3 Go-to Social Media Channels For Technical Brands

3 Go-to Social Media Channels For Technical Brands

In today’s post, I discuss social media marketing that technical, operations-driven, engineering and manufacturing brands should use to get ahead and build their brand.

Social media is all about engagement, building relationships, and keeping your existing community happy (and proud) to be associated with you.

Community, in this case, means your prospects, existing customers, past clients/customers, employees (and their families), investors, media organizations, vendors, creditors, and more!

These are your ‘people’ and your tribe. They believe in the company, the people, and the vision. They want to see your brand succeed. Their success is vested in your success.

As a brand, you depend on them immensely for your success and you owe it to them to manage and invest in that relationship.

Business leaders that understand the power of social media and brand building via relationship nurturing, leverage social media marketing to get ahead.

Some direct benefits that technical brands can enjoy by managing and updating these presences on these platforms regularly:

  • Attracting top talent
  • Engage with existing employees and showcase your culture
  • Attract new vendors and suppliers
  • Get on the radar of influencers, and industry leaders and build relationships
  • Help avert a crisis and manage reputation

If you are looking for sales or a ton of traffic back to your site so you can convert them, then there are other tactics that work better.

Any of the above-mentioned benefits are good enough returns for medium to large enterprises!

Social Media is not for everyone

I do not want to set the wrong expectations.

When it comes to immediate returns, social media is not going to get them for you – i.e. profit payback in the time you spend.

You have to invest in and build a sizable following to get regular engagements that will allow the top of the funnel to push buyers down towards your purchase stages and help achieve sales targets.

Building a sizable following is hard. It is brand building. You have to engage and give give give.

Did I mention “give”? Because that is what it takes to build trust and a following.

So you are asking at this stage – what can I give?

Value.

Value can be anything from information, insights, entertainment, engagement back, creativity, swag, free demos, products, and more.

It is building a relationship. It is investing in a relationship.

Think of the last time you invested in a relationship offline with one person.

How much did you enjoy and give your time? You showed up consistently. Helped out.

Well, you are now looking to do that as a brand manager, marketing manager, or a business leader online – on platforms where you are looking to build thousands of relationships over time.

Many brands that are just starting do not have time for this. They are usually cash strapped and looking for quicker returns.

I understand this. I run a boutique agency and we have many customers but we always have bills to pay. So we are usually in need of new business.

But to get ahead, and exit the rat race, you have to build a following. You have to become known in your space or category.

How can you do that if you do not invest in building meaningful relationships with your buyers in this space?

That means taking time away from an immediate lead generation or quick sales conversions to build your brand.

Social media helps do that. It is not the only tactic to use to get famous in your space. There is paid media, PR, SEO, advertising/paid media, influencer marketing, email marketing, event marketing and more.

The options can seem endless. In this article, I am narrowing down what works for social for technical brands.

Some industries that can benefit from the tips & recommendations in this blog include:

  • Manufacturing
  • Engineering
  • IT
  • Pharma
  • & others will production facilities

This is because the type of content I will recommend by channel is easily producible in these organization types.

If you are just starting out, invest a much higher mix to the immediate return other tactics – but social is brand-building activities that will pay back 10x if you pass a certain threshold.

It takes time to get there – so always have a small percentage of your marketing budget tied to these brand-building activities. Even in the early stages.

If you have funding or an enterprise brand, then this decision is an easier one to make and a larger portion should be spent on social.

So, with that out of the way – let’s get into the first social platform for technical brands – LinkedIn.

1. LinkedIn and its powerful capabilities

LinkedIn is not only a channel for you to seek jobs or hunt for talent.

It is one of the most powerful forms of social media for most brands.

With its ability to connect with employees, other companies involved in the technical or engineering-based market, and potential partnerships, LinkedIn is considered the best B2B marketing platform.

There are over 310 million active users, many of which are in the 50-65 age range. This means your brand will be exposed to seasoned professionals and decision-makers.

LinkedIn is the best source for generating leads by a long shot compared to other social platforms that – especially when it comes to B2B:

Linkedin lead generation

Image Source: HubSpot – Linked 277% More Effective Than Facebook & Twitter

Ok, you might need more than just a push of the button. Here’s what you’ll need to do:

  • Set up and complete your company’s LinkedIn profile.
  • Share engaging content targeted toward your targeted industry.
  • Interact with and add fellow profiles, pages, and groups to build up your audience
  • Get your employees to engage on the platform – this one is huge.
    • If your company shares an update and your employees provide input, engagement, and shares – well guess what your team is feeding the algorithm to help it gain traction.

Check out how Midas Safety Inc (one of our client partners that we helped within social media marketing 😊 – yes, I know we are biased here!) is thriving on LinkedIn.

Social Media Marketing for Manufacturing Companies

By posting regular content, including videos interviewing experienced manufacturers in the company, Midas Safety is building a reputation that is sure to boost its social media presence.

We helped this technical brand go to over 56K followers as their social agency by rebranding their website, creating and curating engaging content, and providing regular updates.

No ads or PPC.

Read some of the other success stories on our partnership with Midas Safety here.

Now augment this social media management effort with their advertising capabilities by job titles, and seniority in combination with their premium service inmail outreach efforts – you have increased your touchpoints with your ideal buyers in each stage of their purchase funnel.

  1. Brand Awareness = Social Media Marketing on LinkedIn
  2. Consideration = Advertising
  3. Purchase/Transactional = Inmail

All within one platform. Pretty powerful, if you know how to use LinkedIn’s capability.

Going back to Midas Safety, since taking over and managing their profile by creating and sharing regular content, we have seen an uptick in the following key areas:

  • More followers (5,000+ new in the last 6 months)
  • More decision-makers looking at the content
  • More engagement from existing followers
  • More prospects seeing the updates

All of the above can and does help grow brand equity, brand trust, and trust with key decision-makers in key markets where they are looking to become known.

Versus other platforms, this is where the true power of LinkedIn comes into play!

The best type of content for brands that do well on this platform include:

  1. Employee updates (this has worked wonders for our manufacturing clients)
  2. Company announcements (earnings release, new office, new location, new hires)
  3. Photos of team members and behind the scenes
  4. Company’s values
  5. Videos produced in-house (new product launches, capabilities, company history, values, team updates, educational content, etc.)

2. YouTube

Many companies are using YouTube videos to both educate viewers and strategically market their professional services. YouTube is often used in the following ways:

  • Demonstrates products in use to help viewers imagine themselves using the products
  • Shows how-to tutorials on troubleshooting or DIYing manufactured goods
  • Gives you insight into the creation of their manufacturing products

A great example of a successful YouTube channel for a technical company is Tesla.

A black sports car Description automatically generated with medium confidence

Tesla uses YouTube‘s social media presence to successfully market its latest products and services.

Now you may be wondering – YouTube is a social channel?

More brands consider YouTube to be a social media platform as much as a video viewing channel. YouTube is a lot of things, but it does offer brands to host the following elements to make it social:

  • Brand Profile
  • Regular content updates
  • Content descriptions
  • Comments & Engagement sections

If all these above features are not considered social in nature, then I don’t know what is.

Also, after Facebook, people spend more time on YouTube than any other platform:

Graphical user interface Description automatically generated with medium confidence

Source: Broadbandsearch.net

They have 1.5 Billion monthly active users, and this number is only growing.

That is quite a large number of people consuming video content daily.

So, if your brand is on YouTube, is optimized, and engaging with the right keywords, hashtags, and content, you will get discovery.

Types of content that works well on YouTube for brand pages:

  1. How-to videos & Tutorials (these have taken over YouTube. YouTube is almost a tutor for everyone or a school – especially for technical products)
  2. Footage of the team in action
  3. Team and expert interviews
  4. Vlogs (your content in video format)
  5. Courses & expert summaries/analysis
  6. Event videos
  7. Favourite or Best of videos

As a brand, especially looking to showcase your technical in-house capabilities or attract talent, YouTube is a must.

Leverage YouTube’s power, its daily users, and your expertise to get good long-term returns.

3. Twitter

Twitter is a social media platform that has over 217 million daily users, making it a prime platform for marketing one’s manufacturing business. Most notably are Twitter’s features of sharing, following, and using hashtags to connect to your target market audience.

Obsidian Manufacturing Industries, Inc. harnesses the power of Twitter to reach thousands of followers. By having an established profile stating your company’s location, official website, and a catchy description, you can increase your followers on your business’s Twitter account.

Graphical user interface, website Description automatically generated

Even as a small business, they fight above their weight and get regular engagement with their following.

Now to many large established enterprises – ~3k users may not seem like much. But it took consistent work to get even this audience size from nothing on Twitter even for a brand such as Obsidian. Also, it’s not only the followers that matter.

It’s your profile views, your engagements, your impressions, and link clicks.

Those metrics matter and start adding up over time.

When those folks are looking to eventually start researching – your impressions, and good sentiment will help your brand stand out.

The goal is to trigger brand recall.

Being active on social with the right messages helps gain visibility and create the right affinities.

The type of content that does particularly well on Twitter includes:

  • Threads (a series of tweet)
  • Success stories
  • Winning “secrets”
  • Giveaways
  • Videos
  • New Vacancies
  • Retweets
  • Questions & Engagements
  • Polls
  • Threads sharing very specific and unique experiences/expertise
  • Motivation posts
  • Insights (stats, research and other relevant topics)

Twitter is a fast-paced river. You will have to post more frequently and do retweets to get visibility on this platform. Even with that said, nothing beats quality over quantity.

Social media is a long-term play

I have written a similar blog post a couple of years back that goes into more details on more channels that you can find here.

It is catered to manufacturing brands mostly, but other technology-based companies can benefit from the insights and tips shared there as well.

Understand that as a brand manager or a business leader, showing your brand in the right light is the first step in keeping your stakeholders happy.

Stakeholders can be investors, vendors, suppliers, employees, customers, and creditors.

If you are running a business and neglecting social to build the right reputation, you may be missing out on a ton of opportunities from many of the stakeholders mentioned above.

Everyone uses social media to search for a new company to work with and investing in the right messaging with the right channels is key.

And most importantly, you must take the management of your social channels as an investment. It is a long-term play when it comes to management and activity, just the way it is when looking to build the right team. To do that, you must meet the point of entry. Having a social presence in 2022 is just – a point of entry.

How you use it to shape your voice is where your point of difference comes into play.

That difference if done right will allow you to get ahead of your competition in your vertical.

Good luck with your social, and if you need help with social – our team is a quick call away.

Do Likes on Social Media Channels Matter?

Do Likes on Social Media Channels Matter?

Do Likes on Social Media Channels Matter?

What are “Likes” or “Subscribers” or “Follow”?

With over 3.6 billion users, social media is unarguably the new mega force to reckon with in the business arena. Social media platforms such as Facebook, Youtube, Instagram, TikTok, Twitter and others have given businesses cost-effective and convenient platforms to communicate with their target audience. 

Digital marketers are working round the clock to have as many people as possible like, subscribe, and follow their social media channels and posts. So the question becomes do likes on social media channels matter?

So, what are “Likes” or “Subscribes” or “Follow”?

Every social post is accompanied by several buttons, including the like button. When someone likes a post, it means they enjoy or support the content of the post. Likes are a show of preference for a post.

On the other hand, the subscribe feature appears on YouTube and Facebook.

People know about the “Follow” or “Like” feature in Facebook, but the ability to add “subscribe” to a page feature exists as well. You can learn more about eligibility and or how to configure for your page right on Facebook’s guidelines here.

When someone clicks or taps on the subscribe button of a channel, they become subscribers. They simply show that they like your content and would like more. Therefore, they can see the channel’s content on their news feed as soon as it is published. 

Image source: Dummies
Web Worx Labs YouTube Banner showing Subscribe button as a focus for the blog "Do likes on social media channels matter?'
Our Subscribe button on YouTube

The follow button on Instagram and Twitter is almost similar to the subscribe button on YouTube and Facebook. Your Instagram or Twitter followers are people who’ve chosen to receive your tweets or Instagram posts in their profile’s news feed.

Instagram Follow Button
Twitter Follow Button

What Good Things Come from Likes?

Brands and companies are spending a fortune to market their products and services. But with that much content out there, someone could be wondering why a brand would be obsessed with increasing its social media likes.

So here are a few key reasons why “likes”, “follows”, “subscribes” are still important today!

More Communication

The more “likes”, “follows” or “subscriptions” your social media channel gets, the broader your fan base gets. Therefore, an increased number of likes on your channel will make your posts more visible on the feed section of your target audience’s profiles. 

You can use this visibility to introduce your fans to other communication platforms for improved conversion. 

Build A Fanbase On Social To Own

For instance, with email marketing cited to have a 2.5% click-through rate against 0.07% for social media marketing, a digital marketer would be interested in diverting their social media fans to their email list. Therefore, a post encouraging the fans to join your email list for a specified benefit would come in handy. 

Related: 5 Easy & Impactful Email Marketing Tips You Can Use Right Away

In such a case, more likes on the post will make the call to action and the accompanying content more visible to the right people. The approach will also be helpful when you want to increase your website’s traffic from your social media channel. 

Also, you have now converted your followers into an email list that you own outside of social media. This allows your brand to start off building awareness on social media, then nurturing them through other channels to make them eventual customers.

At the same time, having them sign up to your newsletter from first have them follow you on social will allow you to build some protection or insurance against when that social platform goes away or dips in traffic (which happens these days sooner and more often than we think).

More Clout

The internet today has pushed the slang ‘clout’ and is now adopted by everyone. It generally means power, influence or fame. Clout also makes someone or something more popular. Undoubtedly, social likes make you popular online, thus extending your fan base. 

For instance, company A’s social media page 1000 likes. Its competitor, Company B has 600 likes on the same platform. Then, there’s a high possibility that company A will be more sought after than B, thanks to clout. When company A rolls out new services or activities, the information will reach out to more people. 

In a nutshell, a high number of social media likes differentiate you from your competitors. More followers may not mean more engagement for each time you update them on social media. It should just show anyone looking to understand a brand at a high level if it has a history and following.

It is a way that many still size others up (not our recommended or preferred way to measure anyone). Likes or followers on the surface can be misleading if the engagement is non-existent on each social media update. So if you are going to use Likes/followers/subscribers to make a “judgement call” on a brand, use it in conjunction with other social media metrics to ensure you get a fuller picture.

Related: Social Media Marketing Services at Web Worx Labs

Related: Why should marketers care about TikTok?

