How to Use Twitter for Business – the Ultimate Guide

Can I be totally honest with you?

In this day and age, if your company is not present on social media, it may as well not exist. Your customers need you online to figure out their needs, keep them up-to-date with your offer and communicate with them in real time. Building profiles on certain channels is no longer an additional piece of marketing effort – it is now obligatory for success.

Twitter is one such channel. Now, I understand that you may have avoided it because you’re not sure how to use Twitter for business. The good news is that it is not such a hard process, and it’s absolutely worth it. According to a ConstantContact’s survey, 60% of a brand’s followers are more likely to perform purchases or recommend products after following the brand on Twitter. Twitter can help you increase your reach and brand awareness, and grow a positive relationship with your customers. Above all, it will help you generate leads, and increase sales. All you need to do is invest some time and effort.

When using Twitter for business, your major goals should be:

  1. Growing an account with relevant followers
  2. Developing an engaging relationship with followers
  3. Generating leads

Let’s jump right in.

1. Growing an account with relevant followers

Building a killer profile

Having a well-optimized profile is the key to achieving Twitter success. There are several things you must pay attention to:

  • Choosing the handle

    The handle is your profile’s name. For a business profile, you should use your brand’s name as the handle. However, bear in mind that it shouldn’t be too long, so if your company’s name is lengthy, come up with a unique abbreviation. Finally, your followers will eventually use your handle in their posts, so it’s a plus if it is easy to spell and remember.

  • Writing the bio

    It is essential that you include as much info as possible. This will be your way of introducing yourself, showing your future followers who you are and what you do. Moreover, it’s a good idea to use your keywords here, as well as some industry hashtags. Just don’t get too carried away and use too many – your bio needs to be natural, not spammy.

  • Setting up the images

    Visuals matter – never forget that. First of all, both your profile and cover images must be HQ and related to what you offer. The most common practice is using your company’s logo as the profile picture. As for the cover image, use something related to your brand, and also add the logo or some text to it. For all image size dimension tips, read my guide.

    Richard Branson Twitter
    Richard Branson’s profile is a great example of what your page should look like
  • Don’t forget the links

    Twitter is not where you sell, it’s the place where you promote your brand and collect leads. Therefore, it is important to include all the relevant links. Your website URL should be the most prominent, but you can also add other important pages, your LinkedIn profile, etc.

  • Location

    If you run an international business, you can skip this step. However, for a local business, adding the location to your profile is of major importance.

Social management

Now that you have created a profile, you’re ready to make a strategy for developing it. No social media profile can succeed without a clear, well-defined plan. To maximize your effectiveness, you should post several times a day, preferably at peak time. This will be hard if you do it manually, so I recommend Buffer – it’s a handy tool for scheduling posts.

Find the right followers

This is the part where you start building your audience. It is crucial that you get the right followers – those who will be interested in your brand. How do you do this? It’s no brainer, really.

  • Think of the topics that are interesting and related to your industry, and use search to find people talking about them. The same applies to hashtags, they are a great way to find potential customers.
  • Find influencers in your branch and reach out to them. Also, enter a tweet posted by an influencer and follow the people who commented and retweeted. This way, you will reach the people who are not just interested in your industry, but who also regularly respond to the content they like.
  • Spy on your competition. Look for users mentioning them in a negative way, who might be dissatisfied with their services. Follow these people and offer them a good alternative (that is to say, you and your services).

Additionally, while you are doing all this, you should also post several engaging tweets, so that when those you’ve followed come to your profile follow you back. Moreover, create lists to segment your followers.

Finally, try to keep the number of followers and those you are following balanced. It’s OK to unfollow someone who doesn’t relate well with what you’re offering.

Important note: NEVER follow someone and then unfollow them the very moment they follow you back. That’s a certain way of gaining a bad reputation.

2. Developing an engaging relationship with your followers

Now that your profile is designed for maximum engagement, it’s time to start working on it.

  • Share content that your customers need

    If you want to attract people to your page, it has to revolve around them. Think of your prospects problems and needs, and then post your solutions. Don’t oversell. If you want your followers to fall in love with your brand, write 20% of promotional tweets and 80% of content interesting to your audience.

  • Stay up-to-date with the conversations

    When someone mentions you in their tweet or sends you a Direct Message, you don’t want to miss that. Always reply promptly and thank people for retweeting your content. Monitoring tools such as TweetDeck and Hootsuite might help you with this.

    How to Use Twitter for Business
    Always reply to your customers, even when it’s not your fault 🙂
  • Format your tweets

    A tweet is limited to 280 characters, so be careful to use them to their full potential. While textual tweets do perform solidly (quotes especially well), my suggestion is to focus on pictures and videos. They are far more dynamic and will engage your audience. For instance, why not air a live video? Or express yourself using only GIFs? Also, don’t forget to add a couple of hashtags.

