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Top 9 Ways How Social Media Impacts Your Business

Social media has certainly proven beneficial over the last two decades.

Once a communication experiment that later evolved into platforms figuring out just how much personal data people would make available to their “digital networks,” social media remains a huge part of Americans’ everyday lives.

For businesses, social media has created a way to send a brand’s messaging to the right people at the right time and hope your brand sticks out to them enough to be interested, let alone loyal throughout their lives.

Here are the top nine reasons why it’s imperative for businesses to be on social media, and how it can help ensure your brand’s success.

1. Faster, Easier Communication

Customers can contact a customer service representative faster and easier now than ever before thanks to social media.

Businesses can also receive, review, and respond to customers’ grievances faster and easier than ever before.

Depending on the industry and the grievance, challenges may still remain, but the line of communication that once was somewhat challenging to establish is no longer nearly as difficult to do so.

It’s faster now than ever before to contact the right people — and oftentimes without having to even pick up a phone — and it’s only becoming easier as more people and brands use social media platforms to keep in contact with the people that matter most to their business.

Customers can now communicate real feedback in real time like never before, something businesses have strived to achieve for a long time.

2. Networking & Partnerships

In addition to the simplified lines of communication, there’s the aspect of general availability.

Let’s face it: there is a small part of the world’s population that it would be nearly impossible for most average humans to ever directly communicate with without the right kind of help (publicist, agent, etc.).

Also consider actors and actresses, athletes, and other high-profile people most of us Average Joes would never be able to interact with.

Social media helps connect us easier than ever before.

Building quality relationships becomes a lot easier with the streamlined communication we get from social media, and building relationships with key influencers earns a lot of value for your brand.

Some examples of the added value these connections facilitate are:

  • Trust from others’ networks and audience members.
  • The acquisition of quality backlinks (that offer SEO boost as well as, hopefully, an increase in referral visitors).
  • Potential business opportunities.

3. Boost Organic Visibility

There’s so much potential value to be unlocked through social media, aside from the networking and partnership-produced backlinks.

In addition to the SEO value gained from adding quality backlinks to your brand’s website (by way of social media relationships, as well as the ways social media help accumulate a variety of link types to comprise a healthy backlink profile), social media also sends relevancy signals and other signals to search engines like Google to ensure popular content is easily visible and shareable.

It’s important to understand how social media affects SEO as well.

Google has repeatedly said that social media likes, favorites, shares, backlinks, etc. are not direct ranking signals — but there is a correlation between social media activity/popularity and how/why it is ranked by search engines.

So, even though social media shares don’t serve as actual, full-value backlinks, the people, brands, and webmasters/marketers that may see your brand’s content via social media then may very well link to your brand’s content (since it’s quality content offering real value), and those backlinks would certainly hold real value.

4. Increases traffic on your website

Platforms like Facebook and Twitter allow you to share links to your blog and your website. If you want to direct traffic to relevant pages, you can post your content links on your social profiles. People who follow your social media accounts can see these links and visit your site.

This is a huge benefit to your business because it helps you build more brand recognition with your audience. You can help them learn more about your business by reading the relevant page on your site. If you’re looking to grow your business, you can use social media to help you gain new traffic on your website other than people who search online using your brand name, product names, or key terms. It helps you expand your reach and drive more people to your page.

5. Customer Feedback

In the world of business, sales, and profits, regardless of what your industry is and who you are marketing and selling to, the focus has to truly be on the customer.

And success, both digitally and traditionally, is achieved by understanding — and delivering — the best quality customer service possible, and doing everything in your power to ensure your customer and potential customers have the best possible experience with your company.

Of course, the product or service you are selling should also be good, but there are always going to be unhappy customers. How we respond to the customers — regardless of how “good” or “bad” their feedback may be — is imperative to your business’s online success and its longstanding reputation.

Social media helps us maintain that reputation by giving us platforms to directly interact with our customers like we never have before. That also means we are receiving real customer feedback directly from the source, faster than ever before (and usually much more raw, too).

Businesses should be using this amazing opportunity to build their brand as a true, consumer-first operation, eventually building the brand’s reputation into one that can never be mistaken and is relied on for many years by an ever-growing customer base.

6. Learn about your audience 

On social media, you can gain insight into customer behavior. You learn what your audience is saying about your business. Many people will use social media to express their thoughts and opinions about businesses.

