Random Post
Search
  • Home
  • Author: Melanie
Social Media Giveaways Breakfast

Social Media Giveaways & Contests (Recap)

I know what you’re thinking. “Didn’t Melanie just tell us that we can’t have contests on Facebook anymore?” Yes. Yes, I did. However, the latest Social Media Club – KC breakfast, “Social Media Contests and Giveaways,” was about more than the “Like, Comment, Share” Facebook contests I was referring to in that blog post. During this Q&A panel, Kasim Hardaway (founder, TKC Agency) and Brandon Painter (content manager, Barkley), discussed the various ways you can use contests and giveaways on all social media (not just Facebook) to build a following, gather information and analytics, and even generate content from your customers! Here are some of the highlights. Be Prepared, Have a Plan & Communicate Kasim recommends having a clear strategy for your social media contest or giveaway. Don’t have a contest just for the sake of having one. Do you want to increase your followers on a social platform? Do you want to collect email addresses for your email database? Do you want to gather user-generated content (UGC)? Determine your end goal for the contest and start from there. Kasim…

Finding Success on Facebook for Your Small Business with a Team of One (Recap)

All AWG retailers are independently owned and many are smaller, one-store operations. They often don’t have the resources to manage large-scale social media strategies with expensive agencies so they come to us for help. Or they hire a marketing professional to work for them in-house. Either way, many of our stores work on small budget with small teams, sometimes even a team of one. I recently attended a Social Media Club of Kansas City professional development breakfast with guest speaker Travis Pflanz, owner of WebWorks of KC. His presentation, titled “Finding Success on Facebook with a Team of One,” highlighted strategies and tools small businesses can use to maximize their Facebook marketing with small teams and small budgets. Travis drove home one point throughout the presentation. All businesses should focus on their website and any other non-social digital properties they own before even considering Facebook or social media in general. He reminded the audience that your business doesn’t own Facebook, but you do own your website. Make sure you have a strong content strategy on your website first. You can…

Smartphone

Facebook Advertising 101

I regularly write blog posts about what our retailers can do to increase organic reach on Facebook. However, this doesn’t mean you shouldn’t take advantage of paid Facebook advertising, which includes Facebook ads and boosted posts. Paying for additional exposure on Facebook is becoming more important as you try to stand out among all the clutter your customers see in their Facebook timeline. Since this is my first post about how to use Facebook advertising, I’m going to keep it pretty high-level and focus on the most common questions I get from retailers who don’t have much experience with this digital marketing strategy. Why Should I Use Facebook Advertising? Despite the ongoing rumors that “Facebook is dead,” and even the recent controversies surrounding the social media platform, two billion people still actively use it every month. And while it isn’t as popular with people in their late teens and twenties, you can focus on that demographic with Instagram. Here are a few tips from one of my recent blog posts about Instagram strategy. You can use paid advertising on Instagram…

Social Media Marketing

What Makes Social Content Great?

In the 4 ½ years I’ve worked for AWG, it’s been surprisingly difficult to get content consistently from the retailers I work with on digital marketing. Whether I’m working with a store owner or director, a department manager, or an up-and-coming associate, I often hear, “I’m not sure what to send you for social media content.” And you’d think it would be a no-brainer. Take pictures of food, of course! Food pictures are all over social media, right? But that’s part of the problem. Even when I do receive content from stores, sometimes it’s just a little too generic. You may have a beautiful produce display that makes for a great picture, but what differentiates it from any other produce display at a grocery store? The more popular social media has become, the more “noise” there is on every channel. You have to make your content stand out so that customers can find it through all that noise. Using these different types of evergreen content can change things up and help you stand out on social. Timely Content Like I…

The Art + Strategy Behind an Effective Instagram Account (Webinar Recap)

Quinn Tempest, freelance graphic designer and digital marketing strategist, started out her webinar about Instagram with this simple quote. It’s a simple quote for a simple social media platform. While the platform is simple, your Instagram content strategy should be anything but. According to Quinn, there has to be a balance between the art of content creation and content strategy for your business Instagram account. Instagram for business isn’t just about pretty pictures. Quinn started with some stats about the current growth and success of the Instagram platform: At the end of 2017, Instagram was at 800 million active users. Growing at 100 million users per four months, Instagram has 500 million daily active users.  300 million of the daily active users are daily active Instagram story users. At the end of November 2017, 25 million businesses were on Instagram 200 million people actively visit a brand’s profile daily. If these numbers aren’t enough to convince you to get an Instagram account for your business and get serious about your strategy, I don’t know what will!   Quinn emphasized the…

Computer Video

Video Content Strategy for Smart People (IABC Breakout Session Recap)

You may have heard that video is becoming a pretty big deal in digital marketing. Facebook is prioritizing video posts higher than other types of content when their algorithm determines what to show in the News Feed. And in case you didn’t realize the level of its popularity, YouTube has more than one billion users — or one third of the internet. The last breakout session I attended at the 2018 Business Communicators Summit for the KC chapter of IABC was presented by Jolean Olson of Scenic Road Products. She shared with us why video is so important to marketing (both internal and external) and how to develop the best strategy for your company to use video. First she covered why video is so important. Employees are 75% more likely to watch a video than to read documents, emails or web articles. Video generates 3x as many monthly visitors to a website as other content Visitors spend 88% more time on a website that includes video Organic traffic from search engines increases by 157% with video While it’s great to…

Hallmark Logo

How Words Get You Found (IABC Summit Breakout Session Recap)

In my first recap of the 2018 Business Communicators Summit for the KC chapter of IABC, I covered the keynote address about demystifying content marketing. So let’s look at this recap of a presentation that demystifies search engine optimization, or SEO. And I’ll be honest, I still find the concept mystifying in a lot of ways, but this breakout session helped me get a better idea of what it means and how to use it. In her presentation, “How Words Get You Found,” Kelly Stanze, search strategist (and self-proclaimed SEO nerd) for Hallmark shared the basics of SEO and how both the content side and the technical side need to work together to provide the best SEO bang for your buck. Kelly describes search engine optimization as the process of maximizing the number of visitors to a particular website. She also made sure to point out that SEO has become more than “just marketing.” It’s about content strategy and technical skills for website development/maintenance. The elements of content strategy involve not only what is on the pages of your website,…

Content Marketing Demystified

Content Marketing Demystified (IABC Summit Keynote Address Recap)

If you work with me or any other AWG digital specialist on your digital marketing, you’ve probably heard us discuss content marketing. But what exactly is content marketing? It’s not just about the content we post on your social media profiles, your website or your blog. It’s the strategy behind the content that’s being posted. I recently attended the 2018 Business Communicators Summit for the KC chapter of IABC. The keynote speaker was Quinn Tempest, a digital marketing strategist and graphic designer from Phoenix. Her presentation was titled “Content Marketing Demystified” and she covered the myths of content marketing and the lessons she’s learned about content marketing throughout her career working with various companies and individuals. Quinn describes content marketing as “the art of providing relevant, useful content to your prospects without selling or interrupting them.” She asserts that instead of pitching your products or services, you are delivering information that makes your audience more informed before they buy. The goal is to deliver consistent, ongoing, valuable information your customers/prospects so that they will ultimately reward you with their business…

My Thoughts on How Social Media is Changing

Recently I wrote a recap about a webinar that covered social media trends to look out for this year. Last month I wrote a blog post about Facebook’s major changes to its News Feed algorithm and how that will change how businesses use the platform. For this post I want to share with you what I’m seeing in social media trends as both a consumer and a digital marketer for independently-owned grocery retailers. First and foremost, social media isn’t going anywhere. For better or for worse, it has become so ingrained in our lives and society that it isn’t going to magically disappear. What is going to change is how we use it. It’s already changed significantly since the days of MySpace and Facebook in the early 2000s. Social media trends move at a very fast pace. As new features are released and people experiment with these platforms, the ways in which we use them can vary from year to year. An extremely popular platform one year could be gone by the next. #RIPVine We’re also seeing the owners of…

Facebook Reactions

Changes to the Facebook Algorithm and the end of the Facebook Contest

As you plan your digital marketing strategies for the year, you might be considering a Facebook contest or two. These usually involve asking your page fans to like, comment on and share a post to enter for a chance to win a prize. These have been very popular with brand pages, our retailer pages included. It’s been an easy way to get organic engagement (likes, comments, shares) on a post without having to pay for the post to be boosted. But that’s all about to change. Last month, Facebook announced that they will be demoting individual posts that use this kind of tactic to get organic engagement. This means that they are updating their algorithm to ensure posts using this tactic will be shown less in the News Feed. Over the course of several weeks, they will start demoting entire pages that “systematically and repeatedly use engagement bait to artificially gain reach in the New Feed.” When a page is demoted, any content posted from it shows up less in the News Feed. So how will this change your digital…

SEND ME MORE INFO