As shopping online becomes mainstream — more than half of New Zealand (58%) now buys products online, according to Nielsen Online — and now that social media is the place where most Kiwis spend a large amount of time online, there is a very real need for retailers and online sellers to learn how to make more effective use of Social Media Marketing to reach prospective buyers.
Here are a few of the reasons why NZ retailers and online sellers need to know more about Social Media Marketing:
- 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 buy something you sell?
- Through those sites, they talk about what they need to buy and they ask their friends for recommendations. Are you listening?
- They 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 (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.
To help meet the needs of Kiwi retailers and online sellers, we have developed a new online training course which blends together teachings from both our social media courses and our ecommerce courses.
We are delighted to introduce our newest online training course, Social Media Marketing for Retailers and Online Sellers.
Here’s what the new course covers:
Lesson One: Facebook
In Lesson One, we examine what really works on Facebook for retailers and online sellers. We spell out the characteristics of successful Facebook posts and identify 20 different posting formats that get noticed and get shared.
We look at:
- What you should talk about most of the time on Facebook (hint: it’s not endlessly flogging the products that you sell)
- The 10 most important factors that consumers look for when deciding whether or not to buy from you (and how you can improve each aspect)
- The four most important services you can provide that will have consumers recommending you to their friends
- What you need to know about the new Facebook Marketplace (before it gets swamped)
- What Facebook Remarketing is all about (and why it can almost miraculously improve your online sales)
Then we review the types of posts worth sharing, accompanied by a wide range of examples, including:
- Plenty of stories from local and international retailers who are using Facebook effectively
- The hotel chain that has twice as many people talking about it as the chain has followers
- The radio station that has truly mastered the art of Facebook
- Examples of posts that really tug at the heartstrings
- The Facebook page that had 247,756 Facebook likes but managed to get 775,600 people talking and 160,000 people sharing
- Practical posts that get people sharing
And many many more.
Lesson Two: Messaging — WhatsApp, Facebook Messenger, Snapchat, WeChat
Now that the mobile phone has become the dominant communications mechanism, more and more consumers are connecting with each other through one or more specialist messaging applications. Now the top four messaging apps attract more eyeballs than the top four social networking apps. So what are the implications of consumers’ move to what’s become known as “Dark Social”?
In Lesson Two, you’ll learn about:
- The leading messaging contenders
- how many people are using each app
- customer service and messaging: natural partners
- how retailers and other marketers are already using messaging services to advertise themselves to their audiences
- what chatbots are and how AI just might reinvent messaging and customer service (and why that’s a big deal — and a big opportunity — for you and other online sellers and retailers)
Lesson Three: 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”. we’re not quite there year, but 2019 isn’t very far away at all — and already online video is becoming dominant.
One of the reasons why video is so important for retailers and online sellers: after watching a video, 64% of users are more likely to buy a product online.
In this lesson, we discuss exactly what you need to know about online video (especially on Facebook, Instagram and YouTube), including:
- How much more likely people are to watch live video (compared to video which is not live)
- The dramatically-increased performance of Facebook video posts compared with photo posts
- The perceived benefits (and barriers) of live-streaming video and how live streaming is currently being used by businesses
- Success secrets of online video – including the exploding watermelon video that reached more than 10 million people
Along the way, we explore:
- 11 steps to creating an effective video content strategy
- Essential tips and techniques from the YouTube Creator Playbook
- Video marketing tips from the experts
- 30 practical tips to help you create the best live-streamed videos
- The surprising legal ramifications of live content streaming (what you don’t know could cost you bigtime)
Lesson Four: Instagram
Despite the newfound popularity of social video, images continue to be a vital part of the Social Web. In Lesson Four, find out what you need to know about Instagram, including:
- What we know about Kiwi Instagram users
- How leading brands are winning with this image-based network
- How to use Instagram to its full potential
- Smart visual content strategies
- What you should include in your Instagram profile
- Creative ideas for using Instagram for marketing
- The importance of hashtags (but how NOT to overuse them)
- Using Instagram for instant feedback (for better or for worse)
- How often you should post to Instagram (and what NOT to post)
- The vital intelligence you can gain, just by tracking Instagram usage
- Five tips for amazing visual content
Lesson Five: Social Media Advertising
As the social networks limit organic reach — the numbers of your followers who might see your social media posts just because they follow your page — organisations have turned to advertising to communicate their messages. In this lesson we examine how to make the most of your advertising options across various social media networks — and how to really take advantage of the enhanced targeting opportunities that social media provides.
We also explore:
- how to take best advantage of Carousel Ads, Lead Ads and other Facebook and Instagram options
- Facebook’s Canvas, full-screen mobile ad experience
- using Calls to Action more effectively
- how leading advertisers are using social media
- using your existing customer and prospect lists to develop custom audiences
Lesson Six: Pinterest
If your target audience is female, you really should include Pinterest as one of your social media marketing tools. Here’s how Pinterest describes itself:
Pinterest is a Virtual Pinboard. Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.
In this lesson, we explore:
- The latest local and international statistics
- How leading retailers and other marketers are using Pinterest
- Pinterest’s Business Pages
- Pinterest case studies, best practices and inspirational guides
- What you simply must know about Pinterest’s Secret Boards
- how you can make the most of rich pins on Pinterest
Lesson Seven: Google Plus
Google Plus is strategically important, even though it really isn’t much of a social network (and has, not unreasonably, been described as a ghost town). Still, that doesn’t mean you shouldn’t use it. In this lesson, we cover:
- Google Plus stats and demographics
- Why Google Plus is so important for SEO — and for your online credibility
- The implications of Google blending Google Plus with Google Shopping
- Why Google Plus matters more than ever for local businesses
- The controversial Google Plus sharing policies
Lesson Eight: Community Management and Influencer Marketing
Great! You have an enthusiastic following on your chosen social network. But how do you engage effectively with these followers? And how do you reach out to influencers — those who have significant communities of their own?
In Lesson Eight we explore strategies, techniques and best practice, including:
- taking full advantage of Facebook Groups
- Influencer marketing strategies that work
- the vital importance of customer service through social media
- tips and wisdom from leading community managers
- foibles and failures to avoid
- identifying and connecting with Kiwi influencers
Lesson Nine: Tools, Tips & Measurement
Finally, we take a look at the latest tools that will help you manage your social media needs effectively.
In Lesson Nine, you’ll learn:
- what you can and should measure as you use social media to market your products and services
- the top tools recommended by leading social media experts
- smart strategies for best engagement with your followers
- new social media trends to watch for
WHO WILL BENEFIT FROM THIS COURSE?
Every Kiwi business wanting to promote and sell stuff online. Social Media is now embedded in the fabric of the NZ Internet environment, and if you haven’t mastered Social Media your promotional options will be severely limited.
WHAT YOU WILL GAIN AS A RESULT OF THIS COURSE
After you’ve completed this course, you’ll receive a Certificate of Achievement. More importantly, however, you will have learned:
- what works in each of the key social media networks (and what doesn’t)
- how leading retailers and online sellers are achieving success in each medium
- step-by-step guides to new features that can greatly enhance the effectiveness of your efforts
- how to engage effectively with your prospects and customers — and their communities and influencers
- tips and techniques that others are using to achieve better results
- measurement tools to ensure you stay on top of your social media performance
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
This course has been created and is tutored by Michael Carney, the principal of Netmarketing Services Limited.
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 Services Limited.
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.
This course begins on Thursday 31 August, 2017.
This nine-part online training course is available for $597 +GST. However we offer an EARLY BIRD DISCOUNT of $100 +GST — pay just $497+GST for bookings received by the end of Thursday 24 August, 2017.
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 course, please pay by credit card through PayPal by clicking here:
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 Social Media Marketing for Retailers & Online Sellers online training course.
If you have any questions, or would like more information, please email us at [email protected]