In this article, you’ll discover strategies the pros use to boost their social media marketing. While you can use a different subject line to share the same tip with any number of tagged groups, I recommend creating an editorial calendar to keep track of what you sent to whom.
Use these targeted messages to create a feeling of trust and top-of-mind awareness, so that when your connections need you (or hear of someone who does) they will think of you! Based on the way meetings are scheduled and conducted, I believe many businesspeople are checking their social media accounts just before and after the top of the hour or the bottom of the hour.
Schedule your social media marketing at opportune moments; for example, at times before meetings are due to start and end. Because of this sequencing, I use Buffer to set my social media marketing to deploy most frequently in these micro-opportunity windows. If a type of content is popular with the audience of your competitors and colleagues, it stands to reason that a similar post will be popular with your audience. For example, Jeff Bullas wrote a blog post on 7 Marketing Trends You Shouldn’t Ignore, which was very popular.
Social Crawlytics does an analysis of your competitor’s content and shows you how often each post is shared across each of the social networks.
SEMRush shows you what keywords bring your competitor the most traffic so you can target the same keywords in your own content. Use SEMRush to gain insights into what keywords your competitors get the most traffic from. It’s no secret that getting more views on YouTube can greatly help grow your business online. But with the vast majority of videos on YouTube getting mediocre results, everyone wants to know how to get more legitimate views!
One of the easiest ways to get more views is to create compelling, attention-grabbing thumbnails for your videos. Text: Use compelling text inside your thumbnail design to tell your viewers instantly what your video is about and why they should watch it—maybe use your video title.
To learn more about thumbnails and how to use them correctly on YouTube, check out the YouTube Playbook. My social media marketing tip for businesses today is to find three or four social media platforms where you can build the strongest presence that will be most beneficial for your business. With countless social media platforms available today, it’s impossible to grow a strong presence on every one. Why spend time on social media platforms where your audience might be hanging out when you could be spending that time on social media platforms where you know your audience will be hanging out? To find out if your target audience spends most of their time on one platform over another, join online groups within those platforms that focus on your industry or niche.
Social CRM is still about CRM (but evolved), meaning a back-end process and system for managing customer relationships and data in an efficient and process-centric way.
Social CRM is one component of developing a social or collaborative business, both internally and externally.
You can see that CRM has traditionally consisted of one-way communication between a brand and the customer.
Traditional CRM was very much based around data and information that brands could collect on their customers, all of which would go into a CRM system that then allowed the company to better target various customers.
In this diagram, you can see many of the same elements as in CRM; however, there are a few differences.
PR now has a very active role in social CRM (in fact, PR typically owns budgetary control and authority of social initiatives ahead of every other department).
The next change we can see is that advocacy and experience are crucial components of social CRM, which all revolve around the customer. The chart above is pretty self-explanatory, but let’s back it up with a few statistics of how and why people consume and share information. This is just a small sampling of the available data on the web that shows how consumers are changing and evolving with the growth of social media.
The challenge for organizations now is adapting and evolving to meet the needs and demands of these new social customers. To optimize your social media marketing efforts, it’s important to know who your customers are and which social networks they spend their time on. In this article you’ll discover how to connect with your target audience on social media. Some of the answers I’ve received include women, people who have to eat to survive, bosses, employees and people looking for work. Once you have a good sense of what your audience looks like, you can use Facebook Ads Manager to estimate the size of your audience.
For example, if you want to reach women in Maine who are interested in nutrition, you can find out that 62,000 people on Facebook match that audience. This is also good business information, because if your audience is too small, you may need to change your offering to expand your audience. If you’ve been in business for any length of time, you have customers you can survey. For the purposes of optimizing your social media campaigns, wisely spending your ad dollars and targeting guest blogging opportunities, you need to know where your audience hangs out online.
What websites do you visit for information on _______ (for example, remodeling ideas, pricing strategies or whatever is appropriate for your business)? Google Forms is a great way to collect feedback on live events, for example, because it graphically displays your audience’s feedback. What do you do if you’re just starting out, your customer base is too small for meaningful results or you’re expanding into a new category? The Pew Research Center has an excellent breakdown of where your audience spends their time online. Once you get the results from your survey and have reviewed the demographics of the available research, it’s time to put that knowledge to work across different social media and digital marketing platforms.
It’s important to note that you can upload your email database to almost all social media platforms to find your customers there.
