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Five Social Media Strategies Your Brand Shouldn’t Live Without

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There’s no doubt that social media has its entertaining, engaging and even informative sides. For many of us, our lives probably wouldn’t be quite as interesting without that steady stream of memes, family photos and videos that are there to greet us whenever we log in.

There’s so much out there to grab our attention and distract us. But for marketers and business owners, this means constantly shouting “Iceberg ahead!” as we navigate the overcrowded social sea, trying to get our brand seen and heard.

The ability to not just stay afloat but to make the right number of waves can have a huge impact on the success or failure of your business. So today I’ve got a life raft for you — five promotional strategies for your social media campaigns to take your business from passive to proactive.

1. Content Distribution

You need to be where your customers are, and your customers are likely on social media for much of their day. But which platforms are they hanging out on? They may be scrolling through videos and commenting on pictures, but they are also discovering products and services (like yours) that they can use in their day-to-day lives or to help their own businesses.

So make sure they’re able to discover you — not just by showing up in their feeds but also by engaging with customers and prospects. This will help you stand out from your competitors and may help encourage your audience to open their digital wallets.

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To better leverage content distribution on social, you need to go beyond throwing a link into your Facebook post and calling it a day. If you have a blog you’re promoting, take a few key takeaways and repurpose them into a set of memes. Don’t just distribute one piece of content one way — distribute one piece of content 10 different ways and measure your impact.

2. Direct Messaging

Social networks have always been ideal for mass communication, but more recently, messaging capabilities have been powerful when it comes to helping businesses connect with customers.

Direct messaging capabilities have skyrocketed in popularity over the last few years. For example, as reported in 2017, Instagram Direct attracts more than 375 million users a month. Businesses can take advantage of this attention by leveraging chatbots, programmed with answers to FAQs, to ensure prompt responses to customer queries.

A survey by Facebook on the subject found that 69% of consumers say messaging a business in this manner increases their confidence in the company’s brand.

3. Video Advertising

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In the first quarter of 2020, Facebook had 2.6 billion monthly users. When strategizing an advertising campaign, it’s unwise to ignore that gigantic bullseye presented by social media or fail to leverage the full range of possibilities that these platforms offer. You must understand your audience, as each social media site has its unique demographic profile.

Facebook is trending older these days, but platforms like Instagram and TikTok are attracting younger generations. Regardless, when it comes to advertising, there is one trend across all platforms that continues to capture everyone’s attention and inspire action: video.

A short, well-made video, spotlighting your products, services or even your team, can be a gamechanger, and there is more than one way to leverage this trend:

• Vertical Video: People are increasingly using their mobile devices, usually held in a vertical orientation, to view their social media content and the video content that goes along with it. Try creating (or editing) your video in a 9:16 (vertical) aspect ratio for effortless viewing in social feeds.

• The 3-Second Rule: Start off strong and present your most gripping messaging at the beginning of your video. In today’s fast-paced world, your audience is not going to wait more than three seconds to be impressed.

• Text Overlays: Usually social videos are muted by default, so people are likely to miss your fantastic voiceover. Adding text overlays ensures that your message gets across — even in silence.

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• Live Videos: Facebook has noted that live videos attract six times more interactions than standard videos. Shooting a live video, like a product overview, can be powerful content that you can “boost” afterward for additional promotion.

4. Reviews

Social media reviews on platforms like Facebook have a bigger impact on businesses than you may think. In fact, Facebook is only second to Google when it comes to online reviews in terms of volume. One study has shown that 94% of consumers have refused to patronize a business after reading a negative online review. So monitoring and growing your social reviews helps ensure that your brand is putting its best foot forward.

Make it part of your post-purchase process to ask your customers to write a social media review if they’re satisfied with your products or services, especially if you are “social selling.” Many consumers won’t think to leave a review unless you ask and aren’t aware of the value that a positive comment can generate for your business.

5. E-Commerce Functionality

Social media is also proving adept at streamlining purchase processes and getting consumers to click “confirm order” with fewer steps between discovery and conversion.

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Instagram’s Shoppable Posts offer one compelling example of this growing trend. This feature allows businesses to place tags in an Instagram post — showing, for example, a snazzy pair of shoes for sale — linking directly to a page that contains detailed specs about the item, including its price. Facebook provides a similar option to tag products shown in photos and videos. Only social media gives consumers (and brands) this level of opportunity to tap into “impulse shopping” in the digital ecosystem.

Social media is only going to grow, improve and evolve, so brands need to grow, improve and evolve with them. In today’s virtual world, very few businesses can still make a splash without a well-managed social strategy that takes advantage of the unique tools and capabilities available via social media platforms. So, start with one of the strategies above, test the waters and set sail — the sales will speak for themselves.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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