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Social media is the marketing of the future

We are living in an age ruled by social media - it’s safe to say it’s here to stay and there’s no escaping it. Social media for business is booming and traditional marketing strategies are becoming obsolete. Don’t let your business get left behind! Cultivating a favourable social media presence for your business takes time and effort, but the benefits are many. Developing a social media strategy for your business effectively enables your business to gain exposure, website traffic, and advertise more effectively than ever before. 

Connect and build relationships to become front of mind

Social media channels are chock full of potential customers and clients for your business and the reach is beyond quantification. Today, there are over 2.4 billion active Facebook users and over 1 billion active users on Instagram. With monthly active users increasing exponentially on both channels, this becomes a huge opportunity to develop awareness of your brand that runs deeper than recognition of your name and logo. Social media allows you to share the personality of your business in a way that people can relate to and interact with. Share content that you care about consistently to let people get to know and trust the voice and values of your business. The best part is that this isn’t a one-way street like conventional marketing campaigns - with social media you can open a dialogue and invite your client-base to engage in real conversation. In this way, you can nurture real connection and build relationships. If you want to be remembered and remain front-of-mind for your client-base, social media is where you want to be! 

Drive traffic to your website from social media channels

Your social media presence not only boosts your brand visibility, but also opens the digital door to your growing website. You can think of social media as a vast ocean of potential clients and customers. With well-curated social media content as your tackle, you can reel-in social-media swimmers who are already hooked on to your brand. Authentic content that is relevant to your business and consistent with your brand is one of the best ways to drive traffic to your website. To make it easy for people to land on your website, include links to your website in your social profiles and content posts. A blog is a great way to share engaging content that is directly linked to your website.  Every time you share any piece of content on social media, you’re creating a bridge for people to find your website and become a client or customer. Swim in the ocean of social media and watch your website traffic soar!

Advertising has never been more simple than on social media

Once you’ve developed your presence on social media, you can more effectively harness the enormous potential of advertising in social media channels. Social media ads are one of the quickest and most effective ways to connect with your target audience who are already hanging out there. Your increased visibility and website traffic often translate to sales in and of themselves, but often for as little as a dollar you can boost your carefully curated content to make it even more effective. The targeted reach and lower ad costs of social media marketing - all you need is the right strategy! Avoid social media adds that are overly sales-y and find palatable ways to weave ad material into your overall social media strategy. Sales ads alone won’t cut it on social media - take the time to build your brand awareness in social media to really amplify the influence of your social ads. 

You’ll never look back

A strong social media strategy can take your business to new heights. As with any advertising campaign, this takes time and effort but the return of investment is likely to surpass that of traditional approaches to marketing, which are becoming quickly outmoded. Your social media presence will not only give you increased exposure wider and more targeted audiences but will also drive traffic to your website and expand your advertising potential. If your business needs help developing a digital presence, Danger Dynamite can help.

Published in Blog

Instagram is testing changes to the visibility of likes

We are about to find out how much value the almighty Instagram ‘like’ really has, both as marketers and as regular instagram users. For some of us in Canada, we are already getting a taste of an Instagram where we are unable to see how many likes a post is getting. That’s right, we get to be the test pilots for the most significant change the world’s fastest growing social network has seen since the advent of stories. As we have seen in the past, such test changes usually end up being rolled out universally on the platform. In our opinion, taking likes out of the equation is a good thing, and we’ll tell you why.

What do likes really mean.

One of the reasons we are excited about Instagram concealing likes is the possibility that we as marketers can shift our focus to creating great content instead of trying to play the game of producing content that garners the most likes. Some will argue that likes on a platform such as Instagram don’t have the same viral impact that they do on Facebook. The difference is, that on Facebook, our interactions with posts cause them to be shown to our network. This isn’t the case for Instagram. The problem with likes, aside from the negative role they play in causing users to determine their self-worth based on the quantity of likes they receive, is that likes don’t necessarily equate to engagement. For anyone who has ever watched another person scroll Instagram (particularly teenagers), it’s a blur of scrolling and double taps—mindless likes being doled out with little regard to why. Overall, there isn’t much in the way of ROI to be had based solely on the number of likes.

Influencers and the numbers game.

Influencers are likely the ones who will be significantly impacted by this change in the short term. For influencers, likes are how they communicate ROI to the brands paying them. Influencers have been cashing in on the instagram likes gold rush. Truth is, many influencers inflate their follower base and likes through shady practices and bots. It’s been well known that twitter and instagram are both subject to an infestation of bots and like-farming. What this change would mean for influencers is they would need to show better and more qualified engagement to warrant their rates. Their content would potentially need to show a more direct connection to sales or other important results based metrics.  Removing likes as the primary metric for ROI is a potential win for everyone as it motivates influencers to create better content, resulting in a more engaged audience for the brands they are working for.

So, what metrics matter if likes disappear?

Something we hear all the time from brands is “how many likes did our post get?” They are attributing ROI to the number of likes they receive. But as we have discussed, likes aren’t really that valuable as a measurement of ROI. Some metrics that actually have value are things like reach, which tells you the total number of people who have seen your post. Likewise, the number of impressions content receives is useful in telling us how many times the post has been viewed. That’s the goal after all: to get your content in front of your desired audience. The next big metric is engagement or comments. Not only is it important to keep an eye on what type of comments your posts are inciting, but knowing how much engagement and reach your content has can tell you a lot about how your follower base and if they are getting anything from your content. This is social media after all.

Should I even be using Instagram then?

Without question, yes. Take a look at stories as an example of why likes don’t have the impact that we may think they do. You can’t see how many likes a story gets. We aren’t engaging with that content based on inflated popularity. Instead, the ephemeral nature of stories is what makes it so hard to resist. We want to see it before it’s gone! The transitory nature of stories enhances their allure, and has broadened the reach of content in a whole new way.

Facebook and Instagram have already laid out plans to make stories the core of their platforms, and certain brands are already taking it seriously. The posts in an Instagram feed are where the brand image can be carefully curated to communicate the values and culture of the brand’s essence. While, the stories are the playground where users engage in an ongoing unfoldig a brand’s story.Take a peek at brands like Mountain Equipment Co-op or Coca-cola, and you will see branded feeds that carefully tell a brand narrative. Why? Because this sort of strategy plays into the Instagram algorithm.

Beyond creating relationships with your audience through social media, being active on instagram and other social networks continues to play a growing role in how search engines rank your website in organic results. So if ranking on the first page of Google’s search results is important to you, you’re going to want to get active and consistent on social media.

The take-away?

Creating great content that tells your brand story will establish your brand culture online and keep your audience engaged. Go ahead and leverage stories. Use them to get in front of your audience in a meaningful way. It’s not all about likes anymore. And at the end of the day this is social media, so let’s be social.

If you need help managing your social media or getting your strategy on track, drop us a line. We’re here to create great content when you don’t have time to.

Published in Blog
Friday, 17 August 2018 17:19

How to Respond to Negative Reviews

Recently, in our local social media scene, we watched a local business get burned in a most glorious fashion when trying to go to battle with a customer who left a negative Facebook review.  Not only did the business embarrass themselves, they inadvertently recruited a legion of opponents and lost scores of existing and potential customers. No business owner wants to end up in that situation, and it can be easily avoided by following these five simple steps:

1. Own your shit.

Even if you truly have done no wrong, owning the fact that you didn’t come thru in your customers eyes is important. It will validate their experience, and show other potential customers that you actually care about how each person experiences your business.  Showing your customer you are willing to own a mistake and at least try to make it right will earn you some legit street cred.

2. Stay humble. Don’t get defensive.

Nobody cares how right you think you are, all they will see is how defensive you have become.  Once you go on the defense, you’re typically on a one way path of escalating conflict and pitting yourself against a customer. You will only end up looking like the bad guy. It’s best to swallow your pride and take the high road.

3. Offer a solution.

Here is a chance to both market yourself, save some face and do the right thing.  Offer up a solution in the form of solving the issue, providing compensation, or comping their next experience. This is a great way to convert an unhappy customer to a happy one, allow you the chance to create a positive experience on the second try, and maybe even recruit a word-of-mouth evangelist for your business.

4. Take the conversation offline.

Keeping a conversation online does little but create more opportunity to make a mistake and look bad.  Besides, the more things carry on online, the more likely you are to get trapped in a defensive roll and escalate into a conflict state.  Taking things offline. Make a phone call or schedule an in person visit. This helps to diffuse any simmering animosity as having a voice conversation or in person conversation humanizes the whole thing, making it unlikely anyone will stay hostile and angry.

5. Keep it super simple. (K.I.S.S.)

Long winded responses are not what anyone but an internet troll is trying to get out of you, and when you give one, you might just be feeding the troll. Keep your response short, concise and with a definitive goal of finding a resolution to mitigate the opportunity for escalation. You’ll also save everyone involved a ton of time.

So, when you get one of those stinging one star reviews that gets under your skin and makes you want to lash out – don’t. Take a deep breath, walk away for a few moments, and when you come back to it, follow these five steps, knowing that everything will be okay. You can do it the right way. And if you need a little help, thats where an agency like ours is only a phone call or email away.

Published in Blog

For years we viewed social media platforms as somewhat "personal" and as a business owner, you've always stuck with marketing platforms that you believe are more "professional”. However, social media cannot be avoided any longer. No matter how much you try to deny it, the truth is: we are in the golden years of social revolution - and you can't afford to miss out. Social media is here whether you like it or not. The thing that you should consider now is how you can use it to your advantage.

If you have been living offline, or perhaps your business really is brand new, you're probably itching to ask: Where do I begin?

To help you out, we'll discuss some of the basics of social media that you should learn and understand as a business owner.

First of all, social media is not traditional advertising.

Here are some factors that you need to consider before you get involved in social media as a business:

* You should humanize your brand. Show your brand's personality to people. This is the perfect platform for you to show everyone what you're all about. Your brand should be known for a certain characteristic - are you witty, funny, inspirational? Be creative but be consistent too.

* You have to be here for the long haul. It's not something that you just do in one weekend. It's an endless responsibility. But that's just as well because it also delivers endless opportunities for you and your brand.

* Be open and, more importantly, be honest with what you share. People are in social media to connect, to find support, to find people with the same ideals and interests. You should be open to providing advice, especially about your industry. Be as honest as you can when giving your opinion as well.

Social Media Platforms to Choose From

Facebook, Twitter, Instagram, Google+, Linkedin - there is a social network for every type of audience. What you need to know is where your customers are. This would require some research. Do not just guess. You don't want to waste your social marketing efforts on a platform if your target audience is not going to be there to witness those efforts. Choose networks that will allow you to reach and gain potential customers. Know where your people hang out and once you do, it's time to make your appearance on those popular spots.

Social Media Offers Equal Opportunity

Unlike television ads or billboards where only big brands with big budgets can get their prime spots, everyone is on equal ground in social media. It doesn't matter if you're a multinational corporation selling a household-name cookies or a small-town bakeshop who wants to tell the world about your amazing cupcakes. In social media, you can reach the audience you want whenever and wherever they may be. It doesn’t even cost much!

Social media has, indeed, become one of the best tools for businesses big and small. And there's no reason for you to miss out on an opportunity to grow your business by establishing an awesome digital presence! Sure it can be overwhelming at first, but trust us, everything is going to be fine. The good news is you don't have to do it all on your own. You can contact Danger Dynamite and we can help you start and maintain your social media platforms to make sure that you're reaching the right audience when you need to reach them. Let's talk strategy!

Published in Blog