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January 11.2021
2 Minutes Read

10 Marketing Tools We Are Grateful to Have in 2021

It’s a new year and most of us are happy to be leaving 2020 in the rearview mirror. It was a tough year at almost every level and marketing is no exception.

2021 promises to be challenging as well, but we hope that also means an eventual return to something that feels like the old normal as vaccines are distributed and society recovers and reopens. There’s no shortage of marketing tools that can help you navigate whatever lies ahead. Here are 10 that we’re grateful to have.

#1: Clickflow

If you’ve ever spent time and money designing a landing page, an opt-in form, or anything else devised to drive conversions – only to be disappointed by the results – then Clickflow is the marketing tool for you this year. It’s a robust, SEO-driven A/B testing apparatus that you can use to test every aspect of onsite SEO.

While Clickflow isn’t cheap – you’ll pay $109 per month – you can get a free trial to check it out. Using it for a couple of months can help you improve your metadata, tags, and content to improve your rank on Google and get more conversions than ever before. It’s a worthwhile investment.

#2:  Google Analytics

Google Analytics isn’t new but don’t roll your eyes because we’ve included it here. A lot of small business owners don’t bother checking their Google Analytics and that’s a mistake that costs them customers and revenue.

For a free tool, Google Analytics provides a ton of relevant (and actionable) information about your website visitors and their behaviour. You can use it to determine which resources are sending you the most traffic and which content is driving conversions. You already have access to it – so start using it!

#3: Screaming Frog

What if you could chase Google’s spiders with a frog and spy on your competitors’ SEO? You can with the free version of Screaming Frog, an SEO crawler that can give you a leg up on your competitors.

Using Screaming Frog, you can scan up to 500 URLs and collect technical optimization data. It allows you to check tags, identify broken links, and find duplicate content. It’s a great way to audit your own site and spot holes in your competition’s SEO.

#4: Grammarly

If you do your own content writing and grammar isn’t your strong suit, Grammarly is an indispensable tool. They have free and paid versions, and the free version should be robust enough for most small businesses.

Grammarly will spot spelling errors, including pesky contextual errors that most spellcheckers miss. It’ll also correct your grammar, make suggestions to tighten up your content, and you can even use it to flag duplicate content online – especially useful if you outsource your writing!

#5: BuzzSumo

A lot of small business owners struggle to come up with great ideas for content. BuzzSumo is a tool that can help you find content ideas with its keyword search function. You can also use it to identify potential influencers to promote your products and brand.

You can try BuzzSumo free for 30 days. After that, pricing begins at $99 per month. Because their search bar is located on the home page, you can get a few freebies a day even if you don’t sign up for an account.

#6: Feedly

Businesses that are active on social media must share a combination of original and curated content. But where can you find quality content to share with your followers? That’s where Feedly comes in.

Feedly is a news aggregator that will collect all relevant news in your specified niche or industry. Then, you can comb through, read what interests you, and find the best content to share with your followers on Facebook or Twitter. They offer a free trial and monthly pricing starts at just $6.

#7: MailChimp

Email marketing is still one of the most affordable and effective ways to connect with your audience. We like MailChimp for its robust free option that allows small business owners to send up to 12,000 emails per month.

While there are some email marketing providers that are better suited to huge enterprises, MailChimp offers enough features to allow local companies to build a list and create email sequences that convert subscribers into paying customers.

#8: Facebook Creator Studio

If you already have a Facebook business account, then you have access to Facebook Creator Studio. It’s a tool that allows you to view everything you’ve posted on Facebook and create new content to share with your followers – and it’s free.

What we love about Facebook Creator Studio is that you can use it to schedule and test posts. Scheduling means that you can have content going live while you’re busy doing other things. The testing features allows you to compare the performance of multiple posts and determine which content does the best with your audience.

#9: Canva

We’ve written about Canva before, but it remains one of the most versatile content creation tools around. You can use it to resize images to use in your social media profiles, create memes, and so much more.

Canva’s free option gives you access to 250,000 templates and robust design features. If you want to upgrade to the Pro version, it’ll cost you $12.99 per month. In return, you’ll get a free Brand Kit and access to Canva’s massive library of 75 million premium stock images.

#10: CapCut Video Editor

There’s no denying that TikTok has become a social media and marketing powerhouse. CapCut is a video editing app that’s designed by the creators of TikTok – and you can use it to create the kind of video content that will grab your followers’ attention.

