A Day In The Life Of A Digital Marketer
A Day In The Life Of A Digital Marketer
Our Director Shelley recently chatted to the team at Fashion Journal about the digital marketing industry and what a typical day looks like.
(Hint, it's not all pretty flatlays and watching cat videos.)
Want to know more about joining our team at Melbourne Social Co? Visit our careers page to see our available positions.
Why Facebook algorithm changes aren’t as scary as we think
On January 11th, Mark Zuckerberg announced a series of changes to the Facebook algorithm, designed to reduce excessive news and business related content and promote interaction between family and friends, dubbed ‘meaningful interactions.’ By returning to their social roots, the shift has alarm bells ringing for many businesses and organisations – shares in the site immediately fell four percent, effectively wiping over $3 billion from Zuckerberg’s net worth.
For news sites, this Facebook algorithm shift will also involve the prioritisation of news sources deemed ‘trustworthy’, while celebrities and influencers can also expect to see less of their posts in followers’ feeds. In terms of hard data, Zuckerberg committed to reducing news content in users’ feeds from five to four percent. The changes have been deeply concerning for organisations – entire social media strategies have been plunged into jeopardy and many businesses are searching for viable solutions.
However, Facebook algorithm changes and calls for more user tailored feeds are nothing new. In fact, Facebook made a strikingly similar commitment back in August of 2014. Back then, the site pledged to show less promotional and recycled content, causing similar uproar among content creators, businesses and influencers. However, as these previous changes have demonstrated, organisations providing quality content and genuine engagement with users have emerged unscathed from algorithm shifts.
Crucially, data shows actual page engagement declined over 20% in 2017, highlighting overall user fatigue caused by clickbait pages and duplicated, poor quality content. The removal of low quality pages from users’ feeds is therefore a positive for the site overall. By creating an environment that favours meaningful content tailored to a user’s tastes, Facebook is effectively creating a more trustworthy and reliable site for both individuals and businesses.
While the changes won’t perhaps be as catastrophic to existing marketing strategies as first thought, algorithm changes are a timely reminder as to the importance of a dynamic and meaningful content plan.
So - what can you do to make sure your business content is seen and heard in 2018?
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Quality Content
It underpins any successful marketing strategy. Users don’t want to feel spammed or overwhelmed by the pages they follow. Be mindful in the regularity of your postings and enforce a standard tone and length to your content. Remember, poorly written and untailored content is the main target of the Facebooks algorithm changes.
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Prioritise building a genuine and targeted following
By creating content which users consistently click on, you can take advantage of the new algorithm which notes who is clicking on your content, and what they're clicking on, and knowingly promotes those pages.
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Embedding Posts
Pinning key posts to your business’ page is a practical method of making sure your content isn’t lost in the fray amidst newsfeed changes. Make sure that as soon as a user clicks on your page, they are presented with the most relevant content as opposed to merely your most recent posts.
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Facebook advertising
As actual page engagement declines, the importance of exploring a paid Facebook advertising campaign is continually increasing. Banners, page promotion, email opt ins and targeted viewers – advertising with Facebook is a multifaceted means of reaching your desired audience. Crucially, the algorithm for Facebook advertising is currently not being changed in tandem with these new shifts.
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Broaden advertising to Facebook’s additional features
Increasingly, younger users are engaging less with the traditional Facebook interface in favour of the dedicated messenger app. Take advantage of changing user habits and target your advertising to within the messenger app. Similarly, Facebook live is an emerging method which promotes active user engagement, with endless opportunities for business promotion.
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Like and share… and unfollow!
Promotions and competitions imploring users to like, share and tag your posts are set to be another casualty of the Facebook algorithm changes. Data suggests such competitions are a poor means of building an engaged audience, and worse, alienate your existing audience. In fact, many such competitions actually break Facebook’s community guidelines, running the risk of post or even entire page deletion. Choose your promotions and competitions wisely.
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Influencers
According to Forbes, influencers are not currently bound by the same restrictions placed on businesses amid these new algorithm changes. For the time being at least, collaborating with influencers is more important than ever, especially if your business is currently not engaging in a paid promotion with Facebook. The key to a successful influencer collaboration is choosing an influencer that has a genuine link to your product or service or desired audience.
Want to chat to our team about your Facebook strategy for 2018? Get in touch today!
