Category: Blog

Facebook Pixels: Are you targetting the right people?

First, what are Facebook Pixels?

“The Facebook pixel is code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.” –

If you are wondering why you should use Facebook Pixels, our Marketing Manage, Tamzin, has created a video that explains all the reasons making sure it.

If you want to talk to us about getting Facebook Pixels on your website, please email Tamzin using the button below:

Understanding your Ideal Customer

Understanding your target audience is vital to making sure your marketing efforts are beneficial to your business, if you don’t understand who they are, you could be targetting the right people with the wrong message or vice versa.

We have created a Customer Persona template that you can use for your business to find out your ideal customers Demographics, Characteristics, Pain Points, Frustrations etc.

This template will give you a clear idea on what platform to use, what content you should be posting, and how to write your customer communications.

Google Analytics Definitions

Google Analytics is a massivly important tool for understanding your customer journey and what your customers actually want from your business.

However, it can be very confusing to understand what everything means, so we have put together some basic google analytics definitions to help you understand what data you are looking at.


Users: “Unique visitors”, or a person who has come to your website.

Sessions: “Visits”, or different times that person came to your site.

New vs Returning:

New visitors: Those who go to your site for the first time on a specific device.

Retuning Visitors: Those who have come back to the website more than once on the same device.

Frequency vs Recency:

Count of Session: How many sessions returning visitors made

Days since last session: Days between last session closed and new session opened

Average Page Per Visits: Number of pages (on average) people look at on each visit to the website (if this is low, add more call to action buttons on the pages people are most likely to visit)

Bounce Rate:Meaning a visitor enters your website and immediately exits (if this is high, check the design, the rendering on mobile, and how slow your site loads)

  • If it is low or 0% it may mean that analytics is not installed on the website correctly
  • 26% – 40% is Excellent
  • 41%-55% is Average
  • 56%-70% is Higher than Average (higher or expected if the website is a 1 page website)

Devices (Desktop, Mobile, Tablet):

  • If your visits from mobile are high, make sure the site is optimised correctly for mobile, same with desktop/tablet.


Social: Visitors who come to your website from a social network

Direct: Visitors who come to your website without a traceable referral source, such as typing your URL into their address bar or using a bookmark on their browser

Organic Search: Visitors who come to your website after searching and other search engines

Referral: Visitors who come to your website from another website by clicking on a link

Other: If you use URL parameters for custom campaign tracking (Campaign URL Builder), the traffic linked to those campaigns is listed here

Paid: Visitors who come to your website from an AdWords or other paid search ad


Behaviour Flow: Shows the journey of the customer from the point of entry to the point of exit

Site Content: Shows pages that have been most visited in the time period selected (Home page will most likely be the most visited page)

The Importance of Facebook Groups

There are 2.6 billion monthly active users on Facebook, and every brand is trying to cut through the noise to find their perfect clients. So, you need to find a way to interact with your target audience and a great way of doing this is using Facebook Groups.

Our video below from Ellie, talks you through all the reasons that using Facebook Groups are so important:

If you are in the St Albans or surrounding area, we have linked some of our favourite Facebook Business Groups.

If you want to discuss Facebook Groups, drop us a message using the button below:

Creating The Brand You Need

Your brand is what people recognise about your business, it’s your logo, colours, fonts, and the way you present your business.

Brand can be a hard of your business to get right, but it is essential to growing your business and reaching your audience.

So, we have put together some of our tips on creating the brand you need!

1. Vision, Mission, Values

Your vision, mission and values are the core elements of what your business is going to do, what your business stands for and where you want to the business to go.

Vision – Think of the big picture of your business. Imagine it is 5 years from now and your business is successful. What does that look like?

Mission – What do you do in your business? Who do you do it for? How do you do it? How does it help them? Now write your mission statement in one sentence!

Values – What does your business stand for? It’s time to dig deep. Ultimately, you want your branding/business to attract people with the same beliefs and values.

2. Define your brand

Defining your brand means understanding what you want the voice and tone of your business to be. Understanding what is at the heart of your brand’s style, content, and personality will help a lot in the process of creating your mood board, choosing your colours, fonts, and more.

One way to do this is use keywords, so sit back and think of ten words that come to mind when you think of your business.

3. Audience

You want your audience to feel like they belong with you and your business. In order to achieve that, you need to know exactly who they are, and everything about them.

A great way to do this is to use a Customer Persona template, to help you understand your ideal customers demographics, characteristics, interests, frustrations, and tone.

4. Mood Board

A mood board is a great way to visualise what you want your brand to look and feel like. Creating your mood board is a fundamental part of the process of creating a brand that attracts the right people to your business.

An easy way to do this is by creating a secret board on Pinterest and pinning different colours, textures, photos, logos etc (aim to get between 10 and 20 images)

5. Brand Visuals

Now you can take a deeper dive into the visuals of your brand by choosing up to 5 brand colours, made up of neutral colours, dominant colours, and one accent colour.

Then choose a font combination, make sure you chose fonts that reflect the personality of your brand.

Next, you can decide if you want any patterns, textures, illustrations or icons in you brand visuals.

Lastly, you can create your logo, aim to keep it simple and in harmony with your branding. You can use pinterest or google to have a look at logos ideas, having this clear in your mind really helps with the logo design whether you outsource or create your own logo using Canva, Photoshop etc.

Having an easily recognisable brand will make potential customers trust you more, and give a good impression of your product/service before they have brought it. If you are still struggling with this contact us and we can send you our branding workbook to enable you to really drill down and focus on exactly what your brand and business is all about.

Are you using the correct social media platforms for your target audience?

Social Media, can be a total minefield. With new platforms popping up and updates and changes to current platforms happening all the time, we can understand why people shy away from them. The common theme we find with our clients that are active on social is they use the platform they like the most, and that’s great if your client is using that platform but what if they are not? You could spend a year on Facebook promoting your business and trying to get your name out there but in actual fact, your ideal client spends the majority of their time on LinkedIn or Instagram.  

We often get ‘LinkedIn scares me’ or ‘I don’t get Instagram’ but in all honesty, if you don’t know where your dream clients are and don’t get to grips with the right platform you are indeed just wasting valuable time and energy. Which in turn will not give you the results or sales you desire. We want you to really think about where your clients are if you are B2B what are you doing on LinkedIn right now? If you are targeting the under 30’s it’s all about Instagram, YouTube, and dare we say it TikTok! 

However, it is also about considering that just because your business may be B2B it doesn’t automatically mean your client is going to be on LinkedIn, so it’s really important to understand where your clients hang out to determine which platforms you should be on! It’s also really important to work out how they communicate. For example, a lot of places like hairdressers will arrange appointments via Facebook Messenger, but we highly doubt a recruitment agency will set up an interview through Facebook Messenger. So it is about approaching your customers where they are comfortable and where you will get the most engagement from them.

We are urging you all at the minute to really think about your ideal client, what are they doing? What do they like and dislike? Where are they hanging out? And how can you create content that will resonate with them?  It will save you time in the long run and really help you to create engagement which will, in turn, increase your sales leads.  Please please don’t shy away from other platforms, and if you are struggling contact us today. We will happily guide you in the right direction, or even do it for you.

Register for our FREE webinar all about content creation here:


Adding Subtitles to Videos using Kapwing

Subtitles are a massively important part of using videos on your social media. Videos without subtitles are only watched 66% to completion, compared to videos with subtitles included, 80% more people watched to completion.

It isn’t always easy to add subtitles to videos, but we use a handy website called Kapwing and we wanted to show you how you can use it to add subtitles to your videos.


  1. Head to and create an account
  2. Click into my workspace on the left-hand side, and choose new project
  3. Next click Start with Studio
  4. Then upload your video
  5. Next click subtitles just above the video
  6. Scroll down to autogenerate and change the language to English (Great Britain)

*Kapwing is great but you will definitely need to go through and check that it has picked everything up*

  • Now, click into the sentence that you want to change
  • Then click Done
  • On the top right hand-side click Publish
  • Once processed you will be able to save the video.

Top Tips for staying positive in the Corona crisis

With the majority of the world in a current state of fear and panic, Tia loves to help the Amber Mountain team with her mindset and suggests the only way we can fight this is to be positive! Don’t worry, we completely understand it’s not that simple, which is why Tia is going to share our office’s top tips of how to maintain a positive and motivated mindset! Tia is by far our biggest positivity motivator in the office so take a look at her amazing blog on keeping you going in these uncertain times.

Before you start taking on any of these tips, it’s important to remember that you need to accept the situation you’re in. It may feel a bit overwhelming but as soon as you understand what you can and can’t do to change your circumstances, the sooner you will be able to feel positive!

Tip 1 – Make weekly goals

Every week, without fail, we make weekly goals in the office. These goals are in place to ensure we have a productive week, being productive will bring up your spirits and make you feel more positive. We choose to make a business goal and a personal goal so that we feel we’re progressing in all areas of our life! Amber Mountain’s top tip is to make these goals specific, as you’re much more likely to achieve a goal if it’s specific. For example, do you want to catch up with previous clients? Write down how you will catch up with them – via email or phone call – and how many clients you will catch up with. Then at the end of the week, see if you’ve achieved your weekly goals… if you have, then a G&T is in order and if you haven’t that’s okay, look at why you didn’t achieve it and carry it on to next week.

If you’re going to try out weekly goals, find someone to do it with you because having someone else to hold you accountable to undoubtably going to make you work harder!

Tip 2 – Make daily wins

A win is something that you’ve done well or has made you happy – whether that’s writing an amazing blog or enjoying 5 minutes peace in the sun! We write down a win every day so that when we feel we’ve had a bad day we can look back and say actually I’ve done this today! Daily wins are just a small way of keeping you positive every day and then when you look at them all written down after a week or a month you realise that you’re achieving great things, which is great for a positive mindset!

Don’t limit yourself at daily wins though! Emma likes to do a win per hour advised by her business coach Jeremy Graham-Clare to keep her motivated, especially whilst working from home and teaching the kids at the minute!

Tip 3 – Plan out your day

Planning out your day in the morning is proven to save you from time wasting throughout the day. Therefore, take 15 minutes every morning to write out your to-do list and include timings. This gives you something to hold you accountable. For example, if you were meant to finish task one by 10am and it’s now 10:15am your list will give you the push you need to get it finished and move onto the next task. The feeling of seeing all your tasks ticket off is a brilliant way to switch off at the end of the day and carry your positivity through to the evening!

Our top tip is to make sure you include enough time for regular short breaks away from the desk too!

Tip 4 – Express what you’re grateful for

This task isn’t necessarily one to do daily or weekly but, whenever you’re feeling a little negative write down everything that you’re grateful for. From certain experiences to work achievements to family time, make sure you include every little thing on this list. Once you’ve written the list you will start to appreciate these things a little more which is an amazing positivity boost.

Tip 5 – Utilise your social life and support networks

Doing any of the tips above with someone else will naturally increase your positivity, whether it’s with friends, family or colleagues. As we said, we create weekly goals, discuss daily wins and plan our days together, as an office via zoom. We find this great as it means everyone is aware when someone is feeling particularly worried or stressed and they will then help out wherever possible. Socialising with others and speaking to them for support is a fantastic way of increasing positivity as it means you’re not suffering alone. So, do make sure that you bring other people along this journey to a more positive mindset with you!

Tip 6 – Exercise regularly, eat healthy and get plenty of sleep

This tip is the basic tip that you’ll find everywhere however, we wanted to include it because they are so important! A lot of our office’s personal goals consist of exercising 3-5 times a week, getting a full 8 hours sleep or drinking 2 litres of water a day because sometimes you need that nudge to look after yourself properly. Your goals don’t have to be the same straight away… you may start with aiming to go on a walk twice a week and at least getting 6 hours sleep a day, whatever works for you and your lifestyle! Without these basic rules of self-care there’s no way you’ll feel motivated to maintain a positive mindset.

We can assure you that feeding these tips into your daily or weekly routine is going to improve your productivity and your overall positivity. However, in these quite frankly mad times, we are all going to have our bad days and that’s okay!  Just don’t beat yourself up about it!  We are all human.   Try to get a good night’s sleep, ready to wake up the next day and put your positivity pants firmly back on. WE GOT THIS!!!  

Please tag us on a post on social media or let us know whenever you try any of these tips as we’d love to help you stay positive!

5 Marketing Tips to help your business in the current climate!

1. Communicate with your clients – Keep talking

Let them know you are still working and communicate any changes that are taking place in your business.  Definitely keep a positive spin on what you are doing, you need to keep upbeat for your customers.  Communication is vital when times get tough!

2. Keep posting on social media – let the world know you’re here

Be consistent and remain positive. Offer advice in your expertise – if you are an accountant what can small businesses do financially, if you work with children post and share ideas of what can parents do to keep sane?  If you can’t think of ideas for content contact us and let us help you – we can always find a positive.

3. Change your business model – Don’t fight it, feel it

If your business involves face to face contact change it up a bit.  Our lovely client Jess at Showtime Circus provides circus skills to kids so she is going online with Hometime Circus.  This could in fact make her business even bigger with more opportunity for kids not in the local area to join in.  Naomi Czuba Dance will also be doing this – we need motivational people like Naomi & Jess in our lives right now!

Think outside the box!  This is the perfect time to do your up garden.  Landscape gardeners, tree surgeons and rubbish removal companies do not even have to enter the home or make physical contact.  You can stay safe in your house whilst they work their magic.  

4. Offer free tools – share the love

Give out anything you can to help people.  We are offering free advice, our business coach Jeremy at Action Coach is offering free advice and a webinar tomorrow to help everyone. Our IT client Neil at NetSec is offering his conference call service for free, Charlotte our Invoke Finance client is offering mortgage advice calls and our Crisp Accountancy client Luke is doing a series of videos to help businesses. He’s also bucking the trend in the accountancy sector by having zoom calls with all his clients 1-2-1.  What can you offer to help everyone you can right now? If your business is events and networking we can do this online!  Thank goodness we have technology!

5. Use the groups!  There’s nothing wrong with shouting ‘look at me’

We are lucky enough to have so many good social groups on Facebook and business connections on LinkedIn.   We can all post and share our content on most of these so find them and use them.  If you don’t know what we mean contact us and we can tell you more and help you find them. 

Finally add some humour where you can – share some positivity and happiness, we have to keep that going.  

If you are really struggling to smile check out my sister Kay DJ Kayrona on Spotify she is setting up a daily positive playlist.   We have got this guys and if you are struggling just call us!!!!  We want to help!!!

Automation vs Personalisation: Have you got the balance?

With technology becoming more and more powerful the use of AI (Artificial Intelligence), is becoming a popular choice with a lot of businesses.  There is however a fine line between keeping it personal and badgering clients with constant automated emails that they can clearly see are automated too! Only leaving them to do one thing and that’s click on the Opt out button!   As much as we live in a digital world the old saying is still very much true ‘people buy from people’ and I personally hate the way the world is going with automation.

When to use automation

Automation will never replace the personal connections you should have with your clients, however, that doesn’t mean it can’t make it easier for you.

One example of this is, Birthdays. That’s right, something as simple as wishing your client/customer a Happy Birthday can be automated yet still personal. If you know when your client/customers birthday is, why not add it to your database, then automate an email to go out to them wishing them a happy birthday and maybe offering them a birthday discount, it really is that simple!!

Split your database to make it more personal

If you are automating 10 different emails to go to potential customers, that are generic, and not personalised to offer a solution to that specific business, do you think your message will stand out? Probably not.

Knowing how to segment your audience can be really tough, boring and very confusing. However, automation can do all of that for you, and not just based on age, gender and location but interests, income, buying habits, social media activity etc.

So rather than trying to sell a training package to all business owners, you can segment your audience and automate your message to go out to Business Owners who aren’t using social media, or who are using it intermittently, which is a lot more personal than a generic blanket email.

Newsletter tools such as Mailchimp are great platforms to use to segment your audience, with the option to have different audiences and tags. Plus, you can even use different segments based on birthdays, address, activity etc.

Personalisation over automisation any day.

Automation can make your processes easier, more effective and increase efficiency however it’s something you really need to think about and make as personal as possible.  We need to be human, people want a warm fuzzy feeling inside when they hear from you, and it’s not something you can do lightly and it takes huge amounts of time to perfect.  We are yet to find a series of emails that we don’t feel have been automated but please do prove us wrong and send us your automated ‘personalised’ emails. As marketers we all want that day to come!