The Five Rules of Facebook Advertising


1.5 million businesses across the globe spend money on Facebook Advertising, but not everyone does it effectively.

If you’re ready to make a meaningful impact with your Facebook Advertising, we’ve compiled a list of five rules for you to follow!

1. Start with a goal

Every great campaign must begin with a goal. Your goal could be as simple as “I want people to watch my new commercial,” or “I want our target audience to visit our website.”

One of the best reasons to use Facebook Advertising for your business is that you have the opportunity to completely control what the user does. By starting with a goal in mind, you can regulate the outcome of your campaign and see ROI.


2. Type of Ad

Once the goal is established and written down (seriously—write it down!), you’ll easily be able to select which type of Ad you’ll use to drive your campaign’s results. Here are a few types of Ads and how you can best utilize them:

Lead Generation Ads. Why? Lead Generation Ads help to not only advertise a specific offer, but to also bring direct leads to your team, including the purchaser’s name, email, phone number, zip code and other custom information

Website Ads. Why? Website Ads on Facebook are a cost-effective way to send targeted traffic to a specific point on your website or landing page. The goal is to send potential customers to a form on these pages to capture their data and convert them to customers

Video Ads. Why? More video is watched on Facebook than any other type of content. Capitalize on the power of video by using videos as compelling content to draw customers in and frame your brand story. Remember to always start with a dead shark moment, too!

Page “Like” Ads. Why? Page “Like” Ads help to consistently encourage your target audience to “like” your page, effectively growing your messaging platform


3. Audience

The next thing you need to think about is your audience—who are you targeting with this campaign? When working with Facebook Ads, there are endless opportunities to narrow down your audience to a specific group of people that will take action and convert.

Start by looking at age and location, then narrow it down further by targeting people’s interests, behaviors, education level, household income and more. The more specific you can be, the higher the chance of conversion. Plus, only 45% of marketers are currently utilizing these features!

 

4. Budget

Once your audience is defined, it’s time to figure out exactly how much you’ll be spending. Go to your Ads Manager account and you’ll find a tool on the right-hand side to help evaluate how many people you’ll be able to reach with certain budget amounts. For example, you’ll reach more people in your target audience if you run a two-week campaign with a lifetime budget of $200, rather than running the same campaign with a daily budget of $5.


5. Analyze & Optimize

One of the best parts of Facebook Advertising is the ability to analyze and optimize your campaign. From looking at basic numbers like reach, frequency, impressions and clicks, you’ll also be able to evaluate more specific metrics like what percentage of your video was watched, what type of device people interacted with your Ad on and where they saw the Ad (Facebook newsfeed, Instagram or even Facebook’s Audience Network).

Take a look at the data as a whole, then split it up into manageable chunks, to really evaluate what parts of your campaign performed well and what didn’t. To take your analysis one step further, also look at the data in comparison to the Google Analytics tracking on your website. If 500 people clicked on your Ad, what did they do once they got to your website? Having this extra layer of data analysis will help to really evaluate your campaign’s success and ROI.

 

TAG’s Social Media Experts

If all this talk about advertising is still having you questioning whether a boosted post or a lead generation Ad is best for your goal, give TAG a call! Our team of social media experts know the ins-and-outs of Facebook Advertising, and can take your goal and create a meaningful Ad to drive ROI for your business.

 

Bring Your Social Media Customer Service to Life

Bring Your Social Media Customer Service to Life

A strong social presence allows you to communicate with your customers and build lasting relationships with core target markets and niches. A study by Bain & Company suggests that when companies engage and respond to customer service requests over social media, those customers, on average, end up spending 20 to 40 percent more with the company. With all the potential social media has tooffer your business, you need to make sure that your social media customer service is top-notch. Here are a few tips to help bring your online customer service experience to life.

Ditch the ScriptDitch the Script While automation is great in most aspects of life, when it comes to responding to customers on social media, you want your responses to be personalized and personable. Responding with personalized messages is time consuming, but we promise that your customers will appreciate your attention to detail and embrace your customer-first focus.

Really listen Talking and responding to customers via social media opens the door to new avenues of truly understanding their needs, wants and concerns. It’s important to stay up-to-date with what consumers are saying about your business on a daily basis, and take into consideration their comments. If consumer comments are consistently negative, think about ways your business could utilize their comments to better your customer experience. If comments are positive, give yourself a pat on the back, and then respond thanking them for their support. Anything you can do to show your audience that you’re listening is great!  

Be speedy When it comes to responding to customers on social media, speed matters. In fact, 32 percent of social media users expect a response with 30 minutes, and 42 percent expect a response within 60 minutes.Bottom line, make every effort you can to respond to your customers as quickly as you can.

Take things offline OfflineNot every issue can be resolved via social media. Sometimes,responses require sensitive customer information and need to be taken offline, or transferred to another channel, like email or phone. But just remember to do this in a way that will not annoy the customer. One study revealed that 37 percent of respondents mentioned that “getting passed around” from agent to agent, or department to department, is a major source of frustration. When taking things offline, do so in a friendly manor, kindly asking your customer to call a specific number or to email your business to further discuss their concerns.   By delivering a great customer experience via social media, you can build longer and stronger relationships, and create more loyal customers. The social media team at TAG understands the importance of a timely social media customer service strategy, and will work with you to ensure that your customers are happy and being heard. Contact us today to learn more!

The Value of Social Video

They say a picture is worth a thousand words, but a video is made up of 24 pictures in each second! Are you incorporating the use of video into your social media strategy? Video captures a moment in a unique way that words and photos cannot.

According to Cisco, 80 percent of global Internet traffic will be video by 2019.  The use of video on social media platforms is exploding—with no sign of slowing down.  Whether your business uses Twitter, YouTube, Facebook, Instagram or multiple platforms, video needs to be an integral part of your action plan.

No matter what your industry, there’s a way that you can utilize social video to engage your target audience.

 

Give your audience a backstage pass

Give your followers a sneak peek into your day-to-day work or show off your silly side.  This is a great tool to let your followers get to know you better and to build brand loyalty.

#DanceParty Friday’s at the TAG office!

A video posted by TAG Communications (@thetag_team) on

 

How-to videos If you’re like us, your Facebook newsfeed is blowing up with videos of people making amazing looking food and showing you how. Utilizing video to show your followers how to do something is one of the easiest and engaging ways to create content.

       

 

Show off your talents Show off your talents or how to do something in your videos. You can use your social media platforms and video to highlight your skills and talents. These videos are mesmerizing and engaging!

 

 

Highlight your products, or launch a new one 

Show off your products in a fun way that appeals to your audience’s interest and curiosity.

 

 

Facebook’s Algorithm Update

Social video is growing increasingly important with updates to Facebook’s algorithm.  With this update, Facebook will put more emphasis on the use of native video files. Your content is more likely to show up in your followers’ newsfeeds after this update when you embed a video in your status updates, rather than sharing a YouTube video link.

 

Video is a great way to engage your audience and add fun, compelling content to your social media library. TAG is your go-to source for creating professional-quality social videos to compliment a great social strategy, effectively engaging your target audience to take action. Visit our website today to get started on your first social video!

 

TAG Employee Highlight—Anne Spoden

TAG Employee Highlight—Anne Spoden

AnneA Business Marketing & Management graduate of Augustana College, Anne Spoden serves as the Director of Digital Services at TAG. Working closely with clients to build innovative lead generation strategies, Anne enjoys helping clients attract and retain customers with fun, engaging marketing tactics.

What’s Anne’s favorite part about social media marketing?

“I love the human element that social media marketing brings to the table. Social media is ever-changing which also allows me to be creative and explore new possibilities for our clients.”

But before Anne decided she wanted to work in the marketing industry, she had a few other aspirations in mind.

“When I was little, I really wanted to be a teacher, like my mom. But after I realized that I have no patience, and a bit of a diva personality, I figured I should find another career path.”

And we’re so lucky she has chosen a career path at TAG!

“My favorite thing about working at TAG is the people—hands down. It’s rare that you get to work at a place where you actually like the people you work with. But at TAG, I can honestly say that I not only like my coworkers, but truly value the creativity and personality they bring to the table.”

When she’s not working or chowing down on cheeseburgers, you can find Anne either exploring the Quad Cities, or curled up on her couch binge-watching the Real Housewives.

“When I’m not at work, I like to spend time with my fiancé Jim. Together, we like to travel and explore new, fun places in the Quad Cities. I’m also a huge Real Housewives’ fan. In fact, one of my goals in life is to start a Real Housewives of the Quad Cities!”

She’s also loves to show off her hidden talent …

Anne Party Tricks

I’m double jointed. I can twist my arms all the way around, and bend my fingers back to my wrists. It’s gross, but makes for a great party trick! ”

You do you, Anne.

Oh yeah, and she’s also getting married this summer—congrats!!!

 

Did you enjoy learning more about Anne? Keep checking our blog for more awesome employee highlights! TAG, we’re it!

What Can Marketers Learn From Political Campaigns?

What Can Marketers Learn From Political Campaigns?

When it comes to marketing, brands can learn a lesson or two from political campaigns.

Be human, trustworthy and transparent

Don’t forget to show some personality! It’s important and necessary to get your message across, but it should be done in a way that makes the audience feel at ease and comfortable with your brand. Just like no one wants to vote for someone that they cannot trust, people don’t want to do business with brands that they deem untrustworthy.

From the start of both a marketing and a political campaign, the goal and messaging needs to be defined.  If messaging isn’t defined from the beginning, it leaves your intent and meaning up to interpretation.  Identify what you’re trying to communicate and be active in advertising that message.

Video is still effective

Video is an extremely effective tool, especially for search engine optimization. It’s much more likely for your audience to remember a video than it is for them to remember a simple text message. Video, especially online, has seen a growth in spending over the last few years. In fact, it’s estimated that candidates will allocate 30 percent of their advertising budget to online media sources this year!

Promote your message on multiple channels

Political messages have been invading your television, radio, mail and social media feed for the last few months. Promoting messages across multiple platforms and channels is something that politicians have become very good at. From mail pieces to radio and television commercials, and now social media, politicians are everywhere.

In order to win a political campaign, a politician’s goal is to get their message in front of as many people as they possibly can. Facebook, Twitter and blogs are growing in popularity among political candidates. These aren’t the only social options though. Candidates can consider more ways to increase their content by using sites like Slideshare, YouTube, or Google+, too.

Social Media

While promoting your message across multiple platforms is important, social media can be a double-edged sword. Social media is a great tool because such a large population is on these platforms. It extends your reach and your ability to have a conversation with your target audience. Those factors are great for any candidate and brand!

But the bad news is that things on social media can change in a second. Social media is a two-way conversation, and followers are bound to post, share and comment on the content you publish—both positively and negatively.

 

Politics may not be your favorite topic, but political ads and campaigns can teach us some great tactics about marketing. What have been your key takeaways from a marketing standpoint this election year? Join the conversation on our Facebook page! And if your business could use some help with your marketing efforts, visit our website!

Three Key Elements Every Social Media Campaign Should Have

Three Key Elements Every Social Media Campaign Should Have

As social media continues to grow, so do the amount of clever and engaging social media campaigns. If your business wants to keep up with the ever-growing power of social media, you need to engage your audience and potential customers in a new, fun way. Social media campaigns offer your business a creative, impactful way to enter the minds of your customers.  Here’s three key elements every successful social media campaign should have!

1. Measurable goals
The first step to a successful social media campaign is creating a well thought out plan, with goals and benchmarks you can measure along the way. Now, it’s important to make sure your goals are specific enough to truly measure your campaigns success. For example, creating a goal like “get the word out about X product,” is not a specific enough goal. But on the other hand, you must make sure your goals are not too narrow that they constantly feel out of reach.

For goal setting, try setting three goals that accommodate low, medium and high levels of audience engagement. Below are examples of measurable low, medium and high goals.

Low: Increase the number of “likes” on our Facebook page by X percent by the end of the campaign

Medium: Have X number of users share/retweet campaign content

High: Have X number of users share their own story with us regarding our product or services

You can also create more general goals—like increasing brand awareness, or driving more traffic to your website—so long as you create measurable benchmarks to help define your success after the campaign has ended. If you’re looking to increase brand awareness, incorporating a sharing aspect to your campaign is a must, and if you’re wanting to increase conversions to your website, consider including a form for users to fill out before being eligible to receive the value being offered.

2. Cross-channel promotion

Promoting your campaign on multiple social media channels is an excellent way to increase campaign reach and improve your possibility of audience engagement. The best social media campaigns are part of an integrated marketing campaign, where your efforts on social media are supported by a number of other channels. For users more active on social channels, your cross-promotion will help remind them of your communications, and for users not as active on social channels, it will inform them of your efforts and remind them of your value.

Cross promotion also allows you to reach users of varying demographics, as well as target users on multiple channels at different times. Just be careful with your segmentation and timing—you don’t want to overwhelm your audience with messaging or annoy them with offers and campaigns.

 3. Analysis

Was your social media campaign successful? Was it a waste of time and resources? Without thorough analysis, you’ll never know! In the analysis stage, it’s important to thoroughly evaluate your predetermined benchmarks and goals—which is why it’s so crucial to determine these before beginning your campaign. When analyzing your campaign’s success, you’ll also want to go beyond just whether or not you met your goals—you will want to evaluate other metrics that increased—or decreased—as a result of your campaign, as well. This information will help you develop a unified, strategic marketing plan moving forward.

 

Are you ready to take your social media marketing to the next level with an engaging social media campaign? A great social media campaign is about more than just reaching your audience, it’s about engaging your audience in a meaningful way that will positively impact their perception of your business, and change their buying behaviors. The social media team at TAG understands that, and is here to help elevate your business with a great social media presence. Contact us today!

Humanizing your Digital Strategy

Screen-Shot-2013-07-24-at-3.25.44-PMWe tend to trust our friends more than a business or a brand. So when your friend tells you something about a brand, you’re more likely to believe what they’re telling you rather than when a brand makes a claim. So how do you make your brand more trustworthy? How do we humanize our digital strategies?

Talk like a Person!
Shift your thinking and adjust your messaging to be more relationship focused rather than “salesy”.  Talking to your followers in a way that is not a sales pitch or corporate jargon is much more interesting to them, and they’re more likely to engage with you.

Usabilla reports that 79 percent of digital marketers will increase their content marketing budget in 2016, and 60 percent of marketers see the biggest challenge as producing engaging content. If you’re simply a mobile sales pitch, you’re going to annoy your followers and end up losing customers in the long run. Advertising a sale or a special offer gets some engagement at first, but too much sales talk will annoy your audience.

Interact with People
Respond to questions and comments from your followers. Better yet, ask them to engage with you by posing a question or asking for their input! According to Usabilla, 56 percent of customers are more likely to buy when given a personalized experience. And when someone responds to you, be sure you let them know that you’re reading their input by commenting on it, liking it or favoriting their response. This is a great way to start a real conversation that feels human-to-human rather than human-to-brand.

Show off your Team and Workspace
Your audience wants to be able to put a face to the words they read on your social platforms or your website. Take pictures or produce videos and webinars where your employees can show off their personalities. Visual content is 40 times more likely to get shared on social media than other types of content according to Kissmetrics. Give your followers a glimpse into your working world and let them feel like they’re getting a behind-the-scenes tour. Doing this makes your followers feel closer to you, and will make them want to get to know your brand more.

Be Authentic and Transparent
Be mindful that all of your messaging should reflect your brand values to create authenticity. And if you make a mistake, whether it’s something little or something big, just come clean about it. We’re all human and we all make mistakes. Humanize your brand by not covering these things up, but by owning your mistakes.

Your followers want to have a conversation with a person, not necessarily a business or a brand.  You can improve your digital strategy by making engagement with your followers feel like they’re talking with a friend, rather than a business. For more information on how to humanize your digital strategy, give the experts at TAG a call or visit us online!

How to Utilize Pinterest to Grow Your Business

How to Utilize Pinterest to Grow Your Business

Currently, there are over 100 million active users on Pinterest. That means that there are more than 100 million users who could potentially interact and engage with your content. What has turned into the go-to place for individuals to collect and organize everything they love, now offers businesses an ideal platform to showcase and market their products—especially if their products are visually appealing. Could your business benefit from Pinterest? Keep reading to find out!

Advantages of Pinterest over other social platforms

  1. Pins have a longer lifespan than posts or tweets: Because over 80 percent of pins are classified as “re-pins”—compared to 1.4 percent of tweets that are re-tweeted—pins have the potential to reach more users over a longer period of time. While the average lifespan of a tweet or Facebook post is measured in minutes or hours, the average pin can come up in user searches months or years after it was originally pinned. And because Pinterest is commonly used to help users plan for big life events—like a wedding, baby or new home—pins chosen by these users are likely to be active for longer periods of time.
  2. Drive consumer purchasing behavior: Because Pinterest is visual by nature, businesses can use their products to catch the eye of potential consumers with fun, visually-engaging content. Pinterest acts as a product review platform, shopping catalog and customer advice column all in one convenient location, which means that (if done correctly) businesses can market their products and close deals all in one space. In fact, 25 percent of customers reported buying a product or service after discovering it on Pinterest, and admitted to only buying products once they could see the product in real life settings—like through photos on Pinterest!
  3. You set the terms: Thanks to its pinning board capabilities, Pinterest allows businesses to get as specific or as broad as they would like. You can set up a tightly defined board that only covers one product or service that you offer, or you can create general lifestyle boards—the choice is yours. Users also have the power to follow only the boards that they are interested in, which makes Pinterest more appealing because it does not require an “all-or-nothing” attitude—like Facebook or Twitter.

Is Pinterest right for your business?

  1. Visual appeal: Are you selling a product? Is it a visually-appealing product? Do you have high-quality, web-ready photos of your products? If the answer is yes, yes and yes, then chances are, Pinterest is right for your business. The trick to a sound Pinterest presence is quality over quantity. Remember, if you want your audience to engage with and respond positively to your photos, you must make sure your photos are clear, concise and of the highest quality.
  2. Gender split: Is your target market mostly female? 85 percent of current Pinterest users are female, so if your business predominantly targets women, Pinterest is the place for you.
  3. Industry dominant: Just like all marketing platforms, certain industries will benefit more from one platform than others. Due to its visual nature, industries that benefit from Pinterest include fashion, event planning, home and lifestyle, flooring and health and beauty.
  4. Social presence: Does your business already have a Facebook or Twitter account? Pinterest works best if you are able to cross promote your boards or pins on various social platforms, so before you create a Pinterest account, make sure you’re up and running on other social platforms, as well.

 

Pinterest is a wonderful tool businesses can utilize to capture their audiences’ attention, and communicate with essential target markets—plus, it’s fun! Here at TAG, we love Pinterest, and we’re ready to help you utilize its capabilities to its fullest potential to help your business skyrocket in the marketplace. Are you ready to become a Pin-master? Contact us today!

Valentine’s Day—Social Media Style

Valentine’s Day—Social Media Style

Social media friends, be warned—Valentine’s Day is this weekend! Whether you classify yourself as single or taken this year, Valentine’s Day can cause anyone to feel a flurry of unsavory emotions—especially with all those crazy V-Day posts blowing up your news feed! Follow us as we examine the types of social media posts you can expect to see this Valentine’s Day, and uncover the true essence of this Hallmark holiday.

Look What I Got!
It happens every year—your friends upload photos of their special Valentine’s Day haul, captioned with something like, “My boo knows me so well, he’s the best! #loveyou #ValentinesDay.”

If you’re single, these photos just serve to show you another romantic holiday you’re missing out on. But don’t worry, whether you’re sitting at home sulking, or out with your love, we can all agree that spending the evening of Valentine’s Day scrolling through social media and judging your friends gifts is a treasured tradition.

 Look What I got

PDA, Go Away
Come on, Kimye—knock it off. Why is it that couples feel the need to share their PDA via social media every Valentine’s Day? We’re not prudes, but no one wants to watch you and your significant other play tonsil hockey all over our news feed. And let’s be honest, seeing your friends celebrating the day with their significant others is the worst when you’re alone, stuffing your face with Krispy Kreme Doughnuts.

Kimye

Anti-Valentine’s Day
There’s bound to be one or two people on your feed who hate Valentine’s Day, and are determined to let you know. This year, be prepared to witness a few posts about how Valentine’s Day is a made-up holiday, or how being single is the worst. When you run into these posts, our advice to you is to scroll right along, and thank yourself for not giving into the crazy.

Liz Lemon

Single’s Awareness Day
The complete opposite of V-Day haters, some people take a different approach, and turn Valentine’s Day into their own personal Single’s Awareness Day. These individuals are truly an inspiration to us all to look on the bright side—and for that, we thank you!

V-Day Ecard

Alright, everyone. Now that you know what to be on the lookout for, it’s time to prepare yourself for the onslaught of social media posts this weekend. Even if you’re absolutely dreading Valentine’s Day, we can all agree that the holiday we’re REALLY looking forward to is February 15—Discount Chocolate Day!

Discount Chocolate

Put the heart back into your content

Putting Heart into Your Content Image

Content marketing budgets are predicted to continue increasing, and social media is becoming inextricably linked to a successful content marketing strategy. However, it isn’t always simple to write content that engages and, more importantly, converts. One of the best ways to get that attention you’re looking for is to write content with heart in it, and these are a few tips to help you create content that hits your audience right in the feels.

Do your research

Stay on top of the industry you’re writing for. Set up Google alerts, follow partners and competitors on social media and subscribe to the feeds that will make you a semi-expert in that field. Relevant content starts with relevant information. Ask yourself: “If I made my living in this industry, what would I care about right now?”

Breathe life into your content by using an original voice

After jumping on the bandwagon topic for the industry (you know, for relevance), be sure you stand out. Take the angle that will resonate most with the brand’s target audience. Instead of another voice in the crowd, be a trusted source of information by carefully tailoring your content.

Pick a topic and stick to it

Especially on social media platforms, each individual post should speak to one specific topic. Keep the message clear by efficiently stating the topic, what piece of it you’re addressing and why it matters. This way, content is distributed in easy-to-manage bits that won’t confuse, bore or annoy your audience.

Put your best foot words forward

You have milliseconds to make a good first impression. Put the brunt of your information right at the front of your content. Use relevant photos and impactful words to get your message across even before your audience fully reads your post.

Make the company’s heart beat

The easiest way to lose an audience is to focus on the subject of the company. Warm up your posts by directing attention toward human aspects of the business. Leave out jargon, tell stories, highlight individual people, have fun and reassure your audience that there are, in fact, humans behind that digital platform.

 

If your content doesn’t seem to be hitting the mark, contact TAG. Our team of experts is ready to help you put the heart back into your content. TAG, we’re it!