trading floor

Who Is Listening to Your Brand and How Good Writing Makes It Happen

Ever enjoyed an awkward moment in a meeting? Years ago, I was a young financial writer interviewing a guy who had gone from peddling beer to selling securities and found myself being yelled at by him behind a closed door just off a trading floor.

We sat on chairs facing each other, exposed without a desk or table. I fidgeted my skirt to ensure modesty. The air between us felt thick with tension and my eyes were fixed on my notebook as I tried to keep up with his rapid-fire comments. “Look at me when I am talking to you!,” he bellowed. The criticism was so sharp, I didn’t pause to come up with a polite response. I went Jersey on him. “What, would you prefer I not take good notes and misquote you?” Yes, I had a recorder (pre-smartphone age), but note-taking makes for a better use of time when writing for a daily newspaper.

He fell at ease, if only for a moment. He realized I was not an adversary. I wasn’t there to be his best friend either, but I wasn’t out to get him. Just then, there was shrieking coming from the trading floor by a man who evidently had messed up a client trade and was issuing a mea culpa. He couldn’t take back the error and no one could resolve it for him, so he opted for a form of primal screaming. My interview subject stood up and strode to the door. As he opened it, the shrieking man happened to be right there and immediately became stunned to be inches from the boss’s face. The boss man quietly seethed that the employee should cease all verbal emanation. This was quite effectively expressed with pithy, graphic language.

While I was amused, I wasn’t sure how to get all that into my story. After all, it’s not like I would be able to get confirmation as to how exactly the trader messed up and what was the underlying deal. And, I wasn’t sure I wanted to immediately alienate my new subject. Besides, haven’t we all had one of those days? At least, I witnessed instant karma: you snap at me, and then you look like you’re running a circus instead of a business.

Why do I tell you this story? Well, if you got this far, then you liked the writing. Moreover, I wanted to illustrate the importance of attention to detail. A writing professional is assiduous with note-taking, whether the act of writing or observing. A writer shows you rather than tells you what is happening. Now, ask yourself, how is the story of your business being told. Your marketing narratives needs memorable details. Is your marketing staff or agency listening and observing what is happening with your business and market? Does the marketing, in turn, reflect your core competencies and speak to your target market?

Good storytelling is a craft. It takes experience. And, in the digital realm, it requires strong writing skills. If you want Adroit Narratives to take care of your writing and editing, contact Katharine for information on hourly rates and monthly packages.

editing

The $1,000 Blog – Why It’s Worth It

You’re a mid-sized or larger company and you need a raft of blogs and white papers to launch a new product or to reframe your existing core competency. When it comes to writing talent, you have a lot of options. Perhaps too many.

For starters, eliminate the urge to get writing on the cheap. It will suck. Excuse the crass language, but it will suck up your time because you will end up revising it or rewriting it. It will suck time and energy. To call this a fool’s errand would be too kind.

If your business is complex, such as finance, commodities, etc., you need to find someone sophisticated, well-educated and extensively experienced with writing for B2B audiences.

Time Management

How much is your time worth? If you’re making six figures in a corporate role with full benefits, just plug your salary into a typical salary>contractor rate conversation formula and you can get a sense of how much you are worth in hourly terms. Granted, how you spend your time each day varies (think fruitless meeting). Now, imagine wasting your time vetting and correcting bad writing. Actually, there is a job description for that: editor. Is that really your job? It is essential, but do you have time for it?

Roles and Responsibilities

The job qualifications of a top-notch professional writer go beyond spinning out beautiful prose. A B2B writer is also an analyst, who can glean trends from complex data points. The highly-compensated writer is also a strategist, who gathers your objectives and pinpoints carefully chosen wording to drive home a message.

A business writer is also a collaborator, who can efficiently canvass other principals, including senior executives, to ensure all key viewpoints and decision-making are incorporated in the final product and then conveyed across the entire digital spectrum to reinforce that message (social media, paid, organic, earned).

The professional business writer is also an editor. Be prepared for this person to gather up all your past efforts and shred what was unnecessary, fluffy, tedious or just plain terrible. Don’t take it personally. It’s a professional assessment. Also, be prepared for the editor to capture the best of what the company has done and reinforce that messaging.

Partnership

When you find the right writer, you can engage them on an ongoing basis with a contract that can button down the hourly rate and other considerations, such as NDAs and non-compete clauses. Such an arrangement provides you with the assurance your writer is available as a reliable extension of your team. The collaboration fosters an even more refined understanding of your business and, by extension, more effective marketing by the contractor. This way, you gain all the benefits of an inside marketing professional with all the nimbleness and responsiveness you need. The question is are you willing to pay for it? You could end up paying $75 to $150/hr or $1-2/word. The value gained is worth it.

For more information about contract writing and editing, contact Katharine Fraser at katharine@adroitnarratives.com.

Repeat sign

Repeat After Me: Reinforce Your Marketing By Rote

In the news business, there is a sensibility that there is no need to repeat a story. We’ve covered that already! After all, the job is to deliver new information. By contrast, in marketing, the message needs to be reinforced.

Repeating your business story is essential to getting the message to sink in. That’s why taglines and jingles are so successful. It’s crucial to ensure you get the message right. You don’t want to repeat something boring or vague.

What messages can hit home? For a range of products and services from home repairs to weight loss, you may want to tout rapid and effective results. For professional, white-collar services, reinforce your experience, trustworthiness and subject-matter expertise.

How do you reinforce the story? Put it in your tagline. In your elevator pitch. In your social media posts. In your blogs. In your videos. Time and time again, remind people of your core competency and what value it brings to them. Think of effective TV ads that always end with the same motto for a business.

Am I Repeating Myself?

Why, yes I am. Adroit Narratives has previously blogged about drip campaigns and the importance of a consistent message across marketing channels.

By repeating the message, you are also standing by it. This reinforces that the message represents an eternal truth.

Repetition is critical to learning. Think flashcards and memorization. How does that learning work? By repeating the information.

Must you use the same exact words every time? Not necessarily. But the tagline or motto can certainly be tacked on the end for that final reinforcement you want ingrained in the minds of the consumer or client.

Should you consult with a thesaurus for alternative words? Absolutely not! Use words you would in a normal, verbal discussion. Thus, the wording is true to you and your business culture.

Should you use some off-the-shelf AI or outsource to a cheap blog mill? Only if you are comfortable with insincere messaging, word salads, and grammatical, syntax and spelling errors.

Distilling the Message

Sit down with your colleagues to review your existing marketing message with a critical eye. Is it consistent? Is it specific? Is it memorable (in a good way)? Is it effective? How can it be improved?

Or, how would you start from scratch? Go around the table and talk about strengths and weaknesses in the business itself, not just the marketing message. What is the greatest value you offer? Take those one, two or three things and build the messaging to buttress (yes, reinforce or underpin) those ideas.

Next, if you are confident you nailed it, then get to work with a multi-media campaign plan. Which social media should you use? How should you produce video and blogs? Who should coordinate the content for those as well as email marketing and your website? If you do not feel comfortable doing that work in-house, then retain an agency or individual to contract with for the marketing content and coordination. Take a look at how they market themselves and their client base. And, lastly, do not go with the lowest bid. Just like anything else, with writing, you get what you pay for. For Commanding Digital Storytelling, contact me at katharine@adroitnarratives.com.

New rules spelled in tiles on wood

New Rules for Social Media

  1. Don’t open a post to a group with “Admins, I hope this is OK” and then post something is clearly in violation of the group’s content rules. Read the rules and follow them. Don’t use a group to promote your business, ask for medical or veterinary advice, share info unrelated to the group topic, etc. “Admins, if this is not OK” is a form of clickbait and you should just be banned for life for it.
  2. Don’t use all caps. Don’t use all caps in run-on sentences either. If you cannot form a thought and then write it out without all caps and with proper grammar, please get help.
  3. Don’t call everyone you disagree with in comments on news stories a troll. It gets old. Unless, it’s definitely a Russian troll. By all means, call that out.
  4. Don’t post a nastygram review about a business unless you truly had a horrible experience, e.g. you were food poisoned. In any event, take it up directly with the business first. You can use the direct message option for that.
  5. Don’t share an article with an alarming headline before you have even read the article.
  6. Do post a supportive comment to a friend expressing concern in a post.
  7. Do recommend businesses you really like and relate a good experience.
  8. Do share pictures of cute babies, doggies and cats. You will make people smile.
  9. Do join groups on Facebook and elsewhere that engage in hobbies you love or want to learn about, e.g., gardening, sewing, cooking, kayaking, hiking, etc. That is to say, use social media to actually be social, even if just in the digital space. These groups could actually get you out to engage in healthy hobbies in the real world too.
  10. Do send a direct message to a business on its Facebook or Twitter account. Ask them something specific about a type of product or service you want or need. You will get great, actionable information back!

