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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.

OTHER FINDINGS FROM STUDY

  • 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: https://clutch.co/agencies/digital/resources/small-business-digital-marketing-survey-2018.

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.

 

Grow-you-business-graphic

Social Media Marketing for Small Business – The Lucé Media Academy

10 Benefits of Social Media Marketing

10 Reasons Why Social Media Is Your Startup Marketing Plan’s Greatest Weapon

By now the power of social media is well known within the business world. The ability to connect directly to an audience in such a personal way has been an incredible advancement for companies of all sizes, whether they work on a local, national or even international basis. Social media platforms provide a window into the life of the consumer, showing the needs, wants, praises and complaints that before could only be gleaned through stodgy and expensive survey campaigns. Not to mention the helpful details that can be mined through demographic and ad insights alone.

Looking at the statistics regarding social media as it stands today, we can see just how influential these platforms truly are:

  • 85% of consumers within the United States are regular social media users, with 58% of those using social media to connect to brands. (MarketingSherpa)
  • 71% of consumers who are satisfied with social media based customer support, or who have a positive social media experience with a brand, will recommend that brand to others. They will also spend on average 21% more. (Ambassador)
  • 57% of consumers say that seeing positive reviews of a business online is a strong influence on them choosing that brand. (DMN)
  • One in three consumers actively seek out brands on social media. (Global Web Index)

The Importance of Social Media for Startup Marketing

As a startup, particularly if you are limited in your capital or could be described as a bootstrap company, you have a unique challenge awaiting you. No matter how good your product, it won’t go anywhere without the ability to reach the intended audience it was made for. That is just step one. If you can’t convince that audience once you’ve connected with them that your brand can stack up against the big guys, or against the other startups already established in the industry, you won’t move the needle.

Social media is an effective, affordable and powerful tool that will give you everything you need to push your brand into the spotlight. As you achieve growth milestones it also gives you a platform to further hone your engagement and continue that upward trajectory.

Luce Media - Digital Agency & Social Media Marketing McKinney, Frisco, Plano, Dallas

Here are the ten reasons why social media is your startup marketing plan’s greatest weapon.

1 – Increasing Your Exposure

Exposure is not in and of itself the goal of social media use, as it isn’t how many followers you have but what you do with them. However, this is the first step in making a successful social media marketing campaign. You want to build the numbers to get your brand’s message out into the social sphere.

2 – Increasing Your Traffic

Generating traffic is the top reason for most marketers to utilize social media. Thankfully this is a major function of every platform. Regular social media use posted to redirect people to your website is a guaranteed traffic driver.

3 – Establishing Brand Recognition

Half of being successful as a startup is being noticed. Brand recognition ensures that your reputation is preceding you. It shows that you are sticking out in your audience’s mind, rather than getting lost in the sea of faces that is the online marketplace.

4 – Generating Leads

Lead generation is one of the most tedious and difficult aspects of promotion for any marketer. The constant grind can be wearing, but social media makes it easier. You have a pool of potential leads just waiting for you to reach out.

5 – Upping Your Search Ranking

Google prioritizes social searches on their engine, particularly Twitter. You can use that to your advantage by working to make your social profiles as SEO friendly as your website, as well as posting regularly to bring your social profiles to the top of search results.

6 – Gaining Insight Into the Marketplace

When using social research, you can begin to develop better insights into the marketplace at any given moment. Seeing the purchasing habits of your audience is one benefit, though watching the competition can be equally as effective in helping you better develop your own brand strategies.

7 – Building Business-Boosting Relationships

B2C isn’t the only direction you can take your social efforts. Twitter, Facebook, LinkedIn, Reddit and many other platforms give you a launching point for establishing new relationships and partnerships that can be beneficial for your startup.

8 – Improving Sales Figures

Direct sales has been an iffy use for social media since Facebook tried to create storefronts on business pages. But even if in-page checkouts fail to bring exciting results, social media is a great tool for driving conversions by pushing consumers to your site.

9 – Reducing Marketing Costs

Startups have to budget with great care and there are a lot of balls to juggle. Social media is a cheap (in many ways free) marketing tool, with decent advertising options that can work within your business’s means.

10 – Gaining Brand Loyalty

Perhaps the most important part of a startup marketing plan is building brand loyalty. You want to bring your audience back again and again, which is easy if you engage them properly.

Are you looking to improve your social media marketing and digital marketing strategies? The experts at Lucé Media are ready to help your business move into the next phase. We do content marketing in McKinney, TX and Frisco, TX and Plano, TX and Allen, TX.

 

Forms of Social Media Engagement

Social Media Metrics: The Most Important Analytics To Measure Engagement

Are you using the right social media metrics and analytics tools to monitor, assess and improve your social media performance?

What analytics are you measuring and what should you be measuring in your social media tracking?

Monitoring your social media analytics can make the difference between the success or failure of your social media presence.

Images of Likes, Tweets Share, etc.

Web and Internet concept with social media and social network signs and words on bouncing colorful spheres isolated on white background.

The world of social media has taken off so significantly in recent years that there are now all sorts of different metrics, analytics, and tools you can use to look at the performance of your social media content.

Engagement on social media and engagement with your brand are two separate things. While you think that people are engaging with your brand on social media, they’re still on someone else’s network, with the ability to be distracted by something else – a cat, maybe – at any time.

It’s not your time, it’s theirs.

However, when they move onto one of your properties – your website, principally, you can start to analyze what they’re really doing. And this is where social metrics gets really interesting.

Take, for instance, the difference between Twitter and Facebook visitors once they’ve landed on your site. I’ve frequently found huge differences in subsequent engagement, with many Twitter Graphic Showing: Best & Worst Times To Post to Facebook & Twittervisitors leaving after one or two pages at most, and Facebook visitors (on the desktop) staying for at least four pages. Think of how you use Facebook. During the evening hours, many users will scroll through their feeds until they see the last thing they remember on Facebook.

How likely is your audience to share your content? When your followers and fans feel motivated to spread your message, your engagement can increase exponentially.

You’ll find engagement levels through different metrics in your social media insights. Engagement can be in the form of retweets, forwards to a friend, comments, likes, shares, and inbound links.

The engagement rate for social media is typically defined as the total number of interactions with your content divided by the total number of impressions it receives. While this KPI (A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives) can help you determine at a high-level if people engage with your social content, it won’t tell you if they do so in ways that are meaningful and profitable for your business. What counts as a meaningful social interaction varies from industry to industry, and even from company to company.

If your social metrics include irrelevant actions, it will be difficult to tell if you’re making the impact you intend. Thus, it’s important to have a narrowly defined engagement rate that only includes interactions relevant to your brand goals.

To develop a custom engagement rate, the first step you need is to define the engagements that matter.

Facebook interactions and engagements take form in:

  • Likes
  • Comments
  • Shares
  • Video Views
  • Views of Facebook Live
  • Link Clicks

Instagram (although owned by Facebook) has its own form of engagement tools:

  • Hearts (double tapping)
  • Instagram stories
  • Commenting
  • Inbound messaging
  • Regramming

Some of Twitter’s default engagement rate includes all interactions:

  • Retweets
  • Replies
  • Follows
  • Likes (hearts)
  • Link clicks
  • Hashtag clicks
  • Profile photo clicks

A general guideline for determining a user’s level of effort is to consider how engaged or interested that user is at the moment they interact. A simple and easy formula is to assign a weight system based on the user’s level of effort. For instance, if a user were to give you a Like on Facebook, heart on Instagram or a Like on Twitter – you would assign a 1 to that action given it is the lowest threshold of engagement you can deliver on those three platforms.

On the other hand, if a user viewed your video or watched a Facebook Live session – you might assign a 3 to that action in that it required more engagement on their part.

Along those lines, if a user SHARED a Facebook post or Retweeted a tweet you might assign a 5 to that action.  The viral nature of that engagement will potentially yield you more followers or customers in the end.

In the end, we recommend you harden your social reporting. Make sure the information you are collecting and monitoring is relevant, make it real-world, and not stuck in the isolated environment of the social network itself. Then you’ll get the acknowledgment and the return on investment that you need.

