Category Archives: Marketing Methods

How we spread (online) magic + 7 bonus tips

Another wonderful edition of the Brand Magic Summit by Mind Initiatives is behind us!

The Brand Magic Summit, in 25 words, is a big annual brand event, that gathers some of the sharpest international minds in the branding world and brings them all under one roof, in Mauritius!

Quantum_How_To_Spread

This year, we were honoured to work on the online marketing of the summit for the third consecutive year. We learnt and improved from the years before, so here is how we spread the magic, the 2017 version.

Search for some winning marketing tips within the article.

Bringing excellent international speakers year by year. 2017 panel.

Bringing excellent international speakers year by year. 2017 panel. Photo credit: logos publicity

Website Re-launch

As all marketing mediums should drive traffic to the website, we were much depended on its re-launching. That happened around mid March, so we went straight into pumping the messages across several digital channels: Google search, display, display remarketing, Facebook, LinkedIn… (And Twitter, but in another way so wait for it and read on!).

Google

Search: Similarly to last year, we ran with a search campaign that was targeting search phrases such as “marketing summit” or “branding conference mauritius”. We also created some new ad groups for searches that include the keyword 2017 and of course, any search related to the “brand magic summit”. The intention of the users while searching these is a marketing opportunity one shouldn’t miss.

Tip #1: Add a remarketing search campaign to your AdWords account. It reduces the cost + nothing like showing how strong you are on Google to past visitors.

Display: this year we planned it so that the display campaign was booming close to the summit, but not too close, as there’s a registration deadline dictated by the HRDC. At the peak of the campaign it reached nearly 143,000 impressions in one day.

The peak of the display campaign

The peak of the display campaign

Tip #2: check placements performance on your display campaigns, you might want to prevent your ads from appearing on mobile apps.

Display Remarketing: if you’re a regular reader of this blog, you already know by now what a firm believers we are in remarketing. So this year we were able to add a remarketing display campaign, dedicated to those who visited the website. Unfortunately, a technical issue caused it to not reach its full potential, but the audience we did accumulate was retargeted and well aware of the summit 🙂

Tip #3: Google’s remarketing tag can save information up to 540 days so If you’re launching a website, even if you’re not planning to create Google campaigns soon, implement your pixel and start accumulating information about your website’s visitors in your Google AdWords account.

Facebook

The first actions on the Brand Magic Summit’s page were refreshing the overall look: profile photo, cover photo, descriptions and others. We also removed the word “Mauritius” from the page’s name and user name as it reached a strong positioning. We launched the activity with one small teaser (as time was pressing) that appeared in the print as well.

The teaser ad on Facebook. Same artwork was published in print. Artwork credit: FCB Cread

The teaser ad on Facebook. Same artwork was published in print. Artwork credit: FCB Cread

The main messaging on the page was as every year, the opportunity the summit opens up for branding, marketing, advertising and business people to meet international speakers in Mauritius. We used the speakers’ YouTube videos to promote this messaging even stronger.

On the day of the summit, we went live during the morning and for exclusive first interviews with the speakers. This year, we had more time to prepare and therefore we set up our tripod in a quite room where we could broadcast better videos. We also broadcasted the big announcement of the top brands and shared with the world the top Mauritian brand awards live!

“Mauritius is the hope for humanity” – one of the live videos we conducted during the day. 

Tip #4: if you want to promote live videos while they’re broadcasting, schedule in advance a sponsored campaign that will send to your page to watch the live video.

“Page Likes” Campaign – if you are a regular reader of this blog (#2), you know how much, to say the least, we’re not encouraging to put a budget (given it’s limited), on a “like” campaign. Exceptionally, we did run this type of campaign and the main reason was the live videos. We wanted to reach as many people as possible with our live videos during the summit itself and as followers get a notification about these, it’s effective to have large database of followers. 

Big followers database increases the buzz around live video.  

Tip #5: when creating a Like campaign (and any other…), try to run A/B test to see what brings better results. For example, you’d be surprised how small change to an images or text can generate far better results.

LinkedIn

As LinkedIn is a professional oriented network, a “company page” for an event is less relevant. We promoted the Brand Magic Summit on Mind Initiatives’ LinkedIn’s company page.

LinkedIn’s sponsored campaigns are relatively limited so all of our campaigns were running in a specific type of objective (unlike Facebook where we ran several types of campaigns, each aiming to achieve specific objective).

LinkedIn's professional targeting possibilities are excellent because of the amount of information users provide about their professional background

LinkedIn’s professional targeting possibilities are excellent because of all the information users provide about their professional background

The communication was coherent with Facebook and the main advantage in LinkedIn is the information the users provide about their professional background and as a result, better work/studies related targeting for marketers. In the case of the Brand Magic Summit, we targeted mainly according to seniority and job industry. 

Tip #6: LinkedIn’s default CPC is much higher than other platforms, try different bids and follow the results.

Twitter

Oh Twitter, Twitter… our cautious-love relationship continues.

We mentioned before that it seems like Twitter is not catching up on the competition with other social networks in terms of user growth and revenue. Although there aren’t simply enough users on Twitter in Mauritius in general and in the sectors we’re looking into in particular, there is a big user database worldwide. So that’s what we were aiming for the years before as well as this year, therefore the use in Twitter was almost solely during the day itself.

Linzi Boyd, one of the super stars speakers encouraged the audience to engage on Twitter (note the "Keep Your Phones Turned On")

Linzi Boyd, one of the super stars speakers encouraged the audience to engage on Twitter (note the “Keep Your Phones Turned On!!!”) Photo credit: logos publicity

This year, we had by far the most engaging experience so far. Much of the credit goes to the speakers. Not only we had the hounour of hosting Twitter’s jAPAC director of brand strategy, the two times Emmy award winner, Steven Kalifowitz but also all other speakers were highly engaging during the summit and encouraged the audience to do so as well.

Steven Kalifowitz of Twitter and Quantum's Chen Hindi, head of digital

Steven Kalifowitz of Twitter and Quantum’s Chen Hindi, head of digital Photo credit: logos publicity

We couldn’t ignore the peak in engagement so we tweeted and re-tweeted more during the day and reached nearly 300 tweets this year, double than last year and 2015.

