Facebook has been used as a virtually-free way of promoting businesses since they introduced their ‘like’ option in February 2009. Facebook describes their ‘like’ function as a “way for users to give positive feedback and connect with things they care about” but how useful are these virtual likes in real terms in the everyday running of a small business? The initial buzz of social media marketing has definitely died down with many small business owners deeming effort put into the strategy a waste of time. A recent study carried out by ‘Deal with the media’ reported to the telegraph, showed that 62% were uncertain, disagreed or strongly disagreed that social media has been an effective marketing strategy for their business. On the contrary hubspot blogs report that 92% of marketers believe that social media efforts have generated more exposure for their business. So why such disagreement on the usefulness of social media when it is clearly working for some? It is important to remember that a like on Facebook does not automatically result in a sale for the business. Small business owners are becoming increasingly disillusioned with the effectiveness of social media marketing but it that because too much is being expected of them and are they being engaged in the correct ways? It is important that business owners remember that it is not just that initial like that they must gain. Making the most of your Facebook page by keeping the attention of those who have already liked it is crucial to allowing the medium to achieve its full potential in helping with marketing efforts. Facebook has over 300 million members to date and with over 5 million users joining weekly there is surely still money to be made using the site as a marketing tool
Tell a story behind your brandBrand authenticity in the twenty first century is something that many brands are so desperately fighting to achieve. Brand authenticity can be built upon 3 relevant principles: (Beverland, 2009) Telling rich stories Appearing as amateurs Sticking to where they came from
One way to enhance your brands persona, is to share lifestyle shots. (And yes, research shows it is possible to sell a product through presenting lifestyle images related to the brand (Goor, 2012)).
As celebrities nowadays dominate social media, their presence can influence consumers’ purchasing habits, similar to e-WOM. With Signarama’s snazzy infographic (via Wallblog, cited as Tomaszek, 2015) stating that over 15% of companies have some sort of celebrity endorsement, the industry is now worth billions. If a celeb is famous enough, they may even choose to dip their toes into any market they wish, much like Avril Lavigne’s endorsement of acne treatment lotion Proactiv (Avril’s commercial via YouTube) or Kim Kardashian, whose sponsorship deals have ranged from Sketchers trainers to Charmin toilets (History of Kim’s endorsements from The Observer).
First of all, B2B marketers need to actually think what they need social media for and not just mindlessly post their latest tweet or upload a fresh new Facebook status without knowing their direction. Velocity partners (2014) put it like this: Don’t get me wrong, we love social media as a listening post, a community builder and vector for content. But the key word in the term ‘social media’ is ‘media’. It’s a medium for something. And that thing is ideas. If you have a good idea, social and other media will help spread it like wildfire. And on the flip side, if you don’t have an idea at all, social media can expose this. B2B marketing is a profession of ideas.When it comes to social media, business to business (B2B) companies work in a different way to your regular business that sell products and services to consumers (B2C). According to Power, R (2014) there are three key elements that B2B’s achieve using social networks, and these are as follows: 1. It offers an opportunity to boost customer acquisition by expanding a brand’s reach, add scale to campaigns and enhance conversion through recommendations. 2. It can help form deeper relationships and advocacy through improving customer service, brand reputation and even product and service quality. 3. It also provides the opportunity to access a huge market to test, trial and crowd source new ideas about your products and services.
Ted Baker and Airbnb offered two very different yet similar digital marketing campaigns. One focusing on the brands experiences, one focusing on customer experiences. Do both campaigns prevail? What does this mean for brands who compose strategies, should we be focusing on the customer or the brand?Social media outlets are now paramount to harbouring relationships with consumers (Vries et al., 2012; SAS HBR, 2010). Brands must question their integrity, authenticity and target market when going global or launching social media campaigns in targeted areas.
Images are the most popular type of content on social media (Moth, 2015). They are particularly useful as they can transcend language and cultures (Lannon, 1991), however their use on social media has grown in recent years. The biggest Social Media app is currently Snapchat and Instagram is a hugely popular social media website. With photography being a clear trend in the fruition of these platforms, knowing how best to do marketing in this form should surely follow suit. Know Your Brand UniverseMost importantly, a business needs to understand their customer, from there brands need to target their product to this customer (Ashton, 2015). People can create and discover content, therefore brands need to demonstrate their brand universe in an instant just by viewing the images on their Instagram. To do so, a brand needs to know what their brand universe is. Businesses need to tell a story, even create series’ and provide a clear connection between these images, stories and series’ and your brand.
Social media has changed a lot in the world of marketing. Various forms of social media (Online.wvu.edu, 2016) It allows companies to connect and communicate with a huge audience at just a click of a button, without having to spend a lot of money. Also with so many different forms of social media available, there is plenty of opportunity for companies to use this form of marketing. In a recent survey by eMarketer, it has been established that 9 out of 10 US organisations use social media in some capacity for marketing purposes (Adweek.com, 2014). This demonstrates how vital it is as part of any marketing or advertising strategy, with 88 percent, so the majority of companies using it on a daily basis to help promote their products or work
Social media followers are crucial to increase your customers. However, it can be a hassle to think of ways to increase your follower count, especially for start-ups. So, here are three simple yet effective ways to boost engagement and have your twitter follower count go through the roof!
Promotional campaigns have been used frequently within traditional marketing. They represent a flexible marketing tool that can be used to pursue a variety of strategic and tactical objectives (Peattie, Peattie and Emafo, 1997) Because – lets face it, who doesn’t like the opportunity to win a prize?
The inclusion of the intent and the advent of eWom means that promotional competitions can be shared via social media easily – not just directly to a customer, but from participant to participant. This has lead to a resurgence within competitions and they are often strewn across Facebook, Twitter and Instagram.
With the large volume of these competitions, what do the good ones have in common? Are all competitions created equally? Will my competition fail!?
Fear not intrepid reader, all will be explained within this article.
Instagram delivers a channel where users and businesses can interconnect openly, and it is an idyllic place for businesses to associate with their existing and prospective consumers. Numerous brands are now greatly expending this social media outlet to improve their digital marketing scheme by increasing their brands coverage.
Instagram is available on both Apple and android systems and it can be opened on standard Internet browsers too, making it easily accessible. Instagram helps organisations to increase the amount of social shoppers they receive, as images and 15 second video recommendations are shared it creates a buzz around a company. Organisations can portray themselves in a more current and approachable way which appeals to the viewer. Encouraging user-generated contents emboldens a more advanced relationship, and can be inspired with hash-tags.Social media has renovated the way that consumer behave online (Kaplan & Haenlein 2010). Users are gradually becoming more powerful and persuasive in regards to the organisations they are networking about (Muñiz & Schau 2007; Cova & Dalli 2009). Furthermore, their digital exchanges are more influential on consumer behaviour than former types of promotion and marketing (e.g. Chiou & Cheng 2003; Villanueva et al. 2008). These social interactions have been referred to as ‘new forms of customer empowerment’ (Cova & Pace 2006)