There’s no denying it, marketers are diving into digital advertising - the deep end of digital advertising.

Recent surveys of business owners and ad buyers spanning multiple industries show that everyone is swimming away from traditional media like print, radio, and TV into the streaming current of digital channels.

First Time for Everything

According to eMarketer.com, digital advertising accounts for 54% of ad budgets. That's nearly $130 billion in the United States alone. That figure is expected to grow to 67% by 2023.

Notably, this marks the first time marketers are spending more on digital advertising than traditional options. Take a look at the figures:

digital ad spend

Search and Social Sharks

While print and radio were the first to feel the drowning effects of digital, television is also getting swept up by the growing digital tide. Even Google and Facebook are watching their backs as reports indicate Amazon is swimming into their territory with rapid speed.

Clikz Marketing Technology Transformation and Marin Software took a deeper dive into the specific digital advertising channels used; which shows paid search and paid social accounting for nearly 60% of advertising spending.

Paid digital media

Source: Marin Software

Catch and Ride the Wave with Video

As marketers dive into digital advertising and ride digital tidal wave, video will be their best surfboard.

Emarketer.com shares that video will continue to drive the growth of digital advertising spending, particularly in social media and through the use of Over-The-Top (OTT) platforms like Hulu and Roku.

A Forbes.com article shared a report by the Interactive Advertising Bureau indicated that 41% of United States consumers over the age of 13 watch online and streaming videos daily.

The report also shared that 75% of digital video viewers are willing to watch advertising in exchange for content. Not only will they watch the ad, online viewers pay more attention to video messages and prefer to learn about new products through video.

Impact Learning Center and Wyzowl also provide compelling digital video statistics:

The Sea Still Needs Stories

As marketers are swimming in the deep end of digital advertising ocean, it may be comforting to know they all have a familiar lifeboat.

Good storytelling remains at the heart of any campaign. Without it, consumers won’t get on board with a product or brand, no matter how often they see it on their channel of choice.

Finally, if marketers stick with good stories and surf all channels with video, they can ride the wave of digital marketing to success.

Thinking of diving into digital advertising? Need help with your story or social media? Give Poole Communications a call. We can help provide strategies and tips to get the most from your digital advertising. 800-900-3635

 

When you're done go to our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

© 2019 Poole Communications

Just when you think you have the current social media scene figured out, a new platform, updated feature and enhanced algorithm makes you feel like you are in the dark again. Instead of searching around the social world with two hands and a flashlight, try using five W’s and an H.  Find out the WhoWhatWhyWhen and Where of each of the six significant social channels’ key audiences and How you can create content to make an impact with them.  Search no more.  Here’s the current social media scene. 

Facebook  

Who: Two billion users are active on the platform each month, with Generation X and Millennials leading the way according to the Spredfast Social Media Audience Guide 

What: According to the same research, Facebook is the best platform to grow a small business and is most useful to retail, media, financial services, and healthcare industries.   

Why: The audiences on Facebook go there to discover new products.  In fact, 30% of retail shoppers who recently made a purchase discovered a new product on Facebook. 

When: On average, the Spredfast guide says that users hang out on Facebook 35 minutes per day and Sprout Social shared that by far Wednesday is the best day to post on the platform. Specifically, businesses should make their move at 11 a.m. and 1 p.m. on hump day.   

Where: More Facebook users view content on mobile devices than they do a desktop.  

How: Based on Spredfast and Sprout Social research on the 5 W’s covered above, businesses can reach Facebook’s key audience base by launching new products on the site through images, videos, concise descriptions and links to buy within the same post.

Instagram  

Who: Of the 800 million monthly active users on the platform, ladies and teens comprise the majority of the Instagram crowd according to Spredfast’s research. Females between the ages of 18 to 29 make up the largest demographic and 53 percent of teens use the platform to learn about new products.   

What: Retail, sports and automotive businesses can find their niche with Instagram.  

When:  According to Sprout Social, the best times to post on Instagram are Wednesday at 11 a.m. and Friday between 10 and 11 a.m.  

Where: Most users view Instagram on mobile devices. 

Why: This highly visual platform is the place audiences look to learn about new products, follow brands, and check in with influencers to see what they are saying, learning, doing, wearing and buying. 

How: Announce new products, show influential people in your industry and community using and talking about those products.  Better yet, become an influencer in your industry by sharing how your products and services make their lives better.

Twitter 

Who: There are 317 million active users tweeting, and the majority of them are men.  

What: Best platform for sports, media, financial services and healthcare industries, but not the place for retail.  

When: Businesses will have the best results by tweeting on Wednesdays and Fridays at 9 a.m. according to Sprout Social. 

Where: Contrasting with its social cousins Facebook and Instagram, Twitter faithful tend to check the site on desktop devices more than they do on mobile screens.  

