Tag : social media

Instagram’s New Algorithm and How It Affects Marketers

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11Jun

Instagram recently announced that it will be changing its feed algorithm. Many people involved in social media marketing, digital marketing, and content marketing have expressed concern regarding this shift. Today we will discuss what is changing and how it matters to your brand–and the future of digital marketing.

What exactly is Instagram changing?

The powers that be at Instagram are updating their feed algorithm. Much like Facebook’s newsfeed or Tumblr’s dashboard, the feed for Instagram simply dictates which posts appear when you open the application. Originally, the feed was mostly chronological. The algorithm was eventually modified to take engagement into account when determining which posts should receive priority. The new algorithm will focus on three elements: relationship, timeliness, and interest. 

Relationship refers to the relationship a user has with the post’s creator. This is itself gleaned from their previous interactions, not from actual relationship. Here is an example: Deandra follows her brother’s new coffee shop, The Java Company. She wants to be supportive (even though she hates coffee), so she likes all of The Java Company’s posts, occasionally comments on pictures, and even tags them if she sees their brand elsewhere. Instagram’s new algorithm would consider these interactions and logically conclude that The Java Company should be prioritized in her feed.

Timeliness refers to the when the post was created. While a strictly chronological feed is unlikely to ever be an option again, the algorithm will take the time and order of publication into consideration as it determines the feed. Marketers must now pay closer attention to their posting schedules to be certain that they reach their audiences.

Interest is somewhat vague, but it is the most intriguing change. As with relationship, the algorithm factors in a user’s past engagement with similar content. Instagram will then analyze the content of the post visually using its image recognition tools. The AI will actually recognize and generalize images. Consider the following scenario: Charlie loves the anime Orokana Denisu! (Stupid Dennis!), which has an active presence and lively fanbase on Instagram. He often posts, likes, and comments on fan art of his favorite character: Yosoyososhīdesu Nakai (“Aloof Waitress”), the mech-piloting career girl. Given his engagement with posts that feature emotionally-distant baristas fighting monsters, the new algorithm would conclude that Charlie is interested in other content featuring anime tropes, like kaiju and mechs. It will then look for posts that feature artwork, screenshots, and other images similar to Orokana Denisu!, and prioritize those posts.

Note that these three factors work in tandem. The new algorithm will consider each equally.

How will this affect your brand?

If you’ve used Instagram since March 2018, you’ve encountered the new algorithm. Both executives and users seem to be happy with it thus far, so it’s probably going to stick around for a while. Instagram has seen user engagement rise, possibly because of the new algorithm: an average Instagram user now spends as much as 32 minutes each day on the app. 

So how will this affect your marketing strategy? Since the algorithm is based on the behavior of individual users, many rumors have been debunked. For instance, the algorithm does not give preference to one format over another: videos get the same weight as static images. Likewise, the algorithm does not rate personal accounts higher than business accounts or vice versa. Finally, as we mentioned above, there is no discussion of returning to a chronological timeline.

The Takeaway
No matter how the algorithm changes, one thing remains the same: content is king. Brands should still concentrate on creating amazing content. Customers will still seek out engaging content, regardless of any algorithm. Focus on crafting quality content, and your audience will follow!

Do you need help conquering the world of Instagram? Does your social media marketing strategy leave something to be desired? The Go Agency can help! Contact us today for a free consultation!

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Tools of the Trade: Let’s Get Creative!

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6Jun

There are plenty of professional tools like Adobe Creative Cloud that can help you create amazing custom graphics and visuals for your social media profiles. However, if you don’t have a graphic designer on your team, those programs might seem a little bit intimidating. People who are new to social media marketing and veteran digital marketers who aren’t quite tech-savvy still have options! There are several tools that are quick to master and easy to use. Here are some of our personal favorites.

Canva
Primary Function: Design tool with a myriad of uses.
Pros: One of the most user-friendly tools available today. Enables users to collaborate with team members. Users can also create videos.
Cons: Users don’t have much creative freedom, as they are limited to Canva’s fonts and graphics. There are skills and programs that can help you circumvent this (e.g., creating a .png file with Adobe Illustrator and uploading it to Canva), but people who can do so would likely not need Canva in the first place.

