How do you know if your dinner party was a success? If you see your guests engaging with one another; making new connections, getting involved in lively banter, and if you notice more people staying than heading home, it’s safe to say you hosted a successful dinner party. 

The same can be said for your social media marketing strategy. If your posts aren’t generating engagement with your followers, increasing the number of likes, shares, or followers, and if more people are leaving your page than staying, it’s safe to say your social media marketing hasn’t been successful.

What Exactly Does Social Media Engagement Mean?

Social media engagement is no different from the example we made about hosting a dinner party. We can define it as the level of activity in your social media community that’s measurable by the number of likes, shares, and comments. 

While some marketers validate the success of their social media strategy by the increase in the number of followers, the truth is, a better measure of success is the degree of communication or interaction between your business and its followers. 

The ideal outcome from your social media marketing strategy is having an engaged audience, not a passive one. 

An engaged audience is composed of people who are really interested in your message. They are actively communicating with you and others because they want to learn more about or share their opinions and ideas with others in the community. 

Thus, when you’re trying to build the online presence of your business, you must always focus on the quality of your followers, not just the quantity.

What Are The Benefits Of Increased Social Media Engagement?

If your posts aren’t engaging with your audience, it means your audience is engaging with your competitors. And you don’t want that because you’re losing opportunities to grow your business. 

For this reason, we always recommend to our clients that the social media strategy should prioritize increasing the level of engagement. 

What other benefits should you expect to get by increasing social media engagement?

  1. Build Your Brand By Humanizing Your Business – Chatbots are great but human chat agents can provide one thing that the bots can’t – feedback. Communicating directly with your customers humanizes your business because it shows that you care about their concerns and opinions. 
  1. Foster Strong and Sustainable Relationships – Customers prefer to patronize a brand they can identify with. Through strong engagement, customers will come to realize that your brand shares the same ideals, values, and beliefs as they do.
  1. Enhance Customer Support Services – Even the most irate customer will appreciate the effort you put to try and resolve his problem in a social media thread or private chat. 
  1. More Cost-effective Than Other Forms of Marketing – Creating a post that generates a ton of engagement through shares, likes, and comments will widen your reach and enhance your brand faster and more effectively than printing and handing out 5,000 flyers to random people. 
  1. Present Social Proof of Your Business – What would be your perception of a business if you visit its social media page and see a lot of followers and notice that the posts are constantly liked, shared, and lined with comments? You’d be more encouraged to patronize the brand, right? 

The same can be said about your business if you improve its level of social media engagement.

3 Key Steps To Developing An Effective Social Media Marketing Strategy 

Before we go through our tips on how to increase social media engagement, let’s make sure your social media strategy is moving in the right direction.

Step 1 – Review Your Social Media Numbers

In order to establish your goals, review your current social media marketing numbers and assess its performance thus far. 

  • How many followers do you have?
  • What is your Audience Reach?
  • What is your Engagement Level?
  • Which posts generated the most engagement?
  • Which posts didn’t generate engagement?
  • Did your posts drive traffic to your website? 

Once you have the social media numbers summarized, it will be easier to set your targets.

Step 2 – Get To Know Your Audience

If you’re involved in the fitness industry and 70% of your audience are vegans, why would you keep posting about hamburgers and steaks? 

Get to know your audience so that your content writing strategy will have a direction:

  • Which types of content do they like to read?
  • Do they prefer videos, images, or text content?
  • Where do they come from?
  • What device do they use to access social media?
  • What issues and concerns do they want to address? 
  • What are the demographics?

Create an Audience Profile and use this to plan out your content marketing strategy. 

Step 3 – Plan Your Content 

Now that you’ve identified your goals and have an idea of who your audience is, it’s time to plan your content strategy.

The type and quality of content are factors that drive engagement. Your content marketing toolbox should consist of a variety of processes and tactics and there are many to choose from:

  • Blogs
  • Surveys
  • Infographics
  • Videos
  • Curated Content
  • GIFs
  • Stories
  • A Day in the Life
  • Contests and Giveaways

The next step is knowing how to create content that will encourage greater engagement from your audience.

10 Tips On How To Increase Social Media Engagement

Setting up social media accounts for your business is a great way to get your products and services noticed by your target audience. 

However, posting for the sake of posting on social media won’t get you the desired results. This has become a harsh reality for many entrepreneurs who are using social media to promote their businesses.

They thought “My posts on my personal social media page are always getting likes, shares, and comments. Why can’t I get the same results for my business page?”

That’s because your community of followers on your social media and business pages is different. Your purpose is also different. 

On your personal page, you like to update your current status. On your business page, you’re trying to get your followers to patronize your business. 

Therefore, the approaches to increasing social media engagement in more likes, shares, and followers and most importantly, creating more engaged followers are different. 

1. Join Relevant Special Interest Groups

Look at your list of Facebook friends. We’re sure that you can categorize them into different groups based on their interests. For example, you might be able to arrange your friends into the following interest groups:

  • Fitness enthusiasts
  • Coffee drinkers
  • Guitar players
  • Chefs at home
  • Comic book collectors

So if you post about the new HIIT workout you tried this morning, your friends from the fitness enthusiasts interest group will actively engage in your content. The same can be said for your coffee drinking friends if you share your experience at the new Dutch coffee bar that opened near your place.

You can expect higher engagement levels if you join interest groups that are relevant to your business. 

For example, if you’re in the Software Development business that designs programs and apps for recruitment, joining the following interest groups might benefit you:

  • Human Resources 
  • Manpower Agencies
  • Small Business
  • Start-Ups
  • Hotel and Restaurant 
  • Manufacturing
  • Sales 

The key is to engage with the group members first and win their trust. Don’t share your content right away. Join active discussions and contribute ideas. 

The more active you participate in the discussions, the greater the interest your fellow members might have in your business. You might not be aware of it, but a few co-members could be checking your business page and reading its contents.

2. Repost Content from Followers

Once you’ve been accepted into an interest group, a good strategy would be to share a fellow member’s content. You can repost it on your business page and/or personal page. 

Your fellow group members will appreciate it. Trust us when we say, they will reciprocate in kind in the future.

Do the same thing with your followers. If someone posts a reference on a thread on your business page, repost it and give credit to the follower who contributed the link. 

If the link is from a follower’s business page and the reference is relevant and useful – share and repost it. 

Actively engaging with your followers will make them feel good and appreciated. It will encourage them to engage more in your social media posts. 

3. Get Influencers Onboard

Getting an influence onboard can be costly but he/she can get your content and business noticed right away. A person becomes an influencer when he/she has amassed an impressive number of followers who trust his/her opinions. 

According to the 2020 Report by Influencer Marketing Hub, you can earn US$18 in media value for every US$1 spent on an influencer. 

By getting an influencer to share your content, you are leveraging his/her massive base of followers – but this comes at a price. The influencer knows his/her follower base is a cash cow and he/she will milk you for its use. 

Another option is to get an influencer who isn’t as well-known or established in your industry but has a good enough number of followers to warrant a marketing arrangement. 

Try to negotiate a win-win arrangement. For example, offer commission-based payouts or free items in exchange for the influencer sharing your content or mentioning your business in his/her social media channels. 

4. Personalize Your Responses

If your post landed one comment, personalize your response even if the comment posted by your follower is negative. 

All comments are assets. If a follower says something unfavorable about your content, don’t get triggered and exchange fire. Take a deep breath, compose your thoughts, and remain professional.

A negative comment still shows the person took the time to share his opinion on your post. For that alone, he should be commended. Likewise, the comment opens the door for engagement. 

Let’s assume that you’re in the business of selling supplements and you posted content on your social media about the health benefits of creatine. Your lead-in to the post read:

“Creatine is a substance that our body develops naturally but not enough to generate the same health benefits if you were to take it in supplement form.”

A follower named Daniel posts the following comment:

“Creatine is overrated. Everyone knows it can lead to hair loss, kidney and organ failure because it draws water to your muscles. You should be more responsible about what you post and include the cons, not just the pros. Value our health over your profit.”

Respond to Daniel in this manner:

“Thank you for your comment, Daniel! We appreciate and trust that we do value the health of our customers. The fact is the study on hair loss was only conducted by one research group that could not validate the result. 

“Regarding the consequences of creatine, as with all supplements, it’s very important to follow directions on use correctly. Even Vitamin C can have health consequences if taken irresponsibly. 

“You can refer to our previous blogs on creatine that we always advise our readers to drink plenty of water after taking it. If you have other questions, Daniel, please feel free to reach out.” 

5. Generate Conversation

Sometimes all you need to increase social media engagement is to generate conversation by posting a question to your community. 

For example, you’re in the business of selling California wines, you can generate a discussion in your community by posting this question:

“Sonoma Cabernet Sauvignon with Filet Mignon is an Excellent Wine and Steak Pairing! How Do You Pair Your Wine with Your Steak?”

You can be assured that your followers who are wine aficionados would be chomping at the bit to share their ideas with you! 

Try to add a high-resolution image of your subject matter, in this case of the Sonoma Cabernet Sauvignon and Filet Mignon to captivate your readers.

6. Add Hashtags

Hashtags are keywords that are used by people to search for a particular topic. You’ve probably seen your friends add hashtags to their posts. The keywords are preceded by the symbol “#” and the words are strung together. 

Sometimes the words are differentiated by a capitalized letter. For example, #MakeAWish or #ChillOutTime. 

The important thing to remember is that the hashtag must be relevant to your topic. This way, anybody who wants to search for content that’s related to your post can just do a search via hashtag.

Finally, don’t go crazy with hashtags. No doubt you’ve come across posts that have 10 hashtags. That’s too much! The message might get misunderstood. Worse, your followers might get annoyed. 

7. Use Images and Videos

Creating posts with videos or images has been proven effective in driving social media engagement simply because these forms of content can deliver the message faster and clearer than text-based content. 

Here are 4 tips on how to choose videos or images for social media posting:

  • The video or image has to be relevant to your products and services so that it will resonate with your target audience. 
  • For social media channels that can deliver content in various formats such as Facebook, Instagram, and Pinterest, videos that are no more than 2 minutes long deliver the best results in increasing engagement. 
  • For social media channels that are primarily for video streaming such as YouTube, you’ll get higher engagement levels on videos that are more than 10 minutes long. 
  • Use images that are colorful and have high resolution. You can combine with text content such as statistics or facts to make an Infographic.

8. Conduct Surveys

Conducting surveys have 2 immediate benefits for your business.

First, surveys will create immediate engagement with your audience. Second, you get data that will give you ideas on how to improve your business, its products, and services. 

If you’re running a bed and breakfast business and there’s a long holiday weekend coming up, you can post a survey about the kind of festivity that your guests might want to see in your hotel:

  • Jazz band
  • Outdoor movie
  • Backyard BBQ
  • Fireworks display
  • Garden buffet

When you’re conducting a survey, schedule it on a date that will give you enough time to gather and assess the data and to prepare for the event. 

9. Stage Contests or Giveaways

Question: “What makes a good burger great?”

Answer: “When it’s for FREE!”

Everyone loves to participate in contests and giveaways because they have a chance to win stuff for free. 

Key things to remember when running contests on your social media page:

  • The item must be in demand.
  • Give complete details on the mechanics of the contest.
  • Make sure you have enough stock of the product. 
  • Clarify charges or fees, if any. For example, if shipping charges are for the account of the contest winner. 

Staging contests or giveaways on your social media page will definitely get your audience engaged. 

  10. Be Strategic When Posting

It’s important to stay active in social media to remain top-of-mind with your audience. For example, on Facebook, the latest studies recommend posting no more than 1-2 times per day and 3 times per week. 

The recommendations are a stark contrast to the practice carried out by marketers years ago that required them to post 1-2 times 5 days a week. The focus has shifted to the quality of the post over quantity. 

