About Jessica Moreno

How to Find Your Brand’s Demographics

June 22nd, 2017

This is the fourth chapter of the ‘How to Build Your Brand from Scratch’. You can catch up on Choosing the Right Messaging Strategy, or Position Your Brand for Maximum ROI. We recommend starting from the beginning to get the full picture and maximize success for your brand.

Without speaking to a quality (targeted) audience, you’re wasting valuable time and resources. The most effective marketing campaigns follow this general procedure:

  • Find an accurate target market
  • Create interesting content
  • Integrate promotions with a strong content strategy
  • Test results for improvement
  • Repeat as needed

In this blog, we’ll focus on the steps required to locate who your market is, which is critical to the success of any marketing initiative.

The Benefits

Developing a strong brand for your business can be extremely beneficial, but only if your brand is targeting the right audiences. Targeting a specific customer does not exclude everyone else; however, it allows businesses to allocate their marketing and brand messaging towards those who are most likely to buy from you. This process has been proven to be affordable, efficient, and highly effective to both reach potential clients and to generate new business.

An example would be meal services that provide raw/fresh ingredients ready for the home cook to prepare. The shopping, and all food prep prior to cooking has been done and a recipe included. Who should they market to? Not Gen Z-ers who are just starting out, or seniors on a fixed income, but upper middle-class families where both parents work. The business’ target market would likely be 35-55 year olds with annual incomes upwards of $150,000 and who spend more than the national average on food/dining. Now that the firm’s target audience has been clearly defined, it is easier to determine where and how to put this business in front of these potential customers.

Here are some tips to help you define the best target audience for your business:

Current Customer Base

  • Who is buying from you?
  • Why are they buying from you?
  • Who is bringing your business the most revenue?
  • What do these people have in common? (Live in suburbia, live in an urban area, have families, have pets, etc.)
  • Who do you perceive that your competition is marketing to? (Do yourself a favor, look elsewhere, and find and secure your niche- those consumers that your competitors are not serving. Make this population segment yours.)

Conduct Market Research

Here is a critical step. To know which demographics to target, determine not only who needs your product, but also who is most likely to buy it. Create a product or service scenario. For example, the robotic vacuum cleaners. Every household needs a vacuum cleaner, but some two income households may not have the time to set aside for housework, yet cannot afford a housekeeping service. Robotic vacuums have gained popularity, but these are not inexpensive. Create the needs scenario about your products and services then consider the following factors relative to your prospective demographic:

  • Age
  • Urban/Suburban/Rural/Homeowner/Renter
  • Gender(s)
  • Joint income
  • Education level
  • Occupation if relevant: professional/office workers/etc.
  • If relevant: Ethnic background

By now with the assembled facts culled from your research, you should have an idea of who your demographic is. But that is just the beginning. To understand how your demographic thinks, consider how your products and services fit into your proposed target demographic’s lifestyle. How, and how often will your demographic use your product, need your services? What makes your particular brand appealing to the target? Does your proposed target search online for your goods and services, or do they read newspaper ads?

You can look for this information in a number of places. Digital agencies utilize a number of business softwares and other sources to cull statistical data. For lay persons, begin your search online using keywords relative to your business. Search for blogs that already speak to your proposed demographic. Look for survey results and forums where you will likely find opinions left by your target group. You can always conduct a survey by posting on your business website asking your customers for input and feedback.

Once you combine the facts of your research be prepared to ask yourself some hard questions:

  • Now that I know who my demographic is, are there enough people who fit my criteria?
  • How do I know if my niche is big enough to support my online business?
  • Does my business know what influences my demographic make sales decisions?
  • Can my demographic really afford my product/service?
  • What is the easiest way to reach this group?

The good news is that once you have zeroed in on your demographic, marketing to that specific group will be more direct and provide a better return for your investment. If you have any questions, or would assistance in targeting and marketing optimally to your business’ demographic, call for a consultation with our professional staff: (800) 978-3417.

