Facebook’s Place Tips: A Valuable New Tool for Local Businesses

With the whole world going mobile, Facebook is making sure to keep up. Facebook has recently announced and started releasing Place Tips as a way for local businesses to better connect with their target audiences.

Place Tips can be a huge asset for local businesses looking to promote themselves, especially to nearby users. Place Tips are still in the early process of rolling out, only available to businesses with a Bluetooth Beacon and users with the latest version of an iPhone app, but it’s still worth investing time to set it up.

Here’s what they are, what they do, and how to use them…

Facebook’s Place Tips: What Are They?

Facebook's Place Tips
Image courtesy of Facebook.com

Facebook’s Place Tips are an optional feature businesses can utilize them to advertise their business. Users can opt in to use them, and it helps them connect and learn more about the locations and businesses that they visit.

Facebook will determine a users’ location using cellular networks, Wi-Fi, GPS, and Facebook Bluetooth Beacons (which they recommend and claim to be the most reliable, and businesses can receive to help target users most accurately with Place Tips).

Each users’ Place Tips will be different from the next; they can see the pictures, reviews, check-ins, and experiences their friends have posted about your business, for example. This makes each user’s Place Tips highly relevant and useful to them.

 

Facebook will also feature other information about a business in Place Tips, such as posts from the business’s Page, upcoming events, or specific features and information like business hours, featured products, and menus.

Businesses are able to write a unique welcome note to greet users on the business’s personalized Place Tip, giving them the ability to control the first thing the user will see about them. Facebook recommends using this to highlight something unique to your store, saying “A bookstore could use the welcome note to tell visitors where a book signing is happening in the store, while a popular deli may share menu items that famous people have ordered.” Facebook's Place Tips

Place Tips allow you to automatically alert customers to what’s happening with your business right now while they are right there. There is, perhaps, nothing more effective than reaching a relevant customer with great information while they are standing right inside your business. This makes Place Tips an incredible valuable tool for local businesses, and is one all local businesses should be taking advantage of.

The only users who will receive Place Tips on their phones are the ones who are allow Facebook to access their locations, and who are currently in your store. The also need to have the latest version of the iPhone app and have Bluetooth turned on. Facebook users can disable Place Tips if the choose.

How to Use Them

To use Place Tips for your business, you simply need a Facebook Bluetooth Beacon (this is the best way Facebook recommends as of now). To see how to set up your Bluetooth Beacon once you’ve received it, you can click here.

Facebook is releasing these Bluetooth beacons for free to some businesses in the US, and you can request to get one here.

Facebook's Place Tips

They are releasing them in limited quantities for now, but it can benefit your business if you can get ahold of one sooner rather than later—especially while they’re free.

Final Thoughts

With more and more users going mobile, all new tools to reach them are valuable and should be taken advantage of. Place tips can help highlight what you most want to advertise about your business to people who are interested in knowing. Especially for local businesses, this could have a huge impact.

 

What do you think of Facebook’s Place Tips? Do you think this could increase engagement or excitement with your business, on or off of Facebook? Share your thoughts and let us know!

Everything You Need to Know about Facebook’s Topic Data

Continuing with their consistent updates, Facebook has announced another great feature to help marketers and advertisers better understand and connect with their audiences (which is good for everyone, the audiences included). This new feature is called topic data, and it was announced in March.

The goal behind this new feature is to make marketing content more relevant for users and more effective for marketers.

What Is Facebook’s Topic Data?

Topic data is going to compile information for marketers about what audiences are saying about all kinds of topics. Marketers will be able to really see what audiences are saying on Facebook about events, brands, subjects, activities, and more. They will get this insight all while users’ personal information is kept private.

The examples Facebook provided regarding topic data include:

  • A business selling a hair de-frizzing product can see demographics on the people talking about humidity’s effects on their hair to better understand their target audience.
  • A fashion retailer can see the clothing items its target audience is talking about to decide which products to stock.
  • A brand can see how people are talking about their brand or industry to measure brand sentiment.

To do this, Facebook is partnering with DataSift, with the focus of turning “data into insights.”

What This Means

In creating topic data, Facebook is focusing on taking data that was previously only available in case studies and sample sizes (often too small to be truly accurate), and applying the idea to gather data from all of Facebook’s content. That’s a much larger (and often accurate) sample.

Facebook's topic data
Image from Facebook.com

 

This data was only available before from third parties, and it was often expensive for marketers to get their hands on. This isn’t the case anymore (or at least it won’t be soon).

As marketers, we will be able to utilize this information to hopefully create high-value, relevant content for our audiences, both on our Pages and on our Ads.

This information will be useful not only for marketing on Facebook, but for marketing off-Facebook as well. You’ll be able to take this information and apply it to other social media platforms as well as your entire marketing strategy overall.

Our Predictions

As of right now, Facebook’s topic data is only available to select Facebook marketers, like most of new features are when they first get rolled out. We don’t have any set time frame that the majority of Facebook marketers could expect to get access to it, only that Facebook’s plan is to “iterate on topic data thoughtfully and deliberately, and [is looking] to expand it and its availability at a later date.” Because of this, we only really have predictions about the affect it could have.

Until topic data is more fleshed out and developed (and, yes, available to us), we won’t know for sure, but I’m guessing it’s going to be a massive deal and it will be a heck of a lot of help to a lot of marketers.

While this won’t make up your entire targeting strategy for you, it can help you redefine or perfect it, and it will be able to help you create content for your ad that is most relevant to your target audience. Both of these things will only be good.

 

We’re excited to get our hands on topic data, but what do you think? How do you think it will affect both our content marketing and our Facebook Ads?

To see more about how to improve your ad content and strategies, you can find out more about our FB Ads Formula here.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

Put Your FanPages on Autopilot with FB Auto Post Pro

There is a lot of money that can be made with Facebook marketing on your Fan Pages. Like all other money-making endeavors, however, marketing on Facebook requires a lot of time, creativity, hard work, and often money to go into creating and scheduling high quality, monetized content that will lead to profits.

Fortunately, marketers have started to find a way to make the process less time consuming, much easier, and much cheaper. Incredible new software FB Auto Post Pro was created to improve and speed up this process, and we’re excited to say that it does.

What is FB Auto Post Pro?

FB Auto Post Pro is powerful new software that automates the content on your Facebook Page for you. It does automates the process of Facebook marketing in several ways.

The first is that it allows you to schedule when you want your content to be posted. You can create multiple lists of content and set them to a schedule all at once. This keeps you from having to remember to post a few times a day, and makes sure nothing slips between the cracks.

As for the content, you have a few options. You can generate and create the content yourself, as most advertisers currently do. You can also import content from your computer, say if someone else created it for you. You can also have FB Auto Post Pro utilize one of its best features, and have it find unique, monetized, viral, and relevant content for you to post.

fb auto post pro review

With FB Auto Post Pro’s incredible search engine, you can search for content that you can use to post to your Page. It just takes a few quick clicks, and you’ve got high value, monetized content that you can set to post on a schedule. The whole process of content creation, scheduling, and posting happens in the blink of an eye.

fb auto post pro

It takes ten minutes to set up the software, link it to your Facebook Page, and find content to post.

Why This Software Matters

We all know that there is a lot of potential for money to be made through Facebook marketing. This isn’t even counting Facebook Ads; we’re talking about the money-making potential of content you’re posting for free on your Fan Pages.

Successful Facebook marketing is all about that monetized, relevant, high quality content. FB Auto Post Pro now locates that content for you, so you have a system making money almost entirely on autopilot without needing you to put effort into it.

fb auto post pro

This is good for all businesses. Any time you’re crossing a task (especially a time consuming and potentially expensive one) off your list, that frees up more time for you to focus on the parts of your business that you really love (or more time with the family), and you can devote your efforts to making more money elsewhere.

Especially if you take part in any kind of affiliate marketing, this software can change your marketing approach. Can you imagine running multiple fanpages easily and without added effort, while still making a profit on each of them? Now you can.

How It Saves You Money

This statement is true for everyone: what saves you time saves you money. FB Auto Post Pro can save you both.

If you’re currently creating content yourself, you’re undoubtably spending a lot of time doing so. If you’re paying someone else to do it, that’s a lot of time and money. Paying someone to manage your Pages can cost anywhere from a few hundred dollars a month to a few thousand.

FB Auto Post Pro costs only a $47 one-time-fee. It saves you money while making you money. Win-win.

How You Can Sign Up

FB Auto Post Pro is compatible with both PCs and Macs, and works on most major internet browsers. It will be launching on April 6th, right around the corner.

In the future, FB Auto Post Pro will cost a monthly fee of $97 per month. Right now, as a pre-launch and opening special, there’s only monthly of $47, so you want to make sure you secure your place in our launch pricing quickly.

In addition to this low, one-time price, the purchase of FB Auto Post Pro also comes free with FB Pixel Pro (priced at $47) and Social Redirect Pro (priced at $67), both of which will only improve your Facebook marketing campaigns even further. You can also pay to upgrade to FB Auto Connect Pro.

If you’re not 100% satisfied with FB Auto Post Pro, you can get a hassle-free, no-questions-asked, full refund within 60 days of purchase.

To learn more and sign up for FB Auto Post Pro, you can get more information here.

 

Facebook Killing Fake Likes With a Passion

We, like almost every other marketing expert out there, have said for a long time that fake likes on Facebook doesn’t do any good for your campaign, and that it can in fact harm it.

Facebook is taking the issue seriously and has started killing fake likes like it’s their passion. We’ve seen reports of Pages having these fake likes slashed in great numbers, and it’s nice to see that Facebook is taking action on something they believe is hurting their system (which they continually do with updates to their algorithms and rules).

What Defines “Fake Likes”

There are a ton of sites online that offer the opportunity to buy likes essentially in bulk. You pay $50 and you get 5,000 likes, for example. To find these sites, all you have to do is Google them, and a ton will pop up in your search results.

The problem with buying fake likes is that they’re just that—fake. Most of the profiles aren’t even real people; they are computer-generated, and the profiles will never have any purpose or interaction on Facebook except to look pretty and like a whole bunch of Pages.

Even on the 1% change that these likes are actually real people, the like you’ve bought from them is still an empty, fake like. Their accounts were likely hacked in order to get that like. Even if they weren’t these people likely aren’t at all interested in your, your business, or your content, and they’ll never interact or read your content. All they are is a number on your page, but it’s one that ultimately hurts you, but we’ll get to that in a minute.

What Motivated Facebook to Kill Fake Likes

Despite the warnings and cautions of how bad fake likes can actually be for your Page, it seems that a lot of businesses either weren’t listening or weren’t paying attention.

Back in October of last year, Facebook admitted that it had a pretty big fake likes problem. And by pretty big, we mean huge.

Facebook has been working hard to make sure that the only likes on a businesses’ Page—and on a user’s profile—are relevant ones. They want the user to like the Page only if the content actually interests them and is something they want to see frequently (or at least occasionally) in their Newsfeeds.

Facebook also uses user engagement as one of the main factors in determining the quality of a Page. If your user engagement is comparatively low but your likes are crazy high, you’re looking at a reduction in priority for appearing in the Newsfeed. This can keep great Pages from having their content shown, and Facebook doesn’t want that either.

Facebook is killing fake likes by flagging and deleting accounts that have gone on a spree of liking Page after Page without much other interaction and activity on their profiles.

Fake likes can be difficult to detect, as there are “fake like” companies that actually pay real works to create accounts and manually make the likes, which makes it more difficult for Facebook to detect them. Having the system flag accounts with mass amounts of likes over a short period of time is how they’ll catch them.

Why Facebook Killing Fake Likes is Good

Facebook killing the fake likes will be a good thing overall, including for those Pages who have purchased the fake likes.

The biggest problem for fake likes is that it has a horrible effect on your Page, particularly in your reach.

Facebook uses an algorithm called EdgeRank that helps them decide and prioritize what content users most want to see.

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One of the most heavily weighed factors in EdgeRank is user engagement—the amount of user engagement on posts and content. If you have a ton of likes but little to no engagement, you’re ranking is going to drop. What this means is that even the users who do want to see your content are less likely to see it.

Let’s do the math. If you have 10,000 fake likes and 1,000 real ones, and your content is only being shown to 1,000 people, how much do you want to bet only a small portion of your real fans will see your content? Once your EdgeRank ranking drops, this number drops even more.

At the end of the day, having a ton of fake likes can end up dropping your rank, keeping the users who want to see and engage with your content from seeing it. Since one of the biggest advantages to having a Page is to show users free content in the form of posts, having a ton of free likes just to make your Page look popular was never worth the payoff.

It’s all about connecting most with the users that matter– Facebook targeting fake likes will help businesses do that.

The Potential Downside

This is good news overall and once everything settles down it will likely all be for the better (I would be astonished if it wasn’t), but I’ve already seen glimpses of a current problem with execution.

I’ve seen a few businesses and marketers that are claiming that due to their Pages genuine popularity, they garner a large to massive number of likes every week or month, and Facebook has slashed their numbers down to next to nothing compared to what it was.

Part of this may come as collateral damage. While these fake profiles are being fleshed out, they might have a mass spree of liking other Pages to make some of their paid likes to seem realistic. These Pages who never purchased likes—but ended up in the crosshairs—will see the effects of this issue.

If you see that this is happening to your Page and you haven’t purchased fake likes, the only thing to do as of now would be to contact Facebook directly and as why and try to get everything sorted out as soon as possible.

Conclusion

Overall, this is going to level the playing field, and hopefully too many Pages won’t get hit with the collateral damage of having real, actual likes be taken away or reduced mistakenly as a few marketers have claimed to have already experienced.

It will be good in the long run even the for the businesses who stubbornly insist on making their page seem “fuller” and more popular with a lot of likes, not realizing the detrimental effect buying likes actually has on Facebook.

To see more about how to be successful with Facebook Ads, make sure you take a look at our FB Ads Formula to increase ROIs.

FB Ads Formula; Facebook killing fake likes
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

What do you think of this news? Has your Page taken any accidental hits? Leave a comment and let us know!

Facebook’s New Publishing Features Combat Declining Reach

Facebook has one more change for 2014 it seems, and they’re ending the year by giving Page administrators an early Christmas gift with new features designed to make the post publishing process easier and more effective for businesses.

Facebook’s new publishing features are all things to be exciting about, as it will give Pages more influence over who among their followers see their posts and when they see them. With organic reach continuing to decline, these new features are exciting and can help us connect with our followers better than ever.

These features all rolled out mid-December, and we’ve been excited to see them in action.

Targeting Posts by Interests

Just as you can target users by interests in the Ad system, you can now target amongst users who have liked your page when you’re publishing regular posts on your Page.

Facebook's new publishing features
If you scroll down the targeting options near the bottom, you can target by interests.

Previously, targeting users by their interests was only a feature that came with Facebook Ads, and if you wanted to target users with a post, it had to be a promoted post run through the Ad system. The ability to target users by interest with your post is an exciting development that can help maximize the potential of your organic reach.

What It Means For Us

This is an incredible tool; it can, at least in theory, help us to make the most of our always-declining organic reach by ensuring that those most relevant even within our target audience see the posts most relevant to them. There are, after all, niches within a niche.

Facebook's new publishing features

For example, Ryan Shaw Marketing focuses most heavily on Facebook Ads; it is our niche. Within that niche, you have businesses who are focused on affiliate sales and marketing, and you have businesses who are only interested in expanding their client base. We have different blog posts and resources available for each of these types of clients, and getting to show our followers the content most relevant to them is fantastic.

With the new targeting feature, you can theoretically use targeting by interest to show the most relevant posts to the right users, making sure you’re getting the most out of your reach. If only 200 people are going to see your post, after all, you might as well make sure that the 200 who see it are most likely to be receptive to it. This will allow you to make the most out of your organic reach, declining or not.

Ability to Set Post End Date

Facebook now allows you not only to schedule when you want posts to go out, but also when you want them to stop showing up in the Newsfeed (this is different than having them disappear from your actual timeline). You can, for example, set your daily deals to no longer appear in users’ Newsfeeds after the day comes to an end. This prevents people from seeing out-of-date posts. Again, this change is about giving users the content most relevant to them, even if it’s keeping content relevant within a time span.

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In order to access this feature, you need to have enabled the Targeting and Privacy setting allowing you to do so. It is also only accessible, as of now, on desktop.

What It Means For Us

While this tool may not be quite as initially exciting as the ability to target users within your followers for posts, this feature has the potential to be really, really useful.

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By keeping your posts that appear in the Newsfeed relevant and not letting them show up out of date, you decrease your risk of having users not care about your content and having posts hidden for being irrelevant.

Smart Publishing

Facebook designed this feature after noticing how challenging it can be—especially for large publishers—to predict which stories will resonate well with their audience. Facebook’s new feature Smart Publishing is designed to help combat that and deliver content the users most want to see.

Smart Publishing will automatically share the most frequently shared link to your website in your followers’ Newsfeeds. These posts will not automatically appear on your Page’s timeline, but you can monitor how users respond to these links with a new tab in Insights that allows you to see the analytics, moderate comments and engagement, and choose if you want any of these posts to show up on your Page.

This feature is not yet widespread, and is only currently available to several large media organizations. Facebook is hoping to make it available to more users in the coming months, however, which is why we still list it here.

If you are able to use Smart Publishing and you decide you want to, you can opt in from the Page settings within the Publisher’s Tools section.

What It Means For Us

Smart Publishing allows you to sit back while Facebook finds your most shared (aka viral) links and posts them automatically for you so that more people can view it. It will be interesting to see how these automatic Facebook posts compare in reach to the ones we as businesses post on our Pages normally. If the Smart Publishing posts have a much bigger reach, I think that would be the biggest benefit aside from saving maybe a little time.

I don’t think businesses are at too much off a loss as of now if they don’t have access to Smart Publishing. You can already use a combination of Facebook’s Insights and Google Analytics to track down your most shared links (and the most popular links on your site) and repost them yourself, either with a regular post or through a promoted post.

While this isn’t the biggest announcement here as many of us may not be eligible to use Smart Publishing yet, Facebook is hoping to roll it out and make it more accessible. We can keep an eye on how this works for other businesses in the meantime.

Improvements in Tracking Traffic in Insights

We’re already familiar with Facebook’s Insights and the great analytics that it can give us. Facebook has made a lot of updates to their Domain Insights to really help fine tune demonstrating how Pages and social plugins actually drive traffic to the website.

Facebook's new publishing features
Image from Facebook.com

Facebook also added a “Top URL” section for Insights, which shows when other Pages and influencers share one of your posts. They’ve also added in more specific time tracking ranges, getting so detailed you can now few these statistics by the hour.

What It Means For Us

Any update to Insights that makes it more accurate and gives it the ability to provide us with more information is a welcome one. This is a change that may not affect everyone (we tend to get most of this information already either from Insights as it was or through Google Analytics), but all updates to improve the system and provide more detailed analysis than before is always a step in the right direction.

What We Think of Facebook’s New Publishing Features

Facebook has made a lot of changes this year, all of them focused on improving the Facebook experience for users, whether the changes benefitted marketers or regular users. In most cases these changes benefited both parties.

It’s exciting to see them continue to improve their platform for businesses, not only with improvements that add incentive to use their paid ad system, but also with improvements like these that seem come with no financial strings attached.

These new features will all help us to target our posts and deliver content to the most relevant audiences possible. That sounds pretty good to me, especially since that’s been our goal to begin with.

 

What do you think of Facebook’s new publishing features? Which one are you most excited about? Leave us a comment and let us know!

The Do’s and Don’ts of Facebook Ads

To help make the process easy, we’ve created our Facebook Ads Do’s and Don’ts.

When you’re learning the Facebook Ads system, it’s important to know what you should do and what you shouldn’t do. While the system is extremely complex with a lot of nuances, there is a clear list of do’s and don’ts when it comes to Facebook Ads. This list doesn’t cover everything, but these are do’s and don’ts that you should stick to 99.99% of the time.

Facebook Ads Do’s:

Research your target audience: Perhaps more than any other factor when it comes to Facebook Ads, targeting weighs heavily in success. Even with an otherwise perfect campaign, if you aren’t targeting the right people, you aren’t going to see any results. Before you even get started with the targeting options on Facebook Ads, you need to understand exactly who your audience is and how you want to approach targeting them.

Have an eye-catching image: An attention grabbing, eye-catching image is the key to grabbing your user. Users’ homepages on Facebook are filled to the brim with posts, images, videos, and other distractions from your ad.

Facebook Ads do's and don'ts
An example of an eye-catching image that evokes emotion and sells a product.

It’s your job to make sure your ad can cut through the clutter. Ideally, you want an image that will stand out against everything else, as well as representing your brand and product well. You can see our guide on how to create (or select) an eye-catching image here.

Have a Clear Call to Action: If you saw an ad that said “We teach you how to use Facebook Ads” or an ad that said “Sign up today for our $1 trial on our Facebook Ads Program!” which one would you choose? Likely the one that actually told you to do something and had a clear call to action.

 

facebook ads do's and don'ts
An example of a clear call to action is shown above….       Screen Shot 2014-12-04 at 2.43.59 PM            And an example of a nonexistent call to action is shown here.

Having a clear, concise call to action will help motivate users to take action, and implementing techniques like sales or other incentives can help speed along the process.

Set a Budget: It is entirely too easy to spend entirely too much money on Facebook Ads, especially on a not-so-great campaign. While the system is often an investment and can provide massive ROIs, you should never spend more than you can afford to. For some users, they can spend $1000 in three weeks. For others, they can only spend $10 a day. That’s fine.

Facebook Ads Do's and Don'ts

Make sure you set your budget according to what you can afford, and it’ll keep your progress with Facebook Ads running much smoother.

Monitor Your Campaigns: Monitoring your campaigns is how you’re able to determine whether or not your campaigns were successful overtime, and Facebook Ads Manager (and its conversion tracking tool) offers fantastic insight into ROIs and ad effectiveness.

Proofread: We’ve made the mistake of not proofreading once, and we will never do that again. Yikes. We did get a ton of user engagement, but about 90% of that was users telling us that our ad had an error, a lot of them in not-so-nice phrasing. Yep, talk about a cringe-inducing moment.

Facebook Ad errors
This is an ad that needed some serious proof reading. The copy is one long run on “sentence.” One section, for example, reads “40% off free shipping” without proper punctuation. How exactly can you get 40% of something free?

You run the risk of losing credibility and the sense of professionalism when your ad has misspellings, grammar errors, or, in our case, other miscellaneous errors. Proofreading will ensure you get the best, most effective copy you can to your clients.

Facebook Ads Don’ts:

Overwhelm Your Ad with Text: This is a big no-no. Not only does Facebook have a 20% rule that says text can’t take up more than—you guessed it—20% of your actual ad (not including the copy next to it), but if you have an entire paragraph to explain your offer, that’s too much.

Facebook Ads do's and don'ts
This ad and its text is short, sweet, and to the point.

Viewers won’t put the effort into reading that, and they don’t want to analyze complex concepts that may work in a longer ad. Save the details for the landing page or product page, and keep it clean, easy, and simple on the ad itself. You’ll get a lot more clicks from that.

Put Your Campaigns on Auto-Pilot and Forget Them: Monitoring your campaigns is so important. If one of your campaigns is costing you a lot of money and not providing results, you’ll want to nip that in the bud before it goes on for weeks. Even monitoring your successful campaigns is crucial so you can find out what’s working and ensure that the profitable ads stay that way (if, for example, they start getting shown to the same users who always click but never convert, it may be time to change it up).

Neglect Mobile Users: This goes for both your landing page and, most often, your actual Facebook Ad. More and more users are using mobile devices instead of their desktop. Choosing not to run your ads for mobile users therefore excludes a large portion of your potential audience, so make sure you run at least some of your campaigns with the mobile ad placement enabled. You also need to make sure your landing page, when applicable, is optimized for as many browsers and devices as possible.

Be Deceptive: This might be the biggest don’t on the list. This includes the bait and switch as well as downright lying to your viewers. Once you lose the trust of the users, even if unintentionally, not only will they never purchase from you again, they’ll probably go out of their way to make sure their friends don’t either.

You know that phrase “hell hath no fury like a woman scorned?” I’m pretty sure a more accurate version would be something along the lines of “hell hath no fury like an angry customer.”

Not only will deceptive ads (whether intentionally or on accident) get you angry users on your hands, you could possibly end up banned from Facebook for good. To avoid this, make sure your ad delivers on its promise (if you promise a percentage off, back it up) and that your ad directly relates to what you are actually trying to advertise.

 

To learn more about perfecting your Facebook Ads campaigns, find out more about our FB Ads Formula here.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

What do you think of our Facebook Ads do’s and don’ts list? Is there anything you would add to it? Leave us a comment and let us know!

Go-To Guide to Building Your Brand on Facebook


An increasing number of people are using Facebook and other social networking sites as a search engine in lieu of Google (though traditional search engines, especially Google, are still dominating). Your business needs a Facebook Page now more than ever.

It is now mandatory to have one, and more than that, you can—and should—use it for serious marketing efforts. While a lot of advertising that happens on Facebook involves the paid ad system, you can do a lot of marketing work for free just with content marketing and building your brand on Facebook.

Being able to build your brand on Facebook and gain exposure can take a while, but consistency and hard work pays off. You just have to follow these 8 steps, add in some creativity and dedication, and you’re good to go.

1. Stay Connected and Get Personal

Facebook allows you the opportunity to offer at least the illusion of transparency to your visitors. This makes a huge difference when building trust in your brand.

You have the opportunity to interact with users on a one-on-one basis (even if through a computer screen). You can answer questions, thank them for kind words, or apologize and offer a solution for an experience gone awry.

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This allows you to get closer to your customers, interacting with them in a place that is seemingly outside of your official business with the metaphorical walls down—even if you’ve got a marketing specialist running your Facebook site. Always make sure to thank customers for their time, no matter what their feedback may be.

Utilize Facebook’s unique filter of supposed transparency to help you get closer to your customers. Giving users a glimpse behind the scenes lets them feel like they’re part of your business with you and that they know you on a more personal level.

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 2. Get Users Interacting

Facebook is a social media site. It is designed for people to connect and stay connected on. It’s reassuring to see a long list of likes on your posts, but what you should really be shooting for is a cue of comments and posts from users. When users take the time to actually interact with you, it’s building rapport and cultivating your relationship with them.

Ask questions. They can be on topic— “Which of these products would you like to see us carry?”— or they can be off topic— “What are you and your family doing for the holidays?”

Build your brand on Facebook

The on-topic questions can help you get a good feel of what your target audience wants (without having to pay big money to do so), while the more off-topic posts can give that personal touch to your site.

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As a social media site, it doesn’t necessarily always have to be about business all the time. People love being asked their opinion and talking about themselves, so giving them a chance to do it is a big opportunity for user engagement. When users respond to these posts, they are giving you their time (even if it’s a few seconds), and they are building a closer relationship with your company, and you’re building your brand.

