by Scarlett Darbyshire

A Quick Guide to Facebook Stories

Facebook Stories are a great opportunity for brands to get in front of their audiences with engaging content and offers. But to make stories work for you, as with everything in marketing you need to create a strategy. One that includes specific goals, what metrics to track and a realistic posting strategy to ensure you can consistently produce creative and personalised content that helps keep your brand top-of-mind.

What are Facebook Stories?

Facebook Stories is a multipurpose content sharing feature allowing users to share photos, videos, animations, polls, text posts and music. Stories have a 24-hour expiration date and are similar to Instagram Stories. For example, like Instagram, comments don’t show in a feed, instead, they are sent directly to Facebook Messenger for brands to respond.

Why Your Business Should Be Using Facebook Stories

One of the reasons why Facebook Stories get so much attention is due to how easy they are to find. Located at the top of a user’s feed, they are on prime real estate. As the first thing your audience sees, you can position your brand directly in front of hungry fans and customers.

Developing a Facebook Stories Strategy

Your stories need to be a part of your social media marketing campaign, and like all campaigns, you need to have a strategy. Here are a few tips for developing your Facebook Stories strategy using the SMART method.

  • Set Clear and Specific Goals

Know what you want to accomplish and make sure your goals are directly related to the most important goal in your business e.g. revenue generation or brand awareness etc.

  • Use Relevant Measurables

Identify the metrics you’ll track and make sure they are relevant and directly related to your bottom-line. For example, if you want to increase sales using video, focus on conversions and not how many comments a video receives.

  • Establish Attainable Deliverables

Ensure you have access to all the resources to help you accomplish your goals. For example, do you know who will be creating your posts? How often will you produce the content?

  • Set Realistic Growth Goals

Focus on smart goals that are based on data. For example, if you know that Boomerang videos stories with call to action buttons generate more clicks than text-based stories, establish exactly what your conversion rate is and experiment to increase it.

  • Develop Time-Specific Campaigns

Determine when you will end your campaign and gather all results to see how effective your efforts were. It’s worth noting that it will take time to get the momentum going so you will need to create content regularly to generate results you can measure.

Facebook Stories Content Options

Users are given five content options. You might not use them all and with time and experimentation you’ll find out which types you prefer using that allow you to create a collection of engaging and useful content for your audience.

Here are the 5 Facebook Stories content options available:

  • Text: Allows you to create a text story by combining text on a background colour of your choice.
  • Selfies: The option to post a selfie along with a filter.
  • Boomerang: All you need do is point and shoot and it does the rest to turn your content into a GIF-like animation.
  • Polls: Polls are a great way for brands to gather feedback related to your brand, products or services.
  • Music: Allows you to search through an extensive list of songs. You’ll be able to find music for anything from a party to something to play along with your story on pets.

How to Create Your First Facebook Story

Creating your Facebook Story may seem a little daunting, but once you’ve got to grips with the features and had a little practice, you will be a master in no time!  Here’s a breakdown of the features and functionality you should be aware of before you take to creating your first story:

  • Gallery Access: Here, you’re able to tap on the gallery icon and get access to all images saved on your phone.
  • Lighting Options: Lighting, along with sound, are the two most important elements when producing great video. Facebook Stories uses a Lightning Bolt to help users pick the right lighting. This indicates whether your flash is on or off.
  • Image and Video Filters: Facebook introduced filters to give users the ability to create an image or video with a certain kind of look and feel. Facebook’s 4 filter options are: No filter, Warm, Glow and Cold.
  • Stickers: A widely used feature, once you’ve taken a picture or recorded a video, you’re able to add a sticker to it. Stickers are also available for use as calls to action.
  • Text:  Facebook Stories includes a text option along with the ability to pick a size, choose a colour, and select a font type. Perfect if you want to add a catchphrase, heading or annotate an image.
  • Freehand Drawing Tool: With this tool you have the option of controlling the thickness of the paintbrush and access to a wide variety of colours.
  • Effects: A collection of skins that you can apply to both images and video stories.
  • Face Filters: Face filters are fun to play with and grab attention.
  • Use Front and/or Rear Camera: A unique feature to Facebook Stories is the ability to switch between front and rear cameras while recording.

When you share a photo or video to your story, it will be available to your selected audience for 24 hours. You can revisit your stories in your story archive.

To share to your story:

  • Go to the Stories section at the top of your News Feed.
  • Click + Add to Story.
  • Type an update or click Photo/Video to add a photo or video from your computer.
  • Next to Your Story, you can click the audience selector (example: Public or Friends) to choose who can see your story.
  • Click Post.

Facebook Stories Analytics

Facebook Stories success can be tracked in two ways:

  • Individual stories: Locate an active story and tap the eye icon in the bottom left-hand corner to see a list of people who have viewed your story.
  • Facebook Stories Insights: Available via desktop, locate your page and click on Insights at the top. In the left column, click Stories and then click “Turn On.”

Access to your Insights will show you a wealth of information such as:

  • Story Items: A thumbnail of what your Page’s story looks like.
  • Unique Story Opens: The number of people who opened your Page’s story.
  • Forward Taps: The number of times someone taps to skip to the next piece of your story.
  • Backward Taps: The number of times someone taps to go back to a previous piece of your story.
  • Forward Swipes: The number of times someone swipes to skip to the next account’s story.
  • Exits: The number of times someone leaves the stories viewer to return to their News Feed.

Quick Content Ideas for Facebook Stories

Facebook Stories are generally easy to create and low budget, here are a selection of content ideas to get you started. As a top tip, to create interesting content, create a storyboard and plan your stories. This should include letting people in your team or company know that you want to record content. Also, consider doing a series of trial runs before posting content. The more you shoot, the easier it will become to generate more content.

