Author Archives: Teylor Schiefelbein

A Digital Marketing Ecosystem: What Are You Missing?

digital marketing ecosystem

Taking it back to middle-school biology, an “ecosystem” is defined as a system, or a group of interconnected elements, formed by the interaction of a community of organisms with their environment.” In reference to the above definition, your Digital Marketing Ecosystem consists of 3 different spaces, which contain various interconnected elements. How effortlessly these elements and their respective spaces interact with one another will dictate your success as a system (aka a brand). We’ll address the three spaces that every digital marketing ecosystem should consist of and further explore the elements that make up each space.

Rented Space

Your rented space is where you play by the rules set forth by the environment. For example, blog post links are fed to Facebook, high-quality photos belong on Instagram, and ready-made infographics are at home on Pinterest. As marketers, we post at the opportune time with the ideal frequency and we never exceed 20% text in Facebook Ads. In our rented space, we use the features available to us in order to share our message, and ultimately send traffic to the place where we can dictate the rules.

Earned Space

Your earned space represents the environment’s thoughts and opinions of your brand. It’s anywhere people gather to retell your story and review your services. It may be tempting to pay people to say certain things or employ black hat tactics to rise to the top of search engines — but the truth typically emerges at one point or another. To ensure the healthiest relationship between your rented, earned, and owned spaces, it’s best to stick to the basics: offer a high-quality product &/or service, create valuable content and continue to network within your industry and community.

Owned Space

The only space that is truly yours is your website. You dictate the format and the messaging. You’re literally the king of this domain. Trailblazers beware! While there is always room for innovation, your audience expects things to flow a certain way. Your owned space needs to play nicely with your rented and earned spaces — meaning the transition should be seamless. At no time should he or she have to wait for a page to load or bounce around in search of a phone number.

Enough with the ecological metaphors, how does one ensure their rented, earned and owned spaces are all working together? Here are a few ground rules.

Opt for complete solutions.

As a digital marketing agency, we often come face-to-face with small business owners who are unwilling to let go of the wheel. They either want to maintain control of each piece themselves, or they have sought out piecemeal solutions thinking that asset diversity applies to marketing. On the contrary, your rented, earned and owned spaces should feature the same messaging, to the same established audience and funnel all of these individuals to the same destination. This isn’t a scenario where your right hand shouldn’t know what your left is doing — the ideal digital marketing ecosystem consists of groups and elements that are all working toward the same end.

Nurture each space.

Because each space and their elements are interconnected, you shouldn’t neglect a platform where your audience lives. It’s important to first analyze data to identify where your audience in fact lives. If business is booming and Facebook is only responsible for a negligible percent of your website traffic and conversions — by all means, pull the plug! However, if your content is sporadic and adds little value to your community, we’d recommend giving it an honest go before writing off a space where 1.9 billion users live…

Let data drive you.

If you’re still wondering how one “identifies where your audience lives” — it’s time to take a dive into the data. At Alter Endeavors, we don’t believe having a presence in every available space is the best approach. Our method is to select spaces based on where your audience currently lives online and where your brand can offer them value. While we customize the content for the functionality and the demographics of the platform, there is always brand cohesion. We incorporate analytics into our strategy to ensure users see more of what they engage with and are reminded of the owned space where they can easily purchase the product or employ the service they’re searching for.

We encourage you to audit your digital marketing ecosystem and identify which spaces may be lacking. If you’re unsure of how to go about this or know you’re missing key elements — don’t hesitate to contact us. We’ll dive into the data and provide the ecosystem overhaul your business needs.

Social Media Resources for Small Business Owners

social media resources

The key to successfully navigating the digital marketing world requires accessing a simple, yet exhaustible resource: time. Even with an impressive budget dedicated to your social media platforms and digital ads — without setting aside time to research best practices, you’re likely throwing money down a black hole. Before you decide to go all-in, we suggest that you first spend time learning the rules. We’ve rounded up several of our favorite social media resources that we subscribe to in order to stay on top of our game.


For those that are constantly on the go, driving from meeting to meeting — podcasts are a fantastic tool as far as social media resources are concerned. We suggest that you subscribe to the Social Media Examiner Podcast and tune-in for longer rides. This podcast is filled with interviews from industry experts and the occasional applicable gold nugget for your business. The Social Media Lab Podcast from Agora Pulse consists of data-driven content in short, digestible episodes. It’s an excellent way to test whether what you thought you knew as a digital marketer is in fact…fact!


The issue with solely relying on podcasts as your educational resource is that they do not require your undivided attention and valuable information often ends up going in one ear and out the other. Which is why Social Media Examiner and the Social Media Lab have website counterparts that you can quickly refer back to what image editing app is a must-download or a new Facebook Ad approach that could be a game changer. 


It’s important to set yourself up for success, and instead of assuming you’ll set aside time each week to continue your digital marketing education… why not have the education come to you? Dedicate a folder of your inbox to continued learning and sign-up for the newsletters that promise valuable information alongside their sales offers. Some of these include the Planoly Blog, Digital Marketer, and the Alter Endeavors Newsletter. And when it’s time to buckle in and take notes, you can easily navigate to your folder and see what’s new in the social media world.

Free Downloads

If you’re looking for a comprehensive document to reference, we’ve created this Social Media Best Practices Whitepaper to help you get started down the right path. We are committed to creating valuable content that helps bring back the human element to the digital sphere and are always available to help you get interactive!

If there isn’t time in your day to learn from these social media resources — we suggest you entrust the responsibility of managing your social media platforms to someone whose job is to do just that. While it’s often cheaper to be a “do-it-yourself-er,” the end result isn’t always the best quality… especially if you dive in with little experience and no guidebook. Our approach is to create a comprehensive social media strategy that addresses your goals and is both cost-effective and worthwhile. If you’d like to discuss ways we can help you achieve your business goals, reach out! 

3 Keys to a Healthy Agency-Client Relationship

agency-client relationship

While many of the skills I’ve gained as a Digital Marketing Strategist are thanks to experience on the job and keeping up with industry best practices, I have my clients to thank for a takeaway that transcends technical knowledge. It is in this role that I’ve learned what is necessary to establish and maintain a healthy agency-client relationship. Once you fully understand the need for a healthy agency-client relationship and you begin to put these tips into practice — the result is a partnership that is both mutually beneficial and enjoyable.


As a Digital Marketing Strategist, communication is incredibly important, as I’m ever dependent on updates regarding what’s happening in the business on a day to day basis. Without this information, it becomes difficult to highlight what makes my client’s brand different from another in the industry. If I hope to have a fruitful and mutually beneficial partnership with each of my clients, we must set aside time to ensure we are on the same page when it comes to our goals.The key is to educate your client on your process and commit to sending scheduled updates. This could include sharing the thought process behind your strategy before kicking off a campaign, or explaining why you’ve decided to pivot your approach following an analytics report. Your client is entrusting their image and hard-earned dollars to you — so it’s understandable why they want to know what’s happening! 


At Alter Endeavors, we reach out to our clients at the beginning of each month to send marketing initiative emails — which is basically a formal form of communication used to gather new information such as new products, upcoming events and the like. Each client can expect to receive this email each month, no matter if we had a phone call or email exchange the day prior. Beyond that, we love to schedule face to face meetings, if possible. Meeting for coffee or lunch helps foster a personal connection and makes for a more productive meeting since you’re not waiting for a response via email. The goal is to walk away from these meetings knowing what next steps need to be taken and from there, carrying out the next steps! Every so often, those proposed next step are unrealistic — which prompts me to let the client know what is realistic. A healthy relationship with your client is built on open communication and consistently holding up your end of the agreement. Expectation management is key and at the end of the day, reporting small and consistent wins is much better than always overpromising and underdelivering.


My last tip is possibly what sets Alter Endeavors apart from other digital marketing agencies. Each of our Strategists is emotionally invested in our clients’ businesses to some degree. We recognize that their success is our success and vice versa. To be quite honest, there have been many times when I wake myself from sleep to write down a future caption or ad campaign idea. While there do need to be clear boundaries, bonding with my clients on a personal level helps me better understand their brand — therefore making me a better Digital Marketing Strategist. 

