Our Blog

Check out our insights into the world of media and marketing, along with project spotlights, featured blogs from our client pages and other musings on how to optimize brand recognition in today’s technologically-driven environment.

Marketing Defined: Using Social Listening to Connect with Your Audience

Are you a talker, or a listener? Whether you’re a listener by nature or not, as a brand representative, it pays to slow down and listen—especially when your brand followers are talking to you on social media. Social listening is a way for marketers to take note of what their customers are saying and turn that information into helpful action. Using social listening to connect with your audience is beneficial in more ways than one.

Defining social listening

Social listening is the number one tactic marketers used in social media marketing 2021, according to HubSpot’s 2021 State of Marketing Report. But what is social listening exactly?

By definition, social listening involves both monitoring how your customers are interacting with you on social media and acting based on those interactions.

An example of social listening

For example, a follower on social media makes a comment that they’d love for you to be open longer hours on Saturdays. Several other followers “like” and “comment” in support of that notion.

Here’s where the concept of social listening comes in. Instead of noting all of that engagement as just numbers in your social metrics, you, as the business representative, respond and act based on what you’ve heard.

Maybe your response is that you’d love to be open longer on Saturdays, but your staff’s schedule right now won’t support it. Perhaps it’s that you plan to be open longer hours in the summer, but that during the winter your hours are more limited. Or maybe you heed the suggestion completely and adjust your business hours. The fact that you listened, responded and acted means that you are being a social listener.

Using social listening to connect with your audience

Social listening doesn’t always have to involve something as drastic as changing your operating hours, however. It can be as simple as acknowledging a customer’s comment on social media by responding back, which simply lets them know you’re there.

Communicating on the internet can sometimes feel like screaming into a void (and sometimes that’s what people use it for). For most of us, however, our time online can be made better by establishing some form of human connection. Using social listening to connect with your audience is a means of letting them know their opinions, concerns, suggestions and feedback are being seen and heard. This act of validation in turn paints your brand positively in their eyes.

Aside from that, you also want to know what people are saying about your brand! It’s a way for your team to gauge what you are doing well, how you could be doing better, and what customers expect from you as a business.

Listening to the competition

Keep in mind that social listening doesn’t only include paying attention to what your customers are saying about you and to you on social media. It also includes keeping tabs on your competitors. (No, not in a sneaky way!) “Listen” to what your competition is doing by following their social pages. Doing so can help you see how you compare—and in turn prompt you to strategize accordingly.

Summary

Social listening is not only a tool to help influence and guide your future marketing decisions, but also, it’s a means of bolstering trust among your brand followers. Using social listening to connect with your audience is a trend that’s becoming a standard as social media marketing evolves.

Want us to listen for you? That’s what we’re here for!

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

8 Highlights from HubSpot’s 2021 State of Marketing Report

You’ve heard of the State of the Union. But what about the State of Marketing? It doesn’t hurt to check in every now and then on the hard data driving the trends that influence our industry on a daily basis. HubSpot’s 2021 State of Marketing Report is out, and we’ve pulled a few highlights.

Social media is the industry’s preferred marketing approach.

Are you really that surprised though? In fact, 68% of marketers said that over the past year, social media was their preferred marketing approach, followed by SEO and then account-based marketing.

Not surprisingly, cold calling came in last among the preferred approaches next to “other.” Another nod to social media: the marketing tactic pulled ahead of “website” last year as the top channel used in marketing.

Brand awareness is a high priority.

As opposed to just one-off sales, cultivating brand recognition is a rising priority for businesses in 2021. Increasing brand awareness came it at number three for “top marketing priorities in the next 12 months,” behind “increasing customer satisfaction” and “generating more leads.” However, brand awareness came it at number one to the question, “What are your primary goals for running marketing campaigns?”

Marketing budgets have increased.

Though many businesses had to scale back in the wake of COVID-19, the majority of marketers—63 percent—actually have increased budgets this year, according to HubSpot’s 2021 State of Marketing Report.

Marketers want to build relationships.

