social media marketingWith the recently announced Facebook News Feed Algorithm update, there’s been a lot of short-sighted advice being handed out in response.

With the increased suppression of organic reach for brands, people have suggested everything, from focusing on Facebook Groups only, to abandoning Facebook altogether. In my opinion, we all just need to take a deep breath and think objectively about what we’re hoping to get from social media marketing.

Why does it exist? Why is your brand participating in the first place?

Now, this may not be a popular opinion with the social media purists, but social media marketing is MARKETING just like any other channel. The model is essentially to gather an audience, segmented by data, then sell things to that audience via advertising.

That’s the way the process works. Misunderstanding this dynamic will doom your social media efforts when it comes to business results.

So before I review the five main reasons that I see which lead to social media marketing disappointment, I want to make something very clear. Growing a social community and getting them to engage with your brand is very important. However, to act like doing so is the sole reason Facebook, Twitter or Instagram exist is simply ignoring reality. You need to have a multi-pronged effort that works to capture people’s attention, while also advertising to them in a value-based way. THAT is the power of social media.

Here are some of the key reasons why your social media marketing efforts aren’t working out the way you’d hoped.

1. You’re Overestimating “Community”

Community building is important in social media marketing, however, most marketers grossly misunderstand the type of community they are building.

When most social media marketers think of a social ‘community’, they imagine thousands of people gathered around their brand, patiently waiting for a piece of content to come out which will immediately improve all their lives. In reality, you’re supposed to be showcasing the value of what your brand brings to the table in an educational, informative and value-driven way, in the hope that your community will choose YOUR BRAND when a need arises.

We have to stop pretending that people really want to be friends with brands. If you’re a social media marketer and disagree, quickly try to recall the first and last names of the actual people in your community. You probably can’t.

Once we all get a realistic understanding about what TYPE of community we’re trying to build, and WHY we’re building it, the results of our social media marketing efforts will improve.

2. You Aren’t Advertising

I’m still baffled at the amount of “marketers” who are averse to social media advertising – it’s literally the most cost-effective way to reach a targeted group of consumers.

The free ride is over, and really, it has been over for a long time. While not every business has a large budget to invest in advertising, a little can go a long way with social media.

We strongly urge brands to pinch off some budget and test social advertising. If you don’t, be ready for a lot of disappointment when it comes to your social media marketing results.

3. You Get Distracted by Flashy Tactics

If you value tactics over strategy, you’re doomed to fail. No amount of “hacks” or “tricks” are going to scale for your business in social media.

You need to start with the goal of your efforts and work backward, fleshing out a strategy that’ll help you achieve your business goals in a cost-effective way.

Realize that everything you do takes time and that you must asses the amount of time you’ll sink into an activity versus what it’ll give you. You know, the old ROI conversation.

Be cautious of flashy tactics, they usually become obsolete quickly.

4. You Don’t Understand Data

One of the biggest potential weaknesses in any social media marketing strategy is failing to understand the data. If you can’t measure, analyze and react to the data created by your social activities, you’re essentially flying blind.

While you’re at it, you also need to invest time in understanding attribution models. The theoretical consumer process of ‘see post’, ‘click link’ and ‘buy product’ almost never happens. Consumers tend to bounce around before they purchase, and by not understanding the data behind how your audience shops, you may misinterpret the effectiveness of your campaigns.

Get familiar with Facebook Insights, Facebook Analytics (from the Pixel) and Google Analytics so you fully understand exactly what your efforts are producing.

Success with social media marketing isn’t only about Likes, engagements, and shares – in fact, these stats alone are largely irrelevant to your broader business goals.

5. You Act Like a Big Brand – You’re Not

If you’re modeling your social media marketing strategy after Coca-Cola or Nike, you’re probably way off the mark. Top companies like these have built brand equity over decades, and unless you’re prepared to go to market with immense budgets, trying to borrow ideas from them likely won’t work.

Small to mid-market businesses have to work extra hard (and smart) to cut through the noise on social media. Never ever assume that people simply know you and that they’ll automatically understand what you’re trying to accomplish. Be realistic, be humble and go to market with a scrappy and smart plan to build your brand every day.

You cant skip years of brand building and hope that assumed brand equity is going to bode well for your business. Spend the time and money building awareness, and prospecting new clients. With time, your brand will grow.

Once you stop making the above mistakes, you’ll surely see slow and steady improvement for your social media efforts. It’s time to actually use social media for marketing.

Web Developer

Some people think it’s easy to build a website. There are many website developer tools available that allow you to drag and drop pictures, and insert wording.  Keep in mind that these tools use templates that are generic, and not specifically designed to meet your business needs. Web development requires behind the scenes coding that’s done by skilled web developers.  There are plenty of DIY projects that you can tackle yourself; Here are 10 reasons why building your business’s website should not be one of them.

 
Reason #1: Customization
Free website templates and DIY web builders cannot be customized, are very basic, and are not interactive. If you wanted to add an extra feature or additional content, a basic website template or web builder wouldn’t give you this option.  If you think you’re the first person to benefit from a free website builder, think again–there are thousands of other companies that have made the mistake of using the same, boring, generic template.  Now you’re stuck with a site that looks like everyone else’s.  How unique is that?
Reason #2: Efficiency
Web development hard work, and it takes a long time to build a great website.  If you’re not a professional web developer, the hours upon hours you spend trying to create a website could be more efficiently spent generating business and growing your client base.  Why not let someone with experience and knowledge build it, it’ll save you time and money.

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1. Outside perspective

The number one reason to hire a marketing consultant is for the outside perspective. You may have assembled the most talented team of marketers on the planet, but you’ll always be blinded by some level of bias. A consultant, on the other hand, can come in and see things clearly without being affected by the issues that weigh you down.

2. Specialized skill set

Marketing consultants always have a general background and knowledge of how to handle a variety of different needs, but most have a specialized skill set to offer. For example, you’ll find consultants who specialize in PPC campaign optimization or content marketing. When you work with these folks, you can quickly target a specific area without wasting time, money, or resources.

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It’s that time of year again when we start to finish up 2017 and turn our attention to the coming year. The rate of change in digital marketing in 2018 will increase yet again, so to help get you ahead of the curve, here are five digital marketing trends to start thinking about.

Personalised experiences:

The journey towards personalization has been the stuff of dreams for most marketers: who wants to pay to talk to 100 people when there is only 1 person who you want to engage? But the trend has not been growing in just dreams. People’s exposure to advertising has been massive and this has had two impacts: people will only engage with different/sophisticated advertising and people are sick of advertising!
Personalisation could be a simple customised landing page (e.g. sending traffic from a Twitter campaign to a different page to traffic from a Facebook campaign) or it could be a fully personalized website experience, but if this is all new to you, 2018 should be the year you start to investigate.

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The numbers on social media marketing are impressive. More than half of small businesses in the United States are planning to increase their social media marketing budgets in 2017, and the number of businesses using social media marketing has increased, year over year, for more than a decade.

Still, social media marketing remains underrated. Business owners and marketers frequently treat it as a second thought—something for an intern to handle, rather than a strategically deep mode of building your reputation and attracting new traffic. Some have even abandoned the idea altogether, refusing to spend any time or money on a strategy that nets a positive ROI for up to 92 percent of businesses that use it.

So what’s the deal? Why isn’t everyone on board with the strategy?

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You’re probably wondering, how to create Facebook Ads, or how to get Leads From Facebook and even why Facebook?
Facebook is considered one of the top most social media platform used for digital marketing and the ability to reach your customers through Facebook Ads is amazing. You can always place your ads on Facebook to advertise your business products. This social networking site gives you an idea about the interest of millions of people who remain active on the internet.
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Hopefully, you recognize that under-par designs, lack of call-to-actions, and missing content for the right buying stage of your visitor can make a negative impact on your conversions. There are many web designers who do not pay attention to these aspects of the site which is leading to missed results. You don’t need a “web designer” you need a “website marketer” to analyze the site’s design & flow and optimize it for conversions.
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Most people don’t buy products because they didn’t have enough information to get into buying decision. They don’t see how the product or service will be much of help for them due to lack of information that’s where clarity comes in. Clarity and not persuasive skills or marketing verbiage is the key to making sales.

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It’s a natural tendency for humans to copy one another, even without realizing it — we like to be a part of tribes and social communities. So when we notice our social circle is doing one thing, we tend to follow suit. One great way to make an offer more valuable is to show that other people are participating in that offer.

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So how do you use scarcity to obtain new leads? How can scarcity be used to increase leads? If you look at the principle of supply and demand, you’ll notice that when supply is limited, demand goes up. Scarcity has a psychological influence on us, making us want something even more if there isn’t enough to go around. Scarcity is great because it creates a fear of shortage, and thus a sense of urgency.

 


Limited Time Offers

Limited time offers are among the most popular in the scarcity category. Just think about your average car dealership. Practically every commercial is a limited time deal. “Get 0% financing before it’s gone!”

Limited Quantity Offers

When something is of limited quantity, it suddenly becomes more unique or exclusive. In some studies, limited quantity or supply offers have outperformed limited-time offers. Why? Because it’s hard to tell when an offer of limited quantity will suddenly become unavailable, while a time-based offer has a known end time. Limited quantity offers are great for not only getting people to say “yes” to your offer but to avoid procrastination completely.

Limited Time and Limited Quantity

Groupon is the perfect example of using both tactics. All Groupon deals end within a certain time frame, and they limit the number of people who can buy a Groupon. That’s a powerful combination. The site also packages these scarcity tactics with discounting, which is another great value-add, especially for e-commerce businesses.

Check out How To Turn Facebook Fans Into Paying Customers.