InstaStrategy: How to Thrive on the ‘New’ Instagram

What a year it’s been for Instagram! The fast-growing social platform is implementing numerous changes to celebrate its sixth year. People tend to resist change, so it’s no wonder that some of these changes have been met with consternation.

 

The Dreaded Algorithm: We all knew this moment was coming but dreaded its arrival nonetheless. When the social app announced that users’ feeds would be controlled by an algorithm, the internet exploded. My feed was flooded with posts urging me to turn on notifications from everyone or I would never see their posts again. (I hope you didn’t post one of these pleas, but if you did, please spare us when the algorithm actually goes into effect, which will be soon.)

This change should be good for both users and brands alike. I don’t think we’ll see the drastic drop in organic reach like we did on Facebook, and Instagram users are more likely to engage with posts. Make sure that you go for quality content over quantity, which is a reminder we all need from time to time (myself included).

Your devoted fans will still seek out your posts, and appropriate hashtags will continue to help bring in new traffic. Remind fans of your presence on your marketing communications and other platforms, and use data to better target your audience.

Instagram’s New Insights: A new (free) in-app analytics dashboard is on its way! While you have been able to view analytics through a third party platform, such as Iconosquare, Instagram is finally debuting an in-house dashboard to help businesses gain a better understanding of their audiences.

Dig into the data to discover the best times to post and to learn more about your audience. Where are your audience members located? What type of content do they engage with the most? Does a certain type of content extend your reach while another draws more engagement (or website visits)? You can use this information to help shape your future content and strategy while also deciding whether to promote a hot post.

Instagram Embraces Brands: In addition to Insights, the social app is rolling out Business Profiles and promoted posts after previously opening up advertising to all brands and introducing video Carousel ads.

Take advantage of the Business Profile, once available, so you can make it easier for customers to contact (and locate) you while gaining access to Insights and promoted posts. Observe how the algorithm affects your posts once it’s implemented. It may be beneficial to promote a post from time to time, such as a special offer or contest.

Instagram’s New Look: Don’t sweat it. Whether you’re a fan of the new look or not, the updated layout will better showcase your photos and videos. Just make sure to update the branding anywhere you may use it, such as marketing materials, your website or blog.

While 2016 is the year of change for Instagram, it’s still the popular social platform that we know and love. Take a deep breath and see how the algorithm affects you before panicking (or asking your community to turn on notifications). Many of these changes should help brands who are dedicated to growing and building long-term relationships with their Instagram communities.

InstaFeedback

Are you on Instagram? Leave your handle in the comments, so we can connect!

What’s your favorite (and least favorite) Instagram change?

Where does Instagram fall in your preferred list of social media platforms?

Instalik(ing) these changes,
Jaime

Let’s chat (about Instagram, your marketing needs or otherwise):
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50 Things I’m Grateful For… Summer 2016 Edition

The days are getting longer, baseball’s back and it’s time for the annual listing of 50 things I’m grateful for. This tradition started back in 2012 and is a post that I look forward to all year.

I’d love for you to add your list to the comments or share your blog post with us, so we can read and share everyone’s lists.

50 Things I’m Grateful For… Summer 2016 Edition

 

  • crushed red pepper
  • Gnome, Penelope & Mojo (CCC’s hard-working staff!)
  • home sweet home
  • chiropractors
  • a sunny afternoon
  • espresso (fueling CCC since 2012)
  • newspapers and journalists
  • vegetarian enfrijoladas
  • awesome clients (who pay promptly)
  • Netflix
  • touchscreen laptops
  • WiFi
  • the power of social media (when used for social good)
  • patios on summer days
  • Grease

 

 

  • laughter and conversation
  • travel, business or pleasure
  • quality design
  • daydreaming
  • handwritten cards and notes
  • adult coloring books
  • my nephew
  • CCC’s online community
  • getting lost in a good book
  • a platform to publish
  • furry friends
  • unplugging
  • fun socks
  • friends & family
  • a night at the ballpark

 

That’s my list on May 24, 2016! What are you grateful for today?

Usually smiling & always grateful,
Jaime

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Get the Party Started: 5 Ways to Revamp Your Blogging Techniques

CCC is excited to welcome guest contributor, Katrina Manning! You can learn more about Katrina at the end of her article. 

When it comes to marketing your business, one of your most critical tools is blogging. For starters, it gives you an effective way to communicate with your customers. Secondly, it can help boost the SEO of your website. Yet, is your blog still having trouble getting noticed? There isn’t any question that blogs have a lot of competition. In order to get people to read your blog, you need to make it easy to find, produce high-quality and relevant content and have a design aesthetic that appeals to the contemporary viewer.

Revamp your blogging techniques to invite more readers to the party!
Revamp your blogging techniques to invite more readers to the party!

Here are five tips for revamping your blogging techniques:

Keep your content original and interesting

It should be common sense to understand that people only want to read articles that are original and interesting. Yet, you may be surprised to see that there are thousands of blogs with copied and illogical articles that cause most viewers to shake their heads and never return to those spammy sites again. When it comes to revamping your blogging techniques, you might want to take inventory of your current article cache. Do they provide relevant and informative content? Are they original? If not, it may be time to do some housekeeping. You don’t want search engines to pass over your blog. Use keyword searches to look for fresh ideas, or offer a different angle on a popular topic. Just make sure you are not writing the same types of articles found on almost every other blog within your niche.

 

Put mobile first

In 2015, Google announced that more searches were performed on mobile devices than on computers in 10 countries. In fact, U.S. web designers always advise building sites that are mobile-first, then creating desktop versions. Smartphone screens are getting larger, and tablets continue to increase in popularity. Many users enjoy the card-style layouts, made trendy by Pinterest. This might be something to consider with regard to revamping the overall look of your blog.

 

Think of video

When it comes to external communication strategies, brands are increasingly focusing on video and — the buzzword for 2016 — virtual reality. Although video is helping to strengthen messages many brands are trying to convey, content isn’t going anywhere any time soon. Think of the stories that videos tell, different formats and even videos with no sound. If you can successfully integrate video with content and perhaps start dabbling in virtual reality, you’ll have something superior on your hands.

 

Work on your social media profiles

One of the most cost-efficient methods of advertising is through social media. With that being said, you should make sure you cross-link your accounts on Facebook, Twitter, Instagram and LinkedIn with your blog. In addition, you need a voice of your brand to promote your blog posts throughout your social media platforms. Do this on a consistent basis to get the word out and drive more traffic.

 

Connect with readers

One thing that readers will value is a personal connection. Other than your content, there isn’t anything to keep your readers coming back to your blog. On the other hand, if they have an outlet to share their thoughts and get the sense that a response will be made, they might be more inclined to revisit. Compare this to your personal Facebook page. When you post about something you like, do you not go back to see if any of your friends liked or commented on your post? When one of your readers has the opportunity to comment on your articles, they may come back to see if you’ve responded or if anyone else has responded.

On top of that, you can create an email list of willing subscribers by placing an optional subscription link on your blog. You can make it non-optional, but people don’t like to feel they were forced into doing things. If you make it optional, you have a higher likelihood that the people who signed up will be more receptive to your messages. When you email your subscribers with your updates, you can use your real voice to give it a more personal touch. You can be a subject matter expert and still appeal to the human trait of desiring companionship. People don’t want to feel like a number, they want to feel important.

As markets and personal preferences change, so should your blog. Performing a revamp every several years isn’t just good for you, it’s also good for business.

Katrina Manning is a web writer and editor with over six years of experience penning content for a wide variety of sites and publications, such as Yahoo! Small Business Advisor, IBM, The Purple Cow Agency blog, Sweet Lemon Magazine, Udemy, Business 2 Community, Personal Finance Hub, The Iowa City Owl, Newsiosity and Seven12 Magazine. 

4 Lessons Learned in 4 Years as an Entrepreneur

On Sunday, my company, Clearly Conveyed Communications, celebrated its 4th anniversary. Along with some gray hairs and a sense of accomplishment, I’ve learned numerous lessons along the way.

