Facebook marketing weekly review (January 24th)

Posted on January 24, 2014 by

FacebookNews300x300-2This week we have found a really interesting case study that proves there is no ‘one size fits all’ strategy when it comes to Facebook marketing. Find out how unethical like building strategies are hurting ad targeting for everyone and audit your Facebook Page with thanks to Andrea Vahl’s useful checklist. January is marching on – have you got your 2014 strategy nailed down? Get some great advice from Mari Smith and Jay Baer, plus some really useful tools to provide advanced analytics that could give you a competitive advantage this year.

Why not let us know what you think of this week’s Pulse? “Like” us on Facebook and leave your comments

 

#1 Case Study: Start Up Achieves Conversions for 5c

Author: Dennis Yu, for Inside Facebook

Why read this article?

There really is no ‘one size fits all’ when it comes to Facebook marketing. Sometimes going against conventional wisdom can pay off – so long as you are clear on your target market. This is a really interesting case study involving a successful social music start up.

What’s the PULSE on This?

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  • Running ads on the Right Hand Side (RHS) of desktop can work well for new fan acquisitions.
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  • Letting frequency increase over 5-6 is not generally recommended, but in this case it went over 40 and still got a good CTR
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  • Use custom audiences to run a small number of ads
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  • Optimised CPM works well when spending on ads, unless you feel more comfortable setting bids per action
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  • Generate content that is going to attract your audience. B2B may not be as sexy as a nightclub and those fans may not be as social. Advertising costs differ according to the social activity of the target audience.
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  • Split-test your ads. Use a variety of strong graphics, you may be surprised which ones perform best.

 >>Read the full article

 

#2 The Future of Facebook Marketing & Your Business

Author: Michael Stelzner, Social Media Examiner

Why read this article?

In this podcast with Mari Smith and Jay Baer, find out what the changes in Facebook’s algorithm mean for your Facebook marketing strategy and how you can still succeed if you continue to do the right things at the right time. You’ll also discover how to monitor your reach and engagement, and how to manage your Facebook content strategy in paid versus organic terms

What’s the PULSE on This?

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  • The changes to the Facebook algorithm now means that Facebook is “pay to play”
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  • Jay Baer believes that paid social is now essential for small business owners. Think about the quality of content that you are going to share when you start advertising; make sure that it will be valued by your target audience so that you attract the right fans.
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  • Interacting and responding to comments will deepen the relationship that you have with your fans and build brand loyalty
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  • Newsfeed ads are generally most effective as long as your targeting is specific.
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  • Sharing content that is social will go down well with your fans and increase brand loyalty. Avoid over-selling.
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  • Using tools like Perfect Audience will help you to identify the right target audience
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  • Using your personal profile in conjunction with your Page can be an effective strategy for small business owners. Use it to build a relationship with fans – Mari does this really well. Remember there are things you can’t do on your profile that you can do on your Page like running competitions, email sign-up and apps.
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  • Having a solid business plan is central to your success.
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  • Understand your Insights data, when fans are online & what content they are responding to.

>>Read the full article

 

#3 9 Awesome Facebook Analytics Tools

Author: Ian Cleary, Razor Social

Why read this article?

The number of people you can potentially reach organically through your Facebook Page is continuously declining so monitoring your Facebook analytics regularly to assess and improve performance is vital. Do it really well and you could gain a significant advantage.

There are several excellent 3rd party Facebook analytics tools that provide more comprehensive information than Facebook Insights.   Find out more about them….

What’s the PULSE on This?

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  • Tools like AgoraPulse provide advanced analytics and metrics to help you track your Page performance
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  • As Facebook is now ‘pay to play’ it is essential to analyze page performance, find out what works and use that information to streamline your marketing and advertising strategy.
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  • Many of the tools provide analytics as part of a management platform, which has better functionality than using Facebook directly
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  • There are lots of great tools available to help you uncover the secrets to your Page’s success, and give you a valuable competitive advantage. Find out what AgoraPulse can do for your business with a 30 day free trial

>>Read the full article

 

#4 How Rogue Like Building Strategies Affects Ads

Author: Jon Loomer, Jon Loomer Digital

Why read this article?

It is so easy to build your audience the wrong way – buy some likes – swap likes – ask people who have no interest in your brand to like your page and the number of fans you have will go way up. Find out why even if you implement the right advertising strategy for building likes – you could still end up having a worthless fan base.

What’s the PULSE on This?

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  • Benchmarking yourself against your competition may seem like a great idea, but you don’t know the quality of their fans or how they attracted them.
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  • Strategies like buying cheap likes & trading likes damage ad targeting for everyone.
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  • Focus on quality over quantity. Use custom audiences and FBX targeting to ensure more control over the quality of the audience you are attracting.
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  • If you are really concerned about your competition, run an ad for a promotion or registration and target your competitor’s fans. If you convert then you are on the right path

>>Read the full article

 

#5 INFOGRAPHIC: Checklist for Facebook Page Audit

Author: Andrea Vahl, AndreaVahl.com

 Why read this article?

This is a really cool checklist to help you audit your Facebook Page or a client’s Page. We love it for its simplicity and accuracy.

What’s the PULSE on This?

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  • Do a review of your Facebook page design to make sure it’s compelling. Do you have a call to action?
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  • Check your “About” section – what does it say about you? This is a great place to include some keywords.
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  • Make use of Facebook Apps – Using Apps can increase your engagement, build your list or simply thank your fans. Choose the right app for each of your goals.
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  • Use your Facebook Page to direct traffic to your website.
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  • Do you have calls to action on your website, email, printed material? These are simple and effective ways to tell your customers that you have a Facebook page

>>Read the full article

 

Did we leave anything out? Why not let us know what you think of this week’s roundup? “Like” us on Facebook and leave your comments and if you would like to know more about your page reach, check out our cool [free] tool

Richard is a Client Happiness Jedi for Agorapulse, based out of San Francisco and Paris, advising agencies and brands across the globe on Facebook page management and marketing. He sings Bachata in the shower and dances salsa 3x a week whether he needs it or not.