How to Connect with Customers in the Age of Assistance

We’re living in the age of assistance. What does that mean for marketers?

Marketing tips in the age of assistance
Customers have more options than ever before today, thanks to technology. Therefore, each buyer’s journey is unique and customers are looking for valuable content to educate themselves before making a purchase.

“Focus on the user and all else will follow.”

Your marketing strategy needs to be focused on your customer or prospect. Where do they look for information? How do they like to shop? How do they like to interact with brands?

If people need help, they usually start with Google. (While the search giant reaches 93% of US consumers, note that your customer base or target audience may use Bing or another search engine. It’s important to know where your customers go.) We’re busy, distracted and always on the go, so people are searching on mobile, including reviews, for information to make decisions in the moment.

Consider this example… Jon is working at home when he hears water running. The problem is that he’s not running any water. After heading upstairs, he realizes that his toilet is overflowing. He lives in an older home, so there’s no shut-off for the toilet; he needs to turn off his water at the main shut-off. Quickly, he Googles shut off water main and finds a YouTube video showing him how to locate his main water valve and shut it off. Jon follows the directions and shuts off his water before suffering any damage. Who does he call to fix the toilet? The local plumbing company who provided the video, of course.

Note that this local company gave Jon the information he needed first. He didn’t have to dig through their website or sit through a sales pitch beforehand. Educating consumers before you ask for a purchase or deliver a call-to-action (CTA) drives business.

 

Meet People in the Moment

People are living in the moment today, so they rarely plan in advance. Jon probably should have known where his main water shut-off valve was, but he had recently moved in and hadn’t gotten around to finding it yet. He’s not alone.

Mobile searches for today, tomorrow or now are up 900%. Our phones are never out of reach, so it’s always convenient to find the information we need—in a traffic jam, at the doctor’s office or at your kid’s ballet recital.

How can you meet your customers or prospects in the moment?

Start where they start: Google yourself.

Google yourself, your category and your business. Do you like what you see?

 

Google yourself, your category and your business (in incognito mode, if you prefer). Do you like what you see? Are you providing valuable content to help your customers and prospects educate themselves and move along the buyer’s journey? Or are you only asking for the buy? Be a part of the conversation along the entire journey, so consumers can get to know your company and form an emotional connection with you. If you just show up at the end when consumers are ready to buy, they’re likely to go with another company who has been there all along the way.

While we’re on this subject, does your business have a Google My Business listing? If not, set one up. This free resource helps you connect with customers across Google Search and Maps, boosting your SEO efforts. Remember to include a phone number too. It allows people to quickly call you, which could be the difference between you getting an opportunity or your competitor.

While Google My Business is an important starting point, don’t stop there. Tracking how your customers first found you is important, but so is measuring every moment that matters to your business. Each buyer’s journey is unique today, so you need to track every interaction with your customer and map out their individual customer journey.

Your customer may have found your company through Google, but then she visited your website, read a few blog articles to learn more about a subject that interested her and connected with you on your Facebook Page. After those steps, she contacted you to discuss a project. If she hadn’t made all of those steps, she may not have ever contacted you to do business. That’s why it’s so important to measure every interaction or touch point with your customers, so you understand how they want to be communicated with and helped along their unique buyer’s journey.

 

Make an Emotional Connection

People are looking for more from brands and businesses today. They don’t want to just buy stuff; they want to support companies who have similar values to theirs and are good corporate citizens.

Tell your brand’s story: how you got started, why you’re in business and the faces behind the brand name. Talk about your charitable efforts and community involvement, so customers can see your values in action. They want to know where their hard-earned dollars are going and what kind of company they’re supporting. Tell your founder’s story and shine the spotlight on your employees with behind-the-scenes content, including how your product is made, a day in the life or following employees outside the office.

Creating an emotional connection with your audience is crucial to your marketing and sales efforts.

 

While customers want to get to know your business or brand, they also want to be entertained. Most people make decisions emotionally and then look for rational reasons to support their decisions—especially when we’re making so many decisions today in the moment.

So, your content needs to educate, entertain and connect with your customer on an emotional level. In fact, advertising campaigns are twice as likely to perform well if they contain emotional content instead of rational content. Buyers consuming your content want to feel a connection with your brand—not think about how your brand will help them.

