Posted by: FDMC Digital Media LLC | September 13, 2017

Instagram Video Continues To Surge Among Marketers

InstagramNewMarketers and advertisers are finding success on Instagram with video, a format the social media platform.  Instagram, owned by Facebook, added video to this mobile platform clear back in 2013 when everyone thought what the heck can anyone do with this?  Now we know.

According to new data from social media analytics firm NewsWhip, photos are typically still generating higher engagement levels than videos among Instagram users but video is fast catching up.

Some news and media organizations appear to be taking note of video’s appeal among Instagram users, and a select few have been adding such content at a furious pace. Sports Illustrated, for example, posted just eight videos to its Instagram account in May 2016, but upped that figure to 325 this May. ESPN, for its part, more than doubled its number of Instagram videos over the same period.

There’s an obvious reason for the spike in the number of videos posted to these media properties’ Instagram accounts: Publishers have increasingly been turning to video ads to bolster their bottom lines.

The trend of increased social video advertising is reflected in those responsible for overseeing ad budgets.

Instagram has also done its part to encourage spending on its video ads. In February 2016, the Facebook-owned property extended the maximum length of video ads to 60 seconds, up from 30 seconds, to give advertisers more leeway with their creative. And in January of this year, Instagram opened up its Stories sharing feature to full-screen, auto playing video ads for the first time.  So the question is, What are is your business doing to use Instagram for your marketing and advertising?

 

-Roy

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Posted by: FDMC Digital Media LLC | September 6, 2017

LinkedIn Is Getting Better & Cooler To Use!

llWhen Microsoft announced it was acquiring LinkedIn for $26 billion last December, the tech world responded with a collective “Huh?” Since that purchase, LinkedIn has become more than just a place to park one’s digital resume; it has established itself as an essential destination for marketers looking to reach an executive audience.

Over the last two years, LinkedIn has pumped up its publishing platform, tamped down the spam, streamlined its mobile and desktop apps, and introduced new lead-generation and targeting tools. In August, the network unveiled a posse of third-party partners to help marketers create and manage campaigns. The company had begun to roll out the ability to host native video directly on the site.

We all know that LinkedIn is not in the same league as Facebook for consumer marketing. The platform is increasingly part of the conversation among top brands, he adds. One reason is the sheer volume of data the social network collects. LinkedIn’s half a billion users share a lot of information—not merely their digital CVs, but endorsements, recommendations, blog posts, comments, likes, shares and follows.

But LinkedIn has another big advantage over other, more social networks. Unlike Twitter and Facebook, it’s not besotted with fake profiles, fake news and angry invective. As a result, it’s become a kind of refuge for real people who want to discuss ideas, not hurl insults or swap memes. Authenticity and polite discourse are two reasons why business periodicals have embraced LinkedIn as a publishing platform.

Many of these improvements can be traced to changes LinkedIn began making well before the Microsoft acquisition. Two years ago, the network decided to abandon “shallow growth tactics,” which led to aggressive email and endorsement campaigns, in favor of boosting its value to members.

Instead of only displaying posts by people within one’s network, LinkedIn tweaked its recommendation algorithms to share content based on members’ interests. It’s also begun to use “sessions”—clocking each time members use LinkedIn more than 30 minutes after their last activity—as a key metric of user engagement. Over the last nine months, the number of sessions has increased by more than 20 percent each quarter,

Along the way, LinkedIn also enhanced its advertising and sales tools. Advertisers can install code on their sites that lets them create richer user profiles and track conversions from LinkedIn, such as event sign-ups and white paper downloads. Marketing pros can create more precisely targeted LinkedIn campaigns, and users can now auto-fill lead generation forms with a single click.

LinkedIn will never match Facebook for volume, Twitter for notoriety, YouTube for eyeballs, and Instagram or Snapchat for fun. In the meantime, the social network with half a billion professionals is happy to keep doing what it’s best at—connecting talent to opportunities at scale—far from the turmoil and the trolls.

