How you should use TikTok for your business – you won’t want to miss out.

Don’t make ads, make TikToks:

The internets most upcoming way of Digital Marketing.

What is TikTok?

The App which is available to all

TikTok is the most upcoming viral platform, with 689 million users.  The app is available on all App Stores worldwide being used by many of the younger generation. However, it is swiftly becoming popular by all. The app allows you to make simple videos by adding sound effects, filters and music. As well as creating videos, you are able to duet with other creators and share videos through direct message.

How to make the most of the App

Once downloaded and past the simple sign-up process, you are ready to start! Create a catchy username, which is easily remembered. Press the plus button on the bottom of the screen; here you can select the duration of your clip, the shorter the better. You can upload pre-recorded clips and pictures or simply start creating. Once you have finished, you can share to the “for you page,” friends, or keep it private. The best part is that it is free!

TikTok has many features which enable you to make a pro account, which is can be used by either a business or creator. Then the account gives insights and analytics all for free. In order to do this, go through the settings to manage account, then switch to a Pro Account.

Getting Out There

If you are looking to take your business to the next level you can advertise for free, using #hashtags. This boosts views as they become personalised for the target audience. However, if you would like to pay for advertisements, it will precisely target a certain niche by linking your product or service through a video clip. You should also aim to keep it interactive. If you want to get seen by more people, use one of the trending hashtags that are displayed on the discover page. These change regularly and help your content get seen by more users.

Using #Hashtags on TikTok on the Discover Page

Remember it doesn’t have to be perfect!

Unleash your brand’s creative side, anything goes, don’t worry about everything being perfect. Viewers love what is original. You want to keep your audience engaged, so be consistent but most importantly have fun with it!

Working in Online Marketing and providing services such as Facebook Advertising to businesses throughout Sussex; it’s important for us to keep up-to-date with the latest developments and updates that may affect our online marketing strategies for our clients.

That’s why we are busy keeping track of how the latest IOS update from Apple affects Facebook Ads Delivery. IOS 14.5 has been in the pipeline since the start of this year and was released a few weeks ago. The update had a number of improvements and bug fixes; but one of the major updates to the operating system was the ability to prevent apps from tracking user behaviours.

ios 14.5 affecting Facebook Ads

You may have noticed that if you have a look at particular products and services online, perhaps shopping for a new pair of sunglasses; you might start seeing ads for sunglasses pop up more often, maybe also advertising for holiday destinations.

This is because when you visit most websites, they are tracking what products you are looking at. They want to be able to understand what kind of products you are looking for so that they can entice you to buy them. Facebook offers a tool that tracks it’s users on some websites and is then able to build up an incredibly accurate picture of your personality, career, and other important traits. Advertisers can then use Facebook to advertise, for example to people that are interested in sunglasses.

Simply by looking at sunglasses online, it can tell Facebook that you’re interested in buying a new pair of sunglasses or perhaps even going on holiday soon. This is such a powerful tool for advertisers and is a great way of getting your business seen by the right people.

However, the latest update from Apple has meant that Facebook’s tracking tool can be blocked from users devices.

What is Apple’s New Tracking Update in IOS 14.5?

Apple’s latest update gives users the option to ‘block’ any data collection and tracking tools used by Apps on their devices. This means that Facebook’s tracking tool is not able to collect any data on user habits on all IOS devices. With over 1 billion active iPhone’s worldwide, this is a considerable number of people that Facebook is no longer able to track.

Facebook has released a statement regarding the IOS 14.5 update, and has said the following;

In response to these changes, we will also start processing pixel conversion events from iOS 14 devices using Aggregated Event Measurement. This will support your efforts to preserve user privacy and help you run effective campaigns.

We’ll provide updates and additional resources to support businesses advertising on our platform as they become available.

Facebook Business Help Centre

Facebook are expecting the update will have some kind of effect on Facebook Ads, but they are working hard to make sure that the use of Facebook tracking tools and Facebook Ads remains a powerful tool for online marketing.

What this means for Sokada’s Strategies

We have been following developments between Facebook and the latest IOS update for a few months and we were aware of the effects this may have on our own Facebook Ad strategies. Thankfully, we have been able to monitor the situation as it develops, and the Facebook Ads we have running have not been affected by the update.

We are however continuing to monitor the situation, and will certainly adapt our strategies if necessary.

Interested in Using Facebook Ads?

If you haven’t heard of Facebook Marketing and its powerful tracking tool, you might be interested in finding out how it can help to advertise your business online. If you’d like to find out more about Facebook Advertising and the services we provide using social media, click here. If you’d like to speak to us about how we can help you with your online marketing strategy, call us on 01435 817 226 or email

Many people say that they don’t think hashtags are working for them. And it really can seem like this sometimes. You work hard at making your Instagram posts interesting, informative, fun and maybe even entertaining and then what? Nothing…

However, using Hashtags in Instagram will grow your profile and get you in front of people who have not heard of you, your brand as well as your products and services.

Hashtags are actually really powerful and should be an essential part of your social media strategy. If you are not getting additional reach, exposure and engagement from the hashtags you are using, and the content you are putting out there is good, then it could be down to your hashtag strategy.

What is a hashtag?

A hashtag is a combination of letters, numbers, and/or emojis. All preceded by the # symbol (e.g., #sokada). They are used to categorise content and make it more discoverable online.

Hashtags are clickable. So anyone who clicks on an Instagram hashtag will be forwarded to a page showing all the posts tagged with that hashtag. This is a great way of seeing who else is using the same hashtags!

Hashtags are an important way to expand your Instagram audience. When you use a hashtag, your post appears on the page for that hashtag. If you use a very popular hashtag, however, then this will be for an extremely short amount of time!

If you use a hashtag on your Story, it could also be included in the relevant hashtag Story, which also appears on the hashtag page.

Instagram hashtags can be a great way of building a community online so people are motivated to engage with your brand. We have seen this with the hashtag #thinkheathfield which is being used to promote shopping locally in our home town.

Some Hashtag Ideas

To help, here are a few ideas to get you going so you get some inspiration!

  • You have up to 30 hashtags per post on an Instagram post. With 10 on a story. Every time you use a hashtag, then it gives you another opportunity to be found. That said, just because you can use that many hashtags for Instagram doesn’t mean you should. There’s no right number of hashtags for every business, or even for every post by the same business.
  • Don’t just use really highly populated hashtags. The more popular the hashtag, the more competition you have and the less chance of being or staying on the Explore page. Try and think of something different, or a hashtag that is relatively new so isn’t overly used yet. Longtailed keywords are great for this! Use niche hashtags that target the specific audience you want to attract. The more specific you can be the better the outcome.
  • Use location-based hashtags where relevant; this can help to push your content further on the Explore page.
  • Mix up your hashtags. Don’t use the same group of hashtags each time. Instagram doesn’t like this and may flag your account. However, to save time, why not save hashtags for future use. Obviously don’t overuse the same ones or even just copy and paste. But pick and choose from a full repertoire of hashtags that will be relevant to that post.
  • You can add them in your main text but also in a comment. They both get you seen. It may be easier to add them in the main text but putting them in a first comment will keep your caption a little neater.
  • Follow hashtags yourself. You will find new people to follow and interact with. They will then appear in your feed which is perfect for you to see.
  • Make sure the hashtags you use are relevant to your business and the content you are posting.
  • Use insights to see which hashtags are working the best. If you have a business profile then take a look through the information within it.
  • Avoid banned or spammy hashtags such as like4like etc. Using these will not help your account to grow with targeted and loyal followers. You will end up attracting bots, fake accounts and it could be detrimental to your own accounts credibility rating with Instagram further down the line.
  • Make sure the hashtag means what you think it means!

How to find the best hashtags for Instagram for YOUR brand

Check out the competition

You don’t necessarily want to model your competition’s strategy too closely, but taking a look at the hashtags they use can give you some good clues about what’s working for others in your industry.

Maybe you’ll discover new hashtags to add to your repertoire. Or you could decide you don’t want to compete for the same wording. In which case you can search for alternative hashtags to use.

See what hashtags your audience is already using

After all, if your audience is already using a certain hashtag, then other people just like them are probably using it too. Finding these existing Instagram communities is a great way to expand your audience and reach the people who are most likely to be interested in your business.

