9 Statistics About Online Consumer Behavior to Consider Before Starting a Digital Marketing Campaign
As a small business owner, deciding where to spend our marketing budget can be a challenge. On the one hand you may want to be everywhere and not miss an opportunity to woo potential customers. One the other hand, you need to be strategic about your digital marketing spend to ensure you squeeze the most marketing juice out of your campaigns.
So how do you discover where your potential customers are hanging out online and how do you engage them there? Luckily we've found some great data to share...
What do you do if your social following has plateaued or dropped off?
We have a lot of empathy for our small business clients who are struggling to make an impact on social media. It can be a challenge to devote time and resources to managing your social channels. It can be even harder to continue to tread that social water if you're not seeing results in the way of an increase in followers or engagements.
But if your primary focus on social media is worrying about content ideas and what to post, you may be missing out on opportunities to engage your followers and grow your communities. Here are six things you should be doing on social media besides posting your own content to help you be more a efficient and effective social media marketer:
Guest post by Aljaz Fajmut, Nightwatch CEO
5 Reasons Why Your Cross-Channel Promotion is Failing
Cross-channel promotion has become pretty important. It’s totally changed the game when it comes to finding and reaching new customers, and it lets us strengthen our presence and engage with multiple communities.
The problem is that implementing an effective cross-channel promotional campaign isn’t easy. The good news is that, once you know what mistakes you’re making, rectifying them and getting back on track is easy.
Let’s take a look at why your cross-channel promotion is failing — and what you need to do fix it.
Get Inspired and Then Inspire Your Users to Generate Content
Brands of all sizes and stripes are finding that they can achieve better brand engagement and greater marketing success with peer-generated, authentic content than they can with more conventional, multimillion dollar campaigns.
There are a couple of reasons for the fun phenomenon. According to a 2016 survey conducted by Olapic, a visual content strategy agency, 76 percent of consumers trust peer recommendations over ads. Also, user-generated content (UGC) is much less expensive to produce and a much more efficient way of reaching customers today where they live and play - online and on social media. UGC marketing strategies rely on visual content that consumers create themselves – a much more affordable option than traditional advertising. Well, if you can inspire them to create it that is.
So let's get to it. Here are some great examples of brands inspiring fun and engaging user-generated content:
Need a little inspiration for blogs, email marketing, and social media?
Sometimes you just get stuck. Trying to come up with engaging ideas to wow your blog readers, social media followers, and email recipients can be a challenge - especially for small business marketers!
But with statistics and pundits pointing to the the growing use of social media, you've got to stay on top of your game. Take this quote from Larry Kim, "According to Sprout Social, about 74% of consumers make a purchasing decision based on their social media accounts." 74 percent! So if you're not taking advantage of these social platforms to engage your customers and drive traffic both to your website and to your place of business, well, you may be losing out on sales.
So how do you get unstuck and come up with ideas for great new posts and blog articles? Keep this content idea cheat sheet handy and refer to it for inspiration whenever you need it.
Why Your Small Business Needs a Better Visual Content Marketing Strategy
The attention spans of American consumers are waning and the amount of content being consumed is growing. So how can your small business cut through the clutter and noise and make an impact on social channels and in search engine results? The short answer is: deliver quality visual content.
This is actually easier than it sounds and can be a lot of fun! And when it comes to creating visual content for your small business, you have the ability to create content on a budget that's just as good, if not better, than the larger companies and brands in your industry.
How to Add Philanthropy to Your Small Business Marketing
As a small business owner it can be really rewarding to see the success of your local business translate into a positive impact in your community. But it turns out that entrepreneurs who incorporate philanthropy into their business model and marketing don't just benefit from "feeling good," they also tap into additional profitability that can be essential to the success of their enterprise.
For example, you're probably already familiar with TOMS Shoes. The Santa Monica, CA based company donates one pair of shoes to a child in need for every one pair of shoes sold. To date, TOMS has given away over 75 million pairs of shoes to children in need around the world as part of its “One for One” program. Turns out that adopting a commitment to a positive social impact is good for business.
So how can you, as a small business owner, incorporate a philanthropic mission with social impact into your business model and marketing plan? We have a few ideas:
Q: What’s the best strategy for old blog content and using it to bring new traffic to your website?
A: Conduct a simple content audit.
If you manage a business blog, you know that even your best blog content can age faster than cheese and become just as stale. Maybe it’s still relevant as-is, or maybe a few key points need a review and an update based on industry or market developments. But knowing how to prioritize and get the most value out of this older content can be a challenge. So where to begin?
According to SEMbyotic, a digital marketing agency serving enterprise clients, you should conduct a simple content audit. Here's how they break it down in the following infographic:
How to Create Engaging Social Cards for Your Web Content
Last week we attended the Digital Transformation Day Online Conference. Important key takeaways were that millennials will make up 50% of the workforce by 2020 (That's less than two years away!) and serving up engaging content to this key group of 18- to 35-year-old consumers is very different than traditional content marketing methods.
Critical to creating engaging content is promoting it on social with compelling social cards. For example, a study by Facebook reported that users increased traffic from the platform by 250%, simply by using clickable social cards.