Using social media listening or social media monitoring is a great way for you to see how your audience perceives your company. Whether it’s positive or negative feedback, you’ll learn what your audience likes, dislikes, or wants to see happen with your business, which can help you amplify how social media benefits your business.

7. More Brand Authority

Customer satisfaction and brand loyalty both play a part in making your business more authoritative, but it all comes down to communication. When consumers see your company posting on social media, especially replying to customers and posting original content, it makes you appear more credible. Regularly interacting with customers demonstrates that your business cares about customer satisfaction, and is available to answer any questions that they might have.

Satisfied customers are eager to spread the word about a great product or service and they usually turn to social media to express their opinion. Having customers mention your business on social media will advertise your business, and show new visitors your value and brand authority. Once you obtain a few satisfied customers who are vocal about their positive purchase experience, you can let the advertising be done for you by actual customers who enjoyed your product or service.

8. Track Your Competition

Social media channels also allow us to keep our finger on the pulse of not just other marketing tactics and practices, but also with the tactics used by direct competitors.

And we can learn a lot from our competition.

No one is perfect, and we can all learn something. The ultimate goal is having the customer understand us and depend on us for our authoritative approach within our niche over our competition.

Our competitors are aiming to do the same things as us (establish and protect brand reputation and ultimately sell its products/services), so it’s worth us monitoring and finding out ways our business can do better to educate and entertain users, as well as the things our brand does well, and ways we can get better across the board.

9. User-Generated Content & Crowdsourcing of Ideas

User-generated and crowdsourced content isn’t just free and unique; it can also be awesome.

The larger the audience, the more potential the content has to really impact a brand and its messaging. Brands will receive and be able to (usually) use this sometimes-quality content — videos, images, infographics, memes, etc. — with proper permission, of course.

Social media allows us to ask for this user-generated content, then receive it directly, but there is quite a bit going in between all of that, too.

Most brands will have people post their content with specific hashtags. So, the brand isn’t just receiving the content; the content is actually being posted throughout social networks (being seen by each person’s network individually, as well as the brand and it’s network), and equipped with the required hashtags and other “requirements” (which usually includes following the brand, sharing directly with a certain number of connections, and plenty of others.

Sources:
https://www.searchenginejournal.com/social-media-business-benefits/286139/#close
https://www.searchenginejournal.com/social-media-business-benefits/286139/#close
https://www.webfx.com/social-media/social-media-benefits.html
https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing

The Benefits Of Facebook Ads & Why You Need Them

With so many options, deciding where to spend your marketing budget can be difficult. What makes Facebook particularly attractive for new and experienced business owners boils down to three things:

1. Driving traffic from an active and engaged user base

Facebook is a place where we connect with family and friends, and—as much as we hate to admit it—it’s pretty darn addictive. Facebook reportedly has more than two billion active monthly users, and those users spend more time on Facebook than on competing social networks. In addition, Facebook owns Messenger and Instagram, two other popular mobile apps accessible to Facebook advertisers through its advertising platform. That’s a lot of active, engaged traffic to drive to your landing page.

2. Targeting customers based on demographics, interests, and behaviors

Facebook is designed for sharing personal updates and information with your network, such as vacation photos, new songs you’ve discovered, and relationship statuses. All the likes and connections made on Facebook and Instagram create detailed user profiles advertisers can tap into through targeted ads. Facebook advertisers can match their products and service against a long list of users’ interests, traits, and behaviors, resulting in a higher likelihood of reaching their ideal customers.

3. Generating brand awareness

Most businesses have a Facebook and/or Instagram business page they use for connecting with their fans and customers on social media. When you decide to use paid ads on Facebook and Instagram, you can opt to have them come from your brand’s social pages. This often results in increased brand exposure and new followers for your company, which is one of the benefits of advertising on social platforms.

Types of Facebook ads

Your success in Facebook advertising depends on your objective and the types of Facebook ads you use. Producing effective, high-performing ads, however, presents a challenge for many beginners because there are so many different types to choose from. 

To help overcome this hurdle, we’ve outlined five key Facebook ad formats you can use. 

Image

Single image ads are the standard for Facebook advertising. They are easy to make, offer a clean format for you to promote your brand, and are one of the most effective ad formats. In one Facebook study, a series of photo-only ads outperformed other ad formats in driving unique traffic.

Image ads are best for when you want to create an ad quickly or don’t have much of a budget. You can create an image ad right from your Facebook page as a boosted post, or if you want more detailed targeting options, you can make one in Facebook Ads Manager.

Video

Video ads let you show off your product or brand and capture viewers’ attention in the feed. You can create video ads in Facebook Ads Manager or boost a post that has a video from your Facebook page. These ads appear on Facebook, Instagram, Audience Network, and Messenger. 

You can use Facebook video ads to show unique features or tell your brand’s story. Videos that are 15 seconds or less can help capture your audience and keep them engaged. They should also have a clear call to action (CTA) at the end, such as purchasing a product or visiting a website. 

Carousel ads let you include up to 10 images or videos in a single ad, each with its own link. People can scroll through the carousel by swiping left or right on their devices or by clicking directional arrows if using the desktop client. 

Carousel 

You can use carousel ads to:

  • Feature multiple products and link out to different landing pages
  • Showcase different angles of one product to inform potential buyers
  • Explain a process or offer a tutorial 
  • Present one large image across multiple frames to create a more immersive experience

Collection

The collection ad format includes a full screen, Instant Experience to make it easier for people to browse and buy your products. These ads include a cover image or video and can show multiple products underneath. 

Collection ads are a great way to show off your product catalog, offer an enjoyable browsing experience, and help turn interest into sales. You can show these ads across the Facebook News Feed, Instagram’s feed, and even Instagram Stories.

Everything You Need to Know About Messenger Bots

What does Alexa, Siri, and Google Assistant all have in common? They’re chatbots.

With the rise of eCommerce and a change in consumer expectations surrounding access to instant communication, businesses need new ways to communicate with customers. Luckily, chatbots have enabled businesses to connect with customers like never before.

Chatbots can dramatically enhance the customer experience your business provides by streamlining the interaction between consumers and your services; plus, the right chatbot solutions can help your organization cut back on customer service costs by reducing the number of people required to manage customers.

Although, some customer support staff is still needed as human intervention is still an integral part of the training and configuration process for chatbot technology.

In this guide, we’ll go over how chatbots work, how to set them up, and why your business needs chatbots.

What is a chatbot?

Chatbots are artificial intelligence (AI) software used to simulate digital conversations and interactions with users. Chatbots communicate in a natural language (written, spoken, or both) through different mediums including websites, mobile and messaging apps, or even on calls.

Artificial intelligence

With recent advancements in AI technology,  chatbots have become extremely sophisticated making them suitable to do more than just respond to specific queries with pre-determined templates. 

Thanks to AI and machine learning, chatbots can gather and process information regarding users, such as their preferences, interests, and inclinations, all of which help chatbots “learn” and understand how to better respond to user requests.

For example, artificial intelligence can help an eCommerce brand drive sales by streamlining product promotions and recommendations to target customers that have specifically expressed interest in similar products. This prevents businesses from irritating their customers with constant promotional emails and also helps cut back on advertising costs.

Natural language processing 

Natural language processing (NLP) is at the root of chatbot technology and forms the foundation for voice recognition systems for leading virtual assistants such as Cortana and Siri. But how exactly do chatbots work with NLP?

A chatbot works by first receiving a user request, analyzing it, and then returning an appropriate response. After processing all relevant information it’s crucial that the bot provides a useful response. If the chatbot fails to understand the user’s request or the intent behind it, then a human agent is alerted and can intervene.

After the chatbot has determined the user intent correctly, there are a few ways in which the software can respond to the query. The response may come from a standard, predefined template, from information stored in enterprise systems, or a question prompting the user to clear up some ambiguity for the chatbot. If the digital assistant fails to provide users with an appropriate response or lacks the ability to resolve the issue at hand, then a human agent can take over.

How are chatbots built?

Major players like Amazon aren’t the only businesses that can benefit from chatbots; banks, restaurants, eCommerce businesses, and more can also use them. 

There are two ways to make a chatbot: Create one from scratch or use a bot-building platform.

To design a chatbot from scratch, it’s important to:

Identify specific goals that your chatbot should fulfill, and determine exactly what you want your chatbot to do.

Design your chatbot’s interaction. This helps ensure that your chatbot offers an engaging user experience.

