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Outsourcing your Social Media

(3 min. read) 

Gone are the days of direct mail, flyers and commercials to get your business in front of customers (at least for now). These days, using social media to build a strong brand reputation and connect with your audience is a necessity. Since the platforms are free to register and offer low-cost options for advertising, it makes for a good return on your investment. Or does it?

Social media is a time commitment. It takes time to build a following, gain the right audience and establish your presence. Once you have developed a good following, you must continue to cultivate it, focus on continued growth, respond and interact with comments, answer questions and sometimes provide customer service if a complaint is made.

If you’re only spending 30 minutes a day managing your social media, you likely will not grow enough to make a difference for your brand. If you’re managing more than one channel, then the necessary time commitment grows exponentially.

Managing this as a small business owner can become overwhelming. However, you may need to be realistic about what you can commit to really doing. While managing your brand’s social media in-house may be the right decision, consider these four key benefits to outsourcing it to a qualified provider.

More Experience = Faster Growth
A seasoned social media expert can produce results at a faster rate, which can, in turn, grow your brand faster than you might expect. An experienced provider has been intrenched in multiple social media channels and knows the platform specifics in a way that you may not. Things are always changing; it is their job to stay current on trends, have ongoing conversations with your audience, and be able to pivot the strategy as necessary. It is these elements that will produce a stronger brand presence and generate positive outcomes such as more leads and increased business.

Better Tools
There are a lot of tools available to help you manage your social media. As a small to mid-size business, it may not be financially viable to invest in these things. There are free tools that are available but paid versions are often more robust with advanced capabilities. A business that focuses on offering these services broadly has economies of scale working in their favor, and will already have these utilities in their toolbox. They have graphic designers who generate custom graphics, content curators to write posts and access to actionable data to generate analytic reports for you to evaluate performance metrics.

Consistent and Regular Posts
Using a content calendar daily will keep your postings consistent and on track. Your posts will be going out regularly instead of whenever it crosses your mind, or you get around to it.

However, for a busy entrepreneur or small business owner, with a million other important tasks, this is easily managed at arm’s length by outsourcing to a vendor. The look and feel of the posts will be cohesive and on brand each time, and you will still retain control of creative direction with the need to manage every aspect. These little details take time but go a long way to establishing brand trust with your audience.

A Better Mix
Outsourcing to an expert will also give you some perspective on what the right social media mix is for your brand. Let them do the heavy lifting. They will research which platform is used most by your audience, execute a competitive analysis, and provide feedback on what works and doesn’t work within your industry. They will know the right balance between broadcasting posts and engagement posts; as well as post a mix of images, videos, articles and sales messages to increase your audience and your brand awareness.

The decision to outsource can be a difficult one. It can guarantee a professional look to your brand across all social media channels and can be less expensive than adding to head count. Creating compelling, relevant content that connects your business with existing customers, while driving new customers in the door is incredibly important, but also time-consuming. GLM Custom is here to help.

We deliver social media management packages custom tailored to fit the needs and meet the goals of our clients. Ask us to build a strategy and management plan that’s perfect for your business!

Visit us at www.glmcustom.com

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Brand Consistency and Social Media

(2 min. read)

Keeping company branding consistent across a wide range of media has always been challenging. With 
the social media explosion in recent years, keeping your brand consistent across multiple online
platforms only increases that challenge.

Connecting with an online audience gives your brand a broader reach and can make it a more personal
interaction. Therefore, it is even more important to maintain the same look, feel and tone on every
platform. Here are five simple steps to keep you, and your brand, on point and maintain consistency.

Business Profile
Why do you need a consistent business profile on different platforms? Because there are 3.48 billion
people actively using social media (www.statista.com). When you set up your business profile on more
than one platform, if the details are identical, more people will recognize your brand. Key profile
elements include the business name, location, website, services offered, email, phone, etc. Also,
maintain consistency regarding image selection. Now your followers can find you and your brand on any
platform.

Create a Style Guide
A style guide is not the same as your social media strategy. The guide serves as a map of how your brand
will be represented across any, and all, social media channels. This means no matter who is posting for
your company, the posts will always align with your brand.

Here are a few things to include in your style guide:

  • All the platforms you use: Facebook, LinkedIn, your website, a blog, etc. This gives your brand
    credibility and consistency and leaves less room for error.
  • Preferred colors, fonts, hashtags, and keywords. Specify font type for headlines as well as
    subheads or body text.
  • Tone (also called voice). Define what that voice is. It can be cheerful, trendy, funny, sarcastic,
    energetic or sophisticated. Use previously published content of yours that represents the tone
    you want to use and include those in the style guide as examples.

Formatting
The layout of each social media platform is different. What looks great on LinkedIn may not look good at
all on Facebook. When creating a post, use the same layout for brand consistency, but be sure that the
format and size will work for the platform to which you are posting. For example, a Facebook image
is more rectangular while an Instagram image is square. If you try to use the same graphic for both,
some content may not display well. You may have to create a new graphic for each platform, but the
results will be worth it.

Internal Approvals
Filtering posts through one person for review and approval will reduce the chance of errors or incorrect
brand representation. This process is important if you have a team of people each handling a different
social media platform. However, even a single person writing all the posts could use an approval
process. Select the person best suited for this role. It may be the president or owner of the company. In
addition, it’s wise to have one set of eyes that checks spelling, grammar and any legal wording.

Audit, Audit, Audit
The best way to maintain the consistency you have worked so hard to create is to regularly audit your
sites across all platforms. Ensure that the logos are the same and that you’re following the style guide
that you created. Read through your posts to make sure the tone you’re using is still one that represents
your brand. Quarterly audits will help you maintain the consistency you seek to continually build your
brand and your business.

We hope you found these tips helpful. Creating compelling, relevant content that connects your
business with existing customers, while driving new customers in the door is incredibly important, but it
is time-consuming work. We are here to help!

GLM Custom delivers social media packages custom tailored to fit the needs and meet the goals of our
clients. Ask us to build a strategy and management plan that’s perfect for your business!
Visit us at www.glmcustom.com

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Enhance your Social Media Posts

(4 min. read)

A social media post can be as simple or as complex as you feel it should be for your brand. No matter which platform you use, what your marketing goals are or what your strategy may be, these six tips will help you create a well-designed post.

Keep branding consistent
If you haven’t already established style guidelines for your brand, then now would be a great time to define them. Decide on a specific set of brand colors (HEX, CMYK or RGB). Create guides on logo usage. Identify any specific fonts and appropriate text sizes. Take time to think through design elements that should always be standard across everything that carries your brand’s name. Begin to take note of how large, established brands maintain a consistency regarding fonts, use of color, and even the most minute stylized detail. Uniformity in these areas is critical to a well-established brand identity. Specifying these particulars in advance will save a ton of time and take some of the guess work out of creating future social media posts. Brand guidelines will also help if more than one employee is creating posts for your company.

Mind your tone!
If you’re having a conversation with someone in their 50s about your company, you may use different language or tone than you would if talking to someone in their 20s. The younger generation may not understand your “Who’s the Boss” reference and the older generation won’t know what to make of your “Drippy” new Fall Lineup, or “Bussin’” new menu items. Keep your audience in mind when creating a post – it will go a long way in keeping them interested and engaged.

Share something YOU would want to read
Every post should not be sales-driven with the purpose of pushing your product or service. According to the July 2022 Global Digital Snapshot Report from DataReportal, 83% of people using social media are doing so for fun (47% connecting with friends and family, 36% filling spare time)! In other words, if you aren’t blood, a close friend, or even an acquaintance, then providing interesting content or entertainment is the way to their online hearts. With this in mind, aim to give your audience something that will keep them coming back for more. Help them identify with the human(s) behind the brand. Maybe play into their sense of nostalgia for things from the past, or share your favorite ways to unwind, personal interests, what you are reading, etc.  Don’t be afraid to be human! Give your post a more humorous, quirky or even sarcastic tone if it suits the brand and the post. 

Make it visually appealing
You have only a moment to grab someone’s attention on social media (a recent survey by Facebook identified that duration as 2 seconds). If your post includes an image, you stand a better chance at stopping the scroll (https://ducttapemarketing.com/use-images-enhance-content-social-media/). If the post is comprised of a photo with text overlay, ensure that any text is well balanced on the post. Avoid having text cover any important part of the photo. When selecting a photo to include, be sure that you have the rights to use it. There are several royalty-free photos sites where you can find images – stock.adobe.com is an excellent resource (albeit it comes with a price tag). Another image you could include is an infographic, which is a visual representation of information or data. People love artistic representations of data!

