Daily Archive: April 22, 2018

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How to Conduct a Social Media Audit in Just 30 Minutes

https://neilpatel.com/blog/social-media-audit/

The number of worldwide social media users will surpass 3 billion by 2021.

That’s more than a third of the Earth’s population!

That creates an incredible opportunity to reach online users, and you shouldn’t pass it up.

But not every platform works the same for every business. That’s why it’s important to review what’s working and what isn’t.

Otherwise, you risk wasting time, energy, and money on flawed campaigns.

But don’t worry. That’s where social media audits can help.

In this post, I’ll show you how to perform a social media audit in just 30 minutes.

The result will tell you if you’re on track to hit it big or if you’re at risk of flushing more dollars down the drain.

But before we get to that, let’s talk about preparing your audit.

How to prepare your social media audit

“Auditing” can sound intimidating.

I’ve worked with agencies that charge tens of thousands of dollars and take months to complete a single audit.

In this case, though, yours will actually be pretty simple. We’ll take a look at each platform and identify a few critical KPI benchmarks to gauge progress.

So, how often should you perform an audit?

Ultimately, you can do them as often as you’d like to. I recommend quarterly at the very least, but every week is best if possible.

The point is that you do it consistently and in a way that works for you.

I recommend creating a spreadsheet to maintain all of the information you’ll be recording. Google Drive is a great place to do so since it’s free. Here’s how to do a simple one.

Pull up Google Drive and select the “New” button.

From the drop-down menu, click “Google Sheets.”

Now, you’ll have a fresh spreadsheet to work with. I like using Google Drive because you can share them with your team, partners, and other vendors.

Next, you’ll want to label the columns.

These will be categories that list account information and key performance indicators.

What exactly should your columns contain? Here are some ideas:

The username and URL for each platform that you’ll audit
The number of followers for each account
Engagement metrics
Demographic information
Popular content

These create a nice base to work off of. Here’s what my spreadsheet looks like now.

It seems a bit empty, huh? Let’s fix that by entering our account information.

I’d suggest that you date your audits or add monthly sections to them. This helps track monthly changes when you audit again in the future.

Since every platform is unique, you could also add columns for network-specific metrics.

With this basic template, you’re ready to use your auditing spreadsheet. Now, it’s time to get to work.

I’ll walk you through analyzing Facebook, Pinterest, Instagram, and Twitter.

Facebook

Facebook collects tons of useful data about your Pages and organizes it in one place. You can access it by visiting the Business Manager section.

Just click the drop-down menu in the top-right corner of Facebook and select your Page under “Business Manager.”

For this example, I will use the account of a friend’s small startup I am currently advising.

On the following page, Facebook will give you valuable insights into both your ad accounts and the business Page itself.

Since we’re focusing on general social media today, let’s first take a glance at the overview.

Right away, Facebook displays information about your Page likes, reach, and the engagement you’ve accumulated. You can filter the results for today, yesterday, the last seven days, or the last 28 days.

Next, click the arrow to the left of your Page to see a breakdown of your best-performing posts.

This will tell you what type of content is delivering the most engagement and reach. With this information, let’s go back to our spreadsheet and fill it in.

It should look similar to this:

As you can see, I’ve entered how many new followers I’ve gained, how much my engagement has improved, and what content performed the best.

What about demographics?

For that, you will need to visit the Facebook Insights Page. This will give you a report on all of the Pages you run.

Select the Page you’re auditing and it will take you to an overview.

As you can see from Megalytic’s perspective, selecting the “People” tab will display demographic data. This includes your fan demographics along with users you’ve reached and engaged.

Each tab will show you:

The ratio of men versus women that follow you
The number of users in each age group
Which countries and cities your followers are from

You have to market differently to every target demographic. Take note of which gender, age groups, and locations make up the majority of your fans.

You can use this data later for tailoring content. But first, let’s input some of this data into our spreadsheet.

With that simple Facebook audit, you should now have a good idea of who your target audience is and what content they enjoy the most.

When you decide to audit your Page again, you can compare these metrics to the updated ones to see how your content is performing.

Pinterest

Pinterest is a goldmine for marketers.

It’s a platform that heavily rewards quality infographics and visual content. It also offers an awesome analytics page to boot.

Once you’ve upgraded to the free business account, you can select “Analytics” and “Overview” from the top-left corner.

The overview will tell you your average daily impressions, average daily viewers, and most popular content. These first two metrics are convenient for measuring your account’s growth.

As we saw with Facebook, understanding what content performs best will help you offer more of it in the future. This can further increase your engagement and pins.

What kind of content do you notice performs well for your page?

To dig into the demographics of your Pinterest follower, you can click the arrow beside “People you reach.”

You will find information about their location, gender, and language.

Clicking the “Interests” tab shows categories that your followers are most likely to be interested in.

Record these in your spreadsheet. In the future, you could publish more content in these categories to see if your followers enjoy them.

Next, you’ll see your impressions, saves, and clicks on the “Profile” page.

Saves and clicks are arguably the most important metrics here.

Seeing which posts users save the most will tell you which content to focus on and which to dial back.

It also reveals which types of pins are driving the most traffic to your website.

Selecting the “All-time” tab shows you which pins received the most shares and ranked the highest in searches.

Do you notice any similarities between the pins that are receiving the best feedback? Note this in your spreadsheet.

Record any important data in your spreadsheet. By now, your spreadsheet should be filling out quite nicely.

Instagram

Instagram is the go-to social media platform for fashion, beauty, and health brands.

Instagram already has over 700 million users. And more than 70% of US businesses are now using it to reach customers, too.

If you upgrade to a business account, you gain access to Instagram Insights. This is their native analytics tool to aid you in measuring performance.

It won’t give you insights into content that you posted before you upgraded, but it will give you information about your posts from then on.

As you can see below, it’s accessible from both your account page and individual posts.

If you visit the Insights homepage, it will give you a general overview of your Instagram account. It first shows follower and post counts for the previous week.

Below this, you can find a graph with information on:

Impressions
Reach
Profile views

Going further, we have the “Followers” section. This contains some basic demographic information about your Instagram followers.

If you want to find out even more about your followers, click “See More” at the top-right corner. That will pull up two graphs.

One will show you the hours when your followers are most active.

The other will reveal which days they are most active.

You can use this to find the most optimal day and hour to post.

Posts

Next, it’s wise to analyze how your photos are performing. You can do this in one of two ways.

The first option is to select an individual post and click “View Insights.”

Likes, comments, and saves will appear at the top. Under the “Actions” section, Instagram tells you how many profile visits, followers, and website clicks you received.

Since hashtags are a huge part of marketing on Instagram, take the time to see which ones attracted the most users.

Consider adding that to your spreadsheet as well if you’d like.

Over time, you will be able to weed out the lesser-performing hashtags and replace them with better ones.

The second approach is to navigate to the posts area of the Insights homepage.

Click “See more,” and Instagram will display every post from the last year and their impressions.

You can further filter it by time, type of content, and measurements such as comments or likes.

There are numerous ways that you can take advantage of this.

For example, you can filter by content to discover whether your audience likes photos, videos, or carousel posts the most.

Refine it down to comments and you may notice which captions or questions get the most responses.

Stories

Have you ever posted an Instagram Story?

For businesses, it’s a fun way to show followers behind-the-scenes action.

With the Insights tool, you can dive into how your Stories are performing. Simply open a Story and click the viewers on the bottom-left area of the screen.

You will find which users viewed the Story, total impressions, and reach. It also documents actions like replies and clicks.

Use this to determine which content followers respond to the most positively with Instagram Stories.

[youtube https://www.youtube.com/watch?v=eTSYQiLboOE?feature=oembed&w=700&h=394]

Twitter

Twitter advertising is one my favorite techniques for quickly gaining attention because it’s so simple.

If you visit the Ads Manager, you will gain access to your account’s analytics.

Let’s start by selecting the “Analytics” drop-down menu and clicking “tweet activity.” This will let you view tweet engagement, impressions, and more.

First, Twitter is nice enough to give you a convenient graph of your impressions over the last 28-day period. You can change this to the last seven days or a custom number as well.

Click the “Top Tweets” tab to see which of your tweets in a selected period are the most popular. Twitter determines this based on engagement and impressions.

Do you notice any trends?

Are certain calls-to-action or styles of tweets doing better than others?

These are questions you should ask yourself to further complete the audit.

Do you know who your followers are?

Well, you can figure that out by visiting “Audience insights” under the “Analytics” tab on top again.

Make sure that you change the selection to your followers.

At first glance, you’ll see an overview with several tabs.

On this first page, you can see information about your followers, such as their:

Interests
Consumer buying styles
Household income categories
Wireless carrier
Gender

 

If you click the “Demographics” tab, you’ll see the following:

It’s safe to say that Twitter has a seriously impressive analytics system. It’s convenient, too.

From exact regions to home value, there’s nothing you won’t know about your followers.

Moving along to the “Lifestyle tab,” you’ll get a better idea of what interests them. This is great information to use for tailoring your content.

If you know what they like, you can integrate that into what you post.

They will feel much more connected to your brand when they know that you understand them on a deeper level.

For those of you who are involved in e-commerce, you’ll find a special benefit to the next tab, which is the “Consumer Behavior” tab.

Twitter shows us what kind of consumer buying style our followers fall under and what kind of consumer goods they enjoy purchasing.

This is a goldmine if you sell products online.

It’s literally telling you how they prefer to shop and what they’re looking for.

Finally, the “Mobile Footprint” tab tells you which carrier and devices your followers mostly use.

What should you do with your audit?

So, you’re sitting back and marveling at your in-depth spreadsheet. Now what?

It’s time to get marketing.

You now hold a great deal of data that you can use to improve your social channels and your business as a whole.

You should start with content.

What type of content does your audience like the most? Try producing more of this and measure the results next week or next month.

For example, you may find that your Facebook fans prefer videos over images. As simple as it sounds, delivering more videos could be the easiest way to increase shares and engagement.

I recently posted this video on Facebook:

And it was a direct result of a simple social media audit like this.

I’m investing a ton into video because I’ve seen that it produces the best results across almost every platform.

Now, I typically don’t talk about “finding your passion” and that type of stuff. I usually like to stick to nerdy marketing ideas.

But I’ve noticed that more personal topics like this get an awesome reaction.

So, guess what?

