Monthly Archives: June 2020

social listening tools

5 Key Social Listening Tools For 2020

Social listening tools are a key marketing tool for your business.  They help provide insight into what people are sharing online with regards to your brand, competitors or industry.  This information is essential to truly knowing your target audience.  In this post, we will share five of the best social listening tools that will help your business gain the insights it needs to be successful.

Awario

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This newer social listening tool is both affordable and fitting for any size business.  Awario can be used to monitor brand mentions across different categories.  You can also use it to find brand mentions that are not linked back to your business.  As a free ad-on, they have a tool called Leads that helps search for people who are looking for recommendations for products/services that are similar to yours.

The Starter Plan plan is for individuals and small businesses.  The Pro Plan is for small to medium-sized business and The Enterprise Plan is for very large businesses that are looking to monitor multiple products and competitors.

Networks that support this tool:  Facebook, Twitter, Instagram, YouTube, Google+, Reddit, news and blogs, the web.

Plans: Starter $29/month, Pro $89/month, Enterprise $299/month. Discounts for annual payment. Free trial.

Agorapulse

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This tool offers two tools in one. It is both a scheduling and monitoring tool. The tool will scour your connected accounts for @mentions along with searching through comments on your social media posts.  You can also search for certain keywords on Twitter as well as identify influencers within your social media audience.  Keep in mind this tool monitors social media accounts and not the web.

Networks that support this toolFacebook, Twitter, Instagram, YouTube.

Plans: Medium $99/mo, Large $199/mo, X-Large $299/mo, Enterprise $499/mo

 Mention

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This is one of the most popular social listening tools.  This is both a social media and web monitoring tool that will give you results from the last 24 hours.  Aside from the social listening aspect, you can also run searches on Twitter and Instagram for top influencers.  You can then import those into a list and if you want, into your CRM tool.

Furthermore, you can create customized alerts that you can filter by network, date and language. You can also further refine your alert by adding or deleting keywords.

Their solo plan is for the individual user and then moves to their Starter plan that is aimed at small businesses.  With the Starter plan you start to gain access to a lot more features.  Then you move up to their Company plan which is for larger businesses and agencies that are looking to take their brand to the next level.

Networks that support this tool: Facebook, Twitter, Instagram, YouTube, Google+, Reddit, news and blogs, the web.

Plans: Solo $29/month, Starter $99/month, Company – custom pricing. Free trial.

Brand24

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This tool is for any size business and will give insight into brand mentions across social, news, blogs, videos, forums, reviews and more.  In your feed, you will see your brand mentions and you can respond in real time directly from your dashboard.  Furthermore, your dashboard is equipped with a volume chart that will plot how your number of mentions look from day to day.

This tool also covers the influencer space and will provide you with a score to help you determine the right industry influencers to make contact with.  In addition, they offer sentiment analysis which will allow you to track positive and negative mentions.

Networks that support this tool: Facebook, Twitter and Instagram, and integrates with Slack

Plans: Personal Plus $49/month, Professional Premium $99/month, Professional Max $199/month. Offers a 14-day free trial.

 YouScan

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This social listening tool is unlike many others in that you get five searches with every plan. In addition, you can further target your searches by applying things like hashtags and keywords.  The searches are performed with a Boolean style query.   The tool only supports only a few operators so there is not much of a learning curve.  Once you have set up your searches, you can further filter them so you get the most relevant information.

One great benefit to this tool is that it offers Visual Insights. It allows you to search through images with specific psychographic and demographic that you set.  Their Smart Alerts feature will notify you when a negative mention has popped up regarding your brand.

Networks that support this tool:  Facebook, Instagram, Twitter, YouTube, VK, blogs, forums, review sites, online news, messengers

Plans: Standard $500, Pro $750, Insight $1500 per month, Ultra $5000 per month 

facebook advertising during the coronavirus

Four Tips For Facebook Advertising During The Coronavirus

If you run ads on Facebook, you should be thinking about how to move forward with you Facebook advertising during the Coronavirus.  During these uncertain times, you may be wondering if you need to adjust your current Facebook ad strategy.  Since the current climate has changed, the basic answer is yes.

 

Here are four tips for Facebook advertising during the coronavirus

 

Revisit your Facebook advertising strategy

Regardless of a pandemic, there could always be the potential for something to happen that forces us to pivot and re-explore our advertising.  As of right now, advertising on Facebook has turned upside down with larger advertisers drastically reducing their budgets.  This has now led to the average Facebook CPM to really fall to a level where it is much cheaper to serve an individual ad impression to consumers.  With more people spending more hours on the platform,  there is an opportunity to maximize your spending budget if your business can swing it.

Rethink your messaging

The world is ever changing and things can change on a national and global level without notice.  When something is going on in the world such as right now with the pandemic, as a business, you need to acknowledge it through your messaging.

When people’s livelihood is at stake, your messaging should stay away from frivolity and luxury.  The messaging should be more focused on the plight of consumers during this time.  Look to your product and services and see how they can help relieve some of the challenges people are facing.  The key is to not make your messaging dramatic by referencing COVID-19 in your advertising.   Whether you choose to continue to run ads or not, it is a personal call.  If you do, make sure it speaks to the consumer.

Respond to ad comments

Not all is lost right now with your Facebook advertising.  There are ways you can gain traction even during these uncertain times.  A great way to boost the reach of your Facebook ads is to interact with people who leave comments.   If someone leaves a meaningful comment, responding with a meaningful comment will signal to the Facebook algorithm that this content is relevant.  The one thing you want to stay away from is responding to people that are trolling.

When you respond to an initial comment, you are adding a second signal to the algorithm and if that person responds back, that is a third signal and so on.  Even a like or an emoji sends a signal to the algorithm.  In addition, all this interaction shows up on your friend’s timelines leading to organic impressions for free.  So as you can see, taking the time to respond to ad comments truly pays.

Key advice for all industries

Even though businesses are navigating uncertain times, the last thing you want to do is disengage with your audience. You want your business to stay top of mind.   Every business is learning to pivot so figuring out what works for your business is key.  Once you have a plan in place, share it with your audience.  If you are still on the fence about whether to push forward with your Facebook advertising during the coronavirus, here are some key benefits to consider.

  • You will set yourself apart from your competitors:  Moving forward with your marketing efforts will put you ahead of the other businesses that have decided to pause their advertising.
  • You get the opportunity to learn more about your target audience:  Understanding your target audience aside from their demographics is always helpful.  This will allow you to create more targeted content moving forward since you will be learning more about their buying behaviors.
  • Build a stronger relationship with your potential customers:  Now is a great time to learn more about your potential customers and how you can better serve them through the sales funnel.
  • Leverage those customers ready to buy:  With so many businesses shutting down temporarily or permanently, now is a great time for your business if you are open.  Let your customers know you are here for them and that you can provide your product or service like usual.

Continuing your Facebook advertising during the coronavirus will set your business up for success  

At some point, the current situation in the world will pass.  When that time does arrive, you don’t want to be that business trying to figure out where to start.  Keeping your Facebook advertising during the coronavirus alive will help your business be well ahead of the competition.