Canadian Small Business Women

Connection, Synergy, Community

Creating content for social media algorithms – and your audience

Algorithm this. Algorithm that…

What the heck is a social media algorithm and why is everyone talking about it?

With all the changes taking place on your favourite platforms, there is a lot of discussion about how to create content effectively so your audience will actually see it. But a lot of people forget that when you create content, yes you are creating it for the platform, but first and foremost you’re creating it for your audience.

So what does this all mean? Let’s break it down.

What is a social media algorithm?

Social media algorithms kind of feel like a gatekeeper to your content… Or a troll under a bridge that refuses to let you cross. But when you think of it, there are so many users on each platform sharing SO MUCH content, social media platform developers figure it would be too overwhelming to leave it up to people to sift through. So, they created algorithms to help. (It’s either smart or one step closer to robot domination – I’ll let you choose. 😉) Regardless of how you feel about algorithms, they are here to stay, so you need to know how it all works.

A social media algorithm ranks social media posts based on set rules and data associated with the platform – things like overall engagement, content type, shares, and quality. They analyze user behaviour so they can present what they determine is relevant and high quality content every time a user signs in. Because we’re all unique, how social media algorithms read our behaviour is also unique, so our social feeds are all different – we’re like snowflakes!

How do social media algorithms work?

You know WHAT it is, but you also need to know how the algorithm works for each social platform you are on. And they like to keep things fresh, so things are constantly changing. But if you understand the basics, you can build your strategy around that. Let’s break down the basics of how four of the top algorithms work:

Facebook

Based on machine learning and data science, Facebook’s algorithm looks at:

  • Content source: From brands to friends, family, and everything in between, it’s all based on who users follow and engage with a source. The more they engage, the more content they will be shown from that source.
  • Content type: Again, based on what users like the most – but think video, pictures, and links.
  • Engagement: Any time a user interacts with your content (likes, comments, shares) it signals higher quality content.

Instagram

Instagram has been going through… a lot of changes these days. This can present as a huge challenge to marketers. The platform’s algorithm affects the order of posts in a user’s feed, featured content on the explore page, whether or not your Reels are featured, and the order of featured stories at the top of user feeds. Overall, you need to know about three things:

  • Engagement: The more users interact with your content the more your content will be shown to them.
  • Content Type: It’s no secret that Instagram is gravitating towards Reels (video) and they are prioritizing Reels content above all else at the moment.
  • Relevancy and Quality: Based on user preference, how likely are users to interact with and share your content.

Twitter

Twitter uses machine learning, but you should focus on these things:

  • Relevancy: This can be anything from topic, timing, and even location of a content source.
  • Engagement: The more someone engages with your content the more likely your content will be shown to users.
  • Content Type: Images, videos, GIFs, and polls do well on the platform rather than just text-based content.

TikTok

The “belle of the ball” these days… You need to focus on appearing on For You Pages. There are a few factors to consider:

  • Engagement: How users interact with yours and other content will fuel the platforms recommended content.
  • Content: Your captions, hashtags, sounds, and filters affect who your videos will be shown to. If someone interacts with a lot of similar content, then your content will be recommended.
  • Account: Location and language settings are used to suggest content and creators to users on the platform.

How do I create content when algorithms exist?

Well… you just… create it. Sigh… If only it were that simple, right!?

Here are a few key takeaways from the simplified breakdown of the algorithms:

  • Know your audience: It’s hard to be all things to all people and you need to get consistent engagement with people who are your customers and potential customers so your content is shown to them more. So pick a niche and create content for that niche.
  • Stay current, stay relevant: Check out what’s trending on your social platforms and create content based on that – but make it your own. This could be trending topics, trending content types, etc. We’ve created a handy guide to figure this out!
  • Use hashtags wisely: Don’t spam tag your content – on any platform. Choose your hashtags based on the content you have created and based on keywords that are relevant to your audience and business. And while you’re at it, make sure you’re using keywords in your captions as well – it’s not just about the hashtag.
  • Encourage engagement: What do you want your audience to do? Do you want them to comment? Share? Like? Why not ask? But remember it’s not just about asking for engagement; it’s about giving them a REASON to engage as well.
  • Stay consistent: Posting a flurry of posts when you get started and then disappearing for a month isn’t helpful. Neither is posting once per week. You need to post consistently on whatever platform you have chosen. It may take a little trial and error to see what the optimal posting frequency is, but the key is to remain consistent. And remember that consistency is also related to timing, so you need to figure out when your audience wants to hear from you.
  • Know what type of content performs best: If the platform you’re on wants video, you need to create more video (hello, Instagram!). It’s also important to remember that things like watermarks from other platforms may affect your quality score if you share with a watermark across all socials. For example, Instagram isn’t fond of TikTok watermarks on reels shared to the platform.
  • Get social: I’ve talked about this a lot, but social media has “social” in the title or a reason. Each platform likes it when you’re active. That means content sharing and engaging with other people on the platform.
  • Quality is Queen: Each algorithm is there to determine whether your content is high or low quality. Focus on creating high quality content rather than just churning out as much content as possible. Your followers and other social media users won’t interact with your content unless they find it interesting, so you need to start listening and figure out what is interesting to your audience – go beyond content. You need to surprise and delight with a little bit of entertainment.

​

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

​

5 common dealbreakers when running a business

There is a lot of chatter online about business dealbreakers when it comes to selling your business, but what about all the other times? What about all those times when you say yes, but you should really say no? As a business owner, these scenarios can put you in a difficult position. They can have a negative effect on your bottom line (your profitability), your mental health, your team’s mental health – put simply, it can put a strain on your entire business operations.

There is this certain pressure to always say yes in business (and in life too!). Do any of the below sound familiar?

  1. This customer has offered to pay you for services, but it’s not what you specialize in. You say yes because any paying customer is a good customer… right?
  2. One of your clients makes you incredibly uncomfortable with things they say and do, but they always pay you on time so you “suck it up” and continue to take the punishment.
  3. You have been in negotiations with a customer and they keep whittling down the price. You keep lowering it because you want to make the sale, but it is so low, you’re barely making any profit after you pay for expenses.
  4. You’ve got a full roster of clients (high class problem to have!) and someone new would like to hire you. You say yes even though you and your team don’t have the time to dedicate to their success.

In the end each of these scenarios ends in difficulties for both your customer and your business. #1 and #4 can tarnish your reputation because you didn’t deliver high quality work. #2 can affect your mental health and you may actually start hating doing the work every day. #3 will affect your bottom line, but it also allows others to devalue the work that you do.

So how do you recognize when you are in a red flag situation that you should walk away from? How do you know a dealbreaker has been triggered? Here are 5 common dealbreakers in business and what you should do to avoid the heartbreak that usually comes with them.

A customer wants your services at a much lower rate than usual

Negotiating is normal. Undervaluing you and your products or services is unfair. Period.

Those close to me know I LOVE a good negotiation. And it’s not about winning for me. There is a certain amount that is about control of a situation, but it’s more about how everyone can feel like they walk away a winner. A great negotiation should benefit both parties. If you don’t feel right about it then walk away. Having potential customers constantly devalue your work can have a negative effect on your mental health not to mention the long-term profitability (and viability) of your company. Also, if you’re not making any money, chances are you won’t be in business for long.

