The Great Lynda: How I learnt to write a Marketing Copy.

As you can see in my bio, I am a business student in Canada currently enrolled in the course, Social Media Marketing. This course is to enable us to understand what it means to have a positive social media presence selling or promoting things, ideas and business. This week it was required that we watch “Learning to Write Marketing Copy” and blog about it! (that’s what I’m doing); I really like this part of the course since it will teach me how to blog and how to sell ideas on the internet because in the future I want to be an Entrepreneur with an active social presence. Later, during my blogging life I will reveal the kind of entrepreneurship I will explore. Before I forget, I would really like to work for Pepsico to get an actual “hands-on” on what the marketing world entails.

Marketing Copywrighting

Now, let me tell you about what I’ve learnt from watching this video from Lynda- I highly recommend you try this website out if you are interested in having a thriving social media presence doing marketing. From the title of the video link, this video was about writing a marketing copywright. After watching the video I can conclude that Marketing copywrighting should be persuasive as you want your readers/viewers to be persuaded to get the item they initially wanted, now into the item they NEED.  Moreover, marketing copywrighting should use the right words to grab the attention of readers which will ultimately cause them to finish what they started to read. This requires creativity and a bit of appropriate humor.

Writing Copy

Before writing a marketing copywright, you need to prepare yourself properly in order to get the desired result reap maximum achievements. In the video, the speaker spoke about his personal preparations before writing which helped him to focus more and write substantially which is the main goal when you decide to write for assignments, work or anything else that is important. How I get prepared to write: rid all distractions where I am by myself in a secluded area and turn off WiFi connections from both my phone and my laptop- this works wonders. After I have prepared myself to write, I then brainstorm to get guidelines what to write about to help me stay on track with what I’m trying to convey to my readers. Additionally, I need to seek the attention from my target audience so after I brainstorm I need to think of the type of style I plan to use to get this desired effect. Growing up I would always hear from my teachers and my parents to first do a drafting before doing the actual document and submitting it because then the teachers will see the mistakes before you do! Even though doing a draft is a bit time consuming, it helps to reveal the flaws of your document, reduce wordiness and avoid repetition. After drafting, I read over my document aloud because then you can hear the mistake in grammar or context if there is still some mistakes.

When writing a marketing copywright you also need to make sure you are directing the information to your readers as initially that’s the whole point to your writing. As the speaker from the video said, you need to use personal pronouns like “you” and “your” because what other words are more direct than that? After perfecting the draft, you then should have a third party proofread your document because if they can’t understand what you’re trying to say, then how will your target audience understand. A good headline will aid in the success of your marketing copywright since this is the first place you should grab the attention of your readers; the headline should be a brief detailed description of what you wrote about. Create more than one headlines so that you can test the effectiveness of each by asking on a survey website as the video said or you can pay to publish an ad and see which one gets more recognition. According to Learning to Write Marketing Copy headlines are really important. Invest the time, write them carefully, and ensure you think them through (n.d.).

Image result for headlines are important

Source: Strategic Content. (2017, July  29). How to write headlines that get attention. 

Rewriting Existing Copy

To rewrite an existing copy you need to start with just editing rather than rewriting the whole document as this is time consuming and you may lose the idea of what the original writer is conveying. When editing your work or someone else’s you need to look out for wordiness and shorten what the writer wanted to say in a concise way.  Additionally, when editing, the video emphasizes about using the active voice or personal pronouns as it is more effective (you, your). Then after editing, you need to proofread the existing copy for grammars, spelling and punctuation. Lastly, when rewriting for social media the use of photos or imagery related to your topic is important since it is all about seeking the attention from your target audience.

Pepsico essentially covered what was said on Learning to Write Marketing Copy  since I follow them on twitter and noticed that all their posts have some sort of imagery with a short concise description of what the post is about which really grabbed my attention. Moreover, when I googled “news about Pepsico” I saw that their headlines told you exactly what the document was about in a very interesting way. PepsiCo’s CEO Opens Up About Trump, Amazon, and That Kendall Jenner Ad is an example of an headline that caught my attention right away because of how descriptive it is and it previews what the whole document entails.

 

Reference

Lurie, I. (2014, May 5). Learning to Write Marketing Copy. Retrieved from https://www.lynda.com/Business-Online-Marketing-tutorials/Writing-Marketing-Copy/149250-2.html

Do you know what is Social Media ROI?

Social Media and Business Strategy

As you should know, social media should not be utilized as a business strategy, but instead develop as a business conversation. Moreover, when building your business there are four strategic options, known as Ansoff’s Matrix.

  1. Market Penetration: selling existing products to existing customers.

Image result for market penetrationSource: Total Market Exposure

2. Product Development: developing new products to sell to existing customers.

Image result for product development

Source: Tatyana Shulgina

3. Market Development: expanding your existing products into new market segments.

Image result for market development

Source: Aqdas

According to Wise, “to measure social media marketing ROI, the subject of this course, that’s exactly what we need. We need to understand the big picture to know where we’re heading with our tactics” (2017). 

If your business has a business plan, it should include numbers; to keep your business and marketing activities focused, you need measurement. Measurements will also help you make the necessary adjustments if necessary. In regards to social media, measurements are necessary for number of followers, number of mentions, number of click-throughs to your website and more. Measurement in social media is extremely important because it will tell you, as a business, the impact you have on your audience.

As you should know, your business’ goals should be SMART(Specific, Measurable, Achievable, Relevant, Time-bound)  and your objectives should convert your business strategy into plans and actions.

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What is Social Media ROI?

AIDA Model

Source: 24Point

The AIDA model, shown above, shows the buying process for a product or service in which an individual goes through, and we target each of these stages in marketing and with social media. As a business you should also know that both micro and macro environment should be considered when assessing the effectiveness of marketing activity and it challenges the calculation of ROI.

The main metrics involved in social media that you should focus on are volume, engagement and website traffic; these will allow you to attract, retain and convert potential customers. According to Wise, “the vanity metrics of likes and followers do not correlate to the numbers that really matter” (2017). You will have to invest largely in time, time to learn, time to keep up to date and time to prepare and post content, not forgetting o respond and engage to customers, when it comes on to your social media presence. 

