3 Recent Facebook Changes That Affect Your Business Page

On April 21, 2015, Facebook announced that they were making three changes to their algorithm. The changes were based on a survey that asked Facebook users what they would like to improve about their personal page feed.

As you might already know, on Facebook only personal page likes count on a business page. (That’s why you always see, “Like us from your personal page” in most business posts.) So, while Facebook might have been targeting an improved experience for personal pages, our business pages are going to take a hit, too.

Here are the changes that Facebook has announced and how I think they’ll affect our business pages:

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#1 Users will see less “commented on” posts in their Facebook feed.

Previously, the Facebook feed would show us the posts that our friends were commenting on. At the top of the message, it would say, “Jane Doe commented on Earth Friendly Farms post” and show us the entire thread of comments.

Facebook is going to move these posts down the page. If you want to see what your friends are up to, you’ll need to spend more time scrolling to the bottom of your newsfeed.

How does this apply to your business page? This change will keep your friends’ friends (or page likers) from seeing who’s engaging with your business. It will make it more difficult to get new likes from the friends of the people who like your page, as well.

 

#2 Facebook is relaxing the “multiple posts” rule so that users see more content.

Facebook is labeling this as an effort to improve “the experience for people who don’t have a lot of content available to see.” If you are only connected with a handful of friends, you’ll now be able to view more of their posts.

How does this apply to your business page? Anyone that likes your page but only has a small group of friends should now be seeing more of your business content.

Be aware, however, that if you publish several times a day on your business page you might end up overwhelming the newsfeeds of people with a low friend count. They could unfollow (or unlike) your page.

When too many people select “I don’t want to see this content” from the dropdown box you’ll be penalized by the Facebook algorithm.

 

#3 Individual user behavior will dictate what Facebook users see in their newsfeed.

The survey was very clear about one fact: Facebook users did not want to miss important updates from their friends. Now, they will be deciding on what you see based on which users you engage with the most.

How will this affect your business? If your business followers have their algorithm set to Top Stories (instead of Most Recent), there’s very little you can do to have your business content come up first in their feed.

In essence, they have to like you and share your content to see what your business posts, but if they don’t see what you post (due to the Facebook algorithm), they can’t like you. And this catch-22 isn’t going to improve anytime soon.

How can you really control the Facebook updates on your business page?

Of course, every time Facebook makes changes to their algorithm there’s going to be an adjustment period. We all have to learn how to play the game all over again. Here are a few tips I’ve had personal success with:

  • Stop posting photos and links on your business page
    Facebook is providing more page views to text only posts. Feel free to hashtag your entries to help people find you.
  • Get people to engage with your business page
    Like always, engagement is key. Strive to have users share your content, but liking and commenting are still better than nothing.
  • Share content from your business page to your personal page
    Facebook does not seem to have altered this very simple trick; go onto your business page and share the content onto your personal page.
  • Tag people in your posts to encourage engagement
    One of the best tips may be to let others know when you’re posting their articles. Social authority goes a long way; by sharing your post, they look good to their audience.

Still struggling to figure out Facebook? Our team of experts can help.

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Stop Wasting Your Money Mindlessly with These 3 Facebook Marketing Tips!

My son is a reader.

I don’t mean an occasional reader. I mean a reader.

Here he is reading at the table during lunch:

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He reads in the car… he also carries his books with him everywhere just in case he has an extra 5 minutes!

I absolutely love that he is a reader but….

…have you ever tried to keep up with purchasing books for a kid that can read a whole novel in less than 3 days.  Yeah.  I need a second job just to pay for his Kindle purchases! 🙂

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Every now and then I look on my shelf for books I think he might be interested in and a few days ago I came across a book my mom gave me when I was about his age.

Maybe you have heard of it.  It is called “How to Win Friends and Influence People” by Dale Carnegie.  🙂

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When I presented the book to my son I told him a story.

I told him how when my mom gave me the book when I was about 11 or 12 that the title put me off.  I thought my mom was trying to tell me that I was a “loser” because only a “loser” would need to read a book about how to make friends! 🙂 I told him that it took me 2 years to read the book and when I finally did I was ready to kick myself.

I realized that the author was an amazing storyteller and had great advice for anyone in any walk of life.  I told him that as soon as I read it I realized I had made a mistake and wished I had read it earlier.

(He is currently reading the book and is already on chapter three and has told me he really likes it!)

So what has this got to do with anything?  Well over the last few weeks I have been taking a class by Amy Porterfield called “Facebook Marketing Profits” and all I can say is, “wow”.

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When Amy and I met briefly at Infusioncon last year I was a little too proud.  I thought … “well I already know all that stuff about Lead Magnets and Marketing Funnels.  What is she going to teach me?” I figured I was only going to learn about 20% of new information from the course so I did not want to “waste” my time or money.

(After-all, as an Infusionsoft Certified Partner I help clients set-up Marketing Funnels all day long!)

I made the same mistake most business owners make.  I got so focused on working IN my business… I forgot how important it is to always be learning and working ON my business!

I also forgot the golden rule of growth!  It is not about how much a course “costs”, but how much you can leverage the information in the course to grow your business.

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Lesson learned. 🙂

Although I can’t share with you all of the insider tips I am learning as a VIP member with Amy, I do want to share with you three things that I have learned from Amy Porterfields’s class Facebook Marketing Profits.

First, don’t do FB Ads for Likes.

There are two types of Facebook accounts.  A personal profile and a fan page for businesses.

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The personal profile is primarily used by individuals to connect with families and friends.  Most of the time what you post on your personal profile is shown to only people you have accepted as friends.

The Fan page is meant for businesses.  Fan pages are different in that anyone can “like” the fan page to stay up to date with the posts on that page.  In the past, having a lot of people “like” your fan page meant that you could reach more people with your news and promotions.  For example, a page that had 1,000 likes might reach 400-500 of their fans with each of their posts.  Recently Facebook changed the algorithm they use to display updates to fans.  Now if you have 1,000 fans, your post might only reach 50-80 people if that.

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In other words, it used to be a benefit to have a lot of fans because it was like free advertising.  The fan page was free, likes were free, and posting updates that got delivered to your fans was free.  This is no longer the case.

There are still benefits to having your clients and prospects like your page… but the benefit is not so huge as to be worthy of a great advertising investment.

So what do we do?  Instead of running Facebook ads for Likes… run the ads to OFFERS where you can capture the name and email address of your prospects so you can continue to market to them through email marketing!

What kinds of offers? There are many!  When you offer something for free in exchange for the person’s contact information, this offer is called a “Lead Magnet”.  You are “drawing” the lead to you!  The offer is your magnet that draws leads to you!

  • Ebookssuccess-kit
  • Whitepapers
  • Teleseminar
  • Webinar
  • Free Demo
  • Free Trial
  • Coupon for a percentage off
  • Coupon for free shipping
  • Free T-Shirt
  • Free Book (They pay shipping)
  • Free Kindle Book
  • Free Consulting
  • Free Quote
  • Site Analysis
  • Custom Report
  • Many, many more!

Once you have decided on your Lead Magnet, the next step is to create a Landing Page to send people to.  A landing page is different than a regular page on your site in that it usually only has ONE option.  Well two.  The visitor can submit their name and email or leave!

The landing page usually has a webform where you can capture their name and email.  This webform connects to your email autoresponder so that you can now send out follow-up emails to pre-sell them on your products or services!

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You can of course use Facebook ads to send people directly to your sales page with an offer to purchase as well!  This works depending on the price point and how well your audience is already connected to you.

For example, in Facebook Ads, you can also create Custom Audiences that target only people that you import from an excel file.  So for example, if you have a list of customers, you can upload that list to Facebook, create a custom audience, and send only those specific people directly to your sales page!

One final note here. After someone opts in by putting their name and email into your webform on your landing page, the page that they are re-directed to is called the “Thank-You” page.  This is the page where you not only have an opportunity to say “thank-you” for opting in to my list or thank-you for requesting this pdf or for registering for this webinar… but a place where you can show them what to expect next.

Here are some things you can put on your thank-you page!

  • Video of you introducing yourself and thanking them
  • Screenshots of email that they are about to receive
  • Ask them to like your Page on Facebook or Share a Tweet on Twitter to get a bonus product.

Second, don’t Boost posts.

I have fallen into this trap so many times.  When I post an important message on my page that I want to get more eyes on, the easiest thing to do is to hit “boost this post”.  It is easy to justify as it is only $5-7 to get thousands of eyes on an offer!  The problem with this is that the people you are advertising to is NOT targeted.  You are letting Facebook decide who to show the ad to.  It is always a much better strategy to setup a targeted Facebook marketing campaign so you can send out ads to exactly who you want to target!

FB boost

Instead of boosting posts that target random people that Facebook chooses, you can create ads to promote your posts to specific audiences.  But again, this goes back to the first point!  Unless the post is to an offer or you have another strategic reason, it might be better to refrain!

Third, I need to rewrite my new subscriber email sequences… yesterday!

It was on one of the webinars in the course that Amy just casually mentioned that she probably rewrites and tweaks her email sequences about 20 times a year.

When I heard that I paused the video, took a deep breath and listened to that again.  20 times.  Twenty.  Not ten or fifteen.  Twenty.  Success is not by accident.  It is by hard-work, determination, and testing and tweaking to try to get things right.

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Writing email sequences has always been one of my least favorite jobs as a marketer! More than once I have paid out good money to have a copywriter write my emails for me.  One time I paid $700 for a series of 7 emails to a copywriter that came very highly recommended.  It resulted in 0 sales. ZERO!  There are just some things that you cannot outsource easily.  Maybe if I had invested in a copywriter at the rate of $3,000 or so I would have gotten better results but I don’t think so.

What your audience wants is YOU.  They want to hear YOUR stories.  YOUR voice.  They signed on to your list because they felt a connection to you.  You just can’t give them that close relationship when you outsource your copywriting!

Copywriting does not come easy but it is a skill you can learn!

If you are struggling with copywriting here are some suggestions:

  • Create a separate gmail account and optin to many offers of your favorite marketers
  • Study their optin sequences, nurture sequences, and sales sequences
  • Pinpoint what resonates with you.  Find out which marketers you connect with most in regards to writing style and then identify what it is that you like about it!
  • Tell stories.  The best salespeople always tell stories.  If you have stories in your writing it is also more difficult for others to copy you!
  • Study your target market with intention.  Intentionally try to find out what keeps them up at night.  What are their fears or motivations?  The more specifically you can address the needs of your target market, the more successful you will be!

Finally, here is a bonus tip for you!

Tip: Don’t ever stop learning!

I should have taken the class a long time ago.

Just like how I put off reading the book, How to Win Friends and Influence People for two years… I should have taken Amy’s class 2 years ago.  A lot of what I have learned about lead magnets, marketing funnels, and setting up email sales sequences I have pieced together myself over the last few years.  I could have learned it all in less than 6 weeks if I had just taken this course 2 years ago.  (Facepalm) 🙂

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So that is my story.  What is yours?  What have you been putting off?

  • Just send us a quick email to nicole@startrankingnow.com and put “My Story for Nicole” in the subject line!  Tell me what you are working on and what your biggest roadblock is right now to truly being successful!
  • Next, jump on over to Facebook, connect with me, and share this with your friends!  If this has been helpful to you, help me help others!
  • And finally let me know you read this by leaving a comment!

Let’s make 2014 a super successful year!

 

Creative Book Promotion with Facebook

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As an author you want to be as creative as possible when marketing and promoting your book to the public. You want to get started promoting yourself and your book(s) as soon as possible so that you can build a fan base even before you release your book. Even if you’ve already released your book, you can still get moving on Facebook marketing and promotion. Follow these steps.

1. Create an Author Website

No social media accounts can substitute for a well made Author’s website. Your Author’s website will be the hub of all your marketing activities. It will be where your content lives, where you can sell your book(s), show the ways to connect with you online and where your upcoming appearances are. Put a nice headshot on your “About the Author” page, and don’t ever forget to remember your call to action. If you want them to “sign up”, “connect”, “order”, or “download” you’ll need to tell them.

2. Create an Author’s Page on Facebook

Your author’s page on Facebook should be separate from your personal Facebook page. It’s easy to create a new page just sign in to your personal account, then scroll down to Pages on the left, click it, then click “create a page. Choose Artist, Band or Public Figure to make your Author Page.

3. Create a Product Page for Your Book on Facebook

In the same way that you created a new Author Page on Facebook you can also create a product page specific for your book. If you have more than one book you can create a separate page for each book. This will enable you to create better and more focused advertisements for each book that you write and make Facebook marketing and promotion easier.

4.Create a Group Page for Your Book on Facebook

Another fun thing you can do when marketing and promoting your book on Facebook is to create a special Group Page just for your book. A group page is fun because it has more features allowing your audience to communicate with you and each other. You can make a page like this private so that only people who have actually ordered your book know how to join.

5. Create Content to Share

When you have all these different places to promote your book ready you’ll need to create a constant flow of content to attract your fans and potential fans from across the Internet. You can use snippets from your book, share reviews of your book, create a book trailer using video and YouTube.com, and more.  Some content ideas might be to share quotes that you love, articles that you’ve written or that someone else wrote that you enjoyed, photos and videos that are fun or informative are great ideas too.

 

Even as an author you may sometimes run out of ideas on your own to keep the content flowing. If that happens you can actually hire someone to help you, or you can ask other authors to guest post on your blog. You can also ask someone to interview you and put it on your website’s blog. All the content that you create will be shared across all your Facebook real-estate so that you can connect with fans and future fans.

 

If you’d like to know more about Promoting Your Book Using Facebook , then don’t miss our free Webinar on December 12th, “How to Market & Promote Your Book Using Facebook”.

 

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5 Ways to Promote Your Book Using Facebook

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Facebook is one of the most useful resources on the Internet when it comes to marketing anything. But, if you want to market and promote your book on Facebook you’re in luck because Facebook is practically tailor made for just such a thing.

1. Create a Facebook Page for Your Book

That’s right, you want to create a Facebook Page just for your book. It will be under Entertainment. Simply go to home on Facebook, Create Page, and choose Entertainment. Choose Book for category, and then put in the name of your book and agree to the terms and conditions. Go through all the steps and don’t forget to pick a unique URL for your book.

2. Invite Friends to Your Page

Now you want to get some followers on your page, so use the tool on the page after you’ve created it to invite your Friends. This is a good start to building a fan base for your book. Ask your friends to share with and invite their friends too. You need to get at least 30 likes to have access to page insights and other features.

3. Connect Your Blog

If you have a blog, and an Author’s Facebook page connect your blog so that you can automatically post excerpts from your blog right on your Author’s page. You can use a number of different technologies to do this, one is called Networked Blogs. Once you set it up, each time you publish a blog post, it will post directly to any Facebook Page that you own as you’ve set it up. This is a great way to automate the sharing of some content.

4. Promote Your Page

Use the handy and easy Create Ads feature to promote your page. You can easily segment the audience that you choose to promote your page to. You can choose not to promote it to the people who already have joined or are your friends, and only promote it to just the right audience choosing your daily budget.

5. Update Daily

One of the keys to keeping your page active and attracting likes is to keep content going on your page every day. Not just any content, it needs to be relevant and useful content that is focused on the type of audience you want to attract. You can share your blog posts, YouTube.com videos and more using your Facebook Page. Your page needs to be updated enough to make people take notice but not so much that you annoy people. Most of all, keep it as close to the topic as you can.

 

Marketing and promoting your book on Facebook is fun and simple. It’s a truly essential element in ensuring that you can build a following. A lot of people don’t realize that even if you’ve been published by a publishing company you still need to do a lot of marketing on your own, so whether you’re self-published or not, using Facebook to market and promote your book is an essential component in book marketing today.

 

If you’d like to know more about Promoting Your Book Using Facebook , then don’t miss our free Webinar on December 12th, “How to Market & Promote Your Book Using Facebook”.

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10 Things Not to Do on Facebook When Posting as Your Brand

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Let’s discuss a little bit about posting as a brand on Facebook. There are many examples of brands messing up on social media and you don’t want to be one of them. Think: Amy’s Baking Company Bakery Boutique & Bistro ( https://www.facebook.com/amysbakingco ). Look it up to see what happened with them. Essentially, they’re a fabulous example of what not to do.

9-no-slashDon’t Argue & Defend — So you get a poster who is complaining about you, your product or both, and you feel hurt and defensive. This is not the time to post an argumentative post back to the person, putting them in their place. It’s okay to admit mistakes and it’s okay to delete obvious spam, but it’s never okay to be rude, no matter how bad your feelings are hurt.

Don’t Post Only a Link — Everything you post should have a blurb about what you’re sharing, or posting. Whether it’s an image, a video, sharing other people’s content, or your own blog posts — always post a tease about it, plus don’t forget an obvious call to action. If you don’t ask your readers to share, follow, buy, or like, they probably won’t.

Don’t Automate Too Much — This might seem like a time saver, but in reality it’s pretty much a waste of time to automate too much. While all kind of apps and plugins exist to help you with these tasks (some mentioned in this report) it’s really not helpful to post the same thing to Facebook as you do Twitter. They are very different systems. Also the way EdgeRank works is that automatic status updates are relegated to wherever posts go that don’t wind up in newsfeeds.

Don’t Post Only Text — Images and Video get more love, that’s just a fact of both the EdgeRank system and human nature. Humans love video and images more than plain text. It adds interest to the page and gets fans curious to look further. Plus when someone who has not liked your page sees this as shared from a friend, they’ll be prompted to like your page.

Don’t be a Control Freak — It’s okay sometimes to let others take care of some choices for you. For instance, you can let your audience choose your next product title, the features of the product and more by posting a poll asking for their opinions or posting a link to a voting page. Offer incentives for participation.

Don’t Skip Days — It’s understandable if you get sick, or something like that happens, but it’s imperative that you keep a consistent pattern to your updates to guarantee maximum exposure and engagement. If you have a plan, and it’s only taking you 10 minutes a day there won’t be may excuses to not seeing it through. When you need to be absent use a scheduling feature or outsource it.

Don’t Ignore Comments — When people take the time to comment on a page, or share something, it’s nice to make a comment back, or “like” their share. They’ll see that you did that through notifications and appreciate that you noticed and do more of it in the future. Making people feel special will always win them over.

Don’t Post Too Much — Posting a continuous stream of stuff can actually cause your fans to be turned off. Try working your way up to three posts a day by starting with just one per day. Consider your target audience as to when the right time to post your updates are. Each audience is unique.

Don’t be Irrelevant — You have a target audience, and you have a niche. Stick to that niche and make each posted update fit into that niche. Don’t try to go outside of your area of expertise or you’ll create confusion amongst your target audience. Be relevant and post only useful, valuable and targeted information on your Facebook page.

Don’t Ignore Metrics — It’s imperative that you know whether what you’re doing is affecting your goals or not. There is no point wasting time doing things that are not seeing the results you want. If you don’t study the metrics you will be shooting in the dark without benefit of night vision.

Not only should you avoid these actions when posting as your brand, if you’ve connected your personal profile to your business page, be very careful about what you post there too. People can get offended very easily.

Time Saving Tips for Using Facebook

Believe it or not, all the time you spend planning will save you time later. Taking the time in advance to define your audience, organize your information, create a publication calendar, as well as brainstorming and creating content along with the judicious use of management tools will go far in helping you save time.

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Define Your Audience — Know who you’re sharing with so that it’s easier to know how to phrase your updates, as well as to know what updates will be important to your fans. If you know your audience well you’ll avoid waiting your time and theirs will irrelevant posts.

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Create a Publication Calendar — You can use Google Calendar as your publication calendar. Simply create a new calendar called Facebook Calendar or whatever you want to call it and create an entry each day for the types of content you want to post. If you click edit, you can check the box to repeat entry.

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Brainstorm Content — Know exactly what type of content you want to create to share on Facebook in advance. Everything you share should have a purpose of some kind. Don’t just share things for no reason. Knowing in advance what you’ll share and why you’ll share it is a time saver because it keeps you from wasting time sharing content without a purpose.

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Create Content — Whenever you sit down to create content, do so in batches. Creating several blog posts about the same topic at once is faster. You only have to research once, then start writing based on that research. Your mind will get into the flow of writing. Then you can schedule the posts in WordPress easily. Next, either grab the links to share on Facebook manually (using Facebook’s schedule feature or another third party app scheduling feature), or using another app to share automatically with Facebook like NetworkedBlogs to speed up the process will help you work faster. Do be cautious about too much automation without a comment by yourself on each shared piece of content.

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Get Organized — The content you want to share should be inside a spreadsheet with links ready to grab. These can also be uploaded to Google Drive. When you create a new blog post, or new content, or find content on the web that you want to share, grab the link immediately and stick into your spreadsheet for sharing during your 10 minutes.

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Use Third Party Apps — Apps like the cloud-based MarketMeSuite , Hootsuite Pro, and others can help you automate your social media marketing strategy in a simple way. You can manage all of your social media for Facebook from one inbox. Messages can be scheduled in advance and appear without any type of branding or appearance of scheduling from a 3rd party app in some cases. Be cautious about using too much automation especially if the program announces it came from a third party app.

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Use Facebook Features — Use any feature Facebook already offers. One of the features Facebook already offers business pages is the ability to schedule posts. When you start to create an update just click on the little clock, then pick the year, month, day that you want your update to appear on your time line.

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Hire a Virtual Assistant — Hiring a contractor to help you with social media like Facebook is a great way to help create more time for engaging with others. Only you can truly engage with your audience, but anyone can post the planned updates and content to your Facebook page. If you outsource the things that don’t require personal attention, you can then focus only on what does require personal attention.

No matter what type of content you share, or how often you update, it’s important to always maintain integrity by ensuing that you are following copyright laws. It’s also important to stay up to date with the times. Social media changes fast. Technology is expanding at a faster and faster rate. For instance, most people are accessing Facebook via mobile devices than via PCs this offers the question: Is your Internet real estate mobile friendly? If not, are your Facebook promotions as successful as they could be?

Using Facebook to promote your business only needs to take ten minutes per day if you have everything planned out in advance, entered into a calendar and transferred to your “to do” list. Get started now with daily Facebook activity that will increase awareness, traffic and sales in just 10 minutes a day.

Marketing with Facebook Ads – How to Get the Most of an Ad Campaign

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Setting up your Facebook advertiser account will allow you to bid on and place CPC and CPM ads on Facebook. To get started, go to: http://www.Facebook.com/advertising/

Here’s the step by step instructions on how to sign up for your Facebook account.

Step 1: Go to Facebook Ads and Click Create Ad

First of all, log out of your personal Facebook account. You should never ever run Facebook ads from your personal account.

Why? Simple: Because it’s actually relatively easy to violate Facebook’s Terms of Service unintentionally.

If you get your Facebook Ads account shut down and it’s the same account as your personal account, your personal account will get shut down as well. In other words, all the wall posts, pictures, friend relationships, etc will be potentially endangered if you run Facebook ads out of your personal account.

So first of all, log out of your personal account. Then, type in the Facebook ads URL above. When you land on the ads page, you’ll see the page below. Click on the “Create an Ad” button.

 1-First-Page

Step 2: Start Creating Your Ad

Once you’ve landed on the ad creation page, you’ll now jump right into creating your first ad.

On your left hand side, you’ve got the four most basic things that go in any Facebook ads: The image, the title, the description and the destination URL.

On the right hand side, you have the preview of how your ad will look like. As you edit your ad on the left, the ad on the right will update in real time to show you how to your ad will look like when you’re finished.

Go ahead and write your first ad, then click Continue.

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Step 3: Set Your Ad Targeting

In this interface, you tell Facebook who to show your ads to.

On the left, you’ll select all the targeting options you have access to. As you change your targeting options, the number of total impressions you have access to will change on the right.

The “Location” interface will tell Facebook where to show your ads, geographically. Generally, you’ll stick with the U.S. as that’s where most of the traffic is.

However, if you’re running an offer that’s geographically relevant all over the world, then you might want to expand out your location. It’s generally better to create a separate campaign for each country, as many bids in other countries are lower. Track your conversions separately as well, as the traffic will definitely behave differently.

If you have an offer that’s geographically relevant only in another country, then target just that country.

Finally, if you run a local business (eg. Tanning salon) and only want to target someone in a certain city or zip code, you can do that as well.

The age demographics are extremely critical. Offers that convert for certain ages will often not convert for others. If you don’t know what age range your target audience is, then create several different campaigns with potential age ranges and test what converts and what doesn’t.

The age demographic is 18 to Any Age by default. You do not want to leave it on default, or your ad will surely fail from all the irrelevant impressions it’s generating.

The next demographic is gender. If your ad converts better for men or for women, then start with that demographic first. If you don’t know for a fact which it converts better for, it’s also a good idea to split your campaign into male and female targets to get the different statistics for each groups.

Finally, you can input interest or keyword targeting if you’d like. If you use this feature, you will drastically cut down on your total impressions, however your traffic will convert a lot better. If you’re on a limited budget, keyword targeting may be a very good idea if you can get enough traffic.

Click Continue when you’re finished.

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Step 4: Advanced Demographics

The Advanced Demographics box will appear after you click Continue.

Here you can target people on their birthdays as well as specify relationship status. You can target languages other than English if you choose. You can also select an education level and / or workplace settings.

Most of these settings you’ll leave alone unless it’s very conducive to your offer. For example, if you’re running dating offers, you’ll definitely want to target single people only.

Otherwise, just click Continue to move on.

 4-Advanced-Demographics

Step 5: Budget & Scheduling

Set your daily budget here. Make absolutely sure you have a budget set before you hit Go. With a broad demographic target in Facebook, you can literally burn through $1,000 in ad spend in about 1 minute if you have no budget set. Even if you think a budget is set, always double check.  If there’s a specific time you want your ad to start, set it here. Most people will just leave this out unless you have a reason to change this setting.

Once you’re ready, click Review Ad.

 5-Campaign-Budget-and-Scheduling

 

Step 6: Attribute the Ad to an Account

At this point, the ad has been created without being linked to any account at all. Now Facebook wants to know what account to put the newly created ad into.

 6-Attribute-to-Account

Input the email address and password you want to use for your Facebook Ads account. Again, it’s highly recommended that you keep your Ads account and personal account separate.

Enter your date of birth and the CAPCHA and click Sign Up Now!

 

Step 7: Confirm Your Email

Facebook will send you an email with a confirmation link in it. Open your email and click the confirmation link.

 8-Confirm-Account-in-Email

 

Step 8: Review Your Ad and Confirm the Order

If your ad is the way you want it, click Place Order.

9-Review-Ad

Step 9: Input Payment Information

 

Once your ad is completed and you hit Place Order, you’ll be asked for your credit card or PayPal information. You won’t be billed anything right away, you’re just setting up an agreement to pay for when you start running traffic.

Once your payment information is setup, you’re done! Your account is now setup and your first ad is on its way to the approval team. Once the ad is approved, your ads will start running.

 

Setting Up the Rest of Your Campaign

 

Once you have your account and your first ad setup, the next step is to setup the rest of your campaign.

You should always be testing many different ads and demographics for any given campaign. Never lump everything into one ad and call that a test.

In general, if you have anything less than 5 ads running for a Facebook test, you’re probably not testing enough. You want to have 2 images running at any given time, but you also want to have several demographic groups testing at the same time to see what converts.

Here’s how to set up the rest of your campaign.

 

Step 1: Decide What to Test and Choose a Naming Convention

 How many variables you want to test depends on many factors, including:

  • Your budget for the test.
  • How sure or unsure you are of what your target demographic is.
  • How much traffic your target demographic gets.
  • How many variables you think would make an impact on the bottom line.

If you have a small budget, you know your market already and your market doesn’t get all that much traffic, then you might only split test an ad or two.

If you have a large budget, your target market is an unknown and gets huge traffic volume, you might start by testing 10-20 different ads at once.

Most people fall somewhere in the middle of the spectrum.

Before you start running any traffic, you should come up with a naming convention. A naming convention allows you to see with one glance what ad you’re looking at. For example, a test involving 2 images and 4 different age groups might look something like this:

X, IMG 1 AGE 2025
X, IMG 1 AGE 2630
X, IMG 1 AGE 3135
X, IMG 1 AGE 3640
X, IMG 2 AGE 2025
X, IMG 2 AGE 2630
X, IMG 2 AGE 3135
X, IMG 2 AGE 3640

Once you have a solid naming convention, you’ll be able to know exactly what demographic and what image ad you’re looking at from your Manage Ads panel in one glance.

 

Step 2: Replicate Your First Ad

The shortest way to create a bunch of ads for split testing is to replicate your first ad.

Start by clicking on your first campaign (#1 below)

 1-Click-On-Your-First-Ad

Once you’re in your first campaign, click on your first ad.

 

Step 3: Create a Similar Ad

On the right hand side of the ad page, click “Create Similar Ad.”

 2-Create-Similar-Ad

Step 4: Create Your New Ad

When you click the Create a Similar Ad button, you’ll be taken back to the ad creation page.

Go through the ad creation process again. This time however, most of the data will be pre-populated with the data from your old ad.

The only things you need to change are the factors that are different from the first ad; in other words the factors that you’re testing.

If creating your first ad took 5 minutes, creating your copied ads for split testing should only take 30 seconds a piece.

 

Step 5: Using Unique Tracking URLs

Once you’ve completed everything in your ad, you’ll need to create a unique tracking URL so that you have data not only on who’s clicking, but on who’s converting. It’s entirely possible that an ad which gets high CTRs doesn’t actually make you money, while a lower CTR ad actually pulls more sales.

Again, this comes back to naming conventions. Most tracking systems only allow you to have tracking IDs of a certain length (8 characters or so) with no special characters. So you can attribute every sale back to a demographic, your tracking IDs need to fit in that format and make sense to you.

Here’s an example of tracking conventions for Clickbank and 1ShoppingCart.

Ad #1 is an ad for a dating campaign, image 1, targeting 20-25, United States
Ad #2 is the same campaign, image 2, 26 to 30, United Kingdom

Clickbank:

example.1.clickbank.com/?tid=1A2025US
example.1.clickbank.com/?tid=2A2630UK

1ShoppingCart:

http://example.com/?affid=example&tid=1A2025US
http://example.com/?affid=example&tid=2A2630UK

This way, any time a sale comes in you’ll be able to immediate attribute it back to where it came from.

This is just one way of doing this. If you want to setup a separate affiliate link for every campaign, you can do that as well, but generally that takes a lot longer than just changing the names on a tracking ID.

In short, come up with a short naming convention to use in tracking IDs that allows you to track every conversion back to its source. Then put that in the destination URL box of the Facebook ad.

Once you’ve filled out everything, place your order and you’ve created your second ad!

 

Step 6: Repeat

Go back through your ads and keep creating copies while changing one variable at a time until you have a completed campaign, with different images and/or demographic targeting.

Once you’ve constructed all your ads in the campaign, set your campaign status to Active and let it run!

 

Reading Your Statistics & Tweaking Your Campaigns

 

Once your ads have been running for a period of time, it’s time to start playing with and tweaking your ads for the best results.

The time before you should start tweaking can vary anywhere from a couple hours to a few days, depending on how much traffic you’re getting. If you’re targeting a wide demographic with a large budget, you could very need to be tweaking your ads every 10 minutes.

Most people will need to tweak their ads every 1-4 days.

 

Walkthrough of the Statistics Interface

When you first land on the statistics panel, it’ll look something like this:

1-Statistics-Panel

Here’s what everything in this panel means:

Status – Your ads can either be Active, Paused or Deleted. The Status column shows you the status in an easy visual manner using symbols.

Type – Are you bidding by CPC or CPM?

Impressions – How many impressions this ad has gotten over the course of the reporting period.

Social % – What percentage of people who saw your ad also saw that at least one of their friends liked your ad.

Clicks – How many clicks your ad got.

CTR – Out of every 100 impressions, how many clicked on an ad.

Avg. CPC – On average, how much you’re paying per click.

Avg. CPM – How much you’re paying per thousand impressions, on average. You’ll see this number whether you’re bidding CPC or CPM.

Spent – How much money you’ve spent.

Totals – Your statistics with all your ads combined.

 

Accessing Time-Specific Stats

Want to see your statistics for today, last week or any specific date range? Click on “Lifetime Stats” to change the dates that you’re seeing stats for.

2-Change-Date-Range

Pause Ads That Aren’t Clicking Through

3-Click-Active-Symbol

If you have ads that are getting a lot of impressions but not a lot of click throughs, pause or delete those ads.

Remember – Although you’re not paying for impressions, Facebook is. If you keep racking up impressions that don’t click through, you’ll gradually start getting less and less impressions.

It’s true that it doesn’t cost you anything in the short term to keep running low CTR ads, but generally if it’s not clicking through it’s a bad idea to let them keep running.

A 0.01% CTR is the right about the minimum acceptable CTR. If it’s 0.01%, you’ll get some traffic but not much. You can keep running it at 0.01% without damaging your account. The higher you can get it, the lower your bids will be.

Here’s how to pause non-performing ads.

4-Select-Pause

Navigate to the ad you want to pause and click on the play button symbol under Status. A drop down box will popup. Select “Paused” to change the status from active to paused. You will now stop getting impressions on this ad. If you want to rotate another ad in, simply create a new ad and set it to active, or unpause an old ad by clicking on the pause symbol and clicking Active.

 

Increase Your Campaign Budgets

Typically you don’t want to spend more than $10 to $100 a day on a test. But once you have a campaign that’s converting, you’ll want to up that campaign’s budget. Here’s how to do that.

First, select the campaign whose budget you want to increase. The campaign list is on the left sidebar. Then, at the top choose Edit under Budget.

7-Edit-Budget-Box

Enter your new budget in the box that appears. Hit save and your new campaign budget is activated.

Note: If you have a campaign with one working ad and several in testing, do not take the working ad out of the campaign and put it into its own campaign. Instead, take the testing ads out and put those in a separate campaign. Why? Because if you delete an ad and then restart it, you lose all its ad history. If it’s getting a good CTR, you want to have as much history as possible so Facebook knows to keep sending you traffic even when you lower your bids.

With an ad in testing, losing the history is not a big deal. But you should never delete a working ad for any reason, or you’ll have to start the history all over again. So if you have a few ads in a campaign and you want to increase the budget for just one ad, move all the other ads out and keep the old ad in the old campaign.

The most important things when it comes to reporting and tweaking are:

  • Understanding what you’re seeing stats wise and knowing when you’re doing well and when you’re not.
  • Knowing how to switch out ads when their CTRs start to drop. Know how to pause ads and resume ads.
  • Have your conversion tracking in place so you know what’s converting and what’s not.
  • Have your naming conventions in place so you can in a glance tell what’s clicking through and what’s not.

If you keep an eye on your stats and tweak things to keep making them work better, you’ll soon have your first profitable campaign.

Top 10 Facebook Mistakes

 

Facebook

As the largest social media website in the world, Facebook is an important tool for marketers and businesses of all sizes. Whether you’re looking to build a multi-million dollar brand or generate more sales for your startup company, Facebook can help.

Marketing on Facebook is very different than marketing on TV, on radio or through PPC advertising. In fact, it’s very different than just about any other marketing medium on the planet.

Many marketers who come into Facebook with mindsets that work in other industries end up shooting themselves in the foot. Working with Facebook users is not like working with other audiences!

Here are the top 10 Facebook marketing mistakes that people tend to make, along with how to avoid them.

 

Mistake #1: Posting Too Often

Facebook is not Twitter. People often lump “social media” into one big bucket, but these networks are really quite different from one another. One important distinction is post frequency.

On Twitter, it’s normal for people to post 10, 20 or even 30 or more tweets a day. That’s how the community works. That’s the pace of the action. That’s what’s accepted and expected by the community.

That’s not how it works on Facebook. If you post that often, you’ll be perceived as spamming. Very few of your messages will end up on people’s feeds anyway, which means you’ll have wasted a lot of time.

The ideal post frequency for most people is about 1 or 2 updates a day. If you have a very active audience, you can go up to 4 or 5 updates a day as a general rule of thumb.

1-Spammy

Mistake #2: Deleting Negative Comments

This is a huge nono. Facebook users value their freedom to speak. If you squelch that freedom by deleting negative comments, you’ll have an uproar.

2-Delete-Page-Post

Companies who’ve done this in the past have often been surprised by the backlash. In many cases, those who were silenced ended up creating their own Facebook pages dedicated to bashing the company. They posted negative remarks to their whole social network, which got a lot of shares.

If you delete negative comments, they will simply resurface elsewhere. It might be on another page, it might be on their status update, it might even be on a consumer watch website like RipOffReport.

It’s far, far better to contain the damage by just limiting the exposure to the people on your page. Mitigate the damage by responding intelligently to comments. Don’t delete things, but face them head on. You’ll gain respect instead of losing it.

 

Mistake #3: Not Actively Participating

Most big brands make this mistake. Just take a look at a big brand’s fan page feed: How often are they responding? Are they actively participating? Probably not. However, big brands don’t need to create community. McDonalds is not looking to create a McDonald’s community online. That’s why they can get away with it.

As a small business however, your goal should be to connect with as many of your followers as possible. You want to nurture goodwill, nurture the relationship and spur more discussion. The only way to do this is through active participation.

3-Participate

When someone posts a comment, respond to it. When someone asks a question, answer it. If someone makes a complaint publically, respond publically with an explanation or an apology. If someone posts something valuable, say thank you.

Participate. The more you participate, the more likely others are to get involved as well.
 

Mistake #4: Not Reading Facebook’s Contest Rules

If you’re going to run a contest on Facebook, you should read the rules. Then read them again. Then read them again. Facebook has many rules about how you can and can’t run contests on their sites. Violating even just one of these rules is enough to get your contest and possibly even your whole page shut down.

Many of the contest rules are counter intuitive. For example, you can’t actually announce a winner on your Facebook page. Another rule is that you can’t use Facebook to contact them. The list of rules goes on and on.

Facebook is a fantastic platform to run a contest on. However, if you want to use the platform, you must be willing to play by their rules. Read the rules at: http://www.facebook.com/page_guidelines.php#promotionsguidelines

4-Facebook-Promotional-Rule

Mistake #5: Vanilla-Only Facebook Updates

If you’re only posting one type of content all the time, you’re going to bore your audience. Vanilla all the time is no fun, so add a little excitement. Fan pages that only post text status updates or only link to written articles often have a hard time keeping their audience engaged.

Instead, post a variety of content. Here are just some of the many different types of content you can post:

  • Text status updates
  • Links to audio interviews.
  • Links to articles and blog content.
  • Infographics and other graphical content.
  • Flash product demonstrations.
  • Videos and slide show presentations.
  • Software, web software and other tools.

The idea is to mix things up so people are constantly exposed to something new through you feed.

5-more-than-vanilla

 

Mistake #6: Sending Promotions via Private Message

This is a huge mistake that Facebook users make. Marketers might do this because they actually genuinely think their product is so good that it warrants private messaging, or they might just be desperate for the sale. Whatever the reason, no matter how good it seems to you, don’t do it.

Private messaging on Facebook should be reserved for real friends only. Sending commercial messages on Facebook messages is viewed as even lower than email spam.

6-spam

If you post high quality content that your followers click on, Facebook will prioritize your status updates so it shows up more often in your followers’ feeds. This is the best way to reach your followers. Don’t overstep the bounds between commercial and personal, or you’ll jeopardize your relationships and even your fan page.

6-PM-Promotions

Mistake #7: Never Sharing Other People’s Content

It’s a pretty natural inclination to want your content to be the only content you share on your feed. Unfortunately, that’s often not what creates the best customer experience. You aren’t always going to be the first one to create content on a topic. You won’t always be able to create the best resource on a topic.

When someone else beats you to the punch, you have the choice of either ignoring it or sharing it with your fan base. By sharing it with your fan base, you give them something valuable. You help them solve a problem. You build goodwill.

It may not feel as good to the ego to share someone else’s content, but if you’re truly looking out for your followers, often times sharing someone else’s content is what you have to do.

Aim to put out as much high quality content as you can, but always share any outside pieces of content that you think would help.

7-Share

Mistake #8: Not Having a Complete and Well Designed Page & Profile

Facebook’s timeline and covers allow you to create a highly customized look on both your Facebook profile and your Facebook pages. If you’re still using the standard Facebook look, you’re missing out on a big opportunity to build your credibility and your brand.

You should have a highly professional and great looking Facebook cover for both your Facebook fan page as well as for your personal profile.

What if you aren’t a great designer? No problem – You can have someone do a design for you for under $100.

Likewise, make sure you have a professional looking photo. If you want to go the extra mile, look for some way to add some interaction between your profile photo and your timeline cover photo.

In addition to having a great profile picture and cover photo, make sure your fan page is filled out completely. For example, if you run a restaurant, make sure your opening times, your website, your address and your online menu are all linked to from the page.

8-Well-Designed-Header-Photo

Mistake #9: Not Using Facebook Insights

Metrics are an important part of any marketing campaign. You need to keep track of exactly how much resources you’re putting into your campaign and what kind of results you’re getting out of it. Facebook marketing is no different.

Facebook’s insights give you a lot of valuable data that you can use to determine how well your campaign is doing. Your raw fan count is not the only important number to look at.

Through Facebook insights, you can also figure out how many friends of your fans saw your content. You can see how many people are talking about your posts. You can see how many people interacted with your post in any way – Whether it’s a share, a comment or a like.

You can use Facebook insights in real time. This allows you to do things like promote a post or pin a post and watch as your Facebook influence rises or falls to see exactly how much impact various efforts have.

Get to know Facebook insights. When it comes to Facebook marketing, it can be your best friend.

9-Facebook-Insights

Mistake #10: Obsession with Likes

Facebook marketers tend to focus too much on the number of likes they get. The more likes you have the better you appear to be. This really isn’t the case at all.

It’s entirely possible for a Facebook fan page with 5,000 followers to bring in more revenue than a Facebook fan page with 50,000 or even 500,000 followers. It’s not just follower count that matters.

Other factors you should pay attention to include:

  • How often do your fans share your content?
  • How often do fans come back to your fan page?
  • How many of your fans do you know in person?
  • How many would buy a product if you recommended it?
  • What’s your virality %?
  • How many of your fans are also on your email list?

So on and so forth. The quality of your fan base is every bit as important, and often more important, than the number of fans you have.

Paying attention to getting more fans is a good thing, but don’t neglect investing in the quality of your fan base.

10-Likes

These are ten of the most common mistakes people make on Facebook. When done right, Facebook marketing can help you spread your message, bring more people in the loop, build your brand and drive revenues. Avoid these mistakes and you’ll be well on your way to a successful Facebook campaign.

 

 

How to Use The Twitter Facebook Application

 

twitter-bird-blue-on-whiteTwitter makes it easy for you to share your tweets on Facebook, too. This guide shows you how to set up and customize your application.

To get started, navigate to: https://twitter.com/about/resources/widgets/facebook

Install Application

To activate the application, you need to start by installing it. Click “Install” as shown below:

1-install

 

Facebook will automatically open in a new window and you have to give the Twitter application permission to access your account. Click “Allow” to continue the process.

 2-permission

 

Next, you’ll be asked if you want to connect your Twitter and Facebook account. Click “Allow” to proceed.

 3-connect

  Connect to Profile & Pages

You can connect your Twitter updates to your profile and any Facebook Pages you have set up. You can also transfer your avatar from one account to the other, if you’d like.  We are going to connect Twitter to our Facebook Page in the example below.

 4-choose-profile-page

 We have clicked our Facebook Page and now, once again, have to give permission for Twitter to post to our Page. Click “Allow” to continue.

 5-twitter-permission

 

 How it Looks

We go to Twitter and write our tweet. It appears in the timeline:

6-twitter-tweet

 

And the tweet will then appear on Facebook, with the note that it came “via Twitter” as shown below:

7-via-twitter

 

All-in-One Social Media Checklist

socialmediachecklistThough the term “social media” groups social networks like LinkedIn, Google+ and Facebook all in one bucket, in reality they’re all quite different. Each one has a different kind of communication style and each one has different tools you can use to promote your business.

Here’s a list of the various different kinds of activities you can do on each site.

Facebook Activity List

Post a PhotoWhenever you have an in person event, post a photo. If you’re launching a new product, you can also post photos of the product. Photos are inherently more eye catching than text.

1-Facebook-Photo

Add a MilestoneYour timeline plays a big role in how people view your overall Facebook presence. Use milestones to make important things in your timeline stand out.

Create a Group – Facebook groups are powerful community building tools. You can create a very vibrant community of people who share ideas with one another using a Facebook group.

Create a PageA Facebook page is a great place to host your brand’s social media presence. It’s the ideal way to relate to social media fans as a brand. Unlike a personal account that has a cap on the number of friends you can have, with a page you have no such cap.

2-Create-Page

Invite People to Your PageYou can “suggest” a page to your entire network of contacts. If your friends like what you’re up to, there’s a good chance they’ll join your page.

 

Google+ Activity List

Have a Quality Profile PhotoThis is more important than on any other social network, because your profile photo will actually show up in Google searches. People will see the picture you put up actually displayed on the search results page for your name when they Google you.

Check Your DescriptionYour Google+ profile shows up in search engines as a combination of your tagline, your occupation, your employment information and your introduction, in that order. Make sure you have a stellar tagline and complete job information filled out to maximize your brand impact.

3-Google-Plus-Profile

Separate People into Circles – One of Google+’s most important features is the ability to separate people into different circles. Take advantage of this feature to group your followers into categories that make sense. Tailor your updates to different groups of people according to their interests.

Encourage Google +1s – Google +1s influence your search rankings more than any other social media vote. It’s more influential than Facebook likes or Twitter retweets. Get as many +1s as you can by actively asking readers and followers to +1 you.

Get Your Account VerifiedOnce you have 1,000 followers, get your account verified. You’ll get a “Verified” badge on your Google+ page, which helps build credibility.

4-Verified

Twitter Activity List

Setup Your BioSetup your bio or tagline to catch people’s attention to moment they land on your Twitter page.

Customize Your Background – Having a strong background can really change the first impression of your Twitter page. A well crafted custom background that matches your brand can really “wow” your audience.

5-Background

Tweet Often – Twitter has a culture of high frequency posts. Use tools like Seesmic or TweetDeck to schedule your tweets.

Post Your #FFsFollow Fridays is your chance to recommend people to follow. If you think there’s an expert people in your space should really know about, recommend them on Follow Fridays with the #FF hashtag.

Use @Mentions wisely – When someone says something you’re interested in, @reply them. If someone @mentions you, @mention them back. Build communication loops.

LinkedIn Activity List

Add Keywords to Your LinkedIn ProfilePotential employers and partners will often look for contacts by doing keyword searches. Look at other people in your industry and see what kind of keywords they’re using and make sure you’ve got the same keywords in your profile.

Join and Participate in GroupsGroups are a fantastic place to meet other people who’re in the same field as you. Join groups and be an active participant. Offer advice where you can and network.

7-Groups

Complete Your Work HistoryThe more comprehensive you are with your work experience, the easier you make it for other people to get a sense for who you are. Many employers won’t even consider candidates who don’t have their career information fully filled out.

Get as Many Recommendations as Possible – Comb through your network and look for people who harbor goodwill towards you. Ask them to give you a recommendation.

8-Recommendations

Actively Seek Out Connections –  Look for people who’re one degree of separation away from you whom you want to meet. Don’t be shy about asking people in your network for connections. As long as you make it clear that you’re someone who gives valuable advice, people will generally be more than happy to make a referral for you.

 

As you can tell, each social network works a bit differently than other networks. Each network has participants interact with one another in slightly different ways. Tailor your daily activity lists to the specific social network you’re working on.