Guest Post
Social Media: It’s Time Marketers Start 6 Facebook Marketing Strategy

Introduction:
After years of aimlessly chasing fans, it’s time marketers start driving real business results from Facebook. This requires building a Facebook page that has a clear focus and offers value to customers, leveraging the entire Facebook tool kit, and integrating Facebook into a broader marketing strategy. To accomplish this, interactive marketers must be both an “oracle” who teaches their organization about Facebook and a “gatekeeper” who manages access to the platform. As marketers mature with the social network and Facebook increases its commitment to brands, together they will revolutionize the advertising industry.
Marketers haven’t cracked the Facebook code:
From toppling governments to inspiring award-winning films to bring long-lost family members together, Facebook is often the center of attention. And marketers are swarming to it like moths to a flame: 96 of the top 100 advertisers now use the site. Yet while millions of people have “liked” brand pages, most marketers fail to derive value from those relationships. In fact, engagement rates on brand pages are declining rather than increasing. The result? Believe it or not, most marketers don’t even see Facebook as their best option to drive audience engagement (see Figure 1). Marketers are failing to use the platform to its full potential because:
- They lack focus. In their race to start a Facebook page, many marketers forgot an integral step: setting clear objectives. Now they’re left with Facebook pages that have no purpose other than collecting “likes.” This lack of objectives not only hurts from a business perspective but also means that fans don’t get any real value from liking the brand.
- They don’t understand the platform. Facebook is unlike any platform marketers have ever seen — it’s like a miniature Internet with its own set of rules. EdgeRank, Facebook’s system for deciding which content appears in the newsfeed, is similar to search engine optimization (SEO) but requires a different kind of optimization. Facebook Ads are a cross between banners and paid search — and don’t quite follow the conventions of either. Marketers struggle not only to understand each of these pieces individually but also how they work together and how they’re evolving.
- They don’t have the right resources in place. Facebook doesn’t cost as much in money as it does in manpower — but many marketing organizations don’t have appropriate manpower in place — the dedicated people or the content development and sharing processes needed to be successful.
- They seek the wrong measurements. Marketers say that measuring return on investment (ROI) is their biggest challenge in social media, and measuring Facebook is no exception. Too many marketers ask “What is the value of a fan?” and not enough marketers understand their fans’ value in terms of loyalty and influence or Facebook’s impact on their business. Marketers won’t be able to prove value until they begin to ask the right questions.
Facebook Hasn’t Made Brands a Priority
Just as marketers have struggled to use Facebook properly, Facebook has struggled to help them succeed. In fact, for a company that relies on advertising revenues, Facebook hasn’t done much to make life easier for advertisers:
- It does not make content management easy. Marketing on Facebook requires a constant flow of content. Yet marketers aren’t set up to be publishers — and Facebook offers only limited options for managing multiple pages or handling multiple languages. Coca-Cola experienced this downside when Portuguese-language content accidentally appeared on its US page, inciting some users to respond with hate speech on a page that promotes happiness.
- It constantly changes the rules without warning. Facebook’s frequent and unilateral policy changes make it difficult for marketers to trust and invest in the platform. Just ask any pharmaceutical company: When Facebook recently removed the ability to disable user comments, it put the pharma companies at direct risk of violating government regulations and ultimately forced many to shutter their Facebook pages.
- It offers marketers limited data. Facebook is one of the only major websites that doesn’t allow third-party ad tags. Not only does that force marketers to rely on Facebook-provided data that one social analytics executive described as “lightweight,” but it means marketers can’t compare Facebook campaigns with other channels like search and banners or include them in attribution analysis. Without reliable, comparable data, brands can’t determine how important Facebook really is to their marketing mix.
Follow 4 Steps to Make Your Facebook Marketing Work:
Collecting fans without purpose isn’t enough; marketers must get serious about driving business results from Facebook. To do so, take four steps that will help you squeeze all of the possible value out of your Facebook program:
- Set clear objectives. If you don’t know what you want to achieve, you probably won’t achieve much at all. Define objectives that provide real value to your business.
- Build a page that provides value for your fans. Bring focus to your Facebook marketing by building a brand page that not only accomplishes your business objectives but also gives fans a reason to continually engage the brand.
- Use the full Facebook tool kit to increase reach and engagement. A brand page shouldn’t sit on its own. It’s imperative that you combine features such as ads, events, and apps along with your brand page to get the most out of the network.
- Integrate Facebook into your marketing mix. Facebook is not an island. It’s as important to integrate it with the rest of your marketing as with any other medium.
Set Clear Objectives
Start by rethinking what your Facebook page is going to accomplish for your business. Facebook’s versatility lets you choose from objectives that span almost every part of the marketing mix, including:
- Generating word of mouth. Facebook’s mission is to “give people the power to share” — and it has succeeded spectacularly. Over 4 billion “things” are shared every day, often related to products and brands. Facebook is the No. 1 site where consumers see social content about products and services, well ahead of any other social network. And according to Forrester’s Tech Marketing Navigator, the word of mouth generated on social networks plays a growing role in the purchase path for consumer technology products (see Figure 2).
- Driving people down the sales funnel. While it’s unlikely to replace dedicated direct marketing channels like Google AdWords, Facebook can drive some forms of direct response. John Deere uses Facebook content to tempt its half-million fans into a lead-generation site and reports that Facebook drives leads at a rate comparable to direct mail.
- Increasing loyalty. Facebook offers marketers a new way to engage their most loyal customers — and to get them to spread marketing messages. For instance, Tasti D-Lite allows fans to link their TastiRewards accounts to Facebook. Then every time they make a purchase, a customizable message is posted on their Facebook page.
- Helping your peers in product development or eBusiness. Savvy consumer product professionals are tapping Facebook for new ideas and to create new functionality. Starbucks created an application that allowed people to create their own Frappuccino online and then share with friends on Facebook. And Facebook has the potential to drive shared purchases. For instance, LiveNation’s Ticketmaster has integrated Facebook’s social graph into its interactive seating chart, allowing people to see where their friends are sitting and buy seats nearby.
Build a Page That Provides Value for Your Fans
Today’s brand pages are littered with a random mix of company news, promotions, advertising, and other content focused on what marketers want rather than what fans want. Carolyn Everson, VP of global marketing solutions at Facebook, says that the brands that succeed on Facebook are “the ones that give people a reason to be fans.” To provide value to the fans you should:
- Learn who your fans are and what they want. Facebook doesn’t provide much data on your fans, but there are ways of getting more information through opt-ins. EMI worked with campaign management platform Neolane to develop a Facebook app that collected opt-in customer information and then integrated it back into EMI’s customer database. Knowing who your fans are can help you determine not only how valuable they are as customers and influentials, but also what kind of content and engagement they’re looking for.
- Use Facebook data to dynamically optimize your content plan. While Facebook data is limited, dig through what’s available to learn how your community is responding to your posts. PageLever — an analytics tool that specializes in optimizing brand pages based on available Facebook data — pulls near real-time data from Facebook’s application
- programming interface (API) to help companies learn what content types are performing the best, which demographics are responding, and what time of day is optimal for posting. This data can then be used to create a dynamic content plan that gets the best response out of the community at any given point in time.
- Use apps to create a richer experience. A “like” allows fans to read and comment on your posts, but to create deeper engagement like games and contests you’ll need an application. For Valentine’s Day 2011, Target ran a contest called “The Super Love Sender” that let people vote on which charity would receive $1 million from the brand. Target’s Facebook app allowed fans to send friends personalized valentines and get real-time updates on which charity was in the lead.
- Keep your community active — even in down cycles. Your Facebook page is not a campaign, it’s a community of people who have raised their hands as brand advocates. As Scott Weisbrod, VP of strategy at Blast Radius told us, “Facebook allows for a more meaningful relationship than search or email. It’s important to build a content plan and calendar not only for your big campaign pushes but also during the down cycles when you’re not doing campaigns.”
Integrate Facebook into Your Marketing Mix
Facebook is too often treated as an isolated asset rather than an integrated part of the marketing mix — creating inconsistency in both the marketing plan and with the end-user. To integrate it interactive marketers should:
- Incorporate Facebook’s social graph into your existing web properties. Facebook makes it easy for you to bring its massive sharing network to your website, creating additional reach and interaction with your content and experiences. Toymaker Step2 built a Facebook Connect login into its site so customers could repost their product reviews on Facebook as well. The results: The amount of traffic it got from Facebook grew 135%, and the revenue from that traffic grew 300%.
- Make Facebook promotions the foundation of broader campaigns. Chances are that your broader campaigns will create at least some conversation on Facebook; by making Facebook the center of that campaign you can incite both conversation and participation. Corona’s “the most liked beer in America” campaign featured the faces of its Facebook fans on a billboard in Times Square — both creating reach (signs in Times Square typically get 1.5 million impressions per day) and driving 200,000 new “likes” for the brand.
- Use Facebook data to make other marketing programs more effective. While Facebook makes it hard to learn who your users are, it’s relatively easy to track their actions — and use that information to improve the rest of your marketing programs. For instance, customer relationship management (CRM) vendor Merkle can connect Facebook fans to existing CRM data. And marketers should work with vendors like DataXu, a demand-side media buying company, which now includes data from Facebook campaigns in its display media optimization algorithms.
The leading performance media platform for agencies, Social Media Marketing Services helps agency marketers buy, track, manage, optimize, retarget, and report on media across all channels—including search, display, and social media.
Dynamic Buzz provides the social media management for agencies buying ads on any online channel, helping them handle all tasks associated with performance advertising within an integrated platform.
Guest Post
Do Smart Research on Keywords for Better Search Engine Optimization

Would you like a recipe, if it doesn’t contain salt? Of course not, as it is one of the most important ingredients of food. So does ‘Keywords’ for Search Engine Optimization. This is the reason, that researching keywords is very crucial for your online marketing, as this is the weapon that is used in all kinds of website campaigns. Research for keywords means that you’re actually researching about your customers, as in which potent words they have been using to reach you.
We have gathered a few methodologies for quick research of the suitable keywords and here you are:
Obtain the Keywords:
Google AdWords is usually, the pit stop for the analysts to conduct research on keywords. Let us illustrate a search for a word called ‘shaving’ and see how does this tool work for us. On the left side of the screenshot, you can see a field called “All Categories”, this narrows down your navigation by providing you with certain categories you’re looking for. Once you’re satisfied with the search selection, go for downloading the keywords as CSV in Excel sheet format. You carry on this research with words, phrases, or even sentences.
Have an eye on the frequency of searches:
After the CSV Excel file is downloaded, modify it so that you are left with two main important columns called ‘Global Monthly Searches’ and ‘Estimated Avg. CPC’. Now the question that arises is: how do these two columns help?
Global Monthly Searches
This column shows us the number of times this keyword was searched. If it was never searched for, then it is better you try out some other way to get a better keyword.
Estimated Avg. CPC
This column shows the commercial value of a particular keyword. The higher the value is, the more will be the worth of the keyword. This value is important for third-party businesses. But, if a site is selling its own products, then this column may not hold much importance.
Find your Rival Pages
Till now a good job has been done and you were confined to your province. This is not enough if you want to outsmart your rivals. Use each of the keywords procured by you, to find who your rivals on the search engine listing are. The most common search engine used for this purpose is Google.com. So go to Google, type the keyword, and hit search. This will give you the list of searches for the keyword. Few keywords may have fewer rival pages, which you have to find on your own.
If you go to the left side of the pane of Google, you can find the search tools, under that you get an option called “Past Week”. If you click on that, you get all the searches of last week which signals more significance and you can work accordingly, towards your online business goal.
These practices will give you a better idea of wrapping up with suitable keywords, which you need to pursue in order to generate business. Remember, if your website is targeting inappropriate keywords, then your company value will never rise in the online market.
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-Authored by Sara Bruce. She is an SEO analyst and an avid blogger. If you come across any negative reviews about your Business/Services do visit our pages on ‘Remove negative reviews’ & ‘Remove rip-off reports’ to get rid of it.
Guest Post
Grow Your Real Estate Business With Pinterest

Pinterest is a social media website where users share their favorite images from around the web with their followers. Rather than using words to express themselves, Pinterest users use images and photographs instead. Like other forms of social media, Pinterest offers a unique opportunity for real estate agents looking to grow their businesses.
With so many people using Pinterest these days, there is an opportunity for real estate agents to get the word out about their business. By creating a Pinterest board and sharing high-quality images with your followers, you can drive traffic to your real estate website or blog while also increasing the awareness of your real estate business. Here are a few ways you can utilize Pinterest to help improve your business.
Show Off Your Listings
Since Pinterest is intended for people to share their favorite photos and images from around the Internet, it is the perfect website to show off your current real estate listings. You can pin your favorite listings to your board and share the details of these properties with your followers. When pinning images to your board, it is important that you remember to only share high-quality images. You do not want to share low-resolution pictures that do not show the details of your listing.
Also, when posting images of your current properties, include enough images so you can give your followers a virtual tour of each property. This will give anyone viewing your images a better feel for the property and all of the amenities it includes.
Gain Traffic for your Website
One reason why real estate agents like using Pinterest is that it allows them to gain traffic for their website or blog. Ultimately, when you post an image to your Pinterest board, you will want to attract visitors to your website or blog. Each image that you post will link back to your website, allowing someone viewing your image to click the picture and be taken directly to your website.
This increase in traffic can help you spread the word about your real estate business and attract loyal readers of your blog. Whenever you post an image on your website or real estate blog, you can also pin it to your Pinterest board. This will allow you to gain valuable backlinks for your website as well as direct traffic from Pinterest itself. When you share high-quality images with your followers, they will re-pin it to their board, further increasing the amount of traffic your images create for your website.
Make your Photos Easy to Pin
When writing blog posts or placing images on your website, you want to make the images as easy as possible for someone to pin to their Pinterest board. Including a link on the image that someone can click to pin it to their board will increase the number of times, your images are shared on Pinterest.
Making your images easy to pin increase the chances of your images being pinned as all of the difficult work is taken out of the equation for the person doing the pinning. If your website is full of high-quality images, you will see your traffic start to increase once you make it easy for others to pin your images to their Pinterest board.
Use Creative Captions
When pinning your own images to Pinterest, try to use a creative caption that will capture the attention of people using Pinterest. The more creative and eye-catching your caption is the better your chances become of getting others to view your images and follow your board. Also, including some of your SEO keywords in your creative captions can help improve your website’s rankings for those terms as each image counts as a backlink for your site. Remembering to include your target keywords can pay huge dividends when it comes to your SEO campaign.
Pinterest is a wonderful social media website enjoyed by millions of people every day. Pinterest gives you the ability to share high-quality images with your followers, increasing the amount of traffic your real estate website or blog receives. If you are running a social media marketing campaign for your real estate business, do not forget to include Pinterest with the sites that you are using.
Ben Sawyer is an Internet marketing Specialist and Social Media Consultant. In this article, Ben shared with us some of his most successful tips for the social media campaign he was doing for arvernebythesea.com, an NYC real estate firm.
Guest Post
4 Super Easy Ways to Improve SEO

Having a web presence is extremely important when it comes to marketing your business, and search engine optimization (SEO) is one of the best ways to improve your visibility and reach.
Some companies don’t have the time or resources to invest in an in-depth and thorough SEO strategy, but that doesn’t mean that they can’t reap the benefits of SEO. There are plenty of small things that you can do on your own to improve your SEO that does not take too much time or money to implement. If you want an easy way to improve your SEO, do the following.
1. Use keywords.
Take the time to change out your website copy and make sure that you’re using keywords that are relevant and popular among your industry and brand. Search engines will scan through your website or blog in search of these keywords, and the more often you use them, the more your site will improve. If you don’t have access to your website copy because it’s controlled by a third party, start a blog and ensure that your posts contain keywords and that you’re tagging your posts with relevant keywords.
2. Use images.
Images can be an easy and great help to your SEO efforts. Make sure that you add images to your content and that you are filling in the descriptions of these images with keywords. Search engines also crawl through images, and if your images contain keyword descriptions, it will help improve your SEO.
3. Use links.
Make sure that you are using backlinks and internal links within your website. Link to other blog posts or websites that are relevant to your industry, and make sure that you use internal links to help your web visitors easily move between pages. Both backlinks and internal links will help improve your SEO.
You should also reach out to other bloggers or partner companies and ask if they would put a link to your website or blog on their site. These links act as backlinks for your site or blog, and these too will improve your SEO.
You may also want to consider joining a professional online community or using social media and pushing out links to your website or blog through these channels. Not only do they add backlinks to your site, but they can easily help your site go viral and generate more traffic, and more traffic also increases SEO.
4. Use the right URL.
If you have a blog or a website, it’s very important that you make sure your URLs contain words instead of random letters, symbols, or numbers. Search engines crawl URLs and use this to determine where to rank your website or blog, so if your URL is www.mydomain.com/pumpkins, it will do more for your site than www.mydomain.com/14729dfljddfs.
If you want your audience to find you and if you want to compete with all the other websites in your industry, you need to use SEO. But if you don’t have the resources or time to implement a strong strategy, use these tips to help you get your feet wet. Once you’ve made these small improvements, you can then find the time and resources to invest in a more detailed strategy.
Jacob Smith is an SEO expert writing in tandem with SEOMap. For more information about SEO and keyword analysis, check out SEOMap’s latest SEO book on keyword strategy.
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