Social Marketing Tactics Every Business Owner Should Be Using

Small local businesses, global enterprises, you have something in common – regardless of your chosen market and busyness type, you should strive for social media dominance in order to boost recognition and pave the road to long-term success. Quite simply, we live in a social-media-driven world, and it would be a terrible waste if your brand didn’t try to reach the eyes and ears of a three-billion-strong social media audience.

However, the road to social media superstardom is not as short and picturesque as you might think, as the overly-competitive arena begs of companies to up their social marketing strategy and fight fiercely to surpass the competition. With that in mind, let’s take a closer look at some of the best social marketing tactics that will help your marketing strategy propel your brand towards new heights.

Define your social media goals

First things first, it’s not just about being present on social media or posting whenever your social media manager feels like it – it’s about having a clear battle plan, supported by realistic and attainable goals. So, much like your other departments, your marketing team needs to set up S.M.A.R.T. social media goals that are:

  • Specific – what do you hope to achieve on social media? Improved click-through rate? Better brand awareness? More conversions? All of that and more? Good, you can move on to the next step.
  • Measurable – how will you measure your performance on social media? You need a quantifiable metric that will tell you exactly how many new visitors, followers, and customers you’ve gained. Remember, without hard data, there’s no way to gauge your progress.
  • Attainable – every social media goal needs to be realistic and attainable. Supported by an amazing brand identity, you can hope to make a boom in the social media arena, but don’t expect to gain millions of followers in six months’ time.
  • Relevant – why post anything if it’s not going to benefit your company, its recognition in the market, or help you gain new followers? The SM goals you set need to be relevant for your business, but they also need to be relevant for your viewership. After all, they are driving force behind your success.
  • Timely – deadlines are important, they give your employees the incentive to push for better results and they make goals easier to reach. If you attach a deadline to a social media goal, you’re more likely to achieve it efficiently and effectively.

Choose the best platforms accordingly

Every business should be present on every social media platform out there in order to expand its reach and grab the attention of numerous audience types. However, not all SM networks were created equal, and not every SM platform will benefit your brand equally.

With that in mind, it’s important to research your most relevant channels of communication and focus on growing these instead of wasting your time appealing to a nonexistent audience somewhere else. For B2B brands, it’s usually a network like LinkedIn or Google+ that will be the most fruitful, while B2C brands can make great success using Instagram and Facebook.

Focus on content marketing

In the online world, content is king for a myriad of reasons. Simply put, stellar content is what will separate your brand from the competition and establish an emotional connection with your audience. However, even though your content needs to be in line with your brand identity, you should also gather relevant feedback by posting paid surveys online and incentivizing your audience to share with you their likes and dislikes.

Deep industry insights such as these will go a long way in boosting your entire social media and content marketing strategies, giving you the information and drive to craft amazing content across the board. Be sure to diversify your content pool as well in order to make it shareable across all relevant SM platforms.

Never let your accounts fall silent

A silent account is no different than a nonexistent one. If you fail to post stellar content on a regular basis, you will lose the interest of your followers and your SM strategy will suffer as a result. After all, how do you expect to grow your audience if your reach has plummeted?

Remember, regular posting builds traction and interest, so it’s not just about wowing your audience with amazing storytelling and relevant information, it’s also about putting that information in front of them every single day.

Combine stellar content with influencer marketing

Last but not least, every growth-oriented company should leverage influencer marketing to gain better exposure, extend its reach, and boost brand recognition and trust across the online universe. A useful trick you want to implement from the get-go is actually focusing on landing micro-influencers instead of their multi-million-follower counterparts.

Why, you ask? Because micro-influencers that only boast a couple of hundred thousand followers tend to preach a more trustworthy story, and they tend to have loyal followers who actually act on their trustworthy advice.

 

Social media marketing should be an inextricable part of your overarching digital marketing strategy if you want to make it big in the online world and attract the expansive digital audience towards your brand. With these winning tactics at the ready, you can go ahead and propel your brand towards long-term social media dominance.

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[INFOGRAPHIC] 5 tips for optimizing your LinkedIn InMail

In this blog post, we will present 5 tips for optimizing your LinkedIn InMail. You will find out easy, but effective tricks for improving the open and response rate of your InMails.

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Why should you improve your LinkedIn InMails?

Did you know that 87% of professionals are willing to consider a new job opportunity, even if they are not actively looking for the job at the moment?

And the perfect way to reach them is by sending them a message on LinkedIn – so called LinkedIn InMail.

InMailis the LinkedIn’s messaging feature that allows you to send messages to anyone on LinkedIn, even to people outside your network.

Potential job candidates are far more likely to respond to recruiters’ messages sent via LinkedIn than regular email.

The average response rate to LinkedIn InMail is 85%, which is 3 times higher than a response rate to a traditional email.  

This is why successful recruiters use LinkedIn InMail to find and hire the ideal job candidates.

5 tips for optimizing your LinkedIn InMail

Here are the 5 essential must-follow tips for optimizing your LinkedIn In Mail that will help you become a pro at talent scouting:

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1. Personalize

Research shows that sending a single, personalized InMail (as opposed to sending bulk messages to many candidates) will increase your response rate by 30%.

2. Connect

Don’t just sell the job – build a long term relationship with your potential candidates.

Even if they aren’t available or interested in your current job opening, they might be eager to hear about some of your future job positions.

3. Focus on candidates

You InMail should be focused on your candidates’ needs, not your own.

Make it clear how your role can help them achieve their goals (and dreams!).

4. KISS

Stick with the famous KISS rule – Keep it short & sweet.

According to LinkedIn’s research, InMails under 100 words get the highest response rates.

5. Think outside the box

Successful recruiters aren’t afraid to think outside the box.

Get creative: feel free to use humor, try something new and experiment!

Social Media Recruiting: How to recruit on Facebook?

Social Media Recruiting: How to recruit on Facebook?

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One of the biggest trends in recruiting over the past few years has been the use of Facebook to attract and convert talent. This practice even got its own buzzword – “Facebook recruiting”. So what is it exactly and how to do it #likeaboss?

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What is Facebook recruiting?
Simply put, “Facebook recruiting” is the process of recruiting (potential job candidates) through the use of Facebook. You can use Facebook to source, attract, convert and hire new employees. “Facebook recruiting” is a form of social recruiting and a vital part of recruitment marketing.

The benefits of Facebook recruiting
Here are the top 3 benefits of Facebook recruiting:

1.) Facebook is the biggest talent pool

Facebook is the largest social network site in the world: it has over 2.07 billion monthly active users, so more people will come across your recruitment ads on Facebook than on any other platform.

2.) You can reach active job seekers

It’s little known that active job seekers prefer Facebook – research shows that there are more job seekers on Facebook than on LinkedIn!

3.) You can also grab the attention of passive job candidates

Passive candidates are those candidates who are not actively looking for a new job, but would be willing to accept a better offer. Facebook is a great tool that can be used to get in front of these people.

How to recruit on Facebook: Step-by-step guide

Step 1: Find potential candidates

Did you know that you can use Facebook as a proactive sourcing tool? Facebook has a powerful built-in search engine, called Graph Search. Graph Search utilizes publicly-available information listed on Facebook users profiles. Facebook Graph Search allows you to find candidates who meet specific criteria using filters (e.g. city, education, company etc.).

Step 2: Create a Facebook page

Your company probably already has a Corporate page, but you should think about opening a Career page too because the audience and message you deliver on those two pages should be different. On your Corporate Facebook page you talk to your customers, and on your Career Facebook page you talk to potential employees.

Step 3: Share your company culture

If you display a great culture within your company, people will want to become a part of it! Post photos and videos which show what it’s like to work at your company. Facebook makes it easy to be visual with your storytelling. People want to be able to envision themselves working for companies, so here photos really are worth a thousand words.

Step 4: Create a job ad

Start by considering your tone of voice, which should be a reflection of your business’s personality and the vacant position you are looking to fill. Next, find or create an eye-catching image. Following, think of a great copy! This is your chance to communicate your key message in an inspiring way that will make potential candidates eager to work at your company!

In the end, don’t forget to add the target link that leads directly to a job listing.

Step 5: Free promotion of your job ad

There are two most important additional channels you can use to promote your job ads: Referrals and Facebook groups. Referrals on Facebook can be done with just one click and reach all of employees’ network on Facebook. Also, take advantage of: hiring groups, interest groups and student/alumni groups.

Step 6: Paid promotion of your job ad

Promoting jor job ads does call for a budget, but if done correctly, investing just a few dollars in promoting your job ad can really pay off bigtime! The reason why Facebook ads work so well in recruiting is because you can specify exactly who you want to reach. The targeting option lets you select location, age, education, interests etc. of the people you want to reach.

Step 7: Use Facebook Live

Facebook Live streaming makes it possible to interact with your potential candidates in real-time via live chats and videos. Live video session is a unique opportunity to introduce your team, give a tour of your office and answer candidates questions in a real time and in a really engaging and fun way!

So should you do Facbook recruiting?

