Improved Facebook Advertising Campaign Performance

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Social media marketing, research has shown, is the fastest growing platform for advertisers. With promises of increased customer engagement and low marketing costs, advertisers flocked to this platform in droves. 76% of companies in the US use social media. Over three quarters of marketing officers believe they will increase their ROI this year through social media and plan to increase their budgets. But ROI is not easy to measure with social media. The different metrics will yield different results. Are you doing whatever it takes? Are there some things you don’t know about?

Facebook is the most valuable platform, statistic shoes, with over 15% of the social media marketing business, while rating and reviews, Twitter, LinkedIn and Youtube are there as well starting at about 10%.

Last month, a company called Techlightenment unveiled its new product called Alchemy 2. The company which is a leading provider of Facebook marketing technologies, helps solve traditional Facebook challenges of scale and performance, and has features that reduce the time spent on manual processes because the platform does it for you so you can focus your attention on higher value decisions.

The company promises that marketers will get 80% higher CTR and 50% lower CPC using their platform compared to the average Facebook campaign. Alchemy 2 allows user to take advantage of what Facebook has to offer; timeline, Sponsored Stories and Custom Action ads.

Here is what this platform includes:

Create a campaign fast and easy. You can create hundreds of ads in a few minutes.

  • Combine location, target audience with your creativity.
  • The system allows you to dynamically insert keywords and locations.
  • Analytics will tell you how many end users you will reach.
  • Easy re-posting of campaigns in one click.

Optimize and track.  About 70% of what used to have to be done manually can be done by alchemy 2.

  • Optimize by setting up rules based on which actions are taken.
  • Track multiple conversion points.
  • Control your budget by targeting groups and locations.
  • Optimize to CPA with tracking solutions and analytics.

Manage and Report.

  • Drag and drop the data you have to see how effective the campaign is.
  • You can easily change the metrics, and have complete control of how the budget is being allocated.
  • You can see CPA and conversion data at the ad level. The platform will calculate your margin and optimize accordingly.
Image representing Techlightenment as depicted...

Image via CrunchBase

Will Ashton, Managing Director of Alchemy 2 at Techlightenment  said: “Alchemy was the first Facebook advertising platform to market in 2010. We have redesigned the platform for the release of Alchemy 2 to make it even more sophisticated and agile. As Facebook makes updates to its platform, Alchemy 2 is well positioned to be updated as near to real-time as possible, allowing users to make near immediate use of new features and ad formats.”

Techlightenment was bought by Experian in January 2011.

Author:

@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.

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Customer Engagement for Small Business

Telling business owners that they need to have some plans for customer engagement is easy. However, once they have absorbed that tidbit of helpful information, many may be lost as to what customer engagement can actually entail. Most likely, there is nothing that you in particular are selling, that can’t be found somewhere else. So what can the small business owner do to show that their product is the right choice for the consumer?

Be a Customer for a Day

Spend a day emulating the actions that your prospective consumers do.

  1. Call your customer service number.
  2. Go through the motions of purchasing your own product.
  3. Fill out your contact forms.

Make sure that your customer experience matches your outlook and ideas.

Build Communication Options

Not everyone uses Facebook and Twitter believe it or not. Make sure you have traditional methods of communication as well as digital ones. List phone numbers and a physical address for your business, even if it is online based.

Exercise and Act on Your Listening Skills

It isn’t enough to reply to customers questions or request with generic terms. When prospective consumers ask for discounts or other beneficial options, show them you are listening by enacting them. You will get no better word of mouth advertising then having a consumer who can say “I asked for a discount, and they gave me one!” This doesn’t mean you have to offer that discount to everyone who asks, but you should never outright ignore those request.

Show Your Integrity

Since bad news can travel with light speed on the internet, you may need to go out of your way to show your customers that not only are you expert at what you do, but that you back that professionalism with personal integrity. Show your customers that the people behind the brand care.

Let Your Customers Advertise for You

Anything that you can do to get your consumers to share their product or service experiences with the public will provide you with two benefits. Obviously it will give you the valuable advertising you are seeking, but it will also provide you with media that you can post to help build top-notch links for your site. Don’t expect your customers to do this for no reward though. Their time is valuable too. Try to run contest for the best written or video reviews of your project. Reward the winners appropriately for their time spent talking about your products and services.

Above all it is important that any consumers approaching you for your products or services walk away with the sense that you are a brand they can trust and rely on.

Author:

@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.

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Funding Your Freelance Writing Business

The greatest aspect of funding your freelance writing business is that you are only as limited as your ambitions, creative talents and the time it takes you to complete writing projects. As a freelance writer you likely have already gained some knowledge on what it takes to win larger projects as well as specific knowledge different clients seek.

It is imperative to create a business plan and set aside some of your income from freelance writing projects. Once you begin building it, funding a small online business will be as easy as paying writers as they complete projects.  When considering funding your freelance writing business, realize that it is a distinct possibility that others may not have the ethical practices you have. Clients have been known to run off without pay, so be prepared emotionally and financially for that possibility as well.

The Basic Requirements

Before you delve into creating a small online business of your own in the writing niche, you need a reliable internet connection, an up-to-date computer and the willingness to work longer hours than you would as a part-time or even a full-time freelance writer. You will likely need at least two to four hours per day to have enough success to ensure your failures are not ‘end-alls’ for your company.

Build on Your Good Name

Outsourcing clients who are happy with you and your team may need larger projects completed. They could also have other affiliates that do. As your own writing career becomes more lucrative, improve upon the portfolios and profiles of your writer-base. Once you have a steady amount of work on your own, strike out from the freelance employee niche and become a freelance employer. Make sure that prospective employers understand you may be a part of a writing group or small online business that caters to clients with larger content needs.

Outsourcing Ethically

Never mislead a client if you are outsourcing jobs they give you. This is not only unethical but can end up costing you your reputation. If a client has agreed that your work is up to their standards and you turn in work from another writer who did not meet those standards, the client will assume you lack consistency and may decide to terminate your contract. Fair assumption, you didn’t supply consistent content, regardless of who created it. On many freelance work sites, the client would win that disagreement in a moderation process.

However, once you have clients with whom you have made clear you will have a group of writers on their project, make sure that each writers work lives up to the standards that you originally provided. This may require that you spend less time writing and a bit more proofreading the work of others. Be financially prepared with a bit of overhead from your own completed assignments in case the proofing or approval process takes a bit longer with larger orders. It will. Expect to spend at least a couple hours per day doing not much else for even the smallest projects.

Don’t Multitask Too Much

The freelance writing world is full of competent writers and websites that clients can be fully satisfied with. For this reason it will become your personal responsibility to see that your freelance writing business stands out among others. Before you go from employee to employer, you may also want to consider building up some funds to invest in marketing. Without a bit of help, the time you spent hunting, managing, and completing projects, will go from around two hours per day to ten. You can not add the much needed element of marketing on top of your many other responsibilities and expect any of them to be highly-effective. You can also expect to find yourself failing at both ends if you do. Certainly be hands-on when it comes to learning how the marketing process works. You will eventually have the time to give that area of your business far more consideration.

Funding your freelance writing business will become much easier if you demand high standards from your employees and perhaps even set up a series of rewards for consistently meeting those high standards. This will return your own private working time back to you, which you can turn over to completing the projects that will be funding your freelance writing business.

Get Started Here @DBMEi

There may be no other place better to start than right here on DBMEi if you are searching for some free freelance writer education as well as practices that you should inject into your own Freelance Writing Business.  Currently we have Megan Campbell, Vanessa Canner,  Leigh Egan, & Megan Harriswho, along with me, all write on Freelance writing  topics here @DBMEi.
Sources:

Author:
Joy Lynskey is the owner of JRL Solutions, a copywriting and content management company based in Bedford, Virginia. JRL Solutions hosts a Freelance Writers Education Blog that is managed by direct and guest posting. Joy is the Content Manager and Editor for Puglisi Consulting Group at Digital Brand Marketing Education. Joy regularly works in SMM via freelance consulting  private clients with their social media campaigns. @JoyLynskey

How to Use Webinars As A Lead Generation Tool

A webinar is a great tool for businesses to help grow their businesses.  It’s a shame that more companies don’t utilize this medium to educate their target audience on their products/services.  Most companies today are using webinars to educate their internal team and offer sales training.  It eliminates travel expenses by not having to fly in employees to one location for product training.  How many times have you attended a massive sales training seminar in an upscale hotel?  This is something that we should start seeing less of over the next few years.  If companies are smart….they will take the money spent on these events and put it towards engineering and additional marketing programs. The biggest benefit of a webinar, is that your audience can attend a webinar from the comfort of their own desk without leaving the office.  The cost to the company is minimal.

Why are most companies not using webinars as a lead generation tool?  This is a great way to spread the word about your products/services without spending a fortune.  The ROI can be high if companies utilize this medium the right way!

Major Benefits of Webinars:

  1. Attendee List –You can communicate with past prospects, new prospects, and current customers by inviting them to a webinar. It’s a great way to remind them about you!
  2. Credibility – By hosting a webinar on a particular topic…it makes you the industry expert and gives the company credibility as being the spokesperson.  It’s important to get knowledgeable presenters who understand the target audience and how to speak to them.
  3. Webinar Invitations – You can create an upscale email or direct mail invitation and send out to your in-house database.   This is a great way to get in front of your customer or prospect and show that you know the industry. Also…people like to receive free information.  It’s a great offer as part of a direct marketing campaign.
  4. Follow-up – All follow-up should be made within 2 days of the webinar.  All attendees should receive a thank you email.  You can send a link to the archived version of the webinar to the people that registered…. but did not actually attend the webinar.

Webinars can be an effective way to grow your business and increase your profits.  It’s important to give your prospects a presentation that keeps their attention.  Also, interaction is important where participants can type their questions during the webinar session.  A Q & A Session at the end of the session is a great way to keep your webinar interactive.   It is important to know your webinar layout before you begin. This includes what you anticipate on covering, what your objectives are, the format, the length of your webinar and so forth.  The typical length of a webinar is 45 minutes with a 15 minute Q&A session at the end.  Also, the timing is important.  Since you will have attendees from the east and west coast…2:00 p.m. EST is a great time to hold your webinar.

Promotion is crucial to your webinar’s success.  A great way to promote your webinar is through social media sites, direct mail, email, and banner ads.  It makes a great Call To Action for your campaign.  It’s time to add webinars to your marketing tools and start reaping the benefits today!

Author: 

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

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New Facebook Ads Platform Goes Live on February 29th

Image representing Facebook as depicted in Cru...

Image via CrunchBase

Facebook plans to release a new ad platform on February 29th that may profoundly change the way business is done on this social media network. Peter Corbett of iStrategyLabs, a social media marketing firm, recently said the following,

“The company expects the new ads to perform 40 to 8o percent better than its previous product”

That is a serious and significant increase in ad performance. Peter also posted a helpful PDF and Slideshow that seem to have come from Facebook that introduces the new ad platform.

Facebook Premium Ads Overview

Facebook Premium Ad Guide

Expected to be released at the fMC Marketing Conference, both documents reveal that Facebook’s plans to provide advertisers the opportunity to take any type of content and turn it into an ad. The new system will replace many of the classic premium options as well.

  • Premium Events
  • Premium Likes
  • Premium Polls
  • Video Comments

However, Marketplace Ads and Premium Ads will still be available.

The new Premium Ad platform will make content that is posted viewable to your Fan pages fans and subscribers, as well as adding the ability to target any Facebook user, even non-fans.

The slide above shows us that Facebook is directly sharing with advertisers that they can expect at least a 40% increase in user engagement, while gaining 80% in branding, with 16% in fan rate increase from the soon-to-be released Premium Ad platform.

Ways to Use the New Ads

Advertisers will be able to do a few more vital tweaks on the new ad platform.

  • Event Advertisement – Advertisers will now be able to create hype around their upcoming business events.
  • Update Engagement – Any update will be capable of conversion to an ad. Questions, polls, and other media updates can be very engaging ways to improve your ad campaign.
  • YouTube Love – Video ads can have very positive results. Send extra traffic to videos by building a comment base.
  • 90 Characters – Only the first 90 characters of the new ads will be visible to browsers. You will need to optimize on those as much as possible. Find a skilled copywriter if you are not sure how to do this.
  • Strategic Updates – Fashioning a fan page that helps to encourage followers to leave positive reviews on your products or services will enable advertisers to use those updates as ads. This provides a level of social proof in advertising.

It definitely looks like Facebook ads are going to undergo some improvements. DBMEi will stay current on the successes or failures that advertisers will experience once the new ads go live.

Author:

@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.

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