smartphones. (Ooyala)
  • 85% of videos on Facebook are watched without sound. (Digiday)

 

Some of these statistics you may be able to use for your own business, or for a client. Having data to back up anything you propose or want to do yourself, is always key – it gives you and what you are proposing more credibility (as long as the data is from a credible source).

 

What kind of data and statistics are used in your business’ marketing strategy? Share with us below!

 

I wrote this article as a guest post for My Social Game Plan and has been republished with permission.

 

 

earn the art & science of pinterest

Learn the Art & Science of Pinterest

Pinterest is for yourself, not your selfie.

 

When I attended this year’s Southern C Summit, I had the privilege of hearing Nikki Bazzani from Pinterest present. It was great to be in the room with someone who could give answers from the source. Her presentation was about the art and science of Pinterest, and yes everyone, there is a true art and science to it.

 

Here is what she shared, and every business owner using Pinterest needs to take note of this! FYI, Pinterest is second largest search behind Google 😉

 

It’s no surprise that every story is rooted in an idea. And every idea is a pin. Those pins are what helps us discover and ultimately do what we love.

 

Pinterest provides a wealth of content for anyone who is looking – the mom looking for new recipes, the marketer looking for an infographic, the bride looking for ideas for her wedding, the husband looking for birthday ideas for his wife. A good number of businesses have an audience on this platform, and they should with 150 million active monthly users pinning away.

 

But where do you start? How do you use Pinterest for your business, much less create that perfect pin that will capture the attention of the pinner scrolling through?

 

Before you put together a pin for Pinterest, keep these things in mind:

  • Text is allowed – call out unique things, get that pinner’s attention.
  • Vertical images are optimal – use – 600px x 900px (Don’t go higher than 1560px high. Pinterest is going to start not showing/decreasing visibility of the really long pins. Keep them at 900px high.)
  • Be authentic to both you and your brand.
  • Be helpful instead of clever with text overlay and descriptions.
  • Avoid looking like a banner ad.
  • Content and detail in description is encouraged (200-400 characters). Use keywords. You can have 500 characters max.

 

Knowing those few things, there is a psychology behind creating a pin, much like the psychology advertisers use in creating their ads and how you see them. Here are three principles to stick to.

 

3 Good Principles of a Pin

  1. They are visually arresting
    • The pin is a canvas, so use it. Play with text color (bright that pop), texture, pattern. Use black and white. Play with space. Add your products, logo, etc.
  2. They are inspiring
    • Motivate pinners with helpful tips, lists, and how-tos. Show the pinner what they are going to find when they go to your site.
    • Motivate with variety.
    • Motivate with novelty.
    • Motivate with trends and cultural reference (check out their Pinterest 100 trend report here).
  3. They are actionable
    • Make it easy – tell them what to do.

 

Once you have your pin planned out, that’s not the end of it. You have to nail it. Think of the pin as your piece de resistance. Ask yourself these eight questions…

    • Does this pin appeal to my desired audience?
    • Is this pin a stand-alone idea?
    • Is the idea novel, inspiring, entertaining, or helpful?
    • Would I save this pin?
    • Does this pin pique my interest enough to click and get more information?
    • Can I visually grasp what the idea or product is in less than 1 second?
    • Is the pin designed for mobile?
    • Does it stand out in the Pinterest feed?

 

Of course, there are more ways your can always make your pin more helpful…

 

Show lists and multi-products.

 

Instructions and How-tos –  let the pinner know what they are getting.

 

Detailed descriptions – use all the space you can.

 

Text overlays – just be careful not to use too much.

 

Tasteful branding – use your branding, your logo, list your website.

 

Once you start using Pinterest for your business, there are a lot of opportunities for you to grow your brand there. For example, take advantage of group boards. Look at Tribes through TailWind (an AMAZING Pinterest management tool). Pin from brands you want to work with, pin to support small businesses.

 

Monica Lavin of Lavin Label, who had partnered with Pinterest, also shared her experience and some helpful tips on how to get the most out of this platform.

 

Monica’s Tips:

 

  • For every 1 pin you pin, re-pin 2 pins from other people.
  • Pin throughout the day (You can use Tailwind or Co-Schedule to schedule pins).
  • Look at pins that are doing the best – create new content similar to that. Re-pin pins that are not performing well.
  • Take advantage of Promoted Pins!
  • Use Rich Pins from your site.

 

Here are some best practices for all of us to take –

monica lavin pinterest

 

 

Are you using Pinterest? If so, what are your success stories? Remember every idea is a pin. Those pins are what helps us discover and ultimately do what we love.

 

Images courtesy of The Southern C Summit