Social Media Marketing

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!  

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.

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 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.

How I Used Growth Hacking For The Greater Good by Jana Dennison

How I Used Growth Hacking For The Greater Good

Growth hacking. If you are in marketing you have heard the term, and have possibly even attended a hackathon or 10. I never felt great about this form of marketing. Scraping sites for email addresses and stealing the contacts of my competitors just felt…wrong. And since I named my company Zettist after my grandmother (Izetta), who was the purest of souls, I didn’t want to earn new business in any sort of shady ways.

That is, until I actually tried growth hacking for myself and it worked! Listen, I never once scraped a site or stole my competitors’ contacts. I didn’t even do it for my business. I did, however, try growth hacking on my personal Twitter account—just to see what would happen.

In just a few short months I went from 50 followers to over 2,000! Some of them spam bots, of course, but the majority are active Twitter users who interact with me. To say I was surprised is an understatement.

Now, my ways are amateur in comparison to almost anyone who calls herself a hacker. I am not here to claim that I am a growth hacker in any way, and our agency doesn’t offer “Growth Hacking,” but here is how I grew my audience with amateur growth tactics, and how you can, too. if you’ve found that your account has gone stale.

 

Follow Influencers

The first step on my quest to Internet fame (totally kidding, folks) was to follow influencers. I did a quick Google search on the top marketing influencers on Twitter and gave about 100 of them a “follow.” By doing this, I gained almost 200 followers in the first 24 hours. This is because some individuals/businesses have “follow bots” set up. So, you follow a specific influencer in their niche, and they follow you back!

As I gained followers, I followed everyone back. Remember those bots I talked about? They also automagically unfollow anyone who does not follow them back in predetermined amount of hours. By following everyone back, I avoided getting unfollowed.

Tweet!

It took about a month, but I finally had 1,000 followers. Before I reached this 1,000-follower threshold, I was not tweeting much. I was just focusing on the follow game. But, now that I had an audience, I used my favorite scheduling software to blast out tweets throughout the day.

Now people were interacting with me and I was getting excited!

 

Start Conversations

The next thing I did was think about, “How can I do more?” This led me to play around in a program called Zapier. (I don’t know why I hadn’t looked into this before, because it is absolutely amazing, but more on that later.)

Zapier is a program that does “if this, then that” tasks (IFTTT also does this, but Zapier seems to be more robust). I set up a Zap so that if someone follows me, I tweet at them. This sort of thing is generally used for evil. I can’t tell you how many DMst/tweets I get a day from people touting their products, or asking me if I need a social media agency to help with my business (Hello?! Know your audience!), but I was using this to generate some good, old-fashioned conversation.

I set up my Zap to say “Nice to “meet” you @______! Which brand inspires you the most?” Instantly, people were tweeting me brands that inspired them! Some people were confused by the question, but many got it.

This has done two things for me: First, it allows me to start a conversation with someone I do not know, but want to know. And second, I am learning about so many amazing brands that I had no clue about before!

As I write this, I have 2,206 followers on Twitter. I expect this number to grow to over 5,000 by the end of the year. I believe that this three-step growth hacking (if you can even call it that) process is for the greater good.

Would I recommend it to any of my clients? Probably not (unless they were an unknown brand)—but I would recommend it to anyone trying to grow his or her personal social influence, or get some brand recognition.

So, get out there and tweet you little birdies! And let us know how this simple trick works for you!

The Best Way To Leverage Your Brand On Social Media by Jana Dennison

The Best (And Most Fun) Way To Leverage Your Brand On Social Media

Social media marketing is not brain surgery, but it does take time. There are too many businesses that post to their accounts once in a blue moon and then never come back to schedule more posts or to check to see how the post is performing. Well, these businesses need to take a class in consistency!

With a great scheduling tool and just 10-20 minutes a day, you can take your social media marketing from zero to hero—and we are going to tell you how!

 

Be Social

I always ask fellow marketers for their one piece of marketing advice when I speak with them. Just a few months ago I was told, “Treat people how you want to be treated.”

This golden rule is not only wonderful for your personal life, but for social media as well. If you see someone crushing their fitness goals online and your brand revolves around fitness, let them know you are rooting for them and cheering them on! If you see other marketers who are getting great results, ask them how they did it and let them know they are an inspiration to you!

Social media is meant to be social. Let’s all work together to keep it that way.

We could honestly stop here. Be social. Stay social. There are multiple ways for you to remain social and active even if you do not have much engagement on your posts. If this is an area that stumps you, read on!

 

Twitter Search

If you are on Twitter and find that not many people tag your handle, you can always utilize the search bar to have mini discussions with people who maybe mentioned your brand without tagging (check this by typing your brand name without the @). Or if your brand is new, you can search topics you are an expert on and insert yourself into relevant conversations!

Let’s say you own a roofing business: You could type “roof” into the search bar, apply a location to your search filters, and start a conversation with people in your area who are having roof problems! It’s so simple, and a great way for you to start to build a relationship with peopl who will grow to trust your brand because you engaged with them.

For example, if I find a post where one of my fitness clients is mentioned without a tag, I will look to see what that tweet says. If the person writes, “I need a gym membership!” we’ll  send them a pass to try our gym free for a day.

One “free pass” link has been clicked over 300 times—this year alone! Imagine having 300 more leads just from a simple Twitter search. And, by the way, you can also search terms on Facebook as well.

 

Hashtags

Another great way to start a conversation is by following a relevant hashtag on Instagram, Facebook and Twitter. Since we are on the topic of roofing you could follow the hashtags #home #roofing #roof or something else that speaks to your niche and go through and comment on media revolving around this subject.

Instagram works better for a global audience or for a company that is in multiple states, but if you use it correctly and avoid spamming people, your comments could go a long way!

 

Reply to Comments

This is the easiest way to stay social, and possibly the most ignored! If people are interacting with your brand, you are very lucky. Reply to everyone! Even negative comments. This will help to establish you as trustworthy and help you to gain a higher following. If others see that you reply, they will be more likely to follow along and start a convo with you.

If you consistently follow this advice and track your progress, you will most definitely see great results. By following these simple steps, my personal Twitter went from 50 followers to over 2,000 followers in just a few short months. It’s amazing what a simple conversation can do. So, get out there and get social!