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Social Media Uncategorized

Who should use Facebook remarketing

What do we mean by remarketing  

For those unfamiliar Facebook remarketing refers to the act of following your audience around the internet, through the use of website cookies and lines of code. Facebook remarketing is hugely effective as wherever your leads go they are being shown highly targeted offers for the holiday, product or services they have been researching. 

While a naïve user might attribute the shoes they were looking for popping up as advertisements to fate, a marketer knows that it was Facebook remarketing. Not only does remarketing to audiences ensure highly relevant ads it also allows for the opportunity to offer discount codes to a unique audience that might need that extra push. 

What is Facebook remarketing

Generally, the most effective audience you have to remarket is users who have visited your website.  Users who have visited your website are often highly interested in the product or service you have to offer and will visit your website for three main reasons: 

  • To learn more about you 
  • To get in touch 
  • To make a purchase 

Regardless of the size of the purchase, a buying decision can take more time than one website visit.  But by continually reminding them about your brand through Facebook remarketing you are able to build trust with your audience leading them to purchase from you over the competition. 

What are the capabilities 

Because Facebook remarketing allows you to target already engaged users the probability of generating more conversions, is 70% more likely.  If you have set up a Facebook and Instagram shop by utilizing the remarketing features you would also be able to target using dynamic ads. Meaning the creative of the ad will change for each user depending on what products they were looking for on your website.  

If you have the questions “What is Facebook remarketing? “Here is a real example,  User A is interested in purchasing organic hand sanitizers online after checking out a few websites to see which one is best. The user has to go to work and is unable to make the purchase.  When the User returns from work they decide to go on Facebook where she gets an ad for the product she was looking for earlier with a 10% off discount. The user then decides to purchase the product. 

4 Ways to use Facebook to remarket

  1. Obtain followers with remarketing lists

Similar to Google Ads, Quality score metric, Facebook has a similar metric called relevancy score.  This is based on a number of factors but ads with higher relevance will generate cheaper clicks and have better reach overall. 

Engagement is a big factor when it comes to your relevancy score so you don’t want to target an uninterested user with your ads. You can use marketing ads. Use the page likes objective to target users who visited your website or engaged with your page but haven’t liked it, to generate super-engaged page followers.     

  1. Target those who have already liked your page

With your recently acquired super followers who are primed to engage with your page and content, it’s time to start building your relevance score. By Increasing your relevant score you’ll then be gifted with more reach for less ad spend by Facebook. Targeting those who have already liked your page is a foolproof way to increase your relevancy score. 

  1. Think strategically when creating ad schedules

As with any campaign, you must keep in mind that you are not only targeting numbers on a screen, there are real people seeing your ad, and this might lead to some unforeseen results you would not be able to understand by just looking at the numbers. When remarketing you need to be cautious of fatiguing your audience, showing them the same image and same offer on repeat for months at a time will likely only result in worse ad performance over time.  

Think strategically when setting up your campaign on the buying life of your audience, your goal and how aggressive you want your offer to be. Promotions that you are only running for a short time, for example, Black Friday, can be very aggressive such as 50% off whereas ongoing promotions should be more realistic with the offer given. 

  1. Layer Lookalike audiences

Lookalike audiences give you the power to duplicate a relevant audience and expand your reach to an entirely new audience that is just as relevant. This is an incredibly useful way to expand your audience and find untargeted users. There is no better way to generate an audiences list with high relevance than by cloning your remarketing list.  These are people who have already taken the action you design and Facebook is finding users with very similar characteristics and interests to them. 

Choosing the right Facebook remarketing specialist for you and your business is one of the most important decisions you can make when it comes to your success in digital marketing. Choose the experts with experience running hundreds of remarketing campaigns already. Let’s Talk!

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Social Media

Crucial Instagram Marketing Secrets

The Power of Instagram for Business

Instagram is an amazing social media platform with enormous power for businesses and individuals. Instagram is home to millions of content creators who all have an opportunity to promote their business, and with our guide, it has never been easier.  

Although with more and more users joining Instagram to promote their business, it can be difficult to get noticed, but not anymore with these crucial Instagram marketing secrets. 

Schedule your content

Having a consistent posting schedule on Instagram is vital. When creating content a stable schedule is one of the things that attract people back to your content. Utilising third-party apps can be a great time saver tool that helps you keep to a consistent schedule and even analyse your posts. You can plan your future posts, complete with hashtags and captions, saving you time and giving you the opportunity to interact more with your audience.

