Top Social Media and Marketing Article of the Week (Feb 8 – Feb 12)

I am going to start a new series of blog posts that highlights some of the best articles that I have come across. I use an app called Feedly to organize marketing and social media content and spend an hour every day reading through the latest articles.

From the articles in my feed I’ll select a handful of the most useful articles and share with you why they were worthy and how I could see client’s using the strategies outlined in the articles in their own online marketing efforts.

Without further a-do, here are the articles I’ll be covering this week:

  1. How Micromarketing can take you strategy to the next level” – Hubspot
  2. Social Media Customer Service: To Do it Right” – Hootsuite

“How Micromarketing can take you strategy to the next level” – Hubspot

I am a big fan of HubSpot and they do an excellent job of presenting new ideas that allow you to dive deeper into the world on marketing. What I liked about this article was that it was a quick read. When I am being introduced to a new topic, I like to get a summary-type of article so that I am not too bogged down with details. (Imagine a teacher explaining organic chemistry on your first day of science class, instead of teaching you about the periodic table.)

They provided some well-known examples of micromarketing as well, which I found to be very effective. Their use of the Coca-Cola “Share a Coke” campaign helped make the idea of micromarketing very clear.

So what is micromarketing? Based on what I understand from the article it is an even more detailed look at your customer-base and designing marketing campaigns or products/services that speak to the customer directly or a small subset of a larger target audience.

In the example of “Share a Coke”, Coca-Cola was able to provide a personalized experience by printing 150 of the most popular names on their bottles. When the campaign launched they were able to track the bottles that were purchased to get a better idea of who is buying their bottles. More importantly, as mentioned in the HubSpot article, they ended up selling 250 million bottle of coca-cola in a country of 23 million people.

By simply adding a personalized touch to the bottles, they inspired more people to buy more of their products. This is the key to micromarketing: go deeper with your segmentation and targeting. Learn more about your customers/audience, and deliver better products, services, and marketing based on their unique qualities.

Social Media Customer Service: To Do it Right” – Hootsuite

What really struck me about this article was that they opened it with a number of important facts relating to the customer experience online. I’ve included a screengrab of the facts here:

So there is a lot to take in there but I want to focus in on the fact that customer service interactions will increase by 40% this year, and that the time it takes a brand to respond on twitter drops by 30% when they don’t have a designated customer service account.

I don’t know about you, but I have taken to Twitter in the past to reach out to brands when I have a customer service issue. The quickness of those responses is a major factor in how I feel about the brand. I can remember when I tweeted about waiting patiently for my Monday newsletter from Greatist and within a few minutes I had received a DM from them and they were DMing me to say thank you and offer to send me a free t-shirt for being a fan of the blog.

I have never forgotten that experience and still think highly of Greatist because of that interaction.

I wanted to highlight this article because it ties in another relevant practice on social media, which is social listening and monitoring. This is the practice of setting up filters to monitor conversations online about your brand, your niche, and the news. This allows you (as a brand) to interact with people who are talking about your brand – and not necessarily tagging you or using a hashtag. It keeps social media social, which is something you’ll hear me say a lot.

Having a customer service account dedicated to responding to customer service requests is an important part of that online conversation. By dedicating accounts, and therefore a team, to this effort you can expect a higher satisfaction rate from your customers. The customer service representatives are also the ones who have been trained to handle customer service requests, so they are the best trained for these interactions – online or in-person.

Summary

I have to be honest, this was a very busy week, so I wasn’t able to read as much as I had hoped. With that said, I am noticing a trend towards both of the ideas mentioned in this article: more defined targetting/getting to know your customers on a deeper, more detailed leve and better online customer service.

The two ideas go hand-in-hand. If you understand your customer better, you’ll know how to answer their questions better. If you are responding to customer service requests in a timely manner, you’re learning about the issues your customers are having while also providing a great experience for them.

If you are to implement these ideas into your marketing and customer service efforts, I would bet that you’d see a more positive brand sentiment and greater overall satisfaction from your customers.

Try it out and let me know what you think!

4 Benefits of Social Media Giveaways

If you are on social media chances are you have seen, or have even entered, a social media giveaway. All you have to do to enter is like, tag other accounts, and follow the account(s) running the contest.

There are few major benefits to doing social media giveaways:

  1. Increase brand awareness
  2. Highlight a company value
  3. Build strong connections with other businesses or influencers
  4. Increase your following

Increase Brand Awareness

With all of these people liking and tagging their friends, your brand is getting a major boost for impressions. A few brands and influencers have really nailed this by offering incredible giveaways. The major one that comes to mind from this past year is Love-Islander, Molly-Mae Hague’s summer giveaway. This included iPads and Louis Vuitton handbags and laptops – it was a massively generous giveaway and the generosity awarded her almost 3 million comments, millions of likes, and she even had articles written about the event.

This was to thank her followers for 1 million YouTube subscribers and certainly got the word out about Molly-Mae.

Highlight a Company Value

Depending on what you decide to giveaway or the companies and influencers you partner with, you can use these giveaways to share something that you care about. Right now I am running a giveaway on one of the Instagram pages that I manage and we are highlighting the fact that we support our community.

Supporting local has been a big part of 2020, and as this company is a local business, I wanted to make sure we let the public know that we really do walk-the-walk and it isn’t only self-serving. Not only will the giveaway prize be a gift card purchased by the company (not donated), but the giveaway also gives clients a chance to interact with a charity that we are supporting for the holiday season.

The giveaway will definitely give us more followers. But those followers will have a special first engagement with the brand. Their first impression of this company will be that they are generous, and that they support local initiatives.

Now if your first impression of a brand was that they gave back to their community, I’d bet that the brand made a pretty good first impression on you.

Build Strong Connections with Other Businesses or Influencers

In the social media space we can sometimes forget that social media is meant to be social – not just to glorify our own stories and promote our products (though it is a great tool for that). By running giveaways we really open up a great opportunity to be social with other brands and influencers online.

Before setting up a giveaway it is important to reach out to the accounts you’ll be partnering with or donating to. You’ll want to establish a relationship with those accounts so they know you’re a legitimate partner, and that you’ll stick to your word when it comes time to donate.

If all goes well and the two (or however many) of you are happy with the results, you’ve just made a very strong social media connection.

Think about your personal account. You probably follow a few hundred people on social media, you may even like the majority of posts that you encounter on your carefully curated feed. But then there’s the people that you’ll be happy to respond to their stories. You comment on their posts, and you’ll even try something they’ve shared on their feeds.

The example above shows the kind of relationship that businesses and influencers can have on social media if they leverage things like giveaways. Let me say it again: social media is meant to be social. So don’t be afraid to reach out and engage. You could find yourself in a symbiotic social media relationship.

Increase your following

I left this one as the final benefit of social media giveaways because although it is definitely a benefit it comes with an asterisk. You can expect to see a major boost in followers during the giveaway, but if your content afterwards doesn’t meet the new follower’s needs, then you’ll likely lose them.

Be sure that if you are looking to gain followers from a giveaway, that you nurture those new followers. Send them a direct message after following and ask them what type of content they love on social media. If you see yourself losing a large number of followers after the giveaway, try posting a few stories with the poll or question stickers.

You’ll never know until you ask.

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How to Start Writing Articles

I have been writing content for Free Form Fitness for 2 and a half years. It seems crazy that in just 7 weeks I will have written 150 articles for them.

Here are this articles main points:

The One Thing I Always Ask Myself Before Writing

The thing is, every single week I think to myself “what the h*ll am I supposed to write about now??” Even as I stared at the blank page of this blog post I had that exact same thought.

Before I opened this page I had 15-20 ideas swirling around in my head. I have been thinking about starting this website for weeks now and have 2-3 new blog ideas every day. So why is my mind struggling to find a topic?

My theory with this is that as soon as it comes down to the moment that you have to put your words on the page there is a moment of self-doubt, or fear, or insecurity that creeps in. The questions of “who actually cares?”, and “what if it isn’t as good as I want it to be”, or even “what if people hate it”, all come to my mind when I begin the process of writing an article.

If every content writer allowed these thoughts to stop them there wouldn’t be any content online – and wouldn’t that be an absolute shame.

What Helps: Target Topics

When I write for Free Form Fitness I know that all of my topics should somehow relate back to health, fitness, and (most importantly), personal training. When I looking for a new topic to write I just have to think about something within those broad topics and ask myself a specific question. The answer to that question becomes the article.

For this article, as it is my first on this website, I had to think about what my broad topics are for this website. My tagline talks about discovering what it takes to be a self-taught marketer so what broad topics can relate to that.

For me, these topics are:

  • Content Writing Strategies (like this one)
  • Content Creation Resources (like Canva and Pinterest)
  • Marketing Ideas (from campaigns to copy)
  • Life as a self-taught marketer (from imposter syndrome to rewarding success)

With these 4 broad topics in mind I can continue to ask myself questions and seek out answers to them. Another very important part of this is that as I live my life and do my job, these topics will always be on the back of my mind. So when I complete a new project, or if I come up against a problem, I can write down the idea and share it here.

Let me say that again: write down the idea.

If you think you’re going to remember a topic idea, my hat goes off to you. There have been many great ideas lost because I thought that’d I would ” remember them later.”

So if you are new to content writing I’m going to tell you something that I wish someone had told me when I first started: know you broad topics, and then ask questions about them. Even if you think they are common knowledge, they may not be. Better yet, you may even be able to find an aspect of that common answer that most people didn’t understand. Your writing will always be unique because you’ve written it.

Just Start Writing

Once you’ve figured out your broad topics, and you have a few questions you want to answer, just start writing. Start writing whatever comes to mind and before you know it you’ll have the beginning of a great article in front of you.

I’ll share some of my favourite writing editing tools and resources in later blogs because for now I just want you to start writing. We’ll get into the nitty gritty of publishing an article at a later date.

If you like what you’ve read, I invite you to subscribe to my newsletter. I use this newsletter to keep subscribers updated on the latest blog. That’s it. I’m not trying to sell anything. I just want to keep you informed.

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