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Facebook Advertising vs. Boosted Posts

On the surface boosting content on Facebook seems like a pretty straight forward transaction. The more dollars you spend, the more eyes see your message. While that’s certainly true, to get the most value out of your dollar it’s worth knowing the basic nuances of how boosting on Facebook works. Truth be told, Facebook’s Advertiser Help Center rarely provides the answers you’re after on Facebook paid advertising, and true to form, it doesn’t provide a lot of guidance on the differences between boosting posts vs. ads either.

So in this article we’ll cover the differences between the types of sponsored ads on Facebook — a Facebook boost and a Facebook news feed ad—and which we recommend as the best option for your business depending on your needs.


What are Facebook sponsored posts?

Facebook sponsored posts are promoted posts that receive additional paid reach. Simply put, your business has the option of boosting a post or creating an ad: boosting increases the chances your post will be seen by followers (increasing loyalty), while news feed ads target users based on select criteria, external from followers (potential new customers).

Wait, why sponsor ads on Facebook when you can post for free?

The reality is, organic posts don’t go very far in today’s Facebook world. Unless you have a huge network of fans (50K+), achieving favorable outcomes through organic content in a 1.6B user world is futile. Based on Facebook’s current algorithms, organic reach has plummeted over recent years to the point where 50 million businesses are posting 1.5 times per day, reaching an average of 2% of their audience. That is what we call “tough sledding”.

Should we be surprised though? As the world’s largest social network, it was simply clockwork until Facebook turned to a Pay-to-Play model resulting in paid advertising on the social network giant. But before you start shouting big corporate obscenities, it’s still our opinion that Facebook provides the best advertising platform on the web or anywhere else in the business world. It’s just takes a little practice.

Advertising on Facebook requires a solid strategy

Like anything, you will need a strategy when tackling Facebook paid advertising. Depending on what your goals are, our quick advice is to put money on posts that have measurable ROI, like lead capture, promotions, contests and content meant to capture new customers.

Another fundamental rule is to always promote your own content. Even if it’s great material and related to your business, never pay to send traffic to someone else’s website.

Now, with all that said, let’s figure out which Facebook paid advertising delivery method works best…Facebook boosts or Facebook ads.


What are Facebook boosted posts?

Facebook boosted posts are promoted posts that appear higher on news feeds, giving a post a higher chance that friends and followers will see it. While boosted posts can be targeted by location, interest, age and gender, more advanced targeting options is reserved for ads on Facebook. And that’s really the rub with sponsored posts for your business. While it’s easier to create them, you are limited in refining the post to get the most out of your “boost juice” dollars.

What are Facebook news feed ads?

Facebook news feed ads are sponsored ads that appear right on the news feed of readers. Newsfeed ads denoted “sponsored” directly underneath the company’s name on the post you users know that the content could be coming from a source they haven’t “liked” yet.

News feed ads are created in Facebook Ads Manager (or Power Editor). Creating a news feed ad on Facebook is more involved than boosting posts, but, as with most things, more work often leads to more reward.

With news feed ads, you can set a specific objective for your ad that directly aligns to your business goals. You can choose from 12 objectives from three different categories: Awareness, Consideration and Conversion.
Notice how these three categories represent different areas of the sales and marketing funnel:

  • Awareness: for boosting posts, promoting a Facebook page, targeting people near the business’s location and increasing brand awareness
  • Consideration: to send people to a website, getting app installs, increase event attendance or get views on videos and collect business leads
  • Conversion: for increasing website conversions, engagement to an app, or to have an offer claimed

Facebook paid advertising showdown: who is the winner?

So you’ve probably come to the conclusion that Facebook news feed ads have a lot more power behind them and are geared toward ROI—especially seeing how there’s no price difference between the two formats.

Boosted posts do have a place—if your business is looking for a quick and convenient way to create awareness and drive profile traffic, then we say go for it, especially if you want to hit existing fans/customers. It takes all of five minutes to start raking in thousands of impressions for as little as $5.00.

If you are looking to achieve tangible marketing results, like capturing leads and driving revenue, my money is on news feed ads. If you want to really capture leads through Facebook paid advertising however, I suggest using Facebook lead ads.

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3 Tips to Make Your Website Actually Useful

Gone are the days of a “form over function” internet. Where once the simple novelty of seeing a business online, in any fashion, was often enough. Now, today’s more savvy audiences simply want to get where they are going. So with the priorities of today’s business websites being speed and ease of use, here are 3 tips that can make sure you are providing your customers the information they require in the best way possible to help you make conversions either on your site or in person.


1. Where is the business?

Contact information is the most important information you can have on the internet. Seems simple enough, yet many well-intentioned websites make this information difficult to find. Studies show that people will tend to look at the top left corner of your website first, like they’re reading a book. This is where the most important information should be, your contact info—don’t make customers scour the page looking for a way to find your business.

There is lots of data you can include in the contact information section. The trick is finding the balance of information overload vs. unnecessary vagueness. There are three things you need to specifically include:

Hours of operation

People seeking this information are likely close to buying, so having your hours of operation listed accurately and in a fashion that’s easy to read is a huge priority. Here are two examples, one bad and one good, to showcase how your hours should be listed online

Don’t do it like this
We are open Mondays – 8:00 am-5:00 pm, Tuesdays – 8:00 am-5:00 pm, Wednesdays – 8:00 am-7:00 pm, Thursdays – 8:00 am-5:00 pm, Fridays – 8:00 am-7:00 pm, Saturdays 12:00 pm-5:00 pm and the service shop is also open until 7:00 pm.

Looks hard to read, right? It doesn’t look nice, it’s hard to look at specific days, and you don’t know if the service shop is just open on Saturdays, or if it’s always open until 7:00 pm every evening.

A better example
Sales:
Mon 8 – 5
Tues 8 – 5
Wed 8 – 7
Thurs 8 – 5
Fri 8 – 7
Sat 12 – 5
Sun Closed

Service:
Mon-Sat: 12 – 7

Looks a lot nicer, right? It’s a lot easier to read and find the information you need. The most important part is to make sure the hours are accurate. Even if it takes an extra line to better explain a confusing set of hours, customers greatly appreciate knowing when they can expect your business to be open.

Address

Unless you’re an online retailer, your address is an essential part of your contact listing. But just like hours of operation there is are a variety of ways to share your location. Here is how we recommend it. Provide enough information so that Google maps can locate the business. For people in major cities, often times just your street address is sufficient. But if your business is a little tricky to find consider linking to a map application, or have the map right on the website. If you’re going that direction, make sure to use an accredited map engine like Google Maps, instead of a hand-drawn creation. People tend to be a lot more familiar with popular map formats and might get confused/scared at the sight of your beautiful artwork.

Phone number

This is the number where customers can most easily reach you. Businesses with multiple departments equipped with individual phone lines, might want to stick those on a “Contact Us” page. There’s no sense in cluttering your home page with 30 different phone numbers. Businesses should have one phone number on the homepage display to be a catch-all for any inquiries. Don’t forget an area code for those out-of-town customers. Make it easy for on-the-go customers to hit a button and have their mobile device ring the business instantly.


2. Who is the business?

You likely have a lot to say about your business so the real challenge here is the distillation of your story. Here, think of the company from the customer’s’ perspective; what makes you unique? Why are you better than their competitors? What do you do for customers? These question will likely shed light on the most important information to share, at least at the top of the page.

Once you’ve got your top level information cased, consider designing a way for interested customers to learn even more about the business. There you can dive deeper into your history, philosophy, and share any achievements or media coverage your business has had in its past.


3. What does the business do?

This is where functionality needs to be the highest priority. Customers are looking for confirmation that your business is what they are looking for in the moment they are searching. You can’t afford to have this information be anything but concise, easy to find, and extremely helpful. It’s challenging to know the exact right strategy for your business but a tactic we recommend is taking a look at your closest competitors for insight.

Look at those website and assume the perspective of their customer. If you like something about the way their website works, make a note. If you find something super inconvenient or confusing, again, make a note. Have these notes inform your approach.


Conclusion

A lot of people think a website should be an online version of your business. In reality, this is virtually impossible. A website is more like a messenger for your business. It’s a tool for relaying information about the business to potential customers. If your messenger is long-winded, confusing and tries to use flashy bright colours to grab attention, the customer is not going to be engaged. If your messenger relays all the information in a simple, concise and memorable way, customers will be much more likely to engage. It is quite likely a website is the first impression the customer might have of your business—remember, you only get once chance to make a first impression!

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How to #Hashtag

How hashtags can help you reach the out-crowd and engage the in-crowd

The facts are in: if you are not using hashtags, you are missing out! With a tweet with hashtags being 33% more likely to get retweeted, these handy hashtags can make the difference between #GameOver and #Trending when it comes to social media success. Hashtags are more than just a fad, they are a means of organizing information and standing out from the crowd. Hashtags are also a way to engage with millennials where they shine brightest – through social media savvy. With millennials beginning to outnumber previous generations, speaking their language has become increasingly important. Do not miss out on this opportunity to #GetSocial!


Hashtag basics

The hashtag (#) turns any word, or group of words, into a link that can be searched. When writing a hashtag, leave your grammar at the door – no punctuation, no spaces! The best way to keep your message clear is to capitalize each word #LikeThis, otherwise known as using CamelCase. Got it? Let’s move on!

There are two ways businesses can use hashtags to their advantage.

  1. To reach the out-crowd by joining a conversation that is already in progress.
  2. To engage the in-crowd by starting a new conversation.

Reaching the out-crowd

As a business, using hashtags to reach potential new customers is a no-brainer. How do you do this effectively? By joining a conversation that is already in progress! Start thinking about what words people would search when looking for a business like yours. If you don’t know where to start, remember the old saying, “Keep your friends close, and your competitors closer”! Follow businesses who are doing similar work to you on all your favorite social media websites – especially those who have a great following. What hashtags are they using, and how many? Keep in mind that less is more both in scope (as hashtags that are more niche have a more engaged following) and in presentation (as too many hashtags looks inauthentic).

For example, this, “Take a bite out of our best burger today! #BurgerLover #Foodie #CheatMeal” is better than this, “Take a bite out of our best burger today! #WhatsForDinner #Foodie #EatClean #CommonTable #OnMyTable #TasteMade #ForkYea #OnTheTable #FoodStyling #BeautifulCuisines #HeresMyFood #TheArtOfSlowLiving #FreshFoods #CheatMeal #BurgerLover #Foodstagram #BurgerLife”.

So, K.I.S.S. – Keep It Simple Social-Media-User! Using hashtags by joining a pre-existing conversation takes your business and puts it in front of someone who would have never found you otherwise. That’s something you can feel #Blessed about!


Engaging the in-crowd

The second way that you can use hashtags to build your business is by starting a conversation with the followers that you already have by creating an original hashtag. Brands from Calvin Klein (#MyCalvins) to Charmin toilet paper (#TweetFromTheSeat) have managed to create original hashtags that engage their audience in a way that builds their social media momentum. Original hashtags can be used for promotions, contests, events, or general brand awareness. Just be sure that when you are creating an original hashtag that it is clear, simple, unique, and catchy. No one will want to join your conversation if it’s confusing or boring.

Imagine if Coca-Cola’s classic #ShareACoke hashtag was #TakeACocaColaAndGiveItToSomeoneElse – not very fun or memorable! Original hashtags give your followers something to talk about and a way to interact with your business on a personal level.


Not all social media sites are created equal

Using hashtags is not a one-size-fits-all solution. Each platform will have its unspoken rules of how many hashtags are acceptable. Where Instagram shows posts with an average of nine hashtags performing the best, Facebook posts get the greatest engagement with only one hashtag. Each social media site is unique in its function and audience, so take the time to explore the sites you want to use for your business before posting.


Are you #Trending yet?

These tips and tricks for how to use hashtags as a business are about more than getting ahead in a technological age. Hashtags, above all, are about building community. By putting a simple pound sign in front of a word, you are taking that message and immediately sharing it with someone who cares about what you do and how you do it. This tool is a revolutionary way to make your words matter and allow them to connect with not only a new customer, but a new spokesperson for your business. From #MotivationalMonday to #FlashbackFriday, use your new hashtagging skills to make both the in-crowd and the out-crowd your new #BFFL.

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Creating the Perfect Social Post

What makes for good social posting, anyway? In order to craft the perfect social post, we need to take a look at why people follow businesses in the first place.

  • Interest in services and promotions: People love sales! Don’t get TOO excited though. Over posting this information is also one of the leading reasons people unfollow a business.
  • Updates and information: People are interested in what your business is up to! Have new products? Moving locations? Getting an office dog? Post it!
  • Communication: Social media is for connecting. People want to talk to you, and they want to review your products and services. Make sure you’re responding to them: it shows you care about your customers.
  • Entertainment: Are you not entertained? People use social media to get a break from their humdrum day. Post content that will put a smile on their faces or give them something to think about. Hint: it doesn’t always have to be related to your business.

So now that we’ve got a good idea of what people want to see, how do we make the magic happen? When I write social posts, I use three main guidelines to direct me.


The 3 Golden Rules of Local Social Media Marketing

  • Does it provide value? People engage with content that is relevant to them. Consider whether the post is solving a problem, starting a conversation or educating. People love to share information that is new and exciting. In order to provide the best value to your followers and customers, the vast majority (up to 80%) of your content should be useful or engaging information. In fact, posts promoting the business should only account for 10%-20% of the content.
  • Is it emotionally engaging? People love stories, and they share content they connect with. Don’t be afraid to show the more personal side of your business. Really, who hasn’t teared up during a Coke ad or giggled at the Budweiser Clydesdales? Brands that go the extra mile to create an emotional connection with their customers stick in their memories longer. Why not post a cat video? Everyone loves a cat video.
  • Is it visually stimulating? 1200 pixels are worth 1000 words. We’re talking high quality photos, videos and infographics here! Posts that include visuals get way more (almost 650% more) engagement than those without. Keep in mind that not all visuals are created equal. The best ones are the ones that you take yourself, because they’re local, personal and relevant. If you don’t have the capacity to take photos, reposting from other websites and profiles is a great way to keep your page relevant. Quality stock photos are also great resources, just make sure to pay attention to copyright!

Creating content for social media is essential—you need to be present where your customers are, and they’re on social. While it is free to partake, creating an effective social media strategy and sticking to it takes diligence and determination.

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What is Online Reputation Management?

A business’s reputation used to be what they said about themselves in their advertising and the reach their customers had via word of mouth. Now, consumers are pushing out a company’s reputation and image collectively by providing real-time feedback online through review sites, social media, forums and other channels. Basically, if it is an online source and a consumer can say something about a business on it, then it is a channel where your business’s reputation should be managed.


Digital marketing and online reputation management for businesses

Online reputation management is a part of a greater digital marketing strategy that works alongside review management, business listings, paid search/ads, social media management and SEO to help your business stay competitive and relevant online. While your business should be managing each of these segments of digital marketing to maintain your online presence and (consequently) offline reputation, many businesses are not. They really should: four in five consumers surveyed use search engines to find local information from multiple devices to find store address, business hours, product availability and directions.


Online reputation management: your business has options

Your business’s reputation can be affected at anytime on just about any source across the web. You can use products (SaaS), services (outsource services) or people (outsource or hire a digital marketer) to cut down on your reputation management time expenditure. Even if your business tracks and constantly checks on social media, there may be sources that your business is unaware of such as a new review site from a listing that your business never knew that existed.

Your business should weigh the pros and cons of conducting online reputation management in-house or outsourcing, but there are definite best practices when responding to reviews that your business should be aware of. Maintaining your business’s online presence is one of the most worthwhile services a digital agency or local media company can provide your business and is one of the most worthwhile services you can invest in.


Why your business’s online reputation matters

An online reputation needs to be backed by reviews and ratings by consumers. Without them, there would be no reputation to manage and quite frankly, it would appear as if no one ever visited the business.

Ready or not, consumers are talking about your business

Whether a business chooses to manage their reputation online or not, consumers are talking about their favorite and not-so-favorite businesses. If a business simply ignores their reputation online, the consequences can be detrimental.

Unmanaged negative responses can create an angry mob mentality and bad word of mouth spreads like wildfire. While a business may not realize how exactly one instance can affect their online reputation, it is possible that only one negative post on a highly ranked site can actually be what shows up near the top of a search results page when a consumer searches for that business’s name.

Consumers Control the Conversation and Everyone’s Feedback Matters
Social media is a two-way conversation — businesses can no longer broadcast the message they want people to see. There is a democratic nature to social, with brands, consumers and everyone having an equal voice in a shared space. Customers can rave about a business or let everyone know they had a terrible experience. Social networks have dramatically changed the way businesses communicate. Today, consumers can converse with brands and vice versa as if they were talking to a friend. As a result, businesses have had to become more personable than simply a business entity and manage their social presence in a manner that reflects as such.

Reputation drives conversion

What people see online matters. Approximately 74% of customers trust online reviews as much as personal recommendations—this is a huge shift in thinking that has become more prominent as time goes on. This trust in reviews translates to dollars, as customers put their money where their trust is. A Harvard Business School study found that a restaurant that sees a one star increase on Yelp will see revenues increase anywhere from five to nine per cent.

As discussed previously, many businesses find that cultivating their digital profile on their own is too time consuming. There are reputation monitoring tools that make keeping up with customers way easier, saving time and money. Whatever your business does, it is essential that you are not perceived to be ignoring your customers online. The worst thing your business can do is appear unresponsive.


What makes a good online reputation?

Being present (listed online) and having a good reputation (reviews and reputation management) go hand in hand. Not being listed on a reference site customers use is just as bad as having bad reviews on that site. Building a consistent online presence and a positive reputation is important for both consumers and search engines. Some of the most important aspects of the online footprint include:

  • number of business listings
  • consistency of business listing information (name, address, phone)
  • overall sentiment in reviews
  • frequency or current velocity of new reviews
  • overall volume of reviews
  • social activity and engagement (especially with reviewers)

Customers now view social recommendations and reviews as more authentic, expecting \\reviews to be a mirror of the actual customer experience that they would experience themselves. This means that maintaining your business’s online reputation is gaining importance as each review is a perceived snippet of what your potential customer expects to experience.