In 2019, we average a 3-second attention span online, so you need to grab a viewer’s attention quickly. Create joy or surprise right away to keep viewers engaged with your content. Consumers get distracted every 10 minutes, on average, and take three minutes to refocus, so you’ll need to keep them engaged the entire time they’re consuming your content. If you lose them, they may jump to something else and never come back.

3 Key Principles in the Age of Assistance

  1. Be There—Connect with the right people during key moments of intent.
  2. Be Valuable—Give consumers the information they need where they are.
  3. Be Quick—Automatically act on intent. Consumers expect quick responses today!

As marketing professionals, how can you deliver on these three key principles?

  1. Know Your Audience—Go beyond demographics to target consumers effectively. Detailed buyer personas are important!
  2. Know Your Brand’s Story—Tell your story, so your audience can understand your values and connect with your business on an emotional level.
  3. Conceptualize the Space—Understand the marketing domains your customers are operating in so well that you know the best ways to connect and communicate with them in those areas.
  4. Self-Educate—Marketing knowledge is constantly updating today, so you need to always be learning.

Understanding your customers (beyond simple demographics) is so important today, because you need to meet them where they are when they need you. What data do you have on your customers (that you’re protecting)? How can you leverage that data to better serve them (not to sell to them)?

Knowing how your customers first heard of you is no longer enough. Go beyond the first click to measure every interaction or touch point with your buyer. It will change your understanding of how each customer wants to be communicated with and helped along the way.

Follow your customers across social media platforms (however they use them) to email and messaging services to brick and mortar locations. We’re living in the age of assistance where micro-moments and individual interactions matter for your business. How are you making the most of every single one?

Questions? Comments? Leave your feedback We’d love to hear your thoughts!

Are you struggling to connect with your customers in the age of assistance? Let’s discuss how we can help you with your marketing efforts!

Let’s connect,
Jaime

Social Media Summer Round-Up: New Features You Need To Know

Social media platforms are constantly evolving, so it’s important to keep up on the latest features and understand how to use them for your brand or business. Enjoy our summer round-up with a cool drink in-hand!

Social Media Summer Round-Up: New Features You Need To Know

Is your brand utilizing the new features on your favorite social media platforms?

Instagram

Stories continue to explode in popularity, as they’re expected to outpace Feeds as the primary mechanism of content creation by the end of this year. So, Instagram continues to add features to Stories to increase interactivity and fuel their growth, including Interactive Stories Ads, a donation sticker and the new ‘Join Chat’ sticker. We love the interactivity of Instagram Stories, which allow accounts you tag to share your Story in their Stories. For example, we tagged an influencer we quoted in one of our blog articles, and in turn, he tagged other influencers quoted in the post. Engagement galore!

Another area of focus on the platform is Explore, which more than 50% of accounts use every month. Instagram bills Explore as its Discovery Destination, and it offers a prime opportunity for brands to connect with potential new customers. As the company continues investing in this area of the platform, it will begin rolling out ads to help brands connect with people and vice versa. Would your brand be interested in running an ad in Explore?

Instagram introduced Checkout this spring, another feature designed to bring people and brands together. This quick and secure technology includes product stickers in Stories, product tags in the Feed and a shopping destination in Explore. We’ve enjoyed using this feature to make it even easier for people to shop our clients’ products and get more information without leaving the app.

Finally, Instagram is still all in on IGTV, despite its slow start. Incorporating horizontal video should help increase use, both from a creation and consumption standpoint. Don’t replace your YouTube channel with IGTV; use it to grow your community on Instagram. It has been shown to increase engagement with existing followers, especially since IGTV videos now appear in the Feed. We’re finally posting an IGTV video this week after thinking about how best to use IGTV to help achieve our objectives on the platform. The shift to include horizontal video will help us use this growing area of the platform more for clients as well. Does your business utilize IGTV? What other features or capabilities would you like to see added?

The State of Instagram Marketing 2019

LinkedIn

The largest professional networking platform has been busy adding new features for business pages, which are much more robust than they used to be. Based on feedback from page admins, LinkedIn has introduced custom call-to-action (CTA) buttons to help drive leads and measure the results. This is an overdue feature, and we’re excited about the analytics (housed in your home dashboard) to see which buttons are generating traffic and which are not.

The platform has focused on upping engagement in the past year plus, and they’re not done. Now, page admins can associate up to three hashtags with your page (via the communities feature in the admin center). This change allows pages to engage directly with members’ posts which contain these hashtags (without using any time-consuming “hacks”).

LinkedIn Changes its Algorithm to Surface More Personalized Content

Further targeting increased engagement, LinkedIn has updated its algorithm to deliver more personalized content to your feed that aligns with your professional interests, not necessarily viral content. You may be seeing more posts from people you’re not connected with, especially if you have connections, groups, hashtags you follow, employers/clients or interests in common. This change could help you connect and develop relationships with new business contacts and potential customers.

Finally, the professional platform has added three new objectives to Campaign Manager to help marketers achieve their more complex business goals: brand awareness, website conversions and job applicants. These changes are the latest updates to LinkedIn’s integration with Google Campaign Manager in October of 2018.

20 LinkedIn Tips to Help Boost Engagement

 

Twitter

The micro-blogging platform made a splash this month when it introduced a new website for desktop. At this point, you can still choose to use Legacy Twitter, or the current layout, which we have chosen to do. The new layout seems a little busy to us, like walking into Times Square with all of the lights, signs and digital billboards. What do you think of the new design? (A poll we ran on Twitter split 50/50 between the two layouts.)

Twitter also updated its search results by adding context to help guide you to the results you’re looking for. For example, a search result will now show you if it’s trending or if an account has any followers in common with you. This tweak is part of a larger algorithm change that is geared toward showing you more content from users you’re not connected with, but may be interested in. Note that activity from your brand account(s) may show up in relevant searches, so keep that in mind as you engage with other users’ tweets.

On the other hand, Twitter is looking to give you more control over conversations you start. The platform is testing the ability to hide replies to your Tweets with users in Canada, although users will still be able to view the replies and engage with them. Would you like this feature to be rolled out globally?

Finally, the company has introduced a new creative team called “Twitter ArtHouse” that will help brands produce video content on their platform. Research shows that video content optimized for Twitter drives 33% more emotional engagement than non-optimized spots, and users spend 24% more time with Creator ads, so this could be a boost for brands to ensure their contact is seen and engaged with. Twitter has recently increased efforts to better monetize creator content in order to draw advertisers, along with Facebook, Snapchat and Instagram.

How Twitter Bridges the Gap Between Brands and their Audiences

 

Facebook

The beleaguered social platform has been in the news for the wrong reasons lately, but it continues to outpace all other social platforms with one billion users logging in every month. Due to continued criticism, the company has announced it will create a new, independent content review board. The tech giant is trying to convince the government it is a tech company, not a publisher, to avoid regulation. Should Facebook be responsible for the media published on its platform?

In other news, Facebook has added a ‘Top Fans’ targeting option on posts to drive more community engagement and create a stronger connection with your most ardent supporters. Currently, it’s only available to Pages with 10,000 followers, and you can control it in your Page settings.

Facebook's wallet app, Calibra, will handle payments for its cryptocurrency launching in 2020.

The social giant made waves earlier this year when it jumped into the cryptocurrency game with Libra. Facebook’s digital currency is supposed to be easier to use than other options, like Bitcoin, and the company has partnered with industry leaders, including Uber and Spotify, to help increase its popularity. It will be interesting to see if this takes off when it launches in the first half of 2020 and whether it will be a valid payment method for businesses. Would you be willing to accept Libra for your products or services?

Finally, Facebook has added new, free training modules to its Facebook Blueprint education platform. The platform is designed to help small businesses and page admins improve their digital marketing skills and understanding of how to best utilize the platform. Facebook Blueprint also offers Instagram insight as well as Facebook Ads certification courses.

10 Expert Tips to Improve Your Facebook Video Marketing

New Feature Feedback

What new feature are you most excited about? Which platforms deliver the best results for your business? Which platform or feature would you like more in-depth analysis or tips on? What questions do you have about your social media marketing efforts?

Leave your thoughts or questions in the comments, contact us to discuss your needs or connect with us on social to stay in touch. We’re looking forward to hearing from you!

Let’s get social on SMM,
Jaime

 

How to Create Content that Works [Twitter Chat Recap]

Creating Content that Works Twitter Chat

Recently, I joined the #VCBuzz Twitter chat to drive a conversation on Creating Content that Works. What an insightful discussion!


“Creating content just for the sake of creating content is the strategy that is doomed to failure. “

ViralContentBee, #VCBuzz Twitter Chat

The 45-minute discussion on content creation and content marketing sizzled with smart advice from a variety of digital marketing professionals.

Gail Gardner, founder of GrowMap.com, delivered outstanding advice right off the bat. Always focus on creating quality content tailored to your target audience’s interests. You should only produce enough content that allows you to maintain a high level of quality and personalization. Remember, quality beats quantity every time.

Gail also mentions interacting with other content. This is so important! You’ll build relationships with fellow professionals in your field and drive engagement on your own content when you share it. Remember to share outside content at least 80% of the time and your own content only 20% of the time. Adhering to this best practice will help you curate a mix of view points on topics relevant to your audience and keep your feed fresh.

“Promoting your content is just as important as creating it. You need a content distribution plan as part of your overall content marketing strategy. “

What are your business goals in 2019?

Aligning Your Content Marketing to Your Business Goals

Meanwhile, Goldie Chan, a LinkedIn Top Voice and personal branding strategist, brought up a great point: your content marketing efforts should be aligned with your business goals. How do you measure its effectiveness? Engagement, engagement, engagement. Keep in mind your engagement should reflect the types of Calls-to-Action (CTAs) you extend to your audience. Do you want visitors to click through to a landing page to claim a special offer? Or do you want readers to message you on Facebook to schedule a free demo? In the first example, your goal should be to drive interested traffic to your landing page while the second would be to move prospects and customers into the privacy of Messenger.

Eventually, we moved into the future of content marketing. Where are we heading?

The Future of Content Marketing

Chat participants gave insightful answers based on their experiences and expertise, including Lisa Shomo, a marketing professional who specializes in customer marketing, growth and retention.

Review the entire Creating Content that Works chat, and join future #VCBuzz marketing Twitter chats on Tuesdays at Noon EST.

Tweet Us (Or Leave Your Feedback in the Comments)

How do you measure your content marketing efforts? What metrics are important to your brand or business?

What are your favorite examples of content marketing that achieved results?

Where do you see content marketing heading in the future?

CCC’s Chief Content Marketing Officer,
Jaime

Social Media’s Sizzling New Features You Need to Know About

Summer may conjure up lazy days at the beach, but social media platforms have been busy debuting new features. Here’s a summer roundup of features you may have missed, so you can incorporate them into your social media strategies.

Social Media's Sizzling New Features You Need to Know About

Is your brand utilizing all of the new features on your favorite social media platforms?

Instagram

It started in May with an improved inbox. More than 150 million active daily users converse with businesses through Instagram Direct each month, so the platform added more tools for business owners to manage these conversations. You can now star important messages for follow-up, and IG is testing quick replies. In addition, messages now come directly to your inbox instead of languishing in the oft-forgotten Pending section.

Related: Making it Easier to Do Business on Instagram

Then, the popular platform went crazy and introduced five new features in a month! Everyone is talking about IGTV, Instagram’s new platform for long-form vertical video content. It’s available in the upper right hand corner of your app (next to Instagram Direct), or you can download the standalone IGTV app. Will IGTV become a major competitor to YouTube or fade away over time?

Other new features that may benefit your business include group video chat (now available in Instagram Direct), music and question stickers in Instagram Stories and an updated Explore page. The new stickers can help you show personality, draw more eyes (and ears) to your Stories and increase engagement with fans and customers.

Related: 5 New Instagram Features to Help Grow Your Business this Summer

LinkedIn

LinkedIn continues to expand its features, so it’s important that you maintain an active presence. It’s no longer enough to post a resume and forget about it. Even if you’re not actively pursuing new employment, this platform presents a multitude of opportunities: making professional connections, strengthening relationships, seeking new clients and establishing yourself as a thought leader in your field.

We enjoy pulling a quote from an article to highlight an important point and encourage conversation, so we’re excited to see LinkedIn make it easier to do. Now you can highlight a quote, right click and share it to your feed or message it privately on mobile. It will automatically include a link to the article along with your quote as the caption.

LinkedIn's new capabilities

Another exciting new development is the ability to save drafts directly on the LinkedIn platform. Say you’re browsing articles and find three that you’d like to share. Share them, write your caption (or pull a quote) and save as a draft. You can share it at a future date in order to share your content at optimal times for your audience.

The Posts & Activity shortcut (now available on your account drop-down menu) is an easy way to see what you have shared recently with your network. The built-in translator will come in handy when connecting with professionals across the word, and video captions help you communicate with viewers even when they’re watching your video silently, which people commonly do today.

Twitter

Not to be outdone, Twitter has been rolling out new features too. The platform announced it will begin showing related topics in its Trending Topics listing, which could help you tap into trending news. The related topics can give you a more complete view of the trending discussion, so you can see if a tie-in to your brand is appropriate and what additional hashtags to use.

Twitter also removed millions of accounts from follower numbers, cracking down on suspicious and spam accounts. Remember that active, targeted followers are more important than quantity, and don’t ever buy followers. This update will help make follower counts more accurate and add more legitimacy to influencer marketing on Twitter.

Finally, Twitter is making an effort to improve users’ experience by adding the ability to dock videos, so you can keep watching while you scroll. This may lengthen the amount of time viewers watch your videos or even boost views overall.

Facebook

Meanwhile, Facebook has made changes while trying to climb back into users’ good graces. The beleaguered social platform removed its Trending section to make room for future news experiences, such as exclusive video news content on Facebook Watch.


 

The social giant also introduced Keyword Snooze to help users further control their News Feed. This feature allows users to temporarily hide posts with a specific keyword or phrase from people, Pages and Groups for 30 days. It joins Facebook’s other News Feed controls: See First, Hide, Unfollow and Snooze.

Speaking of Groups, Facebook introduced Subscription Groups, so admins can charge for the content they provide group members. This could be a new distribution option for your brand’s premium content, such as in-depth tutorials, live streams of event sessions and video coaching sessions.

As we were compiling this roundup of new features, some platforms dropped even more new features.

Instagram Adds Active Status Notifiers to Fuel Real-Time Connection
Facebook Adds Option to Merge Instagram Contacts into Messenger
Bring Your Conversations to Life with New Updates in LinkedIn Messaging
Google, Facebook, Microsoft, and Twitter partner for ambitious new data project

Watch for more insight on these new features and how they can help you build your brand and connect with your communities in future articles. What new feature are you most excited about? Does one or two platforms work better for you than the others? Do you utilize different platforms for different reasons?

We would love to discuss social media marketing with you! Leave your comments below, contact us to discuss your needs or connect with us on social, so we can stay in touch.

Let’s get social,
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

3 Ways To Capitalize on Marketing Trends in 2018

It’s that time of year: everyone is publishing their thoughts on the next big things in marketing. We’ve been keeping an eye on a number of projected trends for 2018 and year-end reviews from 2017. Here’s our take on how your business can capitalize.

3 Ways to Capitalize on Marketing Trends in 2018

More Quality, Less Quantity  

(We’re hoping) 2018 is the year that content marketing gets real. Due to budget cuts and information overload, along with some aha moments, brands started to spend more time creating and curating valuable content last year instead of sticking to rigid, conveyor belt-like content calendars. The result? Their higher quality content performed better even though they produced less of it, often much less.

“In 2017, our team cut email volume in North America by 50% while increasing engagement by 28%. That’s wild.” -Jon Dick, Hubspot

We’ve all been there. You need to send an email out tomorrow morning, and you’re running behind due to producing so much content. So you throw something together to stay on schedule. Stop. What value does this marketing email deliver to your recipients? What should they take away from it? If you can’t answer those questions, neither can your audience. (p.s. We’re not telling you to throw away your content calendars; just have some flexibility and keep your ultimate goal in mind.)

Less time spent churning out content creates more time for testing, analyzing data and developing or fine-tuning your strategy, including distribution.

Remember the Basics (Even in Our Brave, New Digital World)

Yes, social media and digital marketing have changed the game, but marketing basics still apply. Always keep your big picture in mind. Why are you in business? What are you ultimately trying to accomplish? Every marketing action should support this goal. Keep it in mind as you review your marketing plan or recent efforts. If you’re frustrated by your results, take a fresh look at what you’re doing. Could you achieve more with less? Is your audience on another platform, or have their contact preferences changed? It may be time to take a closer look at your buyer personas (or create them in the first place).

This sentiment was the basis for an article we published last year, Understanding Social Media Etiquette with Real-World Scenarios. We understand that social media and the digital realm can seem confusing and overwhelming at times, but it helps to take a step back and consider your actions in the real world (i.e. offline).

Get Personal — With a Human Touch 

Technology has improved marketing’s capabilities by leaps and bounds, but we can’t forget to add a human touch. Automation, chat bots, facial recognition, big data and more have allowed us to personalize a customer’s experience more than ever, but there are drawbacks too.

“All the pieces are now in place: AI, individualized personalization, emotional targeting, predictive marketing, automated creative generation, cross-device identity, location tracking and facial recognition.

This can delight some consumers and freak out others. So, a key skill for the best digital marketers will be understanding when to back off.” -Barry Levine, MarTech

Remember to be human when interacting with your audience online (and remember to interact with your audience in the first place). People like to do business with people, not faceless brands or companies. This is an area where small businesses have an advantage, as they can easily put a face behind the business name.

Use automation where you can to be more efficient, but don’t automate a human touch out of your online marketing efforts. Data can point your marketing in the right direction, but it requires human analysis to get there. Personalizing a buyer’s journey is fantastic, but don’t get creepy. Where is that line? That’s where you — and your human insight — come in.

Summary

While it can be tempting to jump on every trend or new platform, take time to think about your situation. What works for others, including well-known personalities, may not work for you. Focus on producing quality content that provides value to your audience, even if takes you longer. Mix your high-quality content with valuable content you curate from other reputable sources (and give them credit). You may be amazed at what you can accomplish with less.

While you’re focusing on creating high-quality content, remember marketing basics. They still apply in today’s high-tech, digital world. Social media has taken over marketing strategies everywhere, but it’s still a form of communication. Don’t forget to get social with your audience instead of just broadcasting content.

While you’re getting social, you’re being human — and that will continue to be a major part of marketing in 2018 and beyond. Technology is fantastic, but don’t get carried away. Add a human touch wherever you can, especially when interacting with customers, prospective customers and community members.

Good luck with your marketing efforts in 2018! We love to see companies doing marketing well. Have a question or need help with your efforts? Comment below, or contact us so we can help you communicate with your target audience.

p.s. Wondering about influencer marketing? We published a guest post, Why Influencer Engagement is Important in Digital Marketing, last week, and we’ll be following it up with a closer look at influencer marketing in 2018 next week.

A marketing (and espresso) aficionado,
Jaime

Let’s get social!
https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

 

 

 

 

Why Influencer Engagement is Important in Digital Marketing

Editor’s Note: We’re excited to welcome Tanya Sen as a contributor to the CCC blog! Enjoy her article below on the importance of influencer engagement in your digital marketing strategy, and learn more about her at the end of the article. If you’d like help with your digital marketing strategy, contact us so we can discuss your needs. Thanks for your support all year long, and have a happy, healthy and prosperous 2018!

social media on a smartphone

To be successful, companies and businesses have to constantly innovate and come up with marketing strategies that will deliver. These days no marketing plan is complete without a digital marketing strategy. The impact of digital marketing in generating brand awareness is tremendous, especially if you can get the right people talking about your brand.

These people are called influencers, and their recommendations and reviews carry a lot of weight with their audience. Influencers are any individual or group who can sway the sentiments of their audience in a certain direction regarding a person, brand, idea, or business.

Here are few ways in which an influencer will be able to boost your digital marketing efforts.

  1. Influencers enable you to reach out to a wide and loyal audience

The biggest advantage of communicating through an influencer is that you reach out to a wide audience. More importantly, this audience follows the content that the influencer puts out. So, if an influencer mentions your brand name, talks about it or retweets or shares your posts, they are amplifying your brand communication.

  1. Influencers help you to build a good network

Influencers help you to build a good network in multiple ways. First, whenever an influencer sends out any content, it generates a lot of conversation and discussion among their followers, which can lead to more brand-building. Not just that, they share or retweet these posts which means that your audience multiplies, increasing your visibility.

Second, through these conversations you can also identify other influential people. They can in turn influence their own audience’s opinion of your brand, resulting in a snowball effect and reaching a wider audience.

  1. Influencers deliver engaging content

In a survey conducted by Vocus and Brian Solis, 62% of the respondents said that they follow an influencer because of the content they create. Quality content is crucial to any marketing campaign. When you collaborate with influencers, they can create unique content to spread the message about your brand or product. And the best part is the audience is much more likely to engage with this content!

  1.  Influencers have established credibility with their audience

Another important factor that contributes to the large following of influencers is credibility. The expertise these individuals hold in a particular field combined with the good relations they maintain with their audience makes them reliable to people. Their opinion of your brand will most likely become the general opinion among their audience. A positive word from an influencer can do wonders for your brand.

  1.   Influencers are up to date with the latest trends and insights in their fields

Influencers are usually aware of the latest trends of the evolving social media platforms. They tend to be among the first to try these new trends, to discover new platforms to reach and engage with their audience. Through them, you too can get acquainted with such new ideas and employ them to interest prospective customers.

 

Author bio

Tanya Sen, Freelance Blogger

Tanya Sen

Tanya Sen quit her well-paying job to follow her dreams and become a writer. She is now creating and managing digital content to build relationships for organizations and individuals. Tanya is an avid traveler, having visited more than 40 countries. She loves to cook and try different cuisines. She now lives in Goa, India.

How to Increase Sales Using Social Media

CCC is excited to welcome Lisa Austin and MyEcomClub.com to the blog! Learn more about both at the conclusion of this guest post.

Learn how you can better market your ecommerce business through Facebook, Instagram, and Pinterest. These 5 simple tips will teach you how to increase sales using social media.

Social media expands our audience and potential customer base.

Image by Gordon Johnson from Pixabay

The Power of Social Media

Cherilyn and I were next door neighbors ten years ago. Since that time, we have both moved–she moved to a different state and I moved to a different city. Despite the distance of two hundred and forty miles between us, I know that Cherilyn recently started her own online business selling beauty products.

How do I know? She announced it to me and all of her other friends on Facebook. In addition, I know when she’s having specials on certain products or running promotions. And it has all been done without a cent of her money being spent on marketing.

What’s the secret? The secret is social media. Viewers of social media know you and trust you because you have a relationship. According to DEI Worldwide, 70% of consumers use social media as often as they use firm websites to gather information about products. In addition, 60-70% of people believe that recommendations from other people online are “valuable, credible, and honest.”

Consumers Online

81% of the developed world now has internet access. Essentially that means that of the countries with expendable income, 81% can be reached from anywhere in the world. Global accessibility has never been greater than it is at this time. But with that accessibility also comes an overload of information and products.

Social media can help shoppers sort through it all. Social media, such as Facebook, Instagram, and Twitter, allows business owners to build relationships with their prospects, as well as use existing relationships to turn friends into customers.

Think about how many adults use social media while at work–just to get a mental break from their jobs. They may be on a coffee break, scrolling through their Instagram feed, when they see your business’s post. With every social media post your business makes, you’re reaching prospects during a time or place that television, radio, and print ads often cannot.

A Boost to Businesses

When a viewer sees a post, it can be almost like magic. According to Forbes contributor Jayson DeMers, “studies have shown that social media has a 100% higher lead-to-close rate than outbound marketing.” And an IDC study released in 2014, found that buyers that use social media have 84% larger budgets than buyers that don’t. That’s a powerful formula!