CapCut is available for both Android and Apple devices. You can use it to cut videos, change or reverse their speed, and add custom TikTok stickers and music. Best of all, it’s free!

The marketing tools we’ve listed here are only a small sample of what’s available, but these are the ones we recommend as invaluable as we head into 2021. As we look forward to the end of the pandemic and a return to normal, these tools can help you boost your business and increase your profits.

 

Other articles in this issue;

Improve Your Email Marketing with These Tips from the Pros
How to Get More Conversions with Facebook Ads
Let’s Talk About How to Promote Your Business with TikTok

Marketing Automation Online Marketing Social Media Traffic & Conversion

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06.05.2022

How to Deal with Negative Comments on Social Media Like a Pro

Social media has undoubtedly become a powerful communication and marketing tool. Not only does it allow businesses to connect with their customers on a more personal level, but it also gives customers a voice to share their thoughts and experiences about a company or product.  While this two-way communication channel is beneficial for businesses, it can also be challenging. Negative comments are bound to happen, and when they do, you should handle them in a way that won’t damage your brand or reputation. Let’s discuss how to deal with negative comments on social media like a pro. Make Sure You Respond Although dealing with negative comments can be difficult, it’s important to remember that ignoring them is not an option. When customers take the time to reach out to you with a complaint or concern, they expect (and deserve) a response. Not only will a reply show the customer that you care about their experience, but it also shows others that you’re willing to listen to feedback and address any issues. Of course, it’s not always possible to respond to every negative comment. But if a comment is public and could potentially damage your reputation, take the time to craft a thoughtful response. Handle Issues Promptly In addition to responding to negative comments, quickly take care of the issue that caused the comment in the first place. This may involve refunding their purchase, exchanging an item, or simply apologizing for any inconvenience they may have experienced. Whatever the matter may be, it’s important to take care of it promptly and efficiently. Customers appreciate it when companies own up to their mistakes and try to correct them. If you take too long, customers may think you don’t care about their issue or that you’re sweeping it under the rug. Delaying will only damage your reputation further, so it’s crucial to nip the problem in the bud as soon as possible. Be Professional Although it may be tempting to lash out, remember that what you say can be used against you. Therefore, always err on the side of caution and keep your responses professional. This doesn’t mean that you can’t defend yourself or your business – but you should do so in a respectful way that doesn’t make the situation worse. Try saying things like: “We’re sorry to hear that you had a negative experience. We appreciate your feedback and would like to make this right with you.” “Thank you for bringing this to our attention. We take these issues seriously and would like to look into this further. Please DM us your contact information and order number so we can investigate.” Taking the Conversation Offline In some cases, it may be best to take the conversation offline. This is usually the case when a customer is angry or upset or if the situation could escalate if only addressed publicly.  When you take the conversation offline, you’ll have a chance to diffuse the situation without worrying about making it worse. You can reply to the comment publicly and let the customer know that you’d like to discuss their concerns further in a private message or over the phone.  This shows that you’re willing to listen and help resolve the issue in a way that is considerate of their privacy. Address the Issue Directly When responding to a negative comment, address the issue directly. A straightforward response shows the customer (and anyone else reading) that you take their concerns seriously and are willing to resolve the problem. For example, if a customer is unhappy with your product, you might say something like: “Thank you for your feedback. We’re sorry to hear that you’re disappointed with our product. Can you please provide more information about what you didn’t like? We’d like to pass your feedback along to our team and see if there’s anything we can do to improve the product.” This response shows that you care about the customer’s experience and want to help resolve the issue. It also gives you an opportunity to learn more about what the customer didn’t like so that you can make improvements in the future. Don’t Be Afraid to Apologize  In some cases, the best way to deal with a negative comment is to simply apologize. An apology shows the customer that you understand their frustration and want to make things right. Of course, you shouldn’t apologize for something that wasn’t your fault. But if there was a mistake on your part, or if the customer had a valid complaint, an apology would go a long way in diffusing the situation. Some people just want to feel like they’re heard and that their concerns are taken seriously. In these cases, a simple apology may be enough to resolve the issue. Use Positive Language It’s essential to use positive language when responding to negative comments. However, this doesn’t mean that you should ignore the problem or act like everything is fine. Instead, focus on finding a resolution rather than dwelling on the negative. For example, instead of saying, “We’re sorry that you had a bad experience,” you could say, “Thank you for bringing this to our attention. We want to do everything we can to ensure your next experience is better.” This response shows that you’re committed to resolving the issue while also setting a positive tone for the rest of the conversation. Don’t Scrub Your Social Media Page of Negative Comments While it’s tempting to delete negative comments or hide them from your feed, this is usually a bad idea. Not only does it make you look deceitful, but it also makes it seem like you don’t care about your customers’ concerns. It’s okay to delete comments that are abusive or that don’t add anything to the conversation. But in most cases, it’s best to leave the comment up and respond directly. These comments show that you’re willing to listen to feedback, even if it’s negative. Use Negative Comments to Improve Your Business Finally, it’s important to remember that negative comments can actually be a good thing. They provide you with an opportunity to improve your products or services and show your customers that you care about their experience. As a business owner, you should always look for ways to improve. So, if you’re getting a lot of negative feedback about a certain aspect of your business, use it as a chance to make positive changes.  So next time you get a negative comment on social media, don’t panic. Instead, just follow these tips, and you’ll be able to handle it like a pro.