Related: 5 Must-Have Attributes For A Killer Social Media Post

What Likes May Not Provide:

 Sales or Leads

Just because someone follows you for your content, it may not mean that they are interested in doing business with you.

Even now, when you think of success on social media, the first thought goes to having lots of likes.

However, it is important to understand that it is not necessarily true. A social media channel may have thousands of likes that don’t translate to more sales or additional quality leads. Then it leaves you with the question ‘why?’ 

The reason is that people may like your service or product but it does not mean they need it. They may have liked it just because it looked attractive or caught their eye-nothing more. 

However, over time, as you engage with your target audience in a meaningful way on social channels, there will opportunity to bring them down the buyers’ journey to an eventual conversion.  This is when leads or sales occur.

Social Media is a very top-of-funnel activity or the bottom of the funnel activity to engage existing customers.

As the chart above shows, social media usually fits in the top two sections.  Although updates on social platforms with lead generation and the ability to conduct eCommerce transactions right online have changed that.

Now, this has changed recently with advertising specifically introduced to generate leads via social media (to target the more middle of the buyer’s journey funnel) – but that comes through advertising not likes directly. 

You have to use those likes in other ways to build an audience that engages with you on other channels so they eventually become a customer.

Getting likes for the sake of likes alone is not a viable sales strategy.

Likes no longer as important

This is a fact that many people do not understand. You may have likes, but they do not necessarily mean much if they are engaging with your content and you are not able them to the buyer’s journey.

Yes, they may help you have a bigger fan base, but their importance does not go far than that on their own. In fact, algorithms on social platforms limit brands that prevent reach from going to all the followers as they want you to advertise to reach a greater portion of your following.

At the end of the day, what matters is how well you have marketed the specific product or service. It can be in various channels, not just through social media. Driving more traffic to your website and well-informed marketing campaigns can boost your social media marketing efforts in pushing your brand.

Customer feedback, referrals as well as social media sharing and comments will also bring a supplementary force to your digital marketing campaigns.  

There are many companies that have first build powerful brands that naturally attract followers. Build your brand first and that will translate into sales, more followers and growth over time.

Closing Thoughts

A huge following and many likes will bring your brand closer to the eyes of the target audience. However, you should not be comfortable with just that as far as your online marketing is concerned. Any following on social media should have harder goals tied back to these softer “vanity-based metrics”.  Are you getting calls?  Are followers coming to the site and staying there?  Create content for each of the phases in the buyers’ journey (not just the top end) and that will allow you to benefit from building a brand that the right people will be attracted to.

Questions? Thoughts? Need help. Reach out via our contact us page or comment below!

TikTok Marketing: Why Should Marketers Care About TikTok?

TikTok Marketing: Why Should Marketers Care About TikTok?

TikTok Marketing: Why Should Marketers Care About TikTok?

If you are looking for guidance on TikTok marketing and want to understand your options and approach, you have come to the right place! If you aren’t already aware, TikTok is a trendy new social media application launched internationally by a Chinese tech company in September 2016.

This app has since then gained popularity in the western markets as a convenient and content-driven application with videos ranging from politics to education to live streaming. But should marketers and business leaders pay as much attention to this app as most other people?

The answer is definitely ‘Yes’. Here’s why:

The Growing Numbers and Statistics

People now spend more time on TikTok than on YouTube and the trend is increasing!  We are hovering around 1.1 Billion users on TikTok!

With the app being the most down at around 33 million (as of Q2 2021) in the apple store.

The growing number of users coupled with low advertising costs makes TikTok a lucrative marketing and branding channel for business leaders and brand owners. Not only do marketers have the opportunity to showcase their services, products, and brands to a sizable audience, they also have to pay less per advertising campaign as compared to most other mainstream social media apps like Instagram, Facebook among others.

Besides, the age group people think is predominately younger is also growing for the older demographic.  That means, more older people are becoming more comfortable with the platform so getting in now will allow you to cement your foundational following that can be built upon as the younger demographic naturally ages over time and the older demographic catches up.

Image Souce: Statista (US Only Numbers as of March 2021)

 Connect Directly with Content Creators:

TikTok facilitates a unique way for brands to create and share their advertising campaigns either by using TikTok’s own advertising tools or by connecting them directly to content creators.

Marketers can filter out influencers based on whether their style matches the brand’s face and target audience (based on age, gender and geo-location). They can also check the content creator’s previous brand deals and how well it did on the platform.

If marketers want to generate brand awareness then they can focus on influencers with a large audience while if they want to produce sales they can sponsor a niche content creator who is more aligned to a target demographic.

Advertise and Promote your brands/products/content on TikTok:

Since most brand owners and marketers want visibility from social media, TikTok is an excellent marketing platform as its content lives on your feed forever which can be used to bait people from wanting more from you and eventually persuade them to your YouTube channel.

Here is an example of Mercedes Benz using TikTok Ads to create engaging content that builds lasting impressions:

TikTok Marketing By Mercedes Benz - an example on MB post- Source: Jungletop

Image Source: Jungletop

Marketers can collaborate with other brands to promote each other’s products and services. Co-branding partnerships have proven to allow marketers to transform their brand’s overall image as well as alter the volume of traffic altogether.

Some very popular and successful collaborations include GoPro and Red Bull, Spotify and Starbucks, and Nike and Apple among various others. If you are looking to check out good examples of TikTok marketing brand channels for inspiration – these are good places to start! Companies or single brands can find brand takeover advertisements to be particularly helpful in promoting their products and services wherein pictures, videos and other forms of media can be used to direct users to the brand’s website link.

Some types of ad formats that can work on TikTok that marketers should consider include:

  • In-app commerce (for those that sell online)
  • In-video ads
  • Branded takeover (branded content comes up as soon as they open the app)
  • Sponsored Hashtags

There are a ton of advertising possibilities and I am sure more will be rolled out as this platform becomes more mainstream.

Related: Pay Per Click Management Services

Related: Social Media Marketing Services

Showcase original content to stand out and connect organically:

Among various successful marketing techniques, the Hashtag challenge has proven to be very useful for brand owners and companies in showcasing their brand’s outlook. These challenges spread the brand’s cause effectively and henceforth gather new audiences. They also allow business leaders to have organic engagements with content creators and viral bloggers who have a far greater outreach and can achieve the desired results.

Marketers can resort to more spontaneous behind-the-scenes which can give their audience a better look at the brand’s voice and personality. Embracing viral trends has proven particularly helpful for most marketers in promoting their brand on TikTok. 

Post or content characteristics that have worked well on this platform include:

  • Authentic (behind the scenes, faces behind the name, etc.)
  • Creativity (anything clever or good filmmaking will stand out and gain natural organic reach given the volume that is uploaded daily)
  • Entertainment (that is the currency on TikTok, if you can keep them entertained, you have built a lasting impression that can truly build on).

Wrapping Up

All in all, we can thank TikTok’s deeply responsive algorithm in detecting a user’s behaviour and pattern. Hopefully, this small guide will help you with getting your TikTok marketing started. This platform can be extremely advantageous for numerous brand owners in promoting their company’s profile and personality!

Reach out if you need help at info@webworxlabs.com, comment below or get in touch via our contact us page.

5 Must-Have Attributes For A Killer Social Media Post

5 Must-Have Attributes For A Killer Social Media Post

5 Must-Have Attributes For A Killer Social Media Post

Social media has an immense impact on businesses. It has revolutionized how we interact and carry out our day-to-day lives.

Social media is powerful, it’s everywhere, and it’s unavoidable. 

Whether you’re an established brand or a startup, social media plays a vital role in your marketing. That’s why having the fundamentals right for a post on social media platforms is imperative.

There are more than 3 billion people who use social media. This means you can reach a wide base of consumers on your social media platforms using well-curated posts.

And for your business to benefit, you need to invest a lot of money, time, and effort. A great post on various platforms will tell about your brand and personality.

So, what will a good post do to your business?

Benefits of a Perfect Social Media Post for Your Business

·      Higher SERP Rankings

Posting more on social media platforms will earn you a following and make you trend. And remember, your post should be relevant, enticing, and engaging.

Let the target customers, existing customers, vendors, and other business stakeholders get hooked and stay connected with your brand.

Besides, trending on social media will have an impact on Search Engine Result Page rankings. This is how you can build positive impressions, stand out and get more engagement.

 

Image: Google Search Results showing for Starbucks With Their Social Media before organic listings

·      Increased Brand Visibility and Awareness

When you post on social media, your target audience and customers see more of your brand and enhance your brand awareness.

And the best part is that it’s a cost-effective and effective marketing strategy.

·      Build Brand Loyalty

This is a powerful marketing component, but it can be challenging to attain. It can be an overwhelming task, considering the stiff competition. It will take a lot of time to achieve the desired results.

But it’s not impossible. Well-curated social media posts can speed up the process. The brand loyalists will boost sales as well as promoting your brand on various social media feeds.

·      Build Goodwill and Credibility

Great posting gives your customer a better understating f your rand and how you function. Customers have a chance to scrutinize your brand and determine if your business culture and practices resonate with our vision, motto, and mission.

Potential clients want to get associated with a reliable brand that operates ethically. Posting on social media platforms helps you reach out to customers and show them the kind of a brand you are.

These are but a few benefits that you can leap by posting on the social media platform.

But what will make customers get hooked to your posts? How should a post look like?

These below tips give you a good outline of designing and publishing a social media post that is sure to create new levels of engagement – so read on!

The Must-Have Anatomy of a Social Media Post Design

We dissected and analyzed hundreds of social posts. We also searched high and low, from fan page to fan page, and industry to industry, for the mystic to viral post. The truth is, creating a viral social media post can be seamless if you know what’s needed.

Let’s examine the anatomy of a perfect social media post.

1.  Headline

The headline is the first and perhaps the last impression you give to your customers. Many people neglect this segment, but it should be your priority in content creation. A poorly written H1 tag can drive the audience away in droves, rendering your work useless.

If the headline does not sell your story, then your social media posts will go unread.

What a waste!

That’s why investing in a good headline is imperative. It captures the topic of your post and helps in SERP rankings.

A catchy headline boosts your CTR and starts interaction with readers on a positive note.

So what makes an impeccable headline that people click?

  • Make it short and sweet – The headline should be short but catchy. The ideal length is 6 words or 66 characters. People have short attention spans. Therefore, be creative but informative.
  • Make it Conversational – Readers what to feel engaged. The post should talk to them. Create a real-like conversation by including “you” and “your” in the headline.
  • Negative Wordings– Don’t get it wrong! It’s not about being harsh. You only use simple words such as “stop,” “not,” “without,” and “no.”. These words create more sharing.
  • Use Numbers – Including numbers make people have a notion that steps are easy to follow. And use digits instead of words to enhance sharing. For instance, “7” instead of “seven.”
  • Make Use of Adjectives – Adjectives make the headline catchy and engage readers more than flat, mundane language. Make use of words like essential, absolute, effortless, painstaking, strange, to mention a few.

1.   Images

“A picture is worth 1,000 words.”

The saying still rings true!

Photography helps you get more engagement than text-based updates, or links.

Videos get even more engagement.  So if you can make your static photogenic post into a video – we highly recommend it.

But having a great photograph to tell your story within minimal graphics is a must have.

Here is an example of a simple, but crips photograph with minimal branding telling a story:

Image Source: Fully Promoted Canada – A Partner we helped with Social Media

How simple and powerful is the above design?  It tells a story, people look at it and are quickly able to understand and relate to the message.

According to MDG data, images on Facebook get 352% more engagements than links.  The 2018 Adobe survey shows that 16% of users find it annoying when a post or content has no image.   

Humans are naturally wired to value images. Users will only remember 10% of the information, but a picture improves recall to a whopping 65%.

Consumers think favorably of a post that emphasizes on photos over text.

As mentioned, good photography placement and choices can do the heavy lifting and tell a story in a relatively little space.

You might not be able to get all the pictures and images in-house. However,  put some effort into making your post imagery and appealing. Some sites such as Unsplash, Pexels, and Flickr are the best for image search.

Alternatively, if you need professional photography services – do check out our Photography solutions for brands.

Use different photos to fit the mood of the day. It will make your content outstand from other posts. Use crystal clear photos with bright and alluring colors.

Related: Corporate Photography Services at Web Worx Labs

Related: Social Media Marketing Services at Web Worx Labs

2.  Caption

A caption is a copy or text-based content of the designed post you will be publishing on your social media handles.  Different social platforms allow for different character limits, but our suggestion is to keep it short and sweet – just like the headline.

Ultimately, you can always have a simple caption-based post without the design, photography or videography, or other types of posts, but we find these to be limiting in engagement for most brands.  The one platform they are likely to get the most reach and engagement is Twitter given its character limit and its origins of sharing opinions or thoughts based on simple text-based posts.

Brands that have used copy-based or simple captions to create engaging post include Netflix, McDonald’s, and Dennys.

Here is a simple but effective post that got a decent amount of engagement on social for the Denny’s brand on Twitter:

Simple, but powerful posts create lasting impressions.  This post got 901 likes because it is funny and relatable!

The caption should capture the mood or the sentiment of the times, the message it needs to convey, and provide a call to action to help the customer go to their next step in their journey.  The next step can be to ask for a like, answer a question, go to a link or anything in between.

We found Sunkist social media captions truly engaging and worth checking out if you are looking for inspiration for your content calendar on social media.  We find the social content writing team at Sunkist truly hilarious, catchy and engaging.  See example below:

Image Source: Sunkist Facebook

3.   Hashtags

Hashtags are an effective way to boost the reach of your posts. But don’t add too many hashtags, as they’ll make your content look spammy. It can also make engagement drastically drop.

A hashtag expands your reach on the social media platform beyond those who follow you.

Hashtags on Twitter will likely double your engagements. However, limit them to 2 because anything beyond that will lead to a drop of 17% in engagement.

A great resource we use to quickly get trending hashtags related to a topic is BestHashtags.com

Image Source: A Query on “Gloves on the website: Best Hashtags

Hashtags don’t seem to work great on Facebook. Therefore, use them sparingly on this social media platform. And when you use them, ensure they’re not more than two per post.

Unlike Twitter and Facebook, you don’t need to limit yourself with hashtagging on Instagram. in fact, Instagram interactions increase with the increase of hashtags.

4.   Timing

You took your time to craft a catchy post with the right hashtag, and now it’s time to post. If you don’t want your work to go down the drain, ensure you get the right timing.

The time factor is an important algorithm. It decides what content ends up on a reader’s news feed. Older posts are less likely to be seen.

