Happy 1-Year Blog Anniversary to Me!

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By Sue Brady

birthday-border-edges

It’s been exactly one year since I posted my first article to this blog. It’s taken me down many paths and I’ve met some really cool people as a result. For my anniversary post, I thought I’d call out some of my ‘most read’ posts for your enjoyment…just in case you missed them. Next week’s post will return to the Social Advertising 101 series (Parts 1 – Facebook and 2 – Twitter can be found here).

Maybe it should come as no surprise that not all of the popular posts were marketing related. Enjoy the reads!

Creating Content: 6 Goldmines for Finding Relevant Topics

How to Setup Twitter, LInkedIn, and Facebook for your Business

Why Everyone Should Take Acting Classes

The Multi-touch, Multi-device Attribution Dilemma

How I Added Two Hours Back to my Day

Is Native Advertising the New Online Banner?

How to Handle an Internet Troll

You Are Losing Sales if you Don’t Buy Your Own Branded Terms

 

 

 

 

 

 

Part 2: Social Advertising 101 – Focus on Twitter

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By Sue Brady

Being Social

To continue with last week’s Facebook ‘Boost or Promote’ theme, this week I’ll focus on Twitter as an advertising medium. There are a number of different ways to advertise or boost your presence on Twitter, and your choices will depend on your goals. Twitter is on track to generate $1 billion dollars this year through advertising revenues. It must be working!

To run advertising on Twitter, you need to set up an Advertiser Account. I’ll assume you have already done that part as we move forward with this discussion. With all of the options discussed, there are a variety of ways to target your audience: interests, geography, gender, keywords and more. You always are able to set your budget and how much you are willing to bid for each click or interaction (similar to ‘pay per click’ advertising). Note that your promotion will be seen more if you bid more.

The Website Card. The newest addition to Twitter’s offerings is the Website Card. The website card is a tool to drive traffic directly to a particular webpage, and allows you to display rich website content on Twitter. The user sees an image and a call to action. The cards are marked as ‘promoted.’

The cards have only been available since early May, but this quote from a Search Engine Land article shows results:

“In testing, Twitter said, Website Cards have shown higher engagement and click through rates and lower cost per click levels, compared to similar tweets containing an image and a link. Citrix, for instance reduced its CPC rate in testing by 92% and Betabrand reduced its by 85%. UK-based mobile company Three received 64% more URL clicks and its engagement rate increased 26%.”

After you create a card in Twitter (you can do that following these directions provided by Twitter), you simply ‘tweet’ out the card when you ‘compose a tweet.’

The Lead Generation Card is something altogether different. This type of advertising allows you to collect a reader’s email address without them having to leave twitter. You may have noticed that some tweets have an ‘expand’ option. If an advertiser is using a lead gen card, you’ll see your twitter handle and email address pre-filled on the ‘card,’ along with the advertiser’s offer and call to action. The only action needed is to click the button to send your info. to the advertiser. I cannot tell how widely used these are. I have checked my feeds for days and not come across one of these cards. I even checked the feeds of the first brands Twitter allowed to use this feature, and none of them appear to still be using it. It sounds like a good idea but perhaps hasn’t taken off.

Promoted Tweets – You can promote a tweet in two ways:

  1. Your tweet can appear in a user’s timeline, even if they don’t follow you.
  2. Your tweet can appear when someone does a specific search on Twitter.

It’s no surprise that the second option has higher click-thru rates. Clearly if someone searches on a topic and your tweet is served because it’s related, the user will be more likely to click. The potential downside is that your impression volume could be very low. But if it’s targeted, who cares?! You’ll pay for engagement (retweet, reply, favorite, or follow).

Promoted Trends – You can also buy a # topic to show in the trending topic Promoted Trendssection (with a link to your tweet). Your # doesn’t need to be trending…you just pay to have it appear there.

 

Promoted Accounts – You can promote your account to generate more folPromote your Accountlowers. The goal of doing that is to increase your pool of followers so that they will see your future tweets. You choose who you want to have targeted. You pay per follower gained.

 

Remarketing – Twitter has a tag (snippet of code) you can add to specific website pages, so that if someone visits that website page, you can target them later when they visit their twitter account.

Twitter offers this cheat sheet, based on your goals, to help guide you as you decide which advertising route to take.

Twitter Cheat Sheet

 

Part 1: Facebook Advertising 101 – To Boost or to Promote?

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 By Sue Brady

to be or not to be

With social media being touted as the #1 “most effective online paid channel for driving impressions, clicks, and conversions at a low cost in the second quarter of 2014,” (source: Neustar Media Intelligence Report, Q2, 2014), you should be thinking about social advertising. If your business is new to Facebook in particular, it’s important to understand that there are options to help you increase your fan base and generate sales by increasing the visibility of a post.

And that leads me to the question, to boost or to promote? There are multiple ways to advertise on Facebook, and here I’m discussing how to increase visibility of a specific post.

  1. Boosting a post. This is the simplest way to increase engagement for a particular post. If you look at your posts, you’ll see an option for Boost Post at the bottom right hand corner of that post:

Boost post

 

Once you select ‘Boost Post’, you’ll have 2 choices:

  • Target people who already like your page, and their friends OR
  • Target people specifically based on location, age, gender and interests (you can choose up to 10 interests).

If you target fans and their friends who already like your page, you may reach a lot of folks who aren’t in your target market. After all, just because someone likes your product, it doesn’t mean their friends are also a target for that product. The better option is to target people specifically based on your selections.

The next step is to choose the budget for that boosted post. You can spend as little or as much as you desire. Facebook’s lowest daily suggested spend is $5, but you can spend less.

Boost

  1. Promoting a post. This slightly less simple method is often viewed as the preferred option for increasing visibility of a post in the news feed. It allows you many more targeting options and doesn’t cost any more to use. If you select this option, you’ll be taken to the ad manager tool.

You’ll start here: https://www.facebook.com/ads/create/. Select the first option.

page post engagement

Under Page Post Engagement, you’ll see a drop down box indicator where you can choose the specific post that you want to promote.

Promote page dropdown

Clicking ‘Continue’ will bring up a page where you can choose from a variety of targeting options:

targeting options

If you select Advanced Options Targeting, you’ll have a number of ways you can further target your post.

Advanced Option Targeting

Below this you’ll choose your budget and bidding strategy (all with drop down choices).

Promoting a post is also viewed as a better way to test various targeting strategies to maximize your return. As always, know your goals before you select your options, and then test, test, test to see what will work best for you.