06.05.2022

10 Most Common Mistakes Small Businesses Make on Social Media (and How to Fix It) 

As a small business, social media is your secret weapon for marketing. It's essential to use social media to reach new customers and connect with existing ones. Whether you're just getting started or already running a highly successful campaign, there's always room for improvement. In this article, we'll explore the top social media mistakes small businesses make and how to fix them, including our own tips on improving your social media marketing strategy. Not Posting Regularly Enough One of the most common social media mistakes small businesses make is not posting regularly enough. This can be for a variety of reasons, from lack of time to simply forgetting. If you're not posting regularly, your audience will quickly lose interest and move on to other brands that are more active on social media. The fix: Set aside some time each week to plan and schedule your social media posts. If you can, designate someone on your team to be responsible for social media and make sure they have the time and resources they need to succeed.  Some popular social media planners include Hootsuite, Later, and Buffer all with free to paid plans. Posting Too Much On the opposite end, some businesses post a little too much. This can be overwhelming for your followers and turn them off from your brand. It's important to strike a balance between posting too little and too much. The fix: Take a step back and analyze how often you're posting on each social media platform. If you're posting multiple times a day on any platform, try scaling back to once a day or a couple of times a week. Experiment with different posting frequencies and see what works best for your audience. Remember that each industry is different, so what frequency is too much in one niche is perfectly fine in another. Not Posting Relevant Content Another common mistake is posting content that isn't relevant to your audience or industry. This can happen if you're trying to be too general in your social media marketing or if you're not sure who your target audience is. As a result, your posts will fall flat and fail to engage your audience. The fix: Take some time to research your target audience and what kinds of content they're interested in. Once you know who you're talking to, you can start creating content that resonates with them. If you're struggling to come up with ideas, try looking at what other businesses in your industry are doing on social media. Use social listening tools to track relevant keywords and see what kind of content is being shared the most. Then, adapt and improve upon it for your own audience. Not Engaging with Your Followers Another mistake small businesses make on social media is failing to engage with their followers. This means more than just responding to comments and @ mentions (although that's important, too). It also means liking, sharing, and commenting on other people's content. The fix: Spend some time each day engaging with your followers and other people in your industry. Like and comment on their posts, share their content, and start conversations. Not only will this help you build relationships, but it will also make your brand more visible to new potential customers. There are many tools that can help you organize and consolidate all your social media profile into one dashboard. These listening tools can single handedly change the game if you’re trying to increase your engagement across all social media platforms.  Sprout Social, Salesforce’s Service Cloud, and Reputation are the best at this. On a budget? Try Hootsuite. Not Measuring Your Results Measuring your results is essential. This is important for any marketing campaign, but it's especially important on social media. With so much noise, it can be easy to get lost and not know if your efforts are actually paying off. The fix: Use social media analytics tools to track your progress and measure your results. These tools will help you see how many people are engaging with your content, what kind of impact you're making, and where you can improve. Without measuring your results, it's impossible to know if your social media marketing is actually working. Many platforms will have these tools built in, but addition services like Sprout Social, Buffer Analyze, Hootsuite, and Social Report, can give you deeper insights about your customer base and what resonates with them.  