How to Choose the Right Colors for Your Brand

June 2nd, 2017

As part of our blog series ‘how to build a brand from scratch’, we discuss how to choose the correct colors for your brand and why it’s so important. Do not take this step of the process lightly, as color association can be a key factor in future prospects’ decision making process. It can also be a vital component of your company’s long-term business strategy. So do not rush this step!

The Importance of Color for Branding

When establishing your business, messaging strategy, and overall brand, you have to consider your product/service, type of consumer, and desired niche to fill. But what about how your business makes its publics feel? It might seem arbitrary, but there’s a reason why people choose certain brands. It’s true that word-of-mouth is a large part of it, but considering large-scale demographics, the right brand and appeal is what makes the difference between success and failure. Having the appropriate logo and coloring is absolutely essential to communicating your message to potential customers, as well as the general public.

How People Perceive Color

Emotions stem from colors for the same reasons they do from sounds, smells, words, and any other sensation. Stop signs (the most important sign on the road) appear as they do because red is a color that is proven to stand out more than any other color, making it the most effective choice for a sign that is meant to save lives. It is important to note that color associations will vary based on individuals’ personal experiences. Nevertheless, colors do play a significant role in driving action, which is crucial for effective marketing efforts.

Whole Foods’ logo is green, resembling peace, and nature, as does their brand

Why Color Matters

Color and logo are only part of a larger communications strategy, but are vital in helping the main message resonate with consumers. Ensuring the whole strategy is cohesive is what will yield the best results. Remember, your strategy will only be as strong as its weakest link!

Chris Eglevsky, Design and Productions Manager at Active Web Group added “Color can be everything to a brand. If nothing else, people tend to remember colors, so it would be wise to choose the right ones.”

For a little more depth, we can look at the 5 Dimensions of Brand Personality, which consist of:

  1. Sincerity (honest, friendly, real)
  2. Excitement (energetic, passionate, bold)
  3. Competence (reliable, consistent, smart)
  4. Sophistication (elegant, superior)
  5. Ruggedness (strong, durable, long-lasting)

If someone were to describe a successful brand, it would almost certainly land in one of these categories, because these are what people relate to when they are interested in something. Many products are the same, so it’s up to the brand to distinguish it in a way that it can be seen in its own light.

For instance, Coke and Pepsi are very similar products, yet their branding suggests they would appeal to different types of consumers, considering they’re typically loyal to one or the other. This is because the two companies (like all successful businesses) advertise their brands over their products because it’s what ultimately separates their identities. Products are associated with brands and brands are associated with how these brands are promoted.

How to Choose the Correct Colors

A strong strategy all boils down to having a consistent message. Your brand’s colors should be cohesive with your brand’s personality and messaging strategy. If the colors of your brand don’t fit the intended feeling, your brand will lose strength and it will be increasingly difficult to grow your business. The familiar look, feel, and experience are what connect visuals to memories and emotions, and that’s what drives decisions.

So for a friendly reminder: Consistency is key!

Inconsistent branding is like click-bait. Sure, the content might generate some clicks, but when users realize the content was misleading and are not satisfied, they will leave and the objective will not be completed. In other words, if the claim is not consistent with reality, the best you will get is temporary attention, which is insufficient for strong, profitable business.

People like to know what they’re getting and they like to feel comfortable. Halloween colors are orange, yellow, and black, so a Halloween ad might be ineffective if the colors are red and green. A conflicting message and visuals would confuse people, which is also never good for business.

What You Need to Remember

So when it comes time for you to build a successful brand of your own don’t neglect the importance of your logo and color(s). The idea is to work off of general psychology and choose a color that will most appropriately communicate your brand’s personality and messaging strategy. So ask yourself: How do you want your brand to be perceived? When you know the answer to this question, decide your color with public perceptions in mind.

How to Create Your Brand’s Tone of Voice

May 23rd, 2017

This is the second of our 6-part series that details how to build your brand from scratch. If you’re new to this series, you might want to catch up on our previous blog, or feel free to move on to our next installment if you’re already caught up!

