As you may have already noticed your advertising efforts utilizing Facebook and Instagram might be a little different. Perhaps your traffic decreased from Facebook referral URLs despite your targeting actions. The latest Facebook algorithm is confusing many on the configuration that is a little bit different this time around. I'm going to break down why this is imperative to your business and show you a solution. As some companies heavily rely on Facebook solely for their traffic, it's always a good idea to have alternative marketing back up plan for a worst case scenario as these types of things do happen!
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Your audience insights within the Advertising Manager have always appeared fascinating, luring you into believing that the millions that look will actually show up once you invest in attempting to target further. Those numbers are somewhat misleading when your impressions, reach, leads and conversions never turn out as predicted. To actually advertise down to your perfected niche with a lead ad campaign it's costly. Smaller companies have a difficult time competing with the targeted approach more giant corporations can afford as its a gamble they may not see a return on.
Solution: Advertise utilizing a third-party corporation from their website integrated with your Facebook Business Page. Leadpages is a lead generation software, they offer a free 2-week trial. You don't have to spend a ton of money this way, and your targeted audiences will be reached so that you get the leads and conversions you were expecting. For example, I ran a Facebook ad for my lead page consisting of 2 days and a set dollar amount of $25 divided amongst both days. I shut it off after the first day spending $11.25 with one conversion after 17 views.
The latest Facebook advertising change wasn't meant to disregard business's attempts to get their message in front of the right people. Its supposed to enhance a user's experience on their Facebook journey, ads still get shown they are just given a different priority. Groups and community updates are going to show up on the newsfeed and the right sideline before advertisements.
A side note about groups...
Some of the Facebook groups are closed so you may have to apply for entry and some are open you can just join. It's important to be active within these groups as they will empower, motivate, and grow you and your business further within a network. I'm currently setting up a Facebook group for the official launch of the digital course Artists Let's Make Money that requires the active participation of classmates and other creative entrepreneurs that are trying to grow and scale their passion.
Instagram takes a different marketing approach. This social media platform can quickly get you leads and conversions without paying for advertising. Many of the Facebook Groups for bloggers have a specific actionable step to increase followers and "like" several of their photos and some even request that you visit their blog directly from their Instagram page where they have a link.
This platform is still very connected to Facebook. Paid advertising inside Instagram for business connects over from the Ads Management portion of your Facebook business page. This was rather confusing if you utilized a campaign a few months ago when they made you unlink the accounts in order to run a campaign with FB Business Manager.
This platform is still very connected to Facebook. Paid advertising inside Instagram for business connects over from the Ads Management portion of your Facebook business page. This was rather confusing if you utilized a campaign a few months ago when they made you unlink the accounts in order to run a campaign with FB Business Manager.
Short 9-13 second live video or animated photo with or without sound. There are so many apps that you can utilize on your mobile phone to really make your posts stand out. Just to mention a few that I tested and approve of their ease of use and enhancement features:
Magisto - Free to use forever without risk and the option of a paid upgrade after you've worn out the free options. Combine videos/photos together enhanced by a background soundtrack that you choose plus the feature to add a text overlay as a title.
Adobe Spark - Connect with your Adobe account, if you don't have one then you can also create a new one, start from scratch or use one of their templates. It combines your choice of photos or small videos or both if you want with the features to add text overlay and a background soundtrack (they have many choices that smooth out the experience for viewers) as well as the ability to add your voice for short snippets that you record as you are making the creation.
DesignLab - Add overlay text in an assortment of fonts and styles as well as edit photos or add into already created templates and connect straight to Instagram from your phone. Free to use with limited choices as well as an option try out Pro for a week before paying $4.99/month.
Advanced
Cinemagraph - If you've been wondering how to create a crossfade of movement onto a still photo that captures attention and works really well for advertising then Cinemagraph can help you achieve this effect. I highly recommend watching the instructional videos on how to use this because you get started because it's not exactly easy to use but really cool once you get it figured out! They offer one whole free week to use this until they charge $99/year for just the mobile app, other more expensive packages are available for desktop. This same effect can also be created in Adobe Creative Cloud, to learn how I found a Youtube video that explains it better.
Hope you enjoyed this post and it helps further your social media advertising for your business!
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