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These Are the Capabilities CMOs Feel Are Most Vital to Support Their Marketing Strategies

Amidst growing concerns about the economy and fears of a global recession, a recent report [download page] from Gartner shows that marketers are remaining upbeat and optimistic about the impact of the business environment on marketing performance. An overwhelming majority (88%) of the more than 300 North American and UK marketing decision-makers surveyed believe that… Read More »

The post These Are the Capabilities CMOs Feel Are Most Vital to Support Their Marketing Strategies appeared first on Marketing Charts.

How to Retarget Ads to Engaged Instagram and Facebook Fans

Want more sales from your Facebook and Instagram marketing? Have you considered retargeting people who already engage with you? In this article, you’ll learn how to create a Facebook and Instagram ad campaign to target people who have engaged with your Facebook and Instagram content. Why Engagement Remarketing Ad Campaigns Work Before diving into how […]

The post How to Retarget Ads to Engaged Instagram and Facebook Fans appeared first on Social Media Marketing | Social Media Examiner.

Instagram Stories Launches New Creative Features

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore the new Create mode for Instagram Stories Camera, the new Instagram app Threads, and more with special […]

The post Instagram Stories Launches New Creative Features appeared first on Social Media Marketing | Social Media Examiner.

How to Customize Facebook Ads Based on Customer Awareness Principles

Looking for a proven strategy to create Facebook ads? Wondering how to deliver different Facebook ads based on peoples’ familiarity with your business? To explore how to customize Facebook ads based on consumer awareness of your brand, I interview Ralph Burns on the Social Media Marketing Podcast. Ralph is the founder of Tier 11, an […]

The post How to Customize Facebook Ads Based on Customer Awareness Principles appeared first on Social Media Marketing | Social Media Examiner.

LinkedIn Etiquette Fails: 7 Mistakes That Will Make You Look Unprofessional

Your LinkedIn page and profile is your online billboard. It’s your chance to show and share your personal brand.

That is, if you do things right—not wrong.

Because too many people make too many mistakes when it comes to self-promoting on LinkedIn.

You want to show up as your very best on LinkedIn—the most ‘professional’ of all networks. So you can look like a pro. Get hired as a pro. Maybe even find business as a pro.

Here’s a list of seven common (and not-so-common) LinkedIn mistakes that make citizens of this social network look unprofessional.

Consider them to avoid getting fired before getting hired.

Yes, many of these are common sense. And yes, many people still commit these LinkedIn offences.

But not you. Not anymore.

No more hurting your credibility. No more being unclear about your expertise. No more making it hard for others to connect with you.

Let’s start from the top, literally.

Bonus: Download a free guide to discover four time-saving tools to help you grow your LinkedIn network faster. Includes one tool that lets you schedule a week’s worth of LinkedIn updates in just three minutes.

1. No header image Why it’s a problem

You’re wasting a free opportunity to differentiate yourself.

The header/background image is the first thing people see, even if it’s the boring default image. Use this to your advantage to create interest.

What to do about it

Think about some images that could enhance the look of your profile. Also, consider adding some text to the image to ‘start your story.’ Here’s some editing tools to help.

Not sure where to get some photos, for free? Here’s some sites I use often:

Unsplash Stocksnap Stockio Pexels Pixabay

How do you decide on which images to use? Bright or dark? Busy or calm? Testy or agreeable?

“Find your adjectives” (and other tips for identifying your online voice and vibe).

Don’t worry about getting it perfect. Almost anything is better than what you get out of the box for LinkedIn.

Click the ‘Edit’ button on your profile to add the new pic to the header section. It’s that easy.

2. Weak profile picture Why it’s a problem

You’re making a poor first impression.

People may find you, then leave just as fast. Because you’re turning people (i.e., recruiters) off with a bad photo, even worse with no photo. Are you lazy? Are you even a real person? These are the questions people will ask themselves when they can’t look you in the eye. They won’t take you seriously.

Plus, minds process images 1,000’s and 1,000’s of times faster than text.

What to do about it

Take a great photo. Then add it as your profile picture.

No need to go professional (unless you want to). But do take some head-and-shoulder shots. Pick the ones you like best. Have a friend help you choose. Or run a Twitter poll to get advice from your fans.

No faceless outline. No logo. No pictures of your dog. No

5 Key Elements of a High Converting Facebook Post

Most brands usually have one of two goals when they post on Facebook: engagement or conversions.

