Category: Social Media Marketing

Automation

How Small Businesses Approach Automation

In this world of digital transformation, automation becomes an essential part of the business workflow. It drives growth by boosting accuracy, efficiency, and productivity. A digital marketing speaker Hong Kong notes that around 45% of work activities can be automated through existing advancements in technology. Businesses can cut back errors, lower processing costs, and reduce repetitive tasks by using automated tools. Below, let us discuss how small businesses approach automation.

SOME KEY AUTOMATION STATISTICS FOR BUSINESSES

Here are some key automation statistics for businesses according to a social media agency Hong Kong

Many brands ad businesses are now using automation software to lighten the burden of repetitive tasks. As they shift to remote work setup, 80% of organizations expanded the use of automation. More than 50% agree that business process automation (BPA) cuts back human error in the workflow. Around 78% believe that it lowers processing costs as it increases productivity. And 85% notes that it gives their employees more time to focus on their goals as automation tools reduce repetitive tasks. 

Artificial Intelligence (AI) and Machine Learning (ML) both transform social media marketing strategies for the better. AI tools help create social media ads and posts faster. Recently, video marketing agency Hong Kong highlights a new Instagram feature under testing called Montage. It allows converting Instagram Stories into Reels. It also makes it easier for marketers to compose video ads directly on Instagram.

Machine learning has also been powering up business analytics and insights among social media platforms. From 3rd party data, it now focuses on 1st party user data after Apple implemented the IDFA. As such, big data has driven growth to 95% of businesses. 

Around three-quarters of businesses use marketing automation software. Today, more than 83% of marketers use automation when posting on social media. There are also 300,000 active Facebook chatbots at the moment, handling 68.9% of conversations from start to end. With 67% of global consumers having experience with a chatbot, 87.2% favor the positive experience of getting a quick answer to their queries. 

HOW SMALL BUSINESSES APPROACH AUTOMATION

More and more automation software and tools have taken place in a range of different functions daily. Here’s how small businesses approach automation.

  • Most commonly automated functions. Email marketing tops the list of most commonly automated functions, with 47% of small businesses adopting it. Social media marketing ranks 2nd at 37%, and payrolling ranks 3rd at 31%. Data analysis and social media management rank 4th and 5th, respectively. In the near future, 67% of small businesses plan to automate more business functions.
  • Top business functions needing human interaction. There are top business functions that still need human interaction. They are the main reason why businesses do not apply or resist full automation in these workflows. These are customer service, customer management, human resources, payroll, and project management. Among the top drivers of such a decision is the lack of interest in technology and the cost of the automation software or tool.
  • Benefits of automation among small businesses. More than 69% of small businesses reported productivity as one of the top benefits of automation. Around 38% positively showed an impact on customer satisfaction. While 34% highlighted profit increase. Automation also reduces business costs among 31% of small businesses and boost employee satisfaction by 25%. Only 6% of small businesses reported that automation does not yield any impact on their end. 
  • Drawbacks of automation among small businesses. Automation also has some drawbacks among small businesses. More than 29% of small businesses find it hard to adapt to automation, resulting in the need for technical support. Around 27% reported the challenge of integrating automation with their business systems. 27% of employees also resisted automation because they did not function the way they are advertised. They are also oftentimes difficult to understand. 
  • How do small businesses value automation? Around 75% of small businesses reported a positive impact of automation on their revenues. 53% of small businesses agreed that automation software and tools are well-worth what they paid for. 11% said that they are less expensive than their worth. 6% even said that they are much less expensive than their worth.

THE BOTTOM LINE

In general, a majority of small businesses favored automation. They describe the value of such software and tools as equal or greater to their investment costs. So, they ultimately find automation worth both as a marketing and workflow approach. It means that small businesses can integrate automation to drive efficiency and productivity. Small businesses should also keep an eye on the latest automation tools. It is because technology continuously provides wonders in mimicking the human touch. A small business approach to automation should focus on making things easier and faster. But still, automation software and tools should never forget the importance of a human being that powers them.

Reference: https://www.skynova.com/blog/automation-in-small-business

Facebook Key Creative Trends for the Future

Facebook Key Creative Trends for the Future

The year 2020 was a unique year for everybody. According to a digital marketing speaker Hong Kong, consumer habits shifted from buying on physical stores into online shopping. As such, marketers took bold creative leaps. On Facebook, key creative trends for the future arise. Modern consumers have pushed brands and businesses to become culturally aware and socially responsible. Brands and businesses opted for customized and personalized online ads and campaigns. 

Recently, Facebook Creative Shop, the platform’s in-house strategy team, reviewed 100 high-performing creatives around the world. From these ad campaigns, the team came up with 5 key creative trends for the future that can improve the response of an effective messaging approach. 

Build Inclusively

In 2020, people have awakened their minds to diversity and inclusion. The 2020 Black Lives Matter protest became one of the largest movements in history. Participated by around 26 million people, its US protest centered on criminal justice reform. It influenced people all over the world to clamor and rise up for respect. Among brands and businesses, it results in key creative trends of inclusive ads and campaigns. 

A social media agency Hong Kong cited the latest Facebook campaign of L’Oreal, the world’s leader in beauty, as a perfect example of building inclusively. The cosmetics brand reimagined beauty by pairing men and women to provide tips via Facebook Live. Afterward, a diverse group of 122 beauty experts provides personalized advice via Messenger. 

Create Edutainment

Edutainment is a form of entertainment with an educational aspect. A video marketing agency Hong Kong noted some examples of this key creative trend as explainer videos, FAQs, how-tos, unboxing, etc. The COVID-19 pandemic brought about massive lockdowns and social distancing measures. As people were forced to stay at home, they have embraced new ways of getting information. 

Brands and businesses on Facebook have reimagined learning through edutainment. High-performing creatives provide more education to their target audiences by teaching them in creative ways instead of lecturing them. As edutainment creatives did not feel like a chore, they generated more positive responses. 

One good example of edutainment is the Boob Bot of CoppaFeel. CoppaFeel is a charity organization in London for breast cancer awareness. Boob Bot is the world’s first monthly subscription tool in Messenger. It helps females globally to know how their boobs normally feel and look plus how to check them for signs of cancer.  

Sell with Ideas

Facebook has become an engine to discover new ideas and interests. Many in-person interactions have been limited last year and it continued to become adopted as the new normal. Modern consumers were not just scanning. Rather, they are taking action. As such, brands and businesses learn to replace the traditional discovery process. By using interactive AR and VR tools, they have refined their messaging approach of selling ideas instead of products as key creative trends.

Allbirds, an online global distributor of clothing and shoes made from natural materials, has been successful in testing such a creative approach. Allbirds has successfully highlighted its deep commitment to creating a sustainable environment. This, they do, by featuring different product mixes showing their functional benefits being made from natural materials. They were able to establish credibility and increase direct response performance. 

Speak Platform Language

As Facebook users shifted to online connections and expressions, brands and businesses need to speak the languages of digital platforms. Such a key creative trend can help turn heads and win the heart of modern consumers. Creating content aligned with user-generated posts like creator content and lo-fi production makes ads look less like ads.

Sweat, a popular fitness app, decided to speak the platform language and sticker packs on Facebook. This is by launching new products through Facebook Live and sticker packs. The app showcased how its members work out in real-time, creating authentic connections with new audiences. The sticker packs highlighted during a live broadcast have greatly boosted conversions such as downloads and subscriptions.

Reward Self-Discovery

A key creative trend for the future is that a majority of Facebook users have learned to explore at their own pace. They develop a passion for cooking, gardening, home organization, and other domestic crafts. As their curiosity moves them online, so does their demand for entertainment. To deliver an active personalized experience, guided information becomes high-performing content to improve responses. 

Dubbed as the restaurant with no food, Hellmann’s, developed a Messenger bot to create a temporary connection for people seeking ideas with leftovers. It allows their audiences to participate in meal planning instead of just consuming content. Hellmann’s successfully takes community cooking to a new level by ensuring that people use their products as their key ingredients. 

THE BOTTOM LINE

The 5 key creative trends for the future of Facebook may be somewhat vague. Brands and businesses have to keep in mind that they are rooted in modern consumer behaviors. As such, they should find specific ways to leverage these behaviors in effectively shaping their ads and campaigns. 

Reference: https://www.facebook.com/business/news/insights/the-2021-creative-forecast

Shopify

A Small Business Guide to Shopify

One of the most popular eCommerce platforms today is Shopify. It started as a small online store selling snowboards in 2004. Eventually, one of the founders created software to convert it into an eCommerce platform. After 2 years, it became Shopify.

According to a digital marketing speaker Hong Kong, more than 1.7 million merchants sell using Shopify. This is equivalent to more than $5.1 billion of sales. Among all eCommerce platforms, it has a 20% market share. But, do you know that Shopify also has a physical store? Yes, it’s true! In 2018, Shopify opened its first brick-and-mortar store in Los Angeles.

