Let me start with the truth – a lot of people do not donate to nonprofits because they do not know if they will use the money for its intended purpose, or how nonprofits will invest the money or people might think if their donations can make a real difference!
This shows a type of trust issue among potential funders and followers of nonprofits. If there is no trust then it is also difficult to inspire people to volunteer and attend your events. In this case, social media marketing is a great way to build trust and regularly inform your community about what you are doing. I know that you have a Facebook page or a Twitter account to promote your nonprofit activities. But you know what? Social media in the nonprofit world is beyond adding subscribers! It is all about following the right social media marketing strategy. Engaging with new supporters on social media has never felt this challenging due to the enormous amount of distractions that we see on social media pages. Such distractions prevent you from keeping your cause at the top of your target’s news feeds. To tackle this challenge, we’ll discuss ideal social media marketing practices for your nonprofit organization. Eight tips mentioned here are exclusive to nonprofits, making this the right strategic guide for nonprofits. 1. Align your social media goals with nonprofit goalsA well-defined mission and objective are one of the prerequisites for an effective social media strategy. Let me give you an example! Suppose one of your organization’s goals is to ensure adequate natural resources to society to meet its present and future needs. In that case, you need to post content regularly that is related to sustainability and environmental protection. Your posts should unveil efforts taken by your organization towards ensuring a safe and sustainable future. In the example given below, check out how N.C Forest Service has aligned its social media goals with nonprofit goals. Simply put, your brand identity should replicate your social media posts! Note that your entire team also needs to be on the same page for better coordination and clarity. This is because a person handling your social media will be more confident when provided with the necessary information regularly. As a result, it will be easier to achieve the desired objectives. 2. Identify the right social media platformsOnce you are clear about your audience, find out the most used and suitable social media platforms, and focus on your efforts accordingly. This is important. Do you know why? Rather than posting on every social media, it is advisable to use 3-4 social platforms to market your nonprofit endeavors. I have enumerated the benefits of four major social platforms- Facebook, LinkedIn, Twitter, and Instagram. Using these social platforms, a non-profit agency can amass more followers and audience.
3. Identify your audienceIt is advised to identify your audience based on demographic data and information about individual members of your target audience. If you assume your social media posts are enough to engage your audience, then you might be wrong. Yes, you read it right! Another important factor to consider is the type of content that you might want to share on social media. Let me explain! If you are handling a social media handle of a university, think about the trending topics in education and what your university and college can offer to students. Your university website can provide some exposure about the courses offered, but students want to see what goes around in your college. In the example cited below, the Astronaut Scholarship Foundation is motivating aspiring students to explore the Science, Technology, Engineering and Math (STEM) field. Furthermore, do not just inform and engage your audience, go one step ahead, and solve their major problems. By doing this, you will develop a reciprocal relationship and ultimately built trust and potential followers. 4. Engage your audience with a smart social content strategyWhile creating a content strategy for your non-profit, it is also essential to realize why people follow and like specific brands. This is where you might need to work on storytelling abilities. Yes, storytelling is the key here. Look at how other nonprofits tell their respective stories. After you share, do not hesitate to ask your followers about the kind of activities or post they wish to experience or read going forward. For this, try gathering information via emails, surveys, etc. and identify their sincere wishes. Analyze your social data and see what has worked and what has not. This will help you identify what type of content resonates most with your audience. Now you know what your followers want! This is when you should get creative and think beyond texts and images. If you want writers for your team, try Narrato.in. This is a platform to hire quality freelance writers. Your not-profit agency should post a variety of content like images, videos, GIFs, data-based visuals, etc. Focus on the emotions that your content can trigger rather than hackneyed social media promotions. Make sure that your content is mobile-friendly for an effective social media engagement. You should also use content curation tools to power your marketing strategies. Social media is an excellent platform to cultivate an emotional touch that helps supporters feel connected. Such engagement on social media will showcase your nonprofit’s transparency and accountability. Your audience will recognize how you help society, and this will gradually acquiesce with your not-profit motives. This can be done via cross-promotion. Let’s look at a few cross-promotion ideas:
6. Allocate budgets for paid social media and track resultsAs discussed in the introduction, budget allocation issues are not uncommon for non-profit agencies, and so it becomes necessary to allocate funds. Why not try paid social ads? Here are the benefits of paid social ads:
Avoid buying followers. Period.
Although SocialPilot provides substantial discounts to non-profits, it is still essential to allocate budgets. When leveraged strategically and thoughtfully, social media platforms are an excellent way for nonprofits to connect with stakeholders, cultivate loyal donors, and expand their reach and audience. Tracking your success:
7. Reach out to social media influencersAs we know, influencers are well-positioned to market and wield not-profit thoughts effectively. The thing to note here is it is not always necessary that a highly paid or a venerated influencer can only help you out. Who can help if not social influencers? Let’s talk about these special people who can pave the way for your nonprofit’s success!
For example, John Haydon is one of the influencers who has helped hundreds of nonprofits realize their best marketing and fundraising results. How can you take advantage of them and build a mutual relationship?
A combination of social media management and social media listening will enable you to inspire people and have empathy towards not-profit goals. Usually, nonprofits manually search network groups and people, and they tend to spend more time on networking efforts. Nonprofits can monitor multiple networks and report data almost immediately using social listening tools. Let’s talk about the process and benefits of social listening:
You will be able to gain all the benefits of social listening if you closely follow all the strategies mentioned above for an effective social media strategy. Final words
from https://fatsfixedassettracking.com/a-strategic-guide-to-social-media-marketing-for-nonprofits/324/
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If we have learned anything from the tumultuousness and catastrophic events of 2020, it is that we need to make substantial and even systemic changes in society and especially in our industry. The spotlight of scrutiny has never been brighter and what is in plain sight for all of us to see is a business landscape that has failed to adequately respond to the moment. Social Media Week’s flagship conferences will take place: May 4-7, June 29-July 1, and October 26-28The Great Re-InventionAuthor, marketing guru, and former Chief Growth Officer at Publicis, Rishad Tobaccowala, says that we are in the midst of a Great Re-Invention of society, business, and ourselves. What he means is that at the macro-level, when we face societal change and economic uncertainty, systems undergo a kind of stress test. All systems go through it, government, healthcare, education, infrastructure, business, and of course marketing. In 2020, many of these systems failed, or at the very least, buckled under the weight of a global pandemic, civic uprising, misinformation, and economic uncertainty. How Our Systems Are Failing UsThe system of marketing buckled and continues to be weighed down by a failure to be strategic, versus. tactical, an obsession with short term gains, the glorification of shiny social media, an ocean of unwanted and frankly irrelevant data, the latest technology or tools, and probably most importantly, a failure by marketers to put themselves in the shoes of their customers and lead with empathy. There’s a reason why so many brand messages during the early days of the Pandemic were trite, cliched, and in many cases completely tone-deaf, or that marketers felt paralyzed as the ground swell of racial inequality led to an uprising, protests and civil unrest. As marketers, we were ill-equipped to quickly respond and adapt to the movement. The reason why is there are only a few stand-out examples during this period, including the likes of Postmates, P&G, Clorox, Aviation Gin and AirBnb comes down to whether their brand values, leadership and messages were grounded in something bigger than their own organizations. These examples, both the failures and the successes, should force us to look at every aspect of our industry and ask important questions, such as, what does our brand actually stand for? Does our leadership embody empathic-led and human-first principles of marketing? Is our message right, and are we engaging appropriately through the mediums in which we communicate? Most importantly, how must we reinvent ourselves and how should we as marketers respond to the challenges of our time? Reinvention v.s. InventionDuring periods of massive disruption and societal and business change, we also experience something truly remarkable; invention and ingenuity. The creation of something new. The Phoenix rising from the ashes. There are businesses and brands that exist today that have become category leaders including AirBnb, Uber, and Pinterest that were invented after the Great Recession of 2008. There will be businesses and brands that will be invented in 2020 and over the coming years that will be similarly disruptive. This is certain. Invention is good. Invention is sexy and cool. But what needs reinvention? What does this moment mean in terms of fixing what’s broken and designing new systems for how we do marketing? In his October 2020 piece, “The ABCDE of Marketing Re-Invented,” Rishad addresses this question through a framework for how marketing has changed and is changing into the future. A = Audience In adapting the ABCDE Framework for reinvention we have put together a list of questions, which we believe represent the priority areas that we need to focus on:
Where Does Re-Invention Start?We believe that reinvention starts with acknowledging what is not working, asking the hardest and most important questions, and being willing to embrace the idea that change, however hard, or potentially costly in the short term, is what will allow us to survive and thrive in the future. Much of the change we’ve experienced in recent years has been technologically driven, and we imagine this change will continue and even accelerate, but as marketers, the change we should want to affect, the kind of future we should be working hard to realize, is one that is human-first, technology second. With some much still uncertain about the future, we should come together and commit that 2021 will be the year where our industry undergoes the greatest reinvention of our lifetime and that the outcome we are striving for is more equitable, fair, and positive and less extractive, exploitative and divisive.
from https://fatsfixedassettracking.com/rebuilding-the-systems-of-social-media-marketing-for-a-better-future/322/ #353: Your Confidence Success Path for Showing Up Online with Ivirlei Brookes Amy Porterfield12/23/2020 Listen To My Latest Podcast Episode: #353: Your Confidence Success Path for Showing Up Online with Ivirlei Brookes Listen To My Latest Podcast Episode:#353: Your Confidence Success Path for Showing Up Online with Ivirlei Brookes
from https://fatsfixedassettracking.com/353-your-confidence-success-path-for-showing-up-online-with-ivirlei-brookes-amy-porterfield/320/ Negative self comparison is one of the biggest risks for young people online, and the availability of advanced photo editing and image-altering tools now means that many of the photos of people you see posted are not realistic depictions of what they actually look like. That can have serious impacts, and recently, a UK MP called for direct action to address it. Back in September, Tory MP Dr. Luke Evans proposed a new law which would force social platforms to add labels to any posted image that had been digitally altered or enhanced. Evans said that such enhancements create an “unrealistic and unachievable aspiration” for young people, which can cause significant psychological impacts. “With the click of a mouse you can have bigger biceps, with the swipe of a thumb you can have a slimmer waste.” Evans additionally noted that 1.25 million people in the UK are believed to be living with either anorexia or bulimia. The proposal would create a new standard which would mandate a level of detection in digital uploads, in order to highlight any such editing. And last week, Snapchat’s UK policy chief Henry Turnball gave his tentative support for the bill. “I understand the proposals behind Dr. Luke Evans’ Bill to add some kind of logo or symbol to images or videos that have been digitally altered. I think that is something that has some merit and should be carefully thought through.” That’s not a clear endorsement, and there are various factors which would need to be considered in the proposal. But it could be an important, effective way to reduce unrealistic comparison, and address the concerns noted by Evans in regards to mental health impacts. Interestingly, Google is also investigating the same. Back in October, Google shared the results of tests that it had conducted in regards to digital image re-touching and its impacts on mental health. “We conducted multiple studies and spoke with child and mental health experts from around the world, and found that when you’re not aware that a camera or photo app has applied a filter, the photos can negatively impact mental wellbeing. These default filters can quietly set a beauty standard that some people compare themselves against.” Google has since updated its Pixel settings so that re-touching is switched off by default, while it’s also investigating other ways to highlight digital image altering. It’s an interesting proposal, and one which won’t be welcomed by all, but it could have far-reaching psychological benefits, especially considering the young audiences of apps like Snapchat. Of course, people would seek alternative ways around this, editing their images in other apps in order to avoid any detection. But new tools are also being developed which can highlight changes in digital code, in order to pick out such changes. Definitely, this is a key area of concern, and it’s important for all platforms to be looking into how their tools can impact mental wellbeing, and what they can do to assist, where possible. Labeling altered images would definitely have an impact – but would that reduce usage? And then, which is a more important consideration for the platforms? It’ll likely be a key point of debate in the new year. from https://fatsfixedassettracking.com/snapchat-offers-tentative-support-for-uk-mps-call-for-labels-on-digitally-altered-images/318/ Knowing how to set up Google Analytics is the first step to understanding:
The best part? Google Analytics is absolutely free. And once you have it implemented, Google Analytics allows you to track and measure your business’ traffic goals and prove the ROI of your web and social media presence. However, setting up Google Analytics can be hard (to put it mildly). Luckily for you, we have a step-by-step guide for digital marketers of any level to easily and painlessly set up Google Analytics. Before we jump into how exactly to do that, let’s take a look at what makes Google Analytics so great. Bonus: Get a free social media analytics report template that shows you the most important metrics to track for each network. Why you need Google AnalyticsGoogle Analytics is a robust and powerful tool that provides indispensable information about your website and visitors. With more than 56% of all websites using Google Analytics, it’s also one of the most popular tools out there for digital marketers — and for good reason. The tool allows you to access a wealth of information regarding your site’s visitors. Here’s just a few pieces of data you can get from Google Analytics:
It doesn’t matter if you’re a freelancer with a humble blog or if you’re a big company with a massive website. Anyone can benefit from the information in Google Analytics. Now that you know how great it is, let’s jump into exactly how to set up Google Analytics for your own website. How to set up Google Analytics in 5 simple stepsSetting up Google Analytics can be tricky. However, once you have it set up, you stand to gain a ton of invaluable information very quickly. This is pure 80/20 — with a small amount of work now you stand to gain disproportionate rewards later. To set up Google Analytics, you simply have to follow these steps:
Let’s jump in. Step 1: Set up Google Tag ManagerGoogle Tag Manager is a free tag management system from Google. The way it works is simple: Google Tag Manager takes all the data on your website and sends it to other platforms such as Facebook Analytics and Google Analytics. It also allows you to easily update and add tags to your Google Analytics code without having to manually write code on the back end—saving you time and a lot of headaches down the road. Let’s say you want to be able to track how many people clicked on a downloadable PDF link. Without Google Tag Manager, you’d have to go in and manually change all the download links to do this. However, if you have Google Tag Manager, you can just add a new tag to your Tag Manager to track the downloads. First, you’ll have to create an account on the Google Tag Manager dashboard. Enter in an account name and click continue. You’ll then set up a container, which is essentially a bucket containing all of the “macros, rules, and tags” for your website, according to Google. Give your container a descriptive name and select the type of content it’ll be associated with (Web, iOS, Android, or AMP). Once that’s done, click create, review the Terms of Service, and agree to those terms. You’ll then be given the container’s installation code snippet. This is the piece of code you’ll be pasting into your website’s back end in order to manage your tags. To do that, copy and paste the two snippets of code onto every page of your website. As the instructions say, you’ll need to the first one in the header and the second after the opening of the body. If you’re using WordPress, you can easily do this by pasting the two pieces of code into your WordPress theme. Pro tip: You can make this process even easier by installing and activating the Insert Headers and Footers plugin for WordPress (or equivalent for other types of websites). This will allow you to add any script to the Header and Footer throughout your entire website, but you only have to copy and paste it once. Source: WPBeginner Once that’s done, you can move onto Step 2. Step 2: Set up Google AnalyticsLike Google Tag Manager, you’re going to want to create a Google Analytics account by signing up on the GA page. Enter your account and website name, as well as the website’s URL. Be sure to also select your website’s industry category and the time zone you want the reporting to be in. Once you do all that, accept the Terms and Services in order to get your tracking ID. Source: Google The tracking ID is a string of numbers that tells Google Analytics to send analytics data to you. It’s a number that looks like UA-000000-1. The first set of numbers (000000) is your personal account number and the second set (1) is the property number associated with your account. This is unique to your website and your personal data—so don’t share the tracking ID with anyone publicly. Once you have the tracking ID, it’s time to move onto the next step. Step 3: Set up analytics tag with Google Tag managerNow you’ll learn how to set up specific Google Analytics tracking tags for your website. Go to your Google Tag Manager dashboard and click on the Add a new tag button. You will be taken to a page where you can create your new website tag. On it, you’ll see that you can customize two areas of your tag:
Click on the Tag Configuration button to choose the type of tag you want to create. You’ll want to choose the “Universal Analytics” option in order to create a tag for Google Analytics. Once you click on that, you’ll be able to choose the type of data you want to track. Do that and then go to “Google Analytics Setting” and choose “New Variable…” from the dropdown menu. You’ll then be taken to a new window where you’ll be able to enter in your Google Analytics tracking ID. This will send your website’s data straight into Google Analytics where you’ll be able to see it later. Once this is done, head to the “Triggering” section in order to select that data you want to send to Google Analytics. As with the “Configuration,” click on the Triggering button in order to be sent to the “Choose a trigger” page. From here, click on All pages so it sends data from all your web pages. When all is said and done, your new tag set up should look something like this: Now simply click on Save and voila! You have a new Google Tag tracking and sending data to your Google Analytics page about your website! We’re not done yet, though. You still need to set up your goals — which brings us to… Step 4: Set up Google Analytics goalsWhile you probably know the key performance indicators for your website and business, Google Analytics doesn’t. That’s why you need to tell Google what success looks like for your website. In order to do that, you need to set goals on your Google Analytics dashboard. Start by clicking on the Admin button on the bottom left corner. Once you do, you’ll be sent to another window where you’ll be able to find the “Goals” button. Click on that button and you’ll then be taken to the “Goals” dashboard where you’ll be able to create a new goal. From here, you’ll be able to look through different goal templates to see if one matches your intended goal. You’ll also need to choose the type of goal you want. They include:
From there, you can get even more specific with your goals like choosing exactly how long users need to spend on your site in order to consider it a success. Once you’re done, save the goal and Google Analytics will start to track it for you! Remember: There is a wide variety of data you can track using both Google Tag Manager and Google Analytics. It’s easy to get lost in all the metrics you can track. Our recommendation is to start small with the metrics that matter most to you. Step 5: Link to Google Search ConsoleGoogle Search Console is a powerful tool to help marketers and webmasters gain invaluable search metrics and data. With it, you can do things like:
To set it up, click on the gear icon in the lower left hand corner of the main dashboard. Then click on Property Settings in the middle column. Scroll down and click on Adjust search console. Here you’ll be able to start the process of adding your website to Google Search Console. Click on the Add button and you’ll be redirected to this page. At the bottom, click on the Add a site to Search Console button. From here, you’ll be able to add a new website to Google Search Console. Enter in your website’s name and click Add. Follow the directions to add the HTML code to your site. Once you’re done with that, click on “Save” and you should be taken back to Google Analytics! Your data won’t appear right away—so be sure to check back later to see your Google Search Console data. What to do after you’ve set up Google AnalyticsNow, there are a ton of different things you can do with Google Analytics. The world of data analysis and web marketing is literally at your fingertips. Here are a few suggestions of things you can do: Grant access to your teamIf you’re working with a team, grant permissions to make sure other people can access the data on Google Analytics. To add users, you simply have to follow these six steps from Google:
And voila! You should now be able to give others access to your business’s Google Analytics data. Link Google Ads with Google AnalyticsIf your business uses Google Ads, you can now link that to your Google Analytics account so you can see “the full customer cycle, from how they interact with your marketer (e.g. seeing ad impressions, clicking ads) to how they finally complete the goals you’ve set for them on your site (e.g. making purchases, consuming content),” according to Google. To link the two accounts, follow the seven steps below:
With your accounts link, you’ll have even greater access to information you need to determine your ad campaign’s ROI. Set up viewsGoogle Analytics allows you to set up your reports so you only see the data and metrics that matter to you through “views.” By default, Google Analytics gives you an unfiltered view of each website in your account. That means if you have, say, three websites associated with you Google Analytics, it’ll all be sent to one property where the data is aggregated. However, you can set it up so you only get the data you want to see. For example, you could have a view that helps you see only organic search traffic. Or maybe you want to see only social media traffic. Or you want to see conversions from you target market. All can be done through views. To add a new view, simply follow the steps below:
Once you create your view, you’ll be able to edit the view settings to filter exactly what you want to see. 5 ways to use Google Analytics to analyze your web trafficNow that you’ve successfully set up Google Analytics and looked at some ways to optimize it, let’s explore some ways you can analyze your traffic. On the left sidebar, you can find five reporting options that offer you different ways of looking at your web traffic. Let’s take a look at each now and break down exactly what you can expect to find in them. Real-Time overviewThe Real-Time report shows you an overview of visitors to your site at that very moment. The report even breaks down how many pageviews you are getting each minute and second. You’ll be able to take a look at where your audience is coming from, the top keywords you’re ranking for, and how many conversions you’re getting. Though this can be very helpful for larger sites consistently bringing in several hundred, thousand, or million visitors each day, it’s really not as helpful for smaller websites. In fact, you might not see very much data on this report at all if your site is smaller and/or newer. You’d be better off looking at some of the other reports on this list. Audience overviewThis is one of the most powerful pieces of reporting you can access from Google Analytics. The Audience reports gives you information about visitors to your site based on attributes relevant to your business and goals. This can be anything and everything from key demographics (e.g. location, age), returning customers, and more. You can even get really in the weeds and track very, very specific types of audiences. For example, you could track visitors who visited a certain landing page for a product on your website and then four days later returned to buy the product. This information is incredibly beneficial for doing things like creating buyer personas, choosing topics that your visitors might be interested in for blog posts, and tailoring your brand’s look and feel for them. Go deeper: Here’s how you can create audiences on Google Analytics. Acquisition overviewThe Acquisition report shows you where your audience is coming from in the world as well as online. If you find that a specific blog post spiked in traffic, you’ll be able to find exactly where online the visitors to that blog post are coming from. For example, after some digging, you might discover that the blog post was posted in a relevant Facebook group that really engaged with the post. The Acquisition report is very important and can help you determine the ROI of specific marketing campaigns. For example, if you recently started a big Facebook advertising campaign, you’ll be able to see how many users are coming from Facebook to your website. This better informs how you should approach social media and SEO marketing campaigns in the future. Behavior overviewThe Behavior report shows you how your users move through and interact with your website. More broadly, it shows you how many pageviews your site gets total, as well as how many pageviews individual pages on your site receives. This breakdown can be incredibly valuable. It’ll show you exactly where your audience spends the bulk of their time when they’re on your website, right down to the web page. Diving in even further, you can see the “Behavior Flow” of your users. This is a visualization of the path your visitors most often take on your website. This follows the user from the first page they typically visit all the way to the last page they typically visit before they leave. This can be a good way to gut check your assumptions about how your visitors approach your site. If they aren’t taking a desired path (for example, you want them to go to a specific landing page or a product page but they’re not), then you can re-optimize your website to help get them there. The Behavior overview also gives you a good breakdown of each page individually. It showcases how many views those pages are getting, the average time visitors spend on those pages, as well as unique page views. This can be very valuable especially if you’re leveraging SEO marketing for your site. Conversions overviewThis is where you’ll be able to see the impact of all your marketing efforts. It showcases how much money you’re earning by turning website visitors to customers. There are three different reports in the Conversions tab:
This is a very important report you should become very familiar with if you want to improve sales overall. ConclusionGoogle Analytics is a must have for any digital marketer. It’ll help you track the performance of your website along with all your digital marketing campaigns. With it you’ll be able to determine ROI and learn more about your audience. Without it, you’ll practically be sailing on an ocean without a compass and a map (which is to say, very lost). Drive more traffic to your website from social media using Hootsuite. From a single dashboard you can manage all your social media profiles and measure success. Try it free today. Get Started
from https://fatsfixedassettracking.com/how-to-set-up-google-analytics-a-step-by-step-guide/316/ Subscribe to updates for Media Customizations Delay via email and/or text message. You’ll receive email notifications when incidents are updated, and text message notifications whenever Wistia creates or resolves an incident. from https://fatsfixedassettracking.com/wistia-status-media-customizations-delay/315/ Social Media Marketing
In our 12th annual social media study (46 pages, 60+ charts) of 5,200+ marketers, you’ll discover which social networks marketers most plan on using, organic social activities, paid social media plans, and much more! Get this free report and never miss another great article from Social Media Examiner.
from https://fatsfixedassettracking.com/how-to-use-instagram-for-customer-service-social-media-examiner/313/ Various social media platforms witness rapid spike in conversations during holiday season. From product discovery to final purchase everything happens on social media platforms.
With over 3.6 billion social media users and an increased amount of time spent online, especially during the holidays – Thanksgiving, Black Friday, Small Business Saturday, Cyber Monday, and Christmas, you can’t slack on online promotions. To help you kick-start your holiday campaign and land more conversions, we have curated a list of top content and promotional strategies. Here’s an infographic letting you know:
And there’s more! Tips and words of caution from the digital practitioners, Agency owners, and influencers that have run their own successful holiday campaigns over the years using the best social media tools. So read along this fun, detailed, and solution-oriented infographic and share it with others as well. If you are more of a reading person and want to master the art of holiday marketing, here is an all-in-one social media holiday season guide to create a successful campaign. Embed Our Infographic:
from https://fatsfixedassettracking.com/social-media-strategy-for-a-successful-holiday-campaign-infographic/311/
It’s been a whirlwind of a year and anticipating what lies ahead is no easier to navigate. Our friends at Hootsuite launched their 5th annual Social Trends report illuminating the top trends set to shape brands in 2021 and how to adapt and thrive. You can download the full report here, but here’s a peek at some of the high-level insights backed by the brightest minds in marketing and data. A shift to short-term ROIThis year saw a rush to deliver a short-term return on investment (ROI) to recoup lost sales from the upheaval of the pandemic. In fact, 73 percent of all marketers ranked “increased acquisition of new customers” as their top outcome for social in 2021, compared to only 46% last year, marking a 58 percent year-over-year increase. This has led to a very transaction-focused year. But transactions alone don’t create memorable brands or long-term growth. That’s why you need to innovate to win long-term loyalty and engagement. How? By bringing back the fun to the buying process, making shopping more social and using social as a way to connect with customers, foster loyalty, and prevent disjointed experiences. Finding your place in social conversationsThe uptick in social media use in 2020 translated into numerous opportunities for brands. Unfortunately, many faltered by jumping in too soon instead of taking crucial time to listen to their audiences. The reality is, many people want to engage with each other, not brands. Those that let their audiences guide them were able to find spaces where they could fit into the conversation in a meaningful and authentic way. Brands who will find success in 2021 are not necessarily the ones leading the conversation, but rather finding creative avenues to fit into it and break through the walls of indifference. To join the conversation instead of just interrupting, lean into user-generated content (UGC) in lieu of costly content production, bolster social listening to find where you fit, and pick your time and place for engagement and participation. The tipping point for baby boomersBaby boomers are spending even more time on social platforms now as a result of the pandemic, yet marketers still overlook and under-represent this lucrative group in favor of targeting younger demographics. Why? For one, we have a tendency to fall prey to the irresistible chase of newness—rather than pursuing effectiveness. To capitalize on boomers’ growing tech enthusiasm, look to smart segmentation and thoughtful representation. That’s how savvy brands like yours will leapfrog over companies still stereotyping. Tying engagement data to identitySocial media isn’t simply about racking up likes, those are just a means to an end. You want to make sure your social efforts drive real results for your business. To do it, move beyond reactions and dig deeper to see how social data can help you understand your customers better. Linking social media engagement to identity is more critical than ever for marketers. After so many traditional approaches fell by the wayside, it’s become the strongest bridge between brands and customers. To achieve this, look to establish a solid UTM framework for both paid and organic ads and integrate your data into your CRMs. This will ensure greater visibility into customer touchpoints and untapped opportunities. Success will boil down to taking steps — big or small — to gather key insights from quantifiable data. Be sure to map these back to your broader marketing objectives to avoid getting lost in a pit of attribution or stuck measuring social in a silo. Becoming a purpose-driven brandWhile 2020 wasn’t the beginning of the shift towards purpose-driven marketing, it kicked things into high gear. Now 53 percent of people say they want brands to proactively make the world a better place. Becoming a purpose-driven brand isn’t something you can fake or simply mimic on social media. You can’t tick a box and be done. Brands must be cognizant of what is going on in the world and take into consideration the conversations already unfolding. If you’re going to take a stance, make sure your actions back it up. In 2021, the strongest brands will balance the twin demands of building a better business and better world. This strategy must start in your boardroom and should use social listening to learn and gain intelligence. Get your free copy of Hootsuite’s Social Trends 2021 report!Download
from https://fatsfixedassettracking.com/5-insights-to-boost-your-brands-social-presence-in-2021-and-beyond/309/ Legally protecting your content and intellectual property is important stuff Attention all entrepreneurs: There’s a new law in town that’s a game-changer for your business… and you need to know about. Trust me when I say that this law is going to make your life a whole lot easier. And because I’m always on a […] The post #345: The One Where We Make Business Legal Jargon Sexy with Ashley Kirkwood appeared first on Amy Porterfield | Online Marketing Expert. from https://fatsfixedassettracking.com/345-the-one-where-we-make-business-legal-jargon-sexy-with-ashley-kirkwood/307/ |
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