Posted by: FDMC Digital Media LLC | August 30, 2017

Using Instagram For Your Business Part Deux

81f5b-instagramnewInstagram’s move to make its Stories feature more like Snapchat’s has drawn in quite a lot of viewers. With an increase of nearly 50 million users just these past 3 months, Instagram Stories is looking more promising as a way for your business, large or small to entice new followers to watch their content on this platform. I have done some posts in the past about Instagram just because I really have come to find this app as a very effective marketing tool. Being tied to Facebook helps as well. I thought I would re-post some of the great ways you can use Instagram!

#1 Use Your Product Or Service in Real Time

Images can only give so much information about how a product will perform. Instead of relying on photos and product descriptions to sell a product, featuring clips of that item in action can go a long way towards selling it. Some prominent sports clothing companies will feature athletes going through a workout wearing their gear. By featuring your products being used, your audience members have a better idea of what they’re getting into when purchasing from you. Be sure to use the short video feature as well to even further enhance your follower’s experience!

#2 Blast Out Limited Promotions

When a product or giveaway is only available for a limited time, it creates a sense of urgency for your audience to act on. Limited-time promotions is an excellent way to get a small burst of activity and engagement with your company’s brand. If you have excess product or some swag like stickers or t-shirts, these are great products to use in a promotional giveaway. These promotions work well because your Instagram audience is already following you since they like what you do and they want to see more of your content.

#3 Use The Story Feature to Connect With Your Followers

Take Instagram Stories at face value and use it to tell a story your audience will share, Creative content works well. Find some stories that reflect your brand you know your followers will enjoy. This will help your viewers associate positive feelings with your company, which in turn prompts them to support your business. Note that if your content is funny, touching, or just simply creative, that content will be quickly shared by your followers and that is exactly what you want as sharing makes your brand go!

#4 Tell News That Is Relevant To your Business In Short Precise Clips

Your Instagram followers likely stick by you because they are interested in the industry you represent. Sharing industry-related news with your followers will help boost your company’s image as an expert in the field, and will show your audience that you care about the industry at large. Trying to promote your own company all the time can make followers feel like you don’t care about their interests. However, sharing relevant news makes your brand feel like part of the community. Keep In mind content needs to be short and precise. Today’s Instagram users are typically mobile, young, and with very small attention spans. Get your news out in a 5 to 10 second read.

#5 Go Behind the Scenes

Content exclusivity is a great way to entice your audience to follow you on multiple social media channels. Instagram Stories makes it easy for you to show clips of behind-the-scenes moments during company events. Your followers will feel like they are getting access to something they can’t get anywhere else, and are more likely to follow you actively to make sure they are up-to-date with company happenings.

#6 Do Short Educational Pieces

Social media is a great platform to share educational resources and teaching moments. Travel blogs can use Instagram Stories to teach followers about cultural practices around the world, or host a quick geography lesson. Your brand can take this opportunity to teach your followers about manufacturing processes, or share some interesting facts about events and phenomenons related to your industry.

#7 Feature Calls to Action (CTAs)

Calls to action (CTAs) are a great way to prompt your audience to do something. Use Instagram Stories to prompt your followers to check out your main website or landing page. If you use CTA’s typically your engagements will increase greatly!

Posted by: FDMC Digital Media LLC | August 23, 2017

Using Facebook Live For Your Business!

facebookLiveMany of us have probably used Facebook Live for fun and for personal reasons but how many of you in business have taken advantage of the many benefits of Facebook Live?

Facebook Live is the most sociable and genuine way to communicate your brand and your reputation as a business owner. Why? because it’s in the moment, as it’s happening, uncut and real. It’s real people conversing and engaging with other real people. Facebook Live works as a window into the inside life of a company, beyond polished exteriors and branding. I am not getting any residuals or benefits by promoting Facebook Live but I have used it many times and I like it.

In addition to this, Facebook Live is also user-friendly. Whether you’re an experienced Social Media Manager or a “Mom and Pop” store Facebook Live is easy to use. Whether you plan to stream via your phone or you’ve invested in some cool video equipment, Facebook Live has the capabilities to hook up to many different devices and cameras to ensure high quality and effortless streaming. Here are some great reasons to consider Facebook Live for your next marketing event.

1. Steaming More Than Just Your One Page

Facebook Live’s simulcast function  enables Social Media Managers to stream live to more than one Facebook Page at a time. This is a great feature if you manage more than one Facebook page for your business. Perhaps you have multiple locations?