  • Attract them with links

    People like to find new, relevant content on social media. In other words,  you should regularly post links to various articles and pages. These can be your own blog posts and offers, or posts by some authority figure of your industry.
    Beware though, Twitter doesn’t automatically create link previews, so if you just copy the link, your post might go unnoticed. That’s where ShareGuru comes in handy – use it to create eye-catching links that will attract engagement. Another option is using Twitter cards. This is a solid option, but for that, you need to either be familiar with the code or have an IT associate help you.

    How to use Twitter for business
    Link previews look much nicer when you use ShareGuru
  • Real-time customer service

    Encourage your customers to contact you via Twitter. You may solve their issues much faster this way. Additionally, ask them for honest feedback from time to time. That way, you will gain valuable insights about the product or service you’re offering.

Generating Leads

Finally, we’ve reached the last stage of your Twitter campaign. It’s a great lead generation resource and can help you collect information about prospects such as their email addresses, get people to your website and turn them into your future customers. If you have followed my advice from the previous two sections, you’ve probably generated some leads already. Here are some additional tips:

  • Pinned tweets

    A pinned tweet will stay at the top of your profile as long as you want it to. Only one tweet can be pinned at a time. Therefore, you must choose it carefully. My suggestion is to pin a tweet with a link to your landing page that contains a lead magnet. In addition, a good option is to pin some gated content.

  • Contests

    Everyone likes contests! Have your followers post images with a specific hashtag or ask them some questions. Be creative and make it fun!

  • Landing page

    Landing pages are very important in online marketing. That’s why I think it’s a good idea to create a landing page only for your Twitter followers to show them how much you appreciate them.

  • Paid Ads

    Twitter has several ads options and great targeting features. Investing in good ads always eventually pays off.

There you have it. Now that you know how to use Twitter for business, give it a try. Remember to be patient, social media success doesn’t happen overnight. Good luck and let me know how this worked for you.

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10 Proven Places To Promote Your Blog

Places to promote your blog

Blogging has become an incredibly important part of the marketing strategy. It can help you expand the awareness of your brand, boost traffic to your website, generate leads, and increase sales.

The main struggle of every novice blogger is driving traffic. Whether you started blogging for personal reasons or to promote your company, at some point, you realized that quality content is just not enough. Another issue that’s making you worried is not knowing how to promote your blog on social media. Somehow, your content doesn’t reach the relevant audience. Don’t give up. Here is a list of places to promote your blog that will make sure your posts are visible and that relevant readers find them.

1. Facebook

As the most popular social network, Facebook is the obvious first choice. However, with 2,3 billion users, not everyone will be interested in what you offer. Fortunately, there are many tactics to get the attention of the right people. Facebook Ads offers incredibly detailed targeting options that will show your product to people interested in your niche industry. Moreover, Facebook groups can be a great source of traffic. Find groups related to your niche industry and start developing your authority there. Finally, there are also Facebook Notes that you can use to post and promote your posts.

Of course, to make your Facebook links more popular, use ShareGuru.

Use it for: increasing brand awareness, increased exposure to potential customers

2. Twitter

Twitter is a great resource for building your audience. Using hashtags and search options, it is very easy to find potential customers and become a part of the communities. Many people use Twitter to stay up-to-date with trends, so tweets that are related to news stories usually become the most successful. That’s why it’s important to share news and discuss developments and changes in your industry. Additionally, Twitter is the best place to connect with your audience. You can have direct conversations with your potential readers and customers and slowly build a rapport with them.

Use it for: increasing your reach, establishing relationships with your customers

For a more detailed procedure, check out my Twitter Marketing Guide.

3. Instagram

While Instagram is not generally recognized as a major marketing channel, it can certainly help boost traffic. On Instagram, you give a visual reference for what you offer, which can attract your potential audience. Mobile users adore Instagram, especially millennials, so try to take advantage of this. Also, because of the hashtag system and location options, it is easy to find and follow people that might be interested in what you have to offer. Instagram stories are getting more and more popular as well, and you can use them to highlight the best bits of your blog posts.

Use it for:  attracting mobile users, targeting millennials

4. Pinterest

Pinterest is one of the best places for blog promotion. The system is based on pinned images – every image is hyperlinked, so it is easy to drive traffic to your blog. This is perfect for visual brands. Another thing that works best on Pinterest are infographics. Besides being easy to find relevant audiences, the major advantage of using Pinterest is the fact that, unlike with Facebook and Twitter posts, the life of a pin is much longer – it can stay relevant for several months. Moreover, while you do need to post regularly and repin images, you don’t have to post comments and there is no pressure to stay involved too much.

Use it for: targetting female customers, increasing your reach

For more tips on using Pinterest for business, check out this guide. 

5. LinkedIn

LinkedIn offers a bit more narrow, but still big enough audience. There are great targeting options, so this is a good place to offer niche expertise. It also serves as an excellent platform to connect with influencers.  However, rather than just sharing the link to your latest blog post, you will be much more successful if you publish the whole article on LinkedIn Blog and include a link there instead. The article will be automatically shared for you, and while you won’t see a big rise in the visits to your blog, your reach will be rising. Also, this is an amazing tactic for SEO – you will benefit from the LinkedIn domain name, and it will be easier to rank higher on SERFs.

