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Archive for Marketing

Making the Most of the Festive Season

Making the Most of the Festive Season
Your company’s office may be decorated with the tallest Christmas tree and brightest baubles, but your brand will gain nothing from beautiful décor in the working environment. It’s time to get digital and turn your spirit for the festive season to your social media.

The Christmas season is one of the busiest times for businesses, and consequently for social media. Therefore, it’s difficult to get your brand noticed during the festive season, but with the right content, campaigns and strategy a business can optimise their social media to get the most out of the jovial period.

Change Your Logos

Editing your Facebook profile and cover photo to include a festive aspect, such as snowy graphics or your logo with a Santa's hat on, shows you’re current and makes your page friendly and inviting. Research showed that people thought residents with Christmas decorations up were more approachable and welcoming than those who didn’t. The same applies with your social media - it draws attention to your page and lets your audience know your active and the page is up-to-date.

Festive Campaigns

Christmas is a time when everyone is searching on the Internet, looking for products, services and gifts. If your company is releasing a new product for the festive season, tweets and posts that tease consumers of your new release will keep people engaged, until you finally begin to sell it. On Twitter and Instagram, engage with popular Christmas hashtags or create a festive hashtag of your own that followers can interact with.

Also, if your company is running any charity events or Christmas-themed activities it would be fantastic to post about these too. It'll make your company appear more personal and human and give your audience a chance to see your business behind the posts and photos.

Seasonal Strategy

Create a strategy and plan your posts and content ahead. Create a calendar to schedule content around your campaign with the question ‘How can my service or product benefit people at Christmas?’ always in mind. Think how your business will improve someone’s life, especially around the Christmas period. If you can’t think of a reason, this is when deals and offers could come in handy. Promotions such as free next day delivery or 50% off would help a lot of customers struggling with the economic issues and work stress induced by the festive period. Remember to always have your audience in mind. For example, followers of restaurants could benefit from vouchers with deals to get them through the door, whereas commercial businesses such as online clothing stores would gain advantage over their competition with discount codes and promotions that reduce the price of products and speed up delivery time.

Christmas Content Marketing

If your business has blog content, it is important that this too is centred around the festivities or at least partly related to Christmas. Content marketing is a great way to stand out from the competition, with articles that can be engaged with and shared amongst social media. For instance, restaurants and online grocery shops could share Christmas recipes that include their own products. However, competition grows around the season and it is important to stand out among the digital crowd. It is no good writing an article that has been written a thousand times before. Find out what is being searched, but focus on a more specific title and subject. For example, ‘Recipes for Christmas Food’ could become ‘Recipes for Vegan Christmas Food’, which would narrow down the search for a consumer and give your article and website a higher chance at being seen on Google. Tags in the article should include ‘Christmas’ and festive keywords that relate to your business and USP.

Email Marketing

Email marketing campaigns are an important way for your current audience to learn about the deals and promotions your business is carrying out around Christmas. You can send email campaigns that include gift cards, discount codes and vouchers that customers can use to purchase your products.

Adding festive season sparkle to your brand can benefit your social media immensely. Tis' the season to engage, interact and spread the Christmas cheer...digitally.

Changing Your Online Voice for the New Generation

Online Voice For A New Generation
The modern social era brings more and more problems for people wanting to advertise their products and services online. Although, apps and social media sites are adding more to their advertising and promoting tools, many are hindered by other aspects that block people from seeing the brand. People tend to forget that they're talking to unique, different people through social media and with so many competitors it is vital to get your online voice right for the new generation.

Therefore, for people to see your posts, it is important to change up your features and aim your content at an individual, rather than a larger group. Even traditional advertisers such as The New York Times have shifted away from their in-your-face, generic style of ad banners and started looking at a more modern way to gain interest in their company.

Modern Day Problems

One problem of contemporary social media is a person’s ability to choose what they want to see – if an advertisement is annoying, an individual can simply remove it from their social media and block any future posts. For instance, if a person sees the same option of a similar product to click on numerous times as they scroll, they are more likely to be infuriated, than interested. Consequently, information is always in demand and often outdated within a few days. If an online presence isn't aimed at anyone in particular, people are likely to skip any content a brand posts.

Pick an Individual, Not a Group

Advertisers must remember to think about the user first. Advertisements have long been based on a model that targets everyone, but not everyone is always interested in your product or services. It’s better to market to an individual than a large group of people, as it cuts out parts of the public that would bypass the advert on Facebook.

People are only interested in entertainment and information that they find personally hilarious or exciting. Users have access to things they enjoy at the touch of their finger, so it’s about marketing to those who will specifically click on the link.

