Social Media Angel Blog

Create a Social Media Marketing Content Plan.

Defining your target audience is the basis of all marketing that you will do in your business.

It seems simple. Most of us know our market based on the demographics of age, gender so on and so forth, but we need to dig much deeper to give your customers an experience that they will fall head over heels in love with. So, without any further ado let’s get stuck in.

  1. We must without a doubt put ourselves in our customer’s shoes. What are they thinking about or trying to achieve when they are doing their research?
  2. Once they have found what they are looking for, where do they go from there?
  3. And the most important step… What is the FINAL question that they need an answer before making a purchase?

You really need to get inside their heads. Easier said than done, right?

Meet Marion: Marion is

  • Analytical
  • Methodical
  • She’s interested in facts and figures
  • She talks to her friends
  • She uses LinkedIn to gather information
  • She likes to B2B approach that LinkedIn provides
  • Likes to be able to ask her peers recommendations

Her approach is

  • Early – Do I really?…
  • Middle- What is involved?…
  •  Late -How much?…

Meet Jerome: Jerome is

  • Creative
  • Visual in his approach to business and life
  • Passionate
  • Curious
  • Always asks before deciding when buying
  • Asks friends for recommendations
  • Uses Google to search
  • Jerome uses Facebook, Instagram to find what he is looking for

His approach is

  • Early – What is?…
  • Middle- How do I?…
  • Late -Where can I?…

The next step is to decide if you will use social media for business and what KPI’s you will be looking for.Ask yourself, ‘What do I want to achieve?’ Without a goal, you can’t tell if it’s working or not. Like every other business activity, you must set goals no question.

When looking at the goals there are three main possibilities:

  1. Building a community – You may have already grown a community in a closed group with people who have already engaged your service or brought your product. You may have 200 people in your private group which in the first instance does not seem like many you have a group of customers that you have nurtured over time.

Here are the metrics that you can use to measure the activity in your group

  • Number of people in the group
  • Engagement on your LIVE videos
  • How much engagement you are getting on your daily posts
  • Is your group asking you questions and are you engaging with them?
  1. Increase your brand awareness- More and more businesses are using social media to build brand awareness. On average, we spend 2 hours a day or close to it which is why building your brand on social media is more important than ever before. If you are using Twitter to build your brand than these are the metrics that you should be paying attention to:
  • How many followers do you have?
  • How many impressions?
  • Are people mentioning you and sharing your tweets?
  • Have a look at what the top tweets are (this will help you understand what your audience is looking at).
  • Check out how many people have checked out your profile.
  • How many new followers have you acquired?

NB, you can find these metrics in Twitter analytics.

Boosting engagement is the SECOND most important metric we use to measure our social media KPI’s. Building engagement is the way in which we build trust, perception and recommendations in the digital space. Engagement is so important on Facebook and Instagram as these platforms prioritise posts that receive higher engagement showing them in the feed before the posts that receive a lower engagement level.

  1. Choosing the right network.

It is surprising that when people begin to use social media to promote and build their business that they decide to have an account on every platform imaginable. Please don’t do this. It is so time consuming for a start and can be counterproductive. Take the time to do the research and find out which platform your potential customers are on.

Facebook

According to the Sensis Social Media Report 2016 our favourite social networking site is still Facebook. Worldwide Facebook has 1.86 billion monthly active users. Facebook users are watching over 100 million hours of video content DAILY on the platform. There has been a 700% growth in video views since the launch of Facebook LIVE.

Facebook have recently released the ability to advertisers to promote their products via the messenger app. (More on this later)

Twitter

This platform has not really taken off in Australia has it has overseas therefore make sure that you research as much as you can as to whether this platform is going to serve your business. In 2014 Twitter had 45% of the social media space. In 2016, it has dropped to 34% and continues to decline.

Instagram

The Sensis report tells us that Instagram had 31% of the social networking space. Instagram continues to grow at a steady rate. If you have a business that relies on images then this is a great platform for the fashion and beauty industry. Back in 2016 Instagram released a feature called Instagram stories which allows you to share all the great moments in your day as a story. (We will look deeper in how to market with this feature later.)

