Social Media

Top Tips for Building Your Brand on Social Media

Top Tips for Building Your Brand on Social Media
By July 17, 2017 Social Media, Social Selling

Social Media marketing is a great way to reach new potential clients, and a recent marketing report shows that 72 percent of brands plan to invest more intensely in digital marketing in this year. Social media engagement is now seen as a legitimate way to build brand recognition, increase a loyal customer base and, ultimately, drive more sales. Of course building a good social media strategy for your brand isn’t as simple as setting up a Facebook page and adding the occasional picture or two. Here are some easy to follow top tips that will help you to build your brand on social media:

Choose the Right Platform

There are many different social media platforms, but they may not all be the right format for your specific brand. LinkedIn, for example, is the ideal platform if your business focuses on B2B sales, but would not be worth engagement if you are in a consumer-focused marketplace. Facebook is best for reaching the broadest possible client base, with estimates suggesting 75% of Americans now have a Facebook page. Pinterest and Instagram are great for visual based brands (a great example is for brands based in the fashion industry) but if you have no imagery to add then these might not be the right networks for you.

Assess each social media platform with your specific brand in mind, and only commit your time and energy to those platforms that you feel will add value to your brand and help it grow.

Be Honest

Honesty and integrity are essential to good social media strategy: you should never make claims on social media that you cannot back up and support with evidence. Whilst social media is a relatively informal media, it’s still essential that you adopt a professional attitude to your approach, and that you fact-check every piece of brand information you distribute to your customers via social media. You should also be sure to advise your customers if any of the images you use to promote your product have been edited, retouched, or modified in any way.  A good example of this is Olay Definity Eye Cream who, in 2009, retouched an image of a model in one of their anti-aging ads. The ad was banned by the The British advertising regulator ASA, and the company was forced to pay a hefty fine. It is for this reason that all businesses, particularly business that rely on advertising to drive customer engagement, are advised to secure a strong level of business insurance: to protect them from litigation, should a customer take exception to a claim made via social media advertising.

Ensure Your Content is Shareable

It isn’t enough to simply establish a social media presence for your brand: you also should deliver content that your customers will want to engage with. In most instances, this means that you should ensure your content is shareable: shared content is one of the best ways to increase your audience and boost your engagement numbers. The quality of your content is the single most important thing you should focus on if you want to build a reputable social media brand. Your content should be of the highest possible quality, and offer something unique to your customers that they cannot get from any other brand.

Working out what your specific customer is looking for may take a little trial and error: do they engage more with images or with written posts? Are they looking for humorous content or do they enjoy the opportunity to learn more about your brand? Your content should always support your brand (that is the whole objective of establishing a social media presence in the first place) so keep your brand identity at the forethought of your mind, and continue to assess your content until you establish what niche your brand’s social media presence best fills.

Don’t Forget the Link

Finally, don’t forget to include a link to your product or website either in the comments section or within the post itself.  This seems obviously, but it is something that many brands new to social media forget. If you don’t give your social media followers the opportunity to link back to your brand’s website then you won’t be able to convert increased social media engagement into increased sales!

5 Stupid Myths About B2B Social Selling

5 Stupid Myths About B2B Social Selling

In the classic movie “Used Cars,” cynical salespeople compete to see who can close a deal the fastest. Using a dollar bill on a fishing line to literally reel in a prospect, Kurt Russell greets one unsuspecting man with the infamous line, “So, can we write it up?” This hard sell approach bemused audiences in 1980 and now it seems like a quaint glimpse of a bygone era.

Today, enlightened marketers realize 90% of decision makers never respond to cold outreach, and as such, they’re dipping their toes into the realm of social selling, which has quickly become a source of myths and misunderstanding.

To help debunk these myths and get brands on the right path, we have created a social selling training program, partnered with Nimble’s founder Jon Ferrara on two recent podcast episodes AND an upcoming webinar on July 31 (click here to register), and addressed five of the most common social selling myths in the post below.

1. It Doesn’t Work for B2B

If you’re new to the notion of social selling, you might falsely conclude that B2B buyers aren’t on social media. The truth is that 75% of B2B buyers now use social channels to research vendors. That means three-quarters of your prospects are checking out your company on LinkedIn, learning more about your culture on Facebook, watching your most interesting videos on YouTube and even tracking your newsworthy content on Twitter.

2. It Isn’t Measurable

Given that roughly 14 people are involved in a B2B buying decision, measuring the impact of any single component of the marketing mix and the sales process is admittedly tough. Despite this hurdle, one study reported 54% of salespeople have tracked their social media usage back to sales, while another study noted salespeople who use social media exceed quota 23% more often than those who don’t. Add in sophisticated Account Based Marketing (ABM) tools, and social’s impact on your prospect’s journey is absolutely measurable.

3. It’s Impossible to Scale

B2B companies with hundreds, if not thousands, of prospects and an army of salespeople fear that social selling simply isn’t scalable. In truth, social selling can scale along with the growth of the sales force, assuming each salesperson is given a finite prospect list. Scaling is also helped by tools like Dynamic Signal’s VoiceStorm to help distribute content, Nimble’s social CRM platform to build prospect lists and DemandBase’s ABM system to track interactions.

4. It Drives Sales Instantly

Only seasoned social selling practitioners know that this relatively new approach is not instantaneous by design. In fact, social selling reflects the new reality that B2B buyers often spend up to nine months researching before they even contact a prospective vendor. Just like any other form of relationship building, social selling takes time, but the good news is that it is time well spent — 73% of salespeople who use social media as part of their sales process outperform their peers.

5. Your Sales Team Doesn’t Need Social Selling Training

If your sales force is predominantly made up of millennials, you might assume these digital natives know the ins and outs of social selling. Wrong again, Pokémon breath! According to one research study, approximately one in four sales reps feel they know how to use social for selling and the results did not vary much by age group. The reality is that given all of the tools and potential time sucks associated with social selling, sales force training is a must regardless of age.

13 Tips for Reporter Outreach on Twitter

13 Tips for Reporter Outreach on Twitter
By May 30, 2017 Social Media, Social Selling

Twitter is an invaluable tool when it comes to marketing your brand. Being able to instantly connect with the world is a powerful thing, and it’s extremely helpful when it comes to business. As most major businesses are using Twitter in some form or fashion, it can be a great tool to use to reach out to reporters. Read more ›

3 Most Effective Content Marketing Tips for SMBs

3 Most Effective Content Marketing Tips for SMBs

This seems to be a tricky time for marketers. Consumers are avoiding all forms of advertisements. In fact, about 615 million people have installed ad-blocking software worldwide by the end of 2016. So if you want to spread the message about your brand, you need to leverage something more useful and insightful. Enter content marketing! Read more ›

7 Pro Tips to Building a Sales Funnel

7 Pro Tips to Building a Sales Funnel

The success of a business stands on its sales strategies. Without proper planning, long-term prosperity is hard to maintain. This is where the importance of your sales funnel comes to the front of the line.

Now, what is it? Simply put, a sales funnel or sales process is the planned strategy narrowed and tested by analytical sorting for converting business leads into paying customers. Read more ›

SEO Strategies That Are Definitely Relevant in 2017

SEO Strategies That Are Definitely Relevant in 2017

SEO is a trendy topic for a few years now. If people to find you throughout search engines, your search engine optimization tactics must be effective and productive. You see, Google, the giant search engine that controls most of the search results has a very complex system of algorithms. Read more ›