The All Important Social Share

I recently read some articles in how to get more responses to your posts on various social media., specifically shares.  The result of these articles basically was that you have to pay to play.  I wrote a blog a couple years ago how Facebook was dead for small business, because you have to pay to play.  Since then Facebook has changed their ways, easing up on some of the algorithms that monitor our feeds, but to get great shares, it still pays, to, well, pay!

And in all my years of advertising, I have never found a more cost effective way to advertise than on Facebook.  That, however is another post.

There are still some tactics that work to help get your posts shared, especially for local businesses.

Try These to Get People to Share:

Share Signs1.  Use local pictures and videos.  Appeal to your customer base by reminding them why your city (and your business) is so great.

2.  Collaborate with other local businesses and cross post.

3.  Feature your fans on your page.  Happy pictures of customers who are tagged, make more people see your post as they comment, share their pictures, and your post is seen by friends of theirs that may not have already liked your page.

4.  Build your email list.   Use the tools from iContact or Constant Contact to get more email accounts on your list, use the Call to Action button on FB.   And then use that email list to talk about new promotions.

5.   Ask for the share.  Got a particular post that is doing well?  Reshare and encourage reshares.   Got a post you definitely want to get out?  Ask your fans to share it on their timelines.

6.   Offer special promotions.  Recently a local bar and restaurant asked their fans to like, comment and/ or share their post.  Then they randomly chose a name who had liked their post, shared their post and commented on their post to win a $50 gift card.

7.  Join local groups on Facebook and LinkedIn and participate in them.

8.  And it bears repeating, not every post should be about selling your product.   Have fun with your posts, make them share worthy.

There is an art now to getting shared, and it starts with knowing who your audience is and how they share.

I found a podcast (and summary article) by Bryan Kramer, Author of Shareology:  How Sharing is Powering the Human Economy.  That explained the types of people who are on Social Media.  We’ve all seen those lists before, and they haven’t changed much.  What’s different in this podcast is how they share.  What they share.  And why.

Social Media Types and What They Share:

Different people who share1.  The Career Minded:  someone that is using social media to become a thought leader in their industry.  They share relevant information on not just their industry but also on their position (sales, accounting, management) industry.  Almost everyone on LinkedIn fits into this category but you will also find them on other social media.

2.  The Altruist:  someone that has a favorite cause and shares information about that subject all the time.  They may be political, ecological, animal welfare, etc.

3. The Boomerang:  this could be a troll, it could be a negative experience or a positive one.  This person will ask a question, not only to get a reply but to also reply back.    In a positive light, this person is actually moving your post up in visibility through the repeated comments.   If it’s a troll, they could be just using your post for their own agenda.

4.   The Connector:  This person shares to connect one person to another.  They are great  at networking and enjoy matching people up.

5.  The Hipster:  This person likes to try new things and share it before anyone else.

6.  The Selective:   This person shares very little, is very selective on what they will share.   Often this social media-ite is a lurker.   Watching, reading, reviewing but sharing very little.

It’s good to point out here, that, a person can fit into more than one category.  A blogger might be a Connector, a Hipster, and Career Minded.  It will depend on what they share, when they share it, but now….you know WHY they shared it.

Using This Knowledge to Get The Share

Hands holding signs like share, and other social media wordsKnowing certain tactics to get more shares and why people will share a post can help you with the content of that post.   Lets say you want to promote a new product.   Featuring some customers testing the product in your place in a smiling photo, plus a “give it a try” price, and making sure it’s something no one else has, will probably work well.     A post like this uses the following tactics:

  • Local people
  • Local picture
  • Special perks for fans

And the type of people who will share this post are:

  • Hipsters

And if you’re lucky:

  • The Selective
  • The Connector

I hope this blog has helped you get better at your Social Media efforts, and will garner you more shares on your posts.   And if you have found it helpful, of course, I’m going to ask for the share – please share it on your Social Media profiles.   Yes.  Even you, The Selective!  And should you find that you’d prefer someone handle all this for you, I’d be honored to have the opportunity to work with you.

 

 

Sample Blog – Dentist – Case Study

I had another client requesting a blog. They hadn’t had any new blogs or new content on dentistry on the site since January of 2014!  Dentists is one category in Google that is highly competitive.  Having new content on a regular basis is one way to climb your way up the ladder to end up on the front page of Google.

My client, Smile Center Orlando is launching a new payment plan at the dentist office, and wanted to market it to their customers.  The payment plan was going to be marketed on the site, in the blog and in print collateral materials – brochures and what not.  The plan was a low monthly payment that covered preventative care and gave discounts on elective or cosmetic procedures.

Combining the idea of marketing the new payment plan with needing  general dentistry content, I created a blog for Smile Center Orlando that explained why preventative care could keep you healthier in the long run, and how the payment plan offered discounts for other care.