Facebook is and will continue to be a powerful recruiting tool in 2018. With new features rolling out and new trends emerging, we can expect a lot of new opportunities for recruiters, HR professionals, business owners and small business CEOs to connect instantly with thousands of high-quality candidates through Facebook.

Employer Branding on Social Media: Best Examples

Employer Branding on Social Media: Best Examples

Browse the best Employer Branding examples found on Social Media and learn how big brands use Social Media to promote their Employer Brand and attract top talent.

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Employer Branding on Social Media: How to do it?

You have probably already heard that you should put more effort, time and money into promoting your Employer Brand on Social Media.

What nobody is telling you though, is how exactly to do that.

What type of content should you publish on your company’s social media profiles in order to portray your company as a favourable employer?

Here are 8 inspiring examples of great content big brands use to promote their Employer Brand on Social Media.

1. Employees’ testimonials

Feature your employee stories and testimonials.

Sharing their personal stories will make it easy for your potential candidates to see what type of people you are looking for.

Example: Marriott

Marriott International, Inc. is a leading global lodging company with more than 6,000 properties in 122 countries and territories.

Marriott has a great Instagram page called Marriott Careers, where they often feature their employees’ testimonials.

Are you ready to meet Duffy?! 🙂

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2. Office and workplace

Share the videos and photos of your office environment.

Don’t worry if you don’t have the coolest office space ever.

Most candidates don’t expect you to have a huge yoga studio or a video game room in your office.

They just want to see the space where they could be spending the majority of their day.

Highlight details of your office that send out the good vibe. Maybe you have a cozy coffee corner. Or a great view. Or some interesting posters on the walls.

Example:

L’Oreal’s Instagram career page is called L’Oreal Talent.

Although L’Oreal surely has many of those offices “to die for”, they still keep it real by posting photos of their employees’ desks.

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3. Perks and benefits

Make sure you also highlight perks and benefits you offer to your employees.

Example:

Here is another great example form Marriott’s Instagram page.

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Your company probably can’t offer an employee discount for a vacation on exotic islands. :sigh:
But hey, you company surely has something special that you offer to your employees, weather it is flexible working hours, tuition reimbursement, gym membership, free lunch etc.

4. Company culture

A great company culture is based upon positive relationships with colleagues, managers and company’s leaders. You should send a message that your company culture is characterized by trust, collaboration, team spirit and support.

How can you do that?

Example:

Here is an absolutely brilliant example of showcasing company culture on Microsoft’s Instagram page.

Microsoft know that a little sign of appreciation and support can mean a world of difference. ♥️

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5. Company events

Besides your business related events, it is also important to present your events which are not directly business oriented.

These events include team building activities and any similar events and social gatherings of your employees, such as parties, celebrations, special occasion etc.

Example:

Nanobit is a company specialized in developing and delivering mobile applications and games.

They often organize saturday Game Jams where their employees gather in office to play games, socialize and have some fun together in a relaxed and cozy atmosphere.

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6. Awards

Make sure to highlight every award, certification and recognition your company receives.  Celebrate your success and don’t forget to thank your employees for their hard work and commitment to a higher cause.

Example:

HubSpot is an inbound marketing and sales platform that helps companies attract visitors, convert leads, and close customers.

Hubspot has recently been awarded as the Best Place to Work in 2018. on Glassdoor. Here is their celebratory Instagram post.

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7. Recruiting content

Creating and sharing specialized recruiting content is a must if you want your company to be perceived as a serious employer.

But what do I mean by “specialized recruiting content”?

Recruiting content is a social media content created created with a goal of informing your potential employees’ about your hiring process.

Example: Microsoft

Microsoft has a great Facebook career page called Microsoft Life.
Microsoft Life regularly hosts live interviews with Microsoft’s recruiters.

Potential candidates could send in their questions before the event and tune in during live broadcast.

Candidates who weren’t able to follow the live broadcasting can watch the recording of the event posted on Microsoft’s Facebook career page.

Live interviews are a great way to open a dialogue with your potential candidates and answer their questions.

Below you can an example of Facebook post Microsoft used to announce their event.

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Employer Branding on Social Media: Lessons learned

Social media makes it easy to be visual with your storytelling.

People want to be able to envision themselves working for companies.

A great way to enable them to do it is by using photos and videos across all your social media platforms.

Show off your Employer Brand by sharing stories, photos and videos of:

    • your employees testimonials
    • your office and workspace
    • perks and benefits
    • your company culture
    • educational, corporate and recruiting events
    • awards and recognition you won (especially Best places to work recognitions)
    • specialized recruiting content.

There is no magic formula for choosing the right type of content and communication channel that is guaranteed to work for every position and every company.

What will work best for you depends on your candidate persona. A candidate persona is a semi-fictional representation of your ideal candidate.

Based on your candidate persona, you will be able to define the right type of content and the appropriate channels to distribute it.

We hope that examples presented in this blog have inspired you and provided some interesting ideas you can use to create your own winning Social Media Employer Branding strategy! 🙂

Step-by-step guide: How to write, publish and promote job ads?

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How to write a great job ad? Where should you publish it and how to promote it to attract the best candidates? Find out in this easy to follow, step-by-step guide!

What is a job ad?

A job ad is an advertisement for an open job position.

The purpose of a job ad is to inform potential job candidates about a new opening and attract them to apply. In order to do that, an effective job ad will highlight interesting information about your company and the benefits you offer.

How to write a job ad that works?

Step #1: Start form job description

If you want to write a great job ad, you first have to have a clear job description.

An effective job description explains your company’s job position and contains all the details about the role you are looking to fill.

You can find some great examples in 500 most common job descriptions templates.

Step #2: Create your candidate persona

Now, take your job description and imagine a person that would be a perfect fit for this position.

This representation of your ideal candidate is called candidate persona. 👩 This persona is formed by defining the characteristics, skills, and traits that make up your perfect hire.

Step #3: Craft your job ad

To write a great job ad, you have to go through few steps – the great 4 Ws. Your job ads need to answer the questions: What, Who, Where and Why. By following this 4 Ws, you will outline the structure of your job ad.

  • What is the job?

 Write a clear job ad title and list the main job responsibilities form your job description

  • Who is your ideal candidate?

List qualifications related to education, previous working experience, technical and soft skills of your candidate persona.

  • Where is your job located?

This is one of the main criteria job seekers use in job search, so be sure to mention it!

  • Why would someone want to work for your company?

Briefly introduce your company and focus on the benefits you offer. Include information about the salary range, exciting projects and perks.

PRO TIP: Customize your job ad

This step is the secret of writing a great job ad that will attract your perfect candidate!

You need to customize the content and tone of your job ad to specifically target your candidate persona. Use your imagination and put yourself in your candidate persona’s shoes!

How to publish your job ad?

Step #1: Publish your job ad on your career site

First and most important, you should publish your job ad is on your company’s career site. Did you know that 60% of job seekers start their search on career sites?

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PRO TIP:
Here are our tired out tips and tricks that will help you get more job applicants from your career site.

Step #2: Publish your job ad on online job boards

Next, you should publish your job ad on online job boards.

Make sure to utilize the job boards where you can publish your job ads for free. Some of the most popular free job boards are Indeed, Monster, Simply Hired, Glassdoor, Stackoverflow and many others.

PRO TIP:

Here’s how to save your time by publishing your job ad on multiple free job boards with just one click!

How to promote your job ad?

If you want to attract high-quality candidates, it is not enough just to publish your job ad on your career site and job boards. Your best job candidates are passive job seekers, who are not actively looking for a new job. 75% of candidates are passive job seekers. That means they won’t be visiting your career site and searching job boards.

Step #1: Promote your job ad on social media

Social recruiting has become one of the most popular methods for finding and attracting best talent. Social recruiting is using different social media networks (such as Facebook, Twitter, LinkedIn etc.) to actively share and promote your job ads.

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PRO TIP:

Check out our easy to follow Complete Guide on Social Recruiting and learn how to recruit on social networks like a pro!

Step #2: Promote your job ad through referrals

Another great way to promote your job ads is through referrals. Referrals are one of the most effective and most productive modern recruiting tactics. When using structured employee referral programs you can ask your existing employees to help you promote your job ads and motivate them with great employee referral rewards.

PRO TIP:

Learn how employee referral programs can improve time, cost and quality of hire.

Useful tools

There are many different tools and applications that can help you promote your job ads on Facebook, set up referral programs etc. You can check out the Ultimate list of best HR software by type and chose the one you need.

PRO TIP:
There are also all in one type of software that can help you with all phases of posting jobs, form writing to publishing and promoting.
With these modern recruiting tools you can access free job description templates, build beautiful career sites (no coding needed!) and publish your job postings on multiple job boards with just one click. You can also set up employee referral programs, create engaging email campaigns and easily share your job postings on social media – all from one easy to use platform!

How to Build a Stellar Brand and Rock the Social Media Ecosystem

In a vast and diverse online landscape, there are many channels and tools to explore. In the midst of all the digital hustle and bustle, major social platforms stand as real giants. From their shoulders, brands can extend their reach and make their messages resonate with a global audience.

Indeed, many businesses have managed to work miracles with their social media accounts. They became globally recognizable and have enhanced their bottom line in the process. But, make no mistake that this is a huge endeavor. Namely, one has to find a way to form a killer strategy and execute it in order to stand out among cohorts of competitive brands.

A tumultuous social age

Social media platforms are a next big business frontier. Consumers flock there to casually share and comment, but also interact with brands and get to know their human face. This creates immense opportunities to engage and delight. Of course, making it happen is much easier said than done. It requires a rock-solid strategy and a long-term commitment.

One of the first things to figure out is which network to pick as a distribution channel. You might want to use more than one but bear in mind that spreading yourself too thin is not the best idea, especially if you’re working with limited resources. The basic rule is simple: You have to be present on hubs that your target audience frequents.

An angle of approach

A thorough research is the cornerstone of your branding strategy. It allows you to tell in advance, with relative certainty, whether your campaigns will hit the mark or not. Just be aware that adults aged 18-34 are the most likely to follow a brand via social media (96%). So, if you cater to the older population, you might want to think twice before investing in branding there.

In general, networks with the largest user base (like Facebook and Twitter) offer an unparalleled reach and should be considered first. Then again, there are some niche platforms that could make sense in terms of what you do and industry sector you operate in. Likewise, image-heavy networks such as Pinterest and Instagram are a great marketing landscape to dispense your product photos and other visual assets.

Name of the social game

In any event, once you weigh all the pros and cons and identify the best channel, come up with a game plan on how to engage the audience there. To get inspired, you can take lessons from some of the best thought-out campaigns out there. They all have something in common: a deep understanding that modern businesses must add value to the lives of the customers.

Moreover, established brands are well aware that social media profiles pose powerful customer service tools. They provide around-the-clock support and display impressive responsiveness. Also, they keep up to date with prominent trends such as the surge in mobile usage. There were 2.56 billion of global social media users who accessed those networks via mobile devices in 2017. Therefore, it is of the utmost importance to tailor the experience to their wants and needs.

Coming on top

There are some other trends that enable your brand to get into the limelight. Visual content reigns supreme: it is 40 times more likely to be shared than other types of content. So, ramp up your image and video production capacities. Quality content is an integral part of all good campaigns. Just make sure to produce a regular stream of it in accordance with your content calendar.

Furthermore, note that, although people discuss brands quite a lot, 96% of users does not actually follow brand-owned accounts. This is to say that businesses have to get creative and navigate around the distrust or weariness that users tend to exhibit towards businesses. The trick is to look beyond your corporate channels and launch campaigns that deviate from the traditional advertising logic.

Stay vigilant

Next, let us address one thing that often gets overlooked: keeping track of key performance indicators is vital. In other words, implement a robust social media monitoring strategy. Monitor non-branded conversations for brand mentions. Evaluate your engagement rates and how many social signals you generate. Actively manage brand health at all times. Stay flexible and adjust your strategy should it fail to bear fruit.

This may seem like a daunting task, but rest assured that social media branding pays rich dividends in the long run.

Around 71% of customers who have had a positive experience with a brand recommends it to others. Hence, you have a chance to make the most of word-of-mouth promotion and spread awareness far and wide.  Finally, remember that social signals, although not an official ranking factor, do affect your position in the search engine result pages (SERPs).

Polishing the competitive edge

Social media networks are major public arenas for brand-building. Before diving in, you need to test the digital waters and use acquired insights to create targeted campaigns.

Create a branded environment where customers feel appreciated and valued. Keep an eye on trends to stay on top of the game. Learn how to tell an engaging story and social media user people in. This should enable you to build lasting foundations of trust with your existing customers and win new people over at the same time.

Carry out branding with the maximum marketing impact: Get the word out there and cut through the marketing noise like a knife through hot butter.

The Importance of Social Media for Landscaping Businesses

The Importance of Social Media for Landscaping Businesses

Social media has had a significant impact on the way businesses operate online. While running a website is still the cornerstone of online presence for many companies, it is becoming increasingly important to utilize social media in any serious online promotion strategy. Landscaping companies are not an exception in this regard. Implementing a social media marketing campaign is vital for promoting services such as landscaping, which used to rely on traditional marketing to reach new customers.

Although setting up a social media profile for a company is fairly easy, reaping the full benefits of social media marketing requires time and effort. To achieve maximum impact in the shortest amount of time, landscaping businesses need to understand the specific advantages of social media promotion, and how to best leverage them when developing their online business strategy. The following article will highlight the key aspects of social media marketing every landscaping company should take into account before engaging in social media marketing.

Benefits of social media

Social media promotion works by adding another layer of complexity to traditional marketing. Here is what you need to know.

