Do you know how to enhance your social media marketing performance using an ambitious yet achievable strategy?

Actually, this is what the majority of marketers think they know. But the truth is many of them are not successful in marketing and usually get low ROI.

In fact, marketers and brands of all sizes and types don’t use social media to its full capacity.

They consider digital marketing to be posting several pics/clips and advertising their products.

This is what any common social media user can do. So what are the differences?

The greatest mistake they’re making is that they think social media is all about the number of followers.

They sometimes don’t care about the followers’ relevancy and the engagement rates they can bring to their accounts.

In other words, they ignore and avoid building a niche community to make their audience consider them as a leader in the community.

Many of them don’t know anything about “Brand Storytelling” on social media, and the only thing they want is to get more followers.

Many of them even try to acquire existing accounts to gain instant access to thousands of followers.

It is clear that building a niche community is not an easy task, and not all marketers can afford to do it.

A versatile and robust strategy is a must in this regard. Otherwise, you’ll repeat your previous mistakes without knowing the reason it isn’t working.

This is so important that many medium and large companies assign their marketing campaigns on social media to agencies.

Table of Contents

• How to Build Efficient Social Media Marketing Strategies
  1. Analyze your social media performance
  2. Define S.M.A.R.T goals
  3. Know your target audience
  4. Choose the right channels
  5. Generate informative content and post them at the best time
  6. Constantly survey your industry
     • Tom Siani
     • Latest posts by Tom Siani (see all)

How to Build Efficient Social Media Marketing Strategies

The most important thing these agencies do is to build efficient social media marketing strategies.

That would be especially useful during the COVID-19 pandemic when the staff’s physical presence is limited, and the threat of the coronavirus is still with us.

The time of social media usage per capita has globally increased, and this is a unique opportunity to build a social media marketing strategy.

If you can strengthen your brand identity through informative content and targeting organic audiences, you’ll have a brighter future in the aftermath of COVID-19.

Here is a step-by-step guide through which you can build your own company’s marketing strategy on social media.

1. Analyze your social media performance

First, you have to analyze your current performance to know how well you’re generating leads.

One of the most beneficial aspects of using analytics tools is to recognize your strengths and weaknesses.

Google Analytics is also a great software in this regard.

You can also perform social media A/B testing to know if your ads are of interest to your audience.

2. Define S.M.A.R.T goals

After analyzing your previous performance and knowing what has performed well and what hasn’t, you can define your next objectives.

They need to be specific, measurable, attainable, realistic, and time-bound so that you can be sure you reach them.

You also need to define certain metrics to measure these objectives and optimize your activities.

3. Know your target audience

Social media marketing is all about reaching out to the most probable customers and encouraging them to buy from you.

So you have to exactly recognize your potential customers to be able to speak with them like them.

Age, gender, location, job, and many other factors can significantly change people’s thinking and buying.

So you can’t have a single strategy for all social media users. Fortunately, there are several useful tools to find and reach out to a niche-relevant audience.

4. Choose the right channels

When you know your audience characteristics, you can target them on social media platforms.

The question is which social network is the best one for your business.

Of course, top social platforms are being used by billions of people, and you have to consider using them.

But you need to be more specific as any social app has its own audience demographic, and you can’t use a single content strategy for all of them.

For example, Pinterest’s users in the U.S. are mainly women. But on the other hand, LinkedIn is being used by CEOs, job seekers, professionals, etc.

So you need to prioritize your marketing strategies based on these differences.

5. Generate informative content and post them at the best time

Content is king! You must have heard this sentence thousands of times. But along with generating informative content, you need to put it in the eyes of as many niche audiences as possible.

Try to use social media scheduling tools to post your content at the best time to get maximum exposure.

6. Constantly survey your industry

Even a strong marketing strategy can fail you if you don’t know the competition well.

If you constantly check out your competitors, you can predict whether your strategy will be successful or not.

You have to track all their activities, including social channels they’re using, content style, followers, posting schedules, etc.

To understand these steps better, you can look at the infographic below.

Article Source Credits:

Author: Tom Siani
Tom Siani is the Content Manager at Blogwaves.com where he shares his years of experience related to social media marketing, brand marketing, blogging, and search visibility.

Article Source: growmap.com

Originally Posted on: October 4, 2020

Once upon a time, LinkedIn was only known as a job-related social media platform "for professionals". Now, with over 700 million active users, LinkedIn has become the second most used platform for B2B marketers.

As a small business owner, LinkedIn marketing should be another priority on top of having an active Facebook, Twitter, and Instagram presence. However, in order to do that, you will need to understand how LinkedIn works to make sure your presence is felt.

Unlike with other social media platforms, obvious sales tactics and spamming your business will not work on LinkedIn. People are not expecting you to sell products or services on LinkedIn. What they are interested in is the information and expertise you have to share. Marketing on LinkedIn requires a different approach if you want to get results.

To help you add one of the world's largest professional networks to your marketing toolkit, we've listed some tips and tricks to help you scale your business.

1. Complete Your LinkedIn Company Profile

Did you know that Company Pages with complete profiles receive up to two times more visitors than those with incomplete page profiles?

For a complete profile, it’s essential to have the following items:

• Logo
• Company description
• Website URL
• Company Size
• Industry
• Company Type
• Location

To fully complete your LinkedIn profile, head to your Company Page and select “Overview.” There you can upload a high-resolution image for your company logo as well as a cover image that represents your brand. Along with that, filling out the "About Us" section will provide your visitors with more information.

Beneath the "About Us" section, you will find more fields to complete your profile by entering your website URL, company size, industry, type, and location. All of this helps make your business' LinkedIn profile look more legitimate and professional, giving potential customers the opportunity to connect with you.

2. Get A Custom URL.

As part of your LinkedIn marketing package, you can claim a custom URL for your business. This makes it easier for people to remember your brand if they want to contact you, especially when they search for your company online. This is especially useful in the B2B sector where people use LinkedIn regularly to learn more about a business.

3. High-Quality Content = High-Quality Returns

Content is king and the more you post, the more likely you are to get tangible results for your business. LinkedIn helps improve their user experience by integrating content natively into their platform, videos included. All content you post should accomplish either of the following goals: teach people to solve a problem or how to do their job better.

Not only will this make you become a thought leader in your space, it will lead to more business by delivering more value to your customers.

It is also important to brand your LinkedIn profile the same way as your website and other social media accounts for consistency. This includes imagery, colours, content tone, and more.

4. Create A Regular Posting Schedule

According to LinkedIn, businesses that post at least once per month gain followers 6X faster than those that don’t. However, you should aim to post at least once per week to keep your followers engaged. To help you post consistently, create a scheduling template so that you can easily plan your posts each week.

We’ve found that LinkedIn content performs really well if you include a descriptive caption, eye-catching images, and relevant hashtags. As a bonus, you can add emojis, questions, and bullet points to switch up the look and feel of your content.

5. Every Connection Can Lead To A Business Relationship.

LinkedIn is a social network for professionals to connect with other professionals. As a business owner, you can connect with prospects, partners, and other business owners to reach your goals. You will also be able to reach your target market with the ability to nurture them through the buyer's journey.

Once these connections have been strengthened, you can decide which should be developed into business relationships and which can continue as connections.

6. Join Groups And Stay Active.

By joining relevant groups, you will be able to participate in relevant discussions to better reach your target demographic and learn what your competition is doing. Groups are an excellent way to listen to what your audience is talking about and answer any questions they might have. On top of that, being a part of a group gives you access to more connections than ever before.

7. Boost Your Email Marketing List.

Linkedin lets you communicate with fifty people at a time, a feature that should be taken advantage of to increase your email list. You can include a link for them to sign up for your emails directly along with a special offer. Offer to look at something of value for them in order to generate goodwill and get some replies.

8. Target Specific Segments With Sponsored Posts

Unlike other social media platforms, LinkedIn offers a very specialized advertising platform that is unparalleled. You can zero in on the exact industry, company size, and job roles to reach the people who typically buy your products or services.

For example, if you are selling translation software to small businesses in Canada, you can set your campaigns to only show for businesses with under 100 employees, that are based in Canada, and only to executives at those companies.

9. Promote your Company Page Beyond LinkedIn

A LinkedIn marketing strategy on its own will not get you results. It is essential to promote your presence across different channels in order to maximize your growth.

For example, have a link to your LinkedIn profile in your marketing communications, email signatures, blog posts, and more. You can also add a LinkedIn “Follow” button to your website and make it easy for people to share content at any point throughout their reading experience. By adding a LinkedIn “Follow” button to your landing pages or using sticky social media sharing buttons in your blog posts, you set yourself up for long-term success.

LinkedIn is an untapped market for many small business owners. As one of the top digital marketing service providers in Toronto, Webware.io wants to help you take advantage of every tool there is to help you grow your business.

If you’re a small business owner and know that you need to take advantage of social media platforms like LinkedIn, but don’t have the time to learn and manage these tools on your own, we can help you. Webware.io gives you the expertise, tools, and support to help your business navigate your digital channels. To learn more about our services and how we can help maximize your business’ exposure online, please click here.

If you have any questions about how we can help with your digital marketing needs, we’d love to hear from you. Please contact our experts here.

Are you here, but not convinced you need an online marketing plan? Let me explain why you do. A small business owner has to be smarter than a corporate business; simply because they have limitations in resources. A corporate business can easily spend thousands of dollars for their marketing campaign, while a small business has a limited budget and needs to be cautious about the strategy they are going to use because they have no room for mistakes.

Though in my experience, many small business owners give little value to online marketing; they think it would be a waste of time or simply they do not have any idea about it.

But the true fact is, by using online marketing to advertise their small business has the potential to increase sales without much effort. Unlike brick-and-mortar stores, a website has automation procedures thus increasing efficiency and reducing costs. On top of that, your small business can get thousands of new customers from other locations that would otherwise be impossible.

All big brands run their businesses in both brick-and-mortar stores as well as online shopping sites. In the last 6-7 years, online sales have been increasing every year. Since the COVID-19 outbreak, brick-and-mortar stores have been devastated because of social distancing while online stores achieved record-breaking sales. And experts believe that this is just the beginning, from now on online sales will continue to rise even more.

So it is imperative to leverage online marketing to increase your small business’s sales. However, without prior knowledge in online marketing, it would be very hard to make a stand in today’s competitive market. You need proper direction on how to do it from beginning to end. And that’s why I am writing this guide to give you a clear direction towards your goal.

Let me show you how you can take your small business into the next level with a simple yet powerful 27-day online marketing plan.

Days 1-7: Build Your Online Presence

Before we start your online marketing plan, you may already have some knowledge or even used Google Ads or Facebook Ads for your online business. Though they are very powerful platforms, but also very costly when compared with offline marketing.

For example, in Google Ads, every click in your advert may cost you from $0.20 to $2 depending on the competition level for that specific keyword you have chosen. Thus in order to receive 1,000 targeted visitors you have to spend $200 to $2,000. The same goes for Facebook Ads. Like I said before, for corporate business spending thousands of dollars is not an issue. However, for small businesses, every dollar counts.

Therefore, building a website for your small business is vital to increase your efficiency and reduce cost in marketing.

Many small business owners may think that spending money on building a website is a waste of time. But the true fact is, the website will get popular day by day and after a while, you will receive thousands of organic visitors from search engines like Google with $0 cost. Not just for a website, this will happen in every online platform like the Facebook page, Twitter profile, LinkedIn profile, Instagram, etc.

From day 1 to day 7, your task is to build a website for your small business along with a Facebook page and Twitter profile. If you have products to sell like leather goods or furniture then do not forget to build an Instagram page as well.

