The Facebook Changes Affecting Your Small Business
Facebook is a great social platform for small businesses—an ideal way to promote content and brand across a vast, engaged audience. But the site updates its platform so regularly that it can be hard for businesses to keep up, and to keep track of which changes affect them.
As a small business owner or manager, you’ve got a lot on your plate, so we’ve done the research for you. Here are two of the latest Facebook changes affecting your small business that you should know about:
Users Now Have Increased Facebook Newsfeed Control
The first change that small businesses should be aware of? The social network has given users more control over the content they see on their Facebook newsfeeds. This change was driven by public demand. Now, users can choose which friend updates and page updates they want to see first when they access Facebook.
This means that your small business has to encourage or incentivize followers to add you to the “see first” sections of their newsfeeds, ensuring that your content is seen and engaged with. You can also:
Prioritize quality over quantity when it comes to the content you publish.
Use paid advertising to extend the reach of your content beyond your followers to other Facebook users with similar interest.
Check out our blog post on effective social media marketing for more tips your small business can use to engage your Facebook followers with the content you post.
Facebook’s is Redefining its PPC Ads
The second update applies to small businesses using the platform’s paid advertising services. In an effort to better align campaign results with advertisers’ initial objectives, Facebook has redefined what a “click” means in its PPC campaigns. Instead of charging for all ad clicks as it has historically done, now Facebook only charges for clicks that help advertisers and businesses reach their goals—including website visits, call-to-action clicks, and clicks to view a video on another website.
How does this affect your small business? It means you can take advantage of the additional exposure you receive through paid advertising without the additional cost of paying for Facebook-specific engagements such as likes.
If you need help keeping up with the latest Facebook changes, navigating the ever-changing landscape of social media, or getting better results from your paid advertising, we’re here to help. Contact us today at USA TODAY NETWORK TENNESSEE.
5 Best Practices for Effective Social Media Marketing
Using social media for your business is an effective way to engage your leads and customers by distributing interesting content—but a great strategy takes a lot of thought and planning. With the proliferation of businesses making news headlines because of social media blunders, it’s crucial to set yourself up for success from the get-go.
Below, we’ve listed five social media marketing best practices that will help your business see social success.
Know your platform(s)
Effective social media marketing starts with understanding the platforms you’re using. Who are you targeting through which social channel and what types of content are they expecting to see? Knowing the ins and outs of the platforms you’re using will help you better create social content that engages your audience.
Create a social media guide
Creating a social media guide that outlines your social strategy for each platform will help keep your objectives clear and your team focused. In the guide, include brand voice requirements and recommended types of posts, as well as guidelines on posting frequency and hashtag usage.
Incorporate visuals into your posts
Including a high-quality image in your social media post is the easiest way to increase its chances of being viewed and shared by users. In fact, Social Media Examiner reports that photos on Facebook have an 87% interaction rate from fans, and adding a photo to a tweet can boost retweets by 35%. For more engagement, include high-quality videos or photos in your posts whenever possible.
Use a content calendar
Content calendars are a must for effective social media marketing. Use a content calendar to help your entire team keep track of the content being distributed across social sites at any given time.
Follow the 70/20/10 rule
Lastly, we recommend following the 70/20/10 rule. The rule states that 70 percent of your posts should be brand- and business-building, 20 percent of your posts should be shared from other sources, and 10 percent of your posts can be self-promotional. Following the 70/20/10 rule will ensure that you’re posting varied content that keeps your audience’s interest piqued.
If you’re looking for assistance creating an effective social marketing strategy for your business, contact us today at USA TODAY NETWORK TENNESSEE.
According to research by Marin Software, holiday and back-to-school shoppers are more likely to click on Facebook ads than they are on Google. Marin pulled information from $6 billion worth of client data during Q3/Q4 and noted that ad clicks spiked more on Facebook than on Google during August/September and October-December. See the infographic below for details.
So what does that mean for you?
Advertisers have a huge opportunity to reach their clients on Facebook and, for most retailers, the best time is now.
Integrating your search and social marketing efforts can help you multiply results: Insights from the Marin Software white paper
Most marketing directors today have learned the power of search engine marketing and social media marketing. Unfortunately, while most of them understand the return on investment that these two channels can offer, many of them continue to operate both channels separately from one another. Integrating the two channels into a single marketing platform can drive even higher ROI by giving a complete 360-degree view of the customer and better identifying potential high-value customers.
That’s the message behind “The Multiplier Effect of Integrating Search & Social Advertising: A Best Practices Guide for Cross-Channel Marketing.” This new white paper, published by Marin Software, argues that SEM and social media marketing operate differently from one another, play a different role in the buyer journey and are much more effective when used in combination with one another.
According to the white paper, marketing efforts suffer when different channels are siloed-off from one another. Today, marketing must be all about the customer, instead of being about the channel used to reach the customer. Since search engine marketing and social media marketing provide different insights about the customer, the white paper argues that the two channels should be combined into something that can give a complete view of the customer.
Search can tell a marketer what a customer wants
Social can tell a marketer who a customer is
When examined separately, these two insights don’t mean very much. However, when search and social are combined, giving an integrated view of who a customer is and what their buying intentions are, marketers have a much clearer perspective on how to best target that customer.
The benefits of marketing channel integration don’t stop with greater customer insight. It also helps ensure that marketing messages and promotions are clear and consistent across all channels. As the Marin Software white paper points out, when search and social channels operate separately from one another, messages can get muddled.
For example, marketers in the search silo may be sending customers a message of “high quality,” while marketers in the social silo are sending a message of “low price.” Integrating the two silos ensures that both search and social will be sending customers consistent messaging, which helps increase the likelihood that customers will identify with the message and find the company trustworthy.
The white paper also points out that search marketing and social marketing should not function separately from one another because they both serve a different purpose in the customer lifecycle. For instance, many users click social ads early on in their buyer life cycles. When they eventually make a purchase, those social ads will only be attributed as a factor in their conversion if the social channel is integrated with the search channel.
The final reason that integrating search and social together is perhaps the most powerful one of all: integration leads to higher marketing ROI. A survey performed by Marin as part of the white paper demonstrates that customers who interact with both social and search ads from a company are far more likely to purchase from that company than customers who only interact with search ads or only interact with social ads. In addition, customers who interacted with both search and social ads drove significantly higher revenue than customers who interacted with only a single channel.
What do these results mean for marketers? According to the Marin white paper, they illustrate the fact that customers are more likely to do business with a company if that company’s messaging is reinforced over multiple channels, while marketers are more likely to make informed decisions about how to optimize marketing resources when they have a clear view of a customer’s complete buying journey over multiple channels.
Read the white paper to learn more about Marin Software’s ideas on integrating search engine and social media marketing to form a single customer-focused marketing platform.
According to a recent comScore Action Lift Study, Facebook campaigns increase consideration of brands and models advertised by auto dealers and at the same time decrease competitive consideration.
Automotive campaigns on Facebook are impacting middle of the funnel online behaviors. Mid-funnel segments like “interest, learn and shop” are the research and compare stages of the vehicle purchase. When auto dealers include Facebook in their media advertising, they reap the following rewards:
Increased visits to brand sites & model pages
Increased visits to brand pages on auto-endemic sites (Cars.com, Autotradercom, etc)
Increased brand search activity overall
Decreased competitive brand & model search activity
Since 2005, automotive shopper behaviors have drastically changed. Online behaviors show that an auto intender will view 18.2 sources on average during the mid-funnel (interest, learn, shop) segments of the buying funnel. Auto dealer sites and auto-endemic sites are part of those sources.
Also, gone are the weekends of driving from dealership to dealership. In 2010, auto shoppers only went to 1.3 dealers before making a purchase. This behavior goes hand-in-hand with the increase in online activity. Car shoppers are spending a majority of their time online during mid-funnel segments.
Facebook is also one of the many sources consumers utilize and value during the research sections of the funnel. This study found that automotive advertisers with a Facebook campaign saw the following:
If you’re an owner or GM of an auto dealership, don’t miss the boat. Expand your media mix to include Facebook. TN Media offers multiple social media solutions. Contact us today! Request information
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