When advertising, think about what will improve your target audience’s life and how the product will benefit them. It’s no good being really enthusiastic about your service if you’re unsure of how it will help someone else. Consequently, if you have a new product and already an audience, aim the content of posts at them. It is vital to understand your target as your campaigns and themes will mould with your followers and listeners.

Content for a New Era

It’s best to think how your audience would think – identify topics that would be engaging and posts that specific consumers would find humorous.

It is significant to hone in on aspects of your online voice, such as tone and linguistic style, to get it right and defined. A person is much more likely to click on a link or explore a page that seems like it was made just for them. For example, for a women’s online clothing website, they may use terms as ‘Hey Bae’, which is terminology that will eliminate an older generation and target a smaller group of followers that their clothes are designed for. This saves time and effort on all those advertisements and posts being glanced over, as it’s a contemporary, direct and young women will know that the clothes are aimed at individuals their age. A great way to see it is that you're pitching to someone sitting in bed in their pyjamas - how would you speak to someone in this manner?

Refining your online voice for an individual will benefit your posting and advertising as it is will make content far more consistent, concise and accessible to your specific target audience and bring your brand into the modern era.

50 Ways To Be Better & Generate Demand On Instagram

Generate demand on Instagram Marketing
If you want to generate demand on Instagram, first you have to acknowledge the need to be better. We've put together fifty ways you can begin to do just that.

Instagram now sees over 400 million active users, daily. So whether you like it or not, this isn’t a social network to be sniffed at. Any marketing channel with numbers that substantial deserves to be given some serious thought. If you’ve spent the last few years shouting about the fact that your brand or organisation is too niche or unorthodox to be on Instagram then maybe it’s time for a rethink.

As with anything, to generate demand on Instagram you are going to have to put the work in. Most of us are well aware of when we need to be better at something. In fact, “just be better Mark” is one of the most common criticisms that I hear. The problem with being better at something is it takes three steps, each requiring more investment than the last:

  1. Acknowledging that you need to be better: This can sometimes be difficult, but if people tell you that you need to as much as they do me, eventually it will sink in.
  2. Finding out how to be better: After acceptance comes seeking help. If you want to generate demand on Instagram that’s where this article comes in.
  3. Actually doing the things that will make you be better: Finally, the most frustrating step in the road towards being better is doing those things that you learnt about that will make you be better. In the case of Instagram, this means that you are going to have to actually use it - well.
Using Instagram correctly

Before we continue, we should probably confirm what Instagram is and isn’t. Where businesses are concerned, Instagram is a community building and demand generation tool, not a sales tool. If you overuse the word sales when referring to it, you are setting yourself up to fail. What you need to be selling is the lifestyle associated with your brand or products. You can't sell direct from Instagram, but you can generate demand on Instagram

I am going to go out on a whim in speculating here that there is more than one reason why Instagram still haven’t given us the option to embed links into normal posts yet. Reason one, (the most obvious) is that they want you to pay for their advertising. But reason two is likely that they want to retain their original sense of authenticity as a community, and not allow it to become a network full of overzealous businesses constantly shouting about how great they are.

While they have specific brand accounts now, there is still a significant feeling of consistency across the board. You need to be building demand, making people want in, building a community of people who love your stuff, encouraging organic advocacy through word of mouth and shares/user generated content.

How to generate demand on Instagram

Once you’ve decided that you want to generate demand on Instagram, get to studying the below. Almost like an Instagram marketing cheat sheet for businesses who want to be better, what follows is fifty of our top tips for generating demand and generally being better on IG.

