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July 8, 2019Comments are off for this post.

Are you part of the podcast boom?

We get asked about ways to self-promote and spread key messaging all the time. At the moment, audio is truly a category that’s really growing and one of the best ways that people are seeing returns right now in terms of content creation is podcasting.

If 2017 was the year that the podcast came of age for many, then 2018 is where the boom happened. More content than ever is being uploaded and we are experiencing a surge in the amount of people listening in regularly. The number of weekly podcast listeners has almost doubled in five years – from 3.2m (7% of adults aged 15+) in 2013 to 5.9m (11%) in 2018.

A great example of this boom is Anchor. The platform, which has moved from simple voice to content app, to an all-encompassing podcast shop for creators really shows how simple it is to create and execute a successful podcast.

Now anyone with a laptop, some free recording software and a microphone can set their own agenda and become a podcast host. But forget the hobbyists, this is an opportunity for business and is a chance for you to really shout about what you are passionate about.

Using platforms such as Anchor to create and track your thoughtful, insightful messages is just the tip of the iceberg. Want to start podcasting effectively?

Here are some tips:

● Be unique: Make the podcast you create stand out. Is your industry considered a traditional and serious one? Why not inject some less serious content into the mix? Is there a figurehead for your sector?
● Consume: Listen to as many varied podcasts as possible, seek out what you feel makes them special. If you appreciate the irreverent style of a comedy podcast crossed with the no-nonsense advice of a business-geared show, why not see if you combine your influences to create something truly unique?

● Prepare: When starting off, it’s often said that it’s best to have at least ten episodes ready before you publish your debut episode and to make sure they are your best work. Often a listener will only subscribe or keep coming back if their first impression is good. Get these edited, mastered and presented properly from the start.

● Schedule: The key also, is to remain consistent. Too often we see podcasts begin, only to fade quickly due to irregular publishing times or dates. Make a plan and stick to it, regular listeners appreciate a timely update, so be there when they expect you.

● Persevere: In terms of audience, don’t expect an overnight success. Your style, content and delivery will evolve and improve as you publish more and more episodes. Some of the most successful podcasts had to grind for dozens of episodes before they saw any traction.

● Collaborate: Don’t go it alone, consider at least the odd episode with guests or interviews. This will make your message less one-sided and will force you to think on your feet. There’s nothing worse than a scripted, dull podcast. Also, try and guest on other people’s episodes, sharing audiences is advantageous for both parties.

Overall, podcasts are a way into a new audience you might not have considered before. The world really is your oyster in this respect. It really should be part of your overall content strategy, reflect your video, blog and PR content to really make an impact.

Distract’s podcast ‘Ask Distract’, is currently on its 8th episode and discusses everything digital marketing on a weekly basis. Have a listen on Spotify, Apple Podcasts and online: visit this page to access.

January 25, 2017Comments are off for this post.

Snapchat Introduces New Targeting Options, and They’re Not What You Were Expecting

Social media advertising is increasingly becoming the lifeblood of digital marketing. This is because the level to which marketers can target people on Facebook and other platforms is further advanced than any other form of marketing. Consequently, the pressure is on Snapchat, whose CEO previously pledged that they will not embrace ‘creepy’ forms of advert targeting, to introduce targeted ads, and move away from the blanket ad spots that we’re used to seeing whilst browsing our friends’ stories.

Snapchat has just announced that its new targeting options will focus on buying data from a third party in order to create 100 customer profiles that marketers can target with adverts. These profiles include “men’s clothing shopper” and “cosmetics shopper”, which doesn’t sound like the level of targeting we’ve come to know and love over the road at Facebook; however we’re interested in seeing how these pan out.

This announcement follows the September update which featured ‘Snap Audience Match’, which works in a similar way to Facebook custom audience imports from Mailchimp. Brands are able to upload lists of email addresses and Snapchat matches them to users.

The key difference that is raising eye brows with this latest announcement is the fact that Snapchat are using third party data to aid targeting, rather than their own data. However, this isn’t a new concept. In fact, Facebook is one of the biggest buyers of data in the world, but it is Snapchat’s decision to start offering more targeted advertising (an apparent U-turn on the CEO’s pledge) which is attracting attention.

Analysis

Snapchat’s U-turn on their stance on ‘creepy’ advert targeting is a surprise, but not necessarily a bad surprise. In a social environment that is increasingly succumbing to advertising, we are all going to be hit with ads in one way or another, so surely it would benefit everyone if they were ads for things that we are actually interested in?

What also is surprising about Snapchat’s move, is that these new customer profiles, are not particularly targeted – which seemingly defeats the point. 100 different profiles sounds like a lot, but take ‘car shopper’ for example. A VW car shopper is an entirely different targeting demographic to a Mercedes car shopper. These tools don’t give us much more scope than the blanket campaigns we’re used to seeing on the app for things with wide appeal like movies and phone contracts.

On one side, you’ve got privacy-conscious Snapchat users who probably don’t want the company buying and storing information about their buying habits. Then on the other side, you have shareholders driving demand for more revenue, and better targeting tools for marketers to make the app a more attractive platform to advertise on. This solution appears to meet every party in the middle!

The new ads are set to launch in March, so prepare to ads you are slightly more interested in on Snapchat!

January 5, 2017Comments are off for this post.

Why Your Business Needs to Use Facebook Advertising – and How to Get Started 

Does your business use Facebook advertising? If not, it should be. Facebook adverts are amongst the most targeted, flexible and targeted advert formats around, and you’d be a fool not to get involved, especially with the huge and measurable potential ROIs.

If you’re thinking about not using Facebook advertising because it isn’t ‘right’ for your business, I ask you this; do you think your customers stop thinking about their business/responsibilities when they get their phone out to check their news feed?

People believe that customers lives are made up of several separate head spaces (work, parenting, self fulfilment), and while one single consumer has many roles, and therefore many needs – they operate in the same head space for every hour they are awake.

For example; you sell printers, and your customers are small business owners. The small business owner is also many other things, so when he comes home and looks at his Facebook, sees your ad for a printer, does he think ‘I’m not at work, so I don’t think about work needs?’ No, he doesn’t – he’ll clicks on the ad!

Businesses need to understand that business decision makers do actively use Facebook, and therefore, by not using Facebook, you’re missing out on a huge marketing opportunity.

So you’ve decided that you want to join the Facebook advertising conga line – good choice. Now to get started! Here’s 3 things you can do to get your Facebook advertising ball rolling.

Build a remarketing list

Add a Facebook Pixel to your website to begin collecting an audience of people who have visited your website. Encouraging people back to your website will increase the amount of leads coming to your business:

Upload your database as a custom audience

They say it costs 6 times more to gain a new customer than keep a current one. If you already have a database that you have been emailing, you can sync that list with Facebook through Mailchimp. It’s super easy and quick to do. This gives you an audience of people to upsell and resell to.

Use your customer base to make a lookalike audience

Using your customer base to form a lookalike audience is a great way to generate new leads. Facebook uses the credentials of your current customers to find similar people that might also be interested, using range of metrics. This gives you a new audience, without you having to delve into a detailed targeting strategy. Handy!

November 15, 2016Comments are off for this post.

Instagram Adds Vertical Video Ad Formats

We test multiple advertising creatives all the time to see what is providing the best return for our clients. Most recently we have seen a large increase in the use of, and success with portrait video. This is likely due to the reason that 1 billion of the 1.8 billion active monthly users on Facebook only use Facebook on their mobile: portrait video content takes up more of the screen, meaning it is more engaging and immersive.

Facebook have clearly realised this and dragged the format across to their Instagram platform. "Advertisers will now be able to advertise on Instagram using a vertical video and image format up to 4:5 in aspect ratio". This allows advertisers to really make use of the creative aspect that video allows; beneficial for a platform that we predict big things for in 2017. These continued changes will likely ensure the platform's future success; keeping advertisers and users happy.

wersm instagram ad vertical - Instagram Adds Vertical Video Ad Formats

It is clear, that portrait video ads are the way forward with brands like Mulberry, Guaraná Antarctica and LG USA are already using the new format.

December 8, 2015Comments are off for this post.

How to use YouTube effectively for Marketing

YouTube has a lot to offer you as a marketing platform so you should be making the most of it. It is the second largest search engine in the world as well as having over a billion users, just to put that figure in perspective that is a third of all internet users.

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December 8, 2015Comments are off for this post.

Building relationships on social media isn’t as virtual as it sounds

While it will never be possible to be in two or more places at once, social media does justice to creating the appearance of it. This quality makes you more accessible to your audience that will, in turn, form closer and more meaningful relationships.

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November 17, 2015Comments are off for this post.

‘Social Signals’ and their effect on your search rankings

The term ‘social signals’ has almost been talked about to death, it has been used and abused by social marketers. As a result there are now massive misconceptions about the true meaning of the term. Social signals are able to have massive positive impacts on your site’s organic search rankings so it is important for you to stick with it.

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November 2, 2015Comments are off for this post.

7 key ways to increase blog shares through Twitter

While it is widely acknowledged that the more shares you get, the more views your blog will get, those Twitter shares can be hard to come by. There are, however, some things that you can do to increase the chances of being shared.

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October 21, 2015Comments are off for this post.

Facebook plans to take on Youtube

Major social media platform, Facebook, is preparing to battle head to head with video forum, Youtube. Facebook is currently running tests for its new video section that will be available on both a mobile app and web.

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October 16, 2015Comments are off for this post.

How can my website become an ‘Authority Website’?

One of the primary things you should be striving towards with your brand website is status as an authority site. Simply put, an authority website is one that users trust as well as industry experts and search engines.

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