Are you struggling to connect with your audience on social media? Do you feel like social media won’t work for your business? It’s not easy to put every business on social media, but the right approach can help even the most difficult cases reach their customers.
#1: Tell an Outside-the-Box Story
Many marketers create content around topics that relate to their value proposition, but that might be difficult to do if you’re in a “boring” industry. The good news is that even if your industry isn’t inherently exciting, you can still create content that appeals to your audience.
Look to Shoulder Niches
Suppose you’re a widget merchant. You might start with content about widget quality, FAQs about widgets, and suggestions on what to look for when buying widgets. However, these ideas can only go so far. This is where “shoulder niches” come in. Consider niches that are related to your industry. For example, you might create detailed blog posts and videos that show how to build different kinds of widgets. This type of content will attract top-of-funnel traffic and encourage social sharing to boost your reach. To generate content ideas for your business, grab a pen and paper and jot down your industry in the middle of the page. Then add related keywords and topics around your industry keyword until you find an idea you can research further.
#2: Deliver a Quick Call to Action Via Micro-content
People have short attention spans. Studies show that 50% of users stay on a website for less than 10 seconds. Short-form educational and entertaining content, called micro-content, can help appeal to a distracted audience. How do you create micro-content that has a high chance of going viral? Make the content short, keep text to a minimum, and be sure to accompany it with visuals. Always include a call to action as well. The connection you make with your audience should be the first step to tangible business goals. Micro-content should lead to a micro-yes, whether that’s clicking a link or providing an email address. With your calls to action in place, it’s easy to measure performance. Use UTM codes and shorten links to track each campaign. You can do this in Google Analytics under Acquisition > Campaigns > All Campaigns.
#3: Connect in Real Time With Live Video
Live video is a powerful addition to the customer retention toolbox that makes one-to-one connections even stronger. While Periscope is a key player, Facebook Live is becoming increasingly popular. Whenever you go live on Facebook, your existing fan base is notified. What content should you stream live? Hold live Q&As to give customers a platform to post questions and get answers in real time. Broadcast product launches live to give your audience a sneak peek at new releases and features, making them feel part of something exclusive. You can also show customers what your business looks like behind closed doors. Allow employees to express their personalities so they can form connections with customers. This is the foundation for increasing customer loyalty on social media. Measuring live video engagement on platforms like Facebook is easy, and the viewer count is displayed within the content.
Social media marketing requires patience if you’re trying to gain traction organically. That’s why many business owners and marketers supplement those efforts with paid social media advertising. The second approach is to go beyond content and test campaigns that focus on bottom-of-funnel goals. Sharing free trials or discount coupons via Facebook or Twitter can help you generate qualified leads at all stages of the sales cycle. Ad targeting is an area that many small- and medium-sized businesses underestimate. Twitter, Facebook, and LinkedIn all offer granular demographic and psycho-graphic targeting information. Put these practices into play and see if your business grows by better usage of social media.
FDMC Social & Digital Media
There's no question your customers are spending time on social networks, whether it's Facebook, Instagram, Snapchat, LinkedIn, Tumblr, YouTube, Twitter, or any number of other apps and websites where folks are hanging out in digital form. Since you want your brand to be where your customers are, it makes sense to figure out how to grow your business using these platforms.
Find a way to analyze your social media posts, rank them in terms of engagement, and figure out why they perform well (or don't), adjusting what you're putting out into the world accordingly. Listening tools such as Google Analytics
is good to use.
2. You need to create great original content.
Doing so involves understanding trends, who your audience is, and how they want to engage with social media. If you want to target say stay-at-home mothers, because they're the primary shoppers for the family.then it makes sense to post on Facebook, Pinterest, and Instagram, which 74 percent, 32 percent, and 19 percent of this demographic respectively visits on a weekly basis. So, while Snapchat and Twitter might be trendy for other audiences, it's not where many moms are hanging out.
3. Asking questions is a great way to drive engagement.
People want their opinions to be heard. It's just a matter of finding creative ways to encourage the sharing of them. Consider giving you customers or clients free products or coupons in exchange for their feedback.
4. Sweepstakes are a great way to drive engagement.
People love having the chance to win things. And, you can exponentially grow your following by requiring them to tag a few friends to enter a contest.
5. Featuring popular blogs works, too.
Consider the popularity of how-to videos on YouTube. "It's huge--whether it's putting on makeup, changing a car tire, or doing an anti-aging skin care regiment, there's somebody out there giving a tutorial in pretty much every category, You just have to look at the number of views these people are getting, sometimes in the tens or hundreds of thousands. They're clearly getting very strong airtime.
When it comes to the elements that would make a “perfect” mobile ad, US teen and millennial internet users say they care more about whether they can save and access it later and less about the ad’s relevance to them. In May 2016, Verve Mobile surveyed 3,000 US internet users ages 14 to 29 and asked them which elements would be key to a “perfect” mobile ad experience. The responses were a bit surprising. For instance, more than a third said they wanted to be able to easily share a mobile ad, and nearly half (46%) said they wanted to save the ad and be able to access it later. Given that many users find ads to be annoying, it’s hard to imagine that some would want to save an ad and view it later—unless, of course, it had an offer or incentive attached to it.
Some responses, however, were more typical of consumer attitudes toward ads. Nowadays people crave personalized content, and teens, as well as millennials, expect that from the “perfect” mobile ad. Indeed, 39% of teen and millennial internet users said they wanted the ad to be customized based on products they want to buy, and fewer—said they wanted the “perfect” mobile ad to be relevant in terms of proximity and location. Respondents also wanted to be able to add coupons or offers to their mobile wallet, as well as directly shop for products, via this ideal ad.
Users see a variety of mobile ad types, from interstitial ads to standard mobile banners. Mobile device users are more receptive to ad scrollers than expandable ads. Ad scrollers are a format that appears as a window revealing creative as the user scrolls. More than half of mobile device users who saw ad scrollers viewed a brand more favorably afterward, which was higher than the 46% of respondents who also had the same positive effect after exposure to expandable ads. These are pretty interesting statistics that I found. Mobility, those that use it and advertising itself within those same realms will do nothing but continue to grow in the upcoming years. If you have not sat down and re-thought your advertising budget to include mobile advertising, you really should.
FDMC Social & Digital Media
According to June 2016 research, more than half of US young adults watch mobile video on the video-sharing site—and just as many view mobile video content on Facebook. Native advertising software provider Sharethrough polled 300 US internet users ages 18 to 20, who were asked questions after being shown an auto-play in-feed native video ad.
Though a large share of respondents said they watched mobile video on Facebook and YouTube, nearly as many (50%) watched mobile video on Snapchat daily, and nearly half (42%) said they viewed mobile video content on Instagram every day. Twitter trailed behind with just 24% of young adults watching mobile video on that social platform each day.
Video habits are steadily moving to mobile. A survey from Millward Brown revealed that though time spent watching video on TV is still greater than on other devices, video habits are shifting, thanks in part to the proliferation of mobile devices entering the market, as well as growth of multi-screen usage.
According to the study, half of all video viewing happens on TV sets—split between live TV and on-demand TV. The other half comprises mainly mobile devices, which includes smartphones and tablets. Smartphones take the largest digital share, encompassing 22% of total daily time spent viewing video.
Food for thought to all of you SMB's out there using video.
FDMC Social and Digital Video