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680 million of Facebook’s 1.06 billion active monthly users access the social site via their mobile phones. Instagram – the photo-sharing app taking consumers and brands by storm – has 100 million users, who collectively have shared some 4 billion photos. Pinterest is still growing and has logged 25 million users. And today Twitter boasts 500 million users. Couple statistics like these with the fact that 60% of TV viewers are taking advantage of a second screen, and it’s safe to say that traditional marketing routines need a dusting off. And there’s no better time than spring to do just that! My Vertical Marketing Network associates and I spend a lot of time assessing what social marketing programs work best for the brands we handle. And while we all agree that the primary role we play – to build brand trust and consumer passion – has not changed, the tools we use to do so have. Gone are the days when coupons and in-store promotions were enough. Although both are still effective, today’s marketers know they need to be coupled with an online presence – preferably one that’s both social and mobile, since that’s where the power of the second screen comes into play.
Below are 3 easy steps to help you cut the fat and maximize your routines now:
1. Consider Your Content – We all think about demographics, but in this age of over-sharing, do we always consider whether we are using the best tool to reach our target audience. For example, while Facebook is great for engaging consumers in conversation, and Twitter can be used to respond to consumer questions and concerns in real-time, a brand’s content on both platforms need not be identical. Instead, smartly consider your content and the best platform on which to share it. Got a creative promotion you want to share? Facebook. Can’t stop talking about an article from Entertainment Weekly? Facebook and Twitter. Want to share some pics of your latest charity event? Instagram. You get the idea… Remember you are but one of many names in those scrolling feeds. Make yourself one consumers want to stop for.
2. Beware the Over Share – Nothing screams a lack of productivity like a never-ending newsfeed. Sure, lots of brands pay people to be tied to their social accounts 24/7, but that doesn’t mean you have to post every hour. Make your presence relevant, and consumers will come to trust you for your instincts as well as your leadership.
3. Know When to Say When – In other words, if something is not working for you and your brand, don’t use it. There’s no sense in spending valuable time and energy in a space that doesn’t fit your brand or industry. Consumers will sense the incongruity, and it could be a turn off. Instead, focus on practices that work.