Interview with Angela Allan, Founder – Mads Buzz

Interview with Angela Allan, Founder - Mads Buzz
Interview with Angela Allan, Founder – Mads Buzz

Being one of the pioneers in digital marketing you have helped many professionals and CXOs to solve their digital marketing challenges. What are some of the common challenges that the companies are facing across industries?

My clients come to me with many challenges, and the most common ones I hear are not getting enough quality leads, not making enough sales, and wanting to automate operations processes, like customer service.

I take their problems on board, and I work with them on a strategy that will be personalised to their business and their goals. I really want to understand the soul of their business and what they want to achieve. I love helping clients outsmart their competition by being an early adopter in the digital space, and win more business (and more profits, too!).

How long its been in digital space?

I have been in the digital marketing space for almost 5 years. Before that, I was a journalist for Rolling Stone, FHM Australia, and Australian Penthouse before making the switch to ad agencies when content marketing took over.

What was the most challenging aspect of faced in the early stage of “Mads Buzz”? And which KPIs should be monitored in the beginning?

I started my business as a side hustle when I was 19. I was working as a journalist at 20, and took on odd copywriting jobs here and there, which continued as my career changed trajectories, and I worked for ad agencies and large companies both client-side and in-house. So I didn’t really have a framework or KPIs to measure, as I did those for clients.

With my business now, I am looking into scaling it and ensuring my brand is getting out there, as I realise with any digital field once it becomes commonplace, the competition is tougher, so the only way to sustain a successful business is through a trustworthy brand that does good work and gets results.

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How do you see Chatbot and Facebook ads is impacting enterprises in Australia? What are the top trends you see are entering the marketplace?

In Australia, there are very few companies offering Messenger chatbots. To put it in perspective, the software we use is called ManyChat; there are 3.6% ManyChat accounts worldwide, and less than 1% of those are Agency Partners who create chatbots for clients (of which I am one). As Australia is more than 80% small business, if businesses were to become early adopters of this technology, it would put them in the top 1% of their industry, and they could take advantage of both Messenger and Facebook Ads while they are still underpriced.

I’ve seen a shift towards more raw, authentic conversations on all platforms. Everyone is realising we no longer have to be picture-perfect, but real people offering real stories. Storytelling is such a powerful medium and it should definitely be included in your social media strategy.

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Video content has become the most popular part of a Social Media Campaign. Nothing is as much catchy and attractive as video content is. What kind of content must a marketer highlight garner maximum attention of the viewers?

Video content when used in Facebook Ads can have the highest rates of conversion, plus you have the ability to retarget viewers based on the percentage of the video they’ve viewed, which is a wonderful tool to boost your client’s brand awareness and campaign reach and effectiveness.

In terms of creating videos that have the ability to go viral for use in organic posts, I did a 60 Day Video Challenge for LinkedIn, and wrote about my findings in an article here.

I found the most important things for video, especially on the LinkedIn platform as it has the highest organic reach:
  • Keep your videos to one to two minutes. Captions don’t matter too much if you don’t have time to upload to Rev.com, but remember that 85% of people watch videos without sound.
  • Mention sensitive topics, like gender, getting fired, job search tips, or whatever would be an interesting topic for your audience.
  • Talk about topics that are relevant to your audience.
  • Use good hashtags, and limit them to 5.
  • Be polarizing.

How is online marketing different today than it was just a few years ago?

Online marketing is constantly evolving. Even two years ago, there was no such thing as a Messenger chatbot (well, not an intelligent one anyway!). Facebook Ads had a different strategy. Instagram didn’t have Stories and the algorithm was different. Snapchat was just a newbie and TikTok was still Musical.ly.

Fast forward to today, and we are in a much more competitive landscape. The one thing I ask all my clients to remember is attention is valuable. If a campaign can put you in front of the right people and get them into your sales funnel, that is winning half the battle.

I refer to the mere exposure effect – it can take up to 20 times for someone to see you before they are familiar with you and that’s even BEFORE they are willing to purchase from you. Everything we do for online marketing has to close that gap so your target audience is more inclined to buy from you, and it requires a darn good strategy.

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Everything we do for online marketing has to close that gap so your target audience is more inclined to buy from you, and it requires a darn good strategy. Click To Tweet

What are those 5 crucial social media marketing trends you see for 2019 that someone should follow?

LinkedIn for B2B

Gary Vaynerchuk is spot on about LinkedIn when he says the platform is like Facebook was in 2011. This is so true. The organic reach and the ability to go viral is much more likely on LinkedIn. If you are B2B, you need to be on LinkedIn because it is less competitive than Facebook or Instagram. Start by engaging with conversations that influencers are having, then start slowly with one minute videos on a topic that interests your audience.

Tip: see what other people are creating on there, so you have an idea of what’s working.

If you are B2B, you need to be on LinkedIn because it is less competitive than Facebook or Instagram. Click To Tweet
Video content

Create videos with captions – it’s a great way to build a personal brand, and build rapport with your audience. People buy from those they know, like, and trust. As I mentioned earlier, storytelling is so powerful.

People do business with people not logos, so don’t be afraid to put yourself out there.

Instagram Stories

Following on from video, this is a great way to reach more people. Use hashtags, location tags, and mentions, to extend your reach. You don’t even need to create content for Stories, you can just document your day. You wouldn’t believe how many people connect with you on that level (it worked for me!)

Facebook Messenger Chatbots

I want businesses to pay attention to what is happening with Messenger. At F8 in 2019, Mark Zuckerberg said that if he were to create Facebook today, he would focus solely on messaging. This is a BIG deal. Facebook Messenger chatbots help businesses in three ways: Sales, Marketing and Operations. They really are a great investment in your business. Click To Tweet

Nano and micro influencers

It’s no secret I’m not a fan of influencers who don’t treat their platform as a business. However, I do feel that nano and micro-influencers –  these are influencers with fewer than 10k followers – can offer companies bigger rewards due to their connection with their own followers, and the ability to directly communicate with their audience (their engagement rates are 60 times higher) as it’s not as large.

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With a well-executed influencer strategy and a good contract with some direction for the influencer, the campaign can really be beneficial for both parties – you both get content, you reach an audience through an “organic” means, and these influencers charge a fraction of what the macro influencers do.

(Full disclosure: I’ve also done influencer posts, unpaid, product only)

Content vs. Technology innovations in Social Media – what do you think is the current strength of the social media market and where do you think we lack expertise currently?

I think the strength of the social media market lies in innovation and integrity. I have clients come to me who have worked with big agencies and they are appalled at the lack of service, innovation, and creativity. When I work with them, they are amazed at the way we can turn around quality campaigns that really address their target market.

There is a lack of understanding from companies about the need for becoming an early adopter, and there’s also a lack of education around those agencies who offer “only pay us if you get results!”. Every Facebook Ads campaign should get results. The problem is people think they can run Facebook Ads after doing one $2,000 course and it’s almost like a get-rich-quick scheme. This isn’t how it works.

For Messenger bots, the space is growing, so because we are early adopters of this technology and I offer it to my clients, I am able to build trust and a relationship with them, so that we can grow together and make their business a success.

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What message or piece of expert advice would you like to convey to our audience in terms of Startup and Digital Marketing?

Create content and engage in conversations on platforms. Don’t get so lost in client campaigns and creating content for your clients that you forget to create content for yourself to ensure you can grow and scale your own business. I can’t stress this enough!

You don’t need to be active on every single platform, but you do need to be aware of the platforms and how they work and be able to identify opportunities as they arise.

What are your life and leadership mantra?

Oh, that’s an easy one. This is for both: Well-behaved women seldom make history – Laurel Thatcher Ulrich.

Thanks a lot, Angela Allan for sharing your valuable journey.

We really appreciated this remarkable answers!

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