Month: May 2014

How to Use SnapChat, Instagram and Vine for Social Media Marketing

At xAmplifier, we want to ensure that your company’s digital reputation is thriving. One way to maintain social media presence is by using photo and video websites like Snapchat, Instagram and Vine for social media campaigns.
 
Rather than spend your company’s time, energy and money on a 30-second commercial or full-scale magazine ad, you can easily and more effectively market your brand by creating and posting a short 10-second clip or a small image on one of these popular social media sites.
 
There are certainly a few factors to consider when using these sites to market your company.
 
Choose Your Platform

Snapchat
This photo messaging application allows its users to create photos and videos, add text and drawings and send these “Snaps” to a controlled list of recipients. Users can set a time limit for how long Snaps can be viewed, currently ranging from 1 to 10 seconds, after which they disappear. The app is a great way for companies to send short and fun photo and video messages to multiple customers. The downside is that these messages can be viewed by customers only once before they disappear forever. Taco Bell was the first major brand to launch a Snapchat campaign last year when they used the social media app to reintroduce the Beefy Crunch Burrito.
 
Instagram
An online photo and video sharing service, Instagram lets users take pictures and videos, apply digital filters and share them on a wide variety of social networking sites, from Facebook to Tumblr to Twitter, a great feature for companies looking to broaden their digital presence. Photos are confined to a square shape and videos are limited to a length of 15 seconds, but as social media evolves, shorter videos are becoming a popular way to reach customers. Mercedes-Benz used the online service to market the brand’s new car, the CLA-Class.
 
Vine
A mobile app owned by Twitter, Vine allows users to create and post short looping video clips with a maximum clip length of six seconds. Companies can share these clips either on Vine’s social network or other sites like Twitter and Facebook. Last September, Dunkin Donuts became the first company to use a single Vine as an entire TV ad during ESPN’s Monday Night Football pregame show.
 
Determine Your Audience
 
As we discussed in a previous newsletter, customer demographics are crucial when determining which social media sites to use. For example, if most of your customers fall into the 50 and up age range, they likely do not have Instagram, Snapchat or Vine accounts, so marketing on these sites would not help your company.
 
However, if your company targets younger customers, especially those in the 18 to 29 age range, these photo and video sites might just be the perfect way to reach your target market. Research your customers and figure out which social media apps they’re using. If they’re constantly posting Instagram photos, the photo and video sharing site could be the best route to improve your brand and digital image.
 
Add a Personal Touch
 
Since videos and images are available for just a short time with Snapchat, you only have a small window to leave an impression on your audience. Therefore, it’s important that you connect with your target customers during that brief window in order to build strong brand loyalty.
 
You want to leave smiles on your customers’ faces and gain their interest, so don’t be afraid to add a personal touch to your Snapchat campaign. It’s the best way to connect with your target audience and keeps your campaign from looking or sounding too corporate.
 
Maximize Sharing
 
If Snapchat’s rapid-fire action is not the best fit for your company, you can still check out the benefits of social media apps like Instagram and Vine. You can use these apps to create short and sweet behind-the-scenes videos and photos to uniquely connect with your target audience. Your followers can even share their own images and videos with you, allowing you to gain more reach than you would with direct connections.
 
With the evolution of social media comes a decrease in attention spans, so it’s crucial that you keep your marketing campaigns concise yet impactful. Vine, Snapchat and Instagram are great social media tools and can be just as effective if not more than traditional commercials and ads in inspiring brand loyalty.
 
Interested in learning about other social media strategies or services for engaging and expanding your customer base? Contact xAmplifier at sales@xamplifier.com or866.363.6434!

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Utilizing Customer Profiles to Reach Your Ideal Clients

When developing a marketing strategy, it is all too easy to focus on your business: What products or services do we want our customers to buy? Which strategies will result in the biggest sales for us? How can we raise our conversion rate?

Questions like these lead to a kind of myopia that can cause you to forget about the more important point of view: your customers’. What do THEY want from you? Which features of your business do they view the most positively? What do they view negatively? Which information do they want to know before making a purchase decision? These are the truly important questions to ask before implementing your marketing strategy. The best way to keep the emphasis on the customer is to develop customer profiles as part of your plan.

What Is a Customer Profile?

A customer profile, or persona, is a description of your ideal customer. It contains broader demographic information about them, but also what their goals are in their relationship with your business, the kind of information that will matter to them, and even how they will find you. In order to build an effective customer profile, you need to consider several factors:

Who Are You Selling To?

Is your ideal customer an individual or a business? Small business or large company? What industry are they part of? Obviously, there is more than one type of customer you are aiming to attract, so you’ll want to flesh out a persona for each type of customer you’re after: the owner of a small business looking to expand, the manager looking to improve a specific element of performance, the large company looking for an outside solution to a problem.

Demographic Information

Depending on your company’s products or services, some of the things it may be useful to know about your customers could include age, gender, ethnicity, education, location of residence, socioeconomic status, income, employment status, religion, marital status, home/car/pet ownership, language, or mobility. Include whichever information (not limited to these) that may be relevant to your client base.

Customer Motivation

Think about why your customer is seeking you out. Are they looking to expand into your sector for the first time, or are they displeased with a prior service provider and looking for a replacement? What specifically will they want from you in terms of products and/or services?

Information

Consider what type of information will be most persuasive to this client. Do they want a broad overview of your services, or are they more interested in detail? Do they want to see numbers and charts? Case studies of past clients? Testimonials of your performance?

How They Find You

Factor in where your potential clients will hear about you. Will it be through an online search? What terms are they likely to search that will bring them to your website? What type of material do you want them to find when they get there, based on those searches? Will they discover you on social media? On which social media site?

Bringing It All Together

Once you’ve considered all this, you can create several customer profiles for your different client types. These personas will be general, but with enough detail to help you tailor your marketing approach to each one, giving them the type of information they want and highlighting the aspects of your company that are most relevant to them.

However, these customer profiles are only as good as the information that goes into them. If you misjudge your customers or their motivations, you may find yourself marketing to a client that doesn’t exist. xAmplifier’s software helps avoid this problem by giving you vital insights into your past, current, and prospective customers: demographic information, social media and online review site preferences, the aspects of your business that drove them to choose you or that they didn’t care for. Information like that leads to strong, accurate images of your customers and allows you build effective customer profiles.


If you’re interested in learning more about how xAmplifier can fuel your customer profile strategy, you can contact us at sales@xamplifier.com or 866-363-6434.