YouTube is the world’s largest video sharing site and the second largest search engine. It is also a social network, with a large and vibrant commuity of active users.
YouTube receives over five billion views per day with over one billion unique users per month. Even though these inviduals are not necessarily going to purchase products or services, they are going there specifically to watch videos to learn how to get information on how to perform specific tasks or to be entertained.
If you’re able to produce engaging content that is aimed at your target audience, you are putting yourself in prime position to generate qualified leads, increase awareness and build your brand, especially because you’re more likely to get your video ranked in the search engines.
In the following article by Phil Nottingham, he discusses the marketing benefits of a YouTube channel and what most businesses can expect to gain from leveraging YouTube as a marketing channel:
The Marketing Value of YouTube
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
One of the earliest questions considered by any business, large or small, investing in video marketing will certainly be, “Should I have a YouTube channel?”
The answer: probably.
…..but it depends on the type of business you are, the kind of content you’re creating and the goals you have for your videos.
In this post, I’m going to expand on that answer and outline the core values most businesses can hope to gain from YouTube as a marketing channel – detailing how those values can best be achieved, and by inference, when YouTube is an appropriate platform to host your videos.
What can YouTube do for me?
YouTube is an interesting beast to varying degrees: a search engine, a hosting service, an advertising platform, a social network, and a community site.
Yet, it’s identity from a user perspective is that it’s much less convoluted. The main reason people go to YouTube: to find and watch videos on the internet.
YouTube is like “Inbound TV.”
No matter how users get to YouTube – through Google universal search, via social media or by navigating directly to youtube.com in their browser – the intent is the same: watch a video.
In the following article, Lisa D. Jenkins has curated a diverse variety of helpful articles and resources to help beginner, intermediate, and advanced marketers use YouTube channels, video, ads, analysis, and more for business.
YouTube for Business: The Ultimate YouTube Marketing Guide
If you’re new to YouTube business options or want to add something new to your current YouTube marketing plan, this page is for you.
Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use YouTube channels, video, ads, analysis, and more for business.
Optimize My Channel and Videos on YouTube
How do I create a successful YouTube channel? Learn how to set up and optimize your YouTube channel so it shows up in search and suggested videos.
How do increase YouTube Watch Time? Discover how to set up your YouTube videos to increase the number of views your channel generates and also deliver longer viewing sessions.
How do I get more viewers for my YouTube videos? Find five ways to increase the likelihood that your YouTube videos will be noticed and watched by your target customer.
How do I grow my YouTube channel? Learn how to produce algorithm-friendly YouTube content, attract viewers and keep them watching.
How do I get my videos to rank on YouTube? Discover how views, comments, and referrals from outside YouTube boost a video’s ranking and find out how help your videos appear as suggested videos and rank well in search results.
Advertise on YouTube
How do I start using YouTube ads? Discover how to run ads on others’ YouTube videos, as well as get paid to let others run their ads on your videos.
How do I retarget people on YouTube? Find out how to combine search, shopping, and YouTube options to build target audiences that convert.
How do I use my Google Adwords account to promote my YouTube videos? Discover how to link Google AdWords with your YouTube channel, so you can run better campaigns.
How can I improve the targeting of my YouTube ads? Find five ways Google AdWords targeting can improve delivery of your YouTube video ads.
Google+ offers a myriad of features that has made finding, sharing and engaging with content more effective and innovative. These include the +1 button, personal profiles, business pages, circles, communities, events and Hangouts. Google+ differs from Facebook in that you can follow anyone without that person having to accept a friend request.
With circles, Google+ offers a unique way to organise and share information with specific groups of people, so you can easily choose who you want to share your posts with. With the amount of benefits Google+ offers for marketing and promotion, most businesses cannot afford to ignore Google+.
Before you get started with Google+, you really need to understand the features and benefits that Google+ can offer for marketing your business. You’ll then be able to work out whether Google+ is for you, whether your audience is active on Google+ and how you can use Google+ to achieve your overall marketing goals.
