4 Steps for Crafting a Social Media Marketing Strategy

4 Steps for Crafting a Social Media Marketing Strategy

A whopping 3.2 billion people or 42% of the world’s population uses social media. On average, people spend over two hours of their day messaging and surfing social media networks. 

After having a positive experience with a brand on social media, 71% of people will often recommend the brand to their friends and family. On top of that, 49% of people are taking their cues on what to buy from social media influencers.

Based on these statistics, then, it’s crucial that businesses have a solid social media marketing strategy in place. Unfortunately, many business owners have no idea how to handle social media marketing. They feel confused and overwhelmed by the many tips and strategies they have heard, so they end up either doing very little with their social media accounts or doing a poor job with their strategy.

A social media marketing strategy doesn’t have to be overly complicated. Your strategy entails

  • Determining which social media channels to use
  • Promoting your channels
  • Creating a loyal fanbase
  • Measuring results with relevant metrics 

If you’re wondering exactly how to do this, read on to learn how to develop a social media marketing strategy for your business by following these four steps.

The first step is to figure out where your target audience is spending their time. A particular social network may be all the rage, but if your particular target audience isn’t using it, your efforts will be in vain. 

Based purely on the numbers, Facebook is a great place to start. With 2.41 billion monthly active users, Facebook holds the lion’s share of the social media market, particularly in the U.S. Facebook visits account for an astonishing 45% of all social media visits in the U.S.

The next two largest networks are YouTube and Instagram. In fact, data from 


How to Protect Your Company from Mobile Channel Fraud

How to Protect Your Company from Mobile Channel Fraud

Everybody loves m-commerce. Customers can shop whenever it’s convenient for them. Merchants earn more sales because customers have their store in their pocket or bag. And fraudsters see a bonanza, because mobile fraud prevention practices haven’t yet caught up to the many ways criminals can exploit the channel. That’s part of the reason that 72% of fraudulent transactions happened via mobile during the first three months of 2019.

Fraud in the mobile channel is a serious risk to merchants and consumers. Stopping it requires a multipronged approach that’s slightly different from traditional e-commerce fraud prevention.

Here’s what you need to know to protect your mobile channel from three common types of fraud.

Stopping mobile brand impersonation

Brand impersonation is a growing problem on all kinds of platforms, including email, SMS, social media and mobile apps. Malicious brand impersonation accounts on social media have increased elevenfold since 2014, as fraudsters seek to dupe consumers into sharing payment data and credentials. Digital security firm RSA said that social brand impersonation accounted for 9% of all Q1 2019 online fraud. 

There are two ways brand impersonators directly exploit the mobile channel to target victims and steal data. The first is by using technologies that are unique to mobile: SMS and apps. 

In a typical SMS brand impersonation attack, fraudsters send a message asking recipients to click on a link to verify account information, claim a prize or change their password. The link may look legitimate, but it leads victims to a site that harvests their data for resale on the dark web or for use by the scammers who sent the text messages. 

In an app impersonation scam, malicious actors publish apps that appear to be from trusted retailers or service providers. Customers who don’t realize the apps are fake may install


Use Your Website to Get More Phone Calls

Use Your Website to Get More Phone Calls

  • Allowing customers to quickly and easily contact your business by phone call can improve your sales and build trust. 
  • By the year 2020, there will be an estimated 4.78 billion smartphone users potentially ready to call your business. 
  • 68% of consumers will stop looking for your company phone number if they can’t find it in two minutes. 
  • Your sales and website analytics can help you make practical marketing decisions to improve lead generation and conversions. 

Marketers spend a majority of their time thinking about how to reach potential customers through email and social media. These two platforms are responsible for generating leads, retaining customers and building valuable relationships, but they are just a piece of the puzzle. Many consumers still like having phone conversations with businesses before they buy their product or service. 

A business phone service option gives consumers a chance to call in and ask questions before they complete their purchase. This builds trust in your brand and helps drive consumers through your sales funnel. 

We are going to look at several tactics you can use to get more customer calls with your website. These tactics include split-testing your contact CTA and analyzing your data. 

1. Make calling your business a CTA. 

As business owners, we are familiar with common calls to action (CTAs) such as “subscribe now,” “tell me more” and “sign me up.” A CTA that encourages consumers to call your business can help you generate leads through phone traffic. 

Have you ever tried to call a business through its website, only to discover that its number is buried deep in a separate menu at the bottom of the page? If so, you’re not alone. Research shows that 68% of consumers looking to call a business will leave the website if they can’t find a phone


How To Boost Your Email Campaign’s Performance

How To Boost Your Email Campaign's Performance

Whether you’re holding an exciting promotion or want to inform subscribers of a new product launch, email marketing is a great way to spread the message. Growing your email list is important to stay in touch with customers, market content and build your business. 

Email marketing has a high return on investment. Every $1 spent on email marketing, delivers a $43 ROI. With more than 3.8 billion email users worldwide, it’s the most prominent marketing channel businesses use to connect with their audience. If you’re neglecting this sect of your marketing strategy, you’re missing out on expanding your brand and achieving your goals.

You want your email campaign to reach as far and wide as possible so it targets the right users, gets its message across and produces conversions. Without a proper strategy, however, this is quite difficult to do.

Among some of the key ways you can boost your email campaign’s performance are by:

  • Grabbing users’ attention so they sign up for your email list

  • Optimizing your messages for mobile users

  • Using proper formatting

  • Creating calls to action that stand out

  • Monitoring your campaign’s performance

Here are more details on each strategy.

1. Grab users’ attention

Before you get tons of eyes on your email campaign, you first need to convince visitors to join your email list. For new visitors especially, this is no easy task. People know what they like, and if your brand can’t convince them to hand over their information, then it’s back to the drawing board.

A good way to capture visitors’ attention is by using lightbox popups to collect their information. As users browse your website and consume its content, a popup opt-in appears asking for their email address. When they sign up, you now have a new subscriber who’s invested in your


How to Get Your Customers to Leave Reviews

How to Get Your Customers to Leave Reviews

Positive customer reviews are a vital part of growing a small business. In a recent Vistaprint survey of 1,000 U.S. small businesses owners, 66% said word of mouth was their top method for promoting themselves. In today’s digital age, online reviews are the new “word of mouth” that can spread the word about your products and services. Review platforms such as Yelp, Google and Facebook can act as search engines, helping customers in your area find your business. When consumers visit Yelp and search for a local business, your average rating and number of reviews influences your company’s rank in the results. 

When customers take the time to write positive reviews, it reassures prospects that you’re a reliable company they can trust. That trust matters. Almost half (49%) of 1,000 U.S. consumers in a February 2019 Vistaprint survey said that reputation was a top factor in their decision to spend money with a small business or not. It’s smart business to embrace reviews that customers leave for you and to solicit reviews from those who have had a positive experience with you. But how does a small business successfully increase the number of positive reviews it receives?

The art of asking

Sometimes, the obvious answer is best. If you need reviews, why not ask for them? Start with asking your current, regular customers. You’d be surprised at the power of simply asking, “If you enjoyed your time in our store, would you consider writing about it?” There is a reason your regulars keep coming back to you, so if you are uncomfortable getting started, this is the perfect way to practice. 

For some small business owners, asking customers for their feedback is intimidating. It might feel like an imposition, or even an invitation for negative feedback. But Megan Hines