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The Dangers of Social Media cross posting

The Dangers of Social Media Cross-Posting

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Posting content across several social media platforms can be time consuming. One approach some businesses take is to post the same content across all channels to minimise the time needed to manage a social media advertising campaign. For your business, time is a resource, so it is easy to see why you might want to save any hassle and simply reuse content; posting it multiple times to Twitter, Facebook, LinkedIn, Tumblr, etc. But there are many issues with this that can have an adverse effect on your organisation in the long run, and it is important that you are aware of the dangers of social media cross-posting before making such an error. 

Cross-Posting is Counterproductive

There are numerous benefits to taking the time to customise your content for each social media account or platform. Doing so negates the problems of cross-posting which include:

Platform Differences: Each social media platform has its own ecosystem and encourages its users to interact in specific ways. In order to stay relevant and effective, your business must engage with customers using these established means. For example, a Twitter account uses language such as “RT” to convey something specific to Twitter users. It’s asking users to “Retweet” the update and spread it around. If a Twitter update using this is then posted to a Facebook page, such a phrase is meaningless because there is no way to do so via that ecosystem. Businesses must stay relevant within each social media platform, and to do so content must be catered to the platform on which it appears.

Account Differences: Your business may need more than one account on a social media platform. This could cover different locations, but it could also include profiles which deal specifically with an individual product or service. When this is the case, cross-posting can still be a real issue. For example, let’s say your company has two Facebook pages, one covering Europe, and another, the USA. You couldn’t cross-post competitions or product announcements which are relevant to only one location as they wouldn’t be relevant across the board. Likewise, if your company produces two types of unrelated product marketed to two very different demographics via specific Facebook pages, you wouldn’t want to cross-post between the two – other than some cross-promotion which is an entirely different approach.

Company Reputation: By cross-posting you give customers no reason to follow your business on more than one social media platform, as they receive nothing unique in doing so. Furthermore, potential customers will look at your social media campaigns as lazy, which will hurt the reputation of your company. Customers want to feel that they are valued. By providing them with uninspired and reused content they will feel that the necessary care and attention to detail is not being placed in the running of your brand. This can seriously damage consumer trust and directly impact sales.

Getting Cross-Promotion Right

The best way to avoid these issues is to create platform and account specific social media posts which will engage with your existing customers, and attract potential ones – content which will significantly boost your sales by taking advantage of each platform’s specific ecosystem and user-base. 

As we mentioned before, time is a resource you can’t afford to fritter away. For this reason it is best to hire an experienced digital marketing team who know exactly what to post and when to post it, taking the hassle away from you, letting you focus on more pressing business matters. 

easter digital marketing

5 Digital Marketing Strategies to Boost Sales this Easter

By | Digital Marketing, Social Media | No Comments

While many companies focus on Christmas as their main sales spike throughout the year, Easter can also provide a substantial boost. The Easter weekend itself attracts a rise in shopping activity, with the surrounding public holidays which are present in many countries behind further increases. 

But how best to take advantage of this sales spike? What digital marketing ideas can be implemented over this time to push brand visibility and raise sales conversions?

With this in mind, let’s take a look at 5 digital marketing techniques which can be used over the Easter period when you hire a professional marketing team.

#1 Have Fun

Easter is a time of positivity as the sun begins to shine, the flowers raise their heads above the ground, and consumers feel ready to part with their hard earned money after recovering from Christmas. Campaigns which are designed to tie into this mindset are the most effective. They should be fun and make potential customers smile, feel alive, and look to the future. 

#2 Easter Branding

Branding is important and should take advantage of an Easter setting. Bright colours associated with this time of year, including yellows and oranges, are a great way to capture a customer’s attention; while using familiar images associated with Easter – eggs, bunny rabbits, baby chicks, lambs, flowers etc. – can all be used to evoke feelings about Spring.

#3 Contests

Easter is a time for treats. Easter eggs, a bunch of flowers, chocolates – all of these are often given to loved ones at this time of year. Running some contests giving away Easter themed treats, via social media, is a great way to raise engagement from your existing and potential customers. Of course, this has to be executed in a strategic and skilled way, which is why it is best implemented by a marketing team with a proven track record.

