Thursday, December 27, 2018
5 Social Media Marketing Tips from Experts to Prepare You for 2019
Social media is an active channel for companies to build their brand, establish thought leadership, and interact with their community. Since we are a couple of weeks away from 2019, almost every marketer will be busy planning for their next year's social media strategy.
1. Perform Content Analysis
Before coming to the strategic and tactical part of your social media plan, evaluate the performance of your content for the current year as this will allow you to set the tone for the next year.
Go through the analytics/insights section of your social media profiles to see the effectiveness of your content. Understand what type of content resonates with your different personas. While doing so, you will also come to know the ideal time and day to post different types of content.
Paul Herrera, Co-Founder and COO of Maven recommends the following 3-step framework:
- Perform content analysis to understand the preference of your audience.
- Find out the platforms where your ideal buyers spend their most time on.
- Get inspired by your competitors by looking at what worked for them in the past.
2. Set the Right Goals
If you are running your marketing plans through guesswork, you are doing it wrong. Modern marketing is data-driven where you can virtually measure the impact of every single activity. Despite this, many marketers commit the dire mistake of not setting up any goals and measuring anything. In such cases, you’d find marketers saying, “Well, we stopped doing social media because it didn't work us."
To avoid this, start by setting the right goals and metrics, choosing the right audience, and using it as a foundation to create your strategy.
While addressing the social media mistakes to avoid, Neel Sinha, Founder, MyLnk, says, "To get success in social media, marketing strategy should have well-defined goals, the target audience must be identified, tactics to be employed should be implemented, the right amount of time should be invested, and proficient workforce should be employed to perform the tasks."
3. Embrace Omnichannel in 2019
One of the issues that has contributed to a dip in customer engagement in recent years is treating each marketing medium in isolation. This leads to different communication strategies and messaging for different channels, in the end confusing the audience. To indeed ace customer engagement in 2019, marketers must approach marketing as a whole rather than siloing it.
Jitesh Banga, Product Marketing Strategy, Adeptia says, “A smoother symbiosis between all social channels can help propel new horizons and innovation. Enterprises can set up a unified interaction center, counteract many scale issues, and swiftly deal with silos that prevent teams from boosting business loyalty and improving social engagement.”
What Is Local SEO & Why Local Search Is Important
Local search engine optimization is a branch of SEO that focuses on optimizing a website to be found in local search results.
Local search encompasses all those nifty search terms that scream local, such as:
- lawyers near me
- doctors near me
- lawyers in [city name]
- doctors in [city name]
Basically, local SEO is a strategic process that focuses on emphasizing the optimization efforts of local brick-and-mortar businesses.
Content, on-page optimizations, and link building all with a focused, localized intent are part of these efforts.
The focus changes, however, when it comes to localizing link acquisition.
The focus changes to making sure all potential local signals across Google’s local search landscape are consistent and correct.
If they are not, or you accidentally provide different information for the same business, you could potentially experience situations where your local results display something different than what was intended.
10 Marketing Trends to Watch in 2019
It's difficult to predict which methods will connect with consumers most effectively in the ever-changing landscape of marketing. Just when marketers believe they understand their audience, a new technology, new behavior or even an entirely new audience alters everything.
That said, it’s practical to reflect on the past year’s patterns and pay attention to growing trends that will influence next year’s success. Here are 10 marketing trends you would be wise to keep your eye on going into 2019.
1. The marketing funnel is shifting.
The current marketing funnel accepts anyone, assessing them for profitability and rejecting them if they’re deemed unfit. As John Hall writes in Forbes: “Too many companies see customers as gatekeepers to wallets; meanwhile, customers feel ignored at best -- and insulted at worst -- when the journey ends.” Rather than opening up a marketing funnel that swallows whoever it can, businesses are starting to efficiently leverage content to target niche audiences.
Reaching out to people who are more likely to be interested in your brand is not only more cost-efficient; it’s also more sustainable and less time-consuming. Consumers do not want businesses to gloss over them; they seek legitimate trust and genuine relationships.
2. Content is everything.
In the current climate, content is everything. You already know that you need to entice your audience: inspire them, provoke their thoughts, excite them or appeal to their emotions.
The goal is not to simply put content in front of people and hope they respond to it, but rather to encourage them to share and engage with it. Content -- whether it’s an article on an outlet or a video on social media -- opens the door for two-way communication, which is crucial for building trust and letting customers know that you appreciate their business.
3. Chatbots aren’t going anywhere.
Customer service is essential, but not everyone feels comfortable talking to a real person on the phone or has the time to do it over email. That’s what makes chatbots so convenient. These are little AI helpers integrated into websites that can answer questions and fulfill requests quickly -- and many can accomplish this without sacrificing personality.
Grand View Research reports that the worldwide chatbot market will reach $1.25 billion by 2025, growing at an annual rate of 24.3 percent. Forty-five percent of end users actually prefer turning to chatbots for customer service, so if you have one, you can win the allegiance of people who enjoy interacting with these little programs.
4. AI continues to grow.
On a related note, artificial intelligence is growing in prominence. It makes data analysis more efficient, can target potential leads rapidly and can perform tasks that humans struggle with. Sometimes it takes the form of advanced machine learning, but even Netflix’s recommendation system that suggests new TV shows to watch is technically AI.
AI can also monitor consumers’ online patterns and help you understand their behavior in real time, though there are legitimate concerns about whether this is ethical or not. Even if you decide not to take advantage of AI in this way, however, it’s smart to pay attention to how consumers react to it and whether your competitors use it.
5. People are cautious about security.
Every company should ensure that its security is thorough. Even if customers do not notice it, they deserve the utmost respect when it comes to their privacy, data and financial details. Not every company promises this, though -- and customers are starting to notice. With the General Data Protection Regulation (GDPR) taking effect in Europe this year, consumers are beginning to pay more attention to how businesses handle their information.
Talk about your security with customers. What makes it better than others? In an economy where people are rightfully cautious about hacks, leaks and theft, they will favor establishments that can promise them the safest business experience.
3 Tips to Create a LinkedIn Marketing Strategy
LinkedIn isn’t only good for building resumes and applying for jobs. It can also grow businesses, further reach, drive organic traffic and generate leads. With more than 562 million users, the world’s largest professional network has the ability to take your business to the next level.
The platform continues to build onto its functionality as one of the most powerful networking tools available. Whether it’s including the ability to record and send voice messages or adding translations for several different languages, LinkedIn only continues to improve and grow businesses.
If you’re ready to create a marketing strategy using LinkedIn, here are three tips to get you started.
Saturday, December 8, 2018
4 Ways AI Will Revolutionize the Marketing Industry
Artificial intelligence (AI) technology is here — and it’s long overdue. The technology is rapidly gaining traction and becoming a prominent force within several industries.
Transformation 1: Machine Learning.
Artificial intelligence technology is becoming increasingly accessible to the average consumer, allowing them to better understand and engage with multimedia content.
Machine learning technology is at the core of this revolution. Vendors such as Amazon Web services (AWS) have developed machine learning tools empowered by artificial intelligence that easily within the grasp of any organization.
Digital advertising agencies, for instance, use the resource optimize the advertising budget across multiple touch points. The vendors even set up mock scenarios so that marketing executives can easily understand how to make the most of the technology
Transformation 2: The Leveraging of Big Data to Identify Equality Gaps.
In the context of artificial intelligence, important to understand how to provide digital access for all when it comes to fairness and inclusion.
As with previous technologies, artificial intelligence is becoming increasingly affordable. Analyst forecasts that the technology to analyze and evaluate large stores of information will soon be within the financial grasp of the average citizen and business owner.
In the meantime, individuals and enterprises must maintain control and security of their data. For instance, data owners can delineate what information they make available to the public and what information they keep private or in-house.
Furthermore, people and organizations can promote inclusion and fairness by supporting open source development across all phases of AI implementation. Additionally, the public must take advantage of free AI training to stay informed about and effectively leverage the technology.
6 Tips to Improve Your Social Media Presence in 2019
There are 335 million users on Twitter, 1 billion users on Instagram and a whopping 2.23 billion users on Facebook. A lot of people who could become your customers are hanging out on social media.
You may already have a social media account, but are you getting tons of new followers each month who are interacting on your platform? If not, you need to step up your social media game.
Whether it's on Facebook, Instagram, Twitter or LinkedIn, growing your social media presence is important to get your business in front of more consumers and make more sales. With some simple tips, you can turn your lonely social media accounts into popular communities bustling with activity.
Get ready for your popularity to explode next year. Here are six tips for improving your social media presence in 2019.
How to Improve Your Social Strategy Using Neuroscience
Social media is becoming an integral part of our daily lives. How can brands tap into neuroscience to improve their social media strategy?
Social media has reached a point to affect our communication, our mood, and our behavior.
More and more people are increasing the time that they spend on social media. It has now become part of our daily routines, especially through the use of our smartphones.
There are also several studies finding a link between increased social media usage and a negative impact to our health.
However, not everything is discouraging. And neuroscience can help us understand our behavior when accessing different social networks to improve our habits.
As we get more hooked into social media, brands are looking for the best ways to connect with us.
How can you stand out when the competition is constantly increasing?
Neuromarketing, or marketing with the help of neuroscience, can be the key to an effective social media marketing strategy in 2019. HeyHuman, a behavioral communications agency shared their findings during Social Media Week London.
They’ve talked about the power of neuroscience by analyzing participants’ behavior and how it relates to social media usage to draw some interesting insights around our social media habits.
If you want to improve your brand’s social media success, here are some useful tips to keep in mind around everyone’s online habits.
10 Influencer Marketing Trends to Keep Your Eye On
Influencer Marketing is a hybrid of old and new marketing tools. It takes the idea of the celebrity endorsement and reconfigures it to fit with today’s social media–driven world.
Unlike celebrities, influencers can come from any background or industry, and they can have varying amounts of followers. One thing they all have in common is that they’re social media figures who have gathered a defined audience around themselves. Their ability to influence others allows them to give a human voice to brands. Influencer marketing is less direct than traditional forms of marketing, but when done well, it creates an authentic way of connecting with customers.
And it’s growing by leaps and bounds every year. Influencer marketing is poised to reach between $5 billion and $10 billion by 2022. As more businesses begin to experiment with influencer marketing, it continues to evolve and adapt to the market. So, before you set out to build your next influencer campaign, here are 10 trends you need to keep your eye on.