Social Media Tip: Celebrate Wins

Social Media Tip: Celebrate Wins 

red capThe #1 reason most people “unfriend” someone on Facebook is because of offensive comments. Can you guess the #2 reason? Well, according to NM Incite (click here for more compelling Facebook usage facts), it’s because they feel they are being sold products. Based on this research data, I think it’s safe to say people do not want to see negative or offensive comments nor do they want to be constantly sold.

Most people tend to seek out relationships that are positive, and this includes their social media contacts. Your friends, family, co-workers and bosses (let’s face it, pretty much everyone you come in contact with) are tuning in and checking their news feed as often as they do because they enjoying seeing their friend’s and families’ activities or they are gathering news and other relevant information. You may notice that your social media sphere of influence is sharing things they find funny or important to them.

Your company’s social media account is a way to communicate your brand and to grow your client base. Social Media gives you a chance to spotlight your company’s wins and culture in a non-selling, un-promotional way. It’s PR that has a great ROI.

Let’s take a look at how Red Cap Plumbing sets up their social media posts:

red cap 2

 

 

 

 

In the first photo, their post celebrates their employee, gives him kudos for his professionalism, and pokes fun at a possible inflammatory situation. In the next post, Red Cap Plumbing celebrates their customer. They understand the importance of fun and relevant posts! Their audience probably feels good vibes from the company and will be more likely to support their business. Red Cap has figured out how to interact in a positive way that is interesting to the audience about a service that is essentially, not interesting.

Benefits of Celebrating Your Wins on Social Media:

Makes you look successful – You can celebrate the smallest of victories like Red Cap did for their employee in the example above. It will help you to recognize the weekly achievements as well as the longer term strategies accomplished.

Internal motivation – The positive will encourage sharing and interaction with your employees. People love positive recognition!

Generates press and opportunities – Focusing on achievements will help you hone in on what is worth sharing with the media and press in your area.

Focuses on the positive – It helps you to create a company culture that is always looking for the positive. Positive work environments correlate to increased happiness and productivity within your company.

Inspires other marketing materials – These posts might become the inspiration for other more traditional channels of marketing.

Your company’s Facebook page is your chance to share your brand’s message on a daily basis. Start celebrating your wins and you will see the power of social media.

Content Marketing: Social Media Style

http://www.dreamstime.com/royalty-free-stock-photography-blog-marketing-concept-business-hand-pointing-image35801387Content Marketing: Social Media Style

Whether you love or hate the social media trend; the reality is that it is a part of American culture, with people of all ages devoting time to their favorite social media outlet. Think about it – if you have kids, they are on social media, you and your friends are on social media, and more than likely, even your parents have an account on one of the social media outlets. In fact, the 55-64 year old age group is the fastest growing age group on Twitter. Social media has broadened into every age group imaginable. According to the Business Insider (BI), Social Media is now the top Internet activity. BI reports that Americans spend an average of 37 minutes per day on social media, a higher time-spend than any other major Internet activity, including email. As a business owner, you have an opportunity to use social media to:

a) interact with your target market daily,
b) develop brand loyalty, and
c) generate new business.

So, how do you develop a social content marketing strategy that keeps your people engaged?  Here are a few tips in keeping your brand in the newsfeeds:

1. Use photos.

According to recent marketing research, photos makeup 93% of the most engaging posts on Facebook. Maybe it’s because; the brain processes visual data 60,000 times faster. While website links or YouTube videos might be relevant or interesting to your brand, people aren’t likely to share them. Grab your audience with a photo and they will share with their network allowing you to reach new people.

2. Plan out your top social media outlets for postings.

When developing your marketing plan, you will need to identify the top social media outlets that are the best fit for your company. Social media gives people the illusion of personal conversations so if you post the same info across all your social media outlets, you will lose the conversational approach. For instance, tailor your Twitter tweets to the twitter audience. A tweet includes a shorter message, but with relevant #hashtags and interaction with key people interested in your content. Also, since the newsfeed shifts so quickly, you can re-post a blog link several times, but try that on Facebook and people will be turned off.

3. Blog

Did you know that B2b companies that blog generate 67% more leads than those that don’t!  In fact, it’s so important that we devoted last month’s entire blog to the subject: Click here to read Content Marketing – Blog Writing.

4. Don’t be a robot.

For time efficiency, you will need to automate some of your social media postings. However, there must be a real live person engaging the audience, sharing info, growing the site, and handling any positive or negative feedback. People want to think there is a beating heart behind your brand.

5. Use customer testimonials.

According to Social Times, customer testimonials have the highest effective rate in social media sharing at 89%. The great news about this is that these are so easy to share on social media! Post the positive, support it with a picture, and you just graduated from PR101!

Let’s face it; it’s a full time job keeping up with content marketing. We will develop a content marketing playbook for you,and track metrics to support its effectiveness. Because we are a small firm we can shift the plan based on results, and find deep engagement with you target audience. The potential of content marketing via social media is endless. Isn’t it time you tested the waters?

PR & SEO – A Happy Marriage

PR & SEO – A Happy Marriage

clip art

PR & SEO – A Happy Marriage

First and foremost, PR has changed. Many business owners have a misconception that Public Relations (PR) is only a strategy for large companies, who can afford to spend big money to manage their brand. However, in reality, almost every kind of business needs a PR strategy. Today most of us do online research before we make a purchase. Search engines have leveled the playing field for small and medium size businesses to compete with large companies on a local level. Suddenly small businesses are visible on search engines and engaging with large audiences via their social media sites. The way your brand is represented on-line is modern day PR.

Effective PR strategies have these three components:

1) Brand Alliance – Your online presence represents your business in a way that matches your company’s mission and values.

2) Happy Customer Social Engagement: People are satisfied with their experience with your company and are sharing that message. Are you actively monitoring your social media sites to see how your customers really feel about your brand? This is called Online Reputation Management (ORM).

3) And perhaps most importantly, a Search Engine Optimization (SEO) strategy. Can consumers find you when they search online? If they can’t find you, they WILL find your competition! According to a poll by MarketShareHitsLink.com, over 61% of people use the Internet to research products before their purchase, and 75% of them won’t scroll past the first page of search results.1

So how does a PR campaign help your SEO efforts? Here are 4 reasons PR & SEO have a happy marriage:

1) Press Releases – Share your press release with a wire service and on your social media sites. This kind of sharing will increase traffic to your website and boost your site’s search engine ranking.

2) Blogging and Guest Blogging – Blogs are important because they allow you to share your expertise and become a trusted source of information and because they will help your SEO efforts. It is important to write a keyword-targeted blog on a frequent basis. If you are not a good writer, hire a company like Playbook who can take your ideas and formulate them in a meaningful way. We will also help you develop relationships with other bloggers and key social influencers, which give you the ability to share and expand voice.

3) Social Media Content – An effective social media strategy that produces quality content will help your SEO efforts.

4) Add a Press Section to Your Website – Keep a section on your site that you keep updating with all your press links, and everywhere you have been featured. These links will increase your SEO efforts. Google alert will help you keep track of all your press.

With over 131 billion searches per month on the web2, it is vital you get your company seen on-line. PR & SEO are cost-effective, long-term strategy to increase your visibility online and in the marketplace.

1 Interconnected World: Shopping and Personal Finance, 2012
2 Comscore, January 2010

Reasons Why You Need a Blog

Reasons to Blog

How to BLOG?????

An effective business blog has the potential to result in companies gaining, on average, a 55% increase in traffic. The more often you post, the more often Google indexes your site. Blogging IS effective.

If you think of your website as your company store front―windows for the would-be customer to look through to see what you offer―think of your blog as a window to your company’s soul…and personality. It’s here where you can truly connect with your current and potential customers. We don’t buy a product or service that we don’t understand or believe in. How does it work? What does it do for me? Without the answers to these questions, it’s difficult for a consumer to take action.

A blog gives us the know-how…and the access. When was the last time you followed through with purchase based on something you read in a magazine? Did you clip the article and carry it with you to the store? Probably not. Blogs are 63% more likely to influence purchase decisions than magazines.

What’s the expression? You can never be too thin or too rich…or have eyelashes that are too long? Add “you can’t have too much content” to the list. Give me more. If your business has 40+ different landing pages, you’ll generate ten times more leads than the slackers with less than six pages. And once you get that blog post tally up above 200, you’ll generate three and a half times more leads than those who have less than 21 posts. 200 may seem like a daunting number, but start today and it will be here before you know it.

If Blog CONTENT IS KING, then social media users make up its vast Kingdom.

 

According to Tom Pick at JeffBullas.com, “63% of companies said they had improved their marketing effectiveness, simply by posting blog content on social media channels.”

