Post-pandemic marketing will continue to increase spending on digital channels, such as social media (Instagram, YouTube, TikTok, etc.) because consumers have become educated in online shopping.

It’s usually more expensive for companies to break consumer habits, but the pandemic broke the ...

Social media continues to evolve and produce tools for retailers so they’re able to direct and track traffic coming from different channels, whether it’s from influencer marketing or direct marketing through the brand’s own platforms.

The technologies will continue to evolve that will decr...

If the target group is Gen Z, it’s best to turn to TikTok. If the target group is Gen Y (millennials), it’s best to turn to Instagram and YouTube. Also, Gen Z is present on Instagram and YouTube, so it’s important to analyze data of each platform before diving in to market.

Lastly, it is ...

Small businesses can leverage Instagram Live and Facebook Live to boost customer spending in a few ways. First, small businesses can partner with influencers and invite guests relevant to their industries to provide valuable information (e.g., healthy recipes to boost your immune system during th...

The first step on your social media journey is to do research—do your homework! Research where your target audience is “hanging out,” so to speak, virtually?

Also, if you are going to hire help, do not hire interns or entry-level [employees]; social media has grown a lot more advanced and i...

The second step would be to understand what content to produce that your audience can binge, so to speak.

Content is still king on social media, and each brand needs to plan it carefully because that content is what gets the customers through the virtual door.

We would advise small businesses to have a budget equivalent to a senior-level marketer’s salary, e.g., $120,000. This is why it is often cost effective to hire an agency—a small business gets a whole team of experienced staff for the price of one employee.

As a last resort, if the small b...

There are many ways to measure ROI on social media. Some of the main key performance indicators (KPIs) we use for our clients: follower growth, website traffic from customized links, promo codes for sales, subscribers for newsletters, customers filling out forms to receive sample products (e.g., ...

It’s important to discuss the common pitfalls, which again [goes] back to working with an agency or a senior-level marketing person, in order not to make those elementary mistakes.

One of the common pitfalls we see with influencer marketing is that small businesses will try influencer m...

It’s important to keep the consumer decision journey in mind—the consumer needs to see your product at least seven times before making a decision to purchase. Hence, allow some time and all your campaigns to sink in before pulling the plug.

Spread out your budget rather than jumping the g...