How Small Business Can Still Succeed on Facebook – Rick Mulready

By Rich Brooks 08/17/2014

What role can Facebook play in your online marketing campaigns? Are Facebook ads really that important if you’re a small business with a small advertising budget? The answer is YES!

Learn how to use Facebook ads to automate your business. By doing so, you can know exactly how many leads and sales you can expect for your business each day. Determining how to productively layer, filter and retarget your audience to create your perfect ‘custom audience’, will translate to dollar signs for your business as well as help build your list.

Rick Mulready wants you to master Facebook marketing so your business can thrive! Rick has turned 12 years of corporate internet advertising experience into teaching and consulting with entrepreneurs and businesses on their Facebook advertising and marketing strategies. By applying the same strategies used by some of the biggest names on the web, even small businesses can grow with super successful Facebook advertising.

Podcast: Play in new window | Download

Subscribe: RSS

Keep reading! →

Getting Started with Facebook Advertising – John Haydon

By Rich Brooks 06/08/2014

Do you use Facebook advertising? Do you know how to target your most relevant audience? Do you know to create and market to lookalike audiences from your existing email lists?

If not, then you’re not alone. A lot of small businesses don’t know why exactly they’re running Facebook ads. By taking your most liked, commented, and shared content and then advertising it, you multiply your success.

This week, we chat it up with author, digital marketing consultant, and Huffington Post contributor John Haydon, to learn more about how to use Facebook as an secondary strategy to compliment our existing content.

Podcast: Play in new window | Download

Subscribe: RSS

Big Ideas:

How did you get involved with Facebook?

I guess it’s the place where everybody is. Working with non-profits, a lot of them eventually are asking, “what do I do with Facebook?”
I’ve been involved in Facebook and MySpace when it first came out; Twitter when it first came out. So I tend to be what you might call an early adopter.
With Facebook I saw a lot of non-profits having a lot of success, so that’s how I got into that, but my background is really marketing and sales.
For for-profit, I work for software companies, health care companies, traditional media companies. I feel like that experience is what I’m bringing to non-profits because they generally don’t have a marketing headset.

What do you say to small businesses and non-profits that say, “Facebook should be free. I can’t believe we have to pay for this?”

I say that it’s a non-issue. That’s not a discussion because it’s not free.what a
Some people say, “why, why isn’t it free? Why is our reach declining?” It’s good to understand why, but in the end it’s happening.
Facebook is a public company, and knowing this is important because they actually have to make money every three months. They have to make not just money, but MORE money every three months so they’re always tweaking things and tweaking how they’re doing ads and any way they can even get an extra penny they’re gonna go after it.
That’s the model of most public companies and they do it pretty well. They’re very successful.

Once you do convince somebody they have to spend money on Facebook, how do you get started?

My thinking about Facebook ads, and this might apply to Google ads and other kinds of ads, is that they are salt and pepper, so seasoning. You can’t just eat salt and pepper. You have to have a meal. You have to have steak, potatoes, salad, french fries, whatever you’re going to have. That has to be the meal.
The meal in a sense, is the content – understanding your people and what gets them going. Facebook is a pretty powerful platform for learning this. You can post an update on your Facebook page and you can actually compare that content with other content that you’ve posted on your Facebook page. And you begin to learn, “wow, our Facebook fans really like it when we talk about this. Or they like it when we post pictures of new dogs that are up for adoption. Or new shoes we have in our shoe store. Or they really respond when we post pictures of pizza.”
The first step is to really understand the community and the people. Then supplement what you’re doing with Facebook ads. So, if you do post that picture of a pizza that people are going crazy about, then you can give that more exposure with Facebook ads.
That’s the general rule that I have. Don’t think that Facebook ads is a primary strategy. It’s more like a secondary strategy that’s going to supplement and enhance what you’re already doing.
It’s interesting because I’ve seen more than a few examples where the cost of a Facebook ad will actually be lower if you’re promoting a post that has a lot of likes, comments, and shares.

So, should we first create this content and then if it starts to get traction, then spend money on it?

Yes. That’s the short answer.
The reason why is that if you say, “well, we have an event that’s really important and we think it’s important and people need to see it.” Whenever I hear that I say to myself, “geez, that’s a backwards way of looking at things. ‘What WE think. What WE want people to see…’ Well, let’s see what your people say first. Let’s get proof that that is an awesome piece of content and then go from there.”
When you take out a Facebook ad the only thing you’re paying for is reach. In the long run, reach doesn’t necessarily matter as much as engagement.
So the way that Facebook’s newsfeed works is that the more a user, and let’s say you, Rich, like my Facebook page, the more that you like, comment, and share my content from my Facebook page the more likely you’re going to continue to see that content in my newsfeed.
If I decide, “well, this post is really important and I’m gonna promote it even though it’s a dog,” and it’s really just a waste of everybody’s time, but I promote it anyhow and you see it in your newsfeed, you’re not going to like, comment, or share it because it’s just not interesting.
So what does that do? That enables you to see it, but in the long run what you really want is likes, comments, and shares. You want people that engage with the content so that their friends see that content and are exposed to the organization or business.
You can even think of Facebook as a massive word-of-mouth monster. It’s like Godzilla word-of-mouth. The key from a strategic and marketing standpoint is to see it that way and to leverage your current community – the people who are already customers and who are already consistent donors and supporters, event registrants, and event attendees – to get those people telling their friends about you through your content.
A lot of people view Facebook as a place to just push something out there and hope somebody likes it. There’s really no thinking.
Let’s say there’s an event coming up like Agents of Change, I’m sure you’ve thought about this, but you could post a couple of different updates about that. What do people really care about? Like you said, you’re basically testing the market in a very inexpensive way. You see how people are reacting, what topics they like, what content they like, and then taking the best of the best and then promoting that.

So, with our Agents of Change conference, we think we have some great speakers coming, one thing we might try is to create posts about each speaker and the ones that really start to take off are the ones we want to throw money behind and turn those into Facebook ads.

Exactly. What’s really great are the targeting selections in Facebook are so incredible. There are so many different targeting options.
Let’s say you publish a post about Pat Flynn. People really start talking about it and it really starts to excel and becomes one of your best updates compared to the other updates about other speakers. You can actually target that update to fans of Pat Flynn’s Facebook page that happen to be located near Agents of Change. People may not come from Arizona, I don’t know, maybe they might?
Anyhow, I call it poaching. You can basically poach the fans of another Facebook page like Pat Flynn’s page. You can put that ad right in front of those people. Of course, what are they going to do? They’ve already liked the page and they’re gonna see that post about Pat and of course they’re going to be interested in that.
You also mentioned retargeting which is a such a brilliant approach with Facebook ads. I think that’s an underutilized feature. Someone goes and visits an Agents of Change landing page or the information page and then they leave. They say, “ah, I’m not ready now.” Then they go to Facebook and what do they see? They see the ads in the sidebar. They see that ad in the newsfeed about Agents of Change.
So marketing 101 says to expose people from multiple angles. The more angles you have – email, SEO, blogs, Facebook, Twitter, Facebook ads – the more exposure you create for people the more likely they’re going to take whatever action you want them to take.

What kinds of things should I be looking to accomplish with my advertising? Am I trying to get people to like my page? Or am I trying to drive them to take a certain action like buying something, or sending them to my web page? Where do you recommend people spend their money here?

It depends upon the goal. In your case, you want people to go to a page and register for the event. So you want to drive traffic to a web page. You may pay a little bit more money because Facebook generally charges a little bit more of a premium if you’re directing traffic off of Facebook.
Facebook wants people to stick around, because when people stick around they increase the page views and that’s a direct effect on their revenue. The more page views they have the happier the shareholders are. Shareholders’ happiness is the name of the game.
The first thing is to clarify the goal. What is the goal?
Second thing is to understand the people which we talked about before – posting and testing different updates to see which ones people like and what topics they like. Do they like a photo? Do they like closed questions? Trying different things like that is always a constant thing that people should be doing on Facebook.
And finally, targeting; so the more you understand your people the better you’re going to be able to target that ad. It does depend upon the goal.
So if the goal is to like a Facebook page you’re going to take out a Facebook page like ad to get fans. But even those you have to really target. If you just go based on what Facebook says. Facebook will say, “hey, click here. Two mouse clicks to get more fans.” Of course they’re gonna target very broadly. That’s not going to be effective because then you’re going to have very low quality fans. You might get a fan but they’re not going to see your updates. It’s almost meaningless and you’ve wasted money.
But, if you target really specifically by understanding your people, you’re gonna get fans of your page that are more likely to engage and stick around.
Another goal you could have is to increase engagement on posts. Again, in that case you’re still going to pick the posts that are performing the best and Facebook pages, as you know, has a tool called Facebook Insights. You can quickly go in there and see your top ten updates over the past week. Then based on what your business goals are, you can decide that of these ten posts, these two are really really relevant for the event that’s coming up or really relevant for this product.
So it does depend upon the goal.

Sometimes you can advertise to get into the newsfeed or advertise to get into the side. Is there one that beats the other? Or does it depend?

I would say newsfeed is going to beat the sidebar ads every time. They’re much more effective. They’re much more engaging. Sidebar ads are good because they have more of a permanent fixture, but the downside is that they look like ads. You look at them and know it’s a Facebook ad. Everybody kind of knows what they are.
With the newsfeed with a sponsored story, it is literally a piece of content that hopefully is useful and relevant that’s just simply being pushed out a little bit further to the Facebook users.

Do you have any recommendations for setting a budget or what people should spend to see some results?

Yeah. The first thing is Facebook by default is going to have a setting that says, “let my ad run from today onward.” Like literally, let my ad run forever. Maybe somebody’s hoping that you’re gonna have a heart attack and die and then making money off that. So that’s the default setting, so you always want to select a specific date range.
For the run date, I’d recommend around 3-5 days for any Facebook ad. Because Facebook ads are kind of like relatives and fish – they last just a few days. People see the ad and then they reach this point of diminished returns and then you have to switch up the ad and do something else. You have to keep things fresh.
The other benefit of doing a short run like 3-5 days is that you can get a test. You can test something out and see how it performs. Facebook ads does have an analytics tool so you can see how many clicks, how much exposure, what money you’re spending, and even the click-through rate (which is kind of the magic number or value of the ROI of the ad).

Do you know anything about “unpublished post” and then advertising off of that instead?

Yeah, so unpublished posts are basically a Facebook update, a regular old Facebook update, that’s not published but is pushed out using an ad to very specific, targeted audiences. It is published on the page, but only the people you target are going to see that. It’s an unpublished post.
The example where you might want to use that is for the people who attended Agents of Change last year and you want to offer them a discount. You want to say, “hey, this is just an early bird discount for previous registrants who came last year,” so you want to create a Facebook post about that and you want people to engage with that. But of course we don’t want everyone to see it. We just want the people who attended last year.
That’s where you could take that unpublished post and then publish it to only the people who attended the event last year.
How would you present that ad to only people who attended Agents of Change last year? You would do that through a custom audience. Facebook ads allow you to take an email list, upload it into Facebook ads and create an email list. In this example, you would simply have an email list of everyone who registered and attended last year. So then you’re only presenting that ad to those people that have a Facebook profile associated with each email address on that list.

So you could target any of your other email lists as well?

Exactly. I’ve actually used this approach with a number of non-profit clients, but it applies in the for-profit world too. A typical non-profit problem I encounter is that someone donated once a year ago and we haven’t heard from them. They’re not opening our email list. They haven’t come to events. Where are they? We’ve lost touch.
Well, they’re on Facebook. This is a way for you to get in front of them. Are you suddenly going to reignite their interest and passion? No. But you might remind them and a subset of those people you’ve lost touch with can be pulled back into the fray.
Because guess what? You have their email. I feel like email is still the most important marketing tool. A lot of people feel like email’s dead, but I think that’s idiotic.
So social media does it all the time. When you join Facebook you give them your email and they want the emails of all your friends too. That’s what happens when you sign up.
Targeting to people who you’ve lost touch with, there are so many ways to use those custom audiences. You can even create lookalike audiences. So let’s say that you have an email list of customers and you really want to attract those people who are very similar to your customers. You can upload that list of a thousand people or so and create a lookalike audience which might be 10 -15,000, but they all have similar characteristics.
Let’s say most of your email subscribers are in Maine and they like certain things like the State of Maine, fishing, biking, these different things and so Facebook will assemble a lookalike audience that will basically match the prevalent likes an interests of your email list.

What are some of the biggest mistakes you see some non-profits and small businesses doing when it comes to these Facebook ads? What should we avoid?

Targeting too widely. If you say, “oh, I want to get more fans of my Facebook page and I’m just gonna spend as much money as possible.” There is a mindset and tendency to think that if you throw money at it it’s going to solve the problem.
Money is just money. It’s not going to solve a problem if we don’t go about it wisely. Sometimes they’ll say, “well, I’ve got a thousand dollars, let’s just get a whole bunch of fans.” Whoa, hang on. Let’s not waste your money. Let’s find quality fans.
So targeting is a big issue. Not targeting wisely is a huge huge mistake.
The second biggest mistake is promoting content with an ad that’s just a dog. Like it’s just not good stuff. Why would you want to do that? Your fans aren’t going to like it. No one’s going to like that because no one has liked that in the past because it doesn’t have any likes, comments, and shares. Also, you’re going to pay a higher rate for that ad because Facebook, as a business, don’t want that junk in the newsfeed either.
If they have that junk in the news feed, guess what? The users start disappearing and without the users they’re in big big trouble. They really are truly trying to put the most interesting and relevant content in the newsfeed even if it’s an ad.
So targeting wisely and only promoting the posts on your page that are performing above and beyond the average performance on your page.

Juicy Links:

Get in on the early bird discounts for Agents of Change!!
Grab your seat for the free List Building webinar by Rich Brooks
Check out John Haydon’s website.
Get John Haydon’s book Facebook Marketing For Dummies.
Connect with John Haydon on Twitter.
And be sure to leave a review for The Marketing Agents on iTunes

Rich Brooks
Seasoning Content with Facebook Sauce

How Retargeting Generates Leads and Sales with Nick Unsworth

By Rich Brooks 05/11/2014

Have you been using online advertising to generate leads? Do you know what retargeting marketing is and what pixels can do for your small business conversions? Do you know how to double your leads by combining traditional display ads with pixel campaigns?

If not, then you’re not alone. A lot of small businesses don’t know what pixels are let alone what they mean for your online marketing success. By setting up pixels on your website you can continue to advertise to your customers even after they leave your site.

This week, we target social media coach and retargeting marketing master, Nick Unsworth, to chat about pixels and the importance of zooming in on focused, relevant ads that follow your prospective customers across the internet so they don’t forget your product or services.

Podcast: Play in new window | Download

Subscribe: RSS

Big Ideas:

So bring us up to speed. How did you become “Life on Fire?”

Basically my whole life I’ve been an entrepreneur and I’ve always just been about living the dream and yet I had so many darn challenges along the way – a real brutal and tough journey as an entrepreneur.
I was always chasing and chasing opportunities in real estate until the market crashed. I did network marketing in college and long story short, I ended up with this dream and vision to sell a business by 30.
I tattooed that goal on my own chest on a cross and so I obsessed about it. That was my mission and I sacrificed a lot of my twenties to make happen and sell my business by 30.
What ended up happening was it wasn’t what I expected. I got stuck on as the CEO of a 2-year earn out and it the business was no longer mine. I had corporate partners and everything changed and what I realized is that I wasn’t happy. It wasn’t the money that makes anyone happy.
It was at that moment where I walked away from the rest of the equity I had left and walked away from a ton of money. I said, “all I care about is that I want to do what I love every single day. I want to live MY life on fire,” and that’s exactly what I did.
Once I walked away I had that “a-ha” moment, hired a business coach, and just figured I’d build a business I love and enjoy every single day.
That’s how Life on Fire was born and it’s our mission to help you and help other people love what they do for work and usually the money follows. Everything else follows.
That’s in part how we do digital marketing. You gotta love what you do but you’ve got to be able to get customers too.

Can you define retargeting for us and maybe give us an example?

One of the best ways to think about it is just picture that you’ve gone to the Macy’s website or Zappos or a big box brand and you look for clothes or you’re shopping for anything. You could be at Home Depot.
On Home Depot’s website I was looking for this palm tree looking plant and I clicked on it. I didn’t buy, but I clicked all the way through and just wanted to see if the darn thing was available at my local Home Depot.
Ever since then, I have this plant that follows me around on the internet – it’s starting to become a little bit annoying – but the plant shows up on Facebook on my feed. The plant shows up in my newsfeed on Facebook. The plant shows up on random sites all throughout the internet.
What ends up happening is that retargeting or remarketing means that if you land on a site you get “pixeled.” A pixel is the same thing as a cookie.
If you go to a website and in your browser you get pixeled or cookied and that leaves a footprint and that means if you land on a site the advertiser knows that and they can then serve you ads in other places indefinitely.
What ends up happening is that if you were to take your website and you were to put a retargeting pixel on the home page of your site so anyone that touches that home page with their browser – even if they just head there for a second – instantly that pixel fires and they get “cookied” if you will, and then you now know that and that’s a virtual asset.
Then, you can use a platform like AdRoll.com or Retargeter.com and then you can literally choose to serve that pixeled user display ads throughout all of the internet. You’re talking everywhere. Imagine if they’re on msn.com, your ad might pop up or on Pandora – your ad might pop up. They’re on Facebook – your ad pops up. They’re on Yahoo – your ad pops up.
What’s crazy is that you can serve someone ads all throughout the internet because there’s literally hundreds and hundreds of millions of websites that have space that’s on their ads that’s used for Google and Yahoo and Bing and these big advertising networks.
So, what’s cool is that just by simply putting this tracking pixel on your website you can essentially pixel the people that come to it. Then you can simply choose to turn it on and serve them ads wherever they may be.
These ads are following them around and the whole purpose of all of this is that it’s a newer form of online marketing. It’s all about frequency and being “seen” everywhere.
There’s a brand impact. When I advertise on Facebook people perceive that you’re an expert. Whether you’re a local business – you could be a local realtor or you could be a guy like me as a business coach and I might teach on Facebook advertising – and in that market when you’re advertising on Facebook people start to think, “wow, this guy’s an expert.”
When you start to throw in retargeting, in addition to just advertising on Facebook, they’re seeing my face, your face on Yahoo too, on nbc.com, and all these other big, huge corporate sites. They start to think, “wow, this person has authority.” Plus, you’re just in front of them over and over which tends to increase conversions.
This is all about being seen everywhere and building your brand positioning and most importantly, this is what’s responsible to help people get back to your site to purchase whatever it is that you have to offer through just being all around them.
It’s such a great way to build that brand positioning and most importantly build up the conversions. There’s a lot of different types of examples but one that I think is really timely is – you know for a guy like me or like you, Rich, someone that uses live webinars to sell products and services or coaching – that it’s so interesting because people are always looking for where you optimize that process.
So, a live webinar might use Facebook advertising to drive and get leads to come into an opt-in page. They’re opting to get a live webinar, you then teach some really good free information and then you sell at the end. Well, in that entire process you can optimize your ads or you can optimize the landing page where they’re landing and the copy on there.
Just imagine if instead of 20% that the people that register show up live, what if 50% of people that register show up live because they’re being reminded through these retargeting ads all throughout the internet.
You can increase the amount of people coming into the offer, but with the example of the webinar, that’s an example of one that’s really impactful because if you can double the percentage of people that show up live in a webinar, you’re literally doubling your sales.
So that’s one particular area I’m seeing the most success with retargeting.

How can a small business with a limited budget get started with retargeting? Where do we start?

Yeah, so there are two options.
I would say that if you’re pretty savvy with running your own ads and you’re decent with putting your own copy out there and things like that I would recommend using AdRoll.com.
The great thing about AdRoll is that there’s no minimum budget. It’s very cost effective. They use a CPM model which means you’re paying per 1,000 impressions that your display ad will get. You might be paying anywhere from $.50 to $1.50.
So, you have to have a lot of people pixeled to have a substantial amount of money. The good thing is that this is actually pretty affordable. If you’re a small business, you might have a retargeting budget of $50/month which is really cool.
If you’re a small business in a local market like a realtor, insurance agent, or chiropractor, even if you own a restaurant, people in your town, no joke, go to your next chamber of commerce meeting or B & I meeting – people are like, “oh my god, Nick. I see you everywhere!”
When I was in real estate and if I did this you would blow up in your town because you literally are just all over the place.
If you are someone that doesn’t have a big email list or you don’t get thousands and thousands of visitors to your site per day then AdRoll is great because there is no minimum budget. You can spend $50 a month and they simply give you that code and that pixel is nothing more than just a set of code that you put on your blog or website and they’ll tell you exactly where to attach it.
You can put it in your footer of your website. It’s invisible – no one knows it’s there. What happens is that you literally just put it on the pages that you want to retarget to people. If you want to get more advanced and you want a picture – yeah, you want to retarget people that end up on your home page – you might want to serve them ads to get them back to your home page or to your offer.
However, just imagine that someone that lands on your checkout page for a product or service – I would serve them different ads about that individual product or service. Just imagine, so Home Depot didn’t send me back to Home Depot. Home Depot sent me back to the exact same palm tree thing that I was looking at because they were smart enough to know that’s where I was and that’s what they’re going to show me until I buy it. Once I buy it they’re system is smart enough to know to turn that thing off. That’s why that plant keeps following me because I haven’t bought it yet.
AdRoll is great because it’s very easy to set up. You do have to create your ads and there’s about a dozen different shapes and sizes because, just figure, your ads are going to be displayed on a wide range of websites. You don’t really have the choice as to which ones they’re going to go on. It could be on the Google content network, you’ve got the Yahoo content network, or you can choose Facebook or Twitter, but typically the Google content network is great but there’s lots of varieties in shapes and sizes.
So, you get an idea of what your ads are going to say and then you get the dimensions for those ads and then just have a web developer or graphic designer make those specific ads. You can plug and upload all that artwork and you can turn the puppy on and let it track from there.

So that’s AdRoll, with no minimum budget. It sounded like there was another option as well?

Yes. The other option is Retargeter.com and I’ve used both, but what I like about ReTargeter is that there’s an advertising campaign manager that runs and optimizes your ads for you.
If you’re an entrepreneur and you’re doing too many things and you don’t have time to tinker with this stuff, then ReTargeter’s great because they’ll optimize not only these ads, but they’ll actually even run Google AdWords as well if that’s something you want to do.
Part of the strategy is putting these pixels on your website and that’s great because you’re going to capitalize on people coming to your site and you can follow up with them.
Where the strategy becomes really really powerful is when you combine retargeting with very targeted ads. If you’re marketing on Google for very specific keywords that’s so targeted (e.g., buying a home in pacific beach san diego) – that’s a buying keyword and I could use AdWords for it then retarget anyone that clicks on that landing page or website page.
Facebook – one of our main strategies is we’ll drill down with our clients and we’ll market so narrow, so if it’s health and fitness – (e.g., women that are engaged that live in a particular geographic area near that gym). The ads might say something like “Congratulations on being engaged. We want to help you look your best on your big day. Here’s 7 ways to drop 10 pounds and glow on your wedding day.” That’s so targeted that when you’re using Google AdWords or Facebook to get to those people then when they land on your landing page and opt-in to the offer you’re sending to them then use retargeting on that traffic.
That’s one of the things that makes it special. You zoom in and you target really well. You generate new leads and you follow up with those new leads using retargeting.

So, to be clear, when you’re using Google AdWords at the same time are you serving up the ads based on the retargeting, or are you targeting similar phrases?

Whether there’s Google AdWords or Facebook Ads, that’s one way to go out and do your own lead generation. Whether you’re targeting the keywords or advertising to Pages on Facebook, that’s just a way to create good lead generation and then retargeting is always the after effect.
It’s only once they click on that offer then they’re going to get retargeted using AdRoll and they’re going to be seen all throughout Google and random websites online.

But, our retargeting ads aren’t going to be a part of those Google AdWords like the “sponsored” ads on the side are they?

No. Those are totally different.
These are more display ads on different websites. When I say things like the Google content network, basically there’s millions of websites that sell space on their websites. So, instead of managing their own advertisers, let’s just say I’ve got a box on my website that I want someone to advertise there it could be a huge pain in the neck to try and get sponsors and all that stuff.
Basically, they can sell that space to Google and Google will fill it up just by using things like remarketing and retargeting. It happens automatically.

So, when I set up my retargeting am I going to target people who maybe the last thing they saw was my SEO services, or could I set up three different campaigns based on the three different pixels that are in there?

It can get pretty robust. It can literally be as in-depth and creative as you want to go.
Think of it as having rules. You could set it up to be really intelligent about it and have different pixels on different pages so that you know exactly what’s happening. You can choose to segment.
Think of it this way. In the same way you segment an email list that you have and you know that these 3,500 people purchased a product, and these 1,000 people opted in for an offer. The same way you tag people in your email list or in your CRM, the same thing is true with these pixels.
The more detail you have in there the more creative and flexible you can be with how you want to serve ads to people. The cool thing is if you have different products I would put different pixels on each product and then it’s your choice when you want to serve those ads to those people – do you want to automatically have it be the last product they viewed? You can set it up that way. You can have it that when someone purchases that particular product think of it as having another pixel on the checkout page that essentially negates the one before it.
Now, it doesn’t negate the pixel and just wipe it out, but it would be smart enough to know that it won’t continue to serve them ads because they just purchased. That’s cool because it’s intelligent enough to turn off after they’ve bought it so you’re not nagging someone that already bought it.
I think overall, one of the most exciting aspects of this is that we all think about an email list as an asset for a business. Everyone’s always talking about the foundation for an entrepreneur or even small businesses is having an email list. That’s your follow up tool and that’s how you build rapport and relationships and that is what allows you to earn income and all that good stuff.
The thing that’s interesting is that as you build up this virtual, invisible asset for your business, if you have 100,000 people pixeled imagine that I could take that virtual asset and decided to run ads for your event, Rich?
That becomes something that I know they’re targeted entrepreneurs. I know that I’ve paid to get them pixeled. I’ve either ran Facebook ads to get them pixeled on that page or they landed on my website. They’re very targeted.
The cool thing is, when I used to run my Facebook advertising agency I would do this and I would only choose clients that were in the space that I was in because I was building up this virtual asset of all these pixeled people that I could also serve ads.
For example, if I had five clients that were all in the entrepreneur category, I could leverage this virtual asset that I owned as the advertising agency. I could leverage that asset for all of it.
So, if it’s costing you a dollar to get someone to click from a Facebook ad to a very targeted landing page that’s a dollar. But, once they land on the page I already know that they’re a very targeted lead. Now it’s only going to cost me a penny to take that person and show them an ad again on retargeters.
It’s a pretty good high quality asset I can use over and over which is great.

So, if I understand you, I don’t need to only drive people back to the website where they were first pixeled, I can really drive them anywhere?

Absolutely, that’s what so cool, I mean if there’s awareness and they know you and your brand it’s more congruent and synergistic to send them things that are relatable to them and what they’re interested in. If they know you, and your face is on there for your company, then if your face is on those ads for your event, that’s very congruent and that’s going to convert and work well.
However, if there was an affiliate product and thought your audience would also like that, you could be an affiliate and just serve those ads to a completely different offer. So wherever you choose to send them with those ads is totally your call.
The cool thing is that no one knows who’s serving them the ads so you’re not going to tarnish a relationship with someone by sending them ads for an offer because they have no idea how they’re seeing them on that site.
About four years ago I was getting into the industry and this and that. My goal was to build relationships with the “gurus,” the guys on the stages selling courses.
What I did was I wanted to be an affiliate for them because that’s the fastest way to become friends with someone – you make them a whole bunch of money and all of a sudden they love you.
So I became an affiliate and was selling their products and services and I didn’t have an email list. Even if I did have one, I wouldn’t want to hit up the email list over and over to make them buy people’s stuff and burn relationships. However, I decided to run ads on Facebook for their products and services and I just chose to give away an iPad to someone who purchased their product through me.
If it was a $2,000 product and I got $1,000 in commission I’m up $500 (the paid is $500). So, I use that model of running ads as an affiliate and giving away a bonus and using retargeting and I crushed it. I literally had six figure gross promotions as an affiliate. It was unbelievable. It was like the easiest money I’ve ever made. I built tons of relationships.
It got a little more competitive because I taught it at a couple seminars. Here I am sort of the guy with the big heart like, “oh my god, this is working so well you guys have to do it,” and then everyone started doing it.
Building up this virtual asset and sending these people back to your offers – it’s all about being seen everywhere, builds up brand, and helps increase conversions.
If you run ads on Facebook you’ll notice that if you’re running ads to 50,000 they won’t serve ads to 50,000 people your ad once, a second time, or a third time. If your budget is smaller, they will take 10,000 out of the 50,000 and they’ll show your ad 10-15 times before they’ll start showing the next 10,000 the next ad 10-15 times. They understand you can’t see the ad once. It has to be in their faces over and over and over.
That’s exactly why AdRoll and retargeting work so well because it’s the frequency and it’s being seen everywhere.

I’ve heard there’s a minimum of site traffic I need for retargeting to really work. Can you speak to that?

You’re basically paying on a CPM model, and it could be anywhere from $.50 to $1.50 per 1,000 people, so you want to have thousands of people pixeled.
Your budget might be $.50 a month and that’s okay, but your goal is to have thousands of people and to build up this asset.
You want to take your website traffic and ramp it up. If you don’t have a lot of people you can take this pixel and you can put it HTML email newsletter. You’re pixeling the people who open your email. You’re pixeling the people on your website. You might run Facebook ads and send that ad traffic on Facebook to a free offer that you then pixel there.
The good thing about AdRoll is there is no minimum and you can get started even if it’s small. I would say start putting these pixels on your website right now and just build it up.
As far as running ads to it, you’re not gonna get a whole lot of action if you only have 300 people in there. It can still be beneficial, but it’s just not a lot of people.
We found that you really want to have over 10,000 people pixeled to get enough impressions and enough action in there.

Let’s say I don’t have 10,000 people pixeled. What are some of your tactics to get up that number?

The number one thing is getting new traffic.
Using Facebook advertising and running a campaign, getting very specific in who your target market is, so that when you run an ad on Facebook and you’re targeting that perfect customer, that ideal prospect, that’s so targeted. Even if someone comes to your website, people come and then bounce off if that’s not even as targeted.
If you run a Facebook ad you can zoom all the way in. I could target my sweet spot, like men that are 28-33 that are interested in becoming an entrepreneur that like Gary Vaynerchuk, that like Entrepreneur on Fire, it’s like “boom,” if they have those qualities, they’re perfect for me.
Then, I run an ad on Facebook and I might send them to a free webinar, or free video, or send them something of value. I’m sending them a gift because I want to then get their email address, but really all I want them to do in that Facebook ad is to click it. When they land on that website page the great thing is that even if they opt-in or they don’t opt-in to the goal (which is their email), I can still pixel them right then and there using Facebook ads and retargeting.
Any business owner can use highly targeted Facebook ads, drive leads to your business, get those leads to cash flow and then pixel where they land so that you’re growing your base of pixeled browsers that you can then remarket to as well.
That is the most efficient way because then you can track that campaign. Our goal is when we run a webinar where we sell we’ll track our Facebook ads. We’ll know how much it costs for someone to opt in. We’ll know how much it costs per thousand impressions we’re sending out on AdRoll.
Then, we’re looking at things like what percentage of people showed up live to the webinar. What percentage of people converted that night. How much is our cost per sale.If we’re spending $300-$400 to get someone to purchase our $1000 product, that’s cool. If it costs us $450 for someone to buy but we’re selling at $1000 we will take that all day long and just increase the spend.
The opportunity is that as long as you know your numbers and you can create conversions and even if you were to break even, I would rave that up all day long. The beautiful thing is that as soon as we have an offer that converts and we can make a positive return on our advertising expense, then it’s literally as simple as you just turn up and dial up the ad spend.
So, if we earn two times our money on our Facebook advertising – for an example, we did a webinar, brought in customers for a little over $400, but we’re earning $997 and it’s all margin because it’s literally just my time to coach and we ran that and did about $20,000 in sales in about a week – so when we do this the next time we’re gonna ramp that up and quadruple our advertising budget and we’re going to do it again and again and again.
That’s the beauty of paid media. Once you have an offer that converts you literally just increase and increase and increase. That’s how I’ve taken a client like Andrea B. who’s in aromatherapy. This woman did a webinar. The most she’s ever made in a month is $50,000. I taught her how to do webinars and she earned an extra $10,000. Her gross was $60,000 and she broke her own record. Since then, all we’ve done is increased her lead flow using Facebook ads. We’ve increased the number of people that’ve attended her webinars which she started because of us. We retargeted all those people and she went from $50k-60k, $60k-80k, from $80k-$125k, from $125k to up over $330,000 a month!
All that is literally as simple as getting your offer to convert and then you’re just increasing your ad spend.
Then you want to just find where that ceiling is. Her ceiling? Who knows? Maybe it’s $500,000 a month, maybe it’s a million a month. The great thing is that any business can scale and ramp up fast with paid advertising.

Is there a way to include that pixel on something like GoToWebinar or how might you hack that system to be sure I’m getting all that information?

Basically when they provide you with that piece of code that goes on your website you are setting up those different pixels for those different scenarios.
What happens is when that person lands on the site, the browsers contain all that data. There is definitely a turnover when someone clears out all their cookies or something like that. That will wipe out that browser data. Typically there’s not that much turnover from clearing cookies a whole lot. Us internet marketers might be more aware of it than the average consumer.
You have the flexibility to create these on your own and how you would like and then when you’re serving your ads you want to make sure that you’re just using trackable links.
I recommend using affiliate links for your own stuff so you can always track and know what’s converting from where. We just set it up using an affiliate program.

Juicy Links:

Get in on the early bird discounts for Agents of Change!!
Check out Nick Unsworth’s Life on Fire.
Check out Nick Unsworth’s website.
Connect with Nick Unsworth on Twitter.
Like Nick Unsworth’s Facebook page.
Check out AdRoll.
Check out ReTargeter.
And be sure to leave a review for The Marketing Agents on iTunes

Rich Brooks
Retargeting Pixels Like a Boss

Optimizing Facebook Marketing for Small Business – Mari Smith

By Rich Brooks 04/13/2014

Do you have an unused or outdated Facebook page for your small business? Have you had trouble keeping your audience as Facebook continually changes its algorithms? Does your marketing plan include room for Facebook ads?

If not, then you’re not alone. A lot of small businesses don’t think their Facebook page is worth maintaining or not worth an additional ad budget. By using a well-rounded marketing strategy with consideration for organic search, paid promotion, and some creative techniques, you can optimize your Facebook page for growth once again.

This week, we bring in Mari Smith, social media leader and Facebook marketing expert, to talk about how we can tune-up our Facebook page to get the results we want.

Podcast: Play in new window | Download

Subscribe: RSS

Big Ideas:

How did you first discover Facebook and what drew you to it?

I’m very blessed to be a natural networker. I have a very outgoing personality and I was always a pretty networked person in the offline world.
Back in mid-2000s I got invited to be on the beta test team of a Facebook app and I had barely heard of Facebook in early 2007. I’m very techy. I love people and I love technology. Those are my two passions. I had been somewhat active on LinkedIn, Rise, Ecademy, Plaxo, etc.
Also Myspace…I always thought it wasn’t for business – it was for kids and musicians and so I was a little bit of a holdout.
I thought, Facebook, not another online social network, so I was a little resistant, but it was an absolute defining moment in my life. I agreed to be on this test team of the app, and it was called PodClass – it was an education app.
I pulled up facebook.com and time stood still for a moment. I love the layout and format and the ease with which I could find people I had long admired – influencers, authors, speakers, and leaders – and with a click of a button we’re friends and we’re chit chatting…no middle man, no secretary, no virtual assistant, anything like that.
Before long I became a raving evangelist for the platform. I don’t work for the company, but I absolutely love it. I have an admiration for Mark Zuckerberg and his vision to make the world more open and connected, and in a short period of time I was raving to everyone about Facebook.

There’s been a lot of discussion around how difficult it is to get organic traction on Facebook. What do you say to small businesses that think it’s no longer worth it to be on Facebook?

The bottom line is you absolutely have to change your strategy. What used to work 6 months ago no longer works, that’s clear and obvious. So, we have to stop tearing our hair out and getting angry at Mark Zuckerberg, and the whole company, and just accept it is what it is.
We had a wonderful free ride for many many years and now the problem is where the companies that have built a Facebook audience and have come to rely on their audience on “rented land.”
You’ve got think about “where can I build this audience on my own land?” – that would be your email subscriber list, your blog subscribers, migrating people over to your site and platform but still engaging with them on Facebook when you can but being very strategic about making offers and lead generation from Facebook.
There are several things here with the drop in organic reach – and I’ll say as a side note, my organic reach per post went from 50,000 on average in late 2013 to now in April 2014, I’m lucky if I can get 3,000 – I’m in the same boat.
I have this relationship with Facebook and a love for people and technology and I really study human behavior and psychology. I think how to present information in a way that’s very personable and not markety or salesy, so often I can get an organic reach from 8,000-15,000 people per post.
So, it’s still possible to get some organic reach. The other thing is that we do have to set aside a nominal budget to pay for some promotion and get more amplification for people to see our content.
DO NOT abandon your Facebook efforts.
I tell people the main reason to be active on Google+ is because Google owns search. The same reason applies for Facebook.
A main reason to have an active Facebook page with content engagement and conversion is that Facebook is the 2nd most trafficked website in the world. All that content on your Facebook page is good for Google SEO.
Another reason is that it’s the number one social network with 2 billion active users. You can’t walk away from an audience that big. You only need a teeny teeny wee percentage of them to respond to your content to get decent ROI.

So, you need to stay there because that’s a way to feed your email list and it’s something you own, unlike Facebook which is like a networking event. Does that summarize what you’re saying?

Yes, and want to recommend that people stay away from that boost post button – it’s absolutely ubiquitous and it’s in your face wanting you to spend money. My friend John Limmer, said “the boost button is the ‘crack’ of Facebook.” You spend $5, $10, $50, and you see those numbers go up.
Be careful of accumulating vanity metrics – getting more likes. Unless your converting them into leads, getting them onto your email list which you own and can nurture, unless you’ve got that in place, you’re just building likes for the sake of it. Same with the engagement numbers – like PTAT.
PTAT doesn’t pay the bills!
The bottom line is with paying with post, you use the Facebook ads manager, or even better, the Power Editor. You can get much more granular targeting and placement so you can choose to place your promoted post on the mobile or desktop news feed. 75% of Facebook users are looking at it on your mobile device.
The other thing is that you don’t want to just pay to promote a piece of content for the sake of promoting it or getting more eyeballs.
Only pay for posts that have a strategic, measurable business objective behind it.
Once a quarter, I do a launch. I launch a free webinar and then I sell an online course and that’s my bread and butter income. So, I pay for promoted posts during the time I’m offering the webinar and course – so a few weeks out of a couple months – otherwise I’m just posting regular every day content by adding value and engaging.

What are some of the best practices to set up or maybe optimize a page that hasn’t gotten a lot of love and attention? Where do you start?

I really recommend that small businesses have an integrated marketing plan that includes their other channels, so Facebook won’t be the only one, so you’re probably growing out a profile on Twitter, Instagram, and Google+ especially for local businesses because that’s where people find you with the place page on Google.
The good news is that it’s not that difficult to have a really good content strategy where it’s a blend of original creative content and curated content and there’s many different apps to cherry pick and pick out the best content and share that.
I use HootSuite every day for scheduling tweets. I use Facebook’s own scheduler for posts.
I think the key here is consistency. Small businesses optimizing their Facebook page – commit to one good post a day. Make sure you have someone on your team that’s dedicated to watching for engagement and resounding to comments as promptly as possible. Responding to reviews if you have a place page, a local business, you can respond to positive and negative reviews.
Take a three-pronged approach to conversion strategy – content, engagement, and conversion. You get those three components in place and apply it to your social networks.
Do what you can in the time you’ve allotted. Don’t get overwhelmed and stop before you start!

So, now when someone leaves a review on your business page, you now have the opportunity to respond to that review specifically?

Yeah. Just the page owner though. You can’t have a conversation with other fans.

Are custom tabs still relevant for small business and if so how?

This is a tricky one because there’s a brand new page design rolling out. It’s very much in keeping with the profiles. It’s a wider single column on the right hand side. The apps have turned into tabs, so you can only have one next to your photo. The rest are shoved way down beneath or even below the fold based on the size of your monitor.
As a consumer I rarely click on tabs, but I love to see creative uses of them for two things – one would be promoting other social channels like Twitter, Instagram, Pinterest – letting people know you’re on those and number two, email – having some compelling call to action to get people to get to click and sign up and join your email list.
Even if that ad is a simple redirect link. I love being able to put a redirect link and I use an app called WooBox.
Any time I’ve got a class going on people can go to my page and they can just click on the badge and it takes them outside of Facebook right on to my sales page. You don’t even have to build an app, it’s just a redirect.

Do you think that it’s still important to keep people within Facebook now, or is that less important these days?

I love this question. Remember how I said 75% of users access it through your mobile devices. For a long time Facebook page owners have been blissfully unaware that you can’t access tabs on mobile. The design doesn’t let you click on tabs or apps.
However, you can be creative and use TabSite or ShortStack which have great apps that use “smart links” and the device can tell if you’re on mobile or desktop and creates a mobile-friendly version of the link to your app.
Let’s say you have a contest. Apps are fantastic for contests. To properly collect leads, and draw winners and random, and a sweepstake, it’s best to use an app.
You can create a post on your wall (that you can pay to promote) and you can include a smart link so when people will see it in their mobile feed they can easily sign up to your contest or join your email list.

It seems like Facebook is always tweaking its “EdgeRank” algorithm. What are some of the most up-to-date best practices for organic reach in the news feed for a company?

Kudos. Facebook has actually been quite adamant that they don’t use that term. It’s actually called the “Facebook newsfeed ranking algorithm.” It’s much easier to say “EdgeRank” though, right?
There are over 100,000 factors that go into that algorithm. Any time a user visits Facebook whether desktop or mobile, there are a potential 1,500 stories it could display because people over the years have garnered more friends. The average is now 350 friends.
Over the last year the number of pages users have liked has increased more than 50%. So we’re liking more pages and we’ve got more friends so that means more stories we can share.
Facebook is pouring all of this potential content that we could see through this complex algorithm that weighs all kinds of things about popularity, who else has seen it, the type of posts, how recently it was published, even posting preferences like photos versus just links. It’s crazy how granular the thing is.
I’m actually encouraging my clients and students to increase their frequency a little bit. If you normally post once or twice a day, see if you can double up content and do 2 or three times a day.
Really experiment with time zones – evenings and weekends. I’ve been harping on about this for years. So many businesses are missing out by not getting on to the newsfeed on evenings and weekends – that’s primetime. That’s when most people are on Facebook when they’re on there for social reasons.
Don’t be afraid to schedule things in the middle of the night especially if you have a global audience.

Can I post the same thing multiple times a day, or should it be different content every time? Or a different approach to the same content?

It doesn’t have to be unique content. The greatest thing is OPC (other people’s content). Sometimes people get afraid of sharing other people’s content – it’s just amazing. It’s that old Zig Ziglar quote “if you help enough other people get what they want, you’ll get what you want.”
Keep generous and abundant with sharing relevant, related, quality content, you don’t have to send people directly, but just value-added content. You can use content curation tools.
I use Content Gems (contentgems.com) every single day. I know a lot of people like Sway, or Sponge, there are great tools for surfacing relevant content.
I would absolutely not post the same thing in a day. I’d watch how your audience is responding and you can reshare it at a later date on Twitter if it does there (the following week or 10 days later).
The same thing with your Facebook page, dig deep into your wall and create a new fresh post with the same content.

I don’t feel the same pressure with Twitter. With Facebook, I’m always concerned that if I put out a dud, Facebook says “people don’t like Rich’s or flyte new media’s content so we’re gonna show them less of it.” I wonder if that’s one of the things that are holding people back?

I honestly don’t think people give it that much thought. It is true, Twitter is a whole different animal.
People do get really self conscious or are judging themselves thinking how they can come up with something brilliant to say several times a day.
The good news is that you’ve got to have a mixture of your own content combined with other people’s content. You don’t have to get that wild and crazy. Just keep experimenting.
One of my most popular posts in the last several months, on a Friday night I come home at 1am and put “It’s 11am Pacific time here in San Diego. What time is it in your part of the world?” I got hundreds of responses. I couldn’t believe it. It was something so simple like that.

Are there any other activities as pages we should be engaged in? Is there anything else we can do to increase our visibility and activity on Facebook?

A little known trick I love to share is that not many people realize that every single post has its own unique URL.
Let’s say you’ve got a post that’s doing really well, and if you want to drive more traffic to it, shorten that URL with something like Bitly and tweet it out. Include one of your Facebook posts in your email newsletter.
I frequently see a bump in engagement because I’ve driven traffic outside of Facebook to a specific post. That’s a really cool trick.
As a page you can post on other pages.
You probably want to make use of the Pages Feed. This is a fairly new thing. Under the Pages category there’s something called “Pages Feed.”
If you interact with that on a regular basis with pages you can also get in front of other businesses.

What are some of the benefits that small business owners can get from creating and promoting a personal profile and really leveraging that?

It’s a concept that came about in 2012. Facebook introduced a concept similar to Twitter called “follow.” It’s an optional setting in Settings called “followers.” You can choose to turn that on or not and any post you share to “public” people can sign up to see those in their news feed. It’s a similar algorithm to Pages.
Anything you share to just “friends” nobody can see but friends.
I turn my “follower” on immediately. I think it’s an overlooked feature. I have 423,000 followers. I’ve got to say, many of them are foreigners and don’t speak english, and aren’t my friends, but they do interact with my content.
You have three opportunities to be seen in the news feed. One is when you post content to your friends from your profile. Two is when you post content to “public” so that your followers and friends see it. And three, is from your fan page posting to people who’ve liked your page.
You want to have a strategy that includes all three. I wouldn’t post the same content to all three audiences, just keep mixing it up.
You’ve got to have that top-of-mind awareness. I’m much more personal. I share a quite bit more personal stuff. I like to say to people, “hello, there was life before Facebook. Why would you want to have it super locked down and private?” That’s great, and I’m not judging you, but you could make use of a secret group, like the one I have for my family, where nobody even knows it exists except the people in it. We share somewhat private things in there.
Facebook has always been my strategy. I don’t use Facebook for super personal private stuff.
Small business owners are missing out by not being active on their profiles.
If you look at your newsfeed, 90% of posts are from people, not pages.

How often would you recommend we check our Facebook Insights for our business page? What are some of the most important things we should look at?

Some people are religious about checking them.
There are some apps out there. One is Edge Rank Checker, another is Agora Pulse, and another is Social Bakers. They have a great amount of social stats for Facebook and more.
Otherwise you’ve got your own insights on your page.
One thing you might want to check is your demographics. You go to the “people” tab and you want to see where’s the majority of your fans. It shows you three categories – your fans, the people you’ve reached, and the people that are engaging with you. Sometimes they’re in different areas. Most of my own fans are in Los Angeles, but the people I engage with are in London.
These are rolling numbers. They’re updated anywhere from a week to 28 days.
You can see where your people are located because that will inform you when you do pay to promote posts you can get real granular in the Power Editor and promote to specific areas that are already engaging and active with you.
You can also look at when people are online. Facebook shows you when the majority of your fans are online and that’s usually quite helpful – it’s under visits.
You can also see where people came from, the external sites they came from. It depends on how analytical you want to get.
You can go as far as exporting the data and crunching the numbers on a spreadsheet which isn’t a bad thing. There are a couple columns in there that let you see all of your fans and how many you’re reaching. The “reach” is showing you fans and non-fans, so it’s kind of a skewed number.
You might want to download and export your data to see how many of your fans you’re reaching.
I’ve gotta say, I’m not a big analytics person. I don’t crunch the numbers like crazy because Facebook is too precarious when it comes to giving me real solid data.
You’re better crunching numbers when you’re placing ads.

So it sounds like you can export data, but it’s not crucial unless you’re going to start spending money on advertising and then you’ll want to pay more attention to some of the insights and analytics you can get.

Yeah, 100%. By the way, just another plug for ads. Even if people did $10/day for budgets, it is the most targeted traffic that your money can buy.
And now, a fairly new feature is called website custom audiences. So, let’s say you have a sales page or an opt-in page, you can take the people that are logged into Facebook and are visiting your page, blog or website. You have a piece of code (or pixel as it’s called), and that pixel fires when people visit that site and now you can then place ads on Facebook targeting people who’ve visited your site.
It’s often called retargeting or remarketing. Often, if you’ve visited a website and then all of a sudden that very thing that you were looking at follows you all over Facebook.
For me it’s shoes and dresses!

Juicy Links:

Get in on the early bird discounts for Agents of Change!!
Check out Mari Smith’s website.
Connect with Mari Smith on Facebook.
Connect with Mari Smith on Twitter.
Check out the Facebook Marketing Master Class with Mari.
Check out Power Editor.
Check out WooBox.
Check out TabSite.
Check out Short Stack.
Check out ContentGems.
Check out HootSuite.
Check out EdgeRank Checker.
Check out Agora Pulse.
Check out Social Bakers.
Check out Perfect Audience.
And be sure to leave a review for The Marketing Agents on iTunes

Rich Brooks
Facebook marketing is dead. Long live Facebook marketing.

What role can Facebook play in your online marketing campaigns? Are Facebook ads really that important if you’re a small business with a small advertising budget? The answer is YES!

Using Facebook to help build your business brand is more than just getting “likes” on your page. But how do you take those “likes” and turn them into a true business asset?

Do you use Facebook advertising? Do you know how to target your most relevant audience? Do you know to create and market to lookalike audiences from your existing email lists?

Big Ideas:

Juicy Links:

Have you been using online advertising to generate leads? Do you know what retargeting marketing is and what pixels can do for your small business conversions? Do you know how to double your leads by combining traditional display ads with pixel campaigns?

Big Ideas:

Juicy Links:

Do you have an unused or outdated Facebook page for your small business? Have you had trouble keeping your audience as Facebook continually changes its algorithms? Does your marketing plan include room for Facebook ads?

Big Ideas:

Juicy Links: