Social media is possibly the best known form of digital marketing and often the easiest point of entry for business owners. It provides a brilliant jumping off point for businesses looking to communicate with and engage their ideal clientele in a way that can be as professional or quirky as they want it to be.
The type of platform(s) you want to be utilising will depend heavily on your business and the ideal clients you're trying to reach. At Unusual Comms we’ve found that the top 3 platforms are:
- Facebook: Of course. 60% of the Australian population are active Facebook users and a whopping 50% check Facebook at least once per day. Those aren’t exactly numbers you can argue with, especially when your goal is to generate organic brand exposure. Not only does Facebook have the most active users but it also has some of the most diverse users. It probably won’t shock you that 9.6 million of Australia’s Facebook users are aged 18-39, but it may come as a surprise that 6.9 million Australian Facebook users are over 40, and 1.2 million of those are over 65. That means that no matter who you’re trying to reach, their demographic is represented on Facebook.
- LinkedIn: No doubt about it, LinkedIn has a more niche market than other platforms, but for businesses looking to build an influential network this platform is a must. With 4.5 million monthly active Australian users, LinkedIn gives you the chance to create a strong business network, reach out to others in your industry, and market your brand to other businesses. With 2 new users joining LinkedIn every single second, it’s clear that it will continue to dominate the B2B space and should be a very high priority for any business in this category. The great thing about LinkedIn is that the website has a near ‘perfect score’ with Google, meaning that you can use it to leverage your own online profile and increase your Google ranking through the use of keywords and backlinks to LinkedIn (Pulse) articles. If it sounds a little confusing now, don’t worry, these are all things we work closely with our clients to explain and pursue.
- Instagram: This platform’s formula might be a little more simpler than others but that doesn’t make it any less effective as a marketing tool. In Australia alone, Instagram has 9 million active monthly users; that’s 1 in 3 people who are regularly checking in. Instagram is about sharing your brand’s story via images and short videos so it gives us the chance to create some pretty unique and very compelling content. If you're in a visual industry (think cafe, tourism, hair, beauty, art) or you're trying to reach females in their mid 20s - 30s, this is the place to be.
Current trends show that businesses should be posting at least 2-5 times per week to get the highest return on investment, and with half the Australian population checking their Facebook every single day we believe that it is incredibly important that your brand is regularly posting and regularly appearing on your ideal client’s feed.
So you know which platforms you should be utilising and why but how can Unusual Comms help? The Unusual Team are social media and digital marketing experts and we can assist with a wide range of projects including:
- Creating Pages: If you’re starting your social media campaign from scratch then start it right by allowing us to craft your social media pages in a way that ticks all the boxes and targets your ideal client.
- Creating LinkedIn Profiles: Your LinkedIn profile is perhaps your most important and LinkedIn have some very specific checklists to decide on which profiles will appear at the top of their searches. We can create your profile using a methodology that is tried and tested in order to assure that your profile is performing as well as it possibly can be.
- Google My Business: This tool is a handy ‘hack’ that will get your site on the Google radar quicker and with more consistency. Basically, Google My Business is a free listing on Google allowing your clients to find you with greater ease. We can also upload regular updates on your behalf, as well as images, and encourage reviews from your clients.
- Content creation / images: Creating regular, engaging content can be a headache. What’s worse is that most businesses actually don’t know how to create or curate content that is compelling to their target market. The trick is not to just have a lot of content but to have relevant content, content that adds value to your ideal client and keeps them in your ecosystem. Unusual Comms has been creating content for a range of eclectic businesses for years, and we’re confident that we can build content for your business that is compelling, targeted, and will help you reach your digital marketing goals.
- Scheduling content: Great content means nothing if it’s not regularly going out, so let the Unusual Team take the stress out of your posting schedule by scheduling your content in advance across all platforms.
Unusual Comms specialises in running organic social media campaigns, however most social platforms allow you the opportunity to “pay to play”. Should you wish to run a paid campaign through a social media platform we would usually look at bringing in and working with an expert in that specific platform to ensure that you are getting the most from your investment.
