Digital Marketing for business growth. Social Media Marketing, e-commerce, copy writing, design and strategy. Let's connect, engage and create. Thanks for visiting. I update about every other day so please check back soon.
Facebook
has made available Promoted Posts. The idea behind promoted posts is
to get your posts into the News Feed of your fans and their friends.
All promoted posts will show in the news feeds of the people who like
your Page and, when they interact with the post, to their friends. These
posts will be labeled as "Sponsored" in the news feed. Promoted posts
will not be shown in the right-hand column of Facebook as an ad normally would. Thus, other than the words "Sponsored" they appear as a normal post would
To create a Promoted post:
1. Go to the sharing tool to create a post you normally would.
2. Enter your post details. Create the eye-catching headline that will engage your fans.
3 Click on the Promote drop-down button and set your desired budget. The budget you set is a lifetime budget and not a daily budget.
4. Click Save
Note: that the budget you set for your promoted post is a lifetime budget
that will run over the entire duration of your promoted post. Just like
with ads, you may be billed daily to the primary funding source you’ve
designated in your Ads Manager, and only for the amount that is used to
run your campaign. You can view your primary funding source as well as
access invoices from the gear drop-down in the "Promote" button, or from
your Ads Manager.
Promote any post you've created in the last 3 days.
1. Go to any post you've created in the past 3 days on your Page timeline
2. At the bottom the post, just below where people can add a comment, you'll see the Promote button. Click on it.
Note: Pages need to have at least 400 likes before Promoted Post is available for that page.
More is better. To be better is to have more. That’s what we’re typically told. With Facebook this same idea rings true more often than not. Survey the landscape on Facebook and see that most every page displays the Facebook iconic “thumbs up” and number of “Likes”, THE badge of “Social Proof”.
To be successful with digital marketing business owners and marketers need to approach each “Like” or “Follow” as a beginning rather than an end. Success using Web 2.0 tools should not be measured solely in the number of acquaintances we make. Focus must be on how deeply we engage and keep our business fresh in people’s minds while generating sales. While Web 2.0 is about “enable and facilitate”, growth, and sometimes even business survival depends on the “marketing” aspect of “Social Media Marketing.” Ultimately, marketing leading to sales are the results that matter.
The following can help you turn Facebook Likes into more results; and that more is better.
1. Start with a Compelling Offer
In Facebook Offers we detail how to create a compelling “Offer”. Design campaign offers with your customer in mind. Put yourself in their shoes. Read your offer out loud and see if it makes sense. Read it to a friend, spouse, and family member. Get their feedback. Sometimes we can become too familiar with our own work that things make sense to us because we’re subconsciously filling in blanks or interpreting our message. Don’t fall into that trap. I think we’ve all run across offers like that before. You probably tuned them out completely or maybe even stopped following that company figuring if they can’t craft a simple message how can they do anything right.
If your offer is customer centric, makes sense, gives value, easy to redeem / use your customers will respond and tell their friends about it. I created an offer for a client that went viral and 5x times the number of views as the client had “Likes”. This is the exact Offer I use as an example in Facebook Offers.
2. Build and Execute a Campaign Plan
The most successful campaigns aren’t single, one and done posts. They will generally span a few weeks as they build, peek and taper off. Your customers may need to see on offer a few times before they respond. That’s normal. Consider testing a measuring a few variations of your message during the build period. Stick with the message getting the best results.
3. Create a full Campaign and Promotion Plan
Promote your offer across your various channels. Use Facebook, Twitter, Linked In, Fousquare, Google +, email to get your message out. You will need to tailor your message for each platform. Keep the core message consistent. Make sure your customer that might see the promotion on different channels can tell it’s the same promotion, otherwise this may lead to confusion and confusion kills engagement and results.
4. Once Engaged Stay Engaged
Great marketers keep fans engaged once a campaign ends. It’s at this time you are fresh in their minds and they are most likely to respond. Now is the time to start a two way conversation. You’ll have a few days to get feedback more readily than at any other time. Ask questions, gather feedback and engage.
5. Keep Going with a Fresh Campaign
In step 2 we talked about a 2-3 week plan, in step 4 we talk about engaging and feedback. That translates into about a 4 week timeline for each campaign. Take your time to analyze the results, then, start a new campaign. Repeat successful results but not campaigns. Be careful and do not train your customers to come to think of your brand or business as a steady discounter. You want to use campaigns to engage fans and stimulate sales. Vary your campaign. You may not want to train your customers to put off buying from you at full price because you got into a predictable pattern.
Businesses are driving revenues using social media tools such as Foursquare, Facebook, Twitter and more. Today we’re focusing on Foursquare; what it is, why it’s popular, how it can drive customers into your business and the analytics available.
Foursquare it’s very social, very engaging and a very different experience from other social networks such as Facebook or Twitter. GPS functionality, ease of use and gaming attributes make discovering new places fun, rewarding and a quest on its own.
Foursquare
Foursquare is a leader in mobile social networking and local merchant services. Foursquare mobile applications leverage gaming dynamics to help users meet up with their friends on the go, discover what’s nearby, save money, unlock coupons and deals and post reviews of places they’ve been.
Foursquare Data (updated April 2012)
Users: 20+ million worldwide
Check-ins: 2+ billion, millions more each day
Foursquare Badges
Businesses using Foursquare: 750,000+
How Customers Use Foursquare
People use Foursquare on a local level to broadcast to their friends where they are. They also use Foursquare to find local deals and specials which may be the differentiators in deciding what restaurant to go to or what night spot to meet up with friends at.
When visiting new communities Foursquare has a “Search” feature that allows customer to discover places. These are categorized as Top Picks, Specials, Food, Coffee, Nightlife, Shops, Arts & Entertainment, and Outdoors. Top Pick and Specials categories are reserved for those businesses that are top choices or offer specials.
Activities on Foursquare have point values and it’s these point values that drive the gaming excitement and uniqueness of Foursquare. For example, a new check-in may be worth +3 points. Connected friends compete to see who can score the most points, collect the most badges or determine who the “Mayor” of a venue is.
Customers also leave “Tips” which are similar to reviews and their own images of the places they have been.
How Businesses Benefit
Foursquare allows you to find new customers and form deeper connections with your best ones. When people check in on Foursquare at your business they are broadcasting to their friends and their social networks that they are at your business. This is an endorsement and mention for your business, and we all know referrals are a great way to drive foot traffic.
New Customers & Traffic Generators
With Specials, businesses reward their customers and bring more attention to their venue and generate new business. When a businesses runs a special the listing gets highlighted and stands out considerably from those not running specials.
Specials
Swarm Special , Example, "If 30 people check in at once, get 25 cent wings"
Friend Special, Example, “Check in with 3 friends and get a free dessert”
Flash Special, Example, "The first 10 people that check in after 8pm get 25% off their order"
Newbie Special, Example, "Get a free cupcake on your first check-in"
Check-in Special, Example, "Get a free appetizer when you check in"
Reward Existing Customers
Loyalty Special, Example, "Get a free cookie every 3rd check-in"
Mayor Special, Example, "Mayor gets 20% off their entire bill"
Note: Specials are only for claimed venues. If you have not yet claimed your business on foursquare, click here to get started. You need a Foursquare user account to claim a venue. You do not have to have a smart phone to create an account, although it does make it easier to understand once you’ve used it on a smart phone. You can get started in just 90 seconds. I explain how here.
Once you’ve claimed your venue and started offering specials you will want to promote your special online and offline. Promote your specials online using Facebook, Twitter, your website, wherever you can. Offline use flyer's, window stickers, chalkboards, whatever and wherever you can to draw traffic. Read more including case studies and results achieved here.
In this video I show you step by step how to create a special in under 4 minutes.
Portion of your venue’s foursquare check-ins that are broadcast to Twitter and Facebook
It’s super useful, and can be used to tailor your Specials (or even your business).
Get Started
You can get started in just 90 seconds. I explain how here. Remember, you need a Foursquare user account to claim a venue. You do not have to have a smart phone to create an account, although it does make it easier to understand once you’ve used it on a smart phone.
Claim your venue Head on over to this page to claim your listing and get full access to all of Foursquare’s free tools.
Create a Special After you’ve claimed your venue, start creating Specials (for free!) to get new customers and reward your loyal ones.
Grow your business Engage your customers, learn more about them, and help new ones find you. The foursquare Merchant Platform has all the tools you need.
