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Looking Ahead to Social Media Marketing Changes in 2019

2018 has proven to be a pivotal year for social media, and although there are trends that come and go, here are some ways that social media is changing and some key directives on how to incorporate these changes into your overall content marketing strategy moving forward into 2019.

From Facebook’s Marketplace to Instagram’s “Shop Now” button to YouTube direct buying and the growth in SnapChat’s platform for direct selling, using social media as a means to directly connect your marketing to a sale is exploding. It is more important than ever to determine what social platform or platforms provide your brand the best opportunity to connect social marketing to social e-Commerce sales.

Just this year, Instagram celebrated another birthday and it’s still not into double digits!

Did you know that 80 percent of Instagram users follow and connect with a business on Instagram? Whether you sell a product or provide a service, Instagram can be a great place to build your brand, engage your audience, and grow your business.

2. Understand how the algorithm works

3. Experiment with different ideas

“I think the others were losing that traffic and we were getting it,” Bored Panda founder Tomas Banišauskas told WIRED.

This same strategy is being used by companies like REI, Birchbox, and FedEx.

S-O-C-I-A-L

Writing this piece made me realize how many opinions and different information sources there are on this subject. After researching more, I decided to cut out all of the noise, fluffy solutions, and magical strategies. Instead, in this article, we’ll literally and figuratively break down what matters in 2018 when going S-O-C-I-A-L.

S — Strategy

O — Optimization

C — Customization

I — Incentives and Offers

A — Automation

L — Listening/Learn/Leverage

Social Media: Not just your Intern’s Job Anymore

It’s always surprised me that very few companies are using social media the right way. It’s often an afterthought or given as a side task to the summer intern. This kind of lackadaisical effort very rarely brings in qualified leads, and it won’t in the future.

Let’s quit all the guessing games and get results through reflection and analysis, and finally start looking at social media as a critical component to your marketing strategy. I’ve broken down the elements of ‘S-O-C-I-A-L’ media strategy to help you better understand how social media marketing is evolving and what to pay attention to this year to use social media successfully.

S — Strategy

We need to start thinking of your social media strategy like you would with your content marketing strategy. In order to sync the two up and have a cohesive and successful plan in place, is to focus on the inbound marketing funnel: Attract, Convert, Close, and Delight. Then have a clear understanding of how your social media content can resonate with a target audience at each of these phases. Here are some effective and innovative ways to build our your social media strategy.

Whether you like it or not, social media is not going anywhere. Now that technology and marketers are learning from past success and failures, if you want to play the game, you have to play the game right. You have to have a strategy. The days of ‘organic’ social are gone.

O — Optimization

Just like you would need to optimize a blog, it’s equally important to optimize for social media. Here are some ways that you can be sure you’re fully optimizing your social media posts.

“Social media keywords generally work best with sites such as LinkedIn and Facebook, but this idea works just as well when it comes to Twitter. If you are ever going to update a status on your account, try and use your keywords as much as possible. Although this may be difficult when linking back to another web page, it’s entirely possible to add it into a status description or use as a hashtag.” — Neil Patel

C- Conversion

Earlier I mentioned all the noise that can distract users from viewing your posts, in other words, you have a few short seconds to grab the reader’s attention and get them to take action. If you want to convert your audience and move them down the funnel, speak succinctly and to your audience. When you have limited characters and time to stand out — write clearly, with purpose and substance, and most importantly for conversion, include a CTA or Call-To-Action.

Credibility is often gained by being a reliable resource and industry expert. Don’t be afraid to pull out all the stops for a visually pleasing campaign by offering premium content, showcasing videos, aesthetically pleasing photos, and infographics. These are ‘teasers’ and make the reader more likely to click on your content.

Instagram stories and Facebook Live are personal ways to maximize your reach. But the best way to use these platforms for conversions is to frequently put out blogs and back link them to pillar pages on their site which will not only increase your SEO ranking and traffic but drive higher conversion rates.

Chatbots in Messenger Are Not a Trend, They Are The New Normal in Social.

“As Facebook Messenger grew, the number of bots in Messenger also grew — from 33,000 to more than 100,000 in just a year15. There are also chatbots in WeChat, Slack, Viber, iMessage, and many other platforms.

According to Business Insider, chatbot adoption is also taking off on the consumer front. “More than half of Americans between the age of 18 and 55 have used chatbots before. And consumers seem to be enjoying their interactions with chat-bots, too. A survey of 5,000 people by LivePerson found that 38 percent felt positive about their chat-bot experiences while only 11 percent felt negative.”

I — Incentives and Offers

2019 is the year to really ramp up your efforts to engage with your audience, which will increase your reach, brand loyalty, and connect visitors and followers on a personal level with your brand. Let’s be honest, everyone likes to be included, valued and get a deal. By offering an incentive to increase your followers, you’re actually extending a channel of communication and trust.

Take a look at these recent social incentives and offers on social media platforms:

Automation

Below are my team’s top 2 most successful marketing automation tools for social media. Having automation for your social posts is necessary if you want to maintain an editorial calendar, making your life and your clients much easier.

L — Listen, Learn, Leverage … Wait, Did I Say listen already?

In a customer-centric world, listening to clients had been emphasized for years. With all of the technology available, and the daily analysis of our messaging, tone, reach and KPI’s, listening is an art. If you have developed your targeted personas, and buyers journey, you should hear what your client’s needs are. If you don’t, it’s ok to just ask. Surveys and blunt questions on platforms show you care about your current and prospective clients. They determine how marketers adjust their strategies, so it’s imperative to actively listen, address concerns and suggestions, and learn from past campaigns.

Top-tier journalists/media influencers, bloggers, and industry experts all need company mentions, insight, content, and quotes. Connect with like-minded movers and shakers and mention them in your posts. They ARE most likely listening and watching also and the more you leverage relationships, the more visibility you will have.

By applying the S-O-C-I-A-L in social media this year and beyond, be sure to incorporate a robust strategy, optimize your posts, use conversion tools, engage with your audience through incentives and offers, remember technology is your friend and automation will help you get ahead and stay on target, and lastly — learn from your audience by listening, and leverage your relationships to interact with influencers and industry experts.

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