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Now You Can Target Facebook Ads to Those Who Engage With You

This article was originally posted on rso-consulting.com.

Even if you have trouble keeping up with all of Facebook’s changes, you’ll want to pay attention to this one. Your Facebook ads can now be targeted specifically to people who engage with your page or ad, using a new feature called Facebook Page Engagement.

What is Facebook Page Engagement?

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The Facebook Page Engagement feature in Custom Audiences gives you precise targeting for Facebook ads.

Located in your Ads Manager account under Custom Audiences, the new Facebook Page Engagement tool allows you to take your ad targeting a step further. You can target any user who has engaged with your page or ads, using one of these six different conditions:

  • Everyone who engaged with your page – Like the name suggests, this option targets everyone who has engaged with your page or ads on Facebook or Messenger. It gives you the broadest audience selection of the six, but it may return the least conversions.
  • Anyone who visited your page – No mystery here. This option lets you target your Facebook advertisements to anyone who has visited your page. The audience is a bit narrower than what’s available with the previous option.
  • People who engaged with any post or ad – This Facebook Page Engagement option gives you even more precise targeting. It includes people who engaged with any of your posts or ads, including reactions, shares, comments, link clicks, and carousel swipes. It’s a great choice if your content gets a lot of action, because it essentially lets you remarket to those who have already shown interest.
  • People who clicked on any call-to-action button – Any time someone clicked on a call-to-action button (in an ad or in your shop, for example), you can target your Facebook ad to them with this option. Consider this option when you want to remarket to someone who clicked but didn’t convert the first time around.
  • People who sent a message to your page – If you get a lot of messages on your page, then this option could be a great way to follow up with a special offer via Facebook ads. The audience is narrow but more likely to convert since they’ve reached out to you before.
  • People who saved your page or any post – This last Facebook Page Engagement condition is a natural fit for anyone who saved your page or your post. You may want to use this option to target this audience with ads featuring content similar to what they previously saved.

When setting up your Facebook ad using Page Engagement, you can also specify the window of engagement. For example, you can target your ad to everyone who engaged with your page in the last 180 days. Or you can narrow it down to people who sent you a message in the last 60 days.

Facebook Page Engagement is like hyper-targeting for your Facebook ads. It’s a great way to touch warm prospects who have already shown interest. Give this new feature a try, and compare your results with your previous campaigns.

10 Steps to Go Viral on Social Media

10 Steps to Go Viral on Social Media

 “Let’s go viral.” It’s a phrase we hear it all the time, yet the truth is people think by just saying those words aloud, as if they are ordering a side of fries, makes it happen. And that just isn’t the case.  There are two types of viral: the random content that takes off like “Charlie Bit My Finger,” and the much more planned and develop campaigns like the “Old Spice” commercials. There are a few things both of these types of viral social media have in common, but if you’re actually planning to “go viral,” than you should be doing the following:

1.     Be strategic. If you want a campaign to take off you really need to put in the time and effort to plan it. This means studying your audience; what resonates with them, what they care about it, what channels they are on, and how you plan on connecting with them. The Dollar Shave Club is a perfect example of knowing their audience and connecting with them. The company knew who they were targeting and how to target them. This viral commercial  https://www.youtube.com/watch?v=ZUG9qYTJMsI took off because it was funny while still highlighting that brand and what they were about.

2.     Be emotional. The core of any great campaign strikes a cord with you. You feel the emotion behind the mailman donating books to a boy http://www.huffingtonpost.com/entry/boy-asks-mailman-junk-mail-books-read_55b6b002e4b0224d88338ba4 who was reading junk mail because he had nothing to read. Not only is it emotional and pulls at your heartstrings, it makes you want to join the cause and take action yourself. That’s real viral success.

3.     Tell a compelling story. It doesn’t take much to tell a great story in a minute or two. Great stories do two things: they evoke an emotion in you and inspire you enough for you to share it. When you tell a story, whether it’s a blog post or video, the goal is to create a connection with your audience. You tear up a bit when you see Budweiser’s Puppy Love commercial https://www.youtube.com/watch?v=uQB7QRyF4p4 because you have a best friend and can relate. It doesn’t even reference the beer company to the end, which was probably a contributing factor to why people shared it. People don’t share commercials; they want to share an emotion and experience with someone.

4.     Share positive content. Why? Because positive content gets shared almost twice as much and increases your chances of going viral. Several studies have confirmed this, including one conducted by Fractl http://www.frac.tl/research/viral-emotions-study-2 that interviewed 800 people and found that there was a significant correlation between the number of content views and the number of positive feelings (such as joy, interest, anticipation, and trust) reported by study participants. The bottom line: create and share content that highlights positive emotions.

 5.     Incorporate an element of surprise. The Fractl study also found there was a high correlation between the element of surprise and social sharing. So perhaps consider incorporating an unexpected twist to your campaign.

6.     Write list posts and include infographics. A study done by Buzzsumo, http://www.huffingtonpost.com/noah-kagan/why-content-goes-viral-wh_b_5492767.html revealed list posts and infographics receive more average shares than other content types. This is probably because list posts are easy to read, as are infographics. So be sure to have a lot of images and good visual component to your posts or campaign. And if you do write a list post use the magic number 10 that receives more shares than any other number.

7.     Write longer form content. It turns out that our short attentions spans might be longer than we think. The Buzzsumo study found that the top 10 % articles shared were between 3,000 and 10,000 words. So if you really want to stand out write in-depth posts that people can use as a resource time and time again.

8.     Know when to share it. The timing of when to launch a viral marketing campaign is just as crucial as launching it in the first place. You absolutely need to know your audience and when they are online. This includes the most active day of the week at the peak time on the most popular social media channel for your target market. Additionally, it can help leverage the time of year. For example, is there a holiday, event, or new promotion coming up that you could tie the launch of your marketing campaign into? Look at what’s trending and how you could capitalize on it.

 9.     Make sure people can find your content. Do you have an easy domain name or website to remember? Are you using social media to increase your awareness? You can’t go viral if people can’t find you or your content.  Not sure if you’re findable? Do a Google search to see if you come up. And not just with the exact words from your campaign, but words close to it as well. If you aren’t coming up be sure to add keywords and tags to everything you’re doing.

10. Advertise on social media. In addition to the organic approach, you should invest in advertising for more awareness of your marketing campaign. Facebook advertising usually has a huge pay off and ROI for marketing. Don’t overlook Twitter’s sponsored tweets or sites like IZEA that pays social influencers to share Tweets.

 

 

 

5 Quick Tips on Writing Your First Professional Business Blog

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Writing professional blog posts for a company blog is a common task given to interns in the marketing, PR, and communications fields. But it’s not just busy work, it’s a cost-effective marketing investment in content marketing that helps drive web traffic, generate leads, and increases engagement.

It is important for newcomers to business blogging to note that writing a professional business blog is different than writing a personal blog.  Business blogging can be fun, but it’s still business, meaning content and voice can make or break the success, or failure, of your post.

In order to deliver worthwhile results, follow these 5 tips for writing your first professional blog:

Tip #1: Know Your Audience

After you settle on a topic, visualize different personas that might find your blog interesting. Knowing who your audience is will help you shape the tone of the blog post and the type of language you use. Variables like age, profession, industry, education, and experience-level will greatly affect what the appropriate tone of your blog should use.

Tip #2: Read Other Company Blogs

I challenge you to find a great writer who is not also an avid reader. And even though you’re likely not aiming to win a Pulitzer Prize for your business blog, the same applies to you and your professional blogs. You should subscribe to successful blogs in your industry and read them as much as possible. Reading other company’s blogs will provide you with a wealth of inspiration and will help you develop your own writing style.

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Tip #3: Incorporate Relevant Images

Posting a blog that’s just a large block of text will lead many readers to hit the backspace button, no matter how well written the blog may be. Adding images that are relevant to the topic and the tone help break -up the text, and improve the readability of a blog. To avoid copyright issues, only use images that your company owns, or from free stock websites like pexels.com.

Tip # 4: Create an Eye-catching, Yet Informative Title

This may just be the most important part of your writing process. The title is going to be the first thing readers see and will ultimately determine whether they click/read your post. You want to come up with an interesting title that immediately grabs your readers’ attention. However, there is a fine line between an interesting title and clickbait. So make sure your title is still relevant and informative.

You also want to come up with a title that speaks to a topic your readers might be searching. There are a few tools you can use to help with this process. The first is just Google search. Start typing your topic or keywords relevant to your topic into a Google search and see what topics autofill suggests. Another fun tool is the Blog Post Headline Analyzer by CoSchedule.

Tip # 5: Proofread…..and Then Proofread Again

Everyone makes mistakes, but posting a blog with glaring spelling and grammatical errors will hurt your credibility as a writer and the credibility of your company as well. Running your blog through online tools like gingersfotware.com and grammarcheck.com will help you catch common mistakes that we often overlook. Having someone peer-review your blog will also make sure it is ready to be seen by the masses.

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Regardless of what business industry you are in, these tips will help you develop a voice for your company through blogging.  And as long as you remember to always write with your audience’s benefit in mind, you will be on your way to becoming a great business blogger.

The Power of Thought Leaders in Social Media

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A thought leader is a person who provides innovative and unique ideas, instead of simply reiterating other people’s content and thoughts. They’re often very influential in their field, and may publish books or articles about their industry. They’re considered experts or authorities in their particular field, and people often turn to them for opinions or advice. Thought leaders start conversations, solve problems, lead discussions, and contribute to the development of their industry through their knowledge and influence.

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How to Create Your First Video Campaign for AdWords

More people are on YouTube than any cable segment in the United States, which means there is a huge audience there that will only continue to grow. And when you create your campaign, remember that mobile is just as important with video as it is for other AdWords ads since more than half of video views are on a mobile device.

Video presents such as a unique way to connect with the right people. Since they can like, share, and subscribe to your videos – rather than simply click – it’s a much different experience than user behavior on a typical Google.com search. With keywords, demographics, and topics, you can connect with the right customers at the right time.

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Facebook Messenger Now Has Sponsored Messages – Should You Use Them?

This blog was originally posted by RSO Consulting and can be found here

Last week, Facebook opened up sponsored messages to advertisers within its Messenger app. With one billion monthly users, Messenger is a tempting place to reach more customers…but are Facebook sponsored messages right for your business?

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Facebook’s sponsored messages open up in the Messenger app.

What is a Facebook Sponsored Message?

Sponsored messages take place right in the Facebook Messenger app. They activate once a user clicks on a News Feed ad, and then directs them to the Messenger app, where the sponsored message appears. If you’ve used Messenger before, then it looks just like a conversation you would have with another Facebook user.

If your business already uses Facebook Ads, then sponsored messages is a pretty neat tool for engaging your customers on a more personalized level. Instead of pointing to a website page, the Ad points to Messenger, where users can interact with the advertiser (you) directly.

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7 Ways Companies Can Use Videos to Enhance Their Social Media Presence

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Nothing grabs a viewer’s attention like an interesting and snappy video. Sharing videos with your audience is a great way to increase engagement and improve your social media standing. Videos are a social media tactic that more and more businesses are turning to, and it’s vital that your business does not get left behind! Luckily, making videos is faster and easier than ever, thanks to the many apps that let you create and upload a video straight from your phone. This article lists seven ways you can use videos to enhance your company’s social media presence.

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The Red Cross Rogue Tweet: How to Turn a Social Media Mistake into a Positive Outcome

Social media has given us the opportunity to reach more people than ever before–and that can be both a blessing and a curse. Our mistakes can instantly be seen by thousands of people and spread out of our control in less time than it takes to say “oops.” Knowing how to gracefully deal with social media misadventures and faux pas is an essential part of any social media strategy. An example of a good way to deal with a social media disaster is the way Red Cross handled a personal tweet that one of their employees accidentally posted to the Red Cross account in 2011. Red Cross used humor and camaraderie to defuse the situation and actually turn the disaster into an opportunity.

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How to Find Your Audience on Social Media

Figuring out where your potential customers and fans spend time on the internet is essential to a good social media strategy. Without an audience, any posts you make will be the web equivalent of shouting into an empty chasm. When you follow these steps, you won’t have to worry about that, because you’ll know exactly where to look to find your audience!

 1. Identify Your Target Audience

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If you don’t know who you’re trying to reach, it will be a lot harder to find them! When you identify your target audience, you’ll have a better idea of which social media sites you should focus your efforts on. Is your ideal customer male or female? How old are they? What kind of job do they have? You can even get as specific as figuring out what their hobbies are, and what kind of things they like to buy online.

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6 Ways B2B Companies Can Capitalize on Social Media

Social media is a valuable resource for B2B, or “Business to Business,” companies, a resource which many companies don’t take as much advantage of as they can. Don’t be one of those companies! Instead, use these 6 ways to capitalize on social media to make sure that your B2B lives up to its full potential.

1. Reputation Management

The nature of the internet is that it spreads information FAST and far afield. Feedback–both negative and positive–can reach thousands of people in the click of a button. Building a reputation takes time, effort and strategy, and the last thing you want is for negative reviews or comments to destroy that reputation! Luckily, reputation management is made easy by social media. There are many tools you can use to track mentions of your company and brand, which means you can stay on top of your online reputation and quickly address any problems before they turn into P.R. disasters.

Social Mention is one handy website that lets you monitor mentions of your brand across various social media platforms. It even tells you what the “sentiment” surrounding your brand is, and which keywords people are using while discussing your company. Google Analytics also helps you track your social media traffic. Once you become aware of any negative messages or reviews, make sure to respond in a professional, positive way and be proactive about finding a solution to whatever problem the customer is having with your brand.

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