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miercuri, 19 februarie 2014
What $10.10 would mean for you
Making America’s Trucks More Efficient
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Facebook 
Twitter | More Ways to Engage
Trucking Toward Energy Efficiency
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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 |
| 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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Seth's Blog : Is it time for a competitor to the Olympics?
Is it time for a competitor to the Olympics?
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.
More Recent Articles
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- I'm an elitist
- Modesty and hubris
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Seth's Blog : Genes and memes
Genes and memes
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.
More Recent Articles
- Done to us vs. things we do
- Too stupid to know better?
- I'm an elitist
- Modesty and hubris
- Two magical sentences missing from most job ads
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