Busy Entrepreneur’s Guide for Efficient Social Media Management

April 13th, 2015

Busy Entrepreneur’s Guide for Efficient Social Media Management

@Image Credit: http://technori.com/wp-content/uploads/shutterstock_109846352.jpg

Several entrepreneurs seek to optimise their social media presence. This effective and free tool is accessible and appealing to your buyers. So, this channel to reach, promote, and interact can have huge impact on your sales. The best track to successful campaign is to hire a social media marketing agency. Agreeably, it sounds self- flagellant. But, I have seen the difference it can make. A team of designer, developer, social media analyst and social media manager can reshape your entire social media presence. But, if you are not ready, don’t worry. Here is an efficient way to manage your social media presence successfully.

Social Media Management

Get a social media audit and strategy.
Before jump-starting this adventure, a businessman must take due caution. Every entrepreneur uses a similar concoction for any successful venture. Figure out where you are and where you want to go. Audit and goal setting are a right starting point for any pursuit, right?

Social Media Audit
You can use this template for social media audit. This is an easier one, which most non-social media marketers and entrepreneurs can use independently. This exercise will assist you have a realistic understanding of your current social media presence. So, how does the SWOT analysis look like?

Social Media Strategy
Use this template to chart out our social media goals and action plan. But, here are the crucial bullet points for quick scanning readers.

@Image Credit: http://www.jagpresspublicity.co.uk/wp-content/uploads/SocialMediaStrategy.jpg

Select:

  • Right platform: Every platform is not for you.
  • Social media objective: Select the best way to optimise these platforms.
  • Positioning: You have to be unique.
  • Tone of voice: Talk to them only.
  • Set:

  • Measurable goal for each platform
  • Frequency of posting
  • Right call to action
  • Crucial metrics
  • Social media policy
  • Implement the social media strategy.

    Once you have this strategy in place, you can limit your social media activities to day-to-day management. Most entrepreneurs do not include social advertising into initial social media marketing strategy. The game plan revolves around evaluating its potential for the particular organization in particular market. But, Facebook marketing or LinkedIn marketing can be useful strategy if you have necessary funds and creative resources. So, here are few tips to simplify the everyday social media tasks.

  • Maintain a social media calendar. Here is the template. It is an easy way to stay updated.
  • Use time-efficient social media tools. These tools will complete a chunk of the tasks without personal attention.
  • Plan and organize daily tasks. There are a lot of decisions and tasks. You cannot do it at a last minute for the best effect. Use these smart tips to manage them effectively.
  • Spend a select time every day. Devote a chosen part of your daily time to social media. This will simplify execution.
  • Track your social media performance.

    Using social media analytics is an inseparable part of the social media management. It will be non-negotiable if you launch a social advertising campaign with Facebook advertising or Sponsored tweets. So, use social media monitoring tools after a select duration to keep an eye on the progress towards the predetermined goals. You need to listen to your target audience well in order to respond effectively.

    A crucial part of any brand’s social media performance is “mistakes”. You can’t avoid all of them. But, you can be smart and avoid the typical mistakes. Then, you will learn the valuable lessons and use these mistakes as stepping stones rather than regrets.

    If you set right tools in place, you can manage the daily tasks within 1 or 2 hours of the day. This is an efficient way to manage your social media presence within limited resources.
    Do you intend to leverage your social media presence for lead generation and sales? Consult a digital marketing agency with a pay for performance billing system. It can lower your expenses and avail an efficient social media campaign. All the best!

    Is Your Website Driving Customers Away?

    April 8th, 2015

    What do customers want? What can truly capture their interest and drive sales? What evokes unconditional loyalty and advocacy? Every entrepreneur and marketer is looking for answers of these questions. As a digital marketing agency, we understand that digital technology hasn’t changed the basic principles of selling and advertising. We assist our client apply the century-old yet relevant principles of selling to digital space effectively. People can get blinded by next big things in field of technology and fail to notice what works and what doesn’t. Let’s explore selling principles as applicable to online space.

    Customer says, “Don’t make me wait.”

    Is your website driving customer away

    @Image credit:

    http://media-curse.cursecdn.com/attachments/85/584/1050a6b6770da2e056d68677756240ec.jpg

    As marketers, entrepreneurs and buyers, we understand this principle. So, don’t make customers wait online either. Your prompt and genuine support will go long way in creating a pleased clientele. That’s why; you want to avoid any of the following online mistakes.