CCC turns 4!

4 Lessons I’ve Learned in 4 Years as an Entrepreneur:

Starting and growing a business is a thrilling roller coaster ride. If you love roller coasters (like I do), you’re probably thinking that sounds great. Keep in mind though that you’re riding 24/7, and there are no stops — for bad days, client disasters or even life (which doesn’t stop while you’re trying to start a business). If you like consistency and scheduled days, then don’t start a business. The most even-keeled entrepreneur has experienced many “What the f%#k am I doing?” moments.

I’ve developed a new definition — and appreciation — of living lean. Most entrepreneurs and startups are not raking in venture capital money and operating on million dollar budgets. They’re trying to build something for the future and scrape by in the present. You have to scrimp, save, shop smartly and still make hard choices. There’s nothing romantic about trying to figure out how you’ll pay your mortgage (or rent) next month, but you have to find a way until you can grow.

You’re not doing business until you get paid. Looking for new business, maintaining your professional network and taking care of clients is all part of owning a business, but it’s important to not focus too much on activity. You’re not doing business until you can bill and collect payment. Otherwise, you’re doing charity work, which is commendable, but it won’t pay your mortgage.

Your time is valuable; learn to spend it well. Every entrepreneur and startup owner needs more hours in a day, so you’ll learn to value your time quickly. You have to balance how much time something will take versus the (realistic) potential reward. Every opportunity or client won’t be a good fit. As painful as it can be to walk away, wasting time on a situation that you know won’t work is even worse. Use your time wisely so that you’ll be able to spend quality time with friends and family, sleep and exercise — all necessities in the long run.

No matter what happens, remember this:

Starting and growing a business is an amazing accomplishment. You took a huge risk to create your own future and build something for yourself. It may be hard for people around you to understand what you’re doing, let alone why, but you have to keep your goal in mind. Always remember why you started your business and what you want out of it. That will help you keep going during those “What the f%#k am I doing?” moments, although close friends, hobbies and happy hour will help too.

There are so many lessons I could have mentioned, because starting a business will teach you something new every day. Some days you won’t be in the mood to learn, but try to pick up as much as you can. The experience will come in handy in the future, wherever your crazy, amazing roller coaster ride stops.

What lessons have you learned as an entrepreneur or small business owner?

Did starting a business create an unexpected opportunity for you?

Feeling the rush,
Jaime

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What’s in the Power of a (Re)Brand? Everything

Rebranding is all over the news these days as brands deal with changing audiences, shifting priorities and, in some cases, dramatically altered landscapes. I was reading a story in Kent State Magazine about my alma mater’s rebranding, when a quote caught my eye.

“A brand articulates our aspirations and elevates us to where we want to be — a distinguished and thriving research university, full of remarkable scholars, students and staff.” -Kent State President Beverly Warren

The first part of President Warren’s quote nails what a brand is, but there’s also a second part to the equation. A brand’s customers, or target audiences, have to buy in to those aspirations. Brands live in the real world, not a vacuum. If your customers (or potential new customers) don’t buy what you’re selling, so to speak, your aspirations and where you want to be don’t mean much.

Let’s look at two high profile examples. Budweiser tried to boost its summer sales by temporarily renaming its beer, America. That’s right, the popular beer manufacturer ditched its memorable ad campaigns and iconic Clydesdales to put our country’s name on its label for the summer. Who’s up for an ice cold America?

Budweiser becomes America temporarily.
Image courtesy of Fast Company Design

While this odd move probably won’t hurt the company’s sales (summer is beer-drinking season), it’s been met by mockery online and seen as an attention grab by the press. Even worse, it’s brought the company’s Belgium ownership into the conversation, which is not something that a brand marketed on patriotism and American ideals wants to discuss.

Budweiser, err America, isn’t the only well-known brand to freshen up its look lately. Instagram felt its logo was outdated, so the company unveiled its new, modern look this week. While the previous logo represented a camera, the fast-growing social platform “wanted to create a look that would represent the community’s full range of expression — past, present, and future.” (Read more on the rebrand here.)

More on branding: The True Power of Brand // Branding Is A Feeling, Not A Noun

That makes sense. Why hasn’t the Instagram community (and world) embraced it? The company is right that most people (outside of professional photographers) don’t use stand-alone cameras to take the pictures they post on its platform today, and you can now post videos too. But Instagram is still a visually-inspired platform, which is what the camera icon represented to so many people.

Instagram unveils its new logo
Image courtesy of Adweek

Sometimes brands are so focused on short term sales or attention, they forget the essence of who they are or why consumers love them. As KSU President Warren notes, “Our brand is not a tagline, logo or glitzy website. Rather, it is what people think and feel when they hear the name “Kent State.” It is about the big idea. In essence, it is about defining and sharing the heart of Kent State.”

I’m proud that my alma mater has handled its rebranding process so well and that brands everywhere, from beer manufacturers to social platforms, could learn a thing or two from a university where I learned so much.

A Lesson on (Re)Branding

What do you think about Budweiser’s temporary name change or Instagram’s new look?

What other brand has handled the rebranding process well?

What brand needs to rebrand?

A proud KSU alumna (and fan of great branding everywhere),
Jaime

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4 Tips to Communicate Clearly With Emojis

When emojis burst onto the scene, people rejoiced. These colorful characters were fun and broke through language and cultural barriers. In 2015, the Oxford Dictionaries cemented their place in our language by selecting an emoji — the Face with Tears of Joy — as the Word of the Year. Predictions of a future with little to no text were widespread, and businesses (who hadn’t already) started using this popular form of communication. Sounds perfect, right?

Are you communicating clearly with emoji or being misunderstood?
Over Coffee by Drew Herron via CC BY-NC-SA 2.0 // text & graphics added by author

Not quite. As a recent study discovered, emojis can be misinterpreted just like other form of communication. The first problem is that the same emoji can display differently on different platforms (Apple, Samsung, Google, etc.). In addition, two people can look at the exact same emoji displayed identically and interpret it differently.

Should your brand stay away from all things emoji? No, but you need to exercise caution like you do with any form of communication.

These four tips can leave you smiling with tears of joy instead of face-palming:

  • Plan Ahead: Are you thinking of utilizing emojis in an upcoming campaign? Do some research. View how your selected emojis display on different platforms and look into any popular alternative interpretations to the meaning you’re intending. It’s a lot easier to change your campaign than deal with a PR gaffe.
  • Be Careful Using Emoji that Display Differently: Maybe you have a dire need to use the grinning face with smiling eyes emoji, but be careful. This is one of the emojis that displays differently across platforms and can cause confusion and unintended responses. Try to stick with more universally displaying and understood emojis if possible. 👍

Same Emoji + Different Smartphone Platform = Different Emotion
Graphic courtesy of grouplens

  • Remember Your Brand Voice: Emojis are a part of your brand’s voice, so be consistent when you’re using them. The face with tears of joy emoji wouldn’t work well for a conservative brand or industry. Take your audience into consideration too; they may not use emojis or have any interest in them.
  • Don’t Forget About Hashtags: Trending and popular emoji hashtags, such as #WorldEmojiDay or #emoji can boost your posts and tweets. Remember to check out any hashtags first before jumping in. They could be about something completely unrelated to what you’re thinking, making it inappropriate to participate. Emojis are available as hashtags on Instagram, so use them accordingly to increase your reach.

Warning: Appropriate Hashtag Usage on Instagram Will Result in Major Traffic Increase

 

Emojis can help you break through the information overload and connect with your target audiences — if they use and understand the colorful characters. As with any communication, a little foresight, planning and common sense will help you communicate your message clearly and not get lost in translation.

Does Your Brand Speak Emoji?

What are your favorite emojis? What emojis would you like to see introduced?

Does your brand utilize emojis in its communications? Have you ever had an emoji miscommunication?

Speaking emoji (when appropriate),
Jaime

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Are Company Blogs (As We Know Them) Nearing Their End?

