Social Media Marketing Tips: Periscope and Live Streaming

Social Media Marketing with PeriscopeIf you pay attention to the tech world at all, you may have heard that Twitter recently acquired social media startup, Periscope. Periscope is a mobile app that lets you live stream video from your mobile device to your followers. Meerkat is a similar app that is also allows you to live stream video from your mobile device.

Like Facebook acquiring Instagram, Twitter acquiring Periscope should make you sit up and pay attention!

How Does It Work?

First you will need to download the Periscope app for iOS or Android. Once you sign up, you can either start live streaming yourself, or you can search for live streams currently broadcasting from around the world. People who are watching are able to comment and interact with the broadcaster, who usually answers questions as they appear in real-time.

Periscope links with your Twitter account, and will post there any time you begin a broadcast. This means that all your Twitter followers can watch your broadcasts, even if they don’t have the Periscope app.

Why Should I Bother Using Periscope?

Live streaming is another way to interact with your audience, build your brand, and tell the story of who you are and what your company does. Just like you can use Twitter to share thoughts and links relevant to your business, you can use Periscope to share experiences relevant to your business.

Unlike YouTube, you don’t need to worry about production costs or making your live stream look slick. Every user is capturing video with their mobile device, and the raw nature of live video is part of the appeal. The bar is extremely low to get started, all you need are a few ideas to get started…

Some Broadcast Suggestions

Q+A Session

This is an incredibly easy way to get started. You can answer commonly asked questions about your product, or you can take questions from your audience that pertain to your area of expertise. Keep in mind that these broadcasts don’t need to be long. A 5-10 minute Q+A session is fine! What’s important is that you engage with the audience, and keep it personal. This is a chance for the audience to get to know you, and this will build trust in your brand as well.

Behind-the-Scenes

Give your customers a behind-the-scenes look at your business. Maybe you can show them a bit of the manufacturing process of a product. Or you can show them what it’s like a convention you are attending. What’s routine for you may be interesting to your audience who aren’t familiar with your what goes on at your business. Find something novel to show and pull back the curtain a little!

Showcase a Product

If you run an online store or manufacture a product, do a broadcast showing your product. You can unbox it, and show your audience everything that comes with it. You can also do some demonstrations of the product. Remember, live streaming is a personal way of broadcasting. Resist the urge to sound like a salesman, and present the product the way you would to a friend.

Get Started!

Now that I’ve explained the basics, go download the app and give it a try! Periscope is still a relatively new platform, so by being an early adopter your can learn the ropes and build an established presence before your competitors even sign up!

 

This post is based on an article by Corey Ferreira — How To Use Periscope To Grow Your Ecommerce Business

Online Marketing: 4 Keys to a Better LinkedIn Company Page

Online marketing tips for using LinkedIn to create an effective Company Page. From PMI, serving Reading, PA, Philadelphia, Lancaster, Harrisburg, Allentown, Bethlehem, York, Lebanon, Pennsylvania and beyond with services to develop your online marketing strategy.According to LinkedIn, more than 3 million companies have created Company Pages to connect with 225+ million professionals.  A Company Page helps LinkedIn members learn about your business, brand, products and services, and job opportunities.  Any LinkedIn member can follow a Company Page and research shows that 50% of LinkedIn members are more likely to purchase from companies when they engage with them on LinkedIn.  Plus, LinkedIn pages often perform well in company searches, thereby improving your search engine rankings, making your LinkedIn company page worthy of a role in your online marketing efforts.

See the SlideShare presentation below for some great LinkedIn company pages to inspire your efforts. You can click on the pages to see them live.

4 Ways to Optimize Your LinkedIn Company page

An effective Company Page doesn’t just happen – it takes strategy and time.  Here are 4 tips to maximize the effectiveness of your Company Page.

#1. Tell Your Audience What You Do Best and Give Them a Reason to Follow You

  • LinkedIn offers a “products and services page” – Use it!  Marketers who build up that page tend to attract twice as many company followers.
  • Include links to your white pages, case studies, videos, and how-to content.

#2. Do Your Homework – Take Advantage of Built-In Features

  • Edit your description so that it leads with powerful, keyword-rich sentences to make it more SEO-friendly.
  • Don’t forget your company contact information, descriptions of your offerings, and your areas of expertise.
  • Encourage your customers to write a recommendation for your product and/or service on your LinkedIn Company Page.

#3. Engage your audience

  • Encouraging a two-way conversation will help convert your audience into customers.
  • Post updates about your company – news, events, new employees and products, awards and honors, etc.
  • Keep your content short and start with the most important information first. This is how journalists write.
  • Include a picture, chart, or link whenever possible.
  • Ask questions to engage your audience.
  • Communicate with the voice and brand of your company.
  • The easiest way to turn off your followers is to give them the hard-sell.  This is a big no-no.  Instead, foster an informative dialogue regularly to keep your company at the top of prospects’ minds.
  • LinkedIn’s targeted updates allow you to tailor your message to your audience.
  • Encourage your audience to engage by liking, sharing and commenting on your posts.Engage your colleagues – Employees are 70% more likely to engage with your company updates.Use a multi-channel approach – Include a link to your LinkedIn Company Page everywhere, such as your email signature,   and include a follow button on your website.

#4. Analyze & Improve

The “page insights” and “analytics” on your Company Page are awesome tools that can help you focus and refine your LinkedIn strategy.

  • Page Insights show page views and unique visitors and page clicks over the last 7 days. It also displays charts showing data on page views by tab, Products and Services page clicks, and more.
  • Analytics: Use LinkedIn Analytics to leverage metrics and to reveal trends about your company page.
  • Monitor your Engagement %.  Noting which updates have higher engagement rates will help you understand what topics or types of posts engage your audience the most, allowing you to optimize future content.
  • Review your demographics. This tool provides a snapshot of your followers and allows you to tailor your content.
  • Know how you Compare. Knowing how your page compares with your competitors’ page can help refine your LinkedIn strategy.

If you want to keep your customers and prospects informed and keep your company name top of mind, an effective LinkedIn Company Page is a great tool.

Need help developing a better online strategy for your business? Contact PMI today to arrange a free initial consultation.

This post is based on an article by Jason Miller – 5 LinkedIn Company Page Tips to Enhance Your Marketing.

3 Video Marketing Measurements to Sharpen Your Strategy

3 video marketing measurements to boost your social media marketing strategy. From PMI, serving Reading PA, Philadelphia, Lancaster, York, Harrisburg, Allentown and beyond with marketing services to grow your business.Video marketing is becoming a key component of a smart social media marketing strategy – with good reason.  Between 2011 and 2012 video consumption increased by 38% – wow!  Forrester Research determined that the chance of getting a page one listing on Google increases 53 times with a video. That fact alone should inspire any online marketer make video marketing a real priority.

As with any type of marketing, it’s important to measure your results so as to get the most out of your campaign and to discover what works best. Typical measurements for a video campaign include the number of views, the number of thumbs up (or thumbs down) a video gets, and how many times a video is shared.  But are these the most useful metrics?

If you’re really interested in using video marketing to grow your business, there are three additional metrics to monitor: re-watches, engagement rate, and play rate.

Re-watches: The number of times a person re-watches part or all of your video

You can use this information to find your “hottest” leads.  This information can help you nurture leads with more highly targeted email lists and help you determine which potential customers a salesperson should call on first.

The number of video re-watches also provides valuable information about a customer that can be leveraged prior to a sales call.  By measuring which section(s) of the video a potential customer re-watched the most, you can determine what they found most interesting or relevant, and then adjust your sales presentation to address the specific pain points, features, or objections likely to be most important to that customer.

Engagement Rate – The percentage of the video watched.

This tells you how interested someone is in your company or message and how compelling your video is. Again, you can use this information to determine which leads are most interested and therefore most likely to buy, allowing you to focus on warmer leads.  An average video engagement rate can determine whether a particular video is holding the viewer’s attention or not, thereby allowing you to create more engaging and profitable videos in the future.

Play Rate – the percentage of people who play your video vs. land on your video link page

This measurement helps you determine if your title, thumbnail image, and description are enticing enough to get people to actually hit play.  The play rate can also help you determine which topics are most appealing to your audience.

Do You Have the Tools Needed to Properly Monitor Your Video Metrics?

Watching the right metrics from your video marketing campaign is the best way to keep your customers engaged, your marketing and sales teams successful, and your company growing. HubSpot’s online marketing technology provides an excellent system for monitoring and analyzing all your online metrics.

3 video marketing measurements to boost your social media marketing strategy. From PMI, serving Reading PA, Philadelphia, Lancaster, York, Harrisburg, Allentown and beyond with marketing services to grow your business.If you’d like help in developing a smart online or social media strategy complete with robust tracking and monitoring, then please contact us.

This post is based on an article by Kristen Craft – Get Beyond Views: 3 Metrics That’ll Help You Prove Video ROI. http://blog.hubspot.com/video-marketing-metrics-wistia-integration-hspr

 


Is Facebook Losing its Cool? Social Media Marketers Take Note!

Facebook's fading cool factor: implications for social media marketingIf you want to know if something is “cool,” ask a teenager.  You’ll probably get the shoulder shrug or – even worse – the dreaded eye roll (implying, of course, that you are so not cool for asking). 

Eager for their opinion, many marketers are asking teenagers if they’re still using Facebook, trying to answer the question, “Has Facebook lost its cool factor with teens?”

Based on those statistics, many believe that Facebook will soon become a thing of the past as teens continue losing interest in the 9-year-old social media site. At what point will it impact the social media strategy of forward-thinking marketers?

Biased Teens? Biased Facebook Surveys?

Others argue that surveys may be biased because teenagers want to seem cool by pretending they no longer like or use Facebook.  On earnings calls, Facebook has consistently denied the claim that teens are losing interest in the social network site. Mark Zuckerberg – Founder, Chairman and CEO of Facebook – said, “based on our data, that just isn’t true.” With 1.15 billion users and 699 million people using Facebook every day, he argued that teens have remained steadily engaged with Facebook.

So is Facebook losing its cool among teenagers or isn’t it? 

Zuckerberg contended that it doesn’t matter. In a discussion with The Atlantic editor James Bennett in Washington, D.C., Zuckerberg joked “People assume that we’re trying to be cool. It’s never been my goal. I’m the least cool person there is.”

Zuckerberg said what he does want to create with Facebook is a basic necessity – a ubiquitous utility that will be insulated from trends and, to some degree, competitors. 

Does Cool Even Matter?

He added, “Maybe electricity was cool when it first came out, but pretty quickly people stopped talking about it because it’s not the new thing, the real question you want to track at that point is are fewer people turning on their lights because it’s less cool?” 

Social Media Marketing Strategy Considerations – Our Take

The trends among younger Facebook users should matter quite a bit to social media marketers, and are therefore worth keeping up with. Things can change very quickly in the social media landscape. For example, Google+ (a direct competitor to Facebook) has rapidly gained followers vs. a year ago, and new social media platforms appear with increasing frequency. Today’s cool is tomorrow’s yawn. Given the hurdles involved in reaching fans’ news feeds within Facebook, some marketers feel that it is already becoming less attractive than in the past in terms of achieving a solid return on investment. If it loses enough of it’s cool factor, then younger and eventually older users may begin leaving it in significant numbers for “cooler” alternatives.

This article is based on a post by Josh Constine and Gregory Ferenstein entitled Facebook Doesn’t Want To Be Cool, It Wants To Be Electricity. http://techcrunch.com/2013/09/18/facebook-doesnt-want-to-be-cool/


Facebook Marketing Tips: What Every Business Owner Should Know

From Facebook Marketing Skeptic to Convert

Facebook social media marketing tips for Reading PA, Allentown, Philadelphia, Lancaster, Harrisburg, Pennsylvania and beyondI’ll be honest: I was a more than a little skeptical about Facebook marketing in its early days. Social media marketing was suddenly all the rage, though few businesses knew how to make the most of it.  Facebook made it look easy, with business pages and affordable pay-per-click and pay-per-impression advertising, but would it really work? And if so, would it work for everyone, or was this a social media marketing and advertising channel best used by a narrow sector of the business community?