Strategic Hashtags

Hashtags are a pivotal element in getting more reach for your brand’s posts and message. Selecting the best hashtags for your post is vital, sites such as rite tag can give you detailed reports about what’s currently trending and recommend whether or not it’s right for your post. Another useful method is to localise hashtags or create hashtags that directly relate to your post. Niche hashtags have been proven to work alongside some of the most popular hashtags. 

Make use of Instagram Live

A  ‘Live’ feature has been added to almost every social media app since it’s creation, and it’s easy to see why. A number of international businesses use Instagram live, to great benefit. It allows you to get a better your connection with your followers by interacting with them live, it also lets you educate your audience or keep them in the loop about any new regarding your brand. 

Post Behind the Scenes for Better Connectivity

Though Instagram is known for brands and individuals posting the “perfect” shot, there is also room to get a little more personal with behind-the-scenes content. This can be formed of ‘the making of’ shot or a shot of your company culture. These images will help people feel closer to your brand, therefore generating a strong following of loyal brand enthusiasts. 

Utilize Paid Ads campaigns

Back in 2015 Instagram announced the use of ads on their platform. At the time not a lot of businesses were taking advantage of the new way to reach their audience. Even today there are still businesses who are skeptical of Instagram ads and prefer to stick to the traditional platforms of Facebook or LinkedIn.  AS they use the same advertising platform as Facebook “Business Manager”, Instagram allows for highly targeted ads, letting you reach a precise audience. Although you will have to page for your ads it’s well worth it and can have a fantastic improvement on your ROI.   

Optimize content with eye catching images and copy

Like most social media platforms you must fight for the attention of your audience with 100’s of other competitor brands who also want to appear in the newsfeed. Instagram is no different, it’s all about getting your followers to stop on your most and engage with it. There are a few tricks with how you can accomplish that, such as infusing a clear focal point, choosing high-quality images with bright colours or try even utilising different formations such as video or multiple images.  Try out these methods to get more engagement from your audience. 

Utilize the most effective features

Over the years Instagram has had 100’s of updates and with these updates, they have removed and added features like a revolving door. But that can sometimes leave its users lost not knowing which are the most effective or important features they should be using. Along with Instagram live we mentioned here is a complete list of features on Instagram you should be using for your business: 

  • IGTV
  • Stories 
  • Shoppable tags in stories and posts
  • Hyperlink username and hashtags 
  • Your favourite filters
  • Geo-tagged content

Similar to any other social media platform, it’s all about finding the right features for you. If you believe the right audience is more likely to see your brands posts by utilizing one or all of these secrets then you need to start implementing it into your Social Media marketing plan!   If you need help getting your Instagram marking efforts ready, contact the experts today! Let’s Talk! 

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Social Media

Elevate Black Friday Sales with Facebook Ads

Facebook Ads, the two magic words that can make or break an advertising campaign. If used correctly they can elevate your sales to new extremes, but if used incorrectly your marketing budget goes down the drain.  When it comes to the holiday season the stakes are elevated, everybody is keen to use Facebook ads for Black Friday sales. 

Every marketer tries to use Facebook ads for Black Friday sales, so how do you get your ads to stand out above the competition?  In this article, you’ll discover new ways to improve your Facebook ads strategy and learn how to use them to elevate your Black Friday sales. 

Holiday sales

Widely regarded as one of the most popular times for promotions the holiday period can be quite lucrative for most businesses when it comes to promotions and sales. It all begins with Black Friday towards the end of November and in a non-stop rollercoaster of Holidays topped off by the New Year.  Many big brands can end up spending millions on advertising during this period driving the cost up for everyone else. The vast amount of ad spends means that a good return on investment is even more difficult to achieve.  But you don’t have a reason to sweat, keep reading to find out how to use Facebook ads for Black Friday sales. 

Decide what placements you’ll be using

As you may or may not be aware Facebook ads function very similar to an auction house, your ads are compared to all the other ads targeting a similar audience and Facebook shows the best performing ad the most.  Now in most cases, this wouldn’t be an issue there is plenty of space for Facebook to show all advertisers. However, during the holiday period, this becomes much more competitive.  

Now to combat the lack of space in the standard placements it’s time to think outside the box. In total Facebook offers 16 different types of placements, this also includes placements on Instagram and it’s audience network. If you’re used to advertising on news feeds there are a lot more opportunities via the other placements. 

