Posts tagged ICT Marketing

How To Advertise On Google Plus

Hey there internet fans. It’s Ryan Perry with Simple Biz Support. It’s Wednesday. Therefore, it is Social Media Wednesday. On the other side, I’ve got Sarah Giometti with ICT Marketing. Good morning Sarah.

Sarah Giometti: Good morning Ryan. How are you?

RP: Struggling a little bit. As you can tell, you’ve got the up-your-nose camera view. Unfortunately, my main PC’s having some issues right now. So, I had to break out the laptop. That’s why we started a little bit late and that’s why I’m looking down on everybody which I normally don’t like to do unless I… I guess I can talk like this at a hunched level throughout this broadcast. So, it is what it is, but we’re going to make it work one way or the other.

SG: Yep. I’m sure that’ll be great for your posture anyway. You can just work it out at Power Fit.

RP: There you go. We were… Typically, we talk beforehand. We had to break out the old technology, the cell phones, in order to nail down our broadcast today. We were talking about the fact that you can actually advertise on Google Plus. So, not Google AdWords, although, it is through AdSense, but it’s a way of promoting your Google Plus page, your social media business Google Plus page and for me, from an SEO point of view, that’s an important feature simply because Google… You always want to play in Google’s playbox, stand box, if you will, in the sense that if you play under their rules, their terms, your chances of being found, becoming more visible, first page placement is more important.

So, having good social engagement on Google Plus especially if you’re in a competitive market space, can be very, very helpful. So, you’re going to kind of talk about what that looks like and also, you kind of talked about kind of a unique program of tying the Google Plus ads along with Facebook and I forget… Oh, Custom Audience. So, I’m going to let you talk.

SG: Alright. So, yes, Google Plus does allow you to run ads promoting your Google Plus posts. It runs very differently from things like Facebook and Twitter. First off, you, unfortunately, do have to have 1000 followers on your Google Plus page for your business before you’re allowed to run these ads. Second, you are promoting the Google Plus posts. However, you’re not promoting them within the Google Plus platform. You actually promote them through the Google AdWords campaign, program, platform and then you send it out on their Displayed Network.

SG: So, the ads show up on third-party networks like XYZ.com and people can see the post and interact with it from there without having to come back to Google Plus. So, this is where it’s kind of a game changer is your posts are being promoted to a possible audience throughout the internet, off of the social media platform and they can interact with it from there. They can click the link to go to whatever article you’re posting, maybe one of your blog articles or one of your videos. They can plus one it from there. They can comment from there and so your engagement increases.

SG: Some of the bigger brands who have already run these, they’re reporting a 50% increase in their engagement by running these page post ads. The other beauty of it is traditional Facebook advertising is within the Google search pages. It’s a headline and some text. So, there’s no picture. There’s no pretty. In the Display Network, you can have a picture ad, but again, it’s not interactive as much as…

RP: Okay, so, let me just… ‘Cause I think we’re taking it to a place that really hasn’t been talked about a lot. So, just to give clarification… Sorry. Just to give clarification to the audience, let’s take them through a scenario. Let’s say you’ve got a shoe store and you want to sell shoes. If you’re on Facebook and you do Facebook advertising, you are restricted to be within the Facebook network. That is, if anybody is not on Facebook or they’re not logged into Facebook, they will never see your ads because they’re only going to show on Facebook.

RP: What you’re saying with the Google is that because it goes through AdSense and the ads actually go out through their… What is it? The Display Network is that the ads, you do not have to be in Google Plus like you do have to be in Facebook in order to see an ad. It might show up on… I don’t know some of their… But they have some big agencies. I don’t want to say MSNBC News, but they do have some very large websites like that that they post ads on.

SG: Correct.

RP: And you’re saying that instead of it just being an ad with a bolded title and two lines of text like we would normally see for pay-per-click, we can actually have a picture ad that’s a little bit more engaging, more visible, more attractive?

SG: Correct. It would be the… The post that you post in Google Plus is what people would see throughout the Display Network. So, if you include an image in your Google Plus post, either just a straight image with some text or the image that goes along with a link to a blog article or whatever page you’re promoting. That imagery… So, it could be beautiful, colorful imagery [05:42] ____ text. Obviously, the text you still want to keep shorter ’cause it is still an ad, but that… You have a lot more control over the visual part of the ad and yes, it’s displayed throughout the Google Display Network throughout the internet.