Not Having a Strategy One of the biggest mistakes small businesses make on social media is not having a strategy. They might post randomly or without any purpose, which can lead to wasted time and effort. The fix: Having a social media plan in place will guarantee that your efforts are more successful and are working to assist your company's broader objectives. When you're coming up with a strategy, it's critical to keep in mind these goals so that you can create material that supports them. Additionally, figure out what your social media goals are, what you want to get out of it, and make sure to track them with analytic software (mentioned above) to ensure that your work is paying off. When developing a plan, remember who your target audience is and create content that speaks to them that aligns with your goals.  It is essential to take some time to develop a strategy since it's easy to get lost in the sea of social media and fail to accomplish anything without it. Not using social media to its full potential Social media is a powerful marketing tool, but many small businesses don't use it to its full potential. They might not take advantage of all the features available, or they might not use them to reach their target audience. The fix: Make sure you're using all the features available on each social media platform. For example, on Facebook, you can use groups, events, and Messenger to reach more people. On Twitter, you can use hashtags and lists to organize your followers. And on Instagram, you can use Stories, Live Video, and IGTV to engage with your audience. Take some time to learn about all the features of each social media platform and how you can use them to reach your target audience. Then, start using them to your advantage. Not Promoting Your Content Not promoting your content can be a big mistake, especially if you're a small business with limited resources. If you're not promoting your content, it's unlikely that anyone will see it. The fix: Promote your content on social media and other channels. Use paid advertising, share it with influencers, and post it in relevant groups and forums. Don't make the mistake of not promoting your content. Make sure you're doing everything you can to get it in front of as many people as possible. Not taking advantage of social media trends Trends are everywhere and they're easy to pick up if you use social media in both a private and work setting. Taking advantage of a trend can make your post go viral, especially if it's curated to your audience. Ignoring trends will make you miss countless free promotion opportunities. The fix: Use social media trends to your advantage. If you see a trend that's relevant to your business, jump on it and use it to promote your content. Not only will this help you reach more people, but it will also make your brand more visible and relevant.  If you're not sure where to start, check out some influencers in your industry and see what they're doing to get eyes on their posts. Use can also use free websites like Google Trends, TweetDeck, and BrandMentions to track trends. Ignoring negative feedback It's inevitable that you'll receive some negative feedback at some point. And while it's not pleasant, it's important to take it in stride and use it as an opportunity to improve your business. The fix: Don't ignore negative feedback. Respond to it in a constructive way and use it to make your business better. Negative feedback can be painful, but it's important to listen to it and use it to improve your business. Bonus tip: Remaining in your comfort zone can kill your social media marketing efforts If you're not comfortable with change, you'll never be able to take advantage of new opportunities or reach your full potential. The fix: Be open to change and willing to try new things. Social media is constantly changing, so you need to be too. Conclusion  These are just a few of the most common mistakes small businesses make on social media. By avoiding these mistakes, you'll be well on your way to social media success.

06.03.2022

Why Your Business Needs a Content Calendar 

Social media can sometimes feel like a shot in the dark for local business owners - believe us, we know. Although content marketing sometimes feels overwhelming, it is one of the most accessible tools for local businesses to promote products and services to an online audience.   Nowadays, people are more likely than ever before to find your business through social media channels. So, before they even see your website, they’re experiencing your brand on social media. Think of your content marketing as a virtual storefront for your business, giving your customers an online experience of your local storefront. But in addition to running a business, the upkeep of a virtual storefront can be just as exhausting. The time, resources, mental willpower, to do content marketing can take up a big portion of your day, every day. But wait…  There is a solution!  Developing a content calendar to implement your content strategy will completely revolutionize your approach to online marketing.  What is a Content Calendar? Your content includes anything from images, videos, stories, emails, blogs, and ads that you share online to build your virtual storefront. A content calendar takes all these essential elements of your engagement and transforms them into a calendar that tells you what to share, when to share it and where you will share it for your business.  A typical content calendar will assess a two to six-month overview of your content and develop a strategic implementation of the content to make your life easier. A content calendar will become a central tool in your marketing tool kit when it's done right.  Attracting customers is essential to successfully operating any local business, whether you run a restaurant, pet shop, or novelty comic bookstore. A content calendar can revolutionize your content marketing, saving you time, effort, money, and willpower.  Now, a content calendar may sound like a lot of time and effort that you don’t have to invest at this moment. But it actually makes creating content more straightforward while increasing the effectiveness of your outreach. Why should every local business be using a content calendar? There are, of course, many benefits to local businesses creating and using content plans, so let’s find out more. 1. Square Up Your Marketing Keeping track of your marketing strategy can be exhausting on top of your day-to-day job. Emails, blogs, social media posts, and more must be cohesive to achieve positive results for your business. Creating an entire overview with a content calendar means a few things for your business. A. Content that is more consistent in quality and easier to produce. B. It is simpler to develop content that overlaps, saving you time and guesswork on effective strategies.  Struggling to brainstorm ideas? Use SEMrush to spy on your competitors. The tool offers a wealth of other content-generating ideas, but sometimes it's easiest to garner inspiration from other businesses in your niche.  Of course, don’t go and steal their content word for word. But when you’re struggling for ideas on ways you can engage the same audience there’s nothing wrong with using the same strategies if they work.  2. Get Organized and Save time Set aside one to two days to plan your content marketing content in bulk for the next 2-6 months. Once it’s planned out, the rest of the time you just have to make sure you’re following the same strategy making tweaks here & there when needed.  A content calendar gives you a better perspective on the overall strategy you have for your business and helps you implement it with an organized approach.  3. Automate Everything With content creation out of the way, you can use any automation tool to schedule when your social media should be posted and where it should be posted. Automation is a saving grace for a local business, which can’t happen when you're trying to film a random reel every day to post at the last minute.  With a good content calendar that has thought out every detail beforehand, it is so much easier to consistently post good content because the thinking is already done for you. In a small business, you’re likely acting as the HR manager, the face of the business, the IT guy, and the marketing guru every single day. Having one less job to do on a daily basis is a massive plus in making a local business thrive.  There are a number of automation tools. Hootsuite is one of these useful marketing tools that can automate across several platforms. And it also comes with a built-in monitoring feature that enables you to monitor stats across platforms. Social Pilot, ContentStudio and BuzzSumo are other great tools to consider using to automate your content planner. 4. Stay Consistent  You could be posting the most engaging and wow-worthy social media posts and content. But posting irregularly with great content lacks the impact your online marketing needs to be effective. Content marketing is most impactful when there is reliable engagement from a local business’s audience. Irregular posts create an out-of-sight, out-of-mind feeling for your audience, which ultimately crashes the effectiveness of content, even if it is good. A content calendar can change this. 5. Track the Data While it may not always be the first priority, using a content calendar allows you to easily track your data. Content should continuously improve on itself, and when you can clearly see what resonates with your audience, you can easily make tweaks to your strategy. Information and numbers remove the guesswork from content marketing and social media while you see results in your business.  What Does A Content Calendar Include? Now that you know the what, let’s jump into the how of creating a content calendar. Here’s a general guideline for figuring out what works the best for your business.  First things first, give your content a once over and audit everything. You can see your audience, what campaigns and posts are your best performers, and where there are gaps in your content strategy.  Your next step is to define goals from the information you gathered. Do you want to produce new leads? Direct readers to your website? Grow your number of Facebook followers? Setting out with a goal to work backward from will help you brainstorm better content more efficiently and quickly.  Next, you are going to create a template for your content calendar. Google Sheets is a free and straightforward tool to use. You’re going to decide on blog posts, social media platforms, and other forms of engagement that work well for your local business. Don’t like the idea of using Google Sheets? HubSpot offers a free downloadable template for excel that will make planning your content planner smooth and breezy. Trello is a content planning platform that offers a free option to help you content plan like the boss you are. It can be easier to develop a content calendar for one to two months to work out any bugs and keep on improving. With the important dates penciled in, fill in the gaps with a mixture of content that creates consistency for your small business.  Feeling a bit stretched thin to fill in all the gaps? Schedule in evergreen and prior content that is still relevant to your business. Unleash your creativity and invest some time into building your virtual storefront.  Facebook’s (now Meta) resources section has free and accessible resources that lay out all the aspects of planning and setting up a great content calendar in spectacular details. Go check it out! By utilizing some of the strategies and resources mentioned in this article you will save time, money, and effort by developing a content calendar that works for your local business. This will be a game-changer for local business owners who are doing content marketing in-house.   So, what are you waiting for? Instead of just shooting from the hip each week on social media - It's time to implement a content calendar to ensure you’re reaching and engaging with as much of your audience as you can.

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