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Red Gem

Facebook ads, social media and digital communications for businesses. We offer strategy, support and bespoke training.

11/04/2022

New headshots for the website!
A word to the wise: design your website first, *then* do your pics. 🤦🏽‍♀️ I did the pics first and had to use quite a few filler shots. Today we put it all right. Huge thanks to the wonderful who has the ability to make everything just soooo natural and easy. Special thanks also to for the early morning blow out, to for the gorgeous colour and to for letting us the gorgeous space. Great fun to feel like a celeb for the day!

31/03/2022

Trending: Social media trends move fast. Here are eight important ones to monitor to keep your head from spinning.

http://ow.ly/CcBE50HZrYt AdEspresso

29/03/2022

It’s a common misconception that business-to-business (B2B) social media marketing isn’t effective in comparison to social media marketing aimed at individual consumers.

This is more than a misguided belief – it’s nonsense!

Social media marketing can work just as well for B2B companies as for business-to-consumer (B2C).

Read our recent blog to learn how to get started
http://ow.ly/1sUx50HZrWT

25/03/2022

Braze found that 98% of companies that give their customer engagement efforts high marks also exceed their revenue goals

Braze is a leader in the customer engagement space. Read their 2022 Global Customer Engagement Review here -

https://www.braze.com/resources/2022-global-customer-engagement-review/

23/03/2022

It’s up for debate, but the ROI on ads has been increasing in the last five years, according to data cited by Marketing Week. Read the full article here -

https://www.marketingweek.com/grace-kite-effectiveness-crisis

21/03/2022

Content marketing should be thought of as a long term strategy, rather than something which is used to gain results fast.

This article from The Drum provides a great walk-through for the uninitiated.

http://ow.ly/sRR950HZrMF

18/03/2022

Creating a strong brand identity is something that B2C brands have been getting right for decades, but it is only recently that B2B marketing has been following in its footsteps.

B2B businesses need to embrace a big shift in thinking that’s towards creating a personality for the business: making it relatable, likeable, reliable, and, ultimately, human.

17/03/2022

Read our March blog: Why demographic marketing sucks: the tale of two princes. (No prizes for guessing one of them!)

http://ow.ly/Tbz150HZrEm [image via Getty]

16/03/2022

The last two years have seen businesses adapt quickly - and profoundly - to confront internal and external challenges.

Most of us made big changes, with remote working for entire teams becoming the norm.

Externally, businesses have had to look closer at their customers to better understand their changing needs and priorities, in order to stay relevant and helpful.

Consequently, it’s likely that the buyer journeys you have carefully mapped out and planned for your customers are no longer appropriate – or in some case, actually unhelpful – in the new reality.

If you need help with your processes then get in touch with us.

15/03/2022

PSA: You don't need to post every day!

Quality over quantity

14/03/2022

In this month's blog, we look at how demographics fail to tell us the whole story about our customers.

How much do people have in common just because they fit the broad description of baby boomers?

Ozzy Osbourne and Prince Charles may share certain demographics but it’s unlikely that they exhibit the same shopping behaviours!

Factors such as age, gender, location, job or ethnicity can be relevant to segmenting an audience. It’s just that, without understanding what makes an audience tick, they will never tell the full story.

In our experience, it’s more productive to segment audiences into behavioural/attitudinal clusters first, at every point in a business’s buying cycle, and then apply demographics to the segment.

Interested? (Honestly, we find this stuff fascinating!) Read the full article to learn more.

www.red-gem.com/blog/why-demographic-marketing-sucks

12/03/2022

While I've been vocal on my personal accounts, I haven't felt that Red Gem's brand profile could add anything of value to the discussion around Russia's invasion of Ukraine.

However a thought piece from David Heinemeier Hansson really struck a cord and I wanted to share some excerpts here.

Much like the Arab Spring of 2010, we're seeing social media's incredible potential as a resource for those on the ground. (See 'Twitter and Teargas' by Zeynep Tufekci for some powerful insights and analysis on this.)

But on the other side we're also seeing State-level disinformation campaigns and the strangulation of free information. Can the little guy prevail?

As Digital Strategist Vassilena Valchanova put it so well,

"Russia has been an expert in information combat for ages. But their strategy comes from a place of authority and fear. Something that works for 20th century broadcasting.

Ukraine's strategy comes from a place of authenticity and human spirit – and this is the right approach for the Internet age.

While there's a ton wrong with social media, we're now being reminded about the amazing things that can happen when everyone can use their authentic voice to reach a larger group."

And this really speaks to my own professional paradox. Knowing the limits, risks and fragility of social media, I still chose to dance with the devil. Why?

Because its power lies in the democratisation of information, the opportunities for marginalised voices, and the way authenticity, ultimately, will always win.

11/03/2022

Facebook - sorry, 'Meta' - recently launched the Campaign Ideas Generator.