Different social media platforms have different timing.

Authenticity is essential to have good engagement with the Facebook algorithm. This means you must know when to reach your readers. Thursday and Friday are typically the best days to post on Facebook.

On these two days, people are less likely to want to be at work, so they spend more time on Facebook. And the best time to post content is early afternoon. The worst days to post on Facebook are Saturdays and Sundays.

Instagram is the second best platform after Facebook. It has about 1 billion people, and it’s a platform for a younger generation. The most consistent engagement happens from Monday through Friday.

9 a.m. to around 4 p.m. are the peak hours on Instagram, while engagements become lower after 9 p.m. and before 6 a.m.

The visual-first nature of Instagram has proven to be an effective fit for selling products and services.

Closing Thoughts

Undoubtedly, social media is a vital marketing tool. It has a wide customer base, easy to use, and effective. But its efficiency will solely depend on the kind of posts you make. Once you understand the anatomy of clicky social media posts, it becomes seamless to replicate success.

Unleash your creativity, get your timing right, craft perfect imagery, and research on hashtags. You’ll soon see the increased engagement that your brand deserves!

Thoughts? Comments or Questions. Reach out below or email us at info@webworxlabs.com

How to Optimize Facebook Business Page

How to Optimize Facebook Business Page

How to Optimize Facebook Business Page

Facebook Continues To Grow (Despite The Scandals)

Of late people are claiming it’s becoming harder to get tons of likes on Facebook.

For businesses especially, it has become a “pay to play game”. That is you advertise, then you get exposure.

Some think it’s unnecessary to even open a Facebook business page.

Aside from the fact that there is a lot of bad Facebook publicity out there for Facebook with their privacy and data handling approach – the fact is – Facebook remains the biggest social media channel today. It has surpassed users, revenues, bottom lines even with all these controversies.

I am not a huge Facebook user, but I still respect its capability to deliver and drive growth for us and our partners.

Facebook is the most famous social medial platform. Think about reaching billions of potential clients. The platform has 2.7 billion users! This is the number of people who log in at least once a month.

With such numbers, a Facebook business page becomes a good way to get exposure, new business, and visibility for your brand.

More so, it’s hands-down the reliable way to reach people in the community, let alone the world.

Okay, that is enough praise for Facebook and we hope you can see why it is still a viable marketing engine for many brands today.

Optimize Facebook Business Page To Get Ahead

The best part for opening a Facebook page and still get business exposure, build a community (apart from spending your time and expertise) – the cost is $0.

Meaning you won’t incur marketing expenses until when you decide to pay for ads to boost posts or use their ads manager.

With a well-optimized Facebook business page, you can expect decent exposure and visibility. Facebook presence should also align with business objectives and mission. It’s also crucial to stay updated on new features and products of pages.

Besides, having a Facebook business page has become a point of entry now for most brands (not a point of differentiation). It is like having a business card in the old days. People have websites now, a Facebook page, and a couple of other social media channels. Many small businesses do not even have a website but have a Facebook page.

So the question becomes, how do you ensure your Facebook works for you?

We help answer this question by getting into choosing the right name for the page, provide tips to embellish and stand out with a killer about us section, help find the right category type to be the best fit for your Facebook business page and then finally we talk about SEO within Facebook with keyword placements.

These tips should help you get more visibility on this huge social network.

So let’s get into it. Here are some tips to optimize your Facebook Page.

Pick the Right Name

Choosing the right name for your Facebook business page might take a toll on you, Creating a business page is different from a fan page.

First, ensure you keep it simple. This is not the place to play with ambiguous words. Stick to the business name without adding additional unnecessary confusion.

Come up with something people will remember and search easily if your brand name is already taken. The name should be easily understood as associated with your company or product brand you want to create the page for.

Again with branding, it is important to maintain consistency to ensure you reinforce your brand message across every touchpoint in the same way – thereby really building deep and lasting impressions in the minds of your audience.

Additionally, the name should be short. Avoid stuffing the page to ensure it doesn’t appear spammy. A shorter name will also look better in an ad.

When completing your profile – take your time to get the URL link as close to your business name as well.

Beef Up Your “About” Section

Your ABOUT section is the doorway to your brand. Creating concise, creative, and clear bios on social media platforms is indispensable, and Facebook is no exception. The ABOUT section os often overlooked, not knowing that it plays a crucial role.

Use the right category selection to ensure you get the right exposure for your audience.

Image source: Dummies.com (What, it was a good article!)

Picking the right page will help you to get in front of your audience the right way.

Local Business or Place

If you have a local address and want to participate locally and people can come to your office, store, or place of business, then go with the “Local Business or Place” option.

Also, Not For Profit fits in this section as well if they have a local walk-in and address in their operation. You would think that they fit in the “Causes or Communities” section, but Facebook treats it as an organization.

So, when going with this option as a non-profit-based organization, select Not-For-Profit as the sub-category in this option.

Company, Organization or Institution

Not open to the public? Have many stores but do not want to create a separate Facebook place for each of them?

Then this may be a better option for your business.

Brand or Product

If you are in the business of selling merchandise or products, then this is the page you want to ensure you have.

There are a ton of other subcategories offered within this category, so choose wisely. Find the exact or closest match.

Now with Facebook launching Facebook Shops in 2020 – this is a good option to be a brand and or product-based business that sells merchandise online. Facebook is making it very easy to conduct transactions and sell online for small businesses. Many small businesses do not even need a website anymore to open an e-commerce store – they just take advantage of this shop feature within the platform! (Facebook encroaching in Shopify’s territory with this move 🤔)

Artist, Band or Public Figure

Are you popular? Are you an artist? How about a politician? Yup – any public figure or band who wants to create a way to connect with their audience on Facebook can now do that the optimal way with this approach.

Here is an example of Red Hot Chilli Pepper’s Facebook Page:

Here is Jay-Z’s Facebook page:

Again – the rich and famous – this is your safe bet!

Entertainment Category

This is for the budding YouTubers, magazines, podcasts, and TV Shows.

Here is Stephen Colbert’s Facebook page (notice the TV Show in the page description):

Causes & Communities

Facebook has gone gung-ho on groups and communities now (that is how they are building a new user base even as other social channels are plateauing). Read more about this strategy for Facebook to grow its user base here with India being the biggest growth market for them in 2020. (good read by Social Media Today)

The Killer Captions & Bios

When visitors come to your Facebook business page, what do you want them to conclude about your brand? This section gives the overall quality, understanding, and appearance of the page. It gives vital information about the brand, product, and services

There are some common mistakes entrepreneurs make when updating the ABOUT section, including:

  • Long summaries- No one wants to spend more than a minute reading those long sentences.
  • Failure to include a link to the website.
  • No clear explanation about the brand.

If the page is categorized as a local business (associated with a physical location), you need to include the telephone number, hours of operation, and of course, the address.

Here is an example of local businesses showing up on search result pages on Facebook because they have updated and local verified address on your Facebook Business Pages:

If I am a pet owner (which I am not – yet 😊) and a heavy Facebook user, I will look for solutions here. Pet Valu is using the Facebook business page set up correctly to maximize its exposure.

Take some time you can create a short, precise bio and a link to the website.

Some brands get creative and use the pages for calls to action, vital information, or special offers.

Enhance Your Profile

We all randomly follow profiles we like on Facebook. Good and beefed-up profiles attract likes from Facebook users. They show their appreciation to the profile by following and liking the page instantly.

When it comes to a Facebook business page, avoid using your profile. The picture should resonate with the brand idea. The picture should scale well visually.

If you want to make your presence felt on this social network, the business page needs to be attractive, which translates to likeability and more fans. Fans consume your content with ease and share the content pretty fast – especially if it is engaging and the brand resonates with the target audience.

Plus, a branded page looks professionals, which will amplify the benefits of being on this social platform.

Start by creating a big, beautiful cover photo. The picture should be crystal clear, concise and depicts professionalism.

Include some text to tell potential clients more about your brand. Facebook’s guidelines offer a comprehensive guide. You may use a bold yet simple cover with a matching logo profile. Don’t forget to bring up links and poll.

So, what should be in your images, photos, and videos? Your clients want to see the human side of your brand. Hence, photos for employees or customers will do the magic. Take advantage of memes that everyone will recognize. If you host events, take lots of pictures and create a stunning album for your page.

Facebook SEO: Use The Right Keywords

We talk about great lengths in our article published earlier this about the use of SEO and Social media and how they are integrating over time.

Must Read: 3 Proven Methods SEO And Social Media Integrate To Drive Brand Visibility (With Succesful Examples)

Rightfully placing your target keywords in your profile will help it get discovered when people use the Facebook search feature to look for solutions to any of their problems.

Here is an example of a pet store using the keywords in their profile to show up in my search when I type in: “Pet Toys”

(I really have pets on my mind as I write this blog today 😉)

I see image descriptions with photography right off the top. But I also see a business with Pet Toys in their names and descriptions.

People search for pet toys on Facebook and a ton of other things when they are casually browsing.

In fact, according to Facebook itself – from the research it did, using surveys of 10,340 people across 18 countries found that two-thirds of Facebook users visit local business pages weekly!

Image Source: Facebook Business Page

Why not take advantage of this opportunity to get discovered and gain extra visibility for your brand by strategy placing keywords in the following areas:

  • Name (if the keyword is in your name -otherwise I would avoid it)
  • In descriptions
  • In your hashtags, if you use them in your post
  • In your captions
  • In your about us section
  • In your call to actions

Wrapping Up

As you can tell, there are a lot of factors to consider even when creating and optimizing your Facebook page.

Facebook wants to increase its user base and thereby increase its ad revenue potential (from $20.7 billion in 2020 to new highs in 2021 and beyond).

Hopefully, the above is useful for your brand, product, band, institution or company.

The best part is that if you get it wrong and are not seeing results, you can always change it and try it again (as Facebook wants you to stay and they make it easy to change).

If you need help with any of this and want our social experts at Web Worx Labs to guide you through any of it, reach out and we would be happy to help.

Happy Facebooking!

How To Use Quora For Marketing – Ultimate Guide

How To Use Quora For Marketing – Ultimate Guide

How To Use Quora For Marketing – Ultimate Guide

Why Quora In 2021 – Statistics

Quora & Reddit are powerful Question & Answer platforms that allow people to answer and ask questions in any specific niche around the world.

Compared to other social media channels – Quora is had on average 300 million active users as of early 2021.

It is one of the most trusted platforms

for knowledge seekers. From celebrities to famous politicians all help answer questions.

Source: Statista

Your Brand On Quora; The Killer Profile

Killer profiles matter at Quora. You showcase your expertise and talk about yourself in ideally 50 words or less. Make sure to include your thought leadership on your brand’s website, whether that is your company or personal blog or website.

Besides after you build trust with showcasing thought leadership and answering questions for knowledge-hungry professionals, they are sure to check out what your business is about. That is when you have earned the right to ask them to check out your page without being too “salesy”!

Here is an example of the killer profile on Quora:

Source: Quora.com

Another great example is Elan Ledoux (personal & professional approach):

Source: https://www.quora.com/profile/Elena-Ledoux

Both of these profiles are professional, pack a ton of details, interest and background to entice the person to really get to know them. Quora allows for this and brands or business leaders can and should take advantage of this feature to really make themselves personable, human and share their story in their unique way!

Things to avoid in your Quora profile:

All in one paragraph:

A giant paragraph not broken up will hurt the eyes and deter people from reading it as you are not making it easier for them

Mistakes & Grammar Issues:

I can’t believe I am saying this – but check your grammar. With many free tools out there, you will be surprised that even in today’s day and age, people are still having profiles with basic typos, and grammar mistakes.

Your whole life story

Talk about experiences you want your brand to be associated with.

Talking about getting an A+ on your biology research paper when you were 14 (30 years ago) may not be the ideal thing to mention here 😊.

So choose your words, links, spacing & descriptions wisely. This is what will be your brand that is associated with your company’s brand.

Finding YOUR Niche

This is where it becomes really interesting.

You may feel that your brand is the talk of the town or your product or service solution is something that everyone is raving about (well that may actually be the case, but still let’s not go in with that assumption, unless you can validate it), you may want to find out what answers people are actively seeking.

What does your solution cater to? What values or questions your brand helps with and how you can share those values by answering questions and build a connection and a trust factor.

So from the examples shared above, Elena Ledoux is a mother, a lawyer and an entrepreneur or two projects or brands.

She answers questions related to her experience, very frequently.

She talks about life, answers legal support questions, parenting, success stories and more.

She does not only answer business-related questions or questions directly logical in nature.

In addition, she chooses to answer more broader, general questions on the “how-to” or answers associated with inspiration.

What can really help you determine where the interest levels are associated with your profile, expertise or brand offering:

Sign up for ads. Here we are not walking you through Ad tips for Quora (that is in the section below) but helping you find the right queries or questions that you can answer that are closely related to your expertise and have sufficient demand and search volume.

So when you are answering questions that are high in demand, you are getting the exposure your brand needs!

Setting Up Ads Manager Profile

To sign up for Quora Ads – follow these steps:

  1. Login to Quora
  2. In your profile (top right) – click “Create Ad” from menu

  1. Complete the business profile

The below pop-up appears:

Enter the rest of your billing & business information as per above (we did ours for Web Worx Labs to show you a sample) and hit “Start Advertising”.

Then walk through the ad set up and get to this page:

Starting Your Campaign

Type in search topics that are closely and generally associated with what you want to talk about.

Now you will be asked to validate your email and identity. A verification email will be sent to you and once you have that, you are all set to start using the Quora Ads Manager.

On the top left – select the “New Campaign” Button.

Give Your Campaign A Name (any name given you will not be actually running the campaign) and enter a nominal budget amount.

We recommend choosing “Traffic” as a campaign goal to get

Enter Your Ad Set Name & Update Market Level Targeting

Give your ad set a name (again not important in this scenario given we are looking for trending and high search volume topics).

Pro Tip: when narrowing down your markets, keep it at least at the country level. Unless you are really focused on a narrow market, you want your brand to get exposure as much as possible, so cast a wide net!

& Start searching. Find questions related to your industry, topics or experience. Our recommendation is to go for ones that have at least 1 million impressions on a weekly basis to get an idea of top trending and high-demand items.

