Top 10 Digital Advertising tips for your Marketing Strategy

Today, everything works and sells on digital media platforms. Something that the older generation would have never imagined in their dreams. Advertising on these platforms is quite the demand now. The best way to advertise and put forward a good business strategy has time-and-again proven to be through digital advertising. The modern business strategy is to use social media and digital mediums to convey your brand marketing, gain more business by targeting and digitally reaching the audience. 

So why be left out? Be it a B2B or B2C kind of business, one thing that can certainly put your brand on the market’s map is digital advertising. Not just that, it will directly affect your sales, conversions, client base, and growth. For this to happen, your ads need to be strategic and contain all the necessary elements like content, design, platform, or even showing how well you know your audience. Read ahead to get a list of tips on how and where you need to apply which tactic to gain your targeted results through digital advertising.

Know your Audience:

While creating a product or developing a service, you would have certainly thought about which group of audience you are making it for and who you want to target. The same goes for advertising and marketing of that product. The most vital thing for you is to know your target audience so that you can strategize how to target that particular section of the audience. Social media sites like Facebook, Instagram, Snapchat, etc., help you do just that. A few of these sites even help you by narrowing it down to your audience’s interests and hobbies so that the ones who have an interest in what you are advertising, directly get attracted to your marketed product.

Creativity is key:

If you think your brand and its products need to stand out from other contemporaries in the market, you need to make sure your advertising strategy stands out. Be smart about choosing the elements of the advertisement, and add features to your brand accordingly to make it unique. Everything starting from the brand name, logo, color scheme, cover pages, fonts, etc. is to be well planned and should go with the vibe of your brand. Create an excellent brand advertising campaign and add touches of creativity that reflects your brand and what it stands for. Ensure that the images used are not dull, not too repetitive, and keep in mind that they should strike a sense of familiarity with the audience, for them, to take a step towards your brand.

Research, research, and more research:

New strategies and trends are emerging every single day. To make your brand and products look unique and still want the audience to choose you over the several different brands that are offering the same thing, you need to know how to be appealing to the audience. While marketing is the way to go, it is also true that with all the new trends and strategies, there are chances that you might fall behind. If you have researched enough about every new way to market your product, you will never get diminished from the market, and your audience will keep coming to you. So research as much as possible. Find out new strategies, new ideas, ways to grab attention, how your competitors are doing it, how the top brands in the market are doing it, and what’s new in the market. Remember, proper research goes a long way.

The Consumer attitude:

While branding and marketing are great tools, another part of advertising that will help you is understanding the buyer. When you know your buyer’s needs, you are more likely to bend your ways to reach and fulfill them. Throughout the buying process, observe your buyer. Your website helps you track when and at which page your buyer left the website or how they got to open it in the first place. This way, you will know where the potential buyers are finding you from and give more attention to that way because clearly, that is working best for you. Use these analytics to figure out why buyers are leaving, what is causing them to leave, and which point is causing it more. A thorough follow up will help you gain more clients and not lose as many mid-way. Feedbacks are another great way to do that as well.

Think before you spend:

While it’s true that many platforms offer excellent opportunities to target and find your clients effectively, it is also true that not all platforms are going to work for you. Based on your product, target audience, and many more reasons, there are chances that one platform might be great for you, and the other might not give as good results. This is the reason why you should always test the waters. Check which platform works well and try out different campaigns and marketing strategies before completely and blindly investing in them.  

Facebook to the rescue:

Research has shown that many small businesses grew because they used Facebook as the primary medium to advertise your product. Facebook has all the information about your target audience and also makes it possible to reach and find a new audience in the way. It is not as expensive as most social media sites, and analytics help you ace it out. Try Facebook to grow your business and get audiences.

Product Listing Ads:

Your product is good, and you know it. But how are you expecting your audience to discover it? Through product listings, you can endorse your products to the target market. You must add a detailed description of the product. With products that don’t have enough information in their ads, audiences tend to research on their own, which leads to either losing interest in the product or finding an alternative while researching it. All this at the cost of losing a potential client. Make sure your ads have an attractive picture of the product and a description that is enough for the client to take action.

Geo-Fencing:

There are times when we are in a store, and social media in a few hours starts showing us ads of the same store or brand. This process of aiming to draw an audience based on their location is called geo-fencing. Geo-fencing used alongside digital marketing can make a difference in the target audience, who might be potential clients. Several companies use this method, and it has proven to be quite the strategy.

Different Social media same integrated strategy:

With your presence on social media, one thing is definite that you are trying to make an effort to reach your target market through the means that they prefer. But the truth is that different social media have different ways of working, and what might catch a person’s attention on one platform might not even be looked at on the other. For this, you need to make sure that advertisements are integrated across different social media platforms to reach various audiences in ways that attract them. This integration of ads will bring in the sense of customization and increase your chances of getting clients.

Social media metrics and ROI:

Whenever a good businessman puts in a new strategy, he waits to see how his market is receiving it and how or whether it benefits him in the short and the long run as well. The same is with social media. Social media metrics will help you recognize who the ad is reaching, how many are following through, and how many are rejecting it. It will also reflect on your profit as a brand. If the ad is working well, it means your conversions must increase and vice-versa. Maintain and monitor engagement with the audience and watch how a good strategy can turn the audience into clients and likes and shares into conversions.

When followed effectively, backed with proper research, execution, and follow-through, these are a few strategies that can change the way your brand gets clients and make a rather strong client base that sticks with you and the products or services you offer.

How to get more leads on Social Media: 5 Important steps to follow.

Top brands across the globe have tried using social media to their advantage. While digital networking platforms follow a trend known as crowd culture, it is evident that some market leaders have successfully used social media to generate leads for their company. Leads primarily refer to the potential buyers that you meet and interact with online. Every brand aims to create leads for revenue generation. Continue reading ahead to learn about the 5 critical steps that you must follow for excellent marketing ideas on social media.

Why should you choose social media?

Though you know that social media is a fantastic choice as a marketing platform, have you considered why it is the best? Well, to begin with, social media is an indelible part of everyone’s lives where they can share photos, videos, status updated, and ask viewers for their opinions and suggestions. It helps them interact. According to primary search data, 20% of business owners have replaced traditional email communication with social media updates. Additionally, almost 23% of digital users spend their time online reading blogs and social media updates.

According to Sales for Life, 61% of B2B marketers use social media to increase lead generation. Emails are great means of communication but have now become an outdated model because, firstly, not everyone checks their mails all day. And secondly, emails are not location-specific, so they lose their impact.

Top 5 strategies to generate leads on social media.

  1. Content is indeed the king.

You must remember that viewers crave content. When you post an advertisement, photo, or video on your social media handles, it must be something meaningful. One of the best ways of doing this is via internal linking or hyperlinking. For example, when you send an email to your users or post a video on your Facebook handle, the content must have an internal link to the relevant products and services. Clicking on the link must redirect your potential buyers to a page where they can place an immediate order. Since people often complain of having a busy schedule, they do not have the time first to read your post and then separately search for you.

  1. Switch to a business account and use paid ads.

You must switch your general account to a business account on Facebook because it helps you to not only look more professional but also enables buyers to get instant contact information. There is an exceptional service on the networking site that allows you to opt for paid ad boosting services. All you need to do is select a package, and your ads will become location-specific and language-specific. Since Facebook owns Instagram, the latter has a similar feature and outline. Please note that these are better suited for B2C transactions.

On the other hand, LinkedIn is more suited for B2B transactions, and according to research conducted by QuickSprout, 45% of LinkedIn marketers have gained consumers from the platform. To conclude, social media campaigns can prove to be a boon for your business expansion and growth.

  1. Have you considered a live event?

Now, you must be wondering what kind of a live event you should host? Well, there are multiple options that you can choose from. Firstly, you can host a regular live event where someone from the managing team comes online and starts a live video. Here, you can treat it as an ice-breaking moment and get friendly with your buyers. You can start with small talk leading to brand publicity. Leads will ask you questions that you answer.

On the other hand, you can host tutorial videos and webinars where you teach something to your buyers. For example, if your brand sells face scrubs, you can host a webinar related to beauty tips and skincare. Accordingly, you can market your product and generate leads.

  1. Referral codes can give dual benefits.

One of the most common methods of lead campaigns includes using referral codes. Essentially, you need to circulate a referral code to buyers on social media. When a buyer puts in the code while purchasing from your website, they get discounted rates. A leading brand that has done this successfully is Dominos. It also allows you to bundle your products and sell more.

  1. Get selling on social media!

Last but not least, how about selling your products directly on social media? Yes, it means that the buyers will no longer need to visit your website. It is simple to start an Instagram and Facebook business page where you can post your products, prices, and transaction details. The buyers can message you personally, and you can guide them about how to place the order. Or, you can also guide them to your website, depending on what suits your needs.

Social media is the perfect place to generate leads. However, you will be successful only if you are smart to use it to your benefit. These quick tips are tried and tested for your convenience.

How to boost your Facebook organic reach?

Social media outreach is honestly one of the smartest ways to increase your brand awareness. It doesn’t require a lot of mechanical effort, and you can generate a lot of fan following or recognition if you use it efficiently.

Facebook is a viral site with 2.41 billion monthly active users, as of 2019. Facebook marketing is a goldmine for generating brand awareness.

However, gone are the days when you could just put up posts and sit back, letting Facebook algorithms do all the work. You must be steps ahead of your contemporaries and work creatively to increase your Facebook organic reach.

Tips to increase your Facebook organic reach:

  1. Mix it up!

You’ve to know what your audience wants. Your audience needs to know there are actual humans behind this huge brand you’re trying to sell. An excellent way to increase your reach is by posting a combination of engaging content and informative links.

When people view your entertaining or engaging content, they’ll like, comment, and share. This will keep your posts up and more viewable in users’ newsfeeds when you post informative links too.

Posting reviews by clients, or putting up Facebook Live Videos also lets people see the humans attached to the brand. It humanizes your brand and approachable to the masses.

  1. Get an insight into your Insights

Facebook Insights is a crazy tool for Facebook marketing. It is an all-in-one stop solution for understanding where you’re going wrong with your audience analysis and the content you put up.

Analyze your insights and understand each metric. You should be agile in changing your current strategies if the Insights show that they’re not working.

Amateurs don’t use Facebook Insights for Facebook marketing, and that’s one of the biggest mistakes they make when trying to increase their organic reach.

  1. Visuals matter

“A picture is worth a thousand words” is a common saying and a pretty accurate one too.

Visual content has been statistically proven to be far more engaging and enticing than stats or data-driven content.

If you want a full-proof plan to increase your organic reach, say the same things but through visual posts. You can do a lot of things when it comes to visual posts. Try putting related quotes or information on images, putting your thought-process and mind-maps for your brand on strong imagery, use vibrant and powerful imagery for boring data and stats, etc.

  1. Talk to the people

Like has been mentioned before, whenever a brand is humanized, it instantly becomes more approachable.

Especially as a brand that is just starting, you should assign a workforce to respond to the comments and shares on your post. Replying to the comments, engaging the people who share your posts and share opinions about your brand; these are all very important. Things like these turn people in your favor, and they become advocates of your cause.

  1. Know when to post

If you analyze your Facebook Insights extensively, you will be able to notice what the best time is for posting. Nobody will know what the correct time to post is, better than you.

Take advantage of the tools Facebook provides to market your content smartly. The right time can be the point of difference between going viral or going unnoticed.

If your audience is global, then the timings for your posts need to take that into account.

  1. Plan your content

In today’s fast-paced world, it is extremely tough to keep people engaged. Our generation gets bored so quickly. We dislike anything that remains stagnant or doesn’t keep growing.

It is impractical to expect that your audience will stay hooked to your brand if you churn out repetitive or ill-planned content.

While it is tedious to do so in practice, you should always keep your content pre-planned. Strategize and innovate so that you are still one step ahead of your audience.

Approximately 500,000 new users are added on Facebook every day, giving you 500,000 fresh prospects each day. That’s a vast sea with a lot of fish. If you plan your content well, you can keep a considerable portion of these new users hooked and addicted every day.

  1. Mobile-friendly content

Around 47% of Facebook users access their profiles via their cell-phones. Mobiles are the primary device through which people access Facebook. If your content is tiresome or tedious to view on mobiles, it will probably drive a part of your potential consumer base away.

Your content needs to have layouts that are mobile-friendly and cater to mobile-addicted consumers.

A smart businessperson knows not to ignore facts. Use the power Facebook gives you, and turn the tables around when it comes to your Facebook organic reach.

All you need to know about IGTV marketing!

Instagram announced the release of IGTV, and with it came a galore of videos uploaded by everyone from celebrities to prominent brands. It is a platform that allows its users to watch the long-form, vertical video. IGTV also allows the users to upload videos of a length of up to one-hour (as opposed to the existing maximum of one-minute videos). Since the release of IGTV, the marketers have been working hard at looking for ways to take advantage of this new platform for IGTV marketing. To have a better understanding of what IGTV is and how to use IGTV effectively for marketing, we will now take a look at IGTV and how to make the most from it.

WHAT IS IGTV?

Instagram TV is an app within Instagram which is introduced by Facebook. It allows users to upload high-quality vertical videos on the Instagram app. The users have access to uploading videos to their IGTV channels for a duration of 15 seconds to 60 minutes long. The larger and verified accounts have access to uploading videos up to 60 minutes long. These extended videos have to be uploaded from a computer, thus making content more compelling to the target audience for IGTV marketing. IGTV is unquestionably worth investing time in for marketers since Instagram is all about creating appealing content.

