Tim Peterson says, “It’s a weekday, so there’s a good chance Facebook is recalibrating its all-important News Feed algorithm. And as is often the case that means Pages will have a tougher time getting unpaid placements in people’s feeds. This time around Facebook is making Pages’ organic reach even more dependent on people sharing Page posts with their friends. “If a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page... [...]

Khalid Saleh says, “With 1.09 billion users, Facebook is an advertiser’s dream come true. But this immense reach also brings with it a lot of challenges. As click-through rates drop and competition increases, it’s more important than ever to run a conversion-focused Facebook ad campaign. In this post, I’ll share four things you can do to create a Facebook campaign that brings in leads, not just traffic. 1. Run broad tests before zeroing in on an audience set Facebook’s targeting capabilities are its biggest strength. You can zoom in and target cat lovers who like Kanye West and live... [...]

Ayaz NAnji says, “What motivates people to share third-party content on Facebook with their friends? Are there differences between why men and women share on the social network? To find out, Fractl surveyed 2,000 consumers about what they share on Facebook and why they share. The researchers focused on third-party content: i.e., why people post links/articles/videos from external websites to Facebook and why they reshare external links that other users post. Some 48% of respondents say the primary reason they post third-party content to Facebook is to entertain their friends. Just 17% share... [...]

Joe Pulizzi says, “Small screens, big screens. Screens. Screens. Screens. Oh, how many screens you’ve seen! Few people know about Dr. Seuss’ The Screen Book, sequel to The Foot Book. OK, he never wrote The Screen Book, but had he lived a few more decades, he might have. Electronic devices today are as numerous, diverse, and move-around-able as the world’s feet. Mobile — our umbrella term for today’s portable computing devices and the plugged-in-yet-untethered lifestyle they have engendered — has taken over. What’s a content professional to do? Greg Verdino, managing partner... [...]

Daniel Kushner says, “Facebook is a powerful social media outlet, even for B2B marketers. Though it’s known as the social network of choice for B2C companies, and some have concerns whether organic Facebook marketing is still viable for B2B companies, the fact remains that with 1.5 billion monthly active users, Facebook still reigns supreme for market reach potential, regardless of industry. How can you make use of Facebook when organic reach for B2B seems to be declining? The answer, in part, is “pay to play”: Facebook advertising. Beyond the power of tailoring ads to specific... [...]

Tim Peterson says, “Some publishers and creators are already making money from using Facebook Live. Facebook pays them. But Facebook isn’t going to pay everyone. So if Facebook wants everyone — especially digital celebrities and publishers that are used to making money from their YouTube videos — to be using Facebook Live, then at some point, Facebook will need to find a way to help them generate their own revenue. And it’s getting closer to that point. On Thursday, at VidCon, the digital video industry’s version of Comic-Con, Ana Kasparian from digital video news network The Young... [...]

Patricio Robles says, “For merchants that sell to their customers offline, assessing the efficacy of Facebook ad campaigns can be challenging. This is because establishing a direct link between those campaigns and offline sales is often a guessing game, particularly for small, local businesses. But savvy merchants will soon be able to change that thanks to Facebook’s Offline Conversions API. As the name suggests, the Offline Conversions API gives merchants advertising on Facebook the ability to track how their Facebook campaigns drive offline action. It functions similarly to Google’s... [...]

Patricio Robles says, “For merchants that sell to their customers offline, assessing the efficacy of Facebook ad campaigns can be challenging. This is because establishing a direct link between those campaigns and offline sales is often a guessing game, particularly for small, local businesses. But savvy merchants will soon be able to change that thanks to Facebook’s Offline Conversions API. As the name suggests, the Offline Conversions API gives merchants advertising on Facebook the ability to track how their Facebook campaigns drive offline action. It functions similarly to Google’s... [...]

Tim Peterson says, “You’re probably going to start noticing more advertorials adopting Facebook’s Instant Articles format. On Friday, Facebook added some cosmetic changes to branded Instant Articles that highlight the brand involved and give them a little more flexibility with the look of their content. The changes are pretty minor — automatically adding a brand’s logo to the byline, as well as new colors, text styles and spacing for the corresponding content — but they combine to give brands more control over and visibility within their advertorials, which could give publishers... [...]

Devon Vocke says, “Simply getting someone to subscribe to your email list is a big feat. Unfortunately, your next challenge is even greater. It’s time to turn the subscriber into a loyal customer. Don’t worry, it’s not an impossible task. The key is in applying a personal touch. Remember that the order of your priorities should be: – Relationships first – Content quality over quantity – Providing value in return for subscribing – Conversions as a result Apply these seven tips to your email marketing campaign, and you are sure to earn the conversions you need”. Tapping... [...]