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Elevate Your Online Brand: How Social Media Marketing Can Boost eCommerce Sales

For eCommerce business owners, mounting competition in the virtual retail space makes it increasingly challenging to boost their online sales. Do you struggle when it comes to winning a new customer and retaining your existing ones? If so, you’re not alone.

Forward-thinking entrepreneurs and digital marketers are already leveraging the power of social media marketing in the eCommerce space. With 5.17 billion users on social media, why not capitalize on the immense potential and build your online clientele?

Social media has emerged as a powerful tool for brands to connect with their target audience, driving engagement to boost sales. With raging competition in the online retail space, social media marketing is no longer an add-on for digital entrepreneurs.

Rather, it’s a strategic tool to gain an edge over your competitors. 

On average, individuals spend 143 minutes on social media per day, which comes to roughly 2.5 hours. So, why not streamline your social media marketing strategy to present your offerings at their fingertips?

READ: eCommerce SEO – 6 Easy Tips to Drive Organic Sales

How does social media marketing strengthen eCommerce?

One of the best perks of using social media for marketing eCommerce products is the ability to track your customers’ online journey. Successful marketers are leveraging the power of social media platforms like Facebook, Instagram, Pinterest and Snapchat to understand their customers better. 

A recent study revealed that global eCommerce sales through social media marketing are projected to rise to $8.5 trillion in 2030 from just $992 billion in 2022. These numbers clearly define the tremendous potential of social media marketing for virtual retailers.

Benefits of social media marketing for online brands

Here’s how brand leaders leverage social media to boost online exposure and sales.

1. Enhancing brand awareness

As an active tool, social media engages millions of global users to enhance your brand awareness. As you interact with your target audience and discuss the launch of new products, the word spreads through likes, shares and comments. Social media marketers also create visually appealing graphics to narrate the story behind your brand.

Digital marketers also create content following popular social media trends that your followers find relatable. With increased brand awareness and recognition, traffic on your site gains traction, eventually leading to higher sales volumes.

2. Engaging your customers

Thanks to engagement metrics and data analytics tools, digital marketers can track social interactions and improve the overall virtual buying journey for their clients. 

Social media is one of the broadest platforms that connects eCommerce brands directly to potential buyers. Users can also raise queries about their grievances through social media channels for instant resolution.

Established virtual retailers like Ubuy also respond to customer inquiries on social media, review feedbac, and build brand loyalty. Eventually, this leads to better customer retention, as satisfied buyers tend to make repeat purchases from eCommerce websites.

A short response time on social media handles also creates a positive impression on your audience, reflecting agile customer service.

READ: How Brands Can Grow Customer Loyalty and Build a Positive Reputation

3. Targeted advertising

A wide range of advertising options is available on social media that help marketers target specific groups based on interests, online purchase behavior and demographics. Ecommerce brands, can, therefore, reach the right customers through advertisement for higher conversions and sales.

While potential customers use social media during their leisure hours, experienced marketers seize the opportunity to pitch their offerings informally through social media marketing.  That’s the reason users come across personalized recommendations of relevant products on their News Feed on Facebook.

This personalizes the user journey since these recommendations are based on their preferences and previous purchase history.

4. Social commerce

In the eCommerce domain, social commerce has turned out to be a popular trend.

Businesses sell their products directly on social media platforms. For instance, Facebook and Instagram allow virtual brands to create a shoppable feed of their merchandise. Followers can seamlessly access these products, leading to better sales and conversions. This innovative approach ensures that users need not leave social media platforms while making the purchase.

5. Online reputation management

As you try to gain traction in a competitive market, managing your online reputation is critical. Successful online brands showcase their reputation through social media marketing to build trust and instill confidence as they explore new shores.

Why not leverage positive feedback and testimonials of your existing customers on social media as you pitch your products to new ones? Words spread quickly through social media channels when your customers love your products!

The bottom line

Social media has evolved over the years, transforming from a mere platform for interacting with friends to a powerful tool to market your brand.

With new social media marketing strategies like influencer marketing, real-time streaming to sell products and personalization based on UGC (user-generated content) dominating recent trends, digital marketers have been proactive to spruce up sales. 

No wonder why established eCommerce brands and start-ups partner with professional social media marketing agencies to consolidate their position amidst raging competition. 

 

Fahad Khan is a Product Manager and digital marketing enthusiast at Ubuy Technologies.

B2B Social Media Marketing: A Strategic Approach for Niche Industries

For many marketing folks, organic social posts are the bane of their job. Company leaders want to see activity, lots of it, and it better be good. But your customers don’t seem to care that much, and it’s hard to get follows and likes. The algorithm keeps changing, and those who do follow the brand often don’t see your posts. It’s even harder to get activity that legitimately impacts sales.

Does it matter if someone from Illinois likes your post if you’re only selling in California and Idaho? Or if tons of apartment dwellers follow you, but you sell lawnmowers? For a B2B business, it can be even harder. You’re told you “need” followers and to produce lots of content, but why? It isn’t driving sales.

READ: A Beginner’s Guide to Social Media Marketing — Embracing The Wild West of the Internet

Plus, it’s wildly time-consuming, no one internally has the bandwidth for it and it can be expensive to outsource. Especially if you’re posting varied content, on multiple channels, several times a week or even daily. The truth is that social media marketing sounds fun, and to many brands it’s imperative, but in reality, it’s hard to find the right formula.

