Beginner's guide
to facebook advertising

GET YOUR E-BOOK FOR FREE!
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Beginner's guide
to linkedin advertising

GET YOUR E-BOOK FOR FREE!
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Free revision of your marketing campaigns

request your free revision!
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
free webinar series! Facebook advertising tips & explanations

get exclusive invitation
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Continue reading

How to Market Real Estate on Social Media

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. 


Read >>

7 Facts to Know About TikTok Demographics & Stats

Everybody speaks about TikTok, right? So, why is this platform so famous and who really uses it? Launched in 2016 by a Chinese company ByteDance, TikTok displayed an amazing three-year growth. Today, more than 800 million users engage in this entertaining platform worldwide. Entertainment is what it's all about. TikTok is a platform that allows its users to create short stories and add a musical background. Not by any chance did TikTok (ByteDance) acquire Musical.ly. Music plays a key role in the content of all TikTokers. Let's have a look at the key TikTok demographics and stats!

Read >>

How to Define Your Buyer Persona

Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when do they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customers' behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain insights into how your audience thinks and discover what they want. You will find out the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product or what features the product should have.


For your business, it is crucial to define your buyer persona (aka marketing persona). What are buyer personas? Imagine them as a representation of the demographic where you can find your ideal customer. Creating them helps you understand your customers' needs, while online marketing gives you the ability to target groups or individuals according to specific aspects you can define by creating the personas. Your result? A more efficient and effective marketing campaign.


The challenge of current operating businesses is whether or not to take time out of your already busy day in order to spend time on a persona project. But so much information and knowledge can be gained and your marketing can really improve by doing it flawlessly. And remember, personas are also crucial to getting your 5 marketing Ps right


How do you start? 


1. Ask questions!

To elaborate your personas you need to determine what their goals and attitudes are. You have to ask yourself, what do they know? What do they respond to? What are their behaviors? What do they need? Where are they?


Do qualitative research to gather this knowledge. Ask them. Watch them. Follow them. 


Try to create one or more buyer personas. Developing personas helps you understand your buyers as much as possible. It can provide insights into the different roles in companies or families, as well as into an individuals' life.  This information may eventually factor into a customers’ decision to make a purchase. 


Basically, personas are a comprehensive kind of map of your customers’ minds and personalities, helping you see the world from their perspective. With this X-ray super power, you can find and tailor your ideas to fill in the gaps, meet their needs, and ensure that your content is interesting and relevant to them.


2. How do you get this information? 

Well, you are an entrepreneur, you know nothing is easy. The best source of information is interviews and surveys! Do you see your customers in person? Ask them! Do you have a sales or customer support team? Ask them about the customers. Once you determine your personas, you can schedule user interviews that last about 20 minutes or send them a survey. Make sure they get a little reward afterwards :)


A good source of information is also statistics and reliable broad research done by companies. 


I am sure you have heard that some companies even hire trained anthropologists to watch what people do and how they behave. Your research can be as deep as you want. Just do not bother your clients for too long. 

3. How do you create the personas? 

Once you’ve collected your responses, comb through your research to identify the common threads, concerns, hopes, desires, and challenges people face. Sometimes, you may notice a common theme or even phrase in your responses. These are incredibly valuable.


Have you gathered all of your data from research? Now you can start developing your unique segments. Divide the people by:


a) Demographic

b) Location

c) Interests

d) Behaviour

e) Whatever is relevant for you e. g. job title


4. Finalize them!

Once you have your “rough” personas, it’s time to polish it all. Make sure you have a name for each, and circulate your personas for feedback from relevant people (e.g., your sales team). Once refined, memorialize these in a Google Doc or Excel spreadsheet that is easily accessible. Use these finalized personas to brainstorm content. Going forward, you should be able to identify: Which persona will be interested in your product, service or idea. Why will that persona be interested in it? Make sure to regularly review and update personas, as well.


The more detailed your personas are, the better your marketing targeting can be. You should be able to imagine them or draw them. You should be able to simulate an interview with them, to know what tone you should use, and what their interests are. Imagine that you are selling something to them personally and play with your new imaginary customers. 


You know you did a good job if your personas are: Divergent from each other, feel real, and are easy to explain. Create files for each one, so you don't forget anything about them, hang pictures of them around the office, so you feel they are present. If you have coworkers, they all should know these personas perfectly. Your aim is for the company to culturally adopt the concept of talking about these personas as real people.

How can personas help create content?

Audience insights: 

Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need. If you divide your current content down by persona, you can simply see which personas are getting enough content - they are nurtured, and which personas need more or a different kind of content.


Communication styles: 

Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona. 


Content preferences: 

At the end of the day, personas tell you where buyers prefer to get their information. Are they like bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. It's the same for your creatives. Some people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively. 

Note: The delivery strategies for your content may or may not be the same for all your buyer personas. It is also okay to have only one or to have many buyer personas, it's up to you!


How can you target those personas via online advertising platforms?

Besides demography e.g. age, location and sex, each platform gives us a different way to target the customers. 


LinkedIn, as an employment platform, allows us to target people based on their job title, their knowledge, education, abilities, their current employer, as well as companies they have been employed by or their level of seniority. 


Facebook is more informal and fun, so you can target people according to their interest, pages they like, devices they use, travel plans or according to an upcoming birthday in their friend list. There are a vast number of options you can select to describe your persona(s) as precisely as possible. If you take an interest in this topic, you can read more about Facebook targeting according to interests , as well as location


To sum it all up…

Create a comprehensive list of your personas. 

One campaign should target one persona, for a more effective strategy.

Smaller campaigns, with an in-depth target, are more effective with an individual persona.


Having said this, buyer personas are something you REALLY need to run your business and use the online platforms effectively. Got any questions? Don't hesitate to contact us! 

Read >>

Why Should Every Realtor Use Instagram?

Are you using Instagram to attract qualified real estate leads? Or are you merely relying on Facebook?


Things changed in the last years and social media platforms as well. Instagram is one of the platforms that has grown dramatically in the last decade. In the beginning of 2012 it started with “just” 15 million users. After 8 years the user base grew to over 1 billion in 2020. Not just these numbers is a reason to consider using Instagram in your business.

37% of American adults use Instagram

In most of 2019, almost forty percent of adults were on Instagram. This number will grow rapidly in the next few years, so it makes IG a great place to reach your potential clients.

Direct communication

Instagram is based on connecting people. It is therefore, very easy to communicate directly with your followers or even potential customers, whether publicly in comments or in private messages. In addition, the Instagram application is very well optimised, so it is comfortable and easy for the person on the other side of your communication.

It's visual

Instagram is based on visual content. People like it and spend a lot of their time looking at a variety of photos, pictures and videos. Embrace it when you have something to show. Photos of houses are very popular on Instagram and this is a huge opportunity for you! Show the properties you are currently offering. 

More engaging than Facebook

Instagram is an engagement powerhouse. Brands see 10x higher engagement here than they do on Facebook. It's because the interaction with the content on instagram is much more natural and convenient for users.

You don't have to compete with Zillow

When you offer your services on Zillow, Realtor, or Trulia, you compete with almost all real estate agents. On the other hand, according to FitSmallBusiness.com, only 14% of agents are on Instagram. It gives you a big advantage. Up to 83% of buyers want to see pictures of properties online.

Precise Ads targeting

Instagram is a part of Facebook. It brings great advantages. Via Facebook Business Manager, you can publish ads on Instagram with very precise targeting. This allows you to reach potential customers using a number of parameters, such as where they live or even whether they are considering buying property. If you are not sure about the Business Manager, try our groost app, that simplifies the whole process to just 7 steps. 

Reach right audience with hashtags

Essentially, hashtags are an SEO on Instagram. It is a tag in the description of your post and it allows users who are not following you, to find your content and, hopefully, follow you. Basically, you have two types of hashtags, global and local. Local hashtags are best if you are running a business account or have a physical location and want to promote locally.

Publishing content is easy and quick

From the very beginning, Instagram was designed to publish visual content. With the official mobile app, it's very easy and fast. You have a variety of tools to edit your photos and videos on the go.

Live streaming

Live streams are becoming more and more popular. It turns out, according to this study, that up to 82% percent of people prefer live videos compared to social media posts. And 80% of users would rather watch live videos from a brand than read a blog. Because it is honest and authentic. Take this opportunity to present the property you are currently selling.

Insights into a business profile

On Instagram, you have basically 2 types of profiles. Personal and Business. The business one offers you more features that are essential for your business. One of the features is called Insights. You can see several charts and numbers here and use this to analyse your audience to find out what is and isn't working.

It’s free

In the end, Instagram is a free platform. Anyone can use its features for free and that is the reason why Instagram has over 111 million active users in the U.S. alone.


What to say at the end? Instagram is apparently a platform that you shouldn't ignore in 2020. It has many benefits for your business and its influence will grow.

Read >>

How Digital Advertising and Ad Pricing Works

The world around us has become digital. More than half of the people living on Earth are connected to the internet. That's almost 4.5 billion people. The interesting thing is that this all happened in only 28 years. Yes, 1991 was the year, when the World Wide Web, today's internet, was publicly launched.

Digital Around The World (Hootsuite)

But the biggest internet usage increase came with the arrival of social media platforms. 80% of internet users (January 2019, Hootsuite) are also active social media users. The leading platform, with 32% market share is Facebook. Combined with ownership of Instagram and WhatsApp, it makes 66% market share. Globally. In any case, YouTube, with 27% market share can be considered the second largest platform.

Popular Social Media Platforms

Facebook's market capitalization was 632.43B USD as of January 16th, 2020. This number makes Facebook the 5th biggest company in the world by the market cap. Even bigger, is the Alphabet (Google). It took 3rd place with a 1000.7 USD market cap.

You might ask, why are these companies so big, when their products are mostly free to use? The answer is advertising. Google and Facebook are the world's biggest advertising platforms. Companies spent around 170 billion dollars on Facebook and Google Ads in 2019 alone, and this number is still growing.

Major Global Digital Ad Sellers (eMarketer)

The fundamental difference between traditional and digital media is given by data that these platforms are generating. They capture every interaction of its users, so they know every user in detail. It allows targeting ads with many options, such as gender, age, location, relationship, income, home, interests, connections, generation, life events, ethnic affinity and much more.

Online Behaviors

You and your business can take advantage of it and use this platform to advertise your services or products to a very specific audience for a reasonable price. Usually a lower price (compared with traditional “offline” ads media) brings digital advertising closer to small businesses and freelancers.

Unlike traditional media, advertisers only pay for interactions. There are many cost structures digital advertising platforms are using and these are based on marketing objectives and overall campaign goals. 

CPC

Cost Per Click is the most common cost model used by almost all digital advertising platforms. It charges you, as an advertiser, for every single click completed by a user. It means that your ad contains an external link that redirects users to your website. The average CPC on Facebook is 1.72USD, but it varies across industries.

CPV

Cost Per View is a model built for video ads. You, as an advertiser, are charged every time a Facebook user sees your video. Keep in mind that Facebook considers a video as “viewed” after only 3 seconds.

The average CPV price is relatively low, somewhere between 1c to 15c, but it varies across industries. Price per view should always be compared with other metrics, like CTR, to see if it is effective.


CPM

Cost Per Mille is a pricing model, where you are charged per 1,000 impressions. An impression is when an ad is delivered to a user’s feed. If you are looking for an increase in brand awareness, this is how you will be charged.

CPA

Cost Per Action (Acquisition) is similar to CPC. You are not charged per single click, but for a specific action a user completes on your website. It can be form filling, an app install, event registration or for scheduling a meeting.

The average cost per acquisition on Facebook is 18.68 USD.

CPL

Cost Per Like is a cost model used for gaining business page likes. It is good for building brand awareness. It is usually low cost, so this could be a cheap way to promote your business page. Keep in mind, that this is effective only when your page is active and publishing content consistently.


At first glance, it might look complicated and confusing. But at the end of the day, this is what you and your business needs. It is a groundbreaking feature, because you can focus on reaching your target audience and through that, you can make your campaigns more cost-effective.

How is ad cost determined?

I mentioned several times that ad cost varies across industries and platforms. There is no fixed price per click/action, it is the subject of many conditions. Now, I will explain to you how it works, so you can create better and cheaper ads.

Google

Google's advertising platform, Google Ads, is a keyword-based PPC platform. It shows ads in a search based on the keyword the user is searching. It means, that if a user is searching “family car”, Google will show ads related to this keyword. If you're selling family cars, your ad shows up right in front of the user’s eyes. 

Unfortunately, it's not that simple, because you are probably far from being the only one who is selling family cars and advertising it. Google needs to decide whose ad to show. This process is called Ad Ranking. It takes your maximum CPC bid and multiplies it with the quality score.

Ad Rank = CPC bid * Quality Score

CPC bid

A maximum price you are willing to pay per a single click. This setting is completely in your hands.

Quality Score

Google's rating of the quality and relevance of both your keywords and PPC ads. It depends on multiple factors…

  • Click Through Rate – if your ad has a lot of views, but only a few clicks, it is a sign that your ad might be irrelevant
  • Landing Page Quality – if you are advertising “family cars,” but your landing page is focused on a sports car, Google will decrease your Quality Score
  • Relevance of your ad text
  • Relevance of keywords
  • Historical Google Ads performance

The higher the Quality Score is, the better price per click you will get. 

CPC = (Ad Rank of ad below you / Quality Score) + 0.01USD

CPC Calculation

Facebook

Facebook and Instagram ads, unlike Google's Search ads, aren't based on keywords, as these social media platforms work on slightly different principles.

Factors, that influence the cost of Facebook Ads are:

  • Ad objective
  • Bidding 
  • Audience
  • Ad quality
  • Industry

Ad objective

An ad objective is a clear and specific aim of an ad. It determines who Facebook shows your ad to. This can have an extreme affect on its cost. There are 3 main objective types that are divided into specific actions.

Awareness

Ads with the Awareness objective lead to increasing brand and local awareness, as well as gaining a higher reach and interest in your product or service.

Consideration

If your goal is to get people thinking about your product, drive more traffic to your web or generate leads, you should focus on this category.

Conversions

If your goal is to convert Facebook users to customers, then these types of objectives are for you.


Campaign Objectives

Bidding

The next factor that influences ad price is the maximum amount of money you are willing to pay. It's called bidding. You set a maximum price manually (or automatically, where Facebook calculates the best price for you) and then it competes with other advertisers in an auction. Take note that a higher price doesn't guarantee that your ad shows up. Facebook considers ad quality and user experience.

Audience

An audience, or target audience, is a group of people you aim your ad at. There are over 350 audience attributes to choose from, so you can be very specific.

Ad quality

Facebook is a visual platform and is considered to be a personal space for its users, where they are looking for creative and interesting content. So your ads should be, of course, creative and interesting. They should also be visually appealing, able to evoke emotions and they should match users' interests. This is what Facebook considers when scoring your ad.

Industry

As I mentioned at the beginning of this article, ad pricing varies across industries. Here is a table that you can use as a benchmark and with which you can compare your results.

The Cost of a Click

How can you lower your Facebook price?

Optimizing an ad price isn't an easy process. There are thousands and thousands of combinations and it can take years to find the right formula. You basically have 3 options to optimize your costs.

Become an online advertising specialist

That's perfect advice, right? I know, this is probably not the best way to go for most people, because it takes a lot of time and energy to become a specialist. Being a social media specialist is a regular full time job, so if you are not ready to quit your current job, then this is probably not the way you want to go. 

Hire someone, who is already an advertising specialist

Hiring a freelance specialist or agency can be a way to effectively advertise. This option is usually more expensive, especially if you are a one-man-show and your marketing budget is tight.

Use marketing automation tools that make it easy for you!

There are dozens of marketing automation tools on the market. These tools simplify the whole campaign creation process for people, who have no time to learn everything necessary and don't have a sufficient budget. That's why we created  app. It helps small businesses run their campaigns without extra knowledge needed. Try it here, it's free!

Read >>

Why Having a Website Will Help Your Business Grow

If you are running your own small business, it is only right to have a website. With everyone being on the internet it is almost impossible not to take advantage of it. Unless you do not want your business to grow and succeed it is essential to build up your online presence and having a website is one of the ways to do it. Thanks to the evolution of technology and free website builders like Webflow, building your own personal website has never been easier. You do not need to be a computer engineer or know computer programing. Free website builders enable you to build a personal website to your liking. There are so many positives to having your own business website.

 

So, here are the benefits and advantages of having your own website:

Read >>