Upload your email list to find out which prospects and customers are on different social platforms. Connect with this core group on any platform to jumpstart your online networking there and provide social proof that you’re well connected and someone worth knowing. Here are some tips for connecting with your ideal customers on the platforms that will work best for many businesses and entrepreneurs. Most social media marketers will tell you that the organic reach of businesses on Facebook has tanked. If you’re trying to find your audience on Facebook, the easiest path is to target your ideal demographic with Facebook Ads Manager. If you return to your survey, you may find that your current customer base likes Golf Magazine or watching UFC (Ultimate Fighting Championship). Once you’ve created a custom audience, you can then ask Facebook to create a lookalike audience.
However, you’ll still want to apply filters to this lookalike audience to improve your results. To engage with these targeted Facebook users, advertise your business page, a free webinar or a link to your online store, anything to begin the process of a deeper relationship. Within Twitter’s advertising platform, you can focus on getting more followers, driving people to your website or squeeze page or engaging them with other actions.
The majority of the study’s participants were either small business owners or marketers working for small businesses.
Get ideas from their experiences and future plans to help you shape your social marketing strategy when you download the report. Nearly all survey participants use social media and view it as important for their business or company.
Ninety-three percent of survey respondents indicated using Facebook for social media marketing. Twitter is gaining on Facebook, however, and with its new advertising opportunities, will be an interesting property to watch over the next year or so.
Those in the B2B space give LinkedIn the majority of their attention, but use Facebook and Twitter too, at respectable rates.
Thirty-five percent of marketers have no idea whether their Facebook efforts are effective. Facebook’s domination of social media marketing despite the fact that most marketers are uncertain of its impact should concern small businesses. On the other hand, 44% of survey respondents have been using social media for two years or less. The Social Media Marketing Industry Report also found that, again, despite the cloudiness surrounding Facebook’s effectiveness, 62% plan to increase activities on it. Sixty-eight percent of survey participants indicated they want to learn more about using Facebook for marketing. Because of the crush of responsibilities they have, small business owners worry about the time it takes to keep an audience engaged on social channels. Thirty-three percent of study respondents report that they devote 1 to 5 hours weekly to social media marketing; however, a robust 25% spend 6 to 10 hours each week. One in three respondents spend 5 hours or less on social media, but 63% spend more than that. As shown in the chart below, solopreneurs and businesses with 2 to 10 people fall mostly in the 1 to 5 or 6 to 10 hours per week category. Most small businesses spend 6 hours per week or more on social media activities, but a significant amount also spend 11 to 20 hours per week. Whether through social channel engagement, referral source data from Google Analytics or customers sharing in person or by phone how they found the business on social media, business owners and marketers believe social media gets them in front of more and wider audiences. Knowing who you report to and what metrics they need will help you streamline the process and ensure you’re delivering reports on time. In this article you’ll discover how to develop a social media reporting system for your business. The first step is to do a quick audit of your current reporting process and find out which stakeholders receive your reports. Next, discover what actions your reports support so you don’t waste time reporting on metrics no one uses.
When deciding what to include in your reports, find metrics you can use in multiple situations and have some business benefit for your stakeholders. Audience: Learn who participates in a conversation, along with the most active users and influencers.
The metrics you use will depend on your needs and the social networks you’re measuring, but these core concepts are a great start.
In addition to the general metrics above, you’ll probably have a few specific needs or requests from stakeholders you need to support. It’s important to trust that the tools you use are here to stay, have access to the highest-quality social data and have a team in place to make sure your questions are answered and the product continues to evolve.

Monthly reports are pretty typical and one of the most useful time periods for social media reporting. For example, because Thanksgiving is on a different date each year, stakeholders can more quickly understand the seasonality of the metrics with a comparison of the entire month (rather than the week of November 22-28) from this year to the previous year.
Think carefully about what the stakeholders are asking for and look for something you already measure that can answer the question.
But what if the request is from someone important and it’s a custom report that’s totally unique? On the other hand, if it’s an interesting or useful request, maybe you can use it for other things later.
If you work in social media marketing, you probably spend considerable time reporting on your results. While half of content marketing with ebooks is the creation stage, the other half is promoting your ebook to increase ROI. Post an engaging image from the ebook, an interesting stat or a stand-out quote to attract your audience’s attention so they want to click to your content. The Pin feature on Twitter is a little-known, yet effective, tactic that gives you the ability to pin a tweet to the top of your feed. Since social banners and covers instantly grab attention when someone visits your social pages, they can be especially helpful for promoting your ebook. Find influencers whose values, audience and industry are in alignment with yours, and ask them to share your ebook.
Google+ and LinkedIn are both home to a variety of different communities where marketers discuss the latest trends within their niche.
After you join a community, take some time to get to know other members before you start promoting your ebook. To guarantee your ebook will get in front of an audience that actually cares about your content, consider paying for a sponsored post. This sponsored post from InsightSquared has an appealing image and a brief but thorough description. Platforms such as Facebook and Twitter have made it financially possible for any business to promote their content. To get the most out of your promotion efforts, make sure your ebook landing page is set up for conversions. If your content management system can’t capture lead data for you, then consider using a solution from a site like Infusionsoft, LeadPages, Formstack or Pardot. Salesforce included keywords from the ebook in the headline, URL, meta description and page summary to improve visibility. An ebook is a wonderful way to stand out from the crowd by showcasing your expertise, and gain valuable leads in the process. A deep dive into Facebook Insights helps you identify which content drives people to engage. If you’re seeking your best content, and want a quick and easy way to find it, look at the basic Insights for your Facebook page. First, go to the Reach area and take a look at the spikes on the graph, which are the posts with a wide reach.
While Reach is a source of irritation to many people, it’s not a very important stat. More important than current reach is running experiments to try to improve your engagement.
After you’ve performed experiments with content, do a date search under Reach to see what posts received the most engagement on your page. To get an idea of what posts get the most likes, comments and shares, go to the Posts tab under Insights. With basic Insights, you can get a fairly good idea of what articles get the most engagement. Switch your view to Engagement Rate to see audience interest, based on the people who saw your post. Click on the posts with the most reach for more details on clicks, likes, comments and shares. For example, this article by Kim Garst on Social Media Examiner’s Facebook page received more than 10,000 link clicks. If you do nothing else with Facebook Insights, monitor the engagement rate of your Facebook posts so you can see what types of content actually drive engagement.
When you download the data, you’ll get a large Excel spreadsheet with lots of individual tabs on it. On the Lifetime Talking About This tab you’ll see visible interaction, such as comments, likes and shares. Cut and paste the Post Consumption columns (link clicks, other clicks, photo views and video views) into the Lifetime Talking About This worksheet. First, insert a column after the comments, likes and shares and enter the formula to add the columns together.
Next, add a column with the formula for total engagement, which also includes link clicks, other clicks and photo views. Incorporate Post Consumption into the Lifetime Talking About This spreadsheet, so all of the relevant data is in one place.
Once you incorporate all of your post engagement on the same spreadsheet, you can see an overview of all of your data and sort it in different ways.
Now you have a comprehensive list of traffic generators, as well as what types of posts get a lot of link clicks.
Look at the data and reshare top articles, since you know they got a lot of engagement to begin with.
Geo-specific social media monitoring tools help businesses engage with customers who are close to their brick-and-mortar stores. In this article I’ll share six location-based monitoring tools to use for local social media marketing. Geo-specific social media monitoring tools are different from the conventional keyword-based monitoring tools in many respects. If you do social media for a company with multiple locations, here are some excellent tools to explore. Geofeedia allows you to search real-time social feeds by location to discover geolocation social media posts from anywhere worldwide.
Draw a custom perimeter or enter an address on Geofeedia’s digital map to see all local social content posted by users. If you’re looking for a cutting-edge social monitoring tool for geo-specificity, WeLink is an excellent option. This easy-to-use tool combines keyword-based monitoring with geo-specific listening to offer enterprise-grade location-based social monitoring solutions.
Use WeLink across various verticals including event management, retail, malls, airlines, hospitality, sports teams and stadiums, schools, security and law enforcement, etc. Sysomos enables you to listen to what’s trending locally and understand what your customers are talking about. Sysomos will gather digital content from popular social media platforms like Facebook, Twitter, Google+ and LinkedIn, as well as posts on blogs and forums.
MomentFeed is trusted by some of most popular and smartest companies in the world, including Pizza Hut, Burger King, Old Spaghetti Factory, AT&T, Disney, Coffee Bean and Starbucks. This platform captures content that forms your digital place identity at the national and international levels, as well as locally.
MomentFeed lets you gather local social data (for example, it will roll your Facebook page reviews and ratings into its local voice dashboard) to create targeted marketing campaigns.
MomentFeed combines your local social data so you can create targeted marketing campaigns, and then measure performance at each point of sale. MomentFeed provides hands-on support to businesses to help them achieve their goals and objectives in the most cost-effective way. Venuelabs is one of the pioneers of the location-based social media monitoring industry, offering their tools and services since 2009.
