Fifty2M The Agency With Balls

Businesses and charities, say hello 👋 to your fractional future! Read my recent blog on the new model we've started rolling-out, with our existing charity clients first to benefit fifty2m.com/blog/the-future-… #FractionalMarketing #MarketingAgency #Fifty2M

All the time you spend on creating organic social posts for your business or charity has a hidden cost associated with it, and because of restrictions imposed by the algorithms of the platforms you're using, it's likely less than 10% of your fans and followers are even seeing your stuff anyway. Instead, consider taking the equivalent of your time-cost at your salary for the hours you're pouring into crafting organic social content and just pay to run low-cost brand awareness ads instead. E.g. if you earn the UK average of £15.58 an hour and spend two hours a week putting together and sharing organic social media posts (£1,620 a year) invest some or all of that in paid social instead. On Facebook, for example, we generally spend around £3.50 per thousand ad impressions on campaigns we run for clients over at @Fifty2M. With most ads seen around 1.65 times per person, your money would get you around 462,857 ad impressions served to 280,519 people over the same 12 months. Approached like this, you reach significantly more people, and get some time back to spend on other priorities to boot. Food for thought 👍 #SocialMediaMarketing #PaidSocial #OrganicSocial

We love our work with charities, but it's fair to say we have a particular soft spot for this one! Discover how we helped drive donations with a digital fundraising campaign this Easter, focused on improving ROAS and net income generation 👍 fifty2m.com/case-study-fundr…

Lead nurturing with automated email sequences 📨⚙️ Picture this: you post on LinkedIn a few times a week, and run ads here and on Google, all designed to put your lead magnets in front of potential clients. It's a success, and people hand over their contact details in droves, eager to access the valuable content on offer.  Now what? Do you follow-up? And, if so, how do you do it consistently and regularly enough to move people from 'marketing lead' to 'sales lead'?  If you're relying on memory and spreadsheets, the likelihood is that at least some of the time and money you've invested in generating leads is going to waste. Not only are you no closer to converting leads to customers, you're probably disenfranchising some people too because they were expecting contact and didn't get any. So, what's the alternative? Use email marketing software to help you nurture your leads on autopilot. Even if all you do is send everyone one single, solitary 'thank you' email, that's better than nothing.  But with products like ActiveCampaign, Brevo (our fave), Mailchimp and more, you can build sophisticated automations that are triggered by the actions your leads take, as well as IF/THEN logic.  For instance, let's say someone submits a lead form to obtain your PDF guide to the latest employment law changes, you could follow-up with a thank you email in which you include a link to book a meeting with one of your team. Your automation could then branch: IF they open the email and click on the meeting link but don't book, THEN do this action; IF they open the email and click on the meeting link and do book, THEN do this instead. IF they don't open the email at all, THEN do this. Email automation is good for your business or charity and your marketing leads, relieving you of the burden of trying to remember who has and hasn't been contacted and helping you live up to people's expectations.  There's more in this blog fifty2m.com/blog/email-nurtu…

They're not just about driving conversions, SEO and PPC have brand building roles too. Read more in our latest post on Unzipped: The Marketing Blog Where We Get Everything Out fifty2m.com/blog/seo-and-ppc… #BrandMarketing #SEO #PPC

Want 1 million reasons why your business should be putting on events? Then read on! If you're not already hosting events to promote your business, you ought to be. There are lots of benefits to doing so. 1️⃣ Brand awareness Promoting an event pushes your brand to the front. Every single mention of what it is, where it's taking place, who is speaking, and when, is another opportunity to put your brand in the minds of the people you'd like to know about you. Whether it's in ads, on social media, or in emails, every refererence to your event thrusts your brand and brand identity in front of people. 2️⃣ Credibility and trust Picture it: your brand everywhere, no detail overlooked, and you and your people sharing expertise and dispensing know-how. The people in the room are going to leave with a lasting impression: yours is a professional outfit. Satisfied with your bona fides, they're more likely to trust you than a rival that hasn't treated them to a glimpse of their prowess. 3️⃣ Lead generation If they register to attend your event, they're interested in the topic. You can use that information to follow up with people afterwards to start a deeper and more personalised conversation. The key is speed: you can't let the trail go cold, you have to be on it straight away whilst they can still remember how they felt, what they learned, and while they're thinking about how the information you supplied can help them. You can probably see already that bespoke events straddle the border between brand marketing (promoting your business rather than just what you sell or do) and performance marketing (driving more immediate results). Events are particularly suited to the B2B model, but you can make them work if you're B2C. Over the years, we've accessed these benefits a lot for ourselves at @Fifty2M. One of our most successful was a linked series of two-hour breakfast seminars that took place every week for four weeks in March 2011. One of the delegates was from a company that took us on to do some work for it soon after in April, kickstarting a relationship that lasted eight years and saw us bill over £1m in that time. If that's not a convincing reason to start seriously considering how to make events a core component of your marketing, I don't know what is! #Events #BrandMarketing #PerformanceMarketing #LeadGeneration

In the spirit of Valentine's Day ❤️

I set myself a challenge of running 2k a day in January. Today, I decided to increase the total distance to 65k and turn it into a fundraiser in aid of Cancer Support UK. I've given £65 or £1/km because that's what it costs them to send a kids' cancer kit to a child in hospital with cancer. Check out my @JustGiving page and please donate if you can. Thanks! #JustGiving justgiving.com/page/lee-pett…

Did you by any chance have 'join a gym' on your list of New Year's Resolutions? Put a line through it and do this instead! ✅️ Cheaper ✅️ Easier to stick at ✅️ Still get to feel good #BinTheGymSendASmile

People are a lot less interested in how it's done, and more interested in what it achieves (for them or others). E.g. activity tracker watch Features led: • large amoled screen • built-in GPS and accelerometer • range of exercise pre-sets Benefits led: Track your progress towards your fitness goals. Automatically log movement, steps and distance. Whether you're running or hitting the weights in the gym, record it all at the touch-of-button. See exactly how you're doing, at-a-glance, with our crystal clear display. See the difference? If you're a business selling products and/or services, highlight benefits first and follow-up with features. If you're a charity seeking support, start by focusing on outcomes (what changes for the better), then outputs. For a great example, see here kiddstransport.co.uk/general…

Lots. And it can be used ethically to secure more donations with higher individual values - creating more of a surplus to spend on the delivery of charitable objects. What might that look like? Well, one example stems from the way we perceive numbers as increasing on a scale from left-to-right or bottom upwards. If your website features an image linked to your cause and designed to elicit an emotional response, and you place your "Donate £25" CTA above, fewer people will click on it than if you place it below the image - simply because they will see the amount as being lower (and more palatable) when it appears at the bottom. This is just one of many pricing psychology tactics used very successfully in the world of ecommerce and which can also be applied by charities. Want to learn more and get some help exploring ideas for your charity? Just ask 👍 #CharityMarketing #Fundraising #PricingPsychology

It works thanks in part to two prehistoric brain regions, the Thalamus and Reticular Formation (aka The Reticular Activation System or RAS). Together, they are the gatekeepers to the rest of our brain and nervous system. They have a primary responsibility to provide information to the brain designed to trigger the most ancient of human instincts: the fight-flight-freze response, and so are responsible for our safety and survival. When the Thalamus gets an unusual or unexpected input from the eyes or ears, like a loud noise or the sight of something rushing towards us, it doesn't just pass that along to the more modern parts of the brain so we can think about it, it does two things: Firstly, it amps-up the volume for that particular sight or sound, so our conscious brain will notice it more. Secondly, it activates the RAS, saying, “Quick, wake up the rest of the brain! Something important and maybe even dangerous is happening!" You'll have experienced this loads of times: you're in a noisy bar or restaurant, straining to hear what the people you're with are saying, and speaking so loudly yourself that you feel hoarse the next day. But when a member of the waiting staff drops that tray of glasses and they shatter, you hear it and are immediately alert to the possibility of danger, your brain scanning the environment to try and determine if you're safe or need to react. Your ads and organic social media content can have a broadly similar impact. When we're scrolling our Facebook feeds, we pretty quickly settle into a pattern of seeing what we expect; the odd post from a friend or family member, maybe a post from a group we're in, and ads for clothes, shoes, and holidays etc. The ads tend to be formulaic and so soon blend into one. But you can disrupt this flow with content that is not what your audience expects. Their brains will spot that it's different and slow their scrolling, albeit imperceptibly (except to the sensitive Meta algorithm). However, that can be just enough to make them pay unconscious attention to it. Then, when they see it again, they'll remember it and might consciously feel inclined to investigate it out of curiosity. None of that happens if all you ever post, or the ads you use, are boring and insipid. You have to shake things up 👍

My dog stared at this juice carton for ages because it said 'concentrate' on it Just kidding (although it's the sort of thing I'm sure he would do if he could read as well as he can understand even coded references to 'walk' and 'park' 😆). There is something in this though when it comes to directive, action-oriented language in ads on social media. It all comes down to the difference between copy (words that sell) and content (words that inform). Think about the way people write organic social posts here and elsewhere. Usually you find they go into detail, use relatively relaxed language, and focus on sharing opinion, wisdom, and advice. Rarely do they contain anything that directs the reader to do something. If you create ads on social media in the same format (whether here, Facebook, Instagram, or LinkedIn) you'll get nowhere. Why? Because if you don't tell people what to do, they largely won't do anything. Over at @Fifty2M we've found the trick is to use directive language and visual cues. Let's say you're running a traffic campaign designed to get people to a landing page or your website, and you've chosen the Learn More call-to-action (CTA) button. Use your photo, graphic, or video (your ad creative) to grab attention and convey your core message (i.e. your value proposition, what is it that people are going to get from you if they take action on your ad) and then use the two lines of text above to very concisely tell people what to do. Like: "Visit our website for all the details. Just click Learn More below ⤵" "Ready to start saving? Head to our website now, just click Learn More ⤵" "Don't miss out, find our best deals online. Click Learn More ⤵" Short copy. To the point. Using directive language that tells people exactly what to do (and includes an arrow for speedy visual processing, just for good measure). It makes a big difference. In our experience, wordy ads that are written more like organic posts don't perform nearly as well as those that use simple copy and tell audiences exactly what to do. On some level, humans are obviously as literal as my dog! 💡 Bonus tip: if you use carousel ads, then in the headline for each image card other than the last one, use ←𝗦𝗪𝗜𝗣𝗘 to get more people to do just that. Honestly, you wouldn't believe the difference this can make! #AdCopy #DigitalAds