How to Make Sure Your Marketing Idea Doesn’t Suck

If you’ve clicked through to this post, you’re probably a visionary – looking to take your business to the next level or potentially start a new venture with some fresh marketing ideas.

This is a really exciting time. There is so much to think about and the anticipation is building, emotions are running high and you are riding the wave to move things forward. At this time, it is so hard, yet so integral to stop and take a moment to take a step outside your business and assess the direction you are heading in with an objective set of eyes.

If you’re anything like me, you will know that just because you get an impulsive idea and you have the passion and drive to take it to market, being hasty and taking some time to think about the pro’s and con’s can certainly pay off.

In other words – not every idea you have is going to be a good one and it would be unrealistic to think otherwise. 

I have worked with a lot of businesses, varying in sizes, across lots of different industries and a common struggle is deciding on the best approach to take moving forward. A lot of the time, the decision-making process is quick and made without too much assessment which is a problem because too often I see businesses investing so much without return.

I use ICE Scores to help identify what lies ahead if we were to take a particular direction. I like this approach because it’s quick and dirty and can be applied to both marketing practices and business ideas in general, in any industry.

What is ICE?

Whether it’s testing out a new marketing channel or launching a new product, ICE can be used as a set of criteria to test the viability of your idea. Developed by Growth Hacker Sean Ellis, it’s simply three questions that require a score out of ten, with ten being the highest.

Here are the questions:

  • What will the impact be if this works?
  • How confident am I that this will work?
  • How much time/money/effort is required?

Let’s test it out.

We are a real estate agency, Rumble Estate Agents. At this morning’s meeting, one of the team members suggests looking into marketing on ‘shopper dockets’, the ads on the back of receipts from stores like Coles and Woolworths.

Without any other information about this business, let’s apply the ICE scores:

Impact Score: 1

The impact is low because it’s on a disposable piece of paper, crowded with multiple advertisements all screaming for attention. It would be difficult to cut through the noise without an offer.

Confidence Score: 1

This channel lends itself to urgent and essential or impulse purchases, not high involvement purchases like selling or buying a house. Think ‘2 for 1 pizza’s’ and ‘50% off dry-cleaning’.

Effort Score: 3

The effort involved would also be low but would involve more of a time investment, liaising with a graphic designer to develop the creative for the ad.

After looking at the numbers, it seems like Rumble Estate Agents should move on to another idea.

If you are a Real Estate Agent looking for marketing ideas, I’ve shared a few here.

Who else uses ICE Scores?

ICE Scoring is a widely used concept around the world. Airbnb used ICE scoring to identify if they should integrate with Craigslist in the US. They were confident in the idea because they had the team members to pull it off and the site was already getting the traffic, however, it would require a high amount of effort to build the integration. They ended up going with the idea because they knew it would have a high impact and they were confident they could do it – and they did successfully.

Airbnb is just one name on a list of thousands of companies around the world that use this process to drive growth.

We use ICE Scoring a lot, as well as many other frameworks to help businesses take a more strategic approach to their marketing.

Contact me via emily@rumblesocial.com.au if you think I can help you.

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3 Questions to Ask Yourself Before Diving Into the New Instagram Re-targeting Through Facebook Ads Manager

If Apple stores have taught us anything, it’s that humans tend to be attracted to that new shiny thing. Digital marketing trends have been no different for business owners, wanting to be the first to test drive a new functionality and remain competitive. Facebook and Instagram, along with other social platforms dangle ‘carrots’ in front of us and use behavioural marketing to entice us with the FOMO (fear of missing out). Smart business owners will see through these tactics and will approach new functionalities like this not with caution but with purpose. They will take their time, plan a strategy and understand this new tool before they jump straight into it. At the end of the day, Facebook just like any other business is operating to make a profit and just because something is available doesn’t mean it’s going to fit within your larger marketing strategy.

Ask yourself the following questions before stepping into the unknown territory of Instagram re-marketing.

Have you converted your Instagram profile to a business page?

This is important because unless you have converted your personal profile into a business account, you will not have access to this function. Many of the people I have spoken to that have avoided switching to a business profile have done so because they believe it will have a negative impact on their reach. Not only does a business account give you more credibility, the functionality is increasing on Instagram business accounts and if you don’t switch, you won’t have access to same level of tools that your competitors have access to. Converting your account is really easy, simply go to settings in Instagram and click ‘Switch to a business account’, and then you’re set!

