Archive for the ‘Social Media’ Category

How Social Media is Changing Advertising and PR

Wednesday, November 21st, 2018

(excerpted from 21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure)

In the “old days,” there was advertising and there was PR. Advertising was paid communication that we created about ourselves. PR was communication that we earned through creating relationships and clever pitches to the media gatekeepers who would then share information about us on our behalf. Social media represents a new communication option that has had, and will continue to have, a marked impact on both advertising and PR. (more…)

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Leveraging Big Benefits From Micro-Influencers

Tuesday, September 11th, 2018

Marketing is key to not only getting the word out about your products and services but also for convincing potential consumers that your offerings provide the best quality, best value, are the trendiest, etc. Influencers can be a huge benefit in this respect. Influencers are individuals or organizations that have the ability to influence the beliefs, attitudes and actions of others. An influencer might be a popular professional athlete who touts the efficacy of a particular shoe, supplement or clothing brand. Or it could be a celebrity who shows up on the red carpet wearing a particular fashion brand—one that carries your label.

These are examples of large-scale influencers. Small businesses typically don’t have access to such individuals unless by pure good fortune. But in an article for Forbes, Dinah Wisenberg Brin writes that some businesses have found success using “micro-influencers” to achieve similar effects, albeit on a smaller scale. (more…)

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Social Media Shifts Hold Both Challenges and Opportunities for Marketers

Wednesday, August 15th, 2018

Not so long ago, social media was the wave of the future in online activity. Sites like Facebook and LinkedIn revolutionized how we connect with one another; and apps like Twitter, Instagram and Snapchat altered how an entire generation communicates online. These applications aren’t likely to go anywhere soon, but the landscape has changed drastically in recent years, and social media giants like Facebook and Twitter have been slammed over concerns of privacy, data sharing and online trolling.

Let’s take a look at some of the recent developments and the potential for user impact—whether for personal or professional purposes. (more…)

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Should You Be Adding Messaging Apps to Your Marketing Mix?

Tuesday, November 21st, 2017

For the last several years, companies have become increasingly aware of the importance of social media in their marketing efforts. For many business owners and marketers, social media marketing largely supplanted directed marketing using traditional mail or email. Interestingly, the trend may be coming full circle as many marketers are now looking at using direct messaging apps in conjunction with their other social media marketing.

In an article for Entrepreneur, Alfred Lua discusses the growing popularity of messaging apps, advocates for incorporating these apps into online marketing mixes and looks at strategies to maximize their effectiveness. We’ve picked out a couple of his tips that might be most useful for small businesses. (more…)

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5 Critical Elements of Successfully Managing Your Online Presence

Tuesday, October 17th, 2017

When businesses think of branding and marketing, they often think in terms of the company as a whole. This is certainly important; however, personal branding can also be a big boon to your company. For sole proprietors and professional organizations (doctors, lawyers, accountants, consultants, etc.), showing off the personal expertise of the owners or management team is a great way to promote the company as a whole. Even larger organizations can benefit from showing the personal side of key executives—or touting their credentials to help boost business. (more…)

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The Proof is in the Metrics: If You’re Using the Right Ones!

Thursday, September 7th, 2017

marketing analyticsToday, virtually every business has a webpage, sometimes multiple pages. Not to mention social media accounts. But, while getting your name and your brand online is a crucial first step for raising awareness and preference for what you have to offer, it’s just one piece of the marketing puzzle. To be truly effective, you need to develop a process and method of tracking how effective your online marketing actually is. (more…)

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Being (Appropriately) Social Online: The Etiquette of Social Media Engagement

Tuesday, August 1st, 2017

As the name suggests, social media is often a very informal means of conveying information. It’s familiar, colloquial and often has a personal touch – it’s social. So, when you’re using social media to support your business’ marketing needs, how should you behave? What’s the appropriate etiquette?

Generally, we advise clients to use the same communication principles and considerations when online as when interacting with people in any traditional setting. (more…)

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Social Media Metrics: Are You Focused on the Right Data?

Tuesday, July 25th, 2017

pen, magnifying glass and the working paper with a diagram

The modern marketing strategy just isn’t complete if it doesn’t include a social media element. As we’ve discussed in a previous blog post, tools like Google Analytics are great for tracking your social media activity and its impacts on your business. While we encourage social media marketers to read that blog and the background information linked within, it’s also important to discuss some of the misconceptions many businesses have about all the social media data they are collecting. Some might focus on information that isn’t particularly helpful, while others might be disregarding, or missing entirely, key metrics. (more…)

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Some Do’s and Don’ts For Successful Social Media Marketing

Tuesday, July 11th, 2017

It’s no secret that social media is an important part of the modern marketing mix. According to a 2016 Statista survey, 81 percent of survey respondents said they had integrated social media into their traditional marketing mix. But doing social media marketing and doing it well are two very different things. Here we offer some basic do’s and don’ts for beginners and even seasoned social media marketers. (more…)

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Social Media: Not Just For Sales; Another Area of Big Value

Thursday, June 29th, 2017

Social media is a powerful marketing tool for any business. Business and marketing professionals are particularly drawn to the extensive reach of social media and its potential for driving droves of new customers through their virtual doors. However—and this may surprise you—social media marketers shouldn’t be focused exclusively on bringing in new business.

A recent article on the American Marketing Association (AMA) website by Lawrence Crosby looked at the effectiveness of social media marketing on another important measure of marketing success— (more…)

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