Influencer Marketing – What you need to know

Episode 10 of the Social Day podcast is now live, we talk with Philip Brown, Head of Influencer Marketing at Come Round, a digital marketing agency.

Philip talks us through what his definition of Influencer marketing is, who makes and influencer and how SME’s can use them as part of a digital marketing campaign. We also talk about how you should measure results (some good tips for Instagram marketing and some tools for measuring reach)

We discuss how you should find influencers and approach them, what you should be looking out for during those first conversations with influencers who are working with your brand.

We really enjoyed talking to Philip, we first noticed his posts on LinkedIn, he is worth connecting with or following, he writes some great objective articles which are always balanced and well thought out.

How do you stay current in a digital age? – Qasim Majid unplugged Interview

How do you stay current in a digital age?

Last week we drove all the way to Birmingham to speak to a business owner that has really shown how to keep up with the pace of change. Our latest unplugged took us to the WOW Zone offices to meet with CEO Qasim Majid

Qasim talks about how WOW zone came to exist, what the issues and challenges that needed to be overcome and how a business stays relevant in the digital marketplace for 14 years. Loads of great advice for SMEs here on what you should be doing and what you should avoid.
You may notice some interruption during from our baby daughter who also enjoyed the fuss from the team in the WOW zone HQ and the stuffed gorilla.

For our Birmingham Social Day event on 27th April, Qasim will be covering strategy, and after 14 years building up WOW zone and his other businesses you should be following Cas and the team.

To see Cas and the rest of the Birmingham speaker line up check out this link

Quick Tips To Improve Your Digital Presence

It is no secret that the future is digital, however so many businesses are still behind online. In this blog I’m going to give you some quick tips to help you improve your online presence.

Have a good website

A good website doesn’t have to be expensive. Sometimes all you need is a simple website unless you’re selling online, and you must make sure that it is kept up to date. Make sure you out relevant images on your website and if you don’t have any photos of your own, find great stock images on Pexels, Pixabay and Unsplash.

Consider starting a blog on your website as this can help grow your traffic. Try to blog up to three times a week, but once a week is enough. This can can give help get links back to your website and can improve your Search Engine ranking,

Don’t spread yourself thin

Start small on Social Media and make sure you can handle one platform well. Unless you have a team or dedicated social media marketer create content for each platform, it’s best to keep to one or two platforms.

Reply to comments and questions

Many small businesses tend to forget or overlook comments or replies to their posts, which is completely the wrong thing to do!  Each time you reply to or like a comment (I’m getting scientific here!), a small shot of dopamine is released into the brain and the person experiences a feeling of euphoria, in similar ways to nicotine. People love it when brands mention them!

Unless a comment is spam, you should at least acknowledge it with a like. Make sure to set out times to reply to all comments and questions, and spread these out throughout the day. This keeps your profiles looking active. If you don’t have enough time for this, consider hiring a social media manager,

Sometimes, you will get disgruntled customers commenting on your picture, but don’t fret! Instead, try to resolve their issue. Try getting them to contact you privately and if they don’t, always act in a professional manner.

Schedule posts

Simetimes, we just don’t have time to post every day. We forget and our pages go stagnant. There is a way around this. We love Buffer as a scheduling tool, it’s super simple to use and is free for up to three profiles! There are other options available like Hootsuite and Meet Edgar. On each of these you can input RSS feeds of your own and your favourite blogs and schedule rhem to go out at the best times for your business!

Top tip: install the relevant toolbars for your desktop and mobile browser so you can schedule things quickly as you read them! 

Avoid tacky images

Social Media is very visual, images, videos and GIFs work very well. If you’re not a confident designer, websites like Canva can be really helpful for creating stunning content. Also, there are mobile apps like WordSwag and Typorama – just have a search on the App Store. Avoid using the cheesy stock images that are available, there are some beautiful ones too!

Keep the images you create consistent with your brand guidelines by using the right colours and fonts, and include your logo where possible. Make sure you have images that are the correct size for the platform.

Pin important announcements

On Twitter and Facebook, you can pin your important posts to the top of your profile. This means that everyone who visits your profile will see that post. This is a great way to get more eyeballs on certain pieces of content, advertising a competition and for company announcements.

Be a human!

The most important thing for you to do is be a human. Don’t talk like a robot or excessively use stock images, show off the real thing too. Your audience can tell the difference.

Write your posts in a way that matches your brands voice, how you would talk to your customer face to face. Social Media is all about conversations.

