Should I Outsource Marketing?

Barefruit Marketing Meeting

Here are 5 reasons to outsource your marketing in 2021 and beyond.

Do you need a marketing team but can’t quite justify bringing on full-time staff? Even if you already have a marketing team, perhaps you need more time for high-level strategic and creative thinking. Maybe you need additional expertise and resources for a one-off project or other elements of your marketing plan? Businesses, small and large, outsource their marketing activities to agencies to do more with less resources.

With more and more businesses outsourcing their marketing, let’s look into why it’s such an attractive option.

1. Access to expertise, resources, technology and unique perspectives
1.	Access to expertise, resources, technology and unique perspectives

By working with a marketing agency, you instantly increase your resources and capabilities for your business. Gone are the days of having an idea and not being able to execute it to the standard you’d like. When you bring on an agency to look after your marketing, you absorb their experience and expertise, as well as the technology and software they use. Agency employees are experienced in creative thinking, looking at the bigger picture and by being outside of the internal business, they bring unique perspectives to business solutions.

In-house marketing can be great, but usually you end up with a team who are all-rounders because you need them to do lot of different tasks. Agencies are able to provide businesses with people who are specialists in a particular area. Need a new brand video? An agency will have a videographer and a video editor. Need an ongoing digital campaign? An agency will have someone to look after your social media, someone for your Google Ads campaigns and someone else for your SEO strategy. These people are all experts in their field, so you know you’re getting the best of the best.

When you outsource your marketing, you instantly have the tools and the people to make your ideas come to fruition

2. You’ll save money
You'll save money

In-house marketing teams are expensive, not to mention the cost of the equipment, hardware, software and materials required to do the job professionally. When you consider the time invested in finding the right person for the job, recruitment, training and salaries, in-house marketing is quite a big investment. The average annual salary of a Marketing Manager in Australia is $90K (and that’s just for an individual). Instead, when outsourcing, your business can receive the support and expertise from an entire team of marketing professionals (top-level strategists, copywriters, creative directors, graphic designers, digital marketing experts, web developers and account handlers) for much less. Plus, an agency gives you flexibility; it’s up to you how much you want to invest, whether it be on an ongoing- or project-basis. 

3. Get things done, and faster
3.	Get things done, and faster

We get it, running a one-man show is a lot already. Employees and business owners, especially in small business, are often stretched for time, fulfilling their day-to-day responsibilities and operations. This leaves no time for strategic thinking, creative concepting, development and production of campaigns, let alone urgent advertising deadlines and ongoing digital marketing.

Sometimes it can take time to get the ball rolling on campaigns and other marketing activities when you’re doing it all yourself. If an order comes up or you’re slammed with organising a market day stall, we know your promotional efforts will slip down the list of priorities. The thing is, they really shouldn’t, especially when you are busy. When you don’t have the time, an agency does, and the promotional activity will become a constant. In turn, you’ll increase your sales and revenue at a constant too.

4. Analysis and Reporting all done for you
Reporting

It’s one thing to run a campaign and engage in marketing efforts, but it’s another thing to analyse performance. Arguably, one of the most important stages in any marketing activity is the analysis of how it performed. Understanding consumer engagement and drawing insights from the data collected will inform future marketing direction and reveal the-all-important Return on Investment. Unfortunately, there is sometimes not enough time to pick apart the data in an in-house marketing team, which is why outsourcing marketing activities can really be valuable for businesses.

Ultimately, it’s better to get the experts in to analyse the data, especially when you don’t know what you’re looking for. Further to this, some analysis tools that agencies have access to are expensive and difficult to use without proper training. We’re not saying you can’t do it, not at all. However, it’s probably more convenient and resourceful to leave it to someone who knows what to do.

5. Strategic Direction
Strategic direction

Agencies are constantly reviewing their campaigns and investigating data because it’s in their best interest to execute successful campaigns for their clients. Analysis also informs how a campaign can be improved for the future, which in turn informs strategic direction.

Business and marketing strategy go hand-in-hand. Agencies work with many different businesses to, ultimately, help the business grow and this can involve high-level strategic direction. If you’re pressed for time or feel like you’re not sure what needs to be determined when it comes to business strategy, an agency can really help. They’ve got experience with helping businesses across all industries, and they do it all day, every day.

