Tips for Free Facebook Advertising

A view of Facebook's logo May 10, 2012 i

Companies need to make money. One way that Facebook is trying to boost revenue is in advertising. To do this, they have been putting more pressure on brands that use Facebook for marketing and advertising to pay for the space they’re using by reducing the organic visibility on people’s timelines.

In order to outsmart Facebook’s algorithm, here are some tips, courtesy of Search Engine Journal, on how to stay visible organically on your brand’s followers’ newsfeeds.

1)   Content

It may seem obvious, but one of the easiest ways to stay relevant and visible is by producing amazing content that people want to see. The more people enjoy the content they see, the more they will interact with it via “likes” and comments. This engagement will help your page gain fans, keep fans, and stay visible.

2)   Use analytics

The Engine Journal recommends Facebook Insight to track data for Facebook pages. This website helps you evaluate your success and failures in different aspects of Facebook usage. It provides information in five categories: likes, reach, visits, posts, and people. Use this website to help you target areas on your page that need more work and attention.

3)   Keep an eye on competitors

In the world of business it is important to know what your competitors are up to. Use sites such as Simply MeasuredSocial BakersQuintly, and Buzzsumo to view what tactics your competitors are using to have success on social media.

4)   Get to know your fans

Instead of forcing product down your followers’ throats (studies show they don’t like that), try engaging with them. Use your Facebook page to show what your brand values and humanize the company. Make sure your posts encourage conversation and community to gain fans and to get them to stick around.

5)   Don’t take shortcuts

There are a lot of ways around putting in the work for social media, but genuinely working hard and honestly is what will ultimately get you ahead. Don’t be lazy with your social media.

Advertising on social media is a great way to interact with your brand’s fans, especially if you can do it for free. Keep these tips in mind to be successful while managing a brand’s Facebook page.


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8 Ways to use Facebook Video for More Engagement

FB Video

Facebook videos are becoming more and more popular. Here are some tips on how to take advantage of the benefits of Facebook video.

1. Inspire Viewers

Inspirational videos are shared more than sales messages. You don’t need a lot of money or a large film crew, just be honest and relatable. Videos are great for communicating a story, so use them to your advantage.

2. Educate Your Audience

Give a few quick top or teach something useful to your audience. A makeup tutorial, a recipe, or a “how-to” videos are always great.

3. Be Entertaining

For most people Facebook is a fun online tool to keep in touch with friends and stay relevant. Entertain your audience with informal fun videos that serve your business’s purpose like interviews or a “behind the scenes”.

4. Add a Featured Video

Featured video are always being uploaded and shared on Facebook. When you add a featured video, the video become prominent and is place above your About section and larger on your Videos tab. You should use this area to promote an event or just your newest video. Featured videos must be enabled by Facebook for your account and there isn’t a way to request it. You’ll know you have the video when you to the Video tab and see the Add a Featured Video button. The featured video is always editable and can always be changed.

5. Create a Playlist

You can also add playlists on your Video tab. You can have multiple playlists in order to control people’s experience navigating through your videos.

6. Use the “Watch Video” Call-to-Action

The Call-to-ACtion button lets you draw attention to a video on your website from your Facebook cover. This can be a traffic-driver for people who visit your page. There are multiple options for the Call-to-Action button.

7. Boost Video Views With an Ad

You can always give your video an extra boost with a Facebook video ad. If your video is inspiring or teaches something, you will be guaranteed automatic shares. An ad budget will make the video get more shares and receive more views.

8. Embed Facebook Videos in Blog Posts

Facebook videos have an Embed feature comparable to YouTube. The videos will play in the blog posts and someone can easily access comments and interact with the post itself. In order to embed a Facebook video, you must first navigate to the full video post. Click on the date stamp or go into the Video tab and select the video then select the Embed Post link on the right sidebar. When you click Embed Post, a pop-box will appear and you can copy and paste the code onto a blog post or website.

Facebook Quick Tips

  • Keep it short. 
  • Use good editing and lighting in the video.
  • Have movement in the first 2-3 seconds.
  • Have a good thumbnail.
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Facebook To Overtake YouTube

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There seems to be an infinite social media platforms to choose from. But, it is still important to maintain a strong Facebook presence. Social Media Examiner  recently shared  five research findings about Facebook and its impact online marketing:

According to 2014 website analytics, Facebook has four times more traffic than Pinterest, it’s nearest competitor. In just over a year, Facebook’s share of sending traffic to websites increased by 115%. This means that people are more likely to be redirected to other sites while scrolling through Facebook, as opposed to other social media platforms like Pinterest, Twitter, or Google+.

Video Uploads
Between January and June 2014, content creators uploaded 50% of videos directly to Facebook, instead of using a third party platform such as YouTube. In fact, researchers predict that direct Facebook video uploads will surpass those uploaded to YouTube by the end of the year. This may seem surprising since YouTube is a website created for the sole purpose of video uploading, but Facebook has consistently outperformed YouTube in views and engagement.