  1. Write a bossing bio: You Instagram bio needs to be short, succinct, and describe who you are, what you do and why you do it. Use the rule of three and be human.
  2. Brand your page: Your Instagram page should live and breathe your brand. Be sure your profile picture and bio reflects your brand in colours, imagery and style.
  3. Brand your feed: Further to your page, all of your feed should have the feel of your brand, reflecting the feel and themes through colours and content.
  4. Work on your branding: If you can’t get the last two, it’s probably time to step back and take a look at your branding. Remember, it’s more than a logo, it’s about personality and how you are perceived.
  5. Ensure a mobile-optimised link in bio: It should be clear where your link-in-bio goes to, but alongside that, be sure that this page is optimised for mobile otherwise this reflects poorly on your brand.
  6. Emoji for effect: There’s nothing wrong with a good emoji - so long as it’s the right emoji! Don’t overuse them, they should be engaged only when they make sense and compliment your post.
  7. Post a variety of content: Variety is the aim of the game. Be sure to start building up different styles of content - post people, place, things and thoughts, not just one!
  8. Create a posting strategy: Having a posting strategy will make it far, far easier for you to have a rich and varied Instagram feed without having to think about what you are going to post each day.
  9. Post more real people: Instagram is for people! Don’t just post your products, be sure to post people engaging with and advocating your products. Generate demand on Instagram by making people want to be those people.
  10. Mention those real people: A simple way to expand your Instagram reach is by mentioning the people within your Instagram posts.
  11. Connect with locals: Connect with local businesses and give your local brand a footprint by using geo-tags and always adding location information.
  12. Create a custom hashtag: A custom hashtag is a great way to solidify one specific campaign or aspect of your brand. Be individual and on-brand.
  13. Promote your custom hashtag: There’s no use in having a custom hashtag if nobody uses it! Be sure to promote yours through posts and in-store.
  14. Use Instagram Stories: Instagram Stories are a great way to expand the variety of content on your Instagram feed and build demand for your brand lifestyle. Add to it regularly.
  15. Vary your Stories content: If you want to get more views on Instagram Stories, create better graphics, do better video, create fun Boomerangs - continually vary your content!
  16. Start going Live: Live streaming isn’t the past, it’s the present and the future. Live video adds a sense of exclusivity to your brand and makes your community even more committed to you.
  17. Promote your Live Instagram content: Obviously there isn’t much use in broadcasting if nobody knows you are going to be doing so…
  18. Utilise brand listening: Search for mentions of your brand, hashtags and products to see who is talking about you - and what they are saying.
  19. Repost mentions: User-generated content is the one. When you discover good-quality posts by advocates, respond by reposting them.
  20. Post behind the scenes content: Behind the scenes content fosters a sense of exclusivity for your brand and encourages more likes as users want in. New product teasers are a great way to generate demand on Instagram.
  21. Tag other brands: Using products or collaborating with other brands? Be sure to tag them in your posts to expand your reach.
  22. Engage with potential customers: Once you identify potential customers, like and comment on their posts to get your brand on their radar.
  23. Try active following: Active following is simply following a bunch of (relevant) users, unfollowing those who don’t follow back, and repeating the process to build your audience.
  24. Use better hashtags: A killer hashtag strategy is integral to a great Instagram marketing strategy. Be sure to search for the best and most relevant ones for your industry.
  25. Use the hashtag dots properly: Be sure to write all of your hashtags on a note with five vertical dots (not full stops) above. This will collapse your hashtag comment and make your post visually pleasing.
  26. Create community exclusive offers: If you want to foster a sense of community and exclusivity, post exclusive offers as content that only your Instagram community have access to. This is a great way to generate demand on Instagram.
  27. Show posts in-shop for offers: If you want to keep a handle on how successful these exclusive offer posts are, make it so that they have to specifically show you the post to benefit.
  28. Create user-generated competitions: A good way to get more users posting about your products and brand is to make competitions that require you to post a picture to enter.
  29. Stockpile and repost user-generated content: When you find user-generated content, make a note or stockpile it and add it to your posting strategy, ensuring you note the user when you do so.
  30. Try sounding human: Instagram was made for humans, by humans. It makes sense that to be successful your brand needs to sound human. Human.
  31. Become a microcopy boss: If you want people to read, understand, and love your posts, learn how to write microcopy like a boss.
  32. Try long-form text: Posts don’t always have to be about the image. Sometimes a simple picture accompanied by long-form text - e.g. a recipe or poem - can be hugely beneficial.
  33. Learn basic photography: Obviously on an image sharing platform like Instagram, pictures really do matter. So it’s definitely worth getting better at photography!
  34. Practice photo editing: Edited Instagram photos generally perform better than their unedited counterparts. Learn how to edit better.
  35. Create a profile for a product launch: If you are launching a new product, it can sometimes be worth making a separate profile for that product specifically. Then follow the next steps..
  36. Promote that profile through mentions on posts: Post about your new product, mentioning the product in the text, e.g. “Get yours @BuyNewProduct.” Finally...
  37. Use link-in-bio to purchase that product: When the user reaches that new profile, create a nice profile with a link-in-bio that goes direct to a buy now page.
  38. Reach out to influencers: Influencer marketing is a great way to build you brand notoriety. Find who the biggest players in your industry are and reach out to them.
  39. Respond to all comments: It’s not just about posting - to make a user an advocate you need to be responsive! Respond to all comments well, with wit and in good time.
  40. Promote your Instagram account across other networks: Be sure your Instagram page is promoted across your other networks, for example your website, Facebook and Twitter.
  41. Work on your schedule: Continually refine your posting schedule so that variety becomes your brand’s middle name.
  42. Never over-post: Be sure that you aren’t bombarding users with messages and turning them off. It’s important to strike a balance to ensure you aren’t over-posting.
  43. Post at peak times: Want to get more likes and engagement? Peak times for posting are cited to be Fridays, Saturdays and Sundays, and weekdays at 5pm. Allegedly. This is always subject to change.
  44. Trial posting at different times: It’s much better practice to engage in A/B testing and trial posting a different times throughout the day to see what works for you.
  45. Add location info to posts: Location info will expand the reach of your post and make sure that people know where you are and what you’re up too, always.
  46. Get consistency for your images: If you want to maintain your brand look and feel, create your own image style right down to common colour palettes and filters/edits.
  47. Search keywords for prospects: Take advantage of Instagram’s search function to find new prospects for your business. Search for keywords and hashtags related to your business.
  48. Engage with your competitors audience: There’s nothing wrong with engaging with your competitors audience and making them aware of your brand.
  49. Understand your top posts: Always look at your insights to see which of your posts are doing the best. This will help you better understand what your audience like to see the most.
  50. Always observe, always refine: Finally, the most important thing is to endeavour to observe where likes are coming from, what works for you, where you audience is growing, and continually refine your strategy for the best possible results.

How to Optimise Content for Social Media Distribution

optimise content for social media

If you want to see the greatest amount of interaction and engagement on your posts through social media, you need to be sure you optimise content for distribution on those networks.

You can have written the most meticulously researched, expertly analysed article imaginable that is destined to change perceptions within your industry - but if you haven't spent a good amount of time (more time than spent writing, even) on distributing and promoting it, then don’t expect a huge ROI any time soon. Or ever.

The most successful content marketers aren’t always the best writers. They are the ones who understand the social media landscape. There are many reasons social networks are the ultimate content distribution platform. To start with, they offer the ability to easily integrate and share content. They also have the power to target a specific sub-section of users. This all maximises the possibility for widespread engagement, resulting in an insurmountable reach.

Why you need to optimise content for distribution

While the vast majority of marketers have a good grasp of the positives, not all of them are using social media to its full potential. The ones who are are the ones who optimise content properly for distribution.

Look at it this way. You may have pinpointed the correct network and the exact time of the day to post for the highest rate of clicks, but if you haven't properly optimised your headline, image or message to provoke a response from the widest variety of users, you can't realistic expect those clicks. Here is some of our best advice for optimising your content for social media distribution.

Get serious about your headlines

Writing a better title or headline for your content will not only work wonders for content distribution, it could also have a far better long-game impact on your SEO. Great content writers can spend hours meditating on the best headline structure as it is just as, if not more, important than the article itself.

No serious marketer ever wants to advocate clickbait, but it’s undeniable just how well a title that develops intrigue and hype at first glance can fare on the internet. If headlines aren’t your strong point or you’re looking for something to help direct you, we recommend CoSchedule’s Headline Analyzer tool.

Remember, there is absolutely nothing stopping you from tailoring your original headline for each particular network. Distribution should be ongoing - it’s not a one post thing - so you can afford to A/B test different headlines and get a better feel for what sentiments, structures and power words get the best reaction with each audience.

Put more thought into your graphics

There’s little point in explaining the importance of visual content on social media; anybody who uses it will already understand. Content writers are also fully aware of how it can be useful to utilise graphics and other types of content (embedded posts, videos, etc.,) within the body of an article to reduce bounce rate. But crafting posts that get the most engagement goes beyond adding a generic blog title graphic.

Consider how you can merge your headline and your graphic to instil the most amount of intrigue and encourage the biggest response. In order to utilise networks such as Instagram, you can also create bespoke graphics making use of figures and specific specks of information from your article, and include the URL in your page header.

Get your colleagues involved in distribution

Humans trust other humans’ judgement more than they do that of a brand. Content distribution isn’t just about what you post as your business or organisation, it’s also about getting your colleagues and advocates involved too.

This is particularly important on professional networks such as LinkedIn. To make this a more attractive thing, figure out ways to integrate the comments and expert opinions of employees within your content. This will give them a sense of ownership and encourage their advocacy, while also having the positive effect of giving a heightened professionalism to your article.

Social Media For Startups: Three Steps to Success

Social media for startups

Social media for startups is essential. Used correctly, it can help shape your brand, create lasting relationships with consumers and reach out to potential employees.

Digital marketing budgets are now at an all time high, a result of a nation obsessed with social networking, online shopping and digital media. The nature of social means that you are able to benefit from instant feedback during the preliminary stages of your launch. Harnessing this potential is invaluable to positive evolution and cementing confidence in your brand.

So why social media for startups? Well, when you put them on paper, the benefits are obvious. Social networks offer an easy, direct passage to your audience. Targeted ads mean that you can put your brand message in front of those people (who could potentially become advocates) while it is still new and innovative.

Relative to other aspects of a digital marketing strategy, social media for startups also requires less investment in order to be optimised. Social networks offer just the right amount of customisation for your brand; not so much that you require an adept coder to look professional, and yet not so much as to restrict you to a white-label account.

To make it easier to tap into social media for startups, we’ve put together three simple steps that can make all the difference:

1. Create your strategy before your profile

Before you get going, you need to know what you want to achieve. This means creating your social media strategy before you even get round to creating your profile[s]. In order to achieve your goals, every little piece of content you include will need to stem from your strategy - and the best way to know that you have done this is to have it at the forefront of your mind before you get building. Define your goals; your primary and secondary objectives could be any combination of the following:

  • Build brand awareness
    All startups will, whether intentionally or not, be using their social to build awareness of their new business.
  • Distribution of content
    If engaging, unique and niche specific content is an integral aspect of your startup venture, you should be using social as a primary method of preliminary distribution, driving potential consumers to your website.
  • Increase web traffic
    This will stem from your content, and ultimately rely on how well you have disseminated your brand identity into your posts.
  • Locate and acquire potential customers
    The ultimate goal for most startup strategies is to locate and acquire potential customers - but to do so you must first understand which steps you will need to take to get there.

Knowing your objectives will also help define the tonality, feel and frequency of your posts, and also the variety of audience you reach out to. These things also have roots in your brand identity. Defining your objectives will allow you to reach your goals.

2. Choose your channels wisely and listen to your audience

Not all social networks will be suitable for your objectives. Consider where the majority of your audience will be hiding. While there may be billions of users on one network, this amounts to nothing if they are not the right sort of customer for your business.

Social media can be utilised just as well as a customer service tool - a priceless aspect of building a business. Use your channels to listen to your customers and see what they have to say. You essentially have yourself a focus group of potential consumers!

3. Experiment and be willing to evolve

Take advantage of these early stages of your business and allow yourself to experiment with different content styles and engagement techniques and see what works for you! Always be willing to evolve as you discover more about your industry.

Throughout the process of building social media for any startup venture, be sure to evaluate often and comprehensively. If you follow these simple tips, you are sure to be on track to getting your startup noticed - and that could happen a lot quicker than you first expect!

Simple Social Media Post Structures for Constant Growth

Social media post structures

Building an awesome and original repertoire of social media post structures is a great way to cement your social strategy for constant and continual growth.

From the smallest manufacturer to huge multi-national corporations, from the up-and-coming influencer to the biggest name in the social game, we can all struggle when it comes to juggling content originality and posting frequency.

Social media users are in a position where they have a vast amount of different businesses and organisations vying for their attention on a day to day basis. It’s incredibly important to ensure that you grow your pages with the correct audience in mind to ensure you are building a community of advocates for your brand. However, even if you have the most die-hard fan base imaginable, sooner or later repeating the same content is going to turn people away.

Why you need an arsenal of awesome social media post structures

Constant growth requires commitment to your audience. It’s all too easy to get despondent when your likes begin to tot up, but this is dangerous territory - if anything, at this stage marketers need to invest more and more into their posting strategy to ensure that their current audience remains interested and reactive.

Repetitive content turns off consumers, which in turn damages your reach. To keep those guys on your side you need to constantly be reminding them why they liked your brand in the first place. Doing this requires you to use a variety of social media post structures that invite engagement.

Here are a few ideas to help you on your way:

1. Industry expert knowledge and advice

Providing useful advice and guidance can be valuable content for businesses whose audience follow them for their expert knowledge. Couple this with original, expert content from your own blog and you're on to a winner. This can also be done as single entities without links to external content, however these posts should be limited.

Often marketers can over-rely on tips and advice for social media content, and at this point audience members begin to lose interest. It’s also important that you don’t rely heavily on piggy-backing clichéd post structures such as #WednesdayWisdom, #MondayMotivation and #FridayFeeling.

In small portions these social media post structures can help with reach and engagement, but using them as a primary part of your posting strategy looks lazy and uninspired, a process known at Giraffe Social Media as “Pirate Posting”. Yargh.

2. Topical posts

Using your posts to comment on relevant trending topics when they crop up can be a great way to diversify your strategy and generate significant reach and impact. If you’re savvy enough to make use of the relevant hashtags you put your content in prime position to be discovered by new users.

Be sure you don’t limit yourself to only engage with news and trends from your own industry. Take big media stories such as seasonal events and global tournaments and look these through the lens of your industry. This style of posting often results in a boost in engagement rates because it not only interests your own audience but also wider social media users

3. Start a social face off

If the trending topic allows, a great way to encourage engagement is to structure your post as a head-to-head and ask users to side with their choice. This can also be done with two similar products or aspects of your industry. Not only can this provoke a discussion, it can also provide beneficial insights into your community’s preferences which will help you to tailor your future content as suits.

4. Just do more video

Do more video. Whether it’s raw, behind the scenes footage captured by a member of staff or a high-spec professionally produced video of a day in the life of your business, video gets way more engagement than any other type of content. Visual is integral to catching a user's’ eye.

Developments in smartphone technology and social networking features have also made the process of doing live video broadcasts 100 times easier. This is something you should certainly be doing as it literally personifies your brand and makes your audience feel they are part of an exclusive group.

5. Pose your questions as fill-in-the-blank responses

Every social media manager worth their salt appreciates the importance of asking questions to provoke engagement from their audience. In order to get the largest amount of responses possible it’s a good idea to make the process of responding require little energy.

Fill-in-the-blank quotes are a great way of achieving this. They provide users with a pre-structured response - and also the opportunity to be humorous, which many find hard to resist.

Choosing Fonts for Impactful Social Media Graphics

choosing fonts social media graphics
Choosing fonts that work is an essential part of ensuring you social media graphics successfully communicate your message to your audience.

A social media manager is two parts analyst and one part creative designer, with a sprinkling of customer care expert thrown in. To succeed in the creative part you don’t have to be an accomplished graphic designer. However, having some basic knowledge of typography and the impact that it can have will make all the difference.

Choosing fonts for your social media graphics is a simple enough process, provided you are aware of the basic principals of typography. Fonts are about way more than making something look nice; they have a whole host of other effects, including subconsciously accentuating and drawing attention to certain aspects of a brand.

When you make social media graphics its important to ask yourself what sort of impression you want to have on your audience. Obviously certain typographic decisions will be made by your brand for consistency’s sake. But beyond that, you want to be intentional with your typographic decisions.

Types of fonts and their personalities

Different fonts have different personalities - anybody who has ever seen a make-up brand next to that of a body-builder’s food supplement can tell you that. The fonts that you use will have an impact on how your brand is viewed.

There is a huge variety of different fonts and each will have a different feel, be that sophisticated, practical, elegant, cool, efficient, etc,. Most typefaces can be classified into basic groups. A number of sub-categories exist, but we won’t bother ourselves with those at this level.

Below is a list of how each basic group is often viewed/described. It is missing decorative types as these vary immensely and have an emphasis on high-spec design.

  • Serif: professional, traditional, dignified, classical
  • Sans Serif: clear, approachable, relaxed, personable
  • Script: fanciful, opulent, classy, unique
  • Monospace: plain, unassuming, technical, functional

It is worth mentioning at this point that comic sans is technically a script font, which is not opulent and certainly not classy. Rather, the script fonts that you would ever consider using (brush script, allura, and the like) can be described that way.

If you value your social media audience (or your brand in general) never, ever use comic sans.

Choosing fonts for your social media graphics

The best way to choose fonts is to take into account your branding and any fonts that you should obviously be using, and find other fonts that compliment these. The best social media graphics make use of a small pool of fonts, often only three or four, of which only two are used for each graphic.

Consistency is the key word here. Having this pool of fonts not only helps right now but will assist you in the long term as you create more graphics. Choosing which fonts to use will depend on what parts of your brand you want to compliment or accentuate.

There are a number of web services that will help inspire you to choose/pair the right fonts. Some of our favourites are Typespiration, Typ.io and Github’s Google Font Pairing Inspiration.

Once you’ve decided on the style of font you want to use, head to your graphic’s creation platform and get designing. If this is a web app like Canva (and you don’t pay for their reasonable premium service) then you will be limited as too what fonts they allow you to choose from. Otherwise, check out Google Fonts or Lost Type.

How To Build Your Brand with Facebook Live

Build brand Facebook Live
Harnessing Facebook Live as a key aspect of your marketing mix gives you a much better chance of building brand notoriety on social media. Here’s how to do just that.

I’m going to go out on a whim here and make a pretty bold claim about your marketing strategy and Facebook Live; you’re probably not doing enough with it. Okay, so maybe that is a sweeping generality, but it’s the sentiment that counts. Much of what can be achieved through Facebook Live can’t be replicated in other post styles, and many businesses don’t even bother with it.

As a social networking feature, there’s nothing particularly phenomenal about it. Live streaming is by no means a new concept. In fact, it’s been around since the darkest ages of dial up. But couple it with the largest social network around and suddenly you've got a really easy way to reach your audience with personal - and yes, human - messages.

Social features that build your brand

What is it that made your audience choose to advocate your business over your competitors? Simple. It’s your brand. And it’s your brand that will encourage future users to do exactly the same. Certain social networking features actively facilitate the process of building your brand by acting as something of an X-ray through fonts, colours and messages to inside an organisation, enabling businesses to show how this is reflected within.

Facebook Live is one of these features. That means that while it may not be a ground breaking user feature, as a marketing tool it’s pretty special. Alongside the general appeal of video, it carries a value of immediacy; a sense of being “in the moment” that social users can’t get enough of.

Here are some ways you could use it to build your brand…

Behind the scenes footage

With Facebook Live you are able to offer your audience a unique look behind the scenes into your business and how it works. Social media users love being exposed to a place they might otherwise never be able to see. However, the key here is to analyse and understand exactly what it is that your audience wants to see.

Should your stream be educational, sharing your processes? Or should you be focussing on particularly exciting production process or interesting work site? Understand that behind the scenes footage is a promotional opportunity, but to have any effect it needs to have value to users.

Special celebrations

If you can, don’t Tweet about it - stream it. Whether it's someone’s birthday or the Anniversary of your company launch, everybody loves a party. If your colleagues have got the afternoon off for tea, cake and cocktails, invite your customers to get involved too.

Streaming celebrations and events can be particularly useful if your company culture plays a major part in the development of your brand. It can certainly be useful for attracting the best talent to your business, but that isn't all; users are far more likely to value a business that obviously values its employees.

Expert Q&A sessions and Webinars

If you've spent any time undertaking marketing responsibilities to any extent, the likelihood is that you’ve been invited to at least 3,000 free webinars. The beauty of hosting these on Facebook Live is that you aren't asking for sign-ups, so required user investment is low. For that reason, users are far less likely to have reservations

Holding live Q&A sessions is also the ideal way to concrete your brand as an industry leader. With Facebook Live, you are able to listen and respond to questions as they come in. Not only does it encourage trust in your service, it’s a great way to showcase that you are comfortable under the spotlight.

Hosting focus groups and gain user feedback

Building a new product or service? Getting your audience’s perspective is incredibly valuable and could make all the difference in those crucial preliminary stages. On Facebook Live you can use Focus Groups to get user’s input on different creative and strategic decisions in the during the development process.

Not only a great way to conduct on the spot market research, it will make your customers feel valued and part of your brand.

The Best Social Media Marketing Chrome Extensions

Best social media marketing chrome extensions
These social media marketing chrome extensions can help streamline your processes and open up your strategy to even bigger results.

If you're not already utilising social media marketing Chrome extensions to help you to get the most out of your time, I urge you to start now. The process will undoubtedly help reduce the time it takes to undertake at least a few of your commonly used actions.

Discovering worthy social media marketing Chrome extensions

Nothing frustrates me more than discovering that a Chrome extension is little more than a marketing avenue for premium services. Therefore, when it comes to deciding on whether or not a Chrome extension is worth the time of day, I have something of a haphazard approach that I call efficient but many others would likely call lazy.

Essentially, if I add one to Chrome and see and immediate benefit from clicking, I will spend more time getting to know the ins and outs of it before making a decision. Alternatively, if there is no obvious benefit, that will be the end of it.

Obviously there are certain prerequisites that have to be met for certain Chrome extensions to offer any benefit at all. Twitshot, for example, requires you to already be on a valuable piece of content with available images in order to work. So I always make sure those prerequisites are met before passing judgement. (I may be a touch devil-may-care with my reviews, but I'm not a total maverick.)

Here are the ones that made the cut:

Twitshot

Some bold claims have been made about the inclusion of expanded images in Twitter posts. The one that the guys at Twitshot like to cite is by Belle B. Cooper of Buffer; “Tweets with expanded images get 150% more retweets”. Clearly this relies on you using the right images, but numbers like that are hard to argue with.

Twitshot is a simple but effective tool that extracts images from a link and attaches them to your Tweet. The image will then show alongside your Tweets, as opposed to an auto-generated preview.

RiteTag

RiteTag is the ultimate hashtag strategy optimisation tool. What sets it apart from its competitors is its ability to provide instant feedback on hashtag choices as you type. As far as social media marketing chrome extensions go, this one is basically an advisory tool.

The RiteTag extension has a colour-coded key to analyse the strength of your hashtag choices. Green represents good hashtags for immediate exposure, blue for hashtags that will help with exposure over-time, red for heavily-contested hashtags that will result in your posts being lost, and grey for hashtags with low-following rates.

Grammarly

When careful not with grammatical, bad can things happen. Spelling and grammar errors in posts can totally de-construct the credibility of your brand. The Grammarly Chrome extensions boasts the ability to catch over 250 different types of errors, even the uncommon ones such as comma misuse and a missing article before a plural noun.

Pocket

With Pocket you can save a variety of content to be able to view later. The Chrome extension is only part of it as you can save directly from apps like Twitter, Pulse and Flipboard too. The great thing about pocket is how it is expanding to be a content curation tool too. It will recommend content related to your niche and the sort of content that you have already engaged with.

ColorZilla

Finally, I wouldn’t be anywhere without a good colour-picker tool. If you are constantly finding yourself creating graphics in-line with your own brand colours then it is a no-brainer. Easy-access to colour codes is not to be sniffed at. For me, ColorZilla is the most user-friendly.

Got a social media marketing Chrome extension that you think should be added? Tweet us - @GiraffeSM.

Why Instagram Inspirational Quotes Don’t Inspire Quality Engagement

Instagram inspirational quotes bad engagement
Inspiring engagement may be harder than it looks - but Instagram inspirational quotes graphics aren’t always the right way to go.

If you want to inspire more Instagram engagement (and by golly you do) you first need to revisit what engagement is and means. Firstly, Instagram engagement doesn’t just refer to big numbers under your images. It also refers to comments and how those two factors relate to impressions.

Depending on how they are viewed, each of these factors can say different things about how your Instagram audience view your posts, page and brand as a whole.

I'll use luxury accessories brands as an example. Do users express a desire for these products in their comments as a result of the images? Or are they more infatuated by the aspirational situations that models are in? This simple example could show that a product may not feature prominently enough and assist with the decision on what should be posted next.

Engagement on Instagram insights

Instagram’s in-app insights are very basic, showing one single number for impressions, reach and engagement. The engagement metric is an amalgamation of all likes and comments on your post - a number that video views doesn’t seem at the moment to play into.

Its important to note that this metric can absolutely be useful as a tool for you to compare and contrast the success of each of your posts at-a-glance. But to use Instagram engagement rates as a defining factor for future strategy you will have to go deeper and look at what users are saying and why they are saying it

Reading Instagram engagement as a metric and using it as a signifier for future content is an art in itself. But when it comes to Instagram inspirational quotes and motivational business advice, that gets even harder.

Why Instagram inspirational quotes don’t always mean quality engagement

It’s true that a load of businesses have built up a fairly strong strategy with Instagram inspirational quotes graphics, coffee wisdom and motivational quotes. But that number is now an awfully big one. Like, seriously big.

I want to be totally clear here; what works for somebody else doesn’t have to work for you.

If you have been posting Instagram inspirational quotes and change your strategy it may seem at the beginning that this results in a drop in engagement. Often this is because the hashtags that you were using before had been hijacked by automation services and bots. Or, as I like to call it, noisy marketers marketing noisily to other noisy marketers.

And when you think about it, the people you were marketing to with motivational quotes were the kind of people who already engage with that kind of content - namely your competitors.

Remember the brand-building potential of Instagram

Individuality is the key here. Many businesses have harnessed the might of Instagram to build their brand image. In any other case, posting what your competitors post would at best look like an attempt to piggyback their engagement. At worst, it would look like they were trying to totaly steal their brand image.

But with motivational quotes and inspirational business advice, we have something else entirely. So many businesses do it that users have seen it all before. Even if you log onto canva and throw your own fonts and colours on it, you still inadvertently fashion your pages into the shape of “generic business Instagram”. You don’t want that.

Here’s what you want…

You want to stand out. Instagram was created for individual lives to shine - so don’t feel you have to post what your competitors are posting. If you can create a strategy that focusses on frequently posting actual, original photos on a theme that suits you, do!

I believe in you.
If you can think it, you can do it.
#inspiration #monday #mightnotbemonday

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