Online reputation management: the main sell

According to Google, 9 out of 10 of local searches lead to action, with more than 50% leading to sales. If businesses have a good web presence, customers will go to them rather than the competitor. Once they’re in the store, 79% of customer use their smartphones inside to look at reviews or compare prices and 74% of them end up making a purchase. Those numbers alone make the opportunity clear: online reputation management is essential for your business to get consumers in the door to make the sale.

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Tips for Providing The Perfect Customer Experience

Amazing customer service may seem like a lot of extra work on a short-term basis, but it does improve your brand image and goodwill, which means a lot in the long run. No matter how big or small your business is, you must focus on making your customers happy. There are many ways to do this—with the strength of your product, with free incentives that you can offer or with amazing customer service experiences.

With all the competition out there, succeeding with your business nowadays is a matter of wills. Are you willing to provide the best possible value? Are you willing to offer your customers the perfect customer experience? If you are, then it’s time to get started at improving the customer service experience your company provides. Here are a few important tips to help your company provide your customers the perfect customer service experience.


1. Know your products and services inside and out

No matter the business or industry you’re in, knowing your offerings (products or services) inside and out is absolutely necessary. Customer service is, after all, all about helping your customers succeed with your products or services. Therefore, your customer service should focus on offering the proper suggestions, tips and solutions to ensure that success. Each and every employee (not just customer service) should know the ins and outs of what you’re selling. Helping your employees succeed by providing the proper training (regardless of their job description) is the first step in helping your customers succeed.

2. Be more accessible

If you want your customer service department to strive for success, here’s what you should know—customer service must be readily accessible to all of your customers. One easy way of accomplishing this is setting up more communication channels in which customer can connect with a customer service member when they have a question or issue. The minimum that you can do is to provide a phone number, an e-mail address and a mailing address. If your business can afford it, and really need it, develop an online support desk that can be instantly reached 24/7. This communication channel is usually required when the company reaches a big number of requests and website visitors.

3. Speed up your response times

Customers love quick answers. According to a recent report performed by Frost, 41% of customers suggest that their biggest frustration regarding customer service is when they’re put on hold. They want to be respected, and your company must give your best to solve everyone’s issues quickly.

4. Focus on the customer, not on the sale

Customer service is all about the customer’s feelings and experience. You must focus on their well-being and you must avoid thinking about combining customer service with sales or other aspects of your business. If you want to leverage your customer service system in order to make more sales, I’m sorry to disappoint you: it’s not that effective! The selling side of your business is totally different and you should focus on it separately. Continually work at ways that you can improve the customer experience to keep your customers satisfied and coming back for more.

5. Clear communication

Keep communication simple and ask straightforward questions when communicating with your customers. The truth is that we all communicate differently, so be prepared for communicating with your customers in different ways to ensure that they will understand whatever information you are trying to relay to them. If corresponding by email or online, grammar and spelling must be perfect or your credibility as a professional company will slowly vanish.

6. Over-deliver whenever possible

Over-delivering can help create loyal customers. On average, loyal customers can be worth 10x more than their first purchase. If someone gets treated right, they’ll often come back. They’ll perceive your company as a trustworthy authority or provider; therefore, over delivering from time to time helps your company’s reputation to grow positively. Find a way to reward your customers with a customer service issue for being patient. It could be anything. Nothing costly or hard to obtain. Ideally, this small attention should also deliver some value.

7. Find and fix your mistakes

Mistakes are a part of any business, after all we are all human. Nevertheless, do your best to make things right with your customers. When we’re talking about mistakes, we’re talking about a customer that hasn’t been treated right. Your business can make it right by offering them solutions, returns or future guarantees. Pay attention: if you’re not fixing your mistakes in time, your company’s reputation will suffer. People will start talking, reviewing, and sooner than later you’ll realize that your sales are dropping.

8. Test, fail, test again and ultimately optimize

Before reaching success in a customer service program, every business goes through a trial-and-error process. The marketplace and the customers within any industry tend to become more complicated as an industry ages or becomes more fragmented. If you try out a new product, service, or customer service initiative, don’t be afraid to fail. Know that “failure” isn’t failure, it is merely feedback—it lets you know what not to do so you can start focusing on things that might work. After you find something that works, begin the scaling process. Optimize everything until you find the balance that you’re looking for.

Conclusion

Businesses are always looking for new ways to make a name for themselves and an excellent customer service experience is one of those ways in which a business can afford to get a great reputation in. Competition is almost always growing in any industry and new strategies and actions must be implemented to keep up with the constant flux. Providing the perfect customer experience is just one way for your business to stand out from the crowd, win customers over and keep them coming back. It’s never too early or to late to create a customer service program that turns your customers into repeat customers, or ambassadors of your brand.

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Quality Over Quantity

Businesses don’t always know what they’re getting into with social posting. Most turn to outsourcing because they don’t have the time to get to know the process and learn to navigate social media. They may as well be holding up a big SOS beacon. You need to be an expert in the field so you can provide the best value to your customers.

Most companies agree that “creating compelling content for social media is both the most effective (82%), and most difficult (69%) part of social media marketing tactics.” It’s also one of the most difficult social strategies that brands carry out.

The point is, there’s more to local social media marketing than you might think. There’s a big difference between posting to your personal profile and posting on behalf of your business.


Behind every great business…

… is a group of great people! A business starts with the people who run it and ends with the people who use it. Before thinking about what your business should post or what customers want to see, ask yourself if—as a person— you’d be engaged by that content. If there’s no voice or personality in your business’s online presence, people get disinterested pretty quickly.

Be personal! Connect with your audience. Brands can be promotional and engaging at the same time. Just make sure that the engaging posts outweigh the promotional ones.


The good, the bad and the spammy

Everybody has that one person on Facebook who chokes up their feed with multiple opinion pieces or “buy-my-product” posts. Don’t be that person. Nobody wants to see that from their friends, and guess what? Nobody wants to see it from a business, either.

Focus less yourself and more on your customers. If someone follows your business, they already know what you are selling. There’s no need to over-saturate a feed with links to your website: if it’s listed on the page, followers already know how to get there.

So what’s the secret? I’ll tell you: providing customers with value is what makes them want to stick around. And I’ll let you in on another secret: businesses don’t have to post something every day to keep that engagement. If you can provide value while posting every day, then by all means, post daily. If that’s not the case, stick to this rule: quality over quantity, folks. Quality wins every time.

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What is Digital Advertising and Why Does It Matter?

Digital advertising is the process of using internet technology to deliver promotional advertising to consumers. Digital advertising encompasses promotional ads and messages that are delivered through social media, email, search engine ads, mobile banner ads, affiliate programs and website display ads.

Digital advertising has surpassed traditional advertising

Just how popular is digital advertising? In 2016, the advertising side of the internet ecosystem generated $1.121 trillion for the U.S. economy and is responsible for 10.4 million jobs in the U.S. alone. The increasing popularity of digital advertising and the shift away from the traditional advertising techniques (billboards, newspapers, radio, commercials, etc.) makes sense in this era of connectivity.


Types of digital advertising

Here are some of the most common forms of digital advertising (there are many more):

Social advertising

Ads that rely on social information, platforms or networks to generate, target and deliver advertising. Facebook, YouTube and LinkedIn are examples of social platforms with a wide network where businesses can target and deliver advertising.

Display ads/Banner ads

Ads (full banners, squares, buttons and skyscrapers) that are served to users on a page when they are not necessarily searching for your product or service. These ads are shown whenever users are surfing online.

Paid search/Search engine advertising

Advertising within the sponsored listings of a search engine site. You pay each time your ad is clicked or when your ad is displayed.

Email advertising

Using email to send advertisements to current contacts and prospective clients. This can include SPAM, which is not a recommended practice.

Some email networks now offer in-email advertising. Gmail, for instance, uses sponsored, in-line ads directly above the email inbox lines.

Affiliate programs/Ad networks

Businesses reward affiliates for bringing them in visitors or customers as the result of the affiliates’ advertising and marketing efforts. The advertising and marketing efforts can include a mix of digital and/or traditional advertising methods.

Mobile advertising

Ads that appear on mobile devices that have wireless connections. Mobile ads can be delivered as text ads via SMS, banner ads embedded in a mobile site or ads that appear in mobile games or downloaded apps.


Native advertising

Rlevant content distributed from a third party’s site. Information is targeted and valuable. Essentially, you’re renting someone else’s content distribution platform and offering helpful content rather than just plugging your product or service.


Digital advertising cost methods

There are many different types of digital advertising costing models available, of which all stem from the three main types:

  • CPA (Cost Per Action): The advertiser pays the ad publisher only if someone clicks AND completes a transaction. Here, all of the risk falls on the publisher of the ad.
  • PPC (Pay Per Click): The advertiser pays when the ad gets clicked, but the advertiser’s potential customer does not necessarily have to complete a purchase for the ad publisher to get paid. With PPC, target keywords are very important. This is the most common form of online advertising as it benefits both the advertiser and publisher.
  • CPM (Cost Per Mille): Also called CPT (Cost Per Thousand), the advertiser pays the publisher for exposure based on visitors to the website and the number of eyes on an ad.

Benefits of digital advertising

Digital advertising has gained popularity for many reasons. Here are some of the main ones:

  • It is easier to prove ROI
    Clicks and cost can be tracked and more easily measured than a billboard, so it’s easier to gauge the effectiveness of the ads.
  • It is easier track performance
    Similar to the point prior, it is easier to track the performance and calculate metrics as the ads are in the digital space where it is easier to capture the data.
  • A business can adjust their ad budget more readily
    While certain ad methods like PPC involve a long-game method, in some aspects of digital advertising it is easy to shift and adjust bidding and budgets almost instantaneously.
  • It is more precise at reaching targeted audiences
    Due to the nature of online information and how information about users is stored online, ads can be targeted on demographic information or based on user behavior.
  • Digital advertising can enhance or complement other ad channels in the mix
    For businesses using an omni-channel marketing approach, a digital ad can complement a billboard or radio commercial. The more places a customer is reminded of a business, the more the business is kept top of mind.
  • Increases brand recall
    Similar to the point above, the more times a consumer sees a company’s ads or branding, the more they are likely to keep that business top of mind. With so many brands out there, it is important to stand out from the clutter and be a company that users remember.
  • Increases brand interaction
    A digital ad can lead users directly to a company’s website, to interact with a business on social media or to purchase a product online.
  • Digital ads can accompany users across the entire customer journey
    Digital ad methods can be displayed to users at any stage in the customer journey, from the research stage, to the purchase stage and even further.
  • It is where attention spans are
    Last but not least, most people spend a majority of their time in the digital space. Display ads where people are looking, not where they aren’t.

Digital advertising: the main sell

Why wouldn’t your business move your ad spend to where more eyes and attention spans are concentrated? Seldom are people noticing billboards anymore, as they are usually on their phones sending messages, checking emails or connecting with others on social media platforms. The world has changed and so has the world of advertising. If you aren’t advertising online yet, you may want to consider starting soon. Start adding digital advertising to your marketing mix to start reaping the benefits today.

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What is Programmatic Advertising?

The advertising world is full of jargon, and new phrases are always popping up. One you may have heard in the past couple of years is “programmatic advertising.” So what is it, and why does it sound so technical? Take my hand and come with me to the world of advertising, where we’ll venture further in to discover the kingdom of programmatic advertising.

If you’re a complete newcomer to the advertising world, let me set the scene for you. The way ads make it from your business to a little 300×250 box on your screen is that a media buyer from an advertising agency bought that space at that time for that specific ad. The way the media buyer decides on that specific part of space-time to buy for the ad is much more complex, involving the consideration of price rates, target audience demographics, formats and more. If some of you thought “is there an easier way?,” you’re not alone. The advertising world wondered the same thing, and programmatic advertising was developed as the answer.


The programmatic advertising kingdom & RTB

Programmatic advertising is when software is used to purchase digital ad space instead of humans. Move aside human media buyers, robots are taking over! Swapping out humans for machines is a win-win for advertisers. Creating ads and choosing the right space takes a lot of manual labour. The complex considerations that went into each bid and purchase of ad space can now be done in milliseconds by efficient, calculating machines. The bidding of ad space can be automated, and by telling your programmatic software exactly what kind of audience you’re trying to reach, the ads can now be targeted more efficiently than ever. Welcome to the programmatic advertising kingdom.

RTB: real time bidding

Before we dive too deep, let’s take a quick detour into RTB forest, where ad spaces grow on trees for the robots to harvest. The phrase RTB (real time bidding) is often used interchangeably with programmatic advertising, but RTB is actually only one part of the process, and the skeleton on which programmatic ad buying is built. Ad space is bought and sold in a digital auction, where the winning bidder gets to display their ad in that space. This happens in real time (hence real time bidding), and it’s what programmatic advertising software uses to purchase ad space. To clarify, RTB is the auction, and programmatic advertising is the full automatization of the bid, purchase and ad displaying process. Okay, let’s get back on track to programmatic!

In the programmatic advertising kingdom, it’s the machines that do the work, and the advertisers who rule from campaign castle. It’s the human advertising professionals who are the kings and queens, ruling from campaign castle, and they set the laws of the land. The advertisers determine the rules and scope of the campaigns, while the programmatic software handles all the menial tasks. They will set the prices and strategies, carefully select the channels on which to promote, develop meaningful campaigns, and more. No technophobia necessary, humans are still deeply involved in the process.


Why programmatic advertising?

Here’s the rundown of why programmatic advertising is the best kingdom to be a part of in the world of advertising:

Efficiency

We all know humans, right? No matter how many great qualities they have, there’s always a degree of unreliability and room for fault. Robots don’t get sick, don’t need vacation time and can’t break the rules. While I’d much rather have a human coworker and friend than a robot, when it comes to buying and selling ad space, these things matters. Programmatic advertising removes slow-computing humans from the equation, making the ad buying process hundreds of times faster, and less likely to involve error. Plus, the programmatic advertising software can make tiny, instant adjustments to campaign variables that humans may not consider, or have the time to change.

Optimization

Robots are far better data analyzers than humans, and programmatic software can adjust dozens of variables within your campaign outlines to optimize the campaign and get your desired ROI. The human side of marketing can set budget, goals, network reach and more, and the programmatic software will run with it to get the best bang for your marketing buck. Say hello to delivering hyper-relevant, cross-channel experiences that increase brand awareness, reduce churn and convert users at break-neck speeds.

Cost

Why hire an expensive, potentially unreliable human to buy and sell ad space when you can get a machine to do it better, and for less? Adopting programmatic advertising will result in a tangible cut of media buying costs, as well as let you budget out your (less-tangible) brain power more efficiently. Not to mention, with a machine at the helm, your campaigns will achieve better ROI than would be possible with campaigns run by their human counterparts.

Campaign Quality

With the tedious tasks handled by programmatic software, your marketing team has the time and energy required to develop strategic tactics, and plan sophisticated, effective marketing campaigns. Each of these complex campaign plans will be carried out by the programmatic software that has the ability to rapidly change tiny variables to get you the best bang for your campaign buck. After each campaign run with programmatic advertising, you’ll also receive detailed, data-filled reports so you can better plan your next campaign.


Who needs programmatic advertising?

We all know that you don’t bring a human to a robot fight. In the digital ad buying world, it’s machines vs machine, and ad space is bought and sold faster than you can blink an eye. Programmatic ad buying can offer hyper-relevant, hyper-targeted display ads to the audience you want to reach. If you want to run display ads online, you’ll want to use programmatic ad buying. Besides, human interaction is so 20th century.


Programmatic advertising is big, and it’s not something that will disappear in the next few years. According to a study from eMarketer, US programmatic digital display ad spending will reach $22.10 billion in 2016. The kingdom is expanding, and overtaking new advertising territory every day. Digiday even called programmatic “the future of ad buying,” so maybe a world of robots and humans living in harmony is more plausible than Terminator had us believe.

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How to Use Paid Ads to Grow Your Facebook Following

So, you’ve got your Facebook Business page setup and you’re posting regularly. You’ve even got some likes and shares. That’s great! But why stop there? With over 1.79 billion users active on the platform every day, there’s a lot of real estate to cover, and your content can only reach so far without a little help. That’s where Facebook Paid Ads come into play.

Let’s start with the basics.


What is a Facebook paid ad?

According to Facebook, “With Facebook Ads, you can create targeted ads to reach different audiences and meet your business goals.” It seems pretty straightforward, but let us elaborate.

Facebook Paid Ads are a simple and cost-effective strategy for your business to reach a specified demographic. You can promote your custom ads and content to reach an audience of your choosing. What’s more, you can use the ads to collect data that will help you improve the ads to increase their efficiency.


How to build an effective Facebook ad

When you’re building your ad, there are a few important factors to consider:

Choose your audience

Deciding which demographics you want to target is one of the most important parts of optimizing your ad. Choosing a broad range is effective for some businesses, but you’re more likely to see results by narrowing your terms. For example, if you’re selling video games you might want to target men and women between the ages of 15 and 40 with interests in video games and entertainment, since that’s where your customers are likely coming from. If you’ve optimized your audience to your business, you’ll reach people who will want to follow your page.

Create a compelling message

Your Facebook Ad has limited space, so make sure you’re saying exactly what you want to. Are you offering a deal? Hosting an event? Showcasing products? Make your message relevant to your audience and give it a call to action! Don’t forget to add an image, too. Ads with photos are much more likely to attract attention than those without.

Switch it up

Why make only one ad when you can make two? Creating more than one ad gives you multiple sets of analytics so you can determine which ads work and which ones don’t. If you find your ads are working well, it’s still important to switch them up every so often so the message doesn’t stagnate. People get tired of seeing the same thing over and over again, so keep it fresh!


You’re all set to get started! Facebook Ads are a great way to get your products and services in front of potential customers. Facebook has some great resources to help you get started. Even a low ad budget each month can help you attract new customers and find new business. Although Facebook advertising is extremely important, creating and running ad campaigns can be a time consuming project. Consider using our Digital Advertising, and with our reporting, you’ll be able to clearly see the ROI and what you’re getting for you $$.