AM Marketing talks to Social Day about digital marketing

Amy McManus owner of Kent Marketing and PR Business of the Year 2015, AM Marketing talks to us about digital marketing:

Amy thanks for talking with us, let’s start with what got you into digital marketing?
I used to work in marketing on the retail / promotions side and did a lot of new product launches for companies such as Holland and Barrett, Amazon and Harrods. Digital was really growing at this stage and I could see huge potential for the future. Digital has amazing targeting options and an incredible ability to measure return on investment. As a marketing professional, making my campaigns financially viable for my clients was key. When I first went solo as a marketing consultant, it was clear that digital marketing was a black art and I met a lot of clients that had been burnt by contracts they didn’t understand. I trained and became Google to offer my clients an additional service, but it quickly became the largest part of the business. Today we are a Google Partner agency. 🙂

What are the biggest challenges you face at the moment in trying to get value for your clients?
As with traditional forms of marketing, it’s the ability to get results with smaller budgets. I work with a lot of charities and small local businesses who often don’t have any marketing budget. It’s our job to make sure that whatever they spend on marketing, they make it back and then some. It is someone’s hard-earned money or charity donations from supporters, so it is really important to us. We treat it as though it is coming out of our own pocket. We therefore have to make sure that the marketing activities we recommend are the right option. This is why I introduced our 3 month probation period for all of our clients. If they do not see results after 3 months, they can cancel the contract. No fees or bad blood. It’s just to show our clients that we are as serious about helping their business as they are. It has to be financially viable for them and they have to be comfortable; that’s what we’re here for!

Which of the platforms do you prefer to work with? And why?
As a Google Partner, we’re specialists in Adwords,YouTube and Google Display Network platforms. My favourite platform is YouTube as you can get really creative with it. I get to use a lot of local freelancers and artists for videos, voice overs, music etc. and the finished result is always really fab to see. We also get great engagement with YouTube and can target advertising really precisely.
In terms of the classic social media platforms, I love Instagram. I like the fact that everyone has the same size space to work with so you’ve got to get creative! Photography is a big hobby of mine, so I love looking at people’s work, a lot of which is just on a mobile phone. Amazing what people can create on their phones nowadays.

What opportunities do you see in the emerging networks such as snapchat or the broadcast platforms such as periscope?
More brands are coming round to these platforms and realising the power live content has for your marketing. Broadcast platforms such as Periscope and Meerkat etc. allow companies to finally show a side of themselves that pre-produced materials and signed-off content never could. I’m a big believer in the power of ‘humanising’ your brand and live content allows this to a level never seen before. It gives the customer a reason to engage there and then, ‘be there or be square.’ It’s like having a VIP ticket to access all areas. The brand just has to make sure that it’s worth the customers’ effort!
Snapchat is a great way to target younger individuals (around 50% of users are aged 18-24). Due to the time constraint, again it encourages people to ‘be there or be square.’ If you’re not engaged, you may miss out on a deal, important information or the latest news.
We’re completely smothered by content and advertising every day, so live and time-restrictive content is going to make a huge impact.

What’s the most impressive digital campaign you have seen? (does not need to be one you worked on)
Aside for our own stuff… 😉
I like clever campaigns that aren’t necessarily massive, but make me sit up and take note.
Marmite ran a Christmas campaign on Facebook in November / December 2015 called Naughty or Nice. The idea behind it was to purchase personalised Marmite jars for your friends and family. If they were nice and loved Marmite, you personalised a ‘Nice’ jar for them. If they were naughty and hated Marmite, you bought the ‘Naughty’ jar. The advertising and purchase was exclusive to Facebook. It was a really great play on the classic ‘Love It or hate It’ campaign that we all know and love, but with seasonal focus for Christmas. I bought 5 jars…If you can market to a marketeer then you deserve the sale. 😀

If you were starting out all over again what advice would you give yourself?
1) You’ll be fine; it’s going to go well.
2) Don’t worry so much.
3) Take a step back and remember to enjoy your achievements.

Any pet hates or practices you see which drive you mad?
They all rest on the premises of fairness and honesty.
1) When people use confusing jargon as a sales technique. Scaring people into a contract is not on!
2) Promising results that cannot be achieved and a miss-management of expectations.
3) I also have a pet hate for long links left Facebook posts…messy!
4) Finally, when people ask for shares to enter a competition. It’s against Facebook terms and conditions, but people do it anyway!

Amy is holding a YouTube marketing workshop at social day on the 23rd March in London.

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