Archive for May, 2016
Social media can be a slippery slope for businesses that are just getting their feet wet. How can you navigate the social norms and come out ahead? Here are some tips that will help your social media accounts create engagement without causing controversy.
Choosing Social Media Accounts Wisely
It’s a bad idea to try and keep up with a social media account on every service available. First of all, this will pull your content in too many different directions. Second, it can be tough to keep up a dozen accounts properly, and the only thing worse than no account is a stagnant social media account that doesn’t gets updated regularly. Having said that…
Post Regularly and at the Right Time
Depending on the social media accounts you choose to use, it may vary what is considered an average amount of times between posts. However, the point of being social is to communicate, so daily posts are the norm on almost any platform. Check to see how your posts perform, and you can eventually post only at the times you see the most interactions.
Maintain One Voice
If you have more than one social media account, make sure that all of your accounts accurately convey brand values. While consumers may expect your accounts to have different people running them, it shouldn’t be obvious when a different user is at the helm. Content, comments, and even whom you choose to follow back should be consistent. This builds trust in your brand.
In the social media world, companies have two primary options—you can entertain your audience, or you can educate them. No one wants to be sold to while on social media, so don’t be pushy. Entertaining and informative posts will move consumers to interact with your brand and can lead to loyal customers.
Have Real Conversations
Real people can tell when they are communicating with an autoresponder. Have an actual person available to read and respond to comments or to comment on your fans’ posts. That kind of social interaction is what this medium is all about. The worst thing you can do is to ignore messages. Responding within a day is an important rule of thumb to show that your company cares.
|No comments||This entry was posted by EIC Social Media Team on May 25, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Retail apps, social advertising, and expedited shipping are a few of the things that are shaping the future of online retail sales. We have three more digital trends to share with you that will keep online retail sales booming.
The Internet has made it easier than ever for someone to run a retail store out of his or her garage, basement, or living room. Etsy has allowed thousands of people to start their own small operation. Stores operate by selling through Amazon and eBay. Uber is a great example of how peer-to-peer sales has spilled over into the service industry via the Internet. But again, don’t expect corporations to lose out just because more people want to run their own little stores. The Amazon and eBay examples noted above are ways retail companies are making sure they get a cut of the peer-to-peer retail revolution.
Evolving Price Control Infrastructure
One of the interesting things about shopping online is how quickly prices change. You may save an item in your Amazon shopping cart only to learn that the item cost has doubled in a few hours. But have no fear because two days from now it may hit an all-time low, giving you the deal you were seeking. Stores don’t work like that. Someone needs to wander the entire store printing labels to make sure items ring up at the same price as they are marked. The two worlds collide when stores offer in-store pickup at an online store’s price. What if the local store sold something for more than the online store? This can result in confusion and frustration for the buyer as they wait for local retailers to communicate with corporate about the online price. Electronic in-store pricing may be the next trend that allows prices in a brick-and-mortar store to update as quickly as an eCommerce sister store.
Content Is King, Even for Online Retail
Content in the retail marketing industry is continuing to evolve. Consider Redbox’s various means of enticing customers. Between SMS, email, and app-only discounts, users are treated to regular free and cheap rentals (for the first night). But special deals create engagement with users needing to text a code daily during a special discount week or by playing a little minigame (spin the box) to get the coupon code. Online sites like Alibaba have weeks of games and excitement for consumers to build up coupons for special sales. It all leads up to content being an important part of creating anticipation for the big purchase.
|No comments||This entry was posted by EIC Social Media Team on May 18, 2016 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.|
Retail sales are soaring, and that means more money to be poured back into marketing. This is particularly the case for digital marketing with the prominent role that online sales played in last year’s fourth quarter for many companies.
What are the hottest trends to boost your brand’s online sales?
Mobile Retail Apps
More people than ever are making purchases from a smartphone or a tablet. But retail apps are quickly becoming the hottest way to make a purchase from a mobile device. If your brand isn’t selling on an app yet, you are falling behind. Now is the time to develop an app, create a new app, or upgrade an old app that makes it simple for consumers to purchase what they are looking at without having to get off the couch or put down their morning coffee.
Sponsored Social Media Ads
We’ve been using social media to promote brand awareness and boost brand perception for a few years now. However, just about every major social media platform has now developed a sponsored ad system. This is an excellent way to combine the two things that people seem to like to do the most on their phones—socialize and shop. Native content places your ad seamlessly into a user’s feed and can create engagement while also providing a soft sales pitch. Paying per click, per install, per follower, or other actions is a great way to make ad dollars count.
Instant Gratification Calls for Expedited Shipping
Consumers who shop from mobile devices want what they want now. They don’t even want to get up out of their easy chair. Why would they want to wait a week for a shipment to arrive? Creating online sales involves being willing to offer great deals on fast shipping. And this is not just a trend for retail businesses. People want to be able to use their phone to order from a restaurant and have food waiting when they arrive. If the Internet has taught this generation anything, it’s that you should never have to wait for what you want. Consumers expect retailers to live up to that expectation, too.
|No comments||This entry was posted by EIC Social Media Team on May 11, 2016 at 4:30 pm, and is filed under Online Advertising, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
You might cite YouTube as the start of the digital video revolution. More than two decades ago, YouTube allowed us to begin sharing our videos with one another in a simple format. All you had to do was record and upload it for all to view. Of course, back then it was all fun and games, and digital video ads were just a glimmer in the eyes of marketers.
Before long, ads were here. Whether it was a brief ad or a longer one that users could choose to skip when nothing in the first 5 seconds caught their attention, it was still a great way to reach the millions of people who were flocking to YouTube to watch videos of cats, or discover the latest singing talent. Now we’re here in the age of video marketing.
Usage of the Internet is continuing to shift. People spend more time online watching videos than doing anything else. In fact, some projections show that in 2017 nearly three-quarters of Internet traffic could be videos. That’s a shift for content marketers who may have previously been focusing on articles and images. Before long, blog posts might be just a paragraph to introduce a video (and perhaps words that most people don’t even read). Of course, that brings up questions of SEO, since text is how we alert search engines about whom to send our way, but Google will have to cross that bridge when that time comes.
Even small businesses have to search out ways to keep up, and they must decide:
- Do you create videos by sitting in front of a laptop or tablet and recording yourself against a blank wall in the office?
- Do you set up an in-house studio of sorts?
- Should you hire a digital video marketing firm to fill those needs – trading a little extra money to get more professional content?
What it comes down to for businesses small and large alike, is the importance of incorporating the use of video marketing when developing a content marketing strategy. We’ve always tried to go where the consumers are, and right now consumers are watching videos online.
|No comments||This entry was posted by EIC Social Media Team on May 4, 2016 at 4:30 pm, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|