You may have noticed that we have been expanding the focus of the Weekly Pulse. We’ve moved from purely Facebook to bring you a variety of Social Media Marketing content. Instagram and Twitter feature in this week’s Pulse as well as some tips on writing great social media posts. We are really excited to share our experiment on how A/B ad testing tripled our ROI. We hope you enjoy our more diversified weekly review of all the best social media marketing content.
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#1 6 A/B Ad Tests to Supercharge ROI & Reduce Costs
Author: Emeric Ernoult AgoraPulse
Why read this article?
There is no ‘one size fits all’ way to attract new leads with Facebook advertising. The cost and ROI can vary significantly depending on your target audience. That’s what makes A/B testing so important and so awesome! Learn how to split test your ads, reduce new lead acquisition costs and increase ROI.
What’s the PULSE on This?
Because Facebook can’t target intent it’s a good idea advertise for an audience of qualified leads. Offer an e-book, reviews, blog content etc.
Before you start split testing it is important to remember that you need to track a large audience through the entire funnel when analyzing your data. Only rely on statistically relevant information before changing your strategy.
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- Power Editor is a must as you can track more than one conversion pixel and AdEspresso is a cost effective tool that makes split testing easier.
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- When testing Interests it is best to combine them with a Lookalike Audience, based on a Custom Audience of existing clients.
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- If you have a large enough audience it is a good idea to split test based on Gender, you never know who is most likely to make the final purchase decision. The same logic applies to Age Range
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- Create custom Landing Pages for your ads and split test their effectiveness. Creating a great landing page will reduce your cost per acquisition
#2 11 Snappy Ideas for What to Post on Instagram
Author: Aaron Lee, for Post Planner
Why read this article?
Instagram is a HOT social media platform at the moment and if you’re not on it, it’s time you were! Engagement on Instagram is generally excellent and it offers businesses the opportunity to give fans and potential customers a window into their world. Looking for inspiration on what to post? Look no further.
What’s the PULSE on This?
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- Behind the scenes photos are a great way of letting fans feel a part of your business and showing them the people behind the product. Remember social is about people, not brands.
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- ‘Throw back Thursday’ #TBT is a great opportunity to post old photos and show fans where your business has come from.
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- Show your sense of humour with funny photos, memes and quotes.
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- Give Instagram Hyperlapse a try or post a short video.
#3 10 Writing Tips for Social Media Posts
Author: Cari Bennette for Social Mouths
Why read this article?
Some people find it really difficult to write content, including posts on their social media networks. Thankfully, like anything in life, it is something that you can improve with practice. There are also guidelines you can follow. Here are some great tips for improving your writing skills when it comes to social posts.
What’s the PULSE on This?
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- Don’t post for the sake of it – make sure that there is a purpose to the content you create.
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- Add longer posts into your content mix, particularly on Facebook
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- Spend time creating a great headline that grabs your audience’s attention – make sure it matches the content though!
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- Use great images along with your content – they will help hold your audience’s attention.
#4 Twitter Cards: What Are They & How to Use Them
Author: Jason How for AgoraPulse
Why read this article?
Twitter cards help your content stand out from the crowd. They have significant potential as a marketing tool for businesses on the platform, yet many people are confused about what exactly they are and how to use them.
What’s the PULSE on This?
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- Twitter Cards magnify the impact of shares as the card will also be shown to followers.
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- There are 7 types of standard Twitter cards including cards optimized for product information and a gallery card to highlight a collection of 4 images.
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- There are two premium cards available to advertisers – a lead generation card and a website card to help improve ROI through direct marketing on Twitter.
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- Each Twitter Card should send one clear message; make sure to include great copy and high quality images.
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- Try to serve Twitter cards as part of a conversation, rather than spamming people with in-your-face sales messages.
#5 Social Media or Email Marketing – Where to Focus?
Author: Emily Everett for The Online Marketing Institute
Why read this article?
When prioritising time and budget it is important for businesses to allocate resources to the strategies that are giving the best return. Social Media Marketing is really popular at the moment – and for good reason. The question is, how does it stack up against an old reliable like email marketing?
What’s the PULSE on This?
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- A robust social media presence is a necessity for most businesses – your customers expect to be able to check you out online and see what other people are saying about you.
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- Email marketing can provide an excellent and cost effective ROI, particularly if you have a high quality database of past and present customers, as well as future prospects.
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- Analyze the ROI from both sources and allocate your resources accordingly.
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- Social media allows businesses to build a community based on trust and reliability. This intangible asset can be difficult to measure.
Did we leave anything out? Why not let us know what you think of this week’s roundup? “Like” us on Facebook and leave your comments and if you would like to know more about your page reach, check out our cool [free] tool.
