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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.

December 15, 2017Comments are off for this post.

How to choose the perfect campaign objective

Facebook offers 12 different objectives at Campaign level, choosing the right one is vital to the success of your campaign, as each one has different delivery and bidding options. Once the campaign is built the objective cannot be changed.

The Campaign Objectives are broken down into 3 main marketing objectives, Awareness, Consideration and Conversion, the objective that you choose should fall within the category that is closest to your current advertising goals.

  • Awareness: generating interest in your product or service.
  • Consideration: Get people to start thinking about your business and seeking more information about the products and services that you offer.
  • Conversions: Encouraging those who have an interest in your business to purchase the product or service that you are offering.

Advert Objectives are as follows;

  1. Brand awareness -Local awareness
  2. Reach
  3. Traffic Post
  4. Engagement
  5. Page likes
  6. Event responses
  7. App installs
  8. Video views
  9. Lead generation
  10. Conversions
  11. Product catalog sales
  12. Store visits

When to choose the Awareness objectives?

Typically, awareness campaigns will have the lowest cost per impression. ‘Brand awareness’ objective is most commonly used when the aim of the campaign is for more people to see your brand, this works best when you require no action from the audience such as a link click.

The ‘Reach’ objective is more useful if your goal is to reach the maximum number of audience members at a high frequency, over a short period of time. For example, when promoting limited-time offers or when creating remarketing campaigns.

With the ‘Reach’ campaign objective, Facebook will optimize for the highest number of possible impressions, with no consideration of clicks and actions taken by the people who see your ads.

When to choose the Consideration objectives?

‘Traffic’ ads work best when the aim of the campaign is to lead people away from Facebook to your website or blog, but ask for no specific actions from them. For example, if you’d like more people to read a blog, article or case study.

If you are running a Facebook competition, it is most likely ‘Post Engagement” objective that you will need, Facebook will show your ads to people who are the most likely to like, share, and comment on your post at the lowest possible cost.

‘Page likes’ is a relatively self-explanatory objective if you wish to get more Facebook page likes and new fans. However, it is not a campaign objective that we would recommend, as page likes on their own hold little value, with organic ads rarely reaching all of your page likes audience, your ad spend would be better spent on other objectives.

If you’re interested in getting more people to download and use your app, Facebook App Install ads are one of the best ways to do it.

Video content is by far the best content for use on social media ‘Video Views’ ads are a great way to utilise this content for maximum effect. It is a great way to target a new outbound audience as Facebook then allows you to remarket to people who have engaged with or watched a percentage of your video with a campaign that encourages them to buy.

Facebook Lead Ads are the most effective way of getting people to give you their contact details in exchange for downloadable content. Instead of sending users to your website, a lead form pops up which allows you to collect information like names, emails, phone numbers, this often get a better response than redirecting people away from Facebook.

When to choose “Conversion” objectives?

Unlike other campaign objectives, conversion campaigns do require you to have a pixel on your website so Facebook can use insights to properly optimize the campaign to achieve conversions, and also when sales occur attribute them accordingly.

“Conversions” is by far the campaign objective that we as an agency use the most, as it is optimized to deliver you new leads or purchases. Conversion ads are aimed to increase sales, sign-ups, purchases or other desired actions on your website.

Product catalogue sales are designed for e-commerce advertisers that sell a variety of products and frequently update their product catalogues. You can also use this objective when creating remarketing campaigns targeting your online store visitors, retargeting them with the specific products that they have been browsing.

If you have a physical store that you’d like more people to visit, try the “Store visits” campaign objective. You’ll be able to reach people around your business, just like with the Local Awareness ads, but include additional information.

Why we have switched to conversion campaigns

Conversion campaigns deliver a much cheaper cost per click than traffic campaigns, as you set what is considered a ‘conversion’ so you can set a page view as a conversion, unlike traffic adverts Facebook delivers conversion advert to those who are likely to convert rather than just delivering to people who like to click on adverts for this reason we have switched almost entirely to conversion ads where we once would have optimised for traffic.

August 23, 2017Comments are off for this post.