Interested in knowing more about our social media management services? Schedule a free discovery call with one of our digital marketing strategists now.
If we asked a room full of people if they use social media daily the majority would put their hand up. Social media has insinuated itself into our daily lives; it’s part of language, our communities, and our media, so it stands to reason that it also needs to be a part of your marketing strategy.
The thing is if we asked that same room of people exactly which platforms they spend their time on, how, why, and for how long, we’d start to get some variations in answers. The honest truth is, although you need to have at least some focus on social media in your digital marketing, not every platform is going to be worth your time.
So what are the best social media apps for businesses in 2019? And how can you get the most out of each of them?
With over 2.19 billion active users, Facebook provides some serious opportunities when it comes to exposure, not to mention, as a platform, it definitely allows you the most freedom. Facebook is happy for you to post anything from text posts, to photos, videos, live videos in which your audience can interact, sound bites, links and so on. You can also create events or groups, and even share other people’s content on your page.
In terms of demographic, Facebook has the largest reach across the board. It wouldn’t shock you to know that (based on American research) 88% of 18 to 29 year-olds use Facebook, or even that 84% of 30 to 49 year-olds use it, but in fact (and this might shock you) 64% of 65+ year-olds are also active users. That’s a pretty good reach no matter who you’re looking to communicate with.
LinkedIn may not have the reach that Facebook does, but in terms of demographic and use this platform is a lot more focused. LinkedIn is for users from various professional fields looking to connect with like-minded people and form some mutually beneficial networks, and when it comes to achieving this, it’s incredibly successful.
It’s important to note that LinkedIn does not provide you with the same sort of freedom that a platform like Facebook does. Recent changes to LinkedIn’s posting regime limit what sort of content you can post and how often. For example, LinkedIn prefers split posting; this means that if you want your content to be seen you need to alternate between videos and photo posts (only a select few each month) as well as text-only posts. The platform also has some tight rules surrounding third-party links, meaning that if you do want to lead your audience to another page, you do have to jump through a few small hoops.
Despite this, the Unusual Team still stand firm on the fact that any B2B business must have a strong LinkedIn profile. You may have to put in a little more effort and be slightly more aware of guidelines, but ultimately it will be worth it in order to engage the audience you’re looking for.
They say a picture speaks a thousand words and Instagram is truly cashing in on this notion. Although Instagram really doesn’t engage much of the 50+ demographic, it still proves to be an invaluable marketing tool for those targeting the 18-49 bracket.
Whilst this platform does allow you to add text and hashtags, the real effort must go into that first eye-catching image that is going to capture your audience’s attention and stop them from scrolling past. In this case, an image can really be anything: a photograph, a cartoon, a quote, a product, an infographic or even a short video. Of course, Instagram does not allow you to create text-only posts, and it won’t let you post active links in your image description (hence the popular tag ‘link in bio’). As a platform, Instagram is really only focused on one thing, but it does that thing very well.
By the year 2021, 80% of all web traffic will be video. If that’s not enough to get you creating video we don’t know what will. Once you do have those videos, you’ll need somewhere to house them, and YouTube is by far the most popular place to do this.
This platform is not like other social media platforms, you don’t need to be posting daily in order to grab attention and appear in someone’s feed. What you do need to be doing is posting regular (weekly or monthly depending on your brand), relevant content that will appear in your target market’s searches.
In terms of being used as a marketing tool, this platform is really only just taking off, but already businesses are yielding great results and high levels of engagement through the app. Using Messenger to communicate with clients typically involves the use of “Chatbots” - automated software that will formulate a generic response based on trigger words.
It might feel a little impersonal but trust us when we say these chatbots are getting better than you could ever imagine and this platform is proving invaluable for brands that want to invite more interaction and foster better client-brand relationships.
The point to recognise with all these platforms is that they all serve very different purposes and often communicate with different audiences, so you can’t simply post the same thing across every platform and expect the same results. You need to be strategic.
