5 Ways to Generate Leads on Instagram

Do I Really Need Instagram?

Before we jump head first into generating leads on Instagram, let’s first talk about why Instagram matters.

“There’s already a ton of social media networks, why do we need one more?” – I hear this quite frequently. I’m sure you do as well or maybe have even said it. Heck, I may have said it a couple of times myself.

As someone who is approaching 30, I just don’t see the point in certain social media networks younger people are using like Snapchat. I used to think this way about Instagram as well.

You may have heard things about Instagram such as :

  • It’s only for the younger crowd
  • I just don’t have the time to look into it

By the end of this post, I hope to prove wrong the doubters and show you through data and examples, that not only is Instagram worth your time, it is 100% needed in your business / marketing efforts at the time of this writing into the future.


NEWS: Instagram just announced they are now allowing you to post 60 second videos. This is long enough for you to get out a full marketing message and get leads coming to you through your video marketing efforts.


Why Instagram Matters

Now, let’s take a look at some data at why Instagram is not just for the younger audiences, how your ads can work, and how it is absolutely worth your time.

Let’s first talk about the massive upsides of Instagram Marketing:

#1 : Brand Interaction – Instagram boasts the highest level of brand interaction out of every major social media platform such as Facebook, Twitter, and Google+ as seen in the image below. The 1.53% is Instagram there in the bold.

Instagram has a 10x+ higher rate of engagement and interaction than other social media platforms meaning your marketing efforts can go 10 times as far.

This alone should convince you to get more into Instagram Marketing for your business.

brandinteraction#2 : Wide Audience – Instagram is continuing to grow leaps and bounds among many different age groups. Not just under age 28. Let’s take a look at some recent data.

eMarketer-US-Instagram-User-Estimates-by-Age-2013-2019-Mar2015

5 Ways to Generate Leads on Instagram

1. Use Hashtags

This may be the most obvious way to generate leads on Instagram. You can post up to 30 hashtags per post, and the more you post and use hashtags, the more leads you will get simply.

If you use your limit on Hashtags (30), you should see 30 – 100 likes per post and a small amount of new followers. Not the greatest results, but its 100% FREE.

Here’s a list of the top Hashtags you can use for the most likes:

hashtags

Here’s some examples of my own Instagram Account:

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2. Post Daily (Twice Per Day)

Regularity is the key to any type of content or social media marketing. Instagram is no different. However, you can’t schedule content out right now, so its all manual unless you have special software like InstaMate. (Click for my full review – Coming Soon)

I suggest that you post first thing in the morning and around 5 pm. People are most active on their mobile phones before and after work. So before 9 am and after 5 pm. That’s a fact. So, post according to your main audience. For me, its usually 8 am EST and 5 pm EST since most of my audience is in the US and Canada and most of them are in EST.

3. Post Content That Makes Sense

All of your Instagram posts should flow like a timeline or a story. You shouldn’t have random things next to each other. Don’t put a picture of your dog next to a quote of Steve Jobs. Make it a story that people can follow who are new to seeing your profile.

Post content that makes sense for the time of year and the day. People will only spend a second as they glance at your posts, so make it relate to world events, trending stories, and what your target audience is interested in. Look to get ahead of trends and look for posts that can create viral growth that people will share.

4. Networking & Partnering

Its important to be active and connect with like-minded people, prospects, and customers. You can tag them in posts, message them, like and follow their profiles, and have real conversations. 

You can find great partners who will be willing to promote your profile for you. You just have to ask. Usually it goes both ways. You promote theirs as well.  You can also find profiles with tons of followers that are willing to sell you a post on their profile to drive thousands of new views to your profile. Use other people’s followers to your advantage! This may be the fastest way to grow especially if you are doing this frequently.

5. Promote a Contest / Giveaway

Since Instagram has the highest engagement, it naturally is the best place to run a contest or giveaway of your product or service or perhaps something else… like a NEW CAR! Just kidding, Oprah did that one already. (And it worked wonders for her brand with tons of free publicity.)