Keep an eye on your top followers and see what hashtags they’re using. Instagram’s search tool can give you some additional information about which hashtags the people you follow care about. When you conduct an Instagram hashtag search, the search tool will show you if anyone you follow also follows that hashtag. (Note that this only works on mobile, not on desktop.)

Written content for your website is vital. For creating new pages, SEO, as well as for people to link to, share and also to be found for. What it also does is to give Google new information to crawl through – which is important to keep you lifted in the gods of search ranking. Creating content for great website marketing gets you seen over your competitors!

And whilst some people will flog content and just spew it out, writing relevant content that is important for your business will show potential customers that you are the person to work with.

Will they read all your text?

Whilst people will probably not read through the whole of the text on your page, they will find your page for the search term you are focussing on and perhaps scan through it. And that is where content works – you can write about all sorts of information which gets you found for different search terms. Having lots of pages with relevant titles are perfect for getting you seen for main search terms as well as “long tail” keywords.

Make your pages interesting:

  • Add bullet points
  • Create images
  • Use videos
  • Add in stats – people love stats! And so do search engines
  • Use “top tips” “top 5” and “how to” titles
  • Title your content with a question?
Creating content for great website marketing

Make important keyword phrases bold or add them as a title

Make important parts of your text stand out. Put them in quotes, make them a title, make them bold… we are always drawn to headings.

People will read what is underneath if they find your heading important. But don’t put everything as a heading – again they need to be relevant!

Having a big block of text with no images will really put people off reading what’s on your page. They’ll read even less than if you break up your content and try and make it a bit more interesting.

Images are another great way of complementing and breaking up your website content. It might also make it easier to get your message across, we all know the saying that a picture can paint a thousand words…

Don’t forget you can also use subheadings!

Make sure you have a call to action!

Always try and add in a call to action, where you can. Like a button to ask people to get in touch, email or call you. Make it easy for people to do this. Make telephone numbers and email addresses clickable where you can – this is really important for conversions.

Creating content for great website marketing

Add in the main keywords to your text that you are writing about. Strengthen your page by making your text relevant to what you are saying. This will lift your page in the rankings!

Add in links to your pages. Internal links as well as external. People can then click from one page to another, which keeps them on your website longer. The longer they stay, the better your website will fair. It’s not rocket science. Search engines like websites that have something useful and important to say, are non-spammy, and are relevant to their title. When people stay on your website, they prove they are finding what you say is useful!

Creating Content for Great Website Marketing

And write interesting articles. They don’t have to be really long, but they need to be relevant to what you are talking about. Creating content for great website marketing will lift your website, you could get some great backlinks if someone links to your information (which is soooo important) and will strengthen your online trust.

Whether you’ve just launched a new campaign for this year or are planning to, we’ve put together a list of the latest Pay-Per-Click (PPC) trends worth considering for 2021. Google Ads is constantly changing. Every time you log in, there is something different and frustratingly, there is no telephone help at the moment! So here are a few tips from us that may help you on your way…


Automation has become a staple of the PPC world and simply gives control to the search engine algorithms allowing you to save time, energy and money. The algorithms can determine where you can best achieve the objectives set within the campaigns.

Automation doesn’t simply mean automatic bidding strategies such as maximising conversions, etc, but using rules or scripts can also save you time on analysis, optimising and reporting ultimately leading to more effective campaigns.

There are limitations to automation – human input is still required to ensure there is historical data for the algorithms to work with and of course you shouldn’t allow them to determine everything in your accounts, they still need to be monitored.

What to expect from PPC in 2021

Responsive Search Ads

Providing multiple copy variations for paid media has it’s benefits. Just like other platforms, when you provide Google with multiple headline and description variations, it will help the algorithm determine what your best performing ads are and show them more often which will over time deliver the strongest CTR, clicks, and overall engagement.

Match type changes

Late 2018, Google began allowing exact match keywords to match close variants, then in 2019 they started rolling out close variants for phrase match and broad match modified keywords. For example:

  • The phrase match keyword “sunglasses” could now match “sunglasses for sale”.
  • The broad match modified keyword for +oven +glove could now match with “cheap oven mitts”.

With these changes it’s now more important than ever to have an extensive negative keyword list and analyse search terms frequently.

Voice Search

By now, with the introduction of assistants like Siri, Alexa and Google Home, more and more people are making searches via their voice. Whilst paid voice search has not yet made it out into the world, there are some strategies that can be introduced for when it does. One example is to introduce or update your FAQ pages on your site to include long tail keywords.

Smart bidding

Smart Bidding or automatic bidding is controlled by machine learning. Machine learning can help boost conversions and costs such as cost-per-click, targeted return on ad spend and cost-per-acquisition.

As we head into 2021, smart bidding is one strategy to use as it becomes more relevant and manual bidding becomes a thing of the past. There are many benefits to utilising smart bidding, such as being able to focus more on areas like analytics and strategy.

One last tip

If you want to add in a standard expanded text ad, then click to add a responsive ad and it will give you the option to change it over!

Want to work with us?

If you’re not too sure how to make the most of these trends, give us a call on 01435 817226 to see how we can help.

Facebook releases some top tips on writing ad copy

Creating ad copy in under 70 characters is no mean feat, so recently Facebook has shared their five tips to help you level up in your ad writing skills. Facebook mentions that brands should create a unique tone of voice to stand out, add value propositions to ads that feature products, showcase why consumers should use them, and how they’ll benefit from buying their product.

Here’s Facebook’s formula to writing successes ad copy

Twitter launches ‘Fleets’

This probably sounds pretty familiar but the biggest news to come out of social media this month is ‘Fleets’, Twitter’s version of ephemeral content. Think Instagram stories.

When using Twitter through your mobile device, you’ll now be able to see a few profiles you follow lined up at the top of your feed. Twitter has described ‘Fleets’ as a way for people to “talk more,” “feel more comfortable joining the conversation,” leading people to share “personal and casual thoughts, opinions and feelings.”

With ‘Fleets’ you can upload text, embed tweets, share an image or video as well as edit backgrounds to personalise. Just like Instagram, you can also reply to ‘Fleets’ through DMs to continue the conversation. This is a great opportunity for businesses to highlight promotions, competitions, new products and see how engaged their audience is as you can see who’s viewed your ‘Fleet’.

Search by keywords through Instagram

So we’ve covered Facebook and Twitter, but what about Instagram? Well they’ve recently rolled out the ability to search by keyword on the app. I know what you’re thinking – you can do this already? Well yes and no… Existing search was based on location tags and hashtags, this new feature now includes the content itself. It uses machine learning to work out the best posts based on your search, the caption used and when it was posted. It’s only been launched in 6 countries so far, with the UK included, so it’s still relatively new but keep your eyes peeled on how you’ll be able to use posts especially for search. All we can say for now is “test, test, and test again!”

Want to work with us?

If you’re interested in using some of these new tips and features but not sure where to start, why not give us a call on 01435 817226 to see how we can help you introduce some of these features into your current social media strategy.

On 1st September 2020, Google announced that the search terms report within Google Ads will now be showing only the search terms that reach a certain volume threshold. This reduced visibility for Google ad campaigns has caused a lot of concern among advertisers as well as agencies, who rely on the search term report’s insights to optimise their Google Ads performance.

Just for information, A Google Ads search term report will show you exactly what someone has typed into their PC or mobile device when they have clicked on your ad. It also allows you to see exactly which search terms triggered your ads to appear. And companies such as Sokada Ltd will rely on all these searches to ensure that there are no wasted clicks for our clients. Using this search term report will give us the opportunity to drill down to exact terminology and add in many negative keywords, to ensure these searches are not clicked upon again. Especially if the campaign uses broad match modifier or more open search.

Statement from Google

“Starting September 2020, the search terms report only includes terms that a significant number of users searched for, even if a term received a click. You may now see fewer terms in your report.”

The Impact of Losing this Important Keyword Information

One may think that low-volume, keywords aren’t important—after all, they’re irrelevant. But every single click is possible ad spend wasted. Several low-volume terms can really add up.

The resulting reduced visibility into search queries has many advertisers worried, as this report is so important for Google Ads optimisation.

  • It inhibits small campaign and ad group changes that could possibly create overspending.
  • It makes keyword mining more tricky and renders broad match unusable.
  • It can lead to lower bidding and reduced conversion rates.

Reduced Transparency by Google

This now means that advertisers will need to start using more exact match variations in order to ensure they are only showing for exactly the right search queries. Or reporting will become useless and we will be stabbing in the dark when using certain match types. Unless the advertiser is happy to spend their money in the hope that their ads will be automatically shown to the right people!

You Still Need to Work Hard on Your Campaigns

  • You now need to keep a closer eye on your campaigns.
  • Change your keyword to exact match if you feel more comfortable – although this will lose you some of the smaller search terms and long tail keywords.
  • Start to use Dynamic Search Ads a bit more as they will be used, based on the content within your landing pages. Dynamic Search Ads not only helps you cover your bases, but their search query reports can also help reveal where your traditional search campaigns have gaps in their keyword coverage.
  • Although the data is not now available, Google will still be using it. So if we want to optimise for that data, we will need to think about letting Google optimise for this traffic. Using smart bidding strategies, such as enhanced CPC or target CPA.
  • Or you could always try and broaden your skillset by trying some different ways of advertising your product or service. For example would your business benefit from Facebook marketing? Make sure your SEO is at the top of it’s game (also great for Google Ads). Perhaps a spot of email marketing would be good. There are other ways to get your business out there and seen by potential buyers….

As the country is tentatively opening up after Lockdown; restaurants and other such businesses now have the added duty to their customers. In-line with the governments track and trace system, it is now expected that businesses such as bars, restaurants, and coffee shops should keep track of their customers who visit with a COVID track & trace system. This means if a COVID case is identified, it’s easy to identify who may have come into contact with the positive case.

COVID-19 Track & Trace System Form

When Boris Johnson announced that businesses in the hospitality sector were allowed to open, he also asked these businesses to help the governments keep a record and help to trace infected individuals.

As a result, businesses have had to deal with the potential headache of keeping track of which customers have visited. There is also the added worry of adhering to GDPR regulations with this process.

Is it Mandatory to Have a Track & Trace?

Whilst it’s not absolutely necessary to keep a record for track and trace, we believe it’s a good thing to do. It is always important to show your customers that you care about their wellbeing.

After visiting a few local restaurants and businesses, it has become clear that some take this more seriously than others. When you walk into a restaurant and see a clipboard full of all the names and numbers of people open to the public; it really doesn’t feel very reassuring – and it looks like a GDPR nightmare.

But you can be relatively clever with the way you carry out this track and trace process. Instead of just having a GDPR nightmare sitting by the door; you can easily make this system automated.

Some of the best examples of these data collection forms is at Mcdonalds. When you visit one of their restaurants, they have a QR code available on all of the walls, which when scanned by a smartphone takes you straight to the COVID Track & Trace System.

All you have to do is enter in a few of your personal details, and you’re done. They also make it clear that they don’t store your personal data for longer than necessary, therefore being completely compliant with GDPR.

Of course, Mcdonalds should have a refined and easy to use system, as they are a multinational fast-food chain. But you’d be wrong to think that you couldn’t do that for your small cafe or local business.

Sokada Can Help you Create a Functional COVID Track & Trace System

Whilst being at work over the last few weeks, we’ve been working for a few local companies to help set up their own track and trace system. We have been able to recreate a version of track and trace that works similarly to Mcdonalds.

We now offer a track and trace system that has a QR code that customers can easily scan on their smartphone. This code takes them to a website where customers can easily fill out a form and register. The process is quick and easy, and any data stored is kept on a secure server on the website, and deletes after 21 days. This means you will never have to worry about GDPR and keeping track of everything.

In the unfortunate event of a case of Covid in your business; you can easily export all of the customers who visited on a particular day. This makes it incredibly easy to hand the data over to the relevant authorities.

Need a Track & Trace System for your Business?

We can set up this kind of system for your business, and help you to comply with the NHS track & trace guidelines. We will work with you to create exactly what you need. So if you’re interested in creating a great track and trace system; just drop us an email, phone or use our contact form, and we can work from there!