As Facebook establishes itself as an option to gain a piece of your advertising budget, you may find yourself wondering if can actually give you a solid ROI. Because it is a fairly new platform, some are still a bit skeptical about the realistic expectations they should have when they dump money into a Facebook ad.
iMediaConnection set out to investigate this matter and returned with an interesting case study about how Facebook advertising has worked for one specific company. Follow the link and watch the included video interviews with a car dealership’s marketing manager to hear about how they found success through Facebook advertising and parlay that into success with your own campaigns.
If your company has a Facebook app, and considering the increasing benefits you should strongly consider having one, it can now help to target your audience.
Brittany Darwell reports for Inside Facebook that the way users interact with your app can be used as a part of ‘Custom Audiences’, called App User IDs, to make a group to target. Users don’t even need to register through Facebook, or with an email or phone number.
Currently, App User IDs are only available for iOS developers, but the expansion to Android is expected soon.
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Facebook reportedly began gauging the interest of advertisers in video ad units about 6-months ago and now, as Ginny Marvin reports for Marketing Land, they appear ready to roll out video ads to newsfeeds by July.
The video ads are expected to be available for all platforms, desktop, tablet and smartphones, and at a lower CPM for broadcast television ads. However, detractors have already started wondering aloud how users will react to more ads in their newsfeed. Especially a concern about how autoplay videos will effect the site’s load times, especially for smartphone users.
Advertisers will certainly be clamoring for the ad space in the early going, but we’ll wait and see if it becomes a proven commodity.
If you haven’t launched a social media presence for your business or you’re getting frustrated trying to get your social media page off the ground, Miriam McNabb, a “social marketing professional” has some advice for you, as reported by Anne O’Connor at Nashoba Publishing.
First and foremost, there is very little sunk cost for social media marketing. So, you don’t need to worry that much about how to get started. It’s much more important that you simply start. Make a page on Facebook or Twitter and set aside some time to put out content. All you’ll be losing is some of your own time and effort.
Also, don’t feel guilty for bragging about your company’s achievements. Users like or follow you because they’re interested in your products or services, so tell them what you can do. If you donated something to a cause, be sure to let everyone know. If you have a special, sale or contest, get the word out and encourage your users to share with their friends.
Finally, establish yourself as an expert. I’ve talked about this particular bit of advice quite a bit and I understand it can be a little daunting. You may need to interact with users on more than just your own page, but finding questions pertaining to your business and answering them has a huge impact on how consumers view you. Twitter is an ideal forum for this, but you can accomplish it on Facebook too. So forget about your lack of expertise on social media and showcase your expertise in your field.
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Running a competitions through your Facebook page can be an effective way to build your audience and enhance brand recognition. But that’s only if you do it correctly. Neville Luff posted a list of concerns at Business2Community that you need to be aware of to make sure you get the most benefit out of your Facebook contest.
Have you read through Facebook’s terms and policies and page guidelines? Probably not, but not doing so could lead to Facebook shutting down your contest. For example, requiring a like or share to win is frowned upon. And you must use an app for your promotion.
Now, if you follow Facebook’s rules, your contest won’t be embarrassingly shut down, but will you get the most out of it. Be sure you promote it properly. Too many times, a business assumes simply having a contest will attract attention, but if you’re going to go to the effort of a giveaway, go the extra mile to make sure as many people know about it as possible. You need to have a plan in place to promote your contest, as well as on to actually execute it.
Finally, give away something relevant to your company. We all love Microsoft products, but are you really getting more customers because you gave away an Iphone? If your prize gives the winner access to your services, you are building your customer base and those who register will actually be users interested in what you do.
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There’s a legitimate concern when marketing your business through social media that you will overstep your bounds and actually turn off users while you’re trying to attract them. Remember, in today’s climate, people don’t trust and simply don’t like salesmen.
Rachel King reports this was a hot topic at SugarCon 2013 over at ZDnet. Mathew Sweezey, a so-called “marketing evangelist”, had some suggestions to keep you from becoming creepy in your sales pitch to consumers. They could be of value when diagnosing your current social media philosophy. Of note, Sweezey doesn’t believe in connecting with consumers through Facebook because he feels it is more of a private, personal community than Twitter or LinkedIn. There could be some debate on that point, but at the very least you should approach users differently on different social media platforms.
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Facebook has long struggled with how to monetize the site without alienating its users. Though there have been many outspoken critics at every new ad update, for the most part the number-one social networking platform has done an admirable job. There newest innovation, however, might rub the public the wrong way.
Julianne Pepitone reports for CNN that ‘Partner Categories’, Facebook’s newest feature for advertisers, allows users to be grouped based on purchases made both online and in a physical store. That’s right. If you hold a membership card at your local grocery store and purchase a larger than average supply of one item in particular, Facebook, and its advertisers are going to know about it.
As an advertiser, you’re probably pretty excited about this development. While you won’t be able to see specifically who you are showing ads to, you will be able to see how many people fall into each category and why they were placed there, meaning what buying habits they exhibited to fit in this particular group. In this way, you get a more focused audience and can only show ads to people likely to be interested in your product.
As a typical Facebook user, you may feel that your privacy is being infringed upon. Previously, advertisers could only group you based on the information your volunteered on your profile and your online activity.
So, is Facebook going to far with this new feature? Regardless of your opinion, I’m guessing ‘Partner Categories’ isn’t going anywhere and similar innovations will be popping up for advertisers on other platforms soon.
So you’ve got your page’s social media profile built. You have an audience in place and a message you want to get out. The question is: when is the best time to unleash that message?
There are a number of factors to consider in order to maximize not only the number of eyes on your message, but also the number of users who will interact with the message. Assuming that the message itself is worthy of ‘RT’ and ‘Likes’, you have to think about who it is you are trying to reach and what they will likely be doing when you are trying to reach them.
For most industries, your consumers will likely be at home when they are cruising through social media with time to click and interact with anything they find interesting. This means that sending out your message on weekends or evenings could get you the best results. However, the exception here would be if your key demographic is suburban housewives. If you’re trying to reach individuals who spend their day at home, then you’ll probably want to reach them before their families return to make their lives hectic.
You will probably notice that posting more gets your more interaction and probably builds your audience too. There is a limit though. Having a steady, consistent stream can paint you as a reliable, familiar source, but it’s easy to cross over into an annoying nuisance who users dread seeing in their news feed.
Be sure to take a moment to peruse the included infographic, courtesy of JCK, and think about when the best time to reach your audience would be.
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It’s been about six months since Pinterest introduced “business-specific accounts” and their “business support page”. Add that to recent projections that Pinterest, rather than Twitter, will soon be the clear number-2 social media market behind Facebook. These developments suggest that Pinterest is a viable option to gain exposure for your business and Tehmina Zaman writes about how to do so at Business2Community,
There are a number of helpful nuggets in the article. For example, did you know you can schedule pins? Also, what do you know about group boards? They’re a perfect ways to increase the size of your audience, create brand ambassadors and get your message repinned consistently.
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Everyone involved in SEO will tell you how drastically everything has changed this past year. They’ll emphasize how Penguin and Panda “changed everything” and they will be more than happy to talk about how dramatically linkbuilding strategies have been affected, but it seems like very few are talking about what these changes mean for SEO as a whole.
John Mihalik wrote about four strategic SEO trends that he sees as important for the rest of the year, but his predictions also work as a summary of where SEO is at right now. He misses a couple things that can’t be ignored like local SEO, but remembering these four trends Mihalik points out should be enough to give you a good idea of what SEO means for website owners today.
Quality is the New Standard – To be blunt, SEOs used to be able to take any site of almost any quality, and improve performance significantly with keyword stuffing, link buying, and all sorts of other borderline spammy tactics, but Google’s algorithm’s have advanced to unbelievable levels. With their complex set of metrics to evaluate sites by, Google can pretty confidently tell if a site is low quality, and there will be no way to bring a site out of the ether until the quality problem is solved.
Social is Important – Social signals are just now beginning to affect search results, but Google has made it more than clear they are implementing social signals into their algorithms and Facebook is working on improving their own search engine relying almost entirely on social data. Aside from questionable privacy practices, implementing social data into search makes sense. Interests, friend circles, location, and even internet habits can help search engines deliver results more tailored for individual people.
You Aren’t Mobile Friendly Yet? – At this point, any website without a responsive or mobile friendly version is beyond behind the times. More and more people are doing their searches on their phones and tablets. You can’t just throw together a low quality mobile portal either. Search engines look for the same quality signatures they do on desktop sites, and you won’t be getting any more traffic with a shoddy mobile page.
The Knowledge Graph – Google’s knowledge graph, or that box of information in the top-right corner of your screen when you search for a celebrity or prominent brand, has been slowly becoming more common on SERPs over the past year. Mihalik also believes it offers an opportunity for brands to optimize their web presence and gain a little added performance for direct searches.
I question to efficiency or importance of the last one. The knowledge graph information does allow searchers to easily find concise information, but for a brand to appear on a SERP, the user has to search directly for that brand. If there is another company somewhere with the same name as yours, you could use the knowledge graph to gain a foot up on them, but otherwise I don’t see the knowledge graph becoming a cornerstone of SEO. Every other trend mentioned is pretty much a certainty at this point, however.