I’m adding more topics like this to my content calendar.

The whole reason for producing this content is to gain awareness and increase engagement.

The purpose is not to try and sell anything.

Instead, you want to mix content types and topics to drive the most interest possible.

Then, you can run retargeting campaigns with custom audiences to eventually sell to everyone who’s watching, commenting, and hitting the Like button.

Target a more defined audience.

With all of the research you’ve performed, you also now know a lot more about the demographics of your fans.

Things like age, gender, and location are much more concrete.

In the beginning, you probably had a rough idea of what your ideal user was like. Now, you know for sure.

I’d recommend searching for market reports based on your target demographics. These will give you further ideas on how to serve them better.

Even infographics like this one from Goldman Sachs on millennials can contain rich nuggets of knowledge about your audience.

Going off of this example, we might experiment by offering free shipping, discounts, or other convenience as the studies suggest.

Once you’ve compiled all of the previous data on your users, it’s simple to find out what works for them.

Reports and similar publications will detail trends and opportunities to take advantage of.

New sales channels and promising promotional strategies are some things to expect.

Overall, you know what your ideal user responds to the best, so you can tailor more content toward that.

Work smarter, not harder.

You now also know which platforms are delivering the biggest results.

You can use this information to implement what we call the “80/20 rule.”

It involves doubling down on the social networks that work the best for you.

Perhaps Instagram and Facebook drive the most traffic. If that’s the case, then focus your attention on those platforms.

Putting more energy into just a couple of networks may create more results than diversifying.

This rule also applies to content and advertisements. The data is telling you what works the best, so consider shifting your focus to just a few key areas.

At the same time, you can take this opportunity to test out different platforms. At the end of the day, you’ll never know until you try.

Maybe another social network would perform incredibly well, but you just haven’t tested it.

You can test a couple on a smaller scale and look at the results before you invest too much time into it.

You should also now be setting goals for your social accounts, including:

Follower count
Engagement numbers such as likes or comments
Traffic that you drive to your website

When you perform another audit, you should be able to do it faster. You’ll be much more familiar with the process, which will help you streamline the process.

And, when you perform your next audit, you can track changes by comparing your numbers to your previous audits.

Over time, you will have a vivid picture of how your social accounts are developing.

Calculate budget and ROI.

Do you include ads in your marketing strategy?

If so, you’ll want to make them a component of your audit.

Ad platforms on Facebook and Pinterest, for example, will record the performance, costs, and other metrics for the ads you run.

Analyze which ad types and creatives are bringing you the best results. You could invest more of your budget into these while dialing back others.

This way, you can avoid spending money on advertisements that don’t deliver the most value.

Even small experiments with paid campaigns can help you better calibrate your organic efforts.

I integrate SEO and PPC for this very same reason.

I run a quick PPC campaign to find the keywords that convert best within an industry. Then, I’ll start building out content and SEO campaigns around this new data.

The same applies to social. Run paid campaigns to quickly identify top content, audiences, and so on. Then, tailor your organic efforts around what already works.

Conclusion

A social media audit doesn’t have to be long or tedious.

If you follow what I’ve outlined in this article, you can complete yours in as little as 30 minutes.

Every social media platform offers analytics and insights that you need to take advantage of.

You’ll become a master at all of them with enough practice.

They will enable you to improve your marketing strategies and speak to your audience in their language.

Preparation and organization are the keys to a successful audit. That’s why a simple spreadsheet is so handy.

You’ll want to keep a record of how these numbers increase or decrease over time. That way, you can draw conclusions about what’s working and what’s not.

Set a schedule to perform your audits, too. You could do them on a weekly, monthly, or quarterly basis.

Don’t be afraid to experiment by trying out new networks. You can add these to your next audit.

Set goals based on the collected data, and you’ll be consistently growing your social accounts over time.

What do you think is the most important part of a social media audit?

The post How to Conduct a Social Media Audit in Just 30 Minutes appeared first on Neil Patel.

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The Future of In-Store Retail?

sourced from: http://www.dsamedia.ca/the-future-of-in-store-retail/

Last weekend my boyfriend and I were at the Walmart Supercentre in Tsawwassen, and we noticed that when you first walked in, they had a wall of about 50-100 of handheld scanner devices. Upon further inspection, we learned that they were apart of a program called Scan & Go. Scan & Go allows shoppers to scan their own items, and then at the end they can go through the self-serve checkout and quickly load everything into the checkout machine and pay. Here’s a photo rundown example of our experience:

 

The handheld devices look like smartphones with handles on them. To scan items such as bulk foods or fruits/veggies, you simply plop them on a scale, print off the tag and scan the code. After we scanned everything, we went to the self checkout and scanned a sign at the top saying “Scan & Go”. From there it’s supposed to upload everything you’ve scanned, and you can simply pay and leave. Unfortunately we got a pop-up on our device saying we were randomly selected for a quality check, and then had to wait for about three minutes as there were no workers around. Other than that, the system seemed very seamless, and very easy to use. It was also handy to have a personal price checker with you.

So this leads me to my question about the future of in-store retail. Self-serve checkouts had a bit of a rocky start, but they are a lot of people’s first choice now when checking out. Will consumers see this as another way to have total control over their shopping experience, and make it appear faster? And would this approach work for all types of retail?

Recently we’ve seen a few changes to the retail landscape. Starbucks in Seattle decided to do a test trial of a cashless store, only accepting plastic. Also in Seattle, Amazon launched an AI-powered store, which is one step further from a cashless store, allowing users to pay with their phones and not accepting traditional credit or debit cards.

Looking at the future, as more and more things become automated, how will this affect jobs? In a lot of instances, I can see this eliminating the need for sales people. Let’s take a look at the car industry. Back in the day, people used to go to dealerships and kick tires, ask a bunch of questions and try to negotiate for a full tank of gas. Tires will always need to be kicked, but for me personally, I investigate a car completely online before going out and looking at them in person. So what’s the role of a car salesperson? Getting the keys for a test drive, and then filling out paperwork after if needed? If there was a system where you had to sign in, verify who you were, leave some sort of collateral and then were able to gain access to keys for a test drive, what more would we need? Just a self-serve check out and that car is yours. This is totally hypothetical though, we’ll probably have flying cars that drive themselves by that point. Either way, no salesperson.

This industry seems to be changing pretty quickly as of late, and I’m interested to see where it is heading. These new concepts, along with the increasing minimum wage, will definitely have an affect on small business as well, reducing the amount of human interaction needed.

 

The post The Future of In-Store Retail? appeared first on DSA Media.

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Who doesn’t need more traffic? Check this out…

sourced from: http://youtu.be/f8fbLg5IcMA

[youtube https://www.youtube.com/watch?v=f8fbLg5IcMA&w=640&h=360]Go Here To Learn How To Build An Online Business In 2018: http://saatrck.com/lifepreneur/youtube Thanks for watching “List Building Tutorial – How To Build A Big List Step By Step Training”…

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Hack Your Way to 10,000 Podcast Downloads with These 15 Tips

sourced from: https://neilpatel.com/blog/grow-your-podcast/

Back in July of 2016, I started a podcast with Eric Siu called Marketing School.

We’ve come a long way since then.

In fact, we are over 600 episodes into our podcasting journey.

Sure, we had existing audiences on our other channels and platforms, but we still needed to get them to show up and listen to our podcast.

Eric has been podcasting for years and brought a lot of experience to the pod.

I have been a featured guest on many other podcasts, but this was my first foray into hosting a podcast.

Our podcast started with zero listeners and zero downloads on day one.

Every podcast does.

Everyone starts on equal footing.

Podcasters like Jeremy Ryan Slate are reaching 10,000 podcast downloads in a little over a month.

Sound too good to be true?

This guide will show you 15 simple hacks to grow your podcast to 10,000 downloads or more.

So whether you are just getting started or an old pro looking for some fuel, these tips will help you ignite the fire and get your voice into ears around the world.

Podcasts are starting to generate big bucks

Podcasts are going mainstream.

Big investments are starting to flow into podcasts, podcast networks, and studios over the last few years.

Gimlet Media has now raised $27M for its network with popular podcasts like Startup and Reply All.

If you don’t feel like podcasting has truly gone mainstream just yet, then you probably haven’t heard about the Gimlet Media story becoming a TV sitcom on ABC starring Zach Braff.

Research estimates that there are between 250K and 425K podcasts available to listeners today.

It will continue to get harder and harder to get discovered in this medium when you compete against media and publishing powerhouses who are now investing significantly in podcasting.

You need an edge to be successful.

How you get that edge could make or break your podcast.

Audiences have more options than ever before. It’s your job to make them pick your podcast.

The problem is simple.

Many new podcasters don’t know how to use podcasting hacks to grow audiences and downloads.

You can’t turn off the mic, hit publish, and wait for the downloads to come streaming in–even if you have audiences on other platforms as I did.

Marketing School was able to get over a million downloads in just four months.

This is how we did it:

[youtube https://www.youtube.com/watch?v=V3gR0DbXe0c?feature=oembed&w=700&h=525]

Where you are in your podcast journey will make a significant difference in the approaches you take to hack your way to more podcast downloads.

As I see it, there a three major phases of every podcast.

Pre-launch
Launch: The first eight weeks
Life after launch

Where are you in your podcasting journey?

With all the big bucks flowing into podcasting, it’s time to start hacking and start seeing downloads.

1. Begin with value before you ever launch

A few months before his death, Albert Einstein said this:

“Try not to become a man of success but rather try to become a man of value.”

Mr. Einstein may not have been talking about content marketing. But his advice rings true for marketers.

The most successful podcasts deliver consistent value.

Take TedTalks, for example. They offer over 2,700 podcasts, all designed with an educational slant.

The TED Radio Hour podcast is one of the top most-downloaded shows available today.

Consistently create and deliver valuable content listeners can count on from both your programming and your guests (if interviews are part of your podcast format).

Your audiences will show up if you do.

There are literally hundreds of other things that you can do to make your podcast a success.

Start by sketching out a list of potentially valuable interviews or episode themes.

Q&A sessions do well for episode topics in any area.

Find topics in your niche on AnswerthePublic.com or Quora that you or your guests can answer on your podcast.

Quora has over 190 million monthly users. That’s a deep research pool!

2. Produce quality audio without the cost 

When it comes to audio and production quality, you have to sound like a professional every time.