So, as long as people are logged into… Actually they don’t need to be logged into Google. They have to be logged in to interact with it so that their name shows up in everything but it gives people the opportunity to interact with your post through out the internet versus just having to be on Google Plus. The ads actually are never on Google Plus.

RP: Okay, so it’s always on the display network so even if people are logged into their Gmail account, they can actually like it, share it, those type of things. If they’re not logged in, they are still going to see the ads, so there’s still value they can click on it, it will take them into Google Plus. But definitely from a brand point of view, I love the fact that you can incorporate images because I think images are so important these days with your audience, think about Pinterest, Instagram, how popular those social media platforms are and that’s strictly, all they do is images for the most part.

SG: Absolutely, with these days, we’re very visual people and so we like images, we like video, as you know that’s a giant part of your speciality, and so this is where the images are big and beautiful, and well they are of various sizes but they stand out in the ads, and they’re interactive which a lot of ads really are just, they are dead picture where you click through, you don’t really know where you’re going.

SG: This gives you the opportunity to tell people what you are trying to show them versus just a picture, it’s a blog article about Facebook custom audiences for instance, so you can tell them ahead of time, like a news article to entice them to click the link and go read the article but read the blog post and so it makes it more interactive, more human to them than just a picture ad that says your name, a couple of words about what you do, and hope that they click through the picture to whatever random place you’re sending them ’cause they really don’t have any idea.

RP: Okay, so then the kicker bonus that you had talked about before we started the broadcast was the fact that is integrating the Google Plus ad with the Twitter, or excuse me, the Facebook custom audience.

SG: Yeah, so this is why people are thinking might be a bit of game changer with lead generation is, Facebook custom audiences, you can use tracking pixels on certain pages of your website if that, so if you went to my website and read a blog post that I had a tracking pixel on for Facebook and you were logged in in your Facebook account, Facebook would grab your Facebook information and the next time you log into Facebook, my ads in Facebook would be delivered to you. And so you see this a lot more often, online shopping use this the most, more than small businesses do and so have you ever noticed you are doing online shopping looking at a product, you are back onto Facebook and all the time you see that product everywhere?

RP: Right, and it’s not just, it’s not like, if we talk about shoes again, it’s not just a picture of a shoe, it’s a picture of the shoe you were looking at.

SG: Yes.

RP: And it’s that specific, and so that’s called re-branding.

SG: That’s re-targeting.

RP: Re-targeting, I’m sorry. Yes, re-targeting, which is very powerful. So you are recommending that this type of marketing is probably best suited for people selling a product, versus service-oriented businesses.

SG: Not necessarily. They’re just the ones who have taken advantage of it the most. Service organizations, there’s no reason that a service organization can’t utilize it the same way. It is a little bit harder with the images, you have to be a lot more creative with your imagery that you are going to use for these ads but the scenario could be potentially, you put a post on Google Plus, you run that ad on the displayed network, someone clicks on the link, goes to your website, reads the blog article that you’re promoting, you have a Facebook tracking link on that blog article and the next time that person’s on Facebook they see your ads again.

So here’s somebody that’s already shown interest in your content because they’ve been on your website to look at a blog article, a video, they may have stayed, looked at more information, and now you get to touch them again on a second platform, third platform really if you count your website, and pull them, draw them in on Facebook as well. Now you’ve touched them on multiple platforms and you have an opportunity to grab them as a follower and keep putting your content in front of them and nurturing them into that sale.

RP: Right, and if you think about it from a branding point of view, what’s the touch now? Is it seven to 10 approximately? You need to have seven to 10 touches before people really recognize you?

SG: I still think it’s closer to 20. Everybody has a differing opinion of what the number of touches is but people are kind of in content shock, there’s so much content out there, we’re being driven a ton of content every time we log into every single social media platform, there’s a huge amount of content that is fighting for our attention.

RP: Sure.

SG: So I think it’s even, it would be higher for your brand to stand out in that mess of content, so you need a lot of touches and so this is an opportunity to touch them in multiple different places, they’ll start remembering you and then when you hit them on Facebook they have the option to follow you, and get more and more of your content, so you just keep touching them and touching them, and that’s all based on activity they took somewhere out in the internet because they saw a different ad that you are running.

RP: Right, now you may not know the answer to this, one of the things I am thinking of is that, okay, so I run a Google Plus ad, I do the Facebook and I’m forgetting everything today, I apologize, the custom audience ad. Somebody goes to my blog, they read an article, they get tagged by Facebook, they log into Facebook, they see my ad. Do you have any ideas, if I keep on paying every single month as the business owner, if I keep my account going with Facebook, how long that ad will show to that end user?

SG: That I actually don’t know…

RP: Okay.

SG: How long that goes. It may be until they convert. So they like the page, things like that, it might end it. That, I actually don’t know the answer to.

RP: Okay.

SG: But I will look that up.

RP: I’m sure Facebook will take your money, one way or the other, though.

SG: Oh, absolutely. They are more than happy to take your ad money, and they still are the cheapest form of advertising around, hands down.

RP: Right. Yeah, and actually, Zuckerberg needs more money. I just read an article yesterday. Apparently he has… People have been working on his house for over a year now, construction, building all this new stuff, remodeling everything, and the neighbors are getting a little annoyed with the noise, the dust, the blocked roads, the No Parking, and then, of course, there’s security on top of it all. But can you imagine remodeling a house for over a year?

SG: No. It sounds horrid. But he also bought like four houses surrounding his house.

RP: Yeah, he spent $30 million on four houses around his house. I dont’ know if he’s going to tear all those down so he can have just one big property…

SG: No, he wanted to control who moved in…

RP: Right.

SG: Which is smart. I mean, I…

RP: Yeah. Sure.

SG: That’s smart.

RP: Right, because as he starts having kids, he’s going to have four kids, apparently, and so now each one of ‘em will have a house…

SG: Correct.

RP: Right next to Mom and Dad. I don’t know. There was… I was watching the show the other day, and then we’ll get going ’cause we’re past our time, but it had to do with people and big pools. And this guy bought the next door neighbor’s house so he could tear it down to put a pool in. And this is, he spent a million dollars on the house, the property just so he could put a pool in. I’m like, “That is some serious dedication, folks.”

SG: That is, that is.

RP: Alright. So, for people that are interested, though, I really like the two-part approach using Google because there’s so much reach with Google as far as advertising, and then bringing it in to Facebook where that… And I’ve got re-branding stuck in my head… Re-targeting, to re-target the ads so you get multiple impressions is very, very powerful. What’s a good way for people to get a hold of you, Sarah, with any questions?

SG: They can find me across all social media sites. So ICT-Marketing.com is our website. Facebook, we’re ICT-Marketing, I think, ICT Marketing, one of those. Someday, I’ll get that one right.

On Twitter, we’re ICT_Marketing. So you can hit me up on the social media platforms, I’m there personally as well. If you want to reach me personally, I’d say go for Twitter, not Facebook. I lock my personal Facebook down, so you’d have a harder time reaching me, but you can reach me through my company pages as well.

RP: Alright, perfect. Sarah, as always, I appreciate your time, and we’ll be talking next week.

SG: Thanks, Ryan. Have a great day.

RP: You too. Thank you.

About Ryan Perry

Ryan Perry has taken his 10+ years of business ownership and hands-on marketing skills and focused them on online marketing. In April of 2009, he started Simple Biz Support with an emphasis on Search Engine Optimization (SEO). Ryan is propelling local business websites to the top of Google, Yahoo and Bing resulting in increased market exposure and revenue for his clients using a variety of internet marketing tools including blogs, article submissions and video. Additionally, Ryan speaks and vlogs (video blogs) about internet marketing, educating business owners how to effectively use various SEO tools and techniques to promote their business on the internet. Ryan currently resides in Santa Rosa, CA. Connect with Ryan on Google+

Social Media Wednesday W Sarah

Time To Change Your Social Media Strategies?

Hey. Good morning internet fans. It is Ryan Perry with Simple Biz Support. It is Wednesday which means it is Social Media Wednesday. I have with me Sarah Giometti with ICT Marketing. Good morning Sarah.