Many marketers are scaling back on or shedding entirely the concept of traditional sales tactics. Instead, they want to build longer-term relationships with their potential and current clientele.

We can speculate that this was influenced by the 2020 pandemic and the need for brands to build a sense of trust with their followers in order to retain them. Eight in 10 companies are investing in social media marketing in 2021, owing to the platform’s efficacy in facilitating these meaningful connections.

The marketing industry likes automation.

Marketers are streamlining their work via automation in 2020-2021. In fact, marketing is the largest industry using automation with 76 percent more businesses using it than in the sales industry and 139 percent more than the finance industry.

What are we automating? The top three categories in which marketers are using automation are task management, content automation and chat bots, respectively.

Video still reigns supreme.

Video is staying on top as the champion of the most-consumed online content—especially now that we are using it to communicate in ways we never did before. It is the primary category of content that marketers are creating right now at 64 percent, followed by blogs at 52 percent.

Instagram is the top-used social platform for marketing.

Don’t have an Instagram page for your business? Now’s the time to start, because it’s likely that your competitors do! Eighty-two percent of businesses surveyed for HubSpot’s 2021 State of Marketing report are using Instagram in their marketing strategies. That’s followed by Facebook at 80 percent and Twitter at 61 percent.

Despite Instagram’s supreme status, the study shows that marketers actually get the most ROI from Facebook—a scale on which Instagram comes in second.

Email is still around.

Our old friend, email! Yep, he’s still around. The report shows that 77 percent of marketers actually said they saw more engagement with email marketing over the last year than in previous years. Message personalization, mobile-friendly emails and subscriber segmentation came in the top three for most-used email marketing tactics.

Summary

HubSpot’s 2021 State of Marketing Report gives us a glimpse into what’s trending in the marketing industry. From Instagram and video to creating more meaningful relationships with clients and customers, these stats show us where we might want to focus our attention over the next year.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

 

What’s in a Name? 5 Tips for Naming Your Social Media Pages

You carry around your driver’s license, passport and other forms of ID as physical representations of your identity. Think of your social media pages as physical representations of your online identity. It may seem like a minute detail, but the way you name your business’ social media platforms makes a difference both in how you appear professionally and the ability of people to find you online. In essence, there is a science to naming your social media pages.

Include the name of your business.

This may seem like a no-brainer, but it needs to be said! Make sure the name of your brand exists in the name of your social pages in some form or fashion. It’s OK if it needs to be abbreviated, but it shouldn’t be so abbreviated that it is not recognizable as the name of your business. For the purposes of this blog, we’ll use Instagram usernames (sometimes called “handles”) in our examples.

Example:

Good: @mcnuttpartners

Bad: @mcp

Here, the second example is too unrecognizable.

Incorporate the city and/or state if your business has a common name.

This is not only a good tip to make it easier for customers to identify a page as yours, but you might not even be able to select your exact business name if it is a common one and is already in use. Adding your city and/or state to the end is a good way to make it more recognizable.

Example:

Good: @cooltreatsauburn or @cooltreatsauburnal

Bad: @cooltreats

The second example could be one among many iterations of businesses called “Cool Treats,” and will make it difficult for customers to find your specific page.

Keep it short and sweet.

This next tip may seem counterintuitive to adding a city/state, but if you go that route (and in general), a shorter social media page name is usually a better one. People don’t remember long names, and more characters presents more opportunity for the name to be misspelled or entered incorrectly.

Example:

Good: @mcnuttpartners

Bad: @mcnuttandpartnersllcauburnalabama

Whew! That second one is Way. Too. Long. Not only are there numerous ways it could be misspelled, but it just doesn’t look that pretty either.

Stay professional.

Again, your brand’s social media pages are a representation of your business. You wouldn’t put unprofessional wording on a billboard, so don’t do it on social either. Slang, poor grammar, profanity, or anything otherwise unrelated to your business should be avoided.

Example:

Good: @mcnuttpartners

Bad: @mcnuttpartners4lyfe

I don’t think we need to elaborate on this one.