Remarketing from video views: Facebook’s best kept secret

A lot of time and effort is put into generating business leads: whether that be through your website or paid marketing. All of this time and effort gets invested, only for the phone or doorbell to ring just before the user converts to a sale. When these leads fail to convert it can seem like a waste of time and energy. This is where Facebook remarketing comes in!

Remarketing on Facebook not only allows you to keep advertising to individuals even if they have left your website, but even after they view your advert. As I am sure you are aware, people will rarely buy from a brand the first time they see an advertisement or visit the website. However, if they watch the duration of the advert, or repeatedly visit the website, we can gauge from this that they have an interest in the brand or product.

As most people are aware, that through the use of Facebooks pixel you can remarket to those who have visited your website, but what most people do not know is that you can also remarket to those who have taken the time to watch your brand's videos on the platform. It has already been proven that video content is a powerful tool in social media marketing; with the results speaking for themselves. According to Adobe, people who watch a video are 1.8 times more likely to buy from a brand. We can assume that if someone takes the time to watch 75% or more of your content, then they have an invested interest in what you are trying to say.

Here is a guide on how to set-up a basic sequence remarketing for a video views campaign. For anything more advanced (product specific), or if you are confused at any point, email our team on hello@chattyimp.com, and we will be happy to advise.

Firstly, to retarget video viewers on Facebook you will need to already have a video up on your Page or in a dark post in Adverts Manager that you would like to remarket from. To create your audience, go into Business Manager and select the Audiences tab and Create Audience. Select custom audience from the drop-down menu, Engagement, then Video.

Picture1 - Remarketing from video views: Facebook's best kept secretPicture2 - Remarketing from video views: Facebook's best kept secret
You'll then have the option to select the video that you would like to target from and the criteria that will need to be met in order for a user to be included in the audience. Tip - If someone has watched upwards of 50% they are likely to be a good lead.

Picture3 - Remarketing from video views: Facebook's best kept secret

 

A good idea is to create two custom audiences to retarget to; one of hot leads made up of those who have watched 75%+ (you may want to exclude those who have already converted), and one of warm leads who have watched 25-50%.
One idea to nurture your warm group of leads is to re-show them the video (or other related content) and they can only enter the next step of the funnel once they view 50% or more of the video. Alternatively, your hot leads are the most interested group, and therefore should be remarketed to with a direct call to action/an offer to attract their attention and convert.

April 26, 2017Comments are off for this post.

How to Generate Real Leads through Social Media

You wouldn’t be the first to think that your business “isn’t right for social media”, but having this attitude could not only be leaving you behind in terms of brand exposure, but you could also be missing out on real leads.

Part of the thinking behind the opinion that businesses don’t ‘need’ to be actively using social media is that it isn’t possible to generate leads through the social sphere, and if you’re posting the same things as everyone else, instead of adding value for your customers, then you are probably right.

However, with a little creativity and a carefully thought out flow, we’ve sold thousands of products, and generated hundreds of leads for Estate Agents, Manufacturers, Accountants, Solicitors and loads more. Want to know how? Read on…

The biggest mistake that businesses make when attempting lead generation on social media is asking for the sale straight away. Let’s turn things around - It’s rare that you’ll meet someone in person and try to sell to them straight away, without first developing a mutual relationship with them, so why try it and expect it to work on social media? It comes back to the big ‘V’… value. Add value for your customers and the sale will follow naturally.

Have you considered giving away something for free? (and no, your free hour-long consultation doesn’t count). Short eBooks that solve real problems and sample packs of your product are a great place to start. Use social to drive relevant traffic to your lead page, and capture their data to then go into a lead-warming flow. The worst case is that they visit your lead page, do not download your eBook/sample pack, and can then be remarketed to for up to 365 days.

Believe us, we’ve seen eBooks turn into meetings, and then into huge contracts.

Lead generation in the digital space has never been so crucial, yet accessible to businesses. So what’s the takeaway here? Give away something of value to potential leads in exchange for their data, use social media to draw in the leads, and then follow those leads up with a planned, carefully considered marketing flow. Why are we telling you this? Because we are experts in this field and we spend every day building successful and innovative campaigns and strategy for our clients. Oh, and we really like to add value.

March 8, 2017Comments are off for this post.

