Developing a Marketing Strategy Masterclass – Update

Developing a Marketing Strategy Masterclass – Update

I’ve been working with NBSL to deliver free to attend Developing a marketing strategy masterclasses. Last week I delivered the second session of the first masterclass in Newcastle city centre.

The attendees were a great mix of new and established businesses from all around the North East, operating in lots of different sectors. There was lots of enthusiasm in the room – and a great atmosphere!

The main part of the masterclass focused on my market, message, medium process. The attendees worked to develop a marketing strategy and at least one new marketing campaign. Everybody left with a personal action plan to kickstart their new marketing strategy.

We debated print or digital, explored the benefits of inbound and outbound campaigns and reviewed lots of different tactics including social media, blogging and seo.

In the last hour of the session I did an open Q&A section. Most questions were around the topic of email marketing. In response to this, I’ve published a blog post on how to get started with email marketing.

I’m looking forward to delivering future masterclasses. If you want to register an interest to be kept informed of future dates, then head over to the NBSL website.

How to do great marketing and win more customers

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How to advertise on Facebook, generate a high return on investment and improve your social media marketing strategy

How to advertise on Facebook, generate a high return on investment and improve your social media marketing strategy

Facebook advertising is becoming a popular tactic in social media marketing strategy.

Statistics suggest that over 90% of advertisers invested in Facebook advertising last year. This is probably because over 1 billion people use Facebook everyday, with the average person spending over 50 minutes a day on Facebook and other popular social media channels.

Unlike most other social media channels, Facebook users span the complete age range and gender is fairly equally split between male and female.

So whoever your target market is, there’s a good chance they’re active on Facebook.

Is Facebook advertising right for your social media marketing strategy?

Here’s some thoughts on the top 3 common questions and concerns to Facebook advertising –

1. How much do you need to spend?

It’s difficult to suggest or recommend an appropriate budget. Your budget should ideally be driven by your aims and objectives and your overall social media marketing strategy.

However, unlike conventional advertising, the great thing about advertising on Facebook is that you can do it with a very small initial budget.

You can advertise on Facebook for as little as £5 per day.

In the U.K. the current cost per click is around 26p.

The average cost per app install is around 78p.

Social Media Strategy Blog Posts

Help with marketing – Blog Posts to help with social media marketing strategy

2. How does Facebook decide what ads to show?

To run successful Facebook advertising campaigns, it’s a good idea to understand more about Facebook’s system for selecting which users see which ads.

Facebook states –

When showing ads, we try to balance two things:

Creating value for advertisers by helping them reach and get results from people in their target audiences.

Providing positive, relevant experiences for people using Facebook, Instagram or Audience Network.

The best way for us to do this is to hold an auction in which both interests are represented. That way, advertisers are reaching people receptive to their ads and users are seeing something they’re interested in. This is different than a traditional auction because the winner isn’t the ad with the highest monetary bid, but the ad that creates the most overall value.

In summary –

When there is an ad space available, Facebook will bring together all of the adverts competing for that space to compete in an auction. The winner will have there advert shown to the Facebook user.

Billions of these actions automatically take place every day.

The auctions aren’t won or lost through the monetary value of each advert – Facebook is more concerned with creating a positive and relevant experience for its users.

Facebook analyses the potential value of each advert using the following factors –

Advertiser bid
How interested the advertiser is in showing their advert.

Advert quality and relevance
How interested Facebook thinks a user will be in an advert.

Estimated action rates
How likely Facebook thinks a user will take action

3. Is Facebook Ads Manager difficult and complicated to use?

To access the Facebook Ads Manager, simply click on the ‘drop down arrow’, then click ‘Manage Ads’.

This will take you to the Facebook Ads Manager page where you will need to select the user or page that you wish to advertise from. From here you can also configure user privileges or ‘roles’ to allow other team members to manage adverts.

All aspects of your Facebook advertising campaign are managed from here.

To start your advertising campaign, simply click the green ‘Create Ad’ button.

The Ads Manager guides you through the relevant steps needed to create, manage and monitor the success of your advertising campaigns. If anything doesn’t make sense, there’s a useful ‘Help’ section.

The Secrets of Social Media Marketing Strategy

Help with marketing – The Secrets of Social Media Marketing Strategy. Click here to find out more.

Will Facebook advertising improve your social media marketing strategy?

I think Facebook advertising deserves some serious consideration.

You can start advertising with a relatively small budget. Facebook Ads Manager is a powerful and easy to use tool and the likelihood is that your ads will be placed in view of relevant Facebook users.

