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You Can’t Afford to Not Invest in Social Media Marketing in 2022.

In 2019, 73% of small businesses used social media marketing to increase traffic, generate leads, and create strong connections with their audience. That number continues to rise today as the number of users has grown well beyond 3.7 billion. Read on for 4 ways you can expect to see ROI from social media!

INCREASE BRAND AWARENESS + RECOGNITION

Millennials and Gen Z go straight to social media if they’re interested in learning more about a brand they just discovered. 

But what about consumers that have never heard of your brand? Increasing brand awareness starts with meeting your current and potential audience where they’re already at. 

A solid social media strategy can help you create organic social media content and paid advertisements that put your brand in front of the right audience at the right time with the right messaging. When this happens time and time again, brand recognition is built and an engaged community begins to form. 

Don’t just take it from us, here’s what the stats say:

FOSTER AN ENGAGED COMMUNITY

A recent study found that 89% of people that follow a brand on social media will ultimately end up purchasing from that brand. How do we get these followers to stick around long enough to eventually convert?

The answer? Quality content and an engaging community. 

Why is fostering community important? Before you can convert an audience, you must come to know the audience and the audience must come to know you as the brand. When you show up consistently and provide value, users will share about you, resulting in more users coming to know you. Once they know you, they will start to like you. Once they start to like you, they will start to trust you. And where there is trust, there is a sale on the horizon.

Don’t just take it from us, here’s what the stats say:

INCREASE SITE TRAFFIC + SALES

Social media is an effective way to direct consumers to your online shop. Consider your social media like a digital handshake inviting users to your website. If consumers like what they see on social media, they’re likely to get to head over to your site.

Think about it like window shopping. Where social media is the window display and your website is the inside of the store. Your social media should be a beautiful sneak peek enticing people to come inside and see all that your website really has to offer. When you fully understand your audience and have a solid social media strategy in place, you can put together irresistible content.

Don’t just take it from us, here’s what the stats say:

IT IS COST-EFFECTIVE

Organic and paid social media tends to be significantly more cost-effective than “traditional” marketing methods, like television or newspaper ads. Plus, when you pay for social media management, you’re often not only paying for the content but also customer support and data analytics. Investing in social media creates a direct line to support customers’ needs and overall satisfaction with your brand through interpersonal dialogue.

Don’t just take it from us, here’s what the stats say:

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Why Surrender to Your Hired Expert

For anyone, it is an act of humility to surrender to what is. When we surrender, we turn our ego and self-will over to deeper wisdom and improvement. As a creative service provider, there are times when people reach out for Unglitch.io’s marketing strategy, branding strategy, or design expertise. Most are willing to accept they need to hire for what they cannot do themselves for their own business. But some, have trouble surrendering to their hired expert and releasing control. Why?

“It’s My Vision – No One Else Will Understand It!”

We invest a lot of energy into going after what it is we want, and when what we want to elevate our business -behind that energy is a deep longing for something. Success. Acceptance. Acknowledgment. Money. When we let go, stop pulling or pushing, or step away, we feel the impact of that—we might feel loss, grief, terror, or disappointment that someone else can do it better. The sensation of these feelings can be overwhelming and many of us weren’t necessarily taught how to express them; especially as business owners.

When you hire a trusted, proven expert the process only works when the client surrenders to the expert’s knowledge. You wouldn’t hire someone for marketing strategy and management and then undermine everything they do to boost your business because it’s not “your moves” or the path you would take. Your marketing expert has done research on the actual target market you need to serve (and in most cases…) – this is not the target market you had in mind. I don’t know how many times I’ve heard that “everyone is my target market!”. That idea is simply not going to help your business grow.

So let’s say you’ve surrendered to accepting your (new) niche target market. Your strategist, designer, and promoter have presented you with the plan, content, and visuals to grow your brand and build a loyal audience-to-customer fan base. You don’t like it. You find the urge to go back to doing the same thing you have been doing all along by yourself. We all know the definition of insanity, right?

To simply think that your vision will not be understood by anyone else is a big red flag that in fact, is the case. Neither your current audience understands your vision either – because your messaging in your marketing reflects that and you’ve thought all along that you are marketing to please yourself and not your target customers.

