How to measure the impact of your marketing – and get great results

How to measure the impact of your marketing – and get great results

Measuring the impact of your marketing campaigns is good for your business – and is essential. Whatever form of marketing you use, including social media posts, e-newsletters or other forms of communication, setting clear goals and targets is crucial. Why is it so important – and what simple steps could you follow to get positive results?

Assessing what works and what doesn’t is at the heart of any proper evaluation. Customers will respond differently according to the marketing channels you use and the messages you communicate; without clear goals and outcomes it is extremely difficult to determine whether a campaign has been successful or is giving you the return on investment (ROI).

So, understanding the customer behaviour that you are trying to influence is a first step; how they do their research, think or feel about a product or service, for example.

Once you understand this decide on what you are seeking to measure. Are you looking to raise awareness of a product? Alternatively are you attempting to increase engagement through social media….Boost traffic to your website…. Or get more followers onto your Instagram, Facebook or Twitter accounts? Each of these will require different metrics to assess whether or not you are hitting your target.

With the goals and outcomes established you can use a variety of different tools and databases to record the data, such as Google Analytics, Facebook Insights and others to monitor performance on an ongoing basis or for specific campaigns.

Measuring impact is not simply for research – it will improve your future marketing campaigns and result in more sales and better productivity. If you would like to find out more, please get in touch.

PeppaWeb Marketing is a Digital Marketing Agency based in the Dordogne. We help businesses to establish their digital presence and with ways to attract more traffic which we convert into contacts and sales. Contact us today for a free, no obligation chat about growing your business.
Tel: +33 (0)5 53 07 30 46
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Facebook runs tests with new algorithm – soon you might need to pay.

Facebook runs tests with new algorithm – soon you might need to pay.

Facebook is testing a new feature (EXPLORE) which puts a stop to posts on your Facebook page appearing in the news feed of your followers.

In the beginning, when you posted an article or update to your Facebook page that has say 1000 followers, you could be pretty sure that 650 (if not more) of your followers would see it.  Sometime ago, Facebook reduced that to 230 followers who would see it.

With this latest announcement, Facebook is testing clearing out all business page updates from the newsfeed and moving them over to EXPLORE (a separate space with post from pages you follow and don’t follow, new articles etc.)

Businesses wanting to appear in the news feed of their followers can still do so through Facebook paid adverts.

The test is being run in Sri Lanka, Bolivia, Slovakia, Serbia, Guatemala, and Cambodia. If it receives a positive reception, then it could very well be implemented here in France.

PeppaWeb Marketing is based in Dordogne, France and helps businesses with their digital marketing needs. These include running advertising campaigns on Google and Facebook amongst other channels as well as new websites. If your business needs help finding new business on the internet, please get in touch. We can be contact by email or by phone +33 671 93 38 77 or you can visit our website:

What’s happening with LinkedIn?

What’s happening with LinkedIn?

LinkedIn is a business social networking service. It was launched in 2003 and currently has 465 million accounts (of which 106 million are active). If you are looking for staff it is a treasure trove of potential candidates. If you are wanting to sell something, it offers a great resource to find prospects.

In 2015 it generated over 3 billion dollars in revenue but unfortunately made a $ 160 million loss! In December 2016 it was taken over by Microsoft for a cool $ 26 BILLION cash buyout.

An immediate change appeared in January 2017. The user experience of LinkedIn was changed to copy that of Facebook. LinkedIn was criticised in the past for being a bit complicated to use.  The new look and feel have been well accepted as a positive step forward for the platform.

Networking on the platform

After opening an account, users are encouraged to complete their profile listing their education and job experiences. They can solicit references from co-workers which are published on their profiles.

The key objective is to connect with other professionals who you have worked with and in so doing create a professional network. Connected professionals can send emails to one another and be called upon to introduce each other to clients, customers or colleagues.

A popular feature is the various groups that members can join. By joining a group which aligns with your core competencies, members can make their voices heard and their names well known.

Advertising on the platform

Any business can have a free company page on which you can post long form posts telling your companies story and positioning yourself as the thought leader in your industry.

LinkedIn extends their free offer to include Showcase pages which allow companies to highlight different brands they offer. If people are following your company or showcase page, then the posts will pop up in their timeline.

The 4-1-1 Rule

“For every one self-serving tweet, you should retweet one relevant tweet and most importantly share four pieces of relevant content written by others.”

Paid advertising on LinkedIn comes in the form of:

  • Sponsored Content – allows your content (articles, videos, slides) posted to your company page to pop up in people’s timeline beyond those that follow you. Your messages can be brand awareness or call to action.
  • Sponsored InMail – deliver targeted, personalised messages and content straight into your prospective customer’s inbox.
  • Display Adverts – animated banners served up according to your targeting.
  • Dynamic Adverts – automatically add user profile photos to make adverts personalised
  • Text Adverts – small text adverts that appear on the right of the user’s timeline.

  LinkedIn Pulse

An app that gives access to articles from over 750 publishers. Allows you to access tailored news based on your interests. A bit like your personalised daily newspaper delivered to your inbox.

If you haven’t already, why not download the app from the App Store for LinkedIn and LinkedIn Groups and get networking.

PeppaDew Marketing is a Digital Marketing Agency located in Dordogne France. The agency helps businesses with establishing a presence on the internet through brand development, creating websites, setting up social media channels and being found on the search engines. The agency helps companies find new customers though Search Engine Marketing and Social Media Marketing. For a confidential chat about your digital footprint and strategy email us on or visit our website

Snapchat – What’s it all about?

You should now have seen the Snapchat logo somewhere. It looks like something between a “monster munch” and a Pacman who is scared on a yellow background.

The idea came from a few students from Stanford University (where else?) Who designed an application that allowed users to share images that were short-lived and with self-deletion. This then evolved to include messages and video.

By November 2015, application users were sending 6 BILLION video views per DAY!

The majority of chat users today are millennia (born in the 2000s). It was assumed that Snapchat users have apperced the privacy / security feature of images and self-deleting messages, but research has shown that most people use the application because it is fun.

Another reason is the “ephemeral nature of ephemeral encounters” compared to applications like Facebook where you build a permanent material chronology.

So, as a company, if your target market is people aged 17 to 30, (in America Snap cats reaches 41% of all 18-34 year-olds each day) Snapchat could be a social media service to use .

Their products are:

  • Snap Ads
Advertise in a Snap, the best mobile video ad.
Snap Ads offer the best in mobile video ads with the choice to add an interactive element below. Snap Ads always begin with an up to 10-second vertical, full screen video ad that appears in the context of other Snaps. You can also give Snapchatters the choice to swipe up and see more, just like they do elsewhere on Snapchat. Swiping up reveals extended content like a long form video, article, app install ad, or mobile website.
  • Sponsored GeoFilter
Be seen and sent by Snapchatters everywhere.
Sponsored Geofilters are tiny pieces of art that always make an impression. When Snapchatters in the location(s) of your choice take a Snap, they’ll be able to see your Geofilter and use it to explain where, when, and why they took the Snap. Whether your campaign covers a specific location, a major event, or every mall in America, Geofilters uniquely allow brands to take part in the hundreds of millions of Snaps sent between friends each day on Snapchat. In the US, a single National Sponsored Geofilter typically reaches 40% to 60% of daily Snapchatters.
  • Sponsored Lenses
The most playful way to make an impact.
Sponsored Lenses offer a completely new take on brand activation, offering not just an impression, but “play time” — the time Snapchatters spend playing with the interactive ad you’ve created. To activate Lenses, Snapchatters simply press and hold on their faces. Some Lenses include prompts like “raise your eyebrows” to trigger an animation, adding a fun twist to the experience. And when you’re finished playing, it’s easy to send Lenses to a friend or post one to your Story. On average, Snapchatters play with a Sponsored Lens for 20 seconds.

Brands can create accounts on Snapchat (on mobile) for free and create a community of users who follow them. As an example, if you download the snap chat app, why not follow “vendeeglobe2016”

Today, Snapchat adverts cannot be bought directly. They are sold by third parties divided into Ads Partners and Creative Partners. Unfortunately, the costs are prohibitive for small businesses. Snap chat currently charges $ 50 000 per day for SnapChat Discover and $ 450 000 per day for Sponsored Lenses.

Finally, the rise of Snapchat has not escaped the attention of Facebook. In December 2016, Facebook launched a new in-app camera for selfies with features including photo filters (just like Snapchat geofilters) , masks (just like Snapchat lenses) and stickers (just like Snapchat stickers). It has also warned Page Admins it will delete Snapchat code images (the yellow QR images which you can scan to add someone to Snapchat) set as profile pictures. Facebook looks intent on snuffing out Snapchat. – is becoming free for all – is becoming free for all

Sirene is the official supplier of information about over 10 million businesses in France.

Until now to access this information was a paid service but as of the 1st of January 2017 it will be free. This is in line with the French government’s policy on making public information available to all.

So why does this interest us as a marketing agency?

Well, for example, if you wanted a list of businesses to call located in France, in the health industry with more than 100 employees – you were looking at a cool € 12000 initial charge for the 150 000 listings and an annual subscription of € 7500 to get monthly updates. Not anymore!!

If you have a marketing project in France, give us a ring for a chat on how we can help.