In the following article, Jackson Lo oultines 8 reasons why every business should be on Google+:
8 Reasons Why Every Business Should Be On Google Plus
It’s incredible how much the web has evolved. More specifically, it’s incredible how many new products Google has introduced in the past year. When Google first announced their new platform, today known as Google+, I thought, “This could be a game changer in the social space.” But did I jump on it right away? No, not really. I was traveling in Vancouver for a company Face-to-Face event when Google+ was made available on a limited access basis. It was good times when all of us at Cardinal Path were able to take Google+ and Hangout on a test drive for the first time.
There’s been a lot of discussion since then around the potential of Google+. SEOs are taking advantage of what Google is doing with their platform like Authorship and AuthorRank. While Google+ is not a social network, we default to thinking it is because it’s another one of those sharing and communication tools with users who are always saying, “If you’re not on it, you’ll be missing out”.
Google+ is a ‘social layer’ that sits on top of many of Google’s products. You may have noticed the ‘+ Share’ button appearing in the top right of many Google properties and the many privately owned websites with the +1 button on their pages. Google wants you to use their platform because they believe there is some unique value in it that we, as users, can benefit from.
In early 2015, Google announced some news about the separation of Google+ from its other products that led many marketers to believe that it was the beginning of the end of Google+. However, it wasn’t the end of the network, and Google is still investing heavily in the platform. In this article, Kirsti Hines discusses what has changed with Google+, and what the updates mean to social media marketers:
Google+ Changes: What Marketers Need to Know
Why Marketers Should Care About Google+
Before we dive into the specifics of the new Google+ updates, it’s important to address what these updates mean to social media marketers as a whole. Since news about the breakup of Google+ products began in early 2015, some marketers believed it was the beginning of the end of Google+. These thoughts were further supported when Google announced the separation of Google+ from it’s other products.
But now, we can see it’s not the end for Google+. “Google+’s new changes are a sure, and comforting sign Google+ is here to stay at least for the undetermined future,” predicted Jesse Stay, author of Google+ Marketing for Dummies. He added, “It shows Google is still putting money and resources into the website, and still sees it as a product worth spending money on.”
In terms of marketing, businesses that want to reach people who are passionate about something will find it easier to do so with the new changes to Google+.
Discover what marketers need to know about the changes to Google+.
The main goal of any business is to generate leads. Twitter provides the opportunity to gain access to millions of users, with great potential to find new prospects. Twitter offersa very informal way to making conact with others and allows you to generate attention simply by following other people. If your customers are on Twitter, it is highly likely that they will want to follow you, and Twitter allows you to actively engage with your customers.
By remaining in contact with them, you can continue to build loyalty, communicate new offers to your them, and when they start interacting with you their followers will learn about your brand as well, and may become leads and ultimately, customers.
In the following article, Diane Adams discusses 6 advanced strategies to get more leads on Twitter:
6 Advanced Strategies to Get More Leads on Twitter
Struggling to get more leads on Twitter?
We get it.
It can be hard to justify your time on Twitter when you aren’t seeing any significant results.
But then you hear success stories of businesses who’ve been able to leverage Twitter to get quality leads into their funnel… and you decide to try again.
It’s time to figure this out once and for all. It’s time to get off that roller coaster of uncertainty and finally unlock the key to Twitter lead generation.
If you’ve been at it for a while — you’re probably about to nail it. You just need to make a few tweaks to your strategy.
In this post, I’ll share 6 advanced strategies to help you get more leads on Twitter.
My hope is that after you read this, you’ll be equipped with the knowledge you need to be a more effective Twitter marketer.
1. Develop a deep understanding about how the Twitter sales process works
So many people are clueless about this. I see it in my tweets and DMs every day, and it’s almost painful to watch.
They don’t understand the Twitter sales process — so they come off looking like a spammer.
There’s a fine line on Twitter between promoting and spamming. Your goal is to find that line and walk it like a tight-rope. You’ve got to find that delicate balance.
If you jump on Twitter and immediately try to apply traditional sales methods — you will most likely end up frustrated and convinced that Twitter is a waste of time.
You can never get enough tips on how to generate leads for your business. In the following article, Neil Patel shares a range of advanced secrets on how to generate leads using Twitter.
Neil Patel’s Advanced Secrets for Twitter Lead Generation
Can you believe Twitter is 10 years old?
For a decade, it has been one of the world’s leading sources of breaking news. It has also served as a valuable resource for online marketers.
While it’s sometimes thought of as a footnote to Facebook, Twitter can be a lead generating machine. In fact, “companies that use Twitter average two times more leads per month than those that do not.”
I love the fact that sending out a simple tweet gives me the opportunity to get my message out to thousands or even millions of people within a matter of seconds.
So let’s say you’ve been active on Twitter for some time and you’ve had reasonable success.
How can you rev up your campaign and take lead generation to the next level? Better yet, what strategies can you implement that will give you a decided advantage over the competition?
Here are some advanced techniques that will help you do just that.
The first step in establishing a successful social media marketing strategy is to establish clear goals and objectives, and define the specific tactics and strategies you’ll be using in the process.
In everyday language, a goal acknowledges what you want to accomplish. It is important to define clear and measurable goals so you’re not in any doubt as to what you are planning to achieve. It is hard to achieve something if you are not clear about what you want.
Begin by setting your goals early on so that, over time, you can evaluate and measure your progress towards attaining those goals.
In the following article, Sonia Gregory explains the what and how of establishing goals and objectives for your social media marketing campaign:
Understanding Social Media Goals and Objectives
Before I get into the specifics, let’s review what a goal is (in case you need a quick refresher).
Businessdictionary.com describes it perfectly:
A goal is “an observable and measurable end result having one or more objectives to be achieved within a more or less fixed timeframe.”
Setting business goals for social media marketing is a critically important task when it comes time to determine progress for your efforts.
Are you wondering how to set the right social media goals?
Here’s how you can do it.
You’re always thinking too broadly if your goal is simply, “sell more”, or “get more followers”. Commit to setting goals for social media with achievable attributes that include:
The ability to be measured.
A clearly defined objective.
A timeframe by which they should be achieved.
Consider the Facebook goals examples below.
Sell 10 products to Facebook fans.
Convert 10 sales within 30 days by posting once a day on Facebook with clear CTA (call to action) and a $50 clicks-to-site advertisement.
Talk about detailed, right?
But you can clearly notice how the “weak” goal is vague. What’s more, it’s pretty unmotivating.
In this article, we’ll provide examples of social media goals using the above structure–the What and How.
In the previous article, you learned why it is so important to set goals for your soical media marketing campaign and more importantly, how to do so. In the following article by Alfred Lua, you’ll discover 9 social media goals that you can set for your business, and how you can analyse the success of those goals:
9 Social Media Goals You Can Set for Your Business (and How to Track Them)
Social media isn’t only a marketing tool, it can affect almost every area of a business – for example, as we discovered in our State of Social 2016 report, social media is a key channel for brand awareness, engagement, lead generation, customer support and much more.
So, in 2017, we know that social media can aid businesses in many ways, but how can we ensure we’re getting as much value as possible from the time and resources we put into social media?
One way is by setting goals. And a super-interesting piece of research I found, shares that goal setting can have a significant effect on an individual’s performance and happiness.
In 2010, a group of researchers in Canada studied the effect of goal-setting on the academic performance of 85 students. After four months, they found that the group that went through an intensive goal-setting program achieved significantly better results and than the control group.
Now, you should have a clear understanding of the why and how of setting goals for your social media marketing campaign. In the following video, Social Media Manager Hannah Rainford of Jellyfish discusses how to define social media success and exactly what you should be measuring.
