Heineken Sheds Light on it’s Current Marketing Focus

Heineken

There has been much talk about what the future of TV will look like. Is TV going away? Well, Heineken seems to be taking its dollars away from TV and into top dogs, Facebook and Google. Their objective is to focus on reaching as many people as possible and they believe digital is the answer. It helps to look at what big name brands are doing to get a clearer picture of where things are headed. 

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Using Facebook Live to Engage with Followers

Facebook Live

Facebook live is a relatively new feature. Social Media Today talks about how to use Facebook’s Live video features to engage with your audience. People are said to spend up to 3 times longer watching live video than other forms of video. Facebook live is generating a lot of engagement and here is a synopsis of how you too can engage with your followers this way.

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Social Media Marketers Compared to Normal People

Social Media Marketers Compared to Normal People

There has been a recent debate about whether social media markers can even relate to normal people. An Australian study titled AdNation 2017 has a lot to say about advertising agencies. Apparently, agencies are “out of touch with the general public”. The survey concluded that people are more likely to trust and get entertainment from a television commercial compared to social media. Let’s look at some other findings of those surveyed.

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Why Nostalgia May Be the Answer to B2B Conversions

nostalgia-via-packaging

We grew up too fast, didn’t we?

I still remember the days when I asked my mother why the hyenas were willing to work for Scar. Also, I will never forget Arthur’s reggae song with the character walking down the sidewalk.

A journey into the past, whether in the form of a cherished cartoon, an old box-office hit, or even a retro image, has the ability to make us stop dead in our tracks and smile.

Like our future, we give regular attention to our past, the days that served us well. And it’s little surprise that the allure of good old memories is stronger now than ever in an era filled with mounting dread.

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Organic vs. Paid Reach

Organic vs. Paid Reach

Should your company be using organic or paid content to reach your social media objectives? Well, it depends on your marketing objective. Are you trying to engage your current audience or reach new users? While organic reach could have been possible a couple years ago, the algorithm changes on social media make organic reach success more difficult. Reach is not free anymore. 

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Create the Raving Fan

create the raving fan

Are you looking for more ways to engage your audience?  

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Is Content Still King?

content

Just last week, we talked about the social media royal family, with content as the king and community management as his queen. But what if content isn’t king? No one ever notices content. No one walks out of a concert, thinking “wow, what great content!” and no one thinks of Shakespeare as a great “content creator.” In Greg Satell’s recent article, he talked about how most marketers have yet to learn how to create content that is actually engaging for their audience.

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Optimize and Utilize Houzz for Brands

There’s a new social media platform in town and it’s called Houzz. With 15 million users a month, the Pinterest-type network attracts people searching for home improvement ideas and those in the industry. If your brand falls into the home improvement, contracting or interior design industry, this tool is for you.

Why Houzz?

So why should you be using Houzz? How about this statistic. In the next two years, 84% of homeowners plan to decorate or redecorate their home and 48% plan to remodel, build-on or build a custom home. And If you have done and remodeling on your own, you know what people don’t take process too lightly. Homeowners spendlots of time online researching companies to help their dreams a reality. Whether it be searching for reviews of a company or perusing previous projects completed by a company, Houzz offers this service and more all in one place.

Getting Started

Setting up a Houzz account is simple for both homeowners and business owners. The first step is to create an official profile here on the Houzz website. You also download the extremely user-friendly app, which I find a lot easier to use than the desktop version. The more detail you put into your profile, the easier people will be able to find you. Here are some other helpful hints to getting your Houzz profile started:

  • Use high resolution photos
  • Add all contact information
  • List services you provide
  • Be strategic when creating keywords
  • Share your Houzz profile on all other social networks

Keys to Successfully Marketing on Houzz

Just like other social media platforms, you want your Houzz profile to reflect the “best version” of your business. Here are a few ways you can create a successful marketing campaign using Houzz for your brand.

  1. Engage and Connect

Although Houzz is a sales-driven platform, there is also that opportunity to connect with users and engage in different activities throughout the network. Create Ideabooks and fill them with your own photos or even photos that aren’t necessarily yours, but they inspire you. Just lie Facebook, Twitter and Instagram, if you aren’t active outside of your own profile, you will fall to the wayside.

Optimize and Utilize Houzz for Brands

  1. Be Prompt

Because this is a sales-driven platform, users are constantly asking questions to gain more information about companies via Houzz. It’s very important to respond promptly and professional to questions you receive through your inbox or comments on photos. Houzz does a great job of making sure you receive notifications when someone makes a comment. You can also change your notification settings to best suit your business. And remember on social media, users expect an answer within 24 hours of sending their question.

  1. Be Visual

The industry of interior design and contracting is very visual. Make sure your Houzz profile reflects that. The more photos you can upload the better. If a user wants to hire you, that obviously will want more than three photos of your work. Be creative with the photos you upload by creating Before & After shots. But keep in mind, when creating Before & After include both images in the same photo. This way users won’t get confused. Houzz does allow you to put a Before & After watermark on photos. Last, but not least make sure your photos are professional. If photography isn’t a strong skill for you, it wouldn’t hurt to hire a professional to take pictures for you. Cellphone photos are a definite NO-NO on Houzz.

Optimize and Utilize Houzz for Brands

Now that you have all the tools you are ready to tackle Houzz! Remember to have fun with it and show off your creative skills. While still new to the game, Houzz is taking great strides and will be a top contender among other social media platforms in the near future.

Are you already on Houzz? What tips do you have for optimizing and utilizing Houzz for brands?

Top 6 Reasons I Won’t Read Your Blog

Everyday brands make crucial mistakes with their blog posts. From old school ways to improper keyword research the list of reasons I won’t read your blog is endless.

To prevent this mistakes, first ask yourself the following questions before you sit down to write your blog post:

  • What do you personally look for when searching online for blog posts?
  • Why do you stay on the page?
  • What details of the blog, appearance wise, attract you to a blog?

Once you answer these very important questions you just might be ready to start writing. But before you hit the keyboard, make sure you read my top 6 reasons for why I won’t be reading your blog.

No Images

One of my biggest pet peeves when reading a blog is that there are no images. Putting content out on the Internet is all about being visually appealing and engaging. It’s pretty much a no brainer that all ‘step-by-step’ type of blogs must include imagery. Infographics, sidebar images and Sildeshares also make great imagery additions to a blog. Just think, do you thoroughly enjoy reading a short story that doesn’t have pictures?

Top 6 Reasons I Won’t Read Your Blog

Blog Tip:

Take your blog visuals to the next level with an embedded video. Here’s a simple step-by-step of how insert videos into blog posts.

Boring Headline

The headline is your blog’s first impression to its audience. A headline must be compelling enough to lure in readers. Need help creating a great headline? Check out this previous blog on engaging headlines written by one of our team members.

 

Bad Design & Layout

And now we’re back to the visuals. Can you see a trend? There’s nothing worse than reading a blog that just isnt’ ease on the eyes. Maybe it’s the background, maybe it’s the font, but sometimes a blog can just look plain ugly. When creating your blog page or updating a page, be sure you are choosing colors and fonts that are coordinating and user friendly. Make sure colors don’t clash and that the font is more practical than ‘cool looking’. If you have a designer on your team, I would suggest consulting with them on what looks best.

Top 6 Reasons I Won’t Read Your Blog

 

Pop-Up Galore

There’s a time and place for pop-ups on a blog and the first 2 seconds on the page is not the time. Strategically timing your pop-ups are essential. Think about the process of reading a blog and then base your plan around that. Just keep in mind pop-ups should engage, not annoy readers.

 

Spelling Errors

Nothing is more irritating than having to pull out your red pen and edit a live blog. Spelling and grammar errors can distract from the reader’s experience. It also decrease your credibility. I suggest having team members edit your work before you hit post.

 

Not Replying to Comments

You take the time to create and publish a blog post, but neglect to reply to someone’s comment… What’s up with that? The work doesn’t stop after the blog is up. Be sure your alerts are set to send to your email so you can reply to comments and questions in a timely manner.

Top 6 Reasons I Won’t Read Your Blog

 

What really grinds your gears when it comes to blog posts? Let me know in the comments below! (I promise I’ll reply.)

Facebook Advertising: Clicks to Website vs. Page Post Engagement

Maybe it’s just me, but sometimes I find myself torn between choosing the Website Clicks or Post Engagement Facebook ad objectives. Even though Facebook clearly spells out which one you should use for different advertising situations, I think that there is a grey area not covered.

Which objective is right for your Facebook advertising campaign? Let’s do a little more digging to find out…

Post Engagement Facebook Ads

According to Facebook, Page Post Engagement objectives are meant to reach more people when you boost a post. Engagements on a post include Likes on your post or page, post clicks, comments, and shares. When determining overall engagement rate, you combine all points of engagement and divide by the total reach of the post. These ads can be in the form of photos, videos or text.

Facebook Advertising: Page Post Engagement
Post Engagement Ads using a Photo should be high quality and measure 1,200 x 900 pixels for a news feed image. Remember also; the graphic must be within the 20% text rule. Facebook provides this helpful grid tool to make sure your ads are within the guidelines.

Video Post Engagement Ads (different from Video Views objective) engage your audience with a video spot for up to 40 minutes (which I don’t recommend using the full time). The objective allows for 90 characters of text (body) and 25 characters in the headline. Although Video Post Engagement and Video View objectives may seem similar, I would recommend using the Video View option to get the most for your money. It will be better at measuring views and it includes a call to action button.

Text Page Post Engagement is simply boosted text. Facebook gives a maximum of 500 characters. What’s recommended for running an ad like this is to keep it to 150 characters or less for a clear and concise message. An example of a Text Page Post Engagement could be an endearing thought from your brand or a thank you note. In other words, stick to this objective when you want your audience to focus on your words at not a photo.

Clicks to Website Facebook Ads

Next up are the Website Click Ads. This objective is meant to send people to certain pages on your website. This could be a sign-up sheet, restaurant menu or really anything lead generation specific. Facebook recommends an image size of 1,200 x 628 pixels with 90 characters of text (body), 25 character headline, and 30 character link description.

More importantly, Clicks to Website Facebook Ads are meant to evoke your audience to take an action. The call to action options within this objective include:

  • Shop Now
  • Book Now
  • Learn More
  • Sign Up
  • Download

Facebook Ads: Website Clicks Ad
Recently, Facebook ads also rolled out the Clicks To Website: Multi Product option which allows you to showcase 3-5 images and links within a single ad to direct your audience to specific pages on your website. This option works best for those working with an e-commerce website.

NOTE: Clicks To Website are Dark Posts that appear nowhere on your page; unlike Page Post Engagement Ads that are posted to your Facebook page.

So which one should you choose?

When it comes to choosing which objective you should use, my major piece of advice is to hone in on what action you really want people to take when viewing your ad.

Clicking To Your Website

We would like to expect that everyone seeing a Page Post Engagement Ad would click on the link within the text, but most of the time, that isn’t the case. If your number one goal is to have people click on a link within your ad, I would strongly suggest going the Website Clicks route. This objective ensures that any action taken on the ad will track back to the link you provide. More importantly, the call to action button is the make or break feature with this objective. Here are a few examples when this ad would be best:

  • Working with an e-commerce website and promoting products on your website
  • Promoting booking reservations for a restaurant or similar establishment
  • Increasing clicks to a blog post or similar content
  • Encourage email sign-up
  • Increase e-book downloads

Use the Google URL Builder for website click Facebook ads.

Encouraging Post Engagement

When it comes down to choosing between Website Clicks and Page Post Engagement, it’s best to choose the Post Engagement engagement when you want the maximum reach and amount of engagement on a post. These ads are also ideal for getting the most shares on a post. I think using this type of objective for advertising an event works the best. Here are a few more situations in which Post Engagement Ads are the way to go:

  • Advertising a sale or special discount
  • Announcing a grand opening
  • Political campaigns
  • Special brand announcements

Use the Facebook Ads Manager as opposed to simply boosting a post.

How can we help you manage your Facebook ads?

And there’s my side to the story and I help clients drive website clicks and post engagement on a daily basis! What advice do you have for choosing between Clicks to Website and Page Post Engagement ads?

If your interested in running Facebook Ads to increase your brand awareness, increase sales or generate leads, click on the button below to set up a free Facebook Ads consultation with our expert team of social media gurus.

Click here for a free Facebook ads consultation!