Marzipan

Category: Digital Strategy

  • How to Master Instagram Growth: New eBook

    How to Master Instagram Growth: New eBook

    12 Proven Social Media Strategies for Real Results

    If you’re tired of posting endlessly to your socials without seeing any real Instagram Growth results, you’re not alone. Growing a social media presence can feel overwhelming, especially with so many “gurus” claiming to know the secrets. The truth? There’s no single magic trick—just proven strategies that, when done right, deliver measurable results.

    For over a decade, I’ve worked in digital marketing, helping businesses of all sizes navigate the fast-moving world of social media. I’ve tested countless strategies, refined the process, and learned what actually works to achieve Instagram growth. Now, for the first time, I’m pulling back the curtain to share those exact strategies in our brand-new ebook: “Master the Instagram Strategies We Use to Skyrocket Client Success.”

    Why Instagram Growth Matters for Your Brand

    Instagram isn’t just a place for pretty pictures; it’s one of the most powerful platforms for brand growth, community building, and sales. With over 2 billion active users every month, your audience is there—they’re just waiting to discover you.

    But here’s the challenge: Standing out on Instagram requires more than posting beautiful content. You need a strategy that aligns with your audience’s needs, works with Instagram’s algorithm, and turns casual scrollers into engaged followers.

    This ebook teaches you how to:

    • Master the Instagram algorithm to get your content seen.
    • Create saveable and shareable posts that your audience will love.
    • Use keywords and hashtags strategically to boost your reach.
    • Turn followers into engaged fans—and, ultimately, customers.

    A Sneak Peek into the eBook

    If you’re wondering, “What exactly will I learn?”, here’s a preview of what’s inside our ebook that will show you How to grow your Instagram audience

    1. Mastering the Algorithm:
    Understand the core factors that drive visibility on Instagram, like engagement, content quality, and timing. We share actionable tips to keep the algorithm working for you, not against you.

    2. Creating High-Value Content:
    It’s not just about looking good; it’s about delivering value. You’ll learn how to create posts that your audience will save, share, and engage with—key signals the algorithm loves.

    3. Proven Instagram Growth Strategies:
    From collaborating with other creators to mastering Instagram Stories and Reels, we break down the growth tactics we use daily to help our clients thrive.

    4. The Power of Instagram Ads:
    Want to accelerate your results? We offer insights into how Instagram ads can work for your brand and reach the right audience at the point of decision-making. Nurturing sustainable growth for your Instagram page.

    Who is This eBook For?

    Whether you’re a small business owner, content creator, or marketer, this guide to growing your Instagram account is designed to help you:

    • Grow your Instagram presence strategically and sustainably.
    • Build a loyal audience who engages with your content.
    • Drive measurable results without burning yourself out.

    If you’re looking for practical, no-fluff advice that’s been tested and proven, this ebook is for you.

    What Makes This Different?

    There’s a lot of Instagram advice out there—but much of it is generic or outdated. The strategies in this ebook are the same ones we use with real clients every day. These aren’t quick hacks or trends that fade overnight. They’re long-term approaches that focus on value, connection, and sustainable growth.

    Ready to Grow Your Instagram?

    If you’re ready to stop guessing and start growing, now’s the time. Download our ebook, “Master the Instagram Strategies We Use to Skyrocket Client Success,” and gain access to the exact tactics we’ve used to help brands thrive.

    🎯 [Grab Your Copy Here]

    Take the next step and unlock your brand’s Instagram potential. It’s time to grow smarter, engage better, and achieve the results you deserve.

  • 5 Tips to Smash Your Online Goals in 2025

    5 Tips to Smash Your Online Goals in 2025

    As business owners, it’s crucial to keep up with the latest tools and digital marketing trends to smash your online goals. At Marzian we’re more than just Digital Content Creators, we’re your online success partners ready to make you shine online. so, whether you’re a startup or an SME, here are five tech-driven strategies that can propel your brand online in 2025.

