Tag: King of Marketing Blog

How to Use Online Reviews to Market to Different Generations [Infographic]

Reviews play a key role in the modern path to purchase – but according to this report each generation values reviews a little differently.

https://www.socialmediatoday.com/news/how-to-use-online-reviews-to-market-to-different-generations-infographic/575068/

Business News Coronavirus News Positive Coronavirus News and Sports News from Mike Armstrong – See https://mikearmstrong.me/news

For Business Advice follow the link or visit one of our Blogs: Entrepreneur Zone | King of Marketing | The Voice of Social Media | Networking Grapevine | British Business News |

8 of the Most Important HTML Tags for SEO

SEO tags can have an impact on your search rankings. Here’s a look at some of the key tags you should be aware of, and how they’re used.

https://www.socialmediatoday.com/news/8-of-the-most-important-html-tags-for-seo/574987/

Business News and Sports News from Mike Armstrong – See http://mikearmstrong.me

For Business Advice follow the link or visit the Entrepreneur Zone

LinkedIn Shares Tips on What to Post During COVID-19 Lockdowns

LinkedIn has shared a new list of tips on what to post to help stay connected on the platform amid the COVID-19 lockdowns.

https://www.socialmediatoday.com/news/linkedin-shares-tips-on-what-to-post-during-covid-19-lockdowns/574905/

1. “Post about your experiences”

LinkedIn says that providing your personal stories and insights is key to maximizing engagement on the platform, and building a presence within your respective communities.

“Share a post on your feed about what your new work day looks like. Just got done with a video interview? Share a couple of learnings and tips in an article in case it helps others who might be going through the same thing. Simply posting a question, like – “how do I boost team morale?” – is also a great way to get the insights you need, surface other points of view you hadn’t considered, help others and forge new connections.”

Many people hesitate in sharing their personal experience, as they don’t want to reveal some perceived flaw or weakness, but in these times, there’s a good chance that other business people are feeling what you’re feeling, and asking the same questions you are about how to forge a path ahead.

In this respect, sharing your thoughts could be a great way to build new connections, and establish a stronger presence within your professional network. 

2. “Discover and comment on conversations that are most relevant to you”

In addition to posting your own thoughts, LinkedIn also recommends branching out by searching for discussions relevant to your interests and experiences.  

“Searching hashtags is a fast way to do this. If you recently discovered a video conferencing hack that helped your team have more efficient meetings, search #videoconference and comment on posts with your advice. Found an effective way to keep your kids occupied while you take a work call? Share your story and tag co-workers or close connections who may need similar advice.”

Since re-introducing hashtags to its platform a few years back, LinkedIn has been working on ways to make them a bigger focus, and a better way to sort and discover relevant discussions. Now, hashtags may actually be more relevant on LinkedIn than they are on Twitter, where the hashtag concept started, as they enable you to seek out relevant discussions and engage with other professionals in your field/s of interest.

A simple comment can go a long way, and may lead to more opportunities in future. 

3. “Be yourself and offer your unique perspective”

This one’s a little more contentious – though the recommendation is coming from LinkedIn itself, so it would have the data to back it up.

LinkedIn notes that not everything you share on the platform has to be about work, specifically.

“Some of the most successful posts come from professionals who discuss lessons they’ve learned from their personal lives, show appreciation for their team, or share words of encouragement, like this positivity thread and post about ways to spread kindness.”

Now, in this context, LinkedIn has kept its definitions confined to professional-related content, but some people do post overly personal, non-work related updates to LinkedIn. And those don’t always go over so well with users.

How you feel about this will come down to personal interpretation, but I would note that not all of your life experiences need to relate to business culture, not everything should be used as a metaphor for climbing the corporate ladder or maximizing your “hustle”, day-to-day.

LinkedIn says that the key here is to be genuine, “which makes you more approachable and better reflects who you really are”.

The specifics in this case do matter, and it is worth considering the value or utility of what you’re posting within the context of the people who’ll see it on the platform. But there is value in highlighting the need for more empathetic connection – especially in times like this. 

4. “Stay informed with trusted news and share your thoughts”

Right now, people are looking for information. Unfortunately, the answers generally being sought are not available, as no one knows the full impacts of the current crisis, but people are looking to get the latest news, and discuss what it means for them and their industries.

On this front, LinkedIn recently added a new Trending News element which specifically focuses on COVID-19, and features key updates from experts, including the World Health Organization and the Centers for Disease Control and Prevention.

LinkedIn COVID-19 info panel

LinkedIn notes that following the latest news, and sharing articles to your feed, can be another way to engage in the broader conversation, “and engage and inform your LinkedIn community”.

In addition to these tips, LinkedIn has also provided three specific notes on communications in the time of COVID-19, and how brands should look to approach their messaging during the pandemic.

As noted by LinkedIn:

On LinkedIn the number of articles about coronavirus increased by 17X between February 1 and March 17. The biggest topics of discussion we’ve seen on LinkedIn are perspectives and advice on remote working, social distancing, crisis management, business continuity, online learning, collaboration and more. For example, “remote working” searches on LinkedIn Learning tripled in March.”

With higher sensitivity around the topics of discussion, particularly in a marketing and branding sense, LinkedIn advises that businesses should also consider focusing on:

  • Managing employees through change
  • Leading with trust
  • Adapting to drive business continuity

LinkedIn says that companies should consider how they can reinforce company culture though their posts, and keep employees connected virtually via relevant updates, while they should also consider how they can assist in the current situation and demonstrate corporate responsibility.

LinkedIn post from 3M

That doesn’t necessarily mean providing updates on every aspect of your internal operations and processes, however. In this example, 3M is announcing its move to increase production of medical supplies to assist in COVID-19 response efforts. That’s both relevant to the current effort, and valuable for potential customers and partners to know, underlining what the brand stands for and how it’s looking to help.

No doubt you’ve received a heap of emails in the past week from brands outlining their efforts to respond to COVID-19, but much of this information is not overly helpful to customers who are dealing with their own situations. Many of these emails are also too long to be relevant – what people need to know right now is how your business is looking to help, and what it can offer to address key concerns and problems. That’s the messaging that you need to consider.

These are some good tips, and if you’re looking for ways to improve your LinkedIn approach, it’s worth incorporating them into your approach. 

And it is worth considering how you get back to communicating with your audience. The economic impacts of the COVID-19 pandemic will be significant, but they’ll only be made worse by businesses waiting it out and seeing what comes next. Many, of course, have been forced into this situation, due to the shutdown of events and venues, but many other companies can still operate, and can adjust their focus to adapt to the current situation.

It’s not ideal, and no one wants to be operating in this environment. But it also looks set to be like this for some time. The more you can look to get back to a level of “normal”, the more you can lessen the broader economic impacts moving forward.

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For more LinkedIn News, Social Media News or Coronavirus News please click the links.

Please also see our The Voice of Social Media Blog

Pinterest Provides Tips on How Brands Can Communicate Amid the COVID-19 Pandemic [Infographic]

Pinterest has provided a new set of tips to help brands maintain connection with their audiences amid the COVID-19 pandemic. 

https://www.socialmediatoday.com/news/pinterest-provides-tips-on-how-brands-can-communicate-amid-the-covid-19-pan/574883/

4 Reasons Why Facebook Ads are Critical for Your Business During COVID-19

Does COVID-19 mean that you shouldn’t advertise on Facebook? If your business is in a position to keep the campaigns going, it could be the key thing that helps keep you afloat.

https://www.socialmediatoday.com/news/4-reasons-why-facebook-ads-are-critical-for-your-business-during-covid-19/574635/

There is no other way to say it, it’s a scary time to be a marketer and/or business owner right now.

With all the uncertainty around how long the COVID-19 pandemic is set to impact virtually every aspect of how we live, it’s hard to decide what’s best for business when it comes to marketing. Should you stop your marketing and advertising initiatives in the midst of the crisis? And if you continue to advertise at this time, how will your message be received by consumers who are also stressed about their own situation? 

In the end, each business and marketer needs to make the best decision for their own unique circumstance in order to ensure their business survives. However, if you are able to continue marketing, even in a scaled-back capacity, it is likely to be beneficial, and could end up being the thing that keeps you afloat through the difficult weeks and months ahead. 

Before we jump into the reasons why Facebook Ads are critical for your business during COVID-19, there is one key consideration to be aware of. While this is still a good time to advertise (you’ll find out why below), you should note that conversions are not likely to roll in as they usually would. In the short term, your campaigns may not generate bottom-line results – however there are other benefits to keeping your awareness campaigns going.

1. Digital attention is at an all-time high

With most businesses closed, and most people staying at home in order to reduce the potential spread of the virus, social media usage is surging.

Since people aren’t going out to bars or engaging in outdoor activities, they’re turning to Facebook and Instagram much more than normal – which means that the amount of available impressions is also on the increase, and the capacity for your ads to reach your target audience is equally on the rise. This will lead to lower overall operating costs for your campaigns.

We wouldn’t necessarily recommend the testing of any new initiatives during this time, however those who can afford to keep their campaigns running for the next 30, 60 or 90 days will be doing so in a more favorable market for attention.

2. Many of your competitors are pausing their campaigns

Whenever there’s a disruption to “business as usual”, the first reaction that many businesses have is to pause their ad campaigns, with a view to restarting them again once the situation dies down. And that is exactly why you should keep your Facebook Ads going (if you can afford to) during this particular crisis.

With your competitors likely out of the running, your shared customer base will be ripe for the taking. And again, with competition for the same audience lower, you’ll inevitably see lower operating costs (CPC, CPMs) as well, thus making your spend even more impactful.

Analysts are predicting that Facebook’s ad revenue, based on the current situation, will decline by 19% for the year, or around $15.7 billion in total. That’s a lot of potential competition that won’t be your ad auctions.

3. Brand awareness is a low-cost objective 

Since conversions are likely to slow down due, understandably, to larger concerns occupying people’s thoughts, it could also be a good idea to shift to a lower-cost objective, like Brand Awareness, with your Facebook Ads.

Brand Awareness ads are geared towards generating as many impressions as possible among your target audience in the hopes of generating greater brand recall. Facebook measures this by asking those who were served the ad if they remember seeing it two days after being served. This can be seen as a double-dip, because if they don’t remember it, they’ll be reminded through this process. 

These campaigns typically generate results for a few cents, and are great at keeping brand awareness high. If you need to scale back budgets, and believe that awareness is more business-critical than conversion at this stage, this is the way to go.

4. You have the opportunity to serve people now, and win business later

While there are some key business reasons why you would want to keep your Facebook Ad campaigns active during a time like this, it’s important to also consider how your brand will be perceived by its audience as a result. Given this, we highly recommend that brands consider changing their messaging or offers in order to serve people, as opposed to hard selling at this stage.

Changing your approach just a little in the short term can help you win the trust and admiration of consumers in the longer view. You can do this by offering discounts, freebies in the future, or even complimentary access to premium services.

We shouldn’t kid ourselves into thinking that advertising isn’t about making money, however we should definitely be sensitive about how we do it. Offering helpful, thoughtful service, and/or increased value and utility in a time of need won’t be forgotten when the crisis passes.

We wish you well in weathering this time of uncertainty and anxiety. It’s challenging for everyone – and for marketers, maintaining the balance between business need and issue-sensitivity will remain a difficult balancing act.

Consider the situation your audience is facing, what they need, and where your business can help, and you can build thoughtful, respectful campaigns and offers that will also go a long way towards helping your business make it through the crisis. 

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For more Facebook News, Social Media News or Coronavirus News please click the links.

Please also see our The Voice of Social Media Blog

Social Media Report

A little trust, a little love, and a lot of convenience…

From digital detoxing and data security to the demand for fast and personalized experiences, new forces are changing the rules of customer engagement. 

But amid all these changes, there are timeless customer needs that won’t be changing anytime soon. 

In this ebook, you’ll discover three keys to customer engagement that you can use to build a lasting marketing strategy.

What You’ll Learn

  • What today’s customers expect from your brand on social
  • The 3 C’s of customer engagement
  • How real brands are putting these principles into practice

See Report Below…

Rest of the 2020 Social Media Report Slides.

For more Facebook News, or Social Media please click the links.

Please also see our The Voice of Social Media Blog & Entrepreneur Zone Blog

Business News and Sports News from Mike Armstrong – For other Business Advice & News see http://mikearmstrong.me & http://mikearmstrong.me/news/

Brands’ Coronavirus-Themed Emails Are Seriously Getting On People’s Nerves

Image via Shutterstock

The novel coronavirus has impacted the lives of people around the world, and companies have been propelled to close down amid the uncertain time. However, there are also brands that have been trying to keep in touch with their customers via email, inadvertently resulting in a surge of COVID-19-related messages in consumers’ inboxes.

Internet users are sharing these coronavirus-centered emails on social media for a number of reasons. One of it is to question how these companies got a hold of their personal email addresses in the first place.

“If I get one more ‘COVID-19 Update’ email from brands I subscribed to when I was 12, I’m gonna snap,” a user declared, on the verge of a digital breakdown.

Another user directed the attention to “all the communications people out there,” as they are the ones working on these crafted messages to consumers as an attempt to manage panic and uncertainty while trying to help “CEOs/leaders sound good.”

My health and safety is the top priority of so many brands I never even knew had my personal email address.

— Christopher Doyle (@chrisdoyle) March 14, 2020

*opens freezer*
*note falls out*

“We here at Totino’s Pizza Rolls know you’ve been wondering about our response to COVID-19”

— social distance warrior (@IAmSpilly) March 17, 2020

> Delete email accounts
> Sell house, live in woods
> Find bottle in river
> Has note inside

“Our brand’s COVID-19 response and pledge to our customers…”

— Joshua Self-QuaRayntine (@joshuaray) March 13, 2020

As I get email 29,283 with a business/brand’s #COVID19 update, I want to take a moment to give a shout out to all the communications people out there, writing and rewriting notices, managing panic/uncertainty, as well as helping CEOs/leaders sound good.
Keep on keeping on 👊🏻 pic.twitter.com/c1ECwwS6fq

— Lauren Herschel (@LaurenHerschel) March 20, 2020

All these weird COVID-19 update emails from brands have been a great tool for unsubscribing to email lists I didn’t even know I signed up for

— Bennett Richardson (@bennettrich) March 19, 2020

If I get one more “COVID19 Update” email from brands I subscribed to when I was 12 im gonna snap

— abbas ammar (@abbasammar10) March 17, 2020

COVID-19 brand emails forcing me to really grapple with my past self pic.twitter.com/76DMn7QHb0

— Madison Malone Kircher (@4evrmalone) March 16, 2020

[via Slate, cover image via Shutterstock] http://www.designtaxi.com/news/409163/Brands-Coronavirus-Themed-Emails-Are-Seriously-Getting-On-People-s-Nerves/

Nike Recruits Everyone To ‘Play For The World’ In Clever Self-Isolation Campaign

Image via Nike

Sports juggernaut Nike takes on the coronavirus outbreak by advocating self-isolation in its latest ad campaign. The print, conceived by independent ad agency Wieden + Kenny Portland, was unveiled on Nike’s social media platforms over the weekend.

The creative strives to increase safety by getting people to stay indoors to prevent contagions. “If you ever dreamed of playing for millions around the world, now is your chance,” the note reads.

“Play inside, play for the world,” says the advert’s tagline, encouraging fans to represent the globe in a match against the novel coronavirus.

The ad was also shared on the social media platforms of Nike ambassadors, such as Serena Williams, Michael Jordan, Cristiano Ronaldo and Tiger Woods.

It coincides with the announcement of the premium Nike Training Club app now being free to download. The app offers workout plans, training programs, expert tips, and guided fitness routines.

Now more than ever, we are one team. #playinside #playfortheworld pic.twitter.com/LRLhL4FwkG

— Nike (@Nike) March 21, 2020

Now more than ever, we are one family. #JUMPMAN #playinside pic.twitter.com/U1G4HFeNBY

— Jordan (@Jumpman23) March 21, 2020

If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world.#staysafe #playinside #playfortheworld pic.twitter.com/Ie5i9BjzEM

— Cristiano Ronaldo (@Cristiano) March 21, 2020

View this post on Instagram

Now more than ever, we are one team.⠀ #playinside #playfortheworld

A post shared by nike (@nike) on Mar 21, 2020 at 7:00am PDT

[via Muse by CLIO, cover image via CREDIT] http://www.designtaxi.com/news/409161/Nike-Recruits-Everyone-To-Play-For-The-World-In-Clever-Self-Isolation-Campaign/

11 SEO Hacks Guaranteed to Deliver Impressive Results on Google [Infographic]

Ensure you’re maximizing your search opportunities with these SEO tips.

https://www.socialmediatoday.com/news/11-seo-hacks-guaranteed-to-deliver-impressive-results-on-google-infographi/574621/