We’re sure you’ve heard the phrase “your chain is only as strong as its weakest link”. Well the same axiom holds true for your brand. Every link, every detail pertains to how your brand is perceived, and the tone you employ will resonate how prospective customers will identify your business.

A car has many working components. It has an engine, a battery, an alternator, brakes, tires, etc. If even one of these parts is not functioning properly, the car will not be safe to drive, or will not move at all. Your brand’s performance is similar and it’s not only important for your brand to maintain a consistent tone and voice, but, these attributes are also key to growing your brand’s reach.

Why Tone is Important

From a user’s perspective, your tone is one of the most prominent brand elements and helps site visitors to identify with it. Your tone helps set your brand apart from your competition. Having a friendly and consistent tone also helps to build trust, similar to how it would perform in an interpersonal relationship. In addition, your tone should adapt to represent varied demographics as your brand evolves, to continue to best represent your brand’s image. This means the ever-changing audience your brand attracts should be the main focus of your decisions regarding tone.

Before You Define Your Voice

Properly defining your brand’s tone of voice is impossible without the right knowledge. You need to first understand your audience, and what appeals to them (as with every other component of your brand). Knowing the buying habits of your intended audience will give you the insight needed to communicate to them with maximum efficiency. Due to Social Media, emails, and more conventional marketing processes, consumers are inundated with brand messaging, and have become conditioned to only listen to the promotions from brands they trust and/or associate with.

Similar to the needs of your audience, it’s equally important for your message to understand and convey a brand’s purpose. The same goals and intentions that are stated on your company’s mission statement should be kept in mind during every step of the branding process.

For example, Wendy’s does an outstanding job of understanding who they are as a brand. They don’t follow McDonald’s or Burger King because their brands wouldn’t appeal to Wendy’s cultivated fan base. Wendy’s purpose is to sell “fresh, never frozen beef”. In the fast food industry – that’s their niche. If they tried to imitate Burger King, they would lose their audience to the real Burger King, the same way Burger King would lose their followers if they tried to be Wendy’s. Knowing your own goals and remaining true to them will enable a brand to stay focused on furthering your brand, successful promotion after successful promotion – so know the difference between benchmarking competition and losing focus. A defined niche gives a brand an angle and unique strategy to work with.

“The art of marketing is the art of brand building. If you are not a brand you are a commodity. Then price is everything and the low cost producer is the only winner.” – Philip Kotler, Professor at the Kellogg School of Management

How to Define Your Voice

Once you have acquired the necessary knowledge about your brand, its market share, and know your demographic(s), you can form a voice designed to:

  • Perpetuate your brand’s intended role in your market
  • Speak directly to the audience most likely to have interest in your products/services

Begin this process by brainstorming with members of your team and try to describe your brand’s personality with a few words. Come to a joint agreement, and be sure the description dovetails with the goal you are setting for your brand.

As another example, take a look at Mercedes-Benz. This luxury car leader might choose words like “sophisticated, elite, and elegant” because these words represent what the marque stands for, while also appealing to the buying characteristics of their potential customers.

Once you have your brand’s words, work towards defining them further to get a better idea how they apply to your goal(s). For the example above, the hypothetical keywords provided represent what would make Mercedes-Benz stand out from not only other car brands, but other luxury car brands. Their current slogan is “The Best or Nothing”, because, given their prestigious history, they pride themselves on being the pinnacle of luxury cars.

Where Tone Comes into Play

Like the rest of your brand, your tone is meant to represent your company. Most people speak differently depending on where they are; such as a work compared to a social environment, for example. Every time your brand releases information, whether it’s through an advertisement, press release, content marketing effort, etc. these vehicles provide an opportunity to teach consumers what your brand stands for.

According to an Econsultancy survey, 73% of customers agreed that content with a strong personality has a better chance of creating brand loyalty. So if you’re going to depend on your brand’s personality to stand out, make sure it’s done properly.

