Maximizing Your Use of 4 Top Social Media Platforms

If you don’t use social media personally, it can seem difficult to understand why it’s such an important aspect of digital marketing. You might be tempted to think, “Well, Facebook is the biggest of the social media platforms, so maybe I should just post everything on there in the hopes of reaching the most people.” What you need to realize, however, is that social media is not just a publication service. It’s a community.

While there is overlap, different platforms are known for attracting different people and different types of conversation. You’re not going to have much luck unless you understand the crowd each one attracts. Here’s a quick breakdown of the top four social sites — Facebook, Twitter, LinkedIn, and Google+ — to help you get a feel for each platform and how to connect with customers on them.

Facebook
Facebook is easily the largest platform with an estimated 1.3 billion users. The site is known for being the perfect place for users to develop their individuality. You can use images, text, videos, and just about anything else you can think of. Generally keep your posts under 250 characters to keep your customers’ attention, and don’t be afraid to ask questions of your page visitors. This is the platform for making your brand seem full of personality and connecting with customers.

Twitter
Think of Twitter as a large, global conversation. There are an estimated 645 million users around the world, and the site has made the news multiple times for helping to start large social movements. It can also help your business.

Generally, you want to start your posts (tweets) early in the day and post frequently (just like a conversation). What’s challenging about Twitter is that your posts should be only 115-120 characters long (which makes it easier for others to ‘retweet’ you). Twitter is also known for the popularity of the #hashtag. Hashtags help to make your posts searchable, while connecting you with your audience. You should alternate between text-based tweets and occasional photos.

LinkedIn
This site is the more professional of the social pages. There are about 300 million users, and most of them are there for professional networking and business information. This trend is reflected in the best posting practices. Posts made before 8am and after 6pm tend to fare better than those made during the day (when most users are at work). They should also typically concern business topics. Your business page and posts should all reflect the more professional aspect of this site.

Google+
Google+ also has about 300 million users, but Google+ offers the added benefit of being connected to Google, which helps make it fantastic for local search SEO. Google likes businesses to use Google+ and has combined it with the old Google business pages. Take some time to build up your profile and cultivate reviews. This can help boost your local search results and make your business seem very appealing when it shows up on a search results page.

Content posted to this site should also be diversified between images, videos, fun content, and educational content. In terms of seriousness, Google+ tends to fall somewhere between Facebook and LinkedIn, making it a good place to connect with professional and casual users.

Social media has a considerable amount of potential in what it can offer your company. It’s a great place to connect with people and show them everything your business has to offer. Knowing the crowds who tend to gather on each platform will help you considerably as you set out to use each to its fullest potential.

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Improve Your Integrated Marketing Campaign in 3 Easy Steps

Integrated marketing campaigns give companies the chance to reach their potential customers on a number of different platforms. A well-orchestrated campaign branches out across several platforms to reach the target audience wherever they might be found. Not all integrated marketing campaigns are created equally, however. Here are three steps you can take to start maximizing the benefits you receive from your integrated campaigns.

Step 1: Create a specialized landing page

Your integrated marketing campaign is aimed at bringing people from a variety of platforms and sources to your company website. Rather than just bringing them to your homepage or service page, however, create a specialized landing page that will directly speak to these visitors based on what they learned about your company through the advertisement.

A quality landing page will have certain characteristics, including clear, concise information about the value the customer is receiving and an easy-to-use form to fill out to buy or sign up for something. In return for filling out the form, the customer should receive something of equitable value. Perhaps you’re running an advertising campaign for a new cleaning product. Your landing page should extol the virtues of this cleaning product, offer customers the chance to purchase it, and perhaps include a call to action that invites people to download a free ebook about efficient spring cleaning.

Step 2: Use QR codes

QR codes can be a great way to tie a traditional campaign in with the digital world. By putting QR codes on your direct mail ads, newspaper print ads, and similar pieces, you give your customers a way to connect with your landing page (described above), without having to worry about typing in web addresses or remembering your site name. Customers can scan the QR code with their smart device and get redirected automatically to your landing page.

While QR codes are fantastic, it’s important to remember that there are some people who don’t have smart devices or aren’t in a position to scan when they see your advertisement. For these people, make sure your web address is still displayed near the code.

Step 3: Tighten the campaign focus

One of the biggest risks many marketing professionals run into is the urge to reach everyone in the community. That’s not going to be possible. For you to run a successful campaign, you need a target audience — a demographic you can pinpoint and analyze to see how you can solve a problem for them.

It’s common for businesses to get a bit carried away when it comes to integrated marketing because they think of all the different people they can reach on different platforms. But just as with any other marketing campaign, try to focus on a key demographic. Use information and research about this target to see what platforms are best to reach this type of customer, then develop the integrated campaign accordingly. Tighten the campaign to help it speak directly to a particular buyer persona.

Building an integrated marketing campaign is a helpful way to get your message in front of people throughout their day. Integrated campaigns help people develop stronger associations with your brand, remember your message, and hopefully convert more readily. If you’re looking to improve your integrated campaign, consider these three factors and see what you can use to take your campaign to the next level.

3 Marketing Lessons Netflix Has Taught Us

Over the past few years, Netflix has revolutionized how people think about television and movies. As people have become increasingly disenchanted with cable options and the price of TV, Netflix has risen to become a major entertainment provider. Recently, the service has even begun producing movies and shows of its own. Whether you subscribe to Netflix yourself or know someone who does, here are some valuable Netflix-inspired lessons to consider for your company.

Research, research, research

We know it’s important to research our potential audience and customers, but Netflix has taken that research to a whole new level. Just consider the research that came with the company’s production of its own original shows. Netflix researched everything from viewing habits to actor popularity to the types of shows and movies people like in order to create the perfect recipe for success.

Conversely, Netflix has also shown us the importance of research with its hiccup a few years ago when it split the charges for its streaming and DVD options. While the company did manage to bounce back, people were very upset with the price hike and were so outraged at the company’s attempt to rename part of its brand that Netflix had to drop the idea. Knowing where your customers’ sensitivities lie can help you avoid such a debacle. A company that was not as popular as Netflix might have struggled to weather the storm.

Solve people’s problems they didn’t even know they have

Netflix has become popular precisely because the company has mastered this skill. Before Netflix came on the scene, people didn’t really have much of a choice besides cable. Netflix came and offered people a solution for watching movies and TV shows. The company was also able to predict customer trends and started producing and advertising a streaming service before people even realized there might be something better than waiting two days for DVDs to arrive in the mail. Netflix stayed one step ahead of its customers, which gave the company a strong reputation as a superior provider.

Encourage word-of-mouth advertising

Word-of-mouth advertising is some of the most valuable in any industry. When people receive a recommendation from someone they trust, such as a friend or a family member, they automatically give the advertisement more credence. Encouraging people to tell their friends and family, and making it easy for them to do so, has been fantastic advertising for Netflix. Just about everyone has seen those little ‘1 month free for friends and family’ cards Netflix gives out to subscribers. These cards make it simple and productive for current subscribers to encourage signups among their social circles. Once these new signups experience the convenience of Netflix firsthand, they’re more likely to stay with the company long-term.

Netflix has built success by anticipating customer needs, understanding what drives customer demand, and capitalizing on industry opportunity. As you settle into your chair tonight for a marathon of your favorite show, keep these marketing techniques in mind and see what lessons you can apply to your own business. If you’re ready to begin a new marketing campaign, contact us today for assistance.