Dealing with Facebook Marketing Anxiety: You Can Still Earn Reach

“The content problem” in content marketing is becoming more pronounced.  More and more brands are making content that does nothing. Ads are getting more and more expensive, and working less and less.  Many ad clicks are turning out to be fake. Organic reach, especially on Facebook . . . Well, forget about it.  There is so much noise, much of it other brands also trying to get a message out, that many of us have even forgotten there is a signal there to begin with.  SEO is more nebulous than ever.  Social Networks, once our saving grace, are now fine-tuned to limit reach to our own followers and force us to pay increasingly higher prices just to get a message in front of people who have clearly signaled they want messages from us.  Facebook has even taken more drastic measures of intentionally limiting businesses from being seen. Even influencer marketing is becoming more expensive and difficult to execute.  To top it all off – nearly 75% of Facebook users have taken some action from deleting the app to taking a break, or at least clamping down on their privacy settings in the last 12 months.

As much as digital and content marketing is the future, it seems more and more hopeless for many marketers. Yes, we created the problem with our pathological obsession with vanity metrics over meaningful relationships and conversation.  Unfortunately, that doesn’t change the reality we find ourselves in now, and the biggest question we all have to answer:

How do we earn media now?

This ecosystem isn’t going to turn in our favor any time soon.  So if we’re going to succeed, we have to adjust our approach:

  1. Get back to basics.  Our temptation with every change in Facebook or Google’s algorithms has traditionally been to hack our way around it to get back to the numbers we previously saw. In Marketing, we all know that lower numbers is bad. I get it. No one wants to be the tool that walks into a meeting with their boss and says, “Reach is down 50%. Engagement is down 65%. There is nothing we can do about it. It may get worse.” Let’s take this opportunity to focus on what portion of that engagement was meaningful.  What does meaningful interaction with our customers and users online actually look like? Then let’s do more of that.
  2. More content does not mean better content marketing.  You’re going to have to produce content.  Chances are, you’re going to have to become an expert at it.  But that doesn’t mean $5,000 videos produced weekly and a team of designers making beautiful stuff.  Create simple, replicable, content creation processes that a small team can do to create content that matters.  Photofy is the easiest tool for consistently making on-brand content with consistent assets – even with large distributed global teams.  You can church out a week of high quality graphics that your audience will actually like in minutes.
  3. Scale. Use employees. Use customers. Use online advocates. Use random people who think you’re interesting.  A brand simply can no longer stand out from the noise. Unless you’re Apple or Google with an army of journalists in your pocket, you’re going to have to find a way to drastically increase the amount of conversation happening about you online.  Photofy has been used by many companies to do just that – scale content creation to anyone and everyone with a voice, give employees and business partners tools to participate in content creation.
  4. Be available and responsive with your audience.  If people aren’t talking about you and to you. You’re dead.  But once you’ve scaled content creation – you also have to be available and responsive to people.  No bot takes the place of this. Real humans talking to real humans is how business has been done for thousands of years.  Guess what… it’s how business will continue to be done for the foreseeable future. AI is great. Bots are great. It serves a purpose – but nothing replaces a customer knowing that a human being at a company knows about them and cares about their experience.

The heyday of free Social Media reach may be over – but you can still earn attention, engagement, reach, and conversions with the subset of your audience that really matters.  There is so much noise – truly great and useful content is the only real way to stand out – or you can keep spending more and more money promoting content with less and less effectiveness.  Go get ’em champ.

The reality is this: there has never been a better time to focus on content production and see a measurable result from it.

Build Your Brand “With a Little Help from Your Friends”

Author: Ted Rubin, CMO Photofy

Who doesn’t remember the old Beatles classic “With a Little Help from My Friends?” I can hear that tune and Ringo Star singing the lyrics in my head, can’t you?

“Oh, I get by with a little help from my friends.
Mmm, I get high with a little help from my friends.
Gonna try with a little help from my friends.”

While “getting high” doesn’t necessarily correlate to good business practices (guess it depends how you interpret), the other two lines certainly do—getting a little help from your friends. And there is a group of people in any organization who could be considered friends of your business, right? Those who know your business almost as well as you do. Your employees, of course! That’s why its very important to cultivate a business culture that encourages your employees to feel connected with your brand. They should feel so connected, in fact, that they want to, or easily be encouraged to, share about you to their friends and family. And not just in face-to-face conversations, but with online content. But how do we accomplish that?

In today’s digital environment, we already know that customer experience often turns into content, which can be a double-edged sword if that experience is less than exemplary. Because online customer-generated content is something we cannot control, it can be a bit scary. Sometimes so scary that we want to reign in what we CAN control—what our employees say about us online.

It’s All About Relationships

For years I’ve been talking about building advocacy with customers through better customer service, because it’s a natural thing to want to share our experiences. Why not make them great experiences? I’ve also talked about building employee advocacy by Empowering your Employees to Power your Brand. Forward thinking brands help their staff create safe, valuable, online profiles, help them build their own brands on social media, and don’t shut them out of social platforms on the job, but clarify their online policies so employees know what they should or shouldn’t share about their company. Whether we’re talking about customers or employees generating online content, the underpinnings are the same—build loyal, trusting relationships, right? However, it’s also important to share good tools for building that content.

Make it Easy for Them

You might have some employees who are good writers, and you can encourage them to contribute content to your blog (or their own). You might have some that are Twitter or Facebook or Instagram power-users (or even just casual users), and you can definitely encourage them to post interesting things about your company. For instance, you can have your marketing team craft informative or fun-fact posts about your brand, share your charity work or upcoming news items, etc., and encourage your employees to share those posts on their personal profiles if they like. Pre-creating content is a way to make social sharing easy. However, I think one of the BEST ways to empower your employees is to give them tools to be creative themselves.

Empower Creativity with Images

Just about anyone with a social profile likes to share images or videos they take on their phone, and people love to view them. Why not empower your employees to share this kind of content? One way to make it easy is to give them a tool like Photofy to create fun, interesting content from their phones that can be shared on any social profile. Another way to make it easy is to encourage creativity and reward it.

How about announcing a weekly themed image contest? Let’s say you have a new line coming up that will be released soon. Why not encourage employees to take photos or use stock images to come up with a social meme or a poster that exemplifies a word associated with that line? An app like Photofy can make it possible to create stunning images with text overlays, brand approved logos, etc., and makes it super-easy to do it on the fly (when inspiration comes)… Easy to create beautiful Branded Content in under 30 seconds… @PhotofyApp #Photofy

Have Fun Rewarding Participants

Encouragement can come in the form of a reward for employees who participate with something fun (do a survey of your staff to think up a list of appropriate rewards). Re-sharing the images they post on their social profiles, and/or creating an employee creativity gallery can also encourage involvement. Who doesn’t like to be recognized? Even something as simple as “crowning” a person as creative King or Queen for a day could be a fun way to develop an encouraging environment.

The Benefits Can be Exponential

The benefits of developing an employee advocacy program that encourages image content development and sharing can be far reaching. You know the benefits of consumer advocacy online—just think of how many more people you can reach with a little help from your employee friends. They know your company, they know your product, and they have social audiences that can extend your reach exponentially.

The power of image sharing is growing by leaps and bounds and is an easy way for employees to help you grow your brand. Give them a little help to get going, and they will help you back by creating content at scale, growing your brand’s perceived value and heightening SEO, all without breaking the bank! Building employee relationships that help you grow as a brand AND helps your employees feel connected and appreciated… that’s a win-win in my book. All you need is a little help from your friends!

Empower your Employees and they will Power your Brand… ROE, Return on Employees.  

Unlock #AllThePhotofy is Coming Soon!

You asked…We answered…(Or is it we asked, you answered?)

If you want to build a great business, you spend a bunch of time asking your customers how you’re doing, finding out what they like, what you can do better and making it so. We recently sent out an in-app survey to Photofy Users with a couple of simple questions.

  1. Would you recommend us to a friend?
  2. What features would you like to see added to Photofy to make it better?

We were really excited to learn that 9 out of 10 respondents said that they would totally recommend us to their friends! Whoop Whoop! This measure is known as Net Promoter Score and is commonly cited as one of the most accurate predictors of a healthy brand. Yay, we have that going for us!

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We received some excellent product feedback, and want to let you know, we ARE listening and we’re going to work hard to improve our app! Our mission is to help make beautiful content in less than 30 seconds and every day, we are committed to being laser-focused delivering on that goal.

Some of your top requests:
  1. Unlock All The Things!
  2. Ability to adjust the thickness of the collage frames
  3. More Stickers
  4. More Fonts
  5. Freestyle Layouts/Freehand Collages

Since our top suggestion was to offer an option to pay to unlock ALL of Photofy. Not just a few features or packages here or there, but EVERYTHING… We wanted to let you know that we hear you loud and clear!

Beginning next week, you will be able to subscribe to the new #AllThePhotofy package, for only $9.99 per month.  This will unlock every designer pack, every background, every filter, every paid package, every template, every border, remove watermarks, enable uploading your own logos – everything.

We are SO excited to be able to offer this new and improved subscription to all of our customers, and to continue working to address each request and idea that all of you have for us to improve Photofy!

Seriously, Photofyers – thank you. We literally wouldn’t be here without you.   But we really appreciate all of the love you show us and all the feedback you have given us.  

Feel free to send us feedback at support@photofy.com and let us know what you think!

Photofy and SIGGPAY Partner Up to Enhance Influencer Marketing

SIGGPAY is a quickly growing Nano Influencer Marketing Company that is giving everyday people the chance to monetize their social media accounts. They’re not looking for the influencers with millions of followers. They want the smaller numbers. The influencers that speak to their followers, not speak at them. Their goal is to build on the influencers that already have the trust of their community and leverage that trust to market local products and services.

Influencers sign up for SIGGPAY, and can choose from a selection of campaigns, and then “compete” for points based on their engagement and location of their social media points using check-ins and shares across the various social apps.

SIGGPAY recognized their users’ desire to create beautiful, branded images for their campaigns, and a partnership with Photofy was formed. Together with Photofy, SIGGPAY Influencers will be able to easily create professional, marketable images that will stand out among the “crowds” of other posts.

 

We are very excited with this partnership and are looking forward to working with SIGGPAY and their influencers!

Back to School Sale in the Photofy Marketplace

Are you asking yourself “Where did the Summer go?” We are doing the same thing! It’s hard to believe that school is already back in session in many places. We know you love to share the experiences of back to school shopping, and most importantly, those those first day of school photos. We do too! Back to school should be fun, and we want to help you make it so!

For a limited time only, Photofy is offering packages with awesome, fun Back to School themed artwork for half price in our Photofy Marketplace! Just tap on the Market icon in the top right corner of your main screen, and look for the “SALE PACKAGES” tab!

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Show off those photos in style with Photofy! These sale prices and August 31st! So get them before it’s too late!

We’re Celebrating Prime Day Too

In all the excitement and craziness of Amazon’s Prime Day, we wanted to make sure our awesome Photofy customers didn’t miss out on our special deals!

Have you been wanting to try out some new effects on Photofy? Now’s your chance to check them out at a super low price!

The following in-app purchases are now just 99¢ for today and tomorrow (July 16/17) only! Don’t miss out!

  • The Photofy Premium Pack-  Unlock over 3700 elements to embellish any image!
  • Light FX Pack- Unlock 27 light leak effects to add to your photos, plus the easy to use Light FX viewer!
  • Watermark Removal- Remove our Photofy watermark from all of your creations forever!
  • Enthusiast Filter Pack- Enhance your photos with 20 filters plus our easy to use filter viewer!

Head over to the Photofy Marketplace on your app and grab these deals while they’re hot!