Conclusion

Building a brand without a carefully curated tone of voice is not only counterintuitive, but also wastes valuable data that can be leveraged to increase your customer base and revenue. Having a consistent tone will not only help target the right audience, but will help keep loyal customers to appreciate long-term profits.

How to Stay Current with Social Media Trends

May 17th, 2017

social media trends

Social Media is always changing, so how can you stay on top of its trends? Keeping up within ever-changing online landscapes require the development of continuous learning and adaptation skills. Even the most experienced Social Media experts need to refine their skill set. They continue to update their strategies, to learn and practice new techniques, and become aware of and master the latest changes to new and existing Social Media platforms.

Why You Should Stay Current

It’s important to understand why you should keep up with Social Media trends. We’ll begin by highlighting some of benefits to having a Social Media mastery.

Being aware of and how to utilize the latest updates and trends from top platforms to benefit your website can keep you competitive and assist your business to get the greatest return on investment from every Marketing dollar.

For example, your brand could benefit from understanding and utilizing trends such as updates to:

  • Images/memes
  • Hashtags
  • Verbiage

How You Should Stay Current

Get Familiar

This might seem obvious, but your first step to understanding Social Media’s value to businesses is by using it yourself. You’ll soon see the user’s point of view, which can be beneficial when promoting your own content. Is there something that really annoys you about objectivity of the steady content barrage on Facebook or Twitter? You can now keep that in mind regarding content for your business to have a better chance of reaching your intended audience.

Alerts

Like to be the first to know? You’ll appreciate breaking news stories! Set up tracking alerts for popular hashtags and news trends. This can be done via:

  • Twitter
  • Google Alerts
  • Instagram Explore Tab

For example, a major trending campaign like #ShareACoke can be followed and benchmarked for additional insight on how long-term campaigns affect user engagement. Utilize a/b testing to establish the most effective components for your own marketing campaign(s).

Subscribe to Trustworthy Blogs and Publications

The digital world moves extremely fast and places a premium on accessing the right information as quickly as possible. It’s best to get your information from trustworthy blogs and publications, such as:

  • AWG Blog
  • Social Media Today
  • Social Media Examiner
  • Post Planner
  • Content Marketing Institute

Analyze Your Own Social Media Metrics

Utilize Social Media analytics for personal performance (use in addition to algorithm changes/updates and trending practices). This can also provide valuable insight as to how these new rules and updates apply to and/or affect your brand. The correct informational context is crucial, so it’s best to have an established method to understand and to deploy your data across all channels.

Social Media is an excellent tool for reaching your intended audience and for increasing your brand’s digital presence. If you’re not happy with the way your Social Media efforts are propelling your business forward, take advantage of a FREE Social Media Analysis from Active Web Group. Our experts will find ways to improve your strategy, boost efficiency, and increase revenue.

FREE Social Media Analysis

Tips for Creating Effective Social Media Ads

April 6th, 2017

Effective Social Media AdsIt’s important for businesses to promote themselves, whether through brand awareness, sales, content marketing or other effective methods. While many companies understand that it’s important to advertise, they might not understand what this strategy fully entails, and possibly miss performing important steps in the process toward achieving their goals. Currently, many companies are utilizing social media to further their brand, but by not having a clear idea of what they are trying to accomplish or how to go about it, time and money are likely being wasted. Below, Active Web Group’s Social Media professionals provide valuable insights to illustrate the right way to approach advertising on the Social Media platforms. Not only will this knowledge save time and money, but effective Social Media advertising will also accomplish your business’ primary goal- to further your brand.

Here’s Where Many Companies Go Wrong.

Can Your Business Relate?

Lacking a Clear Goal

It is pointless and a waste of money to advertise just for the sake of advertising. An effective ad always has a clear message, promoting awareness and/or persuasive action. Without a measurable goal, the ad’s quality will suffer, as will the metrics, which are key elements in successful long-term campaigns (explained below).

Overcomplicating the Message

When advertising on social media, understanding the consumer’s perspective is key. Like many other digital marketing efforts, social media provides a platform for users to find and digest information quickly because everything is instant. Most online visitors will have diminished attention spans so the message has to be made in five seconds or less, the time a visitor makes the decision to stay on a site or to leave. Therefore it’s absolutely essential to convey your message as quickly and simply as possible.

Social media users scroll their timelines in search of content from those feeds that they subscribe to (friends, family, entertainment, news, etc.) because these outlets are what pique their interests. These consumers are not, however, present for the sake of viewing your ad(s) so make sure your ad grabs attention, conveys a message, and either leaves a lasting impression, or drives an action (depending on the type of ad).

Not Testing

No ad is perfect, and it’s virtually impossible for someone to create a highly successful ad the first time around. No matter how successful or experienced the content developers may be, it’s vital to test different ideas and versions of each idea for optimal results. It might sound like a lot of work, but something as simple as changing one word can make the difference between success and failure.

Not Adapting to Data

Beyond their initial intention, ads may offer secondary benefit as they also provide or collect valuable information that can be used for your on-going marketing efforts. Based on the results, you can alter your content for consistent improvement. This could have to do with simple factors such as:

  • Timing
  • Design
  • Verbiage
  • Calls-to-Action
  • Among many, many others

Ineffective Targeting

Effective targeting might seem obvious, but many businesses neglect just how important this step is. Estimating your target audience is not enough, extensive research is imperative. If your ad misses its mark, you will waste valuable time and money.

Why Advertise on Social Media?

There are risks to consider when using any media outlet. Social Media success requires an initial understanding of who is the ad’s target audience. For many (including professionals), targeting is the largest hurdle to overcome when creating a series of advertisements. Social Media (Facebook specifically) can make this highly critical step much easier by allowing the advertiser to target by demographic features such including:

  • Age
  • Gender
  • Location
  • Income
  • Education
  • Occupation
  • Religion
  • Political Views
  • Leisurely Interests

With such specific fields and advanced algorithms at their disposal, Facebook is able to leverage information and accurately present your ad to prospects most likely to be interested in its content. Other than the specific fields of measures, Facebook also targets prospects more efficiently as you’re able to choose different ads, based on your goals.Facebook also captures advanced and ultra-specific analytics that help measure results with precise detail. This ensures little to no ad-spend is wasted in the process. Can billboards or television ads promise the same results?

Types of Ads

Facebook

Awareness

These are great for gaining traction and exposure for your brand, which is ideal for newer pages. Awareness ads work best when reaching a local public, rather than focusing more on demographics, which eventually becomes inevitable. Awareness ads consist of:

  • Brand Awareness

Promotes your content to increase your brand’s message, which is ideal for leaving an impression on potential customers

  • Reach

Maximizes impressions/exposure – the broader the message, the better results you will receive

Consideration

Consideration ads are typically used more for better-established pages. Running ads of this caliber are most advantageous when your brand has a defined Content Marketing Strategy and Buyer Personas established. Consideration ads consist of:

  • Traffic

Excellent for driving to a non-Facebook destination, such as your website

  • Engagement

Very broad when discussing social media in general, so Facebook took the liberty of breaking down this ad-type into 3 sub-categories

  • Post Engagement

Increases post likes/comments/shares – great method for creating viral content

  • Page Likes

Promotes your page to those likely interested – very important for starting your page

  • Event Responses

Promotes an event – good for targeting local

  • App Installs

Promotes your app

  • Video Views

Promotes video content

  • Lead Generation

Generate leads – perfect for businesses looking to gather information and encourage signups.

Facebook has also added a great new feature that allows you to split test your ads. Take advantage by making subtle changes such as copy, colors, calls-to-action, etc. to determine the most effective ad for your objective.