Nearly five billion people are using social media, a massive number that gets bigger every year. With access to that many people, why are some brands only getting 10 likes on a video post they spent several hours and a decent budget on?

The truth is, the social media merry-go-round can be fun for brands with deep pockets that sell to consumers, but sometimes it’s not so easy for small brands, those that market sensitive or less engaging products (like wealth management or health insurance), or for companies that are looking to connect to other businesses. When we compare B2B brands and brands with less cultural panache to global consumer brands with strong loyalty and recognition, we set impossible expectations.

READ: Don’t Get Left Behind — Top 8 Social Media Trends for 2023

Not every company will get brand advocates to consistently like and share content from social media. Certainly, humor can be used, and there are clever ways to make more engaging content, but if you’re selling professional accounting services, let’s acknowledge you will not likely get the same consumer love on social media that Nike gets, and that this is actually okay. An accounting firm probably doesn’t need to create content that goes viral with teenagers. It doesn’t make sense to put time toward a goal that’s not helpful to the overall mission.

So, for brands that need an alternative approach to social media, what are some options to stay relevant, keep a strong social presence, and not be in the constant burn of content churn? One thing we recommend is, don’t chase what you don’t need.

You might not need a presence on Pinterest, or to post on X every day. Just because “everyone” else is doing it, doesn’t mean that’s the right use of your resources. If you sell breakfast, by all means, make a post on National Pancake Day, but if you sell sprinkler systems, don’t scramble to try to make a pancake connection. Forced content can feel inauthentic to audiences.

Consider this, write an annual social media plan (or hire someone to write it) and create the bulk of your branded social content as an efficient, consolidated project. That way, your core content library for the year is handled, and you can leave room to fill in where it makes sense with new ideas, relevant current event-focused posts, and company news. You can also concept key social campaigns in conjunction with corresponding advertising campaigns (if you utilize paid media), and block those in throughout the year.

 

Cassie Augustine headshotCassie Augustine is co-founder and Chief Strategy Officer at Articulation in Denver, providing insights that turn consumers into brand advocates.

A Beginner’s Guide to Social Media Marketing: Embracing The Wild West of the Internet

Social media is still the Internet’s Wild Wild West. Platforms change like the wind, measuring ROI regularly proves to be elusive, and the online territory as a whole is more massive than many understand. We sat down with Philosophy Communication’s social media manager, Libby Stauffer, to learn where she has found nuggets of metaphorical gold throughout her social media marketing career. Here’s some of her best advice.

READ: Don’t Get Left Behind — Top 8 Social Media Trends for 2023

What are some of the biggest lessons or takeaways you’ve learned about implementing effective social media marketing?

Check your ego at the door

We are all familiar with the Golden Rule, “Treat others how you want to be treated.” When it comes to social media marketing, engage with your brand’s content how you want others to engage with it. If you’re not going to be your brand’s #1 fan, who do you expect will be? 

Social media just wants to have fun

In a world of buttoned-up websites, brochures and emails, social media is like the cooler, funnier sibling who has only one motive… to have fun! Save the straight-edge professionalism for your other marketing outlets and really let your brand’s personality shine. 

The golden question

When creating your brand’s content, rather than asking the question “How is this going to help my business?”, ask “How is this going to help my audience?” Libby recommends curating content that implements some combination of the four fundamentals of content marketing: inspire, inform, entertain, persuade. 

Stay nimble

Always be prepared to change up your plan and add new content at a moment’s notice. With the fast-paced nature of social and the low longevity of its content, if you have the opportunity to jump on an emerging trend, don’t wait. Your other evergreen content will be just as relevant tomorrow as it is today. 

Another important aspect is maintaining a finger on the pulse of your content’s sentiment. Sustaining a continual understanding of how your brand and its content is being perceived helps shape effective future content and discern the type of messaging that best resonates with your audience. 

READ: How To Organically Grow Your Company’s Social Media Presence

Keep your friend close and your competitors closer

Some of your greatest inspiration for new content will likely come from keeping a close eye on your competitors’ socials. Take note of what type of content receives the highest engagement, which posts are a “flop,” the posting frequency they implement and how they interact with their audience. 

What do you feel are some of the biggest mistakes brands make when it comes to social media? 

Choose your channels wisely

The most important factors to consider when deciding on your socials are your audience, your services/products that you’re selling, your competitors and your business goals. 

Too often, companies make the mistake of thinking that just because they can be on every platform, that they should. Because each platform differs between hashtags, tone of voice, audience and optimal graphic sizes, it can prove to be extremely difficult to maintain a successful presence on multiple platforms. If you cannot sustain a consistent content strategy across numerous platforms, there is no shame in scaling back to allocate your time, energy and resources towards a single platform. 

How many cooks are in the kitchen? 

At most, your posts should be reviewed by two to three brand stakeholders before it has the green light to be posted. Creating an excessively laborious flow of approval will only do more harm than good by creating unnecessary roadblocks that prevent your brand from being first on the scene. 

Another factor to consider when there are too many cooks in the kitchen is the increased likelihood that your brand voice will become altered amidst the excessive rounds of edits. 

Are you true to you? 

Prioritize authenticity. Because there is an endless amount of content vying for everyone’s attention, people are craving real brands that are unapologetically unique and true to them. Evolution has led humans to develop an expert nonsense-detector. 

From your experience, what are some of the most impactful ways to best utilize a small social media budget? 

