Social media marketing is one of the fastest growing areas of advertising, along with mobile marketing (and the two are not mutually exclusive), and some companies have jumped into the social media waters with insufficient information or professional advice and found the results just a little tepid.  If you’re using Facebook, Twitter, and similar sites and the response is less than you’d hoped, you may need to take a look at some of the cold, hard facts that often point back to the marketer.  Keep in mind that developing a successful social media presence takes time – you have to acquire followers and get the word out – but if you’ve been in the water for awhile with few nibbles, you may need to reexamine what you might be doing wrong.

Needing to stay adaptive to the ever-evolving world of social media marketing is a must.  The sheer amount of information that is out there on the web is overwhelming, and if you’re going to stand out in the crowd you have to stay on top of trends and remain relevant.  That takes work, and it takes being aware of what’s happening in the social media world.  Since most marketers don’t have the expertise for that, this is one area where an SEO firm experienced in social media marketing can be beneficial.

Here are some of the mistakes that many business owners who work social media on their own (or even with the aid of an internet marketing pro who may not have social media experience) make:

• Boring content.  Readers only have so much time, and there is a lot of competition for their attention, so if your content is blah or irrelevant, they’ll pass and move on to another marketer that’s more in tune with their needs and interests.
• You only get one chance to make a good first impression – don’t blow it.  You need to grab potential “friends” with the first few words or you’ve lost them.  And you won’t get a lot of chances - those potential followers won’t be back.  Not only that, they may let others know not to waste their time.  The last thing you need is a thumbs-down.  It’s worse than no likes at all.
• Lack of visual appeal. Most online users are drawn to the overall appearance of what they see on the screen.  If they don’t like what something looks like, they will move on.  Appropriate graphics and well-planned use of attractive photos and images can reinforce a positive overall feel to your social media page.  And don’t clutter – too many photos, charts, and images can be just as damaging as none.
• Plug-ins that don’t work.  If your main site lacks a Facebook or Twitter plug-in or it doesn’t work properly, you could be losing a vast source of potential consumers.  One click to make it easy for your reader to share you with friends is vital.
• Too many links to click through.  “Click here” is the name of the game for most users, and while it can facilitate moving your reader through to an appropriate destintation, too many of them will cause a visitor to say, “Enough already” and abandon ship.  Short and simple and as few clicks as possible to bring them to where you want them to land is the best policy.
• Vague messages.  Okay, they’ve arrived at your Facebook page, what do they do next?  If you haven’t got a good, clear call to action, you may have plenty of readers and followers but no results.  You can’t blame that on Facebook; you have to direct traffic and let your visitor know what to do next.

If you have questions about how social media can work for you – or if you’re disappointed in your marketing efforts so far and need a second opinion – give us a call.  We’re no strangers to the world of social media marketing.

I am here tell you that the “let’s wait and see what happens” attitude does not work for advertising in today’s information age.  If you were a quarterback, would you simply throw the ball into the air and hope that someone on your team caught it?  I realize that the passive approach to advertising is still out there, and that many marketers put out their efforts without a real clue as to who their target audiences are and what will reach them.  Shotgun approaches with the hope that one or two shots will hit a target are not effective.  And in the ever-growing information explosion we live in, marketing efforts need to be finely-tuned and deliberately developed to be cost- and outcome-effective.

One of the best ways to jump in there and get immediate feedback?  Using social media.  Unlike TV ads – which you may not get any feedback on for months – response to your social media posts can be almost instantaneous.  And if a change in your approach is needed, it can be done that quickly as well.  That kind of market sensitivity simply isn’t possible with traditional marketing methods such as TV and print.

It’s estimated that over a billion users are online offering their “likes” and “dislikes” constantly, sharing content with their friends and posting reviews.  Now obviously your potential market is not that entire group, but I would venture to guess that a large portion of your customers (and potential customers) are part of this trend.  When you establish an active social media presence on sites such as Twitter, Facebook, and others, you have the opportunity of real-time feedback from those who view your content.  This gives you the opportunity to adapt your efforts to the interests, attitudes, and usage patterns of your viewers.  Your marketing efforts will resemble an arrow more than a shotgun.  And with the right strategy, those arrows can hit the target.

Are your marketing efforts working?  With social media you no longer need to guess.  Social media can be an effective component of a well-designed online marketing plan. 

Your company has joined the social media movement and you’ve gained valuable followers. Congratulations!  The first step has been taken, but the work hasn’t ended there. The below tips will help you keep your followers and continue to gain more.

1. Content Flow: When readers are kept engaged, they’re more likely to continue coming back. If you post on a regular basis, there will always be something new to read and share.
2. However, posting too often can cause problems. If someone is drowning in too many posts, they’re more likely to unfollow the stream. The fundamental lesson in this is to maintain a healthy balance. A consistent, balanced frequency will keep interest, while at the same time avoiding overload.
3. Keep it Interesting:   Targeted blog posts, videos, or pictures will help capture the audience’s attention and insure continued readership. Without unique, thought-provoking or entertaining content, people lose reason to continue following a brand’s account.
4. Take Care:   Although wit and edginess draw and keep attention, it still needs to stay in the audience’s comfort zone. While posting something inappropriate on a personal account is embarrassing, posting the same sort of thing on a professional account can lead to disaster. A simple exercise of common sense will avoid a loss of followers and keep a brand in good standing with their customers.
5. Keep the Conversation Going:  Interaction with followers will maintain-long term interest because relationships are built. That back and forth will open the door to smoother problem resolution. That will lead to positive feedback in the long run. When people know you care about them, they’re more likely to spread the word and in turn strengthen the company as a whole.
6. Share and Share Alike:   Everything you do will have an effect on future events. Social media is a big part of that idea. By sharing another’s relevant content through retweets or Facebook shares, you show that you understand the workings and ideals behind the forum in question. This willingness to share what other people have to say will also encourage followers to share what you have to say.

The world of social media marketing doesn’t have to be mystifying.  We can help you succeed in your online marketing efforts.  Give us a call today. 

You’ve committed to maintaining an active presence on Facebook, but does it really matter in terms of your sales?  HubSpot states that 93% of adult internet users interact on Facebook, but only 1% of them make frequent clicks to company web pages. Facebook ads or the forum’s layout are usually blamed. In reality, the brand itself is in charge.

Here are ten ways to improve the numbers.

1. Keep Going
   Offer newsletters, blog subscriptions and download freebies to keep new fans keep coming back. Test different methods to see what works best.
2. Quality Posts
   Content needs to remain short, eye catching and relevant. Most people will lose interest in dry, lengthy text.
3. Keep Material Fresh
   When people find the same thing they saw on their last visit, they’re less likely to return. Update on a regular basis to avoid this problem.
4. Clear Course of Action
   Offers and new promotions should be in a prominent place, with clear instructions. Keep Facebook’s guidelines about advertisement in mind, though.
5. Consistent Branding
   By keeping branding logos in the same style as the web page, a company will add credibility to its marketing.
6. Minimize Clicks
   When someone clicks on a link, they want to see where it leads right away, without going on a clicking spree. Companies are more likely to get more web site views by keeping the path there short.
7. Viewers Identity
   Looking at fans’ likes, posts and demographic information can offer information on what kinds of content they’re most likely to respond to.
8. Abandon Preconceptions
   Preconceived ideas can hold marketers back, but using Facebook tools can help them move forward. They can determine new demographics and marketing methods.
9. Utilize Plugins
   “Like” buttons and boxes make it easy for customers to view updates, and comments make it easy to share content. Recommendations bring customers to different sites based on existing interests.
10. Broaden Metrics
    By using a wider point of view on who customers are, companies can better utilize the tools offered by Facebook.

By dedicating the same effort to Facebook marketing as to other promotional efforts, brands will be able to increase their conversion rates.  At Essential Services, Inc. we can help you with your mix of online efforts, or get you started if you haven’t gotten on board yet. 

The fact that one billion people have a Facebook account is impressive. However, economists are asking themselves how many of those users generate income for the site by clicking on the ads.

Although Facebook is an easy forum through which to connect people, its goal is making enough money to satisfy investors and support itself. Mark Zuckerberg knows this and has begun to implement other strategies to bring in revenue. He’s started by making Facebook Gifts available to users. This program allows people to send gifts to their friends through their accounts.

 Shopping for gifts may be easier and more consumers will be linked to the e-commerce marketplace, but the real question is, how many people will actually use the service?

Although ads are still a great way to get exposure, more people turn to friends and family for ideas about what to buy. Increasingly, people use various social media outlets to keep in touch, which is why it is such a valuable tool to encourage word of mouth. Many companies are taking advantage of this fact, but some methods work better than others.

Give them something to talk about:  Asking questions, making free offers and hosting online events enable companies to provide consumers a reason to chat about them. When one person’s attention is grabbed, they’ll share what interested them with others.

• Turn ads into conversation starters:  Instead of advertising the product outright, engage potential customers by piquing their interest with a question or starting a conversation. As communication continues, more people become aware of what started it, and the word of mouth cycle begins.
• Unique content to share:  Videos and pictures are sometimes easier to obsorb than text, though a witty quip can make an impact as well. When people are amused, they’re more likely to what got them interested with  friends both on the internet and off.
• Heartfelt customer relations:  Customers are people, just like workers and company owners are. Personal, genuine responses reinforces an individual’s sense of value, and can make them more willing to share their positive experiences.
• Deal with issues honestly:  Even the best intentioned people make mistakes. Companies are no exception to this rule. It’s always better to acknowledge the error and gracefully smooth ruffled feathers instead of marginalizing the customer base by ignoring the problem. When issues are addressed promptly and honestly, a company shows that it cares about its customers and is willing to admit when it went wrong.
• Keep the conversation going:  The key to word of mouth is the personal relationship. That can’t flourish when there is no communication. Once an event ends, pay attention to feedback from clients and respond as organically as possible. There is always more benefit than not in maintaining contact with interested parties.

 Once positive word of mouth starts rolling, it’s only going to continue, if marketers use these tips and their common sense.