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Why Every Business Should Spend at Least $1 per Day on Facebook Ads |
Why Every Business Should Spend at Least $1 per Day on Facebook Ads Posted: 18 Feb 2014 03:14 PM PST Posted by briancarter This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author's views are entirely his or her own and may not reflect the views of Moz, Inc. For the last three years I've constantly recommended Facebook ads. I recommend them to both B2C or B2B businesses. I recommend them to local theaters and comedians here in Charleston, SC. I recommend them to everyone who wants to grow awareness about anything they're doing. How advertising has changed since the 20th centuryBefore the Internet, it was unlikely that the average person would advertise. Many businesses used the Yellow Pages or radio, but not all. Even in the first decade of the 21st century, only a percentage of companies used search advertising. Many found that pay-per-click was too expensive or too complicated for them. Why Facebook Ads are the biggest marketing opportunity everWith Facebook ads, we have a totally unique opportunity. There are several things about them never before seen together:
In other words, Facebook ads are mega-awareness raising, have good targeting, require very little commitment, and are unbelievably affordable.
Here's the one thing I tell people about Facebook ads that usually gets through: If you just spend $1 per day on Facebook ads, you will get in front of 4,000 people that wouldn't have seen you otherwise. If you are doing that and your competitors aren't, you win the awareness game in your niche. You can't sell to someone who doesn't know you exist, and you can't sell a product or service the consumer has never heard of. If you can't spare $30 a month, you shouldn't be in business.
Facebook Ads for awareness and ROIIn my opinion, because of AdWords, many companies now underestimate the importance and value of awareness and mindshare. I drank the instant-ROI kool aid too; I was Mr. AdWords from 2004 until 2010. We still do it, but we also know its limits. It can harvest the low-hanging fruit and look good in terms of attribution, but it can't raise awareness affordably. There are people in SEO and PR who look down on ads. I understand that aesthetic, but it's not as important as this opportunity. We know that organic Facebook without advertising is a tough road that's becoming more and more impassable. Pages with millions of fans find themselves only reaching 10s of thousands with their posts. Adding advertising to promote your posts ensures you get 10-100x the exposure of page posting alone. We have one big national brand client that's receiving $0.01 engagement clicks on several of their most engaging posts. There are enough case studies of companies getting positive ROI from Facebook advertising to know that it's feasible. But there are a lot of companies doing Facebook poorly or without sufficient analytics. One stat said that 41% of B2B companies didn't have the tracking in place to know what Facebook was doing for them either way. In fact, as of a 2013 HubSpot survey, 34% of businesses either cannot or do not calculate their inbound ROI at all. There's Facebook conversion tracking code you can use, and you can create ads that automatically optimize for conversions. Here's how to use it:
Facebook Advertising targeting optionsIf you're not super-familiar, here are some of your targeting options (use one, a combination, or all):
Facebook also has retargeting options like AdWords does if you want to diversify your owned media beyond email and fans.
They're also great for promoting events. You can not only get people to join your event for sometimes as low as $0.15 each, you can also reach the friends of the people who've already said they're going. Do at least $1 per day!Altogether, Facebook advertising is a powerful platform with a lot of options, and given its power, your company should have someone testing our Facebook ads for it, even if it's just at $1 per day! --- You may also want to participate in The Carter Group's 2014 Digital Advertising Survey, Sponsored by Moz. Here it is! Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
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I'll confess that I don't watch the Olympics, but you'd have to be living under a rock to be unaware of the corruption and the expense. An amorphous organization with no transparency, unclear lines of responsibility, huge amounts of politics and a great deal of unearned power.
I wonder what it would take to create an alternative?
Ford, Nike and Netflix each put up a hundred million dollars or so. The games would be held two years before each corresponding Olympics, benefitting both athletes (who can't always wait four more years) as well as curling-starved fans (not to mention advertisers). (Ted Turner tried this a long time ago, but I think it's time to try again in a post-broadcast economy).
To reflect a world that actually has electronic communications at its disposal, the games would be held in ten cities at the same time, not one, reusing existing facilities from previous games. With multiple time zones, the games could be held round the clock, and the logistical challenges of rebuilding a different city every time go away.
And to reflect a world engaged in social media, the games would be focused on abundance, on sharing, on permission, as opposed to straining to build a legal wall around what goes on.
(And in a Rollerball-like, post-sovereign twist, perhaps the teams are sponsored not by countries, but by companies, fraternal organizations and organized fans).
We'd need a new song, sure, and a name that over time would somehow gain ridiculous trademark rights, but hey, you need to start somewhere.
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I have the K1a1b1a mutation in my genes, a mutation that happened a few thousand years ago. If you have it too, then you're probably one of the millions of people who are distant cousins of mine. Most of us are related, in fact, as we're all descended from just four different women.
Genes spread. The ones that spread, win.
People are not necessarily selfish, but genes are. They're selfish in the sense that the only genes that are around are those that were part of organisms that had grandchildren. We can't assign a personality to a simple bit of data like a gene, but if we could anthropomorphize, we'd say that the gene is looking for opportunities in the environment to exploit, seeking out advantages that help it get reproduced.
Seen this way, the millions and millions of years of slow evolution of species makes perfect sense. A mutation occurs, and if it confers an advantage on the organism that it is part of, that organism has more kids, the gene is spread. If it doesn't, it disappears. This is one reason you need a new flu shot every year--because the flu mutates over time.
Richard Dawkins took this idea and riffed (in a single chapter of The Selfish Gene) on how ideas follow similar patterns. Robert Kearns, for example, created the mutation we know of as the intermittent windshield wiper. Before his invention, all windshield wipers on all cars worked at just one or two speeds. After his invention started showing up on cars, though, other carmakers saw the idea and it reproduced, moving from a few cars to more cars, until, like an advantage spreading through generations of a population, it was on virtually every car.
Or, consider the growth of guacamole as an idea. In less than a generation, it went from an unknown delicacy (the first recipe I saw included mayo) to something commonplace. Tattoos have a similar if more permanent trajectory.
Ideas that spread win. Ideas don't have to be selfish to win, in fact, it turns out that the more generous the interactions an idea produces, the more likely it is to spread. (Back to guac: it spread partly because it's a party food, so people discovered it when others shared it...)
Seeing your business or your project as a multi-generational organism, one that you can mutate at will, is a useful way to help it grow. I've written about it here and here.
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Mish's Global Economic Trend Analysis |
Is Chicago Mayor Rahm Emanuel a Friend of Taxpayers or Businesses? Or is Chicago Like France? Posted: 18 Feb 2014 07:13 PM PST Inquiring minds just may be wondering "Is Chicago Mayor Rahm Emanuel a Friend of Taxpayers or Businesses?" In case you are wondering, please consider what Illinois Policy Institute writer Jacob Huebert says via email. Chicago Mayor Rahm Emanuel recently proposed an ordinance that would regulate popular ride-sharing services such as Uber and Lyft in Chicago.Is Chicago Like France? Unfortunately, the answer is yes, if not worse. For sake of comparison, please consider the New Law in France: Limos Must Wait 15 Minutes Minimum Before Picking Up Rides To explicitly answer my lead question, Mayor Rahm Emanuel is no Friend of Taxpayers. Rather Emanuel is a friend of political cronies who undoubtedly contribute to his election campaign. But hey: Chicago is the "City that Works". The question is "For Whom?" Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Posted: 18 Feb 2014 06:04 PM PST I am not sure if any Mish readers have savings bonds, but undoubtedly some friends of Mish readers do. For those who do, here is a public service announcement: Nearly 47 Million U.S. Savings Bonds Worth Approximately $16 Billion No Longer Earn Any Interest Nearly 47 million U.S. Savings Bonds worth approximately $16 billion have reached final maturity and are no longer earning any interest.If you happen to have savings bonds or know of someone who does, please pass on this announcement. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Hollande Promises Tax Harmonization in Six Years if Foreign Businesses Invest in France Now Posted: 18 Feb 2014 01:15 PM PST French president Francois Hollande is seriously deranged if he expects businesses to take him up on his latest offer to Invest in France Now, See Harmonization in Six Years. Hosting 30 heads of French units of foreign companies at his Elysee Palace, President Francois Hollande pledged to guarantee that taxes on an investment would not rise later - as has happened in the past - and VAT and duty rules for firms would be streamlined this year.Skepticism Runs High Skepticism runs high according to a survey by pollster Opinionway of heads of 253 companies whose revenue grew more than 15 percent in the past three years.
The article notes that Hollande's promise came the same day as a new law was introduced in parliament to impose tough fines on firms that shut operations still deemed economically viable. Hollande did not give businesses any reason he could be trusted. Nor did he say how he would meet his "guarantee". Please note there is no legal basis for his promise. He wants 6 more years just to get to the break-even point in competitiveness, but he will be gone by 2020 anyway. This man is completely clueless about two things
Here's a hint Mr. President: 2020 is not even in the ballpark. Besides, no one believes you can even do that! Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Posted: 18 Feb 2014 11:31 AM PST Given stagnant wages and higher taxes, the only way households can increase spending is to go further into debt. The New York Fed quarterly report on Household Debt and Credit shows that is what happened. Aggregate consumer debt increased in the fourth quarter by $241 billion, the largest quarter to quarter increase seen since the third quarter of 2007. As of December 31, 2013, total consumer indebtedness was $11. 52 trillion, up by 2.1% from its level in the third quarter of 2013. The four quarters ending on December 31, 2013 were the first since late 2008 to register an increase ($180 billion or 1.6%) in total debt outstanding. Nonetheless, overall consumer debt remains 9.1 % below its 2008Q3 peak of $12.68 trillion.Housing Debt
Student Loans and Credit Cards
Auto Loans and Inquiries
Total Debt Quarterly and Annual Changes Annual Changes
Quarterly Changes
Clearly fourth quarter of 2013 was a big quarter for housing, but can it last? Auto loans had an average quarter, likely downhill from here. Trends in student debt are ominous. Newly Originated Installment Loan Balances Growth in auto loans and home installment loans appears to have peaked. Delinquency Status Percent of Delinquencies by Type New Delinquent Balances by Loan Type Seriously Delinquent Balances by Loan Type There are 31 pages and many other charts in the report. Inquiring minds may wish to take a look. Some big cracks beginning to appear? Sure looks like it. Unless job growth and wage growth pick up, especially wage growth for the bottom half, these trends may be as good as they get given the noticeable cracks and ominous trends in student loan debt. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
China Fooled the World (But It Cannot Last) Posted: 17 Feb 2014 11:16 PM PST Steen Jakobsen, chief economist at Saxo Bank emailed a pair of interesting links on the explosion of investment and debt in China. First consider the BBC report How China Fooled the World by Robert Peston. Robert Peston travels to China to investigate how this mighty economic giant could actually be in serious trouble. China is now the second largest economy in the world and for the last 30 years China's economy has been growing at an astonishing rate. While Britain has been in the grip of the worst recession in a generation, China's economic miracle has wowed the world.Will China Shake the World Again? In part two of the series by Peston (both links are promos for the BBC video that will play Tuesday), please consider Will China Shake the World Again? Perhaps the big point of the film I have made, to be screened on Tuesday (How China Fooled the World, BBC2, 9pm) is that the economic slowdown evident in China, coupled with recent manifestations of tension in its financial markets, can be seen as the third wave of the global financial crisis which began in 2007-08 (the first wave was the Wall Street and City debacle of 2007-08; the second was the eurozone crisis).Wine Country Conference II Want to hear a live discussion of what Steen Jakobsen thinks about Europe and China? Then come to the second annual Wine Country Conference which will be held May 1st & 2nd, 2014. We have an exciting lineup of speakers for this year's conference.
In addition, we expect confirmation from a number of other highly respected fund managers and speakers. This year's event is two days and will include additional "break-out" groups. For speaker bios, please check out Wine Country Conference Speakers. This Year's Cause: Autism $100,000 of the money raised last year came from a generous matching grant from the John P. Hussman Foundation. Some of us in the industry who have done well are making an effort to help others. John Hussman is at the very top of that list. One of John's kids has severe autism. This year, all net proceeds will go to support autism programs. Conference Details For further details about the 2014 conference, please see Wine Country Conference May 1st & 2nd, 2014 Nothing Like It! This event is not just another "come and hear someone talk" kind of thing. Attendees and their significant others can expect an educational, fun, and relaxed time. Last conference, we arranged wine tours. They were a big hit. We will do so again. One of the wine estates we visited had a Bocce Ball court. On a couple of miracle shots, I won both games I played. Stay an extra day and golf or travel. I did. The conference hotel is a fun place in and of itself. Unlike many other conferences, you will have easy access to speakers. Want to chat with me, Steen, John, or anyone else at the conference? You will have an easy chance. Not only do we have an excellent lineup of speakers, you will have an opportunity to meet with them, have intimate discussions on important investment topics, with a lot of fun on the side, including wine tours and great wine. There's nothing like it in the investment business. And your money goes to a great cause! What can be better? Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
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