Content Is King: How to Utilize Social Media Content Marketing Effectively

It is without a doubt that since the advent of social media platforms, the engagement rates for these platforms has done nothing but skyrocket due to the increase in internet use, tablets, and smartphones.

As a result, social networking is one of the most popular online activities across the globe, with 71% of internet users using their favorite platforms on a daily and weekly basis.

According to Statista, the forecasted user base for these networks will rise from 2.7 billion in 2019 to 3.02 billion by 2021, clearly indicating that social media remains a reliable vehicle for engaging a large target audience through content marketing.

Beyond being able to nurture relationships with a massive audience, a company that utilizes social media content marketing effectively, will be able to build brand awareness, influence prospects, and drive engagement to one’s product, business, or service.  

Here is how you can leverage social media platforms effectively to make your content marketing strategy shine.

 

  • Always Optimize For Each Individual Platform You Are Using. A major mistake that a lot of marketers make when spreading their content across their social media pages is not optimizing for each social media platform. Although automation of content is definitely something you want to do with regards to scheduling out consistent content, it is not recommended for spreading out the same content across all platforms. This is because each platform has their own audiences with specific expectations and preferences. An audience on Facebook may want curated content in their newsfeed, whereas, an audience on Instagram is looking for photos and live stories. LinkedIn is for professional content and job-related content, while, Twitter is more for news and GIFs. So, if you have an Instagram account and a Youtube account for your business, you will want to put photographs on Instagram and videos on Youtube, while news-related information could go on a Twitter account.
  • Consistency Will Maximize User Engagement.  Being consistent in how often you post to each social media network is paramount to keeping your audience engaged, however, you also need to be consistent in the tone, message, and aesthetics of your brand, product, company, or service. When these elements match up together, you will build your brand identity naturally, and a cohesive brand identity gives your users a personality to engage with. They will know who you are and because of that, you’ll gain traction.
  • Identify Where Your Content Is Relevant. Although it may seem like an excellent idea to have a social media page on every single platform, it doesn’t make sense to if your content doesn’t fit there. Figure out which platforms fit the type of content that you are putting out into the world, as any content that is spread on inopportune networks, will only be a loss on investment, both money and time wise. So, for instance, if you are running a bookstore, your content will fit really well on Pinterest and Instagram, but not so much on Facebook.
  • Use Analytic Metrics to Determine Which Content Works.  Social media networks have this amazing metric system built right into them, with which you can derive insight into your audience. Take a look at your content, see who is engaging with it, what the demographics are like, and then optimize it for what is working. Maybe big pictures and a call-to-action button works the best on getting people to your blog, or maybe a Youtube video does an excellent job of getting people to your products page. Utilize the content that works based on the metrics that social media kicks back to you.
  • Consider Promotional Posts for Your Content. Posting your content on social media platforms is not enough nowadays. If you want high conversion rates, you will need to get your content in front of everyone through promotional advertising. Paid ads will bring more visibility to your content and it will increase your reach. If you do use promotional posts or sponsored posts, you will need to customize the strategy you use for each individual platform based around that platform’s preferred content.
  • Remember to Always Engage Your Audience!  Once you have figured out which type of content works best for your website/business and on which platform, you will need to grow your social reach through engagement. This will show your audience that you are authentically interested in connecting with them. You can do this by re-tweeting or sharing your influencers posts, by featuring your partners on your social media profiles or even just simply liking and commenting back to your audience. Valuing your customer by responding will go a long way to building a positive reputation.
  • Consider Re-Purposing Viral Content for Other Platforms.  If you have one piece of content, say a written article, that gets a lot of views, comments, and likes on LinkedIn or Facebook, consider re-purposing it into content that can be shareable across Youtube or Instagram.  An article can be transformed into an infographic and placed on Pinterest or it can be made into a Youtube video. Doing this will help you reach new audiences with your content.

 

Social media is ever-evolving, and thus, the strategies and tactics that worked in the past may not be as effective today. It’s important that you stay ahead of the curve when it comes to What’s Working Now.  Join the EZMetrics Mastermind to access our digital marketing library that will help you generate an unlimited supply of your perfect customers.

Top Eight Copywriting Tips for Creating Outstanding Sales Pages

When it comes to creating an outstanding sales page, you want the writing that appears on the page to pull the visitor in and immerse them into whatever the page is selling.

This could be your products, your services, or the mission of your company.

Excellent copywriting will reduce any risk that a potential customer may feel towards you, it will answer any questions up front, it will call us to act, and it will highlight the benefits of what you are selling.

Unfortunately, one of the most overlooked items of sales pages is the copywriting as most website developers or owners will tinker with the color, spend hours on their videos, and put up crisp and clear photographs, all without creating engaging text.

In this article, we will highlight eight tips that you can use to make your sales page go from decent to outstanding.

1. Be Clear and Concise: you want your writing to be clear and concise but you don’t want to “dumb” it down as this can have a negative impact on how you make your visitor feel about themselves. Instead, make sure to keep close to the point and do not over-explain or run off topic. Your goal here is to deliver the core concepts of your piece in such a way that it is understandable, easy to follow, and uses descriptive language that plays on your audience’s senses. Avoid run-on sentences where possible.

2. Research: you cannot just place any type of written content on your sales pages, rather, you have to be able to talk about what you have knowledge of. Writing that is not backed by research, expertise, and authenticity will be very clear to the reader. Make sure that you have a full and masterful understanding of your topic, your competitors, and your offering, first. Displaying your own knowledge of the subject matter is often one of the key factors that will determine whether or not a reader continues reading. If they continue reading, you are more likely to make a sale.

3. Eye-Catching Subject Lines: having a brilliant body paragraph does nothing for you if your subject line is bland, uninspiring, and easy to gloss over. Make sure that your headlines are eye-catching, intriguing, and play off as “hooks”, as this will grab the reader’s attention. There are many ways that you can accomplish this, but a few include starting with a simple question that highlights your audience’s problem, choosing to go with a list-style subject line that is quick to understand or create a comparison line between your product and your competitors’.

4. Find the Problem, Solve the Problem: if a reader decides on buying anything, the reasoning behind it will be to solve some sort of problem. It will be your job to identify what this problem might be and then subsequently solve it with your product or service. More often than not, the problem will have something to do with your reader’s fears, like a pest infestation or out of control debt, and thus offering a solution will require you to gain an in-depth understanding of your audience.

5. Speak Your Audience’s Language: in many cases, it is safer to use general terms to appeal to your audience rather than niche-branded terms unless your sales page is targeting a very specific audience that would have prior knowledge about your sales topic. By doing this, you help your audience relate to you and what you’re talking about which, in turn, encourages them to purchase from you.

6. Talk Like it’s a Conversation: it’s much more enjoyable to have a conversation than it is to listen to a sales pitch, as conversations are more relatable, they make your reader feel special, and they do not isolate the reader with technical jargon. When you act like you are talking to your best friend, you have a higher chance of converting leads.

7. Avoid Sounding Passive:  keeping to the present tense, making solid statements and talking with confidence, are all methods you can use to avoid sounding passive. When your copywriting uses passive voice, it assigns less responsibility to the action, meaning it has less power. You want to sound powerful.

8. Don’t Beat Around the Bush:  asking for the sale might seem too pushy but is, in fact, a necessary measure to take. Readers respond to transparency more than anything, so if what you want is for them to click a link, fill out a form or even just think a particular thought, make that want known. This is where you need to use call-to-action buttons, forms, and pop-ups that are aesthetically pleasing to look at and that enhance what you’ve just said.

Copywriting is not just for sales pages. The same principles can apply to your social media posts and emails, too. After all, copywriting is more than just what you say… it’s what you convey.  

If you want to master how to write effective copy, and 10 other crucial skillsets to stay ahead of the curve when it comes to What’s Working Now, join the EZMetrics Mastermind to gain access our digital marketing library that will help you generate an unlimited supply of your perfect customers.

