SnapChat and the Power of Ephemeral Content

SnapChat, still a rising star among social media platforms, burst onto the scene in 2011 with an innovative feature that was catnip to the under 35 age cohort. Skillfully catering to the fickle attention span of its target audience, SnapChat allowed uploaded photos and videos just a 24 hour lifespan before disappearing them, bringing the Fear of Missing Out to a fever pitch.

Rumors of the platform’s death have been greatly exaggerated. The market research firm Statista predicted that in 2020, SnapChat will be used by 101.4 million visitors in the U.S. alone, a 20.5 % increase over 2019 (55 % of users live outside the U.S.).

The marketing analytics firm Hootsuite data revealed that the concept pioneered by SnapChat, allowing access to content for a limited time only and known as Ephemeral Content, continues to be a growing phenomenon among the target audience. 62 % of SnapChat Stories viewers reported that their interest in a product or service is intensified by the Ephemeral Content tactic.

The prevalence of mobile devices also plays a role in popularizing Ephemeral Content. First, mobile capability stokes the appetite for online everything, from ordering groceries to reading news articles to sending texts to keeping up with social media.

Second, FOMO mixed with mobile devices adds up to an audience that is often online and searching for something that will entertain or inform. Holders of mobile devices will anticipate Ephemeral Content if it’s known to be posted on a regular basis. When it comes to posting, people want predictability. When it comes to content, they want to be surprised.

So now you know what younger audiences (24% of SnapChat users are young adults) and mobile device owners respond to and your current and prospective clients are members of one or both of those cohorts, whoever they are. Now—-what 4 or 5 photo spread or 2-3 minute video can you and your team conjure up to tell a little story, or give a back stage look, into you company, its products, or services?

It will probably take a healthy dose of creativity to pull off in the B2B sector, but maybe you can put something interesting together once a quarter to include on your favorite social media platforms for a week—or SnapChat for just one day? When the second or third round of Ephemeral Content is posted and creates a little champagne fizz for your company, you’ll be on your way to cultivating followers who will be positioned to become paying customers. This is about LeadGen.

To get going on SnapChat, set up a business account. Encourage followers with your unique Add Me URL, that is accessed through the Settings icon, which brings users to the Username tab and then to the URL that’s already been created. Also at Settings and waiting for you to access will be your unique SnapCode badge that functions like a QR code to carry users directly to your content when the SnapCode is scanned with a mobile device. From Settings, click SnapCodes, then My SnapCodes. Finally, make use of SnapChat Insights, the free analytic tool that breaks down who your visitors are and the type of content that brings in good leads.

But—-but—-what if your clients and prospects are older than 40? What about maintaining content for a week? Then post your Ephemeral Content to Instagram, Twitter and/or your Facebook Fan (business) page. Just remember to delete your little teaser before a week goes by and keep your followers hungry for more.

Thanks for reading,

Kim

Photograph: Kim Clark, February 2019. Your diarist gets ephemeral in Nowhere and Everywhere at the Same Time, installation at the Institute of Contemporary Art/ Boston by William Forsythe (choreographer who works with world-class ballet companies)

New Normal Marketing Strategies

We are all painfully aware that business and life are different now that the ambitious coronavirus has burst into the scene and shows no inclination to leave center stage. Adaptions and workarounds are our new normal; creativity, resilience and perseverance have been shifted into overdrive.

What Freelancers and business owners who are determined to win are doing is continually surveying and assessing their business conditions so that they might reasonably predict what things might look like in 6-12 months and prepare accordingly. These folks have set aside for now any products or services that are no longer viable and have honed in on how they can best accommodate the needs of clients now and into the next year or two.

Virtual communication looks as though it will be with us for a while, regardless of when a coronavirus vaccine is approved in the U.S. or other countries. Our clients have transitioned to virtual quite comfortably and until the appetite for face2face interaction reappears (prediction: 3 years), smart Freelancers and business owners are ramping up their online capabilities in every way.

Website

Update your company website to showcase those products and services that can be sold with a new normal message. What have you provided that can be sold online or reconfigured and carried out virtually? If you can add text that communicates your company’s response to your clients’ potential concerns, do so. If you can communicate how your company can help clients better serve their clients, be sure to include those reassurances.

Do you have Call to Action buttons on your website? If you’ve ever needed a way to encourage clients to ask questions and engage and build a relationship with your organization, it is now. On your website landing page and on any pages that describe products or services, a Call to Action come-on should be available to bring visitors to an online chat, telephone number that allows a click to dial, or a pre-addressed email that encourages website visitors to type a question and hit send.

Good Call to Action phrases include “Click here for more information,“ “Click here to speak with a customer service rep “ “Click here to receive our monthly newsletter,” “Click here to register for our free training course,” or “Click here to place your order.”

Content marketing

Show your empathy and understanding of the predicament that many of your clients find themselves in through the topics you address in your content marketing posts—-like what I’ve been doing in this column since the shutdown. My goal is to help you stay motivated, stay resilient, get creative and remain in business. How am I doing?

Social media

Social media is micro, it’s personal. designed for you to promote interactive communication with clients and build a community. Social media is visual and tailor-made for behind-the-scenes looks at your organization.

Draw in your clients and other followers with a few still photos or a 5-minute video of you and your team preparing for a podcast guest spot or an online course that you’ll deliver. Do you have some new, or newly reconfigured, product or service to announce? Speak to the camera and tell your fans personally.

Your clients can even get to know one another as they get to know you and your business. Demonstrating that you understand their new concerns and responsibilities gives your company credibility and that equals trust.

Marketing and more marketing

Just keep promoting yourself and your business capabilities. Can you get an article published in a business newspaper or magazine? Can you get a quote in an article? Can you be a guest on a podcast? Are you sharing and reposting your content marketing posts—-newsletter, blog, case studies, white papers—-on LinkedIn, Twitter, Facebook or other outlets?

Marketing will help you get to know your clients and prospects, allow them to get to know you and gives your organization the something extra that gets you ahead of the competition. Marketing always pays off. Make the effort, reap the rewards.

Thanks for reading,

Kim

Photograph: Kim Clark. Social Justice Warriors deliver a message that promotes their cause in a live taping at the steps of the MA State House in Boston on August 11, 2020.

Social Media —-Best Time to Post

You already know that timing is everything in business and life and that calculation also applies to when one should ideally post content on the social media platforms of choice. According to social media content marketing experts, there are days and times when your audience will either be more likely to login and read posts on a particular platform or will be in a receptive frame of mind when they do check in.

Social media management sites, including Buffer, Hootsuite, Hubspot and SproutSocial, have studied the potential best timing for publishing and sharing posts and published those results, but the most exhaustive research seems to have been done by the Bismarck, ND digital marketing management company CoSchedule. Highlights of the company’s research are cited in this post and in its entirety at this link. https://coschedule.com/blog/best-times-to-post-on-social-media/

Still, I suggest that you experiment with your own study and look for indications that your posts perform better or worse on certain days and times. Because I had a long career in B2B face2face sales, I knew to avoid posting on Monday (too busy) or Friday (livin’ for the weekend). Tuesday seemed like a good day to publish, so I went with it. LinkedIn is my social media platform and I’ve shared my posts there each week for the 11 years that I’ve published.

Here’s a rundown of platforms that appeal most to B2B marketers and the suggested prime times to publish content, according to a review of 20 studies that was conducted by CoSchedule. To dig more deeply into this topic, click the link to the study. B2B, B2C and age will potentially impact your prime publishing times.

Facebook

The evaluation of 20 studies revealed that the overall best time frame to post on Facebook is Thursday to Sunday from 1:00 – 3:00 PM. However, users can quickly and accurately identify their individual prime posting times by opening the Insight tab at the top of the page and inspecting the tracking graph.

Google Plus

What users really want to do to find out what’s going on is to use the Steady Demand tool, that reports out not only what your business, but also competitive businesses, are doing. You’ll have to pay, though. Otherwise, Wednesday mornings at 9:00-ish reportedly yields the best results when publishing. https://www.steadydemand.com/services.php

Instagram

Users who have a business account with the platform should head straight to Instagram Analytics to receive customized performance results. Those who do not have a business account are recommended to investigate a free tool that is known to provide reliable data, such as Union Metrics. https://unionmetrics.com/free-tools/instagram-account-checkup/

LinkedIn

The platform is all business and users are in a business frame of mind when they check in, but according to statistics, Tuesday through Thursday 8:00 AM – 5:00 PM wins by a nose (hey, that’s when I publish!). My LinkedIn connections will know that I’ve shared a blog post via a message that appears at their Notifications tab.

TikTok

These 500 million active monthly users, heavily represented by the highly coveted Generation Z demographic, continue to fascinate nearly every marketer, especially in the B2C space. Business owners and leaders want to recruit them as customers now and work on cultivating a longstanding relationship that will yield millions of dollars in sales.

Marketers dream of their company’s videos being seen by a large segment of a GenZ audience that will become loyal to their company and who will comment on and give likes and shares to company posts. Some clever and lucky posters, they imagine, will attract devoted followers who like their videos enough to click the icon that includes the video creator’s profile to find the heart ♥️ and ask to be a follower.

What may not have been considered is that this group is not known for long term loyalty. They are known for skepticism and changing their minds. The best posting times have been difficult to pin down, but morning and evening commute, plus lunchtime, seem the best for publishing new content.