Shopify POS-powered 100,000 merchants. These include famous brands like Gymshark, Nike, Pepsi, Redbull, Tesla Motors, Unilever, and WaterAid. If you are a small business that wants to try out Shopify, here’s a basic guide.

WHAT IS SHOPIFY?

Shopify is a subscription software that allows businesses to set up eCommerce or online stores. They can also sell in physical locations via Shopify POS. What’s good about Shopify is that both the inventory on the physical store and online shop are synced by the software. Thus, you can manage different stores in just one account.

As an eCommerce platform, Shopify offers the quickest way to launch your dream business. It is as simple as getting a subscription and setting up your account. Then you can right away sell products on the Shopify platform. A social media agency Hong Kong noted that Shopify allows product link integration in most social media networks. These include Facebook, Instagram, Pinterest, and YouTube.

HOW TO SET UP A SHOPIFY SHOP?

Shopify caters to the business of all sizes. It has 3 levels of subscriptions that suit small and medium businesses plus large corporations: 

  • A Basic Shopify subscription costs $29 monthly. The subscription includes setting up an online store with unlimited products. It also includes 24/7 support, abandoned cart recovery, discount codes, and gift cards, fraud analysis, and a free SSL certificate. You can also activate 2 staff accounts within the said plan.
  • The Standard Shopify subscription costs $79 monthly. It includes setting up an online store with unlimited products. It also includes 24/7 support, abandoned cart recovery, discount codes, and gift cards, fraud analysis, free SSL certificate, international domains & pricing, and professional reports. You can also activate 5 staff accounts within the said plan.
  • An Advanced Shopify subscription costs $299 monthly. The subscription includes setting up an online store with unlimited products. It also includes 24/7 support, abandoned cart recovery, advanced report builder, discount codes and gift cards, fraud analysis, free SSL certificate, international domains & pricing, professional reports, and third-party calculated shipping rates. You can also activate 15 staff accounts within the said plan.

The online credit card rates for each Shopify subscription also vary: 

  • Basic Shopify charges 2.9% plus $0.30. It also charges a 2% extra fee for Shopify payments made through other payment providers.
  • Standard Shopify charges 2.6% plus $0.30. It also charges a 1% extra fee for Shopify payments made through other payment providers.
  • Advanced Shopify charges 2.4% plus $0.30. It also charges a 0.5% extra fee for Shopify payments made through other payment providers.

The good news is you can register for a free 14-day trial to try the Shopify features. To create a Shopify account, you will need to register your email address and a password. At this point, you will also need to pick a store name. It will be charged later once you decide to continue after the 14-day free trial. Once you have signed up for an account, you will need to fill and set up information about your store. 

Setting up an online store in Shopify requires you to add a domain. This domain can either be a customized one or that from shopify.com. Afterward, you can select your store theme. Please note that paid themes also allow a 14-day free trial. Now, you can customize your store by uploading the products that you want to sell. The next steps would be setting up your checkouts, shipping options, tax regions plus rates, and payment systems.

One thing good about Shopify is its easy integration with other sales channels, social media networks, and third-party apps. You can link your Shopify account with Amazon, eBay, Facebook & Instagram Shops, and Google. You can also add pages like About Us, Contact Us, FAQs, and Privacy Policy.

WHAT IS SHOPIFY POS?

POS stands for point of sales. Shopify POS is an extra feature to any Shopify subscription. It syncs your brick-and-mortar stores, online stores, and other sales channels into one account. Shopify POS Lite is a free version. For businesses who want to unlock additional features, the Shopify POS Pro costs $89 monthly. The Shopify POS is an all-in-one dashboard where you can manage all activities in your store. You can also assign staff accounts to help you in doing so. What’s good about Shopify Pos is that it supports 20 languages. It can also be accessed via Android and iOS apps. 

THE BOTTOM LINE

Today, modern consumers shifted to online searches instead of shop hopping. As 2/3 of the world’s population (4. 66 billion) uses the Internet, it pays to create a Shopify account. They are the cheapest and easiest way to set up an eCommerce shop or online store.

Reference: https://www.ondeck.com/resources/small-business-guide-shopify

Brand Tone of Voice

Ways to Apply Brand Tone of Voice

Most people think about conversations when they hear the word “voice.” But for digital marketers, the word refers to a brand voice and tone of voice. The brand voice represents the unique perspective and values it stands for. On the other hand, the brand tone of voice is the way a brand communicates with its audiences. As such, a brand voice is its overall personality, while a brand tone of voice changes based on the appropriate situation to connect with an audience.

A brand tone of voice is created through the words and phrases you use when conversing with your audiences. It is also how you structure your words and phrases to appeal to customers. A brand tone of voice may be cautious, formal, happy, hostile, salesy, etc. For example, using third-person pronouns like “he,” “she,” or “it” may sound formal and objective. But using the first-person pronoun like “you” may sound approaching and friendly. As such, a brand tone of voice describes how people perceive your messaging. This has a great impact on your content delivery among online websites and social media posts.

WHAT IS A BRAND TONE OF VOICE?

A digital marketing speaker Hong Kong defines a brand tone of voice as the international tone use by a brand when posting images, sounds, videos, and written copies online. The most common brand tones of voice in social media are dark, dreary, energetic, fear-inducing, helpful, kind, light-hearted, sad, upbeat, and wholesome. For example, if you want to promote a brand as entertainment for people who love adventure and excitement, an upbeat tone makes sense. But if you want to scare people to buy a certain type of insurance, a fear-inducing tone makes sense.

A brand tone of voice may vary depending on several factors. These include:

  • The audience persona
  • The content format and length
  • The goal a brand wants to achieve

Yet, even though there are some situational changes, the overall tone should be consistent with the brand voice. This is to help people recognize your brand by the content alone even if they don’t see your brand name or logo.

WHY IS A BRAND TONE OF VOICE IMPORTANT?

Setting the right brand tone of voice is the key to a persuasive marketing strategy. It conveys your message powerfully among your target audiences and influences them to take action on your content. A social media agency Hong Kong notes the following reasons why a brand tone of voice is important. 

  • A caring and friendly brand tone of voice helps build a connection with your audience. Around 65% of customers noted that they feel emotionally connected to a brand that cares about them. This gives you more chances to offer a solution to their pain points which results in more revenue and sales.
  • A socially responsible brand tone of voice helps you build trust. 81% of modern consumers prefer to buy from a brand that reflects their social values. Highlighting charitable works, donations, and socially responsible acts can make your brand stand out among your competitors.
  • A consistent brand tone of voice makes you memorable. A brand tone of voice does not only involve language and writing. It also involves visuals like colors, logos, and themes. As you establish a consistent pattern for people to recognize your brand, it makes your brand memorable to them. 

WAYS TO APPLY BRAND TONE OF VOICE

Below are 5 ways on how to apply the brand tone of voice effectively. 

  • Audit your current brand tone of voice. The first step to applying brand tone voice effectively is to audit your current strategies. You may find your brand tone of voice greatly varies resulting in misalignment and inconsistencies with a brand’s true voice. This may be because different content creators and writers are assigned to deliver your content strategy. It may also be smart to check which content or voice is top-performing. From this audit, you can note what tones or traits you would like to focus on. 
  • Create a brand voice document. After the audit, brainstorm with your team on what brand tone of voice to focus on. After deciding, create a brand voice document. This will serve as a guide on the colors, designs, graphics, style, words, etc. that multiple departments will be using to apply your brand tone of voice in every content. The document should begin with a general brand voice – the company’s core goals and values. Then, pull some personal tones or traits from this statement to be your brand tone of voice. Include a list of brand phrases, common vocabulary, and examples to keep marketing copies and social media posts consistent. 
  • Identify your target personas. Even with a brand voice document, it is also important to identify your target personas. This is to creatively adapt your tone of voice to the right type of people. For example, if you are targeting younger audiences, you may want to use languages that resonate with them. Using unfamiliar or very technical terms may isolate your content over them. Yet, don’t go too far away from your brand’s overall voice. Be creative in choosing the right words that blend with your audiences and brand voice. Moving forward, as you go through each audience persona, add a list of common vocabulary ad traits on your brand voice document. 
  • Know your brand tone of voice. After a series of content creation, you can now identify what your brand tone of voice should be. It is what you say and how you say it. Be exciting when announcing new products and how they solve the audiences’ pain points. Maintain the same tone when responding to customer complaints. Try to shift a complaint into an opportunity to get a sale or an upgrade. The key is to keep your brand tone of voice positive in different categories and scenarios. 
  • Review and adapt to the right brand tone of voice. Applying a brand tone of voice is not a one-time effort. Rather, it is a continuous process. It should be refined and reviewed as needed. Typically, marketers update their brand tone of voice every year. But they should also do it for every branding overhaul, major brand event, new product launch, etc. Languages also evolve from time to time, especially on the Internet where innovation is fast-moving. The terms people used 5 years ago might no longer be accepted today. 

Reference: https://sproutsocial.com/insights/brand-voice/

Grow Your Business Through Messaging

Grow Your Business Through Messaging

The year 2020 propelled the use of Facebook Messenger among social media users. Today, 1.3 billion people use Facebook Messenger all over the world. A digital marketing speaker Hong Kong has noted that Messenger has everything you need to feel closer to your favorite people and the world. It powers conversation on Facebook, Instagram, and Portal with Oculus integration soon to come. Through it, family and friends can watch TV and videos together through video chats. You can also launch both audio and chat rooms of up to 50 participants. Facebook Messenger also allows its users to express themselves via AR effects, emojis, stickers, and themed content. It lets conversation show with utmost security. So how can you grow your business through messaging? Here are some tips. 

Facebook’s family of apps houses 3 messaging features. These are Instagram Direct, Messenger, and WhatsApp. Recently, the platform allows integration of these 3 apps into one API. This makes it easier for brands and businesses to manage the messages they have received and puts them in priority. According to a social media agency Hong Kong, around 66% of consumers online use Facebook’s messaging apps to connect with brands and businesses. This year, people are more eager to connect via messaging with brands and businesses. This gives marketers a chance to move customers into action. Below are best practices on how to grow your business through messaging.

Make It Easy for Customers to Get in Touch

Most brands and businesses received an overwhelming number of messages on Messenger, Instagram Direct, and WhatsApp. Managing these messages is somewhat challenging, stressful, and time-consuming. There are several ways to make it easy for customers to get in touch. A 24/7 chatbot can serve as a customer service agent answering frequently asked questions and directing people to the best person or team that can answer his or her query. Such automation can be integrated through Inbox in Facebook Business Suite. This Facebook business tool offers Automated ResponsesLabels, and Saved Replies. It can help brands and businesses manage to message in an organized way and save time interacting in both Messenger and IG Direct. For WhatsApp brands and businesses, the WhatsApp Business app allows automated greetings, FAQ shortcuts, and instant customer replies when you are not available.

Another way to make it easier for customers to get in touch is by adding a “Send Message” button on a Facebook or Instagram profile or post. Customers tapping into such features will be directed to Messenger or IG Direct ads and shops. These allow customers to browse product details and send direct queries about them. Last, setting up QR codes via Facebook Chat Plugin on a business website also makes it easier for customers to reach brands and businesses the moment they need them. All these features and tools are clear innovations for the Facebook team to boost eCommerce.

Drive Discovery and Consideration Through Conversation

Grow your business through messaging by combining the power of Facebook advertising and messaging apps to drive 1-on-1 conversation. Modern consumers prefer shopping on brands and businesses that reply to them quickly. They love brands and businesses that they can message anytime to address their concerns. Recent reports showed that 1/3 of consumers who use messaging apps and are contacted by businesses during the buying experiences are most likely to convert into sales.

Facebook Messenger, Instagram Direct, and WhatsApp also make it easier for brands and businesses to find the right customers for their products and services. Ads with the click to button to MessengerIG Direct, or WhatsApp continue the conversation beyond a customer’s initial query. To drive quality leads, Facebook’s Lead Generation in Messenger allows brands and businesses to drive quality leads at scale. It helps them quickly and seamlessly follow up leads in just one channel. On the other hand, WhatsApp business tools make the buying transaction easier for customers via WhatsApp’s Catalog and Cart. Through these features, brands and businesses can:

  • Add and remove products or services on a digital shop.
  • Set prices for each product or service.
  • Share items with customers in just a few taps.

Grow Sales and Repeat Customers

One great feature of Facebook’s messaging apps is the ability to retarget customers. Brands and businesses can reconnect with previously engaged audiences through click-to-ads. These types of ads direct them to Messenger, IG Direct, or WhatsApp. To do this, one must create a custom audience of people who have previously had an engagement with a brand or business. These are people who have commented, downloaded, liked, saved, or shared a post. After creating a custom audience, they can now start retargeting these audiences based on their activities, demographics, interests, and preferences.

THE BOTTOM LINE

Communication is very essential for brands and businesses marketing in Facebook, Instagram, and WhatsApp. Modern consumers want to build confidence first before anything else. Big or small, they should find ways to boost awareness, conversion, discovery, and engagement even through messaging apps.


