As these platforms evolve, so should your social media marketing habits. If you haven’t seen much growth from your social channels , maybe it’s time to reconsider your strategies. Are you tracking the right metrics? Have they led to concrete results?

If your social media routine could use some reworking, this blog examines some social media bad habits — and how to break them for good.

The Hard Sell

Far too often, brands lay it on thick. Generally, customers are put off by hard-sell statements because people use social media primarily to learn and socialize. By demonstrating how your products or services have helped others, your benefits will speak louder than an overt pitch.

Additionally, hard sales campaigns don’t give your audience the chance to get to know your brand at a human level, nor will they develop trust or loyalty for it. Instead, reach out to your followers personally — social success comes from real communication.

Talk Less, Listen More

Social conversations are a two-way street. Be sure you’re remaining attentive and engaging by setting up social listening to monitor brand mentions and to get involved in the discussion. Doing so increases brand awareness. The most memorable social campaigns showcase great responses from the brand.

Even negative comments, while not always salvageable, can be an opportunity to listen and learn. Responding promptly will show the public that you care about your customers and stand by your brand.

Using Vanity Metrics

While brand image and customer engagement are positive for your business, vanity metrics don’t typically demonstrate real growth.

Focusing on metrics and KPIs that measure conversions will provide better insight for your business goals. Awareness and impressions are important, but by measuring the right data, your social efforts will provide tangible results.

Spread Too Thin

Some social platforms work better than others. By trying to be successful on every platform, you’ll likely be investing too much time and money into the wrong networks.

Instead, find out which social media channels benefit your brand. Examine the platforms that attract real leads and focus those to better allocate marketing efforts and efficiently invest your time and budget.

Scheduling Fails

Many companies post on social without structure or strategy, but without a consistent schedule, your posts may go unseen.

If you use an automated scheduling tool, make sure you’re posting “like a human.” If your posts are published at the same time daily, or if there are errors that go unnoticed because you’re relying too heavily on automation, your audience will notice. Vary your calendar and add timely, relevant content to your schedule to start a conversation.

Final Thoughts

As social media continues to evolve, so will your routine. Learn what’s beneficial for your brand and develop a strategy that aligns your social habits with your business goals.

Thanks for reading and let me know if you have any questions!

A good website should highlight the following features:

·     Easy accessibility

·     Seamless user experience

·     Intuitive design

·     Positive engagement

·     Valuable results

Choosing a web developer to manage your site takes careful consideration, as unexpected issues during development can change the project scope, timeline, and budget. Fortunately, the right research and preparation can go a long way.

Finding the ideal web developer for you company means asking key, critical questions.

Do they understand your goals?

Your website illustrates your company’s mission and vision. As an extension of your brand, your site must support your organization’s values and goals, including:

·     Building brand awareness, value, and trust

·     Generating and nurturing new leads

·     Attracting prospects and maintaining relationships

A good web development firm maintains your brand identity and target objectives and should recognize deficits as well as opportunities for growth.

Can they achieve your goals?

Your web developer should have the right skills to meet and exceed your goals. How does your potential designer rate in the following areas?

·     Digital marketing strategies

·     Design, automation, and user experience

·     Analytics, SEO, and reporting

·     CMS and CRM

Communication can make or break your partnership — clarify expectations around budget and timeline and try not to cut corners when investing in your website. Your developer should provide an initial proposal that accounts for proofs, tweaks, and unexpected setbacks.

Are they in it for the long haul?

Another major consideration is if the agency will support your website after launch. New websites involve bug fixes and maintenance, often requiring an expert. A company that supports their design and stands by their work is an ideal long-term partner.

Aside from routine maintenance, a reputable web partner will make sure their work provides results, not just good looks. Ensure they provide tracking tools for performance, lead generation, and conversions to help you measure metrics, ROI, and engagement.

Final Thoughts

When i’s time to choose, remember that the right designer will deliver the best in both design and functionality without too much compromise.

Be sure they are dedicated to your goals and have qualifying experience. By communicating and understanding overall expectations, your partnership will be positive and mutually beneficial. 

But trade show marketing takes more than your sales team occupying a booth and hoping for the best. Attracting visitors to your exhibit starts well before the show and is just as important as following up with your contacts after it’s ended.

Trade show marketing takes careful planning and strategy to engage visitors and hold their interest. Here are some steps for effective trade show marketing to ensure you make the most out of exhibiting.

Planning Ahead

Trade show planning begins months prior to the show. The first step is determining your lead goals. Decide who you’ll reach out to and how you’ll interact with visitors at the show. Keep in mind what actions you’d like them to take, such as scheduling meetings or email registration.

Before the Show

Begin by encouraging registered attendees to visit your booth. Often, you can purchase a contact list from organizers, but always be sure to verify it’s from a valid source. 

Your content should broadcast your attendance, offer sponsorship opportunities, or invite partnerships with organizers. Reach out to previous attendees, pre-registered guests, and your own current customers for the highest engagement.

Next, design a landing page on your website customized for the show. Share your booth number, any special demonstrations, and one-on-one meeting offers. You can also provide some insight for improving attendee experience in exchange for contact information.

Trade show focused content like blogs or video also help draw a crowd. These add personality and are easy to share on your site and social channels. Your content should focus on industry topics and answer attendee questions, but ultimately will promote your exhibit at the show.

Engaging in email marketing is another great way to make your mark. Spread the word and share content through email and social media marketing. Segment your contacts and send relevant information focused on specific industries. 

Through your social channels, you can build excitement and awareness by letting your followers know what to expect at the show. Paid ad campaigns and geo-targeting let you target specific companies that will benefit from your marketing and exhibiting.

Finally, include assets in your booth design that you’ve found helpful. If videos entertained prospects online, they’ll likely enjoy them at your booth during the trade show.

During the Show

Give attendees a reason to stop by your booth. Swag and branded items are fun, but make sure you focus on your target audience by offering exclusive promotions. Product showcases, live podcasts, and other demonstrations will draw in the right prospects.

Having a tablet or device set up in your booth or in the hands of your sales reps is a must for lead capture. Attendees can scan their badge for instant sign up, emails, and offers. They can also be directed to a landing page full of valuable information, memorable content, and contact details.

The staff at your booth should be knowledgeable and personable when interacting with prospects. Train the team so that they fully understand the expectations of the marketing strategy.

Throughout the show, share live activity on social media, including videos, photos, contests, or sign-up promotions. Encourage followers to share or tag for more social engagement. Your audience will enjoy following along and being included in the action.

After the Show

Great planning paves the way for positive post-show reviews. Work with your sales team to figure out how you’ll connect with attendees after the show. Organize your contacts, generate workflows, and reach out directly to high-potential prospects.

A nurture strategy is also ideal at this point. You can share what you learned at the show and offer insights to your visitors. Track and analyze your follow-up performance; the better your segmentation, the easier it will be to measure success.

A Great Investment

Having an organized approach means a greater return on investment and will yield a better overall experience. Review your strategy to see what has worked, what you’d like to try, and how you can improve your trade show marketing for future exhibits.

But before you jump into a video-first strategy, you’ll want to be sure your viewers are discovering the right content for where they stand in their buyer’s journey.

During each stage, your buyers are seeking different information that might be irrelevant at other stages. For instance, customers who are ready to make a purchase in the decision stage probably won’t need an introductory how-to video for those in the awareness stage. 

Targeting videos for every stage offers content customized for your prospect, guiding them through their buyer’s journey. The right video marketing educates and encourages a purchase decision.

When creating a video strategy, ask yourself: What problems can this solve? What are the challenges your viewer is likely facing? Which stage are they currently in?

With these in mind, you can select the right video types to guide your audience from search to sale. Targeted videos provide more opportunities to simplify a user’s experience.

Awareness Stage: Top of Funnel

In the awareness stage, your prospects know they have a problem and are now conducting research. Top-of-funnel video marketing means introducing new concepts and offering solutions.

Explainer Videos

Right now, your prospects are seeking new information. With an explainer video, you can clarify a difficult topic or explain a resourceful approach. Explainer videos are also useful for improving your SEO and audience reach.

Thought Leadership Videos

Through thought leadership videos, you can position yourself as a trusted front-runner in your field. Thought leadership videos promote your industry knowledge and expertise for your brand.

Consideration Stage: Middle of Funnel

Your customers have done their research and are now weighing potential solutions. Success in the consideration stage depends on brand recognition and engaging with prospects who have questions you can answer.

Commercials

Commercials introduce your brand and values to prospects. Outline a problem and the solutions that differentiate your brand from competitors. Creative visuals, inspiring narratives, and unique storytelling all lead to memorable commercials and more engagement.

Corporate Culture Videos

Show off your company’s character and add some personality with a company culture video. What sets your organization apart from the rest? What makes it an awesome place to work? A friendly atmosphere speaks volumes and can make a great first impression.

Decision Stage: Bottom of Funnel

The bottom of the funnel is your moment to shine. At this decision stage, you want to convince potential buyers beyond a doubt that you’ll solve their issues. This is where they should immediately associate their desired solutions with your brand.

Testimonial Videos

Combining the best of both worlds, testimonial videos highlight both the benefits and features of your company’s product or service. Testimonial videos build your brand’s credibility while showing off your product’s impressive features.

