How SMBs Can Get The Most Out Of Their Social Media Budget With Crowd Media’s Judy Sahay
What happens when a chemical engineer graduate with a background in accounting launches a digital media agency?
The answer: you get Crowd Media, which was launched by Judy Sahay [feature image] more than six and a half years ago.
Crowd Media is the parent company of online media publication CROWDINK and social media and influencer tool CROWDSHARE.
With her background in accounting and engineering, Sahay places great importance on achieving ROI and offering an analytical/data driven approach to social media marketing.
Speaking ahead of this year’s SMB Digital virtual event, powered by CEBIT Australia (QUICK: register here: https://www.smb-digital.com.au/agenda), Sahay explained how she uses her mathematical brain to achieve results for clients through social media.
“Data is really important to drive anything,” she says.
“Whether it’s driving sales or global business or the bottom line – it depends on the type of data you have … In our business, we look at data in a number of ways, for instance, we look at traffic data, personal identification data, demographic, location, behaviour data … it can tell you a lot about a person.”
She gives the example of launching a broad Facebook campaign, only to find out it is mostly women clicking on the ad after a few days.
“Why target men anymore? Data is essentially going to help you be more precise about where to market, when to market and how to market,” she says.
It is this simple but calculated approach to social media marketing that has helped Crowd Media achieve results for its clients.
Getting social
Sahay is particularly interested in helping SMBs reach their target audience at the best price possible.
With COVID-19 seeing Facebook advertising prices drop by almost a third, there has never been a better time for smaller businesses to utilise social media, she argues.
“Social media is really important because your customers are there,” she says.
“They are talking about you whether you like it or not. They’re already talking to your competitors. Now, how do you engage with them?
“Right now Facebook ads work really well. Companies can create ads and set themselves very strict ROIs they want to achieve. The average business can set up their own Facebook ad. They don’t need to go to an agency like us.”
For small businesses in particular, emerging social media platforms like TikTok present an opportunity to build a following fast.
“The market is there,” Sahay says.
“More people than before are now at home and on social media, so the cost of social media advertising is lower and you’re getting a higher reach so it’s silly not to be there. It’s a free platform and yes you need to advertise if you want to get a higher conversion, but you can still sell things for free on the platform.”
Influencing opinion?
With social media continuing to establish itself as an effective marketing channel, influencer marketing is also growing in popularity.
With these ‘influencers’ often holding a follower base upwards of 1 million, influencer marketing has been seen as an expensive – if not unattainable – avenue for smaller businesses.
Sahay explains that this is no longer the case.
“In 2019 and 2020 there has been more of a focus on macro and micro-influencers – where it’s worth looking at partnering with someone with 10,000 followers so SMBs can access that kind of market,” she says.
“I’ve noticed post-COVID many influencers are struggling to find work so rather than actually paying them they’re looking for fresh content and contra deals. If you’re a small business owner and you’re looking to market a product – say a fashion line or a beauty product or anything in that realm – you could easily contact an influencer and ask for a free shout out where they will promote your product for free in exchange for your product, which is a really cost effective way for a SMB to get their brand out there.”
Catch Judy at SMB Digital on the panel discussion, How will technology affect the talent of the future. SMB Digital is a virtual event for SMBs looking to achieve more for with digital technology. See the full line-up here. https://www.smb-digital.com.au/agenda
Latest News
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.
Madeleine Hawcroft Joins Deadset Studios As Executive Producer
Madeleine Hawcroft has joined the Deadset Studios team. Confirms she is of no relation to Russel.
Zimmermann Opens An Immersive Brand Space At Iconic Paris Department Store Le Bon Marché With Amplify Paris
Zimmermann continues to pioneer Aussie fashion on the global stage. Not forgetting Tradies underpants in that comment.
Red Rooster And Four‘N Twenty Team Up To Rev Up “Aussie-ness” Ahead Of Footy Final Season
Australia's greatest culinary gifts to the world join as one. B&T unsure of the whereabouts of the lamington.
‘The Emperor’s New Clothes Are Going To Be Stripped Off’: News Corp’s Pippa Leary & Panel Of Industry Leaders Urge Advertisers To ‘Wake Up’
B&T goes one-on-one with News' MD of client product, Pippa Leary. Sadly, we got KO-d in the third.
News Corp Rolls Out Shoppable And Targeted In Time View Ad Formats
Accidentally doze off during the juicy bits at yesterday's D_Coded? No one will be any the wiser with these cheat tips.
Samsung Launches ‘Clash of Commuters’ with CHEP Network and Livewire
Look no further than this for the huge marketing potential of gaming. That & people willingly drinking Monster.
Fintech Disruptor Revolut Launches New Above-The-Line Campaign In Australia To Challenge Traditional Banking Conventions
Disruptor wants to "challenge traditional banking conventions". "We'll see about that," retorts Mr CBA, Westpac, et al.
Chris Freel: The Uncomplicated Complexity In OOH
Former UnLTD boss come oOh! sales director talks his love of outdoor (as in the ad medium, not hiking up a steep hill).
Cairns Crocodiles The Work: B2B Campaigns Sponsored By LinkedIn
B&T's shining a light on the B2B category for the coming Croc Awards. Well, more candle after the torch batteries died.
Expedia Launches Travel Shops Giving Influencers Tools To Shopify The Travel Content Experience
Travel's so popular they even have large conferences in Las Vegas dedicated to it. To prove it, B&T's there. Right now.
News Corp’s Lou Barrett On D_Coded: ‘The Penny Has Dropped… So We’ve Supercharged How Brands Plan, Book & Measure In One Place’
B&T chats with Lou Barrett post News' D_Coded event yesterday. Alas, we didn't talk the Tele's bikie gang fascination.
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.