Facebook
How Social Media Can Help Drive Traffic To Your New Website

How Social Media Can Help Drive Traffic To Your New Website

How Social Media Can Help Drive Traffic To Your New Website

You finally have a beautiful website that is going to blow your visitor’s minds the first time they visit – now what? You could hope and pray that the visitors will magically start showing up and interacting with your brand, or you could make them come to you. Using the power of social media, it’s possible to create a systematic game plan that attracts people on social media and drives them to your website. The best part? With enough elbow grease and a whole lot of grit, any entrepreneur can do it. Below are just a few of the many ways social media can start converting your followers into actual customers.

Social Media Advertising Transparency

Know each platform’s role for your business

Although it can be tempting to sign up for every social media account you can think of, you need to be aware of each platform’s role. They’re not all created equal, and some platforms are better suited for particular content than others. Think of them like tools. You wouldn’t use a screwdriver to hammer a nail, would you? Thus, using Snapchat to share paragraphs of updates as you would on Facebook isn’t going to cut it. Think about the results you want from your social media accounts, and post accordingly.

For example, if you want to share text-heavy updates, Facebook is a great place to do this; Twitter is too if you want to keep your updates to a paragraph. To prove to your community that you are an authority figure in your niche (more on this in a moment), Reddit is a great place to do this (it’s also an awesome way to speak to current and would-be customers one-on-one). For sharing strictly multimedia content (e.g. videos, pictures, audio clips, etc.), platforms like Snapchat and Instagram are all fair game.

Consistent posting

Have you ever visited a businesses’ Facebook Page only to find they haven’t posted anything in months? Did you become a customer? Exactly! Consistently posting content isn’t just a good way to make the public know that your business isn’t dead – it’s the foundation for the rest of your social media game plan. The trick is to post content that followers will find engaging. Posting helpful content is the best way to do this as it raises the odds of your followers sharing this content with others (more on sharing later). This can be anything from helpful blogs on your website to videos, Infographics, images, etc.; as long as it’s helpful and tailored to your brand, it’s fair game.

Sharing

Share content related to your brand with your followers when possible. Be sure to always source where the content is being shared from. This will protect you from being accused of stealing the content (it happens) while alerting the original poster to know about your brand. By posting shareable content regularly, you raise the stakes of that person sharing your content on their platform (thus, alerting others of your presence). While you can share whatever you want, remember: short, concise content that can be consumed in under a minute has maximum impact (e.g. videos, images, etc. as discussed earlier).

Social Media Advertising Transparency

Be the authority

Who are you most likely to do business with: a brand that proves they know what they’re talking about or one that keeps quiet and doesn’t say anything? You know the answer. When you have knowledge about your industry, you have information that your followers want to hear. Posting helpful content is a great first step, but go further and consider doing Q&A’s (Questions & Answers) on a platform like Facebook, Twitter, and even Reddit. These can be real-time text-based answers, or you can ask your audience to send questions that you will answer in a video (that will be ripe for being shared later). Do one or both – you can’t go wrong with either. Write e-books to give to your followers for free when applicable, always answer questions, and above all be helpful. When you’re an authority, the people that want services/products like yours won’t be able to help themselves from visiting your site!

Social Media Advertising Transparency

Share reviews, too

Did someone say something nice about your brand? Let your followers know about it! When your brand isn’t seen as a gamble and one they can depend on, you will attract more followers and customers as your social media game plan unfolds. It’s good to brag when it brings added business, so do it on the regular when applicable.

Post when your followers are most active

To make all of these tips work at their best, do them when your followers are most active. For example, if a large portion of your brand targets overnight workers you may want to post your content between 8-10pm and 7-9am. You want to find the ‘sweet spot’ where you can post where the majority of your followers will be looking at their devices. Post too early or too late, and your content is more susceptible to getting drowned out by other social media influencers vying for your follower’s attention.

Notice that we mentioned posting twice; that wasn’t a typo. Adhere to former Apple Chief Evangelist Guy Kawasaki’s strategies for reposting content; mainly, repurposing the content (i.e. don’t just copy-and-paste your previous posts) every time you post. Repurpose and post for followers in different timezones and geographic locations to maximize your ultimate reach.

If you are looking to grow your business’ online visibility with a new website and promote it through social media and marketing tactics, schedule a meeting with Web Geeks to see how we can help your business grow!

The All-New Google Adwords Interface: An Overview

The All-New Google Adwords Interface: An Overview

The All-New Google Adwords Interface: An Overview

It was approximately 17-years ago that Google first unleashed Google AdWords on the world. To say it has been a success is an understatement: AdWords has proven to be the game-changer they claimed it would be by giving all businesses – from the tiniest to the biggest – the opportunity to reach their customers easier and more intuitively than ever. Now, 17-years is a long time so naturally there have been updates along the way. 2018 is no exception, as Google AdWords has arguably seen its biggest update yet. What does this mean for you? In the short-term, you won’t be able to use the old AdWords past 2019 (Google assures users that accounts will not switch in the months of November and December due to the holiday rush). In the long-term? You will be able to control your brand’s advertising better than ever before.

Social Media Advertising Transparency

It’s an exciting time for AdWords users. It’s also time to get acquainted with what Google’s marquee ad service has to offer. Below are a few of the many features our digital marketing team in Windsor is most excited about!

Lightning fast

If you’ve used Google AdWords then you know how slow it can be; not unbearably slow, but it can be annoying. You will be pleased as punch to know that Google has seriously sped up the interface of AdWords – and we mean seriously. No longer will you have to wait on Google AdWords when you want to jump in-and-out of ad groups, campaigns, and keywords lists as it’s all instantaneous. Whether you have one or five-hundred ad campaigns operating at any given time, we’ve got one word to describe it: instantaneous.

Custom dashboards

If you loved Google AdWords’ standard dashboard, you’re going to go bananas for the custom dashboard. The standard dashboard still exists – it fills you in on performance, various insights, and even trends associated with your brand. What it doesn’t show you (and what custom dashboards can) showcases what’s driving performance and provides information on the leading indicators. You can customize reports, track them in real-time, and mix-and-match combinations of data to give you metrics that matter for your brand.

Are you confused? Not to worry, we can help!

Powerful demographic targeting

It wasn’t long ago that Google released a demographic targeting tool designed specifically for search ads. While it allows users to tweak their message based on a user’s age and gender, this newest update takes the beauty of this tool and dials it up to 11; now, you can target users based on household income and even parental status (features previously available to only display advertisers). While it may not sound like a game-changer, spend an evening messing with the feature and you will likely find that it gives you freedom to tailor your message to multiple groups simultaneously. Believe us, you’re going to love it!

Reporting’s makeover

If you are a visual person, you’re going to be head-over-heels over reporting’s newest makeover. Especially if you comb over every cent of your Price-Per-Click (PPC) campaigns, this update allows you to see every breakdown of your campaign, visually. That means you can view every click, the cost of the campaign, and the conversions across mobile, desktop, and tablet in one place. The easy-to-digest visuals will make it simple to adjust your bids on-the-fly, ensuring you that you are getting the most bang for your buck. Moreover, you can even view heat maps that showcase how effective your campaigns are throughout the week – you can even analyze how it performs hour-by-hour!

Showcase ads

This may seem like a small-yet-welcome addition to Google AdWords, but we found it pretty impressive and smart. AdWords now provides a feature called Showcase Shopping Ads which allows users to promote a variety of products rather than a single item. Rather than paying for one ad for one product/service, you now have the freedom to pick-and-choose which items you want to showcase simultaneously. This will allow you to experiment on what types of products/services you want to showcase together. For example, if you notice that customers are only purchasing a pair of shoes with a certain outfit, consider showcasing them together as a set to improve your sales. Want to push a certain product for customers that buy a certain item? Again, clump them together and see if your sales improve. It’s a new and great way to do A/B tests for your sales.

So many other features

We don’t say this lightly: this may be the best update of Google AdWords in history! Marketing is changing once again, and Google is doing its part to give users the tools to stay competitive. Once again, if you are confused by this in any way, reach out to us – we’d love to help!

Resources for Social Media Marketing

Resources for Social Media Marketing

Resources for Social Media Marketing

Social media marketing is something that every business should be doing to build their online presence, inform the community on what their business is up to and to engage with customers. Building a friendly, helpful and lasting relationship with customers will make them feel welcome and lead to repeat business. Since there are so many social networks and platforms to cover regarding social media marketing, we’ll tell you about some of the tactics our digital marketing team uses here at Web Geeks.

Social Media Advertising Transparency

Social Media Post Scheduling

Our social media team uses a tool that allows us to compose and schedule social media posts to simultaneously publish on social media platforms such as to Facebook, Instagram, Twitter, LinkedIn, Google+, YouTube and more! This allows users to view a weekly or monthly calendar to get the larger picture of what is being posted to social media for all clients. You can also filter by social profile to ensure that all of your planned posts have been scheduled.

Social Seeding

Our social seeding strategies include following relevant Facebook Pages, Twitter and Instagram feeds and even following hashtags and posts within geographic areas to build our clients’ business. Social media marketers can use these strategies to Like, comment, share and engage with social posts from other pages and influencers to grow our clients’ online presence and associate with relevant Pages and their audiences. On some social networks, following new users to get them to follow you back is an effective social seeding tactic.

Social Media Hashtag Research

Web Geeks’ social media team uses tools to determine the most effective hashtags for your posts. Our tools show the volume of posts with each hashtag so you can include high-volume/low-volume hashtags on your posts to get immediate (and in some cases, long-lasting) exposure.

Facebook and Instagram Ads

Facebook Business Manager and Ads Manager allow marketers to create ads that will be served across Facebook, Instagram and partner sites, including many local news providers. There are many different types of ads that are not a one-size-fits-all solution. Depending on your marketing objective, you may use different types of ads focusing on engagement, link clicks, video views, awareness, actions like registrations completed on another site or promoting an event.

Targeting options include restricting the area your ads are served to a specific area, age group, gender, and can even add interest and life stage targeting. For example, a wedding and event coordinator can craft their messaging towards women who are planning a wedding by targeting women in the local area who are recently engaged.

Reporting Tools

Clients want to see results from their social media marketing, and Web Geeks has access to reporting tools to give measurable results. Insights from Facebook, Instagram and Twitter allow us to see what posts performed the best with their audience, had the most reach and to show the growth of social media profiles as time goes on. These insights can also show who your audience is and where they are coming from.

If you are driving users to a website, it is essential to have Google Analytics tracking installed which gives a wealth of useful information. Google Analytics tells a user how many people visit the website, what pages they visit, how they got there, how long they spend on each page, and even shows the paths that visitors take to travel from one page to another. This data is essential when you are driving people off social media to a website to understand if your efforts are effective at getting visitors to complete your goal on the website.

Other reporting tools allow us to pull customized reports pulling in data from multiple social media platforms and website analytics, customized to clients’ goals.

Creating Graphics with Adobe Creative Suite and Online Tools

Social media marketers need to be photographers and graphic designers as well. At Web Geeks, we have a graphic designer working full time to create stunning graphics for our clients’ social media posts. Using programs in the Adobe Creative Suite, we have the skills to touch up photos and customize them as needed. There are other online graphic creation tools that can be used. Canva (https://www.canva.com/templates/social-graphics/) is a useful online graphics tool that includes templates for various social media and banner ads, they even have pre-made graphics which can be customized!

Stock Photos

Sometimes our clients do not have photos to use for daily posting, and that is okay! Our social media team has access to millions of stock photos and images that can be customized to create the perfect graphics to communicate our clients’ messages to their audience.

There are a lot of skills that go into digital marketing and learning to use them all correctly can be time consuming for business owners. You must be a writer, photographer, graphic designer and web designer. If you are looking to expand your business’ online presence, meet with Web Geeks to learn how our team of digital marketers can help your business grow!

Facebook or Google Ads – Which Should your Business use?

Facebook or Google Ads – Which Should your Business use?

Facebook or Google Ads – Which Should your Business use?

There are endless options to advertise a business online, with Facebook and Google Ads being the largest players. Many business owners and marketers alike wonder if their business should advertise on Facebook or Google; many also wonder if paying for ads are a good investment. Both allow you to target local audiences to achieve different marketing goals. Below is a quick overview of the advertising platforms, use cases and capabilities of each of them.

Advertising on Facebook and Instagram

Facebook advertising has a wide range of ad types and offerings. The simplest way to advertise on Facebook is to boost (or sponsor) posts that allow your organic posts to be seen by more people who do not follow your Page. Because Facebook also owns Instagram, these ads can be shown on that platform as well.

Facebook Ads Manager tool is very useful to reach local audiences with a robust amount of targeting options. When creating a campaign, Facebook allows you to optimize towards many marketing objectives under the pillars of Awareness, Consideration and Conversion with different ad options for each:

Awareness Ads

Awareness Ads allow you to optimize towards metrics of Brand Awareness and Reach (number of people who see your ad).

Consideration Ads

Consideration Ads allow you to run ads with objectives designed to drive users off Facebook to your website.

To drive engagement, you can:

  • Promote a Post to drive Engagement.
  • Promote the Page to gain more followers through Page Likes.
  • Promote an Event to get responses.

Consideration Ads also give you access to:

  • Video Views
  • Lead Generation (collecting emails or phone numbers for follow ups)
  • Messages (start conversations between users and the page through Facebook Messenger)

Conversion Ads

Conversion Ads allow advertisers to track the return on investment (ROI)of their ad by tracking online actions, catalog sales or even visits to a physical store!

Social Media Advertising Transparency

Targeting options on Facebook and Instagram

The targeting options on Facebook are very robust. You can target specific geographic areas, age groups and interest/ This allows you to be very efficient with your ad spending. This is great for an advertiser like a beauty salon that specializes in hair extensions, as they can avoid spending money showing their ads to men who would not pay for their service.

You can create Facebook ads using text, photo or video posts with the liberty to be as creative as your imagination, leaving a lot of freedom in what you can show to potential customers.

Advertising on Google

Advertising with Google is cost affective and scalable. Most ad formats are bought on a Cost-Per-Click (CPC) basis where advertisers only pay when they ad is clicked on (meaning you don’t pay if someone sees your ad but does not click). Google ads can be broken down into three categories: Search, Display and Remarketing. Here are the details of each:

Google Search Ads:

Search Ads are text ads that appear at the top of search engine result pages (SERPs). These ads are targeted by the keywords included in search terms and allow businesses to show their ads to people who are actively searching for their product or service. A search advertising campaign should target many keywords related to your product, service, brand and competitors, with different ad copy written relating to each search term.

Google Display Ads:

Display ads are visual banners that appear on websites (not in search) and are triggered by keywords on pages and other factors such as the users’ past searches, interests, location and demographics. These are great for building awareness of your brand ,as even if people do not click on the ad they subconsciously see your brand and will potentially remember it when the time comes that they need your product or service.

Remarketing Ads:

Remarketing ads are the ultimate way to nurture prospective customers. Once a customer has visited your site or landing page, display banner ads will follow the users around the internet to remind them of your brand over time. An ideal Google Ad campaign will include all three elements above and will work together to build awareness of your brand, drive leads from people searching for your service and remind them of your brand afterwards.

So which advertising platform should you choose – Facebook or Google?

Both! Facebook will build awareness of your brand while Google will allow you to target people searching for keywords similar to your brand. If your business is looking to start advertising online, Web Geeks can help by crafting a marketing strategy that will build awareness of your brand and drive conversions to meet your business goals! Schedule a meeting to discuss your business needs and how we can help you grow today!

Optimizing Your Website For Mobile Devices

Optimizing Your Website For Mobile Devices

Optimizing Your Website For Mobile Devices

The optimization of websites has been a trend that has dominated the conversation for most of the decade, and for good reason: smart devices have brought the Internet to everyone. Thus, nearly every living adult can be categorized as a potential customer, meaning you need to do whatever it takes to ensure everyone can use your website to its fullest potential. Regardless if visitors are browsing using a desktop, tablet, or their trusty smartphone, a solid web experience is crucial to convert those browsers into buyers.

But what do you need to know in order to ensure your website is welcoming on all devices? You don’t have to be a genius – and our Windsor digital marketing company can certainly optimize your website perfectly – but it’s important to understand why optimizing certain aspects of your site is so crucial to your success. Keep reading – we guarantee you will learn something.

Social Media Advertising Transparency

Mobile friendly or mobile first?

Which should you choose? If you want the least amount of work possible, a mobile friendly approach is your best bet. Taking your desktop-tailored website, optimizing it using mobile friendly rules simply shrinks your website down so it’s scaled to your mobile device and simple to navigate. Unfortunately, it has its drawbacks – primarily with text being too small for a lot of people to read. Moreover, you may find artifacts that are a pain to make go away (e.g. text that bleeds off the page, unaligned images, etc.). When the mobile friendly approach works well, it just works; when it doesn’t, it’s a hassle.

Alternatively, consider mobile first. It’s a safe option to take in 2018, as the number of users that use a mobile device to browse the Web in Canada was 22.8-million in 2016; it’s expected to be 28.6 by 2021. To give you some sense of an idea, the entire population of Canada in 2016 was 35-million. Even in 2016, only 12-million Canadians didn’t use a smartphone!  It’s safe to say that optimizing your website using the mobile first approach is not only a safe idea, it’s arguably the better one. Using a simple design and layout that can automatically scale depending on the device, it’s arguably the most flexible option you have. The beauty of the mobile first approach is that it just works – and looks damn fine no matter if you’re reading on a desktop or smartphone.  

Keep it simple

Gone are the days of loading your website with every Flash object you can get your 90’s hands on; on the Web, simplicity is king. Figure out exactly what needs to be viewed on the mobile version of your website and plan accordingly. Sure, that sped-up wedding cake video looks awesome on a desktop, but a simple picture of a cake can also suffice. Place an emphasis on keeping only relevant content that showcases exactly what your brand is all about while making it simple to navigate the site. Be aware: if your website is difficult to navigate on a mobile device, nobody is going to stick around. Ease-of-use is essential (more on that in a moment) and it goes hand-in-hand with keeping your mobile site simple.

Also keep your load times minimal

It doesn’t matter how beautiful and minimal your website looks – if it isn’t optimized appropriately, it’s all going to be for nothing. This includes ensuring that the load times on every page are quick and seamless (i.e. every page should load in less than three seconds – anything less and you risk losing potential customers). It avoids frustration on the customer’s end and it ensures your site’s ranking doesn’t get penalized by Google.

Load times not where you want them to be? Consider removing any unnecessary images, resizing images so they aren’t as fileheavy, remove unneeded elements (e.g. a blank text box you forgot to delete), and more. Keep it simple, keep it light.

Easy navigation

When tweaking the navigation of your site, always ask yourself the following: “Can my grandmother find everything?” If your answer isn’t met with a resounding yes, you need to fix your site’s navigation. Moreover, think about the goal of the site. While you want to make money, what are the steps that must be taken for that to happen? Does a potential customer need to call you first? If so, ensure that the call button is always one click away no matter where the visitor is on your site.

Want visitors to buy from you directly on your website? Ensure that not only can visitors easily search no matter where they are on the site, but also create easy-to-navigate categories and self-explanatory. If a visitor wants to buy a scarf, don’t hide the product deep in unisex, woven apparel: put it in the first place you would want to see it.

User testing

Before going live, ask a couple of people to navigate your mobile site to see if anything needs to be tweaked or fixed. Load times should be optimal, navigation should be a breeze, and knowing how to find something should take no longer than a second. A mobile optimized website is mandatory in 2018 – do your part to ensure your visitors have a worthwhile experience.

If your website is in need of a refresh to make it mobile friendly or you are looking to create a brand new mobile friendly website, schedule a meeting with Web Geeks and we can create a functional website that suits your business needs!