Tag Archives: social media

How can you identify and leverage social media influencers for brand awareness?

Social-media-for-BrandingThe evolution of digital marketing has given rise to many new different concepts that are being increasingly used by individuals and brands to create awareness. One of them is the social media influencer. While this did not exist till about five years back, as of today, more and more brands are using influencers to build relationships with their customers.

So who are these social influencers?

Social influencers are social media users who, other than having a huge following, also have an established credibility with their audience. They have the power to influence others with their authenticity and trustworthiness. An influencer is neither a brand evangelist nor a brand advocate (although that can also be arranged for a fee). There are more like cheerleaders who extend the message in their immediate circle.

While many social influencers tend to have a large number of followers, at the end what really matters, is how many of them will mention, respond to or share an influencer’s posts. These influencers use different channels to reach their audience and they could be anything from blogs to the various social media networks.

How does one to identify social influencers?

Though the social influencer is a fairly new phenomenon, many bigwigs of the industry believe that this is nothing but the ancient “word of mouth” marketing that relies on technology to accelerate it. Leveraging the best influencers will not only help you reach their audience, but the audience’s network too.

Influencers with a huge number of active followers can increase brand awareness and drive traffic to your product pages. There is a relationship component in influencer marketing as the audiences that you are looking to influence listen to the particular person because of the trust factor. Hence, when you are looking to identify a social influencer for your brand, you should keep the following “must-have” points in mind:

  • Relevancy to the audience: Look for influencers that produce niche content and are relevant to your brand contextually.
  • Authentic: Audiences trust influencers because they are authentic with their information. He or she must not be posting sponsored content as they will dilute the purpose.
  • Active and makes frequent posts: There is a direct correlation between the frequency of posts and the return of the customer. The more the influencer posts, the more your brand name will spread.
  • Huge reach: Don’t look at reaching a target audience; instead opt for someone who has a wide range of audiences that can be influenced.

Why is social influencing marketing important today?

A report by The Guardian states that 69% of the customers will use the Internet as their main source of information within the next five years. Also, a recent study by McKinsey found that online word of mouth advertising drives twice as many sales as paid advertising leading to a 37% higher retention rate.

If we are to go by these studies, it is pretty much clear that the best way to drive sales is to identify social influencers aligned to your brand and leverage their voices to communicate your brand’s message.

According to another study, 88% of buyers consider online reviews very important when making a purchase. The millennials, who represent an enormous segment of the purchasing population, rely on a brand’s story more than other buyers when making purchasing decisions. Also, 90% of consumers trust peer recommendations. It’s time that you started using social influencers more than you did!

How to engage influencers?

To get social influencers to help you, you have to again build a relationship with them and it has to be done subtly. Building relationships take time but once the connection is created, activating influencers becomes a lot more seamless and effective. After connecting with time, give them engagement. Interact with them on different platforms through the content they are sharing and also participate in the conversation they start. Apart from participating in their posts and conversations, you can also grab their attention through: media kits, contests, shareable content, hashtags, and with creative contents like infographics, videos etc. This can grow into a mutually beneficial relationship.

How do you leverage the services of influencers?

There are various ways that you can make the most of social influencers. Listed below are a few of them:

  • Create an experience: For the influencer to talk about your product it can’t just be a review, it has to be an experience that he or she can feel and enough to share it forward with their audiences.
  • Customize the campaign: Each campaign has to be customized to fit the social influencer that can be steered by the influencer in a way native to his or her audience.
  • Track the progress: You must track and monitor the progress so that if required you can tweak the campaign in between to suit the required results.

At Unspun we help customers identify the social influencers who meet their requirements and in the process help with influencer marketing.

Strategize and choose the right Digital Media Marketing Channels with these Handy tips

B9-digital-marketing-chartDigital media marketing isn’t as straight cut as traditional marketing hence, you need to identify the right channels that work for you and then put your money in it. What works for a competitor might not work for you so conduct a proper research of the available tools and channels for your brand and product before you create your strategy. It is very important for a brand to assert a strong online presence to make a mark. With the help of social media marketing, your brand will be able to reach a wide audience but how will you know which channels work the best for you? It will mostly depend on your business and the kind of people you’re targeting.