Get More Social Media Ideas and How To
Drive more business with How to Launch Facebook Offers, Brand Building on Facebook, Best Time to Post on Facebook and Twitter, How to Super Charge your Facebook, How to use Facebook and Linked In groups http://netprofitsmedia.blogspot.com/
Getting traffic to your website or blog can be tough,especially if you are a small business or an individual blogger. The good news is two of the biggest social media networks have tools to tap allowing instant access to targeted audiences. These tools are called Groups. Groups on Facebook and Linked In are exactly what a “group” sounds like. Like-minded people connected for the purpose of sharing resources, insights, best practices, getting advice, mentoring, etc.
Join Groups to post messages, either by starting a new message (conversation) or by responding to an existing thread. Include a link(s) to your website or blog. Many groups allow polls and have simple tools for creating and monitoring them.
When posting, be aware of the group rules which are usually linked for all to see. Be sensitive to the number of post you create and aware of how group members perceive the nature of your posts. You certainly don’t want to be seen as an intrusive spammer. Some Groups give warnings; some just kick out offending members. Each group has different rules.
Facebook Groups
According to Facebook, Groups are close circles of people that share and keep in touch on Facebook.
Find Groups on Facebook is using the Search tool.
Simply enter your keyword or term and click the search icon. Here’s an
example using the term Blogging. Once the results are returned, click
the link at the bottom that says see more results. You will then see
“All Results”. From here you are able to filter. Simply select “Groups”.
Hover over the name of the group to get a short description of the group. Clicking on the group name will take you into the group page where you have read access. Join and you’ll be able to post and spread your messages to the group members.
LinkedIn is the world’s largest professional network with over 120 million members and growing rapidly. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.
There are Groups useful for engaging your audience with practically any professional interest. In fact at the time of writing this article there are 1,294,632 Groups on Linked In. Narrow down and target relevant Groups by subject using the search tool.
Linked In also provides a valuable summary of each group:
Once you know the best time to post you can zero in and get the best results and most traction from your post. Armed with the day and time of when your fans most engage with your brand you are now able to post that awesome special or promotion that drives in business and rings the cash register. We previously covered this subject with study results and testing methods at Best Time to Post.
Summary
Groups are a great way to reach and engage a targeted group of people that have an interest in your product or service. Join a group today and drive traffic to your website or blog.
Target new customers and gather more "likes" when you combine a Facebook ad with a landing page. Simply create an offer, target your prospect and direct them to your Facebook landing page to redeem your offer in exchange for their "like".
Example Business Owner
Let’s say you are a Pet Store owner / dog groomer. You want to get more traffic into your store and have a small budget. TV and even 15 second radio ads are out. Print ads might work but you don’t really have any print ads material made and don’t know any graphics people that work real cheap. But you really want pet owners within walking distance of your store that your place is awesome. You can.
10,000 Foot View
The concept is to run an ad using Facebook with an offer that a prospect responds to by clicking the ad. The prospect lands on your "Welcome" page. They likes your page in exchange for the discount or incentive you are offering for their "like". The prospect brings the coupon they just got from your Facebook page into your store, tries your service or product, loves it, loves you and is a customer for life. They are now a fan, see your branding, posts, offers and come in over and over to buy from you. Basically it’s an introductory offer to get the customer in the door, a concept that’s been around forever with a new twist, the "Like" for branding purposes and ongoing engagement.
Facebook Ads Budget Friendly
Small Budget Friendly. Start with just a few bucks a day. Technically, the minimum daily budget for any campaign is $1.00. Let’s say you set your daily budget at $10. That doesn’t automatically mean you will spend $10 per day, just that you will spend no more than $10 per day. You set your daily budget for whatever works for you. Run your ad for a day, a week, a month, whatever you like. You're in total control of your ad and can change it whenever and as often as you like. For full documentation and creating a Facebook ad see https://www.facebook.com/business
Landing Page
When your prospects click your ad they will go to your landing page on Facebook to accept your offer in exchange for their “like”. If you missed how to make landing pages I go over how to create custom pages including landing pages plus give you access to free tools to do it at How To and Tools to Engage Facebook Fans.
In what signals another step forward for the Facebook mobile platform, Facebook today announced that for the over 900 million people that use Facebook, the App Center will become the new, central place to find great apps like Draw Something, Pinterest, Spotify, Battle Pirates, Viddy, and Bubble Witch Saga.
App Center
A new place for people to find social apps. The App Center gives
developers an additional way to grow their apps and creates
opportunities for more types of apps to be successful
In the coming weeks, people will be able to access the App Center on
the web and in the iOS and Android Facebook apps. All canvas, mobile
and web apps that follow the guidelines can be listed. All developers should start preparing today to make sure their app is included for the launch.
Drive Mobile Apps
The App Center is designed to grow mobile apps that use Facebook –
whether they’re on iOS, Android or the mobile web.
From the mobile App Center, users can browse apps that are compatible
with their device, and if a mobile app requires installation, they will
be sent to download the app from the App Store or Google Play.
To grow your mobile app through the App Center, your app needs to use Facebook Login.
Quality Ratings
Based upon feedback ratings from users, apps will have a rating applied. Higher quality apps will receive prominent display while those receiving poor rating or don't meet quality guidelines will not be displayed.
Developers
You can create an app detail page in the App Center section of the Developer App. There you can upload images, provide additional details, and configure the permissions your app requires. Learn more about setting up your app.
Before creating your app detail page, read the guidelines
to ensure your page does not get removed. App detail pages that are
eligible for the App Center will be reviewed prior to being listed and
priority will be given to those apps that submit before May 18.
Foursquare has just introduced a new instant verification
for merchants. In just 90 seconds the merchant will be able to use all of Foursquare's tools:
A discount with purchase
Something for free
Special treatment offers
Reward your best customers with check in specials
Mayor special offers
and more
Foursquare says that as of today, over 750,000 business have signed up
to reach the company’s 20 million users via the free merchant tools
provided. The new verification feature is U.S.-only for now.
To get started go to Foursquare
https://foursquare.com/
Click on Business Attract and Retain Customers or just click the button right here.
To your success!
More ideas including how to Launch Facebook Offers, How to Super Charge your Facebook site and engage customers and more is at http://netprofitsmedia.blogspot.com/
In Facebook Brand Building we detailed what gets the most impressions on Facebook, and impressions drive results. Get more results from your Facebook fan page. What kind of results?
Start with more engagement which leads to more growth. Facebook sites can be so much more than just a few boring, do nothing tabs and posts. Without any technical mumbo-jumbo you can create an engaging experience to delight your customers, generate Likes and create lifelong fans.
Today we are going to show you how to super charge your
Facebook Page and engage your Fans.
Custom Pages / Tabs
“Like Us” incentives (Welcome Page). Create a Like Us / Welcome Page In the Value of a Fan we learned how valuable Likes are. A Like Us / Welcome page is great for offering an incentive for well, Liking. You may also use your custom Like Us / Welcome page as a Landing Page. Landing Pages, in conjunction with Facebook Ads generate a huge amount of new fans when running a “Like Us” promotion. I’ll cover “Like Us” promotions in a later post.
Instant Coupons Page. Nothing gets feet in the door better than a coupon. Create and post online coupons right on Facebook. Use tracking codes, expiration dates, all the good stuff.
Newsletter Sign Up Form (Page). Integrate with another awesome free email tool that I will cover in a later post. You do publish a Newsletter don't you?
Events Page. Not the wimpy do nothing version Facebook gives you. This one is actually great. Promote events with video, a countdown calendar, text, a Friend Invite tool and more!
Contests Page. With no limits what could you do with a Contest Page?
Videos (Watch Tab/Page) What is better to show off your business, location, venue, product or service than video. With smart phones that outpu HD video you can for practically nothing. How cool is that?
Mobile Text Sign Up Page. Offer your Facebook fans a way to sign up for mobile coupons. I recommend to clients to start Mobile Text Marketing this way to create a database of prospects BEFORE they even spend a penny on a mobile text service. This really allows them to maximize their Text Marketing ROI.
Menu Page - that's a no-brainer
Daily Specials Page - again it's so simple. Give your fans a reason to check your page daily.
Reviews - these are your fans not some random folks off the street stopping in for the first time. Your fans are your fans because they love what you do. Encourage them to give reviews - then use the reviews to get new customers.
Help Wanted - Making a Help Wanted page takes the same time as calling an ad into the local paper but you don't have to pay to run the ad. It's ultimately cheaper and probably more effective than the local paper.
These are just a few quick examples of what you can do. I’m sure you can come up with your own list of awesome ideas of how you could promote your business better on Facebook.
So, Go Beyond Plain
The plain and boring you see to the below is what you get and what you probably have on your page right now. Go way beyond the standard Photos, Likes and Map that Facebook gave you to start out with. It’s easy to customize and arrange.
Standard, plain and boring tabs
In fact, you may have noticed in an earlier image, I spell out the word WIN on my Net Profits Media Facebook page with the row of 4 visible tabs (and 11 more using the drop down arrow) from the home page tabs. Facebook does not allow the Photos image and tab to be moved. These images can be anything you want them to be. You just need an easy to use tool to create the pages.
Engaging Tabs on a Facebook Site
These are all 15 tabs (pages) at Net Profits Media's Facebook site. So you can see, you can really do whatever you want to connect with your fans and get them in your door or on your e-commerce site.
Here is the FREE Tool to Transform Your Facebook Site
Customize your site and your customers will thank you. Short Stack is an awesome, FREE tool that allows the DIY, non-techy person a simple and quick way to really maximize and leverage the fan experience on Facebook. Short Stack’s free plan is for pages up to 2,000 Likes.
Short Stack has awesome help pages, help videos, and even a Short Stack University for those that really want to go head first and create more elaborate pages so go ahead and check it out.
One of the most powerful tools you can use to promote your business is Facebook Offers. That's the good news. The even better news is that it takes just minutes to create an offer. Here we will go step by step from idea to redemption. I will make some simple assumptions as skip a few steps such as "Log into your Facebook account."
Step by Step
1. On your page, at the top of your timeline on the left hand side you will see an image listing: Status, Photo/Video, Offer, Event +
2. Click Offer, Event +
3. A dialog box will open. Click Offer. (This area also has other tools such as Event, Milestone, Question aka Polls).
4. A new dialog box will open and here's where we start to get down to business.
Make the Offer
Upload an Image - the image should be clean and uncluttered. A simple close up of the item is all that's needed.
Write a Headline - keep it simple and strong. This is the call to action and what will get people in your door.
Limit the Number of Offers People Can Claim - two thoughts here; create a large number. This leads people to believe you need a large amount to meet demand or use a small number to create scarcity and urgency. You decide.
Set an Expiration Date for your offer - simple enough
Add your Terms and Conditions - 1 per person, 1 per day, 1 per table, cannot be combined with other offers. Whatever is appropriate for your situation.
Example Offer
4a. Here is one I made for a clients. It contains a simple image, a strong headline. I like to start my headline with FREE when I can. I also like my headlines to be as simple as possible for clarity. I listed the number of free items, when the offer expires and the term.
At this stage if everything looks OK click the preview button.
Post the Offer
Your offer is now ready to post. Click the Post button.
The offer gets posted to your timeline for your fans to see.
Fans Redeem the Offer
When your fans click on "Get Offer" and redeem your fantastic offer they will receive a message and an email. They then have the option to print the email or take their smart phone into your venue and show the staff the redemption message.
Where to Promote
Where should you promote your offer?
Facebook
Email Newsletter
At the venue; that being the store, restaurant wherever the business operates.
Promotion Ideas and Creating Likes
Facebook and Foursquare Check In Flyer Offer Example
In an earlier post, Facebook Brand Building, we learned that combination text and image posts get more attention and traction. So coincidence that the Facebook template to create an offer is a combination text and image? Nope.
Taking that one step further, create some POP, flyer's, ads, whatever you want to call it for your store front windows, restaurant tables, bathroom walls, wherever you can put up a compelling reason for customers to visit your Facebook page.
Value of a Like
It may sound strange to offer a special once the customer is in the store but just because they are in the store doesn't necessarily mean they Like you on Facebook. On the flyer add a message to "Like Us on Facebook" and you may get a new fan. We detail that the value of a fan is $137 in the post "Value of a Fan". If you haven't seen that post you might take a look. Check back shortly. I am working on a new article that details exactly how to turn fan building opportunities into growth for your business.
It appears Facebook is giving the new Offers priority and pushing direct to fans News Feeds. The margarita offer I created in the example received 4x's more "Reach" than any other post I have done for that client. The "Engaged" and "Talking About This" figures are 2x's greater. Wow!
Once you have created your incentives for fans to "Like" your page you
must deliver engaging content to keep them coming back and building your
brand. This is defined in your Facebook Insight Analytics as "Reach".
Today we will show what gets the most views on Facebook and compare
text, images and combined text + images.
First let me point out that I search the internet high and low trying to
find information on this subject. I am already familiar with eye
mapping and eye tracking testing and subsequent results. While those
tests are certainly valuable I have not seen information that puts a
figure to the value. Well now we know.
Content View Study Method
I conducted a study of four of my clients Facebook accounts for the
month of April 2012; April 08 - April 26 2012, more specifically. A
tally and comparison was created using the actual post views per account
or more specifically as Facebook terms it "Reach".
Facebook Reach
Reach defined by Facebook: The number of unique people who have seen
your post. Figures are for the first 28 days after a post's publication
only.
Reach is a critical measure on Facebook and one that should be reviewed
often. This is raw data that shows exactly what posts your fans are
finding interesting as well as when and how you need to deliver it to
them for maximum results.
Study Results
Using plain text messages as the baseline, images receive 7.8% more
views and posts that are a combination of an image plus text get 12.3%
more views.
Conclusion
To receive the greatest amount of post views (Reach) on Facebook use a
combination of imaging and text to engage your Fans and create more
value for your brand. To add even more engagement to your Facebook fan
site please see Custom Facebook Pages Examples for ideas and a quick video with actual active pages and happy business owners just like you.
Google
Maximize ROI by knowing when the best time to post on Facebook and Twitter is. How long does a post remain relevant and in the news stream of your audience? Important questions when using social media to build traffic and ultimately drive revenues. All times listed are EST.
Best Time to Post on Twitter
According to the study and results published by bit.ly, the link shortening and tracking service, to get the most clicks to your link on Twitter post between 1:00pm - 3:00pm. Fewest clicks result from posting after 3:00pm on Friday and on weekends. Posting after 8:00pm should be avoided.
Best Time to Post on Facebook
The same study concludes Facebook links posted from 1:00pm to 4:00pm result in the highest average click
throughs, almost mirroring Twitter best click throughs times. The peak time of the week was on Wednesday at 3pm. Non-business hour links, those
posted after 8:00pm and before 8:00am will have more difficulty achieving high
amounts of attention. As with Twitter, avoid posting on the weekends.
While daily traffic starts to
increase around 9:00am, waiting until 11:00am will have your posts appear higher up in the News Feed of your audience.
Traffic from Facebook fades after 4:00pm. Despite similar traffic counts at
8:00pm and 7:00pm, posting at 7:00pm will result in more clicks on average than
posting at 8:00pm.
Rule of Thumb
These figures indicate Twitter and Facebook are most used during business hours, so as a rule of thumb the best time to post are very similar to the best time to reach someone if you were trying to call them on the telephone.
Confirm by Measuring and Tracking Your Posts
They key
to better click through results on Facebook is measuring and tracking using Facebook Insight for your business. Each business is unique and each may have different results. To maximize engagement and ultimately return, post, track and test.
Post a status update
In Facebook
Brand Building I detailed how using plain text messages as the baseline,
images receive 7.8% more views and posts that are a combination of an image
plus text get 12.3% more views. To not influence the test results when
determining the best time to post try to compare plain text posts to plain text
posts, image to image or combination to combination.
Record the impressions, Likes and Comments each and every hour until for
that post until the post “dies” and stops receiving any activity. You will see some posts get activity for a short while, some for a much longer period.
Repeat this process for 10 to 20 posts or two full weeks. Each hour record the number of:
Reach
Engaged Users
Talking About This
Maximum Results and ROI
Patterns will emerge and it will become clear what time of day and on what days your posts have the most impressions and click throughs on your Facebook Page. Do your results mirror those published by bit.ly or are they different?
Build Your Business
Once you know the best time to post you can zero in and get the best results for your business. Armed with the day and time of when your fans most engage with your brand
you are now able to post that awesome special or promotion that drives in
business and rings the cash register.
