Category Archives: Social Media Marketing

Facebook Advertising for Small Business: What You Need to Know

By
2

Jon-Loomer-PinterestFacebook ads can prove to be lucrative and you can have multiple successful campaigns. Do you know how to set up Facebook ads and cull the best of the bunch?

Do you know when to advertise for more page likes and more leads?

If you don’t, you’re not alone. Many small businesses aren’t aware of tools and techniques they could be using to increase their likes and sales on Facebook. That’s why we asked Jon Loomer, business coach, blogger, and advanced Facebook marketer to show us how, in this week’s episode of The Marketing Agents Podcast.

Podcast: Play in new window | Download

Subscribe: RSS

Big Ideas:

  • What led you to become an advanced Facebook marketer?
    • I was laid off in 2011. After working for the NBA doing social media before that, I had set up my website as an interactive resume.
    • Over time, I saw more traction with my Facebook marketing posts.
    • Less than a year ago, I rebranded my site under the tagline of “Advanced Facebook Marketing.”
    • I decided to make the change in focus based on my paying customers.
    • Loving sports statistics, I naturally gravitated to analytics and website stats with a focus on Facebook marketing.
    • I didn’t know what would resonate with my audience, but I focused on what worked and moved in that direction.
    • I started by dispelling Facebook hoaxes and wrote about it. I found a way to incorporate free advertising coupons and that got good traffic.

    Blog posts to get traffic and posts to get revenue may not be the same, so just focus on what works.

  • What do you say to marketers and biz people that feel they shouldn’t spend money on Facebook advertising and marketing?
    • Just sitting and waiting for traffic to come in works, but not very well.
    • If you stick to a great routine, view your analytics, then it’ll work to a point.
    • If you want more traffic, or a new audience, you’ll need to start spending a few dollars.
    • When you start investing in your success, you’ll start seeing greater results.
    • Advertising is an accelerant.
    • You can start by targeting your email list with Facebook ads – it’s an incredible tool.

    If you know what you’re doing, and you invest wisely, you’ll start seeing great results.

  • Where and how do I start spending money on Facebook ads?
    • Before you even start to advertise, you need to think about who your target audience is and what value you can provide them. What is your content marketing strategy?
    • Once you know your strategy, you need to build that relevant audience.
    • Dedicate a portion of your budget to increase relevant Facebook likes.
    • However, thousands of likes isn’t helpful unless they’re relevant.
    • Graph search is a powerful tool to find people who like your emails, but haven’t like your page or posts. You can also narrow the search by demographics like location, age, etc.
    • You can use graph search results to target your audience.
  • When should we be advertising for more likes and when for more business leads?
    • Constantly have two campaigns running in the background.
    • Campaign 1 can be for getting likes – your friend likes this page, so you should like it too – certain interests for a certain audience.
    • Campaign 2 can be for getting sales – “get this free e-book on Facebook advertising – visit this page.”
    • You should always be looking to grow your audience.
    • I also have a campaign for my weekly webinar that’s constantly running. It drives people to a lead generation landing page. “One time signup, etc.”
  • Should you keep people inside Facebook, or custom tab, or can you lead them off Facebook?
    • I’m not really seeing a penalty if you leave Facebook to a landing page.
    • You can split test a Facebook tab vs. a landing page on your site.
    • Cost is often dependent on behavior. How willing are people to convert on your landing page or on your Facebook tab?
    • People tend to focus on the wrong metrics too.
    • You should be looking at cost per lead and not click-through rates.
  • Is there an ideal budget for Facebook ads or if not, how do I  come up with a budget?
    • There is a budget for anybody. You can get results for only $1 a day!
    • How much you should spend depends on your goals, where you live, and what your target is.
    • Usually, budget for $.50 per like, $1 per app install (Facebook or mobile device), $.50 for leads – but it also depends on what your cost per lead is.
    • Decide what your goal is. Is it # of fans? # of sales?
  • Should we be trying to get into the news feed and ignore the sidebar?
    • The newsfeed is great for click-through rates, but when you consider the CPM (cost per 1,000 impressions), the sidebar is WAY cheaper.
    • The average desktop news feed costs 20 times the sidebar ad spend, and the mobile news feed is 50 times that!
    • A lot of people don’t understand the true cost. So far, I’ve seen my cost per conversion and cost per page like much more efficiently spent on the side bar.
    • Cost per action on mobile is so expensive that it might not be worth your budget.
    • If you’re serious about Facebook advertising and your business, you should be testing various ads, budget allocations, etc.
    • If you keep an eye on it, you’ll be making the most out of your money.

    Test things like crazy. Start broadly. Don’t assume anything. Target a wide range of ages, countries, placement, etc. Let it run for a couple weeks, view your performance reports, then optimize for the rest of the month. Review it again and then tweak the ads.

    What’s the lowdown on power editors for Facebook ads?

    • Boost Post, Facebook’s self-serve ad tool, and Power Editor are tools to use.
    • Power Editor is a Chrome plug-in that’s not dynamic, but it’s great for advanced marketers.
    • Power Editor is great for a/b testing ads, you get first dibs on the newest features, and more control over placement and targeting.
    • If you’re serious about Facebook advertising and growing your audience, then learn Power Editor.

    What are custom audiences and how do you use them on Facebook?

    • It’s been around for just over a year.
    • You can upload your customer email list into Power Editor and Facebook will match up your list to existing Facebook users.
    • You can then create ads based on your targeted email list audience.
    • If you have a product, you’ll probably email your audience about new features or updates. By connecting with your email audience via Facebook, you can target them with relevant product ads that have a call to action.
    • If you’re a new business, you don’t even need to have a huge Facebook presence to take advantage of this feature.
    • The ad by itself or email by itself may not do the trick, but both in tandem may lead to great sales.

Juicy Links:

Rich Brooks
Always Be Measuring

The Changing Landscape of Social Media – Rick Calvert

By
Reply

Rick-Calvert-PinterestPosting and producing consistent, quality content will catch Google’s favor. But is there room for more content?

Do you know how to produce great, relevant content for your audience?

If you don’t, you’re not alone. Many small businesses aren’t aware of tools and resources they could be using to increase their sales and leads. That’s why we asked Rick Calvert, CEO and co-founder of New Media Expo to show us how with some advice and a special discount to NMX 2014, in this week’s episode of The Marketing Agents Podcast.

Podcast: Play in new window | Download

Subscribe: RSS

Big Ideas:

  • Have the tools changed that much?
    • Yes and no.
    • The audience is still about 50/50 divided between business people and content creators.
    • When NMX began, Twitter, Vine, Google+, and Pinterest didn’t exist and MySpace was king.
    • Podcasting and web video have grown.
    • Real quality, long-form content exists now.
  • Is the “Digital Land Rush” over?
    • 3 blog posts per week isn’t realistic now – it did make sense back then though.
    • Different verticals are more crowded than others, but the landscape has changes.
    • If you post and produce new, relevant content, Google will notice.
    • Spend 10% making the content, and 90% marketing it.
    • The “get in now” mentality is not true.

    Look at Derek Halpern and John Lee Dumas – they started from scratch a year or two ago and are now very successful. There’s ALWAYS room for quality content.

  • Any advice on how to get new people to interview?
    • People like to be interviewed. Almost anyone will say “yes.”
    • The more you ask, the better you get at it.
    • Analyze what you did in the past and adapt/change for next time.
    • Explain to them why an interview is worth their time.
    • Making contact is the first step.
    • The worst they can say is, “no.”
  • Are you seeing any trends in who wants a booth at NMX?
    • NMX is definitely a reflection of the industry.
    • You can be there for a day to learn the major players, trends, fads, or influential people – this is why I like conferences.
    • Vine content marketing is definitely up-and-coming.
    • Video and podcasting are growing.
    • Networks that connect bloggers with brands and help them look at profiles to make decisions are becoming popular.
  • Is there truly a podcast renaissance?
    • It’s a tiny bubble in social media marketing, but yes.
    • There’s a critical mass coming, but not yet there.
    • Norm Pattiz, big time radio advertiser, started PodcastOne and believes podcasts will become as big as syndicated radio.
    • Once it becomes normal and easy for people to use, then it’ll be the standard.
    • Podcasts have more control and social media monitoring than traditional radio.
  • Any advice or tips on making a quality podcast?
    • Don’t make your podcast a half-hour informercial about yourself or your business.
    • Give tips for your industry on the best tools, best practices.
    • Interview for valuable content and your audience will see you as a reputable source.
    • Tell your audience what to think about.
    • People are geeky about all sorts of things, so cater to that part of your audience by talking about specs, details, numbers, tech info, etc.
    • Create as much content as you’d like, but make sure it leads to sales or conversions.
    • Decide who your ideal customer is and make content for them.
  • Why should we be in Las Vegas at NMX in January 2014?
    • If you’re a small business owner who wants to better your content marketing, mobile marketing, or social media marketing.
    • It’s the biggest, best conference with the smartest industry people in the world.
    • People from all verticals will be there, like: Amanda Bain, Amber J. Lawson, Amy Lupold Bair, Andrew Vahl, Amy Porterfield, and many others.
    • You’ll get a 360˚ view of the social media world.
    • So many helpful people will be there to connect with and will be willing to help you.
    • You can make great connections inside and outside the conference.

    Any final advice?

    • Get out there and meet people whenever you can.
    • Talk with your peers in real life – it makes a difference. It’s an important part of your ongoing business growth.

Juicy Links:

Rich Brooks
Always Be Measuring

How to Make Your Small Business Likeable – Dave Kerpen

By
4

Dave KerpenIt’s not about YOU, it’s about your customer…so why do so few small businesses talk too much about themselves?

Do you know how to think like your customer or audience?

If you don’t, you’re not alone. Many small businesses aren’t aware they are not focusing as much on what their audience wants to hear and the results they get from social media aren’t stellar. That’s why we asked Dave Kerpen, author of Likeable Social Media and CEO of Likeable Local, to show us how, in this week’s episode of The Marketing Agents Podcast.

Podcast: Play in new window | Download

Subscribe: RSS

Big Ideas:

  • Why does it pay to be likeable and how can a small biz take advantage?
    • It’s not rocket science. It’s super simple.
    • Listen, be grateful, authentic, and transparent.
    • Be a great storyteller.
    • You can be more personable than a big business by listening and connecting better.
  • What are some tactics or strategies to start small business engagement?
    • The interaction starts in real life with the customer experience from start to finish.
    • Don’t ignore social media offline.
    • Connect early and often with your customers by creating contests, promotions, exclusive discounts and other creative ways to engage them.
    • It’s not about you, it’s about your customer and 90% of your content should reflect that.

    Take off your business cap and think like your customer. “If I were them, would I share this content or like it?” If not, then don’t bother.

  • If you’re in a traditionally non-likeable field, how do you become likeable?
    • Most all businesses can be likeable with the correct approach.
    • Figure out who you want to connect with.
    • Make it person-to-person and not business-to-business.
    • Give them valuable, relevant content.
  • Is there any conflict with being likeable and using social media ads?
    • If they’re done right, they’re not disruptive and they can add value.
    • Have great content and you’ll reach the right people.
    • Focused ads with the correct social context will still be likeable.
  • Any time saving strategies for people without dedicated social media managers?
    • Likeable Local has a new free app coming soon that will make it very easy to publish to and manage all your social networks. (More info coming soon!)
    • You can also use popular publishing tools like Buffer and HootSuite.
  • How can you integrate social media into the entire customer experience?
    • Make sure you’re social at any given point.
    • You can bake in social interaction on your receipts, emails, at the end of calls by asking for feedback, sharing their experience, etc.
    • Promotions and incentives help get social media likes, shares, and ultimately conversions.
    • Get creative with how you communicate with your customers.
  • How do we tell better stories as a small business?
    • It comes across in what you say and what you do.
    • Craft your stories ahead of time by using a template with these topics:
      • What were your humble beginnings?
      • How have you solved customer problems?
      • What did your business do to influence your employees’ lives?
      • What communities or charities do you support?
      • What do you do when you’re not working?
    • Tell your stories with audio, video, shares, tweets, posts, ebooks, etc.
    • What are your stories and how are they best told?
    • Unlike traditional advertising, social media is inexpensive and takes less time to build momentum.
    • If a story doesn’t resonate, tell a different story tomorrow in a different format.
    • Once you hit your target, then you know what to focus on.

Juicy Links:

Rich Brooks
Always Be Measuring

10 Social Media Tools You Can’t Live Without – Ian Cleary

By
4

Ian-Cleary-PinterestReading, commenting, sharing, and curating content isn’t always easy. Ian offers solutions to this issue.

Getting the most out of your own content, or other content can save you time and money. 

In today’s episode, we turn to social media expert Ian Cleary, who has used various social media tools to curate his content, and help his audience share theirs.

We talk about Ian’s favorite tools, WordPress plugins, and guides to help you get the most out of your content across your social media platforms.

Now, if YOUR favorite social media tool didn’t make it make it into our top ten, be sure to let us know in the comments below!

Podcast: Play in new window | Download

Subscribe: RSS

Big Ideas:

How did RazorSocial start?

  • Started as a blog focusing on social media.
  • Offered tips and how-tos on social media management tools and analytics tools.
  • Now a business that offers social media advice to other companies, as well as offering valuable content to their audience.

What are your favorite social media tools?

  • 1. Post Planner: Installed within Facebook, it helps manage page content, scheduling content, and is also a content discovery engine. You can search keywords by like or share popularity. This gives you thousands of status update ideas as well as the ability to schedule shared posts in a queue.
  • 2. & 3. Feedly w/ Buffer: Track content across many blogs. Subscribe to blogs within Feedly and then read content on your desktop or mobile device. Buffer integrates to save you time by letting you schedule content sharing at a later date.
  • 4. Social Oomph: Automate distribution of older evergreen content (content that’s still relevant despite it’s age). Use this tool to recycle your evergreen content so relevant Twitter content recycles and thus gives you a chance to pull in more audience and shares.

What are your favorite WordPress plugins?

  • 5. OptIn Monster: A pop-up that helps build your email conversions. It won’t appear unto you mouse over a specific area of intent or if you try to exit the website.
  • 6. WordPress SEO: Helps you identify what to change or edit within your posts and pages to optimize your keywords for search engines.
  • 7. Flare: Social sharing plugin that will follow user as they scroll on the left or right side of screen. Helps people actively share your content on Twitter, Facebook, Google+, Pinterest, Reddit and more.

Any other social media sites or resources you recommend?

  • 8. Agora Pulse: A Facebook management platform that has lets you manage many applications. You can even run a Facebook competition and test it before it goes live. It’s like ShortStack, but with more management options.
  • 9. ScoopIt: Helps you find people that have already curated content. You can follow them to see their best content and then share it with your audience as well as post your own content to broaden your reach.
  • 10. Mention.net: A media monitoring, community management, and analytics tool. Great for small businesses to monitor social media chatter from an audience or niche. Learn what your audience or competition is saying about your brand by keyword and venue. Great for targeting industry keywords as well as giving you ideas for new content or business opportunities.
  • Social Media Tools Guide (from Razor Social): A free e-book that has a list of social media tools. Offers steps to set up these tools and how to manage them.

Juicy Links:

Rich Brooks
The Original Social Media Tool

Business Lessons from a Suitcase Entrepreneur – Natalie Sisson

By
4

Natalie-Sisson-PinterestToo many small businesses remain stationary and inflexible. Natalie preaches freedom.

Freedom to build a new lifestyle around your business can save your audience time and money. 

In today’s episode, we turn to small business entrepreneur expert Natalie Sisson, who has used social media to grow her own business, and help her audience grow theirs.

We talk about multiple income streams, when and how to market your online and offline products, strategies for building your email list, and tools to save time and make money.

Podcast: Play in new window | Download

Subscribe: RSS

Big Ideas:

How did you become the Suitcase Entrepreneur?

  • Had 8 years of corporate marketing & branding experience co-founded a tech start-up.
  • Started blogging about the art of entrepreneurship.
  • Packaged knowledge and skills online, and ran a social media workshop.
  • Took business on the road and combined love of travel.

What do you say to people that doubt you?

  • I just preach the freedom to do what you want, when you want, and where you want.
  • Suitcase Entrepreneur is about teaching your community to use their time and money in a different way to build a new business and lifestyle.

What are your multiple streams of income?

  • Online and in-person bootcamps that can be purchased online or as ebooks.
  • Coaching groups or one-on-one via Skype while recording each session for later use.
  • Product recommendations to build up credibility and trust with audience.
  • Sponshorships for podcasts, products, and other offerings as value for community.

How do you figure out what content to create, what are your steps, and how do you market it?

  • Survey your audience on their biggest challenges and issues and then address it in your content.
  • Try to create something practical while using your past skills and experience.
  • Give yourself time to properly launch your content.
  • Market your product before, during, and after you post it.
    • Make info promoting content beforehand in your site banners, opt-in forms, emails, blog posts, etc.
    • Make a launch period for early bird or loyalty discounts.
    • Consistently talk about your new or current content and reference it after it’s posted.
  • Try to guest blog or create joint promotions with others to help expand your audience and be sure to give newcomers opt-in options.
  • Partner with relevant people and networks.

What are your tactics/strategies for collecting emails?

  • Email twice a week. Once about business and travel storytelling and once with a call-to-action.
  • Put opt-in forms on your blog and try various places and messages to test what works well.
  • No pop-ups! Being in people’s faces all the time doesn’t help, it hurts.
  • Don’t just say “sign up for my email list.” Give your audience a reason to trust you by including some motivation to sign up for more.
  • Listen to what your audience says and be yourself when creating emails.

Do you find you’re telling different stories based on your platform?

  • Not really.
  • Blog videos and podcasts are usually about creating freedom in your business and life.
  • Blog articles are more about specific topics.
  • Tends to use similar messages across all platforms, but will mix it up to see reaction and results.

How did you get writing gigs?

  • A bit of luck, but mostly through connections and past experience.
  • Be open to opportunities.
  • Join relevant networks to open up connections and options.
  • Was approached by Forbes after a past article was highlighted in a Forbes article.
  • Use HARO (helpareporterout.com) to make others aware of your expertise and use it to connect with clients and audience.

Contrary to expectations, Natlie’s blog posts and guest blog posts actually get more engagement than major publications!

What’s the most interesting place you’ve ever been to and want to go back?

  • Laos – It had the most intriguing and beautiful spirit. It’s people were very simple and inviting.

Juicy Links:

Rich Brooks
Lifestyle Entrepreneur