Social media should be part of your integrated marketing plan
Social media should be part of your integrated marketing plan
Reb Risty Hi I’m Reb Risty, Head REBL at REBL Marketing, and I’m here today with April Ball, our Social Media Specialist. We’re going to talk to you about why social media is important for your business. April, how are you?
April Ball Doing well, thank you.
Reb Risty Good. Can you tell us a little bit about your approach with social media?
April Ball Absolutely. You know I take a very tailored approach to all of my clients. I go in and I talk to them and figure out what their goals and objectives are, and together we come up with a strategic plan and whether it should be organic, or it should be paid.
Reb Risty Organic and paid – what’s the difference between those?
April Ball You know that’s a really great question. Paid marketing is what you’re going to do when you spend ad dollars. You’re going to put your social profile in front of all the people that don’t already know it exists. Whereas organic marketing is essentially free. You’re going to go in it with a consistent posting schedule and you’re going to do engagement where you put yourself in front of your target audience.
Reb Risty Okay, at REBL we focus on organic. Tell me a little bit about how you use organic for our clients.
April Ball Right, we have one client that is an outsourced accounting firm and they really target small businesses. What I do for their Instagram specifically is I follow the Small Business hashtag. It’s really easy when I’m scrolling through their news feed and looking at everybody I follow, well now I have these posts that pop up in my news feed of everybody who tagged small businesses. Then I can like, I can comment, follow, direct message whatever is appropriate to the person that posted that, and really get a good grasp on the target audience.
Reb Risty I like that. I think that’s really unique in choosing a hashtag that’s outside of their normal you know key terms to really reach their audience. So that’s great. Tell us a little bit how you create content then around that for their social media.
April Ball So it’s really going back to that tailored approach. If a company already has a library full of photos, we’re going to capitalize on that. Why recreate the wheel? Otherwise, we can go onsite and we can take photos of their service or their products. Once we have those photos we’ll create those clever captions and we’ll put them into a content calendar.
April Ball You make sure that there are no duplicates that there is no repetitive messaging and that there is a good range of content that we’re sharing. From there we either schedule the posts or we post them live.
Reb Risty Great. This is probably your most common question, how do you know it’s working?
April Ball You know, this too is a great question because so many business owners don’t understand the analytics that each platform produces. So that’s where I come in. I take all the analytics from every platform that we post on, and then break them down into an elementary level and I put them into a very detailed and comprehensive report. Then I give it back to my business owners so they can really understand and comprehend how social media is benefiting their business.
Reb Risty Yeah, it’s so important because all the platforms they have such different reporting systems. It is valuable to have somebody who actually knows not only how to pull it but read it, and I know our clients have really appreciated that with you. Any last thoughts on if someone wants to start their social media or improve on what they’re doing?
April Ball You know, they say Rome wasn’t built in a day and neither were the largest social media profiles. It takes time, especially organically. Just stay on it, keep doing consistent posting, make sure that you’re taking the time to do that engagement, which is honestly the most cumbersome part it takes, it takes so many minutes out of a business owner’s day. If you can find somebody to do it for you who knows what they’re doing that is your best option.
Reb Risty Yeah, I completely agree, and I think with any well-integrated marketing plan it is about consistency and really following through with what you’re doing.
If you want to REBLutionize your marketing through social media, give us a call.
Have you noticed what companies are doing to succeed in building themselves as business thought leaders? Are you a B2B business that is looking for a way to stand out and move your brand to the next level? If the answer is yes, then it might be time for you to adopt a B2B public relations (PR) strategy.
Whether you are an enterprise-level, small- or mid-sized business in the B2B market, PR can help you excel your brand presence and drive business referrals. Here are 6 key steps to a successful public relations strategy.
1. Have clearly defined goals
Now that you have decided it’s time to take your company knowledge and leverage it in a proactive way, you want to develop clear B2B Public Relations objectives. First your goals need to be realistic. PR is a long-term strategy to build your brand position through legitimate third-party endorsement and placement. For example, at REBL, our B2B PR strategy starts with positioning our clients as thought leaders in their industry, local and nation communities. The main objective is to drive recommendations by reminding their referral network of our client’s industry expertise. By keeping them top of mind with their network, they get the referral when a potential client is looking for a company providing their services or product.
