Social media is the key to reaching untapped markets and engaging with other merchants and sellers for partnerships. Engaging with them lets them know the business exists. Posting on a regular basis makes them aware of the brand’s activity which encourages people to reach out get to know the product or service. When this happens, it’s a must to respond in time to convert curious visitors into customers. The positive customer experience with an online marketing agency is a form of engagement, a product of SMO.

Engagement: A Measure of Social Media Success

Engagement measures how much and how often users interact with the content on the brand’s social account. Each social platform has a metric measuring social media engagement.

Below is a breakdown of the different engagement touch points from the social platforms. Any form of sharing leverages engagement and amplifies its effects.

Facebook

Organic Likes

Paid Likes

Unlike

Mentions Impressions

Links Clicked

Reactions: The reaction button on a post enables users to share different reactions to the content – Like, Love, Haha, Wow, Sad or Angry.

Twitter

Replies: a user sends a tweet directly to a handle. Replies appear to the brand’s and user’s feed as well as the feeds of users following both handles

Favorites: a user approves or likes a tweet

Instagram

Likes

Hashtags

Followers Gained

Comments: proof that audiences resonate with a post

LinkedIn

Likes

Comments

Interactions: the number of times people have liked, commented on, or shared a post.

Engagement Rate: the number of interactions, clicks, and followers acquired divided by the number of impressions

Engagement metric highlights the success of social content. The number of clicks, likes, comments, and shares of individual posts are all part of the core engagement metrics. To maximize its value and make use of the date from each social platform, it helps to calculate the average daily response rates, response rate, and inbound messages over replies sent from day-to-day operations or within the selected date range. Knowing which social media engagement metrics to track generate accurate data to improve audience reach, social media performance, social media marketing.

However, social media engagement isn’t successful if the brand’s goal is to gain viewers and increase follower count without a proper content strategy. There’s still an extensive online community still unreached and untapped which a business can access through social media engagement. To balance its time between developing engagement efforts and building a content strategy, it can use tools to automate responses, manage discussions, schedule posts, and track engagement metrics. It’s critical to ensure each conversation with a customer resolves a problem and ends in satisfaction.

Ways To Utilize Social Media Engagement Metrics

With several social platforms to utilize, the brand must double its focus on how to encourage activity from different users. Targeting the metrics is the key to promote engagement.

There are several ways to enhance audience engagement to help target company goals. Below are some of the techniques to use the findings from social media engagement.

1. Gather a team to work on social media presence.

The company must have a team answering questions, responding to comments, and concerns to ensure full-customer engagement. The team must be ready to tackle incoming queries and equipped to supply information to all inquiring users.

A social media team must have:

• Content Creators – They come up with ideas to create and schedule content. They keep the brand active on social platforms by consistently filling the editorial calendar.
• Community Managers – They keep transactions on a positive note and maintain the situation and news about the brand positive.
• Public Relations (PR) – They handle brand exposure, partnerships and collaborations with customers, clients, and businesses.
• Sales – They provide specific content to drive engagement among specific parties.
• Support – They are members on standby yet always available in case problems and other glitches along the way.

2. Plan content based on data.

The metrics shows which post types and content gain much attention. It distinguishes the attract followers and which don’t.

3. Concentrate on a demographic.

Facebook Insights provides a breakdown of your audience. It shows the gender, age, and location of users engaging with the brand’s posts. The engagement metrics show the trend and movement of the audience and notify the brand to drive its marketing campaign towards the right market.

4. Gauge the success of marketing campaign and product launches.

Immersing in social media gives customers a chance to address their comments and feedback on the brand’s product and services.

5. Assess growth and performance.

Social media metrics quantify the performance of the business. Following the engagement, rate presents the rising popularity, growing community, and increasing conversion rate.

6. Discover brand enthusiasts and influencers

People who are always on the platform can boost the brand’s exposure through initiatives and projects.

Social media engagement takes the bulk of the work of SMO. When the business learns to treat likes, reactions, comments, and follower count as a form of communication with users; it gains access to audiences and potential customers on various social media platforms.

GIFs taken from Giphy

Icons by Raphael Silva

The post Social Media: The Right Engagement Metrics appeared first on Internet Marketing Reach.

Like services of varies digital marketing firms, SMM and SMO are becoming powerful strategy and campaign to leverage business goals and targets. Since most customers are now online, it’s a must for companies to diversify their marketing strategies.

Why Invest in Social Media Marketing (SMM)

On average, Facebook has 2.2 billion active users in the last quarter of the year 2017. Instagram has 800 million monthly active users where 80% of its population comes from different parts of the world. Twitter has 330 million monthly active users. These numbers show users who can be your audience and customer. Signing up for a social media platform enables you to build an account to reach these users to market your products and services as well as inform them of your brand. Thus, social media is a communication channel. It provides content while establishing engagement with your audience.

There are several social media sites, but these five are the most popular among users:

• Facebook
• LinkedIn
• Twitter
• Instagram
• YouTube

There is no right or wrong social media platform, but it pays to be in an online community where a brand can acquire most of its audience. Thus, it pays to ensure that the business and the user will be using the same platform. That way, the firm takes the highest return on investment (ROI) from its niche.

How To Integrate SMM to a Business Strategy

Start by setting up accounts on chosen sites. Signing up is free while deleting the accounts is simple so it’s a quick way out in case the marketing strategy doesn’t work out. Still, some social media sites offer targeted campaigns through paid ads and promoted posts. These features help the company concentrate on specific demographics which is helpful in gathering data for crafting campaigns.

The bulk of the work of SMM comes in maintaining the feed. The content will be the users’ basis to know, like and trust the business. Content planning must be part of the process for SMM to become successful. Other than the consistent posts on social media accounts, engagement is a must to maintain relationships with customers and share information about the product or service. Using a post automation tool keeps the social media feeds updated without struggling to catch deadlines. Combing the tool with an editorial calendar takes off the pressure of pulling off the marketing campaign.

The audience will grow along with the business so outsourcing a social media manager will be beneficial to manage campaigns. An additional hand efficiently builds a highly visible relationship with prospects and spread content to turn visitors into loyal followers of the brand.

Social media sites have billions of monthly online users, an untapped market by several brick-and-mortar businesses. Though users have preferences, having them as part of your audience is better than losing the opportunity to increase your online network. Integrating SMM into company marketing strategies results to high ROI especially when a campaign is a hit

Now that SMM is out of the way, what about Social Media Optimization (SMO)? What is the difference between SMM and SMO? Does an enterprise need to implement both online marketing strategies?

What is the Fuss about SMO

Social media optimization (SMO), which is also called search marketing optimization, is the process of improving a website to make it “sociable.” Digital marketers and webmasters optimize their site to make it visible on the web. SMO provides the audience ways to connect and interact with the business.

The techniques in SMO aims to drive traffic to the site through the brand’s social media presence. The process boosts site ranking which may also increase conversion rates. Furthermore, it solidifies the business’ brand as quality content and engagement become consistent across all channels. SMO focuses on a website’s traffic and data with the help of SMM. Meanwhile, SMM centers on publishing content, spreading awareness, and maintaining engagement on social media platforms.

Business must implement both to support their digital marketing strategies. SMO will not exist without SMM while the latter can stand on its own. However, practicing SMM without the support of SMO doesn’t maximize the influence of your brand.

Social Media as a Powerful Marketing Tool

Like everything on the Internet, social media transforms with the blink of an eye. Platforms started out as online messaging systems until they became tools to publish content real time. It pays to invest on SMM and SMO to gain access to markets and industries across countries. Before diving into a marketing strategy, remember to take the guesswork out of working on an online network. Knowing the stipulations of each platform is the key to successful marketing implementation.

The post Social Media: A Sampler on Marketing and Optimization appeared first on Internet Marketing Reach.

Whether a self-learner or a veteran, there’s still a bunch of things to learn in this fast-paced industry. Thus, they rely on the information from the community and other fans who follow the topic. Since a lot is going in digital marketing, the content people consume must be informative and essential to the rest of the community.

If you have been under a rock, here are five blogs you must bookmark to be on top of online marketing news, updates, and techniques.

1. Moz

The blog is the go-to-guide for everything related to an SEO company – analytics, keyword research, link building, and content writing. It also has topics that can bring your online marketing skills to the next level. There are posts relating to branding, design, social media, and user experience (UX).

What’s unique about the Moz blog is how each published advice, how-to, and insight is comprehensive. Beginners of SEO can grasp the concept behind each idea because of the simplicity in each explanation. Most of all, some posts come in a different format. You can read, listen or watch. It’s up to you how you plan to consume the information.

Reason to bookmark: Whiteboard Friday SEO lectures by Rand Fishkin

2. Content Marketing Institute

Explore a community of content creators and providers through Content Marketing Institute. The website has articles and resources on content creation up to distribution. It even covers the editorial process as well as the tools and techniques used in generating content for mobile and desktop platforms.

On top of the tips and tricks from the published posts, the website also features what’s new in the content writing strata. There are also announcements on training and events for budding writers, marketers, and those who wish to leverage their existing skills.

Reason to bookmark: Free browsing of Chief Content Officer, a print, and digital magazine published quarterly

3. Kissmetrics

Real-time results and progress need representation. Kissmetrics provides studies and analysis on behavior-based engagement on social media. The blog, on the other hand, is an excellent reference for statistical reports between websites. Besides the comparison, it also includes the tools they use to arrive at the solution.

Kissmetrics is a useful guide to those who want an in-depth understanding of analytics. The blog also includes a discussion of SEO techniques as well as catchy and real-life sales and business operations relating to online marketing.

Reason to bookmark: Articles that explain the importance of conversions

4. Copyblogger

Investing in content marketing is the key to rank a website. As part of the search algorithm, it pays to have a solid content marketing plan and presence to maximize user engagement. A blog that provides information on such topic is Copyblogger. The company founded its operations on optimizing user engagement and traffic.

Though there exist different types of content, nothing beats the long-form writing. Copyblogger’s website has a blog that tackles writing, creativity, and productivity. It also has articles on entrepreneurship, selling and freelancing – essential life tips that will expand your career in writing or blogging.

Reason to bookmark: MyCopyblogger, an online training resource that gives you access to a course and e-books.

5. Marketing Land

The website includes everything about marketing – email, mobile, social, and SEM. It even has a section for Chief Marketing Officers and digital marketing executives. It has an ongoing post called “Marketing Day” that reports what goes on in within Marketing Land and other places in the industry.

It compiles the news within the landscape, so you don’t have to look anywhere else. The articles are a combination of online and traditional marketing. Everyone can catch up with the trends of the practices in the industry.

Reason to bookmark: Click-baiting featured images of each article

Lots of comprehensive and useful websites are available on the web. To ensure you aren’t spending your time on useless and irrelevant blogs and online marketing news, you can narrow down your search. Specify what you need so you get more time learning and less time browsing.

The post 5 Blogs on Digital Marketing To Bookmark This 2018 appeared first on Internet Marketing Reach.

One way to boost traffic and integrate the benefits of SEO through SMM is resharing content. Various desktop and mobile users with access to the Internet access daily content through social media platforms. Thus, using social media to reach users and audiences requires engaging and updated content.

An SEO company understands the correlation between fresh and timely content for the website to become highly efficient in the search engine. However, continually creating new content pushes your current masterpieces at the back row. You are missing out on potential audiences who haven’t viewed your published work.

Renewing, refreshing and recycling evergreen content maximizes the reach of your content. It’s also an integral part of social media strategy to increase content exposure. The technique increases the value of your site using less time and cost.

Here are four strategies to implement for your brand.

1. Rewrite existing evergreen posts.

You must identify which of your past posts generated organic traffic. Make a list, conduct a content audit and update. Check the links, grammar, and the content rundown. Refresh the images and social buttons. Most of all, make the content as timely as possible.

Implementing these changes cuts your effort and time to produce new content. Continually curating new and updated content is a lot of work. The same goes with making content to be as evergreen as possible. Thus, resharing existing content doesn’t only refresh the feed for the current audience. It’s a practical strategy for driving traffic back to your site. It generates views even when the content passes its original published date.

2. Utilize the social sharing “sweet spot” by repackaging content.

The goal is to get people to reach and share your content. Repackaging an existing content is a useful way to reach new audiences and different niche. Reframing the content based on a theme, for example, entices users to stay longer as they choose to engage on a set of related content.

There are various ways to reframe your content and keep it fresh.

A long form blog post can be:

• an e-book
• an online course
• an infographic
• videos
• templates or checklists
• webinar
• slides or presentation
• podcast
• visuals (gifs, photos, quotes, memes, and stats)

3. Reach and test with various audiences.

Though the goal is to share on social media, it helps when you vary how you share your content. This is where marketing comes in. You can use the different sides of marketing to present your content and bait users.

Using a quote or well-researched statistics can get people excited. Pair it with some attention-grabbing graphics and descriptions. You can mix and match visuals and words until you find out which works for you.

4. Automate

Instead of manually immersing yourself in the process of resharing content, you can automate the process. Scheduling your posts makes sequential gaps helpful in maintaining your brand personality. Moreover, it frees you from doing the usual work and gives you additional time to interact with fans, plan your posts and other leisure activities.

Spacing your updates brings you a wide range of followers. Though social media doesn’t make new content, it provides an avenue let your evergreen content to shine.

Responsible resharing is an integral part of overall content marketing strategy. Keeping a fresh content, regularly producing quality content an engaging with users on platforms where they are most active are the techniques you need to remember. This way, you earn followers, get more clicks and traffic that leads to better SEO results. Most of all, users won’t see the same content twice.

The post Increase Organic Traffic by Recycling Posts appeared first on Internet Marketing Reach.

Social media plays a significant role in a marketing strategy. And for you to grow and increase your traffic, merely posting your content on social media may not be effective as you think it is. Remember, your target audience may be sophisticated over time. They know what’s new and what’s terrible online. Which is why impressing your audience is a matter that should not be ignored.

Most SEO companies use social media for their marketing strategy. But the real question is, is it effective and successful enough to double the traffic? Or is it worth your time and effort focusing on that specific strategy? Yes, you may be publishing great content. But without social media to spread your content, then you might not get the desirable results. And yes, that is how powerful and influential social media is. We all already know how social media can help us boost the traffic of our website.

Optimize your content for each network

We all do know that social media have different ways to handle our images and texts. And if you are not mindful of it, there are possibilities that your content or website might not be as good as it used to be for other audiences. For instance, in Google+, it allows you to post longer messages than of Twitter. That means you have to add some variety and value to your post and take advantage of the strengths of each network. Another way to optimize your content is through adding an image. This will give your post a noticeable one than posts that don’t have. The clearer your image is, more people will most likely be interested to click your post.

Never share the same message twice

When you share your content, you will most likely have a caption or a title before posting it. And the usual guideline when posting is to include the title, a link, and hashtags. This step is effective once. But when you have the same message all throughout the entire promotion, this will trigger your audience to mark you as a spammer. And yes, thinking about what to include before sharing may sometimes be a challenge on our part, especially when we share the same content. But here’s how:

For your first post, you can perhaps post the title and the “NEW Blog Post” designator. And for your next post, you can ask your audience a question (to stir a conversation), cite a fact, share a quote or even add an intriguing fact before adding the content or the link of your website. With these methods, it can provide an excellent way to engage your audience on your content.

Develop a sharing schedule

“Is it ok to share the content more than once?” This is one of the common questions ask for most marketers. Yes, you can! In fact, contents that are shared multiple times on social media can boost strong reactions from your target audience. But there’s a caveat, though, the reactions can be a positive or a negative one, depending on how careful you are when sharing. And yes, it is not just about sharing; you also have to observe proper guidelines to effectively and successfully get the desired results without spamming.

Moreover, when sharing, it is best for you if you observe a schedule for it. Perhaps, you can share your content alternatively. If you plan to publish your content on Twitter, Facebook, Google+, then 2 hours after on the same day, you can share it on Twitter and Tumblr. Never share your content on the same account simultaneously.

Monitor your results

When it comes to social media, it is a must for you to monitor each of your posts to know if you get the desirable results. This might be another task to do, but this is one of the most important things you should never ignore. When you monitor the results, you will know if there is a decrease or an increase in post activity, negative feedback from your target audience, or even know if your audience has no interest in your content at all.

Keeping track on the activities online can help you identify which strategy you used is effective in engaging your target audience on social media. And if you notice that the results are not in your favor, then you can base your next techniques or marketing strategies through the behavior of your target audience. With that, you will get the doubled traffic for your website.

Image Source

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Experts predict gradual change in the practice as new tools and strategies are introduced so if you’re set on upping your game for the coming year, it’s vital to take a closer look at the things we’ve learned so far from the current digital marketing practice.

Traditional advertising still works, but the online arena is the boss.

There’s no denying how digitalization has changed the marketing industry as a whole. At present, and even on the coming years, traditional advertising like those on television, radio and print still work. However, when it comes to speed and reach, the only arena has undeniably taken the crown.

Now, any company can already put out online ads on their official website anytime. They don’t have to abide by the timeline of mainstream media and could use certain services to boost their posts to increase the overall reach.

The platform you use matters a lot.

This is primarily concerned with the avenues on which one boosts a particular marketing strategy. Do you target mobile or desktop users? What social media sites does your target market hang out frequently? Knowing the demographic and general profile of your audience helps you identify what platform they usually spend time at, the sites they visit and so on.

Your online strategy is just as good as how you appeal to them so make sure you boost it in the right place.

Being a perfectionist at all times can hurt you.

Nothing’s wrong with striving to reach perfection. After all, being the best is the most efficient way to ensure that people will come back to your site for more updates or purchase. However, achieving perfection is not an easy task, and it takes time to build. Rather than spending a long time perfecting your next promotional message, might as well bring it out on the right time and see how people respond.

More often than not, doing your best is already enough. It may not be perfect, but if you get the targeting right and appeal to your main market, then you get the job done. Enhancing it is part of the next process. There’s no need to get the perfect one on your first try. In marketing, perfection is a process.

Digital marketing and advertising are still growing and so should the people working for the industry.

Many people think that understanding the nitty-gritty of today’s digital marketing strategies is enough. This is hardly the case. Just like any system, online marketing is also live and growing. It continually evolves to adapt to the recent technological innovations, discoveries, and techniques introduced in the industry.

With this in mind, it’s only right to assume that what marketing practitioners know at present may no longer be as effective few years from now. Professionals working in the digital industry need to adapt to the change by educating themselves, learning about the trend and applying new practices on their current strategies. This way, they’ll have a better understanding of what works and what not, thus helping their respective companies reach more people effectively.

Social media, when used efficiently, is your wild card.

Before, the use of social media has been widely for personal communication with friends and family members. Now, it has dominated the corporate world too! Companies here and there put up their pages and accounts to easily reach out to their market. They create campaigns that fit the metrics of each social media platform and true enough, those who did it right managed to pull the attention of more people.

In fact, entities such as the social media marketing company in the Philippines have started to emerge in response to the demand of skilled professionals who can manage social media round-the-clock.

Social media is no longer a separate entity or platform in itself. It is part of the industry. It’s their powerful tool that could make or break a brand depending on how well it’s used.

There’s no escaping to the power of social media in making your company visible online and all digital marketers who wish to do better in their campaigns know that.

Change is inevitable in digital marketing and professionals involved in the field have to adapt to the change to make sure they apply techniques that are proven to work. Reassess your current company practice and see which areas need to be improved!

The post Marketing in a Digital Age – What we’ve learned so far appeared first on Internet Marketing Reach.

Social do’s and don’ts

Do’s

Post often

Although this greatly varies on the social platform, the goal is to be the top-of-mind brand, website or blog through the content you publish. In Facebook, you need to post twice daily on both weekdays and weekends. In Twitter, you need to tweet 14 times on weekdays and 7 times on weekends. In LinkedIn, post at least once per day on weekends, no weekends.

Share own and others’ contents

Strike a balance between publishing original and curated content. Never flood your Timeline or other people’s news feed with purely curated content. Your primary content strategy should be sharing your own content. When sharing other’s content, though, make sure that you read the entire post first to ensure that it is indeed valuable to your readers.

Share various posts

Also, don’t publish the same content and the same type of content over and over. There are many different types of share-worthy social content such as infographics, content with images, and interactive content. If you need to share a particular link within one day, space it out or else, people will think you’re a spammer. You’ll only annoy your audience and alienate them with your purpose.

Share niche-relevant posts

Be wary what you are sharing with your target market. We can only say that it’s a valuable piece of content if your audience will learn something new or find something useful from it. Definitely, this will depend on the goals of your social media marketing. It would be best to define your goals first and make it realistic as possible.

Be grateful

Let your audience know that you are serious about building a lasting relationship with them. Follow back. Comment back. Someone tagged you in a post, comment. Thank anyone who shares your post. Engage your audience through encouraging interactions. You can start conversations with asking questions or opinions. This will not only lead to relationships and goodwill but also gets your brand more exposure without forcing it.

Don’ts

Overshare

Again, learn the basics of posting frequency on each social platform you are at. Don’t share other people’s content too frequently. It will only confuse your audience as to which brand you are promoting – yours or theirs. Don’t publish an update with too many hashtags on it, too. Maintain the right balance and healthy mix of posts.

Share irrelevant information

One tendency is sharing filler content pieces just so you have something to post. No. It would be best to have a social content plan at the start of the month that you can work or build upon. In this way, you won’t struggle on what to post next.

Be inconsistent

Consistency is key when doing social media marketing. Never publish or share too many posts in one week and only a few the following week. This only ruins the expectations of your target audience. Eventually, they will disengage with your business altogether.

Solicit engagement

Never buy followers, likes, and subscriptions. These things offer no real value so it’s just a waste of marketing budget that you should’ve invested on other important things such as creating original posts. Also, numbers of shares, likes, and the likes are just vanity metrics that are punishable by Google once it confirmed that these came from link farms.

Don’t forget these basic rules. A winning social media strategy is all about value, consistency, and balance. If all else fails, let us leave you with a Think Before You Post diagram created by Hootsuite. This flowchat is not the panacea, but a great guide nevertheless when contemplating on what social posts to publish.

The post Do’s and Don’ts of Publishing on Social Media appeared first on Internet Marketing Reach.

Having known its potent power of attaining much fan base for a company and even with a better marketing strategy, there is still a need to create more engaging campaigns because there might be instances where people wanted to want more new and fresh campaigns.

In this article, there will be three tips wherein one can boost its campaign to be more successful.

#1: Building the Right Campaign

First thing off the list is, you need to choose what best campaign you can use to drive enough fan base and hits. There is a wide array of social media campaigns—voting contest to newsletter signups to interactive quizzes—and everything in between, that you can make use of.

A lot of different campaigns deliver different results, so before starting off, have a clear idea of what kind of output you want to achieve. Having those goals in mind, research more and choose the type of campaign that works for you, and eventually with the help of a few trusted minds, decide on how you’re going to build it.

Have this also in mind that the amount of people accessing the Internet using mobile devices is increasing, so look for a service that builds campaigns that are responsive. And when you have this planned and ready for social media marketing, you can also opt for the services of an SEO company.

Brainstorming helps, so gather up your marketing skills and creativity to make this a realization!

#2: Action-Gating

With the popularity of social media such as Facebook, it has been a hub to run campaigns among companies. But an announcement from Facebook that they will no longer allow like-gating as a common practice which took several years and helped a lot of businesses, groups and companies grow their fan count consistently.

An option though is action-gating. It is when you ask users to do something like perhaps, vote or share their email address, to be able to get something from your brand. Some enticing examples are getting an extra entry into a giveaway or access to a promotion or in this case, of a band’s free songs.

 Image Courtesy of theboxerrebellion.com

This is one strategy that often gets the most fan hits because of the return that they can get after doing such an effort of giving up information. Action-gating allows you to gather and track the precise return on your brand’s efforts as well. It also makes promotions and offers available to everyone.

It is a very attractive alternative to like-gating and provides a bit of value to your offer which actually works anywhere you would like to run a campaign.

#3: Getting The Word Out

It is known that seventy-five percent of a campaign’s success is due to promotion. And there are actually lots of ways to promote a campaign. This does not often cost as much because they are existing resources like your website or your social profiles. On another note, again, SEO can help with getting the word out especially when it comes to dealing with search. More often than not, you would also need to have your websites gain rankings, right

Going back, you have to design your campaign with sharing features that are built in and give incentives to people who share by rewarding them with extra chances of winning. As much as possible, make it easy for people to tell their friends even if you are primarily running the campaign of Facebook and want people on Google+ and Twitter know about it.

You can also use tools that help easily create and install header notification to broaden your reach by telling your website audience about the campaign. Once you have already done this, you may offer a prize to your targeted customers, which you think can help you increase your brand recognition. Moreover, your price should match to the level of effort it takes to enter.

So there you go, these are just some tips wherein you can be successful in your social media campaign. And perhaps with the help of SEO, it could reach you to greater heights!

Vector Images Courtesy of freepik.com

The post Challenged Accepted! 3 Social Media Campaign Tips to Be Successful appeared first on Internet Marketing Reach.

Custom audiences

Facebook adds a new feature called ads manager and power editor. Ads manager allows customization of the kinds of audience you want the ad to be advertised to. For instance, any business can target previous visitors of your website or those who have visited only a very few pages on the site.

Another new feature is the capability of choosing limits on a new audience. Such a feature allows segmenting target audience of different product categories. On the other hand, the feature also allows building audiences automatically based on past activities on the website.

Multiproduct ads

Facebook also introduces multiproduct ads for the purpose of displaying up to three products with own image and description within a single ad unit (as a slideshow). Businesses can choose between desktop and mobile.

Such ad unit is specifically useful for ecommerce sites that want to reach users who visit the website, but did not make a purchase. Further, multiproduct ads is more beneficial if tied with custom audiences so the business may display items that the visitors view before he or she leaves the site in the form of news feed.

Making sense of custom audiences and multiproduct ads

For one, the enhancements made by Facebook empowers marketing in general, not just remarketing. This is more so for those users who have already visited the site. These users are already further in the sales funnel. This means they have viewed and explored the product but did not buy it.

More than building brand awareness, the updates can build more brand mindshare. When we say ‘mindshare,’ this refers to user’s top-of-mind brand or company upon the mention or sight of a particular product (e.g. smartphone – Apple).

With these features, Facebook increases the chance that previous site visitors will see a previously-viewed product and click on the ad further. Seeing products simultaneously in a not-so intrusive way will feel more like online shopping and not necessarily advertising. Notably, this is how users want advertisements – not forced, not invasive.

The bigger picture

Both changes offer an opportunity for Facebook to compete with search as well as the direct responses that this provides. As a business entity, Facebook is now offering free and paid services though some of us might say the platform is quickly evolving as a prominent advertising platform in the same capacity as Google AdWords.

What we are witnessing today is Facebook’s initiative to develop more advertising features that both users and advertisers are comfortable with. Moving towards conversion is thus more apparent on the platform.

If there is one company that changes how we see ‘social’ that would be Facebook. Facebook has come a long way now as it ventures into advertising. Why not? Facebook is not only strong with more than 1 billion active users, but it also presents itself as a venue where you can connect with your target audience in a personal level.

As Facebook puts it, matching the right message to the right person at the right time is a must. Indeed, the enhancements can be very powerful in turning previous visitors into paying customers. After all, it is the goal of advertising wherein it is not enough that the users are aware of your brand. What’s more important is they will buy from you and not from your competitors.

If you are the social media marketer, the best benefit is evident – you are in control of who to target with what. Now that’s true remarketing! Remarketing is critical in capturing both mind and market share.

Source: Search Engine Journal | Inside Facebook | Business2Community

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