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How to Make the Most of Your Video and Photo Shoots

Motorcycle Marketing - 2022-11 How to make the most of your video and photo shoots

How to Make the Most of Your Video and Photo Shoot

When organising your next content creation event it’s well worth building multi-purpose asset production into your overall strategy. In other words, ask yourself ‘How do I get the most content possible out of my next video or photo shoot?’

Answering that question is especially important for motorcycle marketers, given the expense of putting together shoots with bikes, both indoor and outdoor. It’s not all about quantity, it’s about getting the right shots for the right purpose and what works well on Instagram Stories is very different to what racks up the views on YouTube.

Video and photo shoots can quickly become costly affairs, so making the maximum use of the action once the cameras start rolling is the smart move for brand managers.

Even without the budget and reach of the big guns like Red Bull Motorsports all brands should be aiming to create engaging content. It pays dividends to carefully plan how to make your content relevant for several different channels, on your own social accounts and digital platforms, as well as those of your ambassadors, influencers and media partners.

Getting the most from your content is all about making practical decisions throughout the process, from pre-production, to production on the big day (or days) and in post-production.

Get Inspired!

The first stage of pre-production is all about getting creative, whether you’re taking inspiration from outside the motorcycle industry or you want to align your content strategy with the coolest trends you’ve seen from other bike brands and content creators.

Husqvarna's excellent story telling in the Making of the Norden 901 series, Ducati’s well-optimised, highly engaged video content on Instagram and Gray Pham’s killer social content are all excellent examples of what to aim for. The contrast between Fortnine’s quickfire TikTok content and their longer-form, beautifully produced YouTube videos is a solid example of how to create the right content for the right platform.

Pre-Production: Checklists, Shot Lists and Formats

Ahead of the shoot, in the pre-production phase, you can make creation of an expansive array of media assets a key part of your plan.

So when working through a standard pre-production checklist think about adding to that list to make the content produced go that bit further. Sprout Social keep this brilliant social media video specifications guide constantly up to date, so you can refer to it when planning the shots and cuts you want.

Write down a list of all the types of content you aim to create in terms of photos and video, from content you can produce on a mobile, to Ultra HD 4K video. Think about the equipment, videographers and photographers you’ll require in order to get what you need for Instagram, Facebook, TikTok, YouTube, web content, advertising assets and any additional content to send to media.

Working on a Tighter Budget?

If you’re working on a tighter budget you can still make these lists and cut your cloth accordingly in terms of filming on a mobile-only, or combining various shots from GoPro and higher quality cameras if they are part of your plan.

Even with just a smartphone (or two) you can create a big media archive from your shoot in terms of photos, GIFs, Reels, Stories, square/portrait/landscape aspect ratio content, longer videos, behind-the-scenes pieces and even interviews.

Lights, Camera, Action

When the day of filming arrives it’s good practice to make sure that everyone on set understands the production plan with a short meeting at the beginning of the shoot. It’s surprising how often this does not happen, but it’s important even if your on set crew is just two people.

If you have a large film crew present then line managers should ensure that everyone understands the plan of action for the day and how important it is to get all the key items on the shot list.

Let the Creators Create

If you are working with ambassadors or influencers give them the impetus to create content themselves, provided that doing so can be combined with the main shoot. Many influencers in the motorcycle industry are content creators themselves, so it’s productive to enable them to get the content they need for their channels to promote your brand.

If you're shooting with a rider such as Killian Moreno - a digital creator who collaborates with brands such Mosko Moto and Outback Motortek - it’s clear that he is more than competent at making his own content. 

With a high-profile personality like Josh Hill - a Monster athlete and Fox Racing ambassador - he is vastly experienced at working with big production teams AND at producing his own content from large-scale shoots for major brands. When working with a rider like Hill production of multiple assets can be a really efficient two-way dynamic.

Allowing these kinds of riders some time on set for improvised shooting might give you material for several different social media publications.

Hands On or Hands Off

By contrast, if you were working with a young Moto3 rider who has never handled a camera before, you and your team would need to be in full control. If you have engaged with an agency to produce the content for you it’s important to let them work without intervening too much, provided you can see that they’ve read your brief and are working to get all the material required.

When combining content production with a media day for a new product, give your media guests controlled access for a specific period only and make arrangements for catering and editing off site so that the day is productive for you and them.

Helping Other Brands is an Investment

Part of your production process could be to produce similar shots with different partner or competitor brands being featured. Consider whether the shot needs to include or exclude specific brands, such as energy drinks, helmet manufacturers, clothing companies, tyre manufacturers and so on. If you make Monster Energy or one of their athletes look cool, they might share that content piece to their 8 million plus followers in Instagram.

The Magic of Behind-The-Scenes Content

It’s also good to allow some room for ‘natural’ content to be filmed on set, whether that’s with an additional, dedicated videographer or filmed on a mobile by approved crew members. Clearly it’s important that this does not interrupt your main production plan and often those ambient shots, b-roll, ‘the making of’ style content and the unscripted interactions that take place can hugely expand your asset library.

Deliver Content Conveniently to All Relevant Parties

Whether it’s on the day as you wrap things up, or as soon as possible after a shoot, delivering content to the relevant editors and collaborators on hard drives or through the cloud can make a big difference to the amount of material processed and then made available to publish.

The concept here is to make it as convenient and efficient as possible for your team, collaborators and contacts in the motorcycle media to review raw or edited content.

Make Post-Production Simple and Realistic

Whilst quick delivery of material can expand the timespan over which it can be published it’s also important to be realistic with post-production expectations. Forwarding cool mobile-filmed video through Telegram or WhatsApp ready for immediate social media publication is one thing, whereas content with higher quality production values takes time to create.

If you end up with a film like Meta’s beautiful Last Wilderness feature for Vahna, along with amazing photography and all the relevant teaser content they produced for social media, it’s well worth the effort.

As you can see, content creation can become an enormous project, but when resources are limited, you can make the most out of what's available.

If you need help with your video or photoshoot, or other content creation, don't hesitate to send us an email and discuss the possibilities.

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3 Easy Steps to Preparing Your Social Media for the Holidays

Motorcycle Marketing - 2022-10 Preparing Your Social Media and Content Marketing for the Holidays

3 Easy Steps to Preparing Your Social Media for the Holidays

The holidays are coming. Thanksgiving is upon us, and the shops are already stocking up on Christmas 2022. The stress of planning your social media, blog content and influencer content is bad enough without the holiday buzz.

While you might think that the holidays are a time to wind down your social media presence, the unfortunate truth is that the internet never sleeps.

According to LinkedIn’s data, social media engagement is at its highest in December at 32% higher than the annual average.

With similar trends across social media platforms, you want to maintain your engagement and get ahead for the new year.

Here’s how to prepare your social media and other content marketing for the holidays:

1) Update Your Existing Platforms

Sadly, too many go head-first into their Christmas preparation without taking the time to review what is already out there. There’s no point in publishing a jaw-dropping Christmas campaign if your pages hold outdated or old information.

81% of people are turned off by an outdated functioning website.

Look to update your company profile pictures, biography and company details on your site and other platforms. Think about reviewing your opening hours for the holiday period and make sure there are no broken/removed links on your website.

Regularly reviewing your social media, website and blogs should be a habit, but it’s extremely important during the biggest marketing time of the year!

2) Step Up Your Marketing

It’s time to put together some holiday campaigns and turn everything red and green.

Despite rising costs, it is predicted that 2022 holiday retail sales will increase by 3.3% in the US alone. That’s a big difference from the stats last year that showed 61% of customers seeking out discounts in 2021 by joining loyalty plans. So how do you ‘up’ your marketing?

Update Your Visuals

Think about the flurry of Halloween visuals we saw last month from brands like Starbucks. You need to bring Christmas to your visual content. It’s no wonder 40% of people surveyed said that images were the most valuable parts of a website as well as 21% stated videos. Making these relevant for the Christmas season will have a significant impact on your customers' spend.

Partner with an Influencer

This is one of the largest marketing tools used at this time of the year. Google searches for ‘Influencer marketing’ increased by 400% between 2016-2021 as people are learning about its return on investment. And it’s not just marketers; 61% of consumers say they trust influencer marketing.

Create Giveaways

Contests get a conversion rate of over 34% into new customers, which is higher than any other type of content marketing. They also get a great reach as 94.46% of the time, users share the promotion immediately after they register.

On Instagram specifically, accounts that hold contests grow their followers 70% faster on average than other accounts without them and get (on average) 3.5 times as many likes and 64 times more comments than regular posts!

Have Christmas Discounts

Discounts help promote your services and drive engagement.

Studies have found that products that are discounted by 10-20% show a 7% increase in revenue and a 28% sales increase. Make sure you don’t go above a 20% discount though as that is where transaction revenue drops drastically.

Start Charity and Community Events

Christmas is a time for giving, and wanting to do something good and giving back to the community should be the reason to do so.

But still, 85% of consumers have a better image of a company and its products when it supports a charity they care about and 80% of Americans for example stated wanting to switch brands to buy from one that supports a charity.

Having events and being a part of this Christmas spirit is sure to help your marketing while you are lifting your spirits and supporting some amazing causes.

3) Automate Your Posts

Christmas can be the most disorganised time of the year…

To maintain engagement, you can use automated apps like Hootsuite, Buffer or ContentCal to post for you. That way you can let your feeds work while you are snuggled up with that warm eggnog or nursing your Christmas food belly. You can automate your holiday email newsletters too that contain important New Year’s updates or engaging blog content marketing.

Another way to keep your content going in December is to delegate work to your team. While we’re not suggesting giving all the work to your team (they need a holiday too), it always works better to spread the load and be flexible with them.

There’s a reason why shops are already playing insufferably Christmas tunes to get us prepared. By updating your existing pages, planning your holiday campaign, and automating your posts you are saving stress and time later when you could be partying.

To find out more about how you can create the best content marketing for the holidays, visit us at Motorcycle Marketing.

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A motorcycle salesman selling a motorbike to a biker customers in a motorcycle dealership store.

Your 3 Step Guide to Selling More Motorcycles

A motorcycle salesman selling a motorbike to a biker customers in a motorcycle dealership store.

Your 3 Step Guide to Selling More Motorcycles

Dealerships and brands, this one is for you… Competition for sales of new models is fiercer than ever. Your prospective customers want increased flexibility with payments and are looking for cool, informative content, as they increasingly purchase higher ticket items online.

8 years ago, already 54% of 18-34-year-olds preferred to shop online, and this number has only increased. If 50% of US bikers are aged 50+ in 2014, this number is even greater now. This leaves you to attempt to win over the millennial majority for great lifetime ROI, but they are less likely to walk through your dealership!

Elon Musk suggested closing most of Tesla’s dealerships in favour of online sales because everyone was buying online, especially in the post Covid era. And it’s no different for motorcycle dealerships. Studies show that people get intimidated by dealership staff who work in lavish showrooms. Meanwhile, with so many brands offering wider ranges of models and getting evermore creative with financing options, the competition means it’s a buyer’s market and customers don’t go to dealerships to spend hours negotiating prices either.

The only advantage to going into the store is to test how a bike feels. There’s nothing stopping customers from trying a bike in your store and then buying it cheaper with your competitor’s easy-to-navigate online store.

You need to improve your digital marketing game.

Let’s find out how…

1) Know Your Audience

Market research helps you understand the things that your target market gets drawn to and what they’ll avoid. Recent studies from Hinge Marketing found that those who do frequent market research will have 2.7% better growth and 9.2% bigger annual profits than those who do occasional research, and a whopping 7.8% larger growth and 9.7% more profit than those doing no research.

For example, many millennials get drawn to the on-trend bikes with an urban appeal or a retro look (like our photographer, Berenger or our content writer, Jasmine with their Café Racer and Street-bike styles!) Or emphasise a better value-price ratio for smaller and better insurance savings for smaller bikes or a minimalist design.

Knowledge is power, and market research like this will give you the power to sell better, grow faster and make more money. Knowing your audience is absolutely key.

2) Marketing Online

Build Trust with Customer Reviews

Reviews are one of the best weapons in your marketing strategy. Think about the times you look at reviews on Amazon before you buy something.

Statistically, 91% of the 18-34-year-olds trust online reviews equally to personal recommendations, with other studies finding that 93% of customers state that online reviews directly influenced their decision to buy.

Build Your Google SERP

One of the best ways to improve your SERP (placement on the search engine results pages) is through regular content marketing, blogs and social media campaigns. You can use SEO keywords in your blogs to get ranked higher by Google and other search engines. This gets more visibility for your dealership store online and subsequently more sales in person.

Build a Better Online Store

Online customers, especially millennials, like convenient online experiences. Every obstacle that stops them from easily and simply purchasing your product will lose you sales:

  • 99% of customers abandon their online carts before purchasing.
  • 59% of these customers say that it was due to some inconvenience of the website.
  • 48% said it was due to extra costs like shipping, tax and fees being too high.

You need to make it easy to buy online. Improving your e-commerce site can give you a 35.26% potential increase in conversion rate if you improve your check-out design! Online customers are fickle and have many other options, and younger customers know how to find alternatives. Try to give them as few reasons to do that as possible by improving your online store and marketing presence.

3) Selling in Person

Know Your Bikes

Almost every advice forum and article online recommends researching thoroughly, such as Cycle Trader and Begin Motorcycling. With 90% of millennials being online each day, let’s assume that they know more than you think they do about specs, price comparisons and reviews.

Promote In-store Benefits

You can do this through your new awesome online presence. You can add extra incentives like discounts and deals for those who are willing to come into your dealership.

There are innate advantages to buying in-person, like test drives, size and weight checks, and that ineffable feeling of “that’s the one for me” as they see the bike romantically from across the room. This provides you with perfect opportunities to interact one-on-one with your customers, who have already been convinced by your online reputation, which is likely to lead to better sales figures.

Create Rapport

This will stop them from buying elsewhere. Once you’ve got them in the door with a good deal, interacting with a human as opposed to an online entity causes better customer retention through building a good rapport with the business. With 81% of customers stating trust as an important factor in making a purchase, you can make sure they buy from your motorcycle dealership and not your competitor’s.

We always look at what Motocorsa are up to, given that they’re widely regarded as one of the best Ducati dealerships in the USA… with the numbers to prove it. They build and maintain an awesome rapport with their audience and customers through in-store events, regular meetups and track days, workshops and MotoGP viewing parties.

Making sure you know your audience and improving your online presence will drastically help you sell more bikes online and in-store.

For further support, get in touch at hello@motorcycle.marketing and don’t forget to check out our other articles to help you with your social media, influencer and content marketing.

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Your Introductory Guide to Brand Awareness

Motorcycle Marketing - 2022-08 Your Introductory Guide to Brand Awareness

Your Introductory Guide to Brand Awareness

Brand awareness is one of those terms used in marketing, but what does it mean for your motorcycle brand? How can you increase it and measure it? We have put together this short guide in 3 easy sections to answer just that.

Firstly, what is brand awareness?

Simply put, it’s how ‘aware’ your customers are of your brand. Will they think of your company when they think about getting new tyres or next season’s motorcycle jacket?

It’s about using your marketing efforts to make sure people know who you are, what you do and communicate why you are the best.

1 ) Why Brand Awareness Matters

If people can’t see you on social media or websites, you don’t exist. Nobody can buy from you if they aren’t aware of your products and services!

71% of customers said it was vital that they recognised a brand before they bought from them.  In another study, 52% stated this familiarity with a brand to be the biggest factor in their buying decision.

This awareness is a crucial part of the buying process for every business, but it is especially useful for brands that are:

  • Starting up and entering a new market.
  • Smaller brands with many competitors.
  • Premium brands that take more consideration from the buyer.
  • Companies that rely on specific high seasons of income.

Brand awareness matters for 3 key reasons:

  • It creates trust for the brand.
  • It associates actions and products with the consumer.
  • It increases a brand’s value.

All of these 3 reasons end in a sale conversion, which builds your business.

2 ) How to Increase Brand Awareness

Social Media

People expect to see brands on social media. If they search for you and find a dead Facebook page, for example, they will think you are not in business anymore.

Over 91% of people keep up with the businesses they like/use, and 63% assume they can receive quick customer service from those same pages too.

You need to research where your audience is and what they want to see to build your awareness and convert this into revenue. Remember that consistent posting is not a substitute for having a strong social media presence. You need to create a plan for your social media posts that is in line with your marketing strategy to get any results.

Blogging

Blogging is another marketing staple that nurtures your potential leads into sales.

There’s a reason why 90% of brands have used blogs in the last year to build brand awareness in their marketing campaigns. WordPress reports a whopping 70 million new blog posts every month in 2022!

When done correctly, blogging brings authenticity to your company name and can set you apart from your competitors. The informative content in a blog builds an authoritative voice in your industry. It shows you are a reliable and trustworthy brand to learn and buy from.

Blogging also includes Search Engine Optimisation, which helps you get seen on the search engines by driving traffic to your store or website.

Influencer Marketing

Influencer marketing is a hybrid between a review/testimonial and a social media campaign.

We all rely on word-of-mouth recommendations or look to the review section on an Amazon product, and Influencer marketing is no different from this. 49% of customers depend on this kind of marketing to buy a product/service.

This marketing tactic helps build trust as these influencers know their audiences well. Their followers are more likely to believe the products are of great quality and will suit their lifestyle as the influencers have been building their audience through their authentic content.

Check out our other blog for specific support on Finding Great Influencers here.

3 ) How to Measure Brand Awareness

As noted by HubSpot: brand awareness can be difficult to understand and measure as it cannot be analysed in a ‘traditional sense’. Yet, there are quantitative and qualitative brand awareness measures that they suggest:

1. Quantitative Metrics

(The Amount/Quantity of Brand Awareness)

  • Direct traffic to your website from knowing and typing in your name/URL.
  • Record all site traffic numbers.
  • Measure social engagement like comments, retweets etc… on your page.

2. Qualitative Measures

(The Quality of Brand Awareness)

  • Use Google Alerts that tell you when your brand is mentioned.
  • Use social media management tools to see who is talking about your business / using your hashtags.
  • Have brand awareness surveys that request direct feedback from your customers or people in your market.

Most importantly, you need to make sure your team knows exactly what brand awareness means to the business. Every company is different and will have a different way to measure its success online. Have regular conversations with your team and stakeholders about specific goals to achieve this.

How you choose to increase and measure your brand awareness should be decided by the marketing goals and strategies you have from these brainstorming sessions.

If you need further support for increasing your brand awareness, get in touch at hello@motorcycle.marketing or view our other blog resources here.

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How to Measure Your Social Media Campaigns

How To Measure Your Social Media Campaigns

How to Measure Your Social Media Campaigns

Social media marketing lets you build awareness, showcase your brand, build a following and ultimately get more sales. Most marketers post between 4-6 times a week to achieve this. And it’s not just marketers who know its benefits as 79% of consumers say that social media content influences what they buy.

So, having great social media content is one thing but tracking results and knowing what to measure is tricky. But not tracking your social media’s return on investment (ROI) leads to time and money being wasted.

Don’t worry, we have got you covered.

Let’s explore how you can get the best practices and then show you how to measure campaigns for great results.

5 Best Practices

1) Find Your Goals

Before you write anything, you need to plan where you are going. As Benjamin Franklin famously said:

“By failing to prepare, you are preparing to fail.”

Always remember to make your goals specific and realistic. They must be measurable too like sales or impressions, or you won’t know if your social media campaigns are successful.

2) Create a Content Calendar

You also need to schedule when you are posting your great content. There are plenty of social media calendars out there such as SocialPilot or ContentCal. You can even use your built-in computer calendar to block out your content.

3) Make Your Brand Human

Make sure you show the human side of your motorcycle business.

People will always connect with people over a faceless brand so make sure your followers know who you and your team are.

4) Use Influencers

Influencers make up a huge amount of social media marketing and for good reason.

They know their audiences and can foster trust to buy products and services. In fact, 68% of marketing companies use them in their campaigns.

For the best results, make sure you choose smaller influencers (with 10K-100K of followers) over the bigger influencers. Smaller influencers will have a more authentic following and can market your motorcycle services and products far better than anyone with 1 million+ followers (unless you are Valentino Rossi of course…)

5) Learn from Your Mistakes

To find out what your audience wants, you will need to experiment with your social media content. Some posts might not work, but you can measure and learn from them to create amazing future content that has a great ROI.

Measuring Your Social Media Campaigns

Before we go into how to measure your social media campaigns, we need to know the types and what your ROI looks like.

1) The 2 Types of Social Media Measurement

There are 2 types of social media measurement.

  1. Ongoing Analytics
    This is the long-term data that you can use to track the engagement and activity on your accounts over time.
  2. Campaign Analytics
    These are when you start a social media campaign with a clear beginning and end to its analytics.

2) Understanding ROI in Your Social Media

Finding ROI is about money.

How many bikes have you sold?
How have you increased sales in the last 6 months?

To understand and measure the ROI, you need to find and know your financial investment in your social media and add a figure to your campaign goals. Buffer gives us a helpful formula to work this out:

ROI = (return – investment) / investment

Your ‘investment’ is:

  • Your time
  • The costs of your social media tools
  • Your advertising costs

Your ‘return’ will mean different things to different companies. You will take your social media goal (e.g., new followers) and track it, and then assign a financial value to it.

Here are 4 different methods for assigning a financial value to your goal:

  • Lifetime value. (The average amount from a customer.)
  • Lifetime value X conversion rate. (The worth of a visit on your page.)
  • Average sale across customers.
  • (Pay-per-clicks if you use ads in your campaigns.)

Check out our article below too if you need support with Facebook ads for your marketing campaign:
Facebook Advertising Tips for a Successful Ad Campaign

 

But what if the social analytics are harder to track?

Sometimes, people will buy because of your social media efforts, and you might not realise it.

E.g., someone sees your social media campaign on your new bikes and goes directly into your (online) store instead of following the tracking link on the post. There are workarounds, but we understand that tracking some posts is more difficult, which is why our next blog is on understanding brand awareness. Keep an eye out…

Putting It All Together

Measuring your social media sounds like an enormous task. But by breaking it down, you can understand what will help your campaigns and how to measure them for the best results.

Overall, you can measure the success of your social media campaigns by setting your conversion goals, tracking the conversions, adding a financial value to each conversion, and measuring the overall benefits you get from your content.

If you need further support, check out our other blogs below or email us at hello@motorcycle.marketing to find out more about our social media marketing support.

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Getting the Most Out of Reels for an Engaging Instagram

Getting the Most Out of Instagram Reels Blog

Getting the Most Out of Reels for an Engaging Instagram

You may have heard that Instagram reels are all the rage, but can they really help your business? Well, Instagram gets a crazy amount of traffic with 1 billion users who spend an average of 30 minutes a day scrolling. 80% of users also use Instagram to help them decide if they want to buy something. No wonder why there are 25 million business profiles worldwide. So, what about Instagram reels specifically? How can they help grow your bike brand?

Reels are Instagram’s fastest-growing feature according to Meta and reel ads are currently reaching as high as 10.9% of the total population over 13 years old. So now we know the reach of reels for your business, let’s explore these tips and tricks on how to use them. (We also have included some high-engaging ideas for your motorcycle reels!)

The Reel Basics

1) The Content

First, you need to work out what you want to share. You can either record the reel directly from the app or upload a pre-edited video.

2) Find the Reel Button

Click on the reels button to begin crafting your reel. It looks like a clapperboard image with a play symbol in the bottom row. Then tap the camera icon in the top right.

3) Start Recording

Here’s the fun part… Record your video by holding the Record button or choosing from your existing camera roll in the bottom left.

4) Make Your Reel Stand Out

Choose the music, length, speed and effects that you want to make your Reel stand out. You can choose individual parts of songs too if you find an audio clip that takes your fancy. You can check what audios are trending by seeing what other audio Reels are being published on the Reels tab.

5) The Final Checks

You are nearly there. Make sure you always preview your reel and make any changes if you need to. Remember to add a caption, hashtags and links. Also, you can post it to your story to increase the view count.

Our Top Tips

Now it’s time to look at how you can get the best results from your reels…

1) Work Smarter Not Harder

If you’ve already created something like a YouTube or other video, don’t be afraid to repost it as an Instagram reel. This helps you reach a wider audience and cross-promotion is always beneficial.

2) Follow Trends

We don’t always know why things are popular but riding that wave quickly while it’s relevant can often give your Reel additional exposure. Some people look for all uses of specific audio clips or effects, so if your Reel is using a popular one it’s likely to get more traction.

3) Be Attention-Grabbing

Reels are short-form content in the same vein as TikTok and YouTube Shorts. These capitalise on short average watch times and attention spans. If your Reel isn’t engaging in the first few seconds, it’s far more likely to be skipped for the next one.

4) The Best Time to Post on Instagram

Posting at the right time maximises the chance of people seeing it. While this varies based on demographic and interest groups, here is a great guide to follow just to get started:

  • Monday: 6 am, 10 am, 10 pm
  • Tuesday: 2 am, 4 am, 9 am
  • Wednesday: 7 am, 8 am, 11 pm
  • Thursday: 9 am, 12 am, 7 pm
  • Friday: 5 am, 1 pm, 3 pm
  • Saturday: 11 am, 7 pm, 8 pm
  • Sunday: 7 am, 8 am, 4 pm

5) Don’t Overdo It

Try not to fill the screen with text or effects as this will draw away from your visuals and lose people. You’re advertising your business, so make sure what you want to show is visible and not hidden. You can put details in the caption below by keeping it as simple as saying: “Check the caption below for details”.

6) Quality Over Quantity

Make the best use of the time and real estate on the screen. We mentioned not putting too much text in the last point, so make sure to only provide vital info. Remember that you need to get across your message concisely and efficiently.

Reel Ideas for Motorcycle Brands

Now you’re an expert on Reels, let’s go through some engaging examples for your bike brand:

  1. If you make motorcycle leathers and clothing…
    Why not do a light-hearted modelling session?
  2. If you host and promote motorbike shows and events…
    Why not share some footage from the last event?
  3. If you’re a tyre company or produce other motorcycle parts…
    Why not show how quickly a bike can brake with your tyres or other benefits of your products?
  4. If you wrap or paint motorcycles…
    Why not show a super-satisfying time-lapse of your process?
  5. If you build or sell motorcycles in your factory or dealership…
    Why not do a quick factory/dealership tour and meet some of the team?

Now you know the importance of using Instagram reels for your business. It’s no surprise why 67% of marketers use Instagram to promote their brands and gain engagement.

We look forward to seeing your reels pop up on our feeds!

If you need further social media support, check out our services here or contact us at hello@motorcycle.marketing.

P.S. Our founder Thalassa is currently on a trip through Europe with her Ténéré 700 and posted a Reel about the first part of her journey. Check it out here.

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Facebook Ad Best Practices: 6 Advertising Tips for a Successful Campaign

Motorcycle Marketing - 2022-05 Facebook Ad Best Practices

Facebook Ad Best Practices: 6 Advertising Tips for a Successful Campaign

Facebook ads aren’t dead. It has 2.89 billion monthly active users, and for ads specifically, there has been a revenue increase of 56% since last year, and this figure is only growing. The platform holds for over a quarter of all online spending on ads, which places it above Amazon ads.

But, starting a Facebook ad can feel confusing, which is why we have gathered our 6 tips in 3 easy sections: the basics, the actual ad and further advice. Let’s get started…

The Ad Basics

1) Knowing Your Facebook Audiences

Before you start your Facebook ad campaign, you need to know who you are targeting. This means knowing who your audience is and what they are looking for. You can get this information from researching your current customers, competitors, and your Facebook ads audience insights.

The platform will give you options for a core audience, custom audience, and lookalike audiences. It will ask you to target locations, connections, behaviour, interests and demographics like gender and age etc.

2) Finding an Appropriate Budget

One of the biggest mistakes people make is setting a massive ad budget that is not realistic. You need to know the details of who you are targeting first to have a successful campaign, and then niche your audience down so you aren’t being too general.

So, how much should your advertising on Facebook cost?

Your ideal budget depends on your marketing objectives, the size of your business and what your maximum spend is. You don’t want to burn through your whole budget, and you don’t want to spend hardly anything after you have thoroughly researched your audience and made your engaging creatives.

So, use an excel sheet to work out your maximum spending to acquire new customers, and then make sure you also add in what you could afford to lose if the first ads don’t go as well as you planned while you are figuring out your audience.

The Physical Ad

3) Communicating a Clear Message

Your Facebook ad copy should be clear, concise and adhere to a good copy to creative ratio. Even though Facebook will now accept images with more text than their 20% ratio rule, you will be paying more for more text and Facebook will limit your reach.

The ad messaging also should not be deceptive in any way. Don’t buy into this click-bait method as you will annoy your customers and you could even get penalised by Facebook too. Instead, make sure your message is clear and concise and don’t forget to always check your spelling.

4) Setting a Facebook Call to Action

The best Facebook ads have great ‘Call to Actions’ for their customers. The default for Facebook CTAs is ‘Learn More’, but you need to review this to see if this action will help your campaign.

Any online ads have the potential to come off as spam thanks to their showy predecessors that demand people to ‘Act Now’. To avoid this, you can gently encourage them to engage with your brand through a well-chosen Call to Action. Every customer sits at a different point on your customer journey, and not everyone will click on a buy a ‘Shop Now’ CTA for your launch of brand-new motorcycle jackets. Instead, use an action like ‘Learn More’ or ‘Open Link’, and make sure this action aligns with your campaign objective.

Further Ad Tips

5)Experimenting and Facebook Ad Testing

Your ad needs constant monitoring to get conversions of leads to customers. A/B testing on Facebook ads lets you alter parts of your Facebook Ad, so you can compare 2 ad campaigns with different lengths on captions or change the Call to Action. Don’t be afraid to experiment. Facebook video ads, for example, have been reported as having 95% of the brand messaging being retained by people compared to text-only ads. Just remember to test one variable at a time though to understand what your audience is reacting with to support your further marketing campaigns.

6) Retargeting and Converting Leads

People need to see brands repeatably to decide if they want to buy from them. You can use this to your advantage by retargeting ads to people who have already engaged with your business. Facebook Pixel, for example, lets you monitor your current audience, and it creates a custom audience from the people who have visited your website by placing a piece of code on your website to track your traffic and advertise directly to them. You can also retarget using Facebook SDK as a developer or your CRM system.

Re-targeted Facebook ads are a great way to increase conversions from leads to sales and help you gently get someone on a customer journey with your brand. A good figure would be to use the last 30 days of data to target your site visitors with your Facebook ads.

Creating a Facebook ad campaign is a high-engaging way to target your ideal audience and convert people to sales. It’s no wonder why 93% of social media marketers use Facebook adverts.

Now that you've set up your Facebook campaigns correctly, the next step is to monitor and fine-tune them. And for that, you need to measure them. Continue reading our article on How to Measure Your Social Media Campaigns.

If you need support with your social media marketing or further advice on the dos and don’ts of Facebook advertising, contact us at Motorcycle Marketing through our contact page.

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5 Ways to Optimise Your Business Instagram Profile for Maximum Engagement

5 Ways to Optimise Your Business Instagram for Maximum Engagement

5 Ways to Optimise Your Business Instagram for Maximum Engagement

There’s a reason why motorcycle brands use Instagram in their social media strategy. Instagram content builds engagement with your business. The higher your engagement is, the more Instagram will boost your content and profile to show it to more people. But how do you increase engagement?

In 2022, 90% of people follow at least one business and 50% of users reported visiting a website to buy a product or service after seeing it in an Instagram story. With 3.76 billion visits every day to the platform, you can’t afford to miss out on marketing your brand on Instagram. But to reach this market, you need your engagement on Instagram to be high and too many people focus on the content they produce and forget about the Instagram profile itself.

So, here are our 5 tips to optimise your profile for great engagement:

1) Optimise Your Profile Picture

One of the most underrated parts of a great business Instagram is the profile picture.

Let’s look at the 3 ways to improve it:

Be Instantly Recognisable

We would suggest using your logomark (logo without any words) to represent your business. Although your full logo or Mascot might be great, having a logomark is perfect for the desktop profile picture dimensions that Instagram has (only 110x110 pixels!)

Don’t Frequently Update It

If you change your profile picture too frequently people may not recognise you/your business and scroll past your content without realising.

Complement Your Brand’s Aesthetic

This goes for your profile picture and all the visual content you post. Make sure there is consistency in your colour palette and the mood of your brand.

2) Optimise Your Bio Content

You should make sure your name is listed and not your Instagram username as it will be harder to find and identify you. Your business profile should also be easy to scan-read. You can break up the information with line breaks or emojis. This makes it easy to convince people to follow you as they get the information fast. However, you need to consider your accessibility when using emojis. Emojis will disrupt any assisted technology like speech-to-text. Only use a couple and consider whether they it will alienate any of your audience.

To create a line break instead, go to ‘edit profile’ and in your Instagram bio and tap Return.

For Instagram bio ideas, make sure you describe what your company does, have a link, contact information and the category the company comes under (e.g., Shopping & Retail for a motorcycle clothing brand). To further the specifics of your business, here’s a tip to further modify your business category:

On ‘edit profile’, find the business information category section, click the category and then subcategory from the drop-down menu.

3) Optimise With Keywords

Keywords are like hashtags for getting you more visibility.

You can triple your searchability scores by using a significant keyword after your company name. Your business will appear when users use keywords to find content even though your username might not contain them. Pick a keyword/s that makes sense to your brand. You can do this by doing quality research into knowing your audience and looking at similar accounts. For example, put ‘scramblers’ or ‘tyres’ after the name of your shop to pull that traffic to your page.

4) Optimise With Hashtags

You can add relevant hashtags to your bio too. But be careful not to overuse them or use popular ones. Putting popular hashtags in your bio like “motorcycles” or “social media” will not help your searchability. These are too general and will send people away from your content as they are heavily used by others. Pick 1 (or 2) hashtags like your branded hashtag or one that is relevant to a current campaign/event to build awareness through your bio.

5) Optimise With a Call-To-Action

Remember to add a ‘call to action’ to lead people to your store or other accounts. This is important as the external link will support the goal of your social media strategy. (E.g., Driving them to your website.) A pro tip is to only pick the contact options that directly link to this social media strategy. Having too many options will stop people from viewing all of your description as they must click ‘More’. This extends their customer journey, which could lose them.

Instagram has one space for an external link as it likes to keep you on the platform. Linktree is great for solving this issue as it hosts many links through a landing page on your bio. Your followers can access your newsletter, blog post, giveaway, YouTube channel and online store. Or a fantastic way to get people to frequently check your page is to use this space to regularly update the link to your latest motorcycle event or giveaway.

There are many things you can do to get an engaging Instagram profile for your business. Reviewing your profile picture, core business information, keywords, hashtags, and links will drastically improve your business on Instagram and help your engagement.

If you need support with your Instagram, visit us at Motorcycle Marketing to find out about our social media services.

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Hiring Freelancers: Better Than an Employee?

Hiring Freelancers

Hiring Freelancers: Better Than an Employee?

You know the importance of being visible online and connecting with your followers through great social media posts, influencer marketing and other content. But with the risk of freelance agencies prioritising other clients and the costs of employee hires, which is better for your motorcycle brand?

Let’s explore the pros and cons of outsourcing vs hiring:

The Advantages of Hiring a Freelancer

Time and Cost

The main difference between freelance and employee marketing experts is that you pay for singular projects at a specific rate instead of monthly wages. Freelancers cost much less than employees as a result. You only pay for the work freelancers complete and they tend to be quicker to complete work since they must keep clients coming back for great content.

Comparatively, employees’ downtime on the job is huge. The average employee is only productive for 2 hours and 53 minutes a day, despite you paying them for 8-9 hours of work. A network of freelancers, however, are more productive due to no commutes, flexible hours and fewer distractions, such as chatting with co-workers, searching for new jobs and other massive time sucks that interrupt office workers. Hiring a freelance agency that relies on high productivity to bring in their full-time income means you get great marketing for a better price.

The Small Business Administration found that hiring a full-time employee is much more costly than expected too. The real cost is 1.25-1.4 times more than a salary and bonuses. Payroll taxes, insurance, training and other expenses are all added on top, and this could really impact any business and especially a budding start-up.

Also, hiring a permanent position takes up a lot of time. Freelancers are easier to find and sometimes you can get a project agreed upon within 1-2 weeks or even 48 hours depending on their schedule. Your HR team won’t be pressured to fill the marketing role, which can sometimes take several months to complete.

Quality of Work

When you bring a freelancer team into your marketing strategy, you are not limited by your local talent market. You can connect with freelance specialists from any location too.

Plus, to keep up with the marketing and motorcycle industry, these freelancers are more likely to produce higher-quality work than your average in-house employee. Freelancers must be more aware of new trends and skills to keep attracting projects, and this additional training need is only getting bigger after the shifts in the way we work post-pandemic.

A network of freelancers also has greater pride and satisfaction than in-house marketers. A recent IBM study found that freelancers are more engaged than most employees, with another study comparatively finding two-thirds of employees as not engaged in the company that they work for. Freelancers, however, cannot afford this. Their whole livelihood depends on high-quality, productive work to maintain their client base.

Diversity

Though you can have diverse employee teams, having freelancers increases the variety of backgrounds and cultures even further.

These different backgrounds build a creative space where people can find new perspectives and approaches to your marketing content. This means faster innovation as your motorcycle brand will not only appeal to a broader audience because of their cultural differences, but make you more competitive in your market thanks to their unique marketing insights.

The Cons of Freelancers

To understand the outsourcing pros and cons fully, let’s explore some concerns when hiring a freelancer…

A Multitude of Options

You can get an overwhelming number of replies when you post a new project ad. Who do you pick? What if some of these freelancers exaggerate their marketing skills and capabilities if they are desperate for work?

Let’s break this down into 2 parts:

Firstly, don’t hire freelancers whose social media pages or websites cannot be found. You should review any past work or find testimonials from their clients to see how good the marketing professional is to support your brand.

And secondly, although you may get many responses to a project, it isn’t as labour-intensive as finding a permanent team member who must fit your work culture and will be much more expensive to employ than if you hire freelancers.

Misunderstandings / Missed Deadlines

You need freelancers who are motivated and efficient. Yet, there is a popular concern that hiring a freelancer/s could be more problematic because you cannot track a freelancer vs an employee.

To avoid any misunderstanding, delays or missed deadlines, make sure you are thorough when discussing the project. Asking them for content in an appropriate timescale will make sure you get the high-quality marketing content that you both expect.

And, remember that you don’t have to supervise a freelancer/freelancer team as they are highly qualified independent workers.

Company Loyalty

One of the top reasons businesses think about choosing an employee over a freelancer is down to brand loyalty.

Freelancers sustain their own business by taking on projects from other clients. This can be seen as a weaker business relationship as there’s less company dedication for the freelancer vs in-house employees. Not to mention how they prioritise their urgent project deadlines.

But freelancers are multitaskers. With an extremely high engagement rate; 76% of full-time freelancers are satisfied with their work, with 69% being happy with their pay in 2021.

They create marketing content for multiple businesses because they love it. For example, Thalassa, our founder and social media strategist, has several clients she has worked with on a regular month-to-month basis since 2016! She has brought this same dedication into our network of remote freelancers here at Motorcycle Marketing.

The best freelancer teams work with you because they are eager to support your company. Although they will have other client commitments, they won’t want to go elsewhere if you keep them engaged enough in your brand with exciting work outlines and pay their market rate.

The Takeaways

Statistically, there are more benefits of hiring freelancers than employing someone in-house to do your marketing­­. A freelance marketing agency will be easier to find and make your awesome team more diverse. (Not to mention the lessened risk for start-ups too when you are fleshing out your work culture.) It is an overall shorter process and doesn’t involve the extra employee costs such as insurance, and other hidden expenses like training. Freelance marketing experts work independently, and they are specialists in the marketing field.

Why not join the over 90% of other companies that are utilising and building freelancers into their daily tasks?

Contact us at hello@motorcycle.marketing or check out our other blogs for more content marketing, social media or influencer marketing support.

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Do Blogs Need SEO?

2022-02 Do blogs need SEO

Do Blogs Need SEO?

You have probably heard of SEO or ‘Search Engine Optimisation’. It has become a buzzword in the marketing world with business owners who want to get their websites seen. A big part of this optimisation process is understanding keywords for SEO. But are keywords still relevant in SEO? Are they necessary to create a blog article that sells more of your motorcycle tyres or that next cruiser?

Let’s find out… 

What is SEO?

SEO is when you optimise your website/blog content for the search engines to get more of the right people to see it.

When someone types/speaks something in the search bar of Google, for example, it will bring up any pages it thinks will be useful on the topic. It will find ads (PPC) and organic results on the search engine results pages (SERPs). What we will be talking about here are organic results, which appear just below the paid ads.

These search engines use ‘crawlers’ to collect information on the content that they find. They follow the links in the pages found and use this information to work out how this page is connected to others in its database. The main goal of the search engines is to bring up results that are relevant to the user’s query or topic.

But how does that relate to SEO blogging?

If 99% of customers have searched for a local business online in the last year, you want to be creating great marketing content to appear to be high in the results pages to access these new customers.

This is where SEO content comes in.

There are many SEO practices you can do to achieve this, such as improving your headline and mobile responsiveness etc…, but one of the best places to start is by using an SEO keyword strategy.

What are SEO Keywords?

SEO keywords are words that people use in the search engine to answer their questions. If you know what people are searching for, you can get your content in front of their eyes and avoid talking to the wrong people who have no interest in your business.

You can use keyword research tools, like SEMrush to find out what terms people are using. When choosing SEO keywords, there are plenty of free and paid keyword research tools out there. They will tell you different information like the difficulty to target certain phrases, as well as the popularity of these terms. How you choose keywords for SEO depends on your goals and your specific audience.

So Do Blogs Need SEO?

Organic SEO has a great effect on the visibility of a business.

Compared to PPC ads, for example, organic SEO has a much bigger return on investment. 70% of marketing experts when surveyed agree that search engine optimisation creates more sales than paid ads.

Let’s put it this way, the same survey tells us that Google will create 3.5 billion searches every day through its algorithm. And if over two-thirds of all clicks on the search engine results pages go to the top 5 results, will your business get any of this traffic?

You need your blog content to be seen as valuable and accurate as this will rank you higher and get you more exposure.

But wait. SEO keywords are not more important than your human audience. 

Many people get caught up in SEO content and end up ruining their ability to get new customers. SEO keywords are crucial to getting your blog marketing efforts seen, but you should never place it above communicating with your audience.

Some keyword research will take you away from the context of the article topic and your niche. Your knowledge on a topic outweighs the reach and results you could ever get from stuffing your blog article with SEO keywords.

Google will also award you with a heightened position on the SERPs if it sees that people are engaging with them. It will be seen as a relevant source of information due to factors like their longer dwell time on the page.

Summing Up

SEO blog writing will help you get more customers as it increases your visibility on search engine results pages, which will drive the ideal people you want to target to your website and blog.

It’s no wonder why 61% of marketers make increasing their SEO their top marketing goal.

But, although having SEO optimised content is a critical part of a business’s exposure, you must prioritise your niche and always look to talk to the humans reading your blog articles.

The most successful blogs have a great balance of knowledgeable people writing on topics they understand and who rely on SEO keyword research (and other SEO practices) to help further their reach.

If you are looking for SEO experts who know marketing and motorcycles, check out our content marketing services here. 

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