Tag Archive for Facebook

Facebook for Business

Ellie Gittings, Senior Account Executive

Ellie Gittings, Senior Account Executive

In a world where we’re exposed to up to 5,000 advertising messages a day, brands and businesses are now looking to a content-led approach to their marketing that will help them cut through the digital noise.

With over one billion people actively using Facebook every day, businesses know they need to be on there. However, it can be hugely time consuming and often, with little expertise, many businesses are operating blind. Yet, with a clear content strategy, everything can become much quicker and much more effective. Here is how you can create your own strategy today.

 

Define Social Media Objectives

 

In order to generate the best possible return on investment (ROI) through social media you must ensure that you and your team have a clear understanding of what you want to achieve from social media marketing. This is best done by setting out objectives from the very beginning. For example, do you want to:

 

  • Increase brand awareness and exposure?
  • Build a targeted audience?
  • Drive targeted traffic to website through social media?
  • Increase conversions through social media?
  • Increase engagement with customers and prospects?
  • Match or surpass competitors?
  • Lead generation and customer acquisition?

 

 

Personify Target Market

 

Next, you need to understand which products/services your business would like to promote and to whom. For each product/service you will need to visualise and really understand its targeted audience. This will help you speak to them, sell to them and, eventually, develop them into your own brand advocates. A great way to do this is by researching your competitors’ social media channels and analyse reviews, comments and content. Answering the questions below will be hugely beneficial in giving your target audience a face and creating your ideal customer profiles.

 

  • What product/category/service is the main focus?
  • What are the customer demographics?
  • What are the customer’s needs?
  • What is the customer interested in?
  • Why is the customer interested in your company?
  • Why would the customer want to purchase/invest in your product/service?
  • What kind of content would you customer be interested in?
  • When is your demographic most prolific on social media?

 

 

Putting the ‘Content’ into Content Strategy

 

You should now have a clear understanding of what content to use on your Facebook Business Page based on your demographic, market and competitor research. A comprehensive content strategy must include:

 

  1. The types of content required whether text, photo, video etc.
  2. How often you will post on your Page
  3. The target market for each post

 

You will now have a clear understanding of what you need in order to get your campaign off the ground. This may include sourcing videographers, photographers or graphic designers to help bring your campaign to life.

 

Example: Nutella has an atypical challenge of having to promote a single product in different ways over and over again. They have adopted a Facebook video strategy which saw views double on their Facebook page from four to eight billion views per day! Nutella engages its audience with creative posts such as ‘emojifying’ breakfasts using its own products:

 

Sauce: Nutella

Source: Nutella

 

Delivering your content marketing campaign

 

We strongly recommend implementing a social media content calendar to keep on top of things. This will simply house all of the pre-planned content for your social media accounts.

 

Execution & Delivery

The bulk of the hard work should be done by this point with campaign posts scheduled into the content calendar and bank of media ready to be published. The hard work doesn’t stop there though. You need to keep your content topical and so allowing time to post on-the-fly content, for example, breaking news, company announcements and topical updates, is important.

 

Ensuring a variety of content across your company’s Facebook Page is crucial to keeping your Page’s followers engaged. Trying to deploy the 80/20 content publication rule acts a great basis for optimum engagement and increasing brand exposure. Eighty per cent of the content published should be of interest to your customers and prospects in order to build a targeted audience, which in turn will increase brand exposure. Twenty per cent of the content published should be self-promotion; this could be posting links to certain products or services on your website, notifying your followers of current discounts and company news/PR.

 

See how Carlsberg launched their digital campaign here: http://www.digitalbuzzblog.com/carlsberg-global-digital-campaign/

 

Reassessment and repurpose

Not all content will work all of the time and it is important to be continually measuring the effectiveness of your content marketing. Luckily, Facebook makes this super simple with its Insights measurement tool. Use this to evaluate which pieces of content are working best and at what times. This will help you adjust future campaigns and posts for maximum impact.

Leave it to the professionals

At Acceleris we approach content-led campaigns with a six-stage process that is grounded in brand and consumer audience insight to ensure it really delivers commercial objectives. We create great content and get it to the right people, at the right time, in the right context. Whether that’s a series of videos on YouTube, delivered through a brand’s Facebook page or on a digital content hub, we ensure it is where ever your audience is.

Recently we developed a carefully researched, planned, co-ordinated and implemented content campaign for a national second hand car dealer. They came to us because they wanted to:

  • Generate more inbound traffic to the their website
  • Boost genuine engagement with the brand from existing and new customers
  • Boost sales opportunities for its members via greater online visibility
  • Boost the natural link popularity of their site
  • Secure greater brand awareness
  • Leverage all communications together – creating ‘more bang for their buck’
  • Enjoy a more cost effective solution following a predominantly inbound marketing / PPC led strategy

The campaign kicked off in April and as you can see from the graphs below the client is already seeing phenomenal results.

 

Total reach - Facebook

Total reach – Facebook

 

Number of people reached on Facebook (organic)

Number of people reached on Facebook (organic)

 

Total number of Facebook page likes

Total number of Facebook page likes

 

To discuss how Acceleris can help your business champion content marketing why don’t you pop in for a coffee, meet our new content team and have a chat about a digital strategy for your business, get in touch and we can make it a date! Please direct your enquiry to Louise Vaughan, Managing Director, on 0845 4567251 or email louisev@acceleris-mc.com

 

How to incorporate Facebook Ads latest updates into your digital strategy

Social media is one of the strongest marketing assets we have. It can be used to spread brand awareness, generate sales or to launch a campaign. In this post we look at the latest changes in Facebook Advertising and some useful tips to include in your next social campaign.

 

facebook, ads, advertising, social, media, how to, top tips

How to incorporate Facebook Ads latest updates into your digital strategy

Target audience options

Re-marketing opportunities

Facebook is known for its user-friendly nature. The platform has been developed to prioritise consumers and offer them a tailored and organic experience. For businesses this means no bombarding users with the traditional ‘Buy Now!’ type of advertising. Instead, it forces us to think about value for audiences and spend more time creating appealing content.

  • Tip: Facebook Ads has a ‘20 percent rule’, which means when boosting a post or creating an ad from scratch, the platform will not allow visual content that contains more than 20 percent text to go through the ads process. We recommend you run your content through The Grid Checker first, a useful tool that lets you know instantly if your ad will pass the verification process.

How to implement

Try giving away free useful information or products (giveaways, webinars, e-books). You can install the Facebook pixel on your site to capture all of your website traffic, or just on certain pages. People love free stuff and by measuring the response you can see what type of content works best for your targeted audience and which type of audience is more likely to buy your product.

You can then go back and re-target those interested with new Facebook ads, taking them one step further in your marketing strategy and consumer experience within your business.

  • Tip: Using the new Facebook pixel you can measure, optimize and build audiences for your ad campaigns, no longer having to implement the Conversion Pixel and Custom Audience pixel, which are still available up until the second half of 2016.

Detailed targeting

Previously we could target audiences and filter down by demographics and platforms specifics such as interests, behaviour, followers / followers of, status, keywords / hashtags, TV shows events, etc.

How to implement the new ‘Excluding’ targeting feature

For example, now you can target specific things such as fans of women`s magazines, but exclude the Elle magazine fans. The detail we can now go into with variables is a great advantage in ensuring the success rate of an ad campaign on Facebook.

Video adds – not so new, but worth mentioning

Video is ramping up on Facebook. A recent survey showed that 100 million hours of video a day are being watched on Facebook, representing one sixth of YouTube’s daily load. This is a great opportunity for advertisers. Do not forget that 65 percent of this is watched on mobile so make sure you optimise accordingly. People can be put off from getting in front of the camera, however, if you want your brand to be known, you must overcome this fear and go all-in. Be inspired and get creative with your brand. Businesses often over think the level of production required to create a video ad. In fact all you need is your smart phone, most of which have very good cameras.

How to implement

Videos are auto-played by Facebook as the consumer scrolls through their feed, but are muted, unless the user chooses to click on the video. Therefore, we need to get the consumer’s attention visually within the first ten seconds.

  • Tip: to ensure your message is portrayed from the beginning, try including words in the form of a quick slide show. At this point consumers might be more inclined to click and watch the rest of your ad, knowing what it is about.
  • Tip: people are more likely to consume Facebook advertising for short periods at a time (e.g. waiting for their train), therefore you should only create videos of around 30-45 seconds.

Improving Ad Performance with the Carousel Format 

This type of Facebook ad is fairly new and is extremely visual. A carousel is a user-friendly tool, as you would expect from Facebook, and it could well for testing different types of content. You can showcase three to five images and links within a single advert unit to direct people to specific locations on your website. This could be very useful when you have several products you are promoting at the same time.

At the moment Facebook does not give you the option to track which of the three to five components of the carousel is performing the best, but we expect things to change soon.

The visual ad formats presented above apply to Instagram as well, another platform owned by Facebook. Here is a useful guide about how to make your ads on this ‘lifestyle’ platform shine. You should avoid sounding ‘salesy’ on Instagram and ensure your ad blends with the casual atmosphere developed among Insta-users.

Facebook constantly improves as a platform and creates more time-effective and highly-targeted audience tools. Therefore, we should take advantage of this and adapt our processes to the future.

– Andra Miclaus
Andra Miclaus - Account Executive, Acceleris

Andra Miclaus – Account Executive










Social media and the election

Mike Renton, Senior Account Executive

Mike Renton, Senior Account Executive

When the polling stations close, and the ballot boxes are finally opened, there is only one thing that will be certain on the 8th of May and that is the incredible effect social media has had on this general election.

59% of the UK population has a social media account, so the choice has been simple, you can either tweet your message in 5 seconds and it can reach 300 people or you can try and talk to 300 people in 3 days.

So acknowledging the importance of social media to the election, the main political parties have put an incredible amount of effort into reaching the electorate electronically.

The Conservative Party spent double what Labour spent on Facebook advertising in the run up to the election, as a result, it has 61% more likes than its main opposition.

Mike Renton - 06.05.15 - 6

But Labour, who hired some of Obama’s digital strategists for the election, is the most followed UK political party on Twitter, with 26 per cent more followers than the Conservatives. This is hardly surprising when out of the 1,440 tweets there are an hour using #GE2015, Labour is mentioned 26% times more than its main opposition.*

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