Tagged: Reputation Social

Social Reputation Management

Tips to Improve Your Digital Marketing: Football Edition 0

Football season is in full swing; high school football is winding down, college football is in conference playoffs and professional football is working towards playoffs. I will admit, I am not a football fan, but I do live in the same town as the Patriots and when they have gone 10-0 the fan spirit catches on. football strategies for marketing

To keep the exciting football spirit in motion, even while you’re executing seemingly mundane tasks, we’re taking football tactics and turning them into ways to improve your digital marketing. Digital marketing seems like an entirely different ballpark (Get it? Cheesy ‘I don’t know sports’ joke?) from football, many of the tactics in football actually apply outside the game and even to digital marketing.

We’ll walk you through the offensive and defensive strategies your digital marketing should be taking advantage of.

The Wildcat offense

The Wildcat offense capitalizes on mismatches of players skills by shifting offensive players around. In the Wildcat formation, the quarterback (usually the strongest player) is generally replaced by a running back, this creates a different threat for the defense to focus on, opening up the offense to a few different strategies to move ahead and get a touchdown. All the action that this one tactic provides creates a variety of options for the offense, creating a tougher play to defend against.

You can use this same strategy in your digital marketing by providing more reasons a consumer should use your local business. An example of this would be promoting a new product or service you’re selling in an email (being the main CTA, the equivalent to giving your quarterback the ball to throw down field) and adding a secondary CTA that would include a coupon for $10 off your next purchase (this being your running back running the ball down the field instead).

Your marketing offense isn’t limited to one message, but a few different messages that consumers can’t resist. That doesn’t mean giving too many options. You’ll notice the Wildcat offense gives two main options for the play (but there can be some variety in how it is executed), if it provided unlimited outcomes for the play then the team executing it could easily get confused and mess it up, making it easy for the defense to defeat. You can find this same mistake in digital marketing strategies. If you go in with too many offers, then consumers will deflect your marketing and it won’t be effective.

Focus your marketing offense on providing a few clear offers to consumers, giving them many reasons to purchase from your business.

The Westcoast offense

The Westcoast offense is the opposite of the traditional offensive play, it sets up a quick horizontal pass (not one down the field) to set up a running game. It consists of snap motions designed to confused defenders.

The objective of the Westcoast offense is two-fold: to spread the defense out, forcing a delayed reaction for coverage and to maintain possession of the ball through short attacks that aid the running game.

So instead of doing traditional marketing that focusing on consumers in one channel of marketing at a time, have a strategy that includes all marketing channels working together for constant “attacks” of your messaging. This isn’t a one and done deal, through a thorough understanding of your buyer personas you can know how each channel can feed into your ‘running game’ strategy.

Taking a holistic approach to digital marketing, especially with your buyer personas at the heart of your strategy, will create a play that will grab consumers attentions and turn them into customers.

Disguising coverage

Football is not just about offense, any successful team has a well thought-out defensive strategy to aid the offensive strategy. Disguising coverage allows a team to give the impression they are running a different defense than they actually are. For example, they may line up like they are covering man-to-man, but as the ball moves into play, they also move to a zone coverage.

Every football team has a different offensive strategy and likelihood is they will execute different plays throughout a game. If you go into each game with the same strategy, you’re not going to come out a winner. But if you adapt your game plan to how your opposing team plays you increase your likelihood to succeed.

As a small business, while you want to be actively marketing to consumers through digital channels, you need to be actively responding to consumers through those same channels. One of the biggest things you need to cover is your ratings and reviews, considering a consumer will read over 10 reviews before making a decision on a purchase means you can’t just let reviews come in and be ignored–you must respond.

But you also run into this same issue on social media, consumers expect a response on Twitter in an hour or less, but they regularly don’t receive a response for two days. How can you stay on top of all of this communication quickly? By having a disguised defense, such as LocalVox Social that can connect top social networks and review sites, you can easily tackle a to-do list of social and review responses. Be alerted to reviews and social comments while on the go through the mobile features of LocalVox Social and never let your defense be caught unaware.

Your digital marketing isn’t one channel, working on its own, but a team of channels working for the same goal-to win you sales! Take the role of coach and create strategies that can improve your digital marketing reach and effectiveness by employing some football tactics.

Whether it’s playing offense or defense, you can create a strategy that works for your business and LocalVox can help. Streamline your marketing players to start working together by managing them all from one place with the click of a button. Find out how LocalVox can help you manage your digital marketing from SEO to coupons and deals, getting more consumers to your business.

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The post Tips to Improve Your Digital Marketing: Football Edition appeared first on LocalVox.

Source: LocalVox

Sales Success Hangovers: How to Nip Them in the Bud! 0

So your sales month has ended and now you have to start all over again! One of my team members was lamenting about this the other day. He was suffering from the agony top performers go through when they have an awesome month. Their monthly target has been hit or exceeded, and now the reality… Continue reading

The post Sales Success Hangovers: How to Nip Them in the Bud! appeared first on Vendasta Technologies.

Source: Vendasta

Social Media Mistakes to Avoid 0

As a small business owner, no matter the industry, location or ownership (franchise vs. independent), there are many things you are expected to be an expert at  — one of which is social media. To successfully use social media, local business owners and managers are often required to be experts (something that is very difficult, seeing as you have a business to run!).

The good news?

LocalVox is always trying to find ways to make your life easier. Below you’ll find a collection of the top social media mistakes that small businesses make — and how you can avoid them.

If you read these mistakes and realize you are guilty of a few, don’t be upset! Social media is constantly evolving and so are the audiences who use it; your faux pas will most likely be forgotten once you hit your stride on social media. Not to mention the fact that the social media mistakes you made in the past can help you refine your strategy moving forward.

