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Are Super Bowl Ads Still Relevant for Brands?

In 2017, Super Bowl LI pulled in over 111 Million viewers in North America. As far as single event broadcasting goes, this is the most watched event in the world. With viewership figures like this, it’s no surprise that the Super Bowl has become a behemoth of an advertising platform. Brands that want to drive engagement and raise awareness and hype have consistently seen the sporting event as a valuable investment.

However, the savviest marketing professionals will know that exposure alone is not enough to drive engagement. With the multi-million-dollar price tags associated with Super Bowl advertising slots, it’s important to ask the question: is it worth it?

First Consider the Cost

The obvious factor to consider even before looking at anything else, is the cost of running Super Bowl ads. A 30 second timeslot during the event could cost an advertiser up to $5 Million. For many mid-sized companies, this could look like a year’s worth of advertising expenditure. For larger companies, it’s still a significant figure to comprehend.

Despite the price tag and the initial shock of the figure, Super Bowl ads are actually surprisingly good value. For 30 seconds of advertising, yes, it sounds expensive, however, for 30 seconds of advertising to an audience of over 100 million, it’s put into the perspective of being similar in value to purchasing a primetime spot on a major network during a typical weekday. The staggering number of viewers is what helps to justify the cost, at least for the companies that do engage in this type of advertising.

Studies Show That Super Bowl Ads Don’t Necessarily Improve Brand Performance

An advertising slot at sporting’s biggest event is expensive, but provides excellent value when considering the raw exposure. So, what about actual audience engagement and the results that come from it?

It is widely known throughout the advertising community that Super Bowl ads don’t always have a meaningful impact on sales performance. Even when the advertising is effective, the raw gains are usually offset by the costs of advertising. It must be considered that the advertising fee only makes up a portion of the total cost. Production of the content itself can be expensive, especially considering that a significant percentage of Super Bowl ads feature celebrity presenters or endorsements. Many of the companies that do advertise are outsourcing the production work to large marketing partners, which further inflates the cost.

With that considered, it’s interesting to see what researchers have to say about actual results.

A 2015 report by Wesley Hartmann (Stanford University) and Daniel Klapper (Humboldt University Berlin) explored the effects of television advertising during the NFL Super Bowl. The researchers found that using the event as an advertising platform can increase revenue for businesses, however, the gain can be lost depending on specific circumstances. When two competing brands advertise during the show (Coca Cola & Pepsi Co.) the gains are offset.

Ads May Be More Effective for Unknown Brands

Using companies like Coca Cola, Pepsi, and other usual advertisers like Budweiser may be an unfair way to analyze the relevance of Super Bowl ads. There is other research to suggest that shorter segments can be highly effective for new brands, and for movie advertisements. A study by Google that looked at search data found significant increases in search behavior after an unknown brand was featured in a Super Bowl advertising slot. Companies like GoDaddy.com, Groupon,com, and E-Trade Financial have all advertised during past Super Bowls, and search spikes for these brands rose significantly right after their commercials were aired.

Unreleased movies advertised during the Super Bowl also saw significant search spikes directly after their commercials aired.

Audience Engagement During Ad Slots is Typically High

Anybody can anecdotally say that engagement with Super Bowl ads is high. The advertising is part of the spectacle, and audiences are usually closely fixated on the ads, particularly around the half time show. Audiences discuss the ads after the show, particularly when highly creative advertising is used. Engagement is also high when celebrities feature in advertisements. Even when modern advertisers need to compete with Social Media and other distractions during football ad breaks, the engagement is still typically higher than other traditional primetime ad slots.

Even when companies don’t see direct increased revenue, there is little doubt that a Super Bowl slot will improve brand awareness or at least increase audience engagement with a brand for the duration of the sports broadcast. It could even be argued that shorter slots would make more sense from a brand awareness perspective, especially in the case of lesser-known brands that want to use the Super Bowl to quickly increase exposure.

A Lot to Consider When Determining Whether Super Bowl Ads Are Worth It

When looking at the information that is available, there’s a lot of contradiction and special conditions to be found.

  • Ads increase brand awareness and drive engagement / but this can be offset when similar advertisers compete during the same show.
  • Search traffic can increase for brands / but the biggest benefit is to lesser-known brands or new releases like movies or vehicles.
  • Super Bowl advertising is expensive / but it’s also good value.
  • Running an ad is worth it / but may be more valuable if smaller brands can gain access to shorter and more affordable slots.

These contradictions and conditions are true not just for Super Bowl ads, but for all forms of advertising. There’s no single format that is guaranteed to work for every company, and while a Super Bowl slot could drive audience engagement for one company, it may do very little for another, other than temporarily increase brand relevance and consumer mindshare.

Super Bowl advertising is costly but it can still provide value, and the entire spectacle is an important case study for any marketer that wants to view the relationship between a large broadcast event and how it can impact sales or brand growth.

Excellent Customer Service Must Come from the Top

Customer service is critical to the success of any consumer focused business, and the companies that get it right are those that will command the strongest market share and customer satisfaction levels.

Despite what many management and C-Suite professionals might believe, good customer service is not an effort where focus is limited to the front line. It should be ingrained in the company culture, filtering down from the CEO to all members of an organization.

Loyal customer bases are built on good customer service. When customers are satisfied and impressed by the level of customer service that a provider delivers, they are more likely to engage in repeat business and provide testimonials and word of mouth referrals.

Customer Service Should Become Part of a Brand

The strongest brands are often those that have a reputation for exceptional levels of customer service. Companies like Apple, Amazon, Trader Joe’s, and UPS, are often ranked amongst the best of the best when it comes to the service that is delivered.

Apple is a prime example and any entrepreneur or executive can learn from the lessons of the company, particularly during the second Steve Jobs era of management. At Apple, customer service is a company-wide philosophy, rather than just being a departmental focus at the bottom tier. Apple’s products have traditionally been developed with a customer centric focus. Everything from the innovation of the products, to the way that the packaging looks and feels, is focused on the customer experience. Apple has the luxury of running their own direct retail division, which allows them to control customer service and the overall experience, right down to the initial transaction and after sales service.

Not every company will have a structure like Apple, but their customer centric business model can be applied to almost any brand in any industry. Although customers typically only interact with front line employees, they consider all aspects of a brand to be part of customer service. If retail service is excellent but a customer has difficulty dealing with after sales support (such as a technical support or warranty service department) then their overall perception of a brand will be damaged. If a product doesn’t live up to its marketing, then this can have a direct impact on how customers perceive the service of a company. While some executives might see this as unfair, it’s the reality of how the market works.

The takeaway here is quite simple: if executives and management can ensure that customer service and customer experience is a cultural focus throughout the company, then the overall customer service reputation for a brand is likely to be high. When employees feel that they have a direct impact on the results of the business and how it is perceived by the market, they will have a higher level of engagement and become more mindful of customer service in all that they do.

Focusing on Customer Service Provides Benefits to the Sales Funnel

Good customer service directly affects retention, and customer retention costs significantly less than customer acquisition. Statistics show that customers will abandon a purchasing decision if they detect a poor customer service culture within a company, but with strong customer service, conversion rates can be higher. Perhaps most importantly, customers who get good service are more likely to spend more and spend again.

Executives and managers need to understand that:

  • Every company is in the service business. Businesses of all types should see themselves as service providers and constantly strive to provide a better service, no matter what their actual offering is.
  • Employees need the training and operational ability to make swift decisions so that they can better service customers. Employee engagement will allow them to feel empowered in a way that they can have a positive impact on company performance.
  • Customer service training should be provided for all employees regardless of where they fit into an organization. Refresher training should be provided to staff on a consistent yearly or bi-yearly basis.
  • The results of good customer service can be measured. Organizations that keep track of their customer service reputation can then draw direct correlations to sales performance, while identifying areas for improvement.
  • Eliminating bad policies, processes, and systems is necessary. Delaying organizational change could be detrimental to overall customer service and experience.

By applying a customer focused mindset to a business from the top down, a culture of good customer service can be developed and maintained. The benefits far outweigh any internal growing pains that would develop. Improved reputation, sales, and customer loyalty is something that any executive and management team can get on board with.

Three Ways Businesses Suffer from Bad Customer Service

Customer service is one of the keys to increased sales performance, customer retention, and ongoing brand loyalty. When businesses get customer service right, the rewards will start flowing, however, when they get it wrong, they can suffer from considerable financial losses and a number of negative side effects that can be difficult to recover from.

Any business owner wanting to better understand the relationship between customer service and success, will learn a lot from these three key ways that businesses can suffer from bad customer service.

Bad Customer Service Leads to Revenue Loss

According to data from SalesForce, bad customer service costs American businesses $84 Billion per year, and the total costs around the world are as high as $338 Billion. Up to 78% of customers will end a relationship due to bad service, and the loss of revenue can be hard to recover from. The loss of profit can spiral drastically, particularly if something is not done to address the business reputation.

A customer lost today can come with other negatives like a bad review, or the sharing of that negative experience with friends and colleagues. The negative financial effects can range from hundreds or thousands of dollars in small businesses, to millions of dollars in the largest businesses.

Loss of Reputation Leads to Poor Reputation

Reputation is important in business, and a consistent record of good customer service can lead to not only repeat business, but also referrals and testimonials that drive growth.

For businesses that don’t focus on customer service, the opposite is true. Bad customer service leads to a poor reputation, negative reviews, a lack of customer testimonials, and fewer customer referrals. A business that lets their reputation fall too much may even find that existing and old customers actively recommend against their brand.

Reputation is critical because a bad reputation can continue even after customer service issues have been resolved. Businesses need to constantly engage in reputation management, and providing good customer service is one of the fundamentals.

Without a strong reputation, a company simply won’t be able to grow. If poor customer service persists, then existing customer numbers will shrink, leading to a real crisis within the company or even a significant loss of income that leads to closure of the business.

Poor Customer Service Affects Employees Too

A culture of good customer service is something that needs to exist throughout an organization for it to be successful. When employees are not trained or effectively led in a way that promotes good customer service, then their morale and motivation will suffer.

Employees (especially front line staff) need to have the ability to service customers in a way that creates a positive customer experience. If employees cannot do that due to organizational failings, lack of training, or a lack of support from management, then they will eventually leave the company. The employees left will typically be those with fewer skills, or those who are not committed to providing a positive customer experience.

Losing staff is costly, and losing quality staff is even more so. Businesses need to place emphasis on customer service starting from the executive level, right down to frontline sales and support staff. Without a strategy that encourages and facilitates good customer service, a business simply can’t succeed in today’s competitive marketplace.

Good Customer Service Needs to Be Embedded in every Business Plan

The cost of not providing good customer service is too high for any business to endure over a long period. Even the largest and wealthiest companies wouldn’t survive when not focusing on customers and their needs, and the smallest companies won’t grow without building a reputation of good customer service.

Consider the impacts of poor customer service to be a warning, and learn the lessons from many businesses that failed to recognize the importance of good customer service and reputation in the past.

Keeping a Personal Brand Intact: Lessons to Learn from Sexual Assault Scandals

For both high profile celebrities in entertainment and ranking executives on the business side of the industry, personal branding is a key element to success in the modern age. Careers rise and fall on the strength of personal branding, and this has never been more evident than today where it’s possible to look at a number of high profile cases where careers have been destroyed almost overnight.

Cases like the Harvey Weinstein Scandal, recent allegations against actor Kevin Spacey, or even resurfacing accusations of sexual harassment placed against comedian/director/actor Louis C.K., are all perfect examples of how serious misconduct can damage a personal brand. Each of these cases cover behavior that could universally be described as abhorrent, but there are still lessons to be learned in the industry for those who do maintain integrity.

Personal Branding Represents Both a Personality and a Skillset

Celebrity branding and personal branding for aspiring professionals in any industry, is as much about personality as it is skillset and achievements. Personal branding could be considered the resume of the current generation, with employers looking social at media profiles and other areas of online presence to form an opinion about potential candidates.

In the entertainment industry, employers and the general public also look at aspects of a personal brand to determine the figures that they can admire and relate to. A lack of branding leaves entertainers in relative obscurity, and poor personal branding can stifle or completely derail a career.

Branding should not only be authentic and audience appropriate, but it should also be skills based and focused on what any particular figure (celebrity or otherwise) has to offer.

Personal Branding Can Be Used to Respond to Difficult Situations

Before 2017, Kevin Spacey would have been a strong example of an actor who had a bulletproof personal brand. Achieving fame in the early 1990s, he developed the image of a mature actor that could bring great charisma into the characters that he portrayed. He received numerous accolades and won prestigious industry awards from the Screen Actors Guild, the Hollywood Foreign Press Association, and the Academy of Motion Picture Arts and Sciences. He was not only known for his skill on stage and in front of the camera, but also for a personal brand that represented integrity and a lack of any real controversy or drama.

When accusations of sexual assault surfaced in 2017, Spacey’s brand was in trouble, but by no means unsalvageable. However, in an ill-advised move, Spacey publicly responded to the accusations in a way that came across as almost dismissive, while also creating a distraction by bringing his sexuality into the picture. He went from A-List celebrity to public enemy almost overnight. He was pulled from a film he had already completed (and which will likely be an Oscar contender), and his highly successful Netflix Originals drama show was cancelled.

Whether or not the accusations against Spacey have basis or not (this will likely come to light in time), the simple fact is that he mishandled the situation and buried his personal brand. His acting skills remain unquestioned, but, again, personal branding represents both a personality and a skillset. No matter the skill he has in his chosen craft, he has now developed a public personality that nobody will work with.

Takeaways for Branding in the Entertainment Industry and Outside

Amoral actions are not negated by a strong personal brand, and that is not the point of learning from recent examples. The key takeaways are that personal branding is not only critical, but that a failure to maintain a brand (or to respond to threats against the brand), can be just as or even more damaging than not building a brand in the first place.

Brand building requires being in the public eye or in the eye of a relevant audience, using social media and other forms of media for personal marketing, and interacting with the audience. A brand should be developed with integrity and it should focus on attributes that will aid in career progression.

While poor personal branding can help to end a career, getting things right will do just the opposite. Branding is something that any aspiring celebrity, politician, or professional should take seriously in 2017.

The Looming Question: Is Marketing on Twitter Dead?

There’s been quite a bit of talk about whether Twitter is dying compared to the platform’s more successful competitors: Facebook, Snapchat and Instagram. Twitter’s growth has become stagnant with around 320 million monthly active users. That number is quickly falling behind in the race. Facebook, the most-used social media site among all ages, boasts 1.65 billion monthly active users. Instagram, an app that continues to grow in popularity, has 400 million active users. While Twitter and Snapchat have a similar amount of monthly active users, Snapchat is the fastest growing network with more than 150 million daily active users as compared to Twitter’s declining 140 million daily active users.

The number of daily and monthly users don’t look very good for the ailing social media platform, but that’s not the only issue for Twitter. According to the Wall Street Journal, Twitter has “reported a larger-than-expected net loss in the fourth quarter as year-over-year revenue growth slowed to less than 1%.” Twitter needs to turn a profit, but it will be increasingly difficulty with ad revenue increasingly at risk.

So, is there any life left in Twitter for businesses?

As the marketing world shifts its main focus to content, Twitter’s well-known 140-character limit may pose additional problems for marketers. Plus, this limit reduces the value of content published on the platform. With a hard-to-define user base and most tweets coming from big brands and celebrities, the company is losing its ability to connect with its users on a genuine level.

In addition, there are problems with hashtag marketing on Twitter. It used to be a great marketing tool for engagement and categorizing discussions, but has quickly become arcane and overused. According to Jeremy Woolf, the global digital and social media lead at Text100, “the overuse of hashtags is leading to a backlash whereby they are increasingly seen as representatives of brand noise and not compelling content.” Companies are too eager to get clicks on Twitter and don’t add value to conversations.

If Twitter doesn’t fix its noise problem, it will be extremely difficult for it to stay alive. The number of users and information on Twitter has spiraled out of control, making it tough to get anyone’s attention. This isn’t a problem for newer platforms like Instagram and Snapchat. When users spend time on these platforms, they’re likely not paying attention to anything else. They are engaged looking at photos, videos, stories, etc. And attention is what you really want when you’re trying to promote your brand, right?

There’s a lot of debate on whether Twitter will meet its demise for marketers. If your company still thinks it could be a viable asset, don’t write it off just yet. Keep in mind that Twitter is a process. You need patience. It requires a significant amount of activity to establish a solid follower base and you will constantly be competing with all the extra noise on the platform. Successful Twitter accounts require constant engagement so several updates a day are mandatory. You also can’t let responses and engagements go unacknowledged. It requires back and forth conversations with your followers.

Twitter isn’t for every business.
Consider your goals before making a decision to continue marketing on the platform.

Creating a comprehensive marketing strategy on Snapchat

Did you know Snapchat boasts nearly 100 million daily users? And millennials account for more than 70% of those Snapchat users: 26 million 13 to 17 year olds, 37 million, 18 to 24 year olds and 23 million 25 to 34 years old. If this is your business’s target audience, you need to learn how to actively leverage the ephemeral social media channel to reach younger users and expand your consumer base.

How do you start to get intentional about Snapchat?

First, you need to determine what you want people to understand about your business. You’ll want to showcase interesting aspects of your business that people don’t already know. You’ll also want to show a more authentic side of your business, the people behind your business and how you treat customers. Then, you should start on a project basis. Think of one to two initiatives that would tell the story of your business. Start simple: don’t try to overwhelm yourself by feeling a need to post every hour.

Understanding Snapchat and its users

If you want to create effective, long-term marketing strategy for Snapchat, it’s best to understand the platform and its users. Snapchat is a photo and video messaging app available on mobile devices. It has quickly grown in popularity because it’s a fun, non-permanent communication option. The app’s content will disappear in a matter of seconds or over the course of 24 hours. Snapchat users are watching about 10 billion videos a day and the platform ranks first in daily usage by high school seniors.

Elements of a great Snapchat initiative

  • It should be spontaneous and fun.
  • You should be asking for engagement, not trying to sell a product.
  • There should be a good combination of both photo and video – music is also a plus!
  • Speak the Snapchat language and be in the moment – don’t post a video you’ve already shot.

Using the appropriate voice and tone

Snapchat users will notice unauthentic content with ease so make sure you portray your business as casual, trendy and hip while using this social channel. If these don’t resonate with your business, then a Snapchat account might not meet your needs. This is not the place to sell users on your business, just be authentic and speak the Snapchat language to maintain a vibrant community on this platform. Your content should be fresh, personal, instant and visual.

Snapchat content image

“Snapchattable” content

  1. Live Action – Snapchat users like to see content that’s happening in the moment. Give them inside access to your business. They’ll appreciate an exclusive or behind-the-scenes look at what makes your business great. Give your brand a personality and share it with your followers.
  2. Takeovers – Let the people of your company be your voice. What’s an average day for the CEO look like? Have an employee showcase why your business is a great place to work. Ask your best customers to explain why they love your business. Learn how to leverage your community.
  3. Product Demos – Show off your products in an authentic, fun way. Give product demos on Snapchat but make sure it’s unique and try to add some humor. Maybe come up with creative ways to use your product other than the intended purpose.
  4. Business Tours – If you want to bring your customers to your business, show off your location in a Snapchat story. In addition to promoting your storefront or restaurant, you can entice users in the surrounding area. What can people visit or see after they visit your shop?
  5. Events – When you host a special event, share it with your fans. You can use the Snapchat story feature to show clips of different aspects of the event. Whether your company is doing community service or launching a new product, ensure your potential customers are involved.

Tips and tricks for mastering marketing on Snapchat

    Do’s

  • Create an account
  • Use filters and stickers
  • Go behind the scenes
  • Be mindful of sound
  • Create geofilters
  • Set alarm to save story
    Don’ts

  • Post long stories
  • Forget to turn up volume
  • Record horizontally
  • Get caught saying, “Go”
  • Make it all about you
  • Think you have to tackle it alone

Snapchat takes time, resources and energy to create content that will go away.

Be realistic about what it takes to execute a successful and effective strategy for the platform.

Tailoring your marketing approach for Hispanics

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View Infographic

Want to increase your consumer buying power by $1.5 trillion? If so, you need to implement a successful marketing strategy that targets the U.S. Hispanic population – one of the fastest growing minority consumer groups in the country.

Over the past decade, the Hispanic community has doubled in size but still remains inadequately represented in media. This key demographic is one of the largest untapped markets in the digital world with one of the greatest opportunities for potential as their numbers continue to grow.

According to Google, the Hispanic population in the U.S. is ahead of the curve when it comes to digital. They are leaders in new device adoption, mobile power users and loyal online video subscribers. Yet most brands don’t have a strategy for targeting the Hispanic population, making it an ideal time for businesses to take action and use digital as a means of harnessing their $1.5 trillion buying power – which is likely to grow significantly in upcoming years.

Notice the numbers 

Hispanics are avid smartphone users, considerably more so than the average consumer. Nielsen, a global information and measurement company, conducted a mobile insights report and found the Hispanic community spends roughly 14 hours/week for various digital purposes on smartphones (half of the time spent watching online videos). The report stated 10 million users from this population watch videos, on average, for more than six hours/month, making them super consumers from a mobile perspective.

In addition, this population favors online sources to gather purchase information rather than referrals, radio ads and television commercials. With some of the highest engagement rates online, the Hispanic community is well suited to become a key demographic and target group for various industries.

Next steps for companies 

If you don’t want to miss out on your chance to target one of the fastest growing minority groups with more than a trillion dollars of buying power, it’s time to tailor your marketing approach to include the Hispanic population. So what do U.S. Hispanics find most appealing when it comes to marketing? We’ve compiled a list of the top five tips Google has suggested for reaching and engaging with this targeted demographic – based on a collaborative survey with Ipsos MediaCT.

  1. Relevancy – Your marketing campaigns should incorporate relevant content that speaks to cultural sensibilities, values and interests within the Hispanic community.
  1. Visuals – Your strategy should include visuals that are representative of Hispanic culture. Make sure they are authentic, tasteful and identifiable.
  1. Language – As an important mode of communication, language matters. Incorporate Spanish and bilingual content in marketing to encourage engagement with the Hispanic population.
  1. Entertainment – Since a large chunk of U.S. Hispanics watch online videos for more than six hours a month, you should consider including relevant and entertaining video content.
  1. Testimonials – Market your brand with a familiar face that the Hispanic community can relate with and understand. They want to hear from people who share their heritage.

Multi-cultural marketing strategies from big brands

If you’re eager to implement a successful strategy, why not learn from some of the biggest brands. We’ve found a few examples from brands who have incorporated multi-cultural marketing strategies to target the largely untapped market of the Hispanic population – and we’re confident they’ve seen significant results.

McDonald’s Jalapeno Double ad campaign

The McDonald’s Jalapeno Double ad campaign celebrates Hispanic heritage with separate marketing efforts to target this specific demographic. In doing so, McDonald’s was named Marketer of the Year in 2014 by the Association of Hispanic Advertising Agencies.

AT&T’s “Mobile Movement” campaign

AT&T incorporated some of Google’s advice to connect with the Hispanic population by showcasing relatable Hispanic Americans speaking Spanglish and sharing the struggle of living with two cultures. The ad has been successful in American and Latin American markets.

Target’s “Lúcete A Tu Manera” (Show off your way) campaign

Target partnered with Mother New York to celebrate the diversity of Hispanic culture in women’s skin, hair and body shape. The beauty campaign was focused on self-expression and self-love. The ads feature Latin influencers such as Carmen Carrera and Rita Moreno.

NFL Teams Win on Social Media

As the Super Bowl fast approaches, people are gearing up for the big game – setting up parties and trying to win one of Pizza Hut’s limited-time golden pizzas covered in edible real gold – but do you ever wonder why fans of the sport and individual teams are so eager to stay-up-to-date with the most recent updates concerning their favorite team?

The National Football League has increased fan engagement and loyalty by utilizing effective methods of social media marketing on platforms such as Facebook, Twitter, Instagram and Snapchat.

The key to launching a successful social media campaign is inclusion.

So why are people so passionate about what’s happening with their favorite NFL team? It’s because the team was able to engage with their fans through social media to make them feel included – a part of the team.

Take the New England Patriots for example. The team’s social media campaigns on Twitter have been instrumental in helping them gain more than a million followers and climb the ranks in the world of digital marketing.

The #TomTuesday campaign gives fans a chance to win signed merchandise from Tom Brady. In order to win, you have to get the most retweets. This strategy is a great ways to raise brand awareness while making your fans feel included and appreciated, which will also have a positive effect on fan loyalty.

The #HardCorePatsFan campaign encourages fans to tweet photos of Patriot loyalty – from taking a selfie at a game to showcasing your impressive collection of memorabilia – to win upcoming tickets to a home game. It’s another effective strategy for increasing brand engagement and fan retention.

The Patriots hashtag giveaway campaigns have helped the brand flourish, gaining the most Twitter followers in the entire league.

While the Patriots have mastered the Twitter space, the Dallas Cowboys are ahead of the game on Facebook, the most popular platform of social media. The team’s fan page sits at nearly 8.2 million likes. But how did the Cowboys establish such dominance in the field?

While the team’s content strategy could focus on brand engagement a little more, the Cowboys have created a space for fans to feel included through consistent status updates about the team, the players and related information. Also, they give fans a place to communicate with one another and express their thoughts about the team.

NFL teams are using these effective social media strategies to grow their fan base:

  • Keep the content straight-forward and simple
  • Encourage the fans to patriciate on your page
  • Show dedication and appreciation for fans
  • Engage with your fans in a timely manner
  • Promote your brand and raise awareness

Currently, all the teams in the NFL are on at least one social media platform. As they strive to stay current with the latest trends, many teams – including the New York Jets, New Orleans Saints and the Philadelphia Eagles – have created Snapchat accounts. They are using the social platform to post schedules, engage fans and share information.

As fans are eager to see who will claim the Super Bowl title this year, we’re more concerned at who’s winning on social media. What do you think? Who’s you’re favorite team and why? Have they tried to include you on social media platforms? Any advice on what these teams could be doing better at engaging fans? We’d love to hear your thoughts!

Make a Lasting Impression on Social Media

The most popular way to connect with your customers and promote your business is through marketing on Facebook. However, many businesses don’t take the time to understand the minds of their followers and often post the wrong types of content. If your business can’t appeal to consumers on Facebook, you’ll leave a bad impression which may cause of loss of revenue for your business.

Here are some ways you can make a positive impression on Facebook:

  1. Provide information, entertainment and education
    The people who “like” your Facebook page will return to your profile to find useful, relevant and valuable content. They don’t want your business to spam their newsfeed. Therefore, you should do more than inform. Your page should also be a source for entertainment and education.The key is variety. You don’t want to bore your followers with the same type of post. Mix up your words, videos and graphics to create relevant and valuable content.

    You main priority should be to teach your followers something in a way that doesn’t feel forced.

  1. Calm down on your business advertising
    While the goal of marketing on Facebook may be to advertise your business, you should focus on doing it discretely. Every post should not be a promotion or advertisement. You’ll annoy your followers who will feel compelled to unfollow your business.We encourage you to mix a little bit of advertising into your posts but try to make them more interactive and engaging. Ask your followers questions, try to get their input and learn from their answers. Think for a second about how you feel with your personal Facebook. What is it you want to see on your newsfeed?
  1. Share staff photos (with happy faces)
    You can make a positive impression on Facebook by showing your happy employees. You’ll add personality to your business and your followers are likely to see you as trustworthy and approachable.You should also focus on your cover image. The cover image is the largest, attention grabbing section on your profile. So don’t undervalue its importance. Use an image with eye-catching colors and a graphic that ties into your branding and conveys your company’s main message.
  1. Craft a stellar biography statement
    If your followers want information on your business, chances are they will read your biography on Facebook. Try to make this different than the about section on your website, as you’ll have better search engine optimization for both pages.Take some time to consider the most relevant information for your audience. Place that information at the top of the biography. You should also try to fill out your profile completely – hours, location, products, services, etc. Try to answer all the questions your audience may have.

Facebook is a great source to promote your company and build your brand. While it may seem like a lot of work, keep in mind you can have fun with it. Be creative. Interact with your followers. Use these helpful tips to make sure you’re making a positive impression when potential consumers follow your business.