5 Essential Questions You Need To Ask Your Clients Before Creating Their Social Media Calendar
Jun 30, 2016
10 min read
“Failing to plan is planning to fail” that is an old but a wise adage that is true when we talk about social media marketing strategy. For your client, the task might have got over by just outsourcing the social media marketing job to your agency, but your job starts when your client’s job ends. Creating a detailed, goal-oriented social media strategy gives you a rock solid boost to proceed seamlessly during the campaigns.
“If your social media strategy is just for the heck of it, your fans and potential customers are going to know” said Amy Porterfield, leading social media strategist and co-author of Facebook Marketing All-In-One for Dummies. In the worst case scenario, your clients would turned off of your brand and move on to your competitors.
To carefully strategise and plan your every step while marketing for your client, will help you in the long run and smooth relationships with your client. And to plan, you need to ask some specific questions, and we’ll tell you why you need to ask those questions.
1. What your client expects to achieve through social media marketing?
It totally depends on your client’s business type. He may want to use social media to popularize his brand, to directly interact with potential customers, or to promote specific products, services or website. Even if that question is answered, you need a deeper understanding about the customer’s needs. Specifically think about how you can solve those needs by using social media. That’s a big task and needs to be documented.
2. Does the client needs a presence on all social media channels?
That is the question that needs your expertise to answer it correctly. If the client demands that he wants his company to feature on all social media channels then it is you who could tell all the pros and cons involved. If certain channels do match up with the need of your client then you need to inform him. Usually for small businesses it is advisable that they start by using one blog site and one social media network-which one? Where most of your client’s customers are present.
To add to the discussion, there are other social media channels than Facebook where your client’s business can show up. One is Twitter, that is a platform easy to learn and use, and it’s 140 character limit is unbeatable. Second is Google+, which is essential to boost your Search Engine Optimization(SEO) efforts. If your client’s firm is a B2B, then probably LinkedIn or Slideshare can help you reach out the influencers in your client’s industry. For B2C, being on Facebook and Pinterest will be a smarter option.
3. Does your client wants to use social media as a customer service platform?
If your client’s answer is yes then you’ll need to dedicate a person for this task. Social media is fast becoming the most common way for current and potential customers to interact with businesses. In such cases, people will reach out to your page either to praise the company’s products and services or to complain about some product. In such a case an ORM(Online reputation management) is essential to handle for your marketing agency.
4. How often do we post on social media channels?
Depending on your client’s industry type, certain content has to be posted on the chosen social media channels. For example, channels like Facebook, Pinterest, Instagram, and Google+ are more of visually attracting channels and hence the posts should be related to these. Memorable images of your products, company event videos, behind the scene employees at work, fun work environment are some of the kind of posts that work well. Frequency of the posts is usually 2- 5 times day that works well with these channels because all of the target audience is not present at the time you post and posts become stale in news feed and are lost. Scheduling the posts at fixed intervals during the day have worked better for many successful campaigns.
5. How we are going to report about the success of our social media marketing efforts?
Your client will definitely want to know how their money is being spent on the marketing efforts. To provide them with the analytics report, you can use either the metrics offered by the social channel itself like Facebook offers Facebook Insights, Twitter Analytics and many more. If you are looking at using third party tools then you can follow this article on- 19 free social media analytics tools for marketers
You can use the data generated by the report to not only report it to your client but also to better plan your future posts and decide on the most effective ways to interact with the account fans and followers.
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Boost Dental Marketing ROI With Effective Adwords Management
When search engines drive 93 percent of all website traffic, it's easy to see why advertising on Google Ads is the most effective way of generating leads for your dental practice. Google reports that 5 percent of all queries on their search engine are health-related. With a conservative estimate putting daily Google searches at over 3.5 billion, the numbers are too big to ignore. Google Trends shows that interest in "dentist near me" has more than quadrupled over the past five years. This holds a great opportunity for dentists to target online users that are actively searching for dental services. Let's look at how you can maximize your online presence and start generating leads for your dental practice. Keyword Targeting Finding the best keywords to use is a significant part of setting up an ad campaign because you will be placing your ads in front of internet users who are actively searching for these terms. Choosing the right keywords to use is as important as the ones you choose to exclude. This is called using "negative keywords" and will make sure that your ad will not appear for certain words and phrases. For instance, keywords that do not signal buyer intent should be included in your campaign as negative keywords. These normally include keywords that show the user is looking for free information or for a service that you do not or cannot offer. For instance, if you do not provide service to patients without dental insurance, you can include a negative keyword like "dentist without insurance." Your keyword optimization should also incorporate the proper localization strategy. Consider using keywords such as "dentist near me" and words that will trigger your ad for the locations you serve. An experienced dental marketing services provider can help you implement the best keyword strategy so that you capture clicks from users within the radius you designate. Landing Pages that Convert You can drive as much traffic to your website as you want through ads but you cannot turn a search engine user into a lead if you don't have a landing page that converts. Creating an effective ad campaign is half the battle. The other half is deciding which landing page design and what user experience is optimal for converting those leads once they click through to your website. Check out one example of a landing page at Unbounce and look at the different elements that jump out you upon having the site load. There are fields where the user can enter their basic information and a call to action. Analyze what would be best for capturing leads for your dental practice and do some experimentation before deciding on your final design. The testing can include A/B testing in which you try two different designs and adopt the one that attracts more leads. A/B testing is a concept that can also be used in your ad campaigns to determine which ads are more effective. A knowledgeable ppc agency can run A/B testing for you so that you are working with the best possible version of your ads and landing page. GMB and Google Ads Connection Google My Business, or GMB, is a listing service Google offers businesses. You enter your dental practice's location and Google makes sure to promote it on its search engine. The better job you do in embellishing your listing with relevant information, the higher Google will place your dental practice in its results. With 60 percent of users electing to use one of the top three results in a search to solve their problem, you want to do your best to maintain the best GMB possible. Properly linking your GMB with your Google ads will provide your dental practice's presence synergies that will boost your status in the rankings. Google Ads works with GMB to provide relevant location-based search results for users. When your listing has relevant information and garners positive feedback in the form of good customer reviews, you signal to Google's algorithm that your dental practice should be displayed prominently because you provide the information and services that internet users are searching for. That's one of the reasons why choosing to work with an experienced ppc agency for your dental marketing services can push you past your competition. Ads Automation Adwords Express is a tool Google offers as a part of Google Ads so that advertisers can simplify dealing with the settings of their account. By using Adwords Express you can minimize the management necessary to maintain something as complex as a Google Ads campaign while being able to review the effectiveness of your ads right from your dashboard. Other than using Adwords Express to cut through a lot of the complexity of your Google Ads account, implementing various automation tactics can further reduce your workload while increasing effectiveness. Google offers a library of scripts that can be used to automate many key processes including bidding so that you can have more time to work on other aspects of your business. You can use scripts to create useful reports, automate your list of negative keywords and set up account alerts; all which are operations that can help you maximize your lead generation. Bids and Budget Optimization Budget optimization is a balancing act where you have to set how much you are bidding for keywords while maintaining a low enough cost per click so as to make your Google Ads presence viable. There are a couple of secrets that will allow you to place optimal bids while not breaking the bank on your Google Ads budget. Advertising on Google Ads requires a holistic approach so as to achieve the best results. Use your website's analytics to determine which keywords are converting the best. Focusing your Google Ads efforts on these keywords will not only ensure that you are in the right direction with regards to conversions, but also that you are signaling to the algorithm that your ads are targeting exactly the kind of content users are looking for on Google's search engine. Google likes this and will reward you with a lower cost per click on these keywords. Finally, you don't want to go overboard with automating the keyword bidding process. The more you're involved in pricing bids for your most effective keywords, the more insight you will gain on what is working for your marketing and the more you will be able to squeeze out of your budget. Geo Targeting With your dental practice, you are essentially serving customers within a specific local radius. You need to determine what that radius is, whether it's your city, county or state, and set the appropriate parameters and keywords to target users within that geographical area. Spending a portion of your budget advertising to people outside your reach is counterproductive and wasteful, so avail yourself of all the tools Google Ads offers to target local audiences. Retargeting Campaign A study conducted by Nielsen showed that in general, most consumers need six visits on average before they make a purchase. You can use retargeting to make sure you remain fresh in your visitors' minds so that they end up booking an appointment with your office. Retargeting has come a long way since the days of creepy ads following you around the internet, bashing you over the head to complete your purchase on the website you just left. By using audience segmentation and by diversifying your offers, you can make sure to discreetly approach your website visitors on other web properties they visit, giving them a reason to choose you for their dental needs. In order to generate the most ROI out of your ppc campaign, you need to make sure your campaign is strategically crafted and executed. Our experts can help set up and manage your campaigns so that you don’t need to worry about the technicalities. We enable you to focus on your patients while we generate the customers for you. Get in touch today. ...
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5 Effective Tips To Optimize Your Business Page On Facebook
Marketing business via Facebook is the prime marketplace to earn the best revenue and drive traffic. Facebook has been emerging as a leader in the business world to provide a sufficient platform with multiple features to allure more audience. In addition, if you are planning to place your business on this broad platform, it will be your effective decision. When it comes to optimizing business on Facebook, it is essential to plan your strategy smartly. Different factors like features, trend and current affair in a particular business are the main essentials to be focused on. Let’s discuss and implement these effective five tips/initiatives in order to optimize a Facebook business page which will simply result in generating more leads and drive traffic. 1. An authentic name The prime and prior step is to set a distinctive name to create your Facebook business page which will set the base to your page and all the other aspects will circulate around this. It is the identity of your page and will be known for Google. The smart choice of naming your business page can bring the decisive result for your business. This may possible that stuffing your page title with generic keywords will probably not work. Giving your page an authentic and attractive name can encourage more audience to visit your page. Choose the name that can become a brand. 2. A customized URL The sign up may give you the pre-settled URL and it is possible that you will keep this URL as it is. But, leaving the URL in its generic form is not a good idea, customizing your URL is the great initiative for an easy remembrance for you and your audience. You can personalize your URL and unify it with your brand. The URL which has mentioned its title is way too easy to find. As a result, you get more visitors as they are able to remember your business page’s URL.Complete all criteria Leaving even one criterion in your profile will make it difficult to reach and attain more traffic. Keeping your business page up to date will also keep your regular audience up-to-date. This can be possible by filling your profile’s every criterion such as cover photo, bio, profile info and avatar. A complete profile also leaves a great impression on your audience and the most important fact, it shows professionalism. It is most important that you recruit a social media individual to handle your social media page and keep connected with the audience. 3. Focus on “About Us” The curiosity of a visitor is to know all the detail about your business to get assured herself/himself. So, it becomes your one of the most essential tasks to provide your audience all the sufficient detail about your business and its product service. The “About Us” is the first criterion where a visitor drops in. So, fill your “About Us” with all the essential detail so that visitors can be satisfied with this and can be encouraged to transact any product or service from your page. The above mentioned tips were some of the few tips to generate an effective Facebook business page. To know more, please contact us here. ...
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Using Social Media To Create Hot Leads From Your Content Marketing
There is more to inbound marketing than creating compelling content. Even the best writing and visuals are no good if it doesn’t attract readers and entice people to visit your site. If you don’t feel like you have the skills to create or market your own content, you can always decide to use outsourced inbound marketing. Be sure to hire a reputable agency, though, because, since you can’t see or monitor them, you want to make sure they are honest and not acting in ways that reflect badly on your company. In what ways can you market your brand? You can and should use all the traditional methods of getting people to respond to your content and check out your product: forum posting and commenting on blogs are great ways to link back to your site. But there is one way to get noticed that trumps even that. Social Media. Social sites are one super way to build leads and get your brand out there and noticed. It is a terrific way to post content that will lead readers back to your website. Here are 4 popular social media outlets and how you can use them to market your product: Pinterest Pinterest is a photo-sharing site and is one of the most popular ways that people share content on the internet today. Users create ‘boards’ which are basically collections of ‘pins’-or images-related to particular topics. When someone likes your content, they can re-pin it to share it. The best way to get people to visit your boards is to use eye-catching images with your content. You can re-pin other content you find to fill up your boards with interesting materials and entice others to visit. YouTube YouTube videos tend to rank high in Google search results and can be a great way to boost your popularity. You can create and upload a video of anything related to your product; how-to, instructions, demonstrations, before and after, etc. Videos keep the reader engaged and can really show off your product’s benefits. Add a link at the end of each video to encourage people to visit your website. After all, every visit is a potential sale. Encourage members to visit your YouTube channel by commenting on other videos and interacting with the community. Google+ Google Plus content is highly favored on search results. Posting SEO-friendly articles will improve your chances of getting views and clicks. Google Plus has a couple of really unique features that come in handy. One is it’s ‘circles’ which allow you to group followers together into specific categories based on their interests. This allows you to target the proper audiences for your content. Another great feature is the Hangouts. Hangouts are video and audio recording that you create and share with your followers. Hangouts are automatically uploaded to YouTube and shared on your Google Plus page to attract even more viewers. Facebook It may seem like an easy way to promote your brand, especially if you have a lot of followers. However, what you need are followers who are interested in what you have to offer. Blog posts, images and videos tend to do very well on facebook. You can encourage visits by placing a link to your facebook page on your other social sites, so interested parties can click on it and follow you. Two great tools Facebook offers is their Pages Insights-a graph that shows how well your content is performing and Audience Highlights-which gives you the demographics of your visitors. This way you can see if you are reaching your target audience and adapt your content accordingly. All in all, social media is a marketing tool you don’t want to skip. You can grow by connecting accounts, getting shares and building followers. Engage with all the social media sites at first. Once you’ve established where most of your traffic is coming from, you can start to concentrate on utilizing those media platforms more. ...
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