How do you catch potential customers that are near you? How do you target people according to their location?
Do you have a house to sell and you want to find a buyer in your area? Or do you run a small hot dog stand and want to sell more of your delicious repast? Try to target the people that are near your business!
Is your stock full of T-shirts that say, “I ♥ Boston” and you want to sell them? Target the real Bostonians!
Facebook simply allows you to target people according to their geographic locations. You can sort your audience broadly or very specifically. That means you can target the whole country, state or region, city, zip/postal code, and if you have a store, you can use the option for your very own business address that is to be set on your Business Manager page.
Have you already come across social media posts tagged with “Sponsored”? Do you wonder what they mean and on which principle they work? Good question! An even better one would be, how can these posts help you reach way more people than you do with your organic posts – the ones that you publish on your social media timeline? In today's post, we will uncover not just that, but also concrete steps to get started!
Truth be told, you can use these types of posts to reach many more people than you do today…
But before we jump into what a sponsored post means, let's look at what it doesn't. Say that you run an Instagram profile and add posts to your profile. So do we. This is what it looks like:
These posts are the ones that appear on your social media profile and most importantly, on the feed of your followers and friends. The ratio between the number of people you reached with your posts and the total number of followers is your ORGANIC REACH. The more people who follow your profile, the more people you can reach with every one of your social media posts. Therefore, it is important to build your audience.
But what if you want to reach more people? What if you want to expand your reach to someone who hasn't liked your page yet? Both answers will be clarified, go ahead and continue reading...
In regards to the organic reach, we have to tell you the cruel truth. The organic reach is constantly decreasing. What that means for you, is that you no longer reach the same number of people as you did before.
We have covered this topic more thoroughly in this article, but to point out the importance of this decrease, see the graph below:
From 2012 to 2016, the organic reach on Facebook has sunk to almost zero…
Let's do some math to understand it perfectly. Say your page or profile has 10,000 followers. Due to the organic reach decline, your organic posts may reach between 300 and 800 people based on its performance – making your organic reach between 3% to 8%. Now the chance that some of these 300 to 800 people interact with your content is way lower than if you reached 3,000 to 8,000 people (call me captain obvious). It may sound logical and totally clear, but ignoring this fact and relying solely on your organic reach may cost you your share of voice or market share. In other words, you may lose your followers, fans and customers if you don't act.
Now that we've come through what organic posts mean, let's finally clarify what these “sponsored” posts are that serve you targeted content on your social media feed…
Refresh your Facebook or Instagram feed and scroll for a few seconds… Stop, there it is! A post that looks like any other one with one small difference. It is tagged with “Sponsored” in the upper part. Can you see it?
You will find plenty of these on your feed. And most of them will be perfectly targeted at you – based on your interests and preferences. Now the key is to leverage this feature for you and your business, isn't it?
Let's dive into how this sponsored content works. Facebook, Instagram, LinkedIn, Twitter, Tik Tok and other social media platforms allow you to run ads through their advertising interfaces. You sign up, learn how the platforms work and jump straight into promoting your content. These interfaces – let's call them the Campaign Manager Accounts for now – remain unknown to “ordinary” users. It's all the magic that “happens in the background”.
Let's take Facebook as an example. Say I want to promote our post that has been (organically) published on our timeline:
Organically we didn't reach as many people as we'd like to. Let's promote the post then…
Either in Facebook Business Manager or tools like our own app, you can follow a few steps and create your campaign – sponsor a post. By defining your goal, marketing persona, budget and message, you can expand your reach and speak to people that have never heard of your business before or show your content to followers you'd not have been able to reach organically.
Going back to our example, let's say that we want to target small business owners in California. According to data from Facebook, we could reach 290,000 people, respectively 277 to 800 people a day for less than $10 a day.
Yes, promoted posts are about investing something into expanding your reach. But as you see, you don't have to sit on millions of dollars in marketing budget to speak to more potential customers than you probably do today. You don't even have to sit on hundreds of dollars to achieve your goal of reaching more people…
Not to say that when they purchase from you, your investment is back – with interests (or margin:)
This is what the set up would look like...
With only a few clicks – in case you use tools that simplify this process – you are able to start your campaign (sponsored post).
The best thing is, that you target your posts solely at people who are relevant to your business. In other words, you tailor your content to people that can become your customers, followers or fans.
Say you run an eshop with accessories. You sell watches, necklaces, small pieces of clothes, rings and other goods. You have two types of products: those made for men and those made for women.
You manage your Instagram profile and post content about your customers’ satisfaction (reviews), newest pieces of clothes and inspiration as to how they fit with other outfits. This content can be interesting for both men and women. But what if you want to run a campaign targeted solely at men with the goal of selling all the men's watches that have been sitting in stock for a long time? That's when the sponsored post comes into play…
The process has already been described: you define your goal (sell more watches), marketing persona (men in California between 25 and 45 years old, interested in fashion), choose which channel you want this post to appear on (Instagram), set your budget and campaign length ($5 a day for 7 days) and finally, create your great content – the ad that your potential customer sees on his feed. Say your post looks something like this:
Thanks to this campaign (while using the setting in the brackets), you are able to reach more than 7,000 people. And you've invested $35 in total. Awesome, isn't it?
Is this the only option to increase your organic reach, you may ask? It's definitely not. Marketing is all about synergy. You may want to combine more tactics to achieve the best results.
Let's go through some tips & tricks that can work perfectly with (or without) promoting your posts.
Again, this may sound obvious, but is not always completely understood. Creating super engaging content comes first, along with understanding your audience! If you don't know who you're talking to, your speech can never really resonate, right?
It's like in life. Imagine you go on a date with a pretty and intelligent woman who is into fashion and yoga. You spend the whole time speaking about the Super Bowl! How would that date end? You probably know the answer...
The same applies to your social media profiles and any content that you publish. If you create something that no one's interested in, you decrease not just your reach, but also engagement.
Start with defining your marketing persona and create content that they find interesting, educating, funny or shocking – anything that goes with your brand.
If you do so, your followers will like, comment, share and recommend your content and products. Thus, you can leverage the real power of social media: the snowball effect that happens once people share your content.
Let me share one secret with you. Your followers are not only on Facebook or Instagram. They also use other platforms like Youtube, Pinterest, LInkedIn or Tik Tok. In fact, an average American Internet user has more than 7 social media accounts. That being said, you should definitely leverage the potential to reach your audience where they are (and where your competitors probably aren't… yet).
Platforms like LinkedIn or Tik Tok have a much higher organic reach now. They are where Facebook was a few years ago. That may change as they grow and decide to monetize their audience, but till then, you can build your follower base and successfully grow your business! Go for it...
Are you also suffering from a continuous decrease in organic reach? Do you reach less people than you'd like to? Try some of these tactics and let us know how it has helped :)
A few months ago, I moved to a new flat. Before that, I had been doing thorough research on what part of the city is the most child-friendly in terms of security, what are the prices and how far the flats are from the public transportation. I took many things into consideration before even getting in touch with an agent.
Did I Google things? Of course! Was I keen on reading research on what parts of the city suit my needs? You bet I was! Did I spend some time scrolling on Pinterest for furniture inspiration? Yes, I did.
I was lucky to meet Josh, a real estate agent who has been in the business for some time. We got in touch after I visited his website and read his article about the prediction of real estate prices, plus went through some interesting content on his LinkedIn profile.
I was astonished by the speed of his reaction. Within two days, I had 5 flats to choose from. And a few days after that, I went to see them all.
What I did, nonetheless, within those two days, was thorough research – again. This time, I examined Josh's Instagram profile and checked out the other flats he had to offer. I read the reviews on his Google listings and read more educating articles on LinkedIn. I am a social media freak and I probably use all of them. But Josh was always there… Offering me exactly what I was looking for. At the exact time I needed it.
What I just described, was a perfect user experience and great customer-centric approach. Josh knew his business would grow if he invested in these channels. He also knew what content to serve on each of them. And I engaged, liked, followed – was totally sold! – Successfully ended my buying journey – call it whatever you want. Josh won. So did I.
Do I live in one of these aforementioned flats today? I surely do and I am happy with my decision.
Reach your customers wherever they spend their time. This is a golden rule Josh and other successful businesses completely abide by.