If you’re looking for other ways to add credibility to your business, I recommend taking look at my blog post, taking you through the steps of verifying your Facebook page.

How relevant is my audience on Instagram?

When buying followers was all the rage, did you get sucked in to THAT shiny new ‘quick fix’? If you did then targeting those who have liked your page is probably a tactic to avoid if you’re looking for the most effective way to spend your marketing budget. Even if you haven’t bought any followers, you should still sift through your followers and take a look at who the majority of your followers are, where they are located and decide if they are a potential market that your business could connect with further than just a like on Instagram. How many followers do you have?

If you did purchase followers and are curious to see what a Click Farm looks like, click here.

Are the people who like my posts the people I want to connect with?

Do your hash tags include words like ‘#fun’, ‘#smile’ or ‘#beautiful’? If you use these phrases, you are more likely to attract a higher number of ‘likes’ however, there is a much higher chance that that engagement is wasted on Instagram users that have no relevance to you. Take a look at your last Instagram post and identify the percentage of likes that have come from people you would consider customers or potential businesses or influencers you would like to partner with. This will help you decide if these profiles are connections your business could leverage.

 

Bonus tip: If you have a new page, build it up before using it to re-target to maximize the benefit.

 

 

Strategic Digital Marketing for Real Estate Agents

Recently I have had the pleasure of working with a couple of agents in the booming property market of Newcastle. Since, I have come to realise two things. The traditional selling techniques of agencies are becoming less relevant to customers and competition is heating up. I say this as I open up my recycling bin to find it overflowing with various real estate marketing collateral that has been clogging up my mailbox. Each one looks like the other and none are going to make me pick up the phone. Instead, if I was in the market to sell, I might head over to a website and review the testimonials after receiving marketing material, making digital marketing in real estate more essential than ever.

As I mentioned in a recent blog post, buyers and sellers are changing, they are becoming independent, competitive and more desensitized than ever. It is increasingly important for sales agents to be constantly be searching for the best way to connect with their market. Often there is a disconnect between the marketing and sales teams in the real estate industry. When working in harmony, marketing efforts should produce warm, qualified marketing leads for the sales team to convert.

I think the catalyst that is needed to stand out is quite simply a mindset shift. Agents could be investing more heavily in inbound, digital assets and marketing rather than pushing out these messages via a channel that is expensive but not targeted or measurable, and often not a part of a larger campaign. The following points are ways that agencies can further improve their digital presence to complement their current marketing and sales activities.

Sell more intelligently on social

Social media is exactly that – a way to connect on a social level. I have never been to a page with a large following that just pushes out content selling themselves. Agents can’t just sell properties, they need to engage and find a relevant connection with buyers by offering relevant and educational content.

Give your content purpose on social. Take an outside-in approach – what does your client or buyer want from your presence? When we work with clients, we map out the buyer’s journey to improve and add value to the entire experience. This helps us determine where it’s needed most. Other than the selling process, how can you as an agency add value to their experience? Develop a strategy to answer these questions and bring purpose to your presence. Explore content that demonstrates value rather than sell it.

 

Use social advertising

More and more agents are adopting social advertising, but few are using it to its full potential. Research suggests the average buyer will take 30-60 days to search for a property prior to making an offer. Within this time they will be using specific criteria and view multiple properties that are likely to have some similarities. Agents can use this information to re-target potential buyers with properties they ‘recommend’ and strike while the iron is hot. This tactic is commonly used in digital marketing and in a high involvement purchase like property, re-targeting can play a crucial role.

Using various targeting techniques to grow your social audience and distribution lists is another great way to use social advertising. This will capture the interest of passive and active buyers and proves to be a great awareness exercise.

 

Personalise the experience

Above I introduced the idea of ‘passive’ and ‘active’ buyers. If you’re an agent you will be well aware of the difference but are you marketing to these buyers differently? They are in a different stage of the buyer’s journey so you should be. A way to target specific markets whether that be active, passive or with particular interests, is through segmentation. This will allow you to personalize the experience depending on the user’s last action. For example, you may send out an email inviting people to a workshop, some click through for more information, some don’t open the email and others open the email but don’t click further. Specific messages can be generated through automation to either provide more information to those who opened the email and didn’t click through or didn’t open the email to entice them further and remind them of the information. This can be referred to as a nurturing campaign and I consider it to be an essential strategy for any agent.