  • Loading time is too slow.
  • Check out process is too time-consuming.
  • A registration process is compulsory.
  • Web content is too long or too complicated.
  • Download speed is too slow.
  • There is no easy way to contact the organization immediately.
  • Check out or download buttons are not easily available.
  • This website isn’t responsive.
  • Customer says, “It seems shady. I don’t buy it”

    Website customer says I don’t buy it

    @Image credit:

    https://iwbi.files.wordpress.com/2010/06/cropped-idbi1.jpg

    Trust is a complex concept for most sellers to establish across digital media. Frankly, you don’t have alternative. With growing number of unreliable online businesses, you need to take the extra effort to build a trusting relationship with your customers. So, you do not want your customers to think the following. It will neither build trust nor generate sales.

  • This website does not seem safe.
  • There are no actual answers in FAQ session. It is just promotional content.
  • Where is the return policy? Where is the refund policy? Where is cancellation policy? What will I do if…
  • Why does this website have so many pop ups?
  • Why does this site autoplay video/music?
  • There isn’t enough information to make a well informed decision about this product.
  • There are too many ads. Where is the website content that I wanted to read?
  • Customer says, “I am bored.”

    Website customer says I am bored

    @Image credit:

    http://books.simonandschuster.com/Im-Bored/Michael-Ian-Black/9781442414037

    No marketer or entrepreneur wants to bore the customer. Within seconds, your visitor has left the website and moved onto the next tab in browser. You might as well say bye. But, engaging isn’t equivalent to cool or fun. It is a right combination of interesting and relevant. Though, definitive of customer engagement vary with every website, industry and target audience, “engagement” is the key. So, what are the mistakes you want to avoid?

  • There is no engaging content on social media websites.
  • The website content is irrelevant, complicated, stuffed with keywords and/or old.
  • There are too many other products and/or services on the page.
  • Font size, font color, font type make content illegible. It is hard to scan.
  • This website does not fulfil customer’s expectations instantly.
  • Online businesses can grow and thrive in spite of some mistakes as long as you don’t break The Fundamental Rule of Online Success. Rest of all these mistakes can be rectified easily.

    Is Your Website Driving Customers Away - Stay ahead of the game

    @Image credit:

    http://previews.123rf.com/images/thingass/thingass1403/thingass140300013/26577583-Stay-Ahead-of-the-Game-typed-on-a-piece-of-graph-paper-and-pinned-to-a-cork-notice-board-In-business-Stock-Photo.jpg

    Are you ahead of the game?

    What CEOs Must Know About Success In Digital Marketing

    February 16th, 2015

    Facebook has more than 1.3 billion active users. The number of monthly Google searches is somewhere close to 11.9 billion. All businessmen can estimate that even the smallest slice of this huge pie is worth every effort.

    In today’s cutting-edge and highly competitive digital market, you need to set your company, product, or brand apart from the next one. Every CEO wants to know how they can get more traffic and more sales. What is the “key” factor that can make the difference?

    The answer is pretty simple. There are 5 basic yet crucial thought processes that can pave the path to digital media success.

    1. Each channel has needs.

    Brands need to understand digital media. It is not just about a CEO who understands the direction of the industry or a CMO who understands buyer personas. It is about filtering down this understanding to a system of success.

    For example, Social Media is a one of the digital media channels. But, it is very different from SEO or SEM. On social media, you need to be keyed in to relevant topics and post and respond in real-time, to be a hit with your audience. Like Oreo did with its Super Bowl Slam Dunk:

    oreo super bowl slam

    @Image credit: http://blog.mindshare.ie/

    Remember, digital media success is strongly correlated to online brand positioning. So, first understand what each channel needs. Then, create systems that adapt to the different needs of these communication channels.

    2. Do more and get more.

    CEOs have a great opportunity to create thought leadership positioning. Thought leadership is a great way to personalise the brand and attract more customers by getting involved in issues that matter in your industry. You can establish thought leadership by:

  • Identifying new opportunities or solutions for growth
  • Overcoming the most pertinent problems within your industry
  • Offering subject matter expertise by sharing consumable content
  • Building trust within a business community
  • Creating a substantial impact
  • Take a look at the responsibilities of a thought leader. Every CEO, in some capacity or other, needs to identify new opportunities, solve problems and build trust within a community. In other words, a robust online presence is the perfect way to build your current profile and add value to your organization.

    what is a thought leader

    @ Image credit: www.prweek.com

    Any company can have a website and a social media account. However, thought leadership can be the key differentiator for your organization’s online presence.

    3. Know thy king.

    Digital marketing has brought a unique emphasis on customers. Every digital media activity is geared towards a better customer experience. Be it simpler navigation, a responsive website, or sharable content, “buyer persona” is at the forefront of key business decisions. But, there is something a CEO is in a unique position to do.

    know thy customer

    With example after example, digital media demonstrates the value of a customer-centric approach. But, a digital marketing company or marketing executive cannot implement a customer-centric business culture. A business leader can do it. Here is how:

    customer

  • Integrate web analytics, sales and customer care to identify customer insights. They can be used in every marketing communication.
  • Utilise key customer insights to create a better product: Year-on-year, every CEO has access to huge amounts of data. Unorganised and disintegrated, it occupies space. The right integration will give you key insights to drive your business forward.
  • The best example is the case of Jan Koum, the CEO of Whatsapp Messenger app. His keen insights into the customer psyche helped him create a user experience. It has allowed him to build more than an app. It has become an integral part of our social fabric because he used those insights to build a successful customer-driven business model.

