How to Create a Weekly Posting Calendar that Converts

How to Create a Weekly Posting Calendar that Converts

How to Create a Weekly Posting Calendar that Converts

3 Easy Steps to Create a Weekly Posting Calendar that Converts

Maintaining a corporate social media profile requires strategy and planning. People are creatures of habit and react best to things they can anticipate. Even though the age of TV series and radio broadcasts is almost gone, following a consistent posting calendar, both regarding themes and hours can be the key to long-term growth. It makes your fans anticipate and be curious about what you have to say next. Be sure not to let them down or waiting.

Let’s review the steps you need to take to have a clear brand voice and never be out of inspiration. The best blogs, pages, and podcasts seem effortless but are built with clock-wise precision.

Think Strategically

Although most companies maintain social media profiles only for awareness, you can think more specific. Attach financial goals to your posting, especially sponsored ones. Treat social media posting with the same respect as general business strategy and define yearly, quarterly, monthly and weekly goals. Try to pinpoint areas such as the themes to cover, the number of followers to acquire or sales.

Research your audience and find out the relationship between demographics and the preferred content. Try to identify best posting time regarding weekdays and hours.  Save the best material for these times.

Define the (Seven) Wonders of Your World

Not all companies need to post daily, but to be consistent, it is helpful to define a theme for each day of the week. Try to avoid general topics like the Monday dread and #TGIF, rather be specific to your industry and audience. You can have “Tips and Tricks Tuesday”, “Delicious Wednesdays” or “Mommy’s Saturday Treat”.

Merge this personal blueprint with international and local holidays to capture more diversity in your posts. Also, practice consistency. For example, if you have a weekly funny posting every Friday, don’t come up with sad or disturbing industry news. Make few exceptions for major events.

Exercise Attention-Grabbing

Build your calendar like a cake. The strategy is the cake dough, the daily themes are the cream, and the content is the frosting. You should aim to make this as enjoyable, eye-grabbing and fun as possible.

Industry leaders advise to write over 20 titles for each post and pick the best one. There are even headline analyzers to help you choose the best one. This exercise will make you more creative and attentive to nuances.   

Do you already know what types of posts does your audience like? Would you be curious how a specialist can help you define your unique calendar? Why not drop us a line about your social media struggles?

How to Identify a Real Instagram Influencer

How to Identify a Real Instagram Influencer

How to Identify a Real Instagram Influencer

How to Identify a Real Instagram Influencer

The notion of social media influencer is either embraced or bashed by marketing professionals. In an age where user-generated content is about to replace traditional advertising, influencer collaborations were able to attract over $ 1 billion in 2017.  The real problem is to identify those accounts which are genuine, have loyal followers, and the ability to generate ROI.

The Plague of the Fake Instagram Influencer

In 2017 a marketing agency created an experiment with two fake Instagram accounts. The goal was to get paid advertising contracts for these fictive influencers who only had purchased followers and comments. The real aim was to show how vulnerable are the platforms to false content. While calibeachgirl30 featured photos of the same model girl, wanderingggirl‘s profile contained only stock photos. They secured contracts with apparel and beverage companies.

So, as a marketer, what are the signs you should pay attention when choosing an influencer to act as your brand ambassador?

Hashtag Hunting

The recent changes in Instagram allow you to follow hashtags much in the same way you followed accounts. By consistent scouting of top posts for your range of interests, you can identify those accounts that are consistently having excellent results. Make a list of the top 20-50 potential influencers that you would like to reach out to. Use the next step to narrow down the selection.

Show Me the Numbers

A marketer is a strategist, and you should act by looking at business indicators, not tempting pictures. Disregard the visual coordination and harmony and go behind the scenes, since you should always choose quality over quantity. The total number of followers does not tell the whole story. You should dig deeper and ask for additional information and look at some industry-specific ratios.

  1.     Follower growth.

Some tools give a sneak preview of the backstage. The aim is to see a steady, linear growth of followers. Any sudden spikes could be an indicator of purchased followers. Only an occasional spike could signal viral content, but those are rare.

  1.     Engagement ratio

Industry standards define 5% as an average for likes/comments, while a rate towards 10% is extraordinary. Another study shows that once an account is over 10K it has a hard time sustaining a high engagement rate, even if it is a real Instagram influencer.

  1.     Video views

Fake accounts and bots don’t bother to watch videos. A clear indicator of the genuine people who engage with a page is the number of video views. It should be around the same value as the previous rate.

Remember these rules when choosing an Instagram influencer. If you have a hard time finding the right one for your brand’s voice, don’t be afraid to reach out for help.

Is E-Mail Marketing Still Alive?

Is E-Mail Marketing Still Alive?

Is E-Mail Marketing Still Alive?

Is E-Mail Marketing Still Alive?

Do you know that annoying pop-up that asks for your e-mail just seconds after you’ve opened a site? If it is not working why is everybody still stubborn to have it? Why does every business still work hard to build an an-email list if spam filters are getting stronger and people are more likely to open junk mail arriving by snail mail?

In fact, statistics show that e-mail marketing is alive and well, delivering a staggering 4400% ROI, which is way more than social media channels combined can offer at this moment.

Didn’t Social Media Kill the E-mail Marketing?

Social media is fun, engaging and creates a buzz, but it can’t be personal like an e-mail. Even with the best targeting, it can’t say “hello, Susan” like the greeting of an e-mail. This personalization drives action because people feel responsible. At most, social media influences the design of the e-mail by making it more visual.

Also, social media communication learned a lot from the digital workhorse. The tweet can be regarded as a great subject line. So, in fact, while Facebook and Instagram are the cool kids attracting all the news, e-mail is the working parent bringing home the bacon.  

Subject Lines Matter

The essential component of e-mail marketing is undoubtedly the subject line. What grabs your attention from the vast pile of advertising you get each day? A great line packs at least some of the following items: personalization (name), relevance, urgency, and making you curious. Keep in mind that you need to make it short and punchy.

In fact, there are automatic tools to help you evaluate your subject line. Most of these will teach you how to improve your scores by analyzing the words you use.

Black Friday Every Day

A pair of special events which shows the marketing potential of e-mail are Black Friday and Cyber Monday. Since shoppers anticipate the huge sales and deals for these occasions, they actually look forward to the e-mail announcing them and are more likely to open these and buy.

As a marketer, you want to replicate this behavior as often as possible, even daily. To do so, extend the strategies discussed in the subject line and the spirit of Black Friday. Make your clients look forward to your communication by including promotions and excellent deals for a limited time.

Do you have an e-mail list? If you need help in building one and crafting the right communication, don’t hesitate to contact us.

The Top 10 Skills of a Marketer in 2018

The Top 10 Skills of a Marketer in 2018

The Top 10 Skills of a Marketer in 2018

The Top 10 Skills of a Marketer in 2018

Marketing professionals are going through a transformation of the skills required to have. Creativity, soft skills, and design are still important, but taking a backseat compared to data analytics, strategy, digital channels management and SEO. Here is a list of the top 10 skills of a marketer in 2018.

Project management

Every marketing campaign is a standalone project which requires diligent distribution of budget and resources. Tracking success and preventing delays is essential to growing a brand.

Emotional intelligence

Marketing is all about creating a human connection. Interpersonal and soft skills are in high demand for most jobs. Therefore, as a professional persuader, you need to be able to resonate with your audience and communicate with them.

Storytelling

Aggressive and logical advertising don’t have much success these days. Excellent marketers are able to create stories and involve the public in the brand’s narrative. As a result, they combine different techniques, including audio, video, and graphics to appeal to the audience.

Design thinking

New-age marketers are not afraid to experiment, to prototype and test ideas. They create innovation by playing with the unrelated concept and asking the public what they want instead of assuming. Always focus on solutions, not problems.

Visual language

With decreasing attention spans, marketers are competing for a very limited resource, and we don’t mean money. The solution to this is engaging, if not shocking, visuals. Stock images are not enough anymore, you need imagination and the element of surprise.

Networking and influencers

As a marketer, you are more of a facilitator between your brand and people who can get it in front of your desired audience. You need to be able to get in touch with social media influencers, celebrities, and distributors.

Data visualization

Successful marketers rely on digital dashboards for quick decision making. They are comfortable with trusting reports and know how to drill down into data to get insights.

SEO/SEM/SMM

The challenge is to be able to think for humans and machines simultaneously. You don’t only need informative content, that is easy to read an engaging, you need content that crawl bots can index. Great marketers know how to leverage the power of paid advertising.

Omnichannel communication

Prospects switch seamlessly between channels and devices and marketers should be able to do the same. The same message should be adapted to fit into the constraints of different platforms and seem native to those environments.

Analytical skills

Marketing is becoming a data-driven domain. Excellent professionals should be able to gather, visualize and interpret big data to create marketing strategies.

How many of these skills do you feel confident about? Are you ready to upgrade yourself and your team or do you think you need the help of professionals?

Do I need a Social Media Manager?

Do I need a Social Media Manager?

Do I need a Social Media Manager?

Do I need a Social Media Manager?

  • How frequently do you post on social media platforms?
  • Do you reply promptly to messages on social media?
  • What techniques are you using to grow your social media following?
  • What tools do you use to analyze social media and new trends?
  • How do you utilize social media platforms as customer relationship management tools?

Do these questions overwhelm you? If you are feeling lost and curious about the answers, continue reading.

Most business owners have an understanding that social media is necessary for marketing their business and products. They have set up a few social media accounts probably on Facebook, Twitter, and Instagram. However, they do not understand the benefits of having a vibrant social media presence being managed by a professional. It is a CRIME for any small business owner to ignore the impact of social media on their business growth strategy.

Look at these stats:

  •    Social media accounts for more than 43% of traffic to websites.
  •    67% of customers use social media platforms for customer service
  •    66% of customers who received terrible customer service by a company in social media were reported to stop doing business with the company.
  •    56% of customers’ purchasing decisions are influenced by Social media.

Here’s Why You Need A Social Media Manager (SMM)

Content Creation: An SMM comes up with content for each social media platform. They also come up with a strategy that involves the frequency of posting on them.

Market Analysis: An SMM has the skills to conduct market analysis to establish information that will direct them to a unique strategy.

Monitoring New Trends: What are the new trends that the company can leverage on?

Customer Service Representative: They engage their followers and answer all their questions promptly to promote a positive image of the company.

Community Manager: The SMM is responsible for growing the platforms. This increases the potential customer base.

Generating Leads: Most of the traffic to a website is generated by social media. The SMM should be knowledgeable of marketing funnels.

Relationship Cultivation: To increase the conversion rate and return on Investment, they must also cultivate the relationship with their followers.

What to consider before hiring a social media manager

  1.    Full time Versus Contract

You can decide to hire a full-time SMM who will  solely in charge of social media. A full-time employee can learn the company’s mission, vision, and values within a short period. They can efficiently communicate with other staff members. However, note, their time might cost you more and you also have to deal with payroll. Hiring a social media agency or a freelancer on a contract might be cheaper. There are specialized SMM freelancers who are experts and can help your business stand out.

  1.    Budget

What is your budget allocation? You can get cheap SMM freelancers. However, the quality of their work might not be as good as getting a professional who is experienced and can deliver value.

If your competitors have been consistently ahead of you, then getting a social media manager might help you to take the lead. In case you have managed to be ahead without a professional SMM, imagine what you can do with one.

Join us For the Entrepreneurs Guide to Facebook

Join us For the Entrepreneurs Guide to Facebook

Entrepreneurs Guide to Facebook

FREE Workshop! Entrepreneurs Guide to Facebook  

Upcoming Class Dates/Times

May 9, 2018 @ 9am

MB Branding Solutions – Annapolis Office
1997 Annapolis Exchange Parkway, Suite 300
Annapolis, MD 21401

May 22, 2018 @ 9am

MB Branding Solutions – Annapolis Office
1997 Annapolis Exchange Parkway, Suite 300
Annapolis, MD 21401

June 7, 2018 @ 9am

MB Branding Solutions – Annapolis Office
1997 Annapolis Exchange Parkway, Suite 300
Annapolis, MD 21401

This course helps you understand the proper way to engage people using the social media platform: Facebook. Marketing consultant Martiel Beatty from MB Branding Solutions, LLC will teach about when to post, how to schedule posts, what makes a great post (and what does not), boosting (when it’s a good idea), proper use of groups, pages, and knowing what to share and maybe most importantly, when the right time is to share. You’ll come away with an understanding of how to use Facebook as a tool to market your business without being salesy or pushy.

 

Objectives:

  • You’ll learn how to create compelling content to market your business on Facebook
  • You’ll learn how to choose images that will resonate with your audience
  • You’ll learn when and where to publish for YOUR audience.

Also Included:

  • Each business that attends will get a free strategy session from MB Branding Solutions. You’ll get to sit down with Martiel and her team of experts to discuss your strategy, get tips, ask questions and get help making your social media marketing better in 2018!
  • Anything is on the table, bring your concerns and MB Branding Solutions will help you discover the answers. Seriously, this is a free strategy session with Martiel and her team – you don’t want to miss out on this incredible opportunity to get the information you need at no additional Charge!

Additional Notes:

  • The free strategy session is available to any business that attends a class with us. ONLY ONE per business per year. For questions or concerns, please contact Martiel Beatty at MB Branding Solutions at martiel@martielbeatty.com or by phone at 703.850.1804
  • Each business that attends will also get all the handouts that go with this course plus a copy of the presentation.