Instructional & Product Demos

Demonstration videos assure customers that you stand by your product, even after they’ve made their purchase. Demonstration videos may help customers assemble their new product or provide helpful ways to care for their investment.

Looking Beyond the Funnel

Most importantly, show customers your appreciation for their business. Send them a personalized thank you video or personalized content. They’ll appreciate the courtesy and likely will consider your brand in the future.

No matter what stage your prospects are in, video marketing is a great addition to your marketing strategy. Using dedicated content for buyers at each stage will encourage brand loyalty and growth. The more you engage with your prospects, the easier it will be to guide them to a final purchase decision.

Platforms have gone through various updates and versions, but social media maintains the same goal: meeting the user’s needs. The same is true for social media marketing; it’s only as useful as your customer engagement.

The Importance of Social Media Interaction

With more brands joining in on the action, competition for consumer response is fierce. Modern digital strategies like paid ads and videos add flair and interest, but with countless companies vying for attention, consumers have become distracted and selective when deciding which brands to follow and trust. 

Modern marketers must align their social strategies for more interaction. Since social media leads online communication, connecting with your audience across all channels is key. Consider the opportunities (and limitations) of each to build your social media performance.

Amplifying Your Social Media Engagement

Generally, higher social media engagement can support your brand in three areas:

• Strengthen brand-client relationships
• Build trust and customer loyalty
• Improve your sales and recommendations

To help you improve your social engagement, it’s important to understand the methods behind developing smart social media habits. From setting goals to identifying your audience, amplifying your social media engagement increases brand value and results.

1) Get Out Your Toolbox

Creating social media posts is easier when you have the right assets. Whether it’s checking grammar or social monitoring, a full set of resourceful tools, apps, and plugins can simplify your process. Here are a few to help you get started:

• HubSpot: Schedule posts, monitor mentions, and track your efforts.
• Canva: Design visual posts from templates for all your platforms.
• Pexels: Download free, high-quality stock photos to use in your posts.
• Grammarly: Proof your copy and grammar with this browser extension.
• Moz Fresh Web Explorer: Find brand mentions, competitors, and keywords.

2) Determine Your Audience

Deciding who you are directing your content toward will help you customize the message and tone of your social media posts. To select an audience, first get to know your customers. Identify your buyer personas to learn more about them and social media campaigns that will interest them.

When considering your ideal customers, keep these questions in mind:

• What are their biggest problems?
• What do they use social media for?
• What commonly unites your customers?
• Where do they get their news and trends?
• Who do they follow on social media?

3) Map Your Goals

Post with purpose. Every time you publish, keep your core values in mind. What do you want to achieve through social posting? Take a look at these memorable ways to set social media goals:

80/20 Rule – When planning your content:

• 80% of your posts should educate and entertain your audience.
• 20% of your posts should promote your own brand or business.

10:4:1 Rule – For every 15 posts you create:

• 10 posts should link to third-party content.
• 4 posts can link to your company’s blog.
• 1 post links to a landing page or sales offer.

SMART Goals – Develop your goals to be:

• Specific: Select precise targets to focus on and improve.
• Measurable: Metrics should be easily quantifiable.
• Attainable: Pick realistic benchmarks and grow from there.
• Relevant: Objectives should relate to your company or industry.
• Time-bound: Deadlines set parameters and drive progress.

4) Understand Your Platforms

Connecting with your audience varies by social network. It’s your job to decide which ones are best for you. All social channels share common elements like text, images, and links, but even these serve different purposes for each network. 

Here are some examples of how to use each platform:

• Facebook: Share image and video content to inform and engage. Avoid being pushy with promotion; the focus here is on content-driven activity.
• Twitter: Keep text to a minimum and speak casually, but feel free to post several times a day. And don’t be shy with hashtags—they started on Twitter! #TweetTips
• LinkedIn: Network and connect with industry professionals through your business, groups, events, and posts. Brands can also be more direct and promotional here.
• Instagram: Get your camera and enhance your brand image, literally. Share bold pictures and videos with fun filters. Get creative with app features.
• YouTube: Branded links and detailed descriptions play a big role in how your audience finds your content. Encourage subscribing to stay connected with your viewers.

5) Generate Links

Social media is a great way to guide your audience to your resources, like your website, blog, and promotions. But without a link, your audience never leaves the social platform.

To encourage more interaction, include links and manage them.

• Check that your links lead to the right destinations.
• Correct, remove, or redirect broken links.
• Try original URLs or a link shortener for lengthy URLS.
• Recheck links often to ensure they land on the right pages.

6) Create a Story

Authentic storytelling creates brand value on social media. You won’t get far with generic offers like “big sale!” Are you interested in posts like that, or do you scroll past them? Your audience is human; they want to connect on a personal level.

