For small business owners, the complex ecosystem of social media advertising can be difficult to navigate. For every success story — and there are plenty — there are hundreds, if not thousands, of small business frustrated by their attempts to attract customers through Facebook, Twitter, Tumblr, Foursquare, Pinterest, etc.
The problem, fundamentally, is that small businesses are on social media because they feel that they should be — not because it fits into some larger strategy. They’ve heard about the small businesses that have radically enlarged themselves through those networks, as if by magic — that magic being, in fact, the execution of very smart strategies.
Before you pour further resources into a Facebook page or a Twitter account, it’s worth laying out the factors — in marketing terms, the key performance indicators (KPIs) — that determine the success or failure of your business. Are word-of-mouth and customer advocacy essential to your customer acquisition strategy? Perhaps it’s worth looking at social media to amplify those messages. Likewise, if you find that your Facebook fans spend more and more often than non-Facebook fans, it may be worth investing in ads that will help you boost your fan count.
Here, we’ve outlined the ad products offered by the two most popular social networks: Facebook and Twitter. Perhaps in reading about them, you’ll find matches with your business’ list of KPIs. In that case, you may want to set aside a budget to test them against the marketing investments you’re already making. After all, you’ll never know what works until you try.
Facebook ads used to be extremely complex, but thanks to a recent overhaul, they’re much simpler to purchase these days.
Your first task is to identify your marketing objective. Do you want Facebook users to buy something on your site? You should optimize for website conversions. If you simply want more Likes on your Facebook page — knowing that Facebook fans tend to be valuable customers in the long run — then optimizing for page Likes is the way to go. You can also optimize for website clicks, post engagement, app installs, app engagement, Offer claims and RSVPs to a Facebook event.
Once an objective has been identified, Facebook will guide you to the most appropriate ad type. It’s up to you to choose where that ad appears — in the News Feed, for example, or alongside it. Facebook will help you figure out where your ad is likely to perform best. You’ll also need to choose a headline, image (you can upload up to five on rotation) and text for your ad. Facebook recommends copy be “succinct, friendly and conversational.”
Once you’ve chosen your ad, you’ll need to decide who sees it. You can target people by location, age, gender, interest, relationship status, language, education and even workplace. You can also opt to target only people who are or are not already connected to your page or app, or the friends of people who already like said page or app. This kind of targeting is unique to Facebook, and should be thought out carefully. A restaurant, for example, may want to advertise a group happy hour special to employees of nearby businesses that tend to go out together after-hours.
Lastly, there’s the budget. You can allot a daily or lifetime budget, the former of which will allow you to space out your ads over a broader timeframe. You can also decide how you want to pay: You can either pay for specific actions (such as Likes or website purchases), or per thousand impressions. Facebook will help you choose the best one. Pricing varies according to the competition in the demographic you’re targeting.
Once you’ve set up your campaign, you’ll want to track its progress through Facebook’s analytics dashboard. Pretty quickly, you’ll be able to see which ads and images are performing the best — and can modify your spending accordingly.
Head over to Facebook’s advertising center to get started.
Twitter’s ad suite is much more simple. It’s divided into two categories: Promoted Tweets and Promoted Accounts. (A third ad product, Promoted Trends, isn’t available to small businesses.)
Promoted Tweets are ideal when you want to advertise a specific message, or product. If your goal is new followers, promoting your account is the most efficient method, as you’ll pay only when you add new followers. It’s worth testing whether promoting a specific message, or having more followers (who may then see multiple messages), is more profitable for your business over time.
You can opt for two kinds of targeting. The first is by keyword, which will allow you to target those who search, tweet about or otherwise engage with a specific term. You can also target by interests and followers, reaching people who fall into certain broad interest categories (like board games or college basketball) or who follow specific accounts — a skin care brand might want to target users who follow accounts that tweet about beauty and anti-aging advice. You can also limit your targeting to certain devices, like BlackBerry, and by gender.
Once you’ve set that all up, you can set lifetime and daily maximum budgets for your campaign. If you’re running a Promoted Tweet campaign, you set the amount you’re willing to pay every time someone retweets, replies, favorites, follows or clicks on your tweet. (Twitter recommends bidding somewhere in the $1.50 to $2.20 per engagement range.) For Promoted Account campaigns, you pay per follower — Twitter recommends bidding in the $2.50 to $3.50 range.
Beyond Facebook and Twitter
While small business participation on Twitter, and especially Facebook, is high, companies may find that other networks (and their ad products) are a better strategic fit. Pinterest, for example, has become essential to women’s lifestyle publishers, accounting for as much as 10% of their monthly referral traffic. Tumblr and LinkedIn may also be worth exploring, depending on your target customer demographic and other needs.
To repeat our earlier mantra: You’ll never know what works until you try. What you may discover is that social networks and their ad products don’t yet provide the kinds of returns that ad products from Google and elsewhere can — and that’s okay, too.
Equity Bank Uganda targets Ugandans in the Diaspora
By Our Reporter
Equity Bank Uganda will be showcasing feasible investment and banking opportunities for diaspora customers back home at this year’s Uganda North America Convention being held at the Hyatt Regency in Chicago, from August 29 to September 1, 2019.
A delegation led by the Bank’s Executive Director, Anthony Kituuka will be attending the Trade and Investment Forum, the Networking Mixer and Miss Uganda North America Beauty Pageant from Thursday August 29 to Friday, August 30. They will be sharing more information on diaspora savings, loans and money remittance facilities for Ugandans working globally but are interested in investing and banking in Uganda.
Speaking about the event, Mr. Kituuka said, “It is now very convenient for Ugandans working in the diaspora to run bank accounts back home. As one of the banks handling large inflows of diaspora remittances, we recognize that our customers residing in foreign countries require convenience when they want to transact back home. Our Diaspora banking services have all the features you need to manage your finances while working abroad,” he added.
The e-banking system allows Ugandans living in the diaspora to make money transfers through SWIFT services and thirteen money transfer solutions across the globe. The Bank also offers 24/7 banking support via online banking (EazzyNet), mobile banking (EazzyBanking App) as well as access to financing formortgages, land purchase and equity release facilities.
“We have taken appropriate security measures to ensure that account opening, transfer processes and management of bank accounts is seamless, “said Mr.Kituuka.
Equity Group has banking subsidiaries inUganda, Kenya, Tanzania, South Sudan, DRC and Rwanda. Equity Group recently signed a preliminary agreement with Atlas Mara Limited that will see the Bank’s entry into Zambia and Mozambique. Most recently, it set up a Commercial Representative Office in Addis Ababa, Ethiopia.
The World Bank and Bank of Uganda reports say Ugandan citizens in the diaspora have been sending home over a billion dollars over the last three years. In 2017, Ugandans in the diaspora sent home US $1.4 billion though that figure fell slightly to US$ 1.312 billion in 2018.
The theme for this year’s convention is Cultural Diversity and Economic Empowerment: Building a Stronger Diaspora Community while Miss Uganda North America is running under Empowering Young Women to Lead.
The MultiChoice Talent Factory announces MTF Academy Class of 2019
By Staff Writer
MultiChoice Africa is thrilled to announce that the final students for the MultiChoice Talent Factory (MTF) Academy Class of 2019 have been chosen. After a two-month long rigorous selection process across 13 African countries, 60 aspiring filmmakers representing East Africa, Southern Africa and West Africa will begin their 12-month training programme at the MTF Academies in Nairobi, Lusaka & Lagos in October this year.
The final candidates were selected after a rigorous interview and adjudication process by film and television experts, as well as regional Academy Directors Njoki Muhoho (East Africa), Berry Lwando (Southern Africa) and Femi Odugbemi (West Africa). Launched in May 2018 as part of MultiChoice Africa’s ground-breaking corporate shared value (CSV) initiative, the MTF Academy is a 12-month fully-funded training programme aimed at upskilling the next generation of passionate young film creatives. As the first touchpoint of the shared-value initiative, the academy’s curriculum was tailored alongside MultiChoice Africa partner institutions Pan-Atlantic University in Lekki, Kenyatta University in Nairobi, and the University of Zambia in Lusaka, which will respectively confer the course qualification upon completion of the academy programme.
In addition, The Henley Business School offers an orientation intervention to the students at the beginning and end of the 12-month programme. The appetite for training opportunities across Africa is massive within the creative film and TV industry, according to MultiChoice Talent Factory Director Cheryl Uys-Allie, which is exactly why the MTF Academy programme was launched.“As one of the few industry players that not only tell African stories but also invest in them, the need for a dynamic training programme such as the MTF Academy has been a long time coming. As MultiChoice Africa, we always ask ourselves: what’s next in the industry, and how can we better prepare for it? The MTF Academy was the answer to that question: By giving young Africans the chance to hone their television and film production skills,” says Uys-Allie.The Class of 2019 is hot on the heels of the inaugural Class of 2018, who are ready to graduate and have their first films screened on M-Net channels and Showmax.
This year’s class will reap the additional rewards of -new partnerships between the MTF Academy and Jasco Broadcast Solutions as well as Nihilent with its connection to Bollywood, as well as existing partnerships with the New York Film Academy College of Visual & Performing Arts (NYFA), DOLBY Institute and Universal Music Nigeria (UMG). As part of their curriculum, the 2019 candidates will also be exposed to the MTF Masterclasses, aimed at upskilling industry professionals and emerging creatives alike by offering exclusive access to practical, expert-led industry skills workshops across the 13 participating countries. Here’s to another year of investing directly in Africa’s dynamic storytelling spirit through the MTF Academy!
Supa Sigiri’s Relieve Households In Uganda Of Annual Excessive Charcoal Expenses
By Staff Writer
The Government of Uganda through the Uganda Clean Cooking Supply Chain Expansion Project, a Government of Uganda project, implemented by Private Sector Foundation Uganda (PSFU) is encouraging the public to use improved cook stoves dubbed ‘Supa Sigiris’ designed to use less charcoal, emit less smoke and cook faster than the ordinary cooking stoves found in most homes. Currently, Supa Sigiri’s can relieve their users of at least 360,000Ushs worth of annual charcoal expenses.
According to the 2016/2017 Uganda National Household Survey, almost every household in the country either uses charcoal or firewood for cooking, revealing that the dependency on firewood as a source of energy is straining the environment locally, regionally and globally. Ordinary Sigiri’s emit large amounts of black carbon which in the long run contribute to global warming.
The collective benefits of using any of the Supa Sigiri types are;
- Supa Sigiris use less charcoal,
- Supa Sigiris cooking time is greatly reduced thus making them a faster means of meal preparation,
- Supa Sigiris emit less smoke, and therefore reduce the risk of health issues household members may face in association with smoke fumes released within the home,
- Supa Sigiris also ensure a cleaner and safer environment generally in the home because of their unique design.
Speaking on the sidelines of the Capital FM Cook off with Supa Sigiri held last Friday, 23rd August 2019, Michael Oboth Sales Personnel for the Envirofit and Ecozoom cook stoves explained that the Envirofit and Ecozoom are a product of a World Bank research to combat climatic change which has become a global concern. ‘Both Envirofit and Ecozoom cook stoves save consumption rate of fuel by 58%, have a 78% faster cooking rate and 82% smoke reduction.’ Oboth added that one can cook with the Envirofit cook stove in the comfort of one’s choice: on top of plastic tables, woollen carpets or tiles and they will not cause a fire outbreak.’
Biolite cook stove Representative Uganda Andrew Abacha said, ‘Biolite improved cook stoves can uniquely charge your phone or light up as you cook. It uses minimal amounts of firewood which in the long run addresses environmental, health and financial challenges. It also saves its users money as they need firewood worth only 500 Ushs to cook with every day.’
Charles Akamanya, Sales Representative and Project Development Officer for the Potential Energy cook stove said, ‘The Potential Energy cook stove is versatile, uses both charcoal and firewood, cooks at double the speed and comes with two provisions for cooking both at the top and bottom.’
Debbi Nansumba, Project Officer for the Smart Home Supa Sigiri Cookstove said that being part of the Uganda Clean Cooking Supply Chain Expansion Project has generally created awareness for the cook stoves and widened the market. She called upon the public to use Supa Sigiris cook stoves because of their benefits that make them unique from ordinary sigiris.
Mugwanya Ahmed the Sales Representative for Ugastove cook stoves said, ‘Ugastoves are durable, can work for 4 years, have less carbon emission, save energy and use less charcoal than ordinary sigiris.’
The Supa Sigiris come in 7 brands and are priced as follows:
|Stove type||Price (UGX)|
|ILF Smart Home||17,000|
|2||Ugastove charcoal stove||45,000|
|Ugastove dual stove||45,000|
|3||Ecozoom Jiko Fresh||125,000|
|Ecozoom Jiko Bora||165,000|
|4||Envirofit Super saver charcoal stove||200,000|
|Envirofit Charcoal stove||170,000|
|5||Biolite Home stove 2||180,000|
|6||Potential Energy: Berkley Darfur stove||95,000|
Any of the 7 Supa Sigiri’s can be bought either by cash or loan (PSFU is reaching out to the various office SACCO’s in and around Kampala for the member credit facility option). Supa Sigiri’s sale points around Kampala and Wakiso can be accessed at the following locations:
- Shop No. 4 located at Wandegeya market building, Northern wing,
- Johnrich supermarket Kabalagala entrance,
- Bugolobi market entrance,
- Nakawa market, charcoal entrance shop No. 278,
- Seeta Trading Centre next to Stanbic bank ATM.
- Capital Shoppers Ntinda and Nakawa Entrance
- Kasubi Market opposite Kobil Petrol Station
Supa Sigiri’s can also be ordered via the phone on 0783813902; via SMS to 8008, Type Sigiri [leave space] your location and send; Email: firstname.lastname@example.org; or by visiting the website www.supasigiri.co.ug. The Supa Sigiri’s are also available on the JumiaUG shop.
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