July 2014 - YasTech Developments
MarketingSocial Media

Why now is a good time to invest your marketing budget into Social Media

There are still many companies who spend most of their marketing budget on traditional advertising. “It has always worked, so it should work now as well” they say. However, people’s media consumption habits have changed drastically in the last decade with the emergence of new media interfaces. People who read print magazines are now browsing articles on their mobile devices, and similarly, people who watched TV have now moved to Youtube for their video needs.

Here are some interesting facts to consider:

  • YouTube reaches more people between 18 and 34 years of age than any cable network
  • About 25% of smart phone users 18–44 years of age say they can’t remember the last time their smart phone was not with them
  • Facebook has around 1.28 billion users, that’s 1280 million users and 23% of them login at least 5 times per day
  • Around 50% of people say Facebook is their number one influencer of purchases
  • People spend an average of 1.8 hours a day using their mobile device, outranking TV, PC, and any other channel out there

Whether you are a big company or just starting up, you should have a social media strategy. Don’t miss out on opportunities to grow your business in the digital world.

Read more about Internet marketing from our next week’s post, or come visit us to learn everything you need to know.

Web Design

Simple Steps on Creating a Website that Sells

The digital world is moving and expanding faster than ever, with new capabilities and uses that we never dreamed possible. With so many companies going online to reach a wider audience and put their product out there, the web is becoming an as competitive – if not more – market than the physical world ever was. Everybody’s needs and wants can be satisfied at the click of a mouse and the touch of a button. So, with all your organizational peers popping up in the digital world, it’s time for a website. Here’s some tips on how to create a website that sells.

Know your Audience

The first thing is to know the audience you’re trying to reach, and build the design and goals of your website upon your audience’s goals and needs. It’s important that your customers can easily navigate and understand your website, so in order to create the ideal site, you need to first understand your audience. Your website should be created with your customers’ goals and needs in mind, and not only the needs of your business, so keep a clear customer focus in your design ideas. Build clear website goals on what your audience will expect and want from your site. Once you’re finished building your site, you can use Facebook targeting ads (discussed here) to reach your desired audience and optimize your marketing budget.

Provide Content that Matters

Make sure the content and structure of your website helps the visitors find what they’re looking for; don’t clog the website with unneeded content like too many images, videos, or excessive ads. A confusing site leads to an unsatisfied customer, so avoid losing customers by creating a fluid and user-friendly design. You can add bullets and paragraphs to help space out larger chunks of text to make it easier and more attractive to your website visitor. Provide the customer with all the information they want, but to help spread it out, put it under new links or “read more” tags, so they get the information they’re asking for. Your website doesn’t have any space limitations, so make use of that space to provide relevant content under multiple levels of detail and pages to give your client the best understanding of your product and services. Test your site with users who fit your audience character profile to understand your customers’ experience and reactions to your website, so you can spot the issues and stop them before they ever turn away any real clients.

Design the Site to fit your Business

The design of the site should fit the personality and character of your business. Know the image you want to put out into the world, so your customers can get a clear idea of who you are and why you’re right for them. Fitting your digital image to your real-world image will help give your business a sense of unity, and create an easily-recognizable personal style that customers will come to know and love.  By personalizing your website, you can create a web experience that will stick with the customer, and quickly turn visitors into buyers. Personalize your site by adding images and videos of your business, such as your staff, workplace, and events.

The Bottom-line

Create a recognizable and easy-to-use website that will help your customers find everything they need, and you will find that most visitors quickly come buyers. The website user experience is a crucial part to your online presence, as it can seriously affect your reputation in both the digital and real world. 68% of users leave a confusing website unsatisfied, and 44% of online shoppers will tell their friends about a bad shopping experience, so be sure to test your site before it goes live in order to catch any issues before they turn away real customers. Make your website fit the image of your real-world business in order to create a sense of unity, and keep clients coming back for more. Remember to keep your site customer-oriented, as meeting all the needs and wants of your clients is the best way to gain loyalty.

Read more about Internet marketing from our next blog post, or let’s meet and we can help you learn everything you need to know.

Credit:

http://vitamintalent.com/ux-statistic/#Introduction

http://ticsyformacion.com/2012/04/04/es-hora-de-repensar-tu-sitio-web-infografia-infographic-internet-marketing/

http://www.startupnation.com/articles/website-usability-creating-a-website-that-sells

http://searchenginewatch.com/article/2334157/How-Personalizing-Websites-With-Dynamic-Content-Increases-Engagement

MarketingSocial Media

Facebook Targeting to Capture your Audience

As of a study done in March of 2014, Facebook has 1.28 billion users that are active at least monthly. With Facebook being one of the world’s largest media channels, with impressive advertising capabilities, there’s almost no better place to promote your company and product. However, with an audience that big, how will you ever reach the audience you’re looking for?

The Answer

Facebook Ad Targeting. With Facebook’s new targeting features, you can narrow down to your desired audience to save money and reach potential customers with your marketing message instead of millions of people who will simply look the other way. With the extensive features of ad targeting, you can select the perfect audience for your company, and build a following of loyal clients and customers.

The first step in creating the perfect audience is to know your product. What are you offering? It’s important to know your product so you can accurately market it to people who would be interested in it. For example, if you were the owner of a small, independent video game store, you would probably want to advertise to people who were within acceptable driving distance of your store.

To begin selecting your audience, you have three choices. You can choose all Facebook users and filter your options from there; you can use your existing custom audience, Facebook users who have visited your website, downloaded your mobile app, or who are already in your system; or you can create a look-a-like audience, which expands upon your custom audience to include people who share similar preferences, interests, and characteristics. From both the custom and lookalike audiences, filtering is optional.

The next step is to move on to the filters. There are three main filters which help drastically narrow your target audience – Location, demographics, interests, and behaviours. While choosing your audience, Facebook provides a handy meter in the top right to show how expensive your ad campaign will be with the size of your chosen audience.

 

Choose by location

The location filter speaks for itself – it allows you to set where you want to find your clients. If you’re a video game store in Saskatoon, you can choose Saskatchewan citizens to target, or Saskatoon if you want something narrower. The location filter allows you to choose two widely varying places (like Saskatoon and Mexico), and even lets you exclude specific places you don’t want to promote to (e.g the United States, excluding Washington D.C). This allows for a lot of flexibility when choosing the location of your target audience.

Choose by demographic

The next step in choosing the perfect audience is to choose the demographic of the users. This is a useful feature if you’re looking for a specific type of people, as it lets you choose users with specific relationship statuses, job types, financial situation, education level and focus, and much more. In our local Video Games store example, you may want to target the ad towards those with a single relationship status, who would have more time to play games, and in a computer science field of study in school.

Choose by interests

The interests field helps narrow down your audience drastically, and really begin to market to the people who will be genuinely interested in your product and services. There are almost endless options for interests that you can select to help target specific Facebook users, such as those who love sports, or beauty, health, movies, and many more. You can select multiple interests to create a precise audience for your product and promote your ad to the most likely clients. For a video game store owner, you may want to choose to show your ad to people who like video games, computers, and TV. If you were specializing in life simulation games, you might narrow that further by adding dating, family, and friendship to your list of selected interests.

Choose by Behaviour

The behaviours choice is one of the newest features to Facebook’s complex targeting technique, and can help you choose users who have specific patterns of behaviour that might facilitate their use of your product. These behaviours can help you promote your service and product to people who travel for business, upload photos, use iPhones, and many other common habits. For your video game store, you might choose an audience who often plays console games, and are active smartphone users. If there was a user who had video games listed as an interest, but their pattern of behaviour didn’t reflect that interest, then this behaviours filter would help you avoid those who are not active gamers.

Why?

The Facebook targeting tools are crucial to any business looking to optimize their media marketing budget and get the best bang for their buck, as there are endless ways to narrow down your target audience to reach your potential clients and start bringing in business.

Read more about Web Design from our next blog post “Simple Steps on Creating a Website that Sells”, or let’s meet and we can help you learn everything you need to know.

Credit:
http://www.qwaya.com/blog/2014-04-24/highlights-from-facebooks-multi-device-study/

http://www.qwaya.com/blog/2014-07-01/finding-your-audience-on-facebook-infographic/

https://www.facebook.com/business/news/Core-Audiences

http://allfacebook.com/why-a-little-weird-thinking-is-key-to-facebook-success_b106539

https://www.facebook.com/business/news/Core-Audiences

http://www.qwaya.com/blog/2014-07-01/finding-your-audience-on-facebook-infographic/

MarketingSocial Media

How to set marketing budgets for Facebook and Google in Saskatoon

Facebook and Google are the most effective local marketing channels in Saskatoon.

Facebook is by far the largest social media site in the world, with Saskatoon alone having around 192,000 Facebook users. Marketing on Facebook can help you reach people who matter the most to your business, based on their location, age, and more.

Before you can start budgeting, you need to define the size of your target audience. Let’s say you’re a Beauty Salon owner and you want to reach all people living in Saskatoon who are female between 18 and 40 years old.

Use facebook to calculate your audience

You can use Facebook advertising tool to calculate your target audience size:

  • Number of Facebook users in Saskatoon: 192,000
  • Number of Facebook users in Saskatoon who are female: 98,000
  • Number of Facebook users in Saskatoon, who are female, between 18-40 years old: 60,000

Now let’s say you want to reach all of them, and only them, and bring at least 1,000 to your website every month so they can read more about your Beauty Salon and make bookings.

Plan your budget

Assuming average CPC (cost-per-click) is going to be around 0.50 CAD, then we can make a simple calculation that to get 1,000 clicks, we need to invest around $500 CAD into Facebook marketing every month.

Your digital marketing goal is to make money, not to spend money. So now you need to measure how much new business you are getting from this. Let’s say 2% of your new website visitors are making bookings. This is 20 new clients every month, and if the value of a new client is bigger than $25 CAD, then you’re already making more from Facebook than you’re spending.

The next step

After mastering Facebook, start growing your business with Google.

Google is by far the largest search engine in the world, and around 80% of people in Saskatoon use search engines to find local product and service information. That’s around 200,000 Saskatonians who are using online searches to find information on local products! On Google you can reach people at the very moment that they’re searching for the things you offer.

Let’s say your Beauty Salon wants to find more clients. What would be a better time to show your ad to people, than when they are searching for it? If they are already searching for Beauty services, then they are most likely interested what you have to offer.

You can use the Google advertising tools to calculate the number of searches related to your business (e.g. “beauty salons in Saskatoon”; “hair stylists”) and calculate an optimal budget for your business.

There are around 2,000 searches every month in Saskatoon for Beauty Salon related keywords, and you can expect around 10% of these people will click on your ads. That means that approximately 200 people would click on your ad and visit your website for more information. The average cost for beauty related keywords in Saskatoon can be around 5 CAD per click, so a good budget per month for you is 1,000 CAD.

Measure your results!

It is really important with Google AdWords that you take the time to measure what keywords make you money and optimize your budget. Let’s say you start with 800 different keyword combinations and you find that 100 of them are working best for you, now you can turn off 700 keywords combinations that don’t make money and substantially lower your budget.

To measure this you need to set up Google Analytics account and the measurement for keywords. You want to measure what keywords make you bookings and new clients. It doesn’t really matter if the keyword click costs you $0.5 or $5 CAD, what’s important is whether or not the keyword combination is bringing you new clients.

With Facebook and Google marketing, it is important to understand that you shouldn’t be measuring how much money you spend on media, but rather the difference between media spending and money made from new clients. If you make more money from new clients than you spend on marketing, then you really don’t even spend anything.

Read more about Internet marketing from our next week’s post, “Facebook Targeting to Capture your Audience”, or come visit us to learn everything you need to know.

MarketingSocial Media

How to successfully market through Facebook in Saskatoon

Over the years, Facebook has built many great marketing products which can help you grow your business.

While creating and posting content on a Facebook page is not going to give you any business results, using Facebook marketing products like Facebook Ads can give you great results in a short time. The only way to be successful on Facebook is to have a great marketing strategy, and a good budget for media.

set a goal

Before starting with Facebook marketing, make sure you have defined a clear business goal. For example, your goal can be to increase your sales, get app downloads, or increase the amount of paying customers. Any goal will work, but try to be realistic. For example, let’s say you’re a Beauty Salon owner in Saskatoon. With this first step of Facebook marketing, you make a goal to increase booking by 20%.

When the goal is set, you can begin to think how you might measure the success of it. Measuring is one of the most important parts of digital marketing. For example, you can use Google Analytics to measure online conversions, use Facebook insights to understand how much money you’re spending, and then compare the numbers to understand whether it’s cost effective or if there’s something you need to change. Measuring your success can even be as simple as using pen and paper to write down the number of calls your office gets. Using our example, a Beauty Salon owner should measure at least four things; firstly, money spent on Facebook media; second, number of website visitors; third, number of bookings; and fourth, money made from new clients. If you’re spending more on media than you’re making from new clients, then it’s important to understand why so you can tweak it to get the best bang for your buck. If the money you make from new clients is greater than the money spent on Facebook media, then you’re doing great, and might even begin to think about raising your media budget to get even more new clients.

Define your audience

After you have a clear goal and measuring system figured out, the next step should be to define your audience. Facebook gives you almost endless targeting options, such as location, age, gender, and even relationship status. As a Beauty Salon owner in Saskatoon, your target group may be 18 – 40 year old single females living in Saskatoon. Targeting is important, because you pay per click with Facebook marketing, and you want to rule out people who are not likely to pay for your services. By optimizing your marketing budget by targeting potential paying customers, you can show the ads to only the people who may become paying customers.

marketing solutions

The next step is to choose marketing solutions. Facebook has many to choose from, e.g. post engagement ads, which allow you to promote your post to specific users; news feed ads, which appear right on users’ news feeds; right side ads, shown on the right side of users’ pages, and many more. Usually solutions are chosen by the goal, but sometimes it’s better to test different solutions and see what works the best. As a Beauty salon owner, you want the people to visit your website and book an appointment, which right side ads might facilitate the best.

ads

When the strategy is set, the next step would be to write and design your ads. Facebook allows pictures, texts, and videos, so it gives you plenty of opportunity for creativity. Be sure that your ad message is clear and include call outs, such as “Book now and save -10%!”. Now your ads are ready for the net! You can now set up and launch your campaign –
But it doesn’t end here.

What’s next?

With social media marketing, work usually starts after the campaign is launched. You need to measure your campaign in real time and optimize it, so that you make more money and spend less on marketing. You can try changing ads, updating information on the website, or playing with targeting options or budget. There are many different options, but the most important thing is to find the best combination. It is all about testing different solutions to find the best. For the Beauty Salon, a good solution would be indicated by more money being made from new bookings than money spent on marketing.

Read more about Internet marketing on our next blog post “How to Set Marketing Budgets for Facebook and Google”, or come visit us to learn everything you need to know.

MarketingSocial Media

Stop posting content on Facebook, free social media marketing times are over!

The days of free marketing on Facebook are over. According to a Social@Ogilvy study of more than 100 Facebook brand pages, the average reach of organic Facebook posts is just 6%, and for large pages with more than 500k fans, that number is only 2%.

Organic-Reach-Chart

As more businesses pay to promote their posts and content, there is increasingly less room for free organic posts on users’ newsfeeds. It is only matter of time before organic Facebook posts’ reach is 0% for all business pages.

What does this mean?

This is bad news for businesses of every size who have spent great amounts of money and time to build their Facebook fan base – as the value of having Facebook fans is now almost nonexistent.

Let’s say your Facebook page has 1000 fans and the average post reaches 2% of them. You can now reach only 20 people with your post, and from them, maybe 2 people will understand your message if you’re lucky – to make it short, there is no marketing value and you’re just wasting your time. It would be like printing out large, expensive banners and setting them up in an empty forest. We don’t do that, so why do we create social media content for ourselves?

Facebook slashing organic reach is good news for businesses that don’t spend their marketing budget on collecting fans, yet at the same time Facebook still remains one of the most effective media channels. This is largely due to its precise targeting options, large audience, and low media price; only now businesses need to invest money in marketing on Facebook.

What Now

This new era of Facebook marketing gives an edge to businesses that have mastered Facebook marketing tools, or have hired agencies to manage their social media marketing.

Read more about Internet marketing from our next blog post “How to Successfully Market Through Facebook”, or let’s meet and we can help you learn everything you need to know.

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