5 Reasons to Hire a Pro to Manage your Facebook Page

Let’s be honest, the popularity of Facebook can’t be denied. Year after year its number of active users continues to grow, and in the last two years alone there’s been a huge spike in these numbers. Currently, there are more than 1.86 billion monthly active users. Imagine the resources this offers a brand or business! Not only is it important to consider the possibilities Facebook can offer your company, it’s also crucial to understand how to approach the platform as well as the best ways to implement social media into your marketing plan. This is why hiring a pro to manage your Facebook Page is necessary if you’re trying to create an excellent first impression.

Curious about working with an expert? Here are the top 5 reasons why you should!

1- A pro will help manage your goals

When it comes to social media marketing, one of the most complicated aspects is often about knowing how to approach it: where do you begin? This is why working with a pro is essential! They’ll offer a structured and goal-driven strategy for you to approach Facebook marketing.

An expert can help to create an entirely new strategy or improve on an old one that’s better related to your specific marketplace. Goals set by your business need to be realistic. On Facebook, many businesses without social media marketing experience may privilege metrics such as Likes and Follows. However, these are simply in vain. Any pro will know that a well-rounded social media marketing plan will involve setting goals and properly tracking areas that need improvement. Creating a social media strategy in 2018 will include addressing some of the following areas: increasing your quality of sales, having a better idea of the industry you’re working within, smarter growth and finding ways to add more value to your business. An expert will be able to understand what this entails and apply to your brand!

2- Understanding Facebook demographics

For the novice, understanding Facebook demographics can be tricky. Since there are so many users on the platform, it can be hard to determine where to focus your efforts. Luckily, working with a pro will offer a strategic approach to both understanding and making the most of these numbers. Core Facebook demographics are broken down into categories that include age, gender, location and income. An expert will help you to analyze the information and offer insight into ways to gain better reach and visibility within your target audience. Facebook offers better reaching power than many other social media platforms and a pro will know how best to harness these possibilities as well as the correct ways to explore your core business demographics.

3- Post scheduling

Facebook offers endless opportunities when it comes to the type of content you can post, and this includes status updates, images, videos as well as live, real-time interaction. With all the various options, building a content strategy that’s best for your brand can take on many forms. A pro will understand that both the quality of your content as well as when it’s shared is paramount to how it’s received, regardless of its form. Oversharing as well as over-promoting can have some major drawbacks. A pro will help you craft compelling, engaging and thought-provoking content while also understanding when your specific market will be most receptive. Facebook post scheduling is an extremely useful tool, allowing you to post at the most opportune times and craft a niche unique to your business. When it comes to post scheduling, an expert will know how to properly create an organic following as well as strategies to grow and move forward.

4- Advertisements

Although having a strategy in place to reach followers organically is important, every pro will know that carefully placed advertisements are a necessary part of a well-rounded Facebook marketing strategy. Advertisements are especially important because organic reach on Facebook has significantly dropped since 2016. An expert will use advertising to grow both audience and brand loyalty. Advertising on Facebook is cost-effective, and pros will know how to get the most bang-for-your-buck! They’ll be able to help you keep ad content fresh and exciting but just niche enough to be useful to your target audience. This will include analyzing click-through rate data and impressions, and finding ways to improve upon them.

5- Engagement

Last but not least, an expert will know how to approach conversation and engagement from both a strategic as well as a humanistic standpoint. Remember, Facebook is a social network and thus, the platform is built on networking, conversing and sharing. A pro can help you to understand the best ways to openly engage with your audience. This will include strategies to create and build a community around your brand, as well as interacting with and responding to comments, questions and so forth.

Working with a pro can take the edge off approaching Facebook business marketing, so why not go for it?

Author: Amanda Harvey

Bio:Amanda Harvey is a content writer at B2BQuotes.com, a company that connects companies and web marketing service providers.

 

Sources:

http://mopr.ca/category/pr-musings/

https://blog.hubspot.com/marketing/facebook-organic-reach-declining

https://sproutsocial.com/insights/facebook-marketing-strategy/

Canadian Marketing Association & Ipsos Launch the 2017 Digital Marketing Pulse Survey

Latest Survey Provides Insights in Shifts in Marketing Spend in 2017

The Canadian Marketing Association (CMA) is pleased to launch, in partnership with Ipsos, the 2017 Digital Marketing Pulse Survey. In this latest edition, we consider familiarity and usage across 14 tactical Digital Marketing functions. The Survey provides insights on shifts in marketing spend and views of evolving trends, as seen through the eyes of Marketers and Agencies in Canada.

“Digital Marketing continues to evolve and the marketing profession should be aware of the significant trends, consumer perceptions and best practices that come with this evolution,” said Tim Bishop, Vice President, Marketing & Member Engagement at CMA. The lead on this study for eleven years, Steve Levy, Chief Operating Officer, Ipsos, makes the point that “The Digital Marketing Pulse Survey, the only research of its kind in Canada, provides both historical and future-forward research that considers fundamental aspects of the Digital Marketing landscape.”

Key insights from the survey include:

Spending: The marketing community in Canada continues to express a sentiment of allocating traditional media dollars (especially print) to digital marketing channels – Social (71% NET increase), Online (62% NET increase), and Mobile (60% NET increase).
Digital marketing is complex: With new platforms, techniques and strategies introduced each year… The need for education in the digital space remains critical.

Agency Status: Marketers rely on specialized Agencies for their expertise (Programmatic Marketing, Video Syndication, Wearable Technology). Other components that are more mature (E-mail Marketing, Social Network Marketing, Customer Facing website) are increasingly taken in-house while cost is likely the driving force behind this trend. It also allows forward thinking Marketers to have more control in the creation of content and execution.

Quebec Matters of Fact

This video was made in 1991 so the data in it is a bit dated, however, the premise is still valid. That is, to understand the subtleties of the Québec market you have to have lived here.

Facebook Watch: a new platform for shows on Facebook

Sometimes I get the urge of going out on a limb and predict that a certain tool will be a fantastic addition to the Public relations tool box. Facebook TV has great potential for all PR pros because of its focus on catering to communities and fan base. I think of it as semi-passive video viewing. Done well, this will enable a deeper and richer interaction with a community.

Announcement details

Today Facebook is introducing Watch, a new platform for shows on Facebook. Watch will be available on mobile, on desktop and laptop, and in Facebook’s TV apps. Shows are made up of episodes — live or recorded — and follow a theme or storyline. To help keep up with the shows you follow, Watch has a Watchlist so you never miss out on the latest episodes.

Watch is personalized to help you discover new shows, organized around what your friends and communities are watching. For example, you’ll find sections like “Most Talked About,” which highlights shows that spark conversation, “What’s Making People Laugh,” which includes shows where many people have used the “Haha” reaction, and “What Friends Are Watching,” which helps you connect with friends about shows they too are following.

Facebook has learned from Live that people’s comments and reactions to a video are often as much a part of the experience as the video itself. So when someone watches a show, one can see comments and connect with friends and other viewers while watching, or participate in a dedicated Facebook Group for the show.

A Platform for Shows

Watch is a platform for all creators and publishers to find an audience, build a community of passionate fans, and earn money for their work. Facebook thinks a wide variety of Facebook shows can be successful, particularly:

  • Shows that engage fans and community. Nas Daily publishes a daily show where he makes videos together with his fans from around the world. The Watchlist makes it easy for fans to catch every day’s new episode.
  • Live shows that connect directly with fans. Gabby Bernstein, a New York Times bestselling author, motivational speaker, and life coach, uses a combination of recorded and live episodes to connect with her fans and answer questions in real time.
  • Shows that follow a narrative arc or have a consistent theme. Tastemade’s Kitchen Little is a funny show about kids who watch a how-to video of a recipe, then instruct professional chefs on how to make it. Each episode features a new child, a new chef, and a new recipe. Unsurprisingly, the food doesn’t always turn out as expected.
  • Live events that bring communities together. Major League Baseball is broadcasting a game a week on Facebook, enabling people to watch live baseball while connecting with friends and fellow fans on the platform.

Watch will be home to a wide range of shows, from reality to comedy to live sports. To help inspire creators and seed the ecosystem, Facebook also funded some shows that are examples of community-oriented and episodic video series. For example, Returning the Favor is a series hosted by Mike Rowe where he finds people doing something extraordinary for their community, tells the world about it, and in turn does something extraordinary for them. Candidates are nominated by Mike’s fans on Facebook.

Facebook is excited to see how creators and publishers will use shows to connect with their fans and community. You can learn more about making shows on our Media blog.

At the beginning, Watch will be available to a limited group of people in the U.S. and plans are to bring the experience to more people soon. Similarly,  Shows will be opened up to a limited group of creators and plan to roll out to all soon.

7 Ways Public Relations Can Help Your Business and ROI

Well, there is bound to be uncertainties when you don’t fully comprehend what Public Relations can actually do for your business.

So here are 7 ways a Public Relations agency can boost your business growth and set you onto the path of success.