User-generated content is king

User-generated content is original content that is created by an individual and/or consumer, rather than by the brand itself. The beauty of this type of content lies in the positive influence it has on a consumer’s trust and loyalty to the brand and how it builds a sense of community amongst its buyers’, without the company having to spend a single penny.

 

Alli Westbrook HeadshotAlli Westbrook is the social media coordinator for Denver-based marketing and PR agency, Philosophy Communication. While she is a writer at heart, she is deeply curious about social media’s ever-evolving landscape and its role in businesses’ success.

AI Content and Human-Generated Copy: A Winning Combination for Social Media Marketing

The rise of AI content has some people fearing for their jobs. Programs like ChatGPT can produce reams of written prose in the blink of an eye. That’s why using AI for social media marketing can give you the boost you’ve been looking for. But, there are still limitations.

In reality, AI content tools can enhance the work of content creators, writers and artists. Using AI to write more compelling social content may increase engagement, generate more traffic and bolster sales, too.  

READ: AI in Mobile App Development — Top 8 Tools and Strategies

AI strengths

AI has some serious strengths. It can search the web, write pages of content and analyze data quickly. AI can also identify trends in social media. Using AI for social media marketing also helps marketers make better-informed decisions. 

1. Research

AI programs can automate tasks like lead generation and project management. This speeds up research and mitigates errors. Automation also helps marketers save time. Marketers who use AI don’t trawl through Google for useful results. Instead, they can use generative AI models to find answers to their queries. This is helpful for writers who are working with unfamiliar subjects. 

2. Idea generation

AI can also be useful during the idea-generation process. Writers can use AI programs to reboot their imaginations when facing writer’s block. This gets the creative process back on track and produces innovative ideas. 

AI limitations

Artificial intelligence tools are growing in power. Updates have increased accuracy, too. But, AI is unlikely to ever replace real-life writers.

READ: Chat GPT isn’t Always the Answer — 4 Reasons for Human-Generated Copy is Still a Marketing Essential

1. Penalties  

Social media marketers who rely on AI tools may be penalized. Google Search Central says content creators can use AI tools to generate some content. But, AI-generated content cannot be “used to manipulate search rankings.” This is spam and undermines rankings online. 

Generative AI art can produce some strange results. Viewers may notice anomalies like human models with six fingers or too many teeth. This has damaged the reputation of brands that include AI art in their content. 

The legal landscape of generative AI is murky. AI-generated content plagiarizes content produced by real writers. It also fails to attribute its work to any sources. This draws the ire of some content creators and readers. 

2. Creativity 

AI is incapable of completing research or revisions. Natural language programs (NLP) generate “false” sources that do not correspond to real research. These hallucinatory sources sound real but are fake. This can land writers in hot water. Instead, writers should follow up with a reference search of their own. 

Combining writers and AI

AI-generated content is a boon for busy pros. But, folks who want to use AI should see the software as an assistive tool. It cannot replace real writers and may produce sub-par results. 

1. Outlines and captions

Real writers can use AI to boost their productivity by asking NLPs for outlines. This is helpful, as idea generation can be mentally draining. AI can make the process easier by providing potential content ideas. 

AI can also help social media pros compile data. The best social posts are informed by data. Programs like GPT4 analyze large data sets and leverage underutilized information. This can help writers identify trends and adjust their work. 

2. Professional prompts

Real writers who make use of AI need further training. Programs like Google Bard are simple to use but difficult to master. Training can streamline the process. 

Using AI to write is simple. Real writers can start using AI by including: 

  • A clear prompt: A clear prompt puts AI on the right path. This will improve useability, too. Stick to simple sentences and clear questions. 
  • The target audience: AI programs need context. Tell GPT about the context of the article before pressing send. 
  • A call to action: A CTA refines the search. Including a clear CTA can help GPT understand your purpose, too. 

More context is always better. Before pressing send, tell the NLP where the text will appear. This increases response relevancy. 

Writers must understand the business before turning to AI for help. This is particularly helpful for technical writers on social media. AI helps technical writers take a more relaxed tone online. But, it cannot create industry and business-specific posts. Writers still need to lean on their creativity to produce engaging posts. 

The bottom line 

AI programs help writers create more engaging social content. This is important, as social media outreach is essential for all growing businesses. However, writers who use AI should guard against overreliance. An overreliance on AI can produce “spam-like” content. This damages SEO rankings and may undermine brand reputation.

 

Indiana Lee Bio PictureIndiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.

How to Use LinkedIn As a CEO: Turning ‘Connections’ into ‘Profits’

After seeing my content on LinkedIn, a friend whom I hadn’t spoken to in 20 years connected me with a lead who trusted his recommendation and became a high-value client. Had I not made that post on LinkedIn, my company would have lost out on a $50,000 business opportunity. 

CEOs and other C-suite leaders are hesitant to put themselves out there for any number of reasons: They don’t have enough time, it’s not a priority or they don’t want to seem full of themselves. But companies that don’t activate their CEOs on LinkedIn lose revenue opportunities by failing to connect a key thought leader to their brand, meaning that they are quite literally leaving money on the table by staying silent. 

The costs are more far-reaching than just missed revenue. Let’s dive deeper: 

READ: Cracking the Code of Business Marketing — 10 Strategies for Success in a Dynamic Landscape

Unrealized revenue and investments 

LinkedIn and the broader business context revolve around forging human connections. Instead of anonymous corporations, individuals seek meaningful interactions with real people. They desire conversations with industry leaders, the chance to relate to each other’s work or personal challenges, and a sense of belonging to a community.

CEOs often possess natural networking abilities and charisma. Consequently, they can establish a more profound emotional bond with their audience through their personal profiles, as opposed to official company pages. Research underscores this, with 93% of respondents agreeing that CEOs actively engaging on social media can cultivate stronger links with customers, employees and investors. These emotional bonds and virtual connections frequently translate into tangible outcomes, such as business transactions, attracting investors or forming other enduring relationships that pay dividends over time. 

READ: Chat GPT isn’t Always the Answer — 4 Reasons for Human-Generated Copy is Still a Marketing Essential

Poor or nonexistent brand identity

The CEO is an extension of and often the face of your company. Being active on LinkedIn can help CEOs build the credibility required to be regarded as a thought leader or subject matter expert in their industry, which is key to building a positive, transparent brand identity. A striking 91% of surveyed employees recognize social media as a potent tool for nurturing thought leadership and enhancing the credibility of C-Suite executives among various stakeholders, including the press and media.

Additionally, 75% of respondents believe that C-Suite social media engagement makes a brand seem more honest and trustworthy. Creating this kind of visibility elevates the entire brand image and can open doors to speaking engagements and media opportunities. 

On the flip side, an inactive LinkedIn profile may indicate to potential customers, investors and employees that the CEO is a mysterious figurehead in an ivory tower who isn’t concerned with interacting with his or her stakeholders. It may also give the impression that your company isn’t a forward-thinking organization that values social media marketing and regular connection with its audience. Failing to cultivate a brand identity means that your audience won’t be able to distinguish your company from your competitors. Or worse, they’ll prescribe their own perceptions of your brand. 

Isolation from important industry conversations

LinkedIn serves a greater purpose beyond aiding job seekers and salespeople seeking prospects. It’s also a place where important conversations about leadership, business, specific industries, consumer trends and the future of work are happening.

CEOs who remain inactive on LinkedIn risk being uninformed about pivotal news that could directly impact their company. Furthermore, they might find themselves excluded from vital conversations that offer insights for navigating various business, economic and political landscapes.

Neglecting to participate in these important conversations happening in the zeitgeist can be costly. A telling instance is the CEO of PagerDuty, who invoked the words of Dr. Martin Luther King Jr. in an email announcing company layoffs. Her email attempt to link the fight for civil rights with her leadership challenges went viral and resulted in damaging backlash and media coverage. Had she paid attention to conversations happening on LinkedIn around the all-too-common phenomenon of co-opting social movements for corporate gain, this tone-deaf catastrophe could have been avoided. 

Lost opportunities to attract top talent

Posting regularly allows potential applicants to get an inside look at the company culture and who they would be working for. One of the companies I work with hired 18 people who cited the CEO’s LinkedIn posts as the reason they applied. That’s because people want to work for companies with leaders who are visible, approachable, and have clear values. A radio-silent CEO lacks the means to personally connect with potential candidates, ultimately failing to motivate top-tier talent to seek opportunities within the organization.

The power of personal connections forged by a CEO on LinkedIn cannot be understated. Opting for LinkedIn silence might not appear overtly detrimental. However, just as I hadn’t realized my friend-turned-customer was following my content, you might be unaware of who isn’t engaging with yours and the unrealized value of a missed connection. 

 

Justin NassiriJustin Nassiri is the Founder and CEO of Executive Presence, a full-service social media management provider for CEOs and top executives. He has served in the U.S. Navy onboard nuclear submarines, founded and sold three companies, and holds an MBA from the Stanford Graduate School of Business and a BS from the United States Naval Academy.

The Best Loyalty Program Promotion is Your Social Media — Here’s Why

In a 2022 study, 70% of Americans considered loyalty programs a top factor in loyalty toward their favorite brands. Loyalty programs improve customer retention, the lifetime value of a customer, customer satisfaction and brand reputation.

However, simply having a loyalty rewards program isn’t enough. You need to promote it regularly and ensure customers are aware of the benefits. One of the best ways to do that is on social media, where billions of people are active every day.

How can you use the company’s social media presence to maximize the benefits of its loyalty program? Here’s what you need to know.

READ: 12 Ways to Repurpose Social Media Content for Email Marketing 

Know the rewards your customers value

An effective rewards program has to offer something the customers find valuable, or no one will be interested in signing up. One of the ways to find out what your customers enjoy and spend time on is by paying attention to social media.

Social media listening tools can help you find the voice of the customer, which allows you to discover your customers’ needs, wants and expectations. This allows you to tailor the loyalty program to meet and exceed those expectations. 

Different customer bases have different values and priorities, and by discovering these, you can offer truly valuable, targeted loyalty rewards, which will improve the positive impact of the program.

Use social media to promote the loyalty program

Social media gives you a megaphone to share your message. However, everyone else also has a megaphone, so it’s important to promote your loyalty program in a targeted way that appeals to your target market.

One way to do this is through special giveaways on social media that involve your audience sharing information about your loyalty program with friends and family. You can have different ways to enter, and each one is worth a certain number of entries into the drawing.

Keep in mind that Colorado has strong laws around privacy when it comes to loyalty programs, so the information you collect needs to be kept confidential and secure. You’ll need a strong cloud security strategy that keeps your loyalty program data safe from cyberattacks and presents clear disclosures about what information you collect and how you use it.

READ: Inside the Colorado Privacy Act (CPA) — New Obligations for Businesses Processing Consumer Data

Make social media sharing part of the loyalty program

User-generated content is a great way to turn your customers into advocates for your brand, and you can leverage social media and your loyalty program to encourage customers to create it.

For example, a customer who posts a picture of themselves holding your product on social media could get a certain number of reward points. Someone who posts a short video about your product could earn more.

When social media becomes part of the loyalty program, you’ll increase the traction and reach that your company has online, allowing you to attract new customers and remind existing customers to buy another product or service. It’s a win for everyone involved.

Boosting loyalty online

Learning how to grow customer loyalty is essential, and loyalty programs play a big role. Taking advantage of social media allows your organization to learn more about its customers, offer better rewards, let more people know about the program and turn customers into brand advocates.

Using social media the right way will build consumers’ trust in your brand, build your brand reputation and showcase your company’s values. When you add your customer loyalty program to the mix, you are able to reward new and returning customers with prizes that matter most to them, encouraging them to continue engaging with your brand.

Millions of people use social media daily — your brand can meet them right where they are! 

 

Indiana Lee Bio PictureIndiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.

Cracking the Code of Business Marketing: 10 Strategies for Success in a Dynamic Landscape

In the dynamic world of business, marketing stands as the cornerstone of success. Effective marketing strategies can propel a business to new heights, connecting products or services with the right audience and driving growth. But with the ever-evolving landscape of consumer behavior and technology, how can businesses crack the code of effective marketing? This article delves into the essential tips and tricks that will guide businesses in mastering the art of business marketing.

READ: Maximizing Efficiency, Minimizing Errors: Harnessing AI and Automation in Your Marketing Strategies

Understanding the fundamentals of business marketing

Business marketing, at its core, is the art of promoting products or services to a target audience. It involves a strategic blend of the four Ps: Product, Price, Place and Promotion. These elements form the foundation of any marketing strategy. However, in today’s consumer-centric environment, another P has become equally important — Personalization. Understanding your audience and crafting tailored marketing campaigns is pivotal in modern marketing endeavors.

Identifying Your Target Audience

The journey to successful marketing begins with identifying and understanding your target audience. A shotgun approach rarely yields the desired results. Instead, segmenting your audience based on demographics, psychographics,and behavior allows for more precise targeting. For instance, a company offering high-end beauty products might tailor their marketing differently to a younger demographic seeking trendy products than to an older demographic seeking anti-aging solutions.

READ: Determining Your Business’s Target Market – Why It’s Necessary and How To Do It

Crafting compelling branding and messaging

Branding is more than just a logo and color scheme — it’s the personality and essence of your business. A consistent brand identity fosters recognition and trust. Consider the iconic swoosh of a sportswear giant or the golden arches of a global fast-food chain; these symbols are etched in our minds.

To stand out in a crowded market, craft compelling messaging that speaks to your audience’s pain points and aspirations. The Dollar Shave Club’s launch campaign is a prime example of messaging that resonates. Their witty and relatable message highlighted the inconvenience and high costs of traditional razor blades, making their subscription model more appealing.

Developing a strong online presence

In today’s digital age, a robust online presence is imperative. A well-designed, user-friendly website serves as your digital storefront. It should load quickly, be mobile-responsive and provide easy navigation. High-quality visuals, engaging content and clear calls to action are crucial.

Leveraging social media platforms is equally vital. Facebook, Instagram, Twitter and LinkedIn offer distinct ways to engage with your audience. Share relevant content, respond to comments and utilize storytelling to create a human connection. Content marketing through blogs, videos and infographics establishes your business as an authority in your industry.

Leveraging social media for business marketing

Social media platforms offer a direct line to your audience. Each platform has its strengths — Instagram is visual, Twitter is succinct and LinkedIn is professional. Utilize the platform that aligns with your target audience’s preferences.

Visual content grabs attention and encourages sharing. Consistency is key; maintain a posting schedule that keeps your audience engaged. Incorporate relevant hashtags to expand your reach.

READ: Don’t Get Left Behind — Top 8 Social Media Trends for 2023 

Content marketing strategies

Content marketing is a powerful tool for establishing authority and engaging your target audience. To create impactful content, consider diverse formats like blogs, videos and infographics. When it comes to a video, you can edit video online using user-friendly platforms.

Start by identifying relevant topics that resonate with your audience’s interests and challenges. Craft informative and engaging blog posts that provide value and solutions. For videos, keep them concise and visually appealing. Edit online with intuitive tools that offer trimming, text overlays and transitions. By diversifying your content strategy, you can cater to different learning preferences and enhance your brand’s visibility.

READ: Marketing with Accessible Content — Utilizing User Experience to Build an Effective Campaign

SEO strategies for better visibility

Search Engine Optimization (SEO) boosts your website’s visibility on search engines like Google. Keyword optimization involves integrating relevant keywords naturally into your content. Meta tags and internal linking enhance your site’s structure and navigation.

Off-page SEO focuses on building backlinks from reputable websites. Guest posting on industry blogs and partnering with influencers can help establish your credibility and authority, improving your search rankings.

Embracing paid advertising and PPC

Paid advertising, often in the form of Pay-Per-Click (PPC) campaigns, allows you to reach your target audience more directly. Google Ads and social media platforms offer sophisticated targeting options.

Craft compelling ad copy that addresses the audience’s needs and includes a clear call to action. Set a budget that aligns with your goals and monitor campaign performance closely to optimize results.

Analytics and data-driven insights

Data analytics is the compass guiding your marketing journey. Tools like Google Analytics provide valuable insights into website traffic, user behavior and conversion rates. Analyzing these metrics helps you refine your strategies.