    4. Get big without big bucks.

    Digital media is not about having big marketing budgets. Though, they do help. Digital media is all about striking the right cord with your audience. Be it a call to action on a landing page, social media post or your personal profile on LinkedIn, everything is an affordable tool. But, the real question is how much will you be willing to pay to get 250% growth in your website traffic?

    Food for thought: These insights are already proven to lead to digital media success. How will you implement them? Contact Us and we will help you to implement these for your business.

    The Art Of Fixing Your Digital Media Blind Spots

    February 5th, 2015

    It’s a little presumptuous to suggest that decision makers have digital media blind spots. But, it’s only human. We work with decision makers day and night. So, we understand that they work really hard to stay ahead of the curve. But, every now and then, these blind spots can rear their ugly heads.

    The Art Of Fixing Your Digital Media Blind Spots

    @ Image credit: http://www.doitmarketing.com/

    Digital marketing has several facets and is ever-evolving. Under pressure to perform, monitor and deliver results constantly, decision makers may overlook a few relevant factors. That’s why it is important to trust your digital marketing partners or in-house experts. Take their counsel seriously.

    Take their counsel seriously

    Are you a CEO, Entrepreneur, Digital Marketer or Social Media Manager? Then, read on and keep an eye out for these common digital media blind spots.

    competition

    Today, every organization wants more attention. They employ SEO (Search Engine Optimization) and SMO (Social Media Optimization). If possible, they use display ads too. But, several decision makers think of competitive brands as competitors. They forget to take into account the growing number of blogs, third party websites, international competitors, etc. Search engines and social media change your conventional “competition”. Is your digital media strategy ready for it? Here is a Google Worldwide Trend of interest over time in “travel insurance”.

    interest over time

    @Image credit: http://www.google.co.uk/trends

    Here is a Google trend of interest over time in “travel insurance” in the UK market.

    interest over time
    It may seem like there is a gradually decreasing interest in the market. But the picture is completely different when you include third party travel websites.

    Third party travel websites - Interest over Time

    So, don’t turn a blind eye to the current and potential key influencers in your market. Watch out for white papers and industry benchmark studies. Identify social and offline influencers in your industry too. Then, you can create a more holistic digital media strategy.

  • Collaborate with online bloggers.
  • Create content your customers are looking for rather than promotional content. This type of content is worthy news content for most third party websites and blogs.
  • Write guest posts for third party websites.
  • customer needs

    Whether you are a CEO, CMO or a digital marketing manager, key decision makers are not spending sufficient time talking to real customers. Frankly, it is not entirely possible. But, your organization has customers and employees in its sales and customer care departments. There is enough data in the sales and web analytics departments to create actionable insights. Powerful business leaders focus on “customers” and so should you.

    Customer is boss - Quote by Sam Walton
    Unhappy Customers Greatest Source of Learning - Quote by Bill Gates
    Customer Experience - Quote by Steve Jobs

    So, integrate the insights from web analytics, sales and customer service into your buyer persona. These data-driven buyer personas have a potential to minimize the risk in your decision-making process. It is not just about using web analytics but making profitable decisions.

    results vs budget

    Decision makers have to consider a number of aspects. There is just too much to be done to look at the next big thing on the digital media front. But, this digital media revolution is spinning at an unbelievable rate. Some organizations are offering just the solution you need for your current problem. But, most decision makers are too involved in traditional problem-solving methods to bother. The true sign of a digital marketing success is “Experimentation”. Drive your digital marketing campaign from your vision of results rather than budget and other constraints. You will be surprised to discover how affordable digital media tools can be.

    An impartial third party advisor can always help you see these blind spots, though. That has been our experience, anyway. Contact Us today to help you.

    The Latest App Store Optimization (ASO) Tips You Can’t Afford To Miss

    January 8th, 2015

    ASO can be quite a misleading term. It may seem like SEO (Search Engine Optimization), but it is a far cry from it. App Store Optimization (ASO) is a multi-faceted field. An ASO professional is like a juggler, who has to keep on increasing the number of balls. The success of this remarkable trick comes down to some basic and unique app store optimization techniques.

    Latest App Store Optimization (ASO) Tips

    But, you don’t need just the app store optimization tips. You need the right context too, so you can make them a profitable choice. Read on to know the best techniques and when to use them.

