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The cost of digital marketing, can you afford not to pay it?

It’s now gotten to the stage that if your business hasn’t got a digital presence online you are in big trouble or going to be soon. With more and more consumers browsing and shopping not just from their computers but also using their smart phones and tablets, not having an online presence or any e-business facilities could be a disaster for your company. Businesses are now facing a future where as every digital marketer knows the value of content couldn’t be greater but what does this all cost?
Time as the old saying goes is money and are the only 2 currencies that businesses can trade with when looking into growing there business. If you don’t have time, then you must have money. If you don’t have money, then you must invest your time.

Time-is-Money

 

Nothing matters, especially for small-business owners more than finding the budget to implement new marketing strategies and improve their business. Although there are many roadblocks business owner’s face, money seems to be the biggest concern of all of them. Some key factors that need to make sure they are present if you want social media to work for you:

1 A Solid Social Media Marketing Strategy
A business is tied to an objective and so should its social media efforts. What are you looking to gain from an online presence needs to be carefully considered? Is it product promotion, sales or increasing brand awareness? Who is your target market? What is your competition doing? These are all question that must be answered before anything else is done. You need to clearly define your goals and the overall objective that you and your business are trying to achieve through social media.

2 Ongoing operation
Sadly, far too many business-owners think that social media is a one-time thing and take a “if you build it they will come” attitude. This is the wrong attitude as you need the customer to want to visit your website and ideally turn that visit into a sale and having stale and old content won’t do either of those things. The truth is that social media is changing every single day and consumers are looking for constantly updated content. Just as important, Google’s web crawlers or Googlebots are constantly seeking new content and not updating a website will affect its PageRank score.

3 Using the appropriate tools

social

Below is a listing of the more popular social media platforms and each of these social media sites will require a unique strategy tailored for each platform and why getting the correct marketing strategy is so important.

Facebook
Twitter
Google+
LinkedIn
YouTube
Pinterest
Tumblr

(more…)

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Social Media Usage

Have Brands become lazy in their attempts to engage with customers?

 

Is it just me or has anyone else noticed a large portion of content being posted by brands through their social media channels have become irrelevant and unimaginative. I like seeing funny pictures of cats as much as the next person but do I really have to see post after post of cats displaying there dislike for Mondays or even their delight for Fridays. It would appear to me that brands are running out of innovative ideas and are just posting for the sake of posting.

At the recent DMX Dublin 2014 event Tessa Berrera, Head of Social Media at Lexis and the woman who headed up the Social Media team at Red Bull for Felix Baumgartner’s world famous Stratos jump, argued the importance of thinking content first, brand second. She noted, social networks were built for people and hijacked by brands. Red Bull’s social model reflected this with a target mix of 40% amazing content; 40% user generated posts and only 20% brand messaging. Everything marketers do should be driven towards increasing those ‘moments of luck’ when users engage with our brands.

Red Bull SEO Marketing

Felix Baumgartner – Red Bull – Spacewalk

Can brands be totally to blame for this? Not entirely. Recent statistics relating to Facebook popular Business Pages would indicate that in 2014 only 2% of organic content is displayed on Facebook fans timelines. If you want your content to be seen it’s going to have to be paid for to be likely to be seen by a significant amount of people. We all know by now that Facebook is a public company and they have shareholders who are going to want a return on their investment but you have to ask is it worth creating an innovative Facebook advertising campaign based on these figures.

However brands need to increase the amount of innovate and amazing content if they want any chance of there content to be engaged with by their followers.Throwing out non relevant, sometimes annoying content in our faces through there digital marketing channels is not going to assist them in increasing these engagement rates.

The official Fanta Orange Facebook page with 13 million followers the day after St Patrick’s Day sent out the following post

Fanta Orange SEO Digital Marketing

Fanta Facebook Header

Fanta Facebook Post

Fanta Facebook Post – 18 March 2014

With over 13 million followers this posted received, 0 likes and 0 shares. Admittedly we are all little less engaging the day after St Patrick’s Day festivities but with 13 million followers to have no engagement whatsoever on a post is almost unbelievable. Taking into account Facebook’s limiting visibility on brand pages this particular post from an international brand was just outright boring and received the engagement value its deserved, None!

Its Twitter page is far less impressive. With over 18,000 followers it hasn’t posted since October 22nd

Fanta Twiiter Page

Fanta Twiiter Page

This is a huge company with massive marketing budgets. Surely there is no excuse for such a poor Social Media presence.

One of the most popular and entraining content I have seen in the last 12 months on broadcasted through the major social media sites didn’t even happen to be an brand advert

With over two million views on You Tube alone this was one of the most viewed, shared and liked pieces of content by Irish internet users in 2013. Seen by many outside of Ireland this was a great advertisement for the friendly atmosphere Dublin has to offer. Who was behind it? Failte Ireland maybe??  Nope! No brand managers, no advertisers or PR agencies. Okay there was a little advertising on behalf of the speaker company but this wasn’t the initial intention.

This would have been a mammoth success if a brand had had the idea of orchestrating this event and promoting there brand.

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