On your website try to showcase all of your products and services and also link up your Facebook page, Twitter profile, etc. Then share with your customers to gain exposure. For website help, read these articles:

• Three Options for Getting Your New Small Business Website Up and Running
• Do You Need a Custom Website or Can You Use a Site Builder?
• Shopify SEO: A Detailed 5-Step Guide to a Perfect Online Store

Days 8-14: Leverage Content Marketing to Increase SERP Rank

Content is the king of all online marketing. As I mentioned above, after a while when your website becomes popular you will receive thousands of free organic visitors from Google. But how will you become popular? By creating great content for your customers.

Google loves content and ranks websites in their SERP (Search Engine Result Page) based on that. A website with high-quality engaging articles has a greater chance to get ranked high than the website without any content. For example, you have a small business of leather products. On your website try to create high-quality articles that are related with leather products & make sure your customer would love to read it.

In case you do not have the necessary skill to write a quality article, you may use freelancer article writer service to create high-quality articles for your site. Depending on article size you may have to spend $100 per 1,000 words article.

Another great tool is the email marketing campaign. Your website visitors can subscribe to your email newsletter then you can send promotional offers directly to their inbox. A great way to increase your sales without any additional advertisements.

Web push notifications are a rather new invention in the online marketing platform. It is similar to email marketing however, instead of sending promotional offers to customers email, using push notification you can send messages directly to their device like PC, laptop, mobile, etc.

Try to create several high-quality contents from day 8 to day 14. And set up an email marketing campaign as well as a push notification. More on email marketing:

• A Guide to Launching Your First Email Marketing Campaign
• Beginner’s Guide on Starting with Email Marketing

Days 15-27: Search Engine Optimization

After you have done all of the previous tasks it is time to dive into the technical side of the online platform. Let me tell you in advance, if you do not have any problem with funds then this technical part will be in full automation. There are many website optimization services out there just do some Google search.

In case you do not have enough funds or want to do it by yourself, then read on I will explain how to do it all.

Let’s talk about onsite optimization. After building your website check whether you have used your focused keywords in blog, product page/service page and homepage. Remember, in title, slug, headlines, meta description & paragraphs focused keyword must have to include. When choosing a keyword always try to use low competitive and high volume search keywords. For doing your keyword research use Google Keyword Planner tool, it’s free.

For small business owners, local SEO (Search Engine Optimization) is essential. Do not forget to build a contact page with your business details like name, address, contact no, etc. To get more help you may use some tools specifically designed for local SEO optimization.

Finally, you have to use analytics to measure the performance of your website. Use Google Analytics tool, it is completely free.

For more on SEO:

• Five Ways To Boost Your SEO And Online Presence
• 12 Deadly On-Page SEO Mistakes In 2020 (And How To Avoid Them)
• Digital Marketing Services For Small Business

Summary

From day 1 to day 27 of your online marketing plan, all you have done is prepare for a great journey into online business. Like a brick-and-mortar store, you always learn from your surroundings and try to beat your competitors. The same goes in online business. You have to learn more and implement this knowledge in your online business. When your website and social media profiles and pages become popular you will enjoy increased sales with low expenditure.

Article Source Credits:

Author: Arif Chowdhury
Arif Chowdhury is the founder of Cliobra. An active digital marketer specialized in both search engine marketing and social media networks. His website Cliobra is all about modern technology in the Cyberworld. Arif contributed to several blogs and websites that specifically are technology-related.

Article Source: www.smallbusinessbonfire.com

Originally Posted on: Oct 2, 2020

Updating your website during COVID-19 highlights that your business is aware and concerned. It tells your customers that you are keeping an eye on the situation due to your concern for clients. Not only does doing so help consumers get a better idea of any new policies (such as shipping changes or rescheduling) and measures you’re taking, but it also shows you in a positive light. Updating your website also shows that you have taken the appropriate measures to protect customers in case of any interactions and that you care about them enough to change policies.

Let’s look at some examples. We’re sure you’ve seen some variant of these pop up on a number of websites during the pandemic:

Here are three entirely different websites—a federal center for disease control, a news page, and an airline—but they all have something new on their website that wasn’t there before COVID-19. The CDC has a huge banner that’s exclusively dedicated to the virus; The Guardian has a separate page for news related to COVID-19; Emirates has a notification at the top of its homepage informing flyers of “new guidelines.”

They’ve all done what you ought to do as well: upgrade your website for the pandemic. Here are some tips to get you started.

1. Start with the Header, Not Just the Heading

There’s a reason the update on the CDC website catches the eye instantly: it’s because their website sports a large, attention-grabbing banner at the very top of their home page—with a big, menacing artistic interpretation of the virus. Considering current customer interest in the virus, you’ll have to do something similar. Give them visual cues before you give them textual, anecdotal consolations.

The header is a great place to start. But there’s a catch: this header shouldn’t just be a decorative piece that you use on your home page. While you probably get the most traffic re-routed to your home page, most users don’t land on this page when they come across your website. Use Google Analytics to find out which of your internal pages receives the most traffic. If we were to take a guess, we’d say that most traffic was landing on… landing pages.

After all, Google ranks pages—not websites. Here are a few tips on what to do with the header:

• Keep the text short and attention-grabbing. For instance, which of these is easier on the eyes: COVID-19 Update or SARS-CoV-2 Reparations.
• Action-oriented language works best in this case. If you’ve added too much text to your main notification, declutter and keep it simple. Something like “Follow our updates” or “Read our new shipping policy.” Don’t write a thesis.
• Create an ALERT bar—but make sure users have the option to collapse it, because it can get annoying.
• Use bold colors and block texts.
• Keep it easily customizable.
• Use high-quality, high-resolution images.

2. Make a Separate Landing Page

If your services and products have been particularly impacted—positively or negatively—just a header won’t be enough. Let’s say you sell masks and PPEs; in this case, it’s best to have a separate landing page for COVID-related products, because several visitors are bound to click through for those alone. Moreover, keep the URLs consistent for these pages.

