Techno Lane Story

Okt 13, 2017 at 06:51 o\clock

Social Media Marketing Dos and Don’ts

There’s a right way and a wrong way to do social media marketing and a surprising number of brands are still doing it the wrong way and in a very public setting. One misstep could mean bad publicity for days or even weeks (we’re looking at you, United Airlines). With that in mind, here are a few social media marketing dos and don’ts to keep you on the right path.

Do prioritize substance over technology

The primary goal of social media marketing should be promoting brand awareness and customer loyalty. These are the things that are actually going to lead to greater profitability. But often, this isn’t the focus of social media marketing campaigns. Digital marketing managers often get caught up in making use of new technologies as they become available even when they don’t contribute to the overarching social media strategy. For an example: businesses that went out and bought 360 degree cameras when Facebook announced that it would support 360 video uploads. That’s not to say that using this particular feature is inherently bad. Just don’t let the substance take a back seat to the technology, it should be the other way around.

Don’t over-promote your products or services

Social media is a channel that should be more focused on advertising your brand and not any individual products or services. You can use the platform to announce new products or restock of a popular item occasionally but for the most part, use social media to show the world the bigger message behind your brand. For a good example, Dove’s “real beauty” campaign isn’t promoting any particular beauty product but it does further the brand’s message which in turn helps them sell product.

Do respond quickly to customers

Customers have come to expect a faster response time when they reach out to a brand via social media. Brands that go days without responding to customers will not be seen in a positive light. Some customer responses may be positive, others may have questions, and many will have an issue to complain about. These can come in the form private messages sent via the platform’s messaging application, comments on something posted by your brand, or you may be tagged in someone else’s post and asked for a response. You must be especially quick to respond to criticism but it’s also good to acknowledge praise. If you’re overwhelmed with private messages, you might look into developing a chatbot which can automatically respond and assist customers.

Don’t be opportunistic

A common social media strategy involves injecting brand messaging into trending conversations. This can work find when the subject that’s trending has some kind of connection to the brand. When nearly half of Americans’ social security numbers were hacked from Equifax recently, it was perfectly acceptable and understandable that brands in the cybersecurity and identify theft protection industries would chime in on the ensuing conversation. But some brands try to inject brand messaging into conversations that have nothing to do with them simply to get attention and to take advantage of what’s trending. This comes across as desperate and can really damage a brand’s image, especially when they try to capitalize on tragedy.

Do be humorous and have fun

Social media is a place people go to be entertained. If your content is good but not enjoyable, it won’t see as much engagement. Time and again we see that content that is humorous gets shared, liked, and commented on the most. All of this engagement with your content becomes free advertising so use humor to your advantage.

Don’t be overly political

The US is divided practically 50/50 with half being more liberal and half being more conservative. What this means is that any post that is political in nature is likely to offend half of the people who see it. There are exceptions to this rule. Some brands seem to attract people of one side of the political spectrum and political activism can actually work to their advantage. Chick-fil-A has got behind conservative movements and continued to do well. On the other side of the political spectrum Ben & Jerry’s actually names ice cream flavors after liberal political movements and does fine. Unless you’re certain your target audience will agree with your politics, leave them out of your social media campaign.

Do be authentic

The young people that inhabit social media are a savvy group. They can spot inauthenticity from a mile away. Don’t try to be something you’re not. Have a clear brand identity and stay on message and the battle is already half-won.

Mobile Technology News brought to you by


Aug 29, 2017 at 05:13 o\clock

Eight Keys to Success in Social Media Marketing

In this day and age, a strong social media presence is crucial for any brand that hopes to stay relevant. But social media is a crowded place, to succeed in creating a strong social media presence, you need to be aware of the following eight keys to success.

Quality over quantity

Quality over quantity applies to a couple of different things as it pertains to social media. The first is that you need to focus on making quality posts using quality images or quality video content rather than posting average stuff every couple of hours. The second is that you need to attract quality followers, people who will actively participate in conversations in the comments section of your posts and share your posts with their friends, not people who will give your page a “like” and never do anything else.

Success requires patience

Building a strong base of followers and establishing a real presence on any social media platform will take time. Go in with realistic expectations and be prepared to work very hard for a very long time to get the results you want.

Good content does the heavy lifting for you

One of the great things about social media is that you don’t have to do all the marketing yourself. Your followers will help make your content reach more people but only if you’re taking the time to craft quality content that makes people excited to share it with their friends.

Connect with influencers

Influencers are people with a much wider audience than the typical social media user. These are people with an established social media presence with a strong following that consists of the type of people who would really like your brand. You need to spend time on social media listening to conversation before adding to it to find out who these contributors are.

Don’t self-promote

People encounter enough advertising on social media as it is thanks to sponsored posts that intrude on their newsfeeds or video ads that play during the video content they’re trying to view. People who follow your brand on social media don’t do so because they want to be marketed to. They want to stay connected, see what things your brand is working on, and follow the conversations you’re engaging in. So focus on providing value to followers and not on promoting your own brand.

Be quick to respond

People like to feel acknowledged, so whether people are asking questions, adding insights to something you’ve posted, complementing your brand, or airing a grievance, you need to be quick to respond. If you don’t have the time to keep up with this yourself, then it’s worth paying someone who does to do it for you.

Return the favor

As you connect with influencers and followers online, it’s important to do for them what you hope they’ll do for you. Don’t just start conversations; add to existing ones. Follow influencers and share their content; help drive traffic their way. The more you do this, the more likely they are to do it for you. It also benefits you when social media users who aren’t aware of your brand see you interacting with people they do follow.

If you build it, they won’t come

Don’t expect your customers or people in your target audience to seek you out on social media. Just because you create a page for a social media platform doesn’t mean users of that platform will flock to it. You need to make use of your existing marketing channels to create awareness of your social media profiles. Prominently display links on your website that will connect people to various social media profiles. Use SMS to reach out to your most loyal customers and offer incentives to those who “like” your page or share your posts. These are the people who are most likely to be your first followers and they’ll kickstart your strong social media presence.

Mobile Technology News brought to you by


Aug 23, 2017 at 09:38 o\clock

How to Tell if Influencer Marketing is Right for Your Small Business

Marketing has changed a lot over the last few decades. A major reason is that customers are a lot more savvy and aren’t as trusting as they used to be. People are inherently less trusting of advertisements put out by the brands who stand to profit from them. After all, they’re obviously biased and they can’t be objective. This is where the value of influencers come in. Influencers are people who customers view as peers. They aren’t sponsored by any company so they can be trusted to share accurate and objective information about various products. People considering a purchase often turn to influencers to see what they think. When influencers give their approval, customers are more likely to buy. If you have yet to look into influencer marketing, here are a few signs that can tell you it’s time to.

Five signs

  1. Your audience has stagnated. If your audience has dwindled to just a small loyal customer base who keep coming back for more, your business isn’t going to thrive. You need to be constantly adding to your customer base and influencers are a great way to help you accomplish this since they can generate interest among people who’ve maybe never even heard of your brand before.
  2. Sales are down. This one’s pretty self explanatory. If you’re not moving merchandise off of shelves or out of warehouses, your business won’t be around much longer. A good review by the right influencer can reignite sales. And once you’re moving merchandise again, you can keep investing in improving your product or adding to the products you offer.
  3. Your social media presence is lacking. If you’re not on social media channels, you aren’t operating anywhere near your potential. The younger generations spend so much time on social media that it’s pretty much essential that your brand be visible there. Whis is where influencers excel since influencers, by definition, already have a strong following on various social media platforms. Finding influencers can be a great way to jumpstart a new social media marketing campaign or revive one that is pretty much dead.
  4. You’re relying too much on paid content. If all of your advertising is in the form of paid content, you need influencers. You don’t pay influencers to review your products or share your content with their audience the same way you have to pay Facebook or Google to sponsor your post or website. Influencers in your niche are already interested in what you’re selling, they want a to get their hands on your products and they’ll most likely be happy to offer a free review of anything you send them.
  5. Digital offers aren’t being redeemed. If you’re using email, SMS, or other channels to send special offers to customers but they’re not redeeming these offers at the rate you’d like to see, an influencer can help you by sharing that same offer, or an exclusive one, to their already considerable audience.

Finding the right influencers

The right influencer probably isn’t a world-famous actor, athlete, or singer. Only the national brands can afford to hire them anyways. The right influencers are people that your target audience look up too. Often they’re bloggers or YouTube video creators or minor social media celebrities who are passionate about a subject relating to your business. By simply searching out content relating to your industry, you’ll start to get a sense of which people have influence. Don’t start by asking for favors. Comment on their blog posts or videos. Share their posts on your social media pages. Once you’ve established a relationship, you can reach out to offer a product in exchange for their honest opinion. Finally, make sure you’re sharing their write-up of your product with all your available channels whether it’s a company blog, an email newsletter, or SMS. A relationship with the right influencers will be mutually beneficial as you drive traffic their way, and they influence their audience to become your customers.

Mobile Technology News brought to you by