Social Media Marketing

  • Marketing to Millennial Parents: 7 Surefire Tactics

    It’s a hard pill to swallow, but we Millennials are no longer the youngest generation (thanks, Generation Z). Instead of college community service programs, trendy bars, and artisanal mayonnaise, many Millennials are finding themselves spending more time thinking about baby monitors, preschools, and nontoxic toys. That’s right: Millennials are becoming parents. In fact, 80 percent of new moms today are Millennials, according to a 2015 study by BabyCenter. which means that if you’re marketing to parents at all, you’ve got to have a strong grasp on what makes Millennials tick. So how can you grab these parents’ attention in the increasingly overloaded digital landscape? Here are 7 surefire tactics for marketing to Millennials with kids. Embrace diversity. One of the most striking features of Millennial parents is their diversity – and not just their cultural and racial diversity. Take a look at these stats from AdAge, for example: 4 out of 10 Millennial moms are single parents 67 percent of Millennial moms are multicultural 61% of births to Millennial moms are to unmarried women By 2020, 50 percent of U.S. children will be non-white While marketers have done fairly well in recent years breaking out of the WASP family model –…

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  • 12 Must-Have Social Media Skills for Every Digital Marketer

    Every digital marketer knows how to post a Facebook update, filter an Instagram photo, and tweet an image. Most digital marketers know how to use a platform’s analytics to gauge the success of their content. These things are, after all, the basics of digital marketing. But there are certain important skills that the very best digital marketers have. These pros understand that social media marketing depends on a tenuous balance between art and science. They understand the intricacies of each channel, and how to tailor a post for optimal success on Twitter versus Snapchat. They know that on every platform, there are powerful tools, functionalities, and strategies that most social media users never bother to use or even learn about. How can you become part of this exclusive club of social media ninjas? All you have to do is devote some time to honing these 12 must-have social media skills, and you’ll be well on your way. Community engagement Social media, at its core, is about making connections with followers and building a community. For a brand, that means a few different things. The first step is to post and share content that your followers find valuable. That could be…

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  • Everything You Need to Know About Digital PR

    Before there was digital PR there was…well, PR. Publicists worked with print publications, TV stations, and radio stations to gain coverage for their clients and expand their clients’ brand reach. They hosted events and press conferences, and networked with contacts in the media – a lot. In an offline world, there weren’t many other ways to get your client in front of the public’s eye. As the digital sphere has taken over, this kind of PR has come to be called traditional PR, in order to differentiate it from the more recently evolved digital PR. Traditional PR still exists, of course, and it still serves a critical purpose. However, in today’s 24-hour media environment, the necessity of digital PR cannot be overstated. So how do you incorporate this practice into your larger marketing strategy? What is digital PR? First, let’s establish one important fact. Traditional and digital PR both have the same goal: to increase visibility and boost the reputation of their clients, presenting them in a positive light. Digital PR involves doing this through online outlets, whether that’s the online incarnation of a print magazine or a popular industry blog. Since digital media includes so many different types of…

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  • Video and Social Media Marketing: Which Platform Will Boost Your Brand?

    I’m sure you’ve noticed it yourself. Given the choice between watching a quick video online, or reading a long swath of content, which would you choose? If you’re like 59% of the senior executives interviewed by Forbes Insight on the subject, you’d prefer the video. It’s no wonder, then, that video marketing is growing by leap and bounds. They say a picture is worth a thousand words – and it’s true, as the right image online draws exponentially more eyes than a simple headline ever could, no matter how carefully crafted. But according to Forrester Research, one minute of video is worth 1.8 million words. 1.8 million! That’s a pretty bold assertion, but the stats bear it out – using video in online marketing delivers a powerful ROI. Especially in the realm of social media marketing, where videos help posts rank higher in the algorithms determining who sees what in their newsfeed, as well as drawing more interest and engagement from audience members, combining the natural appeal of video with the power of social media. Online shoppers who view a video about a product are 64% more likely to buy that product from that business – and 90% of those…

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  • Dark Social: What It Is and How To Deal With It

    The Dark Ages, the dark side of the moon, fear of the dark… What do all of these references to the dark have in common? Ignorance, or the unknown. And that’s exactly what dark social is all about. Dark social refers to the ubiquitous practice of sharing content privately; that is, not sharing something openly via social media, where shares can be tracked by companies, but instead, cutting and pasting links or even whole blog posts into emails to send them to friends. This creates a dark spot for businesses and marketers trying to keep tabs on where their web traffic is coming from, and which content is encouraging engagement. And this dark spot is significant. According to a June 2016 report from RadiumOne, 82 percent of content shared on mobile is shared through dark social – via messaging apps, email, or text. That’s up from less than 50 percent in 2014. And although we’re all very familiar with Facebook’s “share” button, it turns out we don’t use it as often as we might think. Just 13 percent of content on mobile is shared via Facebook, and 10 percent on all other social networks. Worst of all, sometimes, in all…

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  • 5 Steps to Developing an Outstanding Brand Voice on Social Media

    Your social media posts say a lot about your brand. But are they saying the right thing? Because social media has become such a vital part of digital marketing, many businesses have found themselves creating hasty profiles on three or four social media platforms, and posting what they can when they can – sometimes, simply just to maintain a presence on the channel. While this is a fairly common situation, even among large enterprises with lots of resources, it’s hardly ideal. The problem is that you’re not telling a unified story. You’re not speaking with a defined, recognizable brand voice. And that means that you’re missing out on a major opportunity to connect with your customers. How do you go from having a haphazard social media presence to one that clearly identifies what your brand is all about? The key is developing your brand voice. Follow these five steps to get started. 1. Delve into your company’s culture. Your brand voice is really an expression of your company culture, so a good place to start is to spend some time defining that culture. Is your company youthful and on-trend, like PopSugar? Or is it established and traditional, like Farmers Insurance…

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  • 10 Ways to Amplify Your Brand Reach with Live Streaming

    With the entrance of Facebook into the live streaming space with Facebook Live, live streaming has suddenly become mainstream. Despite the fact that live streaming has been available for years from tools like Periscope, UStream, and Livestream, many brands weren’t taking advantage of the power of live streaming – even if they’d already fully adopted the use of video. Now that’s beginning to change. Businesses of all shapes and sizes are seeing the power of live streaming: more views, higher engagement, and most of all, higher quality engagement. Whether you’ve been live streaming for years or you’re a total newbie to the game, there are lots of ways you can amplify your brand reach using this excellent tool. 1. Just do it. With all due respect to Nike, in this case we’re not talking about running a marathon or any other feat of athleticism. Similar to adding video to your marketing strategy, the great thing about live streaming is that you’ll increase your brand reach simply by doing it – as long as you take into account certain considerations. According to Facebook numbers from earlier this year, Facebook users spend 3 times longer watching live video than pre-recorded video. This bears…

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  • The Ultimate Guide to Digital Marketing for Product-Based Businesses

    In the olden days of marketing – like, 20 years ago – designing a marketing plan for your product-based business was pretty straightforward. Mostly, you had to show how much better your product was than its competitors. That could mean running a taste test with random consumers and then telling people about it. It could mean paying a celebrity to wear your product to a major event. It could even mean just spending tons of money on commercials in which an actor looked really happy eating/using/looking at your amazing product. That is somewhat of a simplification, sure, but in general, that was the idea behind product-based marketing before the digital age. Today, things are different. Consumers are way more savvy. They can price-shop for products just like yours across the entire internet, which basically means the entire planet. They’re wary of the hard sell, and want to feel in control of the purchasing process. On the marketer’s side, the channels through which you can reach consumers have exploded. It’s not just TV, radio, and print anymore. You have mobile ads, browser ads, mobile apps, email, social media, live chat, text alerts…you get the idea. When you add in the fact…

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  • 5 Awesome Digital Marketing Strategies for Niche Businesses

    While the internet has changed marketing for businesses of every shape and size, perhaps one of the most transformed over the past couple of decades has been the niche business. Pre-internet, niche businesses had to have products or services that would appeal to enough people to support the cost of advertising – which meant that many potential niche products never saw the light of day. Today, the situation is different. Niche products still have to make enough money to support their advertising costs, like any other business, but those costs have gotten so much lower, and ad reach so much wider, that the niche product and service market has boomed. Just think about some of the niche products or services you’ve come across in the past few years. Print-on-demand T-shirts. Super-exclusive (and expensive) matchmaking services. Every subscription box service out there, from Blue Apron (meals and recipes) to Birchbox (beauty products). The reality now is that if you want to create a line of handmade journals targeting 28-35 year old mothers of gifted kids in Laguna Beach, California, you can do it – and with the right digital marketing strategy, you can probably even become profitable. If this sounds like…

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  • 6 Critical Questions to Ask Before Hiring a Digital Marketing Agency

    A strong business relationship, like a strong marriage, requires a lot of give and take. Your agency needs to have the knowledge, expertise, and moxie to give you the strong digital presence that businesses need to succeed. They have to stay on top of the latest developments in digital marketing, and be ready to try new strategies when the old ones don’t work. As a client, you need to communicate your needs openly and clearly. You need to be responsive with feedback. You have to trust your agency enough to let them seek out opportunities to build your brand, and when they do, be able to let them know what you think. Of course, just as in marriage, there’s also an undefinable element that can make a business relationship not just good, but great. It’s a sense of fit, of “clicking” – of knowing that you and your agency won’t have trouble staying on the same page. This isn’t something you can find out from an agency website. When you’re thinking of hiring a digital marketing agency, you’ve got to start by asking them the right questions. In addition to asking about things like their client base, history of success,…

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  • Winning the Hashtag Wars: How to Use Hashtags to Increase Your Reach and Strengthen Your Brand

    Hashtags can have a huge effect on your content and, therefore, your brand. How can you use them strategically to strengthen that brand and increase..

  • 51 Online Marketing Tactics That Get Results

    Here’s the thing, you guys. Every business is different, and the internet marketing strategies that work for one company may not suit the goals of another, and vice versa. (That’s why it can be a real plus to have an experienced online marketing agency on your side, like, say, for example… Marketing Zen!) So, to help out as many businesses as we can in one fell swoop, we’ve compiled this huge, humongous, gigantic list of 51 different online marketing tactics, so that you can wade through them all and pick and choose which ones would do the most good in your particular situation. Again, not every tip will work in every situation, so choose wisely. Take your company’s internet marketing resources into consideration when planning your online marketing activities, so you are only taking on as much as you can reasonably handle. And keep your business goals in plain sight the whole time, so that each and every tactic you implement will be in their service. So without any further ado, and in no particular order, here is our list of 51 online marketing tactics that get results. 1. Write a blog. Having fresh content on your business website is…

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