Tag Archives: Social Media Marketing

Social Media – Oversized Impact on Trump Win

November 12, 2024 admin Leave a comment

The recent win of President Trump in the 2024 presidential election highlights the substantial importance of social media in propagating messages, driving participation among base supporters, and bringing more people out to vote.

As the 2024 U.S. presidential election is analyzed, one undeniable influence looms larger than ever: social media. Once a platform for casual connections, social media has evolved into a powerful political tool—one that shapes campaigns and sways public opinion. The impact of social media on presidential elections has become an increasingly complex issue, where the line between persuasion, misinformation, and manipulation is often blurred.

Content Savants fully understands the impact of social media on business success, and this article is looks into the political side of social media, noting without surprise how online communication touches every part of our lives, including politics.

Social Media “Campaign”

Let’s take a little look back in time. In the 2008 election, then-Senator Barack Obama famously harnessed platforms like Facebook, Twitter, and YouTube to energize a new generation of voters. Fast forward to 2016, and platforms like Twitter, Facebook, Instagram, and even Snapchat had become indispensable tools for reaching voters, particularly younger, more diverse segments of the electorate. With the first win of President Donald Trump, following his extensive use of then-named Twitter, social media had cemented itself as a vital aspect of electoral strategy, helping candidates build momentum, target key demographics, and respond to real-time developments.

Donald Trump’s 2016 campaign is perhaps the most emblematic example of social media’s influence. His prolific use of Twitter allowed him to bypass traditional media outlets, directly engaging with millions of followers and setting the tone for much of the election discourse. Trump’s unconventional approach to using social media garnered both admiration and criticism but demonstrated its unrivaled capacity for amplifying messages—whether they were about policy or attacks on political opponents.

In 2020, Biden also recognized the power of social media, albeit with a different tone. While Trump’s strategy was combative and polarizing, Biden’s campaign leaned more on digital ads, virtual town halls, and messages of unity, aiming to reach voters on a more personal and inclusive level.

Microtargeting: The Power of Personalization

One of the most transformative aspects of social media in elections is microtargeting. Political campaigns can now use sophisticated algorithms to deliver highly personalized ads to voters based on their online behavior. This precision allows campaigns to tailor messages to specific demographics—whether it’s age, location, interests, or even political ideology.

For instance, during the 2020 election, Biden’s campaign targeted suburban women with ads focusing on healthcare and education, while Trump’s team focused heavily on conservative issues and economic prosperity, often employing messages crafted to appeal to working-class voters in battleground states.

The ability to microtarget has made campaigning more efficient but also more divisive. There is growing concern among watchdog groups that microtargeting fosters echo chambers—where voters are only exposed to information that reinforces their existing views—creating a more polarized electorate. Exposure among the general population to a broad range of ideas and opinions has gone down, as voters are increasingly surrounded by content that validates their biases.

Disinformation and Misinformation

While there is still some confusion about what is the difference in meaning between these words – they always go together – the general recognition among those on both sides of the political spectrum is that there is a lot of bad information out there. Some might simply call them lies. “Misinformation” and “disinformation” are words which evade the responsibility of those who develop content by sounding light on judgement. The dark side of social media’s power is its susceptibility to disinformation, or rather, the lack of responsibility with which many content developers approach their trade.

False narratives, conspiracy theories, and misleading information spread rapidly through platforms like Twitter and Facebook, often going viral long before they are debunked. In the 2016 election, for example, Russia’s Internet Research Agency (IRA) used social media to orchestrate disinformation campaigns designed to influence voters, amplify divisive issues, and even undermine confidence in the electoral system.

Despite efforts to curb disinformation in subsequent years, the problem persists. In the 2020 election, false claims about voter fraud and election integrity dominated online discourse, fueling the insurrection at the U.S. Capitol on January 6, 2021. Social media platforms have since implemented measures to flag and remove false information, but the speed and scale at which disinformation spreads makes it difficult to contain.

A 2024 election marked by even greater political polarization could see misinformation campaigns become more sophisticated and widespread. Some analysts worry that the sheer volume of content on social media will continue to outpace the ability of platforms to monitor it, leaving voters vulnerable to manipulation.

The Role of Algorithms: A Hidden Influence

The role of algorithms—essentially the behind-the-scenes decision-makers that determine what content shows up in users’ feeds—is another area of concern. Social media platforms use algorithms to prioritize content based on engagement, meaning posts with high interaction rates—whether positive or negative—are more likely to go viral.

This technology has profound implications for presidential elections. Candidates and interest groups can exploit the algorithms to spread content that generates strong reactions and cultivating engagement among their most likely voters. The algorithmic curation of information can facilitate the development of biases in the audience – an effect that businesses strive for all the time. Therefore it is no surprise that election campaign organizations use techniques learned from businesses to attract an audience and “sell” their ideas and candidates.

Digital Activism and Grassroots Movements

Social media has also enabled unprecedented levels of political mobilization. Activist movements such as Black Lives Matter, #MeToo, and March for Our Lives have used social media to rally supporters, organize protests, and influence policy debates. The 2020 election saw a significant increase in digital activism, with younger voters using platforms like TikTok, Instagram, and Twitter to engage with political issues and mobilize around causes.

In particular, social media gave rise to a new era of “digital-first” campaigning, where grassroots organizations could organize, fundraise, and advocate for change without relying on traditional forms of media or in-person events. This democratization of political engagement has empowered marginalized voices.

What Businesses Can Learn from Presidential Elections

While election campaigns have learned from commercial applications how to motivate an audience, each new cycle and application of use provides lessons learned for all social media developers and strategists.

Presidential campaigns excel at building personal connections with voters through social media. If there is nothing else we learn from the recent presidential campaign, is that creating a personal connection with your audience is key. Because messages can be custom-targeted, like political campaigns, businesses can use sophisticated targeting techniques to reach demographics with tailored offers, and can leverage similar strategies to segment their audience and deliver relevant content that resonates with individual customer preferences.

In this way, effective storytelling is crucial in both politics and business. Campaigns craft compelling narratives that evoke emotions and inspire action. Businesses can use storytelling techniques to create engaging content that highlights their brand values and customer benefits. Successful campaigns foster a sense of community among their supporters, and businesses can follow a similar example to create online communities where customers can connect with each other and the brand, building loyalty and advocacy.

Political campaigns rely heavily on data analytics to understand voter behavior and preferences. Businesses can utilize similar data-driven approaches to track social media engagement, measure campaign performance, and make informed decisions. Having this data can help to guide influencer partnerships. Many campaigns collaborate with influencers to amplify their message and reach a wider audience, and businesses can also explore partnerships with influencers which are relevant to products or services and their targeted demographics.

Businesses may also take lessons learned from the application of social media in crisis situations. Businesses can learn from their strategies to develop robust crisis communication plans and respond effectively to negative feedback or online controversies.

The Future of Social Media in Elections

As we look ahead to 2028, it is clear that social media will continue to play a pivotal role in shaping the presidential election. While platforms have made strides to combat disinformation, the evolving nature of online communication, along with new challenges like deepfake technology and AI-generated content, means that the potential for both good and harm is vast.

The key question for future elections is whether social media can be harnessed in a way that promotes informed, thoughtful voting and public discourse or whether it will continue to fuel polarization, division, and manipulation. Whether voters can trust what they see online—and how platforms themselves respond to this challenge—will likely determine the integrity of the electoral process in 2024 and beyond.

In the end, social media’s impact on presidential elections is a double-edged sword. It has the power to unite and empower, but it can also divide and deceive. As the 2024 election draws nearer, it’s clear that this technological tool will shape the political landscape in ways that are still being understood—and its long-term consequences may take years to fully unfold.

Business Categories Which Benefit the Most From Social Media Marketing

October 23, 2024 admin Leave a comment

Any business which trades on the approval of other buyers can stand to benefit from social media marketing. To be sure, some businesses benefit more than others. Here are a few examples of the types of businesses that stand to benefit the most from social media marketing:

Retail businesses: Social media is a great platform for retail businesses to showcase their products, run promotions, and connect with customers. Retail businesses typically use social media to drive traffic to their website and stores, and to increase sales.
E-commerce businesses: Social media is essential for e-commerce businesses. E-commerce businesses can use social media to reach new customers, promote their products, and process orders. Online social accounts can also help e-commerce businesses build relationships with customers and provide more responsive customer service. Effectively managed online media can also be a powerful tool for lead generation, while at the same time enabling business owners to establish themselves as thought leaders in their industry.
Service businesses: In addition to the aforementioned roles of social media, service businesses can use social media to share customer testimonials, offer discounts, and run contests.
Creative businesses: Creative businesses use social media to showcase their work, build a following, and connect with potential clients. Social platforms are highly conducive to sharing portfolio examples and reaching out to niche online communities with similar interests.
Mass appeal businesses: businesses that target younger audiences can also benefit greatly from social media marketing. Younger generations are more likely to use social media on a regular basis, so businesses that want to reach these audiences need to be active on social media platforms.

Some Specifics

While these are the main categories of businesses which can benefit the most from social media marketing, there are some specific businesses which deserve their own highlight:

Restaurants, cafes, and food delivery services can use social media to share mouthwatering food images, post daily specials, and engage with local customers to build a loyal following.
Clothing brands, boutiques, and fashion designers can leverage social media to showcase their latest collections, collaborate with influencers, and connect with fashion enthusiasts.
Gyms, personal trainers, yoga studios, and wellness coaches can use social media to share workout routines, healthy recipes, and success stories to attract clients interested in health and fitness.
Cosmetic brands, salons, and makeup artists also use platforms extensively to demonstrate makeup techniques, promote beauty products, and build communities.
Hotels, resorts, travel agencies, and airlines use social media to showcase travel destinations, share customer testimonials, and run targeted advertising campaigns.
Music artists, theaters, event organizers, and entertainment venues can use social media to promote concerts, shows, and events, and engage with fans.

The effectiveness of social media strategies can vary depending on factors such as the target audience, the quality of content, the consistency of engagement, and the chosen platforms. Businesses should tailor their social media strategies to align with their specific goals and audience demographics.

Businesses with Little Benefit from Online Promotion

While we’re on the topic, it is worth noting examples of businesses which stand to benefit very little if at all from social media marketing. These include the following:

Highly Regulated Industries: Businesses operating in heavily regulated industries such as pharmaceuticals, financial services, and legal services may face strict compliance and advertising restrictions that limit what they can promote on social media. Compliance issues can make it difficult to run creative campaigns.
B2B Narrow Niches: Some B2B companies, especially those with very niche or specialized products or services, may struggle to find a large and engaged audience on social media platforms. The fact remains, these types of businesses already know their customers, and their customers already know them.
Businesses that are already behind the times: Companies that have a minimal online presence, outdated websites, or poor online reputation may not see significant benefits from social media marketing until they address these foundational issues.

Strategy is the Foundation

In all cases, social media promotions and marketing campaigns which rely on high quality content are all completely useless in the face of a business that neither understands its value nor has committed itself to a forward-thinking strategy. For that matter, a business without a strategy – ie., without a direction in which to lead its customers – is in poor standing to benefit from a deliberate campaign to build an audience of customers.

For this reason, it is paramount for the social media marketer, or content manager, to have a clear understanding of what the business objectives are, and how the business owner (or shareholders) see the business developing in the future. While having a sound business strategy is important for any growth plan, it remains an essential element in determining the best online marketing strategy and, along with that, in developing the content to support the business objectives.

Case Study – Second Hand Auto Sales

October 18, 2024 admin Leave a comment

Auto sales, particularly second hand car lots, are associated with large banners, inflatable waving balloons, and humorous commercials. There is much more potential than that, particularly for an auto dealer that is ready to invest some time and effort into establishing an online brand, where customers can react to high quality content and reach out directly to the sales team. Increasing second-hand auto sales using social media can be an effective strategy to reach a wider audience and generate more leads. This article highlights some effective strategies to help you increase your customer base.

Create High-Quality Content

First off, quality is key. That doesn’t mean you should wait to perfect the perfect social media post. When it comes to quality, the “Three C’s” are key: Clean, Clear and Concise. With clean content (nice pictures, no editorial mistakes, well-written sentences), you can go a long way to establishing trust and rapport among prospective customers. Clean content which is sincerely posted (not trying to be tricky or clever) establishes you as a sales representative who is approachable and trustworthy.

To be sure, when you are listing specific vehicles for sale, ensure your listings are detailed and well-presented, with high-resolution photos, comprehensive descriptions, vehicle history, and pricing information. Beyond that, there is a world of other types of content and audience engagement that you can explore. Additionally, make sure your social media profiles are complete and professional. Use your logo as your profile picture, provide accurate contact information, and include a clear and concise bio.

