The Experts Guide To Facebook Advertising
You’ve heard of Buffer, right? But, do you know why you’ve heard of them? Do you remember where you first heard about them? There’s a pretty good chance that it was on Facebook because their Facebook ad game is on-point.
Buffer’s approach to Facebook ads is more than just brand awareness. They take their whole marketing funnel and use Facebook to push people down it. They run ads for all 3 stages of marketing – awareness, consideration, and decision. That’s something a lot of people don’t do.
We’ll let the experts at Buffer handle it from here…
- (2:32) Awareness Stage. This is the “content boosting phase.” Take your top performing content and put $50 – $100 behind it. Buffer has seen some of their posts reach 750,000 people by just putting $100 behind it. That is such a great way to build brand awareness.
- (4:20) Pro-tip: Instead of using the “Boost post” button, use Ads Manager to create a custom audience. From there use the “Use existing post” option to boost that high performing organic post. This gives you a higher level of control and (ideally) a lower CPM.
- (5:09) The main point of the Awareness Stage is just to make a new audience aware of your brand.
- (6:18) Consideration Stage. Once people familiar with your product, it’s time to get down with retargeting.
- (7:21) Custom Lookalike audiences (one of our fav tactics) are built for the Consideration Stage.
- (10:38) A real example of Buffer’s ad flow that pushes people down their funnel.
- (11:56) The $$$ stage (aka the Conversion Stage). Success here comes down to the quality of your audience, your ads, and your ability to track results.
We <3 you, Buffer.
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7 UX Lessons to Apply to Your Content Campaigns
In today’s crowded and competitive online environment, thinking of your content campaigns in terms of UX principles can really improve your brand’s chance for success.
The two should go hand-in-hand like Thelma and Louise — and if one of them makes a wrong turn, both go flying off a cliff.
In other words, UX designers and content strategists should work together for the best results. Today’s blog post from Single Grain explores this dynamic duo and how you can — and should —apply UX lessons to your content marketing strategy.
- Lesson #1: People remember how you made them feel, not what you gave them. In the world of UX, it’s well accepted that how you make a person feel ultimately matters more than what you give them. This applies to products you sell, as well as any content you give away.
- Lesson #3: You can’t create a good user experience without great content. But make sure each piece of content lives up to the same standards you’ve made for your website.
- Lesson #4: Don’t build content for content’s sake. We marketers love content marketing sooooo much that it’s tempting to believe all problems can be solved by new content pieces. Dial it back and assess your users’ greatest needs, so you can focus your energy on the solutions that will best meet them.
- Lesson #7: Improve focus by limiting choices and minimizing distraction. UX employees often limit choices in certain situations in order to focus user attention on the important elements. Content marketers can use this line of thinking by 1) Sticking to a single topic within each content piece and 2) Limiting the number of content pieces presented at any given time. To name a few.
More lessons and a ton of ~enlightening~ examples in today’s Read.
Ryan Gosling Hates Papyrus
If you watched SNL two Saturdays ago, you may remember Ryan Gosling’s now viral skit, in which his character is plagued by Avatar’s use of the Papyrus font. And again in Avatar 2?! Breaking the hearts of designers and common folk alike, Papyrus is one of those forsaken fonts, at the bottom of the font food chain with the likes of Comic Sans and Zapfino.
The skit made its way around our office, which led to a trip down school-presentation-memory-lane. Shoutout Jokerman!
The SNL writers really nailed the capital F feels on this one — reading the minds and hearts of our own designers. And, really, anyone with a grasp on basic aesthetic virtue. #saynotopapyrus
“To work well as a marketing team, the key is to understand that everyone’s end goal is the same.”