Tag Archives: Facebook Ads

Facebook Custom Audience Targeting with Your Emails

11 Nov


It’s been said over and over that Content Is King. Sure. But if the content is never read, viewed, or heard by anyone, then it’s not very royal.

If content drops but no one sees it, does it make any impact?

You must spend some dollars on advertising to promote your content or no one will ever see it.  But what’s the best way to throw some money at this problem? Advertise to only to targeted demographics or geography? No.

Take one step back – do you have email addresses of your current or recent clients? Let’s start there. Facebook’s Custom Audience Targeting allows you to serve up that ad to a specific group of people for whom you already have an email address.

Facebook won’t let you pick and choose specific people by name to whom an ad will be served but we can serve up ads to people whose email addresses match! In Facebook’s view, if you’ve already got an email address, then there’s a reason to speak to these people in specific voices.


Here’s for whom it works:

Business to Consumer – Create targets ads for:

  • Your current customers
  • Specific customers part of your loyalty program
  • Potential customers who have signed up for specials or info

Business to Business – Create targeted ads for:

  • Prospects and candidates


Here’s how it works:

FB1 cat

1. Go to Manage Ads on Facebook and click Create Audience button (far left)


FB2 cat

2. Choose Customer List


3. Click Upload File and select your spreadsheet with your email database


One issue to watch is the percentage of your email database that matches with Facebook users. One large franchise system with whom I spoke at FranTech 2015 has seen a match of between 60 – 70%. And an even larger global brand client of mine saw only about 50% match. Why the discrepancy? Consumers are signing up for your offerings with a different email address than what they used to sign up for Facebook.

But still, specifically targeting half or more of the people in your email database is a fantastic and economical way to reach your customers.



Is Facebook Replacing the Internet?

3 Nov


Facebook. It’s where your customers are.

Just a couple of years ago, many digital marketers frequently forecasted the end of Facebook:

It surely won’t dominate for long. There must be some Facebook killer out there. Be platform agnostic – don’t build your business only on Facebook.

But now, unless your customers are a small niche group, they are on Facebook and spending more time on Facebook than ever!

Sure, there’s also still great value in Twitter, Instagram, LinkedIn, and … well, I guess just Twitter, Instagram, and LinkedIn. Snapchat, Pinterest, and the rest all have their place, and are great for some brands and audiences, but not all.

Play the numbers. Your customers are on Facebook and spending less time on the non-Facebook portion of the Internet. And that portion may be replaced or eaten by Facebook. Here are some parts of your digital world that may soon be replaced by Facebook and a next step for each to help you prepare.

1. Facebook Replacing Your Company Website

Some consumers already won’t leave the “Friendly Confines” of Facebook. In the months and years ahead, fewer of them will be likely to leave and go to some corporate website.

If your digital marketing strategy only focuses on driving people from Facebook to your website, consider skipping this step and engaging that audience while they have given you some attention.

What activity can customers do on your website that grows your business? Ordering product / eCommerce? Making appointments? Downloading videos? Do that same thing on your Facebook page.

Next Step: Look at your website and replicate the business-driving activity.

2. Facebook Video Replacing of YouTube As a Social Video Channel

Facebook is taking a big bite out of YouTube’s video ad business. At the same time, we should look at the current state of using these platforms to share organic video content.

YouTube is amazing, but it’s a repository, not a social channel. Sure, continue to upload all of your videos there for consumers to find through YouTube / Google searches, but don’t drive your Facebook fans there. Where would you prefer customers spend a few extra minutes? On your Facebook page where they can engage and communicate with you or on your YouTube channel, which lends itself more to snark from trolls than genuine customer engagement?

Next Step: Start posting your original video content direct to Facebook, not links from YouTube.

3. Facebook Ads Replacing Online Ads

The Ad Blocking trend is a HUGE opportunity for your brand on Facebook.

Ad blocking tools block nearly all types of mobile ads. But what’s not stopped? Facebook boosted posts (as well as Twitter promoted Tweets and other social ads).

Steve Rubel of Edelman recently wrote that this situation will make earned media more valuable and I absolutely agree. The way to best draw new customers to your brand is with interesting and relevant content. And the best way to attract consumers to that content in the first place is by paid ads on social channels.

Next Step: Jump into Facebook ads, particularly boosted posts now.

What other parts of the Internet do you think may soon be eaten by Facebook?

Please share in the comments section below. We’ll continue this discussion on this week’s episode of Social Geek Radio with my guest digital strategist and author, Chris Adams!

Franchise Sales Using Facebook

5 Oct


How much of your brand’s Facebook activity should be devoted to franchise sales efforts versus consumer marketing and engagement?
Many franchise systems with whom I’ve spoken in the past several years have struggled with balancing their social media communication for consumers and their engagement with potential franchisees. Some designate a certain amount of content on the page for consumer marketing and an amount for franchise development. Others create completely separate Facebook pages for their franchise sales messages.

I don’t recommend either of these practices; all goals of marketing a franchise on Facebook can be achieved in a more holistic approach.


Your Page Versus Their Feed

First, let’s stop thinking of Facebook pages like websites with certain amount of real estate devoted to various parts of your organization. A Facebook page is really just your starting point.

The true power of Facebook communication lies in users seeing your brand and your news on his or her news feed, not on your Facebook page.

It doesn’t really matter what’s on your page. Very few people are ever going to seek out your page and view it the way people once did with websites. Typical consumers won’t be confused by your franchise sales messages because they don’t see them.


Organic Versus Paid Target

Your messages may be seen as organic (free) posts, which will reach 2% to 20% of your fans, depending on your fanbase size. But more likely, your messages will be seen in the form of boosted posts or other types of paid advertising. The reach or size of audience depends how many dollars you want to spend.

Target your paid content by the demographics of your franchise sales candidates. This goes beyond just age and gender; target according to your typical candidates’ interests, industries, and more.

Even within your group of franchise sales posts, you may want to change up content or demographics based on location. Messages promoted to Texas candidates might need to be different than those promoted to Florida candidates.

Your brand’s fans and your franchisees’ customers won’t see that content. With a few exceptions, I typically don’t see anything wrong with showing consumers some franchise sales-specific social media content. But when paying to boost and target Facebook posts, it is cost prohibitive to show all messages to all people.



Franchisors: Don’t Do Facebook Promoted Posts from Your Brand Page.

22 Mar


Facebook Dollar 11


You need Facebook ads and promoted posts not from your brand’s Facebook page, but from all of your franchisees’ Facebook pages.

By pushing out ads from your franchisees’ local pages, you’re ensuring that 100% of this investment is going toward potential customers near your local units. If you only boost posts from a brand page, you will be spending many dollars on advertising to people who are 500 miles from your nearest franchisee, even when using demographic targeting on your brand page.

And those people who are far away miles from your nearest franchisee? Target those folks with your Franchise Development story in promoted posts from your brand page or special Fran Dev pages!


Social Geek Tip for Next Week: Download Facebook Ads App

6 Mar

facebook ads app icon


Be sure to download the new Facebook Ads Manager App.

It’s a simple and easy app for managing your Facebook page’s ads. I have been using it for two weeks now and have found that it’s much faster to jump in and make changes to any ads than going through Facebook.com. 

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.


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.


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!




3 Steps to Increase Facebook Engagement

20 Feb

Facebook Fan Page + Facebook Post + Facebook Ad

Last week’s International Franchise Association Annual Convention included several opportunities to learn about localizing social marketing from new IFA member Facebook and its representative Brian Wheelis, Manager of Agency Management Operations.

Brian shared valuable data including new research on where consumers are spending their time on Facebook. The good news is that they are spending more and more time on Facebook. The bad news is that they may not be spending their time on Facebook with your brand. We can fix that in 3 easy steps…

1. Create Engaging Content on Your Fan Page

Many brands’ Fan Pages consist of a slick picture and a blatant advertisement. Why would anyone return to this page after his or her first visit? Very few brands will garner millions of fans due only to loyalty and without having anything interesting on their page. These include Apple, Starbucks, and … I think that’s all.

 Your page must include something of value to a consumer: coupons, freebies, rewards, virtual gifts, or downloadable digital content.

 Value can also be in the form of assets or tools like informational (or fun!) videos, financial calculators, “ask an expert” type features, polls, quizzes, contests, and games. Remember, it must be valuable for the consumer and potential customer, not just for your brand.

 All of the above must be refreshed frequently with new reasons for the consumer to come back. Each time something new is created on your page, you must do step 2: create a post.

2. Publish a Post About Your Page’s Content

You can build the most engaging, fun, or valuable Fan Page on Facebook, but if no one knows about it, they won’t come. Facebook currently has over 800 Million users, but I’m guessing most of them are not looking at your Fan Page right now! Well-executed posts will drive some of them there.

Users spend 27% of their time on Facebook looking at their News Feed. And, with the proliferation of smart phones, most mobile users are looking at the News Feed exclusively. So on a regular basis, post a status update inviting everyone to come play your game, take your quiz, or get the new coupon. This is the quickest, easiest thing to do in all of social media! Write a little text, add a link to the tab on your Fan Page where the feature lives, and submit.

Your update will be seen by your fans on their News Feed and Ticker. Next, we move beyond your fans with step 3: create an ad.

3. Create a Facebook Sponsored Story About With The Post

The Facebook Ad, or more specifically, the Sponsored Story, is the spark that will ignite the inferno on your page.  Facebook’s Brian Wheelis says that these ads will be seen by 3 to 5 times more Facebook users than the post alone.

Why? Facebook Sponsored Stories appear not only to your fans, but also to their friends.

That’s the key! Too many brands focus only on the number of fans they have accumulated. That number is important, but the goldmine is in those Fans’ Friends.

Our team at Engage121 has recently launched Engage121 Version 2.1, which now includes the ability to instantly create a Facebook Ad out of your status update. More importantly, you can also instantly create multiple localized ads for each of your franchisees’ or outlets’ local pages.

A marketing misstep is spending too many resources on converting customers to fans. If that sounds backwards, it’s because it is! Yet we see it everyday: print displays or customer service messages asking current customers to become a Fan. I supposed that has had value, as you do want your customers to be a part of the community. But don’t stop there; the people seeing those “please Like us” messages are already in your store, visiting your website, or receiving your invoice! Don’t market Social Media to them; market your business to new people using Social Media. Using the above 3 steps will refocus your attention to converting Fans (and their Friends!) to customers!


Fan Pages:                       Seen by your Fans

Posts:                                 Seen by your Fans in   their newsfeed

Sponsored Stories:    Seen by your Fans and their Friends


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