No need to stick to one platform. Utilize a variety of social media platforms, including Facebook Marketplace, Instagram, Twitter, and even YouTube, to showcase your inventory. Each platform has a unique audience, and diversifying your presence can help you reach more potential buyers. For all of your content, include relevant and trending hashtags in your posts to increase discoverability. Use industry-specific tags like #UsedCars, #CarForSale, and location-specific tags to reach a local audience.

Maintain a regular posting schedule to keep your audience engaged. Consistency helps build trust and keeps your inventory top-of-mind for potential buyers. It also establishes yourself as a legitimate business in the view of search algorithms.

The Personal Touch

The key strength of social media is not its ability to reach out to a mass audience with a single click. It can do that. More importantly, social media gives you a ready-made line of connection with which to respond promptly to comments, messages, and inquiries. Engaging with potential buyers and answering their questions can lead to more conversions.

Another aspect of the personal social media touch is featuring real people, real customers, with real smiles. Encourage satisfied customers to share their experiences on social media. User-generated content, such as photos or testimonials, can help to further build trust and credibility.

Educational content also goes a long way in building credibility. Share informative content about buying used cars, such as tips for evaluating a vehicle’s condition, the importance of vehicle history reports, and how to negotiate a fair price. This type of content can be easily combined with the use live video streaming on platforms like Facebook or Instagram to showcase vehicles in real-time. You can also offer virtual tours where potential buyers can ask questions as you walk around the car.

Leveraging the Full Power of Social Media

Run paid advertising campaigns. Targeted paid advertising campaigns on platforms like Facebook and Instagram can be costly, but it can also help to broaden your reach and specifically target customers who are looking. You can specify demographics, interests, and location to reach your ideal audience. Paid advertising can help to optimize existing promotions. Create a sense of urgency by featuring limited-time offers or promotions. For example, notify your followers when you offer discounts, free vehicle inspections, or extended warranties for a limited period.

Social media can also help to complement email marketing. Build an email list of interested buyers and send regular updates about new arrivals, special offers, and informative content related to used car buying.

Social media also enables analytics and tracking results of your audience reactions and the extent of your campaign reach. There are many tutorials on using analytics. [ANALYTICS ARTICLE….] Adjust your strategy based on what works best to attract buyers. Optimize your social media profiles and posts for local search engine optimization (SEO). Use location-specific keywords and geotargeting to reach users in your area.

Pre-handling Objections

One area where social media can be a great help to auto sales is in giving the dealer a chance to direct the debate before the customer steps foot in the showroom. By this we mean that educating the customer on their potential objections beforehand can give them greater comfort with the idea of purchasing a car.

Monitoring your social media channels is the first step in this process. Look for frequently-occuring comments and feedback related to your dealership or sales listings. Respond promptly to objections or questions.

Provide comprehensive information. Customer questions can be more easily handled on social media, because you have greater control of the response (and if its timing – ie., if you are busy with someone else when a message comes through, you can respond later, without having to take a call). For example, if a customer is concerned about a vehicle’s history, provide a detailed vehicle history report. If it’s about pricing, explain the value and features that justify the price.

Another way to get ahead of customer discussions is to create and share content that addresses common objections. For example, create posts or videos that explain the benefits of certified pre-owned vehicles, financing options, or the advantages of particular makes and models.

Live Q&A sessions are effective with a large following. Over time, you can schedule and host sessions on platforms like Facebook Live or Instagram Live to an audience that you have already established and cultivated. Invite viewers to ask questions about featured vehicles, financing, or any concerns they may have. Provide detailed answers and solutions.

Similar to testimonials, real-life case studies of customers with similar profiles can be shown, how they went about deciding over which car to buy, and how they were ultimately satisfied with their purchase. Explain how you addressed their concerns and helped them find the right vehicle.

Consistency Over Time

Building trust and transparency is crucial when selling used cars online, and that objective requires consistent high-quality postings over time. Building a strong online presence and reputation invariably takes time, but with the right audience built up, it is also a highly cost-effective way to ramp up business.

Case Study – Real Estate Agency

October 11, 2024 admin Leave a comment

Social media platforms are a near-ideal way for real estate agents to promote themselves and their properties. The nature of the business lends itself to descriptions, images and personal connections with potential clients, and these are types of content in which social media is uniquely positioned. Because real estate agents thrive on making personal connections with their customers, social media outreach should be – and for many is – a major part of their marketing efforts.

At the same time, there are some unique challenges that real estate agents face, not the least of which is the highly competitive environment in which they operate. Anyone (and it seems that everyone) can open up a social media account and build at least a small audience. So the competition is stiff. The important question to ask, however, is fundamentally, how can a single agent stand out from the rest and build a thriving business?

Differentiators

The great thing about social media search algorithms is that they nearly universally reward consistency. While quality and volume are other important factors, for building an audience over the long run, consistency is extremely important. Consistency is where the social media dabblers are separated form the serious campaigners. Consistency is a signal to the search engine that you have a serious business and are committed to providing good quality content. It is also a signal to your customer of the same.

With a commitment to long term success, some other differentiators will help your marketing strategy stand out from the pack. One of these is having a niche focus area and ensuring that your audience is well aware of your expertise in this area. Focus areas may include examples such as luxury homes, first-time buyers, investment properties, or commercial real estate. Tailor your content and marketing efforts specifically to that niche to become an expert in that area. With a building repertoire of niche-area content, over time you will be able to establish yourself as the go-to local expert. You can leverage this knowledge both online and offline. Displaying this expertise is the foundation of building a unique brand identity – a self-branding effort – in which your logo, color scheme, and tone of voice on social media grow to become a distinguishing feature of your content and your business image.

Your style is also an important foundation for differentiation. Authenticity is key. Be yourself on social media. Share your personal experiences, stories, and insights related to real estate. Authenticity builds trust and fosters connections with your growing audience, and helps to build loyalty. Sharing stories also has the advantage of acting as a mnemonic device in the minds of your readers. When they see similar situations, the memory of your article, posting or story can come up in their minds, giving you yet greater leverage in establishing your brand.

Similarly, client success stories creates a positive association of you and your business in the minds of your clients. Share their experiences and testimonials to demonstrate your expertise and the value you bring to your clients.

Invest in high-quality content will help to maximize these areas of distinction. Either through investment in external support, or investment into the development of your own skill set, bring your content to the highest level of quality through professional photography, videos, and well-written captions. Visually appealing and informative content will go a long way in setting you apart from competitors.

