3 Ways to Refresh Your Restaurant’s Digital Marketing

22Apr

Making it as a restaurateur is never easy, but it’s especially challenging when you’re not using digital marketing best practices. Two things that should never be stale? Your food and your marketing strategy!

Don’t worry if you’re not sure how to revamp your restaurant’s digital marketing. That’s what I’m for! My agency has helped a lot of restaurants over the years, and here are the 3 big tips that you need to know.

1. Stop With the Basic Photos
At the start, every restaurant posts nothing but pictures of their menus and their dishes. And I get the logic, “Look how good our food looks! Don’t you want to eat this?” But if you’re focusing that heavily on posting pictures of your entrees on Instagram, you’re missing even better opportunities.

Why not show off your restaurant instead? Or your staff, or your promotions, or anything else that’s more interesting than making your followers stare at a souffle?

When you show off your restaurant (instead of the food), you’re showing people what the atmosphere is like. That means they’ll be able to imagine an actual meal at your location, which in turn makes them more likely to want to visit.

Sharing photos of your staff or kitchen area can also give your audience a “behind the scenes” feeling that makes them more interested in your brand. Social platforms are where people go to connect, so help them connect with your restaurant!

With all of that said, there are still times when it’s a good idea to post pictures of your menu or entrees: when there are changes. If you’re rolling out a new menu item, showcase it! Did you recently redesign your menu? Show your customers! But don’t make those things the basis of your digital marketing content. The only goal you’ll accomplish is boring your customers to tears.

2. Update Your Listings
If you’re running a successful restaurant, then you’ve probably been in business for a few years. When was the last time you updated the visuals on those listings? Don’t think I just mean your website, either. This includes every social media page you’re on and your Google My Business profile.

Even if you haven’t had your entire restaurant redone, take a new photo! Camera quality can determine how good an image is, and I’ll bet that your current phone has a better camera than the one you used to take restaurant photos 7 years ago. For this reason, even if you make no changes whatsoever, I’d say to update your listing photos every 3 years at the extreme minimum.

What changes call for new photos? Basically all of them. If you repainted a wall, take a photo! If you got new tables, take a photo! You get the idea. If customers are going to see the best possible version of your restaurant, then they need to see your latest upgrades. Don’t let laziness drive your customers away!

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3. Add Bios On Every Site
As a marketer, the best thing you can do is talk about yourself! Well, your business, anyway.

People want to know the story of your restaurant, and you should tell them! What makes you unique? What sets you apart from competitors? If you can’t answer those questions (and demonstrate the answers to your audience), you’ll lose business! Here are all the places where you should have a bio for your business:

Twitter
Facebook
LinkedIn
Instagram
Your Website
Google My Business

Obviously a Twitter bio doesn’t have enough space for your restaurant’s full story, but be sure to add your website link so people can learn more about you. Don’t think that you can copy and paste, either! What people want to read on Facebook, LinkedIn, Google My Business, etc. is going to be different. Cater the copy to each site if you want to really engage with that platform’s users!

Don’t Slack
You didn’t get a successful restaurant by taking the easy way, so don’t start now! Take the time and make sure you’re doing your digital marketing correctly, because your competitors will be. You’ve got the tools, so there’s no excuse not to use these digital marketing tips for your restaurant!

If this all sounds like too much, don’t worry. I’ll help you sort it out during your free consultation with The Go! Agency!

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How to Optimize Your Google My Business Listing

By Christopher Tompkins

17Apr

Social Media

Local businesses can’t succeed online without optimized Google My Business (GMB) listings. First impressions are everything, and your GMB profile is the first thing that a lot of your potential customers will see. Why not make it impressive?

The number one reason I hear that local businesses don’t use GMB is that they’re not sure what they’re supposed to do. You fill in your business’ name, address, and…then what? I’m going to walk you through how to optimize your GMB listing so you can catch up to your local competitors!

Add a Business Description
Let people know who you are! Whether your local business’ name is something obscure like “Vulture Inc.” or it’s super clear like “Jim’s Pants Shack,” not having a business description is a missed opportunity.