The good news is that you don’t have to break the bank to produce a high-quality podcast, thanks to the multitude of cost-effective equipment options available to podcasters.

Five years ago you probably could have gotten away with using the speaker on your phone or recording your guest interviews on a cell phone.

Not today. Consumers will just find another podcast that sounds like it was created in a studio.

Many podcasters offer up lists for their favorite podcasting equipment and the best microphones.

Check out what some of your favorite podcasters are using and create your own wish list.

For example, Seth Feingersh, the audio engineer for Gary Vaynerchuk’s podcasts shares a running list of the equipment he prefers.

It is much easier to deliver professional content when you’re working with professional tools.

3. Find the “super listeners”

96% of the most dedicated podcast fans recommend content to their friends and consume twice the content of the average listener.

We call these people “super listeners.”

On average, they listen to about 13 podcasts per week and are generally “podcast loyalists”–subscribing rather than downloading individual episodes.

So how do you attract them?

First, make it easy for them to subscribe to your content in a couple of clicks.

Second, offer in-depth content and consider building on it from episode to episode to keep them coming back.

And finally, create enough content to satiate their appetites for it.

4. Find guests that fit your niche

Securing guests can seem like a catch 22 in the beginning.

You can’t interview top-notch guests without an audience and you can’t build an audience without guests, right?

After all, size matters to big-name personalities who have a lot of requests for their time.

Thankfully, there are ways to get guests to commit, even before you’ve built up a big following.

How?

Look for the right people in the right places.

One way is to look for authors and experts with upcoming book releases or publications. There is nothing an author loves more than a podium to talk about their work.

Just make sure their subject matter aligns with yours.

If your community is their community, then you’ve already won half the battle in booking a guest for a podcast episode.

Amazon is an easy tool to help you find authors who may want to pitch their book.

Simply filter your book search by “coming soon” to see what topics are coming down the pike that fit your podcast.

Tradeshows and conferences are another great recruiting venue. Take a look at the agenda and exhibitor list of experts that fit your niche.

As you secure guests, don’t forget to ask them for referrals to gain access to future speakers.

It only takes a few high-caliber guests to create a snowball effect.

Take author and entrepreneur James Altucher’s podcast, for example.

His interviews are personable and offbeat, but more than anything, James makes it worthwhile for his guests to invest their time with him by giving them center stage.

As a result, guests are lining up to be on his show.

When I agree to appear as a guest on a program, I always make sure the podcast complements my own message and content before I say yes.

When Nathan Chan, the CEO of Foundr, asked me to be a guest on his podcast, I knew it was a good fit.

Foundr is geared toward entrepreneurs and marketing professionals.

I was confident that I would add value as a guest of the show and that it would help me gain new followers in return.

It’s worth repeating: Podcast success always comes back to delivering specific value–to both your audience and the guests on your podcast.

Know who you should target for your guest list and then go after them without apology.

5. Brand with clarity

It’s better to be clear than clever with your podcast branding.

Your audience should be able to tell what your podcast is about by just looking at the cover art.

What do you notice about the featured list of podcasts from NPR?

Simple descriptive titles?

Clear categories?

No crazy spellings of common English words?

All of the above.

Podcasting expert Jeff Haden offers this advice:

Definitely take the time to do the brand work. You need creative, well-executed cover art for your podcast because people scan the Apple podcast app to determine what they want to listen to next. Your goal is to stand out, so put real effort into the artwork that accompanies your content.

Don’t overthink your podcast branding. Help your audience find you quickly or they’ll give up and listen to what someone else has to say.

6. Be everywhere your audience downloads content

Before cable and streaming video services of your favorite television programming, if you produced a program, you sold it to one of the three broadcasting channels.

Today, you can syndicate your podcast on all of them at the same time.

Why would you want to do that?

We’ve already discussed that podcasting is growing.

You need your podcast to be front and center on every channel your audience uses to stream podcasts.

In the car, where many of us consume audio, AM/FM radio and personal media collections (primarily CDs) are giving up ground to media streamed through our smartphones.

Edison research data shows this rise in podcasting:

At the same exact time traditional radio is dying:

As consumers, we want what we want, and we want it right now.

No more suffering through annoying radio spots to get back to the programming we tuned in to hear.

We are slowly tuning out of radio and turning on our smartphones to deliver the content we want.

Podcasting is simply audio-on-demand.

Consumers demand choices, and among those choices are the major syndicates for media.

The large media and publishing companies that have dominated the airwaves for years are starting to embrace the podcasting trend.

They are shifting their programming and advertising spending to podcasting in an effort to not lose ground to the upstarts.

If you are going to win against big media and all of the other creators trying to get an edge, it starts with getting discovered.

If listeners can’t find you, then you don’t exist.

Start by leveraging visibility in the podcast directories for iTunes, Stitcher, Soundcloud, and Google Play to get more downloads.

The way to get discovered in directories is to know how to play the discovery game.

You need listeners that care.

Kevin Kelly’s assertion that you only need 1,000 true fans to make a decent living as a creator is up for debate for podcasters using the popular crowdfunding support service Patreon.

The top twenty podcasters using the platform have built a large following of supporters and are successfully supporting their podcasts.

Podcasting can be another piece of your evergreen content marketing strategy. You don’t need an immediate ROI, but you do want to reach your ideal audience.

So, if you’re pre-launch or way past launch you will need a strategy to get listeners to become subscribers who will rate your podcast well and then review it.

I will discuss that in more detail later in this post.

First, have you heard of the Kickstarter crowdfunding platform?

If your campaign doesn’t get fully funded, you get nothing from those the people who pledged to back you as a creator.

It seems harsh, right?

It forces creators into a sense of urgency. Since your campaign has an end-date, you want to ensure that everyone discovers you and supports you during your brief campaign.

But only 36% of projects get backed.

So what does crowdfunding projects have to do podcasting?

Podcasts fail for the same reasons that Kickstarter campaigns don’t get funded.

They did not get enough people to care.

Publishing your podcast on a syndication platform won’t get you noticed. You have to do something notable first to get discovered.

Don’t just submit to the syndication platforms and wait to be noticed. Be worth noticing.

7. Hack to the top of Apple’s “New & Noteworthy”

As a new podcast, you have eight weeks to make the Apple New & Noteworthy list.

To get featured in time, you’ll need a podcast launch plan.

The algorithm Apple uses for the list is still relatively unclear, but the metrics that matter are around the velocity of subscriber growth, 5-star ratings, and reviews.

So how do you get more people to subscribe, rate, and review your podcast during those crucial first eight weeks?

First, don’t forget to email your subscriber list and invite them to listen.

Secondly, reach out to influencers and journalists in your niche and pitch the value of your podcast.

Ask if you can cross-promote with other podcasters.

Finally, create shareable snippets to get the word out on your social media channels.

Wavve does an excellent job of creating buzz in their social networks about their upcoming podcast episodes.

8. Friend of a friend

Don’t forget to leverage the audiences of your guests.

It’s free marketing.

To take advantage of it, podcasters need to make it easy for guests to share episodes with their email lists and social networks.

Getting introduced to their networks opens up your podcast to new listeners and potential new subscribers.

If you’re attracting audiences that fit your niche, it stands to reason that their audiences will also enjoy your content.

Grant, from Millennial Money Minutes, knows how to leverage guest networks. His advice:

We’ve tried to interview guests who have their own networks in our niche, so when the episode goes live, they share us within their network – so since we are all in the personal finance space, it gives us very targeted exposure. It’s not a random guest – we always interview guests who always have a following that will align with ours.

Sharing is caring, friends.

It shows that you are interested in helping your guest grow their personal brand as well as your own.

9. Contribute to the tribe

Being a valuable contributor to online communities will expand the reach of your potential podcast audience.

How do you find the right ones?

Communities like Facebook and LinkedIn groups, online forums, and other digital congregations are great places to find an audience.

Spend some time observing to see what group members are talking about.

Can you contribute to the discussion? Great!

Jump in with both feet.

There are even communities just for podcasters to gain insight on how to better interact with their peer groups and audiences.

10. Leverage your social network

Promoting your podcast through social channels like Twitter is a valuable way to traffic back to your podcast, website, or syndication application.

We promote our daily Marketing School podcast on Twitter.

And don’t forget about that “friends of friends” hack.

Influencers will also promote relevant content through their social feeds for you if you ask (and offer a promotion in return).

11. Inspire your audience to take action

I talked earlier about the importance of helping your audience subscribe, rate, and review your podcast.

Apple makes it simple for your audiences to do all three through simple, timely popups.

Leaving a rating separates the good content from the great content quickly and with an easy visual (stars).

Don’t be bashful about asking your audience members to leave a 5-star rating.

It will help your podcast with that coveted “new and noteworthy” ranking.

Get creative when you ask for reviews.

Offer swag giveaways or run contests as an incentive for your audience to spend their time on a review for you.

12. Show up again and again and again

People expect you to produce new valuable podcast content consistently.

If you call your show a “daily podcast,” then produce every day.

We always produce new episodes well ahead of the daily commitment that we have made to our audience to keep the content well from running dry.

If you turned on the TV for the big game and the players just decided not to show up to play, what would you think?

Don’t leave your audience hanging.

Commit to a schedule and keep your content delivery promises.

13. Improve your interviewing skills with practice

First of all, know that it takes a lot of experience to be a better interviewer.

It doesn’t happen overnight.

You have to interview people to gain experience and get better at the process.

Pat Flynn has been interviewing guests on his podcast since 2010.

Needless to say, he has a ton of practice interviewing guests of all kinds.

Don’t fall into the trap of comparing your early interviews to podcasters who have more experience than you do, but watch experienced interviewers and learn from them.

14. Interview swap

Booking guests can be a chore.

Just like any other chore, there are services you can enlist to alleviate the burden.

Companies like Interview Valet and Interview Connections can help make the process a little easier to find and book guests for a podcast.

Some companies, like Interview Valet, connect potential guests with podcast hosts for a fee, but it is a worthwhile investment if you want to keep your focus on content instead of administrative tasks.

15. Get ranked in search

Every podcast needs a home base.

It’s a separate site outside of the syndication platforms where you can grow your audience engagement.

Ranking for SEO with your podcast follows the same principles as ranking for your blog or web pages–it comes down to good writing to engage readers and following search engine best practices.

Creating thoughtful show notes is just one of the ways to improve your SEO for podcast content.