Conversion

Conversion ads help achieve the bottom line, which for many businesses is sales. Conversion ads consist of:

  • Conversions

After installing a tracking pixel, content is promoted and follows users, giving more insight as to how they responded to your ad beyond just conversions

  • Product Catalog Sales

Creates ads featuring products from your catalog

  • Store Visits

Promotes awareness for brick-and-mortars with store directions

Instagram

Since Facebook purchased Instagram, you can link accounts and run similar ads on each platform simultaneously. Only interested in Instagram advertising? You can remove Facebook from the placement section of your ad to run your ad on Instagram only.

Twitter

Website Clicks or Conversions

Promotes tweets where advertiser pays per link click – Ideal for driving website traffic and sales

Followers

Increases followers – great for new pages

Awareness

Increases awareness for your brand’s message – advertiser pays per impression

Tweet Engagement

Promotes content to users most likely to engage – ideal for increasing quality prospects

LinkedIn

Sponsored Content

Helps build brand awareness; best suited for B2B or recruiting efforts

InMail

Target prospects and sends personalized messages

Text Ads

Drives traffic to your website for increased conversions

Ads Aren’t Enough!

While advertising on social media is undoubtedly important, we must include that advertising is only one piece of the puzzle. In conjunction with a well-executed branding and content strategy, ads can boost reach, engagement and sales, but only if the aforementioned as been completed.

Organic Content

A steady balance of organic content maintains the attention of your audience and shows your brand is up-to-date. Ads are typically meant to boost the effect of your organic content as well as increase sales and website exposure. The larger you organic reach is, the farther your free daily organic content will extend your brand.

The 80/20 rule is a system of guidelines to follow in which 80% of the content you post is informative such as blogs, news about your company, branded content, relevant articles, etc. while the other 20% is content relating to leads and sales. If your promotional content is too heavy, your audience might be turned off to the idea of your brand, as they want to be taught and entertained, rather than sold.

Audiences

One HUGE misconception businesses have on follower counts occurs within the numbers. People assume success has been achieved when they see a large number of followers or subscribers, but fail to consider the value of each individual follower. Not all followers are created equal!
500 quality followers who will engage and eventually purchase is far more valuable than 5000 followers who are only following for a follow-back. If a follower isn’t paying attention to your content or buying, then they aren’t valuable. When assessing the importance of followers, consider why you have a social media presence in the first place.

Active Web Group is a full-service digital marketing agency that uses social media to produce success by connecting brands with their intended audiences. Looking to increase your social media presence and revenue? Get a FREE Social Media Marketing Analysis Now or contact Active Web Group at (800)978-3417 today!

How to Get Free Press for Your Small Business

March 23rd, 2017

Free Press for Your Small BusinessRunning a small business can be difficult and while publicity might be the last thing you’re thinking about, it’s vital to your brand’s success. Even if your business does not have a substantial advertising budget, you can further your brand for free by incorporating the following PR strategies into your Marketing efforts. Oh, and best of all, each option is free:

Consider Local Outreach

Building a local following is ideal for a small business because it establishes a foundation for a loyal following. Start by finding local events or businesses to partner with, which can help with brand building, allowing for free press in the process. You can research ways to gain exposure for your brand by searching local news and directories; just remember to think outside the box.

Use HARO to Find Journalists

HARO (Help A Reporter Out) is a very popular tool used by PR Pros and Journalists alike. HARO helps journalists find sources for articles they’re writing, and PR Pros when they’re looking for exposure. Send a pitch to get featured in desired publications to be seen as an influencer in your industry.

Find Quality Niche Publications

Target the most quality impressions by researching the publications your demographics are most likely to read. Begin by focusing on a specific industry, and then locate the popular publications your demographics are reading.

Build Relationships with Appropriate Journalists

Getting featured isn’t guaranteed. Many times a proposed topic will provide an excellent springboard for your brand, but the required information source will disqualify you. Expect that there will be competition, as well. To maximize results from these media outlets, work to establish positive relationships with reporters for the following reasons:

  1. They will be more likely to feature your submission.
  2. They might be able to refer or point you to another source if they can’t use you for a particular story.
  3. The goal is to establish a relationship where you can help each other out – it’s a win-win!

Create and Promote a Blog

When positioned properly any business can benefit from writing a blog. Blogging provides a free platform that allows you to entertain and inform your audience, while promoting your expertise. This is a great way to stand out from your competition!
Promoting your blog is easier than promoting a product or service for several reasons:

  • It’s free entertainment, so potential customers won’t feel like they’re being sold.
  • It’s a way to offer information/news from a unique perspective.
  • A catchy blog topic can tie into buzz-worthy news for more impressions and clicks.

Example: Popular Social Media software companies like Hootsuite and Buffer blog about Social Media Marketing. They rarely mention their own products because they blog to entertain and inform. Regular readers see their brand with more authority and trust, thus increasing the likelihood of trying one of their products.

Guest Post for Relevant Blogs

Blog readers are typically very loyal, especially when it comes to popular niche blogs. Begin by researching the most popular and influential blogs in your industry, contact the blog owners and ask if they’re interested in contributors. By guest writing on reputable blogs, your word will be credible as readers already trust the platform, and you will receive free exposure in return!

Utilize Social Media Marketing

Regardless of industry, you have potential customers on social media – so it’s time to capitalize. Make a statement for your brand to break away from your competition. Creating organic content meant to be shared is a great way to promote brand awareness and drive more traffic to your website.

Social Media Marketing is meant to encapsulate the story of your brand. Rather than just promoting your services, you can tie in all other marketing efforts with Social Media. Whether you write a new blog article, guest post for a relevant blog, are featured in an appropriate publication, host/attend a local event, or anything else that’s newsworthy, use Social Media to tell your brand’s story!

Effective branding can be the difference between a company failing or succeeding, regardless of size. But as we have demonstrated above, Brand Marketing is a full-time, continuous job. Seeking guidance for your small business’ brand? Contact the experts at Active Web Group and experience the true power of professional branding at 1-800-978-3417!

Facebook Advertising Update

February 15th, 2017

Facebook Advertising UpdateSoon, brands will have another powerful social media tool to increase awareness, their customer base, as well as its loyalty. Facebook is gradually releasing Page Engagement Custom Audiences (PECA) – which will allow brands to more fully utilize post engagement to increase key performance indicators. When the PECA rollout is complete, brands will be able to target their audiences to the degree that they can direct their promotions to those who have proven interest in their content. This should assist brands to create more effective campaigns for increased conversions since their prospect base will be known to have interest in the brand’s goods and services.

An Engagement Custom Audience is a new segmentation group of users who have engaged with previous content on Facebook. When utilized, advertisers will be able to create an audience which consists only of users who have visited a brand’s page, engaged with previous organic or paid posts, or directly interacted with the brand..

How Brands Will Capitalize

This is BIG news, as this new segmentation feature will allow for brands to advertise more efficiently on Facebook. The ability to target users who have already engaged with previous posts (implying some interest in a brand) will give brands the chance to experiment with a wider array of content to fish for more engagements. Facebook’s version of Social Remarketing is creating more opportunities for brands!

This will not only benefit brands, but users as well. The ability to advertise more efficiently means that ads will be more relevant, thereby increasing the overall user experience. This expanded capability will also give brands a better indication of ad performance, considering their ads will be seen by users who have historically responded. This is one of many ways that Facebook will be incorporating personalization tactics for their users.

Are your social media ads converting as they should be? Find out with a FREE confidential consultation with Active Web Group! We’re a full service digital marketing agency, providing social media strategy and execution for businesses of all sizes and industries! We also offer responsive web design, SEO, email marketing, PPC and other services to help your business succeed! For more information, or to arrange a confidential consultation, please reach us at (800) 978-3417.

The Importance of Responding Promptly on Social Media

January 16th, 2017

Responding on Social Media

Those who manage or are considering implementing a social media campaign need to consider the advantages to responding promptly on social media. It’s detrimental not to respond quickly and accurately to queries and requests, as social media has become a standard for branding. Any business that doesn’t excel at providing this simple customer service deliverable, will appear less desirable to potential customers. Over the last five years, social media has become a vital part of the customer service funnel, and you know the saying – the customer is always right. How will it look if you’re not responsive to your customers at their convenience? It’s important for your customers to know they can contact your brand, if and as needed. This can eliminate any hesitation to engage on social media, which can increase sales as well.

Poor Customer Service is Costing Brands an Estimated $41,000,000,000 Annually (New Voice Media)

Engagement with untapped consumer demographics is one of the main reasons brands establish and maintain social media presence. Therefore, keeping your customer waiting (and potentially ignoring them) is counterproductive. Providing the best possible customer service via social media outlets, should be seen as an opportunity to make a great impact on your customers.

FREE Social Media Consultation

Providing solid customer service promotes brand loyalty and increases overall retention – two vital elements to a successful business. Going the extra mile will also leave the impression that you care about your customers, which results in positive experiences and eventually, good word-of-mouth. This can be the best measure of brand marketing success!

Churn Rate Increases 15% for Customers When Brands Fail to Respond on Social Media (Gartner)

Social media is becoming the go-to place for customers to receive assistance, which means it can alleviate some of the reliance your business might have on call centers. Allocating your customer service to social media is not only showing your company is current; it’s also working efficiently, which can save money on overhead, and salaries.

To summarize, there is much to gain by responding promptly to consumers on social media, and much to lose by leaving these potential customers waiting. If increasing ROI is among your business goals, you might want to revamp the way your business handles customer service.

Are your social media accounts as engaging as they should be? Find out during a confidential discussion with Active Web Group! We are a full service digital marketing agency that provides social media strategy and account management for businesses of all sizes and industries. We also offer responsive web design, SEO, email marketing, PPC and other services to help your business succeed! You can reach us at (800) 978-3417.

What we can Learn from Samsung and the Explosive Note 7

November 1st, 2016

Highly anticipated by tech enthusiasts around the world, the consumer debut of the Samsung Note 7 was expected to make headlines- just not these headlines:

“Samsung recalls Galaxy Note 7 Worldwide Due to Exploding Battery Fears” – The Verge (9/2)

“Samsung Shares Plummet as Note 7 Debacle Deepens” – CNN Money (9/12)

“A Samsung Note Actually Exploded on an Airplane” – Vice (10/5)

While the issue of exploding batteries was certainly catastrophic in itself, Samsung made sure to make the best reactive decision they could – they recalled all (2.5 million) phones globally. With all things considered, a company’s response during a crisis is what defines them.

Anyone can make a mistake; it happens all the time – it’s almost inevitable. What separates companies who make these mistakes from their competitors is the way they handle it, and successful brand messaging demonstrated by Samsung’s immediate recall, is what keeps customers loyal.

What do we mean?

The average customer is less objective than you may think – many choose their desired brand for reasons other than the ideal “this product/service is more practical for me” approach. Brands (especially global brands like Samsung) have associated personalities that convey a certain feel, and their reactions in time of crisis speak volumes. For example, how would you feel if you realized you had been lied to? If a brand experiences conflict, does not make the issue public, and does not take immediate steps to remediate, what does that convey about their personality? It means their brand cannot be trusted, and people who favored that brand will likely switch their loyalties as well.

Samsung has recently branded itself with the concept of ‘innovation’ as seen on Younghee Lee’s (Samsung Marketing Executive) Adweek interview months prior to the incident. Samsung’s branding included a ‘bold attitude’, which was backed up when they recalled 2.5 million phones (losing a lot of money in the process). The speedy recall also demonstrated Samsung’s care and concern for their customers. Many brands advertise that they care, but few show it.

The Moral of the Story

While a crisis like this is unfortunate, it does not always mean financial ruin through loss of consumer confidence, if handled properly. Sticking to your branding through good times and bad helps communicate your true colors to your stated demographic, and true fans will respect it. While Samsung’s batteries might have failed them, their public relations division stepped up bigtime!

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