Try using all placements, to begin with, but be sure to carefully monitor your results to ensure there aren’t any draining your budget without the appropriate results.  Our expert advice is to use Instagram Stories if you don’t already, they can be very profitable when done right but don’t forget to optimize your image sizes appropriately.     

Utilise Facebook’s targeting capabilities 

Custom audiences and retargeting are your friends, don’t let the fear of the unknown scare you off big profits.  The aim here is to target you “warm” audiences (people who have interacted with your brand). During the holiday period, you do not want to waste your delicate advertising budget on audiences who may not be interested in your products or services.  

Segment your audience by using Facebooks, custom audience capabilities, you can import lists of customer emails, or target those who have visited your website, mobile app, Instagram page or even users who have interacted with your Facebook page.   Any of the mentioned audiences will fit snuggly into the “warm” audiences described and are guaranteed to be familiar with your brand’s products or services. Additionally, you can use demographic targeting on your custom audiences for optimal results, use custom audiences to elevate your sales with Facebook ads.   

Promote a compelling offer 

Regardless of how good you set up your ads without a compelling offer, it will be overlooked by audiences, for a better deal elsewhere.  To truly stand out over the competition during Black Friday, you need a compelling offer. Your special offer needs to be good enough to catch the eye of the audience while still being profitable.  For Black Friday we recommend a minimum offer of 20% off for maximum results, but if you’re still looking to give further incentive try adding a free product or service into the offer. Add something low cost but gives good value to your customers, a good example if your selling sunglasses is to add in a free protective case or cleaning cloth.  Shipping can be another overlooked cost and many consumers would appreciate free shipping included in your offer. 

Check results regularly

Facebook ads for Black Friday sales have an extremely short window to be effective. Although traditionally a single day Black Friday, has morphed into a weekend in recent years, nonetheless you need to be monitoring results daily.  Being on top of the performance of your campaigns is essential. Pause ad sets that aren’t working and adding budget to those that are performing successfully should all be part of your plan when using Facebook ads for Black Friday sales.      

Facebook advertising give unique advantages when it comes to Black Friday promotions.  Although it may be a risky move due to its high costs, if utilising Facebook ads correctly during black Friday your ROI will be unmatched. 

Don’t go in blind talk to an expert on Facebook ads today! Let’s Talk!

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Social Media

Social Media marketing platforms you might have overlooked

There are over 3.5 billion people on this planet today that are active users on social media. This, of course, means that social media platforms are also the ultimate marketing tools with the ability to reach highly targeted audiences via social media is unparalleled. The majority of all businesses are using social media marketing to get a leg up over their competitors. 

However, the trend of using social media to promote your business has become so commonplace that it’s become nearly impossible to stand out on the conventional social media platforms. In this situation, one must think outside the box to stand out. In this article, there will be no mention of popular social media sites such as Facebook, Instagram or Twitter. It’s all about the most underrated social media marketing platforms, what you can expect from each one and how to utilise each platform effectively.        

Quora

While it may be a surprise to Quora on this list since it’s essentially a Q&A site it can be an exceptionally useful tool when wanting to establish authority. Answering questions from the public about your products and services is an excellent strategy for brand managers to get the word out. Quora can also be incredibly useful when wanting to learn more about what fans of your brand are interested in through their questions. With over 190 million users, Quora can be an excellent tool to build your brands’ trust. The users on this platform are often seeking information so will have much less trouble keeping them engaged leaving it much easier to share more information increasing your brand’s influence. 

Pinterest

A well established social media platform than never had the opportunity to break into the top four top social media marketing platforms. Often overlooked Pintreses 250 million active users is nothing to joke about. Pinterest is an entirely visually platform, create super well-designed, vibrant images to stand out on this platform. Pinterest can have such an influencer over its users that according to reports 87% of Pinterest users have brought a product because of Pinterest. Once you set up your business account on Pinterest here are a few essentials you must keep in mind. A nice bio, profile picture and well-planned banner based on your brand’s image is a great start. When using Pinterest similar to other social media platforms we’ll mention it’s vital that you don’t adopt an overt selling approach, find a way to market your products discreetly.    

Reddit

Not commonly associated with marketing Reddit can be an excellent platform for building community relations. Similar to Quora it’s a customer service channel, used to gather community feedback for products and services. A more discrete marketing approach on Reddit is essential as site users can dislike traditional marketing plays and “Call out” companies that try to promote their products and services in the traditional way. The most common use of Reddit from cooperations is through AMAs “Ask me Anything” sessions. Where actors will talk about their latest films or companies will field questions about their latest product. Even though AMAs answers must feel genuine and not overly promotional as it could receive a backlash. Overall Reddit’s 300 million users each with an average visit of 15 minutes is a great platform to interact with your audience, however, proceed with caution to avoid a backlash.           

Twitch

A surprising addition to the list however if your audience is on Twitch it can be an excellent way to spread your message, by either having a Twitch channel of your own or by running sponsored streams. For those unaware of the premise of Twitch, it’s similar to broadcast TV different content is available on each channel and users to have to tune in to watch it live, although it is also recorded. The platform began as a way for the game to interact with one another however it has evolved into much more than that. While still heavily gaming influenced it has evolved to also include other areas in turn it has also expanded its audience. If your audience is suited to Twitch take full advantage of the most popular streaming service in the world. 

Tik Tok

If you haven’t heard of this popular app by now you must be living under a rock. Exploding onto the scene late 2019 and continuing to grow in popularity during 2020 Tik Tok is quickly becoming a major player in the social media marketing industry. In less than 2 years it has a global audience of 500 million users. It’s still in its early stages so the rules are still being written and most effective strategies still being formed. One thing that is for certain is users are looking for snappy entertaining videos, before embarking on Tik Tok ads you must be prepared to show off your brands lighter side. Unlike other platforms, if you want to run paid ads on there is some upfront cost with uncertain results, however, with well thought out organic content there is no need for a paid investment. For inspiration on how a traditional business can utilise Tik Tok check out The Washington Post or Yahoo’s page. 

Like any online marketing campaign, it’s all about finding the right audience. If you believe the right audience for your business is on one of these platforms but need help getting your marking efforts ready, contact the experts today! Let’s Talk! 

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Social Media

Developing an influencer outreach plan

If you’re planning on starting an influencer marketing campaign you’ll need our guide on how to develop an influencer outreach plan and the fundamentals of an influencer marketing strategy.

Influencer marketing has quickly become one of the most popular methods to help increase your brand awareness and trust. Influencers allow you to reach a unique, niche audience that would otherwise not be exposed to your brand. There are enormous benefits to running a successful influencer marketing campaign and it can often be just as important as Facebook and Instagram campaign management. However, it can be a time-consuming and complicated campaign to set up if going in blind.

An influencer campaign may not be suitable for every brand but it has proven results in certain industries and can even average a return on investment of $6.95 per $1 invested if utilised correctly.

Create an influencer outreach campaign that works

The key to a successful influencer outreach campaign is building a relationship after you have contacted your influencer. 

A quality relationship with your influencer generally involves mutual benefit. It grows your reach organically while the influencer also receives something in return. 

An influencer marketing campaign may be successful for your competitors, however, without careful consideration into what you want to achieve with your campaign, you may as well be throwing your marketing budget away. 

If you do not target the right influencers with the audience you want you’ll quickly run through your budget with a poorly executed campaign and won’t get the desired results. Avoid wasting your marketing budget by following our steps on developing a winning outreach influencer outreach plan. 

Get to know your influencers

Before you begin reaching out to influencers, your priority should be evaluating what you want to achieve from your campaign and what you want your influencers to accomplish. Develop a firm understanding of your campaign and discuss which KPIs you wish to measure to evaluate your success. Ask yourself at the end of your campaign, what will success look like?  

Following this step, it’s vital to research your influencers, use influencer marketing platforms to get an idea of the key figures related to your brand. 

Ideally, they should be involved in your field, if this is the case their followers would also be interested in your content. Growing a relationship with an influencer who is uninterested in your industry is a waste of time for all parties involved.

Do the research through various influencer marketing platforms learn the industry they’re in, the engagement rates, how many followers they have, only then can you evaluate whether you have chosen the right influencer.     

Make contact 

After conducting your research, you will now have the ideal influencer for your brand in your mind. Next comes the outreaching, much like forming any new relationship you need to get to know them plus they need to get to know you. 

It’s time to start stalking them (not literally of course). Get on their radar by engaging with their content, likes shares comments across multiple platforms. When developing your influencer outreach plan you mustn’t forget they’re human. Be nice, be supportive, they’re not robots. 

Liking and following them will not only familiarise your name with them but you’ll also get to know them better before making first content. This also means you’ll be able to personalise your first message, in the next stage.        

Touchdown 

Once you’ve gotten to know your influencer and feel comfortable contenting them, it’s time to tailor a personal message. 

It’s essential to send a personalised message, you’re trying to build a relationship, similar to online dating you won’t stand out unless your message is unique and personal. Our advice is to let them know why you chose them, use your research to show you know a little bit about them and finally be genuine. Don’t try to hide your end goal, influencers are busy people and know you aren’t contacting them to become best friends, tell them what you expect from them and what you’ll give in return.   

The platform you contact them on will also play a role, email, Instagram or LinkedIn are all viable options. Ultimately it will depend on your industry as to which format gets the best response rate. Using an influencer marking platform is also a choice, however, some may limit direct contact. Instead, it asks you to provide a brief of what you want. Although influencer outreach platforms are acceptable options, you’ll lose some of the personalisation and customisation.         

Overlap your audience 

To truly establish your brand with your target audience, the ideal solution is to find influencers whose audience overlaps. This way you can have multiple touchpoints with your target audience, forming a trusting relationship between your brand and the audience. 

If a consumer sees their favourite YouTuber and then their favourite Instagram model promoting the same brand, it’s more likely to become a trustworthy brand in their mind.   

Our advice is once you get to know one influencer ask them to introduce you to their friends, by having a friend on your side you’ve already got one foot in the door. You’re more likely to be trustworthy when being introduced by a fellow influencer. Use an influencer to harness relationships with other influencers. 

Segmentation 

Influencers themselves are generally categorised into different levels, depending on how many followers they each have. At each level, you will have different engagement levels in addition to varying costs. 

The top-level consists of celebrity influencers, these are your traditional movie stars, athletes or singers they are recognisable across most industries and have the largest reach. This comes at a substantially higher cost than lower-level influencers. Additionally, top-level celebrities generally have lower engagement rates than smaller influencers. 

The next categories consist of the top 5%, influencers in this category receive over 250k monthly visits. Similarly, influencers in the top 10% have between 25,000 and 250,000 monthly visitors.   

The final category of influencers is those with under 25,000 monthly views. These influencers are widely considered the most effective due to their low costs and high engagement rates. With these smaller influencers, you can also be sure of the audience you are targeting. In our mind, this is the ideal level to target with your influencer outreach campaign, although it may also depend on the location of your audience.    

Get your influencers on board

The ideal scenario when reaching out to influencers is to get them as dedicated to the brand as you are. There are several ways to do this either through affiliate programs, sponsored content, with compensation through products or currency or with brand ambassador programmes. Each influencer will have different preferences, our advice is to find a custom solution that works for both your brand and the influencer. It’s up to you and your influencer to determine the best compensation model for your objectives. It’s also important to thank the influencer for their involvement, once again they are people, not robots.  

It’s all about building the right relationship with the influencer you work with, free customised products, exclusive events or inviting them to product launches are great ways to get your influencers on board. A pen with your logo on it may not be enough to help you stand out from the crowd.    

Following these steps in your influencer outreach will help you nurture the relationship, into a fruitful and mutually beneficial relationship for all.  

Overall, while not as easy as other campaigns an influencer outreach campaign when utilised effectively can be extremely prosperous. If you’re struggling to get started with your influencer outreach campaign, contact the experts today! Let’s Talk!

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Social Media

How to use Linkedin as a marketing tool

Using Linkedin as a marketing tool

Essential to any individual in the business world LinkedIn stems from the need for a professional social network. In essence, LinkedIn is about Career development harbouring professional relationships, discussions about industry development and other business-related topics.

Unlike other social media channels such as Facebook or Instagram, Linkedin is not a place to be blatantly pushing your products and services it is generally looked down upon by the LinkedIn community to be overly sales-oriented.

The likelihood of a brand follower on LinkedIn already knowing about the brand is extremely high, so spamming your LinkedIn audience about your products and services will not get the results you want. The Social network consists of a different audience than other platforms such as Twitter and Instagram, and the messages you put across must reflect that to achieve the results you want. In this article, you will discover how to use LinkedIn as a marketing tool.

Use LinkedIn Paid Ads

LinkedIn ads are unmatched when it comes to targeting business professionals and companies. You can target the precise industry, Company size and even the job role of the people interested in your products and services. For example, if you are a customer support centre you can advertise to companies in a certain area under 50 employees and show your ads to executives at the companies with a customer-support title. The power of LinkedIn ads is undeniable when utilised correctly.

Quality Content

Similar to Paid advertising on LinkedIn organic posts can also be highly targeted. For this reason, it is important to be high-quality content, educational content teaching users about an important aspect of their industry or job. Through the continual use of education and original content, you will establish yourself as a thought leader in that space. Providing real value to your audience leads to more brand trust and ultimately all-around better results.

Join LinkedIn groups

A great bit of advise if you’re just starting with LinkedIn marketing is to join groups, LinkedIn groups will offer you a multitude of benefits. In addition to being able to “listen in” on what your target audience is interested in, you’re also able to interact with and offer advice for members of the group further establishing yourself as a thought leader in the industry. One of the biggest benefits of being a member of a LinkedIn group is the ability to message members of the group without having a connection with them. You should be utilising groups to their maximum potential by being a part of up to 50 groups. Taking it one step further you can also create your group.

Still not sure how to get started with LinkedIn marketing?

Contact the experts today at Yoshiro Digital’s Social Media Department! Let’s Talk!

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Social Media

How to target Facebook ads to fans of a competitor page

Getting your ads in front of your competitors is a well known in Pay Per Click (PPC) strategy. It can help you generate leads and cripple your competitions’ sales. Google ad marketing allows you to target competitor brands and product keywords but up to date, Facebook does not have the direct option to target competitors but there is a way around it.

One may think to target the followers of your competitors’ Facebook page however as previously mentioned this is currently not a targeting option that Facebook allows. While this may not be an option interest targeting is a very powerful tool that can be used for this exact scenario.

How it works

Interest-based targeting can be used in this situation because you can use your competitors as the interest being targeted. Once you get to your detailed targeting you can type in your competitors’ name and Facebook will populate your audience with users who are interested in your competitor. While this is not targeting people who have directly liked the page it is the closes option Facebook allows and although not stated by Facebook the “interest” you choose to target will likely include followers of the page.

You also want to test different keywords that characterize your competitors’ pages for example if they sell computers target other similar interests related to computers in addition to the name of your competitor.

Does it work?

An interest described by facebook means “People who have expressed an interest in or like page related to”. This means it’s not an exact science but it’s the closed Facebook allows. If you’re still not sure you can use this method, find the estimated audience that Facebook gives you and cross-references it with their pages followers, Keep in mind Facebook also owns other platforms such as Instagram and WhatsApp so the numbers may vary slightly, but it will give you a rough estimate of the audience you’re targeting. The only way to know for sure if this is the right targeting option for your business is to test it.

Overall while not as easy as Google Ads or other Search Platforms, on Social Media, you can target your competitors’ pages to some extent, it is definitely a strategy worth testing. Still not sure how to get started targeting your competitors?

Contact the experts today! Let’s Talk!

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Social Media

The essential elements of a Facebook ad

The essential elements of a Facebook ad

With over 2 billion monthly users, Facebook prides itself on being the most popular social media platform on the planet. Your potential reach when using Facebook is huge, but it’s up to you to utilize the platform wisely. Facebook collects huge amounts of data on its audience and allows you to use this to your advantage when creating ads on Facebook.

Here are our six essential elements of Facebook ads and should be kept in mind with every campaign you may run.

Define your objectives

Before you get started with your Facebook ads you need to evaluate what your business wants to achieve with these campaigns. Facebook campaigns offer great customization when setting up your campaigns which begins from the first step the objective. Facebook will optimize your ads depending on what objective you choose here which is why it’s essential to identify your goal beforehand whether that be, more followers, higher engagement, or sales.

By focusing on the goal you set it will allow you to choose the most appropriate objective getting you the results you want.

Target demographic

Your audience is, of course, vital when it comes to any form of advertising but especially with Facebook ads. At the end of the day, you don’t want to waste your time or money getting your message across to uninterested people. Having a clear idea of your audience is an important step when setting up your Facebook campaign, as Facebook will allow you to then segment your audience allowing you to have a separate message and budget for each demographic.

Your ultimate objective is to create an audience that consists of only relevant users instead of trying to randomly find users that are interested in your product or service. This can be done with retargeting, interest targeting, location targeting and many other targeting options Facebook allows you to optimize.

