Category Archives: Social Media Marketing

20 things to do in 2020

20 things you should do in Digital Marketing for 2020

As we all slowly come out of our collective festive coma and return to the front line of growing your brand & business, you could be forgiven for wanting to crawl back on the couch with a bottle of Baileys.  How do we blow off the cobwebs and begin to take stock? What’s not working? Or, better yet, how do we get things that are working, to the next level? Fear not, the tasks ahead are not that daunting as they first seem.

To ease the process, we at Dmac Media have pulled together a bullet point guide to getting back on track for 2020.  Here are 20 simple things you should implement to get better insights, more traction and ultimately more revenue for your efforts online. 

Without further ado and in no particular order here is our top 20 things you should do in Digital Marketing for 2020.

Review your Return of Investment (ROI) for 2019

 Add up all the money spent on marketing efforts in the last year and compare the total value of sales in the same period.  This gives you the gross figures for both money in and for money out.  It gives you an idea of the average return on marketing spend.  If you have the patience, or the data available, you can dig deeper and examine sales directly related to google ads or real-world initiatives and break these down also. 

The ability to see what marketing spend creates, is a vital part of decision making and should always be a feature in future planning.  Knowing how good, bad or indifferent last year’s return was, will give you the data you need to drive change or protect that marketing budget.

Audit your Resources/Skills

What tools or skills do you have at your disposal?  How much time do you have for marketing activities? What kind of budget?  Do you have all the skills you need or if not, have you partnered with reliable teams that can deliver on the skills you lack (cough cough…!!)

Getting a solid grasp of what you have available to you will allow you to reality check the expectations you have for the year.  Yes, you might want to climb Everest but you need climbing gear and training in order to do that. 

This audit will help in planning for growth and also help to identify areas where you may need to upskill.

Agree growth targets for 2020

This wins the award for most obvious suggestion, but we are always surprised by the lack of defined targets or goals when it comes to a company’s digital marketing strategy. For this reason, we felt we had to include it. Take one hour out of next week’s schedule and sit down with anyone in your business who has a stake in the outcome and define what success looks like for all of  you in 2020.

Use this as a backdrop to inform your marketing objectives.  It is a lot easier to move forward when you know where you are going.

Review your site content on mobile

We are all very familiar with the idea that mobile matters most for website performance, but a shocking number of us do not take the time to wander through our own website on a mobile device.  Those carefully laid out and detailed desktop pages that wowed the leadership team may be causing real customers heartache on mobile devices. 

Commit to reviewing all website changes on mobile first make sure that impact is what matters most.

Stalk some competition

Pick three competitors that irritate you most and talk a wander through their online presence (website, Facebook, etc.). Look specifically for things that they are doing better than you (be objective). Ask honest questions about how you compare. Are you still ahead of the competition?  Try and identify any gaps and look at how to close them (Start using video, for example)

Check your website page speed – visit GTMetrix.com 

Google has been focussing on site speed for several years now and we have all learned to pay it lip service now and then, but it is rare (in our experience) to find a company who holds web speed at the basis of its website strategy.  Speed is sacrificed for images no one took time to optimise or for another slide on the home page that nobody reads or sadly, for the latest third-party plug-in that you were told was vital! (chat bots anybody?)  Everything you add to your page impacts your speed. This needs to be taken seriously, particularly if Google does roll out it’s so called “Badge of Shame

Start by taking control using free tools like GTMetrix.com to get an accurate assessment of where you are and what needs to be addressed.

Review and Renew your Google Analytics Goals

Whether you are an analytics addict or just a seasonal visitor, take the time to review the goals you have created and make sure they fit with current objectives.  The ability to track events and outcomes is improving all the time, so if you have not updated your goals in the last year then you are not likely to be getting the most from the data you collect. 

Set Up Hotjar

This is probably the tool that we recommended the most in 2019.  Hotjar is still a firm favourite.  Hotjar captures real time behaviour of visitors on your website. It shows where and how they click and can give insight into how they are interacting with your platform.  It can be invaluable in tracking landing page behaviour as well as shopping behaviour (for you ecommerce types).

On the downside, it does impact on page load, so we recommend putting it in place for a short period to get the recordings and then take it off again.  This platform has a basic free account level so it is a no brainer for use by the smart digital marketer (that’s you!)

Implement Search Term Tracking in Google Analytics

This is another essential and indispensable tool. Google Analytics enables search term tracking on your analytics and allows you to see the search terms people used to find content on your website. This can help identify previously hidden search phrases.  It can also help add better internal navigation so that potential customers get to their desired content.  Combining this with Hotjar can give you an invaluable insight into how your website works (or should work) for customers.

