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Be the Life of the Party on Facebook

Your social media channels are the digital frontline of your brand. Building a social media following on Facebook is like having a fan club, but instead of screaming teenagers, your audience includes potential customers who are cheering for you. This is important because it allows you to connect with your audience on a personal level and create a sense of community. Plus, having a loyal following can lead to more engagement, more leads, and ultimately, more sales. So, if you want your brand to be the life of the social media party, then building a following is a must.

Building a social media following from scratch can seem like a daunting task, and it’s difficult to know where to even begin. To help you get a stronger foothold on where to start for each social media platform, we have established a new series of blog posts that will break down how to build your social media presence on each social media channel. If this is something that you have struggled with before, buckle up because we’re about to make it seem quite a bit simpler for your future endeavors. We’ll kick off this series by addressing how to build your presence on Facebook from scratch.

Building a Social Media Following on Facebook

Start by creating a Facebook page for your brand. If you have an Instagram account, be sure to go into your Meta Business Suite and connect the two accounts.

Fill out as much information as you can about your business in order to best optimize your page for being found. This also helps solidify your page’s authenticity.

Develop a Content Mix

When it comes to content, be sure that your posts for Facebook align with your overall marketing strategy. Develop a content calendar and vow to update it every single month in order to ensure that posts are going out regularly and on a consistent basis.

Create engaging posts that appeal to your target audience and demonstrate the value that your brand elicits. To encourage people to engage more with your post, add an open-ended question at the end of the post asking your audience what their thoughts are. Give your followers a reason to share your posts by using relatable and high-quality content.

Engage Deliberately

Take time everyday to engage with your followers by responding to comments and messages as well as being regularly active on your Facebook News Feed. By consistently and authentically engaging with your followers and other accounts on the platform, you not only maximize your reach, but it also shows the community that it can trust your brand to show up and add value.

Another way to maximize reach and tap into different audiences is to research relevant Facebook Groups that you could join as your brand. Join a few groups that align with your subject matter and actively engage in conversations and contribute posts that other group members will find interesting.

Stay Consistent

The strategy for each of your social media profiles might be different from each other, but they should all align with each other as well as your overarching marketing strategy. Keep this in mind as you’re developing your content mix for each platform.

Take Five with Stephanie

Brand Managers at Greteman Group are dedicated to acting as an extension of the internal marketing team for the brands they serve. People in this position live and breathe everything about these brands, down to every little detail. Stephanie has been with Greteman Group for seven years, and she’s become quite a wealth of knowledge about aviation marketing. Through these five questions, she eloquently shares the events in her career journey that led her to where she is today:

What first inspired you to pursue a career in marketing?

I loved the idea of coming up with campaigns and messaging that would inspire people to make decisions. Way back when I entered the field things were not in the digital space we work in today, but still offered up many ways of reaching people. I knew it would evolve but I don’t think I realized just how much.

What aspect of aviation marketing is your favorite and why?

Aviation is such an interesting space but can be challenging for marketers. I love being able to say I helped my clients move the needle with their business goals and objectives. And let’s face it, aviation has an allure and excitement about it that leaves plenty of room for our creative team to work magic.

Both marketing and aviation are fast-moving industries. How do you stay up-to-date on the latest trends and innovations for each?

I subscribe to way too many aviation and marketing newsletters. I cannot read all of them but I try to skim headlines and if something interests me or is related to my clients or work, I take time out to read it. I also try to stay up to date on the competitive landscape by visiting websites, following social channels and paying attention to ads/messaging for those in the industry.

What is your favorite project that you’ve worked on so far in your seven years at Greteman Group?

Wow, that is tough. There are so many, I don’t think I can narrow it down to just one.

We did an online travel magazine called Eisenhower Air for the airport that was really fun. We interviewed many business leaders in the community and also highlighted some super cool travel destinations. Everytime we worked on a new issue I wanted to go visit that place.

Photoshoots are always a favorite of mine as well. Visiting a FlightSafety Learning Center in Denver to shoot pilots training in simulators and classrooms was another fun one.

For younger folks who might be considering a career in aviation marketing, what is a piece of advice that you would give them?

Be patient and let yourself learn. I remember when I first started out, there were many times I felt like I had no idea what I was doing. Looking back, I realize experiences and mistakes make you better. Don’t get me wrong, I am still learning everyday. This industry continues to evolve and change all the time. Those are the things that keep it interesting and keep me coming back for more.

The Ever Changing Digital Marketing Landscape

You know the saying, the only constant is change. That couldn’t be more true when it comes to digital marketing

Audiences Without Cookies

Cookies have made their way into our internet vocabulary for more than a decade – and not the chocolate chip ones. We’re talking about the cookies that store information about user browsing behavior to improve the online experience.

But privacy comes into question any time user data is collected and stored. Research shows that nearly two thirds of adults say the government should do more to regulate how internet companies handle privacy issues. 

At the heart of that discussion are third-party cookies. These are anonymized files of information created when you visit a website that another advertiser or social media site tracks in order to get a wider view of interests. Not to be confused with first-party cookies, which are created by the site you’re on to improve user experience (like saving preferences, remembering passwords, keeping items in your shopping cart, storing payment info, etc). Essentially third-party cookies help provide advertisers with information to be able to provide relevant ads based on your interests – like those cute sandals you have been eyeing for the summer.

Third-party cookies originally were intended to be used for good, but unfortunately bad actors started using them for more nefarious intentions. That, combined with internet users rightfully demanding more privacy, began a pushback against them. 

There have already been small steps over the last 6-8 years to phase these cookies out, such as the California Consumer Privacy Act in 2020 and Apple OS14 prompting users to opt-out of tracking. Google Chrome is claiming to begin blocking third party cookies next year, which would be one of the last dominoes to fall. 

Now the question becomes, what’s next and how does this affect my marketing efforts? 

Marketers need to focus on privacy safe ways to target their audiences. Ad creative and messaging become even more important to ensure you’re reaching and resonating with your audience. First-party data is a must. Customer relationship management (CRM) databases will help lead that charge. Contextual targeting – marketing on sites that offer something relevant to your audience – will be another way to effectively reach your target.

Internet privacy has become more and more important to users. Now, as marketers, we will once again embrace a new change and ways to reach our audience in a relevant way that respects their privacy. 

Creative is Key 

With the end of third-party cookies across the internet looming soon, the creative concepts delivered during campaigns are more important than ever. Gone are the days where a vague message works because you are also able to layer in specific user targeting.

When targeting capabilities become slim, a wider net must be cast to speak to a broader audience, making the message key to determining if it’s relevant. Consumers spend on average 8 hours a day with digital media, so a clear, concise message is important.

Moving beyond traditional static banner ads to more interactive units, incorporating video, and native tactics encourage more brand awareness and message comprehension. Rich media gives more opportunity to interact with the brand and provides more performance metrics than a static ad does.

Now What?

The key to navigating these changes is knowledge, preparation and innovation. Understanding when and why change comes is the first step in creating a plan to adapt. Pushing back will leave you behind. Roll with it and approach it as a new opportunity with the potential to do something innovative.

Will the absence of third-party cookies make marketing impossible? Definitely not. Will it add a new challenge? You bet. But if you have any experience in this industry, you should already be equipped for this. It’s yet another evolution as digital marketing keeps up with the technological world – anyone remember mobilegeddon?

Make sure you’re collecting all the first-party data you can through detailed website/mobile app behavior and customer information, prioritize your creative and messaging, deeply monitor performance, and you won’t feel a thing.

SEO: What to Know

To digital marketers, SEO is like fairy dust – it can make your website sparkle and shine in the all-seeing eyes of Google.

But what happens if you don’t prioritize it? Though it might sound overly-dramatic, without Search Engine Optimization (SEO), your website may be lost in the depths of cyberspace. Just picture your content wandering aimlessly with no direction or purpose. Dismal, right?

But with a rigid SEO strategy in place, your website can soar to the top of search results, attracting the audience you need. So if you want to be the belle of the internet ball, don’t forget to sprinkle some SEO fairy dust throughout your digital content.

SEO Overview

Let’s start from the beginning — what is SEO? To keep it simple, SEO is the practice of optimizing websites and digital channels to improve visibility and ranking on search engines such as Google. It requires various techniques such as keyword research, on-page optimization, link building and content creation to increase organic traffic to your website.

SEO is important because it helps businesses attract potential customers who are actively searching for products or services they offer. By ranking higher on search engines, businesses can increase their online visibility, credibility, and ultimately, their revenue.

Optimizing Your Website for SEO

As you begin to optimize a website for SEO, you should start by researching relevant keywords and incorporating them into your website’s content, meta tags and URLs. Make sure your website has a clear and organized structure, with easy-to-navigate menus and a sitemap for search engines to crawl.

It’s imperative to keep a constant eye on your website’s loading speed and mobile responsiveness, as these are important ranking factors. Build high-quality backlinks from reputable websites and regularly update your website with fresh and engaging content.

It’s also important to note that file names and alt-tags play a role in website optimization. Be sure to use file names for images and videos that include keywords related to the page where these files will be displayed.

Finally, monitor your website’s analytics to track your SEO progress and make necessary adjustments.

Optimizing Social Channels for SEO

The first step toward optimizing social media content for SEO also begins with… you guessed it…conducting keyword research. Once you’ve gathered these keywords, incorporate them strategically into your social media profiles and posts – this includes in your headlines, captions and descriptions. Make sure they’re relevant to your topic though. SEO isn’t all about keyword-stuffing, it is to establish your site as a bona fide authority to a search engine.

On platforms such as Twitter, Instagram and LinkedIn, be sure to use relevant hashtags to increase visibility and engagement. Regularly post high-quality content that is shareable and relevant to your audience, keeping them coming back for more because now they view your brand as a thought leader.

An important thing to remember when posting to Instagram specifically is that photo posts perform well when they have longer captions and few hashtags. Captions can be interpreted by the Instagram algorithm about as effectively as hashtags can these days, so don’t be afraid to write those detailed captions.

When posting Reels on Instagram, the opposite is true. Keep your captions succinct and to the point, and then maximize the reach of your post by using up to 30 hashtags. The reason this works is because users don’t often expand a caption when watching a Reel. The Reel’s job is to tell the story.

Finally, track your performance using analytics tools and adjust your strategy as needed to improve your SEO rankings. You can’t know your efforts are successful unless you set goals, benchmarks, and tweak your strategy when needed.