By now, you’ve noticed changes to your Facebook feed. You’ve been scrolling down through the feed, noticing fewer cat videos and business messages. Hell, it’s entirely possible that some of those people who have liked our page won’t see the post highlighting this blog article.
What you probably have seen are two things. The first is more posts from people you likely haven’t heard from in awhile and the second is more sponsored posts.
That’s okay though. It’s not the end of the of the world, only a new nuance; a nuance that you need to embrace. Not in the spammy way you find most of those posts, but in a targeted strategy, focusing on the specific audience that you wish to speak to. But who is that audience?
So far, my own feed has been filled with ads targeting businesses looking to expand their marketing. Most have been close, but not quite right, like they were looking through a murky glass when they targeted me. So what could have made their message or ad more to the point?
Here are six audiences you can target with your Facebook ads.
- 1. Everyone
- It isn’t the greatest option to open your net so wide, but some businesses can benefit. Your best play however is to focus your message to a targeted audience. You can choose to adjust by demographics and general likes such as cooking, cats, or cars.
- 2. An existing audience
- You can choose to boost your post to your current audience in an attempt to get your message out to the people who have already liked your page, but haven’t interacted in awhile. This method works for new offerings or if you want to convert your audience to an email list. Offer them something in return for their email; a free giveaway or coupon.
- 3. A mirror audience
- A mirror audience looks just like your audience, but in a different geographic region or simply those who haven’t liked you before.
- 4. Those you have touched on Facebook
- Have you interacted with them before? You can target people who have liked your posts or navigated to a certain section of your Facebook business page over a specific period. This means you can continue a conversation you were having with them in a previous ad or post.
- 5. A list you create
- If you have a list of emails then you can market towards them. Because your audience may not have used those email addresses for their Facebook logins however, you may not have a significant success rate.
- 6. Those you have touched on your website
- With a pixel, you can trace those specific people who have navigated to your website. You can hone your message to people who went to certain pages like your sales page or to those who didn’t navigate to other pages like your shopping cart. You can entice those who almost purchased to finish, or to those who did buy, to buy again.
Each of these audiences can be further parsed so you can separate them into any number of sub-audiences. Then, by using targeted ads, you can get your message in front of the right people. You can do this with a standard post which you boost or you can create an ad designed to urge them to buy. The type of medium you use will affect the audience you wish to pursue however. That’s because each audience subset will be in different positions down the funnel, or rather, they may be closer to the purchase decision.
You need to use both ads and boosted posts in concert to bring your message to different audiences. Once you have a system in place, you work towards the goals you have set of increasing awareness or increasing profits.
Do you ever get the impression that you’re stage isn’t large enough? That you’re telling great stories and your educational pieces are spot on, but no one is listening?
Finding an audience is difficult work. Businesses spend thousands of dollars on advertising to get to their perfect client. It can be frustrating watching the ad spend tic along if you aren’t connecting to the people you want.
Our advice is always to audit your funnel to see where the conversation is breaking down, at the top where they see your ad or at the bottom as they’re about to hit the submit button.
Social media has become a way for people to test out your knowledge however. You can post different types of information, but you can also try something new.
Groups offer a new take on the helping hand theory. With a group, you establish a venue for like-minded individuals to help each other. They ask open ended questions that someone else in the group can answer.
But how does a business take advantage? You can’t use the group to advertise, but there are ways to show your authority and turn the conversation in your favour.
How a business can use a Facebook Group
As an expert in the field, you can offer your advice to people. You don’t need to answer every question, only enough to show your authority. If you are an accountant, you can set up a group for businesses to work on accounting issues. If you own a pet food store, you can set up a pet lover’s group.
Yes, you may have a business page, but sometimes your audience may not want to engage the same way. A group allows them to have open discussions without it feeling like you are watching, even though you may be. A Facebook group may even educate you on how you can market to your audience. A particular issue that comes up may be worth blogging about or marketing towards with your ads.
Not the way you’re thinking. Sometimes you may find that someone else is answering a lot of questions in the group. If you like what they have to say, why not invite them to see whether they would be a good fit for your business? A great employee always brings their own potential clients with them and if you find someone who already has the raw talent you need then you have less to invest in.
4. Added value.
Sometimes, it isn’t about what happens before they come to you, but after. You can set up a Facebook group for your existing clients so they can discuss how they use your products or services in novel ways. This can also be a way for you to show them how to properly use your services properly if they are mistaken. You can use it as an FAQ.
Facebook groups allow you to change the way you communicate with your clients. You can set the group up for exclusivity so only they get the information and perhaps coupons or other freebies that you’d like to pass on. You can also establish whether someone can see the group at all. With Facebook groups unaffected by the new news feed algorithm, you can have your voice heard a little louder and further away.
If you operate your own business page on Facebook, you’ve likely see the announcement by now by CEO Mark Zuckerberg. If you haven’t had a chance to read it, then click here.
For those who need a refresher however, essentially, Facebook will be increasing the importance of personal posts and decreasing the importance of business posts. What this means is that your business message is going to organically find its way into the feed of fewer people. There’s no way to sugar-coat this. It’s a bad thing.
It isn’t the end of the world however and just like businesses did when newspapers started to wane in importance, we will adapt and survive. We need to think outside of the feed to get our message across.
3 things to keep your business message top of mind.
Keep the content engaging.
- Facebook has indicated that they aren’t interested in likes as a primary factor any longer. They want meaningful conversations. This means fewer mind numbing videos that you can’t help but watch, while simultaneously kicking yourself for losing all that time. It also means fewer cat pictures, unless of course you tend to have a discussion on those kind of threads. No, your business shares have to elicit conversation with your audience. Ask questions, start polls, or perhaps post long form educational blogs. What matters is that you spark a conversation.
Ask for more.
- Much like spam laws here in Canada, there is now a double opt-in for business pages. Your audience can like your page to see the minimum amount of posts that you share and they can also click the “See first” within the business page to see more of your company shares.
- Facebook is a business and many decisions, though couched as other reasons, will be based in the necessity to earn a return. That’s why the paid ads you see won’t be reduced on your feed. They certainly may become more expensive as more people try to get their message out, but they will still be available to you. You will still be able to boost posts and create ads.
The end of the world hasn’t arrived for business Facebook pages. Things will definitely have to change and no one truly knows how this decision will play out in the end. What matters is that you still keep creating content and relaying your message to those who wish to receive it. Be careful however with how you “push” your message out. There was a time when you could trade a page like for the chance to win a contest. Freebie Friday contests were always appearing from various companies. Like our page and get a coupon. Like our page and get your name in this draw.
While it was once acceptable, no longer will Facebook let this happen. Your page likes have to come organically. But then again, you WANT an audience who will engage with you as opposed to a bunch of people who clicked like for the chance of winning an iPod. There is no question engagement is going to dip, but take this as a wake-up call to create better content rather than sharing useless information.
If you are curious how this may affect you or just want to vent, click here and join the conversation on our Facebook business page.
5 Great Ways To Determine The Quality Of A Company
There was a time when the yellow pages ruled the world. It’s not like they had a death grip like a character from A Game of Thrones, more like there weren’t many options to choose from. If you had a business and didn’t use the yellow pages, you better hope that word of mouth was exceptional in your hometown.
Like Kodak, however, the digital age is quickly pulling the company apart as it tries to reinvent itself. Daily, the company touts itself now as an authority, telling its clients that it knows what it means to secure them a digital presence.
But does it?
Anyone can SAY they know what they are talking about. I could start up a company and create a page tomorrow for dentistry. That doesn’t mean I’m qualified however. And because industries such as web design or window installation don’t require credentials to operate, you are left wondering how to choose from the plethora of companies.
What should you be looking for? What proof can a company offer in their digital presence to prove they are as qualified as they promise?
Does the company have a website?
- A website with an easy explanation of what you do. If I have to search for what you do down in the far reaches of your website, then you haven’t accomplished your goal. You have about thirty seconds to prove your value.
Do they blog?
- Not just a blog, but an active one. Of course, this isn’t the be all end all. Some people are busy. But for some companies such as ours, it’s an absolute must. It doesn’t matter if we are posting daily, weekly, or monthly. What matters, is that you have a reason to come back periodically to learn something from us.
- Additionally, the blog has to be educational, not promotional. Your audience can tell.
Are there Google reviews and are they on the map?
- Go ahead. Look up SEO Kingston. Right now, ClickHelp has about 20 reviews. As a company telling you the importance of reviews, we better have them. Those reviews need to be real and have comments. A blank review with a bunch of stars can come from anywhere. It’s harder to fake a review with a write up.
What is their position on Google?
- Some industries are hard to rank well. There are a lot of players vying for top spot. If your SEO is working then you should rank well. Of course, SEO is a long game.There are companies that pay for Google Ad space in hopes of getting people to unwittingly click on their ads not knowing they aren’t a ranked page, but an ad. Just look for the little green box next time. [Ad]
Are there Facebook reviews?
- It isn’t just Google that has reviews. Facebook has a lot of great content and social proof in the form of reviews to show you which companies are worth working with.
Yellow pages knows it. Gone are the days of just choosing the first person in the phone book so the company is trying to redefine itself as a digital player.
Your potential clients are doing more research before making that call. They know what they’re getting into. And that means you need to do more to stay relevant.
5 Important Tips To Make Your Facebook Pictures Better
By now you’ve surely spent too many hours pouring over the Facebook metrics available to you. You know what makes your audience tick or ticked off for that matter.
You have realized that across the board, whether you’re in a technical industry or the financial industry, what really resonates is the social in social media. You need to connect on a human level to show you`re a real person and not a robot dishing out tidbits of information like it’s candy.
If you’re not sure how to write your posts, then check out our other options for writers. In the meantime you should probably become familiar with your phone. With a decent phone you will be able to record videos and take pictures. It may take awhile, but following these tips will help your image content become worthy of a photo contest.
- 1. Check your fingers. Fingers and gloves and anything else that gets in the way of the lens. We don’t want to see a muffled half picture.
- 2. Focus on one or two elements. When there is too much in the photo then your audience doesn’t know what you’re trying to communicate. That means taking photos with fewer people or actions being present.
- 3. Watch your shadow and reflection. If you’re supposed to be in the picture then great, but if not, the a mirror or shadow many ruin the importance of an image.
- 4. Correct the vantage. Take pictures with the correct vantage make more sense. They are easier to understand.
- 5. Get a picture of something interesting. Make it social. That means more pictures of your people doing work or the dogs looking interesting. What matter is that you engage you audience.
get a picture editing app. There are ways to make your images look a lot better. Having the ability to spruce up the background or colour sequence can mean the difference between a casual image and art.
5 Facebook Posts That Will Rock Your Audience
Ever get the impression you’re speaking, but your audience isn’t hearing you? It’s like you’re speaking a different language, screaming at the top of your lungs in an attempt to show people they’re walking on the wrong path.
Don’t do it. Don’t take that left.
It’s like watching a horror movie, you knowing the characters should take another path, your audience, making the mistakes you know how to prevent.
Why is that? What are you missing? Why aren’t they listening?
Perhaps you aren’t speaking the right language. Perhaps it’s time to think about your audience, realizing you may not have one audience, but several. If your audience is fractured, how do you speak their languages.
When it comes to social media, there are several forms or languages you can speak. They come in the form of different types of posts. Of course, each platform has a certain language that is more likely to work, but some platforms, like Facebook, are harder to fully grasp. With so many users, you need to think bigger than a diary, filled with your hopes and dreams for the world.
5 different types of posts for Facebook
- Industry share – Often what most businesses start with, the industry share is a way to communicate that you are knowledgeable in your field and you aren’t afraid to use another professional to prove it. This type of post is typically humourless, though some well written articles can be humourous.
- Did you know or fact post – Whether you embed your logo or the words right onto the page, this type of post is designed to show something about your broad industry. “Did you know that Facebook has 7 trillion users etc. etc. The pictures are often of higher quality and may come from an image website such as Pexels.com or Pixabay.com.
- Memes – Theses posts usually employ humour or irony to convey a message. The most notable would be the former most interesting man in the world memes. “I don’t often do this thing, but when I do , I do it really really well.” The images are typically of higher quality, though sometimes a picture of your own making may suffice.
- Mini Blog post – Rather than post your article to your website and link to it, you could paste your article directly into Facebook. This type of post is designed to show how much you know about your industry. The image while typically of higher quality may come from your own reserve.
- Update post – While this kind of post can come in varying degrees of excitement or importance, essentially it’s highlighting what you or your organization is up to. Though you can just post an update, it works best with a picture. This is the social of social media, so you want to draw your audience in with the use of tags or images they can relate to or may even be featured in. The update post is the most engaging post.
While this article may be focused on Facebook, that doesn’t mean the same techniques won’t work on LinkedIn or even Twitter. What matters is that you continue to experiment with your posts to see what resonates with your audience. What do you use most often?