Use appealing dialogue and brand messaging with character. Your social posts may be your consumers’ first impression of your company, so exhibit some personality up front. Remarkable storytelling includes:

• Speaking directly to your audience.
• Being consistent across channels.
• Relevant narratives and metaphors.
• Connecting through sensory descriptions.

7) Apply Call to Action Links

A call to action (CTA) link directs your audience to the content they’re looking for. It can be straightforward or catchy, as long as it isn’t too long and gets the point across. 

Including a branded CTA link assures your viewer they’re landing on a trustworthy page, like your website or landing offer. According to Rebrandly, branded call to action links provide trust to your consumers, increasing click through rates for your posts by 39%.

For flawless CTA links, try these tips:

• Use clear, simple language.
• Keep it short but stand out.
• Place CTAs at the end of your post.
• Monitor CTA links for functionality.

8) Make Your Posts Pop

According to HubSpot, engagement is boosted by over 300% when both text and graphics are included in a post. Imagery captures attention and leads to better interaction. 

Not exactly a graphic design pro? No problem. There are tons of online template tools you can use to get started. When uploading images to social media, keep in mind:

• Each platform has different guidelines for image dimensions.
• Sizing standards change periodically so be sure to stay current.
• Review up-to-date guides for the latest social media image dimensions.

9) Hash It Out

Hashtags help summarize and highlight your posts. You can follow popular topics or trends, join in on conversations, and be found by more viewers. Some platforms encourage going hashtag crazy, while others advise using them sparingly.

Including the right hashtags means your posts are more likely to be seen. This increases your chances for engagement where you otherwise may not have been found. Hashtags help you:

• Build your brand
• Increase interactivity
• Discover new audiences
• See what’s trending
• Find your niche

Try several techniques and see what performs well for your brand. For a complete overview on creating hashtags for each platform, check out Hootsuite’s guide How to Use Hashtags.

Ultimately, social media marketing exists to humanize your brand. The best ways to boost post engagement revolve around being consistent, telling a story, and interacting with your audience. Practice some of these strategies to see what works best for you and remember that social media is all about developing human connections. 

Rewriting your copy may not seem monumental, but it represents a shift in the B2B industry. Brands are realizing that going the extra mile to please customers leaves a lasting impression.

Customer-centric marketing focuses on customer experience throughout the sales process, creating long-term relationships while driving customer loyalty and repeat business. By prioritizing buyer success through customer-centric marketing, you can create value as a recognizable and reliable brand.

The Industry Is Shifting

The concept of customer-centric marketing gained attention when customers started taking the buyer’s journey into their own hands. Ecommerce and online storefronts have made it easy for customers to find what they want, when they want it. Transactions are completed online without the buyer ever contacting the seller.

For a long time, only sellers handled product information. They’d limit access to these resources, requiring customers to reach out directly. This was clearly advantageous to sellers, but inconvenient for buyers, especially if they wanted to do any research on their own.

In a digitally motivated age, it’s no surprise that the B2B marketplace has changed. Buyers don’t need to wait for product information; ecommerce websites and online channels display the information in real time. Ultimately, the buyer is in control.

Competition Is Rising

With digital channels on the rise, competition is growing. Industrial engineers and technical professionals can access more resources than in the past, making it difficult to stand out from the crowd.

This creates a challenge for brand diversity based solely on product quality. No longer do claims like “Top-Notch Service!” or “Best in the Business!” work when other brands are repeating the same thing. Customers know better and are already tuning you out.

Instead, observe their motivations and address their concerns. What questions are they asking? What sets you apart from the competition? What problems can you solve?

Methods Are Reforming

Customers favor simplicity — It’s in our nature to seek ways to solve problems, improve our routines, and develop solutions that make life easier. In order for your brand to succeed, you must offer tangible convenience that your customers cannot find elsewhere.

As brands update their strategies, it’s the customer’s job to control the buying process and the brand’s job to deliver an excellent experience.

Companies Are Changing

Customer-centric organizations are seeing huge growth, achieving 60% more profitability than those who haven’t employed a focus on the customer as a strategy.

But becoming a customer-centric brand must become a core value for your entire company. A customer-centric brand shares the client’s voice through team collaboration across all channels and experiences. Therefore, everyone needs to be onboard.

Customer Needs Are Evolving

Customer centricity can be summarized simply as listening to your customers, understanding their needs, and planning effective solutions

Great customer service must be tailored to each client, going beyond asking questions to anticipating their challenges ahead of time. Delivering solutions before they knew they were even looking showcases an outstanding customer-focused strategy.

Final Thoughts

Becoming a customer-centric brand means recognizing the true value of customer happiness. Understanding their challenges allows you to provide the right solutions that align your goals with theirs.

If you’re looking for more ways to focus on your customers, free to reach out!