Most of the developed world has internet + social media users have larger budgets + 100% higher closing rate = success!

Social media can bring you more leads and more sales without investing a fortune in marketing. However, social media marketing often falls flat. So I’ve gathered five tips to help you successfully connect with your customers.

5 Tips to Increase Sales Using Social Media:

  1. Post Often – By spending at least six hours per week, 66% of marketers saw a benefit from social media in lead generation.
  2. Use Images – Place an image alongside your text on Facebook. Posts with images have 2.3 times more engagement than stand-alone text.
  3. Learn to Pin – Pinners spend 50% more on purchases through the social media channel than users of other social media platforms, yet only 40% of marketers use it.
  4. Photograph People – When posting on Instagram, use photos of people. Studies show that photos with faces get 38% more likes than those without. So place your products with a person for a more positive response.
  5. Make a Video – Close to half of all internet users look for product related videos before visiting a store. Even though you may not have a brick and mortar storefront, put this statistic to work for you. Create simple videos about the products or services you sell and place them on your website as well as Youtube. Shoppers who view a video are almost twice as likely to make a purchase than shoppers who did not view a video.

(Thanks Hubspot for these great stats!)

So, next time you are searching for a way to boost your sales, take a closer look at social media. It’s a great way to build your brand and boost your sales.

This post originally appeared on MyEcomClub.com and has been shared on the CCC blog with permission.

Lisa Austin, My EcomClub.com  Lisa Austin

 

Understanding Social Media Etiquette with Real-World Scenarios

Google social media etiquette, and you’ll retrieve over 4,000,000 results (at the time of this writing). Clearly, it’s a topic that resonates with people, and in the ever-changing, real-time realm of social media, it’s easy to understand why people are confused on what’s appropriate and what’s not. Throw in trying to balance personal and business accounts on a variety of platforms, and we have a free-for-all on our hands.

Not sure if something is appropriate online? Translate it into a real-world scenario.

What can you do? When you find yourself facing a social media conundrum, translate it to a real-world scenario. For example, it’s popular nowadays to send new connections an automated sales pitch, er message, asking for favors left and right: retweet my pinned tweet, buy my book, follow me on a plethora of other platforms (where, coincidentally, your new connection blasts out the same exact content at the same exact time). You may find yourself wondering, ‘should I do this too?’

OK, let’s translate this behavior into real life. You stop in a coffee shop to get your fix, and strike up a conversation with a guy behind you in line. (It’s amazing the people you meet in coffee shops!) When you get to the counter, you ask the nice gentleman you just connected with to buy your latte. Of course! Who doesn’t do that, right?

If you think that’s nuts, I’m with you. You wouldn’t do that, and chances are, neither would anyone else. However, people do this every day in the digital world and think it’s not only acceptable, but expected.

Social Media’s Nice, But It’s Not IRL

But, here’s the thing. It blows people away online too, and not in a good way. Trying to become a thought leader in your field or connect with experienced industry professionals to learn from them? Don’t immediately hit them up for favors upon connecting, or you’ll be viewed as just another leach.

That may sound harsh, but it applies to networking in person or online. Connections aren’t things waiting to be used, they’re people to build relationships with. When you approach someone or make a new connection, look at how you can bring value to the relationship — not what you can get out of it. Eventually, this person may be able to help you, but not if you approach him or her immediately asking for favors.

Don’t Ask To Pick My Brain. (And 11 other tips for building a strong professional network)

Talk to influencers in any industry, and they’ll share tale after tale of people constantly hitting them up for favors. They usually want to help others, because people helped them get where they are today. But they’re people, and they don’t like being used.

So the next time you’re thinking about doing something online, remember to translate it into real-world (or offline) behavior. Does it sound crazy? Then move on. It’s easy to forget that we’re still dealing with human beings in our fast-paced, digital world. (Unless you’re talking to a chat bot, but that’s a subject for another blog post.)

Share Your Thoughts

Do you agree with this post, or is our online world a different place with different social norms?

What are your thoughts on sending automated messages to new connections?

What’s your best coffee shop story?

Straddling the offline and online worlds,
Jaime

Let’s chat (about social media etiquette, your marketing needs or otherwise):
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