Our top 10 Sales and Marketing articles from 2018

Throughout 2018 our blogs, case studies and insight articles and videos have covered a number of topics surrounding the sales and marketing world – here are our 10 most read pieces for the year.

  1. Case Study – IBM business partner drives up lead conversion rate by 25%
  2. Blog – My customer experience: 5 ways a major Australian department store failed to deliver
  3. Insights Video – How to turn your website into a customer centric approach
  4. Blog – How business owners can maintain focus and discipline for success
  5. Blog – Reflections on global business: Diversity, leadership and experience
  6. Blog – Software start-up businesses: What is your sales and marketing plan?
  7. Blog – How do you protect your business identity and digital risk?
  8. Case Study – Sales and marketing strategy: Australian HR advisory firm
  9. Blog – 9 steps to calculate your sales and marketing ROI
  10. Case Study – What sales commission do I pay my new sales BDM hire?


To read more of our sales and marketing insights and articles please visit our Alchemise Consulting News page.

Welcome to 2019. Happy New Year! To kick start your new year, we would like to offer you our FREE E-Book on “How to increase your profits with 7 Profit Multipliers!  

Are you thinking about your 2019 plans and where you need help?  Feel free to contact us for an initial discussion about your sales and marketing challenges and to book in your independent health check. We can demonstrate specific value by identifying where we can help you and your business accelerate your sales engagement and increase your marketing effectiveness with measurable ROI.

Contact Alchemise Consulting at  info@alchemiseconsulting.com or @alchemise_cons or call our office on +61(3) 9225 5022.

Silence: Your sales prospecting and lead generation challenges

Did you know there has been a room that has been created that is so quiet that you can hear your own heartbeat, an anechoic chamber at Orfield Laboratories in Minnesota. The longest a person can tolerate being in this room is approximately 45 minutes – apparently, the silence is too much to bare.

So how long can your sales team looking for new business sustain from silence from their prospective clients?

This is an issue that is happening across many industry sectors. Many businesses have been relying on purchased contact lists of email addresses and phone numbers. They have found that from the 1990s through until about 2015 that they have been able to rely on the profits generated from these lists from cold calls and email blasts, with little push back from the people that they are drowning in their torrent of unsolicited communications.

State of Inbound 2018 - prospecting has gotten harderSource: State of Inbound 2018 

This approach no longer works and sales have become more difficult today compared with 2-3 years ago. Salespeople are finding that their email and voicemails are resulting in silence from the prospects that they are trying to reach, with 40% of people surveyed having no response from prospects. Engaging multiple decision makers in the buying process is also more challenging as key stake holders have other priorities. Thus, the interest is lacking in what the salesperson is putting forward.

Technology has now advanced to the point where emails are being blocked and phone calls are being screened.

In Singapore it is now standard practice across sectors for all client facing staff to be instructed to not confirm email addresses, not supply alternative contact numbers to reach departments where the prospective person may reside and instead supply an email address that will have little to no chance of making it to the end target contact. This is because if the person is interested in solving a problem, they will perform their own searches.

Revenue growth is still driven by existing business, but new business is an area of challenge. Business owners are blaming sales managers; sales staff are moving on looking for greener pastures or being released from the business.

With the top 4 areas that sales staff and business owners are finding it harder today being

  • Getting a response from prospects, this being via email or phone
  • Connecting with prospects on the phone
  • Getting stake holders to meetings, and
  • Closing deals

It is clear that a better strategy and overall sales approach is needed.

State of Inbound 2018 - generating traffic is a constant challengeSource: State of Inbound 2018 

This comes back to old school approaches with using a strategy (also known as a plan) instead of tactics (individual actions). Many business owners have engaged with creative agencies putting forward new pages and guaranteeing a certain number of visits to their customer’s site. Business owners are still finding that after significant investment that their ROI is lacking or non-existent.

A commercial focus is required when looking at your marketing activities and a maturity as a business owner is needed to recognise that creative agencies have not taken ownership of the customer engagement process. Attract and nurture prospects with engagement is not with in creative agencies skill sets as they lack the industry experience of their customers vertical to understand their customers end client’s pain.

As a result of this gap the void is filled with silence. Have you had enough of the SILENCE?
SM video_play_firstslide

If this blog, or the challenges highlighted by our new video resonate with you, contact us today for an initial discussion on how we can help you and your business overcome these challenges, at info@alchemiseconsulting.com or @alchemise_cons or call our office on +61392255022.

Reflections on global business: Diversity, leadership and experience

Following his six week internship with Alchemise Consulting in Melbourne earlier this year, Philip Karlsson shared his thoughts on the global business world including the influence of diversity, global leadership and international experience:

global-business

White paper published September 2018

To get a global view of your business, register below for a complimentary Business Growth Assessment.

A digital marketer’s user experience review of HubSpot Marketing Hub

A recent conversation sparked me to think about my own use of our marketing automation tool, HubSpot, specifically about the time it saves me, or the time and hassle I would have to revert back to without it! Our content strategy is a big part of my role, and this has been simplified by using the inbound marketing principles and marketing automation over the last 12-18 months. Publishing blog articles and series is my most common use, so I’ll start there…

Blog Management and Publishing


Publishing a blog article is not as simple as a copy/paste/publish straight from a word document. That’s the first step, but factor in keyword and search engine optimization (SEO), including images or videos, creating an effective title, URL and meta description, and this quickly becomes a much more in-depth process.

HubSpot’s inbuilt tools quickly and continually scan your document for how and where you’ve used your chosen keywords or phrases, and provide you with guidance around the frequency of their use, how it interacts with other content pieces you have published, and essentially gives you the green light to publish only once you’ve satisfied the set criteria.

This might sound demanding, if you will, but it saves you having a 12 item checklist to manually work through to ensure your content is optimised to be found and read by your target audience once it’s published and available online. There is very little point publishing fabulous content, only for it to be next to impossible to find on a Google search! I’d estimate this feature saves me at least an hour per piece – that adds up quickly when you publish several pieces of content per week.

Another handy feature that could be easily overlooked is the free access to thousands of stock images for use throughout blogs and emails (basically wherever you’d like to place it!). This saves having an external resource to sift through and file and store your images. The searching, storing and integration of these images saves many fiddly steps and minutes at a time.

Keywords and Search Engine Optimisation (SEO)

sew-organic-rankingsNewer tools and updates have changed the way keywords are checked, lodged and used for optimisation in HubSpot. Rather than the previous iteration of single string keywords/phrases, it now allows you to build out content families and series, with multiple pieces centred around a primary focus topic.

This allows you greater control over which content pieces you want to highlight and direct traffic towards, and is proactive in suggesting how to physically connect and link other pieces in the series so your audience can arrive at one page and seamlessly navigate through to others – maximising the time they spend on your website, and depending on where they are in the buyer’s journey, their level of engagement and action.

While I still check Google searches myself for search volume and to check out which pages are ranking well, the keywords features have saved a lot of time with their guidance around search volumes, the difficulty you might face in ranking for term ‘x’, and relevant cost-per-click (CPC) prices for those who take that path!

Social Media and Monitoring

Social media’s reach and influence continues to grow and be a leading component in business’ content strategies. The ability to schedule and publish posts from one location for multiple social channels is a great time saver, and allows you to easily create and see the consistency or points of difference in your posts.

Monitoring tools are also included for an overview of views and engagements, and further complement the tracking and monitoring of other features (such as calls to action you might include in a blog post) to create an overall picture of the success of your content publishing.

Email Marketing

hubspot-marketing-emailThe other side of publishing and reaching contacts that I use HubSpot for on a regular basis is newsletter mailouts, and event invitations where required. The newsletters can be created, filled with images and highlighting relevant CTAs, direct readers to landing pages or forms, all within the one tool.

Sending the newsletter is as simple as adding the various contacts, either individually or as tagged/designated groups, and scheduling the best time to send it. I can quickly see who has received the email, who has opened it, who has clicked on any of the internal links, even how long people spend reading or scanning the newsletter.

This HubSpot feature was particularly useful earlier in the year when we organised a half-day workshop. I could email invitations to our relevant contacts, see when and how the emails were opened, and then share this information with my colleague who was making personal phone calls to contacts at a certain stage to encourage registration. Likewise, when he found another contact to invite, it was a quick process to add them to the list and have these engagement metrics instantly available to view and action on.

HubSpot Marketing Hub – One of the team…

Using HubSpot as our marketing automation tool easily saves me several hours each week across just one aspect of my role, and honestly I would struggle going back to completing each part manually to achieve the same level of detail and comprehensive overview of our content strategy. It allows sharing of knowledge and resources between team members in a way that no manual approach could cover as successfully for the same effort or time. HubSpot is really another hard-working and valued member of our team!


Find out more about how you could be further optimising and aligning your marketing and sales strategies using digital tools with a complimentary Digital Readiness Assessment


Click here to read 
An inside sales user experience of HubSpot marketing analytics

 

An inside sales user experience of HubSpot marketing analytics

By Andrew McFayden
Marketing and Sales Insight Consultant

Inside Sales experience before HubSpot Access

Working for other companies in various levels of maturity, I have found that the incumbent customer relationship management tool has ranged from either online shared Gmail tools, Microsoft suite or the old style note book and pen. Suffice to say they have their purpose and are thankfully superseded. These tools and the outbound process of cold calling and having no visibility into whether my communications have been received or even looked at are behind me at this point in time.

My initial impression of HubSpot as a CRM was that it was an unknown – I have not used this tool before, I hope that it does not slow me down. Should I revert to digital note pad to create canned responses to my contacts? Should I create multiple signatures as canned responses in Outlook? Also yes, great – so where is my cold calling list to bang blindly away at!

Inside Sales transformation with HubSpot access

I found that the user interface was easy to work out and it also helped that HubSpot has easy to follow training videos that helps your people with getting a running start to the tool. The important point here is that it is a tool. But this particular tool has smarts about it. Uploading structured and relevant content documents (PowerPoint, Excel, Word, videos/audio etc) to the file system allows you to place hyperlinks into your emails that allows this system to provide analytics to the sender of the email.

Where as before I was blind and ignorant as to whether a contact has opened my email clicked on the attachment and even if they have looked at the content pieces I have sent. Now I am able to see each time stamp when the email has been viewed.  Hang on a second, I know you want more. This reporting goes further and also informs you as to when the contact has clicked on a link to your document(s), as well as which pages have been viewed and approximately how long each page was the focus. This is provided that you send them a link that allows them to view the link to the document(s) online. An important note here is to structure your content attachments so that you have one topic/service listed per page, with a table of contents at the front.

marketing-analytics

With previous tools that I have used this level of data was not available and it resulted in repeated calls to the contacts to see if they had viewed the email or the document(s). More importantly it has allowed me to identify who may have needed a reminder and who has not opened a particular email, content attachment or link.

Inside Sales with HubSpot access: A real example

For example: I was in recent contact with an ICT software development company. Part of my research included looking for triggers. Triggers are events that have been documented online that may be a pain point for your contact that may be a need that can be filled by your company. I found that they were advertising for a position, also additional research uncovered that there was a review on Glassdoor that reflected on the current culture within the organisation.

Reaching out to the CEO of the company, I had a discussion around the position that was advertised. We discussed the particulars of the role and also details of the culture of the company as well. The result of the call was that I was to send an email with additional information to be reviewed. I included the link to the Glassdoor review as one of the links. Out of all the information that I had sent through to the CEO, the link that was clicked first was not surprisingly the Glassdoor review that was submitted by a former employee. The details of the Glassdoor review are not important to this overall picture. What is important, is that it provided me with some insights into the priorities that the CEO has for his business.

When I review this contact in the HubSpot CRM now, I am able to see which other links he has clicked and which documents he has viewed. As a result, I avoid sending information that he has not reviewed, again, and instead look into content that I can send him that he has shown an interest in. It is important to note that at this point that you should not just rely on the marketing analytics and data report to supply you with all the information. Follow up with a call for validation from your contact.

You can use this data to determine when the best time to call may be. As people tend to form habits calling at around the same time as the contact has been setting aside to read emails you have sent should result in being able to reach the contact more readily. The same can be said if the contact has not opened your emails as well. Calling to verify if they have been received your email will help you avoid the spam filter black hole.

This level of marketing analytics and insights have not been available to me previously. It has allowed me to be able to determine the logical and informed next step, the next piece of content to follow with my clients.

It is important to note that HubSpot also have a certified course on email marketing as well that I can recommend that will help with structuring your emails and the content that you send. The courses are free which is an added bonus and I have found that they have allowed me to further improve the quality of my engagement with inbound methodology to my customers.



Find out more about how you could be further optimising and aligning your marketing and sales strategies using digital tools with a complimentary
Digital Readiness Assessment.

digital-readiness-assessment

Click here to read
A digital marketing user experience with HubSpot marketing automation

Alchemise Business Growth Newsletter #6 – Q4 – 2017/18

June 2018

Business Growth Newsletter Edition #6 – Q4 2017/18

Our focus in this update includes a topic around a recent customer experience I had. An example is provided below of a recent personal Australian national retail shopping experience who didn’t deliver a seamless omni channel customer experience that can greatly impact business performance and customer retention.

Another very relevant topic for business owners but perhaps not commonly explored are the potential issues with awareness on why and how to future proofing your business. In this environment simply being complacent isn’t recommended when it comes to business risk and forward planning.

When involved in a business partnership have you thought about planning your exit strategy or growth strategy and how to mitigate business risk? Your hard work and wealth needs to be protected with having the right buy/sell agreements or succession plans in place.

business-strategy

The ‘what if’ scenarios should always be considered just in case and involved in making time to work ON your business not just IN your business.

This month we want also want to raise some points for the impact on Go to Market strategies. There are some specific considerations for start up/scale up businesses when working with investor provided funding.

There may be some pitfalls to consider first such as:

  • Business and Revenue model
  • Cash burn rate and payback period of investment
  • Business valuation considerations
  • Go to Market strategy
  • Brand awareness and marketing investment

We will be publishing an article around some insights during the next quarter.

Our Alchemise Your Sales and Boost Your Business workshop held in Melbourne earlier this month featured guest speakers from Macquarie Group and Maxsum Consulting. Many great insights were shared around the table of business owners who work in high value, high touch relationship based services. 

A trend we have been trying to appreciate more is why so many services business websites are product and brand centric. The current market is making it harder to differentiate and highlight how you can add value and help solve your customers’ challenges.

Over the last 6 weeks, we have hosted Philip Karlsson from Sweden on a short intern placement with Alchemise, hear about his Australian experience below.

Lastly the recent global State of Inbound 2018 report with current sales and marketing trends have been published by Hubspot. Read our analysis of the key highlights and takeaways for this report! Click here.

 


Why your business needs to be more Customer Centric?

Are you customer centric in your marketing messages and conversations as well as online digital presence? To connect with your customers, you also want to focus on thinking about your digital strategy to really prioritise being customer centric.

Hear Marketing and Sales Insights Consultant, Andrew McFayden, in his two short videos around why you need to and how you can shift to being more customer centric.

INSIGHTS VIDEO #1:
Is your website brand or customer focussed?

INSIGHTS VIDEO #2:
How to turn your website into a customer centric approach.

Andrew has also shared his insights and trends noticed in the last quarter from conversations professionals throughout a number of industries, have a read of ‘Andrew’s Corner’ below:

BLOG: Andrew’s Corner June 2018 – Inbound strategy and trends


Customer Data Protection and Security

European GDPR – General Data Protection Regulation
What does this mean for you?

Data Management - Internet Concept. Green Arrow with "Webinar" slogan on a grey background. 3D Render.
We covered this in our last newsletter about GDPR which has now taken effect as of 25th May last month. If you are engaging globally and in within the EU, you need to be aware of the guidelines of around data privacy regulation.

If you are an Australian business, you might need to consider if and how this GDPR requirement impacts you. In general I would suggest updating your Privacy Policy and also send an email notifying your subscribers to opt in again or provide them a choice to opt out for any newsletters or communications, and of course ensure you are meeting the more stringent guidelines if you are dealing with customers or contacts in the EU to manage their data in a GDPR compliant way.


Our recent highlights and activities

  • Alchemise Your Sales and Boost Your Business Workshop

We had 12 attendees as well as our guest speakers in Melbourne on 5th June. There was lively discussion throughout the three sessions with insights and experiences shared from business owners as well as sales and marketing managers. The three sessions were around:

– Current business growth landscape and market insights 

– Boost your business – practical strategies and real examples 

– Future proof your business – how to expect the unexpected

Alchemise Consulting Boost Your Business Workshop Chak Ng June 2018
Alchemise Consulting’s Chak Ng and Andrew McFayden (obscured) 

Alchemise Consulting Maxsum Consulting Rebecca Ciancio Jun 18

Maxsum Consulting’s Rebecca Ciancio

Alchemise Consulting Macquarie Group Rob Crossing Sebastian Jimenez Workshop June 2018

Macquarie Group’s Rob Crossing and Sebastian Jimenez 

If you were unable to attend the workshop but keen to learn more about the topics covered please don’t hesitate to contact us for a one on one conversation.


Some of our recent blogs… 

  • 9 steps to working out your Sales and Marketing ROI 

Aligning your sales and marketing process steps is outlined from our approach covered by our latest blog and the start of the first step is to set your sales revenue target and work backwards to understand what marketing budget is needed to support this goal.

BLOG: 9 steps to calculate your sales and marketing ROI 

CLICK HERE TO FIND OUT MORE ABOUT  SALES AND MARKETING ALIGNMENT PLANNING
Use our ROI calculator to prove to sales that the marketing budget to achieve sufficient leads is not enough or from sales to marketing that the sales targets are not realistic. It can help owners determine once the number of leads required, where and which channels to use in campaigns to deliver the desired outcome – whether it’s inbound or outbound marketing initiatives depends on the marketing strategy.

DOWNLOAD YOUR FREE ROI CALCULATOR


  • My customer experience – A retailer experience

Do you want to differentiate your services, or ways to increase profitability? How do you address customer churn whilst increasing customer satisfaction and loyalty?

customer-experience-retail

Read our blog about our customer experience this month at David Jones which indicated how online and offline experience failed at delivering.
 

Digital transformation and shift involves taking an integrated approach to ensure the end to end experience and communications is a seamless one for the customer. 

BLOG: My customer experience: 5 ways a major Australian department store failed to deliver 

 



Coming soon…

  • Organic SEO and the real costs of digital marketing

Is SEO an art or a scientific approach? How much do you need to spend on SEO ranking and understanding the algorithms which Google use?  What is the ROI for investing in SEO when you have so many other competing costs attached to your digital marketing plan.

Look out for our upcoming blog on this topic including our own experience! 


Philip Karlsson joins as an Associate Intern from Sweden

Philip KarlssonIn partnership with the Intern Group, we have been fortunate to have Philip Karlsson from Stockholm, Sweden for 6 weeks. His first trip to Melbourne and Australia had an objective to understand how to a consulting process works and sales and marketing elements needed for a professional services, and he has shared some reflections below:

As an Associate Intern I have now spent almost six weeks in Australia at Alchemise Consulting. During that time I have been introduced to a number of different business encounters and situations, which has opened my eyes to certain things about Australians and the dynamics of conducting business here. One of the things I have come to realise is that what foreigners say about Australians is true; they are extremely friendly. Whether it is my cab driver, colleague or a business encounter, I have yet to meet someone who does not treat me with respect and kindness. To me this friendliness, or “mateship”, represents a culture of equality, which shines through in the workplace where hierarchies are not as common or obvious as in some other countries. A sense of equality is a great advantage in the world of business and firms should strive for such a setting since it nurtures an environment where all employees can speak up and contribute with ideas, visions and problem solving – regardless of their position, title or experience. This culture is something that Australians should be proud of and cherish, and has certainly opened my eyes to a potential future career in the land down under!


Finally don’t forget our Alchemise Marketing Survey 2018 – Why marketing campaigns fail.

Online Survey on Green Puzzle on White Background.Please feel free to continue to respond or share with people you know and find out Why Marketing Campaigns Fail – our online survey continues from our blog series (available here, if you missed it) to invite approximately 200 Business Owners or Sales and Marketing Managers to share how they have felt and what their experience has been in their marketing campaigns success, failure or ROI expectations and why.

Once we complete this survey we will share with you the findings and insights.

CLICK HERE TO COMPLETE OUR MARKETING CAMPAIGN INSIGHTS QUESTIONNAIRE
 


3D guy leaning on a calendar - isolated over a white background-1
 

Good luck with closing off your sales and the end of financial year!
Don’t forget to start to work on the business not just in the business with forward planning for FY18/19 and your next 90 day focus.

If you are looking for more information or to arrange an obligation free initial consultation with us, please contact us to book in a time.

Email: info@alchemiseconsulting.com or Twitter: @alchemise_cons, or feel free to phone our Melbourne office on +61(3) 9225 5022.

Insights Video #2 – How to turn your website into a customer centric approach

Here is an example of how you can change your website to a customer centric approach from an Australian IT company website we found – Maxsum IT.

Did you miss Insights Video #1 – Is your website brand centric or customer focussed? Watch it here now.

Hear from our Marketing and Sales Insight consultant, Andrew McFayden about why this is our advice for people thinking of a website redesign project or content marketing campaign using an example of how to approach it.

 If you are tired of your content marketing campaigns failing with no ROI, find out how Alchemise Consulting can drive more effective leads for your business.

We are a boutique business growth consultancy based in Melbourne, focused on delivering high value business and sales consulting in APAC with an outcome based focus and shared risk approach.

For further details on any of these points above with a confidential discussion on how we can assist you for business partnership or growth/exit strategies, please contact us on info@alchemiseconsulting.com or register for free initial consultation.

Insights Video #1 – Is your website brand centric or customer focussed?

Hear our latest marketing insights from our Marketing and Sales Insights Consultant, Andrew McFayden, in this short video about why many business website designs and content are brand centric and NOT effective in attracting or engaging with your customers.

Stay tuned for our next video of an example IT services website that started the process of being customer centric, as opposed to brand centric – available to watch right now, HERE!


 If you are tired of your content marketing campaigns failing with no ROI, find out how Alchemise Consulting can drive more effective leads for your business.

We are a boutique business growth consultancy based in Melbourne, focused on delivering high value business sales and marketing consulting in APAC with an outcome based focus and shared risk approach.

For further details on any of these points above with a confidential discussion on how we can assist you for business partnership or growth/exit strategies, please contact us on info@alchemiseconsulting.com or register for a free initial consultation.

Facebook News Feed Has Changed – What Does This Mean For Your Content Marketing?

In January, Facebook announced big changes to the way their News Feed operates. CEO Mark Zuckerberg wants to enable users to have “more meaningful social interactions”, by creating significant changes to their algorithms affecting which content Facebook users are presented with. The impact is already being felt, almost a month in, with users spending less time – on average two minutes less per person – on Facebook. Before exploring the affects this may have on your business page and content marketing, I’ll recap the changes for you…

So, what actually changes?

The gist of the story is that Facebook News Feeds will show more posts from family and friends and updates which spark conversation, and less public content posts (including videos) from publishers and businesses. Posts that are deemed to be engagement-bait, or click-bait, are continuing to be demoted in an attempt to stop pages ‘playing’ the algorithm in order to get their pages in front of users more often.

Facebook anticipates that pages will see their organic reach, video watches and referral traffic to decrease, especially for those pages whose posts don’t generally elicit many reactions or comments.

It’s 2018 – where does video content fit in? 

content-marketingLive video will become prioritized content as a result of these changes because,according to Facebook, they encourage engagement – live videos can attract six times as many interactions as standard videos. These changes are designed to bring back users back to connecting with each other in more meaningful interactions, so it’s only natural that a real-time interaction and discussion will suddenly be pushed to the top of the News Feed.

Do I need to change how I use my business page now?

In short, yes.

While the impact of these changes will vary from page to page, reach, engagement and traffic is likely to decrease. You’ll still be there, but you’ll have to work harder and smarter in order to get your page’s posts in front of your users.

Consider making live videos a regular part of your Facebook presence. Think about the users that follow your page – how do they typically use social media (time of the day, mobile or desktop), what sorts of content will engage them, and experiment around that. This content can all become a part of your broader digital marketing strategy, so don’t just think of it as a ‘Facebook job’.

Users can change their News Feed back to ‘the way it was’ but the new system has already become the default, so you’ll need to encourage your followers to add your page to their ‘See First’ list in their preferences.

With even more emphasis than before, aim to produce and publish content that your users will engage with – and please the Facebook algorithm – reactions and comments will contribute to your content being deemed ‘meaningful’ and increasing or maintaining your organic reach under the new system.

Does this impact paid advertising? 

Of course, paid advertising will still be an option as more of a guarantee of getting your content seen. Facebook’s revenue from paid ads has grown again by almost 50% year-on-year, so it will be interesting to see whether this grows further in the coming quarters, or if businesses choose to redirect their ad spend across other social media platforms. The anticipated drop in user-usage time does mean there will be less opportunity for your advertisements and paid content to be seen, so keep an eye on your metrics in the coming months.

Early signs – how has Facebook changed?

Almost a month into this changed News Feed algorithm, Zuckerberg’s predictions are proving accurate. Daily Facebook usage has dropped by an average of two minutes per user, but across 1.4 billion daily users, this equates to 50 million fewer hours of eyes on News Feeds and therefore page posts and paid content. How this trend continues is a valuable metric to follow, as we wait to see the long-term impacts of the changes.

For most businesses, Facebook marketing is just one component of an overall digital marketing strategy. If you’d like a deeper insight into how well set your business is for the digital component of 2018 and beyond, please click below to register for a free Digital Readiness Assessment.

digital-readiness-assessment