Reference:https://www.facebook.com/business/news/build-relationships-and-grow-your-business-with-messaging#

Creative Ideas for Digital Marketing

5 Creative Ideas for Digital Marketing 2021

Have you ever wondered how digital marketing was born or how creativity in marketing led to the rise of online stores? Digital marketing means promoting goods and services online. So, its history can be traced back to when the Internet was discovered in 1983. It was in 1990 when the first World Wide Web (www) was made public. Most websites during that time used static HTML pages. During that time, the term “digital marketing” was also coined. Businesses run online ads and call them as such.

In 1994, the first commercial online magazine, HotWired, was launched. It prompted new technologies to enter the digital market, the very first one of which is Yahoo. This was followed by other search engines such as Alexa, HotBot, and LookSmart. After the birth of Google in 1998 came Web 2.0. It allows dynamic pages to be displayed online. Then, the rest was history. Digital marketing has evolved fast because of technology. Below are 5 creative ideas for digital marketing 2021.

Create an Online Blog Site

A digital marketing speaker Hong Kong quoted that “content is king.” This means that the best creative idea for digital marketing 2021 is to educate your prospects to turn them into happy and loyal customers. Modern consumers are smart. They want to know more about a product before they make a purchase. Because of the many products available online, they want to make a comparison and choose the best that fits their needs. Blogging is the easiest way to drive traffic to your eCommerce websites and social media pages. They make a brand a trusted source by providing helpful and valuable content. They are also a great way to stir conversations among followers and potential customers. 

It is pretty simple to create a blog site. WordPress offers a lot of blog hosting services. All you need to do is choose your blog’s name and theme. You can also add plugins to find your target readers and track stats. There are lots of people who write good stuff. But when maintaining a blog site, consistency is the key to successful branding. You can start creating content relevant to your audiences, brand voice, and industry topics and trends. By having a successful blog site, a brand increases its online presence.  

Have a YouTube Channel

YouTube has around 1.86 billion monthly users. According to a video marketing agency Hong Kong, having a YouTube channel is another creative idea for digital marketing in 2021. Being a home to billions of creators and viewers, this video-sharing platform capture people’s attention. It also has a great influence on their buying experience. YouTube videos can be shared across different channels, and this can bring a lot of traffic to your website. They are a powerful way to educate and engage your potential customers.

You only need to perform 3 simple steps to create a YouTube channel. First, go to YouTube.com and register for an account. You can use your Google account to sign up for the service. Second, head over to your YouTube settings and click “Create a Channel.” Third, you will need to choose between a business or personal channel type. A business YouTube channel is best recommended among brands. It allows brands to build an email list on YouTube, grow their audiences worldwide, and target audiences using Google AdWords. 

Publish Google My Business Posts

Google My Business is a free online listing tool. It allows you to promote your business profile and website on Google Maps and Google Search. Using the account, brands and businesses can connect to their customers directly. They can also post updates and see how their customers interact with these updates. These include announcing an event or product launch, highlighting new finds, posting special offers and promotions, or sharing industry news. 

To create a Google My Business account, you will need to go to Google My Business and sign up using your business information. It may take a few weeks to verify the account either by email, mail, phone, or search console. After a successful verification, you can start connecting to your customers by calling, messaging, or requesting quotes. Keeping a fresh Google My Business account means consistently updating your information and photos. It makes it easier for online searchers to choose and find your business. 

Run Social Media Contests

A social media agency Hong Kong recommends running social media contests as a creative idea for digital marketing 2021. They offer several major benefits to brands and businesses. First, it helps build awareness and engagement among social media followers. By asking for comments, likes, and shares during the social media contest, a page can increase its number of followers and sales conversions. 

To run a successful social media contest, you have to set a clear goal first. From that goal, you can choose the right social media platform and target audience on where and whom to run the contest. Decide what to give away and set clear guidelines and rules. Constantly promote the contest on your social media posts for a larger reach. Check its progress and announce the winner promptly at the designated time. Always remember that incentivizing people makes them more engaged in your social media page. That’s how contests work!

Send Regular Email Blasts

Email marketing is never dead. Around 4.03  billion people have an email address. Sending a regular email blast to potential customers still holds value for D2C marketing. The key is to creatively design an email with varied posts. These may include catchy phrases, relevant quotes, slogans, social media images, and videos. Avoid being too salesy, and see to it not to spam your potential customers’ email. It may be a good approach to send emails once a week or twice a month


Reference: https://businessingmag.com/14710/marketing/creative-ideas/

Online Purchases

Key Factors Influencing Online Purchases on Facebook

The COVID-19 pandemic has greatly changed how people connect, learn, shop, and work. The lockdown and social distancing measures enforced by the government paved the way for online presence. Families bounded by long-distance geographic locations now connect through online messaging apps and social networks. Kids and other students do virtual classes. Most people in the workforce started working from home. For brands and businesses, brick-and-mortar stores have transformed into digital shops. These online shopping experiences have been widely accepted by modern consumers. 

According to a digital marketing speaker Hong Kong, the rise of eCommerce stores has changed the expectations of brand relationships and product discoveries. In fact, a series of research conducted by Facebook about the online shopping journey in Hong Kong and Taiwan showed significant disruption among modern consumers. Such results are also implicative to other regions. Below, let’s discuss the key factors influencing online purchases on Facebook.

Artificial Intelligence and Machine Learning Have Addressed Poor Shopping Experience

The digital shopping experience has greatly evolved to cope with the rising demand among online shoppers. Today, Facebook uses artificial intelligence and machine learning to offer an endless aisle of products among its users. Via cross-border eCommerce, Facebook’s family of apps now offers searchers an infinite number of products that can fulfill their needs. These results with 48% of Hong Kong consumers spending more time shopping online and 90% of Taiwanese looking forward to continuing online shopping even when the lockdowns and social distancing measures are lifted.

Brand Loyalty Is Under Threat

According to a Nielsen Study about brand loyalty, only 8% of consumers considered themselves as loyalists of a brand. Gone are the days of singular devotion to a brand. Facebook and Instagram have allowed the discovery of new products and services that help online consumers make the wisest buying decisions. With these varieties of choice, the consumer no longer spends money on just a single brand. Around 57% of Hong Kongers have tried new products and services in the past few months. This also applies to 80% of Taiwanese shoppers. Globally, 56% of modern consumers find it extremely important to try out new brands. However, even though brand loyalty is under threat, it still is not dead. For brands to drive consumer loyalty, here are 6 universal drivers of brand love:

  • Build trust through ad personalization.
  • Elevate the buying experience through immersive shopping.
  • Respect the consumer’s experience and time.
  • Set trends through fresh and reinvented offerings.
  • Share values through educational content.
  • Surprise customers with the best quality services.

The main key beyond brand love is going over the customer’s expectations by being proactive in campaigns and customer service. Apart from promoting new products and services, it is important to provide customers with purchase updates and online channels to instantly connect with brands and businesses. 

Integration of Conversational Commerce and Payment System Becomes a Necessity

As modern consumers take more shopping online, their demands get bigger and smarter. They demand that social media platforms give them a better buying experience. These include 24/7 customer support and direct payment systems without having to leave the network. To answer such rising demands, Facebook enabled messaging APIs on Instagram Direct, Messenger, and WhatsApp. Such technology allows the use of chatbots to provide human-like responses to customer queries. As a result, around 53% of Hong Kong and 58% of Taiwanese online shoppers have completed a purchase because of conversational commerce. To resolve the issue of cart abandonment, Facebook Pay offers a seamless payment system among its users. They no longer have to leave the Facebook app to complete a purchase. With a pre-populating but secured payment process, online shoppers can use their cards to make a direct payment via Facebook Pay. 

Live Media Consumption Becomes a Trend on Shoppertainment

New digital formats allow brands and businesses to better connect with their audiences. A rising trend among social media platforms is shoppertainment. It is a strategy of doing a live broadcast to initiate live shopping. Around 64% of Hongkongers engage in Facebook live videos once a week, while 78% of Taiwanese watch eCommerce live broadcasts on Facebook with 46% making an online purchase.

Spending More Time on the Internet Makes Shopping Less Deliberate and Planned

A social media agency Hong Kong noted an increased time spent online by Hong Kongers and Taiwanese since 2020. Today’s global average of time spent on the Internet is 7 hours. As people spend more time finding people and products online, 9 out of 10 social media users took action to deepen their engagement with a brand. Comments, likes, hearts, and shares are common ways on how brands and businesses measure ads performances on Facebook. A video marketing agency Hong Kong reports that 63.5% of online shoppers in Hong Kong discover new products and services after watching a video on Facebook. In Taiwan, 47% use the king of social media to search for brands, while 87% of global consumers took action after seeing product info on Instagram. The actions include following a brand and making an online purchase.

Reference: 

https://www.facebook.com/business/news/online-shopping-is-evolving-beyond-missions-towards-spontaneous-triggers

https://www.facebook.com/business/news/address-decision-paralysis-and-poorer-shopping-experiences-to-stand-out-in-the-endless-aisle

https://www.facebook.com/business/news/delight-shoppers-with-a-personal-touch-to-stand-out-at-purchase-as-seamlessness-becomes-table-stakes

https://www.facebook.com/business/news/brand-loyalty-is-no-longer-stable-but-an-ongoing-conversation#

Facebook Engagement

Tips to Improve Facebook Engagement

What is a good engagement rate on Facebook? This is a common question raised by brands and businesses alike. They believe that a good engagement rate is a stepping stone to succeed in Facebook marketing. A social media agency Hong Kong defines Facebook engagement as any action taken on a page or post. It may be a “comment,” “like,” “reaction,” or “share.” It may also include “checking in on a location,” “clicking on a link,” “tagging a post,” or “viewing a video.” 

Facebook engagement indeed matters. It indicates that the audiences want to interact with a brand. The higher the engagement, the more visible a page or post becomes on Facebook. Any type of engagement makes the page or post visible to an extended audience as well. All these benefits come at no extra cost. To get the best results on Facebook engagements, brands and businesses should aim to upload a variety of posts on their Facebook Pages. Here are some tips to improve Facebook engagement.

Use Engagement Cues

To boost getting comments on a Facebook post, there’s a need to give people reasons to engage. There are several ways to make it easy for the audience to know what they need to say. These are by doing the following:

  • Asking a question for readers to formulate an answer.
  • Asking the audience to fill in the gaps or finish a sentence. This can stir the audiences’ imagination to comment based on their interests or preferences.
  • Tell them how to engage. This means requesting the audiences to describe something, narrate an experience, vote for fun, etc. Think of creative ways relevant to a Facebook Page niche and the followers’ interests.

Design Timely Posts About Events and Holidays

All year round, we get to celebrate different events and holidays. Events and holidays are the perfect way to fill in your marketing calendar and get more engagement. Tap into the audiences’ emotions by encouraging them to share the reasons for a celebration during the event or the holiday. 

Another way to improve Facebook engagement during these special occasions is to create trending memes or video content. According to a video marketing agency Hong Kong, more than 1.25 billion people on Facebook visited Facebook Watch every month. This made Facebook the most popular channel to do video marketing. Around 75% of marketers post videos on Facebook, 70% of them post videos on YouTube, while 58% post videos on Instagram.

Timely content can be prepared in advance to generate better engagement. Think of incorporating an awareness campaign into your marketing strategy. It must be something relevant to the brand, business, or target audiences. A personal story, social value, or timely products can generate a lot of engagement when posted in the right event or holiday timing.

Go Live

By going live on Facebook, brands and businesses get the opportunity to connect to their audiences in real time. As such, they can encourage the audience to comment, like, and share during the live broadcast. This can boost engagement significantly. To boost reach, encourage your audience to invite their friends to watch with them. As a pro tip, it is important to respond to all comments on Facebook Live. This is to further improve engagement with the audiences. 

Incorporate Humor on Your Facebook Content

A positive vibe is what everyone in social media longs for, especially on Facebook, with 2.85 billion monthly active users. Humor is the best way to promote a positive vibe on Facebook. That is why incorporating humor into your Facebook content can greatly improve engagement. GIFs, stickers, and memes are creative ways to add fun to an image or video. Short video clips also create fun through dance movements and music. One best way to incorporate humor on Facebook content is to ask funny questions that are relevant to the target audiences’ interests and preferences. For example, a shirt brand can ask followers: “What would you wear today to attract someone?” The key is to make the humor creative and timely.

Show Off Your Processes and Workplace

People are curious and inquisitive in nature. They love to see what other people are doing. They love to learn how a business operates. Behind the scenes content can improve Facebook engagement because of such nature. Show your target audience how your products are made and highlight the philosophy behind each of them. Share some insights on how things work within the business to generate authentic interactions. Make it lighter by posting bloopers and fun times of the team behind a brand. These types of posts evoke the audiences’ emotions and eventually influence their buying decisions.

Upload Facebook Posts that Are Shareable and Worthy to Save

Sharing is a common engagement action on Facebook. It shows audience support to a certain Facebook post without removing the original source. If a brand or business creates content designed according to their audiences’ interests, they can prompt engagement through content saving and sharing. According to a digital marketing speaker Hong Kong, evergreen content like blogs, explainers, how tos, recipes, tutorials, etc. are the top posts that people love to save and share.

Reference: https://www.socialmediaexaminer.com/7-ways-to-improve-facebook-engagement/

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