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October 19, 2012 - Posted by Amanda Norris With a potential audience of over a billion users, many brands have found success by adding Facebook advertising to their online marketing efforts. In recent months, Facebook has focused on providing more advertising options and tools for companies to use to grow their customer base and increase engagement and loyalty.
Are you considering Facebook Ads but are confused by all the options? You’ve undoubtedly heard that “social ads” are the future of advertising, but what does that mean in practical terms for you today? This article will help you make smart decisions about how to promote your brand and engage with fans through advertising on Facebook . As a Facebook Preferred Developer, I’ve had the opportunity to gather a lot of information from the proverbial “horse’s mouth.” This article will provide a useful lay of the land around the new ad solutions that were introduced at the Facebook Marketing Conference (fMC) in February.
This article was first posted on Entrepreneur.com. For most business owners, their biggest Facebook challenge is keeping fans consistently engaged.
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Today Facebook begins the roll out of “Page Post Targeting Enhanced” allowing Pages to target their posts to segments of fans with certain genders, ages, Likes, and other characteristics so they can tailor market messages to specific audiences. For example, a business could tell teens they’ve got “swag” while telling adults they’re “reputable”. Until now, Facebook Pages could only target posts to fans of certain locations and languages, but the social network just told some admins that the new targeting options are opening to a select number of Pages today and will roll out to all Pages over the next few weeks. The tool could make Pages even more useful to marketers and convince them to pay for ads to buy additional fans. The news comes from a member of a closed Facebook group for social marketers, who wrote that he received the following info from Facebook:
Your Facebook Marketing Focus is Wrong and Here’s Why | PostRocket Blog - Facebook Newsfeed Optimization ToolFacebook Marketing is broken at the very core. It’s broken because for whatever reason, your focus is wrong . I’d say at least 90% of Facebook Page owners have one of the following as their #1 goal: get more likes, or convert likes into sales. You may have pressure from your boss to get more likes and make more sales. You may be a traditional marketing professional who’s been accustomed to measuring ROI of your campaigns .
Let’s face it. Facebook Insights are an absolute nightmare. There’s a ton of valuable data within Insights, but it’s often surrounded by useless data. For those of us brave enough to click on the ‘Export Data’ button (pictured below), it gets even worse. Facebook tosses hundreds of additional metrics at you in a painfully difficult format. So what numbers should you actually be paying attention to?
Have you been wondering why your Facebook posts only reach a small percentage of your fans? The answer is EdgeRank, Facebook’s Newsfeed filtering algorithm that decides what updates are important to each user and should be shown– as well as those that aren’t important and are ignored. We recently posted a crash-course in EdgeRank that you can read here . For Facebook Page marketers, it’s important to not only understand EdgeRank, but to actively work to improve it - which is why I’ve created this list of 7 simple ways to increase your page’s EdgeRank:
Facebook marketing campaigns seem to be going all warm, caring and fluffy recently as brands realize that solving problems and helping those in need can be a very effective marketing tactic. Three of the Facebook campaigns in this list have an altruistic reason behind their campaigns, from donating $500,000 each to 20 schools to raising funds for the “Make A Wish Foundation”. The marketing goals for the Facebook pages vary but quite often the simple goal of just increasing their fan count to their Facebook page seems to be top of the list as brands have worked out very quickly that being able to communicate to 1,000′s or even millions of fans via a simple status update is very efficient highly leveraged marketing. Companies have also realized that people’s main reason for becoming a fan for the most part is not so charitable, but is about having access to the latest special offers and freebies.
A few select brands on Facebook are currently running tests of a new Facebook product for businesses called “Offers.” The most recent Offer, which generated a fair amount of buzz in the past week, was posted by Macy’s . Macy’s first posted the Offer on Thursday, February 23rd at 7:11am Pacific with an expiration date of February 26th. The Offer was: “ Get 25% off your purchase of $100 or more. ”
A few days before the big Facebook IPO back in May, the news broke that General Motors was yanking nearly $10 million worth of paid ads from the network , basically saying that they don’t work (that blow was later softened ). Although marketers were talking about the effectiveness of Facebook ads long before GM pulled the plug, that news coupled with the worries about Facebook’s long-term strategy of mobile monetization has created a very uneasy culture around advertising on Facebook. Despite all the hubbub, only 4.3% of advertisers say they expect to decrease their Facebook advertising budget over the next year. And over half (56.6%) say they expect to increase it. That’s one of the main takeaways from an Ad Age/Citigroup survey of 658 marketers, agency executives, and media executives who refer to themselves as “decision makers” when it comes to social media marketing.
Earlier this month, we heard reports that Facebook was gearing up to add a new paid promotion feature to give your status updates some increased visibility on users' news feeds. Now it appears that the feature is ready for prime time. The last time we heard about the pay-to-promote feature, it was in its testing phase, and the price for a promoted status ran between free and $2. Gorilla vs. Bear , a music blog, tweeted on Wednesday that these sponsored new feed bumps can cost as much as $100.
Getting someone to click “Like” on your Facebook Page is only the first step toward building a thriving community—because few (if any) of your fans will return to your Page by typing in its URL. Instead, it’s up to you to engage them with timely and consistent updates that appear in their News Feeds. But this is exactly where most brands fail. They grow their fan numbers, but engagement is low—which means fewer clicks, countless lost leads and zero marketing momentum.
Why isn’t my Facebook Page growing faster? Why aren’t people engaging more? I’m gonna say it right off the bat, I believe growing a community or achieving higher levels of engagement with your audience is harder on a Facebook Page than on a blog or Twitter. I usually hear this with clients and in random conversations.
Any time you offer an event – live or virtual – there are several ways you can capitalize on Facebook’s tools to increase your event registrations . Thing is, many Facebook users create all manner of events and insist on inviting all their friends… only to upset those friends with the constant barrage of invitations and emails about events of no interest or relevancy. So, let’s take a look at what does work in terms of promoting events on Facebook ! By way of example, I’m going to use the upcoming Social Media Success Summit 2011 presented by Michael Stelzner and his team at Social Media Examiner .