This will help users bookmark the page, and search engine spiders will have an easier time crawling and indexing it.

3. Update the URL

If you do have a separate landing page for COVID-19 updates/products, you should really optimize its URL. Not only is this SEO-friendly, but it can also help you keep track of your content in the future. This also helps SERPs group all your blog posts together.

4. Updating Business Hours? Spread the News

Most businesses that are delivering products—and those that depend upon dispatching people working on-ground (such as plumbers)—have changed their business timings. If your business has also undergone a similar change, ensure that this is reflected not only on your website, but also on:

• All your social media pages
• All listings and local directories

Similarly, update all your logistical and scheduling details. It’s best to have a 24/7 customer service option on the side. This helps users know that you’re still here for them, 24 hours a day, despite the pandemic and all the problems it poses.

5. Keep the Content Relevant

We’re assuming that blogs and articles are a regular part of your SEO campaign. And perhaps you also do infographics and videos, which are great add-ons. We’d suggest keeping the content relevant to the times and uploading COVID-related blogs, articles, and interactive videos. Make sure your business is somehow related to what you’re putting out there—make a connection.

Use royalty free images to keep the content visually attractive. The goal is to ensure that your customers are hooked to your content. It’s even better to have a comment section below the blog posts, to encourage visitors to leave comments or start a discussion. This helps you interact with customers, relays useful information about your business, and is also useful for other onlookers who might be scrolling through.

6. Add Cashless Payment Options

If you haven’t already implemented it, having a cashless payment option on your website is imperative. E-commerce rules in the pandemic, and no matter how small a local area you operate in, it’s best to offer online orders and delivery options during this time. Ensure that your checkout process is simple, easy, and quick. Customers shouldn’t face long delays or glitches when they’re trying to order something. Send quick notifications.

And don’t forget to optimize for mobile. Most of your customers won’t just be shopping online—they’ll be doing it from their smartphones.

Article Source Credits:

Author: Joseph Dyson
Joseph Dyson is a website optimization services and SEO specialist from Search Berg. He’s been closely following the COVID-19 pandemic, especially how businesses have been impacted by it. Under his guidance, many businesses have updated their websites for the pandemic, and have seen a boost in organic traffic, CTR rates, and ROI.

Article Source: www.smallbusinessbonfire.com

Originally Posted on: Sep 24, 2020

At Advanced Axis, the team offers entry-level sales & marketing job opportunities across Pennsylvania. To help them reach a wider audience, we launched their new website - www.advancedaxisinc.com

We wish the team at Advanced Axis the best of success.

Fish Pot Studios is a film production company offering video & film production services to clients across New Orleans, Louisiana, Los Angeles, New York, United States, and London. To help them reach a wider audience, we launched their new website - www.fish-pot.com

We wish the team at Fish Pot Studios the best of success.

Steri-Shield Expert Anti-Viral (to disinfect & protect) offers residential & commercial COVID-19 disinfection and sanitizing services across Irvine, CA. To help them reach a wider audience, we launched their new website last week - www.expertantiviral.com

We wish the team at Steri-Shield Expert Anti-Viral (to disinfect & protect) the very best of success.

Fenton, Collins & You LLC The Tax Trio offers individual, business tax preparation, bookkeeping & payroll services to clients across Orem, Salt Lake City, Utah.  To help the team reach a wider audience, we launched their new website last week - www.taxtrio.com

We wish everyone at Fenton, Collins & You LLC The Tax Trio the very best of success.

The Bubble™ offers a wide range of creative services including vehicle wraps, banner designing, fabrication, ad specialties, augmented & virtual reality services to clients across Arlington, TX.  To help them reach a wider audience, we launched their new website - www.bethebubble.com

We wish the team at The Bubble™ the best of success.

Bio: Michael Guta is a Staff Writer at Small Business Trends, focusing on technology and business systems. He has a B.S. in Information Communication Technology, with emphasis in Technology Management. He has used his degree to consult in the implementation of information and communications technology in developing regions. This included finding viable technologies where there is limited or no network and power infrastructures in place. He writes on tech-related subjects for publications, global companies and non-governmental organizations (NGOs).

The fact that 92% of U.S. small businesses have reinvented themselves during the pandemic says a whole lot about this bunch. Small business owners are scrappy go-getters with no quit in them. And the survey from GetApp proves that very point.

Small Business Reinventing During Pandemic

According to the survey, 92% pivoted their business in at least one way, but many have pivoted in multiple ways. This means only a small minority, or 8% didn’t pivot their business at all to adapt to the current environment.

When these businesses are pivoting, they are changing their business model on the fly. And when they do, they are hitting paydirt. One of the respondents in the survey highlights the need to quickly change a company’s business model.

Sally Matsumae, owner of Asahi Imports, a small Japanese grocery store and delicatessen in Austin, Texas, is such an entrepreneur. Matsumae goes on to say, “With shortened business hours and everyone’s fear of leaving their homes, we had to quickly figure out a way to offer online shopping and curbside services.”

Adding, “With the pandemic, we had to act fast. We had to scramble to get some sort of system that shoppers could use to tell us what items they wanted without having to step into the store.”

So, what are the five business model changes that are helping these companies survive?

The 5 Business Models

These business models are primarily being driven by digital technology. And as the survey reveals, you can use the technology no matter how small your business. The key is to adapt to the changing conditions and implement the solutions to better serve your customers.

Online Delivery Channel

Many small businesses have been thinking about launching online delivery. But before the pandemic, it wasn’t absolutely essential. This is what Matsumae also says regarding this very issue. “I’ve always wanted to have an online store, but unfortunately it was always one of those things on the to-do list.”

In the case of Matsumae, the business added an online inventory to its website along with an embedded Google Form.

According to GetApp, “Ultimately, what matters most is getting your business online—how you do it is less important.” So, look at all your options and find out the best solution for your business, customers and location. An online marketplace that lets your customers buy or order online is a must during the pandemic and beyond.

