Author Archives for ‘qubeSocial’

About qubeSocial

qubeSocial gains competitive advantages for our clients by using local social media marketing tactics to attract and retain more of their prospects, customers and sales.

Planning Your Social Media Marketing for 2018

Developing a marketing plan for 2018 is not exactly an easy position when the techniques we use to reach customers are changing at a breakneck pace.

That being said, a plan is still a worthwhile investment: there are some attributes that separate those that succeed and those that don’t, and one is a proper social media marketing plan.

Firstly, what is a Social Media Marketing Plan?
Before we dive in, it’s important to understand what a social media marketing plan is in the first place. Simply put, it is a document that outlines what you hope to achieve through your social media efforts, how you anticipate measuring your efforts, and what activities you’ll undertake to reach your goals.

At qubeSocial we apply the WHO, WHAT, WHY, WHERE, HOW and WHEN strategy which you can download anytime as single page document for starters. If you need a hand filling it in or developing your social media marketing plan further then please don’t hesitate to drop us a line.

If you’re ready to start, then read on…

It’s really important to understand WHO you are targeting. 
This will help with insights and also budgets as most platforms can provide you with expected numbers based on your desired target audience. Describing the target audience by both their Demographic and Geographical information brings you a long way to understanding who you are targeting. By applying to this a PRIMARY audience: (i.e Prospects and Customers) and a SECONDARY audience: (i.e Industry, Community, Network) you can developing your content expectations and response behaviour.

Then you need to define, WHAT problems you solve for your audience?
It’s important to understand why they are buying from you. Then define what actions you’d like them to take, such as:

  • Purchase
  • Enquire
  • Connect
  • Download

You will need to think about the landing page your sending people to and what action is appropriate.

Now the hardest part, define the WHY they are buying from you.
Most people think they know it or worse don’t even explore this before going out to the market. Define how is your solution unique, what makes it different to other businesses out the in your industry. Which brings up why do customers buy from your competitors and not you? If you can provide any proof or guarantees, testimonials, press releases to support your claims then you have built up opportunities and credibility to why they buy from you and not them.

It’s important to cover WHERE have you been communicating with your audience.
If you can learn from past promotions or platforms this may assist with defining you keywords or key phrases? These can be what the prospects and buyers type into Google. It also assists with future marketing tactics & content strategies you apply to blogging, hashtags, video’s and email newsletter that compliment your social posting to your desired audiences.

I am assuming here that you have a brand or campaign in place and understand HOW you will communicate.
Knowing the look and feel of your brand or campaign assists greatly in making your WHY visually unique. Applying a slogan can also assist with calls to actions and visual prompts. Developing you content strategy for  your website, blog, news etc. is vital. This allows you to then apply it to your Social Media Advertising directly on the Page or as a Post Promotion to a saved audience or interest group. Of course assigning a budget and timeline here is crucial.

Finally we can look at WHEN you will post.
You should develop a Weekly Schedule and track the Insights/Measurements such as Likes, Reach, Engagement (Post Clicks), visits to your website or landing pages. Explore whether time of day also enhancers these Insights.

So now you have a clear understanding of your WHO, WHAT, WHY, WHERE, HOW and WHEN, your done right? Unfortunately not, you now need to put a plan in place. Time to grab your favourite thinking beverage and read on…

Here’s how to go into 2018 with the best possible plan:

What do you hope to achieve?
Before we go any further, it’s important to summarize your entire social media marketing plan. How does social media fit into what your business is doing on a daily basis? What platforms will your business be engaging on? Who makes up your core social media team? Don’t worry about going in depth too much; you’ll do that in subsequent sections of your social media marketing plan.

How do you anticipate measuring your efforts?
It’s important to outline your KPIs (Key Performance Indicators) and objectives/goals. A KPI is a value that can be measured, and that demonstrates how effectively you are achieving your objectives. Depending on what you’re hoping to achieve, you may select different KPIs.

For example: YouTube Channel Subscribers isn’t a bad KPI if your strategy is very heavily dependent on video. If you plan on spending only about 10% of your time creating video, however, then YouTube Channel Subscribers isn’t such a meaningful KPI.

Some of the most popular KPIs:

  • Instagram Followers
  • Facebook Likes
  • Facebook Engagement Metrics
  • Social Shares (across platforms)
  • Links clicked to visit website or campaign landing pages

Once again, and I can’t stress this enough: it’s important to pick the KPIs that will be the most meaningful to you and your business, as opposed to anyone else’s.

