Social media platforms like Facebook, Twitter, Pininterest, LinkedIn and many others are of the hot in as far as online marketing is concerned because that’s where conversations about products, services and brands take place. Companies with a long-term view on their business have to be in this space. In fact being on social media has never been more important than it is today considering that business’ competition is already there. And although a majority of Kenyan companies are big on social media ( Kapa Oil Refineries Limited’s Toss White brand, and Prestige; Crown Paints Limited, Nuvita, and so many others ) other companies are a hard sell on social media simply because they have unattractive profiles there.
Fortunately, this is something that’s easy to fix if you follow these tips on how to create an attractive social media profile.
The first thing you have to create to be attractive on social media is to have a great company banner with logo. Social media thrives on the visuals. Using a good photo as your profile cover picture will be instrumental in getting the brand get the kind of attention and exposure they desire. This means if you have a company logo, simply get a designer who can spice things up.
When creating a LinkedIn company profile for example, let the description cover everything about your business. Experts caution against display of extremely personal information in the description.
Keep the profile detail as if you were revealing something in an interview or pitch-not too personal. For a company profile, let your description to cover what you specialize in, your website link, physical location and current address.
Provide Recent Updates
Your customers, including employees can only be comfortable if your page looks current. Most of them judge currency through recent status updates on Facebook, recent tweets on Twitter, announcements on LinkedIn, etc. Active profile pages always look attractive to users on social media.
Customize your pages
Most social media pages look generic and less attractive to say the least. Fortunately, social media platforms like Facebook, Twitter and LinkedIn allow you customize your pages attractively, only if you make the effort- games and apps can now be incorporated on social media pages.
Overall, the key to making an attractive profile on the social more is appealing to first impressions through photographs, banners and other visually appealing elements.
The second part entails making a strong impression through an effective introduction/business description. Use the proper language to introduce your company before other people. Using light language that is conversational makes you look real and human, which increases appeal.
However, the most effective way to revamp a business social media profile is by consistently providing fresh, valuable and innovative content. This will not only encourage people to fun your page, but it will also help them stay loyal in a market that is after all, saturated by competitors.Google+
Once a preserve of the more tech-savvy companies, social media is increasingly being adopted by corporates to reach out to their target markets. The enormity of the influence of social media is evident in the listing of Facebook on the stock exchange; as much as it didn’t quite make the big bang that was expected, it was the first of its kind and we are likely to see more of this trend in future. Here are just a few reasons why the social media revolution is here to stay; use it to your business’s advantage and stay ahead of the competition.
From creating awareness about a brand to creating a buzz around a product launch, social media is becoming an essential medium of communication. Most people have at least one social media account, be it Facebook, Twitter or Linked In, thus, with a well thought-out strategy, your company will be able to effectively pass on the intended message. With the high visibility and constant interaction social media provides, it will place your brand firmly in the minds of your target market and may lead to a positive increase in sales and revenues.
Social media can be a double-edged sword when it comes to this aspect, but if you want candid feedback, social media is an option to explore. Engage with customers/clients and find out what they really think about your products and ask for their suggestions on how you can improve. They may offer invaluable information that will improve your products and keep you ahead of the competition.
According to an unofficial study, 90% of consumers trust peer recommendation when it comes to purchase decisions. This therefore implies that if you can get people actively talking about your brand and products on social media in a positive way, others are more likely to try it out. Make use of bloggers and opinion leaders on social media to promote your brand.
Drive down Costs
Marketing campaigns are a costly affair and more and more companies are adopting social media as a way to save on costs while at the same time reaching out to a global market as opposed to the limited percentage that would see your billboard advertisement or hear your advert on radio.
Drive Traffic to your Website
Get people interested in your company and products with interesting tidbits shared on social media and then provide a link to your website. This will lead more traffic to it and will potentially result in higher sales.Google+
Today’s market conditions are a stark contrast of that bygone era, when a single mass medium was all it took to sway the minds of a passive, uninformed, homogeneous audience. With the increasing segmentation of consumers, proliferation of competitive offerings, and fragmentation of media, it has become quite a daunting task for a marketer to choose the right medium to target and reach their audience with an acceptable degree of precision and effectiveness.
Perhaps this predicament is best captured in John Wanamaker’s poignant wit; ‘Half the money I spend on Advertising is wasted; the trouble is, I don’t know which half’. There are a host of factors that come into play when deciding on the best medium(s) to convey your message in, which can help you get the most out of your marketing budget.
Segmentation has the greatest bearing when determining the most suitable form of medium for your brand communication. It is defined as dividing up a market into a distinctive group that has common needs and will respond similarly to a marketing action. This may be based on geographic, demographic, psychographic or behavioristic considerations. The TV and the newspaper are the most effective choices for a brand that serves a broad undefined market, due to its wide unbiased reach.
On the other extreme, your brand may be serving a segmented market with a well defined target audience. And while a one size fits all message cannot be tenable here, the fragmentation of media becomes a plus that you can leverage on, to accurately target your audience in a way that’s uniquely relevant to them. Magazines and Radio can narrow down and isolate your market based on age, gender, geography, language, values and lifestyle preferences, occupation, or a combination of any of these variables. And with over 100 radio stations and even more magazines incessantly dividing up the market pie, reaching your defined market becomes a simple endeavor, albeit an expensive one.
But the medium with the distinction for being the most target specific channel for reaching your customers has to be the Internet. It gives you the ability to narrow down to a particular market segment with astonishing precision, based on a variety of parameters such as a user’s unique IP Address to detect their location, keywords used, user profiles stored in email and social network accounts, browsing behavior (stored in cookies), purchase history etc. With the rapidity by which users are taking to the web, this medium presents a goldmine that every marketer would want to fully exploit.
CPM – Cost Per Mille
It’s good for a marketer to meet their set objectives but it’s even better if they do it with the least amount of resources. Cost has become a crucial factor when determining the best medium for communicating. This is measured using CPM (Cost Per Mille), which is defined by the American Marketing Association as the cost of using the media vehicle to reach 1,000 people or households. The medium with the lowest CPM is ideally the best choice, other factors remaining constant. For instance, while Direct-Mail has much cheaper production costs than a TV ad, the latter has the potential to reach a broader audience, and will therefore tend to have a lower CPM.
ROI – Return On Investment
Another factor related to costs, and just as important when choosing the best medium, is measurement of the ROI. Return On Investment of a given media may be measured qualitatively or quantitatively. Qualitative measurement is mainly used for broadcast mediums such as TV and radio. A sample of the audience are gathered in focus groups and subjected to awareness or recall tests to establish whether the message was effectively delivered. Quantitative measurement on the other hand, involves using a broad range of metrics to gauge the impact of a given medium. The ROI for Direct Mail for example, is easily calculated by comparing the cost of delivering a single unit with its impact on measurable parameters such as the number of coupons redeemed, phone inquiries made, or sales made during the campaign period.
Photo adopted from www.somethingdigital.com
Its potential however, pales in comparison with that of Online Advertising, which encompasses Search Engine Marketing (SEM), Banner Advertising, E-Mail Marketing, Rich Media Ads and Social Network Advertising. By virtue of it being an electronic medium, the Internet is capable of delivering real-time analytics for almost every interactive session, for example; banners or links clicked, websites visited, or conversions made. With online advertising models such as Pay Per Click (PPC), Cost Per Action (CPA), Cost Per Lead (CPL) etc., every cent spent on funneling one consumer into purchasing a product is accounted for, and so are the results. Thus, to maximize ROI, more consideration should be given to Cost Per Impact (CPI), which reflects the cost incurred to affect a single person, not merely reaching him. Whatever industry you’re promoting- whether its selling holiday packages in Kenya, or printing services
or promoting lawyers in kenya, online marketing works.
In advertising, it’s not just what you say that matters, but how and where you say it as well. A well crafted and memorable campaign not only exudes creativity in conceptualization, but also in execution. Choosing one medium over another can drastically change the way a message is perceived. Take radio for example. Although lacking the Audio-visual capability inherent in TV, a radio spot aptly makes up for this deficiency when sound is merged with imagination to vividly ‘paint’ a scenario in the audience’s mind that would rival that of a TV Ad—at a fraction of the cost.
Magazines too, can merge message execution with creativity with the same amount of brilliance. Touted as the most flexible of print media, they present myriad ways to augment a brand’s message/image. For starters, its unrivaled quality in printing production already conveys prestige to the brand image. Secondly, unlike newsprint, a magazine ad can be adopted to a wide range of formats by allowing it to extend beyond the bleed-line and gutter, or by using a gate-fold to give an ad the impression of grandness that a customer will be compelled to give it all the due attention it deserves.
Media Planning is a complex undertaking and will often involve taking many factors into consideration. However, with the marketing objective as well as past performance as a guide, and with a keen eye on marketplace dynamics, most of these factors can be ranked according to merit, and the result used as the criterion when allocating advertising budget to various mediums. To maximize the impact of your message, a Cross Media Marketing Campaign—one that exploits the unique strengths of more than one medium to get the message across—would the best option to go for, in order to deliver an 360 degree brand experience that is relevant to the audience, different from competition, and cost-efficient to the marketer.Google+
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