Regardless of what business you have, social media channels are something to consider. Even in today’s world where the biggest social networks are filled with filthy, worthless, monkey-like robots. Because there’s still people there, real customers or future partners, and they’re all still reachable once you understand what you’re doing through your Marketing and how your target audience is actually using all of them.
Well, no need to get into big intros because you know what this is about.
I’ll show you here the following:
– Social Networks
– Social Networks’ ideal niches
– Social Networks’ audience
– Social Networks’ context (what are people thinking while using it?)
– Social Networks’ marketing strategies (the few strategies that work the best)
The end goal is to help you have a WIDER VIEW faster to help you grow your business with the right foot. Here’s all I’ll approach for now:
- Social Network – Facebook
- Social Network – Instagram
- Social Network – Twitter
- Social Network – Youtube
- Social Network – Pinterest
- Social Network – Snapchat
- Social Network – Linkedin
Now let’s cut to the chase.
People on Facebook are usually using it while on rest hours. They use it more to track down their friends’ lives (like stalk them), or to promote their own undeniably perfect lives, or to do product research. But this is just a piece of the context.
So let’s open things up a bit.
Besides rest hours, people take a look on their Facebook feeds every single time they get a notification, mostly. The thing is that this is for many a feed of their friends’ posts. And friends tend to post ONLY the “Facebook life” to each other, creating the illusion of that “perfect life” they lie about being living.
This leads to abismal depression to the heavy Facebook user.
Therefore, keep in that people who use Facebook more tend to consume more “perfect lives” through their feed which shows how their own lives are not even close to matching that reality. Hence, the depression state.
But why I’m saying this?
Well because you’re shooting a marketing message to a person who is living in a depression state. Do you think through effective copy, and targeting, and smart neuromarketing principles you’ll still get satisfying results?
Something to think about.
But I’m not done with you on this.
Nowadays, mostly thanks to Millennials, posting complaints and questions on companies’ Facebook Pages instead of calling the customer service directly has also became a strong behavior among Facebook users as well.
Besides all that, after the MASSIVE rise of chatbots, Facebook users are now using the Facebook Messenger App to interact with artificial intelligence assistants that are able to aid on online shopping, by delivering product lists and answers about products. The famous “Conversational Commerce” movement that business people like to call it.
So the way how people do shopping is drastically changing.
Another context you should be aware of.
But there’s one more thing.
Advanced users — Entrepreneurs (like myself) — usually use the news feed ONLY to follow business and political Facebook Pages, to get all news and trends first-hand, and to check out what is going on in the business world. It’s practical, prevents procrastination and feeds you the information you need to know fast, using just a simple scrolling movement. So know now that certain users only use Facebook as a way to gather several news channels into one and they skim it, and if the headline is interesting, they click on the link.
- users use Facebook to track and compare person-to-person relationships
- users use Facebook to integrate and follow all the news in their news feed
- users use Facebook to simplify the customer service experience
- users use Facebook to interact with A.I. shopping assistants
Once we know that, let’s head to the Facebook strategies.
- FACEBOOK LIVE EVENT — Q&A / CONTESTS / BRAND TRANSPARENCY
People want “human level” contact, right? They want REAL. They want the truth. They want transparency. Live events provide just that. If your brand isn’t attempting a “one-on-one conversation” with customers in an Era where Bots are dominating and people are posting fake lives, then your business may be devoured by all this bad noise very soon.
You cannot stay in “Corporate America” mode anymore and lose the personal touch. This is why this works. Because you can REALLY CAPTURE the attention from people on Facebook today in the middle of this noisy universe, by using Live Events. But WHY it works? Well, except from the facts of people lying and using bots which I just mentioned, it also changes the perspective of your Marketing from “I’m shouting a message to everybody” to “You are all free to have a conversation with me in real time NOW and ask anything”.
You’re PUSHING your audience towards engagement. Real engagement. A comment, a question, a like, whatever people are dying for to give them relief about something. It can be personal struggles or business advice. This makes your brand look more “personal” instead of “corporate” because an actual person is right there talking to you.
Let me illustrate. Here’s a great Facebook Live video Grant Cardone did using Facebook Live to boost his brand to his customers. Grant is doing a Live Sales phone call, demonstrating how to close a customer to his whole audience (which also has customers):
Real. Transparent. And pushes people to ask questions.
- SHORT VIDEO — DEMONSTRATION / HIGHLIGHTED MOMENT / A QUICK WORD
Users’ attention span while navigating online is now horrible, so horrible that the NY Times says it is hitting the 8-second mark (to some even less) nowadays which means you have this amount of time to grab people’s attention. Short videos are a medication for that. Why?
Because you have the advantage of providing a message that will land on people’s brains really fast, since we can identify images seen for as little as 13 seconds. Now merge this science factor with The Amazing Power of Neuromarketing and you’re able to “freeze” someone on Facebook to deliver your marketing message with effectiveness.
Gary Vaynerchuck likes to use short videos a lot, and it does work, even with myself:
People have 1, 2 or 3 minutes to watch a video.
But asking them to give 30 minutes or even 10 minutes nowadays, is asking for a lot. Right? Especially to entrepreneurs. Therefore, short is the way to go. Build a massive short video list that has REAL impact and you’ll see real engagement from users. Like the ones Lowe’s Home Improvement got in his 59sec video:
People will still pay attention to short but real information.
And they’ll engage, even if that information needs a tweak (like in the 1st comment above).
- CUSTOMER SERVICE — FAST RESPONSE / FAST OFFERING
Like I said, nowadays the phone is an annoying device to many. People prefer to deal with brands on a Facebook Page over a phone. It’s faster, cheaper, and you usually get an instant response because depending on what you just wrote to the brand, it may harm its reputation. People know that. Therefore, fast responses become a must to those who are serious in doing Facebook marketing because, on the flip side, fast responses convey TRUST for your audience. This is why brands that come across putting their reputation at risk are usually very respected by new visitors/prospects.
Especially when they do what Zappos did:
Understanding how people will likely prefer to reach your business helps you connect faster. Zappos is a great example of getting real close with your audience through customer service. They do it so well, that their followers end up doing stuff like this:
And you can predict the engagement of that, right?
- FACEBOOK MESSENGER A.I. INTEGRATION — A.I. SHOPPING ASSISTANT / A.I. RESEARCHER ASSISTANT
Thanks to the gigantic REVOLUTION A.I. is causing to business and marketing, an A.I. assistant works as a nice way to: (1) save your customers time by providing product pricing market research regarding your service/product in real time; (2) creates a psychological loop of instant gratification if your chatbot is really good.
People are using Facebook Messenger a lot lately, growing the App’s user base almost 4x times in just 2 years. But besides the massive amount of chatbots available to almost any industry on Facebook Messenger, all you need to understand to market your business well with a Chatbot is seeing its power and how it works:
The rest of the work is just imagining how your business can innovate using this resource, to then use the idea in an easy-to-set business Chatbot.
- CHALLENGES — PRODUCT PROMOTION / USER-GENERATED CONTENT
Challenges are something that works in almost any social network, as you’ll notice in this article. People love challenges. It gives them an “adventure mindset” which eventually puts them in a “fun state” if your challenges are really fun to participate. Besides, it may even have a noble cause behind the scenes, like the famous Ice Bucket Challenge that even Mark Zuckerberg did due to its viral power on Facebook:
Challenges that were made to promote a cause work even better.
Your goal should be to do the funniest challenges whenever possible because it sells your company as a “fun brand”. People like to laugh or make fun of others. Besides this obvious benefit, you also get part of the overall traffic going to the cause and redirect it to your own Youtube channel (if you have one along with a Facebook Page).
But the core is the SEO benefit.
People will type “Ice bucket Challenge” and they can find your company on Google. Maybe through several blog posts around the web or through screenshots of your video. Like this:
This is a very good strategy because you never know who might be watching these challenges, especially when other famous entrepreneurs and celebrities get involved in the game.
Nowadays, these are the core ways Facebook can be a very good marketing tool to a company. Explore these options, and you’ll definitely experience far more success.
People are usually using Instagram either to do window shopping, to check out high-resolution photography, to check out puppies, to mock friends by tagging them on a picture, or to stalk celebrities. These are the core activities, but there are far more other occult reasons why people use it. For instance, there are people who are using Instagram specifically for therapy(!) due to its visual power which provokes good emotions in our brains.
You would never imagine that there are people using it because of that.
So if you were some sort of “healing clinic”, Instagram would be a good place to put your chips.
But this is not all.
To teenagers, there is a concept they call “The Cool Ratio”.
This is some sort of stupid formula teenagers use, but it basically means this: The more followers you have and the less people you follow, the cooler you’re. Period.
Therefore, you need to understand that to TEENAGERS, Instagram is just a pure, hard, solid numbers game. They don’t understand things like conversion rate, awesome pictures, and how bots giving them followers is obviously useless etc. They just want numbers. They want social proof. They want to look “cool” in front of everyone else. Therefore, expect hard rejection from them if you’re just starting out on Instagram and you have a low following.
Another point is where people are Instagramming.
The most common places people are Instagramming are: while at parties, while at the gym, while eating out (have you heard about this restaurant’s idea?), while at special events (baseball games etc), while at luxury places, while in family or dating times.
Now, this doesn’t mean there aren’t other situations but people tend to pick up their phones in those moments and use Instagram to portrait a cool and interesting life.
- users use Instagram to see puppies
- users use Instagram to stalk celebrities and influencers
- users use Instagram to see high-resolution photography
- users use Instagram to record good life memories
- users use Instagram to record their own body improvements
- users use Instagram to do window-shopping (dresses, shoes, perfumes)
- users use Instagram to mock friends by tagging them in pictures
Now let’s head to the strategies.
- INSTAGRAM STORIES — PERSONAL LIFE / DEMONSTRATION / PROMOTIONS / CHALLENGES
One of the strongest features Instagram has (which was copied from Snapchat), is Instagram Stories. The power of using this lies in the 24-hour time frame you have to watch a story that a profile posted. But why this is powerful?! Well, because this is actually a “psychological punch” in almost any human since it essentially pushes people to be “up-to-date” and be part of the group that is “up-to-date” of your audience. Get it? For example, you can unleash a challenge to your audience using Instagram Stories and giveaway a BIG PRIZE, and only those who viewed your video will be able to participate because only those who are closer to you will know the rules.
The goal is to bring up the personal side of your brand more. Remember what I’ve just told you now? So let’s assume you own a gym. Then don’t you think creating physical areas with better light and machine positions for customers to do Instagram stories would be a very smart marketing move? You would have places ready for heavy users like influencers to do their promotional videos and photos, which to them is work, like this:
Made you a new "Total Body Burn" real time 7 minute workout! Only the first minute of it fits here on IG- type this link into your browser to view full workout or visit my website (link in bio) ➡️www.nataliejillfitness.com/total-body-burn/⬅️ ————————————- Outfit is @bodyangelactivewear use coupon nataliejill to save
Obs: Heard the complaints at the beginning right? Take care of influencers and use them to amplify your Instagram and your Brand’s reach. If you have the chance to provide a BETTER place to those who can promote you, do it.
The same can apply to restaurants.
You can reserve places so people can promote their own Instagram Stories, like for instance: “Here’s the best view to save this memory in your Instagram for life” with a big view behind, like this:
Courtesy of: Hotel Caruso
If you go to the amazing Hotel Caruso’s Instagram, you can see their Instagram stories show several places of the Hotel so you can have a more complete idea of how it is in seconds:
People respond to Instagram stories very well.
There’s also the move to unveil the “behind the scenes” of your brand just to make it look “more transparent” as well, showing how things really work inside your company. For instance, take a very FUNNY Instagram Story Nasa did a while ago and repost it:
In only one-minute, you can find out what it’s really like to live on the International Space Station—if you also have NASA astronaut Reid Wiseman, who spent 165 days in space in 2014. Listen as Wiseman answers the questions you would ask about real life in zero g: how big is the space station, is it very hot or cold there, was the food any good, did you prank-call anyone from orbit, and many more. Credit: NASA #nasa #space #iss #spacestation #astronauts
Showing part of your personal life is also a heck of a boost since it brings humanness to the brand by exposing the people behind everything, like Grant does a lot:
So if your brand has something interesting to say that adds a personal touch, then using Instagram stories helps a lot. Because those who actually consume your videos will feel part of a “special group”. The “up-to-date”, more knowledgeable group. The “shut up I really know him” or “I really know how that brand works inside” group. And this group knows that is also ahead of others when it comes to getting a prize your company is giving away.
- TAGGING — USER-GENERATED CONTENT / PRANK FRIENDS / PRODUCT PROMOTIONS
Tagging has several ramifications: (1) You can publish something that has the ability to MOCK a friend; (2) You can publish a photo of a product and force people to tag with a hashtag they like; (3) You push people to mock/play with their friends; Tagging is a highly valuable move on Instagram. To open your mind a bit, you can make your audience tag a friend with a message, like: “tag a friend who couldn’t fit in this dress” or “tag a friend that could take this challenge” or “tag someone who would like this product at Friday night”, for instance. You can provoke people, push people to buy, or simply demand a “tag a friend” for giving away something.
Here’s a practical example of this strategy:
This is it, there’s nothing to add to it.
Is that simple.
- CHALLENGES — USER-GENERATED CONTENT / PRODUCT PROMOTIONS
Challenges are no news here, so I will only reinforce what it’s mandatory: Powerful Challenges are REALLY interesting. You know how it is. They work so well to get attention, that some even took it to the dark side by defying people to censor their own bodies with ONE finger. Yep. Crazy messed up world we live in folks. Nonetheless, challenges are a great strategy to blow up. So if you want to do things even better, then you should try something like this:
CLOSED – Whoever said that money can't buy happiness, simply didn't know where to shop! So I've teamed up with some fabulous bloggers to give you an opportunity to win a $750 gift card to one of our favorite retailers, Nordstrom! No reposting or commenting necessary, simply follow the instructions below! 1. Follow (@sothentheysayblog) and ALL bloggers/ shops 2. Like this post and everyone else's involved 3. Tap on the photo to see where to go next Once you've made your way back here, you have completed your entry! Please remember you must follow everyone in the loop to qualify. All entries must be submitted by 1/20 6pm CST. We ask that PRIVATE accounts are made PUBLIC during the giveaway in order to be entered. The winner will be announced on 1/21, we appreciate your patience while we verify all the entries. Good luck! Per Instagram rules, we must mention this is in no way sponsored, administered, or associated with Instagram, Inc. By entering, entrants confirm they are 13+ years of age, release Instagram of responsibility, and agree to Instagram's term of use.
Or maybe you can choose to use Starbucks’ great challenge strategy, pushing people to paint their cups to make the brand go viral:
There’s nothing new about this too, just make it FUN!
A very good website that gathers Instagram challenges can introduce you to several different ones, showing to you what options you can explore with your brand, like the famous #workandplay challenge or the #ilovemyjob challenge:
Join the crowd.
- HEAVY BRANDING — ONE-SECOND NICHE PROMOTION
This is something I invented myself, from all the research I did before starting my company’s Instagram account. The strategy is quite simple: Make the user know in one second the top 3 things you sell by focusing on the niche keywords you represent and want your brand to be known about.
Let me clarify to you.
Looking at my Instagram pictures/content what can you tell that I sell?
Therefore the very first thing a visitor will realize as soon as he bump on my Instagram account are the words: Marketing, Entrepreneur, Coaching. If I put so much evidence around these, then it must be because my brand is related to that. Right?
Quite simple and very powerful strategy, which I haven’t seen many other brands using.
And if you click on them, there’s some pieces of advice to generate engagement:
Simple. But HIGHLY effective.
(Yes, you’re allowed to use my branding strategy)
- IMAGE TAGGING / SHOPPABLE TAGS — CROSS-PROFILE PROMOTION / WEBSITE/PRODUCT PROMOTION (update: March 23rd 2017)
This is a new Instagram feature (IG’s official blog) that has recently been appearing more and more in the marketplace, which is why I’m also adding this to the list. Image Tagging or “Shoppable Tags” is a really powerful move for marketing purposes, because it allows marketers to cross-link products, brands and people in the same picture. Ideal for e-commerce websites especially because you can tag clothes and wearables, like I’m about to show you next.
So here’s a solid screenshot so you can get the idea:
Now let’s deconstruct:
Your mind can already make some “marketing connections”, right?
You can team up with related brands and use one influencer to promote everybody in the same picture, which will save you all money if you find the right brands to do a partnership with. Picture a model promoting a purse, some shoes, pants and jewelry for instance. All products can be from different brands, or it can be all from the same brand.
But in case you’re in a partnership, you can divide the influencer’s cost by the number of partners that are being promoted in the picture. Get it? You cut down costs. Besides, when is time to promote the influencer’s post, you’ll have far more sharing power because everybody will be using the power of ALL marketing channels COMBINED, generating hordes of traffic and ultimately, sales.
A simple feature that changes the game.
Enjoy it. Explore it. Abuse it.
SOCIAL NETWORK — TWITTER
Ideal Niches: Journalism/News, Politics, TV Celebrities, Comedians, Economics
Audience: Mostly between 18 to 29 years old. Younger people.
People are usually using Twitter to follow first-hand news about the stock market, about the world, about celebrities, about politics and also, to use it as a customer service channel. Basically, these are the core activities.
Besides the basics, know now that at least 85% of Twitter users are using it from their mobile devices which indicate that even on busy hours users are scrolling to find the content they want, to consume the trending topics and news of the day.
To prove my point on Twitter’s strengths for news consumption niches, recently, Twitter recategorized itself as a NEWS application for the world. This generated a boost in its growth because….well….
You may guess that Twitter knows his audience and this is why you should know it too. People on Twitter today use it mostly for news consumption and to talk directly to influencers:
Therefore, when social media users want to keep track on the news, they go to Twitter.
And since customer service is a “form of news”, because it’s a one-on-one news on a particular case involving a brand and the customer, Twitter is also a strong social network for that as well.
Here’s an example from FedEx:
But anyway, let’s get to the point.
- users use Twitter to check out news about politics, economy etc
- users use Twitter to check out celebrities and influencers
- users use Twitter to use it as a customer service channel
Now the strategies.
- SHORT VIDEOS — USER-GENERATED CONTENT / PRODUCT PROMOTION / BRAND TRANSPARENCY
Short videos are a very smart move on Twitter. Thanks to the users’ news feed being usually full of only links, by publishing a video you already stand out since it occupies most of the person’s screen size. But don’t stop there. To really boost things, mixed it up with Snapchat’s Spectables (great video!) to make your brand look more “social aware” and therefore, cooler:
(curious about the video? click here)
But if you want to see the power of a short video on Twitter, here’s another one:
— Greg Swan (@gregswan) January 12, 2017
There’s no secret. Make them short. Very interesting.
- CHALLENGES — USER-GENERATED CONTENT / PRODUCT PROMOTION
Challenges usually work very well on any Social Media, and in Twitter this is not different. Red Bull proved that point by creating a special challenge called “What can you do in 1.92 seconds” in their Red Bull Racing dedicated Twitter account.
Here’s the challenge explained:
Do you think all the variations made people comment?
Challenges get people talking about your brand, especially if you can make it really funny. Embrace them. You have nothing to lose.
- CUSTOMER SERVICE — REAL-TIME SUPPORT
Since Twitter is a social network where SPEED is the main factor, it definitely makes sense to use it as a customer service channel. This strategy for Twitter worked so well for Xbox, that they got the title of “The Most Responsive Corporate Account on Twitter” from Guinness World Record, a hard-earned goal that cost them 4,000 tweets per day.
Here’s one example from Xbox customer support:
And here another one from UPS, being complimented by a customer:
Now here’s the HINT: UPS tracks down mentions of their brand. Yes, every kind of mention. Did you say something about UPS? Then expect them to reach you soon. That’s really smart marketing. Why? Because it generates what you just saw above. By “stalking customers”, they end up putting them in a very happy place because they’re able to provide INSTANT HELP. Instant help is attached to instant gratification, which is something humans love to have.
Therefore, tracking all the mentions of your brand on Twitter boosts your Twitter viral results because you become “closer” to your audience with little effort. Very little effort indeed.
“How do I do this with my brand then, Peterson?”
Look, there are 2 ways to do this: Through advanced Twitter search and through SproutSocial. The latest, has the advantage of gathering all your brand mentions (#brand, @brand, brand) and putting them all into one single dashboard, showing you all real-time mentions along with older conversations. Worth the shot to spy on twitter.
- CHATBOT — SHOPPING ASSISTANT / CUSTOMER SUPPORT ASSISTANT
Twitter is also playing the Chatbot game now, and if your brand is already using the social network as a customer service channel, then why not extend things and integrate a chatbot as well? Or maybe you just like to build a full solution where you have the Twitter feed stream for customer support and the chatbot DM for orders. Having both combined creates an environment clients feel very comfortable with.
For instance, here’s an example of how it works coming from the official TwitterAds account:
— Twitter Advertising (@TwitterAds) November 1, 2016
Nice. Using chatbots in this context makes your brand faster in an area where people don’t care much if they’re talking to a human or not. Therefore, embracing chatbots to use with customer care, works. Very well. Like Business Insider reported here:
WELCOME MESSAGES: enables businesses to set expectations as they enter a DM conversation with customers. The automated message, which can be sent without waiting for the customer to send the first message, can contain deep links to specific Tweets, websites, or apps.
QUICK REPLIES: will make it easier for businesses to prompt customers with the best ways to reply to a DM; businesses can send customers a list of options to choose from or advise them to text specific words. Prompted responses have proven particularly useful for chatbots in messaging apps like Kik and Messenger because they minimize the effort and confusion that occurs when users try to interact with chatbots.
— Business Insider
Why do you think Pizzahut jumped into this marketing opportunity really fast? Because of these market factors:
#1. Responding to customers on Twitter increases word-of-mouth activity, likeliness to recommend to others, and customer satisfaction: Overall, customers are 44% more likely to share a positive experience after receiving a positive response on Twitter compared with other channels. Similarly, they are 30% more likely to recommend a brand.
#2. Responding to Tweets boosts customers’ willingness to spend: On average, users are willing to spend between 3% and 20% more on a business’ items in the future.
#3. The faster the response, the greater the revenue generated: While this varied across industries, the study showed that responding in 5 minutes or less greatly impacted the willingness to spend on the next transaction.
— Business Insider
Just watch out for not embracing bots in a way that it takes away your humanness. Be wise.
Next social network then, my friend.
SOCIAL NETWORK — YOUTUBE
Ideal Niches: Gaming, Journalism/News, Politics, Cosmetics, Sports, Entertainment
Audience: Mostly 18 to 49 years old. Youngsters and Adults.
People today are using Youtube mostly to watch the news, as a learning platform, as a music player, and as an entertainment website. Yes, almost everything humans care about. No wonder Youtube’s official stats says that Youtube reaches more 18-49 year-olds than any cable network in the United States. People use youtube a lot. To many, TV is not even present anymore, there’s just Netflix and Youtube on a SmartTV.
Extending a little bit the context, know that people use Youtube to learn quick things like “How to Make Rice” and to check out how a product really is before buying online, the famous “Unboxing videos” that I particularly like to view before buying something that should last longer (like a laptop). And you bet many other people do the same.
Now here’s a funny fact.
People are watching more Youtube on their Phones already, but youngsters usually have their phones and tablets to consume video on Youtube so when they misbehave their parents take away their gadgets and left them “only” with TV. Therefore, for younger generations, TV is PUNISHMENT.
From that, another important fact that follows is that kids and teenagers find Youtubers far more influential than Hollywood Stars!
- users use Youtube to listen to music
- users use Youtube as a learning platform
- users use Youtube to watch how to play certain games
- users use Youtube to check out cat and puppy videos
- users use Youtube to check out the news about politics, economy etc
Now let’s head to the strategies.
- YOUTUBE LIVE EVENT — Q&A / INTERVIEW / CONTEST / NEWS
Since November 2008, Youtube Live has been changing digital marketing, but not in a small way. Not even close. Eurovision decided to stream live its Song Contest Grand Finale of 2016, making MILLIONS watch its Youtube channel. This is why Youtube’s Live feature has gained this big “TV-like reputation” because it has been pushing brands to use it as a TV nowadays. Companies like Bloomberg are transferring a good part of its efforts and resources to deliver news through Youtube. A powerful marketing strategy.
For instance, here’s the latest Market recaps news from Bloomberg of December 2016:
I told you News are a big deal to deliver, didn’t I?
But that’s not all. Another great example comes once again from Grant Cardone, in which he teaches Entrepreneurs how we all have been brainwashed (LIVE!):
Are you a good observer? Did you pay attention in the video above? Then do it again. If you stop to take a more careful look, you’ll notice there are two other very smart things to notice here that Cardone is doing besides the Youtube Live event:
(1) Facebook Live
(2) Embedded Advertising
Nice. Powerful. You can combine both in your Youtube Live event to save content creation time while you maximize your marketing ROI with something few are doing properly, like Embedded Youtube Ads. To clarify things for you, you can see how Cardone is doing a Facebook Live event with his phone on the desk:
Now notice the embedded advertising like if he was on Traditional TV, at the 8min mark:
You can do Q&As, Youtube shows, Interview people, Deliver the latest news and much more through the Youtube Live strategy. Put your mind to work and find out what would be more interesting for your niche.
- CHALLENGES — FAMOUS CAUSE / PRODUCT PROMOTIONS / TRENDY FUNNY STUFF
We already spoke about Challenges here, and its success stories. So it’s more than proven that it does work pretty damn well. Besides things like the Ice Bucket Challenge which is something that has a cause behind it, exploring other forms of video challenges are also mandatory.
Like the trendy and funny ones.
Do you remember The Planking Challenge and The Harlem Shake Challenge? Well, lately there’s the Manequim Challenge. The Late Late Show With James Corden promoted their brand with a very funny Manequim challenge:
Those kinds of challenges easily go viral because it becomes user-generated content to other brands that may do some heavy promotion of your brand indirectly (like I end up doing through in-depth articles). Therefore, just by creating your own version and unleashing it to the world, and letting other guys share it and compile it into something else, will bring you more awareness too.
Besides, you reinforce that you have a playful brand.
And people love playful brands.
Pretty easy stuff, right?
Now let’s continue here. There’s more to show.
SOCIAL NETWORK — PINTEREST
Ideal Niches: Fashion, Art, Pets, Models, Hairdressers, Food, Drinks, Interior Design
Audience: Mostly 16 to 40 year olds. And more than 80% of Pinterest’s users are women.
People use Pinterest for window shopping, to plan their next purchases, and also to check out some food recipes. That’s it. And they usually access Pinterest while on their Mobile instead of accessing it from a Desktop/Laptop as well, so just imagine your audience laying on the couch, and sweeping his/her finger on the screen to see the pictures you posted. That is the main context users are using Pinterest nowadays.
Therefore, you’re probably approaching them while on resting hours where the likelihood of them shopping something is pretty high because people on rest hours tend to spend money if they can. Isn’t the reason why ordinary people make money? To spend on all sorts of things? This is also why 87% of Pinterest active users said they bought something BECAUSE of Pinterest. They saw something worth spending money on, and they did.
Who can handle a good, dynamic shopping showcase?
But don’t forget many are just browsing to check out nice things like Animals or Cars and others just want to find out how to cook something tasty. But if you now the ideal niches and how brands are exploring Pinterest’s capabilities for business, then you know how to hook people faster.
- users use Pinterest to do window shopping and plan their next purchase
- users use Pinterest to quickly learn how to do something (cooking, exercise etc)
Sure, there are other things Pinterest users do, but these 2 points above are something worth paying attention to because of the proven high conversion rates. Brands draw customers with a nice picture, throw them to a blog post or an “Add to the Cart” landing page. That’s how it usually works. Besides, when exposed to really valuable products users tend to save the post to remember to shop that later.
Keep in mind this: Pinterest is more of a “display case social network”.
Users go there to save stuff they liked for later or to do product research.
So let’s address some strategies to open your mind a little bit, shall we?
- PRODUCT PHOTOS — MULTIPLE PRODUCT PICTURES DISPLAYING PRODUCTS/MODELS FROM DIFFERENT ANGLES TO SHOWCASE COMPLETE PRODUCT OVERVIEWS
Remember the thing I just said about Pinterest being mostly about window shopping behavior? I want you to have this rule in mind with your posts. If you’re going to address your Pinterest posts with the goal of getting more conversions, then the right marketing mindset is to always remember that everything you post is a showcase of your product, and as such, they end up building a very nice preview for your products.
But why I said that?
Because you need to ask yourself this: WHAT would the customer want to see if he were about to buy some shoes?
Answer: All the angles and demonstrations of your product possible. Right?
No normal person would buy a shoe by watching it only from one angle. Users want to see some angles. Enter Nike. Nike is one of the Top Brands that exemplifies what I mean here:
See how awesome Nike’s marketing in Pinterest is?
EACH BOARD is a different showcase of different products that were specially made for each occasion. Do you want to train harder using some Nike shoes? Then enter this showroom. Do you want to see the lovable shoe variety Nike has? Then maybe this other showroom fits you best. Or maybe you are seeking something more…”die-pressed”? Then enter here.
Just have a small peek:
Nike not only treats its Pinterest account as an e-commerce store but also targets its whole account for their target audience. What do I mean here? Well, remember that Pinterest is a social network in which over 80% of its users are all women?
Question: What’s the name of the account again?
A social profile just to target women. Very smart.
- DO-IT-YOURSELF CONTENT — PRODUCT PICTURES WITH GUIDELINES SO USERS CAN CREATE A VERSION THEMSELVES
I know what you’re thinking….you’re thinking that this may look like you’re “giving away the gold”, right? But it doesn’t work like that. Look, what you need to have in mind is that you’re only providing instructions so people can do SOMETHING SIMILAR, and that’s it. Because obviously, people won’t be able to match you, so they will do it anyway but without the same level of quality that your brand delivers.
Just give me 1 more minute to fully explain.
Remember what I said about Pinterest being a good place to publish Recipes and Food-related content? This is one of the best examples of DIY content to exemplify this strategy.
Here’s the catch: You publish an image of one of your top products, like a delicious Thumbprint Cookie (Hershey’s), and you reveal the recipe/guideline so all your followers and prospects can try to replicate your picture.
Now, when people try to copy your product using the guidelines you just gave them, the result will likely be something like this:
Right? Then what happens next?
People get a bit frustrated and they want to buy the original.
Motivations? MANY. Using your product as a model to keep trying to replicate the same results, abandonment of DIY method to buy the product straight from you, guideline validation (chefs in this case) and more. Motives to buy from you become many.
But the main thing is that you engage your audience with your product which generates word-of-mouth marketing, links to your original post on users’ social profiles in which they mock themselves about trying to copy your level of quality, and get funny outcomes as a result (like in the picture above).
Because top brands have confidence in their level of quality.
And high-quality products are not easily replicable. You need the guidelines AND the right physical structure, tools, and machinery to reproduce the same results. And well, do you think Hershey’s followers have the same structure they have to make those ultimate awesome cookies? Not even close.
But hold on because I’m not over yet.
Hershey’s took this to the next level by creating a project called Hershey’s Kitchens which is basically a resource gallery dedicated to providing delicious recipes to chocolate lovers like myself.
Now, what does this generate in terms of “Marketing Machine”?
Well, start by typing “Hershey Kitchens” on Google and you’ll see that it becomes something much bigger than all Pinterest posts, and you end up finding on the very first results videos like this one below:
Now I ask you: WHAT PERSON would resist to so much chocolate in front of their face?
Would it trigger desire on you to buy some Hershey stuff to mix things up just to test some crazy recipes? How many bars would you put on your crazy recipe? How many different Hersheys products would you buy just to make sure you eat the very same thing you’re seeing on video?
See? That’s powerful Marketing.
And all thanks to a few provocative Pinterest posts.
“But Peterson sweets are easy, but what about my niche?!”
Well, there’s always a way to instigate desire in your Pinterest pictures for sure with almost any niche, but there’s an obvious reason why most of Pinterest’s users are women: the niches that work best on Pinterest are practically all women-related niches like jewelry, makeup, fitness, yoga, etc.
Because think for a moment here.
Can you imagine teaching yoga and its basic steps on Pinterest, then pushing people to a video that is part 1,2,3 of a complete video course? Or a makeup course? Totally different.
This is why Social Media marketing strategies exist. This is also why you need to understand why people are using certain social networks, how, and with what purpose in mind. Because you need to choose your channels wisely to be able to explode faster. Isn’t why I’m writing this huge article after all?
But if you’re still wanting to try Pinterest regardless of your niche then take a look at the Starbucks How To Board. Any niche can fit that. It will give you some easy-to-implement ideas for your niche. My free hint to you ok?
Now let’s continue.
With only these two core strategies you can develop something highly effective if you know what you’re really selling and what your audience truly loves. Just reverse engineer what top brands that explore these points are doing, and you’ll do very well with your marketing.
Next social network!
The social network that made its first headlines as a teen sexting app is not that hard to understand regarding how people use it. Mostly, Snapchat users are consuming content while driving cars (!), or while on the bus, or while at work, or during lunch hours, or while relaxing on the couch in a Saturday morning.
The thing is that people use Snapchat to get out of the Matrix.
People use Snapchat mainly to HAVE FUN!
Hence, you’re approaching people when they’re in a very informal, off-work frame. People are there to have some fun and enjoy the good things in life. This is why niches that have strong human appealing like Luxury, or Beauty (Fashion) or Sports (competition) succeed so well in Snapchat.
Because it is some sort of “Oasis” to people.
They want to laugh. They want to get out of the Matrix for a while. They want to see good things. They want to consume content that makes them FEEL BETTER and remind themselves of how good life really is and how normal and fun living life is. Even to their idols. That’s the frame, the expectations of Snapchat users.
This is also why many brands and top entrepreneurs like Gary Vee post personal stuff in the mix because doing this strengthens their relationship with their audience since human beings actually “connect” with others when there’s a match in personal background and personal mindsets. Hence why brands choose to show how things are behind the scenes (like Nasa’s awesome Snapchat story that lets you experience life on the ISS).
But there’s a P.S.
So let me address ONE POINT that goes out of the curve a bit: The Stock Market Niche.
At the very beginning of this section, I linked above to an article that basically shows that the Stock Market niche is becoming more and more popular on Snapchat.
But why is that? Why?
Since most people on Snapchat are currently Millennials? And people are there to have fun and consume “Life is Good” type of content? Besides, the majority of users don’t have real money to invest in the real world since it takes considerable amounts of money just to start investing.
Then why that niche?
Now pay attention here.
Here’s THE CATCH that only marketers and entrepreneurs who understand where the marketplace is going are exploring:
Get it? No? Relax, I’ll explain.
Just think like this: Parents and school in my generation were the channels responsible for teaching me my core moral values and all life lessons necessary to succeed.
But that’s my generation.
NOW, many Millennials and Generation Z people are learning key life lessons that we all need to learn about, like how to deal with money or how to be really good people from Youtube channels and other information channels.
Are you following?
So what’s my point here before we even begin talking about marketing strategies?
My point is that many Youtubers, Snapchatters, and other channels are becoming the FOUNDATION for many kids, teenagers and young adults. Why? Because of several reasons like broken families for instance.
Here it goes, one more time:
This is why Grant Cardone talks about Real State investing which is basically an OFF-TOPIC thing to talk about if you just consider his business sphere.
But is Cardone trying to market his business by doing this?
Negative. Like he exposed in this interview, Grant does things like this to HELP people. He does get indirect marketing out of it, but that is NOT the intent here.
Another Entrepreneur who is teaching new generations is Eric Thomas.
He created a NEW BOARD ABOUT MARRIAGE on his professional Youtube Channel JUST BECAUSE OF ONE COMMENT. Do you think it will replace formal education and great advice that parents should be giving their teenagers and kids about the best things life? You bet.
This is why I wrote so much so far just to explain WHY the Stock Market is entering Snapchat. Because financial education on early stages of a person’s life can drastically change you and put you in a route to a whole different future. The right future.
If I had learned the RIGHT mindset about money and that you should be using debt to grow your company nowadays (Patrick Bet-David + Robert Kiyosaki) way sooner, then I would be a completely different person by now. But that’s not the case.
But to many Millenials and Generation Z people it is.
They’re getting the right information. Very soon. Very fast. They just have to HUNT it down and that’s it. This is why the New York Stock Exchange surprisingly grew on Snapchat impressing THE WORLD.
Why? They’re pushing out content that financially educates young people’s minds at a time to those people where learning the rules of the game matter a lot.
Are things making more sense now?
“BUT WAIT Peterson! That’s only 50%!
Don’t people still want to have fun and stuff on Snapchat?”
Yes, they do. So here’s why in a very short sentence unusual niches like Stock Market are becoming popular among the younger folks:
Hmmmm….but again, WHY?
Well, because of TV programs like Shark Tank.
Look what Mark Cuban said that impressed him regarding 6-year-olds who were saying they loved the show:
Are things making sense now?
Nowadays “being an Entrepreneur” is the “cool thing”, especially among youngsters. And when you put together people like Grant Cardone who talks about money a lot, youngsters tend to follow that lead.
This is why niches like the Stock Market succeeded in an apparently weird target audience. Because they’re providing knowledge that matches what is cool at the moment, along with top education about core areas of life, which they’ll carry for life.
Ok? Good? Great.
- users use SNAPCHAT to have fun/laugh
- users use SNAPCHAT as a learning platform
- users use SNAPCHAT to watch the behind scenes from brands
- users use SNAPCHAT to directly interact with their favorite heroes/idols
Alright, now that we got that important point clarified, let’s move to the Snapchat strategies.
- CHALLENGES — PRODUCT PROMOTION / CONTESTS / FUNNY STUFF
Here we go again. Once again challenges get the best out of social media thanks to that “air of adventure and fun” people like to experience. Snapchat is obviously a VERY GOOD place to do challenges, thanks to its young audience which tends to have a playful mindset. But taking practical examples here, I’ll address what Gary Vee himself is doing on Snapchat, so take a look:
Now you may ask: “But what is this challenge about?!”
Here you go champ:
Noticed the video a follower did as a response at the 1:18min mark? REAL Engagement.
Noticed the horde of tweets at the 5:41min mark? Then what about actual tweets using the very same hashtag?
Here they are:
It becomes a MACHINE. A true marketing environment.
And can you see the playful tone? And the thing about making a few bucks (which youngsters love)? Even older people are jumping into the challenge as well as you can see.
This is WHY those who are using Snapchat properly — like Gary Vee — and hitting the Snapchat audience where it gets their attention (fun + educational) are winning. Just do the same friend.
PS: Read how Gary linked the Snapchat content to his Instagram.
- NEWS — PLAYFUL MODE
Remember the majority of Snapchat’s demographic? That’s right: Young people. And young people like to have fun. So instead of shooting boring content, even if it is newsworthy, you shoot it in a more playful tone. So take a look at what NYSE did:
In Snapchat, you as a brand, have an excuse to be a bit stupid. You do. You really do. And that’s great. Because you can remove that “corporate face” that doesn’t appeal to Millenials at all, allowing you to explore your own playful tone without the market “judging you”.
But even so, NYSE had to “break his older voice” and introduce a new voice.
Just take a look at the tweet below:
Now you got the idea for sure.
Therefore, a smart alternative strategy is to think in a way to:
TALK ABOUT YOUR NICHE IN A PLAYFUL TONE TO SUCCEED IN SNAPCHAT
Yes, you’re now free to be stupid even as a business, on Snapchat.
The only thing you need to worry is: “Am I delivering REAL value here?”
If you can shoot Information + Fun, that’s a homerun.
But if you can’t, just “fun” will do the job.
Just by announcing his new Snapchat account, look the comments Jimmy Fallon got on Twitter:
That’s the power of being FUN + the right social network to do it.
- BRAND TRANSPARENCY — BEHIND THE SCENES
Remember what I said about NASA showing all the internal stuff that not many people get a chance to see? Well, in Snapchat marketing this works VERY VERY WELL. Recently, Jimmy Fallon has revealed a number of “behind the scenes moments” for his new project which involves actors like John Travolta and Nicole Kidman, which he had to invite through a pitch video. And he published that to us.
Here’s what Jimmy fallon has been doing with his Snapchat business account:
But why it is so great to do this?
Simple. Because it puts your followers into your world. Get it? For instance, would you like to watch how the next Avengers movie is being built, daily? Could you brag about it to your friends afterward, like “oh I watched a clip revealing how that scene was shot”? Of course, you would. And if you’re dealing with very young people here, mocking others and bragging about stuff is one of the most common behaviors. Thanos being prepared on stage, the choreography of the fight scenes and more? You would love to know all that in first-hand.
And who’s Snapchat would be promoted?
You know the answer.
But let’s change the focus to another brand.
NASA was definitely one of the smartest corporations that embraced this “behind the scenes” strategy to amplify its brand and inspire youngsters to become new astronauts. They’re being a remarkable example to many in the marketing community. Just take a look what ended up falling into the hands of Mashable News that was previously on NASA’s Snapchat:
Weird life astronauts live huh?
But at least it is fun to watch.
With those core points alone you can already do a lot to grow your business on Snapchat. Remembering the demographics, on what context people consume content and these strategies above helps tremendously, which results in powerful marketing. Then, just take massive action once you got all pieces into place.
Alright. Next Social Network.
SOCIAL NETWORK — LINKEDIN
Ideal Niches: Marketers
Audience: Mostly 30 to 64 years old. (Adults and Seniors)
Linkedin users are usually using the platform whenever they’re thinking about shifting jobs, track internal employees activities with other companies or to investigate professionals that will be interviewed soon. So they’re most of the times accessing the social network while in working hours, the famous 9-to-5 time window.
Another important — and surprising to many — data you should be aware of, is the unexpected fact that 44% of Linkedin users are women while 56% of its users are men. This puts Linkedin as one of the most balanced networks regarding gender.
But why is that important?
Well, because men tend to work longer hours than women and depending on who you’re aiming at your marketing efforts, it is highly likely that you’ll find that person working after hours if that person is a man. Therefore, sometimes you can succeed in capturing your target audience “right on time”, after working hours.
But that’s not all.
What you also need to keep in mind is that people use Linkedin to investigate people in the business context, and usually while on business hours. But exceptions occur, of course.
Wait, there’s one last thing you should know:
ONLY 0-2 HOURS PER WEEK!
So although Linkedin is a highly effective platform for B2B companies and to finding employment, people don’t use it as often as other social networks, leaving you with little time to reach them if you’re there to do marketing. This tends to change when countries are going through some financial crisis, because in those times people are fired constantly and they need to get their game back on, and companies too because they need to find cheaper partners etc. Just keep in mind the whole context. And to see additional stats about Linkedin just quickly check out this infographic here.
- users use LINKEDIN as networking or prospecting platform, they want to find investors, startup leaders, CEOs etc
- users use LINKEDIN to investigate employees’ resumé and their professional background
- users use LINKEDIN to investigate competitors and their employees
- users use LINKEDIN to investigate their own internal employees
Now let’s head to the Linkedin marketing strategies.
- RECOMMENDATIONS — TARGETED CONTENT / TARGETED PEOPLE
Tony Robbins advise us to first give to others if we want to receive, and he’s obviously right. But what do I mean here? Well, in essence, this is a marketing strategy. But it’s a bit different because it adds another layer to it: PERSONAL TARGETTING.
Give people what they need in Linkedin first.
Look, there’s a difference between marketing to a target audience (which have several personas inside of it) and marketing to a persona (or a direct person) that is PART of your target audience. The later, allows you to be more efficient since it’s like the brand were talking directly about your needs. This is why Google is now transforming its Search Results into a personal results list experience. Personal targeting. Personal care.
People love being treated as if they were special.
So if I know who John is, what he likes, what he watches, what he reads then I have far more chance to succeed in my marketing messages than if I were playing the “target audience” game. Right? Because if I can narrow things down to a personal level, it will look like I’m your friend who is giving you exactly what you need and right on time.
Well, in Linkedin you should do just the same.
Start by defining your target, then investigate his moves across the web.
No relax, it’s not “stalking mode”. Well, maybe.
Here’s the thing: While in Linkedin you mean BUSINESS, right?
And in business, you must do your homework so you can learn what NEEDS your target has so you can then craft the perfect sales pitch to them, making it look more like true help instead of a “just give me money” statement.
Simple. You INVESTIGATE his footprints on the web to tailor a far better recommendation to him.
But let me give you a quick example for you so you can understand things really fast.
Jason writes on Medium.com.
But what does he write about? Does he write about Business?
Yes. From Business concepts like “I’ve never had a goal” to things like a designer who admitted she didn’t quite like what she delivered to Jason. So especially in this last link, Jason tells about how he liked her honest attitude. This, tells you great information about him.
The very first sentence goes like:
“Before we make the final call on hiring a designer, we always give them a sample one-week project to do for us (we pay them $1500 for the one-week exercise).”
NOW YOU KNOW what he really values in a professional he wants to hire. And you know how much he usually pays to a designer in the 1st week. Besides other things, if you do your homework.
So once you have all these things in mind, marketing to the representative of a brand you want to reach or, in this case, to Jason himself, leads you to a much better pitch via message like:“Hey Jason,
I was reading your article on Medium about the honest designer. Awesome.
FINALLY, I found someone with the same core values as mine. So by the way, I’m sending you some like-minded people that complement that kind of work you mentioned, because who knows, maybe you need to test new people.
Give them a try in your next trials.
They are just as gold as the designer you mentioned.
PS: I love your writing style
Precision. Precision is what any marketer likes to have every single time.
And in Linkedin, having that level of precision is a little expected behind the scenes, since we have serious business people there like VPs from Nike, Nestle, Puma, startup founders, CEOs and many other serious business people.
“But Peterson, what if he doesn’t let me send messages directly?”
Well, then tools like Hunter comes to play:
Once you have the email, you’re set to go one-on-one with high success rates of getting a response. Period. Then just use your email moves.
- HASHTAGS — CONTENT INDEXING / CONTENT OVERLOAD
A move you can also make in Linkedin is exploring popular hashtags, a thing many used to ignore in the past because, well, it didn’t do anything a while ago. But lately Linkedin started to give it some attention and now, you can see Richard Branson is using its new benefits:
A hashtag will basically put you in a popular stream, adding visibility to your brand through your article. And in Linkedin, this works well. Very very well. Here’s some Buzzsumo numbers about this:
“But of course” — you will say — “Richard branson is an Influencer”.
Well, alright Mr. Complainer. Then here’s another variation of Hashtags.
Better? More “down to Earth”?
This way above allows you to DOMINATE the search results in Linkedin for a trendy hashtag. Publish lots of content using the same hashtag, and you’ll likely dominate the stream for a while.
And if you really want to get smarter than your competition, just see what hashtag influencers used before, like the one used in Richard Branson’s article (#MyMetrics), then throw it on Buzzsumo to see how things went for that hashtag and then produce hordes of content using that same hashtag.
Well, for Linkedin these points cover what you need, in my opinion. Just remember that you don’t want to waste anyone’s time. People mean business on Linkedin. Therefore, the better your recommendations are, the better your cold pitches will become. Is that simple.
CONCLUSION — PART I
The list is pretty huge, so in order for you to chew all the information provided with ease, I decided to split things up (something I don’t usually tend to do much). But now that you have the main big players mapped out, enjoy the ride on those standard social networks.
IMPORTANT MESSAGE: Hey, are you still hungry for more? Then read PART II in which I cover Wanelo, Musical.ly, Plague, Pocket and other social networks you MUST know about if you’re seeking relevant info on this.
REMEMBER: Understand the customer’s context, how he behaves in each and every one of those marketing channels and set up your stalking eyes via Google Alerts to know in first hand what changes you should be paying attention to, so you can tailor your marketing messages like a master.
Once you understand how people are behaving in the market through social and why, Marketing just flows. The better you know people, the easier marketing becomes. Meet that line and you’ll meet your goal.
Enjoy your social domination for now.