Venuelabs helps local businesses discover and measure their customers’ experience, so they can make improvements and cater to their needs. Venuelabs also has a self-serve platform called AboutLocal for small businesses to explore and analyze the in-store customer experience.
Local Measure helps you improve your user experience and drive brand advocacy by letting you discover and analyze what your customers are talking about.
Find social content such as photos, videos, reviews and ratings, published at your business location or locations. Gain valuable insight such as current trends and user sentiment to understand the performance of your brand at a location level. Find valuable user-generated content, as well as gain insight on trends and user sentiment through Local Measure. Local Measure features include the ability to identify loyal customers and local influencers by their names and by their follower counts and visits.
Local Measure offers tailored solutions for various industry domains, including hospitality, entertainment and events, tourism and destination marketing, malls and hotels.
For me, the people I want to reach with my social media marketing are other businesspeople, and which activity are businesspeople engaged in all day?
Meeting lets out slightly early at 1:57 pm, and attendees check Twitter on the way back to their desk.
I used his post as inspiration to write a post titled 7 Social Media Tool Trends You Shouldn’t Ignore that was also very popular. Make sure your text is easy to read, even at the smallest display size of your thumbnail on YouTube, and that the image is on the left and text is on the right.
For example, the expression on the face of the person you’re using can be that of shock, amazement, disgust, enjoyment… choose an emotion that will create intrigue and get people to click on the image. Having a mediocre presence on six or seven social media platforms is far inferior to a strong presence on three or four when it comes to your social media marketing goals. The strategy is based around customer engagement and interactions, with transactions being a byproduct. The key is being able to understand the business challenge you’re looking to solve, and then solving it. In most organizations, PR departments manage the social presence of brands and handle the customer engagement. What’s shocking from some of the above stats is that many organizations still do not understand the CRM value of social media. Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (53 pages, 80+ charts)! This means you’ll want to create a fictional persona of your ideal customer, to the point of naming it, knowing how many kids it has or what it does on the weekends. On the flipside, if your audience is too large, you might want to target a narrower niche to start. In this video, Steve Dotto walks you through how to create your own forms with Google Forms.

Go to your form results and select Form > Show Summary of Responses from the drop-down menu. In cases like these, or simply to supplement your surveys, you can research online behavior. Armed with this information, you can target your ads for your Facebook prospects, whether they like a round of golf or a roundhouse kick. You can upload your customers’ email addresses to Facebook Ads Manager to create a custom audience. For example, the customer database for your vegan delivery food service may be limited to just your home state. It’s much the same story for Instagram and Pinterest, both of which doubled their traffic from 2014 to 2015.
Specifically, 71% of businesses with 100+ employees use YouTube, compared to 38% of the self-employed. B2B respondents for this survey report that LinkedIn is their number-one choice for social networking. This makes sense because B2B businesses are looking for the marketing people, facilities managers, buyers and others who rely on LinkedIn for industry connections and news. Without the benefit of a marketing team creating a strategy complete with goals and measurement, small businesses have a harder time evaluating marketing efforts. You’ll see below, too, that 53% plan to increase their ad spend on Facebook this year. Although Facebook has existed since 2006, many small businesses are still figuring out how to use all of its features to grow their customer base, engagement and more. Tools like Hootsuite and Post Planner cut down on time spent, but social media marketing still requires significant time. If you know whom you’re reporting to and why, you can ensure your reports will be useful to everyone involved. Talk to the people you report to, find out their needs (and wants) and see what you can learn about the current state of your social media reporting.
There are so many ways to analyze social media that every tool has a different perspective. Plus, social data is far from perfect and the kind of information that you can pull from a particular social media channel will vary depending on the channel. Rather than use one product for each channel or need, find a better tool (even if it costs a little more) that can do most or all of this in one place. Free tools are likely to have less reliable data than their fee-based counterparts and they may not be around at this time next year.
Maybe they want to know the top posts for the week so they can see whether a new campaign is working or a product launch was well-received.
They smooth out some of the individual daily spikes and let people see how things are going month to month.
You likely already do something similar, but maybe not in the way you’re being asked. Try to be judicious in what you agree to, because if you open that door, you may never be able to close it again.
Create a post that‘s topically related to your ebook, and link to it in your article. Take part in discussions, and like and comment on their posts to build long-lasting relationships.
Or, if you’d prefer, create your own group and talk about the content of your ebook to an interested audience. The Google+ platform makes it incredibly easy to promote content with the option to include links, images and videos within your post. However, when you dive into your Insights, you’ll receive a bounty of information about how your content is performing.
Then dive deeper into your downloaded Insights to see more detailed data about what content is working for you long-term. You can then benchmark your results to the previous period to see if your strategy is working.
This measures percentage of how many people interacted with your post, based on the people who saw your post.
When stats reveal that an article is interesting to your audience, it’s a message to reshare it and publish similar content. Then sort and manipulate the data so you can see the information that’s most important to you.
This spreadsheet provides the data you need to study your content and improve future posts.
For example, if the columns (like the ones below) are G for comments, H for likes and I for shares, the formula would be =SUM(G2:I2). Assuming the rest of columns (as also shown below) are K for link clicks, L for other clicks and I for photo views, the formula, which would go in column N, would be =SUM(G2:M2)-J2. For example, sort by link clicks to see which content drives the most traffic back to your website. For one thing, these tools offer a clear picture of what’s happening at a particular location, which helps you reach out to local audiences. You also have the ability to monitor multiple locations to archive, curate and share your content.
Then leverage those trends by including the right keywords and hashtags into your social conversations.
The pricing depends on the features you require, as well as the number of locations you want to monitor. It lets you engage your potential customers with targeted ads and instant offers on their preferred social media channels. The result is a hybrid solution, which uses cellular data mining and WiFi to help you discover and collect all social chatter within your selected area.
Use this location-based tool to discover and dig into social content posted by local influencers. This makes Sysomos particularly beneficial if you’re targeting customers within a specific age group or gender, for instance. For one thing, it collects both real-time and previously posted content on any topic across social networks. These international brands use MomentFeed to connect with local customers in a meaningful way. Plus, its analytics offer competitive intelligence so you can measure your performance and ROI at each point of sale.
Venuelabs also improves local search and discovery of a brand by targeting and curating local content and promotions.
Local Measure will also display the top user-generated content on your apps, websites and other social and digital screens to help you understand the experience of your real visitors.
Plus it recently added a Translate feature, which allows you to read posts and respond in your language of choice. Instead of marketing or pushing messages to customers, brands now talk to and collaborate with customers to solve business problems, empower customers to shape their own experiences and build customer relationships, which will hopefully turn into customer advocates. The clearer your avatar is, the easier it is to find people on social media who resemble the persona. That number may be more (or less) depending on where your audience lives, their age, gender and household income, but it’s a good starting point.
That means Facebook can put you in front of more people who are like your current audience. In the coming year, 62% of respondents plan to increase their use of Facebook for marketing purposes. They may have simply embraced the notion pushed by marketing agencies and media that Facebook is THE place to be, an inexpensive way to market to a targeted audience.
These figures give small business owners and marketers a clear idea of the time competitors are investing. You’ll likely find some overlapping goals and be able to identify areas of commonality. And the more metrics you include in your reports now, the more metrics you’ll have to keep supporting in the future.
It can take a long time to handcraft special calculations, especially if you’re not entirely sure how you did it the last time. Add in percentage changes and other benchmarks to make it easy for your audience to interpret the results.
If so, you can probably answer those questions quickly without producing a full report. Or maybe you can commit to a smaller weekly report that includes a few highlights to answer key questions.
Even a small investment in ads will increase your ebook’s visibility to your audience. This is especially relevant if your goal is website clicks, rather than likes, shares and comments, since you can’t get that from basic Insights.
The maximum range you can export is 180 days of content or 500 posts, whichever number you reach first. You’ll want to focus on the Lifetime Talking About This and Lifetime Post Consumers tabs.
Then, if the content is evergreen, share it every other week or every couple of weeks on your Facebook page.
Plus, they allow you to connect better with your community by engaging with local social media influencers and leveraging local hashtags. While the tool searches by location first, you also have the ability to filter your search by keywords, date, time, users and more, across various social media channels including Facebook, Instagram, Twitter, Flickr and YouTube. Discover which topics, trends and brands particularly interest your target audience, and then create marketing campaigns based around these areas. Plus, you have the ability to capture the conversations most relevant to your brand, which allows you to see what users are saying about you and your products.
Retail businesses, restaurants and hospitality industries including Original Joe’s, Sunburst Hospitality, American Golf and Albertsons have been using Venuelabs to understand and grow their local customer communities. Add a filter to your lookalike audience for your home state or even your hometown, depending on how big your delivery area is. As a relatively new marketing platform with plenty of buzz, Facebook’s hype could be clouding its true potential for small business. The right tools will save you time, stress and effort, so the cost will absolutely be worth it. But maybe you can use this request as an alternative to an existing report, and even provide some education on what you can and can’t do.

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