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Planning for 2023 – Researching Promotional Placements and Opportunities

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Planning for 2023 - Researching Promotional Placements and Opportunities

Looking to get more attention for your business in 2023?

Over the first few weeks of the year, we’re publishing a series of tips and notes on how to maximize your social media and digital marketing efforts, including pointers on new tools like ChatGPT and DALL-E, and how these evolving apps can assist in your content planning process.

We’ve already covered the following elements:

So, with knowledge of the key topics, approaches and benchmarks currently at play in your sector, you now have a good understanding of the likely direction that your digital marketing approach is headed.

But that still won’t get you attention – for that, you need to understand where your target audience is looking, and how to get your brand messages in front of them, at the right place and time.

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Your competitor research will provide some valuable pointers on this – if your key competition is seeing good engagement on Instagram, that’s a pretty good indicator that you should be looking at IG too.

But in order to get maximum attention, you need to consider which publications your audience is reading, what influencers they follow, and what types of content approaches resonate best.

Meeting your audience where they’re engaging

So on the first point – what publications is your audience reading. There are few different ways to determine this, and you likely already have some idea of the top publications or sites that your target market is engaging with.

If you can get mentioned in these publications, that’s an immediate win, as your brand will be presented where they’re looking – which is a key tenet of Google Ads and display as placement.

Paid promotion is one way to go, but you may also be able to get into these publications via guest posting, or get mentioned by a relevant influencer, or in relevant Facebook groups, Reddit communities, etc.

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One way of researching the most influential people and publications for a given topic is to use Followerwonk’s audience comparison tool, which enables you to find follows in common among Twitter profiles.

As you can see here, using this tool, you can enter in three different profiles and get a display of who all three follow (FYI – Ryan Seacrest is the only one followed by all three).

Go through the audience listings of your competitors, compare who those users all follow in common, and you’ll get a fair idea of the most influential Twitter profiles in your sector, which should then be a target for your outreach.

Of course, Twitter is not the most popular social platform, and sees nowhere the usage of Facebook or TikTok. As such, you may think that this insight is less valuable, but the most passionate and active social media users are generally also connected via Twitter, to ensure that they keep up to date with the latest.

That’s why people like Elon Musk and Donald Trump view Twitter as so important, because even though it has far fewer users, Twitter remains the source of many major news stories and trends. Influential users take info from Twitter, then redistribute it to other platforms – and as such, it just may be that reaching these users plays a key role in maximizing brand awareness in your niche.

Another tool that can come in handy here is BuzzSumo, which can highlight all the most relevant Twitter, YouTube and TikTok profiles on a given subject.

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BuzzSumo example

Understanding who the most influential voices are in your niche can guide you towards the key people for influencer marketing partnerships. Make a list of the top voices, take the time to look through their content, then reach out to them with free samples, proposals or other offers to partner up on awareness campaigns.

There’s a range of key tips for reaching out to influencers (some valuable pointers here), and if you can get it right, and match up the right influencers who can actually connect you through to your target market, it’s definitely worth investing the time and effort into such partnerships to further your marketing opportunities.

For local businesses, it may also be worth examining local publications, and understanding their key areas of focus.

Graph example

For this analysis, I manually tagged the 100 most shared social media articles from a publication by topic (extracted via BuzzSumo), then mapped the key areas of focus in this chart.

That provides some additional perspective on what their audience is most interested in, which may help in your assessment of potential ad placements, story pitches, and topical angles to appeal to this specific group.

There are also creator marketplace listings for Facebook, IG and TikTok (in selected markets), which enable you to find influencers by topic, and get an idea of their work and interests, while you can also use Pinterest’s Trends tool to assess the relative popularity of any topic, and related ideas.

Pinterest Trends

You can also search for topic-rated Facebook Groups, which you can join to monitor key discussion trends.

There are also opportunities for promotional approaches within FB groups, but I would recommend against pushing promotions within direct group chats. There may be ways to partner with admins on promotions or giveaways, or even ads, if they’re running group placements. But your primary goal here, as it should be with relative Reddit communities, is to listen and learn what people are interested in, and what they’re looking for, which can then inform your other promotional pushes.

Run through the various options and tools, and in the end, you’ll have a listing of potential publications and influencers that you can reach out to, or target with paid campaigns, to connect with the right people, in order to raise awareness of your brand.

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Follow the key profiles on Twitter, reach out to key influencers, and join relevant Facebook groups to help boost your understanding of what people are looking for, and you can then start to formulate a more effective outreach process, aligned more specifically to your target market.

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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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