We are really honoured to have a guest blog from our favourite marketing lady Kelly Long, Director of Kelly Loves Marketing.
Kelly would like to share with you;
“Traditional or Social Media Marketing
The battle of social media vs traditional marketing”
When I started in marketing social media did not exist. I remember thinking what is thisFacebookstuff? Social Media? Here we go another buzz word to add to the list. But now (and my husband will tell you) I spend my life absorbed in social media, I’m pretty much on every platform going. Some I like more than others. I’m not a huge fan of Facebookfrom a personal level but from a business page point of view I think it’s still a great tool.Twittermy favourite and quickly followed byPinterest, as sad as it maybe these are the first things I check when I wake up and the last things I check whilst hiding under my duvet before my husband catches me sneaking that last little peak. I’m obsessed by increasing myKlout score. Currently my score is 62, so I’m in the top 10% of social media users.
I think due to my marketing roots of traditional offline marketing as a freelance marketing consultant I like to offer a mix of traditional and social media marketing. It’s this combination that I adore and find really exciting. In the digital age we too often forget about our previous marketing methods. If there was a battle of social media vs traditional marketing, I don’t think there would be a clear winner. From my experience finding a balance and integrating both traditional and social media works best to achieve maximum exposure and increase your opportunities.
Traditional Marketing vs Social Media Marketing
I highly recommend using both social media and traditional marketing tactics like print advertising, sending direct mail and attending networking events, are still all essential.
However, for most, social media marketing is now a critical component of an effective marketing strategy. In fact, I believe that social media marketing works best when combined with other marketing activities, especially email marketing.
Today’s show we covered social media groups and how they can help you build an online community which will help with the growth of your social media reach and presence.
We first discussed the importance of growing a community online and how these people will build a know like and trust with you and be your advocates of your product, service and brands.
To build your online community it’s all about making sure you connect with new people and invite them to become part of your group and contribute valuable content to the rest of your community. Connect with your target audience and key centres’ of influence and engage and invite them to join.
Once you establish that know like and trust it’s then that people will then introduce more people to your community as they are finding it so valuable. It’s all about really nurturing that community with good quality tips, news, content and engagement to keep them involved and recommending you.
You need to set out the rules and terms of your group from the outset as the last thing you want to happen is to really nurture and build a fantastic online community where you have many fans and then a new member bombards your community with spam or irrelevant content that could then turn your nurtured community away. It’s important they know about your groups etiquette and the rules.
We suggest you think about certain days of the week and month that you have promotional days in your group so it’s structured. Your group will then know what to expect. It also gives them the opportunity to get in front of your network when suggested.
Remember groups and communities are about building rapport and a know like and trust. They are just like a networking event. They are not for selling, spamming and irrelevant content. Groups are for building a trusted network and community within your target audience which eventually once you have established that know like and trust they will then do business with you and recommend you to their friends, family and colleagues.
Listen to this weeks show for more tips and strategies on Social Media Groups!
Leave any questions or comments below! We would love to hear your feedback.
Wow what an amazing show today! We had so much interaction and engagement from our listeners and so honoured that so many of you were listening in!
Today’s show was all about “Getting the most from your LinkedIn Profile” We shared a five point plan with you all for you to start using to maximise the most from your profile.
The Five Step Plan
1. Update your LinkedIn status – when you first log in to your LinkedIn profile you will be taken to your homepage on LinkedIn. This is where you can scroll through and see what other people have shared. The importance of updating your LinkedIn status is that it builds your presence and people who are currently on line at that time will see your update. This will warm them up and remind them about you! It will build your presence and awareness with your connections and network.
Question from Paul Spa Find– Can you schedule posts to LinkedIn – Yes you can Paul you can use Hootsuite which can schedule posts to both your LinkedIn profile, company page and groups. Please note when posting to groups do not spam add value.
2. Check to see “who viewed your profile” – At the top of your LinkedIn page there are heading menus. Click on profile, and. The drop down menu will display the “who viewed your profile” option.
You can see the last five to six people who have looked at your profile. Are any of these people potentially good clients, connections or collaborations? Send them a message and say “Hi I noticed you viewed my profile, is there anything I can help you with”. These people are potentially a warm lead as they have looked to see what you do and know more about you by viewing you profile.