If you’re just now realising that this isn’t your forte and you need someone to help you with your social media marketing then you can schedule your free discovery call with the Unusual Team here.
We think we’re past the point now where we need to debate the merits of social media marketing. The fact of the matter is social media, when used correctly, is an invaluable digital marketing tool. The problem is that not enough businesses are using it correctly.
A little it of research and insight goes a very long way, so we decided to save you the trouble of Googling and searching and tell you 3 big things you need to know about social media in 2019.
You Have To Know Your Clients
It’s safe to assume that no matter who your clients are, they’re spending time on social media. After all, even the majority of the 65+ demographic are active Facebook users. The thing is that different people use different platforms in different ways, for different reasons.
It’s not enough to just decide on a platform based on its popularity and throw out any old posts at any time of day and hope for the best. What social media platforms are your ideal clients using? When are they most likely to be online? What are they specifically looking for in a social media post that’s going to engage them and get them to stop scrolling for 30 seconds?
It’s hard to talk to somebody when you don’t know how to speak their language, so figure out what language your clients are speaking and learn it.
If you’ve got no idea who your ideal client even is then you may need to start fresh with a digital marketing strategy session before you implement any marketing campaigns.
What Are You Trying to Achieve
This is an important one because different social media platforms will give you different results. Facebook, for example, is great for raising brand awareness and just generally getting the word out. LinkedIn has really high levels of engagement and is fantastic for businesses that want feedback and interaction. If you have a tangible product then Instagram is a great space to be in because you can post and share images of those products.
Our point is deciding on your end goal will really help inform what social media platform(s) you should be regularly posting to.
Don't Use The Same Stuff Everywhere.
So we’ve already established that different social platforms serve different purposes and engage different audiences, so why would anyone think that they could post the same thing across every platform and yield the same results? It sounds silly and yet we see so many people do it.
First of all it’s impractical because LinkedIn, Instagram, and Facebook all have very different posting guidelines and rules. Where Instagram will only allow you to publish posts that include images or short videos, LinkedIn like you to use split-posting, a mixture of image posts and text only posts. The second reason is that users are looking for very different experiences across platforms. Instagram for the most part serves as entertainment, whereas Facebook keeps users informed about current events, and LinkedIn is typically seen as a business networking platform. Users aren’t looking for business networking content on Instagram and you’ll probably find it won’t be very effective there.
If you’re using Facebook to build your brand then post things that are shareable and likely to get attention; if you’re using LinkedIn for more engagement then post things that invite discussion and feedback. The same content will not work across every platform and you’ll only end up wasting your time and your client’s time.
Social media isn’t necessarily a tricky tool but it is one that requires a bit of foresight, research and planning in order for it to be effective in your marketing strategy. We hope you’ve found these tips helpful but if you’d like for someone to take care of your social media marketing altogether, you can schedule a free discovery call with the Unusual Team here.
If you’re a B2B business, want to build your personal profile, or if you’re looking to connect with other professionals in your field then you need to be using LinkedIn, plain and simple. It might seem less exciting than Facebook or Twitter, and it certainly draws a much more niche audience, but what LinkedIn does it does very well.
So in case you’re new to the game, or if you know about as much about LinkedIn as your do black holes, we’ve put together a list of the top 5 things you need to know about LinkedIn in order to incorporate it into your digital marketing strategy:
We could go into these in depth but honestly you’d get bored, so here’s a quick run through of the 2019 LinkedIn statistics you need to know:
- LinkedIn has over 590 million users
- A new member joins LinkedIn every 2 seconds
- 87 million millennials (aged 15-34) use LinkedIn
- LinkedIn is the number 1 channel B2B businesses use to distribute content (94%)
- Only 3 million users (out of 590 million) share content weekly
- 91% of marketing executives cite LinkedIn as the top place to find quality content
- 92% of B2B marketers include LinkedIn in their digital marketing strategies
- 45% of LinkedIn article readers are in upper level positions within their businesses
- “How to” and list posts perform best on LinkedIn
- Article titles with 40-49 characters perform best on LinkedIn
- Articles without video perform better than those with video
- 80% of B2B leads come via LinkedIn (as opposed to 13% of Twitter and 7% of Facebook)
Best Organic Reach
If you’re new to the world of marketing this term “organic reach” might be a foreign one but basically, in social media marketing you have “paid reach” and “organic reach”. Paid reach is when your post appears on someone’s feed because you paid the site (LinkedIn, Facebook, Instagram) for it to be there; organic reach is when it appears due to connections, likes, follows, or searches.