THE FIX: If you are going into negotiations with a customer a great approach is to have a range in the back of your mind – your cut off point. It could be a small range or it could be a set price and you aren’t open to negotiation on price. Stand firm in your decision. If a customer just can’t afford it and they need a lower price point, first try removing certain aspects of what they are buying. Perhaps they only get half of the specified package instead of everything. You shouldn’t have to lower your rates if you feel uncomfortable about it.

A customer just isn’t a good fit for your business

It’s called “customer relationship management” for a reason. You’re not two ships passing in the night, you have to be able to sail together. You either want them to keep coming back for more (you put effort into the first sale!) or you want to make sure they are happy so they tell their friends about you. Either way it takes effort on your behalf, but a relationship by nature takes more than one person. If your customer is treating you poorly you are allowed to say no. You are allowed to say you don’t want to work with them. You wouldn’t accept workplace harassment as an employee, so why except it as a business owner? In some cases customers are even an extension of your brand. For example, in the world of media relations, our customers at SongBird not only represent their own brands when they do any appearances, but their appearance also reflects on SongBird’s brand. If they aren’t well-prepared, are rude to the interviewer, or say something offensive during the interview, it can tarnish our relationships as well.

THE FIX: You need to do your homework before you start working with anyone. For businesses who’s purchase cycle is shorter, this isn’t going to be as easy (and sometimes not necessary if you are in a transactional business that doesn’t need repeat business). Take the time to ensure that your customers have the same values and ethics you do. It’s also a matter of making sure you are comfortable with them so you can deliver on promises of quality products and services.

A customer doesn’t trust you even after you explained things

This can be frustrating for both businesses and customers. So many customers we’ve spoken to at SongBird have been burned by other agencies. They’ve been promised the moon, but given a cube of cheese. We’ve even come across people who have spent a lot of money investing in a service provider to not even get a finished product they can use in the end. A lack of trust from a customer can appear in many ways:

  • You may have had multiple meetings, but they are still questioning the value you can bring to them. On top of that they are asking the same questions repeatedly. (It will likely be the same if you are working with them!)
  • They insist you do some work for free to show what you can do for them.
  • They ask for guarantees even if you work in an industry that is hard to give guarantees.

THE FIX: First, understand the history behind the behaviour. Then adjust your approach. If they are still apprehensive and you are going in circles, walk away. You don’t have to shut the door on the opportunity, but it doesn’t make sense for both parties to waste time rehashing everything. In these cases, it’s always good to have some sort of takeaway materials that the customer can review on their own – especially case studies with real world examples. That way they can pick up the conversation again when they are ready and comfortable. It doesn’t do you any good to force someone into a working relationship.

You’re too busy to say yes to a new customer

It’s hard to say no to an opportunity because you really don’t always know how it will turn out. And, while having too much work seems like a good problem to have, if you’re burnt out, it will always end badly. It will not only affect the last customer you brought on that you couldn’t handle, but also the rest of your customers whose services suffered so you could take on something new.

THE FIX: When you’re building a business it’s all about reputation. In the end customers appreciate honesty rather than mediocre work. Build a referral network of people you trust so you can refer these customers to your network. It reflects better on you when everyone is happy. And not only that, your referral network may return the favour in the future when you DO have the bandwidth to take on something new.

A customer wants something you don’t regularly do

Whether someone misunderstood exactly what you do or they like part of what you do but want you to adapt to what they need for the rest, trying to change yourself to fit what a customer wants can be exhausting. It can be tempting to say yes because you want to make a sale. However, if you can’t deliver on your promises, that customer won’t stick around, and they certainly won’t have nice things to say about you to their network.

THE FIX: Like the point above, have a referral network in place. Sometimes it may work out that you could partner with someone else to deliver the full package, and sometimes it’s just better to introduce the customer directly to someone who can give them exactly what they want. That way when they need what you have to offer, they’ll come back because they know they can trust you.

While these are 5 common dealbreakers you may face in business, it’s important to understand unique situations that could come up for your business. It’s always good to have a plan in place to try to stop a disaster before it starts!

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

​

6 ways entrepreneurs can learn from mistakes

As entrepreneurs we have so many expectations of what owning a business is going to be like. While it’s important to set goals, you also have to ground those goals in reality. One of the realities of running your own business is that you will make mistakes – either large or small, so it’s important to be prepared to learn from those mistakes so you can grow and be successful in the long-term.

There are so many stats out there that talk about how so many small businesses fail within the first five years… blah blah blah… I get it. Starting and building a business is hard. For most people, it’s one of the hardest things you will ever do. For today, I want to focus on the positive side of things so you can avoid becoming a statistic that instills fear in people.

So how do you prepare yourself to learn from those mistakes? Here are 6 things you can do to make sure you are getting ready for long-term success instead of just short-term failure.

LEARN FROM OTHERS’ MISTAKES

While it’s important for you to make your own mistakes, you also shouldn’t ignore those that have come before you. There are plenty of stories of entrepreneurs who have full on failed or made a very public mistake and then come back to succeed in the long-term. While not every story will apply directly to your situation, you should look for the following things:

  • What was the fallout with customers?
  • What steps did the business take to overcome their challenge?
  • What did the founder do?
  • How long did it take for the business to react if it was a very public PR nightmare?
  • How did competitors respond? Did they capitalize on the failure? Did they acknowledge it or not address it at all?

A lot of entrepreneurs have shared their stories publicly, but you can also have more personal discussions with a mentor, coach, or industry peer who will share some of the challenges they faced as they launched and grew their business.

Use this knowledge as a roadmap for yourself to at least create some sort of contingency plan.

SET YOUR EGO ASIDE

This is a tough one. You have put so much into running your business that it becomes a part of you. Accepting that your business (and you) may not be perfect can be a challenge for many entrepreneurs. First of all… Stop taking failure so personally. If you let it get personal it will stop you from succeeding.

However, this is also a reminder that you don’t know everything. None of us knows everything. And not every idea is a good idea! Surround yourself with people who will challenge you and the way you think – not people who just capitulate and say yes to everything. It’s OK to ask for help and it’s definitely OK to change your mind to incorporate new ideas. You would be surprised how your business will shift and grow if you let it. That means getting out of the way.

FIGURE OUT WHAT WENT WRONG

If something does go wrong – and it will – have a plan in place. Earlier, I mentioned a contingency plan. That just means that you have identified things that may go wrong and identified steps you will take if they do. Get specific. Have specific processes in place that you can use without hesitation when you need them.

As part of your contingency plan, you should always debrief to figure out what happened. Here are some questions you should ask yourself:

  • What was I trying to do when things fell apart?
  • What happened? (Get specific and go over the details.)
  • Could the mistake have been avoided? (Identify specific actions that led to the mistake.)
  • What can I do differently next time – if anything? (Identify a different approach if it could have been avoided.)

SET SPECIFIC GOALS

Goal setting… SMART goals… You hear people talk about it all the time. The problem is many entrepreneurs don’t do it. Or they may do it, but it’s just an exercise on paper and it’s not put into practice. There are so many workshops, business development programs, and entrepreneurship accelerators out there that can be extremely valuable. What I find is that a business will go through these programs and then not implement anything they learned.

Reality check. Any strategy you build and implement needs to be based on the goals you set for yourself. Writing them down and then not revisiting them regularly is like putting counterfeit money in a piggy bank and expecting to be able to pay for things with what you have saved.

Do the work. Implement it in your business.

CELEBRATE EVERYTHING

One of the things I talk about a lot is the fact that entrepreneurs need to get in the habit of celebrating EVERYTHING. Progress is progress, no matter how small. When you celebrate the small wins, the big ones seem even better. Plus, the feeling of accomplishment will drive you forward to keep reaching for your goals.

EMBRACE CHANGE

For some people, change is just a way of life. For others change is something to fear. As entrepreneurs, we need to learn to embrace change and get comfortable with being uncomfortable because things sometimes change daily.

When things don’t go right the first time, we need to change our approach.

 

While mistakes and failures can be scary as entrepreneurs, if we approach them in the right way, they can make us stronger over time – and help our businesses grow. 

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

4 ways to be successful while giving up brand control

So, here’s the thing. You may invest time – and a lot of money – into your brand development and marketing strategy. But when it all comes down to it, branding is really in the eyes of the beholder; it’s all about your customers’ and potential customers’ perception of your brand. Like it or not, where many brands are most successful is when they give up a bit of control and allow their brand and marketing efforts to evolve as their audience gets to know them better. So, if you don’t put the right foundational work in and if you don’t listen to what your customers want, your branding and marketing strategies may not be as successful as you like.

That’s the magic. Give up control.

I am not saying you should completely abandon all planning and strategy. I am saying you need to set up the proper foundations to create opportunities for your target audience to discover what is so amazing about you on their own.

LEAN INTO SOCIAL MEDIA CULTURE

I spoke a bit about how customers want stuff and they want it now. It doesn’t mean that customers are more demanding than before, it means that we are so used to the spontaneous conversations and connections we have on social media that it has become a way of life. If you are trying to create a successful marketing strategy to build brand awareness and connection, you need to fully understand that social media culture and incorporate those behaviours into your strategy. Things will evolve and they will do so quickly. You also have the opportunity to have amazing dialogue with your customers that can lead to YOU discovering things about your brand that you hadn’t thought of.

DON’T BE AFRAID OF FEEDBACK… AND CHANGE

It can be scary to get real feedback from people about your business. It can feel like a personal attack if that feedback is negative. However, it can also create exciting growth opportunities for your business and open you up to unexpected, but amazing, change. As you are setting up the foundations of your business make sure you build audience listening into everything you do.

A great example of a brand that wasn’t afraid of change – and maybe stepping out of their comfort zone – is Holy Crap Cereal. This Canadian company used to be called Hapi Food. Over a decade ago, a customer tried the product at a farmer’s market and exclaimed, “Holy crap… this is amazing!” Sales weren’t taking off when the product was called Hapi Food, but after that customer response inspired them to change their brand name, things really exploded.

LET YOUR CUSTOMERS TELL YOUR STORY

One of the best ways for people to hear about you is from your customers (word of mouth marketing). In case you were unsure about that, studies show that 90% of consumers will trust a brand more if it has been recommended by someone else – whether they’re a stranger or not. When your customers talk about your brand and the experience they have with it, it can also result in five times more sales! But what does this mean for you? Well, it means that you need to give your customers the freedom to talk about you and even encourage it. You can encourage this by developing loyalty programs, launching User Generated Content campaigns and contests on social media, and even doing influencer marketing.

TREAT YOUR BRAND GUIDELINES AS JUST THAT

When you develop your brand – logo, name, colours, messaging, goals, all of that – you should have clear guidelines set out in terms of how you want to be presented to the world. Remember that once you put something out there it’s harder to control how it is perceived and sometimes the best thing you can do is evolve. I always like to say that a messaging document is a living, breathing document. You should revisit regularly to ensure it still reflects how you want to be perceived, but also where your brand is today. Sometimes things that made sense five years ago no longer make sense today.

 

Put the work in. Develop your brand. Develop the foundations of your business. But do it in a way that allows your business to grow and adapt over time. In the long-term, you will be more successful this way. 

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

How to build a great customer experience in 2022

Regardless of how big or small your business is, customer experience is an important aspect of what you should focus on when it comes to making meaningful connections with your audience. It’s the whole process your customer goes through from start to finish when they interact with your business. From that initial research to interacting with your sales team, to purchase and follow up customer service, and everything in between. Every. Single. Touchpoint.

While there are certain things that are out of your control, it’s important to set yourself up for success – which means a great customer experience that creates happy customers and loyalty. And, just like your social media strategy, you can’t just “set it and forget it” because your approach needs to change along with changing customer behaviours.

Here are a few things to remember as you are setting up the best possible customer experience in 2022.

Customers want it… Now!

Let me start by saying that you need to set boundaries as a business owner. You can’t be available 24/7. It’s not healthy. On the flip side of this, we live in a world where your customers are used to instant gratification. We get packages delivered within 24 hours. We can call up a food delivery service and have a gourmet meal delivered immediately. Heck we can even have a coffee delivered from our favourite coffee shop. And don’t even get me started on communication. Sometimes, if I don’t get a response from someone within a few hours I wonder whether they are OK or not. So what does that mean for your business? Well, for starters, the 24-hour turnaround for response times is likely too long. You need to find ways to check and respond to your emails more than once first thing in the morning. You also need to find efficiencies throughout the purchase process so things go smoothly and your customers get their purchases delivered as fast as possible.

Don’t bother hiding anything

We’ve been through a lot digitally in the past few years. Privacy issues and data breaches are common topics of discussion. But even more than that, your customers are more aware of all the tricks businesses used to use to hide things like surprise fees and unexpected restrictions on what happens after the purchase. In 2022, part of your job is to be as transparent as possible. The old saying “honesty is the best policy” is really the way to go. Not only does it help you build stronger relationships with your customers, but you really also don’t want to get caught in a deception. It will only end badly for your business. And while you’re at it, make sure you are taking good care of your customer data so they don’t have to worry about any security issues.

Make digital a top priority

The world went digital in the past couple of years – even the people who hate digital – because we all had to. While we’re all eager to get back to face-to-face, don’t forget the killer digital strategy you put in place. (And that’s all I’m going to say about that!)

It’s not too late to invest in e-Commerce

To sell online or not to sell online… Is that really the question? If you’re on the fence about eCommerce you should probably just go ahead and do it. But remember that any strategy you build and implement for your business should always be based on your customer behaviour. If you have customers that are finding it hard to buy from you because you don’t have an online store set up, then it’s definitely time. If you know your target audience hangs out a lot online, then it’s definitely time. And it’s not too late to get started.

Build community and environmental impact into your strategy

Your customers want more from you. They want to know that you share the same values and beliefs they do. They want to know that you’ll stand for the same causes they do. Remember that the impact you have on your community and the environment can’t be an afterthought. You need to weave it through all of your planning and all of your strategies otherwise it’s temporary.

Your customer experience starts from within

This isn’t a fortune cookie or anything, just fact. If your whole team isn’t on board with your vision for the customer experience you are creating, it will never work. Ever. Employee satisfaction, employee mental health, diversity within the workplace, creating a safe working environment. All of those things will not only affect how your team interacts with customers, but they will also affect how your customers perceive you.

There you have it. These are a few things you need to focus on to create the best customer experience in 2022. 

​Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

Long-term customer relationships: What happens after the sale?

You made the sale. Time to celebrate and move on… right? Honestly, that’s one of the biggest mistakes most business owners make. If you build your business with this mindset, you are missing out on the long-term growth that most businesses need to survive. You’re just hopping from one customer to the next. That’s high effort and a recipe for major burn out.

So what are you supposed to do? Focus on building long-term customer relationships. Think about what happens after each sale. You did the work to get someone to your website or to your shop, but the growth part of business happens after someone chooses you for the first time.

The consumer purchase process

While your target audience may be different from other businesses, overall, most of your customers will follow the same process to make their purchase decisions.

  1. Need recognition
  2. Information search
  3. Evaluation of alternatives
  4. Decision & Purchase
  5. POST-PURCHASE BEHAVIOUR

The last step in the consumer purchase process is post-purchase behaviour. That’s where the magic happens when you’re looking for long-term growth. In this stage, your customer decides whether they are happy or not with their purchase. And tied to that, they decide whether they want anything to do with your business long-term – either as a returning customer and/or a valuable brand advocate who refers friends and family to you and leaves positive reviews online. The actions you take as a business can either lead to these things, indifference, or – worst case scenario – product returns/refunds and negative reactions and reviews. This stage is where you focus on establishing great customer relationships.

5 ways to take post-purchase service to the next level

Proactive communication

The post-purchase email. It’s part art form, part practical follow up. Overall, it’s your chance to find out how you did, keep your customer posted on shipment and tracking, provide incentive to come back and shop, and generally build the foundation for a great long-term relationship. The thing to remember is you shouldn’t overlook asking for things in these emails. You want a review on social? Ask for it. You want to have them fill out a quick survey to find out how their experience was? Ask for it. Don’t make your customers guess what you want.

Another way to look at it is communication that allows you to just touch base with your customers. A quick reminder that they may need to replenish or replace their purchase is a great reason to reach out. The Body Shop is great for this. They send a reminder email when they estimate you would need to repurchase.

Build loyalty into your strategy

Your customers want to feel appreciated. They need to know that you value their business. A great way to do that is to build some sort of loyalty program into your long-term planning. You don’t have to create an elaborate loyalty program to make it work for you. Offering things like a VIP sale to your recurring customers and early access to a new product launch can easily be done by sharing links. You can also create a referral program or even a points program that leads to discounts. And, when in doubt… offer free samples and even new product recommendations based on previous purchases or customer profiles. I have been purchasing product from Beauty Club Outlet since I got detailed product recommendations for my hair type. Personalization works.

Make using your product/service easy

Your customers are more likely to reach for their recent purchase or use it over and over again if they know how to use it properly. Sharing how-to content that lays things out clearly will eliminate any questions or confusion. Equally important to how to use something is how to care for it long-term. Certain products will last longer if you take care of them properly, so make sure your customers know how to prolong the life of their purchase.

Make it easy for returns/exchanges

This one may make some business owners fee uneasy. It seems a bit counter-intuitive, but things don’t always work out when a customer buys something. Your customers will remember if you provided an easy solution and they will more likely come back to buy more from you in the future. This will also reduce post-purchase anxiety if your customers know you are on their side.

I should note that not all products/services can be returned or refunded. There does have to be a limit. If someone returns an almost empty bottle of product and says they didn’t like it, offering a refund doesn’t seem right. However, if someone bought the same product and it made them break out into hives after 1 or 2 uses, it makes sense to work with the customer to find a solution.

Listen to what your customers have to say

ACTUALLY listen. Listen to all the good and bad feedback that you get. Ask questions to see where you can improve. Ask questions to see what you are doing right. Your customers will stick around if they feel like you care what they have to say.

The work doesn’t end when they click the purchase button online or swipe their credit card at your store. If you are truly looking for long-term growth and profitability, you need to focus on what happens after the sale to figure out how to build a great marketing strategy. And marketing is always about building great customer relationships.

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

How to overhaul your marketing content with a great blogging strategy

We made it to week two of 2022 and most of us fall into three categories:

  1. You have set goals for the year, and you’re excited to be taking the first steps to achieving them – because you have a plan.
  2. You have set goals for the year, but you’re already feeling really overwhelmed with the pressure you put on yourself to succeed – likely because you don’t have a plan in place that supports your growth.
  3. You have already abandoned all planning you may have done – it’s much easier to fall into the status quo whether it worked or not.

While the past couple of years have been challenging – and exhausting – for most business owners, that doesn’t mean you should avoid planning or challenging yourself to try something new this year. And you can even try something that will make your life easier. I am a huge fan of working smarter not harder. We should all strive for that. It doesn’t mean you are lazy or cutting corners. It means you are putting things together like a puzzle to create a bigger picture – your overall plan. For your marketing, that means finding efficiencies to make everyday tasks that much easier. When it comes to your marketing content a great blogging strategy may be the answer you are looking for to ease some of the pressure.

Here are 5 steps to help you leverage a blog strategy to take your entire content marketing strategy up a notch.

Step 1: Identify your marketing channels

I always start with what I WANT and then get to what I NEED (AKA what I – or my client – can handle). Create a list of your desired marketing channels. Make sure it’s based on your customers and where they like to interact with brands. Once you have that list, CUT THE FLUFF. This means prioritize your list from most effective to least effective based on factors like:

  • Does my audience use this channel?
  • Are my competitors successful on this channel?
  • Has this been effective for me in the past?

Then you have to figure out what you can handle based on budget (time, money, team skills) and start cutting from the bottom of your list until you can manage what you have left. You have to remove your personal emotions from this because what you want might not be what you need at this point in time. And remember, just because you’re not doing it now doesn’t mean you can’t add on to your strategy later!

HOT TIP: Blogging should be included in your list!!! You can adjust the frequency to meet your budget needs.

Step 2: Identify your blogging personality

It’s a given that your brand identity should be tightly woven throughout your blog content. However, when it comes to blogging, you can adjust your content based on your strengths. Not all blogs have to be written – and sometimes it doesn’t even make as much sense to write out a blog like this one. For example, if you are a chef, you could do photo stories with short descriptions instead that showcase a great recipe or food and beverage pairing. You could do a video blog or even audio (hello podcasts have exploded in recent years!). A blog is meant to showcase your brand, your expertise, YOU, so you can make it fit your needs.

Step 3: Build an editorial calendar

This is a secret pleasure of mine. An editorial calendar is a schedule that outlines dates, responsibilities, blog topics, and themes. I usually work 3 months in advance. It’s not always easy to do because it means sitting down and planning in advance. However, this step will make your life sooooo much easier. I know there are fancy content planning platforms, but I like a good old-fashioned spreadsheet. I break my editorial calendar down into monthly themes (you could also do quarterly or seasonal depending on your business and the type of content you are creating). Once I have monthly themes, I set the publish dates for our weekly blogs, assign a team member to write for the week, and assign a topic for the week.

SIDE NOTE: Figuring out your topics in advance means you don’t have to waste time each week trying to come up with a topic!

Step 4: Carry the themes and topics over to your other content platforms

This is where your blog starts to wield its power as the centrepiece of your marketing content. Your thematic and topical structure can drive your social media content, promotional content, Whitepaper topics, email newsletters, free eBooks, and the list could go on. The foundations you create for your blog strategy then become the foundations for your entire marketing strategy.

Step 5: Create content that can be repurposed

Whether you look at this as Step 5 or Step 4 B this is where you start to put together content for your blog. Write for your blog first and then let that content help you populate your other platforms. A well-thought-out blog can turn into at least one social media post (but usually multiple!), an email newsletter, gated content to help collect emails, a media angle to pitch, and more.

You could also create what’s called evergreen content that is content that can be referred to much past the publish date. You can read more about evergreen content here.

For more tips on blog writing itself, check out these blogs here, here, and here.

I talk about blogging for business a lot. I am a huge fan. And it’s because it works, and it can make your life much easier when it comes to marketing content.

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

9 things you need to do to get your business ready for 2022

December is here and that means that 2022 is coming fast and furious. As the year comes to a close, it’s important to take a moment to look at how you are going to approach the new year. Here are 9 things to consider that will help you shape your 2022 business strategy!

#1: Reflect on how you had to change things up this past year

While 2020 was tough, 2021 didn’t back down. Most businesses had to adapt even further this past year. As we are all eagerly anticipating settling into a new normal, you need to look back and take note of the changes you implemented – not only in your marketing, but also in your business operations – in 2021.

#2: Be honest with what worked and what didn’t in 2021

I feel like a broken record every year when I talk about how to move forward into the next year. But I am going to say it over and over again, and then I am going to say it again… Before heading into the new year you need to look back and see what worked and what didn’t. It’s important to be honest with yourself so you can move forward knowing the pros and cons of everything. Everything you do should be a learning opportunity.

#3: Set your 2022 business goals

New year, new goals. Of course, you need to have long-term goals that look beyond a year, but setting shorter term goals to work towards in 2022 will help to keep you on track. Focus on setting SMART goals (Specific, Measurable, Attainable, Relevant, Timely) so you can really identify when you are successful. It also helps you to track your progress along the way. If you don’t set SMART goals and you just set vague goals that don’t have timelines, you’re wasting your time.

#4: Set Relevant goals

Part of setting SMART goals is to make sure they are relevant. That means that they need to be relevant to your business and the needs of your customers. Work towards goals that will help you grow.

It’s also an important reminder that your goals should be purpose driven in a way that goes beyond your product features. While you need to bring in money, you should also remember that your customers are looking for brands to be loyal to.

#5: Get your contingencies in place (We see you pandemic…)

I don’t think I need to remind you of how much you have had to pivot and adapt over the past two years. You don’t need to prove to anyone that you are a superhero, but you have proven you are resilient. Get your contingencies in place. We never know when a global pandemic will hit or when disaster will strike. Contingency planning doesn’t mean living in fear of what could happen. It means that you have thought about it, put it down on paper, and you can put it away in a drawer in the back of your files (and mind) until you need help.

#6: Meet your customers’ expectations

You need to tailor your customer experience from start to finish. That means identifying the ways their behaviour has shifted over the past two years. While we discussed shifting behaviours at the beginning of the pandemic, we’re now in a weird grey area where things are opening up, we have vaccinations, and now businesses are trying to establish some sort of normalcy and consistency. But you have to remember that your customers are also in the same state of mind. Some of your customers have fully embraced life opening up and others are still extremely cautious. You need to find a happy medium to build an experience that all of your customers will enjoy.

#7: Make sure you’re working well across channels

We live in a multi-screen world with a lot of distractions. Your customers are scrolling Instagram while they are watching their favourite TV shows. They’re working while listening to podcasts. They’re grocery shopping online while streaming a movie. You need to know how your customers are consuming content so you can build a strategy that will have the most impact. It needs to be seamless across all channels to create a consistent experience for your customers.

In addition to consistency, building a strategy with multiple channels in mind means you can find efficiencies to make your life a whole lot easier!

#8: Continue building your digital strategy

For many businesses, 2020 and 2021 was either the launch of a new digital strategy or a full overhaul. So many businesses built websites and launched on social media. The reality is that your customers are now accustomed to the digital world. Regardless of in-person activity resuming, the only way we’re getting away from a digital world is if the internet somehow shuts down or we lose power and are thrown back into the dark ages. Figure out where your audience hangs out online and be there. If you launched something new in the digital world this past year, look at the data and figure out what content performed best for you. Chances are video stats were on fire…

On the flip side of things, learn how to say no. Building your strategy doesn’t necessarily mean adding a bunch of social media platforms. You can also add to your strategy by creating more content that resonates with your audience – like writing more blogs every month or adding an extra post or two to your social media platforms. Remember that you don’t need to be everywhere, but you do need to be consistent and engaging on the digital channels you choose to use.

#9: Identify new opportunities to explore

And last, but certainly not least… Find new opportunities for 2022! If business is going well, don’t rest for too long because you always have to be thinking ahead. If business is not going well, are there opportunities that might take you out of your comfort zone? Maybe you are missing out on something really amazing because you are afraid to take that first step.

At the risk of sounding like I am telling you to make New Year’s Resolutions (I have mixed feelings about those…), make 2022 the year you push yourself to go further, grow bigger, and get closer to your ultimate goals.

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

Can a small business survive without social media?

Can your small business survive without social media? I would answer a verrry tentative maybe. While there are pros and cons to getting active on social media with your business, you need to make sure that you are making the right decision for you and what you want to accomplish in the long term. With over 4.2 Billion active social media users, this is a major marketing tool and a decision you shouldn’t take lightly.

Let’s talk about some of the good, the bad (… and the ugly?) about social media and whether you should use it as a tool for marketing your small business.

Pro: Solidify your brand presence

Having your customers and potential customers remember who you are when it comes time to make a purchase is half the battle in business. Maintaining a consistent social media presence helps to keep your brand top of mind. It also give you the opportunity to create brand consistency across multiple communication channels and create opportunities for more people to discover you – almost 90% of marketers agree! With the consistency and active online presence, it also helps to legitimize your business – no matter how big or small you are.

Pro: Makes it easy for your audience to connect with you – and find new customers

Social media is live and active 24/7. So it gives you the opportunity to connect with your audience outside of “traditional” office hours. You can connect with a broader audience anytime, from anywhere. And if you’re selling through social media, that means that people can buy from you 24/7 as well. Did you know that, for almost 75% of consumers, social media influences their ultimate purchase decision? Social media followers are constantly looking for high quality content from the brands they follow (not high quantity!!).

Pro: You can build better relationships with your customers

Once someone is a customer, you still have to work at keeping them as a customer. Social media helps you to engage with your community regularly. The nature of social media is to be social, so you there are plenty of opportunities for 2-way dialogue. You can even run your customer service channel through social media without using a fancy software installed on your website. Make sure that whatever conversations you’re having, you take the time to learn about your customers and what they want from you. It can actually lead to customers spending 40% more in the long run.

Pro: There is something for everyone, so you can tailor your strategy

There seems to be a steady stream of new social media platforms to choose from (hello, TikTok) – but it’s also OK to stick to the tried and tested ones that have been around for a “long” time (think Facebook, Twitter, Instagram, Pinterest, etc). Your audience likely isn’t active on all social media platforms, so you don’t need to be either. Pick and choose based on where your customers hang out and what you can handle. No point in biting off more than you can chew!

Pro: It’s easy to keep an eye on your competitors

You always need to be aware of what your competitors are up to – not so you can copy them, but it’s a great way to see what is working and not working in your industry.

Pro: It can help you stretch your marketing budget further

Remember, social media isn’t free. Time is money and you do need to invest time into content creation and engagement. HOWEVER… It is a lower cost marketing tactic than many others out there. In fact, it can allow you to stretch your marketing budget pretty far while competing with some of the larger brands in your industry.

Con: It’s not the only marketing out there, so you shouldn’t put all your eggs in one basket

You should try to build a marketing strategy that has some variety and helps to connect you with your customers in different ways. Here are just a few suggestions:

  • Create a loyalty program
  • Start a referral program
  • Traditional PR
  • Conferences and events
  • Focus on creating content for other channels (dust off that blog!)
  • Email marketing
  • In-store promos (but keep in mind that even if you have a brick-and-mortar location over 90% of customers have visited because they saw you online.)

Con: People can be mean on social media

No explanation really needed, but we all know that a certain level of anonymity can attract the trolls.

Con: It can be easy to get sucked into hours on hours of scrolling

So many entrepreneurs I speak with say they don’t have time for social media – that they always end up spending multiple hours a day on each platform, which takes away from running other aspects of their business. If you are one of the 47% of business owners who say they manage their marketing on their own, then social media can seem daunting. While this can happen, it can be prevented with careful planning. There are so many scheduler platforms and other tools that can make your life easier. Also, it helps to schedule your social media time – and stick to it – to keep you on track during the day.

Con: It’s easy to get caught up in the wrong numbers

We’ve talked before about vanity metrics on social media. Remember that your success is NOT determined by how many followers you have. What matters is the quality of interactions you have with customers and potential customers. It’s all about shifting your perspective and building your strategy accordingly.

As you can see… I am very pro social media. Used in the right ways, it can be a very valuable resource for your business to help you grow. Of course, there will always be that one outlier where social media just doesn’t make sense… but you have to ask yourself what you want to accomplish with your business and whether or not social media can help you get there.

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

​

5 questions to ask about your holiday marketing strategy

I usually start thinking (and talking) about the holiday marketing pretty early. I love everything about the holidays and planning for the holidays (except maybe the obsession with pumpkin spice everything that starts in the fall… 😬). I’ve already started receiving gift guides via email! The holidays, regardless of what you celebrate, are all about cozying up to stay warm in chilly temperatures, spending time with friends and family, having those moments of stillness and peace… And all of those consumerism moments that happen in between. As marketers, you can’t ignore the fact that gift giving has become a huge part of the holiday season, but you also can’t ignore the fact that all of the other things are equally as important. As a brand you need to find the right balance of emotion and sentiment vs. trying to make the sale.

So, as we head into a busy (and still pandemic weird) holiday season, it’s important that you plan out your strategy so you are prepared for things that might come up. Here are a few questions you should start asking:

What has worked well in the past?

You should always start with what you have tried before. There are a lot of lessons to be learned from what worked and what didn’t work. You can actually learn more from what didn’t work than what did work! Sit down and note what your strategy looked like last year. Have a look at some of the data associated with your strategy. If something worked well, then consider doing the same thing this year. If something didn’t work well, then you want to make sure you steer clear. Try to figure out where you went wrong so you don’t duplicate it this year with your holiday marketing efforts.

What does your customer want?

Customer behaviour should drive your holiday marketing strategy. Period.

It has been a tough year for everyone mentally, emotionally, and financially. Last year, I found that there was DEFINITELY some really early holiday cheer on social media, and I think it was because people were grasping at something good to distract them. I have a feeling that this year will be no different. Brands need to take cues from their customers to figure out the best time to go all in on holiday marketing. You should also be listening to conversations on social media and sensitive to your audience’s purchase behaviour. If you find that a lot of your customers were hit hard financially during the pandemic, they may be spending a little less this year. There may also be a segment who is shopping earlier than normal – either to get it done or they want to spread out the costs rather than do it all at once. A key factor for the holidays this year will be online spending since a lot of people still haven’t gone back to in-person shopping. Have a peek at this blog to see some consumer trends for this year’s holiday season.

Do you have pandemic contingencies in place?

Let’s be real. Regardless of how “over” the pandemic you are, we’re not out of the woods yet. And even if we were, there are a lot of your customers who won’t feel comfortable going completely back to normal any time soon. You need to make sure you maintain (or establish if you are newly opened) a safe and comfortable shopping experience for everyone. That means going above and beyond government safety guidelines in some cases and clearly communicating your guidelines to your customers so they know what to expect. You should also be ready for anything unexpected that comes up in terms of diminished capacity or temporary shutdowns.

Click here for more info on holiday marketing during a pandemic.

Am I too focused on sales rather than emotional connection?

It can be really easy for brands to just jump from one seasonal sale to the next without a care in the world for what it is doing to their brand. Black Friday, Cyber Monday, Last Minute Christmas Sale, Boxing Day… I mean Boxing Week… New Year’s Sale… You made the sale, right? Well, what happens after that sale is over? Are those customers continuing to buy from you because they believe in your brand or are they always just hunting for the next sale, whether it’s you or your competitor?

You need to invest the time and effort into building solid, loyal relationships with your existing customers and with any new customers you attract. This could mean a few different things such as:

  • Assessing or re-assessing your value add
  • Establishing a stronger brand story
  • Establishing clear brand messaging
  • Creating a content-first marketing strategy
  • Developing a loyalty program

Regardless, your brand has to be worth more than the next sale that discounts your products and services.

Do I have everything covered?

Well, you don’t know what you don’t know. But here is a checklist that could be helpful in preparing you for your holiday marketing strategy: Free Holiday Marketing Checklist

If your holiday marketing planning is tripping you up and you’re not sure where to start, book a free 20-minute consultation with me and let’s get you on the right track!

​​Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

3 Secrets to not letting social media get overwhelming

Social media can get overwhelming for the best of us. From building a strategy to creating content, daily engagement, keeping up with trends, and everything in between, there is a lot to manage.

While some brands have a full team of social media experts and content creators to keep the wheels turning, a lot of small businesses and solo entrepreneurs struggle to find the time to build and execute a successful social media strategy. And sometimes even figuring out what a successful strategy might look like can be challenging if you don’t quite understand all the ins and outs of social media.

It can be easy to just give up when social media gets overwhelming. However, here are three things you can do to help ease that overwhelming feeling and get your social media strategy on the right track for your business.

#1: Only do what you can handle

I have said it before, and I will say it again a thousand times over… You don’t need to be on every social media platform. You don’t have to start up on a new platform just because it’s new… You can have a successful social media strategy with just ONE social media platform. You can only do what you have time to do, and it is better to pick ONE social media platform and be great at it than be on five social media platforms and be mediocre at all of them.

The best thing to do in this case is figure out where your audience hangs out and create a prioritized list of those platforms with the most important at the top and the least at the bottom. Figure out what your time and financial budgets are and then start cutting from the bottom up. You should make sure you are keeping the highest priority things on your list and cut out the things that are lower priority. That way you can get the best return on your social media efforts. (You could even do this for your whole marketing strategy!)

#2: Schedule your social media time

When it comes to social media and community engagement, it can be easy to get sucked in. Before you know it, you’ve been scrolling through social media for hours without a purpose and you haven’t gotten to the million other things you have to get done for the day. The response to this is usually any mix of panic, guilt, feeling like you have accomplished nothing, and a vow to never have this happen again. Most people either keep doing the same thing or just avoid engagement altogether. On the one hand it keeps eating into your day and you feel like you never have enough time to get things done and on the other hand you are not using social media to be social (as it was intended!). Both outcomes can be incredibly frustrating.

I suggest building your social media time into your schedule. If you are batch creating content, do it the same time each week. For engagement, build it into your morning routine. I find that mornings are a great time to get this kind of thing done because sometimes the day can get away from you and you might forget. The other thing is that you don’t need to do hours of engagement every day. Schedule 15 or 20 minutes and scroll through social media with a purpose. When that time is done, then close it down. If you can spare more time than that, then do it. But the point is that you don’t need to be on there hours a day – unless you have that kind of time!

Note: you should make sure you are at least checking once or twice every day to respond to new comments and messages!

#3: Hire an expert when you need it

There is no shame in asking for help. Most of us have our strengths and it’s very hard to not have weaknesses. You either need to educate yourself (and I am talking about more than watching a 10-minute video) or you need to find someone who can fill that skills gap for you. While some people are great at figuring things out on their own, you also need to consider how long it will take to learn things yourself and how much it might cost you.

If you are having some trouble and are at the point where you are making this decision, it’s best to do a cost-benefit analysis to help you make the decision. Sometimes it just doesn’t make sense to try to do it all on your own!

​

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

4 reasons not to give up on your digital marketing just yet

Now that everything is opening up, business is going to look VERY different than it has in the past year and a half. During the pandemic, digital marketing strategies were a lifeline for so many businesses. So what happens now that we can see the light at the end of the tunnel?

Don’t give up on the digital strategies that you built!

Here are four reasons why you should maintain the digital footprint that you created at the beginning of the pandemic. It’s not time to give up your digital marketing just yet.

#1: Your customers won’t all have the same comfort level

While patios are packed and long line ups are still forming at certain stores (Homesense, we’re looking at you), not everyone is as eager to rub elbows with strangers. The pandemic might be physical, it also affected people psychologically. And there are people who are more comfortable getting “back to normal” at a slower pace than others. Those tactics you put in place like online ordering, curbside pickup, optional shipping, etc. are still things that some of your customers will want to take advantage of – and they are still very much active online.

#2: You invested time into building it

Starting anything new can be daunting. If you have spent the past year and a half driving online engagement and creating great content to build awareness, why give all of that up? Sure, it’s a bit of extra work, but why not create more efficiencies instead of throwing it all away? For example, how many times have you checked out a brand’s social media only to find they haven’t posted in a year… Don’t be that brand.

#3: Digital strategies can be cheaper to execute

With so many businesses cutting back costs, marketing budgets are still getting smaller and smaller as the reality of opening sinks in for many. Let’s be honest… A well-executed digital event will likely cost you much less than a well-executed in-person event. You will be able to cut back on venue costs, food costs, etc. However, there are certain ways for you to keep costs down, go digital with your events, and still get people out and exploring. You just have to get creative with your approach!

#4: You don’t want to be caught off-guard again

If there is one thing we have all learned in the past year and a half it’s that anything can – and will – happen. As a business owner, you need to try to anticipate what could happen and put supports in place to ensure that risks won’t affect you or, if it does, it will have minimal impact on your business.  No one (unless you are a disease specialist) could have seen something like this coming. And even if you did see something like the pandemic coming, it would have been hard to know in advance how much it would have affected businesses. In Ontario, there were businesses that were closed to in-person sales for the better part of a year. For many, introducing a digital aspect to their operations meant staying open rather than shutting down. Because there is so much uncertainty regarding what could happen right now, it is better to mitigate your risk.

​​

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

6 ways to come up with unique marketing ideas

Marketing has been a “thing” for a long time. The big question is how do you keep everything fresh? How do you keep coming up with those million-dollar ideas? (Or at least hundred- or thousand-dollar ideas that will get you to where you want to go. And it’s not just coming up with marketing ideas, it’s coming up with unique marketing ideas to showcase your brand in the best possible way.

If I am being honest, you can make ANY marketing idea unique by adding in a little bit of flare and brand personality to it. But if you are really stuck, here are 6 ways you can come up with some unique marketing ideas. Use these methods as the foundation and build from there!

Create a challenge

EVERYONE wants to go viral. Period. However, there is no magic formula to make that happen. What you can do is try to create content that will entertain and encourage your audience to interact with your brand. A great way to encourage interaction is to create a social media challenge. It seems like there is a new challenge popping up on various social media platforms every day. Why not create one for your brand?

It’s rarely obvious where challenges originate, but you can make it a bit more brand specific and include your product or service at the core of the challenge. Doing this will mean that your branding will be the focal point of any consumer videos or images to come. One of the most memorable challenges like this is the #VogueChallenge where creators posted their own mock-up magazine covers. Also consider the #InMyDenim challenge that Guess did for inspiration.

Not everyone has a ton of money to throw into ads to boost visibility, but remember that even if you have 20 people participate and half of them buy from you because of it, then it can still be successful!

Build exclusivity with a limited access offer

Exclusivity will often foster a feeling of FOMO (Fear of missing out) in people. If you are nearing the launch of your business, consider doing a limited launch where only a certain number of people have access to your product or service. (Hello, Clubhouse, we’re looking at you…)

Another way to create exclusivity even if you are past the launch phase is to create VIP access for your most loyal customers or those that have signed up. VIP access could include things like early access to a new product launch or access to premium level services free of charge for a certain period of time.

Share your expertise

I am a big fan of doing thought leadership in a strategic way. I don’t think that every business owner is cut out for a place in the media spotlight, nor is every business a great fit for something like that. However, there are so many things you can do to build a thought leadership strategy to establish your footing as a go-to, trusted expert in your industry. What really matters is when customers trust you enough to buy from YOU and not your competitors. Your thought leadership strategy could include things like blogging, social media, speaking engagements, media relations, and guest posts. The goal is to share so much information that you are bordering on uncomfortable. Chances are if someone wants to go the DIY route, you likely won’t change their mind right away. And someone who wants to hire you will know that you know your stuff if you share what you know.

Riff off other campaigns

Taking an idea that you already know works and making it bigger, better, or just adding a little more personality is a great way to recycle old ideas. There are a few different ways you can do this:

  • Your own ideas: Refresh your old ideas with new content or even a different approach.
  • Competitor ideas: Make them your own by adding your brand personality into the mix and speaking directly to your customers. It’s not about copying an idea it’s about taking the framework and making it uniquely you.
  • Other industry ideas: Adapt an idea from a completely different industry to your product or service.

Have a little bit of fun

OK, this one isn’t really a tactic, but more of a nudge to showcase your personality a bit and have fun with your marketing. When you think about it, viral marketing content most often goes viral when it is entertaining and a little bit out of the box. Where your marketing will truly shine is when you can step into your own brand character and connect with your audience when you are being uniquely you. So be silly, show those funny behind the scenes team conversations, and share your celebrations.

Find a mentor

Again, not really a strategy, but finding a mentor is definitely helpful when you are looking to build up a strong marketing strategy. I have been lucky to be both a mentee and a mentor at various points in my career so far. Having someone you can bounce ideas off of is priceless. Find someone who just “gets you” and your business. They will ask you the questions you need to be asked and help you fill in the blanks where you need to. In improv theatre, there is a game called “Yes, And!” where actors are not allowed to shoot an idea down. No idea is a bad idea. Every statement is always met with “Yes, and…” followed by adding something more to the idea. It is always full of excitement because it builds and builds. A great mentor relationship is like a rousing game of “Yes, and!”

Coming up with new and unique marketing ideas can be challenging, but if you approach it in the right way, you can make the process work for you. When it doubt, don’t get discouraged. You don’t need to come up with something people have never seen before, but you do need to create a marketing strategy that has your unique brand stamp on it.

​

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

Top 4 things to NOT cut from your marketing budget

A couple of weeks ago I talked about how you can cut from your marketing budget without losing momentum… While it’s never good to cut out marketing completely, sometimes you just need to tighten things up until you have more money to play with. If you are considering cutting your marketing budget, as you are making decisions on what to cut out there are certain things that you really just shouldn’t cut out of the budget.

Here are four things that you should not cut from your marketing budget.

Channels that are working

This should go without saying, but if you know something is working to bring in new customers, find any way you can to keep it going. After you have done your marketing audit and prioritized your marketing tactics, it should be clear what is working and what isn’t working. If it ain’t broke, don’t fix it. And, I should add, don’t cut it out.

I was talking to one entrepreneur who actually said to me that they know if they stop blogging the leads they are getting will stop coming in, but because it was the biggest expense below payroll they were considering stopping. When you are going through a rough patch, you want to invest in the things that will help to get you out of it. You should also not just cut for the sake of cutting.

Digital presence

If the past year has taught us anything it’s that you need to have SOME sort of online presence. While social media may not be the right thing for you, you do need to at least have something like a website to act as an information hub. You need somewhere for people to learn about you and see that you are a legitimate business. It also gives you a chance to showcase your expertise and tell your brand story in a controlled way. We all know that once it’s out there on social media, in the media, with influencers, or even with customers, you have to give up a bit of control when it comes to your brand and the messaging you have developed.

Audience engagement

Ongoing dialogue with your audience (aka customers and potential customers) is important. If they have no way to interact with you then how are they supposed to get to know you? Not only that, your interactive channels can also serve as effective customer service channels. Any marketing strategy you implement for your business should be designed to build relationships with your customers. And to do that you need to be able to have a 2-way dialogue. It’s those interactions that create intrigue and let people get to know that brand personality.

Expertise

There are a few different resources that come into play when it comes to your business. Expertise is one of them. If there is something you don’t know how to do yourself, it makes sense to hire someone to do it for you. The alternative is learning how to do it, but then you have to invest both time and money to learn – and it can take time to become an expert. In these situations, you need to weigh the cost against the benefits of each option. Where your marketing strategy is concerned, there are so many different skillsets that go into building and executing a successful strategy that it can be hard to be able to do everything. Figure out what you can handle and work with an expert to get the rest done. The right expert will help you figure out a great middle ground. It should never have to be all or nothing.

If you’re looking to have a big impact with your marketing, but you just don’t have the budget, don’t give up. You can make smart choices when cutting into the budget!

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

8 ways to cut down your marketing budget

It’s no secret that the marketing budget is the first thing to get cut when revenues go down. It’s ironic that marketing is the one thing that will help you build awareness and get your product or service in front of the right people to buy it. In a perfect world, you should actually be spending more money when revenues are down so you can find new ways to connect with your audience.

In reality, most businesses are working with a finite budget and you have to find ways to stretch it as far as possible. So what happens when you actually need to cut down your marketing budget?

Here are 8 things you can do to cut down your marketing budget without losing everything you have already worked hard to accomplish.

Do a Marketing audit

You should never start by making cuts. You need to start by looking at what’s working and what isn’t working. This is something you should do every year so you can start fresh, but it also helps in times where you need to figure out where to save money.

Start by writing down all of the different marketing channels you have. Once you have that list, look at the metrics associated with each channel to see how well they are performing. Take note of the customer flow – from the point they learn about your brand to the point where they click buy. Identify the things that are helping you reach your overall goals and the things that aren’t.

Ask your customers

Unless you are starting from the very beginning, chances are you have at least a few customers. Ask them what attracted them to you in the first place. Ask them what they want from a business like yours when it comes to marketing. Equally important to finding out what made them make their final decision to buy is what was holding them back (if anything).

While you are at it, why not ask them where they like to get their information and hang out online. It will give you a better picture of your audience and how to connect with them on a deeper level.

Focus on what’s trending in marketing

While it can be hard to keep up with everything that is going on in the world of marketing, try to take advantage of things where you can. For example, now that video has become “the future of content,” try building it into your strategy.  Or if a platform is favouring certain content over other types, consider adding that to your strategy where possible. Instagram Reels are a great example of this. Not only does the platform favour this type of content, if your audience is on Instagram they are likely watching Reels on a regular basis already.

Adjust your target audience niche

Make sure you are trying to reach the right people. Sometimes we can get ourselves off track thinking that we are marketing to the right audience, when in reality, there may be someone better we can connect with. This may require you to have a deeper look at your brand strategy and the buyer personas you have created. If you haven’t created those things yet… better late than never!

Create efficiencies across channels

BIG fan of this one. One of the reasons so many small businesses struggle is that the strategies that are being created are all separate pieces. If you are a solo entrepreneur or you are operating with a small team, then you will likely wear many different hats. It can be hard to stay on top of things. So, you have to work smarter, not harder with your marketing strategy. A great example of this is writing your blog content with your social media content in mind. One blog, written in the right way, can translate into multiple social media posts.

Focus on a referral or loyalty program

So nothing is ever really free, but word of mouth is pretty close to it. If you have to cut back on your marketing spend, why not get your customers who love you to spread the word? While it might cost you a discount or product for giveaways, you could also expand your customer base with your existing customers acting as brand ambassadors. Keep it simple. Don’t over-complicate it. You don’t need fancy technology to run a great referral or loyalty program!

Prioritize and then cut things

If you are, in fact, cutting things from your strategy, take everything you learned from your marketing audit and your conversations with customers and organize your list of marketing channels/tactics. Put the most effective ones at the top of the list and the least effective at the bottom. You also need to consider factors like timing. If you are looking to see faster results, then consider putting the longer-term strategies lower on the list.

Once you have your prioritized list, cut the things that are towards the bottom – or at least put them on hold (if they are long-term strategies).

Work WITH your agency

Find an agency or freelancer that understands tight budgets. There should always be a way to make it work to stretch your budget further. A great option would be to create a bit of a hybrid workflow situation where you can do some of the work and your agency can do some of it. That way you can cut back your budget, but not stop everything completely. And you still have the support of an expert team to help you get things done at a smaller budget.

If the past year has taught us anything, it’s that entrepreneurs can pivot – and we will pivot and adjust until there is nowhere to go anymore. The challenge is finding ways to work within your parameters. And that sometimes means cutting your marketing budget. So before you just blindly slash everything and burn the business you love to the ground, have a deeper look into where you should be cutting to do it with purpose.

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

Instagram/Facebook/Twitter/LinkedIn/email/Website

Stay Social with Canadian Small Business Women: