What is the best marketing trick you know? Ads? Community service? Commercials? How about social media? Is that Instagram account what drives more sales and customers to your store? Or is it something else? Some businesses have gimmicks. The Speakeasy Bar inside a hot dog restaurant in New York gets by on word of mouth alone because it is a fun gimmick that gets people talking. Out of everything in your marketing toolbelt, which one works better than the rest, hands down across all industries?
I will give you a hint, it is also one of the cheapest methods of marketing around. It is not even a new technology that gives you the ability to do what you never were able to do before, You will not find it online or in your mailbox or anywhere else outside your store. In fact, the public at large would never even see it. You may be asking yourself, what could you possibly do to market yourself if the public never gets to see it?
Customer Service Is Key
Customer service. Word of mouth is still and always be the king of marketing. Over 100 million people watch the Super Bowl every year, and brands spend millions to produce a 30-second commercial to pay millions more to have it shown. This does less for marketing than a single viral act of selflessness or selfishness by a brand. A single response in anger can ruin a business forever, United Airlines still has not recovered from the removal of one customer one time by force. This has happened to every airline countless times in the past, but this time the internet caught wind of it. A single act of goodwill can cause an increase in sales that no commercial could ever give. Staying in the airline industry, Southwest outperforms every other airline in history. They are not the most comfortable or accommodating, in fact, their reputation is quite the opposite. However, they have this. Great customer service whenever possible and these are the things people remember.
Across the board and even locally, Austin businesses such as Luxury Auto Works and Capital Pediatric Group have gone out of their way to accommodate customers needs, and in a way that genuinely assures their customers’ health and happiness, even if it may hurt the bottom line. Many local Austin businesses learned this in the recession. When families needed to cut back on expenses, those businesses that maintained a stellar level of service stayed in business despite cuts to other areas of operation.
The number one reason people try out a new business is that someone they trust recommended them. This is why influencer marketing is growing. People trust someones personal recommendations, even if that person is a celebrity. Brands are just not trusted with their own message these days, the consumer is far savvier than in the past. One friend telling another that a certain detergent did not remove a stain holds more weight than 100 commercials on television no matter what the brand says.
So, if you want to really increase your brand’s reputation, do what nobody else but you can do. You have to offer a superior service. You have to care. Survey after survey shows time and again that a customer is willing to pay a premium for service. If your customer service is not stellar, prices or quality will not save you no matter how good it is.
With little notice, many did not even know it was coming. Now that it is here, we here at Zilker Marketing have done all the hard work for you in getting you all the information you need.
First, Instagram Television is not appearing to be the single-handed game changer Facebook may have been hoping to gain. One thing IGTV is for the industry is proof that the future of social media is video. Facebook has invested considerable resources into this new platform that is video based. This would not be the case if it were not considered the future.
Eventually, we are going to reach a point where typing is almost non-existent in social media.
Many are asking if Instagram thinks they are going to try to compete with YouTube. That answer is a solid no. Facebook does not seem to have an interest in taking on competitors that large head on. Their strategy to this point has been to either try to coexist with the other big dogs and devour the young who may grow to be a threat. Yet, Facebook does not take on Twitter or YouTube head to head.
What Instagram does seem to be doing, is immediately going after the Influencers. It is a smart move as this has been where platforms gain popularity celebrities and influencers encourage their fans to migrate over. This has the profiles grow the audience for the platform, a trick that has been used since the days of Myspace. Younger crowds are turning to such people for even things such as news besides entertainment and consumer advice.
“Creators are what bring the eyeballs to platforms, and vice versa. Sort of a chicken-and-egg thing, because you can’t have creators and no platform. You can’t have a platform and no creators. You have to work with each other, but it’s a important reason why a platform can become successful.”
Some brands have immediately taken to the new platform. National Geographic immediately re-edited its show “One Strange Rock.” One area that seems to be crushing it on the new platform is the food niche. TasteMade and Food Network are excellent examples of what to do with IGTV. The new vertical platform is worth exploring and has its uses.
In short, Instagram is looking to compliment, rather than overtake the video market specializing in influencer content. YouTube will continue to be the go-to place for the majority of video content across the spectrum. While the success or failure is still too early to say for sure, it adds a new focus to specific markets.
Tl, DR. If you are not using Facebook Live in your business, you are wasting time and money. Start now.
Facebook Live has a purpose no matter what your industry is. Whether it is charity, retail, food, anything you can imagine, Facebook Live can benefit your business. Besides, it is free. Facebook is giving you a free ad to place to all your followers. In a time when Facebook is becoming pay to play, this is the one exemption to get you guaranteed eyeballs onto your page. With most content, Facebook will bury it on a business page. With Facebook Live, not only does it not bury the post, it sends out notifications telling people you are live. to the followers that are not online now, they get a notification that you were live! This is in many ways better than paying for an ad. Every single one of your followers get a notification that you did something and are inviting them to watch. Not even a boosted post can guarantee every follower will see it.
Ways to go live
You may be thinking to yourself right now, but Eric, I am shy and awkward! I get stage fright, I don’t like cameras, insert excuse here. None of that matters. The great thing about Facebook live is it can be you and the camera. Nobody else, like double-secret-talking-to-yourself-in-the-mirror secret. And, what is even better is you have many options for going live. You don’t even have to be on the camera! You can walk around talking to other people. You can host a Q and A with another person to take the attention off yourself. And if you like the attention and being in front of a camera, it is even better. You can do anything you want, and it will not bother you. You can even consider doing a weekly show! trade retail is great for this. You can give art or clothing tips. Sephora does makeup and hair demos live. What Martha Stewart does many other businesses can do with their products. All industries can learn from Martha Stewart live videos! The opportunities are endless!
No matter what you do, Facebook live can help your business. Bars can feature bartenders, restaurants can walk through kitchens. Even a regular old marketing company can give an office tour. Plumbers can go live in a home while doing a simple repair. Show people how to do it, the car dealership can go live at a deal closing to show a happy customer taking delivery. Even a doctor’s office can go live with their patients telling how wonderful their experience is. No matter what your business is Facebook Live can benefit your business. If you do not think Facebook Live is a fit for you, give Zilker Marketing a call. We can help guide you in how to use social media to earn loyal customers, followers of the brand and of course, money.
The great thing about Facebook live is it is cheap, and you are only limited to your creativity. At its most basic, you only need your cell phone camera. Yet, you can get lighting and a microphone for a better-quality production for well under $50. Then there are people who go all out and spend hundreds, even thousands on their Facebook live
As you can see, Facebook live has unlimited potential. With how Facebook is promoting the live feature, not making use of it is like turning down free advertising. It should be used by everyone. If you do not take advantage now, a few years down the road, you will be regretting missing your chance at a free foothold into an advertising avenue. If you need help coming up with a Facebook live strategy, feel free to contact our offices to plan today or head to Hubspot for their very handy ultimate guide.