The recipe for social media success

I love baking.

With two growing lads in our house (plus a hungry husband) my efforts in the kitchen are usually well received. It hasn’t always been the case though. On an occasion or two, I have managed to produce a lovely Banana Brick instead of Banana Bread.

But over time and several trials, I now have the recipe for the perfect banana bread nailed. It’s delicious.

To get the recipe right, I’ve had to change things up slightly. I’ve tweaked the temperate of the oven, played with the ingredient quantities and adjusted the cooking time. I can now produce a yummy banana bread that goes down a treat … and isn’t used to keep the door open.

It’s the same for social media.

You can find what you think is the best recipe for generating leads. But ovens differ in temperature, just like businesses differ in marketing needs. Your business is unique and therefore needs a unique approach.

You see with social media, there isn’t one set rule for what works for all businesses. There’s no magic formula. Instead, you need to tweak, adjust and amend to get the right outcome. And outcomes differ for businesses too. Some businesses want to increase their brand awareness. While others want customers to download their eBook. Each outcome requires a different approach. Some fine-tuning of the recipe.

But the thing I love about social media is you don’t have to go through the whole process of baking the cake to realise it doesn’t taste good! If a Facebook post isn’t performing as well as others, you can instantly change it. If an ad is performing brilliantly, you can immediately add more budget to increase the likelihood of leads. You can try Instagram ads and see almost instant results. You can change any number of variables to improve results when you know what you are doing.

That’s why you would employ a social media company. To have an expert eye to watch what’s happening with your social media marketing and adjust it as required to get the right results for your business.

If you think your recipe might need some tweaking, then get in touch and we can talk about a method that works.

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How to get your customers to buy… without feeling like they’re being sold to.

There’s an old saying in business…

“People love to buy, but hate to be sold to”

We’ve all had that gut-churning feeling when an overly pushy salesperson uses strong-arm tactics to try and make a sale.

On the other hand, we sometimes love to buy and enjoy the process.

Successful businesses are often the ones that make their sales process easy and enjoyable. They’ve figured out what makes their customers tick and how to make them feel good about making a purchase — both online and offline.

Today, I want to talk about the online experience, specifically via social media, and how to go about developing a “more enjoyable purchasing experience” for your customers.

The secret is developing “Know-Like-Trust”

One of the most powerful ways that successful businesses help people buy their products or services is to move their lead generation process from cold calling to using social media to target and nurture their leads. This way they subtly educate customers, build their trust and wet their appetite for what they have to offer.

When you develop Know-Like-Trust on your social media business page, the prospective customer is MUCH more likely to buy from you at some point in the future. Cold calling, on the other hand, is more likely to create resentment, alienation and frustration.

Developing Know-Like-Trust on social media means these leads have already been educated about what you do, who you are and they have started to like and to trust you too.

You’re turning your cold prospects into warm leads. And warm leads are much more likely to buy.

Why social media? Your target audience currently spends time on social media. Whether they use it to keep up with current events or the latest celebrity gossip, interact with thought leaders in their field, or keep in touch with friends and relatives, your audience spends time there. So it’s the perfect place to interact with them.

Also, social media, especially Facebook and LinkedIn, have made it so easy to target the exact people you’re wanting to get in front of. All you need to know are just a few characteristics of your ideal client.

It’s also extremely cost efficient to prospect for new customers online, especially when considering the cost of employing salespeople, cold callers or appointment bookers as headcount.

Now, knowing how to put together a strategy to engage with your ideal target audience is a specific skill set. As is the ability to write content that will resonate with your customer and move them closer to becoming a warm lead — or even a sale. And you guessed it, that’s where Likeable Lab can help.

If you could use our help developing Know-Like-Trust for your business we should talk.

~ Likeable Paul

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The Halo Effect | the Secret Facebook Traffic You Might Not Know About!

I love data. As much as I’m the creative type, I truly understand the importance of good solid data. That is why I love Google Analytics and the Halo Effect.

With so many marketing channels out there for us to utilise, Google Analytics allows us to compile everything into one place. To allow us to understand what channels are working for us. Where we can improve and also how each channel affects the other.

Google Analytics will break down each source of traffic into its own channel. You can monitor the number of visits your page is getting from organic search, direct traffic, pay per click, Facebook, Instagram and so on. The more marketing channels you have, the more data you’ll have to compare. 

This is where a little thing called The Halo Effect comes into play.

What is the Halo Effect?

The Halo Effect is the effect one marketing channel has on another.

As we’re a Social Media agency, let me explain this using Facebook Ads as an example.

The general rule of thumb is that when done correctly, Facebook ads will give you so much more than just likes. People will be engaging with your content, clicking through to your website and hopefully checking out/signing up for your product or service. Obviously, Google Analytics will show you this data, which will then allow you to track it. What it doesn’t directly show you though, is the halo effect this marketing source is having on your other channels.

For example, you should see a rise in your organic and direct traffic during a Facebook marketing campaign. This is due to the fact that not everyone directly clicks on a link or post within Facebook itself.

Some will come home and type your business name into their search engine, pop your web address straight into the address bar or follow your page on Instagram or Pinterest and visit you from there. This could be due to them wanting to see your website on a bigger screen, wanting to do a little research about your brand first or just needing to come back to it at a later date.

Because no action was taken on Facebook itself, Analytics can’t class it as an ‘assist’ or a ‘click through’. Infact, Analytics doesn’t know that your customer even saw that ad at all. This becomes invisible data. A piece to your traffic puzzle you never knew you had.

The opposite effect is also true. Once you’ve stopped an ad campaign you’ll see your other channels will start to decrease in traffic. None of this will happen overnight, but gradually you’ll see a change.

Keeping up with strong, well-targeted campaigns will help your business growth across all channels. Keep an eye out for the Halo Effect, you’ll be surprised how much your Facebook Ads are helping you grow, beyond what you can see directly on analytics.

For help with your Facebook Ads, get in touch and we’ll be sure to help you out.

Likeable Hollie

 

 

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Facebook Fitness

I’ve just signed up for a ‘six-week reset’ at Health Quarters.  

It’s called a ‘reset’ because the team at Health Quarters don’t agree with the typical gym ‘challenge’. They think that people tend to do the challenge, but then revert back to old habits as soon as the challenge is complete.

I tend to agree.

I’ve been a bit stop/start about fitness and diet over the years, and know plenty of people the same. Embarking on these challenges with great enthusiasm, throwing everything at it and then fading off once the incentive is no longer there.

Interestingly, when it comes to Facebook, there are plenty of businesses with this same stop/start mentality.

Businesses often start off with great gusto on Facebook, but then at some point, they let it slip. Other priorities come in, they find it too hard to think of content, they’re worried about doing a good job. Any excuse will do.

But here’s the thing. Just like your own health and fitness, the key to Facebook is to form good sustainable habits. Habits that will help build your Facebook fitness. And like your personal fitness, the more you do, the better you get at it, and the better the results.

So if you want or need your business to be on Facebook, then you need to work on your Facebook fitness — find a way of contributing quality content each and every week.

Want the good news?

Unlike your personal fitness, which we can’t do for you, we can take care of your Facebook fitness. Easy. Just get in touch if you need our help.

~ Likeable Kat

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Why playing foosball is like advertising on Facebook

I’ll admit it.

I have a slight addiction to foosball.

But not just playing foosball — I’m addicted to winning foosball. People say I take the game too seriously.

But winners are grinners 😂

We have a foosball table here at Likeable Lab (foosball is another name for table football).  Whenever we need a distraction, we play.  It’s a great way to decide who makes the next hot drink or just take out your frustrations on that little white ball.

Now, putting aside the professionals, there are really only two ways to play foosball.  The first I like to call ‘spin-to-win’. This is where you spin the little men around like an out of control rotary hoe in an effort to hit the ball hard. This tactic is easy, but very hit and miss.

The second way to play involves some skill, keeping your hand attached to the handles and trying to strategically hit the ball with an unmarked player to score.  I call this ‘play-to-win’.

So why do I say foosball is like advertising on Facebook?

Playing ‘spin-to-win’ is like boosting posts

If your advertising strategy on Facebook is to simply boost your posts, that can be a bit hit and miss — like foosball spin-to-win.

Although the options for boosting are getting better, you don’t have much control over your audiences, objectives, and timeframes. If you’re trying to do anything more than engage your page fans you might struggle.  Much like my colleagues, (I won’t name names) who just spin the little foosball players around and find scoring goals pretty hit and miss.

Like the foosball spin-to-win tactic, boosting is pretty simple. But the simplicity of boosted posts comes at the cost of the significant customization you get when you use the full Ads Manager. Boosting posts is great for beginners, but at some point, you need to get serious.

Playing ‘play-to-win’ is like using Ads Manager

When you dive in and use Ads Manager you’re taking a more strategic approach. The play-to-win approach, like my foosball game. Using Ads Manager you can think about your ads strategy and what you want to achieve then set up some pretty sophisticated campaigns.

For example:

You can set your marketing objective. Do you want to grow brand awareness, encourage engagement, generate leads or make sales?

You can place your ads not just on Facebook newsfeeds, but on Instagram or Messenger and more.

You can really fine-tune your target audience and include or exclude certain groups.

And that’s just the start.

Ads Manager gives you much more control and it also gives you more sophisticated reporting.

So, if you’re happy to let Facebook decide how to spend your advertising dollars boosting posts, then carry on.  But, if you would rather have some control and strategy behind your advertising spend and be able to track your performance, then it’s time to start using Ads Manager.

At Likeable Lab, not only do we have a great foosball table, but we also have an excellent knowledge of Facebook Ads Manager. Get in touch if you need some help with either.

~ Likeable Phil

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Are your fans losing interest?

Crikey 😳 I knew renovating a house was going to be hard yakka, but I underestimated how much dirt and decision making there’d be.

My husband, Dave, and I have just come out of 3 months of full on reno-mode. We pretty much put our social lives on hold and lived in rag clothes in order to crack out a new kitchen/living area.

The good news is, we survived.

We have a functioning kitchen and an awesome new space to hang out in and pick up our social lives again.

During the process I became obsessed thinking about the final product (as anyone would). I stopped taking photos of the mini-milestones and when people asked to see what stage we were at, I had nothing to show.

And because I couldn’t show them anything, I lost their interest.

When it comes to your social media content, are you holding out for the final product too?

We understand (and respect) that you want to get it right before showing the world, but it could also be damaging your following.

You should never underestimate how engaging a little ‘behind the scenes’ content can be. It makes people feel special that they’re getting an insight into your business that others may not see.

Reasons to post behind the scenes content:

  • Shows you’re real
  • Allows people to relate to you
  • Arouses curiosity for the final product reveal
  • Gains respect that not all your content is polished
  • Shows personality
  • Creates a loyal following (more likely to buy)

What classes as behind the scenes? Things like…

  • Sitting down for a well-earned cuppa (capture morale)
  • Cleaning and maintenance (the not so glamorous part of the job)
  • Mini-milestones (celebrate the little wins along the way)
  • Setbacks (trying to keep it positive and learning from failures)
  • Arriving at work at 5.30am (show the hard graft you’re putting in)

So even though we all strive for perfection, when it comes to social media content, we can also leverage off the imperfections. These are the moments that tell the stories and gives your business/brand an approachable style. And who doesn’t want to be approachable?

At Likeable Lab, we love getting behind the scenes of a business and allowing your personalities shine through, in fact, we’re pretty good at it. Flick us an email and we could do the same for you.

Cheers,

~ Likeable Sophie

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Facebook – Back to Basics

I was explaining to my six-year-old son, Jackson, what I do for a job the other day.

I told him, part of my job is to “make businesses look cool so people will buy their stuff”.

Nothing like trying to explain something to a six-year-old to break it down to the basics.

But the basics are pretty important. And having a good Facebook page is one of the basics of business these days.

Are you doing everything you can to make your business “look cool” on Facebook? Does your page reflect your business and your brand, and add value?

Today, I’d like to share a few simple things you can do to improve your business page and connect with the right people – the people who will buy what you’re selling. Here we go….

Make it cool

Your Facebook page is an extension of your website, and often the first contact your potential customers will have with your company. So let’s make it as “cool” as we can! Your cover photo (that’s the big one), should be engaging and reflect your brand. It should also fit the dimensions (including mobile) and be in focus. A well crafted short video is also a good option for the cover. Keeping your images consistent across your social media networks strengthens your brand and helps your audiences recognise you.

Tell your story

Once you’ve grabbed your audience’s attention with your great cover image, give them a snapshot of your business with your bio. Your bio is where you tell your audience what you do, your company vision and culture, and how awesome you are – all in 160 characters or less! Easy, right? Your bio should set you apart from your competitors, but still be approachable and professional. Try not to use buzzwords or industry jargon, focus on what you’re an expert at and get specific! And revisit your bio regularly to ensure it’s still the best reflection of your brand.

Don’t post rubbish

Anything you post to your business Facebook page should be appropriate for your brand and business, and the posts should be consistent in some way – image, colour, theme, or genre. Maybe save the cute photos of your cats for your personal Facebook page unless it’s appropriate for your business.

You have limited space to grab someone’s attention, so make sure whatever you’re posting grabs their attention for the right reasons. Don’t be another “face in the crowd”, post awesome stuff – stuff that’s relevant to your brand and your audience. Consistency is key.

Know your audience

Who are your customers? What do they look like? And, no, “everyone” is not your customer. As the saying goes, “ a product for everyone, is a product for no one”. You need to focus on who is buying your products or services and how you can target those people. Facebook has thousands of targeting options to help you get the most bang for your advertising buck, so it’s time to get familiar with your customers and get talking to them.

Keep it regular

Like your Nan said, it’s important to be regular. A regular Facebook poster, that is. With over 2 billion active users, you need to be posting regularly or you risk your posts getting lost. Posting to Facebook a few times a week will help your business cut through the online clutter, and paid advertising on Facebook will take your regular posts to the next level, generating measurable data from potential customers.

If you’re struggling to get your business page up and running, or you want help getting some traction and real leads from your Facebook advertising – get in touch with Likeable Lab and let’s chat about how we can help your business get growing.

~ Likeable Aimee

Aimee Young (aka Likeable Aimee) has a PR background and a penchant for Facebook Adverts. Originally from Auckland, she’s now made her life in the sunny Bay of Plenty with her husband, two kids, and ancient-and-really-pretty-but-not-so-smart Labradoodle, Baxter.

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Facebook Advertising – Why you must “Pay to Play”

A popular question we get asked here at Likeable Lab is “what time of day should I post Facebook content for it to get the most reach”?

But here’s the thing…

The time you post Facebook content does not matter much at all. How much you pay for your content to be seen does.

Yes, this means you have to “pay to play” on Facebook.

In fact, Facebook has been heading this way for years now. In 2018 you must pay for your content to be seen (unless you post cute animals, awesome recipes or people hurting themselves – these often get traction all on their own!).

When you pay for your content to be seen, say for 24-48 hours, it literally does not matter what time of day your content gets posted. Because Facebook will promote your post for the duration, to the selected audiences, whether they use Facebook at 3pm or 3am. The time the post goes live is almost irrelevant. Facebook will only show your post organically to some of your most diehard fans, who engage regularly.

The cold hard fact is that Facebook makes its money from advertising. That’s why, as a business, you have to pay to be certain your customers will see your content — even your fans and followers.

Facebook doesn’t make money by showing content to your fans, organically, for free. Sorry folks, that ship has sailed.

If you want Facebook to work for you, it is time to cough up some budget for ads.

Here are a few pointers to get started with Facebook ads and ensure your content gets seen

#1.  Install the Facebook pixel on your website

#2. Build warm audiences who have engaged with your brand before

  • Use the pixel (see point 1) to build an audience on Facebook of all those who have visited your website, and then target them with ads for your Facebook content
  • Another very useful warm audience is to target all of those who have engaged with your Facebook or Instagram pages in the last 90 days.

# 3. Build cold audiences of your target demographic

  • Unless you have a service that literally everyone locally could use, such as a plumber or a fast food shop, please don’t waste your money targeting everyone in your region.
  • Instead, get specific and target people in your area that match the interests more likely to make them a target customer for you. This will eliminate some wastage.
  • In fact, even the plumber mentioned above could target homeowners and landlords since people renting are less likely to book a plumber themselves. It just takes a bit of logic to be applied and zero in on those people worth paying to show your content to.

#4. Exclude your warm audiences from your cold audiences… and make sure that you attract new streams of people constantly

  • Now you have both warm and cold audiences set up, you can easily exclude the warms from the colds.
  • Why? Because if you don’t, Facebook will show it to the people most likely to engage with you – your warm audiences – and you will struggle to attract new people to your business
  • Spend approx 20% of your ads budget on warm, and 80% on cold audiences to keep filling the funnel

#5. While every post should be worthy of running some ads, not every post should be an “ad” in the traditional sense

  • Too cryptic? I just mean that you are paying for your content to be seen. This content could be anything. But not every post needs to be a traditional “ad” that requests an action or purchase. If all you do is sell to your audience, they will begin to ignore you.
  • You must entertain and engage them with regular content and build your warm audiences… then, they will be far more likely to take your desired action when they see an ad requesting it.

I could go on, of course, there is more to mastering ads. But this is a good start point and it is really worth getting started.

If this sounds too much like hard work and you prefer to have Likeable Lab help you to run your Facebook ads instead, get in touch!

 

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Hollie’s Top 5 tips for organic Instagram growth

Hi, I’m Hollie!

I’m passionate about Instagram marketing. Focusing on gaining real engagement and a healthy following. 

Getting Instagram right for your business can mean the difference between a bunch of “I like this content. Follow me back” spam comments and real, engaged comments and leads from your target audience.

My own business, The Honest Platter, was grown solely by using Instagram, and to this day continues to gain more than 80% of its website visits and orders from this channel alone!

Today, I want to share my top five tips to help you up your gram-game. I’ve also included a few examples from my personal experience with The Honest Platter. 

#1. Be Yourself

Instagram is the ideal way to connect with your audience and to give them a behind-the-scenes-sneak-peek into the real everyday life of your business. It is perfect for putting a face to your brand and allowing your followers to connect and relate to you.

#2. Hashtag! Hashtag! Hashtag!

You get 30 of these helpful little fellas per post, and they are your best way of being discovered on Instagram. Using them correctly is vital for follower growth.

  • Hashtagify.me is a great tool for helping you find broad hashtags that will suit your brand.  
  • The computer genius behind Instagram is smart enough to know if the copy and hashtags you have used relate to the image they are posted with. So keep them on brand and in theme to keep the almighty algorithm happy.
  • Post hashtags in the first comment of your image rather than on the photo description. This keeps your description clean and easy to read.
  • Hashtags are time sensitive. They are linked to the time the photo is posted rather than the hashtags themselves. So ensure they’re prepped and ready to go to ensure maximum visibility at the top of hashtag searches.
  • Use location hashtags such as #mountmaunganui #stkilda or #nottinghill to target locals within that area.

#3. Schedule AND Post on the Fly

Using scheduling tools can help you plan how your feed will feel and look in advance. This will free up your time and help you create a cohesive feed. My two favourites scheduling tools are schedugram and hootsuite. As well as scheduled posts, it is important to post content as and when it is happening. This will help to ensure your content is fresh, relevant and relatable.

#4. Timing Matters

With 1.2 million Instagram users in New Zealand, it is crazy to think that you’ve got to get the timing just right to get the most out of your post. The app Prime is a fantastic tool to use. It breaks down each day of the week with the times that most of your followers and audience are active to help you get the best organic engagement.

#5. Be Found with Geotags

Like hashtags, geotags can help people find you organically. Tagging smaller locations (suburbs rather than cities) will make it easier to rank in the top posts for that location and help you not get lost amongst the masses. 

 

Instagram is fast becoming the social channel of choice for many Kiwi’s and is a really fun and engaging way to connect with past, present and future customers. To ensure you’re ahead of the game, meet with us to discuss your social presence and how we can help!

 

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Social media phobia (it’s a thing)

I have a friend (yay for me).

She’s awesome. She’s outgoing, incredibly caring, always thinking about others before herself and is an all-round good egg.

She pretty much excels at most things in life but there’s one thing she can’t get to grips with.

In fact, I’m pretty sure she has a phobia about it.

Want to know what it is?

Posting content on social media for her work.

That’s right. She gets so stressed out about what to post, she ends up posting nothing at all.

And to be honest, she’s not the only one. We come across it all the time. People are…

  • Nervous that the post won’t get any likes
  • Scared about being judged on the content
  • Worried about not promoting the right thing
  • Stressed about grammar issues or typos

It’s these worries that hinder business’s social media platforms because the page is being left high and dry.

So what can you do about it?

See if any of these help.

Be real

People like authentic, real content. If you believe in what you’re promoting then that will show through on the post.

People like seeing people. Think about ditching the unengaging logo and go with posts that show real people, doing real things.

Throw ideas around

Two heads are better than one, right? Voice your ideas with someone else. They’ll be a good sounding board and give you another perspective. And once you’ve come up with the post get them to read over it to make sure it reads well with no typos.

Keep it simple

People have less patience for wordy captions. Keep your caption short and sweet (although that rule can be broken at times). Short and sweet also means less chance of grammar fails.

Use apps

If you’re having trouble with certain aspects of your content, there are heaps of apps around to help. Here’re are a couple we use on a daily basis:

  • Grammarly – It’s a simple download that highlights spelling and grammar issues in all of your online text and captions.
  • Canva is an easy to use application that lets you create custom content with pre-sized templates for all social media platforms.

Final top tips…

  • Always have your target audience in mind when you’re thinking of ideas
  • then make the post relate and engage them.
  • And before you post it — proofread it. At least twice.

Social media is meant to be fun. People are on it to discover, learn, and be motivated, so give it a go. And if you’re still a bit scared just yell out and we can help.

~ Likeable Sophie

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