The fact that you are missing out on the chance to speak to your customer or potential customer on any channel can only be leveraged by your competitors… If you don't worship the customer-centric approach, they will.
And by customer-centric I mean going beyond on what YOU want to be doing to what a CUSTOMER wants to do – where she spends time, where she expects to get in touch with your business, where she takes out her wallet and pays for goods or services...
We are not talking solely about social media here. Customers visit your store – interact with you personally, get in touch with someone from support or sales, search for a cheaper substitute on Google or Bing and eventually visit your website. To gain trust, users tend to rely on reviews and customer feedback listed on your social media profiles. One customer – multiple channels. And you'd better be on all of them.
Every touchpoint matters. Everyone builds the complete image of you through your customers' eyes. And everyone determines whether a customer chooses you instead of your competitors.
In 2018, the average time spent daily on social media was 136 minutes. That is more than 2 hours of one's precious time. And more than 2 hours for you to catch their attention with what you have to offer.
What you can count on, is the fact that they will search for products like yours. And if they don't find you, they will buy somewhere else…
One of the main problems of real estate agents, is getting listings. To make it work, you shouldn’t just focus on your website. Social media and the online world, overall, could be a marvelous extension of the brand you present yourself as offline. If you take advantage of its options, you’ll reach more people, build trust and most importantly - sell.
Here are a few things you should know about social media marketing for real estate.
Customers are already searching for your product. Every second, there are 75,000 search queries managed by Google. That's just one search engine. Now add Youtube, Bing, Amazon – the greatest marketplace – and thousands of forums…. That means you can get in front of their eyes – to offer what they need or desire.
How can you attract the attention of as many people (your potential customers) as possible? Be excellent at SEO and constantly mine as many relevant search terms (keywords) as possible. In order to do that, you need to choose the right tool(s). We've tested many tools to generate high-quality organic traffic to our website. Now we'd like to make your life easier by sharing the 9 best-in-breed tools for keyword research so that you can boost your business in 2020 + 1 hint (really low hanging fruit)!
Before we jump into that, we would like to point out that there will be a HUGE paradigm shift in 2020. Voice search is predicted to be used for 50% of all searches done online! That means that your strategy needs to be aligned with that in mind. Creating voice content will continue to be more relevant over time.
Let's jump into what you are truly interested in, shall we?!
Spyfu is a complex SEO tool that allows you to track the activity of your competitors or market leaders. When it comes to keyword research, it allows you to show the average search volume of keywords, get suggestions on what else people search, it gives ranking history that shows what domains occupy the top positions and how they do over time. Besides that, you can find domains that - if they link to your website – will help you rank high on a desired keyword. Yes, it has a plethora of great tools! Spyfu, nonetheless, is not a free tool. Their pricing plans start at 33 USD a month. Besides keyword research tools, which we mentioned, Spyfu offers a variety of other features.
Google owns all the data from searches on both Google and Youtube. Google Keyword Planner shows you precise volume of searches for a certain period of time. This data can be segmented by either country and region or device. Besides historical metrics, Google Keyword Planner shows you a forecast of how your ads may perform when using certain words. Your paid campaigns can be, thus, perfectly planned. The great news is that this tool is free. The only constraint is that you have to have a Google Ads account.
The great thing about Google Keyword Planner is that it shows you a search volume trend. Thus, you can look at how often your brand was searched at some point in the past versus today. This information shows you the awareness of your brand (or product) over time.
Similarly to Spyfu, Ahrefs offers more features that you can use to boost your SEO. The great thing about Ahrefs is that you can research keywords by platforms (like Google or Youtube). Besides main features like Keyword Research or Backlink Research, Ahrefs offers so called Content Research, that allows you to catch the buzz around certain topics. The pricing starts at 99 USD per month. You can, nonetheless, start with 7 USD for a 7 day trial and see what you can get out of it.
This browser add-on that works both with Chrome and Firefox is a great tool to see similar keywords everywhere! If you type a query on Google, this tool shows you similar keywords and its search volume. If you type a product name on Amazon, guess what… Keywords Everywhere shows you suggested keywords that may appear in your SEO or PPC plan. According to those, you might want to create content on your website, adjust the description of your product or trigger a paid campaign. This extension offers both free and paid features.
Moz is an all-in-one SEO tool that not only gives you a plethora of free features, but also educates you on the complicated SEO industry. Its keyword research offers similar features like the ones from Ahrefs or Spyfu. What makes Moz great – especially for small businesses – is the “MOZ Local” feature that distributes the information about your local business across all important search platforms. Moz is a paid tool that has a few free tools available. The pricing for MOZ Local starts at 129 USD a year, while a basic version of MOZ is available for 99 USD a month or more.
Owned by Neil Patel, an SEO guru, who helps both small businesses and enterprises grow their organic traffic, Ubersuggest is a tool that shows you the search volume for a particular keyword that can be divided by country and language. Moreover, this tool shows you a trend throughout the year so that you can see when certain keywords achieve their peak (like winter jackets do in winter). Metric “SEO difficulty” helps you uncover a potential to rank high for a particular expression. Thanks to this data, you are able to optimise content on your website so that more people discover your business. You can use this SEO tool free of charge.
Are you still with us? Because here is a Google tool that is totally free! Google Trends is all about, well, trends. Shocking, isn't it? Do you want to know the 3 key topics on Youtube in 2019? Sorry, Ted Talks and Baby Yoda moments (he made the chart below ;)), but the topics at the top were Music, Songs and Fortnite…Predictable? Perhaps, if you're an avid fan of Fortnite. Google Trends helps you uncover trending topics that, again, can help you create engaging content and rank high on search engines.
Let's get back to the tools for which you'd have to pay a bit. SEMRush offers an all-in-one SEO tool that differentiates in a few ways from Moz or Ahrefs. Amongst others, this tool gives you a so called, “Keyword Magic Tool” that helps you find relevant keywords, it then groups them to separate them further by topics, picks the most valuable keywords and saves them into the Keyword Analyzer and exports those keywords so that you can play with them on other platforms like Google Ads. The pricing starts at 99 USD a month, so the cost is also similar to Ahrefs or Moz.
Another great tool for in-depth keyword research. The good thing about KWFinder is that it shows you search queries divided into groups: related keywords, autocomplete and questions. Nowadays, people are using whole questions for their online searches, not simply one or two-word phrases. In fact, the average search query has 4 words.
With KWFinder, you can find so called long tail phrases – the ones that have a low search volume, but a higher probability of a user's intention to buy or complete any action you desire. If I search for a “family car”, I probably haven't decided yet, if I truly want to buy a new vehicle or not. Whereas, if I search for a “BMW X7 2019 Black xDrive40i”, I may be much more into making my final decision…
We've presented many tools (free and paid) to mine keywords that people type in when they search on Google, Youtube or Amazon. But what we haven't covered – until now – are forums! You'd be surprised to see how many questions and topics forums, like Reddit or Quora, gather. Is this a relevant source for your keyword research? You bet it is. When you create your keyword list and want to find out what catches people's attention, use the forums. Go through the trending sections, read the questions and answers that are considered the best ones to get a complete idea of what to cover in your web content, ad copy or even product development – yes, what people search may guide you on how to create your product roadmap.
We promised you 9+1 best-in-breed tools for keyword research to boost your business in 2020. 9 tools have been mentioned. Let's finalise it with one last suggestion. The easiest and most obvious one...
Yes, you are right. This is exactly what I have in mind:
Try to type something into Google, Amazon, Bing, Youtube or any other platform that uses a similar algorithm and see what it suggests. These suggestions are not randomly generated. On the contrary, they are based on similar searches (according to relevancy and search volume). Google places these suggestions into two parts: the search field and the bottom of the page:
All in all, you have a complete tool stack to get started with your keyword research! Keep in mind that it is a crucial part of your SEO activities, so make sure to do it properly. Happy searching! :)
You are probably on a path to choose the best marketing automation software for your business. In our latest post, we've covered all you need to know about marketing automation when you are a small business owner. Automation is a trend. And every small business can embrace this – it's not just a game for the big players. In order to choose the right tool, there are some things to keep in mind. There is not just one category of automation tools. Some help enterprises with their robust database and multi-channel campaign orchestration, others help small businesses get rid of the daily marketing routine. Let's dig into the 5 features you'd expect to find in your perfect marketing automation software solution.