Which Social Network Is the Best Use of Your Advertising Dollars?

Marketing Trends Online Digital Concepts

THE FIRST PUBLISHED AD APPEARED IN THE BOSTON HERALD IN 1704. IT WAS A LISTING ADVERTISING A PIECE OF PROPERTY FOR SALE.

ADVERTSING EVOLVED FROM NEWSPAPERS TO PHONE BOOKS, TO DIRECT MAIL AND TO RADIO AND TELEVISION ADS.  ALONG CAME THE INTERNET AND THE INTRODUCTION OF BANNER ADS, SPAM E-MAIL, AND POP-UP ADS.

WHEN GOOGLE TOOK OVER, THINGS CALMED DOWN A BIT WITH THE ADVENT OF ADWORDS.  AND MORE RECENTLY, MUCH TO OUR CHAGRIN, ADVERTISING HAS BECOME AVAILABLE ON MANY OF THE SOCIAL MEDIA PLATFORMS.

IN THIS ARTICLE, I’M GOING TO PROVIDE AN OVERVIEW OF THE AD OPPORTUNITIES ON 6 OF THEMAJOR PLATFORMS: TWITTER, FACEBOOK, LINKEDIN, PINTEREST, YOUTUBE AND INSTAGRAM.

TWITTER

WITH OVER 300 MILLION ACTIVE USERS, TWITTER IS A GREAT PLATFORM TO CONSIDER WHEN ADVERTISING.

CAMPAIGN OBJECTIVES:

  • INCREASE ENGAGEMENT ON TWEETS – LIKES, RETWEETS, REPLIES
  • WEBSITE CLICKS OR CONVERSIONS
  • APP INSTALLS OR APP ENGAGEMENTS
  • VIDEO VIEWS
  • INCREASE FOLLOWERS
LEAD GENERATION

ON TWITTER, YOU CAN TARGET BASED ON LOCATION, GENDER, HASHTAGS, INTERESTS AND FOLLOWERS OF OTHER PEOPLE (PERHAPS A COMPETITOR OR AN INFLUENCER).  THE TYPES OF INTERESTS ARE NOT AS SPECIFIC AS THEY MIGHT BE.

COST OF ADS – $0.75 – $2.00 PER CLICK OR NEW FOLLOWER

FACEBOOK

LAST YEAR, IN JUST THE THIRD QUARTER ALONE, FACEBOOK MOBILE ADVERTISING BROUGHT IN OVER 3.4 BILLION IN REVENUE. FACEBOOK ADVERTISING IS HUGE.

CAMPAIGN OBJECTIVES:

ON FACEBOOK:

  • GROW PAGE LIKES
  • GET RESPONSES TO A FACEBOOK EVENT
  • WATCH A VIDEO
  • INSTALL AN APP
  • CLAIM AN OFFER
  • LEAD GENERATION (MOBILE PLACEMENT ONLY)

    OFF FACEBOOK:

  • SEND PEOPLE TO YOUR WEBSITE
  • SEND PEOPLE TO YOUR WEBSITE (WITH SOME EXTRA CONVERSION MEASUREMENTS)

    COST: $0.15 – $2.00 DEPENDING UPON CAMPAIGN

LINKEDIN

LINKEDIN ADVERTSING IS MORE EXPENSIVE BUT PRODUCES MORE QUALIFIED LEADS.

OPTIONS:

  • CREATE AN AD
  • SPONSORED CONTENT – ONLY AVAILABLE FROM COMPANY PAGES
YOU CAN TARGET BASED ON JOB TITLE, NICHE GROUPS, DEMOGRAPHICS AND LOCATION.
COST: $2.00 – $8.00 PER CLICK

PINTEREST

PINTEREST ADVERTISING IS ONLY AVAILABLE TO THOSE WITH A BUSINESS ACCOUNT. IT’S EASY TO CONVERT A PERSONAL ACCOUNT TO A BUSINESS ACCOUNT, SO IF YOU’RE INTERESTED IN ADVERTISING, YOU MAY WANT TO DO THAT.
CAMPAIGN OBJECTIVES:  
  • IMPRESSIONS
  • ENGAGEMENT – LIKES, COMMENTS, REPINS
  • CONVERSIONS – MUST ADD A SNIPPET OF CODE TO YOUR WEBSITE
YOU ARE ABLE TO TARGET BY KEYWORDS AND DEMOGRAPHICS.
COST: $0.25 – $1.00 OR MORE PER CLICK.
*VIDEO ADVERTISING IS COMING SOON.

YOU TUBE

YOU TUBE HAS OVER A BILLION MONTHLY ACTIVE USERS AND IS OWNED BY GOOGLE SO IT’S DEFINITELY A GOOD OPTION WHEN CONSIDERING ADVERTSING.
OPTIONS:
  • IN STREAM – PLAYS BEFORE OR DURING A VIDEO. VIEWERS CAN SKIP THE VIDEO AFTER 5 SECONDS. YOU PAY ONLY IF 30 SECONDS OF YOUR VIDEO WERE WATCHED.
  • IN SLATE – VIEWERS ARE OFFERED A CHOICE OF ADS TO WATCH. IF YOURS IS SELECTED, YOU’RE CHARGED. THESE APPEAR IN VIDEOS THAT ARE LONGER THAN 10 MINUTES.
  • IN SEARCH – THESES VIDEOS SHOW UP AT THE TOP RIGHT CORNER OF THE SCREEN WITH SUGGESTED VIDEOS. YOU PAY WHEN VIEWERS WATCH.
  • IN DISPLAY – THESE VIDEOS ARE EMBEDDED CONTENT ON OTHER SITES. YOU PAY WHEN THE AD IS WATCHED. 
THESE ADS ARE SLIGHTLY MORE COMPLEX TO SET UP. YOU CAN TARGET BY INTEREST, DEMOGRAPHICS AND KEYWORDS. 
COST: $0.05 – $2.00

INSTAGRAM

INSTAGRAM IS THE NEWEST OF THELARGER PLATFORMS TO OFFER ADVERTISING TO THE PUBLIC AND IS MANAGED THROUGH THE FACEBOOK ADS MANAGER.
THEY ARE DISPLAYED IN THE USER’S INSTAGRAM FEED AND ARE THE ONLY POSTS THAT HAVE A CLICKABLE LINK WITHIN THE POST. 
CAMPAIGN OPTIONS:
  • LINK TO WEBSITE OR PAGE
  • INSTALL OR ENGAGE WITH AN APP
  • LEARN MORE
TARGETING IS SIMILAR TO FACEBOOK AD TARGETING.

You are able to advertise on Instagram without an Instagram account. You must have a Facebook page though.  If you don’t have an account, you will be able to see the comments and likes, but you will not be able to interact with the people who leave those comments.

*DO NOT INCLUDE INSTAGRAM AS AN OPTION WHEN SETTING UP A FACEBOOK AD. INSTAGRAM ADS SHOULD BE DONE SEPARATELY. THE IMAGE SIZE IS DIFFERENT AND THE COST PER CLICK WILL BE MORE EXPENSIVE WHEN COMBINED WITH A FACEBOOK AD.

WHICH SITE IS BEST TO USE?  ASK YOURSELF THESE QUESTIONS:

  • IS MY TARGET AUDIENCE THERE?
  • DO I HAVE A PRESENCE THERE?
  • IS THE PLATFORM IN MY BUDGET?
  • DO I HAVE A STRATEGY FOR LEAD GENERATION VIA THAT PLATFORM?
HAVE YOU TRIED ADVERTISING ON ANY OF THE SOCIAL PLATFORMS?  WHAT HAS BEEN YOUR EXPERIENCE?  IF YOU HAVE ANY TIPS, I’D LOVE TO HEAR THEM.  COMMENT BELOW.

Website Audience Retargeting on Facebook – What You Need To Know

website audience retargeting graphic

 

We have grown to accept that Facebook is a pay-to-play space but many of us are still struggling with how to play AND how to decrease the amount that we need to pay in order to play.  I was SO excited to learn about website audience retargeting and how it could be used super effectively by anyone who has a website. Suddenly here is a tool that I could sink my teeth into.

If you have not heard of website audience retargeting on Facebook, I’m not surprised.  Not many businesses are using it yet although some big brands are (Target, Pepsi, Toyota, Gucci, MTV, Petco, Lexus and more). Those who are not using it are may be leaving money on the table. Studies have shown that only 2% of those who visit your website will become a customer. From the very recent One Fest, Jeff Bullas tweeted out that $4 trillion in sales is abandoned every year in online shopping carts! 63% is recoverable.  Website audience retargeting could aid in that recovery.

So what is website audience retargeting anyway? 

It’s a way to create highly relevant Facebook ads that are directed only to those people who have visited your website and expressed an interest in what you have to offer.

So, for instance, a person visits your website, checks out a certain page or product on a page and then leaves your website and at some point logs into Facebook (which is highly likely). You are then able to place an ad directly in front of them that relates to their behavior on your website!  You are able to track their behavior by placing a pixel on your website and creating website audience buckets.

Why is this important? 

Let’s say that Susie visits your website, notices your newest program on Raw Food Preparation. She checks out the sales page, clicks on purchase and for whatever reason, does not complete the purchase. Perhaps the doorbell rang, or one of the children needed her… or whatever.  The shopping cart is abandoned and you don’t get the sale.

With website audience retargeting, you now have a second chance.  You can create an ad that will be shown to Susie when she gets on Facebook. It might be a testimonial in praise of your new program or even a coupon code for a discount.

Another example: Jacob visits a website that sells used cars. While scrolling around he sees a white Toyota Prius and clicks on it. When Jacob returns to Facebook, the exact Toyota Prius can be placed in front of him on a Facebook ad.  You’ve seen this yourself from the big brands but now this is available to those of us with much smaller budgets.

With one client, a budget of $3.65 was used to target just 60 people and brought in over a thousand dollars in revenue. That is revenue that would have been lost without website audience retargeting.

 

Why Facebook?

  • Only 19.4% of Americans are unable to access their Facebook account at work
  • The average user spends 21 minutes per day on Facebook
  • There are 1.39 billion active monthly users
  • Facebook just introduced friend-to-friend payments (buying within Facebook will happen)
  • Facebook has the largest psychometric data base on the planet

Other ways that you can use the Facebook pixel and website audience retargeting:

1. a person who visits your website but does not sign up for your newsletter

2. a person who purchases a product who might enjoy a partner product

3.  a person who once visited your website but has not returned in some time

4.  to gather information in order to create a look-alike audience of your website visitors

5.  to obtain audience insights: psychographic and demographic data such as male vs female, age, income, etc.

“Retargeting can dramatically reduce your overall advertising costs and make every ad dollar 3 to 5 times more effective!”  ~ Jesse Jameson

Even if you don’t plan to use Facebook advertising right now, you’ll want to add the Facebook pixel to your website and create some audience buckets so that data from your website can be collected.  Then when you ARE ready to set up some ads, you’ll have a large enough audience in your bucket to work with.

If you need help with adding the pixel to your website or setting up your buckets or running your ads, contact us for a quote. We’d be happy to help.

Image credit: Used with permission of Jesse Jameson

 

The Top 7 Mistakes Direct Marketers Make When Hosting a Facebook Party

Young women in pajamas looking at laptop at home.For many direct sales marketers (think Scentsy, Origami Owl, Younique, Jamberry, Facebook parties have become an excellent alternative to in-home parties.  Attendees can party without the need to leave their home, pay for a babysitter or even get dressed to go out.  Party in your PJs has become the direct marketers battle cry!

Of course, some marketers have much more success than others and others are left to wonder why.  If you’re not having as great a success at your online parties, perhaps you are making one (or more) of these 7 mistakes. 

1. Making the event public.

Making the event public is just overwhelming for everyone.  Choose to either create a private event and send a limited number of invitations or create or a closed, secret group and add your party guests to the group.  I’m seeing many more direct marketers creating closed secret groups instead of events and having participated in a couple of them, I find them to be more effective.

 If you choose to create a closed secret group, immediately inform the attendees that they have the option to leave the group (and that there will be no hard feelings on the part of the hostess or rep) and how to do it.  Also advise them that they can turn off notifications if they’d rather not be notified of every post.  Provide directions on how to do that, as well.

Brande Belanger of Younique states “I find that the participation in events has been less than ideal for me. I think primarily because invitees need to RSVP. Plus, as new products roll out or if there are some really cool things I’d love to show (off), I can pop back in the group at any time and post an update. And, by setting the groups to Closed or Secret, participants aren’t sharing their FB activities to the world.”

2. Not coaching your hostess.

Your hostess needs to know what is expected of her.  Because she’s not in this business herself, she may not know the ins and outs of Facebook parties or of direct sales marketing itself.  Advise her to give you a list of at least 25-30 people (the more the merrier) and show her how to get them excited during the event. 

Also remember to coach the potential customer, as well. Let them know what to expect as far as length of party, what will be happening during the party, where to go to ask questions, etc.

3.  Following the outline of your home shows.

Of course, Facebook parties are not the same as home parties.  

Jamberry independent consultant, Rebecca Cantu notes that “the main difference I see between a Facebook party and a home party is the amount of time you have to cover all the desired content.

At a home party you focus mainly on the product and getting to know your audience. You have to do this in a short time so live demonstrations, one or two quick games and a drawing is usually all you can fit in.

With a Facebook party, you need to cover the same content, but it is spread out over a longer period of time (if you’re doing a longer event), so you have to build and keep interest. This usually involves a lot more creative ways, like games, to introduce your product as well as get to know your audience.”

4.  Making the event too long.

There seems to be a discrepancy among direct marketing experts on this one.  Some say that the event should be on one night and not last longer than an hour so as not to take up everyone’s time.  Some say that they have better success with an event that lasts up to a week.  Experiment between the two to find out what works best for you.  I can only speak as an attendee but I don’t want to be stuck in front of Facebook for an hour. I’d rather have the information dripped to me at a slower pace.

5. Linking to your online site too soon.

If you’re holding an event with a specific start and stop time, don’t link to your website too soon, ESPECIALLY if you sell a lot of different product.  Your potential purchaser might leave the party, begin clicking and never return.  And then she may forget why she went there in the first place! It’s best to link to your website at the very end of your event. 

6. Not using images.

Images convert at a much higher rate than plain text.  Try to use an image each and every time you post.  PicMonkey and Canva are great sites to use to create images.  Apps such as WordSwag, PicCollage and Rhonna Designs are also fantastic.  If you’re not good at image creation, Fiverr is a good place to find someone who is.

Do be careful that you are using your images legally.  If not, you could be sued.  (Attribution does not necessarily mean legal.) Check out this article for more information.

7.  Being too salesy

We’ve all seen the over-zealous and apparently ill-informed direct sales marketers who post a photo of an item and say something like “check out this fabulous necklace combo. It’s one of our best sellers! Book your party now and it could be yours!”.   No one wants to hear that.

A better option: “Check out this fabulous necklace combo.  I’m sporting this at the opening day Angels game.”  And that’s it!  Nothing else need be said.

Bonus: Bugging your potential customers using the private message feature.

When hosting an event, you have the ability to reach out to your attendees with a private message. Use this feature for important “requested” information. DO NOT PRIVATE MESSAGE YOUR POTENTIAL CUSTOMERS AND ASK THEM TO CHOOSE NUMBERS FOR THE BINGO GAME OR ASKING IF THEY’RE GOING TO PLACE AN ORDER!    JUST DON’T.

Do let me know if these tips have helped at all.  And if you have further questions about how to set up Facebook events or Facebook groups, feel free to ask.

Photo credit: DepositPhotos/vadimphoto1

 

 

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Facebook Bans “Like-Gating”: Here’s Why This Is a Good Thing

abstract grunge texture with title of article written on it.Buried at the bottom  of Facebook’s recent updates for their API and SDKs (and unnoticed by many for a period of time) was the notice that Facebook would no longer be allowing “Like-Gating” (also known as “Fan-gating”)

“Like-gating” is when a “like” is required in order to get to certain information on a Facebook page. That could be in the form of a contest or just certain content.

Per Facebook:

“You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page.”

Apps refers to 3rd party apps such as Heyo, ShortStack and many others. Often these apps are used to run contests and gather “likes”. Frequently, you’ll see something such as “First “like” my page to enter and then… ”   

This was never a good idea anyway, because the prizes didn’t always correspond to the content that the page was offering or intended to offer in the future. There were many folks who just liked a page in order to be eligible to win a prize such as an iPad Mini and had no interest in the content being offered. These folks would never be the target audience of the ideal client of the page owner, so essentially they were worthless “likes”.

Facebook gets that and stated “To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.”

This makes complete sense to me. But not all marketers are happy.  Many marketers feel that large amounts of “likes” are imperative to their business.  Having large amounts of “likes” is beneficial IF you have the engagement to go with them. If you simply have “likes” and a small engagement rate, it can even be detrimental to your business.

According to Jon Loomer, “the negative impact of like-gating goes far beyond your number of “likes”. Facebook tells us that the average user would see 1500 stories on any given day.. and their algorithm brings it down to a more manageable number.” Like-gating confuses the algorithm because it doesn’t doesn’t know which persons are really interested in the content being distributed. This eventually has a negative impact on all of us with business pages.

It looks as though 3rd party apps knew this was coming because they are making changes to their platforms. ShortStack has designed a campaign that allows marketers to collect actionable and valuable data such as email addresses and customer feedback without having to receive a page like.

You can still ask people to “like” your page but concentrating on actions and engagement rather than the number of “likes” will be much more beneficial for everyone in the long run.

*Current apps will be allowed to run until November 5th.  Like-gating won’t work for any new apps created from this day forward.

What’s your opinion? Yay or Nay?

Facebook Business Page Changes Announced

image of a mobile phone with Facebook word on itFacebook has announced some major changes for your business or fan page.

1. There will be a single column on the right side of the page for the news feed.
This will be good because the page will be less cluttered and easier for engagement. 

2. On the left side will be your consolidated business information (hours of operation, phone number, map, website URL, etc.).
If you don’t have that information filled out, you may want to concentrate on completing that in the next couple of days.

3. Easier access to administration tools.
You’ll be able to view the ads you’re running, new likes, and notifications from anywhere on the page.  The “This Week” section will provide more details.  There is also a new navigation bar across the top of the page that will make it easy to access your activity, insights, and settings. The “Build Audience” tab (also at the top) allows you direct access to your ads.

example of business page 

4. All page admins will be able to access the “Pages to Watch” feature.
This is good if you want to keep up with your competition because you can add a list of pages to watch in order to see how your page is doing compared to theirs. Note: it’s unclear if the pages you watch will know that you’re watching them. Some are saying yes; some are saying that they’ll just know that “someone” is watching.

5. You’ll notice that the tabs (are gone.
This may upset a few people but it’s really not that big a deal.  First of all, pages are getting much less engagement  at this moment and secondly because more and more people are accessing Facebook via their mobile devices and the tabs weren’t seen on mobile anyway.   Tabs will be seen under the “more” button and will still be able to utilize 3rd party applications.

6. Just like on the update for your personal page, there will be an emphasis on images and on images with links.
So be sure to concentrate on making your content more visual. And as always, provide value.

7. Of course, we already know that Facebook is becoming more “pay to play” which is fine; they’re a business. Focus on targeted promotions and get creative. And be sure to optimize  all of your promotions for mobile viewing.

I’m pleased with the new changes.  What’s your opinion?

Image: Deposit Photos

You’re most welcome to use this article on your website, blog or in your e-zine if you include this entire blurb, without modification: If you liked this article by Shelley Webb, you’ll want to hop on over to www.OnTheWebbSocialMedia.com where you can find more articles, resources and social media strategies.  Shelley teaches entrepreneurs and small business owners how to bring their business into the on-line conversation.

Give Them Something to Talk About

a man and woman sharing secretsYou know that you’re supposed to be posting on social media at least a few times a day but have you ever stared blankly at your Twitter screen wondering what to write? Do you sigh in frustration about what to put on your Facebook business page? And then there’s Google+! 

Here are some different types of content that you can use to help create engagement. 

1. Motivational Quotes

Motivational quotes are always popular and studies have shown that quotes receive 22% more interaction on Twitter when compared to other post types. If you add them to an image, they will get even more engagement because Tweets with image links get 2X more engagement than those without and images on Facebook and Google+ work very well for engagement. 

2. Blog Posts or newsletter links

You’ll want to share links to your blog posts and once your newsletter has been in the hands of your subscribers, you may want to share the link to it, as well.  Many people choose to post their blog links automatically but I think it’s always best to preface the link with a hint of what it’s about and perhaps a call to action.

3.  Humor

We all need humor in our lives and we love to share things that might brighten other people’s days which is why humor works so well, especially on Facebook and Google+.  “Someecards” are popular, although sometimes difficult to find ones that can be shared in mixed audiences, if you know  what I mean.  I think we’re done with cat memes (thank goodness) but you can find other humorous items by creating interest lists on Facebook of pages where cute and funny content can be found. Remember that when sharing, it is proper etiquette to share directly, not by “saving an image” and resharing.  Also pay attention to whose content you are sharing. Some page names will do nothing for your reputation (you probably don’t want to be known for sharing “Boo F+ckem Hoo’s” humor).

4.  Company News

Sharing items about your company will help your fans and followers get to know you better and feel more connected with you.  If you have a brick and mortar business, share photos of your employees or business partners and customers or clients.  Or share your favorite new piece of office equipment and explain why you’re excited about it. If you create products, show part of the design process. If you’re holding a charity event or flying your team flag for the big game, share that too!

5.  Social Media Connection Information 

Cross promote your social media connections. For instance, share your instagram handle on Twitter, Facebook and Linked in; share your Twitter info on your Facebook page, etc.

Also share the link to your opt-in page at least once a day on Twitter and at least once a week or more on Facebook, Linked in, and Google+..

6.  Promotions

If you (or someone for whom you’re an affiliate) have a promotion going, by all means share that.

7.  Share you personality

Don’t forget to infuse some of your personality into your postings… yes, even on your business page.  For example, share your love of organic gardening, your pet’s antics, your favorite food (yes, it does matter what you had for lunch, because it’s human nature to be thinking of food), or the fact that it takes you 2 hours on Monday before you can focus (many of us can identify with that).

8. Ask questions

People enjoy answering questions and being helpful.  Ask questions that are easy to answer and that require more than a yes or no answer.  For some ideas, check out Post Planner.

There you have it. – several different categories of content to share.

Think of this list as a content sharing planner and try to choose one of each category each day.  Experts now say that is necessary to post on Facebook 6 times per day.  Although some argue against posting this often, studies have shown that because of the new algorithm, only one out of every 6 posts will be seen by any one person. Posting more often has shown increased engagement.

Certainly you used one or more of these.  What have you had the most success with?