No matter how you write it, it’s going to give your brand a distinct voice. If you do it well, a business description can give your brand a more human aspect for people to connect with. If I’m looking for a jeweler and find “Stefano’s Luxury Diamonds” then I’ve got some idea of who they are, but when I read a description describing their “60 years of jeweler experience to provide customers with unparalleled service and expertise that blah blah blah,” I get a better sense for who they are and if they’re who I want to buy from.

Never treat a business description as optional. You need it, and just as importantly, it needs to be clear, on-brand, and error free!

Fix Any Inconsistencies
Your listings need to have the same information across all platforms. No duh, right? But think of the areas you might be overlooking. Are your hours EXACTLY the same? I can’t tell you how often I see local businesses listed as open 9:00am-5:30pm on one site and 9:00am-4:30pm on another, and trust me, that’s going to matter to your customers. If you don’t know your own hours, why should they come by and hope you’re open?

The same rule applies to spelling your business’ name, your address, etc. But it doesn’t stop with information issues! Your style needs to be the same across platforms. So if your Twitter bio says you work on, “Planes, trains, and automobiles!” then your GMB listing can’t say you’ll handle “Planes, trains and automobiles!” Believe it or not, commas matter!

Take a good chunk of time to check this. You don’t want to post a listing and find a mistake three months later!

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Check On Your Customers
If you haven’t heard; a LOT of people use Google. When a potential customer looks you up on Google and they have a question, they’re going to ask on your GMB page. And if you don’t answer, you can kiss their business goodbye.

82% of customers expect immediate responses, so don’t think you can get away with checking your GMB listing every other day. You need to have alerts set for customer questions and be actively monitoring the page to make sure you haven’t missed anything.

You should also set up messaging so that customers can reach your cell phone directly. This way you’ll be able to answer any questions as they arise and earn the confidence of your local customers!

If it sounds like a lot of work, it is! But the alternative is losing local business, so think of it as a necessary evil.

Post Updates
While you don’t need daily updates like on Facebook or Twitter, GMB is a great place to share details about your latest sale, event, or blog post. You already know that your local audiences are going to see your GMB listing, and these features are crucial in drawing them in!

Posts stay live for seven days after posting them, so bear this in mind when you’re scheduling your GMB content. Old posts are still visible on your listing, but they’ll be pushed down by newer GMB updates. Bear this in mind when building a content mix and recycling old content!

Don’t Think Small
Optimizing your GMB listing isn’t as simple as filling out a box or checking on things twice a month. You need to be engaged, proactive, and present with your listing. Take this advice and make some big changes to your GMB listing if you want to succeed!

Does this all sound like a lot to handle? Let’s talk about your business’ GMB listing during your free consultation with The Go! Agency!

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3 Things You Should Be Doing on LinkedIn But Aren’t

By Christopher Tompkins

15Apr

LinkedIn, Social Media

The reason that so many otherwise great local businesses fail on LinkedIn is that they’re not really sure what to do. They look at Google publishing white papers and Wal-Mart rolling out national promotional campaigns, and they’re not really sure what their role is on the platform. Lucky for you, I’ve got the answer.

I’m going to cover what your local business should be posting on LinkedIn and how you should be posting it. Let’s catch you up on the LinkedIn strategies you’ve been missing!

Say Something Meaningful
As a local business, you don’t have the reach or the bottomless resources of a Fortune 500 company. But what you do have (hopefully) is a point of view. You’re working in your industry every day—use that knowledge to offer insight that only you can provide!

One tactic that The Go! Agency uses for our clients is to curate content then share it with something meaningful attached. So if you were a fashion boutique, you might share a post about a runway in Paris with your thoughts about the styles.

“But Christopher!” You say, “I don’t want people to care about that fashion show in Paris, I want them to care about my local business!”

Think bigger picture. Sure, the article isn’t about how great your business is, but it shows that you know what you’re talking about when it comes to fashion. It establishes you as an authority, so that when people in your area are looking at your LinkedIn page, they’re impressed and interested in your brand.

There’s more to succeeding on LinkedIn than just having a point of view, though. You need to say it before people get bored.

Make It Quick
On every social media platform, users are scrolling through their feeds, paying (at most) half attention to what they’re looking at. That means you have to spit it out!

No matter how good your insight is, I promise you that nobody wants to read an essay before they even get to the article you’re sharing. Keep your LinkedIn posts to two short sentences AT THE MOST. If you can manage it, fewer than 100 characters is ideal.

While this does limit the nuance you can give in your posts, it also makes it easier for people to see what you’re talking about. That means more engagements, more connections, and more business opportunities going forward. Save the long-form content for the blogs and make sure that your LinkedIn updates will actually get read!

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Join Relevant Groups
If you’re not joining LinkedIn groups, you’re missing a great opportunity to connect with people who would engage with your business. If you’re a salon, join some beauty groups! If you’re a restaurant, join a group for foodies! Whatever industry you’re in, there is going to be a LinkedIn group for your business.

Once you get in these groups, don’t be silent. Strike up some conversations! The key word here is “conversations,” though. You can’t just post constantly in the same group and hope that people will engage with you. Not only is that ineffective, but it’s a great way to get banned by a moderator for spamming the group.

Instead, like and comment on other people’s posts in the group. If you’re engaging with their content, they’re likely to reciprocate and send some attention your way. Just be sure to do the same when someone likes or comments on one of your posts!

Use This Advice ASAP
I’ve seen countless small businesses fail to use these best practices on LinkedIn—don’t be one of them! Starting today means you’re late, so hop on this train before you miss your chance for your small business to succeed on LinkedIn.

Could you use some more advice on how to succeed on LinkedIn? Schedule your free consultation with The Go! Agency!

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Why Your Successful Local Business Needs Digital Marketing

By Christopher Tompkins

8Apr

Social Media

Making a local business successful is never easy—congratulations! You feel stable and you’re netting a nice profit, so you might not realize how important it is to invest in social media while you’re ahead. Let me fix that for you.

Too many times I’ve been talking to a potential client who insists that they’re successful and don’t need social media, only to look them up a year later and find that they went out of business. And they weren’t entirely wrong; these were successful local businesses! But ultimately, it doesn’t matter how successful you are, because you will always need social media.

Here’s why.

Competition Is Everywhere
Sometimes local businesses luck out and won’t have any competition for stretches of time. That’s great and makes your job easier, but you can’t count on that lasting. Let me share a real example that I’ve seen happen over and over again.

I was trying to get an Italian restaurant (let’s call them “Pastasciutta”) signed on for a social media package, but their numbers were good and they didn’t see any reason to put money into their digital marketing. And I assume that worked fine, until three months later when a new Italian restaurant moved in just a couple blocks away.

I don’t know if the new place’s food was actually better than the original’s, but they were more active on social media, so they started to get a good local following. They weren’t taking all of Pastaciutta’s customers, but a big enough portion left that the restaurant was noticeably emptier even at their peak times.

Without their own social media presence, Pastaciutta just couldn’t compete. The new place ended up moving 8 months later, but by that point, Pastaciutta had lost so much revenue that they had to close.

What’s the moral of this story? 1. Give your Italian restaurant a better name than Pastaciutta and 2. Your local business is not too good for social media. Just because it’s feast today doesn’t mean you’re safe from famine tomorrow!

I think there’s another lesson that we can pull from this story, too.

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Customers Are Fickle
If brand loyalty isn’t dead, it’s certainly on life support. A common mistake I see is assuming that people are going to support your business unconditionally. After all, if someone makes a purchase from you and you know it’s a great product, you can count on that repeat business, right?

You can’t.

It doesn’t matter if you’re the best deli/bar/haberdashery in the county; customers care infinitely more about who your brand is than what you’re selling. That’s where social media comes in! Social media marketing isn’t, at its core, about pushing your latest products or talking about how great you are (although that’s definitely a part of it). The goal of any social media campaign is to engage with the audience to form connections, and if there is ANY way to earn brand loyalty in 2019, that’s the way to do it.

And “mom and pop” store owners, don’t think you’re immune! Great customer service is nice, but people are forgetful. Unless you’re keeping your store’s name fresh in your audience’s mind, they’re not going to remember how you helped them find the perfect product or how friendly your smile was when they came through the door.

Yes, Social Is Right for You
If you want to maintain your local business’ success, then social media marketing is just non-negotiable. Don’t wait until it’s too late! Start looking into how your local business can succeed with social media.

Do you need some help planning your new social media strategy? Schedule your free consultation with The Go! Agency!

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How to Get Started With Facebook Ads

By Christopher Tompkins

14Jan

Advertising, Facebook, Social Media

We’ve established why Facebook ads are so effective, but what are you supposed to do now that you know? For someone who isn’t familiar, the Facebook ad interface can be a little confusing. That’s why I’m here!

My team and I have been using Facebook ads for years, and I want to use that expertise to help you get started. I’m going to break down the different types of Facebook ads and how you can find the right ad for your business!

1. Traffic Ads
Facebook Traffic Ads (AKA Link Click Ads) are ideal for getting people to visit your external website. You’ve got a headline, a visual, and 90 characters worth of ad copy. With these ads, you’ll want something quick and punchy that encourages people to visit your site while still adhering to your brand’s voice.

If you’ve got ways to sell your products on your website or want to get people reading more about your brand, this is a really simple, straightforward ad option to get your feet wet.

2. Boosted Posts
In the previous article, I talked about how your organic content can’t reach most of your audience. And that’s true—unless you’re boosting your posts.

Have a great piece of social media copy that you think could really get some attention if it landed in front of the right people? Boost it! You’ve already got the post out there, so why not put some money behind it and make sure people are actually seeing it?

Note: The quality and content of your post are very relevant here. Only boost posts that make sense to invest in. If you wrote a promotional post with a link to your online store, that’s probably worth boosting. If you wished your followers a happy Valentine’s Day, that probably isn’t worth sinking ad dollars into!

3. Carousel Ads
Do you have a variety of products you want to show off without creating a handful of individual ads? Carousel Ads showcase up to ten products and images/videos with links to the corresponding page on your website or digital store.

This ad style was literally made for eCommerce professionals who are looking to drive sales from their website. If that doesn’t sound like you, this is also a great way for marketers to test out multiple ad styles/images/headlines to see what pulls!

4. Instant Experience Ads
Instant Experience Ads, formerly known as Canvas ads, are mobile-only advertisements that fill the viewer’s screen. This interactive ad type gives viewers a comprehensive experience where they can swipe through multiple pages filled with your links, visuals, texts, or all of the above!

Instant Experience Ads are similar to Traffic Ads, except they’re a lot more involved (which often makes them more effective, too). There are elements of copywriting and graphic design that need to blend seamlessly here, so I’d recommend these ads for someone who’s looking to sell and has an experienced team behind them.

5. Leads Ads
If you’re focusing on growing your follower count or subscribers to your email list, leads ads could be a good fit. These advertisements let viewers sign up for your offer without ever leaving Facebook, which greatly increases your odds of getting sign ups. Don’t underestimate the value that people will put on convenience!

You’ll be able to view your new leads from your Facebook ads account, and from there you can transfer them wherever you need. I’d recommend Leads Ads to businesses that are starting to delve into email marketing or for new businesses that are starting to develop a following outside of Facebook.

Add Some Ads
Without Facebook ads, your social media marketing strategy is incomplete. There’s a big, wide, virtual world out there, so don’t miss out on it! Use this breakdown of the different Facebook ad types as a starting point for figuring out how Facebook ads can work for your business.

Still need some help setting up your Facebook ads? Schedule your free consultation with The Go! Agency!

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Why Invest in Facebook Advertising?

By Christopher Tompkins

9Jan

Advertising, Facebook, Social Media

In 2017, advertisers spent almost $300 million in Facebook ads, and I’m sure you’ve had more than a few people suggest Facebook advertising to you. But why? What makes Facebook such an appealing platform for marketers? And, more importantly, why should your business already be advertising through Facebook?

There are a number of reasons, and I’ve compiled the biggest ones to help you understand why Facebook ads are absolutely worth the investment. Let’s talk about this staple of social media marketing!

Facebook Is Kind of a Big Deal
In case you hadn’t heard, pretty much everyone is on Facebook. Your coworkers, your weird cousin, and virtually anyone else you can think of is on there. The latest numbers show that Facebook has 1.49 billion users every day. That means your target audience is definitely on there and waiting to hear from you!

Almost one and a half billion users also means that you’re definitely going to find your target audience on there. You might see that number and think, “Okay, but my local business isn’t going to be appealing to most of those people.” And while that’s true, you can set your ads to target people in your specific location with whatever identifying characteristics you want (age, gender, political views, etc.). So even if you’re only reaching out to 200 of that 1.49 billion, that’s still 200 people who are likely to love your business!

Posting Isn’t Enough
If you saw the above number and thought that your Facebook posts were already reaching those people, I’ve got some bad news for you. Most of your followers aren’t seeing your posts.

Because of recent algorithm changes, even people who have signed up to see your content aren’t going to see it on their feeds. Since Facebook is now prioritizing organic content, regular posts from your business are far less likely to actually reach your audience.

The exception? Facebook advertising. The more money you put into your content on Facebook, the more likely it’s going to be shown to your target audience! So if you’re holding out hope for getting by with just organic reach, 2019 is the time to let that dream go!

Promotion for Organic Content
Facebook ads don’t just share that specific message, either. Because more people are going to see your ads than your regular posts, you’re more likely to get shares that spread your message even further!

And yes, people do share ads on Facebook, provided they’re well-written and engaging. This way, Facebook ads are getting more people on your page in addition to the ad’s intended purpose, which will make your organic content more effective in the future!

Facebook Ads Are (Comparatively) Cheap
It may not feel like it when you’re setting up the ad, but Facebook ads are remarkably affordable. This means that small business owners have no excuse not to be using them! If you’re really strapped for cash, just set an ad budget so that your ad doesn’t go over what you can afford.

Don’t take this as an excuse to pinch pennies, though. It might feel nice to run an ad for $5, but your results are going to be much better if you put some real money into your ads. If $5 gets you 3 clicks, imagine how many more you could get with $50!

Make a Change
Just because Facebook ads are new doesn’t mean they aren’t worth starting! You know why Facebook ads are so effective and worth using, so use that knowledge to take steps forward. It’s the start of a New Year, so don’t waste time considering this marketing strategy and not acting!

It’s normal to need a little help when you get started with Facebook ads. Contact The Go! Agency and we’ll talk about your social media marketing campaign!

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Your Ultimate Holiday Marketing Strategy Checklist

By Christopher Tompkins

3Sep

Advertising, Business, Facebook Advertising, Local Marketing, Marketing

As the summer draws to an end, the kids go back to school, adults pack away their summer wardrobes, and everyone begins to settle back into the hectic autumn schedules.

But something seems . . . wrong.

It’s barely September, but suddenly we see Halloween decorations everywhere. Thanksgiving-themed wreaths abound. Turkeys and Santas have begun rearing their ugly heads! It’s bad enough that holiday decorations are on display before the leaves change, but why are Christmas trees already 25% off???

Well folks, ’tis the season to commiserate about how annoying it is that the holidays are stretched out just a little bit longer–and start a little bit earlier–each year.

While Christmas is my absolute favorite holiday (yes, I get really into it), even I roll my eyes when I see Christmas wrapping paper in stores before I need to use my car’s heater.

But instead of seeing this trend as an annoyance, I have a much more productive angle for you. This “Christmas creep” is a wake-up call for your fall marketing campaign! If you have not yet created your marketing strategy and budget for the holiday season (roughly November through January), September is your last chance!

