To illustrate an example of an Instagram page that has successful gathered a
following of hyper-engaged users we have Byrne Design. First and foremost, a
commitment to great imagery shines through. Here we’ve coupled this with
colour-coordination to create a mood board built to attract the eye. To ensure
Byrne Design are connecting with their ideal audience, we’ve sought out
influential designers in a similar industry space and targeted their followers.
This also helps ‘keep things local’, drawing in the most relevant base of potential
If a picture says a thousand words, it’s no wonder Instagram is the fastest-
growing social media platform on the globe. With seemingly endless potential for
carefully crafted visual storytelling, companies around the world are quickly
waking up to Instagram’s brand-building power.
It’s not often being described as ‘sticky’ can be seen in a positive light, but the
‘stickiness’ of Instagram users is part of what separates it from other platforms.
People tend to stick around longer, engage with content more readily, and form
more personal connections to brands on Instagram.
When it comes to hashtags, less is more. Instagram users (and the platform
itself) can spot an overstuffed hashtag bonanza a mile away and it’s swiftly
dismissed as spam. Up to three carefully chosen hashtags is best.
Ultimately, a successful Instagram presence is the result of taking a simple
approach, backed by plenty of meticulous thought in defining who it is you want
to reach. We may make it look easy, though it’s anything but! If you’re curious
about how Instagram could benefit your business, get in touch and we’ll connect
you with our in-house Instagram experts.
A picture says a thousand words, so it's no wonder Instagram is becoming the go-to platform for brand storytelling.
A team is only as strong as its latest member, and judging by new recruit Ginny McMullen, Easy Social Media has never been better.
Eat My Lunch have fed thousands of Kiwi kids in need, and we're helping them put the 'social' in social enterprise.
If a tree falls in the forest, does it make a sound? Effective Facebook advertising is the difference between awareness and irrelevancy. Here are two highly effective strategies we use for being heard.
If a tree falls in the forest, does it make a sound? When it comes to social media you can make all the noise you like but if it’s not targeted to the right people you might as well not exist. Effective Facebook advertising is the difference between awareness and irrelevancy. Here are two highly effective strategies for being heard.
Facebook remarketing lets you stay in front of people who are interested in your brand. It turns lukewarm leads into red-hot prospects, converting curiosity into a loyal band of engaged clientele. How does it do this? Put simply, a ‘pixel’ is embedded into your website that tracks users who’ve visited your page at one point. This allows you to market to those with genuine interest in what you’re offering, following them around with advertising that appears in their Facebook feed and keeping you top of mind.
Recently Facebook has added a helpful ‘groups’ feature that collects and organises users by certain common factors or behaviours. Want to market only to those deemed ‘Likely to Move’? Homeowners? Frequent Travellers? We can combine these with interests, location and other ingredients to further customise your audience.
With Facebook having wrung every drop of organic reach from its business pages, the only way to reliably get noticed and start a conversation around your brand is to invest in Facebook ads. Thankfully, the tools at our disposal for targeting are only growing more powerful and accurate (effectively growing from a musket to a sniper). Want to breathe new life into your social campaigns? Talk to our ads specialist here…
They say there’s no such thing as an overnight success. Try telling that to this month’s ESM social success story, Transbuild. Here's how we did it...
They say there’s no such thing as an overnight success. It takes years. Ten if you’re lucky. Usually more. Tell that to this month’s social success story, Transbuild. ‘Delivering Clever Living Spaces’ is their motto, and we worked in tandem with them to design a social marketing approach to match.
From a standing start of zero followers, the foundation of future social success was built through a targeted local promotion tied into Transbuild’s presence at New Zealand’s biggest annual agricultural expo, Fieldays. As thousands of attendees checked their Facebook throughout the day, they were hit with a piece of curated content directing them to visit the Transbuild expo display.
Preparation turned into prosperity via a follow-up local promotion encompassing the greater Waikato region, offering a time-sensitive offer of free delivery at an appealing price point. As more targeted individuals engaged with the content, digital word spread and viral reach far outstripped an already robust paid promotion (there’s no more compelling endorsement than a friend or family member!). A quick follow-up post fanned the flames to a point where one single post reached well over 400,000 people (or roughly 1 out of every 11 Kiwis!).
Over 1.1 million people have seen Transbuild’s content in August alone. 22,000+ clicks to website. A page audience of 6000+ likes (and counting!) built from nothing.
Maybe the naysayers are right, there’s no such thing as an overnight success. Thankfully for us (and you!) it can be a matter of weeks and months, not years, if everything lines up perfectly. Are you our next ‘overnight success’ story? Let’s see what we can do…
Meet the newest full time member of the ESM team - it's five quick questions with Alexandria of House Hodge.
If you’ve been on the ESM phones over the past few months you’ll have noticed a new voice down the end of the line sorting out all your queries with ruthless efficiency and an unflappable smile. Alexandria of House Hodge is the latest fulltime member of the team, coming to us from a lengthy spell as the face of Best Ugly Bagels Newmarket where she served valiantly as Al Brown’s go-to-gal, single-handedly transforming their social media presence. We managed to peel her away from her post for a few minutes (no easy feat, the girl’s a workaholic!) to ask her a few questions:
What would you be if you could be anything (aside from a social media wizard, of course!)?
An independent film director of touching but poignant ‘dramedies’.
What would your superpower be?
Invisible feet, so I could seamlessly hide behind curtains.
Would you rather battle on horse-sized duck or 100 duck-sized horses?
I wouldn’t battle either, but give me the tiny horses.
Serious question – pineapple on a pizza, yes or no?
Lastly, what’s your favourite meme?
1. Create unique content for each specific platform you target. Much the way applicants submit supplementary essays when applying to multiple colleges, you should create content for, and gear it to, the specific audience expectations of the media platform you're targeting. Writing content that is native to a platform greatly increases the chances that its audience will accept it.
2. Use more than just links to promote your content.When you post on platforms like Facebook or Instagram, you cannot rely only on a stream of links to boost your conversion rates. As noted before, hard-selling customers quickly turns them off to a business. To avoid giving your audience this negative impression on social media, you should promote your business by providing meaningful, interesting content users think is fun and genuine.
3. Keep track of your traffic.As a basic rule of thumb, know which links and outlets are attracting the greatest amounts of traffic to your business's commercial pages. There are a ton of resources that can help you simplify this monitoring process, like Google's URL builder, which helps you capture important data about a specific link in the name of the link itself.
4. Know whom to target.There are a number of ways to do this. Keep in mind that these methods should be designed to fit one platform, to produce the best results. Look at the sample platform, Instagram. In order to track the prime influencers in your niche, you might use a service like Ninja Outreach. Ninja Outreach specializes in finding influencers based on data associating certain keywords and their relevance and popularity on the platform of certain influencers.
5. Leverage existing professional relationships with marketers and influencers.If you have a good working relationship with a number of marketers and influencers already, you can easily ask them to throw you a bone every now and then through a Twitter post or Facebook tag. First, think of relatively inexpensive things that marketers and influencers can do. Then, just reach out and ask them to mention your business in a tweet or tag back to your business in a relevant Facebook post.
While that may appear like a small gesture, it actually makes a huge difference in helping promote lead generations for your business.
6. Provide an easy, discreet log-in system.So, users have begun clicking on your promotional link: Now, what? If you're thinking ahead a few steps, you should realize that making them feel welcome and providing a convenient medium for them to purchase through is key to increasing conversions. The easiest way to do this is to set up a social login system which lets users sign-up with a Facebook or Google+ account. Make it a point to not slam the login request in the face of a user with an involuntary pop-up or fade, as this may drive away inquisitive users with low commitment.
7. Make your checkout process simple.If you make a checkout process too complex or long, you may find that users who'd intended to buy a product will change their mind halfway through. You want to keep their enthusiasm and interest for your product going strong as they fill in credit card details or a PayPal address. Having a payment system in place that can process a number of different mediums while being clean and efficient will greatly expedite the payment process. The less time that users spend in the waiting line, the less time they'll have to reconsider or second-guess a purchasing choice.
There are two main actions to consider when you're trying to get more conversions through social media: the first is tracking social analytics; and the second is ensuring that your website and landing pages have strong calls-to-action and smooth account systems in place to attract and retain new customers.
When you split up text with some compelling images, people are more inclined to finish reading what you’ve written. articles with images get 94% more views than those without. Due to the over-saturation of digital content and the increased adoption of mobile internet access, attention spans are shorter than ever, which makes content presented in the form of big blocks of text very off-putting.
It’s preferable to use original images or ones taken by you, as this adds a much-desired personal touch to your campaign. iPhone photos are perfectly fine! Try your best to take good quality ones. Make sure these images are relevant and personal. Social Media's purpose is to tell a story. The image you use should reflect that principle purpose.
Videos are incredibly useful for presenting common problems and then showing the solutions that your product can offer. While there are much cheaper types of visual content available, a great video serves as extra clout for your campaign by demonstrating that you’re prepared to go the extra mile for quality. One study showed that including a video on a landing page increased conversions by 86%.
There are numerous types of videos that can enhance your business – you could consider how-to videos, animated explainer videos, demonstrations or customer testimonials. Whatever your choice, it’s important that the videos are congruent with the overall style and ethos of your brand. A recent study by Moz shows that posts with videos receive nearly 300% more inbound links. Again, the video can be taken using your phone. Ums and ahhs are completely acceptable as it makes your brand accessible - let people know the business is run by REAL people!
This is a big one for instagram especially, but still just as important on your Facebook page. If you have a distinct style, then stick to it. Consistency is key. You want to make sure that your profile has a purpose. There is a distinct reason for each and every image published. Once again, you have a small timeframe in which people are willing to look at your posts, therefore it needs to be eye-catching, but more importantly identifiable.
Stylistically, creating a consistent colour scheme, composition, border, filter for your posts may help people identify your images within the feed while scrolling, without looking at the profile that posted it. For example, if you were taking photos of a product and it always on a blue background, with the same filter, people would slowly identify this as your ‘calling card.’ This also helps to create an aesthetic or ‘brand identity’ for your business. An excellent example of identifiable content is Maitre Choux. Of course this company creates a visually stunning product that lends itself to being easily identifiable. Yet, the use of composition, always using a white background and highlighting the product, create a simplicity that aids in creating an identity.
Many profiles on instagram that are very successful post in a rhythm. This means that they are aware of what their profile will look like as a collection of posts, rather than just singular ones. Instagram is programmed in a grid - with 3 photos in each row. A simple example of how to create overall profile aesthetic is to post 3 visually similar images in a row. Hence, creating a series. An excellent example of overall profile awareness is Twenty-Seven Names. They cleverly use the grid layout to their advantage.
Give it a whirl and be creative.
The relevance of your content is important as it tells people about your values. The purpose of your website is to inform/sell, whereas social media centres around your brand's personality. You want to get people on your side! Have fun and be creative, yet remain on topic! Adding a hashtag to your posts can always re-centre the content around your business. (Don’t over do it though!)
Who are you?
Why are you doing what you're doing?
What/who got you to this point?
You want to let people into the inner workings of your business - tell a story. Behind the scenes posts are a good way to go. Take a look at your website - decide what it’s purpose is. Is it to sell? Is it to inform? Basically you don’t want to repost the information on your website too much. People already have access to this information, you want to show them another side of your business they wouldn’t otherwise see.
Who are the people that work hard in your company? Highlight them.
What necessary processes are involved to create your goods or services? Highlight them.
Most importantly, what is your point of difference? Highlight this!
Otherwise posting articles or other current events within your industry on your social media is an excellent way to show your audience that you are aware of the happenings in your field. It is still relevant and personable. Trying to sell a product with every post will eventually turn people off.