  • New Product or Service Launch New product or service launches are a great way to attract customers. When you create yours try to include an offer that customer can capitalize on. 
  • Behind-the-Scenes Footage Its humanising and endearing to show the people behind the scenes in your business, especially when it’s interesting content.
  • Holiday Messages Harness the great opportunity in capitalising on holidays. Don’t just wish people well, take the opportunity to give them a seasonal offer they can’t say no to.
  • Special Events If your business is hosting a special event, make sure you produce content from the event the entire day.
  • Customer Praise Generate social proof by pulling the strong and impactful statements out of your testimonials and customer praise. Try screenshotting the post from a customer then adding your own text and a sticker to personalise and share it with your audience.
  • Competitions Competitions are always a crowd magnet. Make sure you plan ahead and spread the word about your competition before it goes live to keep people excited about it and focus their attention on your brand.
  • New (and Different) Ways to Use Your Product Some of the most useful content comes in the form of how-to videos. Storyboard your ideas to ensure that you present cohesive ideas and address challenges and questions your customers may have. Importantly, ensure that you focus on providing simple and easy-to-understand instructions in a pleasant tone.

Are you wondering about using Facebook Stories for your business? Or have you started using Stories already? Let me know how you are getting on in the comments!

by Scarlett Darbyshire

How to Make Your Social Media Presence More Accessible

Social Media Phone

Little changes equal a big difference in making your social media more accessible for people who are blind and partially sighted. The changes you make don’t need to be drastic, most blind and partially sighted people are likely to have their own ways (such as magnification software or Braille displays) of making social media accessible. So, these tips are really about making a few small changes so that your posts can reach and be enjoyed by everyone.

Add Image Descriptions

Putting alternative text (alt text) on your images describes photos for people who are blind or partially sighted is very important as it allows them to build up a mental picture of what someone who is sighted is seeing. You do not need to describe every single detail of the image; a voiceover reads out your description so you certainly wouldn’t want to create a 1000-word one that’s full of irrelevant information. Just pick out a few key details that accurately but succinctly paint the picture.

How to add image descriptions on different social media platforms:

Facebook:  With Facebook, you need to include a description in the text of your post. Write your post first and then tag the alt text onto the end of the post. It’s common to put your image description in brackets to separate it from the rest of the post.

Instagram: When adding a caption to your image, click on “Advanced settings” and then select “Accessibility”. You’ll then have the option to “Write alt text”.

Twitter:  With Twitter, you can add a separate image description to an image. To do this you will need to activate the ‘Image Descriptions’ feature, which you can find in “Twitter Settings”, under the “Accessibility” tab. You’ll then actually be prompted each time you upload an image to “describe this image”.

It’s worth nothing that Facebook and Instagram have introduced automatic alt-text, a feature that uses artificial intelligence to recognise objects within images and create a description for the image.  There are two things to note on these platforms:

  • Auto-generated alt-text cannot be turned off. Every image you upload will have auto-generated alt-text, making it extremely important that you check the accuracy of the alt-text and edit accordingly. Because of this, you don’t add alt-text on Facebook, you edit the auto-generated alt-text.
  • You can only edit alt-text on a desktop computer or iOS device.

Use CamelCase in Hashtags

Whenever you’re using hashtags, always use CamelCase (capitalise the first letter of every word). Not only does this make it easier for every user to differentiate words, it also assists screen readers in reading the hashtag for those with visual or reading disabilities. For example, #WriteYourHashtagsLikeThis instead of #WRITINGYOURHASHTAGSLIKETHIS or #likethis.

Don’t Go Emoji-Crazy

A screen reader software reads out a description for every single emoji which is used, so be careful with the amount of emojis you include. For example, if someone puts four heart emojis, the software will read out “heart heart heart heart” this wouldn’t be very pleasant to keep hearing, not to mention it would be very annoying if a post was flooded with emojis!

Videos: Do you Audio-Describe or Not?

Videos don’t need to be audio-described, as long as they are audio-led. This means that the audio must be as important as what’s on screen – the video should send the same message, both audibly and visually. If it doesn’t, try to add a description of what happens in the video as part of the caption. To make them fully accessible, videos should have subtitles where possible. There are lots of apps available which make adding subtitles to your videos easy such as Camtasia.

Remember That Disability Representation Matters

Represent people with all kinds of levels of ability, including temporary disabilities like injury or limitations. This applies to all the content you share — photos, videos, written. If you’re a looking for an image, consider using a photo or artwork that includes disabled people. If you can, hire disabled photographers and artists who can best portray what it means to have a disability.

Create Trigger Warnings

With so much violence/upsetting content shared on social media, trigger warnings allow individuals to decide whether they want to interact with posts that could cause emotional or physical distress. Use the word “TRIGGER WARNING” followed by a space before your post, will tell an individual if there will be sensitive topics addressed in the content. You never know the history of others who are reading your posts, and so you might consider warning for things like assault, violence, blood, or any number of other sensitive topics.

by Scarlett Darbyshire

50 Low Budget – High Impact Marketing Strategies for Cash Strapped Businesses

Cash Strapped Business

It happens to the best of us. Whether you’re a bootstrapped start-up, or an existing business with cash flow issues, at some point or another most businesses will come to need to invest in their marketing tactics to boost their business and get some more business through the door. These fifty inexpensive marketing strategies will help you engage and leverage your customers, build lucrative relationships, and ultimately keep your brand at the top-of-mind when it comes to people searching for the product/service you have to offer.

Learn How to Ask for Referrals: You’re much more likely to get something if you ask for it! Don’t just assume your clients will pass along the good word-of-mouth about you. So do you want to get more clients? Get over the fear of asking and force yourself to get in the habit of asking for a referral from every satisfied customer.

Learn the Most Likely Places to Find Clients – and go to those places: Think of the obvious places your target audience will be and go to those places to drum up new business in person or simply just leave a stack of your business cards there.

Host a Workshop, Event or Class Related to Your Products/Services: People love to learn so classes on topics related to your products and services can bring big gains. Plan an event or class to host, then print out flyers and post them in your local community and areas where target clients will see them. Bulletin boards, libraries, coffee shops, and adult education centres etc.)

