Making Facebook Advertising Work for Your Business

Making Facebook Advertising Work for Your Business

At this year’s Southern C Summit, I had the honor of leading a pre-conference workshop on Facebook advertising. I was blessed to have 15 fabulous ladies sign up for this session and we had a fun time digging into Facebook ads.

 

Why should businesses invest in Facebook advertising? According to Buffer, “91% of marketers invested in Facebook advertising last year. And it’s easy to understand why when you look at the data: more than 1.18 billion people use Facebook every day, and on average, each person spends more than 50 minutes a day across Facebook, Messenger, and Instagram.”

 

If that statement doesn’t convince you, take a look at these statistics from Hootsuite

 

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.

Social advertising is the most cost-effective way to advertise, with Facebook leading the way. Click To Tweet

 

Now that you’re interested, let’s take a look…

 

When starting a Facebook ad, there’s a process you walk through in the Ads Manager to help you set up the right ad, and maximize it for the best results.

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.

Then there are three decisions to make –

  1. What are you promoting?
  2. Will your ad run via auction or reach & frequency?
  3. What type of ad will you choose? (Hint: Awareness ads are best for small budgets)

 facebook advertising objective

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 –

  1. Create an audience from the options you are given (which can make unlimited combinations).
  2. Use a custom audience.
  3. Use a lookalike audience.

Step 3: Ad Placement

facebook advertising placement

Source: Facebook

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 –

 

facebook advertising ad format

 

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

 

And after that is done and your ad is running…

Step 6: Track your ad

 

How do you know if you Facebook advertising is working (or did work)?

 

facebook advertising campaign dashboard

 

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.

 

It’s really an easy process and once you’ve created and successfully run your first ad, you can start over with your next promotion.

 

The content above was taken from my workshop guide I created, “Making Facebook Ads Work for Your Business.” If you’d like your own copy of the 23-page guide, please click here to download your FREE copy!

 

What has been your experience with Facebook ads? Share with us below!

 

 

Preparing Your Social Media Strategy for 2017

Preparing Your Social Media Strategy for 2017

It’s never too early to start working on your social media strategy for next year (or next week or next month).

 

Recently, Buffer released their annual State of Social Media 2016 report after surveying over 1,200 marketers who mainly work with small to medium-sized businesses. To be honest, none of the results surprised me, they pretty much validated what I have been seeing over this past year not only with my own clients, but throughout the industry.

 

Social media has become a major component in any business’ marketing strategy. This shouldn’t be a business’ only form of marketing, but it should be a big part if that is where your market is.

 

The Buffer report spoke to three key takeaways, but two really stood out to me:

Video is about to peak.

Eighty-three percent of marketers said they’d like to create more video content if they didn’t have restraints such as time and resources. We also found that 30 percent of marketers are looking to spend more time focused on Facebook video in 2017, with 28 percent also looking to add YouTube to their marketing stack.”

Contrary to popular belief, no one has left Facebook and more businesses are investing in Facebook ads.

“Our report found that 93 percent of marketers use Facebook for their business and 91 percent have also invested in Facebook Ads. Despite the drop in organic reach on Facebook, 72 percent of respondents said their use of Facebook has stayed the same or increased over the past 12 months.”

 

I was excited to see these because it backs up what I’ve been suggesting to my clients about integrating video into their social strategies and confirms what I’ve been telling everyone about Facebook – people are still there! If anything, the 2016 US Presidential election was proof enough that people were still on Facebook!

 

Here are some highlights of the report –

 

85% of businesses are using social media for brand awareness.

Social media is a great way to promote your brand and get your message out. Through various ways (photos, videos, etc.) you can show you who are as a company and let your customers, both current and potential, get to know the people behind the brand as well.

reason1

91% of businesses have used Facebook ads.

I am a big believer in Facebook ads. If used correctly with the right targeting, Facebook ads can be the golden ticket for your business. With a percentage this high, this also means that businesses have accepted that in order for their posts to be seen on Facebook, they do have to invest in Facebook advertising (which is still much cheaper than traditional advertising!).

paid-ads

58% of businesses are still trying to figure out how to drive traffic to their website from social media.

Driving traffic to business’ websites was the biggest challenge businesses faced. However, with social media ads and the right strategy, this can be accomplished 😉 Next on the list was generating leads, which can be done through contests or an email marketing campaign.

challenges

93% of businesses currently use Facebook with their social media marketing.

Facebook by and far is the most popular platform to use by businesses with Twitter coming in a close second. However, I would caution businesses with this – only spend your time marketing your business on platforms your market is on. If your market is not on Facebook, there is no need for you to be there.

current-channels

58% of businesses plan to add video this next year, with 30% adding Facebook video.