“I’ve Been in Business for 20+ Years – Why Do I Need to Change Now?”

Pride, on the other hand, maintains our idealized self-image—the self we think we need to be for self-preservation. Pride presents itself as a kind of invulnerability, or a need to be right or perfect. Because surrendering to an expert is an act of humility and an acknowledgment that out of our perfectly imperfect humanness, our business may be out-of-date and out-of-touch. We’re losing old customers and we are gaining no new ones. In many cases, this is why. While change can be hard and it only gets harder the longer you’ve been doing what you’ve been doing – when questioning do you need to re-think or pivot your business strategies, branding, marketing, etc… The answer 99% of the time is always: “Yes”.

“I’m Not Going To Let You!”

The final point is that some people find pleasure (albeit negative) in not surrendering. The unconscious pleasure we get from holding on to something too long can be a real hard to let go. As I mentioned up top, I’m a creative service provider. As anyone who worked in customer service knows, some people just thrive off making others feel small.

I remember when I was in my early 20’s in this business, this would always ‘erk me the wrong way. I would be reeling from a client’s bad behavior in this arena for days, if not weeks. They would then go onto a naughty list of people I would never work with again. I still have a naughty list, but when you’ve been doing this as long as I have (12+ years), you start to realize that psychology plays a big part in providing anything to your clients.

We state in many new client contracts, that if you are not willing to surrender to what will better your business, you simply will not be able to be helped…but still be billed for our time…

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How to Get Ready for Holiday Content

Creating for brands’ marketing during the holiday season is a bittersweet experience. It’s one of the industry’s busiest times of the year, while also being one of the most fun and festive! Ready to get in the holiday spirit? Read on to discover five ways to incorporate the holidays into your content strategy!

HOST A GIVEAWAY

There’s no better way to celebrate the season of giving than with a giveaway. These contests are a great way to gain recognition, followers, and business on social media platforms. Our biggest tip when doing this is to collaborate with other brands.

BE FESTIVE AND RELATABLE

If you follow me on Instagram, you know we love a good meme. Find GIFs or iconic photos that relate to your niche and the season (you can find great ones on giphy.com!). Not only is this content entertaining, but it’s also shareable and a great way to reach new audiences. If you’re having trouble creating visuals, source ones that you can repost!

If you’re looking to *add a little bit of spice* (TikTok reference, anyone??), utilize the power of copy! Research puns related to all things holidays: Christmas, snow, elf, Santa, etc. Being punny is a great way to bring a smile to your audience’s face.

SHARE A GIFT GUIDE FEATURING YOUR PRODUCTS

Another festive way to include the holidays in your social media content is by creating a gift guide featuring your products! If you are a skincare brand, for instance, consider creating a gift guide for women filled with products to promote relaxation. You could include a robe, candle, tea, and more! But ultimately remember to include your products in the guide. This is a great way to be “salesy,” while still providing additional value for your audience.

RELEASE A FREEBIE

Gift your audience this year by releasing a valuable freebie that serves their needs. This is a great way to show audience appreciation. The freebie can be about anything and everything, but it’s always extra fun and relevant if it’s timely! Consider creating a content calendar to get them through the end of the year. Your audience will be grateful to have a new resource to add to their collection. Plus, if they find it valuable, they will likely be more open to purchasing another resource from you in the future.

I hope this blog post was helpful for you in getting your content calendar ready for the holidays. If you want to get in touch about your holiday marketing you know where to reach me! Psssst…It’s at hello@unglitch.io.

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Why I’m Not on TikTok… Should You Be?

First off, I know it’s spooky season and I by no means want to scare the daylights out of you. But I do like keeping my readers informed. I’m not on TikTok for a few reasons. Let’s get into it!

Privacy Concerns

There are blatant red flags for users’ privacy on TikTok. #1, the app has been collecting children’s data without parental approval; promised to delete it after receiving a hefty fine; then failed to live up to the agreement. Add the allegations from the Indian and US governments in 2019 about sharing user data with Beijing, and you have yourself a very dangerous application.

Why? More and more countries are putting bans on the TikTok app due to its proof of child-stalking (as their the top app users) by pedophiles and child-trafficking criminals. Keep your kiddos safe, folks, and pay attention to what they are posing on TikTok.

