Following on from our article in our newsletter last month, which looked at a report that 24% of small businesses are yet to discover the benefits of Social Media, we decided to research whether ‘paid for’ advertising on Facebook has any benefits.
If you use Facebook personally, you may be inundated with ads that pop up in your feed; you may even find them annoying. However is it worthwhile paying for a specific advert or to increase your page likes? We looked at two case studies to find out:
Case study 1: A community page who hold regular face-face support meetings
Obj 1: to increase the number of ‘likes’ on their FB page (increase their community)
Obj 2: attract more people to attend their weekly meetings
Obj 3: increase the amount of traffic via their FB page who share ideas and comments
Budget: least amount possible
We trialled two small campaigns, with a total spend of under £10.
For this amount we were not expecting great results. The Facebook page had been recently set up & currently had 14 ‘Likes’ & 16 ‘Followers’.
The campaigns each hit between 550-600 people in the local area to the group.
Obj 1: The page now has a total of 71 ‘Likes’ & 75 ‘Followers’. Page views have increased by 54%
Obj 2: There has been a dramatic increase in the number of people who have expressed an interest in attending the meetings & actual attendance has gone up by 50%
Obj 3: People commenting on, or sharing posts has increased by 80%
Case study 2: A small start-up business consultancy
Obj 1: To increase the number of ‘likes’ & ‘Follows’ on their Facebook page
Obj 2: Increase their potential customer base (as a ‘start-up’ no specific target set)
Obj 3: Engage feedback from customers & page shares
The campaign targeted approx 100 Facebook users over 3 days
Day 1: By the end of day 1, there had been a target audience of only 36 people (resulting in 1 new like). We therefore changed the target audience to create a wider group with less specific interests (from specialisms to small businesses & consultants in general).
Looking at the results for Days 2 & 3 the Facebook target audience did not increase dramatically due to the intervention. Despite the initial promise of a target audience of 1500 users by Facebook.
Obj 1: The page now has a total of 7 new ‘likes’ & reached only 150 people
Obj 2: After the disappointing number of ‘page likes’, this objective has not been achieved
Obj 3: There have been a number of ‘post likes’ & comments. It is too early to tell whether this will grow the page ‘followers’.
For the community group, Facebook advertising was a cheap, but very effective method of marketing.
For the small consultancy, I believe that the test was insufficient to draw any distinct conclusions. Instead of deterring the customer & ourselves, we feel this provides us with great research material. We plan to run another promotion, targeted differently and we will update this blog with details of the results. We will keep you informed.
Our thoughts (these were agreed upon by both ourselves & the client):
- Was the promotion targeted correctly? We decided to promote ‘page likes’, but in hindsight, promoting a certain post of interest may have gained more attention.
- Was the timing right? The promotion fell over a Friday, Saturday & Sunday
- Was the choice of target audience correct? We chose specific catergories, maybe too precise?
- Does the fact that it is a new business deter people. Perhaps the timing of the promotion is wrong.
- Do we need to look at the Facebook page itself to see if it needs a face-lift?
- Are the objectives (set by the client) are too ambitious for a new page & a start up business?
- Chose your target audience carefully.
- Decide whether it is better to promote page likes, an event or a specific post.
- Get your timing right, both for the promotion but also your business.
- Ensure your page or post is interesting & specific enough to gain attention.
- Be specific & realistic with your objectives for the promotion.
As you will agree, interesting findings and great information to refine & learn from for the future.
Sometimes it is difficult to see what is lacking in our own CVs when we are writing them.
We all know our own career histories well: our experience and why we would be perfect for that role in our dream organisation… but does our CV really demonstrate all that?
Recently I was asked to check some CV’s of newly graduated teachers, who were applying for their first permanent roles.
Listed briefly below, are my Top 5 Tips for reviewing your CV:
- Highlight that you are the right person for the job
- What type of job are you applying for? Is it relevant to your experience or recent qualifications/training?
- If not, how will you ensure your CV shows you could do this job?
- Do you have transferable skills from volunteer placements, life experience or other jobs that show you could adequately do this role?
- You may want to write a different style of CV if this is the case? A template highlighting: Skills, Knowledge & Experience/ Qualifications rather than a traditional chronological list of workplaces & dates. This is a particularly good CV format if you are returning to work after a long period of time.
2. Ensure your CV ‘ticks all the boxes’
What is the recruiter actually looking for? (not ‘War & Peace’ fitted into two pages)
- Take the job advertisement & highlight what they have said are the ‘essential’ and any ‘desirable’ requirements
- Highlight what are the required: ‘Skills’, ‘Experience’ & ‘Qualifications’
- Also think about what ‘Behaviours’ they require? For example, have they said that the hours are not standard? If so, the need to demonstrate ‘flexibility’ will be key
- Adding a profile section ensures that you can showcase your personality (behaviours). An area often forgotten about in the struggle to focus on highlighting skills, knowledge & qualifications
3. Personalise your CV to the profession, industry or sector
Is your CV too generic? Does it shout that you are a professional or have expertise in a specific area/sector?
If not, tailor it – one size does not fit all! (having more than one CV is common, depending on the types of role you are applying for)
- Go through your CV and highlight the key facts that match the recruiter’s need (ie management skills, public sector experience or professional qualification)
- Do you need to write a specific CV? ie: General management skills; Specific profession; or Industry/Sector CV
4. Make sure it is Clear, Concise & Correct
Is the information clear? Make sure the key facts jump out from the page – 1st impressions count
- Use short sentences with descriptive language
- Take out waffle & additional material that is not relevant
- Always be factual – you will get caught out in an interview if you fib
- Make sure your words are concise, descriptive and highlight key areas required
5. Ensure your CV has the ‘Pick me up & read me’ factor. Make it attractive.
Think about the aesthetics of your CV. It is no good having a CV that is the perfect showcase for your experience, but looks boring or is full of typing mistakes. CVs are usually scanned before they are passed on to the person recruiting & often rejected if they contain errors.
- Make sure you have clear headings, laid out logically – these guide the reader through the document
- Use bullet points, text boxes & spacing to emphasise what is written
- Ensure priority information is at the top, not hidden at the end
- Use colour and bold to attract the reader’s attention – but don’t overuse
- Check your CV for typos and spelling mistakes, then …
- Ask someone else to give it an additional proofread to ensure the above
If you have any questions, please contact us at firstname.lastname@example.org or if you would like us to take a look at your CV, please contact us for details of our service.
This month we have been busy working with two customers to help them develop their plans for social media marketing.
Obviously they have decided that social media is right for them, but having been so actively involved, I wanted to research this topic further particularly around the three questions below.
* Does it work for all small businesses?
* Which types of business benefit most?
* Which social media platforms work best for which purposes?
One customer is a charity, who has an existing Facebook presence & wanted to add Twitter and a monthly newsletter (using MailChimp). They also wanted to refresh their website content and integrate the four into a cohesive strategy.
The other customer is a management consultant new to social media as a business tool, who wanted to set up a Facebook page, Twitter & regular blog.