Tip #7: If you’re going to use/want to test a platform for your business you’re not usually engaging with, try it yourself. Do some trial postings and engage with others to understand the platform better.

Quantum's team at the Brand Magic Summit. Note the live screen showing the tweet live feed Photo credit: logos publicity

Quantum’s team at the Brand Magic Summit. Note the live feed of the Twitter account
Photo credit: logos publicity

Until next time

If you ask us to summarize this entire experience on a professional level, we’ll say we had a lot of fun, as usual and learnt more, as usual. As for the results – we don’t think we’re objective to testify so we’ll just say that we hope to write a similar article in 2018 🙂

Have any questions about the marketing of the summit? Please don’t hesitate to leave them in the comments below and we’ll reply right back!

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The One Marketing Method That Exploded Lately (and you completely ignored)

January last year, we published an article with recommendations for your 2015 marketing plan. The first recommendation was video marketing.

Since then it became a necessity rather than just a recommendation to include video in your marketing plan.

The One Marketing Method That Exploded Lately (and you completely ignored) (2)

Few online video facts:

  • There are rising platforms that are dedicated entirely to video: Snapchat, social network where images and videos “disappear” after 24 hours (or less) and has 100 million daily users, Vine, a 6 seconds videos social network with 1 billion loops of video daily, Periscope and Meerkat (live video streaming apps) which became very popular in the last 1-2 years and Vimeo, the first video sharing platform to support HD which currently has 715 million monthly views and 25 million monthly members.

*The way Facebook is counting a view is as from 3 seconds (vs. 30 seconds on YouTube). Combining it with the fact that videos play automatically (unless you change your profile personal settings), it raises the question whether it’s a valuable view or not.

The war over video (Facebook vs. YouTube vs. Others)

YouTube is without a doubt the number one platform for video sharing today. It’s actually considered to be the second biggest search engine in the world and there’s no question about the quality of the hundreds of millions of watch hours daily over its platform.

But Facebook wants some of this staggering market share. And when Facebook wants something, well… it acts to get it.

Whether you noticed it or not, when you post a video from YouTube on your Facebook timeline, the photo that comes along with it, magically decreases to a small one, whereas if you post a video directly on Facebook, it will show a much bigger photo preview.

This is how it looks like on Facebook's feed when sharing a YouTube link...

This is how it looks like on Facebook’s feed when sharing a YouTube link…

And this is how it looks like when it's a native Facebook video. Bigger and more user friendly.

And this is how it looks like when it’s a native Facebook video. The photo is bigger and more attractive.

Needless to say that a bigger photo drives more attention on the feed and as a result, more engagement.

Facebook is also encouraging page owners to publish videos on their page by giving videos more exposure. Compared to videos posted from YouTube, native Facebook videos get 3 times more exposure.

And page owners listen.

Since early 2015, Facebook’s videos supply (mainly by pages but also by private profiles) and demand (of the 1.65 billion monthly active users) increased dramatically.

It is said that Facebook is working on a branded morning show that you will soon see on your feed.

And we haven’t even mentioned the fact that just a few days ago, the biggest market place in the world, Amazon, launched “Amazon Video Direct“, a video platform that will directly compete with YouTube.

It’s hard to predict how this war is going to evolve, and we’re sure YouTube is not going to give up so easily, but we can also imagine that there are many sleepless brainstorming nights in YouTube’s offices.

Live Video

So the idea of apps like the ones mentioned above is sharing where you are, what you do and who you’re with, in live video streaming.

YouTube opened its live streaming option at the end of 2013.

It was only natural that Facebook will join in. As we published lately, Facebook not only opened the live video option for everyone but also is now showing to each Facebook user (yes, including yourself) all the live public videos streaming now around the world.

Screen Shot 2016-05-13 at 10.00.01 PM

You can view all public live video currently broadcasting around the world

You can view all public live videos (the blue dots on the map) currently broadcasting around the world

The live video on popular platforms has huge implications. BuzzFeed broadcasted a live video last month (of covering a watermelon with rubbers to see at what point it explodes) that at its peak reached 807,000 viewers. It now has more than 10.5 million views. Don’t be surprised if soon enough you will be watching “Facebook TV”.

And if the video alarm hasn’t turned on yet in your head – MTV’s video music awards last September was viewed live by 12 million people on Snapchat, vs. 9.8 million on TV.

BuzzFeed’s live watermelon video last month

VR, AR, 360° videos and interactive videos 

We recently reviewed Virtual Reality and Augmented Reality as technologies that are changing the way we communicate. VR and AR are both sorts of video technologies and it’s already a given fact that we see many of these videos around in different forms (as ads, educational guides, “just for fun” and more). The fact that the tech giants are expanding in these fields also gives us a clearer view of the future.

Another form of video that started appearing constantly in our feeds is 360°. It’s a form of video where you experience the entire environment of where the video was taken and you can literally move in this environment (up, down, sides…).

To create this kind of video, you need a proper camera, and from there, beautiful things are created. Here are some examples (move your mobile or your mouse cursor to see the view from all angles. Yes, it works, and WOW, it’s beautiful!):

Interactive videos are one of the coolest forms of videos that exist today. Last year we wrote about Honda’s “The Other Side” campaign. The idea is that you can control the way the video evolves (and ends). It is one of the most unique user experiences you can give to your audience. Visit Interlude‘s, a popular platform to build interactive videos, ads page and see how you can control what Revlon’s model is wearing and in which mood she is, play with Gas, oil and music with Shell’s ad, and so much more. You can thank us later 🙂

3 recommendations for creating up-to-date engaging online videos

Users attention span decreases with the years, and from where we are now (8.25 seconds), less than a goldfish’s attention span (9 seconds), we’re not sure where we can go further (down). Take this into account when you create a video.

  • Short videos. If possible to create videos of less than a minute, do so. If not, two minutes should be your top border.
  • Subtitles. Add subtitles to your video. When users experience videos on feeds, these videos are mute. Therefore, subtitles will help getting their attention and understanding.
  • Start attractive. Make your video’s first 10 seconds count. That’s more or less the time frame you have to get users’ attention. If you nailed it, they will continue watching. Otherwise, they will simply move on to the next best thing.