Essentially, one of the most important aspects of social media marketing is being able to track the ROI you are receiving from your social media investment, and to accurately measure the impact it is having on your business. This is why the first step to creating a successful marketing strategy begins with defining realistic and meaningful goals and objectives that align with your overall business goals.
Whether you’re a one man band, small business or an organisation, your brand is one of the most important attributes of your business. Your brand is the main ingredient for success online, and social media will give you the channel to communicate it to your target audience on a daily basis.
Your brand is what is going to set you apart from every other businesses in your niche and give you that competitive advantage. You want your prospects to have an emotional attachment with your brand to so that they will buy and continue to purchase your products or services.
Social media provides a fantastic opportunity to effectively build your brand and communicate your brand message to your target audience.
In the following article, Neil Patel explains in detail, the process of creating a social media branding strategy for your business from scratch:
How to Create a Social Media Branding Strategy From Scratch.
One of the primary reasons that people buy products from a business is because they trust their name. If you’ve established credibility, then people easily see the value of your offerings.
Hence, as an entrepreneur, building a successful brand name should be a priority.
Established businesses approach and consult me to help with their media marketing because I’ve put substantial effort into building my own personal brand.
Social media has played a vital role in building this influence.
In fact, I would say that social media is an excellent starting point for most businesses to reach their target audience. It’s THE PLACE where consumers share their opinions about brands and interact with them.
Bop Design estimates that 80% of consumers are more likely to evaluate solutions from the brands they follow on a social network.
So, in this article, I want to show you how to build an authentic and strong brand image on social media to amplify your media strategy efforts.
In the previous article, you learned how establish a social media branding strategy from scratch. In the following article by Lyfe Marketing, you’ll learn everything you need to know to define and create your brand through social media, so that you can get into the hearts and minds of your target audience:
The Ultimate Guide to Social Media Branding for Small Businesses
Social media is turning out to be one of the most effective tools to market your brand and stand out of the crowd. When social media branding is done correctly, it can and will help you connect to your target market in an optimal way. Social media branding forms a natural but an essential part of your overall marketing efforts on major social platforms such as Facebook, Twitter and LinkedIn.
Social media branding is about consistently using the right methods to engage with your target audience on social media platforms. The aim or purpose is to boost brand awareness. By leveraging the power of social media branding, you can build a robust network of fans who are not only loyal to your brand but are also eager to buy from you.
In a research report published by Social Fresh, they found that the number one goal of brands with social media is to grow awareness. Which clearly shows that social media branding is a priority for most brands.
And in the following video, Gary Vaynerchuk (popularly known as Gary Vee) shares valuable tips on how to build your brand, think bigger and develop self-awareness.
So there you have it. You now have a clear understanding of how to build a strong and consistent brand through social media marketing and you’re well on your way to establishing your brand in the hearts and minds of your target audience.
No matter what you’re selling on Facebook, the most effective marketing strategy is to create an engaged community of fans that you regularly communicate and interact with through page post engagement ads and apps such as Facebook Messenger.
And this is the biggest difference between Facebook and other PPC platforms like AdWords and Bing Ads. The thing is, you need to build an emotional connection with your target audience on Facebook. If the people you are marketing to are not engaged with your brand, they will simply not buy from you. Yes, you might get a few sales here and there, but when that happens, luck or price usually has a lot to do with it. That’s really not good enough because you’ll find that your customer lifetime value is very low.
Giants like Apple and Nike have spent millions building their brand, and most people already have an emotional connection with them. Consequently, no matter what type of ads they share on Facebook, they’ll get the engagement they’re looking for.
Social media has made it so that you don’t need to spend the millions that these companies have had to spend, but you do need to know how to leverage sites like Facebook, Twitter, Instagram and Pinterest to develop that crucial emotional connection with your target audience so that they are engaged with your brand.
And it is simply not enough to post great content. You need to build a 2-way relationship with your audience instead of simply broadcasting at them. This means the people you are talking to have to be responding to what you’re saying with likes, shares and comments, or the relationship will be one-sided. And we all know how well one-sided relationships work in real life.
Building a community will obviously require a lot of hard work, but the rewards will be well worth it because you will stand out from those competitors that are simply burning money on expensive ads, and your laser-targeted audience will be highly engaged with your brand. This will not only slash your advertising budget, but Facebook will recognize the relationship you have with your audience, and things will be a lot easier for you. Furthermore, the search engines will also notice the social signals gravitating towards your brand, and they won’t be able to ignore it.
You should seize the opportunity to deliver tons of value, build trust, rapport, and desire for your product or service, and then transition into how your product can fulfil their desires or solve their problems. This is why it is important to be an expert or at least be highly knowledgeable in what you’re selling so that your audience can rely on your knowledge and expertise as you build up interest in your product or service.
With this level of engagement where they are already liking, sharing and commenting on your posts, you woud have built up so much trust and credibility, and you’ll have a better chance of converting them into lifetime customers.
Who is your ideal target customer?
One major mistake that most advertisers make on Facebook is not fully researching their ideal target customer. Understanding your target audience and creating a buyer persona is critical to the success of any Facebook advertising campaign. This is the person who, on paper, is most likely to buy from you, most likely to find your posts interesting and most likely to become highly engaged with your brand. To be effective, you need to understand the motivating beliefs, fears and desires that influence the buying decisions of your personas.
With recent data from Statista showing that Facebook has 1.86 billion monthly users, you need to be laser-focused in terms of who you put your ads in front of. It’s not just about how many people you can reach, but also how precisely targeted those people are.
Targeting the right audience is absolutely critical to the success of Facebook ads. You need to ensure that you embrace an audience of people that are going to be receptive to your ads. No matter how great your ad, if its not reaching the right audience, your campaign will fail.
The good news is that Facebook provides advertisers with a range of powerful tools that provide access to a wealth of data about its users. They spend millions on detailed dossiers from 3rd party data brokers about their users’ offline lives. These brokers collect information from public records, online activity and purchase history and re-sell it to other companies for marketing purposes.
With this information, you can even target people who:
Got engaged recently
Are fans of a specific football team
Donate to charity frequently
Are in the market for a certain kind of vehicle
Buy the types of products or services you sell
and this is what sets Facebook apart. All of this data provides powerful insights that allows you to put the right message in front of the right audience. if you know who your perfect customer is, then you can make sure that you invest all your time, effort and budget into reaching those people, and the result will be far more profitable and far more rewarding.
For example, lets say you’re a golf coach looking to sell your high ticket coaching program designed to help keen golfers improve their swing. The Facebook interest targeting tool can help you find people from all over the world who have indicated that they like to play golf, are fans of a number of top golfing stars, have shared status updates and articles about golf and have liked a number of golf-themed pages.
However, this does not make them potential buyers. In fact, even if they play golf, it doesn’t mean they care enough about the game to invest in a highend coaching program or that they have the means to do so. Yet, this is where most advertisers end their research.
Showing your ad to a cross section of these users may very well lead to a campaign that might generate lots of likes and shares and ultimately low clicks, but very fewbuyers. And there’s nothing more frustrating than an ad that generates a ton of engagement but very few conversions. What you should be looking for are targeted, potential buyers, not just people who are fans of the sport or have liked golf pages.
With the right research, you’ll be able to find out crucial information such as their deepest desires, demographics: location, age range, gender, interests, motivations, income level, lifestyle, behaviour, buying habits, page likes, etc. All of this information will help you build up a picture of your ideal target customer, and you’ll know precisely who you’re going to be speaking to.
Once you know enough about your target audience, you’ll know how best to craft an ad that will attract and appeal to that specific audience. This is the kind of data you need to attract customers that are right for your business and develop advertising campaigns that bring you serious returns on your initial investment.
Interest targeting is pretty big on Facebook because it allows you to target people by their interests. But you need to be very careful here because it is not very clear how Facebook determines an interest. Just because someone has shown an interest in something doesn’t mean they actually like it enough to pay for it.
For example, some fans of Venus and Serena Williams may have liked, shared and commented on several tennis related articles and magazines that featured the sisters. Those users might also be fans of their Facebook pages. However, this doesn’t necessarily mean that those fans like or are interested in the sport. Yet, the Facebook algorithm will deem them as interested in tennis because they have like pages of the sport’s superstars, and have engaged with a lot of articles on the sport. This is why you cannot rely solely on interest targeting.
Hot and Cold Audiences
Another mistake that many advertisers make on Facebook when selling high-ticket items is advertising to warm and cold audiences in exactly the same way. A cold audience consists of users that have never heard about your business, product or service, and your ad is their first introduction to your company. On the other hand, a warm audience consists of users that have had some exposure to your brand. They include fans of your Facebook page, users that have visited your website, watched your video, etc.
If you’re selling a t-shirt, laptop or other low-cost item, you can perhaps get away with sending cold traffic directly to your website, although it would be much better to aim to build relationships with your target audience. On the other hand however, selling digital products or high-ticket items is a different ballgame and requires a completely different strategy.
You cannot just go for the jugular by sending this type of traffic directly to your website. You’re asking too much of your target audience who don’t know anythng about you. You need to first of all establish trust and credibility by aligning yourself as an expert in your niche with relevant, engaging content that is useful to them. More importantly, you need to demonstate that your product or service can solve a specific problem for your viewers. To do this, you need to build a sales funnel.
The Facebook Algorithm
Understanding how the Facebook algorithm works is crucial for running successful Facebook ad campaigns. Along with the advanced targeting capabilites of Facebook, the intelligence of the algorithm is what makes Facebook marketing so powerful for advertisers, and you need to know how it works and how to work with it.
For example, it is important to realize that the algorithm is driven by relevance and efficiency, and prioritizes content that is relevant to and personalized for a particular user. So if the algorithm feels that a user will not be interested in an ad, it will not display your ad to the user.
Consequently, if you have selected conversions as a campaign objective, the algorithm will not display your ad to users who do not have a history of converting on the types of products you’re selling. But once it identifies a converter, it will begin to look for similar characteristics in other users. This has the effect of maximizing advertising budgets.
It is important to realize that the algorithm needs time to identify converting characteistics, and Facebook suggests that it generally requires at least 25 conversions per ad set per week to identify users with those characteristics.
Creating Your Sales Funnel
Selling digital products or high-ticket items on Facebook requires an enormous amount of trust, and a sales funnel allows you to effectively establish this trust by focusing on their deep desire or biggest frustration. In addition to a professional website, you need the following tools to create an effective and result-oriented Facebook sales funnel.
An Irresistible Freebie
A freebie or giveway is a fundamental component of selling digital products or high-tickets on Facebook. This freebie can be a comprehensive PDF report, an educational video, a short eBook, a slideshow presentation, etc. At this point, what you need is something that breaks the ice with your prospect and allows you to capture their contact details.
Whatever format you choose, the content you choose to use for your sales funnel must be relevant and useul to your target audience. It needs to really grab the attention of your target audience and motivate them to engage with you.
You also need different types of content to cater to different types of buyers, some of whom may be at different stages of the buying funnel. You need to ask yourself what someone in your industry who isn’t ready to buy would find interesting. All you should be trying to do at this stage is get their contact informtion by differentiating your ad from the thousands of ads that the prospect has already been exposed to so that you will be memorable.
Examples of freebies include:
Video tutorial or webinar
Discount or coupon
Web-based or downloadable tool
Checklist or template
To create the most effective giveaway, you need to have a deep understanding of the most common challenges, frustrations and pain points of your target audience. If you want to be remembered, your freebie should address a very specific niche of users, solve a real problem and be easily actionable.
For example, say you want to get qualified leads for your restaurant. Some people may choose to use recipes as their freebie. However, the problem is that there are thousands of recipes freely available on the internet, and asking people to subscribe to your newsletter in return for a few recipes may not be very effective.
What you could do instead is target a specific niche of users such as pregnant mothers who have identified themselves as vegan, are passionate about cooking and are fans of a famous vegan chef like Jamie Oliver. Your freebie could be advertised as “15 delicious vegan recipes for expectant mothers inspired by Jamie Oliver”.
An Optimized Facebook Page
You need a compelling and super-optimized Facebook page that will enable you to engage and learn more about your target audience. Your page also provides the opportunity to humanize your brand and put your business top of mind with your target audience.
A Facebook Landing Page
An attractive and compelling Facebook landing page is a key part of a successful sales funnel because this is what will convert your traffic into leads. The goal of the page should be specifically to deliver your freebie and collect users’ data.
Facebook allows you to create your very own landing page (or landing tab) on your brand’s Facebook page so that your target audience can provide their details without having to leave Facebook. People will be more likely to part with their personal details when the landing page is located within a Facebook page as compared to when it is on your website.
As an alternative to the Facebook landing page, you could use Facebook Messenger ads (discussed below) to engage cold traffic. Messenger ads allow users to send a message to advertisers clicking a Send Message button on the ad. Instead of being taken to a landing page or website, users engage in a one-on-one conversation with the advertiser that they can facilitate with a specially created Messenger chatbot. This means that rather than building an email list that you can use to communicate with your prospects off Facebook, you’ll be building a messenger list that you can use to communicate with your audience on Facebook.
Facebook Messenger Ads
Instead of asking for the sale right away, Messenger ads allow you to engage the prospect by inviting them to message you for a chat where you can answer questions, reassure users and overcome objections or barriers to purchase. And you can automate the entire process using chatbots.
The reason why Messenger ads are so powerful is that they enable real-time, collaborative conversations and allow you to position your product or service to the buyer’s specific problem. In addition, Facebook currently allows you to send broadcasts to your entire subscribers free of charge.
With over a billion people using Facebook Messenger and open rates of 80% open rates compared to 20-30% with email marketing, Messenger is much more effective at building relationships and generating sales through conversation selling.
If you need any more convincing about the effectiveness of being responsive to potential customers, Harvard Business Review conducted a study to see how a company’s response time to leads would impact their qualification rate. The study found that responding to a potential lead within five minutes of a customer reaching out to you will increase your odds of closing the deal by 400%. Furthermore, 73% of customers prefer talking to companies via live chat rather than email. And 56% of people would rather message you than call you for customer service.
And the results are speaking for themselves. It’s still early days, but Globe Telecom has already reduced calls to their hotline by 50% with the implementation of Messenger Ads.
The Facebook Pixel
The Facebook Pixel is a piece of code that enables your website to talk to Facebook ads manager. If you will be driving traffic to your site, setting up the Facebook pixel is critically important, and you need to do this before setting up your advertising campaign.
The Facebook pixel tracks visits to your website, engagement and conversions so that you can see how many people are converting into a lead, putting products into carts, viewing specific pages or actually buying stuff from your website.
It also helps you analyse the effectiveness of your advertising by understanding how people are interacting and engaging with your website so that you can effectively optimize your campaign and build targeted audiences. This data will also help the Facebook algorithm optimize your campaign for whatever conversion goal you choose.
For example, the pixel will feed through to the algorithm, the types of people that are converting based on their demorgraphics and interests. Once this is clear, the algorithm will understand who is most likely to click on your ads and will begin to show your ad to a similar group of people because those are the people that are most likely to convert on your specified goals.
Everyone with a website needs to use the Facebook pixel, whether you’re running Facebook ads or not. Its always a good idea to get the Facebook pixel installed on your website so that you can start gathering and collecting data so if you ever decide you want to launch a Facebook ads campaign, you’ll have a lot of useful data already.
It is the first thing you should do when you setup a campaign. It is added to the header of every single page of your website or throughout your landing pages or throughout your funnel. With the Facebook Pixel on your site, you can show specific ads to certain users, based on what they have done on your site.
It will also help you build custom audiences of people that look at specific pages or products so that you can retarget them based on the actions that they took. For example, if certain users looked at product x but didn’t buy, you can show them ads with coupons for product x to encourage them to convert on that product.
Conversions from your Facebook ad
Facebook can start tracking your campaigns and measure real world outcomes from your Facebook ad campaigns. For example, if you’ve setup a campaign to drive traffic to your website because you want people to sign up to an email list by downloading a PDF report, the pixel allows Facebook to find out how many people downloaded the report from the traffic you received from your Facebook ad.
This will enable Facebook to deliver your ads to more of the right people to get the conversions you want. Without the pixel, Facebook would be unable to optimize your ad for conversions. They can optimize your ads to get clicks to your website, but if they have no way of understanding which of those people are actually converting, then they cannot optimize for that.
With the Facebook pixel, you can set the outcome to be to optimize for conversions, and they’re going to focus on getting more people to download your PDF rather than simply getting people to visit your website. This is a massive benefit because it’s driving a more tangible business result.
Saved audiences are your core audience. They are a cold audience who have never had any exposure to your brand. They are an audience you build from scratch, and are based on demographics, behaviours, interests, etc. If you don’t have an email list of people to remarket to, this is where you’ll start from, and then build custom audiences later. At this point, your campaign objective would be traffic so that you can use the saved audiences to see what action each user would take on your site and then build a custom audience from them.
Installing the pixel on your site allows you to build audiences from people who converted, or from similar audiences to reach new people. For example, say you sent people to your website and they ended up converting, you can build an audience of those people who converted on your site goals and remarket to them or upsell to them with a product, and, using that audience who downloaded the report, you can build a lookalike audience using that source audience.
Custom audiences allow you to target people with whom you already have some sort of relationship or connection. It is much easier to get a conversion out of people that are familiar with your business, rather than targeting people that are cold and don’t know anything about you or what your business is about.
It is important to start building a custom audience from day one so that you can start getting results a lot quicker. Using the Facebook Pixel, you will be remarketing to people who have already engaged with you in some way. For instance, people who have visited your site, subscribed to your newsletter, engaged with your Facebook page, downloaded your app and engaged with it or viewed a video that you have put out on Facebook.
To illustrate the power of custom audiences, say you have an ecommerce site on which you sell the latest range of Beyonce tank top dresses. By embedding the Facebook pixel on pages of your online catalogue, you can target the collection on Facebook to Beyonce female fans in a particular country with interests in fashion and shopping who have visited your site.
You can then remarket to those fans who have viewed and put the products in their shopping cart without checking out with a time-sensitive coupon that will encourage those users to complete their purchase right away. You can also create custom audiences of people who visited specific pages of your site so that you can target them differently.
Lookalike audiences allow you to scale your marketing efforts extremely efficiently. A lookalike audience allows you to reach people who have a similar profile to your current customers. Basically, you want people who look like your ideal customers, who are the same age as your ideal customers, and live in the same location as your ideal customers. It is a way to extend the reach of our campaign to reach a very large audience of targeted users. This will give your campaign the highest likelihood of working from the get-go.
What Facebook actually does is to use a source audience such as a custom audience of website visitors to find similar people on Facebook. This makes it possible to turn a source audience of 10,000 prospective buyers into a highly targeted audience of over 100,000 users. Although it is possible to generate a lookalike audience of millions of users, you’ll generally want to keep your audience between 50,000 to 100,000 to keep your audience as tightly focused as possible.