Familiarize yourself with some of the popular channels on digital marketing before creating your strategy:

  • Email marketing
  • Search engine optimization (SEO)
  • Social media marketing includes: Facebook, Twitter, LinkedIn and Pinterest
  • Content marketing
  • PR on digital media marketing

Once you get to know how each of these channels work, you can formulate your plan of action keeping the following points in mind:

  • Define your business or company goals: Take a close look at your company’s needs and then you can decide on how you want to use the social media to help achieve them. While there are many goals that might traverse between personal and actual business goals, the common ones are – brand awareness, customer retention, sales & lead generation and reduce cost. Concentrate on the more important and primary ones and go ahead then proceed.
  • Budget: Off late, brands have been allocating a greater part of their marketing budget to social media marketing. When deciding the budget, keep in mind the following things: fees for digital marketing crew, paid advertising, content creation services fee, fees for graphic artists, photographers and videographers…depending on the kind of posts you want. It makes sense to first have the strategy in place and then plan the budget.
  • Define your marketing objectives: Marketing objectives help you measure the success of your strategy within a specific period of time. The objectives must be specific, measurable, achievable, relevant and time-bound. Ensure that your objectives are in line with the company’s overall vision and have a deadline.
  • Target audience: Before you choose to use the channels for social media marketing, you need to know where your audiences/customers are and where the competitors stand. Research the demographics of the main social media channels listed above to know where your customers are. After studying the demographics closely, choose the channels that best suit the target audience interests and online behaviour. Most social media channels will give you a broken down report of the users so go through it carefully and also keep an eye on industry reports and surveys.
  • Choose the right channels: As mentioned in the previous point, different social media channels can provide you with reports on demographics of the users. Depending on these, choose the channels where you find the customers you are targeting instead of wasting time on all the different channels. Many brands create accounts in multiple channels that don’t really help. For example, if the data tells you that your prospects spend 40% of their online time on Facebook and 20% on Twitter, you know which primary and secondary social networks you should focus on.
  • Create content strategy: It won’t be wrong to say that social media marketing is content driven. The best marketing strategy will not work if not supported by great content. The three main components for any successful social media content strategy are: type of content, time of posting and frequency of posting. The posts you make on different channels are form and context dependent. The tone and voice of the posts should be in sync with that of your brand.
  • Assign specific roles to people: To avoid confusion and waste of time, to increase productivity, avoid confusion and overlapping of duties assign specific jobs to the staff. Once the roles have been decided upon and assigned, it’s time to execute. You can plan the marketing activities on a weekly basis that is less confusing or on a daily basis, avoid monthly basis as it is too long a time and things might change in between.

Now that you have got your tips handy, go ahead and choose your channels and strategize your activities. We at Unspun have experts working closely with clients on a daily basis helping them formulate their plans.

Nine Effective ways of using Social Media to get people to attend your Events

Using-Social-Media-to-Promote-Events-infographicThe success of an event depends on the number of people who turn up for it. One of the key elements of event management is to get people to attend an event. That is not always an easy thing since there are always so many other options to take up the audience’s interest. But, there are events held often and they are successful too…so how do events become successful, i.e. how do people get guests to attend their events? Of course, publicizing and talking about it so much that it creates an interest amongst them and, social media plays a crucial role when it comes to creating that buzz. In this blog we’ll get to know about the different ways that social media can be used effectively to get people to attend your events.

  1. List out the social media channels: Social media is an umbrella under which different channels exist and operate. First identify the channels that you want to use to promote your events in. The most commonly used channels are: Facebook, Twitter, Youtube, LinkedIn, and Pinterest. These channels have become powerful tools of communication because they allow you to contact and get feedback from people in real time from across the world. Once, you have listed the channels you wish to use, it makes sense to integrate them because it gets easier to navigate and market your event.
  2. Create events page: One of the basic rules of getting people to attend your event is to create an event in the social media channels. Facebook and LinkedIn have the option to create events and you can post those links on Twitter. On Pinterest you can pin the event while Youtube can have a video promoting the same.
  3. Use social media to compliment your traditional methods: Social media marketing cannot be a replacement for the traditional methods instead it goes on to add value to the existing ways. So, when you are sending out your weekly or monthly newsletters, make sure that you include the link to your Facebook, Twitter or LinkedIn event link.
  4. Create a viral video: Videos work great when promoting an event as a lot of today’s communication involves the visual medium. If you create a video that goes viral and gets people talking, then half your battle is won. It will not only engage people but will also raise the curiosity levels. But make sure that it is short and sweet.
  5. Use infographics: Infographics are the next big thing in the world of communication and are being used by every brand, big or small. They are a fun and interesting way of sharing information and are easily consumed by the audience since the data shared is in a very easy format. Create infographics promoting your events and post it in the different social media channels that you chose to use.
  6. Create hashtag: Today’s insta generation is a big fan of hashtags and they work great when you try to create a buzz about anything under the sun! The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet and helps to categorize messages that help people interested in a particular topic to easily identify and converse about it. So create a hashtag that will be short, easy, catchy and unique. Create it early when you start promoting the event and use it till the end.
  7. Share event links on different groups: Facebook has different social groups ranging from professional, to party to city specific. You can become a part of these groups and then promote your event on their page by posting the link to the event.
  8. Engage audiences: While promoting events in social media channels in the ways mentioned above is a must, unless you win audience’s attention, your event will not be a success. So what will you do to win their attention? Audiences attention are drawn only when there something to engage them. Get your potential attendees early on by enabling some kind of feedback related to the event. You can also have contests that can have passes to the event as a prize. Engage them by inviting suggestions on the planning of the event.
  9. Share takeways of the event: Once an event is over, you don’t have to stop talking about it! Instead, you can use it to create hype for the next one. You can share takeways of the event in the form of pictures, thank you notes, lessons learnt, asking for feedback and also by sharing your future goals. You can even write a blog about the same and share it with audiences.

