Tag Archive: Social Media Marketing

  1. What Can Businesses Learn From Advertising Agencies Using TikTok?

    Discover the Possibilities 

    The clock is Tiking… is your business Toking? By now, you’ve likely noticed that many companies have yet to get established on TikTok. We have a feeling that’ll change. Remember the days of questioning if getting on platforms like Facebook and Instagram was the right move? Today, the thought of neglecting to reach your audience via social is prehistoric. 

    Still, it’s no secret that we’re often hesitant when it comes to change, especially regarding business. You may worry that you and your team will explore TikTok only to find that posts aren’t racking up as much engagement as you hoped. Instead of entering the TikTok world with specific expectations, approach the platform with an open mind. 

    Because TikTok is 100% free, we see value in taking the leap and finding out what it may accomplish for your business. You may go viral overnight, or maybe you’ll decide the platform isn’t what’s best for your team. No matter what you find, we encourage you to never stop exploring. Start below and discover three ways you can get started on TikTok right now, then jump into our findings on how other advertising agencies are using TikTok and how those practices can be applied to businesses looking to talk the Tok. 

    1. TikTok is a hub for influencer marketing. Tap into influencer-created content on TikTok to expand your reach through someone your audience trusts. 
    2. What’s a surefire way to get the attention of consumers on any platform? Pets. If your team is known for paw-some pet policies like dog days, feature your four-legged stars in company content. 
    3. One of TikTok’s many perks is that you don’t always have to be totally original. Stay on the pulse of what’s new and trending on the platform and make it your own.  

    The Influencer Marketing Factory 

    Followers: 1.3k 

    Likes: 24.2k 

    The Influencer Marketing Factory leverages TikTok to feature its social media campaigns as well as client campaigns. These videos showcase key performance indicators (KPIs), which gives quick insight into how well the projects performed, a metric that brands on TikTok are eager to know. 

    While most of the agency’s content focuses on campaigns, they’re not necessarily their most popular. Over the last two months, posts speaking to stay-at-home fun and expectation versus reality have seen the most engagement. We can take this as proof that TikTokers are always open to entertaining, relatable content. 

    TikTok Takeaway: TikTok’s video interface provides an optimal platform to display recent work and products, even positive stats about your company’s latest project or eventAnd take it from The Influencer Marketing Factory’s high engagement rates on less business heavy contentTikTok invites users to be bold and stand outDon’t hesitate getting in on the latest meme or challenge – just be sure your brand personality shines through.  

    @influencermarketing

    🍻 Our Content Creation Management for Bud Light #budlight #fyp #fun

    ♬ WIN THE DAY – Bamtone

     

     

    NoGood 

    Followers: 68k 

    Likes: 728.1k 

    From logo evolutions to designer struggles and the history of Black Friday, NoGood is no stranger to TikTok. The company prides itself on helping new businesses grow through “rapid experimentation.” Their willingness to go unafraid has clearly yielded results. 

    With almost 70,000 followers, NoGood has managed to accumulate more than 10x as many likes. How? They post relevant insights that other marketers find educational and humorous. They’ve established themselves as a thought leader in the industry and they’re leading the way on a platform many companies have yet to tackle. 

    NoGood has definitely used TikTok’s lightheartedness to its advantage. The company’s TikToks are much more quirky and casual than its usual tone. Remember, you don’t have to change your voice, but it’s perfectly fine (encouraged, even) to adjust tone to meet the moment. 

    TikTok Takeaway: Take a moment to identify areas that your company excels in and determine a plan for thought leadership posts. Consider this an all-hands-on deck project. Everyone on your team has valuable insights to offer. 

     

    @nogood.ioMarketing masterpieces #mcdonalds #burgerking #marketing #genius♬ Aesthetic Girl – Yusei

    Though TikTok officially launched in 2017, it has recently seen tremendous growth and increased its monthly active users by over 52 million in less than a year. With reach like that, we’d be remiss to dismiss its power as another consumer touchpoint. Take heed of the examples set by brands currently thriving in the space and you too will find success on TikTok. It all starts with a willingness to go unafraid. 

  2. Does Your Small Business Need a Chatbot?

     

    Chatbots for Small Business 

    Siri and Alexa’s notsodistant cousin – the chatbot – could be the team member you needOften seen at the bottom of a webpage as a pop-up window or on a company’s contact page, chatbots conduct online convos with customersUnlike us humansbots are ready to go day and night, rest-free to provide solutions to customer problems. Small businesses are increasingly implementing the reliable form of artificial intelligence (AI) and often, consumers are pleased with the addition. 

    Even if you don’t currently use chatbots within your SMB (small and medium-size business), you’ve almost certainly interacted with oneTo recap, chatbot is an AI program that has the power to communicate with another party. By offering a solution for small businesses that may not have access to extensive resources and staff, they also offer solutions for customers. In fact, a survey by Drift revealed that people primarily use chatbots for quick access to answersAnd with unanswered questions and communication related issues at the top of the list when it comes to customer frustrations, 24-hour access to answers has quite the appeal. 

     

    Why They Matter to Your SMB 

    Though they aren’t a new concept by any means, chatbot’s capabilities have expanded in recent years. 58% of shoppers say new technologies like chatbots have changed their expectations of companies, so it’s a given that companies of all sizes have taken advantage of the tool. Still, small businesses especially benefit from chatbots positive impacts on customer service and beyond: 

    • We stand firm in our belief that branding takes place at every consumer touchpointBuild customer relationships via chatbot through a conversational, brand-heavy voice and tone that your audience will recognize.  
    • A smaller company usually means a smaller team. And although you’re dedicated to solving customer issues and answering questions, you’re not available 24/7. Chatbots are. 
    • Chatbots record what your customers have to say. From FAQs to common problems and feedback, you’ll gain more insight on your audience’s wants and needs. 
    • Simply having the option for a conversation via chatbot proves to customers that your company values their timeChatbots are known to increase customer satisfaction. 

    Chat services that allow users to communicate with a live person are also positive additions to your customer service front. Seven in 10 consumers say they prefer live chat over email, social media messages and phone calls when getting in touch with a company. Consider incorporating live chat into your customer’s journey if you feel you’ve outgrown email and social inquiries and your team has the bandwidth to manage incoming messages. However, if chatbots 24-hour touch is still speaking to you, we suggest getting to know the AI communication tool on one of the most used social networks of our time. 

    Get Familiar with Chatbots on Facebook 

    One of the best sites to familiarize yourself with chatbots may be the last place you would’ve looked – Facebook. Facebook provides free chatbot and live chat services on its Messenger Platform that business owners report has contributed to boosts in sales and engagement as well as improvements in customer service. The service allows businesses to develop guided conversations, leading curious customers through an automated flow. 

    When communicating with the Facebook-powered bot, the user is greeted with the company name, description, profile picture and cover photo. There is also an option to include greeting text. The user simply taps the get started button to begin the conversation. 

    If you’ve never interacted with Facebook’s bot on the Messenger Platform, imagine an interactive FAQ. In addition to a set of structed text messaging options and text-based message templates, customers can receive or send audio, video and images. Facebook has also implemented quick replies through buttons. With countless customizable attributes to make the feature your ownyour Facebook bot will talk the talk down to every detail. 

    Expanding the Conversation 

    You may already utilize Facebook’s Messenger Platform and want to implement the much-needed feature on your company site. When you’re ready, explore other options you can implement online. Take the time to learn lessons with Facebook to transfer what you’ve learned to your audience’s online experience. With chatbots on your team, you have a dedicated team member answering customer questions whenever they arise. 

  3. Why Video Content is King

    The Importance of Video Content for Small Businesses

    Would you rather read aad explaining how a product works or watch a demo video showing exactly how it’s done? If you’re like most consumersvideo wins. With an overwhelming 72% of us preferring videos to learn about a company’s products and services, having video content is no longer an option for successful small businesses, it’s a must. 

    While moments worth sharing is a must-have, expensive camera equipment isn’t. Apple’s “Shot on iPhone” campaign proves that standout video marketing can come to life via everyday devices. More often than not, viral videos are captured by the lenses most of us carry in our back pocket. So as you work towards better, stronger video content, know that footage shot on a phone or standard digital camera can be equally moving, tear-jerking or empowering for your audience. 

    It’s no surprise that video content engages virtually every consumer like no other mediumThey’re accessible, easy to digest and provide a source of entertainment. And when people come across something share-worthyyour SMB’s (small and medium-size business) video may even find its way to user’s social feedsWhether a video is uplifting, has a comical twistor simply tells your company’s story, nothing captures our attention like videos. 

    Timing is Everything

    When you’re mapping out video strategy, keep timing top of mind. Think frequency and duration. 

    According to Forbes, how often and when you post videos matters. While posting often boosts ROI, regular schedule leads to even higher ROI. Frequency will of course depend on your business’ capabilities, but the best ROI comes from weekly videos. More importantly though, is the when. Aim to publish videos at the same time, whether that’s once each week or once each month. 

    Regarding length of video content, it depends on the platform and the video’s intended message. You’ve likely heard that the average consumer’s attention span is withering with every scroll. While it’s true people usually won’t sit through longer videos, platform plays a part. It’s recommended that small businesses not exceed these maximums: 

    • Facebook – 15 seconds 
    • Twitter – 15 seconds 
    • Instagram – 30 seconds 
    • YouTube – 2 minutes 

    While these times serve as guidelines, you may have a story to tell that begs for more airtimeIf you do find your content deserving of a longer video, make every second count. 

    Is it on Brand?

    Another ever-important piece of your video strategy is theme. Whichever category you choose, your audience’s interests, wants and needs matter most. Themes mentioned by industry experts include: 

     

    How Other Small Businesses Incorporate Video

    Weekly Insights from Eagle Roofing Products 

    Eagle Roofing Products manufactures highquality roofing solutions for both residential and commercial architectureFindsome & Winmore takes the creative and strategic lead in filming and editing Eagle’s video content. Their Tile Tuesday series follows one of the most crucial components of optimal uploads – posting on a schedule so your audience knows exactly what to expect and when. They are quickly approaching 50,000 views. 

    Weekly Insights from Moz 

    Moz is an SEO software company that was founded in 2004. One of the ways they use video content is via a weekly web series called Whiteboard FridaysDuring these talks, the Moz team covers multiple SEO topics, from new software and tactics to step-by-step guides. The company began the series shortly after its founding and now has millions of views. 

    Services and Features with River Pools 

    River Pools online library is over 100 videos strong. With videos offering users tours of different types of swimming pools and their features, the company has fully realized the perfect concept for video content. In the COVID era especially, consumers need more ways to interact with content virtually. River Pools serves as a prime example of video content that educates the consumer on products and services.  

    Incorporating video makes content more sharable, improves conversion rates and even helps to establish trust and credibility. With every reel, consumers become more confident in their purchase decisions and your small business video sets the stage for understanding, brand awareness and growth. 

  4. Post for the Holidays: How to Celebrate on Social Media

    He’s making his list and checking it twice—has your holiday marketing been naughty or nice? Posting on social media during the holidays (whether it’s a traditional one like Christmas, or a quirky, “trending” holiday like National Cat Day) may seem like a no-brainer, but don’t let your brand fall victim to bad marketing etiquette. Keep the following dos and don’ts in mind when planning your social content.

    6 Dos and Don’ts of Holiday Marketing on Social

     

    Do: Stay True to Your Brand. Celebrating the holidays can be a great way to get creative and engage with your customers. That being said, it’s important to pick and choose the holidays that make sense for both your brand and its audience. For example, celebrating National Cupcake Day would make sense for a bakery, but National Sock Day would probably raise some eyebrows.

     

    Don’t: Force Your Messaging. No matter the holiday, your message should match the tone and style your audience has come to expect from your brand. If your brand voice is typically humorous, go ahead and celebrate April Fools’ Day. If you’re a funeral home, you probably shouldn’t. Content that seems inauthentic, offensive or annoying will stick out like a sore thumb—and nothing makes people hit the “unfollow” button faster.

    Do: Add Value. How can you help your audience celebrate? Think about what you could offer them, how you could educate them, or even just how you could make them laugh. Remember, creating content without value is just adding clutter to an already oversaturated market. Make sure yours helps you stand out from the crowd.

     

    Don’t: Be Tone Deaf. Unfortunately, in an age when we’re constantly being marketed to, it’s easy to lose the true meaning of a holiday. And although self-promotion is perfectly acceptable on days like Cyber Monday and Black Friday, others like Memorial Day and 9/11 Remembrance Day have deep emotional significance. Take a step back to reevaluate your message and decide if your brand should enter the conversation.

    Do: Choose the Right Channel. Not all social channels were created equal, so tailor your content accordingly. If a holiday giveaway is one of your marketing tactics, the same rules might not apply on both Instagram and Facebook. Even more so, if most of your audience is on LinkedIn, it might not make sense to do that contest at all. Be strategic about where you share your message.

    Don’t: Go Overboard. In terms of creating content, holidays are usually low-hanging fruit. But that doesn’t mean you need to have a post for every occasion. Sharing a few posts that are thoughtful and purposeful will have much more of an impact than posting content that seems haphazard. Plus, you don’t want to fatigue your audience with the same type of posts over and over again.

    Whether it’s Valentine’s Day, Christmas or somewhere in between, your holiday marketing should always be an extension of your overall social media strategy. By thoughtfully incorporating these types of posts into your content, you can connect with your audience in new and creative ways. Who knows—it might even put you on the “nice” list. Happy holidays!

     

  5. #Sponsored: Is Influencer Marketing Worth Your Brand’s Investment? 

    influencer marketing

    It’s hard to make a single scroll through Instagram without seeing #sponsored, #ad or #partner pop up on a post. Influencers are everywhere, and MediaKix estimates that influencer marketing is currently a $500 million industry and expected to reach $5 billion by 2020.

    With more and more brands deciding to #collab with influencers, it may seem like working with influencers is a winning strategy. But be warned—influencer marketing isn’t right for every brand. Before deciding to invest in working with influencers, consider the following: 

    • Are you willing to invest more than just money? In addition to monetary costs (which can be substantial), influencer marketing requires time. It takes time to research relevant influencers, determining key messages, reviewing content, campaign management and negotiating agreements and rates. Creating a successful partnership demands both your time and attention.
        
    • What does success look like to you? Just because you strike a partnership with someone who has millions of followers does not guarantee you millions of likes or millions in sales. When it comes to influencer marketing, you have to look at how metrics, such as likes and engagement rates, can translate into increased brand awareness or customer retention.
        
    • Does your company have a story to tell and not just a product to sell? The real value for influencer marketing comes from the emotional connection they’re able to create with their audience and your potential new customers. Your brand needs to be able to “connect the dots” when it comes to answering why your product or service is relevant to the influencer and their audience.

    Whether with money or time, influencer marketing is an investment. But with the right strategy, the value in influencer marketing can extend way beyond a double-tap or click of the “Like” button. 

    If you think influencer marketing is right for your brand, get more from your company’s investment with these tips:

     

     

    Leverage Locals

    Influencer marketing does not mean celebrity endorsements. Most brands can’t afford the half-a-million-dollar price tag of a post from Selena Gomez, plus research suggests it may not be worth that payout.

    According to a study by Mobile Marketer, engagement rates for micro-influencers are much higher than their mega-influencer counterparts. Micro-influencers, influencers with fewer than 100,000 followers, are likely to have more engagement while also being far more budget-friendly. 

    Look into partnering with these more local influencers who directly reach your target audience. After all, it’s these people who already organically interact with your brand and are viewed as a trusted source by their community. 

     

     

    Set Your Own Metrics

    There is no one-size-fits-all approach to influencer marketing, so the results of an influencer partnership will look different for every company. Determine ahead of time what your business’ goals are and what metrics matter to your business to align your campaign goals accordingly. A brand awareness campaign should result in more impressions and traffic while a sales-focused campaign should track conversions from affiliate links or unique promo codes.

     

     

    Develop a Partnership

    Any investment in influencer marketing should be a mutually beneficial relationship. While your business should have key deliverables, you should also be open to feedback and suggestions from your influencer partners. If all goes well, be sure to follow up with a thank you note and keep in touch. The influencer may just continue to promote your business informally and you’ll have an established contact for any future marketing push.  

     

     

    Respect Their Voice

    Influencers have a defined voice and brand of their own–that’s part of the reason they are able to influence their audience’s decisions. Your brand should be willing to let them create content that speaks to their audience. 

    Sam Carrell, the owner of pet-influencer Tinkerbelle The Dog often creates posts of the papitese traveling, eating and exploring popular places but from the dog’s perspective. This provides powerful exposure to smaller-to-medium-sized businesses that she visits. Beyond these smaller businesses, Tinkerbelle has even partnered with major brands, including Sprint. By allowing Sam to stay true to Tinkebelle’s brand, Tinkerbelle’s followers actively engage with the content and many of her hosted trips and event appearances are later picked up national media outlets. 

    While letting influencers take the lead on content can have winning results, the most successful influencer marketing push happens when you work with an influencer who is also directly aligned with the values and voice of your company.

     

    Amplify the Content

    Influencers want brand exposure for themselves, too. Consider sharing their content, tagging them in posts and engaging with them directly in their comments sections. Getting their content noticed by as many eyes as possible is a win-win.

     

    Ultimately, there’s a lot more to investing in influencers than what you see on your feed. It’s not a tactic you can simply throw money at and expect results. It is a tool that demands extensive strategy, goal setting and relationship building, but if done right, can yield big results. Just remember, with the right approach to influencer marketing you can earn the attention and trust of new customers.

  6. Tools of the Tweet: How to Use Twitter for Marketing

    Twitter Tools of the Tweet

    Not all social platforms were created equal. And they definitely don’t play by the same rules. Case in point: Twitter. It’s a fast-moving world of articles, breaking news and memes—all wrapped up in a 280-character limit. But is this a world your brand needs to live in?

    Just because a social platform exists doesn’t necessarily mean you need to participate in it. In fact, it could actually hurt your brand image if you’re not using the platform correctly (and the last thing you want to do is be seen as a social media dinosaur). With Twitter, in particular, you get what you put in. And that means doing much more than sending out one-way messages. 

    So, ask yourself these questions before getting started.

    Should Your Brand Start Tweeting?

    1. Is anyone listening? First things first, determine if your audience is already using Twitter. You want to be where your potential and existing customers are. So, if they’re not on Twitter, your message could fall on deaf ears.
    2. Did you say something? Your message needs to be concise and engaging. Again, Twitter is not the place for one-way messages. The ideal Tweet will start a conversation and spark audience involvement.
    3. Do you have the time? To be successful on Twitter, you’ll need to dedicate some serious time and effort to the platform. With an average lifespan of 15 to 20 minutes, Tweets die faster than your old iPhone’s battery. So, you’ll need to post several times per day in order to be seen.

    If you’ve determined that your brand belongs in the Twitter-verse, that’s great! Now, how are you going to use it to your advantage? Twitter appeals to a unique audience and comes with a specific set of strengths. Here are a few ways to leverage the platform to fit your specific goals.

    5 Ways to Use Twitter for Marketing

    1. Establish your brand voice. Because Twitter users actually want to hear what you have to say (seriously, they’re all ears), it’s a perfect opportunity to establish your brand’s voice. An otherwise “boring” brand has the potential to be more interesting. Take Wendy’s, for example. An audience of over 3 million users follows the fast-food company for its snarky jokes and good-natured roasts—and its stores have seen tangible growth because of that.
    2. Offer customer support. If you sell a good or service, customers could turn to Twitter to ask questions, report concerns or give feedback. By monitoring brand or product mentions, you can see what they’re saying in real time. Capitalize on these Tweets as opportunities to build relationships and show your customers that you care about them. 
    3. Change the narrative. Unfortunately, you might see your fair share of criticism and complaints. But that doesn’t mean you should sit idly by and ignore them. Using Twitter to change the narrative, whether that’s with a “clap back” or an apology, can go a long way.
    4. Start a conversation. Hosting (or joining) a Twitter Chat can help your brand get noticed. It’s an opportunity to show your expertise and thought leadership on a particular topic, and can even help grow your following.
    5. Have some fun. It doesn’t have to be all about business! Merriam-Webster (yes, even the dictionary is on Twitter) uses GIFs, shares quizzes and makes jokes to make learning about words more engaging. Being authentic and humanizing your brand are great ways to connect to your audience.

    Twitter isn’t for everyone, but it can definitely give a competitive advantage to those who know how (and if) to use it. It’s a place where companies can build relationships, establish brand loyalty, start conversations and show some personality, making it a powerful tool to have in your arsenal. That is, if you decide it’s the right tool for your “trade.”

  7. Five Social Media Questions to Ask Yourself Before Pressing “Post”

    Are you ready to hit the ground running with your brand’s social media? Sounds like a breeze, right? You could post everything from an artsy pic of your latte to that cute thing your dog did this morning. Just take a picture, throw on a filter, andfreeze!

    Step away from the “share” button and put your strategy where we can see it.

    Social media is an extension of all your marketing efforts. It may seem simple, but don’t underestimate it. Like on a website or in a brochure, the things you say matterand require just as much strategy. Here are a few questions to ask yourself the next time you go to post.

     

    Five Strategic Social Media Questions to Ask Yourself

     

    1. What am I really trying to say? Your audience will notice (in a bad way) if you’re posting just for the sake of posting. So, take a step back and determine what you’re really trying to say. Are you making a point about your brand? Trying to get your followers to take action? If you can’t come up with an answer, it’s probably time to rethink your post.
    2. Do I really need to say it? If you’re oversharing or overposting, your follower count will take a hit. Being “annoying” or “spammy” are among the top brand behaviors that drive away followers.
    3. Is this consistent with my brand identity? Everything you post, from the image to the caption to your response to a comment, should be consistent with your established brand identity. If not, you run the risk of confusing your audience and diluting your message. Is your brand serious or goofy? Will your followers understand if your caption has technical jargon or youthful slang? Does it make sense for you to use that picture? Maintaining a clear, authentic brand will make your content more memorable and give your followers a better experience.
    4. Do my followers care? Just because you find something interesting doesn’t necessarily mean your audience will think the same. In fact, 41% of consumers have unfollowed brands for not sharing information that matters to them. Before posting, think about who your audience is and why they’re following you. Then, ask yourself if this content falls in line with that. Will the post give them new or interesting information? Will it entice them to take some sort of action? Will they like or share it? Remember, you’re posting for them.
    5. Is this the appropriate platform? Knowing where to say something is just as important as knowing how to say it. To effectively communicate your message, make sure you’re leveraging each social platform appropriately. For example, quick and timely updatesespecially if you’re posting several of thembelong on Twitter. Longer text posts, however, fare better on Facebook or LinkedIn. And Instagram is great for highly visual posts, but not so much for posts that include links to blogs or articles. Figure out how to tailor your post to best fit the platform, and don’t be afraid to skip one if it doesn’t fit.

    When used correctly, social media is an invaluable tool for increasing brand awareness, engaging with your customers, building brand loyalty and more. So, it’s important to invest the time into creating a social media strategy. And if you find yourself walking the line between “post” and “erase,” remember these questions. It’s all about being intentional about your content, staying true to your brand, and giving your customers a reason to follow you.

  8. Facebook Ads: The Truth Behind the (Nearly) Mind-Reading, Audience-Targeting Tool

    Facebook Ads

    A couple of months ago, a few members of our client services team here at Findsome & Winmore attended a social media summit with one of our clients. We were so fortunate to have attended and were able to hear from many renowned speakers in the social media world – one of them being Facebook. Though we had many interactive sessions, one that we found particularly helpful was the Facebook Ads Best Practices session. With over 2 billion new Facebook users each month, and 1 billion of those users part of Facebook’s Audience Network, the platform has become one of the most effective ways to advertise your business online. Advertising with Facebook has an unparalleled ability to target audiences based on interests, age, behavior and location. For small and large businesses, Facebook ads can be a game-changer.

    Figuring Out Facebook Ads

    If you have ever been in your ads manager and quickly become confused or intimidated, you are not alone! Ad Manager is an incredible but complex tool that allows you to set up, manage and report on your Facebook Ads campaigns. First and foremost, it is important to understand that there is a hierarchy for each campaign – campaign, ad set and ad. There are multiple levels, grouped in this same hierarchy that advertisers have full control over to impact overall performance. Setting up your campaign is the first step to the ads creation flow and where you tell Facebook your ultimate business goal. There are a number of options such as traffic, engagement, video views, lead generation, etc. Selecting the correct objective for your business is vital, as the delivery options available to you will be customized to this objective. As an example, the most common business objectives are conversions, lead ads and traffic. Common objectives for branding are brand awareness, reach and video views. The next step in the ad’s creation is targeting. This is at the “ad set” level and where you tell Facebook who you want to reach with your campaign. There are three different categories of targeting on Facebook: core audiences, custom audiences and lookalike audiences.

    • Core audiences are segments available to every advertiser on Facebook and are built off first-party data that users provide, including location, demographic, interests, behaviors.
    • Custom audiences are built off your own first-party data (email subscribers, current client information, website visitors, visitors that have engaged with your content across social platforms).
    • Lookalike audiences are, well, lookalikes! This is a targeting strategy that allows you to find those who look and act most like those in your most valuable audiences. Facebook’s algorithm is so advanced that it can take your core audience and find individuals to target that may not have come to your site, but based on their behaviors, would likely visit if they saw an ad.

    The next steps involve budget and the allocation of that budget. A unique feature that Facebook offers is the “Campaign Budget Optimization.” Essentially, Facebook allows you to assign a campaign budget and gives the algorithm the flexibility to optimize delivery towards the best performing ad set. Pretty powerful stuff. The last and final step of this process is creative. There are a number of best practices that should be considered when determining the overall strategy for your campaign.

    • Campaigns using static images plus light motion video achieved 17% higher conversion lift vs. static images alone. That is supported by Cisco’s prediction (Source: Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2016–2021 White Paper, March 2017) that 78% of all mobile data traffic will be video in 2021. Video is a huge consumer trend and we will continue to see an increase in video consumption over time.
    • It’s important to have a clear message and focus. Engaging, concise copy can capture your audience’s attention more quickly, so stay away from too much text.
    • How an ad looks on mobile is one of the most important aspects to consider when designing creative. The ads should introduce the brand quickly, be shorter in duration and designed to work without sound.
    • Use a combination of text and images to help deliver the message as effectively as possible.

    Next time you are served an ad, realize that it’s not magic, digital voodoo or a team of tech-savvy elves working around the clock at Facebook HQ. No, it is an incredibly robust marketing tool that is well worth the time of marketers and social media mavens. By allowing brands to highly target their ads and set specific goals, most any company on the platform now has the power to reap real benefits from this social media giant.

  9. Facebook Best Practices for Businesses

    Marketing on Facebook continues to evolve before our eyes. With the most recent and seemingly ongoing algorithm changes, agencies and marketers are being forced to roll with the proverbial punches as they navigate the uncertain waters of drafting paid and organic content strategy plans and tactics for each new quarter. Businesses are constantly being challenged to increase followers, foster engagement, (ultimately) generate leads, and stay competitive and relevant amongst the changes that Facebook continues to throw our way. All this in an attempt to justify ROI and ensure that the platform is benefiting the business.

    So, what does it take to succeed on Facebook and see results from tireless efforts and the countless (billable) hours of content development and paid ad spends? Starting with a solid foundation and getting back to basics can help answer this question. Throughout the year we’ll be identifying best practices on each platform to assist in your marketing approach to help put (or keep) your strategy on the right track.

    But first, let’s dive into the top five practices your business needs to master in order to get the most out of Facebook marketing.

    Facebook Best Practices

    • Know Your Target Audience: Utilize Facebook insights or a third-party social media management app to get to know your audience demographic inside and out. Doing so will help you focus on developing content and advertising for those who are most likely to engage with and benefit from your brand.
    • Keep It Short and Sweet: Keeping your audience’s attention is critical. When developing content for Facebook, you want to keep in mind that your sole purpose is to educate, inform and entertain your audience about your brand with the objective of increased brand engagement or conversions. While the Facebook character limit caps out at 500, sources suggest maintaining characters at 100 or less. Let the visuals do the talking through dynamic images and videos. Also, remember to keep the hashtags at bay.
    • Be Engaging: This holds true for both the type of content that you post and when responding to your customers. Asking open-ended questions, posting interesting and fun live videos related to trending topics–these are the cornerstones of content tactics on the platform as they exist today. Being social on social media and communicating with your audience is what develops trust and loyalty, inviting referrals and new customers to buy into who you are as a brand and what you can do for them.
    • Get Out of Your Comfort Zone: Taking chances on social is an approach countless brands are making to differentiate themselves from the competition and garner interest and intrigue. Utilizing the tools that boost organic engagement (Facebook Live, anyone?) will put your brand and spokespeople on center stage to reach your audience in the moment with live chats and behind-the-scenes moments exclusive to your brand. Giving users a sneak peek into what you’re all about humanzies their experience and interaction with your brand.
    • Pay to Play: Even with the recent changes to the algorithm, paid advertising on Facebook continues to be one of, if not the most, beneficial and measurable forms of digital advertising. With over two billion users, the opportunity to develop brand loyalty and awareness and eventually acquire new customers and conversions is staggering.

    Knowing your audience, keeping your messaging concise, engaging your fans, experimenting with live streaming, and dabbling in the Facebook Ads platform are all perfect ways to leverage the power of this social media behemoth. Even through the recent controversies over suspicious data collection practices, Facebook will continue to be a valuable resource well worth leveraging for years to come. With these best practices in mind, your business can craft content that breaks through the marketing filter and reaches fans on a more personal level than ever before.

  10. 3 Tips to Help Your Business Handle the Facebook Algorithm Update

    Facebook algorithm

    Ah, social media. Like death and taxes, social media’s constantly changing nature is perhaps the only other absolute in this life. Though unsurprising, the new Facebook algorithm update is absolutely worth digging into, especially if you promote your brand on the social platform.

    To help guide the way through this substantial update to the top-secret Facebook algorithm, I’ve enlisted two of our digital marketing maestros to help wrap our heads around what this change means for how we market and interact on the platform. Did Zucks (yeah, we’re close like that) and co. hit a home run or strike out? Along with Heather and Robyn, I’ve set out to see if it’s a change worth “liking.”

    Three Ways Your Business Should Embrace the Facebook Algorithm Change

    Quality (Content) Over Quantity

    Anthony Charmforoush, Digital Marketing Manager

    The newsfeed algorithm change comes down to something we have always preached: quality over quantity. Facebook has started prioritizing content that creates “meaningful interactions” between its users. So what does this mean? Long gone are the days of posting in order to fill a feed, and say goodbye to those vanity-likes. Welcome to the age of meaningful engagement.

    If you want to get noticed you’ll have to devote time to creating content that is highly shareable and starts conversations with your audience. Focus on content that is actionable but be careful not be perceived as comment or share baiting. You will want to double down on your audience insights to ensure that your content subject matter resonates with and is relevant to your readers. When crafting content, it is no longer about whether or not a page fan is likely to “like” it but rather, are they likely to comment on it or share it with a friend.

    Facebook has stated that live content is one of the main drivers of engagement on the newsfeed. With this algorithm update, that is even truer. If you’re a brand that can leverage live events then you’re already a step ahead of the rest. If not, you might need to become more creative. Things like hosting a weekly live blog or influencer takeover are just some of the ways that brands like Adobe have taken advantage of the Facebook Live feature.

    With this emphasis on user-to-user interaction, now more than ever, you are driving your own reach on Facebook. This will initially reduce the amount of your brand’s content that is consumed directly on the newsfeed. However, by focusing on creating content that gets your audience talking, you can ensure that your brand is better positioned to overcome the latest Facebook hurdle.

    Influencing the Algorithm in Your Favor

    Heather Britt, Digital Marketing Manager

    As defined by Sprout Social, influencers are “power users who can help your potential customers make a buying decision through social networking”. Influencers can come in a variety of formats, from celebrities to experts to hyperlocal bloggers. Regardless of why, influencers have a wide reach to an audience who is important to you and your brand.

    Traditionally, we know influencers to be pivotal in marketing on Instagram, Snapchat and maybe even through their own blog. However, the Facebook algorithm change has created a new need for influencers on Facebook. Facebook users with a large number of friends or followers can help garner attention for your brand now that brand posts are essentially receiving less exposure in overall Facebook newsfeed reach.

    Here are a few reasons why an influencer’s post could see more reach than a post from a brand page:

    • Real people’s posts are automatically going to reach a higher percentage of their followers than a brand page’s post would.
    • More people trust the opinion of a person, even if it’s a brand evangelist, rather than a branded account.
    • Oftentimes, posts by real people and celebrities create genuine interactions–comments and conversations, likes, and shares. These types of interactions are what Facebook is currently optimizing towards, which will dramatically increase reach.

    If an influencer campaign seems like a lot to take on as a smaller brand, that’s because it is. Finding the appropriate influencers for your target audience is no small task. An easier method for a brand looking to dip its toe into the influencer strategy pool, is to start with a brand evangelist program. Brand evangelism can be as simple as setting up an in-store selfie station (see Riley Rose) or creating a hashtag for your customers to share their experience with. Even brand evangelism will help defeat the Facebook algorithm change blues. While unpaid consumers may not link directly to your brand, you can be assured that there will be additional brand impressions outside of your page.

    Double Down on Ads

    Robyn Guokas, Digital Marketing Manager

    The jury is still out on the effect that the Facebook algorithm change will have on social advertising in the near future, but with brands fresh into 2018, the main questions are: “How will this change affect my business and bottom-line?” and “How can we ensure that our fans and followers still see our content?”

    There is no doubt that Facebook’s main wealth generator will continue to plug along unscathed and could (now) be more important than ever. We are well aware that Facebook has pushed down organic reach to almost zero, and is funneling brands into pay-to-play x 1,000 to achieve meaningful growth and (hopefully) engagement. If you wish to continue to achieve on Facebook, it would be wise to master the art of ads to reach and engage with your community and new audiences–testing, optimizing, and investing in what you know works. With demand high and inventory low, the right fit could take a few tries to get on track.

    Along with website click and conversions, brands would be wise to adapt “brand awareness” as a new and vital addition to their social media marketing vernacular. Diversifying your ad spend and traffic sources to locate your audience through different avenues won’t hurt either.  

     

    What does the new Facebook algorithm change mean for your business? According to the educated opinions of my colleagues and myself, quite a lot. Whether pivoting to social media influencers, putting a new emphasis on quality content or renewing your efforts in Facebook ads, actions must be taken in order to keep your brand up to speed on this rapidly updating platform. Though change is inevitable, the most important thing you can learn from this blog is that you don’t have to fear the change–that is, as long as you’re willing to be flexible with your social media strategy.