Both metrics matter, but depending on what your goals are, one will typically matter more. If your goal is to increase website traffic, a Facebook post with a high like count—while nice—isn’t necessarily helping.

When do you want conversions? Basically, whenever you want someone to take a specific action after seeing your Facebook post. Maybe you’d like people to subscribe to your newsletter or join a membership club. Or maybe you want them to visit your website, or buy a specific product.

It’s true that every good Facebook post will have some things in common. But if you want your posts to have a high conversion rate, you’ll need to use a different strategy from the one you’d use to achieve a high engagement rate.

Read on to learn five key ways to prime your Facebook posts for conversions.

Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

5 key elements of a high converting Facebook post

All high converting Facebook posts have these five elements in common.

1. Standout visuals

A Facebook post without creative is like a store without a window display. Nothing has the power to stop people in their tracks (or stop their thumbs from scrolling) like a good visual.

Remember, every Facebook post competes with whatever else is in someone’s feed. And it only takes about 2.6 seconds for their eyes to choose what to settle on.

So make sure your visual is eye-catching and attention-worthy.

Whether you use static images, GIFs, or videos, here are a few things to keep in mind when choosing visuals for Facebook:

Get the right specs: Check Facebook’s specifications to make sure you deliver high quality images. Low-res images reflect poorly on your business and no one likes to click on them. Limit text: According to Facebook, images with more than 20% text have reduced delivery. Use Facebook’s Image Text Check before posting an image with text in it. Skip stock images: If you can afford to commission a photographer or illustrator, do it. Stock images are easy to scroll past and may be too generic for your brand. High contrast: Contrasting colors will help make your images pop, even in low light or black and white conditions. A color wheel can help you make the right choices in this area. Think about mobile: 88% of Facebook users access the platform from a mobile device. Test your images on a mobile device before posting them to ensure your text is legible and the focus is clear. Consider trying vertical video for maximum effect on mobile.

Find more Facebook photography tips here.

2. Sharp copy

The next aspect of high converting Facebook post if gripping copy. Keep your writing simple, clear, and to the point.

Avoid business jargon and promotional language. In addition to deterring readers, too much marketing speak can put

How to Get Started With TikTok: A Guide for Marketers

Thinking of putting your business on TikTok? Wondering how other brands are using TikTok successfully? In this article, you’ll discover how to create TikTok video and find examples to inspire you to use TikTok in your own marketing. Why Consider TikTok? TikTok’s growth is fascinating on many levels. For starters, it’s the first major social […]

The post How to Get Started With TikTok: A Guide for Marketers appeared first on Social Media Marketing | Social Media Examiner.

Social Media in Higher Education: 8 Essential Tips

Social media in higher education provides an indispensable resource to students and alumni — not to mention the school itself.

But it’s not enough to just tweet out events happening at your school. You need to engage your audience. Doing so encourages more people to follow you, and increases your brand awareness.

And yes, I mean brand awareness. Remember: Your school — like a business — is a brand. How people perceive your brand depends a lot on the content you put out into the world.

Social media in higher education is a perfect avenue for that.

As Gen Z and their parents start making decisions on which schools to attend, they’re turning to social media to help them decide (more on this later).

This means one thing: Establishing a presence on a social media for higher education institutions is more important than ever.

Whether your school is just getting started with social media, or you’re looking for actionable ways to expand your following, these tips will help you get the most of your social presence.

Bonus: We surveyed 530 of your peers to learn how social media strategies have changed in higher education over the past two years. Watch the webinar to find out the top 3 trends now.

Watch now

Advantages of social media in higher education

Social media isn’t all memes and arguing politics. It gives you a great opportunity to engage and interact with students and alumni.

Check out the four benefits of using social media in higher education below.

Student recruitment

More and more students turn to social media in order to inform their school choice for college and university.

Platforms like Instagram give prospective students the opportunity to see what life is like at different schools—from the residence halls, to classes, to celebrations, and outdoor strolling spaces.

One great example of this kind of behind-the-scenes content comes from Harvard. With 1.3 million followers, the Ivy League school currently has one of the most popular Instagram account of any university—and for good reason.

They do a great job of giving their followers a deep look into what life is like as a student with their Instagram Stories. For example, here’s a story showcasing what move-in day looks like.

View this post on Instagram

This past weekend, the Harvard and Howard football teams met at Harvard Stadium to play the first-ever game between the two schools.

