Posts in Social Media Optimization

How To Create Facebook Ads

 

Once you have gone through the process of making a Facebook page for your company or brand, you are going to want to create a Facebook advertisement to get more traffic to the page itself.
Luckily, Facebook has its own built-in ad making program, so sponsoring your Facebook page is nothing short of easy.
With Facebook Ads, two things that you can be sure to do with your customized advertisement is:

  • Find the perfect target audience for your company or brand
  • Connect and communicate better with people who are already viewing your website

Let’s take a closer look at what this means.

Finding The Right Audience

With Facebook Ads, there are three categories of audiences used to define viewers of your Facebook page:

  • Core Audiences
  • Custom Audiences
  • Lookalike Audiences

What is a Core Audience?
Simply put, a Core Audience is the body of people who are most likely to take in interest in your company or brand based upon attributes such as:

  • Age
  • Location
  • Gender
  • Interests
  • Behaviors

If you are looking to advertise a surf shop, you do not want to make an ad directed at people who live hundreds of miles from the beach. Using the Facebook Ad Manager, you can determine what the Core Audience for your situation is likely to be.

What about a Custom Audience?

The word “custom” in Custom Audience might be a little misleading here, but what it is basically referring to is the body of people that have already shown some form of interest in your company or brand. These are people that you cannot afford to skip over in the advertising process. For instance, say most of your internet traffic comes from your website or app usage. By taking the user data from those who have viewed your website previously, you can easily connect with these customers, so that they are likely to return in the future.
And Lookalike Audience?

This is sort of a marriage of both Custom and Core Audiences. It is an audience that is based on the types of people that have already viewed your Facebook page. If your brand is attracting a large number of women between the ages of eighteen to twenty-four, then it is likely that reaching out to other women of the same age range will peak some interests.

Creating An Ad

When you are ready to make your Facebook Ad, go ahead and go to www.facebook.com/ads/create
For this process, you’ll need to make a Facebook Ads account, but it is as easy as making a few clicks on a mouse.
Objectives The first thing asked of you upon making an advertisement on Facebook will be to choose a marketing objective. This boils down to a number of options including:

  • Brand Awareness (reaching out to those most likely to be naturally interested in your Facebook page)
  • Reach (getting your ad seen by as many people as possible)
  • Traffic (getting people to visit a site either on or off Facebook)
  • Engagement (getting more people involved in your brand)

There are other more specific objectives that range from catalog sales to video views.

Finding An Audience

Once you know what the objective for your ad is going to be, it is time to go ahead and pick the target audience that you spent so much time just learning about. The first thing that you’ll have to do with your audience search finds the right location. Your target location can be as broad as say the entire United States, or as meticulous as marking a specific town or city. You can also choose between people who live in a certain area, that have recently traveled through a certain area or are currently traveling in a certain area.

Next, you may choose from a specific age range, from as low as 13 to as high as 65+. You may even choose from different genders, languages, or search from any other keyword that may cross your mind. You are also given the option to exclude a certain keyword from your search if you choose.

Placements

You can choose whether or not you would like your advertisements released automatically, or in certain places or formats.
If you choose to edit your own placements, you can choose whether the app is available on Facebook, Instagram, mobile devices, certain operating systems, and other advanced options.

Budgeting Done Right

Finally, you’ll be able to decide how much you are willing to spend, per day, on the advertisement. If you are a starting business, and cannot afford to spend more than five dollars a day on running Facebook ads, then that is okay.
You may also choose a start and end date for your ad if it is based on a specific event, and there are plenty of advanced options for you to ensure you are not paying more than what you need to for the advertisement.

The Ad Itself
Making the advertisement does not require more work than you would expect. It can be done by simply uploading a picture or video, choosing the format of the ad, writing a description, and providing a link if you so wish.

Some Quick Tips About Ads

Advertising is a tricky business, so do not dive right into the Facebook ads creation page before looking into a few of these pointers.

  • Connect with your audience; it is not enough to show them an ad, you have to push them on the brand as a whole
  • Learn what you can remove from your advertisement; this will save money on your budget without adding the risk of losing viewers
  • Appeal to the emotions of your audience; make them feel something when they look at your ad
  • Create a strategy; DO NOT just make a bunch of different ads, hoping that some of them will work
  • Use text, but not too much text, because you do not want to overwhelm the reader with words

Starting Up Your Facebook Ads

Facebook Ads work virally, but rather than being spread in a random fashion, they are placed on Facebook members’ pages, based on their profile data – which can make them a powerful sales aid for marketers especially in this current decade, where mobile devices are now replacing personal computers at the rate of 4 – 1.

However, like any data system spread via the net, there are rules, restrictions and random factors that can greatly inhibit or enhance their success. In this Special Report, we will explore the ins – and outs – of Facebook Social Ads.
What this Report is Not…

It is not a complete guide to Facebook Ad Creation. Instead, it focuses more on the nuances you will not pick up from FACEBOOK’s easy “Advertising Creation”walk-through and drawbacks to watch out for.

How FACEBOOK Ads Work

Adrian enjoys and loves fishing, and publicly says so in his FACEBOOK profile. A successful Fishing Club wants to promote its weekend fishing site, so it purchases a FACEBOOK Ads. FACEBOOK uses Insight, a powerful demographics tool, to place the Ad via a feed on Adrian’s profile, after extracting the information, is passionate about all things fisherman and lives within a close geographical radius of the Fishing Club, so is a likely candidate to view the ads.

Since it’s his passion, Adrian always pays attention whenever there’s a picture of a fish in an ad – and he also notices the Fishing Club provides accommodation for those needs a stay in so he clicks the “Like This” button and views the Ads. FACEBOOK then finds more ads using this specialized search data – voluntarily provided by Adrian – to place other fishing activities in his Ad feed. (It also adds special needs-related ads, since this was one of the keywords the ad used.)

But there’s more: Adrian has 384 friends on FACEBOOK. 10 of these friends are also connected to his via fishing activities. They read that Adrian “likes” our Fishing Club and has become its FACEBOOK Fan. Trusting his judgment and recommendation, they click on the link. You can see instantly by this example that the combination of becoming a fan and having ads served by profile-targeted feed considerably increases your chances, as an Advertiser, of having your ads read by the right people.

Furthermore, assuming that a percentage of Adrian’s 10 fishing friends do read the geo- targeted1 Ad, 8 of them opted to stay in at the accommodation but all of them select “Like”. Even with this hypothetical example, you can instantly see the potential for our well-marketed fishing club to spread virally… all within a highly focused group more likely to buy. Before you know it, our fishing club has a real following.

Traffic Generation Methods Using LinkedIn

In February 2014, LinkedIn opened up its publishing platform to the public and rolled out access to everyone in English speaking countries early this year. It was later rolled out to everybody on the platform. Because of this, it increased LinkedIn’s capability of spreading invaluable content and in turn, generating valuable traffic. In regards to that, here are just a few methods and tricks you can use to utilize LinkedIn as a traffic generation asset to your brand or your business.

Publish some content on the platform

Especially if you don’t have another outlet (like a blog) to perpetuate your personal messaging, you may consider publishing a few long-form pieces on LinkedIn. A job seeker might demonstrate expertise or leadership with a few posts about their experience or philosophy. A salesperson might generate leads by writing about the effectiveness of their product or service to solve problems.

If you’re having trouble getting started, LinkedIn has some topical suggestions. My advice: most bloggers (myself included) have the opportunity to fail a lot before publishing better-received pieces. If you have time, get some feedback on your content, edit (or even table it) before publishing it to LinkedIn.

Because our professional reputations are important, anything intended to demonstrate competence ought to communicate what you want it to. This communicates a level of expertise. An elaboration of your professional point of view, which plays a crucial role in authority.

Be judicious with your updates

LinkedIn is not Facebook, Twitter or Pinterest. The posting behaviors that are commonplace on these networks are unusual on LinkedIn. I rarely will see personal updates on LinkedIn (and they look really out of place) – and oftentimes people who post excessively are painfully obvious in my LinkedIn feed. The folks at Buffer suggest that the ideal number of LinkedIn posts per month would be about 20, with the rule of thumb to post as often as your content dictates.

They say that each post will reach about 20 percent of your network, which is pretty extraordinary compared to other social networking sites. This communicates a higher level of professionalism all around. By not spamming your network, it makes them more receptive to you when you have something to communicate.

Pay For It (Via Advertising)

Content marketing platform NewsCred ran some tests with LinkedIn Sponsored Updates and found they were able to generate $17 for every $1 they spend. LinkedIn Sponsored Updates are used in tandem with the updates you are already posting from your company page. You can choose to “amplify” a post that you want to reach more people and you can target users based on all kinds of demographic data (job title, industry, education, location, etc.).

The issue with paying for traffic, of course, is that the visits stop when the money runs out. Paying for traffic on LinkedIn can earn you followers as well as traffic, however. Interestingly, NewsCred found that the cost per name (CPN) — i.e. the cost per lead generated — decreased over time. That means that their content reaches more people for less money.

It happens because the content reaches more people, which generates more followers, comments, and likes, which increases organic reach. Even more interesting, NewsCred reports that 60-65% of the leads were “medium-high
or high quality” compared to just 20-30% on Google Adwords. Baller. Okay, so you can get traffic, leads, more organic reach, and the cost decreases over time that’s a pretty sweet deal.

Be warned, however, that it’s very easy to waste money on paid acquisition if you don’t know what you’re doing. I’ve heard horror stories of forgotten campaigns that run for months before someone realizes the mistake. The paid acquisition also requires rigorous testing and re-testing. If you want to make $17 for every $1 you spend, you better be ready to earn it.

You’ve got to have great content, interesting updates and strong calls to action. Don’t start paying for amplification until you’ve got all of this squared away. That said, if you’re trying to reach a B2B market, LinkedIn Sponsored Ads area a solid way to expand your reach and drive traffic to your website. For a deeper dive on Sponsored Ads, check out LinkedIn’s e-book Driving Quality Leads with Content.

What is LinkedIn Advertising All About?

What is LinkedIn?

LinkedIn Advertising is a business-oriented website founded in the year 2002 in the United States that has been built on the basis of how social media platforms work. In fact, LinkedIn is considered to be an “employment social networking service,” as it is mainly used for professional networking.

The key aspect that makes LinkedIn different from other social networking services is how it helps professional individuals and businesses to match on a single platform. Here, social interactions are based on the mutual benefit obtained by both parties having access to the single biggest online database of career based resources.

Most of LinkedIn’s revenues come from selling access to its professional user database to headhunters, recruiters, sales professionals, and large corporations. This is because people “advertise” their skills and availability for work on the platform when they create a LinkedIn account and add their professional bios and work experience to it.

Currently, LinkedIn rightfully boasts about having more than 433 million registered users on their platform, with over 300 million active users and 106 million of those in the United States alone. LinkedIn’s popularity is due to how easy the platform makes it for employers to place their Job Postings and for job seekers to post their resumes and professional bios, which results in real-world professional connections.

LinkedIn users are scattered among 200 countries all over the world, and the main languages spoken by LinkedIn users are English, Spanish, Chinese, Arabic, French, Dutch, Russian and Japanese.

The main types of professional connections that can be made on LinkedIn include:

  • Job seeking users finding work at a given company through a job posting;
  • Employers finding potential candidates for jobs through a job post or through a resume search;
  • Users can follow different companies and watch for any opportunities for new job openings;
  • Users can “Bookmark” job postings for which they would like to apply at a later date;
  • Users can see who has visited their profiles and prepare for potential job offers

What are LinkedIn Ads?

LinkedIn Ads is a way to market on the LinkedIn platform to a highly targeted audience made up of professionals that already know what is that they are after. LinkedIn Ads are a great way to reach a global audience by promoting your particular brand of service right on a professional context that has been calibrated for business since day 1!

It is very probable that you had not heard about LinkedIn ads up until this point, and we don’t really blame you for that, because LinkedIn is most commonly known as a social media platform for professionals, and it is often overlooked when it comes to advertising because marketers and planners do not see it as a consumer-centric place.

To put it simply, marketers and planners tend to think of it as only a business to the business platform with a smaller audience compared to what can be found by marketing on Google or Facebook, but bear with us, because we are about to blow out some facts and numbers for you to consider:

  • While it has a smaller audience when compared to Google or Facebook, consider that it is still has a 300 million people audience, and over 100 million of those people are from the US alone.
  • The targeting options are pretty narrow thanks to how LinkedIn works. It is ideal when you are looking to target people by job title, type of employer, role in the company where they work, employment status, skills, and interests.
  • Professional bios contain much more up to date information than what can be found on a Facebook profile. Remember that this is a platform designed exclusively for professional networking.

What types of Ads Does LinkedIn Offer you?

Much like any other online advertising platform, LinkedIn offers you a wide variety of ad types to promote your brand or content. However, these types of ads are tailored to deliver career-related material that can be of use to your intended audience, to build your brand awareness and to get more leads within LinkedIn.

The LinkedIn’ Campaign Manager is a platform where you will be able to deliver highly relevant, targeted messages to unique audiences by using: text ads and sponsored content.

Text Ads: Text ads have been designed to drive action on high-quality leads within any budget. They are easy to create and deliver, and will allow you to stay on budget because you will be able to choose whether to pay for clicks or impressions!

Sponsored Content Ads: This type of ads will allow you to promote your content to the largest online professional network and deliver it on any desktop or mobile device. Sponsored content ads are great when you are looking to engage more people with your updates, whether by telling them about an upcoming event or by sharing a piece of written content with them. Besides Text Ads and Sponsored Contents Ads, LinkedIn offers you other Advertising products, such as Sponsored InMail Ads, Dynamic Ads, and Display Ads.

 Sponsored InMail ads: One of the best ways to reach the kind of people that matter the most to you and your business is by getting to them right in their mail inboxes. “InMail Ads” will deliver your content to your targeted audience in their LinkedIn mail inboxes.

Dynamic ads: Deliver creative content through responsive display ads in the LinkedIn platform on any device. Dynamic ads will allow you to personalize your message and creative copy, to target the audiences that matter and to measure your performance!

