You have reached the right place. Want to take your brand or business idea online, here are all your questions answered.
Before we begin, first let us familiarize with some terms and key points.
- Digital Assistant – A person who can advise you on phone call on how to navigate your way out through a difficult situation on social media or any software or app or even hardware like laptop and smartphone. Very difficult to find, but if you get hold of one, never let go. Beware of fakes!
- Dedicated Accounts Manager – Someone who takes care of your digital accounts. Also posts content on your behalf. In case of big brands and public figures, there is a team who manages social media accounts.
- SEO – Search Engine Optimization is a process of inserting information in your articles so that it is picked up by the search engine crawlers and interpreted properly. As per rules, it is for websites and blogs.
- SMO – Social Media Optimization is the process of preparing your content for maximum visibility and engagement on social media. Compared to SEO, there is more visual effort here than bits of codes.
- Digital Marketing – Strictly going by the definition, Digital Marketing is the procedure of using tools provided by a platform or portal to boost views, likes and engagement. Websites have Google Ads which gets you more visitors to your website. Facebook allows you to boost a post or event and get more likes on your page. Instagram has tools to boost post. But over the years the term Digital Marketing has begun to cover everything related to social media and websites.
- Organic – When content is promoted without using any of the paid tools it is called organic reach. Properly curated content is the bedrock of organic success.
- Blogger – This term is loosely used these days by anyone who is posting content. Traditionally, blogger is a person who generates content for a website or blog.
- Instagrammer & YouTuber – People who post specifically on that platform or social network. Apps like TikTok have created TikTok superstars and Instagram created influencers. Many of these influencers give confusing and misleading tips on digital marketing.
- Content Curator – A person who can be hired to write content for website or social media.
Start with the right questions
During the planning stage there are some decisions required to be made. Keep options flexible so that a change of course should not cost much.
Organic or Paid approach
After investing in brand and business there is marketing strategy and budget already in place. Are you willing to invest in digital marketing. Paid promotion works for big brands and cost them less than one tenth of their TV ads budget. The risk for small brands here is that paid promotions may end up with fake views and likes. Main reason for this is complexity of the tools on social media. Social media gives a phenomenal reach once you have picked up the skill of how to use paid promotion to target the right business inquiries and customers.
A organic approach is strongly suggested right from the beginning. Connect with customers and keep them engaged with updates and announcements.
Self help or assisted journey
Brand owners rarely have time for social media. Which is why they are always on the look out for digital marketing partners who can takeover their social media accounts. It is we strongly recommended that entrepreneurs learn the nuances of social media and website content management. Keep a guide or mentor at hand but please find a genuine one!
Only digital presence or customer engagement
The nature of many business is such that customer engagement is mostly in person or one a voice call. Other times, it may be shear paucity of time. In such cases an online presence only approach can be taken by brand owners. This approach is not recommended except in a desperate situation. Doesn’t matter if it is not daily, but keep posting content and engaging present and future customers.
Need for a website
The popularity and reach of social media has pushed website to the background. It is possible to have an online presence without the need for a website. Maintaining a website needs tech support and long term financial commitment. Website does give a boost to credentials of a brand.
Option 1 – Basic approach going online
Facebook is the largest social media network. Facebook page over the years has been fine tuned to provide the perfect space for your brand. Brand details, contact options, location details, reviews & testimonials and shopping space. Just having a Facebook page is enough to give a strong online presence. Insights and promotional tools are also easy to use on FB business page.
WhatsApp for Business gives a business profile, product catalog, website & email link, away messages, auto replies and much more. WhatsApp status has converted this messenger to a social media platform. Keep saving necessary phone contacts and update broadcast lists accordingly.
How to create basic content
Smartphone apps have eased content creation to a large extent. Smartphone cameras have replaced DSLR setups. Search engines and social media today give more preference to candid pictures clicked from mobile cameras compared to those with professional cameras. A good smartphone rig and right apps will create professional quality content.
- Smartphone Gimbal with external Mic for recording stable videos.
- Canva is a powerful app which helps create posters, advertisements, flyers and animated ads both on mobile as well as computer.
- Filmigo is video editing app with lots of advanced features like slideshow, voice-over, subtitles and amazing creative effects.
- Snapseed is the complete photo-editing app with advanced features and created by Google!
- PicsArt is another photo editing app with powerful text editing features. You can correct spelling mistakes on posters!
Option 2 – Measured approach going online
Optimal coverage of social media is essential to maximize reach. Hence a few more options can be considered to hit the sweet spot.
Facebook Page + Instagram Business Account
While FB Page is for public figures and brands, Instagram has a personal, creator and business account. Instagram linked up with FB Page will reult in any content posted on Instagram getting automatically posted to Facebook Page. Plus Instagram business accounts are directly managed by brand owners.
Consider the following basic points
- Fill up all the information on both platforms
- Regular posts on products and service
- Make use of stories on Facebook and Instagram to make content visible
- Get address marked on maps
- Pay attention to reviews and testimonials
Google My Business – not to be missed
Google Plus was a big setback for Google trying capture a piece of social media space. Past couple of years, Google is quietly converting Google Maps into a social media powerhouse. Map location has ratings, product updates, catalog, contact options like phone call and messenger, photo gallery and lists. Users can explore nearby places. Google Maps now has the power to change your decision even if you are enroute.
Google My Business is a smartphone app which enables you to take ownership of business location on Google Maps. It helps you to post content and manage reviews. There is a large amount of information to be filled up on Google Maps. Make sure you don’t miss out any. There is a verification system for confirming location where Google sends a postcard to the postal address of your business.
Final word
FB Page + Instagram Business Account, Google My Business & WhatsApp messenger is a suitable set of options for entrepreneurs who do not want to focus too much of efforts on social media. Along with tools to create content, any brand owner is basically on the fast track for customer engagement.
Option 3 – Do consider a Website
Setting up a website means that you need a domain name and hosting package. All hosting companies offer a 50% discount for the first purchase. So go for the max duration. Hosting providers have a single WordPress website package suitable for most business.
- All website technologies today is dynamic. Web 2.0 means visitors can interact with the website. Technically your website may have the capability of Web 2.0 but you need not use it. (Explained in detail in another article)
- Unless you are planning a web platform, there is no need to look beyond WordPress.
- Looking for an ‘information only website’ means you are better off with a single page website.
- Google loves regular updates. So keep writing those articles, at least once a month.
- For planning content on your website you can hire a content writer and for updating your website you can hire a WordPress expert.
- Choose a digital assistant and long term maintenance plan for your website.
Other benefits of Website – Business Email
Imagine the difference and impact of having an email ID read like this – amitkumarmike1889@gmail.com or mail@thegreenbox.com. A professional business mail comes free with any hosting package. It gives a stunning impact on your business card. Another way to get a professional email address for you and you employees is to use a service like Gmail. They get you a custom mail domain without having to maintain a website.
Option 4 – Aggressive approach going online
Once you have the FB Page + Instagram and Google Maps combo ready and running in full swing, you can plan your next move. A content plan is one of the first things you have to pay attention to. What exactly are you going to post on these platforms. Within the hundreds of thoughts and directions in your mind, just focus on one. What are you going to target your potential customers with? Aggressive posting of content and online interaction is the next step. This approach is designed to maximize reach using social media.
Content planning and Content marketing
Content strategy will go a long way to establish a strong brand presence. Content will be picked up up Google, other search engines, social media and your followers. Pickup an idea or product update and spin an interesting story around it. While posting keep in mind the tricks needed to reach the right audience.
Let us take the example of a home baker. She has planned for two articles every month, one will be recipe and other will be a baking tip or idea. Recipe will come up in the form of an article on the website. Pictures or videos will go on various social media accounts. A preview of the video can be posted as a pre announcement of the main article to come up. An article link can be shared on WhatsApp and Facebook and status. Make sure that links are clickable.
Pictures of cakes baked for clients, baking classes, customer testimonials and so on can be posted as content as and when they come up.
Both content planning and content marketing requires technical knowledge of the social media platform, WordPress as well as SEO and SMO.
Lead generation and Customer engagement
Lead generation is hunting out or looking for new customers. To retain existing customers, you have to go in for repeat orders. Some key points.
- Join Business Networking Groups, both offline as well as online.
- Use Facebook and Instagram to reach out to your past as well as present clients.
- Ask existing customers to put in a reference to their friends.
- Follow up on any inquiry on social media.
- Make sure to wish people on occasions.
Option 5 – Expand your reach
Twitter is a social networking app which uses short messages for engagement. Twitter is used by celebrities, politicians, public figures, government agencies and bloggers. Government Departments use Twitter to co-ordinate rescue efforts. Twitter mentions reach the concerned persons almost immediately. Part of the social media etiquette is response and Twitter platform is where the best response is given by everyone. Website articles links can be shared on tweets which is an added advantage to webmasters and bloggers. Twitter permits two website links in the bio. Hashtags perform best on Twitter. Research on trending topics will also help you create content for your brand.
YouTube has dominated the social media scene in its own right. It is source of reference, knowledge, entertainment, information and plain old sharing of ideas. Though YouTube began as a video sharing app between friends and family, it already had social networking blood running in its veins. Subscribers, Likes, Channel Art, Social Media links, Cards and whole lot of features. Now YouTube stories capture your attention with served content. When it comes to captivating content, nothing surpasses the power of a video on YouTube.
Be advised though, moving to Twitter and YouTube will consume a substantial amount of time.
Sukaone Guides
Looking for a user friendly guide, you have come to the right place. Once you are through with the above, you can choose which topic you need a detailed explanation.
Guide for Google My Business – Coming Soon
How to plan a strategy
This article has reached a stage where it might get very long to read. So to cut the whole thing short, you need to contact us for getting detailed info on any topic of your choice. How will Sukaone help you have been enumerated in a series of article given below.
Conclusion
Going online can be a daunting task for single person brand owners. It is the catch between devil and the deep sea. How much presence will be enough. Plus there are no dearth of family and friends who take opportunity to torment you with their tips. Sukaone is an initiative to help people make right choices and hit the correct notes with their audience outreach.