Next week, Mhairi will be heading up to Northern BC to present ‘Mastering Social Media to Grow Your Small Business” at the Terrace and District Chamber of Commerce on February 27th then on to the Kitimat Chamber the next night. The Terrace event is full but there are still a few spots in Kitimat. Click on the link to register below.
Just because you know what social media is, does not mean that you necessarily understand how to use it to grow and develop your business. This workshop focuses on understanding social media, what is it and how it’s connecting people.
Learn how/if social media should be an important part of your marketing strategy.
Understand what opportunities are available for you to leverage social media for business growth and prospecting.
Ten years into the great social media experiment and 2017 was the year we saw Facebook hit the 2 billion user mark, the proliferation of real-time video across social platforms and the continuing email renaissance. With 2018 coming up fast upon us what better time to reflect on the past year, to dust off the crystal ball and to predict what 2018 will bring for marketers.
This post is divided into five sections to mirror the disciplines Out-Smarts focuses on websites trends, SEO – getting found when people search online, email marketing, social media and overall marketing strategy.
Website Design Trends
We know that Google is going to continue to emphasize the importance of mobile in 2018 so expect to see function taking precedence over form with a focus on usability and minimalist site navigation and content proliferating. It’s going to be interesting to see how the content is king crusaders balance their obsession with publishing content with minimalism and mobile. Expect to see more valuable content related to buyer intent rather than simply content for the sake of putting something out there.
Will 2018 be the year when small businesses finally catch up? 50% of small businesses still don’t have a website; we’re hoping this new year will be the one the laggards finally catch up. It is interesting that social media adoption for small business is much higher than website adoption. The popularity of social media is likely because of a low barrier to entry of social platforms. However, it is important to consider that you don’t own your Facebook, LinkedIn or Twitter pages (or any other social media presence you might have) the social media company owns it. What happens if they switch directions or go out of business? A website belongs to your business, not to a third party.
Watch out for more animation (logos in particular) and websites that incorporate GIFs in 2018 too – hopefully, they’re less cheesy than their Flash predecessors. Artificial Intelligence is going to be everywhere in 2018 too as enhancements make Chatbots get better and better at answering questions and simulating conversations with website visitors.
Search Engine Optimisation
Don’t let anyone tell you that keyword research is no longer important. It is and will continue to be, but there will be a shift in 2018 to focus more on semantic search, buyer intent and topics rather than specific keywords. SEOs will focus more on having their site show up at the right time when people are actually considering a purchase, rather than having the site show up to attract particular personas.
Another aspect that should be on your SEO radar in 2018 is voice search which means you need to hone your long tail keywords, i.e. keyword phrases that are hyper-specific to what you are selling.
Image search will continue to grow in 2018 so now might be the time to make sure all the images on your website have well thought out and optimized alt tags.
The email renaissance will continue in 2018. Get ready to watch videos embedded directly in email campaigns. Technological enhancements in email clients will continue to lead to more and more email apps that support embedded video. Right now less than half of all email clients can play embedded videos but thanks to Apple mail, iOS and Samsung this is changing. Up until now, most senders have opted to embed a fake play button in the email with a link to the video on a separate site or by GIF.
Including video in emails can lead to big increases in open rates – Campaign Monitor
Watch for more sophistication in list segmentation too. Segmenting campaigns so that specific audiences receive emails that contain content tailored to their unique perspective.
2017 was the year of streaming video in social media; LinkedIn In and Twitter followed Facebook Live’s lead and began supporting live streaming video content. In 2018 watch out for growing adoption of these technologies and more creative live streams.
Over 8 billion videos or 100 million hours of videos are watched on Facebook every day (TechCrunch, 2016). – via Buffer
In 2018 we will also see the increased adoption of short-lived content, content that’s only available for a short period of time before it disappears, – like Instagram stories and Snapchat. Marketers must start developing strategies to maximize the reach and impact of ephemeral content as well as considering tactics to get this content noticed.
On platforms like Instagram and Facebook, only a tiny percentage of followers actually see the content you share on your page. To get noticed in 2018, you will need to invest in ads on these platforms. Consider video ads to spice things up a little.
Social media analytics, measuring tools and management solutions will become more sophisticated in 2018 with an emphasis on enterprise social marketing integrating all platforms.
How Marketing Strategies will Evolve in 2018
I am going to go out on a limb here and predict that 2018 will be the year that our obsession with all things digital and only digital will end. It’s also going to be the year we’re going to start calling our discipline marketing again (rather than digital). Marketing in 2018 will encompass all aspects of the marketing mix, both online and off and marketers will use the means most likely to help them attract their target audience.
Consider this, there are 65 million business pages on Facebook, 90% of businesses use social media. These are substantial numbers, but for marketers this means that it is becoming increasingly difficult, not to mention more expensive, to get noticed. If you want to attract your target audience’s attention in 2018, then widen your horizons and consider sending them a direct mail piece (depending on the audience) in a nice coloured envelope with handwritten wording. It will likely be the only physical mail the recipient gets that day (or maybe that week or month!), they’re going to open it, and if your copy is effective they will act on it!
2018 is going to be an interesting year; technological advancements will continue to speed up. To be effective as marketers, it’s going to be important not simply to jump on the bandwagon of the next big thing but to consider options strategically and with your target audience in mind (rather than from a product or service-centric perspective). That said, video popularity has been growing year over year and won’t stop. Cisco predicted that video would account for 80% of internet traffic by 2020. So if you do nothing else, consider how you might incorporate video into your digital approach in 2018.
Facebook has become a major alternative to Google when it comes to promoting your business online and driving traffic to your site. As of this week, it boasts a massive 2 billion users. Not only can your Facebook page help bring tons of traffic to your website but the traffic it brings is more targeted, visitors are more likely to visit more pages and they will stay longer. This, combined with the fact that having a Facebook page can help you stay engaged with existing and new audiences, means that Facebook might be a major component of your digital marketing mix if it isn’t already (especially if your product is consumer related!) However, the challenge then becomes how to get more likes on Facebook.
Once you have created a Facebook Page for your organization the challenge becomes attracting the right audience and getting people to “like” and interact with your page. Here are a few tips that will help you get more page likes on Facebook.
Tips to Get More Likes on Facebook
1. Content – there is a popular saying, “content is king” and it really is the key to growing your following. Did you know that only 1-3% of your followers ever see your organic page posts? Shout out to Mari Smith for mentioning that stat at Call to Action Conference this week.
If your content adds value (by that I mean that it grabs people’s interest or tells your audience something they didn’t already know) and stimulates likes, comments and shares, current followers will be more engaged and more new followers will come. Images and videos have the most engagement and using tools such as Canva (the online design tool) are great ways to enhance your visuals. So, take the time to post quality content.
2. Website widget – add a Facebook widget to your website so that people can click from there to like your page. Providing social media links on your website is a great way to increase engagement in the digital space- especially on Facebook. When people visit your website, they may never return but if they visit your site then follow a link to like your Facebook page, you’re more likely to have an ongoing connection with them. That’s why it’s so important to have widgets on your website to form a digital connection.
3. Invite friends – use the ‘suggest to a friend link’ to find and send invites to friends but be selective and only invite Facebook friends who might actually be interested in your product or service. Also, adding a link to your Facebook Page URL to your email signature will drive more people to your page.
4. Create a unique username for your Facebook page URL like ours-http://www.facebook.com/outsmarts -which is short and sweet and branded. This will help make your page easily accessible to potential customers and clients. To do this, go to your page click on the ‘about’ section on the left and then click on ‘Create Page @username’
5. Promote your page – when you are networking both online and off, tell people about your page. Even having your social media usernames (or at least images of the platforms you are active on) easily visible on your business cards is very beneficial! If you use Twitter or other social networks, link and tell your followers in those forums too. Run a photo contest on your page to get more people engaged.
6. Update regularly – update your Facebook page regularly (refer to tip #1 when doing so!). You should update at least once a day but not so frequently that your posts become intrusive and annoying.
7. Place an ad – Facebook ads are highly targeted. Use ‘Promote Your Page’ ads to get more followers on your page by advertising to people in your target area who might be interested. You might be surprised as to how many new “likes” this will generate. You can also boost your posts so that more people see and like your updates. The more that people do this, the more your posts will show up on their timelines.
8. Avoid overselling – it is not good Facebook etiquette to simply use your page for promotional purposes. Use the 20/80 rule and ensure that you only promote your company, products or services 20% of the time (focus the rest of your posts on adding value and building loyalty with your followers).
9. Make your Page Stand Out- humans are visual creatures so make sure to use a great cover image that grabs people’s attention. It could even encourage people to click on the link below. And be sure to use the customizable call to action buttons. Having a call to action button makes your services and products easily accessible to the public. Another way to stand out is to include posts that target your specific audience- relating back to tip #1 (content is king!)
10. Promote your Page – make sure your Facebook Page URL is highlighted on all direct marketing and traditional advertising vehicles, add “Like on Facebook” information to letters, packaging and shipping materials to spread the word in other media. If you have a physical location, you could have a tablet or iPad next to checkout encouraging people to like your page.
11. Engagement is Essential – even though page likes are an excellent indicator of your success on Facebook, it is important to remember that engagement is even more vital. Are people commenting, sharing or actually liking every individual post? Remember to include great images, excellent content and use all the tips mentioned above to increase engagement on Facebook.
Advertising on Facebook is becoming more and more sophisticated to the point that you now have many different options to help you build your audience, get followers attention and drive traffic to your website.
If your goal from advertising on Facebook is to drive website traffic and conversions, then installing and taking advantage of Facebook Pixel is a must.
What is Facebook Pixel
The Facebook Pixel is a piece of code that you install on your website. It allows you to more effectively measure the performance of your ad campaigns and it helps you determine exactly who sees your ads.
The features and benefits of Facebook Pixel include:
Ability to track customers across devices
More effective targeting
Create custom audiences for retargeting
Uncover niche segments that are similar to your current ones
Dynamic remarketing of ads – people who visit your site will see your ads on Facebook
Getting started with Facebook Pixel
To install Facebook Pixel, go to the link below to create your Facebook Pixel.
There are 2 types of code you have to install on your site to complete this process.
The first is the pixel base code that goes on all of your pages.
The second is the event code which you place on certain pages that you want to track specifically.
Creating Your Facebook Pixel
Facebook is going to step you through a process to set up your pixel and to get the codes for your site.
Installing Facebook Base Pixel on Your Website
The next step is to choose which method you want to use to install the Pixel on your site:
1. Using a tag manager 2. Copy and paste the code
In order for your Pixel to work, you must copy and paste the code into your website. This cookie allows your site to send information back to Facebook and measures visits and where people go on your site.
We prefer to copy and paste the code into the website rather than using a tag manager because that way you have more control over things that can go wrong but if you are not familiar with the code of your site you might want to go with the first option. There are also several WordPress plugins that facilitate this.
Facebook generates a handy dandy Facebook Pixel ID and instructions to send to your webmaster. The code has to go on every page of your site for it to work properly. The best way to do this is to install it in your header file somewhere between the <header> and </header> and before the <body> tag.
Pixel Events Code
The Facebook Pixel events code tracks specific actions on your pages. The first thing you need to think about is your website’s call to action – what is it that you want people to do on your site? There are 3 options in the setup process.
Basic – lets you track events and optimize for conversions based on people who take action on your site.
Recommended – includes all of the above along with basic parameters providing additional data and measurement parameters.
Advanced – adds an extra layer to include product level granularity (i.e product type, style).
Here are the standard Facebook Pixel options:
Add to basket
Add to wishlist
Add payment info Make purchase
Choose the most appropriate of these depending on your goals for website traffic, conversions and what it is you want to track.
Once these pieces of code have been installed on your site you will get a Facebook notification.
You can check to see if your Pixel is working by going to your Facebook Ads Manager. There you will notice a new Pixel tab.
Click on it to see your Pixel Fires (total amount of pixel activity in the date range).
To troubleshoot or validate your Pixel set up, there’s a useful Chrome add-on called Facebook Pixel Helper.
Facebook Pixel Next Steps
Now that you’re all set up with Pixel, it’s time to create audiences and track conversions.
This allows you to target your Facebook ads to audiences of people who have visited your website and lets you remarket to them.
From your Facebook Ads Manager click on Pixel then on the ‘Create Audience’ button. Audience options include:
• Anyone who visits your site • People who visit specific pages • People who visit specific pages but not others • People who have visited in a certain amount of time • Or, you can create your own custom combo.
Decide which option best fits your needs, name your audience and that’s it. You are ready to create your first remarketing ad on Facebook but first, you have to wait till your custom audience is big enough.
From your Facebook Ads Manager, click on Pixel then again on the ‘Create Conversion’ button.
This time you have 2 options:
Track conversions with standard events – use this if you simply want to track and optimize conversions and build your audience.
Track custom conversions – use this if you can’t use standard events on your site or if you want to split conversions on your site.
Okay, so you’ve developed a presence on Facebook for your business and want to start using Facebook Ads, but where do you start? How do you advertise on Facebook? When you start delving into Facebook’s advert guides, it can all feel a bit confusing, but don’t fret! We are here to help guide you through the process. Since our last post about how to advertise on Facebook, their Adverts are still a very strong tool, but now with more options. Follow these tips and you will be up and be advertising on Facebook in no time.
Facebook Reach / Audience
Before we begin, let’s take a look at Facebook’s stats, which are quite impressive. Back in April of 2012, Facebook bought Instagram and as a result, it has opened up your reach to a wider audience. This means you can link your business’ Instagram page to your Facebook Advert account and your ad will automatically show up on both platforms. Together Facebook and Instagram have almost 2 billion users visiting their sites each month. Even with competitors like Twitter, LinkedIn and Snapchat, Facebook is still number one when it comes to the number of users and potential consumers.
Do You Have a Facebook Business Page?
Before you start, make sure you have a Facebook Business Page as you cannot create ads via your personal Facebook page. While there are a number of ways to access Facebook ads, we recommend signing up for “Business Manager” and creating an “Adverts Manager” account to design and manage your ads. One of the benefits of doing it this way is that it allows businesses to give access to multiple people working together on an advert campaign and to easily see who is working on what. You can even assign your employees specific role-based access to adverts in order to control what they can see on your account. Once you’ve signed up for an Adverts Manager account it will walk you through each step.
Determine Your Marketing Objective
Every campaign starts with an objective so determine what yours is. Not sure? Facebook helps you determine your marketing objective by defining each type of objective they offer to help guide you to the outcome you want for your campaign. When you are setting up your ad campaign, you will see a list of all the possible objectives (see image below). You can click on each objective for its definition to help you decide which one is best for you and your business goals.
Some of these options offer what Facebook calls a “split test” which is also known as A/B Testing. It allows you to create two adverts to test and compare which one does better. Speaking of testing, it’s always a good idea to test two adverts at the same time. They should only have one to two different variables such as different images. Run them for 1-2 days and see which one does better.
Define Your Audience & Advert Placements
After you have identified your objective, the next step is to identify your target audience. Facebook makes it easy and steps you through the process. This is where you will spend most of your time defining whom it is you want to reach with your ads.
You choose your audience based on demographics, their behaviours, interests, and/or their contact information. There is a handy-dandy Audience definition (graph) to the right-hand side of the audience page (see the image below for an example). Use it to gauge how well you’ve defined your target audience. It will tell you the difference between how many people you are actually reaching versus how many people you could be reaching. To reach more of your targeted audience, increase your bids and budget.
You can also choose where your adverts will be placed or you can let Facebook automatically select this for you. We recommend that you select “Automatic Placements” when you first start out. The available placements are:
Facebook feeds (mobile and desktop)
Facebook right-hand column
Know Your Ad Budget
It’s important to know your budget before you start creating your advert campaign. Facebook has an ad for every budget making it affordable for everyone. It’s also important to know that there are two different types of budgets: Daily Budgets and Lifetime Budgets.
A Daily Budget is what you’re willing to pay for an ad per day. What you spend on the first and last days are prorated depending on the run time for those days. Meaning what time did the ad start on day one and what time did it end on the last day. Those two times may be different which is why the cost is prorated. The default minimum cost per day is still $1.00 for Daily Budgets. However, that doesn’t mean you’ll be charged $1.00 every day your campaign runs. For example, one day it might be $1.50 and another day $0.50 to maintain an average daily budget of $1.00. You can increase your daily budget to improve your ad’s exposure and reach. Remember, Facebook will always let you know the maximum amount you’ll spend during your campaign, so you don’t have to worry about going over budget.
A Lifetime Budget is what you’re willing to pay over the duration (lifetime) of an ad. Facebook tries to apply your budget evenly over the length of time the ad runs. The default minimum cost for Lifetime Budgets is $30.00, and like the Daily Budget, you can increase it to any amount you want which will improve your ad’s exposure and reach. Whether your ad runs for a week or a month, the cost will be at what you set it.
If you are just starting out, using the default Daily Budget option of $1.00 or even increasing it to $5.00 is more than enough to test the waters and see what works and what doesn’t. You can always change your budget once you’ve figured out which ad campaigns have worked the best for you.
Schedule Your Ad
Don’t forget to choose a schedule. There are two options:
Run my advert set continuously starting today.
Set a start and end date.
It’s up to you which option you choose, but if you’re someone who is a tad forgetful, then choose a specific time range. You can always stop the ad whenever you want. Remember the length of time your ad runs, also affects your budget. The longer it runs, the higher the cost. We recommend that you run an ad for no more than 3 weeks as Facebook ads tend to get stale by that point. You can always replace it with a new ad campaign with fresh images and text.
If you’re wondering how Facebook determines the cost of their ads, well it’s a bit complex and it doesn’t help that Facebook is constantly adjusting their formula. The exact cost associated with your advert being shown to someone is determined in Facebook’s Advert Auction. To learn more about it, read “Understanding how bidding and our ads auction work.”
Choose a Facebook Advert Format
Facebook adverts offer more format options than ever before. There are five to choose from: Carousel, single image, single video, slideshow, or Canvas. While most of these formats are self-explanatory, Carousel and Canvas are not.
Carousel lets you show up to 10 images and/or videos in a single ad. When people view your ad, they can scroll through the carousel cards. One of the benefits of Carousel is that it lets businesses tell a story through carousel cards or to showcase one long image that is divided between the carousel cards.
Canvas is Facebook’s newest format and it allows you to combine both images and video. You can tell a more in-depth story about your products and/or services. It is customizable and there is no one way to create a Canvas ad. If you choose to design a Canvas ad, it’s best to plan in advance what type of experience you want to create for the viewer and to have all your media materials ready in advance.
Your ad will appear on desktop, mobile news feed, feature phone, and Instagram, so it’s important to follow Facebook’s guidelines when designing your ad. You want to ensure it looks good everywhere it appears whether it’s on Facebook, Instagram or your mobile phone. Listed below are the recommended design guidelines to ensure your ad displays the way you want it to:
Recommended image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your images should have minimal amounts of text. Facebook adverts that contain images with little to no text tend to cost less and have better delivery than adverts with image text. So, what count’s as text in your advert image? Logos, watermarks, and numbers.
For a comprehensive list of design guidelines for each marketing objective, read Facebook’s “Adverts Guide.”
It’s easy to use your own images. Just remember to size them properly beforehand otherwise, they won’t upload or they will be cropped. Don’t have any of your own photos? You can use the free stock images provided by Shutterstock via Facebook.
There are three areas on your advert to add text: Text, Headline, and Link Description. You don’t have to use all of them. What text you include is up to you, but it’s always a good idea to have a call to action. You can even use Facebook’s “Call to Action” button which offers a number of options such as contact us, learn more, download, signup, and etc.
You now have the option to add a Facebook Pixel to your ad campaigns. The Facebook Pixel is a piece of code that you install on your website. It allows you to more effectively measure the performance of your ad campaigns and it helps you determine exactly who sees your ads. Learn more about it in our blog post, “How do Facebook Pixels Work – Getting Set Up.”
While designing your ad, there is an advert preview pane to the right that updates every time you make a change. There is also a drop down menu that shows you what your ad looks like on other platforms or you can use the arrow buttons to scroll through. You can experiment with your ad’s format, images, videos and text until you are satisfied with the results. You can make your advert as fancy or simple as you like.
Tracking The Results of Your Facebook Ads
Okay, so you’ve created your ad, hit the “Place Your Order” button and it has been reviewed and accepted by Facebook. What’s next? Track and measure the performance of your advert campaign using Facebook’s adverts analytics tools. Information is presented in easy and simple visual reports. Your report includes topics such as reach, actions taken, details on the audience that you reached and more. Reports are also tailored based on which marketing objective you chose. Use these analytic tools to determine if your campaign was a success and met your objectives and goals. The data can also inform your future campaigns.
Are you ready to get started? Need help? Just let us know. Facebook ad creation and management is just one of the many services we provide.
About the writer: Gloria Botelho is a practicum student from the Digital & Mobile Marketing program at Simon Fraser University. Gloria lives in East Van and is obsessed with cats, flowers, street art and all things Portuguese. You can follow her on Twitter @glorbot and on Instagram @gloria_boria.
Hashtags are a really useful tool for small businesses. You can use a hashtag to extend your social media reach and to engage prospects and like minded networkers. Used right they will help you build your following, your posts will reach a far wider audience, you will get more leads, and boost productivity. In this post, you will learn how to use hashtags to grow your online social presence.
What is a Hashtag?
In social media a hashtag is the hash or pound sign (#) followed by a word or key phrase that is used to categorise what your post is about. For example, if you are posting about social media, you might use the hashtag #socialmedia or #socmed. When you post to social networks using a hashtag, this then becomes searchable i.e. you can click on it to see all posts that use the same hashtag and it makes it more likely that people will find your post.
A Few Things to Know About Hashtags
Never include a space in your hashtags. If there’s a space, then it won’t be searchable.
You can include numbers and capital letters in hashtags. Capitals often make the hashtag more readable and understandable.
Use hashtags that are short and sweet. Trying to fit a whole sentence into a hashtag makes it incomprehensible and reduces its reach.
You can (and should) have your own hashtag. One that you use to brand your posts.
Hashtags are hugely important on Instagram and are key to building your following.
Be extra careful when using hashtags on Facebook. Don’t use too many (2 is enough) and don’t use them too often.
Don’t use made up hashtags that mean nothing unless you are trying to be funny (this can backfire and be a waste of your time).
To decide which hashtags to use, first think about what you are posting about and then consider which words you would use to describe your post. For example when we share this post we might use hashtags like #socialmedia and #marketing.
Once you have determined the most appropriate word to use you can dig deeper using tools that help you to determine the most popular ones to use. Hashtagifyme allows you to search for a hashtag and view related hashtags and their popularity. Choose the ones that are most popular to get the widest reach.
Using hashtags is a central component to building your following and engagement on Instagram. This app allows you to use up to 30 tags – if you try to use more you won’t be able to share your post.
The optimum number will depend on your audience and your posts but a general rule of thumb is to use between 5 and 10 (test and try this to see what works for you!). Upload your photo then enter your hashtags in the caption area.
More sophisticated users often enter a few tags in the caption area then more in the comments (there’s also a way to hide them to make your posts look cleaner but still make them searchable by adding line breaks). It’s a good idea to save a list of hashtags you frequently use so that you can simply copy and paste them from your phone. Instagram has a useful feature when entering hashtags that allow you to see how often these terms are used.
Twitter can be a really confusing network and most people really aren’t sure how to use it effectively. Hashtags can really help with that as they help to organise constant streams of updates and help you (and your audience) find the nuggets of information they are really interested in. Use a relevant hashtag before relevant keywords to help your Tweets show up better in search. You can use them anywhere in your Tweet and popular hashtags often become trending topics. A general rule of thumb is to use 2 – if you use more then engagement will decrease.
Using hashtags efficiently and effectively can be a great way to increase your social media productivity. Remember to use them efficiently and effectively according to which platform you are on.
This post is an adaptation of a blog post that Mhairi Petrovic of Out-Smarts Marketing wrote for SMEI.
Facebook can be a great place for small businesses to build community, loyalty and awareness. It can even level the playing field with larger competitors. It is important to remember, when using Facebook for your small business, not to hide behind your wall or try to make your business out to be something it isn’t. Be authentic, transparent and genuine – get out from behind your wall from time to time because the best online presences are those that reflect, augment and intertwine with your everyday functions.