If your business has a Facebook Business Mange (which you mostly should) and if you have anything to do with Facebook Advertising for your business, you should use your Facebook Business Manager.
It’s built for businesses so why won’t you?
Let’s address the “Why” first: Facebook launched “Business Manager” to separate your personal Facebook account from the one you might (or maybe you already are) use for your business.
My personal Facebook account has a way for me to launch adverts, ads, and to boost posts. But I’d do that only if I wanted to exchange my cat for your dog. Or maybe sell my old, rattling car.
For business, I’d use a separate advertising account (with a dedicated payment method). Since I run an agency, I’d also connect my business manager with Facebook pages and Facebook Ad accounts for every client so that I manage pages and campaigns by just logging into my business manager account.
This is how it’s done. I don’t care if you think it’s too much work or if you don’t like Facebook’s blue color.
Setup Your Business Manager Account
Most business owners are still managing their Facebook pages by logging into Facebook as they usually do. Also, they still use their personal advert account (this one comes by default with every Facebook account) for running their Facebook Ad campaigns. Just because you have a personal Facebook account, it doesn’t mean business manager is setup.
You’d have to do it (and maybe all it takes is to sign in). There are three specific things you’d need to do to ensure you setup your Facebook business manager account right.
- Setup your Business Manager Account
- Create a page or claim a page (You’d request access to a page – as a page admin — if you are a freelancer or an agency so that you can work for your clients).
- Create or claim your ad account (You’d request access to an ad account – as an account advertiser — if you are a freelancer or an agency so that you can work for your clients).
Here’s how you do it
Step 1: Go to https://business.facebook.com and login with your regular Facebook credentials.
Step 2: If you haven’t created a page for your business, you can do it. If you already created a page, you should claim your Facebook Business Page by entering your Facebook business page URL (You’ll be automatically accepted if you are the admin of the page).
If you are an agency, request your clients to give you “Facebook Page Admin” access.
Step 3: Create or claim your Facebook ad account for your business. When you create your new Facebook Ad account, give it your business name and add a payment method to your account.
If you are an agency, request your clients to give you “Facebook Advertiser” access and not “admin”
Give yourself (and others) Access
You aren’t done yet.
Once you create or claim your Facebook business pages and accounts, you’d need to assign yourself to both your Facebook business page and to your ad account (if you have to) from within your business manager account.
For each asset (like a business page and the ad account), click on the icon on the extreme left within “business settings”, find your page and/or ad account, and assign yourself.
This is how it’d look like:
- When you assign yourself or your team to a business page
- When you assign yourself or your team to your business ad account:
Once you are done, refresh and you’d see admin level access to your business page and your business ad account after logging in.
For agencies (like ours), we’ll be able to see an entire list of all pages and ad accounts that you manage for your clients.
Using business manager for Facebook is mandatory. Plus, it’s efficient, easy to access, and separates your business pages and accounts from those that you’d use personally.
Was this helpful for you? Please let me know how it goes for you.
Twitter is humongous and is still growing. At its last count, Meg of Talkwalker pointed out that there are now 313 million active users on Twitter and at least 500 million tweets per day.
About 87% of users get their news from Twitter. Meanwhile, more than 67% of Twitter users are likely to purchase something from those that they follow.
Yet, all is not well for thousands of small businesses trying to make their presence count on Twitter.
So, here’s exactly what you should be doing to make sure that your presence — apart from the time, effort, and resources that you’ll spend – really works for you:
Be an Evangelist
Everyone loves attention. We are human, after all.
So, why not give it to them? We did learn that it’s always nice to make someone else’s day, and if all it takes is a Tweet, why not do it?
Dig into your list of followers and give out praise. Plus, you are likely to be following, learning, getting inspired, or maybe even using products or services of people you are likely to point to.
Just like that.
Don’t bother if you don’t get any reactions, thanks, or if no one reciprocates. Just do it for the sake of doing it. Here’s how you can shower praise or maybe just make mentions about anyone on Twitter.
Follow the 50-30-20 Rule
If you are doing 10 updates a day, 5 of those could be information from any source that your followers can relate to (maybe from non-competing sources such as magazines, blogs, or online publications). Three tweets should be your own content (and for this, you’d have to be blogging in the first place), and finally 2-3 tweets could be random conversations, chats, and engagement of some kind.
Don’t complicate it. This rule is not etched in stone. It’s just to give you an idea about how you can split up your tweets and keep your social media calendar full.
Everyone with a finger and a button can retweet. What’s more important is to add a dash of your own personality to retweets and then almost making them your own (although they aren’t).
Adding a comment, question, or remark enhances your Twitter update’s sex appeal
Your followers follow you on Twitter because they expect you to bring insights and ideas to them, right to their Twitter stream.
They don’t want to hear what you did over the weekend and they also want you to be concerned about the number of updates you push out on a regular basis.
Ineffective way to share insights is to make a collection of them related to your niche and share them (after scheduling, of course). Make sure you credit sources.
With all that content stretching into reams of text, sometimes little 140-character insights are a welcome addition to the rushed and tight space in your followers’ twitter streams.
Cut down on the words and give insights, one tweet at a time. Of course, keep it relevant to your niche and make every “#twinsight” count. Further, be sure to give credits when due.
The Twitterati loves statistics. On your part, they ooze credibility (and they make you look smarter than most people). Statistics are also easy to find online.
Dig into slides on Slideshare, infographics, and even monster pages with all sorts of statistics and research already ready for you.
Have an Opinion? Let the world Know
You can’t talk of personality and voice without an opinion. Have opinion, will succeed. Eh?
While you’d still be making sense to your followers — in business terms — you’d suddenly get personal and have a strong opinion of your own.
These opinions can only do two things to your Twitter account 24 hours from an update going live: you’ll either get a couple of follows or unfollows. That’s clarity.
Start Having Conversations, Please
Your twitter engagement is never complete without a bit of provocation, a conversation, and some engagement. After all, it’s people out there on Twitter and you can’t pretend like they don’t exist (although you get a full stream of updates all day long). If there’s anyone who should start a conversation, it’s you.
Go ahead and use intriguing questions for your followers. Maybe just start saying “hello” [hint: some of these answers can well be attributed and linked to. More love. More awesomeness]
Use Follow Fridays, Like You Should
Most Twitter users are still old-fashioned and they’d use follow Fridays to just list a few of their respective followers. That’s boring.
Instead, dedicate every Friday for about 10 followers who’ve been actively communicating with you. Perhaps, there’s a thing or two you know about them?
Maybe their own tweets gave away some information that you can use to your advantage. Get professional personal. Don’t push #FF updates like a machine.
Here are a few ways to do it:
–Show your personality on Twitter. Show who you are and what you stand for. It’s a public place, for heaven’s sake, so be your best.
–Discover something your followers are passionate about. Go all out to find out what ticks them.
–Make it a point to take time out to craft the best possible #FF tweet. It’s an effort that’s like once in a week but it has a lot going for it.
— Respond to every piece of conversation that ensues your #FF tweet.
–Attempt to cover as many followers as possible each week. Try not to pick on the same set of followers again and again.
How do you do #FF?
Use visuals, vectors, graphics, and photos for at least 40% of your Tweets. It’s not going to be easy, it’d demand a change in the way you update your Twitter account, and it’ll call for extra effort on your part.
This would probably bring down the volume of your Tweets, and that’s a good thing because you’ll be forced to focus on the quality of your Tweets rather than the quantity. The folks at Twitter recommend you do this.
Belle Beth Cooper of Buffer reports that using images in Tweets boosted their engagement rates by 18%.
Fire up your graphics solution (Canva, Adobe Photoshop, Gimp, or Sumo Paint) and create graphics quickly that are relevant to your Tweets.
When you do, they’ll look like this:
What’s a Tweet Without a Hashtag?
Frederic Lardinois of Readwrite.com notes that after analyzing billions of tweets, a team from Sysomos found that only 29% of tweets ever get a reaction. Only 6% of these tweets are Retweeted within the first hour of the tweet going live.
If you’ve been spending an hour everyday on Twitter just sharing your content, others’ content, and re-tweeting others’ content, plan to spend another hour for getting into conversations. The best way to make your tweets live for more their designated lifetime is to get into conversations.
Get into conversations, nimble and smooth. Leave your comments, post your reaction, contribute with your insights, and give away your valuable suggestions.
Don’t be afraid to say what you want to. Most conversations start with (#) hash tags and here are a few resources to help you delve into the world of hashtag-triggered conversations on Twitter:
Also, find a way to hack your way into conversations. If you were into digital marketing, for instance, use hashtags like to get into instant conversations with people looking for answers.
#PPC #SEO #SEM #Blogging
You get the drift, don’t you?
Make use of Twitter’s ecosystem
Twitter, thankfully, has its own ecosystem of tools and directories for you to make use of. From Twitter analytics to Twitter directories, you have everything you need to automate, semi-automate, or just make your job easier.
Start with any of the directories below:
Play with Content Curation
If you love content curation, you may also curate content and semi-automate updates using:
Many other tools are available for social analytics, social trends, and social signals. If you’d like to manage your Twitter account (along with other social media accounts), you could use HootSuite, Social Oomph, SendSocialMedia, Sendible, and Buffer for Business.
As a measure of appreciation, You may share this report with your friends, acquaintances, staff, and business associates.
96% of prospective clients I talk to obviously wants to do digital marketing.
There’s curiosity, interest, enthusiasm, wonder, and a sense of fear. Most clients mean well for themselves and for their businesses.
Some of them understand the power of content marketing. Since some clients are already used to traditional paid advertising on newspapers and magazines, PPC advertising looks like the perfect add on to their efforts.
Regardless of what clients think, do, feel, and want, chances are that you are doing digital marketing wrong. So horribly wrong that I am forced to write about it today with the fear that you take the wrong steps and write off the Internet itself as a potential medium to do good for your business.
Here are a few ways you are getting digital marketing wrong. Really, really wrong:
Your expectations are Screwed Up
With the Internet, it’s easy to “expect” what you usually don’t when you do traditional advertising.
Clients who spend on advertising on newspapers, magazines, radio spots, and television are very well aware of sales funnels, the importance of branding, the need to get attention first and then try to push potential customers down the funnel, and the impact of long-term advertising on a continuous basis.
Businesses hire PR firms, advertising agencies, and have full-time departments to make this happen.
On the Internet, however, everything changes. The same client who spends $56,000 on just 4 full page ads on a newspaper and doesn’t expect much (in terms of inbound calls, leads, or sales) now expects his Google Advertising to have a CTR of 9%, get 46% conversion on a landing page (if he has one), and make about 150% ROI on his campaign spend.
Then, there are clients who try to take the organic route with blogging, content marketing, and social media not even knowing what to expect. They also don’t realize just much work organic marketing really is.
The digital marketing spectrum is varied and delivers different results depending on what you are trying to do. Get your expectations right.
You Ignore The Digital Marketing Engine
I always believed that digital marketing is like a naturally aspirating v12 engine – all cylinders have to fire.
Yet, businesses get hung up on any one digital marketing channel that seems to have managed to mesmerize the world at a time. For a full stretch of a few years, businesses only focus on one (or a few) channels to make digital marketing work.
Remember all that craze for SEO? Until Google had to slap, maim, and slaughter a few popular online magazines and well-known businesses, the rage for SEO services never died.
Apparently, it still didn’t die. Even now you might yourself: “Is SEO Dead?”, “Does SEO Work?”, “I took a course and SEO seemed so important”.
SEO is critical for your business. It’s just that you can fuss about it so much that you do more SEO and less of your business.
Then, you had social media, influencer marketing, PPC, landing pages, Native Advertising, and Mobile advertising.
Those are channels. Why do you get so obsessed with one channel over the other? If you want to do digital marketing right, try to touch all of the channels available to you.
You Are a Cheapo
Note: If you aren’t cheap, please ignore this. But there are lots of people out there…
You pay peanuts, you won’t get the bots. Thanks to the rise of freelance job boards and bidding sites along with the rise of a worldwide clutch of freelancers, the real value of “delivering” digital marketing is gradually diminishing.
Content is critical and yet you want to pay shit like $3 for a 1800 word blog post.
You want infographics done but you won’t pay more than $26 per infographic.
Did I hear you ask for a video editor for $150 per month?
You see? You can’t expect quality work without paying a premium for it. That’s just the way it is.
Results aren’t just about 2+2
It’s “expected” that you demand results from your staff, agencies, and freelancers. You are paying for it, so why won’t you? You’ll do well to understand that with digital marketing, results don’t come just because you put 2 and 2 together.
It’s way more complicated than that. Digital marketing is like managing life. Nothing in your life or mine is as straight forward as it might first seem. Think of all the plans you make, the relationships you manage and the complexity of managing people in general. Think about how complex your business is, by itself, to run.
If you buy an office and load it up with fancy furniture, would clients line up at the door?
If you married tomorrow, would you live happily ever after?
Don’t go out expecting that your Facebook campaign will make you millions. There’s work that goes into it and then there’s the concerted effort that goes into every other aspect of digital marketing to make it all work.
Be fair to yourself, the system, the medium, and to people who work for you.
Which of these mistakes are you doing with digital marketing? Tell me what you think.
As a marketer or as an entrepreneur, what you need today is full-funnel optimization. Your sales funnel will never be complete without retargeting.
Before that, there’s the work of setting up the funnel first.
Broadly, there are four phases of work with regards to sales funnels:
- Setting up the sales funnel right.
- A/B testing every aspect of your sales funnel
- To chase visitors who didn’t take any action with retargeting campaigns.
- Make it all work together with your marketing strategy along with Integration, tracking, and analytics.
Adroll is all about using retargeting to support your marketing efforts.
Adroll positions itself as a full-suite for retargeting, conversions, and to give a push to your sales funnel. It helps you bridge the gap between all these various sources of traffic, the different pages on your website, and even cross-device usage behaviour that’s common today.
They are darned good at what they allow you to do, in terms of retargeting campaigns.
Adroll has been working to build products to help add to the work it takes to turn your website visitors into customers. The way it does that is to work with an Adroll Pixel which tracks every visitor so that you can use various products that Adroll offers to help push visitors down the funnel.
Here are a few of the products Adroll has and what these offerings can do for your business:
Retargeting Across the web
The bread-and-butter feature that Adroll offers is what I believe every business needs. Adroll basically allows you to do retargeting across the web, across devices, and on the Internet.
Adroll makes it incredibly easy to do retargeting. All you have to do is to signup, upload some ads (they also provide a couple of ads created for you for free), and let the campaigns run.
These retargeting campaigns are different from your regular PPC campaigns. When you do retargeting, your goal is to target those visitors who’ve already visited your web pages, specific pages on your website, your product pages, your contact page, or even if they read your blog posts.
A good way to make your regular retargeting work is to do just three things well enough:
- Make a good offer to people who’ve already visited your web properties
- Use dedicated landing pages for retargeting
- Make sure you have conversions setup some marketing automation (tagging, segmenting, etc.) to know when people revisit through retargeting campaigns, you’d know what’s happening.
Retargeting, when done right, is spectacularly profitable. You just need to get started and try it to believe it.
Retargeting On Facebook
Facebook — with over 1.2 billion+ users and about 600 million active users – is a phenomenal platform you can’t afford to miss out on. Adroll offers you the possibility of targeting your visitors on Facebook easily, quickly, and effectively.
All you have to do is to “opt in” and launch the campaign after you set up ads specific for Facebook (the dimensions for Facebook Ads are different from those that you’d use for the general web).
Once you have your Facebook Retargeting campaigns setup, your visitors will see your ads on Facebook after they visit your website, browse your products, read your blog posts, or watch your videos.
Sendroll By Adroll: Retargeting Emails
Adroll launched Sendroll in 2016. For clients who’ve used Sendroll, it’s been a terrific ride. The basic premise of Sendroll is to send a special email to your visitors (without you having to collect any email addresses) after they visit your web pages, shopping cart, contact page, or maybe all pages.
If someone was browsing your products and if they left, an email will follow up automatically telling them something like: “We miss you already. Here’s what you were interested in”
or if a potential customer got to the contact form but did not send you a message, an automated email will go out with something in the lines of: “You were knocking on the door. Sorry, we weren’t available. How can we help?”
You get the drift. Adroll also allows you to send emails to people who abandon your shopping cart, to launch loyalty campaigns (for lead nurturing), and practically for anything you’d like to do.
Since one email won’t do much, you have the option of sending out follow-up emails. To protect your brand, however, there’s a frequency cap so that you don’t over do this email part.
OnSite By Adroll: Capture Visitors On Your Site
A relatively new feature by Adroll is Onsite.
Basically, The Onsite product are just popups. But the smart thing about these “exit intent” pop ups (or you can use them on all pages or specific pages) is that you can immediately start pushing visitors down your sales funnels. Onsite allows you to quickly deploy popups that’ll trigger when unique visitors leave your site (or stay on your website for a while or for a particular period of time).
You’d then be able to collect emails (like any other popup) – along with any custom information you might need such as company names, phone numbers, etc. – in response to a personalized call to action (leading to conversions).
Here’s the best part: these emails you’ve collected can be pushed backed into your retargeting audiences database so that you can use them for existing or new retargeting campaigns.
You don’t need to integrate anything and Onsite then helps you convert better, collect high quality leads, step up your retargeting game, and build a comprehensive marketing mix this way.
Adroll natively supports dynamic creative, integrations with email service provides, cross-device insights, API, and more. It also integrates with Zapier which then allows you to tie in your retargeting efforts with Adroll with any other marketing tool, CRM, analytics tools you might be using already.
Adroll is simple to use and you’d be up and running with retargeting in minutes. Have you used retargeting with Adroll yet? Do you have anything to let me know about this Adroll review?
While you are at it, you might also want to read:
How to Start Retargeting Like a Champ
[Infographic] Convincing Retargeting Stats For You to Gawk At
7 Cardinal Retargeting Rules You Should Follow
As on 2016, according to MakeUseOf more than 500 – 600 hours of Video content is uploaded to YouTube every minute. One-third of the entire world’s population is on YouTube already with businesses with just a few videos out there (on branded channels) get more exposure than thousands of dollars worth of traditional advertising.
Interestingly, at the time of writing this, Youtube has already gone mobile.
According to Kit Smith of BrandWatch,
On average, there are 1,000,000,000 mobile video views per day
YouTube is the world’s second largest search engine and third most visited site after Google and Facebook
300 hours of video are uploaded to YouTube every minute
There are 3.25 billion hours of video watched each month
More than half of YouTube views come from mobile devices
The average mobile viewing session lasts more than 40 minutes
If you are still asking Why YouTube Advertising? So, I only ask you this: Why not?
YouTube is 11X bigger
YouTube is a big bad boy. Your brand misses out on a lot if it’s not on YouTube one way or another. According to John Koetsier of VentureBeat, as on 2015, YouTube is at least 11 times bigger than Facebook (still a minnow compared to Google?). In the United States alone, Americans give away a combined average of 8,061 years in a single day to YouTube (Facebook grabs about 713 hours).
Now, put that into a Global perspective and the numbers are mind-boggling. Ever single day, YouTube takes away 46,000 years of the people in terms of time spent.
YouTube Is Still the Preferred Media Choice
YouTube viewers absolutely love videos, and YouTube is still the default choice. Average viewers tend to watch YouTube for a significant amount of time – 20,40, and even a full hour.
Younger viewers tend to watch even more. Viewers aged between 13 to 17 tend to skew towards YouTube more than Facebook by almost 19 times.
And what about Television? Viewers today watch just as much video as they watch Television. But then, TV time did decline while viewers aged between 18-49 ended up watching YouTube more than 44%, according to a Nielsen’s report in association with Google.
YouTube Videos = Longer Shelf-life
Good video ads on YouTube (and “good” isn’t because you liked your own brand’s video ad) tend to leave viewers wanting more. But most other video ads are only “fleeting” – they play for a couple of seconds and they are gone – from the screen, and from the mind.
If you do video ads right, however, you get a long shelf-life for video ads. You only have to see these 10 videos that have hundreds of millions of views and more than 21 million cumulative subscribers.
And then, there’s TrueView.
Running TrueView ads helps you not only promote new videos for your business but also drive past videos in your collection. Overall, this helps boost your brand presence and engagement.
According to Visible Measures, brands using TrueView see their previous video view increase by, wait for it, 500% “after” posting new videos.
Need I say more?
Extend Phenomenal Reach & Engagement
Consider this, from YouTube Official Stats:
- YouTube has over billion users (1/3rd of all the people on the Internet)
- YouTube (YouTube on Mobile) reaches more 18-49 year olds than any cable network in the US (and the world).
- YouTube allows viewers in more than 88 countries navigate the site in about 76 different languages (and that’s 95% of all Internet Population).
YouTube isn’t even Just YouTube anymore. Online video is now part of the furniture, at home, in the living room.
In the UK, for instance, the fastest growing screen for “YouTube” watch time is the humble TV, and the rate of that increase has been doubling year-on-year.
Higher ROAS (Return on Ad Spend)
Spending on YouTube Video Ads can help yield a higher ROAS – about 2X to 8.5X or even higher – across categories.
The high Return on Ad Spend (ROAS) is directly tied in with higher revenue.
Google commissioned MarketShare to use Media Mix Modelling (MMM) to provide insight on how it’d look like if media spend moved from Television to YouTube.
For a specific example, Google reports this:
“One category we examined was action movie tickets; at average spend levels, US$1 spent on TrueView generated 7X the box office revenue of US$1 spent on TV. For action movie tickets, a 20% shift of ad budget from TV to YouTube would have increased marketing-driven revenue by 25%.
Be there, When You Are Expected
More than 3 billion people in the world have “moments that matter”. Those moments matter to them, their family, their friends, and their lives.
Marketers and businesses have a new job to: show up at the right time, with the right message, and make the right impact.
We have no “online sessions” anymore; it’s so over, this 1990s thing. Today, people “live” online.
Sparks of inspiration now originate while users are “online” than when they are in the shower.
Consider this snippet, from Think With Google:
“Online video is also the new default solution in those “I-want-to-do” moments – 59% of web users in the UK use YouTube when trying to find out how to do something.
What’s more, a whopping 83% of web users under 35 believe that they can find a YouTube video on anything they want to learn.2
Brands can connect with more potential customers by aligning their brand content with these “I-want-to-do” moments.
Youtube is huge and phenomenal. It’s where your customers are spending all their time. Many of them actively upload their own videos as I write this. Plus, never before has there been a media platform that’s not only huge by itself but also allows you direct access to tell your story, grow your brand presence, get traffic, and even generate leads (top of the funnel).
What are you going to do with video?