Display ads: Display ads will allow you to deliver display ad campaigns on desktop devices for optimal placement and outreach. High viewability and engagement are given when you start delivering display ads on LinkedIn!

Understand the Psychology of Sharing In Social Media Marketing

Something that’s useful to cultivate for your social media is to better understand the psychology of sharing. Why do people share? What makes a video go viral? The first thing to recognize here is that no-one can set out with the intention of creating a viral video and be guaranteed success. Some things increase your likelihood of a hit (such as keeping the video shortish and making it funny and/or shocking) but there’s a lot of luck involved and a certain ‘X Factor’ that can’t be quantified.

But by understanding why people share, you can greatly improve your odds. And this basically comes down to remembering the purpose of social media and why people sign up in the first place. First and foremost, people sign up on social media as a form of communication. This is a means of staying in touch with friends and expressing yourself and that means you are very likely to share content if it helps you to do either of those things.

That expression is one VERY big part of this. When we socialize in the real world, a lot of this involves thinking about the image we want to give off and how we want to project ourselves. That’s why we wear certain clothes, buy bling and workout. It’s also why we’re so keen to tell people all about ourselves! That narcissism is even more apparent on social media where most of what we post is about ourselves!

So if you create an online quiz, then you can understand why it is likely to be very successful with people sharing their results! Moreover though, if you create a blog post with a very clear identity that says something about your readers – then people will share that as a way to show that they identify with what you’ve said and this, in turn, allows them to express themselves in that way.

Make a blog post about vegetarianism and lots of vegetarians will share that content to show that that’s who they are and that that’s a part of them. Post about why it’s finally time that you got in the gym and people who feel the same will want to share it (remember how we said that people feel like sharing their goals is the first step in achieving them?). Post about the amusing aspects of working from home and if your readers associate with you, they’ll share it!

The other reason someone might share this content is to show they’re thinking of someone and to show that they understand them. Again, this is why it’s such a good idea to post with a very specific target audience in mind and not to try to cater to everyone! If you write a post about the health benefits of knitting, then you’ll find that people share it with their friends if they know that their friends like to knit. Try to trigger the ‘Ooh, John will like that!’ effect.

Make Great Quality Posts

All these only works though if you make your posts excellent quality. Your post title can be as on-point as you like but that will only take you so far if your content is poor. If your friend tagged you in a post and you read it only to find that it was poorly spelled and very dull, you’d likely just be annoyed at them!

So make sure that your content is excellent quality and that means not only in terms of the subject matter and offering value but also in terms of the way it is written and even the way it is presented. Great content is long, in-depth and filled with useful takeaways. It uses well-written, error-free copy and it is made to be engaging and instantly gripping. If you don’t have the writing skills to deliver on that, then you either need to cultivate them, or you need to hire someone who can do it for you.

Learn to Take Amazing Photos In Social Media Marketing

For posting social media marketing content to sites like Instagram, it can really pay to learn how to create great quality photos. That means you should be able to create photos that tell a story, sell a dream and make people instantly want to click on them and open them from the thumbnail alone.

A good starting tip is, of course, to invest in a better camera. This is going to instantly give you much better-looking shots and also create more options as you can take photos in lower light, or adjust things such as the focus so that you can blur out the background. All these things will help you to build a bigger audience while also creating a more professional look and feel for your social media accounts that will bring in more followers.

Some more tips:

  • Think about lighting – Rembrandt lighting is best which means that you’re lighting your subjects from the side rather than head on which creates ‘flat lighting’
  • Think about composition – Your images should have a sense of depth, which can be achieved by having elements in the foreground, middle ground, and background. Another tip is to have something that leads from the foreground to the background, such as a pavement or a road.
  • Tell a story – Don’t always make your subject obvious. Instead of taking a photo of a party, try photographing the aftermath of the party, or an empty glass with confetti around it. This tells the audience more and creates a much more artistic shot.

Automate

All this can be a lot of work and especially when you consider that you’re trying to get your content onto all those different social media accounts and keep up regular posting. It’s for these reasons that it can be a good idea to automate some of the processes by using tools like IFTTT (If This Then That at IFTTT.com) or Hootsuite (Hootsuite.com).

These allow you to schedule posts, or to post the same message to multiple different accounts at once rather than just the one. That means that you’ll never go a long period with no new posts on your sites – but it’s not an excuse not to ever engage with your visitors manually or to create your own content from scratch.

Cultivate True Fans

All of this should be practiced with a single end in mind: to create not just social media followers but true fans. Your aim is to make people passionate about your brand. Don’t think about quantity, think about quality.

In turn, you’ll get a higher quality of fan – people who appreciate the work you’re putting in, your original and unique content and your clear vision. And as the article of the same name says, all you really need is 1,000 true fans and you’ll find that your brand grows exponentially from there!