5 Biggest Mistakes We See On Facebook by Jana Dennison

5 Biggest Mistakes We See On Facebook: And How To Fix Them

To have a grand marketing strategy, you first have to have a strong foundation. You know the saying, “Don’t build a house on quicksand.” Well—the same rings true for marketing. If you don’t have the foundation of your social media marketing done correctly, your strategy won’t go far at all. We have looked at hundreds of accounts over the years, and we wanted to tell you the biggest mistakes that we see so that you can avoid them.


1 | Using A Personal Page For Business

Here’s the thing: When you first sign up for Facebook, you sign up as an individual. You add things like a phone number, email address, your sex, relationship status, and, to Facebook, you are a person. You are following Terms of Service as an individual. If you violate those your account could get suspended, or—worse yet—deleted.

If Facebook starts to see that your account is acting as a business, you could lose everything. It’s not worth it. Plus, you don’t get the benefits of Facebook Business, like being able to create ads and tracking analytics. So, do yourself a favor and, if you are a business owner, go to www.facebook.com/page and build a business page. You can finish this in less than a minute!

Now, this doesn’t mean that you cannot promote your business on a personal page, it just means that your account cannot be utilized for mostly business. Make sense? So, if you are posting more than 50% about business—create a page. If not—you are probably fine!

2 | No Profile Photo

It is incredible to me how many times someone asks me to look at their profile, and they do not have a profile photo. Guys, this is so very simple and a great way to give your business social proof. If your business centered around an individual (cosmetologists, solopreneurs, real estate agents, etc.), then use a beautiful headshot of you. If you have a team built up of many people and no face of the brand, upload your logo! It is so easy to do and not having one could mean that someone will come to your profile and leave just because they do not trust it.


3 | No Cover Photo

Facebook gave us a gift with cover photos. It takes up so much real estate above-the-fold that it is a no-brainer to utilize it! But, again, many businesses do not. You can use this feature in many ways. For us, we look at it as a billboard. We created a still image in Photoshop that says “When it comes to social media and content marketing, we’ve got you covered.” a simple one-liner that tells someone who we are and what we do.

You can also use this spot to add a lifestyle image. A lot of clothing brands do this to give their page that “cool kid” vibe. So, if you want your page to give out a vibe, pop in a lifestyle image!

Probably the best way to use this feature is by using a video. Our favorite page does this, and it encapsulates their entire brand. If you have a gorgeous brick and mortar business or are great at creating videos, this is the place to show off your skills!

4 | Terrible About Section

Some of your followers may only ever see your brand on Facebook. So, this is something you need to spend a lot of time on. Just like you wouldn’t have an intern write your website copy without checking it, re-checking it, editing it, and then having a professional look at it, you should not ignore your about section.

This section holds many things. First, it contains a blurb about you. Make sure that this is written in your brand’s voice; that it says who you are, what you do, and why you do it; and that it is written well. Use something like Grammarly to make sure that your about section is cohesive, or use our simple editing tricks!


5 | Incorrect Email, Phone, or Address

The other areas often ignored in this section are the email address, phone number, and address. I understand that, as business owners, we type out this information every single day—but that is what makes it scary! The truth is, you are likely to mess up things that you see every single day, and since each of these can be clicked on right from a mobile phone to complete the action (call, email, drive), they need to be a one hundred percent correct. 

Imagine, you want some Starbucks. It’s new in your city, and you have never tried it before. So, you find the Facebook page, click on the address, and start driving. However, Siri has you stop at a Dollar Tree. You get so confused because you are looking for Starbucks. You end up Googling it and see that the Facebook address accidentally took you 5 miles out of your way. Are you likely to try to find the Starbucks now, or are you so annoyed that you go into the Dollar Tree and pick up a soda instead? These things happen every day, and you can avoid losing a customer by just having someone else double-check this info. I don’t want to get a pizza place when I am trying to call a jeweler; I don’t want to email a random individual when I am trying to reach my real estate agent. So, look this over, look at it again, and then have someone else check as well. You want to make sure these are correct.

