Facebook Ads Click-Through Rate (CTR): How To Do The Math

Facebook Ads Click-Through Rate (CTR): How to Do the Math

Imagine you’re running a bake sale. You baked every treat with love, decorated your table to the nines and told everyone you know about it. Plenty of passers-by look at your setup, but they don’t stop to buy anything. Now, you have a lot of cookies left over and no money to show for it.

Facebook Ad engagement works in a similar way. You can make all sorts of noise about your product or service by investing in your Facebook ad impressions. But, if nobody clicks on your ads, was that spending worth it?

In most cases, no.

Unless you’re aiming to raise awareness, a lack of clicks means a lack of conversions.

So, how do you figure out how many users take action on your ads and how many scroll by?

Enter: Click-through rate, AKA CTR.

By understanding what CTR measures and how to calculate it, you can diagnose which of your ads get results — and which ones need more work.

What Is Click-Through Rate on Facebook Ads?

Click-through rate represents the ratio of people who clicked on your Facebook ad (link clinks) to those who viewed it (impressions).

How Do I Calculate My Facebook Ads CTR?

You can figure out your Facebook Ads CTR by dividing an ad’s number of link clicks by its number of impressions. Use this click-through rate formula:

Link Clicks / Impressions = CTR (decimal form)

After doing the math, you’ll get a decimal number. Multiply that number by 100 to convert it to a percentage. For example, if you calculate 0.12 as your result, you have a 12% CTR.

Keep in mind that Facebook Ads Manager will calculate the CTR of an ad for you. This formula helps you conceptualize CTR and can help if you only have access to the link clicks and impressions data.

What Do Link Clicks and Impressions Really Mean on Facebook?

If you dig around Facebook Ads Manager, you’ll see a wide range of terms used to measure your ad performance, including the two key factors behind CTR — link clicks and impressions. With so many other terms, like engagements and all clicks, used in Facebook Ads, what do those two concepts mean according to Facebook’s logic?

Link clicks refer to the number of clicks on the link that you want your audience to visit, including destinations on and off Facebook. In other words, if your ad’s CTA is to message your page, you’ll get a link click when someone clicks on the button to do so. The nature of your destination or clicks on other parts of your ad will not skew your link clicks statistics, making it ideal for calculating CTR.

Impressions count as the first time an instance of an ad appears on someone’s screen. As the Facebook Help Center explains it, you’ll get one impression if someone scrolls past your ad and scrolls back up and two impressions if the ad appears two separate times in the same day.

December 19, 2018December 17, 2018

Promote Your Event on Facebook

This article (that I wrote) was originally published on Social Media Examiner.

Do you use Facebook Events to promote your events?

Wondering how to use Facebook ads with your Facebook event?

In this article, you’ll discover four audiences I use to successfully promote events on Facebook.

But first, you need to make sure your event is set up properly. If you’ve nailed this part – skip to number 5.

#1: Set Up Ticketing for Your Facebook Event

You want to make it as easy as possible for people to buy tickets to your upcoming event, and there are a number of platforms that integrate with Facebook event pages for onsite ticket sales like Eventbrite.

If you’re using Eventbrite to host your ticket sales, you can integrate it into your Facebook event so people can buy tickets without leaving Facebook. It’s best to set up your Eventbrite event before you create your Facebook event, but it can also be done afterward.

Before you launch your Facebook event, make sure you add your Facebook pixel (and any other tracking) to Eventbrite to capture data you can use for retargeting. After you set up your event in Eventbrite, click the Manage tab and navigate to the Tracking Pixels section.

In Eventbrite, click the Manage tab and navigate to the Tracking Pixels section.

Next, click Facebook Pixel and enter your pixel ID and other details.

While you’re here, you can also add other tracking such as Google Analytics. You can never have too much data!

In Eventbrite, click Facebook Pixel and enter your pixel ID and other details.

Once your Eventbrite event is set up with all of the appropriate tracking, you can publish your event and add it to Facebook. Eventbrite will most likely prompt you to do this and guide you through the process.

Once your Eventbrite event is set up, publish it and add it to Facebook.

If it doesn’t, you can manually do it. On the Manage tab, click Invite & Promote and select Add to Facebook from the drop-down menu.

On the On the Eventbrite Manage tab, click Invite & Promote and select Add to Facebook from the drop-down menu.

Either way, you’ll need to select the event and choose the Facebook page to host the event. You must be an admin of the Facebook page you’re using to host the event.

In Eventbrite, select the event and choose the Facebook page to host the event.

Once you’ve done this, click Add to Facebook.

Your event will now be added to your page and also appear as a post in the news feed. This is what the Facebook event will look like to you as an admin:

This is what the Facebook event page will look like to you as an admin.

If your page and event are eligible, your attendees will be able to use Facebook’s own checkout experience, as shown here. You want to make it as easy as possible for people to buy tickets to your upcoming event!

#2: Add the Venue and Sponsors to the Facebook Event as Co-Hosts

Adding co-hosts to your Facebook event will allow them to post in the event itself. When you post content, users who’ve responded to your event will get a notification. This will keep the conversation in one place (making the most of the notifications) and allow the appropriate people to answer any queries about your event.

To add co-hosts’ profiles individually, you must be friends with the person, or you can add pages.

You can add co-hosts when you initially set up the event or after you’ve created it. To add a co-host to an existing event, click Edit on the event page.

To add a co-host to an existing Facebook event, click Edit on the event page.

You or other stakeholders may want to display the event on your Facebook pages. This is easy to do, and it’s a good idea to add the event to any relevant pages so there are no duplicates.

If you’re an admin of the stakeholder pages to which you’d like to add the event, click the three dots button at the top of the event page and select Add to Page.

Click the three dots button at the top of the Facebook event page and select Add to Page.

In the drop-down menu that appears, choose your page.

If you aren’t an admin, you or your stakeholders can still add the event to your pages in a similar way. Go to the event, click the three dots button, and select Add to Page. When prompted, choose a page from the list of available pages.

Go to the Facebook event, click the three dots button, and select Add to Page.

#3: Tips for Posting on the Facebook Event Page

The Facebook event page can be a busy place. You want to make the most of it because this is a captive audience of people either attending or considering attending your event.

But you also don’t want to overdo it and annoy your audience, so take advantage of the new ability to schedule posts to the Facebook event wall.

Schedule a post to the Facebook event wall.

To encourage people to attend, tell them what they can expect on the day (or night) of the event. For instance, if you’re running a seminar, share some information about the speakers.

You might also inform people about facilities and services available at your event. To illustrate, post parking information, a venue map, transport, dietary information, and payment methods.

#4: Get Your First 15 Facebook Event Attendees

You can pay to promote your event only if 15 people at minimum respond that they’re attending. So how do you get your first 15 attendees? Facebook will suggest people who are your friends who also like the host page as a first option.

But you can invite any of your friends. Do this sparingly, though, and only invite people you genuinely think would want to attend your event.

Facebook will suggest people to invite who are your friends who also like the host page as a first option.

You, your sponsors, the venue (if appropriate), and the speakers (if it’s a conference or seminar) should all share the event to your respective pages. Also share your event with any relevant Facebook groups, your customer database (be mindful to remain compliant with privacy laws in your region), and any lists of past attendees if this is a recurring event or your business has hosted similar events before.

If your event is interesting, well described, has good clear imagery, is held at a time and place people can easily commute to, and is a reasonable price, you shouldn’t have any trouble getting these first 15 “going” responses. Then you can use the power of Facebook ads to ramp up your event promotion!

#5: Create 4 Custom Audiences to Target With Facebook Ads

When you set up targeting for your Facebook campaign to drive ticket sales for your event, it’s important to split test the creative, copy, call to action, and so on, as well as the audiences themselves. Interest targeting will work in some cases, but your best and safest audience to get some purchase conversions is with four main custom audiences. Let’s walk through how to build them step by step.

Your Current Customers + Lookalikes

If your business is hosting an event, it’s likely highly relevant to your customers. Provided your customer data has been collected with permissions to be used for marketing (check your local laws if in doubt), you can upload the customer data to Facebook to create a custom audience.

To do this, open Business Manager and select Audiences in the Assets column.

Once you’re in the Audiences section, click Create Audience and select Custom Audience from the drop-down menu.

In the Audiences section of Business Manager, click Create Audience and select Custom Audience from the drop-down menu.

Next, you’ll see a list of options on which you can base a custom audience. For this audience, choose Customer File so you can upload your customer data.

choose Customer File so you can upload your customer data to build your custom audience.

To create your audience, your options are to upload your customer database as a .csv file, cut and paste data from it, or import the data from your MailChimp account.

For this example, select Add Customers From Your Own File or Copy and Paste Data.

Next, specify the origin of the data, upload your file, and give your audience a name. When you’re finished, click Next.

Specify the origin of the customer data, upload your file, and give your custom audience a name.

Facebook then maps the data to the available identifiers. In the image below, there are four mapped data fields: First Name, Last Name, Email, and Phone Number.

If everything looks okay, click Upload & Create and the list will start populating.

There are four mapped data fields: First Name, Last Name, Email, and Phone Number.

Facebook hashes the data so it can’t be hacked or stolen and used to identify your customers. You’ll see the message below if the upload is successful.

The next step is to create a lookalike audience. When you do this, Facebook will select an audience to target based on commonality with your current customers from the original database. When you see the page shown below, click Create a Lookalike Audience. You’re then prompted to choose a region and click Create.

Now you have your first custom audience and lookalike audience to use in your campaigns!

After you audience data is uploaded to Facebook, click Create a Lookalike Audience.

Previous Attendees + Lookalikes

If you’ve held this event before or it’s similar enough to a previous event that the same people will be interested, you can create a custom audience (and subsequent lookalike audience) of your previous attendees.

Follow the same steps outlined above, but this time, use your database of previous event attendees instead of your customers. Make sure you name this audience in an easily identifiable way, so you can compare their performance metrics later and not get confused.

Also create a lookalike audience. This audience will include people who have matching attributes to your previous attendees, which can be an effective way to target your campaign.

People Who’ve Engaged With Your Event + Lookalikes

It’s likely there are people who are interested in going to your event and have looked at your event page, but haven’t yet purchased tickets. Because they’ve indicated interest in your event by engaging with it, you can create a custom audience based on this engagement and use it in your campaign.

Start the process in the same way as the custom audience you built from your customer database. When you reach the How Do You Want to Create This Audience screen, select Engagement.

When you reach the How Do You Want to Create This Audience screen, select Engagement.

Next you see the options for creating a custom audience based on engagement. Choose the Event option.

Choose the Event option for your engagement custom audience.

Then you see the audience creation window. Here you can choose options for the level of engagement people have displayed in your Facebook event, select a time frame for that engagement, and exclude anyone you don’t think is relevant from your audience.

Because Facebook will only let you use these audiences in campaigns if they’re large enough (you need 1,000 people to meet the criteria), you may need to experiment to find one that will match your needs.

If you have a large-scale event, you can make these conditions quite detailed. However, if you’re a smaller business with a more locally focused event, keep them fairly broad so enough people have performed the necessary engagement to be added to the audience.

You can create as many of these audiences as you like and choose which ones to use later once they’ve populated and have a size indicated.

For this example, create your audience based on people who responded “Going” or “Interested”, but exclude people who have already purchased tickets.

Create your custom audience based on people who responded "Going" or "Interested" but exclude people who have already purchased tickets.

Once you’ve created this custom audience, you’ll be prompted to also create the lookalike. As with the previous audience segments, it’s a good idea to do so and test this audience in your campaign.

People Who’ve Engaged With Your Facebook Page or Instagram Account

As with the above custom audience based on engagement with your Facebook event, you can also build audiences based on engagement with your Facebook page and Instagram business profile.

If you’ve been posting relevant and engaging content on your brand channels that align with the event theme, it’s likely people who’ve engaged with you will be open to hearing about your event.

As with the previous audience segment, start by going to Audiences to create a new custom audience. When you’re asked how you want to create this audience, choose Engagement again and then select Facebook Page.

Select Facebook Page for your engagement custom audience.

Now you need to specify the criteria people will need to meet to be included in this audience. Because this audience will include people who have engaged with your page but not the Facebook event page specifically, choose a relatively non-passive action such as engaged with a post, clicked a call-to-action button, sent a message, or saved a post. These are the more active interactions a user can have with your page.

As with the Facebook event engagement audience, you need to make sure the audience size is large enough to run. If you have a high level of engagement on your Facebook page, you can afford to be more specific about your criteria. If your engagement is lower, you’ll need to be broader.

You can, of course, create multiple audiences with different parameters and split test each one if you like.

Specify the criteria people will need to meet to be included in this page engagement custom audience.

Unlike the other custom audiences, I don’t use the lookalike option here. I don’t find that people who “look like” they engaged with your Facebook page have enough intent to purchase an event ticket. However, if you think this will work for your page, create the lookalike and add it to the mix!

Next you can build a similar engagement custom audience with your Instagram business profile. Note that you can’t create this type of custom audience for an Instagram personal profile. It needs to be an Instagram business profile that’s connected to your Facebook page and Business Manager account.

As with the Facebook audience, create a new custom audience based on engagement, but this time select the Instagram Business Profile option.

In the audience creation window, you can choose a specific time period and certain parameters of engagement with your business. Again, you need that magical minimum number before this audience can be used in a campaign. Depending on the level of engagement for your Instagram account, adjust the options accordingly.

Remember that this audience will only serve you if the content you post on your Instagram aligns with the core purpose of the event.

Always Exclude Purchasers

When running a Facebook campaign, it’s often more important whom you exclude from your targeting than include. To maintain a high relevance score and low negative feedback (which affect the cost of your campaigns), make sure the audience that sees your ads is open to the messages contained in them.

If someone has already purchased tickets to your event, serving them ads to get them to buy tickets is wasteful. So how do you exclude ticketholders? There are a couple of ways to achieve this.

First, you can pull an event database daily and create a custom audience as in the first example, but this time made up of people who already have tickets. Then when you build your ad targeting, select this audience to exclude. While this tactic is very accurate, it can be a bit time-consuming because you have to constantly create and amend your ad targeting.

The easier way is to use your website and pixel data. Using the URL displayed when a ticket purchase is completed (whether that’s a thank-you message, receipt, or confirmation pop-up), create a custom audience based on website traffic to exclude people who have already purchased a ticket.

When you create this custom audience, select Website Traffic.

Create a Facebook custom audience based on website traffic

In the audience creation window, set the parameters of your audience based on website activity including pages viewed and time on page.

In the example below, once a purchase is processed, the user is sent a unique receipt URL, but all of the URLs “contain” the “/receipt/” parameter. If you have a specific landing page for the purchase confirmation, you would select URL Equals and paste the exact URL into the box.

Finally, name your audience and add a description if desired. Then click Create Audience.

In the audience creation window, set the parameters of your audience based on website activity including pages viewed and time on page.

And there you have it: four audiences to target and one to exclude. When you set up your campaigns, you can split test these audiences until you find the ones that have the lowest cost per action and scale them. Any non-performers can be stopped at any time, although I recommend giving them enough time to optimize (at least 3 days).

To manage this process (which looks like a lot of work, but is very quick once you get the hang of it), it’s helpful to create all of your audiences first and leave them overnight to populate before you create the ad campaign.

#6: Create Your Traffic/Conversion Funnel

Events are fun! People like attending them, so as a rule, they don’t need a particularly complicated sales funnel. But like any Facebook ad campaign, the people most likely to complete a purchase conversion are those who’ve already performed the preceding action.

For instance, if you’ve used custom audience targeting to attract traffic to your website with either Link Clicks or Landing Page Views objectives, you’ll get some sales right away, even from cold traffic.

Some people will be excited about your event and won’t hesitate to buy tickets. But events can be expensive to run, so you’ll likely need more than these organic ticketholders to make your event a success. This is where retargeting comes in as you move users down the funnel.

The audiences you’ve made that include your customers, people who’ve engaged with your Facebook event or social media channels, and people who’ve attended your previous events are all considered warm traffic. They know who you are and what your brand is about.

Many people in the lookalike audiences you created (and any interest targeting you may use) are potentially cold traffic. They haven’t heard of you, they don’t know what you’re about, and they’re less likely to attend a business event you’re hosting.

With event marketing, you often don’t have time to build traffic in a phased campaign approach like you would with other types of campaigns. So you need to keep your funnel simple and let the retargeting do the heavy lifting with the engaged audiences.

Once people have visited your website, found out more about the event, and demonstrated an interest in attending (in other words, have been warmed up), make sure you serve ads to them on Facebook and Instagram.

The most cost-effective way to do this is to run a Facebook ad campaign specifically for people who added tickets to their cart but didn’t check out. They’ve shown the highest intent to buy, and therefore are your lowest hanging fruit in the funnel. You can target this bucket of users with the Conversions objective.

Target this audience with the Conversions objective.

Simply target traffic that’s added to the cart (which you know from the Facebook pixel) and exclude the purchasers (as explained at the end of section #5 above). Then all you need to do is wait for it to optimize and see if it’s going to convert at an acceptable cost. If so, scale up the spend because more money in equals more money out.

If not, analyze the results. Put yourself in the buyer’s shoes and work out what stopped them, and either fix it or find a way around it.

Who else can you target with Conversions ads? Potentially your current customers and previous event attendees who will start at the middle of the funnel, bypassing the cold traffic stage.

What other objectives might you run? Engagement ads in the form of Event Responses. Remember how valuable the wall of your Facebook event page is? And if people engaged with your Facebook event, they’ll fall into your retargeting bucket.

And if your event has door sales available and your budget allows, run Reach objective ads to the local community that fit your event demographic.

There will always be people who don’t want to be locked in and prefer to buy tickets on the day of an event. If they’re aware your event is on, you still have a chance that they’ll attend. If you choose the Reach objective, you can easily cap the frequency and reach of the campaign to avoid annoying your audience.

Click here to find answers to 10 questions marketers ask about creating, promoting, and managing successful Facebook events.

What do you think? Do you use Facebook ads to drive ticket sales for your event? Have you created some of these custom audiences? What tips can you offer for promoting your event on Facebook? Please share your thoughts in the comments below.

November 29, 2018November 29, 2018

Facebook Ads Manager Vs Boosting Posts

Which is better?

Anyone who runs a business knows they must have a brand presence on Social Media to reach new segments, support existing customers and be part of the conversation happening around their brand and the wider industry they’re a part of.

And something else that’s abundantly clear is that organic reach just isn’t what it used to be. Once upon a time, you could post on your business page and your fans had a good chance of seeing it in their newsfeeds.

Both Facebook’s big Social platforms (Facebook and Instagram) have been declining organic reach for brands for some time, meaning business owners who want to generate higher reach have been opening their wallets.

But this isn’t the only reason people choose paid distribution methods. It may be that your target audience is quite specific, requiring a more targeted approach that organic Social posting can achieve.

Or perhaps you’ve created some amazing content, why take the risk of minimal exposure?

Get it out there!

If your video auto-plays in the forest, and no-one is there to read the captions – did it even play at all?

Deciding to promote your content isn’t the hard part, but how to do it effectively can be confusing. So let’s look at the difference between Ads Manager and Boosting Posts!

There’s a little bit of jargon to learn when paying to distribute your content on Facebook (and Instagram) and the first thing is that Boosting Posts and Sponsoring a post via Ads Manager are quite different.

Facebook Boosted Posts

Facebook’s defines a boosted post as:

“…a post to your Page’s timeline that you can apply money to in order to boost it to an audience of your choosing. This is the simplest way to advertise on Facebook.”

Boosting a Facebook post is straightforward as pressing the blue “Boost Post” button under the post you’d like to put the budget behind and following the prompts.

Boosted Posts start off as organic posts – and have budgets applied.

Facebook Ads Manager

Running ads via Facebook Ads Manager gives you more control over your campaign.

Facebook describes it this way:

“Facebook ads are created through Ads Manager and offer more advanced customization solutions. There are many advertising objectives to help you reach your specific business goals and the audiences you care about most.

Where a boosted post may initially optimize for Page likes, comments, and shares or overall brand awareness, Facebook ads can optimize for app installs, website conversions, video views, shop orders and more.”

Running Ads via Facebook Ads Manager requires an Ad Account, preferably set up inside a Business Manager account set up for your business.

You’ll get access to more robust targeting, more features, and greater support from running ads this way.

Running ads via Ads Manager means they don’t ever display on your page itself unless you deliberately share them there.

Here’s a breakdown of the other differences.

Image credit: Social Media Today

Running ads via Ads Manager will give you access to many objective options, under 3 main headings.

Awareness:

Brand Awareness
Reach

Consideration:

Traffic
Engagement
App Installs
Video Views
Lead Generation
Messages

Conversions:

Conversion
Catalogue Sales
Store Visits

Boosting posts will only give you 3 ad objectives; website visits, Engagement and Messages.

So now that we know the difference, which is better?

It depends exactly what you want to achieve.

Facebook explains it this way:

“It’s important for any business to identify exactly what they’re hoping to achieve with an ad.

For example, if you want audience engagement on your Page or to develop your brand awareness, boosting a post is a great way to maximize visibility and grow your audience.

To create more advanced ad types and campaigns, use Ads Manager.

In almost all instances, running ads via Facebook Ads Manager is preferable to boosting posts.”

Boosting Posts is certainly quicker, easier, and requires a less steep learning curve.

But there’s only 3 times I’d ever use it myself

If I wanted my content to only be seen by people who already like my page

Seems counterintuitive, but if you were offering a promotion or discount to your page fans only the most effective way to do this is via a boosted post to current fans of your page.

If you already have your Facebook Custom Audiences set up in Ads Manager

You can access your Custom Audiences and Saved Audiences in your Boost Post options if they have already been created in your Ads Manager. This way you have the same targeting options, and it’s quick and easy to promote your post on the go.

For Social Proof on your Ads

If you’re going to run an ad that’s possible to do as a Facebook post (E.g. Engagement, Link Clicks) you can create first as a post on your page, and Boost to build up reactions, comments and other Social Proof before running as an ad via Ads Manager.

In all other instances I’ll take the extra objective and targeting options of Ads Manager any day of the week!

The other point to note with Boosting Posts is that it’s only effective if your post meets certain parameters.

If your post has performed well organically
A clear call to action – don’t leave people confused over what to do
It’s relevant, timely and optimised for your target audience

Boosting a post that doesn’t have these factors is a complete waste of your Facebook Ads budget!

Ads Manager Advantages

Controlling who sees your ads (and who doesn’t) is one of the main attractions to advertising on Facebook – not using this targeting to its full potential isn’t making the most out of your Facebook ads budget.

Not only is it counterintuitive to use the more limited targeting of Boosted Posts, but placement options are incredibly important to running successful Facebook ad campaigns. Placements determine where your ad is displayed. Will your target market be more likely to be compelled by your ad in Messenger, on Instagram Stories, or Facebook’s mobile newsfeed?

Something else that’s important to achieving a return on ad spends (ROAS) is split testing – which you can’t do with Boosted Posts. How will you know which creative works best, what copy inspires people to click, which placements are most effective if you can’t split test them?

Plus, Ads Manager can do almost everything Boosted posts can do!

In fact – following this process will give you the same result as a Boosted Post (for the Engagement objective) but with more robust targeting options:

In Ads Manager, click the green “create” button and select “Engagement” as an objective
Choose “Post Engagement”
Define your Audience, Placements and Budget
Click the drop-down menu to designate a pre-existing post
Confirm & launch

This method generates better results, at a more cost-effective rate. Go ahead and put it to the test – I’m confident you’ll appreciate learning how to promote a post on Facebook using the platform’s Ads Manager tool.

Using Facebook Ads Manager to run your advertising is a lot to get used to, but when you’re going to be paying Facebook to find your target audience isn’t it worth spending some time familiarising yourself with the platform that’ll get you the most bang for your buck?

I’d love to know what you think! Drop me a comment.

This article was originally published on SavvySME

August 5, 2018

How To Reap The Benefits Of A Content Marketing Strategy

Content Marketing can have some incredible benefits for your business

But a lot of people still underestimate the value of Content Marketing, or indeed don’t fully understand what it is or why they should invest in bespoke content.

So let’s start by working out exactly what it is!

CONTENT MARKETING – a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

But I prefer Content Marketing Institute’s definition:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Especially the line following that definition which says “Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.”

So Content Marketing is a way to talk about your products or services in a way that’s audience first and user driven. It’s less about you, and more about them – a good place to start.

What can be content?

Anything your audience can consume can be content.

Blog posts
Video & Slideshows
Graphics & Animations
Podcasts
Quizzes
Ebooks & Whitepapers
Resources & Workbooks
Playlists
Q&A or AMAs
Facebook/Instagram Live
Branded Filters & Camera Frames

And the list goes on!

The type of content you create for your Content Marketing efforts will depend completely on your audience and objectives.

Great Content Marketing can have a multitude of benefits to your business, let’s look at some of them.

Traffic & Search Results

Everyone wants more traffic to their website, or at least more qualified traffic. When you publish or host quality content on your site, people hit your site to consume it. And you know they’re more than likely interested in your product or services because that’s what your content (even if loosely) relates to.

When you offer something of value to your audience, they’ll come to you. This is the complete opposite of traditional marketing where you go to where they are and interrupt them. If you content is strong enough and valuable enough you might not even have to pay to promote it. You can publish it, and let people come to you in their own way and their own time.

Here’s a great example – Jon Loomer’s Facebook Image Dimension Guide. In case you don’t know who Jon Loomer is he’s a Facebook Ads heavy hitter who runs online training and a couple of membership clubs for exclusive content. In fact, everything Jon does is an example of excellent Content Marketing.

I read in one of his emails a while back that this page on his site is the most visited. It comes up if you Google “Facebook Image Specs” and in creating it, he knew that anyone who visited that page was looking for information on how to optimise their creative to best display on Facebook.

Whether they were marketers, or business owners, or entrepreneurs – they all had that in common. And they were coming to him. For free!

Imagine you’re in a competitive niche; all clamoring to get to the top position in a Google search, but your content – perhaps a simple “how to” video is what people are visiting? That’s YOUR brand getting ahead. Standing out without pushing people away with a hard sell.

We’ll talk more about what you can do with this traffic in a sec.

Brand Awareness & Recall

Word of mouth is still an incredibly powerful way to get your business noticed, and you’ve probably heard the phrase “word of mouse” said too. It’s so important to be known and remembered.

How can people use your services if they don’t know who you are?

How can they recommend you to their friends if they can’t remember your business name?

Create content that resonates with your audience and they’re more likely to remember you. And if they hadn’t heard of you before it’s an even better way to make them aware of your brand!

The idea is that it’s not only valuable enough for them, but sharable as well. Any time you can get people to share your content as a brand you’ve allowed them to represent you and vice versa. They’ve thought whatever you created was good enough for them to put their name to and pass along to their friends and colleagues.

And with Content Marketing you can do this without the rude interruption of more traditional types of advertising.

Brand Affinity & Loyalty

Something else you can achieve with Content Marketing is affinity from your audience, and loyalty from your current customers.

This isn’t just touchy-feely (not that there’s anything wrong with that) but in a crowded market you want people can choose your brand, over others and their affinity for what your brand stands for could be the deciding factor. But they can’t do this unless they know what your brand MEANS.

You content can explain your brand positioning, and win your audience over into fans and purchasers.

Tell your brand’s story and let your audience fall in love with you.

Then once you’ve earned their support you want to retain them!

Great content can remind people why they choose you and not your competitors. It can help deepen the relationship they have with your brand and make them less likely to stray.

Audience Segmentation

Content Marketing can help you segment your audience and only show them what they want to see more of.

You can track and tag pages of your website and/or individual pieces of content, to build audience pools from your different content themes into remarketing segments.

That way when you pay to promote a new piece of content you can target the people who’ve consumed similar content. Facebook targeting allows us to differentiate traffic that’s visited certain pages of our website and not others, and also people who’ve spend a certain amount of time on a particular page so we can serve ads to people who interacted with particular content this way.

It’s the same concept ecommerce stores use when they offer you similar items to the ones in your cart. They know you like xyz product with certain attributes, it follows you’ll like other products with similar attributes.

This segmentation keeps your audience seeing the content that resonates with them, and prevents them seeing content themes that may not.

Funnel Content

If you have a sales funnel you need to fill that funnel with content.

This content needs to be relevant to the audience AND their buyer journey.

Content Marketing can attract people to your brand and fill the top of the funnel.

And it’s especially important during the consideration phase (middle of the funnel) to make sure people choose your brand over your competition.

Thought Leadership

Content Marketing can position you (as a personal brand) or your company as the thought leader in your niche.

Great content will ensure your fans know you’re the “go to” source for information on your product or industry and give you an edge over your competitors, just like in the Jon Loomer example.

Business Opportunities

Checking the data from your Content Marketing efforts can point you in the direction of new business opportunities.

If you’re looking at expanding or even narrowing your offerings, the data on which content your audience consumed can help you refine your business to offer what has most resonated with your target market.

Content Marketing & Social Media – BFFs

Why am I telling you about Content Marketing?

Because Content Marketing and Social Media are BFFs. Your content can be distributed on Social Media, and content themes can be established based on your social posting.

Think about your most popular Social Media posts – what were they about? What can you learn from this to inform your content offering?

Social Media gives us the power of community for our brands, and it also allows us to target with a high level of accuracy people we want to reach beyond that community where we know our content will resonate.

So put some thought into your Content Marketing efforts and invest in some quality creators if it’s not your thing. The work of an excellent copywriter, graphic designer or videographer will elevate your content and you’ll reap the benefits.

But make sure to leave some money in the budget to ensure this content sees the light of day with the people you made it for.

Do you invest in Content Marketing?

What questions do you have about content?

July 11, 2018July 12, 2018

TL;DR | 2018 Yellow (the artist formerly known as Sensis) Social Media Report | Part 2

Part 2 – Getting Down to Business

I was going to call it report-ier in reference to Die Hard – but decided not to. Anywho, part two of the Yellow Social Media Report is out and I’ve got to say it’s really got 3 main takeaways. If you missed my wrap-up of Part 1 you can read it here.

I could drag it out and fill this blog post with all manner of stats and insights, but unless you’re a Social Media Advertiser you’re probably not going to be interested. So I’ll keep it on-topic 🙂

So what are we talking about then?

Well I didn’t say there wasn’t anything valuable in it! After reading the Yellow Social Media report and thinking on it for a couple of days, and re-reading it there really are only 3 pieces I think you need to know.

1. More Than Before

Quite simply, there’s more businesses than ever with a Social Media presence.

The Report states that for small business it’s 51%, medium is 58% and large is the highest with 85%.

On average 90% of these have Facebook, and they are optimistic about Social Media’s ability to effect their business with 6 in 10 believing it will increase their sales between 11%-16% in the next year.

2. Adding It Up

According the the Yellow Social Media Report, Australian businesses are spending more on ads, with 52% of respondents declaring they have used paid social and 9/10 reported they had run Facebook Ads.

1 in 3 small businesses are using Social Media advertising, and with medium and large businesses this increases to 1 in 2.

3. We’re Coy About ROI

The findings of the Yellow Social Media Report point to the fact that we don’t really know how to measure our ROI – or return on investment. Which is pretty bad tbh…

Only 21% of small business, 32% of medium and 35% of large businesses measure their ROI!

That’s an average across the business segments of 29%, so only around a third of businesses are actually calculating if the money (and time) they put into their Social Media is making a return.

WOW.

And the ones who do measure their Social Media efforts are looking at likes, followers and subscriber numbers to indicate success – not sales.

But nevertheless they’re saying they’ll spend the same if not more in the coming year…

It’s also outlined in the report that half of businesses Social Media budgets go to paid ads, 1/3rd to content and the rest to management of the platforms – which are overwhelmingly managed in house.

What else?

I did say there were only 3 main takeaways, which I’ve covered – but there’s a couple of minor ones.

One is that interestingly businesses are posting less often than previously recorded (probably due to algorithmic changes making their posts seem less effective) and that businesses are stating that most of the traffic to their Social Media platforms come from the company website.

Which means you need to check your site’s Social Media icons are working, and your Facebook pixel is up and running to track your website users’ journey.

That’s It…

I hope this has been useful and has saved you reading the 30 pages of the Yellow Social Media Report for yourself.

There’s a lot more stats to pour through if you’re inclined, you can read the Part 2 in full here.

July 2, 2018

TL;DR | 2018 Yellow (the artist formerly known as Sensis) Social Media Report | Part 1

A Yellow rose by any other name…

The much-loved Sensis Social Media Report has changed its name. It’s now the Yellow Social Media Report. But what’s in a name? It’s still going to give you the same delicious stats and facts as always, just with a brighter background.

If you’re into Social Media, or data about the way businesses are using it, this report has something for you!

For the last 2 years I have brought you a TL;DR (Too Long; Didn’t Read) summary of the report, and it’s always one of my most-read posts! This year I’m doing it again. I’ll highlight my main takeaways of the report from my opinion as a Social Media practitioner in regard to the way Western Australian’s and WA businesses are using Social Media.

Why the Yellow Social Media Report?

Why do we love this report so much?

The main reason the Australian Social Media community gets excited about this particular report is because even though there’s a LOT of data out there, it can be tough to find anything that reflects an Australian audience. We’re a big country with a small population and we just aren’t like anyone else.

Another reason is it’s incredibly important to stay up to date in this fast-moving industry. Trends shift in the blink of an eye, and as a Social Media professional (or a small business owner looking after your own businesses Socials) you need to keep up with usage trends to get the best from your efforts.

The Yellow Social Media Report has been asking (mostly) the same questions for the past 7 years, so it’s become somewhat of an authority piece.

Start to Finish

Did you know that the first thing nearly 60% of Australians do every day is use Social Media? It’s how they finish their day, too! I know I’m in that 60%…

62% of Australians use Social Media daily to connect to friends and family – and 60% open their Social Media more than 5 times per day, across an average of 3.5 “internet connected” devices.

Mostly we’re there to connect with people we know – but 44% of Aussies follow brands on Social (up from 25% last year) and they are using your presence to find out more about your business and check your reviews.

Facebook – STILL not dead.

People tell me Facebook is dead. Or that it “doesn’t work for my business” but maybe you’re not giving your audience what it wants, because it’s the most widely used Social Media platform in Australia – consuming an average of 10 hours per week of our time.

94% of Western Australians surveyed use Facebook, and it’s the same as last years result, despite people saying they’re going to #deletefacebook. This is also way out in front of second placed YouTube at 44%.

Message Me

It’s the same when we move to private messaging services, with Facebook Messenger coming out way in front in WA 79% for Messenger and 30% for Facebook’s other messenger option – WhatsApp. None of the others even came close.

Yellow Social Media Report - pic 2 — These are the Australia-wide figures

Live and let LIVE

Us sandgropers are not really embracing Facebook live – with 79% saying they have neither watched nor published a Live broadcast. Are we a bit behind? A bit camera-shy? Maybe we’ll catch up in next years report…

Tell it like it is!

We’re also behind all other states when it comes to publishing Snapchat, Instagram & Facebook Stories with 74% saying they have never published a story on the 3 channels.

Down to Business…

Why do we need to know all this stuff about how people use the platforms? Because it’ll help us as brands get our messages seen and acted on most effectively.

33% of us check out a brand’s social media presence before making our first online purchase from them. WHat if there’s nothing there when they look? Or something old and out of date? Not a good look!

40% of West Aussies said they had provided an online review (we’re the second last state for this – coming in last is SA) and people from the ACT shared the most opinions with 52%.

Only 12% of WA folks said they stopped following a brand in the past year. Mostly they did this because their content was irrelevant or unappealing – or they just posted too often.

Western Australians aren’t very trusting of news on Social Media, with only 20% trusting news on Social Media or news their friends posted on Social Media. We prefer our news on the news, thanks.

We’re also the state who cares least about likes, and the least likely to check our phones while eating with family and friends, so that’s good news.

So there you have it – that’s the Part 1 wrap up – Part 2 of the report should be out soon, letting us know more about brands and businesses use of Social Media.

What did you think of my wrapup of the report? Or the Yellow Social Media Report itself? Any surprises?

Want more? You can read the full report here.

January 20, 2018January 21, 2018

Facebook Apocalypse | Actionable Tips To Negotiate The Fallout

Facebook set it’s house on fire by changing how the newsfeed works – so what do we all do now?

There’s some things in Social Media Marketing that will always be true. I’m going to start with those, as many publishers and brands will really need to go back to the basics to make sure they are still reaching their audience.

These are simple, but often overlooked and there’s only 3 main ones…

1. Strategy

What do you WANT from your Facebook activity? What does success look like for your accounts?

Is it sales, brand awareness, leads, customer service?

Think about what you actually want to achieve by being on Facebook in the first place. What’s the best way to achieve your goals, bearing in mind Facebook is saying they will be preferencing “meaningful” content that evokes deeper thought and attracts long comments.

I’ll outline a few formats I think will still be viable under this newsfeed change in the next section.

2. Audience

Your Facebook page isn’t for you.

Let that sink in.

It can be ABOUT you, but it’s supposed to be for your AUDIENCE. Facebook’s trying to put the Social back into Social Media.

What does going back to basics here look like? Stop creating content you like, and put your efforts into content that means something to your audience. Keep it relevant, put some thought into who your audience is, what they’re day looks like, when they want to hear from you and you should see success with Facebook’s new focus – creating a meaningful experience, keeping you safe from the newsfeed update.

Dive into your insights and check out who your audience are (you might be surprised) and always keep them central to your content creation (or curation)

You may need to post less often to achieve success here, but putting the extra thought into your content, and cutting down on your frequency could definitely help your newsfeed visibility.

3. Community Management

This one has been around as long as Facebook itself, but it’s lost a bit of shine, at least to me if I’m honest. I’d say this was mainly due to the amount of effort it takes to run a community, the fact that you can’t really measure community ROI, and the declining organic newsfeed reach which pushed all us former Community Mangers into the realm of Paid.

Having said that, it’s always been important to answer the questions, queries and issues of your fans and customers on your Facebook page. It’s Social after all!

In the announcements by Facebook in the previous week they’ve stated that simply replying to all your comments isn’t enough. They say they don’t care about page-to-person interaction (I have a hunch they still keep tabs on it, like they do with answered messages in Messenger, but I have no proof) they only care about person-to-person interaction.

So if you already have a community of active commenters, who participate in thoughtful conversions about the topics around your brand – this is going to be a huge advantage! If you don’t it looks like trying to build one is the key here.

I’m not going to lie, starting from scratch is going to take a lot of effort on your part, especially if you’re a small business. For larger businesses this will mean they might decide to dedicate a Social Media team member to “conversation starter” rather than simply moderating comments or providing customer service.

It also makes me wonder about the Telcos. If you’ve been on a Telco page lately (or ISP for that matter) you’ll find long, detailed accounts of people’s greivances. Is this what Facebook will end up preferencing in the newsfeed? Might be good news for NFPs and cause related communities?

I guess we’ll have to wait and see…

Another thought pops into my head about trolls. Will brands now ‘Fake Troll’ themselves to get longer comments? Yuk. Let’s hope not.

Ok, so that’s my 3 back to basics tips. Bring ~~Sexy~~ Social Back with a re-think about your strategy and why you are on Facebook in the first place, ALWAYS post audience-first, and have a plan to engage your community.

How are you going to stay ‘newsfeed visible’ though?

It’s all very well and good for the answer to be “create better content” but HOW?

Here’s some tips I think will still be effective on Facebook, depending on your niche and audience.

Facebook Live

Facebook Live generates heaps of interaction. I wouldn’t say long comments per se, but it’s an awesome way to get your content seen in the newsfeed. If you haven’t thought about how you could go live with a tutorial, or something that helps your audience then the time is now.

AMAs

Ask Me Anythings would be a good way to get people thinking, writing longer comments and having meaningful interactions in their newsfeed. As a brand or business owner there’s surely things you know that your audience would be interested in. You could always invite guests in your niche to answer questions for your audience to keep it interesting.

You could even schedule these as Facebook Lives! Double whammy.

Facebook Groups

This newsfeed update will affect groups to a degree, but they tend to inspire more thoughtful dialogue as people feel safer to share in a group of likeminded people.

Perhaps your brand could benefit from it’s own group?

Facebook Events

As well as groups, events get a lot more interaction than pages. If your brand hosts events you can use them to help keep the interaction from the event off the main page and in one spot where it’s easily manageable, but more importantly you can promote them too (as long as they have more than 15 “attending” responses)

The final one is pretty obvious…

Facebook Ads

There’s a way you can get your important content into the newsfeed. You can pay for it to appear there.

Facebook did announce they were running out of ad inventory, but everything they’ve mentioned so far in this newsfeed update hasn’t included ads.

But don’t be fooled into thinking you can just boost a post that wasn’t written with your audience in mind and achieve success.

I think this newsfeed update has made sure we all know Facebook is getting serious about the social aspect of Social Media, and with potentially more brands moving into the paid realm, ads may get more expensive.

Over to you readers, what do you think? Have you seen any changes on your newsfeed yet? I’d love to know!

January 13, 2018January 13, 2018

Facebook Zero | OMG! | Algorithm Armageddon

Facebook Zero, the algorithm armageddon!

If you use Social Media for promoting your business, chances are you follow a couple (if not tonnes) of Social Media related publishers, and you would no doubt have seen a huge reaction from the community about the latest announcement from Facebook founder, Mark Zuckerberg (below) where he states they’ll be changing the way they select posts to display to users in the newsfeed.

This update is stated to prioritise user to user interaction and focus on quality of engagement – which appears to mean time spent and meaningfulness, favouring longer, well thought out comments over tagging friends in memes or simple reactions.

Cue freakouts over Facebook page reach.

Facebook seems to be taking aim at the passiveness of users simply scrolling the newsfeed and not interacting, and publishers – including those looking to game the system with engagement bait (which Facebook announced they were cracking down on a couple of weeks back)

BUT there’s so much we don’t know!

Facebook Zero – Really?

Social Media Examiner was one of the first (naturally as probably the most well know Social Media publisher) to get vocal and ask if this was “Facebook Zero” in an 11 minute live video (below)

Would pages get any organic reach? Are we all doomed to the naughty corner? Are our Facebook pages going to be put out on the lawn with the big TVs and DVD players?

Let’s just calm down and look at what we know for a sec, which to be honest isn’t much.

If you’ve been in this world a while you know for a fact every time the newsfeed algo is tweaked people lose their minds, and each time we adjust, measure, test, refine and evaluate our accounts to try and work out a way to stay relevant and SEEN by our target audience, followers and fans – both organically and using paid distribution.

Let’s remember we all use Facebook differently!

You get the newsfeed you deserve.

I have quoted this before, a friend of mine said it to me once and it’s so true. If you hate your newsfeed – I’m sorry to say you did that to yourself. There’s so many options to unfollow people who annoy you, unfriend people you have no interest in, hit “see first”on pages and people you like, and generally reacting to things you’re actually interested in.

Facebook’s smart at figuring out what we like – but it’s not flawless. If you hate cats – stop tagging your friends in cat videos. Facebook thinks you like cats and will show you more cat content, pretty simple right? If you want to know more about the newsfeed read my post here.

You see, Facebook’s ONE JOB is to learn what you like and optimise your experience to that so it can keep you on the platform longer. Mainly to serve more ads (to make more money) but also to make sure you aren’t using the other platforms (except Instagram, Messenger and WhatsApp since it owns those)

But so what, Carma? What’s this got to do with this new Facebook Zero announcement?

The curated newsfeed

I, and probably many other Social Media Marketers might not be typical users – but we know one thing, and that is that Facebook has made a pretty big assumption in the basis for this update: that we want to see more content from our friends in our newsfeeds. For me this is not the case (soz friends)

People think the newsfeed has become a crowded place for ads and page updates, and they aren’t seeing enough posts from the people they care about. I don’t find this the case, as I’d rather read a breaking story from ABC News than another “creative” engagement, pregnancy or gender reveal announcement.

Adam Barrell of The StoryLab Perth put it this way:

Facebook used to be about sharing your whole life and connecting with friends. Now more than ever Facebook is used to engage with pages and publishers. People want to explore and find new things to read and engage with.

When I want to engage with friends and family I use messenger to share photos, articles and arrange catch ups.

Wasn’t Facebook meant to make the world more open? And now Zuck is telling us we’d much prefer seeing posts from friends and family the most?

Just make a Tab/filter that users can select to just see friend posts – don’t go changing the algorithm again.

Good point! Bit hard to connect the world, when people wont accept a friend request from people they don’t know…always too many degrees of separation!

And Jon Loomer (Facebook Ads Legend from Jon Loomer Digital) described it like so:

Not everyone uses Facebook the same way. I purposefully see more brand and publisher content in my news feed than posts from friends. That’s only partly because I’m an antisocial jerk. But it’s mainly because I care most about political and sports news.

That’s the stuff I actually want to see. I don’t comment on those posts. I don’t provide “long and thoughtful replies.” Will I stop seeing that content?

If I do, that would kind of suck. That would be bad for my Facebook experience.

Jon posted a long and very considered post this quote was taken from, you can read the full post here.

So why this change?

Facebook has been trying to prompt us, as users – not publishers, to post more original content since this has been declining. Also it’s no secret the kids don’t think Facebook is cool…PLUS they’re running out of ad space.

Facebook knows it needs to tread a very fine line between showing you what you like organically and what advertisers might think you like. This is why better targeted ads with higher relevance scores perform better. As users we accept there’s ads, we just don’t wanna see ads for things we’re not interested in.

In theory this change prompts less but deeper connections to the people we’re friends with, with less page posts cluttering it up, and would help achieve Facebook’s goal of making us feel better mental health wise than passively (maybe obsessively) scrolling our newsfeeds. We’ve all had one friend say they felt happier after quitting Facebook (or Social Media more generally) so essentially it’s a retention strategy.

Will it work?

IMO? No.

For the way this update appears to work (once it’s rolled out – again we don’t really know til it happens) would be based on the fact that people want to post more, or at least the same amount of original content they do now. Your newsfeed will always be full – so if your friends aren’t posting photos, live video, links, events etc then what will make up the rest of your feed?

Page posts and ads, right?

You probably already interact with the people you want to hear from, so their posts will get upweighted, but beyond that who are we going to see posts from? Old high school acquaintances? No thanks (no offence JFSHS class of ’96)

You can leave me with my newsfeed full of tech pages, recipe videos, and Social Media publishers thanks.

But what do you think?

Will this clear up your newsfeed for more friend action? Good or bad? If you’ve got some thoughts drop a comment, I’d love to know!

July 1, 2017July 1, 2017

TL;DR | 2017 Sensis Social Media Report

It’s that time again!

Sensis has brought us their much anticipated annual Social Media report! If you’re into Social Media, or data about the way businesses are using it, this report is an exciting announcement!

Last year I brought you a TL;DR (Too Long; Didn’t Read) summary of the report, and it was one of my most-read posts! This year I’m doing the same – I’ll highlight my main takeaways of the report from my opinion as a Social Media practitioner in regard to the way Western Australian’s and WA businesses are using Social Media.

Why the Sensis Social Media Report?

But firstly – why is the 2017 Sensis Social Media Report so highly anticipated? The main reason the Australian Social Media community gets excited about this particular report is because even though there’s a LOT of data out there, it can be tough to find anything that reflects an Australian audience. We’re a big country with a small population and we just aren’t like anyone else.

Another reason is it’s incredibly important to stay up to date in this fast-moving realm. Trends shift in the blink of an eye, and as a Social Media professional (or a small business owner looking after your own businesses Socials) you need to stay abreast of changes and react to get the best from your efforts.

Is it a fad?

With 84% of Australians accessing the internet daily, Social Media is here to stay. 85% of West Aussies have a smartphone, and 67% of people with a smartphone in Australia use it to access the internet more than 5 times a day.

If you’re not concentrating your marketing and indeed, your sales process and customer service online (and in fact mobile-first) you’re getting left behind. Like, already. Not you will get left behind. You are behind.

Facebook – Still not dead.

94% of Western Australians surveyed use Facebook. Way out in front of second place YouTube at 63%. That’s massive – and it’s only dropped 1% since last year, despite people saying they’re not using it anymore.

I hear often that Facebook is dying, Facebook is irrelevant, “my customers aren’t on Facebook” and so on. Well, it’s still our biggest Social Media platform.

Message Me

It’s the same when we move to private messaging services, with Facebook Messenger coming out way in front in WA, coming out with 89%, in front of it’s next rival, Viber on 41%.

WA People are a funny lot:

We’re more likely than any other state to use Social Media at the gym.
We’re the equal highest (with Queensland) to publish a live video.
We’re more likely to leave an online rating, more likely than any other state to read blogs or online reviews, and we’re more likely to post an online review or blog.
And we don’t put up with any shit from our friends! In WA 50% of us have delete friends.

2017 Sensis Social Media Report

Down to Business…

Why do we need to know all this stuff about how people use the platforms? Because it’ll help us as brands get our messages seen and acted on most effectively.

“The survey discovered that the main driver behind social media uptake from businesses is to aid marketing and sales. Providing a line of contact is the next biggest influence.”

You can help your marketing & sales if you aren’t on the right platforms, at the right time, using the right methods to reach the right people. A LOT has to go right, so the more you know the better chance you have of cutting through the noise.

What did we learn?

Not all businesses are on board with Social Media 😮

Many of them are not taking advantage of the targeting and availability of paid Social Media

In FACT – Social media presence in the business sector in Australia has not grown this year. Just under half the small and medium businesses have a presence. But before we get too excited about this Sensis provide a possible explanation.

in 2016, 17% of the large business sample consisted of businesses with over 1,000 employees, whereas this year only 2% of the businesses have over 1,000 staff and we have seen consistently that businesses with over 1,000 staff almost universally have a social media presence.

Although the report does indicate that 40% of Large Businesses had removed their Social Media profiles. Wow!

In Western Australia SMBs Social Media use has increased against the trend.

Pay to Play

Social Media advertising is still growing among small and medium businesses and remaining steady in large business if you take into account the data suggests 40% of them deleted their profiles.

And it seems much of this budget is used to drive website visits.

The majority of SMBs with a social media presence now have a strategy in place to drive people to their sites – 82% for small, 95% for medium and 97% for large sized businesses.

But aren’t very successful at measuring it. In fact we’re getting worse…

But we’re getting better at being strategic!

Which is great news! We focus our messaging, have an easier time measuring, and become more efficient when we have articulated goals for our Socials.

Did you want to check out the full 81 page report? You can see it here.

So what do you think? Do these results follow your experience in your business?

I’d love to hear about it, so feel free to leave me a comment!

January 14, 2017October 31, 2018

2017 Digital Marketing Predictions | Part Two | The Interviews

Digital Marketing Predictions…

They’re everywhere! I published mine, and then I thought – one person’s predictions are not enough! We need more data! Let’s ask some people I know who work in Digital Marketing and see if they’d like to share their 2017 Digital Marketing predictions with me (so that I could share them with you)

So I did. And they did! I sent some questions as prompts and this post is a collection of the responses I received.

I hope you gain some insight into the direction/s Digital Marketing is heading!

Clayton Smith – Social Media Manager

Founder of Smith Social, Clayton offers an end to end Digital solution to small businesses in Perth.

Fun fact – him and Carma are birthday twins!

Me: What were the main platforms you concentrated on in 2016 as a Digital Marketer?

Clayton: Facebook, Instagram & Email Marketing

Me: Will this change in 2017?

Clayton:

No. In the world of small business, using social media as a marketing tool is still a developing idea, especially in Perth, WA. When you have a very limited marketing budget, very little time and little knowledge of digital platforms, investing in social and digital can seem daunting. So, the two main platforms of Facebook & Instagram get all the focus, where small business owners know the vast majority of their customers will definitely be.

Me: What are some emerging trends you noticed in Digital Marketing in 2016?

Clayton: Live Video arrived and it’s kind of a big deal. Email Marketing keeps on keeping on.

Me: Do you think these will continue?

Clayton: Absolutely!

Live video, as well as semi permanent video (snapchat style where content disappears after a set amount of time) has arrived and it is kind of a big deal.

The ability to live broadcast from anywhere in the palm of your hand is as amazing as it sounds. So amazing in fact, everyone is still trying to figure out what’s happening, and like any goldrush, the miners who made it to the goldfields first had a much better chance of finding gold. Every social platform is flying headfirst into video and the businesses and brands who took advantage are reaping huge benefits. I just listened to an international digital marketing podcast with a massive listenership where they interviewed a Sydney chocolatier who has built a following. Some guy from Sydney with one little chocolate shop! WHAT? That’s amazing. Once again, those who get their pickaxes in the video dirt first have the best chance to strike follower gold. Get live people!

Email Marketing – If live video is the wild west of digital marketing, email marketing is the well trodden, boring city road. It isn’t anywhere near as exciting, BUT, email subscription is still the most direct digital marketing channel we have, and although people’s inboxes are crowded, if you have done the work and developed a good relationship with your subscriber by providing them quality content that they want to see, you will still convert and convert well.

Me: Do you use video content in your Digital Marketing?

Clayton: Minimal

Me: Will this increase in 2017?

Clayton:

Yes. Getting a small business to start doing video is turning out to be tricky, just starting a regular consistent blog is a tough challenge for most. Let alone video content, and don’t even think about live video.

Unless of course the business owner themselves is already doing it, that’s a different story. It’s power cannot be ignored though, and I will be pushing clients to get started with video content.

Me: Did you use bots in your Digital Marketing in 2016?

Clayton: No.

Me: Will you be using them in 2017?

Clayton:

Not likely. Small businesses do not have the enquiry traffic that would warrant investing in bots, especially when a selling point of most small businesses is the one on one, bespoke personal service they can provide.

Me: Do you have any predictions on the overall state of Digital Marketing for 2017?

Clayton:

Live Video, 360 live video especially, will continue to lead the way on social platforms, with the platforms themselves looking to better monetise video content.

The Snapchat Vs Facebook/Instagram Battle will be the best and biggest show in town, and it will be fascinating to see who makes what move next. Mr Zuckerberg has shown he is not scared to rip off Snapchat ideas and incorporate into his own platforms, making it an interesting challenge for Snapchat to continue it’s incredible growth rates. I think Snapchat will need to evolve to differentiate itself from the Big Blue Book, both to draw new users in and keep their young follower base interested at the same time.

I will put my money where my mouth is and have a guess at a much better “Discover” experience and some sort of ability to post a link in a video as well.

Me: Are there any trends you feel have been exhausted and will drop off in 2017?

Clayton: Hopefully dabbing?

Lloyd Birch – Digital Development Specialist

I was given my first computer at a very young age, the first thing I did was take it to pieces. I’ve always been enthused by computers and technology. At school I loved business and marketing, most intrigued by consumer behaviours. My goals have always been a mixture of these elements, creating digital marketing with the consumer in mind.

Growing up in the era of mobile internet and the boom of internet on the go, devices are a huge part of my life. Utilising this, I always aim to create content that looks beautiful and is easy to consume no matter what device is being used, as I’d expect this myself.

With my experiences in website development, promotional email creation, search engine marketing, social media marketing and everything else digital that you can imagine, I aim to produce usable design that is consistent across all platforms.

Me: What were the main platforms you concentrated on in 2016 as a Digital Marketer?

Lloyd: Web, Email, LinkedIn, a little facebook and twitter.

Me: Why LinkedIn?

Lloyd:

I Moved into a B2B market. LinkedIn seems to be making strides to better market itself as a selling tool, it’s still full of recruiters that hound people like a plague which is it’s major downfall as a professional social media space but there are much better tools to gain information and target advertising which is an improvement.

Me: Do you use video content in your Digital Marketing?

Lloyd:

Not currently. I don’t personally like video advertising but can see it’s merit in certain marketing platforms.

Video advertising is shifting from being a marketing led sales pitch to being a more adhoc story based approach. People don’t seek out advertising and feel invaded when marketing is thrust upon them, so a more story based approach works well. The best use of video advertising I’ve seen recently was a cleaning product called Vanish (UK) that asked people to record their own tips and tricks for using their product. This community and story based approach advertises the key USPs of their product without being a corporate sales message and created a community of interest. Also, bonus, it was probably really cheap to do!

Me: Did you include Facebook LIVE (or live on other platforms) in your Digital Marketing in 2016?

Lloyd: No

Me: Will you be adding it to your content types in 2017?

Lloyd:

Facebook isn’t on my radar in the B2B industry, but I also think Facebook Live as an advertising tool is a lot of investment for potentially very little gain if the video isn’t backed up by a larger viral campaign. I personally believe the novelty of Facebook Live will fade away.

Me: Did you use bots in your Digital Marketing in 2016?

Lloyd:

Due to the nature of B2B marketing, there is much more emphasis of knowledge rather than data, therefore bots don’t have a huge part to play as it requires a human touch to understand and act upon the information gathered. B2B is very granular but very small marketing pools can produce large yields, so it makes sense to have a much more human approach to marketing.

That being said, I am in the process of producing automated email sign up campaigns to automate the release of information initially as repetitive human content distribution isn’t time effective.

Me: Do you have any predictions on the overall state of Digital Marketing for 2017?

Lloyd:

I think 2017 is going to be the year marketing gets quicker, shorter, and more regular. With the increasing use of multiple channel advertising and more targeted campaigns people are becoming more consumed, therefore less responsive, and it seems to be a trend that right place right time marketing is more persuasive than loyalty or brand retention due to the huge amount of competition and consumers are becoming more likely to try new products or services they’d never considered before, a lot of this is driven by big data from grassroots such as reviews ratings etc as people see other people as more trustworthy than brand marketing, which has always been the case but it’s becoming more readily accessible every day.
There’s also lot of distrust going around lately! Especially social media, it seems to be more and more of an avenue to air grievances. People like to hurt a brands appearance publicly when they feel the services aren’t up to scratch. Maybe because having a one to one discussion with the company in private doesn’t satisfy consumer grievance.

All this is good for small business, the barriers to entry are becoming more and more relaxed every day. Big businesses are seeing their brand recognition doesn’t mean as much as it used to, in some cases the bigger the brand is the more the diseconomies of scale are hurting their public perception as a faceless entity focused on profit rather than satisfying consumer need.

Me: Are there any trends you feel have been exhausted and will drop off in 2017?

Lloyd:

I think one trend that will drop off in 2017 is brands attempts to hijack new and upcoming social media tools, as the rate at which these tools crop up and brands are trying to encompass all forms of media, usually with little success as they are not prepared to adapt their marketing strategies to cope with the different approach each platform makes. An example of this would be snapchat and boomerang for Instagram.

As companies jump on the bandwagon and try to ride the wave of the latest craze, few companies stop to think whether the platform is appropriate for their target audience or communication style and this leads to wasted investment. Many companies are now not as willing to jump on the hype train as they weigh up the return on investment of new and upcoming media channels.

Many businesses are now creating marketing plans that focus on a select few modes of communication based on whether they reflect the communication style of the business and target audience so that they can effectively manage their resources rather than try and be across all platforms.

Alana Christidis – Digital Marketing Specialist

Alana is a Social Media enthusiast from way back. She enjoys creating Facebook advertising strategies just as much as lurking through memes.
As an avid consumer of content, she loves finding new, exciting ways to share a brand’s story.

Me: What were the main platforms you concentrated on in 2016 as a Digital Marketer?

Alana:

Facebook and Instagram with a heavy emphasis on advertising – and I can’t imagine that changing too drastically in 2017.

With the introduction of awesome features like Stories, Instagram was a really fun, engaging platform that did really well in telling a story for brands. Facebook was my predominate focus, especially in advertising. I really focused on generating ROI with killer ad strategies.

Me: What are some emerging trends you noticed in Digital Marketing in 2016?

Alana:

Augmented Reality was a big emerging trend in my opinion. As someone who opens Snapchat every day just to check what new filters I can use and celebrated like a crazy person when I caught a Dragonite in Kings Park playing Pokemon Go, I think that we’re going to see more and more opportunity with it in 2017.

Me: Do you use video content in your Digital Marketing?

Alana:

Video was a big player in my content strategies. In a sea of articles and photos, video stood out and got a lot of engagement as a result.

Super short, bite sized videos quickly grab attention when no one has time to read your 5,000 world article. This year, my focus will be on quality over quantity when it comes to my content – rather than smashing the posts, create quality pieces.

Me: Did you include Facebook LIVE (or live on other platforms) in your Digital Marketing in 2016?

Alana:

While I didn’t personally use Facebook Live in my Digital Marketing, I think it’s a fantastic method of communication for brands to tell a story and get real time engagement – if it’s done right! Brands need to be aware that swapping to the front camera on their phone and um-ing through a script isn’t amazing content just because it’s live. It’s just awkward to watch.

Be authentic in your storytelling and in my eyes, you have a winning piece of content.

Me: Did you use bots in your Digital Marketing in 2016?

Alana:

I haven’t used them but I sure love talking to them. The use of bots is only going to grow this year. It’s such a smart way to improve customer interactions and increase conversions in the process. Since messaging apps have surpassed social media platforms in terms of users, it’s natural that people are looking to messages to communicate with their brands.

Me: Do you have any predictions on the overall state of Digital Marketing for 2017?

Alana:

The decrease in social media automation and the growth of storytelling. People are looking for authenticity when it comes to the brands that they follow and humanistic exchanges.

With the exception of bots, I think digital marketers will move away from automated, robotic feeling responses to their consumers and the inevitable blunders that come along with it and move to more personalised exchanges.

Me: Are there any trends you feel have been exhausted and will drop off in 2017?

Alana:

I think Twitter’s struggle to remain relevant is going to become even bigger this year. With the continued popularity of visual content, it’s hard to see how they will keep up.

I also really hope people stop screenshotting their Snapchat filtered photos and posting them to Instagram.

Kelly Nelson – Marketing Consultant

A marketing professional with over 13 years experience having worked in a number of different industries including state & local government, mining, construction, IT and not-for-profit.

Kelly has worked in Scotland, Canada and Australia and specialises in online marketing and social media.

Me: What were the main platforms you concentrated on in 2016 as a Digital Marketer?

Kelly: Social Media, Email marketing & Search Engine Optimisation (SEO)

Me: Will this change in 2017?

Kelly:

No. I think these are the big players in digital marketing – these platforms have been around for a while and businesses continue to see results when using them.

Social Media is continually evolving and changing and it’s a really exciting platform to work with. Businesses know that they need to be on social media to gain exposure, they’re just uncertain on where or how to start.

Email Marketing is still a great platform to use. It’s free, personable and is delivered straight to a captured audience (depending on how you created your database!). You’d be surprised how many people still sign up for newsletters while visiting an organisation’s website or place of business.

I think SEO is still an underused, unknown (but very valuable) digital marketing tool. Clients often don’t understand the importance of having an optimised website until it’s mentioned that it’s an easy way to get your website found by your target audience. Additionally, many digital marketing platforms direct online traffic to an organisation’s website. Once your potential customer is there, you want them to stay! It’s so important to understand what they want and how they may navigate your website.

Me: What are some emerging trends you noticed in Digital Marketing in 2016?

Kelly:

The increased use of video and imagery (including GIF and memes) in social media. The increased use of a marketing strategy and well defined target audiences.

Me: Do you think these will continue?

Kelly:

Yes. Many people use social media on a mobile device, in short amounts of time, such as sitting on the train or over a quick coffee. Digital marketing content that is relatable, quick to skim and arouses emotion (whether it be laugh out loud or pull at the heart strings) is more likely to be engaged with and go viral. Video and imagery do just that.

It’s refreshing to see more organisations having a defined marketing strategy, campaign and target audience/s. There used to be a time where digital marketing was a ‘free-for-all’, whereby content was wishy-washy and an organisation’s brand had to be everywhere, all the time. Perhaps the slower economic climate has allowed management and marketers to take a step back and analyse their business objectives and how this ties in with digital marketing.

Me: Do you use video content in your Digital Marketing?

Kelly: Yes

Me: Will this increase 2017?

Kelly:

Yes. As I mentioned earlier, people are more engaged with content that is quick to look at and watch. With the increasing use of mobile devices (and wearable devices such as GoPro), more videos are also being created and shared by users. There’s been numerous additions to Social Media platforms to enable the use of video content, including Facebook advertising, Facebook LIVE, Instagram and the phenomenal growth of Snapchat. Plus YouTube is still HUGE. Video is only going to be used more in 2017.

Me: Did you include Facebook LIVE (or live on other platforms) in your Digital Marketing in 2016?

Kelly: No

Me: Will you be adding it to your content types in 2017?

Kelly:

Yes. The digital world is forever changing, therefore Digital Marketing has to evolve with it. However it’s still important to reassess each digital media platform to see if it would suit your businesses needs and if it captures your target audience.

Me: Do you have any predictions on the overall state of Digital Marketing for 2017?

Kelly:

I think wearables (e.g. Apple Watch, activity trackers) will start to emerge more in Australia in 2017. Wearables are one of the hottest consumer commodities in the US. People already track their physical activity (eg 5km run) and share on Social Media. It will be interesting to see what companies do with this data, and how they can use it to market their product and target potential customers.

Virtual Reality (VR) will also be making its appearance soon! Mark Zuckerberg has already demonstrated using Messenger in VR, so it won’t be far from Facebook

Me: Are there any trends you feel have been exhausted and will drop off in 2017?

Kelly:

Display advertising including banners, ads and pop-ups. I feel that these are really annoying and wonder if people really actually read what’s there? I tend to ignore them. I hope they will drop off but I doubt it. Wishful thinking.

Businesses thinking that they don’t need to spend money on social media because it’s free. Well it isn’t anymore! The social media arena is busy, busy, busy and the majority of businesses will need to add social media advertising into their marketing budget in order to gain targeted exposure.

Paul Ramondo – CEO Ramondo Media

Paul Ramondo teaches entrepreneurs how to use Facebook Ads and Digital Marketing Funnels to generate qualified leads and sales from their websites.

Me: What were the main platforms you concentrated on in 2016 as a Digital Marketer?

Paul: Facebook, Instagram & Snapchat

Me: Will this change in 2017?

Paul:

I plan to go all in on Facebook as a paid media platform and will scale back the time and effort I invest into Instagram. I also plan to keep my marketing and personal branding efforts on Snapchat consistent (just got the new Spectacles… they’re super fun and present awesome new opportunities for unique first person storytelling – come give me a creep if you’re curious – U/N = paulramondo)

Me: Why?

Paul:

In a nutshell … Facebook Ads’ ability to provide concrete ROI is unparalleled by other platforms, and I only see it improving from here.

I’m also really excited to see how much Facebook expands its product offering this year as it continues to swallow the internet as a whole…

Happy days though… More platforms owned by Facebook + more Facebook product offerings = increased average time on site per user + more data about those user’s behaviours.

This means the total supply of media for ads will increase (driving costs down for advertisers – ceteris paribus). It also means advertiser’s ability to pinpoint and target desired audiences will increase simultaneously

Me: What are some emerging trends you noticed in Digital Marketing in 2016?

Paul:

The lines separating our digital and “real” lives continued to blur as disruptive tech (like Snap Inc’s “Spectacles”) have started to become ubiquitous.

Me: Do you think these will continue?

Paul: Yes, exponentially.

Me: Why is that?

Paul:

I think we’ll continue to society’s obsession with on-demand, document everything, eyes glued to smartphones increase as these trends become more habitual and second nature than ever before.

This of course will be met with increased advertising as brands both big and small scramble to capture people’s attention long enough for them to hear their story.

Me: Do you use video content in your Digital Marketing?

Paul: Yes – (mainly) Facebook Ads, YouTube and Snapchat

Me: Will this increase or decrease in 2017?

Paul:

Increase. I’ll be investing a lot more time into creating immersive content experiences for my audience through video as it is by far the best way for me to generate a return on my time and ad spend.

Casey Bryan – Search Specialist & Blogger

Casey Bryan by day is an SEO geek at White Chalk Road in her role as a Senior Online Marketing Account Manager looking after a portfolio of local and national clients.

By night she is a wine blogger for travellingcorkscrew.com.au, making sure no wine goes un-tasted

At White Chalk Road where I work as a Senior Account Manager our speciality is Search Engine Marketing (SEM), we are one of very few boutique agencies in Perth who focus solely on SEO and Google AdWords. We understand how vital these online strategies are for businesses small and large and there’s no doubt in 2017 many more websites will put more time, money and emphasis on these channels as they provide positive ROI.

We all know how quickly the digital landscape changes. With more and more businesses actively doing SEM it means competition is ramping up so being on top of your game is a must in 2017. What you were doing for SEM 2 years ago simply won’t cut it today.

In 2016 there were countless changes, from penguin 4.0 (focus on toxic links) to the possum update (local search) and of course there was the big Mobile-Friendly ‘Mobilegeddon’ update in May which caused everyone to rush out and make sure Google deemed their websites as user-friendly for visitors on mobile devices. That’s just a handful of the SEO changes and then there’s the Google AdWords updates; from the new extended text ads to no right-hand side ads in the SERP’s to paid local search ads. There’s no denying you have to constantly be on your toes and ready to adapt your strategy when working in SEM.

Me: So what do I think we should be aware of in 2017 with regards to SEM?

Casey:

1. Secure Websites

By this I mean, shifting to HTTPS and making sure when you make the move, you don’t loose any of the hard work you’ve put into improving your organic search results. In terms of a ranking factor, if you have an HTTPS website rather than HTTP you will have a very small advantage however there’s no doubt this ranking factor is going to get stronger whether that’s in 2017 or 2018. My advice is to move sooner than later as it’ll be less pages to redirect, thus making your job easier. There are risks with moving to HTTPS so make sure you know what you’re doing.

2. Mobile Website Optimisation

We live in a mobile-first world and this is not going to change in 2017. In 2016 we finally saw mobile overtake desktop as the primary device users are on when accessing websites and that teamed with Google’s plan to move to mobile-first indexing means you NEED to be all over your mobile marketing.

3. Website Page Speed

Ain’t nobody got time for that! Both your desktop and mobile versions of your website must be as quick as possible in 2017. This has not changed since 2016 however with mobile becoming even more important this year, then the need to keep things as quick as possible is a strategy we should all live by moving forward.

4. Website Content

Again this shouldn’t be news to anyone online – good quality, unique content is what the web is all about. The more of this type of content you can put up on your website the better, if you don’t have a blog/news section then add one now! This content is not only good for your readers/customers but it can skyrocket your SEO results. All websites should aim for at least 1 piece of new content a month, minimum 600 words – the more the better really but it needs to be useful and interesting content. Make the content as shareworthy as possible so readers want to share it on social media and link to it. Natural link-building doesn’t come easy but by gosh it’s worth it!

2017 is going to be a big year for search. I am excited to be a part of it with the White Chalk Road team alongside building up my blog, Travelling Corkscrew, which welcomed over 75,000 organic visitors in 2016!

So there you have it folks!

A broad range of backgrounds, experience and niches produced different views of where Digital Marketing is heading in 2017! A big thanks to Clayton, Lloyd, Kelly, Alana, Casey and Paul for taking the time to share their thoughts with me (and you guys!)

If you have your own predictions and would like to be featured I’d love to hear from you, or if you just have a comment or question use the comment section below, I’m always welcome for feedback 🙂

Time will only tell what 2017 holds for us in the Digital Marketing world, but it never hurts to have professional insight into future trends to help you target your marketing efforts!

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