On a lot of social media platforms getting high organic reach is getting harder and harder to achieve but it costs you nothing so, ideally, we want to find a way to maximise this, and in 2019 LinkedIn is proving to be the best way to do this. Now, to be fair we couldn’t find any ‘legit’ research from any of the platforms to back this up, so we’re going to preface this statement by saying this is our anecdotal observations from watching client accounts and chatting with loads of people using the platform.
Don't Sell - Engage
LinkedIn is a place for various professionals to connect, engage, and learn. Users aren’t looking for sales pitches, they’re looking for content that is valuable and businesses that are worth their time.
Don’t create content with the intention of selling your products, by all means you can highlight them inadvertently, but focus on creating content that is valuable, engaging and invites interaction and response.
Always Send A Connection Note
The way you connect with people on LinkedIn is via connection requests, but this works a little differently to other social media platforms. You don’t just send off a request with your name attached, you’re actually invited to send a “connection note” (i.e. a note explaining who you are and why you’re reaching out to said person) along with it.
A simple rule of thumb is always send a personalised connection note with every request, make it specific and do your research if necessary so that the person at the receiving end doesn't dismiss you without a thought.
Don't Share Links
LinkedIn’s algorithm does not like external links (e.g. links that lead to a site outside of the LinkedIn platform), and believe us they will penalise you for sharing them. Your post will be lucky to see the light of day and even if it does most of your connection won’t get to see it.
There are simple ways to get around this. One of the easiest ways is to paste the link into the comment section of the post, but there’s also some other tricks you can check out here.
So by now you should be equipped with the statistics of why you need to be using LinkedIn and you’ve got some tricks up your sleeve about how to use LinkedIn, so what are you waiting for? Get out there and start posting and making the most of your connections, and if you realise that you need help along the way you can schedule a free discovery call with the Unusual Team here.
Have you noticed that increasingly your Facebook feed is packed with more and more videos and less still images? There’s a reason for this: video is proving more popular and more engaging than any other content medium.
Social media users are far more likely to stop and watch a video than they are to read and text post or click on a link, and brands are catching on. And we know what you’re thinking; we sit down with business owners everyday and hear the same sorts of protests: “It’s all good and well for multinationals to incorporate video but I don’t have thousands of dollars to spare producing video for my Facebook page.” The truth is though, incorporating video into your social media content really doesn’t have to be that complicated, or that expensive (thank goodness!), but there is an art to it.
Okay so yes you will need some equipment but it really doesn’t have to be expensive. Most smartphones have pretty amazing cameras nowadays, so if you don’t need your videos to be 4K Ultra HD (and to be honest you really don’t) then this might be all you need. One thing a smartphone camera won’t be able to do is capture great sound so if your videos are going to primarily focus on roundtable discussions, piece to cameras, or interviews, it may be worth investing a bit of money into a good microphone (think $300 max).
The other important thing to consider when you create these videos is that you actually need to plan for silence. 85% of all online videos are watched without sound. Why? Because we’re scrolling through social media while we’re in line at the bank, or bored at work, or while our partners are asleep beside us. If you’re video requires sound to be enjoyed then it’s going to pose a serious barrier to people engaging with it.