This is especially important for B2B businesses that rely on their business relationships for referrals. In a B2B business, a referred lead is worth 10 times more than a converted lead.
2. Identify your target audience
Remember that you are trying to reach people who have influence in your industry. If the opinion shapers are singing your praises, then your target audience will find your brand appealing.
Therefore, you have to do research on who will be interested in your services or products as well as who can purchase them. This information will help you determine their behaviors like the type of media they love reading, listening, or watching. With this information, you’ll tailor your message to your target audience, thus increasing your PR strategy’s impact. This process is called mapping out the Buyer’s Journey.
3. Determine your key message
With the knowledge of who your target audience is, now you can create a good message that will suit their preferences. Remember that for your Public Relations strategy to be effective your key message must be memorable and believable to your audience.
Normally, people’s purchasing behavior is influenced by what they remember about a product. This could be something they read, heard, or saw. Creating a memorable message will help push the sales of your products. So, ensure that your core message is credible, easy to remember, and understandable.
4. Know the best media outlet to use
All target audiences have their reading, listening, and viewing behaviors. Some age groups like watching content online, others prefer reading different publications and some prefer engaging with certain media outlets over others.
Therefore, you have to research the distribution channel that your target audience prefers: whether international, local, national, or regional. For instance, a financial firm can place its message in a local business publication or on a national podcast featuring business news.
Note, that the distribution channel can highly depend on the type of message you develop for your audience. Remember that some messages are only successful if placed on a blog verses in a video or podcast.
5. Come up with the best B2B Public Relations tactics
Choosing the right B2B Public Relations tactics and being consistent with them will fuel your PR strategy. The secret of running a successful B2B PR strategy is knowing how to use different media to reach the right audiences. For instance, after researching your target audience’s media behaviors, you may decide to use both digital and broadcast media.
Therefore, place your message on multiple, but targeted platforms, such as a digital magazine, local newspaper, radio, podcast and social media to ensure your brand get to a large percentage of your target customers.
For example, if you are a financial advisor and your target audience is clients with assets of more than $1mil they are more likely to read or listen to a podcast. A weekly podcast with your senior executive team would be better suited for your $1mil + target audience.
Verses a target audience of recently graduated professionals who are more likely to consume information from social media. For the young professional, they are more likely to listen to your interview with a key young professionals’ influencer. With concrete objectives and tactics, your B2B Public Relations strategy will be bear fruit.
6. Measure the success of your B2B PR strategy
A good B2B Public Relations strategy must have measurable indicators of success. Some ideas of how to measure your PR program:
- Customer reviews
- Number of expert interviews with the media
- Number of article placements with 3rd party publications
- Being asked to speak as an expert
If you discover that you’re achieving your goals, then continue using your B2B PR strategies. If not, then look for ways to improve your tactics. It is important to review your PR strategy regularly to ensure its effectiveness.
A good B2B Public Relations strategy will ensure that your company has a positive image. Creating a good PR strategy goes far beyond having the best market reach; you have to know your audience, craft a message that suits them, and use a media that can reach them. This six-step process will help you get started to create your own B2B PR strategy to get the most out of your marketing efforts. Contact REBL to learn more about crafting an effective B2B PR strategy for your business.
Video marketing is the most effective form of content marketing. Here are eleven video marketing tips to help your B2B company stand out.
Check out our client, Greg Flores, in the latest article by the
Marketing Over Coffee is one of my favorite marketing podcasts. This is a great interview with Rev Ciancio. If you are a restaurant with one or more locations, you should listen to this one.
by Reb Risty, Head REBL
Marketing is one of the most critical elements of your company. Without quality marketing material, potential customers can’t find you. Not only that, customers often require multiple points of contact before they’re willing to choose your company, which means that they may not be content with one or two advertisements. Are you still struggling to handle your marketing in-house? Are you starting to feel as though other companies are just doing it better and that, as a result, your company is struggling within your industry? Consider these key reasons to outsource your marketing in 2019.