HOW TO USE IGTV?

This segment will cover the steps of how to use IGTV on Instagram. For using IGTV, the users have to start by clicking the little TV icon in the top right corner of the Instagram app. After clicking on that icon, users can explore videos from the accounts that they follow or accessible content that other people have posted. To upload a video on IGTV, the users have to create their own IGTV channel. For creating an IGTV channel, the users need to go into the IGTV section and click the settings button. Then, once the users enter in their channel, the users are free to upload videos. IGTV gives its users the option to add a title and description. It also gives the option of sharing the IGTV video to their Facebook Page.

WHY IS IGTV MARKETING BENEFICIAL?

Through IGTV, influencers and brands can communicate with their audience differently by getting creative in producing engaging vertical videos. It is essential to create content which resonates with the target audience, build the brand community with appealing and informative videos to market effectively. IGTV has been introduced at the perfect time where branded videos have been gaining a lot of attention. A brand can now tell a story through videos, which will connect IGTV at the center of social media digital marketing strategies. Thus, brands nowadays have started using and formulating an IGTV marketing strategy.

IGTV is equally beneficial for both influencers and brands that want to collaborate. A business could not only use this feature for their branded video content, but it could also make IGTV a requirement of its future influencer campaigns and encourage the influencers to create more video content. Some of the IGTV best practices include the company to focus on engaging existing audiences while tapping into new ones, testing their creativity, and ultimately reap the benefits of increased brand awareness through effective marketing on Instagram.

IGTV offers a distinct way to reach people in the place where they already spend most of their time. Building videos formatted especially for IGTV, opens a wide door to get more viewership, go more in-depth with an audience, and provide more value. Thus, IGTV will be excellent for brands because it will make sharing video content less cumbersome without any interruptions.

All you need to know about the avant-garde Snapchat Marketing

‘Snapchat’ has become a household word in today’s world. When this multimedia messaging app was being released in 2011, very few would have thought that it would eventually become an integral part of the daily routine of millennials. But now it is one of the fastest-growing social media platforms in the world with an annual growth rate of 18% being recorded last year.

This ever-increasing user base of Snapchat has opened up a whole new avenue known as Snapchat advertising or Snapchat digital marketing. As the name suggests, in snapchat advertising, businesses try to use snapchat for business marketing.

Snapchat digital marketing is still a largely unexplored field that holds loads of potential to do wonders for any business. Presently, only 1% of marketers use Snapchat for business marketing. If you want a head-start to your competitors, there will not be a better opportunity.

In this article, we will go over a few things that are primarily relevant to use Snapchat advertising to your advantage.

Why use Snapchat for business marketing?

As of February 2018, Snapchat has 187 active daily users out of which 73% were millennials, and 71% were below the age of 25. So, if your brand is looking to target an audience whose age is in the range of 18 to 34, you can hardly find a better advertising platform than Snapchat.

In recent years, as the number of cell phone users is growing by the day, targeting mobile users has been an important marketing strategy for most businesses. Snapchat can have an immense contribution to this field. One hundred percent of Snapchat’s content is mobile-oriented, which allows firms an easy pathway into the mobile screen of their potential customers.

Snapchat has provisions for both paid and unpaid promotions of your businesses. The paid promotional features include snap ads, sponsored geofilters, and sponsored lenses. Snap ads are ten-second long vertical video ads, whereas, sponsored geofilters are unique filters for photos that are only available at the locations specified by you. Sponsored lenses are a type of fun photo-modification feature. The no-pay promotional features include snaps and snapchat story ads. With 45% of the posts on Snapchat being stories, Snapchat story ads can prove to be a capable marketing vehicle.

How to set-up a Snapchat business account?

A Snapchat business account is a must-have if you are looking to advertise on the platform.

Head over to the Snapchat website and create a business account. The process is relatively intuitive and straightforward, and there is elaborate guidance on the procedure on the site.

Once you are done with the procedure is a business is ready to roll on Snapchat.

Some essential Snapchat digital marketing tips

If you have opted for Snapchat advertising, then you are treading an entirely unexplored path, and it might get a bit lonely or confusing at times. But the following tips will surely help you raise your snapchat advertising game.

Post to your story on a regular basis

Once you are done setting up your Snapchat business account, you have to make sure that it is active. The best way to do this is by adding to your story on a regular basis. All Snapchat posts are volatile. They disappear after twenty-four hours. So, in order to keep your brand fresh and crisp in the minds of your audience, you need to post on a regular basis. That being said, you need to keep a check on the frequency. Only a fine line separates being interactive and being irritating. If you post many times in a single day, the chances are that your audience will skip over most of your posts and it will be an exercise in futility.

Promote your Snapchat account

Whatever be your Snapchat advertising strategy, you need followers to implement them on. You have to understand that nobody knows that your business has a Snapchat account unless you tell them and hence the followers you are looking for won’t emerge out of thin air. So, it is absolutely imperative that you promote your Snapchat account from the other accounts that you have on different social media platforms.

Pinpoint your target audience

The most effective marketing tools are those who can make the audience relate to them and churns out a response from them. In order to come up with posts, creative, and artworks that are effective and will stir a reaction from the audience, you need to identify who your audiences are. They can be a group of people sharing similar interests, speaking the same language, or living in the same place.

Snapchat comes with a built-in tool known as Snapchat Insights which can prove to be very helpful to understand and analyse the type of audience that your posts are drawing, and these insights can help you fix your target audience.

The tips mentioned above are some of the basic ones that will help you get started with Snapchat advertising.

Now that you are somewhat familiar with snapchat digital marketing, I am sure that you can realize the enormous potential that Snapchat has as a marketing platform. The enormous leaps in popularity that the platform is taking is sure to fuel this potential.

Effective strategies for successful Influencer Campaign – The pro take!

Content is King but engagement is Queen, and the lady rules the house!”

-These words by marketing expert Mari Smith are something that every digital marketer should live by.

To influence the masses with your brand, you shouldn’t merely create content for the digital platform, but also know how to engage your targeted consumers. And, in today’s social media-driven world, what can be a better way to engage your audience than with influencer marketing campaigns?

Marketing is fire, while social media is the fuel for it.”

In this analogy, an influencer is a proverbial matchstick to get the fuel burning. Through influencer marketing, you need to find someone who has a strong influence on your brand’s target audience and form a partnership with that person to put out your brand voice to the masses.

However, finding an influencer for marketing your brand is merely the first step to creating a successful influencer campaign. But to make it work, you should have the right strategy in place!

Give the following points a read and chalk out a plan to ensure that your influencer marketing campaigns take off!

i. Set specific goals for your campaign

According to the latest data from L2 Inc., about 50% to 90% brand from every industry use influencer marketing strategy on Instagram to establish their brand’s presence in the market.

Surprised?

Well, what is even more surprising is that many famous brands are also taking up this strategy to put their products out to the public. One of these influencer marketing examples is the story of Damon and Jo, who started the travel show “Shut Up and Go” on YouTube to chronicle their travel around the world. Soon after, their show became popular and started generating views. Following this, famous brands like Toyota, MTV and Greyhound partnered with them to promote their brands.

And voila! Successful influencer marketing campaigns took the much-needed baby steps!

But, what if Toyota had partnered with a beauty blogger to market its brand? It would not have ended up too well, right?

That is why you should determine your goals for the campaign first. Choose your audience, make a list of influencers that can help you reach out to them, and most importantly, set a budget!

You can then proceed with your campaign.

ii. Set specific goals for your campaign

If you have to tell people that you’re an “influencer” on your social media profiles, then you are probably not.”

Reality check!

Well, yeah! This quote by influencer Rebecca Aguilar is the first thing you should keep in mind while choosing the person to partner with.

When you involve influencers to promote your business, they become the face of your brand. They indirectly work to build a bridge of trust between your organisation and customers. That is why it is crucial to put ample research into them before choosing someone to represent your brand.

Choose someone with credibility, followers and good ethics to become the voice for your brand!

iii. Let your influencers’ creative juices flow!

Influencers, with a considerable number of followers, will know how to reach your customers and ways to earn their trust. Influencer marketing is curated in a way to grant exposure to both the influencer and the brand. You should, thus, allow them the creative freedom to design their content.

So, collaborate with them but allow them their space to elevate the material.

iv. Zero in on the social media platforms you want to use

Say, for example, you need to market your food delivery service. Then, LinkedIn is definitely not the platform you will choose for your service, right?

You should look into how a particular social media platform can help to market your services. Look into Facebook, Twitter, Instagram, YouTube and any other platforms, and list how they can help you to reach out to your target audience.

Seek out the influencers on those platforms and collaborate with them to make your influencer marketing campaigns shine!

v. Follow the seven Cs of communication!

“Engage rather than sell … Work as a co-creator, not a marketer.”

Based on this quote by market researcher Tom H. C. Anderson, communication is the key to create a great influencer campaign.

