Tag Archives: social media marketing

The Art of Emotion and Why It’s Necessary in Online Marketing

Guest post from writer Nathan Sykes

Consumers emotionally engaged by your content are more likely to trust your brand, more likely to purchase and more likely to forgive any mistakes. Consumers are increasingly becoming savvier to classic marketing techniques. For this reason, it is important to become emotionally articulate to move your brand’s marketing forward.

The majority of markets are more saturated than they were decades ago. If you offer a service with no emotional connection and the consumer has a bad experience with your company, they have no reason to return when there are so many companies that offer the same services you do. That’s why it’s so important to engage emotionally. Ignite a passion for your brand, so it’s harder for consumers to pull away in the event of a poor experience. Generate enthusiasm for content consumers will organically circulate with friends.

Use Imagery
Take a cue from modern art. Powerful imagery and color evoke strong emotion. A tropical backdrop dripping with fresh fruit appeals to audiences stuck inside in winter snowstorms. The scene makes the viewer long for warmer weather and thankful for the feeling your image gave them, an example of positive emotional interaction between a brand and a consumer.

Be Genuine
Consumers are looking for genuine emotions. They are aware brands are eliciting emotional responses for profit. For this reason, the targeted positive emotion your campaign reflects should seamlessly fit into your brand identity.

Ram’s 2018 Super Bowl ad laden with pickup trucks and Martin Luther King Jr.’s voiceover received heavy criticism. Many felt it was a misappropriation to have the civil rights leader’s words sell trucks, as it trivializes words meant to move a nation forward. Consumers can sniff out blatant attempts of virtue signaling. They are not impressed by low-effort campaigns that come across like emotional manipulation.

Use Video Content
Younger generations are turning to YouTube for entertainment. In a world where technology continues to overtake human interaction, the video platform satiates hunger for human connection.

This channel offers an incredibly lucrative avenue for marketers. At the end of many successful videos, YouTubers thank one or more sponsors. Viewers have more patience for this type of advertising because it comes at the end of the video content they’ve already emotionally connected with, it usually shares a connection with that content and you’ve let them enjoy their viewing without any interruption.

Stay Relevant
Pop culture is moving at high speed. Gone are the days where advertisers can meticulously craft marketing campaigns for months on end without tinkering. You should certainly spend time carefully building campaigns through research, but be open to changing social media marketing with evolving social trends.

Break Down the Barriers and Engage
It’s not enough to have static social media pages. Consumers want to know a real person is behind the computer coordinating efforts. Like images that use relevant hashtags to your brand on Instagram to gain new followers and comment back on your latest Twitter reply. Consumers love when brands respond to their inquiries, gravitating away from the corporate facade.

It’s a tall order to couple emotional intelligence with marketing ingenuity. Get it right, and you will see fervor for your brand increase exponentially. Get it wrong, and you could receive intense backlash from enthusiastic proponents. By sticking to positive emotions, staying true to your business’ roots and highlighting the human aspects of your company, you are likely to be on the right track.

Bio: Nathan Sykes writes about business and business technology online. To read Nathan’s most current articles, follow him on Twitter @nathansykestech.

Anne Orfila
2018 Social Media Marketing Plan and Recommendations

Has the New Year brought a new focus to your social media marketing plan? 

Image via Pixabay.comIf you are sticking to the same-old 2017 social media marketing plan, than this blog post is for you! As the world wide web is constantly shifting and changing, so is social media. Some changes are little, some are big, but all should be paid close attention to if you want to keep your marketing strategy at the forefront. Read on for highlights from some of the major platform players and our recommendations.

Facebook – There will be a shift in the 2018 Facebook newsfeed to focus on organic posts that friends and family share to maximize “meaningful interaction” amongst users. Live streaming popularity will grow more. In terms of advertising, stricter “codes of conduct” were enforced in 2017 and will continue moving forward (Facebook hired more staff specifically for “content monitoring”).

Facebook Recommendation – If you are doing organic posting, keep it up. The more “spontaneous” and the less ad-like, the better. These types of “real life” posts tend to generate more “likes” and comments. Don’t be afraid to include questions to engage your audience. If you do not advertise with Facebook, consider it. As the Facebook feed begins to show more posts that are friends/family oriented, your business posts might get seen less. So the one way to get posts shown is to pay for them. In some cases, money does talk! Also, any ads that you pay for on Facebook will get shown on Instagram too. This is huge because Instagram is huge (see next point).

Instagram – Instagram announced that approximately 800 million people use Instagram every month. It is popular across the generations and not going away any time soon.

Instagram Recommendation – Keep your marketing up on Instagram. Post more frequently than you did in 2017 (which may be daily for some businesses or three times a week or four times a day; whatever you did last year, try to up it). Create a unique hashtag for your brand or business and use it on every post. Post a wide variety of content including videos, tips, quotes, and pictures (that you took, not stock photos). Utilize Instagram stories (which is more popular than Snapchat) to highlight photos or videos. These are highlighted at the top of the page in a bar that people can scroll through so they have great visibility and they expire after 24 hours, creating a sense of FOMO (Fear Of Missing Out) which makes people “want” to view them.

Twitter – Twitter was the slowest growing social media platform in 2017 and will most likely continue to struggle. They increased the character count (to 280) but may switch things up in 2018 to get the audience excited again.

Twitter Recommendation – Keep an eye on Twitter but if funds or time is limited, focus more efforts elsewhere.

Google+ – Although not as widely popular as other platforms, it is a powerful search engine tool for companies because the content gets indexed and shows up in search results. Only 70% of companies have a Google+ profile.

Google+ Recommendation – Don’t have a Google+ profile? Get one! The benefit of indexing and appearing in search results in the world’s most popular search engine is worth it, even if your Google+ audience is small.

Pinterest – Pinterest has over 200 million monthly users and they have some unique features – such as Pinterest Lens, Buyable Pins, and Rich Pins – that keep users on Pinterest and, more importantly, keeps them coming back. 2018 will see more advancement in their in-stream buying options which makes it easy for users to move from a pin to a purchase without leaving the app.

Pinterest Recommendation – Keep your Pinterest account current and robust. Post to your account but also follow and re-pin content that is valuable to your brand or business. If you sell items online, try Buyable Pins. You have nothing to lose and only revenue to gain.

LinkedIn – Here’s a secret about LinkedIn. This platform is not just for connecting business people. Many businesses have a LinkedIn company page to increase their company’s visibility and credibility. Recent research shows that LinkedIn is 277% more effective at lead generation than Facebook or Twitter and members are 50% more likely to purchase from a company they engage with on LinkedIn.

LinkedIn Recommendation – If your company does not have a LinkedIn page, you need to add this to your social media arsenal ASAP. Note that the LinkedIn page needs to be separate from your personal page. If you do have a LinkedIn company page, keep it current with advice, educational information, inspirational quotes, and updates on your company. Don’t forget to invite your LinkedIn connections to follow it.

Blog – A blog keeps your website “active” and provides useful up-to-date information to your readers. It also gives your brand or business a “voice” that is more intimate than the content on your website which can create (or further) relationships and trust within your audience.

Blog Recommendation – Some people find that it’s hard to write or hard to find the time to write something lengthy. All blog posts do not have to be novellas! If you are struggling with blog writing, develop a strategy that is easy to stick to (perhaps three posts a month to 1) promote a product 2) highlight an employee 3) post your favorite motivational quote). Or if blog writing consistently is too intimidating – or time consuming – hire someone who can do it best for you!

When you are planning your social media marketing plan, keep in mind: 

The 5 top reasons people follow brands on social media are for:

  1. Promotions and discounts
  2. Information and updates
  3. Customer service
  4. Entertaining content
  5. Ability to offer feedback

Final recommendation – 2018 social media marketing is going “back to basics”. Posts should be more relatable on a personal level and less like an ad (unless you are paying for ads!).

We wish you happy, healthy marketing in 2018!



Kelly Kohen
Easy Social Media Content – December National Days

Ah, December! The month that is filled with holiday cheer, Santa, bells ringing, Christmas music (that started before Thanksgiving-seriously?!?) and the end of year celebrations. Although some might think of those things during December, there are quite a few lesser known December days you can celebrate as well! These make great content for social media engagement.

Say goodbye to the Twelve Days of Christmas and Hello to some other fun and random celebrations!

