Digital Marketing – The Importance of Social Media

Social media and digital marketing are closely intertwined, and social media is going to be one of the key features of any businesses digital marketing strategy. It doesn’t really matter what social media sites you utilise either because they all come with many of the same benefits.

Different sites might lend themselves better to your business but many businesses, especially larger ones will have a presence on multiple platforms. Utilising social media sites effectively isn’t as easy as it may appear but there are a number of great benefits to using them when it comes to setting up your digital marketing strategy.

Below Summon Digital have outlined all the different ways you can utilise social media websites and took an in-depth look at their benefits when it comes to using them to build an effective digital marketing strategy for your business.

A Direct Line of Communication

One of the biggest benefits of getting your business on social media sites is that it gives you a direct line of communication with both your current customers and any potential customers. You can find out more about your audience through social media in a number of ways and by directly communicating with them you can foster a stronger relationship.

Having a direct line of communication might also seem like it a potential negative because if something goes wrong all your followers could easily find out about it. However, this isn’t always a bad thing let’s say you sent the wrong item to a customer and they post a message on your Facebook page and are understandably unhappy about it.

That might sound bad and while it’s not a scenario any business really wants to experience if you handle it correctly you could easily turn it into a positive.

Because you have a direct line of communication with customers you can contact them immediately to offer help and support. Responding to customer complaints in a professional manner is sure to increase brand loyalty and build a more positive image of your businesses brand.

Potential For Building Brand Loyalty

Social media as excellent potential when it comes to building brand loyalty like I mentioned in the first tip because you can directly communicate with your customers and the public at large you can get your brand out there. You can also shake off the old-fashioned somewhat dull image many people have of businesses.

You can make yourself fun and engaging through social media in a number of ways and by doing this you’ll get your content shared more. This can easily help generate more sales and is a great tool when it comes to advertising and increasing brand loyalty.

A number of businesses have already managed to do this, Denny’s Diner the American restaurant chain is a great example of this. It takes a much more quirky approach to its posts and doesn’t always tie them to its products at least not overtly and easily generates thousands of likes per tweet.

It’s Excellent For Generating Sales

Social media sites are excellent for generating sales and leads especially if you have a business that lends its-self to a more visual platform. Fashion retailers, for example, are big hits on sites like Instagram but with some creative thinking almost any business can use social media to generate new sales.

One great tactic to use is to get customers who have already bought your products to share photos on their own social media pages and tag you in. You could easily set-up this as a competition and add incentives like special deals and vouchers for people who do it. This way your products and brand name can be shared with people outside of your connections.

Will Help Increase Your Conversion Rate

Conversion rate optimisation is an important part of ensuring your business grows and social media will help you turn visitors into customers. A flashy website and engaging articles might bring in the hits, but it won’t always turn those visitors into paying customers.

But with social media sites, you can increase your chances of conversion with every post you make! Every time you tweet something or post something on Facebook there is the chance someone will follow the link and buy something from your business. Sure, not every post will do this but by simply engaging with social media you can hugely increase your odds of a successful conversion.

It’s A Powerful Research Tool

Social media is a great way to get to know your audience and knowing your audience is one of the main keys to successful digital marketing. You can utilise a number of different tools to monitor who engages with your social media pages and break things down into a number of different categories.

This could include things like nationality, location, age, gender and much more. It could be as simple as creating a survey and sharing it with your followers to find out more about them. If you’re having trouble getting your followers to actually fill the survey in then you could even offer an incentive like the chance to win money off vouchers. 

Best of All Social Media Is Free

One of the biggest benefits of using social media in your digital marketing campaign is that it’s free! You can sign up to Facebook, Twitter, Instagram, Snapchat and many more social media sites without paying a penny. Of course, it will cost you time to actually run these social media pages, but the effort is worth it.

For smaller businesses, I’d always suggest sticking to just a couple of different sites at first and you can always expand later. Make sure you research the sites carefully before setting up though, you need to be sure the social media site you’re using are actively being used by your target audience.

So, that’s a look at some of the main benefits and advantages of using social media sites in your digital marketing strategy. When you consider everything you can accomplish when you utilise social media can you really afford not to use it when setting up your digital marketing strategy? 

Why social media should be part of your business growth strategy

Imagine that instead of a website your business had a shop, full of great information, interactive displays, competitions and areas people could talk to your staff and.

Now imagine that shop is in a beautiful, easily accessed shopping centre frequented by your target audience – it would be worth a sticking that in your marketing plan wouldn’t you say?!

In reality, that’s social media. The average person spends a staggering 1 hour and 40 minutes in that shopping centre each day and any the ‘friend’ interaction is really just a smart way of Facebook, LinkedIn and other platforms keeping a person’s attention long enough to show them more advertisements or encourage more business interaction.

Social media’s got the potential to significantly impact your brand’s growth – this is how the most successful companies are taking full advantage of the various platforms:

Work out which platform is for you

Before you get moving on exactly how you plan to take full advantage of what social media platforms have to offer you should consider which are the services best suited to you and your brand.

For example, business to business services are probably far more suited to a platform like LinkedIn than Instagram or Snapchat – based on their user demographics and content.

There are a staggering number of social media platforms in existence – and even some of the lesser known channels have big followings with particular audiences, especially when you’re looking to target foreign markets. This list runs you through 105 of the most popular – choosing where to spend your time and energy is up to you…

Expose your brand

There are many companies who never truly get to express their brand through their website – but social gives you the perfect place to do exactly this a great example of this is Atlas Ceramics.

Social media is often a lot more interactive that your site. You can use it to share pieces of content you like, speak to your customers publicly, update the world on what’s happening right now in your business – all the things that are less practical to put on your site’s homepage.

Brand is much more than just your colour scheme and logo – it’s the way your business is, the way it interacts. Social is the best place to show it to the world and reap the rewards.

Finding your customers is easy

Sure, there are some great ways to drill your targeting down when you use other online advertising platforms – but the nature of social media gives you a chance to get laser focused on your audience.

Where most advertising platforms can give you an indication of their core demographic, that’s much trickier for a service like Facebook. With 2 billion users that’s little more they can tell you about their typical user other than the fact that they’re human!

So, they let you get deep into their user data when it comes to targeting. You want someone who’s shown an interest in self-development, yoga and healthy eating? No problem. You only want your advertisements shown to males, within 23kms of your business who have an interest in one particular TV show? No problem.

Social media is exceptional at giving you opportunities to test your approach with a massive range of potential audiences.

Great feedback tool

While you’re testing your product, approach, brand, content or anything else that’s going to be driving your growth social media virtually guarantees one thing – feedback.

Now, that feedback might not be quite what you’re expecting, but it’s data none-the-less.

Virtually every platform will let you dig into the engagement each post or advertisements receives. Strong engagement? You could be on to a winner – lots of exposure but lacking in clicks, shares and comments? You’ll probably need to tweak your approach with that audience or choose another.

And if it’s more direct customer voice feedback you’re looking for too – platforms like Facebook and Twitter are a great number of people’s go-to choice for telling the world about their experience. A word of warning though – when you open channels of customer interaction you can’t just shut them and pretend they don’t exist! If you’re a growing brand, you can expect to dedicate some significant time to talking with customers on social media…

Experiment with new markets

The beauty of having such incredible audience targeting tools is that you can quickly and simply gauge how a product or advertising approach will perform with different people.

And if split testing is your thing – you’re in for a treat.

Running the same advertisement with one male and one female audience is a piece of cake. Perhaps different age groups? Perhaps targeting different devices would work? Or maybe you want to run with the same audience but you’d like to test some different product images on a handful of different adverts? No problem – and you’ll be rewarded with a huge bundle of information that can inform your next run of adverts or posts too…

Drive traffic at your site

If you’ve got an exceptional website and you’re keen to drive traffic there then social media is an ideal tool.

Now, it’s not going to be quite as simple as posting a link and hoping for the best – but it’s not a great deal more complicated. Give your audience reasons to visit and watch them come in serious numbers. Blog content, special offers, product launches, competitions – they’re all great incentives for people to add to your monthly unique visitors count.

Offers a platform for content

While we’re talking about reasons to visit – you should recognise that social media gives you one of the very best outlets for value driven content.

We’re not talking about thinly veiled sales pitches here either, we’re talking about legitimately valuable content that’s likely to get clicked and read by people with a wide range of interests and requirements.

In fact, some of the best brands on Facebook have no product to sell – instead, they operate as affiliate platforms for other people’s products – with numerous motivational pages, recipe and cookery page and general interest channels doing exactly this – with exceptional word, image and video based content.

Content is likely to be quite a slow burn method of growth on social media – but many see content probably the most solid foundation for an online marketing strategy you’ll find.

5 ways SEO can be useful to the Online Gambling industry

Search engine optimization is vital for any online business that wants to be profitable. SEO techniques have been applied in various industries for years. This is mainly due to the benefits that come from the strategy like better ranking and visibility. In the gambling industry, however, there is still a lot of potential to be exploited. With increasing evolution in the online business sphere and changing search engine requirements, a lot can be done in this industry to further attract customers to play online slots. Here are 5 ways SEO can be useful to the Online Gambling industry.

  1. Connect parties more effectively

SEO is definitely the best marketing strategy for any enterprise. New and existing gambling online businesses can thus benefit a lot from the visibility that comes with optimization. Gambling enthusiasts can also find the right platforms more easily. With proper utilization of SEO techniques, it can be much easier for parties involved to share information and access resources more productively. This can increase the vibrancy of the industry as well as and revenues.

  1. Reach the right audience

One of the key challenges facing the online gambling industry is the barrier that exists between prospective gamblers and gambling platforms. Much of the traffic that visits gambling sites is not usually targeted and thus does not convert. With SEO, the right audience can be reached effectively and thus increase the conversion rates for gambling casinos and websites. As the web becomes more differentiated and personalized, SEO proves to be the best strategy to keep the industry organized and productive. Targeting the correct audience and demographic is vital to the growth of your business, many platforms target games that possess large amounts of traffic to utilise, for example Fluffy Favourites slots or Starburst.

  1. Provide stability to the industry

The future growth of the gambling industry depends on whether the involved parties are able to connect and keep an ongoing association. With SEO, it is possible to raise the reliability of gambling platforms and keep the user engagement levels healthy. Any stable industry is sustained by a consistent and continuous cycle of clients and businesses engagement. Old members leave platforms as new members sign up. Stability in the industry also depends on the establishment of universal online codes that govern the industry. Such progress can only be achieved when platforms in the industry are reliable.

  1. Raise the profile of genuine platforms

The gambling industry faces a bidirectional challenge where there are many prevalent fake online platforms whereas the genuine platforms are not easily discoverable. SEO is the best strategy to give genuine platforms the right limelight while limiting the frequency of fake sites. Giving the limelight to the deserving parties not only increases productivity in the industry, but it also increases the trust of prospective gamblers.

  1. Enable useful insights on the market

Data is critical to any industry that wants to sustain itself. SEO is the best strategy for collecting data in the online gambling industry. With SEO, the industry can be able to obtain useful data like market trends and user information. This data can help online gambling platforms to create more meaningful products for their users. Market information is also key to helping the parties in the industry focus on areas that they are sure they will be more productive.

Scott Manford, CEO of Wizard Slots said: “SEO is fundamental to our marketing strategy and vital in maintaining growth within our business. Optimising all areas of our business helps secure top level rankings while also helping build brand awareness and drawing authority to the site.”

10 Tips For Better Outreach Responses

Outreach is incredibly important – it can give you that start you need the most.  It can give you crucial insight into what your target audience responds to best and can help you to gain popularity.  However, although it is very important, it is also very difficult to get right.  You may have found in the past, for instance, that out of 100 emails sent out, you only get around a quarter of that number replying and responding favourably. 

If you have experienced the woes of seemingly doing everything right only to have all outreach efforts turn to dust, then the following post is for you. 

We recently had a chat with the team at SERPchampion who have included their 10 top tips to help you achieve better outreach responses.

Use Your Social Media Accounts To Ensure Your Email Isn’t Lost

Can you imagine how many emails the average blogger receives in a single day?  How can you make your email stand out more than the various others they receive?  One great way to do this is by telling them that you have sent them an email.  Send the blogger you sent an email to a short tweet to tell them you have done this, as this will bring it to the forefront of their mind and attention and they will know to look out for it, in case it ends up in their spam folder.

Add Personal Touches To Your Outreach Emails

Start with a greeting – that may be common sense, but we are sure you are just as familiar as we are with emails that don’t include a simple Hello or Hi at the beginning.  Don’t just ask if they accept guest posts.  Address and treat them like a human being, because that is what they are.  It is also wise to mention something specific to their site or blog.  This helps to show that you have taken the time to look at their site and that this email is not just a generic template sent to thousands of blogs.  This tip goes hand in hand with…

Read The Blogs You Send Outreach Emails To

This not makes basic common sense but is a something you should do out of common courtesy for the blogger or website owner.  If the shoe was on the other foot and you were the blogger and received a guest post request by someone who didn’t have any interest in your site and didn’t seem to know anything about you – would you give them the chance to guest post?

Before emailing them, take a look at their latest posts, read them and mention the ones that interest you particularly or that you enjoyed the most in the email. 

Keep It Short And Sweet

Although there are some statistics that show longer emails have better close rates, shorter emails have been proven to produce better response rates.  Therefore, if applicable, send out short and concise emails initially.  Remember, you can always send out more comprehensive emails when you actually get responses.  This goes hand in hand with…

Be To The Point

It is crucial that you tell the blogger exactly why you are emailing them, without adding fluff.  Bloggers don’t have enough time for you to tip toe around things.  As most outreach campaigns have deadlines, emails full of fluff and filler will only lengthen the process unnecessarily.

Tell Them Where You Found Them

This can be helpful for securing a response as it shows the person you are contacting that you are actively interested in their blog or site.  For instance, if you came across their blog through someone you both follow on Twitter, you could mention that and what you liked about their blog. 

Always Include Completely Original Content

No half-decent blogger or site owner will accept content that is spun or taken from somewhere else.  You need to ensure that your articles and emails are original, and even if you think it might be a nice corner cutting idea to cheat – don’t as they will be able to check.

Give Examples Of Places You’ve Posted Before

Use your outreach email campaigns to get across the value of your posts.  If you have posted for other blogs in the same genre as the blog or site owner tell them about it and give them links.  Obviously, it is best to choose the best performing guest posts you have written in the past.  Don’t worry if you have not posted many successful posts, the quality is more important than the quantity.

Give Them A Selection To Choose From

As it is their blog, they have the right to decide what appears on it and what doesn’t.  When you are offered the chance to post on a site, give them a choice of various titles.  There is a higher chance that they will see something they like from a range of choices, than if you just give them one concept or idea.

Spell Check And Grammar Check Your Email

This last tip should be seen as common sense, but ultimately it is something a lot of people fail to do when sending outreach emails.  An email full of bad spelling and grammatical errors will leave the recipient with the impression that you are not a very good writer – or a careless one at the very least.   Make friends with apps and software like Grammarly, and although the suggestions are not always completely accurate- it does give you helpful pointers that can ensure your email looks as professional and well-written as your articles and guest posts.

In order for them to be successful, a lot of time and effort needs to be put into outreach campaigns which is why many businesses look to outsource this work to specialist teams such as However, by using the suggestions above you are bound to notice a considerable difference in the response rate to your outreach emails. .  If you have suffered poor responses from them in the past, we know exactly how you feel and fully sympathise with you.  It can be incredibly frustrating and even disheartening. 

Great Examples of Brands Using Facebook

The quest for Facebook likes is a driving force behind many people’s online presence, I’ am exaggerating a little but social media sites like Facebook have become commonplace in people’s daily lives and changed the way the whole world works.

People born now or even a few years ago won’t know a time when social media wasn’t around and that’s pretty strange when you think about it isn’t it? Social media caused change on a huge scale especially in the business world, nowadays most big brands will have some form of social media presence.

The most common being at the very least a Facebook page, it’s easy to see why people go to Facebook first it’s by far the largest social media site with over 2 billion users and while it might not be the very first social media site it’s the most popular.

Facebook also seems deceptively simple at first glance, there’s no small character limit like Twitter and it’s not tied into photographs like Instagram. But utilising Facebook effectively isn’t as simple as it may appear especially if you want to promote your brand.

But can you really afford not to use Facebook when it as so many users and such wide-reach? Every business should use Facebook when it comes to marketing their brand but before you do learn from those who are already using it well. Let’s take a look at some great examples of brands that are already using Facebook effectively.

Taco Bell

The Mexican themed fast food restaurant is a huge hit on Facebook and outperforming arguably bigger competitors like McDonald’s according to stats from DigitalCoCo. So, what’s the secret behind their success?

It can’t be narrowed down to just one thing, but part of the reason Taco Bell’s Facebook page is so popular is because they have fun with it! They even launched a petition (jokingly of course) to get a taco emoji added to smartphone keyboards.

They advertise their product and offers of course but have fun with it as well and often use colourful images, videos, and animations as well. They also seem very tech savvy using memes at the right time to maximise their impact. Taco Bell shows the importance of being fun and light-hearted on Facebook and shaking off that image of a stuffy business. 


The fitness tech company have made an impressive name for themselves on Facebook and they market their brand by not marketing it. That’s a strange statement to make I know but let me explain if you take a look at Fitbit’s Facebook page you won’t see many posts talking about their products.

Yes, there, of course, going to be a few of them but many of these posts talk about health and wellbeing and link to their blogs as well. This helps promote their brand at large and shows that they care more about just selling their products and it gives you a greater insight into their brand.

Using Facebook to market your brand is a bit of a balancing act simply bombarding your users with information about your products/ services and offers isn’t going to engage them for long. So, you need to provide a great array of content and you can use this to showcase what your brand is about.

Nicholson Original London Dry Gin

Nicholson’s Original London Dry Gin is a brand with a long history, but it was out of the spotlight for a long time before being revived this year. This revival came with a new and very impressive Facebook page that shows that this brand is certainly very social media savvy.

They engage customers regularly and use a variety of different messages including images, photographs, and videos. While they are still in the early days are their revival I can easily see Nicholson’s Original London Dry Gin going from strength to strength.

If you want to see how a brand should start using Facebook in its early days of development, then make sure you check out their Facebook page. It’s a great way to get inspiration and see what you can do to improve your own Facebook branding experience.

Nature Valley

The food and drinks brand follows a similar pattern to Fitbit in how they use their Facebook page. They talk about their products yes, but a lot of their posts focus on the importance of the outdoors as well. It might seem a little ironic to talk about the importance of going outdoors on social media but it’s a great way to get your message across.

Nature Valley shows that their brand isn’t just focused on selling their products it shows that they actually believe in the importance of the “nature” you find in the brand name. They also actively encourage their followers/ fans participation by asking them to get involved in various special events and promotions.

They also have a great gallery of photographs uploaded on their Facebook page and regularly update it with new images. There’s more to see on the Nature Valley Facebook page than just posts about their products they fully live up to their outdoor, nature-loving character and show that they really believe in it.

What Can These Brand Teach Us?

You’ve probably noticed some familiarities in all these examples and few differences as well, that’s because there are many different ways to use Facebook to grow and showcase your brand. The examples we’ve looked at show many of the best ways you can go about it, first of all, you should make sure to give your followers a variety of different content.

You should have fun with it as well, the light-hearted approach will help you a lot when it comes to showcasing your brand and you should make sure you post more than just information about your businesses products and services. After all, there’s more to a brand than just your products isn’t there?

So, use your Facebook page to talk about the things that matter to you and your brand. You should make sure you post a wide-range of different messages use videos, gifs, animations, images and everything else you can think of to get your message across. 

Ways of Making Money Online – The Ultimate Guide


Not only does the Internet off information in abudnace, it also allows users to generate income. While we should stray away from get-rich-quick schemes, there are plenty of opportunities available to us if we know what avenues to take.

The route you take when making money online can depend on your knowledge and areas of expertise, but the following avenues make a good starting point.

Sell on eBay and Amazon

Auction sites and e-commerce stores have been popular for years, as it allows people to order goods while in the comfort of their own home. While it is easy to assume that only more covenantal goods are sought after, the truth is that there is a market for almost anything. Amazon and eBay are two popular platforms that offer budding shoppers a wealth of choice.

The great thing about platforms is that they can be adopted by anyone. So regardless of whether you’re selling handmade goods, or a slew of smartphones, you can be sure to find a customer on eBay or Amazon.

Bear in mind that there’s plenty of competition when it comes to selling online, so it’s important to research your market, as well as the keywords you use in your descriptions. 

Become a Freelance Writer

If you happen to have a way with words and find that they flow effortlessly, then you could earn some money becoming a freelance writer. There are several platforms on line, including several freelance sites that allow budding writers to showcase their portfolio and bid for work.

Modern day content has to be engaging and relevant, so there really is no room for spun content or bot-generated literature. Therefore, professionals in the field are keen to reach out to talented writers, one of which could be you.

Start Affiliate Marketing

The Internet has allowed many online companies to thrive and offer their services and products to the masses. However, this means that there is lots of competition online, so companies need to look at new ways of getting their product in front of the people that matter. While a company can to do so much to start this process, there are some who operate in a particular niche that can help a company sell its goods, while making a profit.

Generally, the person promoting the goods such as the best baby thermometer aimed at new parents in the family health market will earn some form of commission. How this commission is paid can depend on the company, but for the most part, you can expect to be paid a commission on each sale that’s made due to your marketing efforts.

In most instances, this will be done via link that contains your affiliate ID. In some instances, the companies will also provide you with some marketing material to get started.

To be successful in this field, you need to have some form of online traffic. In most instances, this will be a website, but it’s not uncommon for popular social network pages to be used. The great thing about affiliate marketing is that there is no set process, so if you find a way that works for you, then it can set you apart from competitors. You will still need to follow some set procedures, such as SEO and research, but matching this with some outside-the-box thinking can make all the difference as to whether you’re an online success or not.

Start a Blog

Much like becoming a freelance writer, starting a blog allows you to market your content in return for a profit. Blogs can be set a round almost any topic or niche. If you’re a fan of technology, then you could look to offer a blog that showcases all the latest technology. If you’re a full-time parent, then you may wish to offer other parents some useful tips. Whatever the subject, there is very little reason as to why you can’t make a profit online blogging.

There are many ways to make an income from your blog, but to be able to take advantage of these channels, you need to ensure that your site is in receipt of healthy traffic. Traffic can be earned by ensuring you use the correct SEO techniques as well as ensuring your content is the best it can be.

The ways you can monetise your blog include the following channels:

As well as carrying out on-site work, you will also need to ensure that you’re taking care of other information funnels such as social media. It can be a lot of work, but those that like to offer information on a certain subject can do what they love, while turning a profit.

Get Paid for Video Views

Just like blogging, people adopting platforms such as YouTube has allowed the masses to showcase their talents and offer users a slew of information. Regardless of whether you’re review movies, or offering some valuable life hacks, there is a lot of money to be made if you’re able to make the right kind of video.

The best cause of action for creating a video that gains traction is to look at your chosen niche as a whole and looking at what subject matter has worked in the past. It’s also advisable to stay abreast of current trends. The more information you have about your subject matter, the bigger the canvas on which to paint your ideas. Just like written content, you also need to ensure you’re carrying out keyword research to ensure that your video is listed when specific search terms are entered.

Making money online isn’t going to make you a millionaire in the short term, but it can be rewarding if you’re willing to put in the right amount of effort. A lot of people have started such endeavours as a way of making money, only to see it flourish into a fully-fledged business.

How your Business Can Use Facebook Live Video to Reach New Customers

Until recently live video on the Internet typically consisted of things like static shots of an empty dais in some nondescript press room somewhere with a snazzy graphic across the bottom saying something like “Awaiting the Arrival of the Tasmanian Culture Minister”. However with the advent of Facebook Live Video that’s all changed. Why’s that? We’ll tell you why.

In the past decade the one-time MySpace competitor has gone from an ambitious little startup to the social media company that ate the world (including MySpace). By the company’s own reckoning they now (as of September 2017) have more than 2 BILLION monthly users.

This means only one thing: Facebook, and by extension Facebook Live Video, is officially too big to ignore. In this article we’re going to take a look at some of the ways your business can use this compelling new global communication platform to reach new customers.

Leveraging Facebook Live Video to Attract New Customers

Facebook Live Video is a potentially game changing marketing technology for two reasons:

  1. It’s unprecedented penetration into people’s daily lives.
  2. The fact that it doesn’t cost anything.

With those facts in mind let’s take a look at the ways your company can attract new customers using this free global platform.

  • Use it to Launch a New Product or Promote a Company Event – If you have an important company event such as a new stainless steel banding product launch or upgrade on the horizon drop a post on your Facebook page alerting your followers that there’s a major live video announcement pending and exactly when that announcement will occur. Be sure to make the announcement post as informative as possible. Tell people what kind of questions (if any) the live video event will address. For instance “Jack and Jill will be addressing the question of why they decided to fetch a pail of water during this important Facebook Live Video event”. Also, tease the outcome “By the time this Live Video event is over you’ll be wondering why you own a mobile phone”. Or something like that. You get the picture. Make sure to announce the Facebook Live Video event on your other social media accounts as well including Twitter, YouTube, Google+ and more.
  • Use it to Give New Customers a Better Feel for Your Brand – Turn your Facebook Live Video event into an introduction to your brand and brand experience. Give viewers a real time tour of your boutique and schedule an in-store promotion for the same day as well to ensure there are plenty people in the shop. (A crowded store is a better visual than an empty one.) If your product is custom built furniture take viewers on a tour of the woodshop and let them watch your craftsmen in action. Also, if you have a storefront share your location during the Live Video broadcast and invite the public to come down and join you and become a part of the Live event.


  • Use it to Introduce the People Behind the Brand – Success is as much about creating an identity people want to associate with as it is the quality of the product. Let’s take a step back and use the Beatles as an example. Anyone who lived through it will tell you that Beatlemania was as much about kids embracing the different personalities of the four lads from Liverpool as it was about the music. So make important persons within your organization a key part of your Live Video event either as presenters or those giving demonstrations or just talking about their experience working with the company. This puts a face on your brand and draws in people who might otherwise be non-committal.

  • Use it to Invite Questions and Provide Answers – Ask people to leave questions in the comments section during the Facebook Live Video event and then answer those questions in real time. This is a great way to connect directly to the audience and make them feel a part of the whole experience. Also, make a list of the most common questions that are asked about your product, service or company and answer all of them. Later you can leave this video up and use it as a video FAQ resource.


  • Use it to Enhance Your Trade Show Presence – Having a booth at a trade show is by turns rewarding and deadly dull. Smooth out the dead patches and attract new customers by live streaming from your trade show booth. Interview people who stop by the booth and invite your viewers to stop by and join the fun. Who says that only huge conglomerates can pull off multimedia interactive events? Let your trade show booth and Facebook Live Video leverage each other to maximize your exposure with a broader audience.


  • Interview the Founder – Bring in the big kahuna for a sit down interview during your Live Video event. People love to see the man or woman behind the curtain. Every brand has a story and most of them start with an idea in the mind of the founder. Get them out of their office to talk about their light bulb moment as well as the company’s early struggles. People love a success story, especially if it’s full of twists and turns and moments spent hanging over the abyss. And almost every founder has a good story to tell. It’s another way to humanize the product and get people involved in the brand.

Other ideas for engaging new customers include running workshops during your Facebook Live Video event, hosting webinars, performing live customer service sessions and making promotional offers that are available only to those who watch the Facebook Live Video event.


Facebook Live Video has taken the cold, boring world of live streaming and turned it into a dynamic engine for attracting new customers. The only limit on what you can do is your imagination. Keep the above tips in mind and you’re sure to see unprecedented results from your Facebook Live Video events.


Why Your Business Needs to be Using Facebook Re-targeting

With retargeting the ads people receive on Facebook are linked to websites and products they’ve previously expressed an interest in by way of their browsing history. So if someone spends some time perusing your Persian carpet website the next time they log into Facebook there will be an add there for your site and product.

This is a big step forward in Internet marketing because previously when someone navigated away from your site you had no way to catch up to them afterward and say “Hi! Remember me?” They were simply lost. Sure, you could try and corral another few seconds of interest out of them by using one of those extremely annoying “Before you leave” popups. But besides annoying your visitors those don’t really do much.

How it Works

It’s really pretty easy. After logging into Facebook navigate to their Custom Audience feature. There you’ll find a tiny piece of code that you grab and install on your own website. This code snippet then delivers a cookie to the computer of anyone that visits your site.

This cookie then communicates with Facebook informing them this person visited your site. Not only that but it can tell Facebook exactly what pages within your site they visited. So if, for instance, the visitor, who is a local small business owner spent time viewing your website following a search on Google. The next time they log into Facebook they can be fed ads from your company promoting your support services based on the pages they have looked at on your website.

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So What’s the Big Deal?

The big deal is this. In the past in order to continue engagement with visitors to your site they had to be convinced to provide you with a useful piece of contact information, most typically an email address. But most people simply won’t do that unless they’re actually purchasing something.

As such the vast majority of potential customers were lost to cyberspace the minute they navigated away from your site. With retargeting, you take the initiative by delivering that cookie to their device (whether it’s a PC or mobile device).

Then the next time they’re on Facebook they’re reminded of your company as well as the specific products they displayed an interest in. You can also set your Custom Audience preferences to target only those who showed more than a passing interest in your product; such as those that initiated the shopping cart but never completed the transaction.

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Can I Abandon my SEO Campaign if I Use Facebook Retargeting?

We would strongly argue against doing so we’ll tell you why. The SEO campaign is designed to raise your website’s visibility and drive traffic. It’s essential because if your website currently appears on page 17 of Google’s organic search results no one, and we mean no one, will ever know your website even exists.

You need to be at or near the top of search engine results, at the very least on page 1. The job of the SEO campaign is to get you seen for the most popular keywords people are searching for within your industry. Once you’re on page 1 and traffic is flowing to your site it’s up to you to make the sale or capture enough information to continue to engage those potential customers.

As we said earlier, in the past that typically meant finding some way to get the visitor to provide you with an email address. With retargeting you no longer need that. The retargeting cookie you leave on their browsing device communicates with Facebook so that next time they log in they’ll see an ad for your site and be reminded of the products they showed an interest in. So, the SEO campaign drives traffic to your site and Facebook retargeting makes sure they’re not lost to you should they navigate away from the site.

How Much Does Facebook Charge for Retargeting?

The code and the service itself is free. Yup. No charge. What you will need to do is purchase Facebook advertising which works on either a CPM or CPC model, which you should be doing already given that Facebook now has 2 BILLION monthly users. Retargeting will provide you with a much more robust ROI on those Facebook ads because they’ll only go to people who’ve already shown an interest in your product or service.

Retargeting is one of the best ways yet devised to squeeze significantly greater ROI out of your marketing budget because you are, in effect, preaching to the converted. You’re reminding people who’ve already shown an interest in your product or service that you’re still here. Such people are far more likely to ultimately convert than random Facebook users seeing your ad for the first time.

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Do I Have to Hire an Marketing to Set Up Retargeting?

One of the many great things about Facebook retargeting is that anyone with any type of comfort level with computers can set up an effective Facebook retargeting campaign in just minutes. That means you too. What you’ll want to do however is bring the marketing department in on the process as well as any other agencies you may be working with to ensure everyone’s on the same page.

Your internal teams and agency partners will likely have some useful suggestions about who to focus the retargeting effort on and the marketing department may want to tweak your ads or create additional ones to ensure that the ad campaign dovetails with the choices you make when setting up your Custom Audience.


Facebook is the undiscovered country of marketing: a vast resource of potential consumers waiting to be effectively tapped. If you’re already advertising on Facebook congratulations, you’re in the vanguard of companies who’ve recognized the social media giant’s potential. Now’s the time however to take your Facebook marketing efforts to the next level by bringing retargeting into the fold. By doing so you’ll be ensuring those who have already shown an interest in your product or service are not lost to the void simply because they navigate away from your site. The next time they log into Facebook they’ll see your ad reminding them of your great product or service and prompting them ever-so-gently to take the final step and make the purchase.

Five Ways Your Business Can Use Instagram Stories

Five Ways Your Business Can Use Instagram Stories

Instagram Stories is a new feature of the platform which is essentially live broadcasting of content from a user’s mobile device that is only available for 24 hours after posting, after which it disappears forever.

The feature only works on newer versions of the app (10.0 and higher). With Instagram being one of the largest social media platforms (more than 600 million active users), this new feature is set to take the world of social media marketing by storm.

You could quite easily think that Instagram Stories will be competing with Snapchat and Facebook Live, and although it has similar basic features, it is somewhat different, especially in that the Instagram platform is excellent for brands, making it very easy for users to find and follow them.

While streaming, you’ll be able to see any comments or likes coming in – a great way to measure engagement, as it’s not always easy to measure, considering the video disappears after 24 hours and there is no way to look back in order to analyse, but you will still be able to use some of the various Instagram analytics tools.

Instagram Stories also provides a means of engagement with your followers and potential customers, offering the ability to use a more comprehensive message than what a single photo can provide. They can also be personalised with special filters and drawings, for example.

We’ve got together with the incredible guys at Think Zap who provide digital marketing Glasgow website deign and put together five ways in which your business can use Stories to reach your audience on the platform with the key objective of creating fun, engaging and shareable content that provides value…

  1. Promote special offers

The very fact that Instagram Stories are uncommon at the moment, means that they have an element of popularity amongst users who are ready and waiting for fresh and unique content, delivered in a new and innovative way. Use this to your advantage and choose awesome offers to promote to your audience.

Be careful not to just choose any old low-value offer, but rather something truly valuable, otherwise you risk having your posts ignored. The great thing about the 24 hour nature of Stories, is that it creates a sense of urgency and you’re more likely to convert leads to actual purchases.

Remember to refer any viewers to a link in your bio which should lead them to a landing page to redeem the offer and make the purchase. It’s very important to include a strong call to action with each offer to drive more users to your site, so don’t forget this fundamental point!

  1. Go behind the scenes

Consider giving your followers a behind the scenes glimpse into your business. One example is to shine a spotlight onto your staff, showing your audience the people working behind the scenes in your business (as well as your appreciation of them). It provides a relaxed view into what your business is all about behind the products or services you’re offering which can go a long way in building relationships and improving engagement.

  1. Ensure brand consistency

When doing Stories, ensure that they enhance the image of your brand, think the content through beforehand, even though you’ll be live streaming, just to check that it is going to be something you really think your audience is going to want to see.

Consider your target audience too, or those Instagram users you would like to reach. Only users who are following you will be able to see your stories, however it is possible for potential users to find you by using the Stories on Explore function, allowing them to find new Stories based on those streams related to their feed – an excellent way to improve your reach to those users in your target audience.

  1. Strike a balance

The more Stories you stream, the more possible it is that you will find yourself at the top of your followers’ feeds. However, it’s vital to strike a balance between to many and too few posts. You don’t want to annoy your audience and risk being unfollowed!

  1. Ask your audience what they’d like to see

Roughly 70% of users are engaging on a regular basis with the brands on Instagram. This could be increased amongst your followers if you “cut to the chase” and actually ask your followers what they would like to see on your feed. Use their feedback to direct your content schedule and produce the Stories that your audience will love and be a lot more likely to engage with.

Instagram Stories offer just one more way of increasing your reach and presence within the network and making use of them will not only serve to deliver interesting and shareworthy content, it shows off your brand in a positive light, demonstrating that you’re on trend and dynamic!

How to use Facebook Groups for Your Business

You may have heard of something called Facebook groups but feel there’s no need to spend time and energy on such a concept because you already have a Facebook page for your business. But Facebook pages and Facebook groups are two entirely different animals that serve different functions.

Generally speaking business pages are for broad-based communication with fans, followers and other parties interested in who you are or what you’re selling. A business page can only be created by an official representative of the business (or celebrity or band etc) that the page represents.

Groups on the other hand can be created by anyone and allow for much tighter control over who can belong to the group and who can interact with the group page. This helps build a sense of community within the group and when this community is built around a product or service you produce or provide that community can be an invaluable asset in building brand loyalty.

Basically, with a Facebook group you’re creating a kind of fan club focused on celebrating your brand, spreading the word about your brand to others and actively recruiting new members.

So Why Use Facebook Groups?

While a Facebook business page can be a useful platform for keeping customers abreast of product developments and important events related to your brand (like Facebook Live Video events) overall engagement tends to be fairly limited. People learn when to tune into the Live Video event, get to leave a like on different posts and maybe drop a comment or two along the way.

With groups, engagement is typically much more robust and passionate. Group members are people who’ve shown more than a passing interest in your brand. They want to know what’s going on with the brand and want to share their opinions directly with others who are equally passionate. These people are the best friends your brand ever had and they should be given a platform all their own to connect. Here are several ways to use Facebook groups to enhance your marketing efforts.

  • Create a Group Specifically for Loyal Customers – Now that the airline industry has entered the age of cut-throat competition you don’t hear as much about frequent flyer miles as you used to. But they’re still out there and for a good reason. They work when it comes to creating brand loyalty. Use the frequent flyer club model for your own brand by creating a private Facebook group just for those who’ve purchased your product or service in the past. Give members of this group special access to discounts and perks others aren’t privy to. Publicize the existence of this group along with its many benefits on your website and Facebook business page as a way to entice people to make a purchase and join the group


  • Build a Community – When it comes to Facebook marketing – or marketing via any social media platform for that matter – it’s not about you. It’s about your fans, followers, group members and anyone else who engages with your brand. As such any Facebook group you start or sanction should focus on providing value for your devoted customers and followers and enable them to spread the word about your product or service in a way that helps you discreetly while feeding their desire for engaging, otherwise-hard-to find information on the brand.


  • Keep abreast of Current Events in the Industry – You may spend a lot of time with your ear to the tracks trying to stay ahead of developments in your industry, but events in the business world today move at breakneck speed and you’re bound to miss something. Each member of your Facebook group however is another set of eyes and ears who can alert you whether knowingly or unknowingly about developments or events you may have missed. Someone may simply drop a few words into a comment about something they heard without giving it much thought. That tidbit of information may however, prove invaluable to you and the health of your brand going forward. In essence having a large group of dedicated fans out there is like having your own little CIA constantly gathering intelligence on the market and by extension the competition.


  • Find out What Your Most Passionate Brand Advocates Want – Market research can be expensive but groups can help you mitigate market research costs. That’s because besides being able to reward customers and keep on top of industry rumblings Facebook groups dedicated to your product or service are also a free way to find out what your customers like and dislike and what they’d like to see in the future from your brand. If you like you can create surveys or questionnaires that you present to the group asking for their input. This lets them know their opinion is important and gives them a say in the development of the brand which strengthens brand loyalty.


  • The Ties That Bind – Maybe you have a far flung enterprise with sales people in the field and several offices or outlets in various places around the globe. Keeping everyone on the same page in such cases can be a daunting task. But starting a Facebook group through which they can all stay in touch and up to date can go a long way toward strengthening your company culture and providing a sense of common purpose.


There are a number of different ways to leverage Facebook to aid in your company’s success and the creation of groups is one of the best. While the results may not be as visibly spectacular as what you’ll see from Facebook retargeting they can be just as essential to your overall viability.

By creating and fostering a community of brand enthusiasts through the creation of Facebook groups you’ll be laying the foundation for long term success. The fans you cultivate today will pass on the word to others who will pass on the word to others and your business will wind up far less susceptible to market fluctuations or economic downturns than it would have been otherwise.