kent business Archives - socialwize

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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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!

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

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.

socialwize

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

socialwize

Do you need Facebook Business Manager to run your Ads?

B U S I N E S S   M A N A G E R

Business Manager is a free platform to enable you to run and track your ads, manage your Pages and different ad accounts, and add an agency to help you manage your business.

 

If you only manage one page and one ad account it may not be necessary to use Business Manager but if you have more than one page then set yourself up.

 

The main benefit I see is that you keep your personal Facebook separate from your business Facebook and you can give access to other people who may need shared access to your accounts. The security features are also better to ensure you maintain control of your assets.

Start here: Business Manager

 

👋🏻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

Online Marketing Checklist

2018 Christmas Online Marketing Checklist

For many small businesses, the holiday season can contribute a significant proportion of revenue to the total annual sales. It is therefore critical to get your online marketing right for this important time of year! Follow our online marketing checklist to get it right!

I really don’t want to be talking Christmas already, but many online retailers are already focused on this period and even beyond it.

With the right planning, the holiday period can be a huge success for your business and here are 5 steps to help you on your way.

Social media is one part of an online marketing plan and I will give you detailed tips to help with that but remember it is important to focus time on all parts of your online marketing.

 

1. Marketing Plan

Spend some time planning out the next few months – this will not be time wasted.

Focus on how much time and budget you have to put behind this seasonal push. If you plan to spend money on advertising, how much will your budget be and what platforms are best to reach your target audience? Plan your resources over the period and whether you need to recruit more help or outsource some work.

Spend some time setting some realistic and measurable goals for your business, basing them on previous holiday seasons where possible.

 

2. Email Marketing

Email marketing can be a great way of reaching your audience, but it is often over-used so ensure that your emails are targeted to segmented groups and, as with all marketing, relevant to your audience. If you have a customer database or email marketing list, make sure you are GDPR compliant when contacting them.

 

3. Website

If you are an online retailer, now is the time to tidy up your website, clean up your product catalogue and ensure everything is functioning correctly.

Conduct an audit of your website and work through repairing broken links and ensuring your SEO is up to date. Use relevant search terms in your content and ensure they appear in your tags and on the page.

Make sure your opening hours, contact details, returns information and delivery commitments are up to date and that the site images are reflecting the holiday season.

 

4. Blog & Content Creation

If you have a blog page, now is the time to write some interesting content for your website, especially before you get too busy with orders! This content can be used on social media posts to drive people to your site all through the months up to Christmas so use it to promote your products or ideas.

Think about producing gift guides for him/her/kids, beauty guides to get you through Christmas party season or holiday recipes. Create whatever content is most relevant for your business and which will add value to your customer.

 

5. Social Media

Christmas is a great time to engage with your audience and customer base. Inject some festive fun into your posts and make sure you are on top of increased activity on posts and on direct messages. Increasingly people are using social media as the main communication with retailers so make sure you check your notifications regularly. Social media, as you know can be time-consuming but is definitely a great way of getting your message and product information out to your customer base.

 

  • Focus on your target audience – make sure you know your customer inside-out. Check Google Analytics and Facebook Insights to fully understand your customer demographics and establish how people are finding or reaching your e-commerce website. Focus your time and budget on that audience and check you are using the right social media platforms for your business. If a platform isn’t driving sales but you like using it, you may be wasting important time over this festive period.

 

  • Plan your advertising – Work out your advertising budget and what products are best for you to promote based on popularity, stock levels and revenue opportunity.

Take time to test copy and creative for your ads so every penny is well spent.

 

  • Facebook Advertising – Check you have the Facebook Pixel installed on your website, so you can use the full targeting functionality in Facebook Advertising.

Set up custom and lookalike audiences on Facebook Advertising for different product sets and customer groups. Facebook Advertising can be used across Instagram and the wider Audience Network if you are looking to grow your reach.

 

  • Google Adwords – If you are using PPC advertising, increase your bids over the holiday period to ensure visibility and update keywords and copy to reflect relevant search terms.

 

  • Build a content calendar – plan your social media content around the key shopping dates and generate new interest in your products by planning a good mix of relevant created and curated content.

Share interesting content like gift guides and stress-free Christmas ideas to ensure your audience is not just bombarded with Christmas commercialism.

Think about running a Christmas competition to increase engagement around one of your best-selling items. Just be sure to check the platform rules around competitions and follow them.

Use your posts to keep people up to date with the latest products and generate interest in best-sellers and trending products.

 

  • Scheduling – Social Media posts can be planned ahead using one of the many scheduling tools out there. Write your posts in advance and have them ready to post when you know you will be busy. This will save you a lot of time and stress. If you have never used a scheduler, try Facebook’s own scheduling tool which is really easy to use. Other companies like Buffer, Hootsuite and ContentCal has free plans for entry-level users.

 

Key Shopping Days 2018:

Do you know the key dates in the run up to Christmas – I have compiled a list for you to plan around:

  • 1st October – Buy British Day. Launched by Best of Britannia in 2014 to promote British retailers and producers
  • 31st October – Hallowe’en. Now a larger retail day than Valentine’s Day
  • 23rd November – Black Friday. Historically a US shopping holiday and viewed as the start of the holiday shopping season.
  • 26th November – Cyber Monday. Another US shopping tradition after Thanksgiving, often used for sale hunting.
  • 1st December – Small Business Saturday. Celebrating and supporting small businesses.
  • 15th December – Free Shipping Day. To encourage online sales ahead of the last minute rush
  • 25th December – the Big Day. Often online sales are seen starting now.
  • 26th December – Boxing Day. Seen by the majority as the start of the sales on and offline.

 

By spending some time now on our festive online marketing checklist, you will be well on your way to a successful Christmas period for your business!

Grab yourself a festive tipple to get you in the mood and happy planning! I wish you a successful Christmas!

xx

Susie Smith – Social Media Consultant

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10 Easy Steps To Building An Awesome Social Media Strategy For Your Business

Social Media is now a critical marketing channel for small businesses to invest time and effort in and can reap great rewards for a business. Marketing a small business through social media can be very cost-effective if done properly AND very time-consuming and tedious if done incorrectly.

Here are some tips to help you create an awesome social media strategy to help you build an engaged, authentic audience for your brand.

Without a strategy, there are no reliable answers to the key questions of WHO, WHY, WHAT and HOW.

➡️ Who are you trying to reach?
➡️ Why are you trying to reach them?
➡️ What are you trying to show them?
➡️ How are you going to reach them?

These key pieces of information are often missing and this results in small businesses wasting time and effort posting at the wrong times, to the wrong people with the wrong content.

 

These 10 steps will help you answer these important questions:

1. Goals

It is important to define your goals. Are you a new business looking to build brand awareness? Do you want app downloads? Are you selling something?

Once you know your overall goals you can begin to build on your strategy. One key tip is don’t try and jump ahead – brand awareness is critical for any new business and a company with less than 750 likes or followers should be focusing on this goal. People won’t buy from you unless they know and understand your brand.

2. Audience

Knowing your audience is so key to your social media activity. Who are you trying to target and who is following you already? What age are they, what gender, where do they live, what do they enjoy, when do they use social media and why do they use social media. Once you have a better idea of your audience, you can think about how you can reach them effectively.

3. Platform

Social media is dominated by a few key platforms but this doesn’t mean you have to have a presence on all of them. Don’t over-stretch your resources. Focus on the platforms where your audience are hanging out. Some platforms are better for capturing the attention of your audience. If you have great photos of products to showcase then choose a more visual platform but if you offer a B2B service then look at platforms where it is easier to engage with people.

4. Tone of Voice

Once you start communicating with your audience, it is key to get the tone right for your business and your followers. If you are targeting a certain age group, adapt your voice to relate to them. My tip is to always be professional and ensure your grammar and spelling is correct whatever tone you use. It’s fine to show a more relaxed side to your business on social media but some companies may have to save that for Fridays for example when people expect that more.

5. Content categories

Do you have a friend who always talks about themselves, all the time? Don’t you find that annoying? It’s the same on social media. The content you post needs to have some variety and not just be about your business. Think about related topics of interest to your audience. Don’t be nervous about posting about other content subjects other than your business. A yoga business can post about the benefits of sleep or healthy eating and find that most of their audience would find this of interest and another reason to engage with your brand. You can experiment with the balance of your business’s content versus other content.

6. Content strategy

If you are going to post other content that isn’t just about your business then you will need to curate this content. Curated content can be up to 90% of what you post depending on the platform but on some platforms such as Instagram followers expect to see nearer 80% of created original content. Test and find the right balance for your audience to keep them engaged.

7. Influencers

Social Media is about being social. To grow your accounts you will need to spend some time researching influencers and engaging with them. They can also be a useful source of content so make sure you know who your influencers are and regularly engage with them.

8. Hashtags

Some platforms use hashtags more than others to make your business discoverable to people. Research key hashtags for your business, find trending relevant hashtags, check that your business hashtags aren’t banned on Instagram and customise them to the content you are sharing. You may want to make your own company or campaign hashtag but just check no-one else is using it regularly.

9. KPI’s

Once you know your goals, you will understand your KPI’s. If your goal is brand awareness, monitor your follower growth & reach. Set yourself KPI’s so you can judge if what you are doing is working for your business. Don’t forget growth on social media is likely to be slow and steady. Don’t expect every post to go viral and your audience to grow overnight – have patience and stick to your strategy and you will grow an engaged, relevant audience.

10. Measuring success

The data available to measure your social media activity is immense. Start tracking the basics and when you are confident dig deep into each platform’s reporting module and Google Analytics to track how you are doing. Remember to test, test and test. If you don’t get the results, change something and test again.

 

I hope these tips help you plan an awesome strategy for your business. Don’t forget to keep going back to your strategy and check that every post you create is relevant for your business and audience.

If you need help building a strategy for your business or any part of this process then please get in touch and we can arrange a 1-1 session or you can book a Strategy Set-up with me.

e: susie@socialwize.co.uk