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Social Media Word of Mouth

Word of Mouth for Social Media Marketing

Word of mouth is a concept that’s been around for quite some time now. Essentially, it’s the passing of information from one person to another via oral communication. The world is going increasingly digital, and with that, social media has allowed an entirely new means of these exchanges. If you haven’t realized it yet, that has some BIG implications for your business.

According to HubSpot’s latest marketing statistics, nearly one-third of the world uses social media regularly. To complement this, 83% of marketers actively pursue social media marketing initiatives. Even in a B2B industry, 81% of B2B decision makers use online communities and blogs to help make purchasing decisions. Social media is a huge new market that should not be taken lightly by marketers or business owners.

Finding that Voice

One way to incorporate word of mouth in your digital marketing strategy is to do your research. Figure out what social medium your industry and intended audience are most likely to use, and figure out the best ways to interact with them! A few details to take into consideration, for example, may include: what voice to use in your social media postings and responses, how much humor is acceptable with that audience or industry, what time of day your followers are most active (thus more likely to engage), etc.

At the end of the day, your followers are wanting to engage and connect with a person, not a stiff-sounding business robot. Find that balance of personal and professional, and then use that voice to your advantage! By having such a positive presence on your audience’s social media, they’ll feel more comfortable engaging with your material.

Interact and Engage

That being said, this is also where the word of mouth starts to come into play. It’s VERY important that when your audience reaches out to you through social media, you are there to acknowledge it and respond. This is why the time of day that your audience is most active can be very important—because you should be active at that time too. When a customer or potential customer has a question, answer it. If it’s a concern, address it to the best of your ability. If it’s a compliment or commendation, say thank you!

These interactions are how you build loyal customers, and it’s how you take customers through the buying cycle to that final stage of retention and advocacy. Give your followers something positive to share with their followers, and so on and so forth. Before you know it, you’ve built trust with your audience! Now they’re out promoting your business and bringing your exceptional service to the attention of other leads through their social media interactions.

Maintain Your Presence

A last important detail to remember as you move forward with your social media marketing strategy is to maintain your presence. Your audience won’t be offering up a lot of word of mouth if you aren’t there to regularly receive it or respond to it. Part of building those social media connections is about establishing a community! Be there, and be there often. Your followers will appreciate it more than you’ll ever know. Your social media audience will be as likely to engage with you as you are with them, so don’t underestimate the dedication that is required to maintain a strong social media presence.

When done just right, combining a word of mouth strategy with your social media marketing strategy can almost act as a catalyst for the buying cycle. According to Brad Fay and Ed Keller of The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, many brand-related conversations take place over social media every day. Of those, more than two-thirds of those conversations involve a recommendation to buy, consider, or avoid the brand. Your current customers’ loyalty on social media is what will bring awareness of your brand to other leads in the social media world. Don’t underestimate the power of word of mouth in an increasingly digital world!

A lot of this may seem tough to figure out, but going about this in a trial-and-error sort of way will probably be the most beneficial to your social media marketing strategy in the long run. If you need some assistance putting together a strategy or increasing your positive word of mouth through social media, give us a call today! We’d be happy to help!

new marketing trends in 2017

7 Marketing Trends to look out for in 2017

One of the fun (and sometimes the more frustrating) parts about the marketing industry is how quickly trends turn over. With the advancement of digital communication, there is always something to be learned about and adjusted with your marketing campaign. With the beginning of the new year, let’s take a look at some of the latest digital marketing trends 2017 will have to offer.

Interactive Content

While written content remains a vital part of a healthy marketing campaign, interactive content seems to be climbing the charts in popularity. Examples of interactive content can range from online quizzes, infographics with personalized results, or interactive maps as the user toggles the mouse. While some of these projects may sound a bit overwhelming to create, there are plenty of programs available now with drag and drop type functions for creation. Programs like Ceros or SnapApp can assist you and your marketing team in creating engaging content for your online visitors.  

Social Ambassadors

Using celebrities and professional athletes to endorse a product or service is nothing new in the marketing industry, however, with the rise of social media as a form of communication, many people are now utilizing social media as a platform to share in their expertise. Those that stand out from the rest in what would be considered expert-level knowledge will have a high number of followers of their social profiles and would be considered “influencers”. Because of the interest that these self-made social celebrities create online, some companies are now sending their related products to them to be reviewed or even create partnership with by making them social ambassadors for their products.

Take makeup artist Jaclyn Hill for example. She has grown quite a following of nearly 4 million followers on Instagram. Makeup and beauty companies now send her new products to review and promote online for her followers to see.

 

instagram social ambassador jaclyn hill promotes makeup brands

 

Live Stream Video

With the social media updates of Facebook Live and Instagram Live, live video streaming is now becoming increasingly popular as a means of promotion and the online community in general. Live product reviews and live broadcast of events will only become more prevalent this year.

Native Advertising

Let’s face it, people are wising up and clicking less and less on paid display advertisements online. There is even a term now called “banner blindness” that refers to the habitual reaction of the average online reader who avoids looking at any banner advertisement online. People (your target audience) now naturally avoids looking at your display ads. This is why the solution to this marketing tactic has been to disguise or dress the ad as actual content that the viewer is engaging with. Native advertising occurs when the ad resembles non-sponsored content that follows the same form and function of the user experience in which it is placed. Consider advertisements disguised as Instagram posts while the user scrolls through their Instagram feed.

Marketing Automation

Any company with a larger sized contact list of prospects and customers will want to consider investing in a marketing automation platform in 2017. Not only do marketing automation systems have excellent email marketing capabilities, but they have the ability to track contact’s behavior on your website and through the email correspondence. Track what pages have been viewed online and for how long, see what links were clicked from the email or advertisements, segment your contacts into lists for comparing data and streamlining communication. There are a lot of great marketing automation software options to consider like Hubspot, Salesforce’s Pardot, and Sharpspring. All platforms will have their different strengths and weaknesses, so be sure to do your research for what your team needs to find the best fit.

Sharpspring email automation

Email Automation by Sharpspring

Visitor ID through Sharpspring automation software

Lead and Visitor ID tracking by Sharpspring

 

Mission Marketing (B-Corp)

One particularly popular method of business that is increasing is mission or purpose driven marketing. This method taken on by B-corporations that partner with charities and nonprofits or are large enough to have their own charitable program creates a very positive brand for companies. More consumers are choosing B-corporations when making their buying decisions, knowing that their purchase will go towards a good cause. Two successful companies that hold this model are TOMS shoes and Warby Parker. Both using the buy a pair/supply a pair to someone in need model of business.

Social Media Purchasing

Although it’s is geared toward retail companies, social media purchasing has increased sales for e-commerce sites in 2016. Not only do social media sites hold excellent marketing capabilities for advertisement of retail, they now have the option to purchase the item from the social site it is featured on. With “buy” buttons on both Facebook and Pinterest, the ability for browsers to purchase an item they want right from the social display, fast-tracking the shopping experience.

You know what they say, “new year, marketing strategy”. Yeah?