What Is Site Speed & How To Improve It

What Is Site Speed & How To Improve It

How To Improve Site Speed

Home > Social Media

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See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills.

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We want our clothes deliveries yesterday, our takeaways fast and our websites to load NOW. 

I can’t help you with the first two… but I can help you make your website load fast and keep customers happy! Let’s explore site speed and how to improve it!

Let’s kick things off with an explanation…

 

What is Site Speed?

Site speed is essentially a measure of how long it takes for a page to load on your website.

Site speed is measured by looking at a sample of page views on a site, whereas page speed looks at a specific page. 

This is often reported back to you in a measurement of seconds… if it’s minutes, we’ve got to start wondering what year you’re in!

 

Why does Site Speed Matter?

Well, it’s important to know that site speed is important for you, website runners, in two ways…

One way is customer service, the other is the fact Google values it as a ranking factor! 

Google, being the clever beans they are, created a computer system modelled on the human brain called the deep neural network, and with 90% accuracy it was able to predict the following:

  • If your site takes between 1-3 seconds to load, the probability of a user ‘bouncing’ (or in other words, leaving your site) increases by 32%
  • A site speed of 1-5 seconds increases the bounce probability to 90%
  • 1-6 seconds increases the probability by 106%
  • And 1-10 seconds increases the probability of bouncing to 123%

So as you see, if you care about people visiting your site, having a positive experience with you and maybe even converting… then site speed is an important thing to work on.

And just to back up the Google brain there… recent surveys have found that 47% of users expect a site to load in 2 seconds or less, and 52% of users are more likely to be loyal to a page with fast loading speed.

It’s also an important factor when it comes to your SEO – with page speed a direct ranking factor.

Ultimately, everything Google considers an important factor to deserve to have your site seen online, is about providing customers with a superb experience. You see how it all adds up now?

So yeah, site speed – get on it.

Ok, we now know what it is, why it’s important, now let’s look at:

How to measure site speed

How do you know if you’re super slow or lightning quick?

There are loads of tools online, both paid and free, to help you find out what your site speed is, along with suggestions on what to improve.

One such option is loading up Google Analytics, clicking on the ‘Behaviour’ drop-down box, and then ‘Site Speed’, and then ‘overview’. 

Here you’ll be able to see your average page load time.

What’s more, you’ll be able to see how fast on average it takes to load on different browsers such as Firefox and the three people that still use Internet Explorer. 

You can also use tools like PageSpeed Insights to explore specific web pages.

This tool breaks down the various elements that make up page and site speed, giving you a great to-do list to help improve your speed yourself.

 

How to improve site speed

There are loads of different things you can do to improve your site speed, and tools, like I’ve already mentioned, will give you a great helping hand towards it all.

But my top four things you could go away and action today are:

  • Compress your images

A lot of the time, a slow load speed is caused by heavy file size photos and graphics on your page.

Make sure you’re optimising and compressing your images, keeping them around 200 kilobytes where possible.

You may need to strike a balance between quality and file size, so don’t put a bunch of pixelated images on your site just so it loads quickly.

 

  • Don’t host your own videos

It goes without saying, but videos are pretty big, and people aren’t going to sit around all day waiting for them to load. 

Use a third-party service such as YouTube or Vimeo and copy the embed code link to add the video to your site, without the hefty file size.

 

  • Sort out your CSS

Look into optimising your CSS… or ask your web development team to.

Your CSS will load in before anything visual appears to the user, so longer CSS load times can cause you problems. Get rid of any extra code and minimise your CSS files.

Some platforms such as Hubspot and WordPress actually have options to minimise your CSS automatically – so make sure you’re using those options where available. 

 

  • Enable Browser Caching

An easy way to speed up your site for returning visitors is to enable browser caching.

This stores a bit of information from your site on the user’s computer, so when they visit your site again, it will load even faster for them.

 

As I said, there are loads of tips to cover, but those are some great ones to get started on, so go out there and speed up your site.

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How To Conduct Facebook Audience Research

How To Conduct Facebook Audience Research

Audience Research Using Facebook

Home > Social Media

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

You may have got the impression that Facebook knows more about yourself than you do… 

Well, that might very well be true. BUT, as a wise man once said, “with great power, comes great opportunities for marketers”. 

With so much data available, there is a huge amount of benefits when it comes to learning more about your audience online! 

Today we’re going to take a dive into the wonderful world of audience research.

 

When it comes to reaching the right audience with your social media or digital marketing activity, you need to first work out who they are.

Focusing on the needs and interests of your audience helps you make more of an impact when it comes to pushing your message. In the long run, it’ll also save you a bucket more money than if you decided to go into it blind.

To start, there are a few different ways you can learn about your audience, such as:

  • Your own insight
  • Customer surveys
  • Google Analytics (other tools available)
  • Social media analytics

Today we’re focusing specifically on Facebook or Meta, and to help with that, we are going to look at one of the nifty, FREE, tools on their platform – the Facebook Audience Insights. Catchy name right? 

 

What are Facebook Audience Insights?

In short, it’s a tool that helps you better understand your Facebook audience.

If people are buying from you, or taking your desired actions on Facebook, then this is a great place to start to learn a little more about them or the things they have in common!

This tool from Meta lets you see information across two categories:

  • Your current audience
  • Your potential audience

Now you probably already guessed from the names, but ‘your current audience’ gives you some insight into who is currently interacting with your business (surprise surprise), and ‘your potential audience’ allows you to play around with the audience building options to find potential new people you probably haven’t reached yet. 

 

How Do You Use Facebook Audience Insights?

First things first, you’ll need a business page.

Then you’ll want to head over to the tool which you can find within Facebook Ads Manager. You can have a little search round for this yourself, but to save time, we’ll also be sure to leave a link around for you to click.

With that done, we are onto the good part. Make sure the right account is selected (if you have multiple) – you can select to look at your Facebook Page, Instagram and Ad account together or alone.

Then to start with, you can have a look at the insights surrounding your current audience.

In this section, we can see your page likes and then a breakdown of the age and gender of your current Facebook or Instagram following.

Notice any consistencies or vast differences? Make a note of this and ask yourself why?

Next you can see the top towns/cities that the audience who follow your page are from. 

And finally, it breaks down by the top countries.

Again, see if there’s anything different – or if it matches other data or perceptions you already had of your audience.

This data, mixed with other sources you might have on your audience, is great to help you maintain a successful marketing narrative, or to establish one already.

If you found all of your audience was from one specific town, state or area, you could create content for your Facebook and Instagram to target this commonality. 

Or If you found from the insights that your Facebook audience was high percentages of 30-year-olds, but your product/service is for the 60+ category – ask yourself why? Maybe the purchasers are their caregivers or children? Maybe you need to change up what you’re doing?

Next up, we have your potential audience.

This is the section where you get to play with filters!

Regardless of what you select in the filters, you’ll be able to gain insight into your audience through the likes of:

  • The number of people who fit into your criteria
  • Their age and gender
  • The top town/cities
  • The top countries

And, 

  • The top pages they like/follow

Cool – right?

Say your business is based in a specific town, and only services that area – for example, you’re a children’s entertainer…

Through conducting a bit of audience research using the filters on the Insights tool, selecting people of a specific age, with an interest in childcare… you can soon see who your target audience are and an overview of their interests by looking at pages.

And if that audience sounds perfect for you, you can even ‘create audience’ which will save it into your Ads Manager for you to run targeted advertising at later on.

 

Using the Facebook Audience Insights tool allows you to research your audience and make informed decisions about your future marketing efforts, making sure you’re nailing it from the get go.

We highly recommend pairing it with audience research from other sources to get a full rounded view on your audience – but remember that people’s motives on each platform are likely different.

That’s how to conduct audience research on Facebook! 

Get out there and find out more about your audiences and use the information to get the most bang for your buck on Facebook. After all, if Zuckerberg is going to be watching us every time we scroll through the holiday photos and cat pictures, there’s got to be some good in it for the rest of us right?!

 

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How To Boost A Post On LinkedIn

How To Boost A Post On LinkedIn

How To Boost Posts On LinkedIn

How To Boost Posts On LinkedIn

Home > Social Media

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

LinkedIn is SO popular nowadays that even Ryan Reynolds is on it! Cool, right?

It’s no longer just the ‘online CV’ people once thought it was, it’s a big ol’network of people you could be getting your business and message in front of.

Today I’m going to share with you the why’s and how’s of boosting posts on LinkedIn so your message gets seen.

When it comes to the topic we’re discussing today, we are talking about the act of boosting posts on business pages on LinkedIn – so bear that in mind.

So, let’s kick off with the big questions in life…

What does it mean to boost a post on LinkedIn?

Boosting a post on LinkedIn is exactly what it says on the tin… well, maybe in the small print.

It’s all about boosting the visibility of your post, helping it to be seen by a wider, targeted audience to help you achieve your objectives.

It helps as well, to make sure people outside of your LinkedIn page followers see your post – isn’t that useful?

It takes that organic glory and turns it into a boosted masterpiece.

 

What’s the difference between boosting a post & running an ad on LinkedIn?

When it comes to the difference between posting and ad-setting-up-ing, the biggest difference is the simplicity of it all.

It’s easier, in theory, to boost a post because there are limited options to select. It’s quicker in this way too, but as implied, this simplicity also comes with restrictions.

Boosting a post only gives you a limited amount of targeting options, objective setting and placement types – unlike running an ad that would give you the whole host of options.

This isn’t a bad thing though – because depending on your goal, one may work better than the other.

The decision is up to you, but today I’m talking boosting so how about we look at…

 

How to boost a post on LinkedIn

So first up it’s important to note that at the time of recording, you can only boost events, videos and posts with text or a single image. This might change over time, who knows!

You’re going to want to know which post you want to boost and then follow along:

  1. Access the admin view of your LinkedIn page and find the post in your feed
  2. Click the ‘boost’ button above the post to open up the next window
  3. Select an objective from either:
    Increase awareness of your post
    OR Get engagement on your post
  4. You’ll then select your audience type from either:
    Profile-based (things like job function, industry and seniority)
    Interest-based (which looks at the type of groups they’re involved with)
    A LinkedIn audience template (one they made earlier in true Bluepeter style)
    OR a saved audience (one you made earlier!)
  5. You’ll then continue to refine your audience based on the audience type you selected, for example; looking at location and exclusions
  6. Confirm the advanced options of automatic audience expansion (which will help show your ads to audiences similar to the one you just created) and LinkedIn audience network (a network that will help you reach 25% more people by running your ads on partner apps and websites)
  7. Set a start and end date for your campaign
  8. Set a lifetime budget
  9. Select an ad account to bill – it’ll either give you existing options of your ad accounts or will create one for you
  10. Take a look at the forecasted results, check you’re happy with the preview and then hit BOOST

 

Easy peasy LinkedIn squeezy. 

Once boosted, you’ll be able to track the post’s success in your ads account in Campaign Manager, as well as check out the post analytics itself.

And that’s it – go forth and boost your posts to achieve your objectives and do Giant things.

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How To Boost A Facebook Post

How To Boost A Facebook Post

How To Boost A Facebook Post

How To Boost A Facebook Post

Home > Social Media

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

For many people getting out in front of thousands of strangers is the stuff of nightmares, for those who work in marketing – it is an absolute dream. 

If you’re happy to fork out a little bit of cold hard cash to Facebook, then boosting posts can result in a pretty huge increase in your results, not to mention all of the potential new faces seeing your posts for the first time. 

Hi, I’m Ben, and today we’re going to go talk about boosting posts on Facebook, so hang around for this week’s Giant Wednesday.

So let’s start with the basics,

 

What does it mean to boost a post on Facebook?

Well, boosting a post on Facebook helps you to expand your audience beyond the people who already like your page. 

This gives you the opportunity to get in front of those who are outside of your immediate following and potentially get the social snowball rolling. 

Boosting will give you the chance to use in-built targeting options to make sure that your post isn’t just going to anyone. Instead, it’ll reach people who are more likely to be interested in what you’re offering.

What is the difference between boosted posts and Facebook ads?

A great question indeed!

Boosting a Facebook post is all about boosting something that currently exists organically on your timeline.

It helps give your post a new lease of life, getting it in front of new people quickly and easily.

When boosting a post, you’ll simply be asked who you want to reach, your budget, and how long you want an ad to run for.

However, when setting up a Facebook ad, you’re opening yourself up to far more options in terms of selecting ad placements, objectives, creative control, advanced targeting and more.

Which path to pick is very much down to the objective of your ad and, realistically, how much time you have.

And you should know that you can boost an Instagram post too – and lucky for you, we’ve covered that before.

If you want to set up a Facebook or Instagram with the full range of audience targeting options, formats, and the other advanced extras, then you will want to set that up on Facebook business manager. 

However, if you have a smaller budget, want to get things set up quickly, or just want to get a few extra eyes on your posts, then boosted posts are the one for you. 

Ok so now, into the nitty-gritty…

How to boost a post on Facebook

Now I’m assuming that you’ve already got a Facebook Page set up and have page role controls to advertise.

If not… get that sorted first.

But if you do, then follow these steps:

  1. Head on over to your Facebook Page
  2. Find the post you want to boost – this might be a job post, an event, a video, a discount code…
  3. Select ‘boost post’ which you’ll find at the bottom right of your post
  4. Fill in the following details:
    Goal: what results would you like from this ad? Messages, views, calls?
    Audience: choose either a recommended audience or create a new one based on specific traits such as interests and demographics

    Total budget: select a recommended budget or provide your own depending on how much you want to spend. Have a play here, because a little can get you a long way with the right targeting.

    Duration: how long do you want your ad to run for?

    Placement: would you like your boosted post to show on other Meta products like Instagram and Messenger?

    Payment method: review what’s already set up, or update your details as you need
  5. Select ‘boost’ and let it work its magic!

 

See, easy peasy.

Your boosted post will be subject to review to make sure it follows Meta’s Advertising Policies which can take up to 24 hours, so make sure you consider this extra time.

And that’s that – your boosted post will be… boosted, appearing in the feeds of your tailored audience and helping you generate more views and engagement.

You can monitor the success of your boosted post within the post analytics, deciding whether to push more budget or to pause it entirely.

So, go forth and boost and let us know how it goes!

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The Facebook Ad Targeting Options Available

The Facebook Ad Targeting Options Available

The Facebook Ad Targeting Options Available

The Facebook Ad Targeting Options Available

Home > Social Media

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Facebook (owned by Meta) is the largest social media platform by a long shot, so if you want to put your ads in front of a bunch of people, Facebook certainly isn’t short of them.

Now despite having that huge potential audience, showing your ad to all 2.89 Billion users on the platform,, nearly 40% of the earth’s population, may not be the most effective way of getting conversions. 

I’m Ben, and today we’re looking at how you can sift through Facebook’s users to show your ads to the perfect people, so stick around to find out more in this week’s Giant Wednesday.

 

Jokes aside, Facebook won’t literally show your ad to just anyone. According to Facebook themselves, they will automatically show your ads to people who are most likely to find your ads relevant. So even without you narrowing down your audience, Facebook has still got your back. 

But that being said, it is always better to be more specific with your ads, especially when it comes to getting the best results for your money. To help with this, Facebook offers you three audience selection tools to further target your ad delivery. Let’s go through them:

 

Core Audience Targeting On Facebook

With Core Audiences, Facebook lets you choose the rules for where your ads are delivered. You have the ability to set your target audience to be as broad or well-defined as you like, based on criteria including the following:

Location

Want to only show your ad to people within a certain area? You can adjust that setting here.

Demographics

You can further fine tune your ad appearing to users based on their age, gender, education, job title and more. So if you’ve got an ad for a 30-40 year old male fitness instructor with a Bachelor’s degree, you can make that happen, although.. Maybe keep your targeting a little bit more broad

Interests

Do you have a product that’s only relevant to Vegans or Spider-man fans? Or Vegan Spider-man fans? This is the setting to tweak for you.

Behaviour

Target your ads based on consumer behaviours such as prior purchases and device usage.

Connections

Include people who are connected to your Facebook Page or event, or alternatively exclude them to find audiences that aren’t acquainted with you.

 

So as you can see – there are plenty of options to choose from, but where to begin? You can start by using Audience Insights to explore the demographics, interests and behaviours of users connected to your Page.

By knowing the sort of people that are looking at your page, you can start to fine-tune who you show your ads to. You can even save an audience you create and use it in Ads Manager.

 

Custom Audience Targeting On Facebook

These allow you to connect with people who have already shown an interest in your business, whether they’re loyal customers, people who have used your app or visited your website.

Some of the options under Custom Audiences include:

Contact lists

Using information from your CRM system or email lists, you can connect with users on Facebook and put your ads directly in front of them.

Site visitors

Make sure to set up a Facebook Pixel on your site which will get to work automatically creating a Custom Audience of people who visit your site or take certain actions there. 

By doing this, you’ll be able to show people targeted ads on Facebook for items that they’ve previously viewed on your website.

App users

If you’re a developer, you can install the Facebook SDK to create ads that drive people to take in-app actions such as returning to a game, viewing an item or making a purchase.

 

Lookalike Audience Targeting On Facebook

Facebook knows its userbase, and you can use this to your advantage. By using Lookalike Audiences, you can connect with people who are likely to respond to your ads. 

Create a source audience of people you know are likely to respond to your ads. By providing this information to Facebook, they’ll automatically target users that have common interests and traits.

We’ve actually covered Facebook Lookalike audiences in a whole separate episode of Giant Wednesday, so check that out if you want to find out more.

So there you go – all the tools you need to find those needles in a haystack. Go out there and refine your ad targeting! 

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How To Boost An Instagram Post

How To Boost An Instagram Post

How To Boost An Instagram Post

How To Boost An Instagram Post

Home > Social Media

Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Want to give your Instagram post a quick boost?

Whether that’s more likes on a selfie #noshame or to get your competition in front of more people, no judgement here.

 

Instagram, we all love it even when we hate it.

For either business or pleasure, it’s a great platform to get our creative content seen and the attention it deserves.

Selfies, product promotion, pictures of cute kittens, competitions and giveaways… we don’t need to sell you on the idea of it anymore, do we? 

If you’re here, that’s because you’re interested in looking at how to boost your Instagram post – and that might be for a number of reasons.

Is boosting an Instagram post worth it?

The answer, in short, is yes. It helps you to reach new audiences, moving you past a somewhat limited organic audience depending on the optimisation of your post.

In order for it to be worth the money though, you need to make sure you choose your target audience wisely based on your objective.

 

How much does it cost to boost an Instagram post?

Boosting a post on Instagram is a lot more cost-effective than you might think.

The minimum spend for Instagram posts is just £1 a day, with the duration (depending on your audience targeting) also being a minimum of just 1 day.

 

How do I boost an Instagram post?

Boosting your Instagram post will turn it into an ad, meaning it’ll appear on more peoples feeds as they scroll through their app whether they follow you or not if they match your audience targeting criteria. 

In order to do this you’ll want to:

  1. Go to your profile
  2. Tap the post you’d like to boost
  3. Below the post’s image, tap boost
  4. Select which goal you’d like from more profile visits, more website visits or more messages
  5. Define your audience by targeting people based on their location, their interests, their age and their gender
  6. Set your daily budget and duration (which is capped at £1000 daily for 30 days)
  7. Connect your Instagram account to a Facebook account (or tap skip)
  8. Complete your ad

Once completed, your ad will go under review before being put live – the timeline on this depends on a variety of factors outside of your control, so make sure you consider this.

You’ll then receive a notification when approved, and the ad will go live! 

 

How can I see the success of my boosted Instagram post?

If you’re doing all of this through Instagram’s app, rather than through Facebook Business Manager, then you can still gain analytics for the success of your ad.

On the post, head to ‘view insights’ and have a look where it will break down things like:

  • Engagement metrics
  • Promotion taps
  • Profile visits
  • Accounts reached
  • Follows generated
  • Audience breakdown
  • Budget tracking

 

So, that’s it really, it’s super-duper easy to boost an Instagram post, and totally worth to help achieve your objective for a small fee.

Have a go yourself, start small and work your way up!

 

 

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