Virtual Service

Whether you are a music teacher, personal trainer, or chef, you can create virtual services to supplement your income.

In the survey two out of five small businesses are creating a new virtual service. This not only lets you keep your local customers, but you can also find new ones around the world.

Offline Delivery Channel

While an online delivery channel will keep your customers engaged, don’t forget about offline delivery. Curbside pickup and home delivery is another way to keep your business going.

If your business can’t afford its own delivery service at the moment, consider services such as Uber Eats. As the report points out, make sure to look into the cost of these services. With profit margins so low, the cost might not be worth the benefits.

On the other hand, even with razor-thin margins it can be a great way to build your customer base. And when social distancing is over, they will remember to come to your business in person.

Design a New Product

Designing a new product may not be possible for many businesses, but for those that can, it is another opportunity. Manufacturers can pivot their production to address a need in this market. Whether it is masks, sanitizers, or other PPEs, there is an opportunity.

By reconfiguring your resources to address a new need, you can keep your business going until things pick up.

Target New Customers

Targeting new customers is always a goal for any business. However, in this particular scenario finding new customers that want to buy your products is especially important. This is because businesses across the board are losing a percentage of their customer base.

While you are looking for new customers, don’t forget to try even harder to keep your existing customers. Cashflow is a big problem for small businesses, so keep that in mind as you try to find new customers.

Challenges of Pivoting

GetApp says businesses that are pivoting are three times more likely to report higher revenue. Fifty-one percent say they have increased against their forecast because of the pivots. It goes all the way down to 16% for businesses that didn’t pivot.

This, however, doesn’t mean there are not any challenges. The top challenges are lack of skills for the new approach (22%), shortage of funds (16%), and setting up new online delivery channels (14%).

When you see your business environment changing, taking action is key. Waiting for things to get better might work, but you are not in control. By pivoting to fully address the challenges head-on will keep your business going and point out new opportunities.

Did you know that 83% of customers require some type of support before completing an online purchase? One way to offer customers a valuable and memorable customer service experience is by offering live chat support on your website. Installing a chat widget on your website allows your customers to open a chat box and instantly connect with your business without leaving the website. For both content and ecommerce websites, using chat to communicate with your customers in real time can be beneficial for your bottom line. 

Here are 5 reasons why you should consider offering chat on your website:

1. Boost sales.

With the ability to answers questions right away, assist a customer through a purchase, or offer an on-the-spot promotion, live chat can help improve sales numbers. One study showed 44% of respondents agreed being able to use to live chat to ask questions during the ecommerce purchase was one of the most valuable features a website can have. 52% of customers will abandon an online purchase if they can’t find quick answers! Live chat allows you to step in and save a sale that’s about to be abandoned or help a customer decide between you and your competitor. Online chat also provides a great opportunity to up-sell products and ensure repeat customers  63% of respondents who chatted said they were more likely to return to the site, and 62% reported being more likely to purchase from the site again. 

2. Offer better customer service.

Chat is an amazing platform to connect with your customers. Chatting in real time can help you quickly identify pain points and understand issues that may be contributing negatively to your business. When it comes to quality service, customers are looking to have their questions answered ASAP. On average, customer queries on chat are answered within 42 seconds! That’s fast! Having an FAQ guide for your customer service reps can further improve response time. In addition to quick answers, the ability to chat in real time with a customer to offer technical assistance or provide a coupon code means you can diffuse negative experiences and retain customers.

3. Online chat is convenient. 

Customers now prefer live chat support to phone support. Convenience is one of its most attractive qualities; customers don’t have to leave the website to ask questions about a product or service. They don’t have to open their email or find a phone, or look you up on social media. Customers appreciate a business that values their time and they are likely to show appreciation through word of mouth advertising or repeat sales. Providing convenient service with quality information through live chat support helps strengthen your customer relationships and your business.

4. Reduce customer service expenses.

Case studies show that live chat software can reduce phone and customer support expenses. One employee can handle one phone call at a time. With online chat, the same employee could manage 4-5 chats at the same time, reducing the amount of overall customer service agents needed. Whether your customer service is handled by you or a call centre, the addition of online chat will improve the efficiency of your support team. 

5. Build credibility with your customers.

Being able to chat with an employee, or better, the owner of the business, improves credibility with your customers. Using a website can feel impersonal and adding live chat adds a friendly, small business experience that customers appreciate. Ensure your team is trained and  equipped with the knowledge and skills to provide a valuable customer service experience. Maintain credibility by providing customers with quick answers that are relevant and easy to understand. Once you implement online chat as a customer service option, keep regular live chat hours and respond to any offline queries right away.

Conclusion

A live chat strategically located on your website can help your business build a strong rapport with customers. Most live chat services offer the ability to chat right from your mobile so it’s easy for small business owners to stay connected. Zopim, LiveChat Inc, Olark and Intercom all offer live chat platforms for websites. Get connected with your customers and start reaping the benefits of online chat for your business today.

Webware.io provides the services, support, and expertise to help you small business navigate the online channels. To learn more about our services and how we can help maximize your businesses' exposure online, please click here.

If you have any questions about how we can help with your digital marketing needs, we’d love to hear from you. Please contact our experts here

Bio: He is the co-founder of NP Digital and Subscribers. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.

Everyone is using Facebook these days. There are over 2.2 billion active daily users.

China, the largest country in the world, only contains 1.4 billion people.

The ‘population’ of Facebook is massive!

No wonder businesses all want to use it to promote their products and services.

The problem is, 62% of small businesses feel like their paid Facebook Ads are failing.

No one wants to be throwing money at ads that don’t work! What good is such a massive pool of potential customers if you can’t successfully reach them?

Thankfully, there are ways to fix this problem. You don’t have to be part of that 62%!

I’m going to show you the most common reasons why small businesses fail with Facebook Ads and how to fix each issue.

But first, let’s look at the big picture to understand the problem better.

The Problem Isn’t Facebook Ads

96% of all B2C marketers use social media posts as a form of content marketing. That leaves only 4% that don’t!