Facebook video, especially Facebook Live is HOT. Native video uploaded to Facebook does much better than linking a YouTube or Vimeo video. I have several clients that we are planning Facebook Live events for this next year and campaigns around them. You will see a lot more of this in 2017. Jump on this before your competitors do.

channels-add

 

So there are the highlights of the state of social media for 2016. I’m not sure how 2017 will shape up. I know we will see more video, more of Facebook, and more ads (even though there’s more ad-blocking going on).

What do you see going on with social in 2017?

 

To see the entire State of Social Report from Buffer report, click here.

Facebook Ads: The Quick and Painless Way to Promote Your Brand

Facebook Ads: The Quick and Painless Way to Promote Your Brand

It’s no secret Facebook has paved the way for social media advertising. Businesses now have the freedom to build and expand their brand with a Facebook page; the groundbreaking part is Facebook has invented an incredibly simple way to create and share ads.

Facebook Ads Manager allows page admins the ability to promote companies, events, etc. by way of Desktop or Mobile News Feeds, Right Column ads — even Instagram.

Screen Shot 2016-06-22 at 9.52.43 PM

You will be surprised how simple the process of crafting and posting ads to Facebook.

Begin by going to the Facebook Ads Manager page, which you can get to by hovering over the “Promote” button on the right-hand side of your page (so long as you have admin privileges) and “Go to Ads Manager”.

The first page you come to will ask you to define your objective, i.e., what is the purpose of the ad you are posting? Are you trying to increase brand awareness? Promote your page? Send more people to your website? Consider your primary goal for your business and then you can move on to selecting your audience.

choose objective

 

Now that you’ve selected your objective, you’ll need to come up with a Campaign name. Campaigns are just a series of ads — or just one — that share the same primary objective. For example, if your goal is to drive more people to your website to promote a special summer sale on clothes, you might name your campaign “Summer Sale 2016”.

campaign name

The next step is to define your audience. Who do you want to reach with your ads? You can select a specific geographic area and then enter demographic data — specifically age and gender. If you so choose, you can narrow down your target audience using the “Detailed Targeting” tool; this allows you to select certain activities or interests you think your target would most likely appeal to.

audience

Once you have narrowed down your target audience, pick where you want to place your ad(s) — Desktop or Mobile News Feed, Desktop Right Column, or Instagram.

Now you just need to set a daily budget and schedule — or time frame — for your ad set to run. You can set your budget as low as or as high as you want. Once you select the run time for your ad set, Facebook will automatically show you exactly how much you will be spending for the duration of the campaign.

budget

The final step is the fun part — making the actual ad! You have the option to select one or multiple images (called a “Carousel Ad”), a slideshow or video.

ad creative

Once you select and crop your image to your liking, just enter the text that will appear at the top of the ad picture. You want this to be short but catchy so users will be drawn to visit your website. Your headline will appear below the ad picture. Your headline should be simple and mirror your primary objective.

Be sure to connect your Facebook and Instagram pages and link your website URL; the more exposure, the better! Select a “Call to Action” that will best suit your campaign goal — Learn More, Sign Up, Shop Now, etc. This is the button that will appear on the bottom right side of the ad and will drive people to your site. “Place Order” and you’re done! Now sit back and watch the magic right before your eyes!

You will have the ability to view the analytics of your ads over the duration of the campaign. You have the freedom to edit the ad itself, the budget, or audience if you aren’t satisfied with your results during the first few days or week of your campaign. This is an extra step you can take to make your business even more successful and expand your market at the same time, quickly and simply.

Good luck!

10 Marketing Facts for Your Business Going Into 2016

10 Marketing Facts You Need to Know Going into 2016

Even though I hated math throughout my schooling, I love numbers. Mainly numbers relating to stats and analytics. As a subscriber to Advertising Age, I get their marketing fact/stat packs every year and they are full of great insights and numbers as you plan your upcoming marketing efforts.

 

As always, the stats are a little of what you would expect and a little bit of surprise. I’ve read through the packs pulled out 10 marketing facts/stats that I think you need to know as we get started into this year. I’ve included graphics for each one from my new “Marketing Fact Friday” series in the case you want to share it 🙂

 

10 Marketing Facts for Your Business Going Into 2016

 

 

  • The internet was the fastest-growing U.S ad medium in 2015 with 18.2% growth.

Marketing Fact Friday 1.8

  • Google was the biggest U.S. mobile ad seller in 2015 with $10 billion in mobile ad revenue.

Marketing Fact Friday

  • The top 3 digital marketing priorities for B2B this year will be: content marketing, social media marketing & branding & website.

 Marketing Fact Friday 1.22

  • 48% of B2Bs plan to increase their digital advertising & marketing this year. 

 Marketing Fact Friday 1.29

  • 45% of B2Bs plan to increase their content marketing this year.

 Marketing Fact Friday 2.5

  • 52% of B2B marketers are using print or other offline promotions.

 Marketing Fact Friday 2.12

  • Content marketing only accounts for 1-9% of a company’s’ total marketing budget. 

 Marketing Fact Friday 2.19

  • 63% of marketers see website traffic as the main source of measuring the impact of their content marketing efforts. Only 30% look at subscriber growth as a measurement of success.

 Marketing Fact Friday 2.26

  • The top social media channels B2B marketers are using for content marketing are (in order): LinkedIn, Twitter, Facebook, YouTube. 

 Marketing Fact Friday 3.4

  • LinkedIn is rated the most effective social media platform for content marketing, followed by Twitter.

Marketing Fact Friday 3.11

 

A lot of these stats has to do with content marketing, really showing that that has become a main centerpiece of companies’ marketing plans. You do have to watch out for content shock which is becoming increasingly alarming.

 

Do any of these stats surprise you? Or were they in line with what you would expect to see?

 

8 Fun & Easy Holiday Marketing Ideas

8 Fun & Easy Holiday Marketing Ideas

The holiday season is the time of year that businesses can be made or broken. Many businesses, such as retail, depend heavily on the holiday season that runs mid-November through New Year’s Day. This is one time of year that you should not skimp on the marketing! The holidays make marketing so much fun – the contests, the deals, the relevant engagement – everyone needs to get into the spirit!

 

Here are some of the holiday marketing facts (source: Adept):

  1. The days from Black Friday through Christmas pull in 50-100% more revenue compared to shopping days throughout the rest of the year.
  2. 78% of shoppers used the internet for holiday research last year.
  3. 1 in 3 retailers dedicate 31-50% of their total online marketing budget to holiday efforts.
  4. US retail e-Commerce will grow 16.6 % this holiday (up from a 15.3% increase in 2014).
  5. 86% of retailers expect their 2015 online holiday sales to increase.
  6. 22% research a product on their smartphone while in store.
  7. 72% of millennials research online before heading to brick and mortar stores.
  8. 49% of shoppers view products in person, then find cheaper prices online.
  9. 27% read online peer reviews of a product while in store.
  10. People who shop both in person and online spend 66% more than those who only go to stores.
  11. On Black Friday, mobile sales accounted for 27.9% of total online sales.
  12. Email marketing drove 27.3% of orders on Black Friday in 2014
  13. 65% of marketing emails were opened in 2014.
  14. 1 in 5 shoppers made a purchase after opening a retailer’s email on their mobile device.
  15. 2,013,943 social media “discussions” on retailer channels happened on Black Friday in 2014.
  16. Last year, e-Commerce orders coming from social media grew a staggering 202%.
  17. 20% of online shoppers say that Facebook helps influence their decisions.
  18. 10% of online shoppers say that Pinterest helps influence their decision to buy.
  19. Only 1.7% of E-Commerce orders on Black Friday through Cyber Monday came from social media (including FaceBook, Twitter, Instagram and Pinterest).

 

Now that you know the facts, how does that factor in to your marketing plan? Here are 8 tips to help…

1. Get festive!

You want your business/brand to be relevant, so that means “decorating” your social media accounts! Change out your Facebook cover photo to something Christmasy (if you celebrate that) or have your Twitter background be a field covered with snow. Show the world that you are ready for the holidays.

MEMKTG_2012

2. Post interactive content.

Ask questions each week, share favorite holiday memories.  Connect with your market on an emotional level and get to know them.

Dear Santa SOMS

3. Give sneak peeks.

People like to have exclusivity. If you are offering a deal in your brick and mortar store, offer it to your social media fans or email list a day early. If you are debuting a new product or service, leave bread crumbs so they are hungry for it when you debut it.

Sephora

4. Offer a discount or special deal. 

You do not have to do this to be successful, but sometimes this will help you convert those browsers into customers. It can something for Black Friday or Cyber Monday. It could be a month-long discount on a product or service.

holiday-specials-blog

5. Utilize your email list!

Your email list is almost like gold. These are people who have said they want emails from you – use this wisely! Segment it and send carefully crafted messages. Send email list-only deals. You have a captive audience, so make the most of it!

holiday2

6. Give back.

I believe all businesses should donate to charity (whether it’s time or money). During the holiday season, share what you support or support something new. Do boxes for Operation Christmas Child. Donate to Toys for Tots. Adopt a local foster child. Take a group of your employees and do a shift at a local soup kitchen. Show that you are more than a business and that you truly care and want to give back.

7. Use some traditional marketing.

You will always have a segment of your market that is not online. Make sure to infuse your online holiday marketing plan with some aspects of traditional.

8. Have fun.  

It is the holidays after all. Show some holiday cheer and have fun with your fans and those who come into your office/store.

Facebook-Holiday-Marketing-Tips

Are you ready for the holiday season? What tips would you share?

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