Pinterest

Pinterest is a platform for collating all your favourite things on what is called aboard. The demographics for Pinterest are skewed towards a female audience which holds an 11% of active users in the social media space in Australia. Eighteen percent of the female population that is on social media uses Pinterest on a regular.

LinkedIn

This is still the primary platform used for business to business networking. According to the statistics more men than women use this platform.

YouTube

Four hundred hours of video is uploaded worldwide to YouTube every sixty seconds. YouTube is a male dominated space.

Snapchat 

This audience is a young one with the average age being in the 19-29 bracket. In the United States this app ranks ahead of Tumblr and Twitter with Millennials.

There are many smaller niche networks out there that could very well suit your product or service rather than the main stream so don’t forget to research these as well.

Topics for Content 

The next step once you have chosen your platforms is to get the content you are going to post, keeping in mind if you are posting to more than one network the content will need to be crafted according to the platform.

Your content needs to be:

  • Unique
  • Specific
  • Relevant
  • Be about what your audience needs not what you want to sell.

Don’t focus on trying to get the next viral post. Not a realistic goal and is not what your content goal should be.  You need to focus all your efforts on cultivating and nurturing your community. Talking about what you sell all the time and making it all about you will lose you fans more than gain them. The idea is to keep them around and engaged so that when they need to buy a product or service that you provide, you are the brand or company that they think of first. ALWAYS create content around your target audience.

Now you have the tools to seek out your target market and which social platform they are hanging out on it’s time for the fun stuff. Get creative and get posting.

Elbows off the table and LET’S talk manners

 

please-thankyou

As civilisations become older, a sense of order tends to permeate through its members. This is often unspoken and vague, yet breaking this code can lead to being ostracised from society. So it is with social media. There are generally accepted rules that define what a successful business does in this space. I’m not talking about any specific platform’s terms and conditions, although breaking these will likely result in loss of your profile. No, I’m talking about the more ephemeral ideals that people expect to see on online. Like keeping your elbows off the table at dinner or not chewing with your mouth open, it’s important to avoid the following social faux pas.

Keep On Message

When people follow your accounts, they are signing up based on several fact
ors. Brand recognition, previous dealings, keeping up to date. Followers are also using your profile information to get an understanding of what your account is about. As such, you should be keeping your posts related to this outline. Each time you go to put something online, ask yourself if it is in line with your brand. Will your followers find value in it?

Tightly aligned with this is avoiding spam. It seems like a no-brainer, but it’s a slippery slope when you’re starting to post more frequently. If you struggle to find useful content, the topics may begin to broaden into areas not aligned to your business. Your followers will see this and become blasé about future posts, drastically reducing engagement.

Communication is two-way

No-one likes being talked to. As humans, we want to engage with others. It is called social media after all. As such, if someone writes a comment or sends a message, respond to it. In fact, for some platforms such as Facebook, quick response rates can even help improve your account’s ranking. Now, unlike your teenage daughter, as a business you can’t be on your phone 24/7; however, that doesn’t mean you can’t put aside a small amount of time each day to respond to online messages.

This can be taken too far though. If you start to rely on automated messages, then you can drive people away. Messaging a welcome when someone follows your account may seem like a good idea, but consider yourself on the receiving end. How many default “thanks for signing up, why not check out XYZ” messages have you ever actually followed? It just comes across as spam, and we’ve already discussed what happens with that.

Play Nice

Don’t disrespect others. It may seem odd to have to mention this specifically when discussing manners, but here it is anyways because it’s just so important. Online disagreements can easily get out of hand, becoming personal or vindictive. This will only end badly for your brand. Be respectful to everyone, especially your competitors. Their audience will probably see your communications and guess what, they are also prospective clients for your business. If you take the high road, they’ll see that and your brand will grow in their minds. Of course, don’t let your competitors freely disparage your business. Provide both sides of the coin with civil responses so that readers can form their own opinions.

Following these simple ideas will help you to avoid online backlash from your social media accounts. Whilst this list is by no means extensive, it is a great starting point. The biggest piece of advice we can give is to take the time to consider your social media strategy. What image do you want to portray for your business? Keep this in mind when posting and you’ll avoid a lot of the pitfalls. And if you’re ever in doubt as to the direction you’re going, Social Media Angel is just a phone call away.