1- Use the trust factor

When a consumer comes across an advertisement, they are constantly aware that the business is trying to sell its products and will use any means necessary. But on the other hand, when they read a positive review of a product in a leading newspaper, then they are likely to accept it. That’s the advantage Public Relations holds – the benefit of third party coverage.

This kind of third-party endorsement gives PR agencies an upper hand to convey stories that are deemed credible by the audience. Using this trust factor, a business can get its message across in a way that gets accepted.

2- Say your Story

When there is no one talking about your business, you risk someone else forming a false identity. And a bad reputation means no business at all.

With an experienced PR agency, you can bring your unique story and build a strong brand identity. With a strong brand image, you can rise above the clutter and make your presence felt.

Continuous engagement, conscious social responsibility, and effective promotions can help build a favorable brand identity and allow you to connect with your audience easily.

3- Achieve more with less

A full-fledged PR campaign can be executed with just a portion of an Advertising budget. PR agencies with their experience know how to garner more results within a limited budget. Also in some cases, the media coverage received for your business may also be free. But this comes with continuous effort in building media relations.

Most small and medium-sized businesses have also noticed a significant increase in brand reputation and customer engagement when they apply public relations to their marketing plan.

4- The Internet effect

Apart from using the traditional media, PR agencies rely upon bloggers, influencers, and social media to promote the business. The internet is the most powerful marketing tool in today’s world. And with promotions happening every second, public relations can really cement your message by bringing in the credibility factor.

Also, when news articles and press releases on your business appear on the search engine, it helps in directing your audience to the website.

5- Build a bankable image

When leading media channels favor you in their news, it helps in projecting your business in good light. It shows that your organization means serious business, is creating waves and is bankable.

This factor can help you gain investors and potential clients.

6- Continuous effort for a long-time result

PR strategies bear fruit long after the campaign is over.

Public Relations aim to build a strong brand image by strengthening relations with the audience, media, and investors. This cultivates goodwill, which can be hugely beneficial in the long run.

7- Most important metric in PR: Branded non-negative search

What is branded non-negative search? It’s any search traffic our company website earns from brand search terms that isn’t negative.

For example, “Adidas” would be a branded non-negative search. The brand name is in the search. Other examples of branded non-negative search would be things like “Adidas shoe reviews” or “Adidas equipment“, individual product brands within a company that are important enough to our audience that they search for them by name.

“Acme Widgets CEO arrested” would be a branded search, but it’s obviously negative. So would “Acme Widgets defective product” or “Acme Widgets returns policy” – these are searches with negative sentiment attached to them, a sign that something’s gone wrong. We should track them and refer them to the respective departments in our company to address. Sources include: 

What Makes Things Cool? – Raymond Loewy

Although trends might seem completely random, there are well-documented patterns to what becomes popular. A 20th-century industrial designer, who created some of America’s most iconic looks, developed a theory of coolness that has been backed up by various scientific studies. Derek Thompson, senior editor at The Atlantic, explains the science behind why we like what we like.

Authors: Derek Thompson, Nic Pollock, Alice Roth

 

Byron Sharp – The Science of Marketing

A classic well worth listening again.

Interesting in marketing? Byron Sharp draws on years of research at the University of South Australia and his marketing knowledge to answer questions and dispel common misconceptions about brand growth, competition, loyalty, advertising and price promotions.

How to Craft a Public Relations Pitch to drive results: 5 steps public relations formula

Public relations are your secret weapon for increasing your website’s search engine optimization.

Yet, it is the most undervalued tactics by marketing professionals.

There are 2 main reasons why:

1. Many people struggle to write a public relations pitch that stand out in a reporter’s inbox or piques an editor’s interest enough to even reply.

2. And then, most people do not know what to do with the ensuing covering to make it worth their efforts.

But those 2 obstacles can be easily overcome by putting in place a plan to seed and nurture a public relations campaign, and by then maximizing the results.

In helping out many clients, we have come to a formula that works incredibly well to increase SEO results from any public relations campaign.

5 steps public relations formula

1. Begin with your priority keywords.

2. Identify media outlets that rank well for your keywords.

3. Create top quality owned content relating to your keywords.

4. Craft your own pitch, to show your thought leadership.

5. Optimize your articles with anchor text.

Begin with Your Precedence Key Words

Use the keywords that you are focusing on for your company as a starting point to turn them in a statement which can be used as a headline to get a high-level bit of content. Use the Google Keyword Planner or another keyword research tool to make sure your headline reflects a phrase for which people are searching, and will work for the rest of this process.

Once you’ve refined 10 keyword phrases you want to focus your content around, you’re ready to move on to the second step.

Identify Top Media Outlets Covering Your Subject

Using a Google search, look-up your keyword phrases and find which high-traffic websites and media sites your crowd visits.

Those websites are where you need to earn links from to raise your domain name power and to drive qualified visitors to your website.

To prioritize your media outlets, use tools like Moz toolbar to obtain each site’s domain authority.

You will want to focus on obtaining links back to your website from domains with higher authority than yours.

Plan a Content Strategy

Here, the goal is to make sure your earned media ties into your owned content

In order to do so, your content needs to live on your company blog. In our experience, it is best to write two to three blog posts on your primary keyword phrase (like for example: How to build a Media Contact list.)

For each of the blog posts, identify three contributed content ideas to pitch to publications, and three to pitch to blogs.

For each of the identified blogs or media outlets, you will pitch an idea related to one of the topics you included in your content for publication on your company blog.

These are broad topics that correspond to the “media contact” keyword phrase.

Once you’ve completed your media relations outreach, you will have six higher domain websites pointing back to content on your blog.

Craft a Private Pitch

To craft a personal pitch you’ll need to have spent some time building relationships with the reporters or bloggers you want to reach.

You can use any social listening tool to identify the influencers. You’ll want to interact with them on social media and amplify their content.

That way, when you are ready to pitch, your name will be familiar to them.

You’ll also have a much better idea of their beat and preferences.

If you haven’t done this yet, or don’t have time to do this, there are other tools like media match that does the work automatically. You feed the app any topic and it finds the relevant reporters and bloggers according to your query with samples of their writing.

Tip: In crafting your pitch, briefly outline who you are and cite your owned content as examples of your expertise and prior take on the topic. Note that you’ve seen a specific piece of content on a related topic, and would like to pitch them on your topic.

Every day, journalists receive an inbox full of pitches from people they don’t know, on topics they don’t cover. Spending the time to individually craft each pitch—instead of writing a generic pitch and spamming it out to your entire media list—will stand out.

Optimize Your Content

Once you receive coverage for your pitch or publication of your contributed content, you’ll want to include a link back to your website from a relevant anchor text.

By including this link to your site, not only will you begin to see an improvement in your domain authority over time, you now have something concrete to measure.

Branding in the digital age Social

PR can help learn about your customer

Social media makes it more important than ever to get the branding fundamentals right. Here’s a great testament of how successful Virgin Atlantic’s Facebook page is true to its brand values. The most read section of the Facebook page includes tips from crew members: communication that comes across as honest, caring and informal.

Companies that succeed on the social scene only revise the marketing playbook and do not look to rewrite it. While exploiting social media opportunities they keep focused on meeting customers’ needs.

Here are 4 basics brands should be delivering on social media:

. Offering and communicating a clear customer promise

. Building trust by delivering on it

. Continually improve on the promise

. Innovating beyond the familiar

Also, companies should focus on gaining customer insights rather than trying to sell. It is the best way to capitalize on the media’s speed and reach while protecting the brand’s reputation.

And it is always good to remember that the holy grail of social media (engagement) revolves around conversations that are usually unstructured and moderated by the participants themselves. People join in freely because they enjoy and learn from the discussion. Your company can to some extent influence the conversation but only if you are accepted by the other participants. Needless to say, the people executing the social media strategy should be at home with the social media culture as well as possessing a great knowledge of the brand values.

– Gaven Dumont

What Public Relations can learn from Transmedia storytelling

Public Relations needs to adjust to survive.

For those not familiar with the expression, «Transmedia storytelling» I’ll refer to my favorite explanation found in Henry Jenkins book: Convergence Culture. Jenkins describes transmedia storytelling as «storytelling across multiple forms of media with each element making distinctive contributions to a fan’s understanding of the story world. By using different media formats, transmedia creates “entry points” through which consumers can become immersed in a story world.» In the Public Relations universe, efforts have been made to harness the digital word or the social media scene with new iterations of the proverbial press release generally called «Social Media Release». This social release adds multimedia elements and makes it easier to share information on Twitter and Facebook amongst others. But the delivery of the news itself hasn’t evolved. It is still a written text of about 600 to 800 words accompanied with images, links, and videos. In other words, it has only been slightly adapted for the digital realm without taking into account how people use the web to share the news and the strength of various social media platforms. Hence, I would suggest that Transmedia storytelling can teach Public Relations professionals new and more effective ways to reach bloggers and the social crowd.

Offering different entry points to a story that best suits the media needs to be in the PR toolbox.

– Gaven Dumont