Tuesday 31 July 2018

Why You Should Stop Hunting for Social ROI

How to Measure and Benchmark Your Instagram Influencer Program

The Complete Pinterest Advertising Guide to More Valuable Ads

The ABCs of Testing on Social Media

5 Great Examples of Instagram Influencer Marketing

How to Evaluate and Partner With Social Media Influencers

Want to collaborate with social media influencers to promote your products and services? Wondering which influencers are a good fit for your business? In this article, you’ll find out how to get started with influencer marketing campaigns. #1: Identify Potential Social Media Influencers First, it’s helpful to understand what types of influencers you’ll encounter. While [...]

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Monday 30 July 2018

How to Use Social Media Listening to Identify Likely Buyers

How to Work with Influencers and Celebrities on Social Media

How to Do Competitive Research with Social Media Listening

10 Social Marketing Tips for Facebook Groups

How to Build an Audience-Aligned Social Marketing Strategy

How to Validate Your Content Strategy with UX Research Methods

Top 5 Social Media Hacks to Grow Your Real Estate Business

4 Fresh Ways to Think About Targeting on Social

Storytelling on Social Media: How to Do It Better

8 Competitive Benchmark Tactics to Measure Your Brand

The Facebook Attribution Window: How Facebook Tracks Conversions

Confused by the Facebook attribution model for ads? Wondering which ad should receive credit for a conversion? In this article, you’ll learn how to use the Facebook Attribution Window feature for Facebook ad campaigns. How Does Facebook Ad Attribution Work? When people interact with your Facebook ads or Instagram ads, they can take a variety [...]

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Saturday 28 July 2018

Facebook Rolls Out Watch Party to All Facebook Groups

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Facebook rolling out Watch Party to all Facebook groups, Twitter’s new Ads Playbook, and other breaking social [...]

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Friday 27 July 2018

Why People Tap Back on Your Instagram Stories

10 Fitness Brands Winning Social Media

We’re emerging from hibernation into the height of tone-up season as days get longer and swimsuit weather inches closer. It seems like everywhere one turns on social media there’s a workout recommendation or cleanse plan begging for a click-through.

So which fitness brands are winning the race of social media engagement right now? What can your brand learn from the winners? We tracked a wide variety of fitness brands (from CrossFit to Health mag) during the past week, picking the most successful on Twitter, Facebook and Instagram, and learning some lessons that brands from any industry can benefit from. In no particular order:

CrossFit

By now you may have noticed that the fitness WOS – Word On the Street, not to be confused with WOD, Workout Of the Day – is “CrossFit.” Focusing on high-intensity workouts, extreme strength training, competition, and teamwork, this brand has built a cultish fan base and taken the fitness world by storm.

Most Engaging Brand Tweet

Since a major feature of CrossFit’s brand is perseverance and self-improvement, it makes sense that their followers would respond well to Tweets that encourage and simultaneously reinforce these themes.

Most Engaging Brand Facebook Post

Crossfit Facebook post

This post’s engagement was largely driven by CrossFit-ers expressing dismay and incredulity at this workout’s level of difficulty. Ranging from hilarious meme commentary to expressions of fear about hitting the “box” for this exercise set, it’s a great example of how heavily engaged Cross Fit fans are on Facebook.

Most Engaging Brand Instagram Post

This Instagram post received a substantial amount of likes and positive comments from followers, showing the effectiveness of CrossFit’s against-all-odds message.

Brand Learnings

  • CrossFit gains audience engagement by inspiring and building community on social media
  • What’s most successful on Twitter: motivating quotes
  • What’s most successful on Facebook: commenting on hard, terrifying, and awe-inspiring WOD’s along with fellow CrossFit community members 
  • What’s most successful on Instagram: motivating (and sometimes tear-jerking) video and photo content

Nike Training Club

Nike Training Club, a popular smartphone app built for women featuring workouts from professional athletes and recommended exercises, provides substantial free content while simultaneously showing off Nike’s latest workout gear on aspiration-worthy athletic bods. Its social media presence is largely devoted to driving app downloads with the incentive of exclusive content.

Most Engaging Brand Tweet

In this Tweet, Nike uses aspirational celebrity athlete content (via a seriously fierce image) to direct folks towards its app (and the exclusive content to be found there).

Most Engaging Brand Facebook Post

nike training club facebook post

Nike Training Club uses Facebook to reinforce its connection with fans. This post lets fans know what’s to come in the app, which is clearly an effective strategy.

Most Engaging Brand Instagram Post

This post perfectly exploits Instagram’s role as the place for rich, appealing visual content. It doesn’t provide new information, but it does get the credit card in an athletic frame of mind.

Brand Learning

  • Nike Training Club strategically posts different content on different social media platforms for different purposes.
  • Twitter is for driving followers towards the app 
  • Facebook is for publicizing what’s next on the app and deepening fan connection with the app
  • Instagram is for attractive visual content that tugs at the wallet 

Equinox

Equinox is an upscale gym with locations in major American, Canadian and UK cities. While it doesn’t have the impressive follower counts of more mass market gym brands (see below),  it gets a lot of love from the followers it does have. From March 26-April 2, 2,132 of Equinox’s 8,597 Twitter followers engaged with the brand–an impressive 1/4 of its followers.

Most Engaging Brand Tweet

The success of this Tweet is all about timing, timing, timing.Who doesn’t want a longer weekend? What better way to motivate people to come to your gym than by linking their desire for more meaningful moments with your brand? It’s no coincidence that this Tweet went out on a Sunday morning.

Most Engaging Brand Facebook Post

equinox facebook post

This post is successful for two reasons: it includes a pun (everybody loves a pun), and it reminds people of an exercise we should all be doing.

Brand Learnings

  • Equinox has found social media success by using a broad range of content, always deployed with good timing: humorous content, aspirational content, and emotion-centered content.
  • Equinox maintains consistency across all social media channels thanks to a well-defined sassy, direct brand voice.

SoulCycle

SoulCycle, a rapidly expanding spinning studio chain with a cultish following that includes the likes of Oprah and Kelly Ripa, is growing quickly on social media, too. SoulCycle loves to respond to customers both happy and disappointed on Twitter, and frequently updates its social media channels with inspirational, timely content designed to get peeps off their butts and onto bikes.

Most Engaging Brand Tweet

Once again, inspirational quotes on Twitter FTW.

Most Engaging Brand Facebook Post

Screen Shot 2014-04-02 at 5.10.19 PM
SoulCycle carries its powerful inspirational content over to Facebook, too, posting videos and repping its “Soul Cycle family”–happy employees and customers galore. Most Engaging Brand Instagram Post

This post was put up on baseball’s opening day, proving that brands can win by including content not directly related to their product or service.

Brand Learning

  • Inspiration wins once again in the form of short quotes on Twitter, but brands can deepen their relationships with fans on Facebook
  • Brand content doesn’t necessarily have to be tied to brand product to win on social media

24 Hour Fitness

24 Hour Fitness is the world’s largest (by memberships) privately owned and operated fitness center chain. It has more than 420 clubs in 18 states in the US. With such a large reach and customer base, it’s the fast food of fitness–convenient, efficient, and always available.

Most Engaging Brand Tweet

24 Hour Fitness is direct in asking its followers to interact with its posts. This post is successful because it asks followers to do a specific thing, and asks them to agree or disagree with a positive message–which, of course, pushes people to align themselves with the positive message.

Most Engaging Brand Facebook Post

24 hour fitness facebook post
Notice anything similar about this post? 24 Hour Fitness promotes the same material on Twitter and Facebook, just with a different introduction. This ensures they widen the net for their content, catching people who might  be on Facebook but aren’t on Twitter, or vice versa.

Brand Learnings

  • Posting the same content on different social media channels can work if the content is compelling enough to your audience and if you are trying to hit different segments of your customer base that might heavily favor one social media channel over another

Anytime Fitness

Anytime Fitness, another widespread fitness chain, has double the engagement on Facebook that it does on either Instagram or Twitter (and an overwhelmingly larger amount of fans). Is this because, as recent finding suggest, Facebook is drawing older users and driving away younger ones? While Anytime Fitness has plenty of content that appeals to younger people on its feed, it is one of the few national gym chains that markets to older people, as well.

Most Engaging Brand Tweet

This Tweet gives the people what they love: helpful lifestyle content they don’t have to pay for. It doesn’t take a rocket scientist to see why it was a retweet gem.

Most Engaging Brand Facebook Post

anytime fitness facebook post
  With all the information on fitness out there, it’s easy to feel overwhelmed. This post provides clear data that helps clear up any strength training confusion.

Most Engaging Brand Instagram Post

The text that goes with this post (click through to see) demonstrates Anytime Fitness’s love for its members. Members like to feel appreciated, and the popularity of this post makes that clear.

Brand Learnings

  • Strategy tip: provide free content that’s actually useful for more engagement
  • Build trust and a positive association between your brand and your audience by clearing up any confusion they might have about your general industry
  • Show your customers/audience/members some love to feel the social media love back

Gold’s Gym

Gold’s Gym is an international gym chain known for its friendliness towards bodybuilders and its innovative classes, such as “Cardio Cinema,” wherein members watch full-length films while on treadmills instead of reclining in seats. Just like their gyms, Gold’s maintains an intense but playful presence on social. Most Engaging Brand Tweet

There’s that intense presence I was talking about.

Most Engaging Brand Facebook Post

golds gym facebook post

And again, like 24 Hour Fitness, we’ve got a Twitter/Facebook content popularity repeat.

Most Engaging Brand Instagram Post

It’s a trifecta!

Brand Learnings

  • Know your audience: Clearly, this message (interestingly, the opposite of 24 Hour Fitness’s message) resounded well with Gold’s Gym’s audience, since it was a top performer on all three major social media channels. This is a great example of a brand with a strong, accurate sense of self.

Crunch Fitness

Crunch Fitness is an American fitness club chain that strives to make workouts fun and the opposite of boring, a sensibility it imbues in all its social media content.

Most Engaging Brand Tweet

The Elvis Duran Show, a popular morning radio show in New York City, combined its forces with Crunch for a video segment that it also aired on the radio. This kind of cross-platform exposure works well for Crunch.

Most Engaging Brand Facebook Post

crunch gym facebook post

Enough said.

Most Engaging Brand Instagram Post

This playful Instagram video publicizes Crunch’s Rocky-inspired class and provides viewers with a chuckle-inducing workout demonstration, too.

Brand Learnings

  • Partnering with other brands and celebrities is a great way to spread your brand to people who otherwise might not have been exposed (or remind them of your brand’s capabilities/features)
  • Use #tbt in a creative way and watch audience engagement take off
  • Instagram video is a great tool for setting your post apart from all the other’s on a user’s feed

Health Magazine

Health magazine has built an ultra-strong fitness brand by providing innovative content with everything from slimming recipes to workout video clips. They perpetually release a wonderfully wide range of fitness-related content, but what’s performing the best right now?

Most Engaging Brand Tweet

The plank makes a return appearance on this list! Apparently, fitness enthusiasts like learning power moves that they don’t have to go to the gym to do.

Most Engaging Brand Facebook Post

health magazine facebook post

Recipes are a great driver for getting people to your site and making ’em stay there–plus, on social media, they provide unique added value and quality pics.

Most Engaging Brand Instagram Post

But it’s not all eating clean. Health prides itself on a message of balance, not deprivation, so pictures of beautifully hued macaroons occasionally make their way onto their Instagram (a great move for tailoring content to the visual social network).

Brand Learnings

  • Health succeeds by posting a wide variety of content on all its social networks
  • Tailor the content to the social network

Jillian Michaels

Jillian Michaels, a personal trainer who came to fame through the Biggest Loser TV megahit, now has her own fitness megabrand that includes everything from DVD’s to apparel. She walks a fine line of being a celebrity and health authority, and is incredibly popular on social media.

Most Engaging Brand Tweet

Michaels preaches a message of hard work and radical self-acceptance. The philosophical bent of her brand is a big part of what draws her audience.

Most Engaging Brand Facebook Post

jillian michaels facebook post

Michaels spreads the same message to Facebook fans.

Brand Learnings

  • Uplift ’em: people respond well to positivity that’s non-branded (and seems appropriate to your brand). Don’t be afraid to post a non-branded piece of content for higher rates of engagement.

Wrap-Up

So, we’ve learned many things. Mainly that people love posts about planks (just kidding) (say that ten times fast). But there are also some questions left in the air, such as: Does the amount of fans and followers that fitness brands have on social media correspond to their member/subscriber base? How does a brand go about figuring out that connection?

What do you think it takes for a fitness brand to see success on social media? Is there a formula or is it different for different brands with different target audiences? How can you apply this industry’s social media lessons to your own campaigns? Holler in the comments below!!

This post 10 Fitness Brands Winning Social Media originally appeared on Sprout Social.



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How to Use Instagram Stories Analytics

10 Creative Brands Making Instagram Stories Now

How to Find and Reach Your Target Audience on Instagram

What You Should Have Your Social Media Intern Do

How to Create a Live Show on YouTube

Wondering what you need to stream a live video show? Looking for tips on working with the hardware and software? To explore what you need to create a live show on YouTube, I interview Dusty Porter. More About This Show The Social Media Marketing podcast is designed to help busy marketers, business owners, and creators discover [...]

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Thursday 26 July 2018

How to Use LinkedIn Lead Gen Form Ads

Want an efficient way to find qualified leads on LinkedIn? Have you heard of LinkedIn lead gen form ads? In this article, you’ll learn how to set up a LinkedIn ad campaign that collects downloadable leads. #1: Offer Something Your Target Audience Will Truly Value LinkedIn lead gen forms make it easy to collect leads [...]

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Wednesday 25 July 2018

The Ultimate Social Media for Museums Guide

How to Calculate the ROI of Influencer Marketing Campaigns

Do you run influencer marketing campaigns? Wondering how to determine the ROI of your efforts? In this article, you’ll learn how to measure the results of your influencer marketing campaigns. #1: Determine Your End Goal at the Beginning Before launching an influencer marketing campaign, you need to decide what you want to accomplish. Establishing an [...]

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Tuesday 24 July 2018

How to Maximize Your Exposure With LinkedIn Hashtags

Have you noticed more people using hashtags on LinkedIn? Looking for tips for using hashtags in your own LinkedIn marketing? In this article, you’ll learn how to use the LinkedIn Hashtags You Follow feature to develop a solid hashtag strategy for LinkedIn. #1: Explore the Hashtags You Follow Feature LinkedIn is encouraging users to post [...]

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Monday 23 July 2018

How to Recognize and Overcome Facebook Ad Fatigue

Are your once-successful Facebook ad campaigns no longer effective? Wondering if ad fatigue is responsible? In this article, you’ll learn how to recognize the signs of ad fatigue and tweak existing Facebook ads for better performance. Determine Whether Ad Fatigue Is Impacting Campaign Performance Ad fatigue is an issue that will affect even the most [...]

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Saturday 21 July 2018

LinkedIn Rolls Out New Posting Tools

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore new LinkedIn posting tools, new Instagram features being tested, new Facebook Ad Manager app creative tools, and [...]

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Friday 20 July 2018

Instagram Stories Strategy: How to Make Stories That Benefit Your Business

Want to attract more leads with Instagram? Curious how a story arc on Instagram Stories can help? To explore how to use Instagram Stories for business, I interview Tyler J. McCall. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy [...]

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Thursday 19 July 2018

10 Social Media Management Tools You Have to Try First

Facebook Ads: A Facebook Advertising Guide for Marketers

[Last Updated June 27, 2018] If you’re new to Facebook ads or want to add something new to your current Facebook advertising plan, this page is for you. Here you’ll find articles and resources to help beginner, intermediate, and advanced marketers use Facebook ads to promote a business, products, and services. Set Up a Facebook [...]

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Wednesday 18 July 2018

Precisely Plan, Post & Predict: Pinterest is Now in Sprout!

How to Repurpose Your Video Content Across Many Platforms

Is video a part of your marketing mix? Looking for tools to help you get more mileage out of each video you create? In this article, you’ll discover how to repurpose one video into content that can populate your blog, podcast, and multiple social channels. Repurposing Helps You Deliver Quality Content Consistently You may have [...]

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Tuesday 17 July 2018

How to Use Instagram Live Video Chat for Business

Want to use Instagram to provide personalized customer service? Wondering how live video chat can help? In this article, you’ll learn how to use Instagram’s live video chat feature to enhance your business relationships. Why Use Instagram Live Video Chat for Business? As customers turn to video to get answers about products or services, Instagram [...]

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Monday 16 July 2018

Celebrating Change: Refreshing Sprout’s Core Values

How to Advertise in Facebook Marketplace: What Marketers Need to Know

Have you heard of Facebook’s Marketplace ad placement? Want to know how to place your Facebook ad campaigns in Marketplace? In this article, you’ll learn how to advertise your products and services in Facebook Marketplace. Why Consider Facebook Marketplace for Ad Placement? Marketplace is Facebook’s equivalent to eBay and Craigslist. The major advantage it has [...]

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Saturday 14 July 2018

Instagram Adds Question Stickers to Stories

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Instagram adding a questions sticker for Stories, Facebook ads updates, and other breaking social media marketing news [...]

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Friday 13 July 2018

12 Ways to Boost Brand Awareness on Social Media

Facebook Ads for Webinar Funnels: How to Maximize Your Results

Want a scalable way to share your webinar? Looking for tips on building trust with a cold audience? To explore how to build a Facebook ads funnel for an evergreen webinar, I interview Andrew Hubbard. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s [...]

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Thursday 12 July 2018

How to Bulk Schedule Facebook Posts Without Paid Tools

Want to save time by bulk scheduling your Facebook posts? Wondering how to schedule posts without using a paid third-party tool? In this article, you’ll discover a three-step process to schedule multiple posts to your Facebook page and group using free tools. Why Bypass Third-Party Apps to Schedule Your Facebook Posts (and Tweets)? There has [...]

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Wednesday 11 July 2018

How to Create a Messenger Bot Sequence for Your Live Video or Webinar

Do you use webinars or live video in your marketing? Wondering how to improve registrations and attendance? In this article, you’ll discover how to build a Facebook Messenger bot sequence to register and remind attendees of your live online events. Why Use Messenger Bots With Live Events? Live video streaming is a fun, engaging way [...]

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Tuesday 10 July 2018

How to Reveal Your Best LinkedIn Prospects

Wondering how to look for highly targeted leads on LinkedIn? Looking for a low-cost solution to help you find those people? In this article, you’ll learn how to use Boolean search with LinkedIn’s Advanced People Search to reveal your perfect prospects. #1: Create an Advanced Prospect Profile Before you start searching for prospects on LinkedIn, [...]

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Monday 9 July 2018

IGTV: What Marketers Need to Know

Do you use Instagram video in your marketing? Want to use IGTV to deliver longer video to your Instagram audience? In this article, you’ll discover what Instagram’s IGTV is, and find tips for using the feature in your marketing. #1: Set Up Your IGTV Channel One of the unusual aspects of IGTV is that it’s [...]

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Friday 6 July 2018

Messenger Bot Strategy: How Businesses Can Use Bots

Want to boost conversions while lowering marketing costs? Wondering how Facebook Messenger bots can help? To explore how to improve your marketing and sales with Messenger bots, I interview Molly Pittman. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy [...]

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Thursday 5 July 2018

23 of the Best Project Management Tools – Period

4 Influencer Tools to Find and Vet YouTube Influencers

Do you want to work with influential YouTubers to promote your products or services? Looking for tools to help you partner with the right YouTube influencers? In this article, you’ll discover four tools to help you find and connect with influential YouTubers for marketing campaigns. How to Identify the Right YouTube Influencers If you’re using [...]

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Wednesday 4 July 2018

How to Use Instagram Stories to Drive Traffic to an Opt-In Form

Want to grow your email list using Instagram? Wondering how to generate email leads with an Instagram story? In this article, you’ll discover a step-by-step plan to drive traffic to your opt-in form using Instagram Stories. #1: Develop an Offer to Exchange for Opt-Ins Instagram Stories has the power to help convert viewers into leads. [...]

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Tuesday 3 July 2018

#SproutChat Calendar: Upcoming Topics for July 2018

Summer is just around the corner and we’re getting ready by brushing up on our strategic chops. This June, #SproutChat is bringing you insight on industry topics ranging from knowing which analytics you should be focusing on, different ways to use social to appeal to millennial audiences, and we’ll cap it all off by celebrating #SocialMediaDay together!

See a topic that interests you? Use the “add to event” button to ensure a calendar reminder.

Wednesday, July 4: NO CHAT! Enjoy your 4th of July.

Wednesday, July 11: Pinterest Marketing With Sprout Product Marketing Specialist, Amber Washington

Join us for a #SproutChat that will dig right into the state of social marketing on Pinterest in 2018! Whether you’ve neglected Pinterest for business or are looking for ways to evolve your strategy, we’ve got you covered. Our Product Marketing Specialist, Amber Washington, will be joining us to talk all things Pinteresting!

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Wednesday, July 18: All Things #AgencyLife With #SproutPartner Nathan Greenberg

This chat will focus on all things #AgencyLife with special guest Nathan Greenberg from Arkside! Arkside is an award-winning, multimedia ad agency. Their specialties include marketing strategy for law, finance, automotive & healthcare. Get ready to get your agency hats on and dig into common issues that agencies face.

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Wednesday, July 25: Redefining ROI With Lucy Hitz

Join us for a #SproutChat chock full of #SproutData. We’ll be joined by Lucy Hitz who is the brains behind the 2018 Sprout Social Index. We’ll take a look at the challenges marketers are facing especially when it comes to ROI, what consumers want vs what marketers are doing, and everything in between. You won’t want to miss this one!

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How Hashtags on Facebook Still Work for Businesses

5 Affordable Social Media Video Tools for Marketers

Need to add more video to your social media content? Looking for affordable and simple DIY video tools? In this article, you’ll discover five easy-to-use tools to bring more video into your social media marketing. #1: Share Stock or Custom Video to Facebook and YouTube With Biteable Biteable is a desktop tool that boasts hundreds [...]

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Monday 2 July 2018

How to Use Facebook Ads for Local Businesses

Do you have a local brick-and-mortar business? Wondering how to make Facebook ads work for you? In this article, you’ll learn how to start advertising a local business on Facebook. #1: Get Your Foundational Elements in Order Before you begin advertising, you need to have at least three things ready for quick access. Set Up [...]

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