How Changes at Facebook Are Impacting Your Business (& What You Can Do About It)

closeup photo of a facebook business page

What’s With Facebook Business Pages?

If your business has a Facebook page, you’ve undoubtedly noticed that it’s not getting as much interaction as it used to. In fact, there has been a large change in they way that Facebook delivers your feed to your followers. How can you overcome those changes?

There are more than 1.4 Billion people logging on to Facebook every single day, so that’s a lot of potential business for you. Those users upload about 300 million pictures and watch 8 billion videos. Every day. closeup photo of a facebook business page

What Did Facebook do?

Back in August, Facebook changed its algorithm to put more personal posts in your feed, and fewer business posts. The idea was that this would make the user experience more personal. That change made boosting your posts and running ads even more important. Of course, your followers can choose to see more of your posts by adding them to their list of pages to “see first” in their news feed. In addition, Facebook Watch will keep track of business videos from business pages and Creators you follow. Facebook will even notify those followers when you post new video content.

How Can Your Business Grow on Facebook?

There are some things you can do to overcome the changes. Great, valuable content that people want to share with others is number 1, especially video. Don’t overlook Facebook Live, as it gets three times more engagement than other content. Facebook Stories, similar to what Instagram Stories does, is another good tactic to let followers know about testimonials, new product, etc. 

If you sell products, consider creating a Facebook Store if your customer base aligns with their demographics. The sheer volume of people on the social media site makes it a great supplement to your other online marketing efforts.

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Of course, Facebook ads are very valuable to promoting your company. According to a study by Sprout Social, about 3 million businesses are advertising on Facebook to the tune of nearly $30 billion a year. These ads allow to target specific people by gender, location, age and interests. It helps you narrow your focus and spend less to get the leads you want. There is also good tracking information you can use to improve your efforts.

Read On

I have a few articles I found helpful that I want to share. The first is on WordStream, an online marketing company that I use for managing advertising. The blog post reviews the changes made to Facebook and how it is impacting businesses. The second is on AdEspresso, a blog by Hootsuite, which is very useful for managing social media posts and measurement. The post is a deep dive into Facebook’s recent changes. Lastly, I recommend a post on Velocity that looks at the trends in Facebook marketing.

Got questions? Shoot me an Email or call me at 904.524.0170.

Reputation Management Essentials for Brand Builders

Monitoring Your Brand Is Important

image of computer and words reputation management

Managing your business’ online reputation is critical in today’s smartphone-enabled environment. Anything from an employee gossiping about a customer to a messy floor or dirty restaurant table can be captured on a mobile camera and shared on social media. If you are a business builder who wants to ensure your company’s reputation is squeaky clean, following are essential reputation management tips you should follow.

1) You need to be aware not only of what others are saying about your business but what they’re saying about your competitors too. Part of savvy reputation management is building an awareness of the online chatter surrounding your company, as well as capitalizing on opportunities regarding your competitors. Watch what is being said about your competitors on online review sites like Yelp and use that information to create relevant content marketing posts for your brand.  

2) Reputation management is more than tracking brand mentions on social media. If you want to be thorough in your approach to managing your online reputation, track conversations on forums too. Your company might be missing out on engagement opportunities on forums like Reddit if you’re not tracking conversations specific to your market niche. Use Reddit’s search function to enter keywords relevant to your industry and then sort your search results by date (newest first). You’ll be impressed at the outreach opportunities available to your brand that can help you build a reputation as a helpful and thoughtful forum community member.  

3) With the growing number of chat interfaces like Slack and Discord, there is an increasing need for brands to be aware of how their employees behave on messaging platforms. Make sure you have firm policies in place to control the types of conversations your staff have on their favorite Slack and Discord message boards. All it takes is one negative screen-shot shared online to tarnish your brand’s reputation irreparably.

Remember these reputation management essentials if you want to help your company avoid a nasty publicity scandal. Ongoing attention to detail is critical if you want to ensure your brand’s reputation is protected.

Who is Local SEO For (And How Can It Help You Grow Your Business?)

Use Local SEO To Drive Website Visits

SEO chart going up

 Search engine optimization isn’t just for big corporations or business bloggers with thousands of social media followers. SEO can be used by small businesses and solo-entrepreneurs too. It’s not the size of your company that matters, but how you optimize your website for discovery. One essential component of search engine optimization is local SEO. Making your business easy to discover on a local basis is crucial for driving new customers to your door. If you want to learn how to use local SEO to grow your business, remember the following business development tips.

1) Make sure your local business listing is optimized for Google Maps. Help potential customers easily find your company by pinpointing your location on Google Maps. An ever-increasing number of consumers are using their smartphones to connect with local companies. When you optimize your Google Maps listing for discovery, you make it super simple for customers to find your local business.

2) One of the smartest ways to optimize your website for local SEO is to add a local news section to your blog. Post fresh content on a regular basis spotlighting local events and share your new blog posts with local customers on social media sites like Facebook and Twitter. Not only does this build your business’ reputation as a community-minded organization, it gives search engine crawlers plenty of references to locations in your area. Can you say SEO growth hack?

3) Create videos about your small business and post your video marketing to YouTube. Be sure to include the name of your city/town in the title of your video as well as in the caption you add on YouTube. You’ll often find videos at the top of Google search engine results. Incorporating a local SEO strategy into your YouTube marketing efforts is an excellent way to grow your business via visual marketing outreach.

Once you discover that local SEO can be used by businesses of all sizes, you understand its potential for significant brand growth. Failing to optimize your company’s online presence for local customers is like telling consumers in your area you’re not interested in their business. Incorporate the above-listed tips into your digital marketing efforts and watch how quickly you start to notice new customers visiting your local company.

5 Fabulous Ways Home Renovation Professionals Can Market Their Business on Instagram

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Are you using Facebook to market your renovation business? Have you been sharing project updates on Twitter, yet have failed to see increased engagement from potential customers? Whether you are promoting your company on Facebook, Twitter, or even Snapchat, it is important that you integrate a strong visual marketing strategy into your brand building efforts. Instagram provides a powerful platform for brands of all types, including renovation professionals and construction companies. If you want to watch your social media engagement numbers skyrocket, here are five ways you can use Instagram to market your renovation company online:

Use Before and After Images

Posting before and after images on Instagram is essential for socially savvy renovation experts. Be sure to include everything from doorway shots to flooring and light fixture images. Add images of your crew hard at work too so potential customers know they can expect a professional crew on site.

Make A Collage of Images

Be sure to use collage images for your Instagram marketing strategy. Use a mobile app like PicCollage ( to maximize the potential of your graphics. From a collage featuring multiple components of a bathroom renovation to a series of window shots, create a theme for your photo essays prior to sharing on social media.


Use Inspirational Images 

 Include inspirational renovation images into your Instagram marketing efforts. Add a text overlay to an image of an exhausted employee or opt for dream-inspiring graphics to catch the eye of potential customers. Whether you want to showcase how hard your employees work or you want buyers to imagine their home undergoing a renovation, inspirational Instagram images can have a long-lasting impact on social media.


Include Instagram Video Compilations 

 Don’t forget to incorporate video into your Instagram strategy. Post videos of your team tackling a tough job or videos of renovation reveals for happy customers. The more customers can feel the excitement in your video content, the better the chances are they’ll think of your company for their next upgrade.


Include Tool Shots

Add images of your team’s construction tools to your Instagram feed. From your employees sporting hard hats and hammers to nail guns and jackhammers, each picture highlights your company’s professional capabilities. Customers want to be sure they’re dealing with a professional construction company and not just a dude with a pickup truck. Let your tool shots reflect this professionalism.

Instagram can be a powerful resource for marketing your renovation business. Customers are far more likely to hire a contractor they’ve seen in action than one who just talks a good game. Spotlight your Instagram feed on Twitter, Facebook, and Pinterest so clients know the caliber of your work and your team’s work ethic. Will you be trying any of the above-listed tips to market your construction company on Instagram?

Need help or advice on your marketing strategy? Call or Email Deppe Communications for a free estimate today.

Reaching The Masses: 4 Modern Marketing Techniques (That Won’t Break Your Budget)

In the business world, marketing is everything. In the modern age, however, people don’t respond to the same marketing tactics of past times. Today, it’s important for marketers to know how to draw attention from their audiences. Often, it takes a lot of unique methods to do that. Here are a few ideas for you to consider. image of Times Square advertising to reach the masses

Offer Free Samples

If something is free, we love it, right? We try to get as much free stuff as we can. In marketing, you have to take full advantage of that. With the right product, giving out free samples can be a quite effective tactic. When promoting food, we can often attract attention by offering samples of the new caramel corn nuggets to the general public.

However, choosing the right venue is important when offering free samples. You want to be where your target audience tends to be the most populated. If you’re targeting moms, for example, you’ll want to be at local grocery stores during the day time. You might also want to be at large events where families tend to congregate, such as city festivals on Saturdays.

Rely on Word of Mouth

For centuries, this was the marketing tool of choice for most small businesses. There are niches that continue to flourish relying on satisfied customers referring others to their business. Starbucks is an example of success initially built on word of mouth advertising. Harvard Business Review offers ways to quantify the value of word of mouth advertising.

Often, it depends on how customers feel that they were treated by a business. Marketing techniques inherently depend on how effectively they appeal to human emotions. Word of mouth is a very pure tactic in terms of its reliance upon emotions to maintain forward momentum.

Utilize Social Media Advertising

Certain products thrive through advertising on social media platforms. Your goal may be advertising the value of a tool to monitor computer security. By focusing your market on social media sites we are highly likely to attract attention from consumers needing this tool. Nearly all of us have accounts on social media. When appropriate, we can utilize our own sites to promote products to an audience looking for information.

Customized Signs and Banners

Signs and banners are the backbone of many effective marketing campaigns. They put signs on cars, billboards, and pretty much anywhere that you could look in both the physical world and in the digital space. Yet, using just any sign won’t work. There has to be aesthetic appeal.

Get the help of a designer to come up with a creative sign or banner. It has to be something that catches people’s eyes but be clear cut at the same time. They have to be able to see it and understand everything behind it. They have to understand what the product is for and shouldn’t confuse them.

Marketing tactics continue to evolve to include the latest technology. The psychology behind sound marketing remains quite simple. Getting people’s attention allows us to engage in positive conversation.


Today’s guest blogger is Hannah Whtttenly. Hannah is a freelance writer and mother of two from Sacramento, CA. She enjoys kayaking and reading books by the lake.


Is Your Business Sinking? Top Strategies to Stay Afloat

By Hannah Whittenly

If you’re having trouble keeping your business afloat, there are steps you can take to stay operating. By taking these steps, you can possibly eliminate the problems that are hampering your efforts. These four strategies can help you stay in business.image of marketing strategy tools

Reduce Your Expenses

Cutting some of your company’s costs is a great way to keep your business afloat. suggests eliminating the discretionary spending such as company summer outings and holiday parties. Limiting the number of times that you travel for business should also be considered. If you lease office space and can work out an agreement with the landlord to reduce monthly payments, this may be another useful option. Reducing expenses might even involve having to lay off some of your employees or limiting their compensation.

Redirect Your Focus

Redirecting your business efforts can take your company in a more positive direction. You may have to change your business model or target customer base. Changing the type of product or service that you’re selling might also be necessary if you’re having trouble making sales. Another way to redirect your focus is to try rebranding your business to attract more widespread attention. Before making any changes, do a comprehensive analysis of your business to find out what’s working and what isn’t.

Attend Marketing Workshops

These workshops can provide you with tools to jumpstart your business efforts and leave you feeling more motivated. The Rainmaker Retreat is just one example of a marketing workshop that legal professionals have used to get ahead in their industry. While attending a workshop that is specific to your industry, you’ll receive guidance on how to increase your revenue and referrals. You’ll also learn ways to outsmart your competitors and retain a loyal customer base. Many of these workshops are held over two-day periods and cover a variety of practical topics.

Keep up with the Latest Marketing Trends

Another way to expand upon your marketing and achieve greater business success is to stay updated on the latest marketing tactics. Many companies today have turned to digital marketing to get ahead in the business world. Social media is constantly evolving, and you should have eye-catching pages on the newest sites to keep customers intrigued. Creating fresh blogs that rank high on search engines will also garner more attention. If your budget allows, getting a current celebrity to endorse your company can be a wise investment.

Saving your business and taking it to a whole new level is possible. By putting in the extra effort and making the right changes, you’re sure to yield great results.


Today’s Guest Post is By Hannah Whittenly, a freelance writer and mother of two from Sacramento, CA. She enjoys kayaking and reading books by the lake.

What Is Closed Loop Marketing? (And Why You Need To Know)

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Closing The Loop: Making Your Marketing More Efficient and Effective

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Did you ever go on Facebook or Twitter and see a whole bunch of ads for the item you were shopping for yesterday? There is a reason for that, of course, and without getting too technical about how it happens, it involves something called remarketing. When you start shopping for something, little pieces of data called “cookies” are deposited on your computer from the website you are viewing. Then, an advertiser can target anyone who has those particular cookies. 

It is not very difficult to do if you have money to advertise online with Google, Bing or other places. But what if you don’t have a big budget?  Targeting your market is just as important for the non-profit agency as it is to the Fortune 500. And, bringing a custom message to your target audiences is not only a more effective approach, it is more cost efficient, too.

Your company’s marketing efforts can and should be targeted to the people who are most interested in your service or product. By figuring out who they are, then creating a message specifically for them, you will improve your marketing results and save money.

Closed Loop Marketing is one way to understand the marketing process. While it is often applied most to websites, I believe the basics apply to any kind of marketing and for any kind of business or non-profit marketing.

Here are the steps:

The Planning Phase

Your planning should always be based on your business goals, so I recommend clarifying those first. After all, if you don’t know where you are going, then any road will get you there.

  • Figure out who your best customers are. This might be the people who buy your service most often – for example, a regular customer of a hair stylist. Or, it might be the people who purchase your most profitable product. It is important to understand which customers have the most impact on your business’ bottom line.
  • Create a list of customer segments. For example, you can segment customers by geographic locations, product choice, buying history, brand preference or even birthdays.
  • Decide which message to use for each customer segment. Wouldn’t you rather get an Email telling you when your favorite brand of shoes is on sale than a blast notice that everything in the store is 10% off? How about a notice from the grocery store telling you that your usual brand of laundry soap is on special this week – would that be worth something to you as a customer?

  • Learn how your customers want you to communicate with them. Do they read Email? Hint: most millennials and Generation Z’s do not. Texting and social media – especially videos – will probably work better for this group. On the other hand, if you want to find grandmothers who spoil their grandkids, get on Facebook. You can target direct mail using the postal service’s “every door direct” campaigns, which can be cost effective. But most importantly, ASK your customers how they like to communicate. It might just surprise you.
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The Execution Phase

Now that you know who you are going to talk to, and what you are going to say, now it is time to execute your strategy. 

  • Use as many communication media as possible. If your customers use both Email and Facebook, then put your message and money into both places. You will be increasing your brand awareness as well as the chances your target audience will see the message.

  • Communicate regularly. The old “one and done” is a waste of your time and money. It takes repetition to get your message across. There is something called “the marketing rule of 7” that says you must see a message 7 times before it really begins to sink in. That’s true of everything from billboards to phone numbers and TV commercials. Think about it this way – when you hear a song you like, you probably can’t sing along the first time or two. But after hearing it a few times, you will remember most of the words. Don’t be afraid to repeat yourself when you are marketing.

The Conversion Phase

This is the step where you develop leads and customers.

  • For some companies, getting a warm or hot lead is the goal, while for others it may be the actual sale of a service or product.

  • The important thing is to know how those leads or sales were generated and, in the case of leads, how many ultimately became customers.

The Analysis Phase

Measuring and analyzing your results is, to me, the most important part of the cycle. You will want to know:

  • How many sales or leads you generated for each message.

  • Which kinds of communication worked best and which did not work well.

  • How much you spent for each lead/sale by communication type. For example, did you spend $1.50 per customer on direct mail and $1.20 per customer on Facebook ads? Knowing your “cost per acquisition” will help you determine how best to invest your money next time.

  • Did you get the results you expected? Did you make the kinds of sales you predicted, or was another product or service more popular? These answers can help you with future cross-marketing efforts.

In the end, marketing at its best is a circular effort – you launch a campaign, measure it, analyze it, make changes, then launch it again. It might take a little effort to understand your customers and their preferences and buying history. You might have to do a little more record-keeping, but in the end you will be establishing a closer, more personal relationship with your customer.

Interested in knowing more about small business marketing? Call me to discuss your needs at 904.524-0170 or Email



Failing at Facebook? 4 Steps to Vamp up Your Business’s FB Marketing Game (& Target The Right People)

image of fuzzy facebook logo

By Hannah Whittenly

image of fuzzy facebook logo

Since Facebook took off as a major social media platform, it has gradually become one of the most important modern marketing tools for businesses as well. Some businesses, though, have yet to learn how to use Facebook to its fullest when it comes to marketing. Some even have Facebook pages set up, but aren’t really sure how to use them. Here are four steps your business can take to improve its Facebook marketing, build a larger audience and generate more sales.

Link To Real Content

One of the biggest mistakes many businesses make in using Facebook is creating what amount to traditional ads only. Though normal ads can do fairly well on the Facebook platform, today’s internet users prefer content to small ads that just tell them to buy something. Mix links to blog posts on your website in with your purely promotional Facebook posts, and you’ll start to see more engagement with your page. For a good example of this strategy of mixing valuable content with more promotional posts, take a look at the Nu Skin Facebook page.

Define Your Target Audience

One of the massive strengths of Facebook as a marketing platform is the fact that it can be used to specifically target people based on demographics and interests. That power, however, is only as useful as your target customer profile allows it to be. If your business knows exactly who its ideal customer is, you’ll have no problem using the basic characteristics you look for to target a Facebook campaign to your most likely buyers. If your marketing is too broad, though, you lose the ability to increase your conversions and ROI with targeted ads. Before you launch another Facebook campaign, be sure to define your target audience. If your business sells many different products and services, you may have to define a slightly different target audience for each one.

When You Make Ads, Use Video

As stated above, creating valuable content is key to getting audience engagement on your page. There’s also a great middle ground between traditional ads and pure content, which is video-based advertising. Video ads can be entertaining and informative, but still promote specific products or services in the way a traditional ad does. Video ads also tend to encourage engagement and even sharing, widening the reach of the campaign you pay for. Best of all, once a video is made, it can be used in your marketing campaigns over and over again.

Post Regularly

Many small businesses make the critical mistake of only creating new Facebook posts once a week or even once a month. In order to build and keep an engaged audience, your Facebook page needs to turn out new posts on a much more frequent basis. There is considerable debate as to what constitutes the optimal number of Facebook posts per day. Many marketers argue for two posts a day being the best number, though some are more convinced by the argument for one post per day or a post every two days. Regardless of the exact number you settle on, remember to post fairly often to keep your audience engaged.

With these four simple tips, you’ll be able to improve your Facebook marketing and build a larger, more engaged audience for your brand. Most importantly, that audience will eventually begin to convert into paying customers, helping your business become more successful and profitable. Keep in mind that all of these strategies will require you to devote time and resources to your social media marketing efforts on a regular basis. If you want to succeed in Facebook marketing, be prepared to actively work toward that success every day.

Today’s Guest Post is By Hannah Whittenly, a freelance writer and mother of two from Sacramento, CA. She enjoys kayaking and reading books by the lake.

Take the Lead: 4 Ways Marketing Prowess Defines Success for CEO’s

As a CEO, marketing may be just one of numerous aspects of business operations that you may be focused on. Marketing is important because it defines your brand image in the marketplace, and it drives sales. It also can nurture brand loyalty, differentiate your business from the competition and more. However, on a more personal level, marketing can also play a major role in your career success as well as in your ability to find a new job with other top companies later. In fact, marketing can impact your personal career in each of these important ways.

Defining Your Brand’s Reputation  photo of man writing on white board

You may be aware that marketing is essential in developing your brand’s image. This can foster loyalty, help you to win business over the competition when the buyer is making a critical decision and more. You may not realize, however, that your brand’s reputation is also associated with your personal professional success. As a CEO, the reputation of your company and brand are inherently linked to you. You are ultimately responsible for defining the brand, leading the company and more. Because marketing plays such a key role in these and other factors, you understandably want to keep a close eye on the development of your marketing campaign.

Bolstering Sales Numbers

CEOs, like Dallin Larsen for example, are also judged by their ability to bolster sales numbers. In many cases, investors expect to see a year-on-year increase in sales and profits. When you look for another position or when you are being recruited by the competition, your sales numbers will be scrutinized heavily. Because your company’s marketing campaign is directly responsible for sales numbers, you can see that marketing is not an area that you want to take a backseat position on. When you are going to be judged on the results, you need to at least monitor or oversee the development and execution of the campaign carefully.

Managing Overhead

While it is important to have sales numbers as high as possible, you also need to contain overhead. After all, profitability is calculated by subtracting expenses from your sales figures. Marketing expenses can be a major component in your overhead expenses. Therefore, you need guide your team into making the most cost-effective decisions when designing and executing a marketing campaign. Thorough analytical research and a careful analysis of the marketing options available will help you and your team to design and affordable and effective campaign.

Overcoming Public Relations Issues

While marketing may be used to drive sales, establish loyalty and develop your brand image, it can also be used to overcome public relations issues. Many companies will face public relations issues over the years that can be damaging or even devastating for the company. As the CEO, you will be judged on how well you lead the company through its current crisis and build the brand back up. Marketing can be used to communicate directly with your target about beneficial steps your company is taking to deal with the issue or even to simply adjust your customers’ mindset about your company or its products and services after a negative event happens.

Some CEOs are inclined to take a backseat in the area of marketing and let the skilled professionals they hired to handle this important task. While it may not be reasonable for busy CEOs to be fully hands-on with all aspects of marketing because of a busy workload, you should remain in close contact with the department and steer the department in different ways that are in the best interest of the company. When you focus on making decisions that are right for the company, your own reputation may be enhanced as well.

Today’s guest blogger is Brooke Chaplan,  a freelance writer and blogger. She lives and works out of her home in Los Lunas, New Mexico. She loves the outdoors and spends most her time hiking, biking, and gardening. For more information contact Brooke via Twitter @BrookeChaplan.
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