The 360 Degree Marketing Group Blog

The Best Facebook Marketing Tools

Posted by Amy Baker on Apr 29, 2014 6:00:00 AM

Before we begin, let's just get this out of the way: nothing compares to genuine interaction. Uploading an actual photo, when creating a personal profile is one of the surest ways to ensure that your profile will get hits. Your Facebook marketing strategy should not only be about brand awareness and recognition is but also getting in touch with people.

Facebook marketing software makes it unnecessary to stay glued to your computer all day. They make it possible to reach a larger audience as most people are active in at least 2 or more social media sites and remove the monotony of posting and reposting the same messages over and over.

Semi automation is the word used when you find yourself overwhelmed by your marketing efforts. There has been a boom in innovation over the past few years. New and better versions of everything are released on an almost daily basis. The cost to manage Facebook is now lower than ever before.

Facebook Marketing and Advertising Tools The 360 Degree Marketing Group

There are thousands of Facebook marketing tools out there to aid you in this endeavor.

But how do you know which one is right for you, your target market and your choice of social network? We have come up with a list of our favourite and free tools to get you started in your semi automation journey.

 

The top rated free Facebook marketing tools are:

  1. Mention is designed as a replacement for Google alerts. It’s a joy to use and is a clean and simple way to modify your settings.
  2. Buffer enables you to share on LinkedIn, Facebook and App.net from one place at set times. Whether you have a link, video, picture or text you can add it to your buffer. It schedules your posts automatically.
  3. Swayy is a platform that consolidates interesting content onto a dashboard so that you can read what’s trending from one spot. It also has a sharing option which allows you to spread this content to your target audience. You can also schedule sharing times across multiple platforms.
  4. Rignite is a relatively new tool that allows you to monitor all social media platforms. The dashboard also incorporates tracking and insights.
  5. If this, then that or better known as IFTTT enables customers to create and share using the statement: if this then that. For example “if someone tags me on facebook, then send me an email’ this combination of a trigger preceded by and action is called a recipe. The service offers triggers and actions for over 56 channels.
  6. Hootsuite is considered the industry leader in automation tools. However it can be too much work if you aren’t an agency. It allows you to use multiple accounts. It also features an auto scheduler based on computed peak times.
  7. Compfight is a tool that helps you with your images. Images are a great way to engage with your audience and compfight is a great tool for finding photos that have a creative commons license. It will even find you appropriate HTML code if you need to attribute your photos.
  8. Sprout Social this Facebook marketing tool provides you with a way to manage your social media efforts as well as grow your presence on social media.  
  9. Woobox helps you create promotions. Create contests, sweepstakes and coupons on this tool and increase your sales.

It is imperative that you practice using these tools before you schedule and draft your posts. One wrong button could mean that a weeks’ worth of posts get posted in a single day. Get used to the platform first. Next you can set regular intervals to send your posts at and keep your online profile engaging and active without necessarily checking in all the time.

Social Media Marketing Tools The 360 Degree Marketing Group

Check the comments and engage your followers whenever you can.

Your followers are probably on the same networks as you are so please try not to send the exact content to every social media network you are on. Personalising all your posts is important. Facebook allows longer posts and therefore you can provide more detailed explanations. On the other hand you can use Google+ to share images then share a related eBook on Linkedin.

We cannot be in two places at once. Semi automation helps you to free up your time and engage in other activities while at the same time keeping you up to date and in touch with your social media networks.

 

For just one example of how we can help you with your Facebook marketing, take a read through one of our case studies by clicking the link below:

The 360 Degree Marketing Group Facebook Competition Case Study For Business Owners

Topics: Facebook Marketing Tools, The Cost to Manage Facebook, Facebook Marketing, Facebook advertising

How To Create A Facebook Marketing Plan

Posted by Amy Baker on Apr 25, 2014 6:00:00 AM

The only way to run a successful business is to have a game plan; a solid strategy. It is rare to find a business that has made a conscious choice to not develop a strategy. For the most part, misconceptions and lack of foresight are the reasons businesses do not get strategic.