Not only that, but out of all of the B2C companies using social media, 97% of them use Facebook!

This means nearly everyone is using Facebook for business marketing.

If everyone is doing it, it must work, right?

Overall, only 3% of companies who participated in the Content Marketing Institute survey felt that their content marketing approach was not successful.

Since I just showed you that over 97% of them were using Facebook, we have to assume they included that in these results.

And that means Facebook content marketing is successful for the majority of businesses, in general.

But small business owners seem to be struggling with success.

Manta surveyed 4,712 small business owners regarding their use of Facebook, and their results are similar to Weebly’s.

50% of small businesses feel they’re not getting a positive return on investment from Facebook.

This is important for two reasons:

1. The pool of potential customers is so massive, that if you cannot do this right, you’re handing over a huge chunk of business to your competitors who succeed at it.
2. You’re paying for ads that aren’t providing a return, which means you’re just throwing away time and money.

Why is it that small businesses are failing at Facebook Ads when larger companies are not?

What are small businesses doing wrong?

Problem #1 – A lack of understanding of content marketing

I just showed you that the problem is small businesses and not Facebook Ads.

So what do small businesses have in common, that big businesses do not when it comes to Facebook advertising?

Let’s look at small businesses.

About one-third of small businesses fail within the first two years, and half of all small businesses fail by year five.

Why is the failure rate so high?

There is a range of reasons, from lack of experience to lack of cash flow.

Of course, these reasons for failing in business can also be valid reasons for failing in marketing.

Let’s start with the lack of experience.

Too many small business owners try to wear too many hats.

Just because you are an expert in your field, your product, or your service, does not mean you know everything you need to know about running a business.

Facebook Ads are not like an ad you pay to have in the local newspaper.

A basic understanding of content marketing is necessary to see success unless you’re just insanely lucky.

Understanding social marketing and how it differs from traditional marketing can make all the difference.

A typical approach through the sales funnel is actually a long and winding road across different channels, devices, and messages.

Your first job, then, is to try to recreate this whole winding path within Facebook Ad campaigns.

You need to have multiple campaigns, each with different objectives, and target audiences with varying levels of intent.

That means we need to look at campaigns as a whole.

Then we need to find the bottlenecks and determine how steps right before or after them are contributing to the issue.

The good news is that Facebook helps you with this right out of the gate:

Depending on your selection, your objectives and ads should be completely different.

Is your problem low sales?

Start with conversion campaigns.

Make sure all the basics are covered.

Create a ‘tripwire’ to scale down complex or expensive areas.

Focusing on being simple and straightforward should do the trick.

Are you trying to create consideration-building campaigns?

You need to actively re-engage people who are familiar with your business.

That means recapturing past visitors.

You should be using Dynamic Product Ads to see who has viewed product pages.

Focus on getting people to download eBooks, white papers, and checklists or try getting them to attend webinars.

Make sure you use marketing automation for all of this stuff to make it seamless.

Is your priority simply increasing awareness of your brand?

Prioritize expanding your reach by optimizing ads for website visits and clicks.

Aim to promote content that will appeal to the widest possible target group.

And make sure you try carousel ads to test different messaging to see what’s most effective.

Problem #2 – No strategy, plan, or measurement system

Of course, I realize it’s not as cut and dry as ‘learn content marketing and you will be a success’!

I also realize how many hats a small business owner has to wear and how limited your time can be.

So I’ll take you through several specific areas where small businesses tend to fail with Facebook Ads and how to quickly fix them today.

First off, as with any part of your business, the biggest mistake is not having a strategy and plan.

There is massive potential to grow your business using Facebook, but if you don’t have a clear vision of how you want to use it or what you want the outcome to be, you will fail.

Facebook is just another business tool. It is used by different businesses in different ways.

Over 72% of small businesses said they want to use Facebook to raise awareness.

If this is your goal, then a low click-through rate doesn’t accurately measure whether you were successful or not.

Before you try anything else, figure out what is your goal of using Facebook.

The top goals for small business owners in the Mantra study were:

• Building awareness
• Attracting new customers
• Getting phone calls from new customers
• Increasing website traffic
• Improving customer retention

Once you know your goals, then figure out how you’re going to measure success.

To make sure you’re picking the right posts, you need to establish engagement benchmarks.

This will help you decide whether or not a paid promotion will be worth it.

Keep in mind that benchmarks will vary between companies based on their goals.

To set an engagement benchmark for your company, you’ll want to look at your current number of followers, past engagement rates, competitors’ engagement, and your overall Facebook goals.

You’ll also want to determine how much value a click and conversion hold to your company. This will allow you to view your campaign in terms of monetary value and compare it with other advertising expenses.

A monetary value will also help justify the time and resources you put into Facebook Ads.

The benefits of maintaining an active presence on social media will only increase as time goes on.

Especially if you are a small company with little social media presence, a little effort will go a long way.

The best way to start is to define your goals, whether that be brand awareness or strictly conversions.

Plan a content strategy around your goals and desired brand personality.

Then, you’ll want to know who you’re talking to. Consider your current customer base and the type of audience you want to attract on social media.

Developing a deep understanding of your audience will help you create more engaging content and, therefore, create more effective paid ads.

Once your content is flowing, you’ll want to start tracking your KPIs so you can prove that your social media is successful.

Keep in mind that the average conversion rate for Facebook Ads is only 9.21%

The report also showed that the average conversion rate is highest in the fitness industry, at 14.29%, and education, at 13.58%. It’s the lowest in the technology sector, at 2.31%.

If you’re expecting Facebook Ads to provide a 50% conversion rate, of course, you will feel like they’re failing!

That being said, Facebook does produce the best ROI of all social media platforms.

How do you know your plan is working?

Test it. Continuously.

You need to test different offers to understand what works and adjust your plan accordingly.

The problem with the standard recommended A/B tests is that most fail.

