Dani

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February 26 2020

Social Media Contests: Are You Following the Right Trend?

Dani Social Media Marketing digital advertising, Social Media, social media contests, social media marketing

More than 70% of Americans have either entered a contest or played an online game. Why do you think this is? According to recent research, social media contests and games are an entertaining way to market certain services. While they give the user the notion that they are playing a fun game, these contests can actually work very hard for a company’s product or service by building brand awareness, generating sales leads, and strengthening relationships with customers.

Of course, being that it’s fun, you’re probably saying, “Great! Let’s do it!” While enthusiasm is certainly wonderful when starting a project, it takes a lot more than just excitement to build an online contest. So, let’s slow down a bit and take a look at what it really takes. Like any platform initiative – yes, this is marketing, even though it feels more like entertainment – putting together a social media contest takes planning.

To break it down, let’s look at it as planning and taking a trip:

Where do you want to go and how will you get there?

Think of the roads you’ll take as the social media platform rules you must follow. Before you set out, make sure you have a clear understanding of each platform’s social engagement rules. We’ll first look at Pinterest, then Twitter, followed by Instagram and Facebook.

Pinterest is like a good pal. “Hey, nothing to worry about, just a few simple rules we’d like you to follow.” Pinterest appears to be the most laid back with their contest rules. The platform actually doesn’t have specific rules for contests, so just make sure you follow a few general guidelines.

Popular Pinterest promotions:

Pin it to win it – Participants simply pin a photo to enter.
Board contest – Contestants create a board around a theme you choose. The board with the most likes/repins wins.

Twitter

Twitter is as equally laid back as Pinterest. Among a few other things, they ask that you “discourage participants from creating multiple accounts to enter your contest and discourage your followers from sending the same tweet multiple times”. You can view Twitter’s full list of guidelines here.

Popular Twitter promotions:

Sweepstakes – Contestants tweet/retweet something to enter a drawing or fill out a form.
Hashtag contest – Create a themed hashtag that asks people to respond with a clever or smart tweet that aligns with your brand or initiative.

Instagram

Now, onto Instagram. Instagram is another platform that keeps its rules for promotions and contests simple, but as a subsidiary of Facebook, it does take them very seriously. Their rules include “you must not inaccurately tag content or encourage users to inaccurately tag content, acknowledge that the promotion is in no way sponsored, endorsed or administered by, or associated with Instagram, and accept full responsibility for the lawful operation of your promotion.” Not too bad, right?

Popular Instagram promotions:

Like or repost to win – Another sweepstakes contest that’s easy to enter. You can have people share a specific photo on their accounts and tag your brand.
Caption this – You post a photo and people can enter by coming up with a creative and hilarious caption. Be sure to filter through any negative comments that may come in along the way.

Facebook

Facebook, unlike its social media compadres, has very strict guidelines when it comes to contests. You can view Facebook’s guidelines here. To give you a broad stroke definition, Facebook makes it abundantly clear that “you, and solely you, are responsible for the lawful operation of your promotion.” Facebook even goes as far to say that each participant must agree to a complete “release” of the platform, acknowledging that the promotion is “in no way sponsored, administered by, or associated with Facebook.” Friend connections and personal timelines must not be used, i.e., (ex: “share on your timeline to enter” or “share on your friend’s timeline to get additional entries,” and “tag your friends in this post to enter” are not permitted). Lastly, Facebook mentions “if you use our service to administer your promotion, you do so at your own risk.”

Popular Facebook promotions:

Sweepstakes/giveaway – The most common; these traditionally generate the most participants.
Photo and/or video contest – Participants simply post photos and/or videos around a specific theme for likes and comments. Whoever gets the most, wins.

What do you need to make this trip happen?

You’ll want to set your SMART goals (Specific, Measurable, Achievable, Relevant, and Time-Bound) in order to learn and build upon your initiative. Setting these goals will provide you with the next-level parameters you must address.

How much should you spend?
How long will the contest/promotion run? (According to kontestapp.com the ideal duration for your campaign is either 25 or 60 days)
What are you hoping to achieve? Increase brand engagement and your following on social? Build your database or generate awareness of a new product or service?
What will you offer as a “prize” and is it worth the participant’s effort to enter?

Do not try this at home

More questions may arise during this process than answers, which is why a social media promotion is not something you simply “throw out there.” Planning and executing a successful social media promotion can be a daunting task… unless you’re a pro. Again, like any marketing initiative, it pays – both literally and figuratively – to seek professional help.

We’re here to help! Have a question? Seeking guidance on any of the above? Contact Ligon Marketing today and we’d be happy to help you plan the perfect social media contest or promotion.

February 3 2020

Influencer Marketing. Influencers Say it Works!

Dani Advertising Tips, Marketing, Social Media Marketing Influencer Marketing, Influencers, social media marketing

What do you think of when you hear “influencer marketing?” If you’re like most people, you might think “celebrity endorsement.” And, while you wouldn’t be far from correct, you’d still be, well…wrong.

Two reasons. One, an influencer is not necessarily a celebrity and, two, an influencer is not necessarily seen as an endorser. Hubspot defines influencer marketing as the “employment of leading, niche content creators to improve brand awareness, increase traffic, and drive your brand’s message to your target audience.” Given the above, perhaps influencer marketing is a marketing tactic that isn’t as daunting as you may have thought.

So, what then, is an influencer? An influencer is an individual who, through building their own personal brand via social media, has established a reputation as an “expert” in a particular industry. What makes them influential is the following they have built on the web, primarily through various – if not all – social media channels. An influencer can be, for example, a consultant/former banker in the financial industry who regularly posts subject matter expert articles on industry sites, within industry-related LinkedIn groups, and in and on well-regarded industry publications and websites.

Influencer marketing has taken on a new importance recently. This importance has been a long time coming. After all, traditional marketing, i.e., advertising, along with more traditional tactics, such as out of home and broadcast, have been going the way of the dinosaur for quite a while and, in their place, are tactics and channels that offer brands the opportunity to build and maintain relationships. The emphasis in today’s marketing arena is on building connections and trust, not sales. Build connections and trust, sales will follow.

Does it really work?

So, what proof is there that this “influencer marketing” thing really works? As the old saying goes, numbers never lie, and influencermarketing.com lays it out like this:

80% of marketers say influencer marketing is effective, and 89% say it works just as well (if not better) than other marketing channels.
71% of marketers say the quality of customers and traffic from influencer marketing is better than other sources.
49% of consumers today depend on influencer recommendations for their purchase decisions, while 60% say they’ve been influenced by a recommendation when shopping in-store.
Google searches for “influencer marketing” grew 1500% in the last three years.
48% of marketers working with influencers say audience relationship is the most valuable factor when considering which influencer to collaborate with.
Influencer marketing strategies focused on branding or engagements generate 8x ROI.
The top three goals of influencer marketing for businesses include increasing brand awareness (85%), reaching new audiences (71%), and generating sales and conversions (64%).

How do you find the right influencer?

Google

The most straightforward way to go about an influencer search is with the help of Google (or any search engine). Remember, an influencer is already creating content relevant to your industry and reaching your target audience. So, a Google search for industry-related terms and keywords will surface experts in those areas.

Social Media

Search various social media platforms. Influencers often have an online profile that will tell you a great deal about them.

Blogs

Look for influencers on social media who regularly post content that’s compatible with your brand image, as well as the products/services you offer. Make note not just of the author’s name but the names of any sources cited.

Talent Agencies

If you’re looking to hire a specific celebrity influencer, you can find them… but, you’ll probably need to go through their agent.

Seek Professional Help

Like any marketing tactic or platform, Influencer marketing is an investment. It takes time and money to seek out and secure a relationship with the right influencer for your brand and product. In order to make certain that your time, and money, are well spent, you might consider engaging a professional marketing agency that can assist you in building a social media marketing strategy; one that includes influencers.

August 12 2019

Managing the Remote Workforce

Dani Professional Development

“When employers consider allowing remote work or hiring freelance contractors, they often have the fear that productivity may drop as a result,” according to a July 2018 article in HR Daily Advisor. “But more and more organizations are finding that is simply not the case. In fact, they’re finding that allowing employees to work remotely (and/or hiring freelancers) can improve productivity—both for the individual and for the organization.”

Is working remote, or “virtually,” a fairly recent phenomenon? Hardly. The number of employed U.S. residents who work from home has been steadily increasing for decades. A recent Gallop poll estimates the percentage of “from home” workers at around 43 percent of the US workforce. There are clear upsides to remote work policies, one being that implementing these policies saves the typical business around $11,000 per person, per year, according to a Global Workplace Analytics study; a national savings of $700 billion per year.

So, with success stories like this, why do employers even think twice about a virtual workforce? Well, this discussion has been going on for quite some time. In fact, the idea of “home-based work” has been working its way around (so to speak) the business world for quite some time; back to the Industrial Revolution. And, believe it or not, while the circumstances around remote employment have certainly changed over the last 150 years, the discussion around whether or not it’s a good idea, has not.

