Do Facebook Page Followers Still Matter?

Do Facebook Page Followers Still Matter?

There are so many important metrics to track when marketing your business online. Each social platform has its own metrics with some that are more important than others. When it comes to Facebook, how much does your page follower count matter? Should you be worried if that number isn’t increasing? Here’s what you need to know.

Facebook’s Engagement Evolution

About 5 years ago, Facebook was vastly different. The more likes your business page had, the more people would see your content and hopefully engage with it. The more people that engaged with it, the more people beyond that initial group would also be exposed. At that time, people could only see the content of a business page if they followed or liked the page. There was an incentive there.

In 2018, everything changed. Over the last few years, Facebook has made it more challenging to reach people who have connected with your profile. Why? Because they want you to pay to play!  

It’s all about compelling brands to pay for ad space in their target market’s newsfeed. This article from SocialMediaToday explains it well. While likes still matter, they aren’t an indicator of revenue for your business. It’s better to focus your marketing budget on promoted content and paid ads on Facebook rather than campaigns to increase page likes.

Why Aren’t People Seeing My Content?

If someone likes my page, shouldn’t they see my content? The answer is no. In January of 2018, Zuckerberg implemented a Facebook algorithm that would affect exactly that. The change focused on “prioritizing content” based on “user experience.” The newsfeed was no longer based on “who and what you are following.” It was now solely based on user engagement.

This was the article that was launched in 2018 that took everyone in the social media marketing industry by storm as we had to start learning and implementing new and improved ways to target our markets and optimize reach. Zuckerberg was basically saying that only 3-5% of people who have liked a brand’s page would actually see that brand’s posts.

However, people would see posts from brands that they engaged with deeper than simply liking the page.

When this happened, all sorts of content was published (and is still published today) to direct people away from vanity metrics which are things like the number of followers or the number of website page views. Instead, we’re encouraged to track effective and measurable metrics like comments, shares, engagement rates, unique web visitors (not repeat views), bounce rates, time spent on the website, etc.

What Brands Need to Know

Engagement metrics assist us in understanding your impact, your social presence, and your brand’s ability to attract viewership.

People today are not as compelled to like pages in the way that they were before. At SocialEyes, we engage with the content we want to see more of. For example, let’s say you enjoy Amy Porterfield’s content. If this is the case, then you should like and comment on her posts so you can see more of them. Facebook will show you more of the content you’re most likely to engage with.

So, what does all this mean for brands? It means you shouldn’t get hung up on Facebook page followers. Instead, focus on increasing your reach, engagement, and exposure. Other than making you look popular, page followers have no fundamental bearing on who sees what. The key takeaway for your marketing to succeed on Facebook is that you need to pay to play.

SocialEyes Communications is committed to helping our clients stay ahead of the digital marketing curve. If you’re ready to maximize your brand’s reach and engagement on Facebook, contact us today.

How Lawyers Can Adapt to Today’s Climate

How Lawyers Can Adapt to Today’s Climate

Law firms are among the fortunate businesses that can still thrive during this crisis. Not only can you connect with your clients online and through technology, but your services are still in demand. Now is not the time to retreat out of fear or anxiety. This is the time to adapt and to come out on top. Here are some tips to help guide you.

1. Leverage Social Media

If you haven’t already implemented a strong social media strategy, now is the time to do so. People are spending more time online these days, especially on social media platforms. Many are working from home and scrolling through social media for entertainment. Your firm should be active on your profiles as well as through social ads.

That also means doubling down on your engagement efforts. Reply to comments, create conversations, connect with your peers. Use the different features on each platform like stories, live videos, hashtags, and regular text and image posts.

What should you be posting about right now? How your law firm can help your clients through this difficult time. Show that you understand the challenges many are facing. What kinds of solutions can you provide? Be proactive, helpful, and authentic.

2. Optimize Your Website

Your law firm should already have a website that allows interested visitors to learn more about your services and contact you. Now is the time to optimize your website and make it even more useful. If your office is closed, people will be looking at your website for answers instead of calling your phone number. Have you made it easy for them to find those answers?

Here are some key elements of your site to focus on:

  • Clear and easy navigation
  • Cohesive branding
  • Downloadable forms and resources
  • Obvious contact information

Ensure your e-forms have e-signature capabilities. This makes signing documents even easier and more convenient for your clients.

Your contact page should now also include information regarding the crisis. If your physical office isn’t currently open, make that clear. Show them the best ways to contact you instead.

3. Offer Services Virtually

Service providers, like law firms, are fortunate because they don’t depend on brick and mortar locations as much as retail businesses do. Law firms don’t usually rely on window shoppers or walk-in traffic. Your essential tasks can all be done online with technology. For example,

  • To meet with your clients, set up Zoom or Skype calls
  • Communicate with your team through Slack
  • Scan paper documents into digital forms with mobile scanner apps

As long as you have a space to set up your laptop and take meetings, your business can continue as usual. Remember to adapt to your clients’ new realities by being more present on social media, optimizing your site, and making the most of technologies.

As for the court closures, request teleconference hearings when possible. Most hearings and general sittings of the court are being postponed, so be aware of that when creating timelines and deadlines with your team and clients.   Ready to level up your social media marketing strategy? Contact us today to get started.

Financial Service Providers: See the Opportunity in Change

Financial Service Providers: See the Opportunity in Change

Businesses that offer financial services are being faced with a huge opportunity right now. People everywhere are evaluating their finances and wondering how they’re going to make it through this crisis. Your business can provide immense relief, support, and information. Taking advantage of this opportunity in an adaptable and effective way is your challenge. Here are some ways you can serve your customers.

  1.  Provide Information

This pandemic is changing every day. For most people, that uncertainty is alarming and unsettling. You can ease their nerves by providing accurate and timely information regarding finances. How are the pandemic changes affecting financial services? Are you communicating those changes to your customers?

You can provide this information in several ways. Send regular email updates to your clients. Write blog posts. Be active on social media. Research the questions your customers are asking and find different ways to answer them. Take telephone and video meetings with clients who want to talk in person.

Now is the time to get in front of your community and provide valuable insight. Your reliable information and guidance can be amazing for easing minds and nerves.

  • Be Present Online

You know where most of your customers are spending their time right now. At home and online. They’re scrolling through social media for entertainment, news, and advice. Your business needs to be leveraging its social media strategy to take advantage of this increase in traffic.

How can you leverage social media? By posting relevant, accurate, and empathetic content. Use stories and live videos to share helpful information and to give tips. As an expert in the field, your opinion on finances is hugely valuable right now. Don’t hesitate to help your audience.

Consider hosting a live video discussion where customers can ask you questions and get answers in real-time. Talk about the state of the economic climate right now. You can easily host this discussion through your smartphone from home. Remember to be authentic to the situation. It’s okay to share how you’re struggling and relate to your customers. Just be sure to follow with real solutions.  

  • Adapt to Technology

Most financial businesses use technology quite a bit, so adapting even further shouldn’t be a problem. The biggest changes you’ll have to make are switching to online meetings and communicating with your team and clients remotely. Some tools that make this easier are Slack, Asana, Zoom, and Skype.

If you weren’t doing this before, start making your application forms usable online. Clients should be able to fill out forms from their laptops and send them back to you. Make sure your forms have e-signature capabilities. Insurance advisors can continue to attract and convert leads by making the most of different technologies.

The demand for financial services is high right now. People are ready to learn about protecting their financial future and stretching their money further. It’s up to your business to seize this opportunity and adapt to the changes.

For help optimizing your social media strategy, contact us today.

Attention Realtors: Adapt Your Business via the Power of Technology

Attention Realtors: Adapt Your Business via the Power of Technology

Realtors everywhere are wondering how to continue business as usual when the climate is anything but normal. How can people buy houses if they’re in isolation? How can I best serve my clients right now? These are great questions that can be answered with technology. Specifically, through leveraging social media.

Social media has long been aiding in realtors’ marketing plans. Right now, more homebuyers/sellers are spending time on social media and the internet in general. This is the best place to communicate, connect, and engage with your clients.

Let’s start with one of the main tasks of being a realtor: showing your clients new listings through open houses and tours.

You can still provide these services through technology. Consider filming a tour of the listing and then posting it to your Instagram feed. It’s best to film it as a story so it can be watched later. File the story in a highlights reel for current listings. Your clients can see every aspect of the home from the safety of their current dwelling.

If your client is trying to sell their home, guide them on filming a tour. Take their video and edit it. Then, send it to your network of realtors. Collaboration with other agents has never been so important. Make sure you’re connected to other realtors on social media so you can see their new listings quickly and send their videos to your clients.

Should you still focus on database building right now?

Absolutely! Email was important before Covid-19 and it’s still important now. People are spending more time on their laptops and computers, many working from home, so they have more access to their email than usual. Take advantage of this by creating email campaigns that cater to your clients’ needs. One campaign could be for buyers and another for sellers. Give them tips that pertain to their goals in the current climate.

Remember, not addressing the current climate can make you seem tone-deaf and insensitive. Don’t avoid talking about the situation, be authentic and real about it.    

How can you continue building your reputation?

Again, through social media marketing. Your profiles are still great places to build authority and credibility in the industry. Plus, now is the perfect time to get authentic with your audience. Show your community that you’re also being affected and that we’re all in this together. You could do this by filming a live video on Instagram or Facebook. Share how you’ve been coping with the situation and any tips you can give others.

If you can come through with effective tips and real solutions to their problems, your reputation will grow. Consider all the different ways you can be of service to your clients right now.

Can you really sell houses online?

Totally. The reasons people want to sell their homes or buy new ones haven’t changed. The process of doing the selling and buying has. Being adaptable and proactive as a realtor is key in a time like this. Use technology and social media to your advantage and support your network of realtors. If you need some guidance when it comes to social media marketing during this pandemic, we can help. Contact us today to get started! 

Navigating Your Business in Uncertain Times

Navigating Your Business in Uncertain Times

Businesses everywhere have been impacted by the coronavirus and many owners are anxious about taking next steps. If you’re in this situation, you’re not alone. And, there are plenty of things you can do to stay busy and keep moving your business forward. 

Communication is Key

With so many people practicing social distancing, face-to-face communication is uncommon. However, that doesn’t mean you can’t maintain regular communication with customers, clients, employees, and your community.

You just need to find new ways to communicate. For your customers, consider sending out email newsletters or getting more active on social media. For your team, join a real-time communication platform, like Slack, to support each other.

We may be physically distancing ourselves from our communities, but online communication has never been easier.

Get Your Team on the Same Page

If you’ve sent everyone home to work remotely, you’ve taken a noble first step. Managing your team remotely is the next challenge.

Platforms like Slack and Asana are great for keeping everyone on the same page. Slack allows for real-time conversations between the whole group or select individuals.

Make your expectations for your team clear from the start. If you want everyone to be available on Slack from 9 to 5, say so. Ask your team for their input on how to ensure everyone is productive and focused. Remember, for many people, this is their first time working from home. It may take some time to adjust to working in a new environment.

Adapt to Appropriate Technology

If you sell tangible products but had to close your storefront’s doors, you can still keep your virtual doors open. This is an amazing excuse to explore e-commerce channels and get your business online.

Where would your products sell best online? Through Facebook, Instagram, or Shopify? Can you offer fast delivery or curbside pickup?

If your business is service based, how can you provide your services without physical contact? Zoom and Skype are great tools for online consultations and meetings with clients.

Strengthen Your Online Presence

As mentioned above, communication with your community is super important right now. Be a strong and supportive source for your customers and followers. Now is the perfect time to double down on your online strategies.

Start by brainstorming new content ideas. Putting out fresh and relevant content is crucial to your online presence. Keep it authentic, on-brand, and timely. Some examples are:

  • Resources for the elderly community
  • If you’re working from home, show how you’re using your time
  • Shoutout different #HealthcareHeroes in your community
  • Cooking recipes, music playlists, cute pets

Another idea is to start a virtual book club. Look for ways to unite your online community and spur engagement.

Make sure you’re optimizing your engagement online. That means responding to all comments and encouraging positive conversations. Perhaps you can post polls or questions in your Instagram Storied to get new discussions started. This is an amazing opportunity to learn more about your audience and new ways to provide value.

Remember, This Too Shall Pass

The uncertainty is affecting everyone right now, not in the least small and medium-sized businesses. Remember that we’re all in this together. Remind your team, customers, and community that they’re not alone. This too shall pass.

How are you preparing your business for when it passes? If you need help getting your business online and creating a strong online presence, we can help. Give us a call at 416-938-1240 or send us a message today.

The Evolution of Marketing for Lawyers and Law Firms

The Evolution of Marketing for Lawyers and Law Firms

This article first appeared in The Lawyer’s Daily.

(January 28, 2020, 11:24 AM EST) — Legal marketing has gone through a major shift and notable evolution over the years. There was once a time where the law society prevented lawyers and firms from marketing themselves and in some cases even forbade many forms of marketing and soliciting business via means of advertising strategy. Lawyers were not allowed to advertise on TV, billboards, buses, via Yellow Pages, radio, etc.

There was reasoning behind these restrictions: protection of the legal industry and profession as a whole and preventing the power of advertising persuasion and influence.

Law firms and lawyers today must adhere to and obey the Rules of Professional Conduct  by the Law Society of Ontario. Chapter 4 addresses marketing of professional services. Section 4.2-1 states that: “A lawyer may market legal services only if the marketing a) is demonstrably true, accurate and verifiable; b) is neither misleading, confusing or deceptive, nor likely to mislead, confuse or deceive; and c) is in the best interests of the public and is consistent with a high standard of professionalism.”

In today’s world, marketing strategy is now not just the norm, but a necessary practice embedded in most successful firms’ business development plans. Traditional marketing now co-exists with inperson networking and digital marketing — and most large national firms today implement a holistic strategy comprised of various marketing, technology and business development tactics. This has been pegged as innovation.

Today we see all sorts of legal marketing happening in mainstream media, magazines, e-newsletters, direct mailouts, but also online on blogs, social media, websites, YouTube, podcasts and more. In fact, marketing has now become an essential element of a law firm and lawyer’s practice.

In the late ’90s and early 2000s, the Internet era started rolling and businesses started to use the power of the world wide web to market their business. Law firms started to create their own websites. Over the next decade, out came paid digital advertising practices, search engine optimization tactics and social campaigns. Lawyers and law firms were slow to the race, however; by the time we reached 2012-2013, we started to see law firms beginning to adopt.

As a marketing and business development co-ordinator at a mid-size Toronto boutique litigation firm, part of my role in 2014 was conducting a competitor analysis and online audit of digital best practices among other firms. Launching the firm blog, getting the firm’s lawyers using LinkedIn and debuting a solid social media strategy fell within the scope of my work and by 2015, the firm was utilizing the power of online marketing to raise awareness of the firm and its lawyers.

Modern day legal marketing

We still see billboards, we still hear radio ads, we still advertise in magazines and newspapers.Traditional marketing and advertising still exists and there are definitely ways of getting exposure inall traditional media opportunities, whether earned or paid.

Today, however, law firms and lawyers are utilizing online marketing strategy to gain exposure, target a market and raise their profile. The power of the Internet cannot be ignored and while at the end of the day, word-of-mouth and in-person networking are crucial, in today’s world, reputation is not enough on its own to build business, attract clients and grow.

Legal discussions and engagements are happening on platforms like Twitter in real time, a platform

largely attended by lawyers. It is becoming more and more important to be part of the conversation

as a means to understand the landscape and be part of this online community.

Technology is ever-advancing and each month there are new strategies, platforms, tactics and best practices to consider: from Facebook to LinkedIn to YouTube and now platforms like TikTok, innovation and modernization is necessary to evolve, adapt and reach new audiences.

With change comes opportunity, innovation and the ability to reach clients like never before and

establish authority, leadership and credibility.

Digital marketing’s competitive advantage

There is no doubt that business development tactics like taking a client for lunch, attending networking events, staying in touch with contacts and referral sources are important practices. These practices should be maintained.

Traditional media also still has significant value and weight. Exposure via traditional marketing is a

valuable tool for brand exposure and profile.

Digital marketing is a whole different ball game when it comes to analytics and target marketing. A magazine and newspaper have distribution numbers, readership demographics and circulation rates; social media analytics disclose reach, click-through rates, cost per click results, cost per acquisition; website analytics provide time spent on page, page views, bounce rates and consumer behavior data. Taking things a step further, social media and digital media buys allow users to target their market by demographic: geographic location, age range, interests, occupation, job roles and more.

The digital revolution is a powerful marketing tool

Stay tuned for part two of this article, which will touch on the power of analytics, target marketing and tips to optimize digital marketing strategy for your legal business and practice.

Marly Broudie is the founder and CEO of SocialEyes Communications Inc., a digital marketing agency

based in Toronto. Broudie started her career as a paralegal and then worked at a litigation firm in

business development and marketing, where she honed her skills in social media, marketing, content

creation and Internet marketing.