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What type of Facebook Content Performs Best for Businesses?

The popularity of social media has made many businesses rethink the way they reach their customers. Millions of businesses around the world rely specifically on Facebook, the reigning social media giant, to connect with people.

In fact, there are more than 80 million small businesses using Facebook Business Pages!

Brands of all kinds have found massive success using social media to promote themselves. It’s cost-effective and relatively easy to serve ads to Facebook users, highlight new products, share company news, and connect with customers.

In 2018, Facebook made major changes to its algorithm — the process that determines the order in which posts appear on a user’s newsfeed.

The new algorithm shifted the focus away from posts by brands and businesses towards posts from friends and family, which naturally had quite an impact for brands with business pages on Facebook.

The change meant a drop in engagement for business pages – within some categories, by as much as 50%.

It’s a staggering statistic, but there’s no need to panic now. A study by NewsWhip has found that engagement rebounded significantly since then.


Here’s what you need to know.

Top 10,000 Posts in 2019

According to the analysis of the top 10,000 Facebook posts last year, photos dominated in popularity and performance. It’s clear that images generally get the most engagement, with video following closely in second place, and links third.

The takeaway: there is a very clear preference for visual content.

 

Average Engagement by Post Type

Native video, which is uploaded to or created on a social network as opposed to being hosted on another site and shared to the social platform, drives the highest average engagement and the highest average shares among all types of posts.

The takeaway: native video yields higher engagement than live video!

 

Measuring Engagement through Reactions

There are several ways to measure engagement on a Facebook post including comments, shares, and reactions. Reactions are a unique way to show a response on a post through liking, loving, showing care, laughter, shock, sadness, or anger.

 

The NewsWhip study looked at the overall level of reactions across the top posts from 2019 and determined that the “Like” reaction was the most common type of engagement on top posts with 44% of all the engagement, followed by “Shares” at 34%.

The takeaway: reactions are likely to be the main user response to your posts compared to comments and shares.


Social media is highly visual by nature, and the data proves it.

While text posts and links are still going to get engagement, it’s important to prioritize video & photos in your marketing strategy!

Your Guide to the Perfect Billboard

It’s no secret here at Condron Media – we love outdoor advertising!

Our team firmly believes in well-developed marketing plans that incorporate the right amount of traditional + digital advertising, and billboards are a tried-and-true traditional platform that gets results.

Outdoor advertising has the flexibility to reach people in unique ways. Billboards traditionally come in two sizes – bulletin or poster. Boards can be static vinyl or have rotating digital messages.

“Wallscapes,” which are boards found on the sides of buildings or on walls within parking garages, are growing in popularity in our area.

You can reach commuters with great frequency on well-traveled highways or dominate specific urban areas with your messages through outdoor advertising.

But what makes a billboard great?


 

Copy Tips

As a general rule, the ideal billboard contains 7 words or less.

Drivers are speeding by with only seconds to take in your whole message, so keep it brief and to the point. Determine the core of your message and emphasize it without over-burdening the board.

Choose a font that is large, clear, easy to read, and has proper spacing between each letter or line of text for the best readability.

 

 

Creative Tips

Creative choices on your outdoor design matter just as much as your copy. A great billboard is visually appealing, attention grabbing, and memorable.

Pick colors that contrast well against each other and try to keep the background of the board simple when possible.

Less is more! Consider using symbols or other visuals to get your message across.

 

 

Call to Action

Consider the call to action on your next billboard. What do you want people to do after they’ve been exposed to your message?

If your website URL is short and memorable, include it on your board. Or, you can direct people to look you up on social media without even asking – simply include the iconic Facebook icon somewhere in your board design.

A healthy mix of traditional + digital marketing tactics will help your campaign thrive.

 

What is Social Listening and Why Does it Matter?

Wouldn’t it be great to know what your customers really think about your business?

What are people saying about your company? How about your competitors?

If you’re not performing social listening, you’re missing out on these valuable insights and more.

 

illustration of connections made through social media networking

What is social listening?

Social listening is the practice of observing your online presence by monitoring, tracking, and analyzing conversations about your business or brand on various social platforms.

It’s about gauging the collective online “mood” and analyzing those insights to better integrate your social media marketing strategy.

Social listening is a two-step process:

First, monitor social media for mentions of your brand.
Then, analyze what people are saying to find actionable ways to evolve your social strategy.

 

Why does it matter?

Practicing social listening helps businesses manage their reputation, track growth, identify new opportunities, and develop a strong, loyal fan base.

Social listening also allows you to take small actions, such as replying to customer comments or addressing issues and complaints, or large actions like changing your marketing efforts based on customer feedback.

You may even be able to identify an entirely new customer pool based on the data you collect.

Let’s say, for example, your target audience has always been Demographic A. However, it turns out Demographic B has been tweeting great things about your product!

After monitoring what Demo B has to say, you take action by adding segmented messaging to your next ad campaign that targets Demo B specifically.

Voilà! You’ve just used social listening to acquire an expanse of new customers that were previously off your radar.

 

Tips for getting started

Here are a few tips for businesses that want to start or improve their social listening process:

– Develop a go-to reference list of keywords, topics, hashtags, phrases, or competitor names.

– Periodically monitor your keyword list across Facebook, Instagram, Twitter, Google, and anywhere else people might be talking about you.

– Insights & metrics are offered through many social platforms, so check them often. Facebook’s Insights tab will even recommend up to 5 competitor pages you can track as “Pages to Watch.”

– Set a Google Alert for your business, products, or competitors to easily find blog posts or news coverage about your company.

 

Monitoring the digital sentiment around your brand can help you gain real, valuable insights into what your current and potential customers want from your business.

Put your findings to use. Remember to take actions will allow your company to improve the customer experience, open doors to new opportunities, and continuously shift your strategy to fit your current need.

 

Looking for other tips and tools that can help your small business?
Reach out to us! We’d love to hear from you at hi@condronmedia.com

4 Tips for Marketing Your One-Day Event

One-day events are a great way to promote your business and get people in the door.

An open house, a ribbon cutting ceremony, or a one-day sale might be the catalyst that sparks extra foot traffic, new customers, and increased sales.

#1. Start your messaging early

The key to a higher turnout rate is letting your audience know about your event early and often.

Start displaying your marketing message while there is still plenty of time to build public interest. Two weeks might suffice for smaller events, but consider marketing over a month ahead of time for bigger events.

Your customers should have your messaging in the back of their mind well before the event takes place. Periodic reminders in the weeks and final days leading up to the event will also help with customer recall.

#2. Use social media to promote & share news about the event

Social media is an effective complement to traditional advertising outlets like television commercials, billboards, or print ads to announce the details of your event.

Use it to your advantage! You might consider creating a public Facebook Event with a small budget to “boost” it in order to reach more people.

Or, create shareable graphics to help spread the word.

Your followers will do some of the heavy lifting for you when they repost the images on their own social feed. Encourage users to tag their friends who may also be interested in your event.

#3. Let your customers know what they can expect

Write detailed and attention-getting descriptions about your event to let your customers know exactly what they might get from it.

Special discounts, limited-time product offers, refreshments, or exclusive group tours might be the perfect incentive to get folks in the door, so don’t hold back. Tease the things that attendees would want to know about ahead of time.

#4. Follow up after the event

If your event was a success, let the world know!

Collect contact information from your attendees to build an email list and thank everyone who helped make the day a smash hit.

Share pictures of your happy customers and be sure to invite them all back for your next event.

From grand openings and press tours to college open houses, our team is ready to help market your next event for the ultimate customer experience.

If you’re ready to start using events to build stronger relationships with prospects, contact hi@condronmedia.com. Let's get started planning your next one-day event!

Making It Stick: Frequency in Advertising

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What’s the key to effective frequency?

In advertising, the term “effective frequency” is the number of times a consumer must be exposed to an advertising message before the marketer gets the desired response, whether that be a product purchase, name recognition, or some other result.

Research has proven that messages are more effective and actually perceived as more truthful when they are repeated.

One study concluded that prospects must see an ad 9 times before they become a customer.

Another method claims the magic number is 7.

Some marketers argue that your message should be repeated up to 20 times.

So, how many times must a prospect see your marketing message to transition from a state of total apathy to purchase readiness?


The 1st time people look at an ad, they don’t see it.
The 2nd time, they don’t notice it.
The 3rd time, they are aware that it is there.
The 4th time, they have a fleeting sense that they’ve seen it before.
The 5th time, they actually read the ad.
The 6th time, they thumb their nose at it.
The 7th time, they get a little irritated with it.
The 8th time, they think, “Here’s that confounded ad again.”
The 9th time, they wonder if they’re missing out on something.
The 10th time, they ask their friends or neighbors if they’ve tried it.
The 11th time, they wonder how the company is paying for all these ads.
The 12th time, they start to think that it must be a good product.
The 13th time, they start to feel the product has value.
The 14th time, they start to feel like they’ve wanted a product like this for a long time.
The 15th time, they start to yearn for it because they can’t afford to buy it.
The 16th time, they accept the fact that they will buy it sometime in the future.
The 17th time, they make a commitment to buy the product.
The 18th time, they curse their poverty because they can’t buy this terrific product.
The 19th time, they count their money very carefully.
The 20th time prospects see the ad, they buy what it is offering.

-Thomas Smith, from his 1885 book “Successful Advertising”


In truth, there is no universally correct answer. Frequency breeds familiarity, and familiarity breeds trust. But other factors come into play when determining the right frequency for your message.

How well-known is your organization? Are you trying to change public opinion with your message? What’s your overall goal? What do you hope to accomplish with your message?

Ask yourself these important questions when considering how the frequency of your message will affect the desired outcome of your ad campaign.

Don’t end the campaign too quickly.

It can take months or even years for some messages to connect with consumers. Avoid changing your messaging too soon, even if you’re feeling bored with it.

Repeated exposure to an opinion makes people believe the opinion is more prevalent, even if that opinion is only from a single source. When consumers remember a statement that gets repeated, they are more likely to believe it. Eventually, they begin to think it is the popular opinion.

Let’s say that 9 times is the right frequency for your message. For every 3 times you expose your prospect to your marketing message, it gets missed or ignored 2 of those times. This means your message must touch the consumer a total of 27 times in order to make those 9 impressions stick.


Wondering if your marketing strategy is missing something?
Condron Media can help.
Drop us a line at hi@condronmedia.com.

Which is best for your business? Facebook Page vs. Website

Have you ever thought, “Why do I need a website when I can use social media to promote my company?” Or perhaps you’ve invested in a website and are left wondering, “Why bother getting my business on Facebook?”

With pros and cons to each platform, which should you use?

hands on a computer keyboard

Having your own website means…

You control every detail.

Your website can be customized in ways that Facebook could never allow. Looking for a pop-up window to collect emails? Why not feature special products on the homepage, or start a blog? The choice is yours and the options are unlimited when it comes to a website that you control.

You have a professional appearance online.

There is nothing more professional than a website that is modern, mobile friendly, and easy to navigate. Your credibility and the digital ‘first impression’ of your company will help you stand out.

Using a Facebook Business Page instead is…

Easy & cost effective.

Facebook profiles and business pages are free to create and use. It’s easy to upload photos, videos, posts, and other information from your phone, tablet, or computer. Facebook also makes it easy to find friends and invite them to “like” your page.

Great for sharing content.

News, updates, and other information can spread like wildfire among your Facebook fans. Your audience on social media is most likely active and engaged with your business already. The platform is designed for sharing.

Facebook


The downside

Compared to Facebook, a website is more complex to design and update, and has costs associated with running it. You’ll have to pay for your domain name and other features if you want a custom design or certain security tools. There are also recurring costs for hosting and maintenance that come with a website.

Your visitors will never get your full brand experience from Facebook alone. You’ll have a hard time reaching people who don’t use social media, because they won’t be able to access your information as easily. You are also competing against other businesses and the algorithm, fighting for space on their newsfeed.

So which is best?

The verdict – a healthy mix of both!

Your organization can thrive in the digital space with a professional, modern website and a Facebook Page that mirrors it. You’ll expand your reach across social media without sacrificing the consumer trust that comes with a professional website.

25 Content Ideas for Social Media

We always say that consistency is the key to successful social media marketing, and that includes keeping an active posting schedule online.

But what happens when you run out of ideas?

Don’t risk losing followers just because you have nothing to post!

Here are 25 social media post ideas that any business can use to spark creativity and keep up engagement.

  1. Behind the scenes footage
  2. Share an article
  3. Tips and tools related to your products
  4. How-To’s or DIY tutorials
  5. Take a poll
  6. Trending hashtags
  7. Throwback Thursday photos or facts
  8. Quotes related to your industry
  9. Statistics about your company
  10. Customer Q and A
  11. Employee spotlight
  12. Snapshots of your workspace
  13. Go live!
  14. Testimonials
  15. Announce an event
  16. Record videos of your products in use
  17. Shout out to a special client
  18. Teaser content of things to come
  19. Contest or giveaway
  20. Share your brand’s origin story
  21. Something seasonal
  22. Ask a question
  23. Promote another platform – newsletter, other social, etc
  24. Company milestones
  25. Thank your followers

Try to always keep fresh ideas flowing across all of your channels!

5 Questions to Ask Before Rebranding

Is a rebrand right for your organization?

Here are the key questions to ponder before deciding…

1. Have your products or services changed over time?
Are you in a different business than you used to be? Do your potential customers understand your current offerings?

2. Have consumer expectations changed?
Do your current customers believe your organization has kept pace with best practices in your field?

3. Has your target customer changed?
Do you now appeal to a different customer base? Different age, income, education, geography, or lifestyle?

4. Has your competitive landscape changed?
How do you stack up to your competitors? Are you falling behind them with industry, technology, certifications or relationship innovations?

5. Are you lost in the 80s?
Does your organization look like it’s out of touch with the second decade of the 21st Century? Does your firm look like your parents are running it?


If you answer “YES” to these questions you may want to consider rebranding your organization.

We say “may” because a proper rebrand requires resources: time, money, commitment and cooperation.

Rebranding goes deeper than changing the logo or colors of your business. Since your brand is the experience consumers receive from interaction with your firm, rebranding requires adapting that experience at all levels.

Are you up for it?

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