Why: Audiences head to the platform to get scores, news, reviews, deals and ideas.  

How: Post coupons and news about your business and link to your website.  When they have more time, they may switch to your Instagram and Facebook feeds to buy your products

Linked In  

Who: LinkedIn is the place to reach other businesses, business owners and professionals.  The largest demographic on the platform is between the ages of 25 to 34. 

What: A key industry served well by this professional platform is financial services.  It’s also the place for business to business marketing and not so much for retail traffic.  

When:  According to Sprout Socialthe best times to post are Wednesdays from 9 a.m. to10 a.m. and at 12 p.m.  

Where: Given its professional niche, more users check the platform at home or work, which means their use is on desktop rather than a mobile device. 

Why: The audience links in to make job searches, research companies and network.  

How:  Connect with this platform’s users by posting open positions and sharing research on your product or service.  While you are at it, link up with like-minded businesses or research your competition.

YouTube  

Who: This is the space to connect with the guys.  Males between the ages of 35 to 44 are the largest user group. Another fun fact Spredfast found is that YouTube’s channels reach more 18-49 year olds than any cable network in the United States.  YouTube is second only to Facebook in monthly active users boasting a healthy 1 billion each month.   

What: Industries related to media, sports and automotive sectors are served well by this platform.  

When: YouTube’s myriad channels draw in users an average of 40 minutes a day.  

Where: People are tuning into watch on mobile devices more than desktop computers.   

Why: Tubers hang out on the site to interact with brands and follow content creators. 

How:  Businesses can publish video content showing the benefits and uses of products and services to directly engage with audiences and push them to a website to convert into sales.

Snapchat  

Who: The ladies love Snapchat. 

What: Retail, media, and sports sectors should snap away with this platform’s audiences. 

When: The ladies (and others) open the app 25 times each day.   

Where: Snapchat only lives on mobile devices. 

Why: Snappers use the platform for its privacy - they control how long and who sees their posts - and of course for the pretty filters and lenses.  

How:  Use filters for your business and create quick and fun content that is lighthearted and hip. If you want more tips, follow Snoop Dog and Spencer Pratt, they seem to have it all figured out and have the largest following. 

Need more help with the current social media scene? Need a strategy or ideas for posts? Give Poole Communications a call. We can help. 800-900-3635.

Sources:  

https://assets.khoros.com/content/tipsheets/2018-Social-Media-Demographics-Spredfast.pdf  

https://sproutsocial.com/insights/best-times-to-post-on-social-media/#times-fb  

When you're done go to our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

© 2019 Poole Communications

When fishermen find a honey hole, their smiles are big and their mouths are shut. But when they catch the big one, it’s all about the show and tell. Social media is the new word-of-mouth honey hole; so let's use it to your best advantage.

In business, everyone has access to the honey hole of social media, and the fish swimming in it are free for the taking if you have the right bait.  Reel in your own word-of-mouth marketers ready to show and tell tales from your business with the following lures:

Show Others With Their Trophy Fish

Everyone has happy customers, but if you don’t show them off, you might lose the next big one. How can you catch more fish if they can’t see what they are missing?

Lure: Post a smiling customer holding one of the last products on the shelf along with a FOMO (Fear of Missing Out ) message like, “Sam got one of the last She-Shed lock openers! Stop by today to get yours and find out what the wife has inside that place.”

Give Them a Secret to Share

Your social channels should be chock full of exclusive visuals and crave-able content. Everyone is searching for a new honey hole, so make your channel the next secret to share.

Lure: Post behind-the-scenes pictures of new product being delivered, share a new trend from one of the “coasts,” or snap a shot of your team prepping a new service to save customers’ time and money.

Find Your Big Mouths

Pay attention to your followers. It’s likely you have loyalists who like your posts, comment, and share information. They can influence hundreds more, so lure them in with your best bait.

Lure: Give them a free sample or service and ask them to take a picture or share the experience on social media. Follow up by inviting them to a VIP referral club that offers a big discount if they bring fresh fish to your pond.

Open Your Mouth

If you don’t open your own mouth to engage with your following, they might get away. Worse yet, if your fish flip and spew bad information, you need to dive in to rescue your reputation.

Lure: Comment on a recent customer’s post and include a specific detail about your encounter with them. Follow up offline to see how the product is working. Also, be sure to engage immediately with bad reviews and negative comments. Thank customers for bringing the issue to your attention and ask if you can connect privately to find a solution.

Release the power of your customers’ word-of-mouth on social media and watch the flow of free marketing and new fish swim your way.

Need help with your social media posts or planning, give us a call at 800-900-3635 or email us at: info@poolecommunications.com

When you're done go to our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

© 2019 Poole Communications

Engage in more meaningful conversations

The back and forth between a business and customer on social media can sometimes feel like the old school method of passing notes in a classroom. Do you like our new spring clothing line? Check yes or no. If you like it, please share it with Susie in the next row. Of course, it’s important to get likes and shares on social media, but savvy business owners might want to seek something more than a classroom crush.