Design it for the right platform
There are ideal sizes for a graphic post for each social media platform. A simple online search will give you the necessary dimensions. If you’re using a desktop design program such as Canva or Adobe Express, make a dedicated template that is sized for each platform where you plan to post. This will make the process more efficient going forward. You may even want to start a separate guideline sheet for each platform. There are many websites that are great for keeping the platform sizes accurate. Most offer a free account where you can use their pre-made templates to build out the post. Before you start, check to see if you can download the finished product for free or if payment is required.

Include a call to action
You’ve caught their attention. They stopped scrolling to view your post. Now what do you want them to do? Including a call to action is a way to keep the audience engaged and interacting with your brand. The action can be to sign up for a free rewards account, to mention the post when they come to order or to share their story. Regardless of what it is, make sure it is clearly stated. If there is a deadline or an expiration, be certain to include those details.

Creating compelling, relevant content that connects your business with existing customers, while driving new customers in the door is incredibly important, but it’s time-consuming work. We are here to help!

GLM Custom delivers social media packages custom tailored to fit the needs and meet the goals of our clients. Ask us to build a strategy and management plan that’s perfect for your business!

Visit us at www.glmcustom.com

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5 tips to picking a social media platform

Social Media – 5 Top Tips to Selecting the Best Platform

(3 min. read)

If you’re looking to attract new customers, increase your business’s market reach, or simply build brand awareness, then an active social media presence must be an essential component of your marketing efforts. According to the Search Engine Journal, 84% of Americans use at least one social media network. Before you dive into the ocean of social media options and become overwhelmed, here are some things to do first.

Identify your audience
Regardless of your overall social media strategy, be certain you are connecting with your target audience. It may help to create fictional customers called personas. Include such information as:

  • Age and gender
  • Education level
  • Employment status
  • How they currently interact with your business
  • How your business solves their problems or needs
  • What they do online: social media, read blogs, shop, etc.

Here is an example persona:
Mary Suburbanite, Teacher
Mary works at the local high school. She is 35 years old and lives in the suburbs. She drives 25 miles round-trip to work. She lives with her husband, who works from home. She does not have any children of her own. Mary is responsible for purchasing school art supplies for her classroom. At home she uses her iPad to check out Pinterest for craft ideas and when she is at work, uses her smartphone to access Facebook on her breaks to find out what is going on where she lives.

Determine which platform is most used by your audience
After you have created one or more personas for your audience, make a list of the top three to five social media platforms that came up during the creation. Do some quick research on the feel for each platform. Some have a local feel to them (Facebook), others feel as if they have a more global reach (YouTube). Search on the platforms for accounts of your competition or similar brands. Are they active on that platform? Are they posting regularly and engaging with their audience?

Does the platform match with your company?
There will probably be more than one social media platform that would work with your personas. Consider the culture or personality of your own business or brand. Match that up with the social media platform. Does your business offer product imagery that should be showcased? If so, Instagram may be the best choice. Are you a service-oriented business that needs to tell a story? Maybe LinkedIn fits the bill. If your business is edgy, fast-paced and visual, then TikTok might be the right choice over YouTube, for example. If your demographic is female, age 18 to 29 then Facebook is not where you will find them. However, you may find their parents on that platform and maybe the parents have the buying power; in which case you might consider two platforms.

How much time can you commit?
Making a TikTok or YouTube video takes more time than creating a simple Facebook post. Determine how much time you can allocate to maintain your social media presence. Include the time it will take to answer questions or comments that your followers post. Maintain a consistent branding and marketing look and feel to your posts. Set up templates, posting guidelines and internal do’s and don’ts to maintain consistency. Finally, create a posting schedule that you can maintain.

Remember your goals
Now that you have determined your audience and selected a platform or two, go back to your social media strategy and overall marketing goals. How does each platform align with those goals? Which one feels the most organic when it comes to engaging with your audience? Is there value in utilizing more than one platform? Sometimes it is best to do one thing and do it well. If you’re just getting started, pick one platform. Find what works for you and your audience.

Creating compelling, relevant content that connects your business with existing customers, while driving new customers in the door is incredibly important, but it’s time-consuming work. We are here to help!

GLM Custom delivers social media packages custom tailored to fit the needs and meet the goals of our clients. Ask us to build a strategy and management plan that’s perfect for your business!
Visit us at www.glmcustom.com

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Five Ways to Incorporate Social Media into Your Marketing Plan

Five Ways to Incorporate Social Media into Your Marketing Plan

According to a recent Pew Research Center’s Social Media Fact Sheet, (https://www.pewresearch.org/internet/fact-sheet/social-media/) 72% of U.S adults use at least one social media site. What are you doing to connect your business with existing or potential customers on social media?

Whether you’re starting a new business or revamping your marketing strategy, including social media is a must. Here are five things you can do to get started.

  1. Develop your strategy
    Make a list of goals or use your existing marketing plan goals. Have a statement that succinctly says we are company x, this is what we do, and our goal is to use social media to “insert reason here” (i.e., interact with customers/raise brand awareness/protect brand reputation/gain customers, etc.). Your business can have more than one reason for using social media. Having this statement will give everyone involved a clear vision of the overall goal.
  2. Establish your social media presence on just one platform
    If you don’t already have a social media account you will need to set one up. Pick one platform and do it well. With some quick research, you can find which platform your target customer or audience is using. Look up what your competition is doing and how much interaction and how many followers they have. Alternatively, Facebook is currently the most common used platform by people aged 30 and over. It could be a way to get your feet wet without a lot of research.
  3. Use existing content to start posting
    If you already have a company website, then you have content to start posting. Testimonials, past projects, upcoming events are all things you can be sharing on your social media. If you do not have a website, pull out any past promotions, flyers or advertisements that you can use. Take the content from those items to generate a post. Look ahead to upcoming promotions and start generating excitement. Be sure to include a link to your social media site on your website and include your website URL on your social media platform.
  4. Like or follow other local businesses
    Businesses support businesses, even more so if you’re a small business in a neighborhood where you know other business owners. Like or follow their accounts on the same social media platform that you’re using. Also connect and follow/like the local chamber of commerce or tourism bureau in your area. These will be great resources, and they can help amplify your post when they share it out to their audience.
  5. Create a social media calendar
    Once you have a feel for the platform you’re using, create a calendar that plans out how often you will post and what sort of post it will be. This helps to keep messaging on brand and on topic for what is current with your business. Be sure each post has a purpose and that you’re not just posting to be posting. Use the 80/20 rule: 80% of your posts should be engagement with your audience and only 20% should be self promotion. Be sure to check back for any comments that may need response.

Creating compelling, relevant content that connects your business with existing customers, while driving new customers in the door is incredibly important, but it’s time-consuming work. We are here to help!

GLM Custom delivers social media packages custom tailored to fit the needs and meet the goals of our clients. Ask us to build a strategy and management plan that’s perfect for your business!

Visit us at www.glmcustom.com

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Administrative Sales Assistant

Sales Assistant/Administrative Manager (Updated 7/18/2022)

Essential Job Functions:

  • Lead source and generate new business opportunities for the sales team by researching competitive sets and utilizing research tools to develop prospect lists
  • Manage assigned accounts
  • Gather information and qualify prospects via phone using an established set of criteria
  • Assist in the management of e-mail marketing and social marketing campaigns
  • Maintain and update an accurate log of activity in Salesforce
  • Meet weekly metrics with volume and quality of leads generated
  • Answer phones and provide general company information
  • Assist staff in a variety of projects related to the servicing of clients, sales activities, and general administrative operations
  • Work continually toward self-development, growing knowledge of customer service, sales procedures, and best practices
  • Must be able to continually prioritize workload with minimal supervision and manage multiple projects
  • Ensure all creative materials are delivered in a timely manner to publishers
  • Communicate with advertising clients about artwork deadlines and set reminders

Knowledge & Skills Required

  • Highly organized, with extreme attention to detail
  • Capable of prioritizing time-sensitive duties
  • Ability to work in a fast-paced, metrics-based, high-volume environment
  • Self-starter, quick to learn, resourceful, tenacious, and persistent
  • Highly motivated, engaging, and able to work effectively in a team environment
  • Excellent written and verbal communication skills
  • Technologically oriented, skilled with software applications, and capable of adapting to various systems and processes
  • Ability to think critically and problem solve
  • Exude optimism, friendliness and the utmost professionalism always
  • Able to build rapport quickly
  • Display consistent proactiveness
  • Enjoy a small office team environment
  • Reports to the VP, Strategy & Operations and VP, Sales & Marketing