From trademarks to marketing, we take a look into how to navigate the cannabis industry.
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From trademarks to marketing, we take a look into how to navigate the cannabis industry.
The Apartment Bartender, Back to School with Ale-8-One and our Top 5 Bourbon Influencers to Follow.
Since it’s National Bourbon Heritage Month, we highlight some of the nation’s top bourbon influencers to follow!
Colorado Craft Beer, Momma’s BBQ Charity Donations and Tips for Facebook’s Top Fans Badge!
Facebook is now dishing out Top Fan Badges to Brand Pages’ most-engaged and active users.
International Foodie Management, The Buffalo Rose Restaurant and Influencer Marketing Tips!
Influencer marketing is becoming mainstream with more marketers devoting dollars and attention to the effort.
Las Vegas Eats, Colorado Spirits Trail and a Lesson in Yelp 101!
Whether you’re running a business, sharing your passion or just simply looking for an expert opinion, there’s no shortage of resources to help get you where you need to be...like Yelp!
If you think about it, the changes that e-commerce has seen over the last two decades are beyond extraordinary. With the introduction of Amazon and eBay in the late 90s, to the digital marketplaces that are utilized in countless apps and websites, e-commerce is evolving right in front of our eyes. (Read more)
In case you haven’t started your holiday marketing early, we discuss last minute options on how to use social media to drive holiday sales this season. Consumers turn to social media for gift ideas and discounts more now than ever before, so be a part of that conversation.
Each year comes with a new batch of social media trends and experiments. In 2016 we saw one channel shamelessly copying another’s platform and users finding new ways to better engage on old channels. In just a couple of weeks, it will be a new year with brand new trends. Here’s what we’re predicting will be hot on social media in 2017:
It's shopping season and Facebook is helping to fuel in-store success with its new "Store Visits" campaign. This is a new ad strategy that helps to bridge the online and offline gap with ads that target shoppers when they are near your store. A few of the benefits:
Advertising on LinkedIn is something that both B2C and B2B companies are doing. Why? Because it’s the world’s largest professional network and the knowledge you can gain from advertising with them is nearly infinite. However, a successful LinkedIn campaign isn’t as easy as a click of the button. One common pitfall when advertising on LinkedIn is using the wrong targeting strategies. Read on to find out four common targeting struggles on LinkedIn and how you can fix them for your next campaign.
With the ever changing newsfeed one thing has become apparent, to stay in front of your audience you need to set aside ad dollars. Let's get down to it - so how much is it going to cost?
1. Industry matters.
If you're B2B plan on spending between $1 - $3 per engagement. If you're B2C cost per engagement will most likely run you $.30 - $60. I often say the more "fun" your business is (think food, spirits, fashion), the less money you'll need to spend.
2. Networks matter.
Whether you are B2B or B2C, Facebook tends to be the most cost efficient when it comes to social ads, followed by Twitter and then LinkedIn. This has held consistently true no matter what the industry. Facebook also allows integration of Instagram with its ad platform, so you can target two networks at once.
That said, if you can't find your audience easily through Facebook targeting, it may be worth spending the extra money on Twitter and LinkedIn. At the end of the day you want your message to reach the right people, even if that means fewer people overall.
3. Goals matter.
What's your ask? If you want people to click to an external website you'll probably pay more. If you want people to commit to liking your page versus liking a boosted post you'll also pay a slightly higher premium. The larger the "ask," the more you'll need to budget.
4. Reach matters.
Like any traditional ad buy, the more people you want to reach, the more it will cost you. I recommend a minimum $50 a month ad buy to clients. This allows you to boost two posts a week at $5 reaching around 1,000 - 3,000 people based on your targeting goals.
Social ads are accessible, easy to create and a must in today's world of social media marketing. Make sure you carve out budget to support your content, otherwise you may be talking to yourself.
Any good community manager knows the action is in the newsfeed on Facebook. People like your page once and then interact with your content via the newsfeed page. Facebook's redesign of the page itself over the years has placed less and less importance on page design, outside of the cover photo, which when changed, feeds into the newsfeed. That's why I found it odd that Facebook rolled out the "Call to Action" button, a button which prompts fans to "Shop," "Contact," "Book," etc, and can only be accessed by visiting a business' page. Now you can make the argument that if someone needs to reach out to you they'll visit your page and behave in a more proactive manner, but those fans are few and far between. At least that's what my gut told me. I decided to test this theory by activating several "Call to Action" buttons on client pages and here are the results.
Out of the 10 pages I activated, only 1 click on a "Contact Us" button has occurred in the last two weeks and I'm not convinced that wasn't from me testing. These are active pages which are supported weekly with advertising and are gaining new fans daily. On the other hand by including a website link in a promoted post I received several clicks to "Shop" on my client's website. Not surprising as the content appeared in the newsfeed, not just the page.
The "Call to Action" button is free to install, so there's no reason not to do it, but don't rely on it to do the heavy lifting. If you really want to drive action you need to be where the action is and that's in the newsfeed. Include links to your site and promote your posts to a targeted audience to see results.
Intrigued by Twitter's ad product Twitter Cards? Here's how one company leveraged Twitter Cards to distribute a coupon.
I admit it...I was probably way too excited to try my first Promoted Pin, but then again when you're a social media dork, these things happen. Pinterest recently rolled out Promoted Pins, a similar product to Facebook's boosted posts or Twitter's promoted tweet. The premise is to extend the reach of your pinned content to relevant users on Pinterest. To set up the promoted pin go to https://ads.pinterest.com/ and log into your company's Pinterest account. You must tie a credit card to that account, so be sure to have an AMEX handy.
Once inside, Pinterest populates recent pins and you can select which one you want to promote. It didn't populate all my pins which was a tad annoying, but after scrolling through I found one that would work for my test. Pinterest does want you to promote original content that you own, which makes sense anyhow if the end goal is to get people to click back from the pin to your website.
Once you have a pin selected you can choose interests, geography (medium to large cities), device type and gender. At this time you can't select age.
You then set your maximum CPC, how long you want the campaign to run and your daily campaign budget. Since this was a test I ran it for two days with a maxiumum $5 daily budget and $1.50 CPC. I was out $10 at the very worst. Keep in mind, you only get charged when someone clicks on your pin to go to your website, so it is totally possible to run a campaign and not spend anything.
Since the spend was minimal I didn't see outrageous results, but I did see a definite spike in reach for the particular pin I promoted. I also found it interesting to see what keywords / interests drove the most views. Using that information you can create more pins and boards around keywords that did well.
Overall, setting up a Promoted Pin was just as easy as a Promoted Post on Facebook. Pinterest doesn't have the robust analytics that Facebook has but it is making strides. And at the end of the day, Promoted Pins are another indicator that all social will need to have paid "media" in the mix when you want to expand your reach.
Go on. Test it out. The platform is fairly intuitive and you can set up an ad buy for minimal cost. Let me know what you think.
Social Media is constantly evolving, sometimes this works in businesses' favor and sometimes against. Facebook’s latest move to decrease organic reach is a blow to many marketers but it should also be a wake up call – get ready for pay to play. I liken it to when one airline charges for baggage, opening the flood gates for others to do the same. Pretty soon all networks will require some sort of ad spend, and for those who want to stay in the game they’ll need to learn the basics of social media ad buying. After all...what’s the point in creating content that nobody sees?
- Facebook: The Promoted Post versus the Like Ad. Facebook offers several different type of ad campaigns but at the heart of it all the ads either work to drive people to your page to become a fan or to increase the reach of your content.
- Twitter – Twitter follows Facebook’s lead when it comes to advertising offering similar products to the Promoted Post and Like Ad.
Both of these ad platforms are self-service. The two musts for setting up an ad buy: 1. Access - you must be an admin of the Facebook page or have the username/password to the Twitter account in order to run a campaign. 2. Payment – You need to have a credit card tied to that specific account (for Facebook this is set up through your personal account, for Twitter it is through the brand’s page). More tips to come…what questions do you have about social media advertising?
When driving North on I-65 I came across two billboards each a mile apart. The first was for a local mom and pop diner. On it was a picture of food and a call to action - the restaurant's phone number. From what I could tell it wasn't the type of joint you would need to call ahead for a reservation, so why was the phone number featured so prominently? The second billboard was for Burger King. It also had an image of food but in big bold letters it read: Turn right at the next exit. Followed by an arrow. Burger King nailed it. Granted they probably had a support of a large agency, but they clearly understood how the medium (a billboard in this case) worked.
Whether it's a poorly placed QR code or a text heavy Facebook post, people often fail to think about how the medium is being used by their customer. Here are two key questions to ask yourself when developing a campaign:
1. What is the information your customer needs to know?
2. What is the best way to deliver that information on the particular medium you are using?
If you are using mobile use wide ranging methods to reach your customer - less QR codes and Apps and more use of mobile web and SMS. Mobile search is often searching "in the moment" or "on the go." What types of information would your customers need to know as they are heading out to shop, eat, etc?
If you are using social be conscious of which platform you are using. Twitter behaves differently than Facebook which behaves differently than Pinterest. Make sure you are in the right space to reach your customers. On social media, what social currency can you give your followers so they'll help spread the word? Maybe it's a coupon, maybe a recipe or perhaps a bit of trivia. Think about information that is interesting and useful for your fan base while still helping you achieve your business goals.
No matter what the medium, it's important to understand how people are using it and to identify the critical information they need so you can make a sale. Sometimes it's as simple as a big yellow arrow pointing toward your next Whopper.