digital marketing

The DOs and DON'Ts of SEO

If you’re a business owner, specifically a small business owner, SEO is no doubt a priority in your company. In fact, 57 percent of B2B marketers stated that SEO generates more leads than any other marketing initiative.For anyone not familiar, search engine optimization is the process of growing your online visibility through organic search engine results. Aka increasing your digital footprint without having to pay for it. That said, it’s a complex discipline and can be hard to navigate. To help everyone get a little bit better of an understanding, we put together our own list of DOs and DON’Ts when it comes to SEO!

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DO: Generate Engaging Content.

Putting out blogs and videos that resonate with your audience is one of the simplest ways to improve SEO. As more people are drawn to your website, the more naturally it will rise in the search engine rankings. Though it’s worth noting that quality over quantity should always be at the forefront when it comes to content creation. Focus on creating well-researched articles with quotable content to substantiate your reputation, but also increase your chances of your content being referenced on another website, more commonly known as “back-linking.” Search engines will automatically interpret back-links as a vote of confidence, however, be weary of walking the fine line when it comes to links.


DON’T: Become Too Obsessed With Links.

While of course links are important, as we said above, a common mistake is including too many links. Including your source for a statistic or news story is one always good, but having every other line in your article include a link not only makes it hard to follow along, it also makes it look like spam. People on your site want to hear your unique take on a subject, they don’t need every sentence to be one click away from navigating them off your page. Also, make sure when you do include a link, it’s to a reputable source. Nothing will discredit you faster than using a link that leads to an irrelevant page.


DO: Focus on Keywords.

You want to increase your visibility, so find out the keywords people use when searching and implement them into titles and meta descriptions where you can. Google Ads even offers a Keyword Planner to assist you in choosing terms. In the body of text, stay on topic as much as possible so the search engines recognize what you’re talking about, getting off on an unrelated tangent could cause your article to decrease in searchability.

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DON’T: Try to Take Shortcuts.

Don’t fall prey to scams offering for you to buy back-links or participate in reciprocal link networks, not only is it a waste of money, but they can actually harm you. Search engines are smart and are learning to pick up on these loophole tactics and the consequences for trying to cheat the system are reflected in your decreased ranking. SEO takes time and patience, nothing is going to change overnight.


DO: Focus on Local.

If your company’s target audience is local, it only makes sense to keep that in mind when strategizing for SEO. 43 percent of Google search queries are local, as are 25 percent on Yahoo And Bing respectively. Be sure to add yourself to Google My Business, a service dedicated to helping business owners have more control over what is seen when searching for a specific entity. You can also add a location page to your website so search engines can more readily deliver apposite results.


DON’T: Forget About Analytics.

You can read every article in the world about SEO, but at the end of the day if you don’t know how it’s helping or hurting it is just useless. Regular audits through your site, social media accounts, and Google Analytics will help you understand which tactics are working for you and which are a waste of time. Optimization means staying on top of it, not just coming up with a plan and letting it play out regardless of the results.






Four Digital Marketing Trends to Look Out for in 2019

Technology: the ever-evolving arena we live in as digital marketers. Gone are the days when artificial intelligence and voice searches were confined to the sci-fi genre; instead they’ve become a daily part of our lives. 2019 will undoubtedly bring even more advanced trends in the digital landscape, and as marketers, it’s our job to stay on top of them.

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Live Videos

Instagram Live, Facebook Live, YouTube Live… Everywhere you turn, you now have the ability to engage with followers in real time, to allow them to feel as if they are “part of the moment.” Not only is it a quick, and inexpensive, way to connect with your audience, it also carries with it a sense of authenticity. Live streaming means unscripted dialogue, immediate interaction through likes and comments, and it literally gives a face to the brand, instantly making you that much more memorable. Specifically, live video is becoming more popular for giving followers a “behind the scenes” look at what you do, how your product is made, who you are, etc. Vimeo found that 82 percent of viewers would rather watch a live video than view a social media post from brands they follow.


Voice Searches

By 2020, it’s estimated that 50 percent of all searches will be conducted by voice, whether that be through a smart speaker, laptop or smartphone. While this may still feel like a relatively new trend, it can no longer be ignored. Unlike typed searches that tend to be short and concise, voice searches are conversational, meaning content needs to be more conversational as well. Think about keywords people use to speak rather than type and make sure your copy reads well out loud and not just on a page. As the popularity for AI devices like the Amazon Alexa and Google Home continues to grow, so will the need to sell ad space across the platform.

