Monthly Archives: September 2014

Nicola Peaty

Facebook as a marketing tool for your business.

By Nicola Peaty

If you think Facebook is just a social network for thousands of friends to exchange events in their lives, express opinions and share photos, then think again when it comes to your company and business. Facebook can be a powerful marketing tool and it’s free!

Facebook-business-page1Facebook is the perfect extension of your brand and business. It allows you to develop your identity in a more personable way. This can apply to most businesses, but it’s your judgement as to how much you wish ‘expand’ the personality of your company and whether this is appropriate for your market and customers.

 

Companies can use Facebook, as with all other social media, to communicate and convey important company information. However, the same rule applies, not to blatantly promote but to give useful content which customers will see as valuable or insightful. Product developments, company updates and market changes or news, which are all relevant and helpful to your customers, will be received well and position you as informative and authoritative.

funny-beggar-cartoonDon’t forget to mix it up though, if applicable. Humour can go a long way to building your image and giving some character to your brand.

 

Plus using images, links and videos will give a lot more interest and engagement with your Facebook audience. Specific promotions and even competitions should be integrated across all your marketing mix, but sit particularly well with Facebook as a means of attracting and driving customers to specific, dedicated pages.

Use keywords relevant to your market/products and hashtags for certain topics or content which can be searchable and therefore reach a wider audience. Also tag photos of relevant people either within your company or related contacts. This will then appear on their timeline and appear to their friends, which again will extend the reach of your audience. But tag with caution and etiquette so that no one feels unwanted exposure by your Facebook posting.

This is also the time to ‘relax’ the tone of your copy and use more colloquial language depending on the subject matter. If you are announcing news related to your personnel or team events, then think about how you would best communicate this with appropriate photos and language.

facebook-graph-search-marketingFairly new to Facebook is the Graph Search which allows you to leverage your friends to find their friends who many work for particular companies that you would like to make contact with. Just search under ‘Friends of friends who work for (name of company)’ and it will bring up a list of contacts. As with all references it’s up to you to make the connection via your friends as a way of introducing new potential work contacts.

Another useful marketing tool to segment your Facebook contacts is to group them into specific lists. This can be done by clicking ‘More’ next to ‘Friends’ on the left hand column. Lists can be set up according to your particular customer needs or by potential/current/advocate customers. It’s down to you to check these different lists to see what they maybe posting and then possibly comment if applicable. You are essentially looking for a way to engage and interact with customers and find insightful information to strengthen your relationships.

Remember Facebook can be a two-way communication, so encourage followers to comment and participate in conversation. Answer any questions, acknowledgement opinions and above all promote discussions so that other followers and indeed their ‘friends’ will notice what’s being said about your topics and company.

Facebook itself has a lot of useful information to help companies set up their Facebook page and get started with profiles and posting. Plus it also explains how to use advertising and how to monitor and measure activity.
https://www.facebook.com/business/overview

 

Nicola Peaty

Using video for marketing.

By Nicola Peaty

All the stats support the fact that online video is rapidly on the increase. YouTube is now the second most popular search engine with over one billion visitors a month, and there are over 20 million Brits viewing video each week.

The phrase ‘A picture paints a thousand words’ has been superseded in a digital age by Forrester Research who claims that one minute of video is worth 1.8 million words!

Not only are we are able to consume more information quickly via video than through reading text, but the overall experience via sound and moving images ignites a more immediate emotional response. If done well, a positive experience will draw in the viewer allowing the chance to influence according to the needs of the message.

There is no surprise then that a survey of marketers taken earlier this year by Demand Metric, found that many were using video to meet a number of marketing objectives:

Video-marketing-objectives

 

 

 

 

 

 

With so much content being pushed out online, video has the distinct advantage to engage in a way that other marketing means cannot; and engagement is one of the key goals in marketing. By capturing the attention and interest in a creative way, will make customers see and think about your brand and want to know more.

Plus there is the added advantage of how video can help with search results. Enhancing your results link with an image of your video will help you stand out. Click through and conversions tend to be higher as a result of videos driving traffic through to your website. Videos also help with inbound links to your website which conveys authority to the search engines.

Having stated all the reasons to use video, there must be a genuine need to convey content which is both worthy and appropriate for video and your market. Tutorials, demonstrations and clever viral videos justify their purpose. Useful, unique content which is valuable to your customers will again reap their reward. However, if you blatantly promote your business without any significant interest or takeaway for the viewer, then chances are you have just wasted some of your precious marketing budget.

Some great examples of well thought through videos which have had the biggest viral success can be seen here:
http://www.marketingweek.co.uk/news/the-top-20-viral-video-ads-of-2013/4008632.article

As with all tools in the marketing mix, video comes with its own marketing considerations, which are essential for overall successful outcomes. Here are our 10 questions you need to answer before commencing your online marketing video:
1. Do you know your marketing goals for the video?
2. Is the video part of your overall marketing strategy?
3. Is the video integrated with the rest of the marketing mix?
4. Have you got the required resources including adequate production budget?
5. Have you considered the relevance of video for your audience?
6. What is the exact content and message you want to deliver?
7. How can you be as creative as possible and still suitable for your audience?
8. Do you have in place the appropriate measures for success and ROI?
9. Have you made your video easy for consumers to share?
10. Is your video compatible for tablets and mobiles?

Below is a great link to a beginner’s guide on online marketing videos, with plenty of advice on how to go about creating your video from initial idea through to publishing.

http://cdn2.hubspot.net/hub/53/file-13201860-pdf/docs/hubspot_how_to_use_online_video_ebook.pdf