Lorrie Thomas
Measuring Social Media Marketing Success

social media marketing successWhen I hear people talk about measuring social media marketing success in myopic terms like growing followers, or getting direct sales, I feel like a marketing intervention needs to be staged. Social media absolutely supports sales, but it’s a piece of the overall marketing puzzle. You can’t expect one social media post will make you money honey! For any of you wondering how to measure social media marketing success, here is what you need to know.

#1 – Start By Understanding the Five Factors for Social Media Marketing Success.
There are five factors for social marketing success: credibility, usability, visibility, salability, and scalability. Sales do not happen unless all factors are attended to. Knowing and managing these five factors will help get you know what to focus on, what needs to be optimized and where your strengths and weakness lie.

Credibility is believability. Social media marketing helps people know, like, and trust you. Are you sharing content that really matters? Are your cover photos designed to be on brand? Are you consistently posting content that benefits your target audience?

Usability is how easy your social media assets are to use. This can include the ease of being able to easily navigate or search your blog, having the right share widgets installed on your blog and optimized properly, or having the right Facebook template installed so your page is well organized.

Visibility is how well you are found on social media. You can be the most qualified expert or company, but if nobody knows about you, then you have a problem. Visibility can come from boosting Facebook posts, increasing your social media posts by using great tools like Hootsuite.com and being more mindful of using hashtags when you post. Blogging and social media content can also help boost your search engine visibility, so determine the right phrases to include in your posts.

Sellability is how well you help people understand your value. Every social media profile description needs to clearly communicate who you are, what you do and whom you serve. This includes your LinkedIn summary, Twitter description, Instagram description, Facebook about area and more.

Scalability is how solid your social media foundation is. When you create great content and you commit to creating content for social media regularly, this content is an investment! It builds and compounds over time like a great stock investment. I love how I am able to reference old blog posts by simply searching the blog toolbox. I have content to share for my company and my clients companies for a lifetime thanks to the continual development of quality content!

#2 – Measure Social Media Success Against Your Social Media Strategy 

We do not plan to fail, we fail to plan. What is your social media marketing strategy? Don’t have one? If you need help, know that your social media marketing needs to be bigger than you or your organization. Have an overarching theme – think broadly about the topics you will address. Learn more about this by reading my post on keeping social media strong. Part of your planning needs to include deciding who is responsible for managing your brand’s social media efforts. Neglected social media creates a poor impression of a business, just like an abandoned storefront. Ensure your social media cover photos are consistent with your brand, when you write posts, use phrases in your text or hashtags that you want to be searched and found on, and plan for outreach. Many brands build into their social media marketing plan a budget for Facebook ads, Instagram ads and sometimes initially search ads to drive traffic to a site or blog.

#3 – If You Don’t Think Your Social Media Marketing is Paying Off, Revisit Your Approach

It’s not uncommon to feel like your social media isn’t “successful”. When I was interviewed by Intuit’s Small Business blog for an article called, Why Social Media Isn’t Paying Off for Your Business, I outlined tips businesses can do to make their investment work. If you don’t feel like things are not working out for you with social media, follow these tips for social media marketing success:

  • Plan your social media marketing journey
  • Be conversational – this is social media after all!
  • Teach and educate, I call this markeding (marketing and education)
  • Make social connections
  • Have fun!

Social media marketing is a journey, NOT a destination. Success is about building trust, serving customers, supporting sales, increasing engagement, building your brand, boosting awareness and communicating news.

If you feel like you need social media support, don’t hesitate to reach out.
Virtual marketing hugs,

 

Lorrie Thomas
Blog Writing Optimization Tip: Cut Time Out of Text

Follow this simple tip to optimize your blog writing and reduce social media marketing stress:
When possible, cut dates and time references from your blog posts.

I’m a big believer in using old content to make new social media posts. Without dates and time references, your blog posts are more likely to remain timeless, which makes them easily re-share-able!

time content marketingTo keep old (but great) content current, remove the date stamp in your blog posts. A blog post that shows it was written years ago is often considered to a reader to be dated. By taking the dates off, you instantly remove this issue. I love being able to share great content my clients wrote that is years old, seeing one great effort getting more marketing mileage makes me so happy!

The other simple blog writing optimization tip is to avoid time references in text. For example, words like “recently” or “today” or “this week” as in no time at all the post will not be recent, today or the week you write it.

Blogging is one of the best things you can do to brand, build and boost business. If you are going to take the time to write a great blog post, recycle it. Cutting time references helps make content repurposing seamless!

Happy, healthy marketing!

 

Anne Orfila
Old School Rules Still Apply in The New Web World

I have been in the wild web world longer than many of you who are reading this. I’m a Gen X, not a Millennial. Most likely, the biggest differentiating factor between me and a Millennial who is doing the same type of web marketing work as I currently am, is that I worked in an office. Sure, sure, you’re saying that so have you. But my first job was in a serious mega corporation that wasn’t full of young people aspiring to hit it big with IPOs and stock options. My employer was already on the stock market and I had the bigwigs from New York breathing down my neck for sales revenue reports, forecasts, and whatever else they needed. This also happened to be my first job out of college. I was young, but eager to be a team player, and a fast learner. What I learned in those 3 years of corporate life was something I have taken with me to every job since. Old school office etiquette works wonders. Even in this current fast-paced web world.

Mind your manners in the wild web world. What is old school etiquette in the office? Basically, it’s using proper manners in the workplace. Etiquette applies to “netiquette” too! Show respect to your coworkers and their privacy, speak (or email or call) politely, mind your (political, religious, controversial) opinions, use “please” and “thank you” whenever appropriate, keep your voice down, ask to borrow other people’s office supplies, keep team members in the loop, show up to meetings on time, stay at home when you are sick (unless you are already home, then just be thankful for your work-from-home job!)

I’ve been working at home for more than a decade, but I never let my etiquette slip. Since my clients, and Web Marketing Therapy coworkers are all over the U.S., all of my work and most of my correspondence is done electronically so my office manners have been transposed a bit to fit the web world, but the gist is still the same.

Follow These Old-School Rules in Today’s New-School Web World:

  • Keep your emails clear, polite, to the point, and prompt. If there is something you need, be clear to ask for it…nicely!
  • Emails should not be one word or in all lowercase. I don’t care if you reply from your phone! You don’t talk in one word sentences (and even if you do), your emails should not just be one word sentences.
  • Address the recipient with a pleasant greeting such as “Dear xxx”, “Good Morning, xxx”. Not “Hey”
  • Confirm receipt of work emails from clients, even if you haven’t completed it. Occasionally something doesn’t get delivered and if your client is used to a confirmation, than they’ll know if you haven’t received their email.
  • Use “please” and “thank you” whenever necessary.
  • Your email subject needs to reflect what your email is about.
  • Don’t forward anything personal (jokes, political statements, funny cartoons, chain letters, etc.,) to clients, even if you are on “friendly” terms.
  • Stick to a basic font (Arial, Helvetica), in a “regular” size, and use black.
  • Do not use ALL CAPS, EVER.
  • No profanity belongs in any client email.
  • Temper the exclamation points, the bolded words, and underlining.
  • Avoid shortcuts for words: “u” for “you”, “bc” for “because”, “gr8” for “great” and so forth.
  • Use emoticons sparingly.
  • If there are multiple people on a message you receive, decipher whether it is appropriate to “reply all” or to just reply to the sender.
  • Keep your client or coworkers in the loop. You may be half way through a project, but it’s always nice to send them a brief status email update so they know that you are working on it.
  • Sign off your emails with a pleasantry such as “Sincerely”, “Warm Regards”, “Kind Regards” and include a signature with your contact information.
  • Notify clients and coworkers of vacations or times when you are away from your office.
  • Use your out-of-office assistant when taking extended time away from work.

Whether you are Gen X or a Millennial, don’t be afraid to throw in some old school office etiquette in the new wild web world. After all, courtesy, respect, and professionalism never go out of style.

Anne Orfila
How to Set Up a Facebook Messenger Auto Reply

While the web never sleeps, most companies are not (and cannot be!) online 24/7. While many business owners check their email and voicemail accounts religiously (ahem, we know who you are!), some may forget – or check less often – other messaging services like Facebook Messenger. Although you can’t always reply quickly to messages you receive via Facebook Messenger, you want to make sure that potential customers feel heard and don’t slip through the cracks. Slow is the same as stop on the web! 🙂

One way to make sure your potential customers voices are “heard” even when you are not online is to set up an instant auto reply to any Facebook messages that come through. Facebook gives you the opportunity to set up an auto response with the “Response Assistant” setting. Note that you have to be on a business template to have this service (learn more about Facebook templates in our WMT blog post).

The cool thing about setting up a Facebook Messenger auto reply is that it is customizable (up to 250 characters). If you are not a Facebook Messenger person, direct them to call you, email you, visit your website (or all 3!). You can also personalize it to reply with person’s first name (or last name) so the message seems less generic. Here’s an example of ours:

Facebook Tip: Setting Up an Auto Reply on Facebook Messenger

To set your autoreply, go to your Facebook page and go to to ‘Settings’ > ‘Messaging’ and choose ‘Response Assistant’.

How to set up a Facebook Messenger Auto Reply

 

Click ‘Yes’ next to Response Assistant (lower in the page) and start composing your message.

Setting Up a Facebook Message Auto Response
Setting up your Facebook Response Assistant is one of the easiest tasks that you can do. We recommend you utilize this feature – even if you are good about responding to Facebook messages – because it lets the sender know that their message is valued and that you won’t leave them hanging.

Happy Social Media Marketing!

Anne Orfila
Boost Your Facebook Business Page with a Template

Can you think of a business – large or small – that doesn’t have a Facebook page?

Since most businesses have a Facebook page, you need to always be looking for ways to stand out and make yours count.

Make sure your Facebook page is user-friendly, understandable, easy to navigate and sells your product, brand, service, etc., Here is an easy way to help do this:

Give your Facebook Business Page a Boost – Assign it a “Template”.
There are 7 Facebook page templates available that have built-in default buttons and tabs specifically designed to help your type of Facebook business page. The templates are:

  • Services: This template is designed to help people find your services and get in touch. The “Call Now” button encourages people to take action.
  • Business: This is great for B2B Facebook pages. It helps you manage ways to post jobs and special offers.
  • Venues: Use the Venue template for Facebook business pages that host gatherings and events. It can highlight useful information like your venue’s hours, location, and upcoming events. A “Learn More” button encourages users to find out more about what is going on.
  • Nonprofit: This template highlights your cause and encourages people to fundraise and donate to your nonprofit.
  • Restaurants & Cafes: Use this template to highlight information about your menu, hours, location, and photos.
  • Shopping: This template is designed to showcase products and make it easy for people to shop online.
  • Politicians: This template helps politicians reach their supporters and communicate their message.

To choose the template that is right for you, go to ‘Settings’ > ‘Edit Page’ and ‘Templates’ will show up. Click ‘Edit’ to see the 7 options. Select your template from the list.

Boost Your Facebook Business Page - Web Marketing Tips

*We selected the ‘Services’ template for our WMT Facebook page!

Once you have selected your template, you can further customize your page by turning ‘On’ or ‘Off’ the Tabs that you want to appear on your Facebook business page. Pay attention because everything listed is what is appearing on your Facebook page! Chances are you do not need all those tabs.

Facebook Business Page Templates

 

 

 

 

 

 

 

 

 

 

 

If there is a tab that does not pertain to your business and you wish to turn ‘Off’, click on the ‘Settings’ button next to it.

When you turn it ‘Off’, it will no longer be displayed on your Facebook page.

 

web marketing therapy Facebook tips

Your tabs are displayed in the left column on your Facebook page and look like this to people who visit your page:

Facebook Business Template Tips from Web Marketing Therapy

One last thing! If you selected a ‘Services’ template, don’t forget to add your phone number to the ‘Call Now’ button that is located below your cover photo on the right side. Click on it to add your contact phone number. After that is done, you can hover over the button will bring up other editing options.

Boost Your Facebook Business Page with a Template

 

You’re almost done! Once your tabs are chosen and your phone number is set up, go back to your Facebook business page and review the changes. Click on the tabs, make sure everything is linking properly, and all information is appearing in the order that you wish to see it.

It looks like template options for Facebook business pages was rolled out in the beginning of this year. In my investigation, many businesses have not yet taken advantage of them! If you haven’t, I highly recommend that you jump in there now and make these simple changes to give your Facebook business page a boost.

Happy Social Media Marketing!

Lorrie Thomas
Easy Content Creation Ideas – Healthy Hashtag Help

Do you ever have those “what the heck should I post to social media?!” moments? We get it, we’ve been there. Spare unnecessary social media marketing stress – schedule posts in advance with a little help from some healthy hashtags.

The hashtags below are ones that can help guide your post creation. You don’t have to post to all of these every week (be natural!), these are simply suggestions when you have social media content writing block 🙂

Mondays:

      • #MusicMonday – Share what you are listening to.
        Example post: Focus time at @WebMarketing_RX. Headphones on, listening to Classical For Studying station on @pandoramusic. #MusicMonday
      • #motivationmonday – Post content that is motivational to your audience. Images are content too ya know!
        Example post: Why dream of success when you can wake up and work for it? #mondaymotivation #wildwebwomen

Tuesdays: 

          • #TravelTuesday – Where are you working from today? Share where and tag the location if that works for you!
          • #TuesdayTreat – What are you treating yourself to today? Also a great opportunity to tag other brands for more connection
          • #TipTuesday – We love this one. Giving your audience tips is a healthy way to keep people happy!
            Example post: Don’t stress about content marketing! Use this simple #contentmarketing tip! #TipTuesday http://ow.ly/jewH30aVg7c

Wednesdays:

          • #WisdomWednesday – Share quotes or wise advice. Images work really well for this one!
            Example post: “Do or do not; there is no try.” -Yoda #wisdomwednesday
          • #WomanCrushWednesday – We also run a women’s coaching and community site called WildWebWomen.com so we looove sharing women who inspire us with this one!
          • #WellnessWednesday. Self-explanatory.
            Example Post: Stop Business Stress and Anxiety – Start with Exercise https://shar.es/1QPVzY via @WebMarketing_RX  #WellnessWednesday

Thursdays: 

          • #ThankfulThursday -Share reasons to be thankful. For us, we are thankful for our work from home jobs. You can also share things you are thankful for, people you are thankful for.
          • #ThursdayFunday – Post fun finds!

Fridays:

      • #FollowFriday – This is a fun one to give love to people you like! #FF is also used for Follow Friday.
      • #FridayFunday – like #ThursdayFunDay, share fun things!
      • #FridayReads – Give a shout out for great blog posts/books to share!

If this post was helpful, click to tweet it! Happy Content Marketing!