Here at Lucé Media, our team works with small- to medium-sized businesses and individuals who want to benefit from innovative, exciting new approaches to digital engagement. If you need top-notch assistance with your social media branding efforts, contact Lucé Media today!

The best times to post to social media to get the most engagement

“Post, Pin, & Tweet”: Best Times To Post To Social Media?

Everyone is looking for the answer to that question of most importance in social media – when is the best time to post content?  Our answer – and the truth – it depends. You’ve spent all this time searching for or creating your content and you want it to have the greatest impact on your audience. There are many answers to the question of when to post content on social media platforms, so we prepared this infographic that will explain the best times per platform. Enjoy… and happy posting!

Best Times To Post To Social Media? - From Luce Media

 

Luce Media - Digital Agency & Social Media Marketing McKinney, Frisco, Plano, Dallas

 

To get a FREE initial analysis including real-time metrics on your own Social Media performance – click here.

For more information on the Social Media Training and Consulting programs – send an email to Information@LuceMedia.net

Luce Media - Digital Agency & Social Media Marketing McKinney, Frisco, Plano, Dallas

WHAT ARE THE MOST IMPORTANT SOCIAL METRICS FOR TWITTER?

I hear the debate all the time when looking at social metrics. I’m referring to the Twitter debate.  Is Twitter still a good social platform for business?  Should we consider Twitter to be a marketing tool or is it just for people who have a lot of time on their hands and have a need to jibber-jabber all day long?  Think of Twitter as a means to get instant public messages out to your audience, whether it is an audience of friends, colleagues or potential customers.

Twitter is becoming an increasingly important platform for online communication and, yes, conversation.  And where there is a conversation – there is opportunity and money.  The latest research shows 61% of customers’ purchasing habits are decided by those companies that deliver custom content. Content and engagement are critical components of a successful Twitter strategy.  But how and what you measure on Twitter with regard to social metrics will point you in the right direction for executing a successful strategy.

By measuring how your audience responds to your Twitter presence, you’ll turn what seem like random interactions into an actionable Social Metricsstrategy.

Every social media platform has its lexicon when it comes to naming features and taking action, and Twitter is no different. You can run month’s worth of reports, but they won’t mean a thing if you don’t have set goals and are trying to measure something you don’t understand.

To help you better navigate your Twitter metrics, here are some of the standard, most basic social metrics you should know about the platform.

  • Direct Messages (DM): These are private messages sent from one Twitter user to another. They can be used for one-on-one conversations or between a group of users. Twitter’s 140-character limit no longer applies to DMs.
  • Likes: This is used to represent a stand-out Tweet. The motivation behind clicking “like” is subjective, but it’s usually positive in sentiment. Likes replaced Favorites in 2015, and use a heart instead of a star icon. According to a Twitter product manager, this change was due mostly to the versatility of the heart and meant to be a change towards something more universal that can be understood easily by new users.
  • Followers: The number of people that currently subscribed to your updates.
  • Mentions: Refers to a Tweet in which your @username is included.
  • Replies: A response to a Tweet that begins with your @username.
  • Retweets (RT): Occurs when a user shares an existing Tweet published by you (or another Twitter account) with their followers.

Get to Know Your Twitter Activity Dashboard

Social MetricsThere is an activity dashboard available to any Twitter user who has signed up on the platform (or who has access to

Twitter Ads). The data displayed on your dashboard can help you optimize the effectiveness of your Tweets and inform you on what types of content you are creating for both paid and organic Tweets.

This activity dashboard will offer you some potentially valuable information.  Here, you’ll see how people engage with your Tweets in real time, and get a detailed view of the number of retweets, replies, likes, prompted follows, and clicks each of your Tweets receives. You can also get detailed insights into who’s your audience.

