Facebook Custom Audiences Now Available to All Advertisers

Facebook logo custom audiences Facebook Custom Audiences Now Available to All Advertisers
Facebook has officially announced that targeting via Custom Audiences will be available to all advertisers by the end of November. This means that all types of businesses can start targeting their customers on Facebook using this feature.

What’s Custom Audiences?

Custom Audiences is a targeting tool that allows advertisers to find their offline audiences/customers who are on Facebook, using contact lists. Previously, this tool was only made available through Facebook’s Power Editor Tool.

A new added feature is MailChimp support. For the first time, businesses can use their MailChimp lists with the Custom Audiences tool. Using the tool is easy – all you need to do is upload your customer email list or MailChimp list. Once they’ve been uploaded, then these matched users can be targeted with ads for your Facebook page, website or mobile app.

Facebook Custom Audiences Facebook Custom Audiences Now Available to All Advertisers

What are the opportunities?  

With the Custom Audiences tool, marketers have the opportunity to turn first time customers into repeat customers by targeting them with customized and personalized advertisements. At the same time, the tool also allows marketers to exclude customers as well (example: if your goal is to acquire new customers).

Facebook has already shared a success story: in an effort to sell tickets for a music festival, a live events company was able to see 28X return on investment for a campaign by using this tool.

Custom Audiences has been rolled out to a limited number of advertisers in the U.S., with the goal of a global rollout by the end of November.

Will this affect your Facebook advertising campaign efforts? Share in the comments below!

See also – What You Need To Know About Facebook’s New Algorithm

Image via Flickr.

 Facebook Custom Audiences Now Available to All Advertisers
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What You Need To Know About Facebook’s New Algorithm

facebook like 300x215 What You Need To Know About Facebook’s New AlgorithmIf you’ve managed a Facebook page for a client then you know how difficult it can be to get your posts seen by fans. Just because your page has 10,000 likes, doesn’t necessarily meant that your posts are going to be seen by 10,000 people.

In the past, your post reach was determined by an algorithm called EdgeRank (which marketers were finally starting to wrap their head around). Not unusual for Facebook, they’ve made some interesting changes recently, including the ability to embed posts on your website. That being said, Facebook has officially replaced the news feed algorithm from EdgeRank to Story Bumping.

What is Story Bumping?

With EdgeRank, Facebook news feeds used to be organized based on freshness. The newest posts would be visible to a user first and would be prioritized over older stories. In short, this often meant that older stories would likely get buried towards the bottom of a user’s news feed.

Story Bumping helps change this, and takes into account all posts a user has seen and pushes unread stories to the top. This means that when users load their news feeds, it will populate stories that are new to each user. Regardless of the time they were posted, even stories that may have been previously missed will be pushed to the top of the news feed.

Facebook stated that in testing, story bumping has already resulted in an increase in interactions (likes, comments and shares) with different stories.

Wait, there’s more!

Another change rolled out is related to the way Facebook organizes the news feed, and is based off your last 50 interactions with the site. This new feature is called Last Actor and is another signal that the algorithm will use to prioritize posts in the news feed.

Last actor will review an individual’s most recent Facebook activity, which means that the social network is adding more real-time signaling to help decide what should show it the user’s news feed.

What does this mean for Marketers?

The ultimate goal of all these changes is to encourage brands to create relevant content that produces interactions from users – whether it’s likes, comments or shares. While the algorithm changes have an impact on businesses and marketers, it’s important to note that these only apply to organic content. The Facebook ad system uses different algorithms to promote posts.

Story bumping has the potential to open the door for brands and marketers, as it will allow extended visibility for content, even for users who might have missed it when it was originally posted. Along with this, Last actor provides added visibility over shorter time periods – taking into account real-time interactions.

Final thoughts: You no longer have to worry about your posts getting lost in the news feed because they’re a little old. If you’re putting out good and relevant content, and people regularly interact with your posts, they will get seen.

Only time will tell how users react/interact with this content. What do you think of these changes?

Image via Flickr.

 What You Need To Know About Facebook’s New Algorithm
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4 Types of Social Media Mistakes

oops 300x248 4 Types of Social Media MistakesThere are many examples of social media infractions by companies, but the good news is that these types of experiences force marketers and senior executives to take notice and become more responsible about social media. In an earlier post I shared tips on how organizations can respond to criticism on social media.

While examples provide a good baseline of what “not to do,” they also help you take a step back and explore the different types of social media mistakes you should avoid. Here are a list of top social screw-ups and what you can do to avoid them:

Mistake #1: Lacking a Presence

Not having a social media presence could be considered slander in today’s digital marketing world. Social media gives your brand the opportunity to have a voice that reaches a wider and diverse audience. Solution: Learn to let your hair down, be open, insightful and deliver to your targeted demographic. Also take some time to listen to what others are saying about you – this will help you understand the general sentiment and deliver content accordingly.

Mistake #2: Poor Customer Service

Sub-par customer service and poor-performing products have no place in today’s social landscape. Consumers are quick to share their dissatisfaction, whether it’s Twitter, Facebook or any other social platform. Solution: Listening will help you capture negative experiences customers are sharing. As an organization you need to set certain expectations and make it right with the customer.

Mistake #3: Poor Responses

Whether it’s taking too long to respond or offering oblivious responses to consumers – these are all reflective of your brand. Many companies are past due in realizing that anyone using a corporate account speaks as the voice of the company across social media. Solution: Offer organizational social media training that is compliant with social protocol and will also help mitigate embarrassment for your brand.  

Mistake #4: One-Time Fiascos

The reality is that mistakes happen (although one could argue that some are more obvious than others). Some mistakes even originate outside of social media, but the new digital landscape offers consumers an opportunity to relay their opinions and responses quickly. Solution: Create a social media disaster plan. The worse possible response you can have to a social media mistake, is no response at all. You need to show consumers that you care. This means developing a plan to get out a message, apologizing and participating in the discussion.

Are there are other mistakes/solutions that you’ve come across? Share them in the comments below!

 4 Types of Social Media Mistakes
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Top 4 Content Marketing Mistakes

Content Marketing mistakes 300x200 Top 4 Content Marketing MistakesIn an earlier post I discussed how content marketing plays a key role in my overall social media strategy. Great content should inspire loyalty and interest from potential consumers. As more companies embrace the importance of content marketing, there are still many common missteps. Here are some content marketing mistakes to avoid:

Mistake #1: Not setting clear goals

Attempting any type of content marketing without having any clear goals in mind is pointless. Your content will not be able to achieve what you want if you don’t even know what you want. What can you do? Take the time to develop goals that support your overall business strategy. Examples of some goals might be:

  • Increasing website traffic
  • Generating social referrals
  • Building brand awareness

Once you’ve established your goals, then you can create action items that can help guide your content marketing strategy.

Mistake #2: Not involving other departments

In many organizations content creators often work in silos, and more often than not these content creators are not communicating with each other. This results in confusion and mixed messages for consumers. If two departments are writing about the same topic without talking to each other, then this not only creates duplicated efforts, but if the content is not consistent, then it may confuse your customers as well. What can you do? Create a master editorial calendar that guides content for multiple platforms. This will encourage consistency and collaboration.

Mistake #3: Only using the blog to market your content

Are you only using your blog to market content? In order to broaden your reach you should include channels your customers are already using, and exploring different ways your content can be shared. What can you do? Try leveraging blog posts to develop infographics or even including videos in your blog posts. Exploring different channels may inspire additional opportunities for you.

Mistake #4: Talking too much and not listening

Nothing is more annoying than a brand that is always selling. If this sounds like you, then you’re missing the opportunity to engage with your readers. Listening to what your consumers are saying about you and other interests will only help you learn more about them. This will also give you the opportunity to respond to relevant concerns. What can you do? Try asking questions, or even responding to questions your readers put forward. You should also try engaging with the social community – share interesting and relevant content from others. You’ll be surprised at how much this can expand your reach!

Have you come across other content marketing missteps? Share them in the comments bellow!

Image courtesy of Under30CEO.

 Top 4 Content Marketing Mistakes
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Understanding Social Media Customers [Research]

As a social media marketer, content marketing plays a key role in my overall social media strategy. Content marketing is not only focused on selling, but it should also inspire loyalty and interest from current and potential customers. With that said, as a business you should know who you’re trying to target. Many businesses attempt to appeal to everyone, but this can often lead to mixed messages and sometimes confusion. It’s important to narrow your market and select a niche to focus your social media content marketing efforts. This will allow you to craft targeted messages and content that will attract the customers you’re looking for.

Understanding Social Media Customers

I recently came across a study by VisionCritical which identified important factors for organizations to consider when trying to understand their social media consumers. The data was focused on their behavior and actions using different social platforms. Here are a few key points the study brought to light:

What social networks are your customers using?

In order to use social media to reach your customers, you need to understand where to find them. Understanding what customer segments are using which social networks is key. This will help identify opportunities and direct your social media strategy to address the needs of your different customer segments.

Social Media Audience Pinterest Facebook Understanding Social Media Customers [Research]

Question: Which of the following social media sites, if any, do you use?

What do they want from your social media presence?

Users engage on social networks differently. For example, users may turn to Pinterest to learn about DIY projects, or Twitter to learn about current events. As a brand you need to understand what your customers like to do on each social network, and most importantly how they want to engage with you. The keys are to provide content that is relevant and understand the tone that resonates with your users.

Presense on social network Understanding Social Media Customers [Research]

Does purchase lead to sharing or sharing lead to purchasing?

The study identified that the relationship between sharing and purchasing is largely dependent on the individual. There are instances where social sharing is a very weak indicator of purchase intent, but in other cases social sharing can lead a consumer directly to a purchase. The study found two important data points:

  • 41% of people purchased because they just happened upon it while researching and they hadn’t even thought about buying it
  • 88% of people purchased by searching for it and were already thinking about buying it or something like it

Key lesson: Ask your customers whether they share during their discovery process. This will help you focus your social outreach to customers who are actually researching your products.

You can find the entire study here (highly recommended). Research and images courtesy of VisionCritical.

 Understanding Social Media Customers [Research]
Posted in Customers, Online Marketing, Social Media | 1 Comment

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