The key is to experiment with different ways and identify in the process which one works best for you. What works for others might not work for you and vice versa, you won’t know until you try. Once you identify what works best, you can keep at it to drive home the point.

Our experts at Unspun offer creative ways of social media marketing depending on the clients’ requirements.

Six Effective ways to use Social Media for Brand Strengthening

brands_and_social_media1Social media serves as a great platform to not only market one’s brand but also to strengthen the brand image and reach. It is one of the most widely used mediums today as the reach is humongous and advertisers and marketers swear by the results of social media. It can be used for building both personal as well as an organization’s brand. But not everything can bring you results; there are a few effective ways that the use of social media can be leveraged. They are stated as follows:

  • Choose the right channels to market your product: Social media is a huge space that needs to be explored bit by bit. But the best thing about it is that it is compartmentalized better thanks to the different channels that exist. So you can make your pick from Facebook, Twitter, LinkedIn, Pinterest and so on. You can use either one channel or a combination of them but you need to first identify which will work for you the best. Facebook is perhaps the only channel that works for all kinds of brands because it is used by people from all walks of life. Pinterest though used mostly by women for fashion purpose also has pins related to infographics and the likes. LinkedIn on the other hand is a great channel for B2B branding.
  • Leveraging social media visually: Social media relies heavily on visual appeal. According to a study by a research firm, images on Facebook constitute 93% of the most engaging posts compared to status updates, links, and even video. So you can imagine how influencing visuals can be and hence you need to use it very carefully. Colours catch the eye very frequently so when you’re using social media for your brand’s marketing make sure that the colours are appealing. Choose two to four colours to use consistently throughout all of your social media posts and marketing. Use fonts that suit your brand’s personality and use images that convey the right message. It is also great to have a particular template for your social media posts as it will maintain uniformity and also help people identify easily with your brand.
  • Share content that people can identify with: Let’s just be clear about the fact that content on social media should be easily consumed by the audience and for that the content should be easy on the eye. Each of the posts should support your brand and though be easily understood, should also make a statement strong enough for people to identify with the brand. Use a lot of images and infographics as they register with the users easily. Brand building though on Twitter is tough, has a greater impact.
  • Take help of people who have a strong follower base: If you are a relatively new brand, it will take time for you to garner followers. So, for immediate results you can use the help of someone who has a lot of followers in the social media channels to market your product. But will they do it so easily for you? Not really! What do you do in that case? When posting content mention their names or references that will make them share your post or tag them in posts that you think will be relevant. Apart from that you can also email them. You have to pursue them consistently to share your content but will be worth the effort!
  • Create social media campaigns: Social media campaigns work very effectively when it comes to brand creation and strengthening especially when you offer incentives to the audiences. To engage an audience you need to think from their perspective and answer the question – “What’s in it for me?” and then create campaigns around it. Organize contests and so on where the audience stands to earn something in return after participating that is how most brands reach maximum audiences.
  • Promote content through social media channels: One of the most widely used strategies to build a strong brand in social media is the paid campaigns. Big brands are hiring agencies for the same and running contests and campaigns designed by these agencies to create a better brand.

These are a few steps that you can take to build a stringer brand on social media. You should make it a priority to share fresh and identifiable content on social media which will help you win followers and in the process increase your brand reach.

But it will not work unless you have an effective social media strategy in place and that is where Unspun can step in and help you. We specialize in all of the above areas and more.

Seven Effective ways to increase your Email Marketing List

Email marketingIn the age of digital marketing, no one can defy the power that email marketing holds. It is so powerful that it can transcend easily beyond what your website can do. Companies today have realized the importance of having a good email list and hence they invest on it heavily. But, more often than not, companies are faced with the challenge of creating a solid email list by itself. Here are seven ways that will be effective in increasing your email marketing list. Read on…

  • Registering on the website: This is the most common and easiest way to build your contact list of emails. It is common for websites these days to let visitors register with them offering benefits for the same. E-commerce websites are cashing in on this feature and are also offering their customers a certain kind of discount when they register. Just make sure to keep the process simple and less time consuming.
  • Referrals: Referrals work great in any sphere and more so in digital marketing! Offer an incentive like a discount to people who are already on your contact list to refer people to your website. This can become viral, once you have new signups; ask them to refer 10 more people or so to avail discounts on your products. Word-of-mouth too works great in this regards.
  • Ask to opt for email receipts: If you notice in your day-to-day life there are a lot of companies that are increasingly relying on emails to send receipts for purchase of their products. While they say that it’s about “going green”, the underlying idea has always been to increase their data base. You too opt for this and see your contact list increase by leaps and bounds.
  • Online contests: Want to engage the customers at the snap of a finger? Try online contests! Yes they work like magic especially if the process is easy. This way, you can ask them to register for the contest using their email ids and answer a few questions and voila! You are literally sitting on a gold mine of email addresses that you can start using for your marketing right away.
  • Feedback on products: Customers like to share their feedback about products and services online especially these days with everyone getting digitally active. It is also easy to give feedback. Encouraging customers to email you will add to your data base.
  • Social media: There is no denying the power of social media and the way people are using it to their advantage these days. There is a mine of information out there to be discovered and used, so make the most of it. You can just post your newsletter in different pages of Facebook and can also access emails ids of people which is listed under their contact information.
  • Pinterest: Today everything needs to have a visual presence and appeal, make the most of it. Get on Pinterest and make sure that you have something fresh to offer on it on a regular basis. It will attract people to your website faster than most others. Have engaging infographics about products of your company or the company itself pinned on Pinterest regularly and sees people filling up your company registration form faster than you think!

These are a few basic steps that you can take to add to your growing back of email list. Apart from that you can also use videos, surveys or traditional advertising to secure email ids. This will create a win-win situation with not only you but the customers too and can go on to build a healthy relationship between the two.

We at Unspun understand these requirements of the client and are happy to help them with it. We come up with unique marketing ways that is customized according to the client’s needs and the situation. We work closely with the client to understand their needs and provide a solution accordingly.

Eleven common mistakes that you should avoid making in your LinkedIn profile

linkedin-mistakesHow often do you check your LinkedIn profile? We bet not nearly as often as your Twitter or Facebook. Well, that is where most of us go wrong. While it is important to be up-to-date with social networking, nowadays it is equally important to have an active LinkedIn profile. This is the professional networking hub where most business relationships are formed, in addition to recruitments and background checks happen these days. Employers have recognized it as a very important tool. However, many people make mistakes with their LinkedIn profile that might prove detrimental to their career. We list out a few of the mistakes that you should avoid making…

  1. Wrong Profile picture: Your profile picture is the first thing that an employer notices when looking for profiles on LinkedIn. A profile without a photo is generally ignored, but that doesn’t mean that you put a picture from a party in that sexy dress you wore. The photo should be a professional looking headshot. Don’t put up pictures with your significant other, pets or babies no matter how much you love them. Also, the photo should be a current one, not something from five years back!
  2. Not having a crisp summary: While the picture can help your profile to just get noticed, you’ll not go anywhere if you are unable to articulate your professional bio and the value you bring to the table in a clear and concise manner.
  3. Embellishing facts: Fill in all the details as honestly as you can and do not inflate your credentials, especially your educational qualifications because it can easily be confirmed. In 2012, Scott Thomson, the then CEO of Yahoo was fired after it was discovered that he had lied about his educational qualification in his resume.
  4. Being inactive: As mentioned earlier, people generally don’t log in to their LinkedIn profiles as often as they should. This might be one of the reasons why their profiles don’t get noticed by the right people. Be sure to frequently update your status with some professional news. And, if someone comments on it then reply to them and take the discussion forward.
  5. Treating LinkedIn as Twitter and FB: One of the common mistakes that people make is using LinkedIn on the same lines as Twitter and Facebook. While FB and Twitter are tools for social networking, LinkedIn is a professional resource and should be used with restraint. Avoid posting your personal updates and also don’t merge it with any of the other profiles.
  6. Sending random add requests: Be careful with who you try to connect with on LinkedIn. If you want to connect with someone that you don’t know personally then do a proper research on him or her and then send a request stating the purpose as to why you want to connect.
  7. Asking people you barely know to recommend you: Don’t ask new connections to endorse you. People who know you well or have worked with you should be your endorsers as it will sound authentic to the employer browsing through your profile.
  8. Not joining any groups: Just like Facebook, LinkedIn too has groups that you can subscribe to. But, unlike Facebook, these groups are professional groups in which you can get connected with other professionals with similar interests. You can join up to 50 groups here so join in and show your interests and make some noise for people to know that you’re on LinkedIn.
  9. Sounding negative and criticizing: People generally get drawn to positive people and avoid negative ones. It will help your career if your profile exudes positivity. Apart from that, don’t post any negative or critical comments on anyone’s post. If you don’t like it then ignore it or send a private message to the concerned person.
  10. Not taking parts in discussions: In order to increase your profile page views and attract more people to connect with you, make occasional comments and take part in discussions to demonstrate your knowledge on a particular topic. But don’t overdo it and write something that is completely unrelated, or worst of all, incorrect.
  11. Don’t stick to the default URL: This is perhaps one of the most common mistakes that people make. They tend to keep the default URL link for their profile on LinkedIn. You can instead change it to a personal URL by a simple process. Click Edit Public Profile Settings in the top right and then edit your Public Profile URL to your name. This will help you build your personal brand.

We at Unspun Consulting Group can help you to build a great Linkedin Profile, look forward to seeing you on LinkedIn!

5 Great Digital Marketing Ideas for B2B Companies

digital-b2bTraditionally, B2B companies have restricted themselves to marketing their products via trade shows, direct mail marketing, and a sales team that called on stakeholders of current, past and prospective clients. Though these techniques may still have some value, in order to swim in the sea changes of today’s digital world, brands must incorporate innovative ways to influence their audience.

Nowadays, almost everybody spends a considerable amount of time researching purchasing decisions online, including business owners/decision makers as well. While Twitter and LinkedIn are the most used social media networks in B2B space, they are not the only channels.

Here are some of the other channels that B2B companies can use to optimize brand exposure online:

Infographics – They are one of the coolest new tools for online marketing and are being lapped up by businesses across sectors. Infographics can be pretty handy for B2B businesses for digital marketing as they represent boring data in an appealing way.

They represent the data by tell a story which explains a complex process in a simple way. Data in the inforgraphics can be represented in the form of text and graphics.

One such infographic was created by Monetate, a provider of cloud-based technology for online marketers that employs a tag-based method for segmentation, testing, recommendations, and customer analysis for the Web and Email channels. It was a retailer’s guide to Big Data.

Blogs – Blogs are one of the most influential social media marketing tools in today’s date. While B2C companies are cashing in on it, why should B2B companies be left behind? In order to have truly effective content, you must leverage multiple mediums to tell your story and blogs are one of such mediums.

An effective story telling through blogs can help your customers learn about your brand. American Express has a site called Open Forum where with new content, including blog posts and videos are frequently posted.

Videos – Videos have emerged as one powerful medium that can convey ideas and it is a great tool for marketing. While typically it wasn’t considered for B2B companies to have flashy enough content to use for marketing, now it is more of a myth.

With a certain amount of creativity, anything can become interesting. For example, this particular company called Taulia that provides cloud-based invoice, payment and dynamic discounting management solutions came out with a parody video that became quite popular. The video showed what could happen if you don’t use their services. Also, Cisco’s Youtube channel has more than 33,000 followers and almost 5 million video views.

Webinars –  One of the most interesting ways that a B2B company can engage its audiences is through webinars. Just like conducting a physical seminar, you can opt for a webinar where you can have an expert from to speak to the target market.

But, for that you’ll need to do proper research and come up with the relevant topic that will interest the target customers. Maersk Line has been hosting webinars successfully for some time now which has a wide audience.

Contests – In a branding exercise, Adobe conducted a contest which was a like scavenger hunt where participants had to pick up puzzle pieces from underneath balloons located around the city and return them to Adobe HQ.

Locations tips about the same were shared on social networking websites where the contestants stood to win prizes. You could do the same on social networking websites to increase brand awareness.

Visit Unspun Consulting group and know how we can create custom digital marketing solutions for your B2B Business.