I thought social media marketing was the whole pie. A whole pie that was fresh out of the oven. I was under the impression that social media marketing was what every business needed. I thought that an entire career could be built out of social media marketing alone. I was wrong. Social media marketing is just a slice of the pie.
When I first started at MILO as a social media marketing intern, I was ecstatic! I had previous experience working in social media marketing, but I was ready to learn and experience more, and that is exactly what MILO gave me. I learned bits and pieces about MILO during my interview, but when you’re nervous and working to impress your interviewers, background information just doesn’t seem to stick. As a result, I told anybody and everybody that I had just landed an internship with a social media marketing agency. I even walked into MILO on my first day expecting it to be just that, a team full of people curating content for a plethora of online clients. I WAS WRONG … again. The MILO team is divided into different teams including a content team, a media/digital team, a creative team, etc. As I was being briefed on my responsibilities, I learned the creative team could be assigned to make various graphics to be used as content for clients. I also learned the digital team would build ad campaigns so the social media content we created would go farther, gaining more results.
At this point, I was still living in my fantasy social media marketing agency world. I thought all of the teams within MILO were established in order to cater to social. While all the teams do work together to meet our goals as an agency, we also each have specific tasks.
My mind was blown when I realized the digital team not only creates campaigns for social content, but they also work on display and retargeting. The MILO digital team has members from around the world working to ensure your company sees results. The creative team works alongside the digital team as well as the content team to make graphics and videos for all types of marketing.
At this point I thought I had a general handle on what is was that MILO did, but I found myself mistaken yet again. MILO was not only a social media marketing agency, or a digital marketing agency, but a FULL-SERVICE ADVERTISING AGENCY!
MILO went through a few changes during my time as an intern, and one of those changes was the transition from being a digital marketing agency to a full-service agency. The difference, you ask? Full-service agencies work to bring your brand a unified marketing effort. That means content, digital marketing, billboards, video, print, you name it. All of the teams within MILO work together to create the most effective campaigns for our clients.
While it was jarring for team members to go through these changes with MILO, we have all grown as marketers through the experience. As a full-service agency, MILO is able to create a marketing plan that aligns with a client’s business objectives. MILO offers its clients a unified approach to marketing that helps brands to appear polished while also creating results. This is a great team to be a part of and a great opportunity to learn about the industry!
It’s been a good run. We’ve had some really good times. Somewhere along the way, we got lost. Got caught up in our own hype. We certainly didn’t do us any favors by saying we can measure everything. At times we even ignored the fundamentals of marketing. Mistook tactics for strategy.
It’s not you digital, it’s me.
You know, a colleague often quotes Dr. Angelou, “When you know better, you do better”. Indeed we do…I am a reformed “digital” marketer. Mind you, one that has evolved MILO from a social media agency to a digital agency to finally, thankfully, an Agency.
We admit, we were guilty of approaching client problems through only a social, or a digital lens. What’s the problem with that? Well, it’s in conflict with our beliefs. With what we know. We can’t manage your social channels without understanding your business. Really. Do we truly understand your business goals? Live it, know it and care about it like you do? Or did we just figure out best practices and a list of tactics to post quote graphics and pretty pictures with hashtags? Did we prop ourself up by propping those up with boosted posts and wrap it up with a bow and call it engagement?
Have I grown your business? Moved the needle in a meaningful way?
Look, there is a reason that Instagram is seriously considering getting rid of “likes”. A “like” is a vanity metric. A “like” has never increased your bottom line. Let’s talk about the people we are trying to reach. The same way we’re trying to reach you. To convince you, that, yes, MILO is the right agency to help you meet your business goals.
We had to step outside of our jaded view on digital and think about YOUR motivation. YOUR why. YOUR needs. Not my need to generate leads.
Stop selling me what you want to sell and start telling me what I need to hear to buy. This now legendary quote is something we hear almost daily at MILO. There is truth to it. Get out of your own way and make room for the customer. Their entire journey. What motivates them. Their path to you is not linear. It doesn’t sit in silos of digital or traditional or social or inserts. They don’t delineate where they see your message. It is their truth at any given moment. Not yours.
Best practices are best practices – who do we want to reach – what does our audience look like, what motivates them, what is the universal insight to drive our messaging? Everyone wants to say their channel is the best. There are constant battles for limited ad dollars. Channels fight to prove that they are the reason for conversion.
It must all work together. Digital marketing, traditional marketing…
Hey! Let’s just call it marketing.
Marketing is at its best when it’s integrated. Don’t optimize each channel in isolation, instead use all of the options available, building on each other and working together to deliver your message to your audiences based on their behavior and their motivation. MILO does not plan and buy channels. We plan and buy based on behavior.
Our goal is one to one marketing at scale.
Integrated means understanding, planning and managing all of it. From email marketing to display, social, video, outdoor, print and even, wait for it, in some cases printed inserts. Integrate your marketing based on your business objectives. Use every single channel that answers your strategy to make your media dollars more efficient and the plan more effective. This is ALL about fishing where the fish are – focusing on message delivery rather than channel planning. This is how we do INTEGRATED MARKETING — WITH PURPOSE
You’ll learn a lot today. Put it to good use. Don’t let it live in a walled garden without consideration to your larger business objective.
And never forget the real reason we do what we do.
“The purpose of advertising is to sell. That is what the client is paying for and if that goal does not permeate every idea you get, every word you write, every picture you take, you are a phony and you ought to get out of the business.”Bill Bernbach (1911 – 1982)
With much love,
Hi! My name is Anastasia, and I’m a social media marketer and editor from Russia. I came to the U.S. as a State Department fellow for five weeks, and, for three of them, I was an intern at MILO. It was a really great time, which felt like only a couple of days. So here are three things which I liked most about working at MILO.
Professionalism. You know, sometimes a daily routine in digital can be horrifying with all those deadlines, misunderstandings and unexpected circumstances. At MILO, everything is under control. I love seeing how people in MILO masterfully rule the process, make great content strategies, create brilliant ad campaigns and still stay very peaceful.
People. When people ask me what do I like most in America, I answer ‘people’. Americans made me feel like home here since the first day of my trip, and the people at MILO weren’t an exception. In spite of different cultures and my terrifying Russian accent, as a worker, I felt absolutely comfortable. Everyone in the office was so open-minded, friendly and helpful that I didn’t suffer from any difficulties at all. Also, it was so nice of my colleagues to give me work tasks that would also be fun for me. For example, to take Detroit photos for MILO’s clients. That’s a thing that needed to be done and also acted as a kind of excursion for me.
Cultural exchange. When I came to this internship and started speaking about my country, people and Russian, I suddenly looked up on my culture in some different way. How is it possible that one of the most popular messengers is blocked, but still stays as one the most popular? Or why some Russian sweets are called ‘Bird milk’ (do they really have milk?!). There were lots of questions to think about.
I know that working with interns takes a lot of time, especially when this intern is a foreigner, and that time is money. I’m absolutely grateful for my experience at MILO and hope that this is not the last time we will see each other.
Wondering how we did it? Out of all the places you could’ve been, how could we possibly know you’re at Digital Summit Detroit? Well, you didn’t get here by chance. Unless by chance means we utilized one of our many capabilities – Geo-fencing – to target you directly.
What is Geo-fencing? Simply put, it is the most advanced location-based mobile advertising technology for targeting users based on specific geographic areas.
With so many brands in the world, there are audiences just as diverse. To better deal with this, geo-fencing allows marketers to customize audiences through custom targeting shapes with precise and accurate data. This allows them to leverage targeted campaigns only to customers within a predetermined physical proximity to their business. You no longer need to attempt reaching an area irrelevant to your goal or suffer from the anxiety of feeling like you’re not in control. With pinpoint accuracy, you can target just who you choose. What else?
Location. Location. Location.
- Generate dynamic and configurable shapes custom to your campaign.
- Retarget customers who visit or commute through any businesses’ location.
- Target an event or group events at specified locations, dates and times.
- Track off-line or “last mile” conversions to measure your advertising success with Conversion zones.
But what exactly is a conversion zone? It’s a virtual boundary drawn around an advertiser’s business location via a GPS map. They allow the advertisers to track what amount of physical traffic at their location have previously seen one of their ads from visiting another geo-fenced location. It’s the most powerful tool for tracking online to offline conversions in mobile advertising. You deserve something that can help you reach your audience and as you can see, we are able to do a lot of those cool things through geo-fencing.
There’s really no better way to say it than this: Videos are a must to be successful on social media, but especially so on Facebook with the changes that have come down the pipe.
Correction: Quality videos are a must to be successful on social media.
It’s easy to post a video on Facebook, but if you’re not making sure it’s in line with your social media strategy or has a strategy built around it, the odds of success are not in your favor. According to Cisco, 80 percent of all content consumed online will be video by 2019 and that’s only six months away folks. The time to get going on videos was yesterday, so if you could use some guidance on how to correctly incorporate them into your Facebook strategy, you’re in luck, MILO is here to dish out some advice.
Focus on what matters
Gone are the days of relying on metrics like views and followers to judge the success of your videos. In fact, Marcus Sheridan, of The Sales Lion and IMPACT fame, stressed at Social Media Marketing World 2018, that you need not get caught up with the things that don’t matter, such as views.
According to Sheridan, you have to establish other parameters to measure success early on and determine the KPI’s that will dictate if you’re winning or not. Your video can have a million views, but if none of those views have generated sales for the business, are you truly winning?
Brian Fanzo, founder of iSocialFanz, is another social media expert who is urging marketers and businesses to say goodbye to vanity metrics, as Facebook is all about those meaningful interactions now. For Fanzo, the focus now is on bringing authenticity and creating participatory content when building out your social media strategies. By the way, did you know that Facebook Live gets six times the interactions than native videos on Facebook?
Content is Still Key
Mari Smith, Facebook’s designated “Small Business and Facebook Marketing Expert” shared an interesting statistic at SMMW 2018 – people gaze five times longer at video than static content on Facebook (and Instagram). Due to this, we need to move away from the whole “buy my stuff” style of copywriting and begin thinking about the videos we create from more of a screenwriter’s viewpoint. Remember, relationships first and business second.
If you’re wanting to move the sales needle, remember these five types of content which are favorites of Sheridan:
- Content that is willing to look at the good, the bad and the ugly. To create trust with the customer, you must be willing to look at all sides. Remember, it’s not the competition who is keeping your lights on, it’s the customers and they value transparency.
- Content that openly discusses money, costs, pricing, rates, etc. Did you know that 90 percent of businesses won’t address the cost of their service/product online? Take a chance and be one of the 10 percent who will.
- Content that is willing to turn customers away. This one is important: don’t be afraid to tell folks exactly who you are and what your company can do, including what you’re not.
- Content that promotes self-selection. “For me” searches have increased 130 percent over the past two years and “Should I” searches are up 60 percent. Incorporate this in your content strategies.
- Content designed to replace or facilitate the traditional buyer experience. “First Ride” and “Shop With Me” videos continue to see their popularity surge, which is telling of what social media users are looking for.
Videos on Facebook are here to stay and if your brand implements some of these tips, you’ll see some encouraging results.
Businesses use social media platforms like Facebook and Twitter to connect with their audiences and promote services, but over the years Pinterest has grown to become a powerful search platform to further target audiences before they make a purchase.
According to Pew Research Center, only 29% of U.S. adults use Pinterest but learning how to maximize and best use this platform can be key to an increase in clicks, email subscribers and sales.
Pinterest is commonly used to browse around for something to use in the future, narrow down ideas or find something specific. Today, businesses are taking advantage of what pinners are using Pinterest to better promote their services.
Before you dive into using Pinterest, it’s important to have a marketing plan in place to ensure this is the best direction to go. The plan should focus on how the business is going to use Pinterest to increase traffic, email subscribers and clicks. Take into consideration what topics to focus on and turn them into boards, featuring related pins.
Pinterest uses boards to gather pins and businesses can use this to showcase their products and help consumers find exactly what they are looking for.
Do your research to maximize reach
When you have an idea of what topics you want to feature, think about your target market and research what keywords for search perform best. Step into the shoes of the audience and determine what terms they use when searching for your product.
For example, if your business is all about social media, your pins should feature social media tips, email marketing, tips to improve branding and more. Keywords should also relate to social media, marketing, strategy and more.
Pinterest is for more than ideas
Wpromote, a full-service digital marketing agency in California, uses Pinterest to create campaigns to expand their reach. According to Pinterest, this agency wanted to expand their clients’ reach with a lower cost per action. People use Pinterest to not only scroll through content but to plan purchases.
“We’ve found that people on Pinterest are more actively trying to plan or make a purchase than on other platforms. Being able to reach them when they’re in that mindset is a primary driver for the strong performance we’re seeing.” – Ashley Talley, Wpromote Account Director
With the use of Promoted Pins, their campaigns included 40% lower costs per action and 26% lower costs per thousand than other paid channels. They were able to reach new customers via Pinterest at a much lower cost than other paid channels.
Use eye-catching imagery
Along with using keywords and taking advantage of Promoted Pins, design plays a part in getting more people interested in your Pinterest.
Taking the time to design beautiful and striking graphics, focusing on the layout and creating useful pin descriptions are a few design ways to help increase traffic to your website. Using design tools like Canva, Crello and Adobe Photoshop can help to create impactful images.
As Pinterest expert Peg Fitzpatrick said, you want to maximize your efforts and create content that inspires, teaches and visually appearing to gain the attention of the audience.
Eye-catching images within your pins can make or break your business. The better the image used, the more clicks, traffic to website and email subscribers you can potentially have. Preparing a style guide with brand colors, fonts and logos can help plan out your Pinterest layout easily.
As with all social platforms, it’s important to understand how to use Pinterest too meet your audience’s needs and have a plan before jumping in with both feet.
Are you interested in hopping on the video bandwagon? 87% of online marketers use video content, so if you’re not doing video, you’re doing something wrong. But don’t worry! MILO is here to help you make a splash with Live Video tips and tricks!
Did you know that one-third of online activity is spent watching video?
Livestream and New York Magazine reached out to 1,000 adults with a survey to learn how consumers think about and use live video. Live video is more appealing to brand audiences: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.
So if you really want to increase your audience, live video is the way to go. Today, MILO is going to teach you how to excel at live video by creating closer customer connections and how to get over the fear of going live.
As platforms evolve, you must evolve with them. You can now go live on Facebook, Twitter, Instagram, and YouTube. Because this is such a new feature, many people may be unfamiliar or uncomfortable with going live. In order to prevent poor performance and get over your nerves, you need proper planning.
Here’s a checklist of 10 tips when going live to make sure everything runs smoothly:
- Tell your followers ahead of time when you plan to go live.
- Figure out what your purpose is.
- Make sure you have a strong wifi connection.
- Background check.
- Switch off interruptions.
- Voice warm-ups.
- Remind viewers they can subscribe to Live notifications.
- The best length for a love video is 15 minutes.
- Say names from the comment section to engage your audience.
- Keep showing up!
Even when you are prepared, going live can still be nerve-wracking if you are not used to it.
Whether you are in front of the camera or behind it, practicing with going live will help you become more comfortable and confident in this process.
Online marketing expert, Amy Porterfield, says that “there’s nothing more powerful than showing up live.” If you’re in front of the camera, Amy says you have to make it more about your audience and less about you. This way you will come across as someone that connects instantly.
Four secrets Amy has that she uses to thrive on camera are:
- She eased into live by testing it in a private Facebook group
- She’s rarely alone when doing Live video. Having someone from her team on the other end to let her know everything is working, eases her fears and makes her more comfortable on camera.
- Use Instagram Stories as practice videos. They are great ways to become more comfortable showing your face and talking on camera without the live element. Try to do an IG story at least once a week.
- Keep your equipment simple. Having to handle too many things all at once can make you more nervous about whether something will go wrong. A simple set up that you know how to use will help you remain relaxed while you’re live.
Going live in its simplest form requires a smartphone or tablet, and a good wifi connection. Confident Live Marketing coach, Ian Anderson Gray recommends using speedtest.net to check your internet speed before going live. The recommended minimum speed is 10 Mbps.
Live video can make you feel more connected with your audience. So don’t be afraid to try live video for your business today.
Are you looking to beef up your Insta game but just don’t know where to start? Well, we’re here to help you become an Instagram Pro.
Instagram is a great platform for your brand to utilize because there is minimal production required and it encourages engagement with your audience.
Today you are going to learn how to be consistent in your branding, some different tools you can use to step up your processes, and how to generate content for a whole month in as little as a day.
Sue B. Zimmerman says, “It’s the REAL, RAW, AUTHENTICITY, that connects you to others.” Zimmerman is an expert on Instagram stories. She emphasizes that Instagram is not your sales platform. What you need to do is focus on building and nurturing relationships. You can do this through your Instagram story. Zimmerman says your story needs to be “edu-tainment.”
There are 300 million active daily users on Instagram stories. Focusing on this tool for Instagram can be a great way to connect with your audience. But how do you get your stories to stand out from all of the others? Try using interactive elements to connect with your audience such as polls, geotags and hashtag stickers.
- Polls drive engagement and provide market research feedback to business profiles.
- Geotags help people who aren’t following your profile discover you and help you get noticed by influencers.
- Using hashtag stickers will show your content in search results.
- Follow hashtags that are relevant to your brand, which allows you to connect with similar brands and business owners.
Highlights are another great way to showcase your best stories. Zimmerman says, “The best real estate on Instagram is the highlights.” Donna Moritz says Stories give you the ability to rebrand your storytelling. She suggests using www.easil.com for premade Story templates to give your brand and profile a more professional look.
Jasmine Star is big on saving time and getting the most out of your content. Your brand is the only thing that sets you apart from all the other businesses on Instagram competing for those likes and comments. Instagram has 800+ million active users. So, in order to make a splash in this big pool, you need to ask yourself, “Are you ‘on’ Instagram, or are you ‘using’ Instagram?”
If you are really utilizing Instagram you should be posting constantly, having one-to-one connections, and have a plan/strategy. Sometimes it can be really hard to find something to post every day, but Star has some tips on how to create a month’s worth of content in a day.
- Determine how many posts you’ll create for the month.
- List the types of photos you want to share.
- Sort into categories, about 9-12, that relate to what you’re selling (literal.emotional) and what you’re trying to attract.
- Books you’re reading (Self-development)
- Food you’re eating (Lifestyle)
- Your spouse or significant other (Family and connections)
- These categories don’t necessarily have to relate to your brand, but they give your brand an extra layer of meaning.
Take the categories and select a specific number of photos until you have covered the entire month.
For example: If you choose 10 categories for your brand, you just need to plan 3 photos for each category and you’ll be set for the month. This is a way to “publish with purpose,” and Ben Blakesley helps us understand how to stay on brand in order to be consistent and receive meaningful likes. Like Star, Blakesley says that it’s easy to be consistent when you have a plan in place. To be consistent, you need to give yourself guidelines because then the elements of your visual identity will display a clear brand. He suggests choosing three elements to be your bread and butter that you incorporate in each picture to display consistency and produce a recognizable brand.
Some examples he gives to consider are:
- Tonality/warmth – blue tends to receive more engagement.
- Saturation – social loves more saturated images.
- Composition – rule of thirds, and colors that are consistent with your brand.
People want to see stories from humans. You can’t connect with your followers if you’re just a faceless brand without a purpose. Having a direction, a plan and clear branding will set you apart from the crowd.
So just a few reminders:
- Visual identity matters
- Create your guidelines
- Be consistent
Did you know there are over 330 million active daily users on Twitter? If you’re looking to increase your customer base, interact with your audience more and improve your sales, Twitter is a great platform to use.
At this year’s Social Media Marketing World, top media experts discussed everything Twitter including tools to use, algorithm, analytics and how to turn conversations into customers.
Below are some key takeaways to connect with more of your customer base and increase sales.
The Value of a Tweet
Small businesses have started turning to Twitter to target their audience and increase their customer base. With that, it’s important to take into consideration the value of a tweet and how it can benefit your business.
International Social Media Trainer Nicky Kriel stressed the value of a tweet is NOT the number of impressions, reach, engagement or if the post goes viral. The value is: The tweet drives traffic to your website, makes the right customers aware of the business, builds business relationships and generates revenue for your business.
To increase the value of your tweet, take a look at Twitter Analytics. This gives you the chance to dive deep into the data of the account and learn what works best. Here you can be aware of who your audience is, their locations and their interests.
Produce great content with Twitter’s timeline algorithm
Creative Content Marketers duo Andrew and Pete shared their strategy for working with the Twitter algorithm with the acronym TUCEPM!
The Twitter algorithm ensures the most important tweets appear at the top of users’ timelines. Per Twitter, tweets that followers are more likely to care about will show up first based on accounts and tweets with which they interact.
Keeping the algorithm in mind, there are ways to achieve organic reach. Check out a few below:
- Timeliness: Newer posts get shown more often than older ones, so it’s important to post in real-time and relevant times to your audience. Take advantage of relevant trending topics and post a few minutes before or after the hour as opposed to at the top of the hour.
- User interests: Use Twitter analytics to find out what your audience cares about the most.
- Credibility signals: Twitter’s algorithm favors accounts that are credible, meaning the profile is complete with a name, bio, location, website, profile picture and header image. Tweets shouldn’t have broken links, swearing, nudity, high bounce rates or aren’t mobile responsive.
- Engagement: The more engaging a tweet is, the greater its relevance score, which means it will show up across more timelines as a top tweet. Twitter takes into account the amount of time spent reading a tweet, sharing via direct messaging or if someone clicked the profile as a result of the tweet.
- Tweets that have high engagement often include one of the following: “RT if,” “Retweet if,” “RT and follow to enter,” a Twitter poll, asks questions, mention/tag someone or uses GIFs.
- Past engagement: People see more tweets from accounts they have engaged with in the past so increase engagement now to benefit in the future.
- Media: Users are shown more of the media type they prefer based on what they have engaged with in the past. Along with your standard tweets, add in a variety of videos, images, GIFs and polls to keep followers engaged
As Andrew and Pete said using this acronym can help your account get the organic reach it deserves even with the new algorithm.
Improve your Twitter account with these tools
Throughout their workshops, four Twitter experts shared various tools that can help step up your Twitter game, work well with the Twitter algorithm and improve your content marketing. Below is a list of tools you can use can help grow your Twitter account.
Measure and boost your impact by analyzing your followers’ interests, locations and demographics. Twitter analytics provide a 28 day summary or a summary by month to see what is working best for your account.
This tool allows you to manage multiple accounts, grow your business by finding relevant people to connect with and schedule tweets at optimal times.
A Google Chrome Extension that provides you with smart marketing content that is hand curated. This extension is similar to Sprout Social’s “Find Content” feature.
Union Metrics provides social media analytics for Facebook, Twitter, Instagram and Tumblr.
Allows users to automated and schedule content on Twitter, Facebook and LinkedIn.
Tweriod provides you with the best times to tweet by analyze your tweets and your followers’ tweets.
This tool encourages people to Tweet something by giving them a link. People who use this tool can promote, share and track content on Twitter.