1. Product Marketing

The most direct way to using social media to promote your business is by introducing your goods and services to users. Think of your social media page as a catalog of that you can update in real time. For example, whenever your company starts offering a new kind of garden layout, this new product should be announced with a social media post. Make sure to include the description of the product, its possible uses, its price, and at least a single picture. Social media users should get all the information they need to make a purchase if they’re in the market for the type of product you are selling.

2. Brand Awareness

In addition to advertising particular products, companies need to work on promoting their brand as a whole. The goal here is to form an association between the company name and a specific idea. A landscaping company like Oztech would, for example, highlight their expertise in awning, making sure to reinforce this idea throughout their social media channel. Using slogans, logos, and other company identifiers is a key component of establishing brand awareness in visitors.

3. Online Word of Mouth

While maintaining a social media presence requires constant work on the part of the company, this does not mean that promotion is wholly reliant on direct advertising. Social media sites are by definition places for discussion. Establishing a social media presence for your company enables it to become a part of the online conversation, giving it another promotion vector. If people online are talking about your company, you stand a much greater chance of reaching the target audience for your products. The goal is that whenever there is a conversation about landscape design, horticulture or earth removal, your companies name is on people’s lips.

4. Search Engine Optimization

The content you produce for your social media profile has one additional use – it can be reused on your website as well. This is important because content is a key component of optimizing your search engine rankings. Specifically, by using targeted keywords throughout your social media posts, you are establishing a regular source of SEO content, which you can then host on the company blog or website. The more content you have, the more likely your company is to become eligible for long-tail keywords relating to landscaping, which have a greater impact on conversions.

Social media platform overview

Each social network has the potential to benefit a landscaping business in different ways. Here are the three major platforms every company should use to their best advantage.

1. Facebook

Facebook is the one network you should be using by default. The sheer size of its userbase guarantees that even a minimal investment in social media marketing can bring tangible benefits to any sort of company, including landscaping oriented ones. As a platform, Facebook gives companies the tools to promote themselves through multiple kinds of content, including text, images, video, ads, online communities, and more.

2. Linkedin

Maintaining a Linkedin profile is essential for establishing connection with other businesses related to landscaping. Arranging cross-promotion deals with these companies is an important step for taking your online marketing strategy to the next level. Linkedin is a great source of business-related information as well, offering guides, statistics, and advice from industry leaders.

3. Instagram

When it comes to image-based promotion, Instagram is the top player in the market. By posting quality images to your company profile, you are establishing yourself as an online taste-maker, which attracts aesthetically minded people. These individuals potentially have a large number of followers, so appealing to them gives your business greater viral marketing potential.

Marketing Technology: How to Modernize Your Advertising

Marketing Technology: How to Modernize Your Advertising

Online platforms have revolutionized the marketing industry and have proven to be quite the game changer for advertising products. However, marketing tools are constantly evolving, so it is important for companies to always update their strategy by keeping up with the latest gadgets and software tools.

To take the brand to the next level, a business should apply diverse marketing services that focus on different aspects. Traditional methods focused on television and radio commercials as well as newspaper ads or simply putting marketing material in a mailbox and hoping for the best do not work anymore.

Though advertising via television can still have some impact, there are numerous digital marketing strategies that can have a more direct and closer influence on the public.

Modernize Your Advertising Strategy

Marketing technology offers several ways for the business to be seen on the digital media. First of all, it is crucial to build a website that provides information about the company which can be easily found via smartphone.

Around 50% of mobile searches end with a purchase, not to mention the benefits of tablet and computer browsing, but you need to make sure that your site comes up on the first search engine results page. This is why you should hire an expert or a marketing company for search engine optimization (SEO).

To make the brand stand out from the others, create a creative and memorable business logo and use visually attractive colors. Visual aids are 43% more effective, as 90% of our knowledge is influenced by them. Alluring images and videos improves the business campaign and attracts more customers.

Another helpful way to start with online advertising is by posting ads on popular social media sites. For creating a successful social strategy, your marketing team should be familiar with each platform and focus on engaging your target audience. Following are the most popular social media websites:

  • Facebook – The biggest social platform with a billion active users. An excellent opportunity to connect with people from all over the world and make a global impact.
  • Twitter – For sharing updates, images, videos and links. It is one of the top 10 websites in the United States, with over 300,000,000 active users.
  • Instagram & Pinterest – Two excellent social media platforms for sharing photo and video content.
  • YouTube – With over a billion users, YouTube is a great way to spread your brand message via video, offer tutorials and other useful information and make money along the way.
  • Snapchat – This app is specifically designed for mobile devices, with content disappearing after 24 hours. The application gives you the chance to see how many specific users have viewed the post, while the pressure of polished content is removed as the post disappears at the end of the day.

Get More Involved

After completing the initial steps, now is time to engage with your audience. Using the latest marketing technology is not just about promoting the business, but also being involved with the customers.

A company should pay attention to the language it uses in its branding and the message it sends, and there are several steps for developing a better connection with social media platform users:

  1. Not every post should be about the business – The message can get lost if the network is jammed with continuous posts about your business offerings. The company needs to be involved with the community and share valuable content to keep the interest of the followers.  
  2. Share the expertise – People love eye-openers. Provide and share the knowledge and helpful facts on interesting topics. Provide a better insight on the business and its message. Encourage people to vote, leave feedback and ask questions.
  3. Online reviews and ratings – Create a profile on review sites. Based on the online reviews and overall rating, a company can thrive or sink. It gives added value to established businesses and a unique opportunity to gain insight on customer demands. In addition, if the rating is high, it is a great form of social proof that can be shared on other social media to boost your reputation.
  4. Facebook live – Streaming live special events make your loyal customers feel like they are a part of a community and that their favorite brand values their opinion.
  5. Business organizations – Organizing events covered with by both online and traditional media and news will raise the company’s presence, as well as improve the moral of the employees.

Helpful Tools of Marketing Technology

Although adopting the cutting-edge tools of marketing technology may seem intimidating, they are actually a precious commodity. Depending on the business model, whether it is B2B (selling products or services business to business) or B2C (business to customer), there are software products applicable for every category:

  • Marketing automation – Repetitive tasks such as social media marketing and website maintenance can be simplified by use of marketing automation.
  • Tag Management – A tag manager can enhance your online marketing performance by including numerous tags on trending websites.
  • CDN (Content Delivery Network) – Ensures a faster online respond and downloading time for customers.  
  • DMP (Data Management Platform) – An excellent software tool for storing information.
  • CRM (Customer Relationship Manager) – A program for organizing and synchronizing marketing, sales, technical and customer support.
  • Analytics & Tracking – Track the overall business performance and all of the latest developments.
  • SEO – Search engine optimization for positioning your site near the top of the first page in SERPs.
  • Mobile Optimization – For creating an easy-to-navigate website for increasing smartphones purchases.
  • Remarketing – The same ads popping up on different websites for attracting the people who already searched for your or a similar company’s products.
  • Email Marketing – For sending periodical business offerings and valuable content directly to your customers’ email.

In this day and age, a company must use cutting-edge marketing technology to stay on top and keep up with the competition. It is crucial for a solid business plan to include the means that will improve the quality and performance of your online marketing.

Staying in tune with your customers helps to spread your unique brand message and raise awareness about your company. In addition, it creates a good impression, which will attract potential customers. 

5 Mistakes You May Be Making in Your Social Recruiting Process

Social Recruiting

Nowadays, social media recruitment is a well-known practice and most organizations are using it as a hiring tool during their recruitment process. Such companies use the online platform or social media to screen candidates and thus shortlist a select few to be interviewed physically. Social media allows these recruiting companies the option to advertise and market their jobs and also give the potential candidates access to such jobs 24 hours a day. However, most firms find it hard to get the right candidates using social media due to some mistakes they make in the selection process. Avoiding such mistakes gives you the opportunity to choose the right candidate easily.

Here are the 5 mistakes you may be making in your social recruiting process which you can do well to avoid:

  1. Failing to Plan and To Describe Your Scope Properly

This is a common mistake committed by most online recruiters. It is important to plan your recruitment process well and have your company description properly displayed. There are many social media sites and you need only the best candidates.

If you just post the job advert without properly describing it, most candidates may not even bother seeing it. Ensure that you plan well on social media sites to use and employ some strategies to make the advert reach as many people as possible. For instance, you can sponsor your advert and set your preferred target candidates.

  1. Not Defining Your Target Audience 

This is a mistake that most hiring firms do when posting jobs on social media. You have to describe your job and state clearly the target audience including the academic qualification, age and the required experience. This gives you a chance to eliminate unnecessary applicants and you will have a chance to choose from the candidates you want. This makes your selection process easier instead of having many applicants that are not qualified.

  1. Limiting Yourself to A Few Social Media Sites

This is another common mistake you should avoid. Researches have revealed that most of the employers only use the common sites such as LinkedIn and Facebook. There are many sites where you can reach all your potential candidates easily. It is a fact that not all candidates are on one site and this explains why you should make use of as many sites as possible. This increases your chances of choosing the right candidate suitable for your job description.

  1. Use of Lengthy Application Process

Most applicants do not complete lengthy application processes. Most firms hiring online lose qualified candidates due to such processes. It is advisable that you make your online application and hiring process simple, short but thorough. This gives many qualified applicants a chance to complete their process and thus you get the best candidate.

  1. Failure to Display the Benefits of Joining Your Company

Most firms do not clearly display the benefits of joining their company. As an employer of choice, you need to convince them that they will not only grow financially but also professionally. This encourages many qualified candidates to apply and you will choose from the best candidates. These benefits can very easily be conveyed via social media though failing to do so can be a mistake.

These are some of the mistakes most recruiters commit while using social media for their hiring initiatives.

While you make sure you avoid these 5 mistakes, you can go a step further to refine your recruitment process by making use of online skill assessments to hire the absolutely right fit for your organisation.

Are there any such errors in social recruiting that you may like to share with us? Reply in the comments box and we will be happy to learn from your experience.

5 Social Media Recruiting Tactics You Haven’t Thought Of Yet

5 Social Media Recruiting Tactics You Haven’t Thought Of Yet

Written by Helen Sabell, CEO & Principal of the College for Adult Learning.

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In our current digital era, it is so easy to reach a wide group of people from your fingertips. It is important for companies to have strong social media recruitment strategies so that they can fill their teams with the best candidates for each position. Social media recruiting is one of the most effective tools in attracting talented professionals to your organisation.

Read on to learn how you can improve your social media recruitment tactics and increase your chances of finding the perfect candidate for your role.

Sourcing Candidates

Sourcing potential candidates via social media is an excellent strategy, especially with people using an average of five or more social media platforms. LinkedIn is the most common social media platform recruiters turn to in order to find talent and it is an excellent place to start. However, if people are using more than five social networks, surely there’s room to branch out?

Instead of heading straight for LinkedIn, try other social media sites like Twitter, Google+ and Facebook to source new talent. Specialised search tools such as Followerwork can search through Twitter bios for job titles and keywords. Chrome browser extensions such as Intelligence Search, can easily search Facebook and Google+ and help you find potential candidates.

You can also use social media to filter out bad candidates since how someone behaves on social media can be a direct indication of their attitude. If you find that your candidate’s values do not match your company’s you can cross them off your list before you go through the lengthy recruitment process.

Monitor Your Competition

Social media is not only an excellent form of finding candidates, but you can also use it to keep an eye of your competitors. There are many tools available to recruiters to monitor the social media activity of their competition. Certain tools allow you to set up search columns which display how often certain hashtags and key terms are mentioned on sites such as Twitter. Such insights can allow you to get a leg up on competitors and improve your on social media tactics.

Targeted Facebook Ads

Targeted Facebook ads can be a great opportunity to connect with the best candidates. Many companies are investing a large portion of the advertising budget towards Facebook ads. Targeted Facebook ads allow you to choose certain demographics so that your ad is seen by the groups you are looking for. For example, if you are searching for an entry-level candidate, you may target a younger crowd (e.g. early 20s). It is an excellent way to narrow down your search and make sure you are reaching the right people.

“Occupational targeting” is also an excellent strategy to make sure your Facebook ads reach users who are experienced and working in your desired industry. You can alter your settings so that you are targeting users from particular companies, job titles or adult education courses.

Engage With Candidates

Social media platforms are a great way for you to communicate with new and current candidates throughout the recruitment process. Your Facebook page is a great tool for communicating your company’s image to potential candidates. Be sure to include useful information about the work culture, locations, employee testimonials and other relevant information.

Encourage your candidates to visit your page and ask any questions they may be pondering. Be sure to present an accurate image of your company as most people can usually tell if you are being ingenuine. You will pull in more talent if you provide an authentic persona of your company. 

Participate In Online Discussions

Social media can give you the opportunity to make sure you are present in the right conversations. Through the social media sphere, you can sort through your pool of candidates and find the right people. Being present in LinkedIn groups and using hashtags is a great strategy for making sure your job ads are seen by your target group. Make sure your job hashtags are unique and carry some relevance to the role.

Adult learning forums are constantly active, with many students seeking job advice and eager to gain experience. Online forums like these are an excellent place for recruiters to source talent and find the right people for their positions. Make sure you are getting your brand out there so that you have a well-known presence online.

Recruiting through social media strategies opens up a world of opportunities for HR professionals. It is a vital channel for sourcing new candidates and reaching the best people for the job. Start getting to most out of your social media recruitment strategy today.

About the Author:

Helen Sabell

Helen Sabell works for the College for Adult Learning, she is passionate about adult and lifelong learning. She has designed, developed and authored many workplace leadership and training programs.

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