Posts Taged social-media-marketing

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.

Read More

Communicate Your Story With Digital Marketing

Once Upon A Time: Communicate Your Story With Digital Marketing

A story, by definition, has a beginning, middle, and end. It has characters – protagonists, antagonists, and supporting characters. It has a setting or multiple settings. A story has drama, action, dialogue. It has themes. Most importantly, a story provokes emotion. That’s the English teacher definition of a story. I should know. I’ve taught it many, many times.

There’s a different kind of story, though, one you hear bandied about in marketing circles. It sounds like this: Want to create great digital content? Tell your story.

Read More

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.

Read More

Social Media Contests to Avoid

social media contests to avoid

Social media contests are a great way to grow and engage your following and drive leads for your business. There are fun ways to structure a contest and build excitement for your brand. However, there are pitfalls to avoid when running a contest on your social media accounts.

Read More

Five Ways You’re Sabotaging Your Social Marketing

Sabotaging Your Social Marketing

Search for advice about running a social marketing campaign, and you’ll find countless blogs, articles, videos, and white papers offering wisdom. The enormous body of work that’s been created about the topic can lead new marketers and business owners feeling overwhelmed and unsure where to start. Nonetheless, they jump in and try to do their best. Here are 5 mistakes we often see novice marketers making which can sabotage their social marketing efforts.

Read More

10 Ideas to Punch Up Your Posts

10 Ideas to Punch Up Your Posts

A couple of years ago, we published the following tips for creating posts for your social media accounts. We think it deserves to be revisited, and expanded a bit beyond social to include content marketing as a whole. We know many of you still struggle with what kind of content to create. So think of these as ideas for your social media accounts, blogs, videos, podcasts, etc.

One key concept that we’d like to stress is that you should always, always have your audience in mind when you’re creating content. What would they most like to see, read, hear? Content marketing isn’t straight advertising and shouldn’t be treated as such. Content marketing entertains, educates, fascinates, and engages your followers. Dry posts about your products and services won’t cut it. You’re going to have to be a bit more creative than that.

Read More

Your Customers Are Talking About You

Your Customers Are Talking About You

Your Customers Are Talking About You.

Are You Listening?

All year long, we have been focusing on the importance of providing a good customer experience on social media. Many digital marketing experts will tell you that the best way to build a following on social media is to post videos, to post at peak times, to ask questions. Yet, in our experience, nothing will grow your fan base as powerfully or fruitfully as providing excellent customer service via social media. Your customers have smart phones and they want to use them. They love social media, and they love telling their friends about their experiences – good and bad. When they do business with you – whether you offer B2C or B2B services – they will talk about you. Are you listening? More importantly, are you responding? You absolutely must be listening, you must be responding, and how you respond is very important.

Read More

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.

Read More

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…

Read More

The Proof is in the Posts

The Proof is in the Posts

The Proof is in the Posts, or Why Quality Social Media Marketing is Worth the Investment

In marketing, as in all things, quality matters. I’ll be frank, sometimes when we sit down with a potential client, they’re very enthusiastic about the quality and breadth of our services until they see the price. Then sticker shock sets in and suddenly they are sure they can manage their social marketing themselves, or they head somewhere else to sign up for a cheaper package. Does this mean we think we should lower our prices? Sorry. No.

Read More