Category Archives: social media marketing

5 Reasons Why You Need to Master Social Media Marketing for 2020

Social media is now widespread in its adoption and usage. If you’ve been hesitant to dip your toes into social waters, now is the time to prepare for the plunge. Social media is here and it’s not going away anytime soon.

We’ve seen more and more New Zealand businesses want to learn more about marketing through social channels.

Why?

Here are five of the most common and compelling reasons:

1 Your Customers are on Social Media

According to Nielsen Online research, 88% of Kiwis now use social media, with 3.8 million regular monthly users.

And they’re not just occasional visitors, either. The biannual World Internet Project NZ data reveals that two-thirds of us (in this instance, “us” means Kiwi Internet users) visit Social Media networks at least daily.

And yeah, we’ve been known to spend quite a little bit of time pottering on Facebook et al.

2 Your Competitors are Hard at Work in Social Media

As you might expect, wherever there are people, there are companies trying to sell to them. According to Brandwatch, there are over 60 million active Facebook business pages around the world. In New Zealand, we track more than 20,000 local business pages. That’s an awful lot of competition for your customers’ eyeballs. Is your business represented there?

3 There’s Money to be Made

Localist research tells us that Kiwis use Social Media for purchase recommendations. 85% of buying decisions are made by researching the web for recommendations and information.

Research by SUMO Heavy indicates that more than half of global consumers say that social media influences their purchasing decisions. The most important social media channels to drive buying behaviour are Facebook, Instagram and Pinterest.

 

4 Social Media is Important for Your Brand

Social media is now considered more important than traditional print advertising in [industries such as] the food and beverage industry, according to the Grant Thornton International Food and Beverage report.

And, according to recent research cited by Lyfe Marketing, Chief Marketing Officers (CMOs) believe that social efforts drive a measurable impact on important marketing KPIs such as sales, brand loyalty and brand awareness.

 

5 Social Media Marketing is Highly Measurable

There is a wealth of data available to determine exactly who you are reaching, and who is interacting and engaging with you, especially through Facebook and Instagram. In traditional media, you can see the performance of the medium but there are limitations to the information you can gather about your own activity. In social media, you can track both exposure and engagement for your own page and for your advertising activity.

Have we made our case about the strategic importance of Social Media Marketing? Then may we recommend that you take a look at our online training courses.

How the courses work: on the first day of each course, we send you login and password details, at which point you are able to  access all lessons. Then twice a week over the next several weeks we send you Course Notes for each Lesson.

Please note that you are able to access the course anytime 24/7, and can proceed at your own pace through the course — the course remains online for you to access when convenient.

Here are the course details (click through for more information):

The Principles & Practice of Social Media Marketing
social-media-marketing-nz-online-training-course

This is a thirteen-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

For more details of the Social Media Marketing online course, please click here.

 Executive Briefing Course: Facebook & Instagram

This video-based course is intended to provide a high-level overview of social media (and of Facebook and Instagram in particular), for time-poor executives who need to understand the possibilities (and the pitfalls) of the medium, without getting lost in the detail.

For more details of the Executive Briefing online course, please click here.

 

Facebook Accelerator Programme
Facebook-Accelerator-course

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
Complete Facebook Marketing course

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

Mastering Facebook Advertising

mastering-facebook-ads-online-training-course

This is a nine-part eCourse providing a comprehensive introduction to paid Facebook Advertising.

For more details of the Mastering Facebook Ads online training course, please click here.

Instagram Marketing course

instagram-for-nz-marketers

If your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.

You’ll find out the details of this Instagram Marketing seven-part online training course by clicking here.

Influencer Marketing course

influencer-marketing

Our Influencer Marketing online training course is a nine-part course which covers the importance of Influencer Marketing, helps you to determine the smartest and most effective strategies — and to explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.

For more information about our Influencer Marketing course, please click here.

 

How to Prepare an Effective Social Media Brief
Preparing an Effective Social Media Marketing Brief

Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.

 

Online Video Marketing - Short Course

Online Video is no longer an “up-and-coming” marketing tactic — it’s here, and it’s a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.

It’s well past time for you to upskill yourself in online video marketing, with our seven week course on Online Video Marketing. For more details, please click here.

Don’t get left behind! Get your marketing knowledge up to speed for 2020 with one of our courses!

7 Reasons Why Social Media Really Matters for NZ Businesses in 2019

Now that social media is the place where most Kiwis spend a large amount of time online, there is a very real need for New Zealand small and medium-sized businesses — and, in fact, NZ businesses of any size — to learn how to make more effective use of Social Media Marketing to reach existing and prospective customers.

Here are a few of the reasons why NZ businesses need to know more about Social Media Marketing:

1. These days, Social Media is where the people gather

Globally, a third of the world’s population has gone social.

And yes, New Zealand is right up there in terms of Social Media usage, according to Nielsen Online (December 2018), with 3.8 million regular monthly users, 88% of the population (2+).

Colmar Brunton reports that 90% of Kiwis between 18 and 39 now use social media.

And they’re not just occasional visitors, either. The biannual World Internet Project NZ data reveals that two-thirds of us (in this instance, “us” means Kiwi Internet users) visit Social Media networks at least daily.

And yeah, we’ve been known to spend quite a little bit of time pottering on Facebook et al.

2. Social Media is where you can go to join the conversation

In the introduction to his 1999 book “Permission Marketing”, Seth Godin told us:

Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring our attention away from whatever we are doing.

Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works.

Interruption Marketing has no place in Social Media, either. It’s called “Social” for a reason — it’s all about conversations. Bring your sales pitch to a friendly chat and you’ll quickly get ignored.

Instead, be ready to listen, engage and build relationships with consumers and you’ll finally start to get somewhere.

3. Social Media is where you can hear what people think, for better or for worse

The impact of social media is stronger than ever. Users have a “voice” and can sit back and watch the comments without ever having to reveal their identity, though this has had some negative consequences, as well. A while back, Twitter had to deal with accusations about not being strict enough with their anti-bullying rules and guidelines. Meanwhile, TripAdvisor has been blamed for allowing restaurants to be rated with false reviews, as anyone has the power to “suggest” and give feedback via word of mouse.

Yet, users of digital devices have the power to influence the popularity of products and services, and access information about whatever they want, whenever they want, from other consumers.

Consumers no longer look to brands as the primary source of information – they read forums, blogs or watch tutorials in order to find a product with the perfect fit.

If you provide a lousy product or service, you’ll hear all about it on Social Media. Here, people have a voice — and they’re not afraid to let their friends (and you) know what they think.

On the other hand, if you build a wonderful product, people will happily talk about that as well.

4. Social Media is where you can actually make sales

You can actually sell stuff directly to your followers — but ONLY if you have a real relationship with them and have earned to right to (very occasionally, no more than about 10% of the time) offer them special deals.

 

5. It’s where consumers find out about new products

According to data quoted by Ad Week:

6. Social Media is where a great many online advertising dollars are going (internationally far more so than in NZ, for now)

Currently, around one-fifth of US digital dollars are ending up in Facebook’s coffers:

And we’re not just talking pocket change, either. In the last three months of 2018, Facebook earned US$16.9 Billion in revenues, up 33 percent from the same three months in 2017, and US$6.9 Billion of that was profit, up 61 percent from the previous year. Not a bad result, given the annus horribilis that Facebook suffered in 2018.

In New Zealand, Digital Advertising has become our most important medium, with more than a billion dollars spent there in 2018.

7. It’s become an essential component in marketing strategies

Social Media now plays a significant role in most marketing strategies, according to the 2019 Buffer State of Social report.

To help meet the needs of Kiwi businesses, especially small- and medium-sized organisations, we offer a number of social media marketing courses.

These are some of our most popular courses (click through for more information):

The Principles & Practice of Social Media Marketing
social-media-marketing-nz-online-training-course

This is a thirteen-part online training course providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

For more details of the Social Media Marketing online course, please click here

Facebook Accelerator Programme
Facebook-Accelerator-course

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online training course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
Complete Facebook Marketing course

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

Mastering Facebook Advertising

mastering-facebook-ads-online-training-course

This is a nine-part online training course providing a comprehensive introduction to paid Facebook Advertising.

For more details of the Mastering Facebook Ads online training course, please click here.

Instagram Marketing course

instagram-for-nz-marketers

If your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.

 

How to Prepare an Effective Social Media Brief
Preparing an Effective Social Media Marketing Brief

Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This online training course is designed to provide you with the insights necessary to prepare an effective brief.

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.

How to Use LinkedIn Effectively – For Your Business And Your Career
How to Use LinkedIn Effectively - for your Business and your Career

This is a seven-part online training course providing a comprehensive introduction to LinkedIn, from the basics to detailed instructions on how to use LinkedIn to promote your organisation, build your personal reputation, find a job, recruit prospective employees and even make sales.

For more details of the How to Use LinkedIn Effectively programme, please click here.

Sponsorship Opportunity: NZ Marketing Trends Reports

We’re experimenting with a different approach to our Marketing Trends reports in 2019 — but only for a limited time and only on a first-come, first-served basis [you should contact us at [email protected] to reserve your sponsorship topic].

In past years, we’ve created Trends Reports on various marketing topics, and made them available for anyone to use under a non-exclusive licensing arrangement.

This year, we’re experimenting with the notion of releasing the reports on an EXCLUSIVE basis, one sponsor per topic, to enable sponsors to get the most out of the reports.

Each Trends report is intended to demonstrate Authority and Thought Leadership in the chosen space, to help position your organisation as the go-to people for that specialty, and to act as a door-opener to get you in front of clients who otherwise might not be aware of, or not willing to consider, your services.

As you’ll see below, we’ve identified many key content strands for each report; however the final nature and content of the report will be determined in association with the sponsor.

We’re offering sponsorship in two different forms in 2019, either:

1 Sponsorship & Naming Rights of a single, 100-page Annual Trends Report, providing comprehensive coverage of the topic; or

2 Sponsorship & Naming Rights of four Quarterly Reports, each approximately 30 pages, enabling you to promote the sponsorship and demonstrate thought leadership on an ongoing basis

For either report, the sponsorship fee is $100+GST per page. We require 50% deposit upon commissioning, with the balance due upon publication.

ABOUT THE CREATOR OF THESE REPORTS
Oh, in case you’re wondering who we are to be preparing such reports: each report is being prepared by Michael Carney, author of seven books, adman, media director and strategic planning director. Michael is also the creator/training director of Netmarketing Courses, which provides online training across a wide range of digital marketing disciplines. See our About page for more.

Of necessity, we conduct a wide range of research for our various digital marketing courses, and that research forms the basis of these Trends reports.

=================

Here are some of the Trends Reports currently available for sponsorship:

Search Marketing 2019

This report provides an examination of Search Marketing Trends as we head through 2019.

In this presentation, we’ll wax lyrical about a wide ranging collection of topics, including:

Mobile Really Must Be First
In May 2015, Google reported that mobile searches had surpassed desktop searches on its search engine. Since then, the company has taken many steps which signal that mobile, not desktop, should be considered as the default user experience. In March 2018, Google introduced mobile-first indexing. We explore the implications.

Three Seconds is the New Fast
According to a study Google presented in late 2016, websites that gain priority in search results will be expected to load in three seconds or less. That’s simply a recognition by Google of the impatience of mobile-wielding web surfers. As you might imagine, that has direct implications for your website structure — and whether or not you opt for accelerated mobile pages (AMP) or Progressive Web Apps (PWA), which allow a website to work as if it were an app.

How Machine Learning is Revolutionising Google Search
Google CEO Sundar Pichai laid out the corporate mindset: “Machine learning is a core, transformative way by which we’re rethinking how we’re doing everything. We are thoughtfully applying it across all our products, be it search, ads, YouTube, or Play. And we’re in early days, but you will see us — in a systematic way — apply machine learning in all these areas.”

Perils of the Google Answer Box
In 2019, brands will need to place value on optimizing their digital content based on intent rather than specific keywords. As you have no doubt noticed, Google has become more and more likely to offer up specific answers rather than simply links to search results.

Big Data + Search = Attribution Challenges
Today’s conversion paths are extremely complex and as a result, micro-moments matter more than ever. Engaging with customers’ days, weeks, and even months before they’re ready to convert is going to be the new norm.

Reconsider Bing
Bing is a big player amongst the new breed of digital assistants. It’s fueling the search of Apple’s Siri and Amazon’s Alexa, apart from being the default search engine of Microsoft’s Cortana. Collectively, Bing powers voice search for approximately as many Voice Assistants as Google, around a billion each. Ignore Bing at your peril.

Video Optimisation
Voice search isn’t the only SEO trend taking over the Internet; videos are, too. They are an ever increasingly popular information medium, which makes them a rich source of customer traffic when you use them cleverly.

While your videos need to be excellent in order to rank on YouTube (any other quality standard is unacceptable there), they won’t be able to without being optimised for carefully picked keywords.

—

The Search Marketing presentation also looks at:

  • how Voice Search is transforming the ways in which consumers gather information, and how that in turn requires a whole new approach to keyword optimisation
  • what you need to know about Topic Clusters, to ensure your priority placement in search engine results
  • the opportunities inherent in Featured Snippets
  • how keyword search is giving way to User Intent as the most meaningful search signal
  • the dramatic growth in Natural Language Search
  • the increasing importance of structured data as Google uses AI more and more to handle search results
  • why E-A-T (Expertise, Authority, Trustworthiness) is an essential content metric in 2019
  • the convergence of SEO and Content
  • why speed is now vital to your search success
  • how Location, Location, Location is now a search engine mantra as well

Online Video Marketing 2019

Online Video is a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.

And the statistics show that it’s working its socks off, especially with younger audiences:

video-by-device

The 2016 Nielsen New Zealand Multi-Screen Report, covering trends of Kiwi video viewing, reveals that around a quarter (26%) of New Zealanders watch TV content through other devices (not a TV set) in an average week. Besides the TV set, the most popular devices for watching video content across a week are desktops/laptops (39%), smartphones (27%) and tablets (18%).

We offer a training course covering Online Video Marketing, but the topic has become so important that we’re also creating this special report/presentation to bring you up to speed with the latest developments in Online Video.

In the presentation, we cover:

Google Loves Video
It’s not always evident down our way, but Google gives priority in search results to those that include videos. Which spells opportunity: add videos to your pages, optimised for relevant keywords, and feel the Google love.

Customers Now Expect Moving Pictures
When you realize that 25% of consumers will lose interest in your brand if you don’t have a video explaining your product or service, you’ll quickly decide the videos are really important for your brand as well.

The Transformative Nature of Live Video
Facebook and YouTube have gone all-in on live video, giving live content pride of place on their respective networks. If you can create relevant, entertaining live video for your brand, this just could be the most effective weapon in your marketing arsenal.

One Size No Longer Fits All
Gone are the days when you could make one video on Youtube and share it all over social media. Nowadays, it’s vital to create content that’s relevant to each platform.

Vertical Videos Are A Thing
The near-universal adoption of smartphones, as both capture and viewing mechanism, means that Vertical Video is now a valid — and desirable — format. But you do need to develop content that’s optimised for that format.

More Videos Will Be Designed to Play Without Sound
According to Digiday, 85 percent of Facebook video is watched without sound. Suddenly, that stark statistic underlines the necessity of providing effective captions for your videos. In this section we reveal a surprisingly easy way to create captions for Facebook.

Other topics featured in this presentation include:

  • the steady growth of VR and 360 degree videos
  • how brands have already started integrating videos into their website design
  • the unexpected value of video voicemail
  • skyrocketing Video Advertising budgets
  • the accelerated growth of Video Retargeting
  • Increase in A/B Video Testing
  • Crisis Management and Video
  • the viral ingredients of successful videos

All that and the latest breaking news and trends, in the Online Video Marketing NZ 2019 report and slide presentation, coming soon.

 

Social Media Marketing Trends 2019

Now we turn the spotlight on social media trends for 2019, inspired by an infographic from Filmora (available here).

1 Video

First on the list is the least surprising of all: social goes video. Yep, all those moving pictures clamouring for attention on Facebook, YouTube, Twitter and Instagram (now joined by LinkedIn, which has recently added its own native video offerings) will continue to get all the attention.

What that means for marketers: if you are not using video in social media, you are much less likely to get noticed — and even less likely to get remembered. According to data gathered by Filmora, 95% of video messages will be retained by consumers while only 10% of text-based posts will enjoy that privilege.

Oh, and if you can, make those videos live. Facebook Live videos are watched three times longer than regular videos.

2 Ephemeral is Hot

The move to short-lived content, pioneered by Snapchat and shamelessly copied by Instagram Stories, will continue to be a thing in 2018.

Why? There are a few factors at work, including:

  • increased concentration on the actual post content, precisely because it will disappear
  • fear of missing out, because the messages are limited and time-constrained
  • users can afford not to worry about little things like spelling, grammar or accuracy, because their messages don’t hang around long enough to be critiqued

3 Chatbots are multiplying

There are now some 12,000 active chatbots on Facebook Messenger and it is estimated that 30% of our chat conversations will be with the little creatures this year.

Why? Because, in many cases they are smarter than humans — at least when it comes to talking about what they know (are programmed) to chat about.

If you already know the most frequently asked questions about your products, a chatbot is the simplest, most efficient and friendliest (!) way to share that information with your prospects and customers.

4 Influencer Marketing is growing strongly

Influencer Marketing is the fastest-growing marketing channel, according to Filmora data.

That’s because, with all due respect to traditional media channels, Influencer Marketing is (or can/should be):

  • more targeted
  • more credible
  • more affordable

Influencer Marketing can also be more successful, according to 94% of those who use the channel.

And, since these days consumers put more trust in friends, whanau and peers, Influencer Marketing is an easy approach to gather endorsements that hopefully turn into sales.

5 Mobile, Mobile, Mobile

Yeah, we may never actually arrive at the long-promised “year of the mobile“, but this is pretty darned close.

More than 90% of Kiwis under 55 now have smartphones and, guess what, we actually use them — most especially, for checking in on social media many times a day.

And yes, that means that any marketing or promotion that you do on social media needs to be mobile-friendly — and, if you are sending anybody from a social medium to your own website, that better be mobile-friendly as well.

All that and of course much more, in the Social Media Marketing NZ Trends 2019 report and slide presentation, coming out soon.

Influencer Marketing 2019

Our next special report/presentation deals with the fast-growing topic of Influencer Marketing.

If you’re not sure exactly what Influencer Marketing is, allow TapInfluence to explain:

Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay Influencers to get out the word for you.

Influencer Marketing has evolved from humble origins to end up as the preferred buzzword to describe the current iteration of a well-established and familiar marketing tool: using “celebrities” to promote your products.

There’s a bit more to Influencer Marketing than just plunking a few celebrities into a TV commercial, however. Today’s definition of “celebrities” (Influencers) has broadened to encompass those who are, in the words of Andy Warhol, “famous for 15 minutes”.

At the same time, the number of celebrity followers that an Influencer might attract has shrunk from hundreds of thousands to, sometimes mere hundreds (whose celebrity leaders have been accordingly dubbed micro-influencers).

The Internet in general, and social media in particular, has brought us thousands of influencers and micro-influencers, whose hustling on behalf of a product can encourage many of their followers to actually purchase said product.

Why? Because, according to a report by Nielsen, 92% of people trust recommendations from individuals over brands. And, let’s face it, many brands have brought that fate upon themselves by their own less-than-trustworthy behaviour.

How hot is Influencer Marketing, really?

Here’s one indicator: 84% of US marketers are planning to use Influencer Marketing this year (according to Acorn Influence).

So, to bring you up to speed with Influencer Marketing, we’re producing this special presentation, whose topics include:

The Seven Most Effective Influencer Marketing Strategies
As it turns out, there’s a bit more to Influencer Marketing than simply tracking down people who seem to have a lot of followers in social media. We share proven strategies which will help lessen potential heartache.

How to Choose the Influencers Who are Right for You
Not all Influencers are created equal (and there are more than a few pretenders to the throne out there). We discuss what to look for (and what to avoid) — and why you should proceed slowly as you assemble your Influencer team.

Best Practices on Connecting with Influencers
Once you’ve determined the most appropriate Influencers for your brand, it’s time to reach out and connect. If you’re not careful though, and haven’t thought through the right approach, you might be turned down — or end up paying too much. We share lessons from others that will help ease the way.

Where and How to Find Kiwi Influencers
There are surprising numbers of influential New Zealanders who have attracted a wide following through their efforts on YouTube, Pinterest, Facebook, Instagram, Snapchat and elsewhere. We show you how to find them — and also sound a few cautionary notes.

In the Influencer Marketing NZ Presentation, we also examine:

  • the top Power Words to use
  • creative ways to incentivize influencers
  • Influencer Marketing measurement, KPIs & ROI
  • the four Rs of effective Influencer Marketing
  • how to run successful Influencer Marketing campaigns
  • what Google’s purchase of Famebit tells us about the future of Influencer Marketing
  • why major players are now buying Influencers
  • Influencer Case Studies
  • Influencer Marketing Tools
  • why Influencer campaigns fail
  • the fastest way to destroy your Influencer Marketing efforts
  • twenty trends that will shape Influencer Marketing in the next year

All that and of course much more, in the Influencer Marketing NZ 2019 report and slide presentation.

 

Content Marketing 2019

Content Marketing continues to blossom, especially in New Zealand, as more and more brands realise that consumers are doing their own homework online rather than seeking advice from salespeople (who may — how can we put this delicately? — not be entirely objective).

One of the solutions: provide helpful, relevant content online so that when consumers do their homework, you’re able to shape their thinking accordingly.

That’s why Content Marketing has earned its place as one of the topics we cover in this year’s Marketing Insights Presentation Series.

Here are some of the issues we feature:

The power of Nearby and Micro-Moment Marketing
The ubiquitous smart phone continue to change the game. Where once longform content was king, now snackable snippets — served up in answer to queries like “restaurant near me” — have become the new currency. We explore the trend and its implications.

Content Marketing as Defensive Mechanism
So many people are talking — not always positively — about brands and companies online, and organisations don’t always get the chance to present their own point of view as part of that conversation. As a result, many are turning to Content Marketing as a means to get their message out there.

Talking to Your Own
Content marketing has also seen itself become an internal PR tool, used to communicate in a planned and more effective manner with staff, dealers and suppliers. How are you ensuring that your own people know what they should about your organisation?

Overcoming “Content Shock”
Even when marketers do invest in Content Marketing, there are challenges. One of the biggest challenge: getting heard out there, amongst the ever-increasing cacophony of social media posts, blogs, video and all. It’s been dubbed “Content Shock” — and we look at how to deal with it.

Content Will Get useful or Get Ignored
Smart marketers will begin to invest in bigger content projects such as creating free and robust online tools, writing the go-to books in their industries, and creating environments where their customers can build a community to share knowledge

Accountability
Content marketers will be held accountable not just for how much content they create, but what it does for the business (much like demand generation teams).

Other topics that feature in this presentation include:

  • Personalisation
  • Engagement
  • Data-driven Insights
  • Interactive Experiences
  • Face-to-face Opportunities & Live Events
  • challenges of developing engaging visual content
  • the talent shortage
  • Algorithm-driven content distribution
  • Live video
  • compelling content experiences
  • the emergence of AI journalism
  • Immersive Content Formats
  • Science-based content marketing
  • The rise of the Content Librarian
  • The continuing rise of paid promotion and the decline of organic reach

—

Other Topics In Development

We’re also planning Trends reports covering:

  • eCommerce
  • Email Marketing
  • Artificial Intelligence & Marketing
  • Marketing Automation

We will consider developing reports for any marketing topic, so get in touch with us and tell us what content would be most relevant for your business.

CONTACT US TODAY

As we’ve already noted, these reports will be produced exclusively for a single sponsor for each topic, and are available on a first-come, first-served basis. We’re already talking to potential sponsors for several of the reports, so if you’re interested we recommend that you contact us today on [email protected] or by phone on 021 1493 403.

5 Social Media Marketing Mistakes to Avoid in 2019

You’d think by now that, given how long* social media has been with us, we’d have mastered the medium already.

*The first recognizable social media site, Six Degrees, was created more than twenty years ago, in 1997; MySpace dates back to 2003; and Facebook followed soon after, in 2004.

Alas, there are still plenty of errors that marketers are likely to make along the way, even in 2019.

Here are the top five most common mistakes that businesses (in New Zealand and elsewhere) are still likely to make:

1 Only Talking About Yourself

There’s a time and place for bragging about yourself and your products but, mostly, social media ain’t that place. If you’re not serving up interesting, relevant, noteworthy content on your social media platforms, you’re simply calling out to be unfollowed.

As WeCan Mag notes:

If all you do is post spammy sales pitches non-stop, you’re wasting your potential. People see ads all day long — from the time they wake up and turn on the TV or check their phones to the time they go to sleep when the day is done.

Understandably, people are sick of promotional material. Instead, think about the pain points your customers deal with and address those with content meant to solve their problems.

2 Targeting the Wrong Audience

The really GREAT thing about paid advertising on social media networks is that you can finely target your audience. Only want NZ women aged 20-30 to see your advertisements? Select your prospects accordingly.

The really BAD thing about paid advertising on social media networks is that you can finely target your audience. If you don’t really know who’s buying your products, you might end up defining your audience incorrectly and pouring your advertising expenditure down the drain.

For example, women are often the primary purchase influencers (and in many cases dominant decision-makers) on men’s clothing, deodorants and other seemingly-gender-specific products. Market at males and you could be wasting your time.

You should also consider your choice of social network carefully. Facebook and Instagram dominate social media usage in New Zealand, but their appeal isn’t the same across all age groups:

Potential NZ Reach by Age Group as at February 2019 (Source: Facebook/Instagram)

3 Focussing on Vanity Metrics

When you aren’t measuring anything meaningful, it’s comforting to count up the number of followers you have, or the number of likes you’ve gathered, and think you’re succeeding in social media.

Unfortunately, those sorts of vanity metrics don’t mean anything. You need to drill more deeply, as this table from Plexxie shows:

4 #Too #Many #Hashtags

Hashtags are a handy tool on most social media sites. They get people who are already talking about things relevant to your business to notice you. A carefully-chosen hashtag can be a great way to bring the right people to your page.

However, as Plexxie observes:

Overcrowding your post with hashtags is setting yourself up to be that guy at the bar who says too much of all the wrong things. He is either ignored, ridiculed or thrown out. Don’t be that guy.

From our experience, 20 to 30 relatable hashtags on a post max.

5 Too Much Automation

Automation can be extremely useful for managing your social media management efforts, but don’t go overboard. As Rock Ridge Media points out:

Automation can be quite good for social media marketing, but it needs to be incorporated into a larger campaign strategy. If you are constantly using automated link posting, this will give your followers the impression that you’re spamming them, which doesn’t do much for your customer trust or engagement.

Automation can be used to boost your marketing efforts and alleviate some of the work for your team, but it should be used sparingly. Also, automation is detrimental if it’s done at random, so be sure any automated tasks you have are on a consistent schedule.

Effective social media marketing requires the right knowledge, tools, tips and techniques to help you get noticed and to encourage your audience to engage with you and your brand.

That’s where we can help.

We have a number of social media marketing courses available already but, in recognition of the combined strengths of Facebook and Instagram, we’ve taken the best of our popular Facebook and Instagram courses, and blended them together into a powerful thirteen-part Mastering Facebook and Instagram Marketing online training course.

This combined will bring you up to speed with what’s required to make your social media marketing on Facebook and Instagram really work for you in 2019.

Here’s what the Mastering Facebook and Instagram Marketing online training course covers:

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PART ONE: FACEBOOK MARKETING

LESSON ONE: AUDIT AND MAKEOVER

In this first lesson we invite you to audit your current Facebook presence. Who have you attracted so far to your Facebook page, how much are they interacting with you and what do they get to see when they arrive at your Facebook Fan Page anyway? Then we show you some of the ways that leading brands and organisations have set themselves up on Facebook and identify the key elements you’ll need to include if you want to increase your success on Facebook. You may even find yourself rethinking your current Facebook activity entirely.

LESSON TWO: ENGAGEMENT

Know anything about Facebook’s algorithms? These not-very-well-known formulae determine exactly how visible you are on Facebook, especially to those who say they like you. We peek under the covers and show you exactly what you need to do to prosper under the algorithms — and how important it is to engage in particular ways with your fans and followers. A word of advice: don’t post anything more to Facebook until you’ve completed Lesson Two.

LESSON THREE: PLANTING VIRAL SEEDS

“Viral” is one of those magic qualities to which most marketers aspire. Alas, many are called but few are chosen. In this lesson we look at the principles behind some of the most effective viral campaigns of recent time — and show you how to harness those concepts to reach out to influencers and consumers alike. We’ll also discuss how you can (legally and legitimately!) make Other Peoples’ Content actually work for you!

LESSON FOUR: CREATING EFFECTIVE FACEBOOK POSTS

The biggest challenge for any business using Facebook pages these days? Creating Facebook posts that get noticed and get shared.

So this lesson tackles this problem head on, identifies the secrets of effective Facebook posts and shows you exactly what you need to do to stand out on Facebook.

LESSON FIVE: FACEBOOK ADVERTISING

Even with what you’ve learned in Lesson Four about creating effective Facebook posts, you’ll still need to master the art of paid Facebook advertising — that’s just the reality of social media marketing these days. In this lesson we explore what you need to know to achieve significant success promoting your organisation on Facebook.

LESSON SIX: SOCIAL SHOPPING

There’s a whole lot more to social shopping than just offering a drop-dead, deeply discounted deal and ending up with bargain shoppers who won’t spend a penny more than their coupons allow. We take a serious look at some of the best practices in this space and identify smart ways to help your customers spend more of their hard-earned money with you. Along the way we’ll discuss pre-commerce, augmented recommendations and how to turn existing customers into advocated (without them having to do anything). And we also take a look at Facebook Apps and how they can be of use to you.

PART TWO: INSTAGRAM MARKETING

Lesson Seven: Getting Established on Instagram

In this lesson, we discuss how important both pictures and video have become when it comes to getting noticed. We then explore the specifics of Instagram, including its background, the demographic profile of those most likely to use the social medium and how Kiwis are using  Instagram.

We also look at some of the leading Kiwi Instagram practitioners (a topic which we will return to in more detail later in the course) and how they are using Instagram effectively.

Lesson Seven includes:

  • The Power of Pictures
  • Instagram: a History
  • Who Uses Instagram
  • Instagram in NZ
  • Your Ideal Instagram User Name
  • Your Optimised Profile Picture
  • What You Should Feature in Your Instagram Bio

Lesson Eight: Instagram for Business

Do consumers actually connect to businesses on Instagram? Yes, according to at least one study, 80% of users follow brands on the Instagram platform.

Why? The usual reasons that consumers give:

  • they like the brand and want to show their support
  • they want deals and discounts
  • they like to receive insider knowledge about the brand
  • FOMO (Fear of Missing Out)

In Lesson Eight we discuss how to set yourself up with a Business Account on Instagram, we show you the stats on the percentage of businesses currently using Instagram, and we reveal some of New Zealand’s most popular brands on the platform.

Lesson Eight covers:

  • Setting Up a Business Account on Instagram
  • What You Need to Know about Instagram Stories
  • New Zealand brands on Instagram
  • What you need to know about Instagram Shopping

 

Lesson Nine: Posting to Instagram

Why do some Instagram posts go massively viral (effortlessly, it seems) whilst others are just meh? We’ve done the homework so you don’t have to, identifying more than a dozen secrets of powerful Instagram photos and videos.

We also discuss the best ways to attract followers, and how to really engage with them.

Lesson Nine features:

  • The Most Effective Instagram Creative Approaches
  • The comparative effectiveness of photos vs. videos
  • The photo content types that attract 38% more likes
  • Posting Mistakes to Avoid
  • How often you should post
  • The strategic importance of Location Tagging
  • The power of emojis
  • How to Set Up and Use Instagram Live

 

Lesson Ten: Hashtags

Hashtags are the lifeblood of Instagram. They’re the equivalent of keywords on Instagram, except even more so: they’re a way of getting found, a rallying point for people, brands and causes and a way to reach out to your constituency in a highly-targeted and shareable manner.

In this lesson, we examine the hashtag phenomenon, show you how brands and leading Instagrammers are using them effectively and help you to identify the best hashtags for your products and services.

Lesson Ten includes:

  • Optimising Hashtag Usage
  • Choosing Hashtags
  • Hiding Hashtags
  • The ideal number of Hashtags on each post
  • How to Follow Hashtags (and encourage others to do so)

 

Lesson Eleven: Instagram Advertising

If you want to take full advantage of Instagram, then at some point you will find yourself buying advertising on the platform.

Lesson Eleven to the rescue, with the key facts you need to know about advertising on Instagram, to ensure that you achieve maximum effectiveness.

Lesson Eleven outlines:

  • The Mechanics of Instagram Advertising
  • Instagram Advertising Options
  • Best practices for using video in Instagram ads
  • Boosting Instagram posts
  • Effective Targeting
  • Using Facebook Ads Manager

 

Lesson Twelve: Instagram Influencers

Did you know that 78% of social influencers prefer to partner with brands through Instagram, according to recent research?

That statistic makes it more important than ever to learn how to use Instagram effectively.

In this lesson, we talk about how to use Influencer Marketing effectively (and monitor results) and also sound some alarms to ensure that your influencers comply with their legal obligations.

In Lesson Twelve, you’ll also learn:

  • Why Use Influencer Marketing
  • Most Effective Influencer Marketing Strategies
  • Finding Kiwi Influencers
  • Notifications and Disclaimers you MUST use
  • Influencer Marketing Measurement & ROI

 

Lesson Thirteen: Instagram Tips, Trends, Tools

Finally, we cover some of the key tips and techniques that you need to know about to make the most effective use of Instagram, along with some of the recent Instagram developments and new feature testing.

In Lesson Thirteen, we cover:

  • Identifying the best times to upload to Instagram
  • How to Remove Inappropriate Instagram Comments
  • What you need to know about Instagram Rights Manager
  • The Best Instagram Tools
  • Instagram Trends to Note

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WHO WILL BENEFIT FROM THIS COURSE?
Any Kiwi marketer, or anyone who is responsible for marketing for their organisation, who is considering using Instagram or Facebook (or probably both) to promote their products/services.

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WHAT CUSTOMERS ARE SAYING ABOUT OUR COURSES

Here’s a sampling of the feedback we’ve received from those who’ve taken our courses:

  • Thanks for an informative and interesting [Facebook Accelerator] course. Your presentation held a good balance of theoretical and practical information and was clear and simple enough for a non IT Facebook novice like me to follow. There are many ideas that I have gained that I will attempt to incorporate in the overall marketing plan my team is currently developing for our brand. Facebook can offer so much more than I thought as a medium for communicating with our current and prospective customers. Julie D
  • I found this course fantastic, i started off knowing very little about facebook (just how to run my own personal page) to now having a thorough understanding of ALL the things you can (and there is a lot). The course format was great and allowed knowledge to be built up over time. Course length was great and this will definetly be something i come back to constantly as we develop our facebook pages more within my company. Aleisha H
  • I have really enjoyed the course and the way it was structured. It was informative and interesting – liked the way you incorporated slide-shows, video, statistics and different forms of media to provide information. Lisa C

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TIMING

This online training course begins on Wednesday 01 January, 2020.

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INVESTMENT

If you were to take the Facebook and Instagram courses separately, it would cost you up to $1194+GST. Sign up for this combined thirteen-part Mastering Facebook and Instagram Marketing course and pay just $897+GST. However we offer a $100 Early Bird Discount — the course is just $797+GST for bookings made and payment received by Wednesday 25 December, 2019

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Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this Mastering Facebook and Instagram Marketing course and SAVE $100, please pay by credit card through PayPal by clicking here:

Register Now for the next course

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the Mastering Facebook and Instagram Marketing online training course.

If you have any questions, or would like more information, please email us at [email protected]

A Guide to Social Media Marketing for NZ Businesses

These days Social Media matters more than ever for businesses around the world (despite the occasional negative press about things like President Trump, alleged Russian election tampering and reported data misuse by companies such as Cambridge Analytica).

And that’s true in New Zealand as well.

Here’s why:

1. These days, Social Media is where the people gather

Globally, a third of the world’s population has gone social.

If you prefer specific body-counts, here’s the latest estimate, around 2.75 billion:

And yes, New Zealand is right up there in terms of Social Media usage, according to Nielsen Online (December 2018), with 3.8 million regular monthly users, 88% of the population (2+).

And they’re not just occasional visitors, either. The biannual World Internet Project NZ data reveals that two-thirds of us (in this instance, “us” means Kiwi Internet users) visit Social Media networks at least daily.

And yeah, we’ve been known to spend quite a little bit of time pottering on Facebook et al.

In other words, where once the best place for marketers to find Kiwis in large numbers was watching TV, listening to radio or reading newspapers or magazines, nowadays online in general (and Social Media in particular) is where we mostly choose to spend our time.

And yes, where the audience is, the advertising dollars have followed, globally …

… and in NZ, according to industry turnover figures compiled by the NZ Advertising Standards Authority:

2. Social Media is where you can go to join the conversation

In the introduction to his 1999 book “Permission Marketing“, Seth Godin told us:

Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring our attention away from whatever we are doing.

Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works.

Interruption Marketing has no place in Social Media, either. It’s called “Social” for a reason — it’s all about conversations. Bring your sales pitch to a friendly chat and you’ll quickly get ignored.

Instead, be ready to listen, engage and build relationships with consumers and you’ll finally start to get somewhere.

3. Social Media is where you can hear what people think, for better or for worse

The impact of social media is stronger than ever. Users have a “voice” and can sit back and watch the comments without ever having to reveal their identity, though this has had some negative consequences, as well. A while back, Twitter had to deal with accusations about not being strict enough with their anti-bullying rules and guidelines. Meanwhile, TripAdvisor has been blamed for allowing restaurants to be rated with false reviews, as anyone has the power to “suggest” and give feedback via word of mouse.

Yet, users of digital devices have the power to influence the popularity of products and services, and access information about whatever they want, whenever they want, from other consumers.

Consumers no longer look to brands as the primary source of information – they read forums, blogs or watch tutorials in order to find a product with the perfect fit.

If you provide a lousy product or service, you’ll hear all about it on Social Media. Here, people have a voice — and they’re not afraid to let their friends (and you) know what they think.

On the other hand, if you build a wonderful product, people will happily talk about that as well.

4. Social Media is where you can find people who may want to come to your website

You can actually sell stuff directly to your followers — but ONLY if you have a real relationship with them and have earned to right to (very occasionally, no more than about 10% of the time) offer them special deals.

Alternatively, you can pay for sponsored posts inviting people to your website (which will work, if your content is interesting and relevant to them).

5. It’s where consumers find out about new products

According to data quoted by Ad Week:

6. Social Media is now about leads

In the early days of social media (like, up until six or seven years ago), businesses used to focus their attention on getting followers for their Facebook pages. It was a badge of honour (and a vanity metric) to be able to boast a following in the tens or hundreds of thousands. It was also a valid synonym for effectiveness, since pre-2012 maybe half of your followers might see one of your posts.

Alas, commercial reality intruded, especially once Facebook became a public company and needed to earn decent money. The network’s organic reach (AKA the number of people who see your posts if you don’t pay to advertise) was wound down and down and down.

Nowadays, only a vanishingly-small percentage (1-2% on average) of your followers will see any of your posts, unless you pay to promote those posts.

Yes, there are certainly exceptions. Take this recent unpaid post, for example:

Not a bad turnout, for a page with just 3960 followers. But such results can only be achieved if you really know what you’re doing in Social Media (and have the right sort of product or service and a generally-enthusiastic fanbase).

Instead, you have to treat Social Media as a tool for generating leads rather than attracting adulation. That, in turn, means you have to dabble in metric measurement and determine what works and what (sob!) doesn’t.

7. Social Media is where a great many online advertising dollars are going (internationally far more so than in NZ, for now)

Currently, around one-fifth of US digital dollars are ending up in Facebook’s coffers:

And we’re not just talking pocket change, either. In the last three months of 2018, Facebook earned US$16.9 Billion in revenues, up 33 percent from the same three months in 2017, and US$6.9 Billion of that was profit, up 61 percent from the previous year. Not a bad result, given the annus horribilis that Facebook suffered in 2018.

In New Zealand, Search still dominates (with 62% of total digital adspend) and Social Media is still the poor cousin in terms of adspend (just 4%). That represents an as-yet untapped opportunity.

8. Social Media is where marketers turn for Exposure, Traffic and Leads

Those are the most significant benefits of Social Media, according to marketers.

(To be honest, those are the sorts of benefits we would aim to achieve with ANY advertising, so these aren’t exactly staggering research results).

9. It’s become an essential component in marketing strategies

Social Media now plays a significant role in most marketing strategies, according to the 2019 Buffer State of Social report.

Again, not exactly surprising for a medium attracting around 20% of US digital advertising dollars. What this data really suggests, however, is that New Zealand marketers should devote (a lot) more attention to social media advertising than they currently do.

 

Keep Up-to-Date

Social Media is constantly changing, and unless you’re working with the medium every day, you can quickly fall behind on the latest tools, techniques and developments.

And that’s a problem because, according to Hootsuite’s recent Social Media Barometer Report (which surveyed 9000 marketers across 19 countries, including New Zealand), 90% of respondents think social media is important for staying competitive.

The Social Media Barometer Report also shows that social media will continue to be a critical platform for businesses and customers. Almost three quarters of respondents agree that social media will increasingly contribute to their company’s bottom line.

 

So how can you learn more about Social Media Marketing?

To help meet the needs of Kiwi businesses, we offer a number of social media marketing courses.

These are some of our most popular courses (click through for more information):

The Principles & Practice of Social Media Marketing
social-media-marketing-nz-online-training-course

This is a thirteen-part online training course providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

For more details of the Social Media Marketing online course, please click here

Facebook Accelerator Programme
Facebook-Accelerator-course

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online training course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
Complete Facebook Marketing course

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

Mastering Facebook Advertising

mastering-facebook-ads-online-training-course

This is a nine-part online training course providing a comprehensive introduction to paid Facebook Advertising.

For more details of the Mastering Facebook Ads online training course, please click here.

 

Instagram Marketing course

instagram-for-nz-marketers

If your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.

 

How to Prepare an Effective Social Media Brief
Preparing an Effective Social Media Marketing Brief

Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This online training course is designed to provide you with the insights necessary to prepare an effective brief.

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.

How to Use LinkedIn Effectively – For Your Business And Your Career
How to Use LinkedIn Effectively - for your Business and your Career

This is a seven-part online training course providing a comprehensive introduction to LinkedIn, from the basics to detailed instructions on how to use LinkedIn to promote your organisation, build your personal reputation, find a job, recruit prospective employees and even make sales.

For more details of the How to Use LinkedIn Effectively programme, please click here.

 

Social Media Marketing: 5 Key Skills You Need to Master for 2019

Social Media Marketing has become one of the most important skills that NZ businesses need to master, for several very important reasons:

  • Two out of three Kiwi Internet users visit social network sites every day. If you’re not active in their favourite forum, will they think of you when they decide to purchase the types of goods or services that you sell?
  • Through those sites, Kiwis talk about what they need to buy and they ask their friends for recommendations. Are you listening?
  • Kiwis follow brands and organisations on the social networks, so that they can be in the know about what’s new, what’s hot and what special deals are available. If they care enough about your brand to follow you on Facebook or Instagram or the like, what are you doing for them?
  • They share stuff with their friends — the good, the bad and the ugly. If you’re being talked about and you don’t know what is being said about you and your products & services (and customer service successes and failures) in social media, you won’t have a chance to respond and fix any problems before they go toxic.

Not only that, but Social Media is good for business, as the following stats demonstrate:


Image: Pryton Technologies

 

Key Social Media Marketing Skills Required

So, if we accept that Social Media Marketing is important for New Zealand businesses, exactly what should you be able to master to take full advantage of the social medium?

Try these five on for size:

1 Truly Understand Your Customers and Prospects

It’s a process that marketers have been obsessed with for a long time.

It’s still valid, nearly a century later, but it’s no longer enough. Now, there’s a whole lot more you need to know.

Here, courtesy of the British Government’s Businesslink website, is a useful summary of ten things you need to know about your customers (we’ve enlarged the descriptions of each item listed to reinforce the points shown):

1. Who they are
If you sell directly to individuals, find out your customers’ gender, age, occupation, where they live and other demographic data. It can make a significant difference in terms of how you market to them. For example:

Generational Differences
Gen Y brains have been trained on “more and faster” and consequently process visual information quickly and get bored more easily. (from “Gen Buy” by Kit Yarrow and Jayne O’Donnell, Jossey-Bass, San Francisco 2009).

Gender Differences
“Men don’t shop; they buy,” according to Federico Marchetti, chief executive of Yoox Group, one of the major companies that offer high-end men’s fashion online. “Men spend 30 percent less time browsing online than women, viewing fewer pages before purchasing, which shows why online shopping is the perfect solution for them.” And why product detail means more than emotional copy.

2. What they do
If you sell directly to individuals, it can be helpful to know their occupations and interests. If you sell to other businesses, however, it’s essential to have an understanding of what their business is trying to achieve (and know what buying authority the individuals you’re dealing with are able to exercise).

3. Why they buy
If you know why customers buy a product or service, it’s easier to match their needs to the benefits your business can offer.

Blogger Irv Brechner offers up five reasons why consumers shop online (and how to encourage that behaviour):

A: Consumers believe they get the best prices and deals online
Capitalize on it: Reinforce your deals and prices in emails, on your site, in search, etc.

B: Consumers like shopping from home
Capitalize on it: Every chance you get, pound away at this convenience.

C: There are no crowds to avoid online
Capitalize on it: Show long lines of people waiting to pay in stores.

D: There’s better inventory and selection online
Capitalize on it: Use dramatic numbers to drive home this point, including the benefit of greater online inventory, which is a better chance for the consumer to find exactly what he wants.

E: They get better customer service online
Capitalize on it: Promote the availability of online chat, your online store being open 24/7 and other customer service advantages.

An IRCE survey reinforced that advice, confirming that price and convenience are the main drivers for consumers to shop online.

The survey, which was conducted amongst 1,044 consumers, had the goal of finding out what the most important factors that people take into consideration when buying online are. Here are the results given on each factor measured:

  • Price, 80%
  • Ability to purchase online for home delivery, 62%
  • Ability to get the product within a day or two, 54%
  • Ability to purchase locally at a store, 45%
  • Ability to purchase online and pick up in store, 33%

4. When they buy
If you approach a customer just at the time they want to buy, you will massively increase your chances of success.

How can you do that? By ensuring that:

  • your site is optimised effectively for search engines, so that when people are searching for your product category (using search terms that indicate your prospect is ready to buy), your website shows up at or near the top of the results.
  • your site is mobile-optimised as well, so that if people are searching on their smartphones for “[product category] near me”, you’re right there.

5. How they buy
For example, some people prefer to buy from a website, while others prefer a face-to-face meeting.

6.How much money consumers have
You’ll be more successful if you can match what you’re offering to what you know your customer can afford. Premium, higher priced products are unlikely to be successful if most of your customers are on a limited budget – unless you can identify new customers with the spending power to match.

7. What makes consumers feel good about buying
If you know what makes them tick, you can serve them in the way they prefer.

The IRCE survey (noted above) also identified other contributing factors that mattered to prospects:

  • Advice/reviews from peers on web sites, 38%
  • Rewards/loyalty points that may be tied with making a purchase, 38%
  • Supporting content supplied by the retailer or manufacturer, such as how-to guides, 36%
  • Word-of-mouth advice from friends, 32%
  • Advice from my online community, such as Facebook, 18%

8. What they expect of you
For example, if your customers expect reliable delivery and you don’t disappoint them, you stand to gain repeat business.

9. What they think about you
If your customers enjoy dealing with you, they’re likely to buy more. And you can only tackle problems that customers have if you know what they are.

10. What they think about your competitors
If you know how your customers view your competition, you stand a much better chance of staying ahead of your rivals.

 

2 Start Listening

Social Listening (also known as Social Media Monitoring) has been cited in a recent survey of marketers as THE most important marketing trend of the next 12 months.

Actually, it’s a topic that’s been of vital importance ever since Social Media became a thing, and for good reason: consumers, as they do, may well already be talking about you and your company or brand online, and if you don’t know what they’re saying, they could do significant brand damage.

As Forbes notes:

When it comes to marketing, data has always been of utmost importance; because if you want to succeed at marketing, then you need to know who you’re marketing to, what your competitors are up to, and where your market is heading. With this knowledge, you gain the power to make better marketing decisions and create better marketing strategies.

The question is, how do you get this data for your social media strategy?

The answer: with a social listening tool (we recommend RepWarn).

There are several things that you can learn by monitoring relevant conversations happening online, depending on what your own focus is.  Here’s what you can do with a good social listening strategy:

  • Manage your online reputation by monitoring your brand name: catch any discussion that mentions your brand and jump into the conversation, whether it’s about customer service issues or a potential lead looking into your product.
  • Monitor competitors so that you can understand what their digital marketing is and how it’s working for them: where they’re active, how big their audience is and what types of content they create.
  • Find better influencers to collaborate with: monitor specific keywords and audiences in order to find the most popular influencers in that niche.
  • Understand your audience: who they are, where they’re from, what keywords and hashtags they use the most, what content they prefer, which social accounts they engage with the most, etc.
  • Analyze the sentiment of your audience: measure the success of a campaign beyond the conventional metrics by assessing emotional reactions.

3 Know how to write for the web

Different media require different approaches. The headline that might have looked wonderful in a newspaper or magazine probably won’t fit within the constraints of Facebook or Instagram character counts.

And the few seconds that represent the average time-on-site for typical web browsers means that we simply don’t have the luxury of indulging in long paragraphs.

Yes, writing for the web requires a whole different approach — and you can either learn that the hard way, by discovering it for yourself, or learn from us.

A couple of years ago, in response to this need, we developed a popular half day workshop to take marketers through the requirements of writing for the web.

Now, in response to demand from New Zealand businesses, we have repurposed that workshop as a full-blown online training course, complete with content that’s been refreshed and updated to reflect today’s needs.

Find out more about our Writing for the Web online training course here.

 

4 Know which Social Media options are appropriate for your target audience

As you’re probably aware, all social media networks are not alike — they typically have specific features and characteristics that differentiate them from each other, so it’s extremely important to understand which is which and to identify those that are right for you.

The seven major networks that are most relevant to NZ marketers:

Facebook – an online social networking site that allows users to create their personal profiles, share photos and videos, and communicate with other users

Twitter – an internet service that allows users to post “tweets” (short messages of up to 140 characters) for their followers to see updates in real-time

LinkedIn – a networking website for the business community that allows users to create professional profiles, post resumes, and communicate with other professionals and job-seekers.

Pinterest – an online community that allows users to display photos of items found on the web by “pinning” them and sharing ideas with others.

Instagram – an app on mobile devices that allows users to send and share photos of themselves doing their daily activities.

Snapchat – a mobile app that also allows users to send and share photos of themselves doing their daily activities. Snapchat differentiates itself from Instagram because most Snapchat messages expire after one viewing.

Google+ (also known as Google Plus) – alas, not destined to be with us much longer. Google has announced that Google+ will be closed down in August 2019.

Our Social Media Marketing course will tell you what you need to know about each of the key social media (as well as YouTube and the main messaging apps).

 

5 Master online video

Video is central to Facebook’s vision for the future of the platform. In 2014 CEO Mark Zuckerberg was quoted as saying “In five years most of Facebook will be video”. Well, here we are, five years later, in 2019 — and online video is indeed becoming, if not quite dominant, then certainly extremely important.

One of the reasons why video is so important for business: after watching a video, 64% of users are more likely to buy a product online.

To learn more about Online Video Marketing, check out our course on the topic.

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So — those are the five skills you need to, at a minimum, master for 2019.

How do you get there? Glad you asked. Check out our online training courses:

Upskilling Yourself for 2019

Our online training courses cover social media and a range of other digital marketing topics.

These are some of our most popular courses (click through for more information):

The Principles & Practice of Social Media Marketing
social-media-marketing-nz-online-training-course

This is a thirteen-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

For more details of the Social Media Marketing online course, please click here.

Digital Marketing 101

digital-marketing-101

Digital Marketing 101 is a 26-part online training course designed for students who may know very little about Digital Marketing, touching on a wide range of Digital Marketing topics over a six-month period.

For more information about Digital Marketing 101, please click here.

Facebook Accelerator Programme
Facebook-Accelerator-course

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
Complete Facebook Marketing course

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

Mastering Facebook Advertising

mastering-facebook-ads-online-training-course

This is a nine-part eCourse providing a comprehensive introduction to paid Facebook Advertising.

For more details of the Mastering Facebook Ads online training course, please click here.

Instagram Marketing course

instagram-for-nz-marketers

If your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.

Influencer Marketing course

influencer-marketing

Our Influencer Marketing online training course is a nine-part course which covers the importance of Influencer Marketing, helps you to determine the smartest and most effective strategies — and to explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.

For more information about our Influencer Marketing course, please click here.

Writing for the Web course

writing-for-the-web-online-training-course

Effective writing has become an absolutely core competency when communicating online. Not just any writing, however. Different media require different approaches. The headline that might have looked wonderful in the newspaper probably won’t fit within the constraints of Facebook or Instagram character counts.

Our Writing for the Web course covers the key elements you need to know to communicate effectively to online audiences.

For more information about our Writing for the Web course, please click here.

 

Mastering eCommerce

Mastering eCommerce course

Our online course, “Mastering eCommerce”, tells you what you need to know about selling effectively online in a seven-week programme that steps you through the principles and practices of eCommerce in New Zealand.

For more details of the Mastering eCommerce programme, please click here.

 

How to Prepare an Effective Social Media Brief
Preparing an Effective Social Media Marketing Brief

Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.

How to Use LinkedIn Effectively – For Your Business And Your Career
How to Use LinkedIn Effectively - for your Business and your Career

This is a seven-part online training eCourse providing a comprehensive introduction to LinkedIn, from the basics to detailed instructions on how to use LinkedIn to promote your organisation, build your personal reputation, find a job, recruit prospective employees and even make sales.

For more details of the How to Use LinkedIn Effectively programme, please click here.

Online Video Marketing - Short Course

Online Video is no longer an “up-and-coming” marketing tactic — it’s here, and it’s a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.

It’s well past time for you to upskill yourself in online video marketing, with our seven week course on Online Video Marketing. For more details, please click here.

Check Out Our Online Training Courses

Our online training courses cover social media and a range of other digital marketing topics.

These are some of our most popular courses (click through for more information):

The Principles & Practice of Social Media Marketing
social-media-marketing-nz-online-training-course

This is a thirteen-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

For more details of the Social Media Marketing online course, please click here.

 

Digital Marketing 101

digital-marketing-101

Digital Marketing 101 is a 26-part online training course designed for students who may know very little about Digital Marketing, touching on a wide range of Digital Marketing topics over a six-month period.

For more information about Digital Marketing 101, please click here.

Facebook Accelerator Programme
Facebook-Accelerator-course

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
Complete Facebook Marketing course

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

Mastering Facebook Advertising

mastering-facebook-ads-online-training-course

This is a nine-part eCourse providing a comprehensive introduction to paid Facebook Advertising.

For more details of the Mastering Facebook Ads online training course, please click here.

Instagram Marketing course

instagram-for-nz-marketers

If your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.

You’ll find out the details of this Instagram Marketing seven-part online training course by clicking here.

Influencer Marketing course

influencer-marketing

Our Influencer Marketing online training course is a nine-part course which covers the importance of Influencer Marketing, helps you to determine the smartest and most effective strategies — and to explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.

For more information about our Influencer Marketing course, please click here.

Writing for the Web course

writing-for-the-web-online-training-course

Effective writing has become an absolutely core competency when communicating online. Not just any writing, however. Different media require different approaches. The headline that might have looked wonderful in the newspaper probably won’t fit within the constraints of Facebook or Instagram character counts.

Our Writing for the Web course covers the key elements you need to know to communicate effectively to online audiences.

For more information about our Writing for the Web course, please click here.

 

Mastering eCommerce

Mastering eCommerce course

Our online course, “Mastering eCommerce”, tells you what you need to know about selling effectively online in a seven-week programme that steps you through the principles and practices of eCommerce in New Zealand.

For more details of the Mastering eCommerce programme, please click here.

 

How to Prepare an Effective Social Media Brief
Preparing an Effective Social Media Marketing Brief

Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.

How to Use LinkedIn Effectively – For Your Business And Your Career
How to Use LinkedIn Effectively - for your Business and your Career

This is a seven-part online training eCourse providing a comprehensive introduction to LinkedIn, from the basics to detailed instructions on how to use LinkedIn to promote your organisation, build your personal reputation, find a job, recruit prospective employees and even make sales.

For more details of the How to Use LinkedIn Effectively programme, please click here.

Online Video Marketing - Short Course

Online Video is no longer an “up-and-coming” marketing tactic — it’s here, and it’s a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.

It’s well past time for you to upskill yourself in online video marketing, with our seven week course on Online Video Marketing. For more details, please click here.

Done For You Social Media Marketing Programme

Social Media Marketing, done properly, can take up an enormous amount of time and effort — and, even then, your efforts can pass unnoticed if what you are posting doesn’t sufficiently appeal to your audience, doesn’t use the right keywords or hashtags or if your content is judged unworthy by Facebook’s algorithms.

We’ve been training Kiwis on social media marketing for the last eight years, constantly adjusting our course content to reflect the latest developments. Over that time, we’ve been regularly asked for recommendations for social media consultants who could handle the social media requirements for those making the enquiries.

Finally, we’ve decided to introduce our own Done For You Social Media Marketing Programme, to meet the needs of New Zealand Businesses.

We will create interesting, relevant social media content for you and (depending on which option you choose), even post it on your behalf.

Here’s what’s included in this comprehensive programme:

Social Media Audit & Analysis

As our first step, we audit and analyse your existing social media activity (if any), to determine:

  • what you’re doing wrong
  • what you’re doing right
  • what the most successful competitors in your category are doing; and
  • which social media strategies you should adopt for future posts

We also interview you (by telephone or email) to determine:

  • your social media objectives and expectations
  • your target audience(s)
  • the product(s) and/or service(s) you wish to promote
  • any keywords and/or hashtags you are currently using
  • any key timings that need to be factored into your marketing activity
  • the offer(s) you can make to encourage product/service purchases
  • any branding requirements

Once we have gathered and analysed all this information, we will provide you with:

  • recommendations of which social media you should use to reach your target audience
  • a recommended content calendar for the next month
  • 30 social media posts for you to use over the next month

This Social Media Audit and Analysis will be conducted on your behalf for a flat fee of $997+GST.

The next step is for you to choose from one of the following four options:

Option 1: 15 Social Media Posts per month (you post)

For this option, we will provide you each month with 15 custom posts, design-optimised for up to three social media channels, for you to post to your own social media accounts approximately three times per week. These posts will be created with relevant context images as backgrounds, phrases/facts/statistics regarding to your brand and industry, with basic design and colours. We recommend that you supplement these posts with no more than two posts promoting your own products/services.

Option 1 is available for $297+GST per month. You can cancel at any time.

To sign up for the Social Media Audit and Analysis plus Option 1 (first payment $997+GST, then $297+GST per month), please pay by credit card via PayPal by clicking here.

 

Option 2: 15 Social Media Posts per month (posted for you)

For this option, we will provide you each month with 15 custom posts, design-optimised for up to three social media channels, and post those to your own social media accounts approximately three times per week. These posts will be created with relevant context images as backgrounds, phrases/facts/statistics regarding to your brand and industry, with basic design and colours. We recommend that you supplement these posts with no more than two posts promoting your own products/services.

Option 2 is available for $397+GST per month. You can cancel at any time.

To sign up for the Social Media Audit and Analysis plus Option 2 (first payment $997+GST, then $397+GST per month), please pay by credit card via PayPal by clicking here.

Option 3: 30 Social Media Posts per month (you post)

For this option, we will provide you each month with 30 custom posts, design-optimised for up to three social media channels, for you to post to your own social media accounts once a day. These posts will be created with relevant context images as backgrounds, phrases/facts/statistics regarding to your brand and industry, with basic design and colours. We recommend that you supplement these posts with no more than four posts promoting your own products/services.

Option 3 is available for $497+GST per month. You can cancel at any time.

To sign up for the Social Media Audit and Analysis plus Option 3 (first payment $997+GST, then $497+GST per month), please pay by credit card via PayPal by clicking here.

Option 4: 30 Social Media Posts per month (posted for you)

For this option, we will provide you each month with 30 custom posts, design-optimised for up to three social media channels, and will post these to your own social media accounts once a day. These posts will be created with relevant context images as backgrounds, phrases/facts/statistics regarding to your brand and industry, with basic design and colours. We recommend that you supplement these posts with no more than four posts promoting your own products/services.

Option 4 is available for $597+GST per month. You can cancel at any time.

To sign up for the Social Media Audit and Analysis plus Option 4 (first payment $997+GST, then $597+GST per month), please pay by credit card via PayPal by clicking here.

If you have any queries about our Social Media Marketing Programme, or would like more information, you can email us at info [AT] socialmedia [DOT] org [DOT] nz.

ABOUT US

This Social Media Marketing Programme is offered by Netmarketing NZ. The principal of Netmarketing NZ, Michael Carney, has been training NZ businesses in all aspects of Social Media Marketing since 2010.

Michael is a veteran marketer with an insatiable passion for whatever’s new, different, exciting or interesting in the world of communications (and especially in the digital space). Michael has been in the marketing game since 1971, online since 1987 — and can be variously described as a digital marketing trainer, adman, media director, strategist, researcher, copywriter, consultant, playwright and dad.

He is probably best known for his many years as Media Director of a number of leading NZ advertising agencies, including MDA Mackay King (now Saatchi & Saatchi) and HKM Rialto (since merged with Colenso BBDO). More recently he worked in strategic roles with MediaCom New Zealand and Grey Worldwide and was Strategic Planning Director for the Media Counsel before setting up Netmarketing.

Michael is also the author of “Trade Me Success Secrets: How To Buy and Sell Effectively on NZ’s Favourite Auction Site”, now in its second edition.

Michael was chairman of the NZ Marketing Association’s Network of Digital Marketers from 2009 until March 2013.

You can connect with Michael on LinkedIn at http://linkedin.com/in/michaelcarney.

 

Download our Free “10 Secrets of Effective Social Media Advertising” Report

Social Media has become one of the most powerful promotional methods available to businesses today — but, we must be honest, there’s a bit of a learning curve.

It’s very easy to waste a whole lot of time and money in Social Media, not getting anywhere.

We know a bit about Social Media (as you’ll probably gather if you look over any of the many courses we offer through this website), and we’ve distilled some of that knowledge into a free ebook we’ve called “10 Secrets of Effective Social Media Advertising for New Zealand Businesses“. It may not be not the snappiest title around, but it tells it like it is.

To grab your own free copy of this literary gem, just fill out the form below and we’ll email you with all the details.

Download our Secrets of Effective Social Media Advertising Report

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Then check your inbox for details of the free report.

Are Your Social Media Posts Effective — or Boring?

Are you creating effective social media posts — or does your content simply bore your readers?

It’s all too common for businesses to prattle on and on (and on) about their products or services, leaving their followers yawning, moving on or, worst of all, unfollowing the tedious chatter.

The truth is, no-one wants to hear much about your products/services, unless you:

  • are launching something new and amazing
  • have a special offer to make; or
  • are sharing some special insights or behind the scenes info that’s new and different and exciting

This graphic shows you what you should be talking about in social media: the content sweet spot, which represents the intersection of your expertise with your fans’ interests.

So, for example, when Annabel Langbein posts about baking morning tea for the volunteers of the Hawea Volunteer Fire Brigade, she’s posting interesting content that aligns with the interests and values of her middle-New-Zealand followers, and consequently attracts 6,700 video views, 326 reactions, 17 comments and 27 shares in less than a day.

Similarly, when Eco-Wanaka Adventures posts stunning pictures of the wildlife and landscapes of the Wanaka region, such posts are totally on target and resonate with the company’s devoted followers.

So what should YOU post about, if your products are rather more mundane?

Here are some suggestions from Grammarly, which shares some of the most effective content styles to bring to Social Media:

Find the one that most aligns with your brand voice, and discover the emotions you can inspire.

Content Style #1: The Cool Curator

We all have that one friend who’s always in the know—the early adopter of new apps and the person we turn to when we need fresh music recommendations. Everyone wants to hang out with her. We want what she’s got.

The types of things your team will post:

  • Behind-the-scenes and in-the-know details
  • Artist or guest speaker sneak peeks
  • Breaking industry news

The emotion you’re going for:

  • Excitement, novelty

Content Style #2: The Trusted Advisor

When you need advice, you know that this person has done his research, weighed the pros and cons, and possesses innate wisdom. He’s your “expert” friend, and you trust him implicitly.

As a brand, this persona is a thought leader of its genre. If you’re a rock music festival, you’re the rock music festival. Or if you’re a yoga and mindfulness brand, you know how to prove your mettle.

The types of things you’ll post:

  • Insight on a theme, not just about your event or product
  • Friendly advice from well-known personalities
  • “Did you know?” tips

The emotion you’re going for:

  • Confidence & Credibility

Content Style #3: The Feel-Good Friend

Sometimes, we just want to hang out with someone goofy and low-pressure. This is our friend who sees the humor in every situation and is always up for fun just for the sake of it. If this is your persona, your posts will run the gamut from whimsical to humorous, and will typically use bright colours and short, quippy text.

The types of things you’ll post:

  • Colourful images
  • Whimsical captions
  • Funny GIFs
  • Cool memes
  • Inspirational quotes

The emotion you’re going for:

  • Happiness

 

Content Style #4: The Tempter

The tempter knows the best bars and most picturesque hiking locations. Whether a foodie, a travel inspirer, or a fashionista, his posts always make you want to splurge on something.

The types of things you’ll post:

  • Gorgeous, high-quality shots of refreshments and libations
  • Images and video of attendees enjoying themselves
  • First looks at new vendors

The emotion you’re going for:

  • Desire

 

Content Style #5: The Innovator

Your innovator friend is often a tech visionary or an artist. Whatever medium they belong to, one thing is always for sure—they do things their own way.

As a social media persona, the Innovator finds new ways to post and share content. Posts are eye-catching, with a certain spark that makes you want to know more.

The types of things you’ll post:

  • Images and video from new angles
  • Videos capturing unusual situations
  • Think pieces and articles

The emotion you’re going for:

  • Curiosity

 

Want to know more about effective social media posts?

We offer a number of courses which will help you to make your social media marketing more effective, including:

The Principles & Practice of Social Media Marketing
social-media-marketing-nz-online-training-course

This is a thirteen-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

For more details of the Social Media Marketing online course, please click here.

Facebook Accelerator Programme
Facebook-Accelerator-course

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
Complete Facebook Marketing course

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

Mastering Facebook Advertising

mastering-facebook-ads-online-training-course

This is a nine-part eCourse providing a comprehensive introduction to paid Facebook Advertising.

For more details of the Mastering Facebook Ads online training course, please click here.

How to Prepare an Effective Social Media Brief
Preparing an Effective Social Media Marketing Brief

Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.

instagram-for-nz-marketers

You’ll find out the details of this Instagram Marketing seven-part online training course by clicking here.