Mobile Usage
Nowadays, consumers access their social media accounts through their smartphones 71% of the time, and 24% of total social networking engagement happens on Facebook. Facebook is using these statistics to their advantage by constantly improving and expanding their mobile platform. In October of this year, Facebook acquired WhatsApp, the number one mobile messaging service.

Social Logins
In 2014, Facebook authenticated about 50% of all social logins. The other half of logins came from five separate social networks, making Facebook by far the biggest leader in social logins. Social logins are convenient for consumers, making them far less likely to abandon the registration process.

Email Offers
In a study examining the effectiveness of email outreach combined with Facebook advertisement, it was found that subscribers who opened their emails and were exposed to ads were 22% more likely to make a purchase.

Facebook has still proven to be extremely effective in increasing brand awareness, visibility, engagement, and email marketing. We don’t see Facebook going anywhere for a long time.

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Understanding Facebook’s Remarketing


You may have already noticed that Facebook has been going through a lot of changes through it’s ads interface.
Social Media Today explained Facebook’s remarketing as, “tracking traffic to a website, specific pages within the site, or more granular pieces of content (such as a specific product) and serving them ads on Facebook relevant to the content they were searching on the site.  It is a very easy process to set up, launch and optimize.”
Below are three steps to help you better understand:
1. Build Your Custom Audience
Facebook has created a code that will capture people that come to your site. They will then capture these people and match them to already existing Facebook profiles and automatically place them in your “audience” tabs within your ad manager.
2. Build a Lookalike Audience
With Facebook’s Power Editor you can use an already existing customer audience you may have and create another custom audience with the same interests and demographics.
There are two lookalike audiences: Lookalike for Similarity which garners less reach but a more precise identification and Lookalike for Reach which  provides a greater reach but less precise identification.
3. Segmented and Contextually Relevant Ad Creation
Once you have completed the above steps you are then able to create content that aligns with your website but is also specific content that your audience has shown an interest in.

To read more about Facebook’s remarketing click here.

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Are You Getting Enough Out Of Facebook Ads?


Sometimes it can be hard to stand out amongst your competition. This is definitely true when it comes to Facebook Ads. Which each update Facebook rolls out it becomes even harder for small companies to get the impressions and page likes they want.

Social Media Examiner wrote an article explaining 4 marketing tactics that can help you with your Facebook Ads.

1. Add An Ask
Do you want 40,000 page likes? How about 400,000? Have you ever considered just asking for them?
Ask for the number of likes you would like but also add an incentive to help you reach your goal.
Remember to make your graphic pleasing to the eye and to include the offer in print within the image.

2. Go Retro 
People love to reminisce, so give them something to reminisce about! Show how your product or company has evolved over the years. You can even tie it into an already existing theme such as #TransformationTuesday or #ThrowBackThursday.

3. Encourage An Escape 
Who doesn’t love to get away? Especially when it’s 2:30 on a Tuesday and you still have a massive amount of work to get done.
Post a graphic that the audience can see themselves in, it does not need to include any people or even your product just a great catchy headline.

4. Stay Current 
Pop culture is a way to connect with your audience and stay up to date on current events. Is there a large sporting event or award ceremony coming up? Take the event and relate your brand or company to it.
Make sure that you stay timely and also on brand.

There are just a few tactics for you to use in your Facebook advertising arsenal. Have you used these of these strategies before? Let us know in the comments.

To read the article from Social Media Examiner click here.

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Dark Posts: Test Your Content


If you already have an established fan following on Facebook and do not want to spam the people who trust your brand, then why not take advantage of Dark Posts? The primary use of Dark Posts is to create unpublished posts in order to test your message. Before this feature, pages that wanted to test content would have to blast their message out to their entire fan base, and most were against this strategy for obvious reasons.

Targeted Posts

Let’s say you want to test a message to a specific group of people among your fan base. With Facebook’s targeted posts, some of these problems were solved. Targeted posts allow page managers to limit their posts to a specific group of fans.

Although this is a cool feature, there are substantial limitations. For example, there are only seven means of narrowing down your target market: location, language, gender, age, relationship status, education status, and gender interested in.

Dark Posts

This feature gives page managers total control over who sees what message. For the first time, you can create posts for the sole purpose of promotion, and the content never has to show up on your page.

The other major use for unpublished posts is to cater messaging to certain populations of people. As mentioned earlier, some of these capabilities exist with targeted posts, but the added layer of interest targeting makes unpublished posts an even better option.

Limit Yourself!

Yes, unpublished posts are great for message testing, but make sure you always stay true to your brand on Facebook. DO NOT use Dark Posts as a way to deviate from the overall voice of your page.

Always remember that promoting unpublished posts that have nothing to do with what your page offers, what your product does, or what your brand is about are misleading and will only result in you losing fans.

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Rolling in the Deep: Instagram Analytics


This week Instagram launched deeper analytics for advertisers. With these analytics they offer greater visibility into how their campaigns are performing on the network.

The new metrics, similar to impressions, reach and engagement will be great tools to provide data to advertisers and marketers. According to Mashable, the Facebook-owned photo social platform plans to start the program to all potential advertisers in the coming months. For now, instagram has rolled out to their ad partners. Their ad partners range from Levi’s to Taco Bell.

These analytics will allow advertisers and marketers see an age and sex breakdown of users who are interacting with the brands. Moreover, there will be visibility to how an ad on Instagram will look like on a mobile phone. Advertisers can also get a detailed view of the posts and ads they have previously done. They can sort it out by chronology, impressions and likes. Instragram also created a raw data feed, which advertisers and marketers can use to sort data.

With these deeper analytics it will be easier to see which creative outlet works the best for various brands.

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Facebook Changes to Know: A Little Goes A Long Way


Facebook changes constantly, sometimes in a big way, sometimes in a small way. Or in this case, the small ways are big! Understanding Facebook and how to use these changes to your advantage can help in your business and save you a lot of time. Here are 10 changes to Facebook you may not have noticed:

1. Photos

Photos now have a new size – bigger and better than ever before. Photos are 25% percent bigger in the new one column format. Facebook photos squares are now 504 x 504 – a size to take advantage of!

2. Tabs

Facebook tabs are still there, but different than before – where before Facebook tabs were displayed as images, now there is a text link to your first tab and a drop down menu to view the rest

3. Left Menu

Left menu sections are now moveable! Everything that is not a page post is now in the left side bar – you can easily move these sections by clicking manage sections with the pencil icon and dragging wherever you wish.

4. Activity Tab

The activity tab now is home to messages and notifications – you can view, respond, and manage messages on your page from the tab.

5. Facebook “Use As” Option

The Facebook “Use as Page” Option has moved – to find it, you must click the drop down arrow at the top right of your Facebook page. From there, click “Facebook Use As” and select the page you would like to use.

6. Website Links

The “About” section of your Facebook automatically displays the URL link to your Facebook page – a link that you had to use hacks to retrieve before, is now easily accessible right on your Facebook!

7. Reviews

If you have a local business page, your reviews will now be easier to find and read. Located right under the profile image at the top left of the page, simply scroll over see a breakdown of your ratings.

8. Posts to Page

Posts to page are now more visible and, like everything else, has moved to the left side of the page – larger and more visible than before so you can be sure not to miss it!

9. Settings

They key settings of your Facebook are now bundled in one area under the settings tab – make it easier to find and update!

10. Page Action Snapshots

Snapshots of page action are now available – the snapshot allows you to look over statistics of the week just by hovering over different areas of Facebook, such as page likes or post reach, to see more information.

These little but significant changes to Facebook are important to know and understand, both for personal and business use of Facebook. Social Media Examiner does a great job on elaborating why!

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Should You Press Play?


Last Monday, Facebook tweaked its News Feed algorithm by including a new video ranking system. The system, designed to indicate the outreach of video content, aims to target those viewers who routinely press the “play” button. Therefore, people who routinely watch videos will now expect to see more videos at the top of their News Feed, while viewers who do not watch frequent videos will see less.

The improved News Feed algorithm will not only allow Facebook too provide more videos to their users, but also it will allow the company to see which users are most engaged with their video ads. The updated algorithm plans to further the success of its video ads in appealing only to those who watch them.

Facebook explains that while more videos will be uploaded, instead of image-based ads, there will be no affect to other types of video content, including YouTube. The updated algorithm is just one of the upcoming video-related changes that Facebook has announced recently. Overall, Facebook is targeting their users individually to see what their activity habits are to help increase the use of video ad campaigns.

Mashable tells you everything you need to know about Facebook’s new video ranking system.



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Target The Right Audience With Facebook

Nowadays, virtually everyone is on Facebook. But did you know virtually everything about everyone, is also on Facebook? From internal information about it’s users like behaviors and interests to external from the U.S. Census and the DMV, Facebook has virtually everything an advertiser could wish to know about it’s consumer. With it’s high amount of users and it’s even higher amount information, Facebook seems to be an advertising jackpot. Here are three ways to utilize Facebook to target your audience:

1. Use Demographic Data to Hone Audiences

Using the demographics collected by Facebook could make a substantial difference in targeting audiences. Here’s a breakdown on how to utilize these demographics in a Facebook ad:

  • Create an ad
  • Scroll down to audience options
  • Click more demographics button

The demographics button displays 10 categories, from relationships to politics, each of which further have category subsets, allowing over 100 demographic options to target your audience.

2. Segment Interest to Lower Ad Costs

Facebook collects interests from user content, from pages liked to interests and activities. Once you target your interest, Facebook helps you further break down that interest and target your audience by providing a list of related interests.

To do this:

  • Go to interests
  • Select an interest from the 10 categories
  • Select a subset from the interests list to view suggestions

3.  Incorporate Behavior for High Conversion

Behavior marketing typically consists of offline behavior and is crucial in creating conversions. Facebook provides a detailed list of behavior activities, from automotive to digital to financial activities, and like the others, provides suggestions. Simply:

  • Go to behaviors
  • Select behavior activity from drop-down menu
  • Select any of its subsets to open a new list of options you can use to segment your audience

The most important thing to take away from this is that targeting the right audience is crucial. The Social Media Examiner does a great job explaining the importance of targeting your audience and further explaining these important steps!

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