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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How to Dominate a Local Google Search for as Little as $6

Having a local business essentially means that there is a hyper-focus in your marketing activities. You can use greater precision to find your customers. When it comes to marketing, the key is to get the most out of any channel that gathers your customers. Today, we'll speak about Google search ads. And not only that. We'll introduce easy tactics to dominate a search engine for just as little as 6 bucks.


Yes, that's correct. Even a small marketing budget can be used for business growth. Online is not only for the big fish. Especially when it comes to search listings.


Say you have a local business, such as a yoga studio, barber shop, restaurant or a coffee shop. The odds are that people probably already search for businesses like yours. Let's look at what shows up when people search terms related to “yoga in New Orleans.”

Suggested Search Terms by Google

If you have a yoga studio in New Orleans, guess what... You want your website or social media to pop up when people search for a term like this. Google search ads help display your website or social media page at the top of the search – with the “Ad” label.

Google Search Ads

💡 Find out what people search on Google via free tools like Google Keyword Planner or Ubersuggest

Before we jump into concrete details of what you can achieve for such a small budget, let's summarise what has to be done first:

How We Dominated Google Search With Only $6

Say you run a bakery shop in London. After you check the data in the Google Keyword Planner, you'll find out that the term “bakery near me” is searched more than 12,000 times per month. That's pretty huge, right? Moreover, the competition is low, which positively influences the unit cost – cost per click – of your ad. Look at the results we got when we ran such a campaign.

Google Search Ads Results – Bakery Shop in London

In other words, we showed the ad to people who searched for “bakery near me” and were in London at that exact time.


What you see above is the Google Ads interface. The campaign spent less than $6 and ran throughout the whole month.


Here are some of the main metrics we got:

  • The ad showed up 1,093 times
  • It brought our client 73 website visits, of which 90% were completely new visitors
  • The average cost we paid for one click was $0.08 
  • All that for less than a price of a lunch menu ($5.85)

Interested in seeing another example of such an ad? Here you go.


In January 2020, we ran a campaign to promote a yoga studio that lies in the heart of Prague. The campaign ran for a whole month and got our client some astonishing results. Again, the investment was 910 CZK which is equal to around $36.

Google Search Ads Results – Yoga Studio in Prague

To sum it up, here is what our client got:

  • The ad showed up 5,106 times
  • It generated 215 clicks
  • The average cost we paid for one click was $0.16 
  • The total investment was $36 
  • Most importantly, our client reported that it generated new yoga studio visitors 🥳

Your case might be slightly different according to your budget options, but one thing remains clear. You can easily promote your local business on Google without having to spend thousands of dollars on marketing.


💡 Such campaigns that promote your brand should run continuously, not only for a limited period of time. You can, of course, adjust them based on your timely limited offers.


The key is, of course, to inspire website or social media visitors to take a desired action: your store visit. That's closely related to what your website or social media profile looks like and is, therefore, a completely different story. But the fact that you showed your business name and outlined your unique selling propositions – things that make you better than others – to more than 1,000 people counts too and will, eventually, transfer into dollars in your pocket.

Key takeaways

  • Today, more and more people search for terms that end with “near me”
  • Ads on Google are a great way to promote your local business
  • You can get started with a very low budget and increase it based on your results
  • Put energy into your website and social media before running such campaigns
  • Campaigns that promote your brand should run continuously
  • Rely on tools like groost that help you launch and manage your ads
  • Analyze the results of your campaigns and optimise based on their performances


We introduced one of our Google campaigns that worked well for a local business. We found out that people already search for what our client offers and easily leveraged that fact through a Google ad. You can do the same. With as little as a few dollars a day and, thanks to our tool.  And you can do this all with very little marketing knowledge. So what stops you from getting started now?

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Why Small Businesses Can – and Should Embrace Technology Trends in 2020

You can either follow a trend or go against it. The choice is yours. The truth is, nonetheless, that if you fall behind, your competitors may overcome you – steal your customers and offer a better service or product. Knowing that being a business owner is a tough job, technology is sometimes considered too hard to implement because it is costly to hire a strategic partner or IT support or time-consuming to learn new tactics yourself. These myths may not apply for your business – today's tools are made to be easy to implement and understood by non-technical individuals.


Technology influences every aspect of your business – IT, finances, logistics, sales, support or marketing. New approaches teach us constantly how to become more efficient at what we do. Saving money or time, increasing the scalability of our businesses or inventing new products and business models is backed by the evolution of technology. On the other hand, not everything that glitters is gold… We've written an article about the difference between trend and hype. Watch carefully what's going on in your industry and what your customers need or require (which is definitely the most important factor of all), but don't jump on every train that goes around. Not everyone will make it to the final station. There is a difference between what influences your business and what doesn't.


We will cover some trends for 2020 below, but before we jump into that, let's speak about the context. In 2018, 50% of the world's population was online. Today in 2019, it's more than 54%. Now, most people have jumped into the information age, where everything is moving at an unbelievable pace. Not only are things (goods and services) changing on a daily basis, but their costs are constantly decreasing. Imagine you bought a 3D printer 12 years ago. 40,000 USD is what you'd have paid. Today, the cheapest 3D printers cost around 100 USD. Yes, your math skills are up to par: 400x less.

