Great pay per click marketing tips for improving your bottom line

Pay per click marketing is a popular digital marketing tool. Companies set up advertising on a search engine or social media platform and pay a small fee for the advert every time an online customer clicks on it. If used effectively, pay per click marketing can help you grow your business and improve your bottom line.

To help you make the most of your pay per click marketing, follow the tips we've outlined below:

Have a clear objective

With pay per click marketing, it's important to have a clear objective - what are you trying to achieve? For example, if you have a product you're trying to sell, you may want to funnel online customers to your website to purchase this product. Clearly defining your objective will help you create a persuasive advert and select the keywords that are appropriate.

Choose the right keywords and terms

It's essential to choose the right keywords and search phrases for your advert. These reflect what your online customers generally type into a search engine to find the products or services you're selling, so a great tip to help you find keywords used regularly by online customers for the products or services you sell is to use Google's keyword planner tool in AdWords. By experimenting with keyword abbreviations and everyday language, you may also find keywords that have a stronger online following.

Set yourself a budget for your campaign

Determine upfront the price you're willing to pay for the keywords and phrases you choose. With search engine marketing, you need to be aware that the price you pay will vary depending on how competitive the market is. Also, with social media marketing, the higher your budget, the better your access to a large audience.

Streamline the sales process with a landing page

For any advert you put out, make sure you have a landing page set up that customers can be directed to when they click on the advert. This makes it far easier for you to get them to take the next step, whether that's buying a product or service, signing up to a subscription or filling in a sales enquiry. The information on your landing page should reinforce the message of your advertising campaign in more detail, convincing your online audience of why it's in their best interests to take the next step with you.

Track and optimise your customer's journey

Pay per click marketing campaigns give you access to analytics, which allow you to track and optimise your customer's journey so that you achieve the best results possible. If you find you aren't getting the results you are after from your pay per click campaign, experiment by trialling different keywords and phrases, changing your advert or increasing your budget. Tracking the analytics of these different attempts will show you what works and what doesn't, enabling you to have more success with your campaigns and, most importantly, improve your bottom line.

If you'd like further tips on pay per click marketing or you want assistance setting up your campaigns, contact our marketing experts at Whitecrow Digital today - we specialise in targeting and re-targeting marketing campaigns.


The Keys To Using Social Media Effectively

At the start of the new year many clients we talk to are interested in reviewing their social media strategies and what they can do to generate more from the seemingly hundreds or even thousands of customers at their doorstep. Firstly, it's not easy to generate results from social media. It typically takes either an investment of time or money & usually it's both. To get you started here are some simple tips we use that you can implement easily:

Optimise Your Social Media Profiles

It's seems really obvious that all your contact information should be up to date including your branding and cover images, however it's often overlooked. Having the most critical up to date information on your social media accounts including your phone number, website & email address is important. Why? Facebook as an example is now becoming one of the biggest search engines due to the sheer amount of information that is generated daily. If someone is searching for you they will either go to Google or Facebook. If your information is incorrect they will move onto the next business.

Pay To Play

Don't expect to cut through to your targeted audience without some promotion. This could be as simple as a follower engagement campaign on Twitter or a Facebook likes campaign. This organically increases the reach of your posts and also will increase your number of likes and followers. Just make sure you are clear on who your desired audience is, what their interests are and what their key demographics are. You don't need to spend a fortune. You can achieve some basic results spending $50 per month.

Consistency

One of the biggest reasons people on social media interact with a brand or service is that they deliver consistent content that is timely. What this means is that if someone likes your page and they interact with you regularly they know what they are getting and when. This is why it's important that you focus on your tone, messaging, posting times and content regularly. If you plan and stay consistent your levels of engagement with people who are genuinely interested in what you do will increase.

Focus On Value & Not What You Do

The days of simply posting "we are good at this and we are good at that" doesn't work anymore. Think about what you engage with on social media. Try and implement this into your business and the posts you create. How can you create value for your audience? This means sharing other peoples content as well as your own. Delivering value over self promotion will deliver greater results.

Reviews

If you provide a great service encourage your customers to review you on Facebook. While you can tell people all day about how good you are the impact of seeing other people giving you positive reviews is far greater.

Plan, Schedule & Promote Your Posts

Most business owners are time poor and struggle to stick with social media long term. They don't believe the results are worth the effort. It's important that you pick the right channels to target and it's also important to stick with it long term and invest. Developing a consistent posting plan and scheduling your content can save you hours of time and worry. Tools like Hootsuite or Buffer can help you schedule, monitor and evaluate your social media posts and audience.

Related Tags: Social Media Marketing Newcastle | Digital Marketing Newcastle


7 Social Media Tips For Small Businesses

No matter the size of your business a sound social media presence is important. Customers now use it as a channel to communicate, ask questions, complain, review and search for products and services. Managing your social media channels is not only time consuming it’s also often difficult to get right. Here are 7 tips from our experts on what we think your business should start doing today.

Align Business Goals To Your Social Media Goals

Social media is just like any other digital marketing channel. You should be measuring and reviewing it regularly. A common mistake businesses make is that they don’t set expectations from what they want from their social media activities. They see it as a must have, throw up some content and usually see less than desirable results.

The best thing you can do is align your marketing or business goals to your social media goals. It’s important that your goals are measurable so you can set action plans regularly on how to achieve them. For example a goal to increase engagement isn’t good enough. You should outline that you want X number of likes by Y date or Y number of followers by X date. Set goals, measure, review and implement your action plan.

Audit Your Profiles & Compare To Your Competitors

The best place to start when developing a social media plan is auditing and analysing your competitors and how they are performing in comparison to you. You can start simply by identifying the number of likes & followers they have and comparing that to your profiles. Some questions you can use during your audit:

  • How many likes and followers do they have?
  • What type of content are they creating?
  • What content is resonating with their audience?
  • What are their strengths?
  • What are their weaknesses?

Here is a great resource to get you started. Once you know a bit more about your competitors you have the opportunity to take parts of what they are doing, make it your own and create a differentiation point in the direction of your social media posts.

Content, Content & More Content

Doing content right isn’t easy. Curating, creating & sharing the right content takes time. Social media is an experience for most people. They want to be entertained, informed or educated. With your organic posts you should be focusing on a strategy that blends your own created content and other pieces of curated information.

Don’t just focus on everything about yourself and your business. People will quickly get turned off if you are constantly trying to sell them something. A great way to highlight a product or service you have is to turn it into a piece of content.

Let’s say you sell widget X. Instead of just promoting the product create an article, video or infographic around how customers can use it and the benefits. Your product may solve a problem for your customers. Highlight how it does it and then share it on your social profiles. The effect will be greater than a simple post saying “Hey buy X widget because we think it’s really good”. When creating your content for social media try and think about what pain points your customers have, how your product solves it and how you can tell them that in an entertaining, informative and educational way.

Schedule & Save Time

If you run a small business or you are in charge of your social media activities within an organisation you’re likely time poor. Thinking of content ideas, sharing content, trying to increase engagement, commenting, sharing and liking takes a lot of time. To increase the effectiveness of your time on social media you should invest in preparing an editorial posting calendar and scheduling your content in advance.

We recommend preparing a plan for content a month in advance. You could keep the same consistent structure each month as follows:

  • Post the same time every day - optimise the times of the day by analysing engagement and reach to find out what time of the day seems to work for you
  • Develop themes aligned to your business. An example would include Inform, Educate, Entertain - create your own or curate content that matches these themes
  • Source user generated shout outs or reviews - hashtags can be especially useful for this. Find any content your customers are posting and share it. Make sure you give it your own spin when you share it
  • Schedule your content using a tool like Hootsuite or Buffer
  • If one person schedules your social media posts then try and get another person in the business to audit and check your posts
  • Maintain consistency in your messaging, voice, tone & calls to action

Tailor Your Message To Your Social Media Channel

It’s tempting to get every single social media profile you can because that’s what everyone thinks you should do. Most businesses get excited open a Facebook, Twitter, Instagram, YouTube, Pinterest, Snapchat, Linkedin & Google+ account. They then post once or twice and then lose interest. Does this sound familiar? Think about your business, audience and potential customers. What social media channels are you most likely going to find them on? If a social media channel doesn’t make sense for your circumstances then don’t use it.

Once you identify your ideal social media channels you should start to think about the different messaging and content you should share. Everything should be tailored to how users see and consume information when they are scrolling. What you post on Facebook should be different to what you post on Twitter. Be aware of the nuances on each channel and how that will affect what you post. Are visuals important? Should I be using hashtags? How short or long should my message be?

Engage to increase visibility

Engagement is a two way street and is something that is usually completely disregarded by most businesses. Typically most businesses want likes, comments, retweets and followers. One of the best ways for you to increase your engagement is to be involved in it yourself. This means liking posts, commenting and being involved on social media.

The more you put into your engagement the more you will get out of it. If you’re on Instagram you should be involved in liking photos, commenting on photos and following people who interest and are aligned with your business. On Facebook make sure you follow suppliers or other businesses related to what you do. Share their content, comment and like their posts.

These actions are intended to increase your visibility to potential customers who want to follow your business, buy your products or use your services.

Invest time, money or resources

To be successful on social media you need to either invest time, money or resources. It’s a time consuming task and it requires effort to achieve results whether it be an increase in leads, sales or a great community of followers. If you’re investing time make sure you develop a clear strategy, set some goals and measure them periodically. If you’re investing resources make sure you train your staff properly on how to use social media and what your expectations are. If you’re investing money make sure you hire a company or professional that understands social media strategy and can tailor a plan that suits your requirements.

We hope these 7 tips will help your business be more successful on social media. We’d love to hear any comments or tips you may have.

Related Tags: Social Media Management Newcastle | Digital Marketing Newcastle


Ways Facebook Can Help You Acquire More Customers For Your Business

The very subtlety of Facebook advertising makes it an effective advertising medium that can attract more customers to your business. Generally viewed as benign, Facebook is primarily a tool of communication between friends and family; so seeing an ad as you scroll through chummy holiday snaps and loving messages posted by people you know is more akin to a word of mouth recommendation from someone you trust, especially if it has been liked or shared by one of your contacts. This provides an immediate advantage over traditional advertising mediums, which are much more impersonal.

Facebook ads stream seamlessly alongside personal posts

Facebook users actively read posts, treating each one with the same intensity. Ads appear seamlessly, so receive equal attention as posts from contacts. Reacting to an ad is all too easy for your potential customer. A simple click will share your ad with a new batch of potential clients, carrying the virtual recommendation of their close friend or colleague. Your ad can then direct clients to your website for purchasing, registering or inquiries, adding another contact for circular emails and other advertising strategies. Best of all, you can use Facebook’s own tools to track the progress of your ad, from the moment a potential customer sees the ad to them making a purchase from your website.

1.4 billion potential customers

At last count Facebook users totalled more than 1.4 billion - that is how many customers you can attract with a Facebook ad. The theory of six degrees of separation state that all humans are connected by less than six people. You can test this theory by scrolling through your contact list and see how many common friends you have that you didn’t realise were connected. This is how simply your ad can spread and attract customers.

Target your ideal customer

Facebook advertising lets you target your customer with as many specifics as you like. You can choose your audience broadly or create a custom list from your customer contact list complemented by Lookalike lists matched to your own best customers.

Using demographics, you can target your audience by gender, age, or location - postcode, country, region or just the area around your business. Other possible demographics include languages spoken and interests – information generously supplied by the Facebook users themselves, making targeting your perfect client simple.

Let your customers come to you

You can find the customers most likely to visit your website based on their behaviour or stage of life – whether they are planning to buy a home or car, have children, or purchase a new phone. Facebook will deliver your ads based on customers’ interests, likes and shares - as the ad is relevant, the Facebook user is more likely to read and react. You can also join with third party data partners, who will allow you access to information on your potential customers when they are not on Facebook, which helps drive offline sales and brand familiarity.

Facebook helps you monitor your advert effectiveness

Facebook doesn’t just leave you to work out if their advertising is effective or not. They provide conversion tracking letting you follow the activity once your ad has been seen. Inserting a Facebook pixel allows you to track actions, tell your customers what action to take and receive reports on how many people made purchases on your website specifically because of your Facebook ad.

If you don’t like it, change it

Facebook advertising is extremely flexible. Based on your results you can alter your advert on a weekly basis. To get the ad right, Facebook allows you to test your design with a split-ad testing tool that allows you to find which audience creates the best response.

Facebook users are a moving target

And let’s not forget the value of an audience with a mobile phone. With 1.19 billion mobile users, you can target your audience wherever they are and whatever they are doing - in their leisure moments, at lunch or on the train, as well as when working.

Facebook advertising makes sense

Overall, advertising on Facebook is a smart way for your business to acquire more customers. Facebook advertising is efficiently targeted, flexible and user friendly, as well as allowing you to monitor and track its effectiveness. Facebook is also continually adapting its services to improve its business model and is a medium that wants to both attract users to the site as well as increase customers to your business.

Related Tags: Social Media Marketing Newcastle | Digital Marketing Agency Newcastle


The Importance of Getting Social Customer Service Right

Customer service, word of mouth, referrals and reputation are important factors for any business especially during a time of growth or change. They can all affect a business both positively and negatively. The global connection between people, consumers and businesses is stronger than ever and has been amplified by the ease of use and reach of social media. The ability to vent frustration about service or the lack thereof is easy and the potential for it to reach a mass audience quickly is pretty scary if you run a business. We’ve seen Facebook posts, Twitter posts & videos about a customer’s interaction with a business go viral and make it onto mainstream media the same day.

Managing customer expectations through social media can be a difficult task. It’s even harder if you run a small business where it’s likely that you juggle multiple hats on a daily basis. If you’re a large organisation it can be difficult to manage the sheer volume of customer interaction on social media. Why is it important to manage now and into the future?  It’s pretty simple. Customers like interacting with brands and businesses on social media for several reasons:

  • They can get instant feedback on questions and issues
  • They can publicly air frustrations, which puts more onus on the business to respond
  • They can do it at any time and from anywhere

Customer service and interaction through social channels won’t be going anywhere and over the long term so you should be looking at ways your business can leverage social media for not only promotion, but for creating a positive experience for your customer base, which can lead to greater retention, more referrals and an increase in word of mouth sales.

Here are some simple ways you can manage your customers and improve your service via social media if you run a small business. If you are a small to medium business the biggest issue you typically have is time. Running and managing social media accounts can be time consuming. If you manage customer queries, complaints and questions through your social channels you may find it difficult to keep up with the demand. Here’s how you can overcome these challenges:

  • Prepare standardised responses to commonly asked questions. If you have a recurring questions prepare simple responses that you can copy and paste. You can also build a running FAQ’s page on your website where you can advise customers to view when they ask a question you already have an answer to. This not only improves your response time but also drives traffic to your website.
  • Acknowledge and respond later. On social media people are after instant communication especially when they have an urgent problem. Prepare a standard acknowledgement that you have seen the question and then respond later an appropriate time. If you at least acknowledging the person it will make them feel more at ease rather than waiting for you to prepare a full response.
  • Use a social media monitoring tool or link your social media accounts to a scheduling platform like Hootsuite. Here you can monitor mentions on Twitter or posts on Facebook and you can easily respond from the same screen. This reduces time associated with managing multiple social accounts & customer enquiries
  • Finally, as a last resort you can hand your social media management and monitoring over to a dedicated team, agency or an employee within your business.

If you run a larger organisation with multiple teams, managers and individual employee’s things can get a bit messier. Social customer service, interaction and responses should all be part of your overall social media strategy. Like other core parts of the organisation you should be focused on getting all the different components of your social media plan working together as one.

The challenge from a social media perspective is how you get all your employees that are behind the scenes of your social accounts working as one and more importantly appearing to the public as one. It gets even more complex when you have to handle customer complaints and enquiries. The most critical things an organisation needs include:

  • A clearly defined persona, tone and voice – this should be communicated across all social channels and should be a reflection of the organisation & not the individual person who is managing the account at a specific time. When people changeover there should be no change to your social interaction
  • A critical plan and response strategy. This should be one that deals with the worst possible scenario for your business. How will you communicate with your customers and what processes will you follow? There is no black and white on social media interaction and service, however you should stay within certain parameters and being prepared is important.
  • Consider separate social accounts for your support teams. Having a separate Twitter account to handle support requests can take the load off your main social account and ensure that it doesn’t get clogged up with irrelevant support information for your other customers.

Remember that all the people in your social media community aren’t customers yet. They may be people who are considering using your services in the future and the way you respond, interact and communicate on social media may be a critical factor in determining if they use your products or services.

Digital technology and social media has impacted the way we do business and it has also impacted the expectations of your customers. The question is whether you will adapt and succeed or get left behind.

Related Tags: Social Media Marketing Newcastle | Digital Marketing Agency Newcastle


5 ways you can boost your conversions when advertising on social media

Advertising on social media has many benefits. It's relatively inexpensive in terms of a cost per click in comparison to other paid marketing digital channels. It also allows you to easily target and access specific demographics to ensure you are targeting those people who will be most interested in your services and products. The main drawbacks of advertising on social media are:

  1. It's much harder to cut through the noise on social media and deliver your message to your targeted audience. With the abundance of information available through social media the line between a successful and unsuccessful campaign is thin.
  2. Deciding on what channel to use can confuse many businesses
  3. The do it yourself capabilities available to businesses to advertise make it attractive but also harder for non specialists to deliver results

This makes it much more difficult for businesses to be successful when advertising their products and services. With that in mind here are 5 simple ways you can attempt to boost conversions when advertising on social media. No matter what channel you use whether it be Facebook, Twitter or Linkedin the principles should be able to be applied to all.

Increase engagement on your page first

It's a common mistake many businesses make when they decide to dip their toes into the social media advertising market and can affect your conversion results. Failing to increase engagement on your own page means that your credibility can be damaged by a prospective customer. Typically before a person clicks on your promoted link they will view your profile. If your page is incomplete or you haven't posted anything to your social timeline in the past 6 months it's unlikely that this person is going to view your business as a credible authority in the product or service you're promoting. Focus on optimising your social media profile first. This includes:

  • Ensuring your page is completed, which includes contact details, profile photo and cover photo
  • Encourage your existing customers to post testimonials to your social profiles
  • Post content regularly and promote it to your audience or an audience that is interested
  • Run a simple follower growth campaign to increase your likes, followers and engaged users

All of these things will contribute weight to your advertising message and ensure that any person that clicks on your page prior to clicking on your ad will view your business as trustworthy.

Pin content similar to your ad to the top of your social timeline

As we mentioned above many people are simply going to click on your page before they click on the link you're business is promoting. If they browse through your information and check out your posts it can be a regular occurrence where this person has no way to get back to the advertisement you were promoting. If you're on Facebook & Twitter you can easily pin an important post to the top of your page. To double your reach you can also promote this post.

Make sure it is related to your ad and provides a simple way for people to find the link to the content you were promoting. It's a simple way you can boost conversion rates on people who have just recently liked your page or clicked on your profile.

Get your ads professionally created and split test them

Your ads contribute to attracting potential customers, but they are critical in attracting the right type of customer. Segmenting your targeting to specific locations and demographics on social media is relatively simple, however crafting the perfect ad is a bit more difficult. Having an advertisement that speaks to your core audience and drives them to an action is a lot harder than it seems. Split testing ads and reviewing their performance becomes critical as you start to spend more and more on social advertising. Changing a word, phrase or image can change click through rates dramatically, which in turn will affect your overall conversion rates.

An easy way to understand how you can create perfect advertisements is to view your own social feeds and have a look at some of the ads targeted at you by larger brands and businesses. What speaks to you and how does it drive you towards an action? Think about how you can create a similar feel when crafting your ads and remember no advertisement is ever perfect. It can always be refined and improved.

Landing pages are key to your advertising strategy

Landing pages are so important to any advertising strategy and they become especially critical when promoting your business on social media. We touched on the overload of information that people are presented in this day in age and this is emphasised through social media. Once you get someone's attention and they click on your ad the hard work starts to begin. You now need to convert that interest into an enquiry or sale.

Most of the time many businesses will simply link their ad to the homepage of their website, which most of the time has nothing to do with what was being promoted on social media. If you're homepage doesn't have a clear call to action or provide detailed information on what you were promoting it's more than likely that you are going to lose interest very quickly once the visitor arrives.

A landing page on the other hand should be succinct, to the point and should drive the visitor to undertake an action to either enquire, buy or call. Make sure you include relevant information, provide value to the visitor and drive them to do something. Just like you split test ads you should do the same with your landing pages. Tweak text, form fields and calls to action over time and review the results with a view to improve your conversion rates.

Offer value with your social ads

The one thing we know about social media is that people are on there to be informed, educated and entertained. Dry, boring and stagnant advertising isn't going to cut it these days and you need to think of innovative ways to differentiate yourself from the competitors. Think of going the long route to driving customers, engagement and sales. A couple of examples include:

  • Advertise an e-book download of valuable and useful information to your targeted audience. Drive a social ad to download a free guide and link it to your email marketing database for further re-marketing. If you provide value a customer will view you as credible and trustworthy. The likelihood they will engage with your products and services is likely to increase. Make sure you track conversions like downloads as a micro-conversion as it helps you understand your complete advertising statistics. A macro-conversion would be an enquiry or sale. Also, when a customer is downloading an e-book give them the opportunity to make an enquiry at the same time.
  • Run a webinar - deliver your informative content in a useful webinar for an interested in audience. As above you can collect e-mail address, build connections and increase your credibility in the eyes of potential customers.

We hope these simple tips will help you boost your conversions when advertising on social media. If you're looking for expert help contact us at Whitecrow Digital to see how we can deliver crafted social media advertising plans for small, medium and large businesses.

Related Tags: Social Media Marketing Newcastle


8 Ways To Create Content For Social Media

Social media is one of the best channels available online to reach your customers and attract new ones. Unfortunately it's also one of the most clogged, with a huge amount of information uploaded and distributed everyday. One of the biggest challenges with any social media strategy is finding a way to cut through and reach the audience that will benefit most from the information you are sharing and discussing. Businesses will regularly have difficulties coming up with ideas for content that will connect with their audience and increase engagement. Before you start thinking about the type of content you're going to create you should be aware that each social media channel is different so the content you create should be adapted to maximise it's effectiveness on each platform. Something you post on Facebook may need to be changed slightly before you post it on Twitter. The easiest and best way to manage this is to schedule your content through a platform like Hootsuite or Buffer. Let's get started on some simple ways you can create a consistent flow of unique and engaging content on your social channels.

Share other people's content

It's the simplest and easiest way to fill the gaps in your social media strategy and it's often the most overlooked. There is so much content out there that we almost have content overload. Search and follow those brands or companies that share information relevant to your industry or niche. Use their content and promote it on your social media channels as a way to engage and inform your audience. Remember people aren't on social media to buy or use a service. That comes as a by product of engagement. If you are providing useful and relevant information even if it doesn't come from you directly you will find that potential customers will engage with your business.

Top Tip: Search blogs, twitter profiles, hashtags and trends on Facebook to find content that will be relevant to your followers and will add value

Use your blog content - over and over again

Remember that social media presents a lot of information to people every single day. Just because you've posted a link and a caption to one of your pieces of content it doesn't mean that every single follower you have has seen it and read it. Keep spreading your content on a regular cycle. Use different headlines and images & some simple URL tracking can help you identify how things written differently can result in different levels of engagement. Mixing your content up with different keywords, headings and images can also help with your search engine optimisation.

Same content, done differently

It's also one of the most overlooked ways to increase engagement with your content on social media. If you've written a really good blog post that has got a bit of traction with views and shares you may want to restructure what you've written into a video, podcast or webinar. You can easily distribute this content that is effectively the same as your blog post with minimal effort. You may find that on different channels a video or a podcast may perform better and yield different levels of engagement.

Images

What is the best way to increase engagement on social media? Increase your use of visuals. You can even replace content you would of shared with an image and a caption. It differentiates your content and gives your customers new ways of engaging with you. Visuals are more likely to get shared and once shared will have a greater impact than text. A simple way to craft this content is by using Canva to create easy to post professional designs with your content.

Quotes, fun facts and other useful information

Quotes, motivational information and fun facts backed with strong visuals will always outperform boring promotional posts or selling. Mix your social feed up with something light and unrelated to your actual business. People want to have fun on social media and you can help. Some easy places to find this content include brainy quotes, Google images and Pinterest.

Create an e-book

E-books are a great thing to promote on social media and can be used effectively to drive leads with a free download. Use your knowledge and find a niche topic in your industry that will prove useful for your audience. You can also easily package up your blog posts into an easy to download book to reduce the amount of time and effort you have to put in to creating it. You can use outsourced help through a platform like Fivver to design the cover and put together the book as an easy download. You then have a piece of content you can regularly promote and distribute to your audience and a channel to generate leads.

Engage while you're on social media

Share, like and comment as your business while on social media. It's not only an easy way to creating relevant content through your social profiles, it also increases your brand visibility and enables you to engage directly with potential customers, competitors, brand influencers and your actual customers. Make sure you spend just as much time on social media talking to your audience as you do promoting and sharing content through your own profiles.

 Do reviews

Reviews are a great way to create content for your website and your social media profiles. They can be product reviews, location reviews or service reviews. Pretty much any business can create a set of reviews that may be useful for an audience or customer. Reviewing a service or product can be a great way to increase engagement on something you are trying to promote or sell without actively engaging in shameless self promotion. Remember to make the review unique, fun and create it across different channels so you have multiple ways to share it on social media.

Social media is a great tool for spreading and sharing content. We hope these simple tips will make it a bit easier to create and share interesting and engaging information on your social media channels. Who knows you may be able to increase your followers and generate leads.

Related Tags: Social Media Marketing Newcastle | Digital Marketing Newcastle


7 social media tools your business should be using

Social media is time consuming and it can sometimes be a little overwhelming too. The key to having a successful social media presence is to have a plan. This can be incorporated into your company’s marketing efforts, but however you choose to organise it, make sure you take the time to schedule posts and analyse the results afterwards.

To help you achieve these social media goals, we’ve compiled seven tools we recommend to help you get organised.

Hootsuite

One of the best ways to organise your social media strategy is to set aside an hour each day to work on social media. This will involve not simply analysing your previous posts’ success but also scheduling new content. Hootsuite is a brilliant tool to help you schedule this content. You can organise the time you’d like your posts to go live, so that you can ensure they are being posted at times when you’re sure the most people will see them.

Hootsuite also lets you go back and check your click-throughs and provides you with other analytical information. It’s a free tool, but you can pay for extra features.

Mention

Sometimes it can be a challenge to keep on top of where your brand is mentioned online, as media monitoring is time consuming and it’s easy to miss something. Mention tracks information about your business and lets you know when your company is mentioned on social media or within blog posts or on websites.

These alerts are sent to you immediately, which makes Mention a better choice than its competitors such as Google Alerts, which often only lets you know about the mention of your company name 24 hours or so later.

Feedly

Feedly allows you to track what other people are doing on social media. Why does this matter? For two reasons – you can keep abreast of what your competition is doing and also share other noteworthy content with your followers.

Your social media shouldn’t be all about you. ‘Social’ media is exactly that – social. You should aim to share someone else’s content for every three pieces of news about your business.

One of the best ways to keep tabs on other people’s contents is to use Feedly. Why? Because if you have more than ten websites that you’re trying to track, it can get hectic after a while. Feedly is a feed reader than helps you monitor these websites, publishing them in a feed that’s easy to read and user-friendly.

Buffer and Edgar

Buffer helps you to organise and schedule your social media posts over a number of platforms at times of the day that are most effective for you.

Edgar is another scheduling tool but it will continue to recycle your social media updates, reposting them so that the content doesn’t get missed. This is important because many times – especially with Twitter – your followers have to be online at the right moment otherwise they will miss what you have to say.

Commun.it

Having a successful social media strategy is all about creating an online community around what you do. Commun.it helps you do this by managing your social media relationships with your connections. It’ll tell you who is retweeting, mentioning and favouriting your content to see which connections you have that are the most significant.

You can also use the social media tool to help you thank people for retweeting your content and interact with others who are living locally. There’s even an option to schedule your responses.

Commun.it will help you create a list of those businesses and people on Twitter that are mentioning your company too.

TweetReach

TweetReach can be used to tell you how far your tweets spread on Twitter. You can see how effective your tweets have been and who has clicked on them. It will help you analyse your social media campaigns and see how much of an impression your tweets have made.

AgoraPulse

After all these mentions about Twitter, you might be wondering what you should do to help analyse your other platforms, like Facebook. Well, AgoraPulse will help you manage your Facebook company page by analysing who is liking it.

It will rank your most engaging followers and give you recommendations on what you can do to improve your page. It’ll also allow you to customise quizzes and competitions to help you increase your number of likes. The statistics from your Facebook page are shown in real-time, which can be very helpful.

So there you have it – seven tools to help you become more proficient on social media. Do you have any to add?

Related Tags: Social Media Marketing Newcastle | Digital Marketing Newcastle


7 Ways To Get More Enquiries On Your Website

It's typically the first question people ask when they build a new website or undertake a marketing campaign. How do I get more enquiries from my website? Let's start by saying it's not the easiest task to generate the amount of enquiries you want to. We always start any campaign by asking a client what is a realistic number of leads you would like to generate from your website each month? I say realistic because of course we would all like to get hundreds of leads each month. Understanding how many leads you want as opposed to what is achievable is the first step in developing a campaign that can maximise your return on investment. You want to build a process that is sustainable in the long run & that will deliver bottom line profit for your business. So you know how many leads you want, which will then allow you to build a strategy that can potentially deliver a return on your investment. Now the only thing you need is to start generating leads. Here are 7 tips that you can implement to grow conversions on your website and generate more sales.

