123 eGuides

1 Minute Advice: How Brand Trust Correlates to Social Media Presence

According to Marketing Charts reporting on a recent survey by Sprout Social, 78% of social media users surveyed in the US and UK agree that a brand’s social media presence has a larger impact this year than last on whether or not they trust that brand. In addition, an increasing share of consumers say they would pay a premium price for brands they trust.

The two leading social media factors that impact brand trust, report consumers, are (1) the content brands post on social media and (2) how fast brands respond to their audience on social media. Further down on the list in importance is how personalized brand responses are, the content shared about the brand by other consumers, the influencers brands partner with, and how many followers the brand has on social media.

Read more at Marketing Charts.

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: Purchasing Influence of Social Media

Hootsuite recently surveyed more than 6,000 adults ages 18-64 across the US, UK, Canada, and Australia who follow brands on social media and say social media has at least some influence on their purchase decisions. According to Marketing Charts, the report reveals that for 58%, following a brand has a moderate to high impact on their purchase decisions. Moreover, 7 in 10 who follow brands on social media report having explicit plans to purchase from them (soon or in the future).

As such, says Marketing Charts, brands need to be careful not to alienate their followers, and there are certain behaviors that they should avoid. The leading reason why respondents have unfollowed or hid a brand in the past 12 months is due to it posting clickbait (intentionally misleading content), as cited by 76%. That’s followed by posting inauthentic content (68%),  as well as boring content (68%) and repetitive content (68%).

Read more at Marketing Charts.

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.