A Newcomer’s perspective:
Digital Summit Detroit was an invigorating and empowering experience for me as a newcomer in the industry. The way the MILO team all banded together to learn more so that we can provide the best service as fellow marketers was moving. I have been to many conferences before, and none have kept me as engaged and charged throughout its entirety as Digital Summit. There were several different aspects of the summit that I enjoyed, but there are a few key takeaways I think will really help me better myself in this industry. After attending all the speaker sessions there are a few things as a digital professional that I want to apply to my everyday work!
“Sometimes you have to plan for the unplannable.” – Brandon Chesnutt
Brandon Chesnutt from Identity taught us that working in social media means if a crisis does arise, we are at the frontline. Here are some questions we should ask ourselves before this occurs:
Do you have a process in place to address the crisis?
Do you have rules for engagement? If so, what is your approach?
Are your “non-specialist” trained to give basic responses during a crisis?
It is important to have a plan in place, test it and conduct a post-mortem so you can fix issues with your plan before a crisis occurs – though of course, we all hope that never happens. Too often brands don’t make crisis response a priority and are ill-prepared for when one happens.
“The play button is the most compelling action on the web.” – Jason Hsiao
During this session with Jason Hsiao from Animoto, I learned businesses need to learn how to speak the language of video. As a social media manager video is not something new and groundbreaking to me, but it is definitely something that I do not use enough. I learned getting into video is as simple as this: start where your audience exists. There is no need to create a new platform for video. You can even use the same content, just translated in a video instead. Basically, your audience is more likely to engage with a video, than to click on a link to an article. A video can be a useful and more effective way to get your message across to your audience.
The world of humor and marketing are more similar than I thought.
“Humor helps me connect with people, and helps me fit in. What else does that? Besides… Marketing.” – Scott Dikkers, Founder of The Onion. This statement really opened my eyes. Most people would think, “my client has nothing to do with humor so how is Scott Dikkers going to tell me anything worthwhile about marketing?” Well, they are wrong. The moral of Dikkers’ keynote was that you may have to put yourself out there to achieve your goals. This doesn’t necessarily mean being vulgar and humorous like The Onion. It can mean doing the most “out there” thing that appeals to your audience, or the audience of your client.
I wasn’t the only one to gain great insights from the Digital Summit. Alexus Bomar, one of MILO’s social media managers, gained valuable information to use for her clients as well.
“My favorite session out of both days was “Long Story Short: How Brands Can Create Quick Captivating Content Using Instagram Stories.” Even though I knew a majority of the information discussed, it was a great refresher and gave me some inspiration for things I can do for my clients. One thing I didn’t know was over 300 million people use IG Stories every day so it’s another great way to connect with the brand’s audience.” – Alexus Bomar, social media manager
As a whole, MILO gained a considerable amount of insight from the Digital Summit! The MILO team was excited to be a part of the event and look forward to putting the knowledge we gained into practice.
There’s really no better way to say it than this: Videos are a must to be successful on social media, but especially so on Facebook with the changes that have come down the pipe.
Correction: Quality videos are a must to be successful on social media.
It’s easy to post a video on Facebook, but if you’re not making sure it’s in line with your social media strategy or has a strategy built around it, the odds of success are not in your favor. According to Cisco, 80 percent of all content consumed online will be video by 2019 and that’s only six months away folks. The time to get going on videos was yesterday, so if you could use some guidance on how to correctly incorporate them into your Facebook strategy, you’re in luck, MILO is here to dish out some advice.
Focus on what matters
Gone are the days of relying on metrics like views and followers to judge the success of your videos. In fact, Marcus Sheridan, of The Sales Lion and IMPACT fame, stressed at Social Media Marketing World 2018, that you need not get caught up with the things that don’t matter, such as views.
According to Sheridan, you have to establish other parameters to measure success early on and determine the KPI’s that will dictate if you’re winning or not. Your video can have a million views, but if none of those views have generated sales for the business, are you truly winning?
Brian Fanzo, founder of iSocialFanz, is another social media expert who is urging marketers and businesses to say goodbye to vanity metrics, as Facebook is all about those meaningful interactions now. For Fanzo, the focus now is on bringing authenticity and creating participatory content when building out your social media strategies. By the way, did you know that Facebook Live gets six times the interactions than native videos on Facebook?
Content is Still Key
Mari Smith, Facebook’s designated “Small Business and Facebook Marketing Expert” shared an interesting statistic at SMMW 2018 – people gaze five times longer at video than static content on Facebook (and Instagram). Due to this, we need to move away from the whole “buy my stuff” style of copywriting and begin thinking about the videos we create from more of a screenwriter’s viewpoint. Remember, relationships first and business second.
If you’re wanting to move the sales needle, remember these five types of content which are favorites of Sheridan:
- Content that is willing to look at the good, the bad and the ugly. To create trust with the customer, you must be willing to look at all sides. Remember, it’s not the competition who is keeping your lights on, it’s the customers and they value transparency.
- Content that openly discusses money, costs, pricing, rates, etc. Did you know that 90 percent of businesses won’t address the cost of their service/product online? Take a chance and be one of the 10 percent who will.
- Content that is willing to turn customers away. This one is important: don’t be afraid to tell folks exactly who you are and what your company can do, including what you’re not.
- Content that promotes self-selection. “For me” searches have increased 130 percent over the past two years and “Should I” searches are up 60 percent. Incorporate this in your content strategies.
- Content designed to replace or facilitate the traditional buyer experience. “First Ride” and “Shop With Me” videos continue to see their popularity surge, which is telling of what social media users are looking for.
Videos on Facebook are here to stay and if your brand implements some of these tips, you’ll see some encouraging results.
Businesses use social media platforms like Facebook and Twitter to connect with their audiences and promote services, but over the years Pinterest has grown to become a powerful search platform to further target audiences before they make a purchase.
According to Pew Research Center, only 29% of U.S. adults use Pinterest but learning how to maximize and best use this platform can be key to an increase in clicks, email subscribers and sales.
Pinterest is commonly used to browse around for something to use in the future, narrow down ideas or find something specific. Today, businesses are taking advantage of what pinners are using Pinterest to better promote their services.
Before you dive into using Pinterest, it’s important to have a marketing plan in place to ensure this is the best direction to go. The plan should focus on how the business is going to use Pinterest to increase traffic, email subscribers and clicks. Take into consideration what topics to focus on and turn them into boards, featuring related pins.
Pinterest uses boards to gather pins and businesses can use this to showcase their products and help consumers find exactly what they are looking for.
Do your research to maximize reach
When you have an idea of what topics you want to feature, think about your target market and research what keywords for search perform best. Step into the shoes of the audience and determine what terms they use when searching for your product.
For example, if your business is all about social media, your pins should feature social media tips, email marketing, tips to improve branding and more. Keywords should also relate to social media, marketing, strategy and more.
Pinterest is for more than ideas
Wpromote, a full-service digital marketing agency in California, uses Pinterest to create campaigns to expand their reach. According to Pinterest, this agency wanted to expand their clients’ reach with a lower cost per action. People use Pinterest to not only scroll through content but to plan purchases.
“We’ve found that people on Pinterest are more actively trying to plan or make a purchase than on other platforms. Being able to reach them when they’re in that mindset is a primary driver for the strong performance we’re seeing.” – Ashley Talley, Wpromote Account Director
With the use of Promoted Pins, their campaigns included 40% lower costs per action and 26% lower costs per thousand than other paid channels. They were able to reach new customers via Pinterest at a much lower cost than other paid channels.
Use eye-catching imagery
Along with using keywords and taking advantage of Promoted Pins, design plays a part in getting more people interested in your Pinterest.
Taking the time to design beautiful and striking graphics, focusing on the layout and creating useful pin descriptions are a few design ways to help increase traffic to your website. Using design tools like Canva, Crello and Adobe Photoshop can help to create impactful images.
As Pinterest expert Peg Fitzpatrick said, you want to maximize your efforts and create content that inspires, teaches and visually appearing to gain the attention of the audience.
Eye-catching images within your pins can make or break your business. The better the image used, the more clicks, traffic to website and email subscribers you can potentially have. Preparing a style guide with brand colors, fonts and logos can help plan out your Pinterest layout easily.
As with all social platforms, it’s important to understand how to use Pinterest too meet your audience’s needs and have a plan before jumping in with both feet.
Are you interested in hopping on the video bandwagon? 87% of online marketers use video content, so if you’re not doing video, you’re doing something wrong. But don’t worry! MILO is here to help you make a splash with Live Video tips and tricks!
Did you know that one-third of online activity is spent watching video?
Livestream and New York Magazine reached out to 1,000 adults with a survey to learn how consumers think about and use live video. Live video is more appealing to brand audiences: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.
So if you really want to increase your audience, live video is the way to go. Today, MILO is going to teach you how to excel at live video by creating closer customer connections and how to get over the fear of going live.
As platforms evolve, you must evolve with them. You can now go live on Facebook, Twitter, Instagram, and YouTube. Because this is such a new feature, many people may be unfamiliar or uncomfortable with going live. In order to prevent poor performance and get over your nerves, you need proper planning.
Here’s a checklist of 10 tips when going live to make sure everything runs smoothly:
- Tell your followers ahead of time when you plan to go live.
- Figure out what your purpose is.
- Make sure you have a strong wifi connection.
- Background check.
- Switch off interruptions.
- Voice warm-ups.
- Remind viewers they can subscribe to Live notifications.
- The best length for a love video is 15 minutes.
- Say names from the comment section to engage your audience.
- Keep showing up!
Even when you are prepared, going live can still be nerve-wracking if you are not used to it.
Whether you are in front of the camera or behind it, practicing with going live will help you become more comfortable and confident in this process.
Online marketing expert, Amy Porterfield, says that “there’s nothing more powerful than showing up live.” If you’re in front of the camera, Amy says you have to make it more about your audience and less about you. This way you will come across as someone that connects instantly.
Four secrets Amy has that she uses to thrive on camera are:
- She eased into live by testing it in a private Facebook group
- She’s rarely alone when doing Live video. Having someone from her team on the other end to let her know everything is working, eases her fears and makes her more comfortable on camera.
- Use Instagram Stories as practice videos. They are great ways to become more comfortable showing your face and talking on camera without the live element. Try to do an IG story at least once a week.
- Keep your equipment simple. Having to handle too many things all at once can make you more nervous about whether something will go wrong. A simple set up that you know how to use will help you remain relaxed while you’re live.
Going live in its simplest form requires a smartphone or tablet, and a good wifi connection. Confident Live Marketing coach, Ian Anderson Gray recommends using speedtest.net to check your internet speed before going live. The recommended minimum speed is 10 Mbps.
Live video can make you feel more connected with your audience. So don’t be afraid to try live video for your business today.
Did you know there are over 330 million active daily users on Twitter? If you’re looking to increase your customer base, interact with your audience more and improve your sales, Twitter is a great platform to use.
At this year’s Social Media Marketing World, top media experts discussed everything Twitter including tools to use, algorithm, analytics and how to turn conversations into customers.
Below are some key takeaways to connect with more of your customer base and increase sales.
The Value of a Tweet
Small businesses have started turning to Twitter to target their audience and increase their customer base. With that, it’s important to take into consideration the value of a tweet and how it can benefit your business.
International Social Media Trainer Nicky Kriel stressed the value of a tweet is NOT the number of impressions, reach, engagement or if the post goes viral. The value is: The tweet drives traffic to your website, makes the right customers aware of the business, builds business relationships and generates revenue for your business.
To increase the value of your tweet, take a look at Twitter Analytics. This gives you the chance to dive deep into the data of the account and learn what works best. Here you can be aware of who your audience is, their locations and their interests.
Produce great content with Twitter’s timeline algorithm
Creative Content Marketers duo Andrew and Pete shared their strategy for working with the Twitter algorithm with the acronym TUCEPM!
The Twitter algorithm ensures the most important tweets appear at the top of users’ timelines. Per Twitter, tweets that followers are more likely to care about will show up first based on accounts and tweets with which they interact.
Keeping the algorithm in mind, there are ways to achieve organic reach. Check out a few below:
- Timeliness: Newer posts get shown more often than older ones, so it’s important to post in real-time and relevant times to your audience. Take advantage of relevant trending topics and post a few minutes before or after the hour as opposed to at the top of the hour.
- User interests: Use Twitter analytics to find out what your audience cares about the most.
- Credibility signals: Twitter’s algorithm favors accounts that are credible, meaning the profile is complete with a name, bio, location, website, profile picture and header image. Tweets shouldn’t have broken links, swearing, nudity, high bounce rates or aren’t mobile responsive.
- Engagement: The more engaging a tweet is, the greater its relevance score, which means it will show up across more timelines as a top tweet. Twitter takes into account the amount of time spent reading a tweet, sharing via direct messaging or if someone clicked the profile as a result of the tweet.
- Tweets that have high engagement often include one of the following: “RT if,” “Retweet if,” “RT and follow to enter,” a Twitter poll, asks questions, mention/tag someone or uses GIFs.
- Past engagement: People see more tweets from accounts they have engaged with in the past so increase engagement now to benefit in the future.
- Media: Users are shown more of the media type they prefer based on what they have engaged with in the past. Along with your standard tweets, add in a variety of videos, images, GIFs and polls to keep followers engaged
As Andrew and Pete said using this acronym can help your account get the organic reach it deserves even with the new algorithm.
Improve your Twitter account with these tools
Throughout their workshops, four Twitter experts shared various tools that can help step up your Twitter game, work well with the Twitter algorithm and improve your content marketing. Below is a list of tools you can use can help grow your Twitter account.
Measure and boost your impact by analyzing your followers’ interests, locations and demographics. Twitter analytics provide a 28 day summary or a summary by month to see what is working best for your account.
This tool allows you to manage multiple accounts, grow your business by finding relevant people to connect with and schedule tweets at optimal times.
A Google Chrome Extension that provides you with smart marketing content that is hand curated. This extension is similar to Sprout Social’s “Find Content” feature.
Union Metrics provides social media analytics for Facebook, Twitter, Instagram and Tumblr.
Allows users to automated and schedule content on Twitter, Facebook and LinkedIn.
Tweriod provides you with the best times to tweet by analyze your tweets and your followers’ tweets.
This tool encourages people to Tweet something by giving them a link. People who use this tool can promote, share and track content on Twitter.
So you want to use Facebook to give your business a boost? You’re not alone!
According to Sprout Social, there are currently over 60 million businesses on Facebook. Those 60 million businesses are all competing for the attention of 2 billion monthly active users, over a billion of whom are active daily. Are you feeling like the odds are stacked against you? Don’t. With the right Facebook Ad knowledge, you too can enjoy a share of those billions of users!
Make your Facebook Ads Profitable Every Time
We know, churning out profitable ads time and time again seems far-fetched, but if you ask Nicholas Kusmich, who sees some of the highest ROI on ads in the industry, it’s 100% possible.
Kusmich draws attention to the shift marketing has made. Gone are the days of mass marketing being king – it’s all about micro-marketing now and through Facebook, you’re able to pinpoint and target only those who need to be seeing your message.
Kusmich has come up with a predictable profit process, which begins with the ad, then the lead magnet, the thank you offer and retargeting. He also encourages keeping these three principles in mind
1. Content – how does your message stand out from the competition?
2. Distribution – what good is having a great message if no one or the wrong people see and hear it?
3. Conversion – what good is great content and distribution if nobody turns into clients?
Per Kusmich, you can’t just jump into the marketplace and ask people to buy your product and expect them to do it. No, you must give before asking. You have to earn the right to ask anything of your fans by providing value to them first.
Keep in mind, every step of your marketing process should be valuable in and of itself. The name of the game is value, and your content and ads must have it! Keep to SAGE (short, actionable, goal-oriented, easy) principles, and you’ll begin to see a return on those ads.
Small Business Tips
As Andrea Vahl, co-author of “Facebook Marketing All-in-One for Dummies” points out, organic reach may be decreasing, but users are increasing and Facebook is still the cheapest form of advertising out there. When done right, Facebook Ads will be quite a boon for your small business. Emphasis on the ‘done right’ part!
According to Vahl, you want to take the customer journey into consideration:
1. Use Facebook to build an audience
2. Target your ideal customer
3. Enhance the relationship with good content
4. Retarget to convert.
Ultimately, Vahl stresses that your goal is to move them off Facebook as soon as possible, whether that is on to an email list or your website. Since Facebook ad costs are rising, you have to get smarter and have a system in place for testing those ads.
Why Ads don’t work and how to fix them
Per Jon Loomer, an advanced Facebook marketing strategist, the ultimate reason why your Facebook ads are not working is because the wrong people are being targeted. So how do you fix this? It’s simple – adjust how you’re targeting the audience.
Loomer suggests breaking your audience into different groups, those who engage with your content generally (aka not based off of specific posts, videos or events) and those who engage with specific content.
Making Facebook Ads Work For You
Azriel Ratz, CEO of Ratz Pack Media, shared some valuable knowledge on how to do just this at Social Media World 2018, and it involves four simple steps to optimize your Facebook Ads.
1. Set business goals
2. Find your best potential audience
3. Engage with the most effective ads
4. Optimize your ad performance
Are you only running 1 to 3 ads in every ad set? That is probably not your best-laid plan. As Ratz pointed out, the chances of making anything really good when only doing 1 to 3 is very rare. You should be mixing things up, testing copy, testing images, testing everything possible with the ads. He also points out that to optimize your ads you need to be monitoring cost per 1,000 impressions (CPM), cost per click (CPC), time on site and the conversion rate. Our digital experts at MILO are skilled at all things testing, in fact, they live for it! If you’re unsure of how to correctly test the effectiveness of those ads, we’re here to help!
If all ad sets have high CPM, you’re targeting the right audience, but with the wrong messaging. On the flip side, some high CPM and some low CPM may mean you have the right messaging, but wrong audience. Do you see high CPC? Try switching out the copy for more compelling language. The time on site numbers can be impacted by low-quality placements, a disconnect between your ads and the landing page, or a landing page optimization issue. Finally, if you’re conversion rate is low consider this: They just might not be interested in the offer or your form needs fixing.
You don’t have to dive into the world of Facebook Ad Manager alone, MILO’s team of digital experts are here to come up with a strategy that is just right for your business. Contact us today!
Today I want to tell you about Dmitri, a.k.a the (almost) black belt digital ninja. Dmitri has been a Digital Strategist for about eight years now. However, his journey to MILO was far from simple.
The first time that I met Dmitri I knew he was dedicated, a natural born leader and one of the kindest people I’ve ever met. I haven’t known him for very long, but I do know Dmitri is someone you can count on.
Today I want to give you another glance behind the MILO Digital scenes and show you the people making MILO the strong, team-oriented environment that it is. Here is what I learned about Dmitri.
Q: Can you describe your job and what you do here at MILO?
A: My official title is Digital Strategist. I take a look at the client and I come up with the best possible strategy to achieve their marketing goals on the Internet. Whether it’s sales, improving their social media, generating leads, or raising awareness, I put together strategies on how to make it happen using the latest digital tools.
I also put out fires on a daily basis.
Q: How did you get into the Digital Marketing world?
A: I wanted to be a psychologist/philosopher in college and then the economy crashed, so I switched to marketing. After graduating I did some copywriting and got into social media community management. My first account was PHI (PHI Air Medical) right when I got out of college and it’s still with me today. At my busiest, I managed up to 10-12 clients a day. Then I got into social media ads and Google AdWords, which helped me understand how everything in the digital world worked together and contributes to the bottom line.
Q: What is your favorite part about working for MILO?
A: My favorite part is coming up with the solutions for the clients. Each client is a different puzzle and each solution is custom fit for that puzzle. Sometimes you don’t really know what the solution is right away and you have to go and research.
Bringing the insights back to the client and seeing their eyes light up when you get it just right…that’s my favorite part.
Q: What is the most important thing you have learned in your career?
A trait that I learned over the years is just embracing uncertainty and change.
It used to really bother me because I would want to plan everything out and execute on how I planned it out, but life does not work that way. Working at MILO has made me comfortable with being uncomfortable; no matter what changes, I always feel prepared to do my best and welcome the challenge.
Q: What’s one piece of advice you would give to those just starting in this industry?
A: If you’re starting out in social [media management] I would say that you have to look to the leaders in social media like Gary V or whoever the top dog is in your particular field. The first step is always imitation, learning the rules. Once you internalize the rules and have the guidelines for social media then you can start innovating and going outside of those rules.
The second piece of advice is to just start, just go.
A lot of people read hundreds of blogs about social and always put off actually doing. I say just do it, you’ll learn way more than just reading about it.
Q: Did you have any major setbacks in your career?
A: At my first big job I actually got let go two weeks before Christmas. I only managed three accounts there. Then I went from managing three accounts up to 12 and learning how to run digital ads, write strategy, communicate with clients and show reporting that matters. I was the guy that standardized reporting in our organization and got us the Google Adwords certification.
It really gave me a lot of confidence, and that setback didn’t really matter that much anymore.
Q: How would you describe your leadership style?
A: I’m a big fan of Jocko Willink, he’s a navy seal and a Brazilian jiu-jitsu black belt turned author, turned podcaster/motivational speaker. He preaches something called extreme ownership where you own everything in your world. For example, if somebody on your team is underperforming, it’s your job to go and figure out why they’re underperforming, or spend time with them and get them up to speed.
Ultimately everything is in your court.
Q: Considering you had a long journey to get here, can you describe it?
A: I’m originally from Ukraine, which used to be a part of the Soviet Union. I was born around the time when the Soviet Union broke up and we got separated from Communism. It racked our economy to a point where it’s only now recovering. It was pretty rough. Then my dad won a green card in a lottery drawing to come to the United States. He came to the US and my mom and I followed after a year. We came here with no English and $100 in our (collective) pockets.
Throughout all of this, my family has been extremely supportive over the years and I owe them everything.
My mom for showing me the value of grit and resilience. My dad for always pushing me to do my best and not letting me settle. And my grandparents, Natasha and Nikolai, who showed me the value of hard work and planning ahead.
Q: What is it like being so close to your boss?
A: It’s a balance. There’s definitely a lot of trust involved. You have to balance being bros and doing the right things because sometimes what your “bro boss” wants to do is not what your “boss” needs to do.
The biggest thing I’ve learned is when to push back and when to drive home things that are important.
Ultimately, during work hours work must come first. After all is said and done, we can get a drink.
Q: Could you explain the company culture at MILO?
MILO is very creative and innovative, and it reflects in our culture.
It’s very fun and friendly, always trying to make each other laugh. When it’s time to bunker down, the tone changes and we sit down and crank out what needs to be done. There’s a collective understanding of what we’re trying to build and the quality of work we strive for.
Q: What are the benefits of working at a small business as opposed to a bigger corporation?
A: You can make a lot of change very quickly. Whatever idea you have, if you get enough people behind you, you can execute it. Working in MILO, we’re very nimble. If there’s something that we want to do, we can turn it around pretty quick. In a big organization, you have to deal with bureaucracy, going through all the layers of managers and their managers. In contrast, at MILO, idea becomes reality very quickly.
Q: What is it like working in Detroit?
A: It’s very cool especially because I draw a parallel of the rebirth of Detroit with the rebirth of my professional career. As Detroit got bigger, and as people started to rebuild and the small businesses started to grow, so did MILO throughout the years.
Having worked very closely with Detroit-based businesses, I feel like I’m growing with them.
I’m learning and getting all the benefits that Detroit is getting. I feel very close to Detroit because of that.
Q: What’s your favorite thing about your job?
A: The people. Just being able to be creative and see the impact of your decisions.
Dmitri has taught me a lot since my start at MILO Digital. From day one, he has been there to push me out of my comfort zone, which I’m terrified to do. In my first month at MILO, Dmitri told me that, “It’s okay to make mistakes, as long as you’re trying your best.” I have never been in such a safe learning environment as I have at MILO, and it’s all thanks to the people.
Without Dmitri, there is no MILO. Like he said, the people are the best part of working here. We all make up the heart and soul of MILO and we each play a key role in making sure this company thrives. I am so thankful for Dmitri’s constant leadership and dedication to making sure MILO is producing the best possible outcomes.
P.S. His favorite color is blue!
If you’re a social media manager, you understand how important it is for your content to be seen and engaged with.
One of your main goals for social media management is to increase the account’s audience and brand awareness. With that in mind, it’s important to know the difference between reach and impressions. Both terms have similar meanings, but provide different results on social media.
Reach vs. Impressions
Reach is the total number of people who can see your content and Impressions are the number of times your content is displayed, no matter if it was engaged with or not. For example, if a post was shown to the same person three different times, it would be 1 reach and 3 impressions.
Clients wish that all of their followers would see and interact with every piece of content posted but it doesn’t happen. For instance, the Regional Transit Authority (RTA) has 7,200 followers, but the organic content doesn’t result in 7,200 likes, comments, and shares. Without a post being promoted (like the post below), the organic content only receives a small percentage of interactions.
Why Reach & Impressions Matters (+ which is more important)
Both reach and impressions are important because they help increase brand awareness and grow the audience.
Depending on an account’s goal, you might want to focus on just one or the other. If the main goal is to get content out to a specific number or people, then focus on reach. Shift the focus to impressions if your main goal is to increase brand awareness and you want your content shown a specific number of times.
However, Sprout Social reports reach may be less than impressions since one person can see multiple impressions. But knowing who your target audience is and what kind of content they like to see can help to increase both.
Something more important than reach and impressions is engagement. Engagement is the number of interactions people have with your content, whether it’s likes, comments, shares or retweets. According to AdWeek, it’s considered to be the most important metric for social media campaigns. If people are liking and interacting with your content, they may be likely to share it with their friends. If you’re receiving high-quality engagement on your content, reach and impressions will continue to grow.
If you think about it, engagement is the final step in this three-part process. Reach and impressions work together to drive engagement to your content. It all starts with content and what the audience likes to see.
Still don’t understand the difference between reach, impressions and how beneficial it all is? MILO’s team of experts are here to help increase your brand’s awareness! Contact us.
Hi friend, I hope you’re having a great day!
So, lately, I’ve been thinking about the amazing opportunities I’ve had because of MILO Digital. Over the past few months, I have been able to attend the Digital Summit conference at Cobo Center, visit the Google Ann Arbor office, work on the live social media coverage for TEDxDetroit, and do what I love – write for all of you. I would have never been able to have these experiences if it wasn’t for MILO.
Attending the 2017 Digital Summit conference at Cobo Center in September was very thought-provoking. Digital Summit says that it “is not only a place for keeping up with the trends, but also for being an active player in their creation.” Over the course of two days, I heard from many interesting people such as Jonah Peretti, the CEO/Co-Founder of Buzzfeed, and Morgan Spurlock, filmmaker and producer of “Super Size Me”. I learned a lot but also realized how much I had already learned at MILO, as I was already familiar with the ideas and topics presented by many of the speakers. I had come a long way in four short months.
Another amazing experience I had through my internship at MILO was touring the Google office in Ann Arbor. However, on the day of the tour, Billy [MILO Digital CEO] and Dmitri [MILO Digital Strategist] had to stay back at the office and “put out fires”, so they were unable to join us. Although I was disappointed that I could not share this experience with my entire team, I learned a lot about leadership that day. Sometimes you have to sacrifice the things you want, step up, and take on the challenges facing you – even if that means missing out on opportunities like a private tour of Google. I really enjoyed the tour of the Google office and I hope you enjoy this selfie we took with our tour guide Aashka.
Then later in October, MILO Digital ran the live social media coverage of the TEDxDetroit conference at the Charles H. Wright Museum of African American History. This coverage included Facebook posts, live Tweets, Instagram pictures and creating a Snapchat story, along with engagement across all these channels. I love TED Talks, so being able to attend the event alone would have been incredible, but I also got to help tell TEDxDetroit’s story for the evening. I was in charge of Snapchat and for those of you who know me know, I am a die-hard Snapchat fanatic. The whole evening was so inspiring, listening to local Detroiters speak about their biggest accomplishments, while at that very moment, I was living out my own.
That night TEDxDetroit presenter Alana M. Glass, a sports entrepreneur, said, “sometimes you find your purpose when you’re not even looking,” and I think this encompasses my whole experience with MILO!
Before I started working here, I hit a very low point in my life. I had just been let go from my previous job, where I was told I wasn’t “up to their standards”. In spite of this setback, that same day that I was let go, I went home in tears, composed an entirely revamped resume and applied to the internship I was introduced to through a guest speaker at school.
When Billy Strawter visited my Organizational Communications class a year ago, I had to write a response to his discussion with us about his company, MILO Digital. The only person that has read this essay was my professor, but I want to share an excerpt with you.
“Strawter’s description of the company he founded was very interesting to me because this is the industry I would like to go into someday. It was very exciting getting to listen to someone who started their own company and how it all works. Hearing the processes at MILO made me feel very hopeful for the future, pushing me toward my ultimate goal of working at a company such as this one.”
Now here I am, almost eleven months later, and I could not thank MILO enough for giving me a space to find myself. I have grown so much over these past few months and feel as though I found my purpose. Not many people can say this, but I love my job! I am truly lucky to be here, writing these words for you. I hope they were worth reading.
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