Sarah Giometti: Good morning Ryan. How are you?

RP: I’m doing wonderful. The Dodgers won after a three game slide, so that’s always good news.

SG: Yes, it is. And we’re still in first so again, good news.

RP: Very, very important. But we do have something that’s going to take up a lot of times, so I want to get right in to it. That is the fact that social media, Twitter, primarily the big two, social media, Facebook, it’s an ever evolving technology regardless but especially Facebook has really made some significant changes to their algorithm in the last year, and as a business owner, as a small business owner, if you kinda just been doing the same old, same old, because that’s all the time you have or that it’s the best knowledge that you have, we want to talk about that and say, “Is now the time to change your social media strategies?”

SG: Absolutely. Facebook or social media in general, continually changes and the days of being able to post once or twice a week are long gone. You’re just not going to get the exposure you want and also if you’re following isn’t large enough, you’re really not going to get the exposure that you were hoping to get. Just because somebody says they like your page, does not mean you’re going to show up in their news feed every time that you post, because nowadays… I think Facebook just crossed over the half a million mark or half a billion, something like that users and, there’s just too much content.

SG: On average, every time somebody logs in, because of the number of pages and people that they’re friends with, the pages that they follow on average, they are looking at, up to 1500 or more pieces of content that are, that could potentially be in their news feed, and that’s just too much for people to see, especially on Facebook. Twitter still is a chronological and it moves at the speed of light. Now, I was just talking to a client that their, the tweet they did 20 hours ago was long gone. I never saw it because I saw over a 100 tweets in one hour just in my personal news feed alone on Twitter. It’s really turning in to, it’s still a quality content, again but, it’s turning in to a numbers game as well.

RP: Okay. So, what I’m hearing from you is there’s two issues. If you’re on Facebook, because Facebook is so large and we know that they’re filtering content and especially business, since Facebook is social, they’re giving more emphasis on personal relationships than business relationships. Therefore, you’re going to have a very small percentage of the people that liked your business, actually see your feeds.

Then, on the flip side with Twitter, simply because of the sheer volume and the fact that, if you’re following say, 200 people on Twitter as an example and they’re posting on a regular basis in Twitter’s notorious, you post multiple times throughout the day, that the sheer volume of feeds that are coming through, even though they’re not being filtered, you’re simply not, you’re only going to see the end users only going to see a very small percentage. So, with that being said, if you stick with traditional methods of posting on Facebook, once a day, twice a week and then Twitter maybe two times, once in the morning, once in the afternoon, Monday through Friday, roughly, we’re talking like 5% visibility, 1% visibility, 10% visibility.

SG: Traditionally, you’re looking at maybe 1% to 2% visibility. So, if you have 1000 followers, only 1% to 2% are going to see that and at any given time. And so, one of the biggest things that businesses don’t look at are the times a day and the days of the week where their followers tend to be online so that you can try to leverage that and get a little bit of a higher, get more than 2% to see it organically. Especially on Facebook you can, they’ll tell you what time of day people tend to be on it that you can schedule your post for that time so, maybe more people will see it.

But, theoretically, you’re looking at 1% to 2% of your followers seeing your post at any given time and so, you really need to post on a, more often. I mean, we recommend on Twitter, 10 to 20 times a day minimum because it moves so fast. Now on Facebook, you’re not going to post, you’re never going to post 10 times a day, people will stop following you, but you do need to do an absolute minimum of once a day. That’s where you need to look at your numbers and look at the Insights on your page and see what the best time of day is to do that, one post a day, that’s the minimum you’re going to do.

RP: Okay, perfect. If you want to be active in Twitter, you’re talking 10 times a day. That’s a lot of content to come up with.

SG: It is. It really is a lot of content for a minimum 10 a day and so, you’re not posting all your own content. You want to… You want to follow that general rule of 80% everything else that would interest your followers and 20% about yourself. And, the 20% is on the high end. So, what you want to do is source it from, not as a competitors but maybe within your industry, other people put on a lot of really good content, so you want to share that content ’cause it really is an education game. You want to give your followers quality content, things that they’re interested in. So, for instance, we, one of our clients is a bar, they play sports all year long.

