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January 15, 2018

Facebook Newsfeed Update

Have you heard yet?

Last week Facebook announced a new update to the Facebook Newsfeed algorithm. To summarise, this basically means:

  1. Facebook want you to see more updates from people
  2. Posts that get proper comments on them will get a push

What does this mean for my Facebook page?

Well first thing’s first, don’t panic. Keep doing what you’re doing and focus on posting great quality content for your fans and target audience. Until the changes are rolled out, it’s impossible to know how our pages are going to be effected so we can only wait and see!

Focus on getting a response

Of course this is what we always want from posting content, but there’s a big difference between posts that get a lot of likes and posts that start a conversation. It’s time to start thinking about content that will get people talking in the comments, not just hitting like!

November 7, 2017

You Can Now Use Official Facebook Assets in Your Online & Offline Marketing

Facebook have finally released official assets!

Do you often use the Facebook logo on things like business cards, your website, your company vehicles etc to encourage people to look your business up on Facebook? Well if not, you should! And now you can use Facebook’s official assets to do so, rather than having to search Google for high quality logos and images to use!

Brand Resources

Facebook’s new Brand Resources website has absolutely everything you could possible need. Most businesses will only use the Facebook Logo or some of the reaction images etc, but if you really want to go full throttle with your Facebook promotion you will find everything you need there! It’s always nice to know you’re using the official content for advertising, rather than wondering if the image you found online is really the correct one!

September 8, 2017

The Most Cost Effective Way to Build a Targeted Audience for Retargeting

You guessed it…

Carpet Bomb!

Ok we know we’ve written about this before, but since then it’s become our go to method for building an audience for any new clients that have a limited budget. We can’t stress enough just how effective it is. Here’s the best way to set up a carpet bomb campaign:

Step 1:

Get a GOOD video made for your business. If your on a limited budget, you’ll be able to find people who can make reasonably good quality videos for you at a good price here: https://www.fiverr.com/ – however, don’t expect miracles. If you really want this to work you need to get really creative and make a video that will hook the audience that you’re looking to reach.

Step 2:

Create a Video Views campaign in Facebook Ads Manager/Power Editor. Assuming you are starting from scratch, target your ad as well as you can using interests and behaviours, as well as age and location etc. Try to make sure you’re reaching the right people, without making your audience too small. It’s really hard to say what a good audience size is, because it depends on so many things. But if you find an audience that’s just under 1million and you think it’s targeting the right people, you’re probably on to a winner. We’re looking to get around 10thousand video views to start with.

Step 3:

Once you’ve had around 10thousand video views, it’s time to build that retargeting audience. In your Facebook Ad Manager click on Audiences and then click create custom audience. Select engagement and then select video. Select ‘People who have watched at 75% of your video, and from here you’ll be able to select your video. Enter 365 days so you don’t miss anyone! Click create audience and Facebook will populate it for you.

Step 4:

Create an ad to run to this new retargeting audience. This is where you want to put a call to action in your ad and even a little reminder about the video. Remind them that they loved your video, then tell them what you want them to do.

 

August 9, 2017

Facebook to Stop Charging Advertisers for Accidental Clicks

Yes you read that right!

And we couldn’t be happier!

“Facebook says ads with viewing times under two seconds will constitute as those accidentally clicked on.” – thestreet.com

If you’ve ever ran any form of website clicks campaign, on Facebook or anywhere else, you’ll know that a lot of the clicks you get to your website will bounce. Unfortunately, social media clicks are notorious for this! It’s part and parcel of display advertising, and the key is to be clever about how you manage it…but that’s for a different blog post.

What constitutes as an accidental click?

Facebook are claiming that ads with viewing times of under 2 seconds will be marked as accidental clicks, and advertisers won’t be charged. They have also stated that the 2 second time could be raised or lowered depending on test results. This is really good news for advertisers, but what does it mean for your website?

  1. Loading times need to be even quicker – If you website takes 3 second to load, and someone gives up on 3 seconds…you’ll be charged for that click.
  2. Pop Ups – You need to think carefully about whether you still want pop ups to appear as soon as someone lands on your website.
  3. The 2 second rule – If you can  convey a message in under 2 seconds so that people who aren’t interested will leave, you’ll save a lot of money!
August 8, 2017

Get Your Website Up to Speed – Quick!

Facebook’s new algorithm means you need a fast website!

Facebook’s newsfeed algorithm decides what shows up when we’re scrolling through our newsfeeds, and it’s constantly being updated to improve user experience. Facebook’s latest change is favouring websites that load quickly on mobile devices. This is because over 40% of people will abandon a website if they wait over 3 seconds for it to load! 3 seconds doesn’t sound like a lot, but in this modern era if it’s not instant it’s not worth it…

Here’s what Facebook said:

With this update, we’ll soon take into account the estimated load time of a webpage that someone clicks to from any link in News Feed on the mobile app. Factors such as the person’s current network connection and the general speed of the corresponding webpage will be considered. If signals indicate the webpage will load quickly, the link to that webpage might appear higher in your feed.”

What could this really mean

Although having faster loading times for your site can’t guarantee you’ll be higher up in people’s newsfeed, that’s basically what Facebook are saying here. We also think that this is the first change that will favour Instant Articles and Canvas. If only setting up Facebook Instant Articles was as simple as they make out…

Want to increase your website speed?

Here are the 10 recommendations directly from Facebook:

  1. Minimize landing page redirects, plugins, and link shorteners
  2. Compress files to decrease mobile rendering time
  3. Improve server response time by utilizing multi region hosting
  4. Remove render-blocking javascript
  5. Use a high-quality content delivery network to reach your audience quickly
  6. Remove redundant data that does not impact how the page is processed by the browser
  7. Optimize images to reduce file size without diminishing visual quality
  8. Reduce the size of above the fold content to prioritize visual content
  9. Use asynchronous scripts to streamline page render time
  10. Dynamically adjust the content for slower connections/devices
July 21, 2017

What Time Should You Start a Facebook Ad Set?

Does it really matter?

Unfortunately, it does. But only if you’re talking big budgets. Typically the best time to start your ad set is right after midnight on whatever time zone your ad account is in so that it paces evenly throughout the day.

But wait, there’s another great time too…classic Facebook!

However, like most things with Facebook the answer is not black and white. There are occasional advantages to launching it at 4am, it kinda gets a “running start” so to speak as it will initially give you a burst of traffic which can yield higher CTRs if done properly.

The early bird catches the worm

Lets say your audience isn’t really online around 1am or a subset of your audience that does best isn’t online around midnight, you may want to try starting your ad sets at 4am, 5am or even 6-7am as this can yield a higher initial CTR than launching at midnight. Not only because of the audience who is online but also because it will push your spend quicker initially. Once it hits 8am we wouldn’t really turn it on that late as 1/3 of the day is gone so your traffic could cost you approximately 33% more per click. If you start your ad set at noon, your cost will be approximately double as Facebook tries to rush spend in to catch up with your budget.

Starting your ad set, whether its new or one you paused in the past, too much after midnight is more of an advanced tactic so if you are brand new to Facebook Ads please be careful with this, especially with large budgets. It’s better to just schedule them to start at 00.01am.

July 19, 2017

Facebook Crack Down on Fake News

“Just don’t let them edit anything…”

In a bid to crack down on ‘fake’ news Facebook are limiting the ability to edit images and headlines when posting a link to your profile, group or page.

Does this affect ads?

Yes

“For unpublished link Page post, we are gradually removing the following fields: Link Headline, Display Link, Description, and Picture. By July 26, 2017, you will still be able to create unpublished Page posts, but the link information will default to what we pull in when we scrape the website URL.” – Facebook

Does this affect videos with links?

Yes

“Video Link Posts. We are also removing the ability from all Pages to create organic video link posts due to integrity risks and abuse of the format. In early 2017 we ran a test to link posts with a video attachment, along with an optional call-to-action. Because posts from this test did not meet News Feed integrity Standards, video link posts will gradually be removed from all Pages by July 26, 2017. Video Link Page Posts can still be created through Ads Creation Interfaces (Ads Manager and Power Editor) and Ads API for sponsored posts.” – Facebook

How long do I have to authorise my Pages to edit my links?

“For publishers we are extending the link preview modification deprecation timeline to allow time to indicate link ownership. On September 12, 2017 we will complete the feature removal such that publishers’ Page(s) will only be allowed to edit links from website domains they have authorized with the link ownership tool.” – Facebook

 

April 24, 2017

5 Facebook Audiences You Should Build Right from the Get Go

The Beauty of Dynamic Facebook Audiences

It’s really important to remember that all of your Facebook audiences are dynamic. Even just the Saved Audiences. So if you set up an audience of website visitors before you even drive any traffic to your website, once you’ve set up that audience it’s good to go and you can leave it to build up over time. So if you’re just starting out with your business, or just starting out with your new website, or just starting out with Facebook ads, it’s really convenient to create the following audiences so you never have to do it again.

Preparation

Facebook Preparation

Before you set up your audiences make sure you have your Facebook pixel created and correctly installed on your website. Also make sure your Facebook page is properly set up.

The Audiences:

  1. Facebook Page Engagers (365 Days) – This is an audience of people who have engaged with your Facebook page in some way over the past 325 Days
  2. Website Visitors (180 Days) – This is an audience of anyone who has visited your website over the past 180 days
  3. Website Visitors (30 Days) – This is an audience of anyone who has visited your website over the past 30 days
  4. Website Visitors (7 Days) – This is an audience of anyone who has visited your website over the past 7 days. You may not think you need to go this small but one day you might want to run an offer to anyone who’s been on the site recently etc
  5. Lookalike (1%) of your page fans in your target countries

How to set up an audience:

To set up an audience in Facebook go to your ads manager, then click on the menu in the top left and expand it by clicking ‘All tools.’ Then click on ‘Audiences’ under Assets.

You’ll see your audiences page where there will be a list of audiences if you’ve ever created any. Click on the ‘Create Audience’ button.

If you’re creating an audience of website visitors, page engagers or video viewers you need to click on Custom Audiences. Lookalike Audiences lets you create audiences similar to those that you have already created, and Saved Audiences are audiences on Facebook you choose through targeting options.

You’ll see 4 options for audience creation. For the purposes of the 5 audiences in this article, you only need Website Traffic and Engagement on Facebook. Customer file is for those of you who have a large database of customer’s phone numbers and/or email addresses that you can upload into Facebook to create an audience of previous/current customers. You can also create a lookalike audience from this. VERY POWERFUL! App activity is for those of you who have apps connection to the Facebook API.

February 8, 2017

The Right Way to Hand Over Your Facebook Page

Give access, not ownership.

We handle all sorts of different social media campaigns for all sorts of different clients, but one common problem we come across is clients trying to give us ownership of their Facebook accounts, rather than just giving us access.

There’s a big difference. Give the wrong person ownership of your accounts and they could remove you from them and take over your business until you’re able to find a way to stop them! If a person or agency know what they’re doing, they will have their own Facebook set up in a way that enables them to work with you as a partner.

The Steps

  1. First you need to get things set up on your side. Log into your Facebook account so that you have access to your Facebook page etc. Then head to https://business.facebook.com/
  2. Follow the steps and get your Facebook Business Manager set up. You’ll need to enter the name of your business and select your primary page (This should be the Facebook page that you use for your business).
  3. Once you’ve done this you’ll need to import your Facebook Ad Account into Business Manager. On the left hand side click on Ad Accounts and you’ll be prompted to either claim an ad account or create a new one. If you’ve never used Facebook for advertising it’s advisable to just create a new one.
  4. Once this is done, you can now add a ‘Partner’ to your Page and Ad Account. On the left hand side click on page and then click ad a partner. Do the same for the ad account.

You’ll need the Business Manager ID of the person/agency you’re handing over access to. It’s advisable to just give them full access so that they can go in and create your pixel for you, manage everything as if they owned the business even though all ownership stays with you.

It’s a bit of a dull process and when you’ve never done it before, it can seem a bit complex just to let someone work on your Facebook for you. But in the long run, it’s the best way to set it up and it’s the way Facebook want things to be done now!

January 24, 2017

Is Your Website Social Media Friendly?

What makes a website social media friendly?

We’re not talking about whether or not you have your Twitter feed displayed on your website or whether or not you make it easy for your visitors to share your content via social media. If you don’t have those features handled by now then you’re still way back in 2014. We’re talking about whether or not your website is friendly for your Social Media Marketing campaign.

You need to look at what your main social media marketing strategies are and see whether your website is optimised to cope with the campaign, and make it even more successful.

Desktop Vs Mobile

In this day and age we’d probably say that 90% of websites NEED to be mobile friendly. However your business might specifically be targeting people who are using a desktop, which is fine. If there’s a reason, then stick to it and make sure that the traffic you’re driving to your site is using desktop. You could even come up with a mobile landing page that has a button to “Send an email reminder” to your mobile visitors to have a look at the site next time they’re at their desktop.

However the majority of businesses are going to be reaching people who are using their mobile phones, and if they click on your ad and it leads to a website that requires them to keep zooming in to click the right buttons then they’re going to lose patience.

Getting the most out of your traffic

If you’re an online store selling products, you’ll know that just because you send someone to your website today doesn’t mean that they’ll be buying any time soon. But they might still buy in a few days, a week or even a few months. Is your website equipped to get them to place that order sooner? Is it equipped to send information about that person back to the social networks so you can re-target them with a special offer or reach people that are similar but may buy sooner?

The best example of this is Shopify websites. WordPress is great, and it’s what we host our website on. But many physical product stores found that there were many limitations to using WordPress especially when marketing on social media. Then Shopify came along. The ultimate solution for any online store that uses social media to drive sales. You can integrate social media pixel to your site seamlessly, you can even import your products into a Facebook shop so people can buy natively! Then there are the multiple apps that let you offer 1 time discounts to get your visitors over the line, display other purchases by other people as they happen to give social proof, and accurately track everything in your Facebook ads manager.

If you’re an online store that sells physical products then you HAVE to be on Shopify. It makes your social media marketer’s job a dream! If you’re looking to make the switch then we would recommend contacting Jag Chohan at http://www.sociallyinspire.com/ He’ll get your Shopify store up and running in no time and it will look incredible. He’s agreed to offer a 10% discount for anyone who we refer because we often work together on projects where we do the social media marketing for website’s that he’s built.