By building an agency-client relationship based on communication, consistency, and care — I am able to spend my time brainstorming new approaches, analyzing strategy and producing high-quality content. Whereas, if a client were working with a Strategist that lacks clear communication skills, rarely delivers and shows no personal investment… that’s just a recipe for poor results! If you’re curious as to where your current agency-client relationship falls, take this Adweek Quiz. If you know something is lacking, it’s time to speak up — your business could depend on it!

The Pros & Cons of Rented Space Online

rented space onlineIn Nick’s most recent blog post, Local Lead Conversion and How the Spaces Between Platforms Make It Happen, he defines a rented space online as, “spaces where many flock to talk, share and consume, but they do not own.” This includes social media platforms such as:

• Facebook
• Twitter
• LinkedIn
• Snapchat
• Pinterest
• Houzz
• Youtube

Perhaps your business has been “renting” these spaces for some time now, but have you thought about how these platforms influence the way you do business? Understanding the pros and cons of rented spaces online will help you better utilize these platforms while also acknowledging the need for owned and earned spaces online.

Pros of Rented Spaces Online

Platform is Established

The design and functionality of the platform have been decided upon — the hard work has been done. Essentially, all you have to do is fill in the blanks! As a new brand, you can have an online presence by end of day if you so wish. Besides frequently sharing relevant content with your audience, your rented space should contain your elevator pitch, your hours, your address, a link to your website and consistent branding. Simple as it sounds, this is not to be sped through. Look over your bio and about sections with the eye of a potential customer — use these spaces to answer questions before they have to ask.

Ability to Meet Your Customer Where They Are

These rented spaces online give you the opportunity to have a presence where your audience already is. Beyond that, your brand is also able to easily communicate with them! Submitting a comment card in store or finding the manager’s email address requires initiative that most people won’t take. However, tweeting at a brand or messaging their Facebook page calls for little effort. With each review, comment, and like — you are being given feedback about either your brand’s product/service or its messaging. It’s up to you to form a relationship with your customers and put their feedback to good use. 

Built-in Analytics

These platforms provide insight as to what demographics are interested in your brand and what type of content they’re engaging with. If you’d like to get granular, you even have access to information that asserts the best days and times to post! While the data can be overwhelming and a lot to wade through, these tools exist to help you take better advantage of your rented space online. 

Cons of Rented Spaces Online

May be Temporary

While business owners are risk-takers, they know to avoid putting all of their eggs in one basket. Which is why we don’t recommend acting as though you own these platforms. Having a fully developed Facebook page isn’t an excuse to forgo building a responsive website. All of these rented spaces should point to a space that you own, a.k.a. your website, so that you’re not scrambling to get something up when a platform has a temporary glitch or worse — becomes obsolete like Vine, the app for six-second looping videos or Google Plus, Google’s failed answer to Facebook.

Folks Conning the System

Although you and a competitor may be on the same platform, it doesn’t necessarily mean you’re both playing fairly. Occasionally, there are people that take advantage of the platform by capitalizing on loopholes. From constantly sharing click bait articles, buying followers and/or likes, and reposting images without giving credit where credit is due — not everyone follows best practices. At Alter Endeavors, we urge social media best practices over “black hat” marketing. Curious as to what is considered “best practices?” We’ve put together a free “Social Media Best Practices White Paper” sharing how we use best practices for our clients. You’ll have to turn to Google for more information on black hat marketing — we stay clear of dark magic.

Rules Can Change Without Warning

While Facebook & Instagram’s algorithms used to show us content in the order that it was posted, it is now prioritized in a way that’s supposedly more customized to the user. You’ll see posts from family and close friends first — while those you rarely interact with are relegated down. This makes it more difficult for brands to reach their own audience, as a roofing company or clothing store neither fit within the definition of family, nor friends. And how do you reach those who already like your page? You “pay to play” by boosting posts and running ads to reach and grow your audience. Changes like these heavily impact brands that don’t have the budget to participate, but there’s little we can do besides make due with what we’re given! 

Whether you’re a social media hater or lover, it is a necessary piece of the digital marketing puzzle. We take full advantage of this rented space online for business owner’s that don’t have the time to pour over analytics or research recent changes but see the value in meeting their customers where they are. We’re always available to discuss how our Social Media Team can help manage your rented space online!

Why Every Digital Marketing Company Needs a Content Strategist

While many companies know the importance of supplying interesting content as well as the importance of creating a well-thought-out strategy, the title “Content Strategist” is still not seen as often as you may think. While this role plays a key part in the success of any Digital Marketing company, the duties of this position are still unclear to many. At Alter Endeavors, we are privileged to work with an amazingly skilled Content Strategist, Teylor Schiefelbein, who is an integral part of our team, and we’ve asked her to share with you exactly what that role entails here at AE.

First off, what does Alter Endeavors do?

Alter Endeavors is a Digital Marketing Agency, which can mean a lot of things nowadays. For us, it means that we communicate your passion and brand to the world through any means (that fit within best practices) necessary. We specialize in social media integration, digital marketing strategies, and website design and development so that they work cohesively with your offline efforts. Each member of our team is diligently working towards the same goal: reintroducing the human element to digital marketing.

What do you do as a Content Strategist?

In order to reintroduce the human element to digital marketing, I first have to understand the person behind the brand. My first task as a Content Strategist when meeting a client is to listen. Before I can speak on your behalf and accurately represent your brand online, I have to have in-depth knowledge of your business and its product or service. It’s imperative that I understand your business goals, the audience that you’re trying to reach, and what makes your business unique. This knowledge is paramount in developing an authentic and consistent voice to use across all digital marketing efforts. Whether I’m crafting a message for a social media platform, a Facebook ad or website content — it will represent you and your brand in a human and relatable way.

Why is having a Content Strategist Important?

We know that effective communication is essential for healthy relationships, and the same applies to the business-to-consumer relationship. Effective communication is not a one-way channel; it is an open pathway that requires interaction from the sender and receiver, the business and the consumer. While having a website that contains accurate and updated information about your business is incredibly important, the conversation does not stop there. Consumers have an overwhelming number of options in the marketplace and not only do they demand accessible information — they demand to know why they should purchase from your business. As a Content Strategist, it is my job to form a relationship with your audience and convey how your particular brand is unique. I create and reinforce relationships with online users by sharing valuable industry information, community happenings and engaging content. 

At Alter Endeavors, we strive to have open, clear communication with all of our clients. We hope this was just that, an informative and interesting way to learn exactly what it is our Content Strategist does. Now, hopefully, there is only one question left: Where can I find a great Content Strategist to promote my brand? Look no further!

10 Tools Every Social Media Manager Needs

social media manager

As a Social Media Manager, I spend a lot of time online. While I do consider myself an early adopter of technology, I also believe in simplicity. If I were to investigate every possible Chrome extension or iPhone app that promised streamlined content creation or increased productivity… I’d never get any actual work done. I’m sharing some of the tools that I use to create content for my clients and make my life easier. If you’ve discovered something better, feel free to comment what it is and why it should be on my radar.

4 Websites Every Social Media Manager Needs

Canva allows me to feel like a graphic designer, without having to pay for a program or get too involved. Canva is my go-to for creating graphics for Facebook posts or new banner images for whatever platform(s) the client is on. The custom dimensions also come in handy specifically for Facebook ads. I’m able to use custom colors codes so that everything matches branding-wise. It’s straightforward, but not too basic.

Once you choose a social media management dashboard, you go all in. Every option has its perks and its pitfalls, but linking all of your accounts is a sign of commitment. Hootesuite has been around long enough to make adjustments in response to user feedback and tries to stay current with our needs as social media managers. While I could imagine some sort of calendar for content planning, our old-fashioned Google sheet does the trick and happens to be free.

As a digital marketing agency, we use Basecamp 3 to communicate the current status of projects or needs of our clients across departments. As for the social media management department, we create a Trello board for each of our clients and then create “lists” with “cards” to refer back to for blog or post ideas. Once the blog is written or the link posted, the card is archived. Simple, neat, and free.

Unfortunately, there are people out there who click on your social media links without liking the post, or worse, like the post without clicking the link. Bitly allows you to track how many people actually clicked your link, and when. This a more accurate report of how many people are engaging with your content and what time of day is best to post.

3 Chrome Extensions Every Social Media Manager Needs

Check your grammar in a way “Spell Check” never could. This is especially helpful when drafting blog posts because it catches any potential errors within WordPress. The downside is that it doesn’t function within Hootesuite, so be sure to give those drafts a thrice over before publishing.

If you’re still saving from a website within Pinterest, you’re doing it wrong. The extension speeds up the process of creating pins for new products or blog posts. Bonus tip, make sure you have the Pinterest pixel installed on your client’s website to track what content is most often being pinned.

This is a request rather than a tip. Evernote is a program I’ve downloaded and extension I’ve installed, but I have yet to utilize. Is it worth incorporating? What does it bring to the table? I need solutions, not more issues!

3 iPhone Apps Every Social Media Manager Needs

A photo editing app that makes you feel like a photographer rather than a social media manager— at least on Instagram. I have my designated packs for each client and I apply whichever filter that keeps the overall photo feed aesthetically pleasing and consistent. I can also copy the filter changes from one photo to another, rather than having to repeat the process of increasing brightness, etc. 

If you’ve ever wondered how Instagram accounts splice one image into several, this is the tool. Besides that, Planoly allows you to visualize what your Instagram feed will look like before posting the photo. Once you upload possible contenders, you can then move them around and schedule within the app once your order is decided upon. When the scheduled time arrives, it prompts you to open the app and copy over your caption, much like Hootesuite does for scheduled Instagram posts.

No, I don’t create client’s Facebook ads through the app. I’m the type of person that needs to sit down and see the ad on a computer screen before submitting. However, I have found that the app comes in handy when I’m on the go and need a reminder as to when the ad campaign ends or how much of the budget we’ve spent so far. I also like that it pushes a notification to my phone every morning with a summary of what was spent from our ad account the day before.

In this industry, it is a never-ending task to stay on the forefront of change. Some tools simplify the content creation and management process, but some are too costly for what they offer or have yet to work out the kinks. What tools could you not imagine your business without?

5 Reasons You Should Trust Your Social Media To An Agency

Social Media

As a small business owner in 2016, chances are you recognize the value of being present on relevant social media channels. For those who are just getting started, we bet the thought of handling social media on your own has crossed your mind. And we understand! After all, who knows your business better than you!? But it’s important to be honest with yourself and understand 5 reasons you should trust an agency with your social media…

Quality Content Takes Time

Time is an incredibly valuable resource, especially to entrepreneurs, and people tend to underestimate the hours of research that social media management involves. A well-rounded social media strategy includes original content as well as relevant curated content. Original content includes images, infographics, and blogs. Curated content should be from a mixture of community and industry sources. Beyond creating and curating quality content, there are the tasks of scheduling the posts, responding to comments in a timely manner, and researching the ever-changing industry. Most business owners don’t have time for all of this, but we do.

Social Media Must Be A Priority

For those who do manage their own social media, there are most likely times where it gets put on the back burner to devote more attention to other aspects of the business. It’s easy for one day of skipped posting to turn into a week – which goes against one of the major rules for social media management: consistency is key. When you outsource your social media, you are paying for an expert to make it a priority. When business picks up and attention is needed elsewhere, the quantity and quality of content will not suffer.

Social Media Requires a Big Picture Approach

At Alter Endeavors, my job as a Content Strategist is to ensure that your audience understands your overall brand and mission, before addressing the niche crowd. It’s important not to alienate visitors or readers by using technical language or assuming a general introduction isn’t necessary. Outsourcing social media helps maintain a consistent image for the brand and prevents the channels from turning personal or unprofessional.

Trust the Experts

You are an expert in your field and we are experts in ours. Changes in social media aren’t always front page news, but they do have the capability of affecting your business. From new posting options to play with, altered algorithms to consider and a wealth of new apps and websites that assist in content creation, our research is never done. At Alter Endeavors, we make a point to spend time reading the fine print and adopting best practices that ensure longevity.

Do What You Enjoy

We have clients in a variety of industries and they all love what they do. We have immense respect for those who pursue their passions and we are happy to say that everyone at Alter Endeavors has done the same. We love working alongside our clients to bring their vision to life. Some days call for perfecting an image on Canva and researching the brand’s competitors, while others are spent drafting blog posts with a coffee mug that says “It’s Blogging Day!” in hand. The work required to assist a brand in their online marketing efforts varies from day to day and we wouldn’t have it any other way!

