Month: February 2023

When your profession falls within the realm of digital marketing, you are essentially required to be spending more time on those pesky little apps more frequently than the average person, which brings a whole different meaning to ‘bringing work home with you’. This can often lead to what is known as social media burnout, and potentially a lack of motivation within your job role. 

But how do you take a break from social media when it’s your literal job? Well, the solution isn’t always easy, but as long as you take these necessary steps, we may be able to mend your problematic relationship with social media.

 

But first, what exactly is social media burnout? 

According to Mayo Clinic, general burnout is defined as “a special type of work-related stress — a state of physical or emotional exhaustion that also involves a sense of reduced accomplishment and loss of personal identity.” Although it is not deemed a medical diagnosis, experiencing burnout can lead to more complicated conditions such as depression and physical health issues. 

You don’t have to be a social media manager to experience burnout, however, according to a 2018 study, social media burnout is its own phenomenon with its own unique symptoms at times, for example: 

 

–  Emotionally and physically exhausted

–  Increase in anxiety

–  Emotionally drained

–  Inability to focus or finish tasks

–  Finding no value in your work

 

So how do we tackle this? Read on to learn our top 4 ways how to avoid social media burnout.

 

1. Set strict boundaries with your post-work routine 

Although this is easier said than done, it is vital that you dedicate a good portion of your time post-work, to step away from the screen and anything work-related (trust us, your screen time will thank you later…). 

With social media being your profession, the lines can often be blurred as ‘checking that one quick notification’ can often have you sucked in for 30-plus minutes…so you need to learn how to quite literally unplug yourself. For example: 

 

– Log out of your work email and social accounts

– Turn off notifications for work communication channels i.e Slack

– Or simply keep all work accounts off your personal devices

 

As the saying goes, out of sight out of mind. Being able to have that disconnect period will not only help with your work-to-life balance but will also improve your overall motivation during working hours.

 

2. Schedule some time for yourself  

Yes, we know this is the most cliche contender on this list but sometimes cliche is the only answer! Even if you’re consuming social media in a more ‘leisurely’ way, you still haven’t allowed your brain (and eyes!)  time to rest and wind down. 

Just like a good portion of the gen-z and millennials, simply ‘putting your phone in another room’ only adds more stress and anxiety to the burnout you are already experiencing (in other words, the dreaded ‘FOMO’ takes over), so it is key that you invest in some good old-fashioned self-care so you actually enjoy your time away from your screen. 

Tip: Consider pausing your social media notifications so those pings and buzzes don’t tempt your hand to start scrolling…

Block out some time each week (whether it’s during work or after) to do at least one of the following: 

 

–  Indulge in  foods that make you and your body feel good

–  Close your laptop on your work breaks, and avoid checking your socials

–  Incorporate a non-screen-related activity into your weekly routine

–  Replace instant messaging with phone calls or face-to-face dates

–  Schedule strict time in your diary for screen breaks throughout the day

 

Don’t get us wrong, it is completely unrealistic to expect someone to completely ignore their phone for hours for the sake of “avoiding burnout”, but dedicating at least 2 hours of your day to a screen-free activity will do wonders for your mental health and work to life balance.

 

 

3. Do nothing…no we mean like nothing

It’s not unheard of to feel the unsaid pressure of ‘making every moment count’, especially during out-of-work hours and days off, which in turn actually turns our leisure time into, well…hard work. And yes you guessed it,  this will only add to the burnout you are already experiencing. 

Take time for 100% downtime, and this does also mean as little phone use as possible. Due to your job role, your brain automatically links these apps and activities to work. If possible, you should dedicate these ‘do nothing days’ to essentially detoxing your brain i.e not looking at a single social media notification for a whole 24 hours. 

Although challenging at first glance, having these ‘do nothing, see nothing days’ can work amazingly if incorporated into your routine strategically. 

 

 

4. Ask for support

According to Inc.com, one of the industries with the highest turnover rate in relation to burnout is Social Media and Marketing, due to many struggling to find that work-to-life balance. 

You may have tried every trick in the book, locking your phone away, cooking a delicious meal or having a hot bath…but your burnout is still stronger than ever.  At this stage, you should reach out to a trusted colleague or manager to express your struggles so that you can work together to establish your next steps, as your mental health is a priority. 

Remember, you are a valued member of your team, creating some outstanding work! Your teammates should always have your best interests at heart, and admitting you need some help, whether that’s mentally or simply just on a project, is nothing to be ashamed of.

 

At the end of the day, we are all only human and experiencing burnout does not make you a bad employee or bad at your job, sometimes we just all need a ‘do nothing day’, which in turn will not only benefit your company but your health and wellbeing overall. 

Need some support with your social media planning?

Get in touch with our expert team today by booking a call – we look forward to hearing from you!

Want to improve your site performance, and lower your bounce rate? It’s time for a landing page refresh. The most successful landing pages take the viewer on a journey from pain point to solution, no matter if they’re completely new to the brand or if they’re returning to the site to compare with competitors.

It’s vital to invest time and effort into your site experience- to build a strong first impression following from your paid and organic marketing efforts. In this article, we’ll go through the most important things to remember as you embark on creating a high-converting landing page.

First up, what sections are vital to include on your landing page?

 

Hero section

The very first section on the page, complete with a memorable headline and eye-catching visuals to capture attention and interest. Show the product, either static or in use, and address the audience’s main pain point(s) in the headline.

 

 

Social proof section

Tied to the hero section (as seen in the above example), make sure the audience can see straightaway that your product can be trusted. This could be in the form of ratings, testimonials, publisher accreditations, or short-form quotes that relate to the audience. If you’ve got UGC of your product- create a gallery! A video speaks a thousand words when building the audience’s confidence.

 

‘Why’ section

This section gives your chance to pitch to your customers – why should they care about your product? What does it provide? What does it solve? What makes it different from any competitors? 

 

‘Shop’ section

Once your customers start to learn about your product and what others are saying about it, it’s time to give them a clear opportunity to buy. Outside the CTA buttons distributed across your page, this section allows you to collect up all the vital information about your product (what’s included, features, variations, price etc) plus further incentives to buy (trial periods, free shipping etc).

 

You might like to include multiple sections for each type, if there’s lots to educate on and you don’t wish to overload your page visitors. Just make each section unique and provide value of its own.

Now we’ve set out the key structure to follow, it’s time to share some website wisdom. Read on for the proven strategy to create a high-performing page that speaks to your audience.

 

1 – Lead with education

How to keep your audience engaged from start to finish, as soon as they cast their eyes on your site? Educate from the beginning- in the initial headline, tell them how your product can solve their problem, to ignite their curiosity. 

As they scroll through your page’s contents, you’ll take them on a journey from problem to solution, and why exactly this product would be valuable to them. You’ll educate them, engage them, and motivate them to buy- they’ll get value from you, and in return you’ll get a more likely sale.

 

2 – Build trust with social proof

Make sure you lead not just with your words, but the powerful words of your customers. Outside your main social proof section, there might be good opportunities further down the page to include a headlined quote, or a featured UGC review- anything that will further encourage visitors to progress to purchase.

 

3 – Give plenty of opportunities to convert

Think about audience experience at all times. Make CTA buttons feel natural to their reading experience – but subtly powerful in encouraging them to make a purchase. Ensure there’s always an opportunity to move to conversion in all stages of the scroll-  but ensure you hit that sweet spot between overly-persuasive selling and an absence of clear CTAs.

And- ensure the audience members that make it to the bottom of the page get a unique push, after absorbing all the value you’ve given them as they’ve scrolled the page. All things considered, what do they need to hear?

 

4 – Be creative with layout

Avoid your landing page looking text-heavy- keep your audience engaged by making your educational content easily digestible, via labelled images, infographics, swipeable sections, etc. Images are more memorable than text blocks- think how you can keep your product in your audience’s minds.

 

 

And that’s a wrap! Your introduction to creating high-flying landing pages that stand out from the rest. Your website is where it’s at; no matter how great your paid/organic marketing is, this is where your customers are convinced to purchase from you- so make it really count! 

The key buzzwords to remember here are: education, value, engagement and memorability. By striving for these, you’ll be able to impress customers and elevate your site to a whole new level. Don’t stay behind the curve- it’s time to get ahead 🚀

 

Want to boost your eCommerce results?

That’s where we come in. Get in touch now by booking a call with our expert team- we’re looking forward to seeing how we can help you!

No matter how good your paid marketing campaigns and flows are, if you have a poor-performing website, it will significantly hinder your sales and overall conversion rate. You should see your website as your store & being the most important place within the marketing funnel as this is where customers decide whether to purchase from your store or not.

 

In this blog post, we will highlight 5 key ways to optimise your website’s conversion rate – 

 

1) Improve User Experience: A user-friendly website that is easy to navigate and visually appealing can positively impact your conversion rate. Ensure your website is mobile responsive, loads quickly, and has clear calls to action. Mobile e-commerce sales in 2022 hit $415.93 billion and this number will keep getting bigger YoY- so having a website optimised for mobile is highly important.

2) Highlight Unique Value Proposition: Clearly communicate what sets your products or services apart from your competition. Highlight the benefits and unique features of your offerings to help build trust and credibility with potential customers. This needs to be communicated effectively in your brand’s TOV.

3) A/B Test: Regularly test different elements of your website, such as your call-to-action button or landing page design, to see what resonates with your target audience. Use data and analytics to inform future designs and optimisation decisions.

4) Personalise the Experience: Personalising the user experience can increase engagement and conversion rate. Use customer data to create a more personalised experience, such as product recommendations or personalised greetings.

5) Streamline the Checkout Process: Make the checkout process as simple and straightforward as possible. Minimise the number of steps, eliminate unnecessary form fields, and provide clear and concise payment and shipping options. Ensure the checkout process is secure to build trust with your customers 

In conclusion, by improving your website’s user experience, highlighting your unique value propositions, testing different elements of your website, personalising the user experience, streamlining the checkout process and adding a pop up to your landing page, you’ll be doing all the right things to boost your website’s conversion rate, ultimately leading to an increase in sales.

If you want to improve your sites performance, please book a call with us here

If you’re new to the world of paid media or running ads in general, all the terms and phrases that come with the process can be quite daunting at first glance (don’t worry we’ve been there!).

To help ease you into the world of digital advertising, check out our essential list of metrics you need to be paying attention to when running a campaign, what they do and why they matter.

 

Hard Reporting Metrics: Ads

 

• Click Through Rate – CTR:

CTR should be one of the first metrics you prioritise as it tells you how well an ad is performing, how well it engages customers and gets them onto the site.

• Frequency:

Simply this tells you if the audience is a good size and if the set-up of the campaign has been constructed correctly. These metrics go beyond basic cookie measurements to help you understand how many times people were shown your ad across different devices, formats, and networks.

• Cost Per Click – CPC:

CPC is going to inform you of the ads campaign’s performance. 

Top Tip: If the frequency is low but the CPC is high then it’s likely not a very engaging ad, so you should prioritise iterations or refresh creatives/copy to improve this.  

• Return on Ad Spend – ROAS:

When purchases start to come through this is the perfect time to be checking ROAS via Facebook Ad Manager or your preferred third-party platform. Your ROAS is a good indicator of your overall ad performance whereas, blended ROAS is an actual source of truth for your marketing efforts as a whole.

• Conversion Rate – CVR:

Once a consumer has clicked on your ad, it’s time for your site to do the rest! This is the ideal point to be checking your CVR to ensure everything is working smoothly from audience quality to purchases made. 

Tip: A low CVR can represent a poor-quality audience or that an error may have occurred on your site i.e incorrect landing pages or dead links. 

• Cost Per Acquisition – CPA/CAC:

Your CPA is a super simple metric, which can make a huge difference in your ongoing strategy. It shows how much it is costing you to get a single purchase and is great for collecting the right data when re-targeting customers and creating creative iterations. 

• Average Order Value – AOV:

This is a great metric to show how easy it will be to scale your campaigns. For example, If the AOV is really low you could try a bundle in the ad creative, show multiple products on the PDP or add an upsell CTA to the landing page. 

• Cost Per Thousand:

This metric is important to show the overall cost of your advertising, per one thousand advertisement impressions via your site or landing page.

 

Hard Reporting Metrics: Shop

 

• Marketing Efficiency Ratio – MER:

Your MER is the percentage of sales that have been spent on ads. And in this case, the lower the number, the better! This metric will give you a true reflection of the efficiency of your marketing efforts.

• New Customer CPA – nCPA:

This is an important metric to watch when looking to break down what part of the funnel you need to work on. The pulse of your brand’s advertising should always be reaching new customers and it’s important to keep a consistent flow coming in.

• New Customer ROAS – nROAS:

Going hand in hand with your nCPA, your nROAS shows sales from your new customers/ blended ad spend and is a great way to show if your new customer marketing efforts are delivering well.

 

Soft Reporting Metrics: Ads

 

• Thumb-Stop Ratio:

Simply put, your Thumb-Stop Ratio shows how well your thumbnails are performing when stopping people from scrolling on the platform. Without a good thumb-stop ratio you may find it hard to get people engaging with your creatives.

• Hold Rate:

Your Hold Rate answers the question of ‘How long is the audience watching the video for?’ – and again, helps when going forward with creative iterations. For example, could changing the transition or hook help increase your hold rate? 

Top tip: People don’t mind longer content, as long as it’s engaging! 

• Average Watch Time – AWT:

Alongside your Hold Rate, the AWT metric is a good indicator to show when people are dropping off or start scrolling past your content. For example, if the majority of your audience is scrolling after 6 seconds, what can we improve after that 6 seconds to make it more engaging? For example, do the clip transitions need to be quicker, or are there any unengaging clips that can be removed?

• Click Quality:

With your Click Quality, this will help identify the overall quality of your site speed/landing pages i.e if the bounce rate is higher than usual, are you appealing to the right audiences and is everything working cohesively for the customer experience? 

• First Time Impression Ratio:

Finally, the First Time Impression Ratio allows you to see what percentage of your audience is actually new. It gives a real picture of your audience and is vital when it comes to prospecting audiences.

 

 

And there you have it! That’s the complete rundown of our essential marketing metrics that you need to consider when approaching your brand’s advertising. 

If you’re looking to take your digital marketing strategy to the next level, get in touch with us today at [email protected] to find out more.