Fortunately, I had the opportunity to experiment with Facebook marketing in both its free and paid forms, for businesses of varying sizes in different industries, with efforts targeted to both consumers and other businesses. Here’s what I learned that you should know…

A Very Large Portion of Your Audience is on Facebook

There’s a common perception that social media marketing is great for reaching consumers, but not so good for B2B marketing. But think about it. What attorney or VP of Marketing or Purchasing Manager doesn’t use Facebook these days, whether at home, at work, or both? Approximately 1/8 of the planet is on Facebook, and that’s counting third world countries with big populations and little money for technology. The percentage for US, EU, and other Internet users in developed countries is extremely high. In fact, it’s rare to find someone who does not use Facebook at least weekly, with many spending hours per week or even hours per day on Facebook.  Even if your marketing efforts are exclusively targeting businesses, the decisions are made by individuals, most of whom are likely to be regular Facebook users.

Your Facebook Page is Only as Strong as Your Commitment

Creating a Facebook page for your business isn’t going to do anything to enhance your visibility, improve your image, or increase your market share: but working your Facebook page will.  If you’re half-hearted or non-commital about using a Facebook page for marketing purposes, don’t do it.  Having prospects land on a nearly-blank page or one that hasn’t been updated in months is worse than having them not find a page at all.  Don’t take that step until you’re ready to commit to the effort to update it at least weekly, and to check it daily for feedback.

Develop a Clear Social Media Marketing Strategy for Facebook

Businesses use Facebook pages and Facebook advertising differently, and there are multiple ways to achieve success. You might use your page to interact with your local community, to answer questions about your products or services, to share useful links and information that helps build your credibility as an expert, or in some combination of these ways, among others. A Facebook marketing campaign, like any other social media marketing campaign, requires a vision, a strategy, and specific goals. Take the time to plan before you act.

Interaction with Your Social Media Followers is Critical

Once upon a time, most people who’d “liked” your page would see every single one of your page posts in their feeds and be reminded of your business. They’d have an easy opportunity to “like” a post or share it or comment on it, which in turn would appear in their feeds and be seen by their friends. However, this has changed, and now not all those who have “liked” your page will see all of your posts; instead, the amount of exposure you will receive has become more limited, and is influenced by multiple factors, including the amount of interaction between your company and your followers (comments on your posts, and your replies to those comments, among other factors).  You must engage your readers to spread the word, since their “likes”, shares, comments and other interactions will still appear in their friends feeds and tickers.

Facebook Advertising: Affordable, Highly Targeted, and Too Good to Ignore

It’s been suggested that the changes (reductions) in Facebook page visibility are a result of Facebook’s desire to encourage (some would say strong arm) you into their paid advertising offerings. That’s fair in a sense because it’s a business, but many found the change to be abrupt and game changing.  Regardless, Facebook advertising can be effective when used in combination with your Facebook business page and your website.

Facebook advertising is easy to set up and manage, affordable, and allows you to target specific demographics in ways those selling other forms of advertising can only dream of. Targeting uses information based on what Facebook users like according to their Facebook profile, and also by what they like based on their Facebook activity. In addition, you have the benefit of geographical, demographic, and many other available filters.

As with search engine advertising, you have the option of paying for your Facebook ads based on exposure (pay-per-impression) vs. paying for actual clicks (pay-per-click). Facebook advertising is worth exploring both as a way to generate “likes” and interaction with your page, and as a means of directing traffic to a specific landing page on your website.

Facebook Marketing in Summary

Like many social media marketing options, Facebook provides a great opportunity to reach a large audience at an affordable price. Your success will depend on developing an effective Facebook marketing strategy combined with a willingness to engage on a regular basis.

Need help with your social media marketing strategy? Contact us for a free intitial consultation for qualifed organizations.