As companies evolve in the digital age, they must reformulate their strategies by taking their environment and objectives into account, as well as their current economic situation. With more digital initiatives being brought into the spotlight, such as podcasts and video-based tools, companies need to know how to quickly adapt to different situations and ICT.

One of the trendiest new forms of communication is the podcast, which allows us to stay updated and transmit information to customers who have less time and require greater flexibility when consuming content. Let’s have a look at some data:

• The main reasons why a person consumes podcasts are to be informed, to be educated and to be entertained.
• Spain has one of the highest rates of consumption of this type of multimedia content: 39% of people surveyed say they have listened to a podcast in the last month.
• Within that population, 60% of Internet users who are between 18 and 24 years old consume podcasts, indicating that this is an important type of content for the younger generation.

Podcasts are the evolution of radio, and when used strategically, they can be “self-teaching” content to publicize your company or tackle topics of great influence in the sector. In other words, podcasts are a powerful and versatile communication tool. Now, from the point of view of a company, why should you be interested in having a corporate podcast?

1. Fashion is often the key to success: Podcasts are a growing tool that are increasingly being utilized, so following the latest trends is crucial.
2. Be omnichannel: If you expand your platform through podcasts, the opportunities to become known multiply instantly.
3. Show what’s real: With a podcast you can show different facets of your business: interviews with clients you have had or talk about the service or product you have offered can make the listener feel closer to your company.
4. Build better relationships: With this tool, you can generate different types of content, which allow you to connect with your target, or, in the case of internal communication, to maintain a conversation with your employees.
5. Stand out: Currently, it’s much easier to stand out via a podcast than on other platforms, since the level and amount of competition is much lower; which facilitates positioning.
6. It is a great way to structure your network of contacts: You will be able to generate different contacts that at some point may be useful.
7. Lastly, it is very cost-effective compared to visual formats such as video. With basic equipment and some knowledge of audio editing you can start recording.

These are our 7 reasons to start your own corporate podcast. We only have one thing left to say: innovating is essential. We’re ready to get started… and you?

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This is where social media metrics and KPIs come in. However, with so many areas to track data and determine your KPIs, it can be hard to know what tools can best gauge the effectiveness of your strategy, or what constitutes a successful campaign for your brand.

We’ll take you through a few of the most important tools across all the major social media platforms like Facebook, Twitter, Instagram and LinkedIn to show you the benefits of each one. In this way, you can back up your strategy and use real figures to leverage budget increases and demonstrate the tangible impact that your online campaigns are having.

Engagement

In almost every social media campaign, one of the most fundamental measuring metrics is engagement. You’ll want to track the number of likes, comments and shares that your posts are receiving over time. This information, which is provided directly inside each platform for business use, is vital because it allows you to not only track the success of your campaign, but it allows you to create content for future posts that capitalizes on the success of prior efforts.

Reach

Reach is another important tool to view the size of your audience and determine if your paid or organic efforts are achieving the results you’re expecting. Rather than tracking the number of likes, reach is used to display the size of the audience that has come across your posts, and can be used to compare against the overall number of conversions achieved to measure the impact that your efforts have had.

Community Metrics

New follower’s metrics are a great way to measure your community growth and watch as it evolves thanks to your campaigns. Within community metrics, you can also view the demographics of your audience to ensure you are reaching your target market and viewing things like gender, age and location.

Of course, we know that there are countless other helpful metrics available to help you track your efforts that cannot be overlooked, such as ROI, share of voice, response time, conversion rate, mentions. What’s most important to note is that each brand will have its own unique needs and may decide to only track the metrics that they find most helpful.

By clearly defining your social media campaign metrics and using them to gauge the results, you’ll be able to justify your strategy and will know when changes must be made, helping you to achieve success for your brand.

Don’t forget to check out the latest updates from your favorite social media platforms below:

TWITTER

You can now share a tweet directly from Twitter onto your Instagram story directly from the Twitter app via a new integration.

WHATSAPP

WhatsApp is testing a new feature called View Once Messages, which will allow you to send messages that will automatically be deleted after they’ve been viewed once. Read more here.

INSTAGRAM

Instagram may soon allow all users to attach links in their story via “stickers” which would replace the current “swipe up” feature used by influencer.

Since our inception, we have been operating intermittently in various Latin American countries but with our new physical presence in Mexico and Chile, we are officially fully active in these two markets, and plan to shortly make the move into Brazil as well.

We know that for many Spanish and international companies, Spain represents a gateway to the attractive Latin American market, and we’ve understood this from the beginning. We have carefully crafted our expansion to take place naturally and organically and are proud of how far we’ve come.

Our agile and transversal model provides flexibility in the services we offer, thus responding to the needs of the brands we work for. LeanFactor simplifies the entire process through comprehensive services, which has a positive impact on our clients, reducing costs and maximizing ROI.

Our value proposition lies within the fact that our actions and activities do not imply an increase in the client’s investment, but rather an optimization of resources to reduce costs and improve results. We know that what’s truly important is the impact we make on the tangible results of your business, rather than the services we offer.

It can be difficult to expand to other countries and look for partners who understand the culture of a brand or company, while at the same time having an in-depth understanding of the local market’s particularities. We’ve spent the last few years learning the ins and outs of these markets and we’re now ready to facilitate the entire process. If you have operations in Latin America and you need a partner to help you develop your business, don’t hesitate to reach out.

Naturally, as marketers we immediately look for ways to integrate new trends into our marketing strategy. A recent survey by Statista found that almost 75% of podcast listeners want to learn new things, and another found that 63% of podcast listeners have bought something a host promoted on their show. These figures each set up a great opportunity for any company, agency, or brand to craft their own content for their target audience and take advantage to educate, advertise, and even sell.

While podcasts themselves are not new, they’re a great example of how existing ideas can be transformed over time and adapted to the current market. In 2021, there are podcasts on virtually every subject and there are plenty of ways to make a profit or to engage an audience in a ways that were previously not possible.

How to get started

If we’ve convinced you to give this a try and you’re wondering where to begin, we’ll outline the basic steps for you here below.

• First, a brand must identify the basics: its audience, its theme, and what it seeks to achieve from its efforts.
• Second, they will need to ensure they have developed a consistent, sensible format for each episode and plan out a content calendar.
• Next, they will need to name the podcast and creating imagery to support each episode when uploaded to the chosen platform.
• Finally, the last step is to effectively market and communicate the podcast to its target audience.

Whether a brand has already established a reputation in its market, or if it’s looking to build one, creating a podcast series to feature its expertise and educate or even simply entertain an audience can be a great strategy to gain recognition.

To close out, we thought that this would be a timely moment to announce that LeanFactor will be launching its very own podcast! We’re excited to be launching a series of short episodes on a variety of agency, marketing, social media, and public relations topics that you won’t want to miss. Stay tuned for more in summer 2021!

We’ll leave you for today with the latest updates in the social media world, check them out below:

TWITTER

Twitter just listed its new paid option on the app store for $2.99. What will the new features include? Find out more.

LINKEDIN

Linkedin has just introduced a new feature allowing you to boost your organic posts. Find out what this means here.

INSTAGRAM

The option to hide likes has finally arrived to Instagram. It’s been in the test phase for a few years, but has now rolled out globally. Read more here.

• Frequency of posting
• Buyer persona
• Sector or industry
• Average user time per social network

One thing that we must take into account is that it is not the same to manage a consumer brand’s social networks than those of a heavy machinery company, and despite knowing what the busiest hours are, it may not be convenient for you to post content at particular time in certain industries.

For example, Twitter is known for its high traffic on weekdays due to its informative nature. Studies have shown that the morning hours tend to be when people open the app to take a look at the latest news, however it will still always depend on the industry or sector. This is because during big events, tv show premieres, or in the light of breaking news, debates on this platform will often take place in the evening hours as a result.

Instagram is a bit different, as its algorithm prefers new user content making it preferable not to reuse publications and ensure to use of all post formats offered (stories or reels, photos, etc). It should be noted that it is better to choose a prudent number of hashtags that best suit your profile, since in the end, they will likely be proportional to the reach of your publication.

Facebook behaves similarly to Instagram in terms of best times to post. It is interesting to note that on Facebook, we can view post statistics through the “publications” tab. This lets us know the days, times and specific publications that have been most successful in our campaign so that we can plan our strategy around this information.

Finally, we have LinkedIn, whose professional approach makes it clear that standard working hours are typically preferable to achieve the highest engagement. Beyond schedules and trends however, the measurement and analysis of what is done on each platform is very important, because advice aside, those metrics are the ones that will really let you know what hours and what strategy is best for your brand and it’s specific needs.

We’ll leave you this week with the latest news in social media. Check it out:

TWITTER

Find out how to verify your account on Twitter!

INSTAGRAM

Did you know you can upload Instagram photos from a computer?

TIKTOK

You’re now able to delete unwanted comments on your TikTok posts, here’s how.

At LeanFactor, we advise you to optimise your profile to the maximum with professional images and by filling in each of the fields, without forgetting to choose relevant search keywords by which we want to be found. It’s also very important that your brand description is not too long or serious and uses a more casual tone.

Other important LinkedIn features are “validations and recommendations” that can be given to a business’s profile, as they will help to position the LinkedIn algorithm positively. Along with this, actively engaging with other profiles is essential, as it’s not only important that we receive messages from other users, but also that we interact with them. It is worth highlighting the role of LinkedIn groups as well, where it’s possible to get engagement from an audience that has shown interest in your sector.

As we’ve all seen over the last decade, hashtags are another extremely important tool that can help a business to be in tune with its sector and ensure its content is relevant to customers. For that reason, it is advisable to not be excessively commercial and to find different angles for quality content via “Thought Leadership,” which has been found to significantly increase the number of views.

When formulating a LinkedIn strategy, a business’s messaging must be specifically adapted to this platform rather than being a copy of other social networks. We believe that this type of content must be focused on different objectives depending on how you want to take advantage of what Linkedin offers. We’re seeing new innovations and features being released over time such as LinkedIn Stories, which can help give a more personal and inside view of a company, showing its day to day and staying casual. Like on all platforms, Stories are a great way to promote products and give out exclusive offers or even just little bits of information here and there.

LinkedIn is a unique platform that allows a business to focus on its strategy on many levels. It’s important to remember that not everything is based on the external communication of the brand; It’s also possible to leverage internal communications to motivate our employees, or use LinkedIn to network with other industry leaders and increase your contact portfolio.

All in all, there are many strategies that can be used and there’s a lot of flexibility on this platform. We believe it’s better to be clear about what your final objective is to be able to gradually shape our campaign. So, are you already on the right track or do you need to optimise your LinkedIn brand strategy?

Below, check out what’s new this week in social media:

TWITTER

Twitter will soon launch its new account verification tool. Read more here.

TIK TOK

Wondering how to use a video from another creator for your own post? Here’s how.

SPOTIFY

You can now share your favorite moments from your podcasts right in the app.

Recent studies have shown that more than half of consumers view brands as inauthentic when taking stances on these issues, seeing it more as an act than a true commitment to change. This phenomenon is known as “greenwashing,” and it has caused a divide between storytelling (what brands communicate) and storydoing (what brands do). What this has ultimately revealed is that there is little concordance between a customer’s experience with a brand and the messages put out by a brand.

At LeanFactor we believe that this is where agencies must play a more relevant role. We must get more involved from a strategic point of view, as opposed to a merely tactical one, sharing values ​​to work in harmony with our clients. In this way, agencies have a more transcendental and innovative role when it comes to accompanying a brand in the creative and strategic process so that it translates into a real commitment to the consumer.

We also see an evolution in the relationship between agencies and advertisers in terms of the values ​​that agency brands expect. This evolution represents an opportunity for agencies to play a much more active role, not only in planning campaigns, but also in creating strategies for different brands. In terms of sustainability, agencies can and must become engines to drive these changes, because as strategic relationships continue to be strengthened, a brand’s communication will be an accurate reflection of their social commitment.

We believe that we all must to work together for a better world, and that’s why our industry has a responsibility to create accurate imaging and messaging for brands.

As always, here are the latest trends in social media:

INSTAGRAM

Instagram has just implemented a new feature to allow you to put automatic subtitles in your stories.

FACEBOOK

Get to know the Neighborhood feature of Facebook that will allow you to get in touch with the people closest to you.

TIKTOK

Find out how to schedule your TikTok videos for peak times.

Did you know that you can use WhatsApp in your marketing and sales strategy? With more than 2 billion users, WhatsApp has positioned itself as the king of instant messaging. Through its WhatsApp Business tool, with which it allows communication between companies and their clients, users using the platform more and more to make purchases online without missing out on the advantages of personalised attention.

WhatsApp’s service offers greater accessibility, with the most important aspect being its versatility for communicating with customers, since this communication occurs instantly and offers all kinds of content that facilitate and improve their experience (things like product photos, videos, catalogs, presentations or audios). Thus, brands are able to offer a completely personalised service to their customers before, during, and after the sale.

Similarly, the app facilitates inventory management, product identification and improves the customer funnel process. For example, companies can use labels in chats and catalogue them, with the possibility of identifying new customers by color codes with pending orders, making it possible to serve users based on their needs at all times.

In addition, the application has implemented a direct purchase button and has already begun to integrate some mobile banking options, making it easier for customers to make a payment directly inside the chat, once again speeding up the process. In short, the app allows the generation of long-lasting and trusting relationships with customers, while increasing a brand’s awareness and enabling businesses to optimise the shopping experience.

Thanks to WhatsApp Business, any brand or company can plan live sessions with new products, improvements in services, or even communicate discounts and then send them to different groups of interested customers. Immediate feedback is practically guaranteed, as being a messaging app, businesses can create forums to answer questions, attract potential customers and win the loyalty of those who are already there.

Examples are abundant: some sports brands have managed to combine live chats and influencer marketing, others are offering free and exclusive content to their customers, thereby achieving greater dissemination and a higher conversion rate than on other platforms. Also, competitions like gymkhana or cooking classes have been organised before new product launches, making it clear that the possibilities are endless and that this form of communication is much more immediate and personal.

WhatsApp Business is already a great e-commerce platform that opens new avenues in terms of the type of communication that brands have with their customers. More and more companies are benefitting from its offering and it’s becoming more clear this trend is here to stay in the future of online commerce and digital marketing. Have we convinced you to try it out?

Check out some of the latest news for other social networks below:

Twitter 

Twitter is working on a new feature allowing users to leave tips, which is sure to revolutionise the landscape of influences, brands, and content creators.

Instagram

Instagram will finally give users the ability to recover deleted items.

Facebook

Starting this Monday, Facebook will integrate a new feature to allow users to listen to music or podcasts on Spotify via a mini player.

Clubhouse, an app released just last year, is a social network in which users can share content only with their own voice. Users on the app can create presentations, join and contribute to those of followers, or simply attend as a listener. Other content on the app has revolved  around round tables, private concerts, press conferences, events … The possibilities are endless, as for example, a popular event by Elon Musk, co-founder of PayPal, recently gathered more than 5,000 participants.

The reason for its popularity may be due to its “exclusive invite” model or that public figures such as Drake, Elon Musk, Ashton Kutcher or Mark Zuckerberg have an active profile in Clubhouse. Despite being only available on iPhone devices and only being accessible by invitation, last month the platform had already exceeded 10 million users worldwide.

This is good news for brands and professional profiles already thinking about including monetization options in their marketing strategy. Clubhouse has said they are testing this system with users in the United States and it is expected that it will soon be a reality for all users. If this functionality is launched, it would put the platform one step ahead of competitors such as Twitter Spaces, its main rival.

For the moment, we recommend you not lose sight of the Top influencers of Clubhouse, on their website you can find the Top-50 World ranking with the most popular.

Below are the trends in other social networks from this week:

Facebook

On Facebook, you’ll soon be able to choose which posts to show on your wall and it will become easier to restrict comments.

Twitter

Twitter’s premium subscribers will have the option to undo tweets they’ve posted.