Dear SMEs

Content…                                                                                                                                                                              

Compelling…

Engagement…

The above words are often the basis of every content discussion as it pertains to promoting a business’ reach and awareness online. Compelling content is what drives the engagement, the traffic, the clicks, and definitely the money. 

The question, ‘How do I make more money from my social media?’ is often directly proportional to, ‘How do I create compelling content for my social media?’

In creating compelling content that will promote your brand awareness and give you qualified leads for your business, you need to take into account the key elements of content creation which we will be discussing below.

First of all, your content has to be targeted towards the kind of following you have so as to get them to react to the content in the first place. You will be shooting yourself in the leg if millennials are your followers while your tone tilts towards the baby boomers. You have to speak the language of your audience. Speak to their desires, their pain points and their ambitions. 

Another important factor is the quality of the visuals accompanying your posts. If your images, infographics, or videos are of low quality, the probability that it will get lost in the myriad of content on social media is quite high. Nobody wants to waste their time staring at a visual, struggling to decode it. Therefore, to avoid the scroll-up syndrome for your posts, create quality visuals.

In the same vein, quit posting average content as average does not cut it anymore. Your content has to be interesting. You can work around subjects that ask your audience for their opinion, their choice or lifestyle such as opinion polls, trending issues and puzzles. Certain topics are peculiar to certain groups of people and this is why it is equally important to check your page’s insights, understand the type of people who follow you and research the type of content that would work for them.

Creating content and publishing it can be a bit difficult and that is why we would advise that you schedule your posts weekly to avail you time to prepare ahead and creatively tweak your content if the need arises.

And if writing is not your forte, hire the services of a digital content creator.

That’s it!

 Now you can start creating compelling content and making that money!

Getting it right on YouTube!

“Hi guys, welcome to my Youtube channel…” 

 

The above phrase continually reminds us of the power of videos and why it is the leading content when it comes to engagement with social media audiences. This is why a lot of users – estimated at 1.8 billion, log on to YouTube to engage with the video content on the platform. For the everyday startup vlogger, the question now is: ‘How do I get a percentage of this 1.8 billion YouTube users to engage with my content?’ The answer to that question can be found in the paragraphs below, as we have put together some tips to help drive engagement on your YouTube channel. 

 

The first tip is one that most people do not pay much attention to and this is the TITLE of the video. Your video title is not just a title but a key to pulling traffic to your content depending on how you use it. In making your video engaging, leveraging on trending topics does the magic. For example, if you want to upload a video on hair content, you can leverage the #DMXchallenge while it is currently trending and title your video, ‘How to style your hair in more ways than the #DMXchallenge’. This automatically puts your video along with other videos in that category, potentially pulling traffic to your video. 

 

In the same vein, make use of your description box effectively. Do not just drop your title and your name there and assume you are good to go. Write out your description using keywords that are related to your content. Use lots and lots of keywords. This cannot be overemphasized. It is these keywords that will determine the users that your video will be suggested to. So, henceforth, make sure not to shy away from the description box but rather, go all out.

 

The phrase, ‘content is king’ is not just a saying for the internet but also a pointer to the importance of content and how it is used across the different social media platforms. Your content has to be interesting and of good quality. Trends, keywords, and a great title can only get people to check out your content. Only interesting content and quality images can retain their interest. It’s advisable to decide on the title first and then create content in that direction. It is dangerous for your video if your content in no way matches your title. They have to be in sync.

 

So, you have recorded your video and now, it’s time to upload. This is the point when the ‘PREMIERE’ button comes in handy. It helps build up anticipation for users who have subscribed to your account. It sends constant reminders to your subscribers that you are about to upload a video and prompts them to watch the video. It equally makes use of a countdown to build the momentum for your video. The advantage of this is that it prompts all your subscribers to come online at the same time to watch your video as opposed to seeing it differently on their own time. This increases your engagement and pushes your video to a larger audience.

 

Finally, the effects of the call to action cannot be overestimated. You just have to know how to use them. For example, a call to subscribe should not be at the end of the video but rather at the beginning or in between the video. In asking them to subscribe, make them anticipate an upcoming video. This will encourage users to click the subscribe button. Also, asking users to comment on a post might not really work as much as asking a question and asking them to drop their replies in the comment section. 

 

Now that you have learned how to get it right on YouTube, go out there and start vlogging. And of course, when you start seeing the results, make sure to send a shoutout our way.

Youtube

Dear SMEs

Just like the real world, the digital space has its own marketplace and the fact that you have a business online shows you are aware of this space. The question now is; how do you effectively utilize the online marketplace to your advantage?

In the following weeks, we will be sharing a few tips on how to make the most of the digital marketplace.

Our focus for this week and first-in-line tip for businesses in the digital marketplace is Branding and we would be looking at different factors that should be considered when branding.

BRAND NAME: When branding your business, one important factor you must consider is your brand name. It is important that you come up with a name that communicates what your business is about and can be easily remembered. The business name can be initials, descriptive or even invented but whatever you decide, make sure it’s relatable.

BRAND IDENTITY: This refers to the look and feel of your brand. It consists of the logo, colours, and lettering you use to express the personality of your brand.  Some letterings pass across the message of being formal, playful, or artistic and these interpretations also apply to colours as well. Make sure your brand’s essence is well represented visually and whatever you choose has to be unique and memorable.

BRAND POSITIONING: Your brand positioning is the space you want to occupy in the minds of your customers. This can be achieved via your brand’s communications techniques and doing it right requires a unique tone of communication (Brand speak) such that even without seeing your logo, one can still tell that the message is from your brand.

BRAND PROMISE:  This is your brand’s core values and ethos. It encapsulates what you stand for and won’t compromise on. If you say your delivery is prompt, make sure it is and if at any point you are running late, make sure to contact the customer to inform them. Make your business what you say it is.

TARGET AUDIENCE: Your brand offering is not for everyone, the people who use, buy and can influence the purchase of your brand’s offering are your target audience. A good understanding of their behavioural patterns can help you connect with them and understand their needs. 

BRAND AWARENESS: No business starts off being popular, try to put your business in the faces of consumers by utilising paid advertising or influencer marketing while keeping your budget in mind.

Your brand is what your consumer say it is! Their perception of your offerings is what would convert to sales so, you should be very deliberate about your branding in order to control your brand’s narrative. Check all the boxes above and watch your brand grow.

Does your business have a unique identity? If yes, tell us how you came about it in the comments section.

… From Facebook!!!

App

Fun fact:  Facebook bought Instagram in 2012 and Whatsapp in 2014… and it seems like this union is one that we would be reminded of more, very soon.

Until recently, Facebook has allowed both apps to run separately on their own names, but it seems Facebook is tired of being the underground sugar daddy and wants both apps to bear the last name, Facebook. Once the change of name process is completed, Instagram and Whatsapp will now be known as Instagram from Facebook and Whatsapp from Facebook respectively. This change of name will take effect on Google Play and App Store and will most likely be used on screen when the app is launched for use.

According to a statement released by Facebook, it said that the reason for renaming both apps is because they make what products and services are part of Facebook very clear. The name change comes on the heels of the announcement by Facebook early in the year on the step to merge Instagram, Whatsapp, and Messenger by the end of 2019 or early 2020 in order to create the best messaging experience for users.

In explaining the reasons for their actions, Facebook has said that the decision is part of their moves to make their platform more privacy-focused and give users a choice to reach their friends from whichever app they prefer with an additional input of end-to-end encryption. Zuckerberg mentioned that all of their actions, both present and subsequently, are in a bid to keep users hooked into the different Facebook apps rather than seek solace in the competition.

In a series of events that have seen the founders of both Instagram and Whatsapp resign from their companies in the past months, complaints of Zuckerberg’s increased grip on the apps despite the agreement to operate autonomously continue to come up. It is believed that Zuckerberg wants to make Instagram and Whatsapp more like Facebook despite their deep-rooted differences, especially as it borders on privacy. 

These deep-rooted differences such as end-to-end encryption, anonymity and the ability to be accessed only by choice is what makes users favor Instagram and Whatsapp over Facebook. In recent times, young people especially teenagers have turned away from the use of Facebook to Instagram and Whatsapp because they consider it more trendy. The fact that Zuckerberg now insists on reminding this same set of users that all along, they were using a product of Facebook is a move that might backfire.

On the other hand, the move to rename some of their popular apps might end up generating more appeal and positive public perception for Facebook. With any luck, Facebook might move from being known as the app that violates users’ privacy and is constantly in data mismanagement scandals to the company that creates trendy and privacy-respected platforms for users.

 

For a social media giant like Facebook, a name change is never simple and they would most probably have to deal with the mechanics behind the change, its effects on their bottom line and public perception, especially after the results of a recent poll conducted on Twitter showed that 71% of users stated a change of name was absolutely not needed.

 

Do you think a name change was necessary?

Instagram Like Count Ban

What is an Instagram post without the like count? This is a question that lots of users on the platform have been asking since the like count ban was announced. A lot of users depend on likes as a tool to measure how well a post is doing and the popularity of the owner of the profile. Although individuals will be able to see the number of likes their post is getting, this information will not be available to their audience. The update is currently being tested in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand while Canada has just finished its own trial.

 

The platform stated the reason for the like count ban is to manage the pressure of social media on mental health as some users are negatively affected by the amount of engagement on their post especially the number of likes compared to the engagement of some other users. Also, the platform claims it wants to get people to focus more on the content (photos and videos) shared, not how many likes they get. 

 

 There has been a lot of opinions on the subject matter, while some are in support, others are against it.  However, the biggest concern is for the Instagram Influencers who have used audience engagement especially likes as a point of reference when trying to determine and reach

and how great a post is doing. They also use it to determine the kind of content their audience is interested in. In the same vein, brands looking to collaborate also use this information to determine which influencer would be perfect to promote their brands.

 

With the new development, influencers would have to include core insights of their page on their portfolio and send them to brands or make an actual post about their page insights on their feed so their audience can see their engagement and how well their page is doing. Another side effect of the like count ban is that comments will become the new likes. Comments will become a critical medium for individuals to measure engagement thereby still putting mental stress on users.

 

Looking at it in retrospect, the likes ban is an avenue for Instagram to make more money from paid advertising. In a recent March 2019 article titled, ‘22+ Instagram stats marketers should not ignore this year’ HootSuite revealed that there are about 25 million business accounts present on Instagram and that out of this number, only about 2 million advertise their services and products on the platform. In present times, very few users engage with an ad that has little likes or even pay attention to whatever product and service the ad is about especially since SMEs can’t afford to put a huge amount of money on advertising. Small business owners and startups would rather spend more on influencers who can put in reviews and have the attention of a large number of followers than invest in paid advertising.

 

However, in a situation where the like count is banned,  users will be more willing to see what the product is about and possibly engage instead of watching out for approval in the form of likes. Increased engagement on ads irrespective of likes will lead to more advertising from businesses and in turn, more revenue for Instagram.

 

The issue now is that if Instagram is doing this for the money, then they are shooting themselves in the foot by banning likes as it as an integral part of their social media platform. It is what makes users come back over and over… the dopamine rush that goes through the body as you see your post being liked over and over, is what makes Instagram, Instagram. 

 

Max Emerson, an LA-based writer, and director with over 1 million followers said, ‘Instagram removing their most tantalizing feature would be like a casino removing the flashing lights, high oxygen saturation, and jackpot announcements.’ 

 

‘To remove likes or not to remove?’ That is the question Instagram has to answer while the rest of us await the imminent life-changing update.

 

Social media, the good, the bad and the ugly: The MatchMakers Storms Son City Summer Camp In Style!

Social Media has become a huge part of the social lives of kids and teens and of course, like everything it has it’s good, bad and ugly side. We were at the Son City Summer Camp to have a fun discussion with the kids and educate them about Social Media and all its sides.

You could tell we were extremely excited to be given this opportunity to share and impress upon these young minds the different sides of social media. Guess that’s why we didn’t want to scare them right from the get-go and kicked off the presentation with the good side of Social media.

You know, now that we think about it, maybe we should have asked them if they wanted the good side, the bad side or the ugly side of social media first…

Nah! We were the adults and we knew best.

The good side it was!

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Our outstanding Matchmakers Olalekan and Dorcas were there to represent the team. It was a fun, engaging and interactive session which we and the kids completely enjoyed, and we are looking forward to the next session next week where we will touch on the other sides of social media.

See more pictures below and you can also click on our Slideshare (link) to see our presentation.

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Google adproducts rebrands; Launches new marketing platforms

In typical Google fashion, Google has decided to simplify its products and recently announced it is rebranding its advertising offering by replacing Google Adwords with Google Ads, while DoubleClick and Google Analytics 360 Suite will be unified into a new service called Google Marketing Platform.

According to Sridhar Ramaswamy, Google’s SVP of ads, the rebrand is based on several years of “consistent feedback” from advertisers and publishers and would help simplify the usage of its advertising tools such that it can be easily understood by all while still providing support for services.
So what does this mean for advertisers? Not much, according to Google. Fees wouldn’t be affected, and no services will disappear. So, don’t get discouraged it takes a little while to get used to the new redesigned interfaces.

Let’s Talk BBNaija ”Double Wahala” Strategy

 

Strategy is a word that is often used in the Big Brother House worldwide, and that hasn’t changed in this season of Big brother ‘’Double Wahala’’.  Although it seems this year, the reason is for a lack of it.

Using Efe as a case study we will explore the different elements of a good strategy.

Efe understood Nigerians connected to  Grass to Grace Stories and used that to his advantage to strategically win the last season of Big Brother Naija ‘’See Gobe’’.

However, this season, the housemates just seem to be taking each day as it comes. There is no overarching strategy. Why are we so sure? Because there are 5 key elements that make a strategy good enough:

  1. The Product: The first step in the right direction is an understanding of the product. What exactly are you selling? What is the aim? What are you trying to communicate? Perception is reality. In Efe’s case, the product was an idea, a perception. Efe understood who he was and what being the most influential housemate meant and he used that to be the best. He sold us ‘the Warri boy brand’, his popular catchphrase – ‘based on logistics’ which we all bought into. When you understand your product, you easily can get people to buy into it.
  2. Target market/audience: Now that you know your product, the next phase is understanding who this product is tailored for. Who would buy this product? Why would they buy it? It is important to realize that no product is made for everybody. Everybody cannot be your target market. Not everybody liked Efe. Focus on the people you want. What do they like? Where are they? How do they behave? What are they currently saying? What would spur them to take action? Once you can answer these questions, you are halfway there. Ensure you back the answers with facts. Many Nigerians easily identify with the street, the hustle, and dreams. Efe played the role well and communicated in pidgin most of the time and literally tore his shirt in one of the episodes, even though he graduated with a first class in economics. Efe understood that the average Nigerian who watches BBnaija is young, loves entertainment believes in himself and is not necessarily born with a silver spoon. The first impression he gave Nigerians lasted in the heart of Nigerians. Your target audience is the most important factor in strategizing, they determine your profitability.
  3. Map out your plan: Your plan is often based on the insights you get while understanding your target market. You need to map out your plan and how to go about, if need be adjust the plan but don’t deviate from your plan. This plan would help create a sticky brand! This needs to be communicated at every point. He stood out and his plan was clear from the moment he stepped in.
  4. Competition: The greatest mistake you can make in marketing is ignoring your competition, you need to understand the strength and weakness of your competition, Efe knew his competition in the house and he was able to stay ahead of them by leveraging on their weakness. Map out ideas that will beat your competition hands down.
  5. Community: Build a community of people who share your objectives and you can work with, Efe had a great community, asides leveraging his warri roots, his team gained the support of celebrities, who began to advocate for him and resulted in ‘Team Efe’ trending on social media. When you have a loyal community marketing becomes effective. He found a great team in Marvis and Bisola, who rooted for him even though they were competitors.

BBNaija See Gobe was mega inspiring, we can’t wait to see the outcome of ‘’Double Wahala’’. If you think any housemate has a winning strategy, tell us.

THE ELEMENTS OF DESIGN

Design is a key component of a digital marketing strategy and as a digital marketing agency, our work wouldn’t be able to stand the test of time without outstanding designs. A well-detailed design is not all about having great imaginations; rather it is a product of carefully plotted design elements chosen to create a visual representation of your idea and imaginations. Here is a list of different elements that contribute to an exceptional design:

LINES IN DESIGN

Lines are one of the most essential elements in creating a design.  They are effectively used in separating or creating a space between other elements or to provide a central focus.

The direction, weight, and character of a line can convey different states of emotions and evoke various reactions.

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 COLORS IN DESIGN:

Colors affect the mood of the visual design. They represent different emotions and different personalities. The use of the color red, for example, can incite anger, love, and passion or strong will. On the other hand, the color blue creates a sense of peace, serenity, and security. Color can either serve as a background or be a supporting element to other design elements, notwithstanding it can also heighten the impact of shapes, lines and fonts on texture. The use of individual color is easy, but combining one with another will require a deeper understanding of its psychological implication in your visual design.

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SHAPE IN DESIGN

A shape is formed when a line encloses an area. It is always defined by boundaries and more often used to stress a particular portion of a page. Shapes can be created when you are combining all other elements. Use shapes to add interest to your elements. Angular shapes indicate masculinity while curvy shapes like circles indicate femininity. Square shapes communicate security, trustworthiness, and stability. On the other hand, circles are like eye candy because they are organic, complete, indestructible, and almost always communicate universally.

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Feel free to share your thoughts and challenges in the comment box and watch out for the concluding part of this article.

Why write a Brief ?

Every agency’s dream is to out-do the expectation of the client, in a positive way I mean. But once a  brief is not correctly written, the possibility of going back and forth becomes inevitable.

Just like our everyday conversation in any relationship, your ability to effectively code a message in a way that your receiver can also effectively decode is known as successful communication.

A brief is beyond a piece of information sent via email or hardcopy. It is a document that contains the most important information that the agency needs to provide a solution to.

Oral briefing is not advisable as spoken words can easily be misinterpreted if not backed up by a document.  Oral briefing should typically come in before or after a written brief has been sent.

Most importantly, understanding the key points in a brief is very important. Here are some points to note when writing a brief;

Product/Service Background

This should be a summary of your product or service, company and what it has to offer its consumers. Including details about your brand personality, brand voice, pricing or sales process and initial research here can be very useful too as it gives a clear picture of who you are as a brand and what you stand for.

Objectives

This is perhaps the most important part of your brief. Outline exactly what you want to achieve from this communication whether it be awareness, increased sales, lead generation, conversion, etc. This is to ascertain what success should look like.

 

Competition

Who are your competitors? Are there any industry insights you have? Stating who your competitors are will inform the agency of the direction you’re heading and where you want to be.

 

Target Audience

“I want to sell to everyone” doesn’t always work. There will always be a segment of the population that needs your service a little more than others. Are they businesses or consumers? Where can they be found or how can they be reached?

Duration

Knowing how long you want to run a campaign for or any other communications activity helps to put into perspective the objectives you have set and how realistically you can achieve them. You can include here any key milestones or deadlines that need to be met.

 

Key communication

This could be the key issue that needs to be addressed or that one thing your audience will benefit from using your product or taking an action. It is important to highlight this to help your agency tackle what is most important and ensure results are aligned to your expectations.

Budget

Know how much you want to spend. There’s nothing more frustrating than coming up with an elaborate plan that a client is not prepared to back up with funds. Having a ballpark figure is fine but it is best to have at the least, a range you are willing to work with. Saying “there is no budget” tends to waste time and energy. Have a budget in mind so that the agency can achieve your communication goals using the right medium in the most creative way.

There you have it. Now you know why putting together a brief ensures you get great results which will overall impact on your business goals and profit.

So what are you waiting for? Start writing and watch that agency (Us, put an emoji wink here) deliver on the amazing for you.

 

Good luck! J