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How to Reach Influencers With Facebook

by Admin

How to Reach Influencers with Facebook

Social media is an ever-changing landscape and influencer marketing is a trending topic. Business owners, brands, and marketers know that they must evolve or eventually fail. Influencer marketing is a hot topic but it is not new. Celebrities have endorsed and pitched products at us since television was in black & white. We are just using other channels to reach out to our audience. Look below at a graph of Google Trends influencer marketing [Figure 1] and it is easy to see that searches for the phrase “influencer marketing” has been increasing especially since 2015.


Figure 1

Brands and marketers are increasing their budget for influencer marketing. Depending on the source, some 50 to 60% of online marketing strategies plan to incorporate influencers. Although product launches and promotions are some of the most common reasons to work with influencers, there are other purposes for influencer marketing too. Finding and targeting influencers can be a challenging and time-consuming task, but there are a few money saving strategies to use on Facebook and Instagram to get in front on influencers.

Why Facebook for Influencer Marketing?

Instagram is typically the social channel that brands want to incorporate in their influencer marketing strategy. However, the influencers themselves have a slightly different opinion of influencer marketing strategy. According to a SheSpeaks survey of influencers, Facebook was their most preferred social media platform for influencer marketing! It is no surprise Instagram was a close second. Twenty-four percent of those surveyed saying it was an important channel. Proof that Twitter is still alive, Twitter ranked third with 18% saying it was best. Surprisingly, Pinterest came in at 10%.

How to Get in Front of an Influencer on Facebook

Organic social posts are free, but due to algorithm changes, they are probably the least effective way to get your content front of the desired audience on Facebook. The reach just is not there anymore. If you have a Facebook page that is liked by influencers or an email list of influencers – there are strategies that can be utilized to target them with a Facebook boosted post.

Be sure to install the Facebook tracking pixel on your landing page first to track the campaign. If you have an email list, upload it to Facebook and create a custom audience of Facebook users that are on your list. Targeting your email list of influencers can get your content in front of them easily, assuming the list is good.

Upload a Facebook post that resonates well with your followers. If you don’t already have a good idea of what content works, then try posting a video that gets your message across.

Next, boost that post. Target the Facebook audience of influencers you just created. If you do not have enough influencers following your page, then use Facebook interests and behaviors to develop your target audience. Alternatively, target those who like your page and their friends. Your customers can be your best advocates. Many of them may already be micro influencers who are interested in working to promote your brand. A good influencer is a genuine user of your product.

Boosting a social post at a targeted audience is cheap. Below is a screenshot of a post we recently ran. Their content was seen by over 5,000 influencers and had a 25% conversion rate. All for $20. [Figure 2]


Figure 2

Filed Under: Influencer Marketing Tagged With: facebook, Facebook Ads, Influencer Marketing

How to Spy on Competitors’ Facebook Ad Strategy

by Admin

how-to-spy-on-competitors-facebook-ad-strategy-440

How to Spy on Competitors’ Facebook Ad Strategy

Picture this: One fine Saturday, while enjoying morning tea, you log into your Facebook, the largest social media channel in the world, and are promptly greeted by an advertisement from one of your competitors. They are running a carousel of product images depicting their Black Friday promos. Blasted! Your competitor is reaching out to a demographic by using a strategy that your brand is not.

There are two issues to address. The first issue is that retailers are advertising Black Friday deals earlier each year! Amazon officially launched the holiday shopping season on November 1. Black Friday retail sales declined $1 billion last year. Early promotions like Amazon’s cannibalize the turkey day weekend sales. Holiday shopping might be a time-honored tradition but the race to the mall is fading.

The second issue is the increasing use of social media advertising to reach targeted age ranges. If you are already on tracking social media growth and sales, then this is not an issue. However, if your posts are having trouble getting through the algorithm then a paid strategy may give you a boost to an acceptable ROI.

Your brand is not even on the playing field if your social media game plan is not a serious and tracked part of your marketing strategy. Revisiting your own social media plan is an important part of keeping current with trends and effective campaigns.

Brands I work with plan out their marketing calendars months in advance. Marketing must evolve with changing landscapes and sometimes that requires a mid-quarter strategy shift. Fortunately, the barrier to entry for social media ads is low and most options are open to all budgets.

A thorough social media audit involves identifying and monitoring competitors. If you own a small business you might not view global brands as competitors. We can still learn a lot from what they do and how they execute. If you are a brand with a large social media following and a diverse marketing plan, then monitoring competitors is important for identifying missed opportunities and tracking progress.

So why did you see your competitor’s advertisement on social media? Certainly you are not buying from them! There are unlimited combinations of factors that can result in you falling into any advertiser’s targeting bucket. The simplest is that you visited their website recently. Advertisers using tracking pixels can opt to show social media ads to those that have visited their website. A narrower target would be to show the ads to those who have visited within a certain timeframe or fall within a certain age range.

My latest video featured on Entrepreneur Magazine online video channel talks about how to see your competitor’s Facebook ad targeting.

This is a form of behavior targeting and is often used as part of re-marketing strategies. For example if a shopper visited a website with the past week but did NOT hit the thank you page of the checkout then that person is a good shopper to re-target. Why? Because they have intention (they visited the website) but did not convert (they did not pay for anything.) Someone who visited the website and added products to their online shopping cart but did not pay is an even better candidate for re-marketing.

Potential customers can be targeted or excluded as targets based on email lists, interests, behaviors, gender, age, past buying decisions and hundreds of other factors. This type of targeting is available on the major social channels: Facebook, Instagram, Pinterest, and Twitter. It is really all a copy of what AdWords begin.

Like any marketing plan, a successful Facebook campaign involves trial and error. Advertisers must find the right mix of audience targeting, an appropriate offer, creatives that resonate with that audience, and an optimized landing page.

For more video on digital marketing, subscribe to my YouTube channel: https://www.youtube.com/metronycom

Source:
https://www.zacks.com/stock/news/199560/why-did-black-friday-sales-fall-by-1-billion

how-to-spy-on-competitors-facebook-ad-strategy

Filed Under: Facebook Tagged With: Facebook Ads, social media marketing

How to Block Facebook Ads

by Admin

How to Block Facebook Ads

Facebook drives the majority social traffic – more than any other individual social media channel. With over 1.71 billion monthly active users, it is important for brands to have a solid Facebook strategy in place. This includes organic (free) posts and possible paid Facebook and Instagram placements as well. Facebook started allowing ads in the newsfeed in 2012. Since then we have seen more and more innovative ad ideas and placements. Facebook now has carousel ads, local awareness campaigns, video ads, newsfeed on mobile and desktop, and right-rail.

How-to-Block-Facebook-Ads-440

Advertisers know that users can opt out of interest and behavior targeting. What some may not know is that Facebook is making its user base aware that they can opt out of seeing advertisements from specific companies as well!

Recently, Facebook served me with a notification to manage my ad preferences. Facebook allows advertisers to target users based on behaviors and interests. Behaviors are something a user has done – i.e. visited a certain website with the past 30 days. Interests are topics Facebook thinks a user may be interested in based on the type of content they react to.

Recently, I saw this notification on Facebook [Figure 1]

Facebook-manage-ad-preferences

Figure 1

“We want the ads you see to be useful and relevant. Let us know if you’re interested in these topics”

Facebook users can click on “Manage Ad Preferences” to see a list of interests that Facebook is using to tailor the ads a particular users sees. Also included in this list are the names of companies. Facebook users may be targeted because they like a brand’s page. They also may be targeted because they like a page related to a brand.

ads-opt-out

To block a Facebook ad based on interests:

  1. Drop down the category name [Figure 2]
  2. Click on the “X” to the right of the interest

To block a Facebook ad by a particular company:

  1. Drop down a category name
  2. Click on the “X” to the right of the company you don’t want to see ads from

How-to-Block-Facebook-Ads

Filed Under: Facebook Tagged With: Facebook Ads

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