Day: June 12, 2018

What You Didn’t Know About Facebook Ads

Facebook may have started out as a way for teenagers and college students to easily connect, but it’s become much more than that.  Much More.  Today, the social network’s 1 billion user base is a goldmine for businesses looking to grow their brand.People continue to connect with other individuals on Facebook but they have also connected with brands and businesses.

While traditional marketing in newspapers, television, and other forms of media can be focused onto desired target audiences, their focus is quite limited. A law firm that markets their business in a business newspaper or TV channel will be limited to just one certain audience: business people. Other than knowing that the ads are going out to a business audience this example law firm wouldn’t be able to target their audience in any other way. Not to mention that determining exactly how many people viewed newspaper or local TV advertisements is difficult and not accurate.

With Facebook Ads, this same law firm would be able to laser focus their target audience. They would be able to choose the location of people to advertise their services to, their age, their gender, education level, interests, behaviors, language, income, and even relationship status.

One behavior that a law firm might want to include in their Facebook target audience is “small business owner” or “highly likely investors.” The law firm might also want to advertise only to people that are interested in “company mergers” or “corporate defense lawyer.” If this law firm decided to start handling divorce cases, they could also target “married” or “divorced” users.

Laser focusing a business’s target audience is instrumental in lowering marketing costs, as well as boosting conversion rates. Separate ad creative on Facebook that target certain audiences are also going to convert much better than general creatives that might be seen in newspaper or TV advertisements.

In a newspaper advertisement a law firm might have to stick to a generic headline like “Are you getting a divorce? Make sure you’re legally protected!” This headline would have to apply to women and men.

On Facebook Ads, a law firm could create an advertisement that goes out to men between the ages of 25 and 55 that are married or divorced, and the headline could say “Do you need legal help divorcing your wife?” It’s obvious how such a targeted approach would result in lower marketing costs and increased conversion rates. However, not all local businesses are aware of Facebook ads and how beneficial it can be to their marketing campaigns.

Versatility of Facebook Marketing

With Facebook Ads, businesses can market their brand, products, or services in four distinct placements that can have their own efficiency and lead quality benefits.

Desktop News Feed

Advertisements that show up on target audience news feeds will look like the content they see from friends and pages they like. The only difference between their friends’ content and your business’s ads is that the word “Sponsored” will show up underneath the ads.

Advertising on news feeds is effective because business ads ads are integrated into the content the user is browsing.

Mobile News Feed

These type of advertisements are displaced in the same way desktop news feed ads are, but they are only seen on the mobile version of Facebook. The mobile version of Facebook refers either to the native app used on iPhone or Android, or the browser mobile version.

Right Column

Right column advertisements will show up under a “Sponsored” section on the right column of Facebook. This ad placement isn’t as integrated as the ad that shows up in the news feed, but it is much less expensive because of that. Testing both desktop news feed ad placements and right column ads is paramount in finding the most profitable ad placement for your business.

Partner Mobile Apps

Apps that are partnered with Facebook will display your advertisements within their content or at the bottom of their user interface. Advertising on mobile apps isn’t really something most businesses test, but it’s an option that’s available for them when they are running profitable campaigns and are looking to expand.

The Advantages of Building a Facebook Fan Base

Facebook Ads can be used to reach Facebook users that are in your business’s target audience. The ad may incite Facebook users to redeem a coupon, visit your site, share your content, or even place a call.

However, Facebook Ads can also be used to grow your Facebook page’s fan base. This may not sound that important at first, but it’s essential to a marketing strategy of a business that needs to lower costs in the long-run.

A business with 5,000 fans for example can post something on their Facebook page and have it appear on their fanbase’s news feed. At regular times of the day most Facebook pages reach the 10-20% of their fan base: this is because not all fans are online at the same time of the day.

Unlike paid Facebook advertisements, having a large fanbase makes it possible to market to your fans for free after acquiring them. The best part about Facebook fans is that you can earn them just by asking existing customers to like your Facebook page. You don’t necessarily have to invest in Facebook Ads to drive likes and fans to your Facebook page.

After a fan likes your page you’ll be able to reach them with your posts again and again for free. Not to mention that having a fan base makes it extremely easy to share special offers and news with previous and future customers.

If you ever sell your local business, you’ll be able to sell it for much higher if it has a fan base and is loved by customers. Business owners invest based on value, and a fan base that can be tapped into regularly for future marketing holds a lot of value. Even if you’re not selling your business you’d want to take advantage of Facebook Ads to boost sales and lower marketing costs.

Facebook Success Stories

If you think that Facebook advertising is only for the big companies like Dell and Dominos, then think again. Facebook Ads success stories range from brick and mortar stores all the way to national Saas solutions.

One prominent local business which succeeded with Facebook ads is State Bicycle Co. By using Facebook ads for marketing coupons and offers, State Bicycle Co. was able to increase annual sales by $500,000.

State Bicycle Co. was also able to reduce their cost per click by 80% compared to the other advertising platforms they used for online marketing. A major part of this cost reduction was brought on by the laser focusing opportunity gave them. State Bicycle Co.’s target audience included people with interests in “big shot bikes,” “Missions bicycle,” and “track bikes,” which were exactly the sort of bikes the company sold.

In addition to boosting sales with Facebook Ads and decreasing marketing costs, State Bicycle Co. also increased awareness of their brand and grew their fan base.

The Power of Optimization

Traditional marketing across newspapers and televisions makes it hard to test various creative quickly. With Facebook Ads your business will be able to tweak creative as often as desired, to achieve the exact results required as soon as possible.

If you have an ad creative with a certain headline, but want to test which images boost click-through rates, then you can just add multiple images to that campaign and Facebook Ads will split test which performs the best.

Testing various headlines and ad text is also efficient with Facebook Ads: simply duplicate your business’s ads, and then add in the new headline or ad text tests. The creative version of the ad will be different, but you’ll be able to keep the same targeting and audience parameters.

Instead of having to spend thousands of dollars on testing campaigns before knowing if they are worth continuing or not, Facebook Ads lets you do that at a fraction of the cost at a click of a button. This is exactly why Facebook’s marketing platform is effective for local business.

The other advantage of Facebook is the cost. After setting up a dozen or two ads for testing and setting the budget of each add to a few dollars, you’ll be able to see how ads perform. The highest performing ads can then be scaled with higher budgets, and larger targeting locations, to grow at a pace that’s right for your business.

This insures that you’re never investing so much into marketing that if the marketing campaign fails, your business will be in hot water too. It also insures that campaigns aren’t so successful that they sound thousands of customers to your business and you fail to fulfil orders or services because you can’t handle the rapid growth. Facebook Ads lets your business grow a pace that’s right for your marketing budget, but also at a pace that’s right for your business’s growth goals.

The 7 Best Social Media Tools for Small Businesses

Owning a small business can be the most exciting thing that any person can possibly do. The challenges of reaching out to customers, successfully identifying and entering markets, and keeping a competitive edge over the competition can easily take over every waking moment.

However, the stress can easily become too much over the long haul. That is due to the never-ending need to engage with clients while also handling the administrative tasks for your business. Who has the time to handle everything?

Thankfully, we live in a time where technology has advanced enough to provide us the tools to automate most communication tasks, while simultaneously allowing your company to reach new clients without adding any additional cost.

Here are seven social media tools that are taking the small business world by storm in 2014.

Hootsuite

Imagine you are sitting in your car. In the dashboard are dials showing the status of nearly all of the systems in your car. Oil pressure? Gasoline? Miles? Check, check, and check.

Hootsuite takes this philosophy and applies it to social media. On a single screen, you can see all of your social media profiles, and delegate certain accounts to different people or departments (if your company is getting big enough for that sort of thing.)

Beyond delegation, this service enables you to see which profiles are garnering the most views, allowing you to see with a single glance, which is worth continuing to invest in. This saves you time and money by eliminating the need to run annoying feedback programs asking clients to take time from their schedules to inform you how they found your company.

VerticalResponse

The digital equivalent to the old-fashioned mail campaign is unknown, unimaginatively perhaps, as an email campaign. There are numerous companies out there promising to help create the best email campaign for their clients, though few has the track record for success as VerticalResponse.

As a company dedicated to helping small businesses succeed, it will guide you through every step of the process. Appearance is vital for these messages to be successful. VerticalResponse takes this responsibility seriously, designing some of the most beautiful and informative email advertisements possible.

VerticalResponse even works with you on social media, by formatting these advertisements to work with popular social media sites such as Facebook. Finally, it will create sign up pages designed to attract new people interested in learning more about your company.

CrowdBooster

CrowdBooster is a social media analyst tool, designed to inform business owners about what is, and what isn’t, working to improve your social media presence.  Beyond that, it collects data as to what time the most viewer’s access your posts, informing you as to when to release your next batch of campaign marketing material in order to have the greatest impact.

Industry luminaries, such as the Los Angeles Times and Ben & Jerry’s Ice Cream, use this company. If it works wonders for them, imagine what it can do for your small business.

This company is not designed to help you reach new consumers or formulate an advertisement. It is designed to inform you as to when you should do something, not what to do.

SproutSocial

SproutSocial is designed to make managing your social media presence easier by congregating all of your messages into one seamless interface. The goal of this service is to reduce the amount of time you have to use collecting feedback from users, thus allowing you to maximize the time spent helping improve your company’s products and reputation.

SproutSocial breaks down messages on a demographical basis, enabling you to see with a single glance which particular group is responding more. For instance, when deciding on a new gender-specific product, it is a good idea to know who is more enthused by your company.

Information is power, and by understanding who is saying what, you can get ahead of any trends and profit accordingly. What separates this from Hootsuite is that it is designed for companies with just a few employees. One person can manage everything with this service.

Postling

Up until now we have only dealt with traditional social media, email and sharing sites. However, there is another arm of the digital tree that needs to be carefully cultivated if a company is to survive in this digital age.

Like with the tools listed above, Postling monitor social media sites for new messages and demographic trends. What sets this company apart is the expansion of this monitoring to product review sites, such as Yelp.

Knowing what customers are saying about your company on these review boards is vital in order to maintain a positive company image in the local market. More and more people are going online first, to see which companies are worth their time and money.

Do not allow your firm to be ruined by a bad review. Receive notification of it immediately, and take action before it becomes widely read.

Argyle Social

Argyle Social is one of the larger, and more successful, companies in the social media tool industry. It is designed to automate publication of material put together by you, or your marketing team.

The company prides itself on being at the forefront of data collection, identifying new and powerful ways to give its clients the information needed to reach out to consumers without having to worry about wasting time and precious company resources.

It is one of the more expensive options on this list, starting at around $300 per month, but the experience and dedication found in this company is guaranteed to make the investment worth it at the end of the fiscal year.

Post Planner

Post Planner is a Facebook management tool that helps automate the sharing of content to your Facebook page.Like others, Post Planner will handle everything in the queue and automatically post out based on pre-configured times.

In addition to having all the normal page management features, such as scheduling, insights, it also comes with a secret weapon. What separates Post Planner from other management and posting tools is their content discovery engine.  This feature finds you the most popular, most shared content in your industry and then you can add that content to your queue to post later on.

By finding the best content to share, you will increase your engagement level, shares and social mentionswith your audience and save time doing it.

Social Media does not need to be a chore for the small business owner. By taking advantage of the tools available, it is possible to leverage the Internet and create a new stream of customers for your company.

Take the time to look over and look over our reputation, and imagine the possibilities. Reach out to these teams, and learn what can be done to improve your company’s image on the web, and see what new profits and opportunities can be had for those willing to take the plunge.

You do not even need to be fully digitized to benefit, numerous companies utilize social media instead of traditional websites due to costs and convenience issues. Seize the day!

What are your favorite social media tools to use? Feel free to share them in the comments section below.