Here are just a few of the benefits that, according to the proverbial wisdom, ie HR experts, companies can potentially reap from employing virtual workers: they begin their day early, they are less likely to call out sick, and they can structure their time in a way that allows for optimal efficiency. Most people love working from home and, because they’re happy, they’re more motivated and more productive. Add to these perceived benefits the advancements in technology that enable remote workers to collaborate as if they were in the same office, and you have what seems to be a winning scenario.

But, is it?

Hate to burst your “let’s all go remote” bubble, but the fact is that human beings need interconnection. We crave interaction (most of us, anyway?!) and that craving is satisfied by a shared work environment. As an employer considering a remote workforce, this is a consideration that should weigh heavily in your decision. It’s critically important that you keep employees productive, engaged, and constantly aware of the fact that their contributions are valuable to your company’s success. As you can imagine, it’s easy for remote workers – even though they love their environment, set their own schedule, and more – to feel cut off from the average day-to-day business routine. In short, to feel frighteningly isolated. And this is where a virtual worker model can go south in a hurry.

This is the situation you now face. Despite all of the reasons to be happy, your remote workers are now suffering from a loss in energy and enthusiasm. What can you do to stem that tide and help keep them happy, engaged, and productive?

Make expectations clear

Setting clear expectations is an important motivator for remote workers. Remote employees are somewhat deprived of your company’s culture, and can lead to an unclear sense of the company’s objectives. If possible, conduct one-on-one meetings to ensure their awareness of the company’s objectives, and help them manage their time effectively. In short, a constant flow of communication will help your remote workers stay motivated, up-to-date, and remind them that you value their work.

Keep them feeling connected

Despite all of the technology around conferencing and collaboration, keeping remote employees energized is still a challenge. But one worth accepting and tackling. And, while it’s important to frequently communicate deadlines and expectations, there’s more to communication than work. Keep your remote employees connected on a personal level, as well. Facilitate their getting to know each other and build bonds. This feeling of shared goals, of being a member of a team, goes a long way in keeping them engaging, happy, and productive.

So, does a virtual workforce make sense for your business? Maybe it does. Maybe it doesn’t. One thing you can be certain of; the benefits you can potentially derive from such a model do not come easily. They take work. But, if you’re willing to do it, you can be successful.

March 13 2019

Women’s History Month 2019: Celebrating Local Women in Business

Dani Uncategorized

March is the month of renewal and refocus. It’s when we set our clocks ahead and the season of spring begins to emerge, but it’s also the time to celebrate Women’s History Month!

National Women’s History Month is an annual celebration of American women and their contributions. From entrepreneurs to CEOs to engineers and world-renowned thought leaders. National Women’s History Month is a chance to recognize and celebrate how far women have advanced in industry and innovation. As well as how we as a country value equality and the contributions of all our citizens.

Now is the perfect time to honor the female innovators and leaders of the past, celebrate the achievements of women today, and envision opportunities for future generations.

To understand the importance of Women’s History Month, let’s first take a look at how it all began…

A Little Bit of History

In 1987, after being petitioned by the National Women’s History Project, Congress passed Pub. L. 100-9 which designated the month of March 1987 as Women’s History Month. Between 1988 and 1994, Congress then passed additional resolutions requesting and authorizing the President to proclaim March of each year as Women’s History Month. Since 1988, U.S. presidents have issued annual proclamations designating the month of March as Women’s History Month.

Now, every March our nation celebrates the economic, cultural, and political achievements of women in our country. This month is a celebration of all women in all industries—women working in science and technology, women in the arts, and of course, women in business.

Women in Business

Over the past several decades, women have made great strides in business and entrepreneurship. There are countless women who serve as CEOs and Board Directors of multi-million-dollar corporations like IBM, Amazon, and General Motors. However, along with the incredible advancements women have made in the corporate sector, more and more women are taking the lead and starting their own businesses.

Countless women entrepreneurs have broken barriers in their fields and faced daunting odds. Of course, there have been numerous failures and successes, but in more recent years, women are closing the gender gap in business ownership in the United States.

Did you know…? In 1972, there were only 402,000 women-owned businesses, presenting 4.6% of all firms. However, this number has dramatically increased over the past several decades. As of 2018, there are 12.3 million women-owned businesses in the U.S, which makes up approximately 40% of all businesses.

There are many ways to support local women-owned businesses. From social media promotion and investment opportunities to mentorships and collaboration, supporting local women-owned businesses builds relationships and fosters growth within the community.

How We’re Celebrating Women’s History Month

In honor of Women’s History Month, we would like to present a monthlong series of posts highlighting some of our favorite women entrepreneurs and leaders. We would like to promote and highlight influential women in business and share their message of empowerment and community vision.

This Women’s History Month, we have the honor of featuring 5 game-changing women business-owners who have incredible focus and passion for their communities.

Stay tuned for our list of inspiring entrepreneurs!

December 19 2018

One Size Does Not Fit All

Dani Uncategorized

Marketing agencies come in all shapes and sizes, ranging from full-service to niche-specific. Some specialize in industries, such as health care, restaurants, or finance. Videographers create commercials and films, while graphic artists design logos, brochures, and billboards. Some agencies are known only for digital services, such as website design, which may or may not include on-going support. Some are equipped to handle all those needs.

Media outlets – newspapers, radio stations, billboard companies – offer a wide range of opportunities to share your message. As a business owner, you have to evaluate the cost/benefit ratio of these options, plus negotiate the best deals. (Experienced media buyers are a unique breed, typically with insider knowledge about how these outlets work.)

When you’re ready to up your marketing game with a professional agency, start by identifying your business’s critical needs.

Do you need someone with expertise in your industry and its regulatory quirks?
Do you need to focus on technology and the digital realm?
Are you just looking for brochures and ads for a special promotion?
Maybe, you need all the above.

When your car makes a weird sound, you want a qualified mechanic to take a look. And if you’re not quite sure about your marketing needs (or even if you are), you want someone who can tailor the right plan to achieve the right results. Developing a strategic marketing plan and positive results are the keys you need to drive your business.

Not all agencies are created equal, and Ligon Marketing provides a full spectrum of skills. Our team has diverse skill sets from a variety of backgrounds. Besides knowing a good mechanic, our services include:

Strategy development
Creative design and content development
Logos and branding, with brand standards
Print materials (publication ads, direct mail, collateral materials)
Signage and billboards
Radio/TV commercials
Video production and photography
Media buying
Digital (website development, website design, search engine optimization (SE0), social media)
Email campaigns and funnel marketing
Public relations (media relations, crisis communications, internal communications)

Ligon Marketing likes to think outside the box. Contact us at 863-838-5475 or visit LigonMarketing.com to discuss your business needs. Maybe we’re just the right size and shape for you.

November 29 2018

Video Magic: Marketing through Images

Dani Uncategorized

It’s the best time of the year…for joyful videos that tug the heartstrings. Remember your favorite tv commercials from childhood? Think Publix commercials and Budweiser Clydesdales. What makes them memorable is the universal story that warms our hearts. What makes us consumers is the pull to be included in the story.

Amidst the noise of television, radio, and social media, authenticity stands out. Today’s smart phones and video technology make it relatively easy and affordable to deliver a message that breaks through. Some basic guidelines and tips can help:

Remember your audience: Moms, teens, senior citizens, animal lovers, other business professionals. Their warm-fuzzy buttons are different, and they respond to different appeals.
Messaging: Do you want to build awareness, garner donations, or bring people to your door? Put a face to the message. What are the benefits or liabilities of responding/not responding?
Scripting: Videos should be authentic but not rambling or rote. Will it be on-camera or voice-over? Find the balance before filming by developing a script outline. HOWEVER, don’t script individuals who are telling personal or emotional stories on camera!
Noise factor: As much as possible, film speakers in quiet backgrounds. Some background noise can be edited out, but natural quiet is easier. B-roll may benefit from natural noise.
Film horizontally: It’s counterintuitive but fills the screen better.
Editing: A variety of apps (Magisto, VivaVideo, iMovie, etc.) are available for ios and android to edit smartphone video and add captioning.
Length: Keep it brief, 3-4 minutes, or you’ll lose viewers.

The smartphone video format offers simple homemade-but-professional authenticity in telling your story. That can be particularly important for non-profit organizations that want to communicate without spending a lot of money.

A professional can easily help make adjustments and handle some of the more complicated edits, without charging a fortune. Also, objective watchers can identify elements that may miss the mark or unnecessarily lengthen the video…and you may be too close to see it.

Ligon Marketing is a champion for small businesses, and we can help you develop compelling video content — as well as a plan for sharing it — to pull consumers into your story. Remember, your video project is only as good as the people who watch.