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Putting Facebook in its Place

Deciphering social media and online marketing myths in business.

Anton Ressel

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Social media for business is exploding. Everywhere one turns, it seems there is another online marketing specialist extolling the absolute necessity of a comprehensive social media strategy. A Facebook page, twitter account, LinkedIn profile, pinterest page… the list of requirements goes on and on.

Is this simply marketing hype from the social media industry, or an absolute imperative for business, and especially small business, in South Africa?

Before jumping in boots and all, the burning question should be: Is the return from social media investment justified? The starting point for a smaller organisation, consisting of a simple page across the ‘Big 3’ business platforms – Facebook, Twitter and LinkedIn – will cost in the order of R5 000 to R10 000 depending on complexity, with an additional (optional) fee for on-going management and maintenance  of content of around R3 000 per month. This excludes time for in-house staff to manage the social media platforms, planning time, and costs for inevitable upgrades.

With this in mind, is it all worth it? What real business benefit is social media bringing the average small organisation?

Cutting through the Hype

Understanding the cost/benefit of social media was a hot topic amongst entrepreneurs and small business owners at a recent interactive Understanding Social Media conference for small organisations, hosted by the Old Mutual Legends business development programme.

Catherine Wijnberg, CEO Fetola, which facilitated the workshop explains that the conference was hosted because every business needs to understand how to stay ahead of the pack, and because the concept of marketing is reinventing itself through social media almost daily. “We believe that one must first understand the basics in order to get the job done effectively, because without this it is too easy to be swept up by the hype and excitement of new technology and new social platforms,” she explains.

It’s clear that many organisations are feeling a pressing need for a social media strategy, but remain uncertain how to proceed, or how much time and money to invest in this channel. There is a real need to help people cut through the hype and get true value.

Conference attendee Phindile Mkhize, MD of Zan Zan Décor, concurs: “I have been aware that I need to integrate social media into my marketing, but was unsure where to start and what platforms were best for my business. I believe I now have a much better understanding of the dos and don’ts, and more importantly how to use social media in the correct way to grow my business.”

Integrated Approach

Experienced social media providers such as Lianne Byrne-Hammacott of Digital4Good, understand how to tackle digital media and mould it to benefit small businesses and non-profits. “People think that they can simply set up a Facebook page and post a few things here and there, and the sales will come flooding in. In truth, social media needs to be seen as an integral part of your overall marketing strategy and activities for it to deliver to its full potential,” she explains.

Lianne believes the rise of mobile technology, niche social networks, the ‘fan-sumer’ and increasing customer influence through online platforms are trends that all SMEs and non-profits need to take into account when assessing a social media strategy.

Dorian de Klerck, sales manager at digital media specialist agency Active Ice, agrees. “The mistake many people make is believing that their social media efforts will lead to the phone ringing off the hook and sales rolling in. This is simply not the case. Social media should not be seen as a quick return on investment scenario, but rather a medium to long term marketing and brand development solution.

“We reckon that a good social media strategy is 85% marketing and only 15% sales focused,” he explains. “This makes a proper online marketing strategy an absolute imperative. We advise clients to plan and think about every post, tweet or other communication, as well as the look and feel of their pages and platforms, for maximum impact.”

Beyond the Big Three

Facebook, LinkedIn and twitter are only part of an online marketing strategy however, and ensuring that your website is readily found by search engines still forms the foundation of any serious online marketing.

“There are two kinds of websites – those that deliver, and those that do not. People need to know how to structure their sites and take the necessary steps to ensure that they are found by major search engines, or the site can become a bit of a white elephant,” explains Jason New, Search Engine Optimisation (SEO) consultant and Founder of Click Metrics. “This includes linking to other well-optimised and respected sites, and ensuring your content is fresh and compelling.

“Websites must be developed as part of an integrated online marketing strategy, making maximum use of the automated search tools, and if necessary using specialists to boost success. Almost no-one bothers to look beyond the first page on a Google Search, and often if you are not in the top three search results, you might as well be invisible,” he adds.

When to call in the Cavalry

Social media and online marketing still remains a grey area for many smaller organisations, and a common question is ‘how much can be done in-house, and when should one bring in a specialist?’

Catherine Wijnberg offers the following advice: “With any marketing or brand development, it is usually necessary to bring in experts for certain elements, such as logo design, copywriting, even assistance with overall strategy.

“Social media is no different. Just because it’s free to set up a Facebook page does not mean you should go ahead and wing it yourself. Managing social media badly, or simply ‘dabbling’ in it, can often be more damaging than having no online presence at all. My advice is that one should seek expert help to develop a strategy and get started, and then make it your business to learn what you need to know in order to manage things for the long term.”

Putting Facebook in its Place

Everyone is talking about Facebook timeline as an absolute must-have for business (this week at least), but it’s important to put Facebook in its place. Like social media itself, Facebook is just another marketing tool to get your message to your client. Don’t be fooled into letting social media override your core business prerogatives – integrate it into a properly designed and fully integrated marketing and media plan, and remember that at the end of the day your clients are not your contacts on LinkedIn or your fans on Facebook, but  those who actually buy your products and services.

Facebook Dos and Don’ts

Using Facebook for your business is simple – you just need to know what to do.

What you should be doing:

1. Use Pages instead of Personal Profiles for Businesses

 WHY?

  • Pages provide analytics
  • Pages update fans on upcoming events or product releases.
  • Pages allow custom landing tabs. 

2. Track your Facebook activity and analytics

WHY?

  • Set goals, for example:
    • “Let’s increase our fan base to 1 000 by the next quarter.”
    • “Have 2 wall posts every day and continue to engage with fans.
    • “Run three contests this month.”
  • Track the success of your campaigns – which days were successful? Which days were not?
  • See who is listening and discover your target audiences.
  • Post 80 characters or less ( Thursday and Friday are the best engagement days – most people are on social media towards the end of the week
  • Stay engaged, consistent, and always respond to comments.
  • Make sure a link to your website and newsletter is well-placed
  • Create a Welcome page for first-time visitors so they don’t land directly on your wall. Introduce yourself first!
  • Post questions, polls and conversation starters – engagement is key!
  • Create an editorial calendar (or content matrix) that includes a plan for posting a mix of content (industry articles, blog posts, photos, videos, etc.) – have a plan!

What you shouldn’t be doing:

  • Don’t be sloppy! Fill in everything on your Page – profile, events etc
  • Don’t post the following :
    • Personal Information – refrain from posting phone numbers, email addresses, addresses, or other personal information.
    • Draw a distinct line between personal and business. This happens more than you may think!
    • Sales Pitches – do not be the folks on Facebook whose sales posts are annoying– let your fans’ interactions drive the sales.
    • Post deals or special offers respectfully, without clichés.
  • Don’t be overly promotional or pushy.
  • Don’t turn off your user comments function.
  • Don’t use Facebook Events tabs for RSVPS. Always have users sign up on your own site.
  • Don’t send out mass messages to your entire network.
  • Don’t post an update more than twice a day (max).
  • Don’t delete negative comments. If you’re being transparent (and you should), use this as an opportunity to reply with intent on correcting the problem helping the customer.
  • Don’t have your Twitter updates auto-post to Facebook.
  • Don’t be shy about inviting people to “like” your page.
  • Don’t post your website link on someone else’s wall
  • Don’t forget to drive your customers outward—to your website
  • Don’t take yourself TOO seriously!

For more information on the Old Mutual Legends programme and the support it offers small businesses and non-profit organisations, visit www.fetola.co.za

Anton Ressel is a business strategist, social commentator and writer as well as the founder and Director of ARC Consulting, a small business specialist agency that offers mentorship, support and other services to entrepreneurs and emerging businesses nationally. See www.antonressel.co.za for more info.

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Online Marketing

10 Online Marketers To Watch In 2018

The more diverse your sources of news and inspiration, the better. These ten people can help get you there.

Jayson Demers

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Online marketing requires experience, creativity and a working knowledge of the latest trends and technologies necessary to stay competitive in the modern landscape. And while there aren’t any shortcuts to gain more experience, there is a convenient way to stay up to date on the latest marketing trends and get inspiration for your creative campaigns.

That way? Following and paying attention to the best, smartest marketers in the industry.

With 2018 just getting started, I wanted to list some of my favourite marketing influencers, some of the most influential experts in the industry and some of the most promising creative minds to pay attention to this year:

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The Best Conversion Rate Optimisation Tips To Help You Grow Your Business

Whether you’re the owner of a company, or an online blogger, knowing conversion rate optimisation techniques will help you immensely.

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Conversion rate optimisation, otherwise known as CRO, is a 21st-century way to turn visitors to your website or blog into followers of your information or customers of your product or service.

Therefore, whether you’re the owner of a company, or an online blogger, knowing conversion rate optimisation techniques will help you immensely.

What Is Conversion Rate Optimisation or CRO?

Internet marketing, or what some people call online marketing, is promoting your product or service on the Internet through the digital channels available. Driving traffic is to your website or blog is hard, but it’s something you need to do in order to sell your product or service, so the last thing you want is to leave money on the table.

Traditionally, from the traffic you drive to your blog or website, a percentage of that traffic will become your customers or followers.

CRO is conversion optimisation strategies that puts a focus on your blog or website to determine what small or big changes need to be made to convert as many of your visitors as possible.

It’s the classic case of not working harder, but smarter.

Changes such as a new headline, new sales copy, a different coloured CTA (Call-to-Action) button, and more, are tested for effectiveness. This helps you take out all the guesswork and make changes that are proven to convert more sales.

Techniques such as A/B testing, where you create two different landing pages and send the same amount of traffic to each, is one example.

At the end of the day, the version that receives the most conversion is the one you would choose. A site with significant traffic may successfully test over a shorter time. On the other hand, in order to get accurate data, a site with a smaller amount of traffic will likely need more time than a larger one for testing.

Related: Beginners Guide To Digital Marketing In South Africa

What Happens When You Convert More Visitors Into Customers?

It’s a no brainer, when you convert visitors into clients and customers, your sales increase, and that’s the number one goal of any company or business. CRO can help you grow your business by receiving the same amount of traffic that you’re currently receiving.

Technically that means that you can make more sales without having to spend more money on marketing.

That also means that you’re not focused on the number of traffic you pull in with a mind on percentages, but rather focused on making the most of the traffic you currently have which makes the most of your marketing efforts.

Not Utilising CRO Means You Are Leaving Money on The Table

money-on-tableLet’s say you’re a small company with a goal of R50,000 a month in revenue. Your job is to turn a percentage of your visitors into customers. Without the correct conversion rate optimisation strategies, you’re looking strictly at numbers. You find that 1,000 visitors turn into 50 customers with a revenue of R20,000, which is R30,000 away from your goal.

Without the correct CRO strategies in place, you would work to increase the number of visitors to your site. However, with CRO, you implement e-commerce CRO tips that result in those 1,000 visitors turning into 125 customers.  That brings you to your R50,000 goal.  Without performing conversion rate optimisation, you’ve left R30,000 on the table.

Now that you’ve reduced your cost per acquisition, or what you pay per sale or click or form submit, you can either invest more in advertising or just bank the profits. Now that you understand what conversion rate optimisation is all about, let’s have a look at some of the best strategies that can help you take your business to a whole new level.

20 Of The Best CRO Strategies

You can spend loads of money on a fancy website or blog, but if it isn’t converting correctly, you’re losing customers and sales. That’s why conversion rate optimisation is becoming the number one priority with websites and blogs in the 21st-century.

1. Create an Effective Headline

If you are trying to convert visitors into followers or customers from a specific post, then your headline is one of the most important elements. It’s not there for a hard sell; it’s there to draw your potential customers to your site so that they’ll check out your product or service.

Your headline must show people what benefit they will receive from using what you have to offer.

Keep changing up those headlines till you find a strategy that works.

Related: Beginners Guide To Digital Marketing In South Africa (PART 2)

2. Reduce Huge Blocks of Text with Bullet Points

The way you present the content on your website is crucial. Give a potential customer too much information, and they’ll leave your site with eyes glazed over. Any material you present should be not only easy to understand but short and to the point.  One of the best ways to do that is with bullet points.

Bullet points create an organised presentation that keeps potential customers interested.

3. Include Your Contact Information

Significant changes can be done to your website or blog to increase conversions, but so can small ones. Include your contact information on your site or blog. This shows that you’re accountable and don’t mind being contacted, which can lead to customer trust and eventually sales. Include your phone number, email address, and even your mailing address.

4. Replace Phony Stock Photos

Stock PhotosYou know what a phony stock photo looks like. It’s the kind that you purchase from stock photo sites, and they’re the kind that you often see at more than one website. These types of photos look phony, and they reduce your credibility. Replace fake-looking stock photos with professional, unique photos or good quality photos that you’ve taken.

For example, instead of using a stock photo model with a cheesy grin, use a picture of one of your employees.

5. Use a Pop-Up Form

One effective way to convert visitors into followers and subscribers is a pop-up form. When visitors come to your side, a form pops up that encourages them to leave their name and email address, or just their email address, to become a subscriber. When you have a list of subscribers, you can then turn them into customers through newsletters, emails, etc.

Related: Beginners Guide To Digital Marketing In South Africa (PART 3)

6. Eliminate Unneeded Form Fields

A website or blog that is not user-friendly when it comes to form fields may not translate to customer conversion. A form field is where your customers type in their information.  What is the bare minimum of customer information that you need? You ask for the name, but do you also need the company name, for example, or can you do without having a customer type that in?

7. Remove Automatic Image Sliders

Images that flash before your eyes automatically may look attractive, but automatic image sliders have been proven to create banner blindness and therefore, reduce conversion. Use static images instead.

8. Include Videos

Videos have proven to be effective in drawing visitors and turning them into customers. If your site sells fishing products, for example, include a video of an expert fisherman using one of your fishing poles. Make sure the video is no more than two to three minutes long and be sure to put one on your landing page.

9. Make Your Call-To-Action Button Pop

Here is another strategy that seems small but that may prove to be very effective. Alter your call-to-action or CTA button. For example, is it more efficient for your button to say “Download Now” rather than “Buy Now”?  Is it better for your CTA button to be a bright red rather than a navy blue? By testing changes to your call-to-action button, you can determine if such a change will be effective.

10. Limit Your Call-To-Actions

If you have one call-to-action button on your website, that’s a wise choice. Too many call-to-actions can confuse potential customers and turn them off from your site. Put your focus on one effective call-to-action.

11. Have You Included the Word “Free”?

If there’s one thing that people love, it’s free stuff. What can you offer potential customers that are free?

For example, let’s say you sell psychic readings. Offer your potential clients a 10-minute free reading and display the offer prominently on the front page of your site. Chances are you’ll get a lot of conversions for your niche. Once you’ve drawn in customers with the free deal, you can better bring them to your paid services.

Related: Beginners Guide To Digital Marketing In South Africa (PART 4)

12. Match Your Landing Page to Your Ad

When your ad matches your landing page, the colour co-ordination and organisation can translate to conversions. In addition to the colour, the copy you use on your ad should match, in some way, with your landing page. So, when you draw potential customers to your ad, you gently move them to your landing page with no sharp differences.

13. Incorporate Trust Seals on Your Checkout Page

If there’s one thing that draws customers to a product or service, it’s trust. Incorporating trust seals on your checkout page and other places on your website is an excellent way to show that you are legitimate and to increase conversions.

For example, if you are offering dental products, a seal from a trusted dental association helps with customer trust.

14. Convey a Sense of Urgency

When you are promoting a product or service letting your potential customers know that a particular price will end soon, or that a product or service will only be offered for a limited, time greatly helps with conversion.

For example, let’s say yours is a site that sells cookware and you’re providing a crock-pot at a temporarily discounted price.

You would display on your blog or website a photo of the crock pot, along with content and possibly a video, and you would show the price and when the price ends.

15. Give Them a Money-Back Guarantee

There will always be a percentage of customers who are on the fence about your product or service. So how do you get them over that hump and create a conversion?  One way is to offer a money-back guarantee and to display it where it can be seen.

Keep in mind that it’s good to put a time limit on the money-back guarantee to something like 30 days or 60 days.

Related: Beginners Guide To Digital Marketing In South Africa (PART 5)

16. Include Live Chats

live-chatsMany companies are adding live chat prominently on their websites to answer customer’s questions in real-time. This is an effective solution that can lead to conversions. It allows you to take care of all a client’s issues to lead them into a sale. Many companies utilise chat apps to help with this process.

17. Retarget Your Ads

There are large and small changes that can be made to your website to increase conversions, but changes to the way you’re handling your ads could be done as well. Retargeting customers, can help increase conversions period.

When visitors come to your site, you create a customised targeted ad to get to them as soon as they leave.

If a visitor has come to your cosmetic store looking for an eye shadow, when they leave your site you target them with an ad for a different eye shadow in your line. The goal is to keep a visitor engaged with your product or service while staying top of mind.

18. Give Them Free Shipping

Shipping costs for a product can often make or break a sale. So, if there’s one thing that can contribute to conversion, it’s free shipping. Let your customers know that shipping is not a cost that they have to concern themselves with.

If free shipping seems unaffordable for your company, work with ways to cover shipping costs with your product prices.

19. Include Real Testimonials With Photos

One of the best ways to instill confidence in your product or service is with real testimonials. Have customers write testimonials of 50 to 100 words about your product or service and include a photo of the customers next to their testimonials. Include their full name with their picture.

Related: Beginners Guide To Digital Marketing In South Africa (PART 6)

20. Get Customers to Share Their Purchases on Social Media

These days, almost all of your clients are likely to be on at least one social media site. Encourage them to share the purchases they’ve made of your products on social media, such as Instagram.

Every time a customer buys one of your products or your services, automatically give them an opportunity to share and talk about what they’ve bought with a user-friendly share process included on your site.

The sooner you work on conversion rate optimisation tips on your blog or website, the sooner you’ll be bringing in customers in the most efficient way.

Customers translate to profits and profits translate to a successful company or business. CRO takes time, but with patience, your website or blog will see vast improvement in conversions.

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Implementing 2 Advanced Google AdWords Strategies

Find out how Dynamic Search Ads and Call-Only Campaigns can give you that competitive edge you need on Google AdWords.

Perry Marshall

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Let’s explore two advanced Google AdWords campaign types: Dynamic Search Ads and Call-Only campaigns. Give these two campaign types a try. They’ll let you squeeze even more from your AdWords account.

Dynamic search ads (DSAS)

Dynamic search ads are magical keys to reaching your customers. And the best part? Using them is easy once you master the setup.

What Are DSAs?

Google knows it’s hard to keep your campaigns perfectly in sync with your website. If you have an e-commerce site with thousands of products changing regularly, it’s a chore to be constantly creating new keywords, new ad groups and new ads inside your AdWords account.

DSAs were created to fill this gap. They let you show ads to excellent prospects who might be searching for items you sell on your site even if you don’t have a corresponding keyword for them in your account.

Related: The Secret to Building A Profitable AdWords Campaign

Why should you set up a DSA?

As long as you set a low cost-per-click, dynamic search ads typically have a decent CPA and provide additional relevant traffic. They’re also great for research as you get to uncover new search terms that people are using to find your site. (You can use this intelligence after the fact to add new keywords to your account.)

Let’s say you’ve just started selling wrought-iron fire pits on your e-commerce site but you don’t have the keywords for them yet in your AdWords account. A new prospect – we’ll call her Kim – is currently online searching for this by name. Kim types it in verbatim: “wrought iron fire pits.”

If you have a DSA campaign set up, you’re in luck: Google instantly recognises that you sell these but don’t yet have keywords for the purpose. Thankfully, you don’t miss a beat with Kim – Google shows her your Dynamic ad, then she clicks, comes to your website and makes a purchase.

How do they work?

It starts with Google regularly scanning your website and keeping an index of all its pages. When you’re starting out, you can choose to point Google to your entire site – we recommend this for your first DSA campaign – although later on you can target specific categories within your site.

Google knows what keywords are in your account and, more importantly, what keywords are not there. This means they can make accurate judgments about when to step in and show your DSA ads.

When setting up DSAs, Google creates the headline and you write the description. They choose the final URL and you set the bid.

Related: 7 Questions To Ask Before Hiring An Adwords Agency

Here’s how to set up a DSA:

  • Create a new campaign. One of the options you’ll see is to create a DSA campaign. We suggest not using that as it would limit your options further along. Instead, create a new Search campaign with “all features.” Your plan will be to only use DSAs inside that campaign.
  • You’ll need at least one ad group to hold your DSAs, and one is typically enough if you’re just starting out.
  • You still want to be split-testing, even though Google chooses your headline for you. So, create two different DSA ads with different body copy in each.
  • Choose the target. Start with the “all webpages” default. Save the advanced target­ing for later.
  • Add in ad extensions just as you would for a regular campaign.

Ongoing management of your DSA

dynamic-search-ads

Review your data. Keep an eye on the search queries Google chooses, particularly in the first few days. This lets you add any new negative keywords that you don’t want your ads shown for. And it’s a good way to identify and add new keywords you hadn’t yet thought of for other functioning campaigns. (You can add these new keywords as negatives in your DSA campaign, which forces that keyword traffic over to new campaigns in your account. Your DSA campaigns won’t be affected.)

Call-only campaigns

These allow you to create search ads where Google shows your phone number rather than a headline. As such, they only show on mobile devices capable of making calls.

A person clicks on your ad, which starts the process of calling your business directly from their mobile, rather than taking them to your site.

Related: 3 Things You Probably Didn’t Know About Google Adwords

Why use call-only?

Call-only campaigns force people to call your phone number rather than visit your site. If generating more phone calls is high priority for your business, call-only campaigns are worth testing.

How to set up call-only campaigns

Setup is simple. You can create a new campaign from scratch or just copy your existing search campaigns and change the ad type. Replace regular ads with call-only ads.

Tip: Google wants to see individual ad groups with a reasonable number of impressions at the ad group level. So a small number of ad groups with more keywords in each one – generating more impressions per ad group – will work better for call-only campaigns.

This article was originally posted here on Entrepreneur.com

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