UNDERSTANDING THE SOCIAL CUSTOMER FOR SMALL & …jenniferbrowne.ca/wp-content/uploads/2020/04/Marketing-Ebook-1.pdf · Entrepreneur.com, Content Marketing Institute, Marketing Land,

UNDERSTANDING THE SOCIAL CUSTOMERFOR SMALL & MEDIUM BUSINESSES

SOURCESAdWeek, AdAge, MarketingMag, Forresters, Pew Research, Smart Insights, ComScoreEntrepreneur.com, Content Marketing Institute, Marketing Land, Regalix, and Hubspot. f reshandf i t vancouver.com

DID YOU KNOW

WHO WE ARE We know you’re busy building your business, and the last thing you want to do is worry about staying relevant and consistent on social media.

At Fresh + Fit, we provide original content marketing and social media management for business owners like you, every day. We happily write your blogs and manage your socials, so you don’t have to!

The best part? To protect the privacy of our clients, we provide white label service. (We don’t kiss and tell.)

Today’s marketing and advertising is very different from yesterday’s, and is continuing to grow and evolve at light-ning speed. At Fresh + Fit, we develop online strategies and corresponding campaigns to help YOUR business succeed in the current communication landscape.

CONTENT MARKE TING+ SOCIAL MEDIA MARKE TINGExpand Your BrandActively ensure that your brand is visible online through strategic social media, unique content curation, engag-ing campaigns, and a variety of digital marketing strate-gies. We want to help you succeed, and we know how to accomplish this.

We’ll use personalized media and original content to make your brand stand out—because your brand is different, and your online community should know that.

Share Your StoryYour business has a unique story to tell, and people are waiting to hear it. We’ll not only help you control the narrative, but also leverage social media, content mar-keting, and inbound leads to bring your relevant stories to life.

People want to hear about what makes your brand different; not that you are exactly like everyone else. We can help you discover what makes your business better—and then we’ll campaign around that.

Create an Online CommunityCreating an online community helps potential and current customers find you, and also helps to develop a relationship with your brand. These types of communi-ties can serve as focus groups for marketing and product ideas, providing invaluable information that will help your business grow to meet your community’s wants and needs.

Fresh + Fit can accomplish building your successful com-munity by growing your social presence and writing fresh, dynamic content for your website—this signals to Google that your brand is both relevant and credible.

JENNIFER BROWNE Jennifer Browne is a published author, magazine writer, freelance editor, and health blogger. Although she over-sees a variety of work for Fresh + Fit Vancouver, she likes to focus on writing, editing, promotion, and public relations and leave the rest up to her amazing team members (aka: The Pros).

VANCOUVER’S WHITE LABEL BOUTIQUE AGENCYcontent marketing + social media management



61%

50% | 57% | 32%

64%

78% | 81% | 55%

78%

85% | 79% | 31%

DE VICES OWNERSHIP BY GENER ATION+ PERCENTAGE OF SEARCHES RESULTING IN A LOC AL PURCHASE

Millennials Generation X Baby Boomers

49% of consumers use

social platforms to make a product and service

discovery ora purchase-relatedaction including...

30% to take advantage ofdiscounts/special offers

27% to seek an opinion abouta brand or product/service

19% asking for informationbefore a purchase

18% asking for informationafter a purchase

SOCIAL MEDIA PL AYS A KEYROLE IN PURCHASE DECISIONS

47%

CONSUMERS SEARCHINGTHE INTERNE T ON MOBILE

98% of mobile owners usesocial media platforms

84% of mobile owners uselocation-based services

80%

MAPPING THE SOCIAL & ALWAYS CONNEC TED CUSTOMER JOURNEYKnowing how to reach your business' target demographic means understanding how they're searching for what they're looking for online. The majority of online users are using mobile devices. This is important to know, because it helps you tailor the online experience to your potential customers or clients.



75% of SMBs believe

content marketingis attracting new

customers

71% of SMBs use social

media platformsto promote their

business

56%of SMBs plan to

increase spendingin contentmarketing

47% of SMBs have

a mobile-friendlyresponsive

website

BEST PERFORMING MEDIAIN CONTENT MARKE TING

23%Videos

22%Images

18%Offers

15%Articles

12%Reviews

10%Infographics

CONTENT MARKE TING CHANNELS USED BY SMBSocial mediaEmail newslettersBlog postsVideosCast studiesImages or photosInfographics

94%87%84%83%82%75%71%

SMB GOALS FOR CONTENT MARKE TINGSalesEngagementLead generationBrand awarenessCustomer retentionLead nurturing

93%83%81%78%75%75%

SMB CONTENT MARKE TING CHALLENGESProducing engaging contentMeasuring content effectivenessProducing content consistentlyMeasuring return on investmentProducing varied content

65%58%58%49%40%

THE IMPOR TANCE OF PRODUCING COMPELLING CONTENT MARKE TINGSocial media is the most effective way to inform your business' preferred audience about new sales, promotions, and products. If you're not using compelling content on social to assist you in your marketing efforts, you're missing out on a huge percentage of your target demographic.



81% of customers

shop where theirexpectations

are met

78% of customers get

frustrated withpoor customer

experience

47%of customers will

go to a competitorafter a poorexperience

68% of customers will

never go back oncethey switched to

a competitor

SOCIAL MEDIA MANAGEMENT IS KEY TO THE CUSTOMER EXPERIENCECustomer experience outweighs everything else when it comes to content marketing. By crafting great content and sharing that information online with your target demographic, your business is revealing what it values and creating an online atmosphere of education and helpfulness.

WHAT CUSTOMERS EXPEC T FROMSOCIAL MEDIA ENGAGEMENT

88% of consumers are more likely to become more loyal to a company that address their online feedback

96% of consumers prefer getting to know a brand via content marketing rather than promotional ads

84% of consumers trust social mediaword-of-mouth recommendationsfrom online brand influencers

94% of consumers share educationalinformation from a companywith their social network

70% of consumers want to do business with brands that have values similar to their own

It takes 12 positive experiences to make up for1 unresolved negative online review

A 5% increase in customer loyalty can raise on average profit per customer by 25%-100%

On average 80% of consumers will happily pay more for a better customer experience

By 2020, customer experience will overtake price andproduct/service as the key diferentiator

312

+5% +25%-100%



73% of successful small andand medium businesses

plan on increasing budgetto boost their video

content production inthe next 12 months


see producing newvideos as part of theirongoing business not

a one of campaign


deliver fresh and shareablevideo content on aregular basis acrosstheir social channels

DID YOU KNOW

ShoppingBag

The brain processes video

60,000x faster than text

V IDEO IS THE MOST EFFEC TIVE CONTENT ON ALL SOCIAL CHANNELS Currently, video marketing is the most effective way to relay a brand's message creatively and succinctly. Online userswatch more video than ever before, and it's been proven to be more engaging than reading a blog post. In fact, your customers are more likely to buy your product after watching a video about it.

83% more likely to share

a Facebook postwith a embedded

video in it


a Tweet with avideo or a link

to a video


an Instagram postwith a video

in it


a website witha homepage

video

LOOK HOW MUCH CUSTOMERS LOVE VIDEO CONTENTClick on emails containing videosFind videos more engagingShare videos with their networkSee videos as helpful Stay on pages containing videosMore likely to buy after watchingPrefer a video over a brochureEngaged after watching a videoPrefer shorter (60/90s) videosHave spent more after watchingTrust video ads better than print

96%94%92%90%80%64%59%49%46%37%36%

Documents

UNDERSTANDING THE SOCIAL CUSTOMER FOR SMALL & …jenniferbrowne.ca/wp-content/uploads/2020/04/Marketing-Ebook-1.pdf · Entrepreneur.com, Content Marketing Institute, Marketing Land,