How to Scale Your Facebook Ads to Maximise Your Return on Investment

It is a little known fact that Facebook adverts are not evergreen. They have a lifecycle of assent, saturation and decline. One technique we use to get the most out of Facebook ads for our clients is scaling. This involves constantly analysing the performance breakdown of your ads and cutting off the targeting properties that aren’t performing well; resulting in an advert that is hitting the right gender, age group, placement, platform, device, and several other properties, to ensure as little ad spend is wasted as possible. Want to learn how a Social Media agency scales their ads? Here’s how:

The place to start is by running what we call a ‘Test Ad’. Test ads are adverts with generic targeting, scheduling and placement, and are designed to act as a feeler for the market, to test what they are most reciprocal to. Test ads should have a daily budget of between £10-£30 on auto-bidding, and should be allowed to run for at least 3 days. This will give the ads enough time to attract enough attention to show a pattern for you to scale from.

If your advert is producing a return on investment or gaining significant traction after the first 3 days; whether that is in the form of eBook downloads, purchases or link clicks, then go into your ads manager and select ‘Breakdown’ and click ‘Placements’. If one placement (right column, news feed etc.) is performing considerably better than the others, then duplicate the advert set but only have the successful placement selected. Complete the same process for the device (mobile, desktop) too.

Then comes the slightly tricky part. To scale effectively, you’ll need to switch to manual bidding, which is something that we find a lot of businesses are yet to fully understand. Take the cost per conversion (eBook download, purchase, view content etc.) and times it by 100. That is your daily budget.

Then take the cost per conversion again, and half it. That is your initial manual bid. Then monitor your advert every couple of hours. If it is spending money, then let it run, unless the cost per conversion is too high. If it is not spending money, then up the bid by 10% until it begins to spend money.

This will result in an incredibly efficient advert, which will only spend if it is delivering results. Although it is a little technical, don’t be afraid to give scaling a try – and you can always drop me an email on tom@chattyimp.com if you’d like any further advice!

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!

October 25, 2016Comments are off for this post.

What we’ve learnt: Facebook Messenger adverts

Facebook's advertising product is constantly changing. As a team of social media experts, keeping up with the multiple daily changes that social networks release is one of the more challenging parts of our job! When a new functionality comes out, we also soft test it to see what potential it has for our clients. If it works well and we see that it will improve Return On Investment for our clients, we will then roll it out across the clients it is suited to.

This is exactly what has happened with Facebook Messenger adverts; these allow you to advertise to your target market telling them to message you on Facebook (via your Page). This works perfectly for our clients, as we respond to all their incoming customer enquiries in less than 5 minutes.

One key thing to always think about when it comes to advertising, is the copy of advert you show, and to whom you show it; as to be an effective communication, it has to be relative the audience. Therefore, randomly popping up with a "Message us" advert might not make much sense, however, this does, of course, depend on your type of product/service. What we found was that the best ROI was from the audience who already knew of our existence.

For the core of this trial we utilised Facebook Remarketing, and showed an advert to everyone who had been on our website in the last 180 days, giving them the option to message us via Facebook. This clever technique allows those who have been on our website and then left, to have any queries they may have had answered by a member of the team.

The value of speaking to a consumer who has already shown interest in your product/service is extremely powerful, and shouldn't be overlooked. By sieving your audience down to only those who know of your business will help reduce the cost of advertising, and increase the rate of enquiries.

If you have any questions about this, please message us by clicking here!

September 20, 2016Comments are off for this post.

What are your Twitter customer service times?

Twitter have just introduced a new update which allows businesses to show that they offer customer service on their profile. It is likely that they have done this for two main reasons; firstly, to promote the businesses that utilise Twitter as a customer service portal, but also to help speed up the process for customers and brands wanting to communicate with each other.

Read more

August 5, 2016Comments are off for this post.

How to use Instagram Stories

Instagram made a pretty big move when they released their new feature; Instagram Stories. Essentially they aimed to grab Snapchat's users and increase the average amount of time spent people spent using their platform. We wrote about this briefly as soon as it launched. You can check it out here!

So, now Instagram Stories has been released; how do you use it? 

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