Articles written in November, 2012

November 27 2012

Take Control of Your Social Media Marketing

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It would seem the business community is not using their Facebook pages effectively – or at all. A new study by Recommend.ly, a social media analytics company, notes that two-thirds of business pages are inactive. Among those, 63.9% have no cover photo, 70% are updated zero times a month, and 83.4% have never participated in a conversation.

Is your Facebook business page among the wayward majority? If so, it’s time to get your social mojo back.

The best way to do this is to change your perspective.

Social media marketing does not have to be the oft-ignored elephant in the room. And you do not need to have a staff member 100% dedicated to social tasks in order to achieve success. All you have to do is designate someone to take the reins.

One way to do this is to rotate the responsibility. If you have a staff of twelve, for example, have each person take over social media marketing for a month. To maintain consistency, ask each person to submit a content calendar for approval beforehand.

Give your staff an idea of what should be on the calendar by taking the lead.

To start, take a look at what you’re already doing that may be relevant to your Facebook fans and Twitter followers. This includes:

  • Sales and promotions
  • Blog posts
  • New products or service lines

Then, beef up your calendar by adding:

  • Quick, engaging, educational information about your products or services
  • Relevant industry information
  • Links to other relevant topics of interest

Once you’ve got your calendar, schedule your posts with a free tool like HootSuite, or use the Facebook scheduler.

While tools like HootSuite are great for set-it-and-forget-it social media management, it’s important to remember that social media is about engagement. Make sure whoever is managing your social media efforts builds time into their calendars to check your page for fan posts. And, when a fan leaves a post, respond to it! They don’t call it social for nothing.

November 20 2012

How to Use LinkedIn for Business – MoreVisibility

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Since its launch in 2003, LinkedIn has become an invaluable resource for those on the job hunt, from recent graduates to professionals of any age. However, if you think that this social media platform is nothing more than a job board, you’re missing out on the largest professional network on the Internet (a pretty big space to dominate, if you ask us). With 187 million members around the world, including executives from all 2012 Fortune 500 companies, and 2.6 million companies with Company Pages, LinkedIn is no longer riding on the social media bandwagon. It’s driving the car. Read on to find out how your company can capitalize on its momentum.

  • Create a Company Page. If you already have a personal profile on LinkedIn, you know how useful the platform can be for networking. When you create a Company Page, it not only allows you to connect with existing colleagues, but it also allows you to promote your business to potential customers. To best leverage your Company Page, write compelling, keyword optimized copy for the “Overview” and “Services” tabs, which are opportunities to “sell” your brand and its service lines to potential customers. And don’t forget to include a call-to-action, such as directing customers to your company website for more information.
  • Participate in Group Discussions. Through your personal profile, you can join Groups and participate in discussions. This is the perfect opportunity to get involved in conversations about your industry – and to direct other participants to your company’s white papers, blog posts or articles related to the topic at hand. This “thought leadership” will reinforce your brand’s credibility as an industry expert.
  • Respond to Questions in LinkedIn “Answers.” Another way that you can build credibility for your brand on LinkedIn is by answering questions posted by other LinkedIn users. For example, if someone is thinking about switching auto insurance companies, and you work for an auto insurance agency, it’s the perfect opportunity to jump in and let them know about the auto insurance rate comparison tool on your company’s homepage or to offer to email them a quote directly.
  • Drive traffic to your website. This past July, LinkedIn released its new design, which, not surprisingly, looks strikingly similar to that of Facebook and Google+. There is also a lot of overlap in regard to the available features, such as wall posts that users can “Like,” “Comment” on or “Share.” These posts allow you to address timely news and events, promote a product or service line you offer or ask an engaging question to your audience.

Already have a Company Page? Contact MoreVisbility to maximize your efforts and create a more effective page that speaks to your target audience.

Posted in: LinkedIn

November 19 2012

Pinterest Announces Tools for Business

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In a nod to the many businesses that have taken up residence on the social sharing site, on Wednesday, Pinterest announced new tools for businesses. These “tools” include a separate login page for businesses – business.pinterest.com, and separate terms of service.

As on Twitter, brands can now verify their profiles, adding legitimacy to their Pinterest brand pages. To get started, brands with existing pages can convert their existing account to a business account via the business login. Brands without Pinterest accounts can join as a business.

Along with the rollout of their business pages comes logo and marketing guidelines, a list of brand best practices, and case studies highlighting Pinterest success stories from bands like Etsy and Jetsetter.

The case studies offer terrific examples of how businesses have leveraged the platform for their individual needs. For Etsy, using Pinterest was all about increasing brand awareness and improving sales for individual sellers. Jetsetter, meanwhile, was more concerned with taking part in a conversation with their target audience.

Both brands, it seems, were able to increase awareness and engagement. More importantly, their presence on the platform helped them determine which products resonated with their audience and which didn’t. Call it the democratization of merchandising.

If you’ve yet to start pinning, of if you’re not sure if Pinterest is right for your brand, read our primer on using Pinterest for business. But don’t miss Pinterest’s stellar best practice guide, which will help you make the most of your time investment by offering ideas for reaching the social network’s 26.7 million unique monthly visitors.

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