In a time where people are becoming savvier, what may have worked 2 years ago, isn’t always effective today.   For example, in the “good old days” (about 18-24 months ago,) when it came to search, most people relied on Google.  If someone was searching for your product or service, they would go to Google, type in what they were looking for, and either find your product or service—or not.   rubik cubeBut now, the market has shifted. Google isn’t the only thing people use anymore.   In fact, Stathunter just revealed that for the first time Google dropped below the 75 percent mark for search marketshare. And now that Yahoo is the default search engine for Firefox, they are gaining even more marketshare, growing three times in the past three months. So while Google is still King, Bing and Yahoo now make up just over 26 percent of the search market.   This does not even factor in things such as social media marketing which has become a hot trend to add to the mix, especially Facebook marketing.   So the truth of the matter is that the search marketing environment has evolved and converged. The relationship between marketers and consumers has become more complex.   I will say that one place Google still reigns supreme is when it comes to emergencies and impulse buys. For instance, when your kitchen sink is backed up and you need to find a plumber, Google is people’s #1 go-to source.   Google paid search can also increase impulse buys. For instance, including reminders of specific holidays such as Valentine’s Day or Mother’s Day or showcasing deals relating to your consumers’ search results can trigger fast purchases.   However, in the current market, most businesses can’t rely on emergencies and impulse buying purchases alone.   So if your business typically experiences a longer buying cycle or your customers typically do more research, then to get the sale, you need more than just Google search. You need additional communication touch points across multiple channels that can be seen on multiple devices.   In fact, according to Google’s ZMOT, “the average consumer engages with 18.2 pieces of online content before making a final purchasing decision.” And Marin Software predicts that 50% of Google searches will be done on mobile devices by December of this year.   I’m witnessing this happen with my clients too. For example, one of my clients used to kill it with PPC on Google only.  When his results started to decline using methods that had always pulled well, we began testing some new marketing for him.  

Your New Winning Strategy

What I found was that using a combination of strategies that included PPC, remarketing, display ads, Facebook ads, Youtbe ads and Bing ads did the trick. We also made sure that his ads could be viewed on mobile devices, desktop computers, and tablets. This new combination out pulled his former model.   For your business, it might be that you need PPC, remarketing, direct mail, Youtube and Facebook.  I can’t say for sure within the space of this article as it depends on your target market, the length of a typical sales cycle, and a number of other factors. But what I can say for sure is that the market has changed and it requires a more sophisticated marketing strategy if you want to cut through the noise and get the best return.  

Three Key Takeaways You Can Use In Your Business Right Now:

  1. It is no longer enough to rely on a single channel for all your marketing. You must diversify and combine multiple marketing channels if you want to stay on top.
  2. Examining your target audience, their behavior patterns and preferred marketing channels, will help determine which marketing channels you should test first.
  3. Your ads and content must be mobile, tablet, AND desktop friendly as consumers are doing research and making buying decisions across multiple devices.
Standing still and continuing to market in the same way you have been is dangerous. Keep up with what is working and what isn’t. Test new strategies. And keep your marketing a moving target so you’ll never be left behind.   If your marketing isn’t pulling what it used to or if you want to avoid a decline, contact me for a free consultation. I can help you determine what is working for your particular product or service and target market and help you decide what to test first.   Here’s to your online success!   Yours Truly,   Eric
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 | Posted by | Categories: Facebook, local marketing, Other - Advertising & Marketing, Search Engine Optimization, Small Business, Social media |
Have you ever wondered how local business Facebook pages or a marketing consultant’s page increased their Likes? I bet you’ve noticed those Sponsored Stories on the right portion of your Facebook. It’s a no-brainer that they’re using Facebook’s ad platform to broaden their reach and get the attention of potential clients. Aside from using Facebook’s Sponsored Stories to increase Likes, you can also use these ads to drive traffic to your website. So how can you increase your site traffic using Facebook? This can be done using Domain Sponsored Stories which is easy to run and doesn’t require a Facebook page to start and manage a campaign. What’s a Domain Sponsored Story? It’s the ad unit that enables a user to promote a Facebook user’s interaction (comments and likes) with a website that you manage. Is There Value in Creating a Domain Sponsored Story?
  • It can increase the reach of your blog posts.
  • It can significantly increase traffic to product page and yield measurable results.
  • Reach users in different posting schedules
  • Customizing your ad units to reach target customers
  The Click-Through-Rate Factor Data company PageLever used Domain Sponsored Stories to nearly achieve a 10% Click Through Rate which saw one of every 10 users clicked on the ad. So how did DSS work for them? Here’s the story: PageLever created a Domain Sponsored Story campaign starting with a controversial blog post “Fact Check: Why Mark Cuban is wrong about Facebook”, Napster founder Sean Parker shared that blog post on his feed. PageLever turned Parker’s share into a DSS ad that appeared on his followers’ feed. The result? Higher click-through-rates by creating a DSS ad unit by an influencer like Parker who has 540k followers. This is, of course, just a great example of how Domain Sponsored Stories can increase site traffic and generate leads. It’s not everyday you can have an influencer who has tons of followers share your post, the key here is to determine which post has the potential when turned into a DSS unit.     How to Create a Domain Sponsored Story 1.) Claim Your Domain From your Insights Dashboard, click the green Insights for your Website button at the top right. blogpost01 Enter your website’s domain (no www) and link it with either your personal profile or your Facebook Page. If you are the only person who will need to access any Facebook Insights associated with your website, choose yourself. Otherwise, you can select a Page so that all admins of that Page have access.   2.) Add the Meta Tag to Your Site In the step above, you were presented with a meta tag. Copy and paste it between the < HEAD > tags of the template of your site. This way, the meta tag will appear on every Page shared from your domain. How you do this will depend on the CMS you use. I use Genesis Framework, and I can edit this area within Theme Settings or Simple Hooks. The All In One Webmaster plugin also provides a field for this. Only shares from Pages containing this meta tag will qualify for Domain Sponsored Stories.   3.) Create Your Domain Sponsored Story To create a Domain Sponsored Story, you should use Power Editor, a browser plugin. It offers numerous advantages over the self-serve ad tool. blogpost02 When you create an ad, do the following:
  • Select Sponsored Story as the ad type.
  • Click About people sharing links to your domain.
  • Select your domain in the destination.
  • Complete your ad and upload as you normally would (again, read the Power Editor tutorial if you need more help here). Monitor your results within the ad manager during the coming day
  Original article from : http://www.briananderson.tv/how-to-drive-traffic-to-your-website-using-facebook/
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 | Posted by | Categories: Facebook, Social media |
hashtags on facebook
It – is – FINISHED!: Facebook has added the hashtag. After months of rumors that the social network was preparing to go full-fledged Twitter on us, the deed has been done and all your pound sign-pushing is about to mean something.This day has been in the making for awhile; nearly every major social network and app is using the hashtag. Sure, Twitter started it, but the feature is used by Instagram, Pinterest, Vine, Google+, Tumblr. It’s become a ubiquitous tool of the Internet and it knows no prejudice and feels no loyalty to its origins. It’s just a thing that everyone who’s a part of this grand experiment called social media has embraced for their own respective purposes, network affiliation be damned.Twitter may have started it all, but it’s ours now – there’s no going back from whence you came. So naturally, Facebook had to give the people what they wanted. But hashtags don’t come without strings – the good and the bad kind – attached.

Cross posting will finally make sense (and stop annoying you)

To start with the simplest and more straightforward of the implications, pushed posts will now work. Yes, cross-posting is finally about to actually make sense instead of look like misplaced code or keyboard mashing. Those of us who have long-lobbied against the auto-pushing of Twitter posts to Facebook might be a little less annoyed now that those hashtagged-beyond-recognition posts will now work. Example:
#cantleavethebeach #dontwanttoleavethebeach #canwebehereforever #familyvaycay #somanyhashtags #cantstopwontstop — Sarah lindsay (@Sarahndipitie) June 12, 2013
That, on Facebook, would be indecipherable, annoying madness. Until now: A Facebook spokesperson tells me that those hashtags will now lead to the other posts on Facebook’s bearing the same hashtags. You won’t be redirected to Twitter, obviously, where this content may have originated, however. The same applies to Instagram images pushed to Facebook. Now all those #tbt Instagrams you’re sharing on Facebook will be linked to their brethren. You know what would be great? If all of these companies could get over their pissing wars and we could have a client that actually pulled in and made sense of all the content being posted with hashtags. Then we’d have an actual view of an Internet-wide conversation, no holds-barred! Tis but a dream … I think this sums up the state of cross posting best: fb cross posting

Come on into the topic and real-time discovery pool, Facebook! The water’s fine

On top of the long list of reasons Facebook is implementing hashtags is discovery. The current state of topic search and discovery on Facebook is, to put it in the nicest way possible, absolute and utter shit. Want to know who else is talking about the NBA finals, or who else watched the Games of Thrones season finale (seriously, everyone shut up about it, I haven’t watched it yet and you already ruined the “Red Wedding” episode for me so go jump off a bridge)? Well then you better just troll the hell out of Facebook and see if you can catch a mention of those things in the feed.
Right now, Facebook is like a chaotic, swirling whirlpool of information that you can’t segment or parse.
But even that horrible, no-good method might not work: We’ve lamented about the misadventures of the Facebook News Feed. You end up missing a hefty amount of information, and the order in which stories are posted and how long Facebook keeps them around is mystifying. (My personal favorite? When Facebook keeps shoving the same post to the top of your feed because one friend keeps commenting on it. I will not ever care how many times people respond to what someone says about their new profile picture.) Hashtags aren’t necessarily going to fix this, but they are going to help significantly. With a click, you will be able to find who else is talking about the respective topic. Right now, Facebook is like a chaotic, swirling whirlpool of information that you can’t segment or parse. Go ahead, try that search bar, or even Graph Search. You are not going to find the real-time information you’re looking for. fb hashtagIt’s what makes Facebook such a pit of frustration. People are updating it all the time, per Facebook: “This year’s Oscars buzz reached an all-time high on Facebook with over 66.5 million interactions, including likes, comments, and posts.” But you couldn’t readily find all of what was available because there was nothing to connect these moments together. Now you can! But it comes at a cost, and that’s how it could change the way we talk on Facebook.

Get ready for an attitude adjustment, young man

I’d like to subtitle this section “Your days of self-referential, purpose-less, sarcastic hashtag usage on Facebook are over, David Lawrence.” David is my friend (I guess) and one of the many Facebook users who are hashtagging away in their Status Updates as a sort of hilarious (is it though?) way to mock Internet culture and communication yet still be a part of it. I’m using him as a scapegoat here, but you all know who you are. hashtagged horrible Yes we get it, the hashtag’s rise and its unfortunate real-life application make it sort of a joke to some people – but now, that sarcastic hashtagging of inane Facebook postings is over. Connected to other conversations, they will be. hashtagging on facebookYou might think it’s funny to tag a status about your dinner with #damnthischickensgood – but you could unwittingly be linking yourself up with a hashtagged KFC advertisement. One can only hope. I can only hope, if we’re being honest. Because the whole hashtagging-as-a-joke-on-hashtagging has gotten old, guys. Let’s be part of the solution, not the problem. But before you lament the loss of yet more Facebook privacy, know that only the people you’re sharing a status with will be able to see your hashtagged post when they hit that tag somewhere else. For example: If I post, “IDGAF about Miami Heat haters #NBAFinals #GoHeat,” and share that with my Close Friends group, then only the people in that group who hit those hashtags elsewhere will see my posts. I won’t be connected to the public #NBAFinals #GoHeat posts. Now it can be assumed that if you’re using a hashtag, you generally want to be found; you want to be part of a larger conversation – especially if it’s happening in real-time. There’s a reason you’re using the Internet during live events, you want to know what other people think about what’s happening. So this could be your motivation to make more public posts, which would make Facebook a very happy camper.
What you’re sacrificing is a sort of intimacy that many sites don’t have…
If this effect does happen, and it makes sense that it would, then we could be witnessing how Facebook works and the type of messages being posted there change before our eyes. Take a quick scroll of your Facebook News Feed right now: A lot of personal statements, right? What people are having for lunch, a comment on a frustrating morning commute, a post about how much someone loves her mom (we all love our moms, OK? You don’t love yours more.). Compare this to Twitter, where people are talking about news and current events and brands – that’s a lot of valuable content Facebook’s been missing out on that it can try and capture now. But it might mean you see fewer personal posts from friends and family than you’re seeing now; fewer “what I did this morning”s and more “what I think about PRISM”s. Maybe you hate this idea, maybe you love it – but the attitude and feel of Facebook is about to get a major makeover. What you’re sacrificing is a sort of intimacy that many sites don’t have – and what you’re gaining is a News Feed that you can make even a modicum of sense of. But it’s ultimately up to you to decide if that’s worth it.
Read more: http://www.digitaltrends.com/social-media/what-hashtags-means-for-facebook/#ixzz2XzzCbSj1 Follow us: @digitaltrends on Twitter | digitaltrendsftw on Facebook
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 | Posted by | Categories: Facebook, Social media | Tagged: , , |
Top 5 Facebook Marketing Best Practices for your Business greenlotus.ca3/23/13   Facebook is a rapidly growing medium, and businesses are beginning to take advantage of the marketing potential inherent in social media platforms. Facebook marketing for your business can be very effective, when done right! An analysis of Facebook statistics demonstrate interesting user trends, and provide a foundation upon which to implement Facebook marketing initiatives, and maximize on return on investment.  

Follow these best practices to ensure you gain the most out of Facebook marketing for your business:

Follow these best practices to ensure you gain the most out of Facebook marketing for your business:Follow these best practices to ensure you gain the most out of Facebook marketing for your business:Follow these best practices to ensure you gain the most out of Facebook marketing for your business:

  1. Call-to-Action: Include a Call-to-Action in Facebook posts/updates and invite your target audience to engage, comment, like or link to your content. Increased social engagement will not only help develop your social reach and online credibility, but also improve your search engine result ranking.
  2. Image: Include a photo with your post/update and increase the likelihood of social engagement (likes, comments, links, etc). Stick to short posts and updates of 80-100 characters in length.
  3. Engaging Content: Write about timely topics that are of interest to your target audience. Ensure that Facebook posts/updates occur consistently throughout the month, and provide fresh, original, relevant and engaging content that readers will engage with and share with their own social networks.Use an active voice in your Facebook posts/updates, and either a positive or negative tone to trigger engagement with your audience. Be original, strike a chord with your audience, and elicit engagement.
  4. Timing: Morning posts/updates gain more social engagement than posts made later in the day. Peek Facebook activity occurs early in the morning, at noon, in the evenings and on weekends (ie: off-work hours). Facebook posts made at 9am gain the most social traction throughout the day, compared to posts made in the afternoon.Saturday, Sunday, Tuesday and Wednesday are the most active days on Facebook, for sharing information. Most B2B and B2C marketing occurs during the week, and it is important to note that weekend posts might be more effective!
  5. Frequency: Facebook updates and posts should be scheduled once every other day. This frequency (and consistency) enables updates/posts to remain visible in the Facebook ‘news feed’ at optimal times of day (and is not too frequent to be bothersome to your audience).
Have a look at some Facebook Statistics, and draw your own conclusions: facebook1 Most (40%) Facebook ‘shares’ occur on Saturday (followed by Sunday, Tuesday and Wednesday). Posting updates on Saturdays ensures optimal reach because of increased user engagement, and less competing social clutter. Most Facebook shares occur before work hours (starting at 8am), peeks at noon (11-12pm), and again at 6-8pm; times when individuals have the ability to access their social networks, at their leisure. Articles posted at 9am tend to be shared more on Facebook than articles published at any other time. Photos perform the best on Facebook, and receive on average more shares, likes and comments. There are notable differences in the performance of text and video comments. Posts that are either very short (80-100 characters) or very long (780-800 characters) receive the most likes on Facebook. Posts written in a neutral voice/tone receive fewer Facebook ‘likes’ and ‘comments’ than posts that are either very positive or very negative. Readers are attracted to the extremes, and are more likely to engage and comment. (based on data by Dan Zarrella and Hubspot)

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 | Posted by | Categories: Facebook, local marketing, Small Business, Social media | Tagged: , |
Has Facebook Finally Mastered Mobile Marketing? – Forbes news.google.com MarketingProfs.com (subscription)Has Facebook Finally Mastered Mobile Marketing?ForbesMore than anything else, Facebook’s lack of revenues from mobile advertising led to its acutely disappointing initial public offering of stock last May. It seemed t …     Yes they`re getting better but how do yo like Facebook aggressiveness posting ads.. I personally miss the old Facebook…
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 | Posted by | Categories: Facebook, Social media |