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Facebook Ads – The Keto of Digital Marketing

Facebook Ads – The Keto of Digital Marketing

It’s no secret to many but the words “boosted posts” sends shivers down our Digital Marketing spines. If you have a couple of bucks spare to throw down the drain for a small boost on a localised post by all means throw it, you might get an ok return (or you might not) from that small audience. BUT please if you do one thing in 2020, don’t spend your hard-earned cash on a HUGE boosted post spending spree and we’re gonna tell you why.

Let’s think of advertising in general in terms of sugar! We all love it, we all love to hate it and it’s incredibly addictive.

So with that in mind a boosted post is like a sugar hit, it’s a quick high that sates your “short term goal” of getting more likes. You are momentarily romanced by the big post reach, the extra shares but in reality it doesn’t increase your bottom line, create better brand awareness or generate better leads. Why? Because it’s fleeting, like a sugar high.

So as it should be in real life, it’s time to ditch the sugar and step back and look at the bigger picture. For the purpose of this great analogy – FB Ads are the “Keto” of marketing.

FB Ads (Keto) isn’t just a different way for your body (your brand) to adjust to no sugar (boosting) and converting your fat for energy (lead generation) it’s a “whole life’ adjustment to the way you view FB marketing.

What we love about FB Ads isn’t just the ability to dissect the analytics after a campaign it allows you to hone in on your existing audience while bringing in new leads that allow you then you build on that information.

FB Ads also allows you to diversify your objectives.

To put it simply – Boosting only gives you two options for your objective—website visits and engagement. When you engage in a FB Ads campaign (using Ad Manager), you can select an objective: awareness, reach, traffic, engagement, conversions and then build on it.

There are more tick boxes in a FB Ad than options for artificial sweeteners which gives you options, options give you a broader scope and a this results in more leads. Simples.

So don’t waste your hard earned case on boosting, invest it in FB Ads.

 

 

 

 

A medicine for isolation

A medicine for isolation

 

It’s been a weird old year so far 2020, and there are still uncertain times ahead. We don’t know about you, but social media has proven to be an absolute tonic for self-isolating/lockdown fever. Whether in business or personal use there has been inspiration to be found in every nook of it.

From musical performances, comedians, cooking lessons online, remote working, a potato headed manager, to the excellent family Zoom meetings, people from all walks of life have been engaging and communicating more than they ever have before. In what many call a disconnected world we have never been MORE connected to each other. Over the last few years there have been discussions across the globe, from medical professions to leaders of business on the negative sides of the use of social media and potential side effects, such as our mental health (just to name one). Now that side still exists, we can’t escape that, but there’s now a new side to social media that’s got everyone talking – a positive and connected social media experience.

One of MOST special projects was ABC’s Virtual Choir singing We are Australian: https://www.youtube.com/watch?v=RY_tl-N93AY

ABC director of audiences, Leisa Bacon, stated that “these unprecedented times called for the broadcaster to repurpose its existing campaign message.”

Leisa goes on to say, ““When we entered the current physical distancing challenges with coronavirus, it felt right to respond by bringing people together, albeit virtually, to uplift the spirits with this beautiful track which was already a known and loved part of our ABC brand.”

What happened next snowballed into 4 million views across social media and TV including a version sung by children across Australian including in the traditional language of the Yawuru people.

Though the ABC is a large-scale example there have been other examples of small gestures of beauty and goodwill, whether it’s on Facebook, Twitter etc, that sends a ripple out across the country and the globe in a buttery type effect. Showing us all that used responsibly, and with sensitive timing, social media can be a tool for change, community and connection.

This is an excellent example of how pivoting a strategy to suit the environment around us, has a positive community effect and expands the brand of the ABC. What have been some of your favourite moments across social media these last couple of months? Share them with us on the post you see this blog on.

 

 

Planning content with Buzzsumo

Planning content with Buzzsumo

Social media content is a great way of communicating to and building relationships with your potential customers. One of the best ways to promote businesses of all sizes is through developing a strong content marketing strategy. The tool I love using when it comes to planning content is Buzzsumo.

However, you can’t simply fill in a website with all and any content that comes to mind and then expect it to bring potential clients. You need to have relevant content that will appeal to your target audience and will answer their questions. But what tool can help you in doing this? Buzzsumo is a great tool to find out what content performs best. This tool allows a user to find out what the content is popular by website or by topic.

With the use of Buzzsumo, it can help you identify key influencers based on keywords. But what can Buzzsumo do in your business?

  • Buzzsumo allows you to identify which content is being shared the most and who shared it which is important. Thus, this gives you the details on who is the influencer and knowing who has the public’s trust and attention can give you the understanding on who you can follow for inspiration.
  • Buzzsumo can provide you keyword alerts so you will be notified when content is posted or updated. Keeping up to date with trending content, and then sharing it across your own social platforms, can help increase reach into new audiences.
  • Buzzsumo can give you an analysis on how your competitor is doing. Knowing and understanding what your competitors can do and what is working and what is not working for them can help inform what you do. This will give you insights on what works best for you and it will help you to avoid things that are not effective.

Writing content is a tough task and no matter how we allot a certain time to gather and think of new ideas, we rarely devote enough time to curating and creating good content. Buzzsumo, to my mind, has proven to be an effective tool when it comes to improving your content marketing strategy. Just always remember in using any kind of tool or system just like Buzzsumo will depend on what you want to achieve and where are you in terms of your own content marketing.

If you want help getting more out of your social media marketing, please download our free step by step guide today!

Accepting LinkedIn connections

Accepting LinkedIn connections

LinkedIn is the best social network for professionals. In Australia it is a platform that is used mainly for connecting to colleagues and other work related matters (and for recruiters to head hunt for talent!).

As a social media tool, LinkedIn is built around making connections; and has prompts to encourage you to grow the number of people you are connected to. But one question I’m often asked about is ‘Should you accept requests from people you don’t know?’ The short answer is: it depends. Below is the longer answer.

The next time that someone send an invitation in your LinkedIn account, think twice before accepting it. Not just because you don’t know the person but this is because it is part of LinkedIn’s official rule. This is under Section 8.2 wherein it states that members agree not to “invite people you do not know to join your network.” This is because LinkedIn’s purpose is to build connections that are appropriate and build genuine professional communities. But, and this is a big but, as long as you do your due diligence, it is ok to accept a connection from someone you do not know.

You might also consider these factors when it comes to accepting connections from LinkedIn.

  1. Check the profile photo. If there is no photo, I’d say no.
  2. Personal message. I’ve been impressed by those who have taken the time to craft a personal message before sending me a request.
  3. Other people they are connected to. If you have lots of mutual connections, then maybe this person is fine, and could add value to your network.
  4. Browse through their profile. The profile says a lot about that person so check interests, current job or past jobs and other important details. Knowing this will help you in deciding whether or not to accept the invitation.

Quality over quantity is key when connecting with other on LinkedIn. Remember, LinkedIn is designed to build connections to help you in your professional life so before accepting, always take a little time to think about it.

If you want help getting more out of your social media marketing, please download our free step by step guide today!

Branding consistency for social media

Branding consistency for social media

Consumers always purchase products from the brand that they know and trust. This means that as a business owner, you need to interact well with your customers and by doing this; your customers will identify you, primarily through consistent branding. When consumers know the identity of your brand, then they will build a relationship with you, they will trust you and then purchase from you. It’s what we know as the ‘know, like and trust’ factor.

Whether you’re a retail store, cafe, online shop, boutique or even non profit organisation, your brand needs to gain proper exposure and social media can help you in reaching your target market by spreading the message to your target audience.

Social media is a cost effective way of advertising a company’s products or services but you should consider the importance of consistency in branding. You don’t want your customers to be confused that’s why it is important to have consistency.

But why is consistent branding important?

  1. Brand consistency takes your product to the next level of marketing by bringing a level of professionalism to your business. Look at a name and slogan for your business so that your customers can easily identify you. When your customers see your logo, it should evoke emotion, and create the urge to purchase from you without even asking for them to do so. You should have a consistent display name on all your social media accounts, like Facebook, Twitter and Instagram. This is important because having different brand names will have the notion of confusion to your customers and this can result to your customers questioning your brand’s official name.
  2. Brand consistency is about building trust. A customer buys and trusts the brand that they know and recognise. When consumers are trying to find a certain product, it is not just about the name but there is also an emotional decision that takes part so as business owners, you should engage your consumers on a personal level. With consistency in branding, it will engage to your customer’s emotions and through this, your brand will be trusted.
  3. When you have consistency in your brand it will not create any confusion to your fans. One of the reasons why you have a fan page is to promote your business and what you offer. The goal of social media is to reach your audience and other potential consumers so if you will be inconsistent then, this will lead to your customers to not follow you because they might find it confusing.

Developing a consistent brand may be challenging but once you know the importance in your business then you won’t find it hard and you will see that your efforts will have a positive outcome in your business.

If you want help getting more out of your social media marketing, please download our free step by step guide today

Marketing is more than Facebook

Marketing is more than Facebook

Last week, while Facebook faced a worldwide outage, many businesses were left in a panic about how the incident would impact them in the short term. Not to mention many social media users took to other platforms like Twitter to find out what was going on.

So what can we learn from this incident? Here are my top three tips:

  1. Diversify your marketing mix
    Do not just rely on one channel to grow your business. If you put all of your eggs in the lonely Facebook basket, then you will be opening up your business to risk when the platforms changes (like the huge newsfeed and ad changes from 2018) or there is an interruption to the service (like last week).

    Start by mapping out who your target audience is, where they are likely to hang out (ie, what social media and other online channels are they on?) and create a presence on each one. Also don’t discount other tactics like PR (try signing up for Sourcebottle) and blogging.
  2. Don’t build your business on rented space
    The only online spaces you own are your website and your email list. Facebook, and other social media platform are spaces you can ‘rent’, but you will always be subject to their Terms of Service, changes to the platforms, increasing costs and other things.

    Use social media to find your audience, grow your awareness, and build a community of loyal advocates. Social media is a fantastic way to supplement you owned online space, but it should never take the place of them.
  3. Always have a Plan B
    Even the most well thought out plans can fail from time to time. Your marketing plan needs to be flexible so it can adapt to times when external circumstances out of your control impact on your day to day activities.
  4. When one tactic fails, what will you do to replace it quickly, and cost effectively?

Over to you:

How did you deal with Facebook going down? Did it impact your business, or was it business as usual?