Check out The Top 5 Google Analytics Tools You’re Probably Not Using to find out how gain an insightful advantage over the competition.

Add Audiences to Your Google Ads Campaigns

You could be forgiven for thinking that Google Ads is just a blackhole for your budget but there are multiple ways to restrict where, when and who you spend your money on.  Audiences are one of theses methods.  You can create an audience based on multiple criteria (interests, habits, etc.) and then spend more serving your ads to those people.  In effect it means showing more ads to those more likely to be genuinely interested in your product or service.

Start Using Google Shopping

On the off chance that you have not carried out a google search in the last 3 years, this is something you really need! Google shopping allows you to promote your products directly in search results.  In comparison to the ever more confusing traditional search tactics, it is relatively straight forward to create a product file and to push your product directly.  This can give useful feedback on your price competitiveness whilst also driving traffic directly to that all in important buy now page.  

One word of caution.  Google wants to push the most competitive prices for products so if you are not careful about what products you spend budget on, there is a possibility that you will be pushing your lowest price / lowest margin products.  Make sure you are only spending on product that provide a good margin for you. 

Implement Video Tracking on your Website

Video is the most engaging form of content that you can give your users, but it is often difficult to gauge the level of that engagement or the full return on this content.  If you are not tracking interactions correctly, then you are losing valuable insights. It is useful to calculate just how much of your video content is being watched end to end.  This  video will provide  a nice step by step to this end, using Google Tag Manager. 

Review your Performance Stats in Google Search Console

Possibly one of the most underused resources in a marketer’s arsenal, Google Search Console offers incredible insight into your websites performance in Google Search. After a quick and easy verification process, you can start to learn things like how many impressions your website gains in search, what search queries your website is showing for and what countries are your users coming from.

These are just a number of very useful tools available in Google’s Search Console. If you’ve never used Search Console before, head over to Google Search Console now and start optimising your websites performance

Optimise for Voice Search

The way people utilise search engines continues to change, thanks to the prominence of voice search. Smart devices now come with a built-in voice assistant designed to make users lives much easier.   Alexa, Siri, Cortana and Ok Google are changing the way potential clients search.  As a result, searches have become more relaxed and conversational in tone, and often produce geographically local search results. ‘Pharmacist near me’ etc.  This means that rather than the 3- or 4-word searches that have been the norm over the past number of years, we are now seeing extreme long tail searches, sometimes upwards of 7 words being used.

Firstly, it is imperative to get an understanding of how people use voice search. Check out some blogs to examine how users interact with voice assistants. Once you have an understanding, it is time to optimise your web content to accommodate some of these long tail search terms. (Top Tip: Google Search Console can help you identify these terms.) You should also ensure you have claimed and optimised your Google My Business page, and that this is kept up to date.

Check the User Location Report in Google Ads (Don’t serve ads to people in Brazil) 

One of the pitfalls we’ve seen numerous business fall into while managing their own Google Ads campaigns is unknowingly and unwillingly advertise to far off shores through the platform. A single, often overlooked setting during campaign set up can lead to higher than necessary costs as well as clicks and impressions from users very unlikely to buy your products and services, or worse still in a country that your company can’t deliver to.

To check if you are advertising to the far distant shores of Brazil, visit the user’s location report in your Google Ads account. This can be found under the Locations tab when logged into your Google Ads account.

Start Remarketing to your Website Visitors

Remarketing lets you target spend and exposure to people who have already visited your website. The click through and conversion rates tend to be stronger and the cost is considerably lower.  In order for remarketing to work you need to achieve a critical mass of website visits after you enable it. You can use simple Google Ads campaigns again to create this volume in a very short period of time. 

Once you have critical mass, you can combine multiple other factors (location, interests, etc) to maximise conversions from your spend.

Set up A Facebook Catalogue

Facebook continues to be one of the most visited websites in the world and despite the controversy surrounding the management of user data, we are all still actively using Facebook.  By using Facebooks product catalogue you are able to deploy your products directly on Facebook and increase the chances of a qualified clickthrough.  If you have already set up a Google Shopping Feed it does not take much to customise this to suit Facebooks criteria.

With a product catalogue in place you can utilise the Facebook pixel to run remarketing on products so the customer that was browsing for that dress or shirt will find that same product showing up in their Facebook feed.

Continue your Business Story through Facebook Advertising

Facebook Advertising as annoying as some may find it (you’re not alone!) is still one of the most popular ways to advertise for the complete novice. Not only is it easy to do it’s definitely one of the more economical versions of advertising, a simple branding campaign can start from as little as one euro per day. Now, let’s be clear, you’re not going to reach all of Ireland for that amount, but with some clever geographical and demographic targeting you can reach your ideal customer and spread brand awareness for a reasonable budget. If you want to learn more on the topic Facebook has some excellent resources here: Facebook Blueprint

Start Using Reviews

Trust remains one of the major factors in converting visitors to customers.  Independent review platforms like Trust Pilot, Feefo or Googles own reviews (GPFB) provide authorative feedback on how your company’s products or services perform for real people.  A high volume of reviews on authorative sites (somewhere north of 150) can help boost your organic ranking and impact on PPC costs. 

Many companies are wary of reviews and fear that it will bring out a disproportionate amount of keyboard warriors with nothing better to do than to have a pop at your brand,  but again the answer here is volume. Your users will look at the average rating for your reviews so getting a high volume of good reviews diminishes the impact of the one or two with a chip on their shoulder.

Did You Know: We’ve spoken about The Trust Stack and What It Means for eCommerce websites before.

And it has to be said that, if you are getting mostly bad reviews maybe it is time to start listening to your customers and fixing the issues. 

Create Content

The internet is an information resource like no other and if you want to compete in the space there is no substitute for creating unique and useful content for your users.  Over the last decade, countless customer’s content has proven time and time again to be the best return on investment for any business.  You do not have to write a novel, but you should be creating new content each month and posting it to your website. This same content can be used on your social channels and further enhance your authority. 

Simple things like creating a list of content that you can create and making dates in your diary to do just that will help you stay consistent.  That completes our whistle-stop guide to 20 things to do in 2020.  Here is a bonus one as a reward for reading this far.  If you are a marketing professional and are concerned, confused or scared of any of the above we have a team of experts on hand that are happy to give you free advice on any of it.  Just tell them Dave said so.  Lift the phone or drop us a line here and we can start a conversation.

Smartphone with a folder of social media icons

Social Media Stories for Business Profiles

Stories on Snapchat, Instagram, Facebook and more are here to stay.  Many users now go their chosen social media platform to view stories and leave without scrolling through any of the organic posts. There are multiple platforms that use stories, but we will focus on Instagram for the purpose of this blog post.

Stories are photos and videos which can be temporarily viewed or shared for a period of 24 hours. These stories make an ideal social media marketing tool for business. Sharing a story from your account lets your customers engage with your business on a day to day basis. Stories enable people and businesses to express themselves creatively, experience moments outside their everyday lives and feel part of your business on a personal level. Stories that feature the behind the scenes at your business, promotions & sales, or that introduce new products are an excellent way to leverage this feature. A video uploaded on a story is 15 seconds in length but multiple stories can be uploaded in unison so there is no disruption to the story.

As social media continues to evolve and change we need to adapt to ensure customers are still seeing content from your business, here’s some tips on how to use them to their full potential:

  1. Start with Instagram Stories. Instagram stories are user friendly and have some of the best tools to create with as most of them are prebuilt into the app.  Start your story sharing gently and master this platform before moving onto the next.
  2. Increase website traffic using links in your Stories. Instagram and Snapchat allow users to embed links directly to your website products in stories. This can be very useful for a special offer or launch of a new product as regular posts do not allow you to add a linkable URL.
  3. Use the Tools available. There are many useful tools within Instagram. These include Instagram Stories polls, drawing tools, text/typing tools, boomerangs, reverse video, filters, story highlights, video, music, images and many many more. If you are collaborating with another social media personality, ensure to tag their account on the story. 
  4. Reuse and share your content across multiple platforms. You can save your Instagram Stories and use them on other platforms but just be aware that you may have used some Instagram only features i.e. Instagram Stories polls/music, and these will not transfer over.
  5. Use Hashtags There is also a very handy #HASHTAG sticker, this will help increase your reach, as Instagram users can now follow and search for hashtags.  See the benefits & how to use hashtags here!
  6. Don’t forget the social part! Its important not to make your social media platform all about promoting your business. Yes, use stories to promote certain important aspects of your business but use them to try to grow a personal connection with your customer base by using the unique features on Instagram stories to interact with your customers.
  7. Highlights This feature consists of Stories that you select to last beyond their 24-hour only lifespan. Highlights will appear on the top of your profile page, this gives viewers access to the content you most want them to see on an  ongoing basis .Each highlight can include as many or as little stories as you select, add more stories to your highlights as and when you want. After you post a story open it and, in the bottom, right hand corner there will be highlight press this and save!

If you require training on any aspect of social media Dmac Media has qualified social media marketers. Contact Dmac Media Now!

Facebook Ads

Facebook Advertising Jargon Buster

Do you know your CPC from your CPA? How about your pixel from your campaign? Facebook Advert Manager can be confusing enough to navigate without throwing in all the confusing terminology! Have no fear Dmac Media Social Media Marketers are here to bust those digital terms!

Facebook Advert Manager terms:

Ads manager – This is where you create adverts for Facebook & Instagram.

Campaign – This is at the top of the advert structure. The structure is as follows:

Campaign > Ad Set > Ad.

The campaign level is where you will select your marketing objective based on your ad purpose. Some of the objectives include: Brand awareness, Traffic to website, Catalog sales, Conversions.

Ad set – The ad set controls the budget, ad schedule, audience target, ad placement, and optimization & delivery of ads.

Budget – There are 2 ways to set your budget within the ad set

  1. Lifetime Budget – Once this is set,  you will not go over the amount stated and the campaign will cease to run once the budget has been used
  2. Daily Budget – For continuous ad set a maximum daily budget. This budget will nearly always be used fully so make sure it is an amount your happy to spend.

Audience – Facebook allows you to target people based on their demographics i.e. age, location, job title. Once you create your demographic segment you can save this as an audience,  to use again if necessary.

Ads – You can create up to six ads per ad set budget. The ad creative is where you will choose the image/video, ad copy and the call to action you want on the advertisement.

Pixel – The Facebook Pixel is a piece of code that is added to your website, it works in conjunction with Facebook Advertising. This is an analytics reporting tool that allows you to measure the effectiveness of your advertising by tracking and understanding what actions your customers perform on your website. Read More>> https://dmacmedia.ie/blog/facebook-pixel/

Boost – This is the blue button that is on most of the posts to your page. A boost is a simpler method of paid advertising, but it is generally more expensive & less accurate. This however can be used without using the advert manager.

Catalog – An upload of all the products you sell. This can be done manually or via a feed from your website. The products can then be used in ads for new customers or for re-marketing.

Reporting Metrics:

Amount spent – The total money spent on a campaign for the date range selected

Conversions – Facebook measures conversions that happen after a person either clicks on or views your ad depending on the conversion window you have chosen in the ad set. A conversion is the aim of your campaign, so for example if you launch a campaign to generate leads, then a conversion is a new contact made.

CPC Cost per Click (All) – Cost per click for all clicks on your ad. This is the amount you’re charged each time someone interacts with your ad, this may be the call to action button, a click to your profile or even to enlarge a photo. This is calculated by taking the amount you spent and dividing it by all clicks.

CPA Cost Per Acquisition – This figure is an average amount you pay for each action a person takes on your ad. The action is something that you specified within the campaign, it may be a form filled in, a website sale or a signup form completed.

CPL Cost per Lead – This is the average cost for every lead you get. This can be via a lead from on Facebook or via a from complete on your website

CPM Cost per 1,000 people seen – CPM stands for Cost per mille.  This metric is reported in monetary value. E.g. “a CPM of €4.12” means it cost you €4.12 per 1000 views.

CTR Click through rate – This is a measure of the number of times your ad was clicked on.

Frequency – The rate of times for a single view of your ad. Reach of 1200 and impressions of 2381 will give you a frequency of 1.98which is the average number your ad was shown to one person.

Impressions – The number of times your ads were displayed on screen

Reach – The number of unique people who your ad was displayed to at least once.

Results – The number of times your ad achieved an outcome, this is based on the objective and settings you selected during setup.

We hope that this is explains some of the more frequent jargon used by Facebook adverts and wish you every success with your online adverts in the future. If you’d like to hone your skills or get professional advice on social media marketing, speak to Dmac Media today.

Is Your Business Treading Water when it Comes to Digital Marketing

The online explosion over the past number of years has seen an incredible growth in the number of businesses actively engaging in online marketing.

The digital environment is now part of your customer’s daily lives and as a result must become a core component of your online advertising strategy. In doing so, your digital strategy must be profitable for you as a company. It is no longer acceptable to advertise just for the sake of it and spend 100’s of euro on Google ads or social media campaigns without seeing a return.  

Facebook on laptop

Anecdotal feedback is no longer enough.

Saying your website is busy when you spend money on Facebook or after you send a marketing email, is not useful, nor should it be acceptable. In my 3 years working at Dmac Media, I can count on one hand the number of conversations I’ve had with companies who can clearly identify at what point they are profitable when it comes to digital marketing.  More often than not, online advertising, whether it’s social media, pay per click and even email marketing, has been undertaken by business out of necessity.

I’ve lost count of the number of times where businesses have been advertising online without clearly defined conversion metrics.

From setting up online goals to transaction capturing, conversion led optimisation is an underpinning element to successful digital marketing. For the most part, however, the fault of this does not rest with the business owner. In many cases, advances in tracking software that have not been implemented, resulting in reporting inaccuracies. 

Protect Your Brand With Google Adwords

Let’s take Google Ads for instance.
If you’re an eCommerce business and have not updated to Global Site Tag tracking in the past 6 months, there is a good chance your Google Ads Conversions are inaccurate. This could mean, a keyword or campaign that you might consider to be performing very well, could in fact be costing you money.

Putting conversions and conversion metrics at the forefront of your digital optimisation strategy is key.

Rather than simply counting the number of enquiries your website generates, look at the number of new customers you actually win as a result of those enquiries. In a perfect world, every enquiry your website generates would turn into a paying customer. However, it is far from a perfect world we live in, and paying close attention to the number of new customers your company on-boards will showcase the true value of your marketing efforts.

This is why we recommend utilising cost per acquisition metrics over cost per conversions in this instance. While this can prove an easy to analyse metric for an eCommerce business, it is more difficult when your business relies on sales follow ups and onboarding strategies to convert an enquiry into a customer.

We recommend that our clients go one step further in this regard. Utilising cost per acquisition metrics rather than cost per conversion can offer real insight into your digital campaigns.

What’s the difference? Well let’s examine them a bit more closely.

Conversions are anything you deem to be valuable for your business. This could include a range of behaviours from a view of your companies contact details onsite or to a newsletter sign up. Conversions tend to have a marketing objective. For instance, in the case of the Contact Page Views example above, the objective of the campaign could be to drive more telephone calls to your business.

By contrast, acquisition is actually acquiring a new customer and may take some time or considerable touchpoints. For instance, your sales team may have to deal with 10 enquiries to acquire just one customer. From an analysis point of view, this example suggests that 9 enquires were defunct and invaluable, however they cost your business money in gaining them.

Working Example

Sample Brochure Website Month

Advertising Spend: €1000
Enquiries (Conversions): 50
Cost per Enquiry: €22 per enquiry
Customers Won: 10
Average Order Value: €180
Cost Per Acquisition: €100 per customer won
% Cost Per Acquisition: 55.55%

In this example the company are likely to be losing money on each customer won when admin is added as a cost. This company should strive to reduce their CPA% as soon as possible through a reduction of their advertising outlay or improvement in their onboarding strategies.  

Sample eCommerce Website

Advertising Spend: €1000
Transactions: 100
Cost/Conversion (Transactions): €10
Average Order Value: €130
Cost Per Acquisition: €10
% Cost Per Acquisition: 7.69%

In this example, we see that the company was able to generate 100 orders for their €1000 advertising spend. With the average order value being €130, this represents a CPA% of 7.69%. Even without knowing the profit margins of this company, there is still a strong likelihood that this customer is going to be profitable having achieved a 7.69% CPA figure. At this point the company should look to scale up their approach but strive to maintain their % CPA as they do so to grow their market share.

Business strategy around a table using computer & paper

So you see, the tools to track profitable customer actions are available to all online businesses, who should endeavour to use these tools whenever possible. Doing so, provides deep insight into the channels and methods that are fueling your online success or failure and help hone your marketing tactics, and ultimately increase your bottom line profits.  

Instagram for business

7 Top Tips for an Instagram business page

Do you have the perfect ‘Insta’? Instagram is the most visual of all the social media platforms, and one of the most opportune when it comes to social media marketing for business. It is where people come to be inspired, to inspire and to discover new things that interest them. This includes products & services that you as a company may offer.  But how can you keep a good balance between promoting your products and being social? Read on….

1. Set up your Instagram Business Account Correctly

Your Business username is what appears at the top of your profile and it is also the name people will use to find and tag you. So, make sure you use an easily recognizable name. Keep it short. The limit here is 30 characters and presents as all one word, no spaces, so make it readable. Once you have a suitable name, make sure that you also add your full business name in the name section when signing up.  This will appear just under your profile picture on your page. The only clickable link in Instagram, is in the description section (right under your business name).  Most of the time this will lead to your website homepage but update it for special occasions i.e. sale landing page, app downloads etc. Instagram’s business profile also allows you to add a phone number to your profile. If you have a business Facebook page go the settings and link your Instagram to the account this will allow ads to be shown on both platforms.

2. Get creative!

Focus on solving your customers problem and not the products you sell. On Instagram, it’s essential to add value to your customers and look pretty while you do it. Never underestimate the fact that you’re most important asset (and sometimes downfall) on this social media platform is visual content. Tell your story but put some thought and effort into it. Have you ever considered trying to gain UCC (user created content)? This can be some of the most unique content you can get and from a customer perspective rather than the business.

3. Take them behind-the-scenes

I may have mentioned this before, but customers are noisy! Does your product have a story behind it? Are there multiple steps in getting the product to the customer? If so – show it! Pictures that demonstrate how products are made – from the base material, production and distribution.

4. Tell a story

A pitfall of Instagram from a marketing point of view, is that you can’t add links to posts. Hello Instagram stories! Stories are the new way users are interacting with social media platforms and in this case, Instagram are the fore runner when it comes to stories. With live videos, boomerangs, filters, emojis, polls, music, Q&A’s, Countdown timers, Quizzes even a search bar Instagram stories are a creative dream for marketers.

5. Keep the captions brief and to the point

Keeping your customers interested is an essential part of any effective marketing campaign. A long-winded update is not what Instagram is about. Oh no!  It’s all about the image. However, if you do need to add a caption, then keep it short, sweet and to the point. When creating your post, it is also worth tagging your location as this helps reach more people in your local radius.

6. Use #hashtags

I have spoken on the benefits of hashtags previously: Using Hashtags on Social Media . A hashtag when used on a business profile is discoverable by anyone who does a search for that hashtag. If you’re using hashtags to be discovered, keep it short and don’t string too many words together under a single hashtag.

7. Get the Insight

Another benefit of having a business account is Instagram Insights, very similar to Facebook Insights it is a business analytical tool that offers businesses information on who your followers are, what your audience demographics as well as what content they interact with. With knowledge comes power, well maybe not power presa but it will help you to tailor your posts to your demographic, create and meet business goals and most importantly build a community with your customers.

Some helpful links:

Dmac Media Soical Media Marketing Department

All things for Instagram for Business can be found on their website.

For tips, best practices & FAQ’s use Instagram Business Toolkit.

Hootsuite tutorial

A quick guide to setting up & using Hootsuite

What is Hootsuite?

Hootsuite is a “Social Media Management System”, under the free version you can have 3 social media platforms and schedule up to 30 messages at any one time. It comes equipped with a dashboard for each platform also, so you can see a stream of information at once.  Managing your businesses multiple social media platforms can be a full-time job (just ask our social media managers) and if you plan to regularly update them all, I highly recommend using a tool like Hootsuite. Hootsuite will take a little time to get used to but this quick how-to tutorial will give you the basic setup!

Setup

Hootsuite.com

One you arrive on the website in the top right-hand corner press ‘Sign up’, this will lead you to their pricing structure. If you plan to use this for the 3 platforms only scroll past all these options to the free version just below:

Hootsuite Tutorial

This will then prompt you to enter a name, business email and password. Once this information has been accepted it will bring you to the connection page, this is where you will add your three platforms.

Connect social profiles

For the purpose of demonstration, I will use Facebook as an example, Click on Facebook.  If you are not currently signed in, it will ask you to sign in, and it will then ask permission for Hootsuite to manage your business. If you happen to have more than one business page you will need to edit the settings to only allow the one you want to manage in Hootsuite. Do this for each of your chosen three platforms.

Once this is done you will be prompted to go forward and enter your business details:

Hootsuite Signup

Hootsuite will then bring you through a quick tutorial,

Hootsuite publisher

How to schedule a post

Step 1

On the top right-hand corner of your screen there is a post button click this and you will be brought to a new post page. Your first option will select which platform you will be posting to

Select social media networks

Step 2

Write your post including all text, links and hashtags

Creating a social media post

Step 3

Add any media you want including photos or videos here

Adding Media

Step 4

When do you want to post? Select a time and date and hit schedule.

Hootsuite Calendar

As you are creating your post, you will see a preview of how your post will look and the right-hand pane. It will also give you a warning, if you go over the 280-character limit for Twitter.

How to see what I have scheduled

There are two ways to see what is scheduled, on the left-hand black menu the second option is publisher, click in here to view your posts.

Hootsuite Menu

Once in publisher, this will give you two options.

Hootsuite Planner

The planner will give you a calendar schedule of your past & future posts, while Content will give you a list version of this.

Hootsuite Streams

As you can see from the menu above the first menu item is streams, this is your homepage where you can see your recent posts, timeline, mentions, messages, scheduled posts. The stream you can have will vary from social media platform to the next below is an example of the streams available from Facebook:

Hootsuite Streams

Below is an example of how your home page of streams can look:

Hootsuite Preview

So, there you have the basics of Hootsuite in this quick tutorial. If this is still a little foreign to you don’t worry! That’s what the digital marketing team at Dmac Media are for, contact us today if you need help to setup your social media management platform.

Facebook on laptop

Explained – The Facebook Pixel

A pixel, it doesn’t sound like a social media term does it? A pixel is what an image is made up of right? Technically, yes, but in terms of Facebook advertising it is a very important element – read on and I will explain it all in plain English…

What is the Facebook Pixel?

In short it’s a piece of code that is added to your website, it works in conjunction with Facebook Advertising. It is an analytics reporting tool that allows you to measure the effectiveness of your advertising by tracking and understanding what actions your customers perform on your website.

What does it do?

The pixel tracks all users that visit your website and references the data collected to social media accounts if the information matches. These website visitors are then  added to an ‘audience’ for future advertising purposes. By collecting this information, you can track conversions, build target audiences and remarket your engaged audience.

But, how does it track users?

The pixel works by triggering cookies in your browser as customers visit your website.

Do I really need to install the Pixel?

Your ads will still run without installing it, but by completing this simple step it will give you a wealth of information about your customers and audience. Without it, you will be able to see Facebooks metrics like reach (how many people seen the ad) and impressions (how many times the ad was shown) however by adding Event tracking from your Pixel you can see how many people bought or enquired on your website and if setup correctly the value of the transaction.

You mentioned an audience – what is this?

An audience is the target group of people you are going to show your ads to. Although it may be fantastic to think you can show your ad to everyone in Ireland with minimal effort, is this really what you want? By creating audiences you are defining exactly who your ideal customers are by location, age , gender, interests & even job title to name just a few. There are 3 types of audience types:

  1. Custom Audience – these are audiences created from your pixel or through interactions on your Facebook/Instagram page.
  2. Look alike Audience – create a similar larger audience to your custom audience, Facebook will use their algorithm to determine an audience with similar characteristics to the custom audience you are copying.
  3. Saved Audience – this is a manually created audience based on demographics, interests and behaviours.

How can I remarket to my customers?

There are several ways to remarket once the pixel has been setup. You could create an audience of website visitors for any period up to a maximum of period of 180 days and show them ads with a discount to bring them back to your website and purchase. You could add rules when creating the audience including and excluding certain people such as website visitors who have visited your post transaction thank you page, as this would suggest they have already completed a transaction on your website.

Is it hard to install on my website?

There are three ways to add the Facebook pixel to your website:

  1. Use an integration or Tag Manager – This can be used in conjunction with platforms such as Spotify, WordPress or Woo Commerce
  2. Manually install the code – the code needs to be added to a global Header of the website.
  3. Email instructions to a developer – Simply email the pixel and the instructions directly from Facebook to your website developer.

What do I do then?

Make sure your code works. You can do this by installing the Facebook Pixel helper on your browser which will help you highlight if it is present and if there are any errors.

Can I see the Facebook Pixel Data?

Yes within the Event Manager of Facebook Adverts you can see what information is coming from your pixel. Some of this information includes:

  • URLs – from this you can exactly what pages your pixel is firing from
  • Domains – This is helpful if you have the pixel installed on more than 1 domain.
  • Devices – See what device your customers are using, you can tailor your ads in the future to reflect this data.
Social Media

Using Hashtags on Social Media

hashtag: n. A word or phrase preceded by a hash sign (#), used on social media websites and applications, especially Twitter, to identify messages on a specific topic. Oxford English Dictionary

In the world of social media, the hashtag is likely the most popular means of categorising content on social media. It makes your own content discoverable and allows you to find relevant content from other people and businesses. The hashtag also allows you to connect with and engage other social media users based on a common theme or interest.

Knowing how to use hashtags is fundamental to your success on social media.

Here are some #toptips to help you achieve success.

  1. A hashtag used on a public account is discoverable by anyone who does a search for that hashtag. If you’re using hashtags for discovery, keep it short don’t string too many words together under a single hashtag as this is not how they are designed to work. Be specific, the more specific you can get with your hashtag, the more targeted your audience will be—and a targeted audience generally means better engagement.
  2. Users can now follow hashtags, and in turn they can also unfollow them. Don’t use irrelevant hashtags although it’s not a known fact it’s a reasonable assumption that this will have a negative impact on your organic content. For example, using a well-known travel tag such as #wanderlust on your new product release will have a negative impact on your ranking.
  3. Don’t #spam #with #hashtags. Avoid using too many within a single post. Don’t have more hashtags than words. Just because Instagram allows up to 30 on any single post this does not mean you have to add 30! Try to limit this to under ten for Instagram & LinkedIn and approx. 1-2 for Facebook and Twitter.
  4. Format your hashtags. No spaces are allowed but #YouCanCapitaliseToImproveReadability, do not use punctuation marks or this will break the tagging.
  5. Branding. Don’t go too long or too clever, in general, if you’re creating a branded hashtag you should try to keep it short and simple or else it will never be found or used by your target audience.
  6. Post Ideas. For upcoming hashtag holidays and to look through daily trends the Hashtag Holiday Calendar Here Is a very handy tool to have to hand.
  7. Cater hashtags to the social network you’re using, see Hootsuite’s Blog on this for more info about:
    1. Instagram
    2. Twitter
  8. Do your research. To try to calculate the popularity of a hash tag you can use hashtagify.me. They will also suggest alternatives and accompanying hashtags. For current trending hashtags pop over to Twitter where there is a top trending of the day list.
  9. Track your success. If you have an Instagram business account, you can now see the insights for each for your post as well as the number of views that came directly from the hashtag.
  10. Keep an eye on your competitors. As within all elements of business it’s always smart to keep an eye on what the competitor is doing, and social media is no exception. Check out some of their hashtags for popularity and if they are relevant to your business too.

A Retailers guide to Organic Social Posting

What should I post on social media?

This is the recurring question asked time and time again to our digital marketing team. Your social media platform should represent your business both professionally and personally. Many businesses forget the “social” part of social media and constantly advertise products.

When promoting your business, focus on the solution you provide, not the products you sell. It’s essential to add value to your customers and build on your brand image. Never underestimate the fact that your most important asset (and downfall) on social media, is visual content.  Be sure the images you upload reflect the image you want to portray for your business. Video is highly engaging and the recognised way forward. 

A guide as to what to post

Are you owl 1, 2 or 3? Owl 1 eyes completely shut oblivious to the world of social media, Owl 2 Half an idea but not sure what or where to post? Or are you owl number 3? Eyes firmly on the prize?

Rule of thirds from Hootsuite

  • ⅓ of your social content promotes your business, this includes product promotion & special offers.
  • ⅓ of your social content should share ideas, pictures and stories from like-minded and similar businesses, this is content about your business but not product related.
  • ⅓ of your social content should be based on personal interactions within or indeed outside of your business and build your personal brand.

Even with these guidelines keep in mind that you should add to the ‘Social’ aspect of the post. Instead of taking a screengrab of the shoe on your website,  how about a staff member puts them on their feet, goes outside and take a quick boomerang video of the product? This approach is guaranteed to gain more interest than another picture of a still motionless product and takes minimal time, effort and zero money.

What you need to remember when trying to figure out what to post is that…… People are nosey!! Even a simple picture of a delivery in your stockroom will gain traction, you would be surprised the majority people who have never worked in retail and  really do think its Narnia out there! A hidden world of all the best products that we are keeping all for ourselves. No, we promise we aren’t hiding all the stock on you and yes, we promise if we had what you’re looking for we would most definitely sell it to you! Make your customer feel special by showing them sneak peaks into your business and as an added bonus this will build the personal side of your business.

Ideas & where to find them

Another extremely common question is what content do I post? I know how to, but I can never think of anything to post.

A very simple way around this is to get organised, get yourself a content calendar! Start it off with adding all the national holidays this can feed fodder for numerous posts during the year. Next, add your colleague’s birthdays. Now you can just do a generic Happy Birthday post but if you’re really organised, you’ll get regular cake’s out of it too!

This ties nicely into my next point -take your camera/phone out, no screen grabs or borrowing other people’s images/content use your camera and get photos of the people behind the scenes. I have seen time and time again that photos with actual people in them gain higher level of traction then those without.

For an added level of timeliness, look through daily trends and hashtag holidays for 2019 days here: Hashtag Holiday Calendar. This can be so much fun to do & to make a personal twist on it, see our own post for #LoveYourPetDay here

And on the note of #hashtags if you want to calculate the popularity of a hash tag you can use hashtagify.me

Bank of memes

This is a term I like to use for your stash of funny content you find when browsing your social media channels, when you see it, save it and bank it for when you need good content to post. Trying to find/trying to think of content on the fly can be very hard and will make the job of social media posting far harder than it should be! Posting funny, relatable content that’s relevant to your business or brand can encourage fans to tag their friends – this helps to spread brand awareness without feeling overly promotional. Also, by a person interacting with your post they are more likely to be shown your posts in the future.

When to post

Finally, the all-important decision to me made at the end of all this when will I post it?

Well to be honest If I knew this, I wouldn’t be writing this blog! The best logical way to keep track of your previous posts and engagements and schedule content for the optimal time for your audience specifically, but if time is short use your Facebook page insights to see when your followers are online as shown below: