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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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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!

How to reach the right audience on Facebook Ads

A U D I E N C E   B U I L D I N G

It is crucial when running ads that you understand the audience you are trying to reach as well as your existing audience. If you are running the Facebook Pixel (and I hope you are) then you have the ability to build lookalike audiences from seed audiences of your existing fans.

To understand these fans and check they are aligned with your ideal audience or customer, use Google Analytics to check your web visitors and use Facebook and Instagram Insights to understand your seed audiences there.

You may find if you have been running lots of promotions or (!) bought Likes and Followers, that you have attracted people who are not your usual and ideal person. In this case, your seed audience may not be good enough to build a lookalike audience from.

But unless you check first, you won’t know.

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How to get to know your Audience

A U D I E N C E   I N S I G H T S

 

Audience Insights is a tool within Ad Manager or Business Manager which gives you data about your audiences so you can examine them, plan interest-based campaigns and build relevant ads and campaigns.

 

You can understand:

  • your audience’s demographics
  • Page likes
  • location
  • language
  • in-depth Facebook activity information such as propensity to comment, like posts, share posts and ads they clicked on.

You can also put in an interest like ‘Frequent Travel’ and see what other pages the audience follows so you can build a reliable Interest-based audience.

Facebook Audience Insights

Try it! If you want to get into advanced Audience Building then I would highly recommend ConnectIO audience builder which I use for client campaigns.

 

👋🏻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

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Understanding Ad Accounts

U N D E R S T A N D I N G    A D   A C C O U N T S

 

Ad Accounts can be a little confusing when getting set up on ads. New businesses can set up one ad account and set up a payment from a credit card. Once they are established they can add up to 5 ad accounts and this can increase with spend.

 

I am going to refer you directly to Facebook’s advice if you are struggling with ad accounts.

Facebook Support:

“If you can’t add an ad account to a Business Manager:

 

  • The ad account you’re trying to add has already been added by another business. An ad account can only be owned by one Business Manager. Instead, you can request access to the ad account.

[If you are managing someone else’s advertising you must request access and not ‘claim’ an ad account – very important!]

  • You have already added a personal ad account to Business Manager.

[If you have been just boosting ads to date you may have a personal ad account and not a business one]

  • You can only add one ad account from your personal Facebook account into Business Manager.
  • Instead, you can create a new ad account in Business Manager for use for your business page or you can request access to another ad account if you are working in an agency capacity.
  • You’ve reached the 5 ad account limit for adding new ad accounts to your business. There’s currently no available option to request more ad accounts. Your ad account limit increases based on your advertising spend.

 

***Look after your ad account, if payments don’t go through this can adversely affect how the algorithm treats your ads – be warned and put in a backup payment method. Some people have 2 ad accounts in case one gets blocked for inappropriate activity.

 

👋🏻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

What on earth is a Facebook Pixel?

F A C E B O O K   P I X E L

I can’t emphasise this enough – if you aren’t using a Facebook Pixel on your website then you are leaving money on the table when using Facebook Ads.

 

Do I need to say it again – get that pixel installed – either ask your web developer to install it for you or use PixelMySite plugin on WordPress – it’s really easy.  Log into your Ad Manager and got to Pixel and set one up – either email the code to your developer or copy it and install it yourself.

 

So what is the Pixel? It is a piece of code that tracks people who visit every page on your website if they are logged into Facebook at the time (which most people are)

If you are using Facebook ads then it is vital to be using the Pixel so you can collect detailed information about your website visitors.

 

You can then use this information to:

  • create lookalike audiences which are amazing for finding a new audience for your ads
  • you can use it to retarget your website visitors
  • you can retarget ecomm clients who ‘added to cart’ but didn’t check out  
  • you can track offline purchases where a sale is made over the telephone but still attribute some of the sale to a view of an ad
  • you can install custom conversions which track certain important events in the buying or lead gen process
  • you can understand your audience better by monitoring cart abandons and other actions

 

The pixel will allow you to monitor how successful your ads were and enable Facebook to optimise your campaigns to find the people most likely to convert or take an action.

Need help with your Pixel..?

 

👋🏻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

How to stop wasting money on Facebook Ads

socialwize_paidads

Stop wasting money

The start of a new month and as I have been hiding away for most of April, I thought I would run a series on Facebook Ads to help you stop wasting money on Facebook Ads.

I am very excited to be talking about Ads as they are my new love and the area of my business that is growing fastest. Oh, and for you Instagram lovers, Facebook Ad Manager is where you plan Instagram ads too.

If you aren’t convinced, I hope to give you some great reasons to run ads in the upcoming series but don’t miss the boat.

 ‘online advertising spend is expected to grow 9.8% this year, following on from an estimated 13.4% rise in 2018’ according to the Advertising Association/WARC Expenditure Report

Whatever your level of knowledge of #FacebookAds you are sure to learn something from this series so keep an eye out for the new blog posts.

B O O S T

This is normally the first step people take into Facebook ads, kindly aided by Facebook telling you your post is performing better than all others and persuading you to put some money behind it.

Boosting a post used to be pretty much a waste of money but now with some close attention to targeting, you can build a good audience.

HOWEVER, there are many limitations and you will soon understand why using Ad Manager is the way to progress your ad experience.

Using Ad Manager will enable you to set the correct objective for your campaign rather than the limited options on Boost. You also have better control over how your ad looks by adding important features like Headlines, Call-To-Action buttons, and better creative options. Not to mention the lookalike audiences and retargeting options through using the Facebook Pixel.

So before you hit BOOST, think about whether it is the right choice for you.

If this means very little to you then keep following and I will cover off all of these topics in the coming weeks!

 

👋🏻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

Social Media Platforms

Reveal The Best Social Media Platforms For Your Business

So we all have our favourite social media platforms and as a social media consultant, I have fallen in and out of love with all of them over the last years. Although not sure I have ever loved Snapchat! But as a small business owner, how can you know the best platform for your business if you don’t use all of them?

It’s important to understand that the social media platform you like best for your personal use may not be the right one for your marketing effort for your small business.

In this blog, I would like to introduce you to the main platforms and give you some insights about them so you can see if they are right for your business.

Time to reveal the best social media platforms for your business

Facebook

Facebook was founded in 2004 and is currently the largest platform with more than 1.7 billion active users. Originally called The Face Book and set up by Mark Zuckerberg and some Harvard friends as a university directory.
Now it has over 35 million users in the UK and the largest age demographic is the 55+ group accounting for 25% of the user base. 51% of active users are female and 54% of users access Facebook on their mobile only. Active users are pretty engaged, spending over 20 minutes each day on it. Video is very important on Facebook with 500m users watching a video every day. Facebook Messenger is bigger than WhatsApp, email and texting for communicating with friends and family.
Facebook has recently announced major changes to their newsfeed to try and increase engagement and improve the user experience. For businesses, this means Page posts are likely to be seen by no more than 1-1.5% of your followers and businesses really need to advertise to boost their reach, as organic growth is now harder than ever. Find out more about what you can do to improve your Facebook marketing here

User growth has dropped for the first time ever recently and Facebook will be working harder than ever to prevent a further loss of users, which may affect business Pages further. Facebook can be a bit of a slog for some businesses especially now as we are experiencing a drop in organic reach and having to spend money to reach customers. More time is needed to make posts more engaging for customers or make videos to stand out and more budget is needed to boost a declining organic growth.

Advertising on Facebook is pretty cost-effective and targeting is very detailed, meaning it is relatively cheap and easy to run a successful ad campaign. Growing Facebook presence is hard, especially when starting out and the constant changes make it difficult to keep up. Facebook Local looks like an interesting platform for small businesses and why not try some Facebook Lives too, if relevant to your business. Despite it being the first platform I used for personal use, it has been the hardest one for me to use for my business. But the ad platform does make it a ‘must have’ on my schedule. Find me on Facebook on @socialwize

Twitter

Twitter was launched in 2006 and is a publically held company with 1.3 billion registered users. However, only 300 million of these are active users but sending out about 303 million tweets a day! 37% of active users post every day and 40% of them turn to Twitter for breaking news.

Twitter has recently increased the number of characters from 140 to 280 allowed in a single tweet which makes it easier to get your marketing message out to the audience. Twitter was the first platform to use hashtags in 2007 to spread the word about San Diego forest fires and hashtags have since been used to categorise messages. Despite starting off as a very text-based platform, it is now very image-based and photos, gifs and video are widely used.

Age demographics are evenly spread with Twitter being popular with all age groups. Twitter users are also 51% female to 49% male which surprised me. 80% of users are active on their mobiles and 71% are active several times a day. I find Twitter a great platform for engaging with businesses, customers and influencers. It is useful for social listening and customer service if monitored regularly. If you haven’t tried it for your business, give it a go! You can find me on Twitter on @socialwizeuk

Instagram

Instagram seems to be lots of people’s new favourite at the moment with businesses seeing fast growth in followers. Engagement is often high from its 400 million active users. It launched in 2010 as a mobile social network and was bought by Facebook in 2012. It was popular with teens and millennials at the beginning and in the era of the ‘selfie’ but now has active users in all age demographics. It has 14 million active UK users and over 50% of users are under 34. 49% of users use it every day and 51% of users are male.
Stories were launched as a direct response to Snapchat and Instagram is popular for its filters for images. It is a visual platform and creating original content is key, with reposted content being less popular than on other networks. This makes this platform more labour-intensive to manage. You can advertise on Instagram through the Facebook ad platform and increasingly businesses are using this platform for their marketing. I am currently really enjoying Instagram for my business as engagement is high but it takes me a long time to post on it due to the quality of content required and the hashtag research time. I do love Stories as they are like out-takes of the main feed and more relaxed. I post as @socialwize on Instagram

Snapchat

Snapchat is one of the newer platforms, launching as a mobile platform in 2011 with an IPO in 2017. It has 150 million users and is popular with teens and millennials for its customised filters for images. 71% of its user base is under 34 so great for targetting a younger audience although finding the right tone of voice for your brand and this audience is key here to successful marketing. 70% of its users are female too. 54% use it every day for over 30 minutes a day. Some major brands have run successful campaigns on Snapchat but need to ensure their message is appropriate. I use Snapchat with my children but not for my business as my target audience isn’t on there but if yours is – jump in.

LinkedIn

LinkedIn is one of the older platforms launching in 2002 and being bought recently by Microsoft. It is a business community for networking and recruiting. It has over 400m users and is popular with people over 24 and at working age. The user base is 56% male and people use it for getting jobs, networking, educating others on business matters, and promoting themselves on a business platform. 58% access it on mobile only now but the average user accesses it for only 17 minutes a month! I love sharing insights on my personal LinkedIn page as well as my Company Page. To view my professional pages, see Susie Smith

Pinterest

Pinterest launched in 2010 and now has 176m users (10m in the UK) and is a catalogue of images and how-to guides but also a great e-commerce platform. Users are mainly 24-35 and over 55 with a whopping 85% of them female. 47% of them use it weekly and use it for education, inspiration and shopping. The ultimate online shopping directory with buyable pins and the average order value of sales from Pinterest being $50. One I like to have some me-time on when researching ideas and would love to use as a business more soon.

YouTube

YouTube launched in 2005 and has over 1 billion users sharing videos and building brand communities. Bought by Google in 2006 and now has 18m UK users watching online video every day. 56% of users under 34 and 51% male to 49% female. A huge platform and very popular with brands. Growing in size and replacing TV viewing for many turning to it for video, gaming and entertainment.

Other platforms to check out are Vero – the newest kid on the block launching this year – I like it a lot – no ads and a genuine timeline.

I am choosing not to cover G+, Reddit, Tumblr, Foursquare and Swarm as I don’t use them regularly and unless have the time, you are less unlikely to enormously benefit from trying them as a small business.

If you need more help choosing the right platform for your business or want an audit of your current platform, find me on www.socialwize.co.uk

Susie Smith

Social Media Consultant // socialwize