At the end of last year, a local icon in our community closed its doors. While it’s the end of an era, it’s not the end of West Point Market. The legendary gourmet specialty food store is reinventing itself to thrive against increased competition by reopening a smaller flagship store and eventually opening satellite stores in suburbs surrounding Akron.

Blogging by Carla Arena via CC BY-NC 2.0
Are centralized company blogs moving to a multitude of satellite locations? (Image courtesy of Carla Arena: http://bit.ly/2h3GzIx)

What’s that have to do with blogging you ask?

The future of blogging is starting to take shape, and we’re questioning whether it will revolve around centralized blogs at all.

First, LinkedIn opened its publishing platform to everyone. Earlier this year, Facebook expanded its Instant Articles program to all publishers. If Twitter ever decides to abolish its 140-character limit, its own publishing platform will be quick to follow. Of course, we also have SlideShare, Periscope, SnapChat and so on.

What do all of the previously mentioned platforms have in common? You publish content directly on them instead of sharing articles or links from other locations, like your company blog.

Of course, the company blog has become popular due to several factors, including:

  • drawing regular traffic to your company’s website
  • improving your site’s SEO with fresh, organic content
  • hosting your thoughts on owned real estate, not rented
  • positioning members of your company as thought leaders in your industry

We’re not pushing for the end of the company blog; it just seems inevitable at some point. Or will companies keep blogs on their websites but reduce the number of posts or switch to more of a micro-blogging format (i.e. short videos, pictures, fewer words)?

As we move further into an era of satellite publishing, how will you adapt? Hire more content writers? Kill the company blog and divvy up platforms between contributors? Ask your employees to shoulder more of the load?

The future of blogging is closer than it appears. Will centralized company blogs still exist?

Looking forward to your thoughts,
Jaime

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Customer Experience: Starbucks Shows How It’s Done

Loyal readers of this blog know that I’m an espresso lover and Starbucks fan. Despite being a longtime, loyal customer, I do run into problems with the coffee behemoth once in awhile, like you will with any brand. What matters most is how your favorite brands resolve these occasional issues.

Starbucks logo on coffee sleeve
The famous twin-tailed mermaid, or Siren, makes me smile.

Earlier this week, I decided to run to my local Starbucks to grab lunch. In the midst of a chaotic day, I ordered a deli sandwich via Mobile Order & Pay in the Starbucks app. Upon arriving, I learned that the sandwich I had ordered was sold out.

The barista apologized and let me know what other sandwiches the store had and reminded me of the newly available (in our area) Bistro Boxes. I decided on another sandwich that I had been debating on ordering anyway, and my revised order was quickly filled.

The same barista, who took control of my situation, didn’t charge me the additional cost of my new order and promptly gave me two $4 coupons for future use. The best part was that I was still in and out of the store in 3-4 minutes so I stayed on schedule.

The substituted sandwich was delicious and paired nicely with my second latte of the day I brewed when I was back in my office (with Starbucks coffee, of course). Instead of leaving the Starbucks store peeved and empty-handed, the barista made sure that I walked away with a positive experience despite the hiccup.

How do your favorite brands handle the occasional hiccup?

Always drinking (or thinking about) espresso,
Jaime

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How To Turn Small Talk Into Big Opportunities

Does the thought of small talk make your blood pressure rise? Whether it’s from annoyance or fear, this is a common reaction. However, mastering the art of polite conversation about unimportant or uncontroversial matters (as defined by Oxford Dictionaries) is an important part of succeeding in the business world.

The author enjoying small talk at a conference.
Small talk can lead to big opportunities if you smile and play your cards right.

How can you turn small talk into big opportunities?

  • Pay Attention to Your Surroundings: Does your company’s CEO have memorabilia from a baseball team in his office? He’s probably a fan. When you share an elevator ride with him, that’s a good topic to bring up. Note what your co-workers display in their work areas; these items are usually important to them and make excellent conversation starters.
  • Listen: We’ve talked before about the importance of listening, but we can’t stress its benefits enough. Be present in a conversation. Don’t spend the time someone else is talking forming your response; listen to what she’s saying. It could be interesting, it could be useful and it could even lead to an opportunity. Perhaps Sally in accounting or a fellow business professional at an event has a connection to a job opportunity you’re eyeing or with a company you’d like to bring on as a customer.
  • Have a Conversation, Don’t Pitch: You’re heading out after a long day, and the CEO happens to be heading out at the same time. Be friendly, say hello and put your aforementioned knowledge of his favorite baseball team to use. Don’t spring your great idea on him as he’s heading to the parking lot. Use chance meetings or opportunities to say hello and build rapport. You’re more likely to be given a platform for your ideas if the right people know who you are and what value you bring to the company. Aggressively cornering them at the Holiday party isn’t the right way to make that happen.
  • Help Others First: Influential people, online or in real life, are used to being asked for favors by people they don’t even know. Be different: offer to help people in your network when you can. Be genuine, show interest and care about other people. Don’t offer to help someone only to expect something in return, or only offer assistance to those in a position to help you. We live in a global, mobile world today, so you never know when you’ll need someone’s help later on — like Sally in accounting.

Related reading: How to turn small talk into smart conversation

Start viewing small talk as an opportunity to get to know others around you instead of a waste of time, and you may be surprised at the results. Remember to pay attention to your surroundings, listen, be conversational and help others first. Your efforts will pay off in the long run in business and in life.

What small talk tips would you add?

Do you enjoy networking events?

A converted networker,
Jaime

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The Dark Side of Social: How to Respond When Things Go Wrong

At CCC, we’re big believers in the power of social media and the value that it can provide to your brand. However, you need to understand the darker side of social so you’re prepared for anything that could go wrong or reflect your brand in a negative light.

Velvet Heart Promoted Tweet
Velvet Heart was trying to promote its new arrivals for spring, not trend with a mass shooting.

Recently I was on Twitter and noticed the name of a nearby town trending (regionally). I clicked on the link to see why it was trending and discovered a mass shooting had occurred at a retirement village. (My thoughts and prayers are with this community during this difficult time.)

While scrolling through the feed, I saw a promoted tweet advertising a retailer’s new spring arrivals. I was included in the audience targeted in this campaign, so the tweet showed up in my feed — no matter what I was viewing at the time. The advertiser had no say where its targeted audience members saw its tweet. (For more on Promoted Tweets, click here.)

Last week, I saw a news story about a guy who blew his lower leg off while shooting a lawn mower packed with explosives. As usual, an ad played prior to the video on the news site where I watched it. AT&T didn’t ask for its ad to play prior to a graphic video, but that’s when I saw the ad and its brand.

“A brand can’t control the message in the way it once did but it can still have influence.” –Jeff Barrett, CEO, Status Creative

These examples both point to why some brands and companies are so afraid of getting social — loss of control. On social media, it’s impossible to control every aspect of the message about your brand.

I’m not trying to discourage you from joining the conversation — just the opposite, in fact. If you’re a part of the conversation, you can help guide its direction and speak directly to your online community.

What if I hadn’t known that advertisers don’t control where Promoted Tweets show up? A user may have tweeted the advertiser expressing her dissatisfaction that the company would try to profit off a tragedy. That’s why you need to be aware of all the possibilities before jumping into something like Promoted Tweets. You can respond to say that you only chose to promote a tweet to a targeted audience, and did not use a trending hashtag or phrase inappropriately. If you’re not active on a social platform where a discussion breaks out about your brand, you can’t help set the record straight.

“While you can’t control the conversation,  you can participate and give fans a firsthand account of what’s going on at your company.”

Don’t worry about controlling every aspect of the conversation about your brand. Be prepared and know what you’re doing before jumping into social media in general, or a specific area, such as Facebook advertising or Promoted Tweets. Have a plan, but be prepared to adjust it as necessary.

Social media may not be easy for brands, but it’s worth it. Getting social can start a conversation that takes your business to new heights!

Are you struggling with your social media strategy, goals or execution? Let’s talk. We’d love to help you join the conversation and shine the spotlight on your brand.

Getting social (day or night),
Jaime

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