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Content and engagement on your Facebook News Feed

SOCIAL MEDIA FEBRUARY 5, 2018ALL MARKETERS FREAKED OUT WHEN FACEBOOK MADE THE ANNOUNCEMENT THAT THEY WILL CHANGE THE NEW FEED ALGORITHM. AGAIN.

Well, of course we freaked out. Every time a big platform on which a marketer (myself included) relies on changes something, you can hear their strategies tear into millions of pieces.

And this got me to my belief: The right thing to do is creating a multi channel/platform strategy, not relying on a single one.

But let’s get back to Facebook’s News Feed and see why this change isn’t so bad actually.

In fact, it’s a really good change for marketers. Bear with me, I’m explaining everything below.

1. Your content will make the difference

Do you remember when Bill Gates came with the idea “Content is King”? From that time, every content marketer uses this statement as a tattoo worthy one. Now apply this idea to your online strategy.

• What you write on a blog is a type of content
• Display ads can be also be a type of content
• Tweets are another type of content
• Instagram Stories are different from what we used before, but they’re also a type of content

So everything you put on the internet, weather it’s for organic reach or paid, it’s a type of content: text, photo, video, graphic… everything.

Now let’s get back to the Facebook News Feed change. When you share something on Facebook you want people to react to it, right? Especially when we talk about marketing and brands. You are sharing it not just because somebody told you to do so. You believe that sharing great stuff will make your brand look cool, that people will engage with it and you will be a winner in the marketing game.

But not anymore. Facebook simply said it in their press release that you have to create content where people are engaging with it

Page posts that generate conversation between people will show higher in News Feed.

And if you are a marketer you must know that this will be a real challenge.You will have to work A LOT on that specific content.

So when you want to publish a photo or a video on Facebook you should think about the following two things:

• Whether it will create a conversation
• Whether people will react to it or not

That means that you will have to work more than before if you want to create some engagement. And yes, this might mean a full 8 hour day work for one single photo on Facebook.

Why? Because it’s a long term shoot. If you create one single visual today that will bring you 10 likes and 2 comments, tomorrow you post a video that will bring you 7 likes and 3 comments and the day after that you create a gif that will bring you 13 likes and 5 comments, it will show your community that your content is engaging enough to trust you and react to your posts.

What are the top factors Facebook is looking at when we talk about engagement?

In the photo below you will see what is high-priority to Facebook’s new algorithm:

1. Time: When the content is published and how much time people spend on it
2. Engagement: Number of comments/reactions on the posts (also multiple replies)
3. Private conversation: Sharing a link over Messenger

So back to our idea (or better said – Bill’s) “Content is King”.

This (the change) will give more  importance to content and Social Media marketers should learn not just how to work with social media platforms but also how to create engaging content.

2. Experiment everything

Now is the time when you have to experiment everything.

And when I say everything, I mean everything you have on Facebook: Facebook live, Facebook notes, Facebook messenger, Facebook Groups, Facebook Events and Facebook Instant Articles. Oh, and let’s not forget about Facebook Advertising (but this is another topic we will talk about in another post).

Why do you have to experiment everything?

Because this will show you which of the pieces of content you post bring you the most reactions on your Page.

It’s not about how many likes your Facebook Page got, it’s about how many people who liked your Page engage with your content.

But don’t get caught in the idea that you have to analyze your public engagement, such as likes, comments, shares on posts.

Facebook is measuring your impact on their platform.

That means that they are looking at how long is taking you to reply to a message in your inbox. Or how many reactions you got in your Facebook groups.

So to be more clear, you have to take a closer look at everything you do on Facebook.

Even if it’s something public like a Facebook Photo, Facebook Live or something private, a comment in your Facebook Group or a fast reply on your Messenger.

Another reason why you have to experiment is because when Facebook is launching new features they are looking at how Facebook Pages interact with them. And I believe that Facebook is pushing these features to everybody so they can analyze people’s behavior.

Experimenting new features will allow you to understand your followers’ behavior.

Maybe they want more videos or more Facebook Notes from your brand. And you don’t know when you try it, experiment it and then measure the results you got.

3. Work on your notification strategy

Before you quit this article because you read this headline, please give me 30 seconds and continue reading it to understand what I’m saying about “notification strategy”

What’s the first thing you check when you login on Facebook? Be honest. And I will also be honest and answer this to everyone reading my blog: I’m checking my notifications.

Yes, these little simple red bullets with numbers in them. Why? Because this is my behavior. Over time, Facebook has created this user behavior so every time we log in, we check our notifications. Even if we talk about notifications on our timeline, on our Friend Requests or Messages. These are all some kind of alerts that are making the user click on them.

Also, these notifications are a great strategy that mobile apps are also using. Just unlock your phone and see how many notifications you have from before you started reading this article.

And I bet you will check them.

Because this is our behavior.

Some may call it – FOMO – Fear Of Missing Out. But I call it simple – our behavior.

Now let’s get back to Facebook.

When you create content that people love to interact with, you can ask them to check the Following button on your Page and select “ON”. That way, they can be notified whenever you post something on Facebook.

And this gives you, the brand, a very big responsibility, because they trust you enough to give you exclusivity to their attention.

So you’d better create some awesome content for them!

Also you must know that there are 2 types of content that brands can create which notify users:

Facebook Live and Facebook Groups.

Even Facebook has mentioned in their press release about this:

Live videos get six times as many interactions as regular videos, on average. Many creators who post videos on Facebook prompt discussion among their followers.

So this gets me to the second point of this article: experiment everything. Even if you have never tried Facebook Live so far, you have to do it now.

4. Let’s bring some money in the game

Do you know that Facebook’s promoted posts are still display advertising? They are –  only that they use Facebook as the inventory where the ads are displayed. They look like banner ads and behave like banner ads.

It’s just a matter of where the content is published and promoted.

So why is this chapter relevant for our topic? Because of Facebook is telling you in short words:

If you still want your content/brand/product to be published, but you don’t know how to create engaging content, then use our promoted posts.

That means you gotta bring up some money in your content.

If you are not good in content creation then start working on your content distribution.

It’s so simple. You don’t have to be an awesome content creator and you don’t have to use all the features if you still want your content to be seem.

All you have to do is boost your content to your target audience.

That’s about it! If you want to learn more about Facebook Ads and how to boost your content to your target audience, I’m recommending you to check out Jon Loomer’s blog.

Conclusion

So what should Facebook Page admins and Social Media marketers do following recent News Feed changes?

Matt Navarra posted this photo on his Twitter feed from Facebook’s News Feed webinar for publishers:

• Promote meaningful content and interaction

• Focus on your audience

• Avoid “engagement bait”

These are my 2 cents on Facebook’s new changes in its News Feed.

And remember that Content and Engagement go together just like peanut butter and jelly! Only you must know the recipe first!

VISUAL MARKETER AND CONTENT STRATEGIST

HTTPS://ROBERTKATAI.COM/FACEBOOK-NEWS-FEED/HTTPS://ROBERTKATAI.COM/FACEBOOK-NEWS-FEED/

Digital Marketing Trends for 2018 event with Lever Interactive and Google

Google's digital marketing trends for 2018...enjoy!

What's hot and what's not with Facebook advertising this year!

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What's hot and what's not with Facebook advertising in 2018..

Facebook is evolving further still in 2018. This evolution includes both new features and shifts in the way business will be able to use Facebook ads to reach prospective customers.

Facebook uses ad formats to keep customers on their platform whilst interacting with your brand, like a symbiotic relationship. So, if you can understand Facebook's user experience goals then you can maximise your brand exposure.

For example, Facebook autopopulates users' profiles with information from in-app lead capture forms. This feature dramatically reduces friction in your marketing funnel, encouraging more prospects to convert by simplifying the process through the need for less landing pages. This has led Hubspot to speculate that Lead ads can “skyrocket conversion rates and make mobile ads more effective for B2B marketers.”

Learning how to make the most of these changes will be an important target for all small businesses, so let's find out how you can improve your marketing funnel and hopefully find more leads than ever in the coming year.

As I've posted before Video Ads are hot right now

Did you know that altogether, Facebook users watch over 100 million hours of video a day both paid and organic video content.

On average, videos on Facebook get 135% more organic reach than photos.

So by creating more promotional assets as videos, you can potentially improve reach and engagement on paid posts. It also makes your message more memorable as people remember video almost seven-times better than they do text.

There is a now a wider range of Ad Types

As well as video ads, Facebook has the following ad formats which enable marketers and small business owners to accomplish specific business goals.

• Carousel ads can use multiple images, multiple sales offers, or multiple USPs in one go, providing a richer experience and a more compelling CTA.
• Slideshow ads use lightweight video to load faster and intrude less on the browsing experience. They can be a great transition for small businesses looking to create more video.
• Collection ads allow users to browse through multiple products or informational pages in-app. This grows awareness while generating less friction compared to an outbound link.
• Canvas mobile Facebook ad formats transform your ad from a single video or image into a full screen, scrolling experience. Use them to showcase high-quality assets or nurture prospects further along in the buy cycle.
• Dynamic ads can use a single ad template to promote several products or create customized pitches for different segments. These ads maximize relevance and returns while helping you A/B test more quickly.
• Link ads include a prominent, customizable CTA button to direct prospects to a landing page or offer. They encourage action, increasing conversions.
• Lead ads incorporate a lead capture form directly in the app! We’ll explain the significance of this ad type and similar formats below.

Remember Facebook is Designed To Keep People On Its Platform.

Changing the organic reach of your posts have increased paid advertising on the site

The introduction of the 'explore' feed and the removal of organic feeds upset many who use Facebook for business.

These Pages have already seen dramatic drops in reach over the past few years. With fewer people seeing their content appear on its own, these Pages must now use funding paid Facebook advertising campaigns in order to increase exposure.

You can use these paid features to select your ideal customers' characteristics and therefore remove those who are unlikely to buy your product, thereby increasing your conversion rate and your overall returns.

By funding a paid ad or promoted post campaign, you guarantee your content a sizeable audience which you can fine tune to maximise relevance and therefore your ROI. Some might argue that this is an improvement.

Remember you need to define your ideal customer personas carefully. Include behavioural, demographic and psychological characteristics:

• their roles, job titles
• who they report to and whether they have decision making authority, if not - know who does.
• age, education, location (city, suburb, rural), years in the role
• highest job priorities/responsibilities
• top problems /'main pain' their company faces
• perceived problems associated with this problem
• possible actions they may have taken already to resolve this problem

Make sure you research your customers carefully in order to maximise your Facebook Advertising strategy, then combine with other digital marketing practices for maximum gains.

By Sarah K

Information on ad formats supplied by: 

http://b63line.com/2018-trends-facebook-advertising/

Simple tips to increase traffic to your website

Get More Traffic to Your Website With These Simple Tips

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BY BRIAN EDMONDSON


Updated December 30, 2017
Unless you live the life of an Internet hermit, getting targeted website traffic is the lifeblood of your website. Bringing like-minded people into your world is a great way to share your views, insights and thoughts on any number of topics. Whether you do it for strictly business or social purposes (or both), traffic generation is a great personal motivator and gateway to online success.
So, how do you get eyeballs in front of your website? Experience shows us that no one method guarantees success. However, the five (5) techniques listed here are a good starting point for your Internet journey.

• 01

   Get Active on Social Media

  
  

  

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  While most people use social media to get updates and share content about news, sports, entertainment etc., others are truly engaging their audience and participating in various community groups. This is a winning strategy for enhancing your online reputation and getting more people to your website. 

  Another great way to leverage online communities is to use forum marketing to get more traffic to your website.

• 02

   Create and Host Online Webinars

  
  

  

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  Webinars have become a huge opportunity for online entrepreneurs and Internet marketers in general. They are easy to set-up; the modern version of the teleseminar.

  You can use social media marketing and follow up e-mails to get a targeted, hungry audience to your virtual doorsteps. It is a “win-win” scenario for everyone: the webinar attendee can hear and watch your performance from the comfort of their home or office; you and your expert guests can demonstrate and tailor messages that encourage participation and website visits.

  As a bonus, many webinar marketing services (such as GoToWebinar) offer archiving services, so that you can reuse the same webinar performances over and over again to attract more folks to your site.

  Note: You can see all of our webinar marketing articles here.

• 03

   Make Your Website Fast and Responsive

  
  

  

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  Find out the best ways to adapt to an increasingly wireless world. Gone are the days when only the desktop ruled. Given the growth of laptop, tablet and smartphone use, ensure that your website is mobile responsive and is functional, accessible and pleasant to look at on mobile devices.

  See also: How to Make Your Email Marketing Mobile Friendly

  You'll also want to ensure your website loads quickly. A fast response rate will keep users engaged and interested in your website. Technical aspects to be optimized include: page structure, image file compatibility, third-party plug-in functionality. Ensuring that you are hosting your website with a reputable web host will ensure it loads quickly as well.

• 04

   Attend Live Events for Learning and Networking

  
  

  

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  Perhaps ironically, one of the best ways to direct traffic to your website is to meet people in your niche at events. Not all conferences and seminars are created equal, so use industry contacts and affiliations to learn about the best opportunities. One or two major annual national events sprinkled in with informal local get-togethers are a good formula to follow.

  If you have a particular area of expertise that will be of value to attendees, why not offer yourself as a speaker/presenter at a conference? It will give you an opportunity to speak in public and demonstrate your value. Every live event is a great opportunity to drive traffic back to your website, get people onto your email list, and continue building your relationships online.

• 05

   Incorporate Video Marketing into Your Marketing Mix

  
  

  

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  We live in a visual society, so it behooves you to use video to attract new website visitors.  Video platforms like YouTube offer sophisticated techniques (e.g. tags) for encouraging direct click-throughs to you website.

  As a compliment to your traditional text and images, create instructional videos or provide helpful tips to viewers with a promise to offer more – if they sign up to your email list by going back to your website or landing page.

• 06

   Multiple Methods of Driving Traffic

  
  

  

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  Attracting more visitors to your personal or business websites can be achieved using a variety of valid Internet-fuelled tactics. Use as many techniques as required, although ideally you should master one or two methods before expanding into more traffic methods.

  You may also consider outsourcing and delegating your tasks, such as hiring a social media marketing manager.

  Traffic generation, along with copywriting, is arguably the most desirable Internet marketing skill for beginners to develop. Get started today and grow your list of website viewers!
• https://www.thebalance.com/get-more-traffic-to-your-website-with-these-5-simple-tips-2531785