Create a Brochure: Brochures can be great sales tools as they are relatively cheap, give you some in-hand marketing material when you’re discussing your products or services and also give potential customers who want to think over your pitch to have something to take away with them.

Get Free Publicity for Your Business: Do this by involving the media (including social media!) in your big business events such as grand openings, new products launches, moves, or charity events. Don’t have one of these happening in the near future? You can always get involved in someone else’s charity event by becoming a sponsor.

Create a Website for Your Small Business: If you don’t already have one, it’s a vital necessity nowadays for a business to have a website. Even if it’s a basic one that simply presents the who, what, where and why of your business at least it gives you a home on the web and a chance of coming up in local search – critical for getting your business found nowadays. There are lots of great website building platforms out there, with WordPress being one of them.

Create a Blog for Your Business: Blogging can create a bigger market for your products or services if you share valuable, regular and engaging content consistently. You should also cultivate your blogging community by visiting and commenting on other relevant blogs regularly. (Be smart; pick the ones your customers are likely to be visiting too.)

Develop a Social Media Marketing Plan and Implement it: Developing a presence on social media is a great and vital low budget marketing strategy. Download my free eBook that has a great social media strategy template (if I do say so myself!).

Spend Money on Social Media Advertising: All the major platforms offer forms of inexpensive advertising, often with incredible targeting options. Learn about Facebook ads and Twitter ads in the above eBook.

Become a Radio Guest: Radio can be a very effective way of targeting your potential customers and is a much more inexpensive form of advertising compared to other channels such as television. Get in touch with your local radio for potential deals on airtime ads/interviews.

Develop Business Partnerships: Cross-promotion is a great way to tap into a wider audience, cut down on the cost of advertising and can create valuable relationships that benefit all the partners involved. This can be done locally offline through some kind of special event, or online with a webinar or promotional giveaway

Send out Promotions with your Invoices: A no-brainer that’s often forgotten! You’re sending out a document anyhow so why not include a promotion?

Learn How to Write a Killer Sales Letter: Whether it’s direct mail or email, once you’ve written one, be sure to learn how to maximize the response to your sales letter.

Create an Email Newsletter: This gives you a great opportunity to stay in regular contact with your customers, sharing business news, latest offers etc.

Join a face-to-face Networking Group: There’s no faster, easier way to make contacts and get known in your local community.

Participate in Local Business Trade Fairs: While trade shows are far from easy, they can be one of the most rewarding forms of marketing when approached with the right strategy. Your attendance will be rewarded with rapidly expanding your database of sales leads, meeting and connecting with prospective customers and learning about new developments in your industry.

Apply for Business Awards: Getting a business award under your belt is a great way to build credibility and generate positive PR. There’s nothing wrong with a nomination from a friend or even nominating yourself – just make sure you’re entered!

Advertise Your Business on Your Vehicle: Be seen whilst you’re out and about by putting a vinyl wrap on your car with your logo, business name and contact detail and/or place a plastic business card holder on the side of your vehicle.

Pamper Your Existing Customer: Make sure you’re not neglecting the people who already know and trust you, as typically it’s five times as expensive to make a sale to a new customer as it is to an existing one. For example you could take your best customers out to dinner using the opportunity to ask them about how to improve your business or write to your customers to reward them with exclusive benefits such as a new loyalty program or an invite to sneak preview your latest product.

Utilize Your Business Setting: Your building and surrounding land or sidewalk are great places to put up signs and banners.

Push For PR: A media story is much more valuable than an advertisement because of the credibility it gives your business. Journalists’ are looking for a compelling story to tell so help them by letting them know about an interesting story of yours involving an innovative product, unusual customer contact or gamble that paid off.

Turn Employees into Ambassadors: Your employees are part of the community and have all sorts of contacts that could help you so think of ways you can keep them motivated and utilize them.

Give Back: Channel into your inner good by sponsoring your local lads football team or having a charity collection jar by the cash register. You’ll feel good by doing your bit for the community but will also benefit by generating goodwill with customers. As an example for less than the cost of a 1/4 page ad in a local paper, you can buy team uniforms for your local sports teams and not only will you get the team, and their friends, family and fans attention but it will show a very wide audience that your business is a genuine part of the local community.

Create Instructional Videos: Video content is really valuable, but it needn’t be costly to get quality YouTube videos produced. You can research the plenty of guides out there to help, or you can get others involved on a budget by using sites such as Fiverr.

Get Ad Promo Credits: Big ad campaigns may be out of your budget but there are often discounts and coupons floating around out there for paid Facebook Ads or Google ads.

Create DIY Infographics: Infographics are very powerful marketing tools as they’re visually appealing, easy to digest, and people love to share them. All in all they’re a great way to drive up referral traffic and links. There are plenty of free vector kits out there for Adobe Illustrator. Check out Visual.ly for inspiration, they have many examples for you to browse through.

Recycle Your Content: Breathe life into your old content by turning them into new creations! For example, you could turn a collection of blog posts into an eBook.

Develop a Customer Referral Program: Word-of-mouth is a powerful tool, so encourage your existing customers to spread the word by offering a free product, free month of service, or some other reward for referring new customers.

Hold a Contest: Contests are an inexpensive, effortless and exciting way to grow your business and increase online engagement as you often only need to worry about the costs of monitoring the contest and prizes.

Guerilla Marketing: An advertisement strategy designed for businesses to emphasise the creativity and promote their products or services in an unconventional way with little budget to spend. Take a look at these successful examples.

Business Card Draw: This simply idea involves you putting a big glass bowl at your place of business with a sign asking visitors to drop their business cards in for a chance to win something. At the end of the month when you’ve collected loads of business cards, you draw a winner. The real winner here is you however as there’s no reason those other business cards you’ve collected have to go to waste! Use the email addresses provided to let users know that while they haven’t won this time, they are more than welcome to join your mailing list, which will notify them of future giveaways and special offers.