Making sure your goals are SMART
One of the most useful acronyms ever is SMART, with respect to ensuring you’ve set SMART goals:

Specific: well-defined outcomes
Measurable: able to assess how well we did/are doing
Agreed-upon: all stakeholders are aligned on the goals
Realistic: possible to achieve given resources and time constraints
Time-based: just the right amount of time to achieve the goal

A social media marketing plan should always have SMART goals. Run your goals through this process, and it’s relatively easy to see if you are doing a good job at setting yourself up for success at the outset. It’s all too often that I’ve seen a client create a goal that’s MART or SART or another acronym, but remember, we’re aiming for 5 out of 5.

What activities will you undertake to reach your goals?
Now that we’ve outluned our goals clearly, it’s important to develop a breakdown of activities for each social platform you plan to engage on. Your breakdown should includes the following:

Platform focus: While your social media marketing plan will have an overall focus, each platform should have a particular reason that you’re focusing on it. What can you get from being on this platform that you can’t get from other platforms?

Percent of time allocated: This is relatively straightforward, but out of a total of 100, what percent of you and your team’s time will be allocated to this platform? It’s crucial to figure this out at the beginning to figure out how important this platform is to your overall strategy.

Percent of budget allocated: Their are all sorts of costs that go into putting together a winning social media marketing plan. Besides your full time staff, the top two costs will be for freelancers and for advertising. Once again, this is an opportunity to review if you’re approaching your plan the right way. If you say Instagram is your most important platform but you’re spending just 10% of your overall budget to building your following and engagement, your budget and goals are misaligned.

Synopsis of the strategy for this platform: What do you hope to achieve on this platform? What will your top activities be on this platform? How often will you be engaging in all of these activities? What is the timing, or cadence, for all of the activities on the platform?

For example, on Pinterest, your strategy may be to pin/repin content five times daily, and engage with others’ content fifteen times daily on Mondays, Wednesdays, and Fridays. On Snapchat, you may have the goal of snapping three still photographs and two videos daily, with the secondary goal of responding back to 100% of all responses from fans within 60 minutes, from 9am to 6pm daily. The key thing here is to be as thorough as possible so everyone is aligned with respect to the social media marketing plan.

One last thing. On a platform by platform basis, I recommend breaking up all activities into two different areas:

Organic strategy: What are all of the activities you’ll be undertaking apart from advertising? This can include outlining what types of photos you’ll be taking for Instagram, how often you’ll be posting inspiring quotes on Facebook, and so on. Generally speaking, most of your strategy should be organic.

Paid strategy: An increasingly important part of your social media marketing plan is your organization’s advertising strategy. Simply put, social media isn’t free; those days are long gone. In this section, you should be outlining what types of ad products you will be buying. For example, Facebook has the most options, from Brand Awareness Carousel to Engagement Text Post to Lead Generation Ad Form. Snapchat has solutions broken into three categories: Raise Awareness, Increase Consideration, and Drive Action. The choices on a platform-by-platform basis aren’t endless, but they’re pretty close.

Keep iterating on the above format for each platform, and you’ll be on the path to 2018 social media marketing success!

If you need a hand filling it in or developing your social media marketing plan for 2018 then please don’t hesitate to drop us a line.

The Value of Great Copy: 3 Reasons Why You Should Work With A Professional Copywriter

Many seem to believe that with the advent of digital marketing, visual reigns supreme.

Who needs actual words anymore, when you can convey so much with simple images? While yes, there is some truth to that statement, there is a lot more nuance within it. 

Visuals are definitely important for any marketing or branding endeavor, but so are the words that accompany the images. Without the right copy, your images and other content simply will not have the impact they could, and campaigns fall flat.

The value of great copy is often overlooked, but words are what sells your products and it is important to have well-written copy accompany your efforts – whether it is marketing campaigns, point of sale brochures, email copy or web content. Without the right copy in place, there is no way to tie your branding together or create a real experience for your customer. That is why it is absolutely essential to invest in copy… as well as the person who will undertake writing it.

Professional copywriting is especially important for small businesses, because it will help shape overall marketing strategy and the areas that need improvement or attention. There are many benefits associated with working with a professional copywriter that must be considered during the process, but some of the top reasons to work with a professional copywriter include:

1) The right expertise

The most important benefit associated with working with a professional copywriter? The level of expertise, knowledge, and experience they bring with them. You can leverage their talent, and prior work to really create something that is uniquely tailored to your business.

Professional copywriters know the industry standards, what sells and how to align that with your overall business objectives. The expertise they are able to bring with them is generally hard to find elsewhere and can lead to some really great results for your business.

2) Outside the box thinking

The other benefit that is important to consider is the fresh perspective they can bring. One of the challenges with developing copy in-house is that it is often not very fresh, or innovative. Sometimes, you have to bring in someone who is not as close to the business so that they are able to really tap into their creative side and go out of the box.

