Facebook marketing weekly review (February 14th)

Posted on February 14, 2014 by

FacebookNews300x300-2We LOVE the content that we found this week for the Agora Weekly Pulse. This week’s hot topics are website custom audiences and the enduring dilemma of how to get your Page’s content into fans’ newsfeeds. We can’t wait to share all the best Facebook marketing and advertising advice with you all, so here it goes…

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

 

 

#1 Website Custom Audience Lookalike Audiences

Author: Jon Loomer, Jon Loomer Digital

Why read this article?

Facebook recently rolled out the website custom audience (WCA) ad targeting feature, a really exciting development that allows you to retarget visitors to your website with Facebook ads. Now Facebook has taken the functionality even further by allowing advertisers to create lookalike audiences from their WCA. Find out how….

What’s the PULSE on This?

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  • If you have created a lookalike audience from your list  and have been left with a small target audience for your ads, this feature will let you widen the net.
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  • Create both a similarity audience and a reach audience to see which is most effective. You need to create separate audiences for each country.
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  • WCA helps broaden your reach and attract relevant fans who are more likely to convert. Follow Jon’s step-by-step instructions.

>>Read the full article

 

 #2 Please Stop Moaning About Algorithm Changes!

Author: Scott Ayres, Post Planner

Why read this article?

The recent announcement by Facebook that text updates from business Pages would get less reach than before caused a storm of controversy. This change is a positive move for effective Facebook Marketers. It rewards Pages that concentrate on posting great content that their fans love, and hinders Pages managers who are focussing on trying to game the newsfeed.

What’s the PULSE on This?

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  • Making the most of Facebook algorithm updates means that you really need to focus on a good variety of engaging content, including a combination of photos, videos and link clicks
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  • Posting your blog posts as link clicks NOT text updates will drive more traffic to your website
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  • Your main focus for marketing your business on Facebook should always be to drive traffic to your website so that you can convert sales
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  • If you are creating great content it’s time to allocate a budget to Facebook Ads and attract new fans and followers

 >>Read the full article

 

#3 Top 5 Things Facebook Marketers Should Avoid

Author: Jason How, Jason HJH Social

Why read this article?

Facebook has made a lot of changes recently. Since it has moved towards a ‘pay to play’ model there is lots of conflicting advice out there about how Facebook marketers should handle the changes. This is a great article covering the top five WORST pieces of advice you could heed…
What’s the PULSE on This?

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  • If you choose CPC to target ads your audience won’t always take the action that you desire. You will be charged for a range of actions that are outside of your control and that may not be compatible with the goals of the advertising campaign. Precision is a key factor for Facebook advertising success.
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  • Bidding for cost per action using oCPM is a wise choice, this will give you more control over your budget and you’ll get the actions you desire.
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  • Have you been advised NOT to use plain text posts? Jason says that, like anything in life, these are fine in moderation and you should use them where appropriate. The length of your post should be determined by what you have to share, and not by an attempt to game the system!
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  • If you want to increase engagement and you have a budget to do so, make sure you use rich, high quality content
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  • Buying Page likes is perceived as a bad strategy unless you are targeting a highly relevant audience by promoting quality content

>>Read the full article

 

#4 Facebook Marketing Basics – 12 Dos & Don’ts

Author: Brandon Gaille, Brandon Gaille

Why read this article?

This week we have some pretty advanced articles for Facebook Page admins that cover topics from Page management to advertising. It is always worth remembering that some Page admins are starting their Facebook journey – this one is for you guys – with love on Valentine’s Day J .

What’s the PULSE on This?

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  • Don’t annoy your fans by constantly trying to sell to them, instead use the 80/20 rule. You need to share 80% social content that’s relevant to your industry, and keep   promotional content to 20%
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  • Ignoring your audience is a recipe for failure. Make sure you respond to comments left on your Page within the hour if you can, and within 24 hours at the outside.
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  • Asking questions and showing interest in your fans is a great way to start building a relationship and to get to know your real fans
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  • Don’t clutter the newsfeed by over posting on your Facebook Page – this is a real turnoff and you’ll see fans leaving quickly. We recommend you analyze your Facebook Insights to find out what your fans like and when they like to see it.

>>Read the full article

 

#5 VIDEO: Facebook Call to Action Buttons

Author: Jon Loomer, Jon Loomer Digital

 Why read this article?

Okay – so let’s assume that all Facebook markets know what a call to action is, but did you know that call to action buttons were available for Facebook ads? If you are using Facebook ads to drive traffic to your website you could increase your click through rate by using these call to action buttons.

 What’s the PULSE on This? 

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  • You can now include a call to action (CTA) in the thumbnail of your ads. Review the ads you are currently running to send traffic to your website and make this change now.
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  • You can only use this option for ads in the newsfeed. Watch Jon’s full tutorial to find out how.
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  • You can use the new CTA ads to get more sign-ups, video views, ebook downloads and to sell your products and services.

>>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.