Shoo Social Media Social media marketing, specialists in Facebook Advertising Tue, 21 Jan 2020 18:02:55 +0000 en-GB hourly 1 Shoo Social Media 32 32 Here’s why Facebook advertising is a crucial B2B marketing strategy Fri, 17 Jan 2020 13:41:59 +0000 The post Here’s why Facebook advertising is a crucial B2B marketing strategy appeared first on Shoo Social Media.


Here’s why Facebook advertising is a crucial B2B marketing strategy

Facebook advertising is traditionally thought of as the domain of B2C marketers. Using seemingly organic social media content, they can nestle their message into users’ feeds offering discounts, promotions and retargeted messages. Previously, these techniques were sniffed at in B2B marketing circles – however, this attitude is rapidly becoming a thing of the past. Now, Facebooks Ads have serious value for the B2B segment, enabling them to dramatically increase awareness and reach out to key players in their industry. Below, we run through why Facebook advertising should form an integral part of your B2B marketing strategy.

1. Build your database and reach even more potential clients

It’s unlikely that every single lead you have in your database has liked your company’s Facebook page. However, this doesn’t mean you can’t target them with Facebook ads. Equally, you might not have people who’ve liked your Facebook page in your database. Thanks to Facebook’s nifty Custom Audiences tool, you can cross-reference both lists and reach out to every potential lead. This is because most people use the same email address for all their social media profiles. With Facebook advertising, you can upload your email database and target associated accounts. Depending on your strategy, you can drill down deeper into the demographics of your Facebook audience and send them targeted content depending on their profile. Plus, if your goal is to reach more followers, you can use your database to ensure that you’re not sending ads to existing leads.

2. Generate more leads and incentivise current prospects

Incentives are common in the B2C space, but this strategy is gaining a lot of traction in B2B markets. That said, the best B2B marketing strategies are less heavy-handed than traditional B2C promotional messages. Instead, B2B marketers are using inbound techniques and Facebook advertising to incredible effect. For instance, marketers are using the educational quality of Facebook posts to encourage users to visit their website. The post might advertise an upcoming webinar or blog post, encouraging users to their website through curiosity rather than a hard sell. Here, you can gather their precious personal information and use this to guide them down the sales funnel.

3. Zoom-in on B2B work categories

Most marketers are aware of Facebook’s demographics capabilities – but did you know that you can also target people depending on their employment history? Many users list jobs as ‘major life events’ on their profile, which is incredibly useful for reaching out to new sales leads. For instance, these new tools allow you to match employees with target organisations, sectors and even geographical locations. Furthermore, you can also target people according to their job title or even send laser-focused, time-sensitive promotions to people who’ve just announced their new job on Facebook.

4. Retarget sales leads

A key capability of Facebook ads is retargeting. Many customers will visit your website, browse product pages or services information, but leave without getting in touch. With Facebook advertising, you can gently encourage prospects back to your site. This is possible with the Custom Audiences tool; using this feature, you can target users that visited a specific URL, leading them back to a product page or CTA link.

5. Why Facebooking advertising will get you more bang for your buck

Finally, we’ll leave you with some interesting statistics about how Facebook advertising compares to Google Ads, a strategy that is more common in the B2B space. Although Google Ads ensures users are actively searching for the product or service, in fact, Facebook ads have a higher conversion rate –  9.21% vs. 3.75% on Google. This is almost triple the conversion rate of Google, which is substantial considering that Facebook ads are nearly half the price of Google Ads. Plus, Facebook offers far richer content, allowing you to share videos, photos and stories.

Facebook advertising is significantly expanding the possibilities in the B2B segment. Now, B2B marketers can share a wealth of interesting, compelling content with potential sales leads, as well as reaching many more new prospects. By exploring the Custom Audiences tool, you can find numerous new ways to reach prospects, grow your database and tempt potential customers back to your website.




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10 Steps to Creating an Awesome Social Media Strategy in 2020. Tue, 07 Jan 2020 14:51:19 +0000 The post 10 Steps to Creating an Awesome Social Media Strategy in 2020. appeared first on Shoo Social Media.


10 Steps to Creating an Awesome Social Media Strategy in 2020.

2020 has arrived, and within the new decade social media is going to change as we’ve never seen it before – make sure you and your company are keeping up-to-date with all the new trends and create an epic social media strategy that will see you get results.

Why you should have a strategy:

Before you start to read how you can create your strategy, here’s why you should have one:

  • To save time
  • To ensure your goals are being completed
  • To target your audience more effectively
  • To stay ahead of the competition
  • Create better, more organized content
  • Create an organic presence online and thus in the real world.

To see success and results, you need to keep up-to-date with what’s going on in the world of social media and marketing, trends are emerging daily and things are quick to be left behind, make sure your company’s social media marketing isn’t going to be left in 2019 and ensure it’s the best it can be in 2020.

Creating your strategy

It’s important to have a good, solid strategy as in the long run it will help your business progress and succeed. There are 10 steps you can follow to ensure you have the best strategy you can.

1. SMART goals

Create SMART goals. Specific, measurable, attainable, relevant and time-bound goals that will help guide your success.

2. Learn about your audience

Learn about your audience. There’s no point creating and posting content that won’t interest your viewers – instead do your research. Learn what sort of content they follow and enjoy and use this to create social pages tailored to them.

3. Gather data

Gather data. Find out what the best time to post is, what’s getting the best results, what platforms your customers use most, what platforms work best for your business, what content works and what content doesn’t. It’s better to trial different content and copywriting which will allow you to see what’s successful. This data will allow you to refine your strategy and strategically advertise.

4. Research

Research trends and competition. See what works for other similar companies and general social media users with a large following; see what platforms have new features (e.g Instagram Stories), and how to use them to your advantage. It’s all about keeping up-to-date.

5. Audits 

Conduct an audit. Reflect on what you have already achieved and in order to carry on, ask yourself what’s already worked for your campaigns? Who is connecting with you online? What is your social media presence like compared to others? What platforms do your users engage with? You can then create an audit which allows you to look at aspects such as KPI’s, audience demographics and content.

6. Update your profiles 

Set-up/update your online profiles. It’s important that customers can go online, find your website/social media and get a feel for what you’re like and get in contact with you. It’s also important to keep them frequently updated. Use your contact details, location and key-words that will attract your key audiences.

7. Inspiration 

Find some inspiration. There’s nothing wrong with taking some inspo from similar brands, see their type of content and what seems to get more responses, look at case studies on their websites, successful campaigns and how they present themselves online.

8. Social Calendars 

Create a social media calendar. Use it to keep up-to-date with scheduling content and what important days are coming up that can be posted about such as National Awareness Days and Holidays.

9. Put it to the test 

Test, evaluate and update. Your strategy may not exactly be perfect first-time, trial it and see if it gets any results, if not then go back to the drawing board and change it up and try again.

10. Good things take time 

Be patient. You won’t see changes straight away, it could take weeks or months for changes to happen – but if you keep to a solid plan and work at it then you’ll get the results you and your company need.

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2020, The Year For Smashing Your Goals. Tue, 07 Jan 2020 14:18:13 +0000 The post 2020, The Year For Smashing Your Goals. appeared first on Shoo Social Media.


2020. The Year For Successfully Smashing Your Goals.

2019 has gone, and we’re now at the start of a new decade. Make sure you get the most out of your new year by reading this blog on how to set some goals, stay motivated throughout, and accomplish them by the time the year is over.


Figuring out what your goals are:

To figure out how to get what you want, you must first decide what you want. A new marketing strategy? An increase in followers? A new look? More profit or leads? You need to gather your colleagues and create your new 2020 plan.


Setting your New Year’s plan:

How to set this plan? Decide upon your end goal(s) – and be realistic with it. What can your company achieve within the year based on budget and capability? Once you’ve decided on your goals, set monthly achievements. Whether that be more leads per month, a new profit target, more website traffic, more sales, you should set up a monthly calendar that will help you achieve these monthly goals which in turn help you achieve your bigger overall 2020 goal.

These goals should be measurable, one method that is used within businesses is a SMART goal. Ensure your goals are Specific, Measurable, Attainable, Relevant and Time-bounded. These are easier to complete than large, vague goals that are difficult to achieve over one year.

When setting goals, you need to decide exactly what it is you want and how you’ll achieve it:

  • What do you want to achieve?
  • When do you want to achieve it?
  • Is it relevant to the company?
  • Is it realistic?
  • What do you want to acquire?


Keeping organized:

A way to keep your goals going and attainable is to keep organized. Have weekly meetings with colleagues/leads to keep up-to-date with progress, any issues that may have arisen, and any questions that need answering.


Achieving goals is a process of trial and error; some methods may not work, however, some may do wonders, it’s all about finding out what’s best for your business and overall outcome.




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Fashion Fiesta Leeds Thu, 03 Oct 2019 13:53:32 +0000 The post Fashion Fiesta Leeds appeared first on Shoo Social Media.


Fashion Fiesta is back for 2019

Yorkshire’s top fashion fundraising event, Fashion Fiesta 2019 is returning to the catwalk. Fashion Fiesta was founded in 2015 by the director at Shoo Social Media, Rachel Hatfield. In 2015, the show took place in Bradford, acting as a fundraiser for Action in the Community. That first show featured 6 designers, 15 models and 6 make up artists. The reach of the project has since grown, increasing the amount of money raised and the number of aspiring designers assisted.

Last year, Fashion Fiesta raised £3500 for PEER Support, supporting those affected by cyberbullying, and Simon on the Street, a Yorkshire-based charity focusing on helping the homeless. This year, we intend to do even more.

Founder Rachel Hatfield said: “We are beyond excited for this year’s show. We have more designers, more models, more make up artists than the years previous and two fantastic charities in which we intend to give all the help we can. We hope as many people support the event and ensure it is a fantastic evening.”

The 2019 event will be the fifth in a long line of successful shows and will be held on Thursday 28th November at the Crowne Plaza Hotel in Leeds. Budding fashion designers will once again return to battle it out in front of a panel of carefully selected judges, who will be assessing their work based on five criteria: originality, concept, craftsmanship, commercial awareness and sustainability.

This year’s judges currently include Angela Riches, owner/editor of H&N Magazine; personal stylist, Anna Mewes; and Director of Operations at Klaxon Technologies, Sarah Tulip.

Awards will be given to the first place and running up for three categories: Designer, Model, and Makeup Artist. They will also receive industry recognition for their outstanding work. This year’s prizes are a featured spread in H&N Magazine as well as the World Textile Information Network’s international trade magazine, Twist.

All funds raised will be given to the Teenage Cancer Trust and Ryanrides, with a target of £5000.

The Teenage Cancer Trust supports young people with cancer by funding expert treatment and support services, to ensure that each person gets the help they need through a truly difficult change in their life from “the moment they hear the word ‘cancer'”.

RyanRides has Ryan Anderton from Keighley, West Yorkshire, cycling to raise money for various charities. In July 2019, Ryan used the hashtag #RyanRidesAcrossEurope to raise awareness of Mental Health and Suicide Prevention and cycled 4200 miles from Nordkapp in Norway to Tarifa in Gibraltar.

Tickets are available from the newly launched and on Early bird tickets are available from August 15th with general tables on sales from September 15th.

There are also spaces for sponsors still available until October 31st. This is a fantastic opportunity for businesses to network, before and after the show, as well as a brilliant idea for a company’s Christmas party. Here, you can mingle with your colleagues and industry experts while enjoying an incredible show.

Chris Morris, sponsorship director at Fashion Fiesta, who assisted in the founding of the company back in 2015, commented: “We look forward to bringing awareness of these amazing charities and the good work they do, as well as helping some new extraordinary talents reach their potential.”

For more information, please contact: Rachel Hatfield, Shoo Social Media by phone: 01943 430245 or email:



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Instagram advertising Wed, 02 Oct 2019 15:17:44 +0000 The post Instagram advertising appeared first on Shoo Social Media.


A brief guide to Instagram advertising

With over one billion people using Instagram every month, the social media site has become fertile ground for companies to advertise their wares. If you’re interested in using Instagram advertising to promote your brand but are unsure where to start, we’ve put together a quick guide to help you navigate the site:

What exactly are Instagram ads?

Instagram is similar to Facebook advertising in that it uses people’s profile information to directly target audiences. In fact, Instagram first started to offer advertising services following its purchase by Facebook and is integrated with a programme called Facebook Ad Manager. In this way, Instagram has access to a huge pool of potential customers and has phenomenal powers to reach specific audiences.

How much can I expect to pay?

Like all forms of pay-per-click advertising, the cost of Instagram ads can vary widely. Generally speaking, however, you can expect to pay between $0.70 – $0.80 (£0.56 – £0.64) per click.

Of course, this figure could amount to more or less depending on factors such as the kinds of demographics you wish to target.

The different types of Instagram ad

Instagram allows businesses to choose from five different ad formats including carousel ads, video ads, photo ads, story ads, and collection ads. Each of these types of ad fit seamlessly into user feeds and include different types of call-to-action.

Photo and video ads are amongst the most popular and allow businesses to show off goods and services in a photo or video format. Carousel ads allow users to flick through a number of photos, whilst story ads are full-screen advertisements that show up between users’ stories. Collection ads are a relatively recent addition to the site and allow users to purchase items directly from the advert.

Choosing the best ad format for you

The type of format you should opt for depends on your goals. If you want to increase sales, for example, collection ads may be a good option. If you’re only looking to boost brand awareness, however, a video or photo ad may be more appropriate. A carousel ad, meanwhile, will allow you to show off a wide range of products.

How to start advertising on Instagram

You can start advertising on Instagram either through Facebook Ads Manager or directly through Instagram. For more information on using Facebook, take a look at this helpful guide. To advertise directly through Instagram, you will need to set up a business profile with the platform and start promoting posts.

Hints and tips

Get to know your audience 

Once you have set up your profile, you can start experimenting with the platform’s targeting options. In this way, it is important to get to know your audience. Think about the kinds of demographics your products or services appeal to. You could even do a few surveys.

Use hashtags

Hashtags are a great way to boost engagement on your posts.

Update your ads regularly

Users love fresh content and this will help to keep your brand relevant.

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Equestrian World and Social Media Marketing Tue, 17 Sep 2019 16:10:01 +0000 The post Equestrian World and Social Media Marketing appeared first on Shoo Social Media.


Equestrian and Digital Marketing: A Stable relationship?


The equine industry has long been lucrative, but perhaps, an underrepresented one. In the eyes of the nation, a horse is a symbol of majesty and beauty. For some, childhood riding lessons provide family time and enjoyable pastime, for others, horse racing provides an outlet for those inclined to gamble. But what after this?

Over five million people visit the fifty-nine racecourses in Britain a year. The horse industry’s gross output is estimated at 3.4billion and includes equestrian businesses such as tack/feed shops, livery yards, riding schools and many more. The latter, bringing in over 500 million annually in horse riding lessons.

But, when equine sports and welfare are frequently omitted from school curriculum, how do new people enter the industry and help it grow? Well, it would seem the answer is Digital Marketing. There was a time when the horse industry functioned through hearsay, but now, increased connectivity in the digital age has made communication within whatever industry, immeasurably easier. With the power of social media and digital channels such as youtube, the equestrian world is now more visible than ever. In the last ten years, the world of PR and digital marketing has seen a huge increase in specialist marketing teams that target the equestrian world. The social and digital platforms are the perfect place to get your equine business heard, and with increased reach and visibility, attracts new talent, new investors, new opportunity to the equine world.

Horses welcome so much more business that horse racing and horse riding lessons, horse therapies help those with disabilities to learn and grow, and equestrian related products, from fashion and accessories for the rider or the horse itself provide a host of products for the consumer to buy. While the equestrian world may have been a niche one for a while, it’s clear it is moving into the mainstream world, with global fashion houses like Gucci and Ralph Lauren, lending inspiration from the equine world to sell to the masses.

In conversation with local Leeds based horse trainer and competitor, it was revealed that Facebook is the primary platform for horse riders and competitors, online communities bring together like minded horse trainers and competitors to organise local competitions primarily in the winter, when affiliated horse competitions do not run. Riding lessons, horse breeders, business owners and farriers can come together to generate business, community and the transmission of skills through learning and events.

Whether your business is selling or training horses, offering lessons, learning therapies or accessories, it’s clear that your key to saddling the world of equine and business is digital marketing.

Photography courtesy of Charles Waller – Equestrian Photographer


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Work experience with Shoo Social Media Tue, 17 Sep 2019 15:39:24 +0000 The post Work experience with Shoo Social Media appeared first on Shoo Social Media.


Work experience with Shoo Social Media.

Guest blog by Nazia Hussain

I’ve recently graduated from Leeds Beckett University, with a degree in BA Fine (Hons) Art. I managed to become an intern at Shoo by attending one of the spotlight on events (Digital Marketing) where there was a panel made up of 3 business owners, and employees who worked in the digital marketing. After listening to the speakers talk and the audience asking questions, I had decided I wanted to work with Rachel from Shoo social media, so after the talk had finished, I approached Rachel and inquired about work experience. I received a business card and was required to send a copy of my CV over. Rachel then invited me to the office for an informal chat about myself and what I wanted to gain from this placement.


My role at Shoo Social Media

At shoo social media, my role as a graphic designer includes responsibilities such as managing Shoo’s Instagram account, posting regular content and creating the graphics for the social media posts. I also design graphics for our LinkedIn, Twitter and Facebook pages too. Recently, I have also had the opportunity to design some graphics for one of Shoo’s clients. This has developed my graphic design skills and advanced my portfolio as this is the first time, I have had the opportunity to work independently on a project in which my work will be used to assist a business in a real-life situation.


Why I love being an intern at Shoo Social Media

I have had the opportunity to get involved with a variety of corporate and charity events such as Digital U and Fashion Fiesta. Therefore, I have had the experience of working in a team, whilst developing my graphic design skills, Furthermore, working at Shoo I have had the opportunity to work alongside other graphic designers, as well as writers and the events management team. By having different strengths and abilities, the team works well towards completing tasks as our competencies work well with each other.

During my time at Shoo, I have learned more than I could have imagined and that’s down to being able to work independently and having a hands-on approach. I have developed my skills by making mistakes and learning from them, and this has helped me uncover my strengths and weaknesses. Throughout my time at Shoo I have learned how to time manage and create content which is consistent with branding. I have also learned how to use Social Pilot and different editing software like Snappa, Designer, Canva and Story Art.

Not only have I had a hands-on approach in the office but also outside of the office too. I have been involved in the running of corporate events such as Digitial U. Throughout the event, I captured the Social Media content for Shoo’s Instagram account, networked with local business owners. The day was a great insight into how Digital helps businesses grow; I got to listen to some key speakers and got some tips on the do’s and don’ts of graphic design.

My advice to anyone who is currently attending university or has recently graduated would be to take an internship. If you want to work in a specific industry, then an internship will enable you to develop your skills and make connections that could even help you get your first graduate job.


Headshot by Capricorn Photography 




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About your business goals – Survey Wed, 14 Aug 2019 14:13:25 +0000 The post About your business goals – Survey appeared first on Shoo Social Media.


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Companies owned by Facebook. Inc Thu, 08 Aug 2019 13:34:10 +0000 The post Companies owned by Facebook. Inc appeared first on Shoo Social Media.


Companies owned by Facebook Inc.

Facebook Inc. the social networking website was started by Mark Zuckerburg in 2004 and since then has evolved into a distinguished social media platform. As one of the most pervasive and ubiquitous companies around the world, Facebook consistently generates headlines with its recent mergers and acquisitions of other social media platforms such as Instagram, Whatsapp, and Messenger. 


Facebook purchased Instagram for one billion dollars in 2012. Instagram has recently been estimated to be worth one hundred billion dollars, however when Facebook purchased Instagram in 2012 it was not generating revenue. Instagram is a social media photo and video sharing social media platforms which has mainly generated its wealth through on-platforms advertisements, therefore its is not an exaggeration to say that the purchase of Instagram has transformed Facebook. It is estimated that Instagram generates more advertising revenue than its parent company, with some indicators suggesting that the company generates over eight billion dollars in revenue per year. Furthermore, Instagram has helped Facebook to shift its user base from the original web browser service to an app-based service, which has also coincided with the dramatic growth in the overall number of Instagram app users. 


Founded in 2009, WhatsApp is a messaging and calling service and was designed as a low-cost alternative to SMS services. WhatsApp allows users to message and call other users of the app at no cost, regardless of location around the globe. Facebook acquired WhatsApp for a reported nineteen billion dollars in 2014 and as of 2018, WhatsApp had surpassed Instagram’s user base, with around two billion active users. 


Launched by Facebook in 2011, Messenger is an instant messaging service and can do a great deal more than send texts. Although Messenger is owned and operated by Facebook, the app and website are separate from Facebook therefore, you don’t have to have a Facebook account, to use Messenger. While the two are partially connected when you have a Facebook account, you are not required to have one to use Messenger. At its core, Messenger is a texting app for both one-on-one and group messaging, however it also has a wide range of useful features such as typing indicator and video calling. 

Facebook Advertising 

Facebook is by far one of the most popular social media platforms and has developed beyond solely being social networking tool. Facebook and the company’s it owns are now widely used by businesses for strategic marketing campaigns, as a means to reach their desired target audience. Facebook paid advertising is becoming an important part of social media advertising and is much more cost effective than Google ad campaigns, particularly in a digital age when traditional advertising is evolving. Using Facebook ads, businesses can reach people in their social environment during their social activities and Facebook ads enable social recommendation through likes and comments. Users Location, gender, age, education etc. are highly targeted, therefore Facebook ads are personalised and micro targeted.

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How do you get sales leads from Facebook? Thu, 08 Aug 2019 13:09:56 +0000 The post How do you get sales leads from Facebook? appeared first on Shoo Social Media.


How do you get sales leads from Facebook

Setting up a business can be a laborious task – and it’s naturally incredibly frustrating when your hard work doesn’t allow for the results you were expecting.

You’re a new business owner and you’ve set up your website – you’ve spent the entirety of your budget on the website itself after being told it was a sure-fire way of ensuring that you received return on your investment. This has not been the case and you’re flat out of ideas over what to do next. Understanding reliable and responsive marketing techniques is key to success as far as business is concerned and for newly formed businesses, regardless of their purpose, understanding the Purchase Funnel Marketing Strategy is a good way to get started.

Understanding the sales funnel

Imagine your brand or business is a funnel, with the small side pointing down. In order for your return on income to trickle through the tunnel and into your profit books, there are certain things you have to take into consideration and instigate to encourage success. Sales leads won’t come out of nowhere, after all. The largest part of your funnel, the part at the top where you put in all the information, should be your brand awareness. People aren’t going to buy from you or use your services if they have never heard of you – getting your name out there can be done in a plethora of ways – more recently there has been an enormous rise in the amount of people utilising Facebook and Facebook ads to promote their business. Such a campaign allows you the freedom to guarantee a certain amount of exposure for exactly the amount of money you wish to spend. You are able to actively target the customers that your business will interest in a cost-effective way.

As interest begins to grow, you are able to further target specific groups of people with your Facebook advertising campaigns – using features on the advertising platform such as a Facebook Pixel are good ways of ensuring that your potential customers see the best side of you and what your brand has to offer. A Facebook Pixel is a piece of code that you place on your website, giving you insight into the type of customers that go on the page itself. It allows you to target these customers more specifically and effectively, giving you scope to improve your business and see those profits coming through the sales funnel.

Take advantage of lead forms

Taking advantage of another Facebook feature in the form of a lead form is a great way of ensuring that your current and future customers are getting everything they want from you and your business. The form allows you to extract information about your customers, such as their names and contact information. It also gives you the opportunity to ask your customers any questions that you might want to find out the answer to. The possibilities for growth using marketing campaigns are large – take advantage of them in the best way you can. Enhance your knowledge and grow as a brand, and then tackle those customers and profit margins head-on.

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