With regards to calculating return on investment based on social media, you need to consider the management tools to help with listening, scheduling and reporting. Also, you may also spend money on social media advertising, boosting your posts on Facebook, sponsoring content on Instagram or LinkedIn and promoting your Tweets.

Social Media Metrics

Volume metrics are vital because they are good for providing you with a guideline to enable you to measure progress and make necessary improvements in the time to come. Volume metrics also shows you the reach of your social media content; the larger the audience, the greater the reach. Reach is the total number of followers, connections or fans that has the ability to view your social media posts. Engagement is essential in regards to social media marketing, however, engagement with your customers is different on the various social media platforms. Engagement on LinkedIn includes likes, comments, shares and views on your updates while on Twitter, engagement is based on replies, mentions, retweets and likes on your posts. Moreover, Facebook’s engagement includes a reaction, comments and a share feature and Instagram’s engagement is likes an comments.

Applause, a third party management tool, is important to measure how many individuals are sharing your messages on social media; contents that get the greatest applause from your audience, should be continued. In all my previous tweets, I have emphasized how generating traffic on your website and social media profiles is important. In Want to know how to use Social Media Marketing for a small business?, I have provided a video link to show how Google Analytics works; it is important for your social media presence as it paints a picture of what’s happening behind the scenes of your website. You can also use Acquisition Overview to see who’s visiting your page to generate traffic. How Acquisition Overview works:

Source: Google Analytics

Measurement Tools

How to use Twitter Analytics:

Source: Cat Crawford

How to use LinkedIn Analytics:

Source: John Nemo

How to use Facebook Analytics:

Source: Thomas Joslyn

How to use Instagram Analytics:

Source: Jonathon Payne

All the video links I have provided are essential as the analytics will show you where to improve on and who views your content and what time. It’s best to utilize this feature to assist in growing your business on social media.

Analyzing Social Media ROI

According to Wise, social media marketing ROI, is the value the organization receives from investing in a project, the performance measure used to evaluate the efficiency of an investment and measure the profit earned from each investment (2017). How to calculate social media marketing ROI:

Source: ISO Training Institute

My Future

Well, it’s sad to say but it’s now the end of the semester and this may be my last blog for quite a while- or maybe not! This last blog really summed up all that I’ve learned during he semester about building a presence on social media, as a business. Nevertheless, for my future as an entrepreneur I will need to have a social media presence to develop brand awareness and generate traffic on both my website and social media profiles. The analytics and insights thee social platforms provide, is extremely useful because it basically helps you to know where to focus on more and where to focus on less.

It was a great semester blogging for you, my viewers, and I will surely miss blogging about social media weekly. Blogging about social media really educated me beyond what I expected and I really hope the information conveyed properly to you my viewers to help you with your social presence as well. Thanks for reading, HAPPY HOLIDAYS! xoxo

Reference

Wise, L. (2017, January 12). Social media marketing:ROI. Retrieved from https://www.lynda.com/HootSuite-tutorials/Social-Media-Marketing-ROI/504398-2.html

What kind of Leadership do you posses in your business?

Preparing to Build Authority

First off, let’s talk about talent; what do you think your talents are? Well, before you start take into consideration that talents are activities where you are gifted, that you enjoy doing and where you have developed skills. Now, what is you most valuable activities (MVAs)? Consider that these activities are the ones you spent most of your time on, you would have to pay someone else most money to perform them as best as you can. Moreover, wherever your talents, MVA, advice and likes connect, this is most likely the area you would want to build authority.

Image result for talents

Source: WikiHow

Marketing is all about time, so schedule time to focus more on developing yourself and skills. Be realistic with the time you have chosen, whether it is one hour per week which is good to start with. Try to schedule your times in a quiet area for “me” time so that you won’t be interrupted nor distracted. According to Crenshaw, by using the schedule and making just a little progress each week, over time you’ll see the accumulation of your effort and grow steadily to become an authority (2013).

Typically, in the process of  mentorship focuses on a mentor which is someone you can trust, who has already achieved success and you communicate with them regularly for more knowledge on a particular topic. How to find a mentor:

  1. Inside your company (develop a professional relationship and get their permission to ask questions frequently, in order to learn from them).
  2. Outside your company (create a schedule that works best for you both, to meet regularly for discussion).
  3. Long-distance mentorship (find a master to mentor you from afar).

According to Crenshaw, becoming an authority will take you some time, but finding another master to learn from and consistently scheduling time to learn from them will make the process easier to rise from apprenticeship to a master yourself (2013).

Building Authority within a Company

By becoming a systems expert, you have to best understand processes and procedures within a business. The systems expert is known to be the authority in a specific field since they are very important to the business. Moreover, as a systems expert they might have already recorded a few of the most critical processes that an individual needs to learn; the expert is the best to teach with authority to other people. Remember, to be successful in a position, you will need to learn from someone else. Moreover, a systems expert within a company, they are the authority, the master, the mountain guide who will best teach it to others.

In a larger business, it may be very difficult to be a systems expert; however, with consistent effort over time in conquering these systems, you will have the chance to be recognized as a system expert. When documenting the “What” during documentation, it is designed to develop a picture in someone’s mind of the end result of the system. The “Why” is the logic or motivation behind following a system. The “Who” is where you list the positions responsible for following the system. The “When” refers to any standards you want to measure in time, length or timing. The “With” is where you would list any resources the system requires. In the “How much” portion, you will list anything numerical or quantifiable such as performance standards, results, numbers or statistics; this system is created to be a training guide for use in teaching the system to an individual. Concluding, the “With what” portion, lists any resources the system requires. With regard to the “How to” section, make a simple outline that fits unto one page. “The idea is once you’ve created the system and once it’s been approved, we now want to make it available for everyone else to use and learn from. Once it’s finalized, you can begin using it to teach other people” (Crenshaw, 2013). Moreover, when you review, edit and then formalize systems you’ve creates, you will begin to improve your skills as a systems experts within the company. 

Building Authority in the Public

I have provided you with an authority ladder pyramid which will give you the main concept of how to improve your authority, starting with the easiest; bare in mind that this can take several years. It was designed as a starting point for you and you may have your own innovations to build authority. Therefore, find your position on the pyramid and then consider what the next steps are in which you can take to build your authority.

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When building your library, make sure to include articles, books and videos. By creating short articles with a set schedule, it will be easier for you to create a book. If you choose to bring your skills in a video, people will hear your voice and see your work in action. By building an online network, it’s about building a social network authority to lead over existing leaders. Once you have created a group on the online network, you can focus on building your group via offline network. Build the offline group locally, so that it will be easier for people to attend.

My Future

Haha this section should be renamed as “My Present”, however, I am going along with my weekly format ritual. I saw my present since in the section preparing to build my authority, I currently do have a mentor. The amazing thing about this is that he’s from Pepsico!; yes, my future dream job. How we met was completely destined and I am so grateful for the opportunities he has extended towards me. Also, he’s Jamaican, just like myself..what a coincidence. Moreover, I completely recommend getting a mentor because of the extra wisdom and knowledge they will add to your reasoning and thinking. On the steps to becoming a leader, I think I’m at a good starting point since I have already have a mentor who is a system expert on Marketing, focusing on sales; he can teach me more about Marketing within Pepsico because of his authority.

What is the importance of Twitter for my business?

Get started with Twitter

If your business isn’t active on Twitter already, then you should know that Twitter is used to capture conversations about different topics around he world. In Can you use Facebook and Twitter for Social Media Marketing?, I stated that: as a business, you can use Twitter to post details on a new product or service, helpful tips for users which can increase retention. Moreover, gaining followers on Twitter should be your business’ goal; you can build on existing customer relationships, create new leads and develop a visible presence by building your Twitter followers.

Image result for twitter for followersSource: Seoclerks

Does your business use Social Listening?, was my previous post where I mentioned that it is very important for businesses to post frequently on their social sites.  Few interactions on Twitter a day, may add up to valuable moments for your brand. According to Batesole, “twitter claims that people are 72% more likelyto make a future purchase from a business after they follow or interact with them on Twitter” (2017). 

It is advised that you understand the terminologies used in the Twitter world. Twitter terminologies include:

Source: Digital Charlotte

In Can you use Facebook and Twitter for Social Media Marketing?, I highlighted the key point you need to consider when creating or changing your username.

How to sign up for a Twitter account:

Source: sakaiRTMS

Touring Twitter’s interface:

Source: Techboomers

Create an Effective Profile

Your business’ name, bio, header image and profile picture should all be in sync to tell the story of your brand. You should use your profile on Twitter to directly target your desired demographic. On Pepsico’s profile you immediately notice that their profile picture and header image contains visuals that relate to the brand which descries the business. Also, if you take a look at their bio, it tells you what to expect from their business, “News, innovation, global inspiration & more from “.

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Build an experience that would be valuable to your audience, on your Twitter profile. Construct a bio that your users are familiar with and can connect with ; use languages and images they’ll resonate with to feel comfortable.

How to add a profile picture and header to your Twitter account:

Source: Ian Lamont

With the header photo, this is where you will display your brand. According to Batesole,  it’s where your new followers and visitors will get an immediate sense of who your company is (2017). It is also recommended that you upload header image of 1500 by 500 pixels. When using a header photo or profile picture, make sure that you are using large, rich and on-brand images.

Source: Hot Pepper Communications

A profile picture provides an immediate brand visibility as it tell users who and what your business is about. Most of the times, users will recognize your profile picture before they realize your username.

Your bio is essentially what you will use to describe your brand. Your Twitter bio limits you to 160 characters. Moreover, think of you bio as an elevator pitch. In your bio you can also include hashtags, links and other usernames or handles. If you want to add a link inn your bio, ensure that you are using a trackable link, such as a URL with Google tracking appended, in order to view how many clicks are arriving from your Twitter bio. One cool thing about Twitter bio, is that Twitter uses your bio as the description for the search engine listing.  In the bio, you also have the flexibility to add a location.

How to customize your profile design:

Source: Brand Design

In Did you know that you can use Facebook for Business?, I mentioned how to pin a post on Facebook, and it is basically the same for Twitter. How to pin a tweet on Twitter:

Source: Paul Wilson

Connect

According to Batesole, “as a business, it’s better to put things through the perspectives of your audience. You might not want your business to be aligned with a political agenda, a particular celebrity, or even other brands” (2017). It’s important to get involved with Twitter’s ecosystem by following users. Ensure that you are also following brands that you want to interact with as their tweets will appear on your feed once you follow them. With reference to Can you use Facebook and Twitter for Social Media Marketing?, I made mention that you do not have to follow back all your followers. How to connect with existing contacts:

Source: Fuzedtraining

Tweet

Ask  yourself the question, how do you want your brand to be thought of? As a business, you need to clearly identify who you are, how you think, and the whole atmosphere around your brand. If your business is sophisticated, then you will have to use the language and imagery to support this personality. Users  respond well to conversational tweets that are welcoming, so don’t practice too much self promotion as it will reduce the effectiveness of your twitter efforts. With regards to your tone, you should use it for specific situations and use your business’ voice to maintain stability for the broad appeal.

Say you have encountered a crisis with your business, the first people that will be affected by this is your customers. So, Batesole said, “hit Twitter the second bad news breaks with a clear, authentic response and your audience will respect your for it. In a nutshell, what you say, how you say it,and how often you respond, all have a tremendous impact on the success of your Twitter marketing. The basic key is to just be authentic”. 

Your business’ Twitter objective is highly quantitative and the revenue you produce can be measured directly. You can have multiple objectives but, highlight the primary one and develop your strategy around it. Moreover, once you have decided what your marketing objectives for Twitter are, you should then conclude if you will be measuring the results by the quality or quantity.

How to add videos and photos to a tweet:

Source: The Scientist Videographer

Source: SynNeo

Another great way to share rich media is through GIFs. You can post GIFs in your tweet instead of videos and photos, if you like. You can add GIFs based on the selected options Twitter provides you, or you can use the website from this video:

Source: In 30 Minutes

As a business, you would want to look beyond just your retweets, followers and likes. So, with the use of Twitter Analytics, you can see the impressions of each tweet, the engagement rate, its overall reach and also the amount of clicks any embedded media or URLs received. How to use Twitter analytics:

Source: Cat Crawford

Generate Leads

In order to be successful on Twitter, you need to make a list of keywords in relation to your business, products and also your competitors. Generate another list of sentences, phrases and keywords that will describe you. Retweets are so useful as it will help you find a strategy that enables you to increase your impact. Getting an endorsement is like getting a retweet; users in your network can relate with your tweets and when they share it, their audience can relate to it as well. Retweets is also a great way to attract more exposure to your page and business.

Integrate

Twitter has the feature of allowing embedded buttons which enables users to immediately share links, hashtags, follow users and mention an account directly from any page to your website. Twitter has provided users with four button options such as: Share a link, follow, hashtag and mention.

Image result for twitter buttons

Source: Cole Bemis

Embedding your Twitter feed to your website, is a great feature to utilize when writing a blog or using tweets as a reference. You also have the opportunity to share some of your valuable tweets to your customers. How to embed a Twitter widget to your website:

Source: Anson Alexander

Twitter Cards is a useful tool as it will allow you to extend your message and a;so more media to a tweet. How to add Twitter cards to your website:

Source: WordPress Tutorials

Advertise

According to Batesole,  social media advertising is fueled by the ability to not only get in front of a highly relevant audience but to also encourage them to share and spread your message organically (2017). When developing a campaign for your audience, ensure that it is motivating hem to follow you. How to launch a Twitter campaign:

Source: Gary Hyman

How to promote a Tweet on Twitter:

Source: You Brand, Inc.

You should know that each advertisement has its own set of metrics and Twitter tracks the number of attention your campaign has gotten. You can use Twitter’s dashboard to view metrics currently and after you have launched your campaigns. In order to launch your future ads for better success, measure your current ad results against your marketing goals and make the necessary adjustments.

Manage your Daily Efforts

Remember in Marketing, consistency is key! You have to make sure that you are keeping an active presence on Twitter to interact with your audience. You can also set up email notifications to inform you when someone has interacted with your tweet whether retweet, like or comment. I personally have used TweetDeck in the past and I also recommend you to use it as a third party tool. How to use TweetDeck:

Source: Brandon Northwick

Don’t get me wrong but, there are more third party tools you can use on the marketplace. Explore your options and use the better tool for you.

My Future

This was a good assignment but, unfortunately, I do not think that I would focus my marketing goals on Twitter because of the character limit and the uniqueness of the platform. However, if your audience demographic is actively on Twitter, then it is best to increase your marketing efforts here. Twitter is always a good platform to use when responding and interacting with your customers, since it’s real time and you get to participate in the Twitter ecosystem. I can conclude that Facebook offers more opportunity for a small business than Twitter because of the flexibility it provides for startups than Twitter.

Reference

Batesole, B. (2017, April 18). Twitter for business. Retrieved from, https://www.lynda.com/Twitter-tutorials/Measure-advertising-impact/480768/495385-4.html

Can you use Facebook and Twitter for Social Media Marketing?

Understanding Social Media Marketing

Social media has granted us the opportunity to communicate online to discuss popular news articles, sharing photos of events and even engaging with brands. These different discussions allow new opportunities for marketers. Marketers and business can join the conversation to generate brand awareness, create their own conversations and motivate customers to do marketing for them. Basically, social media marketing is done to execute the goal defined by developing interactive moments with customers. According to Batesole, “social media taps into the idea of using your customer as a marketing vessel” (2016). 

Your content could be liked, retweeted, shared and blogged about as it makes social media marketing effective because of its viral effect. Since social media is personal, when your users share content, the credibility increases. If your social media tactics are done poorly, it will attract unwanted attention which could negatively affect your business or your brand image.

There is much advantage when using Twitter and Facebook as social media networks as they have much ability to attract new exposure to your business. Moreover, social media provides the opportunity to get in contact with your customers. In my previous blog, Does your business use Social Listening?, I mentioned how important social media is for social listening as you can address an inquiry or concern a customer may have asked online. However, beyond customer interactions, you develop a sense of what is it important to your audience by focusing on what they share and how frequently. Having active customers, you can suggest feedback or test ideas before developing larger marketing strategies.

Moreover, having an active social media presence, you will allow your audience to indirectly support you. It will increase your overall credibility if your audience is leaving a positive comment, sharing reviews and interacting with your contents. Developing a community of advocates of your brand will be to your advantage since the community with generate viral marketing and help you reach unthinkable territories. People tend to seek recommendations from friends and social media allows you to initiate these opportunities and your brand gets exposed to a new audience. These are just few examples of the value of social media and each value might have a different motive.

The main similarity that Facebook and Twitter has, is that they are both a social media platform which helps you to connect with users. However, the are actually two different platforms. Whereas Twitter is public, real-time feed of concise thoughts ad Facebook is more of a private network used to record data and ideas with friends and family. If you want short and fast communication then Twitter would be listed first. Twitter has a splendid mobile density, with around 30% Twitter users updating their feeds multiple times throughout the day, from any mobile device. Facebook poses with the highest number of users who have graduated from college which depicts a strong middle class. Ages 24-50 are the perfect demographic as there is tremendous opportunity here.

As you may notice, the younger generation is moving away from Facebook and are fascinated with Instagram or Snapchat, to interact digitally. Equally, both men and women use Facebook. When thinking of your business strategy, know that Twitter content has a short life span. However, Facebook status updates can be noticed for several days. Facebook is a continuous conversation, while Twitter is a real-time prompt conversation. Facebook is perfect to share detailed content and create interaction on different topics. Twitter is superb for dealing with customers and provide short updates as they relate to your business.

In my previous blog, Want to know how to use Social Media Marketing for a small business?, I provided a detailed video on how to utilize Google Analytics. Google Analytics is a good tool to use to generate traffic to your site from social posts. You can make custom links to track the success of each of these efforts, by using Bitly. How to use Bitly:

Source: SkyberryStudio

You can also use this resource with custom Google campaign tags and UTM tracking in the GA essentials course on Lynda. You need to remember to write copy, create designs or find images to help your message , and then analyze your results to improve your strategy.  Having a budget is ideal to know what’s your limit. Calculate your hourly rate and include the time your or your team will be spending.

Get Started with Twitter

As a business, on Twitter you need to be creating and capturing conversations about your business. You can use Twitter to your advantage to share specifics on new products, helpful tips and behind the scenes of your business to generate and increase retention. The number one goal as a business, is to gain followers by adding value to the Twitter network. While building a visible presence, you can build your followers, expand on existing customer relationships and develop new leads. Most popular brands have a Twitter presence with a specific goal to inform and engage with current and future customers. With Twitter, you have to be committed to post regularly or your business will look disengaged and stale. Customers use Twitter to give a quick shoutout to a business on a job well done, just as much as they would like to receive a response if they have any concerns. Moreover, as a business you need to first determine if you will be able to devote the necessary resources to maintain your presence on Twitter.

