Fletch Digital https://fletchdigital.com.au/ Social Media Marketing Thu, 15 Feb 2024 05:55:03 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://fletchdigital.com.au/wp-content/uploads/2022/03/cropped-fd_favicon_green_512-32x32.gif Fletch Digital https://fletchdigital.com.au/ 32 32 The 7-Step Guide to Calculating Your Perfect Google Ads Budget https://fletchdigital.com.au/blog/the-7-step-guide-to-calculating-your-perfect-google-ads-budget/ https://fletchdigital.com.au/blog/the-7-step-guide-to-calculating-your-perfect-google-ads-budget/#respond Thu, 15 Feb 2024 05:54:44 +0000 https://fletchdigital.com.au/?p=29719 Imagine being able to unlock the potential of Google Ads, attracting a steady stream of customers to your business, and all without breaking the bank. Sounds too good to be true? Think again! With the simple 7-step formula revealed in this post, you’ll be crafting an effective Google Ads budget that drives results. We’ll guide […]

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Imagine being able to unlock the potential of Google Ads, attracting a steady stream of customers to your business, and all without breaking the bank. Sounds too good to be true? Think again! With the simple 7-step formula revealed in this post, you’ll be crafting an effective Google Ads budget that drives results. We’ll guide you through each step, from defining your goals to estimating costs and utilizing real-world examples to solidify your understanding. Get ready to watch your website traffic soar and your sales thrive!

How to set a Google Ads budget

To create the perfect budget for your Google Ads you need a little calculation and some research. Once you know these figures you’ll have a clear plan with well-defined KPIs and a path to lead generation success.

  1. Identify your goals: Start by identifying your revenue or lead goal for your campaign.
  2. Determine your conversion rate: This is the percentage of leads that convert into sales. You can estimate this based on your internal data or using industry benchmarks. For internal data analyse on average how many leads you process to get one sale.
  3. Calculate your website traffic goal: Divide your lead goal by your conversion rate to determine the number of website visitors you need to attract.
  4. Estimate your cost per click (CPC): This is the average amount you’re willing to pay for each click on your ad. You can use Google’s Keyword Planner tool to get estimates for your target keywords.
  5. Average website conversion rate: Website conversion rate is how many visitors are needed to generate leads. Fortunately, there are some industry benchmarks we can refer to, and approximately 2 to 5% is considered average.
  6. Multiply your website traffic goal by your CPC: This will give you your estimated total budget for the campaign.
  7. Compare your budget to your customer lifetime value (CLTV): Your CLTV is the average amount a customer spends with your business over their lifetime. Make sure your budget is less than your CLTV, otherwise you may not be profitable.

Calculate your budget

The formula for calculating your website traffic goal is:

Website traffic goal = Leads goal / Conversion rate

And the formula for calculating your total budget is:

Total budget = Website traffic goal * CPC

Let’s put this to the test.

Here’s an example;

Meet Sarah’s Bakery:

Sarah, a passionate baker, wants to attract new customers through Google Ads. Her goal is to generate 50 website visits per month that convert into online cake orders, with an average order value of $30.

Step 1: Define Your Goals:

Sarah’s goal is 50 online cake orders per month.

Step 2: Estimate Conversion Rate:

Industry benchmarks suggest a 2% conversion rate for bakeries, but Sarah is confident in her website and product, aiming for a slightly higher 3%.

Step 3: Calculate Customer Lifetime Value (CLTV):

Sarah estimates her average customer orders twice a year, with an average spend of $40 per order. Therefore, her CLTV is:
CLTV = $40/order * 2 orders/year = $80/year

Step 4: Calculate Website Traffic Goal:

To achieve 50 orders, Sarah needs:
Website traffic goal = 50 orders / 3% conversion rate = 1667 website visits

Step 5: Estimate Cost-Per-Click (CPC):

Using Google Ads Keyword Planner, Sarah discovers relevant keywords with an average CPC of $0.50.

Step 6: Calculate Your Total Budget:

Sarah’s total monthly budget should be:
Total budget = 1667 visits * $0.50/click = $833.50

Step 7: Compare Budget to CLTV:

Sarah’s budget is well below her CLTV of $80/year, ensuring profitability.

Bonus Tip:

Starting with a smaller budget, like $500, and monitoring performance is wise. As campaigns optimize, Sarah can gradually scale her budget while maintaining a positive return on ad spend (ROAS).

Conclusion

Remember, crafting the perfect Google Ads budget is an ongoing journey. As you gain data and insights from your campaigns, refine your budget and targeting to maximize your return on ad spend. Embrace the learnings, adapt your approach, and watch your business blossom!

Ready to embark on your Google Ads adventure? Download our free budget template and checklist, or consult our team of experts for personalized guidance. Let’s turn your advertising goals into a reality!

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What is Threads and where did it come from? https://fletchdigital.com.au/blog/what-is-threads-and-where-did-it-come-from/ https://fletchdigital.com.au/blog/what-is-threads-and-where-did-it-come-from/#respond Mon, 10 Jul 2023 03:40:50 +0000 https://fletchdigital.com.au/?p=29672 Just when you thought there were enough major social media platforms they go and make another one, it’s not totally new but it is a new twist on an existing platform. So if you want to know what Threads is here’s a quick take: Threads is essentially a Twitter clone made by Meta (Facebook) and […]

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Just when you thought there were enough major social media platforms they go and make another one, it’s not totally new but it is a new twist on an existing platform. So if you want to know what Threads is here’s a quick take: Threads is essentially a Twitter clone made by Meta (Facebook) and intrinsically linked to Instagram.

Yes, that’s a lot to unpack so we’re going to give you our take on it and where we think it will go from here. (We’ll try to not bore you with the full history of Twitter).

A brief history

On a crisp afternoon in March 2006, Jack Dorsey published the first tweet. A few things happened over the next 16 years until 2022 when it was purchased for $44 billion dollars and the new owner made some changes. It’s been a transitional period with fewer staff, a new CEO, and lots of technical changes. There’s also been a decline in revenue (if you care about that) and a slight drop in users (around 3% to 4%).

Not app-ending problems but certainly a weakened appearance from a branding perspective. In swoops Mark Zuckerberg, I mean Adam Mosseri, with a totally new app called Threads. Now that we’re caught up, let’s unpack the rest.

Why have Meta created Threads

Meta is always looking at ways to increase shareholder value and help people connect with each other because – priorities. There’s no way of knowing how long they had planned a Twitter clone but there has been chatter online since [approx date] nevertheless this has potentially been the perfect time to launch a particular product and, in my opinion, a strategic masterclass in generating user adoption.

Launched by Adam Mosseri, Head of Instagram

First off, it’s connected to Instagram so its visibility is less tainted by Insta’s big brother Facebook. Adam Mosseri owned the launch which is only natural as he’s head of Instagram which means, at least at surface value, it has some separation from Mark.

It’s connected to Instagram

Secondly, you need an Instagram account to log in to Threads. So yes, a fairly deep connection to Instagram, and (because I can’t help myself) I read the terms for Threads, it states that you are required to also accept the terms for Instagram. This means that 2 billion people (sort of) already have a Threads account. Estimates put the total Threads accounts near 100 million, literally a quarter of Twitter users in about 5 days.

The timing of Threads launch is excellent

Twitter has never been profitable although it has a dedicated user base and is an excellent source of information (not all good), it’s had user growth slowing and no clear plan to arrest these issues and recently went through a period of long-term users looking for alternatives but not being able to find anything Twitter-like to be suitable. Mastodon appealed as a microblogging alternative as it is completely decentralised, so it was attractive to users seeking a safe place from Twitter’s new overlord, however, it operates as multiple smaller town squares as opposed to one big one.

Regardless of this people flocked to it dramatically, so many in fact that it grew from 380,000 users to more than 2.5 million within a month. Its user base has been on a slow decline since the peak in November 2022 but the statement was clear, people are open to new apps and new alternatives.

Meta has just proved that they’re still going strong. They have more active users than any of their competitors, of course, we have all read about TikTok as Instagram’s greatest competitor but to date, Instagram has double the active users (2 billion vs 1.1 billion).

Bar graph of active user figues for social media platforms. Facebook 2,963,000,000. YouTube 2,527,000,000. WhatsApp 2,000,000,000. Instagram 2,000,000,000. WeChat 1,313,000,000. TikTok 1,092,000,000. Threads active users are estimated at 97,000,000.

Source: https://datareportal.com/social-media-users

Will Threads beat Twitter?

We’ll have to wait and see. Sure it was a successful launch but that doesn’t mean the platform will succeed. This will be measured if Threads can not only maintain a healthy number of active users but grow them significantly. Zuckerberg has set a goal of 1 billion.

“I think there should be a public conversations app with 1 billion+ people on it. Twitter has had the opportunity to do this but hasn’t nailed it. Hopefully, we will,” Mark Zuckerberg

What does Threads mean for social media marketing?

That depends on your brand, your audience, your resources. If you are on Twitter and it was working then Threads might work for you too. If the thought of a new social platform is giving you anxiety then maybe just take a breath and feel it out for a bit before you decide. You don’t have to be everywhere at once, what’s important is that you focus on where your audience is and how they like to interact with you online.

From an ads perspective, it shouldn’t be too long until we see Threads as another placement in Meta Ads. I expect that Meta will be careful how they introduce ads to the platform but you can bet your Facebook account on the fact that they’re coming.

How are people using Threads?

Day one was all about making jokes about Elon and Trump showing up and feeling the new place out. It was kind of like being a kid again and seeing the gates fling open to a brand-new playground. Everyone rushed in and scrambled for the new equipment.

It’s settled a little from then and we’re now seeing more content typical of Twitter. Threads is a microblogging platform so we’re seeing short posts, image and video content, links, and a sprinkling of gifs. Like Twitter, the best interactions are happening as conversations on Threads posts eg. a comment thread (such a meta name).

What happens next with Threads?

It will be interesting to see how Threads develops in the coming months and how it will evolve. We’re having some fun on there with light content and humor, meeting some new people, and joining conversations. Just like at the kids’ playground there will inevitably be some scraped knees and disagreements but social media is a reflection of life so this should not be a surprise to anyone.

If you’re thinking of joining in, we’ll see you on the swings or maybe the big slide.

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Short form video strategy and how Joey Swoll is using it https://fletchdigital.com.au/blog/short-form-video-strategy-and-how-joey-swoll-is-using-it/ https://fletchdigital.com.au/blog/short-form-video-strategy-and-how-joey-swoll-is-using-it/#respond Tue, 09 May 2023 04:29:59 +0000 https://fletchdigital.com.au/?p=29516 If you’ve listened to my podcast you already know I like good social media, what do I mean by that? Social media that’s actually making a difference and Joey Swoll is using a short form video strategy to do just that. He’s a personal trainer and his products range from online training, to meal plans […]

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If you’ve listened to my podcast you already know I like good social media, what do I mean by that? Social media that’s actually making a difference and Joey Swoll is using a short form video strategy to do just that.

He’s a personal trainer and his products range from online training, to meal plans and apparel. Sounds pretty standard for a personal trainer, right? The thing that sets Joey apart is his social media strategy and it has helped him amass over 10 million followers across TikTok, Instagram, Facebook and YouTube.

What is his short form video strategy?

It starts with a relatively simple to make, short form video but it’s the complex content and messaging that have gained so much attention.

He is calling out bad behaviour in gyms.

Every day there are loads of short videos being posted by gym goers that make fun of people for being new and inexperienced, doing something out of the ordinary, or even body shaming people. Joey is an advocate for what he calls gym positivity, hence his clothing line Gym Positivity Nation. He’s reshaping gym culture to be more inclusive and friendly and supportive.

Another topic that he is addressing is certainly sensitive and he has received some negative responses but I need to mention it here as it is a major part of what he does. I’ll do my best to explain it.

People training in gyms often film themselves partially to review their form and how their body is responding to the workout and partially to share on social media. The thing about gyms is that they’re a public place so you are no doubt going to have other people in the background of your videos. Now sometimes as in most public places, people glance around at something or someone else and this can be caught on the video. As with general life, it is usually women that are the recipients of looks and although some are potentially innocent there are many (many) examples of not-so-innocent occurrences. People are catching these moments on camera and sharing them on social media to call them out. However, Joey is concerned that innocent glances are now being shared and framed as less than innocent.

Joey’s message is everyone should feel safe in the gym. If you feel unsafe then it should be reported to the gym staff and escalated to the police if need be. When these videos are being shared on social media they are potentially affecting innocent people that shared an innocent glance for whatever reason and they may not deserve negative backlash on social media for it. Here’s an example that made it into the media.

The original video

The apology

See what I mean about the complexity. I hope I have explained it well enough but please let me know if I can do this better.

How is he implementing it?

He’s using a short-form video, which is how the negative content is being shared and he’s using TikTok stitch feature to show the video in question and then films his response to it. The great thing about this short form video strategy is it’s easy for Joey to create for a couple of reasons

There are loads of this type of content

These videos are shared every single day and Joey either finds them or his followers are sending them to him. So he essentially has a deluge of source material.

He shoots them on his phone

From his car, the gym, his home, or wherever he might be – he’s just facing a light source, turning the camera on selfie, and hitting record. It would be a matter of minutes for him to create and share this content.

TikTok Stitch or Instagram Remix are built into the apps

Joey can view the video, record his response, and share. He is using these features how they were intended – take existing content add yours and publish.

Why is this short form video strategy working?

It’s difficult to open a social media app and not see a video of someone in the gym and some of the most prevalent gym videos tend to be making fun of someone. This is a form of online bullying and we’re certainly in a time when bullying is getting called out a lot more than it used to. Now I will admit that I have chuckled at some (and I emphasise SOME) of the videos where a gym goer may be using equipment in an unconventional way. But through watching Joey and how he brings these videos to the surface and points out that there could be loads of reasons why this is happening and most importantly, it’s none of your business.

“You need to do better!”

He also encourages people to talk to each other in the gym, to help each other if they see someone doing something dangerous or that might need a hand. He is establishing himself as an authority, a thought leader, and most of all an approachable good person that is willing to stand up for the less experienced, the vulnerable, or just anybody that might be in the gym and not look a certain way. As I said earlier, he is single-handedly reshaping gym culture by taking the finger that the crowd is pointing and pointing it squarely back at society and saying “YOU NEED TO DO BETTER!” which is how he signs off his videos.

This strategy is working for him because the people he is standing up for ARE HIS CLIENTS! They’re in the gym and want to exercise or they’re thinking about it but need support.

What is the result?

Joey is being immensely brave in putting this content out there and with such a huge following that continues to grow he is generating thousands of comments on each post. He supports the short form video strategy by sharing content promoting his personal training services which takes the form of before and after photos which is certainly nothing new in this field but it remains very effective when leveraging the real-world results of your previous and current clients.

6.7 million followers on TikTok
2.4 million on Instagram
1.3 million on Facebook

He’s been featured in articles and publications across the internet that break out of his usual audience and into the mainstream.

The actual dollar value of the brand awareness he is achieving would be beyond the budget of most medium size businesses.

Arnie has even reached out to him.

How can I use short form video to do something similar?

Analysing successful social media content creators is one of the first things I suggest to my clients, look at your competitors, look at influencers in your area, and work out what they’re doing and how they’re doing it. It falls into the research phase of our services, read more on that here.

Note down content that is interesting and generates lots of interaction from the audience. Work out synergies with your products or services and how you can produce something similar within your budget and resources.

All successful social media marketing begins with a good strategy and if you’d like to build out a short form video strategy and need some help, find out what we can do here.

Examples

Negative Interaction

The result because of Joey’s video

Positive Interaction

Satire

@thejoeyswoll #duet with @Content Machine #Comedy ♬ original sound – Content Machine

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Ecommerce Digital Marketing Strategy Guide https://fletchdigital.com.au/blog/ecommerce-digital-marketing-strategy-guide/ https://fletchdigital.com.au/blog/ecommerce-digital-marketing-strategy-guide/#respond Mon, 14 Nov 2022 03:51:52 +0000 https://fletchdigital.com.au/?p=29152 Are you already running an eCommerce business? Maybe you’ve just launched or you’re about to and you want to hit the ground running. You can use this eCommerce Digital Marketing Strategy guide to help plan the perfect launch, find what you are missing or refine what you’re already doing. In this guide, I’m going to […]

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Are you already running an eCommerce business? Maybe you’ve just launched or you’re about to and you want to hit the ground running. You can use this eCommerce Digital Marketing Strategy guide to help plan the perfect launch, find what you are missing or refine what you’re already doing.

In this guide, I’m going to take you through what options you have, what they mean and how they work.

What is digital marketing?

Essentially any marketing exercise that happens online is digital marketing. So you’ll see it on your phone or computer and some examples are email, search engine (google, bing) ads, social media (Facebook, Instagram, Facebook Ads, Pinterest, TikTok) blog content the list goes on. Other types of marketing include broadcast (TV and Radio), print (newspaper, magazine), outdoor (billboards, bus shelters), and direct mail. You can loosely group this into offline marketing.

What works for online stores?

We touched on this above but essentially there are paid ads, organic social media, search engine marketing, email marketing, content marketing, search engine optimisation, etc. The further we go with this list the more the executions can blend together, let me explain.

A piece of content marketing can include a story that relates to your product or service. The story can be distributed by an online publication as a paid service to leverage a relevant audience. You can then utilise your own channels to amplify the story such as email, social media, social media ads, google ads, etc. In fact, using multiple touchpoints for some campaigns can boost your results.

What marketing can I do myself?

There is no limit to what you can do yourself. The internet is full of excellent resources to learn any of the above skills or how to use the tools to achieve your digital marketing goals. The challenge is having the time and money to invest in learning the skills to develop and run an eCommerce Digital Marketing Strategy. You may find that taking on some digital marketing roles yourself or with your internal team works while outsourcing the more difficult or time-consuming parts to agencies or freelancers is the right fit.

The most important thing to remember about any type of marketing is that it is as much about getting results as it is about learning how your audience reacts. Then applying those learnings to your next marketing efforts.

Things to use when running an online store

Facebook Ads

This is a hugely successful area for digital marketing due to the massive amount of daily active users and excellent targeting options. There are currently over 18 million active Facebook users in Australia. Meta has become one of the most valuable companies in the world because its advertising products are so effective. Advertising with Meta includes;

  • Facebook
  • Instagram
  • Messenger
  • Audience Network

Within each of these are various execution options from images, carousels, and video. There are loads of options

Things to consider with Facebook (Meta) Advertising

Strategy, Implementation, management and reporting

Set up accounts your account in Facebook’s Business Manager and creating your Ads Manager account. Implementing website tracking by installing the Facebook pixel. This allows data to be sent from your website back to Facebook that includes website behavior such as how many people visit your site from the ads and whether they added to cart or purchased. These events allow you to track the performance and also allow Facebook to optimise to ensure they are serving the ads to the right audience. So it’s very important that this is installed correctly and is functioning. Yes, it is possible to do it wrong.

Facebook Ad example

Advertising options with Meta Ads

Ad campaigns for awareness, consideration, and conversion including dynamic product retargeting. Dynamic product retargeting (DPA) is a hugely valuable feature. It’s not unique to Meta however it is an essential part of any e-commerce advertising strategy on Facebook.

Looking for an example? Check out a case study for Facebook Ads.

Google Ads

Google Advertising falls into search engine marketing which is a term that includes other platforms like Bing (Microsoft’s search engine). But for the purpose of trying not to be confusing, I’ll just talk about Google Ads. Confused yet? Me too but let’s keep going.

Google is basically where everyone goes to find anything on the internet. It’s a search engine and search engines crawl through the entire internet to find websites and what they’re all about and then condense it down to one little text field where you can type anything and then find millions of websites about that topic. Their business, like Meta, is also based on advertising. When you receive your search results you’ll also see ads that are served based on what you searched. It sounds like a simple system but it’s actually very complex when you consider there are almost 2 billion websites, 8.5 billion google searches and about 30 billion google ads per day. It’s kind of a busy place. But google ads are an essential tool to grow your website visits, customer base and revenue and are an essential part of an eCommerce Digital Marketing Strategy.

Advertising with Google includes

Google Search – These ads appear above the organic search results. They look just like search results but companies pay to be there because it’s very likely you’re looking for what they’re offering
Google Display – There are more than 2 million websites where google display ads can be shown. It’s called Google Display Network
Youtube – Pre-roll, mid-roll, beneath the video, right column
Shopping – Available right from Google search results
Gmail – Yeah, gmail

Google Shopping Ads display products right in Google Search results. Streamling the customer journey from search to purchase.

Things to consider when using google ads

Keywords – Words and ideas that define what the website content is about
Audiences – People that you want to show your ads to
Search Ads – Serve ads to people when they’re looking for what you’ve got
Display ads – Engaging creative on millions of sites based on your audience and keywords
Google Shopping Ads – Product ads served right in google search results

Organic Social Media

Creating content on your social media channels and just setting it free – and by that I mean it has no ad budget. Sounds easy, right? Well, there’s actually a lot to successful organic content that may not be obvious. You need to know your audience and know what they like about your offering. Then you need to create content based on that and make it interesting and engaging. Then do that every week but also make it sound fresh and interesting. Yeah, it kind of gets repetitive but it can also be a lot of fun and rewarding when you watch your audience react to your content. This is where we can learn the most about what your audience likes (and dislikes) and what motivates them. You can build real relationships here and create super fans.

Organic Social Media Content includes

  • Research your audience
  • Developing a strategy
  • Creating content themes
  • Sourcing your content library
  • Content production
  • Copywriting

Things to consider when using organic social media content

Content themes – The general topic you’ll post about
Who is your audience – What they want from you and what they’ll engage with
Tone of voice – How you talk as your brand
Visual style – Image style, text style, video design
Content calendar – When you’re posting and how often
Community management – responding to comments, messages and complaints (yes, complaints)

Search Engine Optimisation

Google and others (like Bing) read your website digest it and serve it to people based on what they’re looking for. SEO is making your website easy for Google to read, easy for users to navigate and relevant to what you’re offering.

Google Search field. Knowing what your customer will typre into google search will help you develop your e-commerce marketing strategy.

There are three types of SEO

  • On-page SEO
  • Off-page SEO
  • Technical SEO

Things to consider when using SEO

Keywords – (Just like Google Ads) words and ideas that define what the website content is about
Content relevance – Is what you say on the website relevant to your visitors?
Content structure – Are your headings subheadings and copy using the correct HTML tags?
Page speed – How long does your website take to load
Human first content – Does it make sense on a human level? This seems obvious but google search is more sophisticated than it used to be and they de-rank websites that try and cheat
Accessibility – This is a structural thing for website readers. Visually impaired people may have software that reads webpages so effective structure and tagging conventions are very important
Secure website – Google now requires sites to be SSL (Secure Sockets Layer) which means the communication from the browser to the web server is secure. So you see HTTPS:// before the website URL this stands for Hypertext Transfer Protocol Secure
Domain authority – “…describes its relevance for a specific subject area or industry.” Wikipedia.
Mobile usability – Does it work on mobile
Internal links – Does the page link to other pages in a relevant way?
External links – Are there relevant external links on the page

Yeah, it’s kind of a complex discipline but it’s really important because organic search is usually the biggest source of website traffic. Plus if you get your website experience right here it’s going to work really well when you’re sending traffic from paid ads.

Email Lists

The digital version of direct mail. If you can get people to sign up for an email list and then deliver great content to their inboxes. You can keep your audience engaged, bring value to them and drive website traffic to your owned audience. But you can also leverage email marketing for e-commerce with abandoned cart emails. Shopify say that 1 in 5 people will click on an abandoned cart email with an 11% conversion rate. They have a great blog post on abandoned carts here.

Types of email marketing

  • Customer retention
  • Welcome email sequence
  • Newsletter
  • Promotion
  • Abandoned cart emails

Things to consider when using email marketing

  • Copywriting
  • Bulk email software
  • Frequency
  • Content strategy

Working with Influencers

Influencers get followers for a couple of reasons – they post lots of content, they understand their audience, their audience trusts them and they bring value. So working with influencers is a great way to get your product in front of a relevant audience by leveraging their authority. But it can be a tricky field to navigate.

Things to consider when using Influencer Marketing

  • Audience relevance – Is their audience right for you?
  • Values align – Do their values align with your brand values?
  • Terms of engagement – Are you paying them are you gifting product, what content are they producing?

In Conclusion

There are quite a few aspects to an eCommerce Digital Marketing Strategy and in general, a holistic approach works best. But that doesn’t mean you do everything all at once – you might run awareness, conversion and retargeting ads on an ongoing basis but you’ll bring in influencers for a product launch or promo. You might review your SEO everything three months or you’ll have an SEO strategy that includes weekly blog posts.

At the end of the day knowing how to measure results will help guide you through digital marketing and that will show you that your investments are actually getting results or you’re learning more about your audience and your market from each endeavor.

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Why Authenticity On Social Media Is Important To You, Or Should Be https://fletchdigital.com.au/blog/why-authenticity-on-social-media-is-important-to-you-or-should-be/ https://fletchdigital.com.au/blog/why-authenticity-on-social-media-is-important-to-you-or-should-be/#respond Wed, 20 Feb 2019 09:11:15 +0000 https://fletchdigital.com.au/?p=26108 Who are you, when you’re not you? So often we talk about authenticity on social media, and especially on the picture perfect ‘gram. We [The Royal We – alllll of us] know that we connect on social media via the ever elusive meaningful interactions. But when we talk about authenticity, about genuinely sharing ourselves without […]

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Who are you, when you’re not you?

So often we talk about authenticity on social media, and especially on the picture perfect ‘gram. We [The Royal We – alllll of us] know that we connect on social media via the ever elusive meaningful interactions.

But when we talk about authenticity, about genuinely sharing ourselves without throwing on the rose coloured glasses, we often don’t talk about the fact that to share our authentic selves, might not be to share one authentic self.

Confused? I got ‘chu, read on. What I mean is, we’re not just Todd and Alex from Fletch Digital. We have different mirrors to our identities.

Todd’s also Todd from Good Social Podcast where his goal is to share the good that comes from social media, and that identity is an expansion of who he is at Fletch Digital, BUT he’s also Uncle Todd-y and Uncle Todd-y’s biggest fans do not care one iota about social media. They care about their fun Uncle who does “upside DOWN” and who is a soft touch for hide-and-seek, reading books, anything kids find super fun and adults find monotonous. ?

And Alex? She’s Aunty Alex, mostly going without the Aunty part though because we’re casual about titles ’round these parts, and guys? Don’t be alarmed, but you’re in the presence of true greatness, because she’s the *actual* Tooth Fairy. Well, she is to one special little girl, and quite honestly the wonder in her voice when we chat on the phone about her newly lost tooth is worth more than any dollar.

So for us to be truly authentic

We should tell you that when we’re with them, we don’t care about reach and engagement. And that’s good for us, because a lot of the time we do care oh-so-much about reach and engagement. And THOSE identities are just another small percentage of who we are; we’re human beings who experience and and engage and respond to things around us, we just don’t fit into preset boxes.

But guys – KNOW YOUR AUDIENCE

Don’t get caught up in oversharing, and comforting yourself with the knowledge that you’re being authentic. Remember to always ask yourself, does this bring value to my audience?

And to bring it all back to social media; we’re all more than one bit of our lives, and that’s what authenticity is all about.

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Facebook Pages Can Now Join Facebook Groups https://fletchdigital.com.au/social-networks/facebook-pages-can-now-join-facebook-groups/ https://fletchdigital.com.au/social-networks/facebook-pages-can-now-join-facebook-groups/#respond Sun, 23 Sep 2018 02:18:24 +0000 https://fletchdigital.com.au/?p=25885 Groups are a great place for people to gather and interact around a shared interest and they can be an excellent place to be. I recently published a podcast episode on how good Groups are, and also interview Cherie Clonan from The Digital Picnic about communities online. Until recently only a personal profile could create […]

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Groups are a great place for people to gather and interact around a shared interest and they can be an excellent place to be.

I recently published a podcast episode on how good Groups are, and also interview Cherie Clonan from The Digital Picnic about communities online.

Until recently only a personal profile could create or join a Group, earlier this year Facebook enabled Business, Organisation and Public Figure Pages to great Groups and now, according to an article from Social Media Today, Facebook Pages can join Groups!

SMT cites Mari Smith as the first person to notice the option in Group settings where the option for Admin to allow Pages to join the Group in active by default.

SMT quotes a Facebook spokesperson;

“We’ve heard from people that engaging with public figures, non-profits, publishers, and businesses in a more intimate setting can be meaningful. We previously launched the ability for Pages to start Facebook Groups so that they can engage with their communities. We are now testing the ability for Pages to join existing Facebook Groups as well.”

The mention of ‘meaningful’ is particularly interesting as earlier this year Mark Zuckerberg announced that Facebook that they wanted users to have more quality time on the platform and the algorithm was changing to promote more meaningful interactions between family and friends.

We’re big believers that people can have meaningful interactions can and do happen between people and businesses and this change from Facebook acknowledges that.

(Alex and I have a podcast episode about that too.)

This feature is a big opportunity for the Pages that are making an effort with their content, who are striving for positivity with their audience, the pages that are working to connect their products and services in a meaningful, relevant way.

It’s important to handle this carefully and responsibly, Groups are a safe place for members to gather and talk openly about a topic and I imagine many will not want business, organisations involved BUT many also will. Group Admins have to opt-out, so I’m sure many Groups will be hurriedly unselecting this option but I think that there are many benefits for this and look forward to exploring the possibilities.

What are your thoughts on the change – Are you looking forward to joining groups as your Page, or are you dreading seeing Pages inside your favourite Groups?

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HOW TO: Branded Highlights For Your Instagram Stories https://fletchdigital.com.au/social-networks/instagram/how-to-branded-highlights-for-your-instagram-stories/ Thu, 26 Apr 2018 09:30:17 +0000 https://fletchdigital.com.au/?p=25299 The post HOW TO: Branded Highlights For Your Instagram Stories appeared first on Fletch Digital.

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Instagram Stories Icons

Once you’ve got your FREE icons follow our instructions below to create your highlights.

HOW TO: Branded Highlights For Your Instagram Stories

When the Highlights function on Instagram Stories launched available, we became able to make our favourite, highest viewed, highest converting Instagram Stories last longer than 24 hours. Game changer in the ever-changing Instagram game!

Since that moment there’s been a bunch of how-to guides on creating branded highlights, but when we created our own highlights for @fletchdigital we had a few requests for a tutorial, so here we are!

But wait, you guys… there’s more!

I [Alex] enlisted the help of our in-house designer [Todd] and we’ve created twelve totally FREE Instagram Stories Highlight Icons for you to use and customise to fit your profile! Sign up to receive mailing list here [no spam!] and you’ll receive a free download pack from us. Download them, then follow our complete guide from go to whoa that you can do from your iPhone using the free Canva app, from start to finish.

Go on and get your icons now… I’ll wait here, promise.

Open your Canva app and choose Your Story

You can choose a template or a blank canvas. Today I’m going to work from a blank canvas, for a more customised highlight.

Background Colour

Select a colour from the bottom of the screen as a background cover, or tap + to enter your own colour code, as we’ve done.

[TIP: this is great for sticking to your own brand colours for a cohesive look]

Choose your rad new Icon

With your background cover selected you can now add your icons. Tap the + at the bottom right and scroll to the far right to select the ‘Logos’ option.

From here you can tap to select the icon that best represents your highlight.

Tap the corner and drag to resize.

Save the Story to your iPhone

When you’re happy with your work, you can save your Story to your iPhone. Tap Share, and select Save Image

Now you’re ready to head over to Instagram!

Open Instagram

First, check that your Instagram Stories archives are switched on.

Tap the options (three-dots) in the top right of your Instagram profile screen.

Select Story settings and turn on Save to archive

Post your highlight as an Instagram Story

Can’t skip this step! You must post your branded highlight cover as an Instagram story, in order for it to be available for you to use as a highlight.

Open your Instagram Stories and share your highlight cover.

Once it’s loaded, select Highlight in your Story and add to an existing highlight, or create a new one. Let’s do a new one together.

Tap the + and give your highlight a name [this will appear on your Instagram profile.]

Your highlight has been posted and you can check it on your profile!

Tap the + and give your highlight a name [this will appear on your Instagram profile.]

Your highlight has been posted and you can check it on your profile!

Edit the Highlight

Now you can edit your highlight; hold your finger pressed to the highlight circle you want to edit and select Edit Highlight.

You can use your fingers to centre your icon, or to zoom in and out.

When you’re ready, tap on Archive in the top right, and select the Stories you want to post into this highlight.

Voilà!

How did you go?

We hope you’re loving the look of your branded Insta-Stories, why not post a Story of your all-new refreshed profile page and tag us at @fletchdigital and #fletchdigital? We’d love to have a sticky-beak!

Recent Blog Posts

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Facebook shutting down Partner Categories Targeting https://fletchdigital.com.au/social-networks/facebook-shutting-down-partner-categories-targeting/ https://fletchdigital.com.au/social-networks/facebook-shutting-down-partner-categories-targeting/#respond Thu, 29 Mar 2018 06:46:24 +0000 http://fletchdigital.com.au/?p=25040 Facebook have announced they are shutting down Partner Categories Targeting so their data will no longer be available for targeting in Facebook ads. What does that mean? Companies like Experian, Acxiom and Quantium have provided their data to Facebook for a slice of the revenue generated by the use in Facebook ads. This data allows […]

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Facebook have announced they are shutting down Partner Categories Targeting so their data will no longer be available for targeting in Facebook ads.

What does that mean?

Companies like Experian, Acxiom and Quantium have provided their data to Facebook for a slice of the revenue generated by the use in Facebook ads. This data allows specific targeting of, for example, buyers of commercial vehicles or income brackets. This is “common industry practice” however in light of the recent privacy concerns at Facebook they have decided to wind it down over the next six months.

In practice we’ve found this targeting technique to get results but certainly not the best performing potential audience.

Bottom line, these audiences are still on Facebook – you just need to find them by profiling your audience and implementing effective split testing.

Talk to us about how we can find, nurture and convert your audience!

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5 Key Takeaways from Social Media Marketing World 2018 https://fletchdigital.com.au/social-networks/instagram/5-key-takeaways-from-social-media-marketing-world-2018/ https://fletchdigital.com.au/social-networks/instagram/5-key-takeaways-from-social-media-marketing-world-2018/#respond Thu, 15 Mar 2018 04:28:45 +0000 http://fletchdigital.com.au/?p=24950 A couple of weeks ago, almost 5,000 marketers from around the world gathered in sunny San Diego for Social Media Examiner’s Social Media Marketing World, including US!  Between Todd and I, we attended workshops and sessions run by John Jantsch, Mike Kim, Greg Hickman, Chris Dayley, Michael Stelzner, Brian Fanzo, Derral Eves, Guy Kawasaki, Luria […]

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A couple of weeks ago, almost 5,000 marketers from around the world gathered in sunny San Diego for Social Media Examiner’s Social Media Marketing World, including US! 

Between Todd and I, we attended workshops and sessions run by John Jantsch, Mike Kim, Greg Hickman, Chris Dayley, Michael Stelzner, Brian Fanzo, Derral Eves, Guy Kawasaki, Luria Petrucci, Amy Landino, Gina Dietrich, Brian Solis, Molly Pittman, Mikael Yang, Andrew Yaroshevsky, Linda Lee, Mari Smith, Jay Baer, Amy Porterfield, Sue B. Zimmerman, Jo Saunders, Jon Loomer, Ben Beck, Dan Gingiss, Melanie Deziel and Pat Flynn with plans to view more of the sessions this week when the session recordings are made available. Phew, right?!

The catch-cry of this conference was loud and clear; it’s time to humanise (or, humanize since we were in the US ?) your brand’s content and start putting the ‘social’ back into ‘social media’.

Amy Porterfield taught us to get clear on our WHY, and Brian Solis discussed our capacity as individual users and businesses to make social media a better place for us all.

Guy Kawasaki’s controversial session, Achieving Social Media Success by Defying Conventional Wisdom was standout. #strategyporn

Mari Smith talked about how Instagram is Facebook’s new Facebook. And while we’re on the topic of Facebook? Because let’s face it we’re alllll talking about Facebook RN, they’ve revealed some pretty major changes recently and if you’re looking for a sign that Facebook is in support of businesses using their platform? Messenger’s Head of Strategic Partnerships Linda Lee appeared on stage at Social Media Marketing World alongside two reps from some of the biggest players in the chatbot game; Mikael Yang from ManyChat and Andrew Yaroshevsky from Chatfuel. Facebook’s made and will continue to make changes on their platform that we believe will benefit the end user’s experience – that’s a good thing! Looks like Facebook’s got our backs guys, they just want to tame the beast.

So, you want to hear our big 5 takeaways from #SMMW18?

  1. Humanise your content and get social on social.
  2. Podcasting and vlogging: you can do it and it isn’t too late, but you need a good strategy to stand out.
  3. Live video: keep showing up and offer value. Know yo’ worth!
  4. Quit the comparison game; it’s not about the size of your audience, it’s about the quality of their interactions. Which brings us to…
  5. Meaningful interactions… there it is, you knew it was coming! Time to return to the days of building relationships, one-by-one.

We’ve traveled to Southern California and attended this conference for the last three years for so many reasons; to keep up with social media marketing trends and best practices, to network and honestly? To get out of regular routine, shake up our creative thinking and keep it FRESH.

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Facebook Zero: Our take on the BIG changes coming https://fletchdigital.com.au/social-networks/facebook-zero-our-take-on-the-big-changes-coming/ https://fletchdigital.com.au/social-networks/facebook-zero-our-take-on-the-big-changes-coming/#respond Wed, 24 Jan 2018 05:04:27 +0000 http://fletchdigital.com.au/?p=24754 So, … Mark Zuckerberg made an announcement about Facebook algorithm changes coming our way and the good people of the Internet could talk of nothing else for several days. Mark began his post with “One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well […]

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So, … Mark Zuckerberg made an announcement about Facebook algorithm changes coming our way and the good people of the Internet could talk of nothing else for several days. Mark began his post with “One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.”

From our perspective? We welcome changes that will improve the time we spend on Facebook. Social media is a rapidly changing industry, and we think there is so much potential on the horizon for Facebook, and for all of its users.

 

What do those changes mean for your Business Page?

Let’s begin at the beginning, with what the update actually is. You can find the original post here and you can check out Todd discussing the announcement on our Facebook page here. Essentially, Facebook is changing their focus from helping users find relevant content, to helping users have more meaningful social interactions.

These changes will directly affect Business Pages on Facebook, but are more a confirmation and certain implementation of an algorithm that has been tested over the past two years, than a brand new algorithm.

“The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”

 

So, what does this actually mean?

It means it’s time to change-up the way we think about content. It’s time to ask the question of yourself; ‘how can your business foster meaningful interactions on your Facebook content’? How can YOU tell your STORY?

We need to communicate on social media the way we communicate with our friends

It’s also time to start taking social media advertising for your business more seriously. In the coming months, promotional and non-conversational content posted organically will affect your Facebook Page negatively, but the opportunities to reach exactly who you want to reach with Facebook Ads? Limitless.

And grow your email lists! Email marketing has always been important in a landscape where you don’t own your social media followers and (as you can see) these platforms can switch up the way they do things in an instant.

Video!! That old chestnut. Adam Mosseri noted in his post “live videos on average get six times as many interactions as regular videos”, the Facebook algorithm loves video but the new changes will have us steering away from passive video. How can we all do this? We can, and should, share more of ourselves and what we do; yes that’s RIGHT – Facebook Live, Dual Facebook Live or at least more valuable videos on your Facebook page.

We need to make sure that the content we’re posting on our social channels is content that our ideal and existing customers want to see and we need to communicate on social media the way we communicate with our friends.

These changes can be hugely positive for Business Pages as Facebook are navigating a return to the original goal: a way to help people stay connected and bring us closer together with the people that matter. This Newsfeed clean-up will allow for more space in the Newsfeed for genuine stories AND for effective Facebook Ads, the goal is the cull the Pages posting engagement bait on their Timelines.

Basically, we’re looking forward to more meaningful interactions and we’re excited about the challenges and opportunities the new changes pose for us, our clients and the industry.

Bring it ON.

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