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June Mid-Month Update

There have already been some interesting updates to Facebook this month, here’s a recap of what’s new….


Customer Feedback

Facebook has launched a new feature today which will allow customers to give feedback on their purchase inside the Facebook app.  They may receive notifications to leave feedback or see it below your page posts if they’ve previously purchased.

A Facebook Newsroom update says “We spoke with people who have purchased things from Facebook advertisers, and the two biggest frustrations we heard were that people don’t like ads that quote inaccurate shipping times or that misrepresent products. We’re taking steps to try and identify these and other common frustrations with a new tool launching globally today.”

Customer Feedback
Facebook Memories

Do you get that warm fuzzy feeling when you see a Facebook ‘on this day’ post, or a Happy Friendversary video?  Well maybe not, but if you do you’ll be excited to know Facebook Memories is now live!

Every day more than 90 million people use On This Day to reminisce about these moments they’ve shared on Facebook, now you can find all of those special moments in a Memories section on the Facebook app.

Facebook Memories

Music Copyright Fix

If you’ve ever tried to publish a video innocently and been banished to the copyright gods, you’ll love this update.  Finally we can post videos that contain music, as Facebook has partnered with music companies around the world. 

If you’re still struggling to share those holiday memories and wedding moments, hold tight!  Facebook said “We’re testing this in several markets now and look forward to making it available more broadly soon.”

Music

Lip Sync Live

If you’ve ever tried teen-sensation musical.ly, Facebook’s new Lip Sync Live offering is a similar update in their quest to bring back a younger audience to the platform.  Whether “Welcome to The Jungle” by Guns N’ Roses or “Havana” by Camila Cabello is your jam, go live and lip sync along like the star that you are (pass the gin).

So why are music artists suddenly and so generously allowing their tunes to be used?  Well according to Facebook Newsroom “When broadcasting with Lip Sync Live, friends will see the artist and song highlighted on the video and can tap to follow the artist on Facebook.”

Lip Sync Live
Facebook Fundraisers

Facebook is an amazing tool for sharing special causes with others and getting donations online.  The Facebook Fundraisers tool has 2 new updates this month, firstly it is expanding to pages, so Brand and Public Figure pages can now fundraise for non-profit causes.

You can also now add organisers to help with the cause, inviting friends to manage a fundraiser with you and to expand the network of supporters to their following.

Goodbye Trending


Did anyone ever use it?  Maybe, but not enough to keep it going clearly.  Facebook is ditching the ‘Trending’ box from your newsfeed, here’s what they had to say on the decision: “We’ve seen that the way people consume news on Facebook is changing to be primarily on mobile and increasingly through news video.“  Well, we can’t argue with that!

Consider yourself updated!  Follow our Facebook Group here so you don’t miss any updates
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The Power of Influencer Marketing

Influencer marketing is a real phenomenon that is on the rise, and will become a staple of marketing strategies in the coming years.

In the age of social, we’re more in touch with celebrities, bloggers and thought leaders on a daily basis than ever before, following them on Instagram, Snapchat and other social platforms.  We can see their life in real time, we know what they had for dinner, the parties they are at and peek at their holiday snaps.

In the same way TripAdvisor reviews have always worked to influence purchase decisions, we trust the views of real people.  Some of the biggest influencers have millions of followers, and they’re all poised to purchase the latest ‘must have’ item that is recommended to them.  If Jennifer Aniston finally spills on the conditioner she uses, I’m bulk buying.

The influencer has already built trust with their audience, and you can leverage this for your business:  

1. Start With Research
You can just do a good ol’ search in Instagram to find influencers who would be a good match for your business.  You can also use sites like Hypr to find the best fit for you, but make sure you check the accounts are genuine and trustworthy.

It’s not hard for someone to build a fake following, so it’s something to watch for when approaching influencers.  There are various tools you can use to check for spikes in user growth and low engagement rates which flags the account as fake – drop us a message if you need help with this.

2. Get in Touch With Them
Once you have your list of influencers, try emailing them on the contact info in their Instagram bio.  Some will have contact details for their agents, but if you don’t hear back within a couple of days, try a DM on Instagram that cuts straight to the point so it isn’t missed.  Sending something like ‘do you sell shoutouts’ should do it – this way it will stand out in the message previews.

3. Negotiate a Price
Sometimes influencers aren’t willing to negotiate on the price, however, try to squeeze as much as you can out of the deal.  For example you could negotiate a post, an Instagram story feature and a bio link for a set amount of time.  Make sure you get that bio link if you can, as you can’t add a link to a post shoutout, you’ll only get a tag to your page. 

All influencers have a different pricing structure, so make sure you contact a few in your niche before you settle on a deal.  Some will have a higher value to your business than others, only you can be the judge of this.  Also don’t be afraid to ask smaller influencers for free shoutouts – you could offer something in return, for example a share to your pages.

4. The Campaign
Make sure you really think about your audience’s expectations and the path they will follow after seeing the influencer’s ad.  For example, if they are promoting a weekend sale, make sure you keep that urgency on the sale page you link to with a countdown clock.

Also, have Facebook/Instagram remarketing ads in place to keep the momentum going once they’ve clicked through.  It’s also worth having some related Adwords keywords running, as people may Google to find you in the days around the campaign.  Offer a great deal where you can, for example free shipping – get them to purchase once, and you’ll make the shipping cost back on future purchases.

Video is a great format for influencer marketing.  If you can get the influencer on screen with your product, it can go viral.  You can also (with their permission) share that content to your own pages to further increase credibility.  One of the biggest influencers in the UK on Instagram at present is Gemma Collins from The Only Way is Essex – take a look at her feed for examples of collaborations with Boohoo and Boombod, plus many more! 💰💰💰

The power of celebrity brand backing may be seen as a big expense, but it can have a huge impact on your business.  If you have any doubt in the power they have, Kim Kardashian has helped a woman get released from prison this week with a campaign that started as a simple shared Tweet!!  Appeals were previously rejected in the White House and have dragged on for years, but Kim’s involvement has really demonstrated how much clout influencers can have.

The barriers between influencers and their followers are lower than ever – find the right one to help promote your business and the results can be phenomenal.

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Build Your Own FREE Chatbot in 10 Minutes!

With over 1.3 BILLION users on Facebook Messenger, it’s no wonder chatbots are SO hot right now.

You can use chatbots to build relationships with your existing customers, handle queries automatically, even sell to a new audience – all without any technical experience!

And if you’re not already convinced…

80% of adults and 91% of teens use messaging apps every day

53% of people are more likely to shop with a business they can message

56% of people would rather message than call customer service


Creating your own chatbot is not as tough as you may think.  You don’t need to spend thousands on development, there are some great apps that make it simple for you, and some are free!

We love ManyChat as it’s so easy to use…and it’s free.  It has a really simple drag and drop interface, so you can add images, videos, text and more in seconds.  There are many other options you can check out including ChatFuel, but ManyChat is one of the most popular because it’s so easy to use.

Another great thing is you can integrate it with your website.  You’ll notice on the Marketing4Everyone.com site, we have a messenger widget in the bottom corner (feel free to send a test message to see how it works!)

Most of our enquiries happen overnight, when people have time to get in touch, but we’re not available to chat.  The great thing about having the bot in place is that it ‘speaks’ to the customer on your behalf, asking questions and responding to answers based on how you’ve set the bot up.

The response rates are great too as it’s so fast – here is an example with a 48% click rate from the ‘thanks for sending a message’ rate alone.  Thank you emails get nowhere near this response rate in comparison.

Chatbot Response Rate

So how does it work?

The best thing to do is to map out on paper what end result you want to achieve, and the different paths to get there.

As an example, when people message Marketing4Everyone, they will usually be looking for advice to then manage ads themselves, so our free tutorials will appeal to them, or they’ll be enquiring about us managing their ads, so our free strategy call would work better.  Our chatbot flow then asks them various questions to match them to the 2 different services, and automatically responds to each answer they give instantly.

Chatbot Flow
The tool makes it really easy to add different elements into the chat flow – we like to add videos too (as you can see above that got a 70% click-through rate!)

The conversation doesn’t stop there either.  You can drop people into different ‘sequences’, setting up automated messages that send every few days to keep the conversation going.  Your chatbot is doing all the hard work for you, following up on leads and keeping that credibility building as more automated messages are sent each week.

Why is a chatbot better than email marketing?  Well how many messenger notifications do you leave unread?  The open rate is HUGE!  Email in comparison can be 10% opened, and then only 20% of those going on to click.

If you’d like help building a chatbot, syncing it with your website, or anything else, click here to request a callback (or why not use our messenger chat on the right) 😉

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Coffee Break Guides Day 3: The Audience

So far in the Coffee Break Guides, we’ve covered the pixel and the landing page, now it’s time to look at the ads themselves.

Facebook offers a huge range of audience targeting options, and you can overlay them to create ‘super audiences’ to get super-geeky….

The Audience

1. Core Audiences

This is all the stuff you’d expect to be able to audience target on, including demographics and location, but also interests and behaviours.  Demographic targeting is useful if you only want to target males for stag weekends for example, or over 50’s for 50+ holidays.

Location targeting is handy if you have a takeaway service only operating in a 3km radius of your restaurant – you can drop a pin and select people within a certain radius, or just select certain cities and countries.

Interest and behaviour targeting is super-handy to start to shape your audience.  We find it works very well for the hair and beauty industry.  If people are showing interest in lash extensions, and their behaviour matches those happy to spend money online, we know we can get great sales for an e-commerce store selling false lashes.


HOT TIP:
Use the Google keyword tool or similar to research ideas for targeting, then search these keywords in the Facebook interests box.

 

2. Custom Audiences

This is where it gets interesting.  Do you have a list of email address of customers who’ve shown interest in your business?  Perhaps service leads or previous purchasers?  You can load this data into Facebook, and it will match that data to Facebook users.  2.2 BILLION people worldwide use Facebook, chances are your previous customers do!

People who’ve previously used your services are 5 times more likely to purchase again, so make the most of that and retarget them with ads.  If you’ve been talking to someone about your services and they didn’t go ahead, this is a great opportunity to soft-sell to them, by appearing in their Facebook feed.  This will reinforce your credibility and keep you in their minds.

Custom Audience

You can also retarget ads to people who have visited your website and set a window for this, for example, just showing ads to visitors in the last 7 days.  You can also target ads to people that have visited certain pages, or who have got to a certain stage of your booking flow.

This works very well with people who initiated checkout or added something to the basket.  It’s like sending an abandoned cart email, except instead of a measly 10% email open rate, you’re right there in their newsfeed with an incentive to come back and purchase!

Have an app?  You can also use custom audiences to target ads to them, encouraging them to come back and use the app.  This works very well for takeaway companies – show them a steaming pizza with cheese drooling down the side at 6pm on a Friday, and your app opens to order will be on fire!

3. Lookalike Audiences

So you have all this great data on who is visiting your website, engaging with your Facebook page, purchasing from your business and so on – now you can find people just like them!

The click-through rate for a lookalike audience can be a whopping 48% higher than on an interest-based ad – Facebook is pretty good at finding people just like your existing customer base.

Lookalike Audiences

You can create lookalike audiences based on any of your custom audience data, including those purchasers and leads you have info about, Facebook page engagers, video views, Instagram and many more.  When setting up the add, click ‘create new’ in custom audience, and have a play around with the options in there.

We’re using this section of the site every day, and notice new options popping up very often.  Make sure you join our Facebook group here to be updated when new options become available.

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READ ALL OF THE COFFEE BREAK GUIDES HERE