Match it as best as possible across social platforms.

When naming your social media pages, try to make the username the same, if possible, across all of the social platforms where you have pages. For example, if you’re @cooltreatsauburn on Instagram, it would be ideal to be @cooltreatsauburn on Facebook and Twitter as well.

Example:

Good: @cooltreatsauburn (on all platforms)

OK: @cooltreatsauburn on Facebook and @cooltreats_auburn on Instagram

Bad: @cooltreatsauburn on Facebook and @icecreamisgood on Instagram

In the third example, there would be no way for people to visually make the connection that both pages are associated with the same brand.

Summary

There is a science to naming your social media pages, but it doesn’t have to be difficult! The ultimate goals are professionalism, consistency and user-friendliness. And as always, if you’d rather us take care of it for you, that’s what we’re here for!

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

Branding Your Staff: Using Employees in Your Marketing Strategy

You’ve got your tangible marketing materials—mailers, letterhead, signage and billboards. You’ve got your intangible (but still measurable) marketing materials—digital ads, SEO, blog and email campaigns. But what about your walking, talking marketing materials? That’s right—using employees in your marketing strategy is a thing, and one that you should pay attention to.

Branding your staff

Branding your staff—what exactly does that mean? As employees of your business or associates of your brand, your staff has the ability to promote your brand in ways that only an actual human being can. A customer reading about a product is one thing. But hearing a staff member talk about it, watching a staff member demonstrate it or otherwise just getting an honest opinion from said staff member means more than words on paper.

While using employees in your market strategy can mean considering them walking, talking representatives of your brand and services, there is also another angle.

Giving customers and clients a peek into your staff members’ day-to-day lives—in terms of hobbies, family, passions, talents, quirks—the list goes on—is another strategy for branding your staff. Your brand followers want to be able to make a human connection with you, and the best way for them to do that is for you to expose them to the humans behind the brand itself. Luckily, social media gives us a quick and easy way to do just that.

The idea is, if they like what they see, then they will start to associate that human connection with your brand, making it more probably that they will patronize your business.

Tips for using employees in your marketing strategy

Highlight your staff on your business’ social pages.

Don’t hide them in the corner. Show off your staff front and center on your business’ social media pages! This content can include employee spotlights, quick videos talking about what they are doing that day, a funny thing that happened to them on the way to work—anything that gets their faces and names out there! Nothing is too small.

You should also encourage your employees to invite their followers to like your brand’s pages as well.

Share content between your brand’s pages and staff’s personal pages.

If your employees are willing, intentionally overlap their personal pages with your business page. If employee “Will” did something really cool over the weekend and posted about it on his Facebook, share it to your business Facebook page or if staff member “Amy” just had a baby, share the baby announcement she posted from her Insta story to your page’s story.  These are the things that help customers and clients get to know the faces behind the brand, which is so important. Just be sure to keep things professional, and ensure that your employees are comfortable sharing.

Have them physically represent your brand.

We’re not saying your employees have to wear your brand’s swag everywhere they go. But a hat or bag here and there doesn’t hurt! Equip your team with branded items they’ll want to use.

Encourage community involvement.

Word of mouth is one of the strongest marketing strategies at your disposal. That includes having potential clientele hear about your products or services directly from the people that work with those products and services on a daily basis. Using employees in your marketing strategy includes encouraging them to get out and about in the community as representatives of your brand, whether it be via chamber of commerce events, community festivals, lunch and learns and beyond.

Let them express themselves on your blog.

Some business blogs choose to write from an omniscient perspective. But there’s no rule saying that you can’t have multiple individuals contributing to your brand’s blog in first-person. This week’s blog might be by “Will,” while next week’s blog entry is from employee “Amy.” Each can write from his or her unique knowledge base while incorporating subjectivity as well. Again, this gives clients the opportunity to make that personal connection.

Summary

Your employees are essentially your brand’s spokespeople. The reputation they cultivate can therefore reflect your brand itself. Using employees in your marketing strategy is a tool that can give potential customers a direct line to the faces of your business—their link to making that personal connection that all human beings crave.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

8 Signs That It’s Time to Hire a Marketing Agency

Sometimes all you need is a sign. Well, take this as one! Owning and running a business is likely one of the busiest tasks a person could ever take on. When being engulfed in the day-to-day operations, sometimes delegating to others is all you can do to stay sane. Not to be biased, but we believe marketing is an excellent category to be delegated. Find out why with these signs that it’s time to hire a marketing agency.

Your social media pages have been neglected.

Dusting cobwebs off your social media pages lately? Maybe it’s been a few months or—gasp—even a year since you’ve posted? Or maybe you’re on Facebook, but you’re interested in establishing a presence on other social media platforms. It’s a sign! Maintaining an active, consistent social media presence is critical for businesses in today’s social media-obsessed society.

Your website hasn’t been updated.

Same story. If you can’t find the time to update your website on some sort of consistent basis, then it might be time to hire a marketing agency. A current, updated website isn’t only important to keep your audience engaged, but search engines like Google will be more inclined to prioritize your site in search considering it displays fresh content on a regular basis.

Your website isn’t getting enough traffic.

Maybe you’re doing a great job updating your content, but for some reason, you’re still not putting a dent in your web traffic numbers. There could be a multitude of reasons for this, and as a business owner, you don’t have time to delve into them. Your agency would be happy to help!

People can’t find your brand online.

A strong digital presence is a must these days. If people are having trouble locating your brand’s assets online, then it’s likely time to call in the experts for some SEO strategizing.

You feel the need to rebrand, but you don’t know how.

In need of a brand refresh? Feel like your current branding no longer appropriately represents your business? It could be as simple as updating your logo, but often there’s much more to consider. An agency can guide you through the process of rebranding and ensure a smooth transition.

There’s been a change to your business model.

A change in the way your business operates often indicates the need for a change in your brand strategy. This could mean a reevaluation of your current marketing efforts—another sign that it’s time to hire a marketing agency.

Current marketing strategies aren’t proving effective.

If your current marketing efforts are falling short, it may help to enlist a set (or sets) of fresh eyes for help. An agency can help you audit your existing marketing efforts and make suggestions for improvement.

You’re currently not doing any marketing at all.

Perhaps the most obvious sign that it’s time to hire a marketing agency—the fact that you need to start marketing! Getting started with the support of an agency can help the process be less intimidating, while also connecting you with the resources you need to be successful in your efforts.

Summary

Running a business is overwhelming enough, let alone introducing marketing into the mix. An agency can help alleviate the burden so that you can go about your day-to-day tasks uninterrupted.

When you decide it’s time to hire a marketing agency, we’ve got a suggestion: us! Did you know that McNutt & Partners is a full-service marketing agency? Working with us, you get access to an entire team of professionals, from graphic design, to web development, to copywriting—and beyond. We’d love to start a conversation!

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

5 Strategies for Staying on Top of Social Media Changes

Our tech-obsessed world waits for no one! When it’s time for technology to update, upgrade or up-and-get-replaced, it can feel like it happens without warning (and often does). As a business, staying on top of social media changes is important so that you are not blindsided when it does happen, and so you can adjust accordingly to create minimal disruption for your pages in the eyes of your followers.

What changes are we talking about?

Companies are continuously striving to improve their offerings to their customers—as well as to improve their internal efficiencies. When we refer to “social media changes,” we mean ways that social media platforms are trying to do just that. This could involve them getting rid of user options that are no longer proving effective, introducing new features, re-formatting the interface—the list goes on.

For our purposes in managing our clients’ social media pages, we often deal with changes involving the introduction of new features, changing existing features and getting rid of unsuccessful features. For example, Facebook previously offered a slideshow option for it posts, but now a user can only create a slideshow when building an ad. A few other examples:

If you really want to get into some details, here’s a whole article on the history of Facebook’s Newsfeed changes.

Strategies for staying on top of social media changes

So how do you know if a change is coming? Use these strategies for staying on top of social media changes to ensure that you’re always in the know.

Read industry blogs.

Read blogs from industry leaders whose job it is to communicate to followers about major changes in the social media landscape. We suggest ones like HubSpot, Social Media Examiner, and Hootsuite.

Subscribe to industry email lists.

Take the guesswork out of knowing when a new blog or piece of information has been posted, and have it sent directly to your inbox by subscribing to industry email lists. You can also sign up to receive emails from the social media platforms themselves!

Follow relevant pages on social.

Again, just another means of finding the information that will be sent out via email or appear on the blog. Follow those same companies on social media for updates.

Interact with your social pages regularly.

Here’s the most hands-on approach. When you are consistently using the social media platforms, you will be more inclined to notice updates when they happen or receive indications that they are going to happen. Often, you’ll get a small pop-up or notification denoting that “this change will be happening on (date),” for example.

Work with us!

We pride ourselves on keeping up with the latest and greatest in social media trends and changes. We’ll stay in touch with what’s new—and how it affects your pages—so you don’t have to!

Summary

Change can hit us out of nowhere. If you trek ahead of it, however, it can feel a little less overwhelming! Make staying on top of social media changes a part of your digital strategy in an effort to ensure you are maximizing your pages’ potential to attract and maintain brand followers.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

7 Tips for Defining Your Blog’s Character

All blogs share certain characteristics. They are web-based. They (typically) include a combination of copy and graphics. They allow for multiple entries, most often organized in reverse-chronological order. Beyond these shared characteristics, there is infinite room to customize your blog to represent your brand exactly how you want it to. Start defining your blog’s character by making a few of these key decisions.

Decide what voice you will write in.

Let’s take it back for a quick grammar lesson. First-person point-of-view means you are writing from the perspective of “I” and/or “we.” This is the more personal, subjective approach (and is the most common voice for blog writing).  Our McNutt & Partners blog is written in first-person perspective.

Third-person uses pronouns like “he,” “she,” “it” and “they.” This would be the more formal, objective approach. For blogs, some brands prefer it when not wanting to convey that the blog information is coming from any particular individual or group of individuals.

Choose the audience you want to appeal to.

You want people to read your blog, right? That’s why thinking about your audience is critical when defining your blog’s character. Think about who this blog should appeal to. Is it a local audience, or more omniscient? Are you writing for a certain demographic, (i.e. moms, students, retirees, etc.)? Is it more for clients, or industry peers?

If you have trouble identifying a specific audience, that’s OK! Your content may be more general, or an audience type may be something that develops as you go along.

Identify what type of content you will feature.

Put plainly—what are you going to write about? Is your content going to be industry-specific? Geared toward your local community? Or maybe just about your personal experiences as a representative of your brand? Here are a few examples of “content types.”

  • Information/insights about your industry (industry news, industry happenings)
  • Helpful guides for brand followers (how-to’s, tips and tricks)
  • Business happenings (behind the scenes of your brand, updates)
  • Product/service spotlights
  • Local spotlights and community events
  • Staff spotlights/personal reflections

Can your blog be a mix of all of the above? Absolutely!

Find a format that works for your brand.

What will your blog look like? You may opt to have more copy than graphics, more graphics than copy, or a healthy mix of both. Depending on what content management system you use, you might have various layout options to incorporate elements like sliders, galleries, pull quotes, etc.

Determine how often you will post.

This may take a bit of trial and error as you measure your blog’s engagement. Generally, we suggest starting out with a blog post at least once a month. If you find that followers are responding to your blog fairly well, consider upping your posting to twice a month or maybe even once a week.  We do caution against over-posting, which can overwhelm followers (and even cannibalize your own content from an SEO perspective, if you’re not careful). For most brands, doing a blog post daily will be a bit overkill.

Establish how you will allow readers to interact with your blog.

Blogging is not a one-way street. Feedback is appreciated! When defining your blog’s character, you want to establish how followers will have the opportunity to interact with it. This could be via a comments section at the bottom or social icons that allow for sharing. Or, maybe you want to keep interaction opportunities on your social media outlets, in the form of comments and likes on your blog shares.

Curate an overall goal.

We’ve said it before and we’ll say it again. The purpose of blogging is twofold: to create web content that will help your brand get noticed by search engines, and to provide quality content to your brand followers. These standard aspirations aside, what is your goal for your brand’s blog?

This is likely dependent on the type of content you will feature. Do you want to be a source of information for other brands in your industry? Are you more focused on being a resource for your clientele? Or maybe a go-to for your community in general? Having a goal in mind will help you keep your blog consistent as you create content.

Summary

Your blog serves an important purpose. Investing time in defining your blog’s character will ultimately serve to improve its efficacy and help it appeal more to your brand followers.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

Marketing for Customer Retention: It’s Not Always About New Leads

By definition, “marketing” is the act of “promoting, selling and distributing a product or service,” according to Merriam-Webster. We tend to think of that process geared toward an audience of fresh faces who have never interacted with our brands before. However, marketing for customer retention, or, marketing toward persons who have used your product/service previously, is equally as (if not more) important.

Why it’s important

When you think about targeting for new leads, you identify various subsets of consumers that you believe may be interested in your brand for one reason or another (age, location, interests, etc.). Think of your existing customers as just another one of those subsets of consumers. There are several characteristics that they possess that make them ideal candidates for potential leads (though not “new leads, leads nonetheless).

You already know they were interested at one point in time.

Even with targeting tools, new leads are often a shot in the dark. When marketing to previous customers, you at least know they were interested in your product or service at one point in time prior, which makes it more likely that they may be interested again.

They are more likely to refer others.

Given the point we just made above, marketing for customer retention is also important due to the prospect of referrals. Positive reviews and referrals are one of the most promising marketing tools for a brand. Keeping your brand in the forefront of your existing customers’ minds is another way to remind them to refer others.

Customer loyalty is important.

You want to treat your loyal customers superiorly. That means giving them insight into new things happening with your brand. Market to your existing customers to keep them abreast of new products, company updates, seasonal specials, etc. You might even give loyal customers an advantage by promoting special offers and deals “just for them,” via a separate email campaign or customer loyalty program, for example.

You don’t want to lose them.

Perhaps the most comprehensive reason to prioritize marketing for customer retention—you want to keep your customers coming back. Marketing shouldn’t be a one-and-done ordeal. Keeping your existing customers’ experience interesting by providing them value and quality in your marketing content only serves to your advantage. Keep things interesting so they will keep coming back!

A quick example

We have a client that operates a roster of apartment complexes across the Southeast. We work with the individual property managers at each complex to promote new leasing specials and apartment availability—in an effort to attract new renters to the properties. However, our efforts do not stop there.

We stress to the managers that it’s important to post content for the existing renters for the purpose of customer retention. Providing them interesting, relevant and quality content serves to support all of the points we mentioned above. Even though they’ve already signed the lease, they still have the power as consumers to choose to continue or not continue renting, leave reviews, make referrals, and so on.

Summary

New leads can mean new sales. However, it’s just as important to market to your existing customers, as they can ultimately serve as a means to support your brand in ways that others cannot.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

Where Video Lives: Hosting Video on Your Own Website vs. Elsewhere

With the meteoric rise of platforms like TikTok and the continued popularity of platforms like YouTube, it’s no secret that video is king in the digital world. Beyond the videos that pop up on our social networks manifests the concept that video has to exist somewhere in order for it to be sharable. Essentially, this is where video “lives”. So, are there advantages to hosting video on your own website vs. another platform, like YouTube? Let’s break it down.

The benefits of hosting video on YouTube

YouTube already has the reach. Hosting your video via a branded YouTube channel benefits from the platform’s massive number of daily users and its own algorithm (hopefully) driving leads to your content in search. It’s also got a range of built-in features that are beneficial for keeping users engaged—especially for those users who already subscribe to your brand’s channel.

To sum it up, unlike your own website, (which more than likely does not compare to YouTube in terms of traffic, reach and engagement opportunity), YouTube lets you piggyback off its already-established role in the video hosting community.

The benefits of hosting video on your own website

Hosting video on your own website, on the other hand, allows you more customization in how you direct your audience to various video content. It also allows you more customization in the way that your videos appear, are played, and so on.

Another big one that puts points in the column for hosting on your own website—no ads! On YouTube, video watchers are subject to ads left and right, which may be a major drawback for some brands when considering where to send their followers to watch their videos.

Finally, we can’t mention the benefits of hosting video on your own website without talking about traffic. When videos are hosted on your site, and you share links to those videos outside of it, you are driving traffic to the site (rather than to YouTube). If driving website traffic is a goal for you, then it makes this a more appealing option.

So, what do you guys do?

At McNutt & Partners, we are team—wait for it—”hosting on your own website!”

But before we get ahead of ourselves, we should mention: we do use a paid service to host the videos that appear on ours and our clients’ websites. Links to videos still drive traffic to their websites, but behind the scenes, they are being hosted by a platform called Vimeo. Unlike YouTube, Vimeo is for hosting rather than direct on-platform engagement.

We like Vimeo because it offers high-quality, fairly fine-grained privacy and embedding controls and other customization features that make it work for many different purposes. Vimeo is also free of the ads and other extras that YouTube serves up to its audiences.

Summary

Finding a home for your videos ultimately comes down to your own goals and objectives. If you want to drive traffic to your website and have ample customization on how your videos appear, then opt to place them there. If you’ve already established a decent YouTube following and you are less concerned about website traffic, YouTube might be more your style.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

Marketing Defined: Types of Social Media Influencers

Whether you know what it means in relation to social media or not, you’ve likely heard the term “influencer” floating around—in the news, in the workplace, or even in casual conversation. Now’s the time to iron out that definition, and even look a little further into different types of social media influencers (yes, there are levels).

What is a social media influencer?

Social media influencers are just what they sound like—individuals with social media accounts that are influential to followers due to their expertise or focus on a particular topic or type of content. Generally, they have a extensive following, so their posts have the ability to make an impact on a significant number of social media users.

Social media influencers are a key part of a strategy known as influencer marketing, which is the practice of using these content creators to improve one’s brand/product awareness and drive customer leads in the process.

Types of social media influencers

Social media influencers can be categorized in a couple of different ways. Sometimes it’s based on the type of platform they are using (i.e. blogging, YouTube, podcasts, a specific social media platform). Another common way is by follower numbers, which is what we’re looking at here.

A universal ranking system for influencer categories based on follower count has yet to be established. These are the generally-accepted categories for Instagram, which is one of the most influencer-centric social media platforms.

Nano-influencer (1,000 to 10,000 followers)

The nano-influencer is a term that was coined relatively recently in the grand scheme of influencer marketing. With this “lower” follow count, nano-influencers may know their followers personally while still boasting enough momentum to partner with significant brands.

Micro-influencer (10,000 to 50,000 followers)

Before there were nano-influencers, this was the “smallest” influencer tier. As the name suggests, these influencers are able to effectively represent more focused niche communities related to a brand’s target audience.

Mid-tier-influencer (50,000 to 500,000 followers)

The mid-tier influencer may generate enough response in this role to serve as a full-time source of income. This influencer is a good “middle of the road” option for brands due to his or her sizable reach yet accessible nature.

Macro-influencer (500,000 to 1 million followers)

As a macro-influencer, one’s social media presence is almost always accounting for the entirety of his or her income. The macro-influencer category may include some lower-scale celebrities, athletes or personalities.

Mega-influencer (1 million-plus followers)

Now we’re talking major celebrities. With 1 million-plus followers, mega-influencers have an enormous following and therefore substantial influencing power on social media. Typically, the biggest brands, like Coca-Cola, are the ones working with mega-influencers.

Summary

Being familiar with the various types of social media influencers may help you in the event that you are considering influencer marketing as a strategy for your brand. From nano to mega, each type serves its role in the social media marketing ecosystem.

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