IMOSO

UNIQUE

We’re writing to you. Just you.

Every one of our customers or clients is an individual – or made up of individuals. They all have feelings, personalities, wish lists, good days and bad days. But after many years of working with people, one thing sets each and every one of them apart – their individuality, their uniqueness. And that’s how we approach problem solving.

What is Lateral Marketing?

If your marketing strategy is in a holding pattern, or you’re just not getting the results you want – then the best thing to do is start looking for new business in other places. It doesn’t mean abandon your existing spaces, resources, or people – because developing your existing customer base is a given. But employing new tools in different ways, maybe ways you never tried before? That’s where IMOSO come in.


© All photos and content are our own.

 
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U N I Q U E

EXPERIENCE

This isn’t a pitch it’s a fact:
36 years of experience counts for a lot.

“It means a measured approach that’s already peer reviewed and proven. I’ve already transformed and re-vitalised many companies and international brands. I’ve already inspired relationships between my clients, their customers and stakeholders – and produced successful national and international campaigns. My clients backgrounds are as diverse as their services and turnover.

This experience can save you a great deal of time and money if you want to get online, or improve where you are at – and I’ll get you there without flap, magic, or waffle*.

If you need your stuff offline – I already know how to match that with your online assets, and of course make you look absolutely brilliant at the same time.”

Chris, Creative Director


Here’s just some of the companies that have benefited from that experience, and unlike other client lists you might read I’d be surprised if you haven’t heard of many of them:

Kelloggs, The Legacy Foundation (Rio Ferdinand, Mark Noble, Bobby Zamora), Active Commuting, Gauge Developments GDG, Graphtec, Ted Todd, Chatterbox Walls, Broadstock Office Furniture, Thames Water, Metro Rod, Palm Cay (Bahamas), Danzer, The British Museum, Manchester University, Carborundum, Girobank, Ingersoll Rand, Kodak, McCarthy and Stone, Symbol Technologies, Timberland, William Developments, Second Charge Loans, August Blake, Alliance and Leicester, ICI, CADW, Museum of Science and Industry in Manchester, Technology Strategy Board, Victoria and Albert Museum, FIFA, Peel Holdings, Civic Engineers, Add People, Liberty Properties, Ballymore, Neptune, ASK, BAM, Kier, Adaptec, Pennine Telecom, Amoco Chemicals, Motorola, Danka, The British Army, Polartec, Specimen Trees, ARIA, Florida Villas Venice, The AV Group, Lucas Arts Star Wars
… and more.


*waf·fle2 [wof-uhl] verb (used without object), waf·fled, waf·fling.
1. to speak or write equivocally: to waffle on an important issue. verb (used with object), waf·fled, waf·fling. Origin: 1890–95; orig. dial. (Scots, N England): to wave about, flutter, waver, be hesitant; probably waff + -le

 

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E X P E R T

ANALYTICS

How to be a magician.

Whether you’ve got time to attend an online course on Google Analytics or not, if you haven’t implemented this valuable tool you’re missing out. If you don’t know how to, haven’t got the resources, or want a managed solution then you’re in the right place.

There’s no secret and no dark magic, you can get all the information you need from http://www.google.com/analytics/

To get rolling you’ll need a structured approach in your set up, and then an assessment of goal setting. Then you’ll need to come up with a strategy. If you’re looking for more conversions, more visitors, more penetration and more feedback, or more effective positioning of your social media then Analytics will help you identify target markets and customers. I’ll make no bones about it, the set up can be onerous, and deciding on what feedback you want can be daunting in itself. Here’s just some of the things that you’ll get out of Analytics:

  • Learn which marketing initiatives are most effective
  • Accurate website traffic patterns/trends
  • Which customer and customer segments are most valuable
  • Where visitors come from and what do they do on your site
  • How can the website convert more visitors into customers
  • Which keywords resonate with prospects and lead to conversions
  • Which online ad or creative is the most effective
  • Where people leave the site
  • Which pages retain visitors the longest
  • What search terms people use to find the site
  • IMOSO provide simplified reporting for those who want it, and advanced metrics for those who need it. Monthly reports will tell you where your traffic is coming from, how long people spend on your site, where they exit, the platforms and tools your visitors are using, where in the world they are, and how you measure up against you competition. All the work we do is set up from the start to deliver this, and more.
     

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    T R U T H

    Responsive

     

    Frictionless experiences.

    Google would have been rather unhappy with your website if it wasn’t mobile responsive as of 21st April 2015. So much so that they actively discriminate against yours in their search results. It was been termed Mobilegeddon, and we’ve been warned it was coming for quite a few years.

    Google is committed to providing a frictionless experience to mobile users. Websites and landing pages that are not meeting the standards that Google has set are being pushed down in mobile search results. The message is clear: ignore Google’s mobile standards at your own peril.

    It affects your PPC effectiveness too. It’s a factor in determining Quality Score. Marketers who have built mobile-friendly landing pages in response have been rewarded with winning more auctions and getting more clicks.

    Act responsibly.

    Analytics evidence demonstrates that mobile sites have much better conversion rates. They load faster and are easier to navigate. Responsive web design is an approach that’s aimed at creating a website that has the optimal viewing experience no matter what the device screen size is. It will be easy-to-read and the navigation and layout responds automatically with a minimum of resizing, panning, and scrolling.

    Responsive websites by their nature will resize themselves across a wide range of mobile devices and device sizes – from large desktop computer monitors to tablets, phablets and smart phones.

    A responsive website design will automatically adapt the page layout to the screen size by using fluid, proportion-based grids, flexible images, and CSS3 media queries.

    This isn’t just about making Google happy. The reason Google wants you on board is to ensure you’re providing a great experience for your mobile users. If you concentrate on making that experience one they find useful, informative and delightful, the rest will fall in place.

    Want to know more about this? Respond by clicking the envelope below!

     

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    RESPONSIBLE

    CONVERSION

     

    She loves me.

    At the outset it’s vital to appreciate that getting the right type of customer is more important than getting more people to hit your button. Focus on customers who are more likely to love you, and you’re half way there.

    You may have realised by now that IMOSO take a structured approach to most things, and optimisation is no different. Part of that process is to ensure that we understand what the analytics tells us, and defining objectives that make the most of your traffic. There’s no room for guessing (testing maybe), or poor quality engagement.

    In many cases the optimisation has more to do with structure and organisation than it does with your website, so it’s important to develop a strategy right up front before tackling any pages. Get some customer feedback, run some test, try some user testing amongst your most trusted clients.

    ADWORDS

    There’s no doubt that advertising is getting more and more expensive. It’s crucial that the ads are also properly optimised and with a high ‘quality score’, because without it your ads could be costing 4 times as much as they need to. Worse they may not even appear at all. With our help you’ll get your ads up to speed and pointing in the right direction at the right time. And when that traffic comes through you’ll only turn it into new business if you deliver on site, what you promised at the start.

    She loves me not.

    After a first date, 99.99% of couples are not ready to get married. That’s because most people need to date for a while to build trust, develop a strong connection, and make sure the other person isn’t a complete psychopath.

    So when a customer visits your website don’t expect that it’s an opportunity which won’t go astray. Getting people to look at you online is only one step of a sometimes lengthy courtship. Of course they’re checking out your competition, they will definitely be doing comparisons. Don’t beat yourself up if you don’t make that sale. Your customer is human, just like you.

    Using visitor data helps us understand the Conversion Rate, and once we’ve determined that – we can start looking at barriers in what we call the Conversion Funnel. Don’t get distracted by the terminology, this is just the thing that happens after the click.

    At it’s most basic level it’s the point where we decide whether a button is clear, that the pages looks good, that the site is easy to navigate, whether you are trustworthy or not, page titles and content are relevant to what the ad promised. That kind of thing. Certainly not rocket science it’s a diagnostic approach.

    THE LANDING PAGE

    The key page is your landing page. If that doesn’t have all the bits and bobs that your customer needs to make an enquiry then you’ll lose them there and then, probably for good. Now, what works for some may not work for others, but what your top competitors are doing might help you… just make sure that you compete with those businesses on a level playing field – there’s no point pretending your products are as good as those when they aren’t so think about it from your customers viewpoint. Headlines, hero images, truth, forms, testimonials and partner or endorsements are all the vital things we need to keep this courtship going.

    She loves me.

    There’s so much more to talk about like bounce rates, exit pages, testing and content. Would you like to know if I can improve the conversion ratio on your site? Click my email link below, send me your url – and I’ll be in touch!

     

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    T R A F F I C

    EMAILERS

    Email campaign delivery is easy.

    That’s why your inbox is crammed full of spam every time you open your mail, and why most of it is irrelevant.

    Creating those negative experiences chips away at the integrity of brands day after day, and an irrelevant email sets continually lower expectations for subsequent mails. Which inevitably creates a downward spiral of decreasing engagement and ultimately – churn. The lesson you can learn from this is knowing that you only have a small fraction of your customers bandwidth, so don’t waste the opportunity.

    If you don’t learn from your mistakes you’ll be throwing good money after bad, and customers don’t grow on trees. So like I already said – don’t keep digging the same old hole.

    Do it the hard way.

    Your email marketing needs to be trusted, relevant, and look good all at the same time. IMOSO will create and manage your email campaigns for you, using the latest best practice techniques. You’ll have a single point of contact (me) who will make sure your campaigns are on time and tackling all of your business needs.

    MailChimp, iContact, Constant Contact… all those lower cost mail solutions are just fine. I use them! But before you get there you’ll need to validate your data otherwise all that lovely conversion cleverness, and those funky graphics are going straight in your customers spam folder.

    In simple terms a mail campaign has to be set up from the very start using a logical, step-by-step process that maximises every ounce of potential from what you already have. Don’t waste an ounce of that potential, because when you lose customers – they rarely come back.

    IMOSO take on any aspect of email campaign management, including:

  • Database upload, and segmentation
  • Campaign design and build
  • Campaign set-up
  • Dynamic content set-up
  • Trigger set-up
  • Split testing
  • Managed sending
  • Full reporting
  • Keep learning.

    Campaign Buddy

    If your team is new to emailers, or if they want to learn how to build best practice campaigns that really get results, then IMOSO can offer Campaign Buddy.

    With this service, IMOSO set up and send your initial campaigns. Then your team takes over while IMOSO offers guidance.

    You get:

  • Campaign and data upload
  • Testing
  • Sending
  • Reporting

  • “Tell me and I forget, teach me and I may remember, involve me and I learn.”

    –Benjamin Franklin

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    E N G A G E

    MARKETING

    I’m not suggesting that you and I go speed-dating.

    All I’m asking is that you have a look through these pages then drop me a line with your brief and I’ll very quickly put together a proposal based on what you tell me. I won’t waffle, use technically challenging language, or try and tease you with some advanced metrics or pivot tables. I won’t try to be cleverer than you to impress you, I’ll just tell you what you need to know. Honestly.


    “If a client comes to you and says that they’re not really sure what to do, that’s one of the best relationships you can possibly have — when there’s an acknowledgment of a goal but the path to the end product is unknown, and they’re open to the collaboration.”

    –Abbott Miller


    We all get promises, jargon, infographics, slick words and even more promises about delivery and quality. On the big day your dilemma will inevitably be – do you employ the people that promised you the most for the least, the least for the most, or the guys that always seem to get right in the middle. And everyone always gets 3 quotes, right?

    A multitude of circumstances can take you down any of these routes, and any or all of them might work for you. You might look at relationship building, a bit of a dance, then some pushing and pulling on the costs and specifications. That’s all fine really, it happens. But if you’re holding a beauty parade those big blue eyes can sometimes be a bit of a long term distraction. What you really need is an honest proposal with no grey areas, from someone who will be good for what they say they will be. Then it works for everyone.

    I’ve still got your attention? There’s some experience a bit further up this page, and more below it (soon) so maybe you’re thinking – where’s the capability.

    Time for another list? You can get all this sort of stuff from me on day one, in no particular order:

    SEO, SEM, SMM, CMS, CRO and strategic web design, campaign planning and implementation, Advanced Google Analytics, hosting and email, advertising, PPC/CPC, CRM (eg: Capsule, Dynamics, Salesforce), eMailers (eg: iContact, Mailchimp) database setup, copywriting, location and studio photography, online PR (eg: PR Web), identity, graphic design, online and offline media, unified social media management and implementation (eg: Vocus, HootSuite), online survey’s, brand identity, title sequences, video production and special effects, visualisation, interactive 3D
    …and much more.

     
    Sorry for using all those acronyms. If you know what they are great, if you don’t – you should, so I’ll explain all when we talk.

    In the end though, what you really need to know is that I know. I do.


    “I read once about the concepts of a lateral idea and the vertical idea. If you dig a hole and it’s in the wrong place, digging it deeper isn’t going to help. The lateral idea is when you skip over and dig someplace else.

    –Seymour Chwast”
     

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    P R O D U C T

    SEARCH

    There is a cure for invisibility.

    As I’m sure you know, the internet offers you unlimited opportunities to promote yourself within any given sector and your website will undoubtedly benefit from some best-practice SEO development. I’ll do some analysis on it and let you have the basic info for free if you like.

    What I do for you as part of the analysis is;

  • Competitive market share (internet ‘footprint’ across some of the most valuable phrases)
  • Gap analysis showing detailed site metrics versus the main competition
  • Link profile analysis – number of unique link and anchor text profile
  • Content analysis – relevancy, quantity and quality
  • Metadata analysis
  • Potential threat analysis (Penguin/Panda)
  • I’m sure you’ll find it useful.

    There’s no charge for this introductory report and analysis, so get in touch with me by email enclosing your web address, and if I can help you I’ll run the stats within 7 days.
     

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    C O N T E N T

    SECURITY

    Lock and load.

    These days people hack websites for fun, some of them are malicious defacements, others are complete takedown events. With an outdated infrastructure your site could be open to attack, and even if a hacker doesn’t take you offline, you might find that your ISP will. Or worse, your data is stolen and deleted.

    We’re often asked to look for vulnerabilities in sites, especially ones built with popular CMS platforms and sadly all too often, we discover some. The main weaknesses are in old third party plugins written by inexperienced coders, and no experience at all in security. WordPress alone has 33,000 plugins and a combined total of around 750 million downloads. It’s inevitable that some of those will fall through security holes, and they do because they are sometimes targeted by hackers relentlessly. The CMS isn’t to blame if kept up to date, protected, and administered correctly.

    How do you know if you’ve been hacked?

    A random page might be generated on your site, a new front page, a line of text that shouldn’t be there, some of your data has gone missing, a redirect to a malware site, things have just stopped working – that kind of thing. If you have malware installed on your site through a back door, you could be exposing the entire server. When your ISP or datacenter calls to inform you they are taking your site down, you’ll be hoping you’ve backed up your database or you might be heading for an extinction level event.

    The best advice is to put a layer in place before that happens. It will undoubtedly save you money in the long run, and if you haven’t got a back up it’ll save you a LOT of time and money.

    What do we do?

    Scan your site, remove infected or malicious files, back it up when it’s clean, add a firewall, monitor it and then make sure that the hackers can’t get back in. It’s not magic, but it needs to be done thoroughly and logically.

    Social responsibility.

    Here’s some free advice… please look after your personal channels.

    You wouldn’t go up to a stranger in a street and tell them what you had for Christmas, so why allow strangers to see what you’ve posted on Facebook?

    Do this now – set your posts and photos to be seen by your ‘Friends only’.

    Here’s how:

    HOW TO LOCK DOWN THE PRIVACY OF YOUR FUTURE POSTS
    1. Click the down arrow at the top right of any Facebook page and choose Settings
    2. Select Privacy from the menu on the left hand side
    3. Under Who can see my stuff?, click Who can see your future posts?.
    4. Here you can choose to limit the posts to Friends only, or a custom lists of people you choose.

    HOW TO LIMIT THE AUDIENCE OF YOUR PAST POSTS
    1. Click the down arrow at the top right of any Facebook page and choose Settings
    2. Select Privacy from the menu on the left hand side
    3. Under Who can see my stuff?, click Limit the audience for posts you’ve shared with friends of friends or Public?.
    4. Click Limit Old Posts

    HOW TO CHECK HOW OTHERS SEE YOU ON FACEBOOK
    1. Go to your profile and click the three dots on the bottom right of your cover photo.
    2. Click View As…. This will then display your profile as seen by anyone who isn’t your friend.

    For further information get in touch, we rescue your stuff within a few hours if necessary, and can secure them just as quickly.
     

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    S E C U R E

    SOCIAL


    Standing on the cusp of adolescence.

    Did you know that Facebook celebrated it’s tenth anniversary in 2014? That Linkedin was ten in 2013? YouTube was ten in 2016, and Twitter the year after? So all this social engagement is neither new, or just for your kids. You probably already know it, but maybe you don’t know how to lever these channels to help your business?

    It can take time to come up with new and exciting ideas for social media posts. And I know all too well that it can be hard to write worthwhile content for your website. It’s difficult to communicate effectively online. It’s sometimes best to get a professional to write what you are trying to say in simple terms, in a way you can be understood by all. If you can do it, you’ll be talking to more people and creating more customer potential.

    I have a lot of experience in social media which means I can run unified campaigns for your business, or teach you how to run one for yourself. It’s not all about selling, so I’ll show you how to communicate and engage with your all your potential customers.

    Grow up.

    If you have your social media accounts spread all over the place and can’t keep up with them, or just don’t have the time to keep them up to date I have a simple easy to use method of doing it for you, and I can plan your posts up to a month in advance at any time or day of your choice. Contact IMOSO, and I guarantee I’ll take the pain out of your social media life!
     

    Example Strategies to Engage on Facebook.

    After a first date, 99.99% of couples are not ready to get married. That’s because most people need to date for a while to build trust, develop a strong connection, and make sure the other person isn’t a complete psychopath.

    The same goes with nurturing your relationship with new leads from Facebook. They just met you, and the majority of them won’t be ready to make a purchase right away. But they’re your treasure chest for profit. The unconverted leads already identified themselves as interested in what you have to offer. They’re no longer cold leads as they already received at least one thing of value from you.

    But you can’t just sell on social media. You have to take time to engage as well. If you sell only, your costs will be higher for each click and your sales will suffer if they come at all. Sell only, and you won’t be successful.

    Engagement in-network carries multiple benefits:

    1. Build trust with your followers through connections and celebrity positioning. Social media is similar to dating. To develop life-long customer relationships, you need to build trust over time. Offering engaging and valuable content is an opportunity to demonstrate that you are the expert in your industry.

    2. Grow your referrals. When people interact with you, their social networks see it. This is one of the most powerful things about direct response social media networking as opposed to any other type of marketing. Referrals are built into the platform. Businesses are smart to consistently pay attention to this fact and utilize it to its fullest ability.

    3. Condition them to respond. If you have an engaged audience with people paying attention to what you say and interacting with you, then they’re ready to buy as soon as you’re ready to ask them for the sale. The more your networks are engaged, the more likely they’ll respond to your calls to action to purchase later on. Lose them with irrelevant content or a too heavy sales pitch too soon and you can lose them forever.

    4. Increase your free reach. When it comes to Facebook, the more comments, likes, and shares you get, the higher your engagement level is and the more Facebook will show your posts to your network for free. If you can keep that engagement level up when you aren’t promoting anything, when it comes time to promote, you’ll have more reach into the newsfeeds of your target audience.

    Use these strategies to create engagement:

    Create original visual content.

    To get your prospects’ attention away from “What Aunt Mary is making for dinner tonight,” create original free content that invites the reader to share. This is your opportunity to establish yourself as the thought leader and the expert in your industry, so create visuals out of your quotes and blog posts.

    Feature your clients, customers, or patients in a Q and A.

    Your audience is interested in the people who choose to do business you. It’s your “Who Says So Besides You.” Feature them, their stories, likes, habits, and hobbies along with photos and a few quirky facts to give your audience engaging content, and build trust with your prospects, because they see other people just like them. This also gives your customers a reason to give you recommendations because when they’re featured, they’ll share it with their friends and family.

    Ask questions.

    The simple act of posing a question on social media is the quickest and simplest way to signal that you’re looking for input. Being willing to ask for feedback and listen to what is and isn’t working not only helps your business grow, it also builds loyalty.

    Get personal.

    Occasionally share something about your life that’s more personal in nature. It could be a picture of your pet, you and your family on a great vacation, or your staff gathering for a brainstorming meeting where you include shots of your white board after you’ve solved all the problems of the world. When you share some of your authenticity online, generally your fans respond well to it.

    Link your blog.

    Social media should be your most important tool for cross-promotion on the internet. A great place to start when creating content is to write a list of the Top 25 Questions you get from prospects. Record yourself answering these questions and send the recording to a transcription service. You will then have 25 weeks’ worth of blogs.

    Share an industry article.

    You should always make building credibility a priority, especially with social media. Showing that you’re on top of industry news solidifies your place in that industry. It makes your company feel more legitimate and more knowledgeable.

    However, don’t simply post a link to the article. Lazy marketers do this, and it doesn’t work. If this is all you can do, then don’t bother being on social media. Instead of being a re-poster, add your comments, and ask a thoughtful question as to what the reader thinks about the information shared. This makes you a thought leader and content curator.

    Other effective things to share are articles that are new or trending. The reason for sharing is to help keep your fans ahead of the curve, and then they are more likely to respond and share. Commentary is still required for engagement.

    Ask trivia questions.

    A trivia question about your business or your industry can be a fresh way to keep your audience coming back. Offer a prize that is relevant for your perfect prospect, such as a gift certificate toward a purchase or a book by you or a supporting author. This can create page engagement and give you potential leads. To make sure this happens despite how crazy your week may get, systematize the process using a form tied into your CRM and a set schedule of prize awarding.

    Make sure to announce the winner each week publicly to encourage others to participate in the following week’s post. (Plus, this gives you another post and another chance for engagement.)

    Choose a fan of the week.

    Celebrating your fans and followers is another way to create engagement. You can randomly pick someone each week, choose from those who engaged most, or put a requirement in place, such as those who answered a specific question on a post.

    Singling out a repeat visitor will add a sophisticated layer of interaction to your social media profiles and encourage others to do the same. As an added bonus, this is another strategy that has built-in social sharing.

    Post behind-the-scenes photos.

    Your Facebook fans want to feel as though they have a “backstage pass” to you and your business. Post photos of your team at work, setting up events, planning a new product, etc. They will eat this content up and it will help to strengthen their relationship with you. This is also an effective strategy to develop buzz and interest in your events and product launches. Get them excited before you ever even put your resources on sale.

    No B.S. Guide to Direct Response Social Media Marketing

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    S H O U T

    Facebook Advertising

     

    Facebook, and Facebook Business pages

    Imagine your Facebook page. You might be friends with hundreds, even thousands of people, you like many pages: companies, musicians, other blogs, shops, boutiques, etc. Facebook can only show you so much every time you log in. They can’t possibly show you all of the status updates, photos, videos, and ads that everyone has to offer. So they have an algorithm that delivers posts to your own page based on what you like, who you interact with, and your general interests – and that’s the stuff they show you.

    I could like your personal Facebook page, or follow your Facebook Business Page, but if I never like any of your status updates I will most likely never see anything else if I don’t interact with you. I could follow your shop, but because your reach is small, I might not see your new item you posted because Facebook can’t show me everything in my newsfeed.

    Basically, it’s hopeless at delivering your stuff – especially if you’re relying on it. In a way this is understandable. When you create a Facebook page for your business it can be really disheartening to see very low numbers of people actually viewing your posts, or liking them but that doesn’t mean you shouldn’t post to Facebook.

    Facebook Myths

    People worry that posting through third-party scheduling tools such as Buffer or Hootsuite can hurt your reach. Wrong. That’s not true. You just want to make sure your post doesn’t look scheduled. It needs to look authentic, not banal, not cheesy… make sure it’s factual and above all not spammy.

    Facebook photos don’t always get the most engagement. They can help catch your follower’s eye, but it doesn’t necessarily equal engagement. Interesting, compelling content wins every time.

    Don’t Sell

    Facebook does not like promotional crap. Click here, 10 minutes left, sale ends soon, don’t miss out, join in on the action, Get it NOW…. NO! Facebook doesn’t like anything that is click-bait – meaning you’re telling people to click something. Don’t post overly promotional content. Be authentic. Explain why this post is interesting, but don’t tell me.

    Why should I pay to have people see my posts?

