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Digital Marketing

by Phil Aston Phil Aston No Comments

Don’t Put All Your Marketing into one Social Media Platform

Don’t Build Your Empire on Rented Land
I work with a lot of clients who have started out on several platforms and then through seeing initial success ended up putting all their efforts into one.
This is never a good idea, algorithms can change, the rules can change and the audience may go elsewhere.

It is very important to spread your content and energy across several platforms and most importantly keep your website at the centre of operations.

I am currently working with a client who has nearly 100% of their business on Instagram and has had their account blocked for a few days due to using a 3rd party App. Their engagement had dropped considerably due to changes within Instagram already and now they need to build their brand elsewhere and really focus on SEO and getting a more professional website in place.

Putting all your marketing eggs in one basket is not a good idea

The point to remember is if you lose your presence on a social media platform you lose all your content, connections and history. Remember Google Plus!
Your website should always be where your content is shared from or at least also available.

From experience, many social media posts could easily be tweaked to be Blog posts.

Don't Build Your Empire on Rented Land

Social Media Marketing Support | SEO for Your Website

by Phil Aston Phil Aston No Comments

Instagram Least Interacted With Category

Instagram Adds New Category Listings Under ‘Following’

(Video 2.5mins)

This lets you see who you have ‘Least Interacted With’ and which accounts get the most visibility in your feed. It does not tell you who has stopped following you but you can tidy up your account by disconnecting with accounts that are no longer active.

Phil Aston
Genius Loci
Media Digital Marketing Support

by Phil Aston Phil Aston No Comments

Don’t Build Your Entire Business on one Social Media Platform

In the last few weeks, I have seen and heard of various Instagram, Facebook Pages and Twitter accounts being blocked or disabled for various reasons.

The support these platforms give is next to zero so it can be very hard to get an account back online. As the platforms start to block third party Apps and any form of automation the social media platforms can easily mistake your activity as gaming the system.

For example on Instagram if you like too many posts too quickly you can have your account disabled for being spammy or get asked to change your password as it will think you are using third party Apps. In fact, even logging in form from a different device or app can trigger a warning now.

Another client came to me after their Facebook Ad Account was disabled and their page was taken down. There is no explanation when this happens and no support. The only thing we could see is that the wording on an offer was slightly different on the landing page. It could have been Facebook or a someone just reporting the Ad, that is all it takes. Facebook’s response was to delete the page and start again.
Eventually, I was able to get the account back online but it took over 3 weeks.

I see more and more business putting all their efforts into one platform, this is very dangerous as you are building your business on borrowed land. All it needs is the algorithm to change and your traffic could reduce dramatically. A good example is again Instagram who have now stopped showing posts in order and given more emphasis on paid Ads. The removal of likes will also have an effect on how people interact with you.

What Should You Do?

My advice is to keep your website updated, do not forget to share from there. If you have written a post on social media then create a blog post. It takes time but nurture your audience on several platforms, include video and ensure you invest in SEO for your website.

Do not put your eggs (revenue streams) in one basket.

Phil

by Phil Aston Phil Aston No Comments

Cold Calling Is Dead – Don’t Leave It Too Late

I took this photo on Sunday evening before we went to The Cutty Sark in Marazion for a lovely roast.

As many of you know, I advise and help businesses with their marketing, especially on Social Media.
If you look at the photo you can see all the gulls getting ready to take flight as the wave heads towards them.
The eagle-eyed amongst you will also notice that one gull seems to have left it a bit late to take action.

This reminded me of the number of businesses that still think that ‘cold calling’ is the way forward while their competitors are taking flight and riding the wave of change with Social Media.
Used correctly, Social Media can help create inbound enquires from people who already know and trust your brand.

Phil

by Phil Aston Phil Aston No Comments

How To Get The Most Out of Social Media

How To Get The Most Out of Social Media.

Video Duration 2mins 50 seconds

Some tips on how to keep your newsfeed positive and inspiring.

Video Transcript
How should you use social media to get the most out of it.

I think there’s a lot of people who look at social media and say it’s negative, it’s bad for your mental health, and that is absolutely true, it can be.
But it can also be a force for good for you and the people around you.

I mean, my suggestion is that for social media, is that you follow people that inspire you, you read posts that inspire you, you follow perhaps people you might be able to learn from, you join groups that are positive and share positive information.

If there’s anything in your news feed that upsets you or you don’t like, just unfollow it, or disconnect yourself from it.

And the other thing is, that you probably find yourself just scrolling endlessly through other people’s lives and posts.
Try not to do that, try and say to yourself that as you go through your news feed, try and find five posts, that you do more than just click a random like and then you can’t remember that you did that.

Just try and find five posts where you actually say something. If it’s a photograph that you really like, why don’t you say that you really like the photograph and congratulate the person who took it?

Or if someone shares a story and it kind of means something to you, Why don’t you comment and say how you feel?
Why don’t you just say something nice? Remember, someone has taken the time to put together that information; taking the photograph, writing a few words; and just say something, connect.

Social media is about being social and it doesn’t matter how big your network is, just look for the posts that inspire you, that make you smile, that help you, that you learn from, and then think about everything that you post in the same way, and think about before you press send;

a) is this going to make someone smile?
b) Is this going to help somebody somewhere?
c) Is it going to inspire somebody?

And if it doesn’t, or you don’t think it will, pause, don’t post, just do something else for a while.

But just think about that; everything that’s in your news feed technically is under your control and if you don’t like it, unfollow it, or block it, or just disconnect from it.

Try and fill your news feed with people that inspire you, help you, and make you feel good and that way, social media becomes social and it becomes a force for good.

Thank you.

Phil

by Phil Aston Phil Aston No Comments

SEO / Facebook Advertising Case Study

Client’s monthly revenues increased to £65,000 pm (up from £17,000).

Video Transcription Below

I just wanted to give an update on what we’ve been up to, and some of the successes we’ve been having. And the main one, which you can see at the top of this page is with Facebook advertising, remarketing and SEO.

We took on a tourism based client just over a year ago, and we were primarily just helping out with some social media marketing and also a few Facebook ads. But we also were offering analytics, and we always do our reports using video so we can show and share different data sources, different statistics and explain what the numbers mean.

With this particular client, although we were getting more traffic in from social media, the organic traffic was in decline and this was happening month after month. We were doing lots of research to look at whether there was something going on in the market, what their competitors were doing etc. But whichever way we looked at it, there was obviously something wrong with the SEO, which at one time must have been fine, because they had been ranking very well for some key phrases in their market.

So, we decided to spend a couple of months really reworking the SEO from the ground up, going through all the pages, looking at all the meta information, all the content and we went through every single page of the website. It took just over two months and within a few weeks after that we started to see an upturn in the organic traffic. It wasn’t that dramatic to start with, but it just started to build.

We then decided, after we’d created some different landing pages on the website from the SEO to actually look at Facebook Ad Remarketing.  Using a new Facebook pixel and we started to track people who were visiting the website, what search phrases, or what content on that web page they were looking at, we then started to create niche audiences and lookalike audiences from that again. We then set up some video ads and then from the video ads, we looked at the people who had maybe watched part of the video but hadn’t clicked through to the actual website itself.  Then we re-marketed to these people with more ads that were targeted in the clients niche audience.

Six to eight months ago the client had a monthly revenue of around £17,000 a month, we have helped taken it to over £65,000 a month which is pretty dramatic. A lot of work went into this, and we’re still experimenting, But it’s been a great success, the client is very happy.

This is something we really enjoy doing.  We have never just given loads of pie charts in a giant PDF to a client expecting them to be impressed. Our reports are always via video so I can talk things through to the client and actually give suggestions and advice on how to move their business forward.

I just wanted to share this, because it’s been a great success. The client’s very happy, and we’re investing more money now into the advertising itself.

If you want me to look at your business and see how I can help you then please get in touch.

Phil Aston

by Phil Aston Phil Aston No Comments

YouTube SEO

This week I’m primarily working on three or four different clients, helping them to optimise their YouTube accounts, this is an area in which a lot of people don’t put a lot of energy into, they might not even have a YouTube channel, which you should!

Having a YouTube Channel means a lot more than uploading a few videos and forgetting about it and not really really updating them. You’ve got to remember that YouTube is the second largest search engine on the planet, next to Google, and everybody knows the importance of video now in your online marketing campaigns.

A lot of people are using video on Facebook and Twitter and even Instagram. But the thing is with having a YouTube channel is that is your real home for your visual content. Yes you can put videos on your Facebook page, but, people never really click on that video button to see what you’ve posted before, and things just disappear down through your Newsfeed. . So, make sure you’ve got a YouTube channel, and make sure you really optimise those videos. Think about the keyword in the title, and you make the title is the right length. Also make sure you’ve got the right amount of text in your description and you put some links from the description, to relevant parts of your website.

Make sure the whole channel and channel artwork is correct, make sure you’ve got the YouTube icon from your website to your channel.

If you want any help with YouTube optimisation, SEO or setting up a YouTube channel from scratch, or just want me to have a look at your YouTube channel, and see how your videos are set up, then please get in touch.

Thank you

Phil

Phil Aston

Genius Loci Media

by Phil Aston Phil Aston No Comments

Phil Aston’s Three Rules For Content Marketing on Social Media

My three rules for content marketing on Social Media

  1. Does it help?
  2. Will it make people smile?
  3. Will it inspire?
If you are unsure – don’t postThese are the three rules I use for all my social media posts for myself and my clients.
If I was to expand on this it would be on point number 1, to also ensure that what you are going to post not only helps but does not cause harm to anyone.

Phil Aston
Genius Loci Media

by Phil Aston Phil Aston No Comments

You Don’t Need To Be Authentic – You Just Need to Be Yourself

(Video Duration 2.28 mins – Transcript Below)

I saw a video today about telling everyone to be authentic with their business.

There’s a lot of this about now and I think the word authentic has been around,
since Google Plus was, everyone’s saying how important it is to be yourself.

I want to go a bit further than that and actually say, be nice. Be nice to people.
Think about the words you are going to use on social media, about do they help?

Will they make somebody smile? They’re not going to make anyone feel worse,
or upset somebody or make them feel insecure about anything?

That to me, is the baseline of what you should be doing on social media.
As Metallica would say ‘Nothing else really matters’.

I think one of the problems I see with anything to do with marketing,
is all these lead generation stuff, and if you do this, people will buy your stuff,
and if you do this, people will enter your sales funnel or something.

They’re all things that you yourself probably wouldn’t do,
because you’d think “Oh, I’m not going to do that.” The people you’re doing that to are you.
They’re just like you. So if you wouldn’t fall for it, why do you think someone else will?

I think the whole point of social media or online marketing really is not just being authentic,
you’ve just got to be yourself, so you’re going to be authentic anyway.

I think if you’re looking for someone else to tell you how to be authentic,
I think you’re a bit lost. And no one else can teach you this,
because they’re trying to teach you how to be you. You are already that person.

Be nice, and I know people think the word nice doesn’t sound strong enough, it is.
Empathy, connecting with people is Social Media.
Social media’s going to go through some massive changes soon,
and a lot of people are going to start to probably question how much time they spend here,
so it’s about connections, it’s about taking care of the people you connect with,
and listening to them

Thinking how you can help people, how you can learn from people,
how you can create things that help others.

That is social media and that is running a business online.

Thank you

Phil

by Phil Aston Phil Aston No Comments

The Day I Deleted Ten Thousand Followers on Twitter

The last few days I’ve done something which might be seen to be a bit mad on social media. On Twitter, I’ve stopped following thousands and thousands of accounts. And I’ve also done that for Sue as well.
Now this might be seen as an absolutely crazy thing to do. Both of us have got accounts which have thousands and thousands of followers so why would we get rid of so many of them?

I just felt that in 2019 our social media activity should be about being ourselves, being authentic, having our own voice. And although on Twitter you can use lists so that you can make sure that what you look at looks sensible. Why should you have to do that?

When I look at my news feed on Twitter it was just crazy, there’s tens of thousands of accounts in there and I have no connection to them apart from the fact that I follow them and they follow me back. I don’t interact with them, I don’t get work from them, so what is the point? And many of those accounts just retweet other people’s tweets with no explanation of why they’re doing it, or any added perspective, they just retweet everything.
So I see multiple things multiple times. So I’ve made the decision to almost start again.

So I’ve unfollowed thousands of accounts, yes, I have had some feedback from people saying, I am a bot, and I’ve just got to a certain point and now I’ve decided just to unfollow everyone. I haven’t, it has taken hours / days to do this, and if people interact with me, then I’ll follow them back. But I think you shouldn’t have a news feed that you’re scared to look at.

I see a lot of successful (or so-called successful Twitter accounts) which have 100,000 followers and they follow 100,000 back and you think, where is the fun in that? What do they get out of that?

So, I’m not going down that route. So, this is an experiment and I shall report back on how things go. But at the moment, it’s early days, but my news feed is great again, I’m seeing people I haven’t seen for years. I’m seeing people I care about and I’m interacting with them and it feels absolutely fantastic so, that’s my thing for 2019 social media it’s having your own voice and not whispering behind someone else’s louder voice.

Phil Aston

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