 

 

 

How Social Media Changes for Business Use.

digital composite of hands using notebook with graphics

 

 

 

 

 

 

 

 

 

 

 

Social media is a fantastic marketing tool, and if you’re reading this then you’re probably already aware of the targeting and reach that can be achieved through the various platforms. If you’re just starting out, or been at it for a while with mixed results, then there’s one thing that most businesses miss: how your business posts are displayed differs greatly from personal posts.

Way back in 2006, Facebook instigated the first algorithm-based social media feed. Doesn’t sound very exciting, but this little tweak drastically changed the way that a business reached their audience. Facebook realised that timelines were getting inundated and they needed a way for users to see what was important to them before they left. The stats were in the order of users receiving over 1,500 stories a day, but only seeing 100. The outcome of this: just because someone likes your page, doesn’t mean that they’ll see your posts.

Since the inception of algorithm-based timelines, Twitter and Instagram have also followed suit. As a user of social media, it’s easy to see why. When you’re scrolling through a long feed, you want to see that most interesting/important things first. As a business, the big questions is: how do I get people to see my posts?

Sadly, there is no magic bullet. Facebook in particularly has an incredibly complex algorithm to filter out the best bits. Frankly, the amount of information they gather is astonishing. It’s not just reactions anymore, but whether a user comments on a post, shares it, even how long they spend viewing the post. With video, it gets even more big brother, as it factors in whether a user goes to full screen, enable hi-definition video, even turns up the volume. Add to this that a business page’s relevancy is reduced against friends, and you can see the problem.

To make matters worse, the algorithms used are hidden and constantly changing. There’s no concrete evidence as to exactly what affects your visibility and by how much, other than trial and error. So, whilst you can be going fantastically for a long time, one minute modification can derail your whole campaign. Recovering from this can be a time-consuming process, one which takes away from growing your business.

So, what can you do to maximise your business’s reach? The best possible solution is to provide engaging content. Yes, sounds simple, but the more engaged your audience is with your content, the more of it they will see. If you keep them viewing and reading, clicking and commenting, then the various social media platforms will recognise the quality of your posts and increase their visibility.

If all this fills you with despair, relax because help is available. Social media managers, such as ourselves, live and breathe this stuff. We keep on top of the changes and can bring you back up to speed quickly as they occur. We’re here to get you the most out of your social media platforms, so why not give us a call now?

 

 

How to use Facebook Groups for Your Business Without Ticking Anyone Off

Blog-Post-Community-freshblue

Facebook groups are a fantastic way to connect with your clients especially if you are in the direct selling industry. But there are a few things that you should take into consideration before you set up your group.

1. Please don’t just add someone to the group without checking with them first. Imagine how it feels to be inundated with notifications and emails from a group you didn’t know you joined.

2. Best practice would be to have the conversation first before you click the add member button. Also make sure that the people that consent to be added know how to leave the group. You can’t keep people hostage! I know how to leave groups. For some it will be the first group that they will have an interaction with. Make sure they know how to switch off all the email notifications. These can alienate a group member by having too many notifications coming through.

3. Tell people what the group is all about. Give people the opportunity to decide if they want to be a part of the group. (See rule 1). The group needs to be providing some value for people to join and be engaged within the group. When the people see the value they will come.

Groups are a valuable tool to help grow your business if you take the time to think about what you want to achieve it and more importantly how it is going to benefit your client most of all. But remember your purpose is to build a community and the last thing you want to do is alienate them before you even start. Have a plan and a clear direction of how you see your group and do everything that is possible on your side of the group to make sure that;
A. Have a clear and concise plan of your objectives
B. People will come and join if they can see what’s in it for them.
C. Don’t just add people without seeking their permission first.
D. People come because they want to be there not because you say so.
E. Make it easy for people to leave if they choose to.
F. Give clear rules on behaviour.
G. Make sure that you are present in the group often and that you are monitoring the group for questions and comments.
When groups are run correctly they are awesome place to be. If they are not run properly, then it could be detrimental to your business and that is the last thing as a business owner that you need.

Calling All Party Plan and Direct Sellers. This one is for you.

Now I know that you are excited about your products and that you desperately want to get the word out there and sell more of those gorgeous products that you can’t stop talking about, but stop……….and let me pose this question to you. Are you using your Facebook Business Page to your best advantage? Do yParty Planners and Facebookou know who to use it to your best advantage? If you are struggling and feel like giving up, please don’t! Read on and find out how making a few little tweaks can make all the difference.

Are you doing everything exactly the same as everyone else? You know the sheep syndrome because it’s time to change. Finding it to darn hard to conjure up content that your tribe are going to love and share? I know it doesn’t get any easier, but maybe just a little tweak here and there will be just what you need to kick it up a notch!

So read on. You must be interested you’ve come this far!

Let’s see if we can’t set your page on fire.The most important thing that you have to remember and this applies to everyone that is using social for business, is to not sell, sell, sell. This is the quickest way to lose people. No one likes being spammed with promotional posts screaming BUY ME! So forget posting promotional posts every hour of every day. You must STOP! Yep, I hear you saying but I need to sell my products and book parties. I know I’ll give you hints how. Read on.

When considering what content you are going to create put on your creative cap and think outside the square. You’ll be surprised what will happen when you give your imagination the freedom to be creative.

Again, don’t post like a sales rep.

Post everyday on a regular basis, more if you can. Why? There is so much going on in the newsfeed and every one of us is fighting for space so to post less and on a less than regular basis, well quite frankly it is a waste of time. Check out your insights and see when your tribe are most likely to be on line and post then.

Get up close and personal. No, not like that. By personal I mean by posting pics of your team at a product launch or take a photo of your work space and let people see you in your natural environment. And when someone interacts with you, engage with them. Get into a conversation.

Ask for an opinion on a dilemma you may have. Could be something like what colour suits best or summer or winter? Think outside the box.

You can talk about your products and how they have helped you and that is why you adore them so much but cut the sales pitch.

Share your knowledge on your products.

You could create a Facebook group and invite your loyal tribe members there. Great place to get a captive audience. This is where you could offer them something for being a loyal customer and make them feel very special. A group member only special. Once you have them captured don’t let them escape, (only joking).

Use both the business page and the group in your strategy.

Have you seen that little button on your timeline cover? The one that says ‘create your call to action’. Configure this. It’s easy peasy. Just make sure that you choose the one that is going to be more beneficial to you and your tribe. No point using the sign up here if there is nothing to sign up for.

Get game and use Facebook ads. Done correctly a little can go a long way and bring you  great results. This ad format is so controllable. If it’s not working, then you can stop the ads and tweak to your hearts content. Remember Facebook have the last say on whether your ad will run or not, so make sure you stick to the guidelines on the amount of text and what you can advertise.

And last but no least………. have some fun building your tribe and if you still find yourself struggling on your own it’s probably time to call in the cavalry and get someone to one training.

And really last but not least. If you are using your personal profile as your business page, then please stop now before the Facebook police shut you down.

 

Happy Friday

Deb

Are You Using the Facebook Graph Search for Your Business?

I believe that one of the biggest headaches for people marketing or building their brand on Facebook is trying to find out what content people like and what to share, so today I want to share with you several ways you can use the Facebook Graph Search tool to find out what to share with your fans.

So let’s dive in and take a look!

The tool I am talking about isn’t a download. You don’t have to pay for it. It’s already available to you right on your Facebook account.

Yep, there it is!

Facebook Graph Search

Search #1:

Now, for the first exercise let’s say you wanted to find out what other pages the people who like your page , like. Type in the search bar- ‘pages liked by people who like {name of page here’ } and hit enter (obviously you don’t type in the quotation marks). Here you see some of the pages that people follow who have liked my page.

This is a great help if you are going to running a Facebook ad campaign and you need to decide on how and who you are going to target those ads to.

Facebook Graph Search 2

Search #2:

The second search is this- ‘ pages liked by people who {name of page 1 here and name of page 2 here}.

 As you can see in the graphic, Facebook has now found more pages. This is a great search to use to check out what other companies in your field are posting and you may be able to utilise and share some of their content. After all being on Facebook is about sharing. If you comment on the posts of your competitors you may be able to win some more fans your way, but that is a whole different story not for today.