Use it for: business-focused blogs, targeting a professional audience

5. Zest

Zest is a marketing content stream that can be installed as a Chrome extension. If your blog is marketing-related, this is a great place to share and promote your content. Zest doesn’t accept spammy materials and only high-quality content is accepted for publication. Those who post on Zest are considered professionals and if you are among them, it will drive more traffic to your blog. If you manage to get your posts published there, it means you’re doing something right.

Use it for: marketing-focused blogs, building authority, brand awareness

6. Quora

Quora is the world’s greatest Q&A platform. It may not seem like a blog promotion space, but actually, it can be very useful. Answer the questions that are related to your niche and include links to your posts – this is a great way to boost traffic. However, be careful – all your links need to be relevant to the content, you will be banned for spamming. Another upside of Quora is that this is the perfect place to get to know your audience. There, you can discover their needs and issues and work on solving them. Quora is also very SEO-friendly.

Use it for: building authority, establishing relationships with your customers

7. Medium

Medium is a publishing platform similar to Pinterest. It has a great tagging and categorization system to help you find a relevant audience. It is especially handy in getting exposure to larger audiences. Never post the same article on both your blog and Medium. Instead, post snippets of full blog posts on Medium, and then direct users to the full article on your blog. Most Medium users are startup founders, people interested in the tech business, politics, and other people looking to improve their lives and habit, so if this is your audience, start building your Medium profile.

Use it for: increasing your reach

8. BlogLovin’

BlogLovin’ is literally a tool designed for keeping up with blogs. This means that the audience you attract there will be most certainly interested in what you have to offer. Also, once you have linked your blog with your BlogLovin account, all your blog posts will automatically appear on BlogLovin, so you don’t need to invest much time and effort. It is also very popular with iPhone users.

Use it for: increasing your reach and brand awareness

9. Slideshare

If you are looking to recycle your blog posts so that more people could see them, Slideshare is the place to go to. Use the highlights of your post to create a presentation, and then when you publish it, link it to the original blog post. It is also a good idea to lead your visitors from your Slideshare presentation to a landing page to get their email addresses.

Use it for: lead generation, b2c marketing

10. Snapchat

If you are targeting young adults, you shouldn’t miss Snapchat. There are many ways of promoting blog content there. Take snaps of yourself doing something you recommended in your posts. Offer contests, competitions, and promotions. Include some behind-the-scenes pictures and videos of you creating the blog. All this will make you very likeable and interesting, and your followers will want to check your blog out.

Use it for: targeting 16 to 25-year-olds.

Places to promote your blog

Final Tips

  • Don’t try to cover all these places to promote your blog at once. Think which of these are the best places to promote your blog, based on your industry, and create a plan for them.
  • Be patient. Social media success can’t happen overnight. It takes time to understand these sites and establish yourself as an esteemed member of their communities.
  • Just because you are working on promoting your brand on social media, doesn’t mean that you should give up on other ways of promotion, such as Email marketing.
  • Be yourself. Add your own personality to your posts and accounts and the followers will appreciate you more.

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How To Design a Perfect Facebook Post

How to design a perfect Facebook ad

Are you satisfied with the number of likes, shares and comments that your Facebook content receives? Do your posts boost your traffic and conversions according to your plan? If the answer to these questions is ‘No’, it is time for you to start paying more attention to your post design. A well-designed post will not only get the attention of your target audience but will also engage them and turn them into loyal customers. In order to achieve that, all you need to do is follow these simple rules.

1. Choose the Right Image

If your link preview fails to engage your audience’s interest, nobody will read your ad copy. This is why great visuals are essential, and when you are choosing your preview image, make sure it is captivating.

Facebook image Do's And Don'ts Infographic

TIP: For designing engaging images, check out Canva, one of the top graphic-design tool websites.

2. Use Dynamic Visuals

The audience is nowadays very difficult to attract, which is why you should also choose other types of media content, such as gifs and infographics, instead of a simple image. Video content is certainly the best.  However, Facebook is not a big fan of YouTube, so shared video previews are very small and easy to miss. If you want to create more attractive previews, you can use ShareGuru, our tool for link preview customization.

Design a Perfect Facebook Post
Video preview on Facebook

 

Design a Perfect Facebook Post
Video preview on Facebook using Shareguru

3. Stay Consistent

The Facebook audience loves and appreciates consistency, as it has a positive impact on a brand’s reputation. For this reason, try to match your ad or boosted post design with your landing page. This practice will certainly boost your conversion rates. Also, a well-designed landing page will additionally charm your potential customers, so check out these extra tips. Design a Perfect Facebook Post

Facebook Ad

Design a Perfect Facebook Post
Landing Page

4. Address the emotions

Many of our impressions and decisions are not based on reason, but on emotions, and a true marketer knows how to use that. If you are able to address the emotions of your audience, you can be sure that your ad will be profitable. There are many ways to achieve this. Images play a big role in our emotional reaction to ads, so choosing images that feature smiling faces, children, animals and personal triumphs is the right move. Using verbs and adjectives with positive connotations, as well as bright colours and high contrasts, is another successful practice. Try to make the ad personal by adding some of your own personality in it – give an opinion or show excitement. Of course, adding promotional coupons and contests will surely help, as well as the magic marketing word ‘FREE’. Finally, evoking feelings of nostalgia, togetherness and hope for a better future are yet another good way to get your audience interested.

Design a Perfect Facebook Post
Ads can be motivational and inspiring
Design a Perfect Facebook Post
Who could say no to this cute puppy?

 

5. Appeal to your audience’s reason

A good ad should not only address the emotions but the reason as well. A good way to do that is by including some of the best features of your product or service into the description. This way, your potential customer will know that what you offer is high quality. Furthermore, try to reduce the sense of risk that they feel – offer a free trial. That way, your prospects will become more trusting. Lastly, many customers require some social proof of your quality. You can offer it to them by publishing testimonials, sharing milestones related to your customers, or simply by using social proof on your ad copy.

Design a Perfect Facebook Post

6. Make an Effective Call To Action (CTA)

CTA is basically the main purpose of your ad. The goal is to persuade the user to act in the way you want them to, and that usually includes clicking the CTA button that would take them to your website, product page, payment page etc. It is of utmost importance to make the CTA button stand out, and an ad should never contain more than one button. Be clear and concise, your customers need to know what to expect once they click the button. You should also mention it in the link description. It is also a good idea to include a CTA in your preview image.

Design a Perfect Facebook Post

7. Pay attention to formatting

Don’t forget that every field in your ad or post has a certain required length for their specific field. If your customers can’t see the whole headline or description, they almost certainly won’t click on your link. Remember that the headline is limited to 25 characters and link description to 90 characters. Also, it is a good practice to capitalize the first letter of each word, as it makes the audience perceive your content as more important. The description should be short and clear, and it is a good practice to use numbers.

Design a Perfect Facebook Post

8. Create Urgency

There is nothing worse than losing out on a great deal just because we were a little late. Using urgency evoking words and phrases will grow your audience’s fear of missing out and bring additional incentive. Some of the most effective are:

  • Limited time!
  • Only!
  • Today Only!
  • Hurry!
  • Act now!
  • Rush!
  • Last chance!

Design a Perfect Facebook Post

Wrap Up

That’s it! Your post is ready for publishing and boosting. Follow these steps and customize your previews with ShareGuru, and we can assure you that your Click-Through Rates will go sky-high in no time.

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Create a Facebook Ad for small businesses step by step

Create a Facebook Ad for small businesses

More than a decade has passed since its launch, and Facebook still remains the most popular social media platform. Its dominance has turned it into an indispensable tool for advertising. Facebook Ads feature has proven to be especially valuable for small, local businesses, as it offers a wide range of audience targeting options. In this guide, you will learn how to easily create an effective Facebook ad for small businesses.

The whole process consists of only 4 steps:

  1. Laying the Groundwork
  2. Creating the Campaign Objectives
  3. Setting the Ad Properties
  4. Creating the Ad

In order to make things even simpler, we will explain each step in great detail.

1. Laying the Groundwork

Create a Facebook Ad for Small Businesses

In order to create an ad, you must have a business Facebook page. If you don’t have one yet, you can create it here, and then fill in the information about your business. In order to create a successful ad, your page needs to be fully optimized, so you will need to take several steps to improve it.

To create a new ad, click on the drop-down arrow in the upper-right corner of any Facebook page that you have admin access to, and select ‘Create Ads’. This action will lead you straight to the Facebook Ads Manager.

2. Creating the Campaign Objective

Once you have entered the Ads Manager, you will need to choose your campaign objective. There are 3 groups of objectives: Awareness, Consideration and Conversion objectives.

2.1. Awareness objectives

In the Awareness section, you will be offered two objectives:

  • Brand awareness – Reaches as many people as possible who might be interested in your brand;
  • Reach – Shows your ad to a maximum number of people.

We don’t recommend opting for these objectives. Awareness objectives’ goal is to generate as much attention to your product or service as possible, so they are likely to show your ad to people who are not interested in your brand and will not become your potential customers.

2.2. Consideration objectives

Consideration objectives have a great value for any small business, as they get people to start thinking about your business and look for more information about it. Here, you have several choices:

  • Traffic – Sends people to a destination on or off Facebook, for example, to your website;
  • Engagement – Attracts more audience engagement, such as likes, comments, event responses and offer claims;
  • App installs – Gets more people to install your app;
  • Video views – Gets more people to view your video content;
  • Lead generation – Drives more sales leads, such as email addresses or demographics, from people interested in your brand;
  • Messages – Gets more people to send messages to your business in Messenger or WhatsApp.

The Traffic and Engagement objectives are especially important, as they will certainly help grow your business. However, our favourite pick would be the Video views objective. Nowadays, people have become impatient and their attention span has grown shorter, so it is essential to embrace a dynamic piece of content such as video. As we believe that every brand should have at least one video campaign, for the sake of this guide, we will continue by selecting the Video views objective. You can, of course, choose any objective that fits the needs of your campaign.

2.3. Conversion objectives

Conversion objectives target people who have already shown interest in your business and encourage them to purchase or use your product or service. There are three possible options:

  • Conversions – Drives valuable actions on your website or app;
  • Catalog sites – Creates ads that automatically show items from your catalog based on your target audience;
  • Store visits – Locates people nearby and gets them to visit your locations.

As your business grows, your campaign objectives will change. Think carefully about your current goals and select your desired objective. If you have multiple goals to achieve, it is essential that you create separate campaigns for each objective. Once you have finished this step, you need to choose a name for your campaign. Try to be as specific as possible. Finally, click ‘Set Up Ad Account’.

NOTE: If you are using the Ads Manager for the first time, after finishing this step, you will need to fill in basic information about your accounts, such as your country, currency and time zone. This part needs to be configured only once, and will not show up in the future.

3. Setting the Ad Properties

After clicking the ‘Set Up Ad Account’ button, you will find yourself at the Ad set level. Ad set is where you will define your targeting, budget, schedule, bidding and placement. While setting these properties, always have in mind your original objectives and act according to them.

3.1. Defining the Audience

No other advertising tool can target a particular audience as well as Facebook Ads can. It offers a wide range of options and you can be very specific when choosing your audience. These options include:

  • Location – select the specific location of your audience. You can choose the people who live at that particular location or, for example, people travelling in that location;
  • Age – select the minimum and maximum age of people who will find your ad relevant;
  • Gender – select the gender of your desired audience; if gender is not significant, select ‘All’;
  • Languages – fill this field only if the audience you are targeting uses a language that is not common to the location you have chosen above; otherwise, leave it blank;
  • Detailed Targeting – select a specific demographic group that will find your ad relevant: you can target people based on their income, education, relationship status, interests and habits. You can also target people who have shown interest in / bought products from your competitors by simply typing in their brand names.
  • Connections – reach people who have a specific kind of connection to your page, app or event, for example: show the ad only to people who like your page or who have responded to your event.

If you want to create a Custom Audience, you can find the instructions here.

After you have chosen your target audience, click ‘Save This Audience’. A pop up will show asking you to give a name to your audience. Once you have done that, click ‘Save’. Try to give your audience a recognizable name, as you might want to use that same audience again in the future.

3.2. Choosing Placements

Placements are incredibly important for every campaign as they heavily influence on how much attention your ad will grab. We strongly advise you never to use the recommended, automatic placements, but to select them yourself. If you keep the automatic placements, your ad will also end up on Instagram and Audience Network, and it is not advisable to create one and the same ad for multiple platforms.

After clicking the ‘Edit Placements’ option, please unselect all other social media platforms except Facebook. You will be left with several Facebook locations. The most important ones are

  • Newsfeed – this is where we recommend you place your ad, as this is where it will attract most engagement and achieve highest CTR;
  • Mobile Newsfeed – this is an amazing placement for mobile app installs and engagement; however, you should expect low website conversions;
  • Right Hand Column – it may be cheap, but it is not recommendable – the performance is low, it is too small and easy to miss, and lacks dynamics. It can be useful for retargeting, though.

Create a Facebook Ad for Small Businesses

  • In-stream Videos – they are very similar to commercial breaks. If you have opted for a video objective, our advice is to go with In-Stream Videos, as they are non-skippable, and the viewer will watch them in order to finish the interrupted video clip. Bear in mind that these videos are only 5-15 seconds long, but that shouldn’t scare you. If your video is longer, use its best part in the ad, and then post the full video on your Facebook page. Remember to use for making the most out of your YouTube videos.

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Our final advice for this section is to scroll down to the Specific Mobile Devices and Operating Systems section and select ‘Only when connected to Wi-Fi’. If a user is not connected to WiFi, the chances are that it is not a good time for them to see your ad – they might be driving or in a hurry, so they will not pay attention to your ad.

3.3 Determining the Budget and Schedule

The next step is to allocate your daily budget. Our advice is to start with $5.00 a day. This way, if you review your ad performance regularly, you can test different audiences, measure results, and identify which ads work better. Then, you can turn off poorly performing ad sets and ads, and reallocate your ad set budgets to focus on the most effective ad sets.

On your right, you will see the estimated daily reach, based on your audience, placements and budget, so you will know what to expect.

Create a Facebook Ad for Small Businesses

Finally, set your schedule: your ad can run continuously starting today, until the moment you turn it off, or you can set up the start date and end date.

4. Creating the Ad

Finally, you have reached the moment of ad creation. The first thing you need to do is to select your Facebook Page that will represent your business in the ad.

Next, Choose the format of your ad. For this guide, we selected Video Views objective, so now we opt for the Single Video ad. Afterwards, you should upload the media file for your campaign, in this case, a video file.

4.1. Ad Design

Ad design is of utmost importance  and you need to be very careful about it, and pay attention to the following:

  • Your ad must be eye-catching – you can achieve that by making it colourful
  • If your ad contains a video, pay attention that your thumbnail is dynamic and reflects what you have to offer
  • If your ad contains an image, that image must be related to the offer and it should highlight your value proposition
  • The ad preview image dimensions should be 1200×627 px – this way, the ad will look good on every screen.

The success of your ad is closely related to its design and the preview image. As it is difficult to create HQ images, we suggest that you use one of these free photo databases, as well as some graphic-design tool websites such as Canva.

4.2. Ad Content

If you want your ad to perform successfully, you need to ensure that the content is optimized.

  • First, write the text for your campaign. The text should clearly tell your audience about what you are promoting. Remember that people are not on Facebook looking for local businesses, but a powerful offer will attract them. Try to include words such as “discount”,  “free”, etc. If there is a video included, the caption should clearly state what is happening in the video.
  • Add a website URL that will take the audience to your website. The CTA will be a ‘Learn More’ button, but you can change it. Make sure that the landing page is consistent with the design and wording.
  • Write a headline for your link. Headlines are very important – try brainstorming headlines before making the final decision. The headline will be shown in bold font.
  • Write a link description. Remember to stay concise, don’t get too descriptive. Anticipate the common buying objections and offer a solution in this field.
  • Bear in mind that if any of the text runs over the required length for their specific fields, your ad will lose some of its power. The headline is limited to 25 characters, and link description to 90 characters.

Create a Facebook Ad for Small Businesses

Once you are satisfied with your ad, you can continue. You can click ‘Review’ to see the summarized information about your ad, or you can click ‘Confirm’ to finish the ad-making process.

Wrap up

Congratulations! You have created your first Facebook ad. Before being published, your ad will need to be reviewed and approved by the Facebook team. Once it is ready for publishing, you will be notified by email.

Did you find this easy enough? What is your opinion of Facebook Ads? Share your experience and impressions with us in the comment section below.

How to increase Facebook reach and beat the algorithm

The evolution of the algorithm

1. The evolution of the algorithm

There isn’t a shred of doubt that every Facebook Business page owner is chasing for the holy grail called Facebook algorithm and the secret on how to beat it. Over the years, this algorithm has significantly changed and evolved, which is constantly dictating new trends and marketing strategies for the business owners.

Let’s give it some context first.

In the early days, the algorithm started small by assigning certain “value” to each piece of content posted out there. To put it simple, plain text posts get 1 point, posts with an image get 2 points, and so on.

What this means is, for example, if you as a user have never liked a post containing a photo, it will not be showing you content with photos.

Over the years, Facebook got flooded with overproduction of content and an extremely competitive market. The algorithm has highly evolved and is now taking hundreds of things into the account. It can be something as simple as the semantics you use. For example, it detects some buzzwords such as posts containing “congratulations”, which probably means the post is announcing something big and important, thus assigning it more value.

At the beginning of 2018, the revolution was on the horizon when Adam Mosseri, the Head of Facebook News Feed, announced the algorithm is going back to its original values – friends and family. Apparently, now it’s all about bringing people closer together.

Interacting with people … is associated with a greater sense of well-being. And the benefits [to the content creator] are even stronger when you’re close to the person, and when the interaction requires some effort. 

Adam Mosseri, Head of Facebook News Feed

So, how does all this help you increase your Facebook reach?

2. How it all works

As Adam Mosseri kindly explained, try observing each Facebook post as a restaurant menu and break the problem into 4 steps:

Inventory – What’s on the menu? What are the options? (Meaning, checking all posts available out there, how recent they are, how frequently does the publisher post, etc.)

Signals – Is it breakfast time? What’s good at this restaurant? (Checking the time of the day, buzzwords, how much bandwidth a user has, what device is he on, etc.)

Prediction – Will I like the salmon today? (Checking your previous interactions with the author, number of likes, clicks, negative feedback, and shares; evaluating how useful the post is, etc.)

Score – Take all this info into consideration and place an order. (Post is given a certain relevance score and it’s shown on your news feed)

After you’ve gotten the basics on how Facebook algorithm works, let’s explore some simple tactics that will help you increase your Facebook reach.

3. The snowball effect

Engagement is the most important factor if you wish to boost your online presence. The more people engage with your content (likes, shares, comments, feedback), it adds more context and draws more visitors. Try not to post updates only, but rather to start conversations. Having a top-class customer service and interaction will significantly boost your chances.

TIP: Don’t be afraid to use all the options available to you. Instead of just posting updates, try starting a poll or a quiz on a certain subject, ask your audience questions (for example, what kind of content would you like to see more? Images, videos, tutorials…). Hold special deals for the participants/winners. Get creative!

Brand advocacy can also bring good results. Inspire your employees, colleagues and partners to share your content and promote your business. Do the same with your most loyal customers and visitors. Offer loyalty deals to them. It’s also a good idea to partner up with other business owners from the same niche.4. Good, old content

Content is the king, it’s as simple as that. Bill Gates said it back in ’96 and it never gets old.

Varied content will offer the same piece of information in different formats. There are so many ways you can share content with users, so don’t limit yourself. Make use of posts, status updates, images, videos, polls, tutorials… Try keeping up with the latest trends, but don’t just post what’s trendy at the moment. It will limit you to a smaller audience and make it look like you’re pushing for a quick fix.

As far as the latest trends go, sharing relevant video content is a good idea. Try using to customize YouTube videos and make the most of the content you publish.

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TIP:
Remember that Live Facebook videos tend to get 3x more audience.

Human touch will help you build enough authority to engage your audience to action. It will also help you attract the right group of people, as quality is more important than quantity. Inactive followers will not be of much use.
Make sure to add a social context to your content and sharing inspirational things as it increases effectiveness. You should stay on topic and keep it professional at all times, but try not to be too formal. It’s a good idea to keep it short and snappy. Accompanied by some solid visuals and a clear and inviting Call-To-Action, it will be spot on.

One great example of this human interaction and keeping it simple is Nutella. With visuals and messages such as this one, it really convinces you that a chocolate nutty cream is the solution to every problem, doesn’t it?

TIP: Don’t forget to add a Call-To-Action to the content you publish. It will engage your audience to action.

Be evergreen with your content. Out of all the content you share, there will always be certain things you can identify as the most relevant. Choose posts that have done very well and reuse them. Usually it’s a piece of information that never gets old, such as video tutorials, “How to” sessions, Q&A, industry news, testimonials, … The evergreen content can be a slippery slope as misuse can lead to counterproductive results, so make sure to learn which types of content are considered as evergeen.

5. Use Facebook Insights

The Facebook Insights page should become your best friend while planning for your presence boosting strategy. It gives a very detailed and valuable insight into page and posts metrics. It can help you learn which posts get the highest organic reach, which types of posts your audience prefers, the number of likes…Moreover, it gives you an insight into your visitors’ demographics, such as their age, gender, country of origin, time of day when your posts were viewed.

Once you export these data and put them to work, you will be able to pinpoint both your strong spots so you know what to boost further, or your shortcomings so you can think of an improvement strategy.

TIP: Invest some time to determine when’s the best time of day to post. Recent studies show posting at non-peak times can increase your visibility.

6. Paid ads

The overproduction of content has forced Facebook to give more advantage to paid ads over organic results, due to too much content being published every day. Forecasts from Facebook VPs even take one step further and claim there will come a time when organic reach will be zero. This is aligned with Facebook’s aspiration to offer users the most relevant content, not just spill all that’s available out there.

Having in mind How Facebook Ads Work, it surely is a way to reach a more refined audience and instantly boost your reach.

The obvious downside is that it will cost you money, but if you set your goals right, choose your marketing objective, precisely define your audience and budget, craft a smart advert and make sure to learn from the experience, it will pay off.

7. Conclusion

Boosting your presence with paid ads is a good enough solution on a short-term basics. However, look at it this way: Your Facebook followers are the same as your real-life friends. You could buy their presence, even their attention, but you can’t buy their trust and loyalty. Be patient, be yourself and stay authentic, it’s the best way to reach out to people and be heard.

Please share this article and make sure to leave your comment below. We’d love to hear from you and learn from your experience!

7 PRO tips to improve your Facebook page

7 PRO tips to improve your Facebook page

Are you looking to improve your Facebook business page, but not sure where to start? We’ve been there, and we’ve learned that by making a few (quick) changes, you can see major improvements in no time.
Here are our 7 PRO tips on how to attract more visitors, boost the reputation of your business and ultimately increase revenue.

Facebook continues to be the best social channel to start a business page. The advantages are clear: It has over 1 billion users, setting up your page is completely free, it offers some very useful tools for audience insight and analysis, it’s completely mobile friendly and follows trends, search engines love a good Facebook page. All this combined, reaching your targeted audience and building brand loyalty is easy, you just need to know where to start.

First things first. Let’s begin with some simple steps you should take to improve your Facebook business page.

1. Update Your Profile / Cover Photos And About Page Info

Your Great profile photo is the single most important photo you’ll ever have.

It’s the picture appearing everywhere as a thumbnail – on your posts, comments and all other activities related to your page. Remember, people’s reactions to visuals are strong. Your profile photo should be easily recognizable so people can identify and memorize you.

TIP: It’s a good idea to use your logo or trademark here.

An Excellent cover photo is the biggest photo on your entire page. Make sure it’s in high quality. Your cover photo should be simple. It needs to say something about your brand, send a message or carry your slogan. Don’t forget to add a cover photo description – this is one of those neat places to put relevant keywords, useful for SEO.  Remember to change your cover every now and then – choose photos with seasonal or holiday motives, highlight promotions and discounts, etc.

TIP: We know having HQ photos is sometimes challenging. There are some great free photo databases you can use and save yourself some trouble.

Often neglected, the About section is yet another perfect place to apply SEO. Include only the most relevant keywords within the short description. Make sure the description sounds natural. The long description can tell more about you, so use it to promote your fundamental values and tell your story. Make sure to also include all the general info, such as your contact details (phone, email), your address and the link to your website.

2. Set Up Your Business Category, Set Vanity Link, Add A Call-To-Action

Your Business Category is the first shortcut to reaching your targeted audience. By selecting the most relevant one for your business, you’re making sure your page is exactly what visitors are searching for.

TIP: Don’t fall into the temptation to select as many categories as possible. It’s not going to boost your chances since the Facebook algorithm will only decide on the most relevant one. Think wisely and choose a single category that describes you best. If you can’t decide, it’s a good start to use “local business”.

Choosing a Vanity Link is the next shortcut to reaching your fans.

What does this even mean? In short, when you first create your Facebook page, its link will look something like this:

http://www.facebook.com/pages/My-Awesome-Business/1234567890?ref=ts 

Not very user-friendly, agree?

After your page reaches 25 likes, you will be given the option of choosing a vanity URL. It means you can let Facebook know you want to use, for example, this link:

http://www.facebook.com/pages/ My-Awesome-Business

Claiming your Vanity URL is simple and goes a long way since Facebook pages are indexed by search engines faster than most websites.

TIP: The vanity URL can be changed ONLY ONCE, so make sure your chosen name is relevant, descriptive and easy to memorize.

The Call-To-Action button is visible under your cover photo. It offers a couple of options: contact, shop, book a service, order. Make sure to enable this button as it’s inviting your visitors to interact.

3. Optimize Your Posts

Creating a schedule is the first thing you need to do to improve your Facebook page. Facebook users like consistency, so make sure you never let them down. An excellent way to decide when is a good time to post something new is to look at the Facebook Insights page. It will tell you when most of your followers are online.

TIP: Posting during the busiest hours will ensure maximum visibility.

Increasing frequency is a good idea, no matter how often you post. If you only post something once per month, raise it to once every week. If you post weekly, switch to daily, and if you post once per day, start posting 2-3 times each day. Don’t worry about spamming your followers – all Facebook posts have a very short lifespan, only a few hours. Most of your followers will either see it right away or never see your post at all.

4. Stick To Your Field

Make sure your posts stay relevant. Business owners tend to share viral videos, which are often entirely unrelated to their business. Even though it can attract a few likes, it’s never good as it makes you look silly and desperate.

Also, tend to keep your posts within your niche. After all, people are following your page because they want to learn more about your business, services or yourself. Unless your business is comedy, try to resist the urge to share every single goofy image or video you see. It can damage your reputation, which is extremely hard to restore.

5. Provide Value For Your Readers And Visitors

Make sure your posts hold value and offer benefit to your visitors. For example, try solving one of their issues related to your business with a free how-to guide. Post a tutorial video with top 10 products from a certain category. Try to provide quality information, it shows people why you’re the expert to follow. Furthermore, don’t be afraid to give real solutions that will completely fix the problem your visitors might have. You know your customers best!

TIP: You might think that posting free solutions will be counterproductive, but don’t worry, you will not lose customers. The exact opposite will happen – people will see that you know the business. They will be more likely to use your services.

6. Embrace The Video

Modern Internet users want videos. They lack patience and can’t be bothered with reading overly long entries. Visitors want instant info which can be easily reproduced, skipped or repeated. Embrace this trend, start adding videos wherever suitable.

One of the best places to start is your cover – a great cover video can skyrocket your Facebook business page, telling your potential customers all they need to know about your brand, the story about it and values you share.

Use videos within your posts as well. Remember to use as your companion for making the most out of YouTube videos.

TIP: Don’t stop there; once you get more comfortable with using videos, start exploring the Facebook live videos. It gives your visitors a peek into your world, allowing them to bond with your vision and brand.

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7. Respond And Network

Never forget the human side and the power of response.

Don’t just post something and then completely forget about it. Take time to read comments, like them, respond. Responding to your customers’ questions on social media is a popular and transparent way of customer support. It shows you care and have nothing to hide. People love to see that businesses listen to their voice. It makes them feel respected and appreciated, which in return brings them closer to the brand.

You should also network your brand with other businesses. Don’t be hesitant to recommend quality products to your customers or to praise other Facebook businesses and link to their pages. You will build good business relationships, but also branch out to new potential customers. People will see you don’t put your ego above the customers.

Wrap up

There you have it, our top 7 tips that will boost the visibility of your Facebook business page. Make sure to implement them all, if not already. Most of them can be applied quickly, they cost nothing, but sometimes little goes a long way. If you show your visitors that you care, try to tell them your story, wrap it up in a nice looking and regularly updated page, all that while having fun, you’re on your way to success!

We’d love to hear from you, so please share your experience and impressions within the “Comments” section below.