Archive | August 2016

Quote of the Day

“Attempt the impossible in order to improve your work”

BETTE DAVIS

 

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The human side to SEO: the power of personas

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New Release from Aplus Plastic Box Co

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GTB43BTKa

New Release from Aplus Plastic Box Co is the stunning new 20 Drawer Tool Cabinet.

Features include:

 20 Drawer Base Cabinet

PN: GTB43BTK

  • Twin gas strut top lid
  • Self locking drawers secure

contents while cabinet is in transit

  • All drawers feature drawer liners
  • Features a work bench with

removable rubber mat.

  • One lock for all drawers
  • Stainless steel side handles
  • Twin push-lock casters
  • Wall bumpers on all 4 corners
  • Double runner bottom drawers
  • Features a work bench with

removable rubber mat.

Cabinet: 1070W x 461D x 1495H mm

Top chest: 850W x 385D x 80 mm

Full width drawer: 569W x 400D x 75H mm

8 x Left side drawers:

569W x 400D x 75H mm

1 x Right side bottom drawer:

569W x 400D x 154H mm

9 x Right side drawers:

296W x 400D x 75H mm

1 x Right side bottom drawer:

296W x 400D x 233H mm

Weight: 150 Kg

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3 Tips for Winning the Loyalty of Your Customers

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By:Phil Barrett

You’re an entrepreneur who has successfully navigated the shopper journey ecosystem to generate new customers — only to see most of them never return. We all know the way to a great, positive ROI is to keep more customers than you lose, so what can you do to increase retention rates and actually create loyal customers?

1. Forget spray & pray.

If you’ve had success in driving new customers to your business, chances are you already know quite a bit about them, including where they came from — referring website, social media platform, search engine, etc. — as well as a few things about who they are and what motivated them to come to your website, app or place of business in the first place. Given that, why are you sending all your customers the same message with the same offer at the same time?

Related: 4 Undisclosed Secrets About Personalized Marketing

Whether you are sending emails, mobile or social notifications, text messages or even direct mail, make sure you personalize your communications beyond including their name and address. The more you personalize your interactions with your audience based on what you’ve learned from them, the more likely they are to reward you with a second click, call or visit.

You don’t need to personalize each communication to every single person — we call that 1:1 marketing, which really isn’t practical for most businesses. Instead, create customer groups, also known as segments, of customers based on common traits, including buying or intent behavior.

You can start simple and create a few broader segments like geography, age and sex, which can then be refined into smaller segments once you have learned more about your customers.

2. Give more to get more.

Go one step further and make sure your offer, deal or call to action is more personalized to your segment. Just offering the lowest price isn’t going to create long-term loyalty, as customers in this scenario just stick around until a better offer presents itself. Don’t pay people to be loyal to your business — give them a reason to believe in you and what you stand for, and treat them as individuals. You’ll find that people will not only stick around longer, but are more likely to become advocates for your product or service.

If paying for loyalty by offering the lowest price isn’t a great strategy for building truly loyal customers, then what can you do? People are generally motivated by two things — recognition or rewards. Think about what you can offer your most loyal or engaged customers beyond a price discount.

Related: 5 Ways to Grow the Value of Each of Your Customers

Start by understanding what your customers value most. Is it choice? Convenience? Community? Exclusivity? If you don’t know what they value, ask them in your next communication, and start making a list of things of value you can offer those who demonstrate loyalty to you.

This could be an express lane in your store for “members,” access to exclusive content online, early access to a product or service, access to subject matter experts who can provide free tips or advice on a topic, or be as simple as giving your best and most engaged customers a badge that recognizes their contribution on their online profile with your website or app. You could even hold member appreciation events or meet-ups for your top customers.

The cost of keeping your best customers engaged should far outweigh the long-term value (or LTV) they will generate for your bottom line. You also don’t have to give it all away at once either. Save the best rewards or recognition for your top two to three percent of your top users. They are probably driving the majority of your repeat business anyway and deserve it.

3. Offer content that doesn’t suck.

If you are producing content for your website, newsletter or app, make sure it’s complementary to your product or service. Be true to your brand attributes and keep your voice consistent — whether that’s being helpful, authentic, witty or totally serious.

Just make sure your content doesn’t suck. And if you allow others to promote or sponsor your communication channels, make sure you clearly label them as such. If customers feel misled by your content and communications, you will break their trust, which will destroy their lifetime value to your business.

Related: 6 Small Differences Between Average Content Strategy and Genius Strategy

It matters less where you are and more about how you are. With that said, know your audience and engage them with content that supports your brand and your value proposition in the channel of their choice. That could an email, newsletter, a Snapchat story, a YouTube channel or even a weekly podcast.

It also helps to tell your new customers what to expect from you after the initial engagement. Make it easy for them to manage their interaction channels with you through a preference center of some sort. Making it hard to unsubscribe or manage preferences is not likely going to help you build loyal customers.

