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Is Facebook Failing Marketers? - American Marketing Assoc.

Is Facebook Failing Marketers? - American Marketing Assoc. | marketing tips | Scoop.it
Facebook purportedly connects marketers with customers, but it's more of a display ad portal than a customer engagement channel, writes Forrester's Josh Bernoff.
mcgrawmarketing's insight:

I disagree with the author...Facebook is not failing marketers...marketers are just using the channel incorrectly and are expecting performance that is not realistic.

 

"Facebook teases marketers with the idea that it will connect them to customers through social. But if you’re posting on your page, Facebook only shows that post to one in six of your followers and that proportion is getting smaller day by day. Its algorithms prioritize updates from members and on that basis, you’re likely to lose out."


Marketers know this going in...so, don't like, don't buy it.

 

I installed Fluff Busting Purity to block all ads because I got tired of the same "Buy our technology solution" based on my marketing experience.  Well, guess what, I am not in need of any 5, 6 or even 7 figure CRM/MA/BFD solutions for my work.  

 

On a recent project with a client, the research came back loud and clear - their audience uses Facebook but ignores ads.  As one clearly explained "I am there to socialize with family and friends, not make buying decisions."

 

Heartbroken, the client reluctantly elected to listen to their audience and not invest money in FB ads.  (Yes, they have a Page and they use FB for the social media platform it is...but ads aren't going to be in the cards until their audience decides to behave differently.

 

What about your business?  Or more importantly what about your clients?  Is FB a viable advertising channel or are you expecting much more than it will deliver?

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Facebook Fatigue Among Teens Should Freak Out Marketers

Facebook Fatigue Among Teens Should Freak Out Marketers | marketing tips | Scoop.it
Teenagers snubbing Facebook could mark a dramatic, and troublesome, marketing shift for youth brands

Via Genevieve Lachance
mcgrawmarketing's insight:

I've been seeing this happen over the past few years...a slow migration off Facebook to places unknown. Well those unknown places are identified in this article and I have to admit that Twitter is a huge surprise.  (Sure, it's like texting but it's not!)

 

Now we can expect to see lots of blog posts and articles on "Developing an effective strategy for SnapChat."

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Tomas Jansma | FlexMind's comment, April 13, 2013 5:43 AM
I wrote to Marck to make a 160 degree turn but he didn't answer. http://www.flexmind.nl/FlexMind-Blog/?p=766
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Facebook VS LinkedIn - Who has better Marketing & Customers? | All Infographics

Facebook VS LinkedIn - Who has better Marketing & Customers? | All Infographics | marketing tips | Scoop.it
Infographic on Facebook Vs LinkedIn marketing opportunity and approach with social media marketing on Google+ Plus Vs Facebook B2B & B2C Marketing
mcgrawmarketing's insight:

Note from Pat: I share this more as an example of how data can raise more questions than provide clear direction.

 

For example, "41% of B2B marketers that use Facebook for marketing have acquired a customer through this channel."  First, one customer probably doesn't make the channel a profitable channel for most businesses...so reporting that 'a customer' has been generated is usually a bad thing.

 

Or suggesting that Facebook is better than LinkedIn because "...business people spend more time on Facebook..." doesn't convince mean that they are searching for things to buy for work.  Personally, I don't - do you?

 

What do you think about the data on this infographic?

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7 reasons why Facebook users like a brand

7 reasons why Facebook users like a brand | marketing tips | Scoop.it
Ever wonder why Facebook users Like a brand? The results are slightly different from a previous research conducted by IBM, however, i believe that the truth lies somewhere in between.

Note from Pat: I tire of 'create great content'.  It sounds wonderful but lacks specifics - like promises made by candidates for a political office.  What is great content?  (And unless your answer is based on customer input, you're definition is wrong.)

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Here Are Facebook's 7 Biggest Problems, According To Its Top Ad Product Exec

Here Are Facebook's 7 Biggest Problems, According To Its Top Ad Product Exec | marketing tips | Scoop.it
What's going right — and wrong — at Facebook.

 

Note from Pat: A very telling read - seems as thought FB is leaving a great deal of $$$ on the table.

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GM to yank $10M in Facebook ads, saying they don't work

GM to yank $10M in Facebook ads, saying they don't work | marketing tips | Scoop.it
The automaker began re-evaluating its Facebook strategy earlier this year. According to the Wall Street Journal, General Motors determined that while free marketing works on the site, paid ads don't.

Note from Pat: Nice to be able to identify and redirect 25% of your under-performing advertising spend, don't you think?!

 

Oh, and note that the other $30M "...finances the design and upkeep of GM's other promotional activities on the site, which don't appear to net Facebook a dime."

 

So much for "Social media is Free!!"  And I bet we can look forward to Facebook figuring out a way to get a piece of that money.

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A scientific guide to posting tweets, Facebook posts, emails and blog posts at the best time

A scientific guide to posting tweets, Facebook posts, emails and blog posts at the best time | marketing tips | Scoop.it

"We’re pretty keen on optimal timing for social media here at Buffer, and I figured it was high time I collected ...

mcgrawmarketing's insight:

There's a lot of great information in this post so instead of me trying to condense it...print it out and find a quiet place to read and then spend 5 to 10 minutes to soak it in and figure out how it can improve your efforts.

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The Facebook Problem: Why We Need to Rethink Facebook Marketing | Social Media Today

The Facebook Problem: Why We Need to Rethink Facebook Marketing | Social Media Today | marketing tips | Scoop.it
Behind much of the chatter about Facebook is one simple idea: marketing. It is also something I like to call "the Facebook Problem."
mcgrawmarketing's insight:

Well thought and presented call to rethink Facebook - my favorite section is that too many have forgotten about integrated marketing communications and turned to FB as their one and only channel.

 

Of course, the author's call to consider the impact of the increased noise on FB is key too.  And something we need to do for all channels because as the market shifts, opportunities arise.

 

What are your thoughts?  Is FB a large part of your marketing - and are you rethinking it?  Have you tried and moved on?  

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When Do You Promote a Facebook Post?

When do you pay the money to promote a Facebook post? Use Jay Baer's STIR rule of thumb.


Via Debra Askanase
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Facebook Brand Page: You're (Probably) Doing It Wrong

Facebook Brand Page: You're (Probably) Doing It Wrong | marketing tips | Scoop.it
On average, only 6% of a brand's Facebook fans engage with its Facebook Page content.

Note from Pat: The challenge is "If the followers won't talk to you, how do you get them to come out of their shell?"  Open ended questions?  What if they Like your FB Page because you're providing relevant information and not because they want to talk?

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What are Some Decisions Made by the "Growth Team" at Facebook that Helped Facebook Reach 500 Million Users?

What are Some Decisions Made by the "Growth Team" at Facebook that Helped Facebook Reach 500 Million Users? | marketing tips | Scoop.it
What are Some Decisions Made by the "Growth Team" at Facebook that Helped Facebook Reach 500 Million Users?

Note from Pat: About as good of a look behind the curtain as you're going to get - and a lesson for small, growth-oriented business owners. 

 

Read 'Hiring' and reflect on some of your own recent hires. 

 

Also read the part of 'growth had executive support' - that means more than 'go make this happen'.  It means 'how can we help you help achieve the growth goal.'  Huge difference.

 

"The decision to make growth a canonical part of the product, engineering and operational discussion was a really important decision that the executives made."

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