Other Ways To Find Interesting Topics On Quora:

For finding high-volume keywords related to your niche, we recommend using tools such as Ahrefs, SEMRush or UberSuggest. These tools provide estimates, and these estimates can vary from tool to tool. So a word of caution here – there is no tool other than Google’s own keyword planner or search console that we recommend to get reliable monthly search volume estimates. In addition, we have paid subscriptions or have had paid subscriptions to these and many other types of SEO Tools.

Or better yet, use Search Console to really determine what you are ranking for and the true impressions for your topic.

Use Google With Your Keyword or Question.

If Quora shows up in the search results for your keyword or question that has a decent search volume, then you know your answer will be getting some visibility if your website won’t or can’t rank on the first page.

You write a well-thought-out, detailed answer (as that is what Quora is about), and over time, as you get more upvotes, your answer will show up on the Google search results page.

Now you are ranking on Google without doing SEO on your own site! How awesome is that?

Related: Learn The Basics of SEO & How You Can Do It Yourself

Related: Our SEO Services

Don’t Sell (Too Much)

We do not recommend that you have links with every answer that you put on Quora back to your site or channel or feed.

Only place it where and when it makes sense and it will actually help people learn the answer to the question even better like showing a great example or providing additional resources.

Saying things like “read the rest” in my blog or YouTube Channel or Instagram does not build trust and people on Quora do not want to be sold to.

They want answers to their troubling questions or want confusions alleviated. So, work to help not sell.

Besides, your profile is already a great source for links that people will go to once they build trust in your relationship. Showcase your other work and projects or business there, not in the middle of the section.

Marketing Manager Tips & Tactics

Start Answering

Like any other social media tool, you have to have the goal to engage vs. sell to really get a good exposure.

Quora is a question-and-answer website – and nothing will give you more exposure than working on answers to questions that you are deeply knowledgeable and passionate about.

Ask Questions

We recommend that you ask questions once you have built a profile and some followings. However, you can do it in the early days if the question is interesting or in-demand enough.

Be warned, you may ask a question, but may not receive answer because people may not be vested in answering a question that does not have high demand. So do your research and ask questions that will allow others to gain from answering at the same time.

Like anything else, it is a give or takes relationship.

Keep the content flowing.

You can engage with others and find prospective buyers or customers or influencers you want to build a relationship with to answer questions you have.

Repurpose Content

Have you written about a particular topic or done a recent webinar on your expertise or brand offering.

Well, re-use that content to answer questions and share the same insights for your audience that is more active on Quora than other platforms.

The more you share your expertise in your niche across different platforms in different ways, the more opportunities your brand gets exposed to and isn’t what all this effort is about?

Here is an example of a powerful way to answer a question (use graphics, designs and research to build trust):

Elena has over 16K views in 3 months and has been upvoted 32 times.

How cool is that graphic? It entices and helps you gravitate towards it with the beautiful colour display.

Detailed answers using existing content builds trust and gives your brand exposure. Talkwalker received 16K impressions because of this well-written answer.

This answer does link back to their site, but I feel that they have earned it with their great answer and awesome graphic.

This answer would also be a great contender to be used as an ad to show up on people’s feed who show interest in their solution given the design the way it was answered.

Make A Connection or 1,000

Like any other platform, there are people who have invested heavily in this social platform vs. others. There are people who have a deep audience and following because of the content that they have shared on the platform. These influencers are key for your brand or answers to get exposure.

To reach out to them, like any other networking platform, follow the above tips and tactics we have outlined earlier and then only reach out to them once you have had a following.

These influencers have a standard that they must maintain when they showcase their trust in others to have others continue to follow and trust them in return.

Help make it easier for them by first building your audience, showcasing deep thought leadership, expertise and following before looking to connect.

One of the few ways you can get on their radar is using the following tactics:

  • Answer questions that they frequently also answer if it is related to your brand as well
  • Answer questions that they ask in a deep and meaningful manner
  • Reference & link your answers to their answers to give a shoutout for a great answer that they have done in the past

Once and a few of these tactics are done, then ask a question and invite them to answer. You could do it before, but it may come across as less “earned” than if you follow the above steps first.

Check out the answer for yourself here.

Advertising

Building reach & influence on Quora Ads is easy to do with their Ads Manager. Promote your answers and get the exposure your brand needs with various targeting options on Quora.

Quora has been evolving their ads solutions by providing options for targeting.

You can now target by:

  • Contextual Targeting: showing your ads to specific topics, keywords or questions
  • Audience Targeting: Upload your contact list and target people that look like your existing customers (pretty powerful stuff)
  • Behavioural Targeting: Retargeting and shows based on interest is possible with this option
  • Broad level targeting: Great way to reach impressions and broad general awareness type campaigns can be executed with this option

Source: Quora Ads Manager – Targeting Options

Quora advertising also allows for the pixel that is needed for retargeting (just the same way as Facebook allows for a pixel for tracking visitors, events and goals).

A lot more options for advertising can be explored once you sign into the Ads Manager.

Related: Our Pay Per Click Ad Management Services

Business Profiles On Quora

Business profiles as of early 2021 are still in beta mode.

There is a review and approval process for business profiles can be created. Everything from logo and branding needs to be submitted for Quora before you can create a business page on Quora.

You cannot write reviews as a business until your profile is approved. The approval process takes 1 to 2 business days between Monday to Friday during business hours in the United States.

There are a whole host of restrictions and limitations that come with the business profile such as:

  • You cannot create Quora Ads with a business profile (for ads, you must use an individual profile)
  • They can only be created on desktop or laptop devices (not mobile or tablets)

You can learn about the whole host of specific requirements on the Business Profile Set Up With & Its Beta Mode here.

You can also read about business profiles frequently asked questions on their FAQ Section

Write Blogs Right on Quora

Like LinkedIn, Medium or other social platforms that allow for blog publications, Quora has a natural fit in the right blogs.

Blogs are there to showcase your interest, trust, passion and thought leadership at the same time. The more you can do that in a form of a blog, the more views you can get with blogs.

Join A Space On Quora

Spaces are alike communities on Facebook or Groups on LinkedIn.

They allow for communities to form based on shared interests. Lots of questions and answers are provided in spaces. Ads are placed here that are very contextually relevant and at the same time a great way for brands to connect with their enthusiast and early adaptors.

You can find recommended spaces from your browsing history that Quora will recommended here:

www.quora.com/spaces

Cross-Promote Your Quora Answers On Other Social Channels

At Web Worx Labs, we do this a lot. Whenever we write a great piece of content that required a significant investment in time, we make sure to promote it on social media.

This is true when we post a blog on LinkedIn directly or even Quora directly. There is no harm in directing your fans and followers who can benefit from your blogs on another channel as long as it will help them.

And that is the goal with cross-promotion, you are looking to share insights and value that you believe your target audience can and will benefit from.

Find New Innovations & Products In Your Offering

Quora is a great place to explore people’s frustrations or gauge demand for solutions based on the question and answer that is being asked in the platform.

Like Reddit, people ask questions or showcase frustration to their problems based on their immediate need for resolutions or feed their curiosity.

Grow Your Business Exposure With Quora

Whether you are an e-commerce store or a complex business offering advanced engineering solutions – there is an audience for you to introduce your brand to on Quora.

Writing detailed answers that showcase expertise, trust and confidence will allow you to build instant credibility in your industry.

Finding areas that are high in demand that you provide answers to will then also give you instant exposure that you deserve.

Use the tips and tactics we laid out for you above to target the 300 Million users and craft out your niche on Quora Today.

Need Help – Reach Out

Need help with Quora Ads or creating an optimized profile that really helps you stand out?

Our digital marketing experts can help!

We will work with you to set up the Pixel, profile or anything in between for Quora.

Get in touch with us here.

Creating Buyer Personas – Detailed Guide

Creating Buyer Personas – Detailed Guide

Creating Buyer Personas – Detailed Guide

If you have been in the marketing world, you may have heard the term “buyer persona.”

The term is tossed out casually, such that you’d think everyone understands it.

In this article, we get into the nuts and bolts of creating buyer personas the right way. 

With digital marketing, you can easily target and segment potential clients. Gone are the days when entrepreneurs had to erect billboards hoping to reach the audience.

Fortunately, we are in an era where you can narrow down your audience to the type of people you want only by location, gent, interests, age, and behaviours.

For instance, Facebook is tailored to enable you to find the audience. If you want ladies aged between 25-30 who live in California, love skiing, drive an SUV, and binge-watching movies, you’ll be able to target that audience based on the data Facebook collects from its users for using its app.

For marketers, who are helping sales in getting the message out in front of the right audience, this makes it an appealing mechanism than what we had before big data and big tech!it will make it easy for you to serve them an ad.

These enhanced capabilities are sufficient. But how can you know the right people for your content? The two words will solve the puzzle: buyer personas. You can easily get lost tracking the latest engagement rates. Personas remind you to put the audiences’ needs and wants before yours.

This post dives deeper into making you understand buyer persona, how to create one, and its importance.

Related: Social Media Marketing

What is Buyer Persona?

The buyer persona is a fictional character who represents the characteristics of the best potential clients. Personas describe your ideal customers, the challenges they face, what they like, and how they make decisions.

Buyer personas can also be called marketing or customer personas. But whichever term you use, they all serve the same purpose. These personas enable businesses to empathize and understand with clients for better services.

When it comes to buyer personas, there are seven things we need to think about:

  • Background – It includes detailed information about their role in an organization, their personal life such as married or not, do they have kids? It also includes the time they have served their companies.
  • Demographics – This includes information such as gender, living situations, age, and household income.
  • Goals – It consists of primary and secondary goals that resonate with your offering or services. For instance, if you’re retailing accounting software, the primary persona goal should be simplifying the overall accounting process.
  • Objections- Why would these personas prefer not purchasing from your business?
  • Solution – As a company, you need to think deeply about personas’ challenges and goals and determine how your products and services can help them.

Example of Buyer Persona

C:\Users\use\Downloads\buyer persona 3.PNG

You can see the person resemble a live human. The information gathered creates a personification of this ideal client. The beauty of the persona is that it’s easier to sell than the theoretical idea

With this guide, you’ll find out how you can create a buyer persona for your business.

Creating Buyer Personas 

Buyer personas should integrate both internal and external research. Some businesses need to create several personas to represent various customers. However, you don’t have to create all at once. Start small and allow your persona to progress over time.

The best thing is to pick one target audience and tailor a persona based on what you know and enhance it with in-depth research. Start with a list of questions you can use to interview your team.

Conduct Thorough Research

The buyer persona should be based on real data and not instinct. Assumptions should never cross your mind when creating a buyer persona.

Note: Not everyone is your target audience (unless you’re Google).

You need to compile data on the existing clients and social media audience. Please start with the people who want to engage with your content and are ready to buy from you. Some crucial data you may want to pay attention to include:

  • Age: Here, you should focus on learning the generation or decade of life your audience is in. For instance, Generation Z is referred to as a smartphone generation. To them, everything needs to be visually attractive.
  • Language – Don’t assume your clients understand your language. More so, avoid assuming they speak a dominant language of the current location.
  • Location – You need to understand the time zones of your target audience. Get to know the geographical areas to enable you to deliver timely services. It also helps in scheduling appropriate time for social ads and posts. Good timing enhances visibility.
  • Interests– Do you know what your target audience likes? Which TV shows do they watch? What kind of businesses do they interact with? What are their hobbies?
  • Spending Patterns – What is the spending power and pattern of your target audience? What kind of purchases do they make? What are their preferences and financial concerns? Recent data from Ericsson suggest that, on average, users spend more than $21 per smartphone. Such data helps you segment the spending powers and patterns of your customers.
  • Challenges – What are the pain points your audience is dealing with? And what are the reasons clients object to buying your products and services?
  • Size of Business – This is particularly for B2B companies where they need to identify the businesses that interact and engage with them, whether enterprise-level or start-ups.

The customer data can also give you invaluable information needed to create a buyer persona. Start by learning where the audience spends most of their time online. With such information, creating a persona becomes a hassle-free task.

Tools such as HubSpot and Google Analytics are of great help.

Pinpoint Customer Pain Points

Every service rendered or product is designed to fulfill a particular need. For example, accounting software solves accounting issues and makes the process seamless.

However, only a few products hit among clients while the rest go unnoticed. A product’s success is attributed to factors such as marketing, cost, packaging, and so on. But a tremendous success of a product is in its ability to solve the pain points of customers.

So, what are the pain points?

These are the problems or hassles experienced by consumers. The brands take advantage of these gaps to do business. Types of pain points include:

  • Productivity and convenience
  • Shopping process
  • Financial

From low-quality products to high prices to post-sales experience or broken links, brands that alleviate pain points and offer stellar customer experiences remain competitive.

To identify the pain points:

Use the right Questions to Survey Customers.

Sometimes you might wonder why you don’t get a response from customers. You may also think the survey is the issue.

The questions you ask, play a vital role.

pain points

Here is a sample of the questionnaire, but the options are too blunt. With the above example, you won’t get quantitative insight. Structure the options to quantify days, weeks, or months.

Let Your Sales Team Talk

Most brands go wrong by only focusing on existing clients and forgetting the lost prospects. And remember, a lost deal means there is a pain point that has not been solved.

Find out why a customer or prospect is lost and figure out how you can win them back.

Go deep in your process to reflect back on where you felt the connection was lost.

This is where your sales team can contribute to the buyer persona development process as well. They should write down their observation and reaction after every pitch. The analysis should comprise questions like:

  • Which pain point did the prospect put forward?
  • Was the product as per the prospect’s expectation?
  • Why was the product turned down?
  • What are some changes that could make the prospect buy the product?

Online Reviews Are Crucial

Reading online reviews will give you instrumental information about customer pain points. Read what consumers are saying about your brand on social media. You can easily find what people like and dislike about your brand.

Reviews also give you an insight into competitors and what they do best. Use this information to figure out what could work for your business.

However, ensure the authenticity of reviews. Lack of proper verification results in false data.

Pay Attention to Your Competitors

We live in a competitive world. Check your messaging strategy and customer approach. Evaluate their websites on things like pricing, features, and FAQs.

Google their ads and marketing copies.

Evaluate Customer Goals

Customer goals are the opposite of pain points. Goals are positive things your customers want to achieve. The goals might be professional or personal, based on the products and services you market.

So, what’s the end game for your customers? What motivates them?

Customer goals should resonate with the solutions you offer, though not a must. They help you know the type of campaign to hold and marketing strategy.

Offer a Solution

Now that you understand your customers’ goals and their pain points, it’s time you come up with a viable solution. Ensure you find out how services can help solve their hassles.

The products might have features, but how can they benefit your target audience? Will customers have a great shopping experience?

Capture the information and add it to the buyer persona template.

Come Up with Buyer Personas

After gathering all the information, segment common characteristics to get the basis of your customer personas.

For example, you’ve identified a group of mothers in their mid-30s who live in Denver, drive Subaru, and like hiking. You’ll then take this collection of characteristics and create the personas you can easily identify with.

Name your buyer persona, give it a home, job title, occupation, identifiers, and other characteristics.

HubSpot has a great template to help you create buyer personas seamlessly.

How Your Team Should Use Buyer Persona

After creating your buyer persona, you have a clear understanding of your customer characteristics. You’ll know what they like and dislike, their favourite news sources, and online publications.

Once you create a buyer persona for your brand, ensure it doesn’t go to waste. And here is how your team can use personas.

Empathy Mapping

Brands need to understand the target audience better and accurately. This way, they can develop viable and effective solutions through various methods, and empathy mapping is one of them.

Empathy mapping is an effective business tool that complies assessment of feelings and perceptions of the target audience.

The team should use empathy mapping to identify customer thoughts, actions, and feelings. The method mainly focuses on empathy instead of data.

Documenting Exact Pain Points

Buyer personas make online marketing more effective and offer a long-term solution. Creating a persona takes detailed preparation, thought, and research. Since it’s based on facts, a company can use it to identify and document exact pain points.

You may find out that your clients are frustrated about poor services and the lack of support they need. It could be about the accuracy of information and timelines. With this information, you can improve your services and invest in high-quality and reliable customer messaging platforms.

Creating Multiple Personas for Different Product Offerings for Your Brand

With a complete buyer persona, you tend to fetch various information about product usage. Clients have different tastes and preferences. You’ll find all the necessary data to create multiple personas.

Remember, you need to tailor your products to suit customer needs and not the other way round.

More so, you’ll manage to expand your line of product and service delivery, leading to more revenue collection.

Demographics Info

Demographic data can provide more profound insights into the target audience.

Additionally, it’s used as a basis for business performance and analysis. It’s used for strategic targeting and is key in customer analytics.

Demographic data entails age, family status, nationality, gender, residence, income, and occupation.

Using demographic information on a buyer persona, the team can segment user groups for effective marketing or remarketing campaigns.

Psychographic Info

Psychographic information gives you more insight. With a buyer persona, the team can easily understand customers’ personality traits, interests, activities, and beliefs. You can also identify social class, income, buying powers and patterns, and more.

Segmentation is an important marketing strategy. It enables businesses to tailor content for particular groups based on interests, values, and preferences.

Benefits of Buyer personas for Your Brand

Buyer personas offer a myriad of benefits, including:

  1. Targeted Market – This is one of the significant benefits of creating buyer personas. You can easily segment your marketing campaigns for targeted, personalized content. Personalization leads to long-term relationships, enhanced services, and impressive results.
  2. Better Understanding – Creating a buyer persona gives you a better understanding of your customer needs. 90 percent of brands using personas develop a clear understanding of their customers. Knowing your buyers on a deeper level creates a better connection. You will have a better sense of their demographic info, shopping habits, likes, habits, and pain points.

When you understand clients, you give personalized attention and services. You’ll communicate in their language and distribute using their favourite channels.

  1. Better Partnership – Buyer personas are excellent tools for sales personnel. They give them an idea of whom to target and what to sell to each segment. The sales teams take note of consumer behaviour, and they can establish a good relationship with the said customers.
  2. Enhanced Efficacy – Every company hopes to have a successful marketing campaign. However, most end up with futile marketing plans since they cannot find the right target.

Missing the target can adversely affect the business by reducing revenue.

Fortunately, buyer personas have shaped the marketing world by making your efforts more efficient.

It gives you a clear focus on whom to target and when. Your campaigns become efficient with less waste of resources and increased sales. Personas save you time and money.

  1. Overcome Objections – When it comes to marketing, knowing the pain points of buyers is crucial. You’re able to know what they don’t like and why. It allows you to identify various barriers that make them object to your products and services.

You modify your content to suit their taste and preference. Your sales teams will also be prepared to handle customers better.

  1. Increased Revenue – Now that you’ve identified pain points and overcome customer objections, you can expect increased sales. Buyers feel appreciated when they get customized services. With this, the results will be boosted sales for more revenue.
  2. Identify Negative Personas – Directing your marketing to the wrong audience will hurt your business financially. It means you’ll carry out ineffective marketing campaigns by chasing down the wrong prospects.

Identifying negative personas enables you to know the potential audience. As a result, you spend your time and resources on the right target.

Wrapping Up

Creating a buyer persona can be unnerving, but this step-by-step guide will walk you through every stage. You’ll manage to create a customized buyer persona for enhanced efficiencies and sales.

Have thoughts to share – let us know how we can improve or update this article.  We would love your feedback.

Good luck in creating your personas!

Testimonial Videos – Ultimate Guide

Testimonial Videos – Ultimate Guide

Testimonial Videos – Ultimate Guide

Testimonial Videos – Ultimate Guide

Why Video?

What do you do when you want to purchase something you know little or nothing about? You head to the internet and try to find some information to help you make the best decision, don’t you? You aren’t alone; a recent survey by Spiegel Research Center shows that about 95% of online buyers read user reviews before making an online purchase.  

Alternatively, you can ask people with relevant experience around you to help you decide. In fact, there are high chances that you’ll trust the product’s reviews by the existing customers than what the seller says about it. 

According to a recent survey by Dimensional Research, positive online customer reviews influence the purchase decisions of about 90% of the respondents. The reviews are normally in the form of short texts or videos. 

However, a recent Social Science Research Network study shows that 65 percent of humans are visual learners. Therefore, it’s no surprise that video testimonials are more engaging and convincing as compared to text testimonials. 

Video Vs. Text Testimonial

You still want to keep text customer testimonials on your digital marketing channels for search engine optimization (SEO), lead generation and conversion? Well, there’s no problem with that. However, it’s crucial to ensure that you don’t miss out on the great opportunities that video testimonials have to offer. In fact, you need to consider having more video content than text as far as customer testimonials are concerned.

Why?

A brief video can say what you’d otherwise convey with hundreds of text pages. James L. McQuivey asserts that a one-minute video is worth 1.8 million words

Sorry, perhaps you’re wondering what’s a customer testimonial video or text. 

Well, a customer testimonial video is a review in the form of a video that features a customer who has interacted with your product/service or brand explaining his/her experiences with or opinions about it. 

A one-minute video is worth 1.8 million words

On the other hand, a customer testimonial text is a content written by your existing customer in reference to their experiences with your product, service or brand. 

If you visit review websites like Yelp, you’ll see lots of text testimonials. However, sometimes these reviews seem too vague to be considered authentic. Some are written by anonymous people. As such, people reading them might find them unreliable for the buying decision-making process.  

When it comes to customer testimonial videos, they appear more reliable because you can clearly see or even identify the person giving out the review. Some are people who are known by some of the target audience. The viewers can easily relate with such real-life customers and are highly likely to trust the information being passed. 

Customers tend to share the information valuable and trustworthy information. So, a video testimonial will promote the virality of the positive content of your brand better as compared to written customer reviews.

Besides, Syndacast’s statistics show that video content is the form of marketing content with the highest return on investment. So, if you’ve been wondering how you can boost your business’ ROI organically, then know that you can’t go wrong with customer testimonial videos

When to Ask

Hopefully, we are all in agreement that any serious marketer can’t afford to overlook the potential of testimonial videos. But do you request any Tom, Dick and Harry to help you with the content? Of course no. Actually, the request should be appropriately timed. 

So, when do you ask?

Imagine buying something from an online shop, and the next minute someone is calling or sending you an email, asking you to give them a video review on the product you purchased. You’d feel something is amiss, wouldn’t you? You’d wonder why the rush. Perhaps you’d start doubting the legitimacy of the brand or the product. 

So, from a seller’s perspective, you shouldn’t rush things in a way that would scare customers off. Although the basic requirement for a video testimonial candidate is that they should be your existing customer, consider the duration they’ve interacted with your business.

 The ideal candidates should have at least six months of positive experience with your business. The longer the duration, the higher the chances that these customers will be highly loyal to your business and readier to spread a good word about it. So, wait until a customer sticks around with your business and give positive feedback about it consistently for at least half a year before you request the video content from them. 

How to Ask Your Customers for Video Testimonial?

The way you approach your video testimonial prospects can make or break your mission. As such, it’s important that you don’t rush things no matter how soon or badly you want them to give video testimonials.

While sending text messages to the customer could be an option you’d want to explore, it’s not as professional as sending them emails. You might also consider calling them one by one. However, a customer might feel as if you’ve not given them enough space and time to analyze your proposal critically. 

The best way to ask your customers for video testimonials is via email. After receiving your email, the customers will understand what you want, and the reason behind your request, and will have enough time and space to think about it and make well-informed decisions. 

Now, you want to start crafting that email? Wait; there’s something else you need to know- the email message should be as detailed as possible, but to the point. 

First, appreciate them for their positive reviews of your product (s)or business. Then, tell them why you’d highly appreciate if they agree to give out video testimonials. Don’t forget to disclose to them that their video testimonials will be viewed by other people, should they consent. Additionally, it’s crucial for the email to highlight the recipient’s freedom to accept or decline the request. 

However, avoid writing the email in a manner that portrays bribery. Don’t offer an incentive in exchange of a customer testimonial. 

Below are two templates to give you a clearer picture of how to write an email for soliciting video testimonials from your customers: 

Email Template Example 1

“Hello (Insert the customer’s name),

We, (insert the name of your business), are truly grateful for the loyalty and support you’ve given us all that long. Rest assured that we are committed to making your experience with us even better. 

We have another humble request though- could you agree to help us with a video testimonial in the form of a short review of our business? With your permission, the video will be visible to the rest of our target customers and go a long way to supporting our existing and future marketing efforts.

 It is worth noting that this exercise is fully voluntary and we’ll make it as convenient for you as possible. We shall give further details about it after your response. 

We are looking forward to hearing from you soon.”

Email Template Example 2

“Dear (Insert the customer’s name),

We are thrilled about the positive feedback you’ve been giving about our performance. You’re a great part of us.

 As we continue to reach out to the rest of our target customers, we feel that a video of you talking about your experiences with our product could make our marketing strategies more engaging and convincing. We might incorporate the video into the rest of our marketing content, but at your discretion. Now, could you help us with the video? We’ll be over the moon if you say yes and give you further guidance on how to about it. 

You are free to respond to this email with any questions you might have regarding the request. 

We are looking forward to hearing from you soon.” 

User Generated Customer Testimonial

When engaging customers who are physically located far away from you, a one-on-one video shoot will not be feasible. Alternatively, you can ask them to simply to video-record themselves showcasing your product in use. However, after they’ve accepted your request, you need to find out if they have the necessary skills and devices and assist them where needed and possible. 

Ask On Social Media

Your social media platforms such as Facebook, LinkedIn, Instagram are fertile grounds for user-generated video testimonials. Make a post requesting your followers to share their most memorable experiences with your product or brand in a short video. Also, it’s advisable to ask them to highlight their reasons for choosing your business.  

Questions to Ask in Preparation for The Video Shoot 

As earlier mentioned, a customer testimonial video should be short, detailed and sweet. This means that a reviewer ought to highlight various aspects of your brand within a very short time, depending on their experiences with it. Therefore, it’s important to guide the reviewers on the areas to focus on while sharing their experiences.   

 Besides, the ideal testimonial videos shouldn’t be fabricated, lest you want your audience to develop trust issues with you. So, in as much as you’d want someone to speak highly of your business, make sure you’re not pushing them to lie. 

Essentially, you should guide the reviewers in an open-ended manner that gives them a chance to share their real stories in a structured way.

 On that note, here are some of the questions you can ask them to answer in their videos.

  1. What needs were you looking to address using our product or service? 

The answer that a customer will give to this question will help the rest of your audience realize the value that your product or service has to offer. If the need highlighted is something they can personally relate to, the video will definitely arouse their attention.

  1. What made you choose our products instead of other options?

This question guides the reviewer to disclose the things that make your brand or product stand out from your competitors’. Very Important!

  1. What do you love most about our business?

Ask the reviewer to reveal that particular thing that makes them happy about working with your company/business. It could be your exceptional core values, service delivery, or the fulfilling nature of your products.

  1. Would you recommend our business to other people? Why?

Some prospective buyers out there are looking for reasons for engaging your business. The candid recommendation that the reviewer gives will go a long way to boosting their trust toward the business.

  1. What’s your parting shot to a person who’s considering our products?

The response to this question has a personal touch. The reviewer is specifically addressing a person who’s about to purchase the product(s). It’s a hooking statement that will leave the prospects closer to responding to your call to action.

Each of the above questions is very important for an effective testimonial collection exercise. They seem quite simple to answer. Nevertheless, considering that not everyone is used to speaking in front of the camera, a customer might be so tensed that they might fail to respond to some as expected.

Considering that, you have to ensure that every reviewer is as confident and comfortable as possible while sharing out their experiences. One way of achieving that is sending over those questions to the respective customers a couple of days to the video shooting day. Such early notice will help them prepare and practice adequately before the D-day.  

How to Shoot the Best Testimonial Video

Confidence is one of the key factors for a highly converting video testimonial. The reviewer should not appear as if they aren’t sure about what they talking about.

Make sure that the customers are well prepared so that they don’t look as if they were coached. Do everything possible to make them calm and composed. 

Also, ensure that you slot the video shooting session at a time that’s convenient for both you (or the video shooting crew) and the customer. Otherwise, shooting in a hurry will compromise the visual quality of the video and/or its content. 

 Also, encourage the customer to be their usual selves. If they don’t like makeup, assure them that their natural appearance will be absolutely okay. Tell them they don’t have to wear official or expensive clothes for the video. When you meet, boost their confidence and esteem by complimenting their looks. 

Some people find their accents embarrassing, and this might make them shy away from public speaking. If you’re dealing with such a customer, help them appreciate themselves by assuring them that what matters most is their confidence in what they say. Additionally, let them know that you can edit out the necessary areas of concern in their video after the shoot.   

Don’t keep the camera fixed in front of the customer’s face like a gun during the interview- it can worsen their tension. Instead, keep it rolling to capture other areas of the surrounding environment. This will make the interview more comfortable for the customer, especially if they are camera-shy.  

A comfortable and confident customer will bring out the humanity aspect of the video through their giggles, facial expressions and gestures. 

Software & Tools to Use

There are a few basic tools and software that you need for a successful video shoot. They include:

Lighting

Without proper lighting, even the best camera will find it difficult to record a top-quality video. Sometimes, the natural light is all you need when it’s enough.

 But if the video shoot environment is not sufficiently lit, extra lighting becomes essential. You can use white light-reflecting surfaces to improve lighting in the area. Ideally, three-point lighting is recommended for professional videography. The lighting comprises a key light, a backlight as well as a fill light.

A point of caution though- don’t project too much light from the back of the customer to prevent shadowing or wash-out effects. 

Microphone 

The audio aspect has a significant impact on the effectiveness of a video clip. This tells you that you need to use a quality mic for the video shoot, otherwise you’ll end up producing a video that nobody will want to watch to the end.

Your camera’s microphone won’t produce the best audio quality. Consider buying a better stand-alone microphone, preferably, an XLR (External Line Return).  

Amazon.com: Audio-Technica AT2020 Cardioid Condenser Studio XLR Microphone,  Black, Ideal for Project/Home Studio Applications: Musical Instruments

An XLR microphone is the best for professional videography.  You can find their gallery here on amazon.com

Cameras 

A good camera comes in handy for the quality visual aspect of a video. Use at least a 480p camera. However, if you can afford it, a 4K camera is the best.  

A smartphone can also be an alternative to a camera, especially for user-generated videos. It’s not logical for a customer to buy a camera just because they want to give you a testimonial. Lots of modern smartphones can shoot high-quality videos, even 4K. 

Software

There are specific digital applications designed to make your video shoots as easy and quality as possible. IMovie, Windows Movie Maker and QuickTime are some of the options you can consider. When you install one on your smartphone, tablet, or computer, you’ll be able to shoot a fairly clear video and edit it effortlessly.  

Setting: Use Their Space Ideally 

 The ideal setting for the video shoot should be convenient for you and the customer. Also, you need to settle for a place with minimal visual and audio interruptions, otherwise, the distractions might water down the whole essence of the video. 

man holding camera during daytime

The ideal setting for the video shoot should be convenient for both of you

If the customer is comfortable with using their own space, the better. It might be a win-win situation for both of you. For instance, if the shooting is done within their business premises, it will be a good opportunity for them to promote their business, although in a small way. You can showcase their branding to make them heroes. 

This approach will build trust with your audience as well, especially if the customer’s business is reputable. 

Hire A Professional Videographer

The whole process of producing a high-quality video can be a daunting task, particularly when time or the relevant skills and tools are inadequate. But don’t worry if you are facing any of the challenges. Simply hire a professional videographer to take care of all that. 

In case you are wondering where to get a reliable and professional videographer, look no more; Web Worx Labs Video Services got you covered. Our services are top-notch and very pocket-friendly.

Best Editing Options

An ideal video testimonial has the following elements:

Intro 

The sole purpose of an intro is to capture the attention of the target audience. As such, the intro content should be interesting and brief (20 seconds at most). It ought to highlight your brand and showcase your customer in their environment. That’s not all-the intro should feature animation text overlay with the music that should make it clear what the video is all about, and who is talking.

There’s a wide variety of video editing tools that you can count on for a killer video intro. They include Wondershare Filmora9, Adobe Spark, Animaker, Renderforest, OFFEO and Panzoid. Wideo, LightMV and Flixpress are good options as well. It is worth noting that some of these tools are free while others come with a price. 

Outro

An outro is the conclusion part of a video and should be 5 to 10 seconds long. This is where the customer giving the testimonial will promote your call to action. For instance, they can recommend the viewers to visit your website, purchase your product, make a subscription, etc., depending on your objectives. 

Music overlay

The music overlay sets the video’s tone, which should be consistent with your brand’s tone. Additionally, the overlay ought to give a positive vibe, considering you’re dealing with a positive testimonial. You can get royalty-free music for your testimonial videos from reputable websites like PremiumBeatEpidemic SoundArtlist and Music Vine, among others.

Behind the scenes

Capturing behind the scenes in a video does not only portray your videography expertise but also gives the video a natural touch. They make the video more engaging. 

Post Production

After shooting the video, you need to edit it to cut out the fluff and other unnecessary/repetitive scenes to make it detailed but brief. Remember the ideal length of a testimonial video ranges from 60 to 90 seconds. So, edit it to that length. 

Show the Finished Product to the Client

Once you’re done with the final edits, it’ll be courteous for you to send over the polished draft to the featured customer before putting it in the public domain. The customer will feel appreciated and honoured. 

Promote The Video

The buck doesn’t stop at the video creation. Remember the whole idea is to let the rest of your target audience develop trust with your business after seeing some shout-outs from your existing customers. 

So, now that you have a top-quality video, the next thing is to promote it through your online marketing channels. However, ensure that you consider the specific digital marketing areas you need to focus on as far as your marketing plan is concerned while posting the video. On this note, consider the following options: 

Social media 

Do you know that social media users account for almost half of the emntire global population currently? This tells you that your content can reach a significant percentage of your audience through your business’ social media channels. 

Therefore, post the video on your business’s social media accounts including Facebook, Instagram, Twitter, Linkedin and TikTok. 

Advertising 

You can boost the video further through paid ads. The most popular ads that you can consider using include Google Ads and Facebook Ads 

YouTube

Does your business have a YouTube channel? That’s another place where you can upload the video for more audience reach. If you don’t have a YouTube channel, you can create one through a few simple steps

Publish On Your Site

There are some people who interact with your business’s content exclusively from the businesses’ website. These people might not see the video testimonial if you post it on your social media, or YouTube or even the commercial ads. Considering they are an integral part of your marketing effort too, you need to ensure that you place the video strategically for them. Publish it on the website. 

Need Help?

Hopefully, you’ve clearly understood why you need to incorporate customer video testimonials in your marketing plan and how to go about video production and promotion.  

In case you need any help with customer testimonial production, get in touch with us now and we’ll be glad to assist you. Reach out at info@webworxlabs.com or check our corporate photography and video production services page.

Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)

Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)

Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)

So you are wondering how to resonate with your prospects when your brand offers very technical or complex solutions?

Marketing strategies and approaches often differ across the board based on the nature of products and services or even industries.

To do marketing right requires careful observations, strategizing, and that is well through and planned with good research and expertise.

Technical, engineered or complex manufacturing products or solutions are especially different from a lot of other offerings in the world because they usually require a lot more education upfront, come with a high price tag and the actual implementation can take weeks if not months or years.

Customers always want to be sure that they are making the right decisions. The right combination of convincing marketing tactics and strategies should help consumers make well-informed, yet comfortable buying decisions.

Ultimately, the more informed and comfortable the customer, the better it is for your brand trust and loyalty and business growth over the long-term.

So in this blog, we dive deep into three strategies for marketing technical or complex engineering solutions.

Strategy 1: Market Your Solution With A Powerful Website That Engages & Educates

In this digital age and especially in this COVID-19 era, an enterprise should not be taking short-cuts when it comes to managing their online presence

Websites continue to reveal how useful they are in marketing several products and how effective they could be in sealing deals with customers.

You can use it as a way to add elements that enhance the customer experience for your prospects with your unique solutions.

A Website Should Be Robust
You must invest in a robust website if your business motive is to sell technical and complex product solutions. Robustness in this case does not represent how big your website is or how much you have spent on designing or developing one.

From a sales and marketing point of view, some of the things you have to perfect to keep your website robust as much as possible are to ensure simple and minimalist designs as well as web optimization for mobile.

The truth is that over 90% of daily internet users have access to the internet with their mobile devices. That is a very high penetration. People will access your website via mobile and if the experience is poor, you are telling your customers to bounce from your site and look for alternatives.

The Website Should Communicate Outcomes

Aside from perhaps a gallery of your technical products and other information about yourself, focus on the customer.

Customers are always curious to know how products work and what your customer will be able to achieve after they are using your products.

There is storytelling that has to be done the right way on websites.

You need to highlight your customers’ pain points, the solution in action (perhaps with a quick video), and then your happy customer state.

Having a well-documented FAQ section for your business on your website could solve the challenge when the emphasis is on the outcomes that your customer derive when using your solution.

Focus On Benefits In The Homepage

(& Features In the Subpages)

Sometimes buyers need assurance on why they should buy from your website. Whatever tactics you use, kindly have it at the back of your mind that the motive and purpose of doing this is to build trust with your brand when visiting your website to bring them down to the commercial intent or purchase phase of the buyer’s journey.

Having the above 3 goals when using your website as a selling tool will prove useful for complex product offerings or solutions.

There is a lot science and art behind creating a good website. Do not take shortcuts for your number 24/7 online selling tool (your website) and invest in a good design, good experience that focuses on your customers. Your prospects and existing customers will thank you!

Strategy 2: Educate Customers With Content

Report] LinkedIn shares content marketing predictions for 2017 - Social  Samosa

Content can be anything and be provided in pretty much any format today; it can be text-based to images, videos, or even audio files.

Content can be created on your website or other platforms associated directly and indirectly with your business.

You are selling complex solutions and they are not easily understandable.

Should you invest in a content marketing machine that educates your customers about your offering, your values, and builds trust over time?

From our perspective: ABSOLUTELY!

Creating content about your technical products on your website is serving two important functions.

First, it is a way to develop an elaborate SEO structure for your website so it will be ranked highly on the search engine results page – which is important for discoverability.

Secondly and more importantly, you are providing your customers (potential or returning) with useful and valuable details as well as information about your values, sharing interest, solutions to the pain points, and increasing brand awareness at the same time.

Build brand awareness by showcasing your product solutions subtly, providing content that matches the values of your target customers will all help bring the right people to your sales pipeline over the long-term.

You will be building trust and assurance that you have good enough knowledge of your products when you share with them content around your customers’ value and your offerings.

Again, your company is not only associated with a specific product or service. It is committed to delivering a solution (perhaps a complex one) for your customers in the best and most feasible way possible. If you showcase that you are more interested in solving not only the problems of your customers with your solutions (in a friendly yet passionate way), but also provide other tools, tips or support that will help them succeed in their lives – you win them over with content.

Case in point – see two examples below – why Oracle & Idium (both complex solution providers) maintain a vibrant blog strategy?

Example 1: Idium Blog Page

Image Source: Idium.com/blog

Example 2: Oracle Blog Page

Image Source: Oracle Data Cloud Blog

Because they understand that their prospects who will buy from them are engineers. So the blogs are very technical but useful that will resonate with that type of audience. Investing in blogging allows the sales team to use content to showcase expertise, specific scenarios where the solutions are applied, and more!

Building trust can be quantified with content marketing. There are ways that you can track visitor behaviour with analytics that tells you how many times a user has visited your website, or if they have provided their email or contact information.

Once they enter your tracking cycle, you can review their behaviour, and if they have provided their contact details, then there are steps you can take to take them from marketing to sales over time.

A great read by an industry leader on this topic (SalesForce) on Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL) can be read here.

All this can be automated when they visit your content pages on your site.

There are many ways and content types you can use to educate your existing customers and prospects.

Blogs, pillar pages, events, conferences, videos, and webinars are some examples of many content formats that can be used to describe your solutions in an engaging and bite-sized format.

White papers are especially powerful for technical and complex engineering products.

They take more resources to accomplish and do right – but your sales team will thank you over the years as they use them to showcase the success your existing customers have had in detail that your prospects would love to hear about!

Helping close sales with content that attracts, builds relationships, and helps in closing is what good content marketing is about.

Blogs and Whitepapers

Blogs are written pieces of content that are relevant to your values, target customer interest, packed with actional tips, your products and services solutions, features, and use cases.

While blogs could be unofficial and conversational style documents offering maximum flexibility to your writers (inhouse or outsourced), and written to discuss important subjects with your audience the goal is always to provide enough details to showcase your thought leadership, impart value to the readers and look to build a relationship with regular updates that your customers find useful.

A white paper is on the other hand is a much better designed and detailed document (usually a PDF) provided by the company to promote or highlight the features as well as the problems addressed and solved by your products.

This piece or type of content should not be easily accessible unless someone is willing to share their company details, email, or contact information.

The beauty of embedding whitepaper offers within your blog is that it is the next step in building trust and qualifying casual visitors from more commercial intent buyers.

It is also a good one-two combination where you bring people in with a blog, and ask them to share their contact or company info with a whitepaper.

Again, whitepapers are gated pieces of content that should only be provided if the visitor is willing to part away with the name and contact details.

This process of creating gated vs. non-gated content and capturing this initial prospect info is vital to really leverage content marketing to keep your sales pipeline full, qualify leads, and grow your business.

Once you have the info of more serious visitors from casual browsers (or even your competition 😊), there should be a mechanism in place to follow up with a drip campaign (that can be automated). This helps qualify the leads even more as it filters out less serious buyers or prospects from serious ones.

Sales team should be notified of the lead quality and should reach out them these prospects based on the success criteria you define in your pipeline process.

Common events that help you qualify visitors include:

  1. Explored the website for more than 3 minutes
  2. Visited the About Us Page
  3. At least visited the website 3 times
  4. Subscribed To Blog
  5. Reads blogs regularly

These are some of the simple criteria that you can define when using some of the tools we shared in our other blog.

Including a good call to action near the middle or bottom of the blog with a nice designed white paper that calls its features will be the stepping stone to help transition your readers to the next stage in their buyer’s journey.

Pillar pages

If you prefer to reach out to your audience and customers via content on your websites or blog, then you might need a pillar page to make this adventure effective enough as a marketing strategy.

Pillar page refers to a web page that covers the overall topics on your website in-depth.

In-depth is the focus here. The length of these whitepapers, the design does require a ton of research.

Just like whitepapers, these types of content require great thought and resources to put together, but provide a ton of benefits that have allowed many companies to showcase thought leadership.

It also possesses lots of link to related content in and outside your website.

There are techniques to creating quality pillar pages that will drive your marketing objectives. There are;

  • Choosing your core topic
  • Outlining relevant subtopics
  • Research, write, edit, format, and organize pillar page
  • Share, market off-page, and promote
  • Keeping your pillar pages up to date with relevant information to ensure they rank and continue to provide more up to date information on your pillar page topic.

The good thing about a pillar page is that it can help your readers judge you as someone who is committed to a particular cause.

Your job as a complex solution provider is to match your pillar page with topics that are of deep interest to your target audience to ensure you make the most out of this content investment.