3. Do you have any messages or invitations?
Check your LinkedIn inbox for any private messages that could be enquiries or leads. Make sure that when you read your messages you either delete the spam and archive the messages you wish to keep. This will keep you inbox tidy and organised.
With the invitations accept people that satisfy your network rules. By this I mean which people would you like to connect with and who can add value to your business. Remember networking is about meeting new people and building business relationships. Don’t ignore people you don’t know, ask yourself the question; will this person add value to my business, could I potentially do business with them or collaboration, do they speak to my target market?
4.Add new connections
When you have been along to networking events, meetings and seminars and you have met new people we end up coming away with a handbag or pocket full of business cards.
I recommend using the following apps to build your network on LinkedIn more easily. Use cardmunch on the iPhone and camcard/card reader on the android. These useful apps scan in the business cards to your phone, but what’s great about them that LinkedIn support them and they enable you to then send an invitation to that contact automatically! This will really help you build your connections and network on LinkedIn as nine times out of ten we just put our collected business cards in the top drawer of our desk!
5. Check the groups you are a member of and participate or contribute to them. Please note though do not spam with selling messages, add value and information to the group to build your influence and presence.
You can listen again here! Lots of questions answered, people mentioned and events shared!
Thank you to our International listener @peaksmedia from Australia!
LinkedIn Profile Setup, Optimisation and Training– We can sit with you or work with you remotely to get your LinkedIn Profile fully setup and optimised. We will also go through how you could effectively use this platform specifically for your business and industry.
If you would like more information on this training then please email@example.com
What a fantastic show today! We had a studio full of guests from 7 years old to video and photo experts!
We loved the atmosphere, ideas and conversation on the show today and hope that it provided you with some really good tips and ideas for your Social Media engagement!
If you missed the show you can listen again here.
We started the show off by explaining that Social Media engagement is all about grabbing the attention of your community on your social media profiles and getting them to engage with your posts, news and information. We explain how this can really help increase your Facebook reach.
The more people that engage with your post the more people that see and share your post.
It’s important to think about content that your audience would like to see and can relate to. You might think about the types of TV programmes they watch, the radio show they may listen to or the magazines they are reading. Although this may be completely different to your industry topic, if you get them engaged with one post and the Facebook Algorithm Edgerank notes that, it will then be more favourable with your following posts on Facebook.
Our guests on today’s show Gareth Powell from Play Mountain Media and Ray Hill from Maidstone Media shared their views on how photo and video can help with your engagement levels. They shared their views on viral videos, and how photos can really help getting in front of more people.
We also had our #RadioDude Mac (my little Nephew!) As it was half term I thought I would bring him a long for some work experience! At only 7 years old he was getting involved in the conversation and sharing tips on YouTube subscribers! Was brilliant to hear him interacting with our conversation at such a young age, and to be honest to see how much of the younger generation do actually know about these online platforms.
On the show I mentioned a tool called Post Planner that shows you the trending ways of presenting content on your social media sites. It also helps with the trending topics and articles that are also being shared too! Post Planner has a trial period you can try the tool.
Think about your engagement on your social media profiles. Are you providing the information, topics that your audience wish to hear about? If you are this will help increase your engagement levels which will result in the Facebook Reach you are looking for.
Guest Speaker Bio’s
Gareth from Play Mountain
Gareth J Powell – Play Mountain Video Media Production
In order for your social media activities to be successful you need to make sure you are targeting the right audience and building a targeted community.
What is a targeted audience and community – The people who are interested in your subject, product and service. An audience who you can a build know like and trust with.
Many people build an audience of people who are not targeted and interested in what they are talking about, and this is why people find social media not working. They do this just to build their numbers on their followings.
Buying likes, followers and Google + circles is going the wrong way in building your audience. It’s not all about the numbers. It’s about the quality of the people following you. If you build a community of targeted followers they will notice your messages, share your content and tell people about you.
The first step you should take before even considering what social media platforms you are going to use is to think about who your target audience are.
Once you know who they are, you can then go and find them on the social media platforms and engage with them.
If you do not carry out this task then you may be interacting on a social media platform where your target audience are not hanging out!
