Neil Patel, co-founder of NP Digital and one of the world’s leading digital marketing experts, has identified eight critical trends that will shape marketing success in 2026. These insights come from analyzing patterns across hundreds of brands and dozens of industries, revealing shifts that most marketers haven’t even noticed yet.

In this comprehensive guide, we’ll explore each trend in detail and provide actionable strategies you can implement immediately to stay ahead of the competition.

1. Stop Sending Traffic Off-Platform: The New Lead Capture Revolution

The traditional approach of driving social media traffic to landing pages is killing your reach and costing you leads. Here’s why this fundamental shift matters and how to adapt.

The Platform Penalty Problem

Social media platforms like Instagram, LinkedIn, and Facebook actively throttle content that attempts to send users off-platform. Even innocent phrases like “click the link in my bio” or “visit our website” trigger algorithmic penalties that:

• Dramatically reduce your organic reach
• Increase your advertising costs
• Limit your content’s visibility to your existing audience

This happens because platforms want to keep users within their ecosystem, not send them elsewhere. When you try to move traffic off-platform, you’re working against the algorithm’s core objective.

The Mobile Drop-Off Crisis

Even when users do click through to external pages, mobile conversion rates suffer due to:

• Slow-loading forms and pages
• Poor mobile optimization
• Friction in the conversion process
• Context switching between platforms

The On-Platform Solution

The solution is to capture leads directly within the platform using automation tools like ManyChat. Here’s how it works:

1. Trigger Setup: Users comment with a specific keyword on your post
2. Automated Response: The tool automatically sends them a direct message
3. Lead Capture: Collect their information without them leaving the platform
4. Nurture Sequence: Continue the conversation through automated messaging

This approach delivers multiple benefits:

• Reduces friction and increases conversion rates
• Boosts engagement signals to the algorithm
• Captures higher-quality leads based on behavioral intent
• Maintains platform algorithm favor

2. Search Everywhere Optimization: Beyond Google SEO

Search has fragmented across multiple platforms, and your SEO strategy needs to evolve accordingly. This trend represents one of the most significant shifts in digital marketing.

The New Search Landscape

Search is no longer confined to Google. Consider these staggering statistics:

• Instagram: 6.5 billion searches per day
• YouTube: Over 3 billion searches daily
• TikTok: Emerging as a primary product discovery engine
• ChatGPT: Becoming a trusted research and discovery tool
• Snapchat: Invested $400 million in Perplexity to power their search

Buyers now jump across platforms like stepping stones, and most brands only show up on one of them.

Implementing Search Everywhere Optimization

To succeed in this new landscape, you need to optimize for discovery across all major platforms:

Keyword Integration Strategy

Weave your target keywords naturally into:

• Video scripts and audio content
• Captions and descriptions
• On-screen text and graphics
• Hashtags and metadata

Topic Cluster Development

Create multiple pieces of content around the same core theme to:

• Establish topical authority
• Help platforms understand your expertise
• Increase your chances of being discovered
• Build comprehensive coverage of your niche

Conversational Search Optimization

Optimize for how people actually search by:

• Using natural language and full phrases
• Including audio captions and transcripts
• Adding visual text that algorithms can read
• Matching user intent across different query types

3. The AI Slop Problem: Using AI Intelligently, Not Blindly

While AI promises increased efficiency, many marketing teams are experiencing the opposite due to hallucinations, errors, and poor implementation strategies.

The Hidden Costs of AI Dependence

Research shows that both free and paid AI tools have similar hallucination rates, meaning teams are trusting confident-sounding but completely incorrect information. This leads to:

• Wasted time on rework and corrections
• Campaign failures based on false data
• Decreased team productivity despite AI adoption
• Loss of critical thinking and validation skills

The Real Story Behind AI Layoffs

Many companies blame AI for workforce reductions, but industry experts, including Perplexity’s CEO, suggest the real reasons are:

• Overhiring during growth periods
• Slower-than-expected division growth
• Profitability pressures
• Market correction needs

AI becomes a convenient public explanation that sounds better to shareholders than admitting strategic miscalculations.

How Top Performers Actually Use AI

Successful marketers don’t use AI blindly—they use it strategically:

AI for Ideation, Not Execution

• Generate first drafts, not final content
• Brainstorm ideas and approaches
• Explore different angles and perspectives
• Create content outlines and structures

Verification and Quality Control

• Cross-reference all AI-generated statistics
• Verify sources and publication dates
• Fact-check claims and assertions
• Build internal quality assurance processes

AI as a Discovery Channel

The biggest ROI comes from using AI platforms like ChatGPT as discovery channels to drive traffic and conversions, rather than just content creation tools.

4. Digital PR: The New SEO Foundation

As AI tools become discovery engines, they’re prioritizing trusted sources and external validation over self-promotional content.

Why Digital PR Matters More Than Ever

AI platforms like ChatGPT, Perplexity, and Gemini are developing authority systems similar to Google’s, but with key differences:

• They favor external citations over self-promotion
• Structured content gets cited more frequently
• Consistent formatting improves citation chances
• Micro-niche authority builds compound results

The Listicle Strategy

Publishing comprehensive “top 10” lists in specific niches helps train AI to see you as an authority:

• Top 10 SaaS marketing agencies
• Top 10 e-commerce optimization tools
• Top 10 affordable marketing solutions
• Top 10 franchise marketing strategies

The more micro-categories you own, the more AI platforms cite you as a source.

Building External Authority

Focus on getting other trusted sources to cite and recommend you:

• Pitch journalists and industry publications
• Contribute to industry reports and studies
• Participate in expert roundups
• Build relationships with industry influencers

Technical Optimization for AI Citation

Make your content easy for AI to extract and cite:

• Use clear headers and bullet points
• Include tables and structured data
• Add schema markup to your pages
• Keep content updated with last-modified dates
• Integrate case studies and verifiable statistics

5. AI Ads: Facebook Targeting Meets Google Intent

When ChatGPT launches advertising, it will combine the best of both worlds: Facebook’s behavioral targeting with Google’s search intent accuracy.

The New Advertising Paradigm

AI ads will target users based on:

• Complete search history and patterns
• Intent signals over time
• Behavioral interests and goals
• Problem identification and solution seeking

For example, if someone searches for marketing agencies but their last 9 searches were about weight loss, the AI might show them a fitness ad instead because that’s their primary current interest.

Preparing for Identity-Based Targeting

To succeed in this new advertising landscape:

Define Your Category Early

• Establish clear brand associations
• Build topical authority in your niche
• Create content that teaches AI who you help
• Focus on specific problem-solution relationships

Leverage First-Party Data

• Integrate CRM data with ad platforms
• Use purchase history for targeting
• Track customer interaction patterns
• Build detailed customer personas

Create Specific Positioning

Instead of saying “we’re a marketing agency,” say “we help SaaS companies scale from $1M to $10M through performance marketing.” This specificity trains AI to understand exactly who you serve.

6. Browsers as AI Platforms: The Next Discovery Frontier

Browsers are evolving into AI-powered platforms that provide answers, recommendations, and ads before users even visit websites.

The Browser Evolution

Major browsers are integrating AI capabilities:

• Chrome’s Gemini: AI-powered search and recommendations
• ChatGPT’s Atlas: Browser-integrated AI assistance
• Perplexity’s Comet: Search and discovery integration

This means users can get answers, comparisons, and recommendations directly in their browser without visiting individual websites.

Preparing for Browser-Centric Discovery

Early Adoption Strategy

• Start running AI-driven ad campaigns (like Google’s Performance Max)
• Learn how these systems optimize and target
• Build experience with AI advertising platforms
• Test different creative and messaging approaches

Technical Preparation

• Implement comprehensive structured data
• Use schema markup throughout your site
• Create clear, scannable content formatting
• Optimize for easy AI extraction

Content Strategy Shift

Treat your website as a data source that feeds AI systems, not just a destination for human visitors. This means:

• Organizing information for easy extraction
• Creating comprehensive resource pages
• Maintaining accurate, up-to-date information
• Building authority through consistent, quality content

7. Live Content: The Authenticity Advantage

In a world saturated with AI-generated content, live video provides the authenticity and human connection that audiences crave.

The Live Content Opportunity

Despite growing demand, few brands are capitalizing on live content:

• Nearly 30% of YouTube users watch live streams weekly
• Live content receives higher engagement rates
• Platforms prioritize live content in their algorithms
• Live streams build stronger audience relationships

Benefits of Regular Live Content

Audience Connection

• Builds trust through real-time interaction
• Humanizes your brand
• Creates community around your content
• Establishes thought leadership

Content Multiplication

• One live stream creates multiple content pieces
• Platforms auto-generate clips in different formats
• Horizontal and vertical versions created automatically
• Repurpose into shorts, reels, and TikToks

Live Content Strategy

Consistency Over Production Value

• Go live weekly with valuable content
• Focus on teaching and helping your audience
• Answer questions and address current trends
• Share case studies and behind-the-scenes insights

Content Ideas

• Q&A sessions with your audience
• Industry trend analysis and commentary
• Case study breakdowns
• Tool demonstrations and tutorials
• Guest interviews and collaborations

8. Multilingual Content: Global Reach Without Barriers

Language barriers are disappearing thanks to AI-powered translation and voice synthesis technologies.

The Global Content Revolution

Tools like YouTube’s auto-dubbing and HeyGen enable automatic translation and voice synthesis in multiple languages, allowing creators to:

• Reach global audiences instantly
• Expand into new markets without additional costs
• Generate 30-50% of views from non-native languages
• Scale content production globally

Implementation Strategy

Platform Optimization

• Enable multilanguage audio on YouTube videos
• Use automatic translation features
• Optimize video settings for global distribution
• Monitor performance across different languages

Website Globalization

• Implement hreflang tags for international SEO
• Add language selectors to your site
• Localize call-to-action buttons and forms
• Ensure checkout processes support multiple languages
• Create region-specific landing pages

Content Localization

• Adapt content for cultural differences
• Consider local market preferences
• Adjust messaging for different regions
• Test performance across markets

Implementing These Trends: Your 2026 Action Plan

To successfully implement these trends, prioritize based on your current capabilities and market position:

Immediate Actions (Next 30 Days)

1. Set up on-platform lead capture using tools like ManyChat
2. Enable multilanguage audio on your video content
3. Start going live weekly with educational content
4. Audit your content for AI-friendly formatting

Medium-Term Strategy (Next 90 Days)

1. Develop topic clusters for search everywhere optimization
2. Launch a digital PR campaign to build external authority
3. Implement comprehensive structured data on your website
4. Begin testing AI-driven advertising campaigns

Long-Term Vision (Next 6-12 Months)

1. Build a comprehensive content ecosystem across all platforms
2. Establish category leadership in your niche
3. Develop global content distribution strategies
4. Create systems for consistent quality control and verification

Conclusion: Leading the 2026 Marketing Revolution

The digital marketing landscape of 2026 will reward brands that understand and adapt to these fundamental shifts. Success will come to those who:

• Embrace platform-native lead capture strategies
• Optimize for discovery across all search surfaces
• Use AI intelligently while maintaining human oversight
• Build authority through digital PR and external validation
• Prepare for identity-based advertising
• Optimize for browser-integrated AI discovery
• Leverage live content for authentic connection
• Scale globally through multilingual content

The brands that implement these strategies now will have a significant competitive advantage as these trends accelerate throughout 2026. Don’t wait for your competitors to catch up—start implementing these changes today.

For more insights on digital marketing strategy and implementation, visit FML Marketing for expert guidance on navigating the evolving digital landscape.

The post The 8 Digital Marketing Trends That Will Define 2026: A Complete Strategy Guide appeared first on FML Marketing.

Introduction

Welcome to the ultimate guide on mastering Facebook ads for beginners. In this comprehensive tutorial, we will walk you through the step-by-step process of creating effective Facebook ads that drive results. Whether you’re a small business owner, a marketing professional, or an aspiring entrepreneur, this guide will equip you with the knowledge and skills to leverage Facebook’s advertising platform for maximum impact.

Section 1: Understanding Facebook Ads

1.1 What Are Facebook Ads?

Facebook ads are a powerful tool that allows businesses to reach their target audience on the world’s largest social media platform. With over 2.8 billion monthly active users, Facebook provides an unparalleled opportunity to connect with potential customers and promote your products or services.

1.2 Benefits of Facebook Ads

Facebook ads offer several advantages over traditional advertising methods. Here are some key benefits:

1. Targeted Audience: Facebook’s advanced targeting options enable you to reach people based on their demographics, interests, behaviors, and more, ensuring your ads are seen by the right audience.

2. Cost-Effective: Facebook ads can be tailored to fit any budget, making it an affordable option for businesses of all sizes.

3. Measurable Results: Facebook’s ad platform provides detailed analytics and insights, allowing you to track the performance of your campaigns and make data-driven decisions.

1.3 Types of Facebook Ads

Facebook offers various ad formats to suit different marketing objectives. Some popular types of Facebook ads include:

1. Image Ads: Simple yet effective, image ads use compelling visuals to capture the attention of your target audience.

2. Video Ads: Engage your audience with captivating video content that tells your brand’s story and showcases your products or services.

3. Carousel Ads: Carousel ads allow you to showcase multiple images or videos within a single ad, giving you more space to highlight different aspects of your business.

1.4 Facebook Ad Policies

Before diving into Facebook advertising, it’s important to familiarize yourself with the platform’s ad policies. Facebook has specific guidelines in place to ensure a positive user experience. Make sure to adhere to these policies to avoid any issues with your ads.

Section 2: Setting Up Your Facebook Ads Account

2.1 Creating a Facebook Business Manager Account

To get started with Facebook ads, you’ll need to create a Facebook Business Manager account. Follow these steps to set up your account:

1. Go to the Facebook Business Manager website and click on “Create Account.”

2. Enter your business details and follow the prompts to complete the setup process.

2.2 Setting Up Your Ad Account

Once you have a Business Manager account, you’ll need to set up your ad account. Here’s how:

1. Navigate to the Business Manager dashboard and click on “Ad Accounts” in the left-hand menu.

2. Click on “Add” and select “Create a new ad account.” Follow the instructions to set up your ad account.

2.3 Installing the Facebook Pixel

The Facebook Pixel is a powerful tool that allows you to track and optimize the performance of your ads. Follow these steps to install the Facebook Pixel on your website:

1. Go to the Events Manager in your Business Manager account.

2. Click on “Connect Data Sources” and select “Web.” Follow the instructions to set up the Facebook Pixel on your website.

Section 3: Defining Your Advertising Goals

3.1 Identifying Your Objectives

Before creating your Facebook ads, it’s crucial to define your advertising goals. Ask yourself what you want to achieve with your campaign. Some common objectives include:

1. Increasing brand awareness: If you’re a new business looking to build brand recognition, your goal may be to reach as many people as possible.

2. Driving website traffic: If your objective is to generate more website visitors, focus on driving traffic to your site through your ads.

3.2 Setting SMART Goals

To ensure your goals are attainable, it’s important to set SMART goals:

• Specific: Clearly define what you want to achieve.
• Measurable: Set metrics to track your progress.
• Attainable: Make sure your goals are realistic and achievable.
• Relevant: Align your goals with your overall marketing strategy.
• Time-bound: Set a deadline for achieving your goals.

Section 4: Audience Targeting

4.1 Identifying Your Target Audience

To maximize the effectiveness of your Facebook ads, it’s crucial to understand your target audience. Consider factors such as demographics, interests, behaviors, and psychographics. Conduct market research to gain insights into your potential customers.

4.2 Using Facebook Audience Insights

Facebook Audience Insights is a powerful tool that provides valuable information about your target audience. Use this tool to refine your audience targeting and ensure your ads reach the right people.

4.3 Creating Custom Audiences

Facebook allows you to create custom audiences based on various criteria. Some options include:

• Website Visitors: Target people who have visited your website.
• Email Subscribers: Reach people who have subscribed to your email list.
• Lookalike Audiences: Target people who are similar to your existing customers.

Section 5: Ad Campaign Structure

5.1 Campaign, Ad Set, and Ad Levels

Facebook’s ad campaign structure consists of three levels:

• Campaign: The highest level where you define your campaign objective.
• Ad Set: The middle level where you set your targeting, budget, and schedule.
• Ad: The lowest level where you create your ads.

5.2 Creating Your Campaign

To create a new campaign, follow these steps:

1. Go to your Ads Manager in the Business Manager account.

2. Click on “Create” and select “Campaign.” Choose your campaign objective and follow the prompts to set up your campaign.

5.3 Setting Up Your Ad Set

Once you have your campaign, it’s time to set up your ad set. Here’s how:

1. Navigate to your campaign and click on “Create Ad Set.”

2. Define your targeting, budget, and schedule. Ensure your ad set aligns with your advertising goals.

5.4 Creating Your Ads

The final step in the campaign structure is creating your ads. Consider the following tips:

• Compelling Copy: Write persuasive ad copy that grabs attention and entices users to take action.
• Eye-Catching Visuals: Use high-quality images or videos that align with your brand and captivate your audience.
• Strong Call-to-Action: Clearly communicate the desired action you want users to take, such as “Shop Now” or “Learn More.”

Section 6: Ad Creative Best Practices

6.1 Ad Copywriting Tips

Crafting compelling ad copy is essential for driving engagement and conversions. Here are some tips to help you write effective ad copy:

1. Know Your Audience: Tailor your messaging to resonate with your target audience’s needs and desires.

2. Highlight Benefits: Focus on the benefits your product or service offers and how it solves a problem for your audience.

6.2 Designing Engaging Visuals

Visuals play a crucial role in capturing your audience’s attention. Follow these best practices for designing engaging ad visuals:

• Keep It Simple: Avoid cluttered visuals and choose clean, simple designs that are easy to understand.

• Use High-Quality Images: Use professional, high-resolution images that reflect your brand’s aesthetic.

Section 7: Tracking and Measuring Success

7.1 Setting Up Conversion Tracking

To measure the success of your Facebook ad campaigns, it’s important to set up conversion tracking. Follow these steps to implement conversion tracking:

1. Go to your Events Manager in Business Manager.

2. Click on “Aggregated Event Measurement” and select “Set Up Events.” Follow the instructions to set up conversion tracking.

7.2 Analyzing Ad Performance

Regularly analyzing your ad performance is crucial for optimizing your campaigns. Use Facebook’s ad analytics to gain insights into your ads’ performance and make data-driven decisions.

Section 8: Split Testing and Optimization

8.1 What Is Split Testing?

Split testing, also known as A/B testing, involves comparing different versions of your ads to determine which performs better. This strategy can help you optimize your campaigns and improve your results.

8.2 Elements to Test

When conducting split tests, consider testing the following elements:

• Ad Copy: Compare different headlines, descriptions, or calls-to-action.
• Visuals: Test different images, videos, or carousel formats.
• Audience Targeting: Compare the performance of different target audiences.

Section 9: Scaling Your Facebook Ad Campaigns

9.1 Increasing Ad Budget

Once you’ve found a winning ad campaign, you can scale it by increasing your budget. However, it’s important to do so strategically to maintain a positive return on investment (ROI).

9.2 Expanding Targeting

To reach a larger audience, consider expanding your targeting options. Experiment with different demographics, interests, or locations to find new potential customers.

Section 10: Troubleshooting Common Issues

10.1 Low Ad Engagement

If your ads are not receiving the desired engagement, consider the following troubleshooting steps:

• Review Your Targeting: Ensure your ads are being shown to the right audience.
• Optimize Your Ad Creative: Make sure your visuals and copy are compelling and relevant to your target audience.

10.2 High Cost Per Result

If you’re experiencing high costs per result, try the following solutions:

• Refine Your Targeting: Narrow down your audience to reach people who are more likely to convert.
• Optimize Your Ad Copy: Experiment with different call-to-action phrases or value propositions to entice users to take action.

Section 11: Staying Updated with Facebook Ads

11.1 Facebook Ads Resources

To stay up-to-date with the latest Facebook ad trends and best practices, explore the following resources:

• Facebook Business Help Center: Access comprehensive guides, tutorials, and FAQs.
• Official Facebook Blogs: Follow Facebook’s official blogs for announcements and updates.
• Facebook Ads Community: Join online communities or forums to connect with other advertisers and learn from their experiences.

Conclusion

Mastering Facebook ads is a journey that requires continuous learning and optimization. By following the strategies and best practices outlined in this tutorial, you’ll be well-equipped to create effective, high-performing ads that drive results for your business. Stay informed, stay creative, and watch your Facebook ad campaigns thrive!

The post The BEST Facebook Ads Tutorial For Beginners in 2024 appeared first on FML Marketing.

What is Social Media Management?

Social media management is the process of creating, scheduling, and monitoring content across various social media channels. A social media manager is the person responsible for managing a company’s social media presence. This includes creating posts and responding to comments, as well as creating strategies to increase brand reach and engagement.

Social media management is a complex process. It requires the ability to think strategically, create compelling content, and stay on top of the latest trends. To be successful, a social media manager must have strong organizational and communication skills, as well as a deep understanding of the target audience.

The goal of social media management is to create an effective social media presence for a company. This involves creating content that resonates with the target audience and engaging with users to build relationships. When done correctly, social media management can have a positive impact on a company’s bottom line.

Benefits of Social Media Management

Social media management has a number of benefits for businesses. Here are some of the key benefits of social media management:

• Increased brand awareness: Social media management helps businesses reach a wider audience, build relationships with potential customers, and increase brand awareness.
• Improved customer engagement: Social media management helps businesses engage with customers and build relationships. This can lead to increased loyalty and sales.
• Increased website traffic: Social media management helps businesses drive more website traffic, which can lead to increased conversions and sales.
• Improved customer service: Social media management helps businesses respond quickly to customer inquiries and complaints, which can lead to improved customer satisfaction and loyalty.
• Increased sales: Social media management can help businesses increase their sales by targeting the right audience and building relationships with potential customers.

Social Media Management Statistics

Social media management is a powerful tool for businesses. Here are some key statistics about social media management:

• 97% of marketers say social media has helped them increase their brand exposure (Source: Oberlo)
• 75% of businesses are using social media for marketing (Source: Oberlo)
• 79% of businesses say their social media efforts have increased traffic to their website (Source: Oberlo)
• 57% of consumers say social media affects their purchasing decisions (Source: Oberlo)
• 78% of marketers have seen an increase in website traffic from social media (Source: Oberlo)

These statistics show that social media management can be an effective way to increase brand exposure, traffic, and sales.

Social Media Management Strategies

There are many different strategies that businesses can use to manage their social media presence. Here are some key strategies for social media management:

• Establish a presence on multiple social media channels: To maximize reach and engagement, businesses should establish a presence on multiple social media channels, such as Facebook, Twitter, and Instagram.
• Develop a content strategy: Developing a content strategy is essential for social media management. This involves creating content that resonates with the target audience and is aligned with the company’s goals.
• Monitor and respond to comments: It’s important to monitor and respond to comments in a timely manner. This helps build relationships with customers and increases customer satisfaction.
• Leverage influencers: Influencers can be a great way to reach a wider audience and increase engagement.
• Analyze data: Analyzing data is essential for understanding how the company’s social media efforts are performing and what changes should be made.

These strategies can help businesses maximize the impact of their social media presence.

Creating Your Social Media Management Plan

Creating a social media management plan is key for success. Here are some steps for creating a social media management plan:

• Define goals: Define what the goals of the social media management plan are. This could include increasing brand awareness, driving website traffic, or increasing sales.
• Identify target audience: Identify the company’s target audience and create content that resonates with them.
• Establish a presence on multiple channels: Establish a presence on multiple social media channels to maximize reach and engagement.
• Create a content plan: Develop a content plan that is aligned with the company’s goals.
• Monitor and respond to comments: Monitor and respond to comments in a timely manner.
• Analyze data: Analyze data to understand how the company’s social media efforts are performing.

Creating a social media management plan is essential for success.

Social Media Management Tips

Social media management can be a daunting task. Here are some tips to make it easier:

• Keep it simple: Don’t try to do too much. Focus on creating content that resonates with the target audience and engaging with users.
• Automate when possible: Automation can help save time and ensure posts are scheduled and published on time.
• Focus on quality over quantity: Quality over quantity is key for social media management. Focus on creating high-quality content and engaging with users.
• Be consistent: Consistency is key for social media management. Post regularly and respond to comments in a timely manner.
• Analyze data: Analyzing data is essential for understanding how the company’s social media efforts are performing and what changes should be made.

Following these tips can help make social media management easier.

The Best Social Media Management Platforms

There are many social media management platforms available. Here are some of the best:

• Hootsuite: Hootsuite is a powerful social media management platform that helps businesses manage multiple social media accounts. It offers post scheduling, analytics, and team collaboration tools.
• Sprout Social: Sprout Social is a comprehensive social media management platform that helps businesses manage multiple social media accounts. It offers post scheduling, analytics, and team collaboration tools.
• Buffer: Buffer is a user-friendly social media management platform that helps businesses manage multiple social media accounts. It offers post scheduling, analytics, and team collaboration tools.
• Agorapulse: Agorapulse is a comprehensive social media management platform that helps businesses manage multiple social media accounts. It offers post scheduling, analytics, and team collaboration tools.
• SocialFlow: SocialFlow is a powerful social media management platform that helps businesses manage multiple social media accounts. It offers post scheduling, analytics, and team collaboration tools.

Choosing the right social media management platform is essential for success.

Courses for Social Media Management

There are many courses available for social media management. Here are some of the best:

• Hootsuite Academy: Hootsuite Academy offers courses in social media management, including courses in strategy and analytics.
• Coursera: Coursera offers courses in social media management, including courses in content creation, data analysis, and optimization.
• Social Media Marketing by Udemy: This course covers the basics of social media management, including creating content, measuring performance, and optimizing campaigns.
• Social Media Management by Skillshare: This course explores the fundamentals of social media management, including content creation, scheduling, and analytics.

These courses can help businesses learn the fundamentals of social media management.

Social Media Management Services and Outsourcing

Social media management can be a time-consuming process. Here are some services and outsourcing options for social media management:

• Freelancers: Freelancers can be a great option for businesses that need help with social media management. They can help with content creation, post scheduling, and analytics.
• Social media management agencies: Social media management agencies specialize in helping businesses with their social media presence. They can help with content creation, post scheduling, and analytics.
• Social media automation tools: Social media automation tools can help businesses save time by automating post scheduling, analytics, and other tasks.
• Virtual assistants: Virtual assistants can help businesses with a variety of tasks, including content creation, post scheduling, and analytics.

These services and outsourcing options can help businesses save time and maximize their social media presence.

Managing Multiple Social Media Channels

Managing multiple social media channels can be a challenge. Here are some tips for managing multiple social media channels:

• Set up a calendar: Set up a calendar to keep track of when posts should be published and when responses to comments should be made.
• Create content in batches: Create content in batches to save time. This can help ensure content is consistent across multiple channels.
• Automate when possible: Automation can help save time and ensure posts are scheduled and published on time.
• Monitor and respond: Monitor and respond to comments in a timely manner to build relationships with customers.
• Analyze data: Analyze data to understand how the company’s social media efforts are performing and what changes should be made.

Following these tips can help make managing multiple social media channels easier.

Using the right tools can help businesses maximize the impact of their social media presence.

Social Media Management Agencies

Social media management agencies specialize in helping businesses with their social media presence. Here are some of the best social media management agencies:

• FML Marketing: FML Marketing is a social media management agency on the Costa del Sol. They specialize in creating compelling content, managing multiple accounts, and optimizing campaigns.

Hiring a social media management agency can help businesses maximize their social media presence.

Social Media for Business

Social media is an important tool for businesses. Here are some tips for using social media for business:

• Define goals: Define what the goals of the social media campaign are. This could include increasing brand awareness, driving website traffic, or increasing sales.
• Identify target audience: Identify the company’s target audience and create content that resonates with them.
• Establish a presence on multiple channels: Establish a presence on multiple social media channels to maximize reach and engagement.
• Create a content plan: Develop a content plan that is aligned with the company’s goals.
• Monitor and respond to comments: Monitor and respond to comments in a timely manner.
• Analyze data: Analyze data to understand how the company’s social media efforts are performing.

Following these tips can help businesses maximize the impact of their social media presence.

Conclusion

Social media management is an essential part of any business’s marketing strategy. It involves creating content, scheduling posts, and engaging with users. When done correctly, social media management can have a positive impact on a company’s bottom line.

To succeed with social media management, businesses must have a clear plan and understand the fundamentals of social media. They must also use the right tools, services, and outsourcing options. Following these tips can help businesses unlock their brand’s potential with social media management.

The post Unlock Your Brand’s Potential with Social Media Management‍ appeared first on FML Marketing.

We are regularly asked if we know of any sites where you can download good free stock photos. Since we’ve been in web design for roughly 10 years, we know them all, so it’s just as handy to share this information with you in this article. There’s plenty of choice in this area, but we’ve listed our personal top 6 (in random order) below for you.

Freepik

Our favourite recourse for free stock pics is for sure Freepik. This website is a must for anyone active on social media or with content marketing. And it even goes beyond just photos. You can also download icons, vector/psd.ai files to customise later with photoshop or Illustrator. Best of all…the database is updated every day and we are sure you will find some relevant pictures here.

Unsplash

Unsplash’s database is impressive with more than 200,000 high-resolution photos. The platform grows daily with hundreds of new photos thanks to more than 40,000 photographers who have all made their photos available free of charge for both personal and commercial use. Visit website: https://unsplash.com/

Above we give the creator credits for his/her work, but this is not mandatory. We do it for blogs, but not for other pages on the website.

You can create an account on the website with which you can create your own collections. With an evening of inspiration you can easily create a beautiful collection where you can have a great time in your blogs or social posts. You can easily search for individual photos, but with each search term you immediately get to see the collections that others have already made on that search term.

Pixabay

Another very nice site with a lot of choice is Pixabay. This platform has over a million images to choose from and besides photos, it also has illustrations, vector files, illustrations and videos. As with Unsplash, you can use all materials freely and it is not mandatory to mention the source of the photo.

Pixabay is available in Dutch, so if your English is not too good, then this is probably a better option than Unsplash, for example. On Pixabay you can also create a free account with which you can save your favorite images, follow other users and even send messages.

Pexels

Pexels is a bit smaller than the other free stock photo services, but still a nice site to browse through. With an estimated 50,000 images, there’s always something in between for a blog post or a social post (maybe together with Canva). The database of Pexels grows monthly with about 3000 images, so it’s definitely worth a bookmark!

Magdeleine

One of the nicest free stock photo websites is Magdeleine. Although this platform does not have the offer of all previously mentioned websites, they make up for that with the quality of the photos. Magdeleine prides itself on the fact that all photos on the site have been personally selected on quality and nothing has been lied about. The many original images lend themselves perfectly to blogs or posts for inspiration. Especially if you do something in coaching or management we would definitely look for the tag “People” on the website.

Burst

Burst is a free photo database from Shopify (an e-commerce platform) and offers a nice collection of photos that you can use without mentioning any source. You can use and edit the photos commercially as well as non-commercially.

There is no need to create an account on this website and you can download photos in both low and high resolution. The latter is for example super handy if you need an image for printed matter such as a flyer or brochure. You can search the site in English, but you can also browse through various collections to see if there is something in between for you.

FML Marketing

Client that create a website or webshop with us always wget access to a number of paid stock photo services. For example, you can use up to 20 Freepik Premium photos to build your website or shop at no extra cost.

Thank you for reading our blog! FML Marketing is an online marketing agency, located in Alkmaar, The Netherlands and Estepona, Spain. We specialise in web design, SEO and PPC marketing campaigns.

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Free access Marketing Guides by FML Marketing

• Content Marketing Strategy: Start to Finish guide
• Facebook Ads Guide for beginners

Questions? Feel free to contact us for free advice on photos and web design!

The post Free stock photos: 6 of our favourite websites appeared first on FML Marketing.

5 costly mistakes people make when advertising on Facebook

In this blog, I explain 5 possible causes that can make you pay too much for advertisements or get too little results. If you are just getting started with Facebook ads, I advise you to read this article first:

Facebook Ads Guide for beginners

How to build a professional Facebook Page

Error 1: Bidding against yourself

Like Google Ads, Facebook Ads are placed on the basis of an auction system and bids for views, clicks or conversions. A view of your ad is based on:

• Advertisement Quality
• Target group Relevance
• Bid Strategy for Campaign

When setting up your campaign, of course, you choose the option lowest cost. See the image above. This means that Facebook automatically offers more to get more results out of your campaign. Facebook does this very well unless you use the same target group in multiple campaigns or advertising sets. Then you bid against yourself, which is not in favor of your wallet…

Example: When in a Facebook account 2 campaigns have been created. In both campaigns, the same 2 target groups [SME owners] and [self-employed persons] are used. If you set this up in this way, you can promote with 2 different advertisements at the same time to exactly the same target group. In this way, you compete with yourself.

Accounts built up in this way will either spend far too much per intended result or will no longer be shown at all. If you do want to run several campaigns, you will have to split up and/or exclude target groups so that you do not compete with yourself.

Error 2: You are using too low a bid limit

When setting up campaigns, Facebook offers you the possibility to set a bid limit. A bid limit is a maximum price you want to pay for clicks, views or conversions. If you set the bid limit too low (which is tempting of course), your ads will not be shown at all.

Error 3: You are not using Budget Optimization

It is always wise to test multiple advertisements in one campaign. For example, you can vary ads based on different photos, ad texts, header lines, and CTA buttons. If you don’t use Budget Optimization, Facebook will continue to distribute the budget evenly across the ads. Even if one or more advertisements are underperforming.

The way to prevent this is to enable the [Budget Optimization] option when setting up your campaign. See the image below. CBO uses your campaign budget and your bid strategy – which might be, for example, the lowest cost per action (CPA) or highest return on ad spend (ROAS) – to automatically and continuously find the best active opportunities for results across your ad sets.

Error 4: You have fewer conversions than possible

The ultimate goal of every Facebook Marketing Funnel is of course to generate leads, requests for quotes, customers or direct sales. After all, we don’t advertise because we think Mark Zuckerberg is such a nice guy…

If your campaign doesn’t realize conversions or sales, you will have to pay more attention to conversion optimization. On the one hand, you can work on your offer (how to make it more attractive). On the other hand, you can work on the way your target group converts faster. For example, a faster website, a simpler form or checkout page.

Another possibility is to change your bid strategy. Automatically this strategy is set to lowest cost. If you use the \Target Costs’ option and set it to the maximum that you are willing to pay, you may be able to realize more conversions. Make sure you enter enough budget in the campaign and don’t set the target costs too low. Otherwise, you will achieve the opposite.

Error 5: Failure to take the relevance diagnostics into account

The relevance of your Facebook ads is a rating from Facebook that is divided over three parts. The new metrics are quality ranking, engagement rate ranking and conversion rate ranking.

• The quality ranking metric will measure an ad’s perceived quality compared to ads competing for the same target audience.
• The engagement rate metric will work the same way, showing an ad’s expected engagement rate compared to ads competing for the same audience.
• The conversion rate ranking shows an ad’s expected conversion rates when compared to ads with the same optimization goals and audience.

Relevance diagnostics say something about the relevance of the advertisement for the target group of the campaign. This score is lower when someone clicks on “I don’t want to see this” and higher when people look at your video or click more. If your ad has a relevance below the average, your ad will still be shown but you have to pay a lot more for a result than if your ad scores above the average of other ads.

More reasons why your ad relevance is below average:

People see your ad too often;
Your ad is not good enough;
The wrong target group is selected.

More blogs from FML Marketing

Thank you for reading our blog 5 costly mistakes people make when advertising on Facebook. FML Marketing is a digital marketing agency located in Estepona on the Costa del Sol. We are Facebook advertisement experts. If you have questions or if you want to improve your Facebook ads, feel free to contact us. Use the form below, or select our contact page from the header.

https://fmlmarketing.com/content-marketing-strategy/
How to improve your video marketing strategy

The post 5 costly mistakes people make when advertising on Facebook appeared first on FML Marketing.

We manage several large accounts within our company. Accounts that spend over 1000€ per month on social media advertisement. But Facebook ads can also work for you on a small scale. You can already start at 5 euros a day and can work very flexibly.

You may have heard stories about people boosting posts and only getting likes from false profiles. Indeed, this happens regularly when you use the Boost button.

Facebook Business Manager

But if you handle your Facebook ads properly, you don’t use the Boost button, but the Facebook Ad Manager. Sounds difficult? It really isn’t. In this blog post, I’ll give you a beginner’s training on Facebook Ads.

1. Why advertise on facebook?

Facebook is a huge platform. There are approx. 1.5 million registered people on the Costa del Sol and 75% of them even login daily. Moreover, you can find any target group on Facebook. You can use all the information that Facebook collects about its users to better attune your target group.

Unlike Google Ads, you don’t target keywords, but target groups. So you don’t have to wait for someone to look for keywords that are about your product and then try to place the highest bid. With Facebook ads, you can create the need yourself.

Facebook Ads is very flexible. You can start from 5 euros (per day) to hundreds or even thousands of euros per day. But above all: With Facebook ads, you can increase your impact enormously. Much more than is possible if you only focus on organic reach (or hope for viral reach).

2. Types of ads on facebook

Facebook has different types of advertisements. There are 3 major categories:

• Awareness
• Considerations
• Conversion

Maybe these words sound familiar to you, or do they ring a bell? They follow (more or less) the funnel or funnel in which your customers come before buying from you. Important for you to start is that you decide what you want to achieve with your advertisement. Start with the end in mind!

What do you want the ad to do? Do you want to reach more people with your update? Or do you want people to like your page? Do you want people to see your video, or do you want them to click through to read your blog post or even download your e-book? Depending on your choice you will get different options, your ad will look different and will be optimized differently.

Facebook Advertisement: campaigns in three layers 

We keep saying “Facebook Ads”, but a Facebook ad is more than just an ad.

Facebook ads are divided into 3 levels:

1. Campaigns
2. Ad sets
3. Ads

A campaign contains one or more ad sets. And each ad set contains 1 or more ads.

There are a number of settings at each level

1. CAMPAIGN LEVEL

BIDDING TYPE:
The bidding type is fairly new on Facebook ads. You can choose between “auction” and “range and frequency”. Range and frequency is mainly used for large campaigns. So I advise you to always go for the “auction” principle, where you automatically let Facebook bid for your ad. It may sound complicated but it isn’t.

OBJECTIVE:
What do you want to achieve with your ad? Each campaign has one specific objective. If you have multiple objectives (e.g. more likes and more visitors to your website) you have to create 2 campaigns.

2. AD SET LEVEL

GOAL GROUP:
Here you decide who you want your ad to see. You can set up target groups on the basis of Facebook data, or on the basis of your own data (e.g. website visitors or people on your e-mail list).

PLACE:
Where do you want your ad to be displayed? You can choose between computers vs. mobile, and between Facebook News review, Facebook Right column, Instagram and the reasonably new Audience Network (ads on other websites).

BUDGET & PLANNING:
Here you determine your budget and the duration of your campaign. You can let them run endlessly, only for certain days, or even only for certain moments of the day.

3. ADVERTISING LEVEL

INDICATION:
The classic ad has 1 image, but you can also create a video, a carousel (multiple images next to each other) or a slide show for your ad.

MEDIA:
Once you’ve chosen your format, choose the photos or videos you want to advertise with.

TEXT:
In addition to an image or video, you can also add text to your image. In any case, the text above it, but in the case of links, for example, the text below it as well.

PAGE & LINK:
Every ad on Facebook starts from a page. Here you determine which page (or which Instagram account) and where the link should lead to.

Note: if you promote your posted messages, you can no longer make changes to the text and image of the post itself.

Facebook is an auction system

Facebook ads work through an auction system. There are only limited places for ads to show to the people. Your ad will be shown to a person if you make the highest bid at that time. Well, that sounds complicated, but this all happens in fractions of a second and is fully automatic. All you have to do is decide how much you want to pay the maximum to display your ad. There’s a lot going on technically, but the most important thing to know is that the price you ultimately pay is influenced by the target group you target and the performance of your ad. The less active advertisements (from other bidders) to your target group and the better your ad works (conversions, engagement, landing page experience), the less you will pay.

Selecting the target group

On the Costa del Sol, Facebook has over 1.5 million users. And it would be nice to reach all 1.5 million, but not really realistic (unless you have a huge marketing budget.)

Suppose you could call 10 people from your address book to sell your new offer, would you choose 10 first or would you go for a selection of 10 people who you know are most likely to buy effectively?

The same applies to advertising on Facebook. The better you select who can see your ad…your target group, the better your results will be. The better you define your target group, the more people will click. And if people click quickly, you will pay less per click than if no one ever clicks. See the bidding system above.

That’s why it’s important that you make your Facebook advertisements as close as possible to your target group. Look at it this way: the more of those 1.5 million people you exclude, the less “waste” you have. The fewer people you reach who will never click (and buy).

How to select your target group

You determine your target group on the basis of data from Facebook, such as age, place of residence, gender, language, but also interests, employer, position, …

Play around with the options, add things and especially get started with “detailed target groups”. Try to reach your ideal customer on that basis. Here you can choose the suggestions from Facebook (browse through the categories), or you can type something yourself and choose from the options that come up. If the option is not available, you can’t target it.

In addition to these options, you can also target based on your own data, such as retargeting of people who have visited your website or people who are on your e-mail list. But that’s something we will cover in other, more in-depth blog posts. For now, let’s focus on the target group and the regular options within Facebook Business Manager.

Protip: You can put different types of target groups in different ad sets to test them against each other.

The creative (ad)

Finally, I’d like to discuss the creative. So the advertisement itself. Work with images or videos that attract attention: Bright colors that break the pattern of Facebook. And work with texts that appeal to and convince people. Preferably put no or as little text as possible on your image. Images of which more than 20% of the surface contains text will work much less well.

Protip: Create different images and texts and test them in each ad set.

Related article: How to build a professional Facebook Page

Getting Started with Facebook Ads

You now know the basics of Facebook ads. Now it’s mainly a matter of GETTING STARTED. If you need any help, or if you do not have time to do this yourself, contact FML Marketing. We are a professional online marketing agency. Specialized in online advertisement on the Costa del Sol. We are located in Estepona, between Manilva and Marbella on the Costa del Sol.

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7 reasons to consider a website redesign

1. The technique is outdated

A few years ago, websites were built with Flash. Responsive was not an issue at all. How different is it now? Now a mobile-first approach is important for your Google ranking and Flash doesn’t even work on the average Mac. The technique is fast, so make sure you are aware of the latest developments and change your website if necessary.

2. Your logo and corporate identity are restyled

Sometimes it’s not necessary to redesign your website aesthetically, but other things do lead to a redesign. For example, if you get a new logo and/or a new corporate identity, your website will probably also have to rely on a few changes. Of course, this doesn’t have to be super rigorous, but you do want all expressions of your company to be consistently recognizable for your customers.

3. Your current website is not SEO friendly

The purpose of a website is of course that it can be found. Many outdated websites are not completely up to date in terms of code. This means that on other points the SEO is probably a bit outdated as well. Google’s requirements for a good ranking for your website change regularly, so you should keep an eye on it and adapt your website accordingly.

4. Your website can’t be updated easily

Thanks to WordPress, coding is no longer necessary. This means that having a website is a lot more accessible than just having one ten years ago. Thanks to WordPress, having and maintaining a blog is easier than ever. A blog is also a great tool for SEO. Google ranked websites that are regularly updated with new content are higher than websites that are not.

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5. Your website built with a platform like Wix

With Wix, you can easily create your own website. The problem with this kind of website builders is that they are limited. That’s why these kinds of websites are not so distinctive. Also, the functionalities in the field of SEO are limited. And let’s face it, most business owners are not necessarily well versed in the field of design, which also quickly results in an amateurish website.

6. Your nephew, niece, neighbor designed your web page

Although the person who designed your website is a professional, it is usually not a good idea to have your nephew, niece or neighbor build your website. Cheap is usually expensive. It is possible that you are missing out on great opportunities because your website is not optimal. That’s a shame.

7. Your Facebook page functions as a website

Some companies don’t have a website at all, but only use their Facebook page as a replacement for a real website. However, it is important to have your own website. Most customers do their research online and your website can help them with this. A website can serve in this way to inform your (potential) customers. After all, you can put a lot more information on your website than on a Facebook page. Also, having a website builds trust. This way, people get a better feeling that they are dealing with a “real” company.

In addition, it is also quite possible that Facebook will hardly be used anymore in a few years’ time. Just look at Hyves. When these kinds of channels disappear, it is good to have a website where you can fall back on.

Website redesign round-up

There are plenty of reasons to consider a website redesign. The fact is that you may miss out on opportunities due to an outdated website. Still doubting whether your website is ready for a redesign? Please contact us for free and non-binding advice.

Did you like this blog post – Website Redesign: When is it time? –  and would you like to receive more of these messages? Subscribe to our newsletter. You will receive the latest news, tips, and inspiration in the field of branding, search engine optimization, graphic design, and web design.

FML Marketing – Digital solutions Marbella area 

Considering a redesign of your website in the Marbella area (Gibraltar, Manilva, Estepona, San Pedro de Alcántara, Fuengirola)? Contact FML Marketing. We are a boutique online marketing agency, specialized in high-quality, responsive web design.

The post Website Redesign: When is it time? appeared first on FML Marketing.

In our opinion, this form of association should be your focus when looking at search engine optimization. In this blog, you’ll discover why it pays off in a search for the right SEO content strategy to shift your attention to entire search themes (phrases too) and how to do this smartly.

The importance of search phrases and themes for the optimization of your website

Adjustments that are made on 1 page, take 5 to 10 minutes and add up to thousands of extra visitors per month. It sounds too good to be true but it is also possible with your website if you know how to optimize it in the right way. Don’t focus on what Google likes, but on your visitor. Ask yourself what questions your users have about a chosen theme. Do you know how to answer each of these questions in an appropriate way? Then you form an increasingly valuable source for your users, which does not go unnoticed by Google either. That the consequences of this strategy can be overwhelming proves a page that we developed around Content Creation. In this new strategy, a blind focus on the keyword ‘content’ made way for answering several questions about the theme of content creation.

As a result, people are able to find this page and at the time of writing, because it already ranks on 80 different keywords.

2 tools that help you build your SEO content strategy via search themes in a smart way

What questions do your visitors still have about your chosen theme? It is not easy to find out on your own. Fortunately, several tools have been developed to help you with this. We would like to introduce you to 2 of them:

Answer the Public
The tool Answer the Public helps you to get into the mind of your visitor and asks you to fill in only your main theme. The tool then immediately gets to work and provides you with a complete overview of all potential and relevant questions concerning this theme. Do you want to make sure that you don’t skip any important questions? Write them down, together with all the relevant keywords that emerge from them, in an overview and arrange them in the same order. This will help you to set priorities in the future.

UberSuggest
As the name suggests, this tool offers you, through various suggestions, the possibility to get inspiration around a specific search theme. Also with this tool, entering this search theme is sufficient. To complete the picture, this tool also shows the extent to which each suggestion is searched for. As you are able to answer more and more relevant questions, not only the size of your website grows but also the number of keywords on which you score.

Optimizing your website on themes in 3 steps

Have all the efforts been made to ensure that you have a clear picture of the questions that exist in relation to your search theme? Then include these in an extensive keyword survey. This will provide the basis for the development of the most valuable resource that can be found on the Internet in relation to this theme. Which steps you then take are presented to you in three phases:

Step 1: Process keywords in all your titles in the hunt for website optimization

Basically, make sure that the most important keywords always appear in the titles and headings you use. The sooner your visitor can see what he or she can get out of your page, the better. Processing keywords in all your titles and headers contributes significantly to this. Feel more than free to combine multiple keywords for maximum effect. However, don’t take this too far, make sure at all times that a text remains pleasantly legible and doesn’t appear to be written by a robot.

Step 2: Add headings that are relevant and solve questions

Build, scrape and tinker with your page until it answers all the important questions you’ve been able to find out through your preliminary research. Don’t just see each new heading as an opportunity to include new keywords, but above all as an opportunity to provide extra service to your visitor. Do you succeed time and again in providing your visitors with their needs? Then their appreciation will quickly translate into winning positions in the most important search engines.

Step 3: Stay sharp and replenish your content pages

Have you succeeded in answering many questions about the chosen theme on your page? Job well done! Time for a moment of rest. But not too long of course…The great thing about website optimization is that it doesn’t have an endpoint. Make it a habit to ask yourself every month how you can add to your page or make it, even more, user-friendly.

Get started and score on those themes Where the number one position in Google simply cannot be guaranteed to everyone, we can give you one more good advice.

Pass, measure, research, test, test, check and keep adjusting.

Focus fully on your chosen theme and let the consequences surprise everyone.

Good luck!

Do you need help with your SEO Content Strategy?

Contact FML Marketing to get the most out of your content creation. We are SEO experts and believe that content should always be the cornerstone of your SEO strategy. Feel free to reach out to us with any questions you might have regarding this topic. We are happy to help!

Related Content Creation/SEO Strategy articles by FML Marketing

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The post The winning SEO Content Strategy of 2020 appeared first on FML Marketing.

social media monitoring: 6 do’s & don’ts

DO: Assign a person responsible for monitoring within your organization

Social media is always on. Where messages used to spread more slowly, online reporting continues all day long. Even the smallest messages can affect your brand reputation. Within the organization, therefore, monitoring is not something you ‘just add to’. Certainly not at the moment that a crisis breaks out in which action is expected from your organization.

Think, for example, of a wrong reaction from a web care employee who goes viral or an accident about which reports are soon published via social media. Such events have a direct impact on a brand’s reputation. At that moment it is good to have a person who guides the process of media monitoring, informs the right people and does not panic. This person is extremely patient, can act quickly and thinks in terms of solutions.

DO: Use monitoring tools

To keep an eye on your organization’s reputation, you could hire someone to keep an eye on all channels (Twitter, Facebook, LinkedIn, Instagram, YouTube, etc.) all day long. Fortunately, there are several useful and user-friendly tools available today that make social media monitoring a lot easier. Are you just starting media monitoring? A free tool such as Hootsuite offers easy solutions for different channels and offers you the possibility to respond via this tool.

Are you looking for a monitoring tool that can help you make a real difference in the field of reputation management? Then more advanced tools will help you out. Within such a tool it is possible to get graphs of volumes and scope of reporting, but it also offers the possibility of sentiment analysis, stakeholder monitoring and easy reports for internal use.

DO: Put relevant reputation pillars in place

To ensure optimum reputation management, it is important to focus on the pillars that are important for your organization. For example, by including the RepTrak© model in online media monitoring, you can measure the state of your brand’s reputation on a structural basis and where you may need to make adjustments. The model is based on seven dimensions with twenty-three characteristics and, with the right searches, can be easily integrated into a tool.

Does your organization appear online as an innovative company? Or do you show online that you are a sustainable company? By keeping an eye on this on a monthly, weekly or even daily basis, after a while you will gain insight into the online reputation of your brand. You can also see when situations threaten to get out of hand or when you have to make adjustments if you want to maintain or achieve the desired reputation.

DON’T: Lose your mind

The world of (social) media monitoring is enormous. The number of messages that organizations receive per day is sometimes between 1,000 and 10,000. Good monitoring helps you to get a clear overview of all these reports. Note: these are also messages that you might not have encountered in the normal course of business. An overview of these reports provides many new insights, which can lead to new ideas and solutions.

But you will also come across many negative reports that you have previously overlooked. Don’t panic! Look beyond the negativity and read carefully what your target group actually thinks. Are certain patterns visible? Or are the same people always negative? Map this out within the organization and think in terms of solutions. Monitoring can help you to actually adjust your reputation because you now have a good insight into what is being said about your brand. Think of it as a great opportunity from which your organization can benefit enormously.

DON’T: Ignore important questions or criticisms

Because monitoring provides you with more information, there is a good chance that there are also important and critical questions from consumers, external stakeholders, and interest groups, for example. In order to maintain or strengthen your reputation, it is important that you are able to answer these questions clearly. Put together the most important questions on a Q&A page (question-and-answer page).

Also, be aware that responses through public channels are visible to everyone. It is therefore even more important that you are unambiguous in the answers you give. Also, keep your organization’s customer service well informed of these questions. They are in direct contact with the customer and have a major impact on brand reputation. By responding quickly, clearly and unambiguously to important questions, your reputation will not be compromised.

DON’T: Forgot to ask questions yourself

Be constantly alert to changes in your customers’ purchasing behavior or the expectations they have. By constantly asking yourself how they see your brand and what they think of it, you can specifically monitor those answers.

For example, would you like to know how a recently launched campaign was received? Include this campaign name and related topics in your search. This gives you real-time insights into sentiment, volume, and media value around the campaign. Ask yourself such questions all the time, so that you can see whether the current strategy you are pursuing is a success or whether it needs to be worked on. Are you already aware of everything that is going on online around your organization? Or do you have any tips of your own? Let me know in a comment underneath this article!

Thank you for reading our article 6 do’s & don’ts of Social Media Monitoring. FML Marketing is a boutique digital marketing agency located in Estepona, Costa del Sol. We offer digital marketing solutions to small and medium-sized organizations. To learn more about our premium marketing services, please contact us for a personal approach.

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Instagram has decided to ‘punish’ accounts that have bought followers, and likes, harder. In order to do so,The social media company has already developed tools for this purpose. These tools enable Instagram to recognize accounts that make use of this. One of the measures is, among other things, that accounts that are cheating will be asked to change their password. This immediately prevents third-party tools and companies that inadvertently have access to an Instagram account, can access the acounts.

Instagram influencers are a hot topic

Why? Well, actually everyone with an Instagram account is an influencer. Because even with few followers you are – if you notice a little – a nano-influencer. Especially if your Instagram account is thematic.

Instagram growth is a hot topic

Having a strong Instagram account, with many followers, is currently a massive challenge. Only those who have real media coverage will have a chance to reach a tremendous amount of followers. For large, or small accounts, the magic lies in having a lot of interaction. This is the sweet spot of where things are wrong.

Recognize fake Instagram followers

Needless to say, most accounts with an unickely lage amount of followers and likes are fake. You can recognize them, they are the private accounts, they have hardly any followers, sometimes have only posted five messages and the last one was in October 2017. Yet, they like your post and brands are overjoyed about it.

Shoot oneself in the foot

The market is in fact fooling itself. Because brands want to fully use and profit of all that authority on Instagram. But the people responsible for Instagram do not stick their heads in the sand. They are fully aware of the fact that if they want to boost their business model, they have to better monitor the quality of the platform. Whether that will work depends on the cleverness of the algorithm and the robots that have to carry out the cleaning. On the other side, the hackers and Insta-entrepreneurs who earn filthy stacks of cash by selling followers and likes, will not surrender without putting up a fight…

To be continued!

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