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Why the automotive industry should be using social media more

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Coloured cars in a jarTwitter, Facebook and Instagram are not just for teenage girls, you know! People from all sorts of businesses and industries are quickly learning that social media is your one stop shop for simultaneously building your brand and gaining new customers online, and when it comes to social interactions online the automotive industry is lagging behind.

 So car dealers don’t fret! Our top tips for using social media to boost your business should help get you on the right track.


Show off your products
Instagram and Pinterest are a car dealer’s ultimate secret weapons online. Not only do they let you build up a stylish and stunning looking portfolio of what you have on offer, they also allow potential customers to covet and share their dream cars with all their friends.


A happy customer says it all
Using the likes of Facebook and Twitter to share photos of happy customers with their brand new purchase will do wonders for your business. Not only will the customer and all their friends and family share the photo, loads of potential new customers will see this free publicity and become aware of your business. Good reviews and messages of thanks directed at your online profiles also give your business a good name.


Interact and engage
Up to date and engaging social media platforms give your business a more personal vibe that allows customers and potential customers to contact and converse with you directly. From asking questions about the cars you have on offer to enthusing about how great a new model is, social media is a great way to be a part of the conversation and get to know your target audience even better.



From driving sales to steering customers in the right direction, get online and get social today!




For more information please get in touch with us here at The Bright Click on: 08433 832732

Sanity, Not Vanity – Reasons Not To ‘Buy’ Fans

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Social mediaOne of our favourite phrases in The Bright Click office is ‘Sanity, Not Vanity’ and in no better case can this be applied than in terms of the number of followers that you have across your social media channels.

Of course it looks great if you’ve got hundreds or thousands of followers, and if you’re a big company or organisation then the chances are that you could well be enjoying that sort of genuine attention.

The main thing you’re aiming for across any social campaign though is to be able to reach a target audience – an audience who are into what you’re doing.

Look at your Facebook news feed – are you following anything that doesn’t interest you? If you were a massive football fan but hated rugby, would you follow rugby teams on Facebook? The likelihood is ‘no’.

So why do your fans follow you? Either because they’re already your customers (and in which case your advocates – incredibly powerful) or because they’re interested in what you have to say.

There’s the ‘sanity’ part – you’ve got an engaged audience who will likely interact / comment / share your content, and as a result, their friends, colleagues and associates become increasingly aware of your brand in an organic way.

So what happens when you have a page full of loads of followers who aren’t into what you do? Well, this is the ‘vanity’ part, and if this is your objective, then you’re probably wasting your time.

Facebook uses algorithms to determine which percentage of your followers see your posts. It’s a complex thing, and it evolves constantly, but only around a maximum of 25% of your audience will see your posts at any given time.

We always recommend adopting a paid strategy alongside your organic strategy too – it’s how Facebook makes its money but it’s also very effective, and probably a topic for another blog post!

However there’s two main things to note here.

The more followers you have, the more diluted your content becomes – if you have 1000 followers then around 250 will see your content.

But if only 100 of these are ‘genuine’ – there’s a good chance that the whole potentially engaged audience following you will miss your post entirely – and how crazy is that..?!

So, you’re not getting the engagement you were expecting and you boost the post. Great idea?

In theory yes, however you’re now paying to reach your 100 ‘interested’ fans, plus 900 who’ve never heard of you, and don’t care about your business, brand, or what you have to say… Not the greatest use of your marketing budget.

And that’s why neither is ‘buying’ fans.

You’ll see loads of sites offering you the chance to ‘buy’ fans and it looks too good to be true – £10 for an extra 1000 fans on your Facebook page seems like an amazing deal, but it’s a false economy and will cost you a whole lot more money, not to mention damage, in the long-term.

Concentrate on growing your audience organically by consistently providing great content, directly aimed at your brand advocates, with a paid boost here and there.

Sanity, not vanity.

Need help with your Social Media Strategy? Call us now on 08433 832732 or contact us here.

5 Simple Ways To Improve Your Facebook Ads With Specific Targeting

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1. Know what your customers are interested in.

You can target Facebook users who have shown an interest in or even like pages related to a subject. This is called interest-based targeting.

You might be holding a charity football event in west London and need some people to come and support, so targeting people who support a local football team in the area might be a good place to start!

There are thousands of different interests that exist in this section, so go and have a play!

Facebook Ads

2. Combine age and gender with where people live.

Rather than just targeting your Facebook Ad at a specific area, why not try adding age groups and gender to the mix. This is a great tool because you can really narrow down where your ad can be seen and by whom. For example if you own a women’s clothes shop in Kingston selling trendy clothing, you could target you advert at women aged between 18- 35 who live in Kingston!

Facebook ads

3. Target people by industry or occupation.

You might have a product or a service that is ideal for people who work in a specific industry. You can target people with specific job titles or who work in a specific industry like ‘Sports and Media’ or ‘Education’

Facebook ads

4. Find friends of people who might be celebrating a milestone

Target friends of people who have a upcoming birthday or anniversary who will be looking to give their friends a nice birthday treat. Alternatively maybe you have a function room for hire and want to put an advert in front of people who are looking to put on a surprise party for their friend!

Facebook Ads

 

 

 

 

5. Target people who love to shop 

It makes much more sense to target online buyers with many lifetime online purchases than just to any random person who you know nothing about. So targeting to people who you know like to spend money online, and combine that with all of the above, and you really could be looking at getting yourself some brand new customers!

Facebook Ads

How Targeted Facebook Ads Can Benefit Your Business

If you need any more information about Facebook advertising or any advice on other aspects of marketing then please feel free to get in touch with us and one of our team will be happy to help.

Looking to enhance your LinkedIn presence?

Enhancing Your Personal Brand Using LinkedIn

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LinkedIn_ExampleOn Tuesday of this week I was fortunate enough to be asked by Nicki Kavanagh at The Juniper Co to take part in a webinar at their head office in Aldershot.

The webinar was aimed at members of their exclusive Alumni Group and was part of a series of events on how to enhance your personal brand, and the part that Social Media can play in doing so.

It was a very enjoyable hour, and in the Q+A session towards the end, I was asked some questions about LinkedIn and Twitter.

As I gave my answers to these questions, it occurred to me that many people aren’t using LinkedIn to its full potential – particularly in terms of their personal brand.

Think about going for a job interview – you’d do your research, you’d update your CV, you’d wear smart clothes, you may even have a haircut (as Dan says to me – which hair did you have cut..?!) – but the point is that all of these things, plus the way you then present yourself in the interview, form part of your personal brand.

So please do bear in mind the importance of presenting yourself in the same way on the Social Networks that you use – particularly on LinkedIn as the perceived  ‘professional’ platform of choice.  A potential client, customer or employer checking you out online may see your failure to keep your online profile up-to-date as a potential shortcoming.

So to help you avoid this scenario,  here are a few tips to help you present yourself in the best way online:

1) Profile Pic – is your LinkedIn profile pic one of you lying on a beach with a sangria and a sombrero? Or having a bit too much of a good time in the pub? Then consider changing it to something a little more sober – a simple head shot or you working in your current role for example. If you’re a teacher, a photo of you teaching is perfect for example. If it is a head shot – try and be smiling 🙂

Oh and the cardinal sin – no profile pic – there’s no excuse not to have one! How will anyone know if it’s THAT John Smith from the networking event…?

2) Your Biography – Make sure it’s filled in and don’t be scared of bigging yourself up, you’ve got a few seconds to make an impression so spend some time thinking about that killer opening line – and also how that works in conjunction with your profile picture, try and make sure the two marry together nicely if you can. First impressions are everything and online you have even less time to make an impact so make it count.

3) You Current Role – Most people create a LinkedIn profile as they are either looking for work or setting one up to network as part of a current role. However when they then move roles, the profile can simply be ‘left behind’. Bear in mind that your LinkedIn profile ultimately reflects YOU and YOUR brand – not that of the company that you work for. So if they’ve asked you to set one up, make sure that when you leave the company that your LinkedIn profile comes with you. Setting up a new profile for a new company is all well and good but someone searching for you and finding five different profiles of you working for five different companies with no end date is going to be confused. Either delete old profiles or make sure that your new profile is as up to date with your current role as it can be.

LinkedIn_Expertise4) Ask for recommendations – you’ve probably seen the ‘endorsements’ section of LinkedIn that has emerged in recent months, where you can simply endorse someone as LinkedIn asks you ‘Does Matt know about Online Marketing?’ However I’ve subsequently kindly been endorsed for random skills by people I’ve never worked for or with!

The real weight comes from recommendations, where previous colleagues and clients can write a recommendation on you as a person – adding huge value to your personal branding online. It’s great ‘Social Proof’ that you know what you’re talking about!

5) Demonstrate Your Knowledge and Authority – Make sure you post regularly about what you do and the results that you’re achieving. Do you write a blog? Make sure you link to it. Did you win an award? Post a photo of you receiving it. Seen something interesting in the news about what you do for a living? Post the link as an update. LinkedIn is the perfect platform for you to demonstrate exactly what you know about your specialist subject and role within the company. Make sure that anyone landing on your profile is impressed immediately!

Need more help with LinkedIn? Or maybe you want us to just check out your profile and let you know how it could be optimised further? Drop us a line here.

Written by Matt Davis

Looking For A New Job? – Good, Because We Are Looking To Recruit

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We are pleased to announce that we are now looking to recruit the next member of our fast-growing online marketing team.

This role is full-time, although a part-time role would also be considered for the right applicant.

Our business is growing quickly and that’s largely thanks to the commitment, hard-work and expertise of our small but dedicated team.

We have recently moved into new offices next to Twickenham station in order to support our continued growth and to create a great working environment for our team.

So who are we looking for?

Ideally you will be interested in marketing, specifically online, and will have a passion for digital and technology.

This role would best suit a school or university leaver but all applications will be seriously considered regardless.

We will provide full training but previous experience or knowledge of online marketing strategies would be a bonus although by no means essential.

Our clients expect us to be pro-active, provide value and deliver excellent account management – we pride ourselves on this and would look for the same levels of service from the successful applicant. If you’re the sort of person who enjoys ‘going the extra mile’ then we want to talk to you…

We’d expect you to enjoy learning and to be pro-active in implementing strategies and techniques in an ever-changing and incredibly fast-moving environment.

Flexibility and adaptability are also key in the areas that we work in – we work in a relaxed environment but every now and again the pressure gets turned up and we need to be ready to react when this happens.

We are a small company so as clichéd as it sounds, teamwork and a willingness to help others plays a huge part in how our business moves forward.

The main day-to-day activities will be centred around Social Media management on behalf of our clients – representing our clients’ respective businesses by promoting them and engaging with their customers and clients online.

There will also be elements of other marketing involved including Google Adwords, SEO, Facebook Ads, e-marketing, blogging, web design and more.

If you think this could be your cup of tea then please get in touch.

Email matt@thebrightclick.co.uk with your CV and a covering letter and I’ll get back to you as soon as possible.

Matt Davis
Managing Director
TheBrightClick Ltd
07723 352 927

Event – So How Does Social Media Work?

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Juniper Event Panel

(l-r) Jane Mancini, Kevin Williams, Matt Davis

Last night I was fortunate to be asked to sit on a panel of industry experts as part of a presentation by Nicki Kavanagh at The Juniper Co to 35 business owners in Aldershot and the surrounding areas.

It was a superbly constructed event, with a great presentation by Nicki, punctuated by questions to the panel (which consisted of myself, web design expert Kevin Williams from Servon Design, and branding expert Jane Mancini of Wag Design, and lots of engagement and interaction from the audience, which created a great atmosphere.

A wide range of topics was covered including branding, which social media platforms you should use for your business, blogging, web design, customer engagement and much, much more.

You can view the original presentation here and you can find out more about Nicki and The Juniper Co here. 

What Google Wants Right Now – In A Nutshell

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Google LogoGoogle is constantly adapting and after the algorithm changes of 2012 it can become more and more complex and difficult for smaller websites and businesses to get noticed, especially when there are much larger companies and more established websites in competition. So how do you get ahead and make sure you still appear near the top in Google web searches? Well, 1st up on the list be, of course, do exactly what Google tells you to:

1/ DO WHAT GOOGLE TELLS YOU TO DO!

Don’t be silly. You cannot ‘outsmart’ Google. It’s waaay too powerful and important to your business. Do what it tells you to do, don’t do anything that you might think maybe it doesn’t want you to do, and everything else should be plain sailing. If you think you might need it, there are plenty of reputable internet marketing agencies out there that can help with optimization techniques.

2/ NO COPYING!

Whether you’re copying text from another website or have a range of websites with selling similar products, it’s all the same to Google. It’ll identify the repeat patterns and the sites will not be listed. Customers want choice and Google knows this. So it’s trying to prevent one company dominating a particular search by having lots of websites advertising the same product. Keep it original, keep it fresh.

4/ DON’T BUY DODGY BACKLINKS!

Google used to keep an eye on how many other websites had a link to yours and make an assumption that the more links you had, the more popular your business. Makes sense, right? Well, no actually. Because this could obviously be exploited as a good business opportunity by sharp entrepreneurs looking to sell lots of backlinks to companies in a bid to up their perceived popularity. And it was. A lot. Which was why when Google cracked down on this kind of behaviour lots of business shot down the rankings virtually overnight.  Don’t fall for it, don’t buy them. Organic (ie legitimate) backlinking does carry some weight still but is certainly no-where near the way forward as it might have been a couple of years ago.

5/ MAKE YOUR CUSTOMER YOUR FOCUS

A lot of businesses will reason that because Google are all powerful, it should be their primary concern with regards to marketing, forgetting all at once the key player in your business. The customer. Google after all, is constantly tinkering with its product to meet the demands of its customers, so this is what you should be doing. Create great, original, fresh new content regularly. Update your website with new ideas, new blogs, share interesting information and people will naturally be drawn to it. Get them reading, sharing and commenting on your content, and search engine traffic will increase as a result.

6/ CREATE A GOOGLE+ ACCOUNT

If you haven’t already, do this now. Then make sure that everything you produce has your name (and/or photo) and is linked to your Google+ account. Then, make sure that your Google+ account lists whatever it is within the contributor section of links. You are doing this because Google has recognized that social signals are a great indicator for search engine rankings. The more ‘shares’, ‘likes’, and ‘+1’s’ your content the higher up the rankings you are going to be. Plus if you regularly blog or post on a particular subject, and you get lots of comments, likes and +1’s, then you’re more likely to be ranked as an author in that particular field. You are using Google, you want Google to like you, so sign up to Google+ and show them you like them too. And make sure you engage on other Social Media platforms too – Google likes this. Social is BIG in 2013.

7/ KEYWORDS

Time was when a website, in order to be recognized in a search ranking, would insert ridiculous amounts of keywords relating to their business in order to fly up said rankings (or worse, from a customer perspective, be taken to their website when they actually wanted to be somewhere else). But Google, again, thinking of their customers, have tried to stop this. Customers don’t want to read reams of pointless keywords (in fact, they don’t, they just click the X and move on), so in order to change this up, Google will now recognize repeated keywords and penalize the offending website accordingly. Whatever you put up, read it back, aloud. Does it sound natural? Are you repeating keywords or phrases over and over again? Mix it up. Make it interesting. Using different words will not only make it far less boring for your customer to read (if they read it at all), but will also serve to increase your rankings in the other words.

The Google Network

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The Google network is a great way to engage with audiences across the internet. It consists of both
the Search Network and the Display Network.

Search Network: Includes other search engines such as AOL as well as Google.

Display Network: Made up of a number of different websites which are owned by Google i.e.
YouTube and sites which specifically relate to Google such as Gmail.

The Google network makes up thousands of sites which display targeted AdWords. AdWord
campaigns are placed in the Google network by default. However it is possible to opt out of either
network by changing the settings.

Key things to know:

– If you are displaying a keyword – targeted ad, it can be placed across both the search and display network pages. Google uses search- engine- targeting to match keywords that users search for on search engines.

– Google display network pages use contextual targeting to match keywords to web page content, otherwise known as ‘automatic placements’.

-‘Placement-targeted’ ads can only appear on pages in the display network. It works by
choosing a specific audience and site to direct your ad at, otherwise known as ‘managed
placements’. The keywords and placements will combine efforts and work together to
determine the best position for the ad.

-Ads are displayed on Google based on their relevancy.

-Ads that are fully text based can appear on both search pages and on display network pages.

-Ads that feature images or videos can only appear on Display network pages.

Display Network Placements – Where do they go?

Search network ads are shown on pages related to the keywords related to the ad. These ads
appear alongside, above or below the search results and are specific to that particular search query.
Display network placements work differently.

‘Managed placements’ are ads which are placed separately for increased control. There is also the
added option of excluding certain placements for which you don’t want to run ads.

For more information on The Google Network contact us today on 08433 832 732

This Week At The Bright Click – 28th Sept 2012

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The Ryder Cup has just been switched on in the office (God bless Sky Go, also reminds me of this blog post I wrote way back in 2011), we are finishing off our Smarties (unhealthy Matt) and Popcorn (healthy Hollie) and putting the finishing touches to another great week at The Bright Click HQ. Here’s a list of just some of the things we’ve achieved for our clients this week…

  • We set up a campaign to track the path from Google keyword search right through to the sale, in order to see which keywords were most profitable for a client’s product
  • We increased the online brand exposure for another client with a series of targeted Facebook posts that received numerous ‘likes’ and ‘shares’
  • We attended a seminar hosted by Right Move in order to increase our knowledge of the property sector – we currently work with three estate agencies and we’re looking for more!
  • We set up a sales campaign for a client which included the implementation of email marketing, open rates, reporting, uploading onto a CRM and then calling of the warm leads
  • We started work on two new websites for clients
  • Implemented an SEO, Google Adwords and Facebook Ads campaign for a solicitor in London
  • We made very good progress on a new website for a Care Home
  • We produced and then promoted a YouTube video onto Page 1 of Google for a specific search term
  • We accidentally got a client website onto page one, image 1 of Google Images for the search term ‘pig’ – we’re not sure how this happened but we now know it’s possible!
  • We stepped up a campaign on Pinterest for a client, with great success
  • We produced a three minute product video for a client and posted it on YouTube – fully optimised for SEO and already being picked up by the search engines
  • We designed an advert for a client that will shortly be on display in Acton – you’ll know it when you see it as it’s over eight metres tall and five metres wide!
  • We saw a current Google Ads campaign generating targeted leads for a client for less than £3 per day.
  • Hollie has also been wearing a microwavable teddy-dog which smells of porridge on her shoulder to help with an on-going injury.

If any of the above services could be making a difference to your business, or if you know someone who’s business could benefit from our services then please get in touch – we’d love to chat with you.

Thanks for reading and have a great weekend – come on Europe!

Best wishes

Matt
matt@thebrightclick.co.uk