Some common marketing misconceptions include:

  1. A marketing plan is only for big business. It is true that large organisations require more strategising than small businesses, but this does not mean that a small business will not reap great rewards by planning their online marketing strategies. A big business will also be better able to use its resources to develop such strategies, but small companies also need to map out their strategies so as to determine a roadmap for success. This is invaluable information that should never be overlooked.
  2. My business is data driven and therefore it does not need a plan. Small businesses have the ability to be flexible and respond to changing environments very quickly, but flexibility is no excuse for changing directions whenever the wind blows. Opportunities that arise can be measured against your plan in order to determine whether it is profitable to change course, or ride the tide till things settle down.
  3. I have limited time as it is. Are you sure it’s impossible to find some extra time to chart your future? If this can't be made a priority, then I hate to say it, but it probably isn’t a good idea to be in business in the first place.

Digital Marketing Plan

The key benefits of a Facebook marketing strategy to your business

It makes sense.

When developing a strategy, you map out all the factors that could affect your ability to operate effectively and decide what your priorities are.

It enables better decision making.

As you have determined what factors are likely to affect your Facebook marketing plan, it will be easier to make decisions when faced with challenges. This is much easier to do when you have a clear objective, budget and time scale.

It integrates long term planning with short term goals.

Ideally, a marketing plan should run for an extended period of time. You should be prepared to make changes during the life cycle of your ads so as to attain the goals you set yourself.  Having a plan gives you something to aim for.

 

Facebook Marketing techniques that will ensure your success

Specify your mission

Your mission will explain what you’re all about and why your company exists. Explain your motivation; how is your business fulfilling a desire, or are you solving people’s problems?

Use the 6 C’s to realise Facebook success
  1. Clarity: make it clear what your offer is.  
  2. Content: share stories that are of interest to your audience.
  3. Connect: create a relationship. Listen to what your audience is saying and tailor your products or services to their needs.
  4. Campaign: use Facebook promotion tools
  5. Convert: you should not just build a community, but work to convert those leads into actual sales.
  6. Culture: your page is a reflection of who you are, and what your company is. Manage your community, respond promptly and be mindful of the type of content you share.
Facebook Marketing Strategy or Plan The 360 Degree Marketing Group
Use shareable content

Keep content short, varied and respond to comments. Ask questions and make things fun for your audience to ensure that they keep coming back to your page.

Don’t be afraid to Experiment, and then track your results

There is no universal Facebook marketing plan template for all businesses. Each business has unique needs and finding the most suitable way to fill these needs will take some trial and error. Vary the times, type and frequency of your posts to find what is optimal for you and your selected demographic.

Learn

Fan pages of big brands are a great place to learn what works and what doesn’t. Study the ads, calls to action and the type of content they share to get an understanding of how the big boys play.

When marketing on Facebook, the goal should not be to be a professional at Facebook, but to be good at business because of the opportunities that Facebook provides. A well thought out strategy is the first step to achieving this. It takes time to see results but if you stick to the plan, results are all but guaranteed. 

 

For more information on how you can best use Facebook to leverage business, download your free copy of our ebook 'How to turn Facebook Fans into Paying Customers' by clicking the link below:

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: Facebook Marketing Strategy, Facebook Marketing Plan, Facebook Advertising for Business

Facebook Advertising Examples For Your Business

Posted by Amy Baker on Apr 22, 2014 6:00:00 AM

The opportunity to appeal to an audience of more than 800 million people using one platform comes in the form of Facebook advertisements.

The fact that Facebook ads are still considered a new phenomenon means that not everyone knows how to fully unlock and exploit the potential of this social network. After reading this, however, you will be one of the lucky few who do!

 

Overview of Facebook Ads

Google adwords is a familiar advertising platform for most marketers and are the source of the bulk of Google’s revenue. This advertising platform provides specified slots to advertisers in search results pages making it difficult to distinguish between an organic result and these advertisements. Good results on SERPS mean a higher click rate for sites, which in turn means more revenue for the businesses. Facebook utilises Ads in a similar way.

Facebook Advertising Examples The 360 Degree Marketing Group

Put simply, there are two types of Facebook Ads:

  1. Send a user to your Facebook page
  2. Send a user to an external website

Facebook runs “premium Ads” which are placed in the highest traffic areas of the social network, including profile pages. There is also the option of running a “market place ad” which is a cheaper way to advertise on Facebook. There are four types of Marketplace ads

  1. Like ads
  2. Event ads
  3. Standard ads
  4. Application ads
 

Creating an ad on Facebook

  1. Use an existing creative and make adjustments suited to your preferences
  2. Input a URL, this can be for an external site, or a fan page
  3. Input a title for your Ad, Marketplace ads have a maximum of 25 characters
  4. Input text in the body of your ad, this is a maximum of 90 characters for marketplace ads
  5. Attach an image which will be automatically scaled
  6. Choose the parameters of your Ad. Facebook does not allow for a worldwide ad, but you can choose Country, state or City. You can also target a specific zip code or age, gender, connections or interest.
  7. You can specify different names for different campaigns and run different ads for each campaign.
  8. Set a budget. If you set a time limit, Facebook will spend the allocated budget in the defined time frame.

Your ad will not show up immediately but will be sent for review first, so be patient. This process can take up to a few hours, but usually less.

 

Facebook advertisement examples

 An effective ad contains 3 characteristics

  1. A simple call to action
  2. The ability to stop you in your tracks
  3. A proposition worthy of a click

 

For example:

PosiRank

The call to action of this ad “Stop Reselling Crappy SEO” played on fear. Negative word usage gave this ad the stopping power necessary to get the user to take a closer look at what was being advertised. When used correctly, this is a great way to get people to notice. Though, this ad did not have a value proposition; instead it aimed to sell a product.

 

Scribd

This ad’s call to action, “See why Wired Magazine calls Scribd the “Netflix for books” was a great crowd puller and gave the average user a reason to stop. The ad also featured a child hidden under covers and the phrase “never stop reading” which gave the user a sense of nostalgia. How many times did you hide under your covers with only a torch for light because it was bedtime and you couldn’t put your story book down? The ad also provided value in its proposition, “a month of free service!” who doesn’t like free stuff?

Facebook Advertising

 

CognitiveSEO

This ad’s call to action was too long: “fresh and unique case study of a Google penalty recovery using the Google disavow tool” you get tired reading the first few lines without even knowing what the ad is about. Changing this to, “Penalized by Google?” makes a better read. This ad did have something going for it though, stopping power; the mean looking red eyed penguin in their creative did catch your attention. Its value proposition, “the case study” is also an awesome way to learn what the “experts recommend”.

 

When choosing which type of Facebook ad to run, it is vital to keep the above characteristics in mind. As highlighted, keep things simple and straight to the point. Provide the user with a useful tool, or solution to their problems, and you’re guaranteed a return on your advertising investment. 

For more information on how you can better utilize Facebook advertisements, download your free copy of our ebook 'How to Turn Facebook Fans into Paying Customers' by clicking the link below:

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: Facebook Advertising Examples, How to use Facebook Advertisements, Successful Facebook Marketing, Facebook advertising, Facebook Marketing Examples, How to Create a Facebook Ad

How Much Does It Cost To Advertise On Facebook?

Posted by Amy Baker on Apr 18, 2014 6:00:00 AM

If you specialise in a unique niche, your budget will much lower.

If this niche is unpopular with your audience it will be higher. This however, should not be taken to mean that it is impossible for small businesses dealing in common products, with small budgets to advertise on this social network.

In reality, Facebook advertising costs should not be seen as “costs” at all, but rather as an investment in the growth of your business. The actual price of an advertisement on Facebook varies greatly and depends on how many competitors are targeting the same demographic.

Before setting up your budget, it is important to understand how advertising on Facebook works.

Price of Facebook Advertising and Cost of Facebook Marketing

Facebook Advertisements' Cost Models

There are two ways in which Facebook price their advertisements:

  • Cost per click (CPC) is a model in which you pay for every click on your advertisements
  • Cost per impression (CPC) is a model in which you pay for every thousand people who see your advertisement.

As mentioned earlier, the more businesses competing for a certain demographic, the higher the cost of running an ad, but in general, CPM is a cheaper option, though you will receive fewer clicks. CPC will provide you with a higher click through rate, but is more expensive.

The savvy businessman will test both models and see which one works best for their business.

 

Facebook Advertisement Prices And Click Through Rates

The click through rate, the rate at which your ads convert into leads, is another factor in determining the cost of ads on Facebook. The higher your click through rate, the higher Facebook ranks your ad in terms of quality, and the better your ad quality, the better your chances of winning at ad bidding auctions. Auctions determine not only the price of an ad, but also which ads are given priority.

Facebook utilises an algorithm to determine the quality of each ad. Chances are if your quality score is low, you will lose in the auctions.

Price of a Facebook Ad Social Media Marketing

 

Optimise Your Ad Campaigns On Facebook

Not only does Facebook score you against other advertisements, but also checks the quality of your own ads against each other, thereby optimising them. When you first put up an ad campaign on Facebook, they all get the same exposure but eventually Facebook will identify those that have a high conversion rate and run those to maximise your exposure.

