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    facebook subscription messaging and 2019 updates
    2019 Facebook Messenger Updates You Need to Know

    It’s no secret that Facebook has been taking strides to improve their business features and to continue to position the Messenger app as a “serious channel for business communication”. In fact, at the F8 2019, Zuckerberg notably kicked off his keynote speech saying, “If we would rebuild the Facebook platform today, we would focus it on messaging.” Fast-forward to September 2019 and we find that Zuckerberg has held true to his promise with various updates having been rolled out recently for the Messenger app. Perhaps the most notable of these is subscription messaging.

    If you’re interested in learning more about the subscription messaging update, how you can apply for the service and remain compliant if accepted, as well as other various updates recently announced, then look no further than these next few lines.

    Subscription Messaging

    Facebook is now offering what is considered to be an advanced messaging feature which allows business pages “to send non-promotional content on a recurring basis” via the Messenger application. This service essentially allows you to keep in contact with your customers on a recurring basis as long as the content you are sending is not considered to be promotional in nature. This means that as of July 31st, Facebook business pages which aren’t approved for subscription messaging are no longer able to send chat blasts to their customers unless they do so via the sponsored messages feature.

    So, what exactly are sponsored messages?

    They’re essentially ads.

    That’s right – if you’re not approved for subscription messaging, your chat blasts are going to start costing you a pretty penny. How much, exactly? Sponsored messages will cost around $20.00 – $40.00 per 1,000 impressions. However, the platform recommends that businesses set their bids at $30.00 per 1,000 impressions.

    The 24+1 Rule

    Bear in mind that the 24+1 Rule for Facebook Messenger is still in full effect. For those of you who are unaware, the rule essentially allows businesses to send unlimited updates and messages to users who have opted in for messaging for the first 24 hours. These forms of communication may be either promotional or non-promotional in nature. However, after 24 hours, companies are no longer able to send unlimited promotional updates. Instead, they can only send unlimited non-promotional messages and just one single promotional follow up message.

    Any promotional message must now be initiated through the sponsored messages feature for a fee and if you’re looking to send non-promotional subscription messages, you must receive approval first.

    How do you initiate a request to be considered for subscription messaging?

    Fortunately, there’s no fee associated with applying for the subscription messaging feature. In order to do this, companies must have a page administrator initiate a request for review. The downside is that while the application process is indeed short, the review process is tricky and many times it takes businesses several applications in order to obtain approval.

    In order to initiate the process, you can start by clicking on the Settings tab on the top right corner of your Facebook page next to the “Help” icon. From there you will go to your Messenger Platform.

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    You then go to Advanced Messaging Features and click on Request within the Subscription Messaging box.

    Once this is completed, you will be directed to the application.  You will then be asked to describe how your page intends to use the subscription messaging feature. You have three options:

    1) News

    2) Productivity

    3) Personal Tracking

    You also have the ability to provide them with additional details. An actual person will be reviewing your application, so it helps to personalize what you’re writing and to add as much detail as you can about the information, updates and services that your bot provides.

    PRO TIP: We’ve found through our research that it’s rather difficult to get approved for productivity and personal tracking. As a result, if you choose the “News” option, be sure to provide examples in your application which are actually newsworthy in nature. That means if it sounds like a news site would pick up the story, then you’re good. If not, then don’t include it.

    You will then be asked to provide examples of the blasts that you plan on sending to your customers via your chatbot.

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    PRO TIP: The most common cause for denials is for inappropriate descriptions and examples. Accounts are also often denied based on the 24-hour standard messaging window. The platform may find that based on the examples you’ve provided, your Messenger experience simply doesn’t need subscription.

    Once you complete the application, the platform is then supposed to respond to your request within five business days. However, the truth of the matter is that according to various reports, this is not always the case. In fact, the five business day review period is turning out to be more of a rough estimate than anything else. Users interested in submitting requests should instead realistically expect a response time of a few weeks to a month.

    It’s also worth mentioning that responses to requests are not made via email. Instead, users must head to the Page Settings > Messenger Platform > Advanced Messaging Features page and look for a green check mark next to the Subscription Messaging option in order to identify whether or not they’ve been approved.

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    How to remain compliant with the subscription messaging feature when approved

    If you happen to be one of the lucky ones who gain approval for the subscription messaging feature, it’s important to keep in mind that there are usage guidelines with which you must comply. Failure to do so will result in your account being flagged.

    First and foremost – the recipient of your message must have already opted in to subscription messaging. You absolutely cannot take advantage of this feature by using it to send content to individuals who have not opted in to subscription messaging from you.

    Second – never send any promotional content to your users through the subscription messaging feature. The platform is pretty much giving you a hard “no” when it comes to this. Keep in mind Facebook uses machine learning to analyze content and as a result, even words such as “free” or including a link  to your website can be considered promotional in nature and cause your account to be flagged.

    Third – subscription messaging is only allowed for three very specific use cases. Any use outside of these three is considered a violation. They are as follows:

    1) News

    2) Productivity

    3) Personal Tracking

    According to platform, news is considered content which  informs individuals about “recent or important events” or provides them with “information in categories such as sports, finance, business, real estate weather, traffic, politics, government, non-profit organizations, religion, celebrities, and entertainment”.

    Productivity on the other hand includes “integrations whose primary purpose is to enable people to manage their personal productivity with tasks such as managing calendar events, receiving reminders, and paying bills.”

    Personal tracking is de fined as integrations which “enable people to receive and monitor information about themselves in categories such as fitness, health, wellness and finance”.

    Fourth – If you find that a user responds to one of your subscription messages, the conversation is then considered standard messaging and as a result, it must “comply with standard messaging policies”.

    What happens if you get denied for the subscription messaging feature?

    If you submit your application and find that you’ve been denied, rest assured that you’re far from alone. As we mentioned earlier, the approval process can be quite tricky. There are pretty much two options you can take from this point:

    1) Modify and resubmit your application for approval.

    2) Try to obtain permission from your customers to contact them on a different channel such as SMS, email or phone.

    If you plan on taking the first option and resubmitting your application, chances are there was an issue with the descriptions or examples you provided. Take a look at our PRO TIPs mentioned in the article to ensure that you’ve done your due diligence in providing the best descriptions and examples possible to ensure approval.

    7 Additional Facebook Messenger Updates

    While this article has primarily focused on the very newsworthy subscription messaging update, that’s not the only feature that’s been making waves in the Facebook community. Take a look at these seven updates which are rolling out this year as well so you can get one step ahead of the game when it comes to crafting your best Facebook Messenger strategy.

    1. Messenger Desktop App
    On the consumer end, Facebook is continuing to seek out ways in which they can further improve their user experience. One of the updates they noted they will be introducing to the public is a standalone desktop application for Messenger.

    2. End-to-end Encryption
    At F8 2019, Zuckerberg announced that the team will be prioritizing the transformation of Facebook into a “privacy-focused social platform”. To achieve this goal, Zuckerberg stated that the platform will be focusing on “six main principles” in order to make the platform more secure. Of the six principles mentioned, encryption was included as one of their priorities with the team seeking to expand end-to-end encryption across their apps including Messenger.

    3. 24-Hour Response Window
    Among the updates includes the implementation of a 24-hour response window for businesses on Facebook. This means that business accounts will now have one full day to respond to incoming messages from users. This change is being implemented as a way to “ensure fast responses and better service”.

    4. Message Tags
    The platform will also be implementing what are called “message tags” for business accounts. These tags enable businesses on Facebook to send personalized tags for “specific use cases”. These tags are se up to help enhance the customer experience even further by including features such as event reminders, post-purchase updates and more.

    5. Automatic Lead Qualification
    The platform is also taking steps to make lead generation more organized, simple and efficient for business users. Their automatic lead qualification process in messenger includes templates which are available in the Ads Manager and the ability to sync these with your company’s CRM tools.

    6. Appointment Booking
    There’s also a new interface within the Messenger app for booking appointments. These can now be done directly in chats and include real-time confirmation as well as the ability to integrate appointments with calendar software.

    7. Conversion Tracking
    Facebook will also be updating their conversion tracking features so that businesses are able to track certain events in Messenger which happen during a conversation.

    Conclusion

    Facebook Messenger is quickly being transformed into a serious channel for businesses and marketers alike to leverage in their efforts to attract more customers and engage with them in more effective and efficient ways than ever before. According to recent reports, Messenger alone has over 1.3 billion users who are sending a whopping 8 billion messages “between businesses and people” every month. Furthermore, one experiment by HubSpot found that content sent through Facebook Messenger had an astounding open rate of 80% as well as a click-through-rate of 13%. These rates are more than twice as high as those for email. So, the question begs to be asked – are you currently taking advantage of the opportunity?

     

    What’s your opinion on the new updates rolling out this year? Do you plan on taking advantage of any of them? Let us know in the comments below! We’d love to hear from you!

     

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    10 social media monitoring tools to drive engagement
    10 Social Media Monitoring Tools to Drive Engagement

    Virtually everyone understands the importance of a strong social media presence. Everyone wants to be heard, to be seen, to talk, to make an impact — but the truth of the matter is that establishing your presence is only a part of the game.

    If you’re looking to truly succeed on social media, then you’re going to have to become adept at listening. Social listening (also referred to as social media monitoring) can be used to keep track of everything from your brand’s presence, to your competition’s presence, your customers, and even industry trends. It’s essential because not only does it help drive engagement, but it can also provide you with a wealth of information and insights which can be gleaned in order to influence important business decisions.

    Fortunately, there are numerous tools on the market which can assist you in your efforts at social media monitoring. If you’re interested in learning more about the various monitoring tools you can leverage in order to drive engagement, expand your reach, get more in tune with your customers and scope out the competition, then look no further than these next few lines.

     

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    1. Mention

    PLAN OPTIONS:

    • Free ($0/month)
    • Solo ($25/month)
    • Startup ($83/month)
    • Enterprise ($600+/month)

    Mention is an extremely popular social media monitoring tool that is used by numerous companies including Comcast, Microsoft and Alibaba. Their basic plan is free and allows you to monitor keyword-based alerts, boolean alerts and up to 250 brand mentions. It also allows you to publish content directly to your Twitter or Facebook, schedule your posts and integrate the service with Slack. Upgraded plans allow users to track additional mentions (up to 5,000 for non-enterprise clients) and provide users with detailed analytics, insights, reports and more.

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    2. Hootsuite

    PLAN OPTIONS:

    • Professional ($29/month)
    • Team ($129/month)
    • Business ($599/month)
    • Enterprise (Contact for pricing)

    Hootsuite is one of the more notable names on the list due to its sheer popularity. Hootsuite allows you to conveniently manage all of your social media channels in one simple, easy-to-use interface. In addition to monitoring and analytics, the platform also provides you with the ability to schedule, automate and promote your posts via advertising.

    Upgraded plans offer the ability to add additional users and integrate additional social media profiles (up to 35 for the business plan). They also provide you access to everything from custom analytics to exportable reports, social media certifications, increased ad spend limits and 1-on-1 onboarding.

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    3. Brandwatch Analytics

    PLAN OPTIONS:

    • Pro ($800/month)
    • Enterprise M (Contact for pricing)
    • Enterprise Q (Contact for pricing)

    Brandwatch Analytics is another massively popular tool used by thousands of brands which provides companies with access to live and historical data from social media. Users can search the web for various information such as reviews, comments, articles or conversations. They can then use various rules to segment the data they find into categories that are relevant to business. This data can then be analyzed so users can leverage the insights to influence decision making. The platform also allows you to interact in real-time with your audience thanks to their nifty email alerts. While the price tag is quite hefty, their vast array of features and AI-driven tools make it well worth the while.

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    4. Agorapulse

    PLAN OPTIONS:

    • Medium ($89/month)
    • Large ($179/month)
    • X-Large ($269/month)
    • Enterprise ($459/month)

    Agorapulse is another extremely popular tool that can be used to help monitor your social media presence.  While it is primarily regarded as a social media management tool, it offers a variety of features for social listening as well. For instance, their Facebook Page Barometer tool gives you a snapshot of how well fans are engaging on your Facebook page. They also have a Twitter Report card tool that’s great for conducting competitor research.

    Their listening feature collects public mentions on Facebook, Instagram and Twitter. On Twitter, the platform additionally collects unofficial mentions, so even brand mentions used without hashtags or the “@” symbol can be collected and analyzed. They furthermore allow you to assign members of your team to various conversations.

    Upgrades allow for the integration of as many as 60 social media profiles and 20 different users. Users additionally gain access to a myriad of publishing, social CRM and reporting features and tools.

     

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    5. Awario

    PLAN OPTIONS:

    • Starter ($29/month)
    • Pro ($89/month)
    • Enterprise ($299/month)

    Awario is another social media monitoring tool which provides real-time social insights, non-stop monitoring and powerful analytics for businesses. Their keyword tracking feature can notably search and track keywords in any language at any location all across the web. They also have a nifty little social selling feature that businesses can use to help with lead generation. This tool finds posts which ask for recommendations of products similar to yours and also those in which individuals complain about your competitors and then boils them all down in one convenient feed of sales opportunities.

    The platform also prioritizes important conversations based on the number of individuals involved in the discussion, offers the ability to conduct boolean searches, provides white-label reports and helps keep your workspace organized with handy folders. Upgrades offer additional topics that can be monitored, additional mentions and stored mentions as well as the ability to add multiple users and more.

     

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    6. IFTTT

    PLAN OPTIONS:

    • FREE ($0/month)

    IFTT, which stands for “If this, then that”, is an extremely popular free tool that is used to create chains of basic conditional statements, also known as applets. However, did you know that this tool can also be used for social media monitoring? The key to this lies in its versatility and ability to integrate numerous platforms and services. Users can create a “trigger” action that sends an email every time their brand name or competitor’s brand name is mentioned on a social media platform. This tool is highly customizable and most importantly — completely free. As a result, the possibilities are practically endless.

     

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    7. Boardreader

    PLAN OPTIONS:

    • Free ($0/month)

    It’s easy to forget that social media doesn’t just encompass the major platforms such as Facebook, Instagram, Twitter and Youtube. It’s important to remember that forums and messaging boards are also vitally important segments in this space that need your attention. This is where Boardreader can help. The tool is extremely straightforward and simple to use and mirrors that of your average search engine. All you do is type in a keyword that you’re interested in monitoring (i.e. your brand name), and the platform will auto-populate all of the instances where this word has been mentioned within the last two years. Users can browse through search results to conduct research or engage with conversations as well. The platform additionally creates charts in various formats so users can see trends and compare terms against one another.

     

    8. VisioneerIT

    PLAN OPTIONS:

    • Contact for pricing

    VisioneerIT’s social media management tool provides businesses with a way to manage multiple social media profiles all in one convenient location. Users can use their Social Marketing tool to generate leads, schedule posts, monitor social media and communicate with their followers in real-time. The tool integrates with Facebook, Instagram Google My Business, Twitter and LinkedIn. Engaging with your followers on platforms such as Twitter is as simple as the click of a button. Furthermore, it’s mobile-friendly. You can use it on any device at any time meaning that you never miss out on a valuable moment to engage with your audience again.

     

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    9. Google Alerts

    PLAN OPTIONS:

    • Free ($0/month)

    Google Alerts is a “content change detection and notification service” that is offered by none other than Google itself. The platform is extremely straightforward and easy to use. All you have to do is type in a keyword that you’re interested in monitoring and Google will send you an email alert for it based on your preferences. Users can customize how often they receive the emails, the sources from which mentions are being pulled, the language, region as well as how many results to include. The service will send an email whenever it identifies a new result that matches the selected search term. It’s a simple, efficient and free way to manage and research everything from your brand’s presence to your competitor’s presence and various trends all over the web.

     

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    10. Buzzsumo

    PLAN OPTIONS:

    • Pro ($99/month)
    • Plus ($179/month)
    • Large ($299/month)
    • Enterprise ($499+/month)

    Buzzsumo is another wildly popular heavy hitter on the list that is used by a multitude of companies of all sizes. Users can enter a keyword or topic such as “content marketing” and gain access to numerous search results paired with engagement data about each. Queries can also be customized and filtered based on date (i.e. Past 24hrs, Past 2 years), country, language, domain, content type and even word count and publisher size and type (i.e. Only B2B publishers). Their Content Analyzer can help you analyze your domain and the domains of your competitors for insights. They also have a Facebook Analyzer tool, a Question Analyzer tool, a Trending Now feature, a Topic Explorer and a Backlinks tool that can help you identify who is linking to your competitors, as well as backlink opportunities for your own site.

    Their monitoring tool allows you to track mentions, the impact of your content and your competition’s content, as well as who is linking to you. Users gain access to real-time alerts, numerous filtering options to cut through the noise, exportable reports and more.

    Conclusion

    Practically everyone is obsessed with the idea of establishing a presence and being heard on social media platforms. However, the true key to success lies in your ability to listen to social media. Social media monitoring is an effective way to drive engagement, spread awareness, scope out your competition, understand industry trends and get more in-tune with your customer base. Use this article as a nifty guide when it comes to choosing the best social media monitoring tool for your business. In virtually no time at all you’ll be able to start leveraging the insights gained to get you on the path to better engagement, a wider reach and a new level of competitiveness for 2019.

    Have you used any of the social media monitoring tools on our list? Have any recommendations for our readers that aren’t included? Let us know in the comments below!

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    sequential advertising: leveraging ad sequencing on facebook
    Sequential Advertising: Leveraging Ad Sequencing on Facebook

    Did you know that according to Facebook,  conversion rates for individuals exposed to sequential advertising were 14x – 17x higher than conversion rates for individuals not exposed to sequenced ads? This data was derived from instances where a sequence of two to three ads was used to convey a message to an audience.

    Needless to say, sequencing your ads is a powerful tactic that can help companies increase their impact on their target audiences and boost conversions. If you’re interested in learning more about how you can leverage sequential advertising on Facebook, then look no further than these next few lines.

    This article will explain to you exactly what sequential advertising is, why you should use it and how you can implement it on Facebook to generate greater leads and acquire more customers.

    What is sequential advertising?

    Sequential advertising is a method used where  a set of ads is presented in a pre-defined order or sequence (hence the term “sequential”). For example, if you were selling a product, you could create an initial ad that focuses on telling people about your brand,  then follow up with another ad which addresses a customer pain point. These ads could then be further followed up with third ad which focuses on showing how the audience can benefit from using your product. This granular approach results in greater audience impact and as a result, is an extremely effective strategy for advertising.

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    Benefits of sequential advertising

    There are numerous benefits to be had from using sequential advertising. Perhaps the most notable of these is that it is an effective method for storytelling. A recent study found that ads which focused on telling a brand story in addition to including a CTA were more effective than ads which focused entirely on their CTA. Presenting ads in a story format is not only more interesting, but also creates a more immersive and personalized experience. Other benefits of using sequential advertising include:

    • Versatility. Sequential advertising is a highly versatile strategy which can be implemented on just about every platform and channel (including Facebook).
    • Reduces ad fatigue. Presenting the same old ad over and over again can quickly create ad fatigue in your audiences. It is also a less effective strategy because it doesn’t give you the ability to diversify your content so that you are able to target various segments of your audience.
    • Focused targeting. With sequential advertising, you’re able to effectively target your content to individuals who match different buyer personas or those who are located in specific stages of the buyer’s journey.
    • Maximizes ROAS. With increased focus and targeting, you’re able to make a greater impact on your audience and thus maximize your return on ad spend.
    • Increased viewer rates. Since sequential advertising entails creating different types of ads to show sequentially, ad fatigue is decreased. Your content becomes more interesting and relevant to your audience which in turn correlates to increased viewer rates.
    • Higher  conversions. Using sequential advertising is statistically proven to give you 14x-17x higher conversions when you use two or more ads. This is due to the fact that you have greater control over who sees which creatives. This targeted focus increases engagement and thus also leads to a boost in conversions and the collection of quality leads which can be nurtured into paying customers.

    Using sequential advertising on Facebook

    Users can take advantage of sequential advertising on Facebook through their reach and frequency buying feature, which is currently being offered to a number of qualified accounts and is slowly getting rolled out to the general public. As of now, it currently allows users to create up to 50 different ads which can be displayed in various orders to audiences.

    So, what exactly is reach and frequency?

    Reach and frequency is a buying type that allows users to select a fixed CPM. This effectively enables you to figure out exactly what you’ll be spending in order to reach your audience prior to creating your campaign. When you set up a reach and frequency campaign in Facebook, you are able to reach your audience in a predictable manner. It allows you to select specific days and times of the day that your audience can see your ads, as well as the order in which your ads are seen and the number of times your audience is exposed to them. As you can imagine, this is an awesome tool for people who have a preference for planning ahead.

    When you use the sequencing tool, Facebook is able to determine which ad your audience has seen and then moves forward with serving them up the next creative in line. At this point, users are unable to control whether or not an individual has to engage with their content in order to see the next ad, but we’re happy to know that this is something that is at the forefront of Facebook’s mind.  Perhaps in the future this may be an additional feature.

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    Steps to setting up a reach and frequency campaign

    If you’re interested in sequencing your reach and frequency ads, you can simply head towards your Ads Manager in order to begin the process of creating your campaign.

    At the Campaign level, you’ll then want to reserve your reach and frequency campaign. To do this, you simply select Reach and Frequency as your buying type. Keep in mind again that this feature is currently only available to qualified accounts and so if you don’t happen to see the Reach and Frequency option, then chances are it’s because you don’t currently have access to the feature at this point in time.

    Once you’ve selected reach and frequency, you’ll need to determine your objective. Are you looking to spread awareness about your brand, increase traffic, conversions or video views? This is the time to determine this.

    After this is completed, you’ll need to set your lifetime budget. Your lifetime budget is the maximum amount that you want to pay for your ads over the entire course of your campaign. As you adjust this budget, Facebook’s predicted results will auto-populate in order to reflect the amounts entered.

    Now, you will move on to selecting the maximum amount you’d like to spend over the course of your campaign in the Budget field at the Ad Set level. This feature also gives you the ability to adjust your budget manually on the graph provided on the right according to the number of people you are interested in reaching.

    From here you will select the Facebook Page and Instagram account you would like the ads to run for.

    Once this is completed, you can then move on to setting your ad schedule. In order to enable sequencing, you will first have to book and purchase your reach and frequency campaign.

    The next step is where you define your audience.

    Once you’ve finished choosing your audience parameters you will then need to move on to choose your placements. Your placements are the places where people are going to be exposed to your ads. Many times people just select Automatic Placements. This gives Facebook the authority yto run your ads where they believe they will achieve the greatest impact for the best value. However, you can also choose to Edit Placements and check/uncheck boxes based on your preferences. Keep in mind however that by choosing fewer placements can be a more costly method.

    After you choose your placements you will need to select your optimization and delivery settings. This is where you set your reach and frequency balance. This balance influences how frequently your audience will be exposed to your ads during your campaign. As you can imagine, choosing the right frequency is going to be a large factor determining your success.  The platform recommends choosing Balanced frequency. According to the platform, this option defaults to the “optimal balance between reach and frequency for your campaign”.

    From here you can click Continue to move on to the process of designing and crafting your creative. Once you are finished, you simply click Review to look over your selections and Confirm to reserve (purchase and book) your campaign.

    Tips for using sequential advertising

    If you’re looking to truly be effective with your sequential advertising efforts, then you should know that patience and experimentation are going to be the key determinants of success.

    Visualize

    So, take the time to make sure you get it right. Print and lay out your creatives so that you’re able to see them, feel them and experience them yourself. Do they tell a story about your brand? Is it unique and/or engaging enough to draw your audience in? Does it feel personalized on an individual level as well as on a holistic level and not too sales-y? Would these creatives convert you if you were your audience? These are all questions to consider when finalizing your decision.

    Experiment with different formats

    It’s also important to experiment with different ad formats. Static images are extremely popular and straight to the point, however their conversion rates tend to be lower when compared with other formats.

    For example, carousel ads are extremely effective and efficient ways to drive clicks. According to Convince and Convert,  they can drive conversions for 30%-50% less than single-image ads.

    Video on the other hand is extremely effective for generating engagements as well and has quickly become an industry favorite. It’s easy to understand why — according to Hubspot, 72% of individuals would rather watch a video to learn about a brand’s product or services. Furthermore, marketers who use video grow their revenue 49% faster than those who don’t.

    Experiment with pacing

    However, experimentation with different formats isn’t enough. You should also consider experimenting with the pacing of your creatives. If your ads are paced too quickly, you’ll make your audience feel rushed. This is especially the case when ti comes to making significant purchasing decisions. On the other hand, if you happen to sell products and/or services with low price points that don’t require much consideration, moving too slow can be detrimental to your efforts.

     

    Conclusion

    Sequential advertising is a highly effective strategy that is becoming increasingly popular to use due to the numerous benefits that it offers. With sequential advertising, you’re able to tell a story and create immersive experience with your audience as you gracefully guide them through the buyer’s journey.

    Sequential advertising is not only a highly versatile and targeted approach to take to advertising, it also can help companies prevent ad fatigue, increase their viewer rates, maximize their return on ad spend and boost conversions.

    If you’re interested in learning more about how you can leverage sequential advertising for your company, VisioneerIT can help. Our diverse set of services can assist your company with everything from display advertising to content marketing and social media management. Contact us today to learn more about how we can help you get started off on the right foot.

    Have you implemented sequential advertising in any of your latest campaigns? Have you been thinking about it? Let us know your experience in the comments below! We’d love to hear from you!

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    facebook ad campaign
    Building a Successful Facebook Ad Campaign with Just $5 Per Day

    If you haven’t started implementing ad campaigns on Facebook then you’re missing out on a valuable opportunity to generate leads and increase traffic to your website. Whether you’re completely new to the realm of social media advertising or you’ve created ads in the past, this article can help show you how to get your campaigns on track and take back control of your marketing efforts.

    Many people hold the misconception that you need a ton of money to advertise on social media. The truth of the matter is that anyone can build a successful Facebook ad campaign with just $5 per day. If you run the ad continuously throughout the month, you’re looking at an advertising budget of between $150 and $155 per month.

    Now, that may not seem  like a lot to you and the truth of the matter it isn’t – but that doesn’t mean that it’s too small to achieve results. The good news is that it’s smart to start out slow.  Jumping into the world of Facebook advertising and chucking hundreds of dollars at your first ad without knowing what you’re doing is pretty much the equivalent of setting your money on fire.

    The key is to start out slow with a small budget and then gradually build your campaign up once you’ve experimented with different ad sets, parameters, audiences and extrapolated solid insights from your data.  This not only minimizes your risk but increases your potential to find new or ideal demographics to market to.

    This article is going to show you how you can increase your website traffic and boost your conversions by spending just $5 per day on Facebook Ads.

     

    Before you get started

    Setup

    The first thing you want to do is to make sure that you have installed the Facebook pixel on all of the pages of your website. A Facebook pixel is a snippet of code that you can put into your website that allows Facebook to monitor activities on your pages. You also want to set up custom conversions so that Facebook understands which actions taken on your page constitute a conversion for your company. For instance, a conversion could be anything from signing up for an email list to adding a product to a cart or purchasing an item. You can set up your Facebook pixel and custom conversions through your Ads Manager.

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    Benchmarks

    Before you get started it’s essential that you understand how Facebook ads generally perform so that you have a benchmark in order to measure your results against. The average conversion rate for Facebook ads across all industries is .90%. This is the minimum percentage you are shooting for. If you over-perform, great. If you under-perform, then it’s time to start making some changes.

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    It’s also important to get a feel for the average cost per click (CPC) per industry. If your company’s industry isn’t included on this list then you should know that the average cost per click across all industries is $1.72. You may find that in your case this number is substantially lower, or you may find that it is a bit higher. The only way to find out is to roll up your sleeves and get started.

    create facebook ad

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    Creating Your Ad

    The Basics

    When you click on the “Create Ad” button in your Facebook Ad Manager, a box will pop essentially asking you what your goal is for your promotion. For all intents and purposes, we will focus today on the “Get More Website Visitors” feature as it is best optimized for directing traffic to your website.

    facebook ad options

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    When you click on the “Get More Website Visitors” button, another window will pop up giving you various options to create your ad.

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    This pop-up gives you a box to type in your website’s URL and also provides the option to choose the format of your ad. There are currently four formats offered:

    1) Single image

    2) Carousel (scrolling images)

    3) Slideshow ( a feature which creates a short slideshow out of a handful of images)

    4) Video

    Generally speaking, video is statistically proven to have the highest conversion rates, but that doesn’t necessarily negate the other options. While I know many people who use videos in their ads, I also know a number of people who have used single image ads and found success with them as well.

    Once you choose the format of your ad, you can proceed with uploading the relevant images/video content via the “Browse Library” button (to upload content from your computer) or “Free Stock Images” button (to select a stock image from Facebook’s selection).

    It’s also worth noting that you have the option to preview your ad as it would appear in your Facebook’s newsfeed via your desktop, via your mobile device as well as how it would appear as a Messenger ad or an Instagram ad.

    After you finish uploading and previewing your content you can scroll down to create the Headline and Text elements. Your headline can have a maximum of 25 characters and your text can include up to 90 characters. Make sure your content is engaging and action-oriented in order to achieve the best results.

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    Audience Targeting

    After this section you will scroll down to the section where you can define your audience parameters. Facebook gives you the following options:

    1) People you choose through targeting

    2) People who like your page

    3) People who like your page and their friends

    4) Custom audiences

    For option #1, you have the opportunity to custom build your audience based on numerous factors such as gender, age, location, interests, behaviors and demographics. Option #2 targets individuals who have liked your page and option #3 targets both them and their friends on Facebook. Option #4 gives you the ability to create a custom audience that you can save and use for future ads.

     

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    Automatic Placements

    Automatic placements essentially gives Facebook permission to spread your ad across multiple placements based on their likelihood to perform.

     

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    Duration and Budget

    The next section you will scroll down to covers your budget and the duration of the ad. Facebook gives you two options when it comes to duration:

    1) Run this ad continuously

    2) Choose when this ad will end

    The option you choose depends on your specific preference. If you choose to run the ad continuously, Facebook will simply continue to run the ad at the specified daily budget until you decide to manually stop it.

    If you decide to choose when the ad will end, you have the option to run the ad for 3 days, 7 days, 14 days or choose a specific date that works best for you.

    Now, we move on to the budget section.

    Facebook gives you the ability to type in a numerical value for your budget and also auto populates the amount of clicks you are estimated to get based on the budget input.

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    As you can see based on the image above, a daily budget of $5 will return between 14 and 40 website clicks per day. You’ll need to have a lead magnet such as an email subscription pop-up in place in order to ensure you make the most of the traffic that is being directed to your site. It’s also worth double checking that your landing page is up-to-par and set up to convert.

    So, let’s say that you type in a daily budget of $5 and you decide to run your ad for 30 days so that in total, your ad budget for the month would be $150.  This means that you can reasonably expect to receive between 420-1,200 website link clicks for the month.

    Keep in mind that your conversions are highly dependent on the quality of traffic that is being driven to your page and as a result, knowing your audience and targeting your advertisements to the right demographic are going to be absolutely indispensable factors to your success. So, the hard truth of the matter is that if you aren’t converting, either your proposition isn’t good enough, or you just don’t know your audience well enough.

    It’s also worth noting that experimenting with ads is also crucial to success. If your first ad doesn’t perform well, don’t get too discouraged (especially if you’re new at this). It takes a while to figure out which content performs best with your audiences.

    For example, maybe you find that certain images perform better than others or that video ads drive more traffic than static image ads. There are numerous factors that contribute to the success of your ads and something as simple as the CTA you include can make all of the difference.

    This is why it’s important to start out slow and think long-term. Patience is key – especially when you’re limited by your budget. Start by running your ads for a short period of time such as a day, two days or a week and then compare performance based on the different types of ads you’ve chosen.

    Remember that a large sample is going to be key to extracting accurate insights on information. It’s going to be difficult to get solid insights from an ad campaign that only received 100 impressions. However, an ad campaign that receives 1,000 impressions is one that you can use to effectively extrapolate insight from.

    Also keep in mind that time of day and day of week can influence your results. Try to keep your experimenting as controlled as possible in order to receive the most accurate insights from your data. If you find something works, keep doing it and if something isn’t working well, mix it up. Constant experimentation will put you on the road to success. It just takes time.


    Conclusion

    Facebook ads are an extremely effective way to boost traffic to your website and increase conversions. Many people hold on to the misconception that you need to have a large budget for advertising on social media, but the truth of the matter is that anyone can build a successful Facebook ad campaign from the ground up with just $5 per day. So, what are you waiting for? Get out there, start experimenting and get on the road to your best year yet!

     

     

    _________________________________________________________________

    Sources:

    https://www.facebook.com/business/help/434245993430255

    https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks

    https://thenextweb.com/socialmedia/2015/05/31/what-5-per-day-will-buy-you-on-facebook-ads/

    https://www.godelta.com/blog/how-to-run-facebook-advertising-on-a-small-budget

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    10 Cognitive Biases and How They’re Impacting Your Social Media Campaigns
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    Let’s face it – everyone likes to believe they are a completely rational and logical being by nature. However, the truth of the matter is that both our subconscious and conscious minds are immeasurably complex and as a result, we are often subject to biases that we aren’t even aware we have. Have you ever gotten into a situation where you realized your thinking was a bit biased? Don’t worry if you have – you’re definitely not alone.

    The truth of the matter is that we all have a number of cognitive biases, many of which we are often unaware of.

    So, what exactly are cognitive biases in the first place, you ask?

    Cognitive biases are essentially fallacies or errors that we all tend to make with regards to rationalization, memory and reasoning. These biases often lead us into making irrational decisions or judgments due to the fact that we are all too often undeniably influenced by a multitude of subconscious factors that we have built up as a result of our life experiences, preferences and beliefs.

    The bad news is that as a marketer, cognitive biases are always going to be an impediment for you. However, the good news is that through educating yourself and becoming more aware of the various cognitive biases we all often possess, you can effectively craft smarter, savvier marketing campaigns.

    This article will give you the breakdown on 10 cognitive biases and also provide you with various tips, tricks and tactics you can use to overcome them in your audience.

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    1. Attentional Bias

    What it is: Attentional bias, much as its name implies, deals with our attention and how our perceptions on a subject are often profoundly impacted by our recurring thoughts.

    What this means for you: Generally speaking, when it comes to attentional bias, familiarity breeds…content. That’s right. The more often a customer is exposed to your brand, products or messages, the more likely they are to convert. When it comes to marketing – don’t just stop with social media. An omni-channel approach is not only beneficial, it’s quickly becoming the standard.

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    1. The Availability Cascade

    What it is: The availability cascade deals with the availability of information to an individual. This is a “self-reinforcing process” where belief tends to be increased through “repetition in public discourse”.

    What this means for you: This means that your target demographic is more likely to trust your brand when they have repeatedly been exposed to other individuals who have had experiences positive experiences with it. The thought process here is that if someone says it – it must be so. The bottom line is that it’s all about generating a buzz. Use smart tactics such as affiliate marketing or influencer marketing to leverage the influence of others and get them talking about your brand.

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    3. Post-Purchase Rationalization

    What it is: Post-purchase rationalization is the tendency that humans have to justify a decision such as a purchase once it is completed.

    What this means for you:This rationalization is done in an attempt to counteract feelings of buyer’s remorse – something that everyone experiences in some way, shape or form after a purchase. You as a business can help overcome buyer’s remorse by making your customers feel good about their purchases and interactions with your business after the fact. Automated email campaigns are the best way to do this. Send your customers a message thanking them for their purchase, or better yet, offer them a discount on their next one.

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    4. The Cheerleader Effect

    What it is: The cheerleader effect is the tendency we have to view subjects as “more attractive” when in a collective group as opposed to alone.

    What this means for you:This is particularly pertinent when it comes to customer testimonials. While you may be extremely excited about the first positive feedback that you receive, don’t jump the gun on posting it on your website, social media or blog. The truth of the matter is that one single vote of confidence may actually work against you. Wait instead until you’ve cultivated a group and then post several testimonials together instead.

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    1. The Peltzman Effect

    What it is: This particular effect deals with our tendencies to take risks when we feel that the environment in which we are taking action is safe.

    What this means for you: Your audience is going to be much more likely to convert into consumers if they feel that you are a safe choice. There are numerous ways you can build up trust in your target demographic’s mind. For instance, make sure that you’re using an SSL encrypted website (https). You can also take the time to research and identify which trust badges are most effective and take steps to install them on your website to give your consumers the peace of mind that their private information and data are secure.

     

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    1. The Decoy Effect

    What it is:This is another bias that deals with our tendencies to misjudge matters in an environment of comparison. Specifically, it deals with the prospect of us having options. For the purpose of this article, we’ll call them Option A and Option B. What happens is that when we are introduced with a third option that is similar to our second option (Option C), we tend to automatically show a preference towards the second, middle option (Option B). This tendency is so strong that we often make this choice regardless of whether or not Option C is truly a better option in the first place.

    What this means for you: This is a great cognitive bias to leverage when it comes to exhibiting your pricing structures. Let’s say for instance that you currently offer one plan or price for a specific product or service. By offering a less costly option and then an upgraded option, you can essentially influence your audience to show preference for your current price point. This makes them feel as if they are in more control of the buying process than if you were to simply present one single price and as a result, positively influences their experience with your brand.

     

     

    1. The Focusing Effect

    What it is:The focusing effect deals with tendency to place a great deal of importance on one specific aspect of a subject. While we have the ability to focus on multiple things at a time, the truth is that we also tend to prioritize these things and assess a greater deal of value on a single component.

    What this means for you:This means that when it comes to marketing your products, brands or services, keep in mind that you don’t want to give your audience a major case of information overload. All this does is negatively impact their experience. Instead, focus on one unique quality or aspect that will substantially benefit your customers in some way, shape or form and drive that quality home.

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    1. The Distinction Bias

    What it is: This particular cognitive bias deals with our tendency to view things as more dissimilar when compared side-by-side than when compared or evaluated on an individual basis.

    What this means for you:If you really want to take advantage of this cognitive bias in your social media marketing strategy, then doing a side-by-side comparison of your competitor’s brand, products or services is the way to go. The truth of the matter is that you don’t necessarily have to be mountains ahead of your competitor in every way in order for this to be effective. You could simply excel in one particular area and highlight this for maximum effect.

     

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    1. The Hot-Hand Fallacy

    What it is:This bias deals with our tendencies to overestimate subjects who have previously demonstrated or experienced some form of success in the past. We then incorrectly assume that because this is the case, the subject at hand has greater odds at achieving further success in the future.

    What this means for you:You know what they say: Fake it ‘til you make it. Whether your successes are big or small, shout them from the rooftop so that your audience can see the achievement. They in turn will begin to associate you with achievement and subsequently begin to perceive you as a “winning” brand. This in turn gives you their vote of confidence, instills trust and makes them more likely to convert into actual customers.

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    1. Information Bias

    What it is: Information bias deals with our tendency to want to stay “in-the-know”. As human beings, we naturally seek out information. We often tend to do this even when the information we are interested in has no impact on the action we are taking.

    What this means for you:Overcommunication is key. People like to feel as if they’re making the right decision and we often have numerous biases that prevent us from establishing trust with a brand in the beginning. The best way to overcome this is by giving your audience and potential customers as much information as you can when the time is right. This means detailed product descriptions and lots of information on your shipping policies and the buying process. Tell your customers about your company. Give them an inside, behind-the-scenes look. Include contact information in your content. Give your customers access to everything they could want to know and more in order to build trust and assure them they’re making the right decision by engaging with your company.

     

    Conclusion

    While we may all want to believe that we’re logical and rational individuals by nature, the truth of the matter is that there are a multitude of cognitive biases that all too often influence our decision making process. Use this article and the information you’ve gained as a guide to help you on your path to enhancing your social media campaign strategy today. Remember — when it comes to conversions, every single percentage point, every little fraction of a percentage point counts. By intuitively understanding your audience, you’ll be able to effectively craft smarter, savvier campaigns and get a leg up on your competition in no time.

     

    What are some cognitive biases you’ve come across during your path into entrepreneurship? What strategies have you used to help overcome them?

     

    Sources:

    https://www.disruptiveadvertising.com/marketing/cognitive-biases/

    https://www.neurosciencemarketing.com/blog/articles/cognitive-biases-cro.htm#

     

    Social Media Blurb

    Let’s face it – everyone likes to believe they are a completely rational and logical being by nature. However, the truth of the matter is that both our subconscious and conscious minds are immeasurably complex and as a result, we are often subject to biases that we aren’t even aware we have. Have you ever gotten into a situation where you realized your thinking was a bit biased? Don’t worry if you have – you’re definitely not alone.

    The truth of the matter is that we all have a number of cognitive biases, many of which we are often unaware of.

    So, what exactly are cognitive biases in the first place, you ask?

    Cognitive biases are essentially fallacies or errors that we all tend to make with regards to rationalization, memory and reasoning. These biases often lead us into making irrational decisions or judgments due to the fact that we are all too often undeniably influenced by a multitude of subconscious factors that we have built up as a result of our life experiences, preferences and beliefs.

    The bad news is that as a marketer, cognitive biases are always going to be an impediment for you. However, the good news is that through educating yourself and becoming more aware of the various cognitive biases we all often possess, you can effectively craft smarter, savvier marketing campaigns.

    This article will give you the breakdown on 10 cognitive biases and also provide you with various tips, tricks and tactics you can use to overcome them in your audience.

    Share and Enjoy !

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    11 Reasons Why Facebook Live Increases Customer Engagement/Brand Awareness

    Facebook Live is quickly gaining traction with mainstream audiences, reaping higher engagement levels and gaining the attention of businesses, marketers and brands all over.

    It’s rise in popularity has subsequently caused the platform to give live video content preferential treatment within it’s algorithm. This in turn brought waves of interest from the business and marketing communities who saw this algorithm update as a way to increase their reach  and expand awareness of their brand’s vision, mission, activities and events.

    But the real reason that Facebook Live is so effective lies less in it’s preferential treatment from an algorithm standpoint and more in its inherent ability to foster more organic and meaningful connections with others.

    Audiences are looking for socially conscious, consumer-driven brands and brands are looking for ways to gain greater insight into their target demographic by getting on a more personal and relatable level with them.

    If you’re one of the many businesses out there interested in the various benefits that Facebook Live has to offer, then look no further than these next few lines. This article will detail 11 reasons why Facebook Live increases both customer engagement and brand awareness and is the best solution for your marketing agenda in 2018.

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    1. Facebook Live “breaks the fourth wall”.

    The term breaking the fourth wallpretty much means exactly what it sounds like it does with the proverbial fourth wall representing traditional barriers to marketing to your audiences. With Facebook Live, you’re able to look your audience directly in their eyes and address them by name, thus constantly encouraging active participation and engagement.

    Don’t make the mistake of using your Facebook Live event as a means for pushing one-way promotions of your brand or product onto your audience. This manner of marketing is not only ineffective with contemporary social media-driven audiences, it’s extremely off-putting.

    Use Facebook Live as an opportunity to constantly encourage engagement with your audience.  Wowza Media Systems mentions how important it is to “take every opportunity to remind viewers that your broadcast is a two-way experience.”

    So, continually mention that you’re looking forward to answering questions and comments that are presented in the comments section so that new viewers understand that participation is not only accepted, but encouraged.

    Also make sure to speak directly to the camera, regardless of whether you’re holding an interview or working with a host. Keeping eye contact with the camera makes the audience feel as if you’re speaking directly to them — you’re recognizing their existence and engaging them directly.

    Addressing the audience by their specific names is also a great tactic to keep personalization high and being sure to include and engage even those who aren’t necessarily bold enough to speak up on without encouragement.

    When we ignore questions or keep individuals “hanging on too long”, it can often give them the feeling as if they’re being “snubbed” — so doing our best to keep everyone included to the best of our abilities is crucial to maintaining both engagement and loyalty.

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    2. Facebook Live is interactive.

    So, if you weren’t already aware, interactive content is kind of like the hottest new thing going around the marketing industry block.  Interactive content is content that by definition, requires audience participation and active engagement more so than passively reading or watching content does.

    According to SnapApp, the value interactive content lies not just in it’s ability to better “educate, entertain, and engage your audience” but also in its ability to benefit the participants in return for their engagement by giving them “real-time, hyper-relevant results”.

    Interactive content cuts through the noise, it opens up the door for discourse between brands and their audiences in a more meaningful and organic way and it’s highly personalized real-time nature is both extremely valuable and appealing.  

    So, what exactly constitutes interactive content?  With the use of Facebook Live, you can actively engage your audience by conducting assessments, offering advice or insight, coming up with interesting trivia or even taking polls or surveys. Facebook Live gives you the opportunity to conduct everything from Q&A’s to product demos and gain real-time user feedback and invaluable insight not possible with other forms of content.

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    3. Facebook Live events get special attention on news feeds.

    That’s right — if you’ve never heard or noticed this before than you can rest assured that the Facebook algorithm does in fact give preferential treatment to live video content. This in part can be inferred by its prominent placement on our newsfeeds and in our alerts, which often highlight live video events in a more attention-grabbing fashion.

    Two years ago in March of 2016, the company made the official decision to update the algorithm to give preference to live video due to the levels of engagement that were being observed once it had been officially implemented. In a keynote interview at the Mobile World Congress, Mark Zuckerberg discussed his vision for the concept of Facebook Live by addressing it as a means for people to have more authentic and intimate connections and experiences in sharing about their lives.

    Obviously, businesses can learn a lot by taking this same concept and applying it to their outreach strategies.

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    4. Facebook Live gives you the opportunity to show your audience something new.

    Whether you’re new to the concept of live streaming in general, you’ve already dabbled in it or you have a full-on live video content strategy — there’s always room for expansion and novelty.

    Entrepreneurs and businesses new to the concept of live streaming will enjoy the benefits of higher engagement levels and its ability to generate higher quality leads than other more traditional forms of social media content. They’ll also appreciate the fact that they’ve tapped into a new and extremely valuable resource for connecting face-to-face with their audience demographic.

    Those who dabble in live video will find that they can become more effective in their efforts by moving forward with novel actions such as documenting their content strategy, coming up with consistent broadcasting dates and times and creating an engaging content schedule of topics and events based on their viewership preferences.

    Those with full-on live video content strategies can seek novelty through experimentation with different angles of approaching their live feed. Product demos, Q&A’s, open discussions, lectures, contests and giveaways are all ways brands can “switch it up” and find new and interesting ways to bring value to their audience.

