Diving into digital marketing can be overwhelming! If you’re not getting the results you want, you start to question yourself… Are you doing it “right”? The truth is social media can be a great place to connect with potential customers, but it’s not always easy! Here are six tools you can use to improve your results and maybe save yourself a little time.
Content
Creating awesome, effective content your audience will want to share and engage with is NOT easy and it can be pretty time-consuming. However, it is necessary to build a following and to tell Facebook that you are a relevant, real page.
Many people don’t know this, but it’s speculated that your page’s reputation in the eyes of Facebook has an effect on not only how often your organic content shows up in feeds, but your ads’ CPM (cost per mil). That is to say, a Facebook page that posts engaging content frequently will pay LESS to have their ads shown on Facebook. In our experience, this hunch is correct! Makes sense given how much they value the user experience.
This also means that you should be responding and reacting to comments on your content and interacting with other pages online. You want to send as many positive signals into the algorithm as possible.
If this is starting to sound like a lot of work, that’s because it is. Time spent creating assets is one of the top reasons businesses choose to outsource. If this is you, we’d love to help.
Facebook Pixel
The Facebook Pixel is a small piece of code you install on the header of your website pages. It gives Facebook access to user behavior on your website. You’d be able to see and build audiences from people who visited specific pages or took specific actions on your website.
This is VERY important because, without the pixel, you can’t retarget website traffic, you can’t optimize your ads for conversions, and you don’t have access to the reporting tools you need to make sure your ads are working.
One last thing, the Facebook Pixel does not have access to data previous to its installation. That means that it only starts building audiences AFTER it’s installed. Depending on how much traffic your site gets, it might take a while for the pixel to build usable audiences.
Installing the Facebook pixel is one of the first steps in our setup process.
CRM
You’re probably already using one of these. A Customer Relationship Management tool (like JobNimbus or Acculynx for our roofers) allows you to keep track of your customers – When did they sign up? How much have they paid? What pictures were taken on-site? Is there anything else we should know about the customer?
This is important for social media for three reasons.
- Facebook users love real images — If you can provide images of your work, it builds trust with your audience.
- Custom Audiences — Facebook allows you to upload a client list and pull a “Lookalike Audience” from it. This means Facebook will find people within your service area that “look like” your customers. Neat, right?
- Reputation Management — Knowing which customers are likely to leave you a positive review could be the difference between 1 and 5 stars on Google.
As part of our setup process, we’ll request access to your CRM. This way, we can automate certain processes (like asking for reviews) and optimize your ads.
Google Analytics
Similar to the Facebook Pixel, having GA on your website gives you so much insight into your customers and their habits. You can leverage this information to your favor to better your digital marketing results.
BirdEye
This is a reputation management tool. If you are not currently using one, you’re missing out on tons of positive reviews that can better your reputation and build trust with potential customers. You simply upload a list of your best, most loyal, nicest customers and they’ll take care of sending out branded text and email review requests. You can also use your custom link to ask customers for reviews right on the spot.
Setting up Birdeye is also part of our setup process. Reviews can be a total game-changer in digital marketing and social.
HailTrace
If you are a contractor who works weather-related damage – you need this tool. Not only can you see exactly which areas have been hit by wind or hail, but you’re also shown how many homes and businesses are in the area and even some CompanyCam photos.
You can use these maps to run hyper-targeted ads on Facebook with a specific storm offer.
There are many other tools out there that can help you succeed on social – but these are a great start. We’ve used these tools to generate excellent results for our clients month over month. Check out some of our case studies here.
If you think you need more in-depth help or guidance, schedule a strategy session with our CEO! We’ll go over your business, your current marketing efforts, and brainstorm some ideas as to what we could try next. If nothing else, you’ll walk away with a better understanding of your business’s digital marketing and social media strategy. Schedule your session here!
