Blogs by date "05/01/13"
Tags: facebook advertising , facebook , social media , advertising
Facebook is surely one of the heaviest hitters amongst the social media sphere. The sheer population of Facebook users makes it a must-pursue marketing avenue for all types of companies, especially small businesses. Additionally, the targeting capabilities are so powerful that you can create focal ads that result in jaw-dropping click-through rates.
In this blog post, you will learn some profound Facebook advertising tips that will help your small business achieve a number of marketing goals. Whether you want to increase the number of page "Likes," drive pre-qualified leads to your website, or promote an event, the possibilities with Facebook advertising are abundant.
Define Your "KPI"
Before building your Facebook ads, it's important that you first determine the KPI for the campaign. KPI, or Key Performance Indicator, is how you measure the success of your advertising campaign.
Some of the most common KPI's for Facebook advertisers are:
- Earning more page "Likes"
- Gaining more opt-in's on a squeeze page
- Attract new customers
By defining the KPI of your Facebook ads, you'll have a better direction as to how to present your ad and tailor you copy. In essence, KPI's underscore the purpose of your ads.
Don't Bother With Side-Column Facebook Ads
The fact of the matter is, side-column Facebook ads receive the lowest click-through rates and the lowest levels of engagement. Facebook users are socializing, not shopping or actively looking for something. It's important to be mindful of this when trying to advertise with social media.
It's agreed upon by countless Internet marketers that these side-column ads are waste of time, effort, and ad spend. We recommend using other, more effective options (which we describe below.)
Instead, Advertise via the Facebook Feed
Rather than using the side-column space, tailor your Facebook advertising campaigns to display as promoted posts in users' feeds. This provides better quality ad impressions, and thus offers the highest click-through rates.
After selecting this option, choose to "Create New Page Post" under the Your Ad section. Here's where you'll write your awesome ad copy. Remember, your audience is in a completely different mind-set on Facebook. Direct promotions and sales pushes are often overlooked.
Avoid the Hard Sell & Get Creative
Keep in mind your KPI when tailoring your ad and think creatively about how you can grab the attention of your audience.
One of the best questions to ask yourself is "what's in it for them?"
What's truly going to compel a user to convert or take action on your ad? Do you have something to offer? Can you share something inspiring or insightful that helps earn their respect?
Take some time to get creative. Advertising via Facebook is effective, but you must have clear and righteous intentions in how you present your business.
Get Uber-Targeted with Your Ads
The beauty behind Facebook advertising is ability to target users based on various demographics and interests. If you're advertising for a small business with a local market focus, you'll certainly want to define location of your audience.
In addition to age, you can also specify certain interests and likes. Keep in mind that the more confined your audience location is, the less targeted you'll need to get with precise interests. Take note of the audience reach near the top right. The more refined your ad's targeting settings, the less impressions it will receive.
Download Ads to Facecbook's Power Editor
After you've created your Facebook ad, you'll want to use the Power Editor to really fine-tune aspects of the ad.
Click the Power Editor option in the left hand navigation of the Facebook Ads interface. Then, in the top right of the screen, click the "download" option to migrate all of your ads to the Power Editor interface.
Under the Power Editor interface, you can manage just about everything with your ads. One of the most important components to address is the bidding technique and pricing settings.
After selecting an ad in the far left column, choose the "Pricing & Status" option in the neighboring left side column.
Here you can set your pricing structure to be CPC, CPM or optimized CPM. We suggest using CPC or optimized CPM to have the greatest amount of control over your ad bidding and overall expenditure.
About the Author
Tyler Tafelsky is the Internet marketing manager here at OIC Group. Tyler is highly engaged in social media marketing, SEO, content marketing, and PPC advertising. You can email him directly at Tyler(at)oicgroup.net or follow him on Twitter.
Tags: guest blogging , blogging , link building , seo
Search engine optimization is a house built on shifting sands at best. SEO's and online marketers have to constantly change tactics as they adapt to Google’s ever changing algorithm, and after the major Penguin and Panda updates rolled out there was a major scramble to once again refocus strategies away from spammy, black hat techniques.
This has put guest blogging in the spot light as a great link building technique for SEO. However, this also means there is an immense amount of spam now associated with guest posting. In order to combat this and still get posts (and links) on high authority blogs, here are some tips and tricks that I use.
Be Real and Be Persistent
Webmasters and editors receive dozens of guest post submissions every day if they run an authority blog, and the sad truth is that 90% of what they receive is nothing more than bots emailing out thousands of emails or spammy link builders that don’t take the time of day to be personal. They simply find a blog that barely mentions guest posting, paste in their stock email, and usually forget to personalize it in any way.
Even if you take the time to write out a unique email every time, the odds are that you’ll still get lost in the shuffle - so try implementing these strategies into your outreach.
- Make Jokes: Everyone knows you’re the next Louis C.K., so let your inner stand up shine when you outreach. Granted, you have to pick and choose your moments since not every niche and blog will be open to that kind of thing, but even a flat joke tailored to the site shows that you’re trying and not a bot.
- Don’t Give Up: If you get a refusal then by all means, thank them for their time and move on. But if you don’t hear back at all then follow up at least two more times before giving up. I like to give the recipient 3-5 days before my first follow up attempt, then another 3-5 days before my last outreach attempt. Once again, on this last one don’t be afraid to try and be funny. “Hello?! Is anyone there?! I’m having flashbacks to 8th grade dances where nobody talked to me!” You’ll find that a surprising amount of people will get back to you after this last ditch outreach attempt with apologies of having not seen or original emails (yeah right).
- Give Them Something: At this point, most bloggers know what’s up when it comes to guest blogging and link building, so showing a little love can go a long way. It tells the editor that you’re not completely selfish. Tweet and share some of their articles, even link back to a blog post of theirs if you can to get them some link juice too. At the very least, leave an insightful and engaging comment on one of their posts.
Keep the Reader in Mind at All Times
I’ve found that bloggers are more protective of their readers than some cow moose in the spring time. With that in mind, always put the site’s audience and readers in the forefront of your mind while trying to guest blog, especially when it comes to writing the content. Look at the titles already featured on the blog, and read a few too to get a sense of the style and tone of the pieces. Then write something unique to that blog that offers the readers useful information. If you wouldn’t be proud to run the post on your own site, then you shouldn’t be trying to get it on someone else’s to begin with.
Build Local Links
For local businesses, it can be difficult to start building links with guest posts, especially if you’re trying to stay relevant to your niche. However, when you start looking at local link building your “niche” starts to change.
My rule of thumb is that if you’re targeting niche websites to build links to, then go ahead and target national and international websites and focus on your broader keywords. But once you switch your focus from “online marketing” to “online marketing in [LOCATION]” then all of a sudden your niche moves away from “online marketing” and becomes “your location.” This means your target sites become any site that is locally focused, even if it’s a mom blog or catering service.
Of course, it’s best to keep your posts more tailored to your niche in order to keep the relevancy as high as possible. So a post titled “How Stay at Home Moms Can Engage in Online Marketing” might be a better title than your favorite chocolate chip recipe (go ahead and send that recipe over to me).
The Slow Cooker Approach
If you suspect that a site is going to be difficult to get a link on, then don’t try cold calling out of the blue with an email pitch. Take a few weeks (yeah, guest posting is rarely quick) and engage regularly on the site by leaving good comments and interacting with the editor and other readers. When you feel like the editor will recognize your name in their inbox, go ahead and pitch or submit your guest post and follow up like you normally would.
Respond to Comments
Always keeping the readers in mind means not leaving them in the dark; you wrote the article so if they have any questions or comments about it you should be the one to respond to them. Don’t simply get a guest post and then never interact on the site again – this makes it clear to the editor that you only wanted to get links. It’s also important to remember that the webmasters, bloggers, and editors who post your content have the ability to go in and remove your links at any time if they feel slighted.
Another important note, I’ve found plenty of leads for further guest posts on niche related sites by following the people who comment on my posts, then asking them if they’d like an article for their website. They’re already familiar with my writing and know they’ll get good content so that hurdle is out of the way, and they typically have a strong reader base as well which is a huge benefit for any guest post.
A lot of this advice boils down to remembering one simple fact that often gets overlooked: people link to people. Websites are simply a front for people’s interests, businesses, engagements, and whatever else you want on the internet. Remember that it’s not a robot fielding your requests for a guest post, and robots will not be reading the content, people will. Remembering this helps to keep you from acting like a link building machine and keeps you focused on producing great content and earning great links.
About the Author:
Thomas McMahon is a link builder who uses guest posting as his primary strategy (along with this dashing headshot). He currently works for Page One Power, a link building company that focuses on long term strategies and results.