Ignoring Local Search Could Be the Death of Your Marketing Strategy





Imagine you’re in charge of Verizon’s marketing strategy. You’re trying to sell mobile devices on a national and global level. So, you invest in social media, commercials on all the major TV networks, Google and Facebook ads, etc. But you neglect to invest in local advertising or search. Verizon relies on local stores to serve and service their customers. If customers had to scroll to the third page of Google results just to find a Verizon store, they might go to Sprint. An example from my local community: We’ve not had a specialized running store in our town ever. When one threatened to crash our fair city, I was overjoyed.



Only one thing: their location was not prime. No tourists would wander in and a large number of runners would have to drive across town to patronize them.

If it weren’t for local search, nobody would ever find our local running store. And I hope they’re reading, because here are a few reasons why you should never neglect local search.

1. People are Hyper-Local

While city people like to brag about their massive commutes, most people actually don’t drive very far from home. 93% of consumers don’t drive more than 20 minutes for everyday shopping and needs.

Google research tells us that more than 1/3 of all searches are location-based. Google has restructured a large part of their search engine around local search.

Now, proximity isn’t going to be something you do much about once you’ve established a business. Even if it is one of the most important ranking signals for local search.



But, here’s what you do need to know. People aren’t using terms like “near me” anymore. I even tell my wife it’s silly and a waste of energy to type “near me” into Google.

This will mainly affect your keyword research. Local search still revolves around location names, but with Google getting better at gleaning context, you don’t want to overload your content with location names.

2. Neglecting Behavior Analysis Could Make You Miss the Mark

50% of all local searches result in in-store visits from leads. If you own a small business, this should compel you to focus on local search.

About 2/3 of all mobile users prefer brands who include some sort of local element in their app or website. And oddly, a majority of businesses don’t include a local element in their apps or websites. They don’t even claim their listing on most popular search engines either.

How is a customer supposed to find you if you are invisible online? Nobody uses the phone book anymore. It just sits in a drawer somewhere wishing to be read by a filibustering politician.

If you’re a healthcare professional, behavioral trends in your area could inform your local content strategy. Is flu season imminent? Preempt flu season by creating local content targeting anyone who might come down with the flu. Your content will be more effective if you understand current behavior and can predict future behavior.

Location-based statistics are easier to come by now with the advent of mobile technology. Reviews are one of the easiest ways to agreggate data about customers. What are they saying about your business? What are they eating at your restaurant? Whan are they coming to your store?



3. Nobody Will Come to Your Local Event

Even two years ago, it was exceedingly difficult to find local events on Google. Unless you lived in a major metropolis. And even then, it really depended on the effort a city put into their event advertising.

Google has seen the gap and they will raise us a new set of event search features. And they’re hoping to streamline the process of notifying customers and patrons of local events.

At the end of July in 2018, Google announced their plans to update their calendar and event search features. And they should be active within the month. While this is a little late to help people escape the heat this summer, it’s going to permanently change the future of local search.

They’re adding personal recommendations to the list as well. Since Google is already collecting behavioral data on searchers, applying that information to local event search is a logical next step.

Google will eventually use context to help you find events nearby. Typing in something like “free concert” will bring up local events near your location, especially on a mobile device.

How Do You Utilize This?

Even a running store could utilize the new event search features on Google. Set up social runs, running clinics, or even shoe sales events.

Of course, Google is going to get really good at distinguishing between sales-y events and social events. But until they do, you might be able to sneak a sale in there somewhere.

And Google knows that people don’t want to just stay on the Google website. They’ve learned their lesson from the search and answer feature. So, if you’re an SEO, you have no reason to worry about leads bouncing away before clicking your event links.

Of course, other platforms won’t be too happy. Facebook has cornered the event search market for a few years now. Often when I go to look for an event, I use Facebook.

How successful these new search features are depends on how much pushback Google gets from other companies. Will shady backroom deals tank the new features? Or will we see a new dawn in the local event market?

What do you think? Let me know in the comments below.

 

Popular 80’s Brands That Are Gone (But Not Forgotten)





Are you wondering what happened to your favorite brands from the ’80s. From television to fashion, past decades always seem to come back in style, and the ’80s have been especially hot lately. As ’80s kids are fully entered adulthood and even having kids of their own, it’s the perfect time for a nostalgic look back.



Many brands are cashing in on the trend by making retro, ’80s-inspired content. However, very few of those brands were actually around in the ’80s. What happened to the ones that started it all?

In this guide, we’ll take a look at some of the best brands from the ’80s that may be gone, but live on in our memories. Keep reading to find out where these former cultural icons went.

1. Coleco

Never head of Coleco Industries? You’ve surely heard about their products, though. This was the brand behind one of the weirder toys from the decade: Cabbage Patch Kids. Coleco also made a number of the popular video game consoles of the ’80s.

However, Coleco Industries didn’t even make it to the end of the decade, in spite of these seeming successes. In 1988 the company was bankrupt, and by 1989 it had to sell its assets and product lines.

The flagship console from the company, Colecovision, was launched in 1982 and associated with such popular pastimes as Donkey Kong and Star Wars games. Today, some people hungry for nostalgia still buy the old consoles on eBay for up to $200.

2. Bally Fitness

In 1983, the Bally Manufacturing company bought a manufacturer of exercise equipment. By 1987, Bally had all but taken over: it was the biggest operator/owner of fitness centers in the world.



It wasn’t until 1995 that Bally named all of its centers “Bally Total Fitness,” but by then people were already well familiar with the brand. However, the heyday of Bally didn’t last. In 2011, the brand started to sell its fitness clubs, and the last one closed its doors in late 2016.

Although you may no longer see the Bally Fitness name in lights across America, you could argue that this company revolutionized the way we work out by pioneered the modern concept of the gym.

3. Prozac

That’s right, one of the most famous antidepressants is also a quintessential ’80s brand.

Prozac first started changing people’s lives when it hit the market in 1986. This was a revolutionary treatment for many people, and soon became part of many pop culture references.

Today, many people still use antidepressants, but Prozac is no longer the first choice. With cheaper generic versions of the brand-name drug, plus many different alternatives, Prozac stopped dominated the antidepressant market a long time ago.

4. Kodak

Kodak was actually founded in 1888, but the film company hit its peak popularity in the ’80s and early ’90s. However, with the advent of digital cameras and smartphones, a film company couldn’t possibly stay on top.

In 2012, the company filed for bankruptcy and continued with small-scale operations that have lasted to this day. This is a far cry from 1996, when the company was the fifth most valuable business worldwide.

5. Drexel Burnham Lambert

Although this wasn’t exactly a huge name in the pop culture world, Drexel Burnham Lambert was an investment banking firm that was integral to the financial world of the 1980s.

One thing the ’80s is known for is the cutthroat Wall Street culture of bankers and investors, and Drexel Burnham Lambert was one of the pioneers of this culture. The brand operated largely in junk bonds, which were high-risk but high-reward.

However, these risky bonds were the company’s downfall: in 1990, they were forced to file for bankruptcy because they’d been illegally involved with junk bonds.



6. Jordache

What happened to everyone’s favorite jeans of the ’80s?

Jordache rose to fame for its designer jeans throughout the late ’70s and the ’80s. People were still rocking Jordaches well into the ’90s. However, by the late ’90s, the brand’s popularity was over and their products could only be found heavily discounted at retailers like WalMart.

You won’t believe what your beloved jeans company has been doing since then. Today, the brand is involved in real estate ventures in the U.S. and even has some business ventures in Israel.

However, they haven’t stepped away from jeans entirely: they actually make private denim for still-popular brands like Levi’s and the Gap.

7. Compaq

If you lived through the ’80s, your first computer may very well have been a Compaq. Founded in 1982, this company made some of the earliest PC compatible computers for IBM.

The tech company didn’t exactly disappear: instead, it was bought by Hewlett-Packard in 2002 at a price of $24.2 billion.

8. Magnavox

In the 1980s, this portable video camera suddenly made it possible for people to record their lives like never before. Amateur filmmakers, proud parents, and more jumped on the chance to document their favorite moments.

Magnavox was one of the most popular VHS recorders, but JVC and RCA also offered alternatives.

All three of these companies actually still exist, but needless to say, their revenue doesn’t come from sales of VHS recorders. In the ’80s, Magnavox made everything from video cameras to the earliest video game console toy.

The brand was already owned by the company Philips, and was never exactly dismantled. But in the ’90s, the Magnavox name no longer held weight for consumers, so Philips stopped using it.

9. Pan Am

Pan American World Airways offered a popular way to globetrot in the ’70s and ’80s. Pan Am was actually the biggest international airline in the U.S. for decades: from its start in 1927 until 1991, when the company was bankrupt.

Branding issues and PR problems brought the company down, and rising oil prices didn’t help either. The company was revived by investors in 1996, but never achieved full success again.

What Can You Do With ’80s Brands?

Although most of these brands no longer exist in the same way they once did, the power of the ’80s brand is back thanks to today’s wave of cultural nostalgia.

For many, selling vintage ’80s products has become a great way to make money. If you have retro gear around the house, or find something special at a thrift store, you can often resell it on eBay for more than it originally cost.

Hoping to turn your passion for the ’80s into a full-blown side hustle? Check out our tips for successful side hustles here.

 

5 Ultimate Webmaster Tricks to Deal with Unhappy Customers on Social Media (2018)





“You can’t make everyone happy!” Cliché but true! No matter how good your products are, or how awesome your services may be, there will be some customers who will be unhappy with you and will show their displeasure on different channels including social media. In fact as a business owner, you will be receiving negative comments on social media at some point or the other.



Yes, it is unpleasant and even uncalled for but the big question is – What should you do?

Should you simply ignore such comments?

Or should you choose to respond?

The answer is ‘Yes’! Of course, you should respond. Ignoring such comments won’t make them disappear from your social media accounts. Remember, running away from complaints or negative customer reviews would only show how ignorant are you towards your customers and business.

So, the next time you find one of your customers jabbing about your products or services on Facebook or Twitter, make sure that you or your team responds quickly.

Do You Know?



  • 45% of customers share negative reviews on social media. (Source: TruConversion.com)
  • Over 1 million people view tweets about customer service every week. Roughly 80% of those tweets are negative or critical in nature. (Source: Adweek)
  • For every 1 customer complaint online, there are 26 other customers who share same feelings but don’t say anything. (Source: Groovehq.com)
  • 65% customers are frustrated by inconsistent experiences across channels. (Source: TruConversion.com)
  • Churn rate can increase by 15% if organizations fail to respond to customers on social media. (Source: Gartner)

With these stats in hand, it’s easy to understand how responding in a timely manner can help you convert them into loyal ones.

If you’re confused on how to turn your angry customers into happy ones, here are 5 ultimate tricks that will help you turn unhappy customers into brand loyalists.

  1. Stay Updated on Conversations – As a marketer, you should have knowledge of what people think and talk about your brand. It is important that you be social and participate in all conversations about your brand. Remember, being a great listener will help you offer better response to your customers.

Here’s an example:

Check out how this yoga-wear retailer Lululemon Athletica witnessed a massive decline in its revenue  because they did not pay heed to what customers are saying about their product on social media on time and respond to them.

You will find that a lot of people took to social media to talk about the brand. However, there was no response from the company on the social media platform or on their website that made the matter worse.

  1. Respond Quickly – According to an article published in Thunderhead.com, 25% customers migrate to competitors just after one bad experience. Therefore, you need to respond as quickly as possible and pacify your customers. It takes some micro seconds for an issue to get viral on social media platforms. Therefore, it’s better to take control of the situation before it gets worse. Don’t forget, 65% Twitter users expect a response within 2 hours, states an article published in Truconversion.com

Yeah, true! You may not provide them with a solution at that very moment, but it’s essential to address their concerns and let them know when their issue will be resolved and the reason for your taking so much time.

This will assure your angry customer that you are looking into the matter and that they are of prime importance to the company. According to Hubspot, if you respond quickly, 34% are likely to buy from you, and 43% are likely to encourage friends and family to do so as well.

Here’s an example:

Maker’s Mark reversed their decision of reducing alcohol content in their product after getting negative response from their customers. They quickly reverted to all the comments by issuing a social statement regarding their taking their decision back.  

 



  1. Deliver Authentic Apology – Cyberalert.com states that public apologies on social media and review websites significantly impact brand reputation and customer perception. Craft your apology in a way that looks genuine and earns respect. Remember, apologize and do not make an excuse, there is a difference between the two.

While a strong apology can turn your angry customers into loyal ones, a flimsy one can aggravate them further. Also, there is no harm in making your apologies public as this will only help in building your image of a responsible company.

Here’s an example:

A representative of FedEx was caught throwing a package over a customer’s fence, the company accepted its mistake by posting a blog “Absolutely, positively unacceptable” on social media. They also included a video from company’s senior vice-president Matthew Thornton in the post to make the apology more authentic.

  1. Behave like Friends – While handling unhappy customers, make sure that you talk to them as friends. According to Huffington Post, nurturing a friendly relationship with your customers is vital to growing a successful business. Don’t ever use fake names or pictures while talking with your customers as it gives a bad image. Similarly, you can address your customers by their names like their friends do.

Calm them down by offering them something that will make things alright. Just aim at bringing that smile back on their face.

Here’s an example:

See how Zappos deals with its unhappy customers in the friendliest way possible. Check out the way Zappos interact with its customers on social media sites, it’s as if two friends are talking. This is perhaps the reason for Zappos getting 75% of its purchases come from repeat customers!

  1. Show Your Efforts – Like we said earlier, apologize publicly so that people know what all you are doing to resolve a particular issue. Though there is nothing wrong in sending a personal email to the customer, people who must have read the negative post about your company will never get to know the efforts you made to fix the issue and retain the customer. In fact, there are chances that people think that your company is too careless to respond if you send a private message.

Remember, organization is the key to great apology email. Do well to ensure that vital branding elements such as your custom logo design and company name, etc. pop out. In addition, make sure that your contact details are easily spottable. Don’t forget to add social share buttons to make it easy for customers to share feedback about your brand on social media.

Here’s an example:

Graco’s transparent use of its Twitter account helped it get valuable information about serial number and repair kits out much more quickly and economically. Apart from this, majority of its customers were delighted with how the company kept them updated during its product recall.

Over to You

An article published in TruConversion.com states that a dissatisfied customer will tell between 9-15 people about their experience. Around 13% of dissatisfied customers tell more than 20 people. Therefore, building a healthy relationship with your customers by giving them a quick response is vital to the growth of your business.

No matter how angry a customer is with your product or service, you can make things better by interacting with them.

We are sure that these 5 strategies will work wonders in your efforts of dealing with unhappy customers.

All the best!

 

Is Kim Kardashian Really a Marketing Genius?





Kim Kardashian is probably best known for certain assets many women wish they had and many men desire. But her claim to fame doesn’t end there. More people probably know the name Kardashian than know why we call a signature a John Hancock. Many blame Kim’s sex tape, leaked in 2007, for the Kardashian fame. And while, yes, this put Kim and Ray J on the front page of every newspaper in the country, viral doesn’t always equate instant fame (just look at Rebecca Black).



It’s what you do with your sudden notoriety that counts. Kim pounced. She took a sex tape lawsuit and turned it into gold.

How did she do it? Let’s take a look.

1. No Publicity Is Bad Publicity

It’s how the most successful celebrities rise to the top. In fact, one such celebrity fuzzball is in the White House at this very moment because he adopted this motto. No publicity is bad publicity. And it works.

“Like water off a duck’s back” is the way my grandpa would have put it. A sex tape scandal would have sunk so many other people, but to the Kardashians, it was an opportunity.

Why is Kardashian a household name? Because there are just as many haters as there are lovers of the Kardashians. Just like Trump’s fanbase, the haters in the Kardashian world only serve to cement the lovers.

Every time controversy blows up in the Kardashian world (think divorcing a basketball player you married three months ago), Kim’s audience gets a treat. They get to watch all the haters both in media and outside media go wild. And they get to watch Kim and her family take it with the grace of Olympian ice skaters.

Many companies shy away from controversy and there are some subjects you just don’t touch. But stirring the pot isn’t necessarily a bad idea. And sometimes, you can get away with it, apologize, and come away with even more fans.



Just look at Kendall Jenner and her Pepsi stunt. I personally doubt she cared a whit about whitewashed protestors. She’s in it for the fame and the money.

2. Kim Plays to Her Audience

Who is Kim’s audience? It’s the people who wish they could be her or at least wish they could live “the life” (whatever that is).

Before the sex tape scandal, Kim and her sisters started a business geared toward rich people with too many clothes. They would raid a person’s closet and sell off their stuff on eBay. All for a pretty penny.

The Kardashians were already living a rich Californian lifestyle beforehand. And they knew that once fame kicked in, many would envy their way of life.

Kim delivers to her audience what they crave. Selfies in bathing suits. Vacations in exotic locations. Drama.

It’s pretty easy for Kim to define her audience. And she probably (no, definitely) has a marketing manager running her numbers. But that doesn’t mean you can’t emulate her (marketing manager’s) practices.

Give your audience what they want. If you’re an outdoor adventure company, your audience wants stories that inspire adventures. If you’re a web design company, your audience wants to know how to build an awesome website.

 

3. All the Different Baskets

Your audience may not be on only one social media app. They certainly consume more than one form of media. If you’re looking to influence the most people, you have to diversify your efforts.

This is exactly what Kim continues to do. If she had settled for the TV show and spin-off, she would still be rolling in fame. But Kim would not be satisfied.



Her name is on everything from diets to exercise videos to clothing lines and makeup. Heck, she even has her own mobile video game (you bet she’s indoctrinating young minds with that one!).

The lesson here is that with every market you enter, you gain that much more influence. But be careful. Don’t spread beyond what you can handle.

While diversifying will increase your audience, said audience expects a certain level of engagement. Growing beyond your ability to engage will make any effort to gain influence through diversification moot.

4. Feel Fully Invested Before Jumping In

Kim is sometimes late to the party. And she touts that as a good thing. When presented with a new marketing concept, Kim wants to fully investigate it before investing.

This is wisdom in the most unlikely of places. While an entrepreneur should take risks (they would never step out the door otherwise), they should also do their research.

What is the likelihood of failure? Is the reward worth it? Will it impact my brand?

A great example of Kim’s hesitancy paying off: Kimoji. The app was an idea long in the works. Think years.

Waiting for the app launch was the smart move. Mobile technology had evolved to the point where a custom emoji app could break the Apple Store.

The best entrepreneurs analyze trends and take calculated risks. They develop a promotion strategy based on real data and not entirely on gut instinct.

5. The Kardashian Brand Consistency

Every time Kim steps outside her door or puts a photo of herself (or parts of herself) out there, she’s instantly recognizable as “Kim.” Even her emoji app screams Kim Kardashian (just look at any screenshot of the thing–peaches anyone?).

It’s brand consistency that keeps people coming back for more. If one day you’re doing Let’s Play Videos and the next you’re doing a makeup tutorial, you’ll lose your audience.

Unless randomness is your M.O., then you’d better be freakin’ random all the time.

Don’t Take It Laying Down

Whatever you think of Kim Kardashian, she didn’t take her fame laying down. She made something of strange circumstances and launched a successful personal brand most envy.

Learn what you can from successful celebrities. If you can plug in their strategy, you might find yourself in a mansion on the coast some day.

Want more celebrity entrepreneur advice? Click here.

 

 

 

Don’t Underestimate the Power of Kylie Jenner





Last month, Snap Inc. lost $1 billion in market value. This was their worst trading day since they went public in 2017. Why? Because Kylie Jenner tweeted.

Whether this was a calculated move (does Kylie own stock in Instagram?) or not, that kind of power is astounding. 377,000 people liked her status. That’s like the size of the U.S. National Guard.



But what exactly does Kylie Jenner do with her marketing power? Let’s find out.

1. What Actually Happened with Snapchat?

When most of us have a #showerthought, a company doesn’t lose a billion dollars of worth overnight. But that’s the power of social media celebrity-hood.

By the time Kylie Jenner posted her tweet, Snapchat was actually worth $1 billion less than it had been, investors just hadn’t realized. The Snapchat user base has been dwindling for months thanks to other social media platforms like Instagram who copied Snap’s media model.

When Jenner tweeted, thousands of people said, “Oh, yeah, I have Snapchat on my phone! Meh.”

Kylie was one of the many celebrities who adopted the social media platform a few years ago. And when Snapchat began to officially recognize celebrities, Jenner received a crown emoji while other “Official” users received their own emoji.

This highlights one thing about social media that companies in the biz need to remember. Celebrities are the backbone of their user base. If they don’t have the endorsement of celebrities, they most likely won’t have the endorsement of the public.



This could mean real value loss for social media companies.

The power that Jenner wields? It’s essentially the ability to plug into the consciousness of her followers. If she abandons a platform, she brings thousands if not millions with her.

Twitter better hope they don’t do something to upset the Queen of social media. She’s got over 25 million followers there.

2. Kylie’s Cosmetics Victory

According to US Presort, 65% of consumers check online before deciding whether they trust a brand. But when a celebrity is behind a brand, a switch flips in their brains and trust becomes implicit for some. Which might be why Jenner’s makeup brand made $420 million in only 18 months.

But we can’t just chalk all of her marketing success up to her celebrity status.

When you have celebrity reach like Kylie Jenner, you might be tempted to rest on your laurels. “Sure!” You think, “I’ve always wanted to build a cosmetics company!” You build a product line and then in your hubris and overconfidence over produce and tank your company.

But Jenner was smart. She used basic economics to her advantage and produced a limited number of products for her first cosmetics line. The $29 Kylie Lip Kit immediately sold out and within six weeks of business, Jenner partnered with a manufacturer.

Forbes Fame

Kylie already had it all. But a lot of that was given to her. Making something herself was a big motivation for creating her cosmetics company.

And becoming the youngest celebrity on Forbes 100 isn’t an honor that’s easy to achieve. She received the honor for making $41 million with her company over a year.



Kylie says that her reach and fame was always background noise to her. She didn’t realize how much she had achieved until she made it on the Forbes 100.

Online Only

Kylie Cosmetics is toe-to-toe with other major cosmetics brands. But major brands like L’Oreal and Estee Lauder have one major cost Kylie Cosmetics doesn’t. Brick and mortar.

While Kylie plans on opening some pop-up stores in Chicago and Houston, her brand is entirely online. This eliminates an incredible amount of overhead from warehouse and store logistics to rent and store employees.

The accelerated rate at which Kylie Cosmetics can earn will possibly help them reach the coveted $1 billion dollar mark. This took other major companies decades to earn.

3. Business Woman and Mother

When Kylie was a child, the term businesswoman was a slight. Success-driven women weren’t seen as legitimate women who could raise a family. Jenner proved that stereotype wrong recently.

While still tackling her cosmetics business, Kylie is pivoting her brand to focus on mothers. Why? Because she’s becoming a mother.

Brands do have to pivot. But usually, that’s in relation to an outside force or internal growth. Kylie’s audience hasn’t changed and thus it’s an interesting thing she’s decided to focus on mothers.

But this might be a wise move on her part. She can continue to market to young people through her cosmetics brand. But her personal brand will now focus on mothers who are fashion conscious.

This is perfect because many brands are clamoring to sell their baby merchandise. Little Nike pumps? You bet Jenner’s gonna be hawking those on her social media when her kid can wear them.

Cosmetics Boost

But what’s really going to make Kylie mad cash is her “Baby Stormi-inspired” cosmetics collection. With new palettes like “Eye of the Storm” and “Calm Before the Storm” plus eyeshadows like “Starbaby,” Kylie Cosmetics is going to be selling out fast.

Branding for these new baby-inspired products is consistent from the silver lightning bolts on the packaging to the lightning bolts etched into the lipstick.

Kylie didn’t need to pivot her personal brand at all. She’s got enough in her cosmetics branding to last her a lifetime of extra revenue and fame.

Kylie Jenner Has Invested Well

Whether you admire or scoff at the 20-year-old Jenner’s fame and success, it’s undeniable that she’s taken her talents and put them to good use. If she continues in her endeavors as an entrepreneur, she will be forever known as a successful businesswoman, which today is no longer a slight.

If you’re interested in more celebrity entrepreneur news, check out more at shoemoney.com.

 

How to Make Money on Facebook and Earn Your Fortune: The Ultimate Guide for Marketing Students





Since its release in 2004, Facebook has fundamentally altered the landscape of the internet. What was once a simple online hub for meeting and talking with friends has now become one of the world’s largest companies with over 2.2 billion individual users! That means that today’s marketing students have a new avenue that offers more possibility than any before. With a little bit of ingenuity and a few minutes, you — and your audience — will experience a surge. Looking to do more on Facebook than just post about your day? Learning how to make money on Facebook is entirely possible. Here are a few quick ways to make money on Facebook.
 

Sell Old Goods on Facebook Marketplace

Craiglist is a great way to make a quick buck and clear your room of any old or outdated goods. Unfortunately, it’s also accumulated a bit of a reputation.



Facebook, understanding that they had a unique opportunity, decided to stake a claim in the user-to-user marketplace with its own offering, Facebook Marketplace.

On Marketplace, users can sell virtually anything and everything for a price they set. And since Marketplace uses geolocation, you won’t have to travel far to offload your goods.

Hone Your Social Media Management Skills

If you’re a marketing student, (see page to find a great online MBA program) you’re likely learning a ton of marketable skills in school. However, learning those skills and putting them into practice are two very different matters.



Get a head start on your career by partnering with local businesses to manage their social media profiles. It has the potential to be a mutually beneficial experience.

The local business gets exposure and a bigger audience, and you have a chance to make some money while padding your resume.

Should you enjoy your experience as a social media manager, you may want to look into full-time career options. Per year, the average social media manager makes between $34,432 and $56,571.

Who knew you could make money on Facebook just by using the site?



Experiment With Affiliate Marketing

If you’ve spent any time learning about digital marketing, you’ve probably at least heard the phrase ‘affiliate marketing’ or ‘influencer marketing‘ in passing.

It’s a relatively new phenomenon that’s taken the web by storm, but it’s easily one of the most effective methods to make money on Facebook. Bloggers and vloggers get paid just to talk about products they like!

So how does it work?

Typically, a business will reach out to an influencer with a sizable audience. In your case, you may need to reach out first, but the idea is the same.

Then, once the details of the partnership are laid out, the influencer creates an original ad discussing the product or service in question. It may seem too good to be true, but influencer marketing is currently one of the biggest trends in the marketing world.

Final Thoughts on How to Make Money on Facebook

You may think of scrolling through Facebook as a waste of time, but figuring out how to make money on Facebook is quite simple!

 

 

How To Get 250,000 Real Facebook Followers In Under A Month





Okay, before we get started, I want to differentiate between purchased followers and real followers on Facebook. You can do any type of Google search and find hundreds of websites that will have their robot and spam account followers go and like your facebook page in just a few hours. And if you do that, you will ruin your Facebook page. You see, Facebook has an algorithm that looks for these types of activities. And if they find that your page is indulging in a quick fix, they will penalize you. Going forward your organic reach will be stymied and your page will never have the potential it could have had if you had built it the correct way.



Now, even though we’re going to be discussing real followers, this doesn’t mean you didn’t pay for them. Instead, you’ll be paying Facebook. Because Facebook has become a pay-to-play network for businesses. They just want to make sure that you’re paying them and not someone else. And when I say you’ll be paying for them, I mean you’ll be spending promotion dollars to attract them.

Alright, so is it possible to get a quarter of a million people to like your page in under a month? Yes. It’s actually quite easy when you follow a set plan. I’ve done it myself several times over for pages that my agency owns and operates.

You will need time and money to accomplish this. If you’re expecting to be able to do it for free, then it is still possible, but it is ridiculously unlikely that you can accomplish it in the time frame laid out.

One quick note before we begin. There’s the possibility of “boosting” your page on Facebook which will attract people to like and follow your page. You can get people to like your page for anywhere from 50 cents to 5 dollars per follower on average. This is not that strategy. Instead, we’ll be targeting a cost per new follower well below 5 cents.

First Step



You’ll first want to identify an audience that has a significant number attached to it. By this I mean you want to choose who will be fans of your Facebook page. And you’ll want to ensure that there are enough of them to warrant a 250,000 follower number. Thus, if you’re creating a Facebook page for dog owners, choose dog owners. Do not choose hairless chihuahua owners who live in Arizona. That second audience is far too small and you’ll never gain your desired following.

Once you’ve identified them, you’ll want to create a saved audience in the Facebook ads platform for this group. I recommend creating a half dozen versions of the audience and target them in different ways. For instance, you can choose people who like pages about dogs. You can also target people who follow other popular dog pages. There are even ways to target people based on their buying habits. So, create a few different ways that you’re going to target dog owners (again, the audience we’re using as an example).

Second Step

Set up your Facebook page and fill in all the pertinent information. I also recommend creating an Instagram page at the same time since you can receive a lot of collateral benefits on Instagram from your activities on Facebook. For example, one of the pages that I’ve created on Facebook reached the 250,000 follower mark and the Instagram page reached 30,000 followers in that same time with almost no additional effort.

Third Step

You’ll now want to find out what your audience is engaging with. Go to pages that speak to your target audience and study the posts they are putting up. Find out which ones are getting the most likes and shares. Then create a posting calendar for your page and emulate those posts. For instance, if you notice that people engage with cute images of dogs (which they do) at a high rate, then you’ll want to source as many of these posts as you can. They may also engage with training tips (which they do), so you’ll also want to work posts in about that topic as well.

On average you’ll want to post at a minimum of 4 to 6 times per day. And spend a few days populating your page with posts before you start any type of promotion. That way the page looks like it’s been around for a while. You have a higher chance of people following your page if they see some history.

Fourth Step

You’ll now want to boost every single post you publish. I recommend using a set small amount per post. Usually this is $5 to $10. And you’ll want to boost them for just one day.



As a quick cheat sheet, images will get the most engagements in terms of reactions (likes, love, laugh), shares, and comments. Videos will receive a lot of views, but less actions. Updates are third in reach, and link shares are dead last in the amount of people you can reach for the same amount of money. So, I would put most of your time into image posts at first.

Fifth Step

The reason you’ll be boosting every post is because you’re looking for the outliers when it comes to cost per engagement. Some posts can cost 10 cents per engagement and others can be upwards of $1 per engagement (a terrible post if that’s the case). But there are some lucky few that will be below two cents per engagement, and some even less than a penny. These are the ones you’re looking for. As you skim the data, find the posts that did extremely well on a cost per engagement basis and then go back to those posts and boost them with more budget.

You can spend as much as you want, but watch for diminishing returns. They eventually start costing more per engagement as time goes on. And it varies on how much boosting each post can handle. I’ve had some posts that I’ve spent thousands of dollars on and I’ve had others that lose their efficacy after 50 dollars.

Sixth Step

Now you have to start growing your following. People will have liked and followed your page based on some of your promotions. But the quick way to get new followers is to go through the posts that received reactions, click on the folks that reacted, and now you can invite those people to “like” your page for free. There is a limit on how many people you can invite per day, and it varies based on account.

I’d recommend adding a few admins to your page in order to increase the amount of invites you can send out. For instance, when I first started doing this, I would add my wife’s Facebook account as an admin on my pages and then have her go through and invite her daily limit after I was done. If you have coworkers, friends, or family, I’d recommend using them.

This will allow you to gain thousands of followers for extremely cheap since you were able to get them to react to your page for pennies, if not less, and you can invite them for free, you’ve basically reduced your cost to almost nothing for a new follower.

Seventh Step

You continue this process every single day for an entire month. At about the two week period you’ll want to now start “boosting” your page, as I mentioned above. If you have a great following and engaging content, you should now be able to get your paid followers down below 20 cents if you’re targeting your audience correctly. If you can’t, then don’t turn that campaign on. It’s not worth it.

And that’s how you can achieve over 250,000 followers in just under a month. As I’d mentioned it’s been accomplished a few times by myself and my team. It does take a lot of work and your budget will probably end up being around $5,000 to $10,000 in paid advertising with Facebook.

And if you’re wondering if it’s worth it. The answer is a resounding yes. If I were to simply boost a post to a target audience on Facebook, I can expect to reach 1,000 people for every $5 to $20 spent. With an audience of 250,000 my average post reaches over 150,000 every time I post. If I post 4 to 10 times per day, I can make up my costs in a few weeks.

 

Best Ways You Do Not Want To Miss When It Comes To Skyrocket Your Facebook Likes For Your Website Or Blog (2018)

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How many Facebook Likes does your business Page have? If you’re immersed in social media marketing, you probably know this number off the top of your head. With more than two billion users, Facebook offers a huge potential audience for your business. But with more than 60 million active Facebook business Pages on the network, there’s also a lot of competition for those all-important Likes. There’s no getting around it: getting more Likes is a critical part of your Facebook marketing strategy. But you can’t get so focused on Likes that you lose sight of what Facebook is all about.



Getting more Likes requires you to share content that is truly likeable—and engage in ways that make your brand likable, too. You won’t find any underhanded gimmicks in this post. It’s about getting more likes by being a good Facebook citizen and working to create content that has real value for an audience that will provide plenty of value for your brand in return.

Click any of the tips below to jump ahead, or keep scrolling and read the guide in its entirety.

10 clever ways to get more Facebook likes to your Website / Blog

 

1. Develop a smart Facebook marketing strategy

As with any marketing platform, you’ll only get out of Facebook what you put into it. A well-defined, smart Facebook strategy based on your business goals will help you craft a cohesive brand presence on Facebook that speaks to your brand personality and values.

Define your target audience

Your strategy should aim to collect Likes from the followers who have the most potential to bring value to your business through regular engagement, rather than one-off Likes from online passers-by. Defining your audience personas can be a great place to start. After all, you need to know who you’re talking to in order to use the right tools and tone, rather than trying to appeal to all two billion Facebook users.

Research the competition

Keeping an eye on what key competitors are up to will help you spot techniques that work, and that don’t, so you can model the competition’s success while avoiding their missteps. You’ll also start to get a sense of how many Facebook Likes you can aim for—both for your Page and for individual posts.

Social listening is a great research strategy that can help you gather information about both your target audience and your competition.

Set goals

Simply aiming for “more Likes” is not really a great Facebook marketing goal—how will you know when you’ve achieved it? Instead, you should create goals based on S.M.A.R.T. principles, meaning they’re specific, measurable, attainable, realistic, and timely.

This allows you to circle back on a regular basis to see whether you’re meeting your targets, and either celebrate your success and develop new stretch goals, or consider strategic shifts to get you back on track.

2. Craft a great Page

This may sound obvious, but sometimes the most important points can be easy to overlook: If you want to collect Likes, you’ve got to have a great Page and consistently great posts. Your Facebook Page is made up of many parts, and it’s important to make sure they are all complete, professional, and on-brand. Here are some key components to consider.

Use all elements of the About section

The About section of your Facebook Page allows you to provide key business details to people who are scanning for specific information. In addition to your contact information, you can add the date your business was founded, provide a company overview, or even add a list of brand milestones.

All of this information helps build your credibility and convince potential followers that your Page is worthy of a Like. It also helps you appear in searches outside of Facebook, directing users to your Page when they’re using search engines to look for information about your product or business.

Visit California uses their About section to tell the story of travel in the state, and manages to get a number of important keywords into their Story section without keyword stuffing.

how to get more likes on facebook



Facebook also views a Page with a complete profile as more credible, which gives you an advantage in the Facebook algorithm (more on that below) and will help ensure more people see your posts.

Choose compelling cover and profile photos

Your profile and cover photos create the first visual impression of your business on Facebook, so it’s important to choose wisely. Your logo is usually the best choice for your profile photo, but you can get quite creative with your cover photo selection.

Put some thought into how you can convey what your business is all about in one compelling image. Do you have a great-looking product you can feature? Maybe you want to showcase a photo of your friendly team. Whatever you choose, make sure it captures the essence of your brand so potential followers have reason to dive into your Page content.

Iced tea might not be the most exciting product, but Nestea does a great job of making both their Page and their product look appealing with a compelling cover image.

Increase Facebook likes

In terms of the technical details, your profile photo displays on your Page as 170 x 170 pixels on computers and 128 x 128 pixels on smartphones. You cover photo displays on your Page at 820 pixels x 312 pixels on computers and 640 pixels by 340 pixels on smartphones. Facebook recommends you use a cover photo that’s 851 x 315 pixels and less than 100KB.

A newer and more dynamic option for business Pages is to use a cover video instead of a cover photo. Your cover video can be up to 20 seconds long, and has the same dimensions as a cover photo.

 
 

Pin a top-performing post

If you have a post that’s garnering a particularly high number of Likes, you can pin it to maximize its lifespan. When you choose to pin a post, it remains at the top of your Page, so people see it before any of your other posts. You can change your pinned post as often as you like, so make sure to keep it fresh, always featuring your best-performing content in this high-visibility location.

3. Make your Facebook Page easy to find

This is a simple concept that deserves repeating: people can’t like your Facebook Page if they can’t find it. Here are some things you can do to increase your visibility.

Choose an easy-to-discover Page name

People looking for your brand on Facebook will be searching for your brand name. Keep things simple and make it easy for them to find you by using your brand name as your Page name. Don’t add unnecessary keywords—these will just make your Page look spammy rather than like a legitimate business presence for your brand.

Select a memorable and consistent username

Your username—sometimes called a vanity URL—appears in your brand’s Facebook Page web address. A username that’s consistent with your handle on other social channels will make it easier for people who already follow you elsewhere to track you down on Facebook. Like your Page name, your username should be closely related to the name of your business.

Add Facebook follow and Like buttons to your website or blog

Someone who has just discovered a valuable tip or strategy on your website or blog is primed to want to hear more from you. Make it easy for them to connect with you on Facebook by adding Facebook follow and Like buttons to your site, like these:

Embed a Facebook Post on your website or blog

This option provides even more visibility for your Facebook Page on your website or blog. Rather than a simple button, you can embed an entire post by copy and pasting some simple code. Just navigate to the post you want to embed, click the three dots in the top right corner, and click Embed. Then copy and paste the code into your HTML. Here’s an example from the Hootsuite Facebook Page:

 

Any visitors who click on your embedded post to learn more will be taken to the post as it appears on your Facebook Page, creating an opportunity for a new Page Like. And viewers can like the post itself directly from the embedded post, without leaving your website or blog.

Include a link to your Facebook Page in your newsletter or email signature

The people you already communicate with through channels like email or an opt-in newsletter are a great potential audience for your Facebook Page. Make sure it’s easy for them to find and connect with you by including links to your Facebook Page in all of your electronic communications.

 

Cross-promote your Facebook page on other social channels

Take advantage of the following you’ve built on other social channels by cross-promoting your Facebook content. Don’t just post a link to your Facebook Page and ask people to follow you. Instead, choose a great piece of Facebook-specific content—like an infographic or short video—to promote so that you can highlight the value of your Facebook Page, rather than just letting people know it exists.

The NFL, for example, used Twitter to cross-promote a Facebook Live video, driving Twitter followers to its Facebook page:



 

Aim for shares

Shared Facebook posts increase your organic reach, giving you a better chance of getting more facebook Likes. A share also indicates that someone felt strongly enough about your content that they were motivated to share it with their personal network, giving you additional credibility with an audience that may not already be familiar with your brand.

Invite existing contacts and employees to like your Facebook page

Facebook makes it easy to invite personal Facebook connections to like your business Page, but be careful about how you use this feature. Simply sending out mass invites is more likely to get you unfriended than to bring in Facebook Likes for your Business Page.

Instead, create a message explaining what value you think your contacts might gain from liking your Page. Make it about them, not about you.

You should also encourage employees to like your Facebook Page—both so that they can stay up-to-date with what you’re promoting as a brand, and as part of a larger employee advocacy strategy.

Promote your Facebook Page in real life

Don’t limit your promotion of your Facebook Page to the online world. Include your Page address on your business cards and corporate stationery. Designer Ana Bermejo uses the same handle across social networks and includes the icons on her business cards so contacts know where to find and Like her on social, including Facebook.

Or, if you host events, include the address on your signage.

People who are already interacting with your brand in real life understand the value you have to offer—make it easy for them to connect with you on Facebook to access more of that value.

4. Post relevant, high-quality content

Facebook recommends you share “short, fun-to-read copy and eye-catching images to get attention.” What does that look like in practice? Incorporate these strategies to develop posts that are inherently likeable.

Include compelling visuals

A study published in the journal Management Science found that posts with photos receive significantly more Facebook Likes than text-only posts. If you don’t have a photo library of your own, there are plenty of free stock photo sites you can use. You could also try creating a unique infographic that conveys valuable information relevant to your niche, or even something humorous, like this graphic from WIRED that got 1,500 Facebook Likes.

Write great headlines

A compelling headline is key to getting attention for your post—but don’t veer into the realm of clickbait. Facebook offers these tips for crafting a great headline:

  • Make your headlines informative
  • Use your headline to set appropriate expectations about what the post contains
  • Be clear and accurate

Don’t be too promotional

Sure, you’re trying to promote your brand on Facebook—but people want their feeds to be entertaining and informative, not pushy and packed with sales pitches. In particular, Facebook found in a survey that followers do not like posts that:

  • Direct people to purchase a product or download an app (without offering any other valuable content or information)
  • Direct people to enter a contest without providing any context about why it’s relevant to the Page or followers’ interests
  • Reuse content from ads

That means these posts are less likely to generate Facebook Likes from the followers who see them. But they are also less likely to be seen in the first place, since Facebook specifically limits organic reach for Pages that are too promotional.

Give followers what they want

How do you know what type of content people want from you on Facebook? By listening to them. If the majority of the comments on your Page are customer service inquiries, try creating content that focuses on helping followers use your product better. For example, try a short video featuring “hacks” or alternative uses for your product, or a series of “how-to” videos or photos. Experiment, and pay attention to what people respond to.

Invest in video

On that note, if you seriously want to increase Facebook Likes and you don’t already have a Facebook video strategy, it’s time to create one. Our post outlining the 4 key ingredients of a perfect social media video is a great place to start. Once you’ve got those principles nailed, check out our post with six types of video social media marketers need to try, including live video and 360 video.

5. Engage consistently and at the right times

Post consistently

Facebook itself notes that “being consistent in the quality and types of posts you create can help people know what kinds of messages to expect from you and how they tie into your business.” Create a content calendar and schedule posts in advance to help keep your Facebook content organized and consistent.

Post at the right time

Hootsuite’s social media marketing specialists have found that doing so increases engagement, including Facebook Likes. You’ll need to do your own research to determine what works best for your audience, but we’ve found the optimal times to be 12–3 p.m. weekdays and 12–1 p.m. on weekends.

Be responsive and human

If you want more people to like your Facebook Page, you need to engage with those who already do. Unanswered comments or questions on a Facebook Page can be a huge deterrent for potential new fans. Remember, Facebook is a social network, and being sociable is a key way to make your brand—and your Page—more likeable.

6. Host a Facebook contest

In a poll by the Content Marketing Institute, 81 percent of marketers said that interactive content (like contests) is better for grabbing readers’ attention than static content.

Even better, liking a post is a popular form of contest entry—and one that’s allowed under Facebook’s contest rules (unlike “share to win” contests, which, while popular, are technically prohibited). For example, Funko got nearly 7,000 Facebook Likes on this like-to-enter contest:



To start collecting more Facebook Likes with a contest of your own, check out our post on how to run a successful Facebook contest.

7. Engage with other brands and communities on Facebook

Remember that Facebook is primarily a social network—so get social and start engaging with other brands that are relevant to your niche but not your direct competitors. A simple Like or comment on another brand’s post can help draw their attention and open up opportunities to work together to cross-promote your businesses so you both gain more Facebook Likes. Tagging other brands may also expose your Page to a new audience (that other brand’s followers)—but only use tags in relevant posts.

Look for communities of potential followers to engage with, too. Facebook Groups are a great place to find people who are passionate about subjects related to your niche, and offer you the opportunity to highlight your expertise. Just make sure your participation in Facebook Groups is helpful, rather than promotional, or you might find yourself kicked out of the group.

8. Use the Facebook algorithm to your advantage

Understanding the Facebook algorithm is key to increasing your organic reach—in other words, getting your Page and your posts in front of more people who could potentially give you a Like. At its core, the Facebook algorithm prioritizes the types of content we’ve already talked about: Quality content that is not overly promotional.

This should really come as no surprise. Facebook wants people to enjoy browsing their News Feeds, which means it wants to surface the best content to the top. Invest the time to produce valuable posts, and don’t be a spammy jerk. Facebook specifically highlights authentic posts that inform and entertain as having value recognized by the algorithm.

One additional way to take advantage of the Facebook algorithm is to try live video. The algorithm prioritizes live broadcasts, bumping them higher in the News Feed. If you have an event or presentation that would work live, give it a try. Check out our complete guide to Facebook live video for important tips before your first broadcast.

9. Run Facebook ads to expand your reach

Facebook offers very detailed ad targeting, so you can laser-focus your advertising efforts and make the most of your ad spend. Putting your brand in front of your ideal audience is a great way to pick up more Facebook Likes. There are two different types of Facebook advertising: boosted posts and ad campaigns.

Boost a post

By boosting a post, you can extend the audience beyond people who already like your Page. This can be a great option for a post that’s already proved to be compelling by bringing in a large number of Facebook Likes from people who already follow your Page.

Run a campaign

Facebook offers campaign objectives relevant to every type of business. Since this post is about how to get Facebook Likes, we’ll focus on the Engagement objective, which is designed to expose your ad to a wide audience to increase the number of post or Page Likes. For example, this ad from WealthSimple offers the option to like the Page with just one click.

how to get more Facebook likes

10. Learn from Facebook Insights

Analyzing Facebook Page Insights can give you a clear view of who your current fans are, which will help you better target future Facebook efforts. You’ll also be able to identify the kinds of posts that have the highest average reach and engagement, and use that information to create more of the content your audience wants from you on Facebook.

After all, learning from your mistakes, amplifying your successes, and giving your followers content you know they’ll enjoy are key ways to boost the quality of your content, and lead to—you guessed it—more Facebook Likes.

 

3 Successful Ways to Get More People Sharing Your Content on Social Media (For Webmasters and Blogger) 2018

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When it comes to social media marketing, exposure is the name of the game. Having high-quality content is great, but it means nothing if there’s no one actually reading it. With that in mind, it’s no wonder that brands and businesses from all over the world are doing everything in their power to increase their exposure on social media. At this point, there are a variety of ways that you can do this. And while certain tactics, like using social media ads or relying on organic traffic, can certainly be helpful, there’s nothing quite like word of mouth to get people talking about your product or service.



The average consumer today is more likely to do business with you if there are other people willing to vouch for your business.

Just take a look at the data that Impact found, analyzing the importance of word-of-mouth marketing.

4.1

Social Media Mouth Marketing

Word-of-mouth marketing is a powerful tool, but it’s difficult to get because it’s so reliant on what others say about you.

One of the easiest ways to get this type of validation is by getting your audience to share your posts and content on social media.

Of course, getting them to actually do that is easier said than done.

The average consumer isn’t likely to stand by a product or service unless they truly believe in it. Before you ask people to share, you first need to be sure that your content is worthy of sharing.

Once you’ve done that, you’ll have to ask your audience (both directly and indirectly) to share your content.

I’ll be the first to admit that this can be tricky, especially since every brand on social seems to wrap their posts up with “don’t forget to like and share this!” these days.

Standing out on social is going to directly influence how much exposure you gain through this method.

That’s why  I’ve put together a list of my favorite original ideas to increase sharing on social.

If you use the same tactics as everyone else, you’re going to end up with the same results and the same exposure.

I don’t know about you, but I’m willing to put in a bit more effort if it means having a more successful social media marketing strategy.

By the time we’re done here, you’ll be on the path to increased social media engagement and exposure.

Use influencers properly

For whatever reason, business owners (and certain pockets of the social media marketing world) seem to think that the use of influencers is some type of fad.

Honestly? I’m not sure that those people are looking at the big picture.

When you look at the role that celebrities have played in the world of marketing, it’s no surprise that social media influencers as we know them today have become so popular.

Consider for a moment the life of the modern consumer.

They most likely grew up listening to ad after ad on the radio or TV. They’re used to brands leading them on with inaccurate advertising.

The celebrity endorsements they’re familiar with typically involve an athlete or movie star talking about a product they don’t believe in or would never use.

It’s pretty depressing, right?

Then suddenly, the Internet came along and changed the way consumers interact with advertisements.



More specifically, they don’t have to interact with that many anymore. Ad blockers mean they only see a fraction of the ads they used to deal with.

Music streaming services like Spotify and Apple Music market their premium services as ad-free listening experiences because they understand how much people dislike annoying ads.

The reality of the current advertising market is that the only hope you have is providing a compelling piece of content and hoping for the best, right?

Wrong.

Social Media Tactics

Tactics like the celebrity endorsements still work — they’ve just become significantly more targeted now.

Instead of trusting a vaguely familiar face for advice on what kind of headphones to buy, people are more likely to take their cues from an industry professional with a strong reputation.

Why? Because authenticity matters, especially when you expect to develop the level of brand loyalty necessary for a consumer to consistently share your content.

Social media influencers, or micro-celebrities as they’re sometimes called, are perfectly suited for the needs of the modern consumer.

For starters, they’re not just random recognizable icons. They tend to have a history with their audiences that puts other celebrities to shame.

Take your typical YouTuber. Aside from the content they post on their channel, they usually have at least one other method for engaging with their audiences.

Sometimes it’s a vlog channel that shows behind-the-scenes content or just snippets from their daily lives. Other times, it’s a personal Instagram account with completely unique content.

The point is that influencers aren’t just powerful because of the content they produce. They’re impactful because audiences feel a deeper connection with their brand and what they represent.

Speaking of the content they produce, it’s worth noting that it’s infinitely more targeted than most celebrities.

When a movie star does a commercial for a watch or car, no one expects them to be an authority on the industry in question.

But when you’re dealing with influencers on social media, you can bet that the person plugging that product knows a thing or two about the industry.

If you’re looking to understand the influencer scene on platforms like YouTube, look no further than Casey Neistat.

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Here’s Casey Neistat teaming up with Samsung to promote the Samsung Galaxy.

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And that actually leads me to my final point about influencers.

You’re not just investing in the size of their following or their brand recognition on the platform. You’re gaining exposure to a targeted audience.

When a random celebrity promotes a phone or a camera, you’re banking on their star power.

When Casey Neistat promotes your phone or camera, you’re banking on the size of his audience and the faith that his audience has in him.

Don’t just hire as many influencers as possible. Quality and relevancy are the order of the day when deciding who to work with to promote your brand.

If you manage to choose the right influencers for your brand, you’ll be amazed at the level of validation your brand will receive.

And why does that matter?

Because an increase in validation today means there’s a higher chance that your brand’s content will be shared on social tomorrow.

If you want that audience to share your content, there’s no better way to convince them your content is worth sharing than having their favorite influencer stand by your brand.

Contests, coupons, and UGC

If you’ve been reading my blog for any amount of time, you’ve probably noticed that I’m a big fan of keeping things simple and direct.

With that in mind, I’ll introduce my second method for getting more shares on social media: embrace the giveaway format.

Embrace the giveaway format.

I’m sure there are some people who’ll read this and completely dismiss the idea of giving anything away for free.

I can hear it already. “I’m trying to run a business here, Neil! I can’t just afford to give away free stuff!”

Listen, I get it. And if you can get the kind of exposure you want without having to resort to creative tactics, more power to you.



But if you’re struggling to increase the amount of exposure you get, a contest can be a great way to pump up your social media shares.

Mind you, the prize doesn’t have to be something enormous. It all depends on how you want to approach the process.

Just take a look at Gary Vaynerchuk’s Instagram page to get a better understanding of what I mean.

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His #60secondclub rewards people who’ve turned on their notifications for his content by giving them a free book or T-shirt for commenting.

21.5

You could offer a single major prize for the contest to keep things simple.

Offer several small prizes to reassure your audience that there’s a chance they’ll win.

Mix these two approaches together by offering every sharer a small discount code with a major prize at the end of the contest for one random person.

But that’s just the tip of the iceberg.

Increasing your social media shares

If you’re really looking to increase your social media shares, you can combine the contest tactic with user-generated content (UGC).

A surprising portion of Airbnb’s most engaging images on their Instagram page are actually UGC.

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For those of you who need a quick refresher on UGC, it’s exactly what it sounds like. Content that your audience puts together, which you then use as promotional material.

The only real problem with UGC is the fact that it’s a marketing strategy that relies almost entirely on your audience’s willingness to create content.

In other words, if they don’t feel compelled to create anything, you can expect a barren wasteland of content during your campaign.

Sounds like it’s high-risk, high-reward, right?

Social Media Solution

The solution that most businesses use is trying to come up with a compelling idea and promising to share the best content on their official social media platforms.

And while you should definitely still focus on those solutions, incorporating the content into your UGC campaign all but guarantees it’ll be successful.

The actual execution of your UGC can vary, obviously. All that matters is that the activity is compelling or engaging in some way.

Here’s a look at the Starbucks Red Holiday cup, which they use to encourage consumers to creatively customize and share with their friends.

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Create a UGC marketing campaign with a contest where the only way to enter is by sharing their UGC on social media and you’ll be one step closer to increasing your online authority.

CTAs and social media share buttons

If you really want people sharing your content on social media, you need to understand the concept of friction.

At its core, friction is the thing that gets between your user’s actions. There are plenty of definitions for friction, but what’s important for you to understand is that it’s the enemy.

Anything that gets between your audience and the actions you want them to take is going to end up being something you want to get rid of.

The harder it is for your audience to take action, the less likely they are to take it.

If you want to increase the chances that your audience will take a particular action, try to remove as much friction as possible between where your audience is and where you want them to be.

Enter the call-to-action (CTA).

 

A truly efficient CTA revolves around your ability to guide your readers and ask them to do something specific. The more specific the ask, the more likely they are to actually do it.

The beauty of the CTA is that it doesn’t just have to focus on sales. There are few different types of actions that brands want their consumers to take.

Sales are obviously one of them, but there are other types of conversions like e-book downloads and email newsletter sign-ups that benefit your business without directly contributing to sales.

For the purposes of our example, we’re going to talk about a CTA that’s all about getting users to share your content on social media.

In order to pull that off, your CTA should be a few things.

  • Concise
  • Clear
  • One step

By ensuring that your CTA is straightforward and not convoluted, you end up with a CTA that clearly shows your audience what their next step should be.

I’m also a firm believer in the one-step CTA because multiple steps tend to complicate things unnecessarily.

Since this is about content, it’s likely that your CTA will be at the end of your blog content or video content.

No matter which you’re using, keep in mind that your CTA is more about making a value proposition than it is about presenting people with an ad.

 

People are going to need a reason to share your content. It can be something as simple as, “share this with someone thinks they’re always right,” or, “share this with any of your friends headed to college”.

CTAs may not be subtle, but they’re the solution to friction when it comes to increasing social media sharing.

Another important tool that you should be using to increase the number of shares you get on social media is the social media share button dashboard.

I can’t tell you how many times I’ve visited pages that ask for social media shares at the end of their articles only to find that they don’t have any social media share buttons on their page.

This is one of the easiest ways to encourage people to share your content on social. The buttons basically remove any of the barriers between the user and the action.

Conclusion

If you’re worried about getting more shares for your content on social media, it’s important to understand what makes people share content.

Typically, it’s going to be 1 of 2 reasons. Either they were compelled by your brand or they were compelled by the content itself.

Assuming you’re already making content that’s compelling enough, the question then becomes, “How can your brand encourage people to share your content?”

Well, they can start by leveraging the social proof that comes from aligning with industry influencers.

Appealing to a targeted audience is definitely going to help increase your social media shares.

But you can go beyond that. Recognize that offering value via contests and giveaways is one of the easiest ways to ensure that your audience has a reason to share your content.

If you’re really feeling ambitious, learn to combine UGC and contests to end up with a campaign that’s as unique as it is compelling.

Make sure that you’re addressing the basics of social media sharing by providing your audience with easy-to-follow CTAs and a panel of social sharing buttons to reduce friction.

Getting people to share your content on social is 50% the content you produce and 50% the way you promote that content through your own social media platforms.

What’s your favorite method for encouraging social media sharing?

 

 

How to Use Lifetime Value to Create a Facebook Audience That Actually Creates Conversions (for Online Marketing only) 2018

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Facebook has been in hot water lately. If you’ve been keeping up with the latest news, you know what I’m talking about. And it doesn’t help that 62% of small business advertisers on Facebook don’t find successful conversions. More specifically, they “miss their targets.” Their audience targeting is flawed, and they can’t reach the right users to sell their products and services. Facebook simply doesn’t work, right? Wrong. I’d be willing to bet that the number one cause of failing or giving up on Facebook Ads is audience-related. After all, you can’t sell PPC agency services to an audience that only cares about SEO. Audience targeting is the bread and butter of Facebook.



While that sounds like an enticing feature, your entire campaign will depend on it. Even simple mistakes in targeting will throw your audience off, potentially targeting the wrong segment or users too early in the funnel for sales.

Thankfully, I’ve been there and done that. I wasted tons of money on Facebook Ads that never reached my targets.

But I also found a surefire way to reach the right audience on Facebook:

Customer lifetime value lists.

What is customer lifetime value and why should you care?

What even is customer lifetime value anyways? Does it matter? Why should you care?

Well, I am here to answer those for you.

Customer lifetime value is perhaps the most important metric you can ever track.

According to Google, it’s defined as the prediction of net profit associated with the entire relationship for a single customer.

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In more simple terms:

Customer lifetime value is how much a single customer spends with you before leaving.

It’s that simple, but it’s of the utmost importance.

Lifetime value literally guides every decision you make in business.

Let me give you an example:

You run an online e-commerce store, and you sell relatively cheap products like discounted sunglasses and cheap style items like necklaces.

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Your average product costs about $25.

So you begin advertising with PPC to drive some traffic and hopefully convert some sales.

You realize that the average cost per click for retail sales is $1.35. Doesn’t seem too bad at first, right?

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But the cost per click doesn’t matter. It’s actually irrelevant.

Why? Just look at the conversion rate for retail advertising: 3.86%

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That’s a pretty low conversion rate compared to other segments.

For the sake of this example, let’s round the conversion rate up to 4%.

It would take 25 clicks to drive a single conversion if your conversion rate is 4%.

Now multiply the clicks needed (based on the conversion rate) with the cost per click:

25 * $1.35 = $33.75

Oops.

Now you can’t expect to turn a profit because your average sale is just $25.

And this is where lifetime value comes into play.

This is why lifetime value is the most important metric in any campaign:

Doing the simple math on a single order, you can’t afford to bid on AdWords for what you sell.

But that’s not true if you have a good lifetime value. For instance, how many times a year does that customer return? Two? Three times? Ten times?

If they do, you’ve only paid $33.75 to acquire them one time. And if they spend $25 multiple times, you’ve quickly doubled, tripled or exploded your original acquisition costs.

And then it becomes easier and easier to sell to them. You’ve already acquired them, giving you tons of free ways to sell: email, phone, etc.

You can launch a new email campaign to existing customers for free in just minutes to increase sales and drive up their CLTVs.

Increasing the lifetime value of your current customers is the key to driving massive profits.

Once you’ve done that, you begin to see compounding effects in every other metric.



Increased lifetime values mean you can spend more on acquiring customers because you know that they will spend $XX over their lifetime with you.

And you can begin to ignore CPC.

When it’s all said and done, lifetime value reigns at the top and should always be your guiding metric.

But Neil, what does this have to do with Facebook audience targeting?

Let me show you.

Lookalike audiences on Facebook are key

Using CLTV as a metric, you can create lookalike audiences on Facebook that target only the best of the best customers you currently have.

Lookalike audiences are simple in nature, yet highly effective:

They utilize your current customer data to find new, alike targets on Facebook.

Matching demographic data with affinities, interests, and more, you can create whole new audiences with the same background as your current customers.

It’s one of the best ways to generate an audience quickly.

And they work.

AdEspresso conducted a $1500 test on Facebook to analyze the performance of lookalike audiences. To do this, they tested 1%, 5%, and 10% audience matching:

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With lookalike audiences, you can customize the audience size by % of the country/area you are targeting.

For instance, selecting “1” would be 1% of the country you advertise in.

AdEspresso put these to the test, finding that 1% audiences, while obviously smaller in nature, converted best.

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According to AdEspresso, the lookalike audience at 10% had a 70% higher cost per conversion than the 1% size audience.

Because of the extra costs, the 10% audience produced 40% fewer clicks, too.

The 1% audience drove 115 leads with just $500 in ad spend.

That’s a cost per lead of just under $4. That’s pretty cheap for high-quality leads.

One company found a 2x increase in conversions and an overall ROI of 186% using lookalike audiences to grow their sales.

By incorporating lookalike audiences, Andrew Hubbard was able to produce nearly $40,000 in revenue from $4,159 in ad spend, generating an 876% return on investment.

Simply put:

Lookalike audiences are amazing.

Here’s how you can set them up using lifetime value to increase their effectiveness and create a Facebook audience that finally converts.

Step 1. Set up your custom audience

To get started with using lifetime value to create a Facebook audience, head to your Facebook Business Manager dashboard and navigate to the “Audiences” section:

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In the audience manager, create a new custom audience, not a lookalike audience:

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While you can do it either way, I prefer creating a custom audience first, as you can select LTV right off the bat instead of after creating your audience.

Next, select “Customer File” as the type of audience you want to create:

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Customer file simply means that you will upload a batched list of customer data on your current customers.

This is the file that Facebook will then take to match other customers and potential audiences for your campaign.

Next, select “Include LTV for better performing lookalikes.” This option will allow you to create a file with lifetime value metrics.

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So, how does that work?

Essentially, you will be assigning each customer on your list a different value.

Depending on what platforms and products you sell, this will either be very fast and easy or somewhat time-consuming.

If you run an online e-commerce store with Shopify or BigCommerce, you can find your lifetime value data easily:

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In any of these customer data sections of Shopify (or BigCommerce, if you use that) you can find customer data on lifetime value and how much they have spent.

If you can do this, you’ll be able to export your customer data easily.

If your business is more consulting or lead-based and focused on landing clients or accounts, you will have to do a bit of digging.

Look at your current clients and see how much they spend with you per month. For instance, does their current contract with you show a spend of $1,000 a month on services?

Or maybe you sell software online. You can then look at their current tool plan to see how much they spend each month and how long they have been a customer.

That’s lifetime value.

Once you have lifetime value for your customers, you will plug that data into your spreadsheet and Facebook will target the highest lifetime values in their matching process.

This simply means that customers on your customer file with high LTVs will be matched first. Facebook will look at their individual data and match to similar users who have a high chance of spending a ton with your business.

Next, read through the lifetime value information that Facebook gives you if you still need a clear understanding of how it works. It’s sometimes complex:

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After you’ve accepted the terms and conditions, you can now begin to create your custom audience.

In this step, you will need to create a list that you can export in CSV or TXT file formats. These are the only two formats that Facebook currently accepts for uploading a custom file.

The data that goes into your customer file should be plentiful:

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Try to fill in as many of the custom identifiers as you possibly can.

Remember: more metrics and identifiers = higher specificity and better matching.



This may take some time to get depending on what systems you use, but it’s going to be well worth the effort.

When adding this data into a spreadsheet, you want to follow Facebook’s Customer Data Prep Guide.

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In each new column for each data type, enter the column header first, followed by the format of each under “Examples.”

Be sure to format correctly according to their guide and the image above.

Once you’ve added all of the data that you need, you can create a final column for customer lifetime value:

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For this data type, your column header in your spreadsheet should be: “value.”

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Under the “value” column, enter the customer lifetime value for each customer in the following two formats:

  1. $500
  2. 500.00 USD

Either one of these will work just fine. Keep the data consistent if you can.

If you are struggling to format your spreadsheet, you can always use Facebook’s file template to your advantage:

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Once you’ve created your list, you can take a deep breath! The hard part is finally over.

Give your new audience a familiar name to ensure that you can find it in your account:

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In the second step of audience creation, select the value column you created for your list as the “Customer Value” type:

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Next, confirm on the “Edit Data Mapping” screen that all of your identifiers are cleared and ready to go with the green checkmark:

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Now upload and create your audience!

Now comes the fun part: creating amazing ads that will speak to your new audience.

Step 2. Ad creation for your new lookalike audience

The first part of the process is done. Creating your lookalike audience with LTV as the main factor is the perfect starting point.

But now the second part requires you to get a bit more creative:

Creating ads that appeal to your new audience.

But before you jump into ad creation or default to what you have done before, here is something critical to keep in mind:

Funnel stages.

Since you are targeting a brand new audience that likely hasn’t heard of your brand before, the creation of your ads along with your calls to action will be critical for success.

Sending this new audience an ad that asks them to buy from you immediately probably won’t work that well.

Why? Well, they aren’t brand aware. They haven’t engaged with you enough to know about your products or consider them yet.

The key here is to warm them up. To get them familiar with your brand and get them engaging with your content.

Keep in mind, since this audience is a lookalike, they will have knowledge of your industry. They have probably even researched products that you sell before.

Meaning you can offer them something in the middle of the funnel.

That means anything from lead magnets to coupons to webinars and more.

Anything that incentivizes them to sign up for your email list or to get them to become a lead without asking them to buy too fast.

For example, you could start off by sending them ads for a webinar if you sell digital products and services:

I use this strategy all of the time.

It’s a great way to offer tons of value to new people without over-selling in the beginning stages of their journey.

If you sell too fast, you risk them opting out quick.

Another great example of a successful middle-of-the-funnel Facebook Ad is from HubSpot:

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Offering free, value-based content, they can hook in users to give them their email information.

It’s the perfect lead magnet that doesn’t ask the audience for too much but provides tons of value in return.

Brainstorm ideas that will promote engagement with your brand without selling too hard.

 

Once you’ve done that, it’s time to split test your ideas with ease.

Step 3. Split test your creative to find your perfect value proposition

Thanks to Facebook, A/B testing has never been easier. With ad split testing directly on Facebook, you can quickly test multiple ad variants against the same audience to see which resonates better.

This is one of my favorite tactics when brainstorming new ideas to see how an audience reacts.

When it comes to lookalike audiences for LTV, you know they’ve done research in your space. But they aren’t brand aware.

This means you are skating a thin line between the awareness and consideration stages of the buying process.

While it sounds good, it also makes it difficult to nail down the proper call to action that will resonate with them.

And that’s why split testing is key. With split testing you can find the right value proposition for the audience, leading to massive wins.

Split testing works, too: One company split tested ad types to the same audience, finding that one variant outperformed the other by 336%.

To start split testing on Facebook, head to your Ads Manager and create a new ad set based on your goals, enabling the split test feature:

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After selecting “Create Split Test,” choose the variable that you want to test:

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In this case, “Creative” is what you want to select.

On the left-hand side, you should now see the following:

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You can begin to create different ad variants for Ad A and Ad B.

If you want, you can even test another ad.

If you have multiple ideas that you want to explore with your new audience, run 2-3 (maximum) at a time. Otherwise, you risk spreading the results too thin.

When running this A/B split test, be sure that you only tweak the creative.

Don’t mess with your audience or placements. Keep the same lifetime value lookalike audience and the same placements, and you will get clear results on how each offer was received.

Run this test until you get a minimum of 250 conversions. That’s the formal guideline from CRO experts at ConversionXL.

Having a minimum of 250 conversions will result in better statistical significance in your tests.

At the end of the test, analyze which ad drove more revenue and profit and proceed with that creative.

Step 4. Remarket non-converting users to close the gaps

Remarketing is one of my most favorite ways to bring back users that didn’t convert.

And while this lookalike lifetime value audience is going to convert great for you, it’s unfortunately not possible to convert everyone.

Trust me. I sure wish it was.

To combat this, remarket the audience you just created, capturing traffic from all non-converting prospects.

In the Ads Manager, you can create a new custom audience based on your lookalike audience.

Depending on how you structured your ads in the lookalike audience campaign, you will choose how you want to create the new audience:

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One of my top ways to remarket on Facebook is by targeting people who engaged with my Facebook Ads in the past few days.

I then exclude anyone who interacted with my CTA button to weed out potential converters.

If you want, you can also create a secondary remarketing list of just people who engaged with your call-to-action button but didn’t convert.

These two remarketing options can go a long way in regaining lost traffic and potential conversions.

After you create those, you have just created a fullscale funnel-optimized lifetime value audience.

You can’t go wrong with this setup, and you’ll be driving conversions faster than you thought possible.

By targeting for LTV, you are ensuring that your new lookalike audience is primed and ready to convert.

Warming them up with split testing will help you narrow down your value proposition and find the right creative elements that appeal to users.

Then, close the gaps with remarketing to ensure you get the most bang for your buck.

 

Conclusion

Facebook is the biggest social media platform in the world.

And it packs amazing features to reach your target audience.

But even so, missing your audience is still relatively “easy” to do.

Most small businesses report having this problem of “missing their targets.”

And I’ve had the same thing happen to me: wasting advertising money on audiences that don’t convert.

But I’ve found a surefire way to drive sales on Facebook from all of that testing:

Customer lifetime value audiences.

Lifetime value is the most important metric there is. It can inform acquisition and all of your advertising spend.

Try creating this customer lifetime value audience on Facebook to capture the most interested users and drive your profits through the roof.

Set up your new lookalike audience with the lifetime value feature on Facebook. This will help you target customers most like your top spenders for increased revenue.

Next, create the most compelling ads and split test them for better performance.

What audiences have you tried and found success with on Facebook?

Social Media is ‘Pay to Play’ in 2018 (How to Get the Best Bang for Your Buck) – For Influencers Only

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Remember MySpace? It was one of the first social media platforms that revolutionized how people interact online. In those days and even in the early days of Facebook, people were still trying to get comfortable with online “friendships.” Some people didn’t join until a significant portion of humanity had already signed up. And even then, they were a bit hesitant. Now, however, people are acquainted with social media, how it works, and why it’s fun. They trust it and they enjoy it. Therefore, they use it. And in the days of social media discovery, everyone sort of wondered, “How are these platforms making money?”



Well, now we have the answer.

In a word, advertisements.

The more people that these platforms have access to, the more money they make from businesses wanting to sell those people their products.

And today, 62% of people living in North America have a Facebook account.

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Since Facebook sells all of that user data to advertisers, they make a lot of money.

Unfortunately, that also means that growing an organic audience on social media platforms is only becoming more difficult.

Because Facebook, Linkedin, Pinterest, and Instagram want you to pay them money to reach your audience.

They don’t want you to be able to do that for free. At least, not easily.

While social media platforms might look like a simple and fun idea on the outside, the reality is that each one is a business.

Still, though, paying to play is well worth your time.

Not only does a massive portion of the human race use social media, but they use it regularly.

Over 75% of Facebook and Instagram users visit the platform at least once per day.

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And that means if you advertise on the platforms, people will see you.

Social media is attracting people like crazy, and it doesn’t seem to be going anywhere anytime soon.

For that reason, many marketers and advertisers are still using the platforms to spread their products and message, despite the “pay-to-play” models.

Just take Facebook, for instance. 93% of social media advertisers use Facebook Ads.

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However, even the massive number of marketers and advertisers who use social media to sponsor their businesses struggle to quantitatively measure their effectiveness.

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And that’s a damaging truth.

Not just to your spirit, but to your pocketbook. Maybe if you’re only trying to grow an organic following on social media, then it isn’t as detrimental.

After all, you’ll probably invest less money while trying to grow an organic following.

However, social media platforms are intentionally trying to get you to pay.

So first, I’ll discuss why and how that’s happening on social media platforms and then lay out some strategies to help you get the most bang for your buck on your advertising efforts.

Why social media is “pay-to-play”

It used to be that you could grow a social media following with some creativity and determination.

Now, however, you also need dollar bills.

And the more you have, the better you’ll be able to reach your audience.

That is, of course, on purpose.

Social media sites want you to pay to reach your ideal market. They don’t want you to able to reach it for free, and they definitely don’t want you to be able to go viral without paying for it.

Over the years, that truth is only becoming more prevalent.

As social media platforms establish themselves, they can require businesses pay more to reach their target markets.

And they are doing so. Vehemently.

In fact, on average, brands only reach 6% of their fans without using paid advertisements.



Clearly, that isn’t very promising.

Additionally, average Facebook engagement is on a downhill slope.

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In other words, not only is it difficult to reach your ideal audience, but it’s almost impossible to get them to engage.

The answer, of course, is to run paid advertisements.

As Facebook’s stock price has increased, the average organic reach of business pages has decreased.

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Why is that?

Because, again, Facebook doesn’t want you to build a following for free. They want you to pay for it.

Just consider this promote button that they constantly encourage businesses to click.

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If you have a Facebook page, you know exactly what I’m talking about.

You probably even receive occasional notifications telling you to boost your post for $5 or $10.

That is a great way for Facebook to make money. But it might not be a great way for you to make money.

And that boost button becomes even more tempting when you find out that Facebook won’t even show your post to all of your current followers.

Just consider this post. My page has almost 920,000 followers, but Facebook has only shown the post to about 15,000 people.

Is that just because only some people have been on Facebook at the time of the post?

No. No, it isn’t.

It’s actually because Facebook intentionally restricts how many people a page can reach with their posts organically. They want you to click that boost button, and they want you to do it as often as possible.

The more you do, the more money they make.

That is, of course, only one example of the increasingly expensive social media climate that advertisers find themselves in.

So what can you do to get the most bang for your buck this year?

Specifically, five things. Here’s what they are.

1. Understand your advertising goals

Since every advertisement is going to cost you cold, hard cash, you shouldn’t run one unless you’ve first determined what the goal of the advertisement is.

If you don’t know, then it’s probably best for your bank account to forego paying for an ad.

The process doesn’t need to be complicated, though.

Just start by taking a look at your funnel, from awareness to consideration to transaction.

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Then ask yourself where the advertisement falls within that funnel. What is the end goal of the ad?

Traffic? Conversions? Brand awareness?

The goal of your ad should directly impact the copy, image, and message that you send. If you don’t have a direct goal for your advertisement, then you shouldn’t run the ad in the first place.

Especially since an unsuccessful ad will cost you loads of money and time.

Naturally, there are a variety of different goals you can choose from.

This ad, for instance.

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Is trying to do something far different than this ad.

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One is trying to build brand awareness and strengthen Buffer’s brand image, while the other is trying to actually sell Buffer’s SaaS product.

One is top-of-funnel and the other is bottom-of-funnel.

Sometimes, you’ll want to run ads to a piece of content you created on your website.

Other times, you’ll want to simply sell your product.

Which goal you choose for your advertising campaign will also impact the audience you target.

If you’re trying to build brand awareness, then you might try to target people who’ve never heard of your business.

But if you’re trying to generate conversions, then it’s probably a better idea to run ads to people who already know about you and have indicated that they are interested in buying.

One thing’s for sure, though. If you don’t know what the goal of your advertisement is, then you don’t really have an advertisement at all.

Start with deciding a goal for your advertisement and don’t run the ad before you’ve determined it.

2. Choose the right social media platform

Each social media platform is different.

Some social media platforms are great for B2B advertising while others are great for B2C advertising. Still, some work for both.

Not only that, but each platform also offers different advertising options.

On Facebook, you can target custom and lookalike audiences, which we’ll talk more about it in a bit.

And on LinkedIn, you can target matched audiences.

With Pinterest, you can use Shoppable Pins.

Above all, though, Facebook shines through as the preferred option for marketers and advertisers everywhere.



In fact, 95% of marketers said that Facebook produces the best ROI for their advertisements.

As you can see, Twitter, Instagram, and LinkedIn fall into second, third, and fourth place.

If you’re looking to advertise on social media, then you should at least consider those top four platforms.

Still, one platform will work better for B2B while another works better for B2C. And one will work better for SaaS while another works better for physical products.

How can you decide which platforms to use and which to ignore for the sake of your business and your ROI?

Well, if you’re marketing for a B2B company, then LinkedIn, Twitter, and YouTube should stand at the top of your marketing list.

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However, keep in mind that, on LinkedIn, you can’t do a very good job of selling your actual products.

For generating leads, the platform is remarkable. But for generating conversions, not so much.

Twitter is great for quick advertisements that drive leads and conversions. And YouTube is perhaps the best platform for building a meaningful connection with your audience since it’s based in video content.

Here’s a quick overview of each social media platform and their specialties.

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In particular, you’ll notice:

Pinterest is great if you have a female audience, Twitter has the largest penetration in the U.S., Facebook is mostly on mobile, Instagram is all about images, Google+ has 300 million active users, and LinkedIn is B2B oriented.

Those unique differences should impact the place you advertise and the advertisements you use.

And each one will cost you money because each social media platform is a business.

So you need to choose the platform that will provide you with the best ROI. That way, you’re not wasting your hard-earned cash on a platform that simply doesn’t work with your business.

3. Target custom and lookalike audiences

Here’s what you don’t want to do.

You don’t want to pay for advertisements, run them for weeks on end, and receive little-to-no attention.

Unfortunately, that’s often what happens when marketers run advertisements without taking the necessary precautions. Or at least, having the necessary knowledge.

Take, for instance, the audience you choose to target.

You can target everyone in the social media world with the right interests. Or, you can target people who are similar to your current successful audiences.

In most cases, the latter option is far more effective.

Fortunately, most social media platforms offer a variation of what Facebook calls custom and lookalike audiences.

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LinkedIn calls it matched audiences and Twitter calls it tailored audiences.

But the feature is largely the same across the board.

So what exactly does the feature do?

Well, it allows you to target audiences that are similar to your current successful audiences.

Imagine, for example, that you have an email list that is incredibly successful. Your open rate, click-through rate, and engagement rate are remarkable for your industry.

With customer and lookalike audiences, you can leverage that email list.

The feature allows you to do one of two things.

  1. Target your email list or some other predetermined audience.
  2. Target an audience that is similar to your email list or other predetermined audience.

The benefits of those features are obvious.

If you have an audience that is already successful, then targeting those same people or people with a similar attitude and demographic is likely to pull results.

In the case of Facebook lookalike audiences, advertisers experience higher-quality and scale than other advertising options.

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However, using the feature for one of your social media campaigns will usually require you to install a tracking pixel on your website.

This is what that looks like on Facebook.

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Fortunately, that’s quite simple and anyone can do it.

Most social media platforms will walk you through the steps to do so, and all you have to do is follow.

Once you’ve installed the pixel, that social media platform will receive data from your website to understand how your ad is performing.

How many people visit your website? How many people convert? Or how many people abandon their shopping cart?

That’s all available information if you install the required pixel.

Then you’ll be able to use custom and lookalike audiences, giving your advertisements the best bang for your marketing buck.

4. Run retargeting ads

Similar to customer and lookalike audiences are retargeting ads.

These allow marketers to show advertisements to people who have taken (or not taken) certain actions on their website.

Again, you only have access to retargeting ads if you install the corresponding social media pixel on your website.

Most social media websites, though, will allow you to run retargeting ads with ease.

Here’s how they work.

Someone visits your site, and the social media pixel tracks their actions. Let’s pretend, for instance, that they put an item in their shopping cart, but leave before buying.

Then, when they go on Facebook, they see an advertisement that targets them with the exact item they added to their cart, maybe offering an additional discount as an incentive.

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For obvious reasons, retargeting ads are more successful than their less-targeted counterparts.

But just how successful are retargeting ads?

Well, on average, they receive three times more clicks, and they are four times more likely to convert new customers.

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Here’s what a retargeting ad sometimes looks like. The person visits the website and then they see a sidebar ad on Facebook of the exact same item.

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The other regard in which retargeting ads help your marketing success is across different devices.

In today’s world, people use multiple devices. They view your website on their laptop and then Facebook on mobile.

As you can see in the chart below, the device percentages are almost evenly split.

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With retargeting ads and a social media pixel, the ads don’t depend on cookies, which are device specific. But they often identify the actual user.

That means even though the person visited your website on their laptop and then Facebook on their phone, the pixel sees the person instead of the different devices.

Clearly, that’s a win for your marketing strategy.

Here’s a retargeting ad, for instance, in which J. Crew Factory offers a discount for a user who abandoned their cart.

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And another example.

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And one more.

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Do that and you’re sure to get more bang for your buck out of your advertising dollars.

Retargeting ads are less risky than most other advertisements because they target people that, you know, are already interested in your product.

You just have to give them a little push before they buy.

Conclusion

As time goes on, social media is only going to get more expensive.

Each platform is trying to run a business, which means that they are trying to make money.

You are their customer.

And your customer is their product. Fortunately, the story isn’t all bad.

Social media is remarkable at finding and targeting your audience.

Even though you now have to “pay to play,” as long as you use your dollars wisely, you can use social media to advertise your products and grow your business.

The four things you want to focus on are understanding your advertising goals, choosing the right social media platform, targeting custom and lookalike audiences, and running retargeting ads.

Then, and only then, will you get the best bang for your buck in the expensive social media climate you find yourself in.

What strategy do you use to get the best ROI from your social media advertisements?

 

 

 

Connect with Social Media Rock Stars: 7 Influencer Marketing Hacks to Open Doors & Unlock Deals (2018)

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Influencer marketing is capturing everyone’s attention. All of your marketing buddies keep talking about it, and you can’t seem to escape their conversations or the onlinecharades. But is all of the buzz worth it? Does influencer marketing really work? The short answer is yes, it does. Here is how to connect to the Influencer Rock Stars.



Think of Gary Vaynerchuk.

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Or consider Grant Cardone, for instance.

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These are just two people who are shaping the world of influencer marketing.

If your Facebook feed looks anything like mine, these two guys might show up more often than your own family sometimes.

They are remarkably active, and for that reason, they’ve forced themselves into influencer positions.

Of course, they are both only influencers in the entrepreneurial world.

But influencers exist for every industry, niche, and product.

If you want to use them to market your business, all you need to do is find them and connect with them.

Of course, that’s easy to say. It’s far more difficult to do.

But before we talk about that, let’s talk about exactly what influencer marketing is so you know how to use it.

What is influencer marketing?

An influencer is someone with — you guessed it — influence.

They’re people who have consistent access to a massive audience of consumers.

But they don’t just have access. They have the ability to influence the decisions of their audience members.

Why? Where do they get that magic?

Well, it’s really quite simple.

Usually, influencers can impact the decisions of their audiences for two basic reasons:

  1. People like them.
  2. People trust them.

And when people like you and trust you, they want to do everything that you do. Let’s be honest: they want to be you.

Here’s what this process looks like when your business comes onto the scene.

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Influencer marketing is a way for your business to access a massive number of people through an influencer.

Building your own audience is difficult, and it takes a lot of time.

That’s why marketers ask influencers to play the role of middleman.

They pay or incentivize the influencer to market their product to the influencer’s existing audience. In turn, the company hopes that some of that audience will buy their products and join their audience.

Then, the business can access those newcomers whenever they like without the help of an influencer.

That’s the function of influencer marketing.

And social media is full of different influencers. They’re people like Nikki Giavasis.

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Tonioskits is another good example.

Tonio Skits tonioskits Instagram photos and videos

Luckily, though, all of those influencers can be good for your business if you use them to your advantage.

But what makes influencer marketing so effective, and why should you consider using it?

We’ll turn to that question next.

Why is influencer marketing so effective?

Influencer marketing is effective because people trust and like influencers.

They like them for a variety of different reasons.

Really, the reason depends on the influencer.

Some consumers like influencers for their style, others for their humor, and others still for their travel photos.



But despite the reason that people like and trust an influencer, there’s no denying the effectiveness of the strategy.

Over the past few years, interest in influencer marketing has risen by more than 90 times.

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And in 2016, 84% of marketers planned at least one influencer-marketing campaign.

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If influencer marketing didn’t work, that would be a lot of hype for nothing.

Most likely, influencer marketing is popular because it works.

And that’s no surprise.

When people trust someone and like someone, they listen to that person’s recommendations.

And if your business is the recommendation, you’ll gain customers. It’s that simple.

In fact, 20% of women consider purchasing products supported by influencers. And conversions can increase by three to ten times when brands use influencers to share content.

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The point is that influencer marketing works, and you’re missing out if you haven’t at least tried it.

But using influencer marketing to your advantage might sound daunting.

How do you connect with influencers?

And perhaps more importantly, how do you make sure you connect with the right influencers?

Well, that’s what you’re here to learn.

Here are seven influencer marketing hacks that you should use to open doors and unlock deals.

1. Find the right influencer, not just any influencer

It’s one thing to work with an influencer.

It’s another thing entirely to work with the right influencer.

But how do you differentiate between the right influencer and the wrong influencer? What do you need to look for? Are certain influencer qualities worth paying attention to more than others?

Well, the real answer is that you need to look for an influencer who fits your business.

One business might use Gary Vaynerchuk to advertise their products. But even though you sell the same products, he might not be a fit for you.

Maybe he’s too free with his language or perhaps he doesn’t match the image that your brand is trying to portray.

Whatever the reason, you need to choose an influencer who matches your business. Don’t just use any influencer.

For instance, Old Navy worked with Megan Rienks, who is an Instagram comedian, to advertise one of their product lines.

This influencer-marketing campaign works because Old Navy’s brand image perfectly matches Megan Rienks’s image.

They are both positive, fun-loving, humorous, and optimistic.

Similarly, Naked Juice used Kate La Vie to market their product on Instagram.

This connection also makes sense.

Naked Juice is primarily a company that caters to healthy, gym-going types of people, and Kate’s post encapsulates that image.

Even if an influencer has a large audience, if they don’t match your brand image, then don’t use them.

If you do, the inconsistency between the influencer’s voice and your business’s voice will hurt your following, not help it.

2. Double check influencers for fake followers

Unfortunately, there’s a dark side to influencer marketing.

You see, many people want to live the life of an influencer without putting in the work.

They want businesses to pay them for talking about their products, but they don’t want to spend the necessary time or energy to gain an authentic and loyal following.

Sadly, some of these people are relentless in their pursuits.

So what do they do?

Well, they buy their followers.

And you, as the business, need to be aware of these kinds of influencers so that you can avoid working with them.

To determine if an influencer bought their followers, simply click on a few of their follower profiles.

Pay special attention to these spots.

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If the profile is following way more people than it has in followers, that’s a sign that the account is fake.

Additionally, if all of the posts are shares or retweets (i.e., there’s no original content), that’s another red flag.

And lastly, if the profile bio is basic, grammatically incorrect, or outright awkward, be wary.

If all three of those factors are present, then more often than not, the account is fake.

Here’s another example.

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And if the account is fake, then the only way that the influencer acquired their followers was by paying cold, hard cash.

You, of course, want to work with influencers who have a real following, not a fake one.

After all, real people can buy your products and join your newsletter. Fake people can’t.

3. Stay active on your own social media profiles

A lot of times, the best way to connect with influencers is by meeting them on social media.

That’s where they hang out and make a name for themselves, after all.

If you want to befriend influencers for your own benefit, then spend some time posting your own content, commenting on influencer content, and “liking” and sharing other people’s posts.



As you do, you might be surprised by how many influencers reach out to you asking you about yourself.

Of course, this might take some time.

Relationships are complex. You simply can’t build them overnight.

The key is consistency. You need to post, “like,” share, and comment regularly over a long period of time to build a relationship with the people who can raise your business to the next level.

Plus, if you’re not active, people won’t follow you.

On Facebook, you should post once per day.

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On Twitter, you should post 15 times per day.

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On LinkedIn, post once per day.

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And on Instagram, perhaps the most lucrative influencer-marketing channel, you should post one to two times per day.

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And in terms of commenting, “liking,” and sharing influencers’ posts, follow one simple rule:

Do as much as you possibly can without seeming desperate.

You don’t want to seem like some weird business owner with a hidden agenda.

Treat them like the person they are, and they’ll do the same for you. That means that you’ll build a valuable relationship.

But one thing’s for sure:

If you invest enough energy into communicating with the right influencers on social media, then you’ll have connections in no time.

4. Include expert quotes

OK, so maybe you really want to use influencer marketing, but you just don’t have the budget for it.

After all, influencers can get expensive fast.

That’s especially true of the ones with large followings that you actually want to use.

But here’s a strategy you can use regardless of your budget.

Include quotes from influencers in a piece of content. Then, contact the influencer and tell them that you referenced something they said.

If you’re lucky, the influencer might even share the piece of content with their own audience for free.

This article from Shopify, for instance, includes a quote from James Brooks of The Elephant Pants.

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It also has a quote from Rachel Pedersen of RBP Productions.

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You can include quotes that look similarly flattering, contact the influencers you quoted, and then gently ask them to share the article if they enjoy it.

You might not have the budget for other types of influencer marketing. But with this strategy, you literally have nothing to lose.

5. Use influencer testimonials

Are you struggling to get your product off the ground?

Maybe people are visiting your website and interacting with your content, but they aren’t actually buying your inventory.

Or maybe people are getting halfway through your checkout process and then leaving.

If that’s the case with your business, you might want to consider using influencer testimonials to give visitors that extra push.

After all, if the visitor’s favorite people are using the product, then the visitor will be more likely to buy as well.

Simply find influencers who match your brand, give them a free sample of your product, and ask them for a testimonial if they like it.

Then, put the testimonial on your website like this.

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Or, it could look something like this.

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With testimonials from people your ideal customer knows and trusts, they’ll be hard-pressed not to convert.

Often, taking the leap is just a matter of having the right people to guide you.

And influencers make great guides.

6. Offer a special deal for the influencers’ followers

Here’s the thing about influencers.

They all have an image to sustain.

They don’t want to market your products if they’re outrageously expensive, unattractive to their audience, or will hurt their relationships with their followers.

The last thing you want to do is start a relationship with an influencer that ends up hurting the influencer’s following.

In that case, you might get them to work with you once, but they’ll never work with you again.

Not only that, but if you use influencers to market your product and business, but nobody ends up buying from you, then you wasted your whole marketing budget.

For those reasons, it’s in your interest and the influencer’s interest that you make your offer as appealing to the influencer’s audience as possible.

First, influencers will probably only work with you if you add some sort of exclusive discount or offer. And second, you’ll generate far more customers by doing so.

Offering a discount or special deal for the influencers’ followers is a great way to increase the chance that your campaign comes out on top.

It doesn’t need to be a remarkable discount, either. Just make it enough to incentivize the audience.

Even 10% will do.

Consider this influencer marketing campaign between Julianne Hough and Boxed Water.

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Although this marketing campaign doesn’t offer an additional discount, it would be quite simple to add that.

In this case, maybe the incentive wouldn’t be a discount. Maybe it would be additional charity donations for a short time.

Whatever the incentive, there needs to be something extra to make the campaign work to its full potential.

Lewis Howes does this with practically every podcast he records.

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This is a list of his sponsors. But what you don’t see is how, on every single podcast, he offers some sort of discount, free trial, or special offer exclusive to his audience.

And I’ll bet he only works with sponsors who are willing to make those kinds of offers to his audience.

If you want to connect with influencers, then you need to make an offer that will appeal to their audience.

7. Run a giveaway

This tip is similar to the last one, but it’s a bit more specific.

Here’s the reality: influencers will only work with sponsors who have a great offer for their audiences.

And few things are quite as fun or appealing to an influencer’s audience as entering a giveaway for an item that they really want.

In other words, by running a giveaway, you appeal to influencers by appealing first to their audiences.

You know that the key to a parent’s heart is through their children, right?

Well, the key to an influencer’s heart is through their followers.

Consider what Passion Planner did with Celinereads as an example.

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Then, you can ask the influencer to announce the winner with something like this.

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Now, you might be thinking, “But I don’t want to give away a ton of products for free. I want to actually make money.

 

But here’s the best part about running a raffle.

The people who sign up for it are primarily those who really want the product you’re giving away.

After they’ve been consistently coming back to your website for weeks dreaming of winning that product, they’ll get more and more excited about it.

If they don’t win, then there’s a high chance that they’ll end up buying the product for themselves after all that hype.

You might only give away one or two items, but all of that brand awareness and revenue potential is well worth a few free giveaways.

Plus, influencers won’t work with you unless you have an enticing offer for their audience.

Free giveaways are about as enticing as exclusive offers get.

Conclusion

Every marketer is talking about their most recent influencer-marketing campaign and how successful it was.

But you’re wondering if the buzz is all that it’s cracked up to be. And if it is, you want to know how you can start leveraging similar strategies.

Well, these seven ways are a great start to drive revenue to your business through influencers.

First, find the right influencers who have real audiences.

Then, stay active on your social media profiles and build relationships with influencers.

Once you connect with an influencer, add a special offer or run a giveaway for their audience to drive even more conversions for your business.

Finally, you can include expert quotes in your content or use influencer testimonials on your product page.

Follow these steps, and you’ll connect with influencers like never before. That means that influencer marketing will turn out to be a real, tangible asset for your business.

What influencer marketing hacks do you use to connect with influencers and drive revenue?

 

 

9 Expert Insights to Increase Your Organic Website / Blog Reach on Facebook (For Entrepreneurs only) 2018

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You’re probably already using Facebook to engage with your audience. Facebook has established itself as indispensable within the social media marketing industry with 62% of marketers naming it as the most important one in their strategies. But while 93% of marketers use Facebook advertising regularly, 40% say they’re unsure whether their efforts are working. And that’s becoming an increasingly difficult question to answer. Because Facebook’s recent algorithm update prioritizes posts from friends and family, less content from business pages is showing up in users’ News Feeds. In fact, Facebook Ads expert Jon Loomer warns that measuring only actual, viewable impressions, as opposed to News Feed ticks, could see reach decline by up to 20%. And as organic reach drops, ad rates continue to skyrocket — increasing by 35% in the last quarter of 2017 alone.



So with organic reach on the decline and advertising becoming more expensive than ever, reaching your audience on the platform isn’t as easy as it used to be.

But it also isn’t impossible.

Fortunately, Facebook offers a comprehensive set of analytics reports for business page owners.

And in this post, you’ll learn nine ways to gather actionable data from these reports, then use that insight to increase your organic reach.

Why organic reach matters

There’s been a continual decline in average organic Facebook page reach over the past few years.

And while that may not be news if you’ve been following the social media marketing industry, there was a more drastic drop from 2016 to 2017.

median organic post reach

This means that marketers across the board are reaching fewer of their followers with the content they post.

But why does this matter?

Can’t you just spend some money and boost your posts so that they reach more users?

That would be the obvious solution — but personally, I don’t recommend it as an alternative to working on your organic reach.

 

Boosting posts, even with a well-executed strategy, is a temporary approach. Once you stop paying, you stop getting results.

Plus, the posts you boost will typically involve directing users to informational content on your site.

And while that can help you earn traffic, that traffic doesn’t generally convert at a high rate — meaning that the ROI you see will likely be low.

So while boosting posts is an effective way to generate a spike in traffic to a page on your site, it ultimately won’t lead to long-term results.

Achieving and maintaining strong organic reach, on the other hand, can boost your lead generation efforts.

And, having a strong organic reach, can contribute to your sales funnel — making it a much better goal for your Facebook marketing strategy.

How to access Facebook Insights

To access the data that Facebook provides on your business’s results, you’ll first need to navigate to your page and select “Insights” from the menu bar.

insights menu

The main dashboard shows a summary of the previous seven days.

This summary includes data for your total actions on page, pageviews, page previews, page likes, page reach, and page recommendations.

It essentially gives a general overview of your weekly performance, as well as how that performance compares to the previous week.

From here, you can click any of these summaries to access more detailed information or scroll down to see data for your five most recent posts.

This section will show the date and time of each post, the post’s type and caption, as well as the reach and engagement achieved.

The reach metric will also display both organic and boosted numbers if you paid to promote any of your posts listed over the previous seven days.

Finally, your dashboard will also display weekly performance summaries of up to five pages that you’ve designated as “Pages to Watch.”

This feature is designed to help you easily compare your page’s performance with your competitors’ pages.

You can add up to five pages to track. Then this report will display each one’s total page likes as well as their increase in page likes, total posts, and total engagements.

How to use Facebook Insights to increase your reach

So, reaching your audience with organic content is essential for achieving significant results with Facebook.

But if your current approach is just to share links to new content whenever you publish it on your site, it’s unlikely you’ll see the kind of organic reach you want.

Success on the platform requires careful strategy and planning.

And when you use Facebook’s built-in reporting feature, Insights, you can learn valuable data about your audience.



This data will help you create a strategy tailored to their interests and browsing habits.

So if you’re looking to improve your results on the platform, here are nine ways to use Facebook Insights to measure your performance and improve it moving forward.

1. Use the Likes, Comments, and Shares report to identify high-performing content

One of the most popular metrics amongst Facebook marketers is reach.

You can access this data by selecting the “Reach” tab from the column on the left of the page.

Here you’ll see a report showing how many people saw content from your page on any given day.

This is a helpful report for getting a general idea of how many people read or saw your posts over a given time period.

But it doesn’t show which content they saw or whether any of those people engaged with it.

Of course, you can use this graph to identify any spikes in reach, then use those spikes as a starting point for digging deeper into your reports.

In that regard, it makes sense to glance at this report whenever you check in on your page’s results.

But you can’t draw definitive or actionable conclusions from it.

After all, your goal isn’t just to know what your organic reach is — it’s to increase that number.

And one of the best ways to do that is to focus on creating more engaging content.

When a post does well in terms of engagement, this signals to Facebook that users find it interesting. As a result, they’ll distribute that post to even more users.

This means that to achieve high organic reach, you need to create content that generates engagement from your audience.

And you can access this data in the Reactions, Comments, Shares, and More report.

Instead of focusing on reach, this report will help you identify the days on which your content sparked the most reactions among your audience.

Again, this report doesn’t show individual posts — so looking at this data alone won’t tell you which content generated a high number of likes, comments, or shares.

But once you’ve identified days on which your page saw high engagement numbers, you can use that insight to narrow in on specific posts.

This can serve as a starting point for identifying high-performing content.

Plus, you can use it to gauge your overall engagement levels over time.

And while many Facebook marketers mistakenly focus on reach, making engagement-related metrics a priority will give you a much more accurate idea of what you’re doing well.

2. Use the Posts report to compare individual posts

After you’ve used page-wide metrics to get a general idea of your Facebook results, you can use the Posts report to learn more about the performance of individual posts.

Under the Posts tab, scroll down to “All Posts Published.”

This report will list each of your recently-published posts individually, as well as the post’s type, targeting, reach, and engagement.

With this data, you can easily identify the top-performing posts on your page for any given time period.

Here again, though, you’ll want to focus on engagement instead of reach alone.

This is especially important when you consider what this metric really indicates. Every time one of your posts appears in a user’s News Feed, it adds to your reach count.

And when you think about your own browsing habits, the problem becomes apparent.

Many of us tend to scroll mindlessly through our feeds, only stopping when something catches our attention.

And if this is the kind of “reach” you’re generating, it means very little for your business.

If users don’t stop to read your content, their view is essentially useless.

When a user likes, comments on, or shares one of your posts, however, you can be confident that they spent at least a few seconds with your content.

This makes these metrics more reliable indicators of a post’s success. Plus, they can give you a better understanding of which types of content are most interesting to your audience.

Then, you can use this insight to create more of the content they like — leading to more engagement for your page and improving your overall organic reach.

3. Use the Post Types report to learn what your audience wants

Another helpful data set within the Posts section of Insights is the “Post Types” report.

This will show the performance of your most recent posts. But instead of displaying them individually, it shows data based on different types of posts.

When you publish content to your page, you can either post it in the form of a photo, status, link, offer, or video.

This report will show which of those types tend to resonate best with your audience.

After all, every audience is different.

And while visual content performs best on social media, you won’t know for sure if that’s because of your followers or other types of content they prefer until you dig into your own data.

Of course, as a caveat, it’s important to note that the actual content in these posts can have an impact on your followers’ responses.

So if you’ve only published one or two posts within the reporting period, your data may be skewed based on their content.

As a result, this report is most helpful when you’ve been publishing new posts on a regular basis.

But once it’s had enough time to collect significant data, you can use it to shape your content calendar and overall strategy.

The more you post the type of content your audience likes to see, the more effective you’ll be at generating engagement and reaching your goals on the platform.

4. Identify what’s working for your competitors

Looking at post performance is a great way to gauge what your audience wants to see more of. But it’s important to remember that you aren’t limited to monitoring your own content.

Much like with virtually every other form of digital marketing, doing a bit of competitor research is a great way to improve your own strategy.

And Facebook makes that process easy, as long as you know who your competitors are.

From the Posts tab, select “Top Posts from Pages You Watch.”



This report shows data from pages you’ve identified as competitors. And if you haven’t done so yet, you can add to it by selecting the “Add Pages” button at the top of the report.

Then, you’ll see the top content from each of the pages you’ve chosen to monitor in terms of engagement.

The report also includes direct links to each post, making it easy to see the exact content that’s working for your competitors.

Assuming that your audience shares similarities with the audiences of the pages you’ve chosen to monitor, this can be an extremely valuable insight for your business.

Spend some time investigating which post types are working for other businesses in your industry, what kinds of topics they’re posting about, and the tone and style that they use.

Of course, you should never attempt to replicate another company’s strategy directly.

But this is a great way to learn how to most effectively connect with your audience — so that you can create a clearer plan for your own approach.

5. Learn when your fans are online

Many Facebook page admins struggle to identify the best times to post on social media.

If you spend time creating content, you want to make sure that your audience actually sees it — and timing can play a big role in that.

Fortunately, determining when your audience is online doesn’t need to be a game of guesswork.

Facebook provides all of this data under the Posts tab. Simply select “When Your Fans Are Online” from the menu at the top of the report.

Here, you’ll see data from the previous week, showing your total number of fans active on each day of the week.

Then, once you select a day, you can see how many users were active during each hourly interval based on your local time zone.

With this report, there’s no need to guess when you should be posting to reach your audience.

Create a schedule based on when you know they’re most active online, and you can be confident that you aren’t missing any opportunities simply because of timing issues.

6. Use the Net Followers report to track your audience’s growth

Your organic reach depends on many different factors, the most notable of which is Facebook’s algorithm.

But your posts will only ever show up in the feeds of users who’ve chosen to follow you — meaning that your potential organic reach is limited to that number of users.

That means that it’s important to keep an eye on your audience’s growth.

Fortunately, this is an easy metric to monitor using the “Net Followers” report, which you can find under the Followers tab.

While many page managers focus solely on their total number of followers, that metric doesn’t tell the whole story.

When it comes to growing a page, retaining your current followers is just as important as earning new ones.

And this report can show you how you’re doing in that regard.

Plus, if you’re losing followers, this can help you learn why.

If you notice a significant number of unfollowers on a specific day, you’ll want to take a look at what you posted that day.

This can give some insight as to what kinds of content your audience doesn’t like.

This way, you can avoid publishing the kinds of content that cost your page followers — and continue to grow your audience.

7. Use the Actions on Page report to see how Facebook drives important business goals

As with any marketing channel, your goal with Facebook marketing isn’t simply to generate attention on the platform itself.

Ultimately, you want your efforts to translate into meaningful results for your business.

And fortunately, some businesses have seen these types of results remain consistent — or even increase — despite the overall decrease in average page reach.

For example, in one Scribewise study, the company saw a 67% increase in site traffic due to Facebook from December 2017 to January 2018.

fb traffic

So while many social media marketers were panicking about drops in reach, their results actually improved for a more meaningful metric than how often they appear in users’ News Feeds.

And the data in the Actions on Page tab can help you gauge whether your Facebook marketing campaigns are making an impact.

This report shows whether users are taking actions that translate into off-page results.

Actions like asking for directions to your business, clicking your phone number, visiting your website, or clicking the action button on your header.

Depending on your business and social media marketing strategy, not all of these actions will be relevant.

For example, if you’re running an e-commerce store, you wouldn’t expect your followers to ask for directions.

But you would want them to visit your website or click an action button that directs them to shop — and this report is where you can see whether they’re taking those steps.

So to make the most of this report, you’ll first need to determine what kind of action you’re hoping to drive with your page.

And if you haven’t done so yet, you’ll want to create a custom action button. This will show up in your page’s header and direct visitors to take a step that’s important to your business.

action button

Click “Add Button,” and you’ll be prompted to select from a pre-set list of button types.

which button

You can opt to direct users to book an appointment, contact you, visit a specific page on your site, shop or make a donation, or download an app or game.

Once you’ve added your button, you’ll be able to track how many users click it in the Actions on Page report.

This will give you a clearer idea of how your Facebook strategy is contributing to your overall marketing goals.

8. Use Video Insights to monitor performance

Today, video is one of the best ways to engage Facebook users. In fact, 12 of the 14 most viral Facebook posts in 2017 were videos.

Facebook has even explicitly stated that video generates more engagement.

It’s clearly a compelling medium — so it should come as no surprise that 81% of marketers are using it as part of their strategies.

And videos don’t have to be complicated or involve high production values to generate results, either.

Just take a look at how Inspiralized uses videos created with Instagram’s Boomerang feature to attract their audience’s attention:

pasted image 0

So if you’re not using video yet as part of your strategy, there’s no reason not to try publishing a few simple posts and see how your audience responds.

Then, once you do, Facebook’s Video Insights are a great way to monitor your performance.

Click the Video tab, and you’ll first see an overview of your page’s Video Views.

video views

This report counts each time a user watches three seconds or more of one of your videos as a view.

But if you scroll a little farther down the page, you’ll also see a report showing only views of ten or more seconds.

10 second views

If your video is less than ten seconds, Facebook will instead use this report to show users who watch 97% of it.

Either way, this report is an excellent way to see which of your videos are effective in engaging your audience.

If a user spends ten or more seconds watching your content, they’re clearly interested — and that means a lot more than the type of view included in the standard reach metric.

From here, you can also click any video to access more data about that individual post.

individual video insights

This data includes peak live viewers, average watch time, and total minutes viewed.

9. Learn who your followers are

The more you know about your followers, the more effective you’ll be in creating content that’s relevant to their needs and interests.

You can access Facebook’s data about who follows your page by navigating to the People tab, then selecting “Your Followers.”

It’s important to note that by default, Facebook will show data on your fans, not your followers.

And while you’ll often see these terms used interchangeably, there’s an important distinction to make.

Fans “like” your page, but may have opted not to see your posts in their feeds. Followers, on the other hand, have indicated that they want to see your content.

That means that while these audiences may be extremely similar, followers are a better indicator of who’s seeing and interacting with your posts.

Conclusion

Engaging your audience on Facebook is no longer as simple as remembering to publish a new post once or twice a week.

But using the reports above, you can gain valuable insight into your audience’s interests and browsing habits.

Focus on engagement rather than reach because someone who is engaging with your content is more likely to buy than someone who just scrolled past it on their News Feed.

Compare post types and individual posts to see what’s working for you. Then check out what’s working for your competitors.

Once you know what types of content your audience likes, find out when they’re online and post at peak times so they actually see it.

And don’t forget video. It’s one of the best ways to engage your audience.

Try a few video posts and see how your audience responds.

Finally, track your audience growth and business goals to make sure your content is connecting.

When you shape your strategy around what they want to see, you’ll be much more successful in achieving the reach and engagement you want.

Which metrics do you find most helpful when monitoring your Facebook marketing success?

 

 

 

YouTube, Vimeo, Instagram – Create Your Own Affordable Social Videos – 3 Simple DIY Tools (2018)

affordable-social-videos




It’s staggering to think that every day, people around the world collectively watch one billion hours of YouTube. That’s over 114,000 years of video watched in just one day. And that’s just YouTube. It doesn’t even touch Facebook, Vimeo, or any other online-sharing platforms. But that number is a small indicator of just how much video is consumed in one day. Cashing in on this billion-hour trend should be a no-brainer, but I get that you might have some hesitation. Perhaps you’re camera shy. Or, you think that the equipment you’ll need costs thousands of dollars, which isn’t really affordable. That just isn’t true.



Chances are you already have most of the tools at your fingertips. You just haven’t been taught how to use them.

I’m going to show you how to create affordable DIY social videos in this post with some of the tools that you have in your home, office, or even in your pocket.

But first, I want to dig a little deeper into why creating viral content with video is so important.

 Why social videos are important

Using video marketing is a proven way to bring new traffic to your website and help you find untapped lead sources.

Videos can boost your revenue and drive sales with even the simplest format.

How do I know?

Video marketing is one of the top revenue sources for my business.

43% of users want to see more video content according to Hubspot’s State of Inbound

pasted image 0 631

 

And an overwhelming majority spend more than one hour on YouTube.

consumer behavior6

You can see that almost one-third of younger Internet users spend more than four hours watching YouTube content.

So your audience is looking for video.

But there’s more to it than the amount of time spent watching video:

I believe video marketing is one of the cornerstones of thought leadership.

Building your brand’s reputation as a trusted source of high-quality information requires you to put yourself out there. Hoarding information is no good.

How do I use video to foster thought leadership?

 

But I don’t just stop at creation. I also curate content by creating playlists on my channel.

This helps viewers who want access to all of my videos on a certain topic as quickly as possible.

That’s thought leadership.

And it doesn’t require you to have a background in broadcasting either. It’s just being who you are and sharing your expertise in a different medium.

You can also establish yourself as a video expert and thought leader by tapping into a service like Facebook Live.

It’s one of the only areas on Facebook that still has organic reach. And using a service like Facebook Live can even boost your engagement and lead generation.

Why? People tend to watch live videos 3x longer than regular videos.

They’ll tune into your video, get helpful tips, and then think “Well, I’m already watching…” and so they stay.

 

So what are some of the steps you can take to start creating video?

Let’s start with one of my favorites: Live video.

What good social videos look like

There’s one thing that’s true of all good social video.

It’s got to be in the right place.



You can pick from dozens of platforms.

Facebook, Twitter, Livestream, Twitch, and YouTube are just a few.

But where is your audience? Where do they go to watch a video like yours?

According to this Business Insider and Statista study, the most popular sites are Facebook and YouTube.

video streaming sites

And that means your best bet is to start on one of these sites with any video content.

So what’s the solution?

Video School Online recommends the following format for tutorials, but you can use it for other types of video with a little creativity:

  • Short introduction
  • Provide a quick outline. Verbally is typically best!
  •  Walk through the steps ELI5 style.

eli5

  • Conclude with a call to action.

So let’s say you’re getting started on Facebook with a Live video. What should it look like?

Start by creating an outline that has everything above. Then include a few more secrets to maximize effectiveness.

It should offer education or a benefit for watchers.

As you’re educating, transition to a bonus offer.

Ask your audience if they would like to learn more, or give them a chance to work one-on-one with you by going to a certain landing page.

Once your video is done, you should boost it and promote it to get more visitors to your website.

You’ve now created a short, content-rich, effective video that’s ready to share.

Well, almost.

You know what it looks like, but how do you create it on a budget?

Let me show you, starting with what’s probably already in your pocket!

Use a smartphone

According to Pew Research, more than three-fourths of adults in the United States own a smartphone. I’m willing to bet you’re one of them.

smartphone stats

Smartphones are everywhere these days. They’re even linking up to our houses and cars to help us stay organized and on top of things.

They’re also one of the primary ways we consume social media content. According to Statista, there were over 159 million people browsing Facebook on the mobile app: mobile social

And you can see that Instagram, Twitter, and Snapchat are high on the list as well.

So creating video that can be viewed on mobile smartphones is a wise choice. That makes it all the more ironic that you’ll be using a smartphone to create that content!

Not all smartphones are created equal though. Some hold to their iOS (or Apple) devices with unwavering brand loyalty, while others choose to own an Android.

There are a few others, but according to another Statista study, the majority of smartphone owners have either Android or iOS (Apple) devices.

smartphone ownership

So chances are, if you’ve got a smartphone you’re either running with an Android or iOS device.

How do you use this technology to your advantage?

With just a few more basic pieces of equipment, you’ll be able to crank out high-quality video content with ease.

First, you need to find a way to hold your camera steady.

You could prop it up on a book or your coffee mug. But if you want to have a little more flexibility, I’d recommend a good tripod like this LOHA:

tripod

You’ll have a hands-free and portable method of keeping your smartphone stable while you record.

The ability to worry less about if your face looks good at a certain angle will help you focus more on the content. Plus, your arm won’t get tired.

Next up you need to figure out audio.

You’ll need to invest in a good microphone because most smartphones still don’t have great audio-recording capabilities.

The embedded mics might be great for conference calls, but video recordings can sound thin and lack clarity.

If the audio is bad, it’s pretty much guaranteed that people will ignore your video.

So investing in a simple recording device like a lapel mic can make all the difference in the world.

If you have a bit of money to spend, I’d recommend something like a Rode or Audio-Technica mic that works well with your smartphone.

The ability to plug-and-play is what makes this simple.

Here’s the Rode mic:

rode mic

Or for the budget conscious, the Audio-Technica microphone:

audio technica mic



Now, let’s discuss the differences between iOS and Android video capability.

iMovie

If HD-quality video is on your wishlist, you’ll be excited to know that the newest iPhones let you shoot in 1080p with iMovie.

If you’re an Apple user, you can use iMovie to create videos and immediately upload them to a sharing platform like YouTube or Vimeo.

You can shoot, edit, and upload all in the same place.

imovie

And the best part? It’s free.

You can also use iMovie cross-platform, which is a great feature if you want to shoot on-the-go and then edit when you get back to your desk.

It’s hands-down the best video-creation method for Apple lovers.

But what about Android?

Users love Android technology for its flexibility, innovation, and all-around utility.

There are a few options for Android users.

FilmoraGo

The first of which is an app called FilmoraGo.

filmorago

This app does all the basics you would need in video editing. You can trim, add music, or even throw in a theme overlay if you think it fits the content.

One of the best features of this app is the ability to crop your video to the best size for whatever platform you’re sharing on.

If you’re making a video for YouTube, you can set the video’s size to 16:9. For Instagram, you have the option to make it 1:1.

Little details like that make a difference.

Action Director

The second option for lightweight video editing on an Android is called Action Director.

actiondirector

 

Action Director is unique because it’s one of the few apps that supports 4K video.

So if you opt to go with this app, you’ll be able to stay with it when smartphones push to that level of recording capability.

Much like the other options, you can import clips, edit them, and render the video. You can do things like add your own music, trim and cut video, add text, and employ slow motion.

The biggest downside is that it’s not supported on every Android device. So you’ll have to check if your device is included.

But whichever editor you choose, make sure you’re comfortable with the platform.

You probably won’t need much more than the basics, but it’s nice to have a few extra bells and whistles when you need them.

So you’ve downloaded an editing app, and you’ve got your smartphone in hand. What now?

Record and share your video! It really is that easy.

But smartphones aren’t the only way to record. Let’s look at another way: screencasts.

Record a screencast

 Another way to show off your expertise and engage with social videos is to do a screencast or screen recording.

This is a great way to walk your viewers through a presentation while you do a voiceover to complement.

You can also show off solutions to online problems this way. Or teach difficult subjects by showing instead of speaking.

You’ll notice in a lot of my videos that I share what’s on my screen to help viewers understand how to accomplish a task.

Like in this video where I share my screen to show you how to use LinkedIn to get more sales leads.

screenshare

So if you’re feeling camera shy, you’ve really got no excuse not to create video content.

But if you plan on doing numerous videos like this, I’d recommend investing in a service dedicated to this style of video like EasyVideoSuite or Camtasia.

easyvideo

The added benefit of a paid product is more frequent updates, better service, and usually an easier-to-use user experience.

But if you’re looking to keep your budget lower, a free option would be OBS Studio.

OBSDemoApp

Keep in mind that since it’s an open-source streaming software, you’ll likely have a bigger learning curve than a more intuitive option.

But if you’re dedicated to making it work, free is free.

And let’s not forget the audio.

Since you’re using your computer instead of a smartphone, your range of microphones is a little broader.

You’ll still want to find one that’s high-quality, and if you’ve already got a lapel mic, it will still work. But since you’re not in the video yourself, you don’t have to stick with a lapel mic this time.

Using something like the ever-popular Blue Yeti will ensure your audio stays perfect.

blueyeti

Once again, it’s a bit of an investment. But it’s not a $2,000 microphone, right?

That’s a win for your budget, and you’ll get all the mileage you need out of a good USB microphone like this.

Plus, the quality will shine through in your screencasts, which is good for your engagement.

Screencasts aren’t the only option available to camera-shy marketers, though.

Use an animated template

If your topic isn’t suited to the how-to style, or if you simply want to change things up, animated templates are a good way to fill in the gaps.

Sometimes getting in front of a camera or giving a presentation isn’t the most engaging way to get a message across. You might not even need to speak.

Animated template videos are easy to create and even easier to share. Plus, they can perform just as well as the other videos you share.

Here’s a screenshot of one of VideoMakerFX’s example templates:

videomakerfx

You can see it’s short: only 46 seconds long.

It gets straight to the point, and if you go check out the rest of it, you’ll find a few other things:

  • It’s pretty generic, which means it’s flexible.
  • There are no spoken words.
  • The music is engaging.
  • The visuals still pull you in and engage you in the content.

All of these reasons make them a very popular option for the introverted marketing crowd.

Of course, if you’re looking to keep your budget close to zero, there are always free options like Biteable:

biteable

By investing time or money in a tool like this, you can create professional animated videos in just a few minutes.

Everything is mostly done for you. All you have to do is type in some text, upload your logo, and then share.

It’s very similar to a screencast, but you’ll spend less time making the video which is a plus. I wouldn’t recommend only using this format though, but it’s a great tool nonetheless.

Conclusion

Social videos are proven to help boost sales, and far too many marketers aren’t using them because they’re afraid it’s too much of an investment.

I use video all the time. B you don’t need expensive HD-recording equipment, there are plenty of tools that allow you to do it yourself and keep a small budget.

So it’s time for your business to cash in on a billion-hour industry. And it shouldn’t have to cost you thousands of dollars to do so.

Video is a powerful way to spread your brand, boost engagement, and win new leads. It’s got huge potential for everyone.

If you have a smartphone, you have everything you need to get started at your fingertips. Simply write a script that engages, educates, and calls viewers to action. Then hit record!

Or, if you’re a little camera shy, download a screen-sharing platform or tap into the animated template market. You’ll be able to easily share your expertise with the same results.

So what are you waiting for? Now that budget’s not an issue, your audience is waiting.

How do you create actionable video content for your business?

 

 

16 Must Do Facebook Marketing Tips (That Actually Work) 2018

facebook-marketing-tips




Facebook has had its ups and downs when it comes to marketing. It was the first social media platform to launch ads, and it has since become a benchmark for how other social sites run their ad algorithms. Of course, Facebook marketing hasn’t been without its controversies. The founder of Facebook, Mark Zuckerberg, recently announced plans to reduce the impact of ads on user news feeds. It’s a move that many see as a hit to advertisers and marketers alike. But don’t worry quite yet. Even with algorithm changes, Facebook is still a powerhouse for growing your social reach.



Here’s why.

Why Facebook is still a powerful marketing tool

If you compare it to every other social platform out there, Facebook is still the biggest.

It now has over 2 billion monthly active users and over 1 billion daily active users. And they grew to this size within the span of 13 years.

facebook stats 5

Let’s put these figures into context. According to TechCrunch, no other platform has reached this many monthly active users:

  • YouTube has 1.5 billion monthly active users.
  • WeChat has 889 million monthly active users.
  • Instagram has 700 million monthly active users.
  • Twitter has 328 million monthly active users.
  • Snapchat has an estimated 255 million monthly active users.

Though YouTube and Instagram are putting in the effort, Facebook remains on top.

And 93% of marketers admit to using Facebook advertising regularly. That represents roughly 3 million businesses that use Facebook strictly for marketing purposes.

But despite Facebook’s widespread use, marketers are worried about the recent algorithm changes.

According to Recode, some marketers have been reporting ad impression decreases and cost increases since January of 2018.

Facebook ad costs spiked higher after a big change to its News Feed algorithm Recode

That might leave some skeptical about the future of Facebook for advertising.

While it’s unlikely that Facebook will abandon their advertisers altogether (they still earned $7.68 billion in ad sales in Q1 of 2017), it’s possible that new changes might affect paid ads at some point.

But even if paid ads go the way of the dodo, there are still plenty of ways you can use Facebook to market your business.

Here are 15 Facebook marketing strategies that will grow your business. And yes, they actually work.

1. Choose the right category for your business page

First thing’s first: You need a business page and not a personal profile.

But I’m going to assume you already know that. If not, here’s how to set one up.

 

I’ll go into more detail about why my page looks the way it does in the remaining tips.

But for now, take note of a few key features, including:

  • My profile picture
  • The “Sign Up” CTA
  • My sidebar tabs

Neil Patel Home2

These elements will all become important later on.

Before I get to all of that, however, I want to mention something important about the setup process.

You’re going to want to create your profile under a specific category. Facebook has six options:

facebook business categories 610x397

For the majority of people reading this, you will probably fall under the Local Business or Brand categories.

The category type matters because each category has different features.

Local businesses, for example, will have a section for a physical location listing, while an online brand will not. This will be important if you’re looking to raise brand awareness.

If you need help choosing the right type, here’s a breakdown of the different categories.

2. Get a vanity URL

There are many ways that you can optimize your page once you’ve set it up, but the first thing you’ll want to do is grab a vanity URL.

facebook vanity url 610x203

This will give you an easy-to-read page link that you can post in other places (see #14).

I just use my name for my vanity URL because it’s also my brand name:

Neil Patel Home3

When marketing is your goal, the reason I recommend using a vanity URL is that it’s good for SEO.

Your profile page is not only more searchable on Facebook when you use a vanity URL, but it’s also more searchable on Google.

Google will link it to your site’s keywords.

Besides that, it just looks more professional, which never hurts.

3. Optimize your photos

The next thing you want to do is get some high-quality photos up on your profile.

Facebook (and almost every social site) is highly visual.

I use my headshot. But if you’re a brand, you will most likely use your logo for your profile image.

You also want to choose the right cover photo.

I like what Quick Sprout does. They have a clear logo for their profile picture, and they include a CTA image as their cover photo:



QuickSprout Home

This gives them two CTAs to work with (the banner and the “Learn More” button).

Your cover photo doesn’t have to be a CTA, though. You can also use it show off your creative side.

Here’s an example from Makr that showcases their brand aesthetic and personality while also explaining what they do:

Makr Home

Use your photos as an opportunity to showcase your brand to your audience.

Tell them what you do. Tell them who you are. Have fun with it.

That’s honestly what marketing is all about anyway.

4. Choose your CTA button

There’s a little CTA button on every Facebook business page.

What it says will be up to you, so you have some options to play around with.

If you remember, mine says, “Sign Up.”

Neil Patel Home4

I use almost all of the CTAs on my website to grow my email list, so that’s why I chose that particular CTA on my Facebook page.

You can choose from a list of options, including:

  • Book Now
  • Contact Us
  • Use App
  • Play Game
  • Shop Now
  • Sign Up
  • Watch Video

You can link these to any number of things like a landing page on your website, a contact form, a video, or an opt-in page.

It all depends on your ultimate conversion goals.

Dollar Shave Club has a CTA that says “Sign Up” even though they’re selling a product because they’re a subscription service.

Dollar Shave Club Home

Their CTA leads to an introductory offer for their service.

Dollar Shave Club

This goes to show that there are no hard-and-fast rules for your CTA.

Just focus on what you think your Facebook visitors will be most likely to click.

5. Use custom Facebook tabs

Do you remember the little sidebar tabs on my profile that I mentioned?

They’re customizable.

This is important for a few reasons:

  • You can include any and all pertinent information about your brand.
  • You can use it as another way to include a CTA.
  • It helps answer questions that users might have before they “buy in.”

Take a look at this example from Moz’s Facebook page:

Moz About

They have separate tabs that include information about them, videos, posts, and a community page, which tell you even more about the company.

Their community page is actually pretty active.

Moz Community

But they also have an additional CTA in their tabs for a free trial offer.

Moz Home

This is in addition to the “Sign Up” CTA on the right-hand side just below the banner that invites the visitor to attend the conference.

In other words, there are multiple ways for users to interact with this page.

There are multiple ways for Facebook users to find their way back to Moz’s site.

It’s a good lesson for all marketers out there who want to increase engagement with their Facebook profiles and drive more traffic.

Create more than one CTA.

6. Follow the “70-20-10” rule

Once you’ve optimized your profile for engagement, it’s time to create content.

You don’t want to stick to just one type of content. This is your chance to test out different formats that your audience will love.

Start with some link-based or visual content like a business update:

Kissmetrics Home and CL NP 4 3 4 18

Consider which types of posts will get the most engagement.

If you’re having trouble finding a balance of content to post to your Facebook page, follow the 70-20-10 rule:

  • Post original content 70% of the time.
  • Post content relevant to your followers’ interests 20% of the time.
  • Post self-promotional content 10% of the time.

Keep it varied.

You might mix it up with questions, callouts, or observations about your industry.

Here’s an example from Target that practically begs for user interaction (in a good way):

Screen Shot 2013 06 05 at 5.08.11 PM

A good Facebook post strategy will include more than just blog post links.

If you want engagement, ask for it. Pose a question. Offer up a poll.

Or post something funny.

7. Clean up your posts

The Facebook news feed can be a crowded space.

The way you format your posts will either make them stand out or fade away into the background.

A social media post accompanied by a high-quality photo is ten times more likely to get engagement than a post that only has plain text.

26 Tips for Better Facebook Page Engagement Social Media Examiner

Keep your images sharp and easy to read (if there’s text).

If you’re sharing a link, you’ll also want to remove the link URL from your post copy.

pasted image 0 175

This will keep your post from looking cluttered. Plus, it will put the focus back where it belongs: on the image and the headline.

If you want to include a separate link other than the one that Facebook populates for you, then you can use a URL shortener like Bitly.

Your posts will look clean and readable, which also makes them shareable.

8. Share user-generated content

You can also share user-generated content instead of having to come up with your own.

This not only saves you time and energy, but it can also promote brand loyalty and help users feel included.

One of the easiest ways to do this is by having users share photos of interactions with your brand or product.



Buffer, for example, features photo albums from their followers from different meetups:

Buffer Photos

Whether you ask users to share photos with you or repost from their own pages, it’s a great way to improve engagement.

You can also share posts on your community page when a user mentions you.

Here’s an example from Evernote:

Evernote Community

This can help your followers feel included and recognized.

Everybody wants to feel known on social media, and they especially want their favorite brands to know them.

Allowing users to be a part of your page in a personal way can help improve the bond with your brand.

9. Post videos (especially live videos)

Another big way to boost engagement is with video content.

Facebook users watch over 100 million hours of video every day.

And the popularity of videos appears only to be growing. Between April and November of 2015, the number of video views per day doubled from 4 billion to 8 billion.

Facebook is also making changes to how their algorithm measures people’s interest with videos.

This means that videos will most likely appear first in some of your followers’ feeds.

HubSpot Home

If you’re going to invest in any one type of content this year, invest in video.

There are some important things to remember when you’re creating videos for Facebook, though.

First, 85% of Facebook users will end up watching videos with the sound off. This means that captioning your videos will be essential to engagement.

Captioned video ads can increase video view time by an average of 12%.

Second, 80% of users are annoyed when videos auto-play sound, so be sure that you’re setting up your videos correctly when you post.

If you’re not into producing video, take advantage of Facebook Live. It’s the live video streaming service that lets anyone broadcast videos from a mobile device.

Screen Shot 2016 11 08 at 4.14.17 PM1

While it’s still a relatively new addition (Facebook launched it in 2015), Facebook Live has seen some good results in terms of marketing engagement.

10. Use Facebook Page Insights to analyze content

Posting quality content is only part of the battle.

Another part is monitoring your metrics to find trends in engagement so that you know what content is succeeding.

The best tool for this job is Facebook’s internal analytics tool, Facebook Page Insights.

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This will provide you with a snapshot of the last seven days of your page’s performance, including:

  • Page likes — Measures the total and new likes for your page
  • Post reach — Measures the total number of unique views on your page and posts
  • Engagement — Measures the total number of unique people who engaged with your page and posts

You’ll also be able to access information about your page’s reach, including likes, comments, and shares.

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You can access your page’s Insights here. Or, you can click into the ‘Admin Panel’ on your page.

11. Test your timing (based on Facebook Insights)

Another thing you want to do is play around with the timing of your posts.

You can get that information from your Page Insights data.

It will show you when your followers are online, what types of posts do better during different times of the day, and which posts are the most engaging.

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This will give you insight into the optimal time to post for your Facebook followers.

If you want, you can conduct experiments to test out the best timing of your posts and track your metrics to see if your theories are right.

You might try to post different content (casual humor posts, etc.) at non-peak hours to see how it affects your engagement, too.

By monitoring your post timing, you’ll have a leg up on engagement for your page.

12. Use Audience Insights to analyze user behavior

Another analytics tool you’ll want to use is Facebook Audience Insights.

This is a little different than Page Insights in that it gives you information about your core audiences rather than pure engagement metrics. (HubSpot has a step-by-step guide to Audience Insights.)

choose an audience to start

You get demographics overviews like age and gender breakdowns, education levels, and job descriptions.

Or you might find valuable information about your followers’ hobbies and interests.

This can be extremely helpful when you’re determining what type of content to produce or what topics would most interest your audience.

It will also help you narrow down your Facebook Ads (see #13).

13. Promote your page with Facebook Ads

Organic posts aren’t the only way to engage users.

I know that Facebook’s algorithm changes might have you wary of using Facebook Ads.

Yes, the CPM increased in Q4 of 2017.

Facebook Ads CPM CPC CTR Benchmarks for Q4 2017 The AdStage Blog

Yes, the average Google AdWords CPM decreased in Q4 of 2017.

Google AdWords CPC Decreased 42 in Q4 2017 The AdStage Blog

But when you’re looking at the numbers, Facebook is still way cheaper than Google AdWords (12.75 vs. 78.47).

In terms of marketing value, Facebook Ads are still an inexpensive and effective marketing method.

When you combine paid ads with a solid organic posting strategy, they’ll still work.

FB Likes 13

If you’re new to the Facebook Ad process, be sure to brush up on how to set up ads for maximum conversions.

And don’t be afraid of the algorithm changes.

When you target the right audiences, your ads should still appear where and when you want them to.

14. Target specific audiences to boost ad reach

If you really want to ensure that your Facebook Ads are effective, learn how to narrow your audience.

According to WordStream, there are at least 11 specific audiences you can target.

facebook audience location

These range from location-based audiences to segmentation based on hobbies and interests (remember your data from Facebook Audience Insights?) and even life events.

Are you a wedding photographer? Target users who just got engaged in your area.

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There are hundreds or even thousands of ways you can tailor your ads to improve reach.

The key is to take the time to analyze your customer base and form buyer personas.

When you have an idea of what your audience already wants, your ads will perform better over time.

15. Promote your page outside of Facebook

If you want to improve engagement on your Facebook page, you need to find ways to bring traffic to it.

Yes, using promoted posts and paid ads can highlight your page to Facebook users who are browsing the platform.

But what about your users who don’t even know that you have a Facebook page?

Include a link to your Facebook page (and other social accounts) on your website.

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Add it to the bottom of your emails.

Put it in your other marketing materials.

Make your blog posts shareable on Facebook.

Are Snapchat Ads Worth Your Investment Here s How to Find Out

Include links on your business cards. After all, the point of a vanity URL is shareability.

You can also go a step further and give your audience a reason to become a Facebook follower.

Offer them exclusive deals, content, or promotions that get them excited about following you.

This gives them major incentive to actually engage with your brand on Facebook.

16. Partner with influencers

If you’re still struggling with Facebook engagement, partner with someone who already has it all figured out.

Influencer marketing can really impact your engagement if you do it right.

The trick is to find influencers who are already in your space and who want to work with you.

Try using a tool like BuzzSumo to help you find them. With their influencers and outreach feature, you can search for influencers using keywords relevant to your industry or business.

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Sadly, there’s no search feature that will help you find influencers directly on Facebook due to their advanced privacy settings.

But you can find influencers on other social sites like LinkedIn or Twitter and then search for them manually using Facebook’s search bar.

On LinkedIn, you can enter specific keywords within the search box to pull up second-degree connections and users who are directly related to your search.

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Twitter’s analytics tools will help you identify trending topics and hashtags related to your brand, which might also point you in the right direction.

Once you find an influencer you want to reach out to, spend some time cultivating that relationship.

It’s a slow-burn marketing method, but it does work.

You might be surprised by how much engagement you can create simply by asking others to help you out.

Conclusion

Despite the recent changes to Facebook’s advertising and algorithm, it can be a great marketing tool for most businesses.

The key to success is to focus on a combination of organic reach and paid ads. At the same time, take advantage of influencer marketing.

Having a multifaceted approach will improve your engagement over time.

The most important things to remember about posting on Facebook is that you need to optimize.

Optimize your Facebook business page, optimize your photos, optimize your links, and optimize your videos. Optimize everything.

Don’t just post for the sake of posting.

Make sure that the content that you produce on Facebook actually matters, and you’ll see results.

What are your favorite Facebook marketing strategies?