How to get around this: Change all your safety settings to “friends” to prevent strangers from interacting with you.

Dangerous Viral Challenges

Challenges have become a viral phenomenon across social media platforms as of late. Some aim to spread awareness on diseases like the ALS ice bucket challenge, while others tested users’ physical abilities like the bottle cap challenge. But some videos that circulated on TikTok were just flat-out dangerous.

The skull-breaker challenge, which involves someone jumping, while two other people kick his legs in mid-air so that he falls down. These actions may lead to severe brain damages, spinal injuries, and sometimes deaths.

TikTok said it would remove dangerous content from its platform, urging users not to take part in such challenges. But they never did during the height of this challenge. I already have an old-lady mentality and less hope for the next generations’ intelligence and common sense, TikTok is not helping this…

How to get around this: Activate the Restrictive Mode feature to filter inappropriate content. Also… start teaching your kids about common sense early.

Content Blocking for LGBTQ+ , the Overweight, and People with Disablities

This is crazy!

According to German outlet Netzpolitik, TikTok used unusual methods to limit the reach of users with disabilities. It also instructed moderators to curb the exposure of overweight and LGBTQ creators, who all ended up on a list called “special users.”

The social media platform confirmed the news, explaining that it took these measures to protect users from bullying. However, this also is against freedom of speech and expression and is clearly bigoted towards these groups.

How to get around this: Flat out; Don’t use the platform…

Final Thoughts

I get it. TikTok is entertaining and perfect for the constantly-hungry-for-content-mind. It’s not for me. Maybe I’m too old (33). Perhaps I just don’t want to silence people OR promote child cyberstalking from preditors OR promote children breaking their skulls. Maybe it’s just me. What about you?

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12 Things to Look for When Hiring a Social Media Manager

Thinking about hiring a social media manager or agency? Congrats!! Outsourcing your social media to a professional is a big step in growing your business long-term. 

There are SO many social media freelancers/agencies out there – so how do you choose the right one for your business? Here are some of my tips and questions to ask when considering working with a social media expert.  

  1. Look at the agency’s or freelancer’s social media accounts. Do they do a good job maintaining and connecting on their own social media?
    No? Run!
  1. Are they up-to-date with the ever-changing world of social media?
  2. How often will they post? I usually advise posting a minimum of 5 times per week on both Instagram and Facebook (more for Twitter + Pinterest if you choose that option. Anything less and you probably won’t be able to see much growth.
  3. Do they plan? Certain events in the news or trends can change a monthly content calendar — but it’s imperative that your SMM expert have a content calendar. Your SMM expert needs to be open to their clients wanting to promote something that day and shift the content calendar accordingly.
  4. Is your SMM manager a graphic designer as well? Or at least have access to a graphic designer… Unique, original graphics for your post is a must. If your SMM manager is using apps like Canva your posts will not look unique.
  5. How often to communicate do you expect to communicate with them? How do you want to communicate with them? Asking these questions prior to starting an agency or manager can prevent issues down the road. If you’re wanting to communicate every day via text, and they’re expecting 2x a week via email, you might want to look elsewhere. 
  6. Will they handle community management (replying to comments & DMs & engaging with other accounts? Some clients prefer to handle this in house. Especially if you are a service-based business and need to chat directly with customers to schedule them or answer questions. If you’re comfortable with them handling it, be sure to provide them with an FAQ list so they can quickly address customer concerns. 
  7. Have they worked with similar brands in your industry? Typically, some experience with your industry is preferred, but it is not necessary. 
  8. Are they managing your social media for at least 1 month? Anything less WILL NOT WORK. If you hire someone to just do a week’s worth of social media managing and marketing — you’re wasting your money.
  9. How will you be charged? There are three main pricing models I’ve seen: hourly, flat fee, and a percentage of sales. There are pros and cons to each, so make sure you choose what’s best for your business. If you anticipate requesting a lot of edits and changes, hourly might not be the way to go. If you’re killing it in sales already without the social media agency, maybe don’t consider the sales choice. I charge a flat rate to avoid any of these issues.
  10. Do they have any testimonials from past clients? If they don’t, this is a huge red flag! Ask them about the similar brands they’ve managed – like what you see? That’s a good sign!
  11. Where are they based? The great part about social media is that they can essentially be located anywhere. However, it is typically beneficial for your time zone to be the same (or similar!) for communication purposes. Also, if they are doing any photography for you, it might be best to keep this done locally as shipping fees can get expensive.

Be sure to do your research when reaching out to social media agencies and freelancers and then ask them any of these questions if you couldn’t get them answered prior to reaching out.

And if you’re looking for a one-woman social media maven? I’d love to work with your brand. Let’s chat!

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3 New Instagram Features You Need to Know About in 2021

Working in an ever-changing industry can be a lot to keep up with sometimes, especially after a year like 2020. No shame, homie! I totally get it and are here to provide you with a few new features you should start taking advantage of if you haven’t already.

Keyword Seach

I always emphasize the importance of being strategic with your name and username on Instagram because they were previously the only fields that the platform considered in search queries. Well, drum roll, please… Instagram has now enabled keyword search! Users can now search a phrase and results will include posts featuring those keywords. FINALLY! This will shift discoverability on the platform and the emphasis will move slightly away from hashtags and more onto SEO in captions.

Now I know what you’re thinking! I just got a hold of hashtags! Now this! This is why during this changeover it’s going to be important to bone up on SEO, if you do not have the time…find an SEO expert. Pssst…

Instagram Guides

Consider Instagram Guides as comparable to a mini blog post (like this one!). They were created as “a way to more easily discover recommendations, tips and other content from your favorite creators.” Each Guide features curated posts paired with commentary and tips. Soon you can check out my first-ever Instagram Guide here, where I’ll re-purpose one of my older blog posts (p.s. idea for your first guides). Remember that a major goal of social media is to provide value to an audience and Guides are a perfect way to do just that!

Reels

Reels can be used to grow an account and boy did I find out! I used Reels with a client of mine and she gained over 3,000 followers in only one month on Instagram as a result of their exposure and reach from the Reels alone. Think of Reels as Instagram’s version of TikTok. You essentially share short videos paired with existing audio. For a physical example, you can check out some great example Reels here. They’re so much fun to make AND show results! I would 10/10 recommend giving them a try!

I hope this blog post was helpful for you in discovering a few new features to incorporate into your Instagram strategy! For more social media tips, follow me on the ‘Gram.


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Set Goals for Your Social Media Marketing Strategy

A succinct strategy will help your brand tackle its goals with a sense of purpose.

That’s why I’ve put together a comprehensive guide to creating a social media marketing plan from scratch.

Set goals that make sense for your brand

Let’s kick things off with a quick question: “What do you want from social media, anyway? Social media strategy planning starts with your goals.

Increase brand awareness. Gone is the day of SELL! SELL! SELL! Now it’s about getting your name out there. To create authentic and lasting brand awareness, avoid solely publishing promotional posts. Instead, focus on content that emphasizes your personality and values first.

Generate leads and sales. Whether online or in-store, followers aren’t going to make social purchases by accident.  For example, are you about alerting customers about new products and promos? Are you not providing your clientele with promos or discounts? Well, that’s another issue to tackle all together… Better start doing that.

Grow your brand’s audience. Bringing new followers into the fold means finding ways to introduce your brand to folks who haven’t heard of you before.

Digging through your social channels is nearly impossible without monitoring or listening to specific keywords, phrases, or hashtags. Having a pulse on these conversations helps you reach your core audience much faster.

Boost community engagement. Explore ways to grab the attention of your current followers.  This means experimenting with messaging and content. Pay attention to your viewers and their interests. Reach them that way.

Even something as simple as asking a question can increase your engagement rate. Your customers can be your best cheerleaders, but only if you’re giving them something to do.

Drive traffic to your site. Simple enough. If you’re laser-focused on generating leads or traffic to your website, social media can make it happen. Whether through promotional posts or social ads, keeping an eye on conversions and URL clicks can help you better determine your ROI from social media.

When in doubt, keep your social media marketing strategy simple rather than muddling it with too many objectives that might distract you. Pick one or two and stick with ’em.

Now it’s time to create engaging content based on these strategies. Still have no clue where to start? Unglitch.io is here for you! Unglitch.io offers 1-Month social media takeovers that go overs your strategy, a 1-month content calendar, unique graphics, and more – learn more on the Marketing tab!