Now that you know what to look for—go in and check for any changes that you can make. Did you have to make any changes? Let us know in the comments below!

Twitter Promote Mode: Should You Use It? by Jana Dennison

Twitter Promote Mode: Should You Use It?

In November 2017, Twitter announced a new advertising feature called Twitter Promote Mode—beta tested by specific users in the summer months and now available for public beta. This new idea in advertising is a sort of “set it and forget it” subscription advertising. It is a way in which each of your tweets (up to 10 per day)  will be promoted to thousands, if not, hundreds of thousands of people (according to some sources) for a flat rate of $99 per month.

How Does Twitter Promote Mode Target Prospects?

At this point, targeting options are fairly limited. With the normal Twitter ads allowing extremely targeted tweets, the subscription model only allows for up to five interests or locations. For large brands with tens or hundreds of locations, and more interests to target, this just isn’t quite where it needs to be. But—as I will speak on a lot in this blog—for a small team it may be just enough.

Does It Work?

This is such a new feature that very little research has been done on it. One of the big players to try Twitter Promote Mode is HubSpot, who talked about it in one of their recent The Science of Social Media podcasts. In it, they said that they did see some results, but not what one might think. With one tweet, they reached 350,000 new people—a staggering number—but only got 50 more followers.

There might be a reason for that. On Digital Trends, they stated that Twitter says this feature is best for users and brands with less than 2,000 users, with an average of 30 new users per month gained.

Why A Subscription?

Twitter is aiming this new feature at small marketing teams and folks who just simply don’t have the time to set up an effective ad campaign. With Facebook leading heavily in the ads department, Twitter’s ad earnings have been slipping YOY. This model will give new or small marketing teams the ability to set it and forget it, while gaining generally targeted followers in the process.

Will We Be Recommending This To Our Clients?

As of now, all of our clients and our personal Twitter profiles have over 4,000 followers that we gained organically with absolutely no ad spend in 2017. For now, we are gaining well over 50 new followers on each Twitter profile a month and with the average follower growth in the Twitter Promote Mode model being 30, it doesn’t seem like this will be a great option just yet. But, we will not completely write off this service. Twitter is a mega brand with a lot at stake in terms of advertising profit. I am sure that they are raking through these stats and trying to find ways to make the platform more worth it. Until then, we will hang tight!

Through reading about this service across multiple blogs, I have become excited about the future of social advertising. Each social site watches each others’ moves carefully, so don’t be surprised if Facebook or Instagram roll out something similar for you to use!  

Here's Why You Should Be Trying Influencer Marketing In 2018 by Jana Dennison

Here’s Why You Should Be Trying Influencer Marketing In 2018 and Beyond

Social media marketing is a beast of its own. With the influx of groups, stories, live video, video in general, and influencer marketing, it can be daunting. But, you really should at least try all of those things—most importantly, influencer marketing.

 

What Is Influencer Marketing?

The most powerful form of marketing is word of mouth. Your best friend tells you to try out a new product, you buy it, become addicted, tell another friend, and the cycle continues. Another form of word-of-mouth marketing is when your favorite celebrity wears a pair of shoes, you see it, and you buy the same shoes. This is an example of influencer marketing.

You would probably be surprised to find out just how much of the social media images that you see by power users—with followers over 5,000—are actually ads for other companies. Try this fit tea, love this face mask, or this ootd (outfit of the day for those not in the know)—these are all paid for advertisements by various brands, and this method of reaching the masses has proven to be an incredibly effective form of marketing. Though, there isn’t a clear benchmark for success, since the industry is so new, some studies have shown up to three times the amount of engagement when using influencer marketing. 

One particular study also had some interesting findings with brick and mortar shops. It found that over 40% of people who saw an influencer ad would visit within 4 days. How incredible is that?!   

What Will an Influencer Do?

Here’s what’s beautiful about influencers—they are literally everywhere and can do almost anything! Do you need a boost in followers on Instagram? An influencer could either take over your account for the day, post about you on their own social pages, or both. An influencer could write a highly engaging post for your blog, they could post a video to YouTube showing people around your store. Your creativity is the only boundary with influencer marketing.

Pro Tips:

Trust Your Influencer:

We talk to a lot of influencers and they all say the same thing, “I know what I am doing.” And they do. If someone has gotten over 10,000 followers on Instagram on their own and has an idea for the marketing campaign—listen to them. Chances are, they know their audience better than you do. Obviously you will want to set ground rules (no cussing, body shaming,etc.), but then trust the influencer to do their job. It matters to them just as much as you, without happy clients, they will lose their business.


Work With Them Again:

Keep in touch with your influencers. If you run a campaign in January that goes extremely well with an influencer, keep them on file. Ask them to meet with you again in 3-6 months (or whatever your budget allows) and run another campaign.

 

Micro-Influencers Work:

Try micro-influencers. Some influencers come with a hefty fee, charging up to $100,000 for one post. A great thing for your brand to try is to reach out to people with 1,000-5,000 followers and ask them to post in return for a shoutout on your page, or something free from your business. Micro-influencers are looking to hop into the game, so it is much easier to cut a deal with them, and it can be just as effective. According to AdAge, Instagram users with under 1,000 followers have a like rate of 8%, while accounts with 1,000-10,000 followers get just 4% likes. This is because those people with less than 1,000 followers are more than likely “followed” by  friends, peers, and people they know personally which adds another level of connectedness and trust.

All in all, the least you should do is try influencer marketing. If you need help building a campaign, or want to talk to someone about how they can manage your influencer marketing campaigns, contact us at heythere@zettist.com.

4 Reasons Why You May Need To Outsource Social Media by Jana Dennison

4 Reasons Why You May Need To Outsource Social Media

It’s true. Social media, for the most part, is best completed under the roof of your own business. Your team can invoke the personality of your business better than anyone else, and it is incredibly beneficial for them to know how to speak to your brand’s voice. But, for some medium and large companies, there just simply is not enough time in the day to generate a consistent schedule of posts. We are going to walk through four reasons why you may need to outsource your social media marketing.

 

1  | Not Consistently Posting

Consistency is key in a strong social media presence. With marketing teams being given new tasks every day—from voice search optimization to creating an email list—it just becomes too much work. Well, this is when you may want to have some professionals step in. A good social media team will be able to speak to your brand and even create content that you might not ever have thought about. This will take work off of the plates of your team and free up time for them to focus on much larger tasks.

2 | Not Responding To Comments

Social media is meant to be social. Personally, I have probably written about this over 30 times! One of the most important things that you can do as a brand is answer everyone. Think about it: If someone comments on your Facebook post and you answer it, that will show up on friends-of-friends’ feeds, making your reach expand even further from a simple three-second answer. 

Now, your team doesn’t have to go into in-depth paragraphs. Use emojis, gifs, or simple comments to answer back. If this is something that you simply don’t have the bandwidth for, it would be worth it for you tenfold to get someone to answer all comments, messages, and reviews for your company. And guess what? Most social media marketers who do this will also have packages that include posting for you as well. This is a great option as it will allow the same voice to be used for posting and messages and it will give your brand some real fluidity across platforms.

3 | No Original Content

It is wonderful to post other people’s content. In fact, it helps people to trust your brand even more! However, if you are only posting other people’s content, you are missing out. It can be quite hard to figure out what you want to portray on social media, but a professional will be able to help you dig through the different facets of your business and find a voice that will speak right to your largest audience!

4 | Little To No Growth

You may be posting consistently—and with your own content—but if you are not getting engagement, it may be time to call on a professional. Ask for a consultation to learn how you can get organic engagement or hire a team to take on the workload for you. Many companies find that the headache of social media is better off in the hands of someone else. Take a look at your budget, and see if there is room to spend some money on a professional.

Hiring this work out is by no means for everyone. You may have a large team and some all-stars who are killing it at the social media game. If so, we want to hear about them! Tell us about your social media all-stars in the comments below, and we might just interview them in 2018 to find out how they do it.

The 'ABC's' Of Creative Success by Jana Dennison

The ‘ABC’s’ Of Creative Success To Keep Your Creativity At Its Peak

For many marketers, most of our success comes from creativity. This is a skill that can be trained and cultivated, but not everyone has innate creativity. With the threat of AI taking over a portion of the job force, now is the time to find something that you can do, that no one else—or no computer—can. You need a ‘niche’—if you will—in your skill sets.

Being a creative is difficult. You have to constantly come up with funny, witty, motivational, heart-wrenching, mind-bending material…and sometimes it can feel like there is no good idea in sight. Sometimes the creative well within is all dried up.

So, what can you do to make sure that you stay consistent?

 

Always Be Creating

Literally, the ‘ABC’s’ of creating, Always BCreating. That means, if you are one of the lucky folks who does not have a set work schedule, make one!

A wonderful example of a creative genius who practices this very thing is Christoph Neimann. As you can see in the wonderful docu series, Abstract, Christoph is an accomplished illustrator (amongst other things) who has scheduled studio time (that he sets for himself), similar to a 9am to 5pm gig in order to keep up with his creative schedule.

In the documentary, he talks about how a lot of creatives say that they have to be ‘in the right mindset’ or ‘feel the creative spark’. However, Christoph’s views are much more realistic. It is his job to be creative, so he does not wait for a magic moment, he sits in his studio and makes them happen!

That being said, schedule creative office hours for yourself. Whether or not you are creating for a client, or just trying to get some ideas flowing, during this time you should absolutely be putting your pen to paper, your mouse to Photoshop, or any other medium you choose, and create!

 

Always Be Learning

As I have mentioned many times before, I am a firm believer in continuing education, whether that be through podcasts, books, courses, or—if you are like me—all three. In the creative world, changes come along frequently. If you want to be a success, you need to keep up with your industry.

Just as you should be scheduling your creative time, you should schedule learning time as well. I block out Wednesdays from 11am to 4pm as a sort of sacred learning time. In these hours I can do any number of things as long as it has to do with improving my marketing skills.

I am currently taking classes in Udemy for PPC (second round of PPC courses!), listening to podcasts, and reading two marketing books. With a good mix of learning material, I never get bored and I definitely don’t ever skip my learning time.

 

Always Be Scoping

No matter how great a creative one may be, they are still influenced by someone. It is incredibly inspiring to watch your heroes create and push the envelope. These inspirations often lead creatives to take a larger leap as well.

Follow your industry heroes on social media, add their blogs to your Feedly account, subscribe to their email newsletters. You can learn so much from those who influence you that at some point you will be on their level and maybe you could even become someone who inspires your greatest hero in return!

What a thought.

This is all very generic advice, written about dozens of times, but people still do not follow it. I didn’t even follow it at first. Once you add something to your calendar and use that time wisely, it becomes a habit, and then slowly becomes something that feeds you. I couldn’t stop learning if I tried. I would get bored with the skills that I have already matured. You can train yourself to crave learning and creating, you just have to make yourself do it!

Facebook Hack: Invite People To Like Your Facebook Page by Jana Dennison

Last week we went over our strategy for boosting a post on Facebook. This blog post raised some very good questions, and there’s one in particular that we thought we should expand upon:

What good is engagement if the individual never actually follows your brand?

Well, it’s complicated. While there’s no easy answer,  I think we can all agree that a follower that engages with your brand is better than a non-follower who engages. Luckily, we know of a way to address this problem!

Invite Prospects To Like Your Facebook Page

That’s right, there is a hidden-in-plain-view hack in Business Manager that is extremely useful and here is how to use it.

*Our FB page is not part of our marketing mix, so this is a very small example. Your clients should see hundreds of likes if you are using our suggestions for boosted posts, or setting highly-engaging ads.

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  • Log into Business Manager

  • Scroll down to your most recent post (that has engagement)

  • Click on the line that reads, “Jane Doe, John Doe, and 2 other people liked this post.”

  • Click ‘Invite’ on the right-hand side of the box

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It’s so simple. On the right-hand side of this list you will be able to see if the people engaging with your post like your page or do not.

This is where a world of possibilities opens up to you!

Let’s say you boost a post or run a promotion and you get a ton of engagement, but only a small amount of new followers. You can now click on the line that reads “Jane Doe and 100 other people liked this post.” and instead of expecting people to follow your page on their own, you can individually invite each person who is not currently following or “liking” your page.  The best part? You can invite up to 500 people each day… if they have already engaged with your post.

How’s that for value?

Don’t leave all of the work up to your prospects. Log in and invite. It’s as easy as, ‘Click. Click. Click.’

How To Edit Your Content: Our Simple Trick by Jana Dennison

How To Edit Your Content: Our Simple Trick

When we look at a piece of content for too long, it gets harder and harder to find errors—especially if we’ve written it ourselves. Oftentimes, we miss simple mistakes because our brains play tricks on us. For insatnce, you might have read that last word correctly because the first and last letter are correct, but I spelled it very wrong.

As someone who writes for a living, I had to find a way to find simple and awkward errors myself before posting them to the Internet for all the world to see!

 

The Readback

It can be hard to see mistakes, but sometimes hearing them out loud can be helpful. One way to do this is to create a voice memo of you reading it aloud. Another way, and what we do, is to copy and paste it into Google Translate.

Why don’t we just voice record? Because, as humans, we want what we wrote to sound perfect. You could be inadvertently correcting yourself even when there are mistakes. However, if you copy and paste your words into Google Voice or Notes and hit the “sound” icon, those programs don’t care how you sound and you will get a true readback of your content.

Here’s how to edit your content with a readback:

 

Google Translate

  1. First, write your article and then copy the entire thing.

  2. Then head over to Google Translate and paste your article.

  3. Next, hit the sound button.

  4. Your article will begin to read back to you via Google’s interface.

 

Apple Notes

  1. Copy your article

  2. Open Apple Notes

  3. Paste your article

  4. Highlight your article

  5. Click “Control”

  6. Click “Start Speaking”

Through these methods you will be able to hear awkward sentences, and, in many cases, misspelled words. After you have checked the article on your own and listened to it, you should then send it to a professional editor (Shout-out to our super-genius, Mike!) or use a service like Grammarly. This way, you are putting out the best content possible for your audience to read. The more mistakes you have, the less reliable and trustworthy you become.

How To Build Strong Social Media Relationships by Jana Dennison

How To Build Strong Social Media Relationships With These Easy Steps

Marketing is no longer a 30-second spot on TV and a flier hanging on your doorknob. It has evolved, and the ways it has evolved have been drastic and rapid.

With the emergence of the web and social media, we have almost gone back in time.

Back to the time when your neighbor’s local shop was the better option over the supermarket because you knew he provided good quality, and you had built a relationship with him.

It’s amazing what that can do. A relationship. Such a great concept that has been lost in time.

 

How Are Social Media Relationships Relevant?

Now, you may no longer meet your customers face to face, but you do have an incredible opportunity to speak with them and grow a relationship over the wonderful worldwide web (yes, the Internet).

This point is preached all of the time, and there’s a reason it’s repeated so often—no one listens!

People, get online and chat with your customers. Cheer them on through social media when they have accomplished something huge, write pertinent blogs that help your customer, and then when they comment on that blog, respond. Always respond.

Make Opportunities Happen

The opportunities are there, and if you believe they are not, make them happen. This is no longer the world of: Who has the flashiest site and the best commercials? It is now: Who do I trust and whose core values align with my own?

Whether you like the old ways or the new, one thing is for sure, you have to keep up! If you don’t focus on building relationships with your customers, you are going to lose out. We have seen it time and time again with huge brands that were seemingly untouchable just a few years ago closing their doors.

These giants never built trust with their customers. They never helped them, and they never had a community of brand advocates.

The little guy can and will win in 2017…if you step up your game.