Why am I telling you this? Because in my ten years handling clients at The Go! Agency, I have seen first-hand how last-minute planning can sabotage a company’s holiday earnings. Too many brands waste time and lose money by procrastinating this time of year. The less time that you spend planning your holiday marketing strategy, the less success you will have against the better-thought-out campaigns of your competitors.

Based on my experience, I have identified specific aspects that you should start thinking about NOW in order to kick-start your holiday marketing strategy. Keep in mind that each business is unique (whether you sell products or provide a service), so this is just a springboard for your planning efforts for the season.

Without further ado, let’s jump in! The Go! Agency presents your Ultimate Holiday Marketing Strategy Checklist!

Goals: Of course, goals are the first thing that you need to establish when planning any marketing campaign. What are your goals for the holiday season? Do you want to increase leads and sales? Do you want to receive more brand recognition? More website traffic?
Objectives: Objectives, my friend, are measurable goals. Think of it this way: if your goal is at the top of a staircase, each step would be an objective. Here are a few good examples of objectives: ten new leads per month, ten new sales per month, 1,000 post impressions, or increasing web traffic by 25 percent.
Timing: Should your fall marketing focus on the major winter holidays, or the late autumn holidays? The Christmas holidays are huge for most brands, but you might see increased sales earlier, around Halloween or Thanksgiving!
Discounts/Promotions: Are you prepared to offer any special discounts or package promotions? You better decide now! Even so-called “flash sales” require a lot of planning and preparation. And if you want to have a Black Friday special, you can never start planning too early!
Labor: Do you have the right people in place to execute your holiday marketing campaign, or will you need to look beyond your current staff? For instance, you might have a great marketing manager, but you need an SEO specialist for one part of your holiday strategy. You had better move fast: the demand for talent around the holidays is fierce! Even freelancers can be booked months in advance.
Advertising: This is a key component, especially when it comes to social media marketing. Did you include this crucial piece in your budget for holiday promotions? Where are you going to advertise? How much can you spend on ads? Hey, speaking of which . . .
Budget: You need to account for outsourcing, advertising, and who knows what else! Do you have a budget in place for–or any money left from your annual budget to use on–your holiday promotions? (Pro tip: you should create a specific holiday budget into your annual budget when you pitch it each year and then earmark the funds for the fourth quarter.)
Schedule and Timeline: You need to map out the deadlines for every aspect of your marketing campaign, from creating content to determining release dates. It can be as rigid or as flexible as you need.
Measurements: What tools will you use to measure the effectiveness of this campaign? How will you quantify your goals? This will help you not only determine your success but also refine your future holiday strategy.
Competition: Not sure if you are on the right track? What’s the competition doing for the holidays? Take a look at the strategies of others in your industry (especially direct competitors). The findings may be surprising, but will always be helpful.

These ten items will help you focus on the holiday season so that your marketing campaign does not get left out in the (ahem) cold.

Remember: they sell Christmas trees in August because people will buy them–it’s basic supply and demand. The next time you notice any pre-seasonal cheer, take it as a reminder that you need to get your holiday marketing game in full gear! Keep your eyes on the prize, double down on strategy, carefully consider your budget, and don’t be afraid to think outside of the box. It’s time to get to work!

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Why Am I Not Getting Leads from My Facebook Page?

By Christopher Tompkins

28Aug

Advertising, Facebook, Facebook Advertising, Social Media

…or How to Succeed in Facebook by Really Trying

As the CEO and Head Strategist of a social media-centric online marketing agency for the past ten years, hundreds of new clients looking to turn their Facebook fortunes around have asked me this question. And they all have a similar story . . . .

You are a business owner, marketer, or sales person who is managing the Facebook Page for your business. You have heard about the wonders and riches that Facebook is bringing others in your industry, and have read countless articles about how to make it work for your company. The articles all seem to repeat the same formula:

Focus on content.
Tell your story.
Be consistent with your messaging strategy.
Use visuals.
Pray to the Facebook gods for results.

You have tried all of these elements . . . why oh why are you not getting any results?

First, let’s take a look at that term “results.” Do you know what type of results that you could expect from a Facebook marketing campaign? Have you set goals? Have you set measurable objectives?

No?

This is the first reason why you are not getting leads from Facebook. No success metrics are in place.

For all marketing initiatives, one of the key elements that you must consider is what measurable outcomes you expect and are working towards. While many people still hang onto the fact that they cannot secure a true ROI of Facebook marketing, it’s hard to find ROI when you haven’t defined the terms!

So the number one item missing from your Facebook Page marketing strategy is your objective. You need at least two (yes, count them–TWO) objectives that you would like to achieve. These could be awareness (reach, impressions), audience growth, or even engagement. Putting a number to these will help you see the power of your page and where you need to focus going forward.

Secondly, how much are you spending on Facebook Advertising? Nothing? Then you are pretty much done here. Given how the Facebook algorithm is built, if you don’t have a decent budget for advertising, then your content will probably never reach your target consumers. If it doesn’t reach your target consumers, you can’t get them to engage with you, learn about your services or products, and move through to your website to purchase or get more information.

What I want you to understand is that Facebook success is not free initially. You have to pay to be seen. Then if you build the right market, put out the right content, and get the right level of engagement, you will be on your way to sustained success. With an ongoing advertising budget in place, you will be able to continually add more new people to this funnel and perpetuate success.

But what is success? That takes me back to the first point: create and name measurable objectives. Based on those objectives, create a Facebook advertising campaign (or four). Reap the results and repeat.

Are you still wondering what you are missing about Facebook Marketing? You are not tracking your goals realistically and your Facebook Advertising campaign is either weak, nonexistent, or is thirsting for more from your budget.

Think what you would make on a typical client (what you would net). Try creating an ad with that demographic in mind that is aimed at fulfilling one of your objectives. Run it and see how it does. Then refine and repeat. Testing is not a bad thing and will help you get closer to your goal. Just remember to have one to begin with.

Is Your Social Media Marketing Company a Good Fit?

By Christopher Tompkins

23Jul

Social Media

No one should settle for “meh” when it comes to social media marketing companies. Some of those companies just can’t hack it–and make the rest of us look bad in the process. How will you be able to tell that your prospective social media marketing agency is worth the investment? Here are some hallmarks of a good social media marketing firm.

1. The staff members fill specific roles.

The smaller the firm, the more hats each employee wears. However, great social media marketing companies will have team members with specific jobs (account managers, content writers, graphic designers, etc.). That’s because those companies want these tasks to be completed by people who know what they’re doing. Sure, sometimes an account manager might throw together some graphics as a place holder, or the team will split the duties of a coworker who’s on leave, but generally all roles are clearly defined.

2. The firm is focused on your long-term success.

You want a firm that looks at the big picture. These firms won’t waste resources on campaigns or tactics that will not have lasting effects. The managers strategize with you on a monthly basis, but with an eye on their annual strategy for your brand. This technique can be slow to take-off, but then will yield steady results. Such social media management companies are proving that they are invested in their clients.

3. Your account reps are accessible and responsive.

(Please note the tacit “within reason.” Few reps will be on-call 24/7/365, unless otherwise stated and even then only in case of an actual emergency.) If you have a question, you can easily reach them for an answer. If you have a problem, they will address it immediately. You should be able to get into contact with the correct person when necessary. On a slightly related note, good firms have low turnover. This is great because it means you will probably keep the same account manager or creative team throughout your relationship with the firm. This also indicates that the firm has good management and reliable employees.

4. They listen to and address your concerns.

A good social media marketing agency will work with you. True, you might disagree with their advice, but they won’t force you to follow it. They will be knowledgeable about your situation and will have researched the challenges facing your industry. They have a vested interest in your success, so they will try to persuade you on the best marketing strategies. Bad social media marketers take the maxim, “the customer is always right,” to an extreme–agreeing with every idea from the client, no matter how wasteful, silly, or damaging.

