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Content Isn’t Everything

You’ve likely heard that content is king, and while that isn’t necessarily UNTRUE, it isn’t EVERYTHING.

Content is only a piece in the puzzle. You can create all the high quality, well-edited pieces of content you want, but if it isn’t being implemented strategically, doesn’t take you closer towards a specific business objective, or is just content for the sake of content then it’s really not “king” is it?

I see a lot of gyms posting daily workout videos, which is great, but ask yourself this – is this getting me closer to having more high quality paying members? Or, is this content just being consumed by my current members and isn’t actually helping me reach out to new leads? Do potential members really care what your workout of the day is? They may not even know what those movements are or mean yet… They likely care more about the quality of your coaches, the services you offer, and where you’re located.

Having workout videos and gym content is great, but make sure this is not your WHOLE strategy. I often categorize posts into three different buckets: Promotional, Inspirational, and Informational. Within these categories are targets. Ie. Promotional post about student deals. Informational post about training during pregnancy. Inspirational post about a middle-aged father with diabetes who changed his life in your gym…

If content is king, then STRATEGY is certainly the queen. You need a strong relationship between both to drive marketing success.

New Year, New Focus | Fitness Marketing

I’m excited to announce that we have decided to focus our efforts on helping businesses in the fitness, health, wellness, sports, and outdoors industries!

Why?

It’s my passion! As an athlete myself, I wanted to merge my love of health, fitness, and sport, with my profession and other passion for marketing. It seemed like the natural progression, as 93 agency has slowly been focusing on clients within these industries, and has seen the best results there due to extensive experience in these industries, as well as knowledge and continuous learning of all areas of these businesses. Own a gym, studio, clinic, store, or brand and want to build your business? I can help!

Not part of these industries but want to work with us? We’ve worked with businesses in several other industries, including but not limited to: tech, e-commerce, SAAS, retail, automobile dealing, engineering, and service businesses/locations. We also consult for individuals and professionals.

Contact natalie@93agency.com if you’re interested in getting started!

Are You Guilty Of This Social Media Mistake? | Lemonade Stand Marketing

Owning a business, big or small, requires you to wear a lot of hats. You’ve got a lot on your mind, and there is always something more important that you could be doing. As a result, many business owners tend to treat their social media accounts like a lemonade stand; yelling about their promotions to the first person who will listen, undermining the value of their service with uninspired content, and spamming the reluctant few who have subscribed to your pages with the same messages over and over. Until they eventually unfollow your business’ page. We’re going to tell you how you can take your business to the next level and avoid damaging your online presence further.

 

Social media is constantly changing. Be proactive and stay ahead of your competition.

 

Long gone are the days where posting the same photos and weekly status updates could net you a steady growth of organic followers.

Watch your competitors for clues. Keeping an eye on what your competitors are doing isn’t copying if you’re doing it better than them.

Stay on top of trends. Social media is all about being at the right place, at the right time, with the right message. If there’s an event or trending topic that has to do with your business, make the most of it. Tailor your content to the audience and the context it serves. These are skills you will learn as you commit more hours to managing your profiles and pages, but it will undoubtedly pay off.

 

Stop telling. Start showing.

 

One of the most difficult aspects of creating high-quality content for your audience is to assess the value it provides. It’s easy to say that your promotions are of value to you because you’re the owner. Think about what action you want the potential reader or viewer to take. One of the best ways to capture anyone’s interest is to make them feel like they are missing out by not subscribing to your blog, your channels, or your mailing list.

Instead of simply creating an event page, think about how you can take it one step further and truly wow your audience and interest them in your event. Consider what sort of information might pique the interest of potential attendees. You could create an event page on your website that the event ad will lead to. If there’s a famous guest speaker in attendance or any other main attraction, use that to draw the masses.

If you’re a restaurant owner and you’ve got a new menu, don’t just post a picture of the new menu. SHOW US. Show us how these new and fantastic menu items can be used. Think of food pairings, or describing the history of a dish to give it a story. Let’s face it, who doesn’t love a good story? The point is, show your audience the value of your service. Put it to use.

Most people will search for a brand online before making any sort of purchase. With that information in mind, the content you make available to them will be your source for testimony to show the true quality and personality of your business.

 

Conclusion

 

While lemonade stands may have been a fun way to start a business as a kid, those tactics won’t work on a population consumed by digital content. Highly active brands are out there using every tool and resource available to create almost addictive content for their followers. We can all take some time to learn from these iconic brands to help us break away from lemonade stand marketing tactics. Social media isn’t a one-size-fits-all solution and is best used in collaboration with your other marketing channels. Used effectively, social media can be the most cost-effective marketing tool in your arsenal.

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The Power Of Email and Social | Inbound Marketing

Social media is a powerful marketing tool on its own. Partnered with email marketing (average ROI of 3800%), these tools can become a magic marketing duo. Successful integration of email into your social media marketing strategy can greatly improve your SEO, generate leads, and create a brand experience that your audience will enjoy and remember.

Does this mean that you have to start buying mailing lists to contact people with your messages? NO! The genius of inbound marketing is to eliminate the nuisances of outdated marketing tactics such as purchasing lists and spammy messages. In this article, we’re going to show you how email and social can work together to create a successful, cohesive, and consistent inbound marketing strategy!

 

Cross Promote

Tease your audience about the perks of email by posting hints on social media as to what they’re missing out on. Vice versa, you can also send an email to your subscribers about the joys and benefits of following your social profiles.

Twitter and Facebook both have features that allow you to create a post or form for others to enter their information like an email address (lead ads). Just be sure to make the offer worthwhile! Contests and giveaways can go a long way here!

You can also add social buttons to the header/footer of your emails, similar to how you would add them to a blog or webpage. They should not be disruptive to the content and should provide a call to action that directs your audience from one brand touchpoint to another, taking them to the next step in your sales funnel.

Facebook also has a feature which lets you add a button to the top of your page. You can use this for many things, but it is especially useful as a “Sign up” button for people to enter their email address.

 

Coordinate

Line up your weekly/monthly content by topics or relevance so that email and social content do not repeat, confuse or distract users from your objectives. Coordinating your content with a calendar is a good way to make sure that your content is organized, not scattered. This also allows you to ensure that multiple teams or departments will be on the same page. Consistency is the name of the game here!

 

Custom Audiences

Did you know that you can use your mailing list to create a custom audience on Facebook? This will allow you to specifically target those in your mailing list with promotions and content through Facebook Ads. Additionally, you can add a Facebook Pixel to your website to track users who have visited your site and retarget them on Facebook. Using these custom audiences, your ROI for ad spend will be much greater and the cost of acquisition per customer will be much lower. This is because people who have either visited your website or subscribed to your mailing list are already interested in what you have to offer.

You can also upload subscriber lists to most social platforms like Google+, Twitter and LinkedIn.

 

Indirect Email Marketing

Platforms like Facebook, Twitter and LinkedIn have niche communities that are called groups or lists. Usually, these groups are public and anyone who is interested can join. Some of these groups have moderators and will not let marketers in, but if you have something of value to offer, they might let you post in the group. What does this have to do with email marketing?

When you have subscribed to or joined a group on a platform like LinkedIn, you will be sent a notification triggered by activity within the group via email. This is a unique opportunity for small business owners to really network with their audience on a niche level. With this method, you won’t have direct access to their email, but you’ll be getting into their mailbox indirectly.

 

Your Turn!

Try using these strategies to support your blooming online presence! The businesses that have the most success are the ones that plan everything from start to finish, and never give up. It can be overwhelming, but if you ever have any questions, you know who to ask!

 

Not sure if what you’re doing is working? Sign up for a risk-free Social Audit with 93 Agency and let us show you why we’re the go-to social media experts! Don’t forget to follow us on social media for your weekly dose of small business marketing tips.

Storytelling 101: A Guide For Small Business | Content Creation

 

New businesses often have common ‘startup’ issues. As an agency that specializes in finding and solving these common issues, we can tell you that most of those mistakes can be easily spotted on your online presence and through your content creation process.

 

What does storytelling have to do with your business?

 

First of all, storytelling is a form of entertainment. Naturally, as humans we feel the desire to be entertained. The beauty of storytelling is that it allows us to escape reality very briefly, detaching us from the stresses and responsibilities of everyday life. Social Media is often the perfect distraction from reality because of how quickly we can consume the content. If someone is surfing around social media, they are likely going to different pages, while watching their own news feed. Now imagine if you could get one of these users to stay in one place for an extended period of time. The chances of them making a purchase in the store is much higher, right?

That’s where storytelling comes in. You want to keep your guests (potential customers) interested so that they will stay in your store long enough to make a purchase. The same theory applies to your digital and social marketing. As consumers, we are thirsty for more content. At the same time, there are so many marketing messages directed at consumers that they don’t know what to look at. It’s our job as the marketer, to make sure that our message is the one they are paying attention to. How do we do that? Storytelling.

 

What story will you tell?

 

Every business has a story, the same way every person does. Where did you start? What problem are you solving? Incorporating elements that speak to the history of your brand and personality in your marketing strategy will ensure that your business is relatable. If your consumers can relate to your brand, then they will trust your brand. Brand storytelling is our way of letting the consumer know that we understand their personality, their lifestyle, and most importantly, what satisfies their needs. Just like a best friend would.

After all, if a consumer trusts your brand, they will be loyal. Everybody knows that 80% of your business comes from the loyal 20% of your customer base, so it’s no surprise that the secret to the long lasting success of any business is trust.

 

How do you build a story around your brand that people can trust and relate to?

 

People aren’t stupid. They know if it’s worth following a particular page or not because they can almost instantly tell whether or not the content they are looking at is valuable to them. That’s why the quality of your content is so important. It’s important to always focus on providing VALUE.

Imagine that your newsfeed is like the first chapter of a book. If I don’t like what I’m seeing in the first few pages/posts, then why would I subscribe to suffer through more boring and invasive messaging that I can clearly tell is meant to sell me on something? That answer is, I wouldn’t. And neither would you. Create content that you yourself would enjoy viewing. Ask yourself, is my content valuable in helping my customers with issues they may be having? What questions is it answering?

Then, build your story through a steady, consistent stream of content that highlights your brand’s best qualities. These qualities could be in the form of services, products, and more. The idea is to openly show them the things you care about. By doing this, you are showing that you care about more than just selling, and that you want to help them with their pain points.

 

Conclusion

 

Hopefully you have a better understand of why spamming your page timeline with promotions and advertisements will not build trust with your customers. What will build trust with your brand and customers is transparency and credibility. People will follow and support your business because they believe in your story. Remember to entertain, entertain some more, and then entertain again.

Why do you think we call a tissue a Kleenex? A copy machine a Xerox? Storytelling, my friends. Storytelling.

Maximize Social Media Ad Spend | ROI

Social Media marketing is one of the most cost-effective advertising solutions for small and medium businesses. However, if you’re not using it right, it can cost you significantly in time and headache and you might not see the ROI. Managing your ad budget can be tricky. How do you know how much you need to spend and where? What keywords to use? How do you know what’s working/ what’s not? Here are some simple best practices on how to effectively manage your ad budget.

 

Choose and Create an ad. Cast your net.

 

Sponsored vs. Promoted Posts

 

Facebook and Twitter ads: they’re all the same, right? Wrong! There is a huge difference between sponsored and promoted posts on Facebook, Twitter, and Instagram.

Promoted posts are organic posts uploaded to your page. They can be “promoted” by spending a little money to increase the reach of your post. A regular post will only reach a portion of the people who follow you, by default. Once you pay to promote it, the post will then reach people outside of your page’s following, or you can simply promote it to reach a larger percentage of your audience. The choice is yours!

-Promoting your top performing posts is a good way of testing the quality of your organic content if you think that you have too small of a following to generate a good measurement of engagement.

-It’s also good to use when you are running a contest and you have a post that you want to be shared. Paying to have that specific post reach way more people is an excellent tactic for this type of promotion.

 

Sponsored posts are posts you can create solely for the purpose of advertising. You can visit the Facebook Business page to see all the ad formats and their benefits. These sponsored ads are to be created for a specific audience and purpose. Ranging from website clicks to page likes, you can custom create a message that will appear on someone’s feed the next time they log on while your ad is running.

While sponsored and promoted posts will both appear on someone’s feed in the same manner, the two will achieve two entirely different objectives.

 

Start reeling in leads with repetition through retargeting.

 

The beauty of advertising with social media platforms is that you have the ability to custom create your audience.

-Facebook Pixels. This is a piece of code that you can add to a landing page on your website to track visitors. You can use this pixel code to then import an audience into Facebook’s ad manager. From there, you can actually target people who have recently visited your page (or been on a page that contains your pixel) with your ad. People who have visited your page are more likely to purchase from you because they are familiar with your brand and it is top of mind.

 

Analyze and Optimize.

 

To truly master managing your ad spend, you will need some practice with analytics. Every platform that you advertise with will have some form of analytics available to you. Use this information wisely, because it’s there for a reason. Whatever platform you are using, be sure to monitor your ads as they are running. Look for key differences and things that need improvement. These are some of the most common ways to test your ads:

-A/B Testing. This is a method that simply uses two or more different sets of ads to test which subtle changes are more effective than others. Some ad sets might be best tested to see which images are more appealing to your audience, or which caption is more enticing, etc. Then you can make sure you’re only spending money on the most effective ad.

-Audience testing. Test two identical ads but with different audience profiles to see if you are properly targeting your potential leads.

After testing your ad sets to find out which combination of settings will perform the best, it’s time to start investing in the ads that will net you the best ROI.

 

Let’s recap.

  1. Create Visibility Through Targeted Ads. (Cast the Net)
  2. Reel In Your Leads Through Retargeting
  3. Tweak with Analytics. (Invest in what’s working to Maximize ROI)

 

Are you thinking about getting started with advertising on social media? Sign up for a free consultation with one of our experts!

If you’re a small business owner and have a marketing problem you want to be answered, fill out a contact form and we’ll get back to you as soon as possible!

As always, follow the conversation @93Agency on social media.