As with all social media marketing and general marketing tactics, I recommend a cautious approach where results are carefully tested and measured.

It’s important to establish clear aims and objectives that your campaigns can then be measured on.

How to do great marketing and win more customers

Download my FREE workbook – How to do great marketing and win more customers.

Are you forgetting about LinkedIn in your social media marketing strategy?

Are you forgetting about LinkedIn in your social media marketing strategy?

Since launching in 2003, LinkedIn has cemented itself as ‘the’ social networking site for professionals who are implementing a social media marketing strategy.

Unlike other social media channels, LinkedIn’s global user base of around 380 million, don’t fall heavily into the 18 – 29 age bracket. In fact around 31% of LinkedIn users are aged between 30 and 49.

Some people still view LinkedIn as a recruitment or a job searching tool. But if used effectively, it can be much much more than that.

LinkedIn can be a powerful and effective marketing tool!

Here’s some tips on how you can use LinkedIn to achieve your social media marketing strategy goals –

Quickly build your network –

The fastest way to build LinkedIn connections is to invite all of your email contacts to become connections. To do this, you’ll need to give LinkedIn permission to access your address book.

As you start to connect with people, you’ll see opportunities to make 2nd and 3rd degree connections.

It’s important to build a large network because when someone from your network ‘likes’ your status updates, their connections will also see that update.

Unlike other social media marketing channels, all of your connections can see all of your updates.

Publishing updates and encouraging your audience to interact will help you to grow more connections.

Make sure your profile is complete and up to date –

If you haven’t done so recently, it’s a good idea to revisit and update your profile. Make sure everything (including any new skills that you’re recently acquired) is correct and up to date.

Does your profile picture portray you in a ‘professional’ manner? It’s a good idea to avoid the ‘holiday snap’ or a 15 year old image of your graduation ceremony. It might be worth investing in some professional photography.

If you prefer to, it’s possible to update your profile without any of your existing connections knowing.

Social Media Strategy Blog Posts

Help with marketing – Blog Posts to help with social media marketing strategy

Maximise your ‘complete and up to date’ profile –

LinkedIn allows a range of media including image, video and other documents and presentations to be uploaded.

A background image can also be used to personalise your profile.

Adding images and other media to your profile is a great way to showcase your product or service.

Make sure you ‘check in’ frequently –

I recommend checking in every day, or every other day for around 5 – 10 minutes and once a week for around 15 – 20 minutes.

This should allow enough time to develop new connections, interact with your network and publish or schedule frequent updates.

Tell people that you’re on LinkedIn –

Include the LinkedIn logo and / or links to your LinkedIn profile page from your website, blog, email signature and other social media channels.

Encourage your network to endorse you for skills –

If your list of skills is complete and up to date, there’s more chance that connections from your network will endorse you in these areas.

All your connections need to do is click on the ‘+’ sign displayed next to each of your skills.

Post frequent high quality updates –

As part of your overall social media marketing strategy, status updates should be posted as often as possible. I recommend 2 or 3 updates per day.

High quality updates should interest your connections and encourage them to engage with your posts.

Posts should – use emotive headlines, ask questions, include images and video and help to drive traffic to your website or blog.

Keep an eye on who’s viewing your profile –

On LinkedIn it’s very easy to see who has been viewing your profile.

If you frequently update your profile, then existing connections will have reason to check back to view your progress and share your success.

If ‘new’ people are checking out your profile, then it might be a good idea to invite these people to become connections?

Join in (and start) relevant groups –

LinkedIn Groups are a great way to make new connections whilst keeping up with relevant business and industry trends.

Groups on LinkedIn are private, so you’ll need to ask permission to join.

Starting your own group is a great way to increase your own personal reputation as a leader or influencer in your particular area of business.

Consider using a social media management tool –

If you’re existing social media marketing strategy means you’re active on more than one social media channel, then a management tool should be considered.

Management tools offer a more efficient way to schedule and automate the sharing of content over multiple social media channels.

Buffer and Sprout Social are good options. I like to use Hootsuite to share and manage social media content.

You can manage Facebook, Twitter, Instagram, LinkedIn, and Google+ accounts from Hootsuite. There’s 3 subscription models – free, professional and enterprise.

The Secrets of Social Media Marketing Strategy

Help with marketing – The Secrets of Social Media Marketing Strategy. Click here to find out more.

As new social media channels emerge, LinkedIn is often forgotten about. Are you using LinkedIn to it’s full potential in your social media marketing strategy?

How to do great marketing and win more customers

Download my FREE workbook – How to do great marketing and win more customers.

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