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4 Ways to Up Your Social Media Marketing Game

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4 Ways to Up Your Social Media Marketing Game

Let’s get straight to it. Your company’s success relies on social media. Why? Because that’s where the consumers are. Today, there are about 3.78 billion social media users worldwide. And these users have high expectations. 

In today’s ever-changing and demanding world, consumers expect a lot from their social media feeds. They want to be informed, engaged, and entertained. They also want to learn something new from time to time. This puts a lot of pressure on businesses, particularly new ones trying to establish a social presence. 

Building an engaged and involved social media following takes time. Setting your social media goals is a true first step in establishing your social media game. With goals, you have a clear sense of direction for your company’s brand. Not to mention, you also have a plan for you and your team to get behind and work toward. 

Read on for four ways to give your social media marketing a boost. 

1. Post Consistently 

This is arguably the easiest but also the most fruitful way to gain more followers. Posting consistently creates a rhythm to your platform. It helps create a sense of reliability and continuity. Your users will start to expect content at certain times of the day, month, or year. 

Here’s an example. Let’s say you’re managing a new restaurant’s social media. Users will be looking for food content at times they are hungry. If you post a special menu photo at 5 p.m. each day, that will resonate with users who want to try the restaurant for dinner. The next time users are looking for a place to eat, they may return to your social channels. 

However, if you only post that menu photo once and then don’t post anything for another week or two, users will quickly forget about your original post. Your audience won’t be engaged and will be unlikely to return to your feed. 

Maintaining a consistent social media schedule may seem daunting at first. Luckily, there are tools such as Hootsuite and Agorapulse that can alleviate the stress of scheduling social media posts. 

Struggling to create content in advance? Seek out special holidays and observances such as Freedom Day (February 1) or Retro Day (February 27) for some inspiration.

2. But Also Post Consciously 

Social media users are constantly sharing and reacting. Sharing and reacting to world events. Sharing and reacting to other posts. Sharing and reacting to a brand’s stances. It’s you and your company’s responsibility to stay up to date on what is happening both on and off social media. 

For example, June 2020 was a monumental month for the social world. The Black Lives Matter movement grew significantly and steadily due to social media. Businesses that reacted sensitively in the moment retained their loyal followers. On the other hand, companies that posted inappropriately worded content or ignored the movement altogether took a major hit. 

So, what does this mean for you? While there isn’t one right way to handle any situation, there are wrong ways. Be conscious of what is happening — even while you’re on vacation — and pivot your planned social tactics accordingly. You don’t necessarily need to be the very first company to react to something. However, you should create a strategy when major events surprise the social world.  

3. Be Flexible and Adaptable

Setting up a new social account or taking one over can be intimidating. What works one day may not work the next. However, think of social media as a world of opportunities. If a company is stuck in the past, it won’t be moving ahead. This opens up the door for newer ones to take up space in a crowded field. 

Consider this example. Just recently, Instagram announced it was no longer just a “photo-sharing app.” The platform will be focusing on video content and entertainment in the months to come. Why? It’s likely because the app is looking to compete with popular video platforms such as TikTok and YouTube.

This news could shock a lot of businesses, particularly those that focused solely on posting photos and copy. Instagram’s algorithm will make it harder for users to see these brands in their feeds. Therefore, companies need to adapt, and so do their social media feeds. By posting Instagram Stories, Reels, and IGTVs, for instance, businesses can better stay ahead of the game. 

4. Tailor Your Posts to the Platform 

What works on Instagram may not necessarily work on Facebook, Twitter, TikTok, YouTube, or LinkedIn. Users adapt their needs to where they are. So a cute cat photo on Instagram won’t really be appropriate for LinkedIn, for example. 

Getting to know your customer is part of tailoring your posts effectively. Keeping an eye on your social metrics can also help you determine what kinds of posts work best for your business. 

Let’s go back to the restaurant example. If a Facebook post introducing a new menu item doesn’t resonate, look at what the call to action is. Could you make it clearer to the audience that this item is “back by popular demand”? Could you say the item is “available only for a limited time”? Using these types of words could help. 

If you’re still not seeing the traction you want, try another platform. The same photo could work better on Instagram and garner more attention if that’s where your foodie audience is. 

These four tips aren’t the only ways to up your social media marketing game. They are, however, strategies you can start to implement today to meet your goals. Be aware, though, that it takes time. Just like your business wasn’t built overnight, neither will your social media presence be.

How to Boost Appointment Numbers Without Increasing Your Marketing Budget

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How to Boost Appointment Numbers Without Increasing Your Marketing Budget

Want to increase the number of appointments you get each day without increasing your marketing budget? It sounds like a picture-perfect world for appointment-based businesses. However, this scenario is far from a fairy tale. There are definite ways your business can increase appointment numbers without adding a dime to your marketing spend. 

By using the following tips in conjunction with your existing marketing campaigns, you’ll fill your calendar with as many appointments as you can handle. Here’s how to get started:

Book Follow-Ups in Person

Each time a customer walks through your doors, it’s an opportunity to sign them up for another appointment. No marketing resources are required — just your best customer service skills and leveraging a great window of opportunity. 

Setting up a return appointment in person is quick and convenient. It also provides an opportunity for you to engage with customers and develop a relationship that will increase their attachment to your business. Use your online appointment software to send follow-up information and appointment alerts even when your customers are booking return visits in person.

Review Calls to Action

When your business relies on online appointment software to bring people in, your website will often be your first interaction with new customers. If you want to maximize the appointment conversions you get from website visitors, you need a good call to action. 

Your call to action ought to be short, sweet, and to the point. It should be just enough to hook a customer’s attention and draw them in to deeper content that will persuade them to book an appointment. Examples of a good CTA include the following:

  • Book today and get a free product
  • Sign up and start earning rewards now
  • Visit today and get 15% off your appointment
  • Download our free resource 

Using data analytics, you can experiment with a few different calls to action until you find what works the best. Changing just one sentence on your website can see a spike in engagement rates and increased bookings. 

Focus on Organic Reach

Social media is a powerful tool for businesses. What’s important to note is that you can create successful social media campaigns without pouring money into them. While a well-calibrated paid campaign can be very effective in bringing in new customers, you can have a lot of success by focusing on organic reach.

Organic reach refers to the views and engagements you receive without paid amplification. Organic posts can sometimes get lost in the sea of content that fills customers’ feeds. To beat out the other posts competing for your audience’s attention, use the additional tools at your disposal. Stories and live video, for example, have proven to yield high engagement rates and longer view times than other forms of media.

Now let’s talk about content creation. How can you improve your organic reach without increasing your marketing budget? The truth is, you don’t have to. Photos and live video can be taken right on site, providing an authentic feel to your social media content at little or no cost to you. 

Start a Rewards Program

A good rewards program will boost your customer retention rate and also attract new customers to your establishment. It incentivizes appointment bookings and will naturally raise their number even without a heavy marketing campaign behind it. 

The costs of establishing a rewards program are minimal. Most of the effort goes into setting it up, whether you put together a punch card or a points program online. Talk to customers at your business location about signing up for the rewards program, and word of mouth will do the rest.

Speaking of word of mouth, referrals are a business’s best friend. Customers who are referred by family and friends tend to be more loyal and make more return appointments. Sweeten the pot by treating both parties to a special deal when a friend is referred and books their first appointment. 

Improve Your Booking Process

A user-friendly booking process will keep your conversion rate high. Slow loading times on your website, on the other hand, will drive impatient customers away. Placing your online booking platform somewhere easily visible and accessible ensures that customers can easily find it on their own.

Look at your online appointment software from the perspective of a new customer. What changes would you make if you were in their shoes? Little things like using a bigger font or reducing the number of screens users have to click through will go a long way. 

Perfect the Customer Experience

A whopping 91% of young consumers trust the business reviews they read online. Yes, that includes both the good reviews and the bad ones. If you want to boost your appointment numbers, do everything you can to make those reviews positive.

That doesn’t mean you should try to entice your customers to leave positive reviews in exchange for discounts. Instead, encourage them to be honest when leaving a review for future customers. 

While positive reviews will ring true and bring more people in, negative reviews will point out the flaws in your business so you can make needed changes. Be sure to respond publicly to discontented customers and tell them how you’ll make things right. Showing customers that you value their input will increase brand loyalty and bring in new faces every day.  

Ready for this call to action? Start applying these techniques today to boost your appointment numbers. You’ll see an increase in bookings as well as higher retention rates without spending big bucks.

7 Ways Appointment Software Supports Sales and Marketing

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7 Ways Appointment Software Supports Sales and Marketing

You know online appointment software can help customer service teams up their efficiency. But believe it or not, it can also make life easier for your sales and marketing teams. 

If you’re already licking your chops at the thought of squeezing in more sales meetings, then keep reading. This article will outline some of the ways appointment software can help you attract leads, close sales, and chisel your brand:

Online Booking Is Enticing

The simple perk of being able to book an appointment online is music to most customers’ ears. No longer will they have to wait on hold to ask about your availability and to hopefully get the slot they want. With appointment software, all they have to do is log onto your website and complete the booking process with a few clicks.

Ask your marketing team to come up with a campaign alerting new and existing companies of your new system. Social media and email marketing costs are minimal. Then, they can add small details to bring appointment software to the forefront of your branding, such as adding a “Book Now” button to your homepage.

Not only are buttons helpful for customers, but they also bring in new business. In other words, everyone wins. 

Customer Relationships Improve

A huge part of the sales process is building a relationship with the customer. The stronger the relationship, the more likely a customer is to commit to a purchase. 

Online appointment software starts the relationship-building process early. It incentivizes loyalty and makes it easy for customers to commit due to its sheer convenience. The software also tracks customer information for sales representatives to use when they reach out to clients.

Data Delivers New Insights

Speaking of tracking information, nothing helps a marketing team more than cold, hard data. Otherwise, marketers are forced to guess at what sorts of tactics and talking points lead to conversions.

There are a variety of data points appointment software can track for you. Some examples include:

  • No-show and late appointment rate
  • Age and gender demographics
  • Booking link clickthrough rate
  • Proportion of bookings per service line
  • Average amount spent per customer

This data can help your marketing team spot gaps in your audiences and services. If only a few women book appointments in a given month, for example, maybe it’s time for a campaign targeted specifically at them. If late appointments are common, maybe you need to institute buffer periods. 

Budgeting Becomes Easier

If you don’t know how many appointments to expect in a given month, it can be difficult to budget. How much you spend on office upgrades should depend on how much traffic your office gets, for example.

The more money you save, the more you can reinvest in your sales and marketing operations. Marketing might want to throw a live event as soon as the pandemic is over. Sales may need a new video conferencing tool, or perhaps a year-end reward to work their tails off.

Bookings Get Made 24/7

Your online appointment software doesn’t take breaks or expect weekends off. This means that your customers can continue to book appointments even when there’s no one around to answer the phone. 

This constant flow of customers also takes work off your sales team’s shoulders. They can focus on chasing down high-quality leads, rather than pursuing those that would have booked anyway.

SEO Gets a Boost

How your website ranks for relevant keywords has a lot to do with how much business it brings in. A higher position not only produces more traffic but also improves your brand’s credibility. 

Google puts a premium on the user experience. Making it easy for customers to book online improves your site’s UX, which should also help it appear higher in search engine results pages.

Knowing the Workload Dictates the Day

When customers book through online appointment software, your sales and marketing team members get a better sense of their workload for the day. Even if they aren’t directly serving customers, they probably get roped in regularly.

For example, on days projected to have few appointments, your sales team can make cold calls in an attempt to fill more slots. Your marketing team can also jump on board, perhaps by developing new ads or discount offers.

Online appointment software can make a night-and-day difference for every role on every team. Nowhere is that more true than sales and marketing. 

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