Number of Internet Users Around the World
Everything changes. We either accept it and do our best, or die.

The goal of this article is to encourage you to follow the trend and embrace the newest technology in 2020, not to speak about morbid scenarios. 


Going back to where we began: YOU CAN EMBRACE TECHNOLOGY IN 2020, because it is meant to be available for you. When running a local business, you focus on what's really important, right? You don't want to spend time doing things that don't positively affect your bottom line. Being an entrepreneur, there are two key factors to go after:


  1. You want to generate more money with the assets you currently have.
  2. You want to save time and money.


To achieve one or the other, you might try tactics you haven't tried yet. To understand them, let's dive into a few trends to follow in 2020:


Marketing automation

We are bringing you our marketing knowledge, not necessarily the overall business strategy. You know your business best, but we know what saves you time and generates more money when it comes to marketing. Automating routine tasks and delegating the costly work, that you or your agency needs to do, to tools like groost. allows you to manage your online campaign effectively and for a fraction of the price. If you rely on your sales team, CRM systems like Hubspot or Pipedrive strive to help you automate follow up emails or customer retention activities. There is a plethora of tools to use, which we have covered in this article.


"For more than 30% of small businesses is marketing the number one challenge” by Mailchimp

Focus on your customer

We keep repeating this, I know. But it simply is the Holy Grail – always put the customer in the center of your (not only marketing) activities. I can assure you this won't be relevant only in 2020, but will last for decades. The times in which Henry Ford kept saying “You can have any color as long as it's black” is over. In today's era, your customers' desires and preferences are what should keep you awake at night. 


Does this apply to marketing only? Not at all. Imagine you market your product so that hundreds of people are waiting in line to buy from you. Once they approach the cashier they turn back and never come again – unwillingness to serve your customers nicely by one of your employees can be very costly. To give another example, say you run an ecommerce project. Everything from marketing to IT works great, until your logistics crash and the customer does not get what she ordered. Is this something that can badly harm your business? Absolutely! Customers have many touch points when dealing with your business – make sure every one of them is as customer-friendly as possible.

Henry Ford's Famous Statement

Don't rely on your organic reach

Let's stay in the marketing field for now. You probably run your profile on social media. Having 1,000 page likes brings you nothing if you only reach 20% of them. The organic reach is – and will be – decreasing constantly which we covered in our latest article. You will have no other choice, but to create truly engaging content that resonates with your audience and to invest in paid advertising. What you need to focus on is:

  • Keeping your target audience in mind.
  • Calculating the ROI for every campaign you run.


According to the Deloitte Small business technology trends, 80% of small businesses aren't taking full advantage of digital tools. Be the 20% of them.


Work on inbound marketing

There are two main communication strategies: inbound & outbound. Inbound makes the potential customer discover you by the content that you create – be it articles on your website, videos on your Youtube channel or podcasts on Spotify. Outbound is focused on push or disruptive strategies – you reach your potential customers while they scroll on their social media feeds, watch videos on Youtube or read articles. Working on your content brings you long-term results. Educating your audience, providing valuable content (and boosting your inbound marketing) is something you should be focused on throughout not only 2020, but every upcoming year.



We've come across a few basic tips to leverage technology in 2020. As stated, even small businesses can – and should embrace the latest technology (not only in 2020, but beyond).

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7 Ways to Save Time on Daily Sales & Marketing Tasks

You, as an SMB owner, have a bunch of daily sales and marketing tasks you are probably facing every day, right? With these tips we will help you save some time.

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40+ Tools for Creating Visual Content on Social Media

It is well-known that visual content is the basis of success on social networks. It’s easier for users to consume pictures and videos, than text. It’s also more visible in a mess of other content. According to some studies, tweets with pictures receive up to 150% more retweets than plain text posts without pictures. So, it is clear that the importance of visual content is steadily increasing and you definitely shouldn't ignore it.


You don't have to worry, you don't need to hire expensive agencies right away. You don't even have to learn to work with complicated and expensive tools, like Photoshop. Fortunately, today there are plenty of free online and mobile apps available to create visual content in just a few clicks.


In this article we will introduce you to 40+ tools that are available on the internet for free. We use these tools on a daily basis, so we can highly recommend them.

Canva

By far the most famous online tool for creating all kinds of visuals, and not just for social media. Canva allows you to create literally everything you can think of — from nice Facebook covers to Instagram Stories to beautiful Infographics. You can choose from dozens of templates and it all works for web browsers or mobile apps.


Vizzlo

Whether you need a simple pie chart or a complex business graphic, Vizzlo's portfolio offers you a broad range of different visualization choices. It works for browsers and it is easy to use. You can enter your data using the simple sidebar, and then choose to import spreadsheets from Excel or Google Sheets. Add the result to your slides and documents or directly share it on all your social media channels.


Graphicriver

An endless collection of various templates, fonts, logos, flyers and much more. Graphicriver is where you can find ready-made graphic designs for almost any digital content. You don't need to hire an expensive agency and create all visuals and graphics from scratch. It is often enough to modify existing templates. This saves you not only a bunch of time, but also money, because the prices of the templates are very low.


Tip: If you are not familiar with editing graphics, try to outsource it via Fivver.


Landscape

Size matters! At least when it comes to social media. Landscape has hundreds of recommended dimensions, sizes and ratios across different platforms and devices. It is easy to get lost in these constantly changing numbers. So try to use Landscape by Sprout, it helps you resize multiple images for your profiles automatically.

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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:

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Hype vs. Trend – What Really Matters for Your Business?

AI, Chatbots, Blockchain, self-driving cars, cloud-computing... You have probably heard of all of those, right? Do these terms represent trend or a hype? What is the actual difference between those two words? And are they important for you, as an entrepreneur who's just getting started? These are probably the questions that jump to your mind when hearing these buzzwords.


There is a HUGE difference between what stays and what doesn't. In other words, not everything will stick and change our behaviour. This is how we can define our keyword, trend: as a change in the behaviour, habits or ways in which things work. It is a constant change. Let me explain trend in a graph, as I am a visual learner and a numbers freak…

Trend Line
Trend Line

On the contrary, hype is something that simply occurs and fades away… without any lasting impact. If I spoke in graphs, hype would look like this:

Hype Line
Hype Line

When the terms are clarified, let us look at the history and point out some of the trends and hypes we, as humans on this earth, have been through…


  1. 1950 – Year when the first credit card was introduced

Presented by Diner's Club, the very first universal credit card came to use and was accepted by some establishments. Had it been just a hype, no one would be using credit cards today… Non-cash payment instruments play a huge role in our lives today – this trend changed our behaviour for good.


Now, imagine a bank not issuing a credit or debit card after opening an account – a business that did not catch the trend. This bank would for sure not survive in today's world…


  1. 2008 – The word shared economy was loudly spoken for the first time

… and changed the way we travel, transport ourselves and purchase goods. Startups like AirBnB or Uber have shown us there is a new way of ordering a taxi or renting a flat for a few nights. Have classic taxi companies had to react to this change? You bet they have!


You can probably guess where this is heading. There are a plethora of examples of trends that have changed our lives. These are real changes that – if businesses ignored them – could be very harmful... 


  1. Now – Podcasts, home voice assistants and voice orders

Here we go. 2019 and podcasts, home voice assistants, voice search, voice order and – you nailed it – everything that has something to do with voice is slowly changing the way we behave. Is this something you should keep an eye on? I believe so. Is this something that is about to change / threaten / boost your business? That truly depends on your business industry and approach.


On the contrary, hype can calmly be ignored (or shortly leveraged). Do you remember the Bitcoin bubble in late 2017? 


If not, let me briefly explain. Bitcoin is a cryptocurrency that was invented in January 2009 by Satoshi Nakamoto. Its price has been slowly rising since then, and in 2017, one Bitcoin was worth around 20,000 USD. With no real value behind it! In other words, so much money was invested in this currency that the price rose rapidly. An easy economic rule: when the demand rises (while the offer is limited), the price goes up. But what is crucial, is the value behind it. There was no value at all. And in January 2018...BOOM!

Bitcoin Chart (2018)

Identifying hype and trend can be crucial for the survival of your business. But no one really tells you how to get started. Well… saying that there is a manual would mean there is a way to predict the future.


But there are some ways to prepare yourself. As Gartner puts it: “Three key factors will ultimately enable you to identify the potential impact of a particular technology trend on people, business, IT and the technology market:

  1. New value. Identify clear business opportunities that this technology trend could help exploit, or challenges that it could help solve to produce better business outcomes.

  2. Level of digital disruption. Decide whether adopting this trend would mean changing your organization’s business model or inventing a new one. Could this new trend replace existing technologies or ways of doing business? How could this trend disrupt the technology market? Although, there will probably be opportunities for new providers, new trends can disrupt the services and performance of existing providers on which your organization may rely.

  3. Type of impact. Investigate whether the trend’s impact will be felt only within your organization, or whether it will have an external impact on your organization." 


Yes, you have to know your business and industry perfectly in order to answer those questions. If you decide to simply ignore everything that goes around you, you may get kicked out of business soon… But if you learn, build on your knowledge and keep an eye on the current trends & hypes (as you may not recognize them at the beginning), your chances will rise.


Build on your knowledge. Do not pay attention to what does not affect your business, but be aware of something that does…

We at groost.com are leveraging online advertising for small businesses, which has shown to be a strong trend that is here to change many industries. In 2018, for the very first time, 50 % of the world's population was online. Never before has the percentage of people with access to the internet been so high. And guess what… The number is rising. Is this a trend or a hype? You are now able to answer the question for yourself.


Are you up to date with what's on trend for 2019? Check the Gartner's research here: https://www.gartner.com/smarterwithgartner/5-trends-appear-on-the-gartner-hype-cycle-for-emerging-technologies-2019

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