Maximize Social Media Ad Spend | ROI

Social Media marketing is one of the most cost-effective advertising solutions for small and medium businesses. However, if you’re not using it right, it can cost you significantly in time and headache and you might not see the ROI. Managing your ad budget can be tricky. How do you know how much you need to spend and where? What keywords to use? How do you know what’s working/ what’s not? Here are some simple best practices on how to effectively manage your ad budget.


Choose and Create an ad. Cast your net.


Sponsored vs. Promoted Posts


Facebook and Twitter ads: they’re all the same, right? Wrong! There is a huge difference between sponsored and promoted posts on Facebook, Twitter, and Instagram.

Promoted posts are organic posts uploaded to your page. They can be “promoted” by spending a little money to increase the reach of your post. A regular post will only reach a portion of the people who follow you, by default. Once you pay to promote it, the post will then reach people outside of your page’s following, or you can simply promote it to reach a larger percentage of your audience. The choice is yours!

-Promoting your top performing posts is a good way of testing the quality of your organic content if you think that you have too small of a following to generate a good measurement of engagement.

-It’s also good to use when you are running a contest and you have a post that you want to be shared. Paying to have that specific post reach way more people is an excellent tactic for this type of promotion.


Sponsored posts are posts you can create solely for the purpose of advertising. You can visit the Facebook Business page to see all the ad formats and their benefits. These sponsored ads are to be created for a specific audience and purpose. Ranging from website clicks to page likes, you can custom create a message that will appear on someone’s feed the next time they log on while your ad is running.

While sponsored and promoted posts will both appear on someone’s feed in the same manner, the two will achieve two entirely different objectives.


Start reeling in leads with repetition through retargeting.


The beauty of advertising with social media platforms is that you have the ability to custom create your audience.

-Facebook Pixels. This is a piece of code that you can add to a landing page on your website to track visitors. You can use this pixel code to then import an audience into Facebook’s ad manager. From there, you can actually target people who have recently visited your page (or been on a page that contains your pixel) with your ad. People who have visited your page are more likely to purchase from you because they are familiar with your brand and it is top of mind.


Analyze and Optimize.


To truly master managing your ad spend, you will need some practice with analytics. Every platform that you advertise with will have some form of analytics available to you. Use this information wisely, because it’s there for a reason. Whatever platform you are using, be sure to monitor your ads as they are running. Look for key differences and things that need improvement. These are some of the most common ways to test your ads:

-A/B Testing. This is a method that simply uses two or more different sets of ads to test which subtle changes are more effective than others. Some ad sets might be best tested to see which images are more appealing to your audience, or which caption is more enticing, etc. Then you can make sure you’re only spending money on the most effective ad.

-Audience testing. Test two identical ads but with different audience profiles to see if you are properly targeting your potential leads.

After testing your ad sets to find out which combination of settings will perform the best, it’s time to start investing in the ads that will net you the best ROI.


Let’s recap.

  1. Create Visibility Through Targeted Ads. (Cast the Net)
  2. Reel In Your Leads Through Retargeting
  3. Tweak with Analytics. (Invest in what’s working to Maximize ROI)


Are you thinking about getting started with advertising on social media? Sign up for a free consultation with one of our experts!

If you’re a small business owner and have a marketing problem you want to be answered, fill out a contact form and we’ll get back to you as soon as possible!

As always, follow the conversation @93Agency on social media.

Video Marketing for Small Business | Video Marketing

It’s no secret that video posts generate higher engagement on social media. In fact, over 60% of small businesses have added video marketing to their social media marketing strategies. So what’s new?

Over the last few years, brands have been steadily adopting video marketing strategies into their overall communications. In 2013, marketers predicted that video content would account for 50% of all internet traffic. It’s now 2017, and guess what? Video content now accounts for 80% of all internet traffic! The point is, if you’re a small business owner and your current marketing plan doesn’t include video content, you’re missing out. Big time.


Videos are social engagement magnets.

A Facebook video receives, on average, 135% more organic reach than a Facebook photo. Videos are also 6x more likely to be retweeted (Twitter) than a photo. Thanks to industry research like this, we can begin to see a trend in what kind of content elicits a response from your audience.

Most of the content that we see on social media is text-based. So, when someone finally sees a video on their feed they can’t help but focus their attention on it. From there, you just have to keep them interested.

Social media is much more cost-efficient than traditional forms of advertising such as; the local newspaper, magazines, radio, and especially TV. The cost of creating a video will depend, but getting your video to reach potential customers is free. If you want to spend a little on promoting your post to reach more people, you can do that as well. There are so many options that allow you customize your ads that overspending is virtually impossible.

Builds trust and improves brand image.

75% of users have visited a company’s website after watching one of their videos on social media. Videos are also easier to remember. In fact, 80% of users can recall a video ad they saw 30 days ago. 90% say that videos helped them in making purchase decisions.

Your brand is your personality. As a consumer, they will have a much easier time making a connection with that brand’s personality if they can see you, hear you, and understand you. As we mentioned before, roughly 2/3 of small business owners are using video marketing in their social media strategies. As a consumer, I’m going to view the brand that has put more effort into earning my attention as more credible.

Increases your SEO rankings.

Google loves video. You’re actually 53 times more likely to show up first on search results if your company website has a video embedded on the landing page! The reason for this is largely because consumers will spend more time on a page with video on it. By watching the video, they are staying on that page. This tells Google that the content is valuable and is a good place to send others searching for similar things. Since Google owns YouTube, the benefit of having a YouTube channel for your business is large.

To make sure Google picks up your company’s video on its radar is optimize your video title, tags, and description to match appropriate keywords that people might be using to find your video. Uploading your video to multiple channels will increase your ranking, as will having it shared by your followers. Higher engagement tells Google that others found your content useful. As a result, Google will rank your brand name higher than those with little engagement. By investing in video marketing that you are actually investing in SEO as well.

Easy to Digest.

Reading a product description or filling out a form can be highly tasking. It’s easier for a consumer to simply watch and listen to a video for 30-90 seconds before making a decision.

This decision will depend on your video’s purpose and what action you want your viewers to take. Your consumers want to see your product or service in a real life situation. Something that they can relate to. Videos leave less to the imagination than photo ads and thus, are less confusing and easier to digest. This is why most people can recall video ads over a print ad.


Video marketing is one of the best ways for small businesses to separate themselves from the competition. With some practice and a little bit of help, your next successful video could go viral in your local community!

Thinking about getting started with video marketing and have a few questions before you’d like to get started? Sign up for a free social audit with the experts at 93 Agency!

If you’re a small business owner and have a marketing problem you want to be answered, fill out a contact form and we’ll get back to you as soon as possible!

Social SEO: The Basics

If you’re a small or medium sized business owner, you’ve probably done your own bit of research on Search Engine Optimization (SEO). The problem is, many marketers will try to intentionally confuse you in order to seemingly make their services more valuable. In turn, businesses owners like yourself shy away from investing in social media management because most marketers aren’t able to provide value for these kinds of services in the first place. To remedy this problem, we’re going to give you some social media SEO Basics that you can easily apply to your current marketing efforts. No headache. No studying. Just a few minutes of your time on our blog and you’ll be on your way to becoming a social SEO wizard!

Believe it or not, SEO is actually a very simple concept. Imagine if Google was a person. Now, imagine that Google is that one friend we all have that is really smart. You know, the kind of friend that seems to know EVERYTHING?! Whenever you want to go somewhere or try something new, you go to this friend to ask for their advice. You do this because you know that whatever recommendation they give you, it was in due diligence.


“If Google Was a Guy”



While most comedy skits tend to exaggerate the truth, Comedy Central kind of hit the nail on its head. If you were this person who everyone trusted to be a meaningful and useful resource of information, you would feel an enormous amount of pressure to maintain your friends’ trust, right? Google feels the same way. Google wants to maintain your trust so that you’ll keep coming back to use their search engine. So when Google sends out little spies (also known as Spiderbots) to pages with your brand name on them, it wants to know that if these pages can be trusted to be useful to their friend who is asking for information. So how does Google verify that your brand name and all of its touchpoints are valid, reliable, and useful?

Similar to what you may have heard already, there are a few main things that Google will look for on your social media accounts that you can easily change on your own. These changes will ultimately help your SEO and enable your brand to show up higher and more often in searches.


SEO Keywords

When you’re creating a post for one, or a few, of your social media profiles, it’s important to look at the body copy (writing) of your caption, headline, and any other aspect of the post that contains text. To truly optimize each post, think about using a combination of “simple” and “complex” keywords that truly represent what that post is about, so it’s easy to find from a search engine. Remember, your ranking on social media searches are just as important as your Google ranking. With that said, you’ll need to optimize your page’s descriptions to attract your target audience. This will take some research to know what keywords they are using and where they are engaging. There are plenty of free keyword search tools that you can use to find out which keywords are the most used and even which words your audience is using in search terms.



You’ll see links in posts with articles or sometimes a video with a YouTube link attached to the bottom. If your brand is on Instagram, then the most common way to generate linked content is by posting a link in your profile description. This will usually be a link to your blog or website, also known as a “call to action.” Additionally, you can re-post trending or popular posts from influencers (with their permission) to generate an indirect link to their profile; further adding to the credibility of your content and links. Twitter will let you do a similar thing with “quote tweeting”. The reason high-quality links in your social content are important is because it gives your brand credibility. Credibility is the foundation for all things SEO. If Google can’t cite credible sources, then it’s not doing its job. Our job as social marketers is to make Google’s life (and yours) easier. When you have a moment, take a look at all of your social profiles and backcheck to make sure that your links are leading to other credible sources.


Social Mentions

Just like word-of-mouth, Google tends to trust a brand that has a lot of mentions from social media or other sites. Speaking specifically about social media, getting mentioned by 100 people is great! Getting 1000+ mentions is even better. Even better than that would be getting 1000+ mentions from followers and 5 mentions from influencers (usually verified accounts with large followings). Needless to say, these influencers are in big demand from marketers all over the world desperately trying to reach a specific audience. Mentions on social media exist in a few forms such as; reviews on apps like Facebook and Yelp!, getting tagged in a photo, getting your business location tagged in a photo, getting your account handle (ex: @93Agency) tagged, and hashtags (#93Agency), to name a few. That’s why constant communication with your followers and pushing relevant, useful content will help in attracting mentions.



Likes, shares, follows, mentions, tags… the list goes on. The truth is, you can never have too much engagement. That’s why there are so many ways to measure it – because it is so essential for providing value to businesses who invest in social media marketing. Engagement also shows that your brand’s content is valuable to its audience, and that shows “credibility” in Google’s eyes. In fact, when a post is successful in engaging your audience, chances are that they will share it with their social networks, and your brand will start to reach more people. As a result, you’ll gain a larger following and continue to build your brand name in SEO rankings. If you don’t have a large following, getting engagement on your content will be much more difficult than it would be for verified accounts with thousands, or even millions, of followers. But that doesn’t mean that your brand or business can’t leverage other accounts with lots of followers. Contests and giveaways are common ways of partnering with other social accounts. Sometimes partnering with a charitable cause or a community initiative can help attract a following and valuable engagement numbers, as well as genuinely be a great thing to do as a small business.


Did you find this article helpful? Let us know in the comments section! If you’re a small/medium business owner or someone who needs help with managing social accounts, contact us for a free consultation and social audit. If you have a question that you’d like answered in an upcoming post leave a comment down below! Don’t forget to follow us on social media @93Agency to hear about all our latest posts.


Using Facebook and Twitter to Grow an Event

We achieved an acquisition cost of $0.62. If your business is not taking advantage of Facebook advertising, you truly are missing out!

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Summary: With social media being the first place that many people check first when looking for more information on an event or business we know that it is important to have a respectable audience size (more followers) to provide credibility to all those that find your business page. Facebook Advertising is an incredible tool for building a Facebook following. Twitter is also an equally impressive tool, especially in the case os B2B engagement. Now that the Ottawa Ski, Snowboard, and Travel Show has a large social media following, they are able to attract larger brands/exhibitors who view the Ski Show’s large social media audience as added value to becoming an exhibitor.


Background: When handed the logins for the Ottawa Ski Show social media accounts, the accounts had a combined following of less than 100 people. The event needed a boost to regain its title as the “go-to” event in the ski, snowboard, and travel community.



-Grow follower base

-Create “hype” leading up to the event

-Attain leads on new and larger exhibitors for the show



-Facebook Ads to promote the page, event, and important content

-Build Twitter audience organically through engagement

-Reach out to brands and businesses on Twitter to attain new exhibitors



-Using targeting tools on Facebook ads to ensure only potential attendees were being targeted (no ad spend goes to waste = increased ROI)

-Creating promotional videos that would be shared within the community and also by exhibitors with equally large followings (thus driving more people to the event)

-Share trending content to become the page to check for information on skiing, snowboarding, and travel

-Direct tweeting

-Cross-promoting attendees, allowing them to reach our audience



-Event grew tremendously in both exhibitors and attendees (line-up out the door waiting for the doors to open for the event)

-Event received media coverage

-Exhibitors and attendees became more engaged, posting their photos and tweets about the show, which helped the show reach even more people year over year

-Show is a yearly “Must Attend” event



-Develop a plan well in advance (6 months out from event in this case)

-Start promoting early, businesses (exhibitors) and attendees alike plan their schedules ahead

-Create value. For exhibitors, the value is the large social media following and engaged community. For the community, it is the informative posts and articles, and engaging content

-Use advanced targeting with FB ads (Monitor it closely so you can adjust as you go)

-Build a community and “they” will come

-Twitter still is a dominant B2B tool

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Organically Building an Engaged Following

Summary: We took it 0-100 (1000, actually)!


Background: Greco Fitness, an amazing Ottawa success story (grew from 1 location to 13 in the Ottawa area alone, and now 1 location in Toronto) was acquired by a group of investors In September of 2016. 93 Agency is fortunate to have been hired to lead social media and digital marketing efforts as the brand looks at growing across North America. Upon being given the task of the social media accounts, we were tasked with creating and growing the Greco Fitness Brand. Each Greco Fitness franchise has their own locational Instagram account, however, there was no corporate account for Greco Fitness. We wanted to quickly create and grow this, as Greco Fitness recognized Instagram as an effective community building and lead generation tool. It should be noted: the following was all built without any paid ads or automated tactics.



-Increase brand presence on social media, and create + enforce brand consistency

-Increase leads for current Greco Fitness locations. (Once potential members get inside a Greco location, they know why Greco Fitness is such a great success and can truly change their lives. We just need to get them in there!)

-Create a #GrecoCommunity where members, trainers, and all stakeholders are engaged and enthusiastically promoting the Greco Fitness brand



-Build followers organically through engagement

-Create and share content that is well branded, easily recognizable, and engaging



-Use engaging CTAs (Call to actions)

-Re-post and/or recognize member contributed content

-Build audience through pro-active engagement

-Use photos of ACTUAL Greco Members for graphics and promotional photos



-Instagram following at time of this case study: 1018 (built from 0 over 4 months)



-Stay true to branding, but always be human

-Use engaging CTAs in captions

-Engage with the community (provide recognition)

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Prior to when we began work on the Greco Fitness Facebook page, the average reach per post was 520 people. Since we have been managing the page, the average reach per post is now 842. That means EACH daily post is reaching 322 more people on average than before, equalling a 161.9% increase in reach.

Increasing Engagement on a Budget

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Summary: When working with small and local businesses who typically have different budgets than the average marketing agency client, creative and strategic thinking are key. We were able to create cost effective content, including viral videos and promotional photography that got the job done! Going in with a plan ensures optimal use of resources and the best results!


Background: Kunstadt Sports, a long-term social media management client, became interested in using media rich custom content, such as professional photo and video, to promote their 3 Ottawa locations, the products they carry, and the events they take part in. This content would be developed and implemented into the existing social media strategy we created and manage.



-Create custom content (photos and videos) that would drive engagement and increase brand awareness and reach

-Showcase the amazing company culture Kunstadt Sports has

-Increase shares on Facebook page, which will, in turn, increase the reach of the content to relevant potential customers



-Photo and video content using Kunstadt Sports employees as the “models” and actors/actresses



-Boosted video content using Facebook Ads to reach more potential, and local, customers

-Strategically used photo content for promoting different events, products, and general brand awareness (Each photo shoot provided content for months)



-Engagement increased (more likes, comments, and clicks)

-Shares went through the roof, especially on video content!



-Visual content is key

-Create something relatable and then come up with an extreme example

-Stay true to branding/company culture (let it shine through in the content)

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Click here to read more about our work with Kunstadt Sports!

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A Community Within a Community: How Social Media Creates Loyal Customers

As a business owner, you may be familiar with the 80/20 rule. 80% of your sales come from 20% of your customers. That fraction represents, for the most part, loyal customers. When deciding what resources in your budget go where, focus on your ‘loyals’. Appeal to their wants and needs. The question is, how do you figure out who your loyal customers are? There are many ways to do this. However, the most cost effective way is to publish content and listen.

Opinion leaders: The more they engage, the more you learn.
Whenever you post something to your accounts, take the time to read through comments. Often times, the top comments are good indicators of an opinion that has substance. Think about it, if other people have liked the comment, they probably support and/or agree with that opinion. You can also gauge the quality of your content by the number of shares and likes it receives. After listening to your audience over an extended period of time, you will learn what works and what doesn’t. Once you start to consistently push content that is engaging a lot of your followers, you can begin to really look into who is contributing the most. These are your opinion leaders. They will push your content to their personal channels and the sharing will continue, depending on the share ability of your content. This is why it is important to listen to your audience and find what content receives the most engagement.

A sense of belonging.
As humans, we want to feel like we belong. A sense of purpose, if you will. It’s important to create an atmosphere on your social accounts that breeds engagement. Most people don’t like to talk to strangers, right? A brand is no different, unless you build trust by pushing relevant content and encouraging engagement. When someone does decide to engage with your brand, be sure to commend their trust in you by liking their comments and replying to them. Nobody likes to be left out of anything fun so strive for exciting content that breeds engagement. The comments and shares will snowball, but once enough of your followers are engaging with your content regularly, you have created a community of loyal customers that not only enjoy interacting with your brand, but also can’t wait for the next chance to do so.

User-created content.
Nothing says community like having followers that favour your brand enough to create content like photos or videos of them interacting with your business. Not only is this a good look for your brand in the eyes of your other consumers, but it is also a way for you to show your appreciation of their hard work on a public platform. Reposting their content to your accounts will give them a sense of accomplishment. If they cared enough to create something relevant for your audience and tag you in it, then it’s worth your time to tell them they did a good job. Like a parent recognizing their child’s hard work. We could all use a little bit of gratification once in a while. If they feel like their contribution did not go unnoticed, they are more than likely to post again and keep coming back to comment because they will feel like they are a part of the brand and the community at large. User-created content is also another surefire way to learn exactly what your audience cares about.

Test your content, not your audience.
For many business owners, monetizing every single one of your promotions may sound like a good idea at first, but have you ever conducted a test to see which kind of promotion your audience would react to the best? Initially, test two versions of the same promotion on your audience. Be sure to post the two versions at similar times. The one with the most engagement is more likely to do better when you do decide to monetize it. You can also make subtle changes to one version of the promotion and keep testing to see which changes affect the engagement and how. For instance, sometimes all you need to do is change the background colour or font of a promotion to see a difference. Be careful not to make too many changes and post the same promotion to your page over and over. Nothing is more cringe worthy than a cluttered social media feed.

Forget surveys. Just ask.
Trying a new product? Promotion? You’ve probably heard the expression that two heads are better than one. Right? Whether you own a business with one or 100 employees, you can never have too many opinions, and who better to ask than the people paying for your product or service? For example, show a picture of a potential service, promotion or product you wish to implement and ask for their opinions? Often times, you will get a simple yes or no. Now that Facebook has implemented reactions to their metrics, you can gauge exactly how little or how much your audience likes your content. Not only this, but your audience will feel involved in the process, making them more likely to purchase your product or service, and recommend it to others.

Interested in hearing more? Contact us at getsocial@93agency.com or follow along on social media at @93agency.

Social Media Marketing: Luxury or Investment?

Social Media Marketing: Luxury or Investment?

Written by: Natalie Allport
Busting the Myth

We’re often faced with the situation of clients who are hesitant to make the financial investment towards social media marketing. It’s a common mis-thinking among small and medium business owners that social media is a luxury, when in fact, it’s a necessary investment. Whether you’re starting up, are highly successful, or struggling to make ends meet, social media can provide you with unmatched ROI. Not only that, but social media is a NECESSITY for achieving credibility, superior customer service, and remaining competitive. Just as you would budget for office or commercial space, social media should be worked into your base monthly expenses. We see many businesses from start-ups to established organizations focusing their budgets on marketing that produces little to no ROI. Simply because they’ve always done it that way, their competitors do it that way, or they simply are misinformed. It’s not whether your business can afford social media marketing, it’s whether it can afford not to.

Social Media vs Traditional Marketing

Is most traditional marketing outdated and expensive? Yes. Is there still room for traditional marketing in your marketing mix? Yes. However, which should you focus on first? Social media (digital marketing) or traditional marketing? Which is the more important investment? We’ll let the data do the talking.

In terms of cost per thousands metrics (CPM: how many $ you need to spend to reach 1000 people) there is no comparison to social media. In fact, social Media costs HALF as much as the next most effective traditional marketing channel.

Credit: Lyfe Marketing


Additionally, there are hidden costs to traditional marketing, such as advertising costs increasing during peak times and large changes in pricing due to production expenses rising.

Social Times Blog has a great Infographic that shows more statistics and key differences. You can check it out here: http://www.adweek.com/socialtimes/social-vs-traditional-media-marketing/466873

Ultimately some of the key differences can be outlined in the following chart:

Here’s a great infographic which compares content (digital) marketing with traditional marketing:

Credit: Marketo & Digitalist Magazine

Credit: Marketo & Digitalist Magazine

As times change, so does the way we do business. This is why social media is becoming THE main marketing channel for business of all types and sizes, including both B2B and B2C organizations.

Why do you need social media? Out of necessity, of course.

First, social media provides your business with increased credibility. With a majority of end users or consumers going to social media pages prior to even visiting websites (and needless to say, before visiting your physical location or calling/emailing), it is important to have a professional presence on social media. Having professionally managed, aesthetically pleasing, and popular social media accounts is comparable to having a dentistry certification on the wall of a dentist office. Better than a review, a professional and strong presence shows that you are a credible tried and true business.

Additionally, social media can and should be used as a base for any other marketing campaigns you may have (traditional or not). All marketing campaigns should send people somewhere, why not send them to social media where they can positively share their experiences or post about the campaign? Imagine asking people to post photos of themselves with your product but having nowhere for the campaign to link to. This is where you can add a #hashtag and ask users to @tag your account(s) where people can find more great content, information, and links.

From a consumer perspective, I personally would be hesitant to check out a business for the first time that does not have a strong social media presence. I almost never go to a business’ physical location without checking out their products, services, reviews, and content on social media prior. The truth is that we are in the digital age, where people like to know everything before they go anywhere or do anything. If the ice cream shop down the road has a stronger social media presence than yours, then chances are I am going to go there rather than yours, despite whether you have the best ice cream in the world or not.

Lastly, social media is a necessity for providing superior customer service. We receive several comments, messages, and reviews everyday on client accounts which we are responsible for monitoring, engaging with, and responding to. Engaging with customers in this way develops long-term customer retention. In the case of negative postings, through simply listening to a customer complaint the issue can be resolved. We recently had a scenario where a customer wrote that he received untimely and unprofessional service at the physical location and would NEVER return. We responded within minutes thanking him for sharing his experience so we (our client) can improve upon this and letting him know that this is not what we (again, our client) strive for in the way of customer service. The customer was quite surprised at receiving a response and noted that the response was worthy of a second chance! From never returning to a second chance within minutes!
Generating Sales

It all comes down to this. Can social media provide a return on investment? Quite simply, yes it can. With millions of local and worldwide social media users, potential customers are out there. Using targeted advertisements and informative posts can help you reach and engage with these potential customers. We know how to take advantage of social media to generate leads, increase sales, find and engage customers, and drive traffic to your business.
Ready to Make the Investment?

Is your handshake strong or weak? As your online first impression, social media is integral to the success of your business. No matter your size, industry, or goals, we can help you achieve your social media and digital marketing goals in creative and cost effective ways.

I’ll leave you with this:

“You can’t win the lottery without buying a ticket. Thinking of social media as a luxury that you can only afford ONCE you’ve reached your goals is like hoping to win the lottery without yet buying a ticket. You have to make the investment first.” -Daniel Sesiakin
Ready to dive in? Email us at getsocial@93agency.com!

5 Steps to Building Your Relationship With Influencers

Being an agency that is immersed in the local community allows us to be more than just a familiar face. It allows us to establish relationships based on trust. While this may sound cliché, it’s the simple truth. Over 90% of consumers will trust earned media over paid forms of traditional advertising. What does this mean for your business and your marketing budget? In short, it means that you can spend thousands of dollars on advertising but all it takes is a few bad reviews or recommendations to tarnish your consumers trust in your brand. What happens when a consumer doesn’t trust your advertising? Nothing. And that’s exactly what will happen to your sales. Nothing.

As a business owner, you may already know this but you’ve also probably wondered how you could make more time to build trusting relationships with your consumers? Hiring an agency to handle your social media is like having a team of professionals networking at your events for you. Think about it, you’re going to be connecting with your new contacts through social media accounts anyways. Why not save yourself the trouble of taking that extra step?


How To Drive Local Business Traffic With Pokémon Go

It may be just a fad, but the new Pokémon Go game is all over the media. Generously put, the game is very popular. As a business owner, what will you do to capitalize on this opportunity? For many, the answer is nothing. If you’re ambitious, there are ways for you and your business to leverage the mechanics of this game and use it to your advantage.

As a marketing agency in Ottawa, we tend to get curious with how to use new tools and strategies for our clients. When a new technology, app or game catches the world’s attention, it catches our as well. So we asked ourselves, what can we learn from Pokémon Go as marketers?

Although this is only a game, it is an augmented reality game which makes this very real for the players and the businesses that these players spend so much time at. As people congregate to a hotspot, businesses have the opportunity to increase promotions and direct marketing to the newly attained or potential traffic from the game.

Players tend to gather around places like Gyms or Pokéstops. Checkpoints, if you will. We noticed that these players would spend long periods of time at these checkpoints. Ka-ching! Any business has the opportunity to ring in new customers. Some places will get lucky and will naturally be located closer to these Pokémon hotspots and other will not be so lucky. There are ways you could swing the “luck” in your favour. There are reports stating that the game will be partnering with businesses such as McDonald’s to create sponsored locations. As you can imagine, it probably won’t stop there. McDonald’s is only one of many big name brands interested in this marketing strategy but only time will tell who will buy into this booming market.

Small businesses in Ottawa such as Kettleman’s Bagels and Kunstadt Sports have gotten their foot in the door by dropping lures at their location that will attract Pokémon and inevitably, the real world players looking to catch them. Apparently, the app allows each player only a few lures at a time (each lasts approx. 30 minutes). As an active player, you are able to attain more lures. Hint, hint. Theoretically, the more lures you have, the more people will show up. If you’re really looking to get ahead, you may start thinking about having someone from your team play the game to earn these lures a.k.a. traffic generators.

Bonus tip: Ingress is an app from the same people that developed the Pokémon Go mapping system. Ingress maps out the data usage in your area with small dots. So, as a business owner you might want to see if your location(s) is near these “data usage hotspots”. Logically speaking, Pokémon will go towards these high data usage zones. Essentially, data usage attracts Pokémon and Pokémon attract more people. Provided that you can keep people around, this would work very well for businesses that have free Wifi for their customers/visitors.

There is no recipe for success but thanks to Forbes, there are a few tips and tricks that you and your team may use to increase traffic and sales for your business: