Susie, Author at socialwize

How to effectively communicate in the ‘new normal’ phase

We are now entering a new phase called the ‘new normal’ according to the press and our government, and it is important to address how we could be adapting the way we communicate on social media.

 

Negative language on social media

I see many social media posts still talking very negatively about the ‘crisis’ and these posts can add to the anxiety people may be feeling.

Businesses are using words like ‘crisis’, ‘surviving’, pandemic’, ‘killer, ‘outbreak’, ‘disaster’, ‘survival’, ‘disruptions’, ‘contagious’, ‘impacted’ to list a few I saw today and these words conjure up negative feelings which can reflect on the brand.

 

Be more human

Now is not the time for scare-mongering but for inspiring our customers and building a positive connection with them on social media.

It is important to put yourself into the mind of your customer and be calm and sensitive, showing kindness but also giving direction. Mari Smith, the ‘Queen of Facebook’ said last week at Atomicon 2020 that people are looking for ‘emotionally intelligent leaders’  – calm, a voice of reason and a good listener.

A brand should, therefore, be showing up on social media, being ‘more human’ and showing empathy.

 

Inspiring communications

So, let’s go back to the language we could use in social media during the ‘new normal’, phase.  It would be beneficial for brands to adopt a positive, inspirational, helpful tone during this time.

Posts can be conversational but it’s important to be careful with wit and humour as this can come across as dismissive of the situation we are all in.

Ideas of words and phrases that I feel reflect how we should communicate include as an example: ‘adapt’, ‘support’, ‘cope’, ‘stay connected’, ‘stand together’, ‘contribute’, ‘connect’, ‘play a role’, ‘navigate’, ‘respond’…

If you are offering an online service or your business is soon to open to the public having been closed, then you will want to reassure your customers using language like ‘virtual’, ‘contact-free’, ‘remote’, ‘downloadable’, ‘social distancing’.

Using these phrases shows you understand their concerns and as a brand, you are taking the situation seriously and respectfully.

 

Navigating the challenges

Whilst it is fine to still sell to our customers as people are still buying products, this is an area where we continue to need to be sensitive. Brands don’t want to be seen to be profiteering from the situation so care is needed with the language.

Brands also need to ease up on the urgency around offers – time-limited offers like ‘don’t miss out’ or ‘offer only for 24 hours’ add pressure on the consumer and their priorities may have changed during the lockdown and this may fall flat with them or cause anxiety.

If you find it a challenge to get the language and tone right on social media then why don’t you try to move your communication onto video posts or Lives? Your message is less likely to be misinterpreted if your customers can see your expression, hear your tone and feel your emotion.

 

Moving forward

I always say to my clients that a social media post should either ‘entertain, inspire or educate’  – I still stick by this, with the priority at the moment being, inspiring and educating your audience.

Corona Virus Lock-down Update

We are now just over a week into isolation in the UK and I finally have a moment to post on here between juggling client work, home-schooling and settling the family into our new way of life.

No one could ever have imagined the impact this virus would have and we find ourselves in a totally unplanned situation. Some businesses have been hugely affected with a shutdown and others are thriving, with a third group trying to find a new outlet for their services or products.

👩🏻‍💻We have all had to embrace technology like never before. People are getting their grandparents iPads and setting them up on Zoom over the phone – unheard of a month ago – they wouldn’t have even really tried it!

I want to be able to help my clients get through this period but also I want to add value to other businesses who I have come to know through social or helped in workshops.

If you need help setting yourselves up to deliver your services online or are going to use the time to get yourself up and running on a new social channel, then let me know how I can help.

Whilst I can and have the time, I am offering you some free advice so get in touch with me on email and we can set up a call. I also offer free social media tips and you can sign up here.

✨If you sell a product you can still dispatch or sell a service that you can do online, then Facebook Ads is a perfect way of reaching your ideal customer.

There are fewer people advertising currently and CPMs are lower with a good return on investment being seen in both e-comm and lead gen. I can either offer one-to-one sessions to help get you set up or I can manage your ads for you. It may be the difference between your business existing during this crisis or really thriving.

😓Sadly, I can’t hold my workshops in the Hive in Cranbrook at the moment and I am missing running them. But I am looking for interest in online workshops.

I don’t feel comfortable telling you that now is the perfect time to upskill as everyone has different circumstances, but I am looking at moving my workshops online as a natural progression for my business. I have done all of my social media retraining and Facebook Ads learnings online and it can be a great and supportive way to learn with the right course.

I would love to hear from you about online workshops and whether you would prefer ‘learn at your own pace’ or ‘online, live’ teaching if you were to embark on a course.

👯‍♀️Being at home with the kids has turned me into a TikTok addict – I am currently using it for my business and learning how it all works. It has 500m active monthly users and 41% of users are 16-24. But I am seeing tonnes of mums, dads and over 30’s on there – it really is fun.

If you are interested in learning more about how a business can use this platform, then shout (just don’t judge the dancing!!)

As we know ‘business as usual’ doesn’t really exist in these exceptional circumstances but rest assured, I am here, at home, ready to help if you need it.

Stay safe,

Susie

e. susie@socialwize.co.uk

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What should a business do on social media during COVID-19?

When we all started our business we thought it would be plain sailing, right? 😀

We had something we loved, we had a plan, an amazing product, a fantastic USP and we went for it. 

But along the way there have been hurdles and now we are all facing another one that is possibly quite unexpected. 🥺

I have been asked by a few people whether businesses should still be on social media during this time as it seems all a bit, well, insensitive at the moment. 🤷🏻‍♀️

I wanted to talk to you about how your business can still use social media during COVID-19, how to adjust your messaging and things you can do to help your business during this difficult period.

➡️I have prepared a little video – you will need the sound on as I didn’t have time for subtitles today but hope it gives you some pointers for your business. 🔽🔽🔽

[The video starts off quietly for some reason but does increase after about 4 seconds]

I would love to hear about how you are coping and if you are adjusting your business – feel free to message me if you want a virtual cuppa!

How to repurpose your content

“To find success with social media, you have to create a LOT of content”

👆Now, let’s file that statement under “things I no longer believe.”


Because in the last 12 months of managing social media for myself and businesses, I’ve realised quality content can be broken down and easily repurposed on other marketing platforms. 👏🏻


This has changed the way I schedule and plan my marketing and it saves me time. ⏰

So how do we do it?🤷🏻‍♀️

A long post can be turned into:

  1. a blog for your website
  2. the main content for an email to your subscribers
  3. bitesize chunks for posts on social media platforms
  4. an article on LinkedIn
  5. a guest post on a collaborative website
  6. a lead magnet for download on your website.

There are many ways of repurposing your valuable content beyond just writing one post so save time and think about where else you can use it.

When I started out in business, I spent ages scheduling my posts and trying to think up something different every day and when I felt uninspired, I just stopped posting. 🤨
 

By spending the time on one piece of engaging content and adapting it for each platform, you reach more people with less effort and have more time for looking after your customers and business – WIN | WIN

➡️I’d love to know what statement flies around your industry that you’d like to toss out ⬅️

socialwize sitting at table

Retreat Yourself

I am very excited to announce a new launch for 2020 with Kathryn Freeland from Stede Court Private Fitness Retreat in Biddenden

 

We are hosting a wellbeing day retreat on Saturday, 28th March, focusing on how a balanced lifestyle can bring you happiness and energy. Our retreat is Live & Work Smart – Strategies for the self-employed on the 28th March. We want the day to be about how exercising & mindful living will help your life & work and my talk will be about ensuring your social media is helping your business and manageable.

Interactive session: Discover how to write a social media strategy for your business that will target your ideal customer, with the right message, at the right time. Social Media doesn’t need to tedious and time-consuming and with the right tips and tools, can be very cost-effective and essential marketing for your business.

The day will include:

  • 10.30   Welcome and introduction to Work & Live Smart
  • 11.00   Circuits in the bespoke exercise trail
  • 12.00   Mindfulness meditation
  • 13.00   Two course nutritious & delicious lunch
  • 14.00   Talk / interactive training
  • 16.00   Afternoon tea and thoughts on the day
  • 16.30   Guests leave

THE PRICE
£125 per person
For a truly relaxing weekend stay the night £150 per double room
Maximum 8 guests, minimum of 4 guests (ample parking available)
Makes a Great Christmas present!

STEDE COURT & KATHRYN FREELAND

The retreats are set in the stunning surroundings of Grade 2 listed Stede Court, Biddenden in 7 tranquil private acres with a bespoke woodland exercise area; running & walking trail; zen area; outdoor sauna & swimming pond.

Kathryn: The Times’ “A list personal Trainer” & The Mail on Sunday’s “World’s most sought after trainer” teams up with fabulous experts to bring you beneficial & enjoyable day retreats

BOOK NOW: https://www.stedecourtprivatefitnessretreat.co.uk/services

6-question Facebook Ads Quiz Results

Let’s see how you got on in our Facebook Advertising Quiz

What ad objective would you choose to drive people to a website?
A
Reach
B
Conversions
C
Traffic
D
Page Likes
The correct answer was Traffic. The Traffic objective is designed to drive people to your website or app.

 

What is CBO (launching in September)?
A
Commercial Budget Objective
B
Campaign Budget Optimisation
C
Customer Business Audience
D
Custom Budget Awareness
The correct answer was Campaign Budget Optimisation. CBO is where budget is set at campaign level rather than at ad-set. This will be enforced by September but is available now to test.

 

What length video ad can you run on Instagram?
A
up to 120 secs
B
up to 240 secs
C
up to 10 mins
D
less than 15 secs
The correct answer is up to 120 seconds

 

Traffic objective optimises your ad for..? (as default)
A
Link Clicks
B
Conversions
C
Landing Page Views
D
Reach
The correct answer is Link Clicks

 

What type of custom audiences can you not target?
A
Facebook fans
B
People who have filled in your lead form
C
Existing customer data
D
People who have engaged with your ad
The correct answer is People who have engaged with your ad. You cannot build an audience from this group

 

What can’t the Facebook Pixel do?
A
Measure the results of your ads
B
Drive more sales
C
Find people who have visited your website
D
Split test your ads
The correct answer is split test your ads. The Facebook pixel can help you track your return on ad spend, retarget customers who have shown an interest in your products and visited your website.

 

ARE YOU STUCK ON YOUR FACEBOOK ADVERTISING AND GOT SOME OF THESE QUESTIONS WRONG?

I can offer you a Power Hour at short notice and resolve your problems with Ads

I will request details in advance so I can prepare for our session to make the time together as efficient and useful for you. The great thing about a Power Hour is the potential to squeeze them in at short notice so we get you back up and running quickly.

We can cover:

  • Looking at Ad Manager to review your ads
  • Setting up your funnels
  • Troubleshooting ad copy and images
  • Or just helping you answer a list of smaller questions you have but have no one to answer them for you!

 

SPECIAL RATE FOR QUIZ DURATION  – Cost: £97 per hour / normally £120ph (minimum 1 hour and after that 30-minute increments are bookable in one session)

Best ways to retarget your customers

R E T A R G E T I N G

So, you have the Facebook pixel installed now right? Pixel set, ready to hit retargeting – totally genius Facebook. Most people who come to your website aren’t yet ready to purchase or take action. Retargeting is a way of reaching out to these website visitors once they have left, and potentially forgotten about, your website. Once a visitor on your site has triggered a cookie, Facebook can use this to target them with advertising when they return to Facebook.

This all seems a little creepy but I am sure we have all seem it pretty frequently as big brands are using retargeting a lot. ‘Did you leave something in your basket?’, ‘Would you like a second look?’ – torturous around Christmas when we are trying to shop on the sly!

But joking aside, retargeting needs to be part of your Facebook Ads sales funnel if you want to ensure your product isn’t forgotten about. You can retarget visitors to your website, who watched a video or even added to cart. What is the value of your current cart-abandons? Don’t let them slip away.

But what is the best way to get their attention I hear you ask? If you are an e-comm client with a product catalogue then give DPA’s a try (Dynamic Product Ads) – they show the right product to the right person! Or maybe your audience is a little nervous about trying you for the first time – hit them with a 5***** recommendation or testimonial. Or if they need one last incentive, a discount code or free P&P.

However you use it, you are bound to see some great results at the bottom of your sales funnel!

All about Carousel Ads

C A R O U S E L  A D  C R E A T I V E

Time to move on from Facebook Ad targeting options to creative options. One of the most creative options is the carousel. With this you can showcase up to 10 images or videos within a single ad, each with its own link on ‘cards’.

 

It is perfect for showing off multiple images of products within your company or using the cards to create one creative by designing the cards so they flow into a big image. You can use it to tell a story or highlight your best features or products. Facebook enables you to easily add a brand card at the end.

 

Carousel ads are designed so you can tell a story so ensure you are using them creatively and think about this when planning the content. Include a strong CTA on each card and make the most of being about to have a different headline on each one. The benefit of carousel over collection ads is that they can be viewed on the desktop too.

 

Take a look at the Facebook page @carouselformat for some great examples – you can use it in most objectives except Engagement. I hope you have fun trying these out!

The best Facebook audience!

L O O K A L I K E  A U D I E N C E S

 

Have you built lookalike audiences yet?

 

You need to have the Facebook Pixel installed and then you are good to go. The pixel will need to have collected come data before it can realistically build out a seed audience to build a lookalike audience from. Best way to do this is run a Traffic campaign driving traffic to your website, maybe with an incentive in order to ‘season’ the pixel. Once this has happened, you can build audiences in Ad Manager under Audiences.

 

First you build a seed Custom audience and this can be done from:

 

✚Website visitors

✚Facebook or Instagram page fans

✚People who have viewed videos or engaged with posts or ads

✚Uploaded customer files like mailing lists

✚App activity

✚Event interest

 

Then you use this seed audience to build a new LAL audience – to do this you choose the country you want the audience from and the % of the countries audience – 1% being an audience that matches closest to your seed audience and this goes up to a very loose match of 10% (I wouldn’t recommend going over 4% or the LAL gets quite diluted)

 

This is a great way of finding a new COLD audience who look like your existing customer and should be tested alongside Interest-based ad sets to see what works best for your business.

How to build a targeted Interest-Based Audience

I N T E R E S T – B A S E D  A U D I E N C E S

So your business is looking to attract new customers? One way of finding a new COLD audience is by targeting them by interest and setting up a Saved Audience. It is possible to target customers by how old they are, where they live, what pages they follow, whether they have a family and so many more ways.

 

Facebook tracks 256 data points on each user and these are used together to form a profile of you. When elements of these profiles match interest based targeting from a sponsored placement, they are shown an ad in their newsfeed.

 

The key to interest-based targeting is to test what works. You can set the interests quite wide and leave the audience size large and let Facebook find the right customers for you – this seems to be working well at the moment. Or you can really niche down and find the specific person in a much smaller pool of people. Really only testing will help you know what works for your business.

 

Let me know what works for you by leaving a comment below.

 

👋🏻As always, if you would like help with your ads, either looking for someone with experience to take the burden away or some coaching to get you back on track then get in touch. I will offer a special series discount of 10% off any package if you quote SOCIALADS19