If you keep up with the latest gossip, it’s not uncommon to see controversy surrounding social networks or apps, and, as we’re all quickly learning in the digital space, Snapchat is no exception. Some mishaps have been widely reported on, especially when big name celebrities such as Rihanna or Kylie Jenner have been involved, but if you ask any marketer, they’ll likely point out a few other issues. That’s right - I’m talking about the inherent design and experience flaws with the platform.
The impact and evolution of digital media has created a shift in the buyer’s sales journey. Digital channels now influence 92% of B2B buying decisions, while half of B2B buyers prefer to gather the information necessary to make these decisions on their own. If you’re only using phone and email to find, attract, and retain business, that means you’re missing an essential component to your strategy: social selling.
In the 90s, everyone wanted "The Rachel" because of Jennifer Aniston on Friends. When my mother was growing up, she wanted waist-length locks because that's what graced the covers of Bollywood magazines. Times may have changed, but the effect of influencers on consumer behavior has not. Love or hate her, Kylie Jenner is one such powerful influencer and a financial force to be reckoned with. At just 20 years old, Kylie is not only the youngest, but also the richest member of the Kardashian-Jenner clan with a $386 million cosmetic line under her belt and a net-worth estimated to hit $1 billion before she turns 25. If that’s not impressive enough, last week, a single tweet from the beauty mogul is believed to have caused Snapchat parent company, Snap Inc.’s stock (SNAP) to drop a dramatic $1.3 billion in value. Now, if that doesn’t make you sit up and pay attention to influencer marketing, I don’t know what will.
Every marketer knows social media is one of the most effective ways to expand your reach, connect with your target audience, and grow your business. However, along with everything else in inbound, social media is constantly changing. Just take a look at 2017, for example. In the past year alone, Facebook seduced Snapchat users to Instagram with the addition of stories, the president of the United States took to Twitter to communicate official policy positions in 140 characters (now he has 280, but we’ll get to that), and Apple announced plans to alter the way we interact with our mobile devices. As more and more brands expand their reach with social media, the competition on these channels is increasing and people’s attention spans are decreasing. So, how should marketers adjust their social media marketing in 2018?
Social media is a powerful marketing tool to reach your audience and increase brand awareness. However, in recent years, the space has become much more competitive for brands and businesses of all sizes. For this reason, marketers have had to turn to paid options to reach their buyer personas. Facebook pay-per-click (PPC), more popularly known as Facebook Advertising is currently one of the top platforms businesses look to up their game on social.
There’s a major shift that’s happening in the way businesses reach their audience. Moving forward, that means your traditional inbound marketing strategy may not be comprehensive enough to reach your audience.
I want to start off by saying I adore Pinterest (both as a marketer and a user). Since its launch in 2010, I have wasted away (okay maybe not wasted away) many of my evenings and weekends pinning away. Whether it was new recipes, future home inspiration, interior decorating, make-up tutorials, or planning out every detail of my DIY wedding. Honestly, I’m not sure what I did without it before.
In the last 10 years, social media has become more than just a casual pastime. For many, it’s an irreplaceable communication tool, both professionally and personally. It connects teachers and students, teammates, friends, and family. It is an integral part of how we communicate with those in our lives as well as share information about ourselves. With so much of our personal details being made accessible online through social media, it’s only natural that these networks become a go-to resource when it comes to market research and developing buyer personas.