In summary, get to know your customers, treat them fairly and equitably while building a program that will both recognize and reward those who are most loyal. Do this, and you will be rewarded with an ongoing share of loyal customer wallets that will cost far less than acquiring new ones.

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The Complete Instagram Hashtag Guide for Business

 

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If Instagram marketing is a medieval battlefield, you, the social media pro, are the gallant knight and the hashtag is your trusted sword. Wield it well and you will bring honor (brand awareness) to your noble kingdom (company).

This guide will teach you how to be as prolific with the Instagram hashtag as Sir Lancelot was said to be with his sword. Learn why you need to be using hashtags, how to use them, and which ones to use to conquer your social media goals.

If you need help with the photo- and video-sharing platform beyond the hashtag, discover all our Instagram marketing blog posts, guides, and resources here.

Ready to get started? Read through the guide from start to finish or click on a specific section in the table of contents to jump right to it.

Table of contents

What is an Instagram hashtag?

Why you should use Instagram hashtags

How to add a hashtag to an Instagram post

How to choose the right Instagram hashtags

How many Instagram hashtags should you use

Using brand hashtags on Instagram

Instagram hashtag tips and best practices

Popular Instagram hashtags your brand should be using

Bonus: Download a free checklist that reveals the exact steps an adventure photographer used to grow from 0 to 110,000 followers on Instagram with no budget and no expensive gear.

What is an Instagram hashtag?

An Instagram hashtag is a word or phrase comprised of letters, numbers, and/or emoji preceded by what was once referred to as the pound symbol (#).

Instagram hashtags categorize content. Click on a hashtag and you’ll be able to browse posts that have been tagged with it. Attach one to your own photo or video and it will be discoverable to anyone searching the hashtag. How likely it is to be seen by other users depends on how often the hashtag is used, how popular your post is (does it already have a lot of likes and comments?), and how strong your following is.

Why you should use Instagram hashtags

Hashtags help Instagram users discover content and accounts to follow. The right hashtag, or combination of hashtags, will expose your brand to large and targeted audiences. By making yourself more discoverable on Instagram, you have a better chance of attracting new followers, getting more likes, and increasing engagement. Indeed, posts with at least one hashtag average 12.6 percent more engagement than those without, according to a study by Simply Measured.

How to add a hashtag to an Instagram post

Hashtags can be added to your posts as captions or comments. Assuming your Instagram account is public, a hashtag will make your post discoverable on the corresponding hashtag page. To tag a post with a hashtag in the caption:

  1. Take or upload a photo or video
  2. Choose whether or not to add a filter (and/or use Instagram’s other editing options), then type # followed by text or emoji in the caption field
  3. Tap OK at the top of the screen
  4. Select SHARE

If you want to add hashtags to a post you’ve already uploaded, tap the three dots in the top right corner of your screen and select Edit. You can also add hashtags post-publishing by tapping the speech bubble under the photo and typing the hashtags in as a comment.

As mentioned, numbers and emojis are allowed in hashtags, but spaces and special characters, such as & or $, won’t work. Two other important things to remember:

  • You can only tag your own posts, not other users’ photos or videos
  • You can use up to 30 hashtags on a single post. If you try to use more, your comment won’t show up

How to choose the right Instagram hashtags for your brand

The hashtags you want to use will depend on what space your business operates in.

Let’s say you’re a social media manager for a travel agency. There are a ton of Instagram hashtags that are popular with jet-setters: #welltravelled, #justbackfrom, #whatsinmybag, and #passportexpress—to name a few. Tag your posts with any number of those and you will likely get a few extra likes. But if you really want to increase engagement and gain quality followers, include more specific hashtags. If you post a photo of a travel destination, tag it with relevant location hashtags and the resort’s branded hashtag, if there is one.

How do you discover hashtags that your target audience is searching? Try the following tactics.

4 tips to help you find the right hashtags

  1. Check out what hashtags your competitors are using. Maybe you’ll discover new hashtags to add to your repertoire. Or you could decide you don’t want to compete for the same eyeballs, in which case you can search for alternative hashtags to use.
  2. Use hashtags that influential people in your industry are using. These people are already well-established with your target audience, so why not learn from the best?
  3. Consider related hashtags. Browse through posts containing a hashtag you’re already having success with. Do you see a trend of any other common hashtags that could be included in future posts?
  4. Use Instagram’s search function. Type in a keyword that’s relevant to your brand into Instagram’s search bar then select the Tags tab. Instagram will give you a list of all the hashtags with that keyword as well as a number of posts that are tagged with it. Remember: a large number may mean a large number of people following that hashtag, but it also means there’s a ton of content your post could get buried in. Experiment with a combination of popular and niche hashtags.

When it comes to choosing Instagram hashtags, the golden rule is: use only hashtags that are relevant to your brand, industry, and target audience. #Love is one of the most popular hashtags on Instagram, tagged in over 893 million posts. But your company is not going to attract that hashtag audience if you put it on a photo of your boring boardroom. Continually tag your photos with popular but unrelated hashtags, and someone might flag you as a spammer.

How many Instagram hashtags should you use

Instagrammers aren’t as susceptible to hashtag fatigue as Facebook and Twitter users are. According to a TrackMaven study of Instagram accounts with 1,000 followers or fewer, posts containing four or five hashtags received an average of 22 interactions compared to 14 interactions on posts with zero hashtags. Even with posts containing 11 or more hashtags, engagement was still well-above what it was on posts without hashtags.

Instagram Hashtag

Still, that doesn’t mean you should tag every post with 30 hashtags (the maximum Instagram allows per post). Tagging your photos and videos with the most popular hashtags will probably gain you new followers, but they’ll likely be the wrong kind of followers—spammers or people only interested in being followed back. And using too many hashtags might dilute your message and make you seem desperate.

Let the content of the post decide how many and which hashtags to use.

Using brand hashtags on Instagram

What is a brand hashtag?

A brand or branded hashtag is a hashtag that’s unique to your business or campaign. It could be as simple as your company name, tagline, or the name of one of your products. Or it could be the name of an Instagram contest you’re running.

Herschel Supply Co. uses a few branded hashtags, including #herschelsupply and #welltravelled. The latter was created for a campaign to encourage customers to share travel photos featuring Herschel products. Now tagged in more than 1.15 million posts, it is often cited as one of the most popular travel hashtags on Instagram.

https://www.instagram.com/p/BISou_GgTob/embed/captioned/?v=7 

How to use brand hashtags

Like Herschel, you can create a brand hashtag for a specific campaign or to simply showcase your company culture, products, or services.

If you’re running an Instagram campaign, having a brand hashtag will help drive participation and engagement. It will also organize all the posts that are tagged with it on a  hashtag page. This is helpful if you’re using the hashtag to collect entries for a promotion or contest submissions.

Hootsuite did this for our #IWorkFromHere contest in which we asked participants to upload a photo of their workspace to Instagram (or Twitter) using the Hootsuite mobile app.

https://www.instagram.com/p/BHE-qYQhqdf/embed/captioned/?v=7
Because all submissions had to be tagged with #IWorkFromHere, they were automatically categorized and collected on a hashtag page. Beyond specific campaigns, Hootsuite also uses #HootsuiteLife to showcase our company culture.

https://www.instagram.com/p/_VKvrICxg3/embed/captioned/?v=7

Instagram hashtag tips and best practices

A review of what we’ve learned so far, plus a few more strategies to help you achieve your Instagram goals.

Don’t use too many or irrelevant hashtags. Instagram lets you work with up to 30 hashtags per post. But if your try to sneak a popular hashtag into your post that isn’t relevant to the content you will muddle your message—or worse, be exposed as a spammer. Tagging your post with a dozen hashtags is acceptable and may help drive engagement, but only if all 12 hashtags align with the content you’re sharing.

Use specific or niche hashtags. The more specific the hashtag, the more targeted your audience will be. And a targeted audience means a higher chance of quality engagement. As we explained in our previous post, The Do’s and Don’ts of How to Use Hashtags, if you’re after Volkswagen lovers the hashtag #vwvan will earn you a lot more of your desired followers than a broad hashtag like #van will.

Don’t forget about popular hashtags. As long as they’re relevant to the post and used sparingly, popular hashtags can help expand your reach without making your efforts look desperate.

Double check to make sure that hashtag means what you think it means. You could inadvertently associate your brand with a raunchy or nefarious campaign. When you combine two or three words together, that can spell out words you didn’t mean to. Before using any hashtag, be sure to browse through the hashtag page to ensure the associated content is what you think it would be.

Keep your brand hashtags short, simple, and easy to spell. That way your fans and customers can easily remember it. You want to be specific, but something like #SanFranciscoLuxuryCarEnthusiasts for a high-end auto show won’t catch on because it has too many characters. “#SFCarLovers” makes more sense in this case.

Hide your Instagram hashtags. If you don’t want to clutter your captions, there are two ways you can “hide” your hashtags.

  1. Include them in the comment section below your post. Once other people leave a few comments, the hashtags won’t be viewable unless the option to See all is selected.
  2. Alternatively you can separate your hashtags from the caption by burying them beneath dots and line breaks. In the caption or comment box tap the 123 key. Select return and then enter a period. Repeat those steps at least five times. Instagram caps off captions after three lines so the hashtags won’t be viewable to users unless they tap the more option.

Instagram Hashtags

Popular Instagram hashtags your brand should be using

No matter how popular they may be, you should avoid hashtags that desperately solicit Likes and followers—#followme, #like4like, #follow4follow, #tagsforlikes, etc. Using these will attract only bots, spammers, and others users who have no intention of engaging with your brand in any meaningful way.

But again, that doesn’t mean you should ignore every popular Instagram hashtag trend.

Tagged in over 330 million posts, #TBT (Throwback Thursday) is one of the most used hashtags on Instagram and a perfect nostalgia marketing opportunity. If your brand has a past, use #TBT to share it. If your brand is brand new, you can use the hashtag to dig into the history of your products or industry.

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