5 Minutes with Kathy Koomson

We sat down (virtually) with Kathy Koomson, Head of Brand and Marketing at Core Talent, to find out more about marketing in the world of recruitment, the changes the industry has seen over the past ten years, and what the future holds.

Hi Kathy, thanks for chatting with Colour Me Social! Tell us about your background before joining Core Talent?

I’ve been in marketing for over 20 years and just been elected as a Fellow of the Chartered Institute of Marketing. Before I joined Core Talent, I worked as a Commercial Manager and Head of Product for an English manufacturer – that role gave me an excellent insight into Engineering & Manufacturing. Before that, I was at Bank of America/MBNA for 10 years and held various positions in marketing. During my last role, I was Head of Retail Strategy and managed the Retail Strategy Team, which was financially results-driven and creative.

What prompted you to move into recruitment marketing?

Core Talent asked me to come in on a contract basis and help initially as they wanted a new website. However, the further I got into the business, it became clear that it was an exciting growing business. A new website would not do it justice, so we completely rebranded and repositioned the company with a new logo, colour palette, and imagery. We even developed our values with input from clients, candidates, and employees. I have been with Core Talent for almost five years now. Recruitment Marketing is exciting and fast-paced; you need to be creative to appeal to candidates with job opportunities, informative to clients, and persuasive to potential employees. It’s a very stimulating company to be part of.

How does Core Talent help businesses?

We’re a specialist, engineering & manufacturing, construction, and consultancy business, and now we work globally across the UK, Europe, the USA and China. Our Directors actually transitioned from engineering and purchasing into recruitment, so they worked in the industries we recruit, adding significant value to technical knowledge and ability. We’re not a generalist recruiter – we really understand our clients’ needs.

We have consultants working in very niche markets, and they get to understand the client, the candidates, and the actual market incredibly well, so we’ve got some excellent knowledge. 

We recently developed our consultancy division, Tactical Consultancy. So we offer more than a recruitment service. We can re-engineer recruitment processes, manage a temporary workforce down to the payroll, provide competitor intelligence, support social media activity all support and improve our client’s recruitment processes. So we help clients in a lot of different ways. 

What does your role entail? 

My remit is the internal and external brand. So I’m looking at anything related to communications, branding, our messages, external brand, and internally. I am also responsible for introducing new products and innovation in the business and managing performance and spend on job boards and advertising platforms. As our consultancy division grows, I support clients with their social media and marketing, which is an exciting new angle to my role.

What does an average day as Head of Brand and Marketing look like?

On a typical day for me, I’ll come in and check my emails, and then I develop social media posts. I will also review the current performance of Core Talent and our client’s social media activities. As I manage the website and job boards, I will also analyse performance and ensure the consultants are supported with any queries.

I will also produce collateral, presentations, and pitches for new clients. Or I could be briefing our creative agencies or be speaking to Phil at Colour Me Social about social media activity. I often attend various meetings with consultants or the Directors who’ve got a particular challenge or particular piece of support they need. 

So, it’s pretty well rounded – it’s not just about the marketing. It’s about supporting the business, clients, and candidates using my expertise and experience. 

How would you say recruitment differs from other industries when it comes to marketing?

With recruitment, three key audiences are always at the centre of what we do – candidates, clients and employees/ potential employees.

We moved from a candidate-rich, job-short market to a job-rich, candidate-short market, so we have to work even harder to get exactly the right people for our top jobs.

With clients – it’s about bringing new ones in and supporting the clients we have. For the other audiences, our people, it’s essential to keep them engaged and happy at work. We are on a recruitment drive and always looking for new employees. This could be experienced recruitment consultants, trainees, or graduates – we want to attract those kinds of people into the business, so we need to demonstrate what it’s like to work for us. Everything we do needs to ensure that all of those audiences are considered.

How has the role of marketing within recruitment changed in the last ten years?

Years ago, you could put a job on a job board, and you’d probably more or less fill that job from that advert. But now, it’s about a lot more than that. You can’t just put a job on a job board and think it’s gonna drive people; you have to have an online presence, offer a variety of services and have an extensive network. So it’s critical, now, I think, to have a marketer within a recruitment business to support recruitment activities and the company. So it’s a lot more popular now to find experienced marketers and agencies than ever because recruitment really does need it. 

What marketing trends can you see happening in recruitment?

LinkedIn has become more and more popular for many recruiters; I see a lot of firms invest a lot more in terms of LinkedIn. They’re also changing how they communicate on social platforms – it’s much more creative, whether it’s white papers or explainer videos. This is true of Twitter, as well, but to a lesser degree. So there’s a lot more investment going into social media now than there was before. 

Also, as we see in other industries, a lot more digital technology is coming into the recruitment market that supports consultants and candidates. Video interviews, for example, have been invaluable over the last 15 months. However, I don’t think human contact should or will ever be replaced in the processes, but there will be many more shifts in the next few years with these great new technologies being introduced.

How has Core Talent changed in the Covid-era?

It has been difficult, as it has for everyone. We had to rebuild our workforce and restructure to enhance our offering in the US and Europe. Business areas like international construction and data centre construction continued to perform really well, as mission-critical projects were still ongoing. In contrast, other markets went a lot quieter during the first lockdown. So as a business, we’ve spent the last 12 months really looking at our markets, expanding further in the areas where we see more significant growth, like E-mobility, autonomous vehicles and AI, and dealing with our usual fields of construction and manufacturing.

Finally, what is the best marketing campaign you’ve seen?

There have been so many excellent campaigns I have seen and experienced over the years. I admire the teams who have created the current public health campaigns we have all been exposed to over the last 15 months. They have had to get the information and strategy out to the whole country in a short space of time and ensure that the core message is memorable and easy to follow.

There are also two above-the-line advertising campaigns that I have always loved. The Guinness Surfer/Horses advert and the Dairy Milk Gorilla advert. The mix of cinematography, the characters, the straplines ‘good things come to those who wait’ and ‘a glass and a half full of joy’ set against the musical score all contribute to these adverts being some of the greatest and most memorable of all time.

Social Media Marketing in 2019 – What trends can you expect and what should you focus on?

2019-trends-final

If one thing is for certain, it is that the general trend for Social Media Marketing this year will be to focus back on actually ‘being sociable’ as a brand. Efficient communication with your customers and building relationships and loyalty are key. Brands must go back to be more human and relatable. Audio and visual content and the latest AI will be your friend. We are talking Podcasts, what the best Visual Content should look like, Live videos and Chatbots.

Podcasts

These are a good alternative to a video if you are not comfortable with your video skills or haven’t got the budget for the required equipment to make it worth your while. Podcasts are the new live radio and many users prefer it because they can choose exactly what they are interested in and listen anytime and anywhere on their portable devices. Podcasts also don’t force themselves onto customers as advertising, as they have to subscribe to what they really want to know about. They help to build familiarity with your brand and feel they get to know you through the voice of the presenter, especially if they subscribe to a series. Listeners recommend them to friends and help you grow your audience.

All you require is a good quality microphone and headphones, editing software is available for free online and easy to use. Just ensure that you have a good WiFi connection for uploading them. You may want to send them by email to existing customers first, but then make them available on podcast distributions channels. A recent survey of 300,000 listeners showed that 63% made a purchase due to podcasts.  Making them will help you become a better public speaker and engage your audience.

https://smallbiztrends.com/2017/01/benefits-of-podcasting.html

Visual Content

On Social Media, the trend for Visual Content is towards Stories and Augmented Reality. AR may currently be only achievable for the big players with the big money, but we can all tell a story through visual content. Venngate asked 500 digital marketers what makes good visual content. We will summarise a few of the most interesting statistics here for you:

The five best-performing formats in 2018, were:

  • Original graphics, such as Infographics (40%)
  • Videos and presentations (23%)
  • Charts or data visualization (20%)
  • Stock photos (12%)
  • Gifs or Memes (5%)

Of these, 49% were produced through Online Tools or Graphic Design Software, and Venngate has seen a 60% increase in the use of their Online Tool from 2016. Around a third of the informants used In-House Designers, 11% a software like Adobe Suite or other tools or had professional help. 10% said that they employed Freelance Designers, who have seen a fall of 150% usage from 2016. So as you can see, you can create good Visual Content yourself. Over two-thirds of the marketers asked to consider them to be essential for any marketing strategy, and 81% of businesses will rely heavily on visuals. However, they also said that it can be a struggle to produce engaging visuals consistently, so spread your wings and use a wide spread of different content for best results.

https://www.socialmediatoday.com/news/14-visual-content-marketing-statistics-to-know-for-2019-infographic/545056/

Live Videos

These have seen a big increase recently because when you see real humans talking live, it feels less corporate and more genuine. It has been shown that on average people watch live videos for longer than non-live ones. They really help your customers to engage more and allow for brand story-telling. If you think of live videos as the kind of thing a teenager does on Facebook when he wants his friends to know what a great time he’s having somewhere, rest assured that when it comes to marketing, it is nothing like that. Live streams are used for:

  • Q&As – you can answer your customers’ questions live and build a connection
  • Customer Support – again, giving your brand a human face
  • Special Announcements and Product Introductions
  • Interviews with influencers to increase outreach
  • Blogger hosted or partnered streams
  • Behind-The-Scenes videos
  • Live events – presentations, talks, performances, product demos, conferences

https://hi.photoslurp.com/blog/live-video-marketing/

https://www.convinceandconvert.com/digital-marketing/using-live-streaming-video-successfully/

Chatbots

Okay, using AI doesn’t appear very human, but Chatbots can provide your instant customer support 24hrs a day, exactly when they want it and very efficiently. Chatbots are mostly used inside messaging apps, but you could also have one on your website. The first question will always be ‘How can I help?’ – even though you are talking to a computer, you still get friendly customer service, even if human interaction is an awful lot more complex. Chatbots are designed to provide shortcuts to give the user exactly what they’re looking for and nothing more. That also means they don’t feel like you are pushing them and trying to persuade them to buy something else. Instead of scrolling through endless options on a website and then filling in all their details, then ordering – the Chatbot will take a simple request and do the rest.

Most people will use only 5 apps most regularly on their devices, and these are mostly messaging apps with 5 billion monthly users. As bots are integrated into these, there’s no need to go to another app or website, therefore very convenient. By thinking about every micro-decision a user has to make, you can create chatbots for things like adjusting a reservation or updating shipping info. It is best for businesses to focus on 1 function but do that well, as according to statistics 47% of users are happy to buy through a bot. China is setting the trend here and there you can use a Chatbot to hail a taxi, order food, book your next holiday, etc.

To summarize, Social Media Marketing in 2019 is all about making your customer feel like he knows you and your brand, create a connection and therefore loyalty. You do this by being more human and literally visible (or audible in Podcasts) plus conveniently and efficiently available 24/7 with ‘no-fuss’ when that’s what the customer wants.

How to Make Facebook Lead Ad Forms Work for You

We all know Facebook, with its 2.23 billion monthly active users is a prime location to attract new leads. Mobile advertising on the site has seen a marked increase in 2018, so how do you ensure your ad stands out from the crowds?

There is a myriad of options when it comes to using Facebook ads, but Lead Ads are the easiest and most effective way to build high-quality leads through the network’s mobile users. Users simply click your ad and a form pops up, already pre-populated with the information they’ve shared with Facebook, allowing your business to follow up with them. One of the highlights of lead ads is that they allow users to enter personal information in your form without ever leaving Facebook.

Lead ads can be used to collect sign-ups for newsletters, price estimates, follow-up calls, and business information. The form allows you to gather email addresses, contact information and even ask people custom questions.

The Context Card is Your Best Friend

Once you’ve created your ad, you’ll be able to build your context card.

The context card is the step between your lead ad and the form itself. They’re optional, but the chance to share more information about your business in the moments before potential leads give you their information shouldn’t be missed. By providing users with more details about your business you will also improve the quality of the leads.

You can use the context card to:

  • Highlight the benefits of your business
  • Promote special discounts & offers
  • Create a double opt-in

Craft the copy carefully and keep it to the point. You can also use this opportunity to display strong social proof of the value of your product. Evidence of quality e.g. ‘used by 500,000 people’ or testimonials such as ‘I saved £300 this month using Money Wonk’ are powerful persuasion techniques that make users more likely to trust you and provide more motivation for them to give you their details.

Remember these three points: who you are, what you’re offering and why your potential lead should give you their information. E.g.

Motor Sure is the # 1 Rated Driving Instructors in Surrey (the who)

February Sign Ups receive 30% off their first lesson (the what)

Register Interest to access the offer (the why)

The Best Use of Forms

After users have clicked your call to action button on your beautifully crafted context card, a pre-populated form will pop up. Facebook does the hard work for you here, meaning you’ll have more conversations and fewer drop-offs.

You can customise this form, so think carefully about what information you really need. Facebook lets you choose from options like email, name, address, date of birth, gender, company name, and more.

Keep Your Form Short and Sweet

Typically, the more questions you ask, the less likely people are to complete the form.

Expedia lost $12 million per year by asking one additional question in their booking form. The sooner users can complete the form, the better – follow these tips for the highest conversion rate.

  • Only ask for the most pertinent information (remember, you can always gather more information when you follow up)
  • Limit open-ended questions – the more people are required to type, the higher your drop-off rate will be. Try using multiple choice answers to collect similar data, filling in forms can be difficult on mobile.
  • Keep multiple choice answer options to a minimum, 3 or 4 will suffice

Tone and Content

Think carefully about what to include in your headline text – it’s yet another opportunity to increase motivation for users to give you their details.

If it suits your business, try using a conversational tone in your questions e.g. the Last question, what’s your email address?

Do you really need to ask for phone numbers? People are increasingly reluctant to provide this information – a study by Clicktale found that marking the phone number field as optional decreased the form abandonment rate from 39% to 4%.

Facebook Lead Ads are a brilliant way to build your audience, and if you follow these tips you’ll undoubtedly increase your conversion rates.

Do get in touch with us at [email protected] if you need help creating your lead ads, content cards or forms.

How thought leadership content can bring you new business

When we talk to our clients about producing thought leadership stuff, the reaction is always ‘sure, that’s something we know we should be doing but we don’t have time’. It’s true, establishing and maintaining a position as a thought leader is a resource-intensive activity, but one that in some cases can provide real benefit for those that put the effort in. Huge firms like Deloitte invest in producing white papers each year – why? Because it positions them reputationally at the forefront of their field and gets their brand in front of decision makers. But not everyone is Deloitte, far from it, so is there value in SMEs putting out thought leadership pieces?

What can you do to make it a success?

1)  Originality – thought leadership should be just that. Rehashing old ideas, last year’s data and well-known arguments won’t cut it. Some businesses naturally won’t have much to say that hasn’t already been said, although this doesn’t often stop them! Generally, if you have a small audience and following, you’ll need to produce something really insightful, something people will want to share for it to be worth your time and effort.

2)  Occupy a niche – smaller businesses tend to be experts in niche areas. Make that work in your favour and tackle topics that relate to your core proposition. This will drive the right kinds of people to read it and raise awareness of your work amongst those likely to buy your products and services – this alignment is really crucial to provide ROI.

3)   Brand values and personality – your personality as an organisation should shine through the output. Let it be a window into what you’re like to work with; what your values are and what your take on the subject is. Whilst it’s good to present data and evidence, original analysis is what gets people excited and more likely to share.

4)  Format – thought leadership pieces range from full-on primary research over years, or can take the form of an informal blog series like this one. There’s clearly a balance to be struck between investing loads in a huge project and not hitting the mark because of insufficient research. This is why it’s important to play to your strengths, it’ll allow you to make the most of your time. Often a level of research will be required, otherwise, you’re in the realms of an opinion piece – people usually expect some fresh evidence in thought leadership. For SMEs, this could be a great project to involve (paid) interns in – they’re fresh out of researching full time for the university and can tackle the time-consuming stuff.

5)  Timing – releasing your piece at the right time and through intelligent channels is obviously a key part in creating impact. Will industry press sponsor it’s release, or at least mention it? If not, perhaps it’s a sign it’s not ‘leadership’ enough.

6)  Don’t play your whole hand – ultimately, these things are designed to drive people towards your organisation, showcase what you know and your take on the world, but should leave them wanting a little more. A reason to get in contact is key, so provide questions and some answers, but perhaps hold one back for face-to-face discussion.

Oh yes, and make it easy for people to get in touch with you. Like this. Drop us a line at [email protected] to discuss any of this, and how we can support with the production of thought leadership pieces and strategy.

3 Ways to improve LinkedIn engagement

Linked In is one of the social media networks, that managed to survive technology changes, market turbulences, and people’s preferences. It is a really specific social network designed for the business community. Co – founded by Reid Hoffman, the site which was launched in May 2003, currently has over 300 million members from 200 countries, representing 170 industries.
It has huge potential as social media network because it offers multiple possibilities especially if you are B2B oriented. What makes Linked In unique is the relevancy of the data base.
People not only spend but they invest time on LinkedIn.

The interest on this social media is for content that will help in solving a problem or improve professionally. According to the latest stats and data, 80% of B2B leads come from LinkedIn, and 94% of B2b marketers use LinkedIn to distribute content.
However, the tricky part here is the engagement. Not every, business knows how to increase engagement of the content they are pushing through this social media. As a small business or startup, it is difficult to effect the engagement levels with just posting relevant content on your company page. You have to do more. There are secret tips and tricks that can do that for you.  Social media examiner explained everything in detail in their article but we have compiled a list of 3 easy ways to improve your Linked In engagement.

1. Incorporate LinkedIn groups in your marketing strategy

LinkedIn groups are useful for sharing content. At this point, there are in excess of 2 million groups available on LinkedIn. Groups are the place where like minded individuals discuss ideas, solve problems and post theme related posts. The key word here is the like-minded individuals. Groups are like filters, there you will find the most relevant audience ever.
Your content will be seen and will engage with potential leads and customers. All you have to do is spend some time researching. You need to find the groups that will suit your predefined marketing persona, join and share at least twice per week some content there.

2. Promote only text – posts

Although visual content and marketing is dominating on Facebook, LinkedIn users have other philosophy and interests. Sharing text only posts will help you increase the engagement level. Yes, you read it right. Text post may be the most boring ones for other social media networks but not for LinkedIn. You can add some links in the post, but it should stay in the standard text version. LinkedIn lets you include up to 1,300 characters which are around 250 words.
Why are text posts big on LinkedIn? Because LinkedIn doesn’t want to display posts containing links to third party sites. When a user clicks on a link it automatically leaves LinkedIn which is not good. Logically LinkedIn will make priority any text post on the news feed.

3. Like Your Own posts

Liking your own posts can seem a bit silly but it does help in improving engagement on LinkedIn. This is true because people are more likely to interact with a content if others have interacted first. Especially if you post your own blog, applying this technique is a must. Liking your own comments can help too. When you press the like button on each comment to your post, those people will receive a push notification that will remind them about your company and ultimately trigger activity.

It can be time-consuming to implement everything we mentioned before. We can definitely help. We have the right tools that will save your time and energy so you can focus on other important issues. Contact us here: http://www.colourmesocial.co.uk/get-in-touch/

6 Skills Your Social Media Manager Must Possess!

What is the difference between internet marketing and traditional marketing? There are a lot of differences of course, like the goal of the strategy, the promotional channels used etc.

Over time, the gap between the internet and traditional marketing got smaller. Nowadays, we can even say that internet marketing is not the only type, but certainly the main type of marketing that companies use. It might not be a 100% the case but the market is moving in that direction. It’s possible that soon all marketing activities will be digital.

Social media plays a huge part in digital marketing. As a startup company or small business, you must have someone that will ensure that your online presence and branding is the best it can be. Remember, the look, the message and your social media responsiveness affect how the general public or your potential customers perceive your business. Social media along with your website are the first things people see. And we all know how important first impressions are.

Having someone that will dedicate their time and effort on your social media presence is definitely something you should do.  It is a complex position because you will need to find someone that has a certain set of skills and experience in order to manage your social media effectively. So what type of a skill set should a social media manager possess in order to be successful?

We have prepared a list of six most important skills that great social media manager must possess.

Take a look:

  1. Basic Graphic Design Skills

It’s a well-known fact that social media is getting visual. A good social media manager must possess basic graphic design skills. What we understand as basic graphic designs skills are: creativity and colour sense.  In other words, the ability to think graphically. We are putting aside the knowledge of graphic design software because there are a lot of free online tools that are easy to use and navigate. For instance, Fotor and Canva can do miracles. They have everything every social media manager needs to create the perfect graphic solution.

  1. A passion for writing

Blogging is an important part of your internet marketing strategy. Ideally, your social media manager will have a passion for writing and be able to write at least one blog per week that will address your target audience. Knowing how to create the perfect social media post requires writing abilities and creativity. Buffer has very useful tips from proven blogging gurus that must be the core values of your blogging activity.

  1. Understanding content curation and strategy

Every social media manager knows that content can do wonders for social media growth. Sometimes experience is not required, but a mindset that recognises the need to curate or create content that will be customer centric. In other words, indirectly selling your services by promoting content that will address the issues your business can fix. HubSpot has amazing tools you can use for content curation while Mention will show you what are the true benefits of content curation.

  1. Social media advertising knowledge

Social media advertising is crucial for the growth of your business. A good social media manager has to know how to set up paid campaigns, define the target audience and create suitable visuals for the ads. It sounds pretty simple, right? But in order to have effective social media ads, you must test a few alternatives, measure the performance through A/B testing and focus on the best performing ads for your target audience.

  1. A Lust for social media knowledge

Digital marketing it’s a fast-changing industry. To stay on the top of the game you must follow marketing trends, apply new tools and try new things constantly. The will to constantly work in a dynamic environment and learn new things is an important skill you should look for in your future social media manager.

6. The Growth Hack Mind Set 

Working constantly on growth is a must activity. You need a person that will know your target audience and work on growing your following online base every day.

If you fail to find the right team or person, we can help! We have years of social media management experience. We can make your social media presence spotless. If you want your business to bloom online and enter the social media renaissance era, contact us. Drop us a line here: [email protected]

How will Facebook help you get the best creative for your ad with Creative Hub?

Facebook Ad visuals: Cycle of pain or creativity? It depends on what type of person you are. If you enjoy being creative and expressing yourself, then you’ll love developing the visuals.

If you are not naturally a person who wants to spend hours compiling nice imagery and catchy wording, not so much. Like it or not, the new age of marketing requires out of the box visuals that capture your target audience’s attention. If you are a small business owner can you really handle everything and spend time on creating Facebook ads? Didn’t think so. It’s hard. That’s why Facebook introduced Creative Hub to the world.

Creative Hub is designed for businesses to be able to share their best ad mock ups and learn from each other. It’s easier to get inspired if you have access to other creative solutions from businesses in the same industry.

Creative Hub is for:

  1. Creative agencies
  2. Internal creative teams of brands
  3. Creative teams at media agencies

The best thing is anyone with a Facebook account can create mock ups and use Creative Hub.

You can use it for personal projects, but the true value of Creative Hub can really be seen at work. So, the first thing you need to do is set up a Creative Hub account for the agency or business you are working for before you start your design.

You do this by becoming an admin on their Business Manager Account. The person who created the business account has to add you in the page roles area as an admin. That’s easy to do. You can check further instructions by clicking here.   This is a very important step, you must do this right in order for the Deliver AD button to appear later.

What does Creative Hub offer?

Creative Hub offers different ad formats that you can use for creating your ads. When you enter Creative Hub, click on the top right green button that says ‘create mock up’ and choose one of the available options for Facebook and Instagram ads.

You can choose various creative solutions such as:

  1. Interactive: Carousel and Canvas ad formats
  2. Video: 360 videos, slideshow ads, video and video link format ads
  3. Image: Single image and single image link format ads
  4. Instagram: Image, video, carousel and stories format ads

The best part is that Creative Hub provides inspiring examples for every type of creative solution they offer. Go to the get inspired area and find a solution that suits your product, service or company page.

After you find your perfect creative solution and decide what is best for you, it’s time to create your perfect mock up.

Every mock up solution has specifications that you must follow in order for your ad to get approved by Facebook.

After saving your mock up you can preview it, get a shareable link, duplicate it or move it to power editor and deliver it as an ad.  As I previously said, you need to have the right permissions in order to see the Deliver AD button and transfer your ad into the Power Editor. Remember that!

Creative Hub can save you a lot of time if you are a busy entrepreneur or growing start up. We can also help.  We have the experience and the expertise, so if you ever feel overwhelmed with anything or all things social, simply contact us here: http://colourmesocialtwo.clicthru.co.uk/get-in-touch/

5 Tips for Understanding Social Media ROI

Many businesses understand the importance of social media. With its ubiquity in the modern world, it’s essential avenue for reaching clients, customers, and potential leads. But few businesses understand how to measure their success on it. If you have no idea whether your social media efforts are successful, or if your clients are bugging you for evidence of your social media prowess, it’s time to consider social media ROI (return on investment).

ROI provides tangible proof that your marketing efforts on social media are working and doing what they should be. It allows companies to know which posts are successful, and which aren’t, allowing you to improve your offerings over time. It can be a challenge, though. Algorithms are constantly changing, and there are always new tools. However, there are some key steps that can be taken to start measuring your social media ROI properly. Here are five we like to use.

Set (And Know) Your Goals

ROI is about quantifying to what extent you got from your posts what you wanted. Clicks, likes, shares, leads – any measurement of your success depends on your intended goals. Before you can track or measure ROI, you must determine your goals so you know which factors to measure. Setting goals allows you to tailor your posts towards achieving them. If you haven’t set goals, do this now – it will be a big benefit for that which will enhance your ROI further. The most common goals that businesses set for their social media posts are reach, traffic, leads, new customers, and conversion rate. Conversions can be anything from filled-out contact forms (which create leads) and link clicks to file downloads and social interactions.

Suffice to say, there are many metrics from which to measure ROI and these depend on your goals. Want to get more customers? Set goals for account signups or new traffic. Looking to spread the word about your brand? Keep tabs on reach.

Measure Your Visitors

Most social media websites include integrated analytics. These allow you to see the performance of a given post or combination of posts. Alternatively, you can use complementary apps like Hootsuite (for Twitter) to get more sophisticated insights for understanding ROI. For more complex goals, like click-throughs on a landing page, consider using software like Google Analytics. It automatically tracks all kinds of information about your visitors – including where they came from. Sophisticated CRMs and marketing automation tools like Hubspot and Mautic also allow you to create landing pages with integrated monitoring and analytics. This is great for tracking post with a common call to action and a shared goal. You can also use it to compare the performance of different pages or social media posts. By measuring visitor activity, you can find out all kinds of insights. These include: understanding how many users click from your site to your social media accounts; which posts/social platforms visitors came to a landing page from; and what pages they went to after clicking through.

Track Campaigns

Groups of posts with the same goal are grouped into campaigns – a structured effort to achieve something using social media. For each campaign, measuring the time spent, the cost of ads, etc. and balancing it against the performance of the associated posts (in relation to your chosen goal) can help to determine the ROI of a campaign. For example, let’s say you spend 4 hours getting paid £10 an hour to create a campaign of four posts. If this results in 40 purchases being made, then that’s £1 of investment per purchase. That’s a pretty good ROI (depending, of course, on the cost or profit line of those purchases).

Report Your Results

Gathering all the data is useless if you don’t make use of it, so it’s vital to determine a way to report any findings on social media ROI. Whether it’s simple graphs and tables in Excel or more complex solutions like Google Analytics reports, having some kind of visual aid to show the impact of social media on the business can be great for showing success – or for finding ways to improve.

Google Analytics isn’t as intimidating as it seems – this blog from Convince and Convert has a great overview of the top five Google Analytics reports for showing the impact of social media marketing, so you can see what it can do and how to do it.

Review, Reflect and Adjust

Once a report is created, you should be able to quantify and visualise your ROI and review your results. Good ROI tracking can compare different posts to see what worked and what didn’t or compare the performance of paid advertisements against non-boosted posts to see what the added cost got you in return. Reflecting on results can show where successes and failures occurred, and highlight which tactics worked and, just as importantly, which didn’t. Adjusting your goals and posting styles in reaction to your ROI can help to improve your performance on social media over time – and, again, that will show in your ROI reporting.

At the end of the day, social media is a numbers game – be it for likes, click-throughs, or new customers, monitoring and reacting to your ROI measurements can help with all manner of potential goals for your business or website. If you need any help understanding ROI on social, contact us at Colour Me Social today.

The cost of DIY social media

These days, few doubt the importance of social media in growing and developing your business. There are very few businesses not active on sites like Twitter and Facebook. Those who aren’t rouse suspicion from a customer-base increasingly used to easy engagement with businesses possessing a visible social media presence.

Many small businesses now grasp the importance of an active presence on social media. But a still-vast number of these fail to understand exactly what they need to do to make sure they are using it effectively. They are missing a ‘major business opportunity’ as a result.

With small teams and scarce resources, you might try to take on extensive social media management yourself. This, however, is often not cost effective. It can leave your time spread thinly across watered-down output, and a diminished focus on other aspects of your business.

Our team take a look at the challenges you face as a small business trying to manage social media on your own.

Where to start?

Today there are so many social media websites and platforms. It is hard to know which ones are useful for your business, and where to begin. The rise of social media has resulted in a proliferating number of social media channels to choose from. They all have with different – and rapidly changing – features and user demographics.

From Twitter and Facebook to LinkedIn and Instagram, there are many social media channels for use in the business sector. Each one brings different benefits and drawbacks which greatly determine their use to your business. Knowing which to use, and those to avoid is a vital starting point for your social media strategy. Expert consultancy and knowledge of the market can help you get this right.

Learning to engage properly with your audience

Choosing the correct channels to promote your business is one thing. Understanding how to engage with each channel effectively is another. How you engage is a broad term, and encompasses when you choose to engage with your audience and who you want this audience to be. This can be anything from scheduled output and keeping your profile active in particular periods, to more active customer engagement as and when they use social media to reach out to you. You must also consider who you are engaging with. Platforms like Facebook and Twitter allow businesses autonomy over the people that want to target, beyond their existing followers. Getting this right is crucial, and can require expertise.

Sourcing high-quality content

A key next step of engaging effectively on social media is the sourcing and creation of high-quality content. Experts Hubspot offer the following advice:

“You can’t speed up inspiration, but you can get better at chasing it. Whenever you sit down to write content, you should dedicate a concrete block of time for researching articles, images, and data to support and enhance your narrative.”

High-quality content understandably does not source or create itself. Your social media output is the first thing potential clients see when finding your business. However, doing this correctly diverts significant time away from other areas of your business.

Keeping up with analytics

The need for expertise is no more obviously required than in the field of analytics. Analytics are the ultimate key to measuring the effectiveness of your output. You need information on who is engaging with your channels, when they are doing so, how they are and why. This is hugely important stats to help you refine your digital presence. Making sense of these is understandably difficult. Whilst this data can be used to improve your social media output, you need the necessary skills to both interpret it and craft the necessary strategy in response.

Training

Even in situations where you have staff devoted to social media management, this is no guarantee of success. There are many social media ‘basics’ that employees can be unaware of, ranging from the basics of how each site works to understanding questions of privacy and tone, with a general lack of quality control in-between. Training others to be social media experts can be costly, and requires constant upkeep as staff move on and the social media landscape shifts.

It is difficult to imagine that this money could not be better invested in other areas of your business.

Your time could and should be spent developing your business in areas which play to your strengths, rather than wasting time creating output for social media which lacks the necessary quality and insight to truly benefit your business’ development.

Expert assistance can save you time and money, aiding your growth by giving you better social media content than you could produce alone at a fraction of the cost. With consumers relying on social media and content to make informed decisions, outsourcing your social activity can give you the competitive edge required to drive sustained growth.

Colour Me Social are here to help. We offer a very affordable solution, working closely with you to grow your online presence in a manner befitting your business needs. Click here to get in contact.

 

Thanks to: Hootsuite + Hubspot

Is your business active on social media? If not, what rewards are you missing out on?

If your business is not active on social media what are you missing out on? New clients? New Customers? Are competitors engaging with your customers before you?

In a world of increasing interconnection between businesses and customers, there is plenty to be missed out on if you don’t make the most of the opportunity. Let’s take a look at what you’re missing out on and the perks of effective social media use.

Act fast, stay relevant

Increasingly, having a business presence on social media is a matter of urgency. There are so many people just like you, with a raft of interesting ideas and a burning passion to make them work. Promoting your business on social media is fundamentally about staying relevant. Social networking platforms are entry points to businesses for interested customers searching for the right product.

Getting to know Your Customers

The need to promote your brand online presents a unique opportunity to find out more about your customers. The correlation between successful promotion  and eventual boost of your brand requires little explanation. With the  customisable nature of each customer’s social network, targeting those whom you want to target has never been easier.

This process is, of course, a two-way street. Facebook allows you to use adverts to reach target demographics. But also, potential customers may find your business across social media platforms, reaching out to you directly.

What do your customers want? What do your customers need? Who else are they engaging with, and why? By opening up your business to social networks, you start to answer these questions.

Getting to Know the Competition

If you aren’t promoting your brand via social media, chances are there’s a business similar to yours who is. Getting up to speed with the business side of social media brings you back into connection in the fight for new businesses. It also gives you a greater insight into what does and doesn’t work in your line of work.

What are your competitors doing that you aren’t? What are they doing that you might wish to avoid? Is there scope for collaboration between businesses across social media? These important questions can be answered once you choose to engage with your wider online community.

Style is Substance

This final point presents a somewhat less tangible outcome, though one which is so often overlooked even by those adept at marketing their brand online.

Social media isn’t just about getting an insight into others or boosting your outreach; it presents an opportunity to not just promote but to refine your own business. With the general trend towards eye-catching infographics and snappy yet insightful short videos, building up your business on social media allows you to perfect precisely how people see and understand your business, which remains an increasingly important facet of the current business landscape. Refining your brand has never been easier, from presenting a stylish display of your products, to allowing a more human voice to cut through a more precise, technical idea. All of this is available at a fraction of the cost of more conventional marketing and design processes. Ultimately, your online presence represents the first impressions of your business that your customers will see, and thus its capacity for both grasping and keeping their attention shouldn’t be overlooked. An engaging social media presence, more than a billboard or magazine ad, is likely to keep them returning – and themselves engaging – with your business and your ideas.

Just a fad?

Those who remain sceptical of the capacity for social media to promote and transform your business ideas perhaps ought to head the advice of Ryan Holmes, CEO of Hootsuite, the internet’s most widely used social media managing platform with more than 10 million users:

Right now, we’re undergoing a business transformation just as momentous as the advent of the Internet. Its promise is almost as limitless and yet there are still holdouts who insist it’s “just a fad.”

Social media has already transformed the world, and the world of business is no different. Many still doubt – or perhaps more accurately, fail to properly grasp – the true value of social media in aiding business. That in spite of these changes (social media is still very much in its infancy, Facebook itself is still just 12 years old) renders this problem all the acuter.

There are many advantages to being had from effective engagement with social media. If your business does not make the most of these platforms, someone else surely will, and potential customers will soon take their business elsewhere. All of this may happen without them ever having the chance to hear about your product, no matter how suitable it might be for their needs.

You’ve got your killer idea, now go and sell it to the world.