It wants to inspire and empower small businesses on its platform. The new Campaign Ideas Generator provides brands with insights, templates and recommendations, specific to seasonal events and business types.

It even gives you an Organic Post Pack, which includes a range of post templates that you can use on your page, making social media marketing .....a piece of cake!

[Source: Facebook for Business]

10/03/2022

How often do you see Ozzy Osborne and Prince Charles in the same blog piece?

Hit the link in our bio to find out why demographics fail to tell marketers the whole story about our consumers.

09/03/2022

Break some effing rules!

That's the key message in Penelope Walker latest edition of 'The Barbed Wire'. And you know what, it's pretty darn good advice. There are also actionable tips to get you started.

Our April blog will be all about why might not be right for your business (watch this space!). But if your audience is using it, you should definitely be following Penny Walker, or better yet, sign up to her newsletter here

https://www.subscribepage.com/barbrusa

09/03/2022

“The Advertising Industry Has a Problem: People Hate Ads”
The New York Times.

Over 42% of internet users currently report using ad blockers. If accurate, this equates to over 2 billion people.

Last year Apple offered its iPhone and iPad users the choice of whether or not they want to be tracked for the purpose of receiving "more relevant advertising."

Overwhelmingly people said, “nope.”

Brands need to find ways to connect with their customers that are more meaningful than just popping an ad in their social media feeds.

08/03/2022

Do you know what it is that your customer *really* cares about?

This is a great quote from B2B Marketer's report, The future of tech marketing and revenue performance: What’s impacting growth for 2022 and beyond,

"Successful, effective marketing depends on a brand investing time and energy into its purpose and ideology. It is often these values that become key competitive differentiators, particularly if there is otherwise parity on technology or price."

http://ow.ly/YTbk50HZoSt

07/03/2022

We should talk about bounce rates.

There's no point putting money behind paid social campaigns, driving 1000s of users to your website or landing page if they're just going to bounce right off again.

Facebook's Ads Manager can only tell you so much about your campaign performance. If you want the full picture behind your paid social campaign performance, you also need to get to grips with website analytics. We at Red Gem are big fans of Google Analytics but other tools are available.

With a recent ad campaign we were seeing absolutely terrific results in Ads Manager, yet the bounce rate from Facebook ad traffic was a whopping 91%.

- the targeting was spot on
- we had enough budget to make an impact
- the creatives were great

So what was wrong?

1. Google Analytics, being so widely used, is able to tell us how our client's website performs against its closest peers. Over the past 3 years, bounce rates against industry benchmarks had been increasing at a steady rate

2. Google Analytics recorded a page load speed of 4 seconds for non-bounced traffic but a load speed of 12 seconds for bounced traffic.

We already knew through Ads Manager that we were targeting 18 to 25-year-olds on their mobile phones. We can safely assume that very few of them would wait a whopping 12 seconds for a page to load.

The moral of the story? Social media marketing needs more than one dashboard. The broader your insights, the better you can drill down into what works and, just as importantly, what doesn't.

Don't throw your money away on a system that you don't fully understand!

04/03/2022

Marketing is no longer viewed as simply a cost centre. Now it is recognised as a vital engine for generating revenue.

It is therefore important that all areas of the business buy into the idea that marketing won't necessarily deliver immediate revenue. It's all about balanced development of long-term demand and the sustained growth that that brings.

[Claire Davidson, Twogether via B2B Marketing]

https://www.b2bmarketing.net/en-gb/free-downloadable-guides/future-tech-marketing-and-revenue-performance-whats-impacting-growth-2022?oly_enc_id=1794E3376467H4V

03/03/2022

41% of online adults told Forrester they’d go back to doing business with a brand that landed in hot water if the brand apologised publicly

In fact, negativity - particularly on social media - doesn't have to be a bad thing for brands.

Of course, it depends on exactly what your organisation did to land in hot water. But users are going to talk about your brand on social whether you're prepared for it or not. Our advice is to get out there ahead of the problem.

Read our blog to learn more: https://red-gem.com/why-it-pays-to-embrace-negativity-on-social-media/

02/03/2022

It’s easy to assume that anyone can run a business social media account.

Isn’t it just about posting a status occasionally or sharing some inspirational memes?

No, actually.

In many businesses, social media marketing gets palmed off on an intern or a PA as a ‘fit-it-in-when-you-can’ talk on their weekly to-do list.

This person then struggles to generate meaningful content that fits in with the wider business goals. Or they throw everything at the (social media) wall and hope that something sticks.

After a few months of sporadic posting and no engagement, bosses throw their hands up in despair and declare, “Social media doesn’t work for our business”.

Sound familiar?

The problem here isn’t social media at all; it’s that the business has been using the kind of ‘spray and pray’ marketing that rarely works long-term, mainly because there isn’t a clear audience or purpose to it.

Read our blog for actionable advice on how to bring a coherent strategy to your social media marketing, that will actually make an impact.

01/03/2022

89% of consumers would pay a premium for a brand that has an authentic purpose [The Drum Network]

Facebook advertisers have seen a drop in conversions over the past year because Facebook - sorry, 'Meta' - can no longer track user behaviour in the detail that it once did.

Brands need to find ways to connect with their customers that are more meaningful than just popping a post in their social media feeds.

Clearly defined (and proven!) values and authentic purpose are often enough to capture the attention of today's consumers.

Want to know more? Get in touch!

28/02/2022

User-generated content (UGC) works best for brands on Instagram. A recent report found that across all ages,

* 55% of consumers trust UGC over other forms of marketing,

* 49% said the same of brand websites,

* Only 19% of people trust banner ads above all else.

* At 64%, only professional industry reviews were ranked higher.

But while professional industry reviews hold more clout, they don’t translate to social media platforms, particularly visual platforms like Instagram, the same way that images created by fans do [Digital Think Tank L2].

Do customers talk about your product online?

Do you have a plan in place to leverage those reviews?

And is your plan appropriate to the platforms that you're using?

If this all sounds like stuff that you should be doing but don't know where to start... we can help! We create effective, impactful strategies, and we help our clients to put those strategies into action.

Get in touch to find out how we can help you.

Report cited: https://www.clickz.com/ugc-is-the-key-to-instagram-success-study/25558/instagram-ugc-study3

26/02/2022

Is your digital content accessible?

* At least 2.2 billion people around the world are affected by blindness and vision impairment

* 466 million suffer from hearing loss, and

* One in four adults have some form of disability or impairment

These are huge numbers! And they give some indication of the number of people globally who rely on assistive technology to access content online.

If you're planning and producing great content, make sure it's accessible to everyone!

Get our FREE Guide to creating accessible digital content - visit https://red-gem.com/digital-content-without-barriers/!

25/02/2022

Today's buyer is savvy. They know when they're seeing an ad.

They know that your blog post, white paper or free webinar is merely a tool to move them down your funnel.

They know that as much as you tell them you care, what you really want is their investment.

You're already swimming upstream. So when it comes to designing a paid social campaign, give yourself the best possible chance to succeed. These three questions will help!

24/02/2022

Your buyer is changing!

The reality is that B2B buyers of today are not waiting for you to connect with them. They are online doing their own research working out the best path to purchase.

Studies suggest that up to 80% of the B2B buyer journey happens online and in the dark.

If your content is there, answering their questions while they're in that consideration phase, someone else's will be.

Contact us to find out how to build an effective content marketing strategy for your business.

23/02/2022

Even when you sell to a business, it’s a human that makes the final decision about whether or not to buy from your company.

When someone buys on behalf of a business, they can feel surprisingly vulnerable. Make the wrong choice and they could lose their company money, inconvenience their colleagues or, in the worst-case scenario, even damage their reputation or career.

This is why even B2B social media marketing is really, ultimately, about human connection.

Read our recent blog to learn about more common struggles in B2B social media marketing and how you can beat them!

22/02/2022

Your buyer’s memory is flawed. When presented with a variety of information, they’re more likely to remember the last thing they see, followed by the first thing.
Being in the middle of the list often means being forgotten.

That's why content marketing and a comprehensive ad strategy are so important.

Start with a customer journey map to ensure that you're sharing the right content to meet your prospect's needs at every step along their buying journey.

[credit Katelyn Bourgoin, CustomerCamp.co]

21/02/2022

There are three common B2B social media marketing struggles that often hold businesses back. Our recent blog looks at what they are and how to beat them to get the best ROI on your social media investment

Hit the link in our bio to read the blog in full!

19/02/2022

Ad spend on Facebook and Instagram grew 43% since Q3 2020.

This, despite a drastic reduction in the depth of insights and accuracy of results data!

For our part, it's been quite nice...! The lack of insight was disquieting at first, but when you're forced to find a meaningful connection rather than simply following the data, it makes for a far more rewarding experience, for customers and advertisers alike!

(https://go.emplifi.io/social-media-trends-q3-2021.html)

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The Content Marketing Institute’s report, ‘It pays to put the audience first’ showed that: 65% of the most successful content marketers have a documented strategy vs. 14% of the least successful 73% say it keeps their teams focused on established content priorities 68% say it helps their team allocate resources to optimize desired results A content marketing strategy and editorial calendar will also help you to allocate resources effectively – if you know the type of content you need to create and where it’s going to be published, you can ensure that time, budget and effort is focused on those areas. Read our latest blog for tips and insights on how to de-clutter your content to reach your target consumer. http://ow.ly/waOf50FshOn

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