I recommend doing this once you built up enough followers to make it really work otherwise, you may waste your time. You don’t even need any special software or anything, just post your contest, tell them what they need to do to apply to win (such as tag 5 friends or start a hashtag trend or promote your profile on theirs, etc.) Then, you run that until you feel ready to give away the prize perhaps in a couple days or a week’s time. This should create a huge influx of new followers and excitement. Plus, your engagement of your followers will likely increase 10x at least for that week and even longer if you have great content to share and excited followers.

Watch My Full Video Insights

Recommended Tools for Instagram Marketing

Web Software:

Instamate – Create, Post, Schedule Your Instagram Accounts

Mobile Apps:

WordSwag – Create Quotes, Watermarks, and Post
Repost – Repost other Instagram Posts (Like a retweet)

Check out our full review of Instamate here:

Get Involved

Share with me your Instagram account and your results in the comments below and make sure to follow us at our Instagram : @RyanShaw.Me

7 Tips to Market Your Brand on Instagram

Instagram, like Pinterest, is relatively new to the social media world, but it’s proven itself to be a great resource for marketers. Instagram even surpassed Twitter in the number of active users, despite the fact that Twitter is significantly older.

Considering Instagram is owned by Facebook, this probably won’t come as much as a surprise. Since it’s also owned by Facebook, Instagram is powerful not only on it’s own, but when used in conjunction with Facebook, too.

That being said, this post focuses solely how to market your brand on Instagram, which is a different entity than marketing purely on Facebook. For beginners and experts alike, these 7 tips to build and market your brand on Instagram can help your followers and momentum take off.

1. Make Good Use of the Hashtag

market your brand on Instagram
Olive Garden created the hashtag “BreadNation” to create hype and promote their food truck.

While hashtag usage hasn’t really taken off on Facebook (and note: hashtags should be used sparingly at the most on Facebook), it’s a major component of Instagram for both marketers and casual users.

Hashtags on Instagram, like on Twitter, can be not only catchy, but also crucial to helping your images be in front of potential followers interested in what you’re discussing. It’s a great way to jump in on a hot topic or connect with new members of your target audience. And just like on Twitter, a catchy or clever hashtag can draw attention fast.

Branding your business with its own unique hashtag takes this one step further, encouraging users to post their own images and generating conversations centered around your brand and putting it in the focus of their followers, too. It’s actually possible, when done well and with enough momentum, to build an entire community around a single unique hashtag. Talk about building a brand, that’s an efficient way to do it; slap a hashtag on it to tell your users what your brand is all about.

2. Be Part of Your Community

Even if your business is relatively new and doesn’t have a lot of extra funds to donate, small acts of giving back to your community can make a huge difference. Whether it’s time, money, or effort, showing that you’re part of your community and that you care about it is a great strategy to market your brand on Instagram.

An example of how valuable this is: I chose my hair salon because I saw how involved with the community they were (though I admittedly saw this on Facebook, since Instagram wasn’t around then). They raise money through used-purse actions for breast cancer, for example, and attend multiple city and community events. That mattered to me.

A lot of businesses take part in community events or raise money for charities, even if they are just a drop-off point for charities (like toys for tots or Thanksgiving food drives). Snap a picture of your involvement and post it to your Instagram; your followers will take notice.

3. Take Followers Behind the Scenes

Instagram is one of the more casual social media platforms, making it the perfect place to present behind the scenes pictures of what’s really going on in your business.

market your business on Instagram
Lush Cosmetics takes followers behind the scenes, showing a team member researching new and better products.

Taking followers behind the scenes through your images can increase their trust in your brand, give them an idea about exactly what your brand is, and increase their overall loyalty to your brand. It helps followers feel like they know you, and that’s gold.

Add a truly personal touch to your marketing on Instagram, showing followers what really makes your brand you.

4. Be Unique

Easier said than done, right?

I once saw an Instagram account that launched a brand to success. In this instance, a jeweler marketed her business by taking pictures of her dogs wearing her jewelry (I wish I could find this particular account again, because it was both smart and adorable). Aside from the fact that the jewelry was beautiful, clever and unique marketing made her business stand out while building her brand. This is a great example of why being unique matters.

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Panera has several images all in a row of adorable kids with their products. The images are all eye catching and unique, and they feature unique images instead of just their food.

Thirteen year olds with an iphone have mastered the ability to create and edit high quality photos (and are admittedly much better at it than I am personally); attractive, high quality photos aren’t all that you need anymore, because if that’s all you’ve got, it just won’t cut it. You need images that are also eye catching and unique to stand out.

Think a dog wearing jewelry and you’re off to a good start.

5. Follow Your Followers

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Remember the above #PaneraDate? Panera featured an image a user shared with that hashtag on their own Instagram.

This is a really simple tip that doesn’t require a lot of explanation.

People like feeling like they matter, and they’ll pay attention to a brand that pays attention to them.

When someone follows you, follow them back if you have the ability to (some users are private, but it never hurts to request to follow them). That being said, avoid “hearting” their really personal pictures unless you have a very personal connection with them; heart their pictures if it makes sense given the context of your relationship with them.

Even if you don’t follow them directly, follow their actions as much as possible. If they use your brand’s hashtag, consider sharing it, either on Facebook or Instagram. Show that you appreciate the engagement, and respond to comments on your own images.

Follow your followers, even if you can only follow some of their actions. It will pay off when you’re beginning to build and market your brand on Instagram.

 

6. Link To Your Site Off-Instagram

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Instagram is great for building your brand, but part of marketing your brand is getting them off Instagram and to your actual business, too. On your Instagram profile, you should have a link to your main site and/or your Facebook in your profile.

In the descriptions of each image, there’s plenty of room for a description, a hashtag, and a call to action that sends them off Instagram to a specific page. You can aim to send them to a product page, to your Facebook, to your main website, to a blog post, anything. If you have a call to action, you can encourage they visit another site.

Not every post has to have a call to action, but when applicable, you should take advantage of the chance to stick a call to action in your description to send users off Instagram and potentially even get some conversions in the process.

7. Don’t Spam Your Followers

Facebook has come up with advanced algorithms to make sure that only a small percentage of your posts reach your target audience. As frustrating as this can be for businesses and Page Admins trying to market this way, in some ways it’s good—it keeps our content, as marketers, from spamming users so much they stop following us entirely.

Instagram does not have these advanced algorithms in place (at least not yet; they also get pictures individually posted, as there are no albums. Keep this in mind, making sure to space out your pictures, and to not completely overwhelm your follower’s feeds, especially considering that Instagram’s feed tends to be slower than the feeds like Twitter’s and Facebook’s.

Final Thoughts

Instagram is a big force in the social media marketing world, and it offers the chance for your brand to be a lot more casual and “transparent” with users. It also gives you the opportunity to present users with great visuals and imagery that will help stay in the front of their memory, especially considering no pesky algorithms will filter your content out.

Instagram, perhaps more than even any other social media platform, should keep the focus on who your business is behind closed doors and what it represents, much more than being about what your product is.

Do you have an Instagram account for your business yet? What marketing strategies have you found useful? Have you seen increases on Facebook thanks to Instagram? Leave a comment and let us know!

For those interested in marketing in other platforms, we also have posts on how to promote your Facebook Page and how to promote your business on Pinterest.

 

What You Can Learn from Twitter’s Audience Insights

Twitter has taken another note from Facebook, mimicking Facebook’s Audience Insights and releasing their own.

Twitter’s Audience Insights is just as valuable as Facebook’s, and provides a lot of great information about how makes up your audience and how to best connect with them.

At the moment, we don’t really recommend Twitter Ads in general (depending on your specific audience and niche, this can be different for you) due to high costs.

That being said, using Twitter itself as a free marketing platform is a great way to promote and build your brand and your business (they’ve even made more changes to help with this), connecting with new audience members. Twitter’s Audience Insights can help you do just that.

How to Access Twitter’s Audience Insights

To access Twitter’s Audience Insights, you’ll click on your picture in the top right corner. This will open a drop-down menu, and you’ll click on “Analytics.”

twitter's audience insights

Once in the analytics section, you’ll click on “Followers,” which can be found in the top left corner of the Page.

twitter's audience insightsThis takes you directly to your Audience Insights page, and you can choose to view Twitter’s Audience, your audience, or a comparison of the two.

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What Twitter’s Audience Insights Tells You

Twitter’s Audience Insights can tell you a lot.

They break down the your audience into different categories, showing you what percentage of your audience fits into which category. They do this using information they glean from users’ onsite usage, as well as off-site information provided by third party company Datalogix.

The overview at the top of the page will tell you what their most common interest is, what type of lifestyle they follow, what type of buying style is most common, and their most commonly used wireless carrier.

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On the rest of the page, Twitter gives you the information about various statistics on your audience, including:

  • Interests: Twitter will show you the most common interests shared by your followers, and what percentage of your followers are categorized into having those interests.

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  • Occupation: Twitter shows you what percentages of your audience fits into different categories of occupations and types of jobs.

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  • Consumer buying style: This seemingly erratic category breaks down users into how they purchase, having everything from “value conscious” to “vegetarian.” Will all of these be relevant to every business? Of course not. But knowing if your customers are “value conscious” or prioritize “premium brands” can be good intel.

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  • Wireless carrier: Self-explanatory, this graph will show you what percentage of your audience uses what wireless carriers.
  • Household income: This section shows how much your average audience member fits into a household income category.

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  • Net Worth: Again, self-explanatory, this category shows you which net worth categories your different audience members fit into.

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  • Marital Status: Not as detailed as Facebook’s relationship statistics, this just shows what percentage of your audience is married, and what percentage is not.
  • Education: This shows the highest level of education completed, and what percentages of your audience have graduated from different levels of school.

How You Can Use Twitter’s Audience Insights

Just like with Facebook’s Audience Insights, this information can tell you a lot.

Sometimes the people you think will be your target audience aren’t really the ones who make up the audience that you actually have.

This can tell you two things—one is that you may somehow have missed your target audience and aren’t appealing to them. The other thing it can tell you is how to create content that is more geared to the audience you currently have.

You can adjust your marketing campaigns accordingly. For example, if you find that your audience prioritizes value and tends to be thriftier than what you previously thought, you can focus more on marketing strategies to take advantage of this information. For example, you can host contests with freebies, or advertise sales.

Similarly, if you find that a large portion of your audience has an interest in common that doesn’t directly relate to you, you can still use this interest to create engaging content. For example, if you see that a large percentage of your users like comedy, you can share more humorous content on your profile, and make sure to incorporate more humor into the content you create off of Twitter, too.

Final Thoughts

Twitter’s Audience Insights is a great tool, and it’s a good thing they’ve taken another note from Facebook to create it. I also want to note that their other analytics tools can be useful summaries, but their Audience Insights in my opinion is one of the strongest analytics tools that they offer.

To see more about different advertising options with Twitter, you can learn about Twitter’s Website Cards and how Twitter Ads compare to Facebook Ads.

Are you using Twitter’s Audience Insights? Has it helped you learn anything about how to better connect with your audience? Share your thoughts in a comment below!

How to Get a Free Coupon for Facebook Ads

Facebook Ads can get expensive pretty quickly. There’s no secret about that. And with organic reach continuing to decline with the most recent algorithm update to the Newsfeed, there’s a good chance that that bidding prices may increase as more marketers start using the system.

Even though Facebook Ads is expensive, there are plenty of ways to decrease the overall cost. One if these methods is by focusing on the new relevance scores.  Another is by finding and taking advantage of coupons and credits for Facebook Ads.

How To Get a Free Coupon for Facebook Ads

Believe it or not, there are multiple ways you can get free coupons for Facebook Ads (and you can take advantage of them all!). You can get them by:

Purchasing a hosting package from GoDaddy: Technically this one isn’t really free, but it still comes at a discount. If you purchase a three month WordPress hosting package from GoDaddy (which costs $12), then you get a $50 Facebook coupon in return. Even if you don’t necessarily need the hosting site but you know that you’ll use Facebook Ads, you’re getting $50 of advertising for only $12. A worthwhile investment.

To find out more, you can click here, where they are also offering Google Adwords and Yahoo search credits. Depending on what promotion they’re offering (and it does change), they may only have Facebook Ads credits or Google Adwords credits or Yahoo search credits, but it’s always worth taking a look at.

Finding a reseller of coupons from a Fiverr promotion: The Fiverr promotion is now over, but there are still plenty of people selling their unused coupons that they don’t want. They’re often selling them for cheap, for around $5-$15. Just as there are coupons from Fiverr floating around, there are coupons from other promotions that may be out there, too. Just be careful where you get them from, but they’re worth looking for if you’re interested.

Signing up for Facebook Go: Facebook Go is a great new tool Facebook recently released that allows marketers who spend a certain amount to get personal help from a trained Facebook Ads expert.

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In addition to the benefits of taking advantage of this awesome opportunity (helping to get the most out of the money you do spend), when you go through the Facebook Go program, you’ll get a $50 ad coupon. You can sign up for Facebook Go here.

Getting credit from Bing/Yahoo!: This doesn’t get you a Facebook Ads credit but it gives you a Bing search engine credit, so I thought I’d throw it in our list and give it a mention for anyone interested. If you want to request your coupon to get started (which I’m guessing is largely there to get people to use Bing Ads instead of Adwords), you can click here.

While these are the current ways (that we know about) to get free credits and coupons for Facebook Ads, there are always new promotions cropping up—including those from Facebook itself. If you keep your eye out, they’re not hard to find, and often very easy to take advantage of.

Keep in mind that there are plenty of places that promise $50 or $100 in Facebook credits for only a small fee. A lot of these are spam, junk, and/or a rip-off. Just because you find something that seems like a great deal doesn’t mean that it is. It is the internet, after all, and we all know how that goes.

How To Get The Most Out of It

Some people look at free Facebook Ads credits as a chance to run campaigns that don’t have to be successful, since it is, after all, free money. But if you have $50 that you can use for free advertising, wouldn’t you rather get the absolute most out of it that you can? I know I would.

Getting the most out of your Ads campaigns can certainly be challenging, as the system is complex. That’s why we’ve got our Beginner’s Guide and our popular and highly-praised FB Ads Formula. If you haven’t gone through either program (and the beginner’s guide is completely free!), make sure you do, as both are great resources that help to increase ROI quickly.

If you really want to make the most out of every penny you spend on Facebook Ads (including the money you don’t get from free Facebook Ads coupons), you can sign up for FB Client Machine.

FB Client Machine, as mentioned above, not only comes with a free facebook ads coupon, but it teaches you how to get the most out of your money. It comes with the promise of teaching you how to get businesses calling you for only $5 spent on Facebook Ads. Multiply the amount spent by 20 and you’ll have your phone ringing off the hook. This is still a new product that hasn’t launched yet but it’s one Ryan is contributing to and working hard on. We’ll give you all the new information as soon as it’s available.

Have you redeemed or acquired your free coupon for Facebook Ads yet? Do you know of any other ways to get free coupons for Facebook Ads? Let us know!

To make the most out of the money you save on Facebook Ads, make sure you learn about maximizing ROI with our FB Ads Formula.

Social Media Platforms All Businesses Should Start With

We’re long past the days of having a only few sites to register on; you now have Facebook and Twitter; Google + and Instagram; Reddit, Tumblr, Pintrest, LinkedIn, YouTube, and so many more.

See if that doesn’t make your head spin.

social media platforms to get started with

What often ends up happening is new businesses—or businesses new to Facebook—try to sign up on every social media platform known to man, not wanting to miss out, only to be spread so thin that none of their pages on any of the networks take off.

Even just getting likes on only your Facebook Page takes a lot of time and effort; imagine trying to replicate this same effort on eight or more social media sites. For this reason it’s best to start with just a few of the most necessary and helpful sites. Once you’re established on those you can work your way up to becoming a social media marketing maverick.

As time goes on, and as you become established on each site, you can start to add more to the mix, but starting with just a few sites will help you to get the hang of social media marketing, build your audience, and give each platform the attention it needs while you’re cultivating your page, audience, and content.

What social media sites you want to get started on can vary—while some, like Facebook, are good for everyone, some can depend based on your field of work.

1. Facebook—Everyone

This goes without saying. If you have a business, it is as good as mandatory that you have to have a Facebook Page to go with it. Facebook is the most popular social media platform, is used by all age groups and almost all demographics, and is perhaps the most frequently used social media site (though this can change month to month).

social media platforms for business

Did you know that more and more people are using Facebook’s search engine to look up businesses instead of using search engines like Google? While the majority of internet traffic is still dictated by search engines, a lot of Facebook users try to look up businesses on Facebook. Users love the “inside look” and transparency Facebook at least gives the illusion of offering.

You can use Facebook as an easy, free way to connect with your audience and build a rapport with them. You don’t have to pay any marketing expenses (unless you’re using Facebook Ads), and your name and whatever you want to share with your target audience—who has chosen to like your Page—will appear on their Newsfeed in the same place they get updates from their friends.

You can promote products, sales, and your brand name on Facebook. Every business should have a Facebook Page, regardless of what field of work you’re in. To see how to create the ultimate Facebook Page you can see our post here.

Bonus: once you’re on Facebook with a Page, you can start running Facebook Ads, which can be an extremely profitable and effective method of marketing. You can learn how to navigate Facebook Ads in our FB Ads Formula.

No matter what, start with Facebook and link all other social media sites back to it.

2. Twitter—Everyone

Twitter is a good place to put out a lot of information quickly, and like Facebook, everyone and their mothers have a Twitter. Twitter has the potential to help your content get a lot of shares and retweets, giving Twitter at a top spot as the place to go when you want to go viral.

social media platforms for businesses

Again, so many people have Twitter, and it’s a great way to stay up to date with what’s going on in your industry just like it’s a great way to promote your individual business. You can connect with peers and customers alike, all for free.

A Twitter profile for your business should be the second thing you tackle—right after Facebook—when getting started on social media.

3. Pinterest—Those with Products

Pinterest can help people interested in your products (which can include informative-based or free products like blog posts) find them easily. When you pin something, it appears in the designated category, with the focus on the product and not on who pinned it. This makes it easier to promote your products, and if people choose to follow you, great, but if not, a relevant audience is seeing your product either way.

social media platforms to get started with
I know, the food again. But I’ve started following multiple blogs thanks to discovering them on Pinterest.

 

Pinterest is ideal as it promotes and focuses on social sharing. That’s the whole idea behind the site—users sharing things relevant to them, where users can save anything relevant to them no matter who posted it.

Pinterest can be a great tool, and is emerging as a marketing tool that’s being used more and more. If you have a use for it, once you tackle Facebook and Twitter, get on and start pinning.

4. LinkedIn—Those Connecting with Industry Peers

Needing a LinkedIn is particularly true for “white-collar” industries, though it’s applicable to almost all fields of work. LinkedIn helps to connect you with like-minded peers in your industry. Depending on your business, you can sometimes seek out new employees or contractors.

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Most importantly, you can connect and even promote your business through LinkedIn’s groups. If you’ve got any kind of blog, LinkedIn is a great way to promote it. We’ve recently started using LinkedIn to share blog posts as part of our marketing strategy with good results.

I don’t think there needs to be any real rush to sign up on LinkedIn; this should happen after you’ve built a following on Facebook and Twitter, and can be used to send traffic back to both of sites.

What Sites Have Worked Best for You? 

While Facebook and Twitter are the most important social media sites all businesses should get started on, Pinterest and LinkedIn are the most common best steps to take next. These do, however, vary depending on your industry—YouTube is also important (we use it more than Pinterest), and some businesses thrive thanks to marketing efforts on Reddit (which doesn’t make this list just because it can take so long build up).

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What social media platforms have been most important for your business? Which sites do you think it’s most important for businesses to get started on? Leave a comment and share your wealth of knowledge!

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.

 

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.

Tools to Track ROI Facebook Ads
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!