Overcoming Challenges

As mentioned above, there are some unique challenge areas that property agents must contend with. An action plan is key, and may include the following:

Regulations and Compliance: You are no doubt well aware of your regulatory requirements when it comes to advertising and related services. Ensure your social media content developer is also well-aware of potential pitfalls and restrictions on messaging.
Target Audience: Defining and reaching the right target audience can be a challenge. Aside from budget, what variables distinguish serious customers from those who are just checking out the market? Keyword searches are a starting point. Knowing your customers is key. Serious home buyers can run into obstacles which only they would know about, because they have already spent some time searching and researching. Focus on content which addresses the difficulties customers face. Someone with a general query would not be aware of these challenges, and thus would likely not react to related content.
Develop the skills: As mentioned above, some level of investment is needed. Before you invoke the services of a professional content or digital marketing service, start out on your own and learn as much as you can. Nothing is a better teacher than posting some content yourself. You may find the process to be fun, especially when you receive some encouraging feedback from friends and family. Ignore trolls. That will happen at some point, but trolling is good sign for you – it indicates that you are achieving a broader audience.
Algorithm Changes: It always happens. When you begin to recognize patterns in the type of content that is most attractive to search engines, you will also notice that their frequent changes to their algorithms may impact your online engagement, which can affect the visibility of your posts. Staying up-to-date with these changes and adjusting your strategy accordingly can be demanding. The good news is that sometimes these changes can help!
Ad Costs: Start slowly with paid advertising. As a newbie, you will see that many of the likes and hits you get from paid ads are not worth anything. This is where plenty of research or professional help will be key for success. While paid advertising can be effective, it can also be expensive. Real estate-related ads often have high competition and costs per click or impression, making it challenging for agents with limited budgets. If you choose to follow the route of paid advertising, keep track of your Return on Investment. Determining the ROI for social media marketing in real estate can be a little tricky. It may take time to see results, and it can be challenging to attribute leads or sales directly to your social media efforts.

To overcome these (and many other) challenges, real estate agents need a well-thought-out social media strategy, a commitment to ongoing learning and adaptation, and potentially the support of professionals or tools that can help with content creation, compliance, and analytics.

Campaign Design & Development

Nonetheless, building a strong online presence can be a valuable asset in the real estate industry. What are some unique ways that real estate agents can improve their social media campaigning?

Virtual Reality (VR) and 360-Degree Tours: Use VR or 360-degree tours to showcase properties in an immersive way. This allows potential buyers to explore homes as if they were there in person, creating a memorable experience. This technology is no longer cutting edge, and many online applications support this feature.
Live Virtual Open Houses: Host live virtual open houses on platforms like Facebook Live or Instagram Live. This interactive approach allows viewers to ask questions in real-time and get a more personal feel for the property. With a large enough audience, this technology can greatly help you to leverage your time.
User-Generated Content: Encourage clients and followers to share their experiences with your services or properties. Share their posts on your profile, creating a sense of community and trust.
Interactive Quizzes and Polls: Create engaging quizzes or polls related to real estate or home buying. For example, you could run a “Which Neighborhood Is Right for You?” quiz. This not only engages your audience but also provides valuable insights into their preferences.
Micro-Influencer Collaborations: While it can be quite expensive, some localized micro-influencers or bloggers who have a strong following can connect you with new followers.
Themed Content: Create themed content series, such as “Home of the Week,” “Transformation Tuesday” (before-and-after renovation photos), or “Fun Facts Friday” about your local market.
Educational Webinars or Workshops: Host live webinars or workshops on topics relevant to real estate, such as home-buying tips, market trends, or investment strategies. This positions you as an expert and can attract an audience interested in learning.

Remember that the key to successful social media marketing is consistency, engagement, and providing value to your audience. Experiment with these unique strategies and analyze the results to refine your approach over time.

Case Study – Insurance

October 8, 2024 admin Leave a comment

Social media marketing for insurance agents is unique in several ways compared to marketing in other industries. First off, there is the complexity of the products on offer. In other words, while the concept of insurance is simple and intuitive, the way policies are split and sliced into so many different products – where we know the specific wording of terms and conditions can have a huge impact on our coverage – that customers can feel overwhelmed.

For social media insurance marketing, that is both a challenge and a benefit. Social media allows insurance agents to educate their audience through engaging content, such as explainer videos, infographics, and blog posts, making it easier to convey complex insurance concepts. It also means that the marketing director within an insurance agency must be highly knowledgeable of the products themselves, and only then can he or she explain the coverage options in a way that is understandable to customers.

This matter goes hand in hand with trust and credibility. Building trust is crucial in the insurance industry, as customers want to be confident in their choice of insurance agent. Social media provides a platform for insurance agents to establish and showcase their expertise, share client testimonials, and engage in conversations that demonstrate their knowledge and credibility.

Along with that comes the requisite focus on compliance with related regulations. Insurance is a highly regulated industry, and insurance agents must be careful to adhere to legal and compliance requirements when marketing on social media. Relevant regulations address areas of disclosing information, adhering to privacy laws, and avoiding misleading or deceptive advertising.

For this reason, social media platforms can be best leveraged where they offer advanced targeting options, allowing insurance agents to reach their ideal audience with precision. Agents can tailor their content and advertisements to specific demographics, interests, and geographic locations, increasing the likelihood of connecting with potential customers. Along with specific audience targeting, comes unique opportunities for personalization. At the end of the day, insurance is a personal service, where sales are concluded based on some level of bond between the agent and the customer. Social media is only one way – but potentially a critical channel – enabling agents to connect with clients and prospects on a more personal level. Agents can respond to inquiries, provide personalized recommendations, and address individual concerns, fostering stronger customer relationships.

This personal connection that agents have with their customers comes to play in many circumstances, particularly where there is a community-wide crisis. Crisis management therefore is a key skill for insurance agents, and one which can effectively leverage social media communications. Insurance agents may need to address customer concerns during crises, such as natural disasters or major policy changes. Social media provides a real-time communication channel to keep clients informed and address their immediate needs, enhancing the agent’s role as a trusted advisor.

For many agents just getting started with social media, to be sure, one of the key areas of leverage they are seeking is in lead generation. This is where social media is at its peak. Social media platforms can be effective for generating leads through advertising and content marketing. Insurance agents can use lead generation forms, landing pages, and contact information collection techniques to capture potential customer information and follow up with them. These techniques are particularly effective when they are combined with community engagement. Insurance agents serve specific geographic areas or communities, and that geographic focus allows them to engage with the community, share relevant news, and participate in community events or discussions, all the while helping them to build a strong local presence.

An insurance agent’s content strategy then should be oriented around these key areas of content generation. The aim is to resonate with the target audience, and to post articles, videos and other content in a way that draws a positive association between the agent and the content that is created. Common questions are a good place to start, as they leverage the agent’s on-hand knowledge of the topic. Going beyond the bullseye, other popular topics include tips for risk management, explanations of policy options, and information related to financial planning.

For a comprehensive understanding of the key themes that most effectively engage customers, insurance agents will need to apply analytics and metrics: Social media platforms provide robust analytics tools that enable insurance agents to track the performance of their campaigns. They can monitor engagement, click-through rates, conversion rates, and other key metrics to refine their marketing strategies. All of these statistics can help to build a picture in the marketer’s mind of what it is that their customers react to. When the customer profile or motivations are understood, the formula thereafter is summed up simply: Do MORE of THAT!

Key Social Media Themes for Insurance Agents

While experimentation with a wide range of themes and ideas is key to discovering what motivates your audience, there are a few themes which tend to ring true across the insurance industry, and can form the starting point for any insurance-related marketing plan. These include the following:

Peace of Mind: Insurance provides peace of mind by offering financial protection in times of need. Highlight how your insurance products can provide security and reduce worry for your clients and their families.
Protection for the Future: Emphasize the long-term benefits of insurance, such as retirement planning, savings, and ensuring a stable financial future for clients and their loved ones.
Customized Coverage: Showcase your ability to tailor insurance policies to meet the unique needs of each individual or family. Highlight how you can provide personalized solutions for various life stages and situations.
Affordability: How can your solutions fit into your clients’ budgets?
Risk Management: Position insurance as a tool for managing and mitigating risks. Discuss common risks people face and how your insurance products can protect them from unexpected events.
Education and Awareness: Demonstrate your expertise by providing educational content about insurance topics, helping clients make informed decisions. Topics could include explaining insurance jargon, demystifying policy options, and offering financial planning tips.
Local Expertise: If you serve a specific geographic area, promote your local knowledge and how it benefits clients.
Customer Stories/Testimonials: Share real-life success stories and testimonials from satisfied clients who have benefited from your insurance services.
Community Involvement: Showcase your involvement in the community through sponsorships, charitable work, or local events.
Health and Wellness: If you offer health or wellness-related insurance, focus on themes of well-being, preventive care, and leading a healthy lifestyle.
Emergency Preparedness: The greatest value of an insurance policy is when you don’t need to use it! Promote the importance of being prepared for emergencies and how insurance can be a key part of that preparedness plan.
Family Security: Appeal to the desire to protect and provide for one’s family.
Retirement Planning: Highlight policies which offer income or savings options in retirement.

The choice of a marketing theme should align with your agency’s unique strengths, the needs of your target audience, and the types of insurance products you offer. Consistency in messaging and branding is also key to reinforcing your chosen theme across all marketing channels.

The Agent is the Brand

“The agent is the brand” is a fundamental concept in the insurance industry, emphasizing the pivotal role of individual insurance agents in building trust, credibility, and client relationships. The success of an insurance agent is closely tied to their personal brand. Clients choose agents they trust, relate to, and believe will provide them with the best insurance solutions. Therefore, agents should invest in building and maintaining a strong personal brand as they work to grow their client base and achieve long-term success in the industry. Social media is a key strategy which can both set the foundation of trust, and continue building trust with customers over time.

Idea Generator – Halloween Hits

October 4, 2024 admin Leave a comment

We have swept through the internet to identify some great opportunities for social media promotions and engagements specifically suited to the spooky holiday loved and celebrated by Americans. Unfortunately this fun holiday is not observed in many parts of the world, but in some areas is increasing in popularity… and for good reason! Dressing up, as it turns out, is loads of fun.

While you’re getting ready for your own holiday festivities, here are some ideas we have both used ourselves and tracked from other successful social media campaigns.

Tick these off, one by one, to help optimize your own social media content development.

Halloween is a fantastic opportunity for businesses to get creative and engage with their audience on social media. Here are some Halloween-themed social media strategies and ideas to consider:

Decorate Your Profiles: Start by giving your social media profiles a Halloween makeover. Change your profile and cover photos to include Halloween-themed visuals or your brand’s take on a Halloween theme.
Create Spooky Content: Develop Halloween-themed content that resonates with your audience. This can include blog posts, videos, infographics, and more. Share fun facts, DIY ideas, or spooky stories related to your industry.
Host a Costume Contest: Encourage user engagement by hosting a Halloween costume contest. Ask followers to share their costumes, tagging your brand and using a specific hashtag. Offer prizes or discounts to winners.
Share Halloween Recipes or Tips: Give recipes for making spooky cupcakes, and for a healthy take on an otherwise sugar-filled holiday, offer healthy Halloween snack ideas.
Create Halloween-Themed Polls and Quizzes: Run a poll asking followers to vote for their favorite Halloween costume.
Behind-the-Scenes Look: Give followers a behind-the-scenes look at how your business is preparing for Halloween. Share photos or videos of employees decorating the office or creating Halloween-themed products.
Interactive Content: Create interactive content like Halloween-themed polls, interactive stories, or challenges. Encourage user participation and engagement.
Collaborate with Influencers: Partner with influencers in your niche for Halloween-themed collaborations. They can create content featuring your products or services in a Halloween context.
Halloween-Themed Hashtags: Create and promote unique Halloween-themed hashtags for your campaigns.
Share User-Generated Content: Repost and celebrate user-generated content that features your products or services in Halloween settings, including favorite costumes or elaborate décor that your users have developed. (Always give credit to the creators.)
Host a Virtual Costume Party: If feasible, host a virtual Halloween costume party or event on platforms like Facebook Live or Instagram Live.
Halloween-themed Giveback: Consider donating a portion of your Halloween sales to a charitable cause or organizing a fundraiser.
Countdown to Halloween: Build anticipation by creating a countdown to Halloween. Share daily or weekly Halloween-related content leading up to the holiday.

Keep your brand’s voice and style consistent while adding a touch of Halloween fun. Be responsive to comments and engage with your audience to create a memorable Halloween experience on social media.

Case Study – Dentists

September 24, 2024 admin Leave a comment

Promoting dentists on social media can prove to be a challenge. That isn’t because of the subject matter or the nature of the work, but because in a way, dental practices themselves are prime candidates for social media that there is a substantial amount of competition. Dentistry is a perfect candidate for social media marketing – everyone needs one, it is a high-value service, and the target audience (frequent dental users) is frequently online.

There are some key areas where dentists must take special care in their social media engagements, and these areas can make marketing online for dentists a bit of a challenge. From this perspective, there are two main areas to control: Patient-centric considerations and the promotional content itself. Details into these areas are elaborated further below.

Patient-centric areas to control

Confidentiality: As for all healthcare professionals, dentists are bound by strict patient confidentiality and privacy regulations, such as the Health Insurance Portability and Accountability Act (HIPAA) in the United States. Explicit consent is required for sharing any patient-related information or images. The social media promoter must ensure that all content is fully neutral when it comes to identifying information or data points. In this case, customer testimonials are tricky, and generally not a commonly-used theme . In the same way, dental-related topics are not as easily shareable. Creating content that users want to engage with is, in this case, more challenging.
Credibility: Building credibility on social media goes hand in hand with building trust on the part of prospective customers or patients. With established trust in their dentist’s expertise and professionalism, any messaging that follows will be better-received. Dentistry-related content must be first oriented around education, and informing the audience of tips to improve health and increase prevention is key.

Content-specific areas to control

Visual Content: Unlike some industries that can easily share visually appealing content, dental procedures may not be visually appealing or suitable for all audiences. People may be uncomfortable seeing images or videos of dental treatments. The good news for dentists is that happy and clean smiles are attractive for any marketing effort, and are of unique relevance to dentists. Images should leverage this association as much as possible.
Regulatory Compliance: Similar to other healthcare professions, dentists adhere to advertising and marketing regulations specific to healthcare. While specific regulations vary by location, they are universally restrictive, limiting content development to topics of general health interest, with mainly an educational motivation.
Extreme cases: As dentists are all-too-well aware, many patients have some anxiety when coming to the dentist’s office. Promoting dentistry on social media can unintentionally trigger fear or anxiety in potential patients. Sensitivity is paramount when it comes to technical terms, diagrams, pictures and descriptive text.

The fact remains that many dentists do not have the time or expertise to effectively manage social media accounts or create compelling content. A dentist can, however, undertake a basic campaign without too much difficulty. Some tasks can be allocated to clinic administrative staff. Otherwise, many dentists rely on marketing professionals or agencies, but these can be costly.

Despite these challenges, some dentists have successfully leveraged social media to promote their practices by focusing on educational content, community engagement, testimonials (with patient consent), and by highlighting their expertise and commitment to patient care. With regular and consistent care – similar to the advice that dentists give their patients – building a strong online presence for a dental practice can be done, and at the same time can provide value to the audience.

Dentists who have succeeded in social media promotion have employed strategies which are categorized into a few key areas, as described below.

Educational Content

Educational Content – includes sharing informative content related to oral health. This type of content can include tips for maintaining healthy teeth, information about different dental procedures, or explanations of common dental problems or symptoms. In this way, the dentist is being positioned as authoritative, but at the same time, building rapport and trust with the audience, being seen to put the patients’ needs as number one priority.
Visual content – as mentioned above, dentistry can take advantage of the attractive lure of bright and beautiful smiles. Before-and-After Photos (with Consent or taken from other marketing sources which are approved by the source) can highlight results of dental treatments.
Free Q&A Sessions – gives patients and practitioners a chance to get to know each other prior to scheduling a treatment or check-up appointment.
Multimedia content – education videos can be turned into short videos.

Audience Connection

Community Engagement – dental care presentations can be given at schools or senior citizens organizations, or by participating in or sponsoring events, supporting charitable causes, or sharing local news and stories. This type of activity is good for directly networking with potential patients, and also makes for great content to share on all social media channels. Use location-based hashtags to connect with local residents.
Interactive Content – best used after a large audience has been developed, to encourage interaction through polls, quizzes, and questions. For example, you could ask followers about their oral health habits or dental trivia questions.
Quick response – responses to online comments and messages is key to building trust and rapport. The dentist or someone on staff should actively monitor social media channels for quick responses. This responsiveness also demonstrates a commitment to patient care.

Focused Promotional Efforts

Promotions and Special Offers can be used sparingly. The dentist would not want to appear as too much of a salesman. Occasionally the practice can offer promotions or discounts on dental services through social media, which also enables further engagement and interaction with the audience.
Collaborate with other local businesses or influencers to expand your reach. For example, partner with a local gym to promote overall health or collaborate with a beauty salon for a smile makeover package.
Patient Referral Program: Encourage existing patients to refer friends and family by offering incentives or discounts for successful referrals.

Consistent efforts will show benefits over time. Monitoring of social channels and tracking the results will reveal optimal themes that strike a positive note with the audience. From there, social media efforts will become more efficient (and easier to post) over time.

9 Basic Steps to Increasing Hotel Occupancy – and 10 Unique Opportunities for Hotel Marketing

August 28, 2024 admin Leave a comment

Increasing hotel guests using social media requires a strategic approach that leverages the power of these platforms to attract and engage potential guests. Here’s a step-by-step guide on how to do it. This article is focused specifically around small to medium-sized hotel owners

If the steps described below sound similar to the other articles on this site, that’s because these steps are effective for promoting nearly any type of business. As with anything in social media promotion, consistency is key. Having said that, there are a few areas where hotel promotions stand out from the rest, and these will be highlighted below.

Basics of Online Hotel Marketing

First, without the basics in place, an advanced campaign targeted at high-value customers would not succeed.