Mistake: One-way conversations

Many social media novices see networks as just another way to broadcast their sales promotions, products and services to customers. They don’t have two-way conversations that social media audiences are accustomed to, rather they replicate what would be a headline in an ad and speak at the customer.

Social media users don’t engage with businesses who speak at them, they engage with ones that have a conversation with them.

Solution: Go to the cocktail party

Social media gives you the opportunity to connect in real-time with potential consumers or current customers. If one of these people came up to you at your business you wouldn’t just talk to them about current sales and offerings, you would try to understand their needs so you can provide the best product and service for them. You should replicate this same mindset on social media.

Treat social networks as a cocktail party: connect with people in an easy-going manner where you talk more informally (and can subtly brag about your amazing business, too).

Mistake: Not posting consistently 

Posting and monitoring social networks when it comes across your mind, which could be daily, weekly or once a month.

Solution: Create a posting plan

As the social media manager for LocalVox, I can attest that if I didn’t have a schedule, our social media marketing would be a mess!

Creating a posting plan will keep you social accounts active, your business open to conversations with consumers and remind you to monitor your social accounts.

The easiest way to do this is with LocalVox Social (part of the LocalVox platform). In addition to letting you schedule social posts to all the major social networks, it also helps you monitor engagement and reviews in an easy-to-use “to-do” list — so you always know what needs to be tackled.

Not sure how often to post?

We have the best practices for small business to give you a place to start.

social media engagement times

Mistake: Not having a strategy for social media

Creating social media profiles without tactics or goals that support your larger marketing strategy.

Solution: Spend 15 minutes on a strategy

You know your small business should be on social media, great start!

The next step is to create a small social media strategy, which consists of:

  1. A mission
  2. Goals
  3. Tactics to fulfill your strategy

You already have an idea of what you want to accomplish on social media or you wouldn’t have created profiles at all. In just 15 minutes you can establish your mission, goals and tactics to create an actionable social media strategy. If you need extra guidance, check out our article How to Create a Social Media Strategy Template.

social media strategy

Mistake: Not responding kindly to negative reviews/posts

When negative reviews / posts show up about your business online, most people either choose to ignore them or respond with the same negativity and emotion as the original poster.

Solution: Create a review response guide

When negative comments are said about your small business it’s easy to react in kind, using that same emotion to defend your business as it was seemingly attacked with. However, negative emotion doesn’t help attract more people to your business in a good way — it simply triggers a ripple effect and increases the likelihood that others will share them.

While positive reviews are essential, customers actually trust businesses that have a few negative reviews more because it brings credibility to the reviews. After all, nobody’s perfect.

There is no winner if you choose to argue with the reviewer. Knowing how to handle negative reviews and posts before they occur is key. Reading negative comments with a rational mindset will help you respond in a respectful manner and minimize any damage that the reviewer has done.

We recommend our review response formula which walks through the actions you need to take to have a positive outcome from a negative review:

  1. Acknowledge the review and the feelings of the customer. Don’t be dismissive of their experience, but rather apologize for it.
  2. Ask to discuss things further away from the public eye (in email or on the phone).
  3. Resolve the case which may entail just apologizing or offering a reimbursement in some way (we don’t recommend this most of the time, but some cases it may be warranted).

yelp review response formula

Mistake: Ignoring hashtag trends

You don’t use any hashtags — or use them for everything — on of your social networks.

hashtag social media mistakes

Twitter, Facebook and other social media networks (except LinkedIn) use hashtags and keywords to compile thoughts on the same subject. If you’re confused about hashtags, think about them as the equivalent of a keyword search.

Hashtags trends are often linked to news and high-profile events. For instance, hashtags like #blacklivesmatter recently drew attention to questions of racism and police brutality in the United States. In 2014, the hashtag #WhyIStayed highlighted the reasons why women stayed in domestic abuse situations.

Never jump on a hashtag simply because it’s trending.

Solution: Do some (quick) hashtag research

Hashtags are used as a way to connect using certain terms on social networks like Twitter, Facebook, Instagram and Pinterest.

By not using hashtags, your business isn’t connecting with others on social media networks. Use too many hashtags and your social posts are labeled as spam and are difficult to read.

social media engagement through hashtags

But you don’t need to just know how to use hashtags, but which hashtags are appropriate to your message.

You may want to jump onto a trending hashtag (which is a great idea to gain more exposure), but if you don’t do a quick search to see what that topic is actually about, you could be directing the wrong type of attention to your business.

You need to be aware of hashtag trends and use them appropriately, as DiGiorno Pizza learned when it saw the hashtag #WhyIStayed trending and decided to use it to sell pizza. DiGiorno quickly realized their mistake and pulled down the tweet, but many people on social media still have a bad taste in their mouth (no pun intended) about the brand because they tried to make light of a serious issue.

digornio hashtag social media mistakedigornio apologizing for hashtag social media mistake

The social media mistakes that we’ve listed out are faux pas that any business — large or small — could make. All it takes are a few minor changes to your social media plan and your business will see a big impact in how your followers engage with you.

If your biggest “mistake” is writer’s block, download our Social Cheat Sheet for 14 social post ideas you can use over and over again on any social network!

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The post Social Media Mistakes to Avoid appeared first on LocalVox.

Source: LocalVox

Instagram for Business: Location is Key 0

Instagram—it’s a big deal for both consumers and brands. It’s the fastest growing social media network this year, increasing its active user base by 23% in just six months (Tech Crunch), and exceeding the growth rate of LinkedIn and Pinterest. The mobile photo sharing service now has over 400 million monthly active users (Instagram). Instagram… Continue reading

The post Instagram for Business: Location is Key appeared first on Vendasta Technologies.

Source: Vendasta