A Clear View: The Clearpoint Agency Blog

Six Steps That Will Increase Social Media Engagement and Success!

Posted on November 26, 2013

B2B companies use social media to increase brand awareness, drive website traffic and generate leads. According to the Content Marketing Institute, 87% of B2B brands use social media to engage audiences and distribute digital content to prospective and current customers. If you’re looking to increase engagement, it is important to have a strong social media strategy. Here are six core elements to keep in mind when you implement your social plan.

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1. Make sure you know your audience and the social channels your customers and potential customers prefer. If you don’t have the bandwidth to manage all major social channels out there, pick two or three your audience seems to prefer and concentrate your presence on them.

2. Polish your social channels to perfection. This includes having a custom design or background, aligning your logo to fit the space provided, filling out accurately all fields of content, and making sure everything is consistent with your company messaging, website and brand.

3. Create an editorial calendar for your posts. News can change based on company developments, but having an ed cal handy won’t hurt. This is meant especially for holidays, national industry days, charity events and so on.

4. Monitor engagement regularly. Show your fans and followers that you are on top of it and respond to their comments promptly. Setting up email alerts will help you monitor your social media activity closely.

5. Track your analytics. If you consistently look at the analytics, you will get a better understanding of peak times when your audience is more likely to engage, which kinds of posts they find more interesting and how often you should generate activity.

6. Lastly, don’t forget the visuals. It has been proven that posts that include appealing images generate more engagement. Make sure you own the rights of the image or use public domain photos. It’s a good idea to set aside a budget for a stock image subscription.

There is no perfect formula out there to guarantee social media success. Once you know your audience well and have created solid social media channels for your company, monitor the analytics and engagement and enjoy the social space. Also, remember that you need to be ready to experiment with your posts, visuals and timing. Happy sharing!

This post was contributed by Antonia Genov, Account Executive at Clearpoint Agency.

 

 

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10 Steps to Rock Social Media

Posted on August 31, 2012

In recognition of Clearpoint Agency’s 10 year anniversary, our content will be featuring posts all year long about the number 10. From “10 Social Marketing Tips You May Have Missed” to “10 Reasons to Blog,” we’ll brighten your appreciation for all things 10. Have a tenacious idea? Let us know!

Social media has changed the landscape of business; it has altered the way companies and customers interact with each other. It’s important to remember that social media is not your ticket to a quick sale, or an excuse to intrude on personal space. It is about cultivating a relationship with your customers and building brand loyalty.

1. Set-up your hub. This is the place you want customers to go to view products or services and make a purchasing decision. It could be your website, blog or newsletter for example. Driving traffic to your hub via links will help convert fans and followers into customers, and will increase your search engine rankings. Every inbound link to a website informs Google that others are checking out the site, and demonstrates that it offers good content.

2. Choose your social media platform(s). Some of the most popular ones are Facebook, Twitter, YouTube, LinkedIn, Google+, Pinterest and Instagram. Choose the social network where you are most likely to reach your customers. Be where they are! Set realistic goals on how many social networks you can handle, because an inactive profile can actually do more harm to your reputation than not having one at all.

3. Identify your activity goals on social media. Know the outcomes you would like to receive from being on a social network, so you can take strategic steps toward achieving those goals. For example are you looking to gain valuable feedback on your products, receive more engagement on your posts, get more customer referrals, or build a community for support and customer service.

4. Determine brand positioning. Before you start promoting your business online, decide what messages you want to communicate to your fans. Are you tech savvy? Community focused? Earth friendly? Are you a financial services company that offers a better way of doing business? Find ways to weave in what your company is about. Customizing the Facebook cover image or Twitter background is a great place to start.

5. Research your target market. It all starts with research. Before you start engaging fans, you need to find out what their needs and desires are. Don’t be afraid to visit a competitor’s page for inspiration and note what types of posts are (or are not) getting engagement.

6. Make a calendar. Decide the types of posts you want to make and how many posts you will have each day/week/month. This requires a little extra work up front, but will save a lot of time in the long run and keep you focused and consistent. If you find your activity level is becoming too time-consuming, consider signing up for a social media management system or seek out a PR agency to manage social media for you.

7. Create your own content. It’s nice to share others’ content, but it’s best to share your own. That way YOUR key messages, differentiators and personality are being communicated with YOUR audience. When creating content, make it visual, concise and deliver it in a human voice.

8. Don’t wait for others. Start the engagement. When you a make a post, think, “Who can I mention or tag in this?” This is a way to gently alert someone that your post involves them. Keep in mind that this works both ways, if someone kindly mentions or tags you, comment back.

9. Promote your channel. Just like a new product on the market, promotions are necessary to let people know what exists out there. If you have a new social media profile, let people know! Embed feeds on your website or blog, add icons to your promotional collateral, and add links to your email signature and regular newsletters. If on Facebook, you may want to think about running targeted ads to help build your community.

10. Measure results. Go beyond likes and followers. Those are just numbers. Keep track of how well your posts are engaging others. Have your links been shared, pictures commented on, or polls voted on? Bitly.com is a free tool that shortens long links and measures how many times the link has been clicked. Google Analytics is another free tool that can be easily embedded into your webpage or blog to measure traffic. After you have discovered new insights, make adjustments to your strategies where needed.

Now you are ready to engage your customers and spread the word about your company. Clearpoint Agency regularly provides expert social media support to our clients, so if you feel overwhelmed, check out our social media page for ways we can help you.

This post was contributed by Rachel Hutman, Clearpoint Agency Account Executive

Posted in Blog, Branding, Google+, Instagram, LinkedIn, Marketing, Pinterest, Public Relations, Social Media, YouTube | Leave a comment

Stop With ALL the Words: 11 Tips on How to Write for Today’s Busy Reader

Posted on July 19, 2012


We don’t need to tell you that it’s a competitive marketplace just to get a few shares and likes these days.  According to an infographic put out by Digital Buzz the average daily online activity involves:  294 billion emails, two million blog posts, 864,000 hours of uploaded video, and 35 million apps downloaded… and that’s just a snippet.

As a result of the many digital distractions, people are skimming for information that is digestible, valuable, and easy to fit into their already busy lives. So, if you’re a blogger or web content manager, here are a few quick tips on how to write for today’s internet user:

  1. Stick to the facts – cut out the fat already. Leave the opinions and long winded examples for your next dinner party.
  2. Bullet point or list – make the most important points bolded so they stand out quickly.
  3. Use images/ videos  – not only can an image replace a 1000 words, but it helps break up the text and can add substance.
  4. Use social share buttons – if you make it easy, people will share.
  5. Stick to one topic – not only will this help you to spread out your content ideas, but people like their information in small spoonfuls these days.  Sticking to one topic won’t overwhelm your readers.
  6. Use links – linking within can keep viewers on your site, and also save you from veering off subject with explanation.
  7. Pull out quotes – and pull your reader in.
  8. Think quality over quantity – we tend to share everything on the internet, but that doesn’t mean everything should be.  Before you write, ask is this relevant to my industry and will my readers find this of value?
  9. Be unique with your titles – titles are the first thing people see in the search engines, so you’ll want to grab their attention then. *Tip: Use numbers in your titles to signify a list of short, valuable tips to your readers.
  10. Use a conversational tone – the internet is all about building a human connection with your readers and fans. Do you actually read the “Terms of Service” agreement?  We thought so.
  11. Think keywords – if you’ve got a great article, make sure people can find it. Use Google’s keyword tool to find the right keyword phrases to implement into your text and title.

Remember, we are a society that tweets in 140 characters so be fast. How did we do? Does anyone think this post was too long?

This post was contributed by Morgan Ketterman, Clearpoint Agency Account Coordinator

Posted in Blog, Branding, Google+, Marketing, Public Relations, Social Media, Uncategorized | Leave a comment

Like Higher Search Results? Like GOOGLE+

Posted on March 01, 2012

Google+ is here to stay, so it’s time you figure out if it’s right for you or your clients. Google+ helps with organic Google search results, and Google.com attracts over 1 billion unique visitors per month, making it the web’s most visited website. It has a lot of similarities to facebook fan pages, but it also has features Mark Zuckerburg would kill for. The similarities are that you can customize your profile with a logo, link back to your website and get page updates via email. Example of sample Google+ page here:

The big difference between Google+ and facebook is the targeting of information. Targeting means that your followers can be sorted into groups (called circles), so information can be shared with only certain groups of followers/circles.


FEATURES –
• TARGETING via “circles”— You can choose to share information via circles or public. Circles info is only shared with people in that circle. If they aren’t in your circle, then they can’t see it. “Public” is visible to anyone who’s added you to a circle, as well as on your public profile.
• PROFILE VISIBILITY — Choose visibility settings for specific profile sections. Profile information can be made public, private or in-between.
• MEASUREMENT — Google+ allows us to measure how your page is doing, and learn more on how your followers’ interactions affect your business and brand. Google+ also offers ways to improve the page.
EXTRA INFO –
• Google recommends directing customers to your Google+ page with a Google+ badge on website. This also extends organic search in Google results.
• Sparks is a great feature that is similar to Google Reader, except it brings content automatically based on user interests. Google+ will provide content to related articles, videos, photos, etc. based on the keywords that you search, or in this case ‘spark’
• The Hangout feature in Google+ are virtual rooms where people can video chat with people in their circles.
• Instant Upload lets you snap a photo on your Android phone and it’s automatically uploaded to Google+, but is unfortunately not available for iPhone users.
• Public profiles can decide if they want to be indexed by search engines. This helps you be as visible as you want to be.
ADMIN –
• Anyone can follow a page and put a page into their own circle – there is no way to stop people from following your company or adding your company to their own circle. However, these people can only see information the company wants them to see. So when the company makes updates, they choose if they want them to be public, meaning anyone can see, or make them private – only to certain circles. The private information and subsequent comments are protected within that circle.
• Pages choose what page followers go into what circles. So when they update information they can choose which groups of people or circles will be given the updated information. They can also view their page from each of those circles to confirm that the correct information is there.
• You can also lock a comment so it cannot be shared or commented on. When you lock a post, people you’ve shared your post with will no longer be able to re-share it with others.
• You can also disable comments.
• You receive an email of new comments and are notified of new activity on your page by a red box by your name – that looks like this :

FINDING PEOPLE-
• You can add people easily by name if they are on Google+. If they aren’t, you can put in their email to add them and they get an invitation to join. They can choose to join Google+ or have page updates via email inbox.
• When updates are sent out – the page chooses if they want to send info to people outside Google+.
Google+ does provide some valuable features that facebook just can’t match, yet. True, not a ton of people are on Google+ so far, but give it time. Google isn’t going anywhere and if you need the ability to target information, than Google+ is probably what you’ve been waiting for.

This post was contributed by Rachel Hutman, Clearpoint Agency Account Executive

Posted in Blog, Branding, Google+, Marketing, Public Relations, Social Media, Uncategorized | Leave a comment

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