Facebook ups their targeting game

facebook-advertising

We have made it very clear that we are big buyers of the Facebook Ads platform and all that comes with it here in this blog before. The Social Network provides unparalleled targeting opportunities and if you play the game right and are committed to staying the course, it can/will provide brands with an excellent ROI. We remain, ALL IN!

They just stepped their game up to a whole new level by adding to their already awesome custom audience groupings, that allow you to target people based on an action they took. Previously you were able to put Ads in front of people who engaged with Lead Ads, Facebook Canvas creatives and even videos.  We have seen excellent results, especially when retargeting those who have watched video content.  This is an excellent way to move users down the conversion funnel.

They have now added to this group and included the targeting of users who have engaged with your page, known on the platform as “Facebook Page Engagement Custom Audiences.” This will allow marketers to go into the Ads Manager, create a new custom audience and create a new target group based on their engagements with your fan page during a certain timeframe.

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You can create audiences based on the following types of engagement:

  • Everyone who engaged with your Page
  • Anyone who visited your Page
  • People who engaged with any post or ad
  • People who clicked any call-to-action button
  • People who sent a message to your Page
  • People who saved your Page or any post

Now you can glean more value out of the people who actually engage with the content you put out and better leverage your community management efforts. Brands can zero in on the users who are actually taking time to engage with their fan page, and hit the right fans (or random users) rather than going with a shotgun approach to all fans or friends of fans, many of whom will never engage with our transact with them.

This is a very exciting opportunity for serious social media marketers, and one we will be attacking right away for our clients. For some more detail on this new rollout and a breakdown on how to easily create these types of audiences, click here.

 

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On being thankful…

be-thankful-inspiration-wallpaperOn this Monday of Thanksgiving week, I am feeling especially thankful for the things in my life.  Personally speaking, I am most thankful for my amazing wife and kids, for supporting me in my professional journey (which has many highs and lows mind you) and for my friends (and other acquaintances) for motivating, helping, advising and even just promoting me in their lives.  I have written about employing a gratitude attitude in this blog before and it is true now, more than ever!

Professionally speaking, I have an amazing and talented new hire starting today, two new (referred) clients kicking off this week and three calls for new business opportunities before turkey day. Cherry on top- I received a note from one of those new clients telling me that it was the gratitude blog post above, as well as the piece I wrote on “Core Values” that convinced them to sign with us VS. someone else.  While that is not the reason I write them, it is is a perfect example of how content marketing works.

You cant fake it, you need to feel it in your bones.  When you put out good energy, it typically comes back to you in various ways. It doesn’t always happen right away, but you should stay the course. Doing the right thing is always the right thing and if you are passionate, honorable and hard working then good things come.

I am thankful for all of those (family, clients, employees) who allow me to even be in the position to do what I do. Thank you! :)

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Referrals from all angles..

Sircle Referrals

I have written about how referrals make the world go round, on this blog before and once again I am reminded how true that is. Last week I received 6 referrals for business and they came from a variety of sources, all of which are appreciated more than the referrer knows.

Two came directly from happy clients, which are the most common types in my business. Those are obvious and awesome when they come to us and are a clear sign that we are doing great work for our clients day to day.

Great work and service, empowers WOM – Word of Mouth!

Two came from PR partners who had worked opposite us on brand relationships. Many of our clients have a PR Firm on hand and we are often forced into their sandbox and ordered to play nicely together. We used to get a lot of pushback from those partners as either A) they were trying to diversify and get into social media services and/or B) they just felt threatened by the new agency in the ecosystem. I have always said that we don’t offer PR and we believe that our efforts augment everything they do and vice versa. It is so nice to see that some of these firms have changed their posture, AND that they felt we offered great service and could pair very nicely with their offerings.

Teamwork does, make the dream work!

One came from the very type of relationship I referenced in my earlier blog post above. Someone I had mentored two years back, had landed at a new company and immediately told them they needed to hire us for their social media needs.

Long game, paying off!

The final and perhaps most gratifying one came from a former (and internal favorite) client, who left us abruptly earlier this year. They hired a new Director of Marketing who came in with their own ideas and agenda and ultimately pushed us out. This is hands down the number one reason for churn in our business and is so unfortunate, because if communication is excellent, it is usually unnecessary. Regardless, it was so great to receive this particular referral, as it was a statement that although we are no longer dating, they remain a fan and convinced that we add a ton of value. So much so that they recommended the client “hire us right away to learn and implement a real, make sense social strategy” and that client couldn’t wait to get started.

Client relationships don’t always end, just because they stop paying you!

I remain convinced that if you are passionate, provide great service, work hard and don’t lose your cool, that you can generate a referral funnel from all types of sources.  Everyone you come in contact with should be better off for having met you and you should leave an indelible mark on each of them. Do it, and they will remember you when the time is right and be your biggest advocates.

 

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On real social media strategy, that solves client needs…

Our client IMDbPro, (an Amazon Company) was referred to Sircle Media because they were seeking a social strategy that was right for their unique business. They are really focused on new user acquisition for their paid service, which focuses on all types of professionals in and around the entertainment industry. Whereas their consumer facing brand IMDb, can rely on countless movie quotes, actor backstories and unlimited useful (and sometimes useless) movie facts and pieces of information to help them create and cultivate a community, the Pro version has more of an uphill battle.

Sircle explained they needed to do a better job with conveying the USP’s of the platform, many of which lived only behind their pay wall.  We suggested moving some of their powerful video testimonials to their homepage, so new prospects could get a taste of the benefits they could expect from a subscription to the service.

We also recommended featuring a free 30 day trial to reduce the risk for new users and help get them into the brand’s marketing CRM channel.  We then created and implemented the use of video (as seem above) to help them convey the ease of signing up and to earn them more visibility. This type of clean and simple video content, is effective at conveying a brand’s key marketing messages and is a surefire way to hack more impressions on social media.

This creative will be used for organic messaging, as well as on paid social efforts.  We will optimize for reach and then retarget users who viewed the video, with messages that will move them further down the funnel.  Social networks provide targeted pools of individuals that you can serve smart messages to, and video arms you with a powerful tool that earns more impressions than all other forms of content.

Our suggestion is that brands reverse engineer what they want to have happen, without over thinking how social platforms will help at the outset. First identify the barriers to conversions and then work to remove them. Next, capture your USP’s through video, to properly convey your marketing messages and accelerate the reach of that content. Finally, deploy on social media platforms and add gasoline to the fire with paid social efforts.

Wash, rinse, repeat!

 

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