In the beginning, determine if one interaction or more works best for your business, on Twitter. Interacting with your customers will allow them to evaluate your brand, search for a special offer and discover what other users are saying.

Your username is the most important brand feature as this is how users will interact with your business. As was said in Did you know that you can use Facebook for Business?, your username should be relevant to your business or describes it; avoid using any underscores. Underscores are outdated and it might be harder to remember  and type out using a mobile device. I know you might consider adding a number to the end if the username is already active but, do not use numbers. Instead, you should consider appending the acronym of the state your business is in or consider abbreviating parts of your name; the business slogan is also a great place to look for motivation. It is also recommended that you use relevant key words in your username as this will help you appear in results when customers type in the specific word. How to change Twitter username:

Source: Andrew Waatz

If you do decide to change your username, it is advised that you send a tweet to your followers to inform them of this new change; you will not lose any followers but, you may lose some connections if they do not know the new username.

You need a powerful profile with a good username to build brand presence. Let’s examine Pepsico’s Twitter account:

pepsico.PNG

As you can see on Pepsico’s Twitter account, they have made their logo as their thumbnail; Twitter will scale the picture down to a very small size. Use your Twitter profile to communicate directly to your target audience; build that important experience for them. Below Pepsico’s username, they have included a bio that is short and direct as it speaks to their key points and what users may be interested to know.

The homepage of Twitter is where you’ll see your Twitter timeline which shows a stream of tweets from accounts you have followed on Twitter. Recently, Twitter has filtered tweets to allow the most important one to you, to appear first. By clicking anywhere on a tweet, it will expand the tweet and interaction options will show.

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I have expanded Pepsico’s tweet and as you can see in the circled section, starting from the left, I have the option to comment, retweet, like or message the business and someone else about the content. Searching for hashtags is a great way to know what is trending ,what is happening around the world and on Twitter. Focusing on Pepsico’s page, look above suggestions and you will notice that you can see the number of tweets you’e published, how many people they’re following and how many users Pepsico is following.

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How to use Twitter:

Source: Techboomers

Knowing your core marketing objective will enable you to be successful on Twitter. According to Batestole, by understanding your objective, you’ll be able to quickly identify whether or not your efforts are panning out. Now, for some brands, Twitter might simply be a customer support hub, a place to respond to customers, and engage with your community. Your goals might be measured on the qualitative scale, that is to say, you’ll have to decide if the quality of your engagements are worth the effort, only you’ll be able to make that determination (2016). Establishing brand recognition might be best for other businesses.  Developing brand recognition you will have to exercise your effort and resources to build authority in your niche. A blend of  quantitative and qualitative metrics will determine your success based on the umber of reach your tweets are getting and the number of followers will specify if your objective is being met. Product announcements, promotional opportunities for your product and links should be added to your website; this can be measured through the revenue you make which is highly quantitative. Identify your KEY objective and develop your strategy around it. Take note of your marketing objective for Twitter and conclude if you will e measuring by quality or quantity. 

Your brand image is not solely about the visual content you share but, it is about how you write, the words you choose and the type of content you share as well; this makes up the communication style. According to  Batesole, communication guidelines are really just a way of ensuring you not only stay consistent, but they’ll also point you in the right direction when deciding what, or what not, to post (2016). The first thing to consider is to outline your voice and tone, which should be done throughout your business. Mailchimp does a good job to describe the process of tone and voice with provided examples. Highlight your Twitter communication guidelines as these are also very useful if you work in a team. Being concise is your main objective in your communication guidelines as Twitter does not allow much room for a lengthy one. Your communication guideline should clearly identify what is your business and what happens behind the scenes (transparency). On your Twitter profile you should only talk about topics that are relevant to your brand and are meaningful to your audience. When there are trending topics on Twitter, make sure you have knowledgeable background on the topic before an input which is the last main objective, accuracy

Never argue on Twitter, especially as a business, about things that are not important or meaningful. Moreover, if there are negative comments about your business, take a positive approach when responding to these concerns without an argument. Also, you need to openly admit to your mistakes instead of deleting it and pretending that nothing happened. Finally, you should have your customers’ best interest and protect them; this means that you should always attend to their concerns and needs, protect their privacy and you’re being honest with the concerns that they have.

Tweet on Twitter

Just as you have a marketing objective for your twitter account, you should have one for each tweet as well. According to Batestole, A goal might be to drive traffic to your website, to encourage sign-ups for an event, or to earn re-tweets to expand the reach of your brand. The start to crafting a great tweet is to first identify this goal. Next, decide what call to action is necessary to achieve the goal (2016).

The amount of times you tweet each day on Twitter is called your frequency. Develop for your business how often you will be tweeting, whether it’s daily or weekly. How to use the retweeting feature on twitter effectively:

Source: Techboomers

Retweets generate brand recognition as it allows your tweets to be noticed and shared to other users’ feed who will then retweet it if the content is relatable and useful. The use of appropriate hashtags will also allow your business to be recognized especially if you have used a key trending word. In Does your business use Social Listening?  I also spoke about the importance of hashtags to generate brand awareness or brand recognition. Here I have provided a detailed video of how to use hashtags efficiently on Twitter:

Source: jmgrp

Build your Presence on Twitter

You need to attract your followers as the more followers you have, the more exposure your tweets will have. How to attract followers:

  1. Tweet often (only relevant interesting content).
  2. Join conversations and retweet appropriate content.
  3. Share your profile on your website and on other social platforms.

According to Batesole, who you follow on Twitter will reflect the type of business you are and what interests you. Following people on twitter will make your business known for contributing to Twitter’s ecosystem. Moreover, if users are not adding value to your feed or support your business, you do not need to follow them back; you basically want to have more followers than following.

How to use Twitter Advanced search:

Source: Social Media Worldwide

There is a variety of tool options available to help manage your Twitter account such as TweetDeckHootsuiteBufferapp.com and IFTTT. These tools will help you organize and manage several accounts, create lists and gather content from the Internet.

Getting Started with Facebook

Previously in Did you know that you can use Facebook for Business?, I educated you abut how to navigate Facebook and use it effectively for social media marketing. I informed you of the importance of having a proper About page as well as how to use the Milestone feature. In the previous blog I also showed you with a video, how to upload videos and photos as a post, with captions.  Moreover, you should be encouraging awareness to your page. This can be done by adding valuable quality content which relates to your audience. In Did you know that you can use Facebook for Business?, I also provided much videos to help readers understand the depth of the whole interface of Facebook; it is more complex and beneficial then users predict. I also mentioned that your objective should be clear whenever you decide to post on Facebook as it will depend on how many followers you will get or not get.

Measure Your Efforts

Facebook: they have made it easy for users to manage their page to see if your interactions are growing and Facebook also provides useful metrics to determine what type of content your users prefer or like most. In Did you know that you can use Facebook for Business? I attached a video on how to use Facebook Insights since it is a really great tool to visualize how well your content are doing on Facebook. It provides you with charts and graphs to show you if there is an increase or steady growth in your performance. As a business, it is advised that you check your Facebook analytics daily, to keep track of your Facebook growth.

Twitter: Twitter Analytics provides Twitter users with a dashboard of how their Twitter account is performing, how many interactions a tweet attracted, how many favorites and shares as well. The dashboard also allows you to see at-a-glance charts which shows you the overall performance and identify any outliers in your data. How to export Twitter analytics to Excel:

Source: Mediaszar

Batesole also said, understanding your data is important to building a better strategy and a better strategy will increase the likelihood you achieve your marketing objectives (2016).

My Future

Hey! I hope this week blog was useful as it was an educating process for me as well. I currently do have a personal Twitter profile which I am not proud of since I am lacking as a business student with the content in which I should post there. However, I have created a new profile but I am not motivated to develop and interact with it properly since I do not have the same followers or follow the same people from my personal profile. Having done this blog, I now realize the importance of using Twitter as a business but also as a business you need to consider if Twitter is the right social platform for your business content.

References

Bartesole, B. (2017). Social media marketing: facebook and twitter. Lynda.com. Retrieved from https://www.lynda.com/Facebook-tutorials/Social-Media-Marketing-Facebook-Twitter/490093-2.html

Did you know that you can use Facebook for Business?

Get Started

If your business does not have a Facebook page, then it is best that you create one in the near future. Facebook is a platform that will allow you to advertise content and communicate with other users. Having a Facebook page, users can stay updated with your brand, know what’s happening on the news, start conversations and share fascinating contents with their friends. If you take a look at Twitter’s Facebook Page you will notice that they have their branded logo as their profile picture along with their custom banner. I’m sure you may be questioning what the blue tick means beside their name. Well, it means that they are a verified page and Facebook has verified their authenticity.

twitter

The timeline, on Facebook, is a place where you will see the brand’s own posts, posts from other users as well as stories, arranged by the date they were posted. Let’s now focus on the About tab; this is where you can find additional information about the business/brand. The company overview, description, and other important things are included here. As you can see on the far right of their page there is a Use App button. Once you click it, it will take you straight to their app, but only if they have one.

Your Facebook page gives your business a voice and presence on Facebook and a place to share business information directly with customers. A personal Facebook page is different from a business Facebook page as business Facebook pages are strictly for business and personal brands. Business Facebook pages also assist you to gain insights and analytics into your engagement. However, it also allows you to do activities just like a personal Facebook page would such as liking posts, commenting and following users. Another difference between business Facebook pages and personal profiles is the presence of a like button on business pages.

You really need to know your target audience and how they interact on Facebook in order to make the right decision to get your messages and information in front of them. Customers interact with your Facebook business posts by liking a specific post with different reactions, they could also interact by sharing a post from your page. When they hit the share button, Facebook provides them with the option to share with or without their own caption. After sharing, it will then appear on your follower’s news feed and also on their profile. Users can interact with your page by liking or unliking your page and have the option of choosing what posts from your business page shows unto their news feed.

Build Your Page

How to create a Business page on Facebook:

Source: iBrand Your Business Tv

Source: iBrand Your Business Tv

The goal of your Facebook page is to entertain users with the feel of your business whenever they visit your page. The cover photo of your business should be unique that represents your brand. The cover photo could be a popular product, your storefront, or even the founders and co-founders of the business. Adding a profile picture and cover photo to your business or personal profile is essentially the same. Here’s how to add or change your profile picture and cover photo:

Source: Social Media 4 Beginners

Adding visual elements to your business’ Facebook page is vital since it will reflect your brand and also provide an atmosphere for users to learn more about your business. You could use visual elements like photos or videos to aid in traffic on your business page.

The cool thing about using Facebook for your business is that Facebook allows you to add a call to action button located below your cover photo. How to create a Facebook call to action button:

Source: Paul Wilson

If you have chosen to direct users to your website as a call to action it is beat that you enter the URL which sends them straight to the page that will display specific information about your business or products.

In the settings tab on Facebook, you have the ability to customize the way content will appear on your page and who can interact with it. Here I have provided a detailed video of using the Settings Tab efficiently on Facebook:

Source: jmgrp

Additionally, Facebook has the Page Roles found in settings which enables you to assign users as an admin, editor, moderator, advertiser or analyst. The roles have a different level of access to your Facebook page, which makes your content and information to remain the same.

Source: iBrand Your Business TV

How to use Facebook Activity Log:

Source: Techboomers

To make it easier for users to find your Facebook page it is advised that you choose a username that describes your business. The username is also connected to your vanity URL which allows users to type directly into their web browser to find your page easily. How to create a custom URL(username) for your Facebook Business Page:

Source: Tammy Hudgin

Remember you cannot claim a username that is being used by someone else. To choose a username you must also be your page admin. Ensure that you enter a simple, clean and concise username.

Published Facebook pages are visible to the public while unpublished pages are only seen by you or who manages the page. To unpublish your page at any time you will have to be an admin. Dummies provide a brief way how to unpublish your business page.

Build Your Audience

Inviting friends through the feature Facebook provides is an easy and effective way to get more likes for your business page. The feature forwards a notification to the user you selected, to like your page. How to invite friends to like your Facebook Business page:

Source: Tina Lussier

On the user’s page you have selected to invite, they will receive a notification on their page by the globe sign that you have invited them to your page. This is how it will look, using my Facebook profile:

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Once the users have received this notification and then clicks on it, it will direct the user to page automatically. Dummies also does a good job to summarize how you can share your whole business page on Facebook. You have the option to share on your timeline, a user’s timeline, a group message or a private message. You can also add a description to the shared post like “We love our customers” as people would really appreciate a business store like that. With shared posts, you have the option to specify how it shows up whether public or private.

You can also invite people who aren’t your friends on Facebook to like, visit or share your page by sending them an email. How to invite email contacts to like your Facebook page:

Source: Metachick Marketing

You can also gain more awareness to your page by using the Like button. This is a ripple effect because once users have like something on your page whether content or products, their followers will get a notification of what they have liked on your page. It is a great idea to have this Like feature on your page as it allows people to share and engage with content and develop brand awareness. How to add a Facebook Like Button:

Source: Weebly

Page Like Ads is a smart way to quickly increase traffic to your Facebook page. On your targeted audience’s newsfeed, these promotions will promote your page and show up as recommended pages. Here I have provided a detailed video on how to create Facebook ads:

Source: THATLifestyleNinja

Facebook Posts

The key way how you will interact with your users is by posting on your Facebook page as it is an integral part of your business’ marketing strategy. When you make a post, users will see it when they browse on your page and the post may also appear on their news feed. How to create a post:

Source: Facebook Business

You can also tag different users or establishments in the post if you are referring it to them.  In the future, if you want to edit or change the wordings of the post you have the option to do so and then click Done Editing. Moreover, make sure that your posts are very clear, concise and have some level of value with the absence of incorrect spelling and grammar.

Adding images and or videos to your posts is a good way to make your posts engaging and relevant to your customers. How to post a picture on Facebook as a post:

Source: jobs4mind.com

Facebook now allows users to choose from different posting options as t how they would like to post. The Create a Photo Album allows you to upload a file from your computer. They also have the Photo Carousel which is a scrolling photo carousel that utilizes images from a link that you have provided. The Create a Canvas feature helps you to create a full-screen Facebook ad for your mobile. How to create a Photo Carousel:

Source: Ainoa Cerezuela

The last picture on your Photo Carousel should be a call to action such as “See more at yourbusiness.com”; this suggests that the user should check out more on your website. At the bottom of the post, I’m sure you noticed the images you have upload, but I’m sure you didn’t know that you could rearrange the order in which you want the photos to appear. The Photo Carousel essentially provides a full visual feel of your business to your target audience.

How to create a Facebook slideshow:

Source: Facebook Business

The pinning posts feature allows you to highlight certain posts and it is a great way to attract users to specific content. This feature allows the post you really want your customers to remember you by or describes what your business is mainly about, to appear at the top of other posts. How to pin a post to a Facebook page:

Source: Paul Wilson

Now with this pinning feature, it only allows you to pin a post one at a time as you cannot pin multiple posts to your business page. Once you have pinned a post, Facebook will unpin the previous post to accommodate for this new pinned post. You can also use Pin Post to control the arrangement of your page.

I do agree that maintaining a Facebook page is time-consuming and should be consistent especially as a business, but there is a nice way to better manage your Facebook page. You can pre-schedule posts so that you do not have to be on the pages all the time by using the Schedule a Post feature on Pages. How to schedule a Facebook post:

Source: Paul Wilson

The publishing tools section is where you can view all of your schedules posts as well as published posts, expiring posts and drafts. However, if you do select Actions, your post will be published, removed from schedules, change of date, backdated in the past or outright be deleted. Once you have published the post, it will show up in your page ad your audience’s Newsfeed. Scheduling your posts is a very good way to guarantee that specific content gets delivered for a specific date to post on your page.

Jess Stratton provides a great video for businesses and users to know how to edit or delete Facebook posts. This flexibility that Facebook allows with the editing and deleting of posts generate confidence in users that if there are any grammar, typos and anything you missed out in the post, you can go back and edit or remove it at any time.

The best practices to use to ensure posts get maximum exposure to your target audience:

  1. Consistency: focuses on the type of content you post and when. Businesses should decide how frequent they will post and on what specific schedule so that users will get familiar with this schedule. Users will know when to expect a post from you.
  2. Timely Content: It is a great way to develop conversation and create posts in which your users will interact with, based on focusing your posts around leveraging holidays and events.
  3. High-Quality Photos: Using high-quality photos helps your content to stand out on your audience’s Newsfeed. Also, if they are scanning through your page they will see this high-quality post and will want to interact with is whether by liking, commenting or sharing.
  4. Call to Action: Make sure that as a business, you are adding links or call to action button on your page to influence users to click.

Ensure that you are posting content that people will be interested to read and interact with; focus on quality and not quantity. You can also provide a look behind the scenes of your company as it will paint a picture of your business as being true, authentic and transparent. These characteristics will encourage more customer engagement with your business, Facebook page, and posts. It’s an opening to ask for feedback from users and it is here you can respond to questions and comments on your page.

Advanced Facebook Page Features

Say you want to tell users about an event your business will be hosting, well Facebook is a great platform to use to do that. The event could be an open house, sale, concert or even book signing and more. When creating an event on Facebook you have the option to invite users to them and those people to RSVP on Facebook. How to create an event on Facebook:

Source: Plexus Worldwide

Facebook also has a Milestone feature which tells a story of what your business is about. It helps you to highlight primary moments for your business and appears on your timeline. How to add a Facebook Milestone:

Source: Julia Doherty

Remember, your Milestone will not be published in other people’s Newsfeed as it will only appear on your timeline. This feature basically adds interest to your Facebook page and control the information that shows up there.

Leaving a rating or review on your Facebook page is a great way to add social proof for your business. Receiving a rating or review is a great way to thank guests and display them on your page. In the customer’s  standpoint, they have the ability to post a review/rating publicly or privately. Once users are done with their rating or reviews, it will appear on your business’ page.

To display public posts from your Facebook page on your website you can use embedded posts. On my previous post, Is your business active on Instagram?, I provided a video on how to use the embedded feature for Instagram, but now I will be showing you how to embed using Facebook.  How to embed posts on Facebook:

Source: Jo Barnes Online

Engage Your Audience

The most valuable form of interaction with your audience is your comments. Comments can be left on your page by anyone as your page is public. It provides a chance to hear from your community, your community to interact with another and for you to comment back. Users will consider your brand as being active and available once they notice that you reply to people’s thoughts, questions or concerns. Since anybody can comment on your posts, Facebook provided the ability for users to report the comment it has an abusive nature or bans the user from your page. Moreover, other Facebook pages had the ability to comment on your business page so there might be comments from other business or organizations.

