Posts tagged social media planning
What Can Landing Pages Be Used For?

Are you launching a special event? Have a new business initiative that you want to roll out to your existing audience? Landing pages are a simple solution to your overall marketing strategy. Let us explore how a landing page can benefit your brand.

First off, you may offer a variety of services or products and want to venture into a new territory. Landing pages can gauge interest and give you data into what your customers are paying attention to. A well-known clothing and art brand local to San Diego utilized a landing page to announce a new venture and generate buzz as they counted down to launch. It was easier and effective to create a landing page for the existing audience and gather email addresses from those who were interested. Also, their audience may not have been subscribed to the existing email list. 

This company was kind to share key metrics for their landing page. “With 413 page visits in a span of 5 days, we received 28 conversions. That’s a 6.7% success rate," the company's owner said. While these metrics apply to an organic promotion, the success rate is reflective of a well-established brand. They had generated buzz through the owner’s Facebook profile and their Instagram page.

Landing Page Example from All The Social's website.

Landing Page Example from All The Social's website.

Another thing to consider is that landing pages must be flexible. If they require a complete overhaul of your website, it becomes more of a pain to adjust them to reflect your marketing goals. Third party tools that allow you to create a landing page including tracking metrics and data storage is a solution to explore. 

Lastly, don’t overthink what you want on your landing page. Once a user has reached your landing page, it should be pretty clear what needs to be done. Whether it’s completing a form, downloading an app or buying a product from your website, do not overcomplicate it. If you make it easier for the customer, your conversions will reflect that.

Don’t be afraid to go the landing page route, be clear and understand how to measure success.

How To Be More Like Darth Vader With Video

Darth Vader plays the role of the cold, unfriendly bad guy in the Star Wars trilogy. Now why would you want to be anything like him on social media, in particular video? It’s because video is becoming more and more Bloomberg recently published an article stating that Fox Sports was headed towards more video content. What does that mean for you? You need to do the same. More video. Specifically, “Fox is opting to divert those resources into producing online video that complements on-air shows and has the potential to go viral on social media.” Now if we look at Darth Vader’s behavior, you can emulate him when thinking about your social video strategy.

Vader's three distinct behaviors are: extroversion, agreeableness and opennesss. Let’s examine how you can use these traits to be better on camera.

Extroversion: Similar to Vader's tendency not to be the most sociable person he becomes very talkative especially when dealing with the rebels throughout the trilogy. Recently, a research team at the University of Alabama performed a study on people's motivation for using Instagram. After surveying over 200 undergraduate students on how often they use Instagram,  36 percent of them said because "they want to know what their friends or favorite brand are doing".  Now, what are you doing behind the scenes that you can share with your followers in a live video? If you're more "talkative" on social, you show your audience who you are and what you're about. It may not be comfortable at first, but, as your audience knows more about you they gain your loyalty and want to support you over and over.

Bloomberg recently published an article stating that Fox Sports was headed towards more video content. What does that mean for you? You need to do the same. More video.

Agreeableness: Now you might be thinking that Vader is far from being agreeable. His cunning and evil spirit might not be anything you want to represent with your brand. Well, let's not forget during one of the final scenes of Return of the Jedi he sees his son in pain and comes to his aid by killing the Emperor and sacrificing himself. This action shows that he has some warmth inside his cold, dark exterior. If you're a kind and considerate brand on social, it will reflect in the audience you attract. Showcase this side of your brand with visual elements that highlight customers or conversations with your audience on a regular basis.

Openness: Darth Vader was once trained by the Jedi and then was open to new experiences that differed from what he knew. Don't be afraid of change and be yourself. With the ever changing social media landscape, it is difficult to finalize every detail of your social media presence down to the content of video you want to share. If you focus more on being yourself, your brand becomes more trustworthy and authentic. Sell yourself not what you sell.

So when you're stuck on strategy, just remind yourself to be like Darth Vader and give thanks to George Lucas. Without Lucas, we wouldn't get inspiration from a villain that was so uniquely evil and good at the same time.

Athletes Using Today's Media To Promote Their Brand

There is much to write about when it comes to the sports world, but, let's dig deeper into the people that push the sports world to the forefront of everyday conversation. Athletes. 

Whether or not you're a student-athlete or just getting started in the world of sports, you probably think about how you can improve your game and get the right people looking at you -- on the field. Has the thought about what methods of communication you can use to build your brand and get people to see you? Maybe not. In some cases, the talent speaks for itself. But, let's explore the topic of personal branding when it comes to sports.

Frances Reimers, from Firestarter, is a consultant that specializes in advising small business and athletes develop their own personal brand. "Whether you’re an amateur, superstar, or anything in-between, it’s vital that you develop and control your own narrative." This thought needs to happen before you even think about putting your idea in front of the masses.

As is the case for various marketing professionals in the sports world, it is important to control your message.  Social media platforms such as MySpace in the early 2000s and Facebook shortly thereafter were at the forefront of personal brand marketing. But, most people didn't think of them as tools to market themselves, they were used for (and still are) fun. "I became obsessed with figuring out what kinds of—and how much—content the average person would need to raise his or her overall visibility."

While Reimers has no notable sports career to speak of, Reimers has always been drawn to sports and athletes. "I love the passion, the pageantry, and the business of sports. Despite my lack of athletic prowess, I am extremely competitive, so I feel a connection to players and their dedication to their craft."

Having the ability to control your brand? This is almost unheard of years past. Your persona was dictated by the coverage you received and connections you made in the industry. But, Reimers believes that athletes have much more power nowadays with how media has changed. "(Media has) an important impact on a person’s ability to obtain endorsements, negotiate better contracts, and strengthen his or her celebrity post-athletic career.

Can you over-share when it comes to pushing your brand? Definitely. Having a good balance between showcasing your personality as well as your talents is a recipe for great marketing. Especially, when it comes to athletes or sports marketing professionals. If you

Portions of this article were originally published on Nuts And Bolts Sports Blog. Head on over there and check out the rest of this article. 

Follow Frances and chat with her every Tuesday:

Instagram: Firestarterceo

You can tweet with Marisa too: @AllTheSocial

Where To Start On Social? 3 Ideas To Think About.

Over the years, I have been put in contact with many small business owners or people who have an idea to "start selling" - some thing/idea/business. They want my advice on social media and how to "get more followers" - we'll get into that a little later.

My first question is always "What are you trying to do and why?". This is not a social media weighted question but, it helps guide the direction of the conversation. Most people can't answer that and maybe it changes over time, but, if you don't know your why, that's where you need to start.

When you know your what and your why, your social media plan of attack becomes much easier to forecast. Authenticity is rare in this age of technology. People will spend top-dollar to get in front of your face but, if it's not seen as genuine, the money you spend on getting your business out there becomes a waste.

So here are 3 things to think about once you know your what and your why:

- Put yourself in the shoes of your target audience, how do you want them to find out about your business. FOCUS on this.
- How much work are you going to put into being seen? DEVELOP short-term and long-term goals.
- Who can you rely on to help you succeed? INVEST in the right people.

Social media isn't just about being there, you have to engage. So, if you're not thinking about your plan or learning about the best social media methods to reach people, then you might a little push. If you’ve got a great social media game, What works for you? Tell me about it.