    1. Harness AI for Personalised Marketing

    Artificial Intelligence (AI) is more accessible than ever, and it’s revolutionising how businesses interact with customers. AI tools can analyse your audience’s behaviour, segment them effectively, and create hyper-personalized marketing campaigns. The result? Better engagement, stronger relationships, and higher conversion rates. In 2025, prioritise using AI for smarter, data-driven marketing that resonates with your audience.

    2. Optimise for Voice Search

    With more users turning to voice-activated devices, optimising for voice search is becoming crucial. Unlike traditional text searches, voice searches are more conversational and often longer. Start by identifying natural, longer-tail keywords that your audience might use, and incorporate these into your website content. Also, ensure that your website is mobile-friendly, as voice searches are often made on mobile devices. Think Siri and Alexa and the types of questions you’re firing at them all day long.

    For example, if you’re a digital marketing expert you may want to expand on the phrase to accommodate voice. Phrases such as ‘digital content creator in Sydney’ or ‘online marketing and PPC specialists near me’ could help expand your reach.

    3. Embrace Video Content Across Platforms

    Video remains the most engaging content format, with short-form videos like Reels, TikToks, and YouTube Shorts capturing attention quickly. Longer educational videos on YouTube can establish authority in your niche and provide value to your audience. Make video content a core part of your strategy in 2024—it’s a surefire way to increase reach and engagement across channels. Check out video production services here if you need a helping hand. From script to screen, we can tell your brand story with video that can thrive on all platforms.

    4. Leverage Automation for Efficiency

    Automation tools are a game-changer for small business owners. Automate repetitive tasks such as email follow-ups, social media scheduling, and ad bidding to save time and maintain consistent communication with your audience. By freeing up your team’s time, you can focus more on strategic activities that drive growth… or maximise your time doing more of what you enjoy.

    5. Invest in a Fast, User-Centric Website

    A slow or clunky website can turn potential customers away in seconds. In 2025, make website speed and user experience (UX) a top priority. Ensure that your website loads quickly, offers intuitive navigation, and delivers a seamless mobile experience. A fast, user-centric site not only improves engagement but also positively impacts your search engine rankings. We love creating intuitive, easy-to-use websites that look great and are sustainable, built on WordPress or WebFlow using the latest sustainable design practices. At Marzipan, we craft bespoke websites to make your business stand out from the mundane, like a breath of fresh salty air on a summer’s day. 

    6. Bonus Point

    Don’t be afraid to learn from the professionals. There are literally thousands of eBooks, podcasts, and videos online that will teach you how to grow your digital content creation above and beyond where you are now. Don’t be afraid to sign up, download and devour as many of these as you can. A great place to start could be our latest eBook; “Master the Instagram Strategies We Use to Skyrocket Client Success.” We’re removing the curtain to reveal 12 killer Instagram strategies to help you grow your social media community and master the algorithms. Yours for the price of a coffee download the brand-new ebook here ; )

    Ready to Smash Your Online Goals?

    If you’re looking to drive real results and elevate your digital strategy in 2025, we can help! 🚀

    We’d love to help you create a digital presence as powerful as your purpose and help you smash your online goals for the year ahead. We can help build sustainable websites, conduct killer social media campaigns and produce engaging video content for people, brands and places. Better for your bottom line, kinder to our planet. Get in touch with us today and together let’s explore how these strategies can be tailored to your business and turn your online goals into reality. Contact Us

  • Our Favourite Digital Marketing Trends

    Our Favourite Digital Marketing Trends

    In the dynamic world of digital marketing, staying abreast of current trends is crucial for start-ups and SMEs to remain competitive and relevant. As technology evolves and consumer behaviours shift, businesses in Australia must adapt their strategies to harness new opportunities and overcome emerging challenges. This article explores the key digital marketing trends shaping the landscape in Australia, offering insights and practical tips for businesses to thrive.

    Rise of Video Content

    Video content has surged in popularity, becoming a cornerstone of digital marketing strategies. Platforms like YouTube, Instagram, and TikTok dominate the scene, with short-form videos particularly capturing audience attention. Videos are highly engaging, easily consumable, and have the potential to go viral, making them an effective tool for brand awareness and customer engagement. Businesses are leveraging video content for tutorials, product demonstrations, and behind-the-scenes glimpses, fostering a deeper connection with their audience. Discover our video services here

     

    Growth of E-commerce

    The e-commerce sector has experienced unprecedented growth, largely driven by the pandemic’s impact on shopping behaviours. Consumers increasingly prefer the convenience of online shopping, prompting businesses to enhance their digital presence. This trend extends to social commerce, where platforms like Instagram and Facebook enable direct purchasing. For SMEs, developing a user-friendly e-commerce website and integrating social commerce features can significantly boost sales and customer satisfaction.

    Personalisation and Customer Experience

    Personalisation remains a powerful trend, with businesses utilising data analytics to tailor their marketing efforts. By analysing consumer behaviour and preferences, companies can deliver personalised content, offers, and recommendations, enhancing the overall customer experience. A seamless experience across all touchpoints—from websites to social media—ensures that customers feel valued and understood. Examples of effective personalisation include email marketing campaigns with tailored product suggestions and personalised website experiences.

    Influencer Marketing

    Influencer marketing continues to grow, with a notable shift towards micro-influencers. These influencers, with smaller but highly engaged followings, offer authenticity and relatability that resonate well with audiences. For SMEs, collaborating with micro-influencers can be cost-effective and yield significant returns. Current trends include long-term partnerships and influencer-created content that aligns with the brand’s values, fostering genuine connections with potential customers. Marzipan can help you target and reach out to the best influencers for your campaign too. 

    Sustainability and Social Responsibility

    Consumers are increasingly aware of environmental and social issues, favouring brands that demonstrate a commitment to sustainability and social responsibility. Businesses can integrate these values into their marketing strategies by showcasing sustainable practices, ethical sourcing, and community initiatives. Campaigns that highlight a brand’s dedication to making a positive impact can enhance reputation and customer loyalty. Successful examples include Patagonia’s environmental activism and Who Gives A Crap’s commitment to sustainability.

    Utilisation of AI and Machine Learning

    Artificial Intelligence (AI) and Machine Learning (ML) are revolutionising digital marketing. These technologies enable predictive analytics, customer segmentation, and personalised marketing at scale. AI-driven chatbots enhance customer service by providing instant responses and assistance, improving customer satisfaction. Additionally, AI can optimise content creation and distribution, ensuring that the right message reaches the right audience at the right time. SMEs can leverage AI tools to gain competitive insights and streamline their marketing efforts.

    Increased Focus on Privacy and Data Security

    With the advent of regulations like the General Data Protection Regulation (GDPR) and Australian privacy laws, there is a heightened focus on privacy and data security. Consumers demand transparency and control over their data, and businesses must adopt stringent data protection practices to build trust. Implementing clear privacy policies, obtaining explicit consent for data collection, and ensuring robust data security measures are essential strategies. By prioritising privacy, businesses can foster long-term relationships with their customers.

    Digital Marketing trends wrap up…

    The digital marketing landscape in Australia is continually evolving, driven by technological advancements and changing consumer expectations. Start-ups and SMEs must stay informed and agile, adopting these trends to remain competitive. Embracing video content, enhancing e-commerce capabilities, personalising customer experiences, leveraging influencer partnerships, committing to sustainability, utilising AI, and prioritising data security are key strategies for success. By adapting to these trends, businesses can meet current demands and anticipate future opportunities, helping you shine online in the ever-changing digital world.

    Give us a shout if you’d like us to help with your digital marketing needs. Would love to help

  • The Power of Short URLs:

    The Power of Short URLs:

    Why Companies Like Facebook, Amazon, and Google Keep It Concise

    In the fast-paced digital landscape, every second counts. Attention rates are plummeting and competition for your eyballs is fierce. A few seconds and a sweeter user experience can make or break a brand’s success online. This is why some of the world’s most successful companies, such as Facebook, Amazon, and Google, opt for shorter URLs.  That’s part of the reasons we recently rebranded from Marzipan Media to just Marzipan. 

    But what makes these concise web addresses so effective? 

    As a digital marketing agency, understanding the benefits of short URLs can help you enhance your clients’ online presence and drive better results. Let’s dive into the reasons why shorter URLs are a powerful tool in the digital marketer’s arsenal.

    User Experience is Everything

    Ease of Remembering

    One of the most significant advantages of short URLs is their memorability. Shorter URLs are easier for users to remember, which is crucial in a world where consumers are bombarded with information daily. When a URL is concise, users can recall it more easily, reducing the friction involved in revisiting a website. This can lead to higher repeat traffic and better engagement rates.

    Ease of Typing

    On both desktop and mobile devices, shorter URLs are quicker and simpler to type. This ease of use is particularly important on mobile devices, where long URLs can be cumbersome and prone to typing errors. By minimising the effort required to access a site, shorter URLs contribute to a smoother user experience, encouraging users to visit and revisit the site. We grew to hate typing out ‘marzipanmedia’ in full so that’s part of the prompt behind our recent rebrand. Valuable seconds saved so we can spend more time with our clients. 

    Shareability

    In the age of social media, shareability is key. Short URLs are much easier to share in messages, emails, and social media posts. They are less likely to be broken when copied and pasted, and they look cleaner, which can increase the likelihood that users will click on them. For digital marketing campaigns, this means higher engagement and potentially more conversions.

    Aesthetics and Branding

    Cleaner Appearance

    From an aesthetic standpoint, short URLs look more professional and less cluttered. A clean URL can instill a sense of trust and credibility in users, making them more likely to engage with the content. For a digital marketing agency, this cleaner appearance can enhance the overall brand image of your clients. That was our aim here, and to be honest the ‘media’ aspect was feeling a little outdated. 

    Brand Recognition

    Short URLs allow the brand name to stand out more prominently. This is crucial for brand recognition and recall. When users see a short, branded URL, it reinforces the brand identity and can make a lasting impression. For example, Google’s use of “goo.gl” or Amazon’s “amzn.to” are instantly recognisable and linked to their respective brands.

    Technical Considerations

    SEO Benefits

    Search engine optimsation (SEO) is a critical component of digital marketing. Shorter URLs can provide a slight edge in SEO. Search engines prefer clean, concise URLs because they are easier to crawl and understand. While the impact on SEO might be minor, every little bit helps in the competitive world of search rankings. A well-structured, short URL can also improve click-through rates from search engine results pages (SERPs).

    Reduced Error Rate

    Short URLs reduce the likelihood of errors when users manually type them. This leads to fewer broken links and a better overall user experience. In digital marketing, ensuring that every link works flawlessly is vital, as a broken link can lead to lost opportunities and diminished trust.

    Practicality

    URL Shorteners

    Many companies use URL-shortening services for their marketing campaigns. These services not only make URLs shorter but also provide valuable tracking and analytics. For a digital marketing agency, using URL shorteners can offer insights into user behaviour, such as click rates and geographic data, helping to fine-tune marketing strategies.

    Compatibility

    Some platforms, particularly older systems or certain social media sites, have character limits for URLs. Shorter URLs ensure compatibility across various platforms and devices. This versatility means that your marketing messages can be consistent and effective no matter where they are shared.

    We had some SEO challenges along the way and we’ll post about those shortly but now we’re happy with the improvements a shorter URL can bring. If it’s good enough for the likes of Facebook, Amazon, and Google, it’s good enough for Marzipan. It’s a strategic decision that enhances user experience, improves brand perception, and optimises online presence. For a digital marketing agency, leveraging the power of short URLs can lead to better engagement, higher conversion rates, and a stronger overall online strategy.

    By adopting shorter URLs, you can help your clients stand out in a crowded digital marketplace. Whether it’s making URLs more memorable, improving their aesthetics, gaining SEO benefits, or ensuring compatibility across platforms, the advantages are clear. Embrace the power of short URLs and watch your brands online performance soar.