3. Have Great and Frequent Content, Including Videos

I know, I know, we’ve all heard it before. It’s more true than ever, however, so I’m not leaving the “have great content!” reminder out.

There’s a lot of Facebook useres that upload six random posts a day about trying the new flavor of sprite or complaining about bad drivers, but mediocre, typical content won’t cut it for businesses.

The content has to be original, and it has to have value, whether that is to serve a purpose to either entertain or inform.

Hard sells should be kept far away from Facebook, and trying to aggressively sell something to someone will often result in unlikes on your Page.

When it comes to Facebook, and social media sites in general, having relatively short, concise posts tend to fare better than lengthier ones.

Posts aren’t just about sharing a few sentences with the world, either. Sharing links to your blog posts can make a big difference towards establishing yourself as an expert in your field as well as boosting readers. This is something we use frequently in our own content marketing strategy, and it’s gotten us more followers on both our Facebook and our blog.

Visuals are good, too. In a long list of wordy posts, a picture or video can grab your users’ attention quickly. Upload pictures of new products, special events—like charity work—done with your company, or of relevant information if applicable.

Videos are now becoming increasingly popular. Sharing videos related to your field, or creating your own videos and posting them—or links to them—to your Facebook page can get more interest from users. Videos have been resulting in high levels of engagement with users on Facebook.

Share really good user-made content. Not only does it save you some work, it shows your appreciation for your customers as well as letting your customers know you’re actually reading and responding what they send to you.

4. Use Facebook Offers and Share Promotions

Facebook allows businesses to post offers, which are special discounts for customers only on Facebook. When someone claims the offer, they’ll receive an email that they can use with the actual company to get the discount or promotion. You can see more about Facebook Offers here.

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Not only is this an effective way to announce discounts and increase customer engagement, it often encourages the user to subscribe to your Page. The more people on your contact list, liking your posts and sharing your content with their list of friends, the better it is for you.

5. Research Facebook Ads

With an average of 802 million daily active users on Facebook (as of March 2014), it would seem like a given to use their ad system in order to maximize your reach towards those 802 million people . As Facebook itself says, “Over 1 billion people. We’ll help you reach the right ones.”

Facebook Ads allow you to target your ideal audience, based on location, age, gender, interests, workplace, language, and much more. A jewelry store might target not-yet-engaged couples in hopes of them coming to their store when it’s time to find an engagement ring. Using these incredibly specific targeting features, you can find your target audience extremely efficiently.

With Ads, you’re gaining exposure and spreading your reach, and these ads help you connect with new users and start building rapport and trust with them.

You can promote posts, special events, sales, apps, and new products in addition to your company’s site. When one user likes, shares, or comments on the ad, their friends may see it, making your ad even more powerful and potentially profitable. Sharing all of this could help build your brand, and expose new users to it successfully.

To find out more about Facebook Ads, you can find some of our resources talking about them here.

6. Post During Peak Times And Off-Peak Times

How frustrating would it be to upload a great post, link, or video, only to have it be drowned out in everyone’s newsfeed because you missed the peak hours? The “what” is easily the most important when it comes to Facebook, but that doesn’t mean that “when” can be ignored.

Posting during peak hours can mean that users are more likely to see your post when it’s brand new. It could gain more likes, comments, and shares, leading to building momentum and helping your post stay visible in the newsfeed. This is especially important since organic reach is rapidly declining, and it’s getting harder to make sure your content is appearing in front of a lot of users.

Posting your most important news during peak hours can help grab attention. Announcing new products or services at this time would be ideal. Posting off-peak times, on the other hand, can be a good thing as it will result in less competition and potentially more visibility for you.

A certain amount of your timing will depend on your audience. Peak audiences vary with certain demographics. You can see when your audience is online using Facebook’s Insights.

7. Don’t Forget the #Hashtags

Hashtags are everywhere, Facebook now included. Hashtags turn phrases or topics into actual clickable links in your post, helping others interested in the topic to find it. You can use hashtags to expand your reach to those interested in your topic, ending up in front of someone who your Facebook ad might have missed.

Not only can this make sharing easier, but it can also go cross platform. Instagram, Youtube, Facebook, and Twitter often overlap with content as it is; linking your marketing campaign where necessary can reduce time and effort on your part. Hashtags can also be used to encourage user interaction.

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You can make up whatever hashtags your heart so desires, as long as it’s all one combined word and not too complex. Technically you can make extremely complex hashtags, but they don’t often get a lot of traction, especially when compared to hashtags that are both short and easy to understand.

Researching your hashtag before you use it is also always a good idea.

When trying to post a sweet anecdote about your sibling and using the hashtag #Bigbrother, you could wind up in a discussion about the reality show Big Brother, hear about the big brother/big sister program, or hear about how the government is watching our every move. Research can prevent embarrassing misunderstandings, especially if you accidentally post an already used hashtag that isn’t consistent with your brand (or worse, openly opposes it).

Hashtags don’t have to follow every single post, and probably shouldn’t. However, using them sparingly where appropriate can help your campaign gain traction, especially cross platform.

8. Utilize Facebook’s Analytics System

When you have a page for your business on Facebook, you can take advantage of their free analytics system. Getting detailed information about who is seeing what? That kind of data can revolutionize your marketing campaign.

As Facebook says, it’s easier than ever to monitor what’s working and what’s not working with your page, helping you to best decide how to better connect with your audience.

Facebook’s analytics system is called Insights, which can be found at the top of your page, above your cover photo. It gives you a broad overview of the data, and offers tabs where you can evaluate your statistics on likes, your reach, visits to your page, engagement and viewership of your posts, and who the people are who are following you.Screen Shot 2014-10-25 at 4.57.54 PM

Using this information, you can eliminate tactics and content that isn’t working and increase content marketing strategies that are.

You can gain better insight on who to target and how to target them—maybe your Facebook ads campaign has shown to be hugely profitable, or maybe not. You can, more importantly as it relates to this post, evaluate what content you’re posting is being received well by your audience.

The content you post is what ultimately will build your brand, and monitoring engagement and posts will help you know whether or not you’re on the right track. This will help clue you in about how to improve your content, helping you shape your brand and best present it accordingly to your audience.

In the long run, Ads may bring people to your site, boost sales, and even engagement. But consistent, frequent, high quality content will help to build your brand on Facebook– and off of it– and turn those users into loyal fans and possibly even customers.

 

How Facebook’s Conversion Pixel Works : Everything You Need to Know

Facebook’s conversion tracking pixel is one of the most important tools you can utilize when you’re doing any kind of marketing using Facebook Ads. It makes sense that we have a lot of people asking us how Facebook’s conversion tracking pixel works.

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We’ve talked about Facebook’s conversion pixel a lot, including how to install it (which you can see here), but we’ve never gone into quite this much detail about how it works. So, we set out to compile everything you need to know about what the tracking pixel is and exactly how it works.

What Facebook’s Conversion Tracking Pixel Is

Facebook’s conversion tracking pixel is a piece of code—created specifically for you— that you can install on your website’s pages (it’s invisible to users, and only visible through your Facebook Ads manager). This pixel will track a visitor’s actions on your site when they come from a Facebook Ad, and let you know when conversions are made (hence the term conversion tracking pixel).

Instead of just knowing that a user clicked on your ad, you can actually track their actions for conversions. You can evaluate whether your ads were successful based on whatever conversions you seek, including views of a certain page, adds to cart, sales, leads, e-mail sign ups, or more.

how facebook's conversion tracking pixel works

This enables you to know how far along in the buying process your visitors get to. You can tell whether they view a product and click away, or if they add to a cart but don’t purchase.

Not only does this give you insight into your ad (maybe your targeting is close but not quite spot on), it gives you valuable insight into your site itself.

If you continually, over and over again, having users add to a cart but never purchase, you may be looking at an issue on your site. Maybe they need a nudge to complete that purchase, or maybe the checkout process is just too complicated. Maybe they don’t feel that your site looks credible or secure enough to put in their credit card number. Either way, if you’re noticing a trend in drop-offs at some point in the buying process, you can use that as a hint to start tracking down the problem.

This can also help you optimize your ads in the future. We’ve discussed this in an article about tracking ROI, and in another blog post here, where we talk about the most important tools to do so.

We consider Facebook’s conversion tracking pixel to be the single most important tool there is tracking your ROI and evaluating whether or not your ads are successful. Not only can you now determine whether they are successful, but you can determine to what extent they are, and how to make them more so.

How Facebook’s Conversion Pixel Works

This is the lesser known information: how Facebook’s conversion pixel works, in actuality.

The conversion tracking pixel is a snippet of JavaScript Code that you can install on the pages you want to track certain actions on. The code gets installed directly into the html code of those web pages. You create conversion tracking pixels for each type of conversion you want to track.

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For example, if you want to track checkouts that happen as a result of your ads, you would create a tracking pixel for checkouts and place it on the checkout confirmation page users see after completing their purchase.

You can do this for a variety of conversion actions you want to see taken. You could place a tracking pixel designed to track sign ups on the “Thanks for Subscribing!” page users see after subscribing to your newsletter, and you could place a pixel on key pages or products you want to have viewed. To get into some of the really technical stuff, you can view a Facebook help page here.

Whenever the pages with the code are loaded, the code bounces back to Facebook to let them know that a conversion has occurred. This is why creating multiple pixels is important—they track page loadings, not necessarily actions.
Using this information, Facebook is actually able to pair up the conversion event with those who viewed or clicked on the ad.

Facebook then compiles this information to help you evaluate success on your ad, make improvements for the future, and determine the ending ROI results of your particular ad campaign.

What This Means

Facebook’s conversion tracking pixel does a lot of work for you, and for free. It lets know whether or not your ads were actually effective, and if so, how effective they were.

This tracking pixel is the best and most accurate tool you can use to determine your fiscal ROI coming in from your ads. Everyone should be using it if they aren’t already.

Even if you have a hard time installing it (I know I struggle with even the basics of html), it’s worth it to get someone to do it for you, even if it means you hire someone to do so.

To learn more about how to get those conversions to track using Facebook Ads, you can sign up for our Facebook Ads Formula to boost ROIs.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

 

Have you installed the tracking pixels on your site? Has it helped you to increase the effectiveness of your ads? Leave us a comment and let us know!

4 Best Tools to Track ROI on Facebook Ads

It can be difficult to know whether or not your marketing campaigns are actually bringing in a profit.

Tracking ROI on Facebook Ads can be tricky—was it actually your ad that brought customers to your site or encouraged that purchase, or was it some other factor? Maybe they stumbled upon your site some other way.

It’s important that you know whether or not your campaigns are bringing in positive ROI, however. If you don’t, how will you know which campaigns are profitable, or whether the money you spend on Ads is an investment or a hole in your wallet? Some people are spending thousands of dollars per month—knowing whether or not that money is bringing in the results you want is crucial.

Tools to Track ROI Facebook

Fortunately, it’s gotten easier to track your ROI on Facebook Ads thanks to new tools to help you do so. To help you find these tools and start tracking your ROI more accurately than ever, we’ve compiled a list of 4 of the best tools to track your ROI on Facebook ads.

To see a brief video overview of the tools, you can watch the video below. Make sure to read the rest of the post for more thorough information.

 

4. KISSmetrics’ ROI Tracking Tool

KISSmetrics is a great online resource for marketers, so it’s no surprise they’ve released a great tool designed for tracking your ROI from campaigns on platforms such as Google Adwords, Linkedin Ads, and, you guessed it, Facebook Ads.

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Image from KISSmetrics.com

KISSmetrics doesn’t just track what happens after someone clicks on your ad and leave it at that—they take tracking conversions to the next level. They actually track customers who originated from a paid search, like your Facebook Ads, at any time after that.

Ever wondered about a customer who clicked an Ad to your site but didn’t purchase? KISSmetrics will actually track that customer long afterwards, and will let you know if they return to your site to make a purchase a month later. You can track the customers your ads bring you, determining which ads bring you the most long-term clients. They track not only conversions, but the value of your conversions.

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Image from KISSmetrics.com

You can track your ROI overtime using KISSmetrics tool, not just the one-time potential Ad conversion.

Especially with KISSmetrics measuring ROI across multiple platforms, you can utilize it to determine the most effective ads per platform, as well as the most effective platform for your ads.

KISSmetrics is currently offering a free trial on their tracking tools, so take advantage of it to see if it’s the right tool to help you track your ROI, even outside of Facebook Ads. Their conversion tracking tool can be found here.

3. Facebook’s Insights

We’re going to take a brief break from talking about purely financial ROI for a minute.

While ROI has traditionally always referred to financial return on investment—and primarily still does today—social media marketing has introduced us to what some experts are calling social ROI. This refers to the social results you’re seeing on your investment—likes on your Page, engagement, and shares.

Understanding the social ROI you’re getting is important, too, especially when you’re running Ad campaigns purely for likes and engagement on Facebook, instead of running campaigns selling a product outright. Social ROI is about building rapport, the slow and soft sell, and gaining you clients over time. To read more about social ROI, you can view this article here.

Yes, you get notifications when someone comments on a post, and you can see that engagement on your page. But noticing that it happens and actually being able to detect trends for a week—for example, a week where you’ve started running ads—is helpful to determine the overall success.

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Facebook’s Insights tells you everything you need to know about what happened in a week—new likes, engagement, and more. If you’re using Sponsored Posts, or if you’re boosting posts, you can evaluate engagement easily, comparing it to the engagement on the rest of your posts. In this way, you can see whether the social impact and engagement received (6 likes and 12 comments, for example) was worth, to you, what you paid (maybe $10).

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This allows you to see if you’re getting the type of results you want for what you’re paying. You have concrete answers about the social ROI you’re getting, and you can decide whether it’s worth what you’re paying.

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You can locate your Page’s Insights at the top of your Page.

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2. Google Analytics

Google Analytics, along with the rest of Google’s other tools, is incredible for a lot of reasons, and if you don’t have it installed on your main website and/or mobile apps yet, you should, immediately. Even outside tracking for ROI it’s incredibly helpful in tracking your traffic overall. We use it, and we love it.

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Google Analytics boasts giving you all the information about your customers, telling you where they came from, what pages they visit, and what actions were taken. They argue—and are correct—that this makes it easier to connect with new customers by learning what’s working already.

They combine all this information in easy-to-understand charts and reports to help you make sure your Ads are getting you the ROI you want.

To read more about measuring social media ROI utilizing Google Analytics, you can see this great article here.

1. Facebook’s Conversion Tracking Pixel

We mention Facebook’s conversion tracking pixel in a good number of our articles, and talk about it more detail in our recent blog post about how to track your ROI. This pixel is one of the best tools to utilize when you’re tracking your ROI on your Facebook Ad campaigns.

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Facebook’s conversion tracking pixel is easily the most effective way to track your ROI coming from Facebook Ads. It’s your most important tool, and it only makes sense that Facebook would come up with the most reliable method to track your ROI on their own ad system.

The conversion tracking pixel will track what actions users take after clicking on your Ad. Do you they get to your site or landing page and click away immediately? Do they click through your site before closing out? Maybe they add to a cart but don’t purchase, or sign up for a newsletter. The conversion tracking pixel is designed to let you know what actions are taken and to keep track of them.

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Facebook’s conversion tracking pixel is easy to create and install. You can also create pixels dedicated to tracking different actions, like adds to cart, views of a particular page, purchases, or lead generations.

To see more about setting up a conversion tracking pixel on Facebook, you can see our blog post here, and to learn more about how to create ads that convert, sign up for our Facebook Ads Formula.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

Conclusion

Tracking your ROI coming from your Facebook Ads is crucial to long term success and profitability with your Ads campaigns. These tools are all reliable to helping you track your results.

What tools have you used to track your ROI? Leave us a comment and let us know!

Facebook Image Dimensions

Can’t keep up with all the changes on Facebook? We wanted to help out, so we created a simple way for you to see the latest Facebook Image Dimensions by giving you this visual cheat sheet.

Whether it’s an image for an Ad, your profile page, or your fan page, these are the current up-to-date image dimensions on Facebook.

We will make sure to keep it updated as changes will occur in the future!

If you find this to be valuable, please let us know in the comments below so we can create more infographics in the future for you.

Please save and share this image or page!

Facebook Image Dimensions

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