This Week’s Top Reads • 3/10/15
Top Line Lessons:
- Social media can be a great tool for promoting an event. Learn how to harness digital communication and drive turn out below.
- Google and Facebook ads each have their own set of benefits. Read more to figure out where to best apply your online advertising dollars.
- Video is becoming increasingly valuable and visible on Facebook as that site’s content of choice, including for advertising. Check out these tips for creating a Facebook video ad.
- Website reach is difficult to calibrate. Here are some pointers for making the most of Google Analytics to drive digital success.
When hosting an event, one must select the best promotional tools. A social media campaign can be a great way to bring attention to an event and increase turn out.
- Use Facebook ads to remarket to potential attendees.
- Share video highlights of previous events.
- Utilize surveys from former events as testimonials to validate your organization.
- Create sharable content with cohesive branding so your supporters can encourage their friends to come out.
- Post photos of attendees having fun and encourage them to tag themselves to pique the interest of others.
- Roll out an event-specific hashtag well before your event and employ it across all of your social media accounts.
- Capitalize on that hashtag by including it in the “bio” section of your accounts to heighten visibility.
- Increase excitement by sharing a photo of your guest speaker or celebrity attendee with a quote overlaid on the image.
- Humanize yourself and gain authenticity by sharing “behind-the-scenes” updates as you prepare for the event; focus on mistakes, bloopers or nearby attractions for added personalization.
- Create a Facebook event page to allow networking before the event and to share updates throughout the planning process.
- Reach out to new Instagram followers with a personal video invitation.
- Mention your event in a podcast, giving special attention to the most important takeaways.
- Make it easy for your guest speakers or special guests to promote the event by creating graphics for them that will be effective across multiple platforms.
- Take advantage of Facebook’s call-to-action buttons to drive traffic to your registration page.
- Add a graphic or hyperlink about your event at the bottom of emails to raise awareness on a daily basis.
#2. How Do Google Ads & Facebook Ads Compare?
You may be faced with the difficult decision of choosing where to allocate your online fundraising budget. Here are some facts about Facebook and Google to help discern which is a better fit for you.
- Google administers 180 billion searches per month and has the potential to reach 90% of the world’s internet users.
- Facebook has 1.28 billion monthly active users and the power to reach 43.8% of all internet users.
- Facebook has different ways of targeting audiences, including using geographic, demographic and behavioral information.
- Google offers targeting using language preferences, keywords and type of device.
- For mobile advertising, Facebook can optimize ads for iOS and android.
- Google offers budgeting ratios for mobile and for tablets, and can optimize text ads for wap-enabled phones, as well as iOS and android.
- Facebook averages under $1 CPC and a CTR of 0.027%-0.919%. Facebook also has an average conversion rate of 1-2% and an average cost per conversion of $0.34-$1.57.
- Google averages between $.35 and $5 CPC, with a 2% CTR and a 2.35% conversion rate. Their cost per conversion costs vary.
- Google is more effective with immediate sales, while Facebook is better for branding and lead generation.
Facebook is increasingly promoting video as its content of choice, including for advertising. Follow these easy tips to make sure your Facebook video ad hits the mark.
- Remember the three-second rule: a video needs to grab viewers’ attention within three seconds to prevent them from continuing to scroll through their feed. Facebook uses the three-second mark to determine “video views” as a metric to track reach.
- Silence is golden: when a video autoplays on someone’s feed, it will begin playing silently. This is especially relevant for mobile users. Make sure your content makes a great impression without sound.
- Be authentic: videos that perform best on Facebook emphasize the story and user engagement over a hard sell or call-to-action. Keep in mind that Facebook is a place to blend advertising in with general content.
- Be flexible: utilize Facebook’s targeting abilities to test content on segments of your audience, then recalibrate depending on what performs best.
- Put the customer first: Facebook provides for targeting of real people, rather than cookies. Mold content to your audience to make sure it resonates with them.
There’s more to a great website than good graphic design. A numbers-based analysis can be intimidating, but tools like Google Analytics make it easy go get started.
- Traffic sources: even a perfectly designed website won’t achieve much without any viewers. Start of by investigating the sources of your visitor traffic to increase the volume of visitors to your site.
- Visits: Think about your website the way you would about a brick-and-mortar store, with the home page as your front window. Once visitors are inside, can they find what they need?
- Time on Site: The amount of time visitors spend on your site is a great metric for success. A low number of visitors may look bad, but if they’re spending several minutes or more on your site, you are doing something right!
- Demographics: Customizing your content isn’t possible without knowing who’s visiting your site. Start off with basic info like age, gender and interests, and then begin to get to know your audience even better and tailor your site to their interests.
- Conversions: Harvesting data about conversion rates is a top way to determine the effectiveness of your efforts. You will be able to learn what is and isn’t working and re-adjust accordingly.
Maintaining a website is an ongoing process. Set goals, track data, and recalibrate as needed to focus on what is working.
Need help with social media development or website design? Contact us and we can help make the most of your online advertising efforts!