    Fact is, organic reach has decreased on Facebook. To be seen in your community’s newsfeed, sometimes you need to spend some money. It can be worth it. You don’t need to do it all the time, but a boost or ad every now and then can really do wonders. Promote only important posts. I know that’s vague, but posts that are really important to you. For instance, I promoted this post this month.

    Promoted Posts Vs Facebook Ads

    Promoted Facebook posts are just when you want a boost. You want your followers to see it. This is something I’ll do, maybe once a month, and for a small dollar amount, $5 at most. You can boost this in three ways: people who like your page, people who like your page and their friends, people you choose through targeting. I recommend doing the first two to start with. Once you’ve played around with this and measured the results, then move onto targeting. Targeting will refer to people with certain interests, age, gender and so much more. Targeting is more technical, but very effective.

    Facebook ads are even more technical. Think of them as display ads like you see on other websites, but only for Facebook. With these you have complete control. You can target literally anything, have a call-to-action button, change out the image, and add a “vanity” website link.

    You can also place these ads strategically: newsfeed, sidebar ads, etc. Your spend here can go up very very quickly, and you spend money over a variety of ads over a number of days. As for a boost, it’s usually a set amount in a quick time frame.

    You can monitor all of this in your Facebook ads manager. It’s not always necessary to spend money to get reach on Facebook, but if you’re a growing business it does help significantly.

    Would you like to know more?
     

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    TARGETTING

    Linkedin

     

    116 Million+ can’t be wrong

    LinkedIn is a social network with over 116 million users that enables you to network professionally, post and find jobs, answer questions, and build thought leadership—while simultaneously helping the people you trust. A user can easily discover the people employed by a business and the various companies for which a person has worked. But what makes LinkedIn truly different from other social media sites?

    Before you dive into using LinkedIn as a business, you need to master using LinkedIn as an individual. While many people have an account, their profile is often incomplete. And the only thing worse than not having a profile is having an incomplete one. Thus, assuming you already have some form of a LinkedIn profile (if not, go create one!) work hard on getting your page up to speed.

    Connect your Twitter Account with Linkedin

    Just above the Public Profile link under the first section of your profile (where your name, headline, and image is), you will see a Twitter link. Click edit to manage your Twitter settings. Not only should you display your Twitter handle, but you should share tweets as well. Your tweets are one of the only ways to make your profile personable and not focused solely around your professional life. A client or employer will want to see how you speak and think in addition to the more traditional information available on your resume.

    Create a Company Page

    A LinkedIn Company Page is the one page in your social network that calls for the most professionalism. Just as a person profile is professional in its resume-like nature, yet has a touch of personality through Twitter streams and applications, a Company Page should exude a white-collar persona paired with some company character.

    Create a Showcase Page

    Showcase Pages are niche pages off of a company page. They allow a Company to promote specific products or market to a specific buyer persona. LinkedIn users can follow singular Showcase Pages without following the business or their other Showcase Pages. This allows businesses to promote for and cater to the audience specific to the page.

    Companies can drill down into each of their buyer personas more deeply and keep content personal and interesting. Once that content is published, LinkedIn provides you with useful, dedicated analytics for each page.

    Microsoft, along with Cisco, Intel, and Adobe were among the first to implement Showcase Pages into their marketing strategy.

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    The Sugar Rush

     

    THE TRUTH:

    ‘Paid for social media does work’

    I’m a huge supporter of utilising social media to push messages to customers. Simple tools in Facebook, Twitter and Instagram allow my clients to accurately target customer groups and demographics. For lead generation, and depending upon the product I can tell you that the average CPC is far lower than traditional PPC. All channels have their places, but using established social media accounts to target genuine customers does work.

    Do you really need to have a finger in every single pie? Research them all yes of course, but be careful how much time you invest, and if they don’t work for you don’t continue to waste your time and money. Don’t dig the same hole deeper.

    There’s the truth, so here’s a bunch of stuff that will deflate the myths that social media is free or easy…
     

    A COMMON SENSE LIE:

    ‘You must be authentic’

    Talk to people as though they are real people. Duh!

    That’s not a social media thing. That’s not even a business thing. That’s just common sense. It’s obvious that you should act like you care about customers, because of course you do.

    Maybe sharing a little more about yourself so people can connect with you as an individual and empathise could help. But there’s a fine line. They don’t want to hear about what you ate last night. Especially what you’re eating right now.
     

    A LIE THAT INFLATES YOUR EGO:

    ‘Fans = Success’

    Acquiring ‘fans’ isn’t a business goal, unless you’re a fashion/pop star. Revenue and sales are the goal for businesses. Engage with your customers, build an appropriate following, then work towards conversion.

    Layer in additional tactics to leverage what you already have (like website visits, fans, or an email database) and continuously re-engage with these people to drive repurchases and referrals.

    One of the most effective uses of capital is through remarketing to existing site visitors or customer lists that are already engaged with your brand at some level.

    And you’re able to get the most out of existing information you already own, without a ton of extra work on your part, just by leveraging Facebook’s peerless ability to match demographics, and then create custom audiences. I do it every day and it works.
     

    THE BIGGEST LIE:

    ‘Social media is free’

    Unfortunately for all of us, social media effort can add up to being one of the most expensive things we get involved in. Here you’re paying for time and that time is becoming increasingly more expensive.

    Social media demands strategy, content creation, community management, audio & visual, design, optimisation and analytics. It’s a grind with little support, and sometimes very small budgets. Then there’s the internal cost of managing or coordinating campaigns, interfacing with other departments, educating teams, and producing detailed reports to justify what exactly you do on a daily basis.

    How about just going viral campaigns? Well, a single viral video could set you back £20,000… there are many video producers out there who quote for CPM so look them up. On the high end? How about £7,000,000+? Remember the Red Bull Stratos campaign? One of the most successful of all time. And the most expensive.

    If you are primarily concerned with growing revenue (like most businesses are), then most of the time it’s actually more cost effective to funnel resources (i.e. money) into advertising (see the start of this article) as opposed to endless and circuitous community management.
     

    A LIE THAT WILL WASTE YOUR TIME AND MONEY:

    ‘You must be on xxxx it’s the new thing!’

    Please, please, do your research.

    In 2011 the average large company in the US had 178 corporate-owned social media accounts. That’s insane when you think about it. Especially considering the costs we just explored.

    The best way to simplify and get results (instead of wasting money) is to analyse your own customer demographics and preferences. For example, if SnapChat is a just a bunch of ‘millennial girls/boys’, and your ideal customer personas are middle aged millionaires, then just forget about it very very quickly. Double down on what is actually working, or what might work – when you’ve done your research obviously.

    Looking cool and trendy will sap your budget fast and the ROI might be minuscule, so think about it long and hard before deciding where to start spending your money.
     

    BORDERLINE LIE:

    ‘Social media has changed marketing forever’

    Consumer behavior has evolved exponentially over the last decade. We want more. We expect more. And we demand more. But when it comes to reaching, connecting, and nurturing – good marketing principles still apply.

    Social media hasn’t changed the fundamentals of marketing at all. It’s just provided some new distribution and communication options, and that is the difference. So for the 4C’s – Consumer Wants / Cost / Communication / Convenience it’s probably true. The difference now between engagement and marketing is that they just aren’t the same, so be careful who/what in your organisation takes control of your media, and how you align the two.

    New tactics, tools and platforms pop-up every single day. People continue to develop and use these things in ways that we can’t yet imagine. But that doesn’t mean the frameworks and systems we’ve used successfully for decades are broken or don’t apply. They just need to evolve.

    There’s been a theme in recent years that ‘social media manager’ type positions are in decline. That’s not because it’s getting any less important, just that these roles are being absorbed into ‘traditional’ roles. As more companies have begun to understand how social media works, these social media skills are essential now for most marketing, communications, and customer service positions.

    The New Social Media Trendy Kid on the Block means well. But they’re just lacking in a few important things (like perhaps… actual marketing experience?). Tactics and channels will come and go, but don’t lose site of the big picture strategy and stay the course. Because otherwise you run the risk of ending up draining your resources.
     

    SO WHAT’S THE RUSH?

    Treat your social media and digital marketing like one big candy bag and you’ll lose focus, and lots of money. If you take one thing from this article then let it be do your research, dive deep into what you are already doing, do your own analytics, and check your audience demographic. You may already be making big mistakes that you don’t know about

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    SOCIAL MEDIA LIES

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