A professional copywriter will be able to really bring to light what is unique about your business because they will not have the same attachment as you will, and that is extremely important. Having an unbiased third-party write your copy will give you actionable insights on your business is perceived from the outside in.

3) Free up resources

Resource allocation and management are crucial in a small business, mainly because there are not as many resources, to begin with. Ensuring efficiency is crucial, as is ensuring that employees are able to focus on the projects they need to. Outsourcing copywriting can help achieve this, and give you the opportunity to focus on other efforts.

Similarly, if you even have a dedicated marketing department they are often swallowed up in trying to keep up with your business and its marketing efforts, you should seriously consider using a professional copywriter. This will help marketing departments refocus their workload on pressing matters, while also providing you with the right resources your business needs to show off its value in an efficient manner.

Ultimately, investing in the right copy is crucial to your business and its overall success – as is investing in the right talent to write it. These words are what will sell your business, and take your branding strategy to the next level, so it is incredibly important to ensure that your copy reflects the best your business has to offer.

6 Ways Digital Marketing will make your business more profitable

An increasing number of businesses are embracing digital marketing.

They’re doing so primarily because consumers prefer the convenience of digital channels to learn about companies and the products and services they offer.

Consider the following metrics from Business2Community:

  • 72% of consumers are currently connecting with businesses through digital marketing channels
  • Digital marketing increases conversions by 24% on average
  • 40% of businesses using digital marketing report “considerable savings.”
  • The use of digital marketing strategies increases revenue growth by 2.8 times and improves ROI by as much as 300%

What Is Digital Marketing?

Digital marketing means different things to different businesses, but most companies which embrace digital employ a similar set of strategies.

Hubspot provides a useful definition of digital marketing:

“Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.”

How can digital marketing help your business?

Some businesses are reluctant to leverage digital marketing strategies, often because those strategies are unfamiliar to them, and sometimes because they assume that doing so requires an expertise they don’t possess. The good news is that there are experienced digital marketing agencies which can help.

Working with a trusted digital partner like qubeSocial, your business can reap the several rewards of a robust digital strategy, including the following:

  1. You can more effectively compete with larger businesses: on Main Street, it’s hard to compete with stores that have more money for signage and fixtures. Online, however, even very small businesses can compete with industry giants if they have sound digital strategies to be found (through SEO and PPC) and engaged with.
  2. You can save money: when effectively leveraged, digital strategies can produce results for substantially less money. For example, leads generated through digital cost on average 61% less than those from traditional marketing channels, like direct mail and print ads.
  3. You can more easily measure results: measuring the effectiveness of traditional marketing strategies like telemarketing and newspaper ads can be challenging. When you market online, you can use analytics packages (like Google Analytics) to easily measure all your essential marketing metrics, like those related to website traffic, engagement on your site, conversions and sales.
  4. You can more easily refine your strategy to improve results: because digital provides performance metrics in real time, it’s easier to make the necessary marketing tweaks to enhance results. For example, you can split test PPC ads or web page content to discover what approach works best. In this way, you can implement a program of continual improvement to increase profitability and sales.
  5. You can generate high-quality leads: using digital marketing, you can post valuable content to bring prospective customers to your website and offer that content in exchange for their contact information. This means not only that you’ll generate more leads, but also that they’ll be leads who already know something about your business, and are already predisposed to trust you for the help your content provided them.
  6. You can build trust in your business: consumers over the past couple decades have become increasingly skeptical of traditional marketing. It’s the reason millions have registered on “do-not-call” lists to avoid annoying telemarketers, and millions more fast forward through intrusive TV spots. Digital marketing provides a vehicle to market your business non-intrusively with helpful information that solves people’s problems. This increases trust in your business and makes consumers more likely to choose you when they’re ready to make a purchase.

So, if you’re finding it difficult to achieve your key marketing objectives through your current strategies, you owe it to yourself to consider investing in digital marketing.

If you’re new to digital marketing and need some guidance, contact us, and we will take the time to understand your business and what you’re trying to do to move it forward. Working together, we can implement customised strategies which will drive sales, build your brand, establish trust and grow your business.

Contact us at qubeSocial to learn more about local marketing and other digital strategies we can help implement for your business.

Local Social Marketing for small business: Which platforms work best?

No doubt you’ve heard a lot about local marketing lately, especially local SEO and how you can better target customers.

Maybe you’ve tried these already with some success, but you can still do more. Local social marketing is the next step.

In fact, you can enhance your business by just doing local social marketing alone. All marketing analysts say it’s one of the best techniques in terms of cost and convenience.

When budget is a major concern, marketing on social media is low cost. This differs from having to buy PPC ads as part of your local SEO efforts.

The key to successful local social marketing is in the platform you use. Which ones work the best for your type of business?

Reaching people locally

Building a local brand is essential rather than competing on a national scale, after all, if you’re a beauty salon in Kew you’d be wasting your efforts reaching audiences in Perth. While SEO can help you rise to the top of SERPs on a national (and international) level, going local helps bring more loyal customers.

Chances are, you have competitors within just a few kilometers from you. Local customers are going to go online to search for businesses or services they can find in their local area. Most of those people are going to start researching who you are and what you do.

Some common things customers do when they start researching:

  • Looking at online reviews, both positive and negative
  • Price comparisons based on your competitors
  • Visiting your social media account to learn more information about your products

For the latter, you have an opportunity to capture a valuable demographic and address their pain points.

The great thing about social media is that it gives you one place where you can post your content to address pain points of those you want to attract.

To improve lead quality, all social media marketing experts note addressing customer pains is a significant element to success.

However, one pain point you might overlook is business location. Sometimes this is more important to a prospect than price or any perceived product risks. This gives you a stronger incentive to address local aspects to your marketing, including localised issues people care about.

Finding the right social media channel is going to help find the right demographics for this marketing element.

Which Social Media Channels Work for Your Business Style?

With everything from Facebook, Twitter, LinkedIn to SnapChat, the opportunities for local social marketing are enormous.

Don’t think this means you should necessarily use every social channel you can find as quite often one or two will provide the most significant impact. In cases where you use multiple channels, it’s essential to alter the content for each platform and adjust to optimise layouts for each.

All marketing experts note that Facebook is one of the best social platforms for reaching out locally. Facebook already provides many tools for small local businesses to advertise in particular geographic regions, but it is easy to waste money if you don’t know how to monitor and optimise your campaigns and end up seeing no returns for your time and money.

Some other top social media choices:

  • Online reviews are always taken seriously, so monitoring them forms an integral part of your online strategy
  • Google+ is still active and provides excellent Google tools for small businesses to market locally
  • Twitter is continually relevant thanks to the potential of content going viral and use of localized hashtags
  • LinkedIn is ideal if you want to talk about your business’s local history as well as your core objectives and skills
  • Instagram would work great if you have visual products and showcase local events
  • Snapchat to reach millennials

What is SnapChat?

To reach most younger audiences, you’ll want to consider SnapChat seriously. SnapChat have 10 billion daily video views, opening a lot of doors to capture people on a local level. SnapChat makes local marketing easier thanks to their geofilters and ability to stream live video. The site brings stronger urgency through their marketing tools, including many Snaps expiring after a short time. During times when you’re holding a time-sensitive event, SnapChat can bring locals to you within minutes through a geofilter showing them how to find you.

Contact us at qubeSocial to learn more about local marketing and other digital strategies we can help implement for your business.

3 reasons why your business needs to develop a digital strategy

It seems as though digital strategy has quickly become an everyday buzzword.

Every business, small or large, is now reassessing their marketing and overall business strategy to understand how best to leverage the new digital marketing tools out there to gain any advantages they can.

But for many, the term ‘digital strategy’ seems daunting and difficult to articulate when integrating into to your overall strategy. Considering how rapidly these tools have developed, it is normal to ignore digital marketing tools right away – it takes time to understand what forms work with your business, and what your goals are, and ultimately whether you have the time, budgets or understanding to utilise them.

However, that does not mean your business should not have it at all. It is crucial to undertake steps to integrate a digital strategy over time though, rather than putting it off. A digital strategy is essential for many reasons, here are just a few:

1) Visibility like never before

Digital marketing opportunities allow you to target audiences like never before, and having a digital strategy in place means that you can gain critical data and use it for actionable insights that will significantly enhance your current marketing efforts. Whether it is your website, mobile, email, social media or a combination of all, use it, and use it well.

This will help you gain incredibly essential data that can help you determine:

  • who your audience is
  • what they like
  • what their pain points are

You can use this data to create targeted marketing campaigns, re-energise current efforts and create a strategy that will get you the exposure and engagement you need to take your business to the next level.

2) Understand the competition

The hard truth is, any marketplace is overcrowded, and there is significant competition on all sides. The best way to beat it? Use digital tools to understand what your competition is doing – and then do it better. Whether it is marketing through different platforms, content creation or just really engaging with your target audiences online, observe it and innovate accordingly.

Many businesses use digital marketing tools as a supplement to their existing efforts, not as the primary tool. However, that is a mistake as a successful digital strategy must take into account current activity along with what your competition is doing to have maximum impact.

3) You will fall behind

The last point directly ties into this. If you are unsure of what the competition is doing, and how others are using digital tools for their businesses – you will ultimately fall behind and lose market share. Large companies are investing heavily in their digital infrastructure and strategy because that is the future, and it is the best way to move forward, but small or medium businesses often don’t know about affordable (or even free) digital marketing tools are available that can seriously improve their marketing.

Having digital tools at your disposal enables your business to:

  • make faster business decisions
  • gain valuable insight into the market and customers
  • create marketing that genuinely gives you bang for your buck
  • continue to innovate

That last bullet is essential: The most reliable way to move a business forward is to continually evolve, and that is very difficult without having a digital strategy in place. Initially, creating and executing a digital strategy may seem daunting, especially if you don’t have experience, which is precisely what we assist with qubeSocial. At qubeSocial, we will help you understand the marketplace and positioning and establish a robust and rewarding digital strategy.

For some, it is the monetary cost associated that becomes the main deterrent against adopting a digital strategy. In that case, it is better to start with small steps in constructing a manageable approach that looks into what platforms are best for your niche and focuses efforts on those. In every instance, we see a positive return on investment, and you’ll soon be wondering why you weren’t doing this before.

Contact us at qubeSocial to learn more about implementing your digital strategy and other social marketing opportunities.

We can build your website, improve SEO and Google rankings, create content schedules, run PPC and retargeting and numerous other tasks – but we will start with what is going to work for your business and budgets.

Custom Audiences Save You Money

Do you already have a customers database and visitors coming to your website?

Then creating a “Lookalike Audience” and then using Facebook’s remarketing and advertising options is something you should know about.

A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers. Read more about Lookalike Audience .

If you’ve heard anything or now visited the links above and educated about retargeting with Facebook’s remarketing tools, you’ve probably heard that it’s a valuable way for bringing visitors back to your website and content after they click on one of your ads or visit one of your tracked pages.

It’s a powerful way to reduce your advertising costs and increase your click-through rate by advertising to people who have shown an interest, however small, in your content, services or product.

Retargeting works very well for recapturing the interest of anonymous visitors to your site. Since you don’t yet have their contact info, typically you can’t nurture casual visitors into leads because you don’t have a way of following up with them. Facebook retargeting (as well as retargeting via other platforms) changes all that — it makes it possible for you to reconnect with visitors who checked out your pages by providing them new reasons to come back after they leave.

Retargeting is an incredibly valuable tactic for reaching those not on your list, it’s an even more high-yield method when used in combination with the contact information and customer data inside your CRM. Something magic happens when you combine the information you have in your CRM with Facebook’s advertising platform.

How is this possible? It’s all because of a little thing called “Facebook Custom Audiences.”

You can create a custom audience by importing a list of email addresses into Facebook. After you upload the email addresses Facebook will search it’s accounts that match those email addresses and create a Custom Audience that includes the exact people whose addresses you imported. The implications of this are major — you can target your leads and customers on an individual level based on interests and other behaviours, not just a keyword searched online.

Instead of just displaying ads to anonymous individuals who’ve been identified based on the targeting criteria from their Facebook account or online behavior, when you link Facebook with your database using a CRM or automation platform, you can unlock several additional benefits of retargeting:

  1. You can avoid displaying ads to your existing customers for products they already bought.
  2. You can use the unique information you have in your database to create additional new (cold) audiences that are similar to your existing customer base.
  3. You can send incredibly targeted ads to the contacts in your database based on behavioral and demographic information you have about them in your CRM.
  4. You can nurture new contacts into leads more effectively by displaying ads to them that match their position in your funnel, recommending additional content or introductory products that perfectly reflect the stage of their relationship with your brand.

How do Facebook Custom Audiences Work?

First, it’s important to understand how Facebook’s typical ad targeting for new (cold) audiences works. When creating an ad campaign on Facebook, advertisers can select the audience they want to display the ad to. Using Facebook’s Audience Insights tools, you can create your own audience of Facebook accounts by selecting targeting criteria based on information Facebook has collected about each of its users. This includes information about what pages they’ve liked or followed and what types of websites they have visited with a Facebook tracking pixel installed. (Yes, that’s right: Facebook knows where their individual users are spending time across the web, even off of Facebook’s domain.)

Custom Audiences take this targeting process to the next level — they allow advertisers to create an audience based on identifying users who have interacted with them in the past.

There are two different types of Facebook Custom Audiences:

  1. Website Traffic Retargeting: This method involves identifying Facebook users, via a tracking pixel, who have visited your own pages in the past and serving ads to those anonymous users to bring them back.
  2. List Upload Retargeting: This method creates a Custom Audience based on a list of email addresses that you upload into Facebook. It finds Facebook accounts associated with those emails, allowing you to target the exact people in your CRM.

The second method is what unlocks the possibilities of individual targeting.

Moving Contacts From Your CRM Into Custom Audiences

To get very narrowly targeted Facebook audiences that are up-to-date has traditionally involved creating groups within your database and exporting lists of contacts based on specific data points.

For example, you could create a list of everyone who has purchased your product so far and then import that list on September 1. But by October 1, there might be dozens of new customers, so you would need to export the list again and update your custom audience again.

Now, you can use automation to seamlessly manage your Custom Audiences based on any information about individual contacts stored in your account. For example, you could set up automation that always adds each new customer to your Facebook Custom Audience called “Customers.” That way, you never have to manage your lists and custom audience with exports. This method unlocks some serious opportunities for creating a multi-channel communication strategy for moving leads and customers through your funnels.

Leveraging the Power of Custom Audience Automation to Create Three Valuable Audiences

To make the most out of this incredibly powerful integration, here are three specific Facebook Custom Audiences that every business should have set up. As an added bonus, each one of these custom audiences can be easily managed with automation.

1. All Contacts Who Have Opted In (Prospects)

The first list you should set up and start leveraging is a list of everyone who has opted in on your landing pages or an online form.

You can use your “Opt-Ins” Custom Audience to achieve a few valuable objectives:

Avoid Targeting Those Who Have Already Opted In

One of the first things you should do is exclude this audience (that is, filter them out of the audience) for all of your other opt-in campaigns. They’ve already opted in; you don’t need them to do it again – so why pay for ads that ask them to? This is easy to adjust in your targeting options on Facebook’s platform. Simply make sure the audience you’re using for any campaign you’re running where the goal is to acquire contact information excludes the list of those whose contact information you already have.

Move Your Contacts Through the Next Steps of Your Funnel

Additionally, you can use this list of opt-ins to create highly specific campaigns that move your new contacts further through your funnel. After contacts opt in for a free ebook, a webinar or a coupon, your job is to get them to take the next big step. You can create a Facebook advertising campaign with a call to action that’s more of a commitment that you could show to a cold audience.

For example, you could promote a trial of your product or a free demo call with someone on your sales team. Just select your “opt-ins” custom audience when creating the campaign, and rest assured that only people who have engaged with you will be targeted with ads pushing them to take this significant next step.

If you want to get even more sophisticated with your retargeting campaigns toward opt-ins, you can segment your audiences based on content or product categories. To do this, you’d just create several different Facebook Custom Audiences and use rules to add new contacts to the audience that is specific to the reason they opted in.

For example, say you’re running a content marketing campaign for an upcoming event to attract leads for other services or products your offer. On your optin page(s) or from where they came you might have different services or products you want to promote later . If someone opted in for a lead magnet about that product or service, you could add them to your Facebook Custom Audience called “Opt-in: Product/Services Interest.” That way, you can retarget them with similar content to nurture them over time.

Or say that you’re an ecommerce retailer using cold campaigns to attract new shoppers. Your campaign might use product imagery to attract potential shoppers to your storefront, then a pop-up ad offering a free 20% off coupon for opting in to your email list would capture their information. You could divide your new opt-ins according to the product type that they showed an interest in.

For example, you would add anyone who came in because they clicked on an ad for T Shirts to a Custom Audience called “Opt-In: T Shirts Interest.” Then, you could retarget that particular audience with more advertisements for T shirts to drive them to make a purchase.

Use Opt-In Data to Target a More Focused Cold Audience

Finally, you’d be missing out if you didn’t use your list of opt-ins to create what’s known as a “lookalike audience.”

Basically, this tool allows you to create a much larger audience, based on a very small one, that includes more people who are similar to the small audience. Lookalike audiences are extremely helpful for finding additional cold advertising targets who are more likely to convert because they have traits in common with the people who have already converted. You can take the new lookalike audience that you’ve created based on the people who opted in and add that audience back to your original cold advertising campaign geared towards obtaining new contacts. This should result in a cheaper cost per conversion, since you are targeting a group of people that are “lookalikes” with the list you already have.

2. All Leads Who Have Interacted With You (Opportunities)

After you nurture your relationship with new contacts via email or highly specific retargeting campaigns, some of them will eventually move on to the next steps. At this point, you can use even more specific retargeting campaigns to reel them in and convert them into customers. Once customers take the “big step” that you are pushing your audience of opt-ins toward, you should remove them from the “opt-in” audience and add them to an “opportunities” audience. These are people who have indicated a serious interest in your business, whether by having a call with a sales rep, signing up for a demo or trial, or even purchasing an entry-level product.

It can be the outcome of a task for your team to speak with a lead, or it can be triggered by a purchase of a specific product. It can be triggered by almost anything in your account – just make sure it’s an action that indicates this lead is seriously ready to buy. When it is triggered, the lead will be removed from the “opt-in” audience and added to the “opportunities” audience. Your product-centric campaigns or special promotions geared toward customer acquisition will be aimed at this audience.

3. All Existing Customers

Once leads respond to your conversion efforts by making a purchase, you should add them to a Facebook Custom Audience specifically for customers.

This will save you money by allowing you to exclude them from ads for the product they’ve purchased. Plus, you can also use the same tactic of creating a lookalike audience based on this group to improve the performance of your cold campaigns. (There’s no better group to target than those who look like your existing customers.) The way you structure these audiences will be different depending on your business model.

Customer Audience for a Subscription-Based Business Model

If you sell a subscription product, such as a digital membership product or software, you should use automation to create a list of all your active customers making recurring payments, and maintain it over time as new customers are added and others cancel.

Simply add a step to your post-purchase automation that removes customers from the “opportunities” audience once they purchase and adds them to your “active customers” list. Then, add a step to your cancellation process that removes customers who cancel from your “active customers” list. You can add them to a “canceled customers” Facebook audience if you think it is worthwhile to run a campaign to bring them back, perhaps with a special promotion or to a different product.

Customer Audiences for Ecommerce Businesses

If you are an online ecommerce business with multiple products, for example a fashion retailer or a home goods store, you’d be wise to carve up your custom audiences into different categories depending on different products or product types.

That way, you can effectively upsell and cross-sell by advertising to your customers.

For example, you can create a campaign for people who have purchased a pair of shoes on your site in the past to come check out your latest shoe sale. Or, you can use information about specific product purchases to suggest relevant upsells and cross-sells.

For example, if someone purchased a sofa on your website recently, you could create a campaign promoting throw pillows and blankets and target it specifically to them. All you need to do to automate this is add a rule in the post-purchase process for a specific product that adds contacts to your corresponding Facebook Custom Audience.

With these three types of audiences, you can take your Facebook advertising to the next level to save money, earn more leads and sales, bring in new customers faster, retain them for longer, and even boost your revenue by upselling and cross-selling. Gone are the days of managing dozens of spreadsheets, imports and exports just to keep your Custom Audiences accurate and up-to-date. With the power of automation, you can manage it all as effortlessly as you manage the rest of your communications with leads and customers.

Are you using Custom Audiences on Facebook to target your leads or customers in a creative way that we didn’t cover here?

If Custom Audiences or Lookalike campaigns sounds like something your business should be exploring, please enquiry online or contact our team on 1800 QUBESOCIAL (1800 782 376).

Should your business live-stream on Instagram?

Live-streaming is the latest social media trend that every business owner has to be onto, the thing that you need to be doing if you want to reach your audience on social platforms.

While live-streaming is not for everyone, it is clearly gaining momentum, particularly amongst younger users.

In line with this, Instagram has announced that they too will be adding in a live-streaming element to their app, similar to what’s already available from Facebook (Facebook Live) and Twitter (Periscope).

Instagram Live

Instagram’s Live functionality works in much the same way as those other platforms –  select ‘Live’ from the options at the bottom of the composition screen when shooting a photo or video.

A selection of your connections will get a notification that you’re live so they can tune in. There’ll also be a new ‘Live’ notification added to your Stories icon at the top of the Instagram screen.

But there’s a key difference.

On Instagram, your live stream only exists while you’re broadcasting. As soon as your stream is finished, that video is gone – you can’t save it and it’s not added to your profile.

In this sense, the option is more similar to Meerkat, which as another live-streaming app that shut down due to lack of audience. But where Meerkat was most popular was among younger users, which appears to be the same market Instagram is chasing.

Brand streaming?

The addition of live-streaming adds is another consideration for businesses on Instagram. Over the past year, Instagram has been working to improve their add offerings and generate more business interest in their app.

Through the delivery of ads, Instagram can generate revenue, so there’s a lot of motivation for Instagram to make their platform more appealing for this purpose – and while their live-streaming offering is more focused on users, there will still be ways businesses can use the option to expand their outreach and generate engagement.

If you can think of creative, innovative ways to share your brand story and engage with your audience via live-stream – and you have an established audience already on Instagram – then it may be worth investigating how you might be able to use the new tool.

For example, try a live Q&A session (viewers can comment in real-time), an instructional live-stream showing your team at work, a behind the scenes tour of your business and process to build a following and community.

Instagram links

Another option that Instagram recently announced relates to links in Stories content. Now, when you create an Instagram Story – which you can do by swiping right from your home screen – you can mention other Instagram users within it. To do this, you use the text tool in Stories then type in their Instagram handle – if you don’t know it, you can type in “@” and Instagram will bring up a list of suggestions.

When you do mention someone in your Story, they’ll receive a notification on Instagram, alerting them to your content. This also means that anyone who views your story can click on the profile link to check them out.

There are various potential businesses uses for this – you can cross-promote with other businesses, mention winners of a contest, give a shout out to top clients. If you’re looking to boost your Instagram engagement, it’s worth considering how you might be able to use the mention option to boost your presence.

To find out more visit: and call us on 1800 QUBESOCIAL to discuss how to apply to your organisation.

Easily manage multiple shop Pages with Locations

With the introduction of Locations in Australia, you (franchises and multi-outlet enterprises) can connect and manage all your stores (pages) on Facebook.

This free tool lets you quickly add new store Pages, edit information for existing stores, and manage your locations from one central spot.

With Facebook Locations, you can connect and manage all of your shops on Facebook. Our free tool lets you quickly add new shop Pages, edit information for existing shops and manage your locations from one central place.

Customers find your business faster

Locations lets you list and manage all of your shops on Facebook so that everyone can find you in Facebook search or when they land on your main business Page. This is especially important for people who use their mobile phone to find information on the go.

Power local adverts

Nothing shows customers that you are part of the neighbourhood more than locally relevant messages. Create awareness adverts featuring your address, phone number, website and more.

Manage all of your locations in one place

Changes and updates can be carried out quickly with Locations dashboard. You can efficiently view and manage all of your shops in one convenient place.

To find out more visit: and call us on 1800 QUBESOCIAL to discuss how to apply to your organisation or book a free 45 minute consult.

3 predictions for social media marketing in 2017

The social media landscape is always changing, with advances in technology leading to platform developments and changes more aligned with user needs.

Written by Sensis on 09 January 2017

It can be hard to keep up with – but in this post, Sensis tell you what’s coming in social media marketing before it even happens.

Social media marketing is no different – it seems like almost every week there’s a new advertising option or tool announced that can streamline workflows and maximise results.

It can be hard to keep up with – but in this post, we’re going to go one better. We’re going to tell you what’s coming in social media marketing before it even happens.

Here are three key trends on which we expect to see significant focus over the next 12 months.

1. Social storytelling

Over the past 18 months, we’ve seen a rise in social storytelling, expanding the context of your social media posts beyond a single item. The trend spawned from Snapchat and their innovative Stories feature – through Stories, users can post several Snaps over a period of 24 hours and link them all together into a more comprehensive tale, helping them provide more detail and tell a bigger story through their content.

As has been widely discussed, Instagram essentially copied the ‘Stories’ format – but while Instagram’s introduction of their own Stories feature seemed like a play to steal users from Snapchat, the impetus behind the move was really the popularity of the Stories format.

The way Instagram explains is, Twitter originated the hashtag, but now everyone uses it; Facebook invented the News Feed, now every platform has one.

They see Stories as no different, and with 100 million people already using Instagram Stories, it seems they were onto something.

Because of this, expect to see more emphasis on storytelling features, and more audience expectation of storytelling in the content you produce.

2. Honing in

Traditionally, marketing has been about broadcast, delivering your message to the largest possible audience in the hopes of reaching the most engaged people within that bigger group. But social media has changed the perspective somewhat – now, through advanced audience targeting options (like those available on Facebook), brands can research the most common traits and interests of their audience and refine and personalise their messaging accordingly.

For example, previously, you might have chosen to put all your ad budget behind a single campaign about your latest product. But now, you can think of several different ways in which that product can be used, then focus specific ads based on those varying functions to different user groups who are more likely to be interested in each approach.

A hairdressing salon, for example, doesn’t need to advertise to all people with the same promotion, they could target younger users with an offer on the latest colours, older users with specific discounts, men and women, kids and parents – you can create a specific campaign for each group and improve your results based on advanced targeting.

As we move into 2017, we’re going to see more awareness of, and focus on, personalised messaging via the use of social data. The more personalised your message, the better the response.

3. Return on investment

And the latest major trend where we’ll see more focus and development in 2017 is on return on investment for your social advertising spend – or ROI.

One of the biggest criticisms of social media has been that you can’t quantify the cash value of a ‘Like’ or a follow, it doesn’t mean anything in the wider context. This just means we need to be more aware of what’s actually valuable, and develop systems focused on the right elements.

On this, we’re already seeing the social platforms themselves improve their options. Facebook, for example, has an ad offering called ‘Conversion Lift’ which enables businesses to provide their point of sale (POS) data to Facebook to be matched against the audience of people who saw their ads.

For example, if you have a loyalty card program and you take people’s email addresses, you can match that in Facebook against the people who actually saw your Facebook ads, so you can connect your online efforts to your offline results.

In 2017, expect to see more options on this front, and more tools that enable businesses to connect their social media advertising to direct, bottom line results.

To find out more visit:

If you are a small business owner interested in: ‘protecting your brand; building your relationships; and growing your business’ with social media marketing, call 1800 QUBESOCIAL (1800 782 376) or email for a free 45 minute consult.