Email Marketing: A great way to get new visitors engaged with your business and maintain relationships with your existing customers. The key to success is to get new website visitors to sign up for your newsletter by offering a bonus content piece for subscribing (e.g. free ebook) then slowly nurture your subscribers via email until they are ready to become paying customers. MailChimp is a great free email marketing service.

Give Away Balloons at Local Events: For a few hundred quid you can rent a helium tank and get a few hundred custom balloons printed with your business name. This is great as a summer imitative at a fair or community event as you’ll have a bunch of happy people marching around with your brand floating above their heads.

List Your Company on Google Maps/Google My Business: Google Maps/Local presence is important for many reasons as It directs customers to your establishment when they are in the area, and your business typically appears higher in Google search rankings.

Use Google Products: Google has provided businesses with a toolbox of marketing goodies (Analytics, Google+, Google my Business etc.) that will only help your business grow. By following their terms of service and best practices, you can help your business gain recognition.

Learn From What Your Competitors Do: It’s important to look at what your competitors are doing as you can get a good sense of how they have become successful, and where they are lacking in their marketing efforts. Both of which you can apply to your own efforts.

Revisit Your Landing Pages: Landing page design can have a huge impact on your conversion rates. If you’re doing any kind of advertising or email marketing, your landing pages are where people who are interested in your offerings decide to “convert” into a lead or a customer or not so you need to regularly update and maximise them to make sure they are fit for purpose.

Make Reporters Come to You: Instead of always sending boring pitching reports with story ideas, go straight to the horse’s mouth and schedule a coffee meeting with the local relevant reporters in your market. Start the conversation by genuinely attempting to make their lives easier without trying to sell them your story and you will become a valuable resource.

Freebies: Everyone loves a freebie and there are many ways to produce freebies that cost next to nothing. For example: a free eBook on a topic of your expertise, small samples of your product, or discount coupons people can obtain in exchange for their email address.

Be Active in Forums: Join discussion forums where people are actively talking about products and services like yours, topics in your industry, and businesses relevant to your brand. This will help spread the word about your expertise, gain credibility in your industry, and build your network.

Get on Online Directories: This is one of the most efficient and inexpensive forms of marketing your brand. Many of these directories are free to register, and enable users searching for your products and services to quickly find you.

Give a Speech: Many organizations are actively looking for qualified, subject-matter experts who can present to their groups. Get over your fear of public speaking, think of the benefits and volunteer. You don’t have to be a pro as long as the information you share is helpful to the audience. Make it easy for people to associate you and your business with expertise in your field.

Be Generous: To keep customers loyal to you, don’t make the mistake of thinking that promotional items are only for conferences and tradeshows. Send your customers small “surprise” gifts as they always work to instil loyalty and retention. They don’t have to be expensive, consider items such as tea bags, pens and pads, small flashlights or things very target specific to your industry, like small packets of flower seeds for a gardener.

Team up With Larger Firms in the Industry: Find larger companies, or more experienced businesses and invite them to lunch with the intention of asking them to consider referring their smaller cases or business they don’t have time to handle, to you. With every successful referral they give you remember to send them a genuine thank you. This will help you easily build your customer or client base.

Feed Them!: Anything involving free food gets attention. Partner up with local businesses and a restaurant/ Café to throw a special event, complete with free food. Combining your database with other businesses will expose you to an entirely different segment of people for a fraction of the price.

Write For A Trade Magazine: If you want to get people’s attention and have them call you, there’s nothing like writing an article for a trade or local magazine to gain credibility and get the exposure you want. Demonstrate your expertise and position yourself as the go-to person for your product or service with this service and it will make you appear credible because a recognised publication is publishing your content.

Write A Book: The status of being a published author provides you with unprecedented access to media, speaking gigs, and other opportunities like nothing else can and the best part is that it costs nothing other than your time.

Online Reviews: Online reviews are a critical component of your business’ reputation and can do wonders for converting new customers. Let your fans review your business, then incorporate their reviews in your blog post, on your website, promote them on social media and anywhere else that is relevant and will be seen.

Host Educational Events: Partner with businesses that target the same audience as you to host “educational” events. Split the cost and the work that goes into creating the event, including inviting prospects and clients. It’s a cost-effective way to market to the other firms’ clients, to prospects, and to build a relationship with these other partners in order to gain future referrals.

Join in on Weekly Hashtag Hours like #ThrowbackThursday: To build your social media following, you need to be an active participant in the community. A great way to get your content seen by many eyes is to join in on a relevant fun weekly social media hour that already has a loyal audience. There’s a hashtag for almost anything, check which ones you could join in with here.

Go Back to Basics: In an online age, there’s still something to be said for going back to basics and conducting some ‘real life’ marketing. For example you can go old school with flyers and poster in local cafes etc.

BONUS! If it’s social media marketing you need help with there are many ways I can help you for free, take a look at this! Or if you can spare 8 quid then my new book is filled with more social media tips than you can shake a stick at!

by Scarlett Darbyshire

A Message to Business Owners Struggling With What to Charge

Know Your Worth Quote

So… I posted a little article on why you business owners out there NEED to charge your worth and value yourself and your work. I never expected to receive over 101 thousand reactions to it! (and counting!) This makes me so happy to know it resonates with a lot of you out there. Us freelancers, business owners, mumtrepreneurs, those with a full-time gig but trying to get their dream business of the ground in their spare time.. whatever you are and wherever you are in the world… it all begins with valuing and believing in yourself – after all, how can you expect others to value your work, if you don’t by underselling it.

Remember, you don’t get paid by the hour, you get paid for what you bring to the hour. This is your Monday reminder about the awesome work you do!

HERE’S THE ORIGINAL ARTICLE ON LINKEDIN 👉

💭 Thought of the day!

So, i’ve just finished at a lovely networking event, with the same burden troubling a lot of the business owners in there. They say ‘Am I charging too much’ or ‘I really need the money even though I know the budget isn’t near enough’ or commonly, ‘The client says they can’t afford me and want it cheaper, what are you supposed to do then.’

✊ I said to them, stick to your guns, YOU ARE WORTH IT. You should never base your rates on what you think the client can pay. Base them on your experience and the value you’ll bring to their business. If they think it is too much, show how your work will have an big beneficial impact for them now and in the future and communicate why the cost is what it is. If they still ask you to come down in price, then move on. Otherwise it sets up an expectation that you will always charge so little.

No one will ever give you more money than what you ask for, so don’t undersell yourself.

I had a client “negotiate” a rate for an package once. I gave in and every added job after that he tried to nickel and dime me down for a lower rate. When I called him out on it he said “he was negotiating… that’s just how business worked” 🙄

I finally got the courage to say no and just walked away.

Luckily, us business owners have come to learn the early red flags that show a client will be hard work – with brash negotiating of fees one of them.

Having said that, I get it. If money is being offered and you have nothing in the bank, with bills piled up to your eyeballs, it can be so tempting to take the money and do the work. Albeit unhappily. If that’s the situation you find yourself in, then if you have to lower your rate, lower your offering to match. Client wants to pay £XXX less, then do less blog posts, write less articles per month, lower the word count, don’t include the touch-up package from your shots, post less social media posts on less channels… or whatever you deem appropriate for your industry.

If you are in a position to be firm and say no to lowering your rate, be professional and just saying something like, “I’m sorry I’m out of your budget. I’m always happy to work on it later if you’re able to meet my rates.”

Just make sure you’re happy to do the work on YOUR terms. You are your own boss, choosing who you work with and for how much for is one of the benefits!

Saying no to bad clients who don’t respect you, your work or your time, only opens up your time to work with ones who do! And there are plenty of lovely businesses out there!

I hope you enjoyed this article! Why not join me on LinkedIn? I’d love to connect with you! 👉 http://www.linkedin.com/in/scarlettdarbyshire/

by Scarlett Darbyshire

Powerful Call to Action Phrases You NEED to Use in Your Social Media Content!

Megaphone

Having thousands Facebook Likes or Instagram followers is great, but it doesn’t mean anything if those followers never take any action. Whether it’s a tweet, blog title or text in your ad, every word you share in an update needs to inspire people to do something beyond just reading it. Words are very powerful and for social media to be a successful addition to your marketing strategy you must learn how to right copy that converts!

What Does a Call to Action Mean?

A call-to-action (CTA) is an image or text that prompts your visitors, leads, and customers to take action. It might be signing up for your email list, buying a product, investing in a service, or following you on social media.

Call-to-Action Statistics

  • Almost 90 percent of website visitors read headlines and CTA copy. Many of them don’t read anything else.
  • Full-screen CTAs, such as exit popups you create through Hello Bar, perform better than any other position for CTAs (up to 25 percent conversion rate).
  • Color can make a huge difference in whether or not people click on CTAs.
  • More than 90% of visitors who read your headline also read your CTA copy. (Unbounce)
  • Emails with a single call-to-action increased clicks 371% and sales 1617%. (WordStream)
  • Adding CTAs to your Facebook page can increase click-through rate by 285%. (AdRoll)
  • By forcing visitors to watch an informational video on their services before presenting a CTA, Kimberly Snyder increased conversions by 144%. (QuickSprout)
  • For KISSmetrics, a CTA within a video gets 380% more clicks than their normal sidebar CTAs. (QuickSprout)

CTA Phrases to Persuade

If your intent is to persuade people to choose your product/service, here are several phrases to try incorporating into your call to action:

  • “Try it free now” or “Start your free trial now” Everyone loves a freebie. This CTA is good because instead of straight up asking a prospect to hand over money for your product/service, you’re offering a free ‘test drive.’
  • “Join now and get…” Here you’re simply asking your audience to reply to your message to get something of value in return. It could be an e-book, a free sample, or a template, just make sure it’s relevant to your audience.
  • “Start now to get…” or “Your Journey to X Starts here” or “Start now” infers to your prospect that they are about to begin an exciting process — with the rest of the CTA telling the user how he or she will benefit.
  • “Talk to an expert now” This is a great CTA to use for an online chat opportunity or when you want the prospect to call. Telling your prospect that you are a team of experts, will automatically make them feel safer in your hands.
  • “Learn more about us at…” Prospects at the top of the sales funnel are collecting information, learning about brands and your industry without knowing exactly what they want yet. Using a CTA that invites people to learn more about your business can be extremely effective at building brand awareness. When prospects decide they’re ready to buy, they’ll have your business name at the top of their mind.
  • “Please don’t hesitate to call us” Let your customers know you don’t mind talking to them over the phone. These types of CTA’s belong on every page of your site.
  • “Order now and receive a free gift” If you can tempt prospects with a free gift, they’re more likely to buy the original product. The free gift on offer doesn’t have to be physical, it could be a discount off a future purchase or a downloadable template for example.
  • “Get yours now” A personable CTA subtly telling the consumer that you want him or her to have something valuable — something other people might want.
  • “Request your FREE quote today” Giving a free quote costs nothing but time to you, but once you have the prospect communicating with you it may just turn to a sale!
  • “Click here to get free shipping” Use this popular CTA to overcome one of the chief barriers to buying products online – shipping costs!
  • “Money-Back Guarantee offer here” When you offer a money-back guarantee, consumers feel more confident trying out your product or service.
  • Activate X Today! Using a CTA like this one puts the prospect in the driver’s seat and motivates them to act. These call to actions work well if you’re offering a discount on products or a free demo of your service.

CTA Phrases to Create a Sense of Urgency

Creating a sense of urgency encourages customers to act now instead of holding off making the purchase. Here are some effective call to action phrases that you should consider using as the sooner you can get people to take action, the better!

  • “Download here immediately.” Or “Download here right now” Strong adjectives promote urgency and encourage click-throughs.
  • “Act quickly or you might lose it” Loss-aversion is a common psychological principle that is proven to work! Get the point across that if they don’t act now, they might lose something valuable.
  • “Reserve your spot now” Same principle as above! Tell your prospects that if they don’t sign up and reserve their spots, they run the risk of leaving it too late.
  • “Order now while there’s still time!” Urgency is often a key element in effective call-to-action phrases. Subtly pressure consumers into acting now rather than waiting until the opportunity passes them by.
  • “In a hurry? Call…” Call-to-action phrases like this one let the consumer know that you’re willing to respond to their needs right away. A perfect CTA to use if you offer out-of-hours or emergency services.
  • “It’s very important that you respond promptly” With this CTA you’re telling the prospect that if they don’t respond right away then they might lose out on something good.
  • “Offer expires very soon” A powerful, snappy CTA that clearly states there’s an offer on the table, but if you don’t snap it up, you’ll miss out.
  • “For a short time only” This CTA is popular during sales or clearances. It’s clearly stating that here is a chance to buy a limited-edition product, take advantage of a big discount, or get some other benefit. But only if you act now.
  • “Limited availability” a great CTA as it creates urgency and infers your product is highly popular. A win-win for you as it serves as a form of social proof as well as an incentive to act quickly.
  • “Expires at midnight tonight” It gives a definitely end point to the sale, so your prospects know they have to act quickly as the clock is ticking.

CTA Phrases to Imply Exclusivity

A very effective way to make people act is to imply exclusivity with whatever you’re offering. Try these phrases out to get people taking action and jumping at the chance to be a part of your product or service to not get left out of the group.

  • “I invite you to…” Everyone needs to feel wanted and special —foster that sense of belonging by giving the impression that you’re personally inviting your prospect to do what you want.
  • “Join X Other [Category] as Subscribers to My Email List” A great CTA for social proof. This CTA comes in many forms for example “Become one of the X people who subscribe to my emails.” Or “Join the club! Over X request my emails. You could, too!”
  • “Request an invitation”
  • “Members Only”
  • “Only available to X”
  • “Pre-register/Pre-order”
  • “Exclusive access”

This is an excerpt from my book ‘The Ultimate Beginner’s Guide to Social Media for Small Businesses: A Comprehensive, Jargon-Free Guide to Social Media Marketing For Those Who Just Don’t ‘Get it’!’ – Available now on Amazon in Kindle or Paperback!

by Scarlett Darbyshire

The Ultimate Social Media Marketing Plan for Your Accountancy Practice!

Accountant Photo

In today’s digitally driven world, properly utilizing social media is necessary for those who want to remain relevant and competitive—and that includes accounting businesses. With so many opportunities for growth and relationship-building, social media, if done right, provides a unique platform for long-term marketing success.

As we all know, social media has changed the way we receive and exchange information—it’s the new word-of-mouth marketing and it’s how your prospects and clients network. Just as emerging technology changes your daily workflow, it also impacts the way you interact with prospective and existing clients. Your social presence, or lack thereof, can be critical to your businesses continuity. Today’s conversations, research and buying decisions take place online. This means social media is no longer optional as a communication channel—it’s essential.

Many Accountants embrace social media and use it as a means to communicate and promote their services, share informative and valuable expertise and to encourage conversations and nurture relationships. Moreover, an accountant’s presence on social media platforms comes not only from its own online activity, but also from everyday visitors and clients past and present who share content and express their opinions and experiences on platforms like Facebook and LinkedIn.

These ‘big three’ are by in large the most popular social media platforms being used by accountants, as each brings a unique element to the social media marketing mix that, when combined, makes for a powerful strategy.

  • Facebook is probably the first platform you think of when social media is mentioned, it’s fun and friendly but has an increasingly serious business purpose. It’s a great place to show your firm’s personality and reach out to prospects.
  • LinkedIn was created specifically with business and employment in mind, it is the professional, ‘grown-up’ face of social media. The hundreds of millions of profiles include business leaders and decision makers, which make it the most extensive networking platform ever.
  • Twitter is broad spectrum, everyone from POTUS to the Pope has a handle. The limited characters needn’t limit your message, it ensures you keep things to-the-point but by using links to interesting articles, blogs, stories it’s easy to share much more than the time of day.

For those businesses that handle their social media channels well, they benefit from being able to;

  • Share positive experiences with others
  • Keep the brand in the minds of customers and prospects, thanks to repeated exposure
  • Talk to customers about their needs – which helps grow the business
  • Expose marketing messages to new prospects.

Having said all this and shown the benefits accountants performing strongly on social media enjoy, even more so fall into the common pit-fall of irregularly posting a handful of self-serving social media updates that link back to their website “about page”, or a blog that holds the same information as other people in the industry, which does not differentiate them in the market place, nor position them as a trusted advisor. In basic terms, a lack of social and content strategy means a failure on their part to fully engage with this mass audience that’s waiting to be talked too and advised – and start reaping the benefits to be had in doing so. This is unfortunate for those businesses, but great news for yours who are looking to take a more proactive approach to social media marketing as you can learn from competitor mistakes and make your name come to mind first when a potential client searches online for ‘Accountant.’

When it comes to a strategy, an accountancy will be best served by implementing a robust and consistent content plan that allows them to promote their activities and business news and become an industry thought leader by sharing valuable, informative contributions and insights that will engage and provide advice to their audience.

What do your clients care about? Accounting probably isn’t too high on their list but personal money management, small business ownership and how changes to legislation will affect their family or business are several of many ‘pain points’ of your ideal client. So whilst sharing a blog post about de-stressing for the self-employed or a news article on “Small Business Saturday” doesn’t directly bring new clients in, your followers will recognize and appreciate that you care about their “big picture.”

Engaging with your followers in this way enables you to uncover their pains or issues they may be experiencing and directly post content that provides a solution to it, helping you  cut through bland and uninspiring social media updates of competitors and attract your ideal client.

Facebook

Where Facebook can really be leveraged for an accountancy is within the use of its extensive potential for user engagement. With over one billion active users, it is likely that many of your clients and competitors may already be there. It is compatible with any type of multimedia content meaning you can post videos, photos, and links to external content, allowing it to enhance and support your other online marketing efforts e.g. blog posts. In addition to this, the robust advertising options offered by Facebook are a brilliant tool to leverage to ensure content is directly seen by a highly targeted audience of your choosing.

PurposeKey Metrics
 

§  Generate Engagement

§  Increase Brand Awareness

§  Generate Leads and Sales

§  Strengthen Customer Service

 

 Likes

Reach

Conversion

Engagement

Twitter

Where Twitter can really be leveraged for an accountancy is within its use as a real-time public information network that gives your business greater exposure in web search results and makes it easy to build a community of potential customers who are there to discover and share interesting content. Twitter can also benefit an accountancy through the use of both creating and joining in with existing Hashtags. Twitter Hashtags categorize topics and discussions so users can quickly and easily connect with businesses and individuals with a common interest. In addition, they can also be used as keywords to help easily find and connect with your target audience.

PurposeKey Metrics
 

§  Increase Engagement

§  Establish Network

§  Increase Brand Awareness

§  Strengthen Customer Service

 

 

§  Follower Quality and Growth

§  Brand Mentions

§  Retweets, Replies and Lists

§  Reach

§  Conversion Rate

Blog

Where Blogging can be really utilized for an accountancy is its use in improving search engine rankings and boosting industry perception placing you as an authority in your sector.  By regularly updating your corporate Blog with valuable, interesting and relevant industry analysis and comment, it shows that you have a deep interest in your sector and are more informed than the average participant; giving potential clients a compelling reason to choose you over competitors.

PurposeKey Metrics
§  Increase Engagement

§  Increase SEO

§  Establish Authority

§  Generate Brand Awareness

 

 

§  Reach

§  Engagement

§  Authority Share – Cites and References

§  Audience Growth

§  Conversion Rate

§  Subscribers

§  SEO Improvements

Example Blog Post Titles

  • End of Tax Year Changes 5th April 2018 – What You Should Be Aware Of
  • Ultimate Business Guide to Tax Rates, Thresholds, and Allowances for 2018/19
  • Self Assessment: What happens if I miss the deadline? And other Common Questions – Answered!
  • Want to become self-employed? 5 Top things to consider before you make the move to work for yourself.

LinkedIn

Where LinkedIn can really be leveraged for an accountancy is within the ability to demonstrate expertise and show yourself as an authority within your sector. Furthermore, it can be utilised as an avenue to promote career opportunities, general company news and updates, raise brand awareness and as a resourceful knowledge base where you can learn, discuss and stay on top of industry news as well as connect with other professionals in your industry.

PurposeKey Metrics
 

§  Increase Brand Awareness

§  Generate Leads and Sales

§  Connections and Networking

§  Increase Authority

 

 

§  Number of Business Leads

§  Performance of Updates

§  Engagement Rate

§  Follower Demographics

YouTube

Where YouTube can really be leveraged for an accountancy is by recognising that with the power of video, YouTube’s massive audience, and AdWords’ targeting tools, you have the ability to reach new customers easily with a great resource that not only improves search engine rankings, but by providing informational and entertaining videos you can help spread your message and allow others to get to know your brand better and in a positive light.

PurposeKey Metrics
§  Increase Brand Awareness

§  Generate Leads and Sales

§  Improve SEO

 

 

§  Video Views

§  Engagement

§  Significant Discovery Events

§  Audience Demographics

§  Video Engagement

§  Audience Retention

§  Video Shares

§  Subscriber Rates

 

Example Content and Activity

Activity (Minimum Suggested Amount)Content
1x Weekly Blog Posts 

 

Post blog post on a specified day in the week

Promote the latest post regularly across other social media platforms

Daily monitoring of blog, responding to any comments and interactions

 

5x Daily Tweets

 

Go through and find relevant influencers/ local businesses etc. to follow.

Search for and utilise any relevant trending hashtags.

Respond to questions and general interaction from followers.

Relevant retweets of positive brand mentions, customer reviews/photos and local news and events.

Go through and unfollow inactive/unnecessary accounts (if applicable).

 

 

1x Daily Facebook Post/ LinkedIn Post

 

Daily look for relevant influencers/ business pages etc. to like and interact with.

 

Respond to questions and general interaction from fans.

 

Sharing of any relevant and interesting items – positive brand mentions, customer reviews/photos, local news and events etc.

§  Update Audience on General Business News/Developments

 

§  General Content from the Website repurposed for Social Media

 

e.g. Claiming back money spent is a big perk of being self-employed – but you can’t just claim anything and everything. Check out our handy guide to Claiming Business Expenses in our latest blog post [Insert Blog Post]

 

e.g Confused by the ‘Making Tax Digital’ Plan HMRC have implemented? Our approachable team of specialists can help you understand how this government plan will transform how businesses and people pay tax. Call us today to arrange a no-obligation meeting.

 

§  Content (Both original and shared from news sources] about the Areas/Locations You Work in

 

§  Customer Testimonials

 

e.g. We’re hugely grateful to have recently received this wonderful five-star review for our accountancy services [Insert Testimonial]

 

Find out how we can help you by arranging a free no-obligation meeting with us! [Insert Website Contant Link]

 

§  General Facts, Tips and Information surrounding the Industry

 

§  General Industry news and events that are interesting/relevant

 

e.g. Self-employed stress relief: how to keep calm and freelance on via @AXAUK [https://www.axa.co.uk/insurance/business/business-guardian-angel/self-employed-stress-busters/]

 

e.g. Why 2018 is the perfect time to start a business in the UK [https://startups.co.uk/start-uk-business-now]

 

§  Engaging Industry Related Questions

 

e.g. Fill in the Blank: The best thing about being self-employed is _____

 

 

§  Any Special Promotions, Offers, Events you are Doing/Hosting/Helping

 

§  Competitions

 

 

§  Give Peaks of Behind-the-Scenes Business Activities –Sneak Peeks of Future Work, Something Interesting in the General Work Day

 

§  General Useful Information – any special ways of doing things? Any events coverage? Have you featured in the press recently?

 

e.g. Has your business ever played a role in a client’s success story? If you have a client with a particularly inspiring rags-to-riches story or a wildly successful business venture, see if he or she would be interested in being featured on your social media page(s).

 

§  Job Postings/Opportunities

 

by Scarlett Darbyshire

How to Effectively Incorporate Social Media into Your Website!

Social Media Banner

There is no one-size-fits all approach to integrating social media into your website: however, a combination of the following strategies are sure fire ways for any eCommerce brand to really start leveraging the power of the social sphere.

Homepage Feeds

Homepage social feeds represent an incredibly powerful means of bringing your product to life on-site. Such feeds can help your site feel more human and less like a sales pitch. If you decide to integrate a social feed into your website, keep in mind that you need to ensure that your feed only contains high-quality images and content worthy of your homepage versus unrelated selfies or advertisements. Feeds are a form of social proof, arguably the most important psychological trigger when it comes to drawing in new customers.

Social Buttons

Social buttons are an absolute must do for any brand, this is especially true in today’s world where customers are spending a bulk of their time on Facebook versus on-site, it’s incredibly important that you make following your business via social a one-click process versus forcing followers to try and find you. You can also use social media buttons on your website to increase sales: such buttons can promote your brand’s social media channels as a way for visitors to hear about contests or promotions you may be running. Regardless of where you place your buttons, you should keep the following in mind before rolling them out:

  • Make sure that your buttons mesh with your site’s layout and colour scheme.
  • Only highlight the social platforms that you’re active on: if you’re only active on Facebook, Instagram and Twitter, for example, don’t bother linking to your dead Pinterest page.

Hashtags

There’s perhaps no easier way to encourage social sharing than by creating a hashtag. Not unlike social buttons, hashtags can be implemented throughout your brand’s visual content to provide customers with a hub of discussion and sharing for your brand and its products. Beyond coming up with something unique, keep the following in mind as well:

  • Keep your hashtag short and sweet (the ideal hashtag length is said to be under 11 characters)
  • Be prepared to curate your hashtag in order to avoid spam or potentially irrelevant images
  • Pick something that you can use for the long-haul: the more you use your hashtag throughout your marketing, the more likely it is to catch on.

Product Pages

Social media represents the modern word of mouth: buyers want to show off and share to others about their purchases. To feed into your customers’ needs to share, ensure that you have social sharing enabled on your product pages. Be careful however as it’s crucial that the social buttons on your product pages should not interrupt the buying process, but rather provide a way for customers to receive one-click feedback on their next purchase. Keep the following principles in mind as a means of optimizing your products for shares:

  • Do not use the same social buttons on your homepage and product pages: your product buttons should be smaller and stylized differently.
  • Only offer sharing to the social networks where it makes sense: Facebook, Twitter and Pinterest are much better than somewhere such as LinkedIn.
  • Make sure that your plugin captures your product’s image and description appropriately as it’s shared
  • Don’t forget about the importance of your customers’ experience once they’ve landed. Give them a chance to share their experience in the buying process: you may be surprised at how many of them are more than happy to sing your praises.

Social Sign Ins

Did you know that 73% of users prefer to log in to a site with social login, as opposed to providing an email address and creating a new account?  Improve your website visitors’ experience with social login and increase your website registration conversions and retention. The benefit of social sign-ins are two-fold: visitors can browse your site without the annoyance of creating a new account and they can comment on your blog with ease.

Include Share Buttons

If you sell a product or run a full-fledged eCommerce site and you haven’t added share buttons to your product pages, you are missing out on a whole host of potential social impressions. Share buttons should enable website-goers to seamlessly share or recommend a product. Two broad tools that can help with this are AddThis and ShareThis. Both provide efficient and easy-to-use solutions for social media sharing across eCommerce sites with the added benefit of analytics to see how the content is getting shared.

Social Proof

With 79% of consumers trusting social proof as much as personal recommendations, it’s important you integrate the proper social widgets on your website to increase sales and website conversions. One way to do this is to use one of Facebook’s social widgets, such as the “Like Box”. This feature shows your visitors that you’re a credible source, their friends also like your Facebook page, and that you’re a legitimate product or brand. As an added bonus you’ll also be able to increase your Facebook likes with this social media integration.

Making Social Part of the Retail Experience

There are many other ways to integrate social media to improve conversions, streamline customer services and drive repeat business and referrals.

  • Improve your post-purchase page with a range of social cues (i.e. Share your purchase) to enhance the customer experience, and to spread the word about your business.
  • Add a simple sharing section which allows a user to send a tweet or a Facebook status with a link to the product they just bought.
  • The post-purchase page can also include quick links to your social media channels, email newsletter and links to access customer services too. This is also the place, as well as in order communications, to share any referral discounts you offer for customers who share with their friends.

Reviews and Ratings

Social customer service is just as important as other functions like contact forms, call centers and live chat, so make sure you offer a good service that customers can access. Reviews help reassure customers, improve SEO and encourage repeat business. Linking social sign-in to your reviews set up will more than likely lead to more reviews from customers, as it just makes everything easier and more streamline. Make your social customer service easy and obvious to access by displaying it prominently on your help pages.

This is an excerpt from my book ‘The Ultimate Beginner’s Guide to Social Media for Small Businesses: A Comprehensive, Jargon-Free Guide to Social Media Marketing For Those Who Just Don’t ‘Get it’!’ – Available now on Amazon in Kindle or Paperback!