A post shared by Harvard University (@harvard) on Oct 8, 2019 at 6:54am PDT

Another great example comes from Australia’s University of New South Wales. They recognized the opportunity they had to use social media as a recruitment tool during their annual recruitment event called “O-Week.”

The university used O-Week to promote their school’s culture, classes, and clubs on social media.

Day 1 of #unswoweek is off to a lovely sunny start. Here are some hot tips on how to have a great week: https://t.co/5SMFXXWZjl pic.twitter.com/dUxma4hyAQ

— UNSW (@UNSW) February 20, 2017

Everything You Need to Know About Instagram Threads

Instagram Threads is Instagram’s new standalone messaging app for “close friends.”

Though it only recently launched (October 3, 2019), the hot takes are already rolling in: Threads is a nail in Snapchat’s coffin; Threads is the next step in Facebook’s “pivot to privacy” (and their domination of the messenger app market); Threads is pretty; Threads is creepy.

So, what is it? Should you use it? Should your brand use it? Is it even necessary? (We checked, and yes, business accounts can use Threads too.)

The way Instagram tells it, the app has three attractive hooks:

the ability to “fully control who can reach you” the ability to quickly access the people you message most the ability to passively connect throughout the day, even if you’re not actively chatting

Let’s take a close look at how the new Instagram app actually does all that, and what it might mean for brands.

Bonus: Download a free checklist that reveals the exact steps a lifestyle photographer used to grow from 0 to 600,000 followers on Instagram with no budget and no expensive gear.

8 things you need to know about Instagram Threads 1. Threads is a camera-first messaging app

Like Snapchat, Threads opens straight to the camera, meaning you can take a photo or video and send it to a friend with two taps.

2. Threads is only for the people you care about most

Acquaintances, strangers, colleagues, and frenemies will not be able to reach you here, according to Instagram.

Threads only works with the people you’ve chosen for your Close Friends list on Instagram. So if you’re already using this function to select who sees your Instagram Stories, Threads will feel natural.

Your messages can go to your whole Close Friends list, to one person on it, or to sub-groups within your list. The app also keeps your top eight friends (and/or groups) handy for easy access: choose your lucky eight wisely.

Source: Instagram

Of course, there are a few ways that brands use Close Friends on Instagram already. Like curating exclusive content for VIP followers, geo-targeting, or updating the influencers they work with.

Should brands transition these strategies to Threads? It remains to be seen.

3.Threads automatically shares your status with your close friends

With your permission, Threads monitors your location, accelerometer (the sensor that measures how fast you’re moving and counts your steps), and battery power to automatically give your friends an idea of what you’re up to.

This kind of ‘passive connection’ is supposed to make users feel connected without being invasive. The app doesn’t tell people where you’re eating brunch, but it does say that you’re in a restaurant and your friends know it’s 1:00 p.m. on Sunday Funday, so they do the math.

You have to opt in to this feature when you set up your Threads account for it to work. And if you do, you can turn it off at any time.

As for brands, you can imagine how they might want to

12 Quick Editing Tips for Social Media

Are you a social media manager, responsible for your social media posts?

Got a degree in English? Literature? Journalism?

No?

Don’t fret.

It’s. Not. Required.

You can edit (and write) what you need for your posts, for your business, for your fans and followers.

Just as you are.

As you know, the word (good or bad) can unleash itself with flurry and fury online. Better you control your keyboard, to control your message, to improve what’s said on the Net around your social posts.

Otherwise, you and your business’s reputation could take a hit. You’ve spent years building that up. Last thing you want is for it to come tumbling down.

Even a misunderstanding can wreak havoc. Here’s one…

JAPADOG operates food trucks and restaurants. Their mission: “make the world happy and alive through hot dogs!”

But fans were hardly happy to see this post.

As commenters and eaters began to mourn the closing of stores and carts, JAPADOG stepped in.

They were just closing for the day. Oh my.

A cute, harmless mistake? Maybe this time. Maybe not for next time. And, it could have easily been avoided.

A little goes a long way. That’s what this post is about. Simple tips to make editing quick and painless for your social, publishing routine.

8 quick editing tips for social media managers 1. Get another pair of eyes on it

Could JAPADOG have avoided embarrassment if they asked someone to proof the post first?

Hard to say for sure.

But what is certain, we all have blind spots for our own work.

Your odds for clarity improve dramatically when you ask for help.

It’s an easy ask, takes just a minute or three for the other person. Ask someone else to go through your post and tweets before releasing them.

Are you a one-person show? Fine. Ask a favor from a friend or anyone close to you. Don’t do that “I don’t want to bother anyone” or “I can handle this myself” thing. What are friends for, right?

Maybe you’re part of a small team? Let the others know you have a few posts to post. In fact, build this into a routine for everyone that has something to say on social.

2. Use humor. Maybe.

Done right… social media + a little humor = entertained fans.

Done not so right… you could offend, upend, and suspend the reader’s confidence in your brand.

Sometimes you just need to be clear, not clever.

Anyone in customer service will tell you, people in the refund line are a tough crowd.

Also, I need not remind you about making jokes around ethnicity, gender, economic status, or other personal topics. Wait, I just reminded you.

Too bad for Dave & Buster’s sports bar. They deleted this now-infamous tweet—but it was already too late. Damage control.

Photo from Twitter via AdAge

On the happy side… here’s a good example of authentic humor.

I made a flowchart to help you pick what MoonPie

How to Advertise on Facebook in 2020: The Definitive Facebook Ads Guide

Facebook advertising is an important way to connect with your audience on the world’s largest social network.

The ever-changing Facebook algorithm can make it a challenge to connect organically with fans. But Facebook’s micro-targeting features allow you to reach your exact target audience. That means Facebook ads can get your message in front of the people who are most likely to want your products or services.

That’s great for your budget, conversion rates, and return on investment. You only pay to reach the most valuable potential customers.

It’s important to understand the different Facebook ad types and targeting options before you dive in if you want to get the best results. In this guide, we’ll walk you through everything you need to know, from planning your first ad to developing advanced campaign strategies.

Table of contents Types of Facebook ads How to advertise on Facebook: a step-by-step guide Facebook ad specs 5 smart tips for running Facebook ads Facebook ad ideas

Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

Types of Facebook ads Image ads

These simple ads are a great way to get started with Facebook advertising. You can create one with just a few clicks by boosting an existing post with an image from your Facebook Page.

Image ads may be simple, but that doesn’t mean they have to be boring. For example, you might think socks are a pretty ho-hum product, but Happy Socks puts them in surprising contexts to create fun Facebook photo ads.

Video ads

Video ads can run in News Feed and Stories, or they can appear as in-stream ads in longer Facebook videos. Video ads can show your team or your product in action, like this quick demo video ad from We Are Knitters.

Your video ads don’t need to use filmed video footage. You can also create GIF-like graphics or other animations to capture attention or explain your offer, like in this ad from the New York Times.

Also notice the targeting on this ad: It specifically mentions an offer for Europe (where I live). In my feed, I can also see which of my friends already like the NYT Facebook Page. This makes the copy extra-compelling.

Video poll ads

This mobile-only Facebook ad format incorporates an interactive component with video polls. It’s a brand-new type of Facebook paid advertising, but Facebook’s early data shows that these ads can increase brand awareness more effectively than regular video ads.

Carousel ads

A carousel ad uses up to 10 images or videos to showcase your product or service. You can use this format to highlight different benefits of one product, a number of different products, or even use all the photos together to create one large panorama image, like this:

Slideshow ads

Slideshow ads offer an easy way to create short video ads from a collection of still photos, text, or existing video clips. If

How to Get Free Instagram Likes (Because They Still Matter)

How do you get more Instagram likes on your posts?

First step: don’t buy them. (Trust us.)

Second step: ask not what your Instagram audience can do for you, but what you can do for your Instagram audience.

Think of it this way: how can you make your Instagram posts more likeable?

Because the goal on Instagram is to show your best side by sharing content that people value. It takes work, but if you’re ready to up your game, we have 22 tips to get you started.

Bonus: Download a free checklist that reveals the exact steps a lifestyle photographer used to grow from 0 to 600,000 followers on Instagram with no budget and no expensive gear.

But wait, Instagram is hiding likes now. Do they still matter?

The answer is yes, of course. If you’re on Instagram, likes matter as much as ever.

Maybe even more, since some creators are reporting that followers are hitting that heart button less, now that likes are hidden.

(In case you missed it: in April 2019, Instagram started experimenting with not showing the number of likes a post has received (AKA ‘like counts’) in the feeds of Canadian users. In July, Instagram expanded the test to include Australia, Brazil, Ireland, Italy, Japan and New Zealand.)

While you can still see how many likes your posts get, you can’t see anyone else’s numbers. The idea is to make the whole experience healthier and less competitive for users. Instagram explained: “We want your friends to focus on the photos and videos you share, not how many likes they get.”

We’re currently running a test that hides the total number of likes and video views for some people in the following countries:

✅ Australia
✅ Brazil
✅ Canada
✅ Ireland
✅ Italy
✅ Japan
✅ New Zealand pic.twitter.com/2OdzpIUBka

— Instagram (@instagram) July 17, 2019

But whether we can see Instagram likes or not, the Instagram algorithm continues to work like it always has, according to the platform.

So how does that affect brands that rely on Instagram success? According to one survey of Canadian Instagram influencers, when asked what the worst thing about the change was, 41% reported that it has resulted in lower engagement. (The runner-up for worst thing: 16% said that the change has confused brands, who are reaching out less.)

On the plus side, 37% of influencers in the same study reported that not seeing other posts’ likes, and not worrying about their own public counts, results in “less pressure” to perform, and opened up their creative flow.

But whether you’re feeling the pinch or feeling the love, likes are still a key measure of success, engagement and reach on Instagram.

Here are the best ways to get people to tap that heart button.

How to get more likes on Instagram: 22 smart ways to get free Instagram likes 1. Post incredible photos

Lest we forget that photography was an art before it was a marketing tool, we all have to own up to the fact that

How to Use WeChat for Business: A Guide for Marketers

Wondering how to use WeChat for your business?

The super app is the single largest social network in China, and it’s gaining momentum elsewhere, too.

In China, where the majority of WeChat users live, the platform is known as Weixin.

Weixin was first released as a messaging app in 2011 by parent company Tencent. It quickly grew into an “everything app,” connecting users to gaming, ridesharing, shopping, and even government services, along with friends and family.

WeChat users can now do everything from posting videos to filing for divorce on the app.

They can also synchronize their posts, called “Moments,” with Facebook and Twitter—social networks that are still banned in Mainland China (along with Instagram and YouTube). Nearby competitors include Japan’s Line and South Korea’s Kakao Talk. However, there’s also competition from Whatsapp and Tik Tok.

Many non-Chinese brands have used WeChat’s Mini Programs and platform features to break into the Chinese market. And now that you no longer need a Chinese business license to create an account, more businesses are expected to follow.

So, how does WeChat work? Read on for app stats, WeChat marketing strategies, and more.

Bonus: Download our free, customizable social media calendar template to easily plan and schedule all your content in advance.

WeChat demographics and stats

WeChat is notoriously guarded when it comes to sharing stats about its users and demographics. We’ve collected the most authoritative figures out there.

WeChat demographics More than 1.1 billion monthly active users (MAUs) globally. For comparison, Facebook has 2.32 billion MAUs. However, WeChat achieved the one-billion MAU milestone one year faster than Facebook did. Many WeChat users have two or more accounts because the platform only allows 5,000 contacts per personal account. More than one billion registered WeChat users are located in China. Outside of China, there are 70 million registered WeChat accounts, according to a recent presentation by Tencent’s president Martin Lau. In China, WeChat is most popular with people between 26- and 35-years-old, according to a survey by the China Academy of Information and Communications Technology (CAICT). While seniors are WeChat’s smallest age group in China, WeChat accounts for 80% of data use for one-third of users 60-years-old and up. In 2017, WeChat reported 50 million monthly active senior users. WeChat usage stats Chinese people spend more than one-third of their online time on WeChat. According to the CAICT survey, WeChat is most frequently used application among 87.6% of users. More than 81.5% of users spend more than an hour on the app everyday. On average, more than 750 million Chinese users read friend posts on Moments each day. Globally, approximately 23% of Internet users check WeChat at least once per day. Only Facebook, YouTube, and Whatsapp (in descending order) rank higher. In 2017, WeChat users were sending an average of 38 billion messages per day, up 25% from the previous year. Users also made an average of 6.1 billion voice messages, and 205 million calls every day. An average of 68 million videos were

IGTV for Business: New Research for Marketers

Thinking about adding IGTV to your marketing activities? Want to know how other businesses and marketers are finding success with IGTV? In this article, you’ll discover insights from new research that shows what types of businesses use IGTV, how marketers are reaching IGTV viewers in the Instagram feed, and more. Why Consider IGTV? According to […]

The post IGTV for Business: New Research for Marketers appeared first on Social Media Marketing | Social Media Examiner.

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