You have to be strategic when posting otherwise, your posts might annoy your followers. 

Think about the time when a business page you followed kept posting sales-type content? All you see on your news feed are posts from the business page to “Buy This” or “Buy That”. Over time, all of that sales content will come out as noise. 

Here are 3 tips on posting content:

  • The post must have value to your audience. This is where a survey helps. 
  • Mix it up. 

For example, Monday is for your latest blog. Wednesday is for videos or images and can be used for sales-type copy. Friday is curated content day. 

Review your page metrics to be sure of the types of content to post on a specific day of the week.

  • Apply some of the tips provided above such as the use of videos or images, adding hashtags, and responding to all comments. 


Always remember that increasing social media engagement doesn’t happen overnight. It requires consistency, persistence, and patience. You might not see any significant improvement right away and that’s okay. There’s a learning curve to be respected in every activity.

We like to stress the importance of tracking the performance of the strategy by constantly reviewing your page’s metrics. Use the data to tweak your strategy. In time, you’ll get a better feel of social media and how to drive engagement levels up. 

If you’re truly desirous of taking your social media engagement to the next level, let us handle it while you focus on running the business. Give us a call or drop us an email so we can get started. 

And if you enjoyed this article, feel free to share it with your community.


Welcome to part 2 of our article on the top social media platforms for your business in 2021! If you haven’t read part 1, we suggest you do so you can have a better understanding on why your business should be on social media this year and beyond. 

In this article, we will discuss four more social media platforms that you should consider for your business. Yes, there are other networks circulating on the Internet that we didn’t include. 

It’s not because those networks are not effective. They probably are, otherwise those platforms would have followed MySpace, Friendster, and GooglePlus to the social media graveyard. 

However, the social media platforms discussed here and in part 1 have continued to grow over the last few years because marketers have been able to generate the desired results. 

Let’s start out with the preferred social media network of Human Resource managers, headhunters, senior-level influencers, and fresh college graduates.

1. LinkedIn

The best way to describe LinkedIn is that it’s the social media platform for professionals. People sign up at LinkedIn to network for business contacts, create strategic partnerships, find clients, promote their brand, and share their knowledge with those in their industries. 

Fresh graduates use LinkedIn to look for job opportunities, connect with HR people, and build their professional online presence. 

The following numbers further validate the reputation of LinkedIn as the social network for professionals:

  • The number of job applications per second: 55.
  • The increase in the number of remote jobs posted on LinkedIn during the pandemic: 2.5x
  • The number of people who use LinkedIn every month to look for jobs: 40 million.
  • The percentage increase in conversions among LinkedIn connections: 55%.
  • The number of senior-level influencers on LinkedIn: 61 million or 25% of the community.

Despite the professional nature of its platform, LinkedIn maintains its “social” aspect by allowing community members to engage with one another in their respective news feed, focus/interest groups, and through InMail. 

How to use LinkedIn for business:

  • Create a professional business profile – Use a high-resolution image of your business logo and a picture that best represents your brand. When writing a description about your business, make sure the content is positioned to address the needs of your potential customer or client. Yes, it’s about you but more importantly, how can you help your client or customer address their issues or concerns?
  • Share your LinkedIn Business Page – Invite your employees, associates, customers, and clients to like your page. Promote the Business Page in other social networks and ask your community to follow you. 
  • Add videos or images to your posts – Similar to other social media networks, posts in LinkedIn get higher engagement when they’re embedded with images or videos. 

2. Pinterest

Pinterest started in 2010 with only 10,000 members. Today, the social media platform has 442 million monthly active users. 

The number of active users might not be as impressive as Facebook, YouTube, or Instagram but Pinterest with a return of US$4.3 for every US$1 spent on ads is one of the most profitable platforms for online advertising. 

However, based on the numbers below, Pinterest might cater to specific market demographics:

  • The largest percentage of community members are women: 70%
  • The largest percentage of new users are men: 40%
  • The percentage of community members who follow businesses on Pinterest: 33%.
  • The percentage of users who find new products on Pinterest: 77%.
  • The percentage of unbranded searches on Pinterest: 95%.

How to use Pinterest for business:

  • Develop a Pinterest marketing strategy – You’ve seen the numbers and have an idea of the community’s demographics. Evaluate your business and see how you can best use the platform to promote your products and services. A good way to start is to see what your competitors are doing on Pinterest. What types of content are they sharing? How is the level of engagement? How often are they posting?
  • Create high-resolution images that are of excellent quality – Similar to Instagram, video-based content works best on Pinterest. It’s important to note that 82% of users view Pinterest from a mobile device. Make sure your images stack up well on a mobile screen.
  • Maintain Consistency – The key to getting the most out of your Pinterest marketing efforts is activity. Be consistent when pinning your content. We recommend pinning no less than 11 times per day but no more than 30 times per day. 

3. Snapchat

Snapchat is one of the newer platforms on the social media scene. The network only started in 2011 but has amassed 315 million monthly active users. 238 million Snapchat users are active every day. 

Is Snapchat for you? Look at the numbers below and see if you can benefit from using this platform for your business.

  • Percentage demographic breakdown in Snapchat: Women – 60%; Men – 40%.
  • Percentage of users aged 34 and younger: 82%.
  • Percentage of users who make purchases after seeing an ad or a post in Snapchat: 60%.
  • The number of snaps taken per day: 4 billion.
  • Number of times users open the app every day: 30.

How to use Snapchat for business:

  • Cross-promote with your other social media platforms – If you’ve built an audience with your other social media platforms, use them to inform your followers that your business is now on Snapchat. 
  • Reach inside and find the quirky you – Again, Snapchat appeals to a young demographic. People aged 34 or younger prefer fun content that might border on being “over-the-top”. To get an idea, check out the Snapchat accounts of your competitors. 
  • Include a Snapcode – A Snapcode works like a QR Code. People can scan it with their smartphone so they can find your content right away. You can also use Snapcode to connect with other Snapchat businesses. 

Lastly, add the Snapcode to your website, emails, newsletters, and social media materials. 

4. TikTok

TikTok is in the bottom position in our list not because we think it’s the least useful platform for your business. Actually, it’s not. TikTok is at the bottom of our list simply because it’s the newest, having been founded in 2016. There’s a good chance not many of you are familiar with Tiktok. 

In reality, TikTok is the fastest-growing social media platform. A 2020 survey by Nikkei Asia revealed that TikTok beat Facebook as the most downloaded social media app in the world. 

If you’re still on the fence about TikTok, here are some numbers that might get you moving:

  • The number of times TikTok has been downloaded: 2 Billion.
  • The number of monthly active users: 689 million.
  • Position of Tiktok in the list of best social media apps to trigger consumer spending: 2.
  • The average time spent per day by a user: 52 minutes.
  • The percentage of users between the age of 18 – 24: 41%.

How to use Tiktok for business:

  • Challenge your creativity – This is a social media network that caters to a young audience. When creating content, you must find ways to appeal to their senses. A good example would be to include pets in your videos. Cat videos have been a smash on YouTube and you can expect the same level of success by adding your feline family member in some of your Tiktok ads. 
  • Collaborate with Tiktok influencers – Collaborating with influencers is the fastest way to have your brand noticed in the community – and Tiktok has a lot of influencers. Reach out to relevant influencers and negotiate an arrangement that will entice them to do a “collab” with you. Of course, this will entail an expense,  but if you choose the right influencer, the cost will be worth it.
  • Make Your Content Fun – Boring content won’t sell in Tiktok. Check out the content posted by your competitors. Even the worse ones are at the very least trying to be fun and entertaining. 

Loosen up your tie, kick up your feet, get in a good mood, take in some inspiration – then, come up with content that would elicit laughs and interest.


The social media platforms we discuss here and in part 1 have been proven effective and consistent in delivering the desired results for the past several years. 

Bear in mind that success is not guaranteed by the social media platform. 

Success will invariably depend on how you plan, strategize, monitor, revise, and implement your social media campaign.

Also, just because the engagement level in your personal social media page is impressive, doesn’t mean you can generate the same result in your business social media page. 

Your business page will reach out to a wide, diverse audience the majority of whom don’t know you. They will react to your content in a manner that’s unique to them. 

To find out if your strategies are working, you have to constantly keep track of the analytics and come up with the necessary adjustments to stay on course. 

For the most part, you might have some difficulty steering the ship across the social media ocean. But with consistency and by keeping an open mind, you will eventually experience smooth sailing. 

A better option would be to hire Mountaintop Web Design to develop, implement, and manage your social media campaigns. We’re confident that our experience, resources, and talent will be more than enough to help your business grow its social media presence. 

Give us a call or drop us an email if you’re interested. Let’s get you started in the exciting world of social media marketing.

And if you enjoyed this article, feel free to share it with your social media community.

Social media marketing is an indispensable part of the digital marketing strategy toolbox. You’ll spend less money and still reach a wider audience compared to traditional marketing strategies. The problem is, there are so many social media platforms on the Internet. Which ones should you choose for your business?

5 Benefits Of Using Social Media For Your Business

If you asked friends and associates for their recommendations on which social media platforms you should use for your business, chances are you’ll get different answers. 

We created this article to remove the guesswork. To clear all doubt, we included the key statistics on why a particular social media network made our list. Likewise, we added tips on how to use the platform for your business. 

If at this point, you’re still not sure why you need social media marketing, here is a short rundown on its 5 benefits for your business.

1. Build Your Business Brand – To have a successful social media strategy, you must stay active. Post at least once a day. If you’re able to do this, more people will see your content and be interested in what your business is all about.

2. Engage With Your Customers – Social media makes it easy for you to engage with your customers through commenting and messaging. Keep in mind that not all comments will be positive. Your mindset should be “It’s better to be talked about than not talked about at all.” If you receive a negative or less-than-flattering comment, reach out to the person and engage in a respectful manner. This is a great opportunity to build a strong relationship.

3. Generate Leads – Social media marketing is a numbers game. Let’s assume your post gets seen by 500 people. We can conservatively expect 10% or 50 to engage with your post. Of the 50 people, 10% or 5 can visit your website, and 2% or 1 person might buy. “One sale” might not sound enticing. But if this happens on a daily basis, you won’t have a problem generating regular sales for your business. Now, increase the Audience Reach to 1,000 people and do the Math. 

4. Improve Your Search Rankings – Google’s algorithm doesn’t incorporate social media as a ranking factor. However, social media will provide your content a channel that can drive people to your website. Your challenge is to consistently create content that’s:

  • Unique
  • Informative
  • Useful
  • Engaging
  • Relevant

It’s important to always include your website URL at the end of the lead-in posts to your social media content. 

5. Boost Your Sales –  It’s not uncommon for customers to want to transact with you directly on your social media page. For example, a customer might want to purchase via Facebook Messenger. When this happens, redirecting the customer to your e-commerce website might prove to be an inconvenience that you’ll just have to provide other means to close the sale. Facebook has a feature that allows you to set up an online store on your Business Page. You can take advantage of this feature to close out transactions but be ready to transact via Messenger. 

If you’re convinced that you need social media marketing for your business to grow, let’s turn your attention to the top networks you should consider in 2021 and most likely, 2022.

Let’s start off with the consensus #1 social media platform for business.

1. Facebook

If your business isn’t on Facebook, it’s not on the Internet.

That’s an extreme way of highlighting the importance of having Facebook in your social media marketing strategy. Just the numbers supporting Facebook is proof enough that you should join its community:

  • Number of monthly active users: 2.70 Billion; up from 2.45 Billion (2020)
  • Number of daily active users: 1 Billion
  • Number of social media users on Facebook: 60%
  • Number of FB small business pages: 80 million
  • The average amount of time spent on FB by a user: 10 minutes

Facebook continues to grow and reportedly earned US$86 Billion in 2020. If this is your first time doing social media marketing, Facebook is an excellent platform to start out with.

How to use Facebook for your business:

  • Create a Facebook Business Page – Make sure to use a high-resolution image of your brand and a relevant image for your business profile picture.
  • Post 1-2 times per day – Staying active is important but focus on the quality of the post. If you have nothing relevant or useful to share, don’t post. Your social media campaign on Facebook won’t take a hit if you don’t post for a few days. 
  • Invest in Facebook Ads – Facebook Ads will place your content directly in front of an audience with the highest probability of patronizing your brand. 

SEO for Your Business

2. YouTube

YouTube has grown exponentially in the last few years. With more than 2 billion monthly active users, YouTube is the second most popular social media platform behind Facebook. 

Here are other YouTube statistics that should encourage you to start a channel:

  • Number of hours worth of YouTube videos streamed daily: 1 Billion.
  • Number of channels checked out by daily visitors: 8.89
  • Percentage increase of videos with the keyword “home office”: 210%
  • Percentage of B2B decision-makers who were influenced by YouTube to make a purchase: 50.9%
  • Percentage of viewers who bought a product after seeing an ad on YouTube: 70%.

These statistics prove that YouTube has grown not just in terms of revenue but in terms of purpose. What used to be a source of entertainment, has now become a valuable source of information. 

In that regard, allow us to share one more stat:

72% of YouTube streamers report they used the channel to help them get fit and healthy during 2020 – the year of the pandemic.

How to use YouTube for your business:

  • Before you open a Brand Account on Google – To start a YouTube channel, you have to first open a Brand Account on Google. Before you do that, research your competition. Find out what types of content they’re putting out and take note of the ones that are generating the highest engagement. Also, create an Audience Profile. Gather data from your website or if you have, from another social media platform. At the end of every month, use YouTube demographics to finetune your Audience Profile.
  • Optimize your channel – First and foremost, YouTube is a search engine. Similar to its parent company, Google, it ranks content based on a specified set of factors. Optimize content by embedding high-ranking keywords in the title and description. Create fresh, unique, useful, informative, and engaging content that will compel more users to patronize your channel.
  • Engage your viewers – It’s perfectly fine to stay on a script but from time to time, veer away from the lines and just talk to your audience from the heart. Don’t hesitate to remind your viewers to “Like”, “Share”, “Subscribe”, or “Ring the Notification Bell”, at the end of your video. If they love your content – they will!

3. Instagram

How many of you have entered a cake shop wanting a cheesecake only to change it to a Sacher Torte with Schlag? Or how many of you only intended to bicep curl 50 pounds then at the last second, increase the weight to 100 pounds?

Such is the power of the Instagram effect! 

Image-based content creates engagement faster and at higher levels compared to text-based content because it stimulates the sense of sight and sound (if video-based) and in so doing, triggers a wide range of emotions from your audience. 

It’s no surprise that Instagram has grown from 1 million users during its first 2 months in 2010 to over 1 billion users in 2020

Here are a few more noteworthy numbers about Instagram:

  • Percentage of users who log in every day: 62%
  • Number of clicks on commercial posts: 130 million
  • The average number of minutes per day a user spends on Instagram: 30 minutes
  • Number of Instagram users who visit a Business Page every day: 200 million.
  • Number of Instagram users who click on posts about shopping: 130 million

How to use Instagram for your business:

  • Identify your target audience – The demographic of Instagram users is quite young. The majority of its community members are in the 25 to 34 age bracket. Also, the demographic on gender is too close to call with 51% women and 49% men comprising the Instagram community.
  • Write a good Business Profile – You only have up to 150 words to make a good business bio. Make the most of it by getting straight to the point – what is your business all about and why should consumers choose you? 
  • Create a storyline – Show your followers how your products are made. Let them know what a day is like in your office. Bring your followers to a special event such as a product launch. And always use excellent quality images!

4. Twitter

Twitter’s short messaging format makes it an ideal social media platform for marketing and promoting your products because the act of purchasing is often triggered by an emotional response. 

Short messages also resonate faster and when properly crafted, they can compel the reader to act accordingly. 

The numbers on Twitter show that it’s a great way to engage with your audience:

  • Increase in engagement when tweets are supported by videos: 10x
  • Number of tweets sent out per day: 10 million
  • The size of Twitter’s advertising audience: 353 million 
  • Percentage increase in Twitter usage because of the pandemic: 9.6%
  • Percentage of B2B content marketers who use Twitter: 87%

How to use Twitter for business:

  • Create an eye-catching profile – In the Twitter world, great visuals will always stand out. Create an eye-catching business profile by uploading a high-resolution image of your business logo and have a captivating design for your banner. 
  • Add a CTA to your Twitter handle – If you own a coffee shop called “Morning Java”, instead of using @MorningJava as your Twitter handle, add a CTA. For example, @GetMorningJava or @WakeUp2MorningJava. 
  • Tag Your Followers – Twitter is a wonderful social media platform to host events or contests. Going back to our previous example, Morning Java can have an anniversary giveaway of a large Americano for the first 10 visitors to a particular location. Then, tag a number of your followers who live near that location.


In Part 2 of this article, we will discuss four more social media platforms that you can consider for marketing your business. 

If you can’t wait and want to get your social media marketing campaign running, you can certainly do quite well with the four listed in this article. 

We recommend starting out with just one social media platform because it will be easier to manage and monitor the results. Get yourself well-acquainted with the social media platform before adding another network to your strategy toolbox.

An easier option would be to have us run your social media campaign for you. We have content writers with the skill to optimize your posts and graphic designers who can create amazing logos and images to give your brand a boost. 

Part 2 of the article will be dropping very soon! In the meantime, if you found Part 1 informative and interesting, feel free to share it with your community. 


Chatbots were created to make it easier and more convenient for customers to interact with businesses. 

Rather than deal with a human who may not provide the right answers because of duress, lack of preparation, or poor communication skills, customers can interact with a chatbot that has the answers to everything.

However, what the imperfect humans had the nearly-perfect chatbots did not have:

The ability to relate to humans. 

For all the times’ customers became irate with the agent on the other end of the line, they still missed the human touch. What humans lacked in giving an accurate response, they made up for in empathy. 

The earliest incarnation of the chatbot did not have this. 

That is until the Facebook Messenger chatbot came along.

What Is A Facebook Messenger Bot?

First, let’s define what a chatbot is.

A chatbot is a form of Artificial Intelligence or A.I. that is designed and developed as a messaging software program to allow businesses to communicate with customers.

The software program of a chatbot enables it to understand the various questions and inquiries relayed by customers so that it can formulate an accurate response. 

Thus, a Facebook Messenger bot is a chatbot that is incorporated into the social media giant’s messaging platform, Messenger. 

Why Does Your Business Need A Facebook Messenger Bot?

If your business is on Facebook – and which business isn’t – then you’re familiar with Messenger. 

Setting up a Facebook business page is almost a standard feature in every Digital Marketing strategy toolbox because the social network has 2.7 billion active monthly users.

But posting content on Facebook is not enough to harness the full power of the social media platform. Likewise, your business should have a Facebook Messenger marketing strategy.

1.3 billion people use Facebook Messenger every month. 

What are the benefits of using Facebook Messenger for your business?

1. Acquire New Customers 

It all starts with a simple inquiry. Turning the inquiry into a sale depends on how fast and accurately you can provide the answers. If the prospect is impressed with the response time, you can be assured of a new customer any time soon.

2. Increase the Rate of Sales Conversions

With Messenger, you can have customers browse through your products. For example,  if you are selling nutritional supplements, you can distribute the promos to your followers. If they’re interested, they can transact the sale right there and then.

3. Build Your Brand

It’s not just having a popular messaging platform to promote your business. If customers love the experience of dealing with your company via Messenger, it will leave an indelible impression. For sure, if friends ask them for recommendations, your brand will come out top of mind.

4. Enhance Customer Experience 

Have you ever tried to call customer service only to be put on hold for almost an hour? With Messenger, customer queues are a thing of the past. All they have to do is post their inquiry on your Messenger account. However, make sure you respond right away. Response time of 24 hours is still acceptable. 

How A Chatbot Powers Up Your Facebook Messenger Strategy

All these benefits of using Facebook Messenger considered, adding a chatbot to the messaging service takes your strategy to the next level!


Although there are 1.3 billion active users of Messenger and more than 6 million ads, only 300,000 have chatbots

The playing field is still sparse; the competition is fewer, you can access your customers faster and provide better service than your competitors who don’t have chatbots.

Investing in a Facebook Messenger chatbot is also cheaper compared to investing in an app because according to statistics 71% of people who download an app delete it after 90 days. 

With these in mind, how can adding a bot power up your Facebook Messenger strategy?

1. Target Your High-Priority Customers

A chatbot can identify customers from your subscriber list who are most likely to buy from you based on their past history and levels of engagement. They can send your Facebook Messenger sponsored ads directly to them. 

2. Speed Up – and Improve Customer Service

A human customer service representative can get tired answering the same questions over and over again. Not a Messenger chatbot – and the A.I. can respond within an hour. 

3. Qualify Potential Leads

Sometimes when you inquire about a company’s products or services on Messenger, your inquiry would be met with a default message that advises you of the turnaround time for the response.

In addition, there is usually a questionnaire asking the following questions:

  • Your purpose for the product
  • How you came across the company
  • Your budget
  • Questions on demographics

The chatbot is getting details to create a buyer’s persona. The information will help you qualify leads or potential customers for your business.

4. Close the Sale

A customer who’s in a rush won’t leave Messenger and go to a website to complete the transaction. A chatbot can do this for you simply by asking the customer to fill out an order form. 

Once the order has been paid for, all the customer has to do is send a copy of the proof of payment via Messenger. The chatbot can confirm the order right away and provide details on the expected delivery time. 

5. Encourage Repeat Sales

A chatbot can accurately maintain the purchasing history of your customers. It can send a gentle reminder to a customer who bought a Truffle Cake for his wife to celebrate her birthday – which is 5 days away. And your customers will appreciate your business for keeping them in mind. 

Okay, so that’s the context of why your business needs a Facebook Messenger chatbot.

Now, let’s find out how to build one for your business!

Step-By-Step Guide To Making Your Facebook Messenger Bot

It used to be the case that you had to hire a developer to build a chatbot for you. Thanks to advances in digital technology, there are programs that can help you create a chatbot on your own. 

Will it take only 10 minutes to make a Facebook Messenger bot? Maybe if you have some background in coding or have done this before. Our point in stating that you can create a bot in 10 minutes is to tell you that it can be done and it’s not as hard as you think!

Who knows? Maybe you can build your chatbot in 5 minutes!

There are 3 popular chatbot-building programs to choose from:

  1. ChatFuel
  2. ManyChat
  3. DialogFlow

Of these 3 programs, we recommend ChatFuel because we believe it’s the easiest to use and offers wonderful versions even if you opt for the free version.

Step 1: Log-In To Your Facebook Account Then Connect to ChatFuel 

Make sure you’re using the same browser that you used to log-in to your Facebook account to access the ChatFuel homepage. 

Once you’re on the ChatFuel homepage, click “get started for free” then authorize ChatFuel to access your Facebook account. 

Step 2: Choose the Facebook Business Page For The Chatbot

Chatbots only function for business pages and not personal accounts. If you don’t have a Facebook Business Page, you must create one first.

If you have more than one Facebook Business Page, choose the one that you want to have a chatbot for its messaging service. 

Step 3: Take the Tutorial

When you’ve connected ChatFuel to a Facebook Business Page, you will be given a chatbot builder tutorial. We suggest that you take a few minutes to go through the tutorial. 

Step 4: Compose Your “Welcome” Message

Whether your visitors are first-timers or previous customers, everyone loves to read a welcome message. It makes them feel attended to and important. 

Should you mention that the message is from a bot? 

We think that it’s perfectly fine to inform the visitor that he’s dealing with a chatbot. First, chatbots are common so there’s no surprise really. Second, it shows the visitor that you’re honest and transparent. Third, if something goes wrong, the visitor can immediately attribute the problem as a technical or programming issue. 

Here’s an example of a welcome message:

“Hi Larry! Welcome to Garden Emporium. Thank you for taking the time to chat with us. I’m a chatbot that can help you find answers to your questions. How can I help you today?”

An A.I bot can decipher the visitor’s question and pull out the response from a default list of answers. However, be prepared for inquiries or problems that weren’t covered by the list of responses. 

What you can do is to create a backup message for situations such as this. Here’s an example of a backup message:

“I’m not clear on what it is that you’re asking. But if you could click on this link, you may have the answers you’re looking for.”

Then, provide a link to a Frequently Asked Questions (FAQs) page or to a reference link that could be relevant to the visitor’s inquiry.

Step 5: Create the Conversation Navigation

At any point in time, the chatbot will be faced with different questions from visitors. You have to anticipate what these questions are and prepare the Conversation Navigation or the series of default responses that the chatbot can give. 

There could be dozens of questions! Start first with the most common ones such as:

  • Where is Garden Emporium?
  • What is the fastest way to get to Garden Emporium?
  • What varieties of plants do you sell?
  • Do you sell garden tools and equipment?
  • Do you accept credit cards?
  • What time do you open?
  • What time do you close?
  • Are you open on holidays?
  • Are you open on Sundays?

To get the conversation navigation in motion, you have to create a “block” for each question. Don’t worry if you have a laundry-list of questions. It’s easy to create a block. 

  • Click “Add Block”
  • Give each block a title

When you’ve created a block for each of the questions, go back to your welcome message page and click “Add Button”.

Type in the name of the button in the first field. This is the name that you want your visitor to see.

Finally, select the block that you want to bring your visitor to.

Step 6: Create the Dialogue for the Block

Now you’re ready to compose the answers or the response for the blocks you just created. 

ChatFuel has a number of options you can use to customize your responses.

  1. Text Card – Simply type in the response you want on the block.
  2. Typing – The visitor will get the experience of someone typing the answers.
  3. Quick Reply – No need to bring the visitor to a new block. Instead, the response is shown on the block.
  4. Image – If the visitor’s inquiry requires a visual, the block will upload the appropriate image. For example, if the inquiry is “Do you have an image of the echeveria succulent plant?”
  5. Gallery – Similar to Image but the request is for more than one image.

Step 7: Build Your A.I.

Simply click “Set Up A.I.” and you’re good to go. 

This is the step where you fortify the messaging service by making sure all the possible questions and inquiries to your A.I. will be covered by accurate responses. 

Yes, you can direct the response to the blocks you created but you can also create new responses to other possible questions.

Step 8: Go Live With Your Chatbot

The other cool thing about ChatFuel is that it saves your work as you go along. To go live, you just have to copy the link and paste it into your Facebook page. You can also add the link to your website and online ads.


  • Open the left-hand navigation menu.
  • Go to the “Promote” page.
  • Copy the URL.

Then paste as you please!


Chatbots are here to stay so start building one for your Facebook Messenger account. It’s easy enough to create on your own and a chatbot will add more value to your Facebook Messenger strategy. 

Your customers will certainly appreciate having their questions and concerns addressed right away. 

If you want assistance, we can build your Facebook Messenger chatbot for you. Just give us a call or send an email. We will get back to you as soon as we can.

And if you enjoyed this article, feel free to share it with your community.

To get straight to the point – Yes, you should include social media as part of your digital marketing strategy in 2020. 

Over the last decade, social media has evolved from a platform for connecting with social circles and sharing daily updates to a powerful medium for influencing choices with the targeted distribution of optimized content, the active promotion of thought leadership, and purposeful engagement with the community. 

Thus, social media is an effective medium for sharing content. It is a proven platform for building your business’ brand and reputation, promoting products and services, and creating strong and sustainable relationships with your customers.

If social media was part of your digital marketing strategy in 2019, read on! The tips we provide will make your 2020 strategies more relevant, effective, and impactful. 

And if you haven’t included social media in your digital marketing strategy, it’s not too late! 2020 is as good a time as any to start your first campaign. 

Why 2020 Is A Good Time To Launch Your First Social Media Campaign

In 2019, there were an estimated 3.484 billion social media users worldwide – a 9% increase from 2018. 

The increase in the number of social media users goes hand-in-hand with the number of Internet users. The more accessible the Internet becomes, the more people will venture to social media.

In 2018, the Internet was accessible to 3 billion people. In 2019, the number of people on the Internet was estimated to be 4.4 billion people. 

According to Cybersecurity Ventures, the growth of the Internet will slowly catch up with the growth of the population. 

The group forecasts that by 2021, 75% or 6 billion of the projected population of 8 billion people will have Internet access. By 2030, 90% or 7.5 billion out of an estimated 8.5 billion people will be online. 

Based on these trends, we can reasonably expect that as the population grows, so will the number of social media users. 

If you are still thinking of including social media in your digital marketing strategy, remove your “thinking” cap and put on your “working” cap. It’s time to get social!

7 Social Media Trends To Watch Out For In 2020

Social media is in a constant state of evolution because people’s interests, tastes, and preferences are always changing. The strategies that produced results last year may no longer be effective in 2020.

Here are 7 social media trends that could shape your digital marketing strategy in 2020.

1. Less Focus on Getting People to “Like” Your Content

Social media is no longer just a platform where the objective of posting content is to generate the highest number of “likes”. 

Getting a “like” will do wonders for your ego but very little – or nothing at all – for your business. It could just be a sympathetic gesture from friends who want you to feel good. But clicking the “like” button does not mean people like your content. 

People are looking for content that has value. They want content that addresses a specific need, compels opinions and ideas to be shared and helps members of the community arrive at the best decisions. 

For this reason, social media platforms such as Instagram and Twitter are putting less emphasis on “vanity metrics’ – like the “like” button and the number of followers. 

Digital marketers feel that the pressure to garner “likes” only succeeds in affecting the person’s mental health and does little to strengthen the brand or put the product at the forefront of the consumer’s consciousness.

Instead, the focus should be on the quality of content and the rate of community engagement. 

What good would it do your business if you have 1,000 followers but only 10 members regularly engage with your content? On the other hand, your page could have only 100 followers but 50 of them could be actively engaging with each other in your posts. 

2. Video Content Will Be King

Bill Gates once famously wrote, “Content is King”. Today, the billionaire-founder of Microsoft would willingly amend his statement as “Video Content will be King”.

A 2019 study that was published by Social Media Week revealed the following eye-opening numbers about the future of video content marketing:

  • 82% of all online traffic will be composed of video-based content.
  • 78% of daily Internet users spend their time watching videos.
  • 72% of consumers prefer video as the medium for learning about a company’s products and services.
  • 95% of consumers retain information better with videos.
  • 54% of consumers want more video-based content.

Video marketing is an effective driver of content because it appeals to the senses of sight, sound, and can potentially trigger powerful emotions that can compel the audience to comply with your call-to-action. 

Today’s smartphones have cameras that can capture good quality videos. Start a YouTube channel for your business and upload video content about your products and services. 

How do they work? What problems or issues can they fix? You can also post videos about your personal life to give the audience an idea of who you are and what you do outside of work. 

At Mountaintop, we recommend having an explainer video made. You can post it on YouTube then embed the link on the homepage of your website. An explainer video will get more people to stay on your website and check out your products and services.

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3. Social Media Audience Segmentation Will Play a Bigger Role

Social media gives you the advantage of targeting consumers who may be interested in your products and services. Even if you’ve acquired a good-sized following, they remain part of a community – your social media community. They followed you for a reason.

People follow you for different reasons. Yes, most will probably follow you because they are fans of your business. They love your products and want to stay updated on future developments.

There could be those who followed you not for the products you are selling, but for the tips you provide in your blogs. Maybe they are not interested in your products but they value the insights you provide in the industry. 

Keeping track of who engages in your content; the ones who ”like” or share your blogs, and reading through the discussions in your posts can give you valuable insights on the market segments you are attracting.

You can use social media analytics to give you key data on the types of content that are generating the highest levels of activity on your page. Take note of who they are, where they are coming from, and how they are accessing your content. 

Use data to create specific buyer profiles of your customers. Having data-backed information will help you customize the types of content that will target specific market segments. 

4. The Continued Rise of Social Shopping

If you’re a retailer, having an e-commerce website is a key component in maximizing online opportunities. The website is where interested parties go to view your product and transact with your company.

On the other hand, social media platforms have become effective in generating inbound traffic to your e-commerce website. 

Research has shown that social media has significantly contributed to the growth of e-commerce in the United States in the last decade. 

Posting images and information about your product on social media platforms such as Instagram, Facebook, Twitter, and Pinterest has been proven effective in influencing the buying decisions of consumers.

Publishing blogs on Facebook, LinkedIn, or Google Plus about your business, industry insights, opinions on current trends, and providing useful tips that solve common problems will do wonders for your online reputation as a valuable resource. 

To get people to visit your website, always include a link with your call-to-action in your blogs and other types of content. 

5. Public Sharing Will Give Way to a More Personalized Approach

Privacy remains an issue on the Internet. Other than the constant threat of cyber-attacks, you want to manage the risk factors that you can control. When engaging in social media, it’s a good idea to take full control over your personal information. 

Concern over the security and integrity of personal information is one of the major factors that have contributed to the popularity of messaging apps such as Messenger. 

For example, if a follower of your Facebook page asks for details about the price of your product and preferred mode of payment, you can just send the person the information via Messenger. 

Another example is dealing with customer complaints. 

If a customer posts a complaint on your Facebook page, you can shift the discussion from the public thread to Messenger. This is a great way to manage your online reputation and at the same time personalize the approach for your customer. 

6. Greater Dependency on Authentic Content

The Internet is rife with online merchants offering a wide variety of products and services. Unfortunately, you take the good with the bad. 

While there are e-commerce websites that you can trust, the Internet has its fair share of businesses that have malicious intent as their primary objective. 

Also, there are businesses with the “take it or leave it” mentality. They only care about the sale – not the customer.

In a sense, social media has tipped the balance of power toward the consumer because it has given him a platform to air his opinions about a business. It has given consumers a valuable resource for getting information on a product or service before making the decision to patronize the business or not. 

Think about your own experiences. If you liked your dining experience at a particular Italian restaurant, wouldn’t you take pictures of the food you ate and post it on Facebook, Twitter or Instagram?  

In contrast, if you had a rough encounter with the customer service people of a telecommunications company, wouldn’t you post about the incident on Facebook or LinkedIn?

Powerful emotions compel people to write reviews about a product or a service. This is why consumers value them. They are content that is perceived as sincere and driven by purpose and therefore, authentic. 

Invite your followers to post reviews and comments about your products and services on your social media pages. 

Your willingness to leave your business vulnerable to the risk of getting scathing reviews shows your confidence in your offerings. We will continue the discussion in the next section!

7. Social Media Builds Meaningful Relationships

For businesses, product reviews and other types of customer-generated content are a win-win situation. Yes, getting bad reviews can be good for you!

In the first place, there is no such thing as a perfect product. Consumers have different tastes and preferences. 

Perfect service is the goal but it is not realistic to expect it 100% of the time because people are human and there are days that they can be off their customer service game.

If you get a negative review, don’t ignore it. Act on it right away! Use it as an opportunity to show your other followers that you care by addressing the issue directly on the thread.

For example, a customer named Matt posted a complaint on your Facebook page that the Wi-Fi router he bought from you did not last 2 days. 

A good response would be:

“Hi, Matt! Thank you for calling our attention to the router. We are sorry about your experience. I am Roger and I handle technical support. I just messaged you my email address and contact number. Kindly email the details and let’s schedule a phone call over the next 24 hours. Rest assured, we are committed to making you a customer for life!”

When you respond to a comment, it will not matter if the customer is irate. For sure, he will appreciate your immediate attention and timely response to his concern. 

And if the customer is happy, an appropriate response will show that you value the relationship and not just the business. 


The “social” aspect of social media refers to its dynamic nature. As people change, so do their online behavioral patterns. You have to keep track of these changes in behavior and apply your findings to your strategy so you can stay ahead of the competition.

Social media will remain relevant, useful, and valuable in 2020 and beyond because it gives your business more than just an online presence. 

Social media humanizes your business. It creates bridges that connect you with your customers, followers, and potential end-users. 

In combination with a thoughtful, purposeful, and engaging content marketing strategy, social media will give your business a personality that consumers can connect to and develop a strong, long-lasting relationship with. 

For consumers, it’s not just about “What” your business is – it’s about “Who” your business is. 

Let us help you get back on track with your social media program! 

Give us a call or drop us an email. We can design a smart, data-based digital marketing strategy for your business that will optimize our content-driven social media marketing campaign. 

And if you enjoyed this article, feel free to share it with your community!

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Any marketer should know how important social media is for growing your business in 2019. It can be a powerful influencer that should be a standard feature in a Digital Marketing toolbox.

If you are already using social media for your business, you might be in a great position to leverage its scope and reach in order to capitalize on opportunities available on the Internet. If not – it’s never too late to start in 2019.

There is no question about it. If you want your business to grow, you should be in social media.

With so many social media platforms on the Internet, the more appropriate question would be – which ones should you use for your business in 2019?

How To Choose The Right Social Media Platforms For Your Business

You may come across some entrepreneurs who will tell you that social media marketing isn’t as effective as people – and the marketing websites – make it out to be.


“It takes too much of my time.”

“I don’t have any results to show for my efforts.”

Social media marketing is not the veritable “lightning in the bottle”. It is no magic potion that can cure whatever ails your business. As popular and effective as social media marketing is, there are no guarantees.

You have to put in the time, thought, strategy, and effort to make social media marketing deliver results for your business. It all starts with knowing which social media platforms will help you achieve your marketing objectives.

Choosing the right social media platform for your business is a process in itself. You cannot simply write down the name of the platform on a piece of paper, throw them inside a hat, give a quick shuffle, and blindly pick out the social media solution for your business.

Before selecting your social media platform, ask yourself these 3 questions:

1. What Kind of Business am I Running?

In any given industry, the business model of an entrepreneur will be markedly different from another entrepreneur.

  • Are you B2B?
  • Are you B2C?
  • Do you cater to both B2B and B2C?
  • Are you selling tangible products?
  • Are you offering services?

The kind of business you are running will have an influence on your choice of social media platform.

For example, if you are running a B2B enterprise, LinkedIn is a good social media platform to use for targeting potential clients, expanding your business contacts, or enhancing your reputation as an expert in the industry.

LinkedIn also has its own blogging platform. Create your own content and share your knowledge with the community. It is a great way to highlight your expertise in the industry and an opportunity to build your business’ brand.

For a B2C enterprise, Facebook would be ideal for you because the platform encourages customer interaction. People on Facebook are regularly searching for recommendations, product reviews, and high-value opportunities.

If your products are highly visual, such as fashion apparel or food, you should include Instagram among your choice of platform.

2. What Is the Profile of My Audience?

One of the most common mistakes people make in social media is to post without rhyme or reason. Sure, posting content will help you stay visible. But are your posts relevant enough to keep you top-of-mind?

If your posts do not resonate with your audience, they will largely be ignored. Over time, your audience may simply view your posts as a “nuisance” and you may end up losing followers.

When posting content, the number 1 rule is to post for your audience, not for yourself. Get an idea of who your audience is:

  • What types of content do they like?
  • What are their interests?
  • What are their needs and concerns?
  • Do they prefer long posts or short posts?
  • What is their average income?
  • What are the demographics?

Having an audience profile is valuable when putting out PPC ads. You want to be sure that your ads will appear in front of people who will find value in them.

For example, if you are a realtor for high-end properties, your ads should find their way to people who have families, a stable job that pays well and are looking to invest in property.

3. What Is My Marketing Goal?

Businesses have different marketing goals. Some may want to use social media to generate leads. Some may want to build up their number of followers. Other businesses may want to use social media to share their expertise and in so doing, build up their brand.

Social media platforms are communities on to themselves. They attract specific types of users. These platforms can be used to meet different marketing goals but there are platforms that may be better suited than others.

For example, LinkedIn may be a better lead generator for B2B accounts than Facebook although Facebook would be more effective for B2C.

Can you have multiple marketing goals? Yes, but it would be better to focus on just one goal then break the rest into smaller goals. This way you will be able to maximize each social media platform that you will use.

The Best Social Media Platforms That You Should Consider For Your Business in 2019

The most effective way to find out the best social media platforms that you should have for your business is to get a social media audit. If you are interested, feel free to give us a call or send an email. We can arrange a free 30-minute consultation on how to go about your social media marketing strategy.

For the time being, we have created a list of the best social media platforms you can consider for your business in 2019.

1. Facebook

With more than 2 billion monthly active users, 65 million business pages, and 6 million advertisers, Facebook is the biggest social media platform on the Internet. If you want to build a massive social presence on the Internet – and who doesn’t – you should put up a Facebook page for your business.

As we mentioned earlier, Facebook is great for B2C clients but may also have value for those targeting B2B clients. This is because Facebook encourages close customer interaction. People love to post comments which opens the door for engagement.

Facebook also has its own messaging platform, Messenger. Businesses use Messenger as their chat support service. Likewise, Messenger has become a popular medium to run PPC ads.

Here are our tips on how to use Facebook for your business:

  • Post relevant content twice a day.
  • Ideal length of a Facebook post – 40 words.
  • Ideal length of a Facebook ad – 5 words
  • Whether you decide to create or curate content make sure it has value to your followers.
  • Encourage your customers/ followers to post reviews, comments, and suggestions.
  • Don’t be afraid of negative reviews. If you do receive negative reviews, respond to them in a professional and timely manner.

2. YouTube

YouTube is the largest video-streaming website on the Internet and is owned by Google, the largest search engine on the Internet. It is also the second largest social media platform after Facebook with 1.9 billion monthly active users.

With those kinds of data and numbers to back you up, YouTube should be seriously considered as part of your social media marketing strategy.

Video is also a powerful medium for delivering content. A study published by HubSpot revealed that after watching a video, 80% of the audience will remember its content one month later.

Here are our tips on how to use YouTube for your business:

Keep your videos short. The average length of a YouTube video is 4.4 minutes.

Your Call-to-Action (CTA) should be stated during the first few seconds of the video.

Ideal number of characters for the video title – 70 characters

Ideal posting frequency in YouTube – It would depend on the type of business. Gamers usually post multiple – 5 to 6 – short videos every day. Try posting at least one video per week to stay top-of-mind.

Instead of embedding your explainer video on your website, upload it on YouTube and attach a link on your Home Page.

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3. Instagram

Instagram is a popular video and image-sharing social media platform that enjoys over 1 billion monthly active users. It is also owned by Facebook which should give you extra motivation to add Instagram in your social media marketing strategy.

Recently, Instagram introduced IGTV for users who enjoy posting longer content. If your business sells products that are highly-visual, Instagram is for you. The same can be said for businesses that offer services which are highlighted by movement such as Personal Training and cooking.

Here are our tips on how to use Instagram for your business:

  • Ideal posting frequency – twice a day.
  • Recommended length of posting captions – 138 to 150 characters.
  • Recommended length of ad captions – 125 characters
  • Focus on quality over quantity; use high-resolution images.
  • Use hashtags to generate more followers and increase engagement. According to a study by Maven, 11 hashtags per post result in the highest levels of engagement.

4. Tik Tok

Have you heard or read about Tik Tok? You can be forgiven for not being informed about this fast-rising social media platform which originated from China. Currently, Tik Tok has 500 million monthly average users.

Tik Tok is a streaming service for short music videos. Although it is popular in Asia, the platform is fast making its way to North America. In 2018, Tik Tok beat out Facebook and Instagram as the Internet’s most downloaded app.

Here are our tips on how to use Tik Tok for your business:

  • Tik Tok appeals to the young demographic; the “tweens” up to age 18.
  • You can record and upload up to 60 seconds worth of video; on average keep it shorter at 15 to 30 seconds per video.
  • Ideal posting frequency – at least once a week.
  • Use the special effects feature to create more dynamic, entertaining, and engaging videos.

5. Twitter

Twitter is perfect for social media campaigns that need real-time engagement. For example, if you are celebrating the First Year Anniversary of your bakeshop, send out the following tweet for instant sales:

“One Year Sale! First 50 customers in the next hour will get 1 dozen glazed donuts for free!”

Twitter is a great source of information on anything from sports, entertainment, politics, and various special interests. It is ideal for doing research on your market and creating an audience profile.

Twitter averages 335 million active users every month.

Here are our tips on how to use Twitter for your business:

  • Keep your tweets to 70 to 100 characters.
  • Tweet multiple times per day – 15 tweets per day is highly recommended.
  • Twitter is particularly effective as a customer service channel. SalesForce calls Twitter the new 1-800 number for customer service.

6. LinkedIn

For the reason that LinkedIn is the popular choice of executives, influencers, job seekers, and Human Resource personnel, it should be referred to as a professional network more than a social network.

LinkedIn is great for networking. Subscribe to LinkedIn’s premium service so you can customize the parameters of your search. You can find potential contacts by identifying the industry, designation, and location of your prospects. You will also be allowed to contact them directly through the InMail feature.

Here are our tips on how to use LinkedIn for your business:

  • When sending invitations to connect, make sure to personalize them. LinkedIn has a default invitation format but it is always a better idea to add a personal touch to your networking approach.
  • Blog at least twice a week to develop your brand and increase your profile.
  • Advertise in LinkedIn. Your personalized ads can be directed to specific inboxes.
  • Update your profile frequently.
  • Update your status twice a day; use between 50 to 100 characters.


There are other social media platforms that you can consider.

Similar to Instagram, Pinterest is image-based. This is another fast-growing network which users find particularly effective for building brands. According to a study, 78% of its 250 million monthly users find its content useful for patronizing certain brands.

Reddit and Tumblr are ideal for generating engagement, brand building, and driving traffic to your website.

Keep in mind that you should not expect to achieve success overnight when using social media. It takes time and effort to increase visibility and your online presence organically.

If you want to learn more about how social media marketing can grow your business, give us a call.

And if you enjoyed this article, please feel free to share!

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While many employees spend their free time daydreaming of becoming financially independent, the entrepreneur is working to make the dream a reality. That is why entrepreneurs are risk-takers by nature.

Entrepreneurs are willing to take that all-important first step of breaking free from the chains of the 9-to-5 grind and take command of their of their own destiny. Instead of driving someone else’s business, they go behind the wheel and follow the course they have charted for their own business success.

Yet, sometimes these very same attributes – ambition, drive, and dedication – can become an entrepreneur’s own worst enemies.

They end up taking on too many tasks most of which are administrative in nature. As a result, a big chunk of their waking hours are spent – rather, wasted – attending to functions that have no direct contribution to their bottom line.

The workday becomes unproductive. The essential tasks or the core functions of the business are left unattended. Goals are not met. Business targets become farther away today compared to yesterday.

By taking on non-essential tasks, the entrepreneur ends up working for his/her business instead of on his/her business. Ironically, the entrepreneur has become an employee of his/her own business.

Is there a way or a process the entrepreneur can use so he/she can focus on the main functions of the business without overlooking the administrative tasks?

The Solution: Outsource Tasks And/Or Services!

Ask yourself these questions:

  • Would you rather spend 2 hours filtering your Inbox or working on a client’s project?
  • Would you like it if your phone keeps ringing every 30 minutes while you are working on your client’s project?
  • Would it be okay with you if the Internet provider cut its service because you unwittingly forgot to pay the latest invoice?

If you answered “No” to these questions, it is time for you to consider outsourcing tasks of your business.

Outsourcing is the process of delegating or transferring predetermined tasks or functions to a third-party service provider.

You can read more about the benefits of outsourcing in our article “How Outsourcing Tasks Can Save You Tons Of Money – And Build Your Business”. In the article, we presented an accounting of how much money you can save through outsourcing.

Essentially, outsourcing is the ideal strategy for entrepreneurs, especially those in the start-up stage, because it is a low-cost, high-value solution. From the article, you will come to understand that with outsourcing, costs are easily managed.

Outsourcing will present you with options that you can use to stretch your finances without compromising the quality of goods and services.

FTE Vs. Outsourced Talent: Which Is The Better Option?

Cost savings are possible because you are taking advantage of comparative advantages that are generated by outsourcing foremost of which is labor.

With outsourcing, you are not hiring full-time employees or FTEs. Instead, you are contracting the services of qualified people or agencies. This distinction between FTE and contracted services is very important!

Let’s compare the FTE and the outsourced talent:

Particulars:FTE:Outsourced Talent:
Rate/Hour (Minimum)$18$8
Work Hours/Day8Flexible
Work Days/Week5 to 6Flexible
Paid Benefits:YesNo
Total Cost:$27/hour$8

As you can see, flexibility is the key differentiator between an outsourced talent and an FTE. When you contract services, you are not obligated by law to pay a minimum wage or designate the mandated work hours per week.

This makes it possible to be more financially flexible with the outsourced talent compared to hiring an FTE.

Here are some real-world examples:

  • Contract the services of a virtual assistant who can manage your administrative tasks 10 hours a week.
  • Outsource content writing services and pay the outsourced talent on a per word or per productive hour basis.
  • Outsource web development/management services to Mountaintop Web Design and pay fixed charges on a monthly basis.

By agreeing on the conditions for payment, you are assured of higher productivity and better quality of work.

According to a study that was presented by productivity coach Steve Pavlina, the average American office worker only puts in 90 minutes of productive work every day.

That is 90 minutes out of 480 total work minutes every day or a productivity rating of only 19%! Yet, America remains the strongest economy in the world.

What happened to the remaining 390 minutes? According to Pavlina, those hours are spent surfing the Internet, taking extended water cooler/coffee breaks,  napping, checking their cell phones, and reading the news.

Guess what? Those hours are paid. This means every time an FTE chit-chats with a another FTE about the latest Netflix movie, you are paying for those minutes.

By outsourcing, you are also increasing your level of productivity because now you can place greater focus on the main enterprise of your business.

A study presented by the Harvard Business Review showed that at most, people can only maintain 100% focus on a given task for 90 minutes. After completing the task, you have to rest the mind for at least 10 minutes.

Assuming an 8-hour work schedule, this means that by outsourcing tasks, you can target 4 to 5 tasks to accomplish every day. That is 360 minutes out of 480 minutes per day or a productivity rating of 75%!

In contrast, a fully-paid FTE who can tender only 90 minutes of productive time per day will possibly only accomplish 1 task per day.

Which Tasks Should You Outsource?

Hopefully, at this point, we have convinced you of how outsourcing can build your business. The question we will answer in this section is which tasks you should outsource.

In the future, we will present a more detailed and comprehensive article on how to take a strategic approach to outsourcing that can scale up your business. For now, we will show you how to identify the tasks that you should outsource in order to streamline costs and increase productivity.

You will need to answer these questions:

  • Which tasks are non-essential or not directly related to my business’ main enterprise?
  • Which tasks will require a higher level of expertise and greater experience?
  • Which tasks are repetitive in nature?
  • Which tasks do I have the tendency to overlook or forget?
  • Which tasks do I greatly dislike doing?

From there, you will probably come up with the same or similar tasks that we have outlined below:

1. Administrative Tasks

For many entrepreneurs, administrative tasks are the necessary evils of running a business. These tasks are categorized as non-essentials, meaning they are not directly related to your business’ main enterprise. However, they play an essential role because administrative tasks keep your business organized and running.

Examples of administrative tasks that you should outsource:

  • E-mail Filtering
  • Calendar Management
  • Appointment Setting
  • Phone Handling
  • Preparing Reports
  • Limited Research
  • Database or CRM Management
  • Bookings and Reservations
  • Preparation of Limited Communication

2. Technical/Specialized Skills

Your business may need to introduce new products and services that require greater skill, a higher level of expertise, and longer tenure. These are skills that you cannot become proficient at simply by watching YouTube videos or reading a “For Dummies” instructional. Otherwise, the quality of work will suffer.

Examples of technical/specialized skills that you should outsource:

  • Website Design/Management
  • Digital Marketing
  • Search Engine Optimization
  • Search Engine Marketing
  • Content Writing
  • Graphic Design
  • Software App Development
  • Transcription Services
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3. Customer Support Services

Many businesses stunt their growth because they are only focused on new market development. In so doing, they neglect their current market base or end users of their products or services.

Don’t forget your current end users. They are already your customers. The cost of maintaining them is lower than creating new markets for your products and services. And the returns are much higher because your current end users already made the decision to choose you over the competition.

Having great customer service assures your existing end users that their needs and concerns are always met and addressed right away.

Examples of Customer Support Services that you should outsource:

  • Inbound Phone Support
  • Technical Support Services
  • Email Support
  • After-Sales Surveys or Outbound Call Support
  • Chat Support
  • Content Moderation Services

4. Back-Office Functions

It’s called the back-office because the people who work here are not seen but otherwise play a valuable role in running your business. You can outsource these tasks to qualified third-party service providers and still get great results.

Examples of back-office functions that you should outsource:

  • General Accounting
  • Payroll Preparation
  • Employee Benefits Administration
  • Human Resources Management – Recruitment, interviews, testing, evaluation, and selection


To better understand the value of outsourcing, let’s delve into the mind of the entrepreneur.

Entrepreneurs or to be more specific, small to medium scale business owners, are limited by their resources. Even the most successful ones do not have the benefit of liquidity compared to large scale businesses. This is, of course, part of the growth process.

As a small business owner, the immediate challenge is to maintain liquidity before achieving profitability. Effective cash flow management is very important. Thus, an entrepreneur strives to keep operations as lean as possible.

Instead of hiring employees to help him/her run the show, they take on most, if not all of the tasks of the business.

Ask any entrepreneur and they will tell there is nothing they can’t do. Like a superhero, an entrepreneur will take on any challenge and believe they can win it. The reality is, victories are only short-term.

Over the long-run, the number of unproductive workdays has accumulated to a point that the business starts to suffer.

Your best option is to outsource specific tasks or functions. Not only will outsourcing services greatly reduce the costs of running a business but the strategy will help you increase productivity without compromising the quality of work.

If you enjoyed this article and know people who would greatly benefit from it, please feel free to share!

And if you would like to know how Mountaintop can help you get started on your own outsourcing solution, please do not hesitate to give us a call. You can consult with us for 30 minutes free of charge.

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Whether you are a start-up or a business that has been running for a while, people you meet will surely ask one question:

“Are you on social media?”

There is no denying the power and influence of social media. Of the 4 Billion people who are on the Internet every day, almost 3 Billion are on social media. That’s 75% of the daily Internet users and nearly 40% of the world’s total population.

If you want to build an online presence, you should be on social media.

Or do you?

Is social media the be-all and end-all of online marketing?

Is it possible to survive in a competitive industry without the benefit of social media?

Not only will you survive a competitive industry without the benefit of social media, but you may even thrive.

Is Social Media For Everyone?

If someone wants to lose weight, one of the first things he/she will probably do is take up running.

And why not? Running is a basic skill we learn growing up. It is an activity that you can do anywhere and many people have gotten great weight loss results from running.

However, running is not for everyone. If you have weak joints, running can lead to serious injuries. Likewise, using poor running technique can lead to chronic pain in your feet, knees, and lower back.

Moreover, it is not the only way to lose weight. You can swim, bike, walk, play ball, or work out in a gym.

Of course, exercise alone will not make you lose weight. You have to follow a strict, low calorie, healthy diet. A combination of exercise, diet, and good quality sleep will lead to long-term, sustainable weight loss.

The same can be said about social media. It is not for everyone and social media is not the only way to market and promote your business.

Social media has gained prominence as an online marketing strategy because every business website that writes articles about growing your business invariably has a section devoted to social media.

In fact, we have written about social media in our articles “How to Launch a $100 Digital Marketing Campaign” and “5 Reasons Why Small Businesses Need to Invest in a Digital Marketing Strategy”.

Social media has become such a force of nature that you can easily get swept away by its power and influence.

Big companies such as Apple, Amazon, Samsung, Nike, and Walmart are active on social media. So are major influencers such as Neil Patel, Tim Ferris, Sir Richard Branson, and Warren Buffett.

Social media marketing is also inexpensive. Once you have created an account, you can reach out to people you know and work your way through their contacts list so you can grow your own followers.

From there, it is just a matter of posting content frequently.

Easier said than done.

7 Ways To Grow Your Business Online Besides Social Media

If you haven’t seen quantifiable results from your social media efforts, you are not alone. It takes time to grow your followers organically.

You need to put thought and purpose behind your content. After some time, you will have to use social media analytics to help you pinpoint the types of content that generate the highest levels of engagement.

And it doesn’t end there. The best way to validate your social media efforts is to convert interest into sales. That is an entirely different ballgame.

Just because everybody – or more accurately 3 Billion people – are doing it doesn’t mean that you should also.

It may not be for you.

There are other ways to grow your business online besides social media.

1. Mobile-Responsive Website

If you have a website – good. If you have a mobile responsive website – great!

It would be difficult for your online marketing efforts to bear fruit if your audience cannot access your website from a mobile device. 57% of online traffic comes from mobile devices, especially smartphones.

Mobile-responsiveness is also a ranking factor in Google’s search algorithm. If your website is not mobile-responsive, it will not lead to a pleasant experience for users. Google will penalize your website in the search rankings.

2. Optimize Web Content

Writing online is different from writing a college term paper. Yes, you have to check your work for spelling and grammatical errors and the content must be thoroughly researched.

However, when writing Internet-based content, you must always have optimization in mind. Optimizing content makes it easier to get found on the Internet. The fundamental component in content optimization is the use of keywords.

Keywords are the words and phrases used by people to launch a search query. When integrated into your content, keywords will make it easier for the search bots to find and index your page for the SERP.

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3. Content Marketing

A 2018 global survey conducted by Smart Insights showed 20% of marketers believed content marketing was the online process that would have the most significant impact on business.

It should be no surprise because people continually search for content on the Internet. No just any ordinary content. The material that you publish must have the following qualities:

  • Fresh, original
  • Relevant
  • Usable
  • Informative
  • Well-researched
  • Easy to read

By consistently posting quality content on your blog page, you will be able to build a solid base of followers organically. They will consider you a valuable resource in the industry and trust the quality of your content.

Include a blog page on your mobile-responsive website. Then pack it with optimized, keyword-rich, and high-quality content.

4. Integrate Chatbots

Customer service a key component of every business. Great customer service means having the needs, concerns, or issues of your followers and patrons addressed right away.

Chatbots are becoming the norm in how customers interact with websites. In one study, 15% of respondents reported that they have interacted with chatbots over the course of a year.

Chatbots are a convenient way of managing customer service. First, they give precise answers. Second, they are not affected by emotional outbursts or stressful situations. Third, chatbots do not get sick and can run 24/7.

However, if a chatbot gets stumped, make sure it can be programmed to transfer the inquiry to a human customer service agent.

5. Email Marketing

Email marketing may not be as hip or cool as social media but it may well be a more effective online marketing process than Facebook or Twitter.

Take a look at the statistics comparing email to Facebook and Twitter:

  • Number of users – Email: 2.6 Billion, Facebook: 2 Billion. Twitter: 313 Million
  • Percentage of users who check these processes first thing in the morning – Email: 58%, Facebook: 11%, Twitter: 3%
  • Percentage of people who use these processes at least twice daily – Email: 91%, Facebook: 57%, Twitter: 14%
  • Users who made a purchase because of these processes – Email: 66%, Facebook: 20%, Twitter: 6%
  • Customer Acquisition- Email: 7%, Facebook: <1%, Twitter: 0%

Lastly, email has a higher ROI at 21% versus Facebook and Twitter combined at 15%.

6. Search Engine Directories

In the old days, when someone wanted to search up a business, he/she would use the Yellow Pages telephone directory. Today, that person would use search engine directories.

And yes, the Yellow Pages can be found online. This time, YP has other search engine directories as competition. These search engine directories include Google My Business, Bing Places for Business, and Yahoo! Local Listing.

Having your business listed in an online directory is an effective way to get found. This is especially true for retail-type businesses.

According to Google, 80% of Americans use search engine directories to track down a business. 50% of the search has resulted in a visit to the store and 18% of those visits resulted in a sale.

You can read more about search engine directories in our article, “Why Should Retail Locations Be Listed in Search Engines”.

7. Guest Blogging

Guest blogging is a good strategy to use for building your brand, establishing yourself as an authority, creating natural inbound links and driving traffic to your website.

There are blog sites that allow guest writers to share content on their website. However, it is a good idea to check on the authenticity and reputation of the blog site before making your inquiry.

In the same manner that there are good guest blog networks, there are also bad guest blog networks. You will know who they are because their ground rules sound spurious.

For example, these bad guest blog networks will not allow you to edit content or remove spammy links. Also, a visit to their site will yield a “treasure trove” of poor quality content.


Social media is a great way to build your business online. However, it is not the only way. Also, it may not be the best way to grow your business. As you have read, there are other tools that you can use to give your business the online presence it needs.

The bottom line is, a digital marketing strategy should not be dependent on only one tool. It should utilize a good number of processes that can provide your business with different avenues to achieve its goals.

From there, you can use Analytics to determine which processes are generating good ROI and which ones aren’t. Analytics is an effective tool for fine-tuning your digital marketing campaign.

If Analytics show that your social media marketing strategy is not delivering the results, find out why. Identify the weaknesses and try to institute improvements.

If upon further analysis, the results are not to your satisfaction, do not hesitate to repurpose the resources to other processes that yield better ROI.

Hopefully, we were able to give you some level of objectivity toward social media. Yes, it is powerful and influential. However, it may not be for everyone.

The good thing is there are other tools at your disposal which can be more effective than social media.  

If you liked this article, please feel free to share it. And if you want to learn more about how digital marketing can grow your business, please do not hesitate to give us a call or an email.

Consult with us for 30 minutes free of charge!

We hope to hear from you soon.

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How do businesses start? It all starts with an idea. That light bulb moment is triggered by a moment of inspiration. You have an idea for a product or a service that addresses the needs of a specific market. You believe that you have the experience and expertise to turn your idea into a product with a price that people are willing to pay for.

The next question is going to be a bit more tricky:

“Do you have the experience and expertise to get your product or service in front of the people who may find value in it?”

How Much Should You Spend To Market Your Business?

Marketing is an important function of every business. It helps you build your brand, bring awareness to your products and services, and enhances your reputation as a valuable resource in the industry.

However, in times of economic difficulty, marketing is quite often the first business activity to be cut. This is especially true for small business owners where capital is tight and access to funding is very limited.

According to a survey conducted by HubSpot, securing an adequate budget is the third biggest challenge in marketing.

Small businesses are hesitant to allocate more resources to fund marketing campaigns. Their focus is to keep the business afloat. This means paying off their monthly costs of operations, suppliers, and creditors. Savings are set aside to tide the business over in the event the stream of income slows down to a trickle.

The question is, “How much should you spend to market your business?”

A study conducted by Sageworks revealed that on average, a small business spends an estimated 1% of its annual gross revenues for marketing and advertising activities.

Thus, if a small business on average generates annual gross revenue of $350,000, the owner or proprietor would set aside 1% or $3,500 to take care of its marketing activities for the year.

Is $3,500 a lot of money to spend on marketing?

Alternatively, is $3,500 enough to effectively support a marketing campaign?

Some of you may be thinking, “Well, that’s not much”. Meanwhile, others may be thinking, “Wow! That’s a lot! I can’t afford that!”

The truth is marketing does not have to break the bank. There are ways, methods, and techniques that you can use to ensure your marketing campaign does not lose its stride.

Building The Foundation Of A Cost Effective Marketing Campaign

Before we discuss the best ways to market your business without breaking the bank, it is important to build a solid foundation for your marketing campaign to stand on.

Without a solid foundation, your platform will crumble and fail. The pillars of the foundation are processes that you must undertake before actively working on your marketing strategy.

1. Conduct Research

Research gives your marketing activity direction. The purpose of research is to collect information that will give you valuable insights on your target market; the demographics, likes and dislikes, demand preferences, and tastes.

You need research to help you identify trends and patterns; uncover the latest developments in the industry, potential growth areas as well as risk factors. Research helps you determine what your campaign should be about; its purpose and objectives.

2. Create a Buyer’s Profile

A buyer’s profile is simply a summary of characteristics, attributes, and behavioral patterns that define who your audience is. It will give laser-like focus to your marketing strategies; you know who your market is, their needs, interests, and concerns.

What information should be included in a buyer’s profile?

  • Gender
  • Age
  • Educational Attainment
  • Profession/ Occupation
  • Income Bracket
  • Civil Status
  • Number of Dependents
  • City
  • Preferred Social Media Network

3. Define Your Unique Value Proposition (UVP)

Some marketers refer to the UVP as the USP or Unique Selling Proposition. Although they essentially mean the same thing, we prefer to use “Value” instead of “Selling” because the word has greater significance and meaning when it comes to brand building.

As the term implies, UVP refers to your unique offering to your target market. It should answer the question, “Why should you choose me over the competition?” There must be something about your business that will influence the decision-making ability of your target market.

4. Focus on Building Your Brand

This is the third time we have mentioned brand building in this article – and it may not be the last! We cannot simply overemphasize the importance of building your brand. By brand building, we don’t mean just logos and catchy taglines.

Your brand is how your market perceives your business. It is a gradual transition from “what you are” to “who you are”. As such, it is a process that will take time and consistent effort.

All of the tools, techniques, strategies, and processes that you plan to incorporate in your marketing campaign must be aligned with your brand.

5. Identify Your Marketing Objective

“What do I hope to accomplish with our marketing campaign?” This is the underlying question that must be answered by your marketing objective.

A marketing campaign can have different objectives:

  • Build a trustworthy reputation in the industry
  • Acquire followers
  • Promote business, products, and services
  • Generate Leads
  • Increase sales conversion rates
  • Improve search engine rankings
  • Drive more inbound traffic to the website

Ideally, you should only have one objective in order to remain focused. However, you can break down your singular objective into several smaller goals.

For example:

Primary Objective – Increase search rankings

Smaller Goals:

  • Acquire followers
  • Generate Leads
  • Build a trustworthy reputation in the industry
  • Drive more inbound traffic to the website

6. Monitor, Track, and Evaluate Performance

Take advantage of the availability of online analytics such as Google Analytics and the built-in analytics in your social media pages. By monitoring, tracking, and evaluating performance, you will have a better idea if your campaign will deliver the desired outcome.

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10 Best Ways To Market Your Business Without Breaking The Bank

1. Content Marketing

Content marketing has grown to become one of the most powerful and influential processes in the marketing toolbox. The reason is simple: People are regularly searching for great content.

  • Content can be in the form of blogs, curated articles, videos, images, and other types that can effectively deliver your UVP. Focus on creating great content. This means content that is useful, informative, fresh, engaging, and relevant.
  • Writing blogs and curating articles will only cost you time. Long-form blogs or those with a word count of 2,000 up work best in getting higher search rankings. Including research and rough drafts, it will take you approximately 3-4 hours to write a 2,000-word blog.
  • Start out with two blogs per week. If your goal is to generate leads, your target should be to produce 16 blogs per month.
  • Make sure your blogs are optimized with keywords. Use a free online keyword research tool such as Google Keyword Planner.

2. Social Media Marketing

Social media is an effective channel for distributing your online content. First, it caters to a gigantic population of more than 3 Billion users every day. Second, opening a social media business page will not cost you a cent.

However, not all social media networks function in the same way. After all, these are communities.

  • Choose 2-3 platforms that best support your type of business. For example, if you are selling highly-visual merchandise such as smartphones or food, platforms like Instagram and Pinterest would work best for you.
  • Set a posting schedule. The frequency of posting is an important component in social media marketing. Once you have built up a good number of followers, make sure you are always top-of-mind. Post at least once a day. Use Buffer which is a free online social media scheduling tool.

3. Email Marketing

According to a study conducted by the Direct Marketing Association (DMA) and Demand Metric, email marketing generates the highest ROI of all online marketing channels.

Compared to social media marketing, direct mail, and paid search which have an ROI of 28%, 27%, and 25% respectively, the ROI for email marketing has been measured at 122%.

  • Build a good-sized list of subscribers. To make this happen, come up with a good Call-to-Action (CTA) such as a free e-book or consultation.
  • Segment your mailing list. Categorize your subscribers based on need, demographics, or online behavior patterns.
  • Focus on high-value content. Newsletters are short-form content; usually, no more than 300 words. Since you have segmented your list, focus on delivering content that directly addresses their specific need.

4. Use Online Search Engine Directories

A study by Google showed that 80% of Americans prefer to use search engine directories to find local businesses. More than that, the same Google study showed that 50% of the respondents visited the local business on the day itself.

What’s in it for the local business? 18% of local businesses who were found on an online search engine directory were able to close the sale! Registering your business in an online search engine directory is a free and easy way to get discovered.

You can read more about online search engine directories and how they can benefit your business in our articles, “Why Should Retail Locations Be Listed In Search Engines?” and “How Can Retail Locations Benefit From A Strong Local Presence”.

5. Consider Paid Advertising

Paid advertising methods like PPC or Pay-Per-Click advertising can give your search rankings an immediate boost because whoever clicks your ad will find themselves on your landing page. With PPC, you only pay whenever someone clicks on your ad.

Find out more about the benefits of paid advertising in our article, “SEO Vs. PPC: Which One Is Better For Your Business?”

6. Build Partnerships

The late great sales guru, Joe Girard, popularly advocated his protagonist approach when negotiating deals.

Girard believed that while parties in a negotiation have different intents, they have a common goal: to land the best arrangement. Therefore, instead of opposing one another, why not help each other?

You can apply the same ideology in marketing your business.

For example, in a food business, suppliers sell you their raw materials to produce your menu items. They want you to succeed so that you will buy more supplies from them. Ask them if they are willing to sponsor a promotional activity.

For example, ask your beverage supplier to provide you with a few cases for free to support the promo. In exchange, allow the supplier to post advertising materials in your restaurant.

7. Reach Out to Your Community

For local businesses, your immediate captive market is the community where you are located. Reach out to them. Let them know how your business can address their needs.

Here are a few examples:

  • If you own a gym business, schedule group workouts for families and friends at the local community center. Most people are intimidated by the thought of walking inside a gym. Bring the gym to them and start building relationships within the community.
  • Look for other local businesses in the area that offer products and services which are complementary to your own. Propose a cross-marketing arrangement. For example, a cake shop owner can set up a cross-marketing arrangement with a flower shop owner.

8. Attend Business Forums and Trade Shows

Business forums and trade shows are effective venues for marketing and promoting your company. Some organizers will charge you a fee in order to participate in the event.

However, these events attract potential end-users of your products and services. The fee could be worth it considering that you are given the opportunity to position your business directly in front of prospective clients or customers.

9. Attend Networking Events

Most networking events are by invitation only. You may have to become a member of an organization to be invited. Another avenue you can take is to join focus groups in your local community and even those within your social media circles.

Networking is a great way to expand your contacts list. Don’t approach the event with the 4C mindset: “Calling Card Collection Contest”. Instead, use the 4B approach: “Build the Best connections that will Benefit your Business”.

You can learn more about networking in our article, “How Can Networking Help My Business Grow”.


We saved the best for last.

Number 10 – Outsource Your Marketing

Why is this your best option for marketing your business?

First, by outsourcing your marketing, you free up time so you can dedicate your precious hours to managing the core functions of your business. As we mentioned earlier – creating content, posting on social media, and measuring results – all of these activities take time.

Second, you leave the implementation in the hands of experienced and well-trained experts. They will do everything – research, content optimization, website management, social media calendar, and content writing – for you. You can be assured of professional quality work every time!

Third, you save more money! If you set up an in-house marketing team, you will have to pay your personnel salaries, benefits and allocate expenses for rent, supplies, utilities, and additional bandwidth.

When you outsource, the service provider takes care of everything. You only have to pay for the services rendered. In many cases, the charges are negotiable. The best outsourcing service providers understand your needs and will render work with respect to your budget.

It is important to outsource marketing only to qualified third-party service providers like us. We know what we are talking about. In fact, we wrote about budget-friendly marketing strategies in our article “How To Set Up A Low Budget But Highly Effective Digital Marketing Campaign”.

If you want to learn more about how we can help you market your business without breaking your bank account, please feel free to give us a call. We will give you a free consultation for up to 30 minutes!

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Social media can be a goldmine for your digital marketing strategy. You can “strike oil” if you know where to focus your content marketing process. This is the advantage of having social media analytics. It will help you track, monitor, and evaluate key data so you will have a solid basis for fine-tuning your social media strategy.

4 Benefits Of Using Social Media Analytics

  • Track and measure the performance of every piece of social media content. By identifying the types of content that generated the best results you will be able to re-share the posts that garnered the highest levels of engagement.
  • You will be able to identify the poor performing posts and have accurate data to find ways to improve them.
  • Stay updated on trends; industry developments and changes in audience preferences and behavior so you will have an idea which topics are of great interest to your followers.
  • Pinpoint the strengths and weaknesses of your current social media marketing campaign so you can identify which strategies generate the highest ROI.

What Is Social Media Analytics?

More than 3 billion people log in to some type of social media platform every day. That is nearly half of the world’s population. Thus, with such a large volume of users, social media will guarantee you of high-level activity. People will be constantly viewing, reading, engaging, sharing, and liking content.

However, not all posts will be viewed, read, engaged on, shared or liked. Some will receive more attention than others. Not all content that is posted on social media will be liked or shared.

If your social media posts seem largely ignored, don’t throw in the towel! Keep in mind that social media networks are communities made up of people with individual behavioral attributes.

People react to posts differently. They may click on your content and read it but they don’t have to like it or share it. That does not mean they didn’t enjoy your content. In fact, they might follow your page after reading your content.

The best way to make heads or tails of how your social media efforts are performing is to use social media analytics. It analyzes data-driven metrics to track and measure the results of your various social media activities.

The Importance Of Setting Goals In Social Media: Types Of Social Media Goals

What drives you to create content for social media? What do you want to accomplish? What are your expectations?

In short, what are your goals for your social media marketing campaign?

Creativity may be the key attribute behind the content marketing process, but you need to channel that creativity toward a specific purpose. While creativity is more of a function of artistic expression, you need data to give your content strategy direction.

Therefore, the first step in designing a social media marketing campaign is to establish your goals.

We noticed during our preliminary meetings with digital marketing clients that they are unsure of their social media marketing goals. There is a common belief that in social media marketing, the goal is all about getting likes, shares, and comments.

While getting a like on your post or having it shared is certainly a great feeling of accomplishment, the result should keep you aligned toward accomplishing your goal.

Here is a rundown of the 5 basic goals that you could have for your social media marketing campaign:

1. Increase Traffic – If you are having trouble increasing traffic to your website, social media marketing is a proven way of driving more site visits.

2. Increase the Number of Followers – Social media is an effective platform to enhance your reputation as an expert. If people find your content a valuable resource or a reliable and consistent source of information, they will not hesitate to follow you.

3. Maximize the Level of Engagement – Your posts will truly become social when someone engages with it. Engagement is interaction and can come in the form of a like, share, or a comment.

This creates an opportunity for you to establish a connection and potentially build on it and gain some future value.

4. Maximize Your Reach and Total Number of Impressions – This is what we were referring to earlier. It does not matter if no one liked your post.

If some people took the time to click on it and read its contents, then you have successfully maximized your reach and number of impressions.

In social media, getting visibility for your content is likewise important. That is why posting frequently is a key strategy.

5. Increase the Rate of Sales Conversions – Ultimately, what you would want to do is to convert interest into sales. You want your website visitor to become a paying customer.

Social media marketing is an organic approach to digital marketing. Unlike paid advertising which is more direct, it may take longer to accomplish your goals but at the same time, a successful social media marketing campaign can create positive residual and sustainable results.

Before coming up with your social media marketing goals, you should make sure these goals are aligned with your business goals.

For example, a startup will have a different social media marketing goal compared to a business that is trying to expand its services.

A startup’s content line up should include the following:

  • Feature on the company; its business, founders, management and staff, the office premises, factory, and operating procedures.
  • Advantages of using the company’s products and services.
  • “How To” and List-Type articles that explain how the company’s business can help its audience find solutions.
  • Product reviews.

An established business that is in the process of scaling its operations can have a content line-up covering the following areas:

  • History of the company’s growth and achievements over the years.
  • Current development plans of the company.
  • An in-depth analysis of trends in the industry.
  • Articles on the company’s socio-civic activities.
  • Client testimonials.

Glossary Of Popular Terms In Social Media Analytics

In order to have an easier time understanding social media analytics and how it can benefit your business, it pays to know some of its most popularly used terms.

  • Actions on Page – This term refers to the number of clicks received by your Call-To-Action (CTA) button and Contact Information.
  • Engagement – Engagement is one of the most important metrics in social media analytics. It measures the number of times someone has interacted with your social media post.
  • Impressions – The number of people who saw or viewed your social media post.
  • Engagement Rate – This is measured by dividing Engagement with the number of impressions.
  • Followers – The term refers to the number of people who have seen your post on their timeline.
  • Page Likes – Refers to the total number of people who have seen and liked your page.
  • Page Previews – Refers to the number of people who have gone over your profile and page name in order to view your content.
  • Page Views – The number of times people have visited and viewed your social media profile page.
  • Post Clicks – Tracks the number of times people have clicked on your post.
  • Post Reach – This metric tracks down and records the number of people who have seen your posts on their screen. Post Reach is measured and categorized as total, promotions, and organic.

How To Use Social Media Analytics

You don’t need to open a business page on every social media network on the Internet. A social media platform is its own community with their own strengths and purposes.

A good point of comparison would be Facebook and LinkedIn. Facebook is the largest social media network on the Internet with more than 2 billion users. In comparison, LinkedIn only has 575 million users.

However, the organic reach of Facebook has been declining since 2014. This means fewer people are interacting with published content. One reason for this is Facebook’s decision to transition to an ad agency. There are more ads and marketing content appearing on the news feed and this is turning off many users.

Facebook is a popular source for news and entertainment content. When someone logs into Facebook he/she wants to relax and stay updated on his/her network. Ads are seen as distractions much as they would on regular television.

LinkedIn is primarily a networking platform. People who want to look for jobs, clients, and expand their network of contacts have LinkedIn as their social media platform of choice.

Thus, if you want to use Facebook as the vehicle for your content, post articles that are meant to entertain, provide useful information, and presented in a less formal tone.

In LinkedIn, opinion posts carry more value. For example, if you are in the real estate business, share your opinions on property price trends and the direction of the prime lending rate.

Your choice of social media platforms should have the community, the culture, and the ideal conditions to support your overall social media marketing goals.

There are many social media analytics tools that you can use to measure the performance of your posts. In addition, every social media network has its own built-in analytics. You can use these analytics tools to assess the performance of your posts.

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Here is a summary of the key metrics that you should look into when using any of the following popular social media analytics tools for each network:

1. Facebook

  • Likes – A “like” can be as good as a comment. Take note of the use of emoticons.
  • Comments – Negative comments can give you clues on what to improve on your content.
  • Shares – The higher the number of shares the greater the probability of your content going viral.
  • Referral Traffic – If more people are visiting your website because of your Facebook content, it means you are considered a valuable or credible source of information.
  • Page Views – More page views mean higher exposure for your brand.
  • Engagement Rate – A high engagement rate means more people are interested in your content.
  • Video Metrics – Measures how long people watch your posted video-based content.
  • Page Fan Growth – Focus on your page’s organic growth. The number of followers reflects your status as an authority figure in the industry.
  • Conversions – Measures the level of the persuasiveness of your copy. If your Facebook post leads to a web page with conversion intent, use Google Analytics to monitor the rate of conversions.

2. Twitter

  • Retweets – The higher the number of retweets the greater the opportunity for your tweet to build a larger audience.
  • Replies – Signifies level of engagement; it will let you know if your tweet has resonated with other people in your community.
  • Tweets Linking to You – Measures the number of people talking about your tweet and sharing it with their community.
  • Tweet Likes – Shows you how many people appreciate your content.
  • Tweet Impressions – In a high activity network like Twitter, visibility is very important. The more views, the better for your content and brand building goal.
  • Profile Visits – Gives you an idea of how many people are becoming interested in your business, products, and services.

3. LinkedIn

  • Impressions – Measures how many community members have seen your content.
  • Clicks – The higher the number of clicks, the greater the probability of driving traffic to your website.
  • Interactions – Indicates the level of interest in your content.
  • Engagement Rate – Gives you an idea of the value of your content to its viewers.
  • Visitor Demographics – Gives you an idea of the demographics of the people viewing your content.

4. Instagram

  • Likes – In Instagram, getting a “like” carries more weight compared to Facebook or any other social media network because there are very few data points available in this platform.
  • Comments – Positive comments help your brand became more influential.
  • Engagement Rate – The higher the number, the greater the level of interest in your content.
  • Total Followers – More followers mean greater opportunities to increase the visibility of your brand.


By having a better understanding of your social media data, you will be able to spot trends, identify the posts that are performing very well, and pinpoint flaws in your campaign.

Without analytics, you will miss out on potential opportunities to improve your audience’s overall experience in your social media platforms. You might not be able to catch red flags that could greatly compromise your digital marketing objectives.

It takes tremendous time, effort, and resources to create social media content. For example, a well-researched 2,400-word blog will take around 4 hours to write.

Social media analytics will give your content creation process direction and strategy. It will ensure that your efforts will yield ROI by guiding you to create content that produces the intended results.

Did you enjoy our article? If you have ideas and suggestions on how to effectively use social media analytics, please feel free to share them in our comments section.

If you’re interested in implementing digital marketing strategies for your business, give us a call. We’ll gladly give you a free 30-minute consultation and let you know how our expertise and experience in digital marketing can help take your business to the next level.

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