Skitch
Primary Function: An application from Evernote that allows users to capture, share, and annotate screenshots.
Pros: Free. Intuitive. Easy to use. Quick.
Cons: Work cannot be saved to a local drive.

Pexels
Primary Function: Online source of free stock photos.
Pros: Massive amount of photos. Every photo is licensed under the Creative Commons Zero license–meaning that each picture is totally free and available for any legal purpose, whether personal or commercial.
Cons: Paid applications have even more photos.

Easel.ly
Primary Function: Create professional infographics from thousands of templates.
Pros: Easy to use. Intuitive. Lots of existing templates. Premium accounts are quite reasonably priced. Account options include one for companies who deal with sensitive data.
Cons: Free version has far fewer themes, images, and fonts.

Info.Gram
Primary Function: Data visualization tool that enables users to create interactive charts, infographics, maps, and more.
Pros: Designs can be interactive. Great for dealing with complex data.
Cons: Free designs require inclusion of its logo. The basic package does not allow rich text editing (no fiddling with fonts).

Prezi
Primary Function: Presentation software.
Pros: Cloud-based. Teachers and college students are eligible for free non-Public accounts. Mobile version is available.
Cons: Better suited to creative presentations (not great for, say, presenting the third quarter budget projections). The Public option is free, but public–anyone can view your work.

Piktochart
Primary Function: A tool that lets people with no design experience create professional-looking presentations, reports, posters, and infographics.
Pros: Cloud-based. Very intuitive. Suited for all experience levels. Over 200 templates are available. Lots of different options for accounts, including free basic plan.
Cons: The paid plans are a little pricey. Similar versions of some of the premium templates are available for free on other platforms.

Slideshare
Primary Function: A community for storing and sharing presentations, but also hosts documents, videos, and webinars. Owned by LinkedIn.
Pros: Claims to be the largest online community for sharing presentations. Cloud-based.
Cons: Freemium, meaning that you must purchase premium content and features.

There are hundreds of programs, applications, and tools available–these are just a few of our favorites. Each proves that you do not need an MFA in Graphic Design to create basic visuals for your social media branding materials.

We have a team of marketing and design experts who can take your branding materials to the next level!
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The 5 Best Types of Tools for Managing Social Media

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4Jun

As we mentioned in a recent blog, social media marketing requires analysis just like any other marketing campaign. The solution for many businesses and brands is using a social media management tool. But what should you look for when choosing such a program? Here are a few crucial elements to consider.

1. Scheduling

Problem: Dana lives in Albuquerque, but her brand of portable speakers is most popular among affluent twenty-somethings in Japan. She’s noticed that her flash sales events have gotten a lot of traction with her domestic customers, but her overseas customers are not informed of the sale until it is almost expired. She can’t really afford to extend the sales, so just posting everything earlier wouldn’t help. Dana needs a way to schedule her posts so that they reach all of her potential customers in time.

Solution: A good social media management platform will enable you to schedule your posts for specific times. With such a tool, Dana can easily arrange for certain time zones to get the message before others. HootSuite and SproutSocial are two of the most popular scheduling apps available.

2. Measurement

Problem: Josie is a Baby Boomer who runs an online record store specializing in vintage blues albums and opera recordings. Thanks to some tech-savvy friends, she understands the basics of social media marketing. However, she still needs to know how her marketing campaign is affecting her sales. Josie needs a clear way to track and measure engagement, conversions, and other data.

Solution: Josie should look for an analytical tool that gathers all of the relevant data in one dashboard. These tracking tools are great for both social media marketing experts and novices! Google Analytics is a free app that covers multiple metrics.

3. Trends

Problem: Carlos runs a website that aggregates the latest in science news. He focuses mostly on climatology and environmental issues, but the eruption of Kilauea has sparked an interest in geology among his subscribers. His husband’s recent cancer scare prompted him to post more articles regarding epidemiology and cancer research. Carlos is worried that he just won’t be able keep up with the news he wants to cover. 

Solution: A news or trends aggregator application would help Carlos immensely. Not only would he be able keep track of multiple subjects, he would also be able to see trending topics. That would help him better tailor his material for each day. Carlos should look into Google Alerts (free) or Feedly (not free).

4. Management 

Problem: Tamika’s bookstore is flourishing, but her social media profiles have been somewhat neglected. She has accounts on Facebook, Pinterest, LinkedIn, Instagram, and Twitter–and she’s lucky if she can get around to even one of them every week! She needs a way to post to multiple social media networks simultaneously. 

Solution: Tamika is in luck: most social media management tools feature the ability to post to multiple networks at one time! While she would have to keep track of differences between platforms (e.g., not using Twitter handles on Facebook), this feature would allow her to optimize her limited time working on her digital marketing strategy. Buffer is a good possibility, as is HootSuite. (Note: HootSuite works with most platforms, but will not post to personal LinkedIn or Google+ pages.)

5. Engagement

Problem: Cecil’s podcast and blog on local politics exploded in popularity after he uncovered a major scandal involving the now-former mayor. He wants to engage with his audience, but he doesn’t know how he can now that it has grown so large. Cecil still works full-time, so he can’t just continuously monitor the site. And while he hasn’t had much trouble with trolls, he still deals with some negative feedback.

Solution: Until artificial intelligence becomes a bit more refined, Cecil’s best option is hiring a social media manager, or a social media firm. A social media professional will be able to monitor his accounts and respond to his audience. A good social media manager is skilled in public relations, too: he or she will be able to handle any online audience. If, however, all you need is an away message, you can set those up on most sites.

As long as you keep these elements in mind, you should have everything covered! From rookies to veterans, marketing professionals swear by these applications. Remember: when in doubt, ask an expert. 

Do you want to take your social media marketing to the next level? We can help! Contact us today for a free consultation!

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The 10 Traits Of The Ultimate Social Media Marketer

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3Jan

What does it take to be a truly effective social media marketer? One that can push a brand like no other and establish an amazing online presence? The truth is, some marketers are able to tackle the world of social media a little better than others. Why is this? They’ve taken the time to perfect their strategy. The good news? So can you.

Here are the top traits that the ultimate social media marketing campaigns have:

1. Focus. Your content should be specifically relevant to your industry and type of work. This doesn’t mean every post should be about your business. Instead, post articles and interesting posts that your followers will enjoy.

2. Passion. How are people supposed to be interested in your company if you’re bored with it? Trust me, your lackluster effort will show in your content. Get pumped up! You should be proud and passionate about your brand.

3. Professionalism. Social media is about casual communication, but that doesn’t mean you’re not a professional. Keep it classy, fellow marketers.

4.Authenticity. People can spot a scam a mile away. The internet is already full of cheesy marketing tactics and empty promises. Make sure you stay honest and true to your brand.

5. Consistency. You never want an excessive amount of time to go by without sending out a post. A day is understandable. Two, you’re going to start to suffer. A week, and you will need to wipe away the digital dust. Keep your publishing schedule consistent and reliable.

6. Communication. When a customer, client, follower, or fan contacts your company, you have to abide by three things. Friendliness, timely responses, and a satisfactory answer to their inquiry. Make sure you stick to the basics of customer service and communicate with a cyber smile.

7. Positivity. There’s enough bad news in the world, in particular on the internet. Make someone’s day by spreading some joy through a post. Whether it’s a quote, tasty recipe, or a fun image, your social media content should have a fun factor.

8. Integrity. Don’t take advantage of bad news for marketing gains. Don’t post inappropriate or controversial content. Don’t curse. Don’t fight with dissatisfied customers. Once again, keep it classy.

9. Entertainment. One of the defining factors of social media is that people use these platforms for FUN. Make sure people actually enjoy seeing your tweets, posts, and pins by studying what is trending and most engaging.

10. Patience. This trait combines a bit of everything. You need to be consistent, have a focus, stay positive, and use your exceptional communication skills. All the while, it may take time, but don’t let the quality dwindle. Don’t forget that social media takes time. Do not give up!

There are plenty of businesses who have all ten of these traits. There are also MANY who have none of them. Make sure you keep these in mind when you pursue your marketing ventures. If you do this, online credibility and brand awareness will be yours! 

Contact us today to learn more about the best strategies for social media for your business and how you can implement them!

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The 5 Social Media Marketing Strategies That Boost Transparency

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27Dec

How has social media marketing changed business? In more ways than you can count. The most significant though, for better or for worse, is that it increased transparency enormously. 

If you run a restaurant that offers bland plates and rude service, social media may be a nuisance for you. If you manage an A/C Heating service and you overcharge your customers, it will most certainly pop up around the web. However, if you run an honest business and do your best to produce quality service and products, the internet is an amazing place that you can really shine and reach new people….. if you let it.

The truth is, as long as your business is run right, you should want your brand to be as transparent as possible — and social media marketing has the ability to do this if you keep in mind the following 5 elements. Not only will they allow your business to have a better transparency, but your customer relationships will become so much better.

1. Communication. You don’t want to be a “mute brand.” Yes, you’re sending out content multiple times a day, but if a customer responds to you, it’s vital that you respond quickly. Remember the 3 “P’s” when you are talking with your customers – positive, prompt, and productive. 

2. Influence. Take time to find online influencers in your market with quality audiences who would be interested in your products or services. Connect and build relationships with those individuals. By doing so, you are branding yourself as an authority in your respective market. 

3. Quality connections. Quality or quantity? It’s better to have quality, focused content versus thousands of online connections, reading your content just once, then disappearing. On the other side of this, you need to be a quality connection yourself by sending out worthwhile content. 

4. Consistency. Don’t create a few batches of amazing content and then disappear. This means constantly publishing content and participating in online conversations. Your followers need reasons to stay by your side. Give them what they want. 

5. Branding. Show off your marketing skills with consistent branding, color, tone, messages, and mission. This is absolutely necessary as you expand your voice across Facebook, Twitter, LinkedIn, and much more. 

Are you less than confident in your approach to social media marketing? You don’t have to be, contact us today! We’re here to help you make your mark and hit your targets. 

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The 6 Most Effective Forms of Email Marketing

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30Nov

If the holiday season will teach you about anything, it will give you a crash course in email marketing. You most likely woke up today with dozens of ads trying to entice you to purchase an item. You might have rolled your eyes at one or two of them but chances are you actually were interested in a few of them. 

Email marketing is helpful because it’s a direct punch to your audience. They have to acknowledge the email (especially if they want to get rid of that notification on their smartphone). But here’s the thing — your email has to be actually good enough for people to read it and become interested in what you’re marketing. 

To win at the email marketing game (or at least get started), check out the following types of campaigns that will catch your reader’s eye:

1. Newsletters. If your brand has a lot to say, then a newsletter is a great way to share your recent news, events, and updates. Newsletters should have enticing articles about your industry and how your company is making an impact. 

2. Personalized approach. You often see this type of marketing in industries that closely work alongside clients. Thanks to email marketing software, you insert their name and fashion the copy in a way that makes it sound like you’re actually talking to them- even though thousands received the same message. It can be a bit tricky, but it’s a great way to approach lead generation. 

3. Sales / coupons. Widely considered the type of email marketing that has the highest click rate, coupons delivered via email will guide customers down the path of conversion quite quickly.

4. Event invitation. Do you have a big party coming up? Let everyone know via social media and reinforce your message through your email marketing. That’s the best part about email, it strengthens your other channels quite effectively.

5. Contests. There’s nothing easier than delivering a sweepstakes to someone’s inbox and in a few clicks, they have a chance to win a big prize.

6. eBooks and freebies. Offer a free piece of content through your website and social media. The only thing they have to do is enter their email and boom– free stuff digitally delivered in their inbox. Of course now they will receive everything else you send out, but that should be a good thing if they enjoyed your content.

Have you received a piece of email marketing in the timeframe it took you to read this article? If so, look at how that company takes on social media marketing and see if their angle can help out your business with the above ideas in mind.

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5 Secrets To Writing Engaging Social Media Posts

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21Nov

Ever since the early days of the newspaper, people have studied the power of the headline. Writers carefully selected each word so their paper would pull in readers. Social media marketing has evolved this concept. Thankfully, we don’t need people shouting “Extra!” on street corners. Instead, we have to make sure our updates are noticeable on the web.

Internet communications changed the way we write and promote our brands. What strategies work the best for social media users? The following five types of updates are sure to pull in readers! 

1. Lists. Whether your post is “Top 10 Restaurants in Nashville” or “The 5 Most Important Documents For Estate Planning”, people love lists. They are easy to read and get right to the point. 

2. Definitions and industry terms. Does your industry have specific terminology? Teach them to the audience! For example, “The Legal Terms You Need To Know!” is an excellent way to spread a wealth of knowledge. 

3. Casual tone. Today’s consumer likes a casual and conversational tone for marketing. “Check out these…”, “Come see our…” further strengthen your brand’s approachable feel.

4. Questions. “Could These Foods Help With Alzheimer’s?” Crafting a social media post in the form of a question is always a good way for readers to click and search for the answer.

5. Powerful vocabulary. Finally, no matter what way you craft your message, your words need to pack a punch. Don’t waste room on weak words. Instill a sense of urgency and importance. 

Does your marketing team have writer’s block? Contact us! Our copywriting department will be able to craft your brand’s message into a professional and effective piece of marketing. 

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5 Ways Twitter’s Character Count Upgrade Is Great For Marketers

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14Nov

Right now, the biggest news in the world of social media marketing is that Twitter changed its character count limit from 140 to 280. At one point in time, tweets were only as long as this one sentence (not including media), which is pretty tiny from a marketing standpoint. Now, it is double that. Seems like a small change for those who haven’t tried to cram an intricate thought into this microblogging format before, but for copywriters, this may be one of the best updates in history.

How can marketers benefit from this? Let us count the ways!

1. Let me finish my thought.

Let’s face it – sometimes 140 characters just wasn’t enough. You can now share a better-composed message with your Twitter follows, just like you can with Facebook, LinkedIn, and other platforms.

2. Improved visibility.

I wouldn’t recommend using these extra characters to flood your tweet with excess hashtags, but by carefully using this prime real estate for optimized copy, complete with trending and relevant keywords, more people can find your content.

3. A new flock.

One of the biggest cons of Twitter was the 140 character gap. However now that that is gone, experts predict a significant spike in Twitter users.

4. You can still be short and sweet.

Some people are a bit concerned that Twitter will be flooded with longwinded rants. First off, the 140 limit never stopped rants, it merely forced writers to break it up into chunks, turning news feeds into confusing landscapes of half-written stories. Now, these rants can be contained into one tweet. However, you may still want to keep it short and sweet, and you should go for it! In fact, if you publish a melody of tweet sizes, it will draw new readers since it changes pace and rhythm.

5. Advertising, ahoy!

For a long time, Facebook had the advantage of being the better advertiser simply due to space. Now with 280 characters, you can send out a powerful message and promote it through paid advertisements.

It’s easy to see why the 280 character limit is actually a very good thing. Marketers will now be able to comfortably tell their brand’s story without getting hung up on one or two characters over the limit. Get started tweeting today!

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The 5 S’s of Social Media Copywriting

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19Oct

When was the last time you checked one of your social media accounts? Chances are, it was less than an hour ago. Do you remember all the posts you scrolled through? Most likely not. In fact, you may remember 2-3 pieces of content you read at max. Why is this? Has the internet made our attention spans that bad? You better believe it. What’s a marketer to do?

There is literally an ever-growing number of posts on Facebook, Twitter, Instagram, and the other platforms. Every minute, a countless number of new ones are published, thereby sending other pieces downward. This, in a nutshell, is why it is essential to make sure your writing is worth remembering. Is this possible? Absolutely — but you need training. The following five “S’s” are absolutely worth remembering as you attempt to write memorable copy for your business’s social media pages.

1. Short – While research shows that people are reading more, that doesn’t mean they want to read a lot. In fact, the longer your post, the less likely it is people to read the whole thing, much less engage with it. Keep things short. Yes, Twitter handles that for you because of its 140 character limit, but that in no way means that you need to always have 138-140 characters. Say what you need to say in as few words as possible while maintaining an appeasing style.

2. Simple – Speaking of style, it is important for writers to note that you aren’t writing poetry. Keep things simple, concise, and transparent. Readers shouldn’t have to decipher your message, but rather have the convenience of a clear message.

3. Specific – As a marketer, it may be your instinct to create a message that can appeal to as many people as possible. However, social media is about reaching your target audience. After all, every business has a specific demographic audience. Advertising can help deliver your specifically-curated message to the right people.

4. Sharp – Crafting your business’s message is the writer’s responsibility. You need to sharpen your message with concise and compelling copy. Cut away unnecessary words such as adjectives, and unneeded fluff. Directly address your audience, speak about a specific subject matter, and most importantly, provide a call to action such as a directive and a link.

5. Strategic – Finally, you need a strategy. It does not have to be overly elaborate, but you must plan for the future and consult your marketing team on the direction you need to take. Whether you are trying to promote a new product, build up an email list, wish holiday greetings, or direct your audience to a new podcast, you need to figure it out before you hit the keyboard.

Are you starting to get the picture? Social media marketing calls for hard-hitting content. There’s not room for ambiguity or longwinded rants — leave that for your personal page.

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Why You Can’t Postpone Social Media Marketing Any Longer

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3Oct

Autumn is such a great season. The air gets a tad cooler, football season has kicked off, and of course, pumpkin spice lattes have returned. (If you’re into that!) Yet for marketers, the coming of fall means Q4 is here, and the pressure is on in a big way.

You should have spent your summer ramping up and strategizing for the upcoming busy season. If you spent a little too much time at the beach and failed to prepare, don’t panic. You still have just enough to get started. 

You may be asking why is it so important to act now? Social media isn’t going anywhere, right? Here are just a few reasons why you can’t postpone social media marketing any longer.

Your budget depends on it.

For many companies, the end of the year means restructuring budgets. Did your marketing team spend less than originally projected? Those leftover funds may cost you that same amount in 2019’s budget, thereby losing out on your chance to make your mark online in the future. To put it simply, if you don’t use it, you may lose it. On the other hand, if you’re planning your 2019 budget – have you included a social media budget? Do you know what that figure should be?

You might be wondering what exactly there is to pay for when it comes to social media marketing. After all, signing up and creating a page is free. Well because of social media’s effectivity and potential to reach your ideal audience, over 50 million other companies are already using these sites for marketing purposes. As you could imagine, some of those may be your competitors. Paid advertising options exist so you can have an advantage. Rising above in the sea of other companies on Facebook, Twitter, and other sites is essential to the success of your social media.

Additionally, your marketing efforts won’t get you very far without exceptional content. You will need stunning visuals, compelling copy, innovative video, and much more. As you can imagine, there is a cost for making the kind of content that stops your readers in their tracks and gets them interested in your brand. Whether you are spending money on material or outsourcing to a team of pros, your content deserves attention.

It’s the most wonderful time of the year.

The research is in. People flock to social media from mid-October to the end of January more than any other time of the year. Whether they are hunting for the best Black Friday deals or sending out their holiday wishes to friends and family, they are using the same location – social media platforms. This is why it is paramount that your business has a presence on these sites and your content is tailored to the right audience. Social media marketing can help you stand in the spotlight during this special season no matter if your target audience is down the road or all across the globe.

Get exactly what you asked for.

Every company makes their money in different ways. For example, some depend on website clicks while others require customers to visit their physical location. This is one of the most significant reasons as to why social media marketing works. Your strategy should be customized to meet exactly what your company needs. This is particularly helpful when the holiday season hits and you have sales your customers need to know about, or you have a new e-commerce site that is ready for things like the Cyber Monday rush, but you need to raise awareness. It’s up to you to choose how social media works. 

End 2018 strong and begin 2019 with a bang!

I have talked to many business owners who say that a majority of their returning customers found them during the holiday rush. It may be thanks to a Black Friday doorbuster, a Small Business Saturday sale (yes, that exists, and social media has made it huge!), or a gift from a loved one that brought their attention to the brand, a lot of customers choose new companies to stick with for the new year. This is why raising brand awareness and online visibility cannot be overlooked during these following months.

Are you ready? 

Social media marketing will help legitimize your brand and get people talking about your business online. There’s never a better time for it than the busiest season. Everyone is buzzing about, make sure your company isn’t left in the stone age! 

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