The admin of the business page should moderate comments appropriately that appear on the business page. Users generally use your business Facebook page as a customer service portal so it is vital to effectively manage these notifications and comments to answer concerns. When answering concerns by commenting, you also have the option to direct message her. If you no longer want comments to appear on your timeline you can hide the comments. The comments will only be visible to the user and his/her friends.

Promote Your Business on Facebook

Boosting a page post helps you reach a larger audience who already liked your page or anyone on Facebook. This is a great way to expand your reach. Whenever you have boosted a post to your existing fans, it will appear higher in their news feed. How to boost Facebook posts:

Source: Paul Wilson

When defining your audience, you are telling Facebook who you want to see your boosted post. You can name the audience as however you like, for quick reference. However, before you boost your post, ensure you look at the preview added on the right which will show you how your boosted post will appear. Facebook also has to approve your boosted post and once it has been approved, you will receive a notification on your page and then you will be able to manage it there.

A local awareness ad is a feature for local businesses that show ads locally to users directly from your page. How to create Facebook local awareness ads:

Source: Social Chefs

Source: Facebook Business

In the local ads, you can also include a map card that displays your business location on the advertisement. Facebook also makes an estimated daily reach, for example, for $5 a day, you’ll reach approximately 1,100 to 2,900 users with your ad. Once Facebook has validated your local awareness ad, they will send you a notification on your page which will let you know it is running. On your page, you can manage your ad by clicking the Promote button.

Oce you have created Facebook ads to advertise your business, you will have to regularly check how they are performing. To manage your ads which are always located on your page, you should use the tool Ads Manager. How to use and find Ads Manager on Facebook:

Source: Andre L. Vaughn

Once you are in the Ads Manager feature, you will see your advertising  ID, the stats of your account, your spend cap and how much you spent. There are also three levels of Facebook’s campaign structure such as:

A campaign: this consists of one or more ad sets and ads and you can only choose one advertising objective.

Ad Set: this is where you would specify things like who you want to target, the budget and scheduling; it also contains the ads themselves

Ad: the more you run your ads, the more useful the dashboard becomes.

The blue promote button is where you will find the option to create an Ad. Here you will also find ads that you’ve set up and are ready to be run on your page, will show.

Understand Facebook Insights and Reports

Facebook Insights is where you can see all your analytical data on your Facebook page and determine if your Facebook page is growing or if you’re posting the right content. Facebook Insights is a place you want to visit regularly. How to use the Facebook Insights effectively:

Source: Madcam Publishing

The likes tab is where you can see how your page’s likes have grown over time and it is an important piece of insight data. Here I have provided a video on how to find your Facebook page likes:

Source: South Caroline State Library

How to analyze Facebook page posts’ reach:

Source: Thomas Joslyn

Under the graphs displayed in this section, you can see the Post Reach selection which shows the number of users your posts were served to. According to Adams, Served is an advertising term, essentially meaning shown to. I can easily identify my organic versus paid reach as Paid here is represented by a darker orange. The organic is represented by the lighter orange, and that means any reach that I have not paid for. Paid means that I have created promotions that have expanded my reach. Below this graph is the Likes, Comments, and Shares section (2017, March 20).

How to track your Facebook page views:

Source: HubNSpokeMedia

It is important to know which posts are performing well and why since your Facebook page is the face and voice of your business online and your posts play a huge part in it. According to Adams, the Posts tab is where you can track individual content pieces and how they perform based on when you posted, what you posted and how. The first thing to notice here at the top is a three-tab interface. We have when your fans are online, post types and top posts from pages you watch. First, when your fans are online, this is so helpful in understanding when you wanna post particular types of content based on when your fans are most likely to be on Facebook and engaged (2017, March 20).

The best way to examine your Facebook Insights is by exporting the information into a spreadsheet format. Once you click on the export button in Insights, you can specify what data you would like to export to the spreadsheet. How to export Insights to Excel:

Source: Tracie Fobes

Advanced Page and Mobile Features

Having multiple persons managing your Facebook Page is important since doing it yourself can be very difficult and time-consuming. Having multiple admins helps you manage comments or new content. How to add more admins to Facebook page:

Source: John Drinkwater

How to set up th messaging fature on your Facebook business page:

Source: Get Quirked!

The Facebook messaging feature is like mimicking how your email account looks where you have the ability to flag messages, mark as spam, mark as read or archive them. Facebook messenger also has the away button feature. As a business, you should utilize this feature as it lets users you have been conversing with, when to expect a message from you or why you are unable to respond to them in a timely manner. The away button feature is only active for 12 hours. How to get yur Facebook business messenger code:

Source: Keysha Bass

Having a saved reply is so useful for messenger as a business since it is an autoresponder for your messages. It eliminates the amount of time you have to spend answering the same questions.

Paul O’Byrne has provided the basic steps in order to merge two business pages on Facebook. You also must be the admin for both pages, they must have a similar name and represent the same thing.

How to use Facebook Pages Manager mobile app:

Source: Facebook Business

My Future

I must say, Facebook is a lot more work than Instagram as I underestimated it. Facebook is such a useful platform to use as a business because of the many resources it presents to you, wow. Facebook is the leading platform for business and it was very clear why as I was doing this tutorial and blog. To effectively use the features that Facebook provides will absolutely lead your business in the right the direction once you have the appropriate and good content. Personally, I do think that the depth of the features explored in this blog are for larger companies rather than startups. So for myself, if it wouldn’t be all so necessary to go in depth as a small business. What I do think is necessary for a small business is, engaging more with users (commenting/tagging) and inviting users to like your page to generate some sort of awareness. I really liked this tutorial since it broadened my knowledge that there is more to Facebook than just adding friends and doing basic promotions as a business.

See you next week as I will be blogging about Social Media Marketing: Facebook and Twitter!

 

Reference

Adams, M. (2017, March 20). Facebook for Business. Lynda. Retrieved from https://www.lynda.com/Facebook-tutorials/Facebook-Business-2016/490656-2.html