Beginner's Guide to Facebook Advertising

Facebook gathers more than 2,4 billion monthly active users. That being said, it is obvious that the possibility to reach your potential customers is high. On the other hand, getting to know the platform takes time or costs tons of money (for agency fees). For small business owners who decide to leverage this platform, time and money are the core assets.

So how can you get the most out of the biggest social network? First of all, know the basics. Facebook (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don’t try to understand everything. Choose to learn what matters to your business the most!

We have prepared content that will help you get to know the very basic idea behind advertising on Facebook. We call it the Beginner’s Guide to Facebook Advertising and within it we cover the following topics:

  • Setting up the right strategy.
  • Get to know the Facebook interface.
  • What is Facebook optimisation and how does it work?
  • How can you effectively target your audience?
  • Where does Facebook show your ads?
  • How do you pay for your ads?
  • What are the types of ads you can run?
  • Petr’s case study- a story of a man who successfully sold his company after a few months by growing his business on Facebook.

Dig into the Facebook advertising by downloading the e-book below and let us know how it helped you boost your business!

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No Professional Stuff. Be Natural. Leverage INSTASTORIES.

I know, I have been there too… You are about to create a piece of content — a nicely done cappuccino in your café or a beautifully pictured house that you want to sell. But how the heck do you begin? With no professional equipment or experience — you want to produce the best content for your social media profiles, business website or email campaign, right?

Well, how do you go about it? The key is you don’t have to be perfect, in fact, that’s part of the magic of this medium! Be natural, be spontaneous, and be active. Your new audience will expect funny, educational, engaging and UNPROFESSIONAL content. In a world where marketing aims for the ideal, your audience wants someone or something that they can relate to. A picturesque cappuccino is nice to look at, but what about a customer savouring their morning drink, only to burst out laughing because they have foam on their upper lip? Capture it and share it! Sometimes less is more. And something is always better than nothing

In this article, I will show you how you to use a (relatively new) medium that not only allows you to share your unprofessional and spontaneous content, but REQUIRES IT! This medium is called Instagram Stories aka Instastories. As the name says, it can be used on your Instagram profile (both personal and professional). Below see an example of what an Instastory looks like:

AirBnB Instastory
AirBnB Instastory

Let us first clarify what Instastories are. They are vertically shared pictures, videos, animations that were originally used by Snapchat. After some period of time, Instagram and Facebook implemented them and extended their platforms. Instastories disappear after 24 hours which makes them an instant, spontaneous and engaging piece of content.

But why should you actually care about them? How are they relevant to your business? As we regularly discuss in other articles, webinars and private Facebook groups, ask yourself a question before you get started: Can I reach my audience on this channel? Instagram is used daily by one billion users and Instastories by more than 500 million people. That truly means 500.000.000 people. Every. Single. Day.

Going back to where we began. You are probably asking yourself: “Do I need professional equipment, a best-of-breed creative studio with the best of the best?” Not at all. Be natural, be spontaneous, and certainly, go ahead, and be unprofessional! This platform requires it. Your audience expects you to be natural. They expect to see what’s going on behind the scenes and what your daily updates are — share with them the best moments that can describe you or your business. Tell STORIES! Because that is what this platform is about.

Let’s break the stereotype: You do NOT need to be a professional to create great, engaging content for Instastories.

Let’s get practical. How do you really begin?

  1. The premise is: You already have your business/ personal Instagram account (if not, get one).
  2. Visit the Instagram app and tap your icon (with the + sign) on the top panel/ or simply swipe right.
  3. The interface where you create Instastories will open up. Choose either to make a picture, create a video or choose any of your pictures/ videos in your gallery. The options you have when it comes to content creation are hundreds (check out all the features like Boomerang, Live Stream, polls or uploading Gifs to your story).
  4. After you are done, click “Send to” and choose either your Instastory platform (yes, this is the one) or send it to some of your friends/ followers.
  5. Done. Your Instastory will now be public. Make sure to check the results afterwards. You can see who watched your story (within the first 24 hours of posting it) and how they reacted.

You know how to get started. Get inspired before you jump into the content creation. See a series that shows some examples of really nice — BUT STILL UNPROFESSIONAL — Instastories which you can do within a few seconds.

There are plenty of cool features that you can use to make your content visually more appealing. Amongst them, there are live streams (even shared streams with other coworkers, partners, and followers), galleries of Gifs, options such as slow motion or boomerang effects, coloured backgrounds, many text fonts, polls, quizzes and questionnaires (ways to engage with your audience), chat windows and tons of emojis. Again, choose what correlates with your business image (branding). I may be repeating myself, but less is sometimes more…

Key takeways:

  • Instastories offer an opportunity to reach out to your audience — potential customers/ followers.
  • Be yourself! Be natural and spontaneous, when creating Instastories.
  • Do not insist on the best-of-breed equipment — less is sometimes more.
  • Follow the 5 steps stated above to get started with Instastories.
  • Inspire yourself with our Series of great examples of Instastories.
Read >>

10 Marketing Books You Shouldn't Miss

Books have been a main source of information for a long time and although we can’t exactly say that today, they’re still very important. Lots of people still read books to educate themselves.  Even though the internet is now overshining our good old books, it doesn't mean that there aren't great works of literature anymore. If you keep on walking around the marketing section in your favorite bookstore and you just can't decide which one you should read, here's your new TO READ list.

Maybe one of them is exactly what you're searching for.


Read >>

Marketing Funnel Explained (for Non-Marketers)

Have you ever wondered if the journey of your customer is trackable or even viewable? I have good news for you – it is. You can – in many cases – track how many people know about your business, how many of them consider purchasing your goods and, of course, how many already bought and referred your product to a friend. Being able to view the customer journey, optimise its steps and analyze your efforts is crucial for any kind of business. Trust me, the size does not matter (in this case). Every business should do it.


Marketing funnel is a term that resonates with the majority of marketers. They tend to use this model to illustrate the customer journey – from brand discovery to purchase. As stated, measuring every step of the funnel brings you a much better overview of your efforts and, thus, a higher return on investment, which is your goal, isn't it? The more you can get out of every stage of your customer's journey, the better the results are in terms of number count or revenue.


Let's say your customer journey has three main phases:


Three main phases of the customer journey (attention, consideration, decision)
The Three Main Phases of Customer Journey

Please note that in this case we don't cover the scenarios that happen after the purchase is made (retention funnel).


Each stage represents a different behaviour stage of your potential customer. Say she has a problem which she is able to name. She begins to search for a solution – which you offer with your product or service. As soon as she discovers your business – among others – offers the solution she is already in the awareness stage.


Your presentation, product, its price and other factors determine whether she will move further on the journey. The consideration stage, needless to say, is a phase in which a potential customer already considers your product, is comparing it to your competitors and is aware of its pros and cons.


Decision. That's the phase we aim for. We want her to buy our product, right? That's when a decision is made. In this stage, your potential customer has already conducted the research, has chosen you over your competitors and is happy to buy what you have to offer


We just described (in a very simple way) what a customer journey can look like. Sometimes it takes weeks to guide her through all stages of the journey, sometimes it is a matter of minutes. Imagine yourself buying a coffee in the city center. You probably don't do any thorough research, but you certainly look for coffee quality and price. You don't spend days comparing the product to other cafés or bars. You make the decision according to a few key factors. Your journey is fast and your decision is made pretty quickly. But it does not mean the café owner should not pay attention to the key factors, like what the café window looks like, or if their prices are reasonable, as it influences the customer's journey.


The customer journey can easily be viewed as a funnel. Therefore, marketers use it to analyze their efforts. To explain the basic idea behind the marketing funnel, let's use the widely-known model AIDA which stands for attention, interest, desire and action. Each of these phases represent a stage in which you might find your customers. 


Obviously, your ultimate goal is to guide them through the stages without friction and in the shortest time possible. 


Let us look at an example of a basic marketing funnel:


AIDA - Attention, Interest, Desire, Action

People obviously start at the top – marketers call it the top funnel. This represents the awareness stage. As customers move further in the funnel, they know more about you and your offer and start, as well as continue to consider it more and more. 


Here is what a perfect marketing funnel would look like:


Example of a Perfect Marketing Funnel

This would mean that everyone who discovers your product will decide to purchase. Going back to our example, 100% of the people who enter your café will buy a coffee. Of course, that's a seller's utopia. In an ideal world, this would work, not in the real one.


Your task is to carefully measure your funnel and optimize its steps.


Let's finally give a more concrete example of what a marketing funnel can look like in your case. Say you run a real estate business, and aim to attract potential house buyers with your website. That's also where you generate leads that you can then convert. Your main channels would be:

  • social media or ads on Google or Youtube
  • a website
  • a chat or phone call


You would try to attract as many people as possible with your marketing budget and lead them to your website to show all the products or services you have. After they land on the website, ideally you want them to fill out a form, in case, they are interested in a particular offer. As soon as they do so, you connect with them via phone or email and find out whether their interest can lead to a conversion. 


This is what your funnel would look like:

Example of Marketing Funnel

Let's do some math now. Say your marketing efforts help you reach 10,000 people with your ad. 3% of them interact with your ad and visit your website. That would mean you have 300 people on your website, right? 


How many of these people are you able to convert into leads? That depends on how your website attracts its users and how juicy your offer is, doesn't it? Let's say you have a 10% conversion rate (10% of website visitors convert into leads). In this case, you would have 30 leads waiting to be contacted. 


How many of them can you convert into sales? Again, factors like your response time, will play their role now. If you made it to 50%, you just made 15 sales. Now go back and think about what can be improved...


You can see that there are more factors that influence the efficiency of your funnel (and your efforts). One bit of advice would be: measure each step of the funnel, focus on the customer and do your best to improve the areas where it falters! 


Going back to our example, simply by making your ad more appealing, you can increase your outcome from 3% to 6% which (if other metrics don't change) make 30 sales at the end of the day! Improve your website from 10% conversion rate to 15% and you almost hit the sky… You know where I am heading, right?


You may be wondering where you can get all of this data? Tools like Google Analytics, Google Ads, Facebook Business Manager or our own app that simplifies the process of ad management, can give you great insights into how many people you reached, how many of them interacted with your content, how many made it to the website and finally, how many were converted into leads. There is a plethora of ways to measure your marketing funnel – the customer journey. Even a piece of paper and good data sources can create miracles… 


One thing is for sure: if you don't measure your efforts carefully, you may be investing money and energy into something which does not bring you results at all.


Read >>

Here Is Why Your Facebook Posts Get a Lower Organic Reach

Weird. Your page likes or followers remain the same, but you no longer reach as many of them as you did in the past, right? The reason is obvious – algorithms change as does the business strategy of social media networks. Let me explain what I mean by that.


In 2018, Mark Zuckerberg announced that Facebook would reduce the organic reach of branded content and will focus more on “meaningful connections”. What is a meaningful connection you may wonder… Facebook no longer aims to keep you on their feed as long as it can, but instead focuses on quality time. Thus, users should be much more in touch with their friends, communities and groups than they are part of and, most importantly, truly interested in when it comes to content.


What is the result of this change? A 34% decline in organic reach on average. But that hasn't been the first time we faced such a drop in organic reach...

 Facebook Organic Reach
Decline in Facebook Organic Reach Over Time


In other words, those who were building their community and follower base on Facebook in the “early days” of Facebook leveraged the opportunity to reach almost everyone for free. Today it's totally different.


This strategy applies for more platforms, of course. Instagram (being owned by Facebook) follow the same rules. So do the others… And it makes (economically) completely sense for them.

How to get out of it?

It looks like a huge problem, right? But what if you can use this to your advantage? Focus on great content, optimize according to the data that you get and leverage the latest Facebook formats and you may overcome your competitor pretty soon… Not everyone is able to follow the trend and change the processes accordingly.


Here are some tips to follow to increase your reach:

Read >>

10 Best Marketing Tools for Small Businesses

There are over 7,000 marketing tools you can use today. And I'm going to name them all. No, just kidding, Scott Brinker already did. Actually, he updates the database every single year, so I don't have to. ;)

  • If you have a lot of time on your hands and want to spend it browsing a list of tools, here is an Excel sheet
  • If you want to print it as a poster for your bedroom wall, click here
  • If you are a marketing expert, I would appreciate your feedback down there, in the infamous comments section.

If you are new to marketing and want to learn about the 10 most useful tools for small businesses, keep reading!

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Beginner's Guide to Facebook Advertising

Facebook gathers more than 2,4 billion monthly active users. That being said, it is obvious that the possibility to reach your potential customers is high. On the other hand, getting to know the platform takes time or costs tons of money (for agency fees). For small business owners who decide to leverage this platform, time and money are the core assets.

So how can you get the most out of the biggest social network? First of all, know the basics. Facebook (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don’t try to understand everything. Choose to learn what matters to your business the most!

We have prepared content that will help you get to know the very basic idea behind advertising on Facebook. We call it the Beginner’s Guide to Facebook Advertising and within it we cover the following topics:

  • Setting up the right strategy.
  • Get to know the Facebook interface.
  • What is Facebook optimisation and how does it work?
  • How can you effectively target your audience?
  • Where does Facebook show your ads?
  • How do you pay for your ads?
  • What are the types of ads you can run?
  • Petr’s case study- a story of a man who successfully sold his company after a few months by growing his business on Facebook.

Dig into the Facebook advertising by downloading the e-book below and let us know how it helped you boost your business!

Read >>