2. Facebook Live’s Tools Allow You Advance Promotion Capabilities

Despite being one of many social platforms offering a live experience, Facebook is by far the most developed.

The platform’s built in notification system lets users know when a Page they like is ‘going live’ – Facebook even has capabilities that enable a Page to promote your event in advance  while also letting users set reminders so they don’t forget to tune in.

3. You Can Save Your Broadcast

After finishing a live video, Facebook gives you the option to save the video to your phone’s camera roll, meaning you’ve got it for playback and further marketing use later.

Plus, once your live broadcast is over, your video turns into a standard video that lives on your Facebook Page like any other post, -meaning the content isn’t only available at the time of going live. If you had people who missed your stream broadcast and wasn’t able to tune in, they can catch up later.

4. Native analytics

Facebook, as an overall social platform, has well-developed in-stream analytics. In addition to the standard Facebook Insights video stats, they have live analytics as well  to offer information on peak live viewer figures, total reach, reactions, comments and shares. Having access to this user-friendly analytics dashboard makes it easy for you to see what content works and what doesn’t. Checking in on your analytics is vital to the success of your Facebook strategy; knowing what type of live content your audience responds well to means you can create more of it.

5. The Wonderful Facebook Live 4 Hour Steam Time

Facebook live allows users to steam up to 4 hours  of live content in a single stream, making it the perfect platform for showcasing more timely events, such as gigs and conferences although most never use that much streaming time due to bandwidth or wi-fi limitations.  Apps like Instagram and Periscope, also providing live-streaming functionality but have very limited streaming times in place. These apps are great for spontaneous short live video, people turn to these channels for quick updates and snippet insights of casual and fun stories.

6. Great interaction

Facebook, unlike some of the other competing social channels, allows you to write a caption along with your video. And although its simple, a caption is a great way of enticing viewers.

Facebook’s Live interface also displays comments on the Live post in real-time, enabling the subject of the video to communicate and interact with viewers. The ability to reply to comments and converse in the moment lends itself to creating meaningful customer relationship without parameter.

7. It’s free

In such a busy world, where we’re constantly surrounded by brands and logos, advertising and marketing is a must. With billions being spent on forming customer relationships each year, Facebook Live is a refreshing and low-cost way of connecting with an audience.

The “Because I Can Morons”

If you plan to take your brand live, it’s always a good idea to have a Social Media Manager or some staff person on hand to answer any questions or defuse any debate that may erupt in the comments. You can always count on finding someone with nothing else but time on their hands who loves to hide behind their cell phone or desktop and spew negative crap about anything including your event because they can.

Posted by: FDMC Digital Media LLC | August 9, 2017

Has Your Business Gone Digital Yet?

20021b2Marketers who work with their companies are at different stages when it comes to the digital transformation. Some are just beginning the transformation process, while others are unsure of what it really involves. But according to a new study of US digital transformation leaders, many agree that digital innovation comes with many advantages.

The research from Couchbase, an open-source software company, found that improving customer experiences and increasing profitability of services and products are widely considered some of the important benefits of digital transformation.

For example, more than nine in 10 respondents (95%) thought improving the customer experience was an at least somewhat important aspect of digital innovation, while nearly as many (89%) said the same about creating services and experiences that stand out from the competition.

In fact, a majority of respondents thought each of the digital transformation projects cited in the study was important.

According to the report, many respondents felt that businesses that can’t keep up with digital innovation will survive less than five years before going out of business or being absorbed by a competitor. What’s more, 80% of respondents were already concerned that their own organization could be at risk of being surpassed by a rival.

If you don’t think the digital transformation of your business is not important, just stop and think how newspapers which during the “good old days” thought nothing of pages of paper print and the advertising to go with it. Newspapers were the first to go digital with their content when print edition sales fell sharply. Sadly, due to overkill of ads popping up (which they need for survival) has made many of their loyal readership go elsewhere for less intrusive on line reading.

In summary, if you have not made the digital transformation, when you do, think about your content and your visual images.  Think about your customer’s experience when they see the “New You!”

-Roy

Posted by: FDMC Digital Media LLC | August 2, 2017

Making The Best Use Of Facebook Ads

facebook-14

Before you can create any kind of a great Facebook advertising campaign, you need to know what your goals are and how to read those goals. (analytics) You’ll need to measure to determine how successful the campaign is. Avoiding these steps can really take a toll on your ROI. Take advantage and use Facebook Insights.

Generating sales: Your approach will vary depending on whether you’re in the B2C or B2B sector. When in the B2C, your best bet is to use page post ads to promote in the news feed, where you can use larger images to promote your products and services. When in the B2B sector, you should use both page post ads and right-hand column ads to focus on acquiring more leads you can nurture through the sales funnel to convert to sales. Your goal is to send more traffic to your website or landing page, and you should target based on interests, age range, and gender keeping in mid that is appropriate to do so.

Building more brand awareness: Use page like ads to get more likes for your page. You should aim for likes only from highly targeted people, so it means using targeting competitors, similar interests, and custom audiences to get newsletter subscribers to like your Facebook page. Exclude people who are already fans of your page to avoid wasting your hard earned advertising bucks.

Getting more engagement on your posts: Use link ads, photo ads, and video ads to get more engagement for your posts. Your ad creatives should be extremely visual with stellar photos. If you’ve built a relevant audience, start by advertising to them. If not, target people who fit your ideal customer persona based on interests, age, gender, and purchasing behaviors.

Getting installs of your mobile app: Use the mobile app ads for install ad type. Once your app is published in the app store, you should implement Facebook event tracking. Use app screenshots in your creative, and target based on the audience you believe to be most interested. Thought check. Mobile apps although a bit costly if you are a small business owner, are great to have but also it is for more on lines sales or retail type businesses-e-commerce. If you are a consultant or in the service type of industry, having a app for smart phones may not work for you.

Keep Desktop and Mobile Ads Separate

Facebook gives you the option to run various advertising in different locations. You can run on mobile newsfeed, desktop newsfeed, right column, and Instagram. It’s a good idea to keep your desktop and mobile ad campaigns completely separate, even if you’re aiming to achieve the same goal. Again, your budget needs to come into consideration.

Keeping them separate allows you to optimize your ads, bids, and conversions based on device. Your ads and calls to action are likely to perform differently on desktop than they would on mobile, so your ad setup needs to fact that in. If you’re using the Power Editor to design and build your ads, then you can choose the device targeting on the ad set menu.

Test Different Images

Images will draw attention to your ads, but no two images will perform the same way. That’s why you should test the same ad copy with different images, to see which ones your audience responds to better. Then, stop running ad campaigns that use the images with the lower click through rates and conversions, so you can maximize your ROI.

Use Lookalike Audiences

A Facebook Lookalike Audience is a list of users who have similar characteristics to your website custom audience. You can use it to find other people who are already like your customers, or to find people like the ones who are already like your page.

If you want to create a lookalike audience, login to the Facebook ads manager and click audiences. From there, click “Create audience” and choose “Lookalike audience” from the dropdown menu.

Then, choose the source of your look alike audience, such as the people who already like your page, or the people who’ve visited the thank you page on your website. Choose your target company, and select your audience size. The smaller audience size you choose, the more targeted it will be.

Use the Remarketing Pixel

Any potential customers who’ve visited your website from any traffic source, but didn’t convert, are likely comparing prices and providers. They’re in the research phase and are trying to get the best possible deal. So, by the time they’re ready to actually make a purchase, chances are high they’ve forgotten about you.

The Facebook remarketing pixel allows you to target people who’ve visited your website in the past on Facebook with ads. This is an excellent way to make the most of traffic that originally came to you from AdWords. All you have to do to setup a remarketing pixel is login to your Facebook advertising manager, click on Audiences, then click “Custom Audience and Website Traffic.” From there, you’ll be able to start the process of creating a remarketing pixel.

You’ll need to install the code in the footer of your website. It may take a day or so to start pulling in data, but you can then go back to your website traffic menu and choose “people who visit specific web pages.” From there, you’ll be able to create lists of people who are visiting a certain page on your website, and target them or exclude them from your campaigns. One of the best ways to make use of this is to exclude anyone who has visited your thank you page, since they have already converted. You’re not wasting time or money advertising to them.

Target Your Email List

Facebook lets you create a custom audience based on your email list. Create a .CSV or .TXT file with a single email address per row. Remove any other data your email marketing platform includes in your exported file.

Click “Audiences” and click “Create Audience.” Then choose “Custom Audience” and “Customer List”. From there, you’ll be able to upload your list.

You can also upload a list of phone numbers and target those people on Facebook ads, but it only works if their phone number is listed in their account. You can create a lookalike audience based off of these targeted lists, too.

Schedule Your Ads

On Facebook, you can segment your ads by days and hours, if you have a lifetime budget, rather than a daily budget option. This issue is why many businesses aren’t using this feature. If you use this approach, you’ll need to think of the total budget of your ad set. If you don’t have a successful performance pattern over time, then don’t use this setting. It’s not a good option for the first run of an ad for testing purposes.

If you have an ad you know works, you can set up the days and times you want it o run in the budget and schedule section of your ad set.

Use Carousel Ads

If your audience seems to respond well to a series of product images, you can combine those images into a single ad with the carousel ad. This is a newer ad type that allows you to show more than one image at once within a single ad. Ecommerce brands can use dynamic product ads that allow them to cross-sell complementary products, or even retarget customers who click through to their websites, but don’t make a purchase.

Ecommerce brands can also improve their Facebook marketing strategy using multi-product ads. This allows you to show multiple products in a single ad, giving customers more to choose from. You can also use these ads to show different benefits of a single product. An Adobe study showed these ads are more cost efficient per acquisition, saving you up to 35 percent in cost per click because of higher engagement. And, they can boost your click through rate as much as 50 percent to 300 percent.

Advertise on Instagram, Too

Since Facebook owns Instagram, you can create the same ads on Instagram that you can run on Facebook. You can choose to run your campaigns solely on Facebook, or duplicate them on Instagram. If you know your audience can be found there too, then it’s a good way to build more traction.

The key with Facebook is to segment, and run multiple ads on a small scale to see what works before spending more money. Always be testing, and paying attention to your conversions.

Some portions of this article from “Small Business Trends”

Posted by: FDMC Digital Media LLC | July 26, 2017

Using Video In Your Social Media Mix

VIdeo1

Video, especially digital video is fast becoming the norm for media in all social platforms that can embed it as well as web sites.

As you may have heard, LinkedIn recently announced that they are now supporting video in their feed, Instagram Stories has surpassed Snapchat for monthly active users, and Facebook video is quickly becoming a competitor to other video platforms such as YouTube and Viemo.

Video marketing is one of the most important and fastest growing trends in social media and digital marketing. Some of the issues however with digital video on social platforms or a business website though are as follows:

81 percent of people mute video ads.

 85 percent of Facebook video is watched without sound.

The positive side of digital video though are these facts: Facebook videos have increased 360 percent across everyone’s news feeds.

Facebook video content grew by 450% over the last two years alone.

Facebook video content grew by 450 percent over the last two years.

Millennials prefer YouTube to TV . This is no secret.

LinkedIn is investing in video.

From these stats, it is obvious businesses to keep their branding current and out reaching their market share need to start embracing video before they get left behind. What is a interesting fact and I have personally seen this myself in my business, is content video actually works and I think we are all are going to find that cable and traditional television advertising is going to be in trouble down the road. When you consider video, keep all your social platforms in mind. This is very important. Facebook, YouTube, Instagram, and Snapchat (shorter versions) Viemo is also a factor but more for “display landing page style videos” Take the time to plan your video strategy.

As with any marketing campaign, no matter what medium you have chosen in the past, you know that marketing advertising takes persistence and repetition. This holds true for video application as well. If you find one platform working well for you over another, then increase your campaign on that platform. Watch your analytics. Good luck with your video!

-Roy

Posted by: FDMC Digital Media LLC | July 19, 2017

Business Social Platforms. Are They Updated Frequently?

tips_social_media

Social Media is changing faster than one can shake a stick at.  Small Business Owners who have a limited staff or very few employees seem to get more frustrated each and every passing week on how to catch up, what platforms to use, or even worse, just throw in the towel and keep their website and call it good.

