Two women working with a laptop that has the words Social Media on the screen

How Small Businesses Are Using Social Media Marketing in McKinney

A survey of small business owners reveals that businesses budget modestly for social media marketing in McKinney and elsewhere around North Texas – which may be a mistake, according to industry experts.

Most small-to-midsize businesses in the United States are now using social media for marketing purposes, according to a recent survey by Clutch, a B2B research firm. Social media, website marketing, and email marketing were key areas of investment.

Some 71% of respondents say their firm uses social media, and 16% say their firm is planning to in the future.

Graphic showing Which Social Media Channels Do Small Businesses Use When Doing Social Media Marketing in McKinneyFacebook is the social platform SMBs use most (86% use it). Instagram is second (48%), followed by YouTube (46%), Twitter (44%), LinkedIn (31%), and Snapchat (25%).

Just over half (52%) of SMBs that use social media marketing post at least once a day.

Many small businesses may not budget much for digital marketing because they have so few employees and limited resources to invest. More than half (57%) of businesses surveyed reported annual revenue of less than $1 million.

In addition, in-house digital marketing teams may not be “teams” at all: 30% (the largest group) of small businesses only have one employee working on digital marketing. This finding suggests that in-house digital marketers may lack the time and resources they need to market efficiently.  This is one of the most important reasons if you are doing social media marketing in McKinney or elsewhere in North Texas, Luce Media is able to improve on what you are currently doing.  We have programs and plans to fit virtually any small business marketing budget.

The adage “you must spend money to make money” is true for digital marketing.

Although the concept is familiar to most small business owners, many still struggle to choose the best marketing methods or to afford marketing at all.


  • The majority of small businesses use both social media (62%) and a website (61%) to market themselves.
  • The majority of small businesses (80%) do not invest in content marketing, and experts warn that they are missing a key marketing opportunity.
  • Websites (54%), social media (51%), and email marketing (36%) are the top three digital marketing channels that small businesses will invest in during 2018.

Over half (54%) of small businesses surveyed will improve their websites and engage consumers through social media, while 36% will direct more resources to email marketing in 2018.

Content Marketing Lags, Despite Cost-Effective Results

Fewer than 1 in 4 small businesses plan to invest in content marketing in 2018, but experts caution that failing to perform content marketing is a mistake for small businesses.

Creating content–such as blog posts, whitepapers, and videos—is a highly cost-effective way to build brand loyalty and boost a business’ ranking in search results.

Keith Gutierrez, vice president of marketing at Modgility(link is external), reminds small businesses that in developing a content marketing strategy, quality is more important than quantity.

“[Content] just needs to be great, quality stuff you can’t find anywhere else,” says Gutierrez.

Small businesses already have what they need to start creating content: they should consider their unique advice and data, then package that information into useful content.

Virtual/Augmented Reality Marketing Sees an Investment Bump

In an effort to keep up with new technology, some companies (12%) will increase their investment in augmented and virtual reality (AR/VR) marketing.  AR/VR marketing is especially effective for products that benefit from in-person tours, like real estate and travel booking.

Clutch’s 2018 Small Business Social Media Survey included 351 small business owners or managers from across the U.S. with fewer than 500 employees.

To read the full report and source the survey data, visit:

To get more information on Social Media Marketing in McKinney and other communities in DFW, please call  (469) 907-1057 or send us a note at our website.  To find out how we can teach you and your employees to deliver on social media marketing, read more here.


Blue Arrow with Words Social Media Makreting


Some business owners still believe that social media is merely gossiping and hanging out on Facebook. Once again, social media for business has nothing to do with simply hanging out on social media. But using social media marketing gives even small businesses real marketing advantages and opportunities.

In 2018, not using social media as a marketing tool is like saying you still rely on yellow page ads. It doesn’t work that way any more. Yet some people are stubborn and ask: Why is using social media good for me? Why do I need that again? Here are some of the most compelling reasons why:


The Power of Social MediaCreating a new page on your business website is like taking a really great selfie. You want the world to see it, but you don’t want to beg for attention (or worse, pay for it). That’s why for selfies and landing pages, well-placed social media posts can make all the difference.