Here is an example of a great pillar page by Cloud Elements:

Image Source: Pillar Page For API Integration By Cloud Elements

Definitive guides, very detailed blogs, best practices with a ton of examples are all great examples of pillar pages.

Think great user experience, comprehensive, subtopics and problem solving when it comes to pillar pages.

They are usually lengthy pieces of content that allow for lots of call to actions to allow businesses to capture email while providing expert advice, research and thought leadership on the subject matter.

Webinars, Events, Workshops & Conferences

Audio and video content can also be shared to educate your business audience, but majorly in form of seminars, webinars, and conferences.

All three are proven sales drivers in their own respects. However, with the recent rise in the numbers of video and audio conferencing software following the 2020 pandemic, you can easily host events, webinars, and conferences online on subject matters relating to your brand, product, and business.

You will be building trust, earning more exposure, and creating more

More importantly, people who show up for your solutions related webinar are likely your target audience.

So you getting a chance to showcase your product in a webinar or in a live conference is ideal. It is almost as asking for that initial sales meeting or discovery session!

Here are examples of workshops, webinars, and online educational content and training done by a complex manufacturing brand to educate, build trust and grow their business.

Example 1: MSA Safety Company Does A Safety Training Workshop

Image Source: MSA Safety Company Online Training & Videos

Another example of an engineer presenting solutions in a webinar format is for 3D System that produces a ton of webinars and workshops and saves them on their websites.

Here is an a quick peek at their webinar gallery right on their website here:

Image: 3DSystems Webinar Page

The above examples showcase that brands invest in educating their prospects and customers about their company values (everything related to safety in MSA’s case and a ton of knowledge sharing for 3DSystems for 3D Printing, Materials, Software, Manufacturing and more).

Strategy 3: Social Media

So let’s talk about the platforms of fun; social media.

A lot of customers would love to hear about your products and what problems they solve.

Bringing in fun, humour or social elements to your brand offering can open up new ways to grow your awareness.

Why not make marketing fun by infusing some forms of amusement and simplicity into it?

Social media marketing has increased in popularity.

However, marketing on this platforms are not expected to be bland and lacking in content because most of these spaces are primarily designed for people in their ‘offtime’.

If you focus on too many technical details in your message in your content, then you may not be able to achieve the outcome you are looking for.

In fact, according to Marketing Land, the average view time on Facebook is only 10 seconds.

People are constantly bombarded with ads while scrolling and have learned to tune them out.

If you are creating content for your complex solutions – focus on powerful ways to grab their attention in the limited time you have with them.

Investing in powerful stats, beautiful photography about your products, or catchy videos is the way to go when creating content for social media.

Related: Learn about how we help brands stand out in social media here.

Relate: Learn about our case successful case studies here.

Here are a couple of examples of social media done right for complex industries:

Social Media Example 1: Midas Safety Shows Their Commitment To A Sustainable World

Image Source: Midas Safety LinkedIn

Full Disclosure: Midas Safety is our long-time customer and we do design and LinkedIn marketing for them 😊.

Social Media Example 2: Plant optimization post at The Goodyear Tire & Rubber Company

Image Source: Goodyear LinkedIn

Showcase Behind-The-Scene Videos

Another type of content that has tons of appreciation on social media is behind the scenes videos.

As I have previously mentioned, product marketing may become really boring to your audience when they appear too serious or too technical when they are looking to offload and relax after work.

Focus on outcomes and showcase the product or solution in action or being prepared with videos is a powerful way to bring a spotlight to your expertise.

One of the ways to make marketing appear less serious and yet pass the technical information of your objective is shooting and uploading behind the scene videos of product events and uploading them on your social media spaces. Behind the scenes videos showcase your brand as being transparent and honest and nothing builds trust quickly than transparency.

You build trust with prospects and loyalty with your existing customers with this format of content.

For a second just imagine the delight and joy that fills your heart each time you see behind the scene part of videos and bloopers of movies.

Here is an example of Ansell doing behind the scene videos:

Image Source: Ansell Social Media Post August 24, 2020

Funny right? Even the thumbnail is engaging and entices you to click and watch.

And the best part, it uses employees from Ansell so they have an incentive to showcase their video to their friends and family.

This creates a viral effect if done frequently enough as it taps into the power of the network.

93 likes and 41 shares from employees who want to spread Ansell’s good core values to others.

And yet it creates that the right feeling that you want your customers, fans, and prospects to associate your brand with.

Your customers will feel more attached to you with simple behind the scene videos of products, team members, or leadership team.

Whether it’s b-roll or simple videos that capture your production, assembly, packaging, distribution, or even delivery processes.

Every detail matters. Make it count!

Produce & Share Photography

People tend to remember more the things that are presented to them in images than a series of texts and or simple copy.

People also buy from people, not machines or companies.

This is why making stellar and attractive product designs and photographs will help your customers remember your products easily and quickly.

I am sure that right now you are recalling memories of products that stick in your head only because of the unique images or video presentations you have seen of them.

How powerful are these two galleries for highly technical and engineering-oriented brands?

Example 1: General Electric’s Instagram:

Image Source: GE’s Instagram Account.

Example 2: Honeywell’s Instagram does it right as well:

Image Source: Honeywell’s Instagram Gallery

Humanizing your brand on social media with employee updates such as the ones above are a great way to showcase the right company values:

  • Sharing employees promotions and development stories as touching your brands and products
  • Showcasing and praising researchers’ milestones
  • Releasing updates on expected big-name recruits and recruits that are expected to add values to your brand and your customers business
  • Intimating your audiences with strides and achievements accomplished by employees to help push your brands and product forward

Doing these, you are preaching messages of quality as well, as product development to your customers.

Your customers will be able to see all the good people who help in serving them.

If you can showcase the great work that your team puts into servicing their customers, then you make it easy for your customers to better understand your company’s values and culture.

That’s transparency.

And transparency means your willingness to be vulnerable.

Being open about your vulnerabilities the right way makes you confident.

And that is how the pride and power of such posts helps build great brands.

Let’s Recap

There are a lot of ways that technical and complex engineering-based brands can grow your top line.

We only touched on three of them today; a solid website that focuses on outcomes, a powerful content marketing strategy with 3 must-have types of content, and leveraging the power of social the right way.

If you need more help in implementing the above strategies, reach out and we would happily talk through how and where can help.

Do you have any more questions or comments on the above topics? Feel free to contact us or comment below.

Top 5 Channels – Social Media Marketing for Manufacturing Companies (Stats & Benchmarks)

Top 5 Channels – Social Media Marketing for Manufacturing Companies (Stats & Benchmarks)

Top 5 Channels – Social Media Marketing for Manufacturing Companies (Stats & Benchmarks)

So Why You Need Social Media Marketing For Manufacturing Companies in 2021?

Social media is vital to having a successful manufacturing company.

The importance & success of social media for manufacturing should not be immediately tied to revenue growth or sales uplift in our opinion.

Social media is all about engagement and brand awareness.

It’s as much as listening and a connection tool as it helps in building your brand presence online that will not only attract customers but also:

  • Engage the existing customers (yes, they still need to be catered to via social media after they have bought from you 😊)
  • Attract new vendors & help new vendors & suppliers
  • Engage existing employees & attract new talent
  • Get on the radar of influencers and build relationships
  • Help with reputation & crisis management

Most of all, brand awareness will allow you to be top of mind as a thought leader in your industry – which helps close sales faster, build trust and grow your brand over-time.

Related: Social Media engagement also helps with your other digital marketing efforts such as SEO. Learn how Social & SEO work together to give your brand a boost in our blog

You may be wondering just how to use social media to increase your online presence. Below are the top 4 social media channels for digital marketing.

 

1. LinkedIn & Its Powerful Capabilities

LinkedIn is one of the most powerful forms of social media for manufacturing companies. With its ability to connect with employees, other companies involved in the manufacturing market, and potential partnerships for your manufacturing business, LinkedIn is considered the best B2B marketing platform for manufacturing companies.

With over 260 million active users, many of which are in the 50-65 age range, your manufacturing company can reach experienced professionals through this social media platform with just the push of a button.

LinkedIn is the best source for generating leads by a long-shot compared to other social platforms that – especially when it comes to B2B (and that is where most of the manufacturing companies fit):

Linkedin lead generation

Image Source: Hubspot – Linked 277% More Effective Than Facebook & Twitter

Ok, you might need more than just a push of the button. Here’s what you’ll need to do:

  • Set up and complete your manufacturing company’s LinkedIn profile.
  • Share engaging content targeted towards the manufacturing industry.
  • Interact with and add fellow manufacturing profiles to build up your audience.

Check out how Midas Safety Inc (one of our client partners that we help within social media marketing 😊 – yes I know we are biased here!) thriving on LinkedIn.

Social Media Marketing for Manufacturing Companies

By posting regular content, including videos interviewing experienced manufacturers in the company, Midas is building a reputation that is sure to boost their social media presence.

In fact, since taking over and managing their profile by creating and sharing regular content, we have seen an uptick in the following key areas:

  • More followers (500+ new in the last 6 months)
  • More decision-makers looking at the content
  • More engagement from existing followers
  • More prospects seeing the updates

All of the above can and does help grow brand equity, brand trust and trust with key decision-makers in North America. Versus other platforms, this is where the true power of LinkedIn comes into play!

2. YouTube

Many manufacturing companies are using YouTube videos to both educate viewers and strategically market their professional services. YouTube is often used in the following ways:

  • Demonstrates products in use to help viewers imagine themselves using the products
  • Shows how-to tutorials on troubleshooting or DIYing manufactured goods
  • Gives you insight into the creation of their manufacturing products

A great example of a successful YouTube channel for manufacturing companies is Toyota.

Toyota uses YouTube’s social media presence to successfully market its latest products and services.

Now you may be wondering – YouTube is a social channel?

More brands consider YouTube to be a social media platform as much as a video viewing channel. YouTube is a lot of things, but it does offer brands to host the following elements to make it social:

  • Brand Profile
  • Regular content updates
  • Content descriptions
  • Comments & Engagement sections

If all that is not characteristics of a social media channel – then I don’t know what is 😊.

Also, after Facebook, people spend more time on YouTube than any other platform:

Source: Broadbandsearch.net

They have 1.5 Billion monthly active users and this number is only growing.

While the demographic does skew slightly younger – the penetration of YouTube across all age groups in 2020 is at least 70% in the United States!

Source: Statista Internet Users On YouTube as of Q3 2020

That is huge penetration. So if your site is on YouTube, is optimized and engaging with the right keywords, hashtags and content, your audience will discover your brand!

Finally, YouTube is the second biggest search engine in the world (and the biggest is Google. Google also owns YouTube by the way)! So keywords & optimization play a huge role here for your social engagement and presence.

3. Twitter

Twitter is a social media platform that has over 145 million daily users, making it a prime platform for marketing one’s manufacturing business. Most notably are Twitter’s features of sharing, following, and using hashtags to connect to your target market audience.

Obsidian Manufacturing Industries, Inc. harnesses the power of Twitter to reach thousands of followers. By having an established profile stating your company’s location, official website, and a catchy description, you can increase your followers on your business’s Twitter account.

They have nearly 3000 followers and posted 3072 tweets over the 3 years!

Being active on Social helps gain visibility.

Their content type on twitter includes:

  • Giveaways
  • Videoes
  • New Vacancies
  • Retweets
  • Questions & Engagements
  • Motivation posts
  • Insights
  • & more!

They also post multiple times and types of most per day!

4. Instagram

Instagram is a social media platform primarily for younger audiences, with the most prominent age group falling between 25 and 34.

Image Source: Statista.com

The platform is all about visuals, so if you have high-quality photos of your services or company, consider using Instagram to market your business.

For example, General Electric uses Instagram and catchy hashtags to demonstrate manufacturing tutorials, behind the scenes, cool engineering shots for its audience, building up a good following on the platform.

It really is a marvel to look at and appreciate.

They have catered to the Instagram audience and have been able to attract not only potential prospects but potential employees, vendors, suppliers, contractors, and others who will want to be associated with a cool brand.

Their content types on Instagram include:

  • Stories
  • Images & Videos
  • (drone shots, heavy equipment, engineering, and complex equipment shots)
  • Brand Videos
  • Employee Videos, Photography & Spotlight
  • Company initiatives
  • Success stories

A manufacturing brand like GE that is very heavily engineering-based appreciates great design and understands the importance of appealing to the younger audience on Instagram.

5. Facebook

Facebook is powerful for many reasons. This social media platform has survived controversy after controversy (remember Cambridge Analytica or boycott by big brands with #StopHateForProfit).

Despite that, this social network not only has grown more profit, but acquired more brands, added more features and offerings, and grown their monthly active users month after month.

Kudos to Zuckerburg for keeping it going! The numbers and their growth do not lie!

However, Facebook is playing an increasing role and penetration in Asian countries now more than ever.

India, Thailand, Indonesia, Philippines, Vietnam, Egypt, Bangladesh & Pakistan are accounting for the bulk of the penetration.

Source: Statista – Leading Countries Based On Facebook Audience Size as of October 2020

So if you have a manufacturing brand that has a global reach with markets or ambitions to sell overseas, then being on Facebook plays an important role.

Brands need a presence of Facebook to reach end consumers as many of them have a Facebook profile

Also, Facebook does have a high penetration of older demographic vs. younger demographic (compared to Instagram).

Facebook is a very versatile platform that allows for pretty much anything and everything:

  • You can have links (you can’t on Instagram; except in the bio or when advertising
  • You can share pictures
  • You can upload videos or share videos (it prefers when you upload directly to its platform vs. sharing a YouTube link as it considers it a competitor)
  • You can do live videos
  • Hashtags
  • Contests
  • Long-form content

Because of that, the flexibility in creating and sharing content on Facebook for marketers in manufacturing companies is truly amazing.

On top of that, now with Facebook being able to provide e-commerce capabilities right on the platform, it allows for ways to generate a new channel for revenue growth.

If you have a manufacturing operation that sells direct to consumers (instead of B2B) – Facebook is even more important.

A great example of this is the Timex Page on Facebook:

Again, they provide great details and highlights about their company culture, engage users and actually sell on the platform with their Facebook catalogue.

Conclusion

Social media is now at the forefront of nearly every business on the market, including manufacturing companies.

Make the most of your business by establishing yourself online using the social media networks mentioned above, and start building your reputation & growth for years to come.

Want to learn how we can help with your social media? Check out our social media services.

Or better yet, call us at 1 833 WEB WORX and contact-us via email we can give you a quick consultation on how we can help!

What Should Businesses Do Today To Establish Trust Online?

What Should Businesses Do Today To Establish Trust Online?

What Should Businesses Do Today To Establish Trust Online?

Establishing Trust Online

With easy access to the internet, businesses have to work harder to establish trust online today more than ever. 

While most of the companies all around the world have been trying to gain consumers’ online trust, the truth is that the constant news of online security breaches, identity theft, and major scandals like Facebook-Cambridge Analytica gives this trust a shake, to say the least.

While your business may have nothing to do with Facebook, the reality is that you can still get affected by it. Especially in terms of the trust that consumers have in the brands you lead or represent.

So, what can you do to maintain customer’s trust online?

Establishing Trust Online Takes Time & Commitment

Why is trust so important?

The reality is that people, end consumers, and other brands will only do business with those they know, like, and trust. When a consumer has the perception (or the trust) that a particular company sells good products, they will be more willing to buy from them even if their most direct competitor is selling the same product at an inferior price.

And this is only because they trust this specific business.

Trust makes brands. The level of trust creates the differentiation that allows companies to sell the same product solution or service at different prices. It’s your commitment to establishing trust for your existing or new customers that will allow your brand to become more profitable over-time.

A survey was done by Super Office – CRM service provider of 1,920 business professionals in 2020 showing that customer experience was the most important factor business leaders over the next 5 years:

Image Source: SuperOffice.com. Customer Experience Statistics. Published December 11, 2020

So if you are not making customer experience a priority over the next five years, you may be missing out on an opportunity to build trust with your customers (while your competitors are doing just that).

Another report published by Price Waterhouse Coopers (PWC) indicated that customers are willing to pay upwards of 16% more for a better customer experience and become loyal (that means repeat business, referral business, and upsell opportunities).

To top it off, bad customer experience works just the other way; bad customer experience drives customers away – fast!

1 in 3 respondents mentioned in the same PwC study that they will walk away from the brand after only one bad customer experience.

Source: Consumer Intelligence Series Customer Experience Report. Published in 2018. The survey conducted in 2017/2018. Pg. 5.

Your Customer Experience Should Have Trust Built-In

Establishing trust online is not an easy task. And we didn’t even need to experience the Facebook scandal that still hurts us today to see what immediate impact it will have. Most companies that experience a scandal at that scale may not be able to recover from it.

When a consumer goes to your web presence (whether that is a website, a social page, or an eCommerce store), they can gather information, even unconsciously. Consumers can directly evaluate if the brand is friendly, whether there are any personal touches and care given to the customer to enhance the customer experience.

Every customer touchpoint online, whether it is the design that has to be in-line with today’s standards, the copy, the promise, and ‘feel’ must speak to the customers with their values and norms of today is critical to the buyer’s journey.

So, how can your business maintain customer trust online?

#1: Be Accessible:

No matter if a customer contacts you through your website, email, social media, or any other way, make sure that you are available for them.

While some customers can have real questions about the products you are selling, others may just want to know if there is a real person behind the business, someone they can talk to, engage with.

With customer experience and collecting feedback or gathering, data should not be left to a handful of employees in IT. According to research by Harvard Business Review – touchpoints with the customer should take an “All Hands On Board” approach. This cross-functional approach allows the company to become front and center to the business and focus on addressing customer pain points in a quicker time frame.

More than 50% of Websites Are Accessed Online via Mobile

Being accessible also means that your web presence is accessible to all audiences across all devices and people with all types of disabilities.

When websites are not rendering properly on mobile or other devices outside of desktops, then the brand has lost a serious opportunity to build trust. According to Statista.com – approx. half of the web traffic is accessed via mobile devices worldwide.

Source: Statista.com. Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 3rd quarter 2020

Making the web accessible benefits individuals, brands, and society at large

When your brand showcases that it is committed to improving customer experience by making it accessible to people with disabilities – it shows the world it cares about inclusion and values that are important for consumers today more than ever. This then allows for increased brand awareness, increased website usage, better search engine optimization, and visibility.

All of the above impacts your brand’s perception and increases the positive image. An increased positive image helps builds trust and loyalty.

You can learn about other benefits from W3.org – Website Accessibility Initiative and the business case for developing web accessibility for your organization.

Having a website that is accessible comes together factoring in such things as additional functional enhancements (or plugins), factoring in web browser capabilities, and among other tools. It is usually a good idea to capture website accessibility when doing a redesign to avoid re-doing work after the website is launched.

#2: Focus On Reliablilty & Consistency:

Consumers are led by emotions, not logic. Ensuring that the product or solution that you sell is not only reliable but also has quality, places you one step ahead of your competitors. After all, when your customers receive the product, experience or service they buy from you, you want to make sure that they are not overwhelmed but at the same time can see the value in the exchange.

It is a delicate balance.

Unless you are not qualifying your products upfront and stating that this is an innovation, selling sub-par products in the market will only negatively impact your brand.

If you are new then showcase it, be proud of it, and solicit feedback to improve.

However, there should be elements in the online experience that meet the standards of good user experience today.

Source: Consumer Intelligence Series Customer Experience Report. Published in 2018. The survey was conducted in 2017/2018. Pg. 13.

Having a web presence that looks like it belongs in the 90s will not fly in the 2020s. However, if you run out of inventory temporarily, it may be acceptable to experience if and when just starting. However, have regular stock-outs or delivering an inconsistent customer experience is not a sustainable solution for your brand.

The above chart showcases that consistency in brand experience and unfriendly or bad service harms the brand way more than not being known or having celebrities back your brand.

Don’t get me wrong, celebrity or influencer endorsements can and do work, but not as much as providing a friendly and intuitive online user experience, consistency in branding, and a great service-oriented attitude in helping your customer!

Want To Learn How We Integrate Great User Experience in Our Web Design Process?

Learn About Our Website Design Process

WEBSITE DESIGN SERVICES

#3: Be Honest:

When you know that your product won’t suit someone’s needs, just tell the consumer directly.

Your products won’t please everyone and they are usually not tailored for everyone.

While this means losing a sale today, it will bring you a lot more sales in the future.

Honesty is always a good policy and consumers love to deal with businesses that they can trust.

Tools To Help You Build Customer Trust Online

At Web Worx Labs, we have some resources for marketers and business leaders to get a quick idea on where they stand when it comes to User Experience, Accessibility, Mobile Friendliness & Search Discoverability

You can take a peek and test your online touch-points on all your pages for your brand here:

FREE WEBSITE AUDIT

We are committed to helping brands improve their customer experience online and grow with the power of digital. If you need help with any of the easy-to-use tools above or have questions on what some of the insights shared, reach out and we will be happy to help.

Closing Thoughts:

As the above shows, building trust isn’t something that you do overnight. It takes time for your business to be trusted by consumers.

Nonetheless, it is all up to you.

It depends on how you show your business to your customers, how you deal with them, the commitment to providing quality of your products, among other factors.

So, take a moment to do a thorough review of your current offerings and document objectively of where your quality stacks up vs. the market.  Our tools above help with that.

Understanding first is key to building trust online over time.  After all, you already know that consumers will only buy from businesses they know, like, and trust.

Do you have any questions on the insights and analysis shared in this blog? Do you feel that customer experience is important now more than ever? Or other factors more important for businesses than establishing trust.

You can respond in the comments section and we would love your feedback and thoughts.  Or reach out and we will walk you through the FREE audit.

Happy trust building!

The Most Powerful Digital Marketing Skills

The Most Powerful Digital Marketing Skills

The Most Powerful Digital Marketing Skills

Digital marketing is a rapidly changing field. It is a powerful combination of marketing and information technology that comes together seamlessly to deliver for businesses and brands everywhere.

There are a lot of skills digital marketing professionals are required to have these days. Any digital marketing agency will have lots of different experts in their team to deliver projects for their clients. At Web Worx Labs – we know how different experts need to come together to deliver beautiful products – be it social media posts, google ad copy, reporting/analytics, web design, development project or video editing.

Digital Marketing Skills Needed Today

Here is a breakdown of some of the different types of digital marketing skills that are a necessity in the field:

  1. Branding
  2. Web development
  3. Web Design
  4. Marketing Manager
  5. UX/UI Design
  6. Graphic Designer
  7. Copywriter
  8. Social Media Management
  9. Social Media Design
  10. Search Engine Optimization
  11. Pay Per Click Expert
  12. Content writer
  13. Copywriter
  14. Video Editing
  15. Video Shooting

HubSpot has a great blog that gets into the nitty-gritty of what, who and how is digital marketing practiced. Here is a link to their blog.

In our agency, we know that these diverse skills are required to deliver full-stack solutions. We have in-house expertise for most of these solutions and our team members come together to deliver for our clients.

And trust us – to deliver outstanding projects, you need specialists in the areas mentioned above.

That is why there are so many niches out there. Many companies either focus on back-end IT development, while others focus on Social Media Management and while others are solely SEO practitioners since these are distinct expertise on their own that provides a solution to one aspect of digital marketing.

Digital Marketing Skills Needed Today Graphic

Among all of this expertise, there is one skill and one skill from our point of view that trumps it all. Can you guess what that skill is?

The skill is writing.

Yes, you can say it is content writing or copywriting – but it’s essentially writing. This simple and fundamental skill that was powerful in the 17th century when running print ads (an example will be shown later) is still the most relevant one today.

Why is writing the most sought-after and needed skill in digital marketing?

It is simple – because it’s the one skill that connects every other digital marketing solution.

Why Content Writing Is The Number One Skill In Digital Marketing?

By content writing, we do not only mean writing blogs – we mean writing for ads, copy, email, web copy and anything in between (and yes it also covers blogs).

To us, a content writer and copywriting are almost interwoven disciplines. A good copywriter is a writer that can write blogs, ads or web copy.

One can argue that even in copywriting, there are areas of specialty. A copywriter can specialize in ads vs. another who is better at writing blogs while another can have their primary focus on writing social media copy.

A copy or content writer can have a preference – but intrinsically they are writers. Rules of engagement are slightly different, but the skills are very transferable.

Content is King

Ever heard of the saying – “Content is king”?

That phrase was written way back in 1996 by a famous entrepreneur named Bill Gates – the founder of Microsoft. He may not have coined the term as there is a debate that it pre-dates him, but he made it famous with his essay.

He wrote an essay on the subject and in it he emphasized that content will dominate the internet the same way it did in broadcasting.

His prediction has turned out to be right and will continue to be right in the foreseeable future.

Even Google – one of the biggest companies in the digital marketing industry and the biggest referral network relies on content to do its job. It ranks and answers millions of queries a day by scanning billions of sites with its sophisticated algorithm that scans the content on the sites to provide users the answers they need. All in milliseconds.

So yes, content drives the internet and digital marketing is marketing using the internet. Hence, content marketing is essentially digital marketing.

Related: Up for a technical read? Get to know a lot of the Technical Google Updates and why they happen.

Content is the Glue That Binds Every Other Skill

The great thing about content writing is that it is needed for every other digital marketing skill.

Does a web developer need content for his or her website? You bet! No matter how fast the website loads – she or he will not be able to do anything with it unless the content on the pages connects with the audience.

It is the fundamental marketing skill that is needed in every solution, skill or service to complete its delivery.

Let’s break down other digital marketing skills that need content writing to deliver their products:

  • Search Engine Optimization – It’s a fundamental requirement. White hat SEO is about content creation, website optimization, on-page, meta tags, descriptions, and outreach.
    • For all of those activities, we need great writing
    • Reporting & Analytics also requires a writer who can articulate the work performed
  • UX/UI Designer.
  • For any web design, the content drives the design.
    • Words are used as a direction to help guide the designer to create the WOW factor web experience begins with great writing initially

Web Developer – we already mentioned it earlier 😊

  • Pay Per Click Specialist. Copywriting for PPC has been an age-old industry and professional since the direct mail days.
  • Social Media Management. Whether it’s designing the posts or writing the caption, it starts with writing the content out for the design and then having to design them.
    • Then you create the caption and call to action.
  • Email marketing. This is more obvious. Writing great emails comes from well – great writing.
  • Videography.

Everything from writing a great screenplay or script to editing and video call outs requires content to makes it all come together

Related: Read our blog on what is email marketing & how does it work.

Now it could be argued that many of the web designs, for example, can be mediocre at copywriting to get by and make up for it with their other skills. However, to go after the market and stand out, your copy and content writing is what will need to be consistent to beat out the competition.

Whether it’s through writing blogs, or running podcasts, hosting seminars or writing amazing copy – to market your business, you will need great writing. Period.

And that is the main point here. Once the website is developed and hosted – people will not show up to it. It will need to speak to people, it will need to be marketed. Content and great writing will be needed to drive traffic.

To showcase thought leadership in digital marketing – it begins with great words first getting organized to get the right message across to the right audience.

Great Writers Are Strategist & Marketers

To be a great writer, you have to understand your subject and your audience well. To entertain, engage and keep the reader turning the page or read the whole blog or finish the website copy, you need to understand your customer or reader at a deeper more psychological level.

This means that you are already getting into the mind of the audience and thinking like a marketer.

Does a web copy or ad copywriter know who they need to speak to? How about a great blogger?

To execute and come up with a plan to get great ideas, thought leadership or the target customer engagement is required to achieve the goals (whether it’s clicking on an ad or signing up for conversion) and this also requires a solid plan.

The development of the plan at this point means you think critically, look at the numbers and come up with a plan to achieve. This is, in a nutshell, is in fact strategy development. You need to think critically and write content that attracts, engages and converts.

The simple fact is that writing is the oldest marketing skill out there. It was true in the days of marketing in classifieds or newspaper ads published in the 17th century and it is true in today’s digital marketing age.

The copy used in the advertisement in the ca the 1740s

Source: V&A Collections UK

Related: Our Blog – Marketing Fundamentals 101

Closing Thoughts

If you are in the market for an ad agency or a digital marketing firm, ask them if they have copywriters or content writers? Who writes blogs for their SEO campaigns? Who writes the copy for the ads?

Or if you are a digital marketing professional that is not a natural writer, then we recommend take the time and brush up on your writing skills or partner with a professional writer to help create complete digital marketing solutions.

Writing captivating copy, engaging blogs, and awesome emails will only help in marketing digitally.

Now, we turn it over to you.

Do you agree with this assessment?

Do you feel that there is any other skill that is more important in digital marketing that is as important as writing?

Reach out or drop a comment below and let us know your thoughts!