Are You Prepared for Facebook Mobile Advertising?

Wednesday, 26 September 2018 Written by Published in Projects

 

Did you know Facebook shared in their Second Quarter report that they saw an average of 1.47 billion users per day in June 2018? Or that mobile advertising represented approximately 91% of their advertising revenue? So what does this mean for you… well, if you’re advertising on Facebook, you’re probably advertising to mobile users, and if that’s true, are you constructing advertising that performs well for the mobile user?

We’ve shared with you before key tactics like consistently using video and story-telling versus product placement when you post.  Are you translating those tips into your mobile advertising?  Does your product video hit-the-mark on being captivating and engaging?

Are you:

  • sharing users’ experiences or, better yet, user-generated content?
  • taking the time to record testimonials and share them in dynamic ways?
  • marketing yourself/your brand as a subject matter expert and providing solid solutions?
  • defining your brand as something unique and worth the effort?
  • talking to YOUR audience?  Casting too wide may yield less and cost more than you want.

Here are some tips to explore with Facebook mobile advertising:

  • Investigate Facebook’s Canvas (now Instant Experience) – it’s Facebook’s platform to create ads/promotions that function best for mobile.  It’s used in conjunction with Facebook Ads Manager.
  • Focus on the Value and Call-to-Action.  Be discerning in what you have to offer and be careful in how you drive your audience to engage with you.  If you choose “Get more messages”, do you have the manpower/hours to answer a barrage of emails or would it be more prudent to drive them to your website. Having a dialogue with your customers is always the best option, but if you’re overwhelmed it’s OK to rely on your website – it never sleeps and it doesn’t have to sit in rush hour traffic in the morning.
  • Facebook shared that it is not unusual that nearly every day a user will scroll through their feed a distance equal to OR GREATER than the height of the Statue of Liberty. That pretty lady is 305 feet tall.  That’s how far our thumbs slide over our phone screens. Every. Day. That’s a lot of content to digest.  Think about the ads that you actually recall, and analyze them for how they struck a cord – did the ads feature a sale? Mention your home town? Was it liked by a friend or colleague?  Picture? Video? Did you like the colors? This is a free exercise, and it may help inspire you to construct what you like and avoid what you don’t.
  • Another free exercise - when you see an ad that you like, try to view it on both desktop and mobile (sometimes it’s a boosted post while other times it’s a paid ad and you may not see it in both feeds).  If you get the chance, compare if the advertisement is successful in both places, and log why you think so. Screenshot it on your phone and desktop, and keep it in a file to share with your team to gain their opinions.
  • Install Facebook Pixels and review your account often.  Your demographics matter.  You may not have them down to a reasonable science yet but that will come over time and engagement.
  • Facebook mobile ads are similar to any other kind of marketing campaign.  Testing your message is the key to your campaign success. Have different verbiage, different calls-to-action, use photo vs video, humans with products vs product by itself, have sound vs no sound, and eventually you’ll find a formula that works well.
  • Pay attention to Facebook Insights and analyze your Insights.  The data is readily available, it’s free, and it’s intentionally there to help you be successful with your audience.  The same is true for Ads Reporting through your Ads Manager.

Have questions or need training creating or managing your mobile advertising?  Schedule a consultation or social media training with Leslie Laney.

Google’s Website Ranking – Are you FAST enough?

Wednesday, 26 September 2018 Written by Published in Projects

 

Last month, we discussed how important HTTPs are for your website. We covered how having a verified, secured website can impact your ranking on Google and on the warning messages that visitors may receive from their browsers if visiting a page that does not have an SSL.  Another important change announced with Google’s 2018 ranking factors focuses on a website’s speed when it loads on both desktop AND mobile.

Now, why does Google care you may wonder?  More than 50 percent of users access the web via their mobile device1.  If a page loads slowly, a visitor will become frustrated, back out to Google, and search again.  Google tracks that activity and assesses the rank of the site lower because users spent so little time there. Google wants satisfied customers and, in Google’s terms, satisfied customers find answers quickly because Google provided quality search results.

Google, of course, has the tools to analyze a site’s speed and mobile-friendliness based on site analysis alone, and we’ll share some of the tools developers use.  You can test your website’s mobile speed by visiting these two resources - https://testmysite.thinkwithgoogle.com/ (this will tell you your load speed, your estimated visitor loss, and how you compare in your industry) and https://developers.google.com/speed/pagespeed/insights/ (this site will tell you what is impacting your speed and gives tip on what’s working, what’s not, and gives a checklist on how to resolve some of your issues.)

If your site comes up as “poor” or “very slow”, you can talk to your web designer on the best ways to increase your speed and make your site more mobile-friendly.  Want to test whether your website is mobile-friendly?  Use this tool from Google’s Mobile Friendly Test.

Unsure of how to interpret the results, don’t have a web designer, or are you ready for a more dynamic site that is mobile-friendly?  Our team can help.  Contact us for a consultation today.

1 https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/

Are You Asking This Important Question?

Wednesday, 01 August 2018 Written by Published in Projects

how to determine your marketing budget

What is your annual marketing budget? No, that’s not the important question, the important question is this “How did you hear about us?”, and here’s why – unless you are quantifying your marketing efforts, you will never know what drives people to your business and where your marketing dollars are making an impact.

If someone orders a sales item that you’ve spent money to advertise on your social media, paid to update your website or had signs designed and printed for your windows, how do you know what caught their eye and created a sales success for your company unless you dig down and ask the question?

Does the question seem awkward to ask?  Practice it and after just a handful of people, it will be part of your natural rapport. Plus, it opens communication with your customers and you’ll get to know them better.  Customers remember where they feel appreciated and heard, and it can be a deciding factor in your getting repeat business.

Make this part of your entire staff’s training.  Create an easy-to-use, trackable system to record the data. Update the tracking system when you make a change.  When you make a change, pointedly ask the question to your patron, e.g. “did you see our ad on the website, too?”, “what did you think of our new sign outside?”, “did you use our app/read our newsletter?”  It’s ok to ask.  It’s ok to drill down.  It’s how you get feedback and it’s how you improve your company.

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