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5 Reasons to Jump on Facebook Ads NOW

15 Apr

Facebook Dollar 11

Some marketers are hesitant about the need to spend marketing budget on Facebook advertising and why / how / where they should find those dollars. A sensible Three Step Process for succeeding in the new Facebook landscape includes creating content most likely to be shared by consumers, putting ad dollars behind it to boost it, and enabling your community to make you part of their community.

Here are 5 reasons why this small investment will pay off.

1. Impressions rule. We talk a lot about interactivity and engagement. But don’t underestimate the plain ol’ audience impressions you’re gaining with Facebook ads. We may not know how great the positive effect of social media impressions are on your brand for years.

Look at TV advertising: buying habits in 2014 are influenced by TV ads from many years ago. If you want to influence the brand of beer I buy today, you should go back in time to 1989 and make better beer ads. That Spuds MacKenzie…he was rad.

  

2. The cost per impression for Facebook ads is almost nothing compared to that of television or newspapers. And your Facebook ad may actually interact with a consumer as opposed to getting skipped on DVR or never read.

herb2

Media Sales guru Herb Tarlek says,
“Newspapers: Kids today don’t read.
And Television: Stinkerino.
Facebook: where your ad dollars buy more!” 

 

3. Even better news is that your competitors may now be on their way off of consumers’ radar. Let your competitors complain about the lack of organic reach and wish for the glory days of 2012. Meanwhile, you can spend a few bucks, target ads to your demo, and be where your competitors’ customers live in 2014.

 

4. He with the best creative wins. Facebook may be like the Super Bowl in that all of the best content will be paid advertising.

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5. You’re proving your product’s value.

Brands behave now on Facebook like record labels or recording artists have always been with radio – looking for free airtime or spins of their content on media that someone else owns and controls.

There’s a lot of competition and limited amount of space and time for your fans. If you want to guarantee exposure, you will need to pay. If you’re not willing to do an inexpensive add buy, then how confident are you about your business?

henry ford

Good Brands Build Their Communities. But Great Brands…

9 Apr

Facebook Heart 1

 

Many marketers are talking about organic reach on Facebook decreasing rapidly. It seems no one realizes that organic reach has been low – under 20% – for

well over a year. But as reach does continue to drop, it’s time to grow your community before it’s too late and there’s no organic content seen again. Or perhaps I should say it’s time to become part of your customer’s community.

Good brands grow their communities. Great brands become part of their customers’ communities.

This is going to take a three-step process that will rely on your community as well as some ad dollars. It will also require the best, most engaging content you’ve ever created!

 

Step 1: Create engaging content that people want to share

What do people want to share? Marketing messages? Flashy offers? 

No. It must be something that makes them look cool / smart / sexy to their friends. You must create something that will give consumers the dopamine hit they crave each time they share a post.

 

Step 2: Pay for ads with that terrific content

What are you prepared to do? I hope the answer is spend a buck or two on Facebook ads. It’s time to see Facebook as an advertising channel, not a free news service. Mr. Zuckerberg, you created the most intersting communications channel since television. Here’s your dollar.

The good news is that it really only takes a dollar (or a few dollars) to be in the game. Facebook ads are really cheap right now considering the reach you can get versus TV, newspapers, or even email marketing.

 

sean c 1 What are you prepared to do?!?
All of this “new” Facebook work is going to take a bit of courage, faith, and maybe some of the Chicago way.

 

Step 3: This is the easy one…and it’s out of your hands.

Remember in Step 1 where I said you had to create the best, most engaging content ever? This is where it pays off. Your fans and their friends who saw the ads and posts will share them.

A typical overly commercial, online-banner-ad-looking piece of junk will get ignored just like TV commercials and banner ads do now!

 

 

 

FranTech Preview: High Tech Lead Generation

26 Mar

 FranTech1

 

One of the FranTech panels to which I’m most looking forward is called The New Era of Lead Generation and will be led by my Social Geek Radio Co-Host Deb Evans.

The speakers on the panel include:

Jason Paulo, President & CEO, Monkey Bizness

Chad Stewart, Director of Marketing and Network Vision, AlphaGraphics, Inc

Susan King Glosby, CFE, VP of Operations, Fit4Mom

Moderator: Deb Evans, CFE, President, Franchise Foundry

 .
The panel will review new tools and technology franchisors are using to:

  • Get the attention of prospects and franchisees
  • Building relationships
  • Increasing visibility
  • Collaborate & Conference

 And – Tonight – Wednesday March 26 – 8pm ET / 7pm CT – join me live on Social Geek Radio as I ask Deb and special guest Susan King Glosby more about the tech they’re using to reach franchisees and get a taste of what to expect at FranTech!

 

Listen Live to Social Geek Radio

Or

Download from iTunes right after the show!

 

 

 

 

 

Digital Marketing Best Practices for Franchising on Social Geek Radio

16 Mar

SGRfeatured
This Wednesday night on Social Geek Radio, my guests will be Ken Colburn, CEO of Data Doctors and Chair of the FranTech Task Force, and Alisa Harrison, Senior VP of Communications and Marketing for The International Franchise Association. We’ll discuss the latest updates about the upcoming FranTech conference and get an overview of the keynote speakers. We’ll also talk about what to expect at the event and how franchisors, marketers, and tech geeks are slowly taking over the world.

Join us live on Social Geek Radio Wednesday at 8pm ET/ 7pm CT

 Or

 Download the show from iTunes immediately after.

Automated Marketing and FranTech! Social Geek Radio

15 Mar

SGR

 

Click here for last week’s episode:

Automated Marketing, FranTech 03/12 by Social Geek Radio | Technology Podcasts.

5 Things To Stop Saying if You’re in Marketing, PR, or Communications

13 Mar

bullshit-meter-2
Marketers and Communicators are as likely as anyone to fall into the bad habit of using trendy slang that makes them sound unprofessional. But, for those of you in these fields, your words are your tools (and weapons)!

So use your big boy words if you’re a dude, cut the vocal fry if you’re a grrrrl, and communicate more effectively by cutting these annoying words and phrases out of your vocabulary.

 

1. “Ummmmm…”
I don’t mean “um” as a mid-sentence pause. Most people say that. I mean don’t use “um” to start a sentence and to show disagreement with the topic at hand.  This is manufactured hipster awkwardness. And speaking of awkwardness…

 

2. “Awkward!”
No explanation of this is needed. The next grown man who says this in a high pitch in my presence will get punched in the throat.

 

3. “Yeah yeah yeah yeah yeah”
When you agree with someone, just say “yeah”. “Yes” would be better. “Yeah yeah yeah yeah” tells the person that you really mean “Yeah, I agree, now shutup already.” 

 

4. “Right right right right right”
See #3

 

5. “The Ask”
Stop using the word ASK as a noun. It’s a verb.  There are many nouns that you could use instead including requirement, proposition, request, demand, investment, and question. These words may stop you from sounding like an empty suit.

 

The Ultimate Secret to Facebook Marketing: How Often You Should Post!

7 Mar

 

Question: “How often should I post to Facebook?”

 

Question mark 

 

 

 

Answer:

If the stuff you’re posting has value to your community, then often.

If it has no value to your community, then never.

 

 

Have a great weekend!

 

Share Images on Facebook, Not Videos

3 Mar Totally engaging puppy photo courtesy of Hy-Vee's Facebook page.

If a picture is worth 1,000 words, a video is worth at least 500.

I recommend including photos and images over video on your brand’s Facebook posts in most cases.  An image can let readers take the story in their own direction, while videos are at times too limiting

 More importantly, images with text are easier and quicker for your readers to consume and with which to engage

How many times have you clicked an article from a news gathering site and were lead to a video that you had to watch? All you really wanted to do was skim down to read the part that interested you. Many readers simply don’t watch the video. Some watch it and may be disappointed.

Videos are fantastic for in-depth explanation and full feature story telling. But for faster interaction and engagement on your Facebook pages, nothing beats an image. Except images with dogs and cats. 

Totally engaging puppy photo courtesy of Hy-Vee's Facebook page.

Totally engaging puppy photo courtesy of Hy-Vee’s Facebook page.

IFA Digital Marketing & Technology Summit Roundtables

13 Feb

IFA logo 2014

One of my favorite parts of each International Franchise Association Convention is participating in the Marketing and Technology Roundtables. Here’s the info for this year’s Summit:

Digital Marketing & Technology Summit
Sunday, February 23
9:00 am – 12:00 noon           

The feature presentation, Innovative Lead Generation for Your Entire Franchise System, includes speakers Christine Merritt, Head of Business Development, Google and Lana Khavinson, Group Product Marketing Manager, LinkedIn. Ken Colburn, President/CEO, Data Doctors Franchise Systems, Inc will moderate this discussion.

After the presentation, participants will have the opportunity to share ideas and strategies on a variety of technology-related topics at roundtables led by experts in the field.

Please join me for my Roundtable, Facebook Contests and Coupons. We will discuss promotional offerings on brand and franchisee Facebook pages for contests, coupons, and other tactics for driving customers into your franchisees’ locations. 

Facebook-Contests

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