All in all, we’re all for outsourcing marketing, no matter the size of the business. Whether it’s handing over organic social media management to an agency or having them concept and execute TVC and radio advertising. Gaining access to a team of experts who are highly experienced across many different services at a lower cost than hiring one to two internal marketers is enough reason in itself to get in touch with an agency.

2020 at Barefruit Marketing

Barefruit in 2020

This is the last time we talk about 2020, we promise! Although it was a weird year last year, many lessons were learnt along the way. We’re looking back to 2020 to recognise and acknowledge our growth, our flexibility, our productivity and our teamwork (oh, and the funny times too!).

Full of hope and motivation for the beginning of a new decade, 2020 started off with a bang. Everyone was feeling refreshed for the new year after a break over the Christmas holidays. The bush fires that had devastated regional and remote NSW had finally come to an end and, truthfully spirits were high. Then came along COVID-19 and little did we know how much this virus might have on the world as we knew it.

As Australia’s cases rose, restrictions around the country tightened. Before we knew it, the Barefruit office closed, and we were all sent home to work on reduced hours. It was so difficult to see our many of our clients and local businesses really struggle through the first lockdown. Much of our work was put on hold, however our rebrand project for Korff Wealth continued on amongst a few other projects. This included the beginnings of Rafiki Zabibu wine...check it out here.

We saw the opportunity for Korff Wealth, a financial services boutique to roll out their rebrand while Australia was in lockdown. Why? Because more than ever before, Australians were turning to experts for financial advice. It was an exciting and challenging time for the Barefruit team, working over the phone and internet to deliver a rebranding project.

After 60 days at home, it was finally time for the kids to head back to school which meant we got to go back to the office. Thank goodness! It was unprecedented times for our clients, with business slowly starting back up in our town. We dialled up our flexibility to deliver a ‘Back2Business’ campaign, including coaching programs and marketing packages to generate new leads. We also worked to help our clients take advantage of government grants that were available for small businesses to use for marketing and communications. Our ability to capitalise on opportunities such as these was essential to the success we have seen in recent months, and we feel very proud about it.

Along came July and our pregnant Agency Manager, Cat, was due to have her a baby very soon. It was time for Barefruit to bring on a new employee to fill Cat’s position. And so, we welcomed Charlotte into an Account Executive position. We can’t quite believe that we were not only able to survive 2020 as a business, but we also were able to expand the team. In fact, we even needed to get Sara, our previous Agency Manager, back in for a day a week as Charlotte moved onto more and more client work. On 29 August, Cat welcomed her little girl, Bonnie, earth-side. The new Barefruit bubba has visited us a few times since, and she is absolutely gorgeous.

As business continued to improve in our local town, we were awarded with more and more projects from existing and new clients. In September, we helped North Coast Community College launch their new Primary Industries Training Centre. This was a major highlight of our year. We worked to organise a launch event for this new training centre and series of certificate III qualifications, while simultaneously creating media buzz and as much free publicity about it as possible. The event was a huge success with dignitaries, local publications and special guests all in attendance. From this, numerous articles were written about the new NCCC Primary Industries Training Centre, and NBN ran a feature on the local news the evening of the event. Read more about the fantastic day it was here.

The second half of 2020 really flew by. Before we knew it, it was Spring, and business was returning to normal in our regional town. Not to mention the onslaught of tourists from Sydney and Brisbane who greatly helped business in the Northern Rivers recover from the impacts of lockdown. We worked with artist Len Collins to set up a new website, multiple shoots for Tweed Holidays Parks took place, we worked with a start-up to create a company name and branding. We organised a Golf Day event with Northern Rivers Food in return for event sponsorship, continued ongoing work for all our retainer clients and saw our beer packaging design on the shelves of bottle shops. Recently we were awarded a TVC job for Raine and Horne.

After 414+ creative briefs, 500+ hours of pro bono work, 15 new websites and 15+ new branding projects we wrapped the year up, celebrating with a fantastic Christmas Party with Behind the Barrel. Thank you to everyone who made the year it was at Barefruit. We are forever grateful to be where we are today in 2021, thanks to the support of our staff, our clients and the local community.

Barefruit 2020 infographic

Apple’s iOS Update Will Change Facebook Advertising

iOS changes that will affect Facebook Advertising

Earlier this year at the annual Worldwide Developers' Conference, Apple announced product and policy changes that will affect how data is shared across iOS. Unfortunately, the limits this change places on advertising will disrupt the growth of small businesses and the free internet.

Don’t get us wrong, we are all for proactive privacy measures and data transparency. We believe in a world where personalisation and user privacy can coexist. In saying this, we aren’t too happy about the policies Apple is bringing in.

What will change

The new iOS 14 update will force people to opt-in for their data to be tracked on their mobile device and across the web. By opting out, Apple’s proposed changes will limit your ability to effectively reach, understand and engage people on their mobile devices and across the web. This will disrupt how you control who sees your ads, understand performance of your campaigns and draw insights of user behaviour. Overtime, you may see an overall decrease in ad performance and personalisation and an increase in cost per action.

Specifically, these changes will limit your ability to:

  • “Effectively deliver ads to people based on their engagement with your business”
  • “Measure and report on conversions from certain customers”
  • “Ensure that your ads are delivered to the most relevant audiences at the right frequency”
  • “Accurately attribute app installs to people using iOS 14 and later”
  • “Predict and optimise cost per action over time and efficiently allocate budgets” (Facebook, 2020)

 

In summary

The changes to policy in the iOS 14 update will make it harder for small businesses to reach their target audience. This limits growth and ability to compete against the bigger players. It’s important to note that Facebook advertising isn’t (and shouldn’t be) the only driving force for selling online, gathering leads, building brand awareness. It is essential to create integrated campaigns across multiple platforms so that messages reach consumers in many areas of the life, not just online.

What you can do to get ready for the change

If you plan to deliver as for conversion events on your website (you can read more about this here), you may need to verify your website's domain to avoid future disruptions. Domain verification should be prioritised for domains with pixels used by multiple businesses and personal ad accounts. If you plan to deliver ads for conversion events that occur within your business apps, follow these steps.

An if you’d like to read more about these changes, visit this blog post from Facebook, explaining the iOS policy changes in-depth.

 

Business Tips to Make the Most of Summer

With the festive season and school holidays in full swing the Northern Rivers is seeing a huge influx of visitors. And, with international travel no longer an option for a Christmas getaway, this summer is going to be busier than ever before. As a small business in our area, it’s time to get creative and do what you can to capture the attention of locals and visitors. Think about how you can make valuable exchanges and build relationships to encourage future sales.

It’s time to get creative!

This summer is the perfect opportunity to gather and collect content and customers so when it goes quiet again, you’ve got something to work with. After the year 2020 was, User Generated Content (UGC) is more important than ever before. Think of ways for consumers to engage with your brand so that their experience with you is memorable and personalised. Perhaps it’s through a hashtag, a competition or discount rewarding UGC or some clever packaging.

Lennox Head Pizza have collaborated with @thepizzabib and local artist, MLak, to create quirky pizza boxes with fun artwork that is very shareable on social media. Don’t forget about print ads, either! We can expect this high season to last until after Easter, so an ad in the Lennox Wave, the Echo or other local publications will boost your brand's awareness. Loyalty cards, gift cards and repeat-sale-discounts are other ways to facilitate relationship building with consumers.

Trends to look out for in 2021

The marketing landscape has undergone significant change due to the impacts of lockdowns and social-distancing restrictions, across the world. As such, nostalgia marketing has really taken off. Why? We’re all craving the comfort of familiarity. Nostalgia is incredibly powerful, and it’s been proven to make consumers more willing to spend money on products and services. This makes nostalgia marketing  a perfect fit for any marketing strategy. When you combine emotions and connections to brands from people’s childhoods with persuasive messaging, it has a strong effect on purchase decision-making. Remember the ‘Crocodile Dundee’ Superbowl ad for Australian Tourism? That tapped into nostalgia, helping Americans connect with and build perceptions of  modern-day Australia.

Position Zero on Google

We are currently witnessing one of the biggest shifts in digital marketing in the last decade. It’s always been the goal to rank 1 on Google, but now there is a Position Zero to aim for. Position Zero is when text from a website is shown above search results. This snippet is pulled from Google’s algorithm as it is believed to be the most accurate answer to a certain query. Position Zero is what Google uses to answer voice searches, which is why it is becoming increasingly important. In 2021, ranking first in search results will still be essential to a successful SEO strategy, and being featured in Position Zero will be just as important, if not more so.

We made it through 2020! May 2021 be a fruitful year for you.

Meet Ollie! Work Experience at Barefruit

Ollie Work Experience BFM

My name is Ollie, I'm 16 and I'm in year 10 at Woodlawn. I was lucky enough to be given the amazing opportunity to join the Barefruit Marketing team for a week of work experience.

Last week I had no idea what goes on behind the scenes when it comes to Digital and TV Ads, websites and even the work that goes into designing logos and running Instagram pages. And so, I came here to learn all about it.

What I learned at Barefruit

Since I arrived at Barefruit Marketing I have learned a lot about the marketing world. The amazing staff at Barefruit have taught me so many areas of marking including, but not confined to; SEO (search engine optimisation), SEM (search engine marketing), how to write a creative design brief, the importance of social media profiles for your business and how to run one effectively. I also learnt how to understand Google Analytics and use data to improve website traffic.

My experiences during my time here

In my time at Barefruit, I have been to some meetings where I had the opportunity to listen and learn a lot. These meetings were great in helping me understand how the ads that we see on TV and the internet get from an idea in someone's head to being on your screen at home. As well as how much time and money needs to be put into making the right ads to suit your business and demographic.

I have had the chance to work with heaps of different people who specialise in different areas here at Barefruit. Such as working with Fliss, Digital Account Director, who has explained a lot to me over my first two days. She explained what SEO is and how to increase your websites credibility. She explained how Google Ads work and how we can use the data from Google Ads to improve your SEO and monitor whether the ads are effective or not.

I spent some time with Lucy, an Account Executive, who has taught me how to run and schedule a social media profile. I wrote various types of posts and completed some research tasks. Then, using the information I gathered I wrote posts for social media and newsletters.

I have worked with Charlotte, Account Executive, who has shown me how important the look and ‘aesthetic’ of a social page is to a business in this day and age. I have been making some creative posts and preparing client Christmas presents, as well as writing this blog.

Album cover Concepts for our new song

Last week I had the pleasure of doing work experience at RockingHorse Studios in Coorabell in the Byron Hinterland, with four other year 10 students, thanks to Taryn McGregor. We had an amazing time working with Paul Pilsnenics, a professional Sound Engineer who showed us our way around a recording studio and helped us write and record a song.

Our song is called ‘Feel It’ by Hula Hands and it is now on Spotify for the world to hear. We thought 'Feel It' could use a good-looking album cover so Alex, Barefruit’s Creative Lead, has been showing me the creative process of making a cover for our song. He showed me how he would use the design brief to create an on-brief design. The product was a professional album cover which conveys the feel of the song from a glance.

Hula Hands album cover 1
Hula hands album cover 2
My overall experience

I have had a great week at the Barefruit Marketing office and I have learned a lot and I really enjoyed working with all the team members I have been lucky enough to work with. This experience has given me a good insight on whether I would like going into the marketing industry when I finish school or not.

Marketing trends you can expect to see in 2021

BFM 2021 Marketing Trends

2021 is just around the corner which means it’s time to get ahead of the game. As we approach the end of each year, marketing trends for the next start to emerge. So, we’re going to take a look at what you can expect to see in the world of marketing in 2021.

User Generated Content

Since the rise of influencer marketing, user generated content (UGC) has become a highly effective marketing strategy for brands all across the world. As such, the value of UGC has increased exponentially due to consumers’ inclination to trust messages from fellow users over those from brands. The main appeal of UGC is the increased level of authenticity and reliability it provides consumers – essentially, it’s the new-school word for ‘word of mouth’.

Due to lock-down and social-distancing restrictions, 2020 saw a HUGE increase in UGC. Photoshoots and filming were put on hold and so brands had to get creative. And so, they adapted to the evolving digital landscape by looking to their customers to create content they want to see. We’ve seen more collaborations, influencer take-overs and real-life consumers using products on brand profiles on social media than ever before. In 2021, expect to see the trend continue because, let’s face it, there is nothing more trusting and enticing to see someone using and enjoying a product or service.

Example-Starbucks-User-Generated-Content
Branded content

High quality branded content has also been on the rise in 2020. Although, it’s no longer a one-way conversation when it comes to branded content. When brands communicate messages across any channel, consumers are increasingly expecting an experience. They don’t want to be told that something is on sale. Consumers want to connect emotionally with brands and get to know the brand’s personality and values in order to establish a relationship which aids purchase decisions.

And so, branded content in 2021 will be about creating a unique, unforgettable experience for customers. Jen McKinnon, Video Marketing Specialist and Envato says,

"With businesses, brands and individuals creating new content by the second, it's becoming harder and harder to stand out, which is why the quality of what we publish is so important.”

Some brands are using AR features of Instagram filters to give users branded experiences. Below are a few examples we love. Gucci jumped on board with a filter to help 2020 high school and uni graduates celebrate, which was extremely popular as graduation ceremonies were cancelled around the world. We MakeUp has used filters to give users the opportunity to 'try before thy buy'. And Taco Bell ...well we aren't sure if we love it, but it's certainly an experience for the user! You've likely seen brands engage on Instagram filters with games as well, and all of this is high quality branded content that creates memorable experiences for users.

Gucci Filters for branded content
We.MakeUp Filter for branded content
Taco Bell Filter for branded content
Social commerce

Social media is now the biggest and most beneficial platform for digital marketing, and makes up a large part of marketing budgets. With the introduction of Facebook and Instagram shops, product tags and Pinterest shopping ads and catalogues, social commerce has made its mark in 2020. 55% of online shoppers making purchases through social media channel and a whopping 71% of us turning to social media for shopping inspiration.

As we move into 2021, its more important than ever to make your brand, product and services are shoppable on social media. Additionally, consumers are starting to expect a more streamlined shopping experience, so having products shoppable on social media channels delivers on their expectations.

Example Instagram shopping tags
Brand activism

With everything that has happened in 2020, people have turned to social media to share their viewpoints on political, social and environmental issues around the world. It is no surprise that we are now seeing a big increase in brand activism, especially on social media. Today’s consumers are no longer out to get a good deal, instead they are becoming loyal to brands that aren’t afraid to stand up for what’s right, are committed to making change and have values aligned to those of their own.

In 2021, to help consumers feel connected to your brand’s personality, to build trust and loyalty you need to share your brand’s view points on certain issues in the world. Not all of them, of course! But the main ones that resonate with you and your brand.

 

Nostalgia Marketing

Described as the ‘advertising-equivalent of comfort food’, nostalgia marketing has really taken off in the last year. And this is probably because we are all craving familiarity, comfort and safety in 2020. Additionally, in a fast-paced world, looking back on the good-ol’ times always a welcome comfort.

Nostalgia is incredibly powerful, and it’s been proven to make consumers more willing to spend money on products and services, making it a perfect fit for any marketing strategy. When you combine nostalgia and marketing together, you get a force that cannot be reckoned with. Mixing emotions and connections to brands from people’s childhoods with persuasive messaging has a strong effect on purchase decision-making. Nostalgia Marketing forces us to focus on the things we already know and uses the familiarity of the old to sell the innovation. Its familiar, comforting and safe, and who doesn’t want a bit of that right now?

SERP Position Zero

SEO will remain an integral part of a digital marketing strategy in 2021, especially now that we are witnessing one of the biggest shifts in the industry in the last decade. Due to the increase use of mobile and voice search, the way in which people use search engines is changing. Think about how you use your phone to search on Google, versus how you use a desktop computer. As such, to rank first on Google Search Engine Results Pages (SERPs) is no longer the ultimate goal. There is now a Position Zero to aim for. Position Zero is when text from a website is shown above search results. This snippet is pulled from Google’s algorithm as it is believed to be the most accurate answer to a certain query. Position Zero is what Google uses to answer voice searches, which is why it is becoming increasingly important.

In 2021, ranking first in search results will still be essential to a successful SEO strategy, but being featured in Position Zero will be just as important, if not more so.

Position Zero example SEO 2020

2020 has been a wild ride, but with these tip-offs on the marketing trends to expect in 2021, you can get planning now. Because, fingers-crossed (all of them!) 2021 is going to be a better year than the ones we’ve just had. Keep note that trends evolve and change, so these top tips aren’t anything set in stone, but they are a guide you can trust!

Getting Your Brand Ready for Christmas

Get ready for Xmas

It’s that time of year already…finally! After the Melbourne Cup, the festive season hits and with the longer days, daylight savings and warmer weather, Christmas is well and truly on its way. If you’re a small business, Christmas and the holiday season can be one of your busiest times of the year. So let’s make sure you’re ready.

Promotion, Sales and Discounts

Whatever you’re selling, this is the time of year when the market is saturated with promotions, deals, discounts and sales. It all kicks off with Black Friday on 29 November and Cyber Monday on 30 November in celebration of Thanksgiving. Although Australia doesn’t necessarily celebrate Thanksgiving, we’ve jumped on board anyway – any excuse for a sale! Then we’re into the Christmas rush, swiftly followed by Boxing Day and January sales. Choose which promotional method best suits your brand and make sure you give people plenty of notice. Utilise your social media channels, website and email lists. If you are Lennox-based, you will reach most of the community with the Lennox Wave. What's more, over the holiday period Helen’s bumper issue reaches locals and the many visitors to our town!

Consider Shipping Delays

With COVID-19 and the huge increase in online shopping, Australia Post and other couriers are struggling to keep up. Keep an eye on possible delays! Communicate the cut-off dates for Christmas deliveries to encourage early purchase.

Christmas Gifts for Business Partners and Loyal Customers

The festive season is a time for giving and it’s important to make sure your brand is also. Recognise the people you work with, partnerships, clients and loyal customers with a little-something-special to show they’ve made a difference to your year. It doesn’t have to be big or expensive…a card in the mail goes a long way. Again, don’t forget lead times on merchandise could be very soon.

Shop local!

Choose to shop local to support our community and local business owners. With everything that has happened this year, they really need all the support they can get. Plus, gifts are so much more special when there is a story behind them – a personal touch that cannot be matched.

Schedule your Socials

Being a business owner and wearing all those hats is full on at the best of times, so get ahead of yourself and organise what you can in advance. Batch your content and spend a few hours getting your posts created and scheduled, all the way to the beginning of January if you can! There is an in-built scheduling tool in Facebook called Creator Studio (make sure you link your Instagram and Facebook together!) and multiple scheduling apps, such as Hootsuite or Later.

2020 has been a huge year, and as a business owner we have all felt pushed to our absolute limits at times. This Christmas make sure to give yourself a break. Get refreshed for the new year, think about your goals moving forward and appreciate the fact that you made it!

Make your Facebook Ads perform like never before

When people talk about how to set up Facebook Ads, they have previously attributed success to targeting (that’s your audiences). Yes, nailing your Audience is very important as you should always be communicating with consumers who are interested and in need of your product or service. But, with Facebook comes something no other advertising channel allows: Conversion Optimisation. AKA, targeting people who are most likely to take actions in the consumer funnel.

Facebook doesn’t show your ad to every person on your audience. Your ads are only shown to a small segment of that audience. Knowing this, you’d want that segment of the audience who are shown the ad to be the most interested, and actionable consumers… so you can make more sales. With Conversion Optimisation, you can make sure your ads are served to these people.

So how does it work?

Essentially, Facebook has so much data on each individual user, that it is now possible to target people based on how they are predicted to act when served your ad. When you set up a Facebook ad, you can now tell Facebook to optimise your ad for ‘Add to Cart’ clicks or ‘Initiate checkout’ clicks, even ‘Purchase’ clicks. So, with a defined, targeted audience, and optimisation for conversion you’re well on your way to a successful Facebook ad campaign.

We've seen Conversion Optimisation work before our very own eyes!

Trust us, we have seen how tweaking conversion optimisation has completely turned a Facebook campaign around. We ran a Facebook campaign for a client whose aim was to make more online sales. In setting up the campaign, we initially selected the goal ‘Traffic’ and directed consumers to the product page on their client’s website. We’d selected this goal, because we wanted to drive much traffic to the website as possible. But we didn’t consider if that traffic would be likely to purchase. After a few days, we’d only had one sale, and so we investigated what we could do better. Then we found this article about ad optimisation. After tweaking the campaign to have the goal ‘Conversions’, and to be optimised for the ‘Add to cart’ conversion event, 70+ orders were placed within a week. We were amazed with the result of a simple tweak.

So, now that you’re convinced Conversion Optimisation is going to be your new best-friend, let’s dive into how to set up ads that will make your money well worth it.

Set up your Campaign with the goal ‘Conversions’

If you’re selling product online, then set up your Facebook campaign with the goal ‘Conversions’. This is the very first decision you make about your campaign, and you’ll need to make sure your Facebook Pixel is connected to your website in order for this type of goal to work. On a side note, here is how to create and add a Facebook Pixel to your website.

 

Facebook Campaign for Conversions Goal
Choose your Conversion Event

Now that your campaign is set up for conversions, you’ll need to select a conversion event in the Ad Set. This is a certain action a consumer takes on their path to purchasing a product and works alongside the Consumer Funnel (a nifty marketing model we still use all the time). The conversion event is where you’ll choose what action you want your audience to take.

Facebook Ad Conversion Event Selection

Now, generally speaking, we’d want people to purchase your product, so choosing the event ‘Purchase’ seems obvious. Well, actually, you’ll miss a heap of people who might be interested in your product by selected such a small segment. Referring to the Consumer Funnel below, you’ll see that at each ‘conversion event’ you move through you lose consumers along the way. Hence, the upside-down triangle, indicative of the market size for each event.

Consumer Funnel

If you’re looking to reach a lot of interested people (and especially if this is your first-time advertising on Facebook), choose either ‘Leads’ or ‘Add to Cart’. If you are running a retarget ad, you’ll want to choose an event further down the Consumer Funnel, because you know they already are interested in what you are selling. Facebook’s rule of thumb is that you need to select an event that is being completed at least 15-25 times a week. Why? Because Facebook uses the data from goal completions to help place your ad in front of consumers who are predicted to act in the same way.

We donated trees to Replant Byron

Barefruit is first and foremost a full-service marketing agency, but one of our core values is giving back to our local community. And we like to do so whenever and however we can. We all live in the Northern Rivers, known for it's stunning landscapes and beautiful beaches. We have subtropical hinterland that meets the ocean, untouched beaches and abundant rainforests that surround us. With such an amazing environment on our door step, at Barefruit we are passionate about doing everything we can to care for it.

We donated and planted trees!

Apart from our everyday eco-friendly habits, Barefruit recently donated 20 trees to Replant Byron! This is an initiative brought to life by Zero Emissions Byron. Replant Byron has committed to planting 1.8 million trees to create a community forest in the Byron Shire by 2025! What's really cool, is that back in 2018, we worked with Zero Emissions Byron to develop the Replant Byron logo. This was back when the initiative was still in the works. Nat, our wonderful graphic designer, designed the logo on a pro bono basis.

More about Replant Byron and our trees

In September, Replant Byron had a push to raise $10K of tree donations in two weeks. Amazingly, and thanks to the supportive community in which we live, they passed their goal, raising $15, 506. When the team at Barefruit heard about the fundraiser, we agreed that it was something Barefruit needed to be involved in. And so, we purchased 10 trees and donated them to Replant Byron. The Farm Byron Bay, has donated land for the community forest that Replant Byron is building, and during the fundraiser, The Farm was matching donations. So, we were able to contribute 20 trees to the community forest. What's more, donators were invited to plant the trees they had donated on 19 September 2020. Evan and his son, Cian, were very eager to get their hands dirty, and went to plant our 20 trees at The Farm, on behalf of Barefuit.

Planting Trees
A seedling
The boys learning to plant
Where Barefuit's passion for the environment all began

In 2018, The Barefruit team watched a documentary called 'A Plastic Ocean', and it hit pretty hard. We were shocked and saddened by what we learned and deeply inspired to reverse the impact our society has made on our precious earth. As individuals, we all led lives with eco-friendly habits, but as an organisation, we weren't taking much action. It was time to walk the walk. And so, the office set new rules, banning single-use-plastic and encouraging eco-friendly habits at work. These included carpooling to meetings, composting food scraps at work and taking crockery and cutlery to local cafés when getting lunch out. Staff who broke the rules paid penalties in the form of burpees. It's great to say that the rules have worked very well.

Even our clients are penalised - it's all good fun!

After the initial shock of these new rules, which saw quite a few staff members getting their burpees on, it was only recently that we had some more culprits. Luke from NBN Group and Geoff from Westlawn Finance brought disposable coffee cups into the office for meetings last month. Little did they know they would be paying a price! I can say their burpee form has been approved by Evan, our very own exercise-fanatic.

We've worked on other environmentally-focused projects too!

2018 was the year of change for Barefruit. We worked with Waste Warriors on their Reduce Single Use campaign to promote making sustainable choices at home and in work places. As part of their brief, we built a marketing strategy for the campaign and created a logo identity. This identity was rolled out on designs for promotional cut-outs, campaign collateral, a website landing page and print ads. The Ballina Shire Council heard about our project, and jumped on board with us, promoting the importance of the campaign. The result was 33 local business pledging to Reduce Single Use plastic in their workplaces.

Reduce Single Use Promotional Collateral

One thing all our staff love about working for Barefruit is that we prioritise giving back to our local community. Our newest employee, Charlotte, says "Knowing that Barefruit Marketing is an organisation focused on helping local clients, doing our bit to care for the environment, and supporting charities feeds my conscience. It's rare to find an agency with this value, especially in the Marketing and Advertising world. I wouldn't have it any other way.". 

 

 

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