To make matters worse, they’re incredibly hard to get results from if you’re not already converting well.

You shouldn’t even bother with A/B tests if you don’t yet have at least 1,000 monthly conversions.

Any single test should have a minimum of 250 conversions before you can believe the sample size.

The companies with the highest conversions aren’t even testing variables (which is what most A/B tests do).

Instead, they’re testing different offers.

That could mean one e-book but on completely different topics.

Both topics should be top of the funnel topics that appeal to a variety of people.

Both can also apply to the same segment or target group such as startup founders.

The only way to know which one converts best is to roll the dice and see.

That’s why planning without checking the results can mean failure.

Problem #3 – You’re not investing enough time.

58% of small businesses are only spending an hour a week on their Facebook marketing efforts.

Why is this a problem?

Because 3.3 million items are shared on Facebook every minute!

If you’re only active on Facebook infrequently, then your ads will never be seen among all the other noise.

There is simply too much volume.

Social Media Examiner surveyed social media marketers and found out that on average, they post on a branded Facebook page 8 times per day.

Imagine how quickly your ads are getting lost in news feeds if you only post once per day.

According to Mantra, an hour a day is even more time than most small businesses are investing!

The same survey indicated that 58% of small business owners put less than an hour a week into Facebook marketing.

Social media can’t be an afterthought. You will fail if you think of it this way.

As of March 2017,almost two billion people are monthly active Facebook users. Chances are most of your target customers are among those billions of people.

39% of marketers have increased their posting frequency on Facebook over the last 12 months.

If you only post infrequently, your potential customers likely won’t even see your posts.

According to Post Planner’s research, 75% of the engagement you get on your posts happens within the first 5 hours.

After that, engagement pretty much dies off.

This means if you aren’t posting regularly, you’re basically history.

While there are roughly 60 million businesses using Facebook pages, only about 4 million of those are actively posting on their page.

A stale business page could actually hurt your business more than no business page!

Anyone who comes across your out-of-date page may wonder if you’re still open or even a real business.

Facebook is the kind of thing that needs to be done right or not done at all.

Be honest with yourself about the time and resources you are willing to commit to your company’s Facebook page.

I should also warn that it is possible to go too far in the other direction as well.

Posting too much will overwhelm people with your messages to the point where they start tuning you out.

What’s the right frequency? Aim for 3 to 8 ad appearances per person over the life of your ad.

This can help make sure that your ads don’t become white noise.

Avoid setups like this one:

A frequency of 38 won’t just make people tune you out. It could turn potential customers into haters!

Problem #4 – You’re not investing enough money

Going back to the Weebly survey of small business owners, 82% have spent less than $50 on a Facebook Ad campaign and more than half didn’t buy Facebook Ads at all.

Less than $50!

In comparison, most successful B2C marketers spent an average of 26% of their entire marketing budget on content marketing (including Facebook Ads).

I can guarantee you this was more than $50!

Not only that, but 37% of them plan on increasing that spend over the next year.

But most small business owners surveyed by Weebly don’t want to spend any money on a paid campaign.

I get it. It can be hard to throw money at ads when you don’t know if they’ll work.

The good news is that you can experiment with organic posts to understand what resonates best with your audience before spending any money.

Look at the engagement of your current social media posts. If you have a post that’s creating a lot of organic engagement, it may be a good post to turn into a paid ad.

It will have a much better chance of success.

All ads on Facebook are basically just regular posts. The only difference is that you’re paying Facebook to maximize your reach.

Only a tiny fraction of followers will see your regular posts.

The reach of organic posts has been steadily declining as Facebook updates their algorithm.

Regular posts also don’t give you the ability to target specific people who are more likely to click on them.

When using paid advertising, you can target the people who are likely to be interested in your brand based off interests that they have expressed in the past and other data that Facebook has collected.

Today, reliance on free, organic results on Facebook will doom you to failure.

Organic posts reach only about 2% of your fans!

This means that 98% of your Facebook page’s fans may not see your posts.

That’s a huge loss of traffic!

Not to mention that the 2% you’re reaching are people who are already your fans!

Good luck reaching new audiences organically.

The situation is slightly better for smaller brands, but it’s still only about 6% of your fans that you will reach with organic content.

Let’s face it, social media for businesses has changed. It’s now a pay to play arena.

If you are trying to reach a wider audience with your Facebook posts, you’ll need to use Promoted Posts and other advanced Facebook Ad strategies.

Problem #5 – You’re not targeting the right audience

It’s not that small businesses contacted by Weebly weren’t seeing any returns on their ads.

It’s the quality of the returns that seem to be in question.

According to the feedback, small business owners did get clicks and likes but struggled with sales conversions.

“Although I may get clicks or likes, it doesn’t always translate to more money coming through the door,” one owner says.

Putting it simply, another responds, “Lots of impressions but almost no conversion.”

“When businesses don’t see the results they hope for, it’s usually because they haven’t done enough testing of their ad copy, visuals, and the ideal combination to target the right audience,” says Vitruvian Digital Advertising founder Kristie McDonald.

The potential audience on Facebook is massive.

Only a small percentage of them will actually convert

Small businesses aren’t asking themselves the right questions to determine an effective target market for Facebook Ads.

Have you been guilty of only defining your audience by their gender, age, and income?

If you’re choosing the simplest of criteria to let Facebook know your target audience, you’re going to fail.

You need to use more powerful insights into the behaviors and unique interests of your ideal audience.

That way you can deliver your ads only to people most likely to want what you have to offer.

Make sure you don’t just combine your demographics with every interest and behavior you can think of.

You need to set the criteria for only one or two interests and behaviors at a time.

If you try to go too wide, you will just spend a lot of money on audiences that don’t convert well.

You need to get laser specific in telling Facebook who you want to show your ads.

Make sure you’re targeting custom interest and lookalike audiences.

Use a social listening tool to monitor updates and sentiment.

This will tell you if what customers mean matches what they are saying.

Sometimes what they tell you is most important to them isn’t actually the most important thing.

You can use social listening to divide the market by interests instead of the typical demographic data.

Listening also allows for better personalization of ad content.

This is really valuable since 71% of consumers prefer personalized ads.

Whether you are relying on organic and paid advertising, the personalization of your brand is what will set you apart in the long run.

Once you know who you’re trying to reach, you can work on the type of content that will resonate with each segment.

Make sure that you use your value proposition to set your product or offer apart from the competition.

Remember that the value proposition needs to be phrased and marketed differently for audiences in each stage of the funnel.

Use your ads to get the right message to the right audience instead of trying to blast everyone with one message.

How do you know you successfully hit the right audience with the right message?

Facebook has a Relevance Score that will tell you.

The better you are at targeting the right ad message to the right audience, the better your click-through rate will be and the lower your cost per click.

AdEspresso decided to test this measure. They discovered that when they ran the exact same ad, but with better targeting, it got a much better Relevance Score.

Not only that, it dropped their cost per click and gained them four times more clicks when compared with the poorly targeted ad.

You can find this metric by going to one of your ad campaigns, going down to a specific Ad Set, and then looking in the lower right-hand corner.

The scoring system is one to ten, with one being the worst and ten the best.

Problem #6 – Stop trying to go for the cold sale

This is some of the feedback from one of the survey respondents who told Weebly that Facebook Ads don’t work:

We very rarely have ever gotten sales through Facebook. We feel that ‘Friends’ on Facebook would rather interact than be sold to. Trying to sell via Facebook is like walking around at a party and passing out business cards trying to sell your products to friends who would rather be socializing than dealing with a sales attempt.

It sounds to me like this person was trying to hard sell on a cold audience.

Socializing is the new way of selling.

If you only plan on pushing cold sales on social media, you might as well forget Facebook. At least that’s what Emily Pope, a small business marketing expert from Fundera thinks.

A good Facebook page strategy consists of a healthy mix of feel-good content, information your customers need to know, and a small bit of advertising. If you’re not set up for that or want to focus only on hard selling numbers, you’ll be wasting your time on a Facebook page.

In other words, you want to focus on benefitting and giving content to your consumers before asking them for anything, especially a sale.

To get the most out of Facebook, engage with your online community in positive ways.

How can you fix this?

Remember the sales funnel.

You need to build the relationship from the beginning on the funnel.

My guess is that this business owner isn’t used to coaxing customers through the funnel.

If you’re only used to selling to people once they walk into your store, you’re used to the hard sell strategy that works on people ready to buy.

This means you’re missing out on huge sales opportunities, even outside of Facebook!

On social media, you need to build trust before you can push a sale.

This isn’t something you can do with the occasional monthly post (see problem #3).

One quick way around it is to build a working relationship with influencers in your market.

Facebook works extremely well for retargeting.

This is one of the best values of Facebook Ads.

Why?

This audience is four times more likely to convert!

One reason for this is that these customers are already familiar with your brand and your product.

It’s no longer a cold sell.

No one is hanging out on Facebook looking to make a purchase.

Refer back to problem #1. You’re going to need to build multiple ad campaigns, one for each stage of the sales funnel.

Otherwise, you’re not going to be able to compete with all of the reasons they logged into Facebook.

Stop trying to jump right into the sales pitch!

Problem #7 – Understand that Facebook is a business

Some of the small business owners surveyed said they don’t believe the promise that paid posts will reach a larger audience.

Small business owners seem to begin to distrust Facebook right at the very beginning of an Ad campaign before there’s even been time to see results.

When the ad order is placed, most small business owners reached by Weebly were left saying, “Show me people. Where are the people? There are no people!”

You need to remember that Facebook is a business.

While it may seem like just a free place to hang out and socialize, it’s not.

You need to treat your relationship with Facebook the same as you would any business partnership.

You will only get a return out of it if you invest in it.

For example, linking a Facebook Pixel to your e-commerce site can have huge benefits for you.

Facebook also loves this because it provides them with tons of audience data.

If you see Facebook as anything other than a business, I’m betting you’re too uncomfortable to link all of your site data to them.

But as a business, if you don’t provide profit to them in some way (either information or money), then they have no incentive to help you succeed.

Facebook has proven results. They’re old in the social marketing world.

This is not some new kid on the block who is still untested.

The list of brands who’ve been successful with Facebook Ads goes on and on.

Facebook has an entire database of successful case studies.

Those results aren’t just for big business either.

Check out this ad for Design Pickle, (a startup):

Design Pickle offers unlimited graphics requests.

This ad is directly responsible for almost $6,000 in monthly recurring revenue for Design Pickle.

How?

They used it to target highly qualified leads. Leads who they then sent this survey:

They chose so many questions on purpose.

They used it to weed out people who were just looking for a freebie.

That meant they only got leads which were more likely to convert.

Their campaign generated around 500 leads.

30 of those leads turned into subscribers of their $200 per month service.

They estimate that their customer lifetime value to be around $1,100.

This means the one Facebook Ad resulted in an amazing 633% ROI!

If you want Facebook to work like this for you, you will have to change your viewpoint.

Treat it like a business and be willing to invest time, money, and some of your company and customer data to get an amazing return.

Conclusion

Almost two-thirds of small businesses are failing with Facebook Ads. You don’t have to be one of them!

Remember that Facebook Ads work.

There are proven results that work for companies of all sizes, and the huge majority of businesses use them for content marketing.

The problem is not with Facebook.

It’s with how you’re approaching Facebook.

Treat it like a business partnership.

Make a strategy, determine what you want out of it and how you’re going to measure your return.

Be prepared to invest more time and money into it if you want results.

As long as you invest wisely, targeting the right audiences with the right messages, you will see a positive ROI.

Facebook wasn’t designed as a place to cold-sell customers.

It is social media. Be social. Build relationships. Connect with influencers and your audience.

Those relationships can still be profitable!

What has been your biggest challenge with Facebook Ads?