Wouldn’t it be nice to have another hour with your family or time to get that other project completed? Maybe head out a few hours early on a Friday? Or even better, hit the snooze button in the morning? Businesses are always looking for ways to increase efficiency and productivity; that is part of being a successful business. A better bottom line equals a better business.
This desire for innovation and growth shouldn't be limited to the areas of operations, human resources, or accounts receivable, but also extend to your marketing and sales departments. Wouldn’t it be great to simplify the process of attracting new clients? Gain more customers in a smaller amount of time. There is a way.
Luckily technology provides us new avenues to simplify our business, in this case, acquiring those new clients. Hunting for business or leads is exhausting, so anything we can do as a business to streamline or ease this process is a welcomed relief.
Don’t Let The Tech Part Of Facebook Advertising Scare You
Some of my clients are hesitant at first when I mention social media ads and live video. If you don’t deal with this type technology on a daily basis as I do, it can seem very foreign, and maybe not so trustworthy. You may be thinking: Does it work? I don’t have time to try something new. It sounds complicated. How do I know they are just trying to take my money and run?
I have heard all of your concerns, and I get it, but I am here to tell you if you want to make acquiring customers easier and free up time to do other things, Facebook Ads and Facebook Live (video) are the way to go.
Over the next several months, I am putting together a series of several blogs, including this one, to help you better understand the hows and whys you should use Facebook Ads and Facebook Live. I will walk you through each step needed to set up your FB Ad and FB Live, and give you specific examples of when you can use these features to promote your business.
My first section of this blog series covers why you should use Facebook Ads.
“…there are plenty of business owners who are skeptical of using Facebook Ads (or any social media, for that matter). But here’s the simple truth: If you’re a small business with a tight budget, Facebook Advertising is one of the most affordable and effective ways to market your business.” Matthew Tyson in Why Small Businesses Should Use Facebook Advertising, Huffington Post, 5-19-2016
Why You Should Add Facebook Ads To Your Marketing Strategy
Most of the companies I work with don’t have vast amounts of cash lying around to put towards testing different marketing and advertising strategies. They need something cost efficient and easy to manage. When my clients ask me how they can get the most bang for their buck without a lot of management time, one of my first suggestions is Facebook Ads.
There are three main reasons you should include use Facebook Ads in your marketing strategy: Reach, Ease Of Use, and Cost Effectiveness.
Reason #1: Reach
I am pretty sure you have heard of Facebook. With over 1.9 billion daily users and 50% of those users following a business, Facebook Ads are set to drive more business in 2017 than any other paid channel. Pretty remarkable, right?
Facebook also has a stronghold on the mobile market, with more than 1.15 billion mobile daily active users, an increase of 21% from 2016. As more and more of us use our mobile phones to shop or scan social media while standing in line at the store or waiting for the kids to finish practice, Facebook provides a valuable tool to reach potential customers anywhere and at any time.
Reason #2: Ease Of Use
On top of a worldwide footprint, Facebook produces some of the most powerful, creative, and advanced digital advertising capabilities. A simple, easy to understand user interface allows you to target potential customers by location, demographics, interests, and behaviors.
Advertisers can also use advanced targeting techniques like Lookalike Audiences and custom audiences from your website. There is also a cool feature that lets you define the objective of your ad campaign and define your audience reach.
Once you launch your ad, Facebook provides easy reporting and user friendly analytical tools to help you determine if your ads “performed” as desired.
One of the many things Facebook is great at doing is providing information and training tools to help you set up your ads. Chances are, if you have a question, Facebook already has the answer in their help section.
Reason #3: Cost Effectiveness
If you are a small business with a tight marketing budget, there is no better place to advertise than Facebook. Facebook’s reach, easy of use, and targeting abilities make integrating it into your marketing plan almost a no brainer, but what seals the deal is its cost effectiveness.
Now, before we start on cost effectiveness, let me state this, you will have to pay. Organic, aka free, ads are a thing of the past. Facebook has placed a high priority on paid advertisements which makes total business sense. It wasn’t long ago that you could get some decent traction on organic, aka free, ads, but that is in the past.
Facebook Ads run on a pay-per-click model, meaning you pay a certain amount every time someone clicks on your ad. Ads can also run on a price per impression model. Here you pay a given amount every time someone “sees” your ad, that is, it appears in their feed. Don’t worry; your ads are highly targeted so you won’t have random people clicking on or viewing your ad and costing you money.
There are many factors that influence the cost of your Facebook Ad, so for a more in-depth analysis of Facebook Ads cost, take a look at this article The Complete Resource to Understanding Facebook Ads Cost – 2017 Benchmarks! This article will help you better understand just how cost effective Facebook Ads can be.
I have listed the references for this article below in case you want to do some further research, which I suggest you do. Advertising with Facebook Ads is something I seriously want my clients to consider.
In my next blog I will go through step by step on how to set up your first Facebook Ad. Until then check out the links below and better understand how using Facebook Ads is a must for your company.
The Top 20 Valuable Facebook Statistics – Updated May 2018
Why Facebook Ads Will Make You Successful in 2017 & Beyond
Why Small Businesses Should Use Facebook Advertising: http://www.huffingtonpost.com/matthew-tyson/why-small-businesses-shou_b_10046180.html
How To Target Facebook Ads:
The Complete Resource to Understanding Facebook Ads Cost: https://adespresso.com/academy/blog/facebook-ads-cost/
The difference between paying for impressions (CPM) and paying for link clicks (CPC)
If there is one thing business teaches us, it is things can change in an instant. The only thing constant in business is change.
Well, this also applies to the world of social media. If you have followed the news over the last year, you know social media, especially Facebook, has been in the forefront of things.
On January 11th of this year, Mark Zuckerberg announced Facebook was addressing these issues in a new algorithm update rolling out over the next couple of months. Facebook is changing and changing for the better.
What Is Changing On Facebook
These updates will provide users a more authentic, inspiring experience by pulling updates from friends and family over news reports, political ads, and business ads.
Instead of seeing the latest news reports or national political ad, you are more likely to look at your friend's most recent vacation video or pictures from grandma's 80th birthday party. I don't think any of us see this change as a bad thing. News and politics can be depressing and exactly how many business ads do we need to look at before we start logging off Facebook completely?
While these changes may be useful personally, how does the algorithm update change the way companies do business on social media? You maybe asking, if people see more postings from family and friends, what about my company postings? Where do they figure in all of this?
How This Affects Your Business
Gone are the days of easy, passive, organic traffic from Facebook. Businesses are going to have to work a lot harder to get the reach, likes, and clicks they were getting before these updates. In fact, companies are more likely to see a drop in overall Facebook performance once these updates roll out over the next couple of months.
How Companies Need To Adjust Their Social Media Plans
Despite these changes, not all is lost for social media marketers. There are ways companies can adjust their plans. The new algorithm looks for organic shares and conversations; shares and discussions that occur without "click bait" like "Tag A Friend" or ones shared between family and friends.
The number one thing companies need to focus on moving forward is building a community around your business focused on educating and creating a positive experience for your current and potential followers.
The Importance Of Video
If there is anything you take from this article, remember this, you MUST include video, mostly Facebook Live, in your marketing plans. And you must have a schedule around your videos (Facebook Live and other videos you post).
Social media in general loves schedules. Being consistent is critical; do a Facebook Live video every day at noon, or once a week at 9 AM on Monday.
Videos that have the viewer coming back week after week will perform the best. Think of an educational series. Or episodic series that follows a story in your business. Maybe covering repairs and damage from a local weather event?
Do You Have A Facebook Group Page?
Another thing I want you to explore is creating a Facebook Group. Facebook Groups help build a community that the new algorithm prioritizes. Make sure you Facebook Live and add videos to your group also. You can learn more about Facebook Groups by checking out this article by Mashable. Or check out this step by step guide to setting up a Facebook Group
What I Want You To Take Away From This Article
Facebook has changed. This change is not the end of social media marketing; it is forcing us marketers and business owners to think outside of the box. There is not another great alternative to Facebook; they just have too much of a reach and too much data to be ignored, so we need to adjust.
Your marketing plans can no longer include passive advertising but must consist of a positive, interactive, educational community based on videos, paid ads, and educational and episodic storylines.
I will leave you with this one quote:
"A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be." Wayne Gretzky
You know where the social media puck is going to be, so go after it.
By Kimberly Watkins-Swenk
People always ask me why they should hire a SEO copywriter versus a regular copywriter. Think of it this way, it is like two different languages. Like North American English and British English, they may seem the same on the surface, but there are fundamental differences. Turn in a blog to an American client with "colour" instead of "color" or "shags" versus "have sex with" and there might be some issues. Or my favorite, although somewhat outdated "fag" versus "cigarette." "Sir, do you have a fag I borrow?" Cultural misunderstandings indeed.
People Read Digital Material Differently
The way people interact with digital materials is different than printed materials. When reading content in a digital format, people always scan for information. Digital copy, what a SEO/digital copywriter specializes in, needs to be full of bullets, columns, shorter paragraphs and page length, and headers. This formatting presents your text in a manner that is easy to not only digest, but easy for the reader to determine if they are interested.
The Land Of Search Engines: The Main Reason You Should Hire A SEO Copywriter
There is a powerful algorithm in the sky known as Google. They are the most powerful and popular algorithm in the sky. In the world of digital or SEO copywriting Google is king and everyone else are serfs. The algorithm behind how Google, or any other search engine, queries billions of web pages to give the reader exactly what they are looking for is long, complicated, and beyond any IT layman like myself to fully comprehend.
There are some things we do know:
SEO & Digital Copywriting Resources
If all of this information has left you with a headache, there are resources online to help you get a better understanding of terms like meta tags, headers (H1s, etc.), and keyword placement. They will at the very least give you the tools to understand better when your SEO copywriter starts spitting out industry jargon. The digital world is CONSTANTLY changing from Google updates (hello, Panda update) and new research on online human behavior. This is separate from any trends within your industry. Do yourself a favor and hire a digital/SEO copywriter that way you can work at your business, not in your business.
Some of my favorite sites are:
Don't worry if this all sounds confusing, especially if this is the first time you have studied the difference between writing for the web and writing for print. You will get the hang of it; I promise.
Kimberly Watkins-Swenk specializes in online copywriting and content development, including SEO. She helps businesses communicate with their target market by creating quality blogs, webpage copy, social media copy, and content planning and management. She can be reached at email@example.com . Her website is www.kwatkinsswenk.com.
Kimberly Watkins-Swenk specializes in social media strategy, analysis, and implementation.