First in today’s world, that will not work.  Even for small business.  Our society has changed.  You can manage your social media if you take a deep breath and think about what your marketing strategy is.  Whatever that might be here are a few quick tips that might help you get over that depressing hump of “What can I do?”

  1. You Need to Post Consistently to Be Effective in Your Business Marketing Plan.

In order for your updates to be effective you must post consistently, every day, at least twice a day.  Make your content interesting and relevant.  Here is why.

Each Social Platform has what is called algorithm. These are in a nutshell, a  set of rules that precisely defines a sequence of operations.

In Social Media, these “rules” determines what people see, what information gets out to specific people. For these rules to benefit you, you really need to post religiously.  Posting here and there will cause your limited content to be pushed “to the back of the bus.”

  1. Don’t Post  About Your Sales Or Post “Ads” That You Disguise As Content

People on Social Media are smart and savvy and can see quickly through bad content or for lack of a better term “fake news.”  Use social media to inform your readers, customers, or your marketing demographics. Not sell to them.

Social Media Marketing is about developing your brand and improving your visibility. Sharing information that users want to see, articles related to your business, links to relevant information they can use, posting reviews from current customers are all useful and creates goodwill. Besides, doing ads seriously does not mean you are going to get people going on line and buying from you or coming to your place of business knocking down the doors.  I am all for ads to promote your business but there is a time and place to do that.  Social Media content marketing is not. Advertising as a separate venue on Social Media as a standalone CTA is what you want to do in this particular case.

 

  1. If you Have Social Platforms Then Update Them and Use Them!

Too many small businesses have social media platforms such as Facebook, Twitter, LinkedIn and others and that is it.  They have them but have never updated them.  I just talked to a business owner who has a LinkedIn account with less than 30 people in his network and has a old picture of himself and was honest in saying he has not updated the page in at least 2 years.  What kind of message does this send to your potential customers or clients who want to do business with you?  If you don’t care, why should they?  If you have a social media platform account then please use it and update it with content frequently.  People will sadly judge your business today by your actions.  If you can’t have updated content on it or don’t have the time, then find someone who can or close it down.

  1. Who Manages Your Social Media Today?

If you are really busy and seriously want your content to work for you then you need someone who does have the time.  They have to know and understand social media and they have to know your mission in business.  If you are doing a marketing campaign, they too have to know advertising, marketing, and social strategies.  If you do not have a person within your company or business like that, then you should hire a professional who can make your ROI in the campaign a success. You very well may have a fantastic employee who can step up to the plate for you. Maybe you can now focus on the platforms after reading these tips.  Whatever the case, be social!

 

-Roy

 

Posted by: FDMC Digital Media LLC | July 12, 2017

You Need Instagram For Your Marketing Success Today!

InstagramNewIt just seems like yesterday that Instagram was a novelty app for young people to exchange photos. Then Millennials caught on and it grew. Then video was added and now live streaming which has led us to Instagram as we see it today. It is overtaking Snapchat and has become a serious marketing tool for even the Fortune 500 Companies.

Whether you want to drive leads to your homepage or encourage customer engagement, Instagram is the perfect platform. Here are are some serious reasons you need to add Instagram to your marketing mix.

1.    People spend more time on Instagram than any other social platform except Facebook

If you’re looking for a social platform with a high level of traffic and engagement, Instagram is the ideal fit. According to comScore, global users spend a monthly average of 12 billion minutes on Instagram, which translates to massive opportunity for businesses who want to dominate their niches.

2. Instagram makes it easy to get noticed because it is still relatively new to business

While it’s becoming harder and harder to get noticed on Facebook and Twitter, only 9% of small businesses currently use Instagram, which means there is plenty of space to build a robust online presence but it is growing rapidly each month!

3. Visual content is today’s main focus & it is sharp!

Marketers around the globe are predicting that visual content will be the future of online marketing, and Instagram is positioned to be on the bleeding edge of the shift toward image-based brand stories, especially in the use of digital video.

4. Content on Instagram=followers and influencers

While the content you post on Facebook reaches only a fraction of your audience, Instagram’s non-filtered feed means every post you make reaches your entire audience. This has the potential to boost engagement and improve your conversion rates.

5. Instagram caters mobility users in every way

2015 was the first year that mobile search overtook desktop search, and Instagram, more than virtually any other platform, caters to the rise of mobile users. Sharing on mobile platforms is quick and easy, and the app makes it seamless to navigate a brand’s content.

Instagram Marketing: You need it as a resource

Regardless of which industry you specialize in, Instagram is an essential tool that can overhaul the success and engagement of your marketing strategy. Simple, streamlined, and user-friendly, Instagram is the future of digital marketing. For more information, feel free to reach out to us here at FDMC Social and Digital Media.

-Roy

http://www.floridadudemarketingconcepts.com

So seniors just sit around watching old re-runs on TV and have no clue or care about social media. Snapchat and Instagram is just for those 20 somethings right? Wrong!.

When marketers ponder using influencers as a marketing strategy, they generally imagine millennials on Snapchat, bubbly 20-somethings on Instagram and youthful, energetic mommy bloggers writing about everything from how to get stains out of baseball pants to the latest political scandal—not salt-and-pepper seniors over 65. It’s often thought that senior citizens aren’t reachable via social channels. Until fairly recently, this was true, but influencer-based content has been proving to be an effective way to target this mature demo.

In fact, a recent Nielsen report showed that the percentage of total media time spent on social media in the oldest demographic (50-plus) increased by a whopping 64 percent, Put another way, grandparents and their peers are finally becoming social media converts as they use channels like Facebook to keep in touch with their increasingly scattered families.

When pursuing consumers over 65, marketers need to be thoughtful about where they place the message. Equally as important as getting your product or service in front of the target consumer, marketers should remember to direct their message to the people who help seniors make key decisions, including family members—particularly those who live in a multi generational household—caregivers, nurses and medical practitioners. To add a layer of trust and authority to your campaign, consider adding a call to action, driving the consumer into a store or facility to speak with a professional about your product.

Another way to extend the scope of your campaign is to call upon your carefully selected influencers to show different ways of using your product,“tips and tricks” that come from someone who is viewed as an objective commentator can be really useful. This content can then be syndicated, both online within your influencers’ social channels and in print. We’re talking about blog posts that are shared on your influencer’s social channels to reach a portion of your audience, then printed in local newspapers and magazines to increase the reach and effectiveness exponentially.

Social influencers who are peers of your target demographic or people who produce content designed to engage them can tell personal and unique stories that highlight key messages around your product. This creates relevancy and builds awareness with seniors 65-plus. Working with influencers who have first-hand knowledge of your subject matter and who are used to communicating with this older demographic will give you an authentic voice and more organic, meaningful content.

Influencer managers communicating with this particular demographic may need a slightly different approach. Sometimes older influencers are not as tech-savvy as their millennial counterparts, but they want to give your campaign the best possible outcome, so be patient with them. Give them a helping hand and offer some suggestions as to possible story angles. As with younger influencers, it’s important not to stifle their creativity but make sure you’re clear about your communication goals.

It’s also important to remember that this is a diverse demographic. There are some seniors who are extremely comfortable in the online world, others who are more recent converts and might need a little hand-holding and still others for whom the internet is a baffling place. A strategy that utilizes a combination of online and print influencer communications might just be the best bet for reaching as many of your target with your particular message.

Like the rest of us, seniors enjoy useful information and will often interact with it by passing it on—whether cutting out a newspaper article, forwarding a blog post or sharing a Facebook post. And their caregivers and family members are always on the lookout for ways to make their seniors’ lives more comfortable and happy.

When properly deployed and optimized, a campaign targeting this demographic can yield a great community reaction and foster brand loyalty from a valuable and often overlooked online audience.

While the 20 somethings and even millennials may raise an eyebrow at someone over 60 doing a selfie or even having a Snapchat account, that does not mean advertisers think less of the baby boomer generation! I myself am proud and happy to say I have social media accounts on almost every social platform channel and yes, I am over 60. I am finding more and more “seniors” are comfortable and navigate the on-line world of social media very comfortably and while it is true many may be limited to Facebook or perhaps a LinkedIn account for consulting purposes, they still “get it!”

-Roy Garton

FDMC Social and Digital Media LLC

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