Social Advertising for the Local Business
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The document outlines strategies for digital marketing, emphasizing the importance of engaging content, community building, and customer service to effectively reach and grow a brand’s fan base. It discusses features such as geo-targeting and custom audience creation for paid search and social media platforms like Facebook and Twitter, highlighting the challenges posed by algorithm changes that limit organic reach. Additionally, it contrasts paid and organic social strategies, focusing on both quantitative and qualitative measurements of engagement.
Social Advertising for the Local Business
- 1. Quincy L. S. Bingham Paid Search & Social Digital Analyst Be Found Online
- 2. •Sharing engaging content. •Building communities. •Engaging loyal fan base. •Provide great customer service. •Craft brand identity.
- 4. •Target core demographic OUTSIDE of their network. •Leverage user input. Specifically interests & behaviors. •Fully reach existing fan base. •Grow fan/customer base. •More quantitative measurement of efforts.
- 5. Features: •Geo-Targeting •Full Demographic Targeting •Interests & Behavior Targeting •Targeting & Reporting by Device •Custom Audience Creation •Remarketing •Full Scale Reporting & Conv. Pixels Twitter (all mobile optimized): •Promoted Tweets & Cards •Account Promotion •Promoted Trends Facebook: •News Feed Ads (Desktop & Mobile) •Right Rail Ads •Unpublished Page Posts •Partner Mobile Apps
- 6. 1. Target core demographic
- 7. 2. Leverage user input.
- 8. On avg. our posts only reach apprx. 7% –10% of our fans. The fact is Facebook is a crowded space. Of the 1,500+ stories a person might see whenever they log onto FB, News Feed displays apprx 300. To compensate for space, new FB algorithms are designed to show the MOST relevant content. Family photos are more relevant than your new, awesome product. 3. Fully reach existing fan base.
- 9. Like unpublished page posts in FB, promoted tweets aren’t shown to your followers, unless of course, you target them. They are an effective way to gain get your message AND gain followers. Promoted tweets using twitter cards are highly effective when it comes driving website traffic, engagement, and growing your audience. 4. Grow fan/customer base.
- 10. 5. Quantitative measurement •eCPE = (billable engagements + earned engagements)/cost •eCPE = effective cost per engagement •engagements = retweets, replies, favorites, follows, and clicks •earned engagements = any non-billable engagement after the initial billable engagement
- 12. PAID SOCIAL •Target core demographics •Leverage user input •Grow fan base •Reach more of existing fans •More quantitative measurement •Financial investment •Direct response ORGANIC SOCIAL •Share engagement content •Build communities •Engage with loyal fan base •Manage brand identity •More qualitative measurement •Time investment •Brand awareness