    Be a marketer before anything else

    Digital media is a myriad of ASO tips and techniques. You search for one, you will get thousands. But, will they work for you? Will they really help you improve the ROI of your app? That’s why you need to be a marketer first and foremost to identify the right context for these tips. Most digital professionals, app store optimization professionals and websites offer data-based information. But jumping right into it will only serve to confuse you.

    Don’t get into app marketing, SMO techniques or open a microsite without confirming the context. What is the context for every ASO tip?

    “Know Thy Target Audience”

    What works on Google Play will not necessarily work on iTunes. What works for messaging, chatting and social networking apps may not work for a game, a note-taking app or a health app. Therefore, once you plan to launch an app for your business, don’t answer these three questions without exhaustive market and competitor research.

    1. Which app store do we launch it in?
    2. What is the USP of this app?
    3. What is the cost of the app?
    4. What kind of user experience are we looking for?

    If you need help with the answers to these questions, you should hire a digital marketing or SEO service, who knows about app store optimization. Alternatively, you can gather similar intel from the following:

    App Store Optimization Techniques

    Remember, you will have to continue to refer to these sources because ASO is an endless process.

    Work app store elements like an advertiser

    90% of your app store optimization techniques are about app store landing page elements. Each of them has their own context. You need to approach these elements and context like an advertising professional. That’s what you will need to be to create the app store landing page of your app.

    Category: The right category is just like the optimum time for a TVC (television commercial) or perfect page position for a print ad. You need to be in the best suited category to be discovered by app-hungry visitors. It is not tricky for every app. But, it can be super-tricky for new app ideas and an app that can be listed in multiple categories.

    App name or App title: This is like a brand name. But, when it comes to app store optimization, you need the right balance of branding and keyword optimization. You need to research app stores extensively to find out what works and what doesn’t.

  • Use the most relevant keyword.
  • Keep the title short, concise and interesting.
  • Use an easy-to-understand and easy-to-share app name.
  • Be 100% sure of the title you choose. You shouldn’t need to launch your brand again and again.
  • App icon: It is your app’s logo and has to be memorable. More importantly, it has to express the function of the app in a creative style.

    Screenshot: In terms of advertising, screenshots are like a visual layout. It has to be stunning and convey a story through the order and design of your app. It is the first impression of your app. So, make it the best one you can. You should be able to communicate the core benefits of your app through screenshots.

    Video demo: This is a 30 second TVC (television commercial). It must have an engaging way to connect with your target audience. Create an interesting and engaging journey for your target audience.

    App description: This is like the body copy of a print ad. But, it is very important for app store optimization. Your first two sentences are like a headline. That’s all most people will see. But, the entire copy has to be good enough to persuade a reader to download the app instantly. It must:

  • Convey benefits
  • Explain features
  • Engage readers
  • Include primary keywords at the start
  • Include secondary keywords in the rest of copy
  • Be easy-to-understand
  • Convey USP
  • Illicit trust
  • Include a call-to-action
  • Keywords: You will need to use the right keywords. Your top 5 competitors on the app store is a great start, but Google Adwords, Google Analytics, and Google trends will also help a great deal. You will need to use primary keywords early for iTunes optimization, since there is space provided for 100 characters only. But, Google Play allows you to use up to 4,000 characters, which does simplify it. Nevertheless, here are some tips for app store keyword optimization.

  • Prefer plural keywords over singular ones.
  • Do check abbreviations.
  • Don’t use multiple word phrases. Break them out.
  • Select the easiest keywords to rank for.
  • Consider search volumes and the relevance of your keywords.
  • Do not use spaces in the keywords field.
  • Keep testing and experimenting with keywords after the app launch.
  • Manage the app like you will manage a destination

    A destination manager and you have the same goal: Attract more people while retaining as many of the arrivals as you can. You need to increase the total number of downloads and retain existing users too. That’s a herculean task because the ways to attract more traffic and improve retention rate keep on evolving every single day. You can hardly do them all. So, if you understand the brand and target audience, then you can select the best channels for post-launch app store optimization such as:

    Cloud – white hat SEO, link building, SMO, SMM, customer care, ratings, reviews, app analytics, app marketing, PR, in-built response, freebies, surveys, app updates, soft launch, a/b testing, in-app mobile marketing, app promotion, app speed, brand trust, microsite, professional reviews, guest blogging, etc.

    Here are some of the Key Performance Indicators (KPIs) for apps that you need to monitor regularly. You can choose the suitable ones from the following list.

  • Total number of downloads
  • Click through rate
  • User retention rate
  • Ratings
  • Reviews
  • Active users
  • Rate of conversion
  • Average revenue per user
  • Discard rate
  • App store ranking
  • Average frequency of usage
  • Half life
  • So there you have it. ASO tips and techniques that will definitely help you put your app on the map.