Engaging in a Time of Social Distancing
Looking for new ways to engage your audience right now? While you may find it challenging to continue connecting with your customers or clients during social distancing, rest assured that there are options to keep you “close” and top of mind.
The most obvious and immediate way to do it is by ramping up your social media content. In general, social media is by far the most effective way to keep in touch with your audience and create two-way interactions. However, while posts on Facebook, Instagram, and LinkedIn are great and headlines and images can get the audience “talking,” it’s a good time to take it a step further and put your business in motion.
Let’s talk video.
Adding video content can be very effective for increasing engagement and making your social media more interesting and appealing. And to take it to the next level, it could be time to leverage the incredible tool already available and configured for your use - and better yet, it’s free. That tool is Facebook Live.
What is Facebook Live?
Facebook Live is a feature of the Facebook platform that uses a camera to broadcast real-time video to a Facebook page or profile. Live broadcasters can target their content to a particular audience and use it for real-time engagement.
Since its launch, live streaming video has exploded in popularity. According to Vimeo, 78% of online audiences are reported watching Facebook Live in 2018 - and we can only imagine its current popularity given our challenge of finding entertainment while social distancing.
Why Use Facebook Live?
A few simple reasons why Facebook Live is a great option:
What is the Best Way to Use Facebook Live?
So if you are open to giving it a try, consider using Facebook Live for any of the following:
We've been experimenting with going Live this week at RAD here are some things we learned:
Do you want to engage with your audience but you need help with Facebook Live? We can walk you through it! Email us or call us at (484) 474-0453.
As we work to adjust to a new working environment and define a temporary standard, we know it can feel daunting to pull together all of the moving pieces.
We know this is a difficult time for everyone. Across our communities, the news and effects of COVID-19 are changing how we do business and even closing some doors. We are all forced to change how we act, think, communicate, and do business.
With that said, we are confident in our communities and that together, we will all follow the guidelines and help us all get to the other side.
As an agency, we are dedicated to the health and wellbeing of our team and clients. We started this business because we care and ultimately want to help all of our small business clients, friends, and partners be their best - and we want to be a part of the solution. Here are a few tips in what we are observing and ways we can help you.
Therefore, in this situation, the River Avenue Digital team has pledged to become your marketing solution and navigate these uncharted waters. We thought about what we can do and created this list of services that we are offering to our clients at no additional cost:
What we can do…
There are lots of things we can do right now - but don’t let giving up be one of them. Instead, let’s get creative and navigate these shifts together (because that’s what partnerships are all about). We truly want everyone to be as successful as possible given these circumstances. So please reach out if there is anything - marketing or not - that we can do for you.
-The RAD Team
If you were to operate a shop in downtown Philadelphia in 1950, you would know how important it is to keep your doorway cleared and your shop clean and make sure the hours of operation are clearly visible to the passersby. Customer satisfaction would be paramount; as news of bad interactions would travel quickly through the tight-knit communities. Nowadays, while the upkeep looks a little different, the idea of monitoring and maintaining a good reputation has not changed. Ten years ago this meant having a pretty website, a social media account and maybe a few other online listings depending on your industry. As we settle in the new ‘20s, this now means optimizing your online reputation for no-click searches.
No-click searches refer to when users can be presented with info from google before they even reach a Search Engine Results Page (SERP). Google will auto-populate the search results to provide information and content deemed relevant with high accuracy. These searches have become increasingly popular. In fact, no click searches now account for 47% of all search queries (Joshi 2020). Don’t believe me? Try it out. Search for a sports score update, current weather, flight info, all of them will provide content before you even reach a SERP.
From a user experience standpoint, you can see why these searches are popular. When a user is seeking information they often are given all the info they need on the topic instantaneously. These potential visitors to your website have been conditioned to expect to see that info at the top of the search results page. To avoid missing out on potential leads you need to think like your customer and make sure all information is presented correctly, clearly and consistently.
Let’s pretend I’m looking for an Italian restaurant. I’ve heard La Padella has a solid happy hour so let’s look them up on Google. Check out the screenshot- I haven’t even finished typing in
La Padella and I’m already provided with name of the restaurant, star rating, address, hours, website and option to call. This is all without ever even clicking ENTER. Your website is no longer your virtual welcome mat, potential customers and clients will already have made up a persona for your company before they’ve even seen the homepage of your website.
And even if they did click ENTER, the first thing they will see is your GMB page for your business. Just like the way your building and workspace are presented, you want to be sure you are regularly checking on your google my business account to ensure it is accurately portraying your company.
Wondering how? Here are a few things that should be highlighted on your Google My Business profile.
(If you have the top 8 filled out you’re doing better than most companies. But there’s always room for improvement!)
In addition to Google My Business, there are dozens if not hundreds of popular sites that have your information listed, if, this is called Local SEO or reputation monitoring, such as AngiesList, Yelp, HomeAdvisor, etc. These citations can be managed and created through marketing software or manually. We’ll discuss local SEO in-depth in one of our future posts, so keep an eye out for it!
If you’re reading this and you have some questions about Google My Business, Local SEO or reputation monitoring just shoot me a message and I’d be happy to take a look: email@example.com
What if your brand got a huge boost and someone else did all the work?
That's the true potential of user-generated content. With the right UGC marketing, you can transform your most devoted customers into the kind of brand ambassadors that grow your customer base.
Wondering what UGC can do to benefit your own brand? Keep reading to discover the answer!
UGC helps boost customer engagement. And what many businesses don't understand is that higher engagement is even more important than metrics such as the number of online followers.
That's because many people treat online discussions from family, friends, and followers as a kind of "word of mouth" advertising. Basically, if several people that someone trusts are now talking about a product or service, a person is much likelier to go experience this for themselves.
The next benefit flows directly from the first benefit. Here it is: user-generated content enhances your brand value.
Think of it this way: everyone knows that "buzz" is great for business. However, businesses often struggle to define what buzz means or utilize it in any meaningful way.
With UGC marketing, there is a perception that something that has generated so much content and discussion must be valuable. This is a similar phenomenon to someone wanting to see a new movie or TV show after they are exposed to dozens of related memes via social media.
In short, they think if the content was worth someone's time to make, it will be worth their own time to go check out the product.
Some of the benefits of user-generated marketing may be more obvious than others. For example, UGC saves your business a lot of time!
That's because every business, no matter its size, must engage in marketing to help promote sales. Without UGC, marketing responsibilities will fall on your shoulders or to someone else within the company.
When users are doing the "lion's share" of the marketing, though, it frees you and everyone else up to concentrate on things like product research and development. The end result is that you create a product that is even more buzz-worthy than ever before!
Despite the fact that the users are doing all of the work with UGC, this form of marketing helps to establish trust in your company.
We already touched on one reason for this: people will trust what their friends, family, and followers trust. The other reason, though, is that many demographics (such as millennials) are wary of traditional advertisement.
These are the ones who run ad-blockers on their computer and stream movies and TV shows to avoid ads. And when they do see an ad, they are wary of what the business is selling.
With user-generated content, their guard is down because company praise is coming from people they trust. And this helps them trust your brand before they ever try your product.
UGC Marketing: Your Turn
Now you know the benefits of UGC marketing. But do you know who can help you maximize its potential?
We specialize in content marketing, digital marketing, social media, and much more. To see how we can kickstart your own UGC marketing campaigns, contact us today!