Your optimization strategy has a big influence on the success of your advertising campaign on Facebook. It is, of course, only one of several key levers that influence success on Facebook with others including ad placement, ad format, and audience targeting. Bid optimization on Facebook has undergone a transformation since it first launched. Previously, cost per click (CPC) was the only option, but now there is a suite of bidding options that improve various marketing objectives, be those brand, direct response, mobile app install, or app engagement.
Ever one to seek out brevity, I think I’ve finally come up with a pithy way to sum up the last few years of digital marketing in a single sentence. Here goes. The world goes mobile; mobile is fast dominated by video; Facebook sees both trends coming and jumps in first; Facebook takes over the world. Ok, maybe taking over the entire world is a bit much, but with each passing day it’s becoming harder to argue with the notion that Facebook is on a clear path to dominate the digital marketing world.
When Facebook rolled out its new advertising targeting options a little over a year ago, it generated some significant buzz, but did it really help advertisers better target buyers who were in the market for their products? Or was it just an extension of the same old demographic strategy? The model...
Reports of the newsfeedocalypse have been greatly exaggerated. Publishers have once again reacted with fear and panic to recent announcements about Facebook algorithm changes and an initiative dubbed Instant Articles, whereby content from premium publishers is embedded in the newsfeed itself.
After much speculation, Facebook’s Instant Articles are here. Instant Articles gives publishers the opportunity to post their content direct to Facebook, in a move that some are proclaiming as ‘selling their soul’ to the social giant. The concern, given Facebook’s history of changing the ground rules, is that while the initial offering from Facebook on Instant Articles is good, the other shoe will eventually drop once the process has become embedded and publishers are reliant on the new practice.
Facebook is an excellent tool for promoting your business. However, the world’s top social network has recently been getting a lot less love from its users for limiting the reach of their content. Facebook may have purposefully curtailed its users’ organic reach, but somewhat makes up for it with a handful of features, that when used together, significantly increases your business visibility. Surprisingly, many people overlook these features and consequently miss out on the benefits they offer.
On the heels of last week’s “Mobilegeddon,” Facebook rolled out its long-rumored “Instant Articles” project for iPhone users. Their plan is to host some news stories directly on its servers and offer them up to users of Facebook’s mobile app faster and richer than ever before.
After months of rumors, Facebook has announced the arrival of "Instant Articles," an iPhone-only app (for now) that natively hosts publishers’ content, allowing users to view content without waiting for outside websites to load. The program will begin with just a few articles but is expected to expand quickly. Users should begin seeing glossy cover videos and photos tagged with map coordinates, and most important says Facebook, Instant Articles will load up to 10 times faster than they other forms of content.
You have a great Facebook fan page set up, and now you're wondering what you should be posting and what the best posts are to attract the most engagement. Developing the perfect Facebook post is not rocket-science, with taking these few things into consideration with each post you develop, you'll be on the road to not only having a visually appealing fan page, but also garnering more success on Facebook overall.
With the rise of paid social, it's essential to know which platform suits your business goals. Take a look at three of the biggest players in social ads, to see what their key similarities and differences are. And which one is best for your brand.
This infographic shows a simplified version of how a business page can grow their page, get more fans, get higher reach and engagement and get more leads and more sales. Each of the 4 areas are necessary to maximize your page to better reach your audience and profit on Facebook in 2015!
Over the past few years, direct response has overtaken branding to become the dominant objective of online advertisers — and the percentage continues to climb. What does this mean for social media marketers in 2015? Now more than ever, the ability to drive user acquisition and boost customer retention is key to business growth — and being able to point to data-supported results is crucial; not just for marketers themselves, but for the social media networks that host ads. Major players like Facebook and Twitter have been paying close attention to what brands need and ask for, adapting features and ad units to fit marketing demand.
Marketers are users and readers too, and sometimes we let our own personal user experiences shield us from spotting potential marketing blindspots. Take the Facebook Messenger app roll out last year, when users were forced to download the standalone app if they wanted to continue sending text-based messages through the social network. Users were outraged, but very quickly it became the top fifth app, with a reach of 43.1 percent.
By now, any travel brand with a digital marketing strategy in place will have some role for Facebook in its overarching approach. And while we know organic reach is nowhere near where it once was, this doesn’t mean travel brands ought to forget Facebook outright.
Storytelling is one of the things that we enjoyed the most when we were children. Our favorite stories took us to different places, let us experience new things and taught us about the people and world outside of our own homes and towns. A lot of people today, even adults, are hungry for good stories. Stories of hope, success, kindness and doing the impossible are some of the most common topics of stories that go viral on social media. Facebook has become the prime platform for people to share their own stories, as well as to share stories from others, that they think their friends will be able to relate to, will find humorous or inspirational, or just provide a nice break from the day-to-day of life.
I recently came across a report on Shareaholic about how social media generated almost a third of all website referrals during the last quarter of 2014. I thought the report was interesting primarily because it leads to the following conclusions: “ Social media platforms are eating every other traffic source’s lunch.” and "Facebook drives 1/4 of overall traffic.”
You think you have the perfect website….but what about those shoppers who just get to the brink of purchase and then, for whatever reason, fall out of the conversion funnel? Abandoned shopping carts account to the loss of trillions of revenue. So how do you advertise and highlight the right products to the right people? Retailers need not have to worry as long as social media networks are with them.
If you’ve ever worked in events, you know how challenging it can be to make everything run smoothly and according to plan. Even if you’re doing everything right, sometimes things go wrong that you don’t expect that are also often out of your control. Speakers often change, venues fall through, and prices are unpredictable. Fortunately, the marketing process is in your control, which is why it’s important to take advantage of all the tools you have at your disposal.
Facebook gets some heavy criticism from brand and pages admins on algorithm changes. What was a great tool to get visibility for just showing up and posting morphed into a "you need to work hard at it and maybe add a few of your hard-earned dollars" tool. Most saw this as a negative, for those brands that did social media right, it hurt but certainly wasn't a death-blow.
One of the most recent Facebook business developments we’ve seen is the addition of paid boosted posts. Though this development isn’t free, the option to boost your statuses to your ideal audience is a valuable tool. Plus, the pricing can range from $20-$1,500, so you get to decide just how much or how little you spend. This development forced business owners everywhere to take stock of which of their posts held value and to take a deeper look at their target markets.
Having a business development strategy that incorporates Facebook, and other social networks, in your small business marketing plan makes sense in our online world. However, having recognized the opportunity afforded by social media, be careful you don't fall into the trap of thinking that marketing today is all about Facebook, or social media.
If you do any kind of marketing on Facebook at all, here's a complaint you're sure to have heard (or even made yourself), "Nobody's engaging with my posts anymore. It's like I'm invisible." Indeed, sometimes it seems like it's Zuckerberg's world and we're just posting in it. But is that simply a difficult fact that the small/medium-sized business has to deal with these days? Or is there a way around the network's sometimes crushing algorithm updates? What's a bootstrapping entrepreneur to do?
Earlier this week, Facebook updated their News Feed algorithm again, in what many are seeing as the next move towards ‘Facebook Zero’ – i.e. 0% organic reach for pages. Facebook announced three updates – the first is around users who don’t have a lot of content to see. Previously, the algorithm ensured people were not shown multiple posts from the same source in a row - they’ve opted to relax this measure for people who run out of content to view and are seeking more. Nothing major there, the impacts should be minimal.
Let’s be honest – it’s pretty much impossible to know that you don’t know something that you don’t know. That’s why we’ve collected a list of our favorite little-known, hidden, or long-forgotten features on Facebook and Twitter.
Facebook's new Multi Product Ads may be just what your businesses social network marketing campaign is looking for to help gain more customers while keeping costs down. Multi Product Ads enable businesses to display 3-5 products in one unit on either a desktop, or a mobile device through the news feed. This helps businesses reach more customers, both new and old by boosting clicks and conversions.
As a general rule, I’m not a fan of the term, “growth hacking”. Mostly it’s because it seems to convey some really small hack that somehow will bring about huge results - results that are almost never repeatable. But, if you want to dramatically grow your Facebook followers - then this is one growth hack that you can’t ignore.
This latest algorithm update will roll out over the coming weeks and you will begin to see updates highlighting what a friend Liked or commented on either showing up lower in your News Feed or not showing up at all. Max Eulenstein, a Facebook product manager, and Lauren Scissors, a user experience researcher, said that this change was made based on user feedback, “Many people have told us they don’t enjoy seeing stories about their friends liking or commenting on a post."
Today’s report appears to indicate Facebook is meeting some of the analysts' expectations, which bodes well for the company’s valuation and the price of its stock. Facebook stock closed at $84.63 today, up $1.01 or 1.21%, but since the announcement was made after the market closed, we’ll have to see what happens to the stock price tomorrow and in the coming days and weeks. Early reports indicate Facebook’s stock has dipped as much as 2% in after-hours trading.