Category: Marketing

Murmur Sweeps SEMRush Awards with Most Agency Wins

Murmur is the agency that took home the most awards at the SEMRush AU Search Awards, winning 3 categories including:

  • Best Advertising Campaign,
  • Best B2C Campaign, and
  • Best Use of Data in a Campaign

Usually an extravagant ceremony at the Opera House, this year, as has been the case with most of 2020, was held virtually as marketers and agency across the nations tuned in from laptops and virtual workspaces.

The SEMrush AU Search Awards celebrates the success of online marketing professionals in the Australian market.

Top marketing campaigns and best marketing teams that bring exceptional growth and revenues to companies can enter and get the well-deserved recognition for their outstanding performance.

The wins recognised Murmur’s work on these campaigns, which you can read more about here:

This recent win caps off an amazing few weeks, where Murmur has won numerous awards including the Australian Marketing Institute, and the globally recognised W3 Awards.

Murmur’s Founder and Managing Director, Dave Levett said “It’s incredibly humbling for our agency, to not only be shortlisted for so many amazing categories, but to win the most awards of any agency.  I would personally like to acknowledge my amazing staff who continue to strive for excellence, and our fantastic clients who make not only the campaigns and work environment so enjoyable, but give us the opportunity to do what we love.”

Review the full list of Winners here.

Murmur Only Australian Agency to Win at W3 Awards Taking 4 x Gold, 2 x Silver Awards.

Murmur is the only Australian agency to win a series of Gold Marketing Awards at the 2020 W3 Awards, picking up 4 x Gold, and 2 x Silver Awards.  

Receiving over 3,000 entries from across the globe, the W3 Awards were announced by the Academy of Interactive and Visual Arts on Friday. 

The w3 Awards honours outstanding Websites, Marketing, Video, Mobile, Social, and Podcasts created by some of the best digital agencies across the industry.

Murmur won 4 x Gold Marketing Awards including:

  • Social Campaign – feat. O Cosmedics
  • Fashion & Beauty Campaign – feat. O Cosmedics
  • Sports Marketing – feat. Western Sydney Wanderers
  • B2C – feat. Western Sydney Wanderers

In addition to the 4 x Gold Awards, Murmur also picked up 2 x Silver Awards for ‘Marketing Effectiveness’ for their work with both O Cosmedics and Western Sydney Wanderers.

To review Murmur’s work on these campaigns, you can read more here:

Murmur’s Founder and Managing Director, said “It’s unbelievable for our agency – and particularly our staff – to receive the recognition for the hard work that they’ve put in over the past year, and I’m incredibly proud to be the only Australian agency to feature in the ceremony, and win a number of Gold and Silver awards.”

Review the full list of Winners here.

About the W3 Awards

The w3 Awards illuminates creative excellence and recognises the creative and marketing professionals behind award winning Websites, Video, Marketing, Mobile, Social and Podcasts. 

Simply put, the w3 is the leading digital competition that recognises the biggest agencies, the smallest firms, and everyone in between. 

The w3 Awards is sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of top-tier professionals from a “Who’s Who” of acclaimed media, advertising, and marketing firms.

TikTok Starter Pack

Back in February 2020, there were 1.6 million Australians using TikTok.

Since then, global download figures for the app have skyrocketed with downloads of 115.2 million for the month of March 2020 alone. 

For most brands, TikTok has probably been pushed across their desk two or three times by now and was likely met with opposition due to the young and highly female demographic present on the platform. However, now might be the time to revisit the conversation around TikTok’s place in your media mix.

The thing that makes this wave of growth so significant for brands is that new users are not the same as their early adopter counterparts.

  • There were 3x the number of new users aged 18+ signing up in April 2020 versus 2019
  • 17% of users are people in their 40’s who have been signed up by their children
  • Between January and April 2020, the portion of users 25-34 grew by 5% and 35-44 grew by 3.2%

In Australia right now, competition for advertisers on TikTok is low and there is a real opportunity for innovative brands to step out and make their mark on the TikTok community. However, between influencer activity, native video, brand takeovers (where up to 5 million daily impressions are guaranteed), and branded hashtags there is a lot to understand and choose between on the platform.

For more advice, guidance, and some detailed information on advertising formats and opportunities, give Murmur a call or drop us an email today!

To make the conversation around TikTok easier, Murmur has put together the 5 steps required for brands to make a start on TikTok. Click on the button below to access your guide. 

Click Here

Navigating a New Role During COVID-19

In a time where most of my colleagues were losing their job, I was fortunate enough to have accepted a position at Murmur Group.

A boutique agency in Sydney who despite the times have experienced rapid growth in their client roster. 

I had met Dave – the Managing Director, a few times during the interview process and the rest of the team once, though by the time I had started, Murmur was already two-weeks into a work from home rhythm.

Presenting a new challenge I never thought I’d face: navigating a new role in isolation. 

Starting a new role is challenging enough. From new personalities and client rosters to processes and systems, it’s daunting for anyone no matter what position you’re stepping into.

As I approach the six month mark of working with the Murmur team, I’ve compiled a list of challenges I faced as well as the solutions we developed to help navigate this new era of work. 

Challenge 1: Developing office relationships with new co-workers

I took for granted how being in an office with the same people, 5 days a week helps develop and grow relationships.

Without the opportunity to experience the little nuances of personality, the biggest challenge I found when I first started at Murmur was getting to know the people I was working with. 

Solution: Find new ways to communicate

I don’t mean the typical channels like Zoom and Slack that have boomed since we’ve all been working from home.

I mean find ways to draw out the personality of the people you’re working with. For example: Split the time in your morning call to discuss priorities for the day but then to channel your inner Tony Robbins to ask questions about personal goals, achievements or what the team is proud of.