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    5. Facebook Live inherently gives you an advantage with engagement

    That’s right — did you know that you’re much more likely to get higher engagement levels on live video than you are on other traditional forms of Facebook content? This isn’t just a postulation — it’s proven.

    According to one blog post by the company, “people spend on average three times as much time watching Facebook Live video as they spend watching other video content.” People have a higher propensity to engage with live video content — point blank.

    There are undoubtedly a multitude of reasons behind this desire. For instance, the mere fact that live video is a relatively novel concept in mainstream social media networks definitely works towards your advantage and Facebook’s preferential algorithm updates also play a huge role.

    Furthermore — it’s a much more authentic manner of connecting with your audience who desire organic, socially conscious businesses.

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    6. Facebook Live puts your audience in the driver seat.

    This is a really special one. Facebook live is a wonderful marketing and promotions tool because it gives you the opportunity to put your audience in the driver seat. Sounds a little scary, right? Well, that’s exactly the feeling you should be constantly striving to feel as an entrepreneur. Discomfort is the catalyst to progress and growth and letting go of the reigns and letting your audience “choose their own adventure” and shape the experience is an extremely rewarding endeavor.

    Why? Wowza Media Systems put it perfectly when they said that it takes asuperior user experience to engage today’s media-saturated audiences.” The truth of the matter is that you’re out there trying to gain attention and leverage in an industry that is filled to the brim with a sea of competition. Pretty much everything that can and should have been done — already has been by someone else.

    So you have one of two options — you can find a way to do something completely different, or you can do the same thing that others in your industry are doing, except do it better by adding a unique perspective, angle or twist. So why not put your audience in the driver’s seat?

    Let your audience shape your content based on interactions and create content that they’ll want to interact with. Facebook offers engagement-oriented features such as Live Reaction emojis and real-time comments to help foster this concept of an interactive experience.

    So, get feedback, get comments, ask questions about what subjects to discuss next, events/activities they would be interested in or individuals they’d love to hear from and use this feedback to build highly-personalized, valuable content for your audience.

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    7. Facebook Live facilitates effortless cross-promoting.

    Facebook Live is a great way to cross-promote any events, activities or materials that you’re interested in drawing attention towards. The fact that live video is inherently interactive means that it has a higher propensity to bring in better engagement than other forms of content such as generic posts or even dated video content.

    Many broadcasters tag experts, influencers or brands that are involved with or related to the purpose of the discussion at hand in the comments section. You can also include trending hashtags, Twitter handles or various links to leverage the traffic received from your live stream and redirect it towards your own branded content such as your website, Facebook page, other social media sites or forms of content, events or activities.

    For example, Search Engine Journal (SEJ)  has a live segment called SEJ News Live where they make sure to link all of the articles mentioned on the broadcast by the host Caitlin within the comments section. This not only promotes engagement but boosts it and drives both awareness and traffic to these other areas, activities or forms of content as well.

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    8. Facebook Live lets you report breaking news.

    Using Facebook Live is a great way to leverage the interest of matters of a more urgent nature such as industry breaking news, current affairs or recent updates within your company. Being able to keep your audience up to date on important matters as such also helps cement your status as a thought leader or influencer within your field.

    Keeping your audience posted on breaking news and trends demonstrates that you are highly conscious of your audience and their potential needs and desires. It shows  that you are empathetic to their circumstances and quests for knowledge and that you’ve taken the time to not only be considerate of their position in the industry but are also actively seeking to bring them value and keep them informed.

    In essence — keeping your audience up to date on topics, trends and news in your niche builds establishes credibility, authority and builds trust.

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    9. Facebook Live gives you the ability to collab with brand advocates.

    Facebook live is an awesome opportunity to collaborate with brand advocates and influencers to help expand your reach and show off your industry connections. However, it’s important to mention that this should be done in a most humbling manner as all forms of gross promotions or advertising should be vehemently avoided with this content form.

    Influencers in your industry can range anywhere from well-known industry names, journalists, viral sensations, thought leaders or other fellow entrepreneurs in your area of expertise looking to be heard and bring value to their audiences.

    Many of you may already be aware of Tough Mudder,  the brand that popularized high endurance, obstacle events. They have a wonderfully  loyal community and used their live stream to feature an inspirational speech by a renowned trainer by the name of Kyle Railton, aka Coach T. Mud.

    The result? Their viewership has skyrocketed  and their live events garner millions of views.

    Using this method of collaboration is extremely effective because it provides your audience with social proof of your activities within your field. Tools such as Buzzsumo can also help immensely in your ability to hone in on the right names to help increase the effectiveness of your efforts.

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    10. Facebook Live gives you killer insights.

    The platform offers a robust amount of metrics and video summary data for those interested in gaining for their insight into the performance of their content. Stats on your video data can be accessed by going to the top of your Facebook business page, clicking on Insights and then Videos.

    There are various filter options available to get customized information and users can search with a particular date range or choose to filter  their stats by choosing one of three options:

    • Organic vs. Paid
    • Auto-Played vs. Clicked-to-Play
    • Unique vs. Repeat

    Users also have the ability to view total views or 10-second views  of their content. This 10 second filter shows how many people watched 10 seconds or more of your video content on any single given day. The 10 second benchmark was put into place because a standard video of you and the news feed is just 3 seconds long regardless of whether it is auto-played or clicked-to-play.

    Users are also able to get  a robust set of stats on individual videos as well as see them in reverse chronological order. Users are also able to check out their completion rate of their video content.

    While ideally,  we are all looking for a high completion rate, the truth of the matter is that low completion rates are quite normal according to Social Media Examiner, even on short videos. This means that if you receive a high completion rate  of 25% or higher,  you’re doing something well (better than average),  so checking in on which percent of this data is auto-played versus clicked-to-play will give you  some powerful insight.

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    Conclusion

    Live video is one of the hottest marketing trends in 2018 and as a result, Facebook Live is absolutely on fire. If you’re a business, brand or marketer interested in taking advantage of this awesome social media tool, then we hope that ythis article has given you greater insight into various ways in which you can harness it to help further your strategic goals and achieve higher ROI in your marketing efforts.

    So take some time out of your work week to do something different with your marketing approach. Whether you’re completely new to the concept of live video, you already dabble in it, or you have a full-on documented strategy for your live video efforts, there’s always room for improvement, novelty, and getting more in tune with the pulse of your target demographic.


    Sources:

    http://www.adweek.com/digital/facebooks-news-feed-algorithm-now-gives-preference-live-video-169947/

    https://www.socialmediaexaminer.com/how-to-increase-your-facebook-live-video-reach/

    https://socialmediaweek.org/blog/2017/09/4-ways-facebook-live-can-boost-social-media-engagement/

    https://www.searchenginejournal.com/facebook-live-increase-engagement-website-traffic-study/178701/

    https://www.wowza.com/blog/boost-facebook-live-video-engagement

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