 

How To Cut Your Facebook Advertising Costs

The fact that Facebook automatically optimises your ads is a good thing when you’re trying to increase your conversion rates. However, this practice may prove to be counterproductive. The reason for this is that an advertising campaign usually features different ads, targeting different demographics and not every ad will receive the same amount of traffic. In this case, it would be better for a business to create many campaigns, with few ads, which will force Facebook to run all the Facebook ads for a while, before giving them a quality score.

When you create an advertisement, Facebook will send you an estimated maximum bid. This amount is based on the amount of money that other advertisers are willing to pay per click for their ads. You can set your own maximum bid price manually if the average cost per click is high compared to the max bid. However, if you lower your bid price too much, you will most definitely lose out in the auctions and none of your ads will get any impressions. Ensure that you carefully monitor your campaigns to prevent this from happening.

 

The cost of ads on Facebook is not set in stone but is dictated by the bids.

Generally speaking, Facebook ads cost much less than Google ads and offer businesses a great return on their investment. They are also a great way to build an engaged community of loyal fans and to spread the word regarding the products and services you offer.

Facebook provides an informative help page specifically geared to help marketers get the most out of using the social network in their marketing strategy. It also provides important data such as the number of conversions on your fan page, as well as monitoring traffic and other vital statistics key to determining the best use of your advertising budget. 

 

Are you looking for Facebook advertising ideas, suggestions, and examples?

For more information regarding how you can run a successful Facebook campaign, simply download our free case study by clicking the link below:

 

The 360 Degree Marketing Group Facebook Competition Case Study For Business Owners

Topics: Cost of Facebook Advertising, cost of Facebook marketing, Marketing On Facebook, Price of Facebook Advertising, Facebook Advertisements, Facebook Campaign

Print Or Digital Newspaper Advertising: How Should You Choose?

Posted by Amy Baker on Apr 15, 2014 6:00:00 AM

Like most everything else, newspaper advertising seems to be increasingly going down the digital route. For the past few years, major newspaper publishers in Australia and all over the world have been speaking out against the alarming loss of print advertising revenue as businesses choose to follow the digital trend.

Internet advertising revenue in Australia is growing by leaps and bounds, even exceeding ad expenditures for other media like TV and newspapers. But just because everyone else is doing it doesn’t mean that you should; before you decide how to spend your business’ advertising budget, it’s important to understand the different benefits or weaknesses of print versus digital newspapers.

Print Or Digital Newspaper Advertising

Is print newspaper better or worse than digital? Aren’t they basically the same?

Print newspapers have long been part of the leisurely morning routine. Before tablets and smartphones invaded our lives, people made time to read the newspaper over breakfast, even if it was only to browse through the headlines and their favourite sections before they went off to work. Newspapers were crucial sources of timely and relevant information and they were read mostly by those who had spending power. It was not (and still isn’t) easy to establish a significant newspaper readership; therefore, in order to survive, newspaper publishers had to make sure that they were offering something of value to keep their readers buying their issues day by day.

Digital newspapers, on the other hand, feed into the contemporary demand for convenience and mobility. Digital newspapers are digested on the fly, in those spare moments while you were in line at the coffee shop or while waiting out a particularly nasty traffic jam. Digital newspapers used to be perceived as inferior versions of their print counterparts, especially before anyone figured out how to monetize this platform. However, many can now be considered as worthy contenders for the more traditional print especially since many are also being published by the same major print newspaper outfits.

 

Print circulation versus digital views

In the case of print ads, it’s all about circulation. The number of readers that you ad eventually reaches depends on how circulated the newspaper is. And even then, you can’t be sure of making an impact, because well-read publications simply have a wide audience and not every one of them will be your target market.

Digital ads, on the other hand, are admirably equipped for selective exposure, so you can really make the most of ad campaign impact for every dollar spent. Thanks to user algorithms, a business advertiser has greater control over who sees the ad, so you end up wasting less money on advertising to people who have no interest in what you are offering. Interactivity and prolonged engagement is also a major advantage here: a digital banner ad can draw the user in and lead him to click on your website, which can lead to browsing page after page. If the user likes what he sees (and if he has a perceived legitimate need for what you can provide), then you’ve got a sale—just like that.

And it’s not just the big brands who can afford to advertise digitally; unlike print advertising which has flat-fee rates, digital advertising costs tend to be more flexible.

 Print or Digital Newspaper Advertising

Does that mean digital is always better, all of the time?

On the face of it, there seems to be an overwhelming argument in favour of digital advertising. Surprisingly however, despite the growing popularity of digital ads, it would seem that contemporary consumers are still highly influenced by print advertising. Last year, the Australia Post conducted a survey of over 9,500 Australians to determine how advertising channels influence their purchase decisions and it was revealed that the top five channels considered most effective are still “traditional media”; press advertising took the #3 spot, trumping online display advertising which stood at #9. Apparently, the physical element offered by print media is still well-received by customers.

A lot of it has to do with how print newspapers still maintain a high level of editorial vigour: because of the limits of space (which digital papers don’t have to worry about), print editors are forced to put more editorial thought into content. Print is also more permanent than webpages too, so there’s less room for mistakes, prompting writers to focus on information delivery and quality writing. This subconscious perception of superior content also translates to ads; it’s no accident that newspaper ads just feel more “credible”.

 

Let your audience decide:

Perhaps instead of asking the question ‘Is it better to advertise in print newspapers or digital?’ what you should be considering is ‘Should I advertise in print newspapers or online newspapers?’ Identify your target market and what they read; does the get-up-and-go lifestyle of digital publications appeal more to them or do they still prefer the steady comfort of an actual broadsheet? Also ask yourself what you need to accomplish through your ad campaigns: it is to spread the word about who you are, what you can offer? Is it to encourage potential leads to contact you?

 

On a superficial level, it would seem that digital newspapers offer everything that their printed counterparts do, down to the overall look and feel of the news brand. Tablets and smartphones have been admirably adapted to reading digital news, and flipping through the different pages is no longer as unwieldy as it used to be. Surveys of digital newspaper readers revealed that they experienced the same level of pleasure and engagement with e-papers and they had with print. But despite similarities in experience, the fact is that print and digital media advertising serve different purposes for the business owner because they reach out to different demographic groups. While there may be quite a lot of overlap since many consumers read both print and digital newspapers, each version reaches unique segments of the population in a way that the other doesn’t.

 

To discuss which platform will work better for you, get in contact with The 360 Degree Marketing Group today. Simply visit: http://www.360degreemarketing.com.au/contact-us/ or call us on: +61 (2) 8302 4200

 

For information on how you can measure the success of your marketing campaign, and how to tie advertising spend back to sales - check out our latest ebook on Closed-Loop Marketing by clicking the link below:

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: digital versus print advertising, newspaper advertising

Controversial Marketing: The Key To Success Or Failure?

Posted by Amy Baker on Apr 11, 2014 6:00:00 AM

Advertisements are meant to be memorable.

They are meant to evoke a feeling or touch a nerve. Some perfectly reflect a cultural zeitgeist, like Dos Equis, Apple’s “1984” commercial, while others remain in their audience’s consciousness for all the wrong reasons. Some companies intentionally use shock value in their advertising while others just create strange advertising then get caught by surprise when the public is offended at their obvious bad taste.

The French are arguably the best when it comes to controversial marketing. For example, the French agency BDDP & Fils created an advertisement for the non-smokers rights association. Nothing sells like sex and this ad had images of oral sex with the sentiment being, “if you let your children smoke, its child abuse”. The imagery of the ad was the shock factor here, and the ad received complaints; lots of them. It is still being talked about today though! 

Air New Zealand also used this type of marketing recently in one of their ads. The airline’s real employees were shown walking around the airport “dressed” in body paint. The ad, “Nothing to hide” has won the Grand prix award this year.

Air New Zealand: Controversial Marketing

Advertising is a part of everyday life

Step outside and you are guaranteed to see a number of advertisements. For the most part, their purpose is to influence purchasing decisions. The ad will show the product or service being offered as well as point out some benefits to the consumer. Its success will be measured by any increase in sales.

Along with these traditional ads, some companies strive to be more “original” or inventive than their competition. A series of ads run by United colours of Benetton raised brand awareness and increased its revenue by more than 100%. The ads were based on taboos and featured such scenes as a white child being breast fed by a black woman, and a nun and priest kissing, as well as identical hearts labelled white black and yellow.  None of Benetton’s advertising featured pictures of the products they were selling. Rather than sweaters, the ads showed environmental disasters, AIDS, war and even racism.

The debates and discussions these ads caused, with the obvious message behind them being “the united” colours, became a metaphor for people’s skin tones.  Benetton was condemned for using serious global issues to sell products, but at the same time praised for raising awareness on social issues affecting us all. The campaign was a success, even though it did cause some furore. Their advertisements have been banned in a number of countries. 

 

Weird marketing methods used in the world of advertising

When it comes to public service campaigns, shock is almost a requirement and shows that controversial marketing methods can work. The best and most well known example of this is the requirement that cigarette companies display images of the dangers of smoking on the packets. When brands do something completely different from the norm, it can be shocking, but does shocking the public really equate to doing good?

The dangers of drunk driving are usually depicted through horrific car accidents. Is it possible for these ads to work, without damaging a company’s reputation? Or is the real risk not being seen?

 

Marketing failures

The most shocking of these, an ad by Gelato Italiano ice-cream was recently banned in the UK. It was a bus side ad that showed a priest and nun about to kiss with the words “there probably is no God, so stop worrying”.

A stupid shock ad was created by P&G for its Tampax brand that showed a boy who turns into a girl then gets his period. You have to watch it to see how it ends.

The funniest shock ad ever created was done by Burger King for the seven incher sandwich that will “blow your mind away”. The girl in the ad got more attention than the sandwich ever did.

These ads did get people to pay attention, but they also managed to undermine the company’s reputations in the eyes of their audience.

What may be creative and imaginative to some, may be viewed as offensive to others. Ultimately, your audience and the type of message you are trying to send should determine whether or not controversial marketing methods will work for your brand.

 

The 360 Degree Marketing Group offer a range of marketing services. Whether you want to create a controversial or timid campaign; we can make sure it is effective. 

The 360 Degree Marketing Group Email Marketing Ebook For Business Owners

Topics: email marketing, controversial marketing

Does Print Advertising Really Work?

Posted by Amy Baker on Apr 8, 2014 6:00:00 AM

Print advertising is not as popular in the age of digital marketing as it used to be, but it is still a very important promotion tool.


Does print advertising really still work in the internet age?

Despite the fact that using print as an advertising medium is considerably more expensive than digital advertising, there are a number of benefits to businesses that appear in magazines or newspapers.

The first and most important is that the world of print is actually a much less competitive environment in today’s age. Print adverts convey a level of professionalism that you cannot attain online. With just a little time and know-how, anyone can advertise online, whereas the high advertising costs of print makes people view the businesses that use this medium more favourably.

Print also targets a specific audience, those with actual buying power. In the case of magazines, you are promoting your business to people interested enough in a topic to purchase material concerning it. 

 

Newspaper print advertising

What makes a good print ad?

The effectiveness of print advertising is dependent on a few critical elements:

  1. The ad connects to the reader right from the headline

  2. The ad is memorable

  3. It provides clear information quickly

  4. It isn’t confusing

  5. It has a clear call to action

  6. It leverages the medium it uses and provides the audience with something out of the ordinary.


How to use print advertising effectively and to your advantage:

  • Make your advertisements specific.

Cliché phrases such as “delivering great service” or “we offer low prices” don’t work anymore. Customers want to know exactly what you’re offering. Use specifics so as to boost your ads responses. Instead of saying “delivering great service” you should say something like “rated 9 out of 10 stars in customer satisfaction”.

  • Use print advertising to generate a buzz before you launch a product.

This is a great way to test the market and figure out what kind of a response you will receive. Pre-sold clients will create a stream of cash flow as soon as your products hit the shelf.

  • Negotiate your rates.

When advertising for the first time, you can argue that a reduced rate will prove to be an incentive when launching other campaigns. Frequent advertisers can request for specific sections and days to run their ads so as to improve visibility. Most publications will oblige rather than lose your business.

  • Target your local neighborhood.

There is no point in advertising miles away when you’re sure that your customers won’t drive across town to visit your shop.

For more information regarding getting the most out of print advertising, check out our post going into even more detail.

 

How to make print advertising work for your business:

  • Plan ahead

Planning ahead is crucial in print marketing. You have to figure out what you hope to achieve and then figure out the best way to achieve this. Advertisements are meant to be memorable and make your audience want to know more. The point is to make your name pop the next time they walk into a store. You should also provide the consumer with a way to get in touch such as a website or a phone number.

  • Repeat

Print advertisements are all about repetition. This is the reason why the same ad runs over and over again on television. By making your audience see the same images over and over again, those images are ingrained in the viewers mind.