The last word
To complete the picture, video is considered to be content marketing (which we at Quantum believe in a lot, as it focuses on giving value to your clients) and as such, improves tremendously your rankings in search engines.

One of the biggest setbacks for businesses to create videos has always been the high costs. Few things have changed since then and today not only the costs are significantly lower, but also due to the power of video (as described above), marketers report it gives them the best ROI.

We recommend to any business owner/marketer to pay attention to what works and video, without a single doubt, falls under this category.

Want to share your opinion about video marketing?

Please do so in the comments below or simply drop us a line!

 

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Brand Magic Summit 2016 – Online Marketing Behind the Scenes

Less than two months ago we started a magical journey that has come to end just a week ago. It’s the second year Quantum partners to a very special event, the Brand Magic Summit. This summit is unique for so many reasons – the speakers are top world class in the field of branding, the team of Mind Initiatives, organisers of the summit, are real magicians and the whole ambience around it is super fun and super professional at the same time.

Literally magicians :) Ravin Lama, MD of Mind Initiatives, on stage with a magic trick Photo credit: Focus Digital Photography

Literally magicians 🙂 Ravin Lama, MD of Mind Initiatives, on stage with a magic trick Photo credit: Focus Digital Photography

We wanted to share with you the behind-the-scenes of Quantum’s online marketing for the summit due to two main reasons – one, because many people ask us about it and second, because it’s an interesting case study on how (in this time frame) to bring an event of that size and level to life, online . Another interesting angle is how to manage the online aspects during the event, i.e. “live”.

So what is it that we did there?

Before the summit

Search campaign: Google – we’ve written here several times on why Google is important for (almost) any business. And we walk our talk. For the summit, we’ve created a Search campaign that triggered ads of any related search phrase, like “business summit”, “advertising event”, “marketing convention 2016” as well as variations of the name “Brand Magic Summit”. 

Any search phrase related to the summit and its subject triggered our ads

Any search phrase related to the summit’s name itself triggered the ads as well

Display campaign: Google – the display campaign helped us to increase awareness about the summit. Users saw the summit’s banners on websites associated with interests of business and communication. So while they were browsing, they “ran into” the summit’s ads. One more thing was an A/B test we ran on two types of designs we received. In a day or two it was clear which design was performing better and we changed the settings of the campaign accordingly.

Social Media: Facebook – Facebook was actually the first media platform the summit has ever appeared (including offline media platforms). Last year, in an even shorter time window, with no website, artworks and any publication, we created the page, engaging content for it and sponsored campaigns to kick off. The rest followed later.

This year, with the website up and running, broad traditional advertising campaigns and big media coverage, the main goal of the Facebook page was to drive potential participants to the website (and subscribe, eventually), inform of special group discounts, other special announcements (the Brand Book, the Top 10 Mauritian Brands), give acknowledgment to all sponsors and partners and in general, to create a buzz in relevant audiences around it.

Screen Shot 2016-04-14 at 3.36.37 PM

The main goal of the Facebook page was to drive potential participants to the website

Screen Shot 2016-04-14 at 5.34.51 PM

The day of the summit or how did one post created immediate 10,000 engagements?

On the day of the summit, the main goal was to find the right balance between offline and online without interrupting the actual summit.

On Facebook, we uploaded live updates, however the strategy with Facebook was not to “live blog” as we did exactly that on Twitter (will be discussed further). The goal was to use Facebook’s features to increase engagement “on the spot”. Below are two examples.

One of these features was LIVE VIDEO. We went live 7 times on the day of the summit – on the first live video we showed the crowd during the morning of the summit, the next videos were live interviews with the speakers right after they finished their talk and finally, we broadcasted live the Top 10 Brands Awards ceremony.

Live interviews with the speakers, after they finished their talk

AAA_3726 Live video Carla

Interview with the speakers, version of “the other side” Photo credit: Focus Digital Photography

An anecdote from behind the scenes was that we knew about live video on Facebook much before but the issue was that this option opened gradually (like all new features on Facebook) and at that point, didn’t open on our pages. We started a correspondence with Facebook’s team asking to open it and it was only the night before the summit that Live video was opened for everyone on Facebook. The result was that Quantum was the first one to ever broadcast live on Facebook in Mauritius via the Brand Magic Summit’s page.

The first ever live Facebook video in Mauritius

The first ever live Facebook video in Mauritius

Another thing we did was to upload the “Red Carpet” photo album with nearly 150 photos of participants taken in the morning of the summit. We asked Mr. Ravin Lama, the Managing Director of Mind Initiatives (Organisers of the summit) to announce on stage that the Red Carpet photo album was uploaded and asked the participants to tag themselves. This one post of photo album created more than 10,000 immediate engagements as you can see in the screen shot below:

Screen Shot 2016-04-14 at 5.51.38 PM

And on the Twitter side of things… let’s start with an honest fact: Twitter is not the most popular social network in Mauritius. However, the whole point of being social is to adapt quickly and as Twitter is the perfect platform to live “broadcast”, we decided to live tweet the summit.

Why is it the perfect platform you ask?

Twitter’s limitation in this case is its biggest advantage – the limited 140 characters tweets are the easiest and fastest way to send accurate messages.

We tweeted nearly 150 times on the day of the summit and that enabled anyone that is not participating in the summit to feel a part of it (and to be sorry they’re not there 🙂 ).

You can actually now, view the feed (even if you don’t have a Twitter account) on the summit’s Twitter account.

Engagments with the summit's Twitter account

Engagments with the summit’s Twitter account

Summary

We’ve said it before, and here it is again – in a noisy world like today’s world, quantity can’t replace quality.

In this case: be relevant, create engagement and adapt quickly.

Although there were other things we wanted to include in the marketing plan (like more video, video, video!) we think we managed to accomplish these three objectives for the Brand Magic Summit 2016 and we can’t wait to see how the online world will look like in next year’s edition.

before

Just before the summit started… Photo credit: Focus Digital Photography

During the summit...

During the summit… Photo credit: Focus Digital Photography

And after! At the cocktail with Anand Tilak from Facebook inc.

And after! At the cocktail with Anand Tilak from Facebook inc.

Have any question about the online marketing we did for the summit? Don’t hesitate to contact us!

Oh and by the way – we recommend you do not miss the Brand Magic Summit 2017. We’ll be there and so should you 🙂

 

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Remarketing – The Genie in the Bottle

One of the most effective marketing methods today and in the foreseeable future is remarketing. If you’re not using it yet, we’re sure you’ll get to it by the end of this article (8 minutes read). 

What is remarketing?

Simply put, remarketing is showing an ad to people who already visited your website or app.

You might run into remarketing in its formal name, “behavioral retargeting”, “behavioral remarketing” and also simply “retargeting”.

(It’s claimed that “remarketing” was a term invented by Google and refers to Google remarketing only whereas others claim that the difference between retargeting and remarketing is in the method, cookie/pixel vs. direct mail. In any case, the most common term today is remarketing and people use both remarketing and retargeting to describe same) 

Here’s an ad created on Facebook by Quantum, for the Brand Magic Summit:

Screen Shot 2016-03-26 at 10.47.18 AM

When clicking on the arrow as seen above and choosing “Why am I seeing this?”, here’s what you see:

Screen Shot 2016-03-26 at 10.46.57 AM

As you can see in the marked above, this is an ad that is showed to a remarketing audience.

Why is remarketing good for your business?

It might sound like an obvious thing to you, but let us say this again – you can show ads to people who visited your website or a specific page/s on it. If that doesn’t blow your mind yet, let’s take it “offline”.

Imagine a world where for each person entered your showroom and asked questions about what you’re selling you could give a fluorescent yellow bracelet with a tracking system.

That means that wherever these potential clients are, at anytime, in their favourite places, whether they’re with friends or not, your sales reps could find them and present them your brand and its products again.

Imagine that instead of sending your flyers to every household in Mauritius, you could send your flyer to these exact people that were in your showroom only.

So instead of printing 500,000 copies of the flyer, which will be given to many people that are not even your potential clients, you’ll print 20,000 flyers, and 100% of them will reach potential clients that already visited your premises and showed interest in your product/service.

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“Offline”, it’s impossible to know who among the crowd visited your premises

Depositphotos_96187202_m-2015

Online, remarketing allows you to advertise to the people who visited your website/app only

We have your attention?

Great, that’s not all.

Remarketing doesn’t only mean a precise targeting. It also means:

  • Better conversion rates. A client that visited your website, has interest in your product/service (same as a client that visited your showroom). As you know, majority of clients don’t buy the first time, but if they’ll keep seeing your brand comes up, you’ll create brand awareness. That will lead to more trust. At some point they’ll also click your ad again and reach a familiar place, your website. They will then feel much more comfortable to contact you or purchase your goods.
  • Lower cost. Remarketing saves you dollar ads due to lower cost per impression (CPM) and cost per click (CPC). In almost any ads platform online today, CPM/CPC are determined by quality parameters – CTR (click through rate), engagement, conversion. When you advertise to remarketing audiences/lists, your quality parameters are better than if this audience was unfamiliar with your product/service. The fact that your quality parameters improve, impacts directly on your CPM/CPC and by that, makes your dollar spent more valuable.
  • Improved ROI. The combination of the two above results in better return on investment. If you generate more traffic for less money and this traffic converts faster, it necessarily means you have a higher ROI.
Conversion funnel

The Conversion funnel. Remarketing increases conversion rates, decrease costs and improves ROI.

Recommended ways to use remarketing:

The most basic use of the method is to remarket to people who visited your website. That definitely works, but there are more ways you can enjoy the full potential of remarketing:

Remarketing to audiences that arrived on a conversion* page:

  • Contact us page: people arrived to this page but didn’t contact you, it’s an excellent opportunity to create an ad that drives them into leaving their details – “Wanted to talk to us? It takes three seconds to leave your details and we revert back in the speed of light!”
  • Download/Signup page: Similarly, create an ad that encourages users to download your app or signup to your service. “You’re almost there! It’s free and it takes 2 minutes only! Sign up today, no credit card needed!”. You can add an incentive to this audience: “You’re almost there! If you signup by the end of the month you get 10 extra free trial days!”

*Worth mentioning that in many platforms there’s a dedicated pixel for conversion, the “conversion pixel”.

Remarketing for e-commerce websites:

This is where remarketing gets really interesting. The possibilities of remarketing for e-commerce websites are pretty much astonishing. Here are some examples:

  • Users that viewed specific categories of products
  • Users that viewed specific products – you’re probably wondering how to keep track when you have hundreds or thousands of products as well as users. Say hi to dynamic remarketing 🙂 With dynamic remarketing you can show an ad to users with the exact products they viewed. It actually means that each user will see a different ad according to what he/she was interested in!
How remarketing works (screen shot from Google's "Use remarketing to reach past website visitors and app users" guide)

How remarketing works (screen shot from Google’s “Use remarketing to reach past website visitors and app users” guide)

Here’s what happened after we went on Booking.com and searched for a hotel in Vienna (unfortunately, not because we’re going there but for the use of this article 🙂 ):

And then this:

And this…

And then…

In this screenshot – we saw the ads in another language (Hebrew, according to the website it appeared on)

Well, you get the picture. The ads we saw by Booking.com appeared on many websites we were browsing and according to the specific search we performed on Booking.com’s website. We saw the ads in different days and even different languages.

  • Cart-related actions:
  1. Abandoned cart: one of the biggest issues e-commerce websites are facing is abandoned carts. Creative personalized ads for users that abandon your cart will bring them back to your website.
  2. Purchase: users that purchased from a specific category and you’d like to encourage them to purchase more products from the same category.
  3. Purchase: users that viewed a specific category but didn’t purchase from it (but did purchase other items).

How to start remarketing?  

It’s actually very simple! Here are the 3 steps:

First step:

On your website/app, on one page or more, place the pixel (which is a few lines of code) given to you by the publisher (the website you’d like to advertise through).

(You can also use one of the remarketing platforms that will do the work for you. If you have your own network of websites you can obviously remarket within your network).

Second step:

Create lists or audiences that are associated with your pixel.

Third step:

Create campaigns and ads to your remarketing audiences!

See here a step-by-step guide on how to create your Facebook pixel

Screen Shot 2016-03-26 at 4.22.27 PM

Create audiences of people who visited your website and create personalized campaigns/ads for them! (Screen shot from Facebook’s ad platform)

Stop wasting budgets, start remarketing

Whether your business is small or big, you have tiny or huge budgets, remarketing is one of the most cost effective ways today to build/strengthen brand awareness, reach potential clients, convert them into paying clients and make them returning clients!

Don’t waste anymore time and money, start remarketing today.

Contact us for more useful tips about remarketing!

 

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6 Questions You Should Ask About Your Business’s Online Presence

Look around you.

How many people are holding their phones now? How many people are on their laptops/computers? How many people are online right now?

Wherever you are – at work, on the street, shopping, at the cinema, at airports and even on airplanes, most people around you are connected.

If you own a business, whether it is that your clients are people in Mauritius or abroad, your business needs to appear where these people are, which is… online.

Everyone. Everywhere. At all times. Connected.

Everyone. Everywhere. At all times. Connected.

Ask yourself the following questions to be sure your online presence is at its full potential.

  1. If clients search my business on search engines (Google, Yahoo, Bing), do they find it easily?

The fact that we’re living in a world where all the information is few clicks away changed our habits greatly. In a way, it made us, the users, “lazy”, or if you’d like, “time optimizers”. That means, that when we search for something, we expect to find it immediately, and that is also true in regards of your business. If your business’s name is “Quantum Media Mauritius”, and someone is searching for it to get your phone number, or just to check your website as they’re potential clients, they expect it to come up at the top of their search results. If your business doesn’t, they will get annoyed and either continue searching until they find it or will move on to the next thing (or competitor).

"Quantum Media Mauritius" Search results on Google, Yahoo, Bing

“Quantum Media Mauritius” Search results on Google, Yahoo, Bing

  1. If potential clients search the services I offer does my business come up?

Searching online for services/products has long become users’ habit. Whether it is a lawyer, specific clothing brand, flowers and food delivery, or activities for tourists in their destination – users search for it online.

If your business offers boat trips in Mauritius, will your business come up in the South African tourist’s search results for his search “sea activities Mauritius”? And if not, don’t you think it’s a good opportunity (gone wasted) for your business to grow?

Search Results for "Online Marketing" in Google Mauritius, Quantum comes up at the top

Search Results for “Online Marketing” in Google Mauritius, Quantum comes up at the top

  1. Do clients and potential clients “run into” my ads online?

You’ve probably noticed that when you’re reading an article on a website, you see ads (usually in banner forms, but in other forms as well). These ads are divided to two main categories: one, relevant to the content you’re currently reading on the website and second, general ads. If it’s the first case, think how affective this kind of ad can be. A user is reading a recommendations article about cameras and your business, camera shop in Mauritius, appears just next to it. If it’s the second case, let’s assume that you’ve just launched your camera shop and you want people to know about it. Through display advertising you can reach the biggest websites in the countries you operate. In Mauritius that would be websites like lexpress.mu, orange.mu and many more. Either way, these ads leverage the visibility of businesses and increase brand awareness.

  1. Does my audience see my business’s updates on social media?

Facebook has nearly 1.5 billion active users which makes it the largest community in the world. Fact is, that users spend many hours of their time on Social Media. Whether it is Facebook, Instagram (owned by Facebook), Twitter, Linkedin or others, your targeted audience is there. Further more, 2 million advertisers, businesses like yours are there, and the blunt truth – your competitors are already there. Social media has become the most direct way of communicating with your audience. If you’ll go back in your mind few years back, the “past you” would pay a fortune to get such a direct access to your audience. Your “present you”, if haven’t started yet, should start today 🙂

Direct communication with your audience

Direct communication with your audience

  1. Are my online appearances consistent?

Let’s go back to the camera the user was searching for earlier. As it is a big expense, this user wants to wait a bit.

The user “Liked” your camera shop’s Facebook page but as it one of the most dynamic websites in the world, your business is the last thing on his mind. And yet, If he’ll see an interesting article on his feed from your page, he will click on it. If a beautiful photo taken with one of your cameras shows up, he’ll like it. Maybe share it with his friends. He will start follow your shop week after week and get engaged with your updates. You’re creating trust with a client that hasn’t even bought from you yet, which only means that by the time he’ll get to your shop, he’ll be ready as possible to purchase. Your online presence should be consistent and reliable. If you have a Facebook page, but the last update on it was 3 months ago, you better deactivate it. If you have a website which looks like it was done in the 90s, maybe you should consider revamping it.

  1. What are my business’s online assets and how am I maintaining them?

Does your business have a website? Blog? A Facebook page, Linkedin page, Twitter account? Google+ profile?

It sounds funny but this is an important question you should know the answer to. If you have a neglected back office in your elegant showroom, nobody will know about it unless you take them there. On the other hand, “Online” belongs to everyone with an Internet connection, so a very inactive Facebook page can be found by anyone. It’s important you’ll have full control on your online assets – get rid of the ones you don’t use, nourish and invest in the ones that are active and valuable for your business. Remind yourself that you’ve created these online assets to boost your business up and not the other way around.

Do you need assistance with your online presence? Don’t hesitate to contact us today!

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11 Don’ts on your Business’s Facebook Fan Page

Ok. You know. You need to put your business on Facebook. Because it’s big, because it keeps growing, because everyone (including your clients) is there.

But what happens after you create your page? Well, having a page, like we’ve mentioned before, is simply not enough. We see many businesses (even large scale ones), make big mistakes in the way they run their Facebook page and we thought of sharing some DON’TS with you, to avoid these mistakes:

  1. DON’T VIOLATE FACEBOOK RULES. People have the tendency to forget that Facebook is, before everything it is, a BUSINESS. That means that when you walk into their premises, you are under their rules, regulations, terms and conditions. Take competitions for example. Did you know you’re not allowed to encourage users to post something on their wall? Only on YOUR wall? Another example is posts selling. If you have a busy strong Facebook page and you think of “under cover” advertisement, meaning selling posts on your page to an external entity, you should think again. The only way you can advertise involving media buying and selling on Facebook is through Facebook’s billing platform. Any violation can result in immediate removal of your Facebook page, in some cases for eternity, no matter how big and great your page is. Take the time to read Facebook’s rules (here’s a link) to avoid these kinds of situations. In any case, if you made a mistake innocently and you want to appeal, you can always talk to Facebook’s support in this link.
image

Not allowed to promote competition on users page. Screen shot taken from FB’s page guidelines

  1. DON’T IGNORE FACEBOOK’S INSIGHTS TOOL. The beautiful thing about online advertising is that EVERYTHING is measurable. Look at your insights regularly – check what was working well and understand why, check what didn’t work well and understand why. Learn and improve from one post/competition/any activity to another.
  1. DON’T SELL, SELL, SELL. It’s true that you’re there for the business side of things, but being too explicit about it won’t generate good results for you. Facebook is about sharing information, it’s about fun, it’s about communicating directly with your clients. It’s not a selling point. If you’ll treat it as such, you’ll lose your fans’ attention very fast and will be less exposed by Facebook.
Don't focus on the sell, tell the story. Taken from FB's tips for businesses.

Don’t focus on the sell, tell the story. Taken from FB’s tips for businesses.

  1. DON’T JUST POST STUFF, create a marketing content plan! Whereas, as a PERSONAL user you’d upload many posts randomly (a photo from your breakfast, selfie with a friend you’ve just met on the street, your child eating chocolate, etc.), as a business page, you don’t “have this luxury”. You must plan the messages, mainly the marketing messages, you want to include in your posts. Don’t forget, Facebook is a SOCIAL network, people are coming there for FUN. Your time window in their feed is very limited, use it wisely.
  1. DON’T FOCUS ON QUANTITY, FOCUS ON QUALITY – write it on your wall (physical wall in your office) – A LOT OF LIKES IS N-O-T A TARGET. Yes, you need likes on your pages, because you need fans. But what would you prefer, 10 irrelevant likes that will never buy your product or 1 like that is very much likely to buy your product? Here’s an example – if you’re selling kids clothing in Mauritius, what will 10 likes from China and 15 likes from 16 years old will generate for you? Wouldn’t you prefer, instead of these 25 likes, 10 likes from Mauritian young parents living in your shop’s area?
It's not only about the quality, it's mainly about the quantity!

It’s not only about the quantity, it’s mainly about the quality!

  1. DON’T BUY LIKES. Following the previous point exactly. There’s no point of buying likes. Even if your page has just opened, there are other ways to get new likes – advertise to your friends, run a small campaign on Facebook, advertise your Facebook page on your website, add a Facebook icon on your marketing emails, etc..
  1. DON’T CREATE MULTIPLE FACEBOOK PAGES. You don’t need a group, a fan page, an entity and another fan page. Create one place for people to go to. If you have more than one, you’ll have hard time to manage it (unless you have unlimited resources). On top of that, your clients will get very confused. Don’t be scattered. Focus in one place.
  1. DON’T ARGUE WITH USERS ON YOUR PAGE. You’re not a politician and you’re not in the debate team. You’re on a social platform and as such the interactions should be simple. Even if there’s a user trying to “pick up a fight”, politely end the conversation, in a positive way. Be smart, not right. Many of your fans will look at this conversation and your reply. This will affect the way they see you. Reply with what you want THEM to hear and according to the impression you want to leave on THEM, not on the fighter.
    1. DON’T IGNORE/DELETE NEGATIVE COMMENTS. Following the previous point, people are following you and expect you to “give service”, for better and for worse. The person complaining needs to get a moderate reply trying to solve his/her problem. The best way to do it is to reply in a comment and if it doesn’t stop there, gently take it to a private message.
  1. DON’T SPAM/DON’T POST CHAIN STATUS UPDATES/DON’T RE-POST PAST POSTS/DON’T UPLOAD TOO MANY POSTS A DAY/WEEK. There’s a lot of information running on Facebook, spamming will result in less exposure from Facebook’s side and lack of interest from your fans side. You might think fans don’t remember what you post but they do. Don’t duplicate content, it will get your fans uninterested in the good case and to unlike/hide your activity in the bad case.
Don't be a spammer. Don't make your users unlike you.

Don’t be a spammer. Don’t make your users unlike you.

    1. DON’T UPLOAD A PHOTO/VIDEO WITHOUT SAYING SOMETHING ABOUT IT. Users expect to read why you uploaded it and/or what you have to say about it.

Facebook is big, and it’s only going to get bigger. If used wisely, it’s a great platform to generate revenues for your business. Knowing and acting on the legal and “behavioural” codes is a MUST stop on the way.

Do you want to share with us more “don’ts”? Please do so in the comments section below and in any case, feel free to contact us!

Did you know that?

More than 70% of Facebook users “unliked” a brand due to high frequency of posting

 

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4 Tips for a 2015 Winning Marketing Plan

Before you begin planning your marketing budget for 2015, you might want to know what to put emphasis on this year.

The Internet is changing fast and so is the way users consume content. Your publishers change their rules accordingly. You should adjust your marketing plan properly.

Here are the most increasing trends you should take into consideration when building your yearly marketing plan:

1. Video Marketing

Can you try and guess how many websites are online now, as you read this question?

Take a guess. Think about it again.

And now the answer…

More than 1,167,100,000 websites.

By the time you will finish reading this post, there will be few hundreds more, maybe thousands (it depends how fast you read…).

With this amount of websites, you can just take another guess of how much information is going through the web every second.

And in this mass data going through the web, through users’ screens, each business is trying to get their attention and the faster, the better.

Think about yourself for a second, you search for “how to…”. In your search results you will find – an article, a blog post, photos, a slide show and a video, which one will you click?

We assume you will be clicking the video search result. Well, you’re not alone.

Users “digest” information faster, better and easier through videos.

The majority of them will also remember better a video ad rather than any other ad they saw online (banner ad, text ad, etc.).

They will spend more time in your website if you will include videos, they are more likely to come back to your website and of course, they are more likely to SHARE your videos.

Including a video in your blog post, in your newsletter, in your website, will dramatically increase the CTR stats and will result eventually in more driven to sales users.

For 2015, don’t even think twice – allocate a budget for video marketing. It simply works.

Bill Gates taking the Ice bucket challenge, a video challenge which went insanely viral and managed to raise donations of more than 100 Million Dollars to the ALS association (compared to 2.8 million dollars the same period year before).

2. Content Marketing & SEO

The world where only money could buy you a marketing space online is pretty much over. Take for example Facebook’s announcement in November 2014 about their update to the news feed – Facebook will decrease space of promotional ads starting January 2015, unless their algorithms show that specific users care/are interested in a specific page (and that will happen only if a page provides high quality relevant content).

We put content marketing and SEO under the same title although they are usually separate marketing channels because of the bottom line. The bottom line is that relevant content is extremely important for your business’s online marketing. If you want to generate sales/money/ROI, you must provide good content in your marketing channels.

Our recommendation for 2015?

Write a blog (companies that write blogs are expected to receive 67% more leads than the ones that don’t), create segmentation in your database and send relevant content to each segment by email marketing, invest in QUALITY, not quantity.

3. Mobile Marketing

The growth of mobile Internet users in the past year has been so big, that in some of the countries in the world, Internet mobile users exceeded desktop Internet users.

This means only one clear thing – plan your marketing materials to be adjusted to mobile. Not only that it’s obvious your website needs to be responsive but also your newsletters and even the content itself – shorter texts are better for mobile marketing and on the other hand, longer videos are good for mobile marketing (recommended time for video is usually 1-2 minutes whereas mobile users will watch 3-5 minutes).

Cisco Forecasts of Mobile Data Traffic by 2018

Cisco Forecasts of Mobile Data Traffic by 2018

4. Humanization of brands

Social networks are a huge success because of one main simple reason – people come there to interact with OTHER people.

If you want more interaction with PEOPLE online for your business , think how to “humanize” your brand in 2015.

Talk to your clients through the human glasses – humour, laughter, photos, videos, everything that makes us human.

Here’s Quantum Media Mauritius’s Happy New Year video as sent to clients:

We take our job VERY seriously. Ourselves, on the other hand, not that much 🙂

Happy New productive, successful and fulfilling year 2015!

Did you know that…?

EVERY 60 SECONDS, 100 hours of video are uploaded to YouTube!

 

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Email Marketing

You probably don’t need an explanation to what is marketing emails, we assume you receive a few like these to your email every day.

In case you want to be on the safe side – email marketing is the general term for the promotional emails sent by companies/businesses/organizations. Their content informs the recipient with news, updates, special events, special promotions and other up to date information.

You might associate email marketing with junk emails, and in a many cases you’d be right but the truth is that email marketing is known to be one of the most effective marketing methods. And if this doesn’t convince you, think about it from a practical point of view – many companies still send marketing emails on a daily/weekly basis, many of them are not “rich” or big, if they do it, it means it’s working.

In order to start email marketing campaigns you need to have a database. The best option is to have a database containing YOUR clients’ information. People that you know for fact that bought with you or were interested in your product. You can collect your clients’ information by:

  1. Offline – “on spot”, when buying your product or visiting your location.
  2. Online:
    1. Dedicated online campaigns (Search, Social, Display) with a strong call to action encouraging users to leave their details.
    2. PR article/blog encouraging traffic to your “contact us” landing page.
  3. Collaboration – gather with another company that already has a database and recommends your product.

Once you have a good amount of clients’ emails you can start email marketing campaigns. You can’t send marketing emails from your email address since email providers do not allow sending one email to a big amount of recipients (Gmail for example limits it to 99 Recipients). You will need to use ESP (email service provider), mass email services, which will send your emails. Working with ESPs will also allow you to analyse your email marketing campaign fully, showing all campaign’s parameters – penetration rate (how many emails got to the users’ inbox), opening rate (how many users opened the email), click rate (how many clicks you received on your email’s content), invalid emails you have on your list and more.

Why email-marketing campaigns are important?

Marketing emails are personal and being viewed “one to one” as apposed to social networks and display advertising. 95% of internet users use emails, which means that out of 1,000 of your clients 950 have email and out of them 864 users (91%) open their email at least once a day. Marketing emails also “stay” in your users inbox unlike “feeds” that are being updated every second, changing content constantly.

Marketing emails are maintaining a consistent connection with your clients, increase brand awareness, build trust and of course, increase sales.

It’s very important to create segmentations in your database, in order to communicate differently with “types” of clients (a regular client, a potential client, a premium client, etc.).

Your email database is one of your business’s most valuable assets, keep growing it, maintain it and improve it.

Most importantly, use it!

Contact us today for more information!

Did you know that…?

The highest click to open rate emails are the ones with the word “sale” in their subject line. 2nd highest click to open rate are the emails with the word “breaking” in their subject line.

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Online Media Buying

Online media buying is the general term for the purchase of media “real estate”. When buying online media, price and position are main factors.

Looking into the “offline” world, where the media buying started, we see that advertising on newspapers and magazines, billboards, TV commercials, radio commercials, these are all media buying real estates.

The main difference is that offline media sellers can only estimate advertising spaces’ impact but they can’t measure results.

Magazines can tell you how many copies they print, sell and distribute but they definitely CANNOT tell you how many people ACTUALLY SAW your ad, how many people READ it and how many performed a sales related action (phoned your shop, came to your restaurant, searched for you online for more details, etc.).

When creating a TV commercial – you can get estimation of how many people are watching a certain TV show but you can’t know how many people stayed for commercials, how many people watched and listened to it and how many were convinced to check out your service.

This doesn’t mean that advertising in magazines, TV and radio don’t work, it simply means that you need to define your campaign’s needs and then examine what suits you better (offline/online/both offline+online).

Know-it-All Online Media Parameters 

Across the Internet, every single parameter can be measured in every channel.

With Google analytics on your website, you get the FULL analysis of visitors in your website – their actions, behaviour, age, gender, which device they used, which country they come from, how long they spend on your website, and much more data which can be helpful for your understanding of your clients.

If you are running an online campaign, you can know at all times how many people saw your ad, how many clicked it and whether they perform a sales related action.

The fact that statistics are available at all times and cross channels allows you to “price” each sales parameter. 

ROI or How to make 45,000 MUR from a simple campaign 

Let’s take an example. You are running Google AdWords campaign for your spa in Mauritius for the past 30 days. Your daily budget is 1,000 MUR.

On your website you are advertising a new treatment package and there’s a strong call to action encouraging the users to leave their phone numbers and names for more details.

In the past 30 days your ad appeared 715,000 times and you got 2,000 clicks in your campaign.

You also know that 140 users left their phone numbers and names.

The conversion rates in your campaign are:

  1. CTR (click through rate) – 0.279%.
  2. Click to lead conversation rate – 7%.

The campaign’s cost parameters are:

  1. CPM (Cost per Mile, 1,000 impressions) – 42 MUR.
  2. CPC (Cost per click) – 15 MUR.
  3. CPL (Cost per lead) – 215 MUR.

Let’s suppose that you have a good sales team, but not an amazing one. At first round of phone calls/meetings they managed to get only 25 people out of the 140 to buy the package. If each package costs 3,000 MUR, your income from the campaign is 75,000 MUR (twice what you invested) and your ROI is 45,000. Your CPA (cost per acquisition) is 1,200 MUR. 

And then some…

We presented you only the statistical parameters of your 1 month campaign. Think about all the added value you got and will get –

  1. You added 140 people that are interested in your product to your database.
  2. 115 people didn’t buy first round but you can be sure that out of them, some will become your paying clients in the future. Your ROI will increase even more.
  3. Your ad appeared 715,000 times – that means a LOT of people saw you. You increased your brand’s awareness.
  4. Due to cookies and browser history, expect more leads from this campaign to arrive even after your 30 days campaign.
  5. You learned more about your clients and their behaviour online, it would assist you in improving for the future in general and for the next campaign in particular.

Conversion Rates vs. Cost Parameters

Above we separated between conversation rates and cost parameters. Pay attention to conversion rates since these are parameters that DO NOT depend on the money you spend. It depends on your campaign’s optimisation. Good, hands-on optimisation can increase your ROI significantly.

And what about your business’s ROI?

Contact us today for any question!

Did you know that…?

Companies that write blogs 15 times a month get 5 times more traffic than companies that don’t

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Facebook Advertising

Before we tell you a bit about advertising on Facebook, we would like you to take a few seconds to answer yourself 5 questions:

  1. Do you have a Facebook profile account?
  2. How many times do you use it daily/weekly?
  3. How many hours do you spend daily/weekly on Facebook?
  4. Do you share interesting links you see and “like” posts you support?
  5. In how many devices do you use Facebook? (laptop, table computer, tablet, mobile…)

We are pretty sure we can “guess” your answers to these questions in a very high level of accuracy.

While writing this blog post, China is still the most populous country in the world with a population of over 1.367 billion. Not for long. Facebook currently have 1.31 billion active users monthly, 864 million of these users, meaning 64%, are active DAILY. By next year, Facebook is expected to be the most populous country in the world, making it more powerful, stronger and influential than ever. (Update November 2017: Facebook has nearly 2.1 billion MAUs, 66% of them are active daily)

Facebook's monthly active users per year quarter since Q2'12

Facebook’s monthly active users per year quarter since Q2’12 (origin: FB’s quarterly earnings slides Q2 2014)

In Mauritius only, there are nearly 400,000 Facebook user profiles, and this number is growing every day. (Update October 2017: There are more than 700,000 users in Mauritius on Facebook)

If you own a business entity or you have a purpose you want to promote, you should ask yourself how can you use this powerful platform to boost it up.

In case you are not in the loop, Facebook launched Facebook for Business also known as Facebook Fan Pages in 2007. Facebook Fan Page is available to any business/organisation/cause, and it’s Free.

Creating a Facebook page for your business is very simple and easy. All you have to do is provide some basic details about your business, upload some photos, agree to Facebook’s terms of use and you can go ahead and start running your page.

You can establish Facebook Fan page for any purpose

You can establish Facebook Fan page for any purpose

It's very easy to create a Facebook Fan Page

It’s very easy to create a Facebook Fan Page

A Facebook fan page gives you the opportunity to interact with your clients and potential clients (in Mauritius or world wide) directly. It also enables a huge opportunity to be visible online, to bring traffic to your website, to improve your positions on Google and to strengthen your brand.

Having said that, two advices that you might not hear from others :

  1. You MUST maintain your page, make it active – upload interesting content, interact with your clients, ask them what they think, reply to posts on your page, create cool competitions, sponsor posts to increase visibility… and if to say it very clear – IT’S NOT ENOUGH JUST TO HAVE A FACEBOOK PAGE! The competition on users’ attention is huge and tough. You need to build a strong community around your page – people that love your product/service and use it. If your page won’t have interesting content, creative posts, backed up with out of the box thinking, it will die hard and it will die fast.
  1. It’s true that Facebook is the 2nd most popular website in the world (After Google) but don’t forget – Facebook is a social network, it is not for every business/organisation exist out there. Facebook users like and engage with “fun” subjects such as music, cars, food, clothing, tourism, news. They won’t get too excited by their plumber, accountant or electrical engineer on their Facebook news feed page. Think if your organisation suits the platform and if you can generate real value for your organisation from Facebook. If not, don’t waste your time and efforts, there are plenty other ways to advertise online.

Facebook enables you to expand your reach via sponsored campaigns. You can run sponsored campaigns for your website, for your Fan page (increasing likes), for a specific event (for example, sales week), for a specific post (for example, a new product) and other advanced options like increase conversions on your website objective.

Facebook’s targeting options can be very specific – you can target your audience by location, demographics (age, gender, etc.), interests, connections and far more advanced audiences such as people who visited your website and others.

The payment to Facebook Inc. is being done through Facebook’s platform and you will need a valid credit card to start a sponsored campaign.

30% increase in sales and 3.3 times return on Ad Spend - HotelNow (origin: FB's success stories)

30% increase in sales and 3.3 times return on Ad Spend – HotelNow (origin: FB’s success stories)

Let’s go back to where we started, our 5 quick questions – you probably have a Facebook account, log into it at least once a day and spend at least few hours a week on it. You probably also like and share interesting content, and you do it mainly from your mobile, but probably from other devices too. You’re not only a business owner, you are also a potential client. Think about how many times Facebook content caught your attention and how interesting content got you occupied reading about (or watching or listening) a product, a public figure, an organisation.

Don’t you want the same for your business with YOUR business’s audience?

Don’t hesitate to contact us for any query you might have!

 

Did you know that…?

2,000,000,000 (2 billion) messages are sent between people and businesses each month! 

 

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