4 Ways To Add A Human Element To Social Media Marketing

16Apr

Here’s one of the biggest secrets of the social media marketing world — people like to speak with other people. The human element of our work is what makes it stand out from any other form of content marketing. Brands can connect with customers and build lasting, long-term relationships like never before. But how do you add a healthy dose of humanity to your content strategy?

We recently spoke with Todd, the marketing manager of a fast-growing app company. While being firmly set in the tech world, Todd had a hard time grasping social media marketing , especially when we told him the content he had been publishing lacked a bit of the human touch. These are the suggestions we offered Todd:

1. A casual tone. Yes, you want your brand to come off as professional. However, you also want your brand to have an approachable position. Your copy should be written in a way that your followers feel comfortable enough to interact with it. Ask questions, invite comments, and have some enthusiasm in your content.

2. Showcase your favorite people. Do you have great customer stories to share? Send them out and do so often! Share testimonials, reviews, and customer feedback. This will make your customers smile because it shows how much you listen to your audience.

3. Offer a “behind the scenes” look. What better way to make your organization look more human than to show the humans that run it? Speak with your employees and share their story on social media. Explore your office with Facebook Live broadcasts. Host Q&As with various different members of your staff and address your audience head-on. It’s a proven method to get people talking!

4. Chatbots. Wait, chatbots? Yes! Chatbots may seem to be the opposite of human, but if you have a well-developed chatbot, the experience will capture your brand’s tone, message, and mission ; all while seeming conversational. You can capture a human tone through your responses and push the envelope on customer service in the process.

It’s important to show the human side of your business on social media. If you try to approach this type of marketing without considering the, well, social side, you will fail to generate the right level of engagement. The good news is that if you follow the above steps, your brand will have an approachable and effective content strategy.

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4 Steps To Writing A Professional “Away” Message

By Christopher Tompkins

12Apr

Copywriting

Customer service is one of the main reasons why Facebook Messenger has risen above most other messaging apps. With its connection to Facebook itself, users can contact brands on Facebook easier than ever before. But what happens when a customer sends over a message at 5:01p.m. and your team leaves at 5:00? If you have a great customer service team, you may have reps who are willing to stay a few minutes to respond to that message. But what happens if your company receives a message at 3:00 a.m.?

The best answer to this is to create an away message for your Facebook Messenger. It will automatically reply during your off hours, which you or your social media marketer can set up in Facebook’s settings. Your message should be well thought out and informative.

Here are four simple steps to take so you can create a message like this:

1. Friendly and professional tone. First, you need to set the tone. Obviously, this isn’t the message that your customers thought they would see, so make sure this surprise is positive, friendly, and professional. Apologize that you missed them, ensure that their message is important, and that you will get back to them as soon as possible.

2. Offer information. Before they become upset that you’re not at the office, make sure you include your hours of operation. This will help them gain a better understanding of your business, and also when to expect a response. Additionally, add your phone number and other basic info. This may answer their question without any further steps, but whether their question is answered or not, you should still reply when you return to the office.

3. Offer resources. You may not be able to help them in real time, but you can still be a resource. Provide a link to the F.A.Q. page on your website or links to pages that answer some common questions that your customers ask. These links should be helpful and be very easy to navigate.

4. Gratitude and a promise. The whole goal of this message is to make sure that the customer understands that their message didn’t fall down some virtual rabbit hole and itwill never be received. So making sure they feel appreciated and heard is key.

Here is an example of a well-executed auto-reply away message:

Hey [name], thank you so much for reaching out to Green Logic, LLC. Our hours of operations are Monday – Friday 8:00 a.m. to 5:00 p.m.. We’re sorry we missed you today, but we assure you that we will see your message as soon we log back in! In the meantime, be sure to visit our F.A.Q. page here for some quick answers. We promise we will get back to you as soon as possible. Thank you!

We can’t all have a team ready to respond 24/7. For those times that your office is empty and your team’s smartphones are off, an away message is important. The above steps can help you make a message that will make your customers smile.

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3 Steps To Timely Customer Service On Social Media

By Christopher Tompkins

9Apr

Social Media

Sorry 1-800 numbers, social media is the new way to reach out to a brand. There’s no hold music, no dropped calls, no “transferring to another department.” All those infamous customer service pet peeves are fading away thanks to social media marketing. But is your customer service team using this platform right?

