Category Archives: Social Media

Social Media Posting | The Benefits of Using An Agency

It’s the end of the year and everyone is saying “Marketing budgets are tight.” So, should you still be working with an agency for social media posting on your behalf? The answer? Maybe. When considering whether or not to work with an agency, each business should consider four aspects of its business:

  • Time
  • Expertise
  • Desire
  • Money

Let’s break down each of the following to determine if hiring an agency to post on your behalf is the best decision for your business!

When Should an Agency Manage Social Media Posting

If your team doesn’t have the time, expertise, or desire to post content, it is time to invest in working with an agency. This lack of time, expertise, or desire will manifest itself in many ways. Many people think that paying someone to post on your behalf is an all-or-nothing solution. For some agencies, that is true, but it doesn’t have to be!

Start by asking yourself, “When was the last time someone on your team posted to your social media pages?” If it has been awhile, why?

Time

Sometimes, your team is too busy focused on the day-to-day requirements of running a business. This is especially true for small businesses where employees have cross-functional responsibilities. They may rock wearing multiple hats, but the social media hat has started to fall down and no one is there to catch it.

Expertise

Even if someone is posting content, if no one is engaging with it, it is as if no one is posting content. When looking at social media, average follower engagement is between .5% and 1%. If you are not seeing an average engagement in this range, your messaging needs improvement.

Some businesses have the time and desire to post content, but lack the expertise. In these situations, Innereactive crafts unique marketing strategies that outline a posting schedule. In some situations, we even design branded posting templates to allow the business to post.

Desire

In other situations, a business may love sharing posts that showcase the company’s personality and culture but don’t enjoy creating and sharing educational content about products, services, or promotions. Innereactive works with clients to create posting schedules that show when we will post educational content. This allows for a decreased investment from the business and still allows the business to engage its audience with personalized content.

When Should You Keep It Internal

There are a few key features when considering continuing to do your own posting.

  • If your posting schedule has a healthy balance of brand, educational, and promotional content.
  • Your audience is taking action on the posts requesting them to do so.
  • Your average follower engagement maintains 1% or better. Anything over 1% is considered exceptionally well.

However, even if all of these things are true, if your team feels like posting content is taking too much time or no longer has the desire to maintain it internally, an external agency can help.

Paying someone to post on your behalf has been a question that plagues business owners since businesses started creating Facebook accounts. It isn’t right for every business, but for those businesses where it makes sense, it is important to pick the right partner. One that gets to know your business so well, they are an extension of your business, not just a marketing agency. We look forward to being that agency for your business.


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Heather Morrison
Heather is the VP of Operations at Innereactive and we are lucky to have her. She has over five years of experience running an HR department and enjoys helping businesses like yours find solutions to their HR needs.

Are Social Media Contests Right for Your Business?

A social media contest can increase excitement around your brand and offer an exciting opportunity for the participants to win something! Additionally, you are growing word-of-mouth advertising by inviting engagement and interaction on your page. So, is running a contest on social media right for your business? Yes, it most likely is!

The most critical step to launching a social contest is outlining your end goal. With every business and marketing decision you make, it’s important to be able to evaluate its success. To assess a contest’s success when it is over, you need to have a specific and measurable goal already defined. Common goals could include increased engagement, followers, leads, or brand awareness.

Keep Your Social Media Contest On-Brand

For a social media contest to be successful, it has to excite participants and logically connect to your brand.

Tie your contest in with your brand by both the type of contest you choose to run and the prize you offer. For example, you work at a car dealership and want to run a social media contest. Your goal might be to increase follower engagement. Try running a contest asking followers to comment with their top must-haves when purchasing a new vehicle. Using a simple question like this that talks about your product is a win-win gaining you more engagement and pushing your followers to think about making a purchase. 

Now the prize! Your prize should align with your brand and business, in this case, cars. Brainstorm different on-brand prizes that interest your audience in entering. If we are asking about a must-have in a car, maybe your prize is a gift card for accessories sold in your dealership. 

Tips for Running a Successful Social Media Contest

Now that you’ve laid the groundwork for your contest by deciding your goal and prize, it’s time to implement it! Here are some tips on how to create a successful social contest campaign.

Share Share Share!

Write your contest post with all the information necessary for followers to participate. Then share and keep your contest top of mind! You can do this by:

  • Pin your post to the top of your Facebook page so any new followers coming to your page can easily enter.
  • Share your post to your Facebook stories or on other social platforms.
  • Write another post remaining followers to enter before the contest ends!

Continue the Conversation

Your followers are engaging with your page, engage with them back! If you’re asking followers to comment on their favorite product from your business, comment back on their entry about why you think that is an awesome product too. Or something as simple as liking each entry or saying thank you to your followers for entering is a great way to continue that engagement. 

Stay Timely

Be sure to keep it timely and easy for participants to enter. If you have them “like this,” “comment this,” and then “submit this,” they will talk themselves out of putting in the effort for the prize. A good timeline to follow is 10-15 days for a contest entry period. If you do it longer, it could get lost in the algorithms, and people will forget about it. Causing a headache trying to get ahold of the prize winner.

Don’t Over Do It!

As much as you want to continuously increase your engagement and following, running a contest every other week can decrease the excitement and success of your posts. The hype won’t be there if people constantly see a contest running. As a result, most people will lose interest, and you won’t see an increase in your end goal. 

 

Ready to launch your first Facebook contest? We’d love to help you create your goal, think through the fine details, and implement your contest for success!


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Marisa Lyon
Marisa is the Finance and Marketing Manager at Innereactive, and we are so grateful to have her. She enjoys helping businesses find the right solution for their marketing needs.

Working With a Social Media Agency

A social media agency will never know your company as well as you do, but that doesn’t mean working with an agency isn’t the right decision. At Innereactive, we aim to become an extension of your business so the content we create captures your brand and your employees.

Getting to Know You

To successfully create a social media strategy for your company, an agency should first review your brand guidelines and get to know your employees. If your company does not have brand guidelines outlined, here are some ideas your agency might ask to help guide your social media strategy.

  • Does your brand have a defined color scheme?
  • What imagery preferences do you have?
  • Can you share your company culture, vision, and mission statements?
  • What goals do you have for your social media presence?

Seasonal Campaigns

One of the easiest places to build strategy and social media content is through seasonal campaigns or promotions. Understanding what promotions you have planned allows an agency to support your initiatives through social media posts strategically. Drawing attention to the products and services you are trying to promote across your platforms will lead to higher sales.

The People

Most important is understanding the people that keep your company running, your employees! People connect with companies because they like the service or product provided. However, if you only post about your services or products, you miss an opportunity to create a deeper sense of loyalty by creating human connections.

Determining What to Share

The right balance of content is a unique equation for each company. Generally, we encourage companies to focus on brand, promotional, educational, and shared content. A real estate agent might have a higher percentage of promotion content because each house listing they promote is considered promotional. However, a healthcare provider will more likely focus on educational content. Always include as many custom photos as possible, regardless of your industry, and avoid using stock photos.

Educational Content

Education content is the supporting content about your products or industry. Use this content to help consumers make an informed decision about their purchases.

Promotional Content

Promotional content ensures your customers know the benefits of being a customer. This content can include information on seasonal sales, reward programs, and soft-sell campaigns.

 

Brand Content

Brand content focuses on your company/employees and allows an opportunity to show your personality as well as how your company values align with your consumer’s values. More than ever before, consumers are interested in purchasing from a company with aligning values. We encourage all companies to be authentic about their values. Promoting unauthentic values results in greenwashingpinkwashing, or rainbow-washing claims.  

Shared Content

Tap into the Law of Reciprocity and demonstrate your commitment to and interest in your community or larger society. Look at the organizations you belong to and see if you can cross-promote an upcoming event or fundraiser.

Ready to start a beneficial relationship with Innereactive? Fill out the form below and talk with us about your social media goals and strategy, we’d love to help!


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Heather Morrison
Heather is the VP of Operations at Innereactive and we are lucky to have her. She has over five years of experience running an HR department and enjoys helping businesses like yours find solutions to their HR needs.

The Most Important Part of a Review: Your Response!

According to a study done by BrightLocal in 2022, 98% of consumers read online reviews for local businesses. Studies have shown, we as consumers are more likely to purchase if others around us, even total strangers, share a positive previous experience with that same purchase. The way customers talk about you is just as important as saying your name! So what does this mean? Having recent positive reviews on platforms like Google or Facebook can directly impact your business’s sales in a very positive way. 

Your Online Reputation is More Than A Number

While customers are focused on seeing recent positive reviews, your online reputation is more than just a number! Customers also want to see the company responding to reviews both positive and negative. A friendly, open-to feedback appearance can work wonders for your brand. This approach shows you care about your customers. If you have had some recent negative feedback, this approach can also help improve your ratings, allowing you to share recent changes you made with your company based on the feedback provided. 

How to respond to positive reviews

Responding to a positive review will help with customer retention. It shows you are actively listening to all feedback and willing to take the time to engage with real people that have walked through the door. When people know your business will see and respond to feedback, the chance of them turning into loyal customers is higher. 

A great way to respond to a positive review is first to say thank you. Then, show appreciation for the customer taking the time to share their experience. Positive reviews and high ratings are powerful social proof for attracting new customers. After showing your appreciation, tell them you’d love to see them again. It will help customers feel welcomed if you extend the invitation for them to return. Here is an easy templated response that you can use:

Sample Review Response

“Thanks *INSERT NAME*, for leaving us such a wonderful review! We are thrilled that you enjoyed your experience. We put customer experience and satisfaction as one of our top priorities, and your review reaffirms the hard work we put in to accomplish just that! We look forward to serving you again soon.”

**If you are in an industry with customer privacy regulations like Healthcare (HIPAA), there are rules you should follow when responding to reviews to make sure they are compliant. Reach out to us via the form below to get our quick guide on responding to healthcare reviews!**

 

How to respond to negative reviews

Getting negative ratings or feedback online is tough. It is understandable to get angry, defensive, or annoyed at first. But good news! Negative reviews don’t necessarily have negative consequences. On the contrary, they can add a bit of authenticity to your brand if you reply correctly. What is even more important than what a negative review says is how you respond! 

To make your reviewer feel heard and valued, you want to thank them for taking the time to share their experience. Next, you will want to show empathy and understanding for the product/company at hand, then reinforce your company’s standard values. Finally, always extend an invitation back. Here is a great templated response:

Sample Review Response

“Thank you *INSERT NAME* for taking the time to share your experience with us. We here at *INSERT BUSINESS NAME* take much pride in our customer’s success, which is why we would like to make this right. Please provide more details about this incident by emailing us at *insert email* so we can make it right. We would love to serve you again and show you our commitment to providing exceptional service to all.”

While one of the most important parts of a review is your response, first you need your customers to share their experiences! We understand that getting reviews is half the battle.  Innereactive helps busy business owners implement processes to receive more reviews and craft the perfect responses once they start rolling in.


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Marisa Lyon
Marisa is the Finance and Marketing Manager at Innereactive, and we are so grateful to have her. She enjoys helping businesses find the right solution for their marketing needs.

 

The Romans Had It Right: How to Use Social Contests to Increase Your Audience

Social media contests are an excellent way to get more followers since they raise brand awareness, boost engagement, and encourage people to learn about your company. Social media contests can get you REAL followers, and lots of them!

Finding your Target Audience

While contests can attract a broad audience, defining your target audience is important. Attracting more leads is not worthwhile if they have no interest in your brand. Think about your followers or audience and find a suitable prize for them. Try to choose a prize relevant to your brand to make it easier to transform participants into potential customers or followers. If the giveaway does not match your brand, participants may only be interested in the freebie and not engage with your business afterward. Here are some ideas to get you started:

  • Offer a free new product or service
  • Create a bundle of products related to your brand
  • Gift cards for your business

Setting Goals And Choose a Platform

Before creating your contest, take time to understand what social media is relevant to the type of goal you have. For example, if you’re looking to increase engagement, Instagram would be a good choice. However, if you’re looking to drive traffic to your website, Facebook would be a better option.

Pro tip: Make SMART goals for your contest (specific, measurable, attainable, relevant, and timebound). For example, I hope to gain 1,000 website visits within one week of running a Facebook contest.

Defining the rules

To avoid confusion, you need to define the rules for the contest. How are you going to have people enter the contest? Popular contest entry methods are liking the post, sharing the post, tagging someone in the comments, or submitting a photo/video. If you don’t have a large following, I recommend starting with an easy entry option, such as tagging someone in the comments. This will create followers and engagement since people won’t have to work to submit something. Users must engage with the contest post (and brand) as much as possible to increase their chances of winning. This campaign is ideal for companies looking to boost their social media presence!

Pick the winner

Once the contest is over, it is time to pick the winners! There are a few ways that you can pick winners fairly. If you are running a contest with no answer, but just entries, we suggest using an online tool like Wheel of Names to pick a winner at random. If you have a contest that needs a specific answer to win, choose the person who has the correct answer! Finally, if there are multiple with the correct answer, enter them into the Wheel of Names. 

After your contest ends, track your results and see what worked and what didn’t. Then use these findings to optimize future contests for success. Remember, a successful contest starts with a goal.


Determining that goal can be challenging, which is why an annual marketing strategy is beneficial. Although running your business is what you do best, let us help you create successful contests as part of your marketing strategy!


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Marisa Lyon
Marisa is the Finance and Marketing Manager at Innereactive, and we are so grateful to have her. She enjoys helping businesses find the right solution for their marketing needs.

 

Social Media Analytics: What’s important to track and how to find it? 

Social media analytics is the data collected from social media platforms that you can evaluate to make business & marketing decisions. These analytics are more than just likes and followers on your social media account. When you track, report, and analyze the correct data, you can discover key areas of influence you can affect to reach your business goals.

Result Based Metrics

Engagement

Comments are the most common social signal on Facebook and other social media sites. Comments show that people like your business and want to engage with it. Many platforms recognize this interaction as high-value and will show your posts or higher in feeds. So how do you develop content that will promote comments? Try posting content that encourages your audience to engage by commenting on your posts.

Tip: the more you can get within the first hour of posting, the more powerful they are.

Clicks & Conversion Rates

The dynamic duo! Clicks are a great way to track if your audience is interested in your message and if they want to learn more. If you are getting many likes, but nobody is clicking through to your website or taking action on what you are posting, it doesn’t matter! Tracking the number of clicks and comparing successful vs. unsuccessful posts will help you determine what needs to be changed.

Tip: Always ask yourself, “how can we get more clicks?”

Conversion actions take a bit more strategy and work to determine, but they are everything! Getting clicks is step one. Step two is your goal! Do you want to generate 10x leads a month from Instagram or sell $500 more per month because of Facebook posting? Setting us conversion tracking on your website and social media will answer if you reached these goals or not. When analyzing your conversion data, ask yourself these questions:

  • What is your audience doing once they click on your link?
  • Which areas of your website are they engaging with most?
  • How much are you paying per conversion (CPC)? Does this align with your goal or profit margin?
  • What post keywords or topics lead to the highest rate of conversion?

Again, you’re doing great by getting traffic from your social media to your website with high click rates! But if those clicks are not driving conversions, something is off. The only way to figure this out is to track it!

Metrics to Help Planning & Development

Hashtag Performance

As with all social media strategies, don’t use hashtags just to use them. Put thought and research behind your content! Some posts & platforms perform better without hashtags. Instagram, for example, loves the use of hashtags and can significantly improve your content performance and reach. To track your hashtag performance on Instagram, click “View Insights.” From here, you can see if the hashtags discovered your post.

Optimal Post Time

One of the most common mistakes is thinking the best time to post is when your audience is online and active. While once correct, this is the time most businesses post, making it far more competitive to get your message across. Analyze when the best time for you to post is directly on the social platforms and try changing your posting schedule as the data changes.

Social media can be a powerful tool for the success of your business if used correctly. It’s more complicated than just throwing up a few posts each week. However, if you dedicate time to analyze and test your content, it will only benefit your business!

 


If you feel like your social media is not working for you, we can help! Our team will help determine your social media goals, key metrics, and develop the content to produce results!


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Marisa Lyon
Marisa is the Finance and Marketing Manager at Innereactive, and we are so grateful to have her. She enjoys helping businesses find the right solution for their marketing needs.

 

What is SEO and how can I improve mine?

SEO stands for Search engine optimization, but what does it truly mean? Optimizing your site for search engines allows them to consume your site’s content as efficiently as possible, allowing new and returning traffic to find your site easier. So, where do you begin? When working with Innereactive on a website design, we will make many of these choices on your behalf to optimize your website SEO or walk you through any decisions needed. If you’re looking to set up a new site or improve on an existing site on your own, here are our tips and tricks!

New Website SEO

When establishing a new website, first sit down and determine what type of traffic you expect and outline your target audience. Narrowing down an audience will allow you to focus on the keywords that will perform best for your needs. For example, suppose you are a brick-and-mortar store looking to optimize for local users. In this case, place less emphasis on globally applicable terms and focus your keywords on geographic features coupled with your industry. (Ex: Eyecare in Detroit, Lawncare in Grand Rapids, etc)

Optimizing Existing SEO

Before making any changes to your SEO, the first step should be establishing a baseline of existing performance. Use this baseline to determine if your changes improved or hurt your site performance. A baseline can be established through a variety of metrics, the easiest being pulled from existing analytics platforms like Google Analytics or Google Search Console. Some of the more important metrics to focus on are:

  • New Users
  • Returning Users
  • Average Engagement Time
  • Keyword Results & Ranking

Using the above data points will give you insight into what drives successful performance on your website. If you plan to run a digital ad campaign, keyword results can be invaluable to provide insight into already successful search terms related to your business.

What Affects SEO Optimization?

Search engines place a lot of emphasis on data like keywords and meta descriptions to discover your website content properly. But there is much more that goes into SEO of a site! Many search engines also factor in the frequency and freshness of content, social media presence, backlinking, site mobile usability, etc. So how do you use this knowledge to your benefit?

Blogging

If your industry is suited for it, blogging can be a fantastic way to bring frequent and relevant content to your site. When recognized by search engines, this new and recurring content proves your business is still active and relevant. Coupled with driving new and returning visitors to your site, blogs can be a powerful marketing tool for your business.

Social Media & Backlinking

Social media platforms such as Facebook, Instagram, and Linkedin expand your potential website reach and can create a healthy network of backlinks to your site. There are many tools out there to help analyze your existing backlink structure and allow you to identify who is referring traffic to your site. We are a fan of Ahref’s tool, which offers free and paid options for all business scales. Ready to take your social media to the next level with digital advertising? Check out our blog about Paid Social Advertising or reach out to us today!

Mobile Usability

With 4 out of 5 users browsing and shopping on their mobile devices, search engines include metrics like how fast a site loads and how easy it is to use on a mobile device to determine results and rank. If your site is not mobile optimized, you may be losing a lot of potential user engagement. To learn more about how to optimize your website for mobile usage, check out our article about mobile-first design.

As you can see, SEO is a large and complex topic with many aspects to factor in and adjust. If you are interested in improving your website performance and SEO, fill out the form below or subscribe to our blog for future tips and tricks! We are excited to help you grow your business online.


If you are interested in improving your website performance and SEO, fill out the form below or subscribe to our blog for future tips and tricks! We are excited to help you grow your business online.


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Josh Glovak
Josh is the Web Development Manager at Innereactive. He finds a lot of enjoyment in the puzzles and problem solving that comes with managing a web department. Josh chases that desire of making faster, cleaner, and user-friendly websites.


 

Understanding Paid Social Advertising

A complete social media plan should include both paid and organic social media strategies. Paid social media ads are a staple in marketing strategies across small and large businesses to build awareness and drive sales. Organic social media traffic is great to build engagement and loyalty but can take days to build due to site algorithms. Paid social advertising can give you an extra boost in traffic at a speed that organic posts can’t match.

What is Paid Social Advertising?

Have you ever seen a “sponsored,” “promoted,” or “ad” tag near posts on social media or a Google search? Those are examples of paid advertising. Let’s look at a few different social media platforms and how advertising on each could benefit your business! It is essential to understand that each platform offers different benefits to determine what social media platforms would best promote your business.

Facebook

Facebook provides two main advertising options for your business page, to create an ad or boost a post. The main difference between these ad types is your ability to target an audience based on geography, interests, demographics, and more.

Boosted Posts

A boosted post is one that you would post to your company’s page and pay Facebook to expand the range of the post. Facebook allows you to choose who to reach, your maximum budget, and how long to run the ad when advertising in this manner.

Facebook Ads

Creating a Facebook Ad is a great marketing tool, especially when you have a specific goal in mind because you can fully customize your ad.

Instagram

To run ads on Instagram, you will need a business profile. Lucky for you, Facebook owns Instagram, so you can manage all ads for both platforms on Facebook. Your budget will determine the Instagram ads timeline. Instagram ads focus heavily on visual content and look the same as regular posts, which are less intrusive. Instagram ads will measure the success of your ad campaign based on awareness (reach and recall) rather than follower counts, likes, or comments.

Google

Google ads are a crucial marketing tool for any business looking to get meaningful ads in front of a targeted audience. Google’s algorithm will show your ads to the right people, in the right place, at the right time, allowing businesses to reach anyone who uses Google to search for information. Google ads offer different ways of targeting your audience compared to social media sites, allowing you to target your audience based on:

  • keywords
  • location
  • time/frequency
  • or what devices to appear on.

 


If there is an area of your business you would like to grow with paid social advertising, share the details with us and we can create a proposal for you!


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Marisa Lyon
Marisa is the Finance and Marketing Manager at Innereactive and we are so grateful to have her. She enjoys helping businesses find the right solution for their marketing needs.


SEO and Social Media

Some experts have said that if content is king, distribution is queen. Building SEO and gaining credibility for your website is only possible if you create and optimize good content. There are other things you can do to distribute your content on social media and other channels, and ways that you can set up your social media pages, to help SEO as well. Continue reading

5 Ways to Optimize Your Social Pages for SEO

Search engine optimization (SEO) is when you purposefully write and create digital content so that search engines more accurately represent your company, and understand your services, reputation, and credibility. Social media doesn’t always help your website SEO because few search engines and social platforms work together to translate your Facebook page fans, for example, into an amount of popularity or credibility that is linked to your website. How you craft your social pages still matters for SEO, however, and there are five easy ways for you to optimize your social pages to boost your digital reputation. Continue reading