Almost all businesses use social media in one form or another these days. However, using those platforms correctly is a must. Here are 12 social mistakes your business does not want to do. While you may think it's my platform and I will do what I want, then you may turn right around and think why is no one following my business? I myself am guilty of some of these very things and it is easy to caught up on a few of these. Getting in a hurry because of your busy day is a lot of the trigger finger mentality as well. Take a look at these and see if your business is committing some of these mistakes.
Only sharing content about your company
Ignoring your audience’s needs & expectations
Limiting your content types
Failing to listen to customers
Creating a sales-focused social presence with no personality
Not engaging with your audience
Deleting or ignoring negative comments
Making spelling & grammar mistakes
Delivering poor customer service on social media
Posting irresponsible or insensitive content
Too many hashtags or handles
Failing to promote two-way conversations with customers
Anything jumping out at you? I hope the above has got you thinking and will help improve your traffic, followers, and customer interaction going forward.
Tags: #social media #marketing #small business #social platforms #marketing
Branded video content is a major investment. They’re time-consuming and require a higher caliber of production resources along with involvement from producers, directors, and editors. Sure, you can get your smart phone out, shoot some stuff, throw it up on your social platforms and see if it sticks. The problem is your consumers and followers are smart people and if it looks shabby, they will not watch it. The average cost of a video that’s only a few minutes long can vary anywhere from $1,000 upwards, depending on budget, campaign, and scope. We know that is expensive but video today is a very key tool and it dominates over everything else on your marketing and branding needs. With this much budget on the line, every content marketer knows how important it is to measure the results of their efforts, but knowing exactly which metrics to focus on can be perplexing. Video is more than volume or content. Here are some very helpful tips I found that works in using Facebook and YouTube in your video scheme of things. Each platform offers you different demographics, goals and results.
Metrics for YouTube Videos
Getting results on YouTube comes down to growing a healthy and robust content hub where each video contributes to your brand’s overall user experience. Despite its original reputation for “viral media” or one-off video sensations, success within the current YouTube landscape comes through offering audiences frequent, updates (episodic if you will)
The three most important metrics for videos you upload on YouTube are:
Once you’ve established a prominent YouTube presence and started publishing video content at a regular cadence, the next step is to analyze trends in your overall video performance on both an immediate and extended timeline. To gauge how your video is doing, the first seven days after initial upload is a very good cutoff to measure how strong a piece of content is, and whether you’ll get a return. If a video has a strong launch in terms of engagement, the amount of views and watch time tends to reap compound rewards. These figures could double or even quadruple within 12 months.
Marketers should track video views and watch time in monthly intervals, as well as break these metrics down into even more specific sub-metrics to get a fuller idea of watcher behavior. Within watch time, video completion rate is useful to help identify user engagement. So, let’s say a four-minute video gets a few thousand views. People are really engaged if 50 percent watch it at least halfway through. If at least half of your total viewership watch at least two minutes before breaking their attention, the brand may take that as an indicator to spin the video into a series. If need be, tweak the way you deliver your message to meet their needs. Brands need to create hooks for your audience to continue to watch the video. Someone clicking and watching the video for five seconds won’t help with your watch time.
Metrics for Facebook Videos
The algorithms for Facebook versus YouTube are very different. Whereas long-form videos perform better on YouTube, Facebook favors short-form content. Ninety seconds in length is pretty much the norm. That’s because Facebook will only allow ads on videos that are longer than a minute and a half. “And Facebook favors videos with ads it can make money off of you. Just a plain fact.
Whereas watch time and views are both key metrics for videos on Facebook, watch time is prioritized over views. The reasoning behind that is that videos on Facebook are being pushed to the audience, instead of someone actively searching for a specific video. Since someone could randomly click on a video and not engage, watch time is a stronger indicator of user engagement, and in turn indicates the strength of a video.
Facebook’s snackable video approach also makes it a perfect platform to repurpose some of your brand’s existing video assets. Consider taking videos created for YouTube and breaking them down into smaller chunks or re-editing them to show just the highlights of the full piece.
One way to track video performance on Facebook is to benchmark against your own videos on the page, specifically identifying what has worked from the top 10 percent of your videos. For example, if you published 20 pieces of content in last three months, you would want to isolate the top two either in terms of watch time or views, then deep dive with your content creator to analyze what worked in those videos that allowed their performance to rise above the rest.
YouTube and Facebook Serve Different Video Goals
When evaluating the kind of video, you want to make and the message you want to tell, consider how the platform will work with you telling your brand’s story. Video consumed on YouTube is an active user experience. Since YouTube videos are essentially evergreen, you have a much better ROI for your branded videos. Conversely, video consumed on Facebook is a passive user experience. If you’re a new brand and still looking to use content as a tool to build awareness, start with Facebook. You need to push out content on both platforms, but adjust the video length accordingly.
By gaining an understanding of these social media metrics and how YouTube and Facebook play into one another within your larger distribution strategy, you can figure out the best approach for producing branded videos. In turn, you’ll net the greatest ROI.
Tags: #facebook, #youtube, #marketing, #branding, #videos, #video production
Social media today drives the internet. Naturally, it is the preferred channel for businesses to reach out to consumers, generate brand buzz, and achieve business goals. Businesses big or small, all have social profiles and are working towards making their presence felt on social media. Here are some tips I recently came across on how to crush social media marketing while optimizing limited resources.
Social Media marketing becomes more difficult if you are on a shoestring budget. But if you are thinking about it – you are on the right track. Let’s find out how you can optimize and effectively utilize your limited resources for an effective social media marketing strategy.
Before You Start, Look At The Big Picture!
You have to be economical, which means you cannot splurge to experiment widely and see what works. So, start small. Conduct a simple survey to understand who your potential customers are, where they are spending most of their time, and what kind of content they like to engage with. You cannot target everyone, but narrowing down your options will help you use your resources more concretely and effectively. To get the most out of the process, follow these simple procedures:
Identify the right audience:
Use surveys and gather feedback to understand what your customers want, which target audience is most likely to find value in your business, and what their preferences are.
Determine the right content:
Audience analysis helps you determine the type of content your target audience would prefer consuming. Would they prefer quizzes? How about story form content? Which contest are they more likely to enjoy: the one that gives them free passes to a book launch or the one with a discount coupon on their favorite sports gear? Pick the content that fits your brand persona. For example, does your product need demonstrations? Video content might be the answer for you.
Ascertain the right social channels:
Once you have identified whom you are targeting, you can figure out which social channels they use the most. If you are in the travel industry, Instagram and Facebook may be the best channels for getting engagement. You need not spread your eggs across all baskets, a strong presence and a focused approach on a couple of channels will be more effective.
Set Your Social Media Goals
It is essential to have realistic expectations from your social media campaigns. You should have clear, attainable and measurable goals like:
Creating brand awareness
If you have identified your goals, you would be able to align your business decisions with them. Remember, social media is most apt for creating brand awareness and establishing brand relevance.
Plan Your Strategy
Once you have set your goals, you should devise a strategy to achieve it. You could be on a low budget, have a small team, have basic tools at your disposal, and little experience. But if you are creative and systematic, things will fall into place.
Create customer profiles based on your surveys.
Create your brand persona by creating a brand personality
Devise a posting strategy to determine the number of posts per day, the type of posts, time of updates, etc. Of course, it won't be fixed, but there should be a pattern which your audience can identify with.
Relevant Value Proposition: Tell your prospects what’s in it for them. It makes you stand out from the competition if the customer feels you are offering some value to her.
Analyze Content Performance: Test what content performs the best, and the one that is lagging. Is it the content or the content format that is making the difference? Is the audience moving towards videos rather than blog posts? Do they prefer educational content over a story form? Measure and tweak your content strategy accordingly.
Use Videos: Marketers swear by videos as they are more appealing, grab attention, are easier to recall, and communicate more information in less time. Include videos for demos, tutorials, how-to, customer experiences, etc.
Go Interactive: Interactive content is more engaging and informative for customers and helps you capture good data for your marketing.
Hire a Good Social Media or Marketing Professional
If you can possibly make room to invest in professional help, do so. This will speed up the process, and you may end up saving resources.
Hire Professionals that have proven experience, and that can give you a head-start. There are many small but creative agencies, which will not charge the earth but will help catapult your social presence, hence delivering ROI. However, stay clear from those who promise big numbers in a short time.
Influencers are a great way to reach out to your target audience. You need not chase big names. Try teaming up with local influencers. They may fit your budget and have a niche following which is well suited for your following.
There are plenty of content creation and social media marketing tools that are free and easy to use. These tools can help you design, curate content, automate, track and analyze performance. Social media marketing cannot be ignored as traditional channels are losing their steam. Whether you are a big brand or a small upstart, you need to leverage social media to reach out to your target audience. Allocating time, budgets, and teams becomes tricky for businesses with limited resources, but if you have clear goals and a focused approach you can establish an effective social media presence that will keep giving you dividends
Tags: #social media #branding #marketing #advertisng #small business
As a company that performs video production as part of our tier of services, I found a report that I would like to share with you. It is very interesting about the use of video for your business!
This year will mark a milestone for digital video advertising in the US, according to eMarketer, a great on-line publication I subscribe to, the latest ad spending forecast shows video will grow nearly 30% to $27.82 billion. That means video ad spending will make up 25% of US digital ad spending.
Facebook will capture nearly one-quarter (24.5%) of all video ad spending in the US this year, at $6.81 billion (including Instagram). That makes Facebook the top social video ad platform in the US. We expect that dominance to continue over the forecast period, with double-digit growth through 2020. Not surprisingly, Facebook controls nearly 87% of US social network video ad spending. Their new video advertising service, “In-Stream” seems to be taking off fairly solid.
Snapchat’s US video revenues will reach $397.3 million this year, up nearly 19% over 2017. Video is by far the driving force behind Snapchat’s revenues, representing 60% of its US ad business through 2020. However, Snapchat’s share of social video spending will be 5.1% this year, while its share of the overall US video pie will be just 1.4%. The jury is still out on how or if Snapchat can continue to go head to head with Instagram. It’s user base is also younger than Instagram dealing with teens to mid-20’s somethings.
Twitter will derive more than half (55%) of its total US ad revenues from video in 2018. This year, video ad revenues will grow just over 12% to $633.3 million. That gives Twitter an 8.1% share of US social video ad spending, and a 2.3% share of total video spending. Its share will continue to drop slightly through 2020.
While eMarketer’s report did not consider YouTube a social network, its importance in the video ad space is too large to ignore. This year, YouTube will generate $3.36 billion in net US video ad revenues, up 17.1% over last year. YouTube now derives 73% of its ad revenues from video in the US. YouTube overall represents a steady 11% of Google’s net US ad revenues.
Because traffic acquisition and content acquisition costs exceed half of YouTube’s gross revenues—higher than its rivals—it would not be entirely accurate to compare YouTube’s share of video ad revenues to the other platforms that I mentioned here.
It is no secret that digital video marketing and advertising is going to continue to rise. We here at FDMC Digital Media have used video production as our main services since our conception. If your business is considering video as part of your next digital marketing campaign, feel free to reach out to us. Regardless of who you use, you need to start putting video into your marketing and advertising mix! Numbers do not lie!
(portions of this article from eMarketer report on digital ad forecasting)
Tags: #videomarketing, #video, #advertising, #dgital media, #digital marketing, #social media
I love Instagram and have done a few pieces focusing on getting small businesses to take advantage of this useful app to increase their brand awareness. Without trying to sound like a broken record (some of you might remember records. You know, those plastic disc shape things? Ahem. well..) So lets continue on with some more tips on your branding and Instagram.
The Best Practices Of Using Instagram
Using Instagram is not a difficult thing to do but every business should follow these tips.
Peel back the corporate veil and let followers see what goes on in your workplace. Highlight your brand’s story by showing the people behind it. When you post those kinds of shots, you’re selling your brand more than you’re selling any product or service. That kind of marketing is important, too. You can also use behind-the-scenes photos and videos from your workplace in Instagram Stories.
Focus on Employees Followers love these kind of stories
Got an employee of the month? Post a pic of that person on Instagram and explain why he or she got the honor. You can also just post mini-bios of employees every now and then.
Tell Your Product Story
So how did your product come to market? There’s a story behind it, right? If so, make a short video telling that story and put it on Instagram.
Share Company Values and what makes your business special
Your business is more than just a money-making machine. It’s a corporate entity with a set of values. Share those values on Instagram in image and video format.
Share Customer Success Stories
Feel free to use Instagram for social proof. Find a few happy customers. Ask them to do video testimonials in exchange for free service. Post those testimonials on Instagram and reap the rewards.
Post Product Use Images and Videos
If you’re offering a physical product for sale, then it’s a breeze to find Instagram content. Just highlight what you’re selling. One of the easiest ways to do that is by posting high-quality images of your products. Please note: you’ll likely need to enlist the aid of a professional photographer to make that work. You don’t want to tarnish your brand with shoddy photos. Also, create videos that show people using your products. That’s one of the best ways to highlight your brand’s benefits.
There are plenty of ways you can use Instagram to promote your brand. Think about the kind of content that will resonate with your target audience and also reinforce your corporate identity. Consider also the use of Instagram surveys and maybe a contest.
Tags: #branding, #small business, #instagram, #apps #marketing, #mobility