5 Steps to Executing a Successful Digital Marketing Campaign this Fall

It’s fall, Vancouver! Wow. Time flies. The end of the summer always brings with it that push to reconfigure, re-evaluate, and plan. And that goes for marketing, too! Since 2016 is all about digital marketing (over 80% of marketing is now conducted online!), we can only imagine what 2017 will bring. So let’s chat about fall digital marketing campaign ideas for your Vancouver wellness business!

First of all, here’s a **great graph to show you which digital marketing methods had the best commercial impact earlier this year:

digital marketing chart

Pretty cool, right? So with all of this information in mind, let’s figure out how to optimize your fall Vancouver wellness business promotions!

Here are the 5 steps to executing a successful digital marketing campaign, including the initial idea, the visualized campaign, the redefined message, the quantified tweaks, and the optimized push:

Initialize Your Idea

This is basically the bones of your campaign. What is the point? What are your goals? Who are you appealing to? Where will you find these people? Once you know the answers to these questions (and others!), you can begin to formulate your ideas for a fall campaign.

Visualize Your Campaign and Get Creative

Turn your idea into a reality. Begin to actually visualize what this campaign will look like. What will it entail? Gather your team, develop a plan, and create ways to put that plan into action. Then do it! Will you employ social media marketing, or content marketing? (Or both?) What will the voice of your message sound like? (Playful? Aggressive? Cautionary?)

These things need to be mindfully thought out at this stage. Once they are, it’s time to put your plan into action.

Define Your Message

Think of your fall digital marketing campaign as an organic being. It’s going to move and change (while still maintaining the original intent behind it!), and that’s a good thing. You may find that one avenue isn’t working as well as another might, and by moving from influencer marketing to mobile marketing, you’re able to define what your message is and how it’s seen.

Quantify and Tweak

This step is all about measurement.

Keep an eye on what’s going on. Respond to messages and questions. Check your analytics, daily.  How is your promotion going? Who is your digital marketing campaign actually reaching? Are they who you want it to reach? And is it working? Are you making sales or generating leads?

Is your message being received the way you want it to be received?

At this point in the game, you should know what’s working and what’s not, and then be able to tweak your message so that in lands in the laps of your target demographic.

Optimize and Push–Hard

Once you know that your digital marketing campaign is reaching your target demographic and receiving optimal engagement, now’s the time to really push hard. What does this mean? On Facebook, it could mean increasing your ad budget. It could mean extending your campaign to include wearables and cross-promotion.

When you hit the sweet spot, you’ll know it (if you’re paying attention–and you should be), and you can really get creative and aggressive with how your message expands.

If your Vancouver wellness business needs help with social media management, content creation, event promotion, or your fall digital marketing campaign, contact us! We’d love to help.

Good luck!


*If you’re interested in having your social managed, or fun, energetic, and informative blogs written for YOU by Fresh + Fit Vancouver writers, click HERE.

**Graph provided by Smart Insights.

Healthy Vancouver Businesses Provide Better Workplace Morale

At Fresh + Fit, we choose to only work with local businesses that emphasize health and wellness, and we love it. All of our clients share the same intention as we do; that is, to provide or supply the Vancouver area with products and/or services that will ultimately increase our community’s health and well-being.

But looking further than that, what do Vancouver businesses that actively and mindfully cultivate an environment based on health and wellness do better than those that don’t?

Research says that these types of businesses actually produce better workplace morale:

“By creating a positive, safe and healthy environment for employees, you can increase workplace morale, improve your employees’ work-life balance and, in turn, positively impact your business.”[1] —Fit for Work

Here are 4 reasons why Vancouver businesses based on health and wellness are generally happier and produce better workplace morale than the other guys:

Health-Conscious Businesses Attract Employees Who Genuinely Care

When you feel taken care of, you want to take care of others (including your colleagues and co-workers). The workweek is 40 hours long, and doing your job alongside caring people who are excited about health and wellness makes for better days! Pair that with a healthy environment that is consistently interested in helping others be well, and you have a winning combination.

In fact, according to Harvard Health, ‘doing good and feeling good’ is a solid recipe for happiness in the workplace.[2]

Selling Health Translates to…Better Health! (For all.)

When you spend 40 hours a week thinking about health, the result is that you usually pick up healthier habits. To be a truly great salesperson, you have to love what you sell…that’s why so many businesses who do well, have their employees try their products and insist they familiarize themselves with them.

If your employees believe in what they sell, and they incorporate these particular products and services into their own lives, it’s easy for them to sell to others—they’re basically living and accessible examples of your business’ brand. And if employees are essentially living the brand, they’re going to adopt the healthy lifestyle that goes with it.

Taking a Vested Interest in the Health of Others Grounds and Humanizes Employees

Helping others become better versions of themselves is humbling. It’s working every day to improve other people’s lives—and that’s a powerful way to ground yourself and remember what you’re thankful for.

In reverse, it’s been proven that people who want to help others be healthy are often cut from the same cloth in regards to personality traits:

“Humility is one of the first personality traits to be linked to helping behavior, and that’s significant because personality traits are broad and far-reaching contributors to behavior, and tend to take precedence over other factors, such as time and social pressures.”[3] –Time Magazine

In other words, employees working in an environment of health and wellness probably share the same values and intentions among themselves, and this likely leads to a positive and healthy work culture.

Ergo, increased workplace morale.

Healthier Employees are More Productive—True Story.

Healthy living directly translates into better eating habits, better sleep, and in turn, better problem-solving and communication skills. People who eat well, are consistently active, and mindfully make time for rest generally don’t hit the proverbial wall throughout their day—and this makes them more productive at work.

Also? Healthier people take less sick days.

This means less stress on employers and co-workers to cover the sick person’s job, and that makes for better employee morale among everyone.

“Healthy workplaces are good for business. Healthy work environments improve productivity and reduce costs related to absenteeism, lost productivity, turnover, workers’ compensation, and medical and disability claims.”[4] – The Government of British Columbia

So there you have it! 4 reasons why, if you’re passionate about health and wellness, you should find a job whose business mission matches your own. Vancouver businesses that cultivate mindful health cultures are key to loving your job!

And if you love what you do, you’ll never have to work a day in your life.

References

[1] http://fitforwork.org/employer/benefits-of-a-healthy-workforce/

[2] http://www.health.harvard.edu/healthbeat/the-happiness-health-connection

[3] http://healthland.time.com/2012/01/02/humble-people-are-more-helpful/

[4] http://www2.gov.bc.ca/gov/content/health/keeping-bc-healthy-safe/healthy-communities/healthy-workplaces


*If you’re interested in having your social managed, or fun, energetic, and informative blogs written for YOU by Fresh + Fit Vancouverwriters, click HERE.

What Does a Social Media Manager Do?

Since we’re in the business of providing social media management, we thought we’d answer the obvious question: what does a social media manager do?

The answer? Way more than you probably think.

Here are 6 jobs that social media managers often find themselves doing for a client:

Managing Socials

This is the obvious one—it’s in the title. The very basic idea behind social media management is to take a load off our clients. It’s hard to build a business and maintain socials at the same time—social media is time consuming! (As if you haven’t already noticed.)

We leverage our expertise in digital marketing to find your target demo and bring those people to your social platform. From there, there’s a call to action that prompts your current and future customers to visit your website and learn more about you and your business.

The happy end result is more traffic being driven to your website, and the increased exposure leads to higher sales for YOU.

Writing

You need to be a great writer to offer great online content—bottom line. Great content is what attracts potential customers to your social platform, and ultimately, to your website and contact page.

By offering intelligent and thoughtful content, we can offer you a better service than the other guys—which is why we emphasize our writing. Our writers are published and familiar with the world of wellness—let us work on your wellness business, one tweet at a time.

Photography

Most social media managers take photos, whether they use a high-end camera or a smart phone. With all of the amazing apps available nowadays to make quality pics look incredible (check out Snapseed!), even an amateur photographer can lend plenty of value to their clients’ digital exposure through basic photography.

Public Relations

Not surprisingly, social media management has quickly evolved to include a little PR from time to time. When we want primary media for social posts, we tend to arrange events and situations that will make for interesting content—and that’s when we put on our public relations hat.

Whether it’s pitching to online or traditional media, we try and place our clients in amazing situations that will increase their public platforms. Why? Because our job is show your target demo that you are everywhere and loved by everyone. We want you in the spotlight, because it makes for great conversation and engagement.

Because isn’t that what social media is all about?

Creative Design

Design happens. Period. Recycling the same images over and over again can get boring, but when primary media sources are low, what’s a social media manager to do?

We get creative. Like, literally.

We use a variety of apps and software to create cool and personalized images to share on your social. We want you to look professional and interesting, and in order to accomplish this, sometimes we take a day (or two!) to get our design on.

Event Coordination

Not unlike the random PR hats we occasionally pull out, event coordination happens, too. Part of being a great social media manager is knowing that our clients are busy—that’s why they hired us in the first place!

We like to create situations in which our clients can show off their business, products, and themselves. At Fresh + Fit, we strongly believe that opportunities don’t just come knocking—we need to create them!

So we do.

I guess what we’re trying to say, is social media managers definitely earn their keep. Our modest title often organically falls into other categories of work; work that we deem necessary to be able to do our job properly. Next time you hum and haw over hiring a social media manager, remember that you’ll probably get more than you bargained for—and that’s a good deal.

So hire a social media manager from Fresh + Fit today! And if you’re still not convinced, watch this video:

 

Spring Clean Your Social

It’s about that time of year when we all get up, shake off the dust, tip our heads to the sky and breathe in sunshine and warmth and vitamin D and the smell of cherry blossoms.

(And a lot of pollen, so if you have hayfever, maybe sip a little nettle tea, first.)

Springtime means getting our lazy, winter butts in gear and putting extra emphasis on productivity. Since social media plays a huge part in any businesses’ digital marketing strategy, consider spring cleaning your social—not just your office.

(But do that, too—cleaner offices inspire increased productivity in your employees. True story.)

Here are 5 ways to spring clean your social:

Purge Those Extra Accounts

We all have them—for Fresh + Fit, it’s Pinterest. We’ll totally admit it. We are NEVER on Pinterest. Like, ever. So why do we even have a Pinterest account?

Good question.

Remember this: your business does not need to be on Pinterest and Facebook and Twitter and Instagram and Snapchat and Google+ and Reddit. Choose 2-3 social forums and rock them. You cannot be efficient and productive by trying to manage a million social media accounts.

For most businesses, Facebook, Twitter, and Instagram are the biggies. Choose a couple, and let the rest go.

Create an Editorial Calendar

Are you still flying by the seat of your pants? Why? Life is easier with a plan, right? You don’t have to come up with great content and blog ideas on the spot—you’ll have already planned it all out!

A good rule of thumb is to create a new calendar each month. Keep the next 3 months or so in the background, and fill in events and other things as you go. By the end of each month, the following month will be almost done!

WAY easier, guys. Honestly.

Update Your Info + Images

When’s the last time you edited your social info and updated your profile pics and headers? If you’re using stale media, change it! In the last few months, we’ve had clients do the following:

  • Move locations
  • Add a phone number
  • Change an email address
  • Re-brand
  • Get trademarked
  • Merge with another business
  • Get new pro photos taken

These are all things that affect your profile on social! So make sure you’re up-to-date, and you’ll stay more relevant and easier to find for your clients.

Edit Who You’re Following

It’s a good idea to go through who you’re following once a year and make some changes. Many of us follow people or organizations or businesses that don’t make sense or have anything to do with what your business is about.

Remember, potential clients, customers, and other businesses frequently check social forums to see who you deem important enough to follow. If you’re spamming your own news feed by following accounts that don’t make sense, cut them out!

Stop it.

Be Specific + Focused

Don’t just post for the sake of posting. Why? Because you’ll be missing out on posting content that’s actually valuable to your audience. By spring cleaning your social, you’re removing what doesn’t work and focusing on what does—and being specific and focus works.

(Being random is soooo 2010.)

This month (April) is the perfect time of year to clear your social clutter, and get on track for being productive, efficient, and brilliant at what you do. What’s that old adage? Work smart, not hard?

Yeah, do that.


*If you’re interested in having fun, energetic, and informative blogs written for YOU by Fresh + Fit Vancouver writers, click HERE.

 

Your Clients are Searching for These 5 Things

The Big 5 is something we first heard about from Marcus Sheridan, the Sales Lion. His new video, which is at the end of this blog, explains why YOUR business might be missing the mark when it comes to content creation and subsequently, consumer interest.

When a potential client or customer makes a Google search, what is he or she looking for? Apparently, these people are usually looking for the following 5 things, and if you don’t have them available on your website, you’re missing out on potentially lucrative sales:

Cost

What’s the cost of doing business with you? What do charge for your services? The question of cost is the number one search that your potential clients initiates. If your website doesn’t provide the answer, your business might be bumped for one that makes this information readily available.

If your website doesn’t openly discuss cost, we recommend changing that.

Problems/Issues with What You’re Selling

Another frequent search item has to do with possible problems with what you’re business is selling. Be honest here—if your business sells a product that isn’t for everyone, then address that. If there’s an ideal customer that just loves your type of services, make that clear.

This will help your business, not hinder it.

Comparisons

How do you compare to your competition? Try to be unbiased here—what do you do better than other businesses, and what do you specialize in? Similarly, what do you feel your business might not do as well as others? This type of content gets searched a lot, and if you talk about it on your website, your business will pop up on Google searches.

Also, keep in mind that people buy from brands they trust. If you’re open and honest about your strengths and weaknesses within the market, your business will be trusted, and it’s more likely you’ll benefit from referrals.

Reviews

Reviews are huge. When people shop or do research online, reviews help immensely. If your website does not post reviews by you on other similar businesses, or reviews by clients who’ve used and enjoyed your business, search engines will bypass your website for those that do have them.

It’s that simple. Reviews sell people on your product faster.

Best

“What is the best…?” This search is incredibly popular. If you can predict which questions possible clients may be searching, then you can answer them on your website and rank higher on Google when those searches are launched.

So there you have it. The Big 5: the most popular searches that your potential clients and customers are making that you have the opportunity to answer by formulating the right content for your website. Do it, and reap the rewards.

Video here: http://www.thesaleslion.com/big-5-blog-article-topics-guaranteed-drive-traffic-leads-sales/


*If you’re interested in having your social media managed, or fun, energetic, and informative blogs written for YOU by Fresh + Fit Vancouver writers, click HERE

 

Why You Should Be Living Your Brand

In today’s world of competitive small business, it’s more important than ever to convey your brand in a way that is accessible, relevant, and valuable. One of the ways to accomplish this is to live your life in a way that represents your brand.

Here’s why:

You are a Reflection of Your Brand

If you own a business that promises beauty, wellness, and self-care, then you should plan to display yourself in pubic in a way that represents that. Wear clean, eco-friendly clothing. Eat well so that your skin glows, and exercise so that you appear healthy.

If you walk around wearing dirty, baggy clothes and your appearance is generally slovenly, people won’t take your beauty/wellness/self-care brand seriously.

People Buy from Brands They Trust

It’s true. When a brand’s look and message appeal to someone and the product is great, that’s how loyal customers are made. If you’re pitching one thing and then turning around and living by another set of rules, people get confused—and confused people are wary.

So don’t confuse people! If you’re going to talk the talk, you’d better walk the walk. This builds consumer trust.

Growing with Your Brand = Better at Your Job

By living your brand, you automatically become better at promoting it. When you’re living the life that you’re trying to promote to others, it’s easier to convince them to live that way, too.

Growing with your brand means learning every intricate detail of what can make it better, who your competition is, and why people would want to buy into it. It’s like doing market research every day—and people will be impressed by your commitment to grow better, stronger, and more passionate.

They’ll want to feel that way, too!

Bottom Line

Living your brand means losing yourself in a world that you believe in—and others will notice! So take care to be a reflection of what you’re selling; buyers will organically find you and love you for it.


*If you’re interested in having your social media managed, or fun, energetic, and informative blogs written for YOU by Fresh + Fit Vancouver writers, click HERE

Measuring the Success of Your Social Media Strategy

Businesses who are active on social media definitely have a leg up on those who aren’t. But posting content is just one part of the two-prong strategy: you also have to measure how well those posts are doing. In other words, posting is great, but the goal is to attract your target demographic of people and engage them long enough to make an impact.

If your ideal audience isn’t reached or engagement doesn’t happen, then what’s the point?

Measuring the success of your social media strategy is completely necessary to understand whether or not your plan is working. (We’re assuming you have a plan, but if you don’t, maybe start HERE.)

Below are 4 easy ways to measure the impact your social media posts are having on the audience you’re trying to reach:

Track your total number of followers at the beginning of each month.

This sounds completely rudimentary, but one of the easiest ways to track how fast and effectively your business’ social media is growing, is to track actual numbers. Using a program like Excel to compare and contrast days, weeks, or months is a great way to have a concrete visual of what’s going on, and more importantly, what isn’t.

Most social media platforms also have built-in metrics tracking. Making a mindful point to access and use those tools will help you, and it requires almost no effort.

We know you’re busy, and that extra effort doesn’t come easy.

Keep an eye on how engaged your visitors are.

Are people actually seeing your posts? If so, are they liking them or commenting? Are your posts being shared? These are things that are important to track. Maybe you’ll discover that your foodie posts attract more Facebook visitors than your design posts. Or maybe bullet-point lists attract more engagement than paragraphs.

You won’t ever know until you track.

Notice the conversation (or lack thereof).

Are people talking about what you’re posting? If your posts are getting people excited and prompting shares and likes, then you’re on the right track. If not, then you need to re-evaluate.

Maybe your posts have great content, but your audience would respond better to questions or polls. Or perhaps your ‘hooks’ needs to be improved or tweaked.

See what time of day your posts garner the most views.

This is a super simple, but completely valuable tidbit of info: at the end of each month, go through your posts and make note of the ones that had the highest engagement. Then do the same for the ones that had the lowest engagement. Notice what time they were posted, what the topics were, and what kind of media was associated with each.

By doing this, you’ll find out a lot about what your audience likes and doesn’t—and that is information you can use.

By keeping actively aware of what’s doing well and what’s falling flat, you can save yourself a lot of time. Measuring performance is crucial to a great social media strategy, because without measuring, you have no idea how well you’re doing.

Tracking the outcome of your social media posts can also give you great insight as to whether or not you’re using the right platforms. Maybe your business should be on Instagram instead of Facebook. How will you know unless you pay attention?

So hopefully this post helps. For additional assistance, we suggest you give this one a read: 7 Social Media Mistakes Every Company Needs to Avoid.

Good luck, and get tracking!


*If you’re interested in having your social media managed, or fun, energetic, and informative blogs written for YOU by Fresh + Fit Vancouver writers, click HERE