Naturally these will draw out the little idiosyncrasies of your team’s personality. Thanks Dave! 

Challenge 2: Simulating an office environment at home 

I know I’m not the only person going through this particular challenge. I live with 4 other people, so finding space is hard at the best of times, finding a workspace when you’re all at home working is even harder.

It can be challenging to find a space that allows you to get in the zone to work which is why it’s important to prioritise the important elements that allow you to get your job done.  

This doesn’t apply if you’re lucky enough to have a dedicated room in your home that you can use as an office.

This is for the kitchen bench, dining table, couch, bed, patio furniture if it’s a nice day, workers.

We’re lucky the face of professionalism has changed and clients and bosses are (hopefully for you) becoming more lenient with roommates or kids walking behind you or the mid Zoom call mute to tell your housemates to keep it down or for you to find a more quiet location.  

Solution: Pick your office environment priorities 

You’re never going to be able to recreate your entire office vibe so choosing three key things to prioritise will allow you to free up brain power to keep focussing on work. I prioritised the following: 

  1. Simulating a typical work day routine. That means after our morning meeting and answering any urgent client emails I go for a walk to my local to grab a coffee (or I just go for a quick walk around the block when I try to test my caffeine limits). I do the same thing at 3:00pm.
  2. Setting dedicated start & end times. Granted this one has to have some leniency as we’re all working above and beyond. Although when the end of your work day is signaled by the closing of a laptop, setting boundaries is key to prevent overworking. Set reasonable working hours and avoid the computer on weekends. 
  3. Prioritise mindfulness or a form of self care. It’s a period of high stress, tensions are high among everyone so it’s important to take some time to disconnect. Whether that be with meditation or another kind of self care, find something that allows you to reconnect with something you love outside of work. 

Challenge 3: Confidence at work 

This wasn’t something I struggled with particularly before the COVID19 crisis.

I’m a big believer in asking for help or questioning ideas in the workplace in order to better improve.

However, since working in isolation plus the added environmental stress, my confidence in my ability did become somewhat shaky.

It’s natural to question yourself when you feel like you’re not performing to your best ability and self doubt can easily start to creep in. Am I communicating enough? Am I managing my team well enough? Am I servicing my clients to the standard I want to? 

Solution: Learn, Teach, Grow 

Remember, in times of stress, emotions are amplified and while you’re stressing your boss is probably thinking you’re doing great.

So when I find myself doubting my ability to perform I look at it as a learning opportunity and ask myself: What do I need to do in order to feel confident? 

A lot of the answers fit into one of three categories, Learn, Teach or Grow.

Learn: I use downtime to upskill in certain areas of the business. Media Strategy isn’t a strength of mine, so I found courses online to fill in the gaps on my knowledge. That allowed me to help service my clients, but also interact closer with the different teams within the agency. 

Teach: Being able to share my knowledge and experience with different members of my team, but also others within the agency has helped me feel more confident. The affirmation from sharing your skills goes a long way to boosting your confidence. 

Grow: I always try and adopt a growth mindset. Just because I don’t know something doesn’t mean I never will. So there’s always an opportunity rather than a set back to step out of my comfort zone and acknowledge the bravery to do so. 

Above all else though, being honest about how you’re feeling with your colleagues, friends or family and having a support network will go a long way to help you keep the self doubt at bay.

Murmur Sweeps Categories Taking Top Honours at NSW Business Chamber Awards

Murmur Sweeps Categories Taking Top Honours at NSW Business Chamber Awards

“Being recognised builds your credibility. It says you’re on the right track and doing exceptional work.”

Read More

3 Lessons We Learned at Xmas In July

Last week, I was humbled and honoured to be joined by a variety of clients, suppliers, partners, and close guests, at our annual Xmas in July event – where we featured 2 x industry heavyweights who gave us their 2 cents worth on the state of marketing for 2019.Read More

The Real Reason Instagram Removed Post-Likes

The greatest trick the devil ever pulled was convincing the world he didn’t exist.
Read More

Announcing January Content Strategy Workshops

JANUARY 16, 2018

Early Bird Sales

Available Now

Expire 11:59pm

December 24

Learn More

Workshop Overview

A content strategy is a vital cog in today’s social media and digitally driven marketing machine.

Attending this workshop shows you what a content strategy is – BUT – also gives you the practical tools, tips and tricks, for you to build one, and walk away with everything you need to start building out your social media channels.

At our interactive “Content Strategy on a Page” Masterclass, you’ll build, design and refine your strategy, and walk away with your very own Content Strategy on a Page :

  • Why a Content Strategy is now more important than ever
  • What every Content Strategy must include
  • Single & Group activities – so you aren’t doing all the thinking yourself
  • Networking opportunities
  • Complimentary Barista made Coffee & Tea
  • Complimentary Breakfast or Lunch (pending your workshop time)

Agenda

The workshop is designed to take you on a step-by-step journey through every step in developing a Content Strategy.

  • The Role of Social Media
  • Structuring Your Content Strategy
  • The 3 O’s – PLUS Why They’re Important
  • Audience & Personality
  • The 3 T’s – PLUS How To Use Them
Learn More

Who Is This For?

If you’re in Marketing or Social Media and need to build, deliver and execute a Content Strategy for 2019

What Will I Get?

By the end of our 2-hour workshop, you will walk away with an A3 ‘Content Strategy on a Page’ – designed and built bespoke for your business or brand

Where Is It?

The workshop will take place over a 2 hour period at Murmur, 223 Liverpool St, Sydney.

Every attendee has a choice of 2 x sessions to ensure that you can best find the time that suits you:

  • 8am – 10am
  • 11am – 1pm

How Much Is It?

Early Bird prices are available until December 24th, for $99 plus GST.

After December 24th, prices will increase to $129 plus GST.

Each ticket includes access to our 2-hour workshop, complimentary coffee plus breakfast or lunch (pending your session), and networking forum.

Learn More

Everclear Had It Right. Trying To Be Everything To Everyone Will See You Stumble & Fall.

“A choice to serve everyone, everywhere—or to simply serve all comers—is a losing choice.” – A. G. Lafley & Roger  L. Martin
 

1997 is arguably one the greatest years of Rock n Roll history.  Radiohead released OK Computer predicting a future techno-centric world we arguably now find ourselves in; while there were blindingly fantastic songs such as The Verve ’s ‘Bitter Sweet Symphony’, Foo Fighters ‘My Hero’, and Blur’s ‘Song 2’ amongst Aqua’s ‘Barbie Girl’.

Along with this alumni, Everclear released their hit single, ‘Everything to Everyone’ – which in 2018 and our era of Cambridge Analytica, and Micro or Mass Marketing, holds a pertinent message we can use for marketing, and in particular those brands that do as they sang – and ‘try to be everything to everyone’.

Last week I had a moment of serendipity.  After studying the theories and practices of audience segmentation, most notably around the schools of thought on ways to slice and dice markets, I met with the Chief Marketing Officer of a large sporting brand, and were chatting about their upcoming event.  There’s a lot of challenges that said brand faces in a crowded market, especially when Sydney-siders can be so fickle around sport, always jumping on bandwagons when they appear, and then just as quickly jumping off when things go sour.

With this in mind, I pressed the CMO on who their audience is, and what segments of the market they were looking to attract – to be met with ‘we’re targeting everyone’.

Now, brands clearly can’t target everyone – and brands don’t exist for everyone.  Unless of course you’re someone like Amazon – and even then an argument can be made against that notion.

There are 3 alarming issues for a brand that wants to ‘target everyone’ and doesn’t have a clear idea of market segmentation or who their target audience is.

1. Weak Messaging

If you’re trying to please everyone, you won’t have anything constructive, unique or relevant to convince people as to why your product or service is better than your competitors, and they should part with their hard earned cash for your product or service.

People are different.  We’re not the same, we have unique attitudes, behaviours and motivators.

If you aren’t talking to any of these particular characteristics or motivators, you’re going to find yourself down the list of people’s priorities when they think of your brand.

By trying to be everything to everyone, your message will end up being so weak and vanilla that customers at best won’t notice notice you, or at worst will seek out more specific and relevant brands for their needs.

2. Lack of Brand Promise & Strategy

Due to your messages being so vague and weak, your Brand Promise and ultimately the sense of your Brand itself is inevitably watered down in order to make it as appealing and broad as possible.

In turn, this affects what customers take away from your brand – which is confusion because you’re using fluffy terms, and buzz language that doesn’t meet an actual need that consumers have.

3. Wasted Budget

More often than not, as a business, you’re trying to maximise your profit, by ensuring that the cost it takes to acquire a customer, is less than the cost it takes to reach a customer. 

There is not a media channel in the world that will allow you to give a relevant message to a general audience.

You need to choose the right media, to get in front of the right person – at hopefully the right time.

Don’t waste your budget by going general – go specific, and look for the audiences that you can target with efficient media and use your budget efficiently.

The Solution

If you’re currently trying to target everyone, here’s 2 x things that you need to do immediately:

1. Audience Research

Get out there and understand your customers.  Whether you want to do focus groups, or online survey’s – the benefits of this are immeasurable and set you up for success.

I once had a client, who thought their existing customer didn’t purchase their clothing inventory more often was because their range wasn’t extensive enough.  After doing some research, we found out that the main reason they would purchase more often, was because they didn’t offer Free Shipping.

Turns out the client did offer Free Shipping, they just weren’t communicating it to their customers!

 2. Segment your Audience

Once you’ve done your research you can segment the market to find out which audiences are worth chasing. 

You’ll be in a position to understand the market as a whole, and it will be as if you’ve gained sight after being blind for your lifetime.

By trying to be everything to everyone, your brand and your marketing will be less for it.  Find your target markets, understand your segments, and you’ll avoid the spinning around, falling down, stumbling and falling that Everclear foreshadowed. 

BTW – Check out the class of ’97 – it’s a collection of the finest rock songs you’ll ever hear: https://www.spin.com/featured/best-alternative-rock-songs-1997

7½ Reasons You Should Bid On Your Brand Search Terms In PPC

One of the most common remarks we hear from clients is “I’m on the 1st page of Google – I don’t need to bid on my own brand.  Right?”  

Wrong.

I mean sure, you don’t have to – and from the outset it might seem to make logical sense.  People have searched for your Brand.  They’re going to click through.  

Why would you pay for a click when you have someone looking for you in the first place?  Some say it’s just a vanity metric, and has no impact on your results.

Google and Bing – only 2 of the highest placed purveyors on the subject – have previously weighed in on this matter in separate reports where they detail that:

  1. By bidding on your brand terms, you can increase your clicks by 89%, and;
  2. If you aren’t bidding on your brand terms, you could be losing up to 50% of your click yield.

There’s a few solid reasons as to why these stats matter, and why you should be bidding on your brand terms.  In fact – there’s 7 and a half.

1. Hit The Gas – Speed Up The Purchase

Target

So many options – catering to every need.

As we mentioned earlier, Google conducted a study on what would happen if your Branded Search Ads were paused – and they resoundingly found that “over 89% of the ads clicks are incremental, in the sense that the visits to the advertiser’s site would not have occurred without the [Brand] Ad Campaigns.

You can read all about it here.

Users that search for your brand, are low in your customer sales funnel.  

They’re already aware of your brand, they’re likely to be educated on it, and they are now either at consideration, or even better, at the action phase of their purchasing decision.

Make this decision easy for them.  

In fact, you can make this purchase cycle even faster by generating instant customers with a “Click to Call” phone extension.

2. Send Users To A Specific Landing Page

So now that you know that these prospects are low in the funnel, you can assume that they’re weighing your product or service up against your competitors.  

What’s going to tip them over the line?

How about advertising that Exclusive Offer or your seasonal promotion?

Again, it’s all about speeding up the purchase journey.

Send prospective customers straight to a specific Landing Page, it’s a great opportunity to highlight any offers you have.

Why don’t you take advantage of Foxtel’s “Special Online Offer”?

3. Control Your Messaging

In all likelihood, your SERP (Search Engine Results Page) results are the result of your Meta tagging and detail coded in the back end of your website.

This means that when someone searches for your Brand, Google is going to pull that data (which you’ve updated for SEO) and present that to them.

That’s good and well, but it may not be the right message you want to provide the market at that specific moment in time.

With Paid Ads, you control the messaging, and you can communicate exactly what you want to say, without it affecting your SEO.

There’s also that added benefit that – in the rather unfortunate case of that bad PR disaster that happened – you can hide any negative perceptions or news on the brand is hidden below the fold, so it’s only that dastardly scrollers that see it.

Did you know that Coca Cola No Sugar is here? You do now…

 

Let’s not even go here…Push it down the page already @Pepsi!

4. Extending The House

Probably one of the biggest advantages of Branded Search terms, are Ad Extensions.  

You know right – those little highlighted links under your Ad.

They’re:

  1. A great way to direct people to a certain part of your site (see Point 2)
  2. Completely customisable by you (don’t leave it up to Google’s Organic results – See Point 3)
  3. Awesome for calling Brand Promotions or USP’s out like “Free Delivery” or “Open 24/7”
  4. Super easy for people to call from (especially now with the high Mobile usage amongst consumers)
  5. Able to provide reassurance by highlighting customer testimonials and reviews.

Point me in the right direction, I may just go straight there

5. Location, Location, Location

If you live in Sydney, you know that every 3rd conversation generally comes around to real estate.  

Where are you looking?  How big a place do you need?  When will the market ever come crashing down?  

Well, by bidding on your Branded Search terms, you get more real estate on your SERP page.  

Your page generally has a lot of information, it could have your business’ location, a Shopping feed, site links, reviews, the list goes on.

At the top of all of these – are Paid Ads.

Think of it as just putting on an extension to the house.  you’ve now gone double storey.  

6. Defence Is The Best Offence

If you’re in a competitive market, chances are that your competitors are bidding on your Brand.

If they’re smart, or have read this Blog Post, they’ve likely got a special deal going on to entice would be customers of yours to go and visit their site for a better deal.

One of the ways to combat this behaviour, is to get on the front foot, and dominate your Branded Search results.

Woah… That’s quite a competitive space.

7. Boost Your Average

As we all know, Google rewards you as an advertiser for having a good Quality Score.

Well, Branded Search terms will generally have the highest Quality Score of all your campaigns.

This is because people are down the funnel, the Ads have a high CTR, your Ad Relevance should be on point, and your Landing page experience will generally meet expectations.

By having a high QS for your Brand terms, your Account QS will improve, therefore your other campaigns can benefit and come down in cost simply by being associated with a quality campaign.

What’s the ½?

So, this should never be a reason to do anything, but there can be no denying that your branded terms are a super cheap and cost effective driver of traffic.

Of all your AdWords campaigns, the Brand Campaign with it’s high CTR and high Quality Score will be one of the cheapest Campaigns you run.  

It’s also going to be one of the highest converting campaigns you run.  That’s just a measure of where it is in the funnel.  

In Summary

So there you have it, 7½  comprehensive reasons that you should be bidding on your Brand terms.  

If you currently aren’t bidding on your Brand Terms, I can understand the hesitation in suddenly putting budget where you think the return won’t be generated, but – at least test it – see what effect it has on overall traffic to site, and weigh up the pro’s and con’s for yourself.

Do you currently bid on Brand Terms?  How have you found it?

 

Cover Image by by Jordan Whitfield on Unsplash

5 Facebook Advertising Trends To Watch In 2017

As 2016 draws to a close and we look forward to what 2017 can bring, the pace of change amongst one of the worlds largest media publishers continues to amaze us.

The challenge for marketers, is to know which new innovations and features that Facebook release are worth investing time and energy into.

To help you stay ahead and keep an eye on what to look out for, we’ve put together our Top 5 Trends to watch our for with Facebook Advertising in 2017.

1. Video Live Streaming

Meerkat was one of the first platforms to really bring live streaming video to the masses, and with Facebook Live, marketers have a readily accessible vehicle to give behind the scenes, educational, or even event updates to their audience.

We’ve already seen higher organic reach and results through Facebook Live, and with Facebook placing more and more emphasis on ‘video’ as a preferred content medium, expect this space to amplify next year.

advertising-trends

advertising-trends

trends

Image Source: Facebook Live

2. Immersive Storytelling For Publishers & Brands

The introduction of Instant Articles, has allowed Facebook to become another distribution channel for many news-based organisations, as they can reap the benefits of reduced load time, completely optimised delivery, and an almost completely native home.

As Facebook’s News Feed, becomes increasingly more and more ‘news’ focused rather than ‘friends status’ based – many publishers are tapping into this by providing rich and insightful articles that are shared up to 30% more than their web based news pages.

As a marketer, if your brand isn’t using Canvas ads, you are losing out on engagement, clicks, and conversions.  We’ve seen a large increase in overall engagement from Canvas Ads, as audiences become familiar with brands’ ability to tell their narrative, and control the messages and images or video they see.

Facebook Canvas

Image Source: facebook.com

3. Facebook Marketplace

So, Facebook has noticed the amount of Groups dedicated to buying, selling and trading goods, and earlier this year delivered ‘Marketplace’ to their apps, which allow users to buy and sell goods.

They’re taking on eBay.

Facebook has seen more than 450 million people visit buy and sell groups each month and with the release of Marketplace, you too, can now trade with people in your local community.
Facebook Marketplace

Image Source: facebook.com

4. Custom Audiences Are The New Norm

Having just one Facebook conversion pixel has made making Custom Audiences easier, and with targeting audiences and customers even more a priority for Facebook Advertisers – it comes as no surprise, that the ability to create niche Custom Audiences are becoming more a focus for brands and marketers.

No longer are you simply relying on website visitors, or fans of your Page.

Now, you can create Custom Audiences, based on Video Engagement, who’s opened your Lead Form, who’s opened your Lead Form but didn’t complete it!

The opportunities this presents marketers keen to target specific audiences is huge, it means that the messaging and Ads you create become more tailored and bespoke, not only for your audiences, but for your audiences engagement history.

Custom Audience

5. Virtual Reality / Augmented Reality

Finally, Facebook 360 has really brought the immersive world to your screen.

This point needs it’s own point, because you’re going to be seeing a lot of this next year – much more than Instant Articles and Canvas, as Virtual Reality and Augmented Reality hit the mainstream.

One only needed to be a bystander to Pokemon Go earlier this year, to see the huge impact that Augmented Reality is going to have – and how it’s going to be a mobile first experience – exactly what Facebook has been moving towards the last few years.

Did we mention that Facebook bought Oculus Rift for $2 billion?

You don’t make that kind of investment without some serious thoughts around how to bring VR to the masses.

Facebook 360

Image Source: https://facebook360.fb.com/

Your Views

That’s where we think Facebook is headed in 2017 – what are your thoughts?

Do you sense something big on the horizon that we’ve missed?

Let us know below.

Audience Overlap: How You Can Use It To Improve Your Facebook Targeting

A common area of confusion many Facebook marketers come across is understanding how much of their marketing is targeting the same people in different AdSets.

What is Audience Overlap

Audience overlap refers to the commonalities that exist between two different audiences.

It is the estimated percentage of people that lie between Audience A, and Audience B.

audience overlap

Why is this a problem?

Well, when Facebook serves Ads to your audience, it does so based on the type of AdSet that you choose when planning your campaign.

Audience Overlap can become a problem if your audiences have similarities, and in many cases, this will be the case.

For example, if you’re marketing a beauty product, you may have the following AdSets:

Audience A: Lookalike Audience of  your website visitors from 10% of Facebook  users

Audience B: Saved Audience of Females 18-28yo.

Now, there is a fair chance that when Facebook generates your Lookalike Audience,  some of your website visitors fit the bill of an 18-28 year old female.

So you would be marketing to the same audience but serving them different AdSets.

This can result in wasted spend because your Ads are essentially playing off and competing against one another.

Who can I look at with Audience Overlap

Currently, you can only check these 3 x audience types:

  1. Custom Audience – Website Visitors, Customers, Email Subscribers etc
  2. Lookalike Audience – Similar looking groups of people that closely resemble an Audience you have information about.
  3. Saved Audience – Any targeting specific attributes of an audience, i.e. interests, behaviours.
facebook audiences

How to use Audience Overlap

Lucky for you, Facebook have made it super easy to check your audiences.

You can access the Audience Overlap tool in Ads Manager or Power Editor.

When looking at your audiences, check which audiences you want to see the overlap between.

NOTE: You can choose up to 5 x audiences, but an audience must have at least 1,000 people to be viewed.

Screen Shot 2016-12-14 at 08.49.10

Then, under Actions, choose the option that says Show Audience Overlap.

You will see a screen like the below that shows you the different overlaps between audiences.

Under Selected Audience, you will see your main audience you want to compare other audiences against.

You can change this in the drop down box in the Selected Audience box.

Underneath, in the Comparison Audiences, you can see different audiences, and how many people, and what percentage of overlap there is in the audiences.

In  my example, I’ve compared a Lookalike Audience of my Prospects & Customers, with a lookalike audience of my Website Visitors.  There’s a very small overlap which means that there will be minimal wastage of any spend if I marketed to both AdSets.

Similarly, I’ve compared my Prospects & Customers Lookalike Audience with a Lookalike Audience that completed a Lead Form, and there is no overlap, so again, good news when marketing to the AdSets.

Screen Shot 2016-12-14 at 08.51.40

You can remove Audiences, by either clicking on the ‘X’ to the right of each audience, or you can add more audiences by clicking the ‘+’ sign at the bottom of the Audience Overlap screen.

Screen Shot 2016-12-14 at 08.58.40

What if I have a large percentage?

If you have two audiences with a high percentage of overlap you need to refine your AdSet targeting and make it more specific so that you can further seperate your audiences and ensure that your AdSets aren’t marketing to the same audience.

If you have specific audiences that overlap, another thing you could do is to compile and amalgamate your audiences into fewer AdSets. 

Final thoughts

There’s a number of ways you can use Audience Overlap to fine tune your Facebook marketing, and not just through identifying overlapping audiences.

For example, you could try to understand the value of your Facebook Fans by comparing these against your website visitors (to see whether your Fans visit your page), or if they have the same interests & behaviours that you want to target.

 

Your thoughts

So there you go, why not login to your Ads Manager or Power Editor and give Audience Overlap a spin.  

Let me know your thoughts, and what you found in the comments below.

How To Install the Facebook Pixel Like A Pro

Of all the tools that Facebook has provided marketers in their arsenal of weaponry, the Facebook Pixel is by far the one that marketers should familiarise themselves with and learn how to use.

The Facebook Pixel allows you to retarget people who visit your website, create customised audiences, and understand how many conversions your ads are delivering so you can see which adverts are working best.

The conversion pixel will soon become your new best friend as you will be able to determine which ads are delivering results to meet your campaign and business objectives.  Conversions could be as simple as a click to your website or web page, a completed lead form or sign up, to a product purchase.

How to Create the Facebook Pixel

Your first step is to create the Facebook Pixel.  You can read about how easy it is to create the pixel in our previous post.  If you haven’t had a chance to create the pixel and need to understand how to do it, head on over to the post here.  It will take 2 minutes…

How to Install the Facebook Pixel

Now that you’ve created your pixel, it’s important to understand what it exactly is.  The Facebook Pixel is essentially a piece of code that can be inserted into your website and on every page.  

The Facebook pixel code contains two key elements:

  1. Main Pixel Code
    1. The Main Code sets a benchmark for you to track how many Page Views you receive, and should be installed on every page.  
  2. Event Pixel Code
    1. The Event Code tracks ‘events’, or ‘actions’, that people take, i.e. registration form completion, product purchase, and should be installed on specific pages.
    2. You can create Standard Events (Facebook specified actions) or Custom Events (specified actions by you).
To install the Main Pixel Code:
  1. Go to the Pixels page in Facebook Business Manager
  2. Click Actions > View Pixel Code (see below)
  3. Facebook Pixel Code
  4. Hover over the code and click Copy Code to Clipboard
  5. Click Done
  6. In the back end of your website or in your website template settings section, paste the code after the <head> tags on each web page.
    1. If you use a website client like WordPress, there will likely be a plugin that you can use to ensure this is seamless.
  7. By default your Main Pixel Code will now start measuring how many Page Views you are receiving
To install the Event Pixel Code:
  1. Go to the Pixels page in Facebook Business Manager
  2. Click Create Conversion and then click Track Conversions with Standard Events
  3. Copy the Event Code that you want to add to a specific page
    1. For example, if you want to measure how many users fill out a registration form, copy the Complete Registration code
  4. Again, in the back end of your website, place the relevant code on the relevant pages.
    1. Add your Event Code separately before </script>

Here is an example of what your Facebook Pixel Code will look like with a standard event included.

Full Facebook Pixel Code

  1. Your website original code
  2. Your Facebook Main Pixel Code
  3. Your Facebook Event Pixel Code

These are the 9 x types of Standard Events (and their corresponding code) that you can add:

Website action Standard event code
View content fbq(‘track’, ‘ViewContent’);
Search fbq(‘track’, ‘Search’);
Add to cart fbq(‘track’, ‘AddToCart’);
Add to wishlist fbq(‘track’, ‘AddToWishlist’);
Initiate checkout fbq(‘track’, ‘InitiateCheckout’);
Add payment info fbq(‘track’, ‘AddPaymentInfo’);
Make purchase fbq(‘track’, ‘Purchase’, {value: ‘0.00’, currency: ‘USD’});
Lead fbq(‘track’, ‘Lead’);
Complete registration fbq(‘track’, ‘CompleteRegistration’);
IMPORTANT TIP
Place the Standard Event Code on the page where Facebook knows the conversion has happened.

For example, if you are after registration forms completion, you would put the Lead code on the page where the user will land to fill out the form, and your Complete Registration code on the ‘thank you’ page after the Lead has been completed.

So there you go!

You’ve now created and installed the Facebook Pixel on your website – which means not only are you avoiding the 1 critical mistake many Facebook marketers make, but you’re now able to get a greater degree of insight into which adverts are doing well, which campaigns and ads are converting, and how best you can manage your budget.

If you have any questions on the Facebook Pixel, or want some help with your Facebook marketing, be sure to let us know and we’ll help you straight away!

PLUS: If you’d like to receive our FREE Facebook Advertising Planning Template, you can download it here.

Don’t Make This 1 Mistake With Your Facebook Advertising

How To Easily Plan Your Facebook Advertising [Free Facebook Advertising Template]

4 Resolutions Every Theatre Should Implement For 2015

Run twice a week.

 

Travel more.

 

Lose weight.

 

See more theatre.

 

The start of a new year brings many things. Returning unwanted Christmas gifts. The annual visit to the dentist. A hangover. However by now, after you’ve cleaned up from New Years Day, your thinking is clearer, you’ve recovered and you’re trying to remember what those promises were that you slurred those few minutes before midnight to improve your life in the next 12 months.

 

Theatre companies are no different.

 

Coming back from the Xmas/NY break, you feel refreshed, full of energy to tackle the year ahead and plough head long into the campaigns and productions in the works.

 

Before you do that though, here we’ve put together 4 x New Years resolutions that every theatre should make if they haven’t already.

 

1. Create a Marketing Plan

 

A goal without a plan is just a wish.” ~ Antoine de Saint-Exupéry.

 

If you’re starting the New Year without a marketing plan on how to achieve your goals, it goes to stand that 12 months from now you’ll be in a similar spot to where you are now.

 

 

The skeleton of your plan should consist of 4 key areas:

Vision

Have a clear understanding of the reasoning behind your existence. Yourartistic vision gives purpose to your company and outlines where you want to go in the future.

Goals

The long term purpose to which you’re striving. Your goals should feed from your vision and ultimately help you achieve your artistic vision.

Strategies

Your strategies detail the numerous ways, resources and initiatives that you’ll employ in order to achieve your goals.

Objectives

Objectives should have a short to mid term focus with quantifiable and measurable specific actions that will help reach associated strategies.

 2. Know ‘Who’ Your Audience Is

 

The aim of marketing is to know and understand the customer so well the product or service fits them and sells itself.” ~ Peter Drucker
If you can’t specify who your audience is, you need to start!

 

A segmented audience means that your marketing will be delivered via a rifle rather than a shotgun.

 

The more targeted your marketing can become, the more efficient it will be and the greater the results will be.

 

We’ve spoken previously before about how to identify your target audience, you can read more about that here.

 

3. Capture the Right Data

 

You can have data without information, but you cannot have information without data.” ~ Daniel Keys Moran

 

Building on top of any audience segmentation you have, it’s important to understand what additional data you’re capturing, and what insight you want delivered.

 

Capturing data should be the building blocks to each key initiative in your marketing plan.

 

Whether you want to understand when ticket sales occur, the effectiveness of your marketing, or even the amount of snacks sold at the interval, if you have questions that pertain to the performance of your theatre, you need to be capturing the right data.

 

4. Build a Social Content Calendar

 

Content is anything that adds value to the reader’s life.” ~ Avinash Kaushik.

 

In the past few years, ‘content’ has become the buzz word for any social mediacampaign, but it’s important that the content you’re producing is relevant to your audience.

 

As a theatre, you have an abundance of content to promote and a variety of media to distribute through.

 

By utilising a social media content calendar you can begin to make your content proactive rather than reactive.

Why Your Theatre’s Marketing Strategy Needs Financial Objectives

4 Types of Marketing Objectives For Your Theatre That Ensure Success – Part 1

I’ve written previously about crafting your artistic vision as the first step in building a marketing strategy, and how important this is in detailing your statement of purpose, your reason for being, your dreams of where you want to be.

 

However, once you’ve identified your artistic vision, your next step in building a marketing strategy is to detail the objectives that you’re going to take to help you get there.

 

You can set long term objectives, for the next 2, 5, or even 10 years, but to ensure long term success, you should focus and be explicitly clear on your marketing objectives for the next 12 months.

 

Setting objectives should be one of the most enjoyable aspects of your strategy planning, and as you begin to sharpen your focus, you will begin to visualise how extensive and exhaustive your campaigns will need to be in order to support your company over the next 12 months.

 

Marketing Objectives

As a marketing team, your objectives should fall into one of these four categories:

1. Audience Objectives

2. Financial Objectives

3. Campaign Objectives

4. Production Objectives

 

In this first of a four part series, I’m going to talk about key objectives for your audience.

 

How you set objectives for your audience depends on what type of audience they are.

 

Where your theatre is at in its ‘life stage’ as a company should determine exactly what you focus your energies and objectives on to reach your artistic vision.

 

1. Audience Objectives

There are two common types of marketing you should be producing for your theatre audience, ‘Brand Marketing’ and ‘Direct Marketing’.

 

Brand Marketing

– To engage people emotionally with the brand 

Brand marketing is designed to create awareness of your brand or your company.  For new theatres, some of the most important marketing you do will be around your brand, how you build the perception of your company, or even landing messages that tell the community or your audience what it is that your company stands for.

 

Often marketers refer to Brand Marketing as the ‘heart’ of marketing, as it builds and creates an emotional connection between your brand/company, and your audience.

 

The first step in starting any kind of brand marketing is to look at whatdifferentiates your theatre. Why is it that people will come to your theatre, instead of doing something else?

 

Is it the type of production you create?  Perhaps your audience is a stark difference from other theatres?  Do you specialise in one form of theatre?

 

Brand marketing objectives could be as simple as ‘increasing community awareness’, ‘change perceptions of our theatre company’, or it could be to ‘promote the critically acclaimed awards we have won’.

 

Measuring the effectiveness of brand marketing is often quite difficult, as it is more qualitative in nature dependent upon changes in audience and community perceptions.

 

One way of measuring the effectiveness of your brand marketing is throughsurveys.  Surveys will give you qualitative insight into your brand, if your logo and colours are recognisable, if people know what the quality of your productions are like and even how customers are visibly recognising your brand?

 

There are a number of online and offline survey tools you can use to measure your brand campaigns are through Survey Monkey or Polldaddy.

 

If you’re after more quantifiable metrics, measuring the trends of new visitors to your website will give an indication of whether your prospective audience is becoming more attuned to your marketing and taking interest in your offering.

 

Direct Marketing

– To take action and contact you

 

If brand marketing is the heart of your marketing, direct marketing is the ‘hand’.  Direct marketing entices prospects to take action from your marketing communications.

 

Direct marketing is most successful once you’ve established your brand andcreated awareness and perception about your theatre.  Without any awareness or branding, people will be less likely to take action from your direct marketing as they will still be unclear about the overarching premise of why they should go and what they are seeing.

 

We have previously written about 5 things your direct marketing should feature, setting objectives for your direct marketing should focus on the channels that prospects will take action through.

 

For theatres, your most common objectives will revolve around increasing ticket sales, calls to the Box Office, increasing memberships to your theatre, or a variety of digital objectives such as ‘click through rate’, ‘purchase conversion rate’ or ‘unique visits to website’.

 

One of the binding principles of direct marketing is to have a clear ‘call to action’, that is – a clear and defined journey for any prospects to take once they finish reading your communications.

 

For theatre marketer’s, your main objective will be to sell tickets, and you need to be giving thought around the ways that customers can purchase tickets for your productions.  The most common call to actions will be to guide prospective audience members to a phone number or to an online website where they can buy tickets.

 

And So…

Setting marketing objectives for your theatre will largely depend on the type of audience you are speaking to and whether the communications you’re producing are either brand or direct centric.

 

Each type of marketing is measurable in either a qualitative or quantitative way, and it’s important to ensure that these objectives are clear and defined in your strategy so that when you reflect on your marketing you can deem whether it’s successful or not.

 

In my next blog post, I’m going to talk about setting financial objectives, and how these are important for a theatre marketer.  Not all marketing is creative pictures, funky messaging, and twitter banter.  It’s important to understand how your marketing impacts on the success of your productions and theatre, and what financial metrics you should be measuring.

 

Key Points:

1. Brand marketing creates awareness

2. Measure brand marketing through a mix of qualitative and quantitativeanalysis

3. Direct marketing promotes action

4. Ensure your call to action channels are communicated clearly on your direct communications

 

15 Minute Project:

1. List three marketing objectives of your theatre for this year.

2. Identify against each, whether they are ‘brand’ centric or ‘direct’ response.
Remember: If you’re changing awareness or perception it is ‘brand marketing’, if you’re enticing prospects to take action, it’s ‘direct marketing’.

3. Against each objective list ways that you can measure success.  Are you going to measure online ticket purchases?  Are you taking customer surveys?

4. Against each success measurement, write down a metric that you want to achieve. Do you want to increase ticket sales by 20%?  Do you want to increase awareness of your theatre by 5%?

5. Finally, against each objective, list all the relevant ‘call to actions’ that you are asking a customer to take.  Where will the customer go next?  What are you asking them to do?

5 Reasons Arts Organisations Can’t Ignore Social Media

“It takes too much time!”

“Doesn’t guarantee sales or increased attendance.”

“It’s so difficult to stay active!”

 

In my work as a digital trainer with artists, art dealers and art organisations I hear the above excuses on a daily basis. While they all might seem like valid arguments, they are surely not reasons to completely ignore social media.

 

As I would like to argue, one does not have the luxury to do so nowadays.

 

Let me outline exactly why that is the case in the following five reasons:

 

1. Did you ignore mobile phones when they first emerged?

No? Exactly. That’s my point. You need to see social media as a new means of communication and not as a scary new world.

 

Social media has increased the channels through which you can engage andcommunicate with your audiences.

 

While it might be possible to live without a mobile phone nowadays, I do imagine you would have a hard time keeping in touch with everyone.

 

2. It’s not as complicated as you think

Yes, there are many different platforms and channels out there and each one has its own language and form of interaction.

 

No one ever said you need to jump at every new platform that emerges.

 

I always recommend to start using LinkedIn properly plus one other social media channel. If you then begin to feel very confident with your use – feel free to expand!

 

3. If you know how, it doesn’t take up much time

I keep an active personal profile on four different social media platforms (not counting the two to three professional accounts I am contributing to as well). 

 

I spend no more than half-an hour a day on them.

 

How do I manage? My trick is to make it a habit to pre-schedule a lot of the updates throughout my day.

 

There are a lot of possibilities out there to make your life easier so you don’t have to spend all day glued to various news feeds.

 

Usually I use my commute and lunch hour to skim through interesting articles, post them, re-tweet a few interesting tweets from people I follow and schedule them in advance.

Links:

https://www.facebook.com/besmartaboutart

http://www.pinterest.com/besmartaboutart/

https://twitter.com/besmartaboutart

https://twitter.com/MaraVlatko

https://uk.linkedin.com/in/maravlatkovic

 

4. If you don’t measure effectiveness, you’re missing out

For any marketing it is vital to know who your audience is and how to target them. This is particularly relevant for art marketing and what better way to do this than measuring the effectiveness of your social media activity?

 

The good news is that almost everything that happens online is measurable in some way or another.

 

The bad news is that a lot of art organisations are missing out on this opportunity and their social media accounts’ content appears haphazard.

 

There are so many tools that let you track your social media audience’s demographics, engagement, conversions and much more.

 

For example, your professional Facebook page engagement can be easily tracked through Facebook Insight.

 

Your Bitly and Bufferapp accounts can give you the statistics on how many times your URL link was clicked or your tweet was re-tweeted/favourited.

 

And finally don’t forget the power tool Google Analytics that can be used in so many ways – I certainly recommend taking their free webinars to learn more.

 

5. It’s the arts: if we’re not showing the way, then who is?

The arts have always been leading the way and great at illustrating the spirit of the current times.

 

So, my advice is to go for it and enjoy it! Be creative. Explore its boundaries and break them.

 

So…

To come back to my initial point, social media does not have to take too much of your time, it guarantees a direct engagement with your audience and with all the tools available you can easily make it work around your busy time schedule.

 

If you think back to even just a decade ago, who knew you’d be able to launch records, premiere entire films, publish books online and be able to reach enormous audiences at the same time?

 

Maybe you’ll be discovering entirely new ways and uses of social media for the arts sector that the industry hasn’t realised yet…

 

About the Author: Mara Vlatkovic currently works in London at Be Smart About Art, a business offering a programme of talks, workshops, webinars and mentoring for the arts and artists. Mara is a Marketing & Business Development Professional, and New Media Trainer for Art Professionals.  Get more from Mara on Twitter

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