Following are the seven Cs of communication to help you understand the best way to approach your influencer campaign:

  • Credibility
  • Consistency
  • Courtesy
  • Clarity  
  • Creativity
  • Context
  • Content

Look into each of them and make your campaign take off!

Thus, in the denouement, influencer marketing campaigns work best if you communicate effectively with the personality you partnered with. This unique collaboration is the best way to ensure that your brand reaches out to your targeted audience in every corner of the world.

So, what are you waiting for? Get set to devise a great marketing plan through influencers and make your brand accessible to the most number of people, today!

A guide to LinkedIn Advertising

With over 560 million users, LinkedIn has become a major marketing tools in digital industry. It has proven itself to be a powerhouse for professionals looking to network and connect new career opportunities. Well, this is not just it; LinkedIn is great for inbounding marketing purposes. LinkedIn ads can be listed as an effective way of social media marketing along with Facebook and Instagram.

LinkedIn has a powerful ad platform. If you are new to LinkedIn advertising, we have made it easier for you! This beginner’s guide to LinkedIn marketing will give you insights on how to create LinkedIn ads and how to run it.

LinkedIn has advanced their tools over these years. It creates an interesting and useful experience, and also get your messages to the audiences without difficulty. A few of the advantages it has over any other marketing platforms are:

  • Slicker desktop app
  • Better mobile apps
  • Show and share rich content, including video
  • Get less spam
  • Premium apps for the serious business-minded

There are different formats of LinkedIn ad types. The most popular ad formats include:

  • Sponsored Content
  • Direct Sponsored Content
  • Sponsored InMail
  • Text Ads
  • Dynamic Ads
  • Lead Gen Forms

How to run LinkedIn ads?

To advertise on LinkedIn, you need to have an account and a business page. Let’s take a look at a few easy steps through which you can run LinkedIn ads.

  1. Set-up a campaign manager account

Setting up a campaign manager account is an imperative step in LinkedIn marketing. This is the place where you manage and optimize your advertisements on LinkedIn. It has various features that aids in comprehending how the ad is performing. These features incorporate:

  • Dynamic visual reporting
  • See how your Sponsored Content campaigns are performing
  • View demographics of people clicking on your ads
  1. Choose your ad type

Next step is to choose the ad type. There are three ad types from which you can choose anyone with reference to your objective or goal. The ad type includes:

  • Sponsored content to promote the content
  • Text ads that helps to drive traffic from the desktop
  • Sponsored InMail

Once the ad type is chosen, create campaign name, choose target audience language and select a call to action button.

  1. Create your ad

If you want your advertisement to get more reach and link clicks, it’s crucial to incorporate some images alongside your copy. As per LinkedIn’s guidelines, ads with images are said to get 20% more clicks.

The campaign manager guides the user through creating ads, with help of ad specs and tips along the way.

  1. Target your ad

It is imperative to specify options for targeting so that your ad reaches the right audience. Stipulate the locations where you would like to target your ads. Also, give other demographic and psychographic details for the right targeting. Save your choices as a template to speed things up later, when creating other campaigns.

  1. Set the budget and schedule

LinkedIn ad costs are completely affordable and not very expensive. You can set the daily budget for each ad that you post on LinkedIn. The reach of your ad will depend upon the budget that you set.

Apart from that, LinkedIn has options like:

  • Cost per click (CPC)
  • Cost per impression (CPM) for the messages in a user’s view, or…
  • Cost per send, for Sponsored InMail ads (pay only for the messages received)
  1. Measure and refine the LinkedIn ads

Campaign manager helps you to measure and optimize your campaigns. Metrics of measuring include impressions, clicks, and spend.

LinkedIn is definitely a prodigious advertising option for B2B marketers at present.

There’s plenty of different techniques to try with LinkedIn ads, but the most important thing you can do is to really watch what LinkedIn is doing and what new features they continue to roll out throughout.

5 essential steps to manage a Social Media Crisis

A communication crisis can happen anytime. In today’s interconnected digital world, social media crisis hits brands without a caveat. It doesn’t matter the industry your brand belongs to or the popularity your brand possesses; sometimes, it just happens.  Hence it is important to be always prepared for a crisis.

The first thing to do is, understand what is a crisis and what is not, before creating an effective social media crisis management plan. Because prevention is always better than cure! In the early days of social media, there used to be only very little issues to solve. But today, even petty issues take up a big room in social media leading to heated debates and discussions.

What is a crisis and what is not?

Somebody giving one or two rude remarks about your company through social media is not included in the list of crisis. But when the rude remarks start coming from a huge number of people, then it should be given a thought. The famous brand Forever 21 faced a huge backlash for the way they treat animals for wool. Many people in the social media stood up against the brand for their unethical practices. Well, something like this could definitely be called a crisis. This is one of the very recent social media crisis examples as well.

Now let’s take a stroll through the steps by which we can manage a social media crisis.

  1. Create social media guidelines

Some of the worst crises start with an inappropriate post. Fortunately, these are the easiest crises that we can avoid with the implementation of proper measures. And the best way to do that is to create a robust list of social media policies for your company. It should deliver unblemished guidelines for appropriate use and outline expectations.

  • Copyright guidelines: It is not necessary that employees understand how copyright works online. Provide instructions on how to use and credit third-party content.
  • Privacy guidelines: Stipulate on the details of how to interact with customers online. Give your social team pertinent direction on when to take the conversation to a private channel.
  • Confidentiality guidelines: Certain business information must be kept in wraps, specify these details clearly to the employees.
  • Brand voice guidelines: Brand voice is important for any brand as it reflects the brand personality itself. Elucidate the brand voice to your social media team and work accordingly.
  1. Use social listening to identify potential issues

Along with monitoring brand mentions, monitor the social sentiments as well. Don’t be baffled! Social sentiment is a metric used to analyse how people feel about your brand. By monitoring clearly, you can perceive how people feel about your brand and over the time you will understand if there is a change in sentiments as well.

  1. Come up with a crisis communication plan

Craft a company-wide social media crisis communication plan. This will allow you to respond quickly to any potential crisis. Do not wait for a crisis or issue to happen to take an action. Instead, have a set of preventive measures in hands to face any crisis that comes on the way. This will ensure that the issue doesn’t go out of control.

The major essential in managing a social crisis is timeliness. You should be quick in responding to a crisis.

An ideal social media crisis plan must incorporate the following points:

  • Craft an internal communication program.
  • Determine what is a crisis and what is not.
  • Provide a link to your social media policies.
  • Instigate an approval process before posting any content in social media.
  • Assign roles and responsibilities for every department. Give them proper guidance on who will do what.
  1. Pause all scheduled posts

Stop all the posts, that you have pre-scheduled.

Scheduled posts and tweets during a crisis period would give a negative impression in the minds of audience. It might make your brand look ignorant and insensitive. In a worst scenario, a scheduled post during a crisis could entirely disrupt your crisis management plan.

  1. Acknowledge, but do not argue!

Post immediate response to the crisis on your social media pages.

Defending yourself and responding angrily to the situation might create a serration to your authenticity. Once you post the initial response, it’s time for you to work on an in-depth statement or message. This could be a press release, an official statement or a letter or video from the CEO of your company. In the meantime, keep your responses as short as you can, and try to stay away from getting baited into another problem.

Impromptu crises may arrive without a warning! The key essence lies in how you overcome it. Prompt a quick response and be transparent, this will endure trust in your customer’s mind as well.

A Guide to emoji marketing

Emojis are always a fun way to add a colour of hilarity to any messages. A few years ago, everyone would have just laughed off at the thought of using emoji for marketing. Today from small to big brands, all of them are experimenting emoji marketing.

With 92% of internet users using emojis and new symbols constantly coming on-stream, emoji is considered to be the fastest growing language in history. They are changing the dimensions of modes of communication by becoming steadfast part of modern language.

Emoji marketing is the addition of an emotion to your marketing.

What is Emoji?

In simple words, emoji is a small digital image or icon used to express an idea or emotion. Emoji can be seen in modern communication apps such as text messaging or social networking apps which include Facebook, Instagram, Twitter, and Snapchat.

Why use emoji for marketing?

Emoji has grown to be very popular among all those smart phone zombies and social media buffs. With their growing use and popularity, it is a good option for marketers to use the same language as their audience. But that is not just it! Even from a scientific perspective, this makes sense.

Humans are visual creatures and our brains easily understand images. Many studies have suggested that people mostly remember 10% of what we hear, 20% of what we read and 80% of what we see.

Hence more the visual content, there are high chances for audience to recall our message. Therefore, emojis are simple non-verbal prompt, that you could easily pull off in your messages.

Emojis are attention grabbing and they communicate a ton of meaning and emotions with one single symbol and that is why it has a huge reach among the internet users these days.

Facebook posts that use emojis receive 57% more likes and 33% more comments and shares than those without them. Often tweets and posts with emojis are recorded with high engagement rates.

Shrewd and creative use emoji marketing campaigns can bring great results to your brand in a positive way.

Understand if emoji marketing is right for your brand

Consider you brand personality before involving in emoji marketing. If you are a brand that is into fashion, sports, music or any other form of entertainment, then emojis will go well with your brand.

However, if you belong to a serious market segment, it is advisable to avoid emojis when you post or tweet on social media.

Do not overuse emojis

Next important tip to keep in mind is that, do not overdo.

Use emojis in moderation. Overloading your post with emojis will not give you good results. Too many emojis in your social media marketing and your campaign will feel forced, irritating, or just confusing.

Understand the meaning of the emoji

Yes, this is important. It is imperative that you understand what each emoji means before you use them.

Many emojis are interpreted differently by different users. Emojis are visual slang, if you use them without understanding its context, chances are that it might end up looking inappropriate.

If you aren’t sure of what an emoji means or whether they have an alternate meaning, you can always do a Google search by entering that emoji in the search bar.

Do not confuse audience

Use emojis in such a way that the message is conveyed clearly to the audience. While emojis can add fun element to your post, it is never a replacement to the content or message itself.

Emojis are more of a decorative element and a way to emphasize an idea within a message.

If you are to follow these four points, you can benefit a lot from emoji marketing.

Know the 5 Best Ways to Use Hashtag Marketing Effectively

This is a story of how a symbol changed the way people searched on the digital realm…

The trend-setter ‘hashtag’ originated during the initial days of metadata tags. Subsequently, this trend caught up on social media platform first in October 2007 during the San Diego wild forest fire. Used as a medium to make people aware of the scenario, this symbol soon spread cross like fire.

Fast forward to today, and all business irrespective of their trade genre validates their establishment with the best backup from strong hashtag marketing. While social media gains ground as the most inexpensive and efficient marketing platform, there has been an ensuing increase in the usage of marketing tools for the same.

Proven to drive new leads, all businesses are focusing on mastering this marketing skill that is simple yet potent enough, if used strategically.

Pssst: did you know that hashtags can

  • Boost social media effectiveness by up to 40%
  • Improve engagement rate up to about 12.6% (Twitter and Instagram only)

Check out the following tips and tricks on a hashtag marketing strategy that will boost your traffic manifold –

  1. Use your hashtag on multiple social media platforms

One of the primary tips that any pro in hashtag marketing must have is cross-platform skills. At present, there are 3.2 billion social media users across the world, approximately 42% of the global population.

Here are a few statistics based on each social media platform –

  • Facebook leads social media usage and draws 62% of the population
  • Approximately 90.45% millennials and 77.5% of the Gen X population are daily visitors to either of the platforms
  • On average, each of the social media users spends 2 hours 22 minutes daily scrolling across the various social media sites

Considering such an extensive availability of targeted audience, what could be better than targeting them via the social media sites? Engage their sights and draw in their interest with unique hashtags that leaves a lingering taste in their mind.

  1. Make sure that the hashtag is concise and crisp

It is not enough to identify the perfect marketing tools; what is essential is acknowledging and utilising the best possible hashtag marketing tactics. In the case of hashtags, the trick is to keep it short and crisp. Keeping a shorter hashtag ensures that capture the attention of your targeted audience and hence have better shots at enhanced conversion rates.

  1. Blend in with the trending ones

According to the best hashtag marketing campaign, it is ideally vital to hold on to the trending hashtags while launching your own. Considering that you find one that is related to your business, it is essential that you engage in it by using this tag. Doing so ensures outreach to an extensive prospective clientele base.

Since trending hashtags have a better chance at visibility, this promotes better opportunities for your hashtag to gain interest in your potential targeted audience.

  1. Remember never to go overboard

Following the popularity of this hashtag trend, there has also been an unfortunate rise in the incidents of spamming due to the use of multiple hashtags in a single post. It also gives your audience the impression that your brand is trying too hard to promote themselves or their goods and services.

As for correct hashtag usage, the best hashtag marketing strategy from experts in this field suggests the best option is to go for a couple of hashtags that would be engaging enough for your audience and convenient enough to re-share.

  1. Let your hashtag’s message and that of your brand’s go hand-in-hand

While your hashtag needs to be trending, you cannot afford to miss out on its ultimate motive – boosting your brand’s popularity. This is feasible only when the message delivered by your hashtag and that of your brand are in sync with one another.

It ensures that when your hashtag goes trending so does your brand and that would be the best inexpensive marketing strategy that one can try for. Going ahead with this unique hashtag marketing tactic ensures that your campaign resounds across the corners of your trade and reaches out to the maximum potential clients.

So, what are you waiting for? Start working on your hashtag today and be prepared to witness a dramatic rise in your traffic!

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