Top digital trends for 2018
2017 saw Instagram prevail, augmented reality grew in popularity and sponsored ads became a huge brand priority. What digital trends will we see in 2018? We want you to be ahead of the curve so here are some digital trends we think you should keep an eye on in 2018:
- Video
Video content is huge. It was last year and it will be this year too with most consumers preferring to consume content in video format. All social media platforms are investing in video content to help generate engagement and increase followers. It is expected that by 2020, 80% of consumer internet traffic will be made up of video content, so if video isn’t already in your social plan, put it in there folks. You’ll thank us later!
- Messaging apps (chatbots)
A chatbot is a software application built to stimulate human conversation. Many brands are utilising this software to assist in responding to consumer enquiries. Some consumers prefer this form of communication over email and phone calls because you get instantaneous updates and answers. But proceed with caution! Automated chatbots can take away from the connections you're building with your fans on social media and can make your brand appear less genuine.
- Augmented reality (VR)
Augmented reality is a fascinating trend. From Google Glass and Pokémon Go to face filters, consumers are intrigued by the idea. Snapchat and Instagram have capitalised on this trend, with consumers loving their AR capabilities (most in the form of face filters). You’ve no doubt seen Snapchat’s dancing hot dog too...1.5 billion other people have too. With new phones like the iPhone X using facial recognition and augmented reality technology, there’s no doubt that this trend will continue to grow.
- Live streaming and ephemeral content
Live streaming started its surge in 2017 and will continue to grow this year. 82% of consumers would rather watch a live video over reading a blog or written social media update. Instagram and Facebook both support the format with their ‘live stories’ making it easy for your brand to jump on board the trend. Ephemeral content is also growing in popularity. This is short-lived content that disappears (usually after 24 hours). Audiences like ephemeral content because it’s more authentic than planned content.
- Influencer marketing
Influencer marketing is one of the fastest growing marketing channels and it’s not hard to see why. Did you know that 49% of Instagram users rely on recommendations from influencers? Building relationships with influencers is something brands should be focusing on in 2018 as influencers become more selective about who they work with.
Before you start addressing these new digital trends and implementing them into your digital plan, it’s important to take time to reflect and learn what worked and what didn’t last year. If you’d like some help analysing your digital performance last year or would like to set up a new digital plan for 2018, shoot us an email, or enquire about a consulting session.
Ten tips to leading a more productive life
Do you find yourself clicking your pen an hour after you sit down at your desk? Do you take a few too many coffee breaks just so you can escape the office? Here are ten tips to help you lead a more productive life both in the office and at home.
- To-do lists (tackle the toughest to-do first)
To-do lists help organize our chaotic lives, so start writing friends! Even better, write tomorrow’s to-do list today. Before you go to bed each night, jot down the list of jobs you want to complete tomorrow. You’ll have a head start for the following day! #winning
- Switch off
A good nights sleep is super important if you want to be a fully functioning adult the following day. Switching off your mobile phone will stop you from checking Instagram at 2am, leading to an amazing sleep. If you’re feeling daring, you could even leave your phone outside your bedroom (gasp!)
- Exercise regularly
Exercise is great because it gives us more energy (yay!) When you exercise, the brain releases serotonin, which stimulates positive moods and emotions. Exercise also increases blood flow to the brain, sharpening awareness and alertness.
- Set goals
Setting goals that are achievable yet difficult will help push you to greater success. Writing goals down on a piece of paper and making them visible everyday means you’re more likely to focus on achieving them!
- Start your day early
Okay so waking up at 5:30am might be a hard ask, but getting up when the sun does has its benefits. Completing tasks early in the day leaves you feeling accomplished by 10am and gives you the confidence to tackle the rest of the day. Not to mention you have the whole evening to relax!
- Organize your office space
Your environment is important factor when it comes to productivity. Try de-cluttering your desk, adding some plants and perhaps burning a candle. This will create an environment that makes you feel positive and creative.
- Stop multi-tasking
As much as we’d love to believe otherwise, it’s near impossible to do more than one thing at a time. Free your mind (and your desktop) of distractions so you can focus on one task at a time.
- Eat well
Eating well and drinking plenty of water is important for both our physical and mental health. A study by the British Journal of Health Psychology highlighted that the more fruits and vegetables people consumed, the happier, more engaged, and more creative they tended to be.
- Take frequent breaks
We’re all guilty of thinking we’re superhuman and that we’re able to sit at our desk working for four hours straight. Our brains can only function for so long so remember to take breaks throughout the day; stretch, grab a coffee, have a snack, or walk around the block. You’ll feel refreshed and ready to conquer the next task!
- Utilize your commute
If you use public transport to get to and from work each day, use the journey wisely. Instead of spending half an hour in the office checking emails, why not go through them on your commute. If you’re stuck in traffic driving to work, put on a podcast! Try Girlboss Radio with Sophia Amoruso.
We hope these tips help you overcome that slump of productiveness we all go through every now and then.
Do you have any productivity pointers of your own? Share them with us in the comment section below.
How to create an engaging Instagram feed
Is your brand's Instagram account flatlining? It's no secret that Instagram is one of the hardest platforms to manage and grow at the moment, but there are a few things you can do to get your brand back on track.
Let's get back to basics
Upload an eye-catching profile pic
The profile pic real estate is limited, so use it well! Generally a logo, or an abbreviated version of your logo using block colour works well here
Write a catchy bio
A great Instagram bio should:
- Explain a bit about you / your brand and what you do
- Appeal to your target audience
- Showcase your tone of voice and brand personality to give fans a taste of what to expect
Make sure your contact details are correctly listed
Is your account set to business, and have you linked it with your Facebook page for seamless advertising campaigns?
Now that you've got the basics covered, it's time to develop your Instagram style guide.
Pay attention to your colour palette
Some of the most successful Instagram accounts tend to use a select colour palette for their photos, helping them to create a distinct style.
Keep your fonts consistent
Aspirational/quirky quotes and text overlays are all the rage on Instagram. To create a cohesive aesthetic, make sure you keep your fonts are consistent throughout your feed.
Now that you have your basic design guidelines, you can start creating some content. At this point, we suggest thinking about your feed as a whole, rather than working image by image
First impressions count, and when someone is checking your brand out on Instagram, they’ll most likely look at the first three rows of your grid first. Do your images all work well together? In today’s world, your feed is essentially your business card, so we suggest taking some time to make sure it’s the right representation of your brand.
Filters
If you’re using a filter, trying picking one, and sticking with it throughout the feed.
Using Apps to plan your content
What can you use?
There are heaps of programs on the market that you can use to schedule and plan your Instagram posts. Just make sure you aren’t using one which navigates around Instagram’s API.
Here’s a few programs you can use to plan your Instagram posts:
Later (previously Latergram)
- Re-directs posts through their app, at time you’ve scheduled
- Provides a series of tiered plans to choose from depending on the size of your business, and how many posts you plan to schedule
- Allows you to edit photos from inside the app
- Provides a grid view so you can preview your page before you post
- The media library allows you to store as many photos as you need to help make scheduling even easier
Plann
- Aimed at creatives, Plann is all about creating an aesthetically pleasing Instagram feed
- Grid view allows you to add multiple photos at a time and drag and drop them until they’re in the right place
- Add captions and store hashtags that will be copied to your dashboard when its time to post
- A push notification will alert you when it’s ready to go
So you've got a beautiful feed, but how can you make it engaging?
Only post high quality photos
It may seem like a no brainer, but as Instagram is such a visual platform, it’s important to make sure your image is high quality, and not blurry.
Post a variety of shots and content types
Variety creates interest, and interest translates to followers, and followers become customers. So before you post two coffee shots in a row, stop and think about how you can mix things up. And – avoid duplicating your content within your feed!
Create space within your feed
Creating space in your grid is important to helping the eye move freely throughout your feed. We’re not talking about old fashioned borders, but rather mixing up busy images with more minimal posts.
Pay attention to your captions!
Captions can sometimes be an afterthought on Instagram, but we’re here to tell you they’re still important! Keep them short, sharp and include your call to action within the first sentence.
Avoid overly promotional content
While you can still use Instagram to promote your brand and products, keep your sales content subtle, avoiding posting plain product shots or logos. Break up your branded content with aspirational imagery.
Mentioning an influencer or brand in your post? Tag them!
By sharing the love and tagging those influencers, you’re starting a conversation, which hopefully will lead to them supporting you right back!
What are you favourite Instagram tips and tricks? Share them with us @MelbourneSocialCo
How to use Instagram to build brand awareness
By now, we're sure you know why Instagram is a must-have tool to grow your business.
With over a third of social media users on Instagram, it’s an essential social media platform for not only connecting and engaging with existing consumers, but marketing to new people as well.
However, using Instagram to build brand awareness is so much more than creating an account and posting pretty pictures.
Need help getting started? Try these four tips:
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Use Instagram stories:
When Instagram decided to jump on the Snapchat stories trend back in 2016, consumers got excited. Nearly 100 million people use Instagram stories daily, to showcase live updates on their personal lives, share behind the scenes content or promote products and services.
So if you haven’t already started posting stories on our business account– we’re here to tell you to join the trend! Instagram stories are a great way to get your content in front more people, tap into location stories and engage existing followers (especially since the new algorithm is making it harder for your content to be visible in the feed.) The trick? Keep consumers interested by posting useful and engaging content that isn’t too promotional or 'salesy'.
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Host a competition:
What better way to increase awareness for your brand than by hosting a competition? Instagram competitions that use a follow and ‘tag a friend’ approach, help to get your business name and account in front of new people who are likely to also be interested in your product or service based on what you’re giving away.
Just ensure you have an engaging graphic, simple entry method and back it up with paid ads. If you're ready to take your Instagram competition to the next level, why not partner with a relevant influencer to cross promote your competition to their followers?
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Run paid ads:
Instagram advertising is a great way get your great quality content in front of a highly-targeted audience. You can now run Brand Awareness ads through Facebook’s Ads manager which places your ad in front of people who are the most likely to recall it, and then optimises it accordingly. You don’t have to spend a fortune on these ads, as little as $5 per day can make a world of difference!
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Collaborate collaborate collaborate!
Whether you choose gifting campaigns, influencer takeovers or sponsored collaborations, one of the most effective ways of building your brand awareness on Instagram is by tapping into the large followings of Instagram bloggers and celebrities. Just ensure you choose influencers who are suitable for your brand as their followers are likely to pay attention when they post about your business!
Do you need help building your business’s brand awareness on Instagram? Speak to our social media experts at Melbourne Social Co today!
Call us on 1300 386 165 or send us an email at info@staging.project-progress.net.
Why Facebook Live should be part of your digital marketing strategy
We’ve said it before and we’ll say it again, Facebook Live is one of key digital marketing tools for 2017 and if you haven’t already started using it for your business now is the time!
Facebook Live can help you take your social media marketing to the next level, by helping you create an engaging conversation with your followers, reach new audiences in new ways and connect with your current audience in a more personal and interactive way.
Ready to join the trend and get started?! Here are a couple of ways you can use Facebook Live as part of your business’s digital marketing strategy:
Showcase your product or service in action:
Sometimes the hardest job for marketers is to explain to their audience exactly what their service is or specific product features. That’s why Facebook Live is a great tool for showcasing these unique characteristics and benefits, in an engaging way that doesn’t rely on just imagery or text.
For example, if you offer a beauty service, why not use Facebook Live to demonstrate the beauty service in action? If you have a food or beverage product you could use Facebook Live to show off a great recipe.
Make it personal:
Facebook Live is a great tool for sharing behind the scenes content to show a more personal side to your business. You could host an interview with key members of your staff, share some great behind the scenes content of a photoshoot, live auction or tour of your office. People love seeing the ‘real’ components (and people) in your business!
Encourage interaction:
As a business owner, chances are you’re an expert in your field. Share your knowledge, showcase your expertise and answer common questions through Facebook Live and while you’re doing that, encourage your audience to interact with you!
Ask them to comment their questions and answer your commenter by addressing them by name. This is a great way to build a relationship with your consumer and keep them hooked!
Ready to get started? Here are a few top tips to try now:
- Tell fans you’re broadcasting ahead of time: Post 2 – 3 sneak peeks or previews to encourage people to tune in when you go live
- Always do a practice run
- Film in a professional setting
- Be creative!
Do you need help developing a Facebook Live strategy for your business? Contact your expert team of digital marketing gurus at Melbourne Social Co today!
Call us on: 1300 386 165 or send us an email at: info@staging.project-progress.net.
Creating a productive and inspiring workplace environment
We’ve all arrived at work on a Monday morning, unmotivated and uninspired to begin the working day.
That’s why it’s up to you as a business owner to create the right kind of workplace environment to encourage yourself and your team to work hard and do their best every day.
Unsure where to start? Here are our top tips for creating a productive and inspiring workplace environment:
Have the right kind of set-up:
Believe it or not, the space you work in can have a huge impact on your mental focus, productivity and workplace culture.
So why not adorn your desk with things that motivate you, whether it’s an inspirational quote, beautiful flowers or pictures of your loved ones. You spend most of your time at your desk, so you want it to be a place you enjoy working at.
Aside from your personal desk space, it’s also important to note the layout of your office to ensure it’s maximised for productivity and caters to all workers and tasks. Ensure you have an area for private work when you really need to knuckle down to business, as well as large tables for brainstorming, meetings and teamwork.
Other workplace essentials include:
- Having plenty of natural daylight
- Fresh flowers and plants
- Lots of fresh air
- Images/artwork that is inspiring and motivational
Encourage relationships:
There’s no greater support than the support from the people you work with so make sure you encourage relationships and a great team environment within your organisation.
Ways to do this include:
- Assign team work
- Have a weekly team meeting
- Organise monthly team lunches
- Plan work social events (from dinner, to bowling or the movies!)
By encouraging communication and fostering relationships within the workplace, you and your employees will not only enjoy coming to work, but everyone will be more productive by easily communicating and working together to get the job done!
Embrace technology:
It’s no secret that we love technology here at Melbourne Social Co and we believe it can be great for helping workplaces to be more productive!
Instead of organising countless face-to-face meetings that eat into your day, invest in a project management system. This will help everyone to keep track of their daily, weekly and monthly tasks without the need for endless emails or meetings – yes please!
Now that you’ve got your workplace sorted, it’s time to take your business’s social media marketing to the next level. If you’re unsure where to start, contact our team of digital marketing experts today. Contact us on: e: info@staging.project-progress.net – P: 1300 386 165.
The rise of video marketing
If there’s one social media trend your business needs to tap into in 2017 it’s video marketing! From Facebook Live, Instagram stories to the cute and quirky Boomerangs on our Instagram feeds, the options on how to engage with your consumer on social media with video content are endless.
Ready to start including video in your digital marketing strategy? Read on below for more insight into how video content will lead the way this year:
Facebook Live:
Facebook Live is a great way to captivate your audience, create an engaging conversation with your followers and connect with them instantly. Facebook Live gives you a range of options to market to your customers, from demonstrating a product or service, answering FAQs or showcasing some great behind the scenes content. The trick? Prepare in advance, you only get one shot at going live!
It’s all about the stories:
From Snapchat to Instagram stories, businesses now have the opportunity to continue to give their customers updates on their business in ‘real time’ with content that only last 24 hours. These stories are a great way to showcase some engaging behind the scenes content including the day-to-day running of your business or an event or photoshoot. As the stories aren’t permanent, you can be as ‘real’ as you like and don’t have to focus on aesthetically perfect imagery, rather on uploading content that keeps your fans interested.
The power of multiple platforms:
Perhaps one of the best things about video content for businesses is that you can share it across all of your social media platforms! Recent statistics have shown that 85% of adults aged 18-49 use multiple devices at the same time, meaning you have the opportunity to share your video content to someone on your YouTube channel, who is also scrolling through their Instagram feed and checking Facebook all at the same time!
And the best part? Your consumers want to watch it:
There’s a reason video content is becoming so popular, and that’s because your consumers actually want to watch the content. Four times as many consumers would prefer to watch a video about a product than to read about it, which means your consumer is already open to looking at your content, you just have to captivate them!
Are you ready to start including video content into your social media marketing plan this year? Contact your team of content creators at Melbourne Social Co today.
e: info@staging.project-progress.net – P: 1300 386 165
Why every business needs email marketing
Deciding where to best invest your marketing budget is a tough decision for many businesses. However, if you’re currently at the stage where you are considering whether or not to include email marketing in your digital marketing plan – here at Melbourne Social Co, we want to convince you to!
Read on below for our top reasons why every business needs email marketing:
You stay front of mind:
With so many businesses out there, it’s important to stay at the front of your consumer’s mind, and what better way to do that then by sending them marketing emails straight to their inbox?
With 91% of online users checking their email every day, you have the opportunity to speak directly to your consumer on a regular basis and in a way that can generate some great results.
You generate new leads:
A well-thought out email will generate new leads and sales for your product or service. Email marketing has shown to be the #1 most effective online marketing tool for lead generation for businesses (Ascend 2). The trick? Consult a digital marketing specialist who can create an effective strategy to optimise your email marketing content, captivate your consumer and help generate sales of your product or service.
You can analyse your data:
One of the best parts about email marketing is that you can track and analyse everything! It offers insights into how each email is performing including open and click rates, link clicks and engagement so you can ensure you are continuing to market to your consumer in the most effective way possible.
It’s the most effective way to communicate:
Despite the continued rise and importance of social media, email marketing is still one of the most effective ways to communicate with your consumer. Research shows that email marketing is almost 40 times more effective than Facebook and Twitter combined in helping a business acquire new customers (McKinsey). So what are you waiting for?
A few tips for sending effective emails include:
- Ensure your emails are of value to your consumer
- Make your emails engaging and not overly promotional
- Send your emails out regularly. Approximately every fortnight is best for optimal results
Do these things and you are sure to get the results you’re after!
Are you ready to incorporate email marketing into your digital marketing strategy? Get in touch with your team of digital marketing experts at Melbourne Social Co today.
e: info@staging.project-progress.net – P: 1300 386 165