E-Commerce: The Difference Between Driving Traffic and Driving Conversions

Have you ever wondered why your advertising tactics haven’t been driving the expected number of conversions? The answer is, you may be choosing the wrong ad types. Learn the difference between advertising for traffic and advertising for conversions in this Forbes article by SS Digital Media’s Founder, Nick Skislak!

“Companies often mistakenly set goals of getting more conversions but take actions to drive more traffic. While there is a relationship, it’s not as close as you think.”

Read Nick’s full article here or watch his video discussing the topic!

Why Your Facebook Marketing Isn’t Working

Why Your Facebook Marketing Isn’t Working

Feel like you’ve been wasting your time and energy attempting to market your business on Facebook? Don’t stress. Here are a few reasons why your current Facebook marketing efforts may not be producing results.

You Don’t Have a Strategy

Successful marketing on Facebook, or any other social media platform for that matter, requires a detailed plan. Before you can expect to see results, sit down and map out your end goals, along with the strategies or tactics it will take to achieve them. This should include audience research, specific types of content and a thorough look at your current social efforts.

There’s No Call To Action

How will users know what to do if you don’t tell them? This can be resolved by providing your followers with a direct call to action. Whether you’re asking them to give you a call, download a pdf or schedule an appointment, include this action throughout your pages and posts.

You’re Not Targeting Your Audience
audience

Social media gives the illusion that it can reach anyone and everyone. While this “spray and hope for the best” approach is technically possible, it is not exactly wise. Think about who is actively engaging with your Facebook content. This information will help you create more specific and interesting content targeted to who you’re trying to reach, resulting in higher conversions.

You’re Not Engaging

The 24/7 world of social media means users are always engaged. The question is, are you? It is highly important to be tuned in to your social media at all times, or the very least multiple times a day. Questions, comments, messages and any other user interactions on your page should be answered within hours of original posting. This tells users you’re listening and you care about what they have to say.

This doesn’t just apply to questions and positive reinforcement. Even if a user leaves a negative response, it is key to reply. A simple acknowledgement or explanation can go a long way in the eyes of a customer.

You’re Not Watching the Competition

Pay close attention to what your top competitors are doing with their Facebook marketing. If they’re successful, see how you can repurpose their strategy to fit your needs. If they’re not, try to figure out why. Doing this can help you avoid repeating their unsuccessful efforts.

 

Successful Facebook marketing isn’t easy. However, if you take your time, do your research and continue to experiment and improve, the possibilities are endless.

Google Senior Healthcare Marketing Event: Full Recap

Google Senior Healthcare Marketing Event: Full Recap

We celebrated Valentine’s Day in the best way: by heading to Google Ann Arbor for an exclusive senior healthcare industry event. SS Digital Media Founder, Nick Skislak was joined by Google representatives Isha Vij and Taylor Kobryn. The discussion included a focus on digital marketing and its benefits for the senior healthcare industry.

 

Check out some of the key takeaways from the event:

  • Social media is more than just creating content. It’s about listening and interacting with your audience.
  • Life is made of tiny micro moments — moments when a customer experiences something that requires an immediate answer. Make sure you are there when your customers need you.
  • The need for senior healthcare is only going to increase. The projected U.S. population ages 65+ in 2050 is 83.7 million people.
  • More than 2 billion people use Google on a daily basis. If you’re not advertising here, you should be.
  • In Michigan alone, Google ads for senior health care are receiving more than 1 million impressions a month.

Following the discussion, we took an exclusive tour of the Google Ann Arbor office. Did you know, at Google you’re never more than 150 feet away from a microkitchen? How cool is that!

Creating Content Guidelines

Creating Content Guidelines

When creating content for a client, it is important to be consistent. Each element created must remain true to the client’s brand image. A brand image is the way in which a client wishes to be seen by the public. Creating guidelines ensures that content matches the client’s brand and is created in timely manner. Learn how to create content guidelines with these tips from SS Digital Media.

Create Consistent Copy Guidelines

When writing copy, be sure that the tone and voice of your words match the brand of your client. Brands that want to be seen as easy-going can have a more down-to-earth type of writing. However, if a client or brand is more serious, be sure to stick to a more professional tone.

It is also important to keep phrasings consistent. Short, brief phrases can help to build a brand image. If you create a phrase that your client approves of, be consistent with using it to associate it to the brand. Creating a content guideline including keywords, phrases and tone descriptions can help with this consistency.

Designate Specific Design Elements

Design elements can also benefit from the use of content guidelines. Just like copy, it is highly important to create a consistent brand image. Guidelines for specific design elements can help a consumer easily identify your brand without even needing to read a word. Design elements to consider when creating guidelines include, but are not limited to:

  • Colors
  • Shapes
  • Photographs
  • Imagery, and more!

Ensure Content is Created and Implemented

Strict guidelines must be established for the creation, editing and implementation of content. Perhaps the most important, these guidelines ensure that new and updated content is regularly created and posted for the client. These guidelines, along with design and copy guidelines, make sure that all content is client-ready upon completion.

SS Digital Media attends Michigan Boating Industries Association

SS Digital Media attends Michigan Boating Industries Association

Our founder, Nick Skislak recently spoke at Michigan Boating Industries Association on December 7, 2016. SS Digital Media was invited to speak about digital marketing and why it is important for boating companies to implement it in their business marketing strategies.

Nick focused on a few main points, including:

  • The importance of being on social media channels
  • How to measure your content and its value
  • What to look for when monitoring website traffic
  • How to make Google Adwords and Analytics your best friend when trying to find new leads and show up in search results
  • How a lot of boating companies are not using their digital marketing efforts correctly.

Watch the full video here:

Monitoring the Social Media Chatter

Monitoring the Social Media Chatter

Perception is everything. No matter the industry you represent, the way consumers perceive your name has a lot to do with the success of your company. In the world of social media, opinions and perceptions have the ability to travel miles within seconds.

Is your business shaping the conversation or are others determining the perception of your brand? To survive in the digital world, it is crucial to proactively take measures to monitor the social media chatter for your brand and industry. Follow these tips to ensure that you’re in control of your perception, not that your perception controls you.

RELATED: What is a Business Blog Post and How Do I Write One?

Follow the Trends

Write content that is relevant to your target audience that can spur a response.

Are you writing great content but having trouble finding an audience that will engage? While promotional posts are great for showing off a new product or service, sometimes they don’t perpetuate the buzz you’re looking for. Relevant engaging content doesn’t away directly relate to your product or service, but it can get consumers engaged in a dialogue on your page, which in turn helps promote your brand as an authority in your industry.

Respond Appropriately

When consumers actively reach out to your page, it is crucial to make them feel as if their opinion is valued. There are different etiquettes to follow for different social platforms:

Facebook: Quick answers can boost your page’s rating

monitor social chatterFacebook allows for consumers to voice their opinion in a more descriptive manner due to no character restrictions. Be sure to answer these opinions with descriptive comments of your own since these conversations are available to the public. 

Also, if you own a business page on Facebook, you get rated based on your message response rate and time. Try to answer messages within a 2-3 hour timeframe if possible to help boost your rating.

Twitter: Limit characters, engage followers

Unlike Facebook, Twitter has a limit of 140 characters per tweet. This means that opinions and chatter are less descriptive and usually require a somewhat witty response. When tagged in a tweet, try to reply as soon as possible. Consumers really appreciate a well-constructed, timely reply and these can typically get a lot of retweets, giving your brand more exposure.

Monitor Your Own Chatter

Ensure that employees are aware that they are representing your brand in everything they post online.

keep chattingEven professionals like to get personal sometimes. Today, almost everybody has some sort of personal social media account, even your employees. On websites like Facebook and LinkedIn, you are even able to identify your employer and title on your personal page.

Nothing hurts brand image more than a sour employee taking out their rage of working a 10-hour shift on social media. Make sure your employees are aware of the brand they are representing and that they understand the consequences of poor social media etiquette.

SEE: How Not to SEO

Keep Chatting

Keep relevant, stay consistent, and never stop posting.
Just like how Rome wasn’t built in a day, neither is a good social media plan. It looks artificial to consumers when you have a string of posts or tweets followed by silence. The key to a successful social media campaign is to consistently update your followers with new posts and engagement. Be active on your social pages so you can control the things being said! It is impossible to control your perception if you are never adding anything to it.