Author Archives: admin
Author Archives: admin
Before we begin diving into this topic, you need to have a basic understanding of how the Audience Insights tool on the Facebook Business Manager works. I will write my go-bye for it later, but for now, I recommend you check out the HubSpot’s post on Facebook Audience Insight.
Quick Update: The easiest way to get to Facebook Audience Insight tool is from your main Facebook account page, in the left-hand column, click “Ad Manager.”
This brings you to your Business Manager Page. From here you will click the three lines at the top left, and a drop-down menu will appear. You can select Audience Insights, and you are now in the tool. From here follow HubSpot’s Guide on how to navigate and use the basic features of Audience Insights to start building your Audience for your Facebook Ad.
Okay now to dive into what you came here for. Maybe you have stared an Ad or two and to play it safe you started with a relatively basic Audience with one to three interests and advance options. Your Ad copy is simple and straightforward, but after a week of a $5.00 per day ad campaign you have not gotten and conversions, whether via messenger, link clicks, or signups.
What is the problem? Why are Customers not interested in your ad? Before you take another step take a look at your insights. How many impressions do you have? Compare that to the audience size you created. If your audience is 50,000 potential people and you have 600 impression your ad is not relevant to your selected audience and you should at this point change your audience up. Do not change your ad copy because you have not ruled that out as a negative factor in your conversion rate. If you delete both your ad copy and your audience you are not going to collect enough information to make a more informed ad later and you will continue to see a lack of conversions.
Create a new audience! Here is where I have had some trouble and found a way to think outside the generic marketing thinking when it comes to building campaigns. Facebook Advertisement is so well developed that you can narrow your ad down to items that include specific age ranges, income, household status, and a few others. The problem is this also means your potential audience is going to be very small, so unless your ad is seen by 100% of your audience do not expect much in the way of conversions.
Think Outside The BOX! Seriously, if you read the HubSpot post on using Audience Insight or you have used this tool before, you understand that Audience Insights is primarily based on people’s interests. You can guess all day long at what your audience interests are, but you should do some more digging. Miles Beckler makes a great video on using Audience Insights to take your competitors customers using this amazing tool. He mentions how he spends hours at times creating an audience. For the first dozen or so ads I ran this did not make sense to me. I simply built the copy I wanted, then selected the local geographic area I wanted to market to for the particular service/product and then built an audience based on what interests I felt where relevant to that topic.
What a waste of time…or lack thereof. I saw ZERO conversions and just wasted money, even if it was only $5.00 per day it was still wasted. However, this small budget lets me see what I was doing wrong and make changes to improve.
Every time my clients get a new customer I go to their Facebook page and see what pages they liked and created a basic excel spreadsheet to compare to other customers interests. This is where I find common interests within my customer base. This can be events, restaurants, drinking holes, magazines, video games, TV shows, and a lot more.
Think about your friends here. Most of your close friends share a lot of common interests with you right? So why wouldn’t your customers who used your product/service have similar interests, and this extends to additional potential customers?
Let me give a real-life example based on my side hustle business Doc Mobile Auto Detailing. This business generates roughly 50% of my income at the moment. I spend a lot of time testing things that I do for my digital marketing clients with this business. I ran one ad and targeted some really basic stuff. I narrowed down the local geographic area I wanted to serve because I can’t drive 5 hours to complete detail but I can drive within a 30-minute radius right! I then targeted interests such as “Auto Detailing,” “Car Wash,” and brands that I use and felt like my customers might like.
This method did bring me some customers but not very many. I realized after talking with those customers that many of them worked within a similar industry so they had hookups for auto details or they generally did the work themselves, but I won them as a client at least for one service due to a lack of time availability. Hence why it only worked with a small crowd, most people who can do something themselves will put it off until they have the time to save the money.
I then targeted high-quality car brands hoping to capture an audience that is interested in taking care of their cars. Remember you do not have to have your service as one of the interests, such as being a plumber, because your audience may not be interested in plumbers on Facebook but they still need one. Rather what interests you target is who your ads are shown to. After three days of low impressions on my “fancy car” targeting, I was driving through a nice neighborhood with a lot of nice cars. I started to notice the local college football team had a flag on almost every neighbor’s door. “Light BULB”! I pulled over and opened up One Note on my phone (favorite note taking program by the way), and I then started down a rabbit hole of Facebook Interests.
I looked at first the college football team and added that as an interest in the Audience Manager, I got 500,000 for my potential audience. I then targeted one vehicle brand at a time that I wanted to detail, and after 4 top brands being entered I now had an audience of over 250,000 people in a 25-mile radius that I could service. I changed up the photos in my ad to include high-end vehicles I had detailed and ran it at $5.00 per day.
Within 24-hours I had closed two clients, after three days I had closed five clients, and now from this one ad I continuously get 3-4 customers per week which for me is around $600.00, and I am spending only $35.00 per week on this ad. That is a pretty solid return on ad dollars, and if I upped my daily bid amount, I could reach more of that audience each day.
I run multiple ads for this one business with a maximum budget set at $150.00 per week because I can detail one vehicle and have my overhead (minus materials) taken care of for the week, everything else is profit. Each ad may serve the same geographic area but those ads target various interests, if those interests do not yield conversion, I start digging deeper and finding new ones to test.
An easy way to see how this works is to pay attention to the ads that you see. Why do you think you see these ads? For instance, I get ads for Knife brands all the time, and I like nothing regarding knives on Facebook. I see them all the time because they probably target as an interest another brand I like knowing that my demographic is Veteran Military and likes this particular brand and may like knives. Which I do like knives but I am not in a buying position. But at this point, I have seen these companies’ ads enough and checked out their reviews and products, which when I am ready to buy a knife, I won’t do any shopping around.
By targeting high-end cars, I am assuming that most people who buy nice cars want to take care of their investment. Then by also targeting fans of an expense private college football team, I am targeting people who have nice cars and are interested in Football, and I have been able to close a lot of them. Many of them see my ad more than once (based on my 1.21 Frequency Score) so I am pretty sure that those that I have not closed yet will when they are ready to have their vehicle detailed. If my ad slows down, but I am still getting good impressions, it may mean I need to run a deal to give more incentive to buy, or then change my copy and test that with the same audience.
To wrap this up, remember to get comfortable using the Audience Insight tool. Then start small and build basic audiences and see how they perform. Dig deeper into the audience you selected to see what common interests they have to be able to create more specific targeting. For example, say I wanted to target Oil Rig workers who work long shifts and are in town for a short period, but when targeting just Oil Rig Workers, I get almost zero conversions. However, if I start looking up guys and gals who have Oil and Gas listed as their occupancy, I can find what bars they go to when they are in the area or interests they have and then target those, so my ad has a better chance of getting on their Facebook and Instagram feeds creating more conversions.
To end this all, if you are interested in getting a walkthrough of this process one-on-one, you can contact me directly, and I will answer any questions you have. If you are running into some hiccups as you test this method out for yourself, leave me a comment!
Thanks for stopping by and hope to see you around again
Quick Guide To Helping You On Your Path To Creating New Customers
If you take a step back and look at your business. Think about your customers and what they did to find your business. Did they search a term and find you on Google that you rank for? Did they go to Google and look for a “how to” that you created content on?
Those are more obvious examples of how consumers find what they are looking for. What about the ambiguous ways in which your business is or can be discovered? People who understand Search features use Facebook to get recommendations or see if someone links to a product or service via Pinterest, linked-in, Google, and other social media platforms.
Many times an advertisement that a consumer sees or hears, whether on a billboard, TV, radio or online creates an interest. Consumers see products and services every day that they are interested in. Things they put into their memory bank for later when they know more about the product/service or can justify to themselves (weighing need and desire) making the next step and (a.) finding more info (b.) purchasing.
What happens when consumers remember the products/service but not the company they saw offering it? I have bought items from various categories that I originally had seen elsewhere but when it became time for me to buy I didn't remember the name or company.
In comes your favorite search engine (normally Google) and the research to find the product/service begins.
Sometimes you are successful, but usually, you search terms relevant to the product and or service, and they may not yield the exact results desired. Why does understanding this matter?
Content and advertisements can be tailored to these search terms to help consumers find your product/service. Its why we use keywords on content and why when we create advertisements we target interests related to our niche. We are always looking for the best product/service and of course price. Many times we forgo cost just for the quality, especially with the trend in current society on reusable products and sustainability.
How To Capitalize On The Internet To Find Customers
Go to google and search anything relevant to your niche. This can quickly turn into a “rabbit hole” which to me is a good thing. It's starting with an idea and then expanding on it until you create focus and then ultimately achieve your goal. In this case, that goal is to reach customers and then turn them into “your” customers.
Look at blogs and threads. I spend a large portion of my time going to local neighborhood apps such as Next Door or Round.io. Next door is where neighbors communicate. They ask questions about products and services. A quick CTRL+F, or the Mac equivalent and some search terms related to your niche such as “plumber” or “computer repair” or “kids clothes” and so forth can land you some results. Here you have the opportunity to leave a comment and recommend your service with a link to your website and reviews. Questions asked several months ago could still be relevant to a neighbor who takes the same steps. They look for someone asking about the best “landscape” company and then find your answer creating a potential lead for you.
Round.io associated pictures on Instagram and Flickr to a specific location, and if you are working on ranking locally, you can help customers find you by commenting on geotagged images near you.
Facebook groups are a great way to reach out to customers. You have to be careful because groups do not always appreciate you leaving your information on their threads, but if someone has asked a question specific to your niche and there has not been a solid answer by another group member you can leave your input. If you create the answer in the right way, you can avoid annoying the admins. These types of threads are also great for getting keyword ideas; this can be a gold mine if you are incognito and just observing how people are using keywords relevant to your niche.
Quora is a search engine where people ask questions and get answers from industry content creators. Or Joe Smo who knows a thing or two about the question being asked. It is useful to see if questions are being asked about your product/service and if correct answers have been given. It is also useful in creating traffic to your webpage. You can bookmark a question if you have a good answer but need to write content on it (content creation idea) then go back and post a link to your newly created content with a summary answer on the site.
How Competitors Can Land You Business
Simple answer. If you are trying to create traffic through paid advertising, you can target a competitors brand/website/content into your advertisement targeting. Targeting your competitors in your ads allows you to capitalize on the images of your competitors but helps direct their consumers to a local offering or cost leader product/service, i.e., you. Many huge brands are much greater than me when it comes to Internet Marketing services. However, I target those brands whose content ranks high in google and then direct consumers who find their content to my page and offer my service at a rate they can more readily afford with the same level of quality and possible a greater level of personal service.
This is where the power of content creation comes in handy. You can have the best advertisement on Facebook, Google, or any other advertising platform but if when consumers click through to your website you offer limited information or have a poor website lacking reviews from customers or information supporting your offering you turn traffic into high bounce rates instead of conversions. Ensure your content is relevant and of good quality, before you try to re-direct consumers from your competitors, otherwise your efforts will be wasted.
I can personally attest to being a small business owner and thumping my head on how I can generate more customers. Old school methods like cold calling businesses can be great but are time-consuming. In the same amount of time, I can write multiple pieces of content and reach out to hundreds of thousands of consumers online interested in my niche.
Use the power of the internet and the ability to access multiple places quickly and even at the same time. I have never spent even an hour researching online and felt my time was wasted. Start researching and if you have a questions leave me a comment and I’ll do my best to assist.
Keyword research serves multiple purposes. First and foremost it should serve to boost your page content onto SERPs and help to outrank your competitors. Understanding this key concept can help you in finding the ideal keywords for your blog.
Starting at keyword research step one.
You need to know what you want to write about and what purpose it is going to serve your readers and followers.
A website that has a lot of images, quality headers, sub-headings, and your general information won’t rank well. You have to tell Google and other SERPs what your webpage is about, and they do this by assessing your content.
Example: I chose to write this post because I spent months trying to figure out how to best search for keywords that I would be able to rank. Granted my keywords where relevant, but somehow I was just not ranking. After solving that problem, I wanted to share what worked for me.
From here you should start writing your content. You could start by conducting keyword research to integrate into your content, but I recommend writing what comes naturally without having to worry about keyword integration. Think of adding keywords to your content like using a thesaurus. You find a better way to describe your content with keywords, and so they should come after you write.
For more information on content development check here.
Keyword Search Tools
There is a variety of keyword search tools to choose from. They can range from Free to requiring a monthly/yearly fee. To those that only offer keyword searches with basic data, to more extensive data analysis.
Here is a breakdown of the Top Keyword Research Tools.
Google Keyword Planner is the first place I always start because (a) it is free and (b) provides content creation ideas via the Ad Group Ideas column. KW Finder is a great tool as it gives me the primary data that I am looking for (a) keyword suggestions (b) ranking difficulty (c) competitors ranking for my keywords. There are several other high-quality keyword tools such as SEMRUSH, they have a higher monthly/annual fee, but they do offer several additional tools for more in-depth analysis.
Start with keywords and long tail keywords that are relevant to your niche written on a piece of paper, then you can brainstorm or mind map out various categories, subcategories, and the related keywords to help create future content ideas. You do not have to use these keywords, but they will help you understand what your competitors are using, find similar keywords, and find alternate keywords (remember to think thesaurus).
Round House Kick
You can write the standard recommended the 300-word content post, but I would shoot for 500 to 1000 words. It gives you more opportunities to integrate quality keywords and creates more potential keywords you can rank for keywords that you did not originally intend.
You can win on rankings over competitors by writing high-quality content with greater word count. Say your competitor wrote a 270-word article about a topic in your industry. You could write on the same topic, from your own words, and expand on it with a total of 1000 words and over a couple of weeks outrank your competitor. This is especially true of local SEO.
Here is the kicker!
Use tools like open site explorer to see how your website Domain Authority and Page Authority rank. These two numbers in conjunction with information gained from KW Finder will let you know if the content you post will beat out your competitors. If you have a 20/100 DA (domain authority) and 18/100 PA (page authority) while your competitors have 25/100 DA and 26/100 PA with only 300 words of content, you can easily write a high-quality post and outrank their DA/PA. With focused keyword research, taking that SERP spot and maybe a few others.
From the Image: You can see if I am trying to rank for Lower back pain relief the websites in the right column have a high DA and PA, and the left column shows the difficulty level. Here I can select the arrow next to one of the keywords to get additional recommendations. You can find a variation to the long tail keyword and use rank for a lower difficulty score that will still help you rank. The same process works with any type of keyword. Search your keyword, look at the difficulty and alternate keywords and look at how your page ranks compared to others ranking for that keyword. If they have a lower DA and PA you can write content that will outrank them. If they have a higher DA and PA, take a look at their content and see if you can improve upon what they wrote and you could over time outrank them based on better “user engagement” with your content.
For local SEO I recommend going to the actual sites of your competitors. A simple overview of the website pages they are ranking for that you want to beat can tell you a lot and even generate some content ideas.
Wrapping it up
A couple of final key components to wrap up your keyword research for your content. Ensure that your keywords are integrated nicely into your headers and subheaders. If you are using a keyword such as “Arlington Chiropractor” I would run a tail off of your main keyword “Arlington Chiropractor: 5 Home Remedies for Lower Back Pain”, in fact, you can optimize for two keywords here; Chiropractor and Lower back pain.
Ensure your meta-description (the description that shows in Google under a link) has your keyword. Google pulls the description from the 1st 300 words of text if you do not specify your meta description in your html coding. If you are using Yoast SEO in WordPress, you can write out what you want your meta description to be in the plugin tool.
Final note, I recommend a comment box on your website at the end of each post. Allowing people to ask further questions, get more keyword mentions, and start a quality user engagement on your site. Just ensure you have time to respond to questions and comments. I love comments as they are a great tool to use to create more content for questions and feedback.
Drop a comment let me know if you need any help on this topic.
Thanks for reading and keep coming back for more FREE content marketing tips
-Stay Easy and Keep Building