1. You’ll Save Money with an Outsourced Marketing Team
If you have an in-house marketing team, you have to pay their salaries and their benefits. When they take sick days, you still have to pay the same rate. You have to pay for their materials, an increase in office space so that there’s enough room for them, and for any hardware and software they need to accomplish their tasks. Those costs add up fast!
When you outsource, on the other hand, you’ll get access to a qualified team of marketing professionals who are dedicated to your company at a much lower cost. You can use that saved money on other costs of business or buy more marketing than you could before, which means you’re likely to see an increased return on your investment.
2. You’ll Get More Experienced Marketing Professionals
You might be attempting to handle your marketing yourself or you’ve considered keeping an in-house team. When you outsource your marketing, you’ll get a larger pool of experienced marketing professionals who have more experience in a wide range of industries. Outsourcing your marketing means you get access to a company that is focused solely on marketing. The marketing company knows the latest changes to Google’s algorithm and how to make the most of every social media ad. They pay attention to how each industry takes in content and what types of content are most likely to go viral. When you choose to hire that company, you get access to all of that experience without having to hire your own oversized team of marketing professionals.
3. Outsourced Marketing is Easy to Scale
Maybe your company has recently experienced more success than you expected, so you need to increase your marketing efforts—or, conversely, maybe you’re struggling through a tough period, and you need to cut your marketing budget. When you work with an outsourced marketing company, it’s easier to scale your marketing efforts. Just call in and change your plans, and you can shift your marketing budget according to the needs of your entire business.
4. Your Marketing Will Become More Consistent
When you don’t have an experienced marketing leader on your team, your branding and messaging can be confusing. They may lack consistency simply because you don’t have someone dedicated to managing your branding and messaging–and that can lead to confused customers. When you outsource your marketing, on the other hand, you have a group dedicated to maintaining consistency across your brand.
5. You Can Focus on Other Tasks
Small business owners are forced to take on many specialty tasks without any guidance. They may struggle to balance all of the responsibilities on their plate; including marketing, finance, and the details of running the business. When you outsource your marketing, on the other hand, you can focus on the other important elements of your business. Your time is too valuable, and you will probably find that outsourcing your marketing frees you to pay more attention to things that only you can do.
6. Your Outsourced Marketing Company Has a Focus on High Quality
When you outsource your marketing, you don’t just get a team of expert marketers. You get a highly motivated team that is dedicated to offering you, the customer, the results you’re looking for in your marketing. Each outsourced marketing company knows that if they don’t deliver on the results you want, they can be replaced. As a result, they’ll often deliver a higher quality than an in-house team. Not only that, your outsourced marketing agency has access to the latest technology and tools, and it will use them on your behalf without increasing your marketing budget.
7. You’ll Get Fresh Perspective on Your Issues
Have you been struggling to take care of everyday marketing in-house? Whether you’re struggling to handle your social media or fighting to increase your search ranking, you may need a fresh set of eyes to take a look at your marketing. Not only can a fresh set of eyes help identify problems from a new perspective, your outsourced agency will be able to provide an unbiased look at potential complications. As a result, you will often be able to overcome potential challenges more efficiently.
8. Outsourcing May Bring Your Departments Together
Interdepartmental communication is one of the biggest challenges for small and medium-sized businesses. You may struggle to bring team members together outside their specific departments. When you choose to outsource your marketing, however, those departments will come together to collaborate. This can improve communication, make it easier fir your departments to understand one another, and help you get all the members of your team together on the same page.
9. You’ll Get Started Faster
Do you have a new marketing plan to implement? Are you attempting to grow your business? When you choose to outsource your marketing, you’ll get to work with a dedicated team that already has the experience and training they need. While they’ll need unique input from you, they’ll be able to quickly get started on your latest marketing campaign: no onboarding, no training, and no need to carefully vet new members of the team. All of those tasks will be taken care of for you by the outsourced marketing agency–and that means you’ll get faster results from your latest marketing campaign.
If you’re ready to get a better return on your marketing investment, contact us. Our dedicated team of marketing professionals is ready to bring our extensive experience to the table as we help you with marketing your business.