Your dashboard is separated into three main areas: Tweets, Audiences, and Events. These are the key metrics you will find here:

  • Home Tab-Your Home screen provides a monthly at-a-glance summary of your Twitter highlights. This includes your:
  • Top Tweet
  • Top mention
  • Top follower
  • Top Media Tweets
  • Tweets published: The number of Tweets you posted during a given period.
  • Tweet Impressions: The number of people who saw your Tweet in their timeline or search results
  • Profile Visits: The number of times your profile is visited as a result of a Tweet.
  • Mentions: The tweets that mention your @username and received the highest number of any reactions or impressions. This does not have not have to be posted by the user; the user only needs to be tagged or mentioned.
  • New Followers: The number of people who weren’t previously subscribed to your Tweets and now are. If you lost followers, this would be a negative number.
  • Tweets linking to you: The number of Tweets that a user’s Twitter Card(s) give a summary of a website or video through an image that is tweeted by the user or others.

Under the tab labeled Tweets – these are the most important metrics to track:

  • Engagement: This is a user’s interaction with your Tweets. It includes mentions, replies, Retweets, likes, line clicks, and new followers.
  • Tweet Impressions: This directly relates to the numbers of followers, mentions, and retweets that a user receives. How many streams a tweet is added to.
  • Engagement Rate: The number of engagements or clicks on the tweet including likes, retweets, and follows divided by impressions.

We should point out that this “Tweet” tab focuses solely on Tweets that you’ve created (including replies you’ve sent), and doesn’t include any Tweets that mention you.

Audiences Insights Tab

The more information you have about your audience, the more compelling content you can create. The Audience Insights tab helps you discover valuable information about your followers and the people who’ve engaged with your Tweets.  Here you’ll have access to data about:

  • Demographics: Such as gender, language, origin, gender, income, marital status, education and more.
  • Interests: A real-time interest graph displays what percentage of your audience are interested in specific topics, ranging from technology and entertainment to business and tech news
  • Lifestyle: Identifies the occupation, TV viewing preferences and political affiliation of your audience.
  • Purchasing behavior: Breaks down your audience’s buying style and the types of consumer goods they favor.
  • Mobile footprint: Informs you about which wireless carrier and device your audience is using.

Twitter Metrics Reports to Run

  1. The Profiles Report

Your Twitter Profiles report will help you see how your audience is interacting with your content. From this report, you can build an engagement strategy that’s relevant to customers and drives performance.

  1. The Twitter Comparison Report

The Twitter Comparison report is a way to gain insight on how your Twitter strategy stacks up to that of your competitors. Through this report, you receive a breakdown of your engagement, influence, follower growth, and mentions—and then compare that to one of your competitors to see where your strategy can be improved.

  1.  The Twitter Listening Report  

Social MetricsOne of the newest features, the Twitter Listening report, lets you track current and historical keyword usage data across Twitter. It calculates aggregate Tweet counts for any keyword or phrase on Twitter across any time period.

With the Twitter Listening report, you can better understand the effectiveness of your Twitter campaigns and uncover trends in the usage of brand keywords and hashtags.

Put Your Best Foot Forward

Content is a huge piece of your social media marketing strategy.  Creating powerful content that delivers results requires actionable data. When paid attention to, your Twitter metrics can have a significant impact on what you get out of the social network.

While there’s no right or wrong way to track your performance on Twitter, using these basic tools can help your efforts on Twitter become more productive with your reporting and social metrics.

But are These Metrics Enough to Grow Your Business?

Over 500 million messages are posted every day on Twitter. How many mentions your business? What about your company? This might be a good time to find out. The metrics described above are the most basic metrics offered by Twitter.  But in a world where deep data can make or break many marketing campaigns – new metrics and new methods of measurement have proven very successful.  At Lucé Media we offer a product called ShareRocket that provides a very deep dive into social media metrics of all types.Social Media Metrics McKinney TX - Luce Media

Our social media metrics tools will allow you to manage your entire social footprint with the social metrics that matter. Our SHARE and SEI® metrics are simple to understand, yet powerful social metrics that change the culture and improve the performance of your entire organization. Robust metrics guaranteed to move your business forward.

We have created the industry’s best real-time metrics to manage every level of your brand’s social presence. Look at your performance on Facebook, Twitter, and Instagram at a glance. Dive deep into our dashboards and reports for actionable insights.

Lucé Media customers see dramatic growth over their competitors that use standard analytics tools like those we have described in this article.  Grow your Engagement and expand your revenue opportunities. Clients using Share Rocket see up to 150% more engagement than using standard analytics tools.