Again, we know what you’re thinking, we just told you to go buy a fancy microphone and now we’re telling you that people won’t even listen to it. This is a video and you want to create something that’s polished, professional and a good reflection of your brand so it should have great music and conversation but it’s also important to make sure that the video is just as engaging without them. Have closed captions and images that are going to grab people’s attention and convey your message with or without sound.
Not every video needs to be prerecorded either. One thing that is really gaining a lot of traction on Facebook and Instagram is live videos. This is when you set up the camera and broadcast live across your social media platforms, inviting people to comment, like, and interact while the video is happening and you can physically respond. It’s a fantastic way to increase engagement and even though you might be more likely to stumble in a few places, your audience will also be a whole lot more forgiving knowing that you’re live. It does mean you’ll have to let your followers know ahead of time that you’re going live and drum up a bit of excitement so you have an audience waiting for you on the day.
The important thing with video is that, just like any other content, it requires a bit of forethought and planning. Know who you’re trying to reach and what your message is and stay on topic! The more you deviate from your message, the more likely you are to lose viewers.
Our final tip is a big one: go easy on yourself. You’re not Speilberg, this isn’t Hollywood and, honestly, your clients aren’t expecting either. If you produce something that looks good, sounds good and is on topic and on brand then post it, regardless of if you said “um” a few times.
So you’re going to need to find a way to incorporate video into your social media strategy sooner or later but the good news is you don’t have to do it alone. The Unusual Team are always here to help, and you can find out more by scheduling a free discovery call here.
The world of digital marketing is incredibly dynamic and constantly changing, and no area moves faster than social media. There’s constantly new apps emerging, new trending topics, and new rules to follow, so much so that it’s hard to keep up sometimes.
Luckily the Unusual Team make it our mission to be abreast of all things new when it comes to social media and we’ve done the research and got the scoop on this biggest 2019 social media trends for business:
Actually Caring About Your Audience
Social media isn’t new and shiny anymore. Simply being on Facebook or Instagram is not going to earn your business a gold medal and a massive round of applause from your audience. You actually need to be a little bit different and the best way to do that is by earning earning your followers’ trust and proving to them that you actually care about their experiences.
What does this look like? It looks like content that gives and adds value without asking for anything in return. It looks like posts built around communication and not just selling. It looks like inviting feedback and actually making changes based on that feedback. Your customers are the reason you’re still in business so it might be time to put them a little bit higher on the priority ladder.
Using The Power Of Authentic Storytelling
Our brains are hardwired to connect with people and stories, tales of struggle and triumph, obstacles and overcoming. Think about it, nobody can talk about Apple’s story without talking about Steve Job’s story, because the two have become synonymous. Apple used Steve’s story as a way to humanise their brand and connect with their audience and now when we think of the multi-billion dollar brand we think of Steve, his hardships and his eventual success.
Apple isn’t the only brand that can do this. Through social media you can tell the authentic story behind your business and your people in a way that connects with your clients on a personal level and takes your message beyond just selling a product.
Creating Content For Mobile
The majority of our social media surfing is done through apps on our smartphones so that means that any content you create for social media really should be built for mobile users in order to offer the most fluid and seamless experience possible.
We could talk about this all day, in fact we wrote a whole blog on how to incorporate video into your social media content but the point is you need to be doing it. Video is one of the best ways to engage your clients and hold their attention and its popularity is only going to increase in 2019.
Putting The Social Back Into Social Media
Social media was created as a tool for people to interact online and create online communities. Somewhere along the line that ideal got a little bit lost in a mess of advertisement, but if the recent Facebook marketing campaigns have taught us anything it’s that they’re striving to get back to basics and move away from this “spam” image. You should be too.
One of social media’s main goals in your digital marketing strategy should be to help you build a loyal online following and increase engagement, so create posts and content that invite engagement and interaction. Use your page to foster a sense of community that’s built around your brand but focused on your clients.
So how are you going to make use of these social media trends in your digital marketing strategy for 2019? If you’d like a bit of help figuring that out or if you’d just like to give the reins to someone else all together, schedule your free discovery call with the Unusual Team here.