7 Digital Marketing Trends on the Rise for 2019

Although it is hard to believe, we have only a few weeks left to go in the year, so it is as imperative as ever for digital marketing teams to know which trends, strategies, and technologies are at the forefront of the digital landscape. As always, this year is poised to see some dramatic shifts. From the integration of artificial intelligence to the use of chatbots and personalized custom content, 2019 has a lot in store for us. In this article, we will explore which digital marketing trends are on the rise, why your business should use them, and how they will help you stay ahead of your competition.

  • Voice Search and Audio Content is Popular: there is no doubt about it, smart speakers are popular and are here to stay with the majority of owners never wanting to revert back to a life without a controlled voice-assistant. As voice technology becomes more sophisticated and nuanced, we are going to see more companies creating monetized audio content and voice search for voice-assistant devices like Google Home, Apple Siri, and Amazon Alexa.

 

  • You Will See Shorter Video Ads: due to an abundance of video content out on the web, consumers are developing shorter attention spans, which means developers have a shorter amount of time to get their message across before the audience loses interest. This year, we will see shorter ads that are near or below the ten-second mark.

 

  • Chatbots Are Becoming Normalized: the novelty of chatbots are wearing off as more brands are using them for customer service roles. This is mainly because they offer a two-way communication channel 24/7 and are effective at producing mass communication. Combine this with the fact that they are relatively easy to make and are perfect for widespread use across multiple platforms like food delivery services, scheduling appointments, generating FAQ answers, and clothing store websites.

 

  • Video Marketing Will Continue to Trend: videos are practically everywhere and studies show that they account for a massive portion of internet traffic. According to Social Media Today, not only do videos increase landing conversions by 80% but 90% of consumers use video to help them make buying decisions. Marketers can use Youtube and Instagram to run video ads, partner with influencers for product placement, and get endorsements from social media influencers.

 

  • Don’t Forget About Live Video: with the rise of live streaming services like Instagram’s stories, Facebook’s live streaming, and Youtube Gaming, more internet users are gravitating towards watching these types of platforms. Consumers who has seen a live stream are far more likely to purchase a product, event ticket, or service if they know how it works or have seen its value in real-time.

 

  • Brands Are Leaning Into Brutal Honesty: unfortunately, marketing has a negative stigma around it, with a lot of company’s and sales representatives being perceived as deceitful due to exaggerated product promises or unethical advertising practices.  Beyond this, there is an abundance of information available online about brands, products, and businesses, which means more people are aware of the shortfalls of the services being provided. This has forced more companies to become purely transparent and brutally honest in what they are providing consumers. In addition to this, negative feedback is getting addressed directly and two-way communication channels are being opened up to help form better relationships between consumer and business.

 

  • Mobile Advertising is a Must: according to Statista, there will be approximately 4.68 billion people using mobile phones by 2019 with the majority of these users spending their time on social media and mobile phone applications. With that many people using mobile phones, mobile marketing is a must for digital marketers.

 

Beyond these seven digital marketing trends, look out for the rise of visual search where users can upload an image to conduct a search to get specific results and the subtle art of influencer marketing. Although influencers may not openly endorse products, long-term relationships are being forged to produce organic endorsements that are generally more accepted and well perceived by consumers. If you combine and use the above digital marketing trends, you’re going to be able to surpass your competition while catering to your audience in a more authentic and direct way.

Creating a Competitive Marketing Strategy

How has digital marketing changed within this year?

Any form of marketing progresses with time, but digital marketing has seen swift advances within the last year. It is crucial that you understand these changed changes in order to stay relevant and competitive with your marketing strategy.  

 

“Mobilfication”

This has become a popular buzzword in the marketing industry. Consumers use their cell phones for a variety of reasons, but when selling a product it is essential to have an aesthetically pleasing ad or website. You can do this by creating a mobile strategy that encourages a potential customer to engage with your website. This can include a text message, a follow on your business’s social media account, or an email opt in. These messages can include discount codes in order to create a new customer. Mobile is a field that is ever-increasing and it will continue to be a top priority for markets for years to come.

 

Video Marketing

If you are not using Facebook Live as a digital marketing resource, you should begin going Live as soon as possible. Many studies have been conducted and have concluded that videos are more effective in comparison with texts. I want to encourage you to create a goal, this varies for each person, but creating 5 live videos per month is a sufficient place to start. Begin to establish a habit of producing quality videos in order to connect with your potential customers. If you commit to your success you will see the results!

 

Creating a Chatbot

Chatbots are becoming increasingly popular and an effective tool for organizations. This strategy can be used to create engagement, customer service response, and answer general questions about your business. The power of this engine is the instant gratification of an answer to your question. Additionally, it is very hard to tell whether it is a live person or a bot when created correctly. The open rates for chatbots are incredibly high, which is why this method is increasingly powerful and should be adapted in your digital marketing plan.

Keep pressing forward to success!

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3 Marketing Tools that Every Entrepreneur Needs

As an entrepreneur, it can feel like there is not enough time in the day to accomplish all of the tasks at hand. There are a few tools that I recommend, to greatly impact your business while helping you manage your time.

Use Evernote to stay organized. When it comes to marketing your business, organization is essential.  You never know when a new idea will come to mind, and if you are not able to organize and prioritize your notes,  you may miss out on opportunities to grow. Evernote will assist you with capturing your ideas, trends, and inspirations, all while storing them on one easily accessible location. You can access this material on your phone, laptop, or tablet. This is a perfect tool to help capture your research and brainstorm ideas all in one place.

Buffer is helpful with Social Media Management. Buffer is a social media management tool that will help you establish your social posting efforts. Social media is extremely powerful within your business, this is why it is important that you stay active and relevant on different platforms. Buffer gives you the ability to connect on multiple accounts and then creates one dashboard to hold all of your platforms. With Buffer, you will be able to schedule and analyze the success of your posts. Buffer’s free plan would be beneficial for a new business that is looking to grow their social presence.

SurveyMonkey can be used to secure customer feedback. SurveyMonkey is one of the most popular free online survey tools. Surveys are a beneficial way to collect data from consumers in order to uncover trends and secure tangible insight on your business. This software is incredibly simple to learn and intuitive to use. Additionally, once you publish your survey, you will be able to analyze the results on the backend.

These tools can help you grow your business by freeing up more of your time, so that you can do more of the income-producing activities you need to do.

Keep pressing forward to success!

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Unwilling to Quit

When I first started my Digital Marketing Agency (EZMetrics, LLCI would take every shot or opportunity presented to me; I still do. However, I learned very quickly that when taking every shot or opportunity, I would miss a lot of them. Big grand ideas would be crushed by the weight of failure and defeat; before I knew it, I felt like I had just gone 5 rounds with Mike Tyson.

So, I added a screensaver and lock screen to my laptop that said, “Unwilling to Quit”. It was my daily reminder that I, Jacob Salem, am Unwilling to Quit no matter how many times I fail.

One major key to success is failure. When thinking about success, it is easy to gloss over the numerous failures that you have had to overcome in order to get you where you are today. The more you fail, the more you begin to learn about yourself, your support system, and the flaws within your business.

We will all fail at something in our life at some point. We all have had a bad day that led us to make decisions that could have been altered, but that does not make everything a failure. It does not matter how many times you fail, inevitably, the feeling of worthlessness comes creeping up in the back of your mind. Please, let me remind you that you are not a failure. You are an expert, and you have something special inside of you that God wants to bring to fruition, but He cannot do it without your work, your effort, and more importantly, your commitment to push through your challenges and setbacks.

Zig Ziglar said it best when he said, “Failure is an event, not a person. Yesterday ended last night. Today is a brand new day…and it’s yours.” ~ Zig Ziglar

Through failure, you begin to learn. Failure by design is meant to give you skills to progress you to the next level.

First, you learn about yourself. When you feel defeated, you may begin to suppress your feelings, and try to immediately rebuild. It is important to understand the effects that failure can have on your emotions. It is crucial that you reflect on your failures so you can learn from them.

One of the largest challenges that entrepreneurs face is not that they don’t have the ability to succeed, but they ignore the failures that they will face. Failure will pave the way to you becoming successful.

You will need to have a strong support system to rely on as you begin to fail. It is important that you have people you trust, that will encourage you to get back up and try again. This support system can vary, this may be a family member, long time friend, or a mentor. Continue to pour into others for support as you go through hard times within your life or business.

Lastly, when you fail, you will find weaknesses within your business. Failures will open your eyes to areas that you need to improve on. It does not matter where you currently are in your life, you have to continue to try new things. You cannot stay stagnant in hopes to never fail.  The key to success is simple, learn to embrace and learn from failures to improve as a whole.

“Fail early, Fail Often, Fail Forward.” ~ Will Smith

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What is the difference between working on your business vs in your business?

Let’s face it.  You started your business because you love what you do, and you’re extremely passionate about it. Therefore, it can be extremely easy to get caught up in the day-to-day operations of your business. You may want your hands on every part of it. So much so, that it can consume a lot of your time.

While it is important to focus on your daily tasks, especially in the beginning, it is also crucial that you plan for the future. As an entrepreneur, you are the visionary of your business. You must keep your eye on the prize, your dreams within sight, and your goals written down.  If you don’t, growth will be a bit more challenging.

Ask yourself: what made you want to get into this business to begin with? Why do you continue to go to work?  If there were no obstacles like money, time, or personnel, what would your business look like next year – in 5 years – in 15 years?

Of course, it is important to be driven and feel like you have a purpose at work. But, the line between purpose and daily tasks can become blurred over time if you lose sight of your goals and dreams for your business and life.

In order to truly live out our purpose and calling, we need to feel fulfilled and well-rounded in both business and personal life. At first, this can feel awkward, even stressful to begin. With practice and discipline, you will become more and more proficient at outsourcing and finding great people to come alongside you so that you can spend more time in your zone of genius.  

So what is the difference between working ON your business and IN your business?  Working IN your business tends to be busy-work that do not necessarily require your gifts and talents. This could be things such as invoicing, scheduling, answering customer service, etc.  Working ON your business involves vision-casting, goal setting, automating processes, etc. Both are required. All is needed. However, you cannot do it all. Nor should you.

When you take time for yourself, you are able to reflect on what has gone well in your life and business, what areas need time and improvement, and come up with new ideas. When you dive into dreams you begin to see how you can make those dreams become your reality. When you are constantly working on the daily tasks, you constrain yourself and could potentially stunt the growth of your business.

Most people want to own their own business to be their own boss and have more freedom. While this is true that you become your own boss, if you’re not careful, you can also spend that freedom doing more work than you need to do.  

You and your business are both a work in progress, therefore, create time in your schedule to refresh!  

Balancing Family, Friends, and Your Business

Everyone wants to be an entrepreneur, but it is hard to understand the impact that this will have on your friends and family.  When you take the next step of becoming a business owner, you can lose friends and your family relationships could weaken — without balance. This is because some entrepreneurs are so consumed with the role of creating a business that their business begins to consume their life.

Have you ever felt like when you are not at work all you can think about is what you need to perform in your business?

Have you begun to outgrow people as they do not understand your busy lifestyle?

Do you feel like you do not have time for small talk or to get caught up with friends?

A startup can consume your life — if you allow it to.  

You need to leave time for your own personal growth and spiritual growth. You can do this by prioritizing your time. You should create time in your schedule to spend in your faith and with your family.  

You can balance your family, friends, faith, and your business, and when you do, you will find that everything feels like it is happening with ease.  You will begin to see how the benefits of one area reflect in other parts of your life.

Zig Ziglar used a tool when he explained this concept called the Wheel of Life. In his presentations, he would hold up a wheel with 7 spokes.  Each spoke represented different areas of life one has to balance: Mental, Spiritual, Physical, Family, Financial, Personal, and Career.   When one is out of balance, it affects the other 6.

When you are spending time with your family, turn off your phone and laptop. Even though this can be extremely hard to do, it is important that you continue to build stronger relationships within your family and balance work vs. home in a way that is appropriate.

For your mental “spoke”, take for example your friendships.  You are in complete control of who engages with you. If you do not want to talk with someone, then you should not respond. If your friends are not encouraging you or celebrating your wins with you, you should eliminate them from your life. It is very easy to get run down within a business, therefore, you need to keep those around you positive and protect your energy as much as possible.

Even though it can feel challenging to make time for family and friends, it is crucial for your own growth and success!

Growing Your Business

You have made the next step to create your business, but now what? Even if you have an amazing idea, product, or service, if you do not have people to buy, your business will not survive. How do I grow my business? This question is easier said than done, but it is important that you commit to following these steps.

Verification Through Testimonials: It is important that your potential customer can trust you and see how you have impacted other customer’s lives for the better. This means that you need to get video or written testimonials from customers who have used your business in the past. This gives the potential customer the ability to see how others liked the service or product. The customer will be more likely to buy if they are assured that your business will help them succeed. If you are at venue where people have used your business, grab your phone and ask them, “hey, would you be willing to give me a short testimonial on your thoughts regarding…?” These videos create PROOF that your business works!

Creating a Promotional Strategy: If you are just starting out, find one platform to leverage for marketing, and do it well! You can do this in a variety of ways. You can create Facebook Ads, Google Ads, Email Outreach, Create Partnerships, etc. The options are endless, but you need to commit to at least one strategy, consistently, in order to PROMOTE your business!

What is Your Core Product or Service?: You need to ask yourself, “are people currently buying this product from a different business?” If the answer is “yes”, you need to study what your competitors are doing. Observe what works, and what has failed. This will give you a headstart so that you do not make the same mistakes! Additionally, if you are just starting up, commit most of your productivity time to your core product or service. It is important to execute one service exceptionally well vs. three services mediocrely.

As an entrepreneur, it is important that you stay committed to your success! COMMIT to your core product or service to become the most reliable business in your market! Additionally, begin to grow your following through testimonial videos. This will give your customers a business that they can TRUST!

Committing to Your Success

We all have at least one good idea that we can make become our reality. If this is true, then why are there not more successful people? Unfortunately, there can be a large amount of obstacles that entrepreneurs face. Even though becoming successful can be an uphill battle, it is important to not make excuses and to act on your plans.

Time: You may feel that you do not have any spare time for yourself to help grow your business and ideas. This might be true that you are sparse on extra time, but if you do not start accomplishing your goals, someone else will accomplish them in your place. Most people take too much time planning and waiting on others. You need to hire the right people to help you accomplish the projects that you cannot. While the other person that you hired is working on your task, do not wait for them! Continue to work on your end goal instead of focusing on where you are today.

Commitment: You need to make a full commitment to your business. This does not mean you need to quit your job as it may not be financially feasible. You do need to commit mentally and set goals for yourself daily. For example, you could commit to filming one video a week, or posting twice on your business social media page, or calling five leads each day. The possibilities are endless and will vary depending on your business. Lastly, it is important to create a schedule that is a roadmap of your entire day. This gives you the ability to commit to each task at the time scheduled so that you do not go off-course.

When you first begin to market your product or service, you will need to be PATIENT with your results. It takes time to produce exposure and leads but this is not time wasted! You should be IMPATIENT with your activities; continue to try new things. Many of your ideas will fail, but it is important that you continue to try new things. If an idea fails, have a backup plan so that you can avoid waiting and proceed toward your goals. If you continue to stay on the same path, you will never succeed. It is important to continuously look for opportunities to better your business.