Why You Should NEVER Boost a Post on Facebook
It’s easy as 1-2-3. You update your business status on Facebook, click ‘Boost,’ and select a dollar amount…voila, you’ve just run your first Facebook Ad!
I would say congratulations, but you might have just thrown that $5, or whatever you budgeted for, right out of the window.
“But, it’s only $5, what’s the big deal?”
Well, to that I say, “It’s never only $5. Done properly, that $5 can result in 500 Likes. Done poorly, that $5 can result in 5 Likes. So, you tell me, is five-bucks really just five-bucks when it can mean the difference between 495 new Fans and 5 Fans?”
Ah, I have your attention now…
Over the past year or so, Facebook has been attempting to make it easier for business owners and page admins to run advertising on their pages. It’s become as easy as 1-2-3. Facebook does not elaborate on the complexities of running effective advertising…they want your money, so they make it easier and easier for you to spend money…
And you run advertising with no direct targeting, no real location targeting, no interest, hobby or gender targeting, in fact no real audience insights at all. You give Facebook money and hope that Facebook will show your ad to the right people…
…people who live near your brick-and-mortar business who are highly interested in buying your product or using your services.
I hate to burst your bubble, but Facebook isn’t going to target your ads for you.
If you do want to learn how to Boost a post the right way, while still maintaining the ‘easy as 1-2-3’ method, let me walk you through it…but it’ll be more like ‘easy as 1-2-3-4-5.’
How to Properly, and Easily, Boost an Ad for the Highest Effectiveness
Step 1 – Develop a Facebook Post
Your first step is to develop the post itself. The Perfect Facebook post should have compelling copy (talk to your audience just as you would if you were standing in front of them), intent (why are you posting this…do you need a call to action), and an optimized image.
Step 2 – Boost Post
The Boost Post button is located right next to Publish Post. Like I said, Facebook makes it as easy as possible to give them money.
Facebook gives you three options:
- People Who Like Your Page (only your Fans will be targeted with this Ad)
- People Who Like Your Page And Their Friends (self-explanatory)
- People Who Your Choose Through Targeting (here’s where we go deep)
Truly, you have two options. People Who Like Your Page should not even be an option. Yes, you should always work on building relationships with your current audience, but you also always want to be expanding your audience.
So, your options are People Who Like Your Page and Their Friends, as well as People Who You Choose Through Targeting.
My suggestion, to get the highest Return on Your Investment, choose the last option.
Step 3 – Create Your Perfect Audience
You need to know your audience. If you expect to make a profit off of your products or services, you need to know who you’re selling to.
Start with location, which is easy enough. You can narrow it right down to Gilbert, Arizona.
Age and gender are also easy enough, but then we come to Interests. This is where you truly tell Facebook who you want to see your Advertisement.
So, if I were a veterinarian trying to reach more pet owners in Gilbert, I might target Facebook users who shop at Petco or Pet Club. Think about hobbies, magazines, tv shows, movies, department stores, non-profits, even other Facebook pages yoru target audience Likes.
Facebook will give you suggestions to use as Interests, but as you can see from this example, the suggestions are extremely broad.
Step 4 – Set Your Budget
You can literally set any budget you’d like, from $2 to $200 and so much more. My suggestion is to start small and scale up if the ad is performing well. Don’t worry, Facebook makes adding more money into the advertisement very easy.
Step 5 – Set Time Frame
You can also set the time frame. So, if you’re running a simple $2 Facebook Ad, I’d go no longer than 1 day.
Remember, we’re keeping it simple and effective.
Click Boost and you’re done! See, easy as 1-2-3-4-5!
Now you know how to correctly Boost a post so that you’re not throwing your money away!
If you have more questions about Boosting posts, or any other extremely complex aspect of Facebook Advertising, feel free to contact me!
How To Find Out What Facebook Really Knows About You…and use it to your business advantage
Seriously, Facebook knows not only what you are doing on their platform, they know what you’re doing off of their platform as well.
Facebook knows how much time you spend on a friend’s status update, whether you click on a news article, how much time it takes you to read that article, what you do on that website, what Pages and People you’ve looked at but haven’t Liked yet, and so much more.
Facebook knows where you shop based on your credit card purchases, how much you make, the size of your family, the age and gender of every member of your family, the type of pet you have…right down to the breed…even your favorite color and food.
As a consumer, this no doubt infuriates and scares you out of your mind. As an advertiser and business owner, this should excite you to the point of giddiness…
Today I want to show you how to find out what Facebook knows about you, and how Facebook allows it’s advertisers (people like me) to target you for specific reasons:
Step 1 – Find an Ad
Your first step is to find a Facebook Ad on your News Feed. It shouldn’t be too difficult.
Simply notice the “Sponsored” verbiage within the Facebook post.
Here we have an example of a Facebook Ad that was on my News Feed this morning…
Notice next to the Brand name “Yodle” is the word “Sponsored.” That’s how you know this is an advertisement.
In reality, this is an advertising fail, big time, because I do not own a spa! Haha. I feel bad for Yodle’s advertising team because for a company which is suppose to specialize in marketing, this is a huge fail.
Step 2 – Click the Arrow
In the upper-right-hand corner you’ll see an arrow. Click on it and you’ll be shown a drop-down menu:
One of the options that Facebook gives you is to select “Why am I Seeing This Ad?” Click on it.
Over the past year or so, Facebook has been doing everything that it can to improve transparency while simultaneously giving Facebook users more control over their News Feed.
There are two main purposes here…two reasons why Facebook gives you the option to see “Why” you’re being targeted with this ad:
Reason 1: Facebook wants to build trust with it’s users, and by showing them why they’re being targeted for specific ads it builds credibility…Facebook wants you to use it’s services, so the more it can increase trust, the more likely you are to stick around.
Reason 2: It’s taken Facebook a long time to realize that no computer algorithm can determine exactly what you want to see, when you want to see it. The Facebook News Feed has always been completely managed by algorithms designed to improve your Facebook experience…
Designed to show you exactly what you are most interested in seeing based upon your actions in the past. Along the way, actually just in the past two years, Facebook realized that a computer-generated News Feed can never be as competent or personalized as a user would like.
So, Facebook decided to give users more control over their News Feed…and this was one of the ways.
When you select “Why am I Seeing This?” you are not only being shown how you’re being targeted by advertisers, you’re also being given an option to provide feedback…
Does this advertisement apply to you or not? This is the kind of personal survey that Facebook loves because it’s a real person, not an algorithm, giving true feedback.
Step 3 – Find Out Why
The final step is when Facebook shows you exactly why you’re being targeted.
I am being targeted by Yodle because I am between 22 and 60-years old, and am similar to the customers that they already have.
It’s important to note that Facebook says customers and not Fans. If this explanation had said “similar to Fans that they already have” it would mean that my digital activities are similar to the digital activities of people who Like Yodle on Facebook.
But, because they are targeting similar customers, this means that Yodle is looking for people similar to those who have either visited their website, purchased their product or is on their newsletter list.
The big time fail is not in the targeting, because yes I would be interested in their services, but in their ad text.
“Spa owners like you need to relax once in a while.”
This one line turns me off to the entire ad. It tells me that Yodle has no idea what they’re doing. So, while I might have been interested in their products, I can give their ad negative feedback, which would increase their overall ad costs.
The important thing to remember about accessing this tool is that you now have the ability to see exactly why you’re being targeted with specific ads. You can see what Facebook knows about you and is providing to advertisers…
And Facebook knows everything…
Want more information on how you can use Facebook Advertising to find your perfect consumer and drive them to your website? Give me a call!
Want more information on how you can use Facebook to pay for the things that really matter in life? Give me a call!
How to Get Facebook To Pay For Your Next Family Vacation…For Real
THANK YOU, MARK ZUCKERBERG, for your forward-thinking generosity! And congrats on becoming a dad!
Mark Zuckerberg has announced that he is giving away $45 billion of Facebook stock. What you may not have heard is that he plans to give 10% of it away to people like YOU and ME! All you have to do is copy and paste this message into a post IMMEDIATELY. At midnight PST, Facebook will search through the day’s posts and award 1000 people with $4.5 million EACH as a way of saying thank you for making Facebook such a powerful vehicle for connection. WOULD LOVE TO PAY THIS ONE FORWARD!!! MERRY CHRISTMAS
If you haven’t seen that viral post on Facebook yet, you will.
If it were true, Facebook would literally be paying for your vacation! And that, my friends, would be amazing.
Unfortunately, it’s just another Facebook post hoax that annoyingly eats up your News Feed space and shows just how gullible and hungry we are for free money.
Let me tell you something, friends, free money doesn’t exist.
BUT, Facebook can give you a vacation! Seriously, Facebook can give you the freedom, the opportunity, to take a vacation…
spend less time at work, even spend more time with family.
I don’t know about you, but I often say that I started out on my own back in 2009 because I wanted to be in control of my life. I was getting married and starting a family, and I wanted to be able to take a day off to go up north…maybe a few extra days for camping…
I wanted to be able to go to my son’s baseball games, go with my wife to our boy’s doctor’s appointments…not miss those moments that really matter.
You probably started out the same way; wanting more control over your time, setting your own work schedule, freedom, independence.
It’s natural to want those things…everyone wants those things…
but it’s very few who are courageous enough to take that leap, to look fear in the eye and say,
“I’m going for it.”
You have my ultimate respect and admiration for being one of those few, courageous Gilbert residents who boldly stepped out on your own!
But, inevitably, work and life gets in the way and all of those sensational dreams you had for your startup, or your small business…well, it got complicated.
Facebook can give you your dreams back! How?
Let me show you…
Drive Local Website Traffic
Facebook will drive local traffic to your website.
People who are interested in buying your product or services will come to your website from Facebook…
all you have to do is lead the way.
As we move into a new year, prioritize your website.
- Make sure it’s mobile-friendly.
- Make sure it’s easy to navigate and speaks a clear message.
- If you want Gilbert consumers to buy a product, feature that product.
- If you want Gilbert residents to visit your store instead, make sure your map is front and center, as well as your hours and an incentive to get them to your storefront.
People will come to your website from Facebook! In fact, I drive hundreds, even thousands, of Gilbert consumers to client websites every month.
Why do you want more website visitors? Oh, so many reasons!
- eCommerce: If you sell any type of product on your website, traffic means sales and increased revenue!
- Awareness: If you want people to know who you are, to know you can be trusted, you want them on your website. Every credible Gilbert store owner and small business owner has a credible website, from Joe’s BBQ to Bergie’s. You want Gilbert residents to visit your website, understand what you’re all about, and trust you.
- Location: If you want people to come to your storefront, you’ll need them to visit your website to get directions or click on a live Google Map.
- Retargeting: Everyone who visits your website can be retargeted on Facebook for sales. For example, Suzy takes a peek at a holiday sweater but doesn’t purchase. Use Facebook to retarget Suzy with advertising and remind her about that awesome sweater! Retargeting on Facebook will absolutely give you the opportunity to spend more time with family in 2016 because revenue will spike!
Trust and Consistency
Facebook is a relationship-building juggernaut!
Seriously…if used strategically, Facebook will get Gilbert residents to trust you, believe in your message, even buy from you!
People trust Starbucks, and Disney…so that no matter how many times these companies raise prices, people will pay, because they trust the brand will deliver on it’s promises. The coffee with be hot and tasty, the park will be clean and magical.
Trust in Gilbert is earned, not given.
You earn it, as a small business owner, with consistency over time. People need to be able to depend on you, always.
Facebook gives you the tools to build better relationships,
to be more dependable,
to show consistency in what your promising.
Even though I started Linwright Design in 2008, and officially went out on my own in 2009, it wasn’t until now…moving into 2016…that I’ve decided to put all of my eggs into this basket.
My promise to you is to consistently provide tools, DIY tips, suggestions, secrets and advice on how to use Facebook to pay for that family vacation.
My goal is to get you spending more time with your family, just as I am to do consistently with my family…
it’s kind of a big deal here in Gilbert: FAMILY.
I spent three years contracting for a woman who wanted work before family. Evening work meetings, weekend calls, 8-hour deadlines, and no ‘family’ excuse was ever worth a grain of salt. I lived that life of anxiety and stress for 3 years, and, yes the money was great, but the stress it caused was not.
If you’re in that boat, if you’re spending more time on work than on family, let me help you with expert Facebook marketing that WILL increase revenue!
Let me show you how Facebook can pay for your next family vacation!
Double Your Gilbert Business in 2016…Top 10 Local Marketing Trends
You’re fired up about the possibilities of 2016, right?! You should be!
I’ll tell you what, I’m ecstatic about 2016. It’s going to be a remarkable year…
Can’t you feel the energy in Gilbert?
Out town is definitely special, always has been and is becoming even more so, and you need to be excited about that!
Here’s the deal…
I want you to succeed in 2016, and you know that in order to be happily successful this next year…to keep up with the remarkable growth of our “small town”…you need a kick butt online presence.
But, before I get into the absolutely essential strategies for success in 2016, you need to understand something:
Eight trendy new business went in downtown in 2015…8, in a two-block section of town!
Over $60 million will be invested in downtown Gilbert!
Why do you care? Because there are more people…strike that, more consumers, coming to Gilbert then ever before.
You better do everything in your power in 2016 to make sure that all 150,000 Gilbert Facebook users know who you are and want to buy from you!
But, 2016 should also be a year when you attract consumers from Chandler, Mesa and Queen Creek who come to our beautiful town because…
…well, because Gilbert is the place to be! Let’s make it the place to buy as well!
- Learn How To Create Better Images
A lot happened in 2015 in terms of social media marketing, but nothing as spectacular as the rise of content marketing…in it’s many forms.
Hopefully you spent some time in 2015 playing with Instagram, Pinterest and even Facebook images. And, hopefully, you discovered the power of what a beautiful image can do for your brand and your business.
Let me give you an example of a local business that has moved their entire marketing strategy to Gilbert images:
There was a time not too long ago when Gilbert Daily PRSS posted news, events, and insightful information about our town. This past year, that all changed, and they shifted all social media marketing to showcase beautiful images of our town…
…and you know what, they are getting HUGE engagement!
In 2016, take more photos – BETTER PHOTOS!
Experiment with unique angles and lighting.
Try text and badges on your images.
I want you to start noticing how different local brands take photos of Gilbert:
Staff and employee photos…
Storefront and staff…
2. Videos – Short and Sweet with a Local Message
Periscope hit like a tsunami in 2015, and you need to take notice.
You no longer are required to have high-production videos with expensive technology and editing, but you do need some personality and a message…something to say that resonates with Gilbert consumers.
If you’re anything like me, you are not a fan of seeing yourself on video…heck I don’t even like listening to myself speak.
But our greatest critic is…well…ourselves! So, let go of the fear and dive in. At least, that’s what I’m going to try to do, and you should to.
Download the Periscope app, watch some local videos and big brand videos, take notes, notice what you like and dislike, notice what resonates with your personality and what doesn’t. Connect your Periscope account to your multiple (hopefully) social media accounts and use the hashtag #GilbertAZ in all videos.
Don’t be afraid to take this risk. In 2016, your fellow Gilbert business owners and consumers will respond!
3. Don’t Sell, Add Value
There was once a time when a blog served two distinct purposes:
- Trick google with a plethora of keywords to rank higher
- Sell a product or service
Perhaps you’ve noticed, those days are long gone. In fact, if you were still using those strategies, Google has already discredited you and sales are probably dismal.
You need to provide value. This should be one of your highest priorities in 2016.
Every image, video, blog or status update needs to be valuable to your target audience: Gilbert consumers.
So, how do you make it valuable and still try to sell a product?
- Answer a question
- Share a relevant experience
- Feature your produce or service being used by Gilbert residents
- Provide additional uses for the product or creative ideas relating to your industry
- Always offer tips and DIY advice from your personal expertise
This all leads us directly to number four…
4. Less Blogs, Better Quality (more value)
As mentioned, the objective of blogging has changed dramatically.
Pre-2015 Objective: rankings, sales, write as much copy as possible each and every week
Post-2015 Objective: give Gilbert consumers the information they need, win their trust and subtly influence their buying decisions…don’t think a single purchase, think a lifetime customer
You’re not Target, nor are you Lifetime Fitness. People in Gilbert know these brands and trust they’re expectations will be met.
Unfortunately, you don’t have that type of influence…
No one is interested in your product or service, they are interested in the feeling, the result that your product or service provides.
For example, you’re not interested in the nitty-gritty of Facebook Retargeting or developing the perfect Facebook Ad. You are interested, however, in the result…the insane amounts of traffic your website gets, the increased phone calls and purchases.
Your consumers are the same way. They aren’t interested in reading about where red roses are grown, how they are nurtured or how they end up at your flower shop. They are interested in photos of those red roses in bouquets and what how the final product will turn their wedding into something beautiful.
See the difference?
So, in 2016, stop posting about the THINGS you sell and start posting about the benefits, emotions and results of those items.
Also, instead of the old adage of posting a short blog once a day, go with something more powerful just once a week.
Aim for emotion, not rankings and sales.
5. Collect Emails
Are you collecting emails from your customers, clients and patients? In 2016, make a commitment to collect emails from everyone interested in your product or service.
Do you ever notice how often cashiers at San Tan Mall retail stores ask for your email? Every time you check out, someone will ask for your email, and, hopefully, will give you an incentive to provide said email. Ever wonder why they do this?
Emails are powerful. You’re thinking, “sure, they’ll send me some newsletters, spam or coupons and that’s why they want my email.”
Actually, that is the last reason why they want your email. From you email they can pull information from your connected social media accounts, particularly Facebook, where they can learn more about the people who buy their products. You can do the same thing! Which, ultimately, will help you understand your buyers better and get more sales!
In 2016, collect emails!
6. Personalized Email
I shoot my subscribers and email every time I publish a new blog. Why? To keep things personal. In fact, I keep in contact more with my subscribers than I do with most of my closest friends, simply because my closest friends already trust me…I’m still building trust with my subscribers…
…and that takes consistency.
It also takes personalization. You need to know your audience. Know their desires, their fears, the things that drive them.
For example, I know that you want business success…but that’s too easy. I also know that you want to spend more time away from work, more time managing and less time doing all the work, more time going on vacation and less time thinking about vacation. I know that you started your own business to help out your community, but, more importantly, to do things your way…the right way.
When you understand your audience, you can develop emails that seem highly personalized, even if you’re sending them to hundreds, or thousands, of consumers.
7. Social as Search
Google is the search powerhouse. When you need something, you ask Google. In fact, when my 4-year-old son needs an answer, he asks Google…literally…and with a quick “Ok Google” he can get the answer to any question.
Google will always be the search powerhouse, but in 2016 more and more consumers will turn to social media for purchase decisions and answers to their questions.
For example, interested in finding out what the hottest wedding dress trends are for 2016? Today, most brides are searching Pinterest for that information, not Google.
Need a quick meal for dinner? Moms are using Pinterest more than ever for these types of searches.
In fact, you might be using Pinterest right now to plan your holiday decorating, or to get gift ideas.
What do consumers use Facebook search for? Business research! They are using Facebook to find out how active your Facebook page is, how many reviews you have, the types of photos you share, and so much more!
8. Privacy Concerns
Privacy took center stage in 2015, with so many data breaches and security issues, people are becoming more vigilant about their digital security.
You need to take notice, and make sure that your customers and clients feel safe using your services or purchasing your products.
In fact, having a safe and secure website will help your Google rankings as well, because Google will only show love to those companies who show they can protect consumer safety.
If you have an online store, make sure the checkout is safe and secure.
In 2016, it would be wise to have a digital security expert audit your website and checkout process for any irregularities.
9. Facebook Advertising
You know, I’m biased. Facebook Advertising is what I love, and so, obviously, it has to be on the list.
But in all actuality, you need to be running Facebook Ads in 2016…even if it’s just $50 a month. Honestly, with the right strategies, $50 can end up making a HUGE impact on your bottom line.
What can $50 do? Let’s see…
First, it can drive targeted, Gilbert consumers to your website. Consumers who you might not have gotten in front of otherwise.
Second, it can introduce your business and grow your brand with videos…at just $0.01 per Video View…seriously.
Third, Facebook Advertising in 2016 can allow you to target Gilbert residents who are ‘engaged’ or ‘likely to move’ or parents of preschoolers or seeking tax information. If you have a service or product, Facebook Ads will find those who need it.
Fourth, you can retarget anyone who visits your website and remind them to come back!
For example, for $50 you can tell Suzy, who checked out a popular product last week, that her birthday is coming up and it’s time to buy that product and stop dreaming about it!
10. Get Out There
This is the year for the Gilbert small business owner! Sure, 2015 was a great year for growth in Gilbert, but 2016 is the year that we capitalize on that growth!
You need to capitalize on that growth! Get out there, make yourself known, meet some people, network, visit other businesses, run deals with other Gilbert businesses, run marketing together, be creative.
This is the year all Gilbert business owners support each other, lift each other up, and be successful!
Today I want to talk to you about the value that you (and the customer) place on your products and services.
Ultimately, we’re going to look at your prices and value…
…yes I said the “P” word…
and how Facebook can positively influence both of these elements for your Arizona small business.
If you’ve built an engaged, impassioned collection of fans on your Facebook page, you already have a digital security blanket…
I’ve lived in Gilbert, Arizona nearly all of my life, and have built many Customer Acquisition Funnels for businesses you’ve probably used in the past. A key element in all of these success strategies, no matter the industry or size of the small business, is passionate fans.
A business owner’s clients and fans are her greatest assets, especially when it comes to keeping marketing costs low…
I’m a big fan of TED Talks, and while many have stuck with me over the years, there was one statement from one individual – the owner of a local bbq joint – that has truly stuck with me as I transition from the big marketing agency to my small business clients:
Your brand is your competitive advantage.
This rings so true for so many companies, from our new Top Golf here in Gilbert, to Starbucks and, of course, Disney. The customer experience – the personal reality every individual has with your brand – is your greatest asset. If you can create an atmosphere, online and in-store, that facilitates an agreeable and memorable experience for your guests and customers, you will succeed in growing overall numbers.
According to a recent report from MarketingCharts.com on the effectiveness of Facebook advertising, the average click through rate in 2014 rose from 0.18% to 0.36% globally. In the U.S., the average click through rate increased from 0.09% to 0.14%. That’s just pathetic.
If we take a look at the average cost per thousand impressions, that also increased to 55 cents.
In 1921, Walt Disney formed his first animation company. He made some big city deals, shook some big shots’ hands, and was on his way to success – or so he thought. In a very short amount of time he was forced to dissolve his company, nearly losing everything, including a place to live.
Taking risks is what defines a business owner. You’re said either to be a risk taker, or not. You cannot truly succeed in business without a degree of risk taking. It’s part of the reason you are where you are today. Business ownership is definitely not for the faint of heart or for those who aren’t willing to risk a little.
Disneyland was built on a dream, and an indistinguishable brand that, even in the 50’s, had an incredibly strong Fan base of passionate advocates. Its unwavering commitment to it’s own brand and it’s own message has made it the powerhouse that it is today, and has protected it from many unfavorable situations, both with Disney’s control and beyond Disney’s control.
The Power of a Brand
At this very moment, at the close of market on January 22nd, Disney’s stock is up to $95.15, which is significantly higher then it was just 3 months ago, even with the rising measles outbreak that seems to have stemmed from within Disneyland. With nearly 60 cases of the measles recorded, including 4 cases within Disney employees themselves, the brand continues to rise. In fact, according to a Disney spokesperson in a recent NPR article, park attendance has not even been affected by the outbreak.