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3 Social Marketing Trends You’ll See in the New Year

Posted by Liz Papagni in Marketing Strategy, Social Media Marketing | 0 comments

social marketing trendsWe’ve talked about general marketing trends to expect and how blogging will continue to be as important as ever in the coming year. What about social media, though? Are some of the most popular techniques starting to lose steam? What new trends will take the place of the strategies that don’t get big results anymore? Predicting the future is tough, but we can take a look at what’s already becoming popular and give a pretty good guess if we think that tactic will continue to be popular in 2018. So, what do we expect the social marketing trends to be in the New Year? Let’s take a look.

Overlapping Social Platforms

Marketers will still need to publish content to multiple platforms, depending on their target audience. There’s still not one single social platform that reaches all potential buyers. Instagram may be climbing up there with 800 million active users, but that could never compare to Facebook’s 2 billion monthly users. Beyond that, there is still a small but loyal group of holdouts hanging on to Snapchat, regardless of how popular Instagram has become. How can you still reach everyone? By crafting messages for the various platforms your buyers are most likely to use. Just don’t make the mistake of overdoing your platform choices. There’s no need to use every single option available to you, especially if you won’t find many of your target buyer persona there.

Social Listening

It’s easy to set it and forget it when it comes to scheduling your social media posts. That doesn’t help you stay on top of what your buyers are looking for, though. Believe it or not, your customers are talking about you on social media. If you don’t hear the chatter, it’s because you’re not listening. Take some time to seek out the posts about your business. In some cases, you’ll be tagged, and that makes the posts easier to find. Sometimes, however, you’ll be mentioned without a tag. You might have to get a little more creative with your searches in order to find these posts. Use keywords that include your industry, your products, and your company name to dig up all of them. There are also some tools that could help you get better at hearing the chatter about your brand. Beyond learning what your current buyers say about you, you can also seek out potential future customers with social listening. Someone out there is looking for what you sell. If you’re paying attention to the questions, you can jump in with the answers before they find someone else to buy from.

Learn About Chat Bots

Chat bots sound so futuristic that it’s hard to wrap our heads around the possibilities available to us. It’s possible right now to let a chat bot handle many of the day-to-day questions you receive from your customers. With a little customization, the bot can answer FAQs, walk customers through billing issues, provide suggestions for products, and more. There are actually some chat bots available to even the least tech savvy of us, but you might have to spend some time finding the right option for you. The easiest chat bots can be installed for Facebook messenger. These can be so simple as to let your visitors know that a message has been received and that you’ll respond as soon as possible. This helps to keep your message/answer rate high without running you ragged to answer messages at all hours of the day. Facebook offers its own chat bot through its developer site. You can customize these to an extent so that your visitors get immediate engagement whenever they reach out. If you’d like to find something a little more substantial, BotFuel is another option that walks you through creating a customized bot. ManyChat is another popular option that can be installed by just about anyone. Still other chat bots can be installed on your websites to conduct customer service activities in your stead. Some learn as they go, while others can be fully programmed before you launch. Just be sure you fully understand the chat bot before you set it loose on your business. Sometimes the simplest answer is the best, at least for now. Some other trends will also start to make their way to the forefront, but these are the ones we expect to see the most of in the coming year. Of course, you’ll want to keep focusing on video marketing and influencer marketing, as these will likely continue to grow in popularity, especially on social platforms. Other trends from past year may continue to exit the building, such as Twitter, which hasn’t grown much lately. If you need some help taking advantage of the trends 2018 will bring to social marketing, just give us a call. We’ll help you determine which of the available platforms are best for your business, learn how to listen on those social platforms, and even explore chat bots with you. Whatever you need, we’re here for you.

Snapchat, Periscope, Imgur and Yummly: 4 New Ways Brands Can Market to Their Customers

Posted by Liz Papagni in Content Marketing, Marketing Strategy | 0 comments

Using Social Media to Reach Your Customers It’s getting harder and harder to reach your audience on cluttered apps and social media sites like Facebook, especially without big advertising budgets. So what’s a marketer to do? The first step is to know your target customers well. Where are they online? What type of content engages them? Where do your current traffic and conversions come from? Answer these questions to develop the best strategy for investing in a new way to communicate with your customers. We’re sharing the latest (and most promising) channels and tools to consider and offering insight on what brands should jump in on the ground floor.


Snapchat is a messaging application for sharing moments between friends or groups. Users can take a photo or a video, add a caption or graphic, and send it to their contacts. Unless users take a screenshot, snaps can only be viewed for a few seconds before they disappear. If your target audience is 13-34 year olds (especially 18-24), we recommend downloading Snapchat to explore. The app has more than 100 million daily active users, and SnapChat claims that 60% of America’s 13-34 year old smartphone users are also Snapchatters. The app also recently launched a “Discover” feature to showcase content from traditional news and media and brand advertisers. Brands winning on Snapchat include Nissan, GrubHub and Taco Bell. Popular tactics are product launches and previews, exclusive offers and discounts, contests and promotions and branded Snaps users can share with friends.


Periscope is a new video streaming, live broadcast platform owned by Twitter. And they’ve racked up 10 million users in just four months.  Live posts are shared via a link on Twitter and also featured in users’ feeds. Because Periscope is so new, they’ve yet to release user demographics, but it’s safe to say that if your brand has success on Twitter and/or You Tube, Periscope could be a valuable addition to your social media strategy. Brands currently active on Periscope include Red Bull, Spotify and even General Electric. Celebrities like Jimmy Fallon and Ellen DeGeneres are also early adopters. Brand tactics that resonate with Periscope users include expert Q&As, product reviews, how-tos, live streamed events and behind the scenes footage.


Imgur is an image-sharing platform that originates many of the photos and memes shared everyday on Reddit, Digg and social media. The site averaged 31 million users a month in early 2015, and is now testing a new native ad product for brands. Despite the huge user base, the site isn’t as well known as Reddit and not in most marketing plans yet. If your target customer is a male teen or millennial and your brand is comfortable with content that is irreverent, humorous and not always family-friendly, you may want to consider getting in on the ground floor. Tactically, Imgur is a great place to inspire user generated content for your brand and visually share your brand story.


Yummly is a web site and free smartphone app that provides recipe recommendations and search, storage and sharing for users. They boast more than 10 million monthly unique visitors, with more than 60% coming from mobile. This site is our top recommendation for food, entertaining and kitchen product brands with a prime target of women aged 25-45. Yummly offers great value for brands and advertisers, from custom brand profiles and landing pages to an organized blogger ambassador program. Brands currently publishing on Yummly include Velveeta, Country Crock, Yoplait, Miracle-Gro, Silk Soymilk, Breyers and more. Tactics that resonate on Yummly include programs to inspire user recipes and reviews, influencer content, coupons and promotions. If you have questions on what new digital and social platforms are perfect for your brand content, We'd love to steer you in the right direction. And if you’ve found early success on one of these channels, please share in the comments below.