Using Paid Media During the Coronavirus Pandemic

Using Paid Media During the Coronavirus Pandemic


Writing this from my home in Prairie Village (Kansas) rather than the emfluence office in the Crossroads (Kansas City, Missouri), I can only muse that the old saying “the only constant in life is change” seems like a huge understatement. COVID-19 has certainly upended all of our lives, especially those in the service, healthcare, & hospitality industries. I’m left to reflect on how this crisis is affecting the Paid Media landscape, not because it’s the most important aspect of our lives, but because sometimes it’s good to focus on what […]

Social Media Content Guide: What You Can (and Can’t) Say on Social

Social Media Content Guide: What You Can (and Can’t) Say on Social


As marketers, we are all aware that there are restrictions when it comes to the types of content you can post and advertise on social media. However, it’s important to note that different social media platforms have different advertising restrictions and guidelines. So before you start posting content across all of your social media platforms, it is important to be familiar with all of the platforms guidelines because what is acceptable on one platform may not be allowed on another. Let’s take a look at some of the most prominent […]

WhatsApp Rolls Out Catalogs for Small Business

WhatsApp Rolls Out Catalogs for Small Business


In November, Facebook rolled out a new way for SMBs to support local discovery and ecommerce in a tool you probably didn’t expect: WhatsApp.   Long known as a communication tool for your friends living overseas, WhatsApp has taken on a new face of late as users of the Facebook-owned app have taken to chatting with businesses as well. With the addition of the new tool, called Catalogs for Small Business, business owners can link their WhatsApp for Business account followers to photos and product information without having to share […]

Put a Pin in it: A Guide to Advertising with Pinterest

Put a Pin in it: A Guide to Advertising with Pinterest


Looking for your next social media advertising opportunity? You might be surprised at the power of Pinterest—and how you can leverage it to boost your brand.   Pinterest is the land of interest. It’s an online, visual paradise. Unlike social media platforms with visual support like Facebook and Twitter, Pinterest is a search engine relying on images and video to capture the attention of its over 300 million monthly users.     Who is doing all this searching, and what are they searching?   Pinterest was once thought to be […]

Social Video Is Growing Massively

Social Video Is Growing Massively


Video is king…. or at least queen. If you haven’t started incorporating videos into your social media strategy already, now may be a good time to start thinking about it more seriously. According to SocialMediaToday, video is the best performing digital content type. Which honestly shouldn’t come as a surprise to anyone at this point.   Let’s just quickly talk about how huge video content consumption is among consumers really quick.   78% of people watch online videos every week 55% watch online videos every day   Those are some […]

Tips for Facebook B2B Advertising for Beginners

Tips for Facebook B2B Advertising for Beginners


Let’s face it, you will not be the only skeptic reading this post.   Knowing that when it comes to multi-touch B2B marketing efforts – where some industries are faced with months-long sales cycles – finding your spot in a social platform designed for consumers may seem like a waste of media spend dollars.   But like a true marketer, you will continue reading to find out that social media is no longer a B2C-only playground and that it’s time for these business-to-consumer marketers to step aside and share the wealth with […]

What’s Not to Like: Measuring Social Media Success Beyond the Like

What’s Not to Like: Measuring Social Media Success Beyond the Like


If you’re basing your marketing successes on the number of likes your social posts receive, it’s long past time to rethink how you’re measuring success on social media.   In a recent update, a spokesperson from Facebook confirmed that the company is considering removing “Like” counts from posts on the social media platform. And Facebook isn’t the first—Instagram has been experimenting with a hidden Like count in seven countries (not yet in the U.S.) and even more recently, YouTube announced plans to phase out the exact number of public-facing subscribers […]

How to Integrate Your Email Marketing and Social Media Strategy

How to Integrate Your Email Marketing and Social Media Strategy


Email isn’t dead and it’s far from being dethroned as the most effective tactic for marketers. Despite social media being the newer, shinier tool for marketing, which may seem like the best way to build your brand awareness and capture new leads, convincing your social media followers to volunteer their email addresses is still the best way to own your audience.   How powerful would it be if both tools were integrated to work towards your overall marketing strategy? With both channels using different tactics, you can extend the reach […]

5 Steps for Handling Negative Reviews

5 Steps for Handling Negative Reviews


You’ve put together a solid review strategy to improve local SEO and build your online reputation, and now you’re seeing a few subpar reviews come in – don’t panic.   A few negative reviews are inevitable. According to research from TrustPilot, venting frustrations is among the top motivations for writing online reviews. People want to share a notably good or bad experience to feel empowered or help others make a better buying decision. Instead of feeling disappointment or frustration when a negative review comes in, try to see value in […]

Convincing Customers to Switch Banks with Digital Marketing

Convincing Customers to Switch Banks with Digital Marketing


Switching Banks is Hard. Luckily, it’s not impossible.   Switching. Banks. Is. Hard. Like – getting-a-toddler-to-sit-still, opening-a-pickle-jar-on-your-91st-birthday, changing-political-views-on-social-media hard. Yet as financial institutions, we all want to achieve that brass ring, to become their primary financial institution – with all the loan and share balances that come with that relationship.   So let’s take the hard and make it eas…OK. OK. Let’s take the hard and make it less hard.   It’s gonna take more than a banner ad Helping a potential customer switch to your place won’t happen with […]

No Industry Is Too Boring for Social Media: How to Get Innovative with Content

No Industry Is Too Boring for Social Media: How to Get Innovative with Content


There are certainly some industries ripe to produce the razzle dazzle social media content that we love to see in our newsfeeds—the beautiful models, game-winning statistics, new movie releases, breaking news headlines. While you might think the inspiration for content may come easier in a fast-paced, highly visible, large corporation or adorable, mission-based nonprofit, it doesn’t mean social media can’t be an effective player in your marketing line-up.   Let me start off by saying “boring” is a completely subjective judgement. There is no such business that will appeal to […]

Social Media Strategy for Multiple Location Businesses

Social Media Strategy for Multiple Location Businesses


The digital landscape for how you market your business and connect with customers at a local level is extremely important. As more local businesses create a stronger presence leveraging local search, reviews, and social media connections, it can become a more challenging task for businesses with multiple locations to manage. In order to compete with smaller businesses in all of your locations, you will need to create a concentrated and efficient local social media strategy.     Why is Localized Social Marketing So Important for Multi-Location Brands? In their latest […]

How to Turn Students into Influencers: A Higher Education Marketing Story

How to Turn Students into Influencers: A Higher Education Marketing Story


If you work in higher education marketing and your job requires any of the following: new student recruitment current student interactions graduate student communications   Then I am writing this blog post just for you (but wait – if you don’t work in higher education and your job doesn’t require any of the above, you’ll probably still get some great ideas from the rest of this blog. Stick around!).   We’re about to dive into the world of influencer marketing and how you can integrate this tactic into your own […]

Five Social Media Tactics to Try in 2019

Five Social Media Tactics to Try in 2019


What’s now, new and next in social media for marketers?   In the ever-evolving world of social media – from platforms to platform enhancements – the landscape is looking great for marketers in 2019. Let’s consider five new social media tactics to try in 2019.   Tune and Improve Your Facebook Ad Targeting Ad targeting via Facebook got a great upgrade this year with the introduction of household income by U.S. ZIP code. In simple terms, this means for any given zip code, there’s an average income per household marketers […]

How to Use LinkedIn Sponsored InMail in Your Next Campaign

How to Use LinkedIn Sponsored InMail in Your Next Campaign


Don’t have email addresses for everyone on your marketing list? Try adding LinkedIn Sponsored InMail as a touchpoint to your next campaign. How Does LinkedIn Sponsored InMail Work? Sponsored InMail offers a great way to digitally reach prospects outside of the email inbox. Sponsored InMail delivers a message you create—much like a standard LinkedIn message—to the LinkedIn inbox of your selection or your targeting. It’s like sending an email to someone, except you don’t have to have that person’s email address for the message to reach them. Setting Goals for […]

The New Look of LinkedIn Groups

The New Look of LinkedIn Groups


LinkedIn has completely overhauled their LinkedIn Group’s experience, and I have to say that I am loving it. Back in February, LinkedIn completely scrapped their standalone Groups app, in an effort to reintegrate it back into the core user experience of the platform.   Last month LinkedIn introduced their new and improved Groups experience and here is what you can expect to see, according to LinkedIn group director of product Mitali Pattnaik: Enhanced group participation Group activity notifications Access anytime, anywhere   Check out all of the exciting details that […]

Thinking Through B2B Ecommerce Social Media Strategy

Thinking Through B2B Ecommerce Social Media Strategy


In a previous blog post, I talked about how to build a social media strategy for ecommerce sales, however my main focus in that post was only on B2C brands. So today, I want to solely turn my attention to B2B ecommerce and why it is just as important for them to have a well thought out social media strategy to help drive brand awareness and increase their B2B ecommerce sales.   First, let’s start by saying that ecommerce is not limited to B2C. If you’re in B2B and you […]

How Visual Content Can Play a Role in your Marketing Strategy

How Visual Content Can Play a Role in your Marketing Strategy


Looking for ways to add visual content to your social messages and email campaigns? It’s easy to ❤ the personality emojis and gifs can bring to your brand, but they aren’t meant for everyone…or every situation.   Before you turn yourself into a marketing unicorn, read our tips on incorporating visual content into your messaging—without overwhelming your audience.   Here’s how:   🦄Understand Your Audience This is probably the #1 rule to remember when it comes to using visual content in your everyday marketing strategy. Understanding your audience should help […]

How to Build a Social Media Calendar for the Academic Year

How to Build a Social Media Calendar for the Academic Year


Summer vacation is almost here, but don’t swap your shoes for flipflops just yet. For marketers in higher education, this is the perfect time to map out your social media calendar for the academic year.   Social media is a key component of a good content marketing plan, and like any plan, you should start your social media calendar for the academic year with goals and KPIs. Here’s how:   Social Media Marketing Goals Content marketing is most successful when you understand what you hope to achieve. Setting goals (examples […]

When Social Media Meets ecommerce

When Social Media Meets ecommerce


Understanding the relationship between ecommerce and social media is essential when it comes to building your brand, connecting with your target audience, and launching a social media strategy for ecommerce sales. As digital marketers, it is our jobs to stay on top of the latest best practices and industry trends. But let’s be honest, there is not enough time in the day to keep up with the ever-changing world of digital marketing. Which is why I’m here to help you out!   How to Build a Social Media Strategy for […]

5 Upcoming, Can’t Miss Holidays for Your Marketing Calendar

5 Upcoming, Can’t Miss Holidays for Your Marketing Calendar


I live for random holidays. Not only as a consumer, but also from a marketer standpoint. Who knew there was a National Cotton Candy Day? If you didn’t, it’s today. December 7th – you now have a valid justification to go find that sugary fluff that we classify as candy…you’re welcome.   While we have survived Black Friday, Cyber Monday and Giving Tuesday, the popular shopping days don’t stop there. I’ve found a few more that you may be able to add into your Holiday Marketing Plan: Dec. 15th Free […]

What to Watch for in the New Facebook Watch

What to Watch for in the New Facebook Watch


In August, Facebook became the latest big name to jump into the original video content category with its new Watch tab. Content, which is produced for Facebook by partners, earns Facebook 45% of ad break revenue (partners get to keep the additional 55%). It’s a move designed to keep more eyeballs on Facebook for longer, which is to say more data—and opportunities—to sell to advertisers. We asked Jr. Account Coordinator Jesse Eiskina to share her rundown of the new feature and what marketers should expect.   If you haven’t noticed […]

5 Ways to Put Your User Reviews to Work

5 Ways to Put Your User Reviews to Work


Welcome to the age of the influencer, where consumers trust online reviews as much as a personal recommendation. For marketers, that means what those reviews say—and what we do with them—has as much to do with our marketing strategy as it does with our customer service record.   According to the most recent BrightLocal Consumer Review Survey, 74% of consumers say that positive reviews help them trust a business more, and nearly 54% of people will visit that company’s website after reading those positive reviews (how’s that for inbound?). Consumers […]

Do Social Media Platforms Really Punish Your Organic Reach for Posting from a Third-Party Tool?

Do Social Media Platforms Really Punish Your Organic Reach for Posting from a Third-Party Tool?


I set out to answer an age-old social media question with this blog post: is there any truth to the claim that social media platforms (particularly Facebook) punish brands for posting content from a third-party tool?   I had a plan to answer this question very simply, and it was a question I wanted to clarify for all of us using marketing automation platforms to post content to social. I wanted to state that prior to 2011, the claim that Facebook favored content directly posted to Facebook was true. That […]

Is There Really a Big Difference Between B2B and B2C Social Media Strategy?

Is There Really a Big Difference Between B2B and B2C Social Media Strategy?


  Facebook is for B2C and LinkedIn is for B2B—end of story, right?   Well, not exactly.   Social media marketing has a complicated history with digital marketers. We’ve been working under a series of assumptions about what we should do and where we fit, depending on our B2B or B2C label. We began to believe that B2B marketers should dump all of their resources into LinkedIn. We demanded that B2C marketers live exclusively on Facebook and Instagram. We flooded feeds with clever puns and pretty pictures, and we forgot […]

Anything You Can Do, Digital Can Do Better | Radio Edition

Anything You Can Do, Digital Can Do Better | Radio Edition


So, You Decided to Run Terrestrial Radio Ads… Why: You wanted to achieve mass reach, with a low CPM, to reach a captive audience. You know your target demo is there, and 93% of U.S. adults still listen to AM/FM radio each week! It’s a no-brainer, right? Right? Radio listening is quite literally “wireless”. There is no meter to measure actual usage. There are no tickets sold, there are no circulations audited. There is no quantifiable “click-through” to point back to. The ratings systems of Nielson, Arbitron and holding companies […]

The 2017 Digital Trends Forecast

The 2017 Digital Trends Forecast


It’s never too early to start forecasting what’s going to be ‘the next big thing’ in the digital marketing and tech landscape in 2017. emfluence has compiled trends and expectations from across our agency team members to bring you an array of predictions for what to look for, and more importantly plan for in 2017. The boldest prediction of all? 60% of the time our predictions are right, every time.

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