Want More Prospects? Here’s How Facebook Advertising Will Evolve in 2018

Want More Prospects? Here’s How Facebook Advertising Will Evolve in 2018

close up of facebook advertising page on a computer screen facebook is the largest social media network on the web

Billions of users reside on Facebook. The targeting is so specific, you can even turn off ads to people who have clicked on them before. It can also be inexpensive if you know what you’re doing. No wonder it’s one of the top advertising platform for marketers.

In the next year to come, we can all expect Facebook to evolve in deeper ways. These evolutions include both new features and shifts in the way business will be able to use Facebook ads to reach prospects.

Let’s explore the most important Facebook advertising trends for 2018. With them, you can improve your marketing funnel and hopefully find more leads than ever in the coming year.

The Importance of Facebook Video Ads

young girl watching mobile video smart phone wear headphones lying on bed

Video marketing is a powerful way to connect with customers. A well-made video can be entertaining, informative and very engaging. It can allow you to provide valuable information to your customers.

Video is one of the most shareable forms of online content, too, which makes it ideal for many businesses who know they can count on their customers to be brand ambassadors and share the video on social media.

Mobile audiences eat up video more hungrily than ever. Altogether, Facebook users watch over 100 million hours of video a day.

With just a few Facebook video ads, you can improve engagement and prospecting. You also help people remember your messaging since people remember video almost seven-times better than they do text.

More Diverse Ad Types

In addition to video ads, Facebook has been quietly diversifying their ad inventory. Marketers and small business owners can use these ad formats to accomplish specific business goals.

  • Carousel ads can use multiple images, multiple offers, or multiple USPs in one go, providing a richer experience and a more compelling CTA.
  • Slideshow ads use lightweight video to load faster and intrude less on the browsing experience. They can be a great transition for small businesses looking to create more video.
  • Collection ads allow users to browse through multiple products or informational pages in-app. This grows awareness while generating less friction compared to an outbound link.
  • Canvas mobile Facebook ad formats transform your ad from a single video or image into a full screen, scrolling experience. Use them to showcase high-quality assets or nurture prospects further along in the buy cycle.
  • Dynamic ads can use a single ad template to promote several products or create customized pitches for different segments. These ads maximize relevance and returns while helping you A/B test more quickly.
  • Link ads include a prominent, customizable CTA button to direct prospects to a landing page or offer. They encourage action, increasing conversions.
  • Lead ads incorporate a lead capture form directly in the app! We’ll explain the significance of this ad type and similar formats below.

Understanding and taking advantage of these Ad Types will be a large key to success.

Facebook Likes to Keep People On The Facebook Platform

Ad formats like lead ads and collection ads keep audiences in-app as they interact with your brand.

For instance, Lead ads pull up a lead capture form in-app and auto populates it with information from the users Facebook user profile. This feature dramatically reduces friction in your marketing funnel, encouraging more prospects to convert thanks to the simpler process. You also reduce the number of needed assets by getting rid of certain landing pages.

Because of these abilities, Hubspot asserts that Lead ads can “skyrocket conversion rates and make mobile ads more effective for B2B marketers.”

Understanding Facebook’s goals for their user experience will enable you to get the most out of your Facebook advertising budget.

Paid Advertising Increases (As Organic Reach Nosedives)

chart going through the floor. economic crisis concept.

Facebook is the largest social media site, and its users have a very high level of engagement, with many of them visiting the site multiple times each day.

You probably already have a Facebook page, but if you’re not also using some of Facebook’s paid advertising options for local businesses, you’re missing out on some concrete and affordable ways to attract new customers to your website.

While social media offers an easy way to reach out to users wherever they live, local businesses need to be able to focