It’s not all about being liked

Social media can be a fickle beast. There seems to be a new so-called influencer on my feed every week with their particular hack that’s going to catapult my marketing to new, unfounded levels of success.  

They promise followers and engagement and likes flowing like a waterfall, if only you ‘follow these three simple steps.’ But then, when you try the tactics, strategies and principles they suggest, the results are never quite what was promised. Maybe an extra like here and there, maybe a few shares of your posts. But ultimately, likes of your Facebook page aren’t the same as dollars in the bank – so if it’s not getting people to buy things then what’s the point? 

Maybe we’re missing something that will make a bit of a difference to the whole social situation

I was reading through the Digital 2020 Report and one statistic really caught my eye, and I’m sure you’ll see why. It was this: 

The total number of pages that the average Facebook user likes in their lifetime is one 

That’s right. One page. That’s the average.  

At first, I thought this seemed odd. Surely there had to be a mistake, or perhaps the data was incomplete. After all, looking at my own Facebook profile, I have liked over 500 pages in the decade or so that I’ve been using Facebook. Something doesn’t add up there.  

As I’m always on the hunt for a reason to bust out a calculator, I did the math.  

What this means, if you stop and think about it, is that at least half of Facebook’s 2.4 billion users like 1 or fewer pages on Facebook ever. In reality, it’s likely much more than half given that Facebook doesn’t deactivate their users due to inactivity. We have to assume that there are a whole lot of accounts that don’t like any pages, largely because they were setup and then never logged into again. They’re just sitting there, dormant; like a big, metric-fluffing army of the un-dead.  

Zombie jokes aside this has some pretty significant implications for the way we think about Facebook and how it relates to our businesses.  

Pages likes are a vanity metric and they should be treated as such 

As I was looking through the 500 things that I had told Facebook that I liked, it struck me that I could only recall seeing posts from maybe five of those pages on my feed in the last few months. So, for all these pages where I have explicitly indicated that I am a fan of that brand, or product, or musician, or whatever else, Facebook deems about 1% of that content worth my attention.  

It stands to reason that having a huge number of likes on your page really isn’t all that important when it comes to growing your business. You could have thousands of ‘fans’ on Facebook and they could still not be seeing your posts. Does that mean that social media is a waste of time for business? Absolutely not! It just means you need to look a little closer to see how you’re performing.  

Focus your attention of what things are engaging your audience 

Personally, I think the word engagement in a marketing context is getting a bit overused and is losing its meaning. But, as I can’t think of a better alternative, it’s the word we’re going to stick with. Besides, if you really think about what it means, then it really is quite an apt way to describe what you should be aiming for with social media.  

The 1% of those pages that I regularly see content from on my own feed are the ones that actually make good content that I genuinely find entertaining, informative or useful. But here’s the thing about social media: often the actions that users take are more about who they’re interacting with than what they are personally interested in.  

Think about it: how often do you actually like something that you see on social media? Then, of those posts that you actually interact with, how many are brands or businesses?  

The Digital 2020 report tells us that, over a 1-month period, the average Facebook user will like 13 posts, share 1 post, post 5 comments and click on around 12 ads. When you consider these numbers in the context of the hundreds of posts one user would be exposed to in a 30-day period, there really isn’t a whole lot of engagement to go around.  

This demands a holistic approach to measuring your engagement. Just because people aren’t liking your posts doesn’t mean they aren’t looking at them. Take note of metrics such as reach and impressions – sometimes they can tell a much clearer story around what is catching people’s eye than likes or shares. Clicks are another great metric – if you’re getting more clicks and impressions on one post and not another, there’s probably something to learn from that.  

Ultimately, conversions are what counts

We could spend hours unpacking the nuances of different post types, tactics and metrics and it probably still wouldn’t help your social media game all that much. At the end of the day, social media will always be a difficult way to drum up business simply because you’re not really in control. The dreaded algorithm sees all and even the experts are really just guessing at what’s going to work this week.  

The logical opposite to this situation is that any channel which you have direct control over is going to give you a much better idea of how your efforts are working. It’s pretty simple, right? If you’ve got a website that is getting regular traffic, enquiries or sales that means you’re doing something that your customers are resonating with. Sure, you probably need to keep up the effort on social but at least you’ve got a consistent and controllable way to see if you’re doing the right things.  

If you want a solid and consistent way to track how your business is doing, you really can’t go past a good, old fashioned website that is set up to sell stuff. There’s no greater proof that you’re doing the right things than seeing sales flow in. Incidentally, if you don’t have one already, Storbie can help you out with that.  

The moral of this story? Don’t sweat it too much if you’re not at Kardashian levels of likes and engagement. Just remember, Kardashians and vanity go hand-in-hand, and having lots of likes doesn’t mean you’ll be successful. You might not have the biggest following, but you can still create a great online presence by getting the basics right and focusing on engaging with your audience.  

Are products the secret sauce your competitors are cottoning on to?

If you’re just dipping your toes in the world of getting your pharmacy online, gearing up to manage delivering online orders can feel like it’s way, way in the future, especially for a small community pharmacy. So, why would you bother having your products displayed on your website? Here’s why you might be missing the secret sauce your competition is cottoning on to. 


How one hilarious Facebook post went viral, sparking a flurry of sales for local community Pharmacy

We love a good news story here at Storbie, especially when it’s a bit of fun too. We chat to Tauranga pharmacy owner and self-proclaimed dad joke king, Simon Hodgson, about how he inadvertently sparked a flurry of demand for Bureta Pharmacy’s Man Flu Relief after a tongue-in-cheek Facebook post went viral. 


Elderly don’t use the internet, or do they?

Here’s something we hear a lot: “I don’t need a website because most of my customers are elderly, and don’t use the internet.” If you’re one of the pharmacy owners saying this, you might be surprised to learn that the reality couldn’t be further from the truth. Here’s why, and why that matters:


6 More Questions Every Pharmacy Owner Should Be Asking Their Website Partner

Last week, we went through six questions that pharmacists should be asking the company they work with when they build a website. Those six questions covered the basics to get your site up and running.  

Once you’ve worked through them, you’ll want to ask some more advanced questions. These questions are all about selling online and listing your products online. Even if you don’t intend on doing this any time soon, it’s worth having a discussion, just to lay the groundwork for the future.  


Improve Your Website in 5 Minutes a Day with These Simple Updates

Got five minutes to spare? Forget doing an ab workout on whatever the latest As Seen On TV recommendation is. Five minutes is all you need to make some quick updates to improve your Storbie site!

A little bit each day can have a positive impact on the performance of your site, including huge benefits for your SEO (search engine optimisation) and your customer’s experience. Way better results than your ab machine!

Your Storbie site should be thought of as part of the team. Not only can it be a retail outlet, but it’s like a staff member too.

Along with being a place for customers to shop online, your site essentially puts on its uniform and name badge to welcome visitors, provide suggestions, and answer a number of questions.

And as with your human staff members, your website needs a little support and guidance to really make it shine! Just five minutes of attention can make a huge difference.

Consider if you were to include your Storbie website in your staff meetings. You would check in on how it’s doing, discuss some products or services to promote, and catch them up on the latest business info. 

In this article we break down how to make the most of your five minutes so that your web-team member works best for you. (more…)

2019 Marketing Dates and Your Downloadable Calendar

With a new year comes a whole new set of marketing dates and opportunities to promote your business.

Each year there are 11 public holidays and four seasons in which you can plan sales around. But you’re missing out if you’re not engaging with the many more holidays, events and observances that happen throughout the year.

The United Nations has a number of days, weeks, years, and even decades to acknowledge, along with national and local events, shopping days, sporting tournaments and more!

We’ve put together as many notable dates as our calendar could handle to help you plan your marketing for 2019.

These include monthly events such as:

  • Fizz Free Whanau in January – Challenge to Cut Out Sugary Drinks
  • NZ Music Month in May
  • Health Literacy Month in October

We’ve also included events that have not had their dates publicly announced but which the month is estimated, including:

  • Samoan Language Week, expected in May
  • Red Puppy Bikkie Day for the Blind Foundation Guide Dogs in July
  • Loud Shirt Day in September

Some of the more unusual observances include:

  • Darwin Day – Celebrating “Intellectual Bravery, Perpetual Curiosity, Scientific Thinking, Hunger for Truth”.
  • Pi Day – Celebrating math and eating pie.
  • First kindergarten in NZ Anniversary – Did you know in 2019 it will be 130 years since the very first kindergarten opened?
  • Hobbit Day – The birthday of fictional characters Bilbo and Frodo Baggins from The Hobbit and the Lord of the Rings, celebrating by Tolkien fans around the world.

To receive 2019’s calendar free, send a quick email to hello@storbie,com to request your downloadable calendar.

Get Ecommerce-Confident: What’s Actually Involved in Fulfilling Online Orders

Fear of the unknown can stop us doing a lot of things. When it comes to business unknowns, we worry there’s more to it than we can see, that we’ll get it wrong, that it’ll be too hard. So sometimes we think it’s better not to try.

Ecommerce can be that scary thing for some people. Talking about “commerce” on its own can sound intimidating enough, but add the technical element and it’s like an automatic shutdown happens in one’s confidence.

Here at Storbie, we are working to change that. We’ve created a platform that makes building your own website with ecommerce capabilities super easy. And in this article we’ll show you how the sales process works from the retailer’s point of view to help you become ecommerce-confident! (more…)

Ways to Promote Your Storbie Site Using Tools You Already Have

Hitting the Launch button to publish your Storbie website can be an exciting moment. Here it is – your website is live and viewable to the public!

But just as with a physical store, simply because the door is open and the welcome sign put out, doesn’t mean that people are going to wander past or come inside straight away.

There are a number of things you can do to promote your website, and we have a list of 22 Marketing Tips here for you to work through, but if you’re looking for some quick solutions, here’s how to get the word out there using the tools already at your disposal. (more…)

What New Zealanders want, and how you can give it to them

New Zealand is a pretty ka pai place. Consistently named one of the top countries to live in the world, there are many benefits, like the scenery, the culture, and the lifestyle, to name a few.

However, finding information about New Zealanders and how to market to them isn’t always easy. Especially when it comes to habits and spending (unless we’re talking sport). Most online information is for the US, UK or Australian markets.

Anecdotal evidence can be helpful to a degree, but sometimes you need the cold hard facts to help make informed business decisions.

At Storbie, we’ve sorted through the latest reports relating to Kiwi shopping habits to bring insights for how best to sell to the locals. (more…)