5. Good social media marketing firms have successful track records.

These agencies proudly display portfolios of previous campaigns and testimonials from satisfied clients. They have nothing to hide. Reputation matters: your agent should be able to provide references upon request.

What do you look for when hiring a social media marketing agency? Tell us in the comments!

How does your current social media marketing firm measure up? The Go! Agency has the digital marketing skills you need to thrive in the modern marketplace! Contact us today for a free consultation!

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The Best Instagram Tools You’re Not Using

By Christopher Tompkins

19Jul

Instagram, Social Media

Instagram has cemented itself as the premier social media platform of 2018. Less confrontational than Twitter, less esoteric than Tumblr, and more careful with your information than Facebook, Instagram is attracting users in droves. It is no longer just a collection of latte art, food porn, and bathroom-mirror-selfies: Instagram has risen to the top of the pack for social media marketing opportunities.

Unfortunately, some brands aren’t taking advantage of all Instagram has to offer. Are you getting the most out of your Instagram account? Today we’ll discuss the features that you should be using (but probably aren’t).

Feed

• Following hashtags: Just like on Twitter or Tumblr, you can follow hashtags on Instagram. This will allow you to keep track of trends, influencers, and even your own brand’s hashtags!

• Muting users: Muting allows you to hide people from your feed without actually unfollowing them. This feature is a boon to anyone who is tired of seeing post after post of a friend’s baby (scientific fact: All newborns look like Yoda, no matter what filter you use), but can be equally beneficial to marketers who want to grow their brands! You can follow back without being bombarded with unwanted content.

Stories

• Archiving: Instagram Stories are fun yet fleeting–like the bloom of the Arizona’s Queen of the Night cactus, or a Twitter feud. You post a topical, silly, or fascinating video, and it disappears forever after twenty-four hours. Not anymore! Now you can choose to archive Stories, preserving them forever in your profile. Just go to your Insights to find them all. Note: only account owners will be able to see archived Stories.

• Highlighting: Basically, these are curated collections of your archived Stories. Archiving Stories just keeps them in the back end of the app. If you want users to be able to see these Stories again or if you want to organize them into channels, you can create a Highlight channel. Each Highlight contains Stories grouped by theme. Technically, you can decide to group your highlights by any way you see fit (“Stories Featuring a Mike,” “Stories Featuring Mike’s Right Thumb,” e.g.), but theme is your safest bet.

Posts

• Descriptions: It is almost ludicrous how many Instagram users waste the opportunity for content marketing. Including hashtags and mentions in descriptions will help users–i.e., potential customers–find you.

• Filtering Comments: Trolls happen, so do bots, spammers, and lonely Russian singles who would love to chat with you. All of these miscreants will create new accounts as fast as you can block them. Thankfully, you can filter comments on Instagram! Filter according to keywords, phrases, or hashtags. This filter works on the “set it and forget it” principle: these comments are removed automatically.

• Hashtagging: Sometimes 30 tags just won’t cut it. What’s an enterprising user to do? You can repost content using all-new hashtags! Just delete the comment with the old hashtags and post a comment with fresh hashtags.

Overall

• Instagram Tutorials: Instagram wants to help you have the best possible experience on its platform. Topics range from improving your profile to building a community. Find these in the Business Settings on the app.

• Utilizing hashtags to build communities: Social media is all about connection, and Instagram is no different. Communities center around common hashtags. These hashtags range from hobbies (#NaNoWriMo, #inktober), to interests (#caturday, #yogaeverydamnday), to social causes (#PuberMe, #bodypositive).

When clients ask us what they’re doing wrong, we often respond that the problem is what they’re not doing. A tool can’t benefit you if you don’t use it to its full potential. Instagram has many more innovative and attractive features at your disposal — all you have to do is use them!

Do you want to get the most out of your social media marketing strategy? That’s why we’re here! We can help you streamline your social media channels, create a cohesive message, and attract your ideal customer. Contact us today for your free consultation!

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Tag : digital marketing

…or How to Succeed in Facebook by Really Trying