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EMERGE ATTENDS CUSTOMER SERVICE MANAGEMENT TRAINING WITH JONATHAN YABUT
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Emerge Attends Customers Service Management Training with Jonathan Yabut

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Select Emergians, who usually handle external communications, attended the Advanced Customer Service Management on Chat & Email Boot Camp with Jonathan Yabut held July 1st, 2022. Present during the virtual training were Fey Gerero, Ge Baladhay, Ghera Guanzon, Harold Bacani – Brand & Communications Specialists; Kyle Bernardo – Community Management Specialist; Jane Asana, Marco Nepomuceno – Paid Ads Specialists; Nesie Obiado – Sales & Marketing; Christian Manuel – Web Development; Patrick Lee Orquiola – Creative Design Lead; and Jimmar Merino – Senior Account Manager & Brand Strategy Lead. Providing excellent customer service involves maintaining a strong relationship with the company’s stakeholders, whether inside or outside the organization; that’s why these Emergians took their time to learn and expand their knowledge on managing communications with our clients and other external company stakeholders ABOUT THE SPEAKER Jonathan Yabut is the resource speaker of the online workshop; you might remember him as the winner of The Apprentice Asia 2013. He is now the founder of JY Consultancy & Ventures, providing free and premium online workshops and onsite speakerships to various industries in the Philippines and abroad. He presented the webinar in a live session via Zoom and took the time to engage with the audience. ABOUT THE WEBINAR The webinar is considered an online boot camp to level up the participants’ ability to manage customer inquiries in written communication, especially on email, chats, and other online communication tools. The first part gave the audience a comprehensive understanding of the etiquette of written engagement and the difference and advantages of emails and chats as modes of communication with your clients. Jonathan talked about the pros and cons of using email or chats, but he highlighted the importance of using a company email and a group chat for constant communication. The second part focused on customer engagement in chat and email. Furthermore, the final part focused on super apps and software for customer engagement. Aligned with Emerge’s digital-first approach, the team agreed that this was the best part of the online workshop because they realized they were already making these recommendations. It just boosted their knowledge to a new level gearing up for a virtual-centric process. From lead generation to onboarding to providing essential services and having a daily conversation with the client, everything must be done online. So the team took notes on the apps and software to be used and some tips on minimizing time-consuming activities to a more ergonomic and fast-paced exchange. CONCLUSION During the “Question and Answer” workshop, Jonathan emphasized that going digital is the new norm and that there is no going back. We can only move forward knowing that the digital era is here, and the business structures and systems should adapt to the ever-changing landscape of the digital world. Moreover, Emerge is on the right track with its evolutions and updates on social media management, media buying, website development, and community management. Digital-first is the new rule!

Our Blog

Emerge CEO Empowers the Healthcare Industry with recent webinar 

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To help businesses in the healthcare industry to be customer-centric and apply the digital-first approach in their business process during these uncertain times, Emerge recently held its webinar presented by its own CEO, Richard Noromor. Entitled “Empowering the Healthcare Industry: A Customer-Centric Digital-first Approach”, the livestream event went online on the Emerge Facebook page last May 13, 2022. Its main objectives were to have a better understanding of the customer-centric digital-first approach. Also, to make marketers in the industry be aware of creating a customer-centric and digital-first approach marketing initiatives for consumers and to improve digital-first health consumers’ experiences. Before the pandemic, the most effective way of promoting a product, especially in the healthcare industry, was through traditional and offline marketing. This includes launching radio ad campaigns, print advertisements, and out-of-home ads. However, the buying behavior of every consumer is greatly affected after the pandemic has begun. In order to continuously reach and satisfy the needs of the consumers, healthcare businesses must learn how to utilize the power of digital marketing. But first, what’s the digital-first approach? The digital-first approach means setting your plan and strategy through the use of different online platforms or tools and adapting it offline. One of the goals of the digital-first approach is to improve digital consumers’ discovery experience. This type of customer-centric approach will ensure that every customer will be at ease whenever they are looking for a business that will suit their needs. Most importantly, the overall customer experience needs to be considered by the business because it’s the collective result of emotions and perceptions of a customer toward a product. EMPOWERING THE HEALTHCARE INDUSTRY Richard Noromor shared the following tips on designing a customer-centric digital-first approach in marketing initiatives focused on the healthcare industry: Practice empathy-based marketing Healthcare customers, according to Rob Klein and Partners, prefer empathetic healthcare providers over non-empathic healthcare providers. Customers in our current situation choose healthcare providers that give high value to what they feel. Make innovations The role of technology in the healthcare industry is to communicate easily with your customers. Furthermore, advancements in healthcare equipment will meet the demands of healthcare customers. Enable omnichannel customer experience Educating healthcare consumers through various channels is the most effective approach to engage with them. Healthcare consumers are more likely to give positive feedback to healthcare providers who provide extensive information about their services, whether online or offline. Adopt data-driven analytics Utilizing data analytics in the healthcare industry will result in better decision-making. The information acquired from data analytics will assist the healthcare business in gaining consumer insights to better optimize their service. APPLYING DIGITAL-FIRST APPROACH IN MARKETING INITIATIVES Finally, Richard also shared some steps businesses in the healthcare industry can take to improve the digital health experience for their consumers: Maximize the use of social media Creating a healthcare marketing campaign on social media, especially in Facebook will reach a huge number of audience that can be converted into potential customers. Additionally, the best way to engage easily with healthcare customers is through the use of social media platforms. So make sure you are visible where your customers are. Listen to your patients online Customer feedback has a huge impact on the buying behavior of a person. Nowadays, healthcare consumers are relying on testimonials or reviews before availing a product or service from a healthcare provider. Offer online scheduling With the current situation, online booking is the most effective and safest way of scheduling a meeting with your clients. Around 41.4% of the Philippine population are using online platforms on scheduling their appointments with their service providers. Use Search Engine Marketing (SEM) When looking for a service online, the majority of Filipinos use keywords. With the help of technological innovation, particularly SEM, patients can make better selections when choosing a healthcare provider. The livestream event ended with an invite for all businesses to have a free consultation or have conversations with Emerge’s subject matter experts which you can also do right now at www.emerge.com.ph Did not catch the livestream? Don’t worry! Watch the full webinar here: “What I learned from the webinar is that every business, especially the healthcare industry needs to implement a digital-first and customer-centric approach on their marketing campaigns. Businesses must carefully scrutinize each step with a digital-first approach in creating an effective digital marketing campaign. During the pandemic, we are not allowed to go outside to check on our health, however, thanks to technology innovation and digital marketing, healthcare consumers can now virtually meet with their healthcare practitioners for an e-consultation. Some tips were like a lightbulb moment so I’m glad I got to watch this webinar,” shared by one of the viewers. With the constant challenge in digital marketing, Emerge is always utilizing the digital-first approach which has helped most businesses in achieving their business and digital goals altogether. For more success stories and case studies, you may check our resources here.

Guides, Our Blog, Social Media Marketing Philippines

How digital marketing can save your business in this pandemic

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There is no denying that this one-year-old pandemic has changed everything in our lives. From the daily routines we have been used to, some personal aspects such as our interactions which are mostly physical, are significantly affected. And with this, challenges and new obstacles are brought about for businesses and companies all over. Unfortunately, until now businesses are having a hard time keeping up with what to do to keep the business growing given that restrictions and other protocols must be followed. However, instead of seeing the downside of the changes in our day-to-day lives, the age of modernity also provides us a modern solution. We are now in a world where resources are easily available and we only need to navigate them well and utilize the said resources strategically. It may have been, without a doubt, an option in the past to pay less attention and regard to marketing, in general, as compared to the other departments of the company. But in this time where many people’s choices are highly influenced by branding and digital presence, and almost everything relies on technology, a business with no online marketing is at a disadvantage. Here’s why digital marketing matters greatly for your business now. Gives you a few steps ahead Many businesses are already trying to go back to their normal operations if that’s really possible. Of course, it is not a walk in the park while we are in the middle of a crisis. But continuously working on the competitive advantage of a business gives you a few steps ahead of your competitors. And those steps are motivated by your online presence. In having a business, it is important to keep in mind that where there is a crowd, there is a market. And during this pandemic, your supposed crowd is usually stuck at home, avoiding public places to stay safe, and living through their gadget’s screen— in short, they are online where your marketing should be as well. Find out how to utilize Facebook Ads effectively beginners with this guide from Social Media Examiner. Allows you to get to know your audience. While face-to-face interactions are understood to be more personal and honest, the age of technology changes such perception and allows us to get to know our audience with much more convenience— and in this situation— much safety against the pandemic. We only need to highlight this feature and may apply it by knowing your audience better. This happens when we interact with them and engage them which also makes them feel valued. If you want to connect with potential customers, you must know how to generate leads via Facebook posts and ads. Learn more about it here. Gives a chance to your brand’s reputation And as I’ve mentioned above, digital marketing is what helps your product be known to the online world. So why not work on your brand as well and build brand awareness through social media and the internet? Let your potential customers and audience be familiar with your brand online until it is safe for face-to-face interactions. To know how to start boosting your brand in the digital landscape, especially on Facebook, this is your ultimate guide from us. We can say that it truly is a tough time not just for individuals but for businesses out there as we are all just starting to recover and get used to the new normal. But remember to not let the coronavirus pandemic be the limit of your business. Studying and analyzing the current situation and the future will help you prepare. And as for taking the first step into surviving and growing your business amidst the new normal, give a go on your marketing effort. The digital marketing effort. If you’re excited to learn more, get in touch with us.

Our Blog, Social Media, Social Media Marketing Philippines

Facebook Insights: A Guide for Growing Your Business Page

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Are you wondering why you’re not getting leads or sales from your Facebook ads? Or do you have any idea where your fans are coming from? Having a Facebook Page for your business is a great opportunity to connect your brand with your audience. It gives your business a great amount of exposure in front of your target audience. But why Facebook is still not working for you? Maybe you got the wrong target audience. Maybe your posts do not connect or are not relevant enough to your audience. If you think showing irrelevant posts to your audience is okay, then you haven’t been paying attention. Posting without understanding who your audience is or their preferences is like riding a bicycle with your eyes closed – nonsense and dangerous. Why Use Facebook Insights? According to Statista, there are about 44 million Facebook users in the Philippines this year and we are at the top spot on social media usage around the world. Taking this into consideration, having a Facebook Page for your brand is a giant leap for your business already. However, with recent big changes in its algorithms, Facebook now prioritizes showing posts from your friends and family more than posts and articles from different brands. This makes it harder for us to reach our audience and get their attention. That’s where Facebook Insights comes into the picture. With this completely free tool, you get to know the Page’s performance along with useful metrics to make sure that you are presenting the right content on your audience’s screen. So in this blog, I put together a guide to Facebook Insights for business owners or marketers like you to explore the key areas of your Facebook page and help you understand that each metric is important to your social media strategy. Comprehensive Guide to Facebook Insights Before anything else, go first to your Facebook Page and click “Insights”. If you don’t see “Insights” at first, click More. See the image below. Now that you are on the Dashboard, here are some key points to remember: Overview The Overview section is where you can find the overall performance of your Page from yesterday up to the last 28 days if you want to drop by for a quick glance. You can also track: How many people liked your Page over the last 7 or 28 days; The estimated number of people who saw all the posts (contents) you posted over the last 7 or 28 days; and How many people have engaged with your contents through reactions, comments, and shares over the last 7 or 28 days. Yes, the data available in the overview section is only limited to 7 days (or 28 days) and the estimated numbers that you can check from time to time. For a more deep-dive observation, each section breaks down every detail that you need. Tip: If you go to the bottommost part of the Overview section, you’ll find “Pages to Watch”. In this area, you can add Facebook Pages that are similar to yours or your direct competitors for you to monitor their performances as well. This includes checking their performances based on likes and engagements. Page Likes The Page Likes or Likes section allows you to see your Page’s performance according to the number of likes and where those likes came from. It is broken down into three subsections which are: Total Page Likes: You can find the total number of Page likes where you can also adjust the date range to see the number of likes your Page got from a specific time period. Net Likes: You can find the number of new likes minus the number of unlikes on a specific day. You can also find your average number of unlikes, organic and paid likes in this area. Where Your Page Likes Happened: You’ll be able to know where your page likes came from such as from visiting your page directly, a page suggestion, from a search, or how many came from your page likes campaign ads. Tip: Find the highest peak in the Net Likes and Where Your Page Likes Happened, then click it. There, you will see the specific date and the source of likes and unlikes. Backtrack to what was posted on that date and use the data gathered to continue having that peak. Reach In the Post Reach or Reach section, you can see how many people saw your posts and how they interacted with them. It’s broken down into the following: Post Reach: The estimated number of people where your posts appear on their screen which is also divided into organic & paid reach so you’ll know how your ads performed in relation to its organic activity. Recommendations: People, in general, would click “Recommend” if they like their experience with the business itself, not the Page, but you’ll see how many people recommended your Page or business whichever the customers perceive. Reactions, Comments, and Shares: In this area, you’ll see the number of people that clicked the three buttons below your post which means that they engaged with it. Reactions: See how your fans specifically react with your post now that Facebook introduced five other ways you could react to content. These are Like, Love, Haha, Wow, Sad, or Angry. Hide, Report as Spam, Unlikes: Considered as negative engagements, you can see how many people decided that they don’t want to see your posts as well as those who took back their like from your Page. Posts The Post Section is divided into two key areas. The topmost area is subdivided into three metrics: When Your Fans are Online: You can find out which day of the week your fans are online the most and the number of fans online per hour of the day. The data is only based on the most recent week, so it’s ideal to check this part every day to know the best time and day to post your content. Post

Facebook Advertising, Our Blog

4 Surefire Ways to Target Your Ideal Customers on Facebook

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Are you wondering why you’re not closing leads on Facebook? Or you are not getting any engagements at all? It seems your ad is lost in the middle of the forest. Maybe you’ve got the wrong people seeing your ads. Worry not! In today’s post, I will be sharing the four effective ways you can use to target the right audience so you can get great results. Advertising on Facebook is one of the biggest, if not the greatest opportunities for business owners widely available today. Unlike traditional marketing, you can target people on Facebook using a variety of factors that can narrow down its billions of users into small and specific audiences. Nowadays, internet users are aware that if you use social media, you will be advertised to and all information that you’ve input into your profile gives these social media platforms an idea of what should they show to the user. So how can you advertise on Facebook and generate sales with the right audience? 4 Surefire Ways to Target Your Ideal Customers on Facebook Here are four surefire ways to target your ideal customers on Facebook: Know your audience Let’s start with the basics. How well do you know your audience? Do you already have your buyer persona? If you don’t have one yet, let this buyer persona builder help you to create one for yourself. I highly recommend making a buyer persona before you can get started on your ad. Understanding who your ideal audiences give you an advantage of knowing the attributes of Facebook users that you’ll be advertising to. Most Facebook users complete their profile details including age, gender, location, hobbies, music genre, and etc. Aside from the capability of Facebook to show ads based on your activities, your ads can be shown based on the former. This helps advertisers a lot especially when it comes to targeting very specific users based on their age, gender, and even marital status. Location targeting is also helpful if you only want to reach out to users within the radius of your physical store. Tip: Put yourself in your customer’s shoes. What problems that your product or service are trying to solve? Remarketing Are you familiar with the phrase “low hanging fruit”? Let me explain what it is. Low hanging fruit refers to those consumers who are easiest to attract to your business. Imagine remarketing as your low hanging fruit strategy. The best choice for targeting your ideal customers are those who’ve already visited your website and has background knowledge about what you offer. By using Facebook pixels to track website visitors, you can track behaviors of people who visited your website, so you can use that data to optimize your ads. The process is simply like this: Visitors come to your website and Facebook will show your ads based on what they browse within your website. Tip: Your remarketing ads should focus on what you offer already, albeit the features and benefits should be seen. These audiences need a little more push to be convinced to make a purchase. Lookalike audience Custom audiences allow businesses to build a list of target audiences based on existing consumer information. Simply put, Facebook will take a group of users and identify what they have in common. Those similar users will be targeted by your ads. It’s powerful, right? But let’s remember this. If and only if you have a steady amount of leads already, only then you can extend your reach to lookalike audiences. Interest targeting We can all agree that as Facebook users, we tend to be fans of hundreds of brands and put self-described hobbies or favorite activities into our profiles. Targeting based on interests will allow you to get inside the heads of Facebook users and be the perfect audience for your product and/or services. The goal is to show your ads to specific people who have interests that match with your brand who will not only find the ad interesting but click on it. Tip: Be as specific as possible when it comes to interest targeting. The more specific your target is, the smaller the audience you’ll have but are more likely to generate sales. Conclusion Finding the right audience for your ads is a tedious yet exciting process. Think of it as finding that pot of gold at the end of the rainbow. By targeting your ideal customers with a unique and actionable content that are geared specifically for them, you have a higher chance of increasing your leads or whatever output you want to achieve. For all your digital marketing Pampanga needs, EmergeLocal has you covered. We help businesses get more traffic, more leads and higher conversions. Get in touch with us today to find out how we can help with your Facebook advertising campaigns.

online-reviews
Google My Business, Online Marketing, Our Blog

The Impact of Online Customer Reviews on Your Business

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Do you read every customer review that your business gets? Do you only pay attention to positive ones? If you do, then you’re not paying attention to ALL your customers. Hate it or love it, online customer review has a huge influence on consumers. According to a Local Consumer Review Survey, consumers read an average of 10 online reviews before trusting a local business. Nowadays, people can see online reviews on Google or Facebook. And these reviews continue to dominate the online presence of local businesses. In this case, consumers trust online reviews because they are like personal recommendations from someone you know or group of people. Aside from regular consumers who intentionally look for products and services, we have internet savvy buyers who dig the deepest online reviews to assess what they’re looking for. Also, there is a number of sites where you can find online customer reviews such as TripAdvisor and Google My Business to name a few. On the other hand, 94% of consumers find alternatives when they see negative reviews. So, as a local business owner, it is time for you to take online customer reviews seriously! How do online customer reviews affect my business? People share their experiences about the product or service they purchased online and these can bring great results to your business or the opposite. But what does online customer reviews really do for your business? Let’s talk about the positive output first. Your brand will get noticed (and followed by!) Surely, you’ll get noticed for both good and bad reasons. Bad or good publicity is still publicity, right? The more your customers are having a conversation on your review section, the more your business will get a buzz. But of course, if you want to drive sales, all reviews should be positive. It shows that online reviews are crucial to a business today. Positive reviews increase curiosity to potential buyers and this curiosity will eventually lead to a purchase. Tip: Encourage your existing customers to share their reviews online, whether on your Facebook page or your Google My Business listing. Opens plenty of opportunities Maybe one of the reasons you’re not reading your online reviews at all is the fear of getting bad ones. Well, bad or negative reviews are hard to take. But they can be valuable for your business. Reading and replying to reviews, both positive and negative, enable you to continue what your business is good at and improve the existing product or operations. It opens up your mind to see what you should improve in your process, your products and services, and your employees as well. What’s the best part of reading the reviews? You get to know your customers better! You’ll know what they want and don’t want so you can set up an aligned path for the growth of your business while understanding the market. Bottom line: Have the courage to acknowledge ALL the online reviews! Your business will be deemed trustworthy It is true that building trust within your online community is pretty hard and takes a long time to achieve it. But you can begin with simple steps. Having no review is just as bad having one negative review. A business that has tons of online reviews are more favored than those who have fewer. The more your business is being talked about, the more trustworthy you are perceived by consumers. Conclusively, replying to all good and bad reviews show that you care and appreciate their opinion. Replying to a negative review with a positive tone and genuine appreciation to your customer is all it takes to nullify the bad review. Boosts your sales If negative reviews make your customer choose another business, positive reviews can definitely attract more leads and generate sales. A good review influences potential customers to trust you more and make a purchase with confidence. It means the product or service you are offering lives up to its positive reviews. This is one main reason why you should pay attention to online customer reviews of your business. How to deal with negative reviews Now that we know how important online reviews are, let’s focus on how to deal with negative online customer reviews. Respond promptly Make it a habit to check your Facebook page or Google My Business Listing consistently for new customer review. If it’s a negative one respond quickly as a fox! But… Write like a person, not a corporation This will be a good indication that you take your customers seriously. Connect with them. Writing things like “I understand your dilemma, but we’re very glad to help” increases your credibility. Do not sound like a robot. Tip: Do not copy and paste every response. Personalize it. Be consistent Keep things in mind that customers know if they’re talking to a robot or a real person. Be consistent on how you interact with them while solving the issue. This includes your messaging tone, the length of your message and even the grammar quality of the context should be consistent all throughout the process. Escalate to resolving it personally The best practice that I can recommend to you in trying to solve negative issues is taking it offline. Respond to their review publicly and then take the whole conversation privately, whether it’s through an inbox or call. Get their contact details and encourage them that you’ll work together to solve this. If an issue is sorted out and with permission from the buyer, you can share how you handled it on the web. Conclusion Online customer reviews can make or break a business. But fear not, because it’s part of managing it. How you deal with them is the real challenge. This is a necessary part of taking your business online. If you want a positive online footprint, you need to invest more in generating positive online customer reviews. Reworking your Facebook page and optimizing your Google My Business Listing is a perfect first step for you.

Our Blog, Website Optimization

Why Landing Pages Are a Crucial Part of Marketing

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Are you not getting enough leads even when you have a lot of website visitors and you spent thousands of dollars on your landing page? Maybe it’s the picture. Or the headline. There is a myriad of reasons why you’re not satisfied with your website or the campaigns you are running. Let’s say you are running some Google ads and your social media efforts are fired up, yet the struggle is real to have a higher conversion rate. According to Wordstream, the Conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. What if I tell you that the reason you’re not getting any lead is that your landing page is boring and misleading? Yes, your landing page may be the culprit to your low-performing ad campaign. A landing page can help you: Increase conversions Grow your list of email subscribers Reduce bounce rates Generate the date and insights of your ad campaigns for future reference Improve brand awareness through interactions If done correctly, your inviting landing page can transform into a lead capturing machine that will be a crucial contributor for your marketing success. So what should you do, then? What makes an appealing landing page? A landing page has a single purpose – to prompt your audience to take action immediately with a strategically placed call to actions. It makes an impression to the visitor; it serves to inform them to take the action that you want them to do. These are what makes an appealing landing page: Relevance Firstly, it should have the basic qualities that make a visitor stay for a while. This includes fast loading speed, a great copy, and quality images to name a few. More importantly, an appealing landing page should be relevant. An irrelevant landing page makes a visitor bounce out of the process that’s why you’ll notice an increase in your bounce rate. For instance, if you search on Google with the keywords “order flowers”, the ad you clicked should lead you to a relevant landing page complete with the selections of the flowers, their prices, and an order form. Also, keep all information up-to-date. Put yourself in the shoes of your landing page visitors. Convey the relevant message to them. Charismatic Copy of your Landing Page Copywriting for a landing page is tricky because you need to be concise but not being too generic. Let’s have a small exercise. Try to strip off the fancy graphics of your landing page. Let the copy (content) remains the same. Does it deliver a strong and clear message? Think about that. If you have a landing page directed to a specific audience, it needs to directly affect the user and be personal to make them feel like we know their pain points. Tip: Shy away from putting generics like “Buy now” on your buttons, align the call to action to your brand or campaign. Declutter Copy? Check. Visuals? Check. Sign up forms? Check Yes, you may have everything you need for your landing page. But what if there’s so much going on? This can make the users more confused, not knowing where to look first. Eventually, your landing page will be abandoned as they feel overwhelmed with all the information they see. Bottom line: Declutter! Revise your copy if it needs to be shortened. Check your graphics if they are placed properly. Don’t worry about empty spaces. Because landing page elements, like us, need a space to breathe and decluttering your landing page can boost your ad performance in the long run. Very Human on the Visuals Human faces elicit human responses, plain and simple. It’s almost impossible to ignore a human face when it’s shown on a webpage. Text only comes in second priority to look at. Alternatively, also consider what’s the best human perspective to show. If you’re offering cosmetics, show only the above shoulders part while a watch company would often focus on the wrist and arms of the subject. Use Motion Graphics and Video Needless to say in this digital era, you will get a user’s attention when something is moving on their screen. Ultimately, adding videos to your landing page increases the chance of generating conversions. It can be an introduction video about your products and services, or much better, testimonials from your customer for social proof. Making an impact thru motion graphics and video can do lots of wonders for your landing page. Conclusion Your audience is getting savvier than ever. All they want right now is quality marketing. Have the right tools and content for your landing page to close leads. Ensure that you deliver them the value they are expecting, or have them bounce off your page. The latter is the sad part. Your choice. If you’re unsure if your landing pages are working for you, why not talk to us at EmergeLocal for a free consultation? We’ll wait.

paid media advertising
Our Blog, Search Engine Marketing

Paid Media: What is It and Why Does Your Business Need It?

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Is your Facebook business page not getting enough likes and engagements? Have you tried a lot of tricks to grow your business page but are not getting enough results? If you want to grow your online presence, you’ll need to invest in paid media. Yes, you heard it right, that’s the hard truth on social media marketing. As a social media manager at EmergeLocal, it’s my responsibility to grow the page of the Facebook business page that I handle. I noticed that if you aim for organic growth, it takes time to gain engagements. The great thing about organic growth is you don’t have pay. But what if you have a number of engagements or likes and a deadline to meet, are you going to wait for your organic efforts come to fruition? If you haven’t tried paid ads, you’re falling behind. And with the risk of organic reach and referral traffic plummeting down, the need to invest for paid media has never been stronger. First of all, what is Paid Media? Maybe you’re more adept at traditional advertising but not on paid media. These are billboards, magazines, newspapers, TV commercials, and radio ads. On the other hand, paid media is digital advertising. The sponsored ads you see on YouTube, Instagram and Facebook posts are paid media. It’s a good way to promote content to drive organic reach and engagements, and direct traffic to your website or social media accounts. This way you can get the ball rolling and create more exposure for your business. Tapping micro-influencers to share your content with their audience, paying them in return, is another way of paid media. It’s one of the latest tactics to increase exposure that can provide a big impact on the reach and recognition your business will receive. But organic media is free, why should I invest in paid media? Like I said earlier, the organic reach in Facebook and other social media sites have plummeted down due to their change in algorithms, to show you posts from friends and family first in the news feed. And I understand that you’re more drawn to organic media because it’s free and cost-effective. But what could cost your business more is the time and knowledge needed, if you do it on your own. Using paid media allows you to find, target, and reach your audience as much as possible. You can set your objectives according to your business goals. Here are some examples: Brand awareness Lead generation Drive website traffic Increase the number of downloads Engagements Subscriber list You can even see how your ads are performing with tools like Facebook Insights and Google Analytics so you can optimize them. So what are the benefits of Paid Media for my business? I guess it’s safe to say you’re considering it already, eh? You need a little push I assume. Well, let me tell you the benefits of using Paid Media for your business. Reach escalation Posts from your friends and family on Facebook is now a priority to show on your feed resulting in the declines of a brand’s organic reach. However, using Paid Media on social media gives your business instant brand visibility. With sponsored ads, it guarantees you a place in a social media user’s feed which can give you a direct opening to drive leads, website traffic, and sales. But don’t sit back just yet, you have to be strategic here. For starters, you should know your audience’s behavior like when and where most of your fans are online. Increased brand awareness Probably, this is the most obvious benefit. The use of paid media allows you to create better exposure for your brand. When your content is constantly seen on your users’ feed, people will start to recognize your brand. Recognition then will lead to enhanced credibility, make them more engaged and affect their purchasing behavior. The challenge here though is how you can hook your audience. Therefore, you should create ads that are both informative and memorable. Visual contents and clever writing will start to come into play here so you can secure your users’ impressions and retain user attention for your next set of ads. Enhanced targeting Posting thru paid ads on social media lets you take control on who’s going to see your ad. The most basic targeting would be demographics, you can set which gender or age can see your ad. In addition, there’s also the psychographic factors such as interests, hobbies, music, and movies they’ve liked that can help you narrow down your audience. You can also retarget users who’ve already visited your website. These previous visitors will start seeing ads from your brand in their news feed when you install the Facebook retargeting pixel. Read more about that here. No fixed budget required Investing in paid media is a more cost-effective way to promote your business compared to traditional advertising. The most notable example would be the pay-per-click (PPC) model where you pay only if the user takes the action that you want. You don’t need to invest a lot in the first run, as a lot of audience testing and ad cycles must be done first. That’s why when determining your ad budget, you should start small and invest where there are better results. You’ll get to know them better What was the best performing post of the month? Which demographics is the most engaging? You can answer these questions with the help of Google Analytics and Facebook Insights. You can assess the performance and determine which performed well and those that didn’t work too. Set your own Key Performance Indicators (KPIs) such as engagements (likes, comments, shares) reach, link clicks and others that you feel would be useful in assessing your ads’ performance. My personal favorite is Facebook Insight as it gives you all the information it needs for a campaign review. You can see the actual number of fans from a particular area, age ratios, engagement rates, even the

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