Posts tagged Social Media
Super Bowl #Marketing

For most of us, the Super Bowl is already a distant memory (one that Seahawks fans everywhere are intentionally repressing)… But we’re not here to talk about game highlights.

Last week we encouraged you to keep your eyes peeled for hashtags. Hashtag use wasn’t quite as prevalent this year (down to 50% of ads from 57% last year), but more users than ever took to social media to comment on Super Bowl advertising.  

Here are just a few hashtags that got major attention last Sunday:

  • Budweiser - #bestbuds
  • Coca-Cola - #makeithappy
  • Dove - #realstrength
  • Nissan - #withdad

There has definitely been a shift in the way major brands approach Super Bowl ads. The tone is slightly more serious, with many brands advocating for social/societal change… 

BIG WINNERS: MICROSOFT AND ALWAYS

Microsoft’s #empowering ads were a big hit in my book. They may not have been the most memorable spots, but they contained positive messages in which Microsoft was positioned as a solutions provider. 

The Always #likeagirl ad was arguably one of the most memorable and touching ads of the night. I’ll have to admit that I may like the Microsoft spot more (since it links Microsoft to solutions), but #likeagirl received an overwhelmingly positive response on social media. 

THE BIG LOSER: NATIONWIDE

Social media exploded after #makesafehappen aired. I hate to jump on the critical bandwagon, but the campaign was way too dark for Super Bowl Sunday. It was also (in my mind) ineffective marketing. The melancholy nature of the ad affiliates Nationwide with a huge problem (childhood death by preventable accident)… More effective advertising affiliates the advertiser with solutions. 

I love marketing that makes an impact, but I’m not sure how I feel about ultra-serious Super Bowl advertising. I understand the shift… Personally I have become immune to advertising that is over-the-top silly, but Super Bowl Sunday has traditionally been a light-hearted event. I would love to see more brands use marketing messages that are thoughtful AND fun. Consumers are multidimensional. Brands should be too. 

STAY TUNED FOR HASHTAG HOW-TOS 

Want to harness some hashtag power for your small business? Check back in with us next week for some simple tips.

Facebook Advertising Basics

Most small business owners are eager to harness the marketing power of social media, and it’s easy to understand why. There are more than 1 billion active users for Facebook alone! Social media can help your business to (cost effectively) reach a whole new audience. It can also be a source of frustration.  

Are you getting very little return on your social media investment?

If so, some basic education may help. Take Facebook for example… Your company page is VERY different than your personal profile. I know this because I work for a marketing agency, but I’m finding more and more that small business owners aren’t as familiar with the interworkings of social media. Mostly it’s because you’re busy, but Facebook (in my humble opinion) does a very poor job of explaining the limitations of your company profile and the importance of investing in ads. They tell you how great targeted ads are and neglect to tell you why you really need them…

Let’s step way back for a moment, and think about how the “typical person” uses Facebook. We log in, and BAM! There’s the news feed. Unless we’re prompted by a notification to go elsewhere, we spend the next few moments scrolling through that feed. We click on pictures, comments and articles that are of interest, and we ignore the rest. If we share a photo or status update, we can rest assured that all our friends (per our privacy settings) will see it in their news feed very soon.   

Here’s what Facebook hasn’t told you (at least not plainly) about your company profile… Your posts don't end up in every follower's news feed. In fact, they end up in very few.

In order to preserve user experience, Facebook limits the number of promotional posts that appear in personal news feeds. They have an algorithm that takes links, language, hashtags and a whole lot more into consideration… Your posts are displayed to a select number of your followers based upon the result.

Facebook for Small Business: Regular Posts vs. Sponsored Posts

The following is a real life example that may give you a better understanding of how small changes can increase the effectiveness of your social media strategy.

Client ABC spends between $500 and $1000 per month on content creation and social media management. The business has a Facebook page with 3,500 likes. 3,500 LIKES FOR A SMALL BUSINESS IS AMAZING! The company posts at least three times per week. 

The Problem - A lot of posts were only getting seen by about 50 people.

The Solution - We’ve managed to increase exposure two ways:

  1. Engaging Content – We do our best to create content that is timely, interesting and “share-worthy.” The goal is to encourage likes, comments and shares. The more Facebook users interact with your post, the more likely the post is to be seen in a news feed. Client ABC regularly shares important information about local events… These posts (which receive a few likes, comments and the occasional share) usually reach between 150 and 250 people. 
  2. Facebook Advertising – Content that features special offers and/or events are great material for sponsored posts. A small budget ($5-10 each) can dramatically increase the exposure a post gets. Client ABC recently spent $5 on an ad that reached a targeted audience of 1,800 people. 

Facebook Advertising Tips

Set a Goal – Marketing strategies should be crafted with a measurable goal in mind. Facebook offers analytic data so that you can track the performance of your post. Evaluate post engagement (audience size, clicks, etc.) and compare that with other desired results (increased revenue, transactions, inquiries, etc.).

Experiment with Advertising Options – A lot of “social media marketers” will tell you to never boost a post. I tend to disagree… Facebook gives you two options when it comes to advertising: the easier “boost” option and the more time consuming “create ads” option. “Create ads” will give you greater control over targeting, but if you just want to make sure a post is seen by your loyal following, the “boost” option works just fine. 

Let’s Collaborate

There may be an opportunity for us to collaborate on your next social media campaign! Contact us to schedule a complimentary call.  

Leverage Social Media Connections for Your Small Business

When crafting a social media strategy for your small business, there are a lot of important things to consider:

  • Appropriate platforms
  • Profile elements like company descriptions, imagery and icons
  • Frequency of posts
  • Topics/content for posts

That last one is a doozy…  As a copywriter, I’m pretty particular when it comes to content, and it’s all too easy to spend hours upon hours nitpicking what to post and share. Good content is an extremely important part of any social media strategy, but what if I told you that there is another (often overlooked) aspect of social media marketing that’s just as crucial?

Social media is, at its core, a platform for social interaction and connection. Get the most out of your social media strategy by leveraging connections effectively.

Reach a new audience via Facebook

Facebook posts that are made from a company page are only displayed in the news feed of users who follow the page. Facebook also has an algorithm that controls what goes into news feeds… which means that every post is not seen by every follower.  The most obvious way to combat this (and reach a whole new audience) is to run an ad or sponsored post. Facebook advertising is an effective strategy for a lot of businesses (especially B2C), but there are other ways to reach a new audience. Use that like button! You probably use the “like” option on your personal profile, but you can “like” things as a company as well. Partner with other businesses and organizations, and share each others’ content. To be most effective, a like should be mutual. 

Example: I’m a local restaurant owner who hosts an annual event for a soup kitchen. I know the soup kitchen has a Facebook page. I should (from my company page) “like” the soup kitchen’s page, and request that they reciprocate the favor. I can now tag the soup kitchen in my posts. If I create an “event” on Facebook, I can encourage the soup kitchen to share it on their page (which they would happily do)… now I’m reaching a whole new audience (soup kitchen followers). 

Gain Introductions via LinkedIn

One of the greatest features LinkedIn has is “Shared Connections.” This feature allows you to look at profiles (of potential clients) and see what connections you have in common. If you have a mutual connection, you could request a virtual introduction. This is an especially useful tactic for gaining B2B leads. 

Need Help?

Need help crafting a social media strategy for your small business? Getting to know one another is a great place to start! Email Kendall@RootedID.com to schedule a complimentary call. 

"Pinning" for Business

My name is Kendall, and I am a Pinterest addict. When it comes to recipes, fashion trends, home décor and DIY projects, FORGET Google. These days, I use Pinterest as a search engine for those topics. 

As most of you already know, Pinterest is a social networking site that allows users to organize and share all the fabulous things they find on the internet. “Pinners” organize their “pins” (image links) into theme based categories which other users can peruse, “pin” and “follow.” …and if a picture is worth a thousand words, it’s no wonder why Pinterest is so popular. The “dynamic grid” layout is the envy of online community. It’s the ultimate window shopping experience… picture, after picture, after picture makes it hard to step away from the computer!

The Pinterest community is largely comprised of individuals “pinning” for personal pleasure, but business are allowed to create accounts and “pinboards” as well.  Rooted ID even has a board if you would like to follow us!

Are changes on the horizon? We have read that some may be on the way, but don’t panic just yet. These changes just may lead to some awesome opportunities for business owners and marketers like ourselves.  

Potential Structural Changes for Pinterest

  • Main navigation – The current layout has a few category options located at the top of the screen. If you’re like me, you probably have a few favorite categories that you visit religiously, and you rarely bother with the rest. The new layout will include a comprehensive navigation icon that will encourage users to explore dozens of categories.
  • Pins – The new layout will feature larger images when you click to open a pin. The current layout features a small image surrounded by white space. The new layout will utilize that space with “related pins.” These won’t just be pins from the same board either… Pinners will be able to travel about the site by clicking links, much like Amazon users shop the related products category.

What does all of this mean from a promotional standpoint?

For brands that promote themselves on Pinterest, related pins would increase the likelihood of pinners landing on their page. The addition of the more relevant “related pins” may even pave the way for sponsored pins.  A Pinterest user frequents the style category. She clicks on a few sundresses, and the related pins offer all kinds of relevant options. The user finds a favorite, follows a website link, adds to cart and BAM! …a sale is made. .. No googling or website-window-shopping required. Imagine the possibilities!