Creating Facebook & Instagram Audiences that Convert
August 1, 2020 In Blog No Comment

I’m going to be honest. I’ve witnessed some serious Facebook/Instagram Advertising horror stories: blurry photos, crappy videos, broken links, but worst, and I mean absolute worst… lack of proper targeting.

I can forgive more less than perfect images, or videos that are less than crisp – the add a level of authenticity and honesty to (some/most) brands and organizations. What I can’t forgive is hard-working small businesses throwing money away because they are improperly targeting their advertisements.

I live in Eastern Ontario – and I have seen ads for coffee shops in Vancouver (I drink coffee – lots), real estate agents in Calgary (I have family that lives there), and outdoor-type retailers with no online presence from Eastern Canada. I know WHY I am getting these ads – the advertiser has targeted only on my interests (e.g. coffee, friend of friend, outdoors/nature). While I agree that interests are important – it’s only part of the puzzle. Attention needs to be paid to location and age – as well as narrowing the audience with required interests as well as excluding specific interests.

If you’re thinking that you’ve never seen some of these options, it’s may be because you’ve only used Boost Post. If you want the full slate of advertising options and features, you’ll want to set-up a Facebook Business Manager Account.

Once you’ve set-up Facebook Business Manager, you’ll notice that you can target in multiple ways – including people who have visited your website, people who have engaged with your Facebook Page or Instagram account, people who have watched a certain amount(s) of videos you’ve posed to a Facebook or Instagram account.

Yes – it’s true. Trust me, it wasn’t a coincidence that you visited a retailers Instagram account and then instantly began receiving ads for the next 7-10 days.

There is much more to Facebook/Instagram ads than “Boost Post,” like creating custom audiences. Here are my four favourite audiences to create and use in advertising campaigns.

1. Website Traffic via Pixel

The Facebook pixel is a small piece of code that goes on your website. With the pixel, you can bring back website visitors, or find new people who will likely make a purchase or become a lead. In plain language: The pixel will track people who visit your website, and then use this data to serve them your ads based on the activity on your website (e.g. looking at a blue shirt, or new hockey stick). Big brands can use this, and so can you! The pixel is free to install on your website, and there’s no additional charge to Facebook ads – in fact, it will make your ads more effective in the long run! You can remarket to this audience for up to 180 days.

2 & 3. Engaged Facebook Page OR Instagram Users

I love this audience – it’s creepy, but so handy! Want to capture people who visit your Instagram account or Facebook but don’t follow? Well, this audience will allow your ads to be served ONLY TO THIS GROUP. Yes, this ad will only appear to people who have landed on your account(s) within the last 365 days! When setting up this audience you can choose broad or specific actions (e.g. have saved a post). Depending on what you want your ad to achieve, you may choose to be a bit more specific.

4. Users Who Watched Your Videos

If you’re a brand that frequently posts videos OR shares live videos to your Facebook or Instagram accounts, you can remarket to people who have watched a certain percentage of these videos: 25%, 50%, 75%, or 95% or a certain amount of the video: 3 seconds, 10 seconds. That said, take these numbers into consideration when creating or streaming videos – how can you remarket to people who watch some, but not all of your video content. Also, within this segment, you can choose multiple videos within one audience or choose a single video – it’s up to you.

 

Okay – there you have it. My four favourite audience types! Which one interests you the most? Let me know in the comments below!

Jennifer

Creating Facebook and Instagram Audiences that Convert

Title of Article: Creating Facebook and Instagram Audiences that Convert

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3 Time-Saving Social Media Secrets
May 20, 2020 In Blog No Comment

If you manage a Facebook or Instagram account, you understand how time consuming it can be to effectively monitor and maintain an engaging experience! Here are three (simple!) and time-saving social media secrets that will help you save a few minutes — or many minutes — each day!

 

1. Facebook Page Automated Responses

Automated responses via Facebook Messenger allows you to engage with your audience while saving you valuable time! Automated messages allow Facebook Page administrators to set-up templates (and customized) messages and/or conversations such as:

  • Responding to frequently asked questions, such as address, hours, or in-stock availability of products.
  • Customize message streams to engage users regarding their needs for your products or services.
  • Automate a response if your page is (or is not) recommended by a user.

If you are a page administrator, you can set-up these instant replies TODAY!
1. Click Inbox at the top of your Page.
2. Click Automated Responses in the left column.
3.  Click next to Instant Reply below Greet Customers to turn instant reply on.
4. To change your instant reply message, click Edit Message in the middle.

2. Set-Up Instagram Quick Replies

Quick replies previously composed messages that can be quickly used as a direct message. This will avoid typing the same response multiple times! This feature can be helpful to businesses who outsource their social media marketing or have multiple people responding to messages. Templated responses will ensure the same voices carries throughout a brand’s social presence. If you’re considering what messages could be formulated, consider any frequently asked questions, ongoing promotions, or changes to your business practice due to COVID-19.

If you manage your account, you can set-up these quick replies TODAY:
1. Go to your Instagram profile page.
2. Tap on the menu icon in the top right corner (3 horizontal lines), and tap on the gear icon to go to “Settings.”
3. Tap “Business”
4. Tap “Quick Replies.”
5. Tap on the plus (+) sign in the top right corner to create a quick reply message.

3. Facebook & Instagram Creator Studio

You may have noticed that Facebook (and now Instagram) have been highlighting and featuring the benefits of “Creator Studio,” a feature found within your Facebook Page that is a amalgamates various tools you need to effectively post, manage, monetize and measure content across all your Facebook Pages and Instagram accounts. (Did someone say, ‘monetize?’) Anyone who manages a Page (take note Page administrators!) can use Creator Studio, though your Page role determines the specific information you see and the actions you can take.

In fact, within the Creator Studio, administrators can:

  • Post to a Facebook Page,
  • Post to an Instagram (Yes! You can tag people and mention accounts!),
  • Post to IGTV,
  • Save, Schedule or Backdate Facebook Posts,
  • Create a Video Playlist on Facebook,
  • Crosspost to Multiple Facebook Pages, and,
  • Bulk Upload Multiple Videos.

This has certainly become a handy feature for social media managers responsible for managing a Facebook and Instagram account! The other thing to take note of is the emphasis on VIDEO! If you read between the lines of what the Creator Studio can handle, you’ll notice that its features are very similar to that of YouTube! Take note!

Hope you learned something new!

Jennifer

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5 Secrets of Social Media Power Users
April 14, 2020 In Blog No Comment

We’ve all read a list of “amazing” and “life-changing” strategies to increase your presence on social media – and most of the time these lists include strategies such as, “post mind-blowing photos” or “retweet tweets.” While these are good tips, there is so much more to social media than pretty photos and clicking “like.”

I often tell clients, and workshop participants that I am an educator FIRST and a marketer SECOND. I want to provide people with the tools and training they need to ensure their social media works for their business. With that in mind, here are 5 strategies to get you thinking!

1. Install the Facebook Pixel and Re-market to Engaged Customers

Ever wonder how, once you’ve visited a website you start seeing ads related to that product or service – well my friends, that website has a Pixel installed that tracks visitors, allowing the business to remarket to you!

Not only does Pixel exist for Facebook, but it also exists for other social media channels, including Twitter and LinkedIn, among others.

To install Pixel, visit your Facebook Business Manager, and click “Events Manager” and then “Data Sources.” Create a pixel, and then follow the instructions for installation – which either you can do yourself, or email to your website developer to install.

Now that your website has Pixel installed, you’ll want to inform visitors that your website has cookies installed. This can be done through a pop-up banner, as well as a Privacy Policy page.

To ensure you get adequate traffic to your website, you’ll want to launch social media and/or Google advertisements to increase awareness and reach of your business, that ultimately drive traffic back to your website. Once you have a sufficient audience, you can then use this for remarketing!

2. Invite LinkedIn Connections to Your Company Page

You may have noticed that it has been a struggle to increase the number of visitors to your LinkedIn Company Page. However, LinkedIn has recently enabled administrators to invite their personal connections to follow the page!

Using a desktop or laptop computer, visit your LinkedIn Company Page. On the right side of the page, you’ll notice a box that says “Invite Connections!” Click “INVITE” next to the individual connection.

Note: You can only invite 25 connections per 24 hour period.

Happy inviting!

3. Use Twitter Threads to Organize Longer Tweets

One of the biggest complaints I get about Twitter, after the common “I just don’t get it,” is “There’s not enough room to write my message.” (Correction: TWEET!)

Twitter has made it easier for users to create threads. In other words, a series of connected tweets.

This strategy is commonly used by news outlets, who have updated a story with additional information or breaking news.

Threads, however, are also great for users who have information they want to share, that just cannot be contained to the 280 character limit. It is often recommended to end the thread with an image or GIF – ending on a high note.

To develop a thread, create a tweet, then click/tap the + at the bottom of the tweet. This will create a new tweet – repeat until complete.

4. Set-Up Automated Messaging on Facebook

Ever visited a Facebook Page, and a message box automatically opens up with a pressing question you had?

That Facebook Page has set-up automated messaging on Facebook!

Automated messages can include Frequently Asked Questions, Location or Contact Information. Suggest questions people can ask your Page. Then set up automated responses to those questions. Automated responses are sent instantly after someone taps a question.

This is an excellent method to field FAQs, such as hours of operation, location, changes to business processes, upcoming classes/workshop dates – basically, all the questions that you are asked on a repetitive basis!

To set this up on your Facebook Page, visit “INBOX” then “AUTOMATED RESPONSES.” Done and Done!

5. Include an Action Button on Instagram

We’ve all seen it “LINK IN BIO.” But, did you know that you haven potentially have TWO links in your Instagram bio?

Instagram allows business profiles to add an Action Button, which connect your Instagram profile with other services so customers can interact with your business right from your profile.

These services include: Acuity Scheduling, Booksy, Fresha, GoDaddy Social, goPanache, MyTime, Salon Iris, Setmore, SimplyBook.Me, Squire, Vagaro Booking.

Pretty cool, right? Once set-up the button appears in a large banner button under your profile — IN ADDITION TO the website!

To set-up the Action Button, click “Edit Profile” then “Contact Options” then “Add an Action Button.”

Well there you have it – 5 simple actions that social media power users use!

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Social Media Customer Service Support Links
November 4, 2019 In Blog No Comment

Social media platforms (e.g. Facebook, LinkedIn, Instagram) have designed ‘Help’ forums to assist users with individualized questions about their accounts. These common problems may include, account access or privacy concerns.

However, we’ve all faced this scenario… we just want to talk to a REAL person because our problem is unique.

I’ve found the lesser known customer service tools for Facebook and LinkedIn.

Facebook’s customer service tool allows you to use a private chat function TO TALK TO A REAL PERSON, while LinkedIn’s customer service tool’s communication is facilitated through email.

Either way, I’ve used both… and they are fantastic!

Facebook: https://www.facebook.com/business/help

LinkedIn: https://www.linkedin.com/help/linkedin/solve

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The Importance of Google My Business
July 16, 2019 In Blog No Comment

Launched in 2014, Google My Business (GMB) provides business owners control over what “shows in the search results when someone searches a business.” GMB allows businesses to manage their own business data through creating a new profile or claiming an existing auto-generated profile. A GMB profile includes basic business information, including address, hours of operation, phone number, as well as user-generated reviews.

The majority of businesses believe that GMB is a set-it-and-forget-it product; however, there’s more to GMB than meets the eye!

Let’s talk about the two features you should be using:

1. Photos

There are a number of photo options that businesses can utilize on GMB, including both static photos, and videos. Photos by Owner can be segmented into interior, exterior, at work, team, and identity photos, whereas Photos by Customer are a single grouping. What many people fail to realize is the ease that customers can view photos when viewing their GMB listing on a mobile device.

If you’re a business with a presence on GMB, you’ll want to check to ensure all the photos available on GMB are up-to-date! While you’re there, taking a peek at the number of views, you may be surprised!

2. Posts 

Recently, GMB launched the “Post” feature, a product similar to their now defunct Google+ (G+) social media platform. The this ‘post’ appears within a business’ GMB listing This function allows managers to:

  • Add Update
  • Add Event
  • Add Offer
  • Add Product

This is an excellent way to promote blogs, events, or promote specific product offers!

Each of these tasks can be completed through the full or app version of GMB.

Not sure if your business has a presence on GMB? Search: google.com/business/

 

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