For instance, tracking user flow on an e-commerce site might reveal a high drop-off rate on the checkout page. This insight prompts optimization efforts, such as simplifying the checkout process or offering incentives.

Building Relationships and Customer Loyalty

Building strong customer relationships cultivates loyalty. Exceptional customer service creates positive experiences that lead to repeat business and referrals. Email marketing keeps customers engaged and informed about new products, promotions, or industry insights.

Loyalty programs incentivize repeat purchases. Starbucks’ rewards program, offering free drinks and discounts, keeps customers coming back and spending more.

READ: 12 Ways to Repurpose Social Media Content for Email Marketing

The bottom line

In the ever-evolving landscape of business marketing, cracking the code requires a blend of art and science. Understanding your audience, crafting compelling branding and messaging and embracing digital tools and strategies are essential steps. By leveraging social media, content marketing, SEO and paid advertising, businesses can capture the attention of their target audience. Data-driven insights, customer loyalty and adaptability ensure continued success.

As you embark on your marketing journey, remember that the code is never static. It shifts with consumer behavior, technological advancements and cultural changes. Stay curious, stay informed and keep cracking the code to unlock new levels of marketing success.

 

Sanket Shah headshotSanket Shah is the Founder and CEO of Invideo who initiated this startup with the view of encouraging the creation and use of videos in all sectors of business as well as private lives. Sanket’s dedication has led Invideo to serve millions of users from 190 countries across the world. His continuous encouragement to all video users and desire to make video making and editing accessible to everyone has contributed largely to the video production industry.

How To Develop a B2B Social Media Marketing Strategy

There’s no denying how well social media facilitates conversations and connections between businesses and consumers. It does it so well that business-to-business (B2B) operations often question if they should have their own social media marketing strategy. 

The short answer is, they should. B2B customers partake in social media just like B2C companies. You just have to find where they are and understand how to best approach and connect with them. 

These eight steps will help you develop an effective social media marketing strategy for your B2B business. 

READ: Is B2B Email Marketing Dead? 

Set clear social media marketing goals

First and foremost, you need to establish what you want to get out of social media marketing. In other words, what do you want to achieve through social media? Your goals could revolve around: 

  • Lead generation 
  • Educating your audience 
  • Building brand identity and awareness
  • Becoming a thought leader in your industry 
  • Increasing engagement with ideal customers 

Once you set clear goals, attach key performance indicators (KPIs) to them. KPIs ensure that you’re progressing toward your goals. Some examples of KPIs include:

  • Mentions and Reach for brand awareness
  • Comment rate and Clicks Per Post for engagement 
  • Marketing Qualified Leads and Cost Per Lead for lead generation
  • Interactions and shares for thought leadership 

You also want to ensure your social media marketing strategy and goals align with your company objectives. 

READ: Don’t Get Left Behind — Top 8 Social Media Trends for 2023 

Align company objectives with your strategy

Your social media marketing strategy should always support specific business goals. You wouldn’t be using social media effectively if you did anything else. 

What are your company objectives? To increase sales for a new product? To gain new business partnerships? Establish better brand awareness? Improve customer service? 

Once you determine business objectives, choosing what actions to take on social media to achieve them is more straightforward. 

Understand your customers 

You must know who your customers are and how they engage on social media to create the best approach.  

B2B customers differ from B2C customers in that you’re likely dealing with a group of people rather than a single consumer. Determine who the decision makers are and find out as much as possible about each one. 

Dig into as many details as possible, like demographic information, personality traits, lifestyle habits and behaviors. In addition, learn about what they do on social media. Document their favorite platforms, the content they consume, the brands they follow and so forth. Gathering this data will give you valuable insights and will ultimately improve the customer journey experience when you know exactly who your target audience is.

READ: Determining Your Business’s Target Market – Why It’s Necessary and How To Do It

Choose the right platforms 

Much of how well you do on social media relies on your chosen platforms. You should choose platforms based on your unique customer base, capacity to create captivating content and your team’s skillset. 

However, LinkedIn should absolutely be on your list. This platform’s been deemed the most suitable for a professional audience, and that’s precisely what your B2B customer base is. Understand who in your audience uses LinkedIn, the content that performs best and other best practices. 

You should also know when to post on the platform. Recent research suggests Tuesdays, Wednesdays and Thursdays during working hours are best. So, make sure you can post during these times consistently. 

Run from boring B2B content 

B2B content has a bad rep for being boring. Much of it is ridden with technical jargon, reliant on the written word, too long and void of creativity. Yours can’t be this way if you want your social media marketing strategy to be successful.  

Your social media content must be entertaining as much as it is educational. Many of your content ideas should be original and rooted in the uniqueness of your brand and offerings. Look at content from successful marketers to get inspiration. 

Then, choose the kind of content you want to create. For example, user-generated content is excellent for building authenticity. People love video content more than any other type right now. Interactive content, like polls, surveys and games, is another good choice. 

Choose content that fits your social media platforms and your audience. But make sure it’s got flair and keeps people coming back for more. 

READ: Using Video in Email Marketing Campaigns: Best Practices and Benefits

Rely on modern tech tools 

In today’s digitally-focused world, you won’t be able to do everything manually regarding your social media presence and get the kind of results you’re looking for. You need modern tech tools to help you keep up with the pace of social media.

For example, B2B businesses are leveraging influencer marketing as part of their social media marketing strategies more and more. Influencers can help you build trust faster with your audience and personalize their brand experience. 

5G internet can take influencer marketing to the next level. Immersive AR and VR experiences are possible with 5G. You can better create and maintain computer-generated imagery (CGI) influencers. 5G also supports you in getting out high-quality video and other content quickly. 

Modern tech tools that should also be on your radar include:

  • Social media listening tools 
  • A content management system (CMS) to automate content creation and publication 
  • Data analytics tools to measure your strategy’s progress 
  • An auto-responder for comments and direct messages 
  • A customer relationship management (CRM) system to track customer relationships 

These modern tech tools are great but don’t limit yourself to them. Find the ones that support your social media marketing goals the best. 

You’re missing out on a grand marketing opportunity without using social media. Develop the most promising strategy for your business with the tips above and become a social media sensation on your chosen platforms. 

 

Indiana Lee Bio PictureIndiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.

Promote Your Real Estate Business — 5 Best Digital Marketing Strategies

Digital marketing is one of the go-to marketing channels for real estate businesses, including but not limited to brokers, agents, appraisers and property managers. Outside of traditional methods, there are online platforms, channels and technologies which make promoting and selling products or services to a more targeted audience a much easier task. Various strategies are used, but they never stay static. Search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and more are some of the main methods you can use to promote your real estate business by:

  •  Reach a wider audience
  • Generate leads
  • Build brand awareness
  • Showcase property listings
  • Engage with potential clients

This will ultimately help you attract more clients, close more deals, and grow your real estate business.

READ: LLCs and Real Estate Investing — Pros and Cons You Should Know in 2023

Put effort into SEO to promote your real estate business

Search Engine Optimization (SEO) is the process of improving your website’s visibility on search engines like Google, making it easier for potential clients to find your real estate business. Effective real estate SEO includes some of the key things to make sure you do to increase visibility. Some are very technical and could be handed to a specialist or agency, and some are very straightforward and can be done by a non-specialist.

Keyword research

Identify relevant and high-traffic keywords to target in your content.

On-page optimization

Optimize page titles, meta descriptions, URLs, and header tags for targeted keywords.

Content creation

Publish informative and engaging content related to the real estate industry.

Link building

Acquire high-quality backlinks to your website from reputable sources.

Local SEO

Optimize your website for local searches by including your business address and contact information. As most real estate businesses cover a specific geographical area, it’s important to have your listings on Google, Yelp, Bing (yes, Microsoft’s Bing as well), and other important listing sites to have the same rich information, a lot of reviews (good ones), and be actively maintained.

READ: 7 Reasons Local SEO is Excellent for Small Businesses 

Technical SEO

Ensure your website loads quickly, is mobile-friendly, and has a secure HTTPS connection. A key thing to understand is how to make the website “seen” by search engine bots.

Make your real estate website more user-friendly

A user-friendly website is essential for engaging and retaining potential clients. Some of the must-have features for a real estate website include:

Responsive design

Ensure your website works well on all devices, including mobile phones and tablets. Already, 50% of users do all their searches on mobile, in some industries, it can be as high as 90%.

Easy navigation

Organize your website with clear menus and intuitive navigation.

High-quality images

Use professional and appealing images to showcase your property listings.

Property search functionality

Include a search feature that allows users to filter properties based on their preferences.

Contact information

Display your contact details prominently, making it easy for users to get in touch.

Testimonials and reviews

Showcase positive client feedback to build trust and credibility.

Use Google Ads to get fast results

Google Ads is a PPC advertising channel that can help your real estate business get quick results by driving targeted traffic to your website. Important things for advertising through Google Ads is to make sure you have the right keywords and audience and are actively measuring results. Do not let any ads run until the conversion tracking is properly set up and you have a good idea of attribution of leads coming from different channels. Important things to remember are:

Use location targeting

Target your ads to users in specific geographic areas where your properties are located.

Create compelling ad copy

Write engaging and informative ad text that highlights your unique selling points.

Utilize ad extensions

Use features like call extensions, location extensions, and site link extensions to provide additional information and improve click-through rates.

Test and optimize

Regularly review your ad performance and make data-driven adjustments to improve your results.

You can hire a professional or an agency to handle this, but keep your eyes on two of the most important metrics.

  •    How much do you pay per lead? — CPL (cost per lead)
  •    Quality of the leads

If two of the above metrics are within your targets, then scale the campaigns as much as possible.

READ: Determining Your Business’s Target Market – Why It’s Necessary and How To Do It

Develop a social media marketing plan to promote your real estate business

Social media platforms like Facebook, Instagram, and LinkedIn can be valuable tools for promoting your real estate business. A successful social media marketing plan for real estate should:

Set clear objectives

Establish goals for your social media marketing efforts, such as increasing brand awareness, generating leads, or engaging with potential clients.

Choose the right platforms

Focus on the platforms that are most popular among your target audience and best suited for showcasing your properties.

Share high-quality content

Post visually appealing images, informative articles, and engaging videos that showcase your properties and expertise.

 Engage with your audience

Respond to comments and messages, ask questions, and participate in relevant conversations to build relationships with your followers.

Monitor and analyze performance

Regularly track your social media metrics to understand the effectiveness of your strategies and identify areas for improvement.

READ: Don’t Get Left Behind — Top 8 Social Media Trends for 2023

Utilize email marketing

Email marketing is a cost-effective way to nurture leads, communicate with clients, and promote your real estate business. The best practices for a successful real estate email marketing campaign include:

Build a segmented email list

Collect email addresses through website opt-in forms, social media, and other channels, and segment your list based on factors such as location, property preferences, and engagement levels.

Personalize your emails

Address recipients by name and tailor your content to their preferences and needs.

Create valuable content

Share relevant and informative content, such as market updates, property listings, and tips for buying or selling a home.

Use eye-catching subject lines

Write compelling subject lines that encourage recipients to open your emails.

Monitor and optimize

Track key metrics, such as open rates, click-through rates, and conversions, to evaluate the effectiveness of your campaigns and make data-driven improvements.

The bottom line

By implementing these five digital marketing strategies, you can effectively promote your real estate business, generate more leads, and grow your client base. Prioritize search engine optimization, create a user-friendly website, leverage Google Ads, develop a social media marketing plan, and establish an email marketing campaign to maximize your online presence and reach your target audience.

 

Michael HakobMichael Hakob is the founder and CEO of Andava Digital, with 10+ years of experience in digital marketing and focus on SEO and organic channels that drive traffic. Graduate with a degree in Management of Information Systems, Game Theory enthusiast and Management 3.0 follower.

How Brands Can Grow Customer Loyalty and Build a Positive Reputation in 2023

Growing customer loyalty is more important than ever these days. Consumers are feeling twice as pessimistic about the economy, and they are being extremely careful when making decisions to spend their money. For this reason, it is vital that brands do everything they can to stand out from the competition.

Loyal customers are more likely to make repeat purchases and continue doing business with a brand, which can be a significant source of revenue over time. Proving to consumers that they can trust your brand is a solid way to remain a top choice for your target audience, as brand trust is an essential factor in consumer decision-making. If trust is lost, customers are less likely to give you the benefit of the doubt and more likely to be critical — and in our digital world, a critical perspective can be shared wide and far with just a few clicks. By providing excellent products or services and creating positive customer experiences, brands can foster loyalty and reap the benefits of a loyal customer base.

READ: 5 Tips for Overcoming Customer Service Obstacles as a Small Business

Keys to earning trust and growing customer loyalty

To encourage consumers to commit to your product or service, your brand must be trustworthy. When customers do not trust a brand, they will start looking for other brands that demonstrate the authenticity they are seeking.

To gain the trust of consumers, brands must be transparent, open and honest with their audience. Creating ways to engage with your customers is a great way to show full transparency. For example, you can invite customers and followers along for an exclusive virtual tour via your social media platforms or invite them to shadow your company’s CEO for a “day in the life.”  

Consistency is another key to growing customer loyalty. Consumer confidence increases when consistent results are produced, therefore it is critical to ensure that customers recognize the delivery of the promises your brand is making. This requires proactively shaping your key messages and communications throughout the customer journey. Never promise what you can’t deliver.

To grow the trust and loyalty of both new and existing customers, the goal should be to provide the best possible experience from the moment they first visit your website or enter your place of business to after their purchase has been made.

While some capture brand intent in their advertising, many ignore it in delivering customer service — and helping customers step by step along their journey shows them that you truly care about them. Sharing case studies is an effective way to gain consumer trust as they highlight how your brand has helped others succeed or solve a problem. 

Building a positive brand reputation

A solid brand stays true to its identity. During periods of rapid growth, it can be hard to keep a brand consistent, but even when adapting to change, the main focus should always be on the brand’s core values. Commitment to your brand’s mission and values will help control consumers’ perception of your company across all channels. Whether it’s your website, advertisements, marketing materials or social media platforms — all channels should offer a unified look and voice. Brands that stay true to their identity foster stronger customer relationships and ultimately drive consistent long-term sales. 

READ: From Clicks to Conversions — How to Craft an Effective Online Advertising Strategy

Another way to elevate your brand reputation is through thought leadership. Thought leadership opportunities provide access to educate existing and new customers by sharing information on different outlets that is relevant to their interests and unique to your brand.

Thought leadership content can live permanently on your website and can also be leveraged in your email marketing, lead generation campaigns or throughout other parts of your customer’s journey. When considering thought leadership opportunities, remember that your unique insights are not limited to your products or services. Company values, growth strategies and more can all be leveraged to create impactful thought leadership. As an added bonus, off-site thought leadership content that includes backlinks to your website also improves your overall SEO ranking potential.

For a brand to be authentic and effective externally, it must also be authentic and effective internally. Leaders must bring the brand’s promise to life internally through their company values and then create the alignment needed to effectively manage external promises as well. When brands create a culture where living the values is part of the job, employees will become their greatest advocates. Customer experiences will also improve when they witness your employees living your culture, as those customers will become great advocates for your brand as well. 

Building customer trust is relationship building — the same as any relationship, it takes time and effort to establish trust. Once that trust is established, brands must make an ongoing commitment to invest in their customers. Investing in customers is a smart strategy for brands that want to build a sustainable business and succeed in the long term.

By prioritizing customer needs and creating positive experiences, brands can foster loyalty, generate positive word-of-mouth marketing, differentiate from competitors, increase revenue and improve their reputations.

 

Christena GardunoChristena Garduno (www.mediaculture.com) is chief executive officer of Media Culture, a multichannel brand response media agency that drives growth for global clients with innovative and performance-driven media campaigns. Christena spent her career building the company from the ground up, leading with forward-thinking vision for the agency. With her dedication to leadership and excellence, she has led the agency through expedited growth, continuing to navigate the rapidly changing industry and pilot the path to unwavering success.