#4 Summer Targeting

This time of year isn’t just about Spring, it is also about the promise of summer. While consumers are off for a few days, many will be thinking of the upcoming season: BBQs, holidays in the sun, gardening, decorating, upgrading etc. The digital marketing experts you hire should keep this in mind, generating leads while taking advantage of purchasing decisions most commonly associated with the summer months. Business is about capitalising on the present and building for the future – your campaigns need to do both.

#5 Limited Easter Discounts

Probably one of the most important ways to engage with customers is through offering time dependent discounts. Easter is often associated with renewal, and it is for this reason that customers are more likely to spend their money in order to “make a change”. Not all potential customers will be as ready to buy your products or services, and so discounts are a great way to positively influence those who are undecided about making a purchasing decision. Your marketing team should take advantage of this and brand such discounts as limited Easter offers, reinforcing the  connection to this time of year. 

Making the Most of Easter for Your Business

Easter is an important time for any business due to increased consumer activity, and it is therefore essential that your product, brand, or service is marketed effectively to maximise results. To do this, it is critical to hire a marketing team you can trust to truly improve your sales and take full advantage of the Easter period.

Facebook Text  Rule

Dealing with Facebook’s 20% Text Rule

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Creating effective marketing content is difficult in a digital environment where every company, local or international, is competing for advertising space. You want your advertising materials to speak to your potential customers, to let them know exactly what it is you offer and why they should purchase your product or service. But how can you effectively achieve this when advertising platforms such as Facebook put constraints on the types of promotional materials you can publish?

The 20% Rule

When using Facebook you are hindered by a text limit. No image you upload can contain more than 20% of text and then qualify to be used as a paid advert. Of course the image can still be uploaded and posted to your Facebook business or community page, but you cannot use Facebook’s paid ad service which instantly boosts the number of people who will see your promotional content. Furthermore, it isn’t about the number of alphanumeric characters used in an image, but instead the surface area covered by the text. It could just be one word, but if the text is large enough to swallow up more than 20% of your image, then Facebook will not all you to use their advertising service. Such a scenario can put you and your business at a substantial disadvantage.

How to Handle the 20% Facebook Rule

This restriction seems harsh, especially for businesses which want to use text-heavy branding. In order to limit the harm done by this rule, there are three approaches which can be taken:

Abandon Text-Heavy Posts: This is the most drastic approach, but a business could cease using promotional materials on Facebook which contain a lot of text. Doing so will open up advertising opportunities once more, but a business may struggle to convey exactly what they want to their target demographics when curtailed in this way.

Persevere: A company could continue using text-heavy promotional images on Facebook. There would still be a chance that such an image could go viral, but it would limit the material because it could not be propelled forward in terms of visibility via the Facebook Ads or Boost Post function. This is a difficult choice to make, and more often than not businesses make the wrong one.

Call in the Professionals: There is a reason that digital marketing is such a competitive area; it is very difficult to master, and only a small number of highly trained individuals genuinely understand how to take a business to the next level through advertising experience. When a business relies on its online promotional materials – and most do – it is critical that the correct digital marketing techniques are applied to any given situation. For this reason, when the stakes are high, it is important to hire a dedicated talented digital marketing team which knows how to use difficulties such as the 20% rule to the advantage of its clients. 

Use the 20% Facebook Text Rule to Your Advantage

By hiring a skilled digital marketer, you can be sure that the correct decisions will be made, and the most effective solutions applied. This will energise your marketing campaign, and maximise the chances that your promotional material will reach its audience and resonate with them in a meaningful way.

twitter marketing buy now button

Twitter’s Buy Now Option: A Game Changer

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The Importance of Innovation in eCommerce

Twitter is now rolling out a trial of their “Buy Now” service for eCommerce businesses. Initially, this will only be available to a small number of producers and companies in the US, but it is expected to be swiftly applied on a global scale as soon as the testing phase is complete. Twitter has always been an exciting platform through which information and promotional material can be presented to potential customers, but with this added Buy Now functionality, the social media service is truly merging eCommerce with its existing suite of tools and bringing customers to businesses in the process.

Buy Now Opens Doors to Businesses

Consumers are increasingly becoming reliant upon eCommerce. The reason for this is simplicity and ease. Being able to browse quickly, find a desired product or service, and then have the item delivered quickly and cheaply, is at the heart of internet shopping. It is with this ethos of speed and simplicity which Twitter’s Buy Now service will revolutionise the business to customer relationship via their website and apps. 

The Buy Now service works fairly simply: businesses can attach a “Buy Now” link to a tweet which will ask a customer for payment details and even provide some customisation such as clothes size for example. This will bring a customer straight to a product and will reinvigorate Twitter as a brilliant marketing platform. 

With this service, businesses will be able to significantly increase the impact of their Twitter campaigns, transforming them markedly. In the past each Tweet could only contain a link to another website where purchases could be made, now customers will be able to buy their desired products without leaving Twitter’s ecosystem, making it easier for them. What’s more, through Twitter’s already established mobile applications, such purchases can be made in any situation and from any smartphone or tablet. 

How is Twitter’s Buy Now Service Likely to be Used?

The Buy Now feature will not put an end to other social media sites using eCommerce – far from it, many services are continually looking for new ways to bring the shopping experience to the customer in a more efficient way. What Buy Now will most likely do is offer specific types of marketing the chance to thrive. For example, businesses which offer exclusive deals to their Twitter followers will increase the number of followers they have over time. Customers will want these deals, and once they have clicked the follow button then they will be exposed to any other marketing content a business mentions in any subsequent Twitter campaign.

Twitter’s Buy Now function will work brilliantly with flash deals and limited offers, increasing sales while funnelling potential and existing customers to a desired Twitter account, which in turn will significantly improve brand reach. In order to maximise this approach and future proof a business for when further marketing innovations are implemented, it is essential that they contact a skilled digital marketing team, allowing them to use their expertise to maximise sales and help build brands, products, and entire businesses which can truly flourish.

The importance of christmas social media campaigns

The Importance of Christmas Social Media Campaigns

By | Digital Marketing, Food for thought, Social Media | No Comments

For many businesses, Christmas is the most important time of the year. It is that part of the annual calendar which significantly increases the amounts customers spend, and it is also the time when many retailers, for example, make their biggest profits. Unfortunately, it is also the time of the year when there is more advertising materials on offer than ever before, and so companies can easily get lost in the noise, failing to find their voice and get their brand message out to potential customers.

For this reason, marketers are increasingly relying on social media campaigns at Christmas. The importance of a festive online marketing plan cannot be underestimated, and it is one which can be applied, not just to Christmas, but to the post-Christmas sales as well, creating lasting customer loyalty.

Three reasons to use a Christmas social media campaign, include:

Reach: There are two ways to effectively reach an audience – throw money at the problem to buy premium advertising space, or to start from the ground up and engage with potential customers through a grassroots campaign. The latter is highly effective, and also much more cost effective. Social media platforms allow businesses to deliver advertising straight to a chosen demographic without paying exorbitant fees. Nearly 30% of customers claim that social media is one of their main ways to learn about a product, and over 50% use such platforms to engage with brands they like. These vast numbers cannot be ignored.

Meaningful Interactions: By doing more than just delivering an advert, social media allows a company to interact with customers, creating a high level of worth in customer-business relationships. By making social media posts which actively encourage customer participation, this cements a brand or product in the memory and attention of potentially thousands of individuals. Of course to do this most effectively, hiring a social media and digital marketing expert is key. This ensures that each social media campaign has a strong brand message and is as efficient as possible at creating new customers.

Loyalty: Since Christmas is the time when customers do more shopping than at any other point during the year, it follows that new customer brand loyalties are forged more so in the build up to December than any other month. Christmas is therefore a great opportunity to give a customer their first experience of your brand, product, and customer service. By making a great, lasting impression, a business can expect to see these new customers come back for further purchases throughout the year. Social media by itself is a phenomenal follow-up platform, which allows for innovative interactions which will solidify this loyalty, encouraging customers to come back for more.

Christmas is the most wonderful time of the year, for a number of reasons. Make it your business’s most profitable and lucrative season by using a brilliant social media marketing strategy to elevate every aspect of your sales and brand reach. 

Proximity Marketing To Take Hold in 2015

Proximity Marketing To Take Hold in 2015

By | Digital Marketing, Social Media | No Comments

There will be many marketing trends to come to the fore in 2015, indeed we talked about them recently. One trend which deserves a blog post of its own, however, is proximity marketing, as it is one which could be extremely profitable in the coming year.

What is Proximity Marketing?

Also known as “beacon marketing”, proximity marketing involves targeting potential customers with advertising based on their geographic location, usually with a radius of about a hundred metres. This involves delivering personalised adverts to each potential customer through a variety of mediums, enticing them to make a purchasing decision in the immediate future.

To work effectively, proximity marketing needs to be put in place when a person is on site, in a super market for example, or another retailer, or in the local vicinity. When an individual is close enough they can either be presented with nearby audio and visual adverts via screens, or through their mobile devices. For years marketers have been targeting shoppers based on the cookies on their computers, this is essentially taking this concept and applying it to a physical shopping scenario.

Beacon marketing doesn’t just refer to being on site. It can also apply to a customer’s general location, so they can be supplied with marketing material relevant to that area. Whether it is a local restaurant, newsagents, petrol station, or sprawling supermarket, companies can try to entice potential customers who live nearby to visit their local stores and make a purchase.

Is it the Future?

We don’t need to think of proximity marketing as being something which exists in some far off distant future – the technology is here, and major companies are implementing it. In 2014, a substantial number of retailers stated that they would be employing proximity marketing by using targeted mobile adverts to funnel customers to their businesses.

In 2015 alone, there will be a substantial surge in proximity marketing, with customers becoming increasingly used to seeing promotional materials for products and services which are available locally. Chains such as John Lewis, Tesco, and Asda will be incorporating proximity marketing into their business strategies for the year. Many high level brands are turning to expert digital marketers who already have the infrastructure in place to take advantage of proximity marketing, increasing sales exponentially.

The Age of the Customer

While businesses are reorganising their marketing strategies around this new technology, it is the customer who will truly benefit. With so many products and services out there, it can be difficult to know exactly which brand to choose and which product to purchase. By using proximity and beacon marketing, companies allow their customers to receive up-to-date personalised shopping information which is truly useful. More importantly, as more and more proximity marketing campaigns showcase what’s on offer, the greater the number of customers there will be who will trust that company’s advice, taking it again in the future.

2015 is going to be a bright year for proximity marketing. Don’t miss out, and make sure you incorporate an effective digital marketing campaign throughout the year to maximise your sales.

e-commerce trends 2015 marketing

5 E-commerce Trends of 2015 You Need to Know

By | Digital Marketing, Mobile, Mobile Commerce, Social Media | No Comments

Situating your business in the growing competitive world of online marketing is a tricky act to pull off. Year by year there are more businesses operating online engaging in advanced advertising techniques, and so keeping up with competitors can be a real challenge. Worse still, each year there are innovative trends shaping the way customers and businesses interact – without staying ahead of the game and informed on these latest developments a business, regardless of industry, can quickly and easily become irrelevant.

While the best solution for any business is to contact a leading digital marketing agency, it is always helpful to have an awareness of the market changes taking place so as to more effectively work with advertising experts to reach maximum effectiveness. 

With this in mind, let’s take a look at the top 5 E-commerce trends of 2015 that you need to know.

#1 Mobile Developments

2015 will see another huge leap in the number of customers engaging with businesses via mobile devices. Whether it is a tablet or a smartphone, consumers will expect to be able to interact with a product or service “on the go”, always connected, and always able to make purchasing decisions wherever they are. 

#2 Personalisation

Having an infrastructure in place which allows a customer to buy the products they want will no longer be enough. Any business with an online component will have to ensure that their service is bespoke and will deliver exclusive, customised content to an individual based on their tastes, demographic, and previous purchases. Brands will want to remove themselves from the background noise of so many competitors and really stand out with marketing and digital interactions which are unique, memorable, and, most importantly, useful to the customer.

#3 Copywriting Standards

There is no doubt that video, animation, and graphic design will increase their impact throughout 2015, but copywriting will remain a key way to engage with customers. Marketing campaigns designed to accentuate unique selling points and grab a potential customer’s interest will be central to outperforming competitors. This will be achieved with smart, innovative copwriting techniques which will encourage first time buyers to engage with a product or service, while ensuring that previous customers return in the future. 

#4 New Devices

Over the past decade mobile devices have revolutionised the customer/business relationship. In 2015, a new technology is on the horizon ready to do the same all over again. That innovation is wearable technology and, while it has been around since 2013, it is 2015 when it will come out of its infancy and make a lasting impression on the marketing world. Smartwatches are just the beginning, and by incorporating a revolutionary marketing team with knowledge of what’s coming, a company will be able to get in on the ground floor and establish themselves in this niche before the rest.

#5 Omni-Channel Marketing

Finally, omni-channel retail and marketing will be key. As we mentioned in a previous blog article, marketing and engaging with customers in a seamless way which translates to all devices, mediums, and venues is becoming increasingly common. In 2015, customers will expect to be able to receive the same service from a company whether they are in their physical store or using their application on a tablet. The service should be seamless, as should the advertising message being delivered to customers across all platforms.

Driving Innovation

For an organisation to succeed, and to remain healthy, it must adapt to the changing trends in the business world. In order to do this and truly benefit from the above, contacting a reputable digital marketing agency is not only advisable, it is essential.

Omni-channel Marketing appache

Omni-Channel Marketing: Connecting With Your Customers

By | Food for thought, Social Media | No Comments

In the past decade there has been a definable line dividing online and physical retailers. That distinction was a simple one, but with increasing focus on omni-channel retail and marketing, that line is becoming blurred – soon it will be erased completely. 

Any business which does not appreciate this fact and refuses to adapt to these market changes could get left behind by its competitors.

What is Omni-Channel Marketing?

Put simply, omni means “in all places”, and it is this ethos which makes omni-channel retail and marketing such a powerful tool. It’s everywhere. It is holistic and reaches out to consumers across a number of mediums. It involves all forms of advertising and all types of customer/business interactions. Omni-retail itself offers ways for customers to purchase goods through novel means such as integrated mobile device and physical store ecosystems, while omni-marketing uses these new points of contact to foster further business.

Omni-channel marketing strives to do two things:

Increase Visibility: By being in as many places as possible a marketer can reach more potential customers and increase brand reach. Whether it’s on a computer screen, a mobile display, or a digital advert in a store,  marketers can quickly promote businesses easier than ever before.

Increase Access: Through new technologies, customers are able to interact with a business at any time and in any venue. This opens up new selling points and marketing avenues which were not previously available.

In essence, omni-channel retail and marketing aims to create a seamless customer experience where they can engage with a retailer both online and in a physical store, carrying across their purchasing decisions and loyalty rewards without any difficulty. For example, a potential customer browses a retail website on their mobile phone. In doing so the site interacts with the customer by placing cookies into their browser. From then on advertising directly related to the retailer shows up while they are on other sites. The customer is then able to be directly targeted by promotional content. Following on from this, they interact through their mobile device with the products/services on offer. That customer is then able to use their mobile device to order online, but also to go physically to a store owned by that retailer and then use a QR code to find the best deal possible, or receive the same level of customer support. This movement from online to retail and vice versa is exactly what omni-channel retail and marketing is about.

Types of Omni-Channel Interactions

In order for a strategy to be considered “omni” it must incorporate one or more digital point of contact with a customer, preferably organised by a leading marketing team which knows how to reach out and grab a potential customer’s attention. 

These types of interactions can be boiled down to three core forms, which include:

Brick2Click: Focusing heavily on integration between online digital components and a physical store. For example, providing someone who bought a product online full customer support in a physical store and vice versa, or being able to physically pick up an item they ordered online.

Device2Web: Customers can easily interact with a business’s online store via mobile devices and kiosks when Device2Web infrastructures are in place. From a marketing perspective this opens up a whole raft of online advertising techniques.

Eave2Web: Includes sites like eBay, Amazon, and other online stores where there is a centralised customer ID or profile which can be applied across devices, the web, and to physical stores. This provides a third-party point of contact between retailer and customer opening up a brand to a much larger customer base.

Unleashing the Power of Omni-Marketing

Using the above mentioned forms of omni-retail, business owners can take advantage of these new avenues to market and promote their brand. The most effective way to achieve this is to contact a reputable marketing company. In the safe hands of experts, a business can quickly embrace omni-channel retail and benefit from the resulting advertising mediums on offer.


Social Proof: Why Your Business Needs It

By | Food for thought, Social Media | No Comments

Nothing is more important to a business than word of mouth. It is the oldest form of advertising and to this day is still an integral part of any marketing campaign. In recent years marketers have placed increasing focus on “social proof” which is essentially an elaboration based on word of mouth, and one which could transform your business regardless of industry. 

By understanding what social proof is and its importance, a business has the ability to stay relevant and effective for many years to come.

What is Social Proof

Social proof can be defined as what people say about a business and the affect this has on potential customers. In its simplest form social proof refers to a “good” and “bad” dichotomy. If a potential customer hears bad things from someone who has previous experience of a product or service, then they are likely to avoid doing business with the producer. Conversely, if a potential customer hears good things from previous customers, then they are more likely to make a purchasing decision. 

Social proof therefore can be damaging when negative, and helpful when positive. Either way, it is an incredibly powerful aspect of  consumer behaviour.

3 Reasons to Use Social Proof

We’ve established that social proof is a powerful marketing tool, but why is it so important? There are many reasons to incorporate it into your business plan, but let’s take a look at 3 of the most salient points. These include:

Free Advertising: If you know how to foster social proof, then you will gain a critical piece of free advertising. Your customers will spread the word about your product or service in a number of ways which will significantly increase the reach of your marketing campaign.

Sustainable Business: Positive social proof is an essential part of a sustainable business. It incorporates two key facets of marketing which are incredibly effective in tandem with each other. First, customers promoting positive social proof are far more likely to return to your business for future purchases due to having had a good experience. Secondly, their promotion of your business will bring in new customers.

Healthy Growth: Speaking of new customers, this is the third most immediate reason to use  social proof as much as possible. Previous customers will share social media statuses, create reviews, and talk to those around them about your business. Whether it’s with friends, families, or unfamiliar potential customers, the social proof created will continue to grow your business indefinitely. 

How to Incorporate Social Proof into Your Marketing Strategy

Now you know how important social proof is and how it could transform your business, it’s time to incorporate it into your marketing strategy. This is a complex procedure and involves experience and knowledge to achieve maximum results. For this reason it is best to contact a leading digital marketing agency, and allow them to help take your business to the next level.


How to Increase Your App Installs with Facebook

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Using Social Media to Drive App Growth

The app market is highly competitive, and so to make sure that your product doesn’t lag behind the rest you need to exhaust all promotional avenues. Today we are going to specifically focus on Facebook and how to best use this platform to increase your app’s popularity. 

In a nutshell – get your Facebook promotional campaign in good order, and you can expect many more customers to install your application. 

5 Key Aspects to Facebook App Marketing

Digital marketing isn’t easy, but with tenacity and adaptability most businesses in the app sector can carve out a niche for themselves and turn a profit. The most effective way to do this is to consult with a leading digital marketing expert, but there are also 5 key concepts to improve app sales through Facebook that, with a little research, any business owner can implement. These include:

Posts Aren’t Enough: Treating a business page the same way that you would a personal page is bound to lead to failure. Just posting occasionally without a strategy is not going to increase sales. In order to make effective posts on a business page, users have to use Facebook’s advertising system or “boost post” tool which ensures that potential customers see promotional material.

Optimizing Facebook Campaign For Installs: Facebook offers an option to use an algorithm so that an advert for an app is displayed in a way which will increase the chances of an install. This is in stark contrast to the standard model which displays posts in a way to get the maximum number of comments or likes. Installs are far more important than any other form of engagement in app marketing. Fighting for likes is not an effective approach without sales or installs being made.

Display to Correct Device: If you are offering an iOS app, there isn’t much point in displaying an ad on an Android device, and vice versa. Facebook allows its advertisers to choose which type of device will receive an advert, increasing the effectiveness of a campaign.

Target New Owners: Facebook has an option to target new owners of mobile devices. This is a powerful tool as it is usually new mobile owners who install the most apps. 

Incorporate Lookalike Audiences: It is possible to use the Facebook SDK to gain insight data into an app’s install-base. Once this is done, Facebook ads can be set to display to a “lookalike audience”. In other words, the advert will be shown to others similar to those who already use your app – the demographic most likely to be interested in what you are offering.

Moving Forward

There are a number of other key social media and marketing strategies for app developers and marketers. The key to marketing an app is in keeping up-to-date with recent advertising developments in order to stay relevant, and to continually adapt your marketing strategy to the current market context. Only then can an app remain truly competitive.

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