State the Objective: While the end-goal is most likely profitability and a higher income, identifying an intermediate objective can help to refine and enhance the marketing strategy. For example, are you looking to increase bookings, raise brand awareness, or promote special offers? Your intermediate objectives will shape your social media strategy.
Define Your Audience: Understand your target audience’s demographics, interests, and behaviors. This information will help align your content to your marketing strategy.
Create Compelling Content: Share high-quality photos and videos of your hotel’s rooms, facilities, and amenities. Showcase what makes your property unique and appealing. Use professional photography if possible. Having more photos gives your audience a sense of familiarity. Familiarity develops comfort, and comfort enables openness to the offer, which leads to sales. Otherwise, what type of content can be posted? Share Local Attractions: Highlight nearby attractions, restaurants, and activities. This can make your hotel more appealing to travelers who want to explore the area. Make it Personal: Share stories of local people who are successful, or who benefit from the tourism that has grown in their community, or who have special tours/experiences to offer your guest. Special Offers and Promotions: Promote special offers and packages exclusively on social media. Limited-time deals can create a sense of urgency and drive bookings.
Run Contests and Giveaways: Host social media contests or giveaways to encourage engagement and attract new followers. Offer prizes like a free stay or a discount.
Post Consistently: Develop a content calendar to plan and schedule posts in advance. Consistency is key in maintaining an active social media presence. Be active on platforms that are most relevant to your target audience. For hotels, platforms like Instagram, Facebook, Twitter, and Pinterest are highly effective due to their visual orientation of content.
Engage with Your Audience: Unless you are marketing for a global hotel chain, your time spent with individual customers can effectively move the needle in your favor – especially if you are aiming to scrape market share away from the major players. This is an area where small or medium-sized hotels and resorts can win out over the highest-value global brands, ie., adding the personal touch. An effective audience engagement approach requires consistent attention and responsiveness over the long run. While few hotel owners have the personal bandwidth and energy to carry out this strategy, the point remains that those who do can earn a high investment on the time they spend, picking up one customer or one booking at a time, sometimes for as little as a few minutes of chat. At the minimum, appointing a marketing person to respond to comments, messages, and reviews promptly and professionally will be necessary as a means of engaging with your audience, to build trust and loyalty.
Use Hashtags Strategically: Research and use relevant hashtags to increase the visibility of your posts. Create a branded hashtag for your hotel to encourage user-generated content.
Promote User-Generated Content: Encourage guests to share their experiences on social media and tag your hotel. Share their posts with proper credit. Focus on providing a good customer experience to ensure that reviews are positive. Subtly encourage guests to post reviews – a personal approach is best, as people generally find it difficult to say no. Furthermore, if a guest has a complaint, hearing their complaint first-hand – before they post it on social media – reduces the chance that they will post a negative review, because they feel that their complaint was addressed and heard already.
Plan a Budget: Using paid advertising on social media platforms is expensive, but it allows you to target specific demographics and reach a larger audience. Another variation on budgeted promotions is collaboration with Influencers. Partner with social media influencers in the travel and hospitality niche, or with a local presence in a specific market you are targeting. Promote special offers and packages exclusively on social media, and use limited-time deals to create a sense of urgency and drive bookings.

Throughout these steps, the most important point is to continue learning and improving. Regularly analyze your social media analytics to understand what’s working and what’s not. Continuously assess the return on investment (ROI) of your promotional strategy, including tracking of direct bookings from social media links or monitoring followers and engagement.

Building a strong social media presence takes time and effort. Consistency, creativity, and genuine engagement are essential for success.

Marketing Opportunities Unique to Hotel Businesses

Hotel marketing should include focus areas that are unique to the business.

Visual Appeal: Hotels are inherently visual businesses. They can showcase stunning visuals of their rooms, facilities, pool areas, dining options, and surrounding landscapes. This visual appeal makes it easier to create engaging content that can captivate potential guests.
Emotion and Experience: Staying in a hotel often involves emotions and experiences that are different from buying a product or service. Travelers seek to create memories, relaxation, and adventure, making it important for hotels to tap into these emotions through their storytelling.
Seasonality and Events: Hotels often have seasonal promotions and special events (e.g., weddings, conferences, holidays). Social media allows hotels to promote these time-bound offers effectively and reach the right audience at the right time.
User-Generated Content: Hotels can benefit greatly from user-generated content (guests sharing their experiences). Guests often post pictures and reviews on social media, providing authentic endorsements that can influence others to book. This opportunity is often overlooked by hotel owners and marketers who seek full editorial control over content.
Influencer Collaborations: Hotels can collaborate with travel influencers and bloggers who can share their experiences with a wide audience. This can be more impactful than traditional influencer marketing for other businesses.
Local Attractions: Many hotel guests are interested in exploring the local area. Hotels can use social media to promote nearby attractions, restaurants, and activities.
Booking and Reservations: Hotels can directly benefit from social media bookings and reservations. Travelers can click through from a social media post to the hotel’s booking page and make reservations, which is more direct and immediate than many other businesses’ conversion processes.
Trust and Reputation: Social media reviews and responses play a crucial role in managing and enhancing a hotel’s reputation.
Customer Support and Engagement: Hotels often use social media for real-time customer support, answering queries, addressing concerns, and providing information about amenities and services.
Local and International Audience: Hotels have the potential to attract both local and international guests, making their social media strategies more diverse and complex compared to businesses that primarily serve a local market.

In summary, promoting a hotel on social media is unique because it combines visual appeal, emotions, experiences, user-generated content, influencer collaborations, local attractions, and direct booking opportunities. Additionally, the hospitality industry places a strong emphasis on reputation management and customer engagement through social media. These factors make the social media strategy for hotels distinct from that of many other businesses, thereby posing both a unique challenge for marketers, as well as a broad spectrum of creative opportunities.

Case Study – Grooming and Pet Services

August 2, 2024 admin Leave a comment

Content Savants has had the privilege of working with a wide range of clients and business types, from hotels and restaurants, to specialty manufacturing and services. One of our more unique clients is with a small pet boarding establishment situated in Kuala Lumpur’s charming Sri Petaling neighborhood.

Through the generation of mainly graphical social media content and strategic implementation of a consistent meme-based campaign on Facebook and Instagram, the pet services salon has experienced a remarkable turnaround in customer queries and social reach. What was once a fledgling business, frequently grappling with days of no customers, transitioned into into a thriving enterprise that saw a steady stream of clients. This initial surge in positivity paved the way for sustained growth, culminating in profitability just four months down the line.

This transitional phase marked a significant operational improvement and served as a catalyst for the business’s success. Content Savants continued to collaborate closely with the business owners, as they expanded their set of services from only pet boarding to also include a specialty retail shop, and in partnership with a local free agent groomer, grooming services for dogs and cats. As a result of the social media campaign support, the initial results boasted a monthly Return on Investment (RoI) exceeding a remarkable 100% for their social media marketing expenditures.

Content Savants’ content services empowered the pet boarding business to engage in frequent and consistent social media posting, a strategy that drew the attention of their existing following (over 3,000 followers already on Facebook), which had grown organically over the business’s three-year history. The number of followers also showed steady growth, increasing by approximately 5% each month. While this metric hinted at further optimization opportunities, the immediate focus for the business was to enhance their appeal to existing customers, with other metrics taking a backseat to the bottom line. Content Savants aligned their approach with this priority during initial discussions with the business, devising a cost-effective strategy to generate early, positive results.

The social media theme was built upon two fundamental principles:

Branding: Fostering a positive association between the business and its customers over time. The implementation strategy also involved creating content featuring quotes about dogs and cats from renowned authors, actors, and other celebrities, which were then transformed into engaging memes and shared on Facebook and Instagram. This content not only supported the goal of forging positive associations but also positioned the business alongside influential figures, leaving a favorable impression on customers who recognized these beloved personalities sharing their love for animals.
Personal Attention: highlighting the personalized nature of the boarding services, and contrasting these to many of its competitors, which often confined their overnight guests in cages. This theme was brought to life through the inclusion of original photographs taken within the shop, depicting animals in playful and enjoyable settings. A diverse array of images showcased dogs and cats of various breeds, along with the occasional appearance of unique pets that the establishment accommodated from time to time.

While the initial phase of the pet shop’s online presence proved sufficient to propel the business to profitability and achieve a social media RoI that exceeded expectations, a second phase called for a more sophisticated approach, which included management of a marketing campaign that seamlessly blended online social media engagement with regular blog updates on the business’s website.

This more holistic and comprehensive approach is made possible thanks to the foundational efforts of its initial strategy, which relied on simple content development and consistent publishing to its growing audience. This strategy is available to any business with an online presence.

The key to success with this approach has been proven over and again in the context of nearly every business venture. Getting started requires the following (easy) steps:

Pick a Platform: Deciding on a preferred social media platform as the initial focus of communication and building a mass audience. Facebook… Instagram… Youtube… these and many others are fully suitable for a beginning campaign. Start with whichever is most familiar to you.
Use it Effectively: Learn more and more over time about what the platform offers and how to use it effectively.
Develop a Theme: Or rather, an online personality, or a voice through which you will express your thoughts. This is really about thinking of what to say, then how to say it. Search similar businesses online for inspiration (not copying! Remember, search engines are very harsh on copied content).
Focus on Consistency: Finding the time and pushing away the distractions to start writing, developing graphics, videos and any other format that will engage your audience and capture their eyeballs.
Up your game: Once you have a foundation of content in place, published consistently over an extended period of time, your skills will gradually improve and you will begin to seek out additional, more sophisticated ways to engage your audience.

The early success of the pet board business and its social media marketing strategy serves as a testament to the immense potential of this medium in elevating business profiles and captivating the attention of online customers.

How can you grow your website from 0 to 100,000

July 26, 2024 admin Leave a comment

Starting from scratch? You’re at the bottom of the mountain, and the trek looks daunting.

There’s good news: effort, time and persistence is all you need.

Let’s break that down:

Effort: This one is really about making good content. You should be posting an article on your blog at least 3 times per month, and ideally twice per week (at a minimum), to get off to a good start. This should be content that is better in quality on average than other similar websites.
Time: It takes time for search engines to pick up your work, and it takes time for your website to be noticed by others. When the search engines see that you are posting on a regular basis and have good content, your page will occasionally appear on searches where the search terms match your content. At the start, it would be helpful to write about topics that are niche in nature. Most-commonly searched phrases are already well-covered by major platforms in any field of work. Some are more easy to achieve rankings than others. The important thing is to start with something, and let the work you’ve done yield its result.
Patience: This is where you will have an advantage. Going beyond average in content creation and – most importantly – consistency over time will yield the best results. All you have to do is do something more than the average and longer than the average. It will take about a year to start seeing needle-moving results. Do a search and look up websites which cover a similar topic. You can almost be guaranteed that when you look at the blog dates, you will see an intensive period of writing (maybe a year), and then after that, nothing. These are the sites you’re looking to beat. Play the long game.

Barriers to entry:

“Not good enough”: If you’re concerned about your content not being better than the rest, and are waiting to find time so that you can really do a good job, forget it, you’ll never get it done. Just start by writing decent content. Make sure whatever you write follows the 3 Cs – Clean, Clear and Concise. Be a little bit critical of your content after you have posted it, and compare your work to others. Over time you will naturally get better, with a little bit of effort.
“Don’t have time”: If you don’t have time, then forget it, you’ll never get it done. If you genuinely want to market your products or services online, then you have to find the time. Fortunately to get started and to have at least a modest result in building an audience, a few hours per week is sufficient. Of course you can pay someone to take care of your social media marketing.
“So much to learn”: No there isn’t. If you know anything about your line of work, then you should be able to write an article about what you do. If you can write one, you can write another. Break down the topic into its individual components. Search the internet to find out what is interesting to others. Add your own style and views on the matter, and with consistent practice in writing, you will get faster and more proficient.

For internet marketing, traffic growth is related to revenue growth. Like anything in life, practice makes perfect. Unlike some skills in life, for social media marketing, you do not need 10 years to become a pro. You can start now, with the skills you have. You will only improve over time.

How many daily visitors do you want to reach your blog? Pick a number… any number…

Let’s say, 100,000.

Let’s say, for example:

50 blogs: this would be a reasonable target to achieve by the end of the year. Ensure that your articles have keywords that are relevant to your target audience. More than just “key words”, but think of phrases that are relevant, which may receive at least 500 searches per month. Check ads.google.com for potential keywords to target.
50% CTR: this is your click-through rate. Clearly your end-goal is not just showing up on a search engine. You want an audience to see your blog, and to eventually see your online offer. If you are achieving a CTR from the search page of 50%, that is a good result.

At this point you should be getting some noteworthy traffic.

Example formula: 50 articles x 500 searches x 50% CTR = 12,500 visitors per month, or approximately 400 per day.

By this time you are essentially a “pro” at social media content development. Let’s break this down into what it means to achieve the higher goal of a mass audience.

If you can get 10% of your readers to share an article on Facebook (for example), then at this point you’re generating 1,250 shares per month, or around 40 per day.

If we assume that a Facebook account has 200 friends (actually, 500 is not an unreasonable assumption), and let’s assume a modest 10% click rate from your social media reach, then your additional daily visitor rate would be 800 new visitors per day.

Example formula: 40 x 200 x 10% = 800

Each month you will increase your visitors by ~24,000, and increasingly over time.

But, if your target is 100,000… is that total? Is that per month? Daily?

The factor at play here is how much more content development do you need to reach your target? Calculate your multiple, and apply that multiple to all the audience-development work that you do already.

Track the time and cost of the work you do. Where you are getting a positive result but it is taking you a long time to do it, you can hire out the work (from blog writing up to total campaign management). Because at this point you will have a good view as to your return on investment, you will be able to calculate the value of external support with authority, and negotiate accordingly.

Now on to next steps:

Measure your results in detail. This will show you what you’re doing right. Focus on that and do it over and over again.
Increase the amount of content you post – pay particular attention to which pages are getting the most views and comments, and focus on these topics, adding something different occasionally to test the response.
Invest in paid traffic – ensure your content, headers, phrasing and other variables are optimized to elicit conversions. Optimize your content to fit the audience and motivate traffic.
Include email marketing, to follow up on existing and past customers.
Double-up where you see success.