Social media marketing – Martin Orange

Optimization of a LinkedIn profile

admin — Thu, 25 Jun 2020 11:28:51 +0000

How is digital era changing the business world? Where can you network and look for new business partners in a time when everyone is tied down to their smart phones and tablets? Well the most famous and efficient social media platform where mostly business people can present themselves in a completely different light than on Facebook and Instagram, is Linkedin.

Below you can read more about how to use Linkedin for business purposes and optimize your profile to make it more visible.

LinkedIn is a social network dedicated to business. The number of users is growing very fast and today most employed people or entrepreneurs already use LinkedIn.

LinkedIn has several advantages, among which I would like to point out:

You can post less often, but the response to posts will last longer.
By writing LinkedIn articles, you build your reputation and gain followers in your niche.
It has an exceptional search engine with which you can quickly find people
The response rate to messages you send to other people is high.

LinkedIn allows you to create a personal profile, a company LinkedIn page and a Show case page to present a product or brand.

Realistically speaking, its good to create a LinkedIn businesses page of a company already for the sake of quality of your business. It is necessary to fill in all the necessary components (name, profile picture, title picture, company description, contact information, company history).

An important feature of the LinkedIn business site is to connect it to all the personal profiles of the people employed in that company.

Plus, it’s one more hit on Google when people search for your business. They see a nicely arranged presentation of your business.

But what is really useful is a personal LinkedIn profile.

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Your first goal is that your personal profile gets an All Stars status by LinkedIn.

You will achieve this by following the instructions below:

The name of the profile should of course be your personal name and surname. You can also add an interesting emoji that will make your name stand out a bit.
Photo - must be professional. Get dressed in a business attire and take a photo specifically for LinkedIn. A photo creates the first impression of you as a business person. Therefore, I do not recommend a T-shirt with print.
Cover photo. The format of this photo is very narrow and elongated. Ideally, you should use a photo on which your product or service is being used or your personal business photo.
Headline - here you briefly write what you do. The secret is to use the words on which you want to appear high among the hits on LinkedIn. Between the words themselves, it’s good to use emojis to brighten up the headline.

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Enter the correct information about your location, institutions where you were educated. On LinkedIn, the most important thing is to inspire trust in people.
A longer description follows in the About category. The language of LinkedIn is English. Therefore, the description should be in English. In addition to it, you can paste a description in your own language.
It is important to know that LinkedIn, like Instagram, sorts and searches for content through hashtags. So add them everywhere, in all your texts, articles, posts, comments, hashtags with the keywords for which you want to rank high on when searching on LinkedIn.
In Experiences, fill in all the work experience you have had so far. It is important that other people see the breadth of your work experience. If you are still young or a student, also enter student jobs and internships.
The next very important area is Skills. Enter the knowledge you actually master in. It is good that there is at least thirty of these skills. Visitors to your personal profile will then be able to award you with Endorsments. It is extremely important that you get as many Recommendations as possible from your business partners. This is a strong signal to website visitors.
The number of endorsments and recommendations also affects the strength of your LinkedIn profile. And also where your profile will be displayed in searches.
Regularly, once a week, write an article related to your area of business and publish it under LinkedIn article. Almost no one does this, but if you do, you will gain a good number of followers and new contacts from your industry.
The essence of LinkedIn is connecting, networking. So it’s a good idea to use the LinkedIn app a few times a week and comment on other people’s posts on LinkedIn (always tag people when you comment on their post and add all relevant hashtags to which you want to be be seen in LinkedIn searches).
Also make a post regarding your area of work every few days. It’s great if your post has an attachment, maybe a pdf. This means that you have prepared something interesting, useful for others. LinkedIn loves such posts and shows them to a larger number of people.
As on other platforms, video is very important, especially live video. As always in digital marketing, what you talk about, what you write about, what you talk about in videos, solve the problems and fears of your potential customers, communicate and connect with them.

The purpose of LinkedIn is virtual networking and helping other people who need your expertise. So if you are an entrepreneur and are looking for new opportunities to connect, join Linkedin now!

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.

Find out more about them at https://www.martin-orange.com/e-courses/

The post Optimization of a LinkedIn profile appeared first on Martin Orange.

Facebook Business Manager

admin — Thu, 25 Jun 2020 10:36:14 +0000

Do you know your way around Facebook ad creation? Do you want to know some expert tips about a tool that helps you organize and manage your marketing and advertising activities online?

Here are some tips on Facebook Business Manager where all your Facebook business and marketing activities are gathered in one place and also important highlights on this, otherwise, big platform.

What is dropshipping?

To Facebook Business Manager you add people who will be the editors or admins of your Facebook pages or Facebook ads accounts. Be careful when adding admins. In principle, you do not add admin credentials to other people unless you really trust them.

EVENT MANAGER in the Facebook ads manager gives you access to the Facebook Pixel and with it to the creation of target groups and conversions.

Create a Facebook Pixel in the Event Manager of an individual Ads Account.

A pixel is basically a shorter code that you place on your website, blog, online store, or any other website. You can install the pixel manually or email it to the person who manages your website.

At the same time, you also create Events that record individual events on your site. Events are, for example, visit specific subpages or click on specific buttons (for example, the Buy button).

You can also create Offline events – for example, a visit to a physical store and events related to your mobile application.

Event Manager also gives you access to partner integrations with platforms such as WordPress, Woocommerce, etc.

It allows you to insert the Facebook Pixel to the selected platform, which then allows you to create Custom audiences and measure results (for example, visits to individual subpages, conversions).

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Create conversions

A conversion is any act that transforms a person from a normal website visitor into an executor of an act.

Conversions can therefore be:

Views of specific subpages or page sequences
That the person submits their e-mail address to get for example, an e-book. Such a conversion is called Lead.
That the person adds the product to the cart or to the wishlist.
That the person buys the product.

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The most important conversion is of course the order of the product.

Your Facebook Pixel is constantly learning what type of person usually buys your product.

Therefore, it is important that you also install Event Codes to measure events such as Product Added to Cart or Initiate checkout.

Once Facebook gets data on at least a hundred such events, you’ll be able to form a Lookalike target audience: you’ll set, for example, 5% of all people who use Facebook in Slovenia and have similar characteristics and interests on Facebook as people who have added a product to their cart in your online store.

Once you reach around a hundred purchases, however, you will be able to form a Lookalike group of people who are similar to your customers in their characteristics, interest, behavior, and purchases. Then Pixel takes over the design of the target group, and this is usually more effective than your target group settings.

From here, Facebook will look for potential customers on its own, and the harder part of advertising is then behind you.

With a small amount of effort you can make the most out of your Facebook ads on a platform where you have everything in one place.

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.

Find out more about them at https://www.martin-orange.com/e-courses/

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Facebook ad creative

admin — Thu, 25 Jun 2020 07:45:56 +0000

Are your ads boring and lifeless? Are you having trouble with coming up with ideas on how to attract people to visit your website? How to achieve that people themselves tell you what they like and what they want to buy?

Here are some tips about the important steps when creating a Facebook ad creative.

Imagine that you have already created an ad campaign on Facebook, to the step where you can already determine orcreate your Facebook ad.

You name the ad first. In order to know which ad is which, even after a while, it is good to give it a descriptive name so that you know what it displays. This name is only seen by you and is not visible anywhere else.

You need to select the Facebook page in connection with which you made the ad. If you don’t have a Facebook page yet, you need to create one.

If you have also chose advertising on Instagram as a placement, it is necessary to select your Instagram business page. If you do not have it, it is enough to have just the Facebook page selected. While Facebook owns Instagram.

Then upload the photos or videos you want to use in your Facebook ads.

For photos, it is very important that they do not contain any text. Officially, text can cover 20% of a photograph, in reality this is not the case.

But photos with less text will also look less advertising and more natural.

Once the photos have been uploaded, they need to be cropped to fit the individual placement. So next to an individual photo, click Edit and crop the photo.

Photos for ads on Facebook and Instagram stories should be upright. For each placement, Facebook gives you instructions on the required photo size.

When uploading a video you’d like to use in Facebook ads, it’s important to choose its thumbnail. When the video is uploaded, find Customize video.

This gives you the option to crop the video, cut out individual scenes, add subtitles and add a thumbnail. The thumbnail should be without text or as little text as possible. A video with more text in the thumbnail will have less reach or will even be rejected. You can also upload a thumbnail as a special photo.

I recommend that you do other video edits before uploading the video to Facebook ads.

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A very attractive and also successful creative version of making Facebook ads is a Slideshow.

You can find this option under Videos. Then look for Create slideshow. You will see pre-prepared themes for an animated product presentation. They consist of a few photos that alternate after a pre-prepared animation. You can also write a short text on each photo you upload to present the offer, highlight the benefits, and so on.

This way you get an animated video presentation with the photos, which works nicely on all placements, including stories.

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Paste a link to the website before you start writing your ad text and title. If you want the ad to lead to a specific subpage, then paste the link to exactly that subpage.

Write the ad title. After seeing the photo or video, people will next look at the title of the ad. With the title, remind of aproblem or benefit for the customer. The goal is to get people to start reading the ad text.

At the beginning, the text of the advertisement should further discuss the problems / fears / wishes of potential customers. The goal is to attract people to reading the entire text. Sales follow on the website. Use emojis for greater visibility and expressiveness of the text. Use direct marketing knowledge when writing texts.

You have 2,000 characters including spaces to advertise on Instagram.

Before you post your ad, make sure Facebook Pixel is active – in this case, the dot next to the Facebook Pixel name is colored green.

Above all, when creating an ad, keep in mind that people don’t want to see ads, they don’t want to deal with ads, but they want something interesting and useful.

And that’s how you create a Facebook ad creative that will attract by far more visitors than before.

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.

Find out more about them at https://www.martin-orange.com/e-courses/

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Using Snapchat in digital marketing

admin — Fri, 12 Jun 2020 05:40:06 +0000

Using Snapchat in digital marketing. How to advertise on Snapchat and for whom it is intended for?

Snapchat is a mobile application for sending and receiving images or videos to other users, these remain visible for only a few seconds. It was created in 2011 and is currently one of the most used platforms in the world.

An average of 203 million people use Snapchat and take 3.5 billion photos every day. In this article, I will explain how to use it, how to advertise on the platform and why you should advertise there.

The Snapchat mobile app is currently one of the most used platforms in the world!

Creating a Snapchat profile

To use Snapchat you need to create an account on your mobile phone (It’s not available for PC).
To start, download the app to your phone from the Play Store if you have an android and from App Store if you have iOS. After you download it, open and tap in the blue tile that says “Sign Up”, then tap “Continue”.

Create a Snapchat account – first three steps

Enter your first and the last name, and you can choose if you want to put your name or the name of the company. Tap“Sign Up and Accept” and it will take you to the birth date, just spin the months, days and year until your birth date comes up, and tap “Continue”.

After that, Snapchat will give you a suggestion to your username, so if you don’t like it just tap the blue letters saying “Change my username”.

Create a Snapchat account – fill in the information and choose a username

For security you will need to choose a password, your email, mobile number … When you finish these steps Snapchat will send you a confirmation code. At last, you can find your friends that use Snapchat.

Congratulations – you have created your Snapchat profile!

Create a Snapchat account – last three steps

How to create a successful Snapchat account?

You’ve successfully created an account, what’s the next step? Before you start advertising, you need to learn how to use Snapchat.

Let’s start with the opening screen, when you open the app, a standard back-facing camera will display. On this screen you can the flash turn on and off, turn the camera (front or back camera), search snaps near you and go to your profile.

Try it! Take a photo! Just tap in the round white button. If you want to make a video you need to press on the button and hold it. After you take the photo you can choose the time that the photo will be visible (one to ten seconds), choose a filter, add an emoji sticker, a link or text.

Imagine that you took a spectacular picture and you need to save it, just click the downward pointing arrow (Save) to save to your Memories. Now that you are ready to send your spectacular picture, tap the blue button and you will need to decide which friends should see it. If you want to add the photo to your Snapstory choose “My story”.

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Editing the profile on Snapchat

You can’t really edit or customize much on Snapchat’s profile. However, you can enter some information about yourself, add a bitmoji and a username. To see your profile tap on the ghost, person or the bitmoji in the upper left corner.

There, you will also see your Snapchat score which is the total number of snaps you’ve sent and received. When you are on your profile you can see a yellow square with a QR Code. So, if you want to search for a user, you can just scan the QR Code of the other person with the camera on your phone. You can also put the link of your company to the QR Code to make it easier to reach your page.

Communicate with other users of Snapchat

You can communicate with others Snapchat users in many different ways, most of the profiles are private, but with others you can:

Add users: If you want to add users you just need to search for their username or scan their QR Code.
Viewing Stories You can view and reply to other users’ Snap stories. You and your friend will be notified. This is the only way of communication that is not private, so if you like privacy it’s better to choose another way.
Sending snaps: You can send and receive photos and video content from other users. If you screenshot a snap, the other person will be notified.
Instant messaging: You can chat privately with users. When you reply to something that will always be an instant or a direct message. If you take a screenshot the person will be notified.
Sending Snapcash: To use this you need to activate it in the settings. Then, you need to connect a debit or a credit card and you can send and receive money, see your transactions and set a security code.

Be careful! Snapchat advise you against sending money to users you don’t know personally.

Snapchat Stories

If you want to add a story, just take a picture and choose “My Story”.
When the story is posted, you’ll be able to see who saw your story and the others can see if you saw their story too.
This is a great way to show your audience your daily operations of the company. You present your costumers everything about your company and business. Also, through Stories you can give an opportunity to your employees to present themselves. Live stories can be posted with the location services turned on to talk to people near you, which is a good way to spread awareness about your company.

If you want to add a post to your story, tap “My Story”

Ways of advertising on Snapchat

There a number of ways to advertise on Snapchat, the main three are: Snap Ads, Sponsored geofilters, and Sponsored lenses.

Here you have 10 seconds to show your content. Videos are vertical, full-screen and you can include a call to action button that is usuallt the link to your page. In the video, present your offer in way that persuades users to visit your website (Swipe Up).

Present your products to users with SnapAds and guide them to the website

This allows the users to send snaps that include a filter for a specific location. When you take a picture, swipe from left to right and choose for various geofilters. They’re stickers with your location. You can create your own geofilters and locatethem near your company. Many brands use geofilters to promote events because the price is very affordable so even a small business can afford it.

This one is more interactive than the geofilter. While in geofilter you create a sticker with the location, this has a special facial recognition technology that allows the users to reshape their face or add elements, like dog ears, shining rainbow from the mouth and other funny filters.

A sponsored lens is more interactive than a geofilter – it attracts even more attention

The camera first recognizes the user’s facial features. Then, in accordance with the measurements, places the filter or lensand based on the movement of the face (e.g. opening of the mouth) it triggers a reaction of the user’s expressions on the filter.

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How to promote your Snapchat profile

To start with your strategy you have to have followers on Snapchat. So, include your Snapchat code into everything that would attract followers (story on Instagram, brochures on events, and similar).

Post your Snapchat code on any content that may attract followers

Let someone who has a lot of followers take over your account for one day and share it in their social media. After that you will certiantly see the number of your followers increase. Choose someone that has a similar target audience as you.

Communicate with your fans. This is one of the best way to engage users. Ask them to send pictures or videos with your products. You can then repost them on your Snapchat story. A great way to encourage user-generated content is by running contests and similar promotions.

Provide exclusive access by recording your offices and production facility. With this type of posts you will keep your followers, because will make them fell as if they are getting VIP treatment.

Reply and communicate with your followers. Even if you are always uploading content in story, you should answer to the users who replied your story.

Post only relevant content. Stay current, constant and post regularly.

Use Snapchat to show to your consumers that you are aware of the current situations that are happening around the world. In your stories, you can talk about serious matters and try to create awareness of your consumers.

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.
Find out more about them at https://www.martin-orange.com/e-courses/

The post Using Snapchat in digital marketing appeared first on Martin Orange.

Using TikTok in digital marketing

admin — Fri, 12 Jun 2020 03:17:47 +0000

Through the article we will discuss use of TikTok in digital marketing. For whom is TikTok a great opportunity?

What can you do on TikTok?

How to start advertising on TikTok?

Include TikTok in your marketing campaign

Tips for using TikTok in digital marketing

For whom is TikTok a great opportunity during growth?

While well-known digital marketing giants such as Facebook, Instagram and Twitter continue to remain relevant in the increasingly evolving digital age, a new competitor, TikTok, has entered the arena and received a great welcome, especially among young people.
TikTok is easy to use, fun and most of all very addictive. In September 2018, TikTok was better than Facebook, YouTube, Instagram and Snapchat in terms of monthly installs in App Store.

In September 2018, TikTok was better in terms of installations than Facebook, YouTube, Instagram …

TikTok combines lip-syncing trends from Musical.ly and viral short videos featuring trendy songs called Vine (discontinued in 2016).
TikTok has a huge number of well-known content creators (influencers) across Bahrain and Saudi Arabia, who have even up to 1.1 million followers. Content creators upload fun videos to TikTok on a daily basis and communicate with their followers via live streams.
The unique “TikTok Live” feature allows TikTok influencers to reach millions of people worldwide at once. Looking at the bigger picture, TikTok influencers have the power to convince their followers to buy a new pair of sunglasses, download new apps to their smartphones, or even visit a new restaurant. Businesses should take a moment and explore the potential that TikTok can offer as a digital marketing channel.

What can you do on TikTok?

With the TikTok mobile app, you can easily record short, 15-second videos, enrich them with various effects, filters, fun music background … and share with friends. You can make dance videos or even cheer videos.
On TikTok, you can find and follow influencers who have gained popularity with their skills. Comedy is a highly sought after genre on TikTok. Many fun TikTok videos go viral on a daily basis.
Some TikTok users, in collaboration with other users, also create the, so called, parallel videos. Using the app is easy and intuitive. Fun videos are short and mostly speechless.

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How to start advertising on TikTok?

The basic ways to use TikTok to market your brand are as follows:

Create a TikTok account.

Upload your sales-oriented content in the form of short, fun videos.

Ask your employees, business partners and friends for help in raising awareness about your brand.

Use TikTok Advertising Platform. This feature is currently still under development and will be available in the future.

It should be noted that TikTok is mostly used by people under the age of twenty-four. So if your target audience falls into this category, then use TikTok as a means to advertise your products and / or services as much as possible.

Include TikTok in your marketing campaign

TikTok does not allow any user to add a link to their external (original) videos and channels, which is quite smart as it keeps users on their platform.
Which simply means that no one can use TikTok as a direct way to drive traffic to a website or blog. This does not mean, however, that you cannot use the TikTok platform as one of the tools of your marketing campaign if one of your main end goals is the following:

Raise awareness for your brand.

Make your brand viral.

Start advertising a new product.

Will TikTok be the next best thing in video marketing?!

The best way to advertise on the TikTok platform is to spend advertising funds on their Advertising Platform, which is currently still in the Beta phase and will be available in the future. Besides that, three important points need to be considered when creating a TikTok campaign:

1. Find the right influencers to promote your product.

It is very important to find the best content creators and influencers. You can do this yourself or hire a professional marketing agency to help you with this process.
The process is very time consuming, but with the right approach, it can pay off. Most of the best agencies are usually in direct contact with the users of the platform (influencers), which makes the process more efficient.

2. Choose the right song for the background.

Music is an important component of TikTok videos. In fact, it’s crucial for the viewer’s attention, as you only have 1 second (attention span) before the user moves on to the next video and forgets about you. Pretty tricky, isn’t it?
The use of a song that will attract helps to achieve greater engagement of the audience. This in turn also creates a potential domino effect that will increase the overall reach of the campaign.

3. Use the right tone of voice.

TikTok is for entertainment, so it is important to approach the content openly. Young influencers know what their followers want, so we should not force them into using a marketing or business tone when advertising products on TikTok.
We need to give them the freedom and creativity to express themselves the way their followers expect it, as this is part of their personal brand image that allows them to be liked in their community.
Users at TikTok are always looking for authenticity and don’t want to see hard-selling videos that tell them what to make or buy. Which makes sense, since TikTok is a network of youthfulness.

Young influencers know what their followers want, so we shouldn’t persuade them into using a business tone

Summary; This new social platform dominates and has overtook YouTube, Instagram and Facebook in its short existence so far. It is time to learn the importance and suitability of TikTok marketing for the growth of your company, and if your target group is on TikTok also invest in advertising on TikTok.

Tips for using TikTok in digital marketing

Brand recognition

The mere fact that you can upload a video to your profile, even if you don’t have followers, and your content will still be displayed on the timeline and seen by a large number of people for at least some time, is what makes TikTok a golden cave for gaining views and recognition of your brand.
You can post anything on TikTok, no matter how irrelevant, and it will still be visible. Creating good content that has the potential to go viral is key to increasing brand awareness on the TikTok platform.
We suggest that you create your TikTok profile today and, taking into account current trends, create a campaign that will bring you new potential customers. See what is displayed most on the timeline and what has the most likes. Joining established trends such as dance routines and lip-sync are a safe bet.
When creating content, keep in mind that humor drives virality. Go deep inside yourself and wake up your inner comedian – make people laugh and create traffic! Or, if a sense of humor just isn’t your virtue, hire someone to do it for you!
Without hesitation, follow two simple rules when creating content for advertising on TikTok:

Use your brand and products in your videos.

Try starting a TikTok challenge that requires you to use your product.

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Paid advertising

Another tactic you could use are paid ads on TikTok. There is currently a certain form of paid advertising available, but not like standard platforms like Facebook, Instagram and YouTube, where you can personally manage paid campaigns and decide for yourself how you will spend your money.
Paid advertising on TikTok takes place through an ad representative who helps you set up a paid advertising campaign. However, the settings and options for determining the target group are still completely basic. So far, there is only one type of campaign that will allow your ad to appear on users’ timelines from time to time.

The cost of such a campaign is expected to start at $ 500 per day and has no long-term liabilities.

TikTok does not yet offer an official advertising option. However, it is rumored that they will soon begin to perform this function as well. This will include Snapchat-style filters and #hashtag challenges, among others. But until it is available, we need to use other, organic marketing methods to reach users on TikTok.

Interaction with users

TikTok users are big fans of the interaction. They are the generation of videos on IGTV. They love communication and unique user experience. Brands can use this to their advantage. It is a proven practice that people are more likely to buy things they think they can use. Find a way to encourage people to interact with you by creating videos of which your product or service is the main star in a creative, but not overly obvious way.
As mentioned above, you can hire influencers to create such materials for you. When people see your products in the hands of influencers, they will feel a desire to buy.

Products in the hands of (enthusiastic) influencers = desire to buy!

For whom is TikTok a great opportunity during growth?

Especially for all (existing) influencers who want to effectively (globally) reach a really young target group. In combination with SnapChat, TikTok is an ideal medium for all creative, musically and dance-talented influencers who can express the promotion and advertising of products through a childish, mischievous way.
The possibilities for creating creative promotional content are endless, and you really have nothing to lose, as using the TikTok platform is free.
Try your luck!

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.
Find out more about them at https://www.martin-orange.com/e-courses/

The post Using TikTok in digital marketing appeared first on Martin Orange.

Instagram marketing, advertising and trends 2020 – step by step

admin — Wed, 20 May 2020 10:51:46 +0000

Through the article we will discuss Instagram marketing step by step and current trends.

How to create an Instagram profile?

How to change a personal Instagram profile into a business one?

Connect your Instagram profile with your Facebook profile

How does Instagram's algorithm work in 2020?

Guidelines for achieving the best rating on the Instagram's algorithm in 2020

Instagram is breaking into the top among the most important social networks. It is used by more than a billion people worldwide. Half a billion use it every day. Instagram is a network that achieves personal interaction, much more than Facebook, and interesting and aesthetic content that by far avoids politics and negativism (into which Facebook is deeply entangled). Think carefully about how you can use Instagram to market your brand. If you are already using it, consider whether you can increase the budget you spend on it.
Let’s take a look at some more official statistics that are valid globally in 2020:

Around two million companies advertise on Instagram.

Instagram has 25 million registered business profiles.

44% users on the platform research the products and brands.

53% of users follow their favorite brands.

There are 95 million posts each day over the world.

Two million companies advertise on Instagram – join them!

How to create an Instagram account

If you are a company and do not yet have a business profile on Instagram, create one now. You need a mobile app to set up a new business account on Instagram. To download it to your mobile phone, open the Google Play Store or App Store on your iPhone and search for “Instagram”. Then click the Install button. After installing the application, press Open.

First step:

The Instagram app on your phone will open. Click Create new account. Enter the email through which you want to manage your Instagram account or enter the phone number to which you will later receive information and notifications.

Second step:

Then enter your name and choose a password. You also choose your date of birth. Click Next or change your username, as it was created automatically. So by clicking on Change username you can change the username, check if any of the desired usernames are already occupied. So try different names and choose the most appropriate username.

Tretji korak:

In the next step, you can choose whether you want to connect Instagram to your Facebook profile, which means you’ll be able to search for friends via Facebook who also use Instagram and share your posts on both Instagram and Facebook with a single click.

Graphic display of the first three steps of creating a profile on Instagram.

Fourth step:

In the next step, you can also add your phone contacts using Instagram. Add a profile picture to make it as clear as possible, as it is visible in a very small format, for example it is barely visible on the timeline, so it’s good that your profile picture is just your face on a white background or something so that people know that it’s you. You can also choose to post your profile picture as your first post.

Fifth, last step:

Click Next. In the last step, you can explore the links that are recommended. And turn on notifications.
Congratulations! You have created a new account.

To turn your personal profile you just created into a business one, follow these steps:

Go to your Instagram profile (your profile picture icon at the bottom right) and click Edit profile.

Choose Switch to Professional account.

In the next window, select whether you want to create a profile for a public figure, in which case select Creator, or want a profile for a business, then select Business.

You can turn the personal profile you just created into a business one – follow the steps above.

Then go through the categories and choose the closest category that matches your business, as this will be quite important when people are looking for you, or people who are looking for you will find you faster and easier if you optimize your profile correctly.
So we choose a category and now we can start creating. An important part of the business profile is also the possibility of a quick contact, which will appear on your profile next to the Follow or Following button and Message. The Message option therefore brings the visitor to Instagram Direct where they can send you a message.
While the additional option of contact (via email or call) directs the visitor to just that and he can start composing an email or call you with one click. So the first step is to revisit the Edit Profile on your profile and click Profile Display.
Two options are displayed, namely Display Category Label (i.e. to display the category in which you work) and Display Contact Info (the Contact or Email button is displayed). Check both options.

In the Profile Display category, check both options – Display Category Label and Display Contact Info

The picture bellow on the right shows an example of a profile with the option of a quick contact (only the e-mail address was entered when logging in, so contact is only possible via this. If you also enter a phone number, the button will be renamed Contact and two options will be displayed message and phone call). In the picture on the left is a business profile without the possibility of quick contact.

Example of a profile without and with the quick contact

However, if you later want to change your profile from a business to a personal one, click on the three right menu bars and select Settings> Account> Switch to personal account.

Then the profile will be changed to a personal profile, which means that under your name there will be no category in which you work, advertising options and quick contact options won’t be available.

Connect your Instagram profile with your Facebook profile

To use the Creator Studio on Facebook to create posts on Instagram and review communication in Direct messages, you need to link your business Instagram profile to your Facebook page (of course, you need to be its administrator). If you did not already do this in the initial steps when you created the profile, follow the next steps.
Visit your personal profile on Instagram (your profile picture icon in the lower right corner of the screen). Tap the burger menu icon at the top right and go to Settings> Account, select Linked Accounts.

On Instagram, click the burger menu icon on your personal profile …

… and in Settings > Account, choose Linked Accounts.

Select your Facebook page and log in with your username / email and password. Now your Facebook page and business Instagram profile are linked.
In the continuation of this article, we will not describe the basics but some novelties that have recently been published and affect the strategies of how you will tackle the use of Instagram for your marketing.

Posting and commenting on Instagram via desktop or laptop

A great relief when creating posts is a new option that you can now post to Instagram directly from your desktop or laptop. However, not on instagram.com, but via your Facebook page, which you link to your business profile on Instagram.
You can comment and send messages in the Inbox section, where if you have previously linked a Facebook page to an Instagram business profile, the Instagram option appears under Messages and also under Comments. So you can reply directly to messages and comments there.
You can create posts on your computer with Creator Studio. You can access it in the main Facebook menu via Publishing Tools> Tools> Creator Studio. When you get to the Creator Studio, you will see the option to choose between Facebook and Instagram in the top menu. If you click on the icon with the Instagram logo, Creator Studio will open in the colors of Instagram, with the option to post directly to your Instagram profile.

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You will be able to add links to products to your Instagram posts

A great novelty that is currently only valid in the US and a few other countries. It will allow you to tag the products that you have in the Facebook catalog in the post. I recommend that you regularly monitor this link (https://www.facebook.com/help/instagram/321000045119159), where the countries where this feature already works are presented.

Instagram can delete your profile

Another novelty that you need to pay attention to is that Instagram has embarked on a kind of cleaning of the platform and has greatly tightened its requirements for safe and fair use of the platform. So in this context, I do not recommend any external gadgets that help you get followers or share content. At the same time, pay special attention to the content so that it complies with the rules.
Let me point out here that the rules of Instagram do not allow you to post pictures used by others and this also applies to various memes, pictures with verses and similar. Therefore, if your account is intended for business use, I recommend that you use only your materials.
Of course, one such violation will not delete your account, but any violations detected are also in your account history, which means that notifications of violations are accumulated, which also affects the level of health of your Instagram profile, so this then affects the success of your posts.

How does Instagram's algorithm work in 2020?

The next factor to keep in mind every time you post an update is, of course, the algorithm that decides the success of your posts.
Instagram’s algorithm still works according to the principle introduced in 2016. Until 2016, posts were displayed in a chronological order, but with the increase in the number of users, this only meant that users (according to Instagram) also missed 70% of posts.

Theoretically this means that Instagram wants to show us the most relevant content. The change in the algorithm also means that its harder and harder to get a big reach on the post.

Previously, we only had to worry about publishing at the right time, but now a good reach is influenced by a ton of different factors. Given that the Instagram algorithm is constantly refreshed, it is necessary to regularly monitor in which direction everything is going. Of course, Instagram doesn’t release all the bug fixes. But we can manage to extract something, either from their statements or from monitoring their actions.
One of the good and also the most important novelties is that Instagram now allows posts to experience a longer lifespan. It happens that the posts are not necessarily dead (they no longer have reach) after only one or two days, but the best ones can also experience a response on the fifth or sixth day, which is of course very well appreciated from us in marketing. It means that one very good post a week can allow us constant traffic of visitors and it is no longer so necessary to produce content every day. From this I conclude, that the trend on Instagram is going into the direction of quality posts.
Otherwise, it is not entirely clear what we need to do for the publication to reach its climax. The first condition, of course, will be that it will be visible to as many people as possible. Instagram has stated that it displays absolutely all posts, and their order depends primarily on the user himself in terms of how relevant the content is to his interests and how he has reacted to posts from your account in the past.
All of this leads us to the realization that it’s best to stay with the basics: create the content of posts that your followers want to see, track responses, and prepare new posts based on the most successful types of posts.

Guidelines for a achieving the best rating of Instagram's algorithm in 2020

1. Improve the quality of photos and videos

Instagram users are used to top-notch photos and videos. Therefore, they will not respond to your post unless the content is at the highest possible level. And this, of course, will also be noticed by the algorithm. If an individual follower does not respond to the post a few times, the posting algorithm will no longer display this Instagram profile.
So, even if you think that the photos / videos are already at a high enough level, to increase your success in 2020, I recommend that you consider how to upgrade, spice up and refine the content.

2. Post more Stories

Posting in “Instagram Stories” won’t bring you a direct impact on the algorithm, but the point of Stories is to post more general content for which it’s even better that they’re not specifically planned but show what’s happening to you throughout the day. This way you will not run out of material and you will maintain a presence in the user’s consciousness. Of course, the publication of Stories must be well prepared. Include various interactive elements to increase follower response. The more they respond, the more of your posts they will see.

For a better rating of the Instagram algorithm, post as many Instagram stories as possible

3. Post more videos

Video is the best format on all digital channels. Also on Instagram. Fortunately, Instagram users prefer shorter videos (up to one minute). Post longer videos on IG TV, where they will also have a longer lifespan. Because we’re focusing on how the algorithm works in this article, an interesting video of course makes followers stay on your content for longer, which is exactly the signal the algorithm is looking for.

4. Go LIVE!

The same as Stories, live streaming has no direct impact on the algorithm, but when you go live, this is communicated by Instagram itself to your followers via notifications. So it’s obviously in Instagram’s interest to report live. Thus, the overall experience of the platform is also more natural. Above all, with live videos, make sure you address topics that are important to your followers and that you really know a lot about.

5. Improve the captions of your posts

If 2/3 of the success of the post depends on the photo or video, the key 1/3 definitely depends on the text of the post. A good text should first attract attention, explain the benefits / dangers and invite users to respond. Say everything that stands out right at the beginning so that the text is visible before you need to click to see the full text of the post.

Guidelines for a good Instagram algorithm score in 2020

6. Tag other Instagram profiles

In Instagram posts, take Twitter as an example and tag as many other Instagram users as possible related to the topic. The goal is to encourage them to respond, comment, which is also seen by their followers, and the response to the post increases immediately.

7. Use only the best hashtags

Add up to 30 hashtags to each post. However, research shows that Instagram users respond best to posts with only 9-15 hashtags. This means you need to figure out which hashtags work best for you and use only those.
You can use the Flick tool to help with this. With it, you will find the hashtags that get the most response and have the least competition (https://flick.tech/).

Flick.tech tool for analyzing #hashtags

8. Organize giveaways

Giveaways always attract users. The most effective formula for attracting people to participate in giveaways is: Follow, Tag a friend, Comment. Everyone on Instagram is used to these requirements and they fulfill them without thinking. Profiles that use giveaways grow up to 7x faster than profiles that don’t use them. But you have to be careful when choosing a prize: always give only what you produce or sell. If your services or products are of greater value, only give as a gift a certificate for a certain percentage discount of the value. This way you will avoid the bounty hunters.

9. Post when the response is best

In the tab Insights follow the activity of your followers and post on the hours when they respond most to your posts.

10. Collaborate with microinfluencers in a particular niche

Cooperation with microinfluencers is a good strategy to draw attention from a narrowly defined target group. Microinfluencers do not have tens of thousands of followers. But more than the mass, it is important that the positioned at the top of a narrow niche and through them you address people who are interested in specific content. Quality over quantity is a formula for success on Instagram as well. Because it doesn’t only matter how many followers you get but how active they are. And follower activity is what interests Instagram’s algorithm.

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I invite you to read another one of our articles on the topic of digital marketing. And for step-by-step video tutorials, check out our hands-on e-courses.
Find out more about them at https://www.martin-orange.com/e-courses/

The post Instagram marketing, advertising and trends 2020 – step by step appeared first on Martin Orange.

LinkedIn advertising step-by-step

admin — Tue, 19 May 2020 07:39:57 +0000

Throughout the article, we will discuss LinkedIn advertising step by step.

Types of ads on LinkedIn

LinkedIn advertising step-by-step

Goals of a LinkedIn campaign

LinkedIn is the right platform for all businesses that want to sell to other businesses (B2B). This is also confirmed by the data, as the most B2B sales happen on LinkedIn. At the same time, LinkedIn is a great place to quickly and efficiently find new co-workers or jobs. The number of users of the business network Linkedin is growing rapidly. The percentage of those who use LinkedIn on a daily basis is also growing.
Linkedin advertising provides unique opportunities to pinpoint the target audience. One of these is shaping the audience according to the company in which the user operates. However, you will also be able to target people based on their past functions, years of experience in the industry and similar.
So you can advertise, for example, only to business owners. If you are targeting, for example, small business owners, you can pinpoint the target audience according to the names of the functions entered by the business owners (some enter e.g. CEO, some “Owner”, others “Founder”), as can be seen in the example below.

You can then further refine your target audience by selecting the “AND” option and selecting targeting based on business size.

Creating ads on LinkedIn is not yet possible in some languages. Except for the dynamic ads that allow Autotranslate (you will create the ad in English and the ad will then be translated into the user’s language).
If you still create a LinkedIn ad in the the language that is not supported and publish it, it will be withdrawn after review. You will receive a message as in the picture below:

Advertising on LinkedIn – ad disapproved due to unsupported language.

At this moment, all you have left to do is communicate through advertisements in English on the market of the selected language, or use Linkedin advertising to expand into foreign markets. The image below shows a view of the currently supported languages in which you will be able to create ads on LinkedIn.

The fact is, however, that most LinkedIn users accept the fact that the official language of communication is English. Therefore, ads in English for a local business are also accepted. That is why it pays to start advertising on LinkedIn as soon as possible, because relatively few companies in Slovenia use it.

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Types of ads on LinkedIn

In this section, I will briefly present the main differences between the types of ads on Linkedin.

1. Sponsored Content

Posts you’ve already posted on a LinkedIn page can be sponsored (similar to sponsoring posts on a Facebook page).
There are three different ad formats: image, video, or carousel.
You can also choose between “Native news feed ad” or “Lead gen form“.
The Sponsored Content ad is primarily intended to gain new followers for your LinkedIn site. Likes and comments on the promoted post will also be visible on the original post on the LinkedIn page. This type of advertising does not contribute to higher sales.

LinkedIn advertising – sponsored post.

2. Direct sponsored content

This differs from the previous ad type in that the sponsored post was not previously posted on your LinkedIn page but only as an ad. This format is suitable e.g. for tests or ads/posts that are not suitable for all followers of your LinkedIn profile.

3. Sponsored InMail

An interesting type of ad that allows you to send messages directly to InMail – the mailbox of a personal Linkedin profile. On average, one message sent like this costs 0.25 €. There is no guarantee that the recipient will open it at all, but you increase this possibility with a well-written title. It is crucial for the response that the content of the message is written as if you were writing it to your business partners. It should not be read as an ad. This type of ad can be a great opportunity to establish a new business contact and consequently business opportunities.

LinkedIn advertising – InMail ad

4. Text Ads

Text ads appear only on desktop devices in the right-hand column or at the top of the page. The ad consists of a short title (up to 25 characters) and a description that can contain up to 75 characters. In the ad that appears in the right column, a profile image of your Linkedin page will appear next to it. Linkedin automatically determines where to place this type of ad, leaving you no choice.
The cost per display of 1,000 ads is cheaper than other forms of advertising. However, because it is relatively invisible, you can expect only 1 click per 1,000 impressions. So this type of advertising is not exactly effective in terms of getting visits or contacts.

LinkedIn ads – Text Ads do not contain an image and are quite invisible.

5. Dynamic Ads

Dynamic ads appear in the right column and are, as I mentioned earlier, the only option to advertise in languages that are not supported for Twitter ads, as the text of the ad, which you would otherwise write in English, is automatically translated into the language in which the person who sees the ad, uses LinkedIn (so-called Autotranslate).
There are two types of dynamic ads, namely “Follower” and “Spotlight” ad.
The “Follower” ad will contain a button to start tracking your LinkedIn page.
The “Spotlight” ad allows you to create a button, name it and add any link to your website. The ad can contain up to 50 characters in the title and 70 characters in the description.

LinkedIn ads – Dynamic Ads in which the text is automatically translated into another language.

LinkedIn advertising step-by-step

First you need to create your personal LinkedIn profile and through it a business page on LinkedIn. Log in to your personal LinkedIn profile and click on the square icon made up of small squares, named Work, in the top menu on your computer on the right. Click Work, and then scroll down the drop-down menu. Select the Create Company page option. Then follow the instructions and create your LinkedIn page.
In the same way, you access LinkedIn Campaing Manager in which you create advertising on LinkedIn. Click on Work, then select Advertise from the blue icons.
Alternatively, you can visit linkedin.com/campaignmanager directly.

LinkedIn ads – Campaign manager for creating advertising campaigns.

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Creating an advertising account

When you first sign in to Linkedin Campaign manager, you will create a new advertising account. Click on “Create account” and specify a name for the account, select the currency and link it to your LinkedIn page.

Create an advertising campaign on LinkedIn

Once you’ve created an advertising account, click on it and you’ll be taken to the next window ”Campaign group”, where you’ll be able to start creating your campaign. As the name suggests, you can manage multiple campaigns under one campaign group. The system is similar to that in Facebook Ads Manager or Google Ads, but it is not so refined and offers significantly fewer options and settings.
When you create a “Campaign group”, click on it and the “Create Campaign” window will appear.
This window consists of two columns. Smaller on the left and right or center column.
The left column shows all the steps of creating an advertising campaign (Objective selection; Audience; Ad format; Placement; Budget and schedule; Conversion Tracking).
In the right or in the center column, you first select your campaign goals. These are very similar to the goals in the Facebook advertising campaign.

LinkedIn ads – steps to create an ad campaign and select campaign goals.

Goals of a LinkedIn campaign

1. Objective

Brand awareness

Similar to other platforms, Linkedin has, as the most basic version of advertising, prepared a type of campaign that will be optimized for the maximum number of impressions for the selected target group. If you select this option, you will be able to create all types of ads except the InMail ad.

Website visits

With this campaign goal, the ad will appear to selected audiences on LinkedIn who are most likely to click on a web link based on their previous behavior. You choose this option when the goal of your advertising is to get as many visits to the website as possible. However, keep in mind that clicks are quite expensive. For the most part, LinkedIn will require you to bid at least 2 € per click.

Engagement

Your ad will contain a “Follow” button, which means that this type of campaign will be appropriate if you want to gain new followers. Your ad may contain an image, video, or be created as a dynamic “Follower” ad.

Video views

The campaign is optimized to get as many video views as possible from people who have previously enjoyed watching video content on LinkedIn. Of course, you can only create a video ad, not other types of ads. Based on my experience, I recommend this type of advertising. Also, add subtitles to the video (at least in the beginning part) in English. The text of the ad itself should also be in English, so that the LinkedIn team reviewing the ads will also confirm it.
You can save a lot with video ads. Because you only pay for video views, you don’t pay for clicks on the link. So make a very interesting video and attractive text with a call to action inviting viewers to visit the site. With such a strategy, the price per video in my campaigns is 0.02 € per 30 seconds of video (which is cheap also on Facebook). The price per click is around 0.30 €. This is actually comparable to the cost of advertising on Facebook.

Lead generation

You choose this campaign goal when you want to get contact information from people who click on your ad. When creating an ad, you’ll be able to choose from image, video, or InMail messages. In the text of the ad, persuade the target group to download the e-book, sign up for the webinar, etc.
While creating your ad, you will have the option to create a subscribtion form that will appear to the user after clicking on the ad. User data such as name, surname, e-mail address will be filled in automatically in the form. Thus, the user just clicks on the Subscribe button and gives you contact information. However, this type of ad is quite expensive and is suitable for those who sell more expensive products at a higher price and are used to the fact that the purchase decision is quite long and requires a lot of interaction between you and a potential buyer.

Website conversions

On LinkedIn you will also be able to use campaign optimization based on different conversions on your website. These can be e.g. subscribe to the e-news, download the e-book, add the product to the cart and complete the purchase. You will be able to use all types of ads except the dynamic “Follow” ad. However, in order to select a campaign with conversions, you must first create a conversion.

Job applicants

This campaign goal is created for companies that want to gain new employees (with specific experience). There is a special type of ad called ‘Jobs Ad’ when creating an ad.

2. Audience

In the next step of creating a LinkedIn ad campaign, you will create a target audience. Specify the following parameters:

Locations

Select the locations where you want to advertise. You can also advertise at the city level.

Language

If it is a market whose official language is not supported by LinkedIn, choose English. If you advertise with a dynamic ad, the autotranslate text translation option will automatically appear here.

Who is your target audience

Here you will form your audience based on business, demographics, education, professional experience and interests. Of course, the possibility of forming an audience according to the company stands out the most.

No other platform has that much detailed information about companies and links to its employees as Linkedin, so this may be the biggest added value of advertising on this platform.
Audience settings offer two major categories of audience settings:
“Audience attributes” and
“Matched audiences.”
Matched audiences could also be called a custom audience, as you can create it from users who, for example, already visited your website or by uploading a list of email addresses or company names. For the former, you need at least 300 personal contacts, for the latter, at least 1,000 company names are recommended. From the groups you will already form, you will also be able to form Lookalike groups. Once you’ve created these types of audiences, you can use them to create a campaign.
Most advertisers will initially only use the options in the “Audience attributes” settings category and shape the audience according to Company / Demographics / Education / Job Experience / Interests and Personae. And of course all the sub-options.

LinkedIn advertising – target group settings can be very detailed.

Examples of sub-options offered for audience formation in a LinkedIn campaign under the “Company” choice: Company Connections / Company Follower of / Company Industries / Company Names / Company Size.
It is very important to use the Narrow audience further (AND) function to pinpoint the target audience. Thus, you first form a target group of people working in the field, e.g. Accounting, and have at least 5 years of work experience.
Then define for this target group that they have to work in companies in a certain industry and that the companies have to have a certain number of employees and that the companies grow at least at a rate of 10% per year.
At the same time, you can also exclude specific audiences by selecting the Exclude audience option. Thus, e.g. exclude current visitors to your website or e.g. people with interests in certain business areas.
In short, such settings for the B2B realm are nowhere else than on LinkedIn. So review them carefully and don’t just use the most general settings.

Linkedin advertising allows for detailed audience settings.

Ad format

The type of ad depends on which campaign goal you have chosen, which I explained at the beginning of this article.

Placement

Placement means where the ad will appear. I recommend that your ad only appears on LinkedIn, not on Linkedin Audience Network – that is, on partner sites outside of LinkedIn. Uncheck this option to spend your budget on LinkedIn only.

Budget & Schedule

The minimum daily budget is 10 €. This can pretty much compare to Facebook or Google. Therefore, make a special effort when preparing an ad on LinkedIn (and the web subpage to which it leads).
The Bid type must also be selected.
If your main goal is to get the most views / clicks for the entire advertising investment, then select the “Automated Bid” option.
If your main goal is to maintain consistent costs per result, choose “Target CPV Bid“.
If your main goal is to increase control over bidding at auctions, select “Maximum CPV Bid“.

Conversion tracking

Here you select conversions (which you need to create before creating a campaign).
To do this, look for the Account Assets category at the top of the main menu.
From the options, first select the Insight Tag. Here you get the LinkedIn tracking code that you place on your website.
Then select Conversions and set different types of conversions (preferably based on landing page URLs).

Once you’ve edited all this, you’ll click on the button Next and start editing the ad (title, text, video / photo, button – depending on the type of ad you choose).
A photo or even better a video should attract attention in a split second. The video in particular has a big advantage here because you can ask a question at the beginning of the video that targets the “pain” of the ideal customer. Pain is not necessarily a problem. It can also be a desire, a benefit, an experience they want.
The title of the ad should mention a solution to a problem your ideal customers have.
Deepen the expectations in the text of the ad and promise detailed information on your website.
LinkedIn is a business platform. However, your goal should be to get people from a well-defined target group to your website as soon as possible.
I recommend that you pay a lot of attention to LinkedIn because, unlike other networks, there are people on it who have a job, occupy certain positions in their companies and come to LinkedIn for the purpose of education and establishing business contacts.
Start advertising as soon as possible, because with the number of companies advertising on LinkedIn, competition for the same target groups will intensify and advertising prices will increase.
Don’t compare the price of advertising on LinkedIn with the price of advertising on Facebook or Instagram. Rather, compare it with the price of a presentation at a fair, sending a classic direct mail, telephone marketing, personal visits. Because part of that – an introductory presentation and getting a contact – can be done on LinkedIn.
In this light, however, advertising on LinkedIn will no longer be a cost but an investment. And not even that expensive anymore.

I invite you to read another one of our articles on the topic of digital marketing. And for step-by-step video tutorials, check out our hands-on e-courses.
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Twitter marketing

admin — Mon, 18 May 2020 13:02:50 +0000

Throughout this article, we will discuss Twitter marketing.

Twitter marketing is as successful as your followers are active

'Sniper technique' for gaining quality followers on Twitter

Effective Twitter posts

3 principles for building a complete Twitter post

Twitter marketing is the involvement in exchanging and replying to short messages between Twitter users. Messages on Twitter are called Tweets. Twitter is an easy but very important way to follow news and news from areas that interest you. Posts of important people on Twitter are regularly summarized by leading media (e.g. Trump or Musk). Of course, most social networks are suitable for tracking current events. But Twitter is constantly focused on current news and debate about it.
Using Twitter is quite simple, and it is worth paying attention to it, as it is considered a social network where trends are created.
Creating a Twitter account is very easy, but you need to follow some rules to get the best results. Of course, each of you (who hasn’t done this until now) must first take care of an attractive and well-optimized Twitter profile. The topic of this article is not to explain the basics such as opening a Twitter account as we believe you will be able to do this by following the guided steps.

Twitter marketing is as successful as your followers are active

The main question is how do you get active followers from your target audience?
The rule on Twitter is – FOLLOW BACK! So if you follow selected profiles on Twitter that cover your target audience (and with that let them know you exist) you have up to a 50% chance of being followed back. However, when getting followers, you need to be careful that they are of good quality. In the following, we will share with you 5 tips for obtaining quality followers and reveal the ‘SNIPER’ technique with which you can obtain them.
Today stories sell. Stories about products have replaced stories about people, and classic media by creative and interesting (exposed on social networks) individuals. So try to market your products and services through yourself with a story that will allow your followers to unite. Only in this way will you ensure quality Twitter followers and consequently – business success.

5 tips to get quality followers on Twitter

1. Define your target audience - quality over quantity

When communicating on social networks, the most important thing is the precise definition of the target group. The mistake of most companies is usually to choose a (too) big and (too) wide target group. Loose boundaries in determining the target group cause you to be left without a quality follower base (and consequently customers). Therefore, when setting a target group, set clear goals.

2. Make sure the content of the tweets is interesting

Twitter is getting more saturated year by year. If you want to stand out and be noticed, you need to provide attractive tweet content that interests your audience.

3. Communication is key

Communicate with followers, respond to Tweets and participate in chats. Only in this way will you communicate to your followers that they are important to you, instill in them a sense of belonging and thus ensure a step ahead of the competition. You need to be quick in this, as followers expect answers almost immediately.

4. Be visible on other social networks as well

Include a Twitter account in your marketing campaigns and gain followers on Twitter from other networks as well.

5. Follow like-minded people

Many successful Twitter profiles use the strategy – follow like-minded people on Twitter. What does this really mean? When people retweet your tweet to their followers, be sure to start following them (and make them even more aware of yourself). It is clear that they have similar thoughts and that they are interested in the things you post / offer (otherwise you would not retweet) and the chances that you have gained a new (quality) follower are huge.

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'Sniper technique' to for gaining new quality followers on Twitter

Note: as long as your profile is still ‘young’ you can only follow up to 50 new people a day, the quota is raised by 50 every 10 days.
As you already know, the number of active followers is the most important thing for successful communication and marketing on Twitter. In Twitter marketing, the sniper approach is one of the more effective ways to gain new followers. The following three techniques allow you to find groups of people who are interested in your products and not just individuals, which is much less time consuming. The more followers from your target audience than you have, the more reach your tweet will have.

1. Find your target group through Twitter

Once you set out the basic idea of your Twitter marketing, you need to start reaching out to the people who are interested in your products / services. You can start looking for your first quality followers directly on Twitter. Let’s say you want to get more hairdressing followers on your profile. One technique is to select a competitor’s Twitter profile and then use the Twiangulate.com tool to find people who follow the competitor’s profile and have it written in their profile description that they are engaged in hairdressing. This gives you a shortlist of a competitor’s Twitter profile followers to start following and comment on their tweets with the goal of following you back.

2. Find your target group with the tool Twellow

Twellow (www.twellow.com), also known as Yellow colored Twitter, is a service that allows you to find more Twitter followers by finding like-minded users in your area or in your business. Here you can find your potential followers divided into categories.

3. Find a source of quality followers via Twitter profile hits on Google

Since the basic idea of Twitter marketing is to bring followers to your website, where you then sell them your products / services, it is clear that pages on the first page of Google (not all, but certainly some) will have quality Twitter profiles, through which you can find your potential followers.
For example, when I type “Digital marketing Twitter” into Google, the first page of Google is full of articles in the sense: “10 Twitter profiles that you must follow if you are engaged with digital marketing.” Thanks for the links. 😉

These three techniques thus help you figure out which Twitter profiles might be your ideal followers. Then follow these steps:

Find selected (Twitter) accounts that are interested in or closely related to your business. To ensure quality groups, check their profile and description - BIO.

Start by building a database of quality profiles (Excel).

Choose 20 quality profiles to get started.

On Twitter, start adding their followers (for starters 50 a day) to draw attention to yourself.

Note: This is acceptable at first, but when your profile becomes recognizable, make sure that the number of your followers is always several times greater than the number of people you follow. So regularly remove people who are not following you back – FOLLOW BACK TECHNIQUE.

3 tools to easily get quality Twitter followers

1. Commun.It (https://commun.it)

One of the more effective tools you need to grow on all social networks (and consequently Twitter). Free for now. A tool like this helps you find like-minded Twitter users. The principle of Twitter is ‘follow back’. If they follow content similar to the one you offer, they will follow you.

https://www.youtube.com/watch?v=xjoppOPvYlU

Twitter marketing is based on the Follow back strategy.

2. Crowdfire – minute marketing (https://www.crowdfireapp.com)

A great tool for all those who want to have all their social media marketing in one place. Crowdfire itself suggests where, when and how to publish your content. We call it ‘minute marketing’ because using the app is quick, easy and effective.

It allows you to search for content to post based on the topic you are dealing with (you post on your Twitter profile).
Among other things, this tool also tells you which of your Twitter followers did not follow you back so that you can also stop following them, as it is recommended that the number of people you follow is less than the number of people following you.

Make Twitter marketing easier with tools for multiple tasks.

3. Tweepi (https://tweepi.com/)

Another great tool for tracking and gaining followers on Twitter. With this tool, you can easily find like-minded, active users. Just like Crowfire, Tweepi will also inform you about those followers you still need to follow back, thus ensuring that you do not miss anyone.

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Effective Twitter posts

Manually sharing the content of your website on Twitter.
We all know what is true for marketing on social networks – the more active you are, the better the results will be. We all know how to share the content of your website on social networks (in this case Twitter) manually. Below you will also learn how to design a tweet, how many times a day to tweet and when to do it for the best possible outcome. Now, however, we will show you two effective ways to automate this process.

TWEET 10x A DAY AND INCREASE THE TRAFFIC BY 4X!

If you’ve been active on Twitter for a long time and have a large number of followers, the best possible strategy is to post a large number of relevant posts. Post 10x a day, as the lifespan of a post on a Twitter feed is very short (up to 20 minutes) and you will only be visible if you are constant. That’s why you can post the same thing on Twitter multiple times. You can use tools to design and publish tweets (for example, the BUFFER APP, which we presented in more detail before).

2 effective ways to automate posts on Twitter

1. Automatically share the content of your site on Twitter

Please note: each new post on your website will be automatically shared to your Twitter profile.
Find the DVLR.it tool on Google. This service allows you to automatically post news, articles, photos and products from your site on social networks (Twitter, Facebook, Linkedin). In the free version, you can choose up to 3 social networks for each site and no more than 10 posts per day.

Example: Manually formatted and automatically formatted posts (feeds) look the same. The only difference is that you don’t make the latter yourself, but the tool that makes it for you helps you with that.

Steps on how to use the tool DLVR.it

Create a new dlvr.it account (via Twitter).

Click the option ‘automated’.

Find the site whose content you want to automatically post to your Twitter account and add the word ‘feed’ after / (Example: https://www.martin-orange.com/feed).

Click on the selected site and make sure it is linked correctly, then click +.

When you click on + the tool adds your feed (you can see the name of your feed above).

Leave the posting settings as preset.

Click the 'Connect socials' button to continue.

Select 3 or fewer social networks to post to (free version limit).

In this case, also select Twitter, then click the 'Start posting' button.

You can use statistics to track the number of clicks per post (tweet).

IMPORTANT! If you don’t post as many of your articles as you would like, but still want to be actively featured on social media, you can select the ‘Curate’ option, which allows you to select feeds from other sites that publish similar content as you and link it so it is displayed on your social networks (articles,…).
Note: If you use this type of active posting to your Twitter account, these resources should of course be closely related to your activity and beliefs. You need to be aware that a personal and regular approach to publishing is always the best choice for gaining quality followers.

2. Prepare your Tweets for automatic posting – Buffer app

To get the most out of your Twitter marketing, it is recommended that you post on Twitter 10x a day. Among users of other social networks, it is true that if you post too much, people will be annoyed and will stop following your profile.
But Twitter is different. The whole point of your existence on Twitter is to constantly communicate with users. So how do you prepare tweets for automatic posting for the week ahead? Simply – with the Buffer app (https://buffer.com).

Steps to use the tool Buffer

Create an account at https://buffer.com (free for one social network)

Open all the articles, products and other content you want to share on Twitter in the coming week, in new windows so you have everything ready.

Open Buffer and click on the tab 'Queue'.

Click 'What do you want to share' and design a post (caption, photo).

When you are satisfied with the post, click on the 'Add to Queue'.

Do the same with all the other content you want to post in the coming week.

Once you have created the desired number of posts, click on the 'Settings' tab and select the 'Posting schedule' option in which you can edit the posting schedule for the following week.

But you can make your job even easier with the Buffer app plug-in for Chrome (find it on Google).

In this case, simply select the tab with the post you want to share, click on the Buffer app icon and the post publishes itself.

In this case, you can add the post to the queue and it will be published according to the set schedule, publish it immediately or manually set the publication time.

3 tools for building a complete Twitter post

A tweet is a 280-character post (sometimes 140 characters) and the question that arises is – how to ensure the highest possible post quality in such a limited space?
Simple! When building your tweets, stick to three proven principles:

1. Condense

Provide your readers with tweets that are of the highest quality, easy to read and with which they can identify.

2. Redirect

If you’ve created an article on your site, or added a product that might interest your readers, don’t be afraid to redirect them there.

Example: with the help of Bitly you will be able to track how many people clicked on the link and when and so to monitor the traffic on your website.

3. Stack

Sometimes one tweet just isn’t enough. You can then break the message down into several consecutive tweets, which means you’ll appear in the feed of other users multiple times.
The most important thing when building posts is to be aware that the content must be high quality and interesting for readers. Quality over quantity.

4 tools for a successful Twitter marketing

1. HootSuite (https://hootsuite.com/)

You can use the ‘Freemium’ tool for free for a period of 30 days. When the trial version expires, the prices of the monthly lease of the tool range from 19.00 € onwards. A free alternative to this tool is the (previously presented in more detail) Buffer app.

2. Paper.li (https://paper.li/)

This app is a great way to collect the best tweets from your followers and people on certain Twitter lists or anyone who mentioned a certain (interesting to you) #hashtag in their tweet.

3. SocialOomph (https://www.socialoomph.com/)

SocialOomph is another ‘freemium’ tool that allows users to pre-prepare their tweets for posting, expand their Twitter profile, follow specific keywords (#hashtag) and much more.

4. Triberr (https://triberr.com/)

It brings together a community of like-minded users in one place. It allows you to join ‘tribes’ of like-minded bloggers, thereby increasing your reach on Twitter.
Simply include the RSS feed of your site and members of your ‘tribe’ will share (tweet) each of your new posts. As a member, you can set up automatic tweeting of articles by other members of your ‘tribe’ on your Twitter wall, or choose to do it the old school way and post articles (after your own review and approval of quality content) to your Twitter yourself, manually.

⇒ Summary of all the interesting tools, gadgets and apps for successful Twitter marketing:

Twellow (https://twellow.com)
Dlvr.it (https://app.dlvrit.com)
Commun.it (https://commun.it)
Crowdfire (https://web.crowdfireapp.com)
Tweepi (https://tweepi.com/)
Buffer (https://buffer.com)
Hootsuite (https://hootsuite.com/)
Paper.li (https://paper.li/)
SocialOomph (https://www.socialoomph.com/)
Triberr (https://triberr.com/)
Bitly (https://bitly.com/)

I invite you to read another one of our articles on the topic of digital marketing. And for step-by-step video tutorials, check out our hands-on e-courses.
Find out more about them at https://www.martin-orange.com/e-courses/

The post Twitter marketing appeared first on Martin Orange.

Facebook advertising

admin — Fri, 24 Apr 2020 10:22:32 +0000

Through the article we will discuss Facebook advertising and learn how to:

create Facebook Business Manager,

create an Ad account,

install Facebook Pixel,

create a Facebook Event,

create your first campaign in Facebook Ads Manager,

create your first Facebook ad,

+ BONUS tip.

Create Facebook Business Manager

The right way to start advertising on Facebook is to first create a Facebook Business Manager.
It’s relatively new on Facebook, so you might not find this step in older tips. In some cases, you can still bypass this step, but since Facebook has given special importance to this tool (it makes it easier to separate bad accounts from positive ones), it is best to get used to it immediately. Sooner or later, the use will be mandatory for all advertisers.
Create a Facebook Business Manager at business.facebook.com. The window you see in the image below will appear. Click “Create Account”. In print screens, the settings on Facebook will be displayed in English. Therefore, if you don’t have Facebook set to English you’d better change the language by visiting your personal Facebook profile. Look at the bottom of the left column (below the pictures of your Facebook friends). There you will see different languages. Choose English.

In the next step, you will need to log in to your personal Facebook account and then (picture below) you will specify the name of the “Facebook Business Manager Account”.

Fill in the remaining information required by Facebook Business Manager (about your company).

You have created your Facebook Business Manager. This is what its main view looks like. From here, you will have access to all the parts you will need for advertising.
In the menu on the left, we will access all the important parts of the “Facebook Business Manager”.

How to create an Ad account

Your next step will be to add an “Ad Account” or your advertising account. Click on “Add Ad Account” below. A window will open and you will have two options. If you already have an Ad Account, you’ll just add it in this step, but if you don’t have one yet, you’ll create one in this step.
In our case, we will act as if you do not have an Ad Account yet, so you will click on the right button “Create Ad Account”.

In the next step, you will choose a name for your Ad Account, time zone and currency with which you will do business. Be very careful to choose the right time zone and the right currency because you will not be able to change this anymore. Initially, you will only be able to create two Ads Accounts. By investing in advertising, you will be able to create up to six advertising accounts. Click Next.

In the next step, you will add a user (that is, the person you added when you opened the Business Manager, and assigned rights to them. Given that this is you, you will add all the rights that Admin status brings. Never give Admin rights to others (unless you really trust them personally). Click Next.

You will then add your Facebook page to Facebook Business Manager through which you want to advertise. In this case, we will assume that you already have a business page and are its admin, so you will select the first option (Add Page). If you don’t have your Facebook page yet, select the “Create page” option and follow the steps.
If you selected the first option (Add Page), you will now need the URL of your Facebook business page. You can find the URL by visiting your Facebook page and copying the complete web address (e.g.: https://www.facebook.com/martinorange).
In case you have multiple Facebook pages, you will need to select the primary page. If you only have one, this will of course not be necessary.

When you complete this step, you will return to the home environment of your Facebook Business Manager.
Before you can start advertising, you’ll need to add a mean of payment, so we’ll look at this step in the next step. In the menu on the left click »Business settings.

You will be redirected to the “Business settings” environment.
Now click “Add payment”. You will see the option to add a payment method – click the blue Add button in the middle of the page.
In the next step, enter your credit card information or add your Paypal account.

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How to install Facebook pixel

Before we focus on the Ad Manager and start creating ads, we have to do one of the most important steps. Create and set up Facebook Pixel.
First, make sure you’re in the Business Settings environment. Click on “Data sources”, “Pixels” and “+ Add” in the middle of the page.

Select the second option: “Set up the pixel now”.

If the website on which you will install Pixel is made on a CMS WordPress, Shopify or one of the other supported platforms, you will be able to choose the first option.
Those of you who know how to manage your website yourself will choose the second option, and paste the Pixel code as high as possible into the code of the entry website.
In the third option, the easiest way for most, you send the Pixel code to the administrator of your website. They can paste it directly into the code of your entry website (this is only suitable for simple websites without an online store or with just a couple of products).
Is the offer on your site extensive?
If you have a large website or online store with many products, you should use the Google Tag Manager tool. In this case, install only one code on your website – the GTM code. Install all other tracking codes (e.g. Facebook Pixel, Google Ads Tag, LinkedIn Tag, etc.) directly into Google Tag Manager. Install the Pixel code into the GTM program. Read more about it in the article about GTM on our website.
Let’s look at the first option:

In this step, you will first select the platform on which your website was made. If it was made on the WordPress platform, select WordPress at the bottom of the page. A window like this will appear:

When you click Continue, you have the option to download the plug-in that you will install on Worpdress.
Now, log in to your WordPress site.
In the left menu, click “Plugins” and “Upload Plugin” at the top of the page. Then click “Choose Your File” – the option appears somewhere in the middle of the page. Select the file you uploaded from the Facebook page in the previous step.
In the upper left corner, it will say “Plugin installed succesfully”. Click “Activate plugin”.
Facebook will guide you through the process when you click “Continue”.
You will come to the Test events function in which you check if the “Pixel” is working properly.

After clicking “Send Test Traffic”, a green dot should appear stating that the Pixel is working properly. The following window will appear (below).
Now you will set certain “events” that will help you separate visitors into those who just visited the site, and those who have done something more, e.g. enter their email address, added a product to their cart or bought the product.
Click on “Test Events in Events Manager”.

How to create a Facebook event

Now Facebook will automatically redirect you to “Events Manager”, which is part of the Facebook Business Manager. Set up at least four basic Events on your website:

page visit,

product added to cart,

e-mail address acquired,

purchase of a product.

PAGE VISIT

For option 1. (URL Contains) write down the domain name e.g. Mypage.com.
For option 2. (Name), type “Page visit Page name”.
For option 3. (Category), check “View content”. Leave the value blank.

AQUIRED EMAIL ADDRESS

For option 1. (URL Contains) write down the domain name e.g. Mypage.com/contact*.
For option 2. (Name), type “E-mail address recieved”.
For option 3. (Category), highlight “Contact”. Leave the value blank.

PRODUCT ADDED TO THE CART

For option 1. (URL Contains) write down the domain name e.g. Mypage.com/cart*.
For option 2. (Name), write “Product added to cart”.
For option 3. (Category), check “Add to cart”. Leave the value blank.
* Add a product to the cart on your page. You will get a new URL. Copy the part of the URL that is the same for all products added to the cart. You then copy this part of the URL and paste it into the “URL contains” field.

PURCHASE OF THE PRODUCT

For option 1. (URL Contains) write down the domain name e.g. Mypage.com/order-recieved*.
For option 2. (Name), type “Purchase”.
In option 3 (Category), select “Purchase”. Leave the value blank.
*This time, however, you will need a part of the URL that appears on each thank you page after purchasing the product. One of the usual components of a URL in this case is thank-you-for-purchase.

“The most important conversion is, of course, ordering the product.”

Your Facebook Pixel will constantly learn about the type of person that usually adds a product to their cart or buys your product.
Once Facebook has received data on at least a hundred cases where site visitors have added a product to their cart, you will be able to create a Lookalike target group Add to cart: you will specify e.g. 5% of all people who use Facebook in Slovenia and have similar characteristics and interests on Facebook as people who have added a product to their cart in your online store.
Once you reach about a hundred purchases, however, you will be able to form a Lookalike group Purchase for people who are similar to your customers in terms of their characteristics, interest, behavior, and purchases. Then Pixel takes over the design of the target group itself and this is usually more effective than your target group settings.

When you have finished adding the first “Custom Conversion”, click on “Custom Conversions” on the left and then “Create Custom Conversion” on the right.
You will come to the same window as in the previous step.
Repeat the process for all conversions you want to set.
Thus, the Facebook Pixel and events are set up and you can continue to create target groups, or you start creating ads and design the first type of target group (by characteristics) while creating an ad campaign.

How to create your first campaign in Facebook Ads Manager

To access the “Facebook Ads Manager”, click on the icon of the square consisting of circles in the upper left corner of the “Business Manager”. A window appears, which is the main menu of the “Business Manager”. Select “Ads Manager”.

When you first visit Ads Manager, you will of course agree to the rules of advertising on Facebook. Click “Accept” since you simply have no other option.
You are now in the “Ads Manager”. Let me introduce it to you briefly.
On the left you will find a menu with access to “Account Overview”, “Campaigns”, “Ad Set” and “Ads”.
It is very important that you understand what each section means.
In the “Account Overview” you have a complete overview of the joint advertising. At the very beginning, of course, there is no data here yet.
Next, we need to understand the difference between “Campaigns”, “Ad set” and “Ads”.
Before you can start advertising, you must first create a Facebook advertising campaign.
You can create one or more Ad sets in it.
In the ad group (Ad set), you’ll define your audiences, ad goals, and advertising budget.
Then you can add multiple Ads to each Ad Set.

CREATE YOUR FIRST FACEBOOK ADVERTISING CAMPAIGN

Select “Campaigns” from the menu on the left and click “Create Campaign”.
A window will open in which Facebook asks you if you want guided creation (left) or standalone (right).
Given that you will need to know the platform independently enough sooner or later, we recommend selecting the right button (Quick creation).
A window will appear (shown below). Such a window will open regardless of whether you are creating a campaign, an ad group, or an ad.
In this step, we will focus on creating the (first) campaign.
Please specify a campaign name first. The name should be descriptive so you know which product it is advertising and what it contains.
There are several goals available for ”Campaign Objective”. For the purposes of this article, we will select “Conversions”. It makes sense to choose this goal only when you have already created a target group through advertising.

What do the campaign settings ”Split Test” and ”Campaign Budget Optimization” mean?

FACEBOOK SPLIT TEST

Use with the first campaigns to test ad campaigns. This setting allows you to test which audience responds better, which ads are most effective in achieving your campaign goals, which ad placements are performing best, and so on.

FACEBOOK CAMPAIGN BUDGET OPTIMIZATION

This feature allows you to automatically switch your available budget from less successful audiences to more successful ones in your advertising. And the same goes for ads. So you don’t need to think about how much money you would spend on which ad because Facebook does it automatically.
I will not choose any of these options for the purposes of this article. So in the bottom corner I click on the “Save to Draft” button.
Then click on “Ad Set” in the left menu.
In the next window, select “Create” and click “Save to Draft”.

How to create the first ad group setting
- Ad set

As mentioned, in this step we will set the “Ad Set” or settings of target groups and budget.
Thus, the name of the “Ad-set” has to contain some key information that you will choose here, for an easier review later. Usually, the name of the main target group and some of its characteristics are chosen for the name of the Ad Set.
The name of the Ad set will look something like this:
Women 25-45 | Ljubljana D + M (Desktop + mobile) 5eur (Daily budget)
Our goal will be to test which settings work best, so we recommend that you try more settings. The names of the other Ad sets you create might look something like this:
Women 25-45 | Ljubljana page visit | D + M | 5eur
F + M | 25-45 | Ljubljana page visit | D + M | 5eur
F + M | 25-45 | Ljubljana basket | M | 5eur
…
Now let’s look at how to determine the settings of an individual Ad Set:

CONVERSIONS

In case conversions are the goal of your campaign, you will choose the type of conversion for which Facebook will optimize the ad campaign. This is a very important decision.
You cannot successfully use the “Purchase” or “Add to Cart” conversion at the very beginning of advertising. Therefore, I recommend that you pick conversion goals across multiple campaigns by going from “Pageview”, “Lead”,“Add to Cart”, and the last one “Purchase”.
Facebook Pixel therefore needs to be taught and with such an approach, it will determine the profile of your ideal customers through several well-planned campaigns.
Facebook is capable of effective optimization and this is one of the key steps on which the success of your campaign will depend.

BUDGET & SCHEDULE

In the next step, set the campaign budget. You can choose between daily or lifetime budget.
The usual choice is to set a daily budget. But how much should you invest in advertising?
I suggest you start with small stakes and test the response.

TARGET GROUP SETTING IN FACEBOOK ADVERTISING

Audiences are probably the most important part of advertising. When your audience is set up correctly, you can expect advertising success. And vice versa in case this is not the case.
Target groups are divided into:

Custom Audience,

Lookalike Audience,

and Saved Audience.

SAVED AUDIENCE

Once you start advertising and you have not yet had any visits to the website and the Facebook Pixel is not yet installed and various custom audiences haven’t been created, the only option you have is to create the, so called, Saved Audience.
So select “Create new audience”. (1.) (see picture below)
To define your audience, you first select a location. It can be an entire country or just a single city or several cities. For cities, you can also select a radius around the city e.g. city and 10 km outside the city. Or 20 km around the city. (2.)
You then select the age of the audience you want to target, e.g. from 25-50 years. (2.)
Then determine the gender of the target group. You can target both men and women. Or just men or just women. (2.)
And now follows the most important part of defining your audience: determine the interests of your audience. So what your target group is already interested in or is characterized by. (3.)
You can choose interests from demographics, family relationships, entertainment, parenting, sports, food, drink, shopping, fashion, technology products, and more.
I suggest you start by typing a keyword in the box. If you want to, for example, target dog owners, type the word “dog” in the search box. Facebook will then suggest interests, pages and groups related to the keyword. Of course, you will need more imagination and, above all, do a lot of testing.
In order to be able to choose the interests of your target group correctly, you first need to know your target group very well.
But in this step, pay attention to the size of the audience. One of the biggest secrets of advertising on Facebook is the optimization via the Facebook pixel, which means that the ad will be optimized only after e.g. 5-10 days of uninterrupted advertising.
It is good that the size of your target group is at least 50,000 or better yet, 100,000 people.
Then click “Show more options”. You can now select the language and connections. (4.)
Choosing a language does not mean which language they actually speak but in which language they have their Facebook profile set. Attention! Selecting only one language will exclude all other languages.
You can also select Connections. Here you will select “People who like your page” when you decide to advertise to people who are already your followers, so the ad will achieve a bigger “Reach”.
As you probably know, most fans don’t see your Facebook page. By selecting this option, you can show your ad to as many fans as possible. Of course, this only makes sense if you have a lot of quality fans.
Once you’ve created a group, you can save it (“Save this Audience”) to access it while creating other ad campaigns by clicking “Saved Audiences”.

Where will the ads appear? This is determined by Ad placements
You will now choose exactly where your Facebook ads should appear. In addition to various positions, they can also be displayed on Instagram, Messenger or with external Facebook partners (various websites or mobile applications).
You can choose from the following ad placement options: (1.)

AUTOMATIC

This option means that your ads will appear in all possible positions. With test campaigns, you’ll find out which placements work best for you.

EDIT

To specify individual placements, select the “Edit placements” option (1.). This allows you to pinpoint exactly where you want and where you don’t want your ads to appear.
If, for example, you only want to advertise on Instagram, select only Instagram, and exclude all other platforms. This is only as an example, for ease of understanding.

TYPE OF DEVICE (2.)

You can also specify whether ads on Facebook should appear on computers (both desktops and laptops) and mobile phones. Or just on smartphones and tablets?
If you select only mobile devices, you can then further select whether the ads should appear only on smartphones with the Android system and / or even on iOS smartphones?
Those who know their target group very well can also choose versions of Android or iOS.

PLATFORMS (3.)

There are four platforms: Facebook, Instagram, Messenger and Audience Network.

PLATFORM PLACEMENT (4.)

You can now specify even more precisely where your ad should appear on a single platform.
The main ad placements are divided into:

»Feeds« or timeline (on Facebook and Instagram)

»Stories« (on Facebook, Instagram and Messenger)

Suggested videos or »In Stream«

»Messenger Inbox«

»In-article«

»Apps and Sites«

It is very important that you determine through testing which of the placements work best for your target audience and your ad. It is better to choose fewer placements and dominate there than to scatter your budget among multiple placements and get lost in the flood of competing ads.

And we came to the last step, in setting up an ad group or “Ad Set”, namely “Optimization and Delivery”. Here, I recommend that in case you optimize the “Ad Set” based on the Pixel, which you selected in the second step, leave the settings as they are already defined.
You have almost completed the settings for this Ad Set. Only check if its name matches the actual settings and then complete the process.

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How to create your first Facebook ad

The creation of a Facebook ad is finally here.
In the menu on the left, select Ads and then “Create Ads” in the middle.
A window will appear in which you select for which “Ad Set” you want to create an ad.
The name of the ad should also be descriptive so that you always know what the ad is advertising.
A window will appear as shown in the image below.
Selecting “Create new ad” will mean that you will create a new ad. However, you can use an existing ad to advertise. (1.)
I will describe the process of creating a new ad.
Upload a picture or video. Image must be larger than 600x600px. (2.)
Once we’ve added an image or video, it will appear on the right side of the form under “Ad Preview”. This way, you can keep track of how your ad will look on a single platform.
It is very important for photos that they do not contain any text. Officially, text can cover 20% of the photo, but in reality this is not the case.
Photos with less text will also look less advertising and more natural.
Once the photos have been uploaded, they need to be cropped to fit the individual placement. So next to each photo, click Edit and make a crop of the photo.
Photos for ads on Facebook and Instagram stories should be upright. For each placement, Facebook gives you instructions on the required photo size.
When uploading a video you’d like to use in Facebook ads, it’s important to choose its thumbnail. When to the uploaded video find Customize Video.
This gives you the option to crop the video, cut out individual scenes, write subtitles and add a thumbnail. The thumbnail should be without text or as little text as possible. A video with more text in the thumbnail will have less reach or will even be rejected. I recommend uploading a special photo (not a screenshot from the video) as a thumbnail.
Best of all, the video is fully edited before you upload it to Facebook Ads Manager.

AD TEXT (3.)

It is necessary to write:

Ad text (»Primary text«),

Ad title (»Headline«),

and a description of the content of the ad (»Description«).

The easiest way to see where something appears is in the preview of the ad on the right.
You will see that, for example, the display of the ad in the »Desktop news feed« shows more text than, for example, »Mobile news feed«. Therefore, customize your texts so that the message is clearly visible on all platforms where you will be advertising.
When people see the ad, they first look at the photo. Then the title.
Write the ad title first. With the title, remind of a problem or benefit for the customer. The goal is to get people to start reading the ad text.
The ad text should initially focus on the problem / solution for potential customers.
The goal is to get people to read the ad and to click on the link. Sales then follow on the website. Use emojis for greater visibility and expressiveness of the text. Use direct marketing knowledge when writing texts.
If you want your ad to show on Instagram, you must not write more than 2,000 characters of text.
If you scroll down the center column where you’re currently editing your ad, you’ll be able to adjust it further:
“Destinations” or the URL of a web page that opens after clicking on the ad. So paste a link to the (sub) page you want to advertise.
“Languages” oz. Translations. If you would like to make one ad suitable for different countries or languages within the country, edit the texts here. With ad translations in in one country you can target foreigners, tourists or students from abroad.

“A photo attracts attention. The title convinces you to read the text. The purpose of the text is to convince you to click on Read more. The mission of the text is to prove that we can solve a potential customers problem. We close the sale on the landing page.”

Next we set up “Tracking”. Here you just choose your Facebook Pixel.

Congratulations!
You can now click “Publish” and publish your ad.
This does not mean that the ad will start playing immediately, as it must first be approved by Facebook.
You can check whether the ad is still under review or approved or even disapproved in the left column under “Delivery”.
You clicked Publish, but that doesn’t mean the Facebook advertising story ends here. In fact, it’s barely starting. You have learned the basics and have the knowledge to have the potential to run a successful advertising campaign.
You will only achieve excellent results through testing.

How to test Facebook ads

It mostly depends on what you want to achieve through Facebook advertising. Do you just want to warm up the audience? Do you just want to achieve greater reach for your posts? Do you just want to increase the number of followers? Or is your purpose selling a product?
Given that we cannot go through all directions here, I will suggest a basic strategy when you are interested in selling a product in this article. I will only describe the basic steps, as the whole process is quite detailed and depends on many variables.

TESTING OF AD GROUPS OR AD SETS

We create 5 different Ad Sets with a budget of € 5 per day for each Ad Set. Each Ad set contains the same ad. Then we advertise approximately one week. The goal is to determine which target group or Ad set responds best.
We set a higher budget for the winning Ad Set (or two), e.g. 25 € per day.
In the Ad Set, we create 5 versions of the ad (with different texts, photos, videos). We advertise again in a week or so. Depending on the results, you choose one or two of the best performing ads.
You are now ready for a real ad campaign. You have the best target group or Ad set and best performing ads.
In the “estimated daily results” box, you can also see how many people will potentially see your ad with the currently selected budget. If the number of these Facebook users is 3,000 a day and your target audience is 100,000 people, it will be necessary to advertise for a month or so before everyone sees the ad. But after about three weeks of advertising, the price per impression will rise as the number of those who have not yet seen the ad will decrease.
In a way, it’s therefore easier to operate in markets where target groups of 300,000 people or more can be formed, because a successful ad can be left to run continuously for months.
Here are some more important tips:
Do not modify an ad that works well. To try other settings, create a new one or duplicate an existing one.
When you find the settings or campaigns that work copy them.

LOOKALIKE AUDIENCE

Once we have been advertising for a while and diligently filled the Facebook pixel, and collected at least 100 occurences of an event – in the best case of a purchase, we will be able to create “Lookalike” groups.
Thus, you can, for example, create a target group of 1-10% of people who use Facebook in Slovenia and are similar to your customers.

“In marketing, the most important thing is to whom you want to send a message about your offer. That’s why creating a target audience is probably the most important part of Facebook advertising.”

We wish you pleasant exploring of Facebook advertising. Despite the fact that the article is very extensive, we were not able to cover all the breadth and especially important details related to Facebook advertising.
So first do it in practice and test what you read in the article. Then you can read some more articles we have prepared on this website. Knowledge and experience from practice will lead you to real success, which will be shown in your satisfied customers, a high positive balance on your bank account and a sense of personal satisfaction.

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.
Find out more about them at https://www.martin-orange.com/e-courses/

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