Firstly you need to brainstorm who your target audience are? Think about their age, gender, location, what their interests are, TV programmes they watch, and radio they listen too. Also think about the key people in the industry they are already listening to and following.
Facebook graph search now helps you find the interests and likes of your target audience. I recommend you look at this when considering building your audience on Facebook. I will explain Facebook graph search in a future blog post.
After breaking down your target audience its then that you can go on the social media platforms such as Facebook, Twitter, LinkedIn, Google + etc. and see whether your target audience are engaging and active on there.
You can also research to see if you competitors are actively engaging and building an audience on the platforms as well. This will give you a good indicator as to whether it’s worth you spending the time and resources to post and work on that particular social media platform.
Once you have then established that your target audience are on those social media platforms its then that you can set up your company pages and start posting engaging posts, information and news.
Make sure you join in on conversations with your audience, build that know like and trust factor with them. Nurture your community and share your best content. If you share your best content your audience will share with their followers and audience which will increase your reach and company brand.
On today’s radio show we discussed Facebook Reach and the ways you can increase your reach organically.
There have been many news stories lately from well-known sources saying that the Facebook Algorithm Edgerank has been tweaked which will affect our Facebook reach.
Since November 2013 sources have been saying there has been a drop in the organic reach due to the tweak.
Facebook Reach is the amount of people who saw your post or page on Facebook.
There are two different types:
Post reach is the amount of people who saw your posted post.
Page reach is the amount of people who have seen your page or brand name over a given period of time. This could be over a day, week or month.
We then discussed post reach in more detail, and I explained the three subcategories of post reach;
Organic reach – this is the reach we get for free from Facebook, the amount of people who saw our posts without us paying!
Viral reach – this is the reach we achieved from people creating stories from our posts. For example if I posted a post which featured my latest blog post and a fan liked and commented on that post, that would then create a story which that fans friends and connections would see. It would say something like “Andrea liked and commented on ZC Social Media post”. I think this holds a lot of credibility as people tend to listen and follow their friends then randomly liking or sharing any post, but if it has come from a friend they are more than likely to look into it or share as well as it’s like a recommendation.
Paid reach – We can pay for promoted posts and advertising to boost the reach of our posts. Under each post on your Facebook business page, if you are an administrator of that page you can see the total reach of that post. If you hover over that total reach it will break down the reach sections.
The objective is to get as much organic and viral reach as you possibly can.
As small, medium or even large business’s we all have a marketing budget, and may not have budgeted for Facebook Advertising / Promoted Posts.
May I suggest Facebook is just one of your tools to use in your marketing mix, it shouldn’t be the sole marketing tool.
In the second half of the show we shared some ways you can organically increase your reach. Here are a few of them!
Post when your fans are online
To get the maximum exposure and increase your post reach check when your fans of your Facebook business page are online. You can do this by the following steps:
Go to your Facebook business page admin panel
Then click on See Insights
Click on Posts
And then click on “When your fans are online”
This will then give you a break down of when your fans are online, what day and times.
Start posting your content out more on the days when the majority of your fans are online.
Make sure you post good content!
As part of your Social Media Strategy you should have a content strategy plan in place. This is where you think about your content and what your audience are looking for.
Don’t just presume that the content you are posting is what your audience would like to hear! Use graph search to find out your page fans interests, what books they like to read, tv shows they watch, books they read and get them engaged with your content by being one of them!
By getting you fans engaged with your content means they will share, like and comment helping you with your organic and viral reach.
Use other platforms to share your content
Share your Facebook posts onto Twitter, LinkedIn via your email marketing to drive more people to your Facebook page to engage with your posts. Again this is going to help build the reach and the sharing options. We always tweet our posts, as you never know who may be following you on twitter who may well want to join your community on Facebook!
Many more ways were shared on the show! Listen again below!
We would like to thank our listener Richard Murray from Canterbury Communicators for calling into the show today and sharing his views and questions on Facebook Reach. Thank you.
Also thank you to all our listeners who were tweeting, FB messaging, on Google + and LinkedIn! If you are listening again! Let us know your feedback by using the #ZCSocialMedia
An influencer is someone that a target audience looks to for the latest news, updates and opinions within their industry. An influencer would be a key leader within their topic and have a lot of credibility.