As a bonus, it will also help your guest’s SEO ranking after their interview with you.

Just like with your podcast branding, be descriptive and straightforward in your notes so your audiences can easily find you.

Conclusion

Hanging out your shingle in the podcast directories and chanting “Produce it and they will come!” is not going to cut it in an ultra-competitive market.

Take blogging for example.

You know you have stiff competition in the blogosphere, right?

It hasn’t stopped you from consistently writing blogs even though there are millions of unique voices typing away right now.

Your podcast is your chance to be heard.

Literally heard.

Make it count.

It takes work–especially if you want to produce quality content for your audience. There is a reason that so many podcasts fail so quickly.

Be the exception.

If you want more downloads and subscriber engagement, you need to do more than turn on the mic and start talking.

The majority will give up too soon.

They will skip a few steps, cut a few corners, and ignore those who have found success before them.

I built an audience of true fans who showed up via a million downloads in four months at the Marketing School podcast.

Now it’s your turn to put the 15 hacks above into action.

What strategies have helped you improve your podcast downloads and grow your audience?

The post Hack Your Way to 10,000 Podcast Downloads with These 15 Tips appeared first on Neil Patel.

0

How to Get More Facebook Traffic by Posting Less

sourced from: https://neilpatel.com/blog/facebook-traffic/

I continuously hear the same questions from my clients:

“How can I start using Snapchat?”

“Should I be posting more Stories on Instagram?”

These new platforms are obviously important. But my response is typically the same:

“Well, what are you doing with Facebook, first?”

Facebook might seem old and tired now. But it still tops the charts at nearly 2.2 billion people who are active at least on a monthly basis.

Of those, over 63% (or 1.4 billion) log into Facebook on a daily basis.

Going by the most recent tally, global penetration for the social network is an astounding 22.9%.

This means that more than one in every five humans is on Facebook.

It’s enough to make any marketer’s mouth water.

With so many people using Facebook, it would be natural to assume that posting more content to the social site would give your content more opportunities for users to see it.

But that’s not exactly how it works. In fact, it’s actually the opposite.

Wait. Why would fewer posts mean more reach? Does that even make sense?

Actually, it does. Here’s why.

Facebook’s new algorithm prefers quality over quantity

Your organic reach is the number of people who see your “free” posts.

And while there are strategies to boost your organic reach, it’s only getting harder and harder.

In fact, the vast majority of Pages have seen a continual decline in their organic reach over the past several years.

Some suggest that the changes to organic reach reflect a shift in the company’s priorities as Facebook focuses on maximizing profits from its hugely popular advertising system.

The chart above shows how Facebook’s stock has increased while average organic Page reach has decreased, implying some sort of correlation.

Changes that Facebook has made to the News Feed algorithm mean that Facebook Pages can count on much less organic reach than before.

One of the specific changes to the algorithm pertains to how Facebook counts post views.

Previously, Facebook would count a post as a view if it merely appeared on a user’s News Feed even if that post never appeared on the user’s screen.

With the algorithm changes, a post must actually make it onto a user’s screen before Facebook will count it as a view.

It’s always been this way for paid (or “boosted”) posts, but it now counts organic reach in the same way.

This change would be significant enough to reduce organic reach.

According to a post from Mark Zuckerberg, they made these changes to the News Feed algorithm as part of a new direction for the platform.

They want to help Facebook users have more “meaningful interactions” on the platform by making sure they’re seeing content from family, friends, and relevant branded content.

But here’s the bottom line:

Due to the overflow of marketing content on Facebook, the algorithm underlying the News Feed now prioritizes paid content over organic content.

This limits a Page’s ‘organic’ content from dominating the News Feed and allows users to see more posts from their friends and family.

Of course, their alternative is for you to pay to promote your posts.

And Facebook has developed ways of weeding out all the noise so that only the trustworthy, informative, and relevant content remains.

For example, here’s a full list of posts they will automatically de-prioritize in users’ streams:

Posts with clickbait headlines:

Posts in which you attempt to “engagement bait” the audience:

Posts that share fake news:

Posts that appear to be videos but really aren’t (“video clickbait”):

Posts that link to low-quality websites:

Posts that contain or reference outdated information:

Videos that are extremely short:

But wait, there’s more.

Facebook breaks the News Feed algorithm into four components:

Inventory, or the total amount of available content that could potentially show up in your feed
Signals, or the various considerations about the content that determine whether it shows in your feed
Predictions, or considerations about the person posting a piece of content
Overall score

With the News Feed algorithm having undergone some pretty extensive changes and an overall refocusing, it’s a sink-or-swim situation.

You have to learn how to compensate for the new status quo. Otherwise, you’ll sink into News Feed obscurity.

But what if you want to actually grow your reach and gain more traffic? Is that still possible in lieu of the News Feed prioritizing in-network content?

It absolutely is.

[youtube https://www.youtube.com/watch?v=29Z7xkOJ3Z0?feature=oembed&w=700&h=394]

And you can do it while posting less content on Facebook than ever before. Plus, by posting less content, you’ll save time.

Here are five tips to help you do this.

1. Familiarize yourself with how the new algorithm works

The “signals” are the only component of the algorithm that you can control.

You can see some of the signals the News Feed algorithm essentially scores as it determines whether a post should appear in a user’s feed.

Some of the key signals include:

When someone posted a piece of content
What type of content the post is
How much engagement (e.g., likes, comments, shares) the post has gotten
Who’s been engaging with the post

How, exactly, do you influence those signals?

Here are some of the bigger factors in Facebook’s algorithm:

News feed visibility
Interest or relation of a user to the Page
Post performance (clicks, views, etc.)
Past Page performance
Type of content (text, video, etc.)
Recency

If you want to improve your Facebook traffic, the first step is to familiarize yourself with these.

Then, focus on the ones that give you the best bang for your buck.

For starters, you can create videos.

2. Start making videos and doing live video streams

Internet users have uploaded more video content online in just the past month than network television generated in 30 years.

In fact, online video now accounts for about two-thirds of all online traffic — a figure that could climb to 79% within the next two years.

According to current predictions, live video will account for 13% of all online video by 2021, which, in turn, could be over 80% of global web traffic and 85% of web traffic in the U.S.

To really put it into perspective, a single minute of video content is worth 1.8 million words.

And marketers have figured this out.

81% of businesses are already using video as part of their marketing and traffic growth strategies.

That’s a pretty substantial increase, as just 63% of businesses were using video in 2017.

Of those businesses that aren’t yet making video content, 65% of them have plans to start by the end of the year.

But does the demand for video really warrant such a heavy investment?

First, consider this:

Facebook wouldn’t be getting into original scripted content — much like rival platform YouTube has already been doing — if the company wasn’t confident in video.

500 million Facebook users — which, as you’ll remember, is roughly 25% of all Facebook users who are active at least monthly — watch some amount of video on Facebook every day.

And when viewers watch good videos, they love to share them.

In fact, 12 of the 14 most viral Facebook posts of 2017 were videos:

Perhaps most importantly, Facebook’s algorithms seem to prioritize video over non-video content.

A study from Locowise discovered this when they looked at 500 different Pages.

They found that when a Page posts a video, an average of 16.7% of their fans will see it.

Considering that the average for all types of content is only 11.4% of a Page’s fans, video clearly performs better.

Buzzsumo broke down the Locowise data further, noting that photos reach an average of 11.63% of the audience while links and text reach 7.81% and 4.56% of the total possible audience, respectively.

So, when a Page posts a video to Facebook, it gets substantially more reach than links, photos, and text content.

This goes to show that video is crucial when it comes to marketing in the Digital Age, and it will likely remain so for the foreseeable future.

For someone who wants to increase their traffic and overall presence on Facebook, video could be the secret to their success.

Video will give you the most bang for your buck, too.

If you plan to start making video content for Facebook — or if you want to make your current video strategy even better — here are a few simple tips to keep in mind:

Facebook users often watch videos without sound

Since you can’t know whether your viewers will have the volume on or off, you should add captions to your videos to ensure that you get your message across

This is something that I need to start doing as soon as possible considering the captions I use on YouTube don’t auto-play on Facebook

Use a “square” — or 1×1 — format 

Square videos perform better than a more traditional aspect ratio

Whenever possible, record and export your videos at a resolution of 1080p, or 720p at the bare minimum, as videos often drop in quality when you upload them

You might also consider becoming familiar with Facebook’s best practices for live video.

3. Make sure your content is high in quality and offers real value

Unfortunately, your opinion of high-quality content doesn’t always matter.

Instead, it’s all in the eyes of your customers.

What content do they like to see?

What kind of content do they find most valuable?

What content do they find emotionally or intellectually engaging?

Take my audience as an example.

My audience consists of people who are looking for marketing and growth-hacking tips, so my content focuses on topics within that niche.

When I post a link to Facebook, I include a concise, accurate description that features particular buzzwords from the article so that my audience can quickly tell what the article is about.

The article itself follows all the content marketing best practices.

The paragraphs aren’t too long, I don’t use overly-complex language, and I break them up with plenty of visual elements.

It’s not even about the web design.

The page is actually relatively simple, which lets readers quickly zero in on the real value: the content.

Most importantly, if you look back to my Facebook post, you’ll realize that it accurately conveyed what was in the article while still making the link enticing.

The trick is to use these click clues from your audience.

The relationship between you and your audience is a two-way street.

They give you feedback in the form of views, clicks, likes, and more.

That should give you an indication of what to do more or less of to meet their needs.

Ultimately, that’s what ‘relevance’ means.

The good news is that it’s really not hard to create great content as long as you put the time and effort into your content development, creation, and marketing processes.

The bad news is that it takes a lot of time and money to do all of this.

But there’s potential for some pretty incredible payoff in the end.

According to recent estimates, content marketing will be a $300 billion industry by the end of 2019.

This is because companies are recognizing that the Internet is full of content, and the ones who have the best content are usually the ones that win.

So, pull other tactics into the equation to help supplement your workload.

According to the CoSchedule Rule of Thirds, you can curate as much as one-third of your total content.

When you curate your content properly, it can have great reach and audience engagement.

4. Actively engage with your audience

There are two critical Facebook traffic-generation concepts to master: reach and engagement.

Basically, “reach” refers to how many people see your post.

“Engagement” refers to interactions with your post, such as likes, comments, shares, and so on.