    In a world where every click counts, the right URL can make all the difference. As digital marketers, it’s our job to ensure that every aspect of our clients’ online presence is optimised for success—and that includes the URLs we use. So, let’s keep it short and sweet, and deliver the results our clients deserve.

  • Opportunities for Digital Marketers Embracing AI

    Opportunities for Digital Marketers Embracing AI

    The rise of artificial intelligence (AI) is revolutionising the landscape of digital marketing. As technology continues to evolve, AI offers unparalleled opportunities for marketers to enhance their strategies, drive engagement, and deliver personalised experiences. This blog explores the myriad opportunities available for digital marketers who are embracing AI, highlighting key areas such as data analysis, customer personalisation, content creation, and automation.

    1. Data-Driven Insights

    One of the most significant advantages AI brings to digital marketing is the ability to analyse vast amounts of data quickly and accurately. Traditional data analysis methods are often time-consuming and prone to human error. AI-powered tools can process large datasets to uncover patterns, trends, and insights that would be nearly impossible to identify manually.

    By leveraging AI, digital marketers can:

    • Optimise Campaigns: AI can analyse past campaign performance and provide recommendations for future strategies, ensuring more effective and efficient marketing efforts.
    • Understand Customer Behavior: AI tools can track and analyse customer interactions across various channels, offering a comprehensive view of customer preferences and behaviours.
    • Predict Trends: AI algorithms can predict future trends based on historical data, enabling marketers to stay ahead of the curve and adjust their strategies accordingly.

    2. Enhanced Customer Personalisation

    Personalisation is at the heart of modern digital marketing, and AI is a game-changer in delivering personalised experiences at scale. By utilising AI, marketers can tailor their messaging and offers to individual customers, enhancing engagement and conversion rates.

    Key opportunities in AI-driven personalisation include:

    • Dynamic Content: AI can create and deliver content tailored to individual users based on their browsing history, preferences, and behaviour, ensuring a more relevant and engaging experience.
    • Personalised Recommendations: AI algorithms can analyse user data to provide personalised product or content recommendations, increasing the likelihood of conversions and boosting customer satisfaction.
    • Real-Time Personalisation: AI enables real-time personalisation by analysing user behaviour as it happens, allowing marketers to deliver timely and relevant content or offers.

    3. Advanced Content Creation

    Content is king in digital marketing, and AI is transforming how content is created, optimised, and distributed. AI-powered tools can generate high-quality content quickly, reducing the time and effort required for content creation while maintaining consistency and relevance.

    Opportunities for AI in content creation include:

    • Automated Writing: AI tools can generate articles, blog posts, and social media content based on specific keywords and topics, ensuring a steady stream of relevant content.
    • Content Optimisation: AI can analyse existing content and provide recommendations for optimisation, such as keyword usage, readability, and SEO best practices.
    • Visual Content Creation: AI can assist in creating visual content, such as videos and graphics, by analysing trends and preferences, ensuring that visual assets resonate with the target audience.

    4. Efficient Marketing Automation

    Automation is a cornerstone of modern marketing, and AI takes it to the next level by enabling more sophisticated and efficient automation strategies. AI-powered automation tools can streamline various marketing tasks, freeing up time for marketers to focus on strategic initiatives.

    Key benefits of AI-driven marketing automation include:

    • Automated Campaign Management: AI can manage and optimise marketing campaigns across multiple channels, ensuring consistent messaging and maximising ROI.
    • Lead Scoring and Nurturing: AI can analyse lead data to score and prioritise leads, enabling more targeted and effective nurturing campaigns.
    • Customer Support Automation: AI-powered chatbots and virtual assistants can handle customer inquiries and support tasks, providing quick and accurate responses while reducing the workload on human agents. Literally creating bots that talk to bots… We’re essentially dommed : ) 

    5. Improved Customer Insights and Analytics

    Understanding customer needs and preferences is crucial for successful marketing, and AI provides deeper insights into customer behaviour than ever before. By leveraging AI-driven analytics, marketers can gain a comprehensive understanding of their audience and make data-driven decisions.

    Opportunities in AI-powered customer insights include:

    • Sentiment Analysis: AI can analyse customer feedback and social media interactions to gauge sentiment and identify areas for improvement.
    • Customer Segmentation: AI can segment customers based on various criteria, such as behaviour, demographics, and purchase history, enabling more targeted marketing efforts.
    • Predictive Analytics: AI can predict future customer behaviour, such as likelihood to purchase or churn, allowing marketers to proactively address potential issues and optimise their strategies.

    6. Enhanced User Experience

    User experience (UX) is a critical factor in digital marketing success, and AI can significantly enhance UX by delivering personalised and seamless interactions. By leveraging AI, marketers can create intuitive and engaging experiences that resonate with their audience.

    Key opportunities for AI in UX include:

    • Personalised Web Experiences: AI can customise website content and layout based on individual user preferences and behaviour, ensuring a more relevant and engaging experience.
    • Voice Search Optimisation: As voice search becomes increasingly popular, AI can optimise content for voice queries, ensuring that users can easily find the information they need.
    • AI-Driven Chatbots: AI-powered chatbots can provide instant support and assistance, enhancing user satisfaction and reducing the need for human intervention.

    7. Enhanced Advertising Strategies

    Advertising is a crucial component of digital marketing, and AI is transforming how ads are targeted, delivered, and optimised. AI-powered advertising tools can analyse vast amounts of data to identify the most effective strategies and ensure that ads reach the right audience at the right time.

    Opportunities for AI in advertising include:

    • Programmatic Advertising: AI can automate the buying and placement of ads, ensuring that they are shown to the most relevant audience based on real-time data.
    • Ad Personalisation: AI can create personalised ad experiences by analysing user data and preferences, increasing the likelihood of engagement and conversions.
    • Performance Optimisation: AI can continuously analyse ad performance and make real-time adjustments to optimise ROI, ensuring that advertising budgets are used efficiently.

    8. Competitive Advantage

    In a highly competitive digital landscape, leveraging AI can provide a significant competitive advantage. By adopting AI technologies, digital marketers can stay ahead of the curve, deliver superior experiences, and achieve better results.

    Key ways AI provides a competitive edge include:

    • Faster Decision-Making: AI can analyse data and provide insights quickly, enabling marketers to make informed decisions and respond to changes in the market more rapidly.
    • Scalability: AI-powered tools can handle large volumes of data and tasks, allowing marketers to scale their efforts without compromising quality.
    • Innovation: By embracing AI, marketers can experiment with new strategies and technologies, staying at the forefront of industry trends and innovations.

    Conclusion

    The integration of AI into digital marketing offers a wealth of opportunities for those willing to embrace its potential. From data-driven insights and personalised experiences to advanced content creation and efficient automation, AI is transforming the way marketers connect with their audience and achieve their goals. By staying ahead of the curve and leveraging AI technologies, digital marketers can enhance their strategies, drive better results, and secure a competitive advantage in the ever-evolving digital landscape.

  • Social Media Strategies for Home Professionals

    Social Media Strategies for Home Professionals

    Being a home service professional is a challenging task. Whether you’re a general contractor or an interior decorator, earning and retaining customers is crucial to your success. In the past, most businesses relied on word-of-mouth recommendations to grow, but with the advent of the internet, marketing has long since shifted to the digital era. As a result, your business has probably had to increase its online presence in various ways, and social media has become one of the most effective yet arduous tools for people to come to terms with.

    Recent data shows that people spend an average of two hours and 27 minutes per day on social media. Therefore, social media platforms offer an excellent opportunity for home professionals to promote their services and connect with potential clients.

    To help you succeed in your social media marketing, we’ve teamed up with some industry experts to produce the ultimate “how to” guide for anyone looking to boost their socials.

    Read all about it over at  Porch.com

  • Tips To Build A Winning Social Media Strategy For Your Brand

    Tips To Build A Winning Social Media Strategy For Your Brand

    Social Media Tips for your Brand

    Social media has established itself as a potent tool for digital marketing. Perhaps the most potent medium for digital marketing today, brands worldwide invest in social media to elevate themselves and be more competitive. Hence, the reason for devising a strategy to use social media effectively.

    A social media strategy serves as a guideline in utilising social media’s power to market your brand. It’s a plan ahead of time to ensure that you’re making the best decisions to yield a return on your investment. Managing social media for a brand is a tall mountain to climb, so a strategy is necessary to reach its peak. The competition is stiff between brands around the social media landscape. Also, there are plenty of factors that come into play in attaining success in social media marketing. With that in mind, here are tips to help your brand in building a winning social media strategy.

    State your mission and set your goals

    Goal-setting is key to any strategy, especially for social media marketing. The goals that
    you set to attain are also useful for tracking your strategy’s progress. It will also help
    assess your social media efforts’ effectiveness, so you can determine which works and those that aren’t yielding good results.

    You can start your goal-setting by focusing on the bigger picture. Once you’ve done that, you can plan the necessary steps to take and the resources you need to achieve them. This involves budgeting and communicating with the right people or groups for
    social media services or consulting about your plans.

    To reach your high-level social media goals, you can complement them with secondary ones for each social media network. You’ll also need to tailor your approach to each platform, as they all offer different things where your brand can stand out, and user behaviour is also unique to each.

    Research on your target audience

    The primary reason brands turn to social media is to have diverse ways to reach their
    target audience and expand that reach. To develop an excellent social plan to do that, you need to learn more about your target audience. Users will be the ones to judge your content, and different social media platforms cater to different demographics.

    You’ll have to know who you’re making content for to create content that speaks to
    them. That’s the key to impress in social media and to reach your target audience. If your brand already has a social media presence, you can start using your current
    followers for basis.

    Creating a buyer persona comes in handy when you’re looking for your potential target audience. It’ll help segment demographics and interests, which will narrow down who you need to reach.

    Study your competitors

    You can learn plenty of things about social media from your competitors, just like in
    business. Look for their social media accounts and see how they’re doing. You may pick
    up a thing or two that you can use.

    You can also come up with better ideas by looking at their content and engagement rates. Using the top social media brands in your industry as a benchmark can help when you assess your strategy results.

    Choose the best social media platform for your brand

     

    There are plenty of social media platforms where you can market your brand, but not all of them may return your investment as excellent as you expect. You need to figure out which channel is best suited for that purpose. To do so, you need to evaluate your following, current and potential, analyse your content’s performance, and understanding each social media channel’s strengths at your disposal.

    You should also try exploring other platforms that you can use. There may be greener
    pastures outside of the familiar ones that you know.

    Setup a content pipeline.

    The content that you release on a regular basis will make or break your entire social
    media strategy. Producing content for social media is challenging due to the factors in play; thus, you need to set up an organised approach of what to create and when to
    release it.

    The most effective way to do that is by creating a content calendar. It’s a schedule of
    content development and releases that you’ll implement as part of your strategy. The basis of a well-planned content calendar is your objectives and defining the proportion of content that you should dedicate to attain each of them.

    Evaluate and adjust as necessary

    After you’ve begun implementing your social media strategy, the next thing to do is assess its results. Evaluating it is vital to the success of your efforts. You don’t need to evaluate everything, just the important metrics that affect your objectives.

    The insight that you get from your assessment will help in refining your strategy. Things
    are continually changing in social media, so you have to learn how and when to make
    adjustments.

    Final thoughts

    With the proper plan, you can win in using social media to expand your brand’s reach
    and boost its presence. You just need to devote time and effort to devise your winning
    strategy, and your investment will return. 

    If you need help with your social media strategy, get in touch. We offer a range of social media services for new and existing businesses of all sizes. 

    Guest post by Edwin Deponte
    PR agency Sydney - Marzipan Media Communications, marketing, influencer

    Edwin Deponte is a motivational writer who is also passionate about anything digital and social media marketing-related. On his free days, he spends his time indulging in digital and social media marketing books.

  • How to use Instagram to grow your database

    How to use Instagram to grow your database

    Instagram isn’t the only free marketing tool out there. Email may feel a bit old fashioned but it’s still one of the best ways to establish an ongoing relationship with some audiences. ⁣⁣
    ⁣⁣
    Here‘s how to use Instagram to grow that database 👇🏼⁠⁣⁣
    ⁠⁣⁣
    #1: Add a Call-to-Action in your Instagram bio (offer an incentive to why people should sign up)⁠⁣⁣
    ⁠⁣⁣
    ✨ Discount code for first purchase⁠⁣⁣
    ✨ Free download to a PDF full of value⁠⁣⁣
    ✨ A challenge ⁠⁣⁣
    ✨ Mini Course / short video full of value⁠⁣⁣
    ✨ Free sample⁠⁣⁣
    ✨ Access to products/services before anyone else⁠⁣⁣
    ⁠⁣⁣
    #2: Make your email subscription easy to find on your website! Make sure your link in bio allows people to sign up easily without searching your entire site! ⁠⁣⁣
    ⁠⁣⁣
    #3: Promote your newsletter on instagram stories, posts, IGTV and reels! ⁠

  • Start up tip: Monitor Your Competition

    Analysing your competitors in the market can be great exercise to help surface opportunities for your brand.

    Keeping an eye on the competition can provide insights and inspiration when planning your 2020 marketing campaigns be it social media marketing, search or display advertising. What resonates with their audiences, what strategies can you see that are in play. Which digital content channels seem to work best for them? 

     

    Sometimes it’s easier to see what other people are doing and use the example to highlight what’s working and what’s not for your ow business or start up. It will help you identify digital marketing strategies that you might not have been aware of but also identify ones that you know won’t work for your own brand. 

    Keeping the balance right is key here. Being unique and authentic to yourself is ultimately a stronger look, especially when working on social media.  

  • Three tips to getting the most from your Influencer marketing campaign

    We love working with influencers on campaigns. When used correctly they can quickly help build your brand, grow your social media communities and create trust for your brand not to mentioned help you reach valuable new audiences. But how do you know who to partner with? Always check the three R’s: Resonance, Reach and Relevance. Like social media guru Jay Baer once said: “True influence drives action, not just awareness.”

    How to determine and influencers Resonance?
    Resonance tracks the ripples of that content through the influencers network. Does it get shared outward to other networks, will it be reposted and is it trusted. Some of the influencers we’ve worked with & admire such as We Are Explorers, Little Lobby and Carly Brown absolutely nail it. Seamlessly working branded content into their feed without it seeming phoney or overly pushy.
    This is the type of content that will get shared and resonates with new audiences. It’s a skill, good content creators will own it but not everybody can.

    Be sure to check your influencer’s reach
    Just having the requisite number of followers doesn’t cut it these days. Any days really, it’s always been a poor measure of success but it’s sometimes a good place to start. Many brands have set budgets will help you aim for the right influencers. Knowing your options is always handy. Make sure though that posts are getting good volumes of likes.

    There’s no point paying for an influencer just for their 10,000 likes if only 34 people will engage with a post. Follower counts are easily inflated, it takes a lot to grow and maintain a healthy social media community and people often look for shortcuts. Look for strong engagement rates to support the reach on each and every piece of digital content that’s posted.

    The final check is the most important – Relevance
    There’s no point having a superstar influencer shoutout your brand on Instagram if they’re from a completely different warp of life. This can be the hardest part and as a social media agency we see many good opportunities missed or misplaced because a client is super keen to pair up with an influencer that they love personally… but that who doesn’t work with the brand.

    There are plenty of influencer fish in that see, it’s better to wait than to rush and get it wrong.
    While someone with hundreds of thousands of social media followers certainly could expose your brand to their followers, if they are not a snug contextual fit, their post or tweet would be moot as far as driving leads and customers.

    As the lines between PR and social continue to blur and brands continue to find fresh ways to make their content work for them consider an influencer campaign for your brand in 2018. With a little time and research you could find the perfect pairing to extend your sphere of influence, grow your community and build valuable trust in the market place.

    Let us know how you go in the comments below!