The ROI of Facebook Ads

We know what you’re thinking: “Great. Another KPI I have to measure.” But understanding the ROI of your Facebook ads can help you make the most of your social media strategy, your PPC marketing, and — perhaps most importantly — your overall digital marketing spend. Let’s take a deeper dive on why ROI matters, how it works, and how to make it work better.

Facebook advertising can give you a better bang for the buck than nearly any other platform. After all, the average person spends six hours per week on Facebook, with some spending even longer than that. When it all comes together, a single ad can make your brand and your message go viral, reaching more people in more places than you ever imagined possible. But what about the times when you’ve labored over your headline, every last word in your script, and every last word in your video, only for your efforts to fall flat?

Why it Matters

Digital Sherpa recently cited a case study that examined a Facebook campaign conducted by shoe retailer Gravity Defyer. The company wanted to expand its demographic from its 45-50 year old core audience and reach more people, but needed their customer service to scale with the higher traffic. Through initiatives like giveaways, improved organic content, careful targeting, and rigorous testing, the company doubled its revenue in ten months and estimated a 450 percent ROI.

Measuring Facebook Ad ROI

Facebook Insights, Facebook’s own tool for measuring ad performance, is incredibly powerful. You can track reach, ad cost, website clicks (with cost per click), and conversions, all sorted by ad type. There’s a significant drawback, however: conversion data is only available for 28 days. If you’re running an ad over a longer period of time, that poses problems.

You can improve KPI measurement by tweaking your landing page, or integrating a tool like Zapier with your email provider. Other contact management systems and ecommerce solutions (like ConvertKit, SalesForce, and Big Commerce) often have these tools built in, or can add them easily via apps so you can monitor all your data from one dashboard.

Improving ROI for Facebook Ads

The fundamentals for improving Facebook ROI are similar to those you’d apply to other parts of your sales funnel. Namely:

•    Know your objectives

•    Target carefully

•    Optimize your landing page

•    Keep your design simple and free of distractions

•    Write pithy and effective headlines

•    Keep your visuals catchy and alluring

•    Make sure your call to action is clear, unambiguous, easy to find, and easy to act upon

•    Test, iterate, and improve constantly

 

Call HV Social Media for Expert Facebook Ads Support

Advertising is nearly as old as business itself. As the business landscape has changed, so too has the advertising landscape and the techniques available to amplify and expose your brand. Facebook represents a golden opportunity to reach new people — the right people, your people — in places and ways you couldn’t before. But that promise also comes with a challenge if you’re going to make the most of it. We can help you do just that. Contact HV Social Media for a consultation today!

Creating a Content Marketing Strategy That Fits Your Audience

You want a content marketing strategy that grabs your audience. Something that offers them value and keeps them coming back to your website or social media platforms. You want content that engages and converts. Unfortunately, knowing what you need doesn't exactly tell you how to get there. 

Great content marketing strategy has a few moving parts, but it's not overly complicated in reality. You need to know your audience. You need to understand where in the market your company is positioned. You need to be able to communicate in a language that resonates. It's not difficult but it is time consuming and it's all too tempting to just throw content out there and hope that it grabs attention. That's not the best use of your time, though. For effective online marketing, you need a content marketing strategy that will help you focus on your target market and keep track of your metrics in a way that inspires continued growth.

Basic Steps to Create an Excellent Content Marketing Strategy for Your Audience

While there are many tactics you can leverage to help boost your rankings, these basic steps should be at the core of your content marketing plan:

Knowing Your Audience

Everyone knows that they need to target their content to their audience but the mistake many make is in not taking enough time to really understand who their audience is. This portion of your strategy should include a good deal of research and it should be ongoing. Your core demographic may change over time and it's important that you always have a finger on the pulse of your brand. 

Targeting Your Audience

Targeting your audience is the next step in building great content. If you know who your audience is, you should be able to determine where they tend to go online and what type of content they prefer. Targeting your audience will help you decide which platforms to devote your time to and it can even dictate the types of posts and content you put on your own website. Each demographic has their own preferences in length of posts and types of formatting that can be helpful to know in catching their attention.

Listening to Your Audience

One great tactic in building your business is in letting your customer base tell you what they need. This open dialog practice lets you collect information on the types of problems your audience faces that need solutions. If you already know what they're looking for, you can basically develop services that are tailor made for the audience you have, making the conversion process much simpler.

Leveraging Contacts

Part of your content marketing strategy should include inbound links - they're an important part of raising your page ranking and building trust with consumers. One of the most powerful ways to build inbound links is in partnering with other experts in your field to provide content to their readers.

 

Building a good content marketing strategy takes time and means a lot of research. Knowing your market isn't enough. Your strategy should include researching the competition and continually checking your analytics to see which posts and content are gaining the most traction with your audience. This can be overwhelming for most small business owners. If you find yourself struggling, call the content marketing experts at HV Social Media!

Top 5 Tools to Help Craft an Effective Social Media Strategy

Nearly one-third of the world's population uses social media. What does that mean for you as a small or medium business? It means if you're not using an effective social media strategy to get your message out there, you're losing out on potential customers -- lots and lots of them. But it's not enough just to post on your favorite platforms regularly. Your posts have to capture the attention of  your target audience too. There are tools available to help:

1. Social Sprout

If you're looking for a social media management tool that lets you easily interact with customers across a variety of networks and platforms, Social Sprout may be the answer. It lets your social media team monitor your brand and respond to consumer mentions across the whole internet. It's everything everyone is saying about you all kept together in one, easy to manage space. Better still? It shoots back valuable analytics to help you streamline your campaigns. 

A premium Social Sprout account costs $99 per month and includes a 30-day free trial. 

2. TweetDeck

Is Twitter your primary focus? If so, TweetDeck's free social media management tool can't be beat. 

  1. It's free.
  2. It allows you to manage multiple Twitter accounts at once.

With TweetDeck, it's easy to follow and to respond to the most influential people who impact your business. Tweet, re-tweet, follow, favorite, add to lists, add to collections or direct message any Twitter user you want, all from one convenient dashboard.

3. Raven

And if you're more interested in tracking the success of your marketing campaigns across Facebook, Twitter, BingAds, Google Adwords and more, Raven is the management tool for you. Unlike Social Sprout and TweetDeck, Raven doesn't help you schedule social media posts. What it does do, however, is collect vital analytics across all the platforms you use and shoot them back to you in convenient, easy-to-read reports. Raven makes it easy to see what's working and what's not when it comes to your marketing content. And armed with this information, you can then tweak your campaigns to create higher conversion rates.

Basic Raven accounts start out around $99 per month and range upward accordingly. 

4. Iconosquare

Instagram users will love Iconosquare. Iconosquare helps you locate the major influencers you need to build a bigger brand across Instagram. It schedules posts and gathers and organizes platform content that's important to you, all while shooting back vital analytics to help you streamline your Instagram campaigns. Want to get the most use out of this groundbreaking platform that draws in a whopping 700 million users monthly? Iconosquare will help you do it. 

Iconosquare starts at $81 per year and offers a free 14-day trial. 

5. SocialFlow

Never know when to post or exactly what content influencers in your niche are following? Worry no more. SocialFlow does it all for you. Relevant across the four major social media channels -- Facebook, Twitter, Linked-In and Google+, SocialFlow takes your content and posts it at the exact right time of day to impact the most users. SocialFlow knows what content users are reading and when they're reading it, taking all the guesswork out of your social media marketing. 

SocialFlow uses an online contact form to share pricing. 

Let HV Social Media Do It For You

If your social media strategy isn't bringing you the results you want, try utilizing the tools listed here to up your game. Potential customers will be drawn in, and conversions will go up. This translates into more money for your business. If you're still struggling even after trying these tools, call the professionals at HV Social Media. We'll take your social media strategy to the next level!

5 Social Media Marketing Trends to Watch in 2017 and Beyond

Staying aware of the latest social media marketing trends allows you to craft compelling content that engages your followers and ensures people are actually listening to your messaging. From the rise of live video to the creative use of expiration dates and even a dash of augmented reality, here’s what’s hot in social media as we approach the halfway point of 2017.

Content with an Expiration Date

Snapchat leads the way on this one; by allowing content to expire relatively rapidly creates a sense of urgency - -the viewer has to watch now, or it could disappear forever. Providing content with an expiration date on social media, whether it is a video, infographic or image that will expire within a set limit of time or an offer, coupon or download that is only available for a short time compels users to click, buy or play now. Expect to see more content that arrives with an expiration date in mind; Instagram Stories already capitalizes on this technique and other channels are sure to follow suit.

Live, Realtime Video

If 2016 was the year of the video, 2017 is turning into the year of the live video stream. From everyday people who live stream on Facebook to businesses who stream events, debut new features and launch contests, live contintues to be a big trend in 2017. Part of the preference for live footage could be the rise of fake news; viewers who watch live may be seeking “the real thing” without the risk of being misled.

Augmented and Virtual Reality

It may not still be captivating everyone you know, but Pokemon Go opened doors for the use of virtual and augmented reality in every form of marketing, inluding social media. Facebook already acquired virtual reality innovator Oculus; both AR and VR engagement, advertisitn and marketing campaighs are likely heading your way soon. Augmetned reality is most useful in conjunction with a physical environmnet; expect big brands to offer increased AR opportunities in stores and physical locations – and to showcase these opportunities on their social media channels.

Mobile First

Google’s strong preference for mobile first content and increased value placed on social media search and posts can’t be ignored. Mobile traffic and usage is hotter than ever and social media marketing campaigns are increasingly aligned with the needs of the mobile consumer.

Increased Reliance on Automation

Increased interest in customized, personalized messaging and social media marketing means businesses simply can’t cope with all the tasks involved alone. Look to automation to make it easier to personalize messages and engage with followers. AI continues to become more sophisticated and an automated campaign allows you to track and serve content to multiple levels of users at once. Welcome the new arrivals, make sure your current followers are engaged and even tempt lost followers back into the fold; AI allows you to run multiple marketing campaigns with ease.

From serving up live, real time video to offering new technology like virtual reality and even boosting interaction with automation, there are plenty of new things to watch as the halfway point of 2017 draws near. Keeping an eye on the hottest trends in social media marketing ensures you don’t fall behind and that you are always on the cutting edge when it comes to reaching your prospects.

 

How To Market On The Popular Social Media Platforms

Understanding what each social media platform is used for, as well as the average daily time spent on the channel per user, is key to having massive impact with your social media marketing campaigns.

Youtube is the "long form" marketing channel where you should deliver longer messages (5+ minute videos are acceptable). Average daily time spent on YouTube 40 minutes. Founded in 2005, YouTube is one of the most popular video sites on the Web today. Millions of videos have been uploaded and shared here, ranging from movie trailers to amateur videos of cats. Anyone with an Internet connection can share content on YouTube, whether they be organizations with large budgets or an individual with a video camera. YouTube is owned by Google, and is one of their most popular peripheral properties.

Instagram is where you highlight your business. It is used to showcase products/events and is geared towards an older audience. Average daily time spent on Instagram is 15 minutes. Instagram is a social networking app made for sharing photos and videos from a smartphone. Similar to Facebook or Twitter, everyone who creates an Instagram account has a profile and a news feed. When you post a photo or video on Instagram, it will be displayed on your profile. Other users who follow you will see your posts in their own feed. Likewise, you'll see posts from other users who you choose to follow.

Snapchat is similar to Instagram but it is a niche (specific group) marketing tool and more popular with a younger audience. Average daily time spent on Snapchat is 25 minutes. Snapchat is both a messaging platform and a social network. It can't be used from the regular we and exists only as a mobile app you can download to your iPhone or Android smartphone. Users can “chat” with their friends by sending them photos, short videos up to 10 seconds long. You can sort of think of it to be like texting with pictures or videos. Text chats and video calls are two other features that were added more recently to the app.

Facebook is a hybrid channel that has features of all the social media channels. It is an easy place for most businesses to start and bring about direct action. Average daily time spent on Facebook is 35 minutes. Facebook is a social networking website and service where users can post comments, share photographs and links to news or other interesting content on the Web, play games, chat live, and even stream live video. Shared content can be made publicly accessible, or it can be shared only among a select group of friends or family, or with a single person.

Twitter is a loud form of media that is best for frequent posts, without becoming annoying, and a good place to test ideas. Average daily time spent on Twitter is just 2 minutes. Twitter and 'tweeting' is about broadcasting daily short burst messages to the world, with the hope that your messages are useful and interesting to someone. In other words, microblogging. Conversely, Twitter is also about discovering interesting people online and following their burst messages for as long as they are interesting.

Small Business Social Media Marketing Tips for 2017

Social Media Marketing Trends and Tips

The following is a list of trends and tips for social media marketers to leverage now.

1. Investment in Visual Marketing Will Increase

Most social networks have already launched their versions of live-streaming. Instagram Live, Facebook Live, and other networks like Blab and DubSmash support live video sharing. Live-feeds are becoming the “in-thing”. Even the US Presidential election updates were broadcast live by BuzzFeed on Twitter.

You can use live video platforms to engage you audience will near-tangible experiences. If you don’t have a Instagram & Facebook Live strategy, now is the best time to get one.

2. Personalization Will Become Priority

Today’s social media users are faced with ads and commercial content on multiple fronts. The receive information from multiple sources, and breaking through that barrier is becoming a tough task for brands and marketers. Personalization will help marketers slice through the chaos and reach only the people who matter.

Tracking consumers’ behaviors on social platforms and targeting them based on interests will become an essential part of marketing. Some social media marketing tools and apps are already incorporating features to support personalization and targeting. More technology solutions will appear in the time to come. You can target your high-potential market by posting content that only they can relate to, or by targeting them using data pulled from tools.

3. Brand Advocacy Will Grow Popular Among Marketers

Ad saturation is driving brands to look for alternative means to reach their target markets. Investment in advocate marketing has seen a steep increase (by about 191%) in the recent times. Micro-influencers could be the key to increasing your brand’s reach on social media, because they are more influential and credible than your brand can be.

Employees, customers and social fans are among the micro-influencers that brands are activating. There a quite a few great employee advocacy guides & case studies that you can look at for inspiration in building your brand advocate outreach programs. You can use an advocacy platform to build and run your brand advocacy program.

4. Native Content Promotion Will Expand

In Joe Pulizzi’s words, native advertising is content marketing’s “gateway drug”. The modern audience is wise to commercial ploys, and traditional advertising alone may not be a great option for branding your company. Native ads help you create awareness without disrupting users’ activities. Content delivered in this manner can help you connect with your audience without being too pushy. According to a study, native ads are set to to grow to $21B by 2018.

Content discovery tools, content distribution platforms and content amplification tools are interesting means to having your content shared organically on social media. You could use one of these solutions to have your content positioned where it can earn you some traction.

5. Marketing Automation Will Go Mainstream

Companies with constrained marketing budgets may have not used marketing automation until now, but according to a study, 92% of these companies are losing revenue because of that decision. 2017 may see business of all types and sizes adopt marketing automation. 91% of marketers are convinced that automation is an indispensable part of marketing.

Each social network is unique in terms of demographic and use-cases. This may force businesses to be present on more than one of them to keep consumers and prospects engaged. Managing social pages can be a time intensive task, without the assistance of a supporting social management tool. The idea is to use the tool to automate tasks that don’t require personal attention – like posting created content to multiple accounts and catching mentions of your brand. You can also curate content with a tool and take the final call on what to share. It all comes down to the extra-time that you can save to better invest elsewhere. Managing content on a central platform can also help you maintain consistency across different pages.

Social Media Marketing 101

H.V. Social Media sets up restaurants for social media success. By using industry best practices, we build stronger bonds between your restaurant and your customers over social media.

We make social media a place customers go to share with their experience with their friends and followers, bringing in new business through new digital word of mouth marketing. We activate your strongest brand advocates to spread their enthusiasm for your restaurant to their friends.
Social media helps keep your most loyal customers informed about promotions & events, along with promotions limited to social media. Many customers connect with you through social media just for that reason. We specialize in updating customers to your latest offers in an effective, exciting way, motivating customers to return to your restaurant.
H.V. Social Media adapts restaurant’s social media to its particular brand, so you can speak to your customers with a natural and valued voice. Finding the right mix of social media content that promotes, engages or connects customers with your restaurant is something that needs to be tailored to every restaurant’s brand.

Social media is more than just a Facebook Page and a Twitter account, especially for restaurants. We synchronize multiple social media together to provide coordinated social media marketing for restaurants.