I am going to share what I feel are the three most important steps to become an online influencer.
In order to build your online presence and influence you need to make sure that you are posting/updating your status on your social media profiles on a regular basis.
The more you post and are present, the more people will start to recognise your name and brand and have the opportunity to share your content.
As long as you are NOT broadcasting and constantly spamming people with promotional links, people will share your valuable content and information on a regular basis. This will increase your reach and build your online presence with a wider audience.
Remember only 20% of posts should be promotional, the other 80% should be valuable content and information.
What should you post?
Have conversations – Talk about trending topics, share opinions, engage in twitter chats, and reply to questions. Show your audience you are a real person behind your social media profiles and that you are not just a one way communication channel.
Articles – Share the latest news and updates within your industry. Share your own blog posts and trends to show you are keeping up with the news, and show it’s come from you first before anyone else.
Tips – Share the top ten tips, top ten facts, top ten statistics over a two week period across your social media profiles.
Promotion – Promote your events, offers, promotions and direct people to your website.
Building a community on your social media profiles is vital. Without your community no one would see, share, and listen to your messages.
One of your initial social media goals should be building your online community. Build your twitter followers, Facebook likes and group members, Google + circles and LinkedIn connections. Make sure you are growing your community strategically and building a following within your target market.
By building a following within your target market your social media messages will be more effective and shared.
Once you have built your online community you need to make sure you nurture that community and establish a “know like and trust”.
Once you have updated your social media profiles, and built your online community it is important that you then engage.
Make sure you reply to your target audience if they ask you a question, discuss a topic with them and show your knowledge and expertise by contributing to forums and groups.
Connect with the key centres of influence who your target audience may already be following, and build rapport by sharing and engaging with them. Eventually they will share your content!
Engagement is the key to success when building your online influence, as without engagement you will look like a broadcaster.
Do you have free time when you get up early in the morning or last thing at night? Is this the time you post on your social media profiles?
If you are posting on your social media profiles at that time of day, is this going to get you the optimal response for your social media postings?
If you are posting late at night your following may already be offline. We may presume that it is a good time to post, but actually it could be completely wrong.
Posting at the wrong time could result to our posts not being seen. Our efforts and the time that has been allocated to our posts have been wasted. Unless the post really satisfies Facebook Algorithm and receives a lot of engagement and reach, which therefore it may remain on the time feed longer for people to see the next day.
When I first started on social media I did the above, I posted when I had time. Until I realised I wasn’t getting the engagement or reach I really wanted for my posts.
I researched some tools which could help me with this challenge and I am now using the following tools to get the maximum from my social media activities.
Tweriod is a twitter tool that tells you when your followers are most active online.
Tweriod will look at your followers on twitter and present you with a table of analysis of the best times to tweet. I.e.: Weekends at 4-5pm
The power of knowing when your followers are online is that you can post or schedule your tweets to go out at this time by using social media automation tools like Hootsuite and Buffer. This will give you more of a change to get in front of your followers which will then lead to more traffic to your website, more RT’s and more engagement.
Facebook Insights provide the administrators of a Facebook business page analytics and metrics about the content they are posting to their page.
Within your Facebook insights there is a section called “Posts”, and a section called “When your fans are online”. As the section title suggests it tells you when your fans are online!
This gives you the opportunity to schedule posts to Facebook at that particular time in order for more people to see your posts.
You can now schedule posts from your Facebook business page by using the clock icon underneath your update status box.
I do not recommend that you use third party applications to schedule to Facebook. Facebook does not like third party applications and this can have a negative effect towards the Facebook Algorithm reducing your chance on your post being seen.
Timing + helps you decide on the best time to post on Google +. It looks at your past posts and the impact you had, and then suggests the times you may consider for future postings.
Timing + will give you a day ranking which shows you the best days to post, and also an hour ranking too!
Go on over and have a look! It even shows you your top posts on Google +. A very clever tool.
I would recommend you look at these tools at least once a month, make note of any changes in the times and alter accordingly.
Monitor your response, engagement levels and results to see if posting at the right time has more of a positive effect.
Happy Posting Everyone!
We would love to hear how posting at the right time has helped you! Post your comments below!