December 1

AIDS Awareness Day

Eat a Red Apple Day

Faux Fur Friday

December 2

First Sunday of Advent

National Fritters Day

Mutt Day

December 3

National Roof Over Your Head Day

December 4

Santa’s List Day

Wear Brown Shoes Day

Sock Day

Cookie Day

December 5

Bathtub Party Day

Repeal Day—the 21st Amendment ends Prohibition

Ninja Day

December 6

St. Nicholas Day

Mitten Tree Day

Put On Your Own Shoes Day

Miners’ Day

December 7

Pearl Harbor Remembrance

International Civil Aviation Day

Letter Writing Day

National Cotton Candy Day

December 8

National Brownie Day

December 9

Christmas Card Day

National Pastry Day

December 10

Human Rights Day

Nobel Prize Day

December 11

National Noodle Ring Day

International Mountain Day

December 12

Hanukkah begins at sundown

Poinsettia Day

Gingerbread House Day

December 13

Violin Day

National Cocoa Day

National Day of the Horse

December 14

National Bouillabaisse Day

Monkey Day

December 15

Bill of Rights Day

National Lemon Cupcake Day

Cat Herders Day

National Ugly Christmas Sweater Day

Underdog Day

December 16

National Chocolate Covered Anything Day

December 17

Wright Brothers Day

National Maple Syrup Day

December 18

Bake Cookies Day

December 19

National Hard Candy Day

National Oatmeal Muffin Day

December 20

National Sangria Day

Go Caroling Day

December 21

Winter Solstice

First Day of Winter

Humbug Day

National Flashlight Day

Look on the Bright Side Day

 December 22

National Date Nut Bread Day

December 23

National Pfeffernüsse Day


Roots Day

December 24

Christmas Eve

National Chocolate Day

National Eggnog Day

December 25


National Pumpkin Pie Day

December 26

National Candy Cane Day

Boxing Day

Thank You Note Day

National Whiners Day

December 27

Make Cut Out Snowflakes Day

National Fruitcake Day

December 28

Card Playing Day

National Chocolate Candy Day

December 29

Pepper Pot Day

Tick Tock Day

No Interruptions Day

December 30

National Bicarbonate of Soda Day

Bacon Day

December 31

New Year’s Eve

Unlucky Day

National Champagne Day

Which days are on brand with your business or in line with your clients and customers? Pick days that help you connect with others through social media and then share them on Facebook, Twitter, Google+ or LinkedIn. National Days are a fun and easy way to create content easily.

Simple graphics are eye candy for your social media platforms! Have fun creating colorful graphics through simple and free tools such as Canva.com and pick royalty free images from Pixabay or Unsplash.

Happy Holidays!

Katherine L. Garcia
Canva Tip of The Month: Explore Templates

I’ve been using Canva for years to support clients with their social media marketing and content marketing efforts. In the beginning, design options were limited so most of the graphics I would design were from scratch.

Now all that hassle is not needed as Canva provides hundreds of templates for you to use. To help spare you any social media stress, I am sharing some tips below so you can be empowered to get more out of this wonderful image-creating solution!

Templates are pre-made designs Canva offers for web or print. They offer pre-made blog graphics, presentations, social media covers designs, flyers, posters, invitations and so much more. Once you select the template you want to use, you can edit the font, color, photos, and if you’re a paying customer, you can change the size of the design.

Templates are great for entrepreneurs who are non-designers! With templates, you can make professional looking graphics and since templates are pre-designed, it saves you a lot of time – no need to start from a blank page.

The templates can be found on the left side of the Canva website, once you’re logged in. Under Explore Templates.

Once you click on Explore Templates, I suggest using their search bar. Let’s say you’re looking to design a social media graphic for Thanksgiving. In the search bar, type ‘Thanksgiving’. 10+ pages of Thanksgiving-related designs pop up.

When choosing a template, don’t focus too much on the color or the font used because that can be changed. Instead, focus on the overall feel. Ask yourself, does this graphic go well with my brand?

Also, you’ll notice that some of your template options will be posters, post cards, social graphics, etc. You don’t have to worry about this if you pay for Canva for Work, which I strongly suggest you do because then you can choose any template and easily resize the design to your liking.

If you do not pay for Canva for Work, then you have to choose a template specific to the type of design you’re creating. If you’re creating a graphic to post on social media, you’d need to choose a template that’s a social graphic.

Since we are paying customers, we chose this design; a postcard.

First things first, let’s resize the image into a graphic that can be posted on social media. We always resize it to the Instagram size option Canva provides because we’ve noticed that size is larger than the other social graphic options in Canva.

Here’s how to change the dimensions of the graphic (remember, this only applies to Canva for Work customers!): Click on File -> Change Dimension -> Instagram Post.

Ta-Da! Our design went from post card dimensions to Instagram.

After you resized your image, you have to edit it to reflect your brand. In this case, I’m going to change the color, the font, and the messaging to be more on brand with Web Marketing Therapy.

Here’s the final product:

All done!

My favorite part of Canva is that your templates are automatically saved. So let’s say you use Canva to design a flyer about a workshop you’re going to host. And then let’s say a few weeks later, you have another workshop coming up. Well, you can use the same template that you edited prior, just change the details. Easy peasy. Ah, Canva rocks!