A blog will increase your customer reach, stimulate sales, build brand loyalty, validate your expertise, raise your SEO and help your business stand out from the competition.

What are you waiting for? Curious about QUALITY content marketing? Contact Playbook Public Relations, LLC today.

Hashtags Are Here to Stay

Hashtags Are Here to Stay

Justin Timberlake and Jimmy Fallon’s clip on hashtags is really #LOL funny and totally #CLASSIC!

Seriously, hashtags are here to stay, and in all types of social media and marketing. Google+, Twitter, Facebook, Instagram, Pinterest all show increased engagement in posts when hashtags are used. They may not be a part of how we speak, but they are a part of how we speak and search in the social media world. TIP: Don’t overdo the hashtags, research shows posts with more than two hashtags actually will drop your end-user engagement by 17%.

Playbook Takeaway:

Always make sure your social media posts have 1-2 relevant hashtags. Why? Because that’s how people are searching for things they need or interest them. Twitter studies show using #hashtags in your tweets increase engagement by two-fold. When you use them people who aren’t following you or aren’t your fan/friend can search the hashtag used and find your content, thereby, potentially increasing your exposure to millions of social media users.  For example, if I am looking for pictures and posts related to the USF Bulls football game I would search #USFBULLS or #usfbulls in the hashtag section of Instagram and then I would find all the post related to that search.   TIP: Be aware that #capitalizationmatters! 

When designing your social media plan for the month, consider the possible hashtags you will be using. Tagboard is a good site for researching what is being posted with certain hashtags. TIP: Try visiting sites like Hashtags.org, RiteTag and Hashify to research what’s trending or to get feedback on the hashtags you plan to use.You may also research what hashtags competitors or experts in your field are using to help grow and inform your hashtag list 

Please contact the social media experts at Playbook and let us help you grow your business and revenues!

Are you Overusing #hashtags-

Urgent SEO News – Google Algorithm Updated

SEO News – Google Algorithm Updated

new-google-logo-officialGoogle This week, Google rolled out their latest search algorithm change. For people conducting mobile searches, priority will now be given to websites that Google classifies as mobile-friendly. (As I have mentioned in previous blogs, 68% of searches are done on mobile devices!)

If you are not sure your site is mobile-friendly, Google has a quick and easy tool to test your site. This tool will tell you if Google considers your site to be mobile-friendly. It will also provide feedback gathered about what needs to change (font too small, links too close together, etc.) in order to improve the site’s mobile function. Your site must be mobile-friendly, or your SEO ranking will be drastically lower. This new algorithm will not affect desktop searches and your current SEO ranking there.

There are several ways to fix your website and make it mobile friendly:

  • Update the layout and theme on WordPress to a mobile-friendly layout
  • Have an expert review and adjust
  • Implement brand new site that is mobile-friendly

Because more searches are mobile, this algorithm update could have a big impact on companies that do not have mobile sites, and they will see a decline in search traffic. Looking at your website’s analytics to determine how much traffic you currently get from mobile searches, will give you a good idea of the impact to your business.

With people of all ages tapping into the power of mobile, switching to a mobile friendly website seems inevitable and a cost of the evolution of technology.

Call us today! We can make sure you are mobile ready!

Social Media Tip- #SharetheGood

Social Media Tip #SharetheGood

#SharetheGood

Social Media Tip – #SharetheGood

Social media can get a bad rap. We blame social media for the declining social skills of our children, for keeping people plugged into their computers for hours of their free time and a whole slew of other problems that could be caused by the advent of social media.

But it can also be a tool for a whole range of positive things. Within minutes, people can connect to their family and friends that are continents away to share photos and stories of their lives. People share their favorite experiences, their favorite quotes, their accomplishments and their dreams.

This sharing of the “good” has given rise to what BlogSpot terms, Human to Human Marketing. Companies that use Human to Human Marketing make their messaging and images personal, conversational, and inspiring. This approach often creates consumers that feel more brand loyalty and “closer” to these brands.

Can a brand be your “friend”? On social media, it can. Your brand message can show up in their timeline right next to their best friend getting married and photos of their cousin’s new baby. Making sure your images and photos have the Human approach ensures that you get noticed and remembered.

Consider adding this approach to your marketing strategy this year, especially the social media plan. You can still sell your products with adding in a call-to-action in these posts. The call-to-action could be growing your email list, a targeted offer or direction to your website for increased traffic.

