Archive for October, 2015
Twitter is one of the best sites for developing a social media marketing strategy that promotes your brand. Having someone who endorses or reposts your tweets is basically free advertising, and it can really expand your reach when the advocate has many followers. Here are some tips on developing and promoting advocacy on Twitter.
Provide a Clear Call to Action
Let your followers know that you want them to repost your tweets. This can be tough with the limited word count, but if your tweet is a link to a YouTube video, a landing page, or a Facebook post, it is easy to provide a shortened link, ask for reposts, and include a few relevant hashtags.
Sometimes the only reward an advocate hopes for is a follow back from their favorite brand. Be sure to follow your most loyal customers. Thank them for kind words or reposts. You can even repost their positive comments. It basically acts as a brand testimonial on your Twitter.
More on Testimonials
That having been said, you can also embed tweets on your website. If you have a portfolio and testimonials page, quote some of the most flattering comments by embedding them on your site (there are numerous tools for this). Doing so allows you to repost the comments for the benefit of customers who may not have Twitter.
Who Is Speaking About You?
Search for influencers and journalists who are writing about your brand. These individuals are going to sway public sentiment more than the average user. You may need to send a well thought out reply to a negative comment. Thanking an advocate for a positive mention often goes a long way to receiving more accolades in the future. Be sure to engage supporters in a way that does not make it seem like you are begging for more nice comments.
Finally, you can provide other rewards such as discounts or coupons for taking a certain action on Twitter (like following, favoriting, or reposting). You may even hold a contest with a certain action being the way to enter. These are a few additional ways that you can create an effective social media marketing strategy that encourages advocacy of your brand.
|No comments||This entry was posted by EIC Social Media Team on October 29, 2015 at 4:30 pm, and is filed under Marketing Strategies, Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Email marketing is continuing to be a valuable asset in the digital marketing world. As times continue to change, and the way we use our devices evolves, new techniques arise. Here are some of the most important tips for the modern email marketing campaign.
Where Are Customers Checking Their Email?
The answer is: on their mobile devices. The latest research shows that more than half of people check their email on a phone or tablet. If your message does not look good on a mobile device, it will likely go straight to the trash folder. Very few will leave the message in their inbox to check later when at their desktop. Because of this fact, your email campaigns have to be checked for quality on mobile devices before you send them out.
Engagement Versus Sales
When people are checking their email, they are not looking for a sales pitch. Just like social media marketing, email marketing requires finesse to provide consumer engagement without driving a hard sell. In fact, why not use email to share your social sites and encourage more of your network to follow you. Rather than always being a sale, the call to action in your email campaign can be to submit their own content for your social campaign. For example, you can offer a discount on their next purchase to customers who send you an image of them using your product. Then post the best images.
Don’t Be Cheap With Email
Sometimes brands use email marketing because it is a cheap way to solicit sales. This attitude usually leads to ineffective campaigns. Don’t be afraid to spend a little extra to hire a good writer for your content. Email is also a great way to share video content. Monitoring the analytics on your email campaigns will help you to provide consumers with content that will enhance their perception of your brand.
In the end, metrics will help you to see what works for your customers and thus for your email marketing goals. So don’t fall into the trap of marketing the way experts say you should. Your business is a unique entity, and your customers know what they want.
|No comments||This entry was posted by EIC Social Media Team on October 22, 2015 at 4:30 pm, and is filed under Digital Advertising, Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
More than two and a half billion people on Earth have a smartphone subscription. That means about one-third of the planet is mobile. It is no wonder that mobile advertising is on the rise, even more quickly than desktop advertising. In fact, mobile ad spending is up 34 percent from last year as opposed to desktop which increased by 11 percent. The shocking thing, however, is that while mobile now makes up nearly a quarter of our media time, it still gets less than 10 percent of the advertising dollars.
That means we can expect mobile device marketing to increase in spending. After all, to sell to consumers, you need to go where they are. Also, you need to communicate with them in the format they want to see. If you guessed that means video, you’re right on the money.
Nearly half of all app traffic today is already video, and that figure is expected to rise. Facebook alone sees 4 billion video views each day. About 3 billion of those videos are viewed on mobile devices. Snapchat, which is exclusively mobile, accounts for another 2 billion daily video views. It’s no wonder that $2.6 billion was spent on mobile video ads last year. Of course, that still only accounts for about 10 percent of mobile ad dollars.
So who are on mobile devices? This is where the dichotomy begins. Most people spend two to three hours per day on a phone and another two to three on a tablet. That number rises to about four or five hours for those who make less than $25K per year. When it comes to age groups, the 18-to-24 range spends the most time on their devices, about four to five hours each day. The surprising number is that those who are 55+ use mobile devices more than those in the 45 to 54 range and even those in the 25 to 34 range.
How are sales affected? Tablets actually have a better conversion rate than phones or even desktop machines, so be sure to target tablet users. Also, approximately 19 out of 20 mobile users are estimated to look for coupons when shopping online. Make sure you have the coupon that brings them to your eCommerce site, especially when you start to increase your mobile device marketing campaigns.
|No comments||This entry was posted by EIC Social Media Team on October 15, 2015 at 4:30 pm, and is filed under Digital Advertising, Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Brands are always on the lookout for their next promoter. Here are some tips to improve customer loyalty of your brand.
Create a Community
The Internet has made it easier than ever to create a sense of community for your customers. Whether it’s an online forum or a way for fans to get together in real life, the Internet provides the perfect opportunity for loyal customers to meet, share ideas, and stay in touch with your company. This interchange of ideas can result in opportunities for your brand to improve on its future products.
Everyone wants to feel special and be rewarded. Personalized offers do both for you customers. First of all, receiving an offer that is for you alone based on your shopping habits, saved items, or birthdate makes a consumer feel like the company cares about them on a more meaningful level. Rewards for reviews, purchases, and social media actions encourage consumers to continue to stay engaged and to be a part of the community that you have set up for them.
Update Loyalty Programs
Rewards programs are not new. Pretty much every major brand has one at this point. Are your consumers utilizing it? If not, then it may be time to go back to the drawing board and find out what your customers want. Offering the right kind of rewards and developing the right actions for acquiring points are the two things that will determine whether or not your rewards program attains the loyalty you designed it to develop. One way to keep things fresh is to regularly offer limited-time incentives when a consumer takes a particular action. Don’t forget to take a look at what is working for your competitors.
Your consumers are communicating a different way than ever before. As mobile technology continues to rise as the primary means of communication, mobile apps and other handheld forms of engagement will be the heart and soul of customer loyalty.
|No comments||This entry was posted by EIC Social Media Team on October 8, 2015 at 4:30 pm, and is filed under Marketing Strategies, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
In particular, let us consider three of the biggest social sites for marketing – Twitter, Facebook, and Instagram. What percentage of companies are utilizing these social networks and what benefits are they getting back? Please note that the figures stated here are taken from May 2015 and only include major brands from the Auto, Fashion, Pet, and Yogurt industries.
Which social media site is seeing the most action from brands in these industries? The interesting fact is that Twitter came out on top with nearly half of the companies not only having a presence but actively using the site during the month. The more surprising figure, however, is that Instagram was more used than Facebook with about one-third of brands posting to the image hosting site as opposed to about one-quarter posting to the world’s largest social network.
Of course, once we look at the engagement stats, it’s clear to see why so many companies are focusing on Instagram. Instagram engagement was anywhere from 5 to 20 times that of the engagement brands were able to generate on Facebook (depending on the specific industry). In fact, one of the most surprising stats was that Twitter, the site companies used most, provided the least engagement. So why is Twitter so popular?
While Instagram is literally just a forum for consumer engagement, Twitter is a place where brands can gauge consumer perception and manage brand reputation. Instagram, on the other hand, really just provides eye candy for the consumer. If your brand is not getting likes, follows, and comments, there is really no other point to having an Instagram presence.
One of the most notable finds of the research on social media marketing is the frequency of cross-posting the same content to multiple social media sites. In fact, this may account for the high rate of Twitter posts despite low engagement. It’s easy for a brand to post all of their Instagram uploads to Twitter at the same time, but consumers seem more apt to respond to pictures on an image site. The same thing holds true with longer text content that may be shared between Facebook and Twitter, since the Twitter post can really only contain a link to the Facebook content.
|No comments||This entry was posted by EIC Social Media Team on October 1, 2015 at 4:30 pm, and is filed under Digital Advertising, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|