social media agency kent Archives - 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 ⬅️

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

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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

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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

It’s here! The 3 ways I can help you in 2019

Is your To-Do List stressing you out?

Find out how I can help you in 2019 and give you back the time you need to run your business successfully!

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Book a Power Hour

A Power Hour is a bespoke 1-1 coaching session to run through specific issues you are having with your paid advertising across Facebook and Instagram. They can be arranged at short notice and enable you to resolve your issue quickly and not waste precious time trying to find the solution yourself. We can delve into your Ad Account to review your ads, troubleshoot your ad copy and audiences, advise on your funnel setup or just answer your long list of questions!

As these sessions are via Zoom I can work with you wherever you are and make sure the session is as efficient and useful for you as possible. To find out more about my Facebook Advertising options, visit this page

 

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Outsource your Social Media to an expert!

We offer different levels of support to your business from fully outsourced social media management, social & content strategy planning, audits, power hours and coaching packages. We are here to take away your headache by offering you flexible solutions to suit your needs.

If you want to know how you are doing then choose an audit to establish where you are and what you can do to improve. But if you are starting out in business, then invest time in working on a strategy to be the framework for your online marketing activity. If you have tried doing it yourself and don’t enjoy it or it leaves you feeling guilty that you dedicate no time to it, then consider working with us as an external marketing solution. If you love it but want to improve your skills or want some expert guidance then speak to us about bespoke coaching options.

Find the right solution here and get in touch!

 

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Looking for 1-1 coaching or workshops for your business?

Social media changes so quickly and unless you are working in this industry, you cannot be expected to keep on top of the platform changes, new ad products or trends.

Maybe you want to try something new on social media, like a new platform, or just want to be guided through a process. You may not have the skills within your company or just need a greater understanding of what social can do for your business.

I can offer bespoke training on a 1-1 basis face-to-face in Kent or via Zoom video and screen sharing as well as arranging workshops and company training sessions. Get in touch with your requirements and find out how I can get you or your team upskilled quickly. Read more here

 

If you would like to tick off those items on your To-Do List and hear more about how you can work with me in 2019, then book a discovery call with me now.

 

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