If you are ready to create a Human to Human Marketing plan, we can help, contact us today!

Emotional Appeal Marketing

Emotional Appeal Marketing

Budweiser_dog_superbowl_ads_2015Did you notice something different about this year’s Super Bowl commercials? I did. They were decidedly less jovial.  Instead of getting laughs, the majority of the commercials focused on pulling your heart strings and creating an emotional response. Even most of the male-targeted commercials appealed to the sensitive man that cared about his family and wasn’t afraid to be a nurturing part of the home life. I like to call it “Sensitivity Marketing” and the fact that this kind of advertising dominated the Super Bowl shows us the Millennials have not only arrived but are major influencers to mainstream media!

With the advent of social media and the ability for consumers to have brand information on a daily basis, the marketing messages have softened and become more emotional. Millennials seem to connect with deep emotions and feelings. They don’t want to feel like they are constantly being sold a product. They want to buy a product because it “feels” right, maybe it is green-friendly or evokes good memories from their childhood, or the company is run by good people. This emotional appeal marketing strategy is effectively influencing purchasing decisions for both men and women.

Emotional Appeal Marketing uses a variety of techniques such as tone, lighting, color scheme, and mood to appeal to consumer emotions like empathy, sympathy, and happiness. This, in contrast to Rational Appeal Marketing, which attempts to prove the product’s quality and usefulness to the consumer by performing a product demonstration or citing facts.

According to Executiveboard.com, Emotional Appeal Marketing messages are twice as effective as Rational Appeal or promotional advertising.

The chart below highlights just how effective emotional marketing can be.

emotional marketing

According to Neuroscience Marketing, campaigns with purely emotional content performed about twice as well as the rational content approach, and those that were purely emotional did a little better those that mixed emotional and rational content.

Hiring a marketing company that understands how to make an authentic emotional campaign is key. Since the marketing firm should believe in your product and understand the emotional value, your potential customers will too. Emotional marketing increases brand loyalty and will help you build long-term relationships with your target audience.

What’s your marketing and PR strategy, and is it appealing to your target audience?

What is Content Marketing?

What is Content Marketing?

Content Marketing

Content Marketing

According to Content Marketing Institute,

[quote align=”center” color=”#999999″] “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”[/quote]

Part 1: What is Content Marketing?

Blog Writing

Blog Writing should be the first important component of your Content Marketing Strategy. An expertly written blog is an important way to grow the organic search reach of your brand. It improves search engine rankings, which makes it easier for people to find your brand in their searches, and it plays a significant role in your long-term marketing PR strategy. For example, if your marketing materials are designed to make you “appear” as an expert in your field then your blog is the perfect way for you to voice your expertise. According to Social Media Today research, 81% of the online population trusts the information they receive from bloggers.[2] Here are 3 quick ways to make blogging a part of your marketing strategy:

1. Quality Counts.

It’s simple – your consumer doesn’t want to read a blog that is uninformative or poorly written. If writing isn’t your strong point or you don’t have time then hire a marketing PR firm that offers blog writing services.

2. Know Your Market and Set an Editorial Calendar for Content.

Ask yourself: What information would be useful to my customer? A blog writing schedule should be planned out for the year in order to help capitalize on trending topics. For example, when PBPR wrote the blog for IQuit with AHEC (Tobacco Free Florida’s in-person option of “3 Free & Easy Ways to Quit”) this May, we wrote about smoking’s effect on skin cancer, since the trending search topic during the month of May is Skin Cancer Awareness. Our client’s blog has the potential to expand their organic reach when the topic is relevant.

3. Use Keyword Rich Blog Content.

You want your blog to come up when people are searching for topics that pertain to your field. Then your blog better contain keywords relevant to that topic. But be careful Google will penalize you for overstuffing your blog with keywords! Blogging also gives you a way to connect with others in your business community and makes customers feel like you are reaching out to them in a friendly, useful manner without just being sold to. Not only that, but you can start to build a network with other bloggers to promote your product or to be a guest writer on their site.

In Part 2 of our blog series, “What is Content Marketing?” we will discuss the second important element of Content Marketing: Sharing relevant content through social media marketing.  

 

1 http://contentmarketinginstitute.com/what-is-content-marketing/

2 http://socialmediatoday.com/irfan-ahmad/2443541/tips-developing-solid-blogger-outreach-strategy-infographic

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