Have Canva questions? Ask them below and we’ll happily answer them!

Easy Social Media Content – October National Days

Do you struggle with creating social media content on a regular basis?

You aren’t alone, which is why we are here to help! October is right around the corner and the national days are plentiful next month! Don’t miss out on opportunities to connect with other like-minded fans through your branded social media content celebrating the following days!

October 1st
Fire Pup Day
National Homemade Cookies Day

October 2nd

National Consignment Day – First Monday in October*
National Custodial Workers Recognition Day
National Name Your Car Day
National Fried Scallops Day
National Child Health Day – First Monday in October

October 3rd
National Techies Day
National Boyfriend Day

October 4th
National Taco Day
National Golf Lover’s Day
National Vodka Day
National Walk to School Day – First Wednesday in October
National Pumpkin Seed Day – First Wednesday in October

October 5th
National Get Funky Day *
National Rhode Island Day
National Do Something Nice Day
National Apple Betty Day

October 6th
National Mad Hatter Day
National German-American Day
National Noodle Day
National Manufacturing Day – First Friday in October

October 7th
National LED Light Day *
National Frappe Day
National Inner Beauty Day*

October 8th
National Fluffernutter Day
National Pierogi Day
American Touch Tag Day
Clergy Appreciation Day(or Pastor Appreciation Day or Ministry Appreciation Day)(No official sponsor) – Second Sunday in October

October 9th
National Leif Erikson Day
National Pro-Life Cupcake Day
National Moldy Cheese Day
National Chess Day
National Online Bank Day* – Second Monday in October
National Kick Butt Day – Second Monday in October
Native American Day – Second Monday in October
Columbus Day  – Second Monday in October

October 10th
National Angel Food Cake Day
National Cake Decorating Day
National Handbag Day

October 11th
National Sausage Pizza Day
National Coming Out Day
General Pulaski Memorial Day
National Fossil Day – On Wednesday of Second Full Week in October
National Emergency Nurse’s Day – Second Wednesday in October
National Bring Your Teddy Bear to Work/School Day – Second Wednesday in October
National Stop Bullying Day – Second Wednesday in October
National Take Your Parents To Lunch Day – Changes Annually (Tentative 2017 date)

October 12th
National Savings Day *
National Vermont Day
National Freethought Day
National Farmer’s Day
National Gumbo Day

October 13th
National Train Your Brain Day
National Yorkshire Pudding Day
Navy Birthday
National No Bra Day

October 14th
National Dessert Day
Be Bald and Be Free Day
National Costume Swap Day – Second Saturday in October
National Motorcycle Ride Day* – Second Saturday in October

October 15th
National Aesthetician Day*
National Cheese Curd Day
National I Love Lucy Day
National Grouch Day
National Latino AIDS Awareness Day
National Pregnancy and Infant Loss Awareness Day
National White Cane Safety Day

October 16th
National Liqueur Day
National Dictionary Day
National Feral Cat Day
Department Store Day
Boss’s Day (or National Boss’s Day) – Annually Oct. 16 unless it falls on a weekend. Then it’s the closest workday.
National Clean Your Virtual Desktop Day – Third Monday in October

October 17th
National  Edge Day
National Mulligan Day
National Pasta Day
Black Poetry Day
Pro-Life Day of Silent Solidarity – Third Tuesday in October
National Pharmacy Technician Day – Third Tuesday in October

October 18th
National Chocolate Cupcake Day
National No Beard Day
BRA Day USA – Third Wednesday in October
Hagfish Day – Third Wednesday in October
Support Your Local Chamber of Commerce – Third Wednesday in October
Medical Assistants Recognition Day – On Wednesday of Third Full Week in October

October 19th
National Kentucky Day
National Seafood Bisque Day
National LGBT Center Awareness Day
National Get Smart About Credit Day – Third Thursday in October
Get to Know Your Customers Day – Third Thursday of Each Quarter (January, April, July, October)

October 20th
National Brandied Fruit Day
National Mammography Day – Third Friday in October

October 21st
National Pumpkin Cheesecake Day
National Reptile Awareness Day
National Sweetest Day – Third Saturday in October

October 22nd
National Nut Day
National Color Day
National Mother-in-Law Day – Fourth Sunday in October

October 23rd
National Boston Cream Pie Day
National Mole Day
National TV Talk Show Host Day (Johnny Carson’s birthday)
Swallows Depart from San Juan Capistrano Day
iPod Day

October 24th
National Food Day
National Bologna Day
United Nations Day

October 25th
National Greasy Food Day
Sourest Day
Chucky, The Notorious Killer Doll Day

October 26th
National Tennessee Day
National Day of the Deployed
National Mule Day
National Pumpkin Day
National Mincemeat Day

October 27th
National American Beer Day
Navy Day
National Black Cat Day
National Pharmacy Buyer Day – Friday of Last Full Week in October
National Frankenstein Friday – Last Friday in October
National Breadstick Day – Last Friday in October

October 28th
National Chocolate Day
National Make A Difference Day – Fourth Saturday in October

October 29th
National Cat Day
National Oatmeal Day
National Hermit Day

October 30th
National Speak Up For Service Day
National Publicist Day
National Candy Corn Day

October 31st
National Caramel Apple Day
National Knock-Knock Jokes Day
National Magic Day
Girl Scout Founder’s Day

WOW-there are a LOT of days there! Which ones will you be celebrating? My favorite ones tend to be the food days! I love any excuse to enjoy my favorite foods! Although I’m pretty sure I don’t need to celebrate Moldy Cheese Day on October 9th. YUCK!

Another way to maximize the exposure that National Days can provide is through creating new ways that your business can celebrate special days. For instance, October 28th is Make a Difference Day. I love the idea of making a difference, big or small! This is your chance to get creative in how you celebrate and how you connect with clients.

Lorrie has often said that marketing is the act of building awareness, connecting, communicating, serving, supporting…all to make sales. National Days are an easy way to make your marketing count!

Kelly Kohen
Easy Social Media Content Creation with National Days

Social media marketing is here to stay, but sometimes it’s difficult to find relevant content to share with your readers on a regular basis. One super easy tip to creating easy content is to do a quick search for National Days for the current month. There are a variety of specific days that might relate to your audience and provide fun and informative content. You can simply share your support of the day or create fun infographics using a platform such as Canva.com to create beautiful images.

For example, here is a list of National Days remaining in September. While I might not feel like celebrating National Corned Beef Hash Day, as a woman in business, you can bet I will be celebrating American Business Women’s Day this Friday. One of my other favorites was National Ice Cream Month! Yes, please!

September 20th

National String Cheese Day *
National Punch Day

September 21st

National Pecan Cookie Day
National New York Day

September 22nd

National Legwear Day *
National BRAVE Day*
National Centenarian’s Day
National White Chocolate Day
American Business Women’s Day
Car Free Day
Dear Diary Day
Elephant Appreciation Day
Hobbit Day
National Ice Cream Cone Day
Autumnal Equinox – Changes Annually September 22, 2016

September 23rd

National Teal Talk Day*
National Snack Stick Day
National Singles Day
National Checkers/Dogs in Politics Day
National Great American Pot Pie Day
Celebrate Bisexuality Day
Restless Legs Awareness Day(Different sponsor from the July Weekly Observance)
Innergize Day – Day after the Autumn Equinox
National Hunting and Fishing Day – Fourth Saturday in September

September 24th

National Cherries Jubilee Day
National Punctuation Day
Schwenkfelder Thanksgiving
National Gold Star Mother’s Day – Last Sunday in September

September 25th

National Lobster Day
National One-Hit Wonder Day
National Comic Book Day
National Tune-Up Day
National Research Administrator Day
Math Storytelling Day

September 26th

National Situational Awareness Day
National Compliance Officer Day
National Dumpling Day
National Johnny Appleseed Day
National Shamu the Whale Day
National Pancake Day
National Woman Road Warrior Day – Fourth Tuesday in September
National Voter Registration Day – Fourth Tuesday in September

September 27th

National Chocolate Milk Day
National Crush a Can Day
National Corned Beef Hash Day
National Women’s Health & Fitness Day – Last Wednesday in September

September 28th

National North Carolina Day
National Drink Beer Day
National Good Neighbor Day(Used to be on 4th Sunday)
National Strawberry Cream Pie Day

September 29th

National Coffee Day
National Gay Men’s HIV/AIDS Awareness Day – Last Friday in September

September 30th

National Ghost Hunting Day – Last Saturday in September
National Chewing Gum Day
National Mud Pack Day
National Hot Mulled Cider Day
National Public Lands Day – Usually Last Saturday in September
Save Your Photos Day
National Family Health and Fitness Day USA – Last Saturday in September

Now that you have some inspiration or shared a few laughs looking through this list, start creating your social media content, so you are ready for the National Days that resonate with you and your brand and you will be ready to fill your social media calendar!