Content that makes you stand out

Now you know what your target audience and what you want to achieve it’s time to start thinking about the message and content you want to put out there. You know who your message is reaching but how do you get them to engage? Like most other advertising platforms online and offline, space on Facebook ads is limited you don’t want to waste an inch, every bit of content on your ad should be eye-catching, relevant and tell a story that resonates with your audience.

Each Facebook ad will be unique in this sense the content that worked best for you achieving higher engagement might not work for you if you are optimizing for sales and visa versa. Although unique here are a few key rules you should keep in mind when creating the content for your Facebook ads:

  • Test multiple formats
  • No more than 3 sentences of text
  • Powerful imagery
  • A strong call to action

Timing is key

The same as your organic content it’s essential to publish your Facebook ads at the right time for maximum visibility and reach.

As a general rule of thumb, the biggest difference in results will occur between the weekend and weekdays however the time of day will also have an impact. You’ll have to figure out what times and days work best for you through testing, it may be best to run your ads constantly when you first begin a campaign after you receive enough data you can begin to optimize.

Balance your budget

One of the most important features to utilize when creating your Facebook ads is controlling the budget, Facebook allows the upmost control over your campaign budget. Even allowing you to add a minimum and maximum spend to each separate ad set of your campaign.

It is possible to even set a cost control on your ads, for example, it won’t spend more than €0.05 for a link click if that’s what you choose. Use this feature wisely though as it may not spend the entire budget you allocated resulting in significantly fewer results than you initially anticipated albeit at a lower cost per result.

Test, test, test

Once you get going with your Facebook ads you’ll want to know whether they are working or not. It’s good to have the knowledge and understanding of Facebook reports and Google Analytics to fully quantify how your ads are performing. This may be the most vital part of your Facebook ads, interpreting the data you received and adjusting your ads based it that data, the importance of this step cannot be overstated.

While Facebook ads may seem simple to understand at the beginning diving a little deeper into the intricacies and customizable options it becomes clear it takes experience and education to become an expert. Looking to get started with Facebook ads? Contact the experts today, Let’s Talk!

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Social Media

How to promote an event on Social Media

Promoting an event on Social Media

Social media is everywhere, and everyone from teenagers to grannies are using it, that’s why it’s vital to use these platforms to reach a larger audience. Platforms like Facebook, Instagram, Twitter and LinkedIn can be amazing tools when wanting to promote an upcoming event. Use these tips to get the most out of your effort’s when promoting an event.

  • Platform

Depending on your audience and industry, some social media platforms may offer more benefits than others. For the most complete promotion, we advise promoting your event on several platforms however don’t stretch your resources and promote on every channel.

Here’s a quick rundown on what you can expect from the five most popular channels:

Facebook: Share events and event updates, create event pages, target specific audiences using paid ads.

Instagram: Brands and Influencers get the most engagement on this image-focused platform.

LinkedIn: The choice of platform for B2B marketing and finding new connections within an industry. Use for event announcements and company news.

Twitter: Create a custom event hashtag and make posts to promote your event and build excitement.

TikTok: Appeal to a younger audience in order to build a following on TikTok, fun and engaging content is key.

  • Optimize

Update all of your social media profile, remember preparation is key. Before you start to promote your event, you should prepare how you would like to promote it. Get your banners ready, create your custom hashtag and update your about sections. Here are some features you could optimize:

About Section and Bio: In addition to a thorough engaging description of your company or brand also include details of your event, be sure to include keywords that will help potential attendees find your page.

Page banners or logo: It’s the perfect opportunity to update your banner or logos, your new banners can include details of the event in addition to your custom hashtag. Remember to change them again once your event has taken place!

Link your other social profiles: Add links to your Twitter on your Facebook page etc. You want your audiences to have constant reminders of your event’s regardless of the social platform they are currently using.

  • Paid promotions

It may be obvious but paying for Social Media ads and getting your event seen by more people and potential attendees is one the most effective methods of reaching your intended audience. On average between 2-6% of your Facebook audience will see your posts, social media is becoming a pay to play environment, meaning it’s vital to back up your organic posts with boosts and paid campaigns. Here are our tips on how to get create an engaging an effective social media campaign to promote your event:

  1. Use a direct CTA such as “Buy Tickets” or “Book Now”
  2. Link them to an optimized landing page in order to register for the event, make it as easy as possible for your audience to attend.
  3. Short captions and eye-catching images or posts are key fundamentals to keep in mind when creating a social media campaign.
  4. Optimize your campaign objective, i.e. use facebooks Event responses objective if that’s your goal

These are just some of the strategies you can use to promote your event on social media. Some may work for your industry others may not nonetheless it’s vital to try a variety of tactics and see what resonates with your intended audience. If you find something that works make a note and use it next time!