Next we come to ‘posts or photos liked by people who like {name page here}.

Easy way to find images that you can share without through your own or others timelines to find relevant content.

 Facebook Graph Search 3

 

 

Search #3:

 If you have your own friends that like your page, they will be more inclined to share your content if they are enjoying your page and in doing so your content is being shared among a wider audience.

Do so this search type in your Facebook search bar – ‘Friends of my friends who like {name of page}.

Facebook Graph Search 5

If you’re friends of friends profiles are public you will be able to scroll through their timelines and see what interests them and if it is line with your strategy you can share their posts, ever increasing your reach. HINT* Make sure that what you share is relevant for your major audience or clients. Don’t post for the sake of posting.

 

Search #4:

The search query that I used in this grab was ‘friends of friends who work at [name of company}. Gives you another angle with which to see what interests people have so that you are better able to target your content in the right direction.

Facebook Graph Search 6

So that is the Facebook Graph Search tool.  A handy one to have when you need to see what your fan audience is interested when on Facebook.

 

 

 

 

 

 

 

 

 

 

 

 

 

Are you relevant? Facebook Introduces a Relevance Score for Advertisers.

Facebook-Logo

Do you use Facebook advertising to promote your business? Then  you may be interested in the latest development that enables tracking of the relevance of your ads to your audience.

Facebook have introduced a ‘relevance score’.  You will find the score located in your ads reporting tool.

Rolling out globally this week.

Read the full article here:

www.facebook.com/business/news/relevance-score

 

 

Adding a Call to Action Button on Your Facebook Timeline Cover  

Thumbs Up Facebook

When this was announced I have to say I did a happy dance. Then I noticed that my page doesn’t have the option yet, so yours may not either. But there is nothing like being prepared when it does appear.

If you are the page admin then you will have the ability to add the CTA to your timeline cover.

Not only will the buttons be seen on the desktop but also mobile devices.

There are seven calls to action to choose from:

 


 

  • Book Now
  • Contact US
  • Use App
  • Play Game
  • Shop Now
  • Sign Up
  • Watch Video

 

The call to action buttons will roll out in the US first and then the rest of the world next year so we are going to have to be a little bit patient!

 

Facebook crack down on prompted posts

“Pages that post promotional creative should expect their organic distribution to fall significantly over time.”

Do you feel that this is ‘Deja vu?’ I can hear uncontrollable weeping.

Facebook continually use your feedback. Facebook researchers have analysed all the data have come to the conclusion that what we want to see in our news feed is not the constant selling of products from business owners.

Now, this is not a new thing. If  you remember back in the day Facebook started out as a social space where people connected with friends and family and bragged about the holidays that they have been on, but now business is using the space to connecting with their perspective and loyal customers.

From a customers point of view I can understand why they don’t want to be bombarded every second post with a ‘buy me now’ cry.  What we need as customers is to be fed informative, motivational, funny stuff interspersed sporadically with your new products.  We want to feel inspired, listened to and dare I say it ‘loved’.

As a business owner I don’t share my business products via my Facebook page. That’s what my webpage is for! My Facebook page is to have fun, share information and answer questions and chat to people. I guess it’s about branding to a degree.

Facebook will start decreasing the organic growth on pages that they feel are  too promotional. Remember these are posts on your page not your paid advertising.

 

The Facebook blog post says:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads

So what is going to happen?  In January 2015, Facebook will remove these kinds of posts from the news feed.  So, if your page relies on these kinds of posts you will find that your organic growth is going to just about disappear.  What is going to happen to pages that rely on this kind of post at for instance at  sale times. Well that is a little cloudy.  I have heard some comments that Facebook are trying to move everyone towards paid ads, but I am  not so sure. I am hopng that this move is to try and make a more even playing field for all businesses who are using Facebook and trying to do the right thing.

 

Anyhow for more information you can check out the actual post here. https://www.facebook.com/business/news/update-to-facebook-news-feed

If you are wondering what you need to do then give me a call and we can discuss your options. Don’t what ever you do give up on your business page.