Category Archives: Agency

How To Create Reusable Marketing Message Campaigns To Drive Website Traffic

Would you like to learn how to schedule social media posts about YOUR website in Bulk? If you don’t share things about you, who will? Lately, I’ve been doing what seems to be fishing expeditions online, trying to figure out more about folks. Appears to be we have one extreme where people share all about themselves only and the other extreme where they share nothing at all. Why would someone not share about themselves on social media? Especially in regards to their business and what they do.

Yes, this is yet another blog about self-promotion! Bare with me as I share with you a tool, our very own BundlePost to help you schedule your social media posts for your website, or otherwise your marketing messages and content! What we refer to as our “My Content” section in BundlePost.  This BundlePost feature enables social media agencies to store efficiently and schedule marketing content for their clients and themselves.

Let me simplify all that for you – It’s not just for social media agencies. If you have a website that you need to share on social platforms, then BundlePost is the perfect tool to allow you to schedule posts, efficiently, strategically and in bulk.

There’s no question whether you should or shouldn’t self-promote. It’s a must! According to GlobalWebIndex “A quarter of internet users say that social network-based retail stores make them more likely to purchase online. Globally, 7 in 10 active Facebook users say they have bought a product online in the past month, with the equivalent figure among Twitter’s active user base climbing to approach the three-quarter mark.”

Without getting into the great detail of why, what or when to promote yourself. I thought I would instead get into the ‘How’ to support yourself. By using a friends website as an example.

Step by Step on how to schedule YOUR Marketing Message Content

1. Add our Google Chrome Extension – please add to your browser if you haven’t already. Here is the link – Bundlet

2. Set up a campaign schedule in BundlePost – for example, I have set one up for my friend on Twitter and LinkedIn for now. Selecting three specific times for posting her content to Twitter and two specific times for LinkedIn

JeanneSchedule

3. Using The Bundlet – Now the fun begins!
Open up a new tab in your browser and go to your website
Click on the Bundlet extension in your Chrome browser.
Next to the ‘Save Content to’ click on the drop down and scroll to the bottom where it has the “My Content” and add a new folder.
In the text box, you will see a brief description of the web page that you are on.
Highlight and replace what is there with something you want to say about this web page when posting on social media.

Jeanne

The brief description that appeared in the Bundlet for this web page was –  “Caribbean Cruises from HEARTS ON THE GO TRAVEL – a division of Cordially Yours Travel.” I replaced it with something that might make more sense for Jeanne’s audience on Twitter, Facebook or LinkedIn, like “Did you know that you can make payments on your next vacation through us? Ready to thaw out in the Caribbean?”

4. SUBMIT to save that post in your new My Content folder inside BundlePost. (before closing the Bundlet and moving to step 5, we suggest writing and keeping multiple posts for the same URL/page with different creative text)

5. Repeat Process – Go to another web page on your same website and repeat the process.
As you can see, my friend Jeanne has a ton of fun content on her website. I could be here at my laptop all week long adding things to her My Content Travel Website folder. I can also set up several different folders for her if I wanted to.

6. Start Export – After you have your folder full of 40 or more posts, click on the ‘Start Export’ button. Inside your BundlePost account in the navigation header and select which schedule you would like to use. Then pick the day in which you want to start scheduling posts for this campaign and click ‘Continue.’

7. Export Table -Congratulations you are now on the export table!
On the second level, light blue navigation bar click on the My Content Button drop-down and select the content folder you created in the earlier steps. EXAMPLE: Jeanne’s Travel website. Next, click on “Select all” followed by the “Move Selected” button.

You should see a screen that looks similar to the image below, with all of your tweets, scheduled and formatted for you! You don’t have to deal with spreadsheets anymore.

JeanneExport

8. Hashtags – I hashtagged things as I created otherwise we would have used our hashtag folder at this point. Another amazing feature in BundlePost

9. Drag and Drop – You can move things around by dragging or dropping the different posts or click on the randomize buttons to mix up the order of the scheduled posts as desired.

10. Edit – Glance over everything and if you need to edit just double click on the text of a particular post, make changes and click off to save it.

11. Download – We are almost done!!
Now you want to select the dashboard you use by clicking on their icon on the top of this export page.
Jeanne is a big Hootsuite fan, so I clicked on the Hootsuite logo to download the formatted and scheduled posts for the multi-day promotional campaign.
(note – never open the download file, simply save it where you want it on your computer)

12. Upload – Inside your Hootsuite Pro account you will find a Bulk message uploader link under scheduling in your compose message area.
A pop-up will then ask you for the CSV file you would like to use. Locate the file you downloaded from BundlePost and then select the second date format.
Select the proper social profile.
Submit!

13. You have successfully scheduled – 40 (or up to 100) new messages! Since this was sent to Jeanne’s Twitter account, that means for the next 13 days she will have her marketing messages going out on Twitter without having to do anything else. Just think if we created more? The 40 posts  that I created for Jeanne will remain in her BundlePost account, so she has the ability to schedule them out again and again if she would like. What’s more, she also has the ability to modify them at anytime by editing them.

Once you have input your marketing message posts into your BundlePost My Content folders, you are not only saving a ton of time, but can be extremely consistent in your promotional sharing. You will drive traffic to your website on a daily basis, with limited effort.

“My Content” is an important part of effective social media marketing and an incredible feature of BundlePost.

It is important to note that you should share about yourself, what you do and your marketing message content. Using BundlePost My Content folders is one way to ensure that we always have something going in our feeds about us. Just one of many features we have to help you save time.

If you currently do not have a BundlePost account and would like assistance in setting up your account please let us know. If you have been with BundlePost for awhile now and would like additional training in how to get the most out of it, we are here to help.

 

PerfectJuliaBy Julia Hull @PerfectJulia

Director of Customer Support at BundlePost

Social media marketing professional that joined the BundlePost team early in its transition from a social media agency to a software company. She is an expert in social media tools.

Advertisements

Leave a comment

Filed under Agency, Brand, BundlePost, Bundlet, Content, Curation, Facebook, Hashtag, Hootsuite, Marketing, Social Media, social media automation, Social Media Content, Social Media Marketing, social media tool, Twitter

The 3 Most Important Factors For Growing Your Social Media Community

It seems that almost daily we come across social media marketers, enthusiasts and brands that still seem to have limited understanding of social media best practices. Often the social media “consultant” is even missing key factors in their own social presence that hinders their community, reach and growth. You’d think we would be beyond this in 2014, but sadly that is not the case.

How to grow a social communityWhen it comes to growing your social community there are three main factors that either propel or restrict your growth of your engaged, targeted audience. These three “buckets” are not the sole factors for growing a targeted audience, however they are the most important items you need to start with.

Let’s be clear and point out that the information within this post is specifically speaking to the marketer, brand or business professional that uses social media for marketing of any type. If you are social networking without a business purpose, and therefore not doing social media or social marketing, this information does not apply to you directly, however it is our professional opinion that you should still read and consider changes to what you are doing.

The 3 Most Important Factors In Community Growth:

1) Profile

One of the first things people do when you follow or friend them on a specific social network is look at your Profile. If you have not strategically completed your bio and information details properly, you are dramatically hindering the connections you make. Since there are so many social networks, we will focus on Twitter and Facebook as examples. Here are a few things you need to consider.

Twitter is one of the most informal, effective social platforms. Being human is extremely important if you’re going to be effective. Below are some of the biggest mistakes we see on Twitter profiles:

a) Privacy – If you’re doing social media, do not lock your privacy setting. Your community will never grow.

b) Profile pic – No pic, no follow. It’s that simple. Beyond making sure you have a profile pic, you need to consider whether you are an established brand or just starting out. People connect with people, not brands, logos or companies they’ve never heard of. Give them a human to connect with, rather than a logo they’ve never heard of.

c) Name – That’s great that your Twitter handle is @WhoTheHeckCares, but who are YOU? We see so many Twitter accounts with a great pic, and in the name field the person just put their Twitter handle again. Tell people your name. At the very least your first name and put it in the NAME field in Twitter. That’s why it’s there.

d) Bio – If you want people to be interested in you and what you do, make it easy for them to know you and what you do. All too often we see Twitter bio’s that contain cryptic tag lines, garbled incoherent sentences or no information at all. You need to know that you are leaving your potential followers confused and they are moving on instead of connecting with you.

Facebook is a social network with multiple profile types, such as a personal profile and business or community pages. These different account type are truly different and need to be managed as though they are. It is also extremely important to understand that business IS personal. The days of separating these two things are long gone. People do business with people, not faceless brands.

a) Personal Profile – When you lock your personal Facebook profile down, you are limiting your potential connections with prospective customers. Be sure your profile security settings let prospective connections get a sense of who you are and what you do.

b) Your BusinessfacebookprofileAll too often people add their business or employer to their profile hastily without intent. This leaves their business page not connected and opens a default Facebook profile for the mentioned company in your profile. This default tells nobody anything about the company or what it does and makes it impossible to build a following. Check your personal profile to ensure you have connected it to your business page. (see example to the right)

b) Facebook Business Pages – Fill out all of the profile information, and write it in a way that someone unfamiliar with you or your business will understand. Be sure your cover photo adds to the messaging and understanding of what you do, so when someone visits your page, they “get it” quickly and decide to connect.

2) Stream

a) Value – For the love of everything holy, you need to realize that social media is not direct sales, telemarketing or email spam. It is about earning relationships. When people check your social streams and find only content and messaging that is all about you, your brand, products or services, most will run. You must be selfless and realize it’s not about you, but your audience. Post content that they find interesting and relevant that is not about you, and you will earn the right to pitch your stuff to a receptive audience. Fail at this and you will get far fewer connections than you could.

b) Frequency – I heard a social media agency owner tell me last week that they were told that posting more than three times per day on any social platform was not a good idea. Really? Who told you that? Their response – “A social media guru that was speaking at an event we attended.”

Let me be really clear here. This is not 2005. If you are only posting 3 times a day on Twitter, Facebook, Linkedin or any other social platform, NOBODY is seeing anything you post. You have to have relevant, valuable, interesting content that YOU post, not Retweet or click Share, all day, every day. Yes, the volumes differ from platform to platform, but 3 posts isn’t the number on ANY of them.

3) Engagement

a) Conversations & Relationships – The other thing a potential social connection will typically do when reviewing your newsfeeds is look for engagement. They want to know that if they connect with you or your brand, you respond, thank, get into conversations and relationships ensue. This is SOCIAL media remember. It’s not spam media or pitch my stuff media. Be social and leverage the media and you will get many more connections and a growing social community.

When someone considering connecting with you or your brand on social media, they will unconsciously cycle through your profile, your bio and your streams. Using what they see, they quickly determine whether they want to connect with you. Focus on these three important factors and see your community grow faster than you have before.

9 Comments

Filed under Agency, Audience, Community, connection, Content, Engagement, Facebook, Followers, Marketing, Relationship, Social Media, Social Media Marketing, Twitter

You Charge This Much Money For Social Media ??? by @smconnec

A Guest Post By Samantha Cangelosi

You charge how much for social media marketing?Who doesn’t like referrals from current clients? Having your social media agency referred to someone else shows that your current clients are obviously happy with your services, and that’s ultimately what any business owner would want, right?

When I received a referral from a client last week, I was excited about the potential business. This, however, wasn’t a typical referral call. Rather than calling about hiring me, this man reached out to me about a potential partnership between him and me. (He is a web designer with several clients looking for help with social media.)

Couldn’t hurt to talk to him about it… so I thought.

Our phone call began on a somewhat normal note — him asking me questions about how I long I’ve been doing what I do and how I came to work with the client we have in common. Simple stuff.

Briefly explaining that he had no interest in learning how to do social media “ever”, he praised me for how well we could potentially “fit together”.

Things were all fine and dandy until he started to describe his clientele. He referred to them as “mom-and-pop shops located in small strip centers.”

Red flag.

Oh, and “they hate to open their checkbooks”.

Bigger red flag.

This man continued on with how marketing agencies over-price everything, and therefore, someone like me would be great to help. I knew I had to lay out my pricing soon because the more this man talked, the more red flags appeared.

Soon after I explained my pricing, silence met me on the other side of the phone followed by, “Wow! You’re telling me that clients would pay you this much for 6 months?”

Ok. This response isn’t too uncommon for those unaware of what social media marketers do, so I proceed to share my thoughts on social media and describe how I help my customers with not just the daily management, but also strategy building. I explain that social media needs to be where business are now since their customers are on there connecting with the competitors. If businesses don’t have a presence on social media nowadays, they will get left behind.

Despite what I said, he continued to greet my answers with long awkward silences. Clearly this guy didn’t know what I was talking about, nor did he care to learn.

He finally responded, “So you’re telling me that you charge [referring client] this much money?” By this point, I was starting to get slightly offended by his attitude and tone and, frankly, it was none of his business what I charge them.

After several minutes of this back-and-forth he gave me the quotes of all quotes. The quote that launched a (865 word) blog post:

I’m sure you went to college and majored in Marketing or something.” Pause.

Me: “Journalism”

Him: “Yeah. Same thing… And I’m sure you’re book smart…but let me give you some advice”

I was in utter shock. This gentleman decided to give me unsolicited business advice on how to price my services because, apparently, mine was somehow flawed. Weird how he knew how to price my services, yet knew nothing about the industry, how it works, what I do or how I do it. Hmm…

I had to take deep breaths, remembering that a client of mine had recommended me and I didn’t want this man to talk bad about me to my current client; or any potential clients, for that matter.

I can go on and on sharing the awkward and offensive things that happened during this conversation, but I think the point has been made: this man clearly had no understanding of social media and absolutely no interest in learning.

It Takes Time

It’s our job as social media managers to help businesses realize the potential social media has, and when done right, how successful it can be. Social media requires time to do that, though. I’m not just talking about time for building relationships — we all know that doesn’t happen overnight. I’m talking about actual time. It takes time to create a social media strategy. We research their competitors, their industry, what they are currently doing with their marketing strategy.

It takes time to build accounts, optimize them, create and edit graphics, etc.

It takes time to find their business’s target audience and follow them and connect with them.

It takes time to find content to share with their target audiences — content that they will actually find interesting.

It takes time. If you want to hire someone who spends 2 minutes a day on your social media management who charges $99 a month, then be my guest, but odds are that they probably won’t have the knowledge or ability to execute a proper strategy, let alone achieve anything resembling real results.

Yes, I went to college and I’m proud of it (Go Mustangs)! Yes I consider myself “book smart,” and shocker: I enjoy learning. If you don’t then you shouldn’t be in this business because social media requires marketers to learn something new every day. I also know that I can’t live without a paycheck, just like you, “man on the other side of the phone”. This is my livelihood. This is my “bread and butter”. This is my business. I get my clients real results and I don’t work for free.

About Samantha:

Samantha CangelosiSamantha Cangelosi is a social media marketer based in South Texas. A graduate of Southern Methodist University in journalism, she has always had a passion for telling and sharing stories with audiences. Now, she gets the chance to tell brands’ stories on a daily basis all while connecting with people just like you. She loves food of all kinds, coffee with a little cream, and her Corgi-child.

Twitter: @smconnec
Facebook : Social Media Connections
Website: sm-connections.com
Linkedin:

22 Comments

Filed under Agency, Content, customer service, Marketing, Relationship, Results, Social Media, Social Media Management, Social Media Marketing, Strategy

100% Year Over Year Sales Growth Exclusively Through Social Media – You Can Too!

Is it possible for a small startup company with little funding to succeed exclusively through social media marketing?

Can social media really achieve ROI (return on investment) no matter how crowded their industry space is?

The question of ROI, huge sales and revenue growth for an organization built exclusively on social media marketing as its one and only marketing channel is constantly a topic of discussion online. Many are now writing articles that suggest a change of focus toward less measurable things like branding, exposure or some other old school marketing lingo that simply replaces real results with a lot of flashy terminology.

100 percent sales, revenue and user growth The answer is a definitive YES!  You can get ROI and more than 100% sales and revenue growth each year. How do we know? We’ve done it. We would like to make it official.

Today Bundle Post is announcing that it has achieved over 100% sales, revenue and user base growth in less than 12 months!

Do you think we are a little excited? Of course we are. shouldn’t we be? We have not even done a single social or online ad whatsoever.

You can do this too!

So the question becomes, how does a social media technology startup that is self-funded and in one of the most crowded spaces online compete with companies that have millions in venture funding?

Below you will find six keys to an effective social media program. We also include links to more detail on specific items within each section. So let’s take a peek under the hood…

1) Start Early –

You can’t wait to start your social media marketing when you have your site, product or ducks all nicely in a row. You need to have built a community well before you launch your actual product or service if you are going to be effective launching it in social media. So you have to start early and build a community that knows you BEFORE you are ready to go to market.

Already launched, now what?

If you have already launched your company or service, you’ve GOT to work over time. Growing your community size is every bit important as anything else in social media. This has to be a constant and active part of what you are doing.

WHY?

You have to have a large enough audience to make social media effective. Think of radio or TV advertising. Although it is mass market, direct advertising and anything but social, it’s about the numbers. Social media marketing is about the numbers too, but not only the numbers. It’s also social. You must find your target audience and connect with them. In essence you need to take an active role in growing your audience on a daily basis and not just building your profiles and hoping they will come.

But this alone doesn’t make social media effective. It’s just a single spoke in the wheel.

2) Stay Consistent – In social media, there is nothing more important than consistency. Just like in sports, if a team is really good at something, but not consistently, they struggle to win. You need to be consistent will all of your social media components if you expect to see results.

Here are a few things to be consistent at:

  • Selfless Value – Share enough relevant, valuable content every day, all day that is interesting to your target audience.
  • Be Grateful – Thank people who share your posts. Do it always and do it quickly.

3) Strategy – You need to know exactly where you are going and how you indeed on getting there. Get this wrong and you’ll be in trouble. You need to get it right and stick to it! In social, we call that strategy.

Know these 5 things:

  • What is the specific and realistic objective of your social media program.
  • Who exactly are you trying to reach. (no time to be general. Think geographic, psychographic and demographic)
  • What are they interested in? (that’s what you need to post content about)
  • What brands/people have already built a following of your intended audience? (Follow their following)
  • How often do I plan to proactively engage with my intended audience DAILY?

4) Always Respond –

One of the biggest mistakes we see being made in social media is slow or no response from accounts. When you are mentioned, tagged or your posts are shared, you not only need to respond, but you need to do it rapidly. When someone engages with your brand or content you posted, they are there, right at that moment. Missing the opportunity to have a conversation is limited by the length of time you take to respond.

Ignoring connections that engage with your brand is a death sentence. Over time, they stop. Do this at your own peril.

5) Be Known For Something –

You don’t just DO social media and magically get results. Having an effective social media program involves really understanding your audience, the topics that interest them and the challenges they have that you help with. If you truly understand these things about your potential and current customers, you will know the topics you need to be known for posting about. This is called “thought leadership” in social media.

Beyond subject matters, be known for your engagement, gratitude and response. Better yet, follow our lead and also be known for your Customer Support. We are constantly and publicly acknowledged for our support response, willingness to help and hands on approach. Mimic this and make it not only a priority, but part of your company culture. You will thank me later.

6) Earn Relationships –

Before you start posting your marketing stuff in your feeds, be sure you have real, selfless value in them. A small percentage of what you post on a daily basis should be about you and what you do. The largest number of posts should be what we discussed in number 2 above. Curate content that is valuable to your audience and earn the right to pitch your wares by first doing that and responding to the conversations that result.

Building relationships is a process. Providing selfless value is the method. ~ 

Does this seem like a lot? Well, it is. There’s an enormous amount involved in running an effective social media marketing program. Your social media management, tools and workflow are the essential components that must work together effortlessly. For us and many other social media marketers, brands and agencies, Bundle Post is the glue that makes them all converge.

If you’d like a live demo of Bundle Post in action and a one on one social media marketing consultation, hit us up on Twitter @BundlePost

4 Comments

Filed under Agency, Brand, Bundle Post, Content, Curation, Marketing, Relationship, Results, Social Media, Social Media Content, Social Media Management, Social Media ROI, social media tool, Social Selling, Strategy, Tools, Twitter

The What, When and How Of Social Media Marketing Messages – Part 2

Part 2 of the Social Media Marketing Messages seriesIn our previous post we detailed the what and when elements of marketing messages within an effective social media marketing strategy. We outlined the differences between curated content and sales messages, as well as the proper ratio ranges that are generally accepted in the industry. In part 2 of our series, we will discuss how to create and manage a repository of sales messages for social media posting and efficiently implement them within your social media management.

What Is A Marketing Message Repository?

Think of a marketing message repository as a database of social media posts that are about you. They are crafted posts and links that are designed to achieve the overall goals of your social media strategy. This is something we like to call “My Content” posts.

In our previous post, we outlined some of the challenges social media marketers face related to sales messages in their streams, but what are the additional questions you should be asking yourself? Most social media professionals are either not managing a database of sales and marketing content they have available to share, or are using spreadsheets and Word documents in an attempt to do this function.

Though external documents are better than nothing, you still have many obstacles to consistency and efficiency that hinder results. Ask yourself these additional questions about the posting for your social media accounts…

1) How do you effectively manage the 80/20 ratios?

2) How do you execute the two types of message posting efficiently? Curation/Marketing

3) Is there an effective way to manage your marketing messages that will improve your social media success?

If you are like the majority of social media marketers, agencies and brands, honestly answering these questions most likely left you thinking that there is something drastically missing in your workflow. You’re definitely not alone. A social content management application that incorporates an efficient marketing message component is badly needed. Fortunately, there is one…

Bundle Post‘s patent pending system includes a marketing message repository capability unlike anything else available in the industry. The “My Content” functions provide social media marketers with numerous unique capabilities that result in a direct impact on clicks, traffic, leads and ROI.

My Content Capabilities:

Social media marketing message repository1) Segmentation Folders –

The My Content section of the Bundle Post system enables you to segment posts anyway you desire. You can create folders to house social media posts, sales messages, evergreen content, campaign posts and more. Each segmented folder can be named and designated for a specific client, product or segment to ensure you keep every aspect of marketing messages separate.

2) Repository Posts –

A system that manages your marketing message posts efficiently has many benefits. Not only do you have all potential posts in a repository of social media marketing message postsone place, you also know exactly what you have available to share with your community that promotes what you do. Within every My Content folder you make, you are able to create and save an unlimited number of social media posts.

The types of content links and sales message posts you can created and save are endless!

3) Editing –

The text and URL of every post within each segmented folder can be edited, deleted or viewed at any time, giving you complete control of your repository.

4) Tracking –

The system also tracks every time you use a specific post from a specific folder. You will always know when you last scheduled a marketing message from the system and easily select posts based on those dates for future use.

5) Scheduling –

The core Bundle Post content management system capabilities are also integrated with My Content folders. Selecting posts from your My Content folders that you want merged with a specific schedule is easy and efficient. You able to manage 80 curated posts and include 20 marketing posts from your repository folders, schedule and hashtag them all in about 20 minutes!

Efficiency Becomes Strategic – Strategic Gets Results

Efficiency combined with consistency enables you to be more strategic with your social media marketing. Whether or not you are able to strategically infuse marketing and evergreen content posts into your streams is no longer determined by available time or resources. You are never in a situation where you don’t know what you have available to post, are never unsure of when you last shared a specific post and more importantly you are consistent in these efforts.

If your workflow, systems and applications integrate into a finely tuned process, your focus becomes much more strategic in nature. When required tasks take less time and you are able to be strategic with your marketing messages and do it all consistently, the net results of your marketing efforts increase dramatically.

How dramatic?  Here’s one example

Testimonial Case Study

So whether you are taking advantage of the Bundle Post social content system to strategically manage your social media marketing posts or not, having an efficient and effective workflow makes all the difference. It’s important to figure out how to be efficient and consistent with your marketing messages in your streams, so your time and energy can be diverted to strategically improving your results.

6 Comments

Filed under Agency, Blog, Bundle Post, Content, content creation, Marketing, Social content management, Social Media, Social Media Content, Social Media Management, Strategy

The What, When and How Of Social Media Marketing Messages – Part 1

Most social media professionals are aware that along with sharing curated content and posts it is also extremely important to share your created content and marketing messages at appropriate levels. Though some mistakenly post only their promotional posts, combining sales messaging content with selfless, relevant and interesting posts your audience will find valuable is an essential part of any social media strategy.

The What, when and how of posting social media sales and marketing message posts.It’s perfectly alright to promote your brand and offers within social media. In fact, if you’re using social media for marketing, that should be one of the reasons you’re there in the first place. The issue becomes when and how often you post promotional messages, not if you do.

Many industry leaders tend to state that an effective ratio of shared/curated content is best at a level of somewhere between 75% to 85% of a marketers posts. The remaining 15% to 25% can be made up of your promotional, sales messages and created content. The idea is that since this is SOCIAL media, the goal is to provide selfless value to your audience, and that is done by sharing content and posts that they find valuable, not just your posts. This practice tends to start conversations with your community members. When this value based process is repeated over time, relationships develop that make people more open to what you actually do.

One of the challenges that social media marketers, brands and agencies have related to their marketing messages is not knowing all of the content and messaging they have available to share. This obstacle is magnified due to the fact that spreadsheets and Word documents are frequently the organizational tools used for this purpose. Not only does this make it extremely inefficient, it also tends to spread out workflow across multiple people, documents and platforms. This unorganized and disjointed process often results in less than optimal results, missed opportunities and an inability to take advantage of legacy content and messaging that could be utilized with improved effect.

These human and time intensive processes are often some of the biggest obstacles social media marketers have to deal with when it comes to consistent messaging and real revenue results within their social media marketing efforts. There are some specific steps to take that will diminish these issues and they all start with ONE.

Do you know what you have to share?

Let’s be specific here. What makes up your “what you have to share”?

Examples of social media marketing, sales and/or promotional posts are things like;

  1. Your home page
  2. Secondary website pages (About us, location)
  3. Individual Product/Service pages
  4. Your main blog home page
  5. Specific legacy or evergreen blog posts
  6. Landing/Signup pages
  7. Your other social profiles
  8. Specific created graphics and pictures
  9. Email newsletter list subscription pages
  10. Your text only quotes/sales messages
  11. Etc.

What URLs do you have that contain these kinds of posting opportunities?

  1. Your Website
  2. Your YouTube Channel
  3. Your Blog
  4. Your Facebook Page
  5. Your Facebook Page images
  6. Instagram pics

The intent of marketing and promotional messages in your social stream

should be to drive traffic to your offers, content and landing pages in an attempt to either;

  1. Increase traffic
  2. Convert traffic
  3. Drive sales/leads
  4. Educate on products/services you offer
  5. Branding

As we stated previously, one of the biggest challenges facing social media marketers is efficiently and effectively managing marketing posts. This was one of the reasons that we created the Bundle Post Social Content Management System as an agency. The time-consuming and inefficient methods of managing spreadsheets and Word docs was a nightmare. Something had to change to make it more effective, less time-consuming and require less human resources.

In Part 2 we discuss how to create and manage a repository of sales messages for social media posting and efficiently implement them within your social media management. Click Here for Part 2

 

6 Comments

Filed under Agency, Blog, Bundle Post, Content, content creation, Marketing, Social content management, Social Media, Social Media Content, Social Media Management, Strategy

How NOT To Do Facebook Ads

Over the weekend I was scrolling through my feed on Facebook and came across this Sponsored Post from the United States Postal Service, USPS. It caught my eye because it had Spider-Man prominently displayed with the caption “Always at your Facebook Ad Failservice” accompanying it. This immediately trigger some thoughts and emotions about the USPS that many Americans might have. The words “Always” and “Service” are not some of the words that we typically or positively feel about the sinking giant.

Nevertheless, I clicked on the link in the ad to view the website, then I clicked the comments of the sponsored post to see what people were saying. I don’t know why I was so shocked, but I was. There were over 350 comments on the post and the majority were highly critical, negative or at least asking questions about the responsibility of the USPS to run such an ad.

The Spider-Man Facebook ad is part of a larger media campaign that is coupled with the release of the new film. Here’s the television ad that is also part of the campaign.

Whoever inside the USPS leadership and/or their ad agency hired to create and executive this campaign that did not see a potential negative backlash, should receive at least 40 lashes with a wet noodle. The messaging surrounding the post flies in direct contrast with the average consumers view of the government agency. Furthermore, as many of the comments surrounding the campaign point out, the agency should not be spending massive sums of money to partner on such things with Hollywood, when they are in such financial trouble to begin with. Isn’t this just common sense? Epic Fail in my humble opinion.

What can the average marketer take away from this fail?

1) Know your audience and the potential negative perceptions they have about your industry, product, service or brand. Don’t set yourself up for failure by using the wrong messaging that may spark negative results.

2) Be careful what your ad claims. Ask yourself how your audience might react to the claims you are making in your ads. Instead, adjust the messaging to fill the needs that your target audience has or a provide a specific offer that is valuable to them. Do NOT make claims that your audience may readily disagree with and spark controversy.

3) Stay clear of controversy. Brands, industries, products and services should be extremely aware of their audiences sentiment and steer clear of controversial language. Advertising is hard enough, don’t make it more difficult by introducing potentially controversial things into your campaign.

The USPS situation teaches us to know our audience very well before we conduct a Facebook advertising campaign. Their fail is less to do with who they are as an agency or how well they actually perform what they do, but more about their failure to recognize their audiences perceptions, how it relates to their claims in the ad and most importantly the controversy that could arise from it. What’s more, they failed to recognize the social media marketing consequences that can result from missing on all these points.

 

11 Comments

Filed under Agency, Brand, Community, Facebook, FAIL, Marketing, Social Media, Social Media Marketing