When a brand is represented on social media, they are automatically expected to give a response in under an hour. In fact, studies show that approximately 65% of people who reach out to a brand via Facebook, Twitter, Instagram, or another platform expect a response within an hour. They want their inquiries responded to at a rapid rate– and who can blame them? Everything else is happening at lightning speed thanks to the internet, so why should their friendly, professional, and thorough answers come at a slower pace?

If you’re one of the many businesses that respond slower than the “one hour standard” or fail to respond at all, you need to checkout these tips.

1. Have a rep at the ready. Your business should always have someone available to respond to customer inquiries. The best and most obvious way to do this is give your employees access to the social media platforms on their mobile devices. Even on the go, they can offer a quick response. They may not have all the answers right in front of them as if they were at their desktop, but they can refer them to the right solution.

2. Establish your hours. Don’t feel like setting up a night-shift rep? Many companies don’t want to have a rep immediately available at all times, especially after their hours of operations have ended. There’s an easy answer to this. You can create and schedule an automated “away” message inside Facebook itself. If you really want to go the extra mile for your customers, include helpful links that answer the most common questions.

3. Chatbots. A chatbot should not replace a live person. Instead, it should enhance your customer’s experience. If created correctly, chatbots can help customers with troubleshooting issues, placing orders, and much more. People love getting an immediate response when they have a question, and chatbots run 24/7, so they’re a great way to keep your customers happy.

As you can see, it’s easy to always be in touch with your customer base. If you respond fast enough, Facebook will reward you with a note at the top of your page (and will sometimes even alert your page visitors!) that says “Usually responds within an hour.” This is something your a business should strive for, because it lets your customers know that you provide great customer service.

Looking for help with your social media marketing? You’ve come to the right place. Our team of marketers are here to help you achieve the best customer service possible. Click here to get started: http://ow.ly/Zgrh30jm0nU

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The Most Common Design And Visual Mistakes Social Media Marketers Make

By Christopher Tompkins

4Apr

Graphic Design, Social Media

In our previous blog, we discussed five techniques to incorporate into your social media marketing strategy when you are creating visuals. We promoted these so you can avoid big mistakes that many brands (even major ones) often make. With that in mind, you might be asking about the biggest foul-ups you should avoid. That’s why we created this list.

These are the biggest branding blunders you can make on social media. As you read, you may find yourself itching to log into Facebook, Twitter, or even Pinterest and fix these mistakes immediately. Don’t panic, however. Even the biggest brands make mistakes– that’s the beauty of social media marketing, there’s always room for improvement.

1. Controversial imagery. A few years ago, major clothing retailer Gap made a major faux-pas by creating an ad that was perceived as racist. They took down the ad and withdrew it from all their channels, but the damage was done. Dove, Peta, Pepsi, and Sony have all made similar huge mistakes by not thinking their imagery all the way through. The results ended up offending a group of people and backfiring on their brand considerably. Do yourself a favor and look at your marketing from ALL angles.You can cause a firestorm if you’re smart.

2. Poor quality imagery. You would be surprised at how many brands don’t see a problem incorporating blurry, pixelated or poor quality imagery– especially when designing a cover image for Facebook, Twitter, LinkedIn or another platform. Make sure your images are at least 300 dpi and used in its more optimal form. Of course, there are other mistakes that could be made. Typos in superimposed texts, content that doesn’t match your branding, off-subject content, and more.

3. Cut off imagery. You spent hours designing that cover image. You uploaded it and it looks great. So why is your VP of Sales calling you saying it looks all wonky on her iPhone? When you’re designing your imagery, you need to accommodate for all screens and platform specifications. While it is possible, it can be quite challenging without a team of designers helping you. Even more frustrating, they have changed these dimensions before and continue to do so, so your team must be ready to adapt their catalog of files at a moment’s notice.

Take a moment and do a quick Google search for marketing mistakes. You will find countless examples of big brands that have made these errors and in some cases, continue to do so. Make sure you get the right kind of publicity and market appropriately.

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The 5 Secrets To Improving Your Social Media Imagery

By Christopher Tompkins

2Apr

Graphic Design, Social Media

Let’s say you’re looking at a house online. Sure, knowing the dimensions, numbers of rooms, and statistics are all vital factors to learning about the property. But what you really want is a large album of photos to check out. Even though they were angled and staged by a professional photographer, we prefer to have a visual of the real deal. It’s the photos that make you want to contact the realtor. Without great pictures, you would never even consider visiting the home.

Your social media marketing should abide by the same laws.

Take a look at some of the most recent updates your brand has published on Facebook, Twitter, Instagram, and other platforms. What do the images look like? Is it the content you want to represent your brand? Are your proud of it? The truth is, social media is quickly becoming the first piece of content many consumers see when experiencing a brand for the first time. The last thing you want is to present your brand with shoddy images.

Since it’s spring time, you might want to consider some spring cleaning on your social media images. These five techniques are used by professional content marketers when they are creating quality work. Are you ready to get creative?

1. Crisp, clean, and quality photos. Photos that capture certain elements of your company are effective on social media due to their originality and human nature. However, you want to make sure that these photos are high-quality. If a quality camera isn’t in the budget, most smartphones come with a decent camera of at least 12 megapixels. This will allow you to take a clear photo and minimize blurriness. When deciding on your subject manner, make sure it is in the center of the photo and is self-explanatory. No one wants to try and decipher what the subject of your photo is. Photos can be action shots of your employees helping customers, snapshots of your latest products, or even pictures of your organization’s location. All of these are great ways to add a bit of originality to your strategy.

2. Stock photos. If you’re not ready for the camera, you might want to consider high-resolution stock photos. These files should be large in size and as clear as day. One thing worth noting– if you’re going the stock photo route, keep in mind that because of the number of people that use these purchased images, they may come off as inorganic. Some of these photos have cheesy actors or props in obviously fake scenarios. Weed through the stock photo sites such as iStock and find ones that don’t look staged. Another good rule of thumb is to avoid clear cut face shots of the actors. It’s all about capturing a certain element of your business, not identifying a person to represent your business specifically.

3. Logos. For some businesses, this one is fairly simple. Others may have to go back to the drawing board. When creating a social media page for your business, you should have your logo as your profile image. This should be the latest version of your logo and be as high-quality as possible. If you have this logo in vector form (.AI, .EPS, and smart .PDFs), that would be best since you will need multiple different files with dimensions that meet platform image specifications. In other words, the image you use for Facebook may be cut off on Twitter, or vice versa, depending on the platform’s current standards (which often change).

4. Branded images. Combine steps 1-3 for this step. Harness the power of graphic design and create images with your branding superimposed upon relevant images. Whether you just add your logo or further graphics that match your tone, colors, and style, this is an important part of a your content rollout. One of the best ways to create this is through Canva. The team at Canva has created a world-class platform in which you can generate and share truly original designs that are sized to each platform’s specifications.

5. Videos. Ask any professional in the social media marketing world what the most crucial part of an image strategy is, and they will say video. This medium must be incorporated into your monthly content calendar because of its effectiveness but also because of how it takes priority in the current platform algorithms. Incorporate production-quality videos showing demonstrations of your products or services, Q&As, behind the scenes, announcements, interviews, and much more. Camera shy? No worries. A collection of pictures can be morphed into a slideshow that matches your branding.

It’s time to jazz up your imagery. With the above 5 techniques in mind, how does your current content stack up? If you’re starting to see room for improvement, that’s a good thing. You’re taking your first steps into a better understanding of quality content. But here’s the issue many face– each one of the above requires a team with both skilled creatives and analytical managers. That’s where The Go! Agency can step in. Every day, we create a variety of quality imagery for our clients so they look their very best online!

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Setting The Tone: Writing My Business’s Social Media Bio

By Christopher Tompkins

28Mar

Copywriting, Social Media

We recently published a blog about the general structure of a social media bio for your business. Perhaps you sat down with all those tips handy to write your new bio and still came up blank. No worries! We’ve only begun to skim the surface.

To create a spectacular bio, you need to pack a punch with your copy. As we’ve said, you already have a very limited space to formulate your message. As a result, every word needs to count. But if you do this right, your bio will increase your online visibility and drive more traffic to your business.

Here are five tips for creating an engaging and effective bio that you can use across all your social media accounts:

1. Cut out as many “stop words” as possible. In the world of SEO, experts refer to words that would not ever be searched for, such as “the” “a” “an” or “us” as stop words. While it’s impossible to write legible copy without these important words, you should prioritize searchable keywords that define your industry, location, demographics, and business as a whole.

2. Be passionate. You want to be as professional as possible, but if your bio puts your readers to sleep, you’re not setting a very good tone for your business and team. Write your bio to exhibit that you are proud of your mission, your team, and that you deliver exceptional quality that exceeds your competitors.

3. Be human. The whole point of social media marketing is to appeal to your audience in a human way. Do not use phrasing that is over the top or full of industry-exclusive jargon. Instead, focus on vocabulary that is casual and understandable.

4. Don’t oversell. One of the biggest issues we see with many companies’ bios is that they over deliver. “The best in New York.” “Sure to offer an amazing experience.” “The most effective product you will ever use.” This isn’t the place to over promise and under deliver. Instead, use your passion and tone to show that your business offers benefits based in reality. Then, your customers will be able to see that you’re amazing on their own.

5. Be personal. At the very end of your bio, directly address your audience. Include “you” or “your” so they feel like they are being directly addressed. It might sound a bit cheesy, but there is a lot of psychology at play here. If they feel as if they are being spoken to instead of being spoken at, they will feel more comfortable with your brand and more inclined to respond to your call to action.

As you can see, you’re going to need a bit of a creative spark to truly make an outstanding business bio. The good news is that as long as you’re excited about your business and have a drive to appeal to your customers, you shouldn’t have a problem. But just in case writing isn’t your thing, The Go! Agency has a proven track record in creating outstanding bios and maximizing profiles!

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Writing An Amazing Bio For Social Media Marketing

By Christopher Tompkins

26Mar

Copywriting, Social Media

If you had to sum up what your brand represents in a brief statement, would you be able to do it? You would think that it’s a simple task, but many business owners and marketers alike find themselves fumbling in an attempt to narrow down their mission into just a brief paragraph.

When it comes to crafting a perfect social media biography, you need to think about short, effective, and keyword-driven copy. You’re competing against your audience’s attention span and the platform’s limited space, so you really need to make every word count. With this concept in mind, let’s jump right into it.

Here is a great bio to look at for reference:

Oak Meadow Assisted Living Community is located in the heart of Tuscon, AZ and has been improving residents’ lives since 1977. We specialize in Memory Care, Personal Care, Independent Living, and Respite Care. If your aging loved one needs help with day to day tasks or suffers from a form of dementia, contact us today to discover how can help. Call 555-343-2766 to learn more or visit our site to learn more: www.samplesite.com.

Here are the steps to take when writing your company’s bio online:

1. Revisit your mission statement. You’ve most likely written a mission statement in the early days of conceptualizing your business. Mission statements serve as a great resource when you’re writing a bio for social media. In fact, this is where you may find a lot of inspiration. Ask yourself this question — “What would I need to know to understand this business as an outsider?” Your answer should be the driving force behind your biography.

2. Searchable keywords. Since space is an issue, make sure all nouns are important keywords people would use to search for a business like yours. Your goal is to establish what your business is, the services you offer, and who would actually need what you’re offering. You can see above that Oak Meadow’s bio does all that in a very small space. You really wouldn’t need much more to understand Oak Meadow’s operations.

3. Add a call to action. This is important, particularly for Instagram since you can’t add links to your posts. This is a vital call to action that a surprising amount of people forgo. Don’t forget, one of the main goals of social media is to invite your audience to further delve into your brand. A call to action should always be accessible. For Instagram, you can end your promo posts’ copy with [LINK IN BIO] so your audience doesn’t have to look far for your website. Additionally, as Oak Meadow put, you should add a phone number so everyone using their smartphones on social media (over 200 million daily) can just tap your number and the conversation can begin!

4. Make it consistent. Finally, don’t forget that your bio is a major part of your branding and as a result, you need to ensure it is consistent across all your accounts on the variety of platforms. Your bio on Facebook, Twitter, Instagram, LinkedIn, and the other social media sites must be the same. This is why it’s important to keep it short, simple, and relatable.

If you are trying to craft a compelling bio for your business, you may be at the very beginning of your social media marketing journey. Or perhaps you already have a bio and it seems a little flat. Either way, the above steps will help you create an effective biography that will benefit your overall strategy. Keep an eye out later this week for our about the content structure and copy’s tone so you can be sure your bio is punchy and memorable.

To learn how The Go! Agency can optimize your biography and your social media accounts as a whole, click here: http://ow.ly/iFhh30j9O8a

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Good Timing: When Should You Publish On Social Media?

By Christopher Tompkins

21Mar

Social Media

You created an amazing post— the copy and imagery are both awesome. Then, you publish and nothing happens. Not even a single like! Did your perfect piece of content fall flat? Or are there other factors to consider? Very often content is published at the wrong time, and there may not be enough people online to see your brand’s presence.

Many business owners and marketers have come to us frustrated with a lack of engagement and online response to their content. After we look into what they’ve been doing, we often see that they’ve been scheduling at inopportune times of day. Social media marketing, like many other professions, requires precision and attention to detail. One of the smallest, but most important, of these details, is timing.

WHEN the time is right for your post greatly depends on WHERE you are posting and WHO your audience is. For example, even if you have the exact same piece of content and send it out to Facebook, Twitter, Instagram, and Pinterest at the same moment, they will all vary in terms of engagement rates. Additionally, you need to consider your specific audience and their web browsing habits.

As you create your content and decide to send it out to the world, keep the following schedules in mind:

Facebook Best: 2 – 5 pm, 6 – 8 am
Facebook Worst: 10 pm – 4 am

Twitter Best: 1 – 3 pm
Twitter Worst: 8 pm – 8 am

Pinterest Best: 2 – 4 pm
Pinterest Worst: 1 – 7 am

LinkedIn Best: 7 – 8:30 am
LinkedIn Worst: 9 am – 5 pm

Instagram Best: 4 pm – 9 pm
Instagram Worst: 8 am – 3 pm

Now, the tricky part is tailoring these preferred times to your ideal customer. In a certain respect, a lot of the work is already done for you. For example, Instagram attracts a younger crowd- a demographic that typically goes on social media in the afternoon and evening. That’s reflected in the ideal time.

However, the range of 4pm-9pm is pretty wide, so you may want to sharpen your strategy even further. Does your ideal audience have a family? Then post in the earlier afternoon or later at night (when their children are asleep).

Facebook is another example of why it’s important to know who your audience is; there are two ideal posting time slots. Since this platform’s user base is so broad, you have to really figure out when your users go online. 2-5pm is great for 30-50 year olds who check out social media on their lunch breaks or right after work. 6-8pm is good for after dinner web browsing and is good for a large number of demographics including online shoppers.

Through extensive experience, our marketers have learned which times work and which don’t. We know that your intended audience also influences the right publishing times. If you are trying to reach a younger audience, later times may work. If you’re trying to attract caregivers or healthcare workers, the morning might be better. It can be subjective when it comes down to it, but that’s why there are social media marketers who know exactly what to do!

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Maybe Your Audience Just Isn’t That Into You (And How to Win Them Back)

By Christopher Tompkins

19Mar

Business, Content Creation, Facebook, Facebook Advertising, Instagram, Marketing, Social Media, Social networking

Your relationship with your customers is a bit like the dating world. You have to know who you’re trying to find, and who would be interested in you. For many online marketers, however, they strike out more than they create lasting relationships.

It’s 2018–a mass majority of small to medium sized businesses have created some form of social media marketing with the intention of generating customer engagement and online visibility. These professionals signed up for Facebook, Twitter, Instagram, and other platforms. They developed great content strategies. They even generated a decent budget for advertising. That’s all you have to do to start attracting customers by the thousands right? Wrong.

While all these steps seem like the right actions to take, some businesses still miss the mark when trying to attract an online following. As any marketer knows, this is an extremely frustrating part of the job, especially when you’ve done a ton of research into what makes the right content. It’s not that your message isn’t marketable, however. You just need to adjust your approach.

Are you not feeling the love online? A majority of businesses face a slump in engagement. You might even have a large number of followers, but you still only get very few likes, comments, and shares. If this is the case, you’re not alone. Give the following techniques a try:

1. Tweak your tone. Does your content read like a sales pitch? You might believe that you must promote your products nonstop, when in reality you need to tap into a conversational, human voice. That’s the whole point of social media. You can’t connect with your followers if you come across as a door-to-door salesperson, you’re surely going to make your followers’ eyes roll.

2. Tweak your content. So maybe you have your voice down, but you’re still pushing promotions like there’s no tomorrow. That’s not the way to go, either. Instead, consider what we call “pull marketing”– blogs, news, quotes, recipes, fun facts, etc. You know, stuff people actually enjoy reading or watching, whether it’s part of a marketing strategy or not. This is where there is a game-changing difference between online marketing and traditional marketing, there has to be a takeaway — some information or entertainment aspect that gives the content value.

3. Tweak your publishing times. Now, a bit of logistics come into play. Perhaps you’re just missing your target audience’s ideal viewing window. On top of every platform having an ideal publishing time window, you also need to consider your audience. If you have a younger crowd, you may want to consider evenings, whereas an audience 30-50 years of age may be more likely to scroll the web in the morning. If you don’t keep this in mind, your target audience’s news feed may have buried your content down the line.

4. Tweak your awareness. What does your website have to do with social media marketing? Well, a whole lot if you want to get technical. But your website could serve as a gateway to an increase in social media followers as long as you add buttons that directly lead to your Facebook, Twitter, Instagram, and other pages. Additionally, if you’re selling a product, integrate the social media platforms logos on the packaging somewhere. If you have a physical location, post signs around the property that promote your social media channels.

5. Tweak your advertising. Whether you’re advertising on Facebook, Twitter, or Instagram, paid advertising can certainly boost your awareness and visibility– if you do it right. If you’re boosting posts, make sure that there is a call to action that your audience will want to pursue. If you’re doing target marketing, make sure you’re targeting the people who would be most likely to be interested in your brand.

Social media advertising can be a gateway to heightened engagement if done correctly. However, many business owners feel that they can handle this themselves or pass it off to an intern– in the meantime they end up wasting hundreds or thousands of dollars because they didn’t utilize the most effective route. It’s important to have a team of social media marketing experts by your side to guide your brand to continued success via these intricate strategies.

Your social media audience deserves the best from you. In return, they’ll help you spread the word through user generated content. But you have to earn their attention. The above ideas can help you a great deal as long as you take the time to develop the strategy that’s right for your brand. As we’ve said, all this is a bit like dating. It takes some work to find the right match, but it’s definitely worth it in the end.

Consider The Go! Agency your matchmakers! We specialize in perfecting our clients’ voices online. Are you ready for a professional to handle your social media? Click here to learn more: http://ow.ly/ODg330iWZLM

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The 5 Basic Metrics New Social Media Marketers Need To Study

By Christopher Tompkins

12Mar

Social Media

Are you just getting started with social media marketing? The first thing you need to know right away is that this industry thrives on data. Our work consists of a healthy mix of creativity and number crunching, which helps us deliver fantastic results. Our previous blog explored the three main metrics that you should be following:

– Conversation Rate

– Audience Demographics

– Conversion Rate

But if you’re just getting started, you’re probably still trying to get the basics down. Here are the five basic metrics you need to closely watch.

1. Followers. Consider this the equivalent to a friend request. These people like your brand, and as a result, they want to follow your brand so they get your content delivered to their news feeds whenever you post.

2. Shares. A share is essentially the act of someone sending your content off to their own circle of friends on social media. This is fantastic, as it increases your online visibility to all the friends of those who shared your content.

3. Likes. A simple sign of approval. It seems like it might just be something fun, but in reality, it adjusts users’ individual algorithms so they see more and more of your content, further solidifying the customer-brand relationship.

4. Mentions. If someone mentions your brand in their own content, they’re bringing more light to your business’s online presence. It also gives you a great opportunity to respond in a professional, friendly matter.

5. Clicks. A very important metric- clicks are social proof that users are liking your content. They’re choosing to delve further into your brand’s story by clicking your content and learning more.

It’s your job as a social media marketer to have a close watch on all 5 of these metrics. As your business grows, these should all grow as well. If you see slumps in your growth — which is totally normal– you need to go back to your strategy and see how you can do things differently, whether the solution lies in content, advertising, or outreach.

Our team at The Go! Agency loves to help our clients soar in all five of these areas. It’s your time to shine online! Contact us today to learn more: https://gosalesandmarketing.com/

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Tag : facebook marketing