Obviously, both are important for different reasons.

It’s kind of a Catch-22:

You can’t get meaningful engagement without a big enough reach.

But you also can’t increase reach today without engagement.

And that’s a big problem because most Pages have way less organic reach with these new algorithm updates.

That’s why you need new ways to cultivate engagement every chance you get.

And one of the best ways to get your audience to engage is to have “meaningful interactions” with them.

It can be as simple as this:

When someone comments on something you’ve posted, respond to that person’s comment.

Actual interaction is great for increasing your Facebook traffic.

When you acknowledge a person, you give them a feeling of validation that causes him or her to be more likely to engage with your future content.

You’re building relationships with members of your audience. In turn, they become more likely to share your content with the hundreds or thousands of people in their networks.

Don’t overcomplicate this point.

For instance, I try to reply to every single comment I get on Facebook. Sometimes, I’ll even dialogue back and forth with users.

Each comment only takes a few seconds to write. But it shows people that I really care about what they’re saying.

The other benefit of this strategy is that it gets my audience to interact with their own comments.

I’ll jump in to help, and then other readers will also add to the conversation.

Social media experts like to throw around the words “engagement” and “community,” but they rarely explain what those words mean.

The best sign that you’re onto something is when your fans start to interact with each other.

And the only way that starts is by you taking the lead.

You have to do this day after day, week after week, month after month.

5. Promote the right posts at the right time

Fewer businesses are able to rely on organic reach alone with these algorithm changes.

But, at the same time, being smart with your Facebook advertising budget is more important than ever.

So, how do you know which posts you should pay to boost and which posts you shouldn’t?

Everything you need is right there in your analytic data under Facebook Insights.

When you use them strategically, boosted posts can have an immense effect on your traffic by increasing your reach and engagement.

It starts with creating a budget for Facebook Ads.

Now, this is a complex topic by itself.

Fortunately, I’ve already written all about how to create and spend your marketing budget. So start there, and then come back when you’re ready.

Once you set a budget, you have to decide how much of that budget you want to spend promoting the right posts.

Don’t just pay to promote every new post.

Why? You don’t know for sure whether those will resonate with your audience or not.

Instead, use the best posts from the past. Rely on your Insights data to figure out which posts are already your top performers.

Check out “Posts” to get a read on how current ones are performing:

Then, put your budget behind those to reach new audiences.

Facebook also introduced a new feature that lets you spy on the competition’s best-performing posts.

Look for “Top Posts from Pages You Watch.”

This strategy is perfect if your own Page is relatively small.

In that case, you might not have enough data to draw any real insights.

Instead, use data from other popular brands that your own customers might follow.

Let’s say that you have a new SaaS app for marketers, but you don’t have any followers just yet.

That’s no problem. Crazy Egg already has over 10,000 fans. Kissmetrics has another 40,000.

From these pages, you can get real, actionable ideas that others have already had success with. And you can find this data in about ten seconds.

If you have enough of your own analytics data, then you can use it to predict how your posts will perform if you deliver them to a larger audience.

If your audience liked a post and engaged well with it apart from you boosing it, then you can expect to see an increase in engagement if you boost it.

It’s really as simple as that.

When you adopt this practice of promoting only the posts that have proven to have high pre-boost engagement, you’ll find far greater success than if you haphazardly boost new posts that you haven’t had a chance to test.

For best results, avoid these practices

As I bring this post to a close, I want to point out some of the things you shouldn’t do if you want to increase your Facebook reach, engagement, and traffic.

Don’t post more than two or three times per day.

If you post more than that, your content will be competing with itself. Plus, it’s virtually impossible to enforce quality standards when you have excessive output.

Don’t exclusively post links to your own products and services.

Today’s consumers are savvier and can smell inauthenticity from a mile away. If you’re only posting your own products and services, it says that you’re more concerned with self-promotion than you are with your actual audience.

Don’t overuse hashtags.

You can use hashtags occasionally to punctuate a piece of content or to make it easily searchable. But audiences are actually put off by hashtags when you string lots of them together in a single post.

Don’t forget who your audience is.

Use the demographic data available to you and tailor your content to your actual audience.

By simply avoiding these practices, you’ll start attracting traffic to your Page in no time.

The best part is that these tips really aren’t that hard to implement.

You just need to think about what you’re posting, why you’re posting it, how you’re posting it, and who you’re posting it for.

Conclusion

If you’re trying to get more traffic to your Facebook Page, it’s natural to think that more content is better.

But you’d be wrong.

With Facebook’s new algorithm, organic traffic is difficult to come by. If you want to maximize your efforts, you need to focus on quality over quantity.

Start by learning more about Facebook’s algorithm so you can post content that will perform well on it. If you don’t, you’re flying blind.

Video content is huge on Facebook. If you’re posting less, you’ll find the best return on your investment by creating high-quality videos.

In every post, offer your viewers real value.

There is endless content on the Internet, so you need to post high-quality content to stand out and gain a loyal following.

And as your fans engage with your content, interact with them to build relationships and stimulate more engagement.

It’s a two-way street, and it takes time. But the following you’ll gain is worth the effort.

Finally, don’t be afraid to boost some of your posts.

But be strategic about which posts you boost.

Invest in the ones that you’ve already seen users engage with to ensure that you don’t waste your marketing budget on a post that won’t perform well.

Overall, it’s not difficult to grow your audience on Facebook. You just need to use the right strategies.

If you’re using the tips and tricks I’ve provided here, you’re well on your way to bringing in precious traffic while posting less.

How are you planning to increase your Facebook traffic by posting less?

The post How to Get More Facebook Traffic by Posting Less appeared first on Neil Patel.

0

21 Ways to Improve Your Facebook Ads With Better Targeting

sourced from: https://neilpatel.com/blog/facebook-ads-targeting/

When was the last time that you searched for someone on Facebook and were shocked to discover that they didn’t have an account?

It’s probably been a while.

We’ve all had that happen, but it’s pretty rare. Nearly everyone is on Facebook nowadays.

With so many people in one place, Facebook presents a huge opportunity for businesses to reach out and connect with potential customers.

But unfortunately, it’s not quite as easy as it once was. You and I both know that the reach of organic content is decreasing.

Facebook changed their algorithm in January in a major way.

They made it so that people would see more personal content in their news feeds and less public content like posts from businesses, brands, and the media.

This is where Facebook Ads come in.

Paying for ads is becoming increasingly important if you want to reach your target audience.

But spending money doesn’t guarantee success. You could spend good money on Facebook Ads and still struggle to get results.

But if you’re going to invest in Facebook Ads, you want to make sure that you know what you’re doing. And a great place to start is your targeting.

That’s what I’ll talk about in this post.

I’m going to show you 21 ways to improve the performance of your Facebook Ads by simply fixing your targeting.

First, let’s talk about why targeting is so important and how it can dramatically affect the results of your ad campaign.

Targeting can make or break a campaign

Targeting the right people with the right message is the key to a successful ad campaign.

Are you familiar with the traditional sales funnel?

Customers at each stage of the funnel are looking for something different.

If you target someone in the “know” stage with a sales call to action, you will fail.

If you target someone in the “trust” stage with an informational message, you’ll still probably fail.

Targeting is not simply figuring out the general demographics of your audience.

If you get any of a wide variety of traits wrong, you won’t yield the results you want, no matter how amazing your ad looks.

If you send the perfect message to the wrong audience, they won’t click it.

Not only that, but Facebook’s Relevance Score has shown that the better you are at targeting the right ad message to the right audience, the lower your cost per click will be.

AdEspresso decided to test this measure.

They targeted two different audiences and ran the exact same ad to both of them.

The results were dramatic.

The one with better targeting had a lower cost per click and gained four times more clicks!

So here’s the takeaway for you:

Proper targeting will not only make your ads more successful, but it will also lower your overall cost of running them. This improves your ROI and boosts your bottom line.

You need to fix your targeting before you fix any of the other issues your Facebook Ads may have.

Now, I’ll show you 21 ways to improve your targeting so you immediately see better results from your Facebook Ads.

1. Start with a combination of basic demographics

When you’re setting up an ad, the first thing Facebook will ask you to do is select the location, age, and gender of your target market.

Selecting only these three targeting options is a huge mistake. It will make your audience far too large.

That doesn’t mean that you should ignore them, though. Don’t be so focused on the advanced options that you skip past the basics.

Facebook offers free courses on how businesses can use their targeting options.

If you check out their advertising course options, you will notice that there are several basic courses to help you build a solid foundation.

They recommend that you take these courses before you get into the more advanced targeting classes.

Make sure you narrow down all three basic fields for every ad you create. This should be your first step for audience targeting.

Even if everyone from the ages of 18 to 65 could use your product, you shouldn’t try to speak to everyone with the same ad.

Every time you make your ad too broad, you set yourself up for failure.

[youtube https://www.youtube.com/watch?v=P2KWsco-gig?feature=oembed&w=700&h=394]

2. Target your audience’s interests

Trying to target your ideal customer just based on demographics like age and gender isn’t going to cut it.

That’s why you need to be very specific with your targeting.

If your target audience is too large, your click-through-rate will be low, and your ads will fail.

The best way to narrow down your audience is by defining the interests of your ideal customer.

Make sure you narrow your focus as much as possible.

One of the best ways to do this is with the “but no one else would” trick.

The way to do this is by selecting a specific interest that no one other than an avid fan would have.

If you want to sell to golfers, don’t choose Tiger Woods. He’s so popular that even non-golfers may be fans.

Bubba Watson is a far better choice. Only serious golf enthusiasts would know him and like him.

There are thousands of different interests you can choose to target with Facebook Ads.

Simply go into your ad settings and find the “Interests” section.

Type any possible interest into the search box and it will populate suggestions for you.

This gives you a description of the interest and how many people on Facebook currently share it.

But selecting a single interest will still result in far too broad of a target group.

Over 850,000 people are interested in me alone. That may be flattering, but it isn’t useful as a target market.

You need to either select multiple intersecting interests or combine this targeting with at least one of the other methods below.

For example, this Dr. Pepper ad is targeting three intersecting interests:

College students
People who like college sports
People who like soft drinks

You can see that they’ve perfectly targeted the visuals and messaging in the ad to their chosen market.

Had they used one of their other ads, like this one, it probably would have failed.

Make sure your ad message suits the interests of the audience you’re trying to target.

