9 Ideas You Haven't Thought of for Your 2018 Marketing Strategy

9 Ideas You Haven’t Thought of for Your 2018 Marketing Strategy

It’s a new year and by now you should have completed your 2018 marketing strategy. If you’re ducking down in your chair because you haven’t, it’s okay, it’s not too late. If you have, great!

 

The marketing world is ever-evolving. Ten years ago, social was not a major component of the marketing plan and Facebook ads were not even an option. As the world changes, so does how we reach our customers. We are more mobile, more wired, in the technology-sense. When was the last time you went 24 hours without your smartphone? I honestly cannot remember myself.

 

Last year, social advertising took over, as did video. This year, those two will continue to dominate, but there are other creative ways to reach your customers – and stay in touch in with them as well. I’ve read article after article about the predictions and trends for 2018 and guys, what it comes down to is that businesses are going to have to get more creative – and more out of the box – as our digital world evolves. Before you throw your papers in the air and scream “it’s too much!”, it’s not. It’s not that hard. Really. I’ve put together nine ideas you probably have not thought of to incorporate into your strategy this year.

 

Install a chatbot to help with your Facebook page.

Facebook Messenger Chatbots are relatively easy to program and can help you respond to your messages while you are away or helping a customer. Facebook reported late last year they now see 100,000 monthly active bots on Messenger! These can help provide instant connections with customers, solving problems and helping with orders. It also alleviates the problem of the customer having to wait for a response when most expect a response within an hour.

 

Give LinkedIn another chance.

This is one I saw everywhere. The networking platform has undergone many changes since being bought by Microsoft. Included is an updated newsfeed and user interface. There’s not a lot of competition on the platform right now, and a weak algorithm, so it’s a perfect storm of opportunity. Plus there is a mindset change across professionals. They are tired of the nonsense in their other social feeds, so many are going back to LinkedIn.

 

Personalize the experience.

Personalization is something you will not stop hearing about. From emails to VIP exclusives, give your customers and clients a unique experience when shopping or working with you. 56% would rather buy from someone that recognizes them by name, and 58% from someone who offers recommendations based on past purchases. In the retail world, this is the big push as a lot of brick-and-mortar business is being lost to online stores. However, if you do this, make sure your personalization is genuine. Read more on that here.

 

Tell your story.

Customers and clients come to you for a reason – it could be for your work, a price-point, or something they saw. Let them get to know you by telling your story through your branding and marketing strategies. It’s what makes up the core of who your business is. Use your story throughout your marketing – social posts, blog posts, ads.

 

Have a plan for dark social.

If you haven’t heard of dark social, here’s what you need to know – it’s the conversations happening in private (think Facebook Messenger, SnapChat, Instagram DMs, WhatsApp, etc.). There is another world out there that you can’t reach entirely. Facebook is slowly rolling out Messenger Ads which will help, but make sure you know how to be a part of those conversations. My friend and mentor Mark Schaefer touched on this in his digital trends for 2018 post. The graph below that he shared showed how more people are going ‘dark’ –

Go with the group – Facebook Groups.

I’m not going to sugar-coat it. Facebook organic reach is down and it’s not going to come back up. You are going to have to run ads. You are going to have to get creative. You do still need your page though! Fortunately, Facebook now allows you to create groups through your Page – and here is where the potential starts. You can create a group for insider perks or for just general discussion. The engagement in these are much higher – but they do require more moderation and attention so make sure you have someone reliable manning them!

 

facebook group marketing strategy

 

Use text messages in your marketing.

One of the key reasons why SMS (text) marketing is so popular is the fact it is such an accessible and widespread way of contacting people. 98% of text messages are read within two minutes and more than 1 in 10 text exchanges in the U.S. are with businesses. This is an avenue that not a lot of businesses are using – and something you may want to consider! Here are two examples from businesses that I receive texts from below:

 

text marketing strategy

 

Survey your customers.

Always check in with your customers to see if there are areas you can improve, enhance, or even add! Your customers will (hopefully) give you honest feedback. Entice them for this information with a reward for a higher chance of engagement. Just be careful of Facebook’s updated Engagement Rules if you use a post on Facebook to do this.

 

Go LIVE!

Take advantage of the growth of video and go LIVE! Host a Q&A, broadcast from events, give a sneak peek of an upcoming product, or just take people behind the scenes of the business. Businesses are jumping on this – and 2017 saw a huge growth in this area so there are a lot of ideas out there! This is something that can be done on Facebook, Instagram, or Twitter.

 

 

See? Any of these nine can be done no matter your level of marketing expertise 😉

 

No matter what you decide to do this year, challenge yourself to be creative and go outside the box. Forget about the competition and just do you. Focus on your customers and provide the absolute best you can! And if you need help, we’re here anytime!

 

Which of these nine are you going to try?

The Problem with Oversharing on Social Media

The Problem with Oversharing on Social Media

We all know ‘those’ people. They may be in our family. They may be in our circle of friends. They may even be some of your employees.

 

I’m talking about the ones who overshare on social media. You know, give you the minute-by-minute detail of their lives and those who post endless selfies.

 

Social media is a place to engage with each other and have fun – share memories, share good times and bad, share experiences. NOT share everything short of when you use the restroom.

 

Oversharing on social media has become a problem. People are using platforms as their online diaries, broadcasting their personal grievances and details of their children’s lives for the entire world to see. I am going to drop some truth on you right now. The world does not care what your Elf on the Shelf did every night. The world does not care what your kids got for Christmas or their birthday (aside from maybe your family). The world honestly does not care about every detail of your life. Harsh? Yes, but those most vested in your life and that do care will do so offline.

 

What happened to personal space and privacy?

 

Psychology Today addressed six reasons people overshare on social media a few years ago, however the reasons still remain the same today –

  • Anonymity – Some people can hide behind usernames and not use their real names.
  • Invisibility – “It can be easier to say things from behind a keyboard when the other person (or people) aren’t looking at the poster.”
  • Delayed Communication – You don’t have to deal with comments and messages immediately.
  • Filling in the other person – There’s no body language to read.
  • It’s not real – Much like the first two, people drop their inhibitions and become someone else.
  • Lack of authority – People may disassociate someone’s offline identity with their online identity, causing them to blurt out something they would never in real life, say, in front of an authority figure.

 

In another article, the Huffington Post looked at three other reasons people overshare, and these seem to be more in-line with what we actually see –

  • Boredom – People are bored so they feel the need to post to fill up their time.
  • Egocentricity – People think they are the center of the universe and the universe cares about what they are doing.
  • Low Self-Esteem – People are seeking attention and validation.

 

Facebook has provided a solution to those of us who are tired of these types of posts taking up space in our newsfeed. You can now snooze people for 30 days or unfollow them – all while keeping the Facebook friendship in place. The offending party will have no idea you are no longer seeing their posts.

 

People unfollow businesses for posting too much, so what happens if the oversharer is a business owner? This is where the territory gets tricky.

 

I have often written on this blog about you being an extension of your brand/company, no matter if you are the owner or an employee, and everything you do online reflects back on that brand/company. If you are oversharing every sordid detail of your life, and you own a business, how do you think that may affect your business?

 

Very rarely does oversharing positively affect your business. More often than not, it will harm it.

 

So there has to be a balance, right? It’s called common sense.

 

You cannot be too careful in this day and age, especially when it comes to children. Being married to a prosecuting attorney I could write an entire post on why you should not post about your children online (and yes, he does get mad when I post anything that just might give details away about our daughters).  

 

Post personal highlights, not the details.

 

It’s okay if you do not post every day. People are not going to forget about you.

 

If you have something sensitive going on in your family, don’t post about it. Not everyone in your family wants it out there online – trust me on this one.

 

If you are only posting for attention and validation – DO NOT POST IT. This is the root of the majority of social media posts – people wanting attention and people seeking validation because they are missing something in their lives. What’s missing? I can’t say – only they know.

 

We all know oversharers – you may even be one and not know it (most do not realize it). Everyone needs to think before they post, whether they post once a month or once a day.

 

What advice would you give to someone who is constantly oversharing?

The ME Marketing Content You Loved in 2017

It’s that time of year again – time to look back at the content published on this site that you kept coming back to!

 

I personally appreciate everyone who takes time to read the content we publish and share it across social media. We are here to help you, the business owner, and make your marketing a bit easier.

That being said, let’s take a look at the 10 top posts published in 2017…

 

#10 – Using Your Millennial Target Audience as the Face for Your Company

Using Your Millennial Target Audience as the Face for Your Company

In this post by one of our former interns Drennen Saunders, she shares with us some tips when using millennials as the face of your company or brand.

 

Read it here: https://memarketingservices.com/millennial-target-audience/

 

#9: Facebook Marketing 101: Where Do You Begin?

Facebook Marketing 101- Where do you Begin

Facebook Marketing can be daunting regardless if you are a pro at it or if you’ve never done it before. In this quick and easier primer, we will get your strategy off on the right path.

 

Read it here: https://memarketingservices.com/facebook-marketing-101/

 

#8: THIS is the Facebook Content Your Fans Want You to Post

THIS is the Facebook Content Your Fans Want You to Post

In this post we shared research from Facebook and Sprout Social that showed what types of Facebook content fans want businesses to post. And you need to be ready to engage.

 

Read it here: https://memarketingservices.com/facebook-content-fans-want/

 

#7: Bringing Creatives Together with Influencer Marketing

Bringing Creatives Together with Influencer Marketing

This post gives 15 items to consider when either participating in or managing an influencer marketing campaign. A recap of James Ford’s talk from the Southern C Summit.

 

Read it here: https://memarketingservices.com/bringing-creatives-together-influencer-marketing/

 

#6: If Work/Life Balance is a Myth, How Do We Manage?

work life balance

This one took LinkedIn by storm! Work/Life Balance is a myth. Not everyone can balance it all to perfection, so how do we manage? Here are tips to manage your professional & personal lives.

 

Read it here: https://memarketingservices.com/worklife-balance-myth-manage/

 

#5: Making Facebook Advertising Work for Your Business

Making Facebook Advertising Work for Your Business

Last year, I was honored to lead a Facebook Advertising Workshop at The Southern C Summit (this year myself and Louise Pritchard of Pritchard Volk Consulting are leading a joint branding and social media strategy one!). This is the summary primer of that session.

 

Read it here: https://memarketingservices.com/making-facebook-advertising-work/

 

#4: Your Business Needs a Social Media Marketing Strategy Right Now

What to Expect When Using Social Media to Market Your Business

Your business needs a social media marketing strategy before you start actively using social media for you business. Here’s why – & the data to back it up.

 

Read it here: https://memarketingservices.com/social-media-marketing-strategy-now/

 

#3: 26 Social Media Statistics to Back Up Your Strategy

26 Social Media Statistics to Back Up Your Strategy

This was originally a guest post for My Social Game Plan that I was able to post on my site as well. Given are 26 social media statistics to help support any aspect of your social media marketing strategy.

 

Read it here: https://memarketingservices.com/26-social-media-statistics/

 

#2: 8 Common Social Media Marketing Mistakes & What to Do About Them

8 Common Social Media Marketing Mistakes & What to Do About Them

In this post we take a look at eight common social media marketing mistakes businesses make and our suggestions about what to do to help overcome them to get your business on track.

 

Read it here: https://memarketingservices.com/8-common-social-media-marketing-mistakes/

 

#1: 20 Facebook Statistics for 2017

20 Facebook Statistics for 2017

Go figure a post about Facebook would be #1! When Facebook hit 2 billion monthly users in the summer of 2017, we took a look at 20 Facebook statistics that shape the world’s largest social media platform, connecting the world and businesses.

 

Read it here: https://memarketingservices.com/20-facebook-statistics/

 

In 2018, we hope to bring you more content related to your marketing and social media strategies. Some may be long, some may be short, but our goal is to help YOU.

 

What was your favorite post on the ME Marketing blog this year? Share with us below! We’d love to know!

 

5 Ingredients For a Successful Holiday Social Advertising Campaign

5 Ingredients For A Successful Holiday Social Advertising Campaign

Whether or not we want to believe it, the holiday season is upon us. We see turkeys and pumpkin pie everywhere we go. The pre-Black Friday sales are going on. Christmas music is starting to filter through our radio stations.

Is your business ready?

The holiday season is one time of year that it seems advertising dollars are unlimited based on the traditional ads we see. Social advertising, however, has been slow to warm up to those levels. I believe that social advertising is more effective in reaching your audience – and this is coming from a former print advertising sales girl.

If you are using social advertising this holiday season, you want to make sure you are getting your biggest bang for your buck. In this article, I am going to share with you 5 tips for a successful holiday social advertising campaign.

You’ll find out –

  • Why having a budget is important.
  • Why you need to get creative.
  • Why you need to know your audience.
  • How targeting works for you.
  • Why tracking is a requirement.

Know your advertising budget.

In a perfect world, businesses would have advertising budgets as big as Santa Claus’ toy bag. With an unlimited amount of money to spend, just imagine what businesses could do. Unfortunately, that is not the case in our world. Company budgets are run tight, often cutting sales and marketing first. When you advertise online and do not set specific start and end dates, it’s very easy to run up a high advertising bill. That’s the last thing  company needs in the 4th quarter.

Having a budget is important because:

  1. It controls cost. You can keep track of where the money is being spent accurately.
  2. It’s easier to calculate ROI when it’s over. When you track the response of your ad against how much you spent, it’s easier to figure out that elusive number as compared to traditional print or broadcast ads.
  3. It shows you just how much you can accomplish with social advertising when putting it up to a traditional form of advertising.

Think outside the box.

Since so many companies are vying for your customers’ dollars, the gloves really come off where creativity is concerned. This is a time of year when you need to start thinking outside the box and leave your comfort zone. You need to be seen and heard among the Targets, Macy’s and Wal-Marts of the world. This is where creativity comes in. Think of the successful holiday advertising campaigns you’ve seen. The ones that come to mind to me are:

  1. Coca-Cola. The Polar Bears are so endearing that it makes an emotional connection with the audience.
  2. Hershey’s Kisses. The Kisses as bells playing “We Wish You a Merry Christmas” is my favorite holiday TV commercial. They have aired the same commercial every year for as long as I can remember. Continuity definitely says something.
  3. Elf Yourself from Office Max. 9 years later, people are still getting elfed each year.

Now take a look at what made these successful – it wasn’t your normal run-of-the-mill advertising – they set out to really connect with people. Whether it was from an animated character, musical chocolates or making an elf in your image – they all started as something outside the box.

Know who your audience actually is.

Ask any business who their audience is and you’ll see a lot of similarities – people who like to spend money and have money are just two. Knowing who your audience is and being able to relate to them is key. You’ll know exactly what to say – and how to say it. The way you’d phrase an ad you want moms to see would be much different from ads geared towards teens.

For example, you are a clothing store targeting teenage girls. For an ad targeting their moms, you would say something like “We help 14 year olds look like 14 year olds.” (Disclaimer: I’m a mom of a tween – trust me, clothes these days do anything but make them look their age – moms are looking for ones that do) For the tweens, it would be, “Look totes adorbs & wow your friends.” Just knowing how tween girls talk helps you relate to them and get in front of them easier.

Knowing your audience is much different than just knowing the demographic stats. Know what they like, how they talk, who they interact with. That will help you put together a more successful campaign.

Targeting is your friend.

Once you really know who your audience is, you know who and how to target them. Facebook and Twitter have hands-down, the best targeting options out there in the realm of social advertising. With these two platforms, you can get in front of your competitor’s followers (Twitter), target people based on their net worth (Facebook), get in front of people talking about or watching certain TV shows (Twitter) or target trendy moms specifically (Facebook), just to name a few.

Targeting will help you:

  1. Use your advertising budget more effectively.
  2. Get you in front the exact person you want to reach.
  3. Stay within the goals of your campaign. Your ad won’t be the needle in the haystack.
  4. Separate yourself from your competitor.

Track your ad’s performance again and again and… again.

Any social advertising platform includes analytics on how your ad is performing. Knowing what these metrics mean and how they are performing will determine the success of your campaign.

Tracking can show you:

  1. What wording and/or graphics work best. Use A/B testing to see what resonates with your audience the most.
  2. Your ROI. With social advertising analytics, you can see the number of impressions for your ad, the clicks and if you have a conversion tracking pixel installed on your website, the number of conversions. Take your number and compare it with what you spend and bada-bing – you have your ROI. Ask a print or broadcast ad rep if they can get that specific.
  3. How wise you are using your advertising dollars. This does relate some to ROI, but you can watch your ad and add or subtract money from your budget at any time. Is your ad off the charts? Add some more money to it! Is it totally bombing out? Then lower it.

Not only can these 5 tips be applied to your holiday social advertising campaign, but also to your everyday ads you run online.

Social advertising is going to become the dominant form of advertising. Just watch over the next 5 years or so. With people using their mobile devices more for internet searches and social networking or just doing pretty much everything online, it’s just a matter of time before we see more social ads than we do on TV or radio. Fortunately, social advertising is affordable for every business from your mom and pop store on the corner to the behemoths like Wal-Mart or Target.

Question is – how are you going to make it work for you? I hope these 5 tips help you out this holiday season. Have a tip you want to share? Comment below and let me know!

photo credit: roitberg via photopin cc

Facebook Marketing 101- Where do you Begin

Facebook Marketing 101: Where Do You Begin?

For all the bad press Facebook has gotten recently in regards to fake news, Russia, and the removal of advertising options, it’s still one of the first places you need to go to start your social media strategy.

 

So why use Facebook?

 

  • 79% of American adult internet users are using Facebook (Pew Research Center)
  • 76% of Facebook users log in daily (Pew Research Center)
  • As of July 2016, there were over 2 billion searches per day on Facebook (TechCrunch)
  • For my local readers – approximately 68,000 people in Bulloch County alone, ages 18+ on Facebook (which also translates into approximately 51,680 Bulloch County residents logging in each day to Facebook).

 

Of course, you do not need statistics to tell you why you need to use Facebook to market your business. I could list over 100 statistics to show you why you need to be on there. Simply ask people how they stay in touch with people and how they find out what’s going on. I guarantee you more than half of your answers will be ‘Facebook’.

 

That being said, I’ve put together a short and sweet primer below on Facebook Marketing 101, which originated from a Facebook Marketing class I taught at and for my local Chamber of Commerce. Let’s get started.

 

If you are going to use Facebook (and you should), where do you start?

 

Start with your “WHY”. Why are you using Facebook in the first place? Like anything you do on social media, everything you do on Facebook should come from your “why” and every goal you set should help you achieve it. If your actions to not attribute back to your “why”, start over.

 

If you are using Facebook, who am I going to target?

 

When thinking about who you are targeting, think about your “why” from above. Ask yourself these three questions:

  1. Why are you targeting them?
  2. Will targeting this group help you reach your goal in using Facebook?
  3. Is this group someone you want to actually spend money with you? (Remember, not everyone is your client/customer)

 

Like I mentioned above, if these groups do not help you achieve the goal of your ‘why’ statement, start over.

 

Now that I’ve decided to market on Facebook, what do I post and how often?

 

Think about your target audience – their likes, interests, etc. – and craft your content strategy around that. What is your online voice? Your Facebook presence is the digital extension of your brand. When establishing your voice – are you fun or serious? Sarcastic or punny? Are there common phrases your business uses? Take all of this into consideration.

 

Facebook did research this year into what people are looking for in their Facebook content. First, they found that people on Facebook want and value meaning, informative stories.

 

In their algorithm, Facebook looks at a user’s personal signals, such as “how close someone is to the person or page posting, stories they’d want to talk to their friends and family about, spend time reading, and videos they’d spend time watching.” Also taken into account is the post’s overall engagement.

 

People value content that is informative as well. Think about what you take time to read or share, or even comment on. It is content you find meaningful and informative. You should put yourself in the your audience’s shoes and post the type of content they will spend time on, much like you would.

 

Watch out for promotional messaging. 46% of Facebook users will unfollow a brand on social for posting too many promotional messages (Sprout Social). A good ratio to keep is 80% educational/20% promotional. For every self-promotional messages you put out, you need 8 that are not. You can share articles relating to your industry, tips, behind the scenes of your business, etc. Just do NOT publish sales pitch after sales pitch.

 

Second, Facebook found that people on Facebook value accurate, authentic content. Facebook users have told Facebook that authentic stories are the ones that resonate with them the most, so Facebook ranks those types of posts higher in the News Feed. Some tips from Facebook include:

  • Clear headlines – do not mislead the person viewing the headline.
  • Spam – “do not deliberately try and game the News Feed to get more distribution.”
  • Accurate Information – make sure what you are posting is true.

 

Be friendly and helpful in your posts, not snarky and sarcastic. Emotional connections drive Facebook shares. The science behind a viral post rests on our knee-jerk emotional reactions to it. The more extreme our emotional reaction to it, the more likely you’ll share it. In psychologist Robert Plutchik’s wheel of emotions concept, he identified the emotions that drive our sharing behavior. The inner circle denotes the eight emotions to think about when creating content.

 

Make sure to respond. People want you to respond to them. 68% of consumers want brands to participate in conversations they’re mentioned in, and 83% want brands to respond to them (Sprout Social). And the percentage of posts that go unresponded to? 86%.

 

Create your own graphics and if you do not, know where you are getting them from. Make sure any graphics you use are on-brand and most importantly, make sure you own the rights to them! You can create your own at Canva (a personal favorite!) or download free graphics at Pixabay, UnSplash, or Pexels.

 

Let’s briefly take a look at the six main post types on Facebook:

  • Status – simple updates, seen more commonly from your friends than pages.

  • Links – Trick: Post the status you want, then the link, remove the link preview altogether and add a picture to the post. This will get more reach than simply inserting a link and having the link preview on. Keep in mind, you can no longer edit the link preview!

  • Video

  • Photos and Photo Albums

  • Products. If you have a Facebook Store, you can add products into your posts.

  • Take action: Sign Up, Get Messages.
    • CTA posts to encourage your fan to take action immediately. Use sparingly.

 

Your post frequency depends on your business – it’s not a one size fits all, so be weary of every “Best Time to Post” article you read online. My recommendation? Post minimum 3-5 times per week, no more than twice per day, unless you’re at an event. To find out the best times for your business, look at your Facebook Insights to see when your fans are online and schedule/post around those peak times. (see example below).

 

What about Facebook Advertising?

 

Everyone is doing Facebook ads, you honestly, you may as well too. With Facebook’s algorithm, it’s almost a requirement to boost some posts in order for your content to be seen. But don’t worry – it will not bust your marketing budget.

 

On Facebook, desktop ads have 8.1x higher click-through rates and mobile ads have 9.1x higher click-through rates than normal web ads. Social media advertising is the most cost-effective way to advertise in this day and time, with Facebook leading the way with the various, and amazing, options available to businesses.

 

Here are some easy steps to setting up a Facebook Ad –

 

  • Step 1: Figure out what you are promoting and select an ad type. When running a Facebook ad, you need to know what you are promoting and why you are promoting it (much like your overall social media and/or Facebook strategy).
    • There are three decisions to make –

What are you promoting?

Will your ad run via auction or reach & frequency?

What type of ad will you choose? (Hint: Awareness ads are best for small budgets)

 

  • Step 2: Select an audience. Selecting your audience is the most important part – more important than the ad itself. When selecting your audience, you are narrowing in to target the ideal customer/client.
    • Your choices are to either –

Create an audience from the options you are given (which can make unlimited combinations).

Use a custom audience.

Use a lookalike audience.

 

  • Step 3: Ad Placement
    • Your choices for placement are:

Desktop

Desktop Right Side

Mobile

Instagram

Audience Network (this lets you extend your ad campaigns beyond Facebook to reach your audiences on mobile apps, mobile websites and videos. We use the same Facebook targeting, measurement and delivery to make sure each ad on Audience Network helps you reach your campaign goals at the most cost-effective price.)

Instant Articles (See more here: https://www.facebook.com/business/help/825186870955247 )

In-stream Video

If you’re not sure, Facebook will recommend using the default placements for your objective:

Brand awareness (including Reach & Frequency buying): Facebook and Instagram

Engagement (including Reach & Frequency buying): Facebook and Instagram

Video views (including Reach & Frequency buying): Facebook, Instagram and Audience Network

App installs: Facebook, Instagram and Audience Network

Traffic (for website clicks and app engagement): Facebook and Audience Network

Product catalog sales: Facebook and Audience Network

Conversions: Facebook and Audience Network

For more information on ad placements, visit: https://www.facebook.com/business/help/175741192481247?helpref=related

 

  • Step 4: Set an ad budget and schedule
    • Ah, the budget. Here’s where you determine how much you are going spend for your ad. You have two choices: daily budget (how much you spend per day) or lifetime budget (how much you want to spend for the entire campaign). Yes, you can run an ad for as little as $1/day but not every ad will let you do that. Here are the spend minimums:
      • If the ad set gets charged for impressions, its daily budget must be at least $1 a day
      • If the ad set gets charged for clicks, Likes, video views, or post engagement, its daily budget must be at least $5 a day
      • If the ad set gets charged for low frequency events like offer claims or app installs, its budget must be at least $40 a day
      • For more information on ad spend minimums, visit: https://www.facebook.com/business/help/203183363050448

 

  • Step 5: The ad. Now the second-most important part of the whole process – creating your ad. You can choose an existing post as your ad or you can create one from scratch. If you are creating an ad from scratch, you have 5 formats to choose from –

Note: Formats will vary based on the ad objective you have chosen.

 

  • Step 6: Track your ad. How do you know if you Facebook advertising is working (or did work)?
    • You can view the results of your ads in the Campaign Dashboard and view each ad (as shown above). You can customize your reports through Columns and Breakdown.

 

If you’d like a more detailed guide to Facebook Advertising, you can download my Facebook Advertising 101 Guide here.

 

Of course, how do I know if my Facebook efforts are working?

 

Welcome to Facebook Analytics!

 

There are many programs on the web that can pull detailed information for you about your Facebook page and your Facebook content (Sprout Social, Simply Measured, etc.), but Facebook Insights work just as well.

 

Here are some main metrics to track:

  • Engagement
    • Clicking a link, sharing your post, making a reaction, or leaving a comment
    • The more people interact with your content, the more they will see it and the more it will show up in Facebook’s algorithm because it signals to Facebook it’s popular.
  • Reach
    • The number of people your content is seen by by either paid or organic efforts.
  • Impressions
    • How many times your posts were seen (does include multiple views by a single person).
  • On your website – how much traffic Facebook is referring to your site. You can view this in Google Analytics.
  • Page Likes & Follows
    • Look for growth each month. Give yourself a goal of 5-10% growth each month.
  • Video Metrics to track:
    • Video retention – how long people are watching
    • Video engagement
  • Advertising Metrics to track:
    • CTR (click-thru-rate). Average across all industries is 0.9%. When Facebook sees your ads are getting impressions but no clicks, it logically assumes your audience doesn’t find the ad relevant. This can result in paying more per click and overall poor performance.
    • CPC (cost per click) & CPM (cost per thousand impressions). Average CPC across all industries is $1.72.
    • CPA (cost per action). Average cost per action across all industries is $18.68.
    • Ad frequency

 

That was A LOT of information thrown at your about Facebook Marketing. But it’s not all that hard and it’s easy to manage. Here are some tips:

 

  • Schedule Posts on the Page or through a program such as Hootsuite or Sprout Social.
  • Check analytics at least once per week.
  • Have a Facebook advertising budget.
  • Do not be afraid to go out of the box and try something new!

 

Facebook can be a great place for your business to see success in the social sphere. If this still seems daunting to you, don’t worry – we offer Facebook management in our social media management services and would be happy to talk with you about it!

 

Did I leave anything out? If you have questions about your Facebook strategy, contact me or comment below!

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