Tag: social media.

There’s no denying it, marketers are diving into digital advertising – the deep end of digital advertising.

Recent surveys of business owners and ad buyers spanning multiple industries show that everyone is swimming away from traditional media like print, radio, and TV into the streaming current of digital channels.

First Time for Everything

According to eMarketer.com, digital advertising accounts for 54% of ad budgets. That’s nearly $130 billion in the United States alone. That figure is expected to grow to 67% by 2023.

Notably, this marks the first time marketers are spending more on digital advertising than traditional options. Take a look at the figures:

digital ad spend

Search and Social Sharks

While print and radio were the first to feel the drowning effects of digital, television is also getting swept up by the growing digital tide. Even Google and Facebook are watching their backs as reports indicate Amazon is swimming into their territory with rapid speed.

Clikz Marketing Technology Transformation and Marin Software took a deeper dive into the specific digital advertising channels used; which shows paid search and paid social accounting for nearly 60% of advertising spending.

Paid digital media

Source: Marin Software

Catch and Ride the Wave with Video

As marketers dive into digital advertising and ride digital tidal wave, video will be their best surfboard.

Emarketer.com shares that video will continue to drive the growth of digital advertising spending, particularly in social media and through the use of Over-The-Top (OTT) platforms like Hulu and Roku.

A Forbes.com article shared a report by the Interactive Advertising Bureau indicated that 41% of United States consumers over the age of 13 watch online and streaming videos daily.

The report also shared that 75% of digital video viewers are willing to watch advertising in exchange for content. Not only will they watch the ad, online viewers pay more attention to video messages and prefer to learn about new products through video.

Impact Learning Center and Wyzowl also provide compelling digital video statistics:

  • 70% of consumers say that they have shared a brand’s video
  • 72% of businesses say video has improved their conversion rate
  • 52% of consumers say that watching product videos makes them more confident in online purchase decisions

The Sea Still Needs Stories

As marketers are swimming in the deep end of digital advertising ocean, it may be comforting to know they all have a familiar lifeboat.

Good storytelling remains at the heart of any campaign. Without it, consumers won’t get on board with a product or brand, no matter how often they see it on their channel of choice.

Finally, if marketers stick with good stories and surf all channels with video, they can ride the wave of digital marketing to success.

Thinking of diving into digital advertising? Need help with your story or social media? Give Poole Communications a call. We can help provide strategies and tips to get the most from your digital advertising. 800-900-3635

© 2019 Poole Communications

Engage in more meaningful conversations

The back and forth between a business and customer on social media can sometimes feel like the old school method of passing notes in a classroom. Do you like our new spring clothing line? Check yes or no. If you like it, please share it with Susie in the next row. Of course, it’s important to get likes and shares on social media, but savvy business owners might want to seek something more than a classroom crush.

To build a lasting relationship with a customer you need to engage in more meaningful conversations. In dating terms, you need to put a ring on it. Take the time to engage with your audience on social media. Pay attention to what they need, when they need it, and why.

Here are a few tips to move your social media engagement to the next level:

Create polls to obtain information from customers
Rank their favorite product.
Rank the various ways they use the product.
Vote for the time of day/year they use the product most.
Rank why they use the product – give three options and an open comment box.

Run contests to learn how customers interact with your product

and provide a discount or valuable item to the winner.
Most creative or best photo/video of customers using the product.
The best success story of how a service helped them.
Most loyal or longest-standing customer.

Research your ambassadors

All businesses will have loyal customers who consistently like, share, and comment on your platforms. So, thank them for sharing, give them a head’s up on sales and offer advice on making the most of the product. Then, take a few minutes to look at their personal pages to get more of a feel for their lifestyle, needs, and friends.

Be responsive

If someone sends a message or posts a comment, respond as fast as possible. Because many customers view social media the same as an in-person encounter, treat social interactions in the same way.

Ask questions

Pose open-ended questions about your product or service on social accounts. What do you like best about our business? What do we not offer that you would use?

These tips will have you well on your way to walking down the social aisle with customers. Still, you should be ready for those members of the congregation who just can’t seem to hold their peace. View negative comments as opportunities rather than irritants to be ignored. Everyone sees the negative comments and a lot may ride on how and if you choose to react.

Steps to keep the peace:

1. Thank them for the comment, acknowledge the issue, and apologize.
2. Ask what you can do to make it right.
3. Offer what you can to make it right, plus a little extra.
4. If you cannot make it right, tell them how you will work to make it better in the future.

However, there may be cases when a courteous approach isn’t effective. For those situations, a general statement acknowledging the issue and an offer to resolve it offline with an email or phone call may be a good compromise.

Finally, like any relationship, staying engaged takes time and effort and a willingness to learn from the good and bad comments.

When businesses create a social media page, they may believe the hard part is over. Actually, it is just beginning. Once a social media page is created, the real work of increasing social media engagement begins.

Use Images
One thing we have learned over and over again at Poole Communications is that social media users like images. A post containing a photo or image will be seen by more users than one that does not. Post a video to your Facebook or Twitter page, and you may be surprised to see how many more people respond to your post. We are becoming a visual society. A picture or video is always more likely to catch the eye than just a text. Free picture sharing sites such as Pixabay and Pexels make it easy to find stock photos to make your posts appealing to the eye.

Live Video
Live video is another way to rapidly increase social media engagement. We would strongly caution businesses to be prepared when doing live video though. Once you say something “live” it is out there, and there is no taking it back. Live video definitely has its advantages though; it gives you an instantaneous connection to your social media followers. You can answer their questions and engage with them. Special events, a product unveiling, or a new food item are all reasons to try a live video. The effects may be far reaching and last longer than just the minute or two your video goes live.

Get Personal
Another way of increasing social media engagement is to personalize your business page. Give a virtual tour of your office. Introduce your employees using their pictures a short description of their educational background and job duties. Celebrate work anniversaries with a post. Introduce a new product by having an employee showing its uses in a video. Social media is about being “social.” People do still want to feel connected to other people. Introducing your staff adds a personal touch to your social media pages. We have learned from our own experience it also leads to much higher engagement.

Remember Reviews
Reviews are another way to see your engagement improve on your social media pages. Ask past customers to share their opinions. Invite them to review your business and their experience. This will allow potential customers to learn more about you through the experience of others.

Ask Questions
We have seen an increase of engagement on company pages when a product or gift card is given away. Who doesn’t like free things? If there is information you want to elicit from your social media followers, think about a question that is pertinent to your business when you conduct the giveaway. For example, a restaurant may ask followers what their favorite dish is. This helps them to see what is popular and what new dishes they may want to introduce. While your engagement increases, so will your knowledge base.

Don’t forget there is also power in likes and comments. To see engagement increase, businesses must be involved. Like comments made on your page. Comment back to a potential customer when they ask a question about a product. This is vital to keeping up your engagement and increasing your brand awareness.

1. Know Your Audience

– What time they check Facebook, what content they’re interested in.
– Target those specific people who ‘liked’ your page.

Knowing your audience will help your business tremendously down the road. It’s not enough to have a great product these days. You need to find those people who are your target audience and know what they want to see, their interests, likes and dislikes.

2. Engage with Your Audience
– Make posts specifically to your target group.

Once you’ve figured out their likes and dislikes, it’s time to put your knowledge to work.
Think about it – a follower is more likely to like or share a post if it is relevant to them or if they find it to be something they can stand behind.

3. Provide Great Customer Service

Once you have figured out your target market and how to get their attention, you need to keep it! Keep up on your social media; it shouldn’t be on autopilot for too long. Notice when someone comments on a post of yours or better yet, shares your post. Respond to your audience; people like to know that who they’re following is responsive and actually cares about them.

In short, nobody likes to be ignored. If people comment on your post or have questions, acknowledge them! It’s easy to become automated with managing your Facebook, but don’t forget that Customer Satisfaction still rules and will go further than any boosted post ever will.

4. Customization
You can schedule when your FB status is posted weeks and months in advance, specifically to better fit your customers’ schedules. When you go to make a status update there is a drop down box next to the “Post” button that gives you an option to schedule your posting. Use this free trick to optimize your social media!

5. Boost
You can also use the “Boost” button, which places your posts higher in the News Feed, so there’s a better chance your audience will see them. Although there is a charge to boost, but you can choose your own budget. The more you put towards your budget, the higher your boost.

Stay focused and use Facebook’s free platform to your advantage!

The business world is changing. Ten years ago, you would have never understood “sharing your contacts on the cloud.” Two years ago Newsweek stopped all printed publications. Take a look around you. It’s time to move your company forward.

Last week I spent three days learning about new trends in internet marketing.  I’d like to share a few ideas with you that can help grow your business:

  1. Grow your e-mail list.  Take a look at how many emails you have right now and set a much higher goal. This is one of the very fastest and best ways to communicate with existing and potential customers. This alone will help increase your business. Then communicate with your customers on a regular basis… which leads to:
  2. Send an e-newsletter regularly. Keep it simple and benefit oriented. Fill it with tools and information your customers can use. The key is to send it on a regular basis. If you’re busy start out quarterly. Get a handle on it and move it to once a month. You can send twice a month if the content is good. I would not send much more frequently than that.
  3. Please tell me you have a website. If not, stop reading and go start working on it right now. It’s that important. Take all of your old yellow page budget and pour it into your website. Then I challenge you to use video on your website. It’s not hard – grab your cell phone, shoot some video and post it on YouTube then link it to your site. It doesn’t have to be perfect – it just has to be beneficial to your customer.
  4. Build a business Facebook page and promote it. Most of the people in the developed world are on Facebook. It’s time you figured out how to use it for business too. Then when people LIKE your page, go to their page and thank them. Saying “thank you” never goes out of style. Take time every chance you get to thank each and every customer.

Thank YOU for reading my post and stay tuned for more growing your business ideas.

Sally Poole

Check out our Facebook videos to see Sally’s Secret Ninja Facebook trick! Find it here.

Social media can be intimidating – especially as a small business owner with limited time. We’ve put together a series of steps – a recipe – to get you started! Let’s get cooking!

Strategies are the bread and butter of a social media campaign. How do you develop one? Start with your target audience.

  • Interview your current & potential customers. Find out their age, gender, interests, profession, etc.
  • After defining the audience, develop your message. What are key problems and concerns of your ideal audience that you can address in your message?
  • Based on your target audience, develop the key marketing message you want to communicate.
  • Find out which social networks your target audience is using and start there.


  • Coordinate your message on all your marketing outlets. You want your message to be consistent.
  • Pushing people to your website is beneficial. It allows you to display your message on your website and push people from various outlets to one place. It also helps to automate coordination of your message – saving you time!

Start using social media – but start small and build.

  • Limit your time. Spend 15-30 minutes per day on social media for your business. Schedule this time so you don’t forget – set reminders on your phone or calendar. This will help you incorporate social media into your daily schedule so it doesn’t get neglected.
  • Choose 1-2 outlets to get started. Don’t pressure yourself to be on EVERY outlet. That’s why in step one we found the outlets best suited for your target audience. Start with those, and then eventually you can expand – when you feel you’re ready.
  • Create a content calendar (here’s a free example!) to manage your posts and plan ahead. These calendars make social media easier to manage. But, be careful, over automating can be bad – spontaneity is vital to your success. So use content calendars wisely.

Listen to your followers. Comment and respond – even to negative, especially to negative, feedback. Be relatable. This helps build relationships – which is the essence of social media. Share others posts. Just like you communicate with people on your personal page – communicate with them via your business page (just keep it tasteful and professional – remember this creates an image for your business!).

Track and analyze your posts. Experiment with different times and days to find the best time to post that will elicit responses from your customers. Find out what types of content get the best results. Social media is constantly evolving, so your content should be too!


  • Be authentic. Just relax and be yourself. Be personable. Try to avoid sounding like a textbook – people want to connect with a PERSON not a book. If technical jargon is imperative to your post – explain what it means in a non-condescending way.
  • Enjoy yourself! Remember you’re competing with real world activities! You’re competing with puppies and babies! Think about how you can phrase and post things so that they are compelling.
  • Be visual. Use pictures, graphics and video. They draw a much higher response than text only posts.
  • Positivity is always best. But, negativity is better than neutrality. Being neutral is boring, and boring posts will lead to failure.
  • Don’t forget a call to action. Tell your followers what you want them to do. Your response will almost always be higher.

Comment below with comments or questions! Please, share our posts with anyone you think would find it helpful!

We’re so excited for the opportunity to present a workshop at the Poplar Bluff Chamber of Commerce on May 29! The topic up for discussion is how to Make the Most of Social Media.

We know that Social Media can be a real headache. Especially for business owners who need to focus on business, but know that social media can be an integral part of business growth.

This workshop will give you the information you need to effectively manage your social media without eating up your time. You’ll learn how to use social media more effectively, best practices in social media and how to make it manageable. Plus, we’ll talk about content management, how to determine which networks and platforms are most beneficial for you, and when it’s time to hire someone to help you out.

The workshop will be from 10 a.m. to noon on May 29, at the Poplar Bluff Chamber of Commerce.

Fish Where the Fish Are

Spend your advertising dollars where the market is. The same concept can apply to social media. Use the platform the reaches your specific audience! If you’re customers aren’t using Twitter, but ARE using Facebook, put your time and effort there!

Also, browse our blog for more great marketing tips!

Do you want more tips?

Comment below and let us know what topics are really giving you troubles, or topics you’d just like to know more about!

The New Customer

When the Internet became a household tool a lot of things changed. When landlines and desktops turned into cell phones and tablets, even more things changed. It’s hard to measure exactly how much our lives have changed through technology, but our personal lives aren’t the only thing that changed – so did the customer.

Customers today are very different from what they used to be and that means the way businesses market to and connect with customers must evolve to keep up.

Let’s look at four characteristics of new customers and how you can adapt your strategies to suit them.

Customers know more than you do.
Customers today have access to virtually all the information they need before you know if they are even interested. They’re armed with greater information and influence than ever before. They use technology to make their decisions and influence the buying patterns of others making them feel empowered and knowledgeable. They may know as much or more about your product and your competitor’s product than you do. Be ready for them.

Customers are social.
“If you make your customer happy they will tell someone; if you make them unhappy they will tell 10 people.”

This adage describes the practice of word-of-mouth. Online platforms have transformed word-of-mouth into what is called “user generated content” or UGC. When customers post online about their experiences, questions, praise or condemnation of products, services and general behavior in the marketplace, it’s like word-of-mouth on steroids. Be a positive social information generator.

Customers make their experiences and opinions about businesses and their products/services known to millions. They are blogging and posting about it on Facebook and Twitter. And not only are they telling their own experiences, they are reading everyone else’s. Referrals and recommendation are coming from anyone but you (unless you have testimonials – which we’ll talk about later.) Which leads us to…

Customers tell you what they want.
Customers today tell you how to interact with them, and when and why they will or will not do business with you. This is directly connected to the previous point. They are posting on blogs and social networks telling not only what they think, but they are telling you what they want. Listen carefully.

Customers judge books by their cover.
Customers are influenced by who they believe that you are before they consider your products and services. Customers care about what your brand stands for as much as they care about what you offer. Consumers have the power to shape what you stand for if you don’t do it for them. Share your “why?”

How to adapt:

  1. Anticipate that customers are already well informed and be prepared to answer any questions they have, truthfully.
  2. Make social media a substantial part of your marketing strategy. Be flexible. Consider why customers share, when they share and how you can facilitate the process.
  3. Track and respond to UGC. Make it easy for customers to share their experiences.
    Don’t shy away from it. Testimonials are vital today. Written testimonials are great and give customers information they want. Video testimonials are even greater. 80% of Internet users recall watching a video ad on a website in the past 30 days – of that 80%, 46% took action after viewing the video! (Online Publishers Association)
  4. Keep yourself and your employees up to date on the social landscape. Understand how social media works and why it’s so important to your customers.
  5. Invest time, energy and money into adapting to the continually changing social landscape.
  6. Decide what it is you want to be known for and allow that message to saturate everything you do and say. Share your personal story of “why” you do what you do.

Stay on top of your game, adapt to the customers wants and needs and the avenues by which the obtain information and your business will grow hand in hand with your customers.