 

Factors to consider before advertising using print to advertise:

  1. What are your expectations?

  2. Have you advertised using print before and if so, how recently?

  3. Will your audience see the advertisements?

  4. Are you ready and willing to negotiate?

  5. What is the “shelf life” of your publication?

  6. How will you measure the results of your advertising?

  7. How important is the exposure that the advertisement will bring and your business

  8. Is your business equipped to handle such exposure?

  9. What other marketing strategies do you have?

Ensure that you dedicate the bulk of your budget to tied and tested methods that work. Determine the best avenue to channel your advertising budget and then do so. Remember that it isn’t a good idea to put all your eggs in one basket. Spread the word as much as possible so as to reach as many people as possible.

 

Once you have booked your print campaign, it is important to explore a variety of different straties to grow your potential customer base. If looking to get involved in social media, check out the free copy of our ebook below.

Topics: newspaper advertising, print advertising, print advertising sydney

Can You Measure Facebook Marketing Success?

Posted by Amy Baker on Apr 4, 2014 7:00:00 AM

Social media marketing (SMM) used to be considered as a supplementary strategy for driving sales and customer engagement for big brands. As early as a couple of years ago, platforms like Facebook and Twitter were mostly used simply because they were free and easy to implement. It’s a whole new ballgame though; these days, the SMM arena has become very competitive—and profitable.

 

The beauty of Facebook marketing is that it’s smart, efficient, dynamic and mostly intuitive. 

One minute you are just scrolling through your news feed and the next, you just find yourself clicking one what seems to be an interesting video or image. Facebook’s user algorithms can be uncanny in terms of predicting interests and demographics—which is hardly surprising given that the entire premise of Facebook rests on the enjoyment of self-disclosure.

The main problem with such an organic form of consumer engagement is that it can be pretty challenging to effectively measure the return of investment (ROI) on Facebook. Somehow, traditional models of attributing responses or revenue doesn’t seem to apply here, despite Facebook’s efforts to report different metrics such as likes, shares, comments, etc. There has been a lot of debate and outrage regarding allegations of fake profile likes and clicks farm tactics through Facebook’s own advertising program that a good number of social media marketers have basically given up trying to measure Facebook advertising success, choosing instead to focus on its potential for customer service and image branding rather than sales.

Measure Facebook Marketing Success

The bottom line is that there are several good reasons why you can’t really measure ROI for Facebook, or for that matter, social media in general:

1. First of all, social media efforts are primarily about establishing an interactive media presence. It’s like a big social gathering where you get the chance to circulate and mingle with potential clients. At a party, you can discreetly hand out business cards and when given a lead, talk about what you can offer but it’s considered crass to start pulling out your inventory at the dinner table. Sure, some small businesses seek to sell products and services right from their Facebook pages, but this marketing model only works for some. The main point of a Facebook presence is typically to build up your company’s reputation and improve brand recall.

2. Despite Facebook metrics such as page insights, reach, likes, comments and shares you can’t exactly calculate the success of your social media engagement using a precise formula, any more than you can precisely measure human behaviour and assign numerical values on perception. Just because a post garnered a lot of likes does not necessarily translate to increased sales. And yet, even without economic benefits, a business neglects Facebook marketing at its own peril. While an active Facebook campaign may not give you an edge over the competition, the absence of one can significantly set you behind.

3. There’s no saying when you will achieve a real connection between you and the target audience. Facebook can be a powerful tool for targeting specific demographics but it offers a lot of options for customizing the user experience. That means that even if you spend money on Facebook advertising, the users still decide whether they will allow themselves to be exposed to your content or not. They can like your page but keep you from showing up on their news feed, just like they can visit your page daily without ever liking or subscribing to your posts. Facebook is also pretty notorious for suspending or even terminating business accounts just because someone reports you for posting anything offensive, a characteristic that is highly subjective in this context since Facebook’s criteria for removable content includes everything from spam to simply ‘I don’t like this photo of me’.

 

So given these limitations, is it reasonable to conclude that Facebook advertising has no value? On the contrary, nothing could be further from the truth.

You see, even if Facebook never generates a single sale for your business (an unlikely scenario that we’ll just entertain for the sake of this argument), it’s an invaluable medium for generating and broadening interest about your company, building an interactive dialogue, and reinforcing your brand. However, there are a few Facebook marketing practices you should know. If nothing else, Facebook can give you a sense of your target market and gives you a point of entry into their community.

 

Do you want to learn more about how you can make a profit using Facebook, increase leads, and direct traffic to your website? Then download your copy of our free ebook: How to Turn Facebook Fans into Paying Customers by clicking the link below.

 

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

Topics: social media marketing, Facebook Marketing, Facebook advertising

An Introduction To HubSpot And Inbound Marketing

Posted by Amy Baker on Apr 1, 2014 7:00:00 AM

Hubspot provides companies with a software platform that takes care of all inbound marketing.

What they have done is essentially taken the old school method of marketing, and thrown it out of the window.

The idea is that this one piece of marketing software can simultaneously look after attracting visits, closing customers and effectively converting all leads. People have grown tired of the constant bombardment of incessant banners and pop ups and as such find them a source of annoyance. HubSpot have made it their mission to think outside the box and innovate new strategies.

Instead of interrupting users, the idea is to attract them. This is done by inbound marketing. Your website must gain viewers on merit and this is done by creating strong and relevant content, optimised for search engines. The utilisation of social media with interesting messages and calls to action, as well as personalised email campaigns and engaging website platforms are the keys to the new generation of online marketing. 

 HubSpot And Inbound Marketing

The creators of HubSpot noticed that trends began to change around 7 or 8 years ago. The sales cycle completely changed, and put the power back in the hands of the customer. This meant that people were deciding for themselves where they wanted to go, and how they wanted to make a purchase. The harder companies try to seek out their optimal clientele, the more elusive they become.

With the HubSpot software you are essentially getting a platform with all the necessary tools and measuring devices to be able to effectively market your business to the masses, without them really knowing that they have been marketed to.

 

The tools that HubSpot offer you:

  • Help with publishing blogs and relevant content. 
  • Tips and information relating to convering visitors into leads
  • Tools to help people find you online via keywords and SEO.
  • Tools that enable you to follow up on leads effectively.
  • Comprehensive analytics that enable you to see how effective your current strategies are.

 HubSpot And Inbound Marketing

HubSpot software allows you to optimize your content, including: your website, blog, social media, email marketing, calls to action, and much more.

Attracting your customers using eBooks and tagged videos, imaginative blog articles, and various content which is relevant and informative to the user is the idea here. Creating the right message and optimising it for search engines, as well as adding value to the client are the objectives to get the attention you deserve.

Converting visitors into leads by actually offering something to them is a core objective, combined with attractive landing pages, with a distinct message once a link has been followed. Making sure there is a call to action once the user arrives at the destination, will engage the visitor and turn them into a potential lead.

HubSpot also helps you gather information on any potential customers so you know what interests them and you can help them with the things they actually want from you.

 

Let’s throw a hypothetical scenario out there to give an example of how HubSpot might work for you:

If we take a head of marketing at a mid-size company that provides solutions to financial institutions, let’s say that the head of marketing is a HubSpot user. As a head of marketing, the user can write blogs via HubSpot, these blogs are very informative and relate to the latest technology solutions that are specific to help with an area of financial services.

Let us now take an MD of an Investment Brokerage that is searching Google for a way to drive productivity in his business. He comes across the blog and finds it extremely useful. The call to action at the end of the blog is clicked on and he goes to the landing page which offers an eBook that will potentially offer the solution for his problem. He submits his email, name and downloads the eBook. The eBook is indeed full of great insights relevant to the next steps he is looking to take.

He then returns to the website, and finds out that the company that the marketing head works for offers solutions for financial operations. Now as much as this may seem quite relevant, our MD is reluctant at this stage to call for outside assistance because as all MD’s do, he thinks he can take care of his problem on his own.

What HubSpot does is personalise emails and content specifically targeted at the MD, he receives perhaps an email every week or two that eventually convinces him to go back on the site. HubSpot notifies our Marketeer that he has re-visited, this means he has now become a lead, contact is made and the business is done. This is how it works. 

 

Over 10,000 companies in 56 countries use HubSpot and all have reported not only increased lead generation and sales, but they have been able to slash their marketing budgets too. It’s pretty much a win win situation.

 

Want to find out more about how Hubspot can work for your business? Get in touch with The 360 Degree Marketing Group by calling: +61 (2) 8302 4200 or visit: http://www.360degreemarketing.com.au/ 

For more information on how some of the tools HubSpot offers could work for you, download your free copy of our own ebook: 'Email Marketing' by clicking on the link below:

The 360 Degree Marketing Group Email Marketing Ebook For Business Owners

Topics: content marketing, email marketing, Inbound Marketing, marketing solutions