 

Take the time to better understand your audience

A major set back to achieving what I have mentioned above is a lack of understanding about your buyers and sellers in the first place. Get stuck into the data from social platforms, website, email campaigns and other digital assets and let it tell a story about your customer. Agents can have access to this sort of data and use it to better align their sales messages. The insights gained from this data are invaluable and a key ingredient missing from most agencies marketing efforts. How did the buyers that registered their interest find your listing? Perhaps it was on Domain.com.au but how did they get there? Did they search for it via Google or did they see the listing you shared on social media? Understanding attribution will allow your agency to develop more effective campaigns and ensures you are present where you need to be, maximising the marketing budget.

While digital marketing won’t make the sales process redundant, it should be used to complement it and assist the well informed buyers and sellers of today through the funnel. Utilising these tactics will not only improve and help automate your agent’s processes, it will also leave the agents to do what they do best – support their clients through potentially the most important investment of their life.

 

To learn more about how we can help those in the Real Estate Industry, click here.

 

How to Market Your Company to the Growing Market that Most Completely Miss

Not too long ago, there was an article circulating around my LinkedIn feed, identifying Millennials as lazy, technology abusers who had little appreciation for hard work in comparison to Baby Boomers and Gen X. Bewildered by this misrepresentation of the entire generation, I undertook a quick Google search finding out that that is is a common stereotype that needs to be further understood, particularly by businesses. If businesses are using this representation to base around their marketing and hiring their people, they will be disappointed by the results.

According to researchers Neil Howe and William Strauss – Gen Y is a thing of the past. That generation has now been modified and classed as Millennials in case you missed it. So, what is a Millennial? According the The Atlantic, the indefinite answer is that they are the population who were born between the years of 1982 and 2004.

Why do I think Millennials are the untapped market for most businesses?

In 2015, Millennials made up the majority of the workforce of the US – boasting 35% with Gen X and Baby Boomers each only providing 31%. There is a growing number of Millennials and research shows that they will live longer. They are here, and are here to stay.

Stereotypes lead people to believe Millennials are ‘young’ and in comparison they might be, but aren’t as young as you might think. The oldest Millennials are around 39 – they are getting married, having children, buying homes and are major reference groups for their aging parents and grandparents. The youngest are around 16 years old, working, learning to drive and making purchase decisions.

Millennials are here to stay. What does this mean for business? This market is the generation of the present and of the future and are your present and future clients and customers. To ensure the longevity of an enterprise, managers and executives must consider what this market wants and how they can best provide it.

How Can Your Business Connect with Millennials?

To understand how to connect to them, it’s important to first understand why they connect.

Social Responsibility

Why?

Millenials have had the luxury and the annoyance of accessing news and information at their fingertips for some time now. They have grown up being more aware than other generations about the problems facing the world and have been educated, knowing that they have a responsibility to induce change if they want to see it happen. They want to connect with business they trust, and those they trust are those who have a genuine interest in the well-being of others. Engaging with such businesses allows customers to feel safe and like they are contributing for the better. They will align themselves with those businesses who share their values. Trust is the currency of Millennials and social responsibility builds trust between a business and a consumer.

How?

Put this into perspective. The average working day is 8 hours long. If one of your employees was to take one day per month off to volunteer their time to charity or a cause they felt passionate about, they would only have to come in to work half an hour early each day to make up this time. Millennials respond to purpose driven decisions, not ‘just because’ actions.

See Value of the Experience

Why?

Millennials don’t purchase a product, they purchase an experience, they evaluate the service they receive as much as they evaluate the product. Millennials have grown up having in their possession an abundance of ‘things’. Whether that be food, technology, clothes – their parents have wanted everything for their children and it has been accessible. That has meant they have been immersed in consumption. Millennials have a need to consume and that has now gone beyond the mere product or service – they expect to consume more.

How?

This means creating both an experience in the discovery and lead up to product purchase, as well as through consumption, into the evaluation stage. The satisfaction of Millennials is not black and white, they critically analyse a multitude of variables and they have high expectations. Tactful channel strategy is the only approach in which you can use to succeed, allowing you to provide exactly what they want, at the right time.

Embrace the Sharing Economy

Why?

Give and take takes on an entirely new meaning when marketing to Millennials. They don’t expect something for nothing, they are willing to pay a price and as mentioned before, trust is their currency. They will share resources and knowledge for the same in return, but still understand business. ‘Old School’ values still apply in this generation; they are just a bit more tactful about it. Use is more valuable than ownership. They have enough ‘stuff’ having ‘stuff’ is no longer deemed as high a priority as possessions were in generations before.

How?

Provide them with information. Provide them with an experience. Provide Millennials with a connection. They want to be free to make decisions and use as they please, empower them with the resources to be able to do that. Introducing groups and being able to share resources among community members will drive this. It may be a networking group, an online course, it may be a community garden, it may be a co-working space – the solution will be different for every business but collaboration is key.

Be a Transparent Business

Why?

By this I mean, have answers to questions. Millennials have been bought up and educated to critically analyse decisions, question authority and the media to the find the truth. Millennials are information hungry and they need information to make an informed decision. Without it, they simply won’t purchase.

How?

Answer their questions before they are asked. Millennials want to understand your business, and feel like they are a part of it. They will do this by getting to know your people. A face exposes years of experience, don’t hide behind a logo. Be accessible with direct phone numbers to people to provide a personalized service. Ensure your employees are on social media – connect with clients and customers where appropriate and build loyalty through a relationship. You can’t just talk the talk, you must walk the walk because Millenials will see through the insincerity.

There are some amazing examples of businesses marketing themselves to Millennials at the moment, including P&O. The quite traditional cruiser liner company has adopted many of the above tactics in the past however just today it was announced that they have aligned themselves with startup and social beer enterprise The Good Beer Co, in support of the Great Barrier Reef’s conservation. P&O offer The Good Beer Co brews on board each of their ships and half the profits go towards supporting the Australian Marine and Conservation society. Read more about it here.

4 Common Reasons Why Your Social Media Efforts Aren’t Getting Results

Social media is a time investment and time is money. Spending resources maintaining a presence online is an ongoing task but it can be quite beneficial, particularly for small business. It’s so easy to put in a lot of hours and hard work to get your platform working for you but what happens if your hard work isn’t paying off? You can do everything right – source great content, post consistently, respond where appropriate, but what if you just aren’t getting the reach, engagement or ROI you were hoping for?

The last few years have seen enormous changes on platforms – from advertising and the algorithm introduction to live video and simply the introduction of page fans. The following tips should identify some places to start looking for weak spots so you can turn these weaknesses into opportunities to get social working for you again.

Weak Spot 1: A Lack of Marketing Integration

If you have a special running, you will promote it to gain customers. If you have a competition running, you promote it to gain entrants. If you have social media channels, you should be promoting them to gain an audience. Just being on the social channels isn’t enough, your business needs to direct people to where they want them to be.

Your marketing channels work in synergy with one another, each channel should ideally prompt a consumer to another action, assisting them through a funnel and towards a conversion. If you have identified Social Media as a part of your sales funnel and are investing resources in running it, it makes sense that you’re directing people to provide them with the information they need to make an informed purchase decision.

Some great ways to integrate Social Media into your marketing process:

Offline – include on flyers, business cards, brick and mortar stores, OOH media, any promotional material and any advertisements run either on signage, radio or TV.

Online – Include your social handles on your email signature, the header of your website and cross promote on your other social platforms.

Weak Spot 2: Your Content Sucks

Think about what you’re posting. Does it reflect your brand’s values? Does it resonate with your audience? Every time you post something, your brand’s credibility is on the line. Make your posts count!

Give your audience something of value, show that you understand them and how your brand can assist in some way. Everyone loves a cute dog photo but it means that you’re missing an opportunity to demonstrate your value to your customers in most instances. Share content from both your site and others to prove your credibility and professionalism while still supporting the community and don’t forget to include a call to action.

Weak Spot 3: ‘Social Media is Free Advertising’ Mindset

Facebook launched Page Fans in 2007, allowing businesses, public figures and organisations to create a ‘profile’ for themselves for the first time. Marketers were over the moon – they had the ability to market their organisation, club or business for free and it would reach every single person who had expressed an interest. Fast forward five years to 2012 where there was a noticeable shift in organic reach, page admins noticing a decline to just 16% of page fans on average. A study from Social Bakers shows that between the period of February 2012 and March 2014, there was a steep decline in the organic reach of all pages – from 16% to just 6.5% on average.

What does all this mean? You have people who have expressed an interest in your brand but have not yet been interested enough to hand over their contact details to you. This is the perfect time for you to prove your worth and demonstrate your value however due to Facebook’s organic reach limitations, you can’t. How do you overcome this? With paid advertising.

Paid advertising can be really overwhelming but it’s such a powerful tool. With so many options, it’s a very cost effective way to reach leads for your business.

Week Spot 4: You’re Taking but You’re not Giving

Showing support to those who have supported you is an important part of building a community. This is the ‘networking’ element of social networking that often business forget about! Has someone shown your business support? Support them back by returning the favour by liking or engaging with the page or post in some way.

Some users ask for people and businesses to share their page to show support. Don’t feel obliged to do so if it doesn’t support the values of your brand. Your brand and the messages it delivers to your audience should be your first priority and considered in every action you take. By sharing content from someone else, your brand is endorsing them, indicating that you have a strong belief that this person is great to do business with or show support for. Your audience will also believe that you think this information is relevant to them and if it’s not, you run the risk of losing page fans – your audience.

I have recently been asked by an electrician what is the best way for him to market himself on social media. My advice was to build relationships and get involved with people you want to be involved with, whether that be potential customers, influencers within your industry or potential referral partners. Social media is about connecting but to do that, the support has go both ways.

The Non-Tax related EOFY Checklist for Small Business

As we approach the end of financial year, tax is at the top of everyone’s mind. It’s a great time to discuss with your accountant changes your business may go through in the future and I’m sure they will give you advice on how to plan for the coming financial year. While these discussions are taking place, it can be beneficial to assess how your marketing efforts have impacted your results and how this has bought you closer to your business goals. Use this time to reflect on where your marketing has taken your business and determine the path you want it to follow in the future.

1. Compare

Compare the financial performance of the business with the previous year and assess the contribution of your various channels. Comparing the analytics and insights from digital channels will help to determine where your resources have been spent and what got the most bang for buck. When comparing, it’s important to take into consideration the customer journey, and not just the last click that bought the user to a conversion.

Take a look at how your competitors are marketing. What channels do they use and why do they use them? It’s easy to get bogged down in what your competitors are doing, just keep in mind that you want to differentiate yourself from them and not just mimic what they do. One way to do this is to take a look at other industries that have similar customers to see how they are reaching them. A graphic designer operating in the B2B environment may have similar clients to a business insurance broker or a workplace training provider. How do they reach their customers and what response to they get? I like looking at other industries because they make me look outside of my marketing bubble and I gain new perspective.

2. Budget

Once you know what has worked and what hasn’t, it’s easier to allocate resources accordingly. Know how much you have to work with and how much you want to contribute to campaigns so you can allocate an appropriate amount to the campaigns that deliver the highest ROI. It may sound simple but there are so many businesses that have an ‘ad-hoc’ approach to their budgeting and this ends up costing them more that it could have. While determining the cost of channels and the advertising itself is important, take into consideration the man hours it will take to execute the tasks. There are so many agencies, specialists and freelancers accessible all around the world making some tasks more cost effective if they were outsourced.

3. Plan

This is where the specifics come in. Where do you want your business to be in the next 1, 3 and 5 years? How are you going to get there? Create steps to make your vision happen. One step should compliment another so while an annual marketing plan is a necessity for any business, don’t forget about the big picture of your organization and make sure your actions support the mission statement.

How-To: Improve SEO and Verify Your Facebook Page

With so many changes happening across all platforms, it’s often hard to keep up! We all know Facebook is a great platform to reach a variety of users but there are some behind the scenes stuff that can really benefit your presence – both on Facebook and in search engine results. I have found that Facebook’s direct advice isn’t so straightforward when it comes to explaining how to verify your Facebook page.

Proving your identity as the owner of the page can give your page authenticity and authority, helping Facebook to identify spam accounts. This information could be passed to search engines where robots will identify the affiliation with your Facebook page and website. Once verified, others will be able to identify your page as verified by the small grey tick next to your Page’s name.

Seem a bit too tricky? It’s really not and I encourage more businesses to do it by following these steps.

Before beginning this process, you need to identify if your page is eligible for verification. If your Page’s category is Local Business or Company & Organisation – your page is eligible. Sports people, celebrities, government agencies and public figures have a similar process to verify which can be found here.

If it turns out you’re not eligible or you are unsure about your category, you can follow these steps provided by Facebook for more information if you wish to amend or check your Page’s category.

Step 1

Once you are sure you are eligible, click the settings tab on your Page.

Step 2

Click ‘Edit’ on the Page Verification tab. You will note on the screen below that it shows that the page isn’t yet verified.

Step 3

Click the link as shown below.

Step 4

Input the phone number listed on your Facebook site. If you don’t have one, use the one listed on your website.

Step 5

Input this number but before pressing ‘call now’ make sure you are by the phone, ready to answer the call. Facebook will immediately call you and provide you with a four digit number that you can input into the next screen.

Step 6

Success! Your page is verified – wasn’t that easy!?

You can double check this on your Page but noting the grey tick beside your name.

How Video Can Contribute to Your Social Strategy

As our use of social media matures, businesses are looking at new and exciting ways to engage with their audience. Over the past few years we have watched various platforms lend themselves to video sharing. While some are offering video as their bespoke functionality, others have diversified their offering, incorporating this element into their platform sharing options. With the rise of video sharing across all platforms, it’s important for businesses to know how they can best utilize the services available to them.

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Engagement Benefits

The news feed is a noisy place to be on any platform. Having so much information at your fingertips, consumers have to pick and choose what content is most valuable to them in the time frame that they have available. According to Techcrunch – between April 2015 and November 2015, the amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion. This stat indicates that social users are becoming more likely to view video’s when consuming content on social media.

It has been a long known fact that images attract better post engagement on social, whether that be on twitter, Facebook or even Instagram however, still images and photography are limited in the demonstration they provide. Video’s on the other hand can engage a social user while still being able to convey a specific message through speech, music and dynamic images and photography.

Capturing the interest of a user and then making concepts easy for an audience to understand is how to increase engagement and drive them towards a call to action. This is often the first step towards a conversion and a great way connect with your audience. Using information that is relevant, for example, an announcement, how-to or even an explainer video, any industry can use video to connect with their audience.

Live Streaming

You may have heard the term ‘Live Streaming’ being thrown around without actually knowing the difference between video and live streaming. The difference is really simple – Live Streaming is video content that is published as it is being recorded as opposed to video content that can be pre-recorded and then uploaded or shared on a platform. Users on Periscope can record something through the app, on the spot and that will ‘Live Stream’ to their followers. You can see the comments from others viewing your live stream as you record. Facebook has recently introduced live streaming as a way to compete with the other emerging video platforms. There have been rumors speculating Facebook is set to provide a stand alone video platform quite similar to Youtube in the near future. Thus, Facebook gives precedence to video content, particularly if it has been live streamed from their platform to encourage people’s use of Facebook. I encourage businesses to utilize Live Streaming well to help overcome Facebook’s ever challenging post reach predicament.

One way to reach an audience via a personable voice is through live streaming. Giving your users a taste of ‘behind the scenes’ or  information ‘straight from the horses mouth’ makes them feel like a VIP and provides them with a memorable experience, which is something worth talking about. The instantaneous nature of the function means that smaller businesses can compete with larger companies when posting content. The video is restricted in manipulation with sophisticated video software making it a great tool for small businesses to harness. Personally, I’ve seen great results from Live Streaming on Facebook. You can check out a video I streamed live here. For many businesses, Periscope will be a great option – particularly for location based services with a strong twitter following.

Key Takeaways

People love the anticipation and storytelling that comes with video. Your business can leverage this on social media to increase engagement rates and build conversion rates.

Platforms want user generated content to make up a large part of their platform. First hand experiences, well explained content and behind the scenes access are factors that build an audience and this can all be produced easily through the video medium.

The little guys can compete with the bigger guys through live streaming. Being relevant and personable are two key capabilities that social media can bring to your brand. Live Streaming is a free and easy way to communicate and the larger brands only have access to the same facilities as you making it a level playing field.

Where would we be without social video content?

Well if it wasn’t for Tasty, I for one wouldn’t know how to make an awesome Slow Roasted Honey Glazed Pork, that’s for sure!

Get Inspired with Marketing Podcasts

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Podcasts are an easy way to learn about new topics that are of interest to you. With so many experts willing to share their expertise for free, why not take advantage of their skills and use this insight to support your business! Whether you’re marketing your business yourself or you’re outsourcing these activities, these podcasts are a great resource for small business owners to gain understanding of where their time and resources are best invested.

➡️Social Media Examiner Show Podcast
Designed for business owners and marketers, this is a great resource to keep updated with trending topics in relation to social media platforms. They host some industry legends who excel in this space and pass on a lot of wisdom.

➡️ Marketing with Vino Podcast
Even though Quintin and Gaby have produced only 12 podcasts, you will find hidden gems within each one. Coming from digital marketing and business coaching backgrounds, their relationship provides a great balance of marketing, general professional experience mixed with a little bit of cheeky banter for easy listening! I would certainly recommend this to anyone just starting out or wanting to understand how they can take their marketing efforts further.

➡️ TEDTalks Podcast
I’m sure everyone is familiar with Ted Talks but I had to include this one. It doesn’t matter who the speaker is, whether they are talking science, food or life hacks – I am always reminded of the power of storytelling. The speakers are of such a high calibre and their presentations are something to be admired. Not to mention the random things you learn, who knows when they will come in handy!

Check them out and let me know if you have any other recommendations!

Considerations for Seasonal Social Media Management

Each year consumers around the world celebrate days that are meaningful to them. Christmas and Easter stand out in the Christian community however if you’re a local business, local days and fairs that draw a crowd can also impact your social media strategy for those days. Picking up tendencies and routine is important when it comes to social media management and with the platform requirements always evolving, it’s important to understand what your consumers celebrate and adjust accordingly.

Know your days of significance

Use the interests of you target market to leverage off holidays that means the most to them. For example, in Australia many Christian communities celebrate Christmas while communities with a strong Muslim culture will celebrate Ramadan and social media managers need to take note of these cultural differences and tendencies. This can be achieved by knowing your customers and their local community. Choosing to celebrate a day because it’s of interest to you is not a good enough reason to celebrate that on your business profile. You have built a strong and loyal following, each of those users choosing to be more involved in your business for one reason or another. Your followers deserve the best content from you and posting something for the sake of it may lose them and reduce the exposure of your business.

Post routine disruptions

During the holiday period many people take a break from their usual routine of work and spend time chilling out or maybe even taking a holiday. It’s important to take note of these routine disruptions because that too will affect the way you post on social media. Generally, you my realise that at 10am on a weekday your market will have their head down at the desk drowning in paperwork but when they are on the Easter break, they may see this as an opportunity to have a late breakfast and catch up with friends for morning tea. While they are waiting for their friend to arrive, there is a high chance they will pick up their phone and check Facebook or Instagram. They may be spending time with their family for a Christmas lunch and find themselves far too busy to check their social media because they are preparing meals for everyone. To avoid any unforeseen circumstances, check out the data from last year’s event or campaign and see what worked, what didn’t and make an informed decision.

Don’t slack on customer service

As people’s routines are changing for seasonal celebrations, generally they will be more active on social media. I can confirm this across various industries from both Rumble’s accounts and my clients’ reporting. Enquiries and complaints will be on the rise during this period particularly in the leisure and retail industries however, a lot of people use this time to get their affairs in order and it can also impact professional services and consultants. As users are becoming more active on social media, so should the people managing the accounts. This is a great time to become active on various forums and discussions. Providing a voice on a topic that’s close to you will provide valid input and present your existence as an authority on the topic.

Add some seasonality to your brand

Putting a Santa hat on your logo is one thing but it can add character and personality to your brand. Humanising your brand is important, after all, it is SOCIAL media! Thinking of some creative ways to engage customers is also important and ASDA is a great example of this. Utilising video, they captured the tradition of decorating the Christmas tree. Their campaign from a few years back along with a handful of other companies can be viewed here and provide some great examples to draw inspiration from.

Changes in users patterns will affect the success of your social efforts and something that should be taken seriously in your social media strategy. It’s really nice to be able to take time off and celebrate with family and friends and seasonal days provide us with what seems to be a luxury these days but your business social media management shouldn’t be forgotten. I encourage you to consider appointing one person to take over the account for the business during these periods to ensure enquiries are being handled and your business is present.