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You Have A New Lead — What’s Next?

Leads are great, but only to the extent that you convert them to customers. It’s not rocket science, but you do need some smarts about motivating leads to purchase your goods or services. In this article, we’ll give you some tips on how to qualify and convert leads, thereby increasing your sales and growing your business.

There are plenty of useful tools for nurturing and converting leads. You can use a customer relationship management (CRM) app to keep track of leads, customers, and interactions. You can use a tool to automate your email campaign, or perhaps use an entire platform such as HubSpot, which offers a suite of tools for inbound marketing.

To simplify the discussion, let’s say your small business acquires leads by collecting the email addresses of website visitors. Perhaps you have a free offering that requires a visitor to enter an email address to qualify. Now, some leads are more promising than others. Here’s how to identify good leads and engage them:

  1. Optimize product pages:

    Your website should clearly describe what your company does and what it offers. Visitors should be able to easily navigate to product pages for the particular goods and services that interest them.

  2. Always include calls to action (CTAs):

    You use CTAs to collect email addresses and other basic information when visitors request a free download, demonstration, or some other goody. This is the most common way to collect leads. You can also buy sales lead lists from list brokers who deal in your industry.

  3. Nurture leads via email streams:

    You can create streams of automated emails to nurture leads. You start with emails that offer generally useful information and then slowly introduce your sales pitch in later emails. Using email management software like Mailchimp can help you track the progress and effectiveness of your email campaigns. Software can vary the mail stream depending on the lead’s responses. You want recipients to open their emails, so include compelling information, special deals, and other enticements.

  4. Schedule a meeting:

    The email campaign should help you identify the most promising leads. These are the ones that would benefit from a personal contact, such as a phone call, meeting, or an invitation to a seminar. You should try to schedule the follow-up interaction as soon as possible before the lead loses interest or is otherwise distracted. You can automate a Google Calendar entry that leads can post.

  5. Institute a reminder strategy:

    The reminder strategy involves contacting a lead via an email, phone call, text message, etc., about a scheduled interaction. A gentle reminder can reduce the number of no-shows. You will want to confirm their preferred method of communication, including their best phone number and email address.

  6. Offer a deal:

    You should understand your competitors’ offerings and prices so that you can offer an enticing deal at a defendable price. That means ongoing market research so that you can always present a competitive price.

  7. Track your sales reps:

    If your business is big enough to have sales reps, you must track their performance over time. Underperformers may need training and additional support.

  8. Collect statistics:

    Your marketing return on investment (ROI) can only be measured if you collect meaningful statistics on your marketing and sales efforts. There are many stats to track, but of course the most important one is leads who make a purchase — your conversion rate.

Conclusion

Leads are valuable, don’t let them go to waste. Review your marketing and sales strategies over time by way of conversion ratio and other metrics. And if you don’t feel like you’ve got a handle on this aspect of marketing, there are many resources available to you, including books, websites, videos, courses, seminars, toolkits, and so forth.

5 Tips on How to Boost Your Business With Webinars

If you’re looking for new effective ways to promote your business, webinars are certainly worth giving a try. Webinars have proven to be an effective tool that generates high-quality leads quickly. One of the great advantages of webinars is that even small businesses and startups can afford them.

If you own a small business, the chances are that you like to learn something new and you already know what webinars are. And if you don’t, here are some great webinars for small business owners. However, webinars are not only a good educational tool but also a very effective solution for businesses that want to promote their products or services, gaining visibility and attracting a fresh audience.

What Webinar Marketing Is

Webinar marketing is based on the use of online seminars in order to reach out to a wider audience and to promote products or services. Usually, webinars provide valuable information for free, giving the participants an opportunity to purchase services and products offered by the company that created the webinar.

Just like downloadable ebooks or checklists, webinars act as lead magnets. However, they offer more value and they can also bring you better leads. Usually, webinars include a presentation and a Q&A session. The video format allows you to establish effective communication and to demonstrate your services and products in real-time.

Webinar marketing is an approach that benefits you while also educating your audience, which adds value to your marketing efforts. Besides, video content is extremely popular. Experts predict videos to make up 82% of all internet traffic by 2022. Besides, 72% of consumers like to learn about new products from videos. Compared to other types of video content, webinars are relatively cheap to produce. That’s why we mentioned webinars in our list of the best types of video content for small businesses.

Although webinars are often aimed to get the audience interested in purchasing something, it’s important to understand that they shouldn’t look like a sales pitch. A successful webinar provides value. Relevance and quality of the information that you provide determine the effectiveness of your marketing efforts. Here are some tips that will help you make your webinars interesting and effective.

How to Boost Your Business With Webinars

Choose the right topic

The main thing that determines whether or not people will want to attend your webinar is the topic. First, you should choose the right words for your title so that it will appeal to a wide audience. Secondly, you should determine what topic is most likely to generate interest.

When choosing a topic for your webinar, you can research keywords related to your niche and determine what people are searching for. The chosen keywords must be not only popular but also unique. Offering something unique is especially important for new businesses that face strong competition.

You may also check your existing ebooks and posts on social media or blogs to find content that has performed well. This way, you may find an engaging topic that will be interesting for your target audience. The main thing so to research your niche and not to choose a topic simply based on your instincts.

Plan your webinar properly

Successful marketers know that they shouldn’t rely on luck. You cannot improvise when your goal is to create an effective marketing product, especially if you’re creating educational content. You need a well-designed strategy and a clear plan.

First, you should understand why you need this webinar. You can use webinars for various purposes, and your purpose determines what strategy you should use. For example, you may want to launch a new product, to attract new leads, or to establish your brand as an expert in the niche.

When planning a webinar, think of your audience and determine what types of content might be most valuable and engaging for them. Focus on a single topic and plan the structure of your seminar. Usually, seminars are one-hour long. You may dedicate 45 minutes to the presentation so that you can spend the remaining 15 minutes answering your audience’s questions.

Do your best to create high-quality content

First, we recommend that you approach this step as a continuous process. Even if your marketing strategy has already demonstrated some success and some people showed up, you won’t be able to make them come back if you don’t produce more great content. Your content must be exciting and fresh.

We recommend that you offer useful information and a solution to the problem you’re helping your customers with. Always try to provide the ultimate solution but make sure to focus on helping your attendees, without being too self-promotional.

You should also make sure that your webinars will reach the widest audience possible. If you’re selling your products internationally, you may want to make your content understandable for people who speak different languages. Although it’s difficult to translate webinars in real-time, you can record them and add subtitles. Just make sure to use the right translation service, such as The Word Point.

Keep your audience engaged

Your presentation shouldn’t be boring. Thanks to modern technology, you have plenty of opportunities to grab your audience’s attention and to keep them engaged. Make sure that you’re broadcasting high-quality audio and video. Look at the camera so that your viewers can maintain visual contact with you.

The pacing of your presentation is also important. We recommend that you switch slides quickly so your audience will pay attention. Otherwise, your webinar may become boring. Your slides must be to the point and not overloaded with text. Just write the key points and keep your presentation simple and straightforward.

Promote your webinars

Even if your webinar is very informative and engaging, you may still have to do a lot of work to get enough participants. First, don’t promote your webinar at the last moment. According to statistics, only 33% of your audience is likely to register on the day your webinar goes live. We recommend that you start promoting your webinar in advance.

If you want to get the biggest number of participants, we suggest that you start to promote your webinar at least one month before it goes live. We also recommend that you promote your webinars on Tuesdays, as it turns out that 25% of people who attend webinars register for them on this day of the week.

When promoting webinars, try to use as many channels as possible. Promote them on social media and run email campaigns. According to research, 70% of people sign up via email. Don’t forget to create a nice registration page and send reminders before your webinars start. You may also edit your thank you message to add a link to the registration page.

Wrapping Up

Webinars are a great marketing tool that allows you to not only promote your business but also sell your products. However, the success of your webinars depends on your ability to create valuable and engaging content. Follow our tips, and you will take your marketing strategy to the next level, creating winning webinars that help your audience and generate sales.

Guest Post: About the Author

Frank Hamilton is a blogger and translator from Manchester. He is a professional writing expert in such topics as blogging, digital marketing, and self-education. He also loves traveling and speaks Spanish, French, German and English.

SEO in 2020 — How to Rank as #1

SEO is in a dynamic phase right now, thanks in part to the evolution of Google’s ranking algorithms and in part to the move to optimize visual, voice, and Facebook Search channels. If you are a webmaster or a business owner (or both), now would be a good time to re-evaluate your SEO practices with an eye toward bringing them up to date. Here are a few areas to consider:

  1. Beneficial Purpose:

    Google now places a heavy emphasis on the beneficial purpose of a website during the ranking process. Pages should be user-centered to achieve their intended purposes. This includes sharing topical, personal, or social information, sharing various forms of media, expressing opinions, entertaining visitors, selling services and products, running a forum, and facilitating user interactions. Pages that seek to make money without helping users are now considered to be of low quality.

  2. YMYL Content:

    YMYL stands for “your money or your life.” Broadly, this is critical information that your website must get right. Specifically, inaccurate or deceptive YMYL content might affect a reader’s financial stability, safety, health, or happiness. Google now places greater scrutiny on the truthfulness of YMYL pages, including ones that cover news, legal issues, governmental developments, financial and medical advice, shopping information, and information on groups of people.

  3. EAT Factors

    EAT, or “expertise, authoritativeness, and trustworthiness,” was once the entire basis of page quality, but now is one of several factors. YMYL content must meet a higher EAT standard, demonstrating the credentials of experts and generally recognized authorities that are considered honest and accurate. EAT factors are of the highest importance on pages containing medical, scientific, financial, legal, and other information that supports decisions.

  4. Scaled Content:

    Important, high-quality information should be shared in a coordinated way, including long-form articles, press releases, videos, podcasts, multiple platforms, chatbots, and Google Actions. The trend is to develop original, expert content and then distributing it through multiple channels and media.

  5. Avoiding Staleness:

    You can help your ranking by updating old content, something that Google notices. For many websites, that means updating or archiving pages that are six months to two years old. Google will downgrade a page that loses relevance because the information is dated. You should update your content to include the latest links, statistics, and external resources. Also, you should regularly audit your pages for duplicate, conflicting, or sketchy content. There are audit tools (e.g., DeepCrawl, SreamingFrog, SEMRush, etc.) available to help you identify problem areas.

  6. Facebook Search:

    Paid social and paid search are increasingly intertwined. Is your Facebook search-ad strategy up to date? All brands can now place Facebook ads that automatically receive Automatic Placement support. That means your ads will appear in the Facebook Marketplace as well as primary search results. Your strategy should include using niche keywords targeting less saturated audiences.

  7. Sharpening Backlinks:

    Backlinking continues to be an important tactic to boost the credibility of websites. Your backlinks should target competitive keywords, especially in highly-competitive markets. These should be quality backlinks that promote specific marketing outlets, such as digital marketing platforms that serve similar audiences with high domain authority. By the way, these same considerations also apply to guest postings, encouraging long-term recurring contributions.

  8. Schema Use:

    The joint facility Schema.org provides websites with a structured data markups that major search engines interpret page information. You need Schema to provide snippets that serve as zero-click results on the search results page, a good strategy to keep searchers from traveling to another site to answer a question. Also, Schema supports voice-based queries such as those available through Google Assistant.

Conclusion

We’ve given you eight tips to help you improve your SEO practices in the new decade. Space limitations prevent us from exploring additional tips that you should check out on your own, including Accelerated Mobile Pages, page speed, Google Search Console, different language hreflang tags, and more. So saddle up, cowpokes, and git that SEO done – don’t let your competitors get the jump on you.

Up Your Social Media Strategy with These Tips

Social media has burrowed into the population’s psyche as an indispensable source of news, opinion, and gossip. Approximately half of the earth’s population uses social media via platforms like Twitter, Instagram, Facebook, and YouTube. The average time a social media fan spends on these platforms exceeds two hours per day. The message is clear: You need to include social media in your business’ marketing strategy. Here are some handy tips to up your social media presence.

1.    Create a Comprehensive Content Marketing Plan

You begin by asking yourself some probing questions to help you determine the type of content to adopt:

  • Who is buying your offerings? Define your market in terms of income, age, gender, location, needs, likes, behaviors, and challenges.
  • What subjects interest your market?
  • What social media platforms do your customers use?
  • Do they prefer a particular type of content?
  • What content do you have to revamp or add?

Use the answers to guide the creation of your social media content. For example, a distillery might target an audience that is interested in drink recipes and food pairings. At the very least, begin a blog that addresses your market with relevant content. Then, share your blog and other content across multiple social media platforms. Include videos, SlideShare presentations, infographics, and visual content. Use scheduling tools (SproutSocial, Buffer, Hootsuite, etc.) to push out and publish content on various platforms. After posting, continue to engage your audience by answering questions and responding to comments. Consider features like contests, surveys, and promotions to spark additional interest in your content.

2.    Distribute Content to the Right Platforms

Pick the right platforms for different types of content. Start with Facebook to post news and entertaining information, including videos. Use LinkedIn for content appealing to your B2B audience, and Instagram for high-quality videos and images. You get the idea. Also, share your content with a schedule tailored to each platform. For example, you might want to add Twitter and Facebook content twice per day, whereas a few times per week for LinkedIn.

3.    Use Video Content

Nothing beats the power of video for engaging your audience and making a memorable impression. It’s a great way to tell your story and promote conversions. Consider these video ideas:

  • Animation
  • Listicles
  • Product videos
  • Interviews
  • How-to videos
  • Live-streaming videos

You might try to turn your most popular blogs into videos. Also, identify your top keywords to drive interesting subject concepts. There are tools that generate visuals from keywords as well as video creation tools to help you share your story, including AnswerThePublic, Promo, and Wave.video.

4.    Consider Using Influencers

Studies show that the marketing plans that include influencers have a higher return on investment. The right influencer can boost your exposure to your target audience. You can save money by using niche influencers rather than general ones because they charge less and are more effective if chosen correctly. There are several tools (Awario, Upfluence, NinjaOutreach, BuzzSumo, etc.) that can identify the most relevant influencers for your business. Niche influencers should have a good-sized following and a proven ability to stimulate engagement. Trust your influencers to shape their contributions, because they have the experience to resonate with your audience.

5.    Measure Your Outcomes

This is a must. Use tools to monitor and measure the effectiveness of your social media strategy. These tools include TweetDeck, Awario, Talkwalker, and Mention. You can track likes, comments, and shares to gauge involvement, and dig deeper by using UTM parameters and A/B tests to gather detailed data on traffic and conversions. You should also monitor your competitors’ marketing activity. Consider performing a social media sentiment analysis to help you understand what is motivating conversations among your audience members.

Conclusion

There seems to be no end to the growing influence of social media. That escalates the stakes for an innovative social media marketing strategy to increase your presence on the popular channels and boost sales. You want to outshine the competition, and the tips presented here can get you going on the path to success.

Content Creation Tools for Small Businesses

Content used to mean the words and pictures on your website. Over the years, the scope has widened and now includes email marketing, social media, videos, motion graphics, slideshows, blogs, podcasts, webinars, chatbots, and infographics. In addition, you need to generate ideas for all of these forms of content. That covers a lot of ground, far more than we can discuss in this article. Therefore, we’ll zoom in on the core content creation tools you might need to get started producing great content.

Tools for Developing Ideas

You might need help developing new content ideas, especially if your website is mature. Here are some tools to help you collect, develop, and deploy ideas to drive content creation:

  • Feedly: Streams articles from sources that span the web via RSS. You can configure it for the sources and types of information that you need.
  • Buzzsumo: Lets you find trending social media topics. This is a paid service, but you can get a few free searches daily.
  • Evernote: A digital notebook that lets you create notes, save web pages, save links, and more. You can save interesting ideas for future use.

Tools for Bloggers

These tools help you create content for blogs, website pages, and other marketing channels.

  • Playbuzz: Helps you create interesting blog content, plus provides tools to craft features like games, quizzes, tests, predictions, and stories.
  • ClearVoice: A well-rounded package that helps you come up with new content ideas, find professional freelance writers, and manage the workflow to create content.
  • HubSpot: A complete inbound marketing service with many tools, including ones to generate blog topics and titles. Includes a top marketing distribution platform, with features for building emails, integrating social media, and generating chatbots.

Image Creation Tools

Use these tools to develop professional-looking images.

  • Canva: A free image creation tool for those who don’t want to invest the time to learn Photoshop. It is very versatile, easy to use, and comes with templates to help get you started. Beyond blogs, you can use Canva for presentations, banners, and much more.
  • Giphy: This is a Chrome extension that finds GIFs for any search term you enter. You can then drag the GIF into social media platforms. With Giphy, you can add visual content to your website and then share it across multiple platforms.
  • Nimbus Screenshot: Have you ever wanted to capture just a portion of a screen? Nimbus does this easily. You can take full or partial screenshots of web pages or any other browser content. You can also edit, crop, and annotate the image using a rich set of editing tools.

Infographics Tools

Infographics are a powerful way to impart information quickly.

  • Visual.ly: An excellent internet repository for infographics. It provides the ability to create good, concise infographics that allow readers to assimilate information in an easy-to-digest format. This tool will help you add interest and increase traffic to your website.
  • Easel.ly: This infographics tool contains many useful templates. You add data to accompany the template images. This lets you generate professional-looking infographics quickly and conveniently. A must for beginners.
  • Animaker: Spruce up your content with animated infographics. Animaker contains a vast repository of charts, maps, icons, and other useful images that you can use for a video infographic. This is an excellent marketing tool that allows you to tell your story with motion and emotion.

Conclusion

We’ve barely scratched the surface regarding the many tools, often costing little or nothing, available to content creators. We advise you to consider using best-in-breed tools to add pizazz to your content, which can help you attract more visitors and ultimately sell more of your offerings. After all, that’s what your business is all about.

6 Unknown Facebook Features Your Business is Missing

Facebook is absolutely massive in the advertising and marketing webspace. So much so that the number of features other platforms have dull in comparison to those offered by Facebook itself. The downside, of course, is that even experienced marketers are bound to find themselves missing out on features that could make all the difference.

Facebook Product Shops

A relatively recent addition to the list of Facebook features is Facebook Product Shops. This feature introduces a new way to sell products online while removing the inconvenience of dealing with companies like Shopify.

Using this feature, it’s possible to sell products right on your page. People can then pay directly on Facebook or integrate a third-party checkout. Any products purchased on the platform are paid for through a payment processor of your choice.

Selling on Facebook grants businesses direct access to existing customers and better analytics on products placed for sale on the platform. Combined with ads and the power of the Audience Insights Tool, you will have much greater exposure to current and potential customers.

A critical part of improving engagement metrics is having proper product descriptions and scripts. The proper essay writing service or copywriter should deliver exactly what you need.

New Facebook Ads Features

Facebook may be one of the most detailed analytics platforms in the world, but there’s a lot more to the website than meets the eye. It offers several options aside from the traditional newsfeed that most people are used to.

The first is Facebook Messenger ads. These provide an opportunity to drop into a conversation with a prospective customer at any point. This enables you to tweak your sales funnel as you see fit. If you feel the need to add more information about the product or personalizing the experience, all the tools already exist within the Messenger app to do so.

The second of Facebook’s new ad features is in-stream video ads. As their name suggests, this feature provides businesses with prime advertising space right in the middle of a stream.

Videos can be 5-15 seconds long and can be placed on both live videos and those that already aired. If you happen to have a live video that went viral in the past, here’s an opportunity to monetize it at last.

New Video Publishing Tools

Going live for the first time is often frustrating and nerve-wracking. Without the right kind of assistance, it’s almost impossible to know what to expect on the technical side of things. Facebook’s answer to publishers’ complaints is Live Rehearsals. The gist of it is that publishers can now broadcast to page admins and editors only before they go live.

This is a very useful feature for brands that use scripts to reduce friction during live presentations. For those that don’t, dissertation writing services such as UK dissertation are some of the best places to get a custom fully-edited one.

Finally, viewers will be spared the harrowing minutes before anything happens at the beginning and end of live video replays. Publishers can now take advantage of the ‘trimming’ feature that enables them to cut out certain time frames from the beginning and ends of their recorded videos.

Facebook Live Marketing Features

Aside from pre-roll and in-video advertisement, Facebook also offers brand access to features to streamline its Facebook Live experience. Since the adoption of the feature is at an all-time high, the following tools might be useful for a business looking to take their marketing campaigns to the next level.

Pre-scheduling lets businesses set up when a Facebook live stream is going to be aired. This seeks to address the disadvantage of spontaneous live posts: even with notifications enabled, it’s still difficult for individuals to notice when a live stream has started.

For brands with a substantial following, it creates anticipation in viewers before the actual video is aired. It also addresses timing issues, where the videos are streamed later than they were intended to.

If you’ve set up a shop on your Facebook page, you can combine it with Facebook live to merge traditional and social media advertising. While introducing a new product, you can also provide details regarding how they are used and allows for live interaction with viewers that have questions.

This is reminiscent of old-school infomercials. You can also tag your products when you mention them in-stream so users can access them through an in-video link.

Keep Track of Competition with Pages to Watch

It’s possible to get detailed analytics on how detailed a competitor’s published posts are doing using Facebook’s Page Watch feature. Originally designed to help marketers find inspiration in data provided by leading innovative brands, it can be repurposed to anyone’s benefit.

Take advantage of the feature by navigating to Page Insights and scroll down till you find the ‘Pages to Watch’ feature. As long as you have a hundred or more fans, you will gain insight into data such as:

  • The page’s total like count and the percentage change from the previous week.
  • Total engagement metrics for the week.
  • How many times the page has posted to Facebook during the week.

These are actionable insights that could potentially be used to change how your marketing operations are run.

Audience Insights Tool

Most business decisions made today are driven by the abundance of data. Facebook Audience Insights is a powerful analytics tool that gives access to demographic and behavioral data on both your audience and competitors.

Data that can be gleaned from this tool include demographics, past purchasing activity, location, and demographics. With all these in hand, you can narrow down your target audience so you know exactly where your ad dollars are going.

Conclusion

Facebook is a fast-changing platform. New features are introduced and old ones retired regularly, so it’s almost impossible to always be in the loop. However, some of these features are quite important and could be the difference between whether your next marketing campaign succeeds or fails.

Guest Post: About the Author

Becky Holton is a journalist and a blogger at Best Essay. She is interested in education technologies and is always ready to support informative speaking at writing service, Grabmyessay. Follow her on Twitter.

5 Effective Ways to Increase Your Conversion Rate with Social Media

Facebook and Instagram are two of the top places consumers look to research and purchase items online. This is great news for businesses, but just being present on social media doesn’t guarantee a sale will come. Should you expand what you’re doing? Should you stay the course and hope things improve?

If you aren’t seeing the conversion rates you are expecting or you would like, social media isn’t working as well as it can for you. SEO agencies can help get your small business into the forefront of your patron’s minds, however, without a specific plan, your social strategy may be in need of rejuvenation.

At what point can you see your conversion rate increase? That can be a difficult question to answer, but check out these five tips to help your social media posts become more effective and have your social media platforms work for you.

Have Your Landing Page Be Mobile Friendly

When websites don’t load well or are not optimized for mobile platforms, you lose out on those click-throughs from potential customers who are browsing social media on the go. When consumers are scrolling, you need to make it easy for them to switch from social media to your site.

Think about how you use your phone on sites, most likely you prefer when sites give you the ability to scroll or swipe to get more information. Give the people what they want and be sure your landing page is optimized for mobile shoppers and see how that conversion rate increases.

Keeping your site mobile-friendly will not only attract clientele who are on the go, but makes them more likely to recommend your business to others. Users prefer splash pages that are bright and flashy, when you cater to their preferences it is more likely that you will get the follow-through, and you will see your sales and conversion rate increase.

Create Ads that Target Your Specific Audience

You may have several goals for your social media postings, but your number one goal is probably to lead people to your site and persuade them to purchase your products. One of the best ways to do this is by placing ads on social media for your target audience to find as they are scrolling through.

Using keywords and demographic studies, you can place your ads in front of the people who are most likely to follow through and become interested and invested in your brand. Once you get them to your landing page you can work your sales magic, but getting that initial click should be the focus of your social media.

Once they are on your site you can use a specific call to action statement such as “I have to have this!” to create a buzz about your product and entice people to purchase your product immediately.

User-Generated Content is Your Friend

Sometimes you will have users who truly love your brand and you can leverage some of that content into advertising for you. The best part is that it’s free! When others see the posts or videos made from individuals just like them it not only builds awareness, but it promotes a feeling of trust.

User-generated content feels more authentic because it gives others an idea about what to expect from you from an unbiased source. Have you ever read a review before you’ve bought something? Think of these posts as the best feedback ever, people love your business so much they want to tell everyone, so go ahead and spread that message to your followers.

When a user creates their own video about a product that they are so excited about, others can build off of that excitement which in turn benefits your small business. Since search engines tend to prioritize new content, these videos and posts will give you more internet visibility, which is bound to increase interest. Customers want to follow the crowd!

Create Unique Content

What works on Instagram isn’t going to work as well on Pinterest. Facebook posts need to be different than Twitter posts. Since each social media site meets a different need, you need to engage specifically. If you are attempting to post the same thing across the board, you aren’t going to see an impact that meets your goals from doing so.

When you are able to have content that is geared towards the users of each platform individually, you are meeting your customers where they are and not saturating the same message for those who follow you in multiple ways.

On social media, you are just one click away from new customer’s finding you. Don’t antagonize them with seeing the same picture no matter where they are looking. Create similar posts with some changes that make it unique to the outlet you intend to post it on.

Don’t Limit Yourself

Facebook is the king of social media as far as marketing is concerned, as 68% of adults are users,  but don’t assume that because your business is active there your job is done. Overlooking the other social media platforms is an easy mistake to make but one worth correcting for a high rate of conversion.

You have to take into account what they are using social media for. While people may follow you on Facebook, if they really only use it to share pictures of their children, they will miss out on what you have to offer. Having followers is not the same thing as engagement, so diversification of your social media presence is essential to staying relevant and meeting your target audience.

You can be engaged with multiple platforms and still throw focus on the ones that give you the best return. But you shouldn’t turn your back on any of the platforms since the wider your business is, the more possibility of growing a customer base through different outlets. Keep your promotions engaging and on target with your intended audience.

Conclusion

Social media can be intimidating, but it doesn’t have to be. When you set specific goals and use your posts to your advantage, social media can be incredibly successful, giving you a higher conversion rate and getting your business into the forefront of your customer’s minds just by following these five tips.

Guest Post: About the Author

Madeline Dudziak loves words. As a web content creator, she crafts messages that help clients inform, educate, persuade, or connect. Madeline’s also a freelance theater reviewer for the River Cities’ Reader, which combines her passion for writing with her passion for theatre. 

Also a huge fan of reading – perhaps a natural result of being named after the famous children’s book – Madeline’s Kindle is always crammed with more books than leisure time allows. Among other ways she spends her free time are fun activities with her husband and young children, volunteering, and participating in two book clubs.

4 Social Media Marketing Failures & What You Can Learn from Them

With over two million businesses using Facebook for advertising, 50 million businesses using Facebook business pages and 93% of Pinterest users using Pinterest to make plans and purchase decisions, businesses whether small-scale or large-scale, B2B or B2C, local or international, etc. have little to no choice but to use social media marketing to try to reach out to potential customers and engage their current customers.

Reasons for Social Media Marketing

Of course, there are several reasons why businesses, brands and companies use social media marketing. These include:

Access to market and potential customers

According to Statista, 1.37 billion active users visit Facebook every day. Many of these active users visit Facebook and other social media platforms to check on the activities of friends and family, pursue their interests, sell something and socialize online. A business can easily attract the attention of potential customers with ads on the social media platform that their target customers visit the most.

Encouraging engagement

Social media marketing is the best way through which businesses and companies can engage their current customers and retain them. You can use social media marketing to create a two-way communication means for your customers, allowing them to make their wishes known and you can update them on new developments on your products and services.

Customer service support systems

Social media marketing is another great opportunity for companies, businesses and brands to get customers’ opinions by tracking customers’ questions and complaints about the business all over social media platforms. Companies can also get feedback and criticism from customers’ social media conversation with others.  It is also the best way to curtail customer loyalty because customers will also appreciate the fact that when they post comments on your social media page, they receive a personalized message rather than an automatic message.

Affordable advertising

Compared to traditional marketing, social media marketing can be pretty affordable and sometimes free of charge, after all, you don’t have to pay to open a social media account on any of the numerous social media networks that exist. Even social media marketers who decide to use paid advertising only have to pay, based on their campaign type, for clicks on ads.

Measurable advertising

Apart from being affordable, social media marketing is also measurable. That is, using different analytics systems: Twitter analytics and Pinterest analytics, you can find out the number of people who viewed your ads, clicked your ads or walked away after viewing your ads.

Drive brand awareness

Many startup companies and businesses have applied different social media marketing strategies to drive their brand awareness and increase their brand visibility and recognition. And since 59% of shoppers prefer to buy new products from brands they are familiar with, companies or businesses will benefit greatly for making potential and present customers familiar with their brand.

Target audience awareness

By observing the activities of your customers and potential customers, you can find out their needs and wants directly by asking them for their opinions with surveys or just questions, or by tracking their social media comments about your brand. This way, you can have a better understanding of your customers, their reactions to your products and services and your competitors which would inform your social media marketing strategies.

4 Social Media Marketing Failures That You Can Learn From

With the many advantages of social media marketing, this does not mean that your social media strategy cannot end up failing, having little return on investment or bringing negative attention to your product. This is why every business or company using social media marketing have to look out for other company and brand marketing failures so that they can learn to avoid making the same mistakes.

1. The Coca Cola 2016 marketing hit-and-miss

As the Christmas holidays were approaching in 2016, Coca Cola decided to do their holiday season advertisement with a snow-covered map of Russia which unfortunately excluded Crimea, Kuril Islands and Kaliningrad. They should have probably avoided creating a map of Russia at all, since the Russian map is a highly controversial issue especially since Russia’s annexation of Crimea from Ukraine in 2014.

After the Russian internet users’ negative reaction to this map excluding Crimea, Coca Cola social media marketing team decided to recreate and post another Russian map which included Crimea this time and unfortunately, earned the wrath of Ukrainians and their online support for the ban of Coca Cola.

This marketing hit-and-miss was further complicated by some important figures in Russia who posted that because of Coca Cola’s restructured map, global American Companies had accepted the annexation of Crimea even though the official stand of the United States and even the European government is one of condemnation of the annexation of Crimea. This marketing hit and miss therefore, warranted many apologies, taking down both social media marketing campaign maps permanently and left behind some unhappy Ukrainians and Russians.

2. Melbourne Cup and horse racing campaign

The Melbourne Cup attempt to connect with their online and social media audience definitely flopped in a most predictable way. After all, the company itself was a controversial one in the first place. The Melbourne Cup attempted to get audience to #NameAHorseRace after themselves on Twitter, forgetting that not everybody approves horse racing and that many people thought it was an example of animal cruelty.

Although, they did promote what they did best and tried to engage their customers, they failed to think of how this marketing campaign could backfire against their brand. In short, they did not think about how people would react to the controversial topic that horse racing is.

3. Dove’s transformation campaign

Dove has always been known for empowering women and encouraging women to focus on realistic standards of beauty and the concept that everybody is beautiful in their own way.

Their “Real” beauty marketing concept has always worked for them as seen from their “Real beauty sketches” marketing campaign and “Evolution” marketing campaign had focused on making women proud of their natural looks over the years and it had worked for them till they brought the Transformation marketing campaign.

The Dove Transformation ad saw a black woman transform to a white woman after the use of the Dove body lotion. Of course, a marketing ad involving anything like skin color or race definitely resonated wrongly with their target audience both black and white. This ad had the misfortune of offending racists, non-racists and people against racism.

The marketing ad also disproved all their previous brand messages and contorted the brand image that they had spent over nine years trying to build. With that single ad that went against the “all beauty is real beauty” concept, they dismantled the reputation they built over the years. The ad alienated and even insulted a large part of their audience and definitely caused many to walk away.

Despite their apology after the ad was removed based on customer (women of all races) complaints and backlash stating that they were uncomfortable and even infuriated with the ad, it still took some time for Dove to recover from this brand awareness setback.

4. The Audi #PaidMyDues campaign

From research, Assignment Man have realized that while planning for social media marketing campaigns, inevitably, brand social media marketing teams can decide on marketing ads that bring no returns to the company (no return on investment or brand awareness).

For example, the Audi #PaidMyDues marketing campaign which had nothing to do with beautiful luxury cars and definitely backfired. Many people follow Audi on different social media platforms to see different beautiful photos of luxury cars. So, when Audi decided to tell real-life stories about people triumphing over adversity, they definitely didn’t carry their audience along.

Of course, they probably thought they could engage their followers by asking them to tweet or Instagram their inspiring stories but they were wrong because many followers felt irritated with these inspiring stories which did not have anything to do with cars. Some social media audiences were found complaining about how the marketing campaign had nothing to do with cars and many threatening to unfollow Audi on social media.

Although the Audi #PaidMyDues campaign did not offend anyone’s values, it resulted in a great drop in engagement level with their audience, customers felt that Audi was no longer as invested in their main purpose which was making great cars and many customers also felt that Audi was not listening to their opinions and customer feedback since it took them more than two weeks to completely drop the campaign despite complaints from clients.

What You Can Learn from These Social Media Marketing Failures

Know your target audience

Based on research by an academician at custom paper writing service, any brand, company or business that does not know their audience is sure to fail in their social media marketing. Taking the example of Audi’s #PaidMyDues campaign which was based on good intentions but definitely did not resonate with their audience.

Consider the different ways marketing campaigns can be misconstrued or twisted

Companies and businesses need to be careful of the way their campaigns can be twisted on social media. Different types of people hide behind their phones and computers on social media and will take any opportunity to get followers on twitter and get influence by ridiculing people and brands if given the chance. Therefore, brands on social media should be careful not to create open-ended social media campaigns that can be twisted in different lights and backfire.

An example is ALDI social media marketing campaign which asked people to fill in the blanks. The ad was something like “Complete the sentence by filling the blank space” and it ended with sentences like:

“I became an ALDI lover when I tasted ________ for the first time.”

The ad was definitely twisted by people on social media who began to make crude comments and eventually the campaign had to be terminated.

Keep track of your analytics

Track your analytics and customer feedback to see if your marketing campaign is resonating in the right way with your target audience.

Be careful with controversial concepts

College-paper.org reviews also advises that you should be careful how you feature controversial concepts like sex, drugs, race, violence, etc. in your social media campaigns.

Deal properly and carefully with social media negative feedback

All in all, companies, businesses and their social media marketing teams should be careful to improve their skills, logical thinking, and knowledge so they can deal with social media negative feedback in the right way.

Conclusion

Although, it is kind of inevitable for companies and businesses to make social media marketing mistakes once in a while due to different reasons, these can be minimized by looking at other brand’s social media marketing campaigns (especially competitor’s) and knowing what your target audience wants or does not want.

Guest Post: About the Author

Becky Holton is a journalist and a blogger at best paper writing service. She is interested in education technologies, expert writing, my assignment help and is always ready to support informative speaking. Follow her on Twitter.

12 Creative Marketing Ideas to Boost Your Business

A business without marketing is like a person without an identity. Without a proper strategy, the target audience cannot understand your mission, competitive advantages, and professional vision. Therefore, it’s not the issue of whether you should use marketing to boost your business, but rather how to do it most productively.

There are literally thousands of marketing mechanisms to rely on while promoting your products or services, but we want to help you out by filtering creative ideas that can make the biggest impact on your target group. Let’s see the 12 most interesting tactics.

1.   Create High-Quality Content

The basic rule of contemporary marketing is to create amazing content that draws attention and inspires potential customers to engage with your business. Although it sounds simple, it’s not that easy to make standout content in the world where people and organizations publish millions of posts daily.

This is why we recommend you to take the extra step and make a versatile content strategy. You should mix different formats to impress the target audience and combine the following features:

  • Blog posts and images
  • Videos, GIFs, and animations
  • Audio podcasts
  • Graphics, charts, and infographics

2.   Guest Blogging

Another great way to market your business comes in the form of guest blogging. What makes this tactic so powerful is the fact that it’s not pushy but rather subtle and indirect. The idea is simple – you will publish an excellent article on someone else’s blog and insert a link to your website along the way. Users who read and like your post will likely decide to visit your blog and get acquainted with your business in general.

3.   Optimize Content for Engine Searches

Search engine optimization (SEO) is one of the most important marketing mechanisms because 93% of all traffic comes from Google and similar platforms. In such circumstances, you must conduct a keyword analysis for each post individually and use only the most relevant terms and phrases.

For example, check out these three SEO phrases:

They probably look the same to average users, but content creation agencies know that each keyword is different and targets a highly specific audience group. You have to be just as delicate when choosing keywords for your own posts.

4.   Answer Questions on Quora

Quora is one of the largest question-and-answer websites as it attracts millions of users from all over the globe. You can take advantage of it to promote the business using the same principle as guest blogging. The only difference is that members of Quora rate answers, so your post has to be very good to stand out from the rest of the commentators.

5.   Concentrate On the Right Social Platforms

The Internet is full of social networks that gather thousands, millions, or even billions of users. There are so many options to choose from here, but the usual suspects include Facebook, YouTube, Instagram, Twitter, Pinterest, LinkedIn, Snapchat, and similar.

Our suggestion is not to waste the energy trying to cover each of the major social platforms. Instead, you should focus on two or three networks that can help your business to flourish. This is more than enough for most companies, so don’t try to bite off more than you can chew.

6.   Don’t Be Shy to Advertise

Digital marketing gives you a plethora of extremely precise advertising opportunities. From Google AdSense to social media advertising, you can publish sponsored content on multiple locations to raise brand awareness.

The thing we love about it is that you can target users very accurately, so the return on investments is guaranteed. You should, of course, spend most of the time thinking about organic promotion, but a few nice ads every now and then can really do a lot for your business.

7.   Organize Social Contests

Another thing you can do via social media is to organize contests. According to the report, a typical contest earns brands more than 30% of new social followers. It’s a super-engaging marketing trick because people just can’t resist free stuff. All it takes is to offer small perks and your fans will be more than willing to take part in the contest.

8.   Refresh Old Posts

As you keep publishing content week after week, you will run out of ideas sooner or later. This is why you should make use of this sneaky tactic and refresh older posts from time to time. Jake Gardner, a content marketer at the paper writing service, says this tactic doesn’t even require a lot of work: “You can simply change images, replace outdated stats with fresh data, or add some new tools to your lists. The content will look more appealing and it will probably earn you a bunch of new visitors.”

9.   Build Brand Ambassadors

Another thing you should think about is building relationships with your customers and turning them into brand ambassadors. It’s a wonderful opportunity to raise brand awareness through the power of word of mouth marketing.

The easiest way to do it is through social networks because they enable you to approach followers, ask them questions, answer their own inquiries, like, and re-share their posts. In the long-term perspective, it will help you to strengthen relationships with your fans and turn some of them into loyal brand advocates.

10.   Don’t Forget Email Marketing

Despite being the oldest channel of digital marketing, email newsletters are still a dominant tool of business promotion. Almost four billion people use email services, so make sure to exploit it to approach customers regardless of their locations.

11.   Host Events

We already mentioned that successful marketing campaigns usually combine digital and traditional features. Corporate events represent one of the most fruitful mechanisms of traditional marketing because they give you the chance to meet customers and clients face-to-face.

The benefits of organizing business events are numerous – you can talk with the prospects, sell products or services directly, boost team morale, contribute to local communities, etc. Therefore, you should always dedicate at least a small portion of the marketing budget to corporate events.

12.   Utilize Local PR

The last tip on our list is to engage locally and take advantage of public relations. Try to find local media outlets and specialized industry magazines where you can give interviews, advertise, or place business-related stories. This tactic is particularly important for companies with physical branches trying to win over more clients from the neighborhood.

Conclusion

Growing the business and outperforming the closest competitors is impossible without some serious marketing efforts. But it’s getting increasingly difficult to find a perfect combination of new and traditional promo mechanisms, so we decided to help you out by presenting the 12 most important and creative marketing ideas. Don’t hesitate to use these tricks – they could give your company a brand new boost!

Guest Post: About the Author

Lilian Chifley is a digital marketing expert working mainly with online writing services. Her current assignments are with https://australianwritings.net/, https://bestessayservicesreview.com/bestessays-review/ and AssignmentGeek writing service. When she’s not at work, she loves to go out for jogging or cycling, read motivational and inspirational books and spend time with her two young daughters.

Social Media Tricks That Can Bring a Fresh Breath to Your Business

Growing your small business through social media should not be that stressful. If you know which tools to leverage and you are equipped with ample knowledge of online marketing, especially social media marketing, it will be easier to attract prospects and gain customers. Social media is a huge platform where you can promote your business in fun, simple and cost-effective ways. If you have a small business and want to conquer all social media channels, here are some social media tricks that can bring a fresh breath to your business.

Cinemagraphs

If you want to keep the interest of your prospects online, don’t bombard them with lengthy texts since they will only find these overwhelming and boring. Instead, make visual content your weapon in increasing engagement. For one, use cinemagraphs or still images with some animation. Unlike actual videos, they are very easy to make using programs like Fixel and Fotodanz. Using these apps, you can make beautiful cinemagraphs which your audience will surely find interesting and engaging.

Stock Photos

If you don’t have enough time to take your own pictures or you just want to save some bucks from hiring a professional photographer, you can always take advantage of stock photos. They can increase your business’ visual appearance and make your content more appealing. Stock photos are easy to find, save and upload to your social media page and they have the same quality as the photos taken by professionals.

Hello Bars

Also known as floating bars, hello bars are simply notification bars that prevent your visitors from being disturbed when browsing your page. These will notify your customers and prospects when you are making announcements, offering a lead magnet, showcasing more content, asking your prospects to subscribe to your email list or running a limited-time offer. By using a simple floating bar, you can easily promote your business without annoying your prospects.

Free ‘Click to Tweet’ Option

The click-to-tweet option is a good way to promote your brand and boost your sales. This is free and you can put it on your website or anywhere there is text on your page. If people like your content, they will click it and share it on Twitter, where more prospects can see it. A lot of people use Twitter and when people start sharing your content in this platform, you’ll have a higher chance of gaining customers.

Shopping on Instagram

Every month, more than 800,000 consumers use Instagram to shop and business owners around the world have been using this platform to share their products and stories. Now, you cannot just use Instagram to share content, but you can actually sell your products here. You only need the approval of Facebook shop and you can start tagging your products on your posts. This is a great way to increase your revenue since more people can now see your products and go to your website when they find any interesting item from your shop.

Killer Captions

Whether it’s on Facebook, Twitter or Instagram, always make sure that you use killer captions. Don’t post your content right away without making an interesting caption or checking each word you wrote. If you’re not that good with wordplay, you can let your social media manager take care of it or hire a copywriter to improve your captions. Killer captions are made with some storytelling using captivating words. Just make sure the captions are free of clichés and focus on quality instead of quantity.

Catchy Hashtags

Hashtags are also a great way to increase your audience so make good use of them all the time. To garner a broad interest, use popular hashtags in your industry and include your company’s name in the list of hashtags you use. However, avoid using too many hashtags and only put relevant ones. Try to shorten your hashtags since long ones are difficult to read due to the lack of spaces.

Giveaways

Everybody loves freebies and even though giveaways are very traditional, they hardly fail marketers in boosting their sales and engagement. Because people are always on social media, it is a great place to run all these contests. Take advantage of holidays and celebrations and run a contest where you can give some nice giveaways. The rewards may come from your shop or you can also offer other appealing and valuable items. It is also a great way to thank your customers for their patronage and encourage them to buy more of your products.

Fun Facts/Inspirational Quotes

Sometimes, you can rest from posting videos and other visual content. You can also post some fun facts or memes to entertain your customers or share some inspirational quotes to cheer them up. If you’ll notice, most fitness coaches use this trick but even if you’re not in the fitness industry, you can always do this to increase engagement and motivate your customers and prospects.

Guest Post: About the Author

Lidia Hovhan is Digital Marketing expert and SEO guru. She contributes articles about how to integrate digital marketing strategy with traditional marketing to help business owners to meet their online goals. You can find really professional insights in her writings.