To build a lasting relationship with a customer you need to engage in more meaningful conversations. In dating terms, you need to put a ring on it. Take the time to engage with your audience on social media. Pay attention to what they need, when they need it, and why.

Here are a few tips to move your social media engagement to the next level:

Create polls to obtain information from customers
Rank their favorite product.
Rank the various ways they use the product.
Vote for the time of day/year they use the product most.
Rank why they use the product – give three options and an open comment box.

Run contests to learn how customers interact with your product

and provide a discount or valuable item to the winner.
Most creative or best photo/video of customers using the product.
The best success story of how a service helped them.
Most loyal or longest-standing customer.

Research your ambassadors

All businesses will have loyal customers who consistently like, share, and comment on your platforms. So, thank them for sharing, give them a head’s up on sales and offer advice on making the most of the product. Then, take a few minutes to look at their personal pages to get more of a feel for their lifestyle, needs, and friends.

Be responsive

If someone sends a message or posts a comment, respond as fast as possible. Because many customers view social media the same as an in-person encounter, treat social interactions in the same way.

Ask questions

Pose open-ended questions about your product or service on social accounts. What do you like best about our business? What do we not offer that you would use?

These tips will have you well on your way to walking down the social aisle with customers. Still, you should be ready for those members of the congregation who just can’t seem to hold their peace. View negative comments as opportunities rather than irritants to be ignored. Everyone sees the negative comments and a lot may ride on how and if you choose to react.

Steps to keep the peace:

1. Thank them for the comment, acknowledge the issue, and apologize.
2. Ask what you can do to make it right.
3. Offer what you can to make it right, plus a little extra.
4. If you cannot make it right, tell them how you will work to make it better in the future.

However, there may be cases when a courteous approach isn’t effective. For those situations, a general statement acknowledging the issue and an offer to resolve it offline with an email or phone call may be a good compromise.

Finally, like any relationship, staying engaged takes time and effort and a willingness to learn from the good and bad comments.

Visit our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

When businesses create a social media page, they may believe the hard part is over. Actually, it is just beginning. Once a social media page is created, the real work of increasing social media engagement begins.

Use Images
One thing we have learned over and over again at Poole Communications is that social media users like images. A post containing a photo or image will be seen by more users than one that does not. Post a video to your Facebook or Twitter page, and you may be surprised to see how many more people respond to your post. We are becoming a visual society. A picture or video is always more likely to catch the eye than just a text. Free picture sharing sites such as Pixabay and Pexels make it easy to find stock photos to make your posts appealing to the eye.

Live Video
Live video is another way to rapidly increase social media engagement. We would strongly caution businesses to be prepared when doing live video though. Once you say something “live” it is out there, and there is no taking it back. Live video definitely has its advantages though; it gives you an instantaneous connection to your social media followers. You can answer their questions and engage with them. Special events, a product unveiling, or a new food item are all reasons to try a live video. The effects may be far reaching and last longer than just the minute or two your video goes live.

Get Personal
Another way of increasing social media engagement is to personalize your business page. Give a virtual tour of your office. Introduce your employees using their pictures a short description of their educational background and job duties. Celebrate work anniversaries with a post. Introduce a new product by having an employee showing its uses in a video. Social media is about being “social.” People do still want to feel connected to other people. Introducing your staff adds a personal touch to your social media pages. We have learned from our own experience it also leads to much higher engagement.

Remember Reviews
Reviews are another way to see your engagement improve on your social media pages. Ask past customers to share their opinions. Invite them to review your business and their experience. This will allow potential customers to learn more about you through the experience of others.

Ask Questions
We have seen an increase of engagement on company pages when a product or gift card is given away. Who doesn’t like free things? If there is information you want to elicit from your social media followers, think about a question that is pertinent to your business when you conduct the giveaway. For example, a restaurant may ask followers what their favorite dish is. This helps them to see what is popular and what new dishes they may want to introduce. While your engagement increases, so will your knowledge base.

Don’t forget there is also power in likes and comments. To see engagement increase, businesses must be involved. Like comments made on your page. Comment back to a potential customer when they ask a question about a product. This is vital to keeping up your engagement and increasing your brand awareness.

Visit our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

1. Know Your Audience

- What time they check Facebook, what content they’re interested in.
- Target those specific people who ‘liked’ your page.

Knowing your audience will help your business tremendously down the road. It’s not enough to have a great product these days. You need to find those people who are your target audience and know what they want to see, their interests, likes and dislikes.

2. Engage with Your Audience
- Make posts specifically to your target group.

Once you’ve figured out their likes and dislikes, it’s time to put your knowledge to work.
Think about it - a follower is more likely to like or share a post if it is relevant to them or if they find it to be something they can stand behind.

