Guilford Merchant’s Association Digital Marketing Institute series titled “Top 5 Strategies To Outsmart Facebook’s Algorithm”
Want to put a Call To Action Button (CTA) on an organic Facebook post? Well, you can. Until yesterday I didn’t think this was possible. Thanks to my colleague Bryan at 10X Interactive, we learned how to to this using Business Manager. Facebook’s Business Manager constantly adds new things all the time.
You can put a button on a link post, carousel post, photo/video post, or just a simple status update!
When you are in Business.Facebook.com, you will want look at the left side drop down menu(scroll down to the section that says “Engage Customers” and create your post with a button.
You will create it as an ad, but you can then publish it to your page without spending any money on it!
Maybe this is a Facebook Ad Secret. Maybe this is a Facebook Loophole. Maybe this is a Facebook trick.
Who cares. These tips and tricks are incredible fun to learn about!
Want to learn more Facebook Tips and Tricks for small business? Need help setting up your Facebook Business Account?
Develop a crystal clear 20/20 vision for your social media with the L.E.N.S. Method during our webinar.
On Tuesday, March 17th at 15:00 EDT, JVI Mobile Marketing is hosting an exclusive live webinar for small businesses.
Here’s what you’ll learn when you register for just $27.00…
What Social Networks Should I Even Be On?
Many small business owners don’t even know what networks to post to, how to use them, or if they are even relevant to their industry and customers.
When Should I Be Posting?
The best times/days to post (Here’s a hint: other things are more important).
How To Tap Into An Endless Supply Of Great Content
Don’t ever get stuck wondering how you are going to come up with content again! We will show you some great places to find amazing, relevant content to post and how to schedule it all!
How To Save Time With Automation
One of our clients saves nearly 20 hours per week by delegating a task and automating it using a really neat software tool.
What Should I Be Posting About? (The Million Dollar Formula)
You will learn that you not only have been posting the wrong things too often but what to post about instead that will drive your engagement through the roof!
How To Create Eye-Catching Images… Without Photoshop
Learn about the simple tool we use to create compelling, eye-catching images in any size for any platform in just a few minutes!
There are only 100 spots for this webinar, so they are guaranteed to fill up quickly. Make sure you sign up today and arrive on time so you can lock in your spot for this extremely valuable webinar!
Who’s Hosting This Webinar?
Jay Vics is a “Serial Entrepreneur”. Sometimes a new idea will wake him up at midnight and until he draws out the steps necessary to bring it to life on paper, he cannot fall back to sleep.
He has worked in the fields of web development, sales and marketing, and business development for his 20-year career.
Additionally, Jay has landed coverage in print and broadcast outlets around the world, including USA Today, Fox, CBS, NBS, ABC, and more.
He is married and is the proud dad of his daughter and also “dog father” of two amazing pups. He enjoys the occasional escape from small-town living to visit some city life.
He’s looking forward to teaching you everything you need to know about social media on March 17th at 3:00 EDT. See you at the webinar!
Social media marketing sounds easy to plenty of new entrepreneurs, yet they must perceive the contrast between individual online networking use and expert utilization.
Consider it like this: on the off chance that you bake a batch of cookies to serve your family, at that point that is something you can oversee without anyone else. Yet, in the event that you anticipate serving 1,000 cookies to peers over the course of a three-day business conference, at that point that is an altogether more complex issue!
Everything gets more complicated when you move from personal to professional, and the outcomes matter more, as well.
All of a sudden, you aren’t simply posting on your Facebook when you feel like it. Nor would you be able to enjoy occasional the reply and like. Instead, you’re actively trying to drive business goals and represent your brand in a likable way.
The emotional contrast between the two approaches finds numerous entrepreneurs off-guard. To help them out, here are eight secrets the masters utilize with regards to online networking marketing — and that numerous small businesses miss.
Write Down a Policy and Style Guide
Ask them to tell you what the business’s social media policy is, and you’re just as likely to get dozens of different answers. In fact, most employees may look you back blankly in the face.
A social media policy guides the brand voice as well as the decisions a business makes when posting. So, if you were trying to pick between two image types, the social media marketing policy could help you decide on the one that aligns better with your social goals.
Set policies for employee social media use, too. Make sure they know they represent the company! Let them know what sorts of offenses could get them in hot water, including posting extreme political opinions or offensive takes.
Creating a social media style guide can similarly help make posting easier, especially if more than one employee handles the duties. Align everything in your policy and style guide so that your social media accounts can support both your brand and your marketing goals.
Target Your Content and Conversations Towards Personas
Some small businesses get HUGE social media followings …of people who would rarely buy anything from them.
There is a big gap between mass engagement and targeted engagement.
You want your posts to speak to a highly targeted audience based on the traits of your best customers. For instance, if you pitch your services to existing IT departments, don’t be shy about using jargon. Stay current on any discussion, too, so that your ideas don’t seem dated.
But if you want to offer managed IT services to regular businesses, they may not know a CAT cable from a cat collar. Feel free to post basic how-tos, and try to keep terminology approachable.
Decide upon the segments you want to speak to in order to raise your chances of success. Imagine traits of a single person in this segment, including their typical job role, the things they value most, and broad aspects of their personality. This is your “persona” for an idealized version of a target audience group.
You can even name them! That way, before you decide on a post to share or an image to use, you can ask something like: “Would Sarah the retired optometrist care about this post?”
Strategize, Set Goals, And Ditch Vanity Metrics
Always set goals for your social media usage. It should serve a concrete purpose that ultimately benefits your business.
Common social media marketing goals include:
- Raising website visits
- Generating leads through job quotes
- Helping introduce new products to people
- Getting more participants for events, contests, and things like webinars
- Upselling existing customers
- Reminding prior customers to return again
- Promoting a specific brand value, especially through philanthropy
No matter what your goals are, ensure they actually help your business get more money or improve its brand.
For instance, having a certain number of “likes” or shares from a post promoting your content should not be a goal. These are vanity metrics. Instead, you should monitor the number of actual visits to the content on your website. Ideally, you will also have targets for the percentage of people converted from social to content to signup for your related offer.
Carry on Actual Conversations and Engage
Don’t just post into the void or post things you, personally, want to read.
Everything you post should be targeted towards the personas you have created and tied towards business goals.
You want your audiences to feel like your brand is carrying on a conversation rather than just talking at them.
Respond to certain positive comments or interesting ideas. Try to see if you can get the full perspective from people who have something negative to say. Make each response feel personal, not canned.
Give your audience opportunities to take center stage. Post a question for them, like “what are your favorite ways to save money?” Ask them if they would like to see more of certain content types, or less of certain post types.
Also, make your social media use broader than just posting on your own page. Use social listening tools to monitor brand mentions and jump in on messages when you think it’s worthy of a conversation. Find other business pages, and engage with them like you would want others to engage with you.
As Andrew Kucheriavy of web development company Intechnic writes, “make [sure] your interactions are meaningful! Networking is about adding value to a relationship.”
Make Time for Off-Schedule Posting
Many business owners go ahead and queue up an entire month’s worth of content in advance.
This is great! Having a schedule makes the social experience more consistent and professional for your audience.
But you shouldn’t be shackled to this schedule.
New articles and ideas will pop up on your radar all the time. Maybe something interesting happened in your industry this week. Maybe you just snapped a great photo of your team at the office.
Give yourself the chance to actually share content during opportunities like these rather than hoarding it all until next month. If you set aside, say, an hour each week to make time for unscheduled postings, then you can flesh out your existing content and make your page feel more organic.
Just remember to stick to your policy, goals, and buyer persona (avatar) guides. Also, proofread twice! Want a really awesome way to create, schedule and automate your social media marketing? Try our free tool, MySoPro today!
Promote Content Posts to Put Them in Front of Targeted Audiences
Start experimenting with promoting certain posts and using custom audience building features. Platforms like LinkedIn and Facebook even offer the ability to target specific companies or hyper-local areas.
If you put just a small budget behind a few key posts a month, then you can quickly multiply the number of people who see your messages. You also generate valuable data based on who does and doesn’t interact when they see certain posts.
Don’t Assume Social Media Marketing Is Easy to Do Yourself
There’s a reason “social media manager” is a full-time job at most big companies. Even for small businesses, managing it all and doing it right can be tough.
On top of that, you may not have the time to dig into your data or revisit your strategies and guiding documents.
So seek out help. Share the burden with others who are qualified and whose judgement you trust.
As Social Media Week observes: “Long gone are the days when you could rely on an intern to manage your business’s social media accounts. Either hire an in-house expert or outsource to a social media management firm.”
Crawl Before You Walk, Walk Before You Run
Similarly, as with anything in business, don’t take on more than you could possibly deal with. Stick to one or two social networks at first. Otherwise, your pages could feel like soulless cookie-cutter copies or, worse, ghost towns with nary an update in months.
Be that as it may, if you stay focused on your goals and your principles, at that point you can begin little to discover progressive achievement. Just once you get the hang of it should you begin to scale out and accomplish more.
What’s Your Local Score?
Enter any business name and zip code and see how optimized it is for local search.
Take a look at your business. What is it that determines whether you stay afloat or go under? Is it the same thing that motivates you to do better every day? To phrase it simply, what is it that drives your entire operation? The answer is simple and quite obvious: customers.
Every auto repair and auto body shop owner out there will tell you the same thing: getting customers is not easy. Obviously, that isn’t something you want to hear when starting your own auto repair business.
Unfortunately for many of these auto repair and body shop owners, the importance of digital marketing strategies, especially in a world where the internet exists, is either lost on them or entirely unacknowledged. Fortunately for you, however, you are about to learn the three essential auto repair shop marketing strategies and how they can help you gain more customers no matter how big or small your business is.
1. Reputation Management
What is it?
When a customer searches for your business online, the results will include every bit of information that Google considers relevant to the search(SEO). This includes websites with positive and negative reviews about your company, forum posts, articles, and blog posts.
Reputation management, or online reputation management(ORM), is what businesses do to control what their customers see first when they search for their company online. The most efficient way to achieve this is by boosting the positive search results so that they are ranked higher than the negative results, giving the company lots of good publicity.
In as much as reputation management revolves around publicizing good news about your company, it is also about learning how to respond to criticism swiftly and appropriately.
How it will help your business
So how will reputation management help you gain more customers?
a) By giving your business an online presence – some of the key components to online management such as keeping your websites updated (or creating one for those who haven’t), posting articles and media, and publishing to your social media pages can make your business an authoritative presence online. This means new customers will find it easier to trust you.
b) By making your business easier to find – very few people go past the first page of the search results. If your company has established a good online presence, Google will rank it higher on the first page and make it a lot easier to find.
Reputation management allows you to present the most relevant or accurate information about your business first, giving you the chance to put your best foot forward and become more visible on the internet. Neat, isn’t it?
2. SMS Marketing
What is it?
Short Message Service (SMS) marketing is a permission-based marketing technique that businesses use to distribute promotional messages to their customers. This strategy requires your customers to opt into an automated texting service, usually by sending a text to a predetermined shortcode. Customers who opt in receive a confirmation message alongside instructions on how to opt out of the service.
The scale of your operations will determine whether you will need SMS marketing software for this strategy. However, it is a lot less labor-intensive to automate the process.
How it will help your business
SMS marketing plays a massive role in many business’ marketing campaigns for one particular reason: it is a fantastic close range marketing tactic. When it comes to increasing customer loyalty and growing your database, it is a very potent marketing technique.
Its efficiency can be attributed to the fact that consumers prefer SMS marketing to push-notifications and the more traditional email marketing. In fact, Forbes estimates that 64% of consumers (https://www.forbes.com/sites/kernlewis/2014/10/06/sms-marketing-start-with-service-and-add-promotion-carefully/#34477deb6908) would much rather get promotional messages through SMS.
Why is this, you ask?
Because many of these consumers feel that text messages:
· Are more likely to grab their attention sooner (98% of SMS messages are opened and read within the first 3 minutes);
· Are easier to read and respond to;
· Make it easier to communicate with businesses like yours, and most importantly;
· Do not make them feel like their identity and personal data is at risk of being exposed.
A general rule of thumb to be observed when implementing this tactic is that the platform should primarily be used to serve your customers and not to promote your business.
What does this mean?
Simply put, you should use the SMS communication channel to relay information such as appointments, service reminders, and important events. Promoting your business using SMS marketing, while still allowed, should be done with tact. The last thing you want is your customers to feel pestered or annoyed by incessant text messages about discounted auto servicing rates. A general rule of thumb is to keep the total number of messages to less than 5 per month.
Keep it short and straightforward, and most importantly, keep it relevant.
3. Promotional Marketing
What is it?
This kind of marketing involves the use of promotional tools such as contests, raffles, and sweepstakes to create awareness about a brand/company and to attract customers. This tactic is usually deployed with one primary goal in mind: to create a buzz.
How it will help your business
Promotional marketing can help your business in the following ways:
a) Creating awareness about your company – everybody loves to win, which is why promotions get a lot of attention from consumers. You don’t have to bend over backward to get your customers interested either; a prize as simple as free service or repairs for a specified period is enough to get everyone in a competitive mood. The more competition there is, the bigger the buzz generated.
b) Providing a platform to conduct market research – Contests and promotions are also crucial for market research. You can use them as a platform to carry out short but useful surveys on your existing customer base. For example, a series of brief questions on the participants’ registration forms can give you crucial insight into your clients’ driving habits, their preferred type of engine oil, and various other pertinent things that you can use to better your services or to promote your products.
If organizing promotional events sounds too hectic for you, worry not. Online contest management software such as the one offered here (https://www.jvimobile.com) not only lessens the load for you, it also encourages your customers to share the contest on social media by rewarding them with more entries for every person that enters the contest through their recommendation.
Remember, you don’t have to go over your budget when organizing contests, sweepstakes, and other promotional tools. A single prize is usually enough to attract several participants. However, if you can afford it, there is no harm in offering multiple prizes, especially when you’re promoting a new product.
Thus far, here is what we have learned:
· Reputation management is all about making your business more authoritative and easier to find online;
· If you can help it, don’t bother with email marketing or push-notifications; SMS marketing is the way to go, and last but not least;
· Promotional marketing is a double-edged sword that can be very useful when used correctly.
Now that you’re armed with three vital digital marketing strategies, you’re probably wondering how to implement all of them at once. To be honest, it can be quite a task to juggle the three strategies on your own, especially if you run a small business.
Can it be done?
Fortunately, the answer to that question is a resounding YES! Thanks to the innovative and easy to use software that you can find here, you can take care of your company’s reputation management, SMS marketing, and promotional marketing needs in an easy and highly efficient manner.