Social Media Marketing: Storytelling and Brand

 Pillar II: Branding Through Storytelling on Social Media

Now is the time to let consumers know what your company is all about.

Authentic Storytelling 

  • Origin Story- why did your company come to be?
    • Great example from High Brew Coffee:

Most company’s do not have a “sailing through the Caribbean Ocean” origin story.

There is value in the most basic story. It’s about communicating yourself in a way that connects with consumers. Authenticity always wins. Telling an authentic story enables consumers to relate their personal experiences with your brand.

The ability to unite an emotion with an idea is what makes a brand memorable. 

P&G connects one of the earliest human relationships with their brand in a big way. Brands that can unite an emotion with an idea will sell. 

The Story of Why You are in Business

Author and motivational speaker, Simon Sinek has the third highest viewed Ted Talk (over 29 million views at the time of writing this article) on, “How Great Leaders Inspire Action”. His great claim, “People do not buy what you do, they buy why you do it.”

Everybody is in business to make money, Sinek says, “this is a result”. Why you are in this business and not another is more important. Your choice to start a business or join a company was likely not a “light” decision. Communicate what you believe, and why it inspired a choice to be in the business.

Authentically communicating your “WHY”  builds trust, and trust sells.

Respect the Platforms

These storytelling tips permeate all platforms of social media. However, remember to always respect the unique aspects of each platform; from Twitter to Facebook, or Facebook to Instagram, etc., there a subtle differences.

For now, here are some resources to familiarize yourself with the social networks and their differences.

“People don’t buy products, but rather the stories that these products represent. Nor do they buy brands, but rather the myths and archetypes these brands represent.”

 

Search Engine Marketing Near Me: Pay Per Click

What is pay per click (PPC)?

Simply put, it is paid advertising on search engines like Google, Bing, and Yahoo!. These search engines allow bidding on industry relevant keywords to place your site/company/etc. at the top of the search list. In doing so, your site is placed in front of an audience that has high intent to take action on your page.

*The top five sites on the search list receive 75% of clicks*

Two common forms of PPC:

  1. Search Ads (most common)- seen at the top and bottom of search pages (i.e. [Ad])
  2. Remarketing Ads– the ads that follow you around from page to page once you’ve visited a particular site.

ADFly typically emphasizes search ad’s because they are less intrusive and searches are high-intent.

Campaign Strategy

PPC coupled with landing page optimization is the foundation for ADFly’s search engine marketing (SEM) campaigns. Landing pages are a great way to get specific about the different services you provide. Through optimization, landing pages are full of relevant information pertaining to high-intent searches. Therefore, you are more likely to appear at the top of the search list when your services are needed, not just when your name is searched.

ADFly uses a highly segmented approach to PPC: single keyword ad groups. Essentially, managers that use single keyword ad groups can ensure the keywords you bid on match what your potential customers are searching for. This increases click-through rates, quality score, and improved average position all while lowering cost per click.

Pro’s to Pay Per Click

  • Managers of a pay per click campaign make data driven decisions.
    • Maximizes reach
    • Maximizes response rate
    • Minimizes advertising expense
  • Expect to see results within a couple weeks.
    • Ability to precisely target demographics
    • Ability to precisely target by location
    • Managers can analyze search term relevance and make quick adjustments.

How Much Can You Expect to Pay?

The management cost for a pay per click campaign varies. Common factors affecting price are number of services to advertise, size of geographic targeting, and the type of campaign you wish to implement.

ADFly advises a minimum initial investment to begin collecting demographic and location data. Investment may increase when the target audience has been established.

 

 

Social Media Marketing: Community Engagement

ADFly’s “Three Pillar Approach” is a foundation for business social media campaigns.

By now you have probably recognized the significant attention on social media. If not, here is a figure for perspective: roughly 70% of United States Citizens use at least one form of social media per day.

What does this mean for your business? An opportunity to develop a social identity and interact with the online community at scale (~225,000,000 users/day).

Pillar I: Community Engagement

Participate in the community that you service.

  • Like, share, comment on local businesses and individual’s posts
  • Post valuable information for consumer benefit
  • Provide knowledge of the local community

“Why would I spend my busy work hours posting about things that are seemingly unrelated to my businesses offering?”

When you like, share, or comment on other’s posts, you do several things. First, it lets people know your business has a presence on social media, and that the account is active and engaging. Second, it portrays an interest in more than self-interest.

In a sense, you are creating an attractive brand personality that people in the local or online community want to associate with and engage in. More engagement leads to stronger brand relationships and greater sales opportunity.

Human Accounts>Robotic Accounts

The success of your social media campaign relies on perceived value.

Not every post has to have a call to action (BUY MY STUFF). In fact, you will surely lose the crucial relationships you have started building.

Take the perspective of the consumer. What do you want to see from your favorite brands on social media?

Adidas does a remarkable job in this Twitter post:

Why this is a great piece of social media content:

  • Timely (published only an hour after the conclusion of the match)
  • Features one of their premier athletes winning at the highest level
  • Shares in the excitement of the event with the brand’s large tennis community 
  • Subtle product placement
  • There are no “asks” or “calls to action”, but creates a desire to be a part of the winning brand

The company took advantage of the event and an endorsed athlete’s success to be human.

A professional athlete isn’t necessary for creating quality content. Value can be as simple as making sure the local community remembers tomorrow is garbage day (families everywhere will thank you).

Small business example: Katalyst Systems Impact

Happy 4th of July from KSI! #freedom

Posted by Katalyst Systems Impact on Tuesday, July 4, 2017

  • Emphasize relationships- the more people interact with your brand, the greater the opportunity for sales.
  • Get creative with posting- people are more willing to engage with accounts that both promote their brand and add to the social experience.
  • Make your account worth the follow, like or share by adding value (you don’t need a professional athlete).