3. Provide Great Customer Service

Once you have figured out your target market and how to get their attention, you need to keep it! Keep up on your social media; it shouldn’t be on autopilot for too long. Notice when someone comments on a post of yours or better yet, shares your post. Respond to your audience; people like to know that who they’re following is responsive and actually cares about them.

In short, nobody likes to be ignored. If people comment on your post or have questions, acknowledge them! It’s easy to become automated with managing your Facebook, but don’t forget that Customer Satisfaction still rules and will go further than any boosted post ever will.

4. Customization
You can schedule when your FB status is posted weeks and months in advance, specifically to better fit your customers' schedules. When you go to make a status update there is a drop down box next to the "Post" button that gives you an option to schedule your posting. Use this free trick to optimize your social media!

5. Boost
You can also use the “Boost” button, which places your posts higher in the News Feed, so there’s a better chance your audience will see them. Although there is a charge to boost, but you can choose your own budget. The more you put towards your budget, the higher your boost.

Stay focused and use Facebook's free platform to your advantage!

The business world is changing. Ten years ago, you would have never understood "sharing your contacts on the cloud." Two years ago Newsweek stopped all printed publications. Take a look around you. It's time to move your company forward.

Last week I spent three days learning about new trends in internet marketing.  I'd like to share a few ideas with you that can help grow your business:

  1. Grow your e-mail list.  Take a look at how many emails you have right now and set a much higher goal. This is one of the very fastest and best ways to communicate with existing and potential customers. This alone will help increase your business. Then communicate with your customers on a regular basis... which leads to:
  2. Send an e-newsletter regularly. Keep it simple and benefit oriented. Fill it with tools and information your customers can use. The key is to send it on a regular basis. If you're busy start out quarterly. Get a handle on it and move it to once a month. You can send twice a month if the content is good. I would not send much more frequently than that.
  3. Please tell me you have a website. If not, stop reading and go start working on it right now. It's that important. Take all of your old yellow page budget and pour it into your website. Then I challenge you to use video on your website. It's not hard - grab your cell phone, shoot some video and post it on YouTube then link it to your site. It doesn't have to be perfect - it just has to be beneficial to your customer.
  4. Build a business Facebook page and promote it. Most of the people in the developed world are on Facebook. It's time you figured out how to use it for business too. Then when people LIKE your page, go to their page and thank them. Saying "thank you" never goes out of style. Take time every chance you get to thank each and every customer.

Thank YOU for reading my post and stay tuned for more growing your business ideas.

Sally Poole

Check out our Facebook videos to see Sally's Secret Ninja Facebook trick! Find it here.

Social media can be intimidating - especially as a small business owner with limited time. We've put together a series of steps - a recipe - to get you started! Let's get cooking!

PREP
Strategies are the bread and butter of a social media campaign. How do you develop one? Start with your target audience.

ORGANIZE

USE
Start using social media - but start small and build.

RELATE
Listen to your followers. Comment and respond – even to negative, especially to negative, feedback. Be relatable. This helps build relationships – which is the essence of social media. Share others posts. Just like you communicate with people on your personal page – communicate with them via your business page (just keep it tasteful and professional – remember this creates an image for your business!).

EXPERIMENT
Track and analyze your posts. Experiment with different times and days to find the best time to post that will elicit responses from your customers. Find out what types of content get the best results. Social media is constantly evolving, so your content should be too!

BONUS

Comment below with comments or questions! Please, share our posts with anyone you think would find it helpful!

We’re so excited for the opportunity to present a workshop at the Poplar Bluff Chamber of Commerce on May 29! The topic up for discussion is how to Make the Most of Social Media.

We know that Social Media can be a real headache. Especially for business owners who need to focus on business, but know that social media can be an integral part of business growth.

This workshop will give you the information you need to effectively manage your social media without eating up your time. You’ll learn how to use social media more effectively, best practices in social media and how to make it manageable. Plus, we’ll talk about content management, how to determine which networks and platforms are most beneficial for you, and when it’s time to hire someone to help you out.

The workshop will be from 10 a.m. to noon on May 29, at the Poplar Bluff Chamber of Commerce.

Fish Where the Fish Are

Spend your advertising dollars where the market is. The same concept can apply to social media. Use the platform the reaches your specific audience! If you’re customers aren’t using Twitter, but ARE using Facebook, put your time and effort there!

Also, browse our blog for more great marketing tips!

Do you want more tips?

Comment below and let us know what topics are really giving you troubles, or topics you'd just like to know more about!

Poole Communications
108 North Third St, Suite 100
Hannibal, MO 63401
573.221.3635
info@poolecommunications.com
 ©2021 Poole Advertising, LLC DBA Poole Communications
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