Focus on the design of your website + your content

It's obvious isn't it. Your entire strategy for acquiring customers or leads hinges on your website and it's ability to attract, retain and convert customers. The design of your website, it's structure and how the content is presented is hugely important to your ability to get people to take the next step, whether it be calling you, filling out a form or buying a product. If you have an old website then it's time for an update. If you have a fairly new website implement some tweaks based on some simple recommendations:

  • Make it easy for people to contact you. This means don't hide your phone number or email address. Keep it front and centre in the mind of your visitors. If people have to dig around on different pages of your website to find out how to contact you they will likely leave before they get to that point
  • Clear & deliberate calls to action. Every time someone visits your website you should be asking them to do something. This could be filling out a form on your website, subscribing to your newsletter, reviewing your latest blog post or buying your latest special offer. Funnel your customers to the important pages on your website.
  • Utilise landing pages. Do you have a high performing product or service that performs well in your physical location or on other channels outside your website? Create a dedicated landing page on your website for this specific product or service. Build this landing page with conversions in mind.
  • Excellent content. In general terms we are talking about the copy on your home page or on your about page. Don't slap something together that was written 5 years ago. We are in the information age so make your copy concise, relevant and easy to read for your visitors so they don't lose interest quickly. Some tweaks to your copy can make all the difference when someone is sitting on the fence deciding about your business
  • Optimise for all devices. You've probably heard it a thousand times by now. A website design that is mobile friendly will not only help with your rankings on mobile devices it will also annoy less of your visitors. You will rarely convert visitors on a mobile without a responsive website and due to rising trend of mobile usage you are ultimately missing out on potential customers.

Create killer content

Content is critically important to a range of different things including how your website ranks in search engines and how you attract and retain the right customers. Let's start off by understanding that there is content overload out there on the market. How do you cut through and use content as a genuine tool to increase enquiries? A content strategy that is developed and delivered right can create a massive benefit for your business in the long term. This content can be used to attract people who are searching for information related to your service. Through this helpful content you can then sell what you do.

Think more about your audience & what kind of problems or questions they would be asking in your industry. Can you solve these problems with your specialised information? How can you differentiate your content from your competitors and deliver a value add to your audience. The goal with your content is to create an audience and drive them to a call to action whether that be signing up for a newsletter or downloading something off your website. It's at this point you can begin distributing them more relevant content and working on driving them to make an enquiry or purchase a product.

E-books & webinars (be careful)

There are thousands of e-books and webinars out in the market from people trying to generate leads & enquiries for their business for further re-marketing. They are great tools to use to acquire and convert customers by providing useful information, however to really stand out from the crowd you need to deliver a unique value proposition to your readers or viewers. What I mean by this is that it's just no good to do a standard e-book and link it to an opt-in on your website. Think about your e-books like you think about the content on your website. Put yourself in your customers shoes and think about how you can solve their problems. How can you differentiate your information from your competitors by using your knowledge about your industry or niche you operate in.

How about an example:

Let's say you run a hardware business. All your competitors focus on providing information about the different types of products and their uses. Your business leans heavily towards do it yourself buyers rather than professionals. There is an avenue to create downloadable or informative content to your customers and potential customers by focusing your content on do it yourself information. Think about what someone buying a particular product would want to use it for and what are their potential pain points. How can you deliver this in a formatted way which will allow you to acquire someone's information. Every download or registration for a webinar should require someone to provide you with their details. You can then provide further information, content & detailed marketing to convert that customer into a regular buyer. Try to think outside the box when it comes to generating leads through these methods and differentiate yourself from the competitors.

Get your visitors to opt-in

What is one of the best ways to convert a customer into a sale? Give them something for free. Think about how your business can provide something of value to a visitor. It may be a free download or a special offer. Drive visitors to opt-in by obtaining their email in exchange for something their interested in. In sales terms this is effectively a warm lead. If someone gives you their email address they are likely interested in what you offer and potentially your products or services. This is where email marketing, automated responders and content will help you turn a subscriber into a customer. Don't think about every enquiry as a sale. Give your customers a value add & build your relationship with them through your email marketing with a simple opt-in on your website. A non intrusive pop up or something similar is the perfect tool.

Instigate chats with your visitors

Now not everyone loves this method as some people can get annoyed when they are just browsing a website for information and someone rudely interrupts them with a request to chat. You have to be in the right industry and your live chat has to add value to a potential visitor. It can also be a way to differentiate what you do from a competitor. You can easily monitor what your visitors are doing, what page they are on and where they have landed there from. Take the time to create pages where you want to instigate chats. Don't just wait for a customer to hit the home page. Specify rules about what pages you want them on and then subtly introduce yourself. Sometimes you will be successful and other times you won't, however it is another way that a potential customer can talk to a person behind the business.

Pay to play

Ultimately it's hard to get customers without traffic to your website so you need to be investing in growing your business through organic and paid channels in search, social media & content. Every business is different and every strategy to acquire traffic should be optimised for your circumstances. Not every business is going to need SEO or social media or Adwords. The first step is understanding what channels you're likely to acquire customers from and how can you leverage marketing to give your business the best opportunity to send these customers to your sales pitch (your website). If you don't invest time or money you likely won't get far on any channel online. The number one thing you should be investing time in is content. If you run a successful business it's likely because your good at what you do and you're knowledgeable about what you do. The key is translating that knowledge into your content to educate and inform a potential audience. The first place people are going to be searching for this information is online. Not just Google but social media as well. The goal is to create content that outperforms your competitors by leveraging what makes your business unique and special. Even with great content you need to advertise it, whether it be a paid promotion through social media or spending time on outreach. It's important and you should be investing now if you haven't already.

Put yourself in your customers shoes

To many times we see a website that was designed that looks great but isn't converting visitors. The customer has invested time & money into SEO, Adwords or social media with little to no result. There can be multiple reasons why and one of the biggest ones is that they didn't think like a customer when they looked at their website. Most people think like the business owner and what they want to see. The ultimate goal should be delivering something that is not only easy for customers to use but that also converts. Questions you could ask include:

  • What conversion am I after - form, phone call, sale, click through to somewhere else?
  • What information is most important to a customer?
  • How would this information be presented best?
  • What tools will be most useful for a visitor?
  • Can they contact me easily?
  • Do they understand what I do without scrolling down the page?

These are just some simple questions you can ask yourself during your website build. Focus on delivering something your customer wants, not just what you want to see.

Most importantly when trying to get more enquiries on your website make sure you're tracking conversion goals in Analytics. Identify where your customers are coming from, how long they are spending on your website and importantly what an enquiry means in terms of a dollar value to your business. This is where a lifetime value of a customer calculation comes in handy to really assess what you spend vs your return. This can help you identify areas where you should invest more money. We hope these tips can help you acquire more customers on your website. Feel free to share any tips that have worked for you.

Related Tags: Web Developer Newcastle | Digital Marketing Newcastle


15 Tips For Reaching More Customers Through Social Media

Are you reaching all the customers you could be? Through social media we can tap a whole new audience base that we may have never had a chance to interact with otherwise. Connecting through social media is a friendly way to invite customers to your business – if done right.

But how do you find these customers in the first place? We’ve come up with 15 tips to help you reach new clientele through social media.

Tip one: Use the social media platform that’s right for your customers.

If you were to hand out flyers, would you select a specific location you know your customers frequent? Yes, you probably would, as this would be a clever marketing strategy. Social media targeting is the same. Figure out what social media platform your customers would use. Do you think they are more prevalent on Facebook or Twitter? Google+ or Instagram? Once you know where your customers will be, you’ll have a much better chance at being able to contact them.

Tip two: Publish content that connects with your customers

Don’t post on social media willy-nilly. Know your audience and curate content to suit their needs. Are they inspired by beautiful photographs? Do they need tips and advice with their business? Are they interested in how to guides? To start, test a few different content ideas with your social media audience. Once you find something that your customers love, keep going at it and you’ll soon be attracting new customers.

Tip three: Create a social media strategy

Just like when you create a regular marketing campaign, compile a social media strategy with goals and objectives so that you can effectively target new customers.

Tip four: Don’t forget the details

On all the profiles of your chosen social media platforms, make sure you include information about your business and link it back to your website so that customers can contact you directly with any queries.

Tip five: Incorporate your branding

Make sure your branding is present in both your social media strategy and in your about us sections of your social media sites so that you maintain a consistent identity. For example, use the same profile imaging.

Tip six: Consider your tone

When targeting your customers, make sure your company’s voice is consistent and suited to the social media platform. LinkedIn is more formal than Twitter, for example. Tailor your voice to suit.

Tip seven: Monitor movements

Make sure you track what is happening within your social media community. If a potential customer mentions your business or product, make sure you follow up with them to see if you can offer help or advice. By being quick to reply, you might just win yourself a new customer.

Tip eight: Make sure you listen

This tip ties in heavily with tip seven. You want to make sure you take on board all feedback so your business can improve and to ensure you are getting your messages across.

Tip nine: Don’t forget to share

Customers love getting knowledge and advice that is helpful to them, so don't be afraid to impart your knowledge over social media. Try not to keep your company’s success stories a secret. By sharing what you did to achieve something, others can learn from you and will be grateful for your advice. This will help to establish you as an authority figure, winning you new business.

Tip ten: Keyword optimisation is key

By using keywords that are relevant to your business, you will be able to reach customers who are looking at services and products like yours. Research both keywords and hashtags and use them to attract more clientele.

Tip eleven: Give something away for free

By hosting competitions and offering something wonderful to give away for free, your fans and followers on social media will thank you. This can help you to easily attract a larger following and help you to get the word out there about your business.

Tip twelve: Don’t sit idle

Once you’ve created your social media platforms, make sure you are active on them. You don’t want potential clients to think your business has died. If you don’t have time to manage the social media accounts yourself, find someone to do it for you.

Tip thirteen: Use emotion

Treat your audience like the human beings they are by tapping in to their emotions. Cut the formal speak and talk to them in a conversational tone on social media.

Tip fourteen: Be inspirational

Inspire your social media followers to act on your posts. Inspire them to act immediately. If you stay at the forefront of your customers' minds they will be more likely to buy from you. Give away an e-book or report to encourage them to sign up to your newsletter so you can stay in touch.

Tip fifteen: Measure your success

It’s great to go back and check your progress to make sure you are making the right steps to grow your social media following. You can do this through Google Analytics to analyse the traffic coming from your social media channels to your website. Social media platforms such as Twitter and Facebook also have their own analytics which are easy to use and informative. If something is not working, change what you’re doing.

And there you have it – 15 tips to help you to attract more customers through social media. Good luck!

Related Tags: Social Media Marketing Newcastle | Web Developer Newcastle