After ironing out these details, you will need to actually develop the chatbot, which requires programming experience. Of course, hiring a developer is an option, but, in general, using a chatbot-building platform is much easier.

There are several good platforms out there that provide templates for building your own, intelligent chatbot. Many existing platforms, such as ManyChat, don’t even require users to code. Thanks to a sophisticated drag-and-drop interface, business owners can conveniently build their own chatbot in minutes.

Which channels can chatbots be used on?

Chatbots can be integrated and used on many different platforms including social media websites like:

Messenger from Facebook

Messenger from Facebook makes it easy for business owners to create and integrate chatbots with Messenger, specifying default responses, welcome messages, AI capabilities, and more, to handle customer queries.

Messenger also provides advanced options, like galleries, that help enhance customer experience and engagement. (A chatbot can curate a gallery that  provides customers with different links and images to match their needs.)

SMS

Did you know that SMS open rates can be as high as 98%? This makes SMS (short message service, aka text messaging) the best option for communicating time-sensitive information. For this reason, SMS chatbots have become increasingly popular amongst various organizations.

By equipping your chatbot with multiple default responses, customers can have a two-way text conversation effortlessly. Additionally, many Fortune 500 companies and growing businesses include an additional live chat support option, so customers can swap over to human support at any time.

Instagram

Facebook rolled out some updates to the Messenger application programming interface (API) that support messaging on Instagram. Now, business owners can integrate chatbots with Instagram messaging, improving customer communications even further. The Messenger API allows for omnichannel messaging platform management, whereby businesses can manage messages coming in from their stories, shops, and direct profile messages too, with different workflow tools.

For now, the new Messenger API is still in the beta stage and only a limited number of developer partners (including ManyChat) have access to its features. Businesses can sign up on the waitlist if they are interested in utilizing the features following the post-beta launch.

Voice

Chatbots can be used on voice channels to provide users with an optimal experience, which is precisely what software like Google Assistant, Apple’s Siri, Microsoft’s Cortana, and Amazon’s Alexa does. These sophisticated software use NLP technology to understand user queries and simulate an engaging conversational interface.

What are chatbots used for?

Chatbots can be used to implement a rigorous marketing campaign, drive your eCommerce sales, engage customers, and more.

eCommerce

Chatbots are a great way for eCommerce businesses to increase sales or provide real-time customer service. With a chatbot, you can automatically recommend products, answer customer questions, recover abandoned carts, and more. Think of chatbots as an online concierge for your store. Instead of having humans guide customers and answer questions, a chatbot can do it 24/7.

Marketing

When it comes to marketing, chatbots not only offer businesses a way to invite new customers to check out your service or product but keeps them engaged as well. While something like a well-developed video improves customer engagement, this only lasts as long as the video plays. Chatbots, on the other hand, are continuously gathering data and analytics and learning about how to better interact with customers.

By learning your customers’ names and gathering information about their preferences, bots can provide customers with a more personalized user experience. Rather than sending out multiple emails for every product and promotion, chatbots can send targeted notifications to specific customers about products they like.

Customer support

Chatbots have revolutionized customer support options, and allow businesses to communicate with customers over phone calls, messages, and mobile apps. Some banks, for example, provide a significant amount of customer support through call-based chatbots, wherein users can authenticate themselves and learn about account details such as their current balance and transaction history.

Live chat

Chatbots can be integrated into your brand’s live chat support to quickly and efficiently resolve customer problems. While more sophisticated bots are designed to analyze user intent and respond accordingly, some brands use simpler chatbot technology with the help of fixed message templates, which are also quite effective.

This way, users can contact the chatbot and select the nature of their problem from a predetermined list. The chatbot will continue to provide the user more and more response options until the details of the issue, request, or question are nailed down. Now, thanks to automation, the software provides a specific response to the user’s query. If the chatbot is unable to resolve the problem, then human support is alerted and an agent takes over the live chat operations.

Lead generation

Another area where chatbots shine is in nurturing leads for your business, which is an otherwise time-consuming and resource-taxing process. Bots can gather large amounts of data effortlessly which can be used to generate personalized messages and notifications for guiding your customers through the buyer’s journey.

In the initial stages, split testing (or A/B testing) the messages on your brand’s website can be useful for determining what works and what doesn’t so your organization can determine the best way to personalize your customer’s experience, which makes for a better lead-nurturing campaign.

Tracking and improving chatbot performance

Developing is only the first step, as businesses often need to continually track the chatbot’s performance and find new ways to improve it.

Revenue

When it comes to tracking revenue, it’s important to focus on marketing-oriented metrics such as the conversion rate for user-chatbot interactions, cart abandonment rate, and goal completion rate. These metrics offer insight into how well your chatbot is driving sales. Goal completion rate, in particular, is important because it reveals how successful the bot’s calls to action (CTAs) have been.

Customer questions answered

When a customer asks your chatbot a question, the AI software attempts to understand the buyer’s intent so that it can respond to the query with relevant information. The chatbot may answer with pre-programmed responses, or alert a human agent to take over if the task is too complex. Some chatbots, like Google Assistant, are synced with search engines and can pull up search results if they are unsure about how to answer a question.

Add common questions

Adding common questions to your chatbot software, with accompanying predetermined answers, can help your bot perform more efficiently. S when customers have a question that has already been asked, your chatbot can provide an automated response almost instantly.

Chatbot FAQs

People have many questions about chatbots, here are some of the most common ones.

Are chatbots only for Messenger from Facebook?

No! Chatbots can be used for any communication channel. Chatbots can be built for Messenger, Instagram, SMS, and more.

Is Siri a chatbot?

Siri is technically a chatbot designed to provide iPhone users with continual support and improving their user experience. Some people differentiate virtual assistants and chatbots by identifying the former as user-focused and the latter as server/business orientated. Under these definitions, Siri is considered to be a virtual assistant rather than a chatbot

References:
https://manychat.com/blog/what-are-chatbots-used-for/

How to Use The Facebook Ads Manager

If you’re ready to start with Facebook Ads management, let’s look at the steps you can take to get started.

Create Your Campaign

The first step to Facebook ad management is creating your campaign.

Before we dive into the steps for creating an ad, it’s important to note that Facebook offers two methods for creating them:

  • Guided creation: With guided creation, you have a step-by-step wizard that walks you through the steps on how to create your ad. This option is best for people that aren’t familiar with Facebook’s Ads Manager or creating ad campaigns.
  • Quick creation: Quick creation allows you to set up your campaign, ad set, and ad elements as you wish. This option is best for advanced advertisers and seasoned marketers that know Facebook well or have experience creating ads on other platforms.

Now that you know the two different options for creating ads let’s take a look at how you can start composing your ad.

  1. Select your objective: Your objective is what you want to achieve with your campaign. You can aim to increase traffic, increase leads, earn conversions, and more. Your objectives should always align with your overall campaign goals.
  2. Select your target audience: Your target audience is users that are most interested in your products or services. Facebook audiences allow you to get very specific with your targeting, so you can set custom perimeters and reach the right people at the right time.
  3. Upload your ad creative: You can create numerous types of ads on Facebook, including photos, videos, carousel ads, and more. You’ll want to upload these visuals, which are typically photos or videos, to your Facebook Ads Manager account.
  4. Write your ad copy: Once you upload your creative, you’ll add your ad’s text. Make sure your ad copy provides relevant information to users that inform them about your product or service.
  5. Set your bid amount: After you have your ad set up, you’ll set your bid amount. Your bid amount will depend upon your budget and ad placement.
  6. Finalize your ad details: This involves reviewing your ad to ensure the copy, placement, and bid details are correct.

If you’re looking to take on Facebook ad management on your own, following these steps will help you get set up with your ad.

Monitor your campaign

Once your campaign is up and running, you can start monitoring your ad’s performance. You can review different aspects of your campaign, including your:

  • Budget
  • Audience
  • Placement
  • Creative

When you’re reviewing your campaign, you can look at real-time reporting to see how your ads are performing. You can monitor your campaign to spot trends with your ads and identify areas of improvement.

If you fail to monitor your ads, your campaign is a waste of time. However, when you keep an eye on your campaigns, you’ll be able to determine areas that might need to be updated for greater success.

Monitoring your ads ensures that you always have the most successful ad campaign possible.

NexLaunchwe are a digital marketing agency specialized on MLM companies and leaders with over 20 years in the digital marketing and systems world, we have built systems that have transformed online businesses and launched companies around the world. Book a Free Strategy Session here