Twitter

Wednesdays and Thursdays have emerged as the preferred days for tweeting, but users can verify their power hours by way of Twitter Analytics. Click “tweets” Overall, the best time frame for publishing is 7:00 AM – 8:00 AM and 6:00 PM- ish.

Thanks for reading,

Kim

Photograph: Kim Clark

How B2Bs Use Social Media

Take a look at the pie chart above. In response to the question, “I am able to measure the return on investment (ROI) for my organic social media activities,” only 44% of marketers in a recent survey that examined the use of social media in the B2B and B2C sectors agreed they were able to measure the performance of their organic social activities. This challenge has plagued marketers since the format appeared. Social media marketing is now included in most marketing strategies, yet a demonstrable ROI still eludes many. In my experience as a Freelance marketing professional, business owners and leaders still haven’t figured out how to effectively use the medium, measure its success or, for that matter, establish reasonable expectations for its benefits.

The wrong platforms are used. Content doesn’t fit platform. Investments are made in platforms that customers do not follow. Postings, after an initial burst of energy, appear only erratically after four or five months. Most of all, in an effort to both save money and simplify, social media all-too-often becomes  the company’s marketing strategy, rather than one component of the strategy.

The 2019 Social Media Marketing Industry Report, released by Social Media Examiner, surveyed more than 4,800 marketers with the goal of understanding how they use social media to grow and promote their organizations. for the past five years, the top benefits derived from social media are increased exposure in the marketplace and increased website traffic. Company exposure grew to 93% (from 87% in 2018) and website traffic improved to 87% ( up from 78% in 2018). Lead generation increased to 74% from 64% in 2018 and, most importantly, sales rose to 72% from 2018’s 53%, solidly demonstrating that B2B and B2C marketers see positive results derived from investment in social media. https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2019/

Facebook remains the number one social media platform for both B2C and B2B marketers, who together account for 94% of business use on the platform. When B2C and B2B are examined separately, however, LinkedIn takes the number two spot for B2B, at 80%, while the number two B2C pick is Instagram, at 78%. Facebook and Instagram were the top two favorites of marketers overall in 2018.  

YouTube is still the number one video channel for marketers (57%) and Facebook’s native videos hold second place (50%). When the survey separated B2C and B2B responses, B2B marketers were found to choose LinkedIn native videos, while B2C marketers preferred Instagram stories and Facebook native videos. 

Of the platforms marketers regularly use for social media ads, Facebook is far and away the number one choice but once again, when separating B2B and B2C, the results show that B2B marketers use more LinkedIn ads while B2C marketers favor Facebook and Instagram ads.

Now, let’s look more deeply into 2020. A serious contender, at least in the B2C space, will be TikTok, an already massive platform beloved by Generation Z and Millennials. Launched in 2016, the site has more 500 million + active users worldwide; over one million of its 15 second videos are viewed every day. In January 2020, Statista reported that 37.2 % of TikTok users are age 10 -19, 26.3 % are age 20-29 and 16.7 % are age 30-39.

TikTok now has a shopping feature called “Hashtag Challenge Plus” that allows users to browse products that are associated with a sponsored Hashtag Challenge, all without leaving TikTok’s platform. Customers have now spent $50 million on TikTok purchases and 42% of all TikTok revenue now comes from the USA.

Did someone say influencer marketing? In 2020 and beyond, it’s safe to say that global brands whose customers skew to tweens and young adults will seize upon TikTok to spread their brand voice, engage with audiences and attract younger consumers, the golden key to future sales.

Thanks for reading,

Kim

Prediction: Emerging Social Media Platforms 2019 – 2020

Which new social media platforms are lining up to become The Next Big Thing for B2B marketers? Take a look at these four up-and-comers and figure out which might appeal to your customers and be a good forum for your products or services. Jumping in early can provide big benefits for your business, keeping you a step ahead of the competition. As they say, fortune favors the bold.

Lasso

Here is yet another video-based social media site, but it could be worth your time, especially when you consider how popular this form of content has become. Plus, Lasso is owned by Facebook and as such cannot be ignored. It’s being pitched as an alternative to TikTok (see below). Videos have a 15 second limit and users can add their favorite songs to play in the background. You can create and share videos with fun filters and effects. Users can also log in with a Facebook or Instagram account and cross-post videos to Facebook Stories. Posting Lasso videos to Instagram Stories is soon to come.

Why You Should Consider Using It: While Lasso isn’t as popular as TikTok now, it could rival its top competitor soon. If your target audience is using TikTok, Lasso is a platform you’ll want to keep an eye on. 

Steemit

Steemit is a blockchain-based blogging and social media site that rewards content creators and curators with the cryptocurrency named STEEM. Creators whose content gets up-voted are paid with STEEM, as are those who write useful comments on others’ content. Recipients of STEEM currency can take their digital tokens and exchange them for real money.

This Reddit alternative is about more than cryptocurrency and technology topics, however. Users are invited to create content on a wide range of subjects, including travel, photography, food, music and sports. Besides the Steemit platform, the service aims to compete with other social media platforms as well. To challenge Instagram, Steem created Photosteem and SteemQ is a video sharing platform built on the Steem blockchain that will chase Youtube’s market.

SteemQ and PhotoSteem will employ the same model as Steemit. Since Steem is open source and they have announced that they will support new applications, we’re likely to see more Steem platforms pop up in the future. As of March 15, 2019, the service had 1.2 million registered users.

Why You Should Consider Using It: While Steemit has a relatively small user-base so far, smart marketers can use the platform as an additional channel to share content, grow their audience and pick up some cryptocurrency along the way.

TikTok

In 2017, the lip-synching app Musical.ly merged with a similar, newer app called TikTok. The newly configured company has enjoyed explosive growth: as of 2019, TikTok has 500 million+ active monthly users worldwide and 800 million + downloads. TikTok is now more popular in app stores than Facebook, Twitter and Instagram. The service is a huge hit with younger audiences. According to the research firm Sensor Tower, TikTok was the fourth-most downloaded app in 2018.

TikTok’s short-form videos play on a loop, similar to the now-defunct Vine. Users can easily create and share content, but what sets TikTok apart from other video-creation platforms is the simplicity of adding musical overlays, fun effects, AR filters and more. Once you make a video, you can optimize by adding hashtags that can make it easier to find via search.

Why You Should Consider Using It: If your target audience is age 16-24 years, then TikTok is a great place to promote your business. I predict its popularity is poised to expand into the 25 – 39 year old cohort, based on a TikTok video of a service designed for parents of infants that was shown to me as I taught a business plan writing course yesterday evening. That TikTok is also potentially effective for fashion and e-commerce purveyors who want to work with influencers reinforces my confidence in the prediction.

The Cambridge, MA marketing firm Hubspot recently reported that The Washington Post is on TikTok and has already marked 54,000+ followers. Heads up, the Post’s TikTok content typically features relaxed and personal behind-the-scenes looks into its newsroom.

Vero

Vero is an Instagram alternative that boasts about having no ads, no data mining and no algorithms. Vero labels itself “more social, less media” and focused on providing a natural and ad-free experience. Users share photos, music, TV shows, movies, books, links and more. You can decide who can see each post by choosing between four categories: Close Friend, Friend, Acquaintance, or Follower.

Vero does not accept advertisements, a real plus for many users, but brands are able to work with influencers on the platform and pay to add a “Buy Now” button for their posts. Brands can create a Vero account and those brands whom Vero determines are capable of selling and fulfilling orders may share posts directly with their followers, i.e., those who opt-in to view posts that contain items for sale and a “buy” button to facilitate purchases.

Vero calls itself a subscription service but so far, the service is free. Registration for Vero can only be done on the app. There is no option to sign up on the website. Mashable reports that 50% of users are 21 – 40 years old and 68% male. As of March 1, 2019, there were 5 million subscribers.

Why you should consider using it: Without ads and algorithms, Vero is touted as the more “authentic” social media platform. It’s perfect for companies that want to build stronger, more meaningful relationships with their audience. Plus, because users can share such a wide range of content, it’s great for learning more about your target audience.

When evaluating which platforms are worth watching or experimenting with, here are four questions you should ask :

1. How many active users? Big numbers could mean that the platform is gaining momentum and your brand will have more opportunities to get in front of a large pool of users.
2. Are publications or thought leaders talking about it? If a platform doesn’t specify exact numbers, but marketing industry thought leaders or even news publications are discussing it, then it might be promising.
3. Will audiences be interested in the platform? While a tech novice might not enjoy TikTok, a teenager might get bored on Facebook. Younger people prefer visual apps like TikTok and Instagram. While you want to pay attention to the level of adaptability, you also pay attention to how your audience wants to interact with social media.
4. What type of content should we use to promote our brand on the platform? Always draft an action plan when introducing your brand on a new platform. If you can’t come up with any interesting ways to market your specific product on a really niche platform, you might want to postpone engaging. On the other hand, experimenting with different posting strategies could allow your brand to look creative and cool to your audience.

Thanks for reading,

Kim

Hipparchus (c.190 – c.120 BC), Ancient Greek astronomer, at the Alexandria Observatory in Egypt. At left is the armillary sphere he invented. Hipparchus is considered one of the greatest astronomers of antiquity, who calculated the length of the year. It is thought that the later work of Ptolemy was based on the work done by Hipparchus. Engraving from Vies des Savants Illustres (1877).

Making Social Media Work for B2B Companies

Hello everyone, I’m happy to return to posting after an unexpected break! An important project demanded my full attention. Apologies.

When a prospective client speaks with me about developing a plan to optimize the use of B2B social media, I ask ask that s/he name a goal or two. Most say the goal is to increase sales. Next, we talk about the difference between goals and outcomes and I tend to consider generating revenue as an outcome and not a goal. I do consider nurturing a robust sales / marketing pipeline to be a goal and I’ve found that a reasonable approach to B2B social media is to use the resource for lead generation that continually fills the pipeline with prospects.

Other uses for B2B social media include new product or service announcements, brand awareness and enhancement and relationship- building that consists of inviting customers to take a behind-the-scenes look at your organization. YouTube, LinkedIn, Facebook and Twitter can play a role when your company launches a new product or service.  If you’re able, create a 5- 10 minute video so that you and key team members can personally introduce the product and make the case for why it’s useful and which customers will be the best fit.  Post your video to the company website plus social media accounts.

Instagram is ideal for brand enhancement and awareness if your business can be expressed well in visuals.  Through well-composed and lighted photos, business leaders can create a narrative that reinforces product positioning, supports the pricing strategy, touts competitive advantages, introduces a new product, or portrays the company’s commitment to corporate social responsibility through involvement in community or philanthropic events (that you’ve documented with three or four action shots).

Instagram and YouTube can support relationship-building by enabling behind-the-scenes looks into your organization, whether in still photos or videos. Maybe you might want to show how team members unwind on late Friday afternoons, or the celebration of a team member’s work anniversary or birthday?

In the meantime, we can revisit the sales/ marketing funnel that we discussed a few weeks ago and understand how to effectively measure the impact of your B2B social media strategies through easily accessed social media and website metrics.

ToFu: Top of Funnel

Awareness takes place at this stage and a reasonable goal for the business is to expand name recognition and reach. Your newsletter, blog, or social media platform presence will be the likely draws, but keyword and voice searches could also bring interested parties to your door. It’s useful to measure your company’s reach and a good KPI (Key Performance Index) is the number of readers or visitors to each platform plus your website.

MoFu: Middle of Funnel

Casual “day-trippers” to your website or social media accounts at this level have either dismissed you or begun to demonstrate trust and commitment.  Make your content click-bait with a provocative headline that makes readers want to know more and provide content that fulfills the promise. Engagement takes place here and I think it’s safe to call this group qualified leads. Visitors will step it up and follow your blog, subscribe to your newsletter or become a fan. Your ebook is downloaded and they’re reading your case studies.

Useful KPIs include website clicks, time visitors spend on pages, following of embedded links, the number of fans and followers, positive reviews, comments, shares and “likes.”

BoFu: Bottom of Funnel

Leads at this stage of the funnel are looking to confirm details and finalize the decision of whether to do business.  Your prospect is ready to buy, but there’s no guarantee that s/he will buy from you.  Grease the wheels and present an inviting call-to-action that encourages the next step.  A Contact Us form on your website or Facebook Fan page makes a good call-to-action, as it signals a prospect’s desire for more than general information.  The offer of a free 30 minute consultation that can be scheduled by way of a phone call, SMS, or email should appear on the landing page of your website.

A time-sensitive special offer can make a difference. Try offering a tantalizing (and inexpensive to provide) upgrade or add-on to what the prospect has indicated s/he would like to purchase.  Free or discounted installation or a free product trial are also effective. The number of inquiries initiated to discuss your products or services, as well as the conversion rate of those inquiries, are the most relevant KPIs.

It’s useful for company leaders to remember that relationship – building is an integral ingredient of the recipe to reap benefits from social media. Too many business leaders want to dive into lead-gen, but your audience will have no desire to download your ebook until they know who you are and feel they can trust your expertise. Social media success is not an overnight sensation, it is a process that takes some time.

Thanks for reading,

Kim

Photograph: Julia Child on the set of The French Chef  (PBS) in 1964

Finally, A Social Media Strategy for Your B2B Company

Social Media has a B2B image problem.  Business owners, Freelancers and owners / leaders of B2B companies are for the most part able to recognize the effectiveness of Social Media marketing in the B2C realm, but many still don’t see Social Media platforms as resonating with B2B buyers, despite its pervasive use across most customer demographic groups in the U.S.

Yet numerous studies have demonstrated that the various Social Media platforms can quickly and effectively increase brand awareness and generate leads for B2B and B2C companies.  Moreover, once a Social Media strategy is developed, it’s relatively easy to implement and monitor. Consider the following statistics, courtesy of the 2019 Global Digital Report prepared by We Are Social, a top-tier digital marketing firm:

  • 76% of Americans who are on the Internet use Social Media
  • Social Media (inbound marketing) has a 100% higher lead-to-close rate than traditional marketing (outbound marketing)
  • 45% of business owners/ marketers have acquired customers through LinkedIn
  • 43% of B2B companies on Facebook report generating leads as a result
  • Brands that are on Twitter generate 2x as many leads than those who are not
  • 66% of business owners/ marketers see lead generation benefits with Social Media by putting in as little as six hours/ week

Where to start

Perhaps the simplest way to generate B2B leads with Social Media is to optimize your business page profile on the platform you decide to use.  Your business must be visible. Include a link to the company website, along with links to your blog and/or newsletter. Make your value proposition obvious and devise a compelling call-to-action that indicates to prospective customers how they can learn more about your product or service.  “Enter your email here and receive a free ebook that teaches B2B leaders how to use five Social Media platforms.

Facebook

  • Call-to-Action Button: Facebook gives business pages the option to include a call-to-action button. The seven options include Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up and Watch Video. You can send the link to a page on your business website. Here’s how you can entice browsers to get familiar with your products or services with a free offer, such as a 30 minute consultation, or a free trial of an online service.
  • About Page: Facebook provides businesses a place to list their address, phone number, hours of operation and a brief summary of their business. Be sure to complete all this information. Not only is it helpful to visitors, but also boosts the pages SEO value.

 

Instagram

B2B leaders/ owners must first understand that marketing on Instagram is less about selling the benefits of your products and services and more about establishing deeper connections with people, including industry thought-leaders and prospective clients.

Instagram is a channel where building and maintaining awareness of your brand needs to come before lead generation.  Unlike Twitter, Facebook and LinkedIn, where you can drive traffic to your site, think of Instagram as a way to grab the attention of industry influencers and prospective clients at a time when they’re not really in ‘work mode’.  When they’re not in ‘work mode’ they’re not going to be clicking links, they’re not going to be interested in being ‘sold to’.  This is your chance to seamlessly inject your brand values into their Instagram feed so it doesn’t look out of place amongst the B2Cs, friends and co-workers they also follow on Instagram.

The key to leveraging Instagram as a marketing tool for B2B buyers is to not think of it as a marketing tool at all.  Instead, think about Instagram as a way to tell your story as part of a larger online marketing strategy.

Instagram will help you to demonstrate your company’s commitment to Corporate Social Responsibility when you include three or four photos of you and your team participating in spring clean-up, or fall planting of tulip bulbs, in a public park.  You can show the celebration of a team member’s baby shower. You can even show the team sharing beer and wine and celebrating that a big project deadline was successfully met.

LinkedIn:

  • Images: As with both Facebook and Twitter, your profile and banner images can have a big impact on the success of your page. Make your profile image some recognizable variation of your company logo and be sure to mirror your header image with current marketing initiatives.
  • SEO: LinkedIn company profiles are often indexed by search engines. Be sure that the first few lines of your company description are compelling and contain your target keywords, as this text will often be used as Google’s preview text. LinkedIn users can browse the platform using keywords, meaning that this optimization will help get more eyes on your profile within the platform.
  • Showcase Pages: LinkedIn offers the ability to create separate pages to showcase products or examples of your work, such as writing. These pages live at the top of your profile in prime page real estate. Use these to help out with your lead generation efforts.

 

Twitter

  • Bio: Twitter marketing expert, Madalyn Sklar recommends that “Your bio should be compelling and inviting. Don’t be cutesy or funny. Your profile should paint your story in 160 characters and encourage me to want to learn more about you.”
  • Profile/Header Images: For most B2B organizations, your Twitter profile image should be some variation of your logo — consider color, size, and how it will look on different devices. Your image, more than your handle, is what your followers will come to recognize you for, so it’s important to keep it consistent. Your header image, on the other hand, should be changed fairly regularly to match your marketing initiatives. Running an important event? Holding a webinar? Promoting a new product? This should be reflected in your banner image.
  • Pinned Tweet: Twitter allows you to pin important tweets to the top of your feed so they don’t get lost among your other tweets. If your goal is lead generation, this tweet should contain a call-to-action and a link to your website. Consider pinning a tweet about exclusive content, a free trial, or a special product discount.
  • Open Your DMs: Make sure your Direct Messages are open to the public. That way, if customers or prospects have questions, they can come to you directly. Prepare responses to common questions ahead of time.
  • Hashtags: Studies show that tweets with hashtags generate twice the engagement as tweets without. But be careful, because too many hashtags can resemble spam. Your marketing team should develop a strategy around which hashtags to use and how often. Soon your followers, customers and prospects will catch on and use these hashtags, too.

That’s all for today. Go to work on this and we’ll pick up the thread next week.

Thanks for reading,

Kim

Photograph: Hussey’s Horse Auction (1926) at the Bonhay Cattle Market. Exeter, UK

Optimize Your Press Release For Social Media

The social media tsunami shows no sign of abating. According to 2018 data supplied by Statista, 68% of US adults have a Facebook profile and 75% of that group logs on daily. According to data supplied by the social media management platform Hootsuite, 21 % of US residents are active users of Twitter in 2018; 22 % are age 30 – 49 years and 18 % are age 50 – 64 years.

Instagram claims the loyalty of 20 % of the US population, 38 % of users are women and 26 % are men. Thirty-three percent of Instagram active users are age 30 – 49 years and 18 % are age 50 – 64 years. Sprout Social, the social media management platform, reports that 71 % of US businesses have an Instagram account.  Instagram data shows that 80 % of its users follow at least one business and 60 % of users have learned about a business through the platform.

I think you’ll agree that we  may reasonably conclude that exploiting social media’s hold on the population is a wise business decision.  Social media platforms are widely accepted in both the business and personal sectors and as indicated by the statics above, its influence continues to rapidly expand as innovators and thought leaders continually pioneer creative uses for it.

The tried-and-true press release has recently been pulled into the social media orbit.  Why not make your company’s next press release stand out to journalists and bloggers and kick it up a notch with social media tools? A press release optimized with the right social media platforms can be a savvy promotional add-on that complements the standard format you’ll send to media outlets.

Step One is to create a traditional press release that concisely and dynamically describes the who, what, when, where and why of your announcement and communicates why readers of your target media outlets, as well as your clients and social media followers, will appreciate the information.

Step Two is to customize your press release with social media that make your story pop and hook your target audience.  Let’s review the building blocks of a well-written press release:

Headline
Devise an attention-grabbing hook for your headline. Use SEO key words, wherever practical.

Sub-Headline (if needed)
There may be a second, follow-up headline that enhances or clarifies the primary headline. Use SEO key words here.

Contact
Who do interested parties contact for follow-up or more information? Include the name, title and preferred method of contact specifics.

Summary
A two or three sentence overview of the key message(s) of the press release may be appreciated, especially if it is longer than one page.

Body
Place the selling points of your media pitch here, in language that resonates with readers.  Incorporate key words for those who may be searching the topic.

Company info
Include a brief company bio with links to the company website and social media.

Social media links
Optimize your press release with social media links that enhance its storytelling power and go beyond the traditional text format. Include a brief video, two or three still photos and links to additional text that will support your story and resonate with your intended readers.

Media kit links
A soft-sell promotion of your company will be achieved when you dip into the media kit and include links to previous press releases, whether social media optimized or not. If your company has been favorably mentioned in the press, especially in articles that support the purpose of your press release, provide links.

Tags
Share your social media optimized press release on your company’s Facebook Fan page, Twitter hashtags and social bookmarking sites.

Thanks for reading,
Kim

Image: A poem for “The Pavilion with Various Views,” attributed to Mi Fu (1051 – 1107) Northern Song Dynasty, China

Competitive Intelligence: The Role of Social Media

To those who think you know all the ins and outs of using social media, fasten your seat belts.  If you created a LinkedIn profile at the turn of the century, started out with MySpace and later jumped to Facebook, became an early adopter of Vine and now work Snapchat, I have news for you.  Social media platforms are not just one-way PR broadcast channels that let you tell the world how brilliant and popular you are.  You can (and should) do some of that, but there is more.

Maybe you already do more?  You regularly use social media to encourage comments from customers about their experiences when doing business with your company.  You understand that social media is a two-way street.  But, still, there is so much more.

Social media can be effectively used not only for inbound and outbound marketing, but also for keeping tabs on competitors.  Social media is ideal for gathering competitive intelligence that can make you a smarter marketer, salesperson and business owner.  Here’s how.

First, determine who your competitors are, something that’s not always easy and obvious for B2B service providers.  Discover who your competitors are by meeting them.  The most efficient method to meet your competition is to join a professional society, where you’ll meet fellow accountants, life science marketers, event planners, etc., or join one or more chambers of commerce.  In four or five visits, you’ll meet a good cross-section of peers who do what you do, or something very similar.

Make it a point to talk to these people. Get to know them somewhat and exchange business cards, for they are not your enemy.  In fact, they can probably give you some valuable advice.  You should be willing to share a pearl or two of wisdom with them in return, as long as you don’t give away any proprietary information.

Once their business cards are in your possession, the second thing you’ll do is set up Google Alerts, so you’ll receive notice of their company’s print or online mentions, at no charge.  Whatever your competitors choose to publicly announce, you’ll quickly know.  It will be so enlightening to have the PR of competitors delivered directly to your inbox.

You’ll learn who will keynote at a conference, who will moderate or serve on a panel, who’s released a new product or service, who gets quoted in local or national press, or who will teach as an adjunct professor this semester.  Discover who’s quoted you, or if there are sites linking to your website or blog.  Monitor the content marketing of competitors (e.g., blogs and newsletters) and assess the perspectives and even the expertise of those whom you’re working against.

You can also receive alerts for your own company, to reveal what others are saying about your enterprise.  You’ll learn whether you have supporters who give you compliments in newsletters or blogs, or if someone is undermining you on social media.  Use competitive intelligence to shape your response and support your reputation management.

Regarding the successes of competitors, there’s no mandate to imitate what they do and that’s all to the good.  Be yourself.  But what you learn may inspire you to take, or not take, certain actions based on information you’ve gleaned from the three or four competitors you select to follow.  Set up a Google Alerts account to track key words and phrases and you’ll be happy that you did.

You might also try Hootsuite, a paid service, and use it to search podcasts and webinars by topic and engage in social media listening, for less than $20/month.  The primary role of Hootsuite is to allow users to write posts and manage all of their social media accounts from one site.  Those who are active on multiple platforms find Hootsuite very convenient.  Plus, the analytics reports included with the service reveal which of your social media tactics and strategies are worthwhile and which need rethinking.

Finally, if you can budget $80/month, then take a deep dive into your competitors’ content marketing activities with BuzzSumo.  Examine which content is getting traction for competitors, the shares competitors’ content receives and how your company’s content stacks up in comparison.  It’s possible to receive an update each time selected competitors publish content and you’ll also be able to compare the overall performance of your company’s content with that of competitors.

Thanks for reading,

Kim

Image: His Master’s Voice (1898), starring Nipper the dog, by British painter Francis Barraud. In 1901, the painting became the logo of what would eventually become RCA Victor.  EMI, JVC and HMV (His Master’s Voice) have also owned the logo rights.

 

Finally Figuring Out Social Media

Consider, if you will, that you are using all of your company’s social media platforms like a naïve amateur, no matter how long you’ve been active on Facebook or how quickly you jumped onto Twitter and Instagram.  Chances are you do not have a realistic definition of social media marketing campaign success.  You cannot demonstrate meaningful ROI for the strategies you’ve employed.

The fact of the matter is, you are using the wrong measurements to document social media marketing campaign success.  You have been misled and you are confused.  Followers, shares, comments and likes are widely considered the gold standard social media metrics, but does that “engagement” correlate with or generate sales revenue and referrals? Let’s lift the curtain and sort this out.

It’s time to think about social media marketing in the way you do traditional marketing campaigns, including advertising and sales strategies, and apply the same expectations.  Social media campaigns are marketing campaigns, too, and not a stand-alone entity.  Please shift your social media marketing goals and objectives to what is tangible and measurable and bring real value to your customers and organization.  Various social media platforms can take a credible supporting role in the following marketing goals, for example:

  • Raising brand awareness
  • New product or service launch
  • Lead generation
  • Increasing sales
  • Special events promotion
  • Facilitating and/or improving customer service
  • Obtaining donations (not-for-profit sector)
  • Recruiting volunteers (not-for-profit sector)

Once you’ve identified your marketing goals, determine which platforms seem most suitable for your message and which will reach the selected target market groups.  Then, select the content—blog, tweeted updates, YouTube videos, Instagram photos, announcements on Facebook, for example—that will most effectively communicate your message and resonate with your target markets.

Be aware that unlike traditional marketing methods, which fly at 30,000 feet, social media outreach is an ongoing conversation and the best way to attract and retain visitors and followers who might convert into your customers and referrers is to get personal.  Use social media to speak directly to your audience.  Answer questions that will help to familiarize them with your products and services and understand their features, advantages and benefits.  Display visual images of your brand and what it stands for. Include audiovisuals that let influencers give testimonials.  Solve problems, deliver timely information.  Be a cool and helpful friend.

To help you schedule and manage the integration of multi-platform social media campaigns and ongoing outreach across various departments in a larger business organization, investigate Buffer and Hootesuite, or other social media management services.

Now, to measure the effectiveness of your campaigns.  On your own, you can record selected Key Performance Indicators that immediately precede your revised social media strategies.  In six months and then again in 12 months, revisit those KPIs.  Additionally, Google Analytics is a useful tool to sort through social media activity on all of your channels and report on engagement that leads to a sale processed on the company website, event registrations, signs-ups to receive your blog or newsletter, not-for-profit organization fundraising donations received and requests for additional product or service information, for example.

When you approach social media marketing campaigns correctly, you can receive lots of actionable information.  But in order to receive information that will make a difference in you company’s bottom line, you need to ask the right questions and apply the right metrics.

Thanks for reading,

Kim

Photograph: Teletype operator (circa 1941-1945) courtesy of the National Archives           Teletype technology allowed typed messages to be transmitted electronically from point to point to a single or multiple recipients, including sent and received messages. The teletypewriter evolved through many upgrades, starting in 1835 and it was adopted by the Federal Aviation Administration in 1938.  Essentially, teletype was early email.