How to get results from boosting your company’s Facebook posts.
A boosted Facebook post can gain more interactions, such as comments, reactions, and shares, with your organic content already on your page. Boosting your content will reach potential customers that don’t already follow your business with content that they would see daily from your page.
Advantages of Boosting on Facebook
- Simplicity: Facebook makes boosting posts as easy as it is to create them. You’ll simply go to a post on your page and click the “Boost Post” button. After a couple of questions, your post will be in front of hundreds of potential new customers. With boosting, you don’t have to create more content for Facebook advertisements — you use what already works with your original audience.
- Customizable: When boosting your post, Facebook will have you define your targeted audience and location. If you want more engagements on your posts, you could set your audience as just the people that like your page. If you want to increase your brand awareness, you could set your audience to a custom demographic in your specified location. If your company wants a mix of more engagement and brand awareness, you could choose to have your post boosted to people that like your page and their friends.
- Pay as much as you’d like: Any budget works with boosted posts. Facebook will let you choose how long you would like your page boosted for as well as how large or specific the audience for the post will be. The more specific your audience, and the longer your post will be up, the more expensive the ad will be.
Disadvantages of Boosting on Facebook
- Too customizable: Facebook allows you to boost your post for as long as you would like, as well as creating any audience you like — whether that’s a wide range or a super-specific one. However, your boosted post won’t be successful just because it’s boosted for a long time or if the audience you picked isn’t right for your content.
- It won’t fix a bad post: If you’re seeing less engagement than usual on one of your posts, the solution may not be to boost it. Dramatically less engagement could mean that your content may not be meeting the needs of your audience. Putting this content in front of more eyes wouldn’t be the solution.
- It only gains engagement on Facebook: If your goal isn’t to increase your company’s social media presence and engagement, you shouldn’t be boosting. Boosting your posts on Facebook can get you more reactions, shares, comments, and follows, but it doesn’t guarantee link clicks or conversions. If social media interactions aren’t your goal, consider a different form of marketing.
The Bottom Line of Boosting on Facebook
When choosing to boost posts on Facebook, know what goals you are trying to achieve before you decide to promote. Whether you are trying to increase brand awareness with potential new customers, or increase engagements with existing customers, use what already works well with your original audience. At the end of the day, remember to always be true to your brand.
Creating A Strong Logo
A strong logo is one of the most important design elements you can have for your business. It’s what your prospects see first. It shows your identity, distinguishes your business from your competition, and you can put it anywhere from water-bottles to letterhead. So, how do you develop a strong logo for your business? Here’s the process our talented artists use for designing logos.
Do Your Research
First and foremost, you must know your brand. What is your brand about? What do you want your brand to say about your business? Pick words that resonate with you about your brand. Knowing your brand clearly and concisely will help in creating meaningful designs for the business.
Did I Mention Research?
As with anything in the world of consumerism, know your ideal customer. Do they like sleek and modern designs or fun and playful? Do they resonate with a formal tone or more relational in nature? Knowing your customer can help create designs that will appeal to them.
Once the research is out of the way, we start preparing for the design process. The best way to get started is by creating an inspiration board based off of the information we gathered from your research. We start gathering images, typography, colors, etc. that we feel will embody the branding you want.
Sketch It Out
Now it’s time to start sketching. This is where we will explore different ideas based on the information and inspiration that has been gathered. We challenge ourselves by seeing how many different thumbnails we can create in five to ten minutes. You’ll be amazed at how many we can create in that amount of time.
Ready, Set, Illustrate!
Once we have chosen the design we want to run with, we take it into Illustrator. Here, we will explore different types of fonts that will complement the planned design. Logos are most effective when they are simple, yet striking enough to be memorable.
Add Some Color
Next, we add a little color into the design. For this next step, we will choose and refine a color palette for your brand.
Mock It Up
Last, we create the mockup. Mockups help to understand and get a context for the design. These are created by using examples of where the logo might be found (like the water bottle and letterheads mentioned above).
Show Off The Hard Work
Once we have all of these steps completed, it’s time to present our work and the rationale behind all of our choices. Why did we go with a serif font rather than a sans serif? What is the logo supposed to mean? Here, we will show the mockups and the design by itself.
Edit The Design
After the presentation is complete, we will make changes based off of any suggestions or requests that were made.
Create a Style Guide
We’re almost done. Now, it’s time to make the brand style guide. This will be a guide to show how to and how not to use the logo, typography, colors, etc. so the brand will remain consistent throughout all platforms.
A strong logo can say a lot about a business. Do you need help making your logo up-to-par? Contact us and we’ll get started on a good design for you and your business.
Nike, McDonald’s, Starbucks. These logos popped into your head instantly, didn’t they? They should; they’re iconic. They can stand alone without the company name or complex advertisements. Your logo is your identity, unique to your brand. Make sure it speaks for itself.
Before you go to the drawing board to give your logo a makeover, here are some guidelines to guarantee your logo is a knockout. The purpose is not just to look pretty. It needs to be practical, too!
Your logo needs to be adaptable.
While this is more of a technical (*ahem* boring) principle, it’s something that is often overlooked in favor of flashy, and ultimately complicated, designs. As branding touchpoints become more accessible than ever, even to small businesses, your logo needs to be able to adapt to a variety of sizes and applications. On any given day, your customers will see your logo in a magazine ad, as the profile picture on your social media account, embroidered on the uniforms your employees wear, on the free pen or tube of chapstick they accumulated from an event, or blown up five feet tall on a billboard going 60 MPH down the highway. Regardless of the format or environment, your logo needs to be recognizable and retain the same qualities that make it effective.
In addition to adapting to scale and application, your logo should also be able to adapt as trends come and go. What looks trendy and current today can look dated and out-of-touch next year. Will your logo still convey what it needs to 10 years from now? (And yes, a logo should last at least 10 years.)
Your logo needs to be distinct.
Seeing a great logo can make designing something memorable seem like a simple task – one of those “Of course! Why didn’t I think of that!” moments. Unfortunately, it’s not always as easy as it seems. Your first idea is likely everyone else’s too. And when you fall back on those first ideas and industry clichés, you’re bound to end up with a generic logo that gets lost in the mix. Think of your logo as your signature. Like a signature, logos serve to identify you, not describe what you do. Apple’s logo isn’t a computer, Starbucks isn’t a cup of coffee, and Ford isn’t a car. So instead of explaining what you provide, think about how you want your brand to make someone feel.
Your logo needs to be relevant.
While a logo should be distinct, it shouldn’t be unique just for the sake of being unique. Your logo and positioning still need to be aligned to your market. Think about the differences between Nike and Dior. They are both fashion brands, but their logos are vastly different because their audiences are vastly different. Nike is a contemporary athletic brand, and their simple and dynamic “swoosh” icon visually represents that energy perfectly. On the other hand, Dior is a luxury fashion house, so a sophisticated and modern logotype helps establish their brand aesthetic. Utilize what sets your business apart from your competition and highlight those factors to differentiate yourself while remaining pertinent.
- If your differentiating factor is the quality of your products, your brand should highlight luxury and craftsmanship. Think jewel tones, a high contrast serif logotype, and stylized product photography.
- If your differentiating factor is the cutting-edge technology you work with, your brand should highlight knowledge and innovation. Think high-contrast colors, a modern and clean font, and lots of negative space.
- If your differentiating factor is the convenience of your services, your brand should highlight charm and approachability. Think bright colors, a slab-serif font, and hand-drawn illustrations.
Now that you know what separates a good logo from a great one, go look at your own logo and ask yourself, “Is this how I want my company to be identified?” Keep these guiding principles in mind as you review your logo. You may be right on the mark, or it may be time for an update.
You’ve learned. You’ve reviewed. What’s next?
Great, your logo meets all of the above criteria! Let’s take it a step further.
Congrats on having a great logo! But as important as a logo is, it’s just a part of your business’s brand. Let’s work together to develop your brand and marketing strategy!
Oh shoot – I need a logo that works!
Don’t fret! We offer (effective) logo design services! Contact us and we’ll get started!
One of my favorite things to do is spend an evening cooking in my kitchen. I love thinking about recipes and trying new things. I even love grocery shopping (hi, Aldi!).
The (not so) downside of cooking
The only thing that I hate about cooking is when I let food go bad. I hate wasting things so much that I rarely buy greens because I know I’ll never get to the bottom of the bag before they spoil. Such is the dilemma of cooking for one. I don’t always cook for one, but most of my adult life I’ve prepared meals for one or two. If you’ve been in this boat, you know the frustration a whole gallon of milk can bring. And how is one person supposed to eat an entire bag of radishes before they go bad?
I’m becoming an expert in preservation techniques. I only buy vegetables with long shelf lives (thank you, spaghetti squash). I pawn off extra celery on my boyfriend. Sometimes, I just eat the same meal for like five days straight. And by day five, I have lost all desire to eat the amazing New York Times cooking blog recipe I was so excited about.
Co-worker food swap meet
So, when COMO magazine’s editor-in-chief, Emma, said she wanted to eat more vegetables, I got an idea. I knew Emma probably had similar meal frustrations, and I also knew that she brings her lunch to work most days, so I proposed a lunch swap. Maybe I could pawn off some of my extra meals on her! Okay, and maybe bond a little with my coworker ?.
She agreed, and with the not wanting to disappoint, I made an old standard of mine. Rice noodles and zoodles with steamed veggies topped with a peanut tahini sauce and sesame seeds. I made it for dinner the night before, brought in lunch for Emma, and ate it for dinner the next night. And then it was gone! Nothing went bad!
The only issue I hadn’t foreseen with this plan was that food brings out my competitive side. And Emma totally brought her A-game. OMG, some kind of delicious Asian turkey lettuce wrap (I immediately asked for the recipe). Plus, she gave me sides! Grapes, a mandarin orange, and chocolates. I’m feeling the pressure for our next swap. I’m over here fangirling and writing blog posts about it, and she still hasn’t asked for my recipe! We are swapping lunches again next week. I need to go read some food blogs…
This is one of my favorite quotes: “You are the same today that you are going to be five years from now except for two things: the people with whom you meet and the books you read.”
― Charles Jones
I often get credit for the culture we have at our company or the way we cultivate the relationships with our clients, but the truth is that I have learned everything I know from a couple of great mentors and the things written in the books I’ve recommended below.
These authors have served as great inspiration for me and given our team direction when we needed to strengthen our foundation. May they serve the same for you.
If you ever want to chat about the concepts represented on this list, feel free to make an appointment with me and we can chat over coffee.
- The Advantage: Why Organizational Health Trumps Everything Else in Business by Patrick Lencioni
- The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It by Michael Gerber
- Getting Naked: A Business Fable About Shedding the Three Fears That Sabotage Client Loyalty by Patrick Lencioni
- The Five Love Languages: The Secret to Love That Lasts by Gary Chapman
- Raving Fans: A Revolutionary Approach to Customer Service by Ken Blanchard & Sheldon Bowles
- EntreLeadership: 20 Years of Practical Business Wisdom from the Trenches by Dave Ramsey
- Traction: Get a Grip on Your Business by Gino Wickman
- Daring Greatly: How the Courage to be Vulnerable Transforms the Way We Live, Love, Parent, and Lead by Brene’ Brown
- Delivering Happiness: A Path to Profits, Passion, and Purpose by Tony Hsieh
- Everyone Communicates, Few Connect: What the Most Effective People Do Differently by John Maxwell
- Financial Peace Revisited by Dave Ramsey
- Good to Great: Why Some Companies Make the Leap . . . And Others Don’t by Jim Collins
- Insanely Simple: The Obsession that Drives Apple’s Success by Ken Segall
- Linchpin: Are You Indispensable? by Seth Godin
- Multipliers: How the Best Leaders Make Everyone Smarter by Liz Wiseman
- The Dream Manager by Matthew Kelly
- The Go-Giver: A Little Story About a Powerful Business Idea by Bob Burg & John David Mann
- The Happiness Project by Gretchen Reuben
- The Orange Revolution: How One Great Team Can Transform an Entire Organization by Adrian Gostick & Chester Elton
- The Three Big Questions for a Frantic Family by Patrick Lencioni
- The War of Art by Steven Pressfield
- The Three Signs of a Miserable Job: A Fable for Managers (And Their Employees) by Patrick Lencioni
- Tribes by Seth Godin
- The Wizard of Ads by Roy Williams
I am typically a behind-the-scenes kind of girl. Pretty stereotypical of an editor type. I prefer to interview and photograph those with the story, not be at the center of the story.
