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digital marketing

4 Important Considerations when Creating a Facebook Ad

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4 Important Considerations when Creating a Facebook Ad

Like honey to bees, Facebook is the go-to platform that attracts people wanting to promote their businesses. It's the leading social media platform and has over 2 billion active users making it a marketing goldmine for entrepreneurs. Promotions are done on the platform with the expectation that they will always yield the desired results. After all, the content is being seen by thousands of people so magical things must happen.

The reality is that advertising on Facebook isn't as simple as it seems. It's not just selecting a target audience based on location and interests and posting content you think is the bomb. Each marketing initiative must be carefully thought out and developed based on the following criteria.

A Hyper-Focused Audience

It's safe to assume that most of the people who try to advertise on Facebook have an idea of their target audience. They must know enough to choose a location, relevant interests and the right age group. However, it is often the case that the target audience chosen isn't targeted enough. 

A successful Facebook ad can only be created if the target audience is as specific as possible. For instance, an online content writing company that offers its services to people in America and Canada needs to be very specific about the type of people it creates content for. Using the broad category of "small business owners in America and Canada" may not allow the campaign to achieve the desired results. A hyper-targeted audience would be "life coaches in New York, New York and Ontario Canada between 25 and 50 years of age." The latter narrows the audience down to people who will most likely benefit from the ad's content. 

Relevant Content

A targeted audience is pointless if the ad's content doesn't relate to their needs. Your ad should show how your business answers the specific problems this group of people faces.  Customers always want to know that your product or service directly benefits them in some way. Why should they be interested if there's nothing in it for them? 

Use Videos

Videos have the highest engagement of all types of content. This doesn't mean that articles and images don't have their place. The type of content used depends greatly on who you're targeting and what you're offering.  For instance, articles and images may be better suited for reaching existing customers with special offers and deals. Videos, on the other hand, can be used to attract potential customers by introducing them to your brand. These are, however, just examples. It is possible to use a mixture of these 3 types of content at different stages in the marketing cycle. Nevertheless, the power of videos can't be ignored.

Put the Call-to-Action at the Right Place

A call-to-action clearly tells people what they should do when they engage with your ad. It should be strategically positioned so that people don't have to sift through too much content before getting to it. It is ideal to place the call-to-action in the first 10 to 15 seconds of a video and the first 10 to 20 words of content. If it's placed at the end, your ad may not produce the results you desire. 

Avoid the temptation of viewing Facebook advertising as a stroll in the park. That approach ultimately leads to time and money being wasted. Be very deliberate about the content you use, who you target, and the results you hope to achieve. It's the only way that your Facebook ads will help your business grow. 

 

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5 Powerful Ways to Boost Your Social Media Presence

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5 Powerful Ways to Boost Your Social Media Presence

Social media is a must-have for any content marketing strategy. It's the tool you use to connect with and engage your audience in meaningful ways. Several social media experts have written books and articles that make building a strong social media presence seem simple. The reality, however, is that it's far from simple especially if you're not offering a service a product that's in high demand. This article has been written based on my own experiences and some useful tips I've garnered from articles I've read. Trust me, it's not an easy road, but you can gain numerous rewards if you play your cards right.  The point is not to neglect social media as an essential component of your digital content marketing.

Boost Your Posts

You have to spend a little to gain a little. Facebook offers a feature for business pages that allows you to boost a post so that you can reach a wider audience. Boosting a post will help you get more page likes and could potentially lead to new customers. You need more people to like your page and visit your website. Depending on the few Facebook friends you invited to like your page is a recipe for disaster. They're only there because they like you and probably have no real interest in your business. People who like your page after viewing a boosted post have a genuine interest in your business and could eventually become paying customers. 

Boosted posts that last for a week are often the best. The idea is that the longer the boost, the more people you'll be able to reach and the more interactions you'll be able to acquire. I understand that budget constraints can result in you limiting that boosted post to 2 days. However, I don't suggest boosting a post for less than 2 days; you won't get a good return on your investment. 

The type of post you boost is also an important consideration. Videos have the highest click through rate on all social media platforms. In fact, Animoto states that "4 times as many consumers would prefer to watch a video about a product than read about it." However,  you can't just post any old video and call it a day. Your video has to be meaningful, relate to your brand, and elicit a positive response from viewers. If you choose to use an article, include a vibrant featured image and attention-grabbing title. The image is the first thing Facebook users will see. If it doesn't grab them, they won't react to your post. Finally, the content of the post has to resonate with the audience and be relevant to your brand. 

Use a Variety of Content

Some of the best social media pages utilize a variety of content. They mix articles with videos and stunning images, thus making the pages more interesting to the viewer. This mixture also ensures that there is something to suit any user's preference. Someone should be able to scroll through your page and find at least one post of interest. 

Use Live Videos

Since Facebook launched the 'Go Live" videos in 2016 it seems like there has been a live video revolution. More social media sites are beginning to add live videos as one of their features. That says a lot about the power of live videos. They allow businesses to interact with you in real-time. It adds excitement to the experience and enables them to get immediate responses to their questions and comments.

Live videos work best when they are previously publicized. Let your followers know when you plan to host a live video chat. Send frequent reminders and ensure that you research the time that most of your followers are using Facebook. It makes no sense to host a live video without an audience. 

The beauty of Facebook live videos is that the video is stored on your page after it has ended. The same isn't true for Instagram and Twitter live videos. Storing the video allows people to view it even after it has ended. If you were able to have an interesting discussion, it is highly likely that the people who watch the video after it has ended will share it. More viewers increases the likelihood of more followers for your page. More followers ultimately results in more customers.

Use Hashtags

Hashtags are Twitter's secret weapon. I have been amazed by how other Twitter users are able to find my Twitter profile because of the hashtags I use. Before posting on Twitter, ensure that you research the most popular hashtags related to that post. Use them strategically so that you don't exceed the 140 character limit. The best posts incorporate either images, videos or gifs. So, don't leave those out!

Use SnapChat as a Teaser

The popularity of SnapChat baffles me. I haven't been able to comprehend why posting videos that fade is so fascinating. Nevertheless, SnapChat has its place in the digital marketing landscape. These short videos are excellent promotional tools for building hype around an upcoming event or new product. You can use it to post short teaser videos to build interest. The key is to keep your audience hooked so that they won't want to miss out on whatever you have coming up.

 

Having a strong social media presence is essential for digital marketing. If you boost key posts on your Facebook business page, use a variety of content, use hashtags on Twitter, and use SnapChat as a teaser you'll be able to win more followers and hopefully get more sales. Getting a large social media following can take several months or several years. You just have to stick to it and keep using a mixture of strategies to get the right result. 

 

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Christine is a content marketer who is passionate about building the online presence of startups and small and medium-sized enterprises. You can view more of her work by clicking here. Interested in hiring her services? Complete the contact form found here.

 

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Creating Content that Sings

    Digital content is often viewed as a static portion of a business’ marketing strategy. An article or blog post is created and it just sits there. Begging for likes and shares…begging to be noticed. Content is far more than a bunch of words that are churned out to fulfill the need to write consistently. Content is dynamic. It speaks to a need that a reader doesn’t even realize he or she has.  Creating content that speaks to potential customers in this way is what makes a winning content marketing strategy. Content marketing serves two purposes: attracting AND converting customers.  The content you write must, therefore, be REAL.     R- Relevant     Content has to be relevant to the consumer. Think carefully about your target audience. What are their interests? What matters to them? Finding the answers to those questions is the beginning. Using these answers to craft content is what truly matters.     A strategy that can be used to create relevant content is capitalizing on trending stories. Hurricane Matthew, for instance, is presently a hot topic. The Hurricane has sparked discussions about the corruption surrounding major donor agencies that have yet to provide Haiti with much needed assistance.  Writing an article that speaks to this would be relevant in this time period.     E- Engaging     What you write is equally as important as how you write.  Your writing should flow like a melody. It should sing to the reader and compel the reader to take some type of action. Inject bits of humor can liven up content and make it more engaging.  Using a mixture of long and short sentences is also a good strategy.  Think about your reader and write in a way that would appeal to him or her.     A-Applicable     Some of the best content inspires the reader to take some form of action. A reader who engages with your content should be able to find aspects that can be applied to his or her life or business. Applicable content gets more likes and shares. It’s what the reader desires without even knowing it.      L-Linked     Readers should be able to see the link between your content and your business. Your content should be authentic. You shouldn’t oversell, but the content that you write shouldn’t be completely unrelated to your niche. Writing unrelated content can create confusion in the mind of the reader and move you away from your target audience.          Content marketing is powerful. It places businesses on the map and keeps them relevant to their customers. Learning how to utilize its power can help your business tremendously. Always remember to write REAL content and you’re bound to succeed. You can find more tips in this article from the Digital Branding Institute.    _____________________________________________________________________________   Christine is an aspiring #content marketing professional who is passionate about creating stellar content. You can find out more about her and her business at cemwritingservices.com.

 

Digital content is often viewed as a static portion of a business’ marketing strategy. An article or blog post is created and it just sits there. Begging for likes and shares…begging to be noticed. Content is far more than a bunch of words that are churned out to fulfill the need to write consistently. Content is dynamic. It speaks to a need that a reader doesn’t even realize he or she has.  Creating content that speaks to potential customers in this way is what makes a winning content marketing strategy. Content marketing serves two purposes: attracting AND converting customers.  The content you write must, therefore, be REAL.

R- Relevant

Content has to be relevant to the consumer. Think carefully about your target audience. What are their interests? What matters to them? Finding the answers to those questions is the beginning. Using these answers to craft content is what truly matters.

A strategy that can be used to create relevant content is capitalizing on trending stories. Hurricane Matthew, for instance, is presently a hot topic. The Hurricane has sparked discussions about the corruption surrounding major donor agencies that have yet to provide Haiti with much needed assistance.  Writing an article that speaks to this would be relevant in this time period.

E- Engaging

What you write is equally as important as how you write.  Your writing should flow like a melody. It should sing to the reader and compel the reader to take some type of action. Inject bits of humor can liven up content and make it more engaging.  Using a mixture of long and short sentences is also a good strategy.  Think about your reader and write in a way that would appeal to him or her.

A-Applicable

Some of the best content inspires the reader to take some form of action. A reader who engages with your content should be able to find aspects that can be applied to his or her life or business. Applicable content gets more likes and shares. It’s what the reader desires without even knowing it.

L-Linked

Readers should be able to see the link between your content and your business. Your content should be authentic. You shouldn’t oversell, but the content that you write shouldn’t be completely unrelated to your niche. Writing unrelated content can create confusion in the mind of the reader and move you away from your target audience.

 

Content marketing is powerful. It places businesses on the map and keeps them relevant to their customers. Learning how to utilize its power can help your business tremendously. Always remember to write REAL content and you’re bound to succeed. You can find more tips in this article from the Digital Branding Institute. 

_____________________________________________________________________________

Christine is an aspiring #content marketing professional who is passionate about creating stellar content. You can find out more about her and her business at cemwritingservices.com.

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