Doorbells, Drip Campaigns and Delivering Value

If you live with dogs, you undoubtedly are frequently jarred by doorbells in television commercials. I’m going to name names: thank you, Walmart and Stouffer’s, who insist on multiple doorbell sound effects in their ads. No doubt the creators of these ads know that dogs will go bonkers each time they hear them and, ergo, dog owners will remember the ads.

But that certainly backfires when your target audience finds your ads incredibly annoying. I have other choices and do not need to go to Walmart, and I certainly wouldn’t serve guests frozen lasagna.

Analogously, are there certain retailers who send you multiple emails each week? If it is for the same offer, this practice is called a drip campaign. If the campaign is promoting a sale from a store I like, such as Jo-Ann Fabric and Craft, then yes, I rather like the email reminders. But, if the email is from an entity I find mildly interesting, then I really do not need two to three emails per day.

Who wants to be touched by digital marketing that often? Some email marketers seem more aligned with robocallers in practice than storytellers. What are you trying to tell your prospects and customers? Too many drips can feel like Chinese water torture for the email recipient.

Also, too much frequency can suggest desperation. Better to go with one to three emails a week, not several per day (you know you have seen that in your inbox).

And only talking about products and offers can get boring. What value are you bringing to people?

For example, if you are selling clothes, your newsletter could include an article about how to dress up or down with key pieces. And, sure, include sidebars with special offers as well as high-end items.

If you’re selling a professional service, include articles that are useful to your target audience. These are articles should be written by your company and posted to your website. The articles should describe how you solve a particular problem. You can illustrate your expertise without giving away the farm.

With storytelling you are inviting prospects to learn something of value from you. Think of it this way: if you ring someone’s doorbell in real life, they would appreciate if you are bringing something of value. (I’m waiting on the UPS truck as I type).

This is why guests bring hostess gifts to parties. You wouldn’t show up, ring the doorbell repeatedly and then try to sell your wares. So, why would you do that with email marketing? The Pavlovian response you are likely triggering is getting people to click delete, or worse, unsubscribe.

Instead, relate something positive and inviting. Did you hire someone new who is a standout in the field? Share that. Do you have an insight about some current event or controversy? Share that. Can you open with an anecdote about yourself in your business? Share that too. Let your customers and prospects get to know you and appreciate you.

Katharine Fraser is a communications consultant, social media marketer and freelance writer and editor.

Depiction of cultural divide between liberal media and Southern stereotypes.

True Narratives: What Does Point of View Have to Do with It?

We’ve all heard the derisive term “liberal media” enough to easily conjure up the caricature: a bespectacled navel-gazer looking up from their sheltered environ to cast aspersion on flyover country.

Who exactly is the liberal media? When a certain Alaskan was running for national office and spoke condescendingly of the media elite, I wondered if she was talking about me. I grew up in suburban New Jersey in a town with a view of “the city,” a.k.a. Manhattan. I was raised on a daily diet of morning news from The New York Times and The Star-Ledger, and snacked before dinner on tabloid copy from The New York Post and The Daily News. I graduated from an elite private college and worked as a journalist in East Coast cities, including New York and Washington, D.C.

Is the negative stereotype fair? I was forced to ponder this again after reading a recent Politico opinion piece on the East Coast media being stuck in the Acela corridor and not knowing why the rest of the country hates them. I can relate to this premise in that when I was working for the Baltimore Business Journal, my colleague Sonny made fun of the Washington Post for coming to nearby Baltimore anytime they needed to do a story on the hinterland instead of going anywhere else in the country, say the Midwest or Deep South, etc. Later, when I was working for American Banker in New York and was transferring to the Washington bureau, my editor Debra joked that I was emigrating back to the United States from Manhattan. Granted, I was going inside the Beltway.

But I did notice at my first job in Baltimore that I would meet people when I was doing a story or socializing that had an animus toward “the media” and I thought that was so bizarre. Of course, I was very much a part of that Acela corridor culture.

Later, I moved to Texas and I’ve had other experiences apart from the East Coast, and maybe my perceptions have changed. For instance, I don’t assume every gun owner is a murderer. My friends from home in New Jersey say that I have developed a twang, although they noted when I was in college in the South I was already saying y’all in lieu of you all or you guys.

And there is what I like to call a reverse provincialism for people in the New York metropolitan area who look down on people from other parts of the country, especially the South. When I went to a very Southern school, many of my friends were going to school in New England or elsewhere in the Northeast, per usual for New York suburban people, and they remarked, why are you going down there, they’re still fighting the Civil War, and Southerners are stupid. I recognized really quickly that the Northerners were definitely wrong on the latter assertion, especially when freshman year I was sitting in a 200-level British Literature course and the person with the most astute observations was sitting there in a CAT Diesel trucker hat and speaking with an incredibly thick Southern accent, but he was very eloquent and intellectually incisive.

This brings me back to agree in part with the Politico piece in those veins, but I also think there is a flipside groupthink in which people who condemn the media refuse to recognize that the media is often, if not nearly always, reporting the truth.

The media is a punching bag for all comers. To wit, I keep seeing Facebook posts from friends who are flaming liberals and die-hard right-wingers grousing that events which shake them are being omitted from coverage by mainstream media. Posts with oddly similar phrasing to fill in the blank, such as “anyone notice a lack of coverage of this shooting by a guy who doesn’t fit the lone wolf narrative?” or “anyone notice a lack of coverage of the Keystone oil spill?” A quick Google News search query will result in real news stories on the supposedly skipped stories.

Rather than blame the messenger, these critics are falsely accusing media of not providing the message at all. That’s a lot easier than dissecting the message. It’s also intellectually dishonest. It’s a cop-out to claim that a story was never reported just because you perceive it lacked reach or made the point you wanted it to hit home.

As for substantive critiques of news coverage, it’s also easy to blame the liberal media every time a set of known facts makes your side look bad. I learned this ad nauseam in, of all places, a weight-lifting class in college. The coach made us listen to Rush Limbaugh, who mocked mainstream media for its liberal leanings, according to this poll or the other. Yes, there are liberals in news media and there are also conservatives, the latter of whom in my observation tend to be less animated in their political views, which is a good thing in a newsroom setting.

How ironic is it that as we have more and more information available, we become more entrenched in old perceptions? Well, for starters, the volume of reliable, factual information might be shrinking on a proportional basis as traditional news outlets have shrunk their news staffs. Some people, ever so disbelieving of liberal media, glommed onto what they perceived to be alternative news that is actually fake news. Some information consumers seem more comfortable with fabrications from abroad than factual stories from the East Coast.

What is the solution? I agree the so-called liberal East Coast media should spend more time out and about in the rest of the country. They should also examine whether they are telling such stories as if they are foreign correspondents. Having lived in Texas for 11 years, I hear a certain tone in news reports that betrays a certain degree of ignorance about Southern states’ demographics, cultures and subcultures, and political viewpoints.

Embedding within a domain gives the narrator an opportunity to be more authentic in telling more than just the facts. Being close to a subject to truly see its three dimensions not only provides authority, but a veracity for all of a story’s audiences.

This may be where the liberal media stereotype arises: the writer is writing for their home audience, specifically their editor, rather than a broader audience. The point of view is not just that of the teller, but of the receiver. To achieve a better narrative, tell the story to a more intentional audience. Go beyond the audience you already know and strive to reach new target audiences. Maybe then, they will hear you.

Katharine Fraser is a writer, editor and content coordinator.

Video camera drawing overlaid on taco with text about video.

Why Video Helps Small Business Marketing

You might not think your small business offering lends itself to video, but a variety of new video formats can highlight your product and services with flair and appeal.

As part of a video promotion community (a closed group for pros on Facebook), I’ve recently witnessed the exchange of numerous videos selling everything from nutrition drinks and real estate to novels and art. The novelist’s videos told a story about the book, without spoiling the plot.

In video, key phrases underpin the overall narrative. Remember, you are drawing people in with a glimmer of what your product is. You are not just handing them a product.

As a marketing tool, we are well beyond having a person in a conference room speaking to the camera. This reminds of the time in the early ‘90s when, as an intern, I found myself being called upon to eat tacos on camera in a boardroom. Why? More on that later.

The current crop of video combine still photos, art, music, text and effects to keep eyeballs on the content and are specifically optimized for mobile phone delivery. If the medium is the message, this content is crafted for watching in the palm of one’s hand. Indeed, a lot of social media video is viewed by people sitting in front of other screens, such as their TV or work computer monitors. This is why captioning is helpful; you are still giving content without sound.

Video also adds legitimacy in ways the written word alone might fall short. Now, the viewer feels they have met you, much as if they walked into your storefront.

This can cut another way in that video can appear to reveal who you really are… or are not. An acquaintance told me about someone he assumed did similar work as me. Whoa! Not really, the video showed a slickster doing a selfie video in a garage with a luxury car. The implication being if you buy what I’m selling, you too can rent a luxury car. The bigger problem was the content. I listened and heard nothing specific. Nada.

People watch videos to learn something, see something or feel something. If you can deliver on all three, that’s great. The only way to meaningfully deliver on anything is to be specific. All effective storytelling requires specifics, be it data, descriptions or directions.

If you are selling widgets, show the assembly line. If you sell a service, give some instructions. Most of all, direct the viewers to your store!

People want to see the experience. This brings me to the tacos. The TV news station where I interned was doing a feature story on Mexican food and was waiting on a freelance cameraman to send us video with various shots from a restaurant. We were expecting to see beautiful dishes and décor. Instead, it was a lot of B-roll of drunk people doing shots of tequila. Apparently, the cameraman (also known as a shooter, by the way) put the camera down on the bar and had a great time. This was not the kind of shooter we wanted.

We still needed usable B-roll. A producer sent me and another shooter (without booze) down to Taco Bell to get some footage. We got the boot. But we bought some tacos to go. I thought we could put the tacos down on a table and get some decent Ken Burns-style footage documenting the tacos in all their glory. Unfortunately for me, the producer took it further and insisted the cameraman shoot me eating the tacos. He got a nice tight, close-up shot of me chewing. Why? Because great storytelling puts people in the action. Turns out, the video was so compelling the story went national and some of my college friends were very surprised to see me eating lunch on a major network’s nightly news.Video camera drawing overlaid on taco with text about video.

Not every video is going to garner a huge audience. Just like blogging, if you do videos, do them consistently to build a portfolio. You will improve with each installment. Also, you cannot do something once and expect success. By blogging or posting video on a regular basis, you are informing the internet gods and your customers that you are a reliable, consistent presence.

For more information on video and other digital marketing services provided by Adroit Narratives, please see our services menu.

love writing

On Good Writing and How to Get It

When I tell people I am a writer, I tend to get two reactions:

“Oh, I could never write well.”

“Do you like it?”

For the latter, consider whether I would work as a professional writer for more than 20 years if I disliked it. As for the former proposition, the only way to become is a good writer is to do a lot of writing.

You also must be willing to take and incorporate critiques. In college, my two majors happened to require contrasting writing styles. In journalism, you start a story by telling the reader the upshot or outcome. For history, by contrast, you start at the beginning and build a case toward a conclusion. One day, my history advisor stopped me on campus to tell me that my writing had become “weird.” That was to say I opened a history paper with a news lede.

At my first newspaper job, I was blessed with strong editors who gently guided me away from writing too much or writing in a manner too fancy to get the job done. With good writing, there is no need to gild the lily. You just say it straight. Get to the point. Yet so much of what we read online buries the lede. For example, how many recipe blogs start out with hundreds and hundreds of words before mentioning the recipe’s ingredients and directions? To be fair, I publish a lifestyle blog that narrates my cooking adventures, but they are rarely more than 500 words and the instructions are higher up in the copy. By contrast, I have found myself scrolling and scrolling and scrolling down a recipe post before finding the recipe.

Now, to be sure, there is some SEO method to this madness, but let’s not get totally carried away by padding blogs with search terms. I also suspect that people who write meandering musings in their blog never had a tough, wise-cracking news editor bearing down on their copy. Remember, the whole point of writing something is to engage the reader. What is the use of bringing someone to your blog if you are boring?

You have just a moment to grab their attention, which is the objective of a news headline. That’s akin to a great Tweet or the opening of a social media post. In news writing, people ask themselves – before hitting the keystrokes – what is my lede? (Lede is old-time news spelling for lead sentence.) In other words, what is the most important, new thing you need to convey to the reader? For marketing a product or service, you should give the reader information they just may not have been aware of; this educational material shows you know your stuff and gives the audience a reason to know who you are.

Say you own a jewelry store. Running a social media post about the cheapest diamonds in town is going to send the wrong message. What if instead you crafted a post about an electric toothbrush being a diamond’s best friend? That made you curious, right? Turns out, some jewelers recommend using a electric toothbrush to polish your diamond. Just don’t use the same brushhead you put in your mouth. My point is social media is supposed to be fun and you can use elements of humor and surprise to be quirky in marketing. Still, don’t go crazy. If you are a small business and doing your own marketing, be sure to go to trusted friends as sounding boards and test out any wacky ideas.

The beauty of social media, though, is it more often rewards experiments than it punishes mistakes. Your experiment would have to be really, really awful to hurt much. I like to try different art or animations for the images. I play with video editing and photo editing on design platforms. As a result, I can stay fresh with content presentation.

The writing can be playful too. As for regular day-to-day writing for your newsletters and social media, have a coworker read it first. At the very least, they can clean up the copy to free it of typos, which can hurt your credibility. Finally, one piece of biased advice: do not publish yourself unless you are an experienced professional editor.

Cheers,

Katharine Fraser, Adroit Narratives

Dear Small Business: Yes, You Need Social Media

Digital marketing makes getting the word out easier than ever. In the 1980 film “The Blues Brothers,” Elwood and Jake need to promote a benefit concert and take every measure at their disposal. They even steal a megaphone and affix it to the top of their sedan. “You on the motorcycle, you two girls, tell your friends…,” Elwood announces while driving through the countryside before running out of gas, literally. With the advent of social media, you can bring the traffic to your business rather than meander around chasing it.

Why be online? Are your competitors? When you are shopping personally and professionally, do you open up an app or web browser on your phone? If you cannot find a business online, do you take it seriously?

How much effort do you currently put into your other marketing efforts? Do you consider email marketing and Yelp social media? They are social media. Did you realize you can connect your email marketing with your social media posts?

What does it take to gain traction as a digital marketer? Well, anyone can be a website provider or social media manager. Anyone can log on, type and click enter. You can too, but consider the following:

Edit Yourself. Yes, of course, proofread before you hit send. Moreover, never post with emotion, unless it’s pure joy. Never blast a competitor; you’re the own who will look bad.

Do you have a plan for what subject matter you want to post to social media? What topics will showcase your expertise? Which media are best for that? Videos? Infographics? Blogs?

Do you have time to write or is there someone on staff or who you can retain to pump out content? Will you be actively managing your online marketing? How?

What are your expectations? The Chewbacca Mama got 135 million views and counting. Let’s face it, your results are likely to be lower than that. Who are you trying to reach? Did you know that social media analytics (which are free with business setups on these accounts) show who is looking at what you post? You can see demographic information that will inform whether you should modify the content to reach specific audiences. In addition, should you choose to buy ads on social media, you can target people by their interests, location, age, gender, etc.

What else can you gain? Being active on social media means you get to be informed about what your audience knows and likes, and what your competition is doing. Social media is dynamic. You are not simply posting like a billboard. You are posting to reach target audiences and can see their response. You can also glean information by being in the social media audience. It is a two-way street.

Positioning. Don’t post just to sell a product. People are shopping online so position yourself as someone to help them find what they were already looking for.

Don’t be discouraged. It takes awhile to gain an audience. You may also get likes by people you don’t like. So be it. Block ’em if need be. Keep moving.

Relate to others. In other words, engage with people who already have the audience you want. You can comment @them, repost their posts, like them, etc. They might even reply to you for a little discourse. Definitely engage with like-minded or similarly situated others.

Make a plan. Devise a marketing plan for the online realm. What material needs to be on your website? What social media channels are best for reaching your target audience? What is your primary objective? What types of content will help you achieve that? Who is writing the content?

How does it work?

Facebook rewards engagement. Businesses need likes, comments and shares of their posts, not just likes on a company page.

Other Facebook tidbits I gathered at a recent Facebook for business event:

  • 3 million small businesses are advertising on Facebook
  • 100 million hours of video are watched on Facebook everyday
  • 1 out of 5 minutes on a smartphone are spent on Facebook
  • 153 million people visit Facebook everyday; 90% of them on mobile

Twitter is global and brings people to your site. Twitter enjoys 310 million monthly active users and 79% of those accounts are outside the U.S. (Still, that’s 65 million in the U.S.) 83% of its users are on mobile. And here is the beauty of integration: 1 billion unique visits monthly to sites with embedded Tweets.

Pinterest is for female shoppers, as 85% of users are women. 70% of users are on it to find information on what to buy, so they are already motivated. The app boasts 100 million pinners. (That’s active users, by the way, not just the 176 million accounts.) Everytime you pin to a board, you can be found by other pinners. Pinterest for business will show you who is looking at your pins. Of course, you can also pin your content and link to your business website. You can also advertise in this space.

Find the social media avenues that are suitable for your target market.

Parting advice: stretch yourself, add new skills and find new avenues. This is working for other people, so why not you?

For more information about creating digital content for your business, contact consultant Katharine Fraser.