Local Social Media for Brick and Mortar Businesses

local social media for businesses

When devising a local social media strategy, the benefits of customizing the approach specifically for a business and its customers is invaluable. Sure, there are general guidelines that apply to almost every industry, but the blog I wrote about Social Media for Service Based Companies is not the same advice I would give for brick & mortar establishments. If you’re a small business owner with a set locationhere is the best way to market your business on social media.

One of the main differences between local social media for service based companies and brick and mortar establishments is the end goal. For service based companies, we are constantly driving traffic to the company website, specifically the contact page. There is stress put on educating the public about the need for the service in question and demonstrating that the company is an expert in its field. For brick & mortar establishments, the goal is to drive traffic to the location! Convincing people to stop by a restaurant or clothing store means appealing to a want that can be fulfilled immediately. Hungry? Stop here for lunch. Need a new outfit? We’ll outfit you! The recommended platforms don’t change, but the way they are used most certainly does.

Facebook is an opportunity to interact and showcase a businesses’ involvement in the community. It is also a way to highlight the brands a store carries or if applicable, the local farms a restaurant sources ingredients from. Facebook also allows event pages to be created in order to generate buzz for any upcoming special events or merchandise sales. Facebook should be updated consistently and with a variety of information that is relevant to the customer base.

Twitter has proven to be an excellent way to manage customer service. A brand’s Twitter feed can include much of the same information that is on its Facebook newsfeed, but posted multiple times a day. Interact with audiences that you are hoping to attract by retweeting or mentioning them in your own tweets. Make sure to reply to any comments, complaints or suggestions in a professional and friendly manner. Keep in mind that there are brands that have built a following by the way that they respond to customer comments on social media, whether it is diligently (JetBlue) or with humor (Skyscanner Jen).

We love Instagram for brick & mortar establishments. This is an opportunity for restaurants to flaunt appetizing photos to the foodie community and for clothing stores to capture the attention of fashion influencers. With this platform, it pays to research popular hashtags and to have an ongoing rapport with repeat customers and ignite discussion with active Instagram users. We suggest that the filter used for images stays consistent and that the wording of the captions matches the messaging on all other platforms. This is a good time to define whether your brand is for or against the use of emojis!

One of the most impactful and easiest steps for local social media you can take is to double check that all of the pertinent information about your store (address and phone number) is easily found across all social platforms. For restaurants, this means linking to your menu and providing numerous photos. For product-based stores, it’s important that sales are publicized and that store hours are made apparent. At Alter Endeavors, we make a point to occasionally view our social media profiles as visitors, where we check links and think like a potential customer.

We live in a day and age where the question, “How did you hear about us?” is as commonly answered via “Facebook” as “ word of mouth.” Just today, I visited a coffee shop after seeing pictures of their decor and Nutella waffle on my explore page on Instagram! You don’t need photographer quality photos or fresh daily content, just start by making sure your ‘About’ section is complete!

Social Media for Service-Based Companies

service-based-companies deserve a different social media strategy

Do service-based companies need a different social media strategy from others? At Alter Endeavors, we do not apply a one-size fits all approach to social media marketing. A brand’s social media strategy should be as unique as its selling points. A brand’s online presence should convey to its audience who they are, what they do and why they should be the customer’s first choice. While the aforementioned applies to every brand, there are some special rules for service-based companies.

Each social media platform serves a purpose. It may not be listed outright in the app’s description or homepage, but users have collectively defined what platform to turn to for which reason. Service-based companies may choose to have a presence on Pinterest, but it should not be used in the same fashion that a clothing brand would choose to use it. Users look to Pinterest as a source for inspiration, whether it’s to put together the perfect fall outfit or how to remodel their home on a budget. A service based company has to play along and showcase its best project photos in order for a Pinterest user to say “I want to hire that company to make my vision a reality.” It’s a tougher challenge than simply providing a link to purchase a clothing item, but it’s worth it. If one avid Pinterest user with clout re-pins a project photo… there is a chance for a domino effect. A percentage of Pinterest users who see the project photo will convert to sales.

Service-based companies are tasked to think outside of the box because photo opportunities are harder to come by compared to brand’s who have shelves of product to showcase.  At Alter Endeavors, our Instagram feed is a collection of screenshots of the website design projects we have completed. A potential client scrolling through our pictures will notice the sleek design of our sites, as well as the wide array of industries we have worked in.

It is not necessary to have a presence on every emerging social media platform, but it is key to think through where your potential customers are and how you can serve them. Brands must incentivize social media users to connect and interact with them by offering either information and/or entertainment. For customers a brand has served in the past, this may mean sharing information on upkeep or why they should stay in contact for the future. In order to convert social media users to customers, a brand must highlight why to choose them over their competitors. 

Instead of writing off social media as a marketing approach reserved for product-based companies, find a way to communicate to your customers why they should keep an eye on your feed. Use social media as a way to establish your brand as an expert in the field, connect with the community you belong to and establish a level of customer service that is second to none.

Business to Consumer Marketing Through Social Media

business to consumer marketing

In order to move forward with a client in regards to social media management, we first have to define who the client is as a brand. The second step is to define who the client is trying to reach. Is business to consumer marketing effective via social media? Alter Endeavors works with several B2C (business to consumer) companies; B2C meaning that that business wants to appeal to consumers, rather than other businesses.

Once we establish the brand’s target audience, we ask questions like, “Are their potential customers on-line?” and “What age group are we trying to reach?” The answers to these questions lead to a profile, which tells us not only who our audience consists of, but research confirms their purchasing habits and preferences.

The social media platforms that align closest with the above are our first priority. While it is important that every B2C company has a presence on Facebook and Twitter in this day and age, we are very selective about what other platforms we are active on. In our opinion, it is better to be missing from a platform than to do it half way. It is better for a customer to see “not found” on Instagram rather than see a single photo posted over 52 weeks ago.

Merely being active on platforms where your customers are isn’t enough. For companies that offer consumers products and services, they need to establish why a user should interact with the brand outside of the point of purchase or period of service. There needs to be a consistent posting schedule of relevant information, whether it has to do directly with the product or service, general industry news or events happening in the community. We recognize that establishing the motivation for a post is just as important as what you actually post. B2C companies are problem solvers and their social media channels should do the same, by addressing frequently asked questions and bringing new information to the audience’s attention.

What are the best social media platforms for business to consumer marketing? Here are some of the better ones with examples of the best ways to utilize them:

Facebook – An up-to-date Facebook page is a must, as it not only acts as another business listing, but gives customers a place to read information about your brand and leave feedback. Facebook allows a brand to showcase its personality and interact with the community it aims to serve. We recommend including links and pictures in your posts to avoid being lost in a user’s newsfeed.

Twitter – This platform requires consistent interaction in order to stay relevant. You can more or less use the same content as you would post on Facebook, as well as share industry information with your followers by simply re-tweeting. Twitter is a high-speed platform, so content can be posted multiple times a day to reach different users. It is a platform to show your support to brands you work or share a community with.

Pinterest/Houzz – Pinterest is most often used for inspiration, whether it’s fitness related or a place to store recipes. Houzz is also used for inspiration, but specifically for residential home design and decor. These are excellent channels to display photos of projects completed, giving the user an idea of what your company is capable of. Unlike Twitter, content has a longer shelf life on these platforms and doesn’t need to be updated daily to be worthwhile.

Instagram – Instagram is a photo-based platform and requires extensive access to pictures. It is a popular platform for clothing brands, health products and restaurants. There are numerous Austin Instagram accounts dedicated to food, so we make sure that our brick & mortar clients with great food are present and accounted for on Instagram! Brands that offer products are able to source photos from buyers and announce new releases or sales, while service providers should work to keep Instagram updated with project photos.

Video (Snapchat/Facebook Live/Youtube) – Behind the scenes video can be a useful marketing tool, but only if the action caught on camera is worth watching. For both service & product based companies, perhaps a demonstrative how-to would be helpful to your audience. How often you are able to capture interesting content would dictate which platform to pursue, as Snapchat needs to be updated daily, and Facebook Live and Youtube can be updated more sporadically and referred back to in the future.

Before creating brand profiles on every possible social media channel, decide which platforms will be most effective for business to consumer marketing with your company. Being selective will not only help you spend your time & money effectively, but it will also help attract your ideal customer or client. Simply put: be where your target audience is.