We post things about the teams in that area. You know that has nothing to do with the bar, but they play games. A lot of their customers watch baseball or football, basketball… Especially the World Cup and so we’re posting things relatable to the bar and things that their followers would be interested in, to try and generate conversations and interaction.

RP: Okay. And I think one of the really important things you said there, especially with Twitter, 10 posts a day, is the fact that as a business owner you’re saying that you do not need to create your own original content a 100% of the time. Obviously, yes you do need to create it but just simply retweeting relevant content that your audience is going to appreciate is valuable and is part of those 10 tweets a day?

SG: Absolutely. You want to leverage what other people have done. You don’t need to reinvent the wheel. Creating 10 to 20 pieces of content every single day is really a lot for anybody to take on, and I don’t know anybody who produces 20 pieces of unique content every single day, all year long. So definitely leverage, follow companies and people that would give you the relevant information that your followers would be interested in and retweet that, share it… ’cause you can then engage in conversation that other people who retweeted from you, and you’d create more engagement and followers.

RP: Okay. Perfect. Now, on the Facebook side, we’ve talked about this in a prior broadcast, is the fact that paid advertising is really the direction as a business owner if you really want to boost your visibility. You need to boost your ads! So why don’t we cover that real quickly. I don’t think we need to go into details of how to, but really let’s talk about why a business owner would want to and what a respectable starting budget would be.

SG: Absolutely. So we use boosted posts all the time. This is where your Insights and the numbers that Facebook gives you are really useful, is watching to see if a certain post is getting more reach organically than normal. So let’s say the normal is 1% to 2% of your following, but you posted something that happened to get 10%. That’s a sign that a lot of people like it so you want to throw a little bit of money against it and boost it so even more people see it. And it’s something as simple as $5. A lot of the times we just put $5 on it, boost it for 24 hours, and we go from maybe 50 to a 100 people seeing it to 3000, for just $5. And so it’s a great way to leverage your content and get a lot more exposure, but you do have to be watching your Insights, watching what the posts are doing, paying attention to what the organic exposure is, so that you use your money wisely.

RP: Okay, and just for people that may not know what “Insights” is, when you’re referring to Insights what is that?

SG: It is the data and the analytics on Facebook. So, when you’re in your Facebook business page, the bar at the top is a way to go into your page settings via data section, and then ‘Insights’. So it tells you everything you need to know about your page. So it breaks down your followers based on their gender, their age, their location. It shows you your last five recent posts, how they performed in there. It shows you all kinds of data and information so that you can really fine tune what you’re doing with your page, and make it work better for you.

RP: Okay. And so what you’re recommending is, is that before just boosting any post, put content out there, find out by using your Insights, the analytics within Facebook, and see what topics, what posts you’re putting up that’s actually getting traction, and those are the ones that you want to apply a couple of dollars to, maybe $5 to start off with to actually pay to increase the visibility of those.

SG: Yeah, absolutely. You have to use your Insights before you spend your money, otherwise, you could possibly be flushing your money down the drain.

RP: Okay. Perfect. And the other thing I think we should talk about real quickly, and we brought this up on our previous broadcast also, is the fact on Facebook, if on the organic side, just naturally, if you post content on a regular basis you’re only going to get 1% maybe 2% visibility, but you only have five likes. Where’s the value in posting at that point? And maybe there needs to be a strategy shift in the beginning towards getting more likes, and how would you do that?

SG: So even with just five likes, you’re just starting out, you still want to post content because it shows people as you move into the strategy of building your following, it shows them as people come into your page that you have been posting on a regular basis, and you’ve been giving them quality content. And so you don’t want a dead page. So that’s the value in posting whether you have a following or not from the beginning, because then they can come and they can look at past history and say, “Okay, you’re an active page, you’re giving me content I want. Yes, I’m going to follow your page,” and then you’ve got a good audience.

But then you definitely need to move into a strategy. We recommend absolute minimum of 1000 followers. We consider every client of ours in growth mode until they cross over that 1000 benchmark, because the organic reach is only 1% to 2%. You really need to have a larger following in order to get better organic reach. And then it also gives you, by having that larger number, when you do go to Boost Posts, and spend a little bit of money, you are leveraging not only your following, but their friends. And the average person has 200 friends, so you now multiply that 1000 by 200, and your potential reach is 20,000 people. So it’s really important to make sure that not only are you posting on a regular basis, but you have a proper and big enough following on the page as well.

RP: Okay. So… And at that point, people talk about ROI. When you exceed a 1000, the ROI is going to go up, simply because the exponential factor of the number of people that can see it when you spend, $5, $10 to boost a post.

SG: Right. And keep in mind that ROI on social media is a little bit harder to quantify. It’s not traditional business ROI; however, you can still track it. You can look… If you approach social media as a branding tool, branding and customer service tool, which is the number one reason to be on it, then your ROI shifts. It’s not an actual dollar amount ROI. But if you’re approaching it as a branding tool, and you’re having posts for one, two, three, 5000 people are seeing your content on a regular basis, a large portion of them are interacting. And then you go over and you have Google Analytics on your website, you can see how many people have come from the social media channels to your website to look at content.

It’s a slightly different way to look at ROI; but it’s still definitely… The more following you have, the more exposure you have for your brand, the better brand recognition you have, you can build brand loyalty. And then you can see it carry over into your website when you’re tracking your analytics and seeing what platforms they’re coming from, how many people are showing up. And going the extra mile to learn more about you and then eventually either come into your storefront restaurant, whatever your business is, or buy from you online.

RP: Right. I think for a lot of small business owners, maybe they don’t realize the importance of brand recognition. And a great example that I always think of is Coke and Pepsi. I mean these are two companies that to me, they’ve been around since the beginning of time, everybody knows about them. And why do they need to post commercials with polar bears, during Christmas? They’re Coke and polar bears has nothing to do with each other.

However, it’s simply a brand awareness, it’s to make people feel warm and fuzzy about drinking Coke versus Pepsi. I’m sure it’s targeted maybe to little kids, I don’t know. But having that brand awareness is very important, especially when you are… If you have a sales team, even if you’re just a solo entrepreneur going out and making sales calls on your own, just by having a good presence online because people are going to do research, is going to add to your credibility and it’s going to make it much easier for you to sell whatever service or product it is that you’re offering.

SG: Absolutely. You definitely need to have a good online… Just because you’re a smaller company, doesn’t mean you need to not do the things that the big companies do. Just think of some of the larger companies like Nike, their slogan, “Just do it”, it’s a little swoosh. They’ve trained us by constantly putting that out there, that we all remember it. It takes about 20 touches for somebody to remember a brand or a logo, things like that.

You want to make sure it’s what brand recognition, brand consistency, across all the social media channels. And yeah, even if you walk into someone and they like you or you’re reverting to them, they’re still going to research you online. They’re going to look at your website, they’re going to look at your social media platforms and see what you’re doing, what you’re putting out there, if you are genuine before they buy from you.

RP: Alright. Perfect. Alright, Sarah, it is… Our time is up, I should say. And I do want to thank you. So, small business owners, if you’re out there and you’ve been doing the same-old same-old on your Twitter and Facebook and you’ve seen a decline in visibility, or you just don’t feel like there’s a lot of traction, hopefully you’ve found some tips and tricks out of today’s broadcast that will help you, or at least give you some food for thought to do some additional research online to see what the right solution is for you.

RP: Or, always contact Sarah Giometti, this is one of her specialties, is social media. Sarah, I appreciate your time and I hope you have a wonderful day.

SG: Thank you, Ryan, I hope you do as well!

RP: Alright. Thank you. Bye.

SG: Bye.

About Ryan Perry

Ryan Perry has taken his 10+ years of business ownership and hands-on marketing skills and focused them on online marketing. In April of 2009, he started Simple Biz Support with an emphasis on Search Engine Optimization (SEO). Ryan is propelling local business websites to the top of Google, Yahoo and Bing resulting in increased market exposure and revenue for his clients using a variety of internet marketing tools including blogs, article submissions and video. Additionally, Ryan speaks and vlogs (video blogs) about internet marketing, educating business owners how to effectively use various SEO tools and techniques to promote their business on the internet. Ryan currently resides in Santa Rosa, CA. Connect with Ryan on Google+