Samples from the blog:

smile blog pictureWhy a Smile Center Orlando Loyalty Program?

You find yourself without dental insurance for whatever reason. Maybe your company doesn’t offer it, maybe it’s not in the budget. You’re not alone, over 100,000 million Americans don’t have dental insurance. And it’s the number one reason people don’t go for appointments. That’s why Dr. John Altomare and his staff at Smile Center Orlando has a new loyal patient program to help with costs. 

. . .

It’s easy to sign up!

Just call, come visit or click on our website. You can fill out a quick form through the website or we will be happy to help you in the office or on the phone. Programs start at just $35 a month for adults and $25 a month for kids.

. . .

In addition to benefiting your wallet, the program benefits your health.

Tooth decay is the most prevalent dental health risk. And the most preventable. Most people don’t think much about having a cavity. Did you know that every cavity you have makes you at risk for more? A decayed tooth can grow into a continuous painful problem.

 . . .

To read the full blog, click here to go to Smile Center Orlando’s website.

How it will work

Good content marketing in a blog, is not only easy to read, but also is over 300 words, contains the keywords for search engine optimization and links out.  Other considerations are to make the content informative, useful to the reader of the site, and to source any quoted text or research.  And of course the blog should reflect the business of the site.  In other words, a blog on dentistry, for a dentist, as opposed to gift wrapping or something unrelated.

This blog written for Smile Center Orlando linked out to the payment plan page that is actually hosted by the processing company.  The key words were preventative care, teeth, and payment plan.  The blog is over 500 words and according to Flesch reading test is okay to read.  The blog explains how preventative care can stop serious illnesses and is sourced by the CDC and Mayo Clinic.

john
I’d like to thank Dr. John Altomare and Smile Center Orlando for the opportunity to help them market their business online.   The blog was posted 7/10/15, so I will have to keep you updated on the progress for this website.  

Millennials? WHO CARES?

I just read a bunch of articles about why marketers are wasting time and money on Millennials.   Here’s a quote from an article (I’ll source it later) that perfectly sums up my last job  “..it’s not uncommon occurrence to find a digital agency packed with young Millennials and managed by Gen Xers serving a client roster of Baby Boomer-owned companies trying to cater to Millennials and/or Boomers.”

What they are really saying:

Marketers are courting Millennials but Boomers have all the money.

As someone with an extensive sales background and a journalism degree, I can tell you both professions have the same rule.  The number one rule is “Follow the money.”  It’s also true for police detectives.  Why aren’t marketers playing by the same rule?

Ageism

Millennial hipster

It’s true.  We have a youth addiction.  I can’t remember a time when we weren’t marketing to young people.  In recent history, we marketed to Boomers because they were huge.  So many boomers!  Then we marketed youth to the Boomers.  Then we marketed to the Millennials.  Rarely do you see older people in advertising for products that all generations use.  Cars, furniture, technology, food.   All have good looking under 40 year olds in the  bulk of their advertising.

Forrester’s study “The Future of Shopping” says we should be doing just the opposite.  Not only do the Boomers out number the Millennials, they have the better jobs, equity in their homes, and more money to spend.  Gen Y is often financially strapped.  (April 2015)

Technology

Millennials are the first generation brought up on 100% technology.  And technology rules all of our lives, regardless of what generation.  However, marketers are making a mistake courting the Millennials.  They will buy technology anyway.  All generations use technology, to some degree and with smarter phones and ease of use tablets, the numbers for the Boomers is increasing.  And they are using their devices to buy…everything.

Not Millennials, A Boomer

eMarketer statistic from 2013:  49% of Boomer/Senior tablet users and 40% of smartphone users made at least one purchase within the last year after gathering information on their mobile device.

The numbers continue to increase every year.

 

Stock

Stock market?  Millenials?  Uh, no.  Again being financially strapped, they aren’t investing.    Following the money, Boomers are the ones putting money in and making transactions in the stock market.  But that’s not the only reason they rule the stock market.

Products being purchased by Boomers are increasing their stock prices.   Specifically healthcare, pharmaceuticals, and the like.

All Inclusive – Millennials too

The best article I read was about forgetting the Millenials, and even Boomers and Gen Xers.  Instead market to all people who would use your product.  “I’ve got a new target for you and it’s not millennials,” he said. “It’s human beings. They are going to be big.” Will Clarke, executive creative director at the Integer Group.

The best person to see your marketing and advertising, is the one most likely to buy.  And, they just might be a Boomer.

If you found this article interesting, please share it!

Millenials, Boomers, Gen Xers

Suggested articles to make you think:

Forget Millennials, Market to Human Beings

Hey Retailers – Forget Millennials, Follow The Money

Forget Millennials, Boomers are Driving the Stock Market

Digital Marketers – Don’t Forget the Boomers