3. Find people already looking to buy your product

Whether you find it creepy or not, Facebook can generally tell if you’ve been online searching to buy something.

If you sell a high-end product, this is an excellent way to target customers.

73% of consumers research a product online before purchasing.

The purchase consideration window is not very large though. For most products, you have a week or less from the time a customer starts shopping until they buy.

Even for products worth more than $500, 54% make their decision in less than a week.

By the time two weeks have passed, 75% of people have made their purchase.

Facebook can identify your ideal customers who are already in the looking-to-buy stage and instantly target your ad to them.

This means even if they haven’t heard of you yet and have only been researching on competitor sites, you have a chance to steal them away before they make up their mind.

Since most consumers make up their mind based on price, a targeted Facebook Ad offering a discount could be enough to persuade them to purchase from you over the competition.

How do you do this?

Within Facebook Ads, there is a section called Behaviors.

You can try typing in ideas and see what is suggested or you can browse.

There are a ton of different purchase options to choose from.

Even within folders, there are subfolders so you can narrow it down as much as possible.

If you sell modern, high-end furniture, target the purchase behavior for ‘modern sofa’ rather than ‘sofa’ or ‘furniture.’ Then create the ad specifically focused on your modern sofas for sale.

4. Target people by their income level

Do you have a high-end product that is typically only bought by people making over $100,000 a year?

Is your ideal customer a broke college student?

If your service or product is targeted to people of a specific income level, then your ads should be targeted the same way.

Facebook allows you to target consumers through 30 different financial behaviors. This helps make sure that the people seeing your ad are the ones who will be able and willing to buy it.

Under the Demographics section, you can target by Income, Net Worth or even Liquid Assets.

How does Facebook know my income?

Well, it doesn’t. Not exactly.

They use a host of third-party data, combined with general demographic, household, and other information they have to come up with an approximation.

It won’t be perfect for every person, but it doesn’t have to be.

Targeting by income will still be massively more effective than trying to target everyone.

Imagine you’re selling engagement rings.

What’s more successful?

Creating one ad showing a mid-range ring and trying to connect with everyone looking to buy a ring?

Or targeting low-income men with your most affordable rings and targeting the most affluent guys with your largest, priciest diamonds?

With the first technique, you’re likely going to lose both audiences, even though they’re both in the market to buy an engagement ring.

Here’s an ad for affordable homes targeted at low-income consumers:

5. Focus on where your audience works

Does your product or service appeal to people in a particular industry or occupation?

In the demographics section, you can narrow down your audience by work categories.

Aleja Seabron, Social Media Manager, agrees that proper planning, including knowing what your target audience does for a living is “by far the best thing you can do to ensure you are spending your ad dollars wisely.”

First, browse by demographics, and then select work.

Now you can search for a specific employer or job title or you can search by industry.

You’ll notice that the amount of people in each industry pops up on the side.

Most of these are way too large to be effective on their own.

There are almost 10 million business and finance professionals on Facebook.

That’s way too broad to be a good target market. Combine it with other options to improve your audience, or narrow it down by choosing specific job titles within the industry.

You can also target by office type. If you’re trying to reach startups or small business owners, this option can be very useful.

Here’s an example of an ad targeted to construction professionals:

6. Target home ownership

Facebook allows you to target people based on whether they own or rent their home.

Not only that, but you can narrow it down to whether they are a first-time home buyer or not.

You can find this under the demographics section.

You can even choose home type:

Why does this matter?

This is obviously a great way to target ideal customers if you’re a realtor.

But what about the rest of us?

Well, knowing if someone is renting or owning can be useful for companies selling insurance, large appliances, home-care services, and a wide range of other things.

First-time home buyers are also likely to be shopping for everything that needs to go in that new home, from kitchenware to a living room set.

Julie Van Ameyde, Marketing Consultant at Simply Social LLC shares:

My students and clients ask me all the time what is the most important thing to finding success with Facebook Ads. I tell them it is: Targeting, Targeting, and Targeting! Facebook allows us to do what most other forms of advertising do not: the ability to hone in our target market. Whether it is by demographics, location, interests or behavior make sure you know your perfect client.

7. Group your audience by their level of education

Knowing the education level of your target market helps you customize everything from tone to the language of a campaign.

It’s also important if your product is suited for people with a certain level of education.

If you’re a school offering Master’s Degree programs, you want to target people who already have a Bachelor’s.

Education is under the Demographics section.

You can also narrow down by field of study, specific school attended, or undergrad years.

This one can be particularly useful if your service is aimed at recent graduates.

Is your product for experienced professionals?

Choosing a graduation year further in the past can help you target people who have been in the workforce longer.

68% of all Facebook users have a college education.

If your ideal consumer has a secondary education, Facebook has a lot of potential for reaching them.

Just make sure you target your ads so you’re not wasting money showing them to the other 32% of the population who aren’t your ideal customers.

8. Decide if your ads are ethnic

If you live in the US, you have the option to select an ethnic affinity.

You can find this option in the Demographics section.

America has a rich and diverse background with people from many different ethnicities.

If your product or service is more popular with a particular ethnicity, this option can help you target the right ad to the right group.

Keep in mind, that if you’re targeting an ethnicity, and your ad has people in it, they should be of the same ethnicity.

9. Target people with children

Under Demographics, you can choose to target people based on their parental status and the age of their child or children.

You can also specifically target moms.

These options are useful whether you’re selling kids’ products or services specifically for parents.

This is also great for products and services that are meant to be time-savers or stress-relievers.

Parents are known to have larger budgets for many household items such as groceries.

Research shows that they also take their children’s interests into account when making the family or household purchases.

This means, knowing what demographic their child fits into and targeting to the kid’s interests can improve ad results.

10. Search out people who love to travel

Facebook Ads gives you the ability to select your audience based on their travel behaviors.

You can select from any of the following options:

All frequent travelers
Business travelers
Commuters
Currently traveling
Frequent International Travelers
Returned from trip 1 week ago
Returned from trip 2 weeks ago
Used travel app (1 month)
Used travel app (2 weeks)

Of course, travel providers are the obvious choice for this.

But these options are useful for tons of other businesses too.

For example, consider the following:

People who are frequent travelers may be either well-off or in a job that requires travel
Business travelers are an ideal market if you have a B2B business
Commuters may be more interested in products that help pass the commute time, such as e-books and mobile apps
People who are currently traveling near you are the perfect audience if your product or service is directed at tourists

11. Focus your ads on people with similar political beliefs

Facebook Ads allow you to target people based on their political beliefs, as long as your ads are for the US.

Political options can be found under the Demographics section.

You’ll notice the bottom options are all self-reported.

This means Facebook can only target the people who have voluntarily chosen to put their political views in the About Me section of Facebook.

This can be helpful if your product or service relates better to one typical political view over another.

57% of consumers are more likely to buy from or boycott a brand because of its stance on a social or political issue.

In other words, targeting those who align with you politically, and avoiding those who won’t, should immediately increase your ad performance.

12. Target couples who have an anniversary approaching

Under demographics there is a Life Events option:

Within this category, you can find the anniversary choices.

You can choose to target people with an anniversary in the next month or the next two months.

If you’re trying to target people ready to buy a present, this is a good option to select.

Anniversaries and holidays are huge events for retailers.

Valentine’s Day alone was predicted to rake in close to $20 billion in consumer spending this year.

13. Search out friends of people celebrating a milestone

Another great way to find people ready to buy presents is to seek out friends of people who are about to celebrate something.

Whether it’s birthday presents, housewarming gifts for people who recently moved, or baby shower gifts for people who are expecting, you can select it here.

14. Focus on people who are in a long-distance relationship

Another option under the life events category is a long-distance relationship.

As you can see, there are millions of people currently in long-distance relationships.

If you sell gifts with fast delivery, this can be a great market when combined with upcoming celebrations, anniversaries, or holidays.

Imagine realizing you forgot to send your partner something for Valentine’s Day and you suddenly see an ad promising same-day delivery of flowers.

People in long-distance relationships spend more money on travel, events, and restaurants than other couples.

If your product or service falls into one of those categories, this is a worthwhile group to target with your Facebook Ads.

15. Target people who are currently away

Other life events that may be worth targeting are people who are currently either away from their family or away from their hometown.

Facebook can tell by location data whether someone is currently away.

This is similar to targeting those in a long-distance relationship.

People who are away from home spend more on food, whether it’s through restaurants, hotels, recreation sites, vending machines, or schools and colleges.

It can also be used to target people who might be looking to change a career, or are homesick and wishing they could find a cheap travel option to visit.

16. Promote to new hires

Life events can always be triggers to shop and a new job is no exception.

You can target people who just started a new job under the life events section.

A new job could mean a raise and therefore more disposable income.

It could also mean a new dress code and a need to buy new professional clothes.

It’s important to dress for success, whether it’s for an interview or a new job.

This is also a good potential market if you offer professional or personal improvement courses and services.

17. Target buyer profiles

Similar to purchase types (#3 above), this is another way of targeting shoppers who are likely ready to buy.

Buyer profiles are found under the Behaviors section.

These people are considered to be strongly aligned with the given profile based on their activities and characteristics.

Using this option can help you target people most likely to buy your type of product.

If you’re not sure what your ideal customer’s buyer profile is, there are tools that can help you figure it out.

A good place to start is Facebook’s own free Audience Insights tool.

18. Search for people in expensive homes

Under demographics, select Home.

Then choose Home Type, followed by Home value.

Now you can select from a range of home prices to target your ideal customer.

This can be a great alternative from targeting by income if you want to target people able to afford luxury or high-end products.

People may have no income if they are a stay-at-home parent or are retired.

But they could still have a significant amount of disposable income and be the decision maker when it comes to large purchases.

Combining home cost with location can make this targeting even more specific because people in the most expensive homes generally choose to live in one of the United States’ “power markets.”

19. Target gamers

Gaming is a huge market, and there are multiple ways to target gamers with Facebook Ads.

The first option is found under Buyer profiles. Simply select Gamers.

A second option is under Digital activities. Here you can select Console, Canvas, or Facebook gamers.

There’s also a third option, which you can find under the interests section.

Beneath the Consumer electronics drop-down, you can select Game consoles as an interest.

You can target one of these or all three to see which performs better.

Combine this target with age to get the best sales results.

Gamers under 35 are much more likely to pay to download a game.

20. Focus on a good cause

Are you a non-profit organization?

Maybe you’re partnered with one or your business supports one.

If you have any affiliation with a charity, focusing on people who support it can be a smart advertising tactic.

3 out of 5 Americans expect businesses to lead the way in improving society and the environment.

This means that 60% of people are very conscious of the brands and businesses they buy from.

Target people who are interested in the same causes that you support.

You can find people who donate to or support charitable causes under the Behaviors section.

21. Target mobile phones

Under Behaviors, you can choose to target people based on which device they use to log into Facebook.

If your product or service is related to cell phones or tablets, particularly if it’s only supported on either Android or Apple, then this is a good way to narrow your audience.

People are very loyal to their phone brands and operating systems.

Over 90% of Android users are unlikely to switch to an iOS system.

This means if you’re selling an Android-related product, you should immediately exclude iOS users from your targeting.

It also tells you that people will most likely be viewing your ad on mobile, so make sure it’s mobile-friendly.

Conclusion

Facebook Ads can work extremely well for your business.

You can even build a six-figure business in 90 days using them.

If you don’t see the results from your ads, start narrowing down your target audience with the options I walked you through today.

There are a ton of combinations you can choose from to perfectly define your target market.

Don’t worry about going too narrow. Your market and ad need to be specific and perfectly-matched if you want to see results.

Remember, there are billions of people on Facebook. You can narrow down your focus to only a tiny portion of them and still be raking in the profits.

Facebook Ads are very effective when done right. As long as you understand your ideal target market, and use these methods to reach them, you will see the ROI for your ads improve in no time.

Which targeting choices have given you the best return on investment so far?

The post 21 Ways to Improve Your Facebook Ads With Better Targeting appeared first on Neil Patel.

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10 of the Best Ways to Use Instagram Multiple-Image Posts

sourced from: https://neilpatel.com/blog/instagram-multiple-image-posts/

Visual content is dominating the social media landscape.

Adweek cited a study last year with a sample size of 300 marketers, where 53% of participants indicated 91-100% of their published content as visual content. This trend is rising.

It’s safe to say that visual content drives engagement harder (and faster) than any other form of digital content.

And it’s for this reason that Instagram continues to rise faster in popularity over any other social platform.

In fact, Instagram closed 2017 with 800 million users. Between April and September, it saw the addition of 100 million new users.

How did it jump by an extra 100 million users in under five months?

Simple.

People want to see things rather than read about them.

You can no longer afford to ignore the power of Instagram’s platform.

Instagram makes it easy to share vivid, often beautiful visual storytelling.

This is no more evident than with the addition of the multiple-image post, otherwise known as the Instagram carousel.

Your customers want a visual experience

Brands like Letterfolk use Instagram carousels to engage followers with themed images.

You can even use carousels to tell deeply personal stories about your brand’s core values.

Look at how Nike uses an Instagram carousel to celebrate the hard-earned victories of two athletes.

Can you blame people for wanting to spend more of their time there?

Nope!

Humans share the stories that give us the best experiences.

We laugh at something, and it feels good, so we remember that feeling and try to share it. This is why memes are so popular.

As they say: show, don’t tell.

Visual storytelling is the core of Instagram’s purpose.

Since October 2010, Instagram has offered users easy-to-use tools for sharing the most important parts of their days.

Users do this by showing.

Why would this matter to you when you’re focused on prospecting customers?

If they aren’t your customers right now, you want to capitalize on showing them why they should be.

Otherwise, you’re leaving money on the table.

Here’s the key takeaway:

It’s pivotal for you to start using Instagram to show, not tell, your strongest points of value to potential customers.

Images allow people to share and experience their stories more than with plain text.

That’s the key word: Experience.

This is how you prompt your customers to move down the funnel.

Top brands are moving in quickly

54% of marketers are already ahead of the curve.

This means that there might eventually be less real estate for your brand.

Luckily, Instagram is all about easily sharing creative content.

The platform is also becoming more friendly for advertisers.

Here’s a useful Adage report on how Instagram is now integrating carousel-style ads into its Stories platform.

In a few steps, Instagram carousels make the process of telling your brand story much snappier.

Use this feature for stringing together engaging, actionable, and compelling stories for your customers and prospects to latch onto.

Here are ten ways that you can do this immediately:

1. Teach your customers

Let’s say you have a product that might require some extra expertise.

It could be a product that calls for manual assembly or a specific technical process.

Or, it could be a product with hidden features that are commonly overlooked by customers.

Somehow, your documentation isn’t enough to fully translate the value of your product to your customer.

In October 2017, startup Teforia closed after failing to educate their customers on the best way to use their proprietary technology.

When your customers don’t understand how to use your product, they won’t see how it solves their problems. This equals lost sales.

After all, you want to be the hero who saves the day, don’t you?

Yes, of course, you do.

So, utilize each image as a step along the way with an Instagram carousel, giving your users value by making their lives easier.

Technical products deserve to be shown in a technical way.

For many toys and games, the assembly is part of the fun.

Remember that carousels are also used to illustrate the aesthetic appeal of your product.

2. Share something unique

In addition to teaching customers the proper way to use your product, you can teach them how something happens in the world.

They might be curious about how you craft your product.

Or they want to go on an adventure.

Instagram gives you the ability to fascinate your audience.

Carousel lets you show it on a step-by-step basis.

It may be something they won’t get the opportunity to see otherwise.

How do we know this works?

With carousels, Harley-Davidson captured the attention of 1.4 million men in Australia and New Zealand between the ages of 18-35 in 3 weeks.

Novelty is entertaining.

So, engage your audience’s curiosity.

Your brand does something interesting every day. Show your followers how it’s done.

3. Showcase the best moments of a past event

Your customer wants to be where the action is.

Relevance is what makes your content worth experiencing.

Events are especially powerful sources of relevance.

This is because they happen within a short period of time.

And they tend to drive tons of excitement.

Out of 1,000 respondents in the 2018 Eventbrite Pulse Report, 64% of organizers expect to increase event budget in 2018, while 76% expect to run additional events.

Visualize the Super Bowl if you want a great mental image.

There are different “Super Bowls” in each major industry.

This is because people want to engage with what’s happening right now, in relation to what they’re most interested in.

ESL One is an esports event where professional gamers compete for millions of dollars inside popular video games.

Dance music enthusiasts look forward to watching their favorite artists perform at Insomniac’s EDC Las Vegas every year.

Case in point:

People who care about your product want to know where interesting things related to your product are happening.

But the most important moments are easily missed.

Nobody wants to attend that game they’d been waiting six months for only to miss the winning goal over a restroom break.

Use the Instagram carousel feature to deliver a play-by-play.

Sometimes, event highlights are the most important content for fans.

Even when your followers are unable to attend your events, they still want to know what happened.

Carousels allow you to immortalize the exact moments that define your brand’s identity.

4. Highlight the importance of an upcoming event

If your brand is driving engagement through events, then certain days hold more value than others.

This is a given, right?

You want your customers to know when they should be paying the most attention to your brand.

Do this by using an Instagram carousel to mark a day on the calendar.

Is it the day that your brand is revealing a new product?

Is there a competition that you’re trying to boost attendance for?

Are you organizing your customers around an activity?

Remember, your customers want to get excited about events.

Scarcity is the driving psychological force here.

60 Second Marketer cited a study that indicates 56% of social media users experience the fear of missing something important if they unplug.

Hype your event around scarcity. Nothing exactly like it will ever happen again.

Tap into their FOMO (fear of missing out) with a carousel.

5. Feature your products

Instagram is a great way to boost your e-commerce engagement.

Since 68% of Instagram users follow or engage with brands, this is a prime space to showcase your goods.

Instagram has made it as simple as placing photos of products together in a carousel.

And nobody will treat your content like an ad that needs to be tuned out.

Here’s why:

Your product posts will blend into your customers’ Instagram experience.

And what better way to tell your brand’s story than to show off a catalog?

Display your products in themed arrangements.

Want to know the best part?

Beyond a simple caption, you don’t have to write detailed descriptions about the specifics of what your products do.

Look at the body language in the following photos.

Each person is showing you how immersed they are by this Oculus headset.

By showing, I promise that your message will stick with prospective customers.

You want people to want your products.

And your products are more compelling when displayed in the context of a story.

6. Compare something before and after

Your brand doesn’t simply sell a product to customers.

Not at all.

Your brand exists to help people.

Your product is the weapon that your customers use to slay monsters.

And those monsters are your customers’ daily problems.

The trouble is, not all of them know that!

Yet.

So, use a carousel to show your customers what their lives and homes might look like if they had your product.

A great way to do this is by using images to describe a scenario.

In one image, a problem is presented and your product is not.

And in another, your product has solved that problem.

Compare the two. Let your customers decide whether they’ll be OK without you.

This style of storytelling taps directly into Maslow’s classic hierarchy of needs.

Use this data to broadly determine what potential human need your product is fulfilling and position your carousel around that.

Why will this work for you?

People won’t realize they need your product until they’ve discovered that they can’t live without it.

7. Demonstrate growth over time

Use images to tell a story of growth and improvement.

How has something changed and improved over the course of time?

You can tell a success story about how your business began with one person in a college dorm.

Illustrate how it grew to the size that it is today.

Or, you can show how your product has persevered through unfathomable odds.

Or, how your customers will grow by using it.

Has your product paved the way for a brighter future?

Across two studies conducted by Sage Publications, participants identified more closely with a story’s protagonist when the narrative was relatable.

Become the protagonist that your followers look up to.

If you can do something, so can they.

Use a carousel to show your audience examples of change and growth over time within your business, product line, or industry.

When your followers transport themselves into your brand’s narrative, they’ll feel like your wins are their wins.

That’s the exact sentiment that you want to drive when telling your story.

8. Create a panorama

Instagram doesn’t allow its users to upload panoramas.

But they’re actually quite useful for sharing contextual information.

And who can deny that a well-composed panorama is pretty to look at?

Fortunately for you:

The carousel allows Instagram users to “hack” panoramas with an arrangement of photos.

This is paramount in any type of storytelling that calls for a visual landscape.

This panorama of Las Vegas would not be nearly as effective if it were condensed into a single square!

Get creative with panoramas. Make the most of each image and spread your story throughout.

Here’s another way you can maximize panoramas:

Use the added space to include in-photo ad copy.

The objective is to tap into your audience’s curiosity.

“Awe” was the most abundant emotional trigger across 10,000 virally shared articles.

It helps to bake intrigue into the layout of your carousel.

Use a carousel to hide information and reward your audience’s curiosity with each swipe.

9. Test your customers’ knowledge

People love to feel intelligent.

You and I are no different!

If you weren’t drawn to grow your skills and talents, you wouldn’t read my blog.

If I weren’t drawn to grow my skills and talents, I wouldn’t write my blog.

Customers are getting more intelligent too.

62% of buyers conduct search engine research on products at the beginning of their customer journey.

Bottom line:

Your prospective customer is deciding whether to spend their money with you.

And they definitely won’t spend their time and money with anybody that makes them feel dumb.

So, wouldn’t you like to give them more opportunities to feel smart?

Each time you confirm a customer’s intelligence, you are building valuable rapport.

For example, you and I are building rapport right now.

This is the kind of relationship that you want to have with your customer.

And Instagram can be a powerful tool for facilitating this process.

Here’s how:

Create a carousel with a question on the front image, and then have the next image contain a relevant answer.

Making your customer feel smart reinforces their confidence.

And if you offer your customers a spark of confidence, you will have improved their lives.

They’ll want to give you more of their valuable attention.

Take this Florida State University study for example, where 49 college-aged women paid more attention to models that closely represented their own figures.

The idea here is to be inclusive.

10. Tell a story through video

By default, Instagram limits videos to a total of 60 seconds.

Just enough time to show a minute of content total.

What if you want to tell a longer story?

Let’s say you have amazing content with engaging video that users want to view for a longer time than 60 seconds.

You might go to YouTube or Facebook.

But then how are you going to engage your audience on Instagram?

With carousels, you can place many videos onto a single post.

You can offer up to ten minutes of video content per post.

Why not present ten videos episodically, in a way that compels your customer to watch one after another?

Of course, the best part about video is that you have the opportunity to use both audio and visual.

Leaving an audio impression and a visual impression will empower your brand voice.

How do we know this works?

Videos have been proven to be even more compelling than static photos.

In the recent Facebook IQ study, 54% of millennial respondents from the UK watched consecutive video content without realizing it.

Meanwhile, 60% of millennial respondents from the UAE watched consecutive videos without realizing it!

The respondents in Kantar Media’s leg of the Facebook study were 1.2 times more likely to watch video on mobile than on a computer.

And that is why your Instagram content mix should include at least some video.

And what better way than to utilize the carousel feature?

Mix photos and videos together to weave an experience.

Don’t underestimate the hashtag

You are tapping into the latent potential of shared storytelling and connection.

And that means you want to leverage the versatility of hashtags.

Hashtags are how people search for relevant content on Instagram.

So use hashtags in your Instagram posts at all times!

You want to hit around 7 or 8 high-volume hashtags that connect your niche to the visual story that you’re weaving.

[youtube https://www.youtube.com/watch?v=-Iov5WB-1F0?feature=oembed&w=700&h=394]

They are used to bridge the stories portrayed in your carousels to closely related topics, which pleases existing followers and attracts new ones.

Why do we prioritize hashtags on Instagram over other platforms?

Here’s why:

Your goal is to maximize Instagram’s tools by putting pleasing and useful content in front of your audience.

Hashtags on Instagram are built to let you direct your traffic by what people search for.

Your success on Instagram’s platform will be determined by what you show, when you show it, how it is arranged, and who it is directed to.

How to set up Instagram carousels

If you’re getting started for the first time, here are the steps to make your own carousel:

1. Select the image that you would like to appear first. The button depicting a stack of images will tell Instagram to accommodate multiple images in your post. When ready, tap “Next.”

2. Select up to 10 photos and/or videos. Tap “Next” again.

3. Instagram offers multiple filters to make your images pop.

Swipe back and forth on the filters bar to find the one that you’d like.

You can even tap the Venn diagram icon in the bottom-left corner of each image to apply filters individually.

When you’re ready, tap “Next” once again.

4. Place a caption on your image.

You can include a maximum of 30 hashtags. Once again, I recommend using 7 or 8 hashtags related to your niche.

Once you’re done, tap “OK” to publish your carousel.

See? I told you it’d be simple.

You want to figure out how to make this tool work for your business as soon as possible.

If you haven’t used the tool before, it’s OK to be overwhelmed. Carousels can work any way you’d like.

Conclusion

I’ve given you ten solid ideas on how to begin crafting great, organic content with Instagram carousels.

You can teach customers, show them something unique, or immortalize the best moments of a past event.

Or, you can boost attendance for an upcoming event, show before and after, or demonstrate growth over time.

Engage customers directly with themed product catalogs.

Create a panorama, test your customers’ knowledge, or tell a story through video.

Instagram is never worth stressing out over. It’s another (excellent) marketing tool, which is versatile and easy to get the hang of.

In this space, the learning curve is horizontal.

Meaning that while there’s always something unique to create, you can be relevant in your niche without mastering the medium.

Or, spending loads of your marketing budget.

As with any good content marketing, your ROI on Instagram will come from the strength of your content.

The only difference is that on Instagram, your images do most of the talking.

I hope that you’ve gained at least one actionable insight about how you will crush it with Instagram carousels in 2018 and beyond!

How do you use Instagram carousels to engage your audience?

The post 10 of the Best Ways to Use Instagram Multiple-Image Posts appeared first on Neil Patel.

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6S Socialerts: Hello Vero, Scrappy Snapchat, and more

sourced from: https://www.6smarketing.com/blog/6s-socialerts-hello-vero-scrappy-snapchat/

Already in 2018, a consistent trend can be observed: social media users are crying for authenticity and connection. In response, the industry has shifted, with platforms like Vero reaching near critical mass, and Facebook introducing the biggest newsfeed shakeup in years. Marketers must be more agile than ever with their platform strategies, and the stakes are even higher in producing content that will truly connect with your audience. Here is the latest:

1) Vero is the new kid on the block

It’s never easy being new to the scene, especially in the social media landscape. The thought of adopting a new app is daunting, given our entrenched online habits and the sheer volume of content. Yet, Vero did a great job positioning itself as a platform for authentic connection. Furthermore, Vero’s subscription-based model will supposedly ensure the network does not to sell out to advertisers. The added bonus? A lifetime subscription was free for the first million subscribers. Talk about incentives!

It seemed like a revolution was underway… until it wasn’t. Over the week a series of technical glitches, crashes, and slow servers overshadowed Vero’s strong launch and promise. So, why are we still talking about it? Well, the excitement over Vero points to our dissatisfaction with current social platforms. Despite algorithms, we struggle to see content and people we want to connect with. Also, the rise of influencer marketing has more people curating their lives, dismissing true authenticity. A change is needed, but it remains to be seen if Vero is the answer.

What should marketers do? Don’t dismiss Vero yet. This is the platform to watch, not only whether or not it succeeds, but in how it could shift the overall mindset of what users expect from a social media experience.

 

2) Snapchat ain’t going down without a fight

For once, Kylie Jenner was a voice for the people when she took to Twitter and questioned if anyone used Snapchat anymore. This stirred quite a debate and may have even been responsible for a hit to their stock prices. In just a month, they implemented a number of tactics to stay relevant, including:

The introduction of a new analytics tool
Offering free credits to brands using vertical ads on other social media platforms
Offering its advertising API to everyone
The launch of the Snap Store
Introducing GIFs to Snaps

New features and offerings are nice, but are all these efforts a bit too late? Not quite! A social media use report by the Pew Research Centre found 18- to 25-year-olds check Snapchat many times (at least three) a day.

What should marketers do? If young adults are your target demographic (Kylie Jenner excluded), do not dismiss Snapchat yet. Keep an eagle eye on your analytics, and know that a downward trend could just signal the need for a content refresh.

sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.

— Kylie Jenner (@KylieJenner) February 21, 2018

https://platform.twitter.com/widgets.js

 

3) Say hello to Facebook’s new organic reach reporting

Over the past few months organic content took a big hit on Facebook Pages. While marketers curse this latest algorithm update, Facebook updated its organic reach reporting to mirror the method employed for promoted posts. This allows us to understand the actual impact in more detail, and gives us more consistent data to compare to our paid efforts.

What should marketers do? Learn from this data, and use it to inform your paid strategy. It is now more important than ever to allocate budget to ensure the visibility of your content.

 

The post 6S Socialerts: Hello Vero, Scrappy Snapchat, and more appeared first on 6S Marketing.

Facebook Changes and Their Impact on Paid Media 0

Facebook Changes and Their Impact on Paid Media

sourced from: http://www.dsamedia.ca/facebook-changes-and-their-impact-on-paid-media/

If you’re in the digital marketing space then chances are you’ve heard a lot of buzz about Facebook recently. Most of the discussion has been about recent updates and their impact on organic reach that’s left content producers scrambling, but what about advertising?

Here’s a comprehensive post from Polar that takes a deep dive and comes up with some interesting conclusions, including a prediction that the cost to advertise on Facebook could go up by as much as 79% in 2018.

I have assumed modest user growth (in line with historical trends), declines in time spent from 10% to 20% over the next year and static ad density. Based on these assumptions, the price of advertising on Facebook could go up by 25% within 3 months, 48% within 6 months and 79% within 12 months.

That might come as a shock, although many of us observed rising costs throughout 2017. We’ve seen some reports showing as high as 171% since January, but anecdotally, most of DSA’s clients have seen more modest increases in the 25-30% range, with optimizing towards impressions rather than clicks a possible factor. And with Nielsen’s recent findings on the platform, it looks like Facebook is finally telling people what comScore has been saying since 2009 — optimizing to clickers is generally a waste of time and there’s little to no correlation between CTR and brand or conversion objectives. Where have we heard that before?.

So where do we go from here? Planners will need to rethink Facebook as a cheap, high-reaching foundational layer in their strategies. It’s quickly becoming not so cheap, and on flat budgets, a tougher look at targeting and custom audiences is needed to build and maintain any frequency. And as the cost of image and video ads in a cluttered newsfeed goes up, formats like YouTube’s bumper become an even more appealing way to connect with audiences on their terms (quickly and effectively).

The post Facebook Changes and Their Impact on Paid Media appeared first on DSA Media.

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sourced from: http://youtu.be/Ok5k0lt_Abs

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