Digital Marketing

by Phil Aston Phil Aston No Comments

Don’t Put All Your Eggs Into Social Media – Your Website Is Still King

Phil Aston

A few days ago I almost lost my Twitter account. This was due to an error on Twitter which locked me out of my account.  I then spent a very worrying 24 hours talking to the Twitter Support Bots trying to get it sorted out.  Don’t Google Twitter Support, the stories will not fill you with confidence at all!

The worst part was when the automated support message from Twitter said.  ‘We suggest you open up a new account and start again’. After spending almost 9 years on the Twitter platform and with 30K followers the idea of just starting again was a bit depressing, to say the least.

It did make me think about how much we rely on Social Media platforms to expand our business.  We have to remember we have no control of these platforms and they can change at a moments notice.  For example, having 100, 000 followers on Google Plus meant a lot in 2013 and now not a lot.

All of us use social media now more than we have ever done before and we can sometimes neglect our own websites. For many of us, our discussions now take place on Social Media. The fact is your website should still be the centre of your content universe.

You have to remember that you don’t own the real estate you have on any social media platform, the only place you can say that you do is with your website. Here you have control, it’s your domain name and your content.

If a social media platform decides to change it’s algorithm or change its terms of service you could easily lose part of your revenue or audience. Make sure that you don’t put too much of your business on one Social Media platform.  Safeguard yourself in case anything happens by building up an audience on several platforms and keep up-to-date with trends and where your audience is.

With your website at the center of what you do you can post out to the different Social Media platforms with links to your website.

If you do get locked out of any social media account make sure you have backups of your passwords, email, and phone numbers.  If you update your phone number make sure you update your social media accounts if you use additional verification.

Phil Aston

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by Phil Aston Phil Aston No Comments

Facebook News Feed Changes and Your Business Page 2018

Facebook News Feed 2018

What does this change mean for Facebook Business Pages and public content?

“Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.

As we make these updates, Pages may see their reach, video watch time and referral traffic decrease.

The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it.

Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution.
Pages whose posts prompt conversations between friends will see less of an effect”.
From The Facebook Announcement – January 11th 2018.

What should You Do?
What this means is that everyone should now have a Facebook Advertising budget and be using it like any other marketing media.

Engagement will help but overall if you want to be seen by the people who like your content and be discovered by new fans and customers you need to advertise.

Facebook advertising is still very cheap but I expect this to change this year.

Many businesses will also need to up their game.  By that, I mean responding to comments, messages and likes faster and with more thought.  The fight to get into your fans news feeds is now extremely important.

Advertising and great quality content can do a lot to help you get to see and heard, but being shared by your fans will also help with your visibility.  The aim has always been to build trust and relationships this should now be part of your content strategy.

The targeting and reach on Facebook is still the best way to reach your customers. It can be complex so if you want help please get in touch.Below is the link to the full Facebook announcement.

Phil Aston
Genius Loci
01736 719342

#facebook #pages…/news-feed-fyi-bringing-people-cl…/

by Phil Aston Phil Aston No Comments

Are you still using Twitter the same amount as before?

I have started to notice for a lot of my clients (yes they are posting a bit less) the amount of website referral traffic coming in from Twitter has really dropped. Almost all the social media traffic now is coming in from Facebook.

I am not sure if this is making people think that Twitter is less important and they are putting less effort into it.

There is also no doubt that more people on Twitter are simply broadcasting themselves or sharing other peoples content with no input from themselves.

So I wonder when I see in the news that Twitter is having a bit of a renaissance (perhaps because of people like President Trump) is it really? I do feel you have to engage more and talk more to get the level of engagement you used to get.

I have acquired quite a few clients from Twitter but even I am seeing a drop in engagement. What I am seeing is groups of people following me for a few days and then disappear so they are using an automated system for getting more followers. I am also seeing what is obviously a lot of scheduled posts which creates a lot of noise and little interaction.

So are you using Twitter the same, using it differently, or walking away?


by Phil Aston Phil Aston No Comments

Facebook Advertising Tips – Google Campaign Builder

Video Text Below

Here is a little tip when setting up your Ads on Facebook.
I know you probably have a Facebook Pixel, and if you haven’t, make sure you have. But what you want to do is track how people are coming to your website from Facebook.

Facebook is brilliant at taking your money and it can give you lots of stats but they are not always accurate.

So my Facebook Ads tip is that always use the Google Campaign URL builder first of all.  This will help generate a unique URL for the page you want to send people to.

This will allow you to stipulate who you are advertising, with, the medium, creative copy so you can see how each Ad is performing.

Use the Campaign URL builder first before you set up your Ad on Facebook.  Then you can make sure you use the same campaign name, Ad name and demographic identifiers when putting your URL in place.

If you want any help with your Facebook Advertising then please get in touch.




by Phil Aston Phil Aston No Comments

Being an entrepreneur – The work life balance

Being an entrepreneur is about finding your own path, using your own footsteps, not just putting on someone else’s shoes. You don’t have to be anyone else but yourself.

Video duration 2mins 30 seconds – text below

I am actually a fan of Gary Vee. I am sure many of you know him. He is a very loud American who swears a lot. He is always hustling and runs a large media company in New York and wants to buy the Jets. I have bought his books and I watch a lot of his videos.
However, I am not like Gary Vee. His idea is that you should be hustling 14 hours a day. A lot of his videos start with him running around New York in his sneakers, drinking coffee at 5am and making connections.

I am happy to build my business and class myself as an entrepreneur. However, my entrepreneurship is based on work, life balance and being in nature is the balance.
I need to have time to recharge my batteries, actually I don’t function that well if I am hustling all the time. I need time to be in the landscape, I need time to walk, time to have some stillness, I need time for a bit of mindfulness, I need time to be creative. I need time to think about how I can help my clients and just working flat out is not my idea of building an empire.

In fact I do not want to build an empire. I want to build a business that is sustainable, ethical and gives me time to support my family and enjoy my life.
I have seen so many of my contemporaries kind of fall off their horses and not get on them again through burn out or more serious issues and I am determined and will try my damnedest to ensure that will not happen to me. I know how easy it is for that to happen. It is great to be busy all the time, checking things all the time, but you need to have space, you need to have space between what you are working on so you can create new ideas and live your life.

So yes, Gary Vee is a great inspiration, but there are aspects of what he does that I don’t sign up for. The whole thing about being an entrepreneur, is finding your own path, using your own footsteps, not just putting on someone else’s shoes.
So great for Gary Vee, I still like what he does, but find your own story and share that, document that. You don’t have to be anyone else but yourself.

by Phil Aston Phil Aston No Comments

Should you spend your Facebook advertising budget on getting likes for your page?

People are obsessed with numbers, it is true if you have a large follower count it does make you look like more of an authority.

If you are starting from scratch with just a few hundred followers you do not want to spend more on trying to increase your follower count as this can be expensive.

My suggestion would be to spend your advertising budget on targeting people who will sign up for services or buy your products.

You will see more of a return on your investment and those people in turn will share your content to their friends and like your page in turn.
So think about your products and services and don’t get too hung up on the numbers initially.

If you want any help or advice with your Facebook Advertising, please get in touch.

Phil Aston

by Phil Aston Phil Aston No Comments

Tourism Marketing – What Makes you Remarkable

What makes your business remarkable, what gives you the edge?

I look at many hotel websites, I look after them and help with their marketing. This means I am always looking at tourism related websites. So I look at them from a view of making a booking and for research.

One of the things that is really becoming apparent, is how many of them are starting to look the same. Fantastic pictures of food, artistic pictures of rooms, all done up as you would expect to look, with beautiful and stylish interiors.

However, the problem with this from the perspective of your potential guests, is that they will only be on your website for literally 30-40 seconds before they move on.
What makes you stand out from what your competitors do? What will make someone choose your hotel?
Is it going to be your offers? Your Facilities? Or is it going to be your location?

When people book somewhere, like a hotel, they are looking for an experience. What is it that makes you remarkable? For many people it will be your actual location – people buy with their eyes.

When you look at this video, you can see the sea in the background. So, some of you might be thinking “I might listen to Phil”, and some of you might be thinking “Where is that beach, I want to go!”

So, many times your location will be what makes you remarkable and different from your competition.

Phil Aston

by Phil Aston Phil Aston No Comments

Pricing and Launching New Products

I offer many services to clients and sometimes find myself being hired for one particular one while other providers supply the rest.

The problem with being hired for just SEO is people do not realise what other skills you have.  I work a lot with retail and start ups.

The issue with being seen as the SEO guy is you can be brought in much later in the process.   I had a client who who was manufacturing a new range of products. It was a  great idea and they had an small team of suppliers all providing parts and services.   I asked what the price of the product was, which sounded great until I also asked how much it cost to produce.

There was very little margin left for profit and if one or more of the suppliers had put up their price, or postage prices increased, it would leave nothing.  They also had not taken into account how much budget would be required for marketing online.  Once you launch a new product online it is very hard to increase the price later on.

Having a healthy margin means you can offer bundles, special offers and still make a profit.

It also means if suppliers do increase prices you have room to breath and innovate.


by Phil Aston Phil Aston No Comments

Should you advertise on Facebook or Google Adwords?

Video Transcription Below

Now, the thing to remember is on Google Adwords, when people search they are in the mood to purchase. They are looking for a solution to a problem or something they would like to do, so they are actually in the mode of buying. So if you are trying to book a restaurant or somewhere to stay for a holiday and you see an advert it is essentially answering your query so you are thinking about purchasing.

On Facebook or any kind of social media advertising you are interrupting people . They are busy minding their own business, looking at things that they like and your advert appears and interrupts their newsfeed. It may interest them enough to take them away to find out more about it, but they were not thinking about buying your product or service, so that is the difference.

What this means is that both strategies will work, but the Facebook route with take longer as you will need to engage with people and build trust. However, when they do purchase or book with you they are more likely to share with all their friends giving you a much larger audience with a personal recommendation added in . So the benefits of advertising on Facebook will be far reaching.

My advice would be to start with Facebook Advertising and then look at Google Adwords. You can experiment with a smaller budget and have excellent targeting with Facebook.

It also does depend on what you are trying to sell. If you are an accommodation provider and have some late availability, then Google Adwords is going to work better for you than Facebook.

If you would like any help or advice with Facebook Advertising or Google Adwords then please get in touch.

Genius Loci Media | +44(0)1736 -719342

by Phil Aston Phil Aston No Comments

Google Adwords So how much should you spend?

This is a very good question and you do need to spend something.
You cannot really put £50 in the pot and expect to see good results on Google Adwords.
Of course it does depend on what you are competing against, but in my experience you need to be budgeting for at least £200 – £400 per month to see some real results.

If your budget is small and you only want to spend £5 per day or do a short run of £50 in total then Facebook Advertising might be a better option for you. You do need to ensure that you take time to set up your targeting correctly so you are reaching the right people.

Also on Facebook you can set up ‘Dark Posts’ where the people who already like your page do not see the Ads. This avoids your fans getting irritated by seeing your Ads numerous times in their news feed.

These activities do take time, but if set up correctly they will bring in results.

Pay Per Click is now an essential part of your Marketing spend. Social Media is not ‘free’ media, and search has changed, especially on mobile, if you have a search phrase that is highly competitive. The first page of results on a mobile phone will all be Ads.

If you would like any help or advice with Google Ads or Facebook Advertising please get in touch.