Audience in facebook

How To Use Facebook Audiences To Grow Your Business

With more than 2 billion monthly active users, Facebook is, without a doubt, the most important social media network today. As marketers, it is impossible to ignore these statistics and the treasure trove of data these billions of users have given Facebook access to. Thanks to this insight, you can now create Facebook audiences that can help take your business to the next level.

Read on to learn more about how Facebook has turned this data into actionable data that has allowed marketers to cut through the noise and target the right customers at the right time.

With your standard pay per click (PPC) advertising model, marketers are tasked with making educated guesses (at best) about their prospective customer’s intents and habits. That means trying to find the keywords they’re most likely to use when searching for your service or product. Altogether, that limits a marketers ability to target potential customers and despite the best data, still involves some guessing and luck.

Facebook is different.

Because of the immense wealth of knowledge they have gathered from their users, they have given advertisers incredible control over who they are targeting, when they’re targeting them, and how they’re targeting them.

One quick thing: The Facebook pixel is a piece of code that needs to be installed on your site before you can take advantage of Facebook’s targeting options. Check out our post on the Facebook Pixel to learn more about it and how to set it up.

Now, let’s dive into Facebook targeting options.

Facebook targeting options are organized around “audiences.” You can think of audiences as the market(s) or persona(s) you are looking to target with your services, products, and marketing message. They allow you to target broadly or very specifically with options like age, gender, location, interests, job title, education, and more.

But that’s just the tip of the iceberg and still involves a fair bit of guessing about your ideal customer’s demographics, interests, and more.

Thankfully, Facebook provides marketers with 3 core audience types that allow for varying degrees of specificity: 1) Saved Audiences, 2) Custom Audiences, and 3) Lookalike Audiences.

Let’s start with ‘Saved Audiences.’

Saved audiences will be familiar to every marketer out there, especially those that regularly work with personas.

These audiences allow you to target to market and customer demographics like the ones mentioned above. You can then save the audience and continue to use or modify it across different campaigns.

Despite how well you know the demographics and psychographics of your ideal customer or client, saved audiences are still cold audiences and should be treated as such. However, that doesn’t mean you should avoid them. In fact, custom and lookalike audiences both depend on saved audiences to be most effective, so spend some time making them as dialed in as possible.

Once you nail down your saved audiences, it’s time to move on Facebook’s higher converting audience options: Custom Audiences.

Custom Audiences

Custom audiences are Facebook’s highest converting targeting option and with good reason.

These audiences allow you to craft audiences in a few ways. For example, you can upload a list of customer emails or phone numbers, and once matched, show ads to just those groups of people.

If you have installed the Facebook pixel on your site (if you haven’t, what are you waiting for?), you can create audiences based off any number of actions people have taken on your website.

You can target people who have visited your website, specific pages on your site, and/or performed specific actions while there. If you have an app, you can target people based on the actions they’ve taken while using it.

Custom audiences are so powerful because you get to skip having to guess who your ideal client or customer is. With the information custom audiences provide, you can target your ideal customer with an exact marketing message at the perfect time.

If you’re serious about using Facebook ads to drive business growth, taking your time to create valuable custom audiences is well worth the effort. By doing so, you’ll put yourself in an excellent position to take full advantage of Lookalike Audiences.

Lookalike Audiences

Finally, we have lookalike audiences.

Once you have a created valuable custom audiences, Facebook can use its vast data to match the users in your custom audiences with other Facebook users that share many of the same characteristics.

With lookalike audiences, you can then target users that you would never have known to target otherwise.

One thing to keep in mind regarding lookalike audiences: Facebook gives you multiple options to pick from when it comes to the size of your audience. The smaller your audience, the more closely it will match your target audience, the bigger the audience, the broader, less exact your matching will be.

One Last Thing…

Although Facebook’s targeting options make our lives easier as marketers, there are still some best practices we need to follow to get the most out of the platform.

First, you need to make sure you are placing your audiences in their correct places along your buyer’s journey. Treating a lookalike audience as if they are a long-time customer is a sure-fire way to waste the advantage those audiences are giving you.

Second, your marketing message matters! You still need to address your customer’s pain points, your unique selling proposition.

Finally, make sure your message is tailored to where your audience is in their buyer’s journey.

We hope you can see why Facebook’s targeting options are crucial in today’s advertising climate. With countless options ranging from broad to pin-point specifics, Facebook has given marketers a powerful tool to add to their marketing toolkits.

If you’re interested in learning more about how Facebook advertising can help your business grow, we’d love to help. Drop us a note, we’d love to chat!

Facebook business ad page

Why The Facebook Pixel Is Essential To Your eCommerce Business

With more than 1 billion active daily users, Facebook has become a staple of many people’s daily lives. As an eCommerce business today, the social network is virtually impossible to ignore and doing so can significantly impact sales and performance. 2018 statistics show that more than 93% of marketers use Facebook for advertising and more than 3 million businesses use Facebook to promote their services or products. Facebook has taken notice of these statistics as well and it has taken the immense amount of data it collects to help advertisers market their products and services to their ideal customers at the ideal time. Read on to learn how the Facebook Pixel is essential for businesses looking for eCommerce success on Facebook.  

What is the Facebook Pixel? 

With more than 2 billion monthly users, the chances of reaching your ideal audience on Facebook are high. But, as all marketers know, reaching your customers is only half the battle. You also need to be able to serve them with the correct marketing message at the correct time. That means using analytics to know what products and services matter to them most, when they’ve added products to their cart but failed to check out, and more. 

Enter the Facebook Pixel. Facebook created the pixel to provide marketers with a way to track the performance of their advertising efforts. More importantly, the pixel tracks the actions users take after clicking on an ad on Facebook. The pixel is simply a piece of code that gets added to every page of your website. The pixel is simple to install if you are comfortable working with your website’s code. Otherwise, a web developer can easily help complete the task.  

Once installed, the pixel is triggered when someone visits your website and takes an action(s). It then reports this action. These actions are important in two ways:   

  1. They allow you build custom audiences that help you find more potential customers and clients
  1. they allow Facebook’s algorithm to become better and better at serving your ads to people that will be more likely to take certain actions. Some of the actions you can track include pages/products viewed, items added to cart, abandoned carts, checkouts, and more. 

As a marketer, having access to this information should put a giant smile on your face. 

What Can The Pixel Do? 

As we mentioned above, one of the greatest features of the Facebook Pixel is the ability to create custom audiences, and by extension lookalike audiences. Because the pixel can track several actions, it gives marketers the ability to create highly targeted visitor segments and serve them ads tightly tied to the actions or products they have interacted with.  That alone would be an incredible advantage for marketers.  

However, because Facebook has collected so much data from its users, it can also use custom audiences to find other people with the same likes, interests, and characteristics. These audiences are called “Lookalike Audiences” and can help you reach millions of additional potential customers.  

Can you see how helpful that is to marketers constantly on the lookout for new customers? Marketing strives to create a personal connection with potential customers and having the ability to cut through the noise with targeted messages is a tremendous advantage. 

The real beauty of the pixel, however, is in its ability to track your visitors’ actions. The pixel allows you to dynamically target users with ads for the exact products or services they were viewing. You can target users who placed items in their cart but did not checkout with special offers to entice them to come back and complete their purchase. You can even walk a potential client through your entire funnel by setting up the pixel to track their actions on your site. 

What If I Use A Software Platform Like Shopify or Magento? 

Luckily, because the pixel is a simple piece of code, it can work across a wide number of websites.  

If your business runs on a popular eCommerce platform like Shopify or Magento, the process is even easier. As preferred partners, both Magento and Shopify make it even easier to install the Facebook Pixel and start collecting data.  

Magento offers a plugin that quickly and easily adds the pixel. For a step by step guide to installing the pixel, you can visit Facebook’s own support page.  

Shopify’s installation process is even simpler. 

Regardless of your website’s backend, there is no reason not to have the Facebook Pixel installed and collecting data. 

Conclusion

As we hope you can see, the Facebook Pixel is a powerful piece of code that can help supercharge your business. With the help of the pixel, through custom or lookalike audiences, reaching your target personas and fine-tuning your targeting helps maximize marketing budget and minimizes wasted spend. Once you’ve reached your target audience, the pixel takes things a step further and allows you to target them with messages that address the actions they have taken and interests they have shown on your website. For marketers, this combination should be too good to pass up.  

At ATAK, we understand the incredible advantage the Facebook Pixel provides and so we ensure pixel tracking is implemented across all our client’s websites and eCommerce stores.  

We hope we’ve given you a good idea of what the Facebook Pixel is and why having it installed on your website is non-negotiable. If you have any questions about the pixel, feel free to reach out. We’d love to chat! 

Sponsored post in instagram feed

These Are The Instagram Metrics You Should Be Measuring

Ed Note: This week, ATAK’s Marketing Manager Sarah Shimoda shares some insight on the real Instagram metrics you should be focusing on. For help attracting, connecting, closing, and delighting your customers on Instagram, schedule a consultation with us today. Enjoy!

Instagram has changed over the past few years and is showing no signs of stopping any time soon. The company launched the Boomerang photo app in 2015, shifted their chronological algorithm in early 2016 to show users the “best” posts first, and introduced their version of Snapchat,  Stories, that transformed the product completely. With all these changes and features Instagram produces and hitting over 600 million monthly active users, it has earned its spot as one of the top social media channels, making it a crucial platform for businesses, big or small.

When it comes to companies using Instagram, posting about their product and using fun hashtags are one thing (or two things, technically), but it can get a little daunting when it comes to looking at the actual numbers and understanding the impact of users responding to posts. Let’s break down some of the most important metrics to measure when it comes to your business’s Instagram account.

Engagement Metric

This goes without saying, but it’s safe to conclude that pretty much everyone likes to be liked — both in real life and in the digital space. When you have an Instagram account for your business, receiving a bunch of likes and comments not only gives you a sense of validation in your product, but also gives you important metrics to help you measure your account’s engagement to give you an idea of how your content is performing and how it resonates with your customers and potential customers.

Key Metric to Pay Attention to

Your profile’s engagement rate is arguably the most vital metric to take into account when it comes to Instagram. After all, Instagram’s new algorithm looks to bump the most engaging posts to the top in order to enhance the users’ experience. According to Iconosquare, the sweet spot for an account’s engagement rate falls between 3-6%. Being available to respond immediately to comments is a crucial component in order to help increase your chances of getting more engagement on your post, and achieving your goals.

We are all familiar with accounts that have thousands of followers, but upon digging deeper in their feed, we find they have noticeably low likes and comments compared to how many followers they have. Not only is it off-putting, but it deters the user from your call-to-action, whether it’s something as simple as leaving a comment or subscribing to your newsletter. Don’t be one of these accounts!

Think of engaging with people on your account as a form of customer service. In real life when dealing with customers, good or bad, you wouldn’t just ignore them, right? You would engage with them. Having conversations with your customers through the comments section is a way to have them return to your account and continue engaging with the content you put out. This is especially important when you are in the process of growing your following. Of course, once you start getting hundreds of comments per post, it’s nearly impossible to keep up and respond to each one, but it’s certainly a good habit to start early on to show your customers you’re a real person.

Audience Metrics

Determining your audience is a vital part of helping you figure out who your customers are — which is one of the first things to think about when mapping out your marketing strategy. In your Instagram account, you can learn some interesting facts about your followers, such as location, age range, gender, and even the day and time your followers tend to be the most active on Instagram. With this type of data in hand, it’s a great place to start to test out different content that aligns with your demographic.

Key Metric to Pay Attention to

Aside from metrics such as gender, location, and age, Instagram has another metric under Audience that provides data on the average times and days your followers are on Instagram. In the example below, we see a good amount of this account’s followers are on Instagram around 3pm on Mondays. This tells us they should plan to release their upcoming posts at this time and assess its performance from there.

Stories

Rolled out in 2016, Stories is Instagram’s version of Snapchat, which allows users to post photos or videos that are visible for 24 hours. Stories play a big role in Instagram now, with users interacting just as much with this as regular posts, and we think a part of this is due to Stories being right at the top when you open Instagram. With that, if it makes sense for your business, Stories would be a great thing to participate in, if you aren’t already.

Additionally, Instagram added a feature to this called “Highlights” where you can choose some of your past Stories and make them visible and permanent on your Instagram account, under your bio. Think of these as the best of your Stories that you think are useful and worth having users return to, hence calling them highlights. This would be good to document a product launch, an ongoing giveaway or contest, tutorials and more.

Key Metric to Pay Attention to

Some of the important metrics related to Stories you should take note of are Forward and Back. These are the actions that users do when they are viewing your Stories. If you’re seeing a lot of users tapping forward on your Stories, it’s important for you to try to determine why. Typically, this is a good indicator that your content didn’t resonate with the user, so be sure to make note of that and try to optimize your future Stories to prevent forward taps. On the other hand, if you’re seeing some traction on your back taps, then this could potentially mean your story caught the user’s eye, and they wanted to go back and view it again, which is good! Be sure to take note of that content and test it in future Stories.

Now that you have a better understanding of some of the top Instagram metrics, you have the knowledge to confidently dive into your account to analyze your numbers in order to determine the next steps to improve your content and grow your following.

instagram stories

Can You Use Instagram Stories to Increase Sales?

Instagram added Instagram Stories as a way to compete with the app millennials are obsessed with, SnapChat. Now it’s become its own entity and brands are finding unique ways to use it towards their marketing and content efforts, from increasing online traffic to generating foot traffic to offering special deals.

What are Instagram Stories?

First, you may be saying to yourself, “I’ve seen these ‘Instagram Stories’ before but what are they exactly?” Great question. Instagram Stories is a feature that lets you post images, 15 second video clips, or text, that vanish in 24 hours. It also includes a “live” function, which we will only cover briefly today. Why would something so ephemeral be beneficial to your content strategy? Instagram Stories is a great tool to help your brand stay top of mind because they’re shown in real time. This means each time you add a story, your brand pops to the front of the line-up and your followers are more likely to see it. Also, the more often you post content that incentivizes users (i.e. coupon codes, secret sales), the more your followers will be trained to check your stories on a daily basis.

It might seem like a lot to digest, but don’t worry. We’re going to break it into seven very simple steps you can take to use Instagram Stories to increase sales.

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Facebook Targeting Strategies

8 Facebook Targeting Strategies You Should Try Today

If you’ve spent hours wringing your hands over your Facebook ads strategy, you’re not alone. The clunky UI, confusing options, and vague reporting tend to elicit frustration from even the most experienced digital marketer. It doesn’t have to be this way. Check out these eight tried and true strategies that will help you unlock the full potential of your Facebook ads.
(Note: Many of these strategies only work if you have the Facebook Pixel installed on your website. If you haven’t installed this already, you can learn how to do so here.)

1. Utilize Life Event Targeting

Facebook is always reminding you about your friends’ life events: birthdays, engagements, weddings, you name it. You can actually use Facebook’s rich, life event knowledge to your advantage when creating targeted Facebook ads. This means if you’re a florist, you can target people that have an upcoming birthday or who have just gotten engaged.

2. Enhance Remarketing Strategies

Sometimes customers need that one extra nudge before purchasing. You want to make sure that if they’ve engaged with a product ad in the past, make sure they’re seeing that same product again, you can do this through creating a remarketing strategy. Consider your customer funnell and remarket based on what their interest and intent may be. For example, if you’re retargeting to users who have landed on your blog, you’ll likely want to serve them content focused ads, while as if it’s users that have landed on a product page, you’d prefer to serve them a product ad.

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