Posted in Social Media

How to ensure Social Media Goals Solve Challenges facing your business?

Social Media Icons

Social media was often seen as the outcast of the marketing communication department —the place where most interns started their careers and brands could say random things with little to no repercussions. But times have changed in recent times and the industry has evolved to it matured state.

It’s true, social media is still a wonderful platform for brands to have a little fun, but it also has a real and measurable impact on businesses bottom line going forward. Thus, social media can no longer be ignored or taken for granted as it has become a very powerful digital marketing tool. It has become a crucial part of brand’s business strategy in many industries.

To ensure that your social media marketing campaigns contribute to your brand’s greater business objectives, I have put together a checklist to make sure you are compliant and doing things alright…

 

Social Media Channels for brands

What are your Social Media Goals as a business? ­

  • Increase and raise brand awareness ­
  • Improve customer service and retention
  • Drive and grow website traffic
  • Gather quality leads
  • Source job candidates

Goals image

Goal setting is essential for all marketing and business strategies – this is no different from social media as well.  If you are doing this for the first time for your brand or company it can be difficult with resources, guidance and what the objectives should be used. As guide, I have highlighted some of the challenges you need to consider:

  • Has your website traffic dipped?
  • Is customer loyalty and retention level low?
  • Do you need to do a better job of building a positive brand reputation?
  • Do you just need to make people aware that your product exists?

Having a smart social media marketing campaign can help address each of these questions. Prove your social media team’s worth by tackling them head on.

How to overcome a low website challenge for your brand?

In the digital age we are, 85% of customers go online to research about product or service before making a purchase. A brand’s website, therefore, is one of its most important marketing tools. Low website traffic can mean fewer customers and lower revenue for your business. To combat this challenge, your social team should focus its goals on creating URL’s (Uniform Resource Locator) directly to the website (either they are from your own social posts or influencers). Website URL’s to useful content, subpages and company images to position your website and your brand as a useful resource rather than just another component in the corporate world. Such website traffic should increase leads and, in the long run, revenues for your brand.

Social Media Role for Brands

What to do to overcome decreasing Customer Retention Levels?

According to The Chartered Institute of Marketing (CIM), it costs 7 to 10 times more to acquire a customer than to retain one. To keep your customers around, use social as a tool to support, communicate and engage. Keeping a good social engaging relationship with your customers should translate into a better perception and cordial relationship with your brand. As you develop a strong social bond, customers will be more likely to stick with your brand time and time again.

How do you improve poor customer service for your brand?

Savvy Customers turn to social to engage with businesses day in and day out. Therefore, it is important for your brand to be ready to help customers on any channel or touch point of the customer journey they can contact you through. Adequately equip your social media team with the tools, education and authority to respond to customer questions and issues. By doing do, you will be prepared to respond to your customers in a timely and accurate way, regardless of how they reach out to you.

Social Media and Brand Awareness
Raise Awareness of Your Brand

 How to overcome the challenge of weak Brand Awareness?

Social media allows you to reach a broader customer base. But honing and perfecting that message takes brain power and time. To create authentic and lasting brand awareness, avoid over promotional messaging; instead, focus on creating meaningful and engaging content as well as a strong brand personality through your social channels. Identify relevant hashtags and industry influencers you can engage with, and tap into those resources to extend your brand’s overall awareness to your customer base.

In a nutshell, do not fool yourself into believing that social media is completely free marketing. Your time is valuable, especially if you are just starting up or you are a small business. Out-of-focus efforts spent on social media can quickly become a huge time sink for your brand and business strategy.

Posted in Digital Marketing, Direct Mail, Latest Blog, Search Engine Marketing (SEM), Search Engine Optimisation, Social Media

5 Reasons to Integrate Direct Mail and Digital Marketing

Business mailing lists still rank among the most customizable and therefore most effective methods for messaging an audience of potential customers. Direct mail may not necessarily be the cheapest, but cheap marketing doesn’t always make for a great customer engagement and brand reputation.

Direct mail – in the era of Twitter, LinkedIn, Facebook, Google, and Amazon – may seem to the digital marketing enthusiast to be a thing of the past. Digital Ad viewability remains an issue in the digital landscape. With response rates from email marketing remaining in decline, thanks to the efforts of Gmail and other email providers’ to auto-route commercial emails to hidden areas behind the “promotional” tabs . Although Content Marketing has become the main strategy for digital marketers it remains an uphill battle in the digital environment in which the supply of content exceeds the supply of human readers (demand).

Customer Contact Touch-Point
How your customers want to be contacted?

Direct mail is however, still effective for a couple of reasons.

  1. Direct Postal Mail Gives You a True Opt-in

Using direct mail to entice your customers to visit a customised uniform resource identifier (URL) or activating an app or QR code (Quick Response Code) is an excellent way to assemble lists of truly engaged customers. Integration of postal mail campaigns with marketing automation suites and standard analytics packages is easier than ever.

  1. Digitise your Print Effort

Integrating digital tools incorporated into a direct mail campaign, can help track your customers movements as they make their decisions. For example, a QR code that leads to your app or a personalized URL that leads to a landing page, or social media account information all help you track where your customers come from, how interested they are in your products, and what information they might need to complete a purchase. Blending your direct mail and digital marketing strategies isn’t hard, either.

  1. Perfect for Local Business Branding

When mixed with a solid digital marketing campaign, direct mail can really boost local business reputation and brand awareness. Your mail pieces can grab the attention of customers in your local area and direct them to social media accounts and your brand website.

  1. Offer Exclusive Benefits – Discount or Promotion

One of the main reasons consumers indicate for subscribing to mailing lists, social media channels and newsletters for their beloved brands is their desire to keep apprised of hot new sales, deals and news, as well as receive exclusive coupons. Anticipating special offers normally keep consumers on the lookout for your direct mail. Without the initial touch from you in their mailbox, customers might never find you and remember once you have a good promotion or discount – word of mouth can be a perfect tool for your brand as well boosting searches online.

  1. Traditionally Customers still love Postcards and Physical Mail

When you send a marketing e-mail, the only chance your brand gets to catch your buyers’ eyes is the subject line and through personalisation. Most customers won’t even look at that before performing a mass delete of messages in their inbox. We all agree there is too much email content to consume on a daily basis don’t we?

With direct mail, however, recipients won’t be able to avoid seeing the message, even if only for a moment. That kind of visibility makes your direct mail much more powerful and that resonates with your customers.

At first glance, direct mail marketing and Search Engine Optimisation (SEO) have absolutely nothing in common –these are two different monsters. But if consumers don’t know to look for your brand online, your SEO doesn’t really help much in anyway, does it..? By introducing yourself through direct mail, you put your brand on prospects’ radars. Including a URL (landing page to collect enquiries) for your company, does result in search result skyrocketing high for your brand. The more relevant Google thinks your site is, the more likely you will be shown up higher in search rankings. Whether customers find your website through a Google search or by entering your direct website address, search engines give you points for relevance.