Category Archives: Uncategorized

The Content Lifecycle: Putting it All Together

content lifecycle

Content is dynamic, not static.

Content creation is pretty straightforward, but it’s important to know how and when to move through each step. The content lifecycle process can be broken down into these 5 steps…


Step 1: Strategize & Ideate

The first step in creating any type of content is thinking about what your ideal client is having trouble with. Then, create something that will help solve this problem for them. This will involve some research surrounding different topics in your industry. Find out what people are struggling with and answer their questions.

Step 2: Plan

The next step is to create a plan. Decide what type of content needs to be made and where it will be distributed. Are you going to write a blog post? Make an infographic? Film a video? Different platforms handle different types of content better than others. You should already know where most of your ideal clients or consumers hang out, so choose content mediums that work best for those platforms. For example: blogs do best on a website, Instagram does best with graphics, photos, and videos, and Twitter is best for short-form written content.

Step 3: Create & Design

After the plan has been created, it’s time to start designing and creating the content. As mentioned before, content can be in the form of blogs, social posts, graphics, etc.

Step 4: Publish & Distribute

Once the content is created, it’s time to edit and schedule for publishing and distribution. Again, decide beforehand where each piece of content will be published for best results. What platform are people most likely to engage with it and is it relevant? Familiarity with each platform is a must.

Step 5: Evaluate & Maintain

After the publishing phase is the final step: evaluation and maintenance. This is easily the most overlooked step in the lifecycle of any piece of content. Content maintenance can happen in several ways. Update:

  1. For technical reasons
  2. Popular older posts
  3. For relevancy

Whatever the reason for updating older content, doing so can be super beneficial. Some ideas are what we call “evergreen”, meaning they stand the test of time. Instead of trying to reinvent the wheel every time, you can simply revamp an older post that was once popular, giving it new life.

Putting it all together

  1. Find a problem you can solve
  2. Plan your content
  3. Write, design, record, etc.
  4. Distribute across the right platforms
  5. Breathe new life into older content

Understanding the content lifecycle can help you establish your brand. Instead of just focusing on one part (usually content creation), take the time to give each part of the lifecycle the attention it needs. This will help strengthen your online presence and keep you relevant for the long term.

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!

Digital Marketing Strategy & Gardening | Producing Fruits from Your Efforts

digital marketing strategy

One of the things I love about working at Alter Endeavors is our company culture. Nick puts a great amount of emphasis on understanding not only what makes an employee more successful but also what our passions are outside of the work environment.

One of mine is gardening. I love growing vegetables and flowers. Particularly, I’m passionate about growing peppers. From jalapeños to cayenne, to Aji Limon- I start every day by taking care of my garden. It’s something Nick frequently teases me over.

But it got me thinking. A good digital marketing strategy is very similar to gardening. And here’s how:

Step One: Build your platform

The first step I had to do when building my garden was to actually build the beds to plant my seeds. Why? My yield will be twice as large if I correctly build out the space to let my seeds flourish. It’s something people often forget. The platforms in which your digital marketing strategy lives must also be built before you begin to lay the seeds. To bring this all back to content marketing — properly building out your social media pages, and optimizing your website for conversions needs to be the first step. The idea is that ultimately you will harvest fruit (customers) by growing them through your process organically and then having a site at the end that allows you to convert more paid customers.

Step Two: Lay the Seeds and Wait

In my opinion, this is the most exciting part about gardening. You’ve built the platform for your digital marketing strategy, but now it’s time to actually lay the seeds. What I mean by this is that it’s now time to actually implement the strategies. A digital marketing strategy is very similar to growing Pimento Peppers (one of my favorites). You begin to implement your strategy but it’s all about making sure you take root with your target audience so you can use other tactics to further grow in the future.  If the roots are not solid, ultimately the plant will fall on top of itself.

Step Three: Water Everyday and Fertilize Regularly

You can’t go from seed to pepper in a day, just like you can’t go instantly create customers with content marketing. Content Marketing is a long-term strategy. It takes consistent effort and you won’t see the results every day. Social Media is frequently defined by likes, however, that metric misses the most important part of social media. Social Media is about engagement. We want to make sure your target audience engages with your brand as regularly as possible — just as you would need to water that Pimento Plant every day. People buy from brands they recognize and trust. Staying front of mind to your customers should always be one of your primary digital marketing objectives.

Even still, sometimes a little fertilizer can go a long way. Frequently, business owners approach digital marketing as simply ROI linear. What I mean by that is that there is only a linear progression in digital marketing strategies. To most effectively grow your plant, paid advertisements should supplement your efforts rather than be an effort within themselves. Facebook ads are an excellent way to boost blog articles for example, which helps grow your organic traffic to your site. Google PPC Ads can be extremely effective to bring traffic to a lead generation quiz or assessment on your website. If you don’t fertilize your plant properly you may just be wasting money, or even worse, may ultimately kill your plant.

Step Four: The Harvest

If you properly build out your platforms, root yourself correctly in your target market, and consistently focus on solid organic growth, your business will reap the harvest. Just like my pimentos, you may only see only one ripen at first. But digital marketing is about long-term growth. Your presence online will only become more and more important and a strategy that continually produces will become paramount. The next key will be picking the ripe fruits and turning them into customers. The idea behind content marketing is that over time the right clientele will engage with your brand and come to your site ready to be harvested as customers.

Or you can just always go and buy the plants with peppers already on them ready to plant from your nearest nursery. They’ll be cheap and you know you’ll get at least some results. But they won’t’ taste near as good… Need help building your platform or laying your seeds? Reach out to us, we’d be happy to discuss content marketing — or gardening. 

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!

Simple Questions to Define Your Brand Identity

brand identity

Do you like to answer questions?

(Well, that was a question, so I guess you either answered it or stopped reading.)

In an age where we are swimming through monsoons of data — even with machines that instantly compute trends and patterns in that data — it’s amazing that so much of business success still comes down to the power of really simple questions that help define your brand identity.

Like these below. Take a minute and give them a read. They’re questions we at Alter Endeavors ask all the time. They’re pretty simple. But be careful, because that doesn’t mean they’re easy.

Here we go.

Is your company persuasive?

Is it persuasive to the people who matter?

How do you know that it’s persuasive? Do you measure it? What’s your actual success rate? What % of people who become aware of your company do you actually convert into solid customers?

Are there things in your messaging, right now, at this moment, that let consumers disqualify you?  (By the way, the answer to this one is “Yes.” We all have them. It’s hard to search-and-find your disqualifiers, but they’re there.)

How does your website affect those who see it? Emotionally? Cognitively? Persuasion-ally?

The ads you send out into the world, are they ignorable? What effects do they have on people who actually pay attention to them?

Is the content you create truly interesting? Truly? To whom?

Is your product actually better than similar products? How?

How much should you spend to distribute your messages? How much is too much? Too little?

How do you find the audience that will want what you sell? How do you get your messages to them?

Does your messaging need great art and visuals in order to work?

Are you personally persuasive? With whom? What techniques do you use?

Is everyone in your company actually trained to persuade?

Is the story of your company enthralling? Or mundane?

Do consumers get to actually meet the people in your company? Live? Virtually?

When you’re building messages, how often do you say, “Good enough,” or “Just get it done,” and move on?

If you could hire a really great Hollywood producer, how would they change your messaging?

What kind of message could you create, right now, that might actually go wildly viral, and forever change the magnitude of your exposure and engagement?

Okay, okay, okay — that’s plenty. You probably stopped answering early on. Right after you noticed that you kept thinking, “I don’t know.”

Which is natural. Because even though these questions are essential, honestly, most businesses never hunker down and put real time and resources into answering them. It takes focused work to create real answers to important questions. Especially if you want answers that are researched, detailed, well thought out, and, most of all, accurate.

The fact that we can only partially answer important questions is one of the reasons we turn to experts to help us. Otherwise, we end up guessing at things that are really important to the survival of our businesses.

At AE, we constantly investigate our own expertise and work tirelessly to expand it by asking and answering questions like those. Because the better answers we have, the better service we provide.

And isn’t providing a great service the real way to guarantee your success in business?  We can help you start answering those brand identity questions if you contact us! 

3 Global Consumerism Trends that your Business Needs to Embrace

global consumerism

In case you missed it, we have gone through a revolutionary shift in the way that consumers engage and interact with media. We now have computers in our pockets and the result has been a fundamental shift in the paradigm of global consumerism. Television advertising, radio advertising, and print advertising are fading in their significance because they are no longer the most accessible forms of media to the consumer. Marketing through digital platforms has become not only the most effective form of advertising, but also an opportunity to maximize ROI for businesses based on the following trends:

1).  Consumers are going digital

Digital has infiltrated global consumerism and the resulting data is staggering.  According to a 2014 study by Retailing Today, 81% of consumers will research a product online before they buy the product. Broken down, this makes sense. Consumers are able to compare and contrast products worldwide, from any location. But what does this mean for a business? The ability to sell your products online has become more important than ever. In the year 2017, $3.7 trillion dollars worth of products and services will be purchased through an E-Commerce platform. United States based E-Commerce is projected to grow to $491.5 billion by 2018. Global Consumerism will be completely based on E-Commerce platforms in the future—and we’re already seeing the start of this trend. However, only 28% of US Businesses have an active E-Commerce platform.

Society as a whole responds less and less to mail catalogs, print ads, and television commercials because they fail to merge the two most important factors that go into “buying behaviors”: instant conversion points and accessibility. Quite simply, consumers in the future will respond to media that can easily be found and contains actionable steps to alleviate the pain point experienced by the consumer.

2). Consumers expect conversion points in advertisements

I was having a conversation with a colleague the other day where we discussed Facebook retargeting tactics and the effectiveness of conversion points on digital advertisements. However, the conversation was more so based around the annoyance experienced when an advertisement does not have a call to action. With options such as “Buy Now” and “Claim this Promotion”, consumers expect to be able to buy a product directly from the advertisement. Ads that lack conversion points rely on directing the consumer back to the website, or to an additional action such as a phone call or email correspondence. From a conversion perspective, in digital marketing, we always want to focus on maximizing points of entry and minimizing the effort taken by a consumer to become a paying customer.

3). Consumers expect easily accessible content

The primary driver behind these changes in consumer behavior has been the availability and accessibility of information and content. Tablets and smartphones give the consumer the ability to make informed buying decisions easier than ever before. With over 1 billion users, content consumption has increased 57% since 2014 on Facebook alone. Consumers are presented with a plethora of content online and frequently use social media as their primary source for news and information. As a result, businesses need to blend effective content into their sales strategies. Companies that blog 2x a week or more on average receive 4x as many inbound leads as companies that do not blog. The reason? According to a 2016 Demand Gen Report, 47% of consumers viewed 3-5 pieces of relevant content before engaging with a sales representative. Creating sales funnels around accessible content will not only help with search rankings but also maintaining the perception of the business as an industry leader/expert.

These three trends in the consumption of media will define the future of Global Consumerism. As we experience more and more of these changes, businesses will need to continue to adapt to meet the desires of prospective customers and consumers. Radio, television, and print will still have a place in the consumer paradigm, but they will be far less influential. Through effective digital marketing strategies based on these trends, businesses can grow their customer base, their bottom line, and ultimately position themselves better for the future.

Limitless – A Business Mastery Seminar

Business Mastery Seminar

Limitless – Business Mastery Seminar

Date: Thursday, February 23rd
Time: 12 PM
Where: Tech Ranch Austin, 8920 Business Park Dr, Suite 250
Austin, TX 78759
Why: To push your business beyond the productive and online limits you face.

At Alter Endeavors, we believe that it is essential that business owners receive continuing education.  Lifelong learners are better equipped to handle new challenges and can apply diverse solutions to new dilemmas. That’s why we’re excited to announce our partnership with Chris Gay of Focal Point Business Coaching to host “Limitless”the first installment of our Business Mastery Seminar Series. Oftentimes, business owners encounter limits both mentally, professionally, as well as systematically with their website. Limitless will discuss ways to increase productivity both in the workplace and with your business’ online efforts.

4 Ways to Grow Your Revenue

Chris Gay is a Focal Point Business Coach who brings years of real life experience to his clients. Chris was the owner/operator of several Roto Rooters in the Austin area before pursuing his passion for education and coaching. In his presentation, “Four Ways to Grow Your Revenue”, Chris will focus on how increasing your productivity one-tenth of 1% every day can have a massive impact on your bottom line. In addition, Chris will provide actionable steps to grow revenue and bottom line for your business.

Is Your Website Working for You

Our very own Nick Alter, Principal over here at Alter Endeavors, will be presenting on the topic “Is Your Website Working for You?” A website is no longer an online brochure. Nick will discuss how the sum of your online efforts begins with your website—or online hub. Furthermore, all of your digital marketing efforts should work in tandem to drive more conversions through your site, ultimately leading to more revenue. Is your website an impediment towards furthering conversions online? How does your site stack up? Is your website working for you?


Limitless, hosted at Tech Ranch Austin, will provide actionable steps for business owners to make an immediate impact on their business.  The two presentations will be followed by a 20 minute interactive Q&A portion for business owners to talk real experiences and receive valuable feedback. Take your business to new heights in 2017 and push beyond your limits by attending “Limitless”, the first installment of our Business Mastery Seminar Series.

What Alter Endeavors is Thankful For


This week we want to pause and share with you what we are most thankful for this year!

“I’m thankful that for the first time in years, all of my family will be in the same city during the holidays.” – Aubrey

“I am thankful for our incredibly talented team over here at Alter Endeavors as well as all of the amazing folks who help support our business. I love the people I work with (especially my business partner, since I married her)! No two days are alike over here at Alter Endeavors. What we do is challenging, sometimes it even nears impossible, but everyone at Alter Endeavors tackles each day with all of its crazy problems with passion, grace and patience. So, thank you Jamie, Christopher, Aubrey, Teylor, Rachel, Erik, Christie, Alex, all the Steves/Stephens/Davids (seriously parents, name your kids something else), Rusty, Maorong, Rob, Tom, Alan, Lulu and everyone else who makes what we do over here at Alter Endeavors possible! From the bottom of my heart, thank you, all of you. And thank you God for blessing us every day.” – Nick

“This one was a little difficult because 2016 was a somewhat rough year for me, but I have this: I’m thankful for my own strength—for my sense of humor that brings levity to my most difficult moments and for my own two feet that keep me going. I’m thankful that I am strong enough to make my own dreams come true.” – Rachel

“I am especially thankful to work for a company that allows and supports my passion for travel. I recognized how blessed I am during my time in Iceland when the majority of people I talked to could not believe that I was ‘allowed’ to work from so far away. I was repeatedly told to ‘not let that job go’. I simply responded that I recognize how special this is, especially since I thoroughly enjoy the work itself and not just the secondary perks. Thank you for trusting me to make my clients a priority no matter where I am in the world!” – Teylor

“I hope I am thankful everyday, not just today.  But, I am thankful for health, my home, my husband (and dog-Lulu).  I am also thankful for purpose—work provides me with a special ambition to do the best for my clients. Alter Endeavors has also given me the gift of surrounding myself with people whom I deeply care about and want to see succeed both professionally and in their own passions.  Most of all, I am grateful for a Savior that came to Earth as both fully man and fully God and died on a cross as a substitute for all of us so that we may have peace and eternal life in Him.” – Jamie

“I am thankful for my friends and family and the joy they bring to my life. I am thankful that it’s finally gotten cooler in Texas—the cool weather is reinvigorating after the crush of summer’s heat and brings a fresh perspective. I am thankful for the Alter Endeavors team and our clients, with whom we’re working to make their dreams and goals come to fruition.” – Christopher

Happy Thanksgiving from Alter Endeavors!

Vine’s Shutdown – Social Media Changes and Their Effect on Business

social media changes - the vine shutdown

Social media changes are inevitable. Vine, the popular video short-form video streaming service, announced last week that it would soon be shutting down for good. The app’s millions of users, many of whom use Vine to promote themselves or their brand, are now either left scratching their heads trying to figure out how much the loss of this platform will harm their business, or shrugging and moving on to one of the many other social media sites they use. The loss of Vine serves as a grim reminder of the reality of the internet—at any time, a popular website with a strong user base can shut down, for any reason. Diversifying the types of social media sites where you promote your business is important for this reason, but ultimately, the one online platform that matters the most for your business is the one you create for yourself.

All Roads Lead to Rome

Having a presence on social media is crucial to the success of your brand. Promoting yourself or your business on sites like Twitter, Facebook, and Instagram allows for boosted interactivity and generates interest. When using social media, avoid making it the cornerstone of your enterprise. Instead, use it as a tool to drive traffic to your own website, space which you have full control over. By doing this you will minimize the negative effect of turbulent social media changes.

Even Giants Fall

Vine’s shutdown serves as a reminder of the mortality of the web and its indifference to the individual user. Companies that run social media websites are, after all, companies, and can be acquired, altered, or even shut down at any time for a variety of reasons beyond your control. Inherently, social media’s aim is to improve communication and interaction among its users, but the site itself isn’t responsible for meeting your personal needs. Understanding this when working with social media will allow for balance and stability when it comes to creating an online presence for your brand.

Own Your Space

Think of social media as a series of rented spaces and auditoriums from which you promote your original content. These places allow you to reach potential customers with important information, but can only be molded to your needs so much; you can build a set to put on a stage, but you can’t tear the space down and rebuild it. For the best, most customizable online experience, a personally-managed website is the best option. Own a space that can be organized, changed and molded at any time to suit your personal needs making it immune to social media changes.

Social media can, and should, be an important aspect of your brand’s online presence. However, these platforms should be used as roads to your castle, not pieces of the foundation that if removed would bring down the whole structure. An owned space like a website, with a presentation and content you control, should be the focus of your brand.  Social media platforms can be used to promote your website, having these elements work in conjunction with one another will ensure a healthy online presence for your brand.

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!