branding

No Website, No Social

Somehow it seems both ironic and perfect that our 100th blog (Whoo hoo!!!) doesn’t deal with social media at all, but with probably your most important digital marketing tool: your website.

I have been contacted by several potential clients recently who have come to me for help with their social media marketing, but for whatever reason, they don’t yet have a website. Or, perhaps they have a website, but it’s old or overly simplistic. This is most definitely a misalignment of priorities.

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Diversify Your Social Marketing Strategy

explore other options

Is this the end of an era?

I can hear the gnashing of teeth and pulling of hair from here. Facebook has changed its News Feed algorithm again, and this time, there’s no getting around the fact that Page Reach is going to be affected. How much it falls remains to be seen, but your Page posts just aren’t going to be seen by as many people — and many folks were already complaining about low Reach. It’s just going to get worse. Facebook, no doubt to quell some fears, says that Pages which consistently put out good content won’t see much difference. But let’s face it, that’s not most people. The rules we’ve been playing by (use video, use images, post at certain times of day, etc.) just aren’t going to pull much weight any more. But instead of crying into your coffee, it’s time to restrategize. If you haven’t tried out other social platforms yet, there’s no time like the present. Diversify your options and reach more fans.

Explore other options

While Facebook’s announcement will surely drive people to explore other social platforms, you should have been doing that already. I know a great many people use Facebook alone for their social marketing, but that’s a mistake any day, not just in situations like this. Why? Because your fans are spread out among several platforms too, and you want to be where they are. If your customers are big Instagram users, you want to be on Instagram as well. The same applies to Twitter, LinkedIn, Snapchat, Pinterest – even (snicker) Google+. Facebook was already making it hard for you to reach all your fan base, so trying different platforms is the answer.

Let’s look at this from a case study point of view. A popular local housewares boutique has been using Facebook to advertise its products, sales, news, and other important updates. It has a good number of followers because it’s a well-liked store and its customers are devoted. Some of its posts do very well and get a good response. Some of its posts get almost no response. There seems to be no rhyme or reason to which posts do well. What does our boutique do? It tries paid promotion. It pays Facebook to promote posts on a regular basis, and that does seem to help. These posts seem to reach most of its audience and get a good response. Then, slowly, even paying for promotion doesn’t seem to be producing as much of a result. What should our boutique do?

Our boutique should definitely add Instagram to its strategy, and possibly Pinterest. Housewares, especially unique and highly visual items, do very well on Instagram. No doubt a good many of the people who follow the boutique on Facebook would also follow it on Instagram. In fact, this boutique may find that its daily posts on Instagram do a much better job of reaching fans than its posts on Facebook. If it learns all the tips and tricks to delighting its audience on Instagram, it may do very well indeed.

Don’t be afraid to get help!

There are rules and guidelines to using Instagram (or any of the other platforms) for marketing. If you’re not familiar with them, consult with a digital marketer. I know many businesses signed up for accounts at all the major social networks, never to use them again. That’s not going to be very helpful. You don’t need to be on all social networks, just the ones that will work for you. Learn one or two more platforms and put energy into using them well. If you don’t have the time or desire to learn them, then hire a firm to do it for you. You simply can’t keep all your eggs in the Facebook basket. It’s time to change it up – and that’s honestly a good thing.

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Our 2018 Content Marketing Resolutions

2018 Content Marketing Resolutions

Last year, I purposely ducked the annual “Social Media Predictions” article, because frankly, they all say more or less the same thing. (Video. AI. Storytelling. Micro-Influencers. Customization. Blah blah blah.) Where’s the fun in that? Instead I shared some resolutions that businesses and organizations should consider for improving their digital marketing efforts in 2017.

This year, I’m going to take a look in the mirror and share my personal goals. Maybe my resolutions will resonate with you. Maybe it will be comforting to know that a digital marketing company struggles with the same things you do. Maybe you’re outpacing us – if so, rock on!

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You Also Need Magic

You also need magic

In my five years in digital media, I’ve seen many dismal websites, ineptly created social media accounts, and embarrassingly bad posts – even from marketing firms who ought to know better. Our job at D. Cohn Communications, obviously, is to try and help businesses fix these problems. The sticky point is that many businesses don’t realize just how disappointing their digital media is and don’t even realize they need help. “Disappointing to whom?” you may ask. Disappointing to their customers and potential customers – the only people who matter. Those people are looking for magic, and we’re giving them boring.

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Email Marketing: What Not to Do

Email Marketing What Not to Do

In our last post, we covered some basic tips for email marketing. When it comes to developing a successful email marketing strategy, it’s just as important to know what pitfalls to avoid. Knowing best practices is great (and crucial), but it’s also good to keep a running list of things not to do when you’re getting started with your email marketing and marketing automation efforts.

You guessed it…We’re here to help. Check out this list of what not to do when it comes to email marketing. Drumroll, please!

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Email Marketing: Do This

Email Marketing What You Should Be Doing

Email Marketing: What You Should Be Doing

Chances are you come into contact with email marketing on a daily basis, whether you’re a digital marketer firing off email blasts or a consumer receiving your daily email newsletters from Pottery Barn and Petco. Email marketing is everywhere.

While a commonly-used and widely-accepted tactic in today’s digital age, email marketing can be intimidating to professionals tasked with jumpstarting an organization’s marketing automation efforts. Have no fear. We are here with a few helpful, basic tips to keep in mind as you’re navigating through the world of email marketing. Here’s what you should be doing.

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The Story of Stories

The Story of Stories

The Story of Stories, or How to Use Stories for Social Marketing

Chapter 1: What is a Story?

Once upon a time, not so very long ago, a spunky little social media platform called Snapchat was born. Snapchat offered a great new social product: people who used Snapchat could send photos or short video messages to their friends privately. These messages could only be viewed once and disappeared in 24 hours, allowing people to document moments of their days and share them with a select group of people. Snapchat was also a lot of fun! Photos and videos could be enhanced with filters, geotags, text, drawings, and more. Users could even track who had seen their posts. Snapchat was completely different from Facebook (almost the Anti-Facebook) and gained popularity among the young folks very quickly.

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The Summer of Social

The Summer of Social

With the official beginning of summer for many local school children, most people’s minds are focused on fun in the sun, vacations, and relaxation. For social media managers, however, there’s always work to be done. Yes, you may find us enjoying an outdoor cafe or a day at the beach, but we’ll probably be checking our phones constantly, because social media never sleeps. In the spirit of refusing to slow down just because it’s summer break, the weather is beautiful, and we’d rather be sipping cocktails on the porch swing, we have some tips for keeping your social media marketing game strong all summer long. Let us spell it out for you…

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Social Media Marketing 101: Creating Effective Posts

social media marketing 101: creating effective posts

Social Media Marketing 101: Creating Effective Posts

When you’re just starting out with social media marketing, you may be tempted to fill your social media accounts with random content just to have posts. Perhaps you don’t have a background in marketing and aren’t sure what will make effective posts. Perhaps you aren’t sure what’s interesting enough about your company to post on social media. Perhaps you’re not much of a writer or photographer and don’t have much confidence when it comes to creating your own content. Today, we’re going to cover some of the basic concepts of content creation for social media marketing. We’ll cover content creation for blogs, video, email marketing, and white papers in future posts.

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The Art of Social Video

Art of Social Video

The Art of Social Video

Recently, Facebook updated to automatically play audio for videos, even if you don’t click on them. This means, when you’re scrolling through your feed, you get snippets of sound from video you have no interest in watching. It’s annoying and noisy and distracting to others in the room. No more scrolling discreetly through Facebook in bed or while you’re “watching” tv with others. Better hit that mute button, or better yet, disable the feature in your settings.

This change loudly highlights the omnipresence of video on social media platforms. It has been lauded as the must-have content for social media marketing for over a year. Facebook has been the platform most aggressively promoting it– doing everything it can to bring video to viewers, from creating new tools like Facebook Live to extending the reach of video posts.

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