Perfect Content Marketing: How Content Generates Leads and Sales at Every Step of the Funnel

It’s a big promise: perfect content marketing.

But, for the software company Freshbooks (as an example), this web page represents perfect content marketing for a prospect that needs pricing information to make an informed buying decision.

Content Marketing at Freshbooks

Yep, a pricing page is content.

The big misconception is that content marketing is blogging.

This was something I shared with the folks at Traffic & Conversion Summit 2016 while talking perfect content marketing with Molly Pittman — take a gander in the video below.

While blogs are a major component of content marketing, they’re only a part of the bigger picture. In fact, in most cases, a blog is not the most lucrative form of content marketing.

But we’ll come back to that.

First, let’s get clear on the six characteristics of perfect content marketing and why it’s essential that you get started.

(NOTE: At the end of this article you’ll get access to a tool we use to make perfect content planning a breeze.)

1. Perfect Content Marketing is Full Funnel

I know this is Marketing 101 stuff but stick with me for just a second before I get into the more advanced content marketing concepts we’ll be covering.

For an ice-cold prospect to become a customer, they will need to travel through three stages, as Molly and I break down in this clip:

Content Marketing And The Marketing Funnel

  1. Awareness – The prospect must first become aware that there is a problem and that YOU or your organization have a solution for it. (This is where your blog EXCELS.)
  2. Evaluation – Those that move through the Awareness Stage must now evaluate the various choices available to them, including your competitor’s solutions and, of course, taking no action at all to solve the problem.
  3. Conversion – Those that move through the Evaluation Stage are now at the moment of truth — purchase. At DigitalMarketer, our goal at this stage is to convert leads into frequent and high-ticket buyers.

A cold prospect cannot evaluate your solution until they are first aware of the problem AND your solution. And conversion is impossible until the prospect has first evaluated the possible courses of action.

content-marketingTo move a prospect through a marketing funnel, they will need content designed to satisfy their needs at each of the three stages.

In other words…

  • They need content at the top of the funnel (TOFU) that facilitates awareness.
  • They need content in the middle of the funnel (MOFU) that facilitates evaluation.
  • They need content at the bottom of the funnel (BOFU) that facilitates conversion.

Make sense?

Blogs are fantastic facilitators of awareness, but they do a poor job of facilitating evaluation and conversion. And, at the risk of pointing out the obvious, evaluation and conversion are super critical to your business.

To move prospects through the middle (MOFU) and bottom of the funnel (BOFU) you’ll need other content types.

It looks like this…

The Content Lifecycle

We call it The Content Lifecycle.

Let’s look at each stage of the funnel and the content needed at those stages…

Top Of The Funnel (TOFU) Content Marketing

The prospects entering the top of your funnel are completely unaware of your solution and, often, completely unaware of their problem.

As a result, you need content with a low barrier to entry — because they have little to no motivation to put skin in the game (think giving your contact information or money.)

You need freely available content at the top of the funnel (TOFU) that…

  • Entertains
  • Educates
  • or Inspires

…and you need to make it readily available using content types like:

  • Blog posts
  • Social Media Updates
  • Infographics
  • Photographs
  • Digital Magazines/Books
  • Audio/Video Podcasts
  • Microsites
  • Print Magazines/Newsletters (You’ll need a bigger budget here)
  • Primary Research

Do you need all of these content types at the top of the funnel?

Heck no. content-marketing

Most businesses will post content to a blog and to social media channels like Facebook, Twitter, LinkedIn, Pinterest, etc. Once you’ve mastered these two content types, you’ll want to add more top of funnel content to the mix like a podcast or a print newsletter.

Remember, the big goal at the top of the funnel is to make prospects “problem aware” and “solution aware.”

Notice how Whole Foods, using their Whole Story blog, raises awareness for a sea scallops offer while providing valuable content (recipes and cooking instructions)…

Content Marketing - Whole Foods

At DigitalMarketer we provide educational content our prospects are interested in — raising awareness of our training products and services…

(Shhhhh… don’t tell anyone but this VERY blog post you are reading now is educating you about the strategy and tactics taught in our Content Marketing Mastery Certification.) 🙂

Notice how this kitchen remodeling company uses photographs of remodeled kitchens to make prospects “problem aware” and “solution aware”…

Content Marketing at the top of the funnel

Unfortunately, the top of the funnel is where most organizations begin and end their content marketing efforts.

Smart content marketers know that, with a bit more effort, they can move prospects from awareness to evaluation in the middle of the funnel.

Here’s how it gets done…

Middle of the Funnel (MOFU) Content Marketing

The big goal in the middle of the funnel is to convert “problem aware” and “solution aware” prospects into LEADS.

We use free content to incentivize prospects to submit their contact information and opt-in to receive future marketing.

We call this type of content a Lead Magnet.

Lead Magnets can be…

  • Educational Resources (Case Study, White Paper, etc)
  • Useful Resources (Swipe File, Checklist, etc)
  • Software Downloads
  • Discount/Coupon Clubs
  • Quizzes/Surveys
  • Webinars/Events

This is a Lead Magnet that DigitalMarketer uses to generate leads for our products surrounding Facebook advertising…

Generating Leads from Content Marketing

By clicking on the Download Now button you will be prompted to enter your email address to receive the piece of content.

This piece of content (a White Paper) from Cloud Margin generates “solution aware” leads…

Getting Leads from Content Marketing

But you can’t deposit leads in the bank.

A third content type is required at the bottom of the funnel (BOFU) to convert leads into customers…

Bottom of the Funnel (BOFU) Content Marketing

OK, it’s point of sale time.

What types of content will your new lead need to make an informed purchase decision?

Here are a few…

  • Demos/Free Trials
  • Customer Stories
  • Comparison/Spec Sheets
  • Webinars/Events
  • Mini-Classes

Your lead may be reading your blog and downloading Lead Magnets (and it will help convert her), but you’ll need content that helps her decide between you and your competitor to move her through to purchase. content-marketing

Notice how Salesforce supplies leads in the bottom of the funnel with plenty of customer stories to prove that their product can handle that lead’s circumstances…

Sales from Content Marketing

Salesforce.com has dozens of these customer stories — one for every major industry, product offering, and size of business.

Customer stories are content that converts — and they are the responsibility of the content marketing team.

Consider this piece of content designed to assist prospective Quickbooks customers in choosing the right solution…

Selling with Content Marketing

Google would suggest a comparison sheet between Quickbooks and their competitors (such as Xero) is another piece of content that should be on the radar of the Intuit content marketing team…

Content Marketing Selling Products

And while we’re at it — look at all the bottom of funnel (BOFU) content Xero’s content marketing team has built…

BOFU Content from Xero

And…

content-marketing-10

And…

Content Marketing at the Bottom of the Funnel

Is creating top of funnel (TOFU) content on a blog important?

Absolutely.

But failing to build a full-funnel content plan will leave you disappointed in your content marketing results.

(NOTE: Want to be a content marketing master? Get our step-by-step plan for turning content into free, organic traffic and get certified as a Content Marketing Specialist. And for a limited time, save 90% on our Content Mastery Certificate Course. But hurry! This deal ends August 31, 2017 at midnight.)

Get certified as a Content Marketing Specialist and save 90% on our Content Marketing Mastery Certification Course for a limited time!

2. Perfect Content Marketing is Intent-Based

Some businesses and marketers get hung up on the wrong metrics, particularly when it comes to their blog…

Take a look at this video to see what I mean:

The key to perfect content marketing is understanding existing intent and anticipating future intent. Then, creating the content “assets” needed to address that intent 24 hours a day, 7 days a week:

In our Freshbooks example, a customer that is deep in the funnel might have the intent to compare Freshbooks to Quickbooks.

This content asset addresses that intent:

Content Marketing at the Bottom of the Funnel

And you’ll have to run paid traffic to your content to maximize your results or you risk leaving money on the table as Molly explains:

The truth is the most lucrative content assets you’ll create (if you have an existing business) are assets that meet intent at the bottom and middle of the funnel. Optimize for this existing bottom and middle of funnel intent before going to work on generating awareness at the top of the funnel with an expensive and time-consuming blog roll out.

That’s not to diminish the power of a business blog. Over the last 24 months, we’ve been adding content assets (articles and podcasts) at the top of the funnel and we’ve increased website traffic (think awareness) by 1053%.

That said, the quick wins in the content marketing game are in the middle and bottom of the funnel.

3. Perfect Content Marketing is Ascension Focused

Failure to provide an ascension path from every piece of content you create isn’t just bad marketing — it’s a bad user experience.

Smart content marketers anticipate the next logical intent and remove as much friction as possible to create a clear path to conversion.

For instance, let’s say I’m shopping for supplies to repaint my kitchen…

In our Freshbooks pricing page example, notice that Freshbooks has created a clear ascension path to a “Risk-Free Trial” of the software.

From blog content, prospects can be given the opportunity to opt-in with their email address to get more information about a topic.

Check out this ascension offer embedded in a blog post. Clicking on this banner ad will take the prospect to a landing page to enter their email address and ascend to a lead:

Content Marketing for Leads

They get more information about a topic they are interested in — you get a lead.

4. Perfect Content Marketing is Segmented

You can run surveys and polls until you are blue in the face. But you won’t know what they are truly interested in until they give you their money or time:

When a prospect visits a piece of content (spends time) they have raised their hand and indicated interest. And, because of the magic of ad retargeting you can follow up with these prospects with a relevant ascension offer without even acquiring their contact information.

Content Marketing and Social Advertising

5. Perfect Content Marketing is Cross-Channel

Perfect content marketers publish content that meets intent in any channel where groups of prospects are searching for and sharing content including:

  • Website/blog
  • Facebook
  • Twitter
  • LinkedIn
  • Pinterest
  • YouTube

Chances are a single content asset could be published across numerous channels to maximize exposure:

For instance, could that video demo of your product be republished on your YouTube channel like Cuisinart has done here…

(If you’re wondering, “Who in the hell would watch that boring video?” The answer is anyone who is interested in buying a coffee grinder and, particularly, anyone interested in buying THAT coffee grinder. Anecdotally… I bought that coffee grinder after watching that demo just a few weeks ago. The grinder does a great job grinding coffee and that video does a great job at cross-channel content marketing at the bottom of the funnel.) 🙂

Can that article on your blog be repurposed as a webinar? Can that podcast become a written article for LinkedIn Pulse?

6. Perfect Content Marketing is Avatar-Based

Last, but certainly not least, perfect content marketing assets are produced to satisfy the intent of your customer avatars. A content asset can satisfy the intent of multiple avatars or it can be published to target a single avatar:

At DigitalMarketer, for example, we produced an article to raise awareness (top of the funnel) for our marketing certification programs. This article was specifically targeted to our “Employee” avatar that has the intent of acquiring skills that will land them a better job.

Content Marketing and the Customer Avatar

Content Marketing Planning: The Content Campaign

To execute perfect content marketing, you’ll need a plan.

At DigitalMarketer, we make this plan at the offer level using a spreadsheet called a Content Campaign Plan.

The planning document includes fields for:

  • Marketing Funnel – Is this asset addressing intent at the top, middle or bottom of the funnel?
  • Avatar – Which avatar(s) will this asset target?
  • Vehicle – Will this be a text, image, video or audio asset?
  • Channel – Where will this asset be published?
  • Ascension Path – What call-to-action will be used in this asset?

The Content Campaign Plan is used to align content marketing with business objectives like generating leads and sales.

It looks like this (I know that’s hard to read, but you can access the template by clicking here).

Content Marketing Planning

Want to create content that converts prospects at all stages of the funnel? Create a Content Campaign Plan and execute on it. It works.

(NOTE: Want to be a content marketing master? Get our step-by-step plan for turning content into free, organic traffic and get certified as a Content Marketing Specialist. And for a limited time, save 90% on our Content Mastery Certificate Course. But hurry! This deal ends August 31, 2017 at midnight.)

Get certified as a Content Marketing Specialist and save 90% on our Content Marketing Mastery Certification Course for a limited time!

 

The post Perfect Content Marketing: How Content Generates Leads and Sales at Every Step of the Funnel appeared first on DigitalMarketer.

Episode 112: Music Marketing: How to Grow an Artist’s Following & Sell More Concert Tickets

How do you build a sustainable relationship with your target market? That’s the question special guest Kyle Lemaire, Founder and CEO of Indepreneur, set out to answer. What he learned can be profitably applied by any business – especially the music industry.

Listen to learn how he took a relatively unknown musician and generated 22,000 Facebook fans in 6 months, sold out two shows in a foreign country they’d never played, and how you can use his music marketing strategies to successfully run and scale social media and paid traffic campaigns.

IN THIS EPISODE YOU’LL LEARN:

  • How to create a sustainable business in an industry where the only model before it was to pump hundreds of thousands of dollars into a career (« This will help you avoid being a one-hit wonder).
  • How Kyle was able to generate $26,000 in six months for a musician by giving away an album for free (« And how this created more engaged fans moving through the Customer Journey).
  • The two-step Facebook ad strategy you can use to break into a market that hasn’t heard of you yet and generate customers (« This is how he sold out two shows in a country the artist had never played).

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Take the Audio Trip Registration
First Facebook Video View Ad for Artist Nino Bless
Second Facebook Video View Ad for Artist Nino Bless

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave us a review on iTunes!

The post Episode 112: Music Marketing: How to Grow an Artist’s Following & Sell More Concert Tickets appeared first on DigitalMarketer.

How to Conduct a Deep Facebook Analysis

Facebook is a preferred social network by marketers, not only because of the sheer number of users represented but also because of its incredibly insightful analytics suite. It’s important to be able to analyze customers and their behavior on a micro level due to Facebook’s ever-changing algorithm, and the implications for your content and business. If you refuse to adapt your approach based on these insights, you’re doomed to obscurity on the news feed.

A deep Facebook analysis shouldn’t be a one and done situation. Ideally, you’ll be auditing your efforts every few months or so at most. But don’t feel guilty if this hasn’t been a part of your social media strategy so far—there’s no time like the present to start a new habit.

Here’s a step-by-step guide on how to conduct a deep Facebook analysis. If you want to follow each step, we suggest using our Facebook Analytics tools. While most of your analysis can be done with Facebook Insights (we’ll show you how to do it with both), Sprout streamlines the process plus gives you some additional reports for more insight.

1. Analyze Your Competitors

The Facebook Insights data attached to your Facebook business page will provide you with a wealth of information, but it’s a good idea to start your Facebook analysis by looking at your competitors.

Find Your Competitors

For this part of your Facebook analysis, there are three kinds of posts that you’ll want to scrutinize for insights: posts related to your industry, your competitors’ posts and your own posts. If you’re not sure who’s your competition, here are a couple strategies to incorporate during your research:

  • Find them on Google. Use Google to search for key phrases relating to what you do. If your business is not local, you can use search terms that best describe your industry.
  • Look at who your audience follows. Check out the other brands your audience follows on social media and note the most similar to your company.

Analyze What They’re Doing

Once you’ve identified your top competitors:

  • Choose the top 3-5 competitors to benchmark your efforts against.
  • Gather information about them, including the social networks they use, the size of their following, how often they post and what their engagement numbers are like.

Manual competitor analysis is a tedious process. But with Sprout Social, users have access to our Facebook Competitor Analysis Report. This report shares audience growth numbers, so you can track fan count by day, as well as message volume to see how active the competition is on Facebook.

Facebook Competitior Report

Perhaps the most useful aspect of the analysis is the message volume chart that includes overall posting volume, a breakdown of post types, total engagement and engagement per post. This data will help you to benchmark your efforts against competitors and may provide some motivation to renew your campaigns on the platform.

Few things are more motivating than the numbers of your competition staring you in the face.

2. Gather Your Data

Now that you have some benchmarks and an idea of what your competition is doing, it’s time for some self reflection. In this step, you’re going to pull data on your brand through Facebook Insights or Sprout Social.

Accessing Facebook Insights is simple: just go to the Facebook Page Manager and click Insights. The default data range displayed on Facebook Insights is 28 days, but you can toggle this to fit your needs.

If you’d like to download the data to analyze or manipulate it off the Facebook platform, click on the Overview tab, then on Export Data. There will be a popup showing three kinds of data types you can export: Page data, Post data and Video data, as well as a data range for when you want your Insights. Our recommendation? Download everything.

Exporting Facebook Insights Data

What does each export include?

  • Page Data shows you key page metrics for engagement, like sources and audience details.
  • Post Data provides metrics for post reach and impressions.
  • Video Data displays your key video metrics like number of views: unique, paid and organic.

If you don’t want to deal with the process of downloading and interpreting multiple sets of data, you can also conduct your Facebook Analysis with Sprout Social. New users can grab a 30-day free trial without entering credit card information.

In Sprout, after you sign up and connect your Facebook account, you’re going to run a Facebook Pages report.

facebook pages report

Once you have all the data in front of you, it’s time to dive deep into your Facebook analysis.

3. Analyze Your Facebook Page Data

Once you’ve gathered all your data, it’s time to dive into the numbers. It’s best to divide this into two different parts. First, we’ll take a look at page level metrics, then we’ll go over analyzing individual post performance.

Before trying to make sense of all this data, it’s helpful to set some key performance indicators (KPIs) that are important to your business. For example, if you’re using your Facebook Page to drive traffic to your website, one of your KPIs might relate to link clicks. However, if you’re focused on building a community, set a KPI for engagement stats.

While there are a ton of metrics you can look at, we’ve trimmed the list down to some of the key metrics we feel indicate strong content and a successful social strategy.

Facebook CTA GIF

Facebook Likes

This simply refers to the number of people who click the “Like” button on one of your posts. Facebook likes are a clear indicator that somebody is enjoying your social media content. This is a metric that you should always work on increasing, as it shows that people have some basic connection to the content that you’re posting.

The Lifetime Likes tab shows the overall likes for the page in the time period you’ve designated. You can use the data on this tab to identify specific days when likes spiked. Comparing this page data to post data, you’ll be able to identify specific posts that resulted in a good response from your audience, which may correlate to an increase in page likes.

Use the Daily New Likes vs. Daily New Unlikes tab to determine your net number of likes for the day, and to determine the days when you had the most unlikes. You can also cross-reference this with post data to identify which posts do not seem to be resonating with your audience.

Lastly, take a look at the Where Your Page Likes Happen tab to get information regarding from where people ‘liked’ your page. More than likely, no pun intended, a majority of people liked your page directly, but a number of fans could’ve come from other sources such as a Facebook button on your site. Knowing this is useful for connecting your digital marketing efforts across channels.

In Sprout, you can use your Audience Growth report to see how your number of likes trend over time, as well as unlikes. We also break down the data by paid and organic likes.

facebook audience growth report

Engaged Users

Engaged users refer to the number of people who clicked anywhere in your post, without generating a story, plus the number of unique people who created a story about your Page post. This is a great metric to increase because it means people are creating their own unique stories about your posts.

Video Stats

The page data also includes statistics about your video content and how users interact with it.

To access this data, check out the tab for Total Video views (daily, weekly, 28 days), for paid and organic views. There is also a tab with data for Daily Total Number of Times a Video Has Been Seen Again, which is the number of times a video has been played after the initial play. More than one play per person indicates that people have been coming back to your page to see the video.

Another tab to consider in your Facebook analysis is the Daily 30-second Total Views, which shows the number of times a user has viewed a video for at least 30 seconds, with additional data regarding how many people have viewed the end of a video. Both of these metrics are useful in understanding whether or not your content was interesting enough to warrant more than a cursory glance.

Your Sprout report will give you video performance data as well.

facebook video performance report

4. Analyze Your Facebook Posts

When looking at the performance of individual posts, we’re going to analyze both reach and engagement metrics. Here’s a breakdown of what each includes:

  • Post Reach shares basic post statistics like impressions, engaged users, consumption and video views.
  • Post Engagement shares basic engagement stats like engaged users, consumption and negative feedback.

Reach

According to Facebook, “Post reach is the number of (unique) people who have seen your post. Your post counts as reaching someone when it’s shown in their News Feed.”

The number of impressions is similar to reach but instead refers to the total views of the post. Of course, both metrics are important to focus on increasing, as the more people you reach, the more potential customers there are seeing your posts.

The algorithm that Facebook uses to decide what to show in each user’s News Feed is known as “Edgerank”, and it’s made up of a handful of different factors. Check out an in-depth look at these factors in our Facebook Edgerank guide. To keep things simple for this topic of Facebook analysis, assume that your posts will gain more reach with an increase in clicks, shares, comments and likes.

Look at the post reach and identify spikes and peaks in the Reach column. You can also see the type of posts that generate these likes, as well as their permalinks (if you want to refer back to the full published post).

You can use Sprout’s Impressions Report to see patterns in organic, paid and viral impressions as well as the number of people your content has reached.

facebook impressions report

Comments, Likes & Shares

There are three primary ways people engage with your posts:

  • Comment
  • Like
  • Share

Analyzing these metrics will help you determine which posts resonated best with your audience. Once you know which posts worked, take what you can from them to duplicate this success.

facebook engagement report

Shares

More so than liking or commenting, someone sharing one of your Facebook posts is a strong indicator that your post really resonated with them. After all, they wouldn’t pass it on with their stamp of approval to their friends and followers unless it really struck a chord. When it comes to sharing, users have the ability to:

  • Share on their own Timeline
  • Share on a friend’s Timeline
  • Share on a Page they manage
  • Share in a private message
  • Share in a group

No matter how fans share your content, this action fuels the Edgerank score for that piece of content and, in turn, increases that post’s reach.

Looking at the posts with the highest shares will help identify the posts people share the most. It also lets you continue crafting content that people will be compelled to share.

Comments

Comments allow you to get direct feedback on your content from your audience. Not all comments are good, and negative comments may be an indicator that you should stop and rethink the content you’re publishing.

Positive comments and engagement indicate that your content is resonating with your audience. Regardless of the connotation, more comments mean more fuel for the Edgerank algorithm. Just don’t be tempted to post content, especially if you know it’s a bit edgy, without carefully monitoring what happens next, and intervening if necessary to deal with negative sentiments.

Link & Post Clicks

As your content starts to draw engagement, it will naturally start to result in more reach. As long as your click-through rates remain constant, you’ll see an increase in the overall clicks on your posts or clicks to your website.

In the Lifetime Post Consumers by Type tab, you can see these stats that make up Facebook’s Consumption metric: Clicks to Play, Link Clicks, Other Clicks (likes, comments or shares that generate stories) and Photo Views. These are posts where people have shown willingness to take action.

For a quick view of which posts receive the most clicks, use Sprout’s Sent Messages report and choose the Facebook pages you want to measure. Then click on any post to see the click data and other engagement metrics.

sent messages report

Ask Yourself the Right Questions

Now that you have some insights as to how to properly interpret data, use these questions to help guide your Facebook analysis.

What Kind of Messaging Resonates?

A major reason to conduct a Facebook analysis is to find out which of your content performs the best. Then use that knowledge to guide your copywriting strategy.

facebook top posts report

Halfway down your Facebook Page report you’ll see a section titled Content Breakdown. This will provide you with information as to how each individual post you’ve created has performed.

Click your key performance metric at the top to sort by the top performing pieces of content. Study these posts to see what they all have in common.

What Type of Posts Get Shared Most?

Facebook posts are typically broken down into four categories. Additionally, your engagement rate will vary depending on which type your audience prefers.

  • Statuses
  • Photos
  • Links
  • Videos

You can use Sprout’s Publishing Behavior report to see a breakdown of the post types you’ve shared.

facebook publishing behavior report

Although it’s important for you to take advantage of each post type, you should also favor the style that your audience engages with.

Who Are Your Facebook Users?

Understanding the demographic breakdown of your Facebook audience is a powerful insight that could help inform which types of products or content you post about and how you position them.

Locate the Facebook Audience Demographics portion of your report and look at the age and gender breakdown.

facebook audience demographics report

Pro Tip: Couple your personal demographic information with all social network demographic information to see if there are more networks where you could benefit.

Where Are Your Facebook Users?

As companies and social media sites go global, the idea of geo-targeting has become very popular. Distributing different content to Facebook audience members in different locations is something that great Facebook marketers should always be considering.

In the same Sharing section that you found your demographic information, locate the Sharing by Location.

facebook audience location stats

Figure out where your customers are located and target those locations with relevant content. You could also try to target the locations that you don’t see in order to build more brand awareness in areas that lack it.

When Should You Post to Facebook?

Most social media marketers are fascinated with finding the best day for them to post to Facebook. There are several studies and recommendations of the best time to post on Facebook. Our own research showed that afternoons tend to generate the most engagement. However, it’s very much dependent on your business and audience.

best time to post on facebook graph

In order to figure this out definitively, analyze your Facebook Publishing Behavior report in Sprout. If you have a limited amount of content, or don’t like posting everyday of the week, use this information to pick and choose the best days to get your audience to share your posts.

What to Do After Checking Page & Post Data

Conducting a deep Facebook analysis is really just the foundational step in actually improving your social media marketing efforts. It’s what you do with this data that really matters. Once you have the numbers in hand, here are some important next steps to take, with your competition in mind:

  1. Conduct a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis.
  2. Find the gaps, or opportunities for improvement compared to them, and your own content efforts.
  3. Look for opportunities to do something nobody else is doing.

Most importantly, find inspiration, but never duplicate. Every social media presence is different, so what works for one company may not work for another. Besides, it would be very easy for potential customers to pick up on copycat behavior and get turned off by it.

Facebook Management Learn More Banner

Conduct Your Brand’s Facebook Analysis

Taken seriously, Facebook Insights data provides you with a wealth of information that upon first glance can be a bit overwhelming to sort out. Following the guided approach laid out in the article can help you to skillfully cut through it to find the most pertinent data for improving your Facebook presence, and advancing specific business goals.

A focus on key statistics while benchmarking against your competitors (and even your own past efforts) will help you to find continued success on the platform.

What additional tips would you suggest for those about to undertake a deep Facebook analysis? Tweet your thoughts at @SproutSocial, and we’ll share the best insights!

This post How to Conduct a Deep Facebook Analysis originally appeared on Sprout Social.

How to Set a Facebook Ad Budget

Wondering how much you should spend on Facebook ads? Do you need to set a budget? In this article, you’ll discover how to set a Facebook advertising budget by working backward from the revenue you need to generate. #1: Set a Target Revenue Goal Defining a revenue goal for your campaign seems like a simple […]

This post How to Set a Facebook Ad Budget first appeared on .
– Your Guide to the Social Media Jungle

Facebook Publisher Changes, YouTube Breaking News Section, and Facebook Camera Updates

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Erik Fisher, Kim Reynolds, and Jeff Sieh, we explore Facebook Publisher changes, YouTube Breaking News, Facebook Camera updates, […]

This post Facebook Publisher Changes, YouTube Breaking News Section, and Facebook Camera Updates first appeared on .
– Your Guide to the Social Media Jungle

Facebook Advertising: Insights from Uber, Honest Company and _______

Another day, another Facebook update!

And that’s a good thing — no, a great thing.

Whether it’s developments in audience targeting, video broadcasting, or data reporting, big brands are excited about Facebook advertising developments.

DigitalMarketer’s Director of Communications, Christine Haas, had the opportunity to sit down with a slew of advertising experts to find out what exactly has them excited about Facebook advertising, and what tactics they’re using in their own advertising strategy that our audience (that means you!) could put to work in their businesses.

We think you’ll appreciate their answers in the two videos below.

You’ll hear from leading brands in the marketing space…

We’ll start with…

What Excites You About Facebook Advertising?

Want to get notified the next time we upload videos like the one above? It’s easy, simply subscribe to our YouTube channel.

youtube-subscribe

 

 

Now let’s dive into…

Six Facebook Advertising Tactics to Deploy in Your Business

Want to get notified the next time we upload videos like the one above? It’s easy, simply subscribe to our YouTube channel.

youtube-subscribe

 

 

(NOTE: Want to learn from leading digital marketing experts from some of the most influential brands in the space? Then reserve your seat today for Traffic & Conversion Summit 2018 and SAVE 65% with Super Early Bird Pricing. But hurry! This is the lowest ticket prices will be and the Super Early Bird promotion is for a limited time. Learn more here.)
Reserve your seat today for Traffic & Conversion Summit 2018 and save 67% with Super Early Bird Pricing!

The post Facebook Advertising: Insights from Uber, Honest Company and _______ appeared first on DigitalMarketer.

Selling With Video: YouTube and Facebook Video Marketing

Want to create a sales video that converts? Looking for expert tips about building rapport with your prospects? To explore how to sell with video on YouTube and Facebook, I interview Jeremy Vest. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to […]

This post Selling With Video: YouTube and Facebook Video Marketing first appeared on .
– Your Guide to the Social Media Jungle

Episode 111: Control Your Facebook Ad Experience: Bidding, Relevance Score, and Probability of Action

What’s the Facebook ad auction and how does it impact the success of your ads? We’ll explain that with guest Drew Tweito, CEO of FunnelBoom.

You’ll learn the four components that matter most in the auction, three of which you can control directly. Understanding this will help you scale your Facebook campaigns and drive down the cost of your Facebook ad spend.

IN THIS EPISODE YOU’LL LEARN:

  • Why small companies can compete with the Goliaths of the business world when using the Facebook Ad Auction right.
  • The forgotten component you need to pay attention to if you want your Facebook ad to be seen by your audience (« this can help reduce your ad spend).
  • Different Facebook bidding strategies you can use to win the auction and scale your campaign.

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Episode 49: Boosted Posts: Microtargeting and Other Advanced Uses of Facebook’s “Easy Button”
Episode 86: UPSYD: The 5-Step Framework to Generate More Customers
Episode 108: How Facebook’s Ad Algorithm Works
Drew’s add-on about Facebook bidding

Thanks so much for joining us this week. Have some feedback you’d like to share? Leave us a review on iTunes!

The post Episode 111: Control Your Facebook Ad Experience: Bidding, Relevance Score, and Probability of Action appeared first on DigitalMarketer.

Facebook for Business: The Ultimate Facebook Marketing Guide

If you’re new to Facebook business options or want to add something new to your current Facebook marketing plan, this page is for you. Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use Facebook pages, profiles, groups, ads, Live video, analysis, contests, and more for business. Put My Business on Facebook […]

This post Facebook for Business: The Ultimate Facebook Marketing Guide first appeared on .
– Your Guide to the Social Media Jungle

How to Set Up a Creative Facebook Cover Video

Have you thought about using video in place of your Facebook cover photo? Are you looking for creative examples? In this article, you’ll discover how to use a Facebook video cover on your Facebook page. Why Use a Facebook Cover Video? When users visit your page, your Facebook cover photo is one of the first […]

This post How to Set Up a Creative Facebook Cover Video first appeared on .
– Your Guide to the Social Media Jungle