Category: Social Media

A One-Stop Shop for Advertisers

When I first heard about Facebook Business Manager a few years ago, I was amazed you could do so many things from one place. It was such a game-changer knowing you could create paid ads, control who has access to your page(s), track activity happening on your website, and simply manage everything in one place. When I first saw it, let me tell you, I was terrified. There are truly so many functionalities in this one platform. Once you dive into it, you will fall in love as I have, and your life will be SO much easier!

The best part about Business Manager is anyone can use it—no matter how small a business you have. You no longer have to mix your personal Facebook with your professional Facebook page. All business-related notifications will be right in one place, so no more alerts about your uncle’s 70th birthday and someone asking for a business estimate in the same place. By being taken directly to your business assets, this will help you stay focused on your work.

Want to make sure certain employees have access to your page and others don’t? Business Manager is where it’s at! You have the ability to give anyone access to manage your page.

So let’s break it down. What exactly can you do from Business Manager?

· Run and track your ads (Facebook AND Instagram)

· Connect with agencies or marketing partners (like us)

· Manage assets such as your page and ad accounts

· Detailed reporting and analytics on page and ad account

· Access valuable Pixel data

· Manage billing

Yes, there is a bit of a learning curve, but the benefits are so worth it! If you spend a little time each day dabbling in this platform, you’ll get it in no time. If your company has a good bit of moving parts, this is the one central place you can keep everything together. Check out Facebook’s help article here for more info.

Stay tuned for more monthly marketing blogs to come!

-Maddie


Finding the right length for your video

Marketing in the digital age has become a battle over people’s attention. As we become more and more inundated with screens, social platforms and videos, attention spans continue to shrink. A marketer’s goal is to capture as much of someone’s time before they click, scroll or swipe away to the next thing. It’s no secret that video content is the best way to get someone’s attention. But how should a video be crafted to make the best impression on that viewer’s attention? The most important thing to look at here is the length.

Human attention spans are growing shorter and shorter, now falling behind even goldfish. It is obvious that content should not drag on. But when it comes to length, it’s not as easy as making your video “short.” Depending on factors such as platform and target audience, “short” can mean a number of things. Facebook, Twitter, Instagram and YouTube all have different ideal lengths. These lengths are based on what users typically come to the platform hoping to watch.  Expectations of engagement time vary widely from YouTube to Twitter.

YouTube

The most robust home for video also carries the need for the longest content. Users log onto this leading  platform looking for in-depth content that will keep them occupied. The nature of subscribing to specific channels and creators means that people come in mostly knowing what they want to watch and how long they want to spend watching it.

In recent years, YouTube has shown a tendency to favor longer videos, around the 10 minute mark. Content creators have struggled getting their content in front of subscribers if they fall under this length. When thinking about it from a marketing standpoint, this length requirement doesn’t directly apply. But it does create a unique definition of “short” when creating commercial video for YouTube.

Users aren’t scrolling through a number of posts during a YouTube session. So if you want to make an impression, its best to stay around the two-minute mark. You can use this length to create a how-to tutorial or product demo. Ideally, it will be run as an advertisement in front of another channel’s video.

“For the majority of people, a 15 second ad is fine, 30 seconds is acceptable, and a minute is pushing it,” adds our in-house videographer Matt Crum. “Anything over that is really for your existing audience or someone who is already on the verge of becoming a client.”

The ad can either be a shortened version of the full two minute video, which would be posted on your channel, or it can be the full content with the option to skip after a few seconds. Both methods are equally effective, so long as the user has a way to click through to your channel.

Facebook

Choosing the right  length for Facebook is all about catering to sharing. If the audience for your content isn’t incredibly broad, that same 2-minute mark might work perfectly. But if you’re reaching a wide audience and your content is highly shareable, you’ll want to trim a minute off of that length. Similar to YouTube, longer videos are better suited for speaking directly to a targeted audience.

Social media platforms, especially Facebook, are often viewed on mute. This is important to consider when planning how much of a viewer’s time you are going to take up. Because the user needs to get the point without hearing anything, the video needs to be long enough to get the idea across. This is the reason why you want your video to last between 1 to 2 minutes. A 30-second video, while better suited for a user scrolling through their feed, is too short to effectively communicate a message without sound.

With this in mind, it’s important to be sure that your video remains visually interesting from start to finish. One minute doesn’t seem like a lengthy amount of time at all, but your video can’t just be footage of someone talking with subtitles for muted viewers. The visuals need to accurately represent the value of your product or service during the time you have. This means that multiple shots are needed. Or if your video is a product demo or tutorial, the subject of the video should be using or interacting with your product the entire time, rather than pausing to explain something.

Instagram

Instagram has a video limit of 60 seconds. The ideal length of a video on this platform is actually far less than 60 seconds anyway. According to HubSpot, 30 seconds is best, as videos that get the most comments typically average about 26 seconds in length.

Since this service only allows for short clips, flashy visuals are a requirement. You want the user to experience an incredibly brief, but compelling clip that encourages them to follow a link in your page’s bio. It is also important to remember that videos loop on Instagram and are played on mute as long as the device is set to silent mode.

Create your video with these things in mind. People often rewatch looping videos multiple times if they are brief enough. Quick, flashy cuts  will make viewers feel the need to watch it again to take it all in. Even though it is short, viewers will spend enough time with it that an impression will be made.

Get your video stream started

You will want multiple versions and cuts of your commercial video in order to integrate it well with each of these services. Your full video can be cut into its most visually interesting and flashy shots. The goal is to push the viewer to the full version, and eventually to your website or product page. There is still time left to enter our Bundle Up video giveaway contest. Your business has a chance to win a video package of varying lengths, each best for a different video platform.

Have questions? Meet the King & Columbus team at our monthly marketing meet up.


LinkedIn is becoming an advertiser’s best friend

LinkedIn is more than just a tool for professional networking and job seeking. The platform is also great for businesses looking to increase revenue.

Sponsored content has a valuable home within LinkedIn. This is thanks to recent changes made by the company that lead to “higher quality” clicks. LinkedIn is  focusing on helping businesses achieve their marketing goals. So what has changed and how can you maximize to your company’s benefit?

Campaign management:

One key change LinkedIn recently made to advertising campaigns is through mobile ads. When mobile users click on the “see more” option, ads with longer copy will now display the full text. This option previously sent users to a landing page or a lead generation form.
This change will allow for greater accuracy in your ability to measure campaign success. Click-through rates will now only reflect users who intend to follow a link within a digital advertisement.

Monitor success through Google integration:

Google Campaign Manager now accesses LinkedIn ad performance. The integration allows you to monitor ad success alongside other channels you might be using Campaign Manager to track. It can be very useful to compare your LinkedIn advertisement performance to your other paid campaigns.
Check out LinkedIn’s announcement post to find instructions for enabling Google Campaign Manager integration for your advertisements.

Carousel ads:

LinkedIn recently introduced Sponsored Content carousel ads. These advertising units can contain multiple pieces of sponsored content. A single carousel ad can feature up to 10 scrolling cards, allowing for a variety of visuals to engage your audience. Measure clicks and impressions individually by each card, so that you can see which visuals and stories work best. More than 300 advertisers tested the carousel Sponsored Content service and nearly 75%  saw a higher click-through rate than standard campaigns.

Targeted advertising:

A personalized experience is great for audiences, but privacy is just as important. Facebook has built a reputation for saving user’s personal information to generate highly targeted advertisements. While targeted ads can be great for your business, privacy concerns will turn your audience away. Testing users’ trust has led to a decrease in Facebook’s ad revenue.

User data privacy is not taken as lightly at LinkedIn, and audiences are beginning to understand that. Facebook confirmed that two-factor authentication stores phone numbers and then uses them in targeted ads. LinkedIn does not follow this practice.

LinkedIn’s ad targeting is only based on user’s actions and public information. Third-party data is not used in targeted ads. Easing the concerns of users will go a long way toward engaging them with your ads. A positive impression from your audience leads to increased ad revenue.

 

Want to explore more social advertising? Learn why Snapchat could be a good fit for your business.


Snapchat advertising: is it effective for business?

As digital marketers, we often overlook Snapchat as an effective way to sell our products. The reason for this may be because it’s harder for businesses to understand the ins and outs of how exactly Snapchat advertising works. As we get closer to the holiday season, we’re starting to think about what can help make seasonal content marketing stand out – maybe that’s incorporating Snapchat. After all, it does have 300 million active users.

First, you have figure out if the platform is a good fit for your business. Snapchat leads Facebook by a long shot in the millennial demographic. If your main client base is 20ish through mid-thirties, this may be something you want to seriously think about using in your content marketing plan.

The big thing you need to understand with Snapchat’s advertising capabilities is that they have a pixel. We always talk about the importance of using the Facebook pixel in your social media ad campaigns. Well, Snapchat’s got a pixel, too. It’s similar to Facebook in the sense that it’s a piece of JavaScript that will help advertisers measure and analyze the impact of each campaign. Businesses are able to see how many people take action after clicking through to the site after seeing the ad on Snapchat. Because video marketing is so huge, Snapchat offers a great platform to hone in on that trend and drive leads, subscriptions, and sales.

If you’re a still a little foggy on whether or not Snapchat could be a good fit for your business’ marketing strategy, they recently announced that they will be offering webinars that will provide further insight into how Snapchat advertising can help your specific business goals. This includes how to boost eCommerce campaigns thought the platform.

Ad spend on Snapchat is expected to reach $767 billion by 2020. Pretty interesting stuff! If you want to talk more about the possible value that Snapchat could bring to your business’ ad goals, hit us up in the comments. Let’s chat!


How to Post for Organic Success

First things first, make sure your Facebook page is set up for success. Your page is an extension of your brand and should be professional and accurate. Make sure you have a business page and that all of your information from the type of business to the address and contact info is correct. Use professional photos that are hi-res and cropped appropriately for your profile pic and cover photo. Check all of your settings and profile information so everything is on point from having an accurate company description to setting a call to action and creating an easy to find username. Check that your privacy settings, shortcuts, messenger, posting and tagging permissions and restrictions are also set to your preference. Once you’ve got all your I’s dotted and T’s crossed, it’s time to establish your strategy and KPI’s. Here are our tips for getting started strong.

  • Decide what success means to you and what you expect to gain from your social media strategy. Setting goals will help you create the right plan of action.

  • Come up with a consistent weekly plan for posts topics and create a content calendar to keep you on track. Also consider using an automated posting platform like Hootsuite so you can schedule your posts well in advance.

  • Establish a strong brand presence by posting relevant and cohesive content consistently. If your posting is random, has no purpose, or your page has large gaps of time in between posts, you can lose ground and be back to square one.

  • Create unique original quality content vs quantity. Professional images with a consistent vibe paired with engaging written content is key for social. Avoid stock photography whenever possible.

  • A smaller engaged audience is more valuable than a large unresponsive one.

  • Think social not promotional, stay away from sales pitchy posts.

  • Test and adjust your headlines to get people’s attention.

  • Be yourself, show your face and create a connection with your audience.

  • Know your audience and speak to them by digging into your analytics.

Who is engaging with your posts?

What posts perform best for you ( photo, video, text )?

What posts get the most engagement?

What time of day are your followers online?

  • Use A/B testing to establish a base line and test out what type of posts will work best. Different brands have success with different types of posts but analytics tell us that today’s digital consumer prefers a story and craves a connection with the brand.

  • Posts can be anything from Promotional, Lead Gen or Inspirational. They should always have a call to action, tie into the brand voice, add value to your products or services and inspire an action.

  • Continually monitor your success and failures and make adjustments.

  • Create Evergreen content whenever possible. It will have an increased life span on social as it stays relevant longer and will continue to build momentum.

  • Create posts that inspire engagement: ask a question, run a contest, post a photo challenge that has a call to action. ” Like if you agree! ” ” Tag someone who would love this!” “What’s your vote?”

  • Tag anyone involved in your post or people who may be interested in your post. Request quotes and feature other industry experts or influencers. Not only does this build a strong network, it also encourages others to engage with the post.

  • Continue the conversation by responding to comments. This keeps a post going strong because it is active.

  • Start and join groups. Start a conversation and inspire comments, likes and shares from others as well as build brand loyalty and expertise

  • Offer incentives for liking your page. This can be a special content download, promo code or giveaway.

  • Comment like and share on other people’s pages and posts to get noticed and have a recognizable voice

  • Post surveys and quizzes to get targeted feedback on what your following would like to see more of.

  • Stay on top new features like FB live, your story, swipe up capabilities and filters etc. Anything new always gets attention and you want to stay on the cutting edge.

Need help launching your organic content plan? We can help with that.


SMAD-CON Roundup

We recently had the opportunity to lead a session at SMAD-CON, a trendy, super-cool new social media conference held in downtown Charleston. That definitely makes us trendy and super-cool, right? We’ll go with YES. We dove into topics ranging from food and lifestyle to the social media marketing world, and we learned SO. MUCH. To round it up, we wanted to share the top sessions and takeaways from the event:

  1. You know we have to start it out with our own presentation being the top highlight – because it was a pretty awesome experience. Our talk was called “Content is King vs. The Power of Paid Advertising: Who’s in the Driver’s Seat?” and Harrison (our Director) and Kristin (our Account Manager) absolutely killed it. Kristin represented the content side, while Harrison argued that paid advertising is the only way you’ll see results in your marketing campaign. It was great to see the perspectives of different industry leaders and compare experiences with both organic content and paid strategy.

  2. The best industry session hands down was the Entertainment Marketing Panel. It consisted of three seasoned social media professionals within the entertainment field, and they 100% knew their stuff. Evan B. Morgenstein, CEO of CelebExperts, manages celebrities all over the world including Olympic athletes and fitness influencers. He offered a lot of insight on what to put your dollars behind in your Instagram strategy, and confirmed that the most successful social media campaigns don’t rely solely on quality content anymore. There has to be money behind it.

  3. It was amazing to see people from all over the world coming to Charleston to connect on all aspects of social media. It made networking really interesting and fun. There were so many influencers that were ready and willing to share their tips on how to get your content to go viral. Social media truly is all about connection, and SMAD-CON was the perfect place to connect  people from all over to bond over their passion for social.

We’re always looking for ways to get stay involved in the Charleston business community, and SMAD-CON was a great place for us to connect with social media experts and take what we learned and connect it to our marketing strategy. Social media is going to continue to grow and evolve at an exponential rate, and we’re pretty stoked that we were able to be a part of the SMAD-CON social celebration.

See you next year, SMAD fam!


Why Should You Embrace the Facebook Update?

In a recent post we talked updates to Facebook’s news feed, and all the jazz that will seemingly change for publishers. Most of the time with social media updates, the madness dies down and people get used to how the platform has changed – not this time. People are still freaking about this one 2 months later. Are you one of those people? If so – just stop. If you’re still worrying about it, you’re wasting time that could be spent making the most of this update.

Here’s the thing: you really shouldn’t be freaked out about this. To break it down, this is why the update isn’t a big deal:

Two words: paid advertising. Something your company should already be doing, paid social ads are what really gets your message to the right people. They’re largely unaffected by this change, because the overall concept of driving business objectives hasn’t changed. It’s not about engagements, it’s about reach and quality lead generation.

The update isn’t actually a change in your posts’ distribution on people’s feeds. It’s changing how you can measure the performance of both paid and organic reach, so that you can see which posts resonate with your audience. Reporting is getting stricter, and as a result, it’s going to help your business figure out which posts are most successful. Embrace it.

Generating meaningful content should have always been a priority for your business. This should not be a new thing. Highlighting content that focuses on subjects that matter can be a really great thing for your business, if you let it.

Use Facebook’s live video feature. Do it. Live videos receive 25 percent more engagements than Facebook’s native ads, and reach twice the amount of people.

It really changes the game for local businesses. Sharing your updates with people in your community can only do good things for your business. Focusing on local news is something that always should have been important, and probably wasn

To sum it up, your business objectives should not change. Paid advertising is more important than ever, and your strategy should heavily focus on this or you’re not going to deliver your messages to people. So, let’s stop dwelling on the change and embrace it for what it is: an opportunity to grow and focus on perfecting our digital strategies.

Change is scary, but we’re excited about this one and you should be, too. Not sure about ya’ll – but we like a challenge.

Want to chat more about Facebook’s update? Hit us up!


Facebook’s update: What does it mean for your digital strategy?

If you’ve been engaging in the social media buzz over the past couple weeks, you already know about Facebook’s recent announcement regarding upcoming changes to the news feed *gasp* – check out Mark Zuckerberg’s official statement:

You can read his announcement in full on Facebook. What this means for your news feed is that quality content posted by trusted brands will be more visible, as opposed to paid advertisements from third-party brands. Facebook has been disputing the claim that they’re a media company for years, which likely played a role in leading them to make this change. It appears to be an attempt to bring back the sense of trusted human connection that made their platform successful in the first place.

The update will prioritize posts that initiate conversation and meaningful conversation. Facebook intends to do this by predicting which posts users may want to interact with others about, and make sure these appear at the top of their feeds. They also made it clear that posts from family and friends will take priority over public content.

What does this mean for brands and publishers?

Pages that are creating posts that don’t get as many comments or encourage engagement will be most impacted by this change. These pages will see a decrease in their reach, video watch time, and referral traffic. If your business is already producing content that engages users in conversation, you won’t experience too many negative effects.

The big question here is: how will this affect digital marketing strategy? The key is to make sure you’re publishing quality content that provides support for people and solves problems. This is the material that will is going to prompt conversation and engagement with your brand.

None of this means that paid advertising doesn’t matter. What matters is that your paid advertisements are good, and you’re seeing high share rates. It’s still important to distribute profitable content on Facebook to achieve your business goals.

Creating meaningful content and supplementing that process with paid advertising is the perfect marriage. Combining forces so that boosting published content will inspire conversation is the goal here,” explains King & Columbus Agency Director, Harrison Harbin.

Have more questions about how your business can make the most out of the update, or how to make sure you’re generating effective content?

Hit us up below – we’re here to help. We can venture into this new era of Facebook together.


Diving Deeper: Facebook Pixel FAQs FTW

If you caught our recent blog post on the importance of incorporating the Facebook Pixel into your marketing plan, you know we’re pretty serious about our appreciation for Facebook marketing tools in general. We wanted to dive into a few more in-depth questions seen floating around the inter-web on the Pixel. Check out our breakdown of Facebook Pixel FAQs:

Q: Where do I find the Pixel code?

A: If you click the Pixels tab in your Facebook Business Manager, you’ll find a page that looks like this:

Now you’ve just gotta click the “Set Up Pixel” button. The remainder of the process will depend on how your website was built. You have the ability to pick how you want to install the Pixel JavaScript code into your website. The options include using an integration or tag manager (this is the option that you would pick if you use a tag manager tool or ecommerce platform that has Facebook integration), or copy and paste the code/pixel snippets into your website code.

Q: How exactly do I integrate the Pixel into my website?

A: In order to successfully integrate the pixel, you need to copy and paste the pixel base code into the header code of your website. You’ll need to paste it into every single page, or if you’re using a template you can simply paste it into the template. And yes, it needs to be on every single page of your website in order to track conversions – and really your customers’ every move.

Q: What is the difference between standard and custom events for the Pixel?  

A: Both standard and custom events allow you to track and optimize customer actions being made across your website. The main difference is that standard events offer more features, however custom events are significantly easier to set up. If you’re familiar with coding and don’t mind adding parameters to your website, using standard events will be more beneficial. Standard events are created by adding to the Pixel base code, customized with parameters, and offer aggregated reporting. Additionally, they are compatible with dynamic product ads.

Custom conversions do not require extra coding, as they’re created in Ads Manager. They also have separate reporting and are not compatible with dynamic product ads. Dynamic ads have the ability to re-target products to folks who have already expressed interest in something on your site – so they are definitely something to consider.

Q: If the Pixel is installed on my website, how do I access the Pixel analytics?

A: You start at https://analytics.facebook.com, and click on the “Go to Analytics” link in the top menu. The first thing you’re going to see is an overview of the events campaigns you have running. There will be a lot of information included here – so, don’t get overwhelmed! The reported revenue comes from the Purchase event value, and this is important to remember if you’re using a price percent for the event value. It’s been reported that top Pixel users use this strategy as it results in improvement of ads’ ROI.

Q: What is a Pixel funnel? How do I create one?  

A: Funnels are incredible tools included with Facebook Analytics. They are made up of events serving as steps that you have the ability to measure. You will receive extremely valuable insights into the process of a customer engaging in a transaction on your website. Whether that be actually making the purchase, or abandoning your cart, through the funnel you will see that information. The funnel will begin with any and all visits to your website, which gives you the opportunity to follow each step that your customers take throughout their visit to your site.

Facebook has default funnels as well as the option to configure your own. Funnel steps are based on pixel events and include parameters as additional conditions. Both standard and custom events can be used when creating a funnel.

We will be diving deeper into Facebook in the coming weeks – Zuckerberg is switching up the News Feed? Say what? Stay tuned to hear our thoughts on this one…

But for now, If you have any other questions you would like for us to answer or explore in an upcoming post – let us know! It’s what we’re here for.


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