What social media platforms should I use?

Posted on Leave a commentPosted in How Tos, Social Media, Top Tips

We all go through it, we all sit there and think to ourselves What social media platforms should I use – ah man I should be on THAT platform, or I read/listened to that guy who said THAT platform is blowing up right now – all true and their not wrong, however, as my spirit animal Ron Swanson would say: “never half ass two things, whole ass one thing!” – So wise Ron.

What social media platforms should I use? - Ron Swanson Never Half-Ass GIF

So, what does that mean for you and me? It means that with the multitude of choices and decisions that we must go through every day, don’t make over stretching on social media one of them. Take a systematic, logical approach to your social media marketing.

First steps in choosing what social media platforms should I use

All or One, One or All? I do believe in the school of thought that says you should be on EVERY social media platform, but I also feel like you don’t have to be active on those platforms, rather use some as signposts to where you want your users/customers to take action. For example, the HeyBurt Facebook page- not a social platform that I use to generate business, brand reach or one that I am interested in putting in the required effort to grow. I used a Pinned post (and some questionable comedy) to direct people to where they can effectively connect and contact me.

What social media platforms should I use? - HeyBurt Facebook Pinned Post

This means I have a presence on the platform, I am searchable and findable through Facebook Pages, a massive thing, but I don’t have to spend my time focusing in on that platform.

Which Platform is best for me to use?

That is a very individual and specific question and not one that can be answered as easily as – USE FACEBOOK. Each platform has its own idiosyncrasies, it’s own pros and cons, what are your overall marketing goals and most importantly – there might be specific platforms where your customers are hanging out!

How can I work out which platform my customers are on?

Ages of people on Social media:

When we are looking at a question as broad as; what social media platforms should I use, one of the first things we should be asking is; what are the main age ranges that use the channels that we are likely to use. Age is usually one of the main differentiators in our customers (behind maybe gender). Here’s a breakdown of the most popular channels;

Facebook: 20-29 is the most popular age of people on this giant of a social media platform.

Instagram: 63% of all users are under the age of 30, which is a massive statistic.

Twitter and Pinterest both come in with the main age range being 18-29.

Which platform(s) should I be on?

I guess it’s that time isn’t it. When we say “What social media platforms should I use”

Here are some of the pros and cons of some of the major platforms – to help you decide.

What social media platforms should I use? - Facebook Logo

Facebook:

Often referred to as the ‘Yellow Pages’ of the internet. ESPECIALLY if you are bricks and mortar business (you have a location, like a shop). Facebook is an absolute NO BRAINER as a platform to HAVE A PRESENCE. As I mentioned you don’t necessarily NEED to post all the time on this platform, but you should have up to date information about the business, including your address details and how to contact the business.

In addition to this there are currently over 2 billion user’s worldwide and probably in the region of 32 million Facebook users in the UK, which is a stat that realistically, you can’t ignore.

FB is also, probably, the best and most cost-effective way to advertise online. The demographic (who and where) and psychographic (what they like) data that you can get from the audience insight tool is second to none. In addition, you have the ability to create a Pixel, for free, which is an insanely useful tool – find out Why Facebook Pixels are Important to your business, How to create a Facebook Pixel and How to Install a Facebook Pixel.

What social media platforms should I use? - Instagram Logo

Instagram:

Probably one of the fastest growing networks out there. The real, photo orientated nature of the platform has captured the imagination of a brand new set of power users! With words like Insta-Famous becoming part of the vernacular, an acquisition from Facebook (meaning that you can utilise adverts inside of Instagram) and the introduction of Stories, Instagram has gone from strength to strength.

As of September 2017, worldwide, Instagram has approximately 800 million users, double the users it had in 2014. It is fast becoming the network of choice.

The main power of Instagram are Hashtags (#). These are your searches, it gives people the chance to find your content through searching the Hashtags. You want to make sure you are following a good Hashtag strategy if you intend on building an audience here (Post coming soon, make sure you

What social media platforms should I use? - LinkedIn Logo

LinkedIn:

With the recent acquisition of LinkedIn by Microsoft and after the dust has settled on the end is nigh (because Microsoft brought LinkedIn) the truth is that Microsoft’s new inclusions to the platform and the things in the pipeline are incredibly exciting for users. Including the fact that LinkedIn secretly crept up to 500 million users! Not a small number of users!

Built around B2B engagement, LinkedIn is a great way to increase your professional network. If you’re looking to reach a mass audience, then it’s probably not for you, but if you’re looking to connect with other business owners, specialists or build your own professional brand. It is definitely worth checking out. Visit: https://www.linkedin.com/in/angusgrady/ and find out how to maximise your LinkedIn.

What social media platforms should I use? - Twitter Logo

Twitter:

Get’s a bad wrap, especially in recent years, however Twitter is a fast, vibrant community. Agreed it’s uses for mass market are limited, however it is an incredible tool for building your brand and connecting to local people and businesses.

The main power of Twitter (one mans opinion) are Hashtag (#) hours. These frenetic, fast paced hours are a collection of Tweets all into a central source (the #Hour) which is monitored by individual(s) or businesses. For example: #HCWedHour (Wedding based vendors Q&A with different aspects of the Wedding Industry on a Tuesday 8-9) or #SuccessHour (business Q&A featuring experts on a Tuesday 9-10) – a concentrated group of people, all similarly orientated, mostly in a similar stage of business as you and a perfect way to connect, communicate and collaborate!

Pros and Cons:

What social media platforms should I use - Pros and Cons

Facebook:

Pros:

  • Everyone is there
  • It is a yellow pages, so you should have SOME presence
  • Advertising platform is second to none
  • Familiar feel, upskilling can be easier than on other platforms such as Twitter

Cons:

  • Organic growth is hard to attain
  • Requires a long-term strategy

Instagram:

Pros:

  • Image-driven
  • Can tell a real story of the business
  • Utilisation of Hashtags means you can reach an audience anywhere, based on their needs
  • Stories means you can appeal to multiple audience types
  • Engaging and fun to use platform
  • Can be used in a much more informal way to other platforms

Cons:

  • Can be time consuming
  • Initial training is usually a fairly large step, however once learnt it is usually one of more the ‘fully adopted platforms’

LinikedIn:

Pros:

  • Professional
  • Helps to build ‘Brand You’
  • It can support your business goals by building the professional/trustworthy source of information that is you/your business.
  • Can connect you to other professionals
  • Incredibly useful to connect pre/post seminar or event.

Cons:

  • Professional – can sometimes feel like content can’t be creative (it can)
  • Mainly used for B2B and not mass market

Twitter:

Pros:

  • Quick, fun and easy to connect to people
  • Hashtag Hours can connect you with tons of similarly minded people/business
  • Great for quick customer service and connecting with customers

Cons:

  • ‘Diminishing’ Platform
  • Tough to initially work out

So in conclusion – what social media platforms should I use?

Well, as with all things, it’s down to you, your business and your customers – however, if you stick to one of the four mentioned (Facebook, Instagram, Twitter and LinkedIn) you’re likely to reach your intended customers, you’ll be visible and you’ll be able to build your brand identity with a measure of ease. Remember that mastering one platform and THEN moving onto the next one is a great way to remain successful with your social media. Spreading yourself too thin (over lots of platforms) you may find that you do not do enough on each to really grow and succeed!

As always, if you want more information, a chat or anything else please feel free to message me on Facebook and we can continue the chat – barring that please feel free to come find me on:

How to use Google Analytics

Posted on 1 CommentPosted in Analytics, How Tos

So you have a website and you know, just KNOW that people are coming to your site – you’re convinced in fact. Unless you know how to use Google Analytics you’re going to find it tough to PROVE that. It is the main difference between just a website and a website that is helping your marketing and ultimately your sales efforts!

So… what’s the secret of How to Use Google Analytics?

Here are the basic things you need to know about Google Analytics to get SOMETHING from it:

  • Audience Overview
  • Acquisition Overview
  • Behaviour Flow

These three areas are literally the key to unlocking the secrets of your website without having to have learned brain surgery! Now let’s take a look at what each of these areas do!

Audience Overview

So the first step on our journey to understand How to use Google Analytics we start with Audience Overview. This gives you a snapshot glance at your users and what they are doing. So let us navigate to AUDIENCE –> Overview from the menu on the left;

Now you’ll see this fancy looking screen:

Let’s take a look at each of these metrics:

  • Sessions: A grouping of things that a user does on site (so you could have 1 user (me) who goes to 4 pages, two now and two tomorrow = 2 sessions)
  • Users: How many people came to your site (within the specified date range)
  • Page Views: How many pages they viewed
  • Pages/Session: How many pages viewed per session (pages views/sessions)
  • Avg. Session Duration: How long they looked at each page (Hours:Minutes:Seconds)
  • Bounce Rate: How many people come, visit a single page then leave – the higher the % the more people ‘bounce’
  • % New Sessions: The percentage (estimated) of NEW sessions vs returning ones

That’s going to give you a great understanding of how your website is doing in general. We know how many people are coming to our site, how many pages they are looking at, how many are new, maybe our marketing is working, but there is no way to know for sure. OR is there.

Acquisition Overview:

Step 2 in How to use Google Analytics – we move into Acquisition or HOW did they get here! Navigate to Acquisition –> Overview from the menu on the left.

You’ll then see this awesome looking screen (I’ve broken this into two sections). Section one is an overview of the data in section two.

Section two;

So what you’ll see here are 5 channels (I have six because I added my own…more on that later). The 5 default channels are:

  • Organic Search: Searches on the internet for your brand/product/service
  • Direct: Direct clicks on the site: typing the full address of the site, clicking on a bookmark
  • Referral: Traffic from other sources (like an affiliate website)
  • Social: People who come from your social media channels
  • Other: *sigh* this can be other paid sources, such as Facebook, in fact in the above example all 90 were from paid social media campaigns that I had made a mistake on when creating the UTM codes (silly Chris)

You’ll notice a 6th channel there: Paid Social – this is one I have created so I can Find Out How to Track your Paid Adverts in Google Analytics – which is a great read (in my opinion).

Behaviour Flow:

This area is absolutely fantastic for learning about what is and isn’t working on your website and is our last step in working out How to use Google Analytics. Navigate to Behaviour –> Behaviour Flow.

You’ll see this lovely screen (which looks ore confusing than it is).

The simplest way to gather data from this screen is to look at the;

  • Starting Pages: This is where people CAME TO your site so / is the home page (the one below is Application Form) – this is also where you’ll be able to see where people come to your LANDING PAGES (Want to know Why Landing Pages are Important <- Click there).
  • The Red Bits at the end: These bits are ‘Drop Offs’ and tell you how many people simply stopped looking at your site and went elsewhere.
  • 1st Interaction: Where users went from Start to the next page
  • 2nd Interaction: Where users go from the 1st interaction

The important thing here is to identify;

  • Places where people leave your site – this might indicate that there is something wrong with the page, from; too much text/not engaging content to the page might actually be broken
  • The user flow from page to page can show you the best route that users take and the pages they go to. This can now DIRECTLY inform your marketing.

From the above example I can see that the following four pages are the top visited pages:

  1. Application Form
  2. Global Recruitment
  3. Qualifications
  4. Interview Dates

Now on the surface, great, however, the Global Recruitment page is a conduit page (it has links to other pages). NOW I know even more I know that people are going to this page and then going onto the other pages: Applications, Qualifications and Interview Dates – I should answer these questions in my marketing AND I should make this ‘journey’ as easy as possible (to get information about those three things).

How to use Google Analytics – Conclusion

Go to your Audience Overview and check how the growth of the site is coming along (visitors, sessions etc). Check your Acquisition Overview to see which channels are bringing in the most users and check your Behaviour Flow to see what those users are looking at (or if you are losing those users)

Missed How do I Create a Google Analytics Code? No Worries.

 

 

 

 

Missed How do I Install my Google Analytics? Not a problem.

 

 

 

 

 

 

How do I Install my Google Analytics

Posted on 1 CommentPosted in Analytics, How Tos

So you’ve created your Google Analytics code now you’re asking: How do I Install my Google Analytics!

How do I Install my Google Analytics – WordPress

If you have a WordPress site, then you’re in for a treat as installing your Google Analytics is actually quite easy. Go to Plugins -> Add New and search for Headers and Footers by WPBeginner – or Download it via WordPress.org – which is what I have been using for ages and works fine!

 

Once installed go to settings -> Header and Footer

How do I Install my Google Analytics - WordPress Menu

Now go get your code (that you saved before) and insert it into the </Head> section of the plugin.

How do I Install my Google Analytics - WordPress Code Injection

If you want to check that the code is working then head back over to https://analytics.google.com click Admin -> Tracking Info -> Tracking Code and you should see a ‘real-time’ confirmation:

How do I Install my Google Analytics - Actual Google Analytics Code

That is all you need to know on How do I Install my Google Analytics for a WordPress site. Now all you need to know is: How to use Google Analytics – Lucky that I’ve done a post on that as well! 😉

 

 

 

 

Missed How do I create my Google Analytics Code? Not a problem

 

 

 

 

 

How do I Create a Google Analytics Code

Posted on Leave a commentPosted in Analytics, How Tos

So you’re ready to start tracking your website data and you thought: How do I Create a Google Analytics Code? Great let’s started;

What you’ll need before we start:

A Google account – that’s it.

Now head to: https://analytics.google.com/ and log in. You’ll need to answer some questions for T&C related stuff. Once you’ve done that add the URL of your site (www.heyburt.co.uk for me).

For your account name enter whatever you want the website to be called and finally select your timezone.

Some more agreeing to be done – then you’ll be able to see the code – Copy and paste this into a word document.

So How do I Create a Google Analytics Code – it’s as easy as that! Now you have your code you’ll need to know How do I Install a Google Analytics Code…which is handy.

How do I Create a Google Analytics Code if I already have an Account?

If you already have a Google account go to https://analytics.google.com/ and login. Click the Admin button, select the account you want use:

Now click the Property dropdown and select New Property

The next screen you get to choose some specifics:

  • Website Name: The name of your website (pretty simple)
  • Websute URL: The address of the website in the style of www.websitename.com or websitename.com (depending how you set it up)
  • Category: Select from the dropdown
  • Reporting Time Zone: Select the time zone you’re in :).

So How do I Create a Google Analytics Code – It’s pretty simple really isn’t it.

Now you’ve done that you’re going to need to know How do I Install my Google Analytics – Handy! 😉

How do I Install my Google Analytics - Link to other blog post and resource

 

 

 

 

Already created AND installed your GA code, but now you want to find out How to Use Google Analytics, great!

How to Use Google Analytics - Link to Other Blog Post and Resource

 

 

 

 

 

Why Facebook Pixels are Important to your business

Posted on Leave a commentPosted in Social Media, Top Tips, Video

Why Facebook Pixels are Important to your business

Facebook pixels are one of the few things that I insist on you having (alongside Google Analytics). Even if you don’t use them for a while, it is best to get them in place sooner rather than later. So…Why Facebook Pixels are Important…We’ll go over a few of those reasons now.

It gives you the ability to re-market to your customers

Ever wonder how they do it? How does Charles Tyrwhitt get that advert to appear on Facebook, how did they know I was looking for a new shirt? Put simply they used a pixel, hence Why Facebook Pixels are important to your business! It gives you the ability to find all the people who came to your site but didn’t do one of your key functions from your funnel;

  • Buy your product or service
  • Add there details to the lead capture form

Or even find the people who were almost there; someone who clicked the join now button, but didn’t complete the action.

Why is that important? Well, we want to be able to reach these people and ask them why? Why didn’t you sign up, what put you off or even – Is there something else we can do to make you Know Like and Trust us more and get you to buy!

Don’t believe me – watch this video below it’s 100% real.

You can create Look-A-Like Audiences

What’s one of those? Imagine I came to your site and I purchased your item/service or completed your lead generation form. You might like to find other people who are like me right? Well that is what a look-a-like audience is. Facebook will find all the people who land on your thank you page and create a new list based on their profile!

You can track specific events and sales

Facebook pixels come with 9 standard event additions to their code:

  • View Content – Track KEY page views, so this might be a specific page that means the customer is interested in your (Service A) or (Product B)
  • Search  – Track searches on your website.
  • Add to cart – Track when items are added to a shopping cart
  • Add to wishlist –  Track when items are added to a wishlist
  • Initiate Checkout – Track when people enter the checkout flow
  • Add Payment information – Track when payment information is added in the checkout flow
  • Make purchase  Track purchases or checkout flow completions –
  • Lead – Track when someone expresses interest in your offering
  • Complete Registration – Track when a registration form is completed

In conclusion

Hopefully, we’ve given you some reasons why Facebook Pixels are important. The next step is to find out How to create your Facebook Pixel

How to create a Facebook Pixel

 

 

 

 

Already created your pixel? Find out How to install your Facebook pixel

How to Install a Facebook Pixel