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Chatbots

These days it is not uncommon to click onto a website’s landing page and immediately be greeted by a pop-up chat box in a bottom corner of your screen offering to help guide you through the site or answer any of your questions. However, it’s likely not an actual person you would be interacting with, but a chatbot powered by artificial intelligence. Even so, though, this offers visitors a more personalized experience. If they were in a physical store there would be someone there to help them, so why should the online version be any different? Not to mention, chatbots are available 24/7. Even when you’re sleeping or taking time off, your customer is still having someone take care of them. They’re also equally popular across generations as both millennials and baby boomers are comfortable interacting with chatbots.


Influencers

Facebook had its privacy scandal and subsequent investigation, Twitter is bogged down by fake accounts, SnapChat is struggling to generate revenue, yet Instagram grows ever stronger. In 2018, Instagram hosted 93 percent of influencer campaigns making it the most popular marketing platform. A 2016 study by Google shows that 70 percent of teenage YouTube audiences are influenced more by YouTubers than traditional celebrities. Influencers have become famous by showing their expertise in a particular niche, e.g., fashion, travel, makeup, etc., and thus become trusted on those specific topics. Influencer marketing is also expected to grow even more competitive in 2019, so start forging those relationships now, before someone else does.













Four Tools Every Content Marketer Should be Using

Content marketing has quickly become one of the most competitive arenas in the digital landscape, meaning it is essential to have a dedicated content marketing strategy in place. It may seem simple to streamline your content for the week, but the truth is it actually takes a lot of time and effort. Below, we’ve outlined some of our favorite tools that help us ensure our marketing strategy is consistent, original and compelling.

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HootSuite

Posting to social media is easy enough, but having to individually log on to each platform--Facebook, LinkedIn, Instagram, Twitter, etc.--to share the same message is not only tedious but also time-consuming. Enter HootSuite. More than 16 million people employ the tool’s ability to either post instantly or schedule messages across more than 35 social networks from one dashboard. Additionally, HootSuite offers analytics reports to help you better understand what campaigns are most successful.

Grammarly

No matter how adept a writer you may be, no one is immune to the occasional grammatical error or misspelled word. Luckily, Grammarly is there to make sure you never look the fool. Not only does the tool catch simple grammar mistakes and spell check the document, but it also takes into account the context and makes suggestions where a better word could be used, lets you know if you’re overusing a word, and even checks squinting modifiers. Plus, you can install a Grammarly extension into your browser of choice so that you don’t even have to leave your window for editing. Grammar errors are a needless mistake that makes you or your business appear less credible, so why leave it up to chance? (Special thanks to Grammarly for editing all of EMB’s blog posts!)

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MailChimp

59 percent of B2B marketers say email is their most effective channel in terms of revenue generation, and MailChimp is an excellent aid in creating and disseminating original marketing campaigns. The tool offers templates for newsletters, ads, emails and more and allows you to automate the messages for different audiences. After a campaign is sent out, you can track open rates and click rates, and Google Analytics works in unison to demonstrate the amount of traffic and revenue generated. Users also have the ability to create different subscriber lists, and MailChimp automatically keeps track of who the most engaged subscribers are and lets you know which emails are bouncing back.


Coolors

Speaking of email campaigns, a bad color palette can completely ruin a message, no matter how strong. 90 percent of information transmitted to the brain is visual, meaning if someone can’t read your type or the colors are too harsh on the eyes, they’ve deleted the email before they even read what it was about. With the use of Coolors, you never have to worry about unsightly color combos again. The site is free to use and instantly generates aesthetically pleasing color palettes with the touch of a button. You can even upload the image to be featured in your email or social post, and Coolors can the exact colors in the picture and design a palette to complement it. Once completed, you can save or export the palette to be used as many times as you need.


Check out one of our older posts here for four more software tools we love!








The Value of Influencer Marketing

The ever-changing digital landscape we live in is constantly changing the way we do business. No longer are people merely turning to their peers for recommendations, they’re looking to see what their favorite YouTuber or Insta Blogger has to say about products. This is particularly true for younger generations like Millennials and Generation Z. Thanks to social media platforms like YouTube and Instagram, regular people are now able to build their own brands by generating engaging content from the comfort of their own homes, making them that much more relatable.

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Unlike celebrities, influencers tend to be more engaging with their followers--they answer your questions, like your comments and share personal stories--in short, they come across more genuine. A 2016 study by Google shows that 70 percent of teenage YouTube audiences are influenced more by YouTubers than traditional celebrities. Influencers have become popular by showing their expertise in a particular niche, e.g., fashion, travel, makeup, etc., and thus become trusted on those specific topics. Celebrities, however, are paid to give recommendations because they have a large following due to their acting, modeling, singing, etc., making them seem less authentic when endorsing a product. Actress Blake Lively is known for her signature golden locks and has been a spokesperson for L’Oreal Paris for a couple of years now. But let’s be honest, do we really believe Blake Lively colors her hair out of a box? Probably not. However, could we believe our favorite beauty blogger does? Sure. Furthermore, 49 percent of consumers depend on influencer recommendations when making purchasing decisions.

Now, not all influencers were created equal, and it takes some time to find the right one to work with. You’ll want to make sure your target audience falls within their following, as well as ensure that their content is aligned with their messaging. Someone might have 100,000 followers, but if it’s 100,000 people who don’t care about what your selling, you’re just wasting everyone’s time and money. Not to mention if you demonstrate that you’ve done research on the influencer you’re reaching out to by explaining the synergies between their messaging and your product, they will be much more inclined to actually respond.

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It is also essential to be on the lookout for influencer marketing fraud, or people who appear to have a large following but in reality, have paid for most of their followers or are using artificial followers to make themselves seem more valuable. That said, once you find the right people, influencer marketing is a surefire way to increase conversion rates as well as be cost effective. On average, brands see an ROI of $6.85 for every dollar invested in influencer marketing.

Influencer marketing is especially unique because it is a mutually beneficial relationship. Influencers want to find brands and products to promote to their audience, and companies need people to promote them. Whether you’re an influencer yourself or are someone trying to find an influencer, understanding this new branch of marketing is key to success. And for those of you out there working to become an influencer and build up your following, check out iFluenz, an agency which specializes in all things influencer marketing.








Understanding How to Market to Different Generations

Labeling the different generations has long been an American pastime, particularly when people are trying to justify or explain specific characteristics. And while it may be fun to poke fun at Millennials and blame us for killing the napkin industry, the truth is understanding how each generation thinks has become a key component in marketing. Recently, some industry insiders have even been coining the term “generational marketing” as a way to modernize marketing strategies. By breaking down and understanding how to connect with the different audiences, you’re gaining a competitive advantage in allowing customers to feel like you know them.

Traditionalists or the Silent Generation (1945 and earlier)

The oldest living generation in the U.S. is often described as conservative, hard-working and resilient. They grew up in a time of crisis as their lives were heavily influenced by the Great Depression and both World Wars. And just like their label--they are quite traditional, meaning they’re not interested in any kind of flashy, high-tech advertising tactics. These are the people who still wake up every day and actually read the newspaper. While some would say this group has become a niche demographic, the fact is they still have purchasing power, and thus must be accounted for when strategizing marketing concepts.

Baby Boomers (1946-1964)

Also known as the “me” generations, these are the people who are slowly starting to embrace the digital age but still appreciate a good voicemail or face-to-face conversation. Although Millennials are on track to surpass Baby Boomers as the largest generation in the next few years, baby boomers continue to have the most purchasing power. They’re heading into retirement and tend to have significantly higher disposable incomes compared to Millennials, many of whom are bogged down by debt. This demographic spends the most across all product categories, yet are targeted by just five to 10 percent of marketing. If businesses took advantage of putting effort and funds into capturing this group’s attention, they would be poised to emerge as a marketing leader.


Generation X (1965-1980)

Of all of the groups, Gen X is continually the hardest to categorize. Sandwiched between two larger generations that are vastly different from one another, millennials and baby boomers, Gen Xers can often be overlooked. In a 2010 survey, Pew Research asked adults of all ages if they thought their own generation was unique, about six in 10 Boomers and Millennials said yes, while only approximately half of Gen Xers said the same. They aren’t worried about themselves, or what makes them special, they’re concerned about their young children and securing their futures. For this reason, marketing targeted toward Gen X should be less about them and their needs or wants, and more about promoting stable family life.


Millennials (1981-1995)

Ah yes, the “special snowflakes” that everyone else seems to love to hate so much. Millennials are known for having a sense of entitlement, something instilled in us by our Baby Boomer parents and a lifetime’s supply of participation trophies. Bad reputation aside, we’re also an emerging opportunity for marketers that businesses can’t afford to ignore. Millennials possess a collective $600 billion in purchasing power each year, a number that is expected to grow into the trillions by 2020. We are also motivated by recommendations from family and friends and attracted to easy shopping, i.e., online shopping. When making a purchasing decision, we look to reviews from other customers and will do anything for free shipping. All advertising and marketing campaigns should also always be optimized for mobile viewing as 52 percent of Millennials use smartphones for shopping and browsing.

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Generation Z (1996 and later)

Millennials may be very tech savvy, but it’s nothing compared to this digital generation. They were born into an age where they cannot even imagine life without a cell phone, let alone without Wi-Fi. The most socially conscious and diverse generation, they also are more inclined to interact with companies they believe in. With Snapchat, Instagram, and Twitter quite literally at their fingertips, they will be quick to judge a company’s authenticity based on their social media presence. They have an average "eight-second filter" to gauge whether something is worth their attention. The youngest generation also tends to gravitate toward getting information quickly without having to actually speak to anyone, think short explainer videos and social media campaigns.


At the end of the day, it’s important to remember that not all marketing is created equally and what may resonate with one person could offend another. But the best way to combat this is to understand the different demographics and make educated decisions in your marketing campaigns. At EMB, we work with each client individually to come up with a custom marketing strategy tailored to their target audience.






Am I Budgeting Enough for Marketing in 2019?

We don’t know about y’all, but here at EMB we can’t believe it’s already almost November! Where did 2018 go? As the year comes to an end, many relax, but the wise prepare for the year to come. If you are interested in the continuous upward growth of your brand, then you are most likely planning out your marketing budget for 2019, though if you have not done so yet, no need to fret. This blog post will not only help you begin the brainstorming process, but also force you to answer some challenging self-evaluating questions.

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Where are Other Companies Spending Their Marketing Budget?

There are a few key concerns when gauging where you should allocate more or less money into your marketing budget, the first being what are other companies spending their marketing budgets on? Which form of marketing is the most popular and yields the most significant reaction from my targeted audience? According to Forbes, we should expect to see more money being spent on influencer marketing and content marketing to help continue to build relationships and add value to them in 2019. This assertion correlates well when read in conjunction with articles that provide data displaying that 82 percent of businesses will increase their digital marketing budget by 50 percent.

Simply put, companies are spending more of their marketing budget on digital marketing as opposed to paper and print marketing, and more specifically, budgeting for more visual content with fewer words. The trend is to follow the traits of the audience, 85 percent of whom are watching videos on a daily basis. Specifically, how-to videos have been said to increase conversions on a webpage by as much as 80 percent.


Are My Marketing Efforts Working?

This question is a difficult one to answer if you do not necessarily know how to track your progress. One way to do it would be to look at how many sales you generate in a month compared to the amount you spend monthly on marketing. This equation may be harder to use for a business that has not quite started rolling in dollars, but still very well may be experiencing a return on their investment via the new relationships they are forming and the traffic they are generating. Other things to look out for when determining whether your marketing efforts are actually working are: lead generation, brand awareness, engagement, lead nurturing, sales, customer retention and building an audience through subscriptions. Furthermore, analyzing where your traffic is sourcing from will help you determine where the money you spend is leading people back to you the most; whether it be postcards, e-mails, videos or blog posts. Once you have an idea about the way in which people are finding you, you can then begin to focus more on those avenues in the hopes of continuously increasing traffic.

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Preparing for a new year is a necessary evil, and allows even the best of the best to take a moment to reflect on their highlights and downfalls. Fortunately, this daunting task can be made easy with the help of tools such as this free 2019 Digital Marketing Budget Calculator. With the upcoming year just on the horizon, do not be afraid to adopt the “out with the old, and in with the new” mentality. Staying on trend is the name of the game. Visit our homepage to learn more about how we at EMB can help you strategize your 2019 marketing plan.



Tips for Curating an Email List that will Actually Drive Results

As a brand, you want to ensure that you are consistently adding to your pool of potential clients. Email marketing specifically has become one of the No. 1 ways to sell anything online! In the competitive market we are forced to survive in, every email address or phone number can turn into a success story or a referral for the same. How have you been growing your database thus far? Listed below are a few of the most effective ways to develop a database and some of the mistakes even you may have made in the process.

The most effective way to grow a database will always be the one that works best specifically for your brand and audience. However, there are a few tried and true methods of collecting information that generally yield those positive results for which we are searching. One fresh and exciting way to gain emails is to host a giveaway! Perhaps on a social media platform or on your brand’s website itself. Create requirements that make providing your email mandatory for giveaway entry; people will then be incentivized to give over their personal information. An essential part of growing your list is providing your subscribers with a reason to want to hear from you. Virtually the most effective way to expand your email list with actual potential clients is to give them something worth sharing with their friends, family, and social networks with ease. Viral content is key!

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The biggest mistake a brand can make concerning their email list is believing there’s not a reason or need to get rid of a little clutter. People who have shown no interest in becoming a potential buyer or have had a substantial change of circumstance, for the purposes of your email list, would be considered clutter and should thus be removed. According to Hubspot, your email list degrades by 22.5 percent every year thanks to changed email addresses, or that pesky little “unsubscribe” button, making nearly a quarter of emails sent out essentially a wasted effort. One should also always be mindful of emails that are bouncing back, and apt to learn why they are bouncing back. It could be as simple as a typo in the server name, or perhaps the email address is no longer valid. It may sound counterproductive, but it is far better to have a smaller email list with better quality customers than a larger database where the majority of your emails are getting deleted, sent to junk mail, or worse, reported as spam. Keep an eye on your open rates; if someone is consistently never even opening your email, it’s probably a sign they should be scrubbed from your database. Quality over quantity, always.

Another naive move made by many people eager to grow their list is buying subscribers. Yes, there are websites where you can purchase the online address of millions of “people.” This may sound like a quick fix to some people, but the downside to this is the lack of relationship you have with these people, who are now a part of the of group clicking the “unsubscribe” link and leaving you with nothing to show for your email campaign. You also run the risk of wasting money on emails that may not even belong to real people, or worse, addresses that are misspelled or incomplete. Not to mention if you end up with too many spam reports, you’ve put yourself in the position of losing the trust of the few true subscribers with which you started.

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Going forward, put yourself in the shoes of your subscribers. Persistence can yield results, but also walks the fine line of being annoying. A million discounts may not bring you the desired amount of revenue or the quality of client you want long term. Content is not limited to discounts - send out a blog post roundup, FAQs, big news for your company or industry; there are so many possibilities, it just takes a little team brainstorming. If you’re feeling like your open rates are declining, you might even consider sending out a poll or survey asking what kind of content they enjoy receiving in email marketing campaigns. Don’t be afraid to switch up your tactics and keep your subscribers always wanting more.

Enjoy what you read? Then head here to subscribe to our email list. We guarantee consistent, quality content, and promise not to spam you! :)




Does my Brand Need an Influencer?

To answer the title question, no, your brand does not necessarily “need” an influencer. There are multiple ways in which your brand can gain traction through the use of digital marketing agencies and things alike. However, it would be a disservice to you as a brand owner to neglect to shed light on what GoogleTrends and Forbes have reported as being the “fastest growing sector of digital marketing.” Although this post may not provide an exhaustive list of considerations regarding joining the trend of influencer marketing, it will offer you a better understanding of what an influencer is and how they can help your brand.

What Is an Influencer?

The short and sweet definition of an influencer is: A person who uses social media really well, gets a lot of likes, and influences people like you and me to buy the products or services they are using. Perhaps you already have a social media account on which you follow people who are always on trend, continually trying new things and encouraging you to do the same, or just seem to have a lot of engagement on what they post. If so, you have successfully been exposed to the world of influencer marketing, and it happened without you even realizing. Don’t be alarmed, this is good. It shows that the influencer has done such a phenomenal job of sharing their testimony of products, and building a relationship with you through their transparency that you actually have gained a sense of trust for an individual you may have never even met! See the beauty yet?

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How Can My Brand Benefit from Having an Influencer?

To determine if an influencer can be beneficial to your brand, we must first determine what exactly they do. The short and easy definition we provided you with earlier in the post has probably incorrectly caused you to assume that influencers are merely people posting pictures on social media. This thought couldn’t be further from the truth. Influencers are essentially the equivalent of a recommendation from your best friend! Now, just imagine that this recommendation is being made to 5,000+ best friends, and further, the suggestion is your brand or business! (If your best friend has lousy recommendations, then this isn’t a helpful analogy).

As a brand, one of your main goals is not only to reach the masses, but to create an entity to which people relate and with which they feel comfortable spending their hard earned money. As with the vast majority of marketing options, influencers come with a price tag, so before you make the investment, let’s take a look at the ways influencers can be beneficial. For starters, influencers are less annoying, and as a result, do not fall subject to the powerful pop-up blocker (can you believe 47 percent of online consumers use pop-up blockers?). This means, more people get to see what you have to offer, and most importantly, they are actually enjoying it. When information is presented in a more authentic way, as with showing someone’s favorite Instagrammer indulging in your product, people tend to have a better reaction, which leads to better conversion rates going forward.

Not only are the influencers helpful in presenting your product or service most organically, but they also put you in a better position to gain a cult of supporters. This holds true when statistics reveal customers acquired via word-of-mouth have a 37 percent higher retention rate. Another great way that an influencer can benefit your brand is by possibly saving you a few coins on the front end and yielding almost twice the reward of what your paid advertisements have provided you. Ultimately, influencers can work to bring your brand increased website traffic, create a sense of authenticity, and keep your brand at the forefront of the minds of your consumers without being a pest, and all for a fraction of the cost of paid advertisements.

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As with the many decisions you must make as a brand owner, the decision to hire an influencer isn’t one you want to make before you do your research on them and your desired target audience. Finding an influencer will require trial and error just like your previous marketing efforts, and will bring a new character to your brand’s story. The potential rewards that come from hiring an influencer are evident, but always remember that you are the captain of your ship and what works for one company may not be what works for you.

At Enrich My Brand, we are dedicated to helping brands like you discover what their next marketing move should be. If you would like to learn more about implementing an influencer marketing campaign for your brand, we highly recommend using our friends and partners at Ifluenz. Ask us how we can help you set up and manage an influencer marketing campaign of your own.











Identifying Which Social Media Platforms are Best for Your Brand

By now, we are all aware of both the benefits and problems social media can bring our brands. Virtually free promotion and advertising are right in the palms of our hands, and according to We Are Social, there are more than 3 billion social media users as of 2018. With such a powerful tool at our disposal, how unfortunate would it be for us to utilize the wrong social media platform for our brand? Here are three strategies for determining which social media platform your brand should use:

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1. Know Your Target Audience

One of the most effective methods of discovering which social media platform will best communicate your brand is identifying your target audience. When presented with the 2018 statistics for the most popular social networking sites, you might feel an added pressure to choose between Instagram, Snapchat, Facebook, and Twitter. Before you decide to opt for the statistically more popular platform, take a moment to identify with whom your brand seeks to engage. Sure, Facebook may have more overall monthly users than Instagram, but when you are striving to build the trust of millions of college-aged consumers across the world, Facebook may not be the best choice considering their largest demographic is users between the ages of 25 and 54.

2. Which Type of Content Will Serve You Best?

Rightfully so, each of the social media platforms available to us provides a different method of content publishing. For example, Twitter is a site primarily driven by written blurbs of up to 280 characters in length. The nature of Twitter in and of itself is fast-paced conversations beginning and ending every second in real time. Twitter also allows users to post pictures for others to “like” and “retweet” affording more exposure to the publisher. Instagram, on the other hand, provides users with a portable, personalized art gallery in the form of a feed of thousands of photos from their family, friends, and most importantly, favorite brands! Instagram also has a new feature that allows users to “go live” through streaming in real time as well as create interactive slideshows in the form of a “story.”

Here we have two amazing platforms with equally amazing features, so how on earth do we make a decision? First, take a closer look at the nature of your brand. What is your brand’s personality? Is your brand one people can come to for quick updates, new tips, and new trends in the market? If so, you may consider a platform like Twitter, where it is a social norm to post consecutive posts within two to five seconds of your initial post. Or perhaps you are an up and coming stylist with the goal of gaining clientele and showcasing your talent. In this instance, your vision may require the tools of Instagram allowing you to provide your future clients with an aesthetically pleasing portfolio of your capabilities. Allow your brand to speak for itself through the proper platforms!

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3. Don’t Be Afraid to Have More Than One

This is an essential tip for many brands on the hunt for their proper social media avenue as often times when making decisions, we naturally feel compelled to decide on one item. Fortunately, there are often many situations in life where you can have your cake and eat it too. Having more than one social media platform for your business not only increases engagement between your brand and consumers, but also gives the audience a multifaceted view of your brand as a whole. The key to each one of these social media platforms is using it in your favor.

Take McDonald’s for example, they chose to introduce their “All Day Breakfast” campaign with an Instagram photo and a Tweet to the same effect. The results of their campaign efforts through Instagram yielded greater engagement than what resulted from the Twitter post, but the fast-food powerhouse was also able to publish more content back-to-back on Twitter without being thought of as obnoxious from its followers, something that may not have been as welcomed on Instagram.

The key takeaway here is that each social media platform offers a valuable feature that another may not. As a growing brand, do not allow yourself to feel confined to one specific social media site, and more importantly, make sure the platform you do choose will provide you with the proper tools to communicate your brand to the masses. Trial and error are inevitable on the journey to cultivating your brand, but with the help of Enrich My Brand, you no longer have to go at it alone!

 

 

 

 

How the Use of Social Media Can Ruin Your Brand

Starting a business and launching a brand; it seems as if everyone is doing that these days right? In case that isn’t enough pressure, have you also noticed that a social media presence is imperative to the success of your new venture? According to a 2017 report by Infusionsoft, a whopping 71 percent of small businesses and brands plan to use social media to gain new customers in 2018. New customers, clients and new interactions are the goals, but one must always be cognizant of the unique problems social media can bring your company.

Lack of Control Over Content Posted

Whenever you’re coming up with a new social media strategy, there are some key things that you want to keep in mind. Who all will have access to the social media accounts? Will one person be in charge or will multiple employees be working across the platforms? Your brand is delicate, and one undercooked post will leave a bad taste in everyone’s mouth, meaning you have to be extremely cautious when devising digital marketing tactics. Consider the tragic social media marketing snafu Snapchat had earlier this year. The social media powerhouse chose a less than ideal marketing tactic when they used the incident of domestic violence between singer  Rihanna, and her ex-boyfriend, singer Chris Brown, as a way to promote a new game. The post posed a question asking users if they would rather “slap Rihanna” or “punch Chris Brown.”  The ad was quickly removed after Rihanna herself issued a statement shaming them for making light of domestic violence after which Snapchat issued an apology on the matter stating that the ad was “approved in error.” Sounds like a classic case of not having enough control over what your brand is putting out in the atmosphere.

Negative Review Circulation

We have all seen the power of social media interactions! Perhaps you are like many other people who check a company’s reviews before making a purchase or booking their services. After all, an informed consumer is the best consumer, right? This is true, but when the reviews about a company are negative, take a moment to reflect on how that impacts your buying thought process. Now multiply that feeling times a couple thousand retweets/shares on various social media platforms. Brutal. We have seen it happen to some of the largest brands, from airlines like Delta to fast-food chains like Chipotle. One lousy customer review from a mistreated guest or the receiver of contaminated food can send your reputation down the drain, so being on the forefront of correcting poor customer care is paramount in maintaining reputations.

Nothing Special About You

The truth is, your company’s social media feed should not just be about you. Often times small businesses and brands take a step toward social media marketing, but entirely miss the target. Sure, you want your followers and potential customers to be well versed in the services and products you offer, but where is the balance? 45 percent of consumers will unfollow a brand on social media if their platform is dominated by self-promotion. If the vast majority of the content you post is a text-filled image advertising your rates and special offers, your social media won’t feel very… “social.” Remember that people follow businesses and brands because they want to feel engaged,  so don’t forget to give them an opportunity to do so.

Social media marketing is supposed to be a fun way to bring you closer to your target audience. Use your platform to your advantage, and allow your business and brand to be transparent, extremely informed and willing to engage. Statistics from Social Media Today tell us that 20 to 40 percent of consumers spend more money on brands who they are able to interact with. Why not put yourself in the proper position to experience this benefit? And of course, if you need a bit of direction, we at Enrich Your Brand can do just that!