Got an event coming up you need to promote? Contact the experts today, Let’s Talk!

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Social Media

Facebook Advertising 101

Everything you need to know about Facebook ads

Facebook is a great platform, but it’s sometimes overlooked by a lot of businesses and brands as they find it intimidating. When first looking at Facebook ads you wouldn’t blame them there is quite a bit for a beginner to learn. With so many options and customizations, you can easily be forgiven for not even wanting to begin.

After your first few campaigns though you’ll begin to get the hang of it, while there are many options once you’re familiar with the platform it won’t seem overwhelming and you’ll soon get the hang of it. In this article, we’ll be teaching you how to set up your first Facebook ads campaign and get fantastic results.

Why advertise on Facebook?

There are loads of great reasons why you should invest your time and money into Facebook ads. The insane customization and creative control over your ads are one of the many reasons.

Perhaps, more importantly, the crazy audience options it gives you allow you to target the audience you want when and where you want. Want to target young mum’s interested in yoga? You can. Want to retarget a user on your eCommerce site who abandoned it at the checkout? There is nothing stopping you! The targeting and retargeting options available through Facebook Ads are exceptional.

Another great thing about Facebook ads is that they are connected to Instagram ads, meaning you get 2 for the price of 1 by being able to run a single campaign on both platforms.

Facebook Ads Guide

Now you know why you should be running Facebook campaigns, let’s get into the how. Before you begin each campaign you need to start from step one, ask yourself the questions you would ask before starting any marketing campaign on Facebook or otherwise. Without this strategy planning, you are sure to get overwhelmed when entering Facebook ads manager.

For each campaign ask yourself questions like:

  • What products or services am I going to advertise?
  • Who is my audience?
  • Will they be a cold or warm audience?
  • What is the objective of the campaign?
  • Do I want leads, brand awareness, site traffic, sales, or something else?

Once you have completed this step you’re ready for step two and on the path to creating great Facebook ad campaigns.

The objective

If you have already developed your strategy this step should be easy. This is the very first thing you see when creating your new campaign but could very well be the most important. The right objective for your campaign will bring you better results at a lower CPC (cost per click)

Facebook gives you the following options to choose from:

  • Brand awareness
  • Reach
  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages
  • Conversions
  • Catalog Sales
  • Store Visits

You will want to select the campaign objective that aligns with your goals. For example, don’t expect more purchases from your eCommerce store by running an engagement campaign. Do keep in mind that some of your goals might be more suited to more than one objective, in this case, don’t be afraid to split tests, this will tell you which one would work best.

Audience

This is where Facebook ads really shine, before you started you should have already come up with the audience you want to target. Now is the time to implement Facebook gives you several categories to define when creating your audience.

You can define your audience with the following:

  • Custom audiences, which target specific users from your email list, or users who have taken certain actions on your site, your Facebook, or your Instagram’s business profile.
  • Lookalike audiences, which replicate qualities from your custom audience
  • Demographic targeting
  • Location targeting
  • Interest/behavior targeting
  • Connection targeting, which determines if you want your ads to be shown to users who are or are not connected with your brand

Placement

Here is where you can also choose the placement of your ads as mentioned previously you can choose to run your ads on Facebook, Instagram or both. But there are also plenty of other customizations available. You can run ads with almost all the placement’s if you choose (you will need to test what works best for you), with the exception of story ads, you can only run these in the story placements.

Once you set your budget and have your copy ready, your all set! But don’t just set it up and forget about it. The last step is probably the most important.

Monitor your ads

Great, you’ve set up your first Facebook Ads campaign but the journey doesn’t end there. Facebook ads manager shows you all the information you could possibly want for each of your campaigns. Does your campaign have a higher cost per result than you like? Perhaps the CPC is too high? Get in there and start optimizing your campaigns to get the results you want!

Still, stuck? Don’t worry…we’re here to help contact the experts on Facebook Campaigns today. Let’s Talk about Social Media Paid Advertising Services!