Social Media- Beyond Fans and Followers

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I think one thing that sets our agency apart from the others is that I’m a salesman first and foremost.  Because of this, my wiring is to build businesses, generate revenue and close sales.  I’m not a creative who decided to open an agency and I’m not a PR person reinventing himself in social.  I am a business builder who is looking for ways to add revenue to the bottom line and grow.   This is an important distinction because I think most business owners still think social media is important, but does not generate dollars and this just isn’t true. Every day I get up, come into the office and get to work to prove the doubters wrong and to help my clients win online.

Social media has evolved over the last few years and it’s moved away from fans and followers and more towards a holistic digital approach. This has been our take on social from day one which I think gives us a leg up and helps us get ahead.  Helping clients understand this is usually the hardest part, because some even say that they hired us because they feel competitor pressure to get in the game, but they are fully expecting that it doesn’t lead to sales.  Not only does it directly generate revenue, it also helps them convert sales in other, less tangible areas too.

When we work with clients, we look at their website, content, emails, promotions, search and social as all being part of an ecosystem.  We then develop strategies that help our clients navigate that ecosystem the right way.   Some of our greatest success stories are felt behind the scenes in sales, web traffic and email captures and often less so in fan growth or retweets.  This wider view on social is mission critical if you want to truly succeed.

When we start with clients we go deep and we reverse engineer a plan based on their main objectives.  Now they usually have many, so we have to create a balanced approach to social media.  That being said we always recommend that they get their house in order first.  Some have Google Analytics, but never check them or worse don’t even know how to.  Some capture email addresses, but don’t send out emails.  Some post on social networks, but never respond when people speak to them on those channels.   Things are just a mess.

The truth is that social media is just a new term for the internet.  Social networks are just some of the tools you use to navigate today’s web, but not the only ones.  You really need to have a wider view on social media, and somebody at the helm who can drive the ship and keep you on track.  I touched on this in a piece I wrote for Forbes a few months back and I live it every day. Managing a brand’s social media is a full time position (or multiple full time positions) and needs to be integrated into your bigger digital strategy.

As retail continues to struggle and more and more consumers turn to the web and mobile, you need to make sure your thinking and your approach are in order.   Your web traffic, fans, followers, emails, prospects and of course your customers, are all opportunities to tell your story and grow your business. Be wise, or you are planning your demise…

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Promoted Pins = Potential Purchases!

We are running Promoted Pins for many of our clients these days and we are seeing some amazing results.  We only encourage them for those with an e-commerce focus and who are willing to pay to acquire a new customer. Pinterest offers you access to a lot of really engaged users and those who are ready to spend.  We recommend having a discount code (we actually refer to it as an acquisition code for those who don’t like to “discount their products”) to help fish for users and get them back to the domain.

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Recently we ran the above campaign for our amazing client Veestro to promote some of their delicious products. We spent a total of $23.20 and earned 57,000+ impressions served up to a very targeted and specific audience.  On top of the reach, we earned 58 clicks to the domain, 67 REPINS to specific boards and 21 LIKES from targeted users.

Screen Shot 2015-10-14 at 9.55.41 AMPromoted Pins have an ancillary benefit in that once you see these REPINS and LIKES you can then click through and engage those users directly as the brand on the platform.  Now you can strike up a one to one conversation with someone who saw your Ad, and went so far as to pin it to a personal board (REAL EXAMPLES: Food I love, YUM, Food I need to try) which clearly showcases their thoughts on the item. This is a unique opportunity that is not available on any other platform.

We then go in and curate these engagements for our clients and engage the users in a friendly conversation to further the relationship.  This is a manual process, but very well worth the effort in our opinion.

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Here is an example of that conversation turning into a potential sales opportunity with a user who has a real interest in Vegan food (perfect fit for our client). Some brands stay away from Pinterest because they don’t fully grasp the true potential of the ecosystem.  We engage regularly with users by way of repinning, liking and even commenting on user pictures. Promoted pins are excellent because they give you exposure, tee up a bunch of immediate engagement opportunities and if you strike while the iron is hot, you can facilitate sales opportunities right then and there. = $ocial Win!

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Remarketing and Retargeting- A Must Do!

Retargeting

If you are marketing online and have an e-commerce component to your business, then you MUST BE retargeting. There is so much data out there on user behavior and you can/should be marketing to people based on their website visits, email signups, social actions and even search, if you want to get really nasty.

This piece by Kissmetrics is a really solid primer on some of the tools out there to help you with your efforts in this arena. Here is an excerpt from the piece that really dumbs down the premise:

“A customer steps into your shop, inquires about a particular product, and then leaves without buying. You know there’s a potential sale, and there’s every chance that person will be buying a similar product sooner rather than later.

How would you like to send some of your sales people to follow that visitor, reminding them of your business wherever they go? In fact, reminding them to the extent that your business/brand is the first and only name that comes to mind when they are about to make a purchase?

Sounds like an insane idea in the real world. Even if your sales staff doesn’t get beaten up for stalking, the cost alone would make it impossible to pull off.

But that’s exactly what remarketing (a/k/a retargeting) services enable you to do in the online world.”

Retargeting helps assuage some of the biggest ‘areas of concern’ when it comes to social media marketing. Such as:

  • Reduced cost per impression
  • Better conversion rates
  • Improved ROI
  • Precise targeting
  • Cost effective branding

Read up, arm your brain and then get going.

 

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Facebook Marketing- Must Not Be Ignored

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I meet with clients and prospects on the daily, who tell me that they are not advertising on Facebook, because there is no ROI or EVEN WORSE because they don’t want to have to pay to reach an audience they worked so hard to harvest and develop over the years. It’s as if Zucks is the leader of the evil empire and should be boycotted, because his amazing company wants to charge you to access their insane amount of data.  Damn him for being a capitalist and for creating the best targeting platform for marketers on the planet. While others walk away, I will continue to run towards this amazing advertising and targeting tool.

Below is a screenshot from one of our client’s Facebook Ads accounts, that breaks down just one of their awesome and successful Facebook Ads campaigns from September.  Yeah you read that right, $598 spent and $11,033 earned.  I am no math expert, but that sounds pretty good.

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The targeting here was to three different sets: 1) Website visitors from the last 30 days, excluding those who actually did purchase and who are not already fans on Facebook. 2) Facebook fans who hadn’t visited the website in the last 30 days. 3) Website visitors from the last 30 days, who are also fans of the page. I bet you didn’t know those were all options, did you?

It is pretty powerful to target in these ways, while they are on Facebook and bring them back to the site for purchase. Sometimes they just need that extra touchpoint and nudge. Why would any marketer not at least explore this type of approach, before just unilaterally dismissing advertising on Facebook.

If you are ignoring Facebook Ads completely you are compromising your ability to win online. I encourage you at least explore the options before passing.  You will be pleasantly surprised by what you can do, and your ROI argument will start to change a bit.  #getinvolved

 

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How To Create Instagram Ads

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Instagram Ads are a hot topic lately and advertisers are intrigued.  We have been seeing the ‘sponsored posts’ more and more in our feeds and with the amount of users and attention being paid to the platform it is a very sexy place to be for a marketer.  At first it was only available to the big brands, but with a rollout to the masses now here it is time to start brushing up on your skills.

This piece by Social Media Examiner was just published today and it shows you how you go about setting yourself up to create Instagram Ads.  It breaks down the how and the what behind the platform and really makes it very easy to follow and understand.  Give it a read and get ready to start marketing on “The Gram”.

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Video Content- Nature’s Bakery

Screen Shot 2015-10-07 at 12.14.30 PMTo kick off Non-GMO Month on October 1st, our client Nature’s Bakery wanted a simple video created.  They wanted it to be short and pleasant and usable as a native Facebook video to hep with reach on The Social Network.

We came up with the concept of putting the bar in a natural setting and animated a butterfly to usher in the month.  The video was perfectly suited for the usage setting and received very positive feedback from their fan base. This type is of content is simple, yet very effective to help with a brand’s social storytelling plan. See it here: VIDEO

 

 

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