SILKFAIR Blog

Facebook recently updated the rules concerning how the user’s cover photo arrangement should be. Initially, most users were worried that the requirements would limit the ability to advertise, such as including call-to-actions and the “like our page” and similar mantras. But that wasn’t the case. And though it wasn’t broadly publicized by Facebook, it has gained in popularity and actually fits into effective marketing strategies quite well.

Basically, this change in the rules states that the user’s cover photo can contain a maximum of 20 percent text. Considering how large your photo is and how large the text needs to be in order to be legible, it doesn’t leave much room for a lengthy message.

Increasing marketability

The effect of this rule requirement actually promotes marketing strategies and has already been a popular choice for many brands. The result is that users can now use their cover photo to better market their online store. Rather than a lengthy message, such as call data or website link information, the priority now becomes the simple but powerful call to action (which Facebook decided not to limit as an opportunity).

The act of a short call to action plays a far more effective part in a Facebook page as well, since the majority of the other information can be found elsewhere. And because of the space limitation, it does help a brand cleverly sum up the purpose of their content and deliver it in a more memorable way. In fact, the shorter the mantra, the more likely it will be remembered and shared with others during conversations. This is ideal for exposure, since a shorter call to action can be shared easily by your audience’s networks, enabling you to reach a broader online audience.

This also gives greater incentive to focus on creativity when constructing a functional cover photo. Rather than a standardized cover that exhibits stats and reference sites, the user can implement the cover to do a much more important job, using clever artwork and blending it effectively with the text to deliver the most effective and memorable message.

And because Facebook updated the slide view- so that a user slides the cursor over a hyperlink to view a profile without clicking on it- both your profile and cover photo will appear, making it available to anyone, regardless of whether or not they are presently on your profile page.

Using your cover to advertise your store

Additionally, cover photos are a great way to get attention on the newsfeeds as well. In fact, they have their very own update status that shows up, stating that your online store recently updated their photo cover. This means that you can use the cover photo in a far more unique way than ever before.

For most online brands, the profile photo is their brand image or badge, and should be the same for every social network or online profile used. However, the cover photo can be used more flexibly. It can show, demonstrate, and deliver different messages when it’s convenient for you.

The most effective use of this ability is to market product specials, offers, and opportunities that are currently available. If you want some extra attention for a certain line or product, you can use your cover photo to implement this strategy by showing and stating what’s trending with your online store at that time.
The benefit of this is that you’re updating keeps you in the newsfeed, offering excellent strategic exposure for your latest opportunity or sale. And even after the cover has expired from the newsfeed, it will remain right at the top of your page for visitors to view.

Change in harmony

However, it doesn’t mean that you should change your cover photo too much too often though. Like any action, there is a good rhythm to practice so you don’t turn a good situation into a social blunder. It’s easy to litter your newsfeed or overwhelm your audience with varying messages and advertisements with your cover photo though. Choose your timing effectively, such as once a month or during special occasions like holiday specials to boost brand awareness.

While we can look forward to new changes in the future, such as the reply feature for active threads, change is often a good thing when seen in the right light, and Facebook made a good move with its new cover requirements. Although some will have to reconsider their marketing strategy when it comes to utilizing the new concept, it does open up the window of opportunity that will boost the effectiveness of the once simple cover photo.

With the development of the online world, customers have become accustomed to connecting with their choice brands through mobile, social, and the array of digital customer service platforms. For those that operate their own online stores, this has introduced a variety of new techniques and tools by which we can improve marketing strategies and strive to impress our client base.

But, there is one technique that has been around for a long time and has earned its place in online customer relations – and this technique is honesty. It is honesty which says the most about a brand and influences how the audience perceives them, both in the online and actual world.  

The act of being honest with your audience says a lot about how you conduct yourself as an online store business. And the fact is that demonstrating honesty develops a very humanistic element that describes your online store in a positive light.

Facing the facts

With the business world moving towards digital customer service, one thing to keep in mind is that there is a lack of verbal tone and eye contact. This means that your actions and words are responsible for demonstrating your brand’s integrity.

One hurdle that needs to be overcome is the realization that no one is perfect. We all make mistakes, and it’s not something that we should be overwhelmingly ashamed of. The problem here is that many brands that market in the digital world would rather ignore the fact that they’ve made a mistake or work to avoid letting the audience know that the mistake exists. Unfortunately, this often turns into far more work, costing time and face in the online world.

This means that when a mistake is made, one should be willing to own up to the blunder, rather than hiding them or pretending they don’t exist. It is a fact that in the online world, data is stored, captured, and shared at the speed of light. The resulting effect is that you can’t really hide a mistake, which means the best and most logical choice is to own up to it.

Be honest

Start by simply acknowledging your errors. In customer service situations, the ultimate desire of the customer is to bring information to your attention, not necessarily to heckle you or turn it into a negative situation.
In fact, by approaching the situation directly, you can turn what was potentially a negative situation into positive feedback that can be shared with the rest of the online world. In many cases, this is one of the ideal situations for developing quality testimonials and referrals for your online shop. The audience can see the action you took with honesty, and share that very attractive information with their own networks, expanding your visibility and growing your audience base.

While handling the situation directly may sound simple, one should take time to develop a plan for customer situations. What are you going to do for unique situations? What will you say? How can you correct certain mistakes? Compensation? Do you thank them for bringing the situation to your attention? These are all essential characteristics that need to be thought out and planned prior to any potential situation. While each scenario will be unique, the ability to outline what you should know (presenting the correct answers) and deliver that message in a positive way will make a difference to the audience and how they view your online store.

Your actions say a lot

The customer doesn’t judge you by your mistakes. The fact is that the audience judges you on how you handle your mistakes. Are you willing to step up and face them? Do you handle yourself appropriately? These are the questions that customers will ask you, so you need to be ready to demonstrate the right image.
Additionally, one concept to maintain is the act of keeping your word. It’s easy to make promises or say things without carrying them out. If you promise your customer something, honor it. If you can’t keep your word or don’t know for sure, don’t promise it. Honesty says more with your actions than your words can compensate for.  And one deciding factor in your integrity is your ability to gain attention the right way. Misleading the audience is not always the intention, but tends to happen more often in the small things that take place, such as marketing and sharing a coupon as unique, but offering it to everyone. It may not sound like much, but it can impact your brand’s image negatively.

The best customer relations are developed through a brand’s honesty. This comes from the ability to face the negative, demonstrate the positive, and always keep your promises. With these attributes, your online store will have an image that your audience will enjoy sharing with their own online networks.

There are various social networks available, each with their own unique application. For many online shop owners, sites such as Pinterest and Facebook allow users to display visuals, direct comments, and otherwise generate appeal for their store very easily.

Then there is Linkedin, a site dedicated to building a brand through networking and connections. For the online store owner, this may not seem like an essential element to their store’s benefit, but it can be with the right application.

Update your profile

One of the most basic and simplest of methods to using Linkedin effectively is to have a quality profile. Keep in mind that your audience is going to likely be composed of other professionally-minded individuals, but this can be of great benefit to building your online visibility.

For starters, consider allowing your profile update to be a part of your notifications. It will allow others to recognize when you’ve changed your information, such as your profile picture. Pictures should be kept fresh frequently (not over-abundantly though).

Additionally, you’ll want to keep your headline updated. For this, you’ll want to use topical keywords that are trending at the moment, which can quickly be sourced by Google searches and other analytical tools. Since Linkedin features “Ask a Question,” you can use this information to develop questions that will intrigue your audience and draw in helpful connections that have the answers you are looking for.

Status updates can play a powerful role in your Linkedin experience. But, consider the etiquette of this particular social site before you find yourself “spamming” your network. Linkedin status updates should normally be made two to three times each day, preferably on a regular schedule. This means you should beware of integrating other social posts and apps, such as Twitter, which can quickly accumulate on Linkedin’s newsfeeds.

Linkedin’s site also offers great analytics, allowing you to adjust your technique rapidly and frequently. How many times have you been viewed? How many times have you come up in a Linkedin search? Use this to construct effective headlines and status updates for your profile.

For the most part, you’ll want to remain visible and active through the network. When you keep your activity feed fresh, potential connections and visitors will know this is a great place to connect with you and your online store.

Getting together

When it comes to connecting, Linkedin can provide the ideal situation. However, it’s up to you to make good connections by approaching them properly and focusing on developing those connections into professional relationships. Ask yourself: Do they share your content? Are they connected to others within your network? How do they know you?

Another aspect of Linkedin is that you can invite others to join you in conversation and connections. Just be sure to use invitations with contacts you are familiar with. Limit the number of invitations to individuals whom you do not know, but may want to develop a connection with. Do they have similar interests? Were they recommended? Make connections that will build your brand’s roots, not just the numbers.

Perhaps one of the most beneficial components of Linkedin is the group environment. While it might seem that you’re online store has no particular topic to cover within these groups, think again. First of all, consider what topics interest you. Now consider what topics interest your online store. Handling your online store? Interacting with customers? Making sales? The topics are numerous in Linkedin and come in all sizes. Be sure that you intermingle in several of these groups, listening and discussing, and learning as much as you can. You’d be surprised at the connections you can make.

Getting endorsed

Another tool available through this particular social site is the endorsements. Here, you can be rated on how you perform in your professional experience. What are you good at? Do you deliver quality customer service? Are your blogs popular and valuable to your audience? There are many different topics you can choose to list, but it’s best to focus on a few characteristics that define your online store.

Receiving these endorsements is another thing though. Focus on asking individuals who you are familiar with to generate endorsements for your online store. If you aren’t familiar with them, especially a new connection, it’s best not to ask for their endorsement as it can seem rude or pushy.

Linkedin is a social site that can benefit any online business. With the right application, you can engage potential connections and develop a network that will benefit the growth and visibility of your online store. Just remember that it’s all about the connection you make that defines you and your brand.

Understanding one’s market is an essential part of developing a successful business strategy. Varying audiences, products and services combined with unique characteristics and expertise of every business will inevitably lead to an assortment of markets to approach. For this reason, no business should rely strictly on the design of another. All businesses must find their own market and adapt their strategy to meet their audience.

The market is constantly changing. Different trends give rise to new opportunities. For the online shop owner, this can make maintaining a marketing strategy a constant struggle. Constructing a marketing strategy is never easy, but as long as you focus on a few strategic areas, you’ll be able to seek out your audience and deliver the right message to them.

Online Marketing Basics

First of all, you’ll need to determine who it is that you are trying to reach. Your audience is unique to your online store, composed of both established connections and those you wish to reach out to. The most basic place to start is to determine where your audiences are.

The first place you should examine is the various networks, forums, and sites where your potential audience is active. Are they on Facebook? Do they tweet frequently? Are they active on Pinterest? Don’t forget about forums and topics where conversations about your brand could be taking place.

You can use many analytical tools to find the answers for the aforementioned questions. One of the most basic is Google search. What keywords are associated with your online store? What trending topics can be cross referenced with the products and services of your online shop?

What about your competition? Every business has a competitor in the market. However, the success of all businesses is determined by how they approach their audience. It’s generally good practice to examine your competition. Check out what they’re doing right and what they might be doing wrong. Their business might not be identical to yours, but it will enable you to see what particular practices your online store should or shouldn’t engage in.

You also need to determine what your audiences want. What do they like to talk about? What, for them, are interesting topics and trends? Are they popular? Are they about a brand, a subject, or a recent news article? Pay strict attention to what your prospective audience is saying and in what context it’s in. You have to be on the look out for sarcasm and criticism since analytics don’t necessarily pick up on them.

Listening is one of the biggest components in any marketing strategy. Don’t neglect the practice of listening in on what your audience is saying or has said about your online store. Can you find relatable subject content in the conversations of your audience? The use of analytics, especially the ones already offered through social networks, will allow you to search for the established popularity of your store’s subject matter. This can give you an extreme advantage when developing content and finding the hottest locations to engage the audience effectively.

Once you know where your market is, you’ll need to fine tune your strategy to meet the audience there and say the right thing to convert your contacts into valuable clients. This is where listening plays a big part in knowing what to say. While numerous marketing strategies apply themselves to the act of proposing and demonstrating their products and services, not all of them pay attention to what the audience is saying to them.

Your ultimate marketing goal should be to develop content that incorporates both your audience’s interests, and materials relative to your online store. Not all of the extremely popular trends can be directly related to you. So, you have to find ways to incorporate your audience’s interests and the popular trends/topics into your online store’s marketing content. You’ll want to express the most valuable messages that your audience wants to hear.

Knowing your market is an essential part of any business marketing strategy. First you must know your customer and how your brand relates to them. Only then can you design a strategy that will reach out and effectively introduce your online store to the online world.

There are numerous social sites that constantly work at providing the users a better and more effective experience while using them. Facebook has been renowned for changing its format in extreme ways, primarily the change from the single column feed and page to the Timeline format that is now familiar to us all.

But Facebook is now preparing for another change in format. While many Timeline users have noted the difficulty with navigating the split feed on a page, some might appreciate the visual appeal that the format permits. Needless to say, the feed itself is what’s getting the major tune-up.

Now Utilizing a Single News Column

The biggest feature that we’ll potentially see is going to be the single-column newsfeed on a page which will not affect the user’s newsfeed. Now when a user visits a homepage, they can easily navigate the posted material, something that seems to have become an issue with the Timeline format putting material out of linear order, having some on the right and some on the left. Instead of losing sight of certain topics, it will be much easier to follow a conversation or return to it at a later time while checking back for a response.
While these features often make a premier for individuals first, they will inevitably become the structure for brand pages as well. So it’s important that you’re ready to use the site effectively. The single column will enable users to follow material much more efficiently rather than seeing a jumble of articles that have been posted. As proposed, the left side will possess your linear posts while the right side will be responsible for recent activity and your friends. There will likely be variations for brands such as likes and audience activity/posts. For your brand page, this will make your material that much easier for the audience to follow.

Further Ease of Navigation

The page will now be able to be reorganized to construct a better image of your brand and its content. Rather than navigating strictly via the Timeline, you’ll be able to see certain interests under tabs to improve navigation and accessibility for you and the audience. This will make it much easier for the audience to be able to visit particular information (about and contact info). Rather than posting a set design of features, you can choose what tabs are important to marketing your online store.
Additionally, it is likely that default landing pages and tabs are going to return to use for brand pages by allowing them the features Facebook once had. This could be advantageous for the online store owner, but it isn’t a guaranteed addition to the new format yet. Just be prepared to use it to your advantage if it does come out.  

Your Advantages

The question you may be asking yourself is: How is this going to affect me? Well, for the most part, it’s going to influence the audience’s activity when visiting your page. By providing a linear feed that is easy to follow, you can work towards building an ongoing conversation with the audience. Taking advantage of this particular situation, it will be possible to build a conversation that follows up with a previous one.
The new abilities allow you to build a stream that captivates the audience much like a series would. Rather than posting intermittently, you’ll be able to regulate and build a much more appreciable image that the audience can follow rather than missing out on relevant material lost in a stream.

Continuing with interaction and engaging the audience doesn’t just end with your posted content, though. Users are going to have something referred to as a Collection’s Manager. Here it will be possible to reorganize what could simply be known as tabs. These will be organized for both user’s and visitor’s use, making it easier for the page to display exactly what you want the audience to see. Depending on what material your brand page presents, you’ll be able to turn that into your highlighted areas and show your potential customers what you want them to see.

Facebook constantly changes its face, working to enable its users a more efficient way for users to network and interact with one another. While this particular design hasn’t been launched as of yet, it is likely that Facebook will make changes in the future. And as long as you are aware that the online world does change on a regular basis, you can be there and ready when it happens so you can make the most of the occasion.