And while I can stand in front of a large audience when I have something to say, it also makes me feel anxious and vulnerable.
I don’t prefer the spotlight and I would rather listen to you than talk about myself.
Except when it comes to personality assessments.
If you ask me what makes me uniquely me, I’m quick to offer an answer. Not because I’m impressed with myself, but because I strongly believe that being vulnerable with who I am is a gateway to building healthy, meaningful relationships.
I believe the same is true about you and the teams you lead. The more we understand ourselves and strive to understand each other, the stronger bridges we build to connecting with those who are different than us.
So, what about me?
I’m people-structured, and according to the Myers-Briggs Type Indicator, I’m an ENFJ (just barely an E. If in doubt, see above).
By DISC Profile standards, I’m an SC combination.
Prefer Strength Finders? My top five are relator, strategic, maximizer, responsibility, and discipline.
These assessments don’t determine my worth or tell me how to act. They simply describe who I already am. And with that clarity, I can better engage my inner self and the world around me.
But it’s not all about me.
Armed with the same information about my team, I seek to make sure that their roles line up with how they’re instinctively wired. For example, our best sales people are often “I’s” on the DISC, as well as the color orange. Great project managers are usually task-oriented and have some gold in their profile or show up as a “C” on the DISC profile.
The DISC and True Colors Personality Test do a great job of helping people know where they best fit. Does a person’s role fit their natural bent?
The Strength Finder and Enneagram tools are more advanced and lend in-depth information into how people will do their job and what motivates them.
The possibilities are endless, yet the outcome is clear. The more you know, and help your employees explore, the more engaged and productive team you’ll have.
For many businesses, social media remains intimidating territory. There’s no denying the fact that your target audience is there, but the notion of accumulating content, adhering to your voice, promoting your brand, and controlling your online image can seem like too much to handle.
At CMG, we operate under the golden rule: consistent content is king.
Your audience must SEE your brand in order to interact with it, and that only comes from posting consistently.
However, on the flip side of the coin, posting too frequently can lead to your brand becoming more “white noise” than a fun page to interact with. The last thing you want your brand to become associated with is annoying newsfeed clutter.
So, how much is too much? As with most things with life, social media moderation is extremely important.
In general, the answer depends on the size of your following.
At CMG, we love to contribute to our local community, which means we manage primarily smaller businesses ranging from a few hundred followers to a few thousand. For pages of such sizes, we find that posting three to four times per week hits the sweet spot of providing steady content without annoying users to the point of them hitting the dreaded “hide all content from this page” button.
Spacing your posts out for a day or two here and there is a great way to offer your audience some breathing room. If that seems a little light for your taste, increase your weekly post count incrementally. Just remember to keep it capped at one post per day! A study by Hubspot recently found that posting any more than that will lead to diminishing returns
Always consider your company’s overall goal when it comes to social media. Are you a relatively new entity? Perhaps brand awareness is the way to go, in which case, posting more frequently would serve you well.
Or maybe your end goal is to drive customers to your brick-and-mortar store? Pace yourself a bit and include sponsored incentives that give your page more evergreen exposure. These are great ways to prompt your online users to leave the comfort of their chairs.
Whatever the case may be, just remember to remain consistent in churning out content. Then, when the engagement inevitably comes, interact with your audience! The whole draw of establishing an online community is the ability to forge personal connections with your customers in the first place.
“Yeah, yeah, so what’s the TLDR?”
When it comes to social media, your company’s needs will be different than your neighbors across the street. Take your overarching goals into consideration and conduct a little trial and error. Strategically increase your post frequency while monitoring your unfollows. Generally speaking, never post more than once per day. Soon enough, you’ll find your own sweet spot.
Above all else, when your audience bites on your content, make sure you’re logged on and interacting with them!
While “everyone is different” might seem like a cop-out, that’s actually what we find so rewarding about social media management at CMG! Our agency invites every single client into our office to discuss a digital strategy specifically tailored to them. This level of familiarity reaps rewards across the board, especially on your company’s social platforms.
If you have questions about social media management, or you’re interested in the benefits we can offer your company, contact us! We’d love to meet with you at your favorite coffee shop.