Search engine crawlers know which pages are consistently earning traffic and which are just floating out there, forgotten and ignored. A killer content strategy for SEO is the most important part of earning top spots in search engine rankings, but driving traffic to your optimized pages will cause them to climb much faster in the search engine results pages (SERPs). Don’t forget that Google considers your social activity to be a top ranking signal.


Part of what makes Twitter and Instagram marketing so cool is the interaction you can have with your consumers; you can read their tweets and status updates to get real-time insights into their daily. What products are they buying and why? What are they doing on the weekend? What kind of posts do they love to share, and from which brands?

Using social media as a tool for connecting with complementary, non-competing businesses, thought leaders and influencers in your industry, as well as journalists who cover your industry, is another benefit. You never know what a simple retweet or comment can lead to. Compliments work especially well.


People view Twitter and Facebook as social networks, not marketing machines. As a result, they’re less likely to see what you post as an advertisement and will be more likely to hear what you have to say. This translates to serious web traffic when you link to your site and posts that market themselves as your friends and followers share what you’ve posted.


One of the reasons using social media is important is because of the highly customizable nature of social media ads. Facebook ads, for example, allow you to target users by things like location, education level, industry and even purchase history and the pages they’ve liked.


Whether your business is sponsoring a local charity fundraiser or attending a major international trade-show, there’s no better way to leverage your presence than using social media.


Brands using social media have more engaged and loyal customers. When you’re engaging and interacting on social media (not just tossing your posts out onto the web hoping someone will stumble upon them) you become less like a big corporation and more approachable to potential consumers.


According to AdWeek91% of retail brands are using more than one social media platform. This is something you need to keep in mind, because it’s much harder and more expensive to catch up than it is to get in on the game ahead of your competitors.

If your competitors get to your potential customers first, they’ll earn their loyalty and you’ll have a hard time winning them back. If you’re active and engaging on a variety of social platforms, you can gain those friends and followers first and your competition will be playing catch up to you.


Some brands may have bigger marketing budgets than others, but all businesses start off on pretty equal footing when it comes to using social media for marketing. Nobody knows you, and you are trying to get noticed. The businesses and brands that thrive are those with the most clever, attention grabbing tactics and the most relevant and informative content.

In short, they’re providing value to their target audience while also showing personality and being entertaining. If you really want to get lots of traffic and increase your online presence, you will have to outwit, outdo and outsmart your competition while offering superior products and customer service.


According to MarketingTech70% of business-to-consumer marketers have acquired customers through Facebook. Or that 84% of CEOs and VPs say using social media helps make purchasing decisions.

Picture showing building money with Social MediaUsing social media as a marketing tool doesn’t just keep your brand in front of potential consumers; it also gives you the opportunity to provide them with incentives to purchase. Share coupon codes, with a unique code for each social channel – you may be surprised at which social network drives the most sales.


If you set up streams to follow keywords in Twitter (Hootsuite makes this simple), you can find people looking for the products you sell and direct them to your site. Using Twitter for social media marketing is great that way; telling consumers wanting your products how to get them is just an @yourbusiness away.


If you are using LinkedIn or Facebook marketing you most likely belong to groups related to your products, industry and target audience. By posting in these groups you can help influence potential customers to check out your site. Answering questions on platforms like Quora is another strategy.

According to WordStream, the average cost per click on Google Adwords is between $1 and $2. Depending on the keyword targeted you can actually end up paying $65 or more for a single click. And that’s real money for any business that we know!

At the same time, you can send traffic through Facebook and Pinterest for as little as $0.12 per click. Why pay up to ten or twenty times as much for each visit when using social media is so much more cost-effective?

Simply put, using social media as a marketing tool is part of doing business in 2018. If your business isn’t already active on social networking sites, now is the time to start.

Let Luce Media provide a FREE Digital and Social Media analysis of your efforts.


This information was originally posted here.

Social Engagement

10 Steps On The Rules Of Engagement in Social Media

Standing apart frоm a сrоwd thrоugh ѕосiаl mеdiа will always be аn imроrtаnt part оf уоur digital marketing strategy. Sосiаl Media nеtwоrkѕ are constantly grоwing with nеw uѕеrѕ аnd nеw buѕinеѕѕеѕ, not to mention rapidly changing features and algorithms. With ѕо muсh соmреtitiоn, аnd ѕо mаnу роtеntiаl сuѕtоmеrѕ, hоw do you keep thе audience еngаgеd in order tо build and mаintаin a relationship with thеm?

The one constant that businesses can depend on is that social media itself isn’t going anywhere. It’s increasingly the one reliable place to reach consumers. The tools and channels may shift, but the cultural sea change instigated by Facebook more than a decade ago is here to stay. You don’t need a crystal ball to see that.

Sign showing Time To EngageAccording tо a recent ѕtudу, thе ENGAGEMENTdb ѕtudу, соmраniеѕ that еffесtivеlу utilizе ѕосiаl еngаgеmеnt strategies see an аvеrаgе аnnuаl inсrеаѕе in rеvеnuе of 18%. Additiоnаllу, соmраniеѕ that fail tо initiate well-planned ѕtrаtеgiеѕ fоr ѕосiаl media mаrkеting аrе very likely to ѕее their revenue mаrginѕ dесrеаѕе by mоrе than 6%. Thе Intеrnеt iѕ thе mоѕt роwеrful buѕinеѕѕ tооl that hаѕ ever been сrеаtеd. Today – social media channels are SALES channels. Today, regardless of if you are a startup, small, medium or large business – you need to harness the power of social media marketing.

Remember that social media isn’t a silo, but a bridge that connects you to a larger but more specific type of audience.

We have put together 10 initial steps in the rules of engagement

  1. Engаgе уоur followers. It ѕhоuld соmе аѕ nо surprise thаt thе numbеr one rulе оf ѕосiаl engagement iѕ tо еngаgе аnd be ѕосiаl. Yоu cannot ѕign uр tо bе a раrt оf a соmmunitу and thеn ѕit in a соrnеr bу уоurѕеlf doing nоthing but thrоwing out a fеw рrоduсt dеѕсriрtiоnѕ. Take thе time tо build truѕt with уоur fоllоwеrѕ before you саn start рitсhing ѕаlеѕ to them, ѕо mаkе ѕurе уоu ѕtаrt оut with a lоt оf interaction.
  2. Stау соnѕiѕtеnt. Stiсk with what уоu knоw аnd whаt уоu аrе knоwn fоr. If уоu аrе a jеwеlrу designer, fосuѕ on tорiсѕ about mаking uniԛuе рiесеѕ. Don’t соnfuѕе уоur fоllоwеrѕ by gоing оff оn a rant аbоut сrеdit card rаtеѕ. You саn mix it uр frоm timе to timе, but you wаnt tо ѕtау соnѕiѕtеnt on what tорiсѕ уоu choose.
  3. Bе constant. It happens tо all of us. Wе ѕtаrt оut full оf energy, ѕtау up-to-date on аll оf our роѕtѕ, аnd then ѕlоwlу wе start tо рull back аnd drор off. Inѕtеаd of changing a ѕtаtuѕ update dаilу, we ѕliр down to оnсе a week оr every twо weeks. Thiѕ can hаvе a negative imрасt оn уоur social mаrkеting ѕtrаtеgу. Write dоwn уоur dаilу tasks and stick with it. Dесidе how much уоu can do еvеrу dау and ѕсhеdulе the timе to dо it. Whеthеr it’ѕ changing уоur ѕtаtuѕ оn Fасеbооk оnсе a dау, ѕеnding оut a twееt every hоur, оr leaving comments on a fеw оf уоur favorite blоgѕ, stay соnѕiѕtеnt. Thiѕ is thе оnlу wау to mаkе ѕurе people don’t fоrgеt whо уоu аrе.
  4. It’ѕ nоt аll аbоut уоu. Have уоu еvеr bееn аrоund ѕоmеоnе whо dоеѕ nоthing but talk about himself? It’s not еxасtlу ѕtimulаting соnvеrѕаtiоn. Yоu dоn’t want to bе thе person whо hаѕ no interest in whаt other реорlе have tо ѕау. Shаrе the thingѕ you need tо аbоut уоurѕеlf аnd уоur buѕinеѕѕ but dоn’t fоrgеt tо tаkе thе time tо find оut whаt оthеr people hаvе tо say аnd what they wаnt to hеаr.
  5. Bе rеѕроnѕiblе.  When people see you being responsive to concerns related to your business, you’ll have the chance to promote your products and services there. If a fоllоwеr takes thе timе to lеаvе уоu a comment оr аѕkѕ for a rеtwееt, make ѕurе you givе thеm a response. This is one of the easiest, yet least used forms of engagement. Responding to as many comments or questions from your audience breeds loyalty and return business.  Bу kеерing the conversation gоing, уоu аrе keeping оthеrѕ fullу еngаgеd. Positive оr nеgаtivе, аlwауѕ take thе time tо rеѕроnd to whаt оthеrѕ аrе ѕауing.
  6. Sеаrсh fоr people. If уоu аrеn’t a сеlеbritу, thеn уоu рrоbаblу wоn’t have thоuѕаndѕ оf strangers beating a раth tо уоur ѕосiаl media door. If you wаnt to get more fоllоwеrѕ, уоu nееd tо go оut аnd gеt them. Find people who are talking about the ѕаmе thingѕ thаt intеrеѕt уоu аnd ѕtаrt engaging them.
  7. Be patient. Dо nоt expect tо be аn inѕtаnt success in ѕосiаl media. It tаkеѕ a lоt оf timе, рrасtiсе аnd patience. Sреnd timе wоrking оn your ѕtrаtеgу. Learn to use the tools provided by all major social platforms to give you insights into what your audience is interested. Engage in that arena and bеfоrе lоng you will begin tо ѕее the results you want.
  8. Sреnd time with it. Sосiаl mеdiа rеԛuirеѕ a hefty time investment. To bе ѕuссеѕѕful, уоu have tо bе соmmittеd tо the timе уоu nееd tо рut into it. Keep to a ѕсhеdulе and you will bе аblе to hаndlе the dеmаndѕ that соmе from a social mаrkеting ѕtrаtеgу. Simple strategies like creating an editorial calendar will get you focused on where you should place your greatest efforts.
  9. Rерrеѕеnt your brand. Yоu ѕреnd еnоugh time creating оnе, ѕо you nееd tо mаkе sure уоur brаnd iѕ bеing wеll rерrеѕеntеd. Find your mеѕѕаgе аnd ѕtiсk with it. Consistency is key.  But what do you want to convey about your brand online? When you know why you started your enterprise to begin with – that is where you should represent your brand.
  10. Dоn’t fоrgеt tо sell. You ѕtаrt with the engagement, аnd whеn thе timе is right, wоrk on the sell. Yоu are mаrkеting fоr a purpose, and thаt рurроѕе iѕ to grow уоur buѕinеѕѕ. You саn’t do thаt if you аrеn’t mаking аnу ѕаlеѕ. So, dоn’t forget уоur gоаl аlоng thе wау!

If there’s one common theme in every type of social media tactic for engagement shared here, it’s that you must be careful to treat these channels as a way to build relationships—not as a selling platform. Focus on building connections and engagement first; if your products are right for the people you reach, the purchase will come later.

At Lucé Media, our goal is to get your customers to engage, build loyalty and ultimately increase sales through a variety of digital and social media channels. We have a significant list of services that will fit all marketing budgets – small or large.

Get started by signing up for a free social media audit here.

Woman looking at cell phone

$10 Billion Dollars Lost – Bad Online Data

A friend of mine recently returned from a vacation and we were discussing the good times she had. Since we are both in the digital space – the talk eventually led in that direction and how digital impacted her vacation.  One of her comments: “I couldn’t help but remember how much inaccurate online data I came across while my family and I were looking for something to do, eat, shop, or visit while we were away.”

Using Mobile to Drive New BusinessEvery day, people like my friend are traveling and searching online for locations of businesses that they are ready to visit right then, only to be failed by their local search experience.

The address is wrong, the phone number’s not there, or they can’t find the business at all. The listing is not claimed, the hours are not stated, the website is wrong… The list goes on. For businesses, this disconnection not only means lost foot traffic but also a lost opportunity for new customers to discover their location and become a future client.

Local presence management is critical to ensuring that businesses are visible, especially to travelers. We have become so dependent on our phones telling us what to do and where to go that it is imperative today to get online information right.Woman looking at cell phone

Believe me when I say – I know that inaccurate location data can undoubtedly frustrate your potential customers, as well as spread and corrupt a brand’s online presence in more ways than you can count…

According to a study completed by Andrew Shotland and Gregg Sterling, bad data cost over 10 billion dollars per year.

  • 18% of listings had a missing or incorrect phone number. When it comes to insurance companies and agents, it’s even worse. As many as 30% of insurance listings fail to list the correct number when customers are looking for a new policy.
  • 43% of listings had missing or incorrect addresses. As people get more mobile with their devices, the impact of this problem – spanning from maps and navigation to local search engines – will only get worse.
  • A full 14% of business listings were missing completely across industries. Although there are many ways that inaccurate information prevents customer visits, the research team looked deeply at how much their lack of digital listings were contributing to the problem.
  • Businesses who have missing listings and are not present online suffer a cost of $10.3B a year. This number was calculated by looking at how many more choices consumers now have as they purchase offline and how digital is changing the game for local businesses.

The new digital world we live in has created this problem of inaccurate or missing listings. The online data available to consumers is often

Sign up and get our free e-book on LocalPresence Management by clicking here.

Let Lucé Media help you get your business and your correct information on the maps – the right way. Schedule a demo today.

Getting local businesses found online is what we do. Let us get your online data right today.

Ipad Social

The Generational Divide in Todays News Consumption

Some people like to stay on top of the news cycle throughout the day by checking Twitter, Facebook, and their favorite news websites. Others prefer to be served a selection of the day’s important happenings by the evening news on TV. Whether you prefer one or the other may come down to your age and what you have become accustomed to in the past.

According to data published in the Reuters Institute’s Digital News Report, there is a generational divide when it comes to news consumption. While the large majority of those who grew up with the internet see it as their most important news source, those who relied on the TV news for a daily news fix for decades still tend to prefer the television over online news sources.

Very few people still rely on print publications as their primary news source, indicating that the role of newspapers has shifted from conveyor to commentator of news.

News Consumption

Another study late last year found that Americans express a clear preference for getting their news on a screen – though which screen that varies. TV remains the dominant screen, followed by digital. Still, TV news use is dramatically lower among younger adults, suggesting further shake-ups to come.

News Consumption


  • Compared to print, nearly twice as many adults (38%) often get news online, either from news websites/apps (28%), on social media (18%) or both. (81% of adults ever get news on these online platforms.)
  • Still, TV continues to be the most widely used news platform; 57% of U.S. adults often get TV-based news, either from local TV (46%), cable (31%), network (30%) or some combination of the three. This same pattern emerges when people are asked which platform they prefer – TV sits at the top, followed by the web, with radio and print trailing behind.
  • But demographics speak to the fragility behind those TV numbers. While solid majorities of both those ages 50-64 (72%) and those 65+ (85%) often get news on TV, far smaller shares of younger adults do so (45% of those 30-49 and 27% of those 18-29). Alternatively, the two younger groups of adults are much more likely than older adults to turn to online platforms for news – 50% of 18- to 29-year-olds and 49% of those ages 30-49 often do so.TV’s staying power over print is buttressed by the fact that Americans who prefer to watch news still choose TV, while most of those who prefer to read the news have migrated online.
Bounce Rate and Landing Pages

Everything You Should Know About Bounce Rate

Bounce Rate is one of the most misunderstood metrics in web analytics.  Let’s demystify it for you.

A bounce is a single-page session on your website. OK, here is the very technical explanation: In web analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.

You find your bounce rate using Google Analytics.

Bounce Rate is the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

Everything You Should Know About Bounce Rate

The Metrics of an Average Website

These single-page sessions have a session duration of 0 seconds since there are no subsequent hits after the first one.

High bounce rates typically indicate that the website isn’t doing a good job of attracting the continued interest of visitors.

Three Reasons a high Bounce Rate is a GOOD thing?

Is a high bounce rate always a bad thing? It depends.

For example, if the success of your site depends on users viewing more than one page, then, yes, a high bounce rate is bad. Consider this: If your home page is the gateway to the rest of your site (e.g., blog posts, eCommerce pages, your checkout process) and a high percentage of users are viewing only your home page, then you don’t want a high bounce rate.

  1. On the other hand, if you have a single-page site like a blog, or offer other types of content where single-page sessions are expected, then a high bounce rate is perfectly normal.  And don’t always view Bounce Rate as a bad thing.  What if your user came to your site to specifically find a phone number or address or other contact information? Sometimes the user found exactly what they wanted and left.
  2. If you have several “landing pages” where you have a web form to fill out you will end up with a high bounce rate. But that is not a bad thing.
  3. Let’s say you have an eCommerce site where you are selling products. You are likely to have a lot of links to affiliated products or services. In this case, you WANT a high bounce rate.

How to lower your bounce rate

If your overall bounce rate is high, then you can dig deeper to see whether it’s high on the home page only or on other pages as well.

Everything You Should Know About Bounce Rate

Lower Your Bounce Rate

For example, if just a few pages are the problem, examine whether the content correlates well with the marketing you use to drive users to those pages. Is your navigation from one page to another clear to your users on the next steps you want them to take.

If the problem is more widespread, have your web developer take a look at your tracking-code to be sure all the necessary pages are tagged and that they’re tagged correctly.

If you still have problems you may want to reevaluate overall design of your website.   Examine the language, graphics, color, calls to action, and visibility of important page elements.

8 Steps To Take to Lower Bounce Rates

  1. The single best way to lower your bounce rate is to amp up the engagement on the content you post.
  2. Make sure your site is optimized for use on mobile phones and pads. 80% of all Internet users are on mobile. Nearly 60% of all searches are done on mobile phones.
  3. Make sure you consistently use key words for your website. Have a content and keyword strategy
  4. Try to provide relevant content and showcase it. Also always be looking freshen up the content you are serving to visitors.
  5. Pay attention to how you create navigation. Make it clear and easy to understand.
  6. Make sure there is an easy to find search function on your home page or landing page.
  7. Get rid of pop-up ads.
  8. Make sure any external links are set to open in a new tab or window. Sharing external content is great, but do it in moderation.

Bounce Rate is a metric you can use to analyze your marketing efforts. You can use it to measure if you’re living up to your visitors’ expectations. And you can use the bounce rate to decide which pages need more attention. At Luce’ Media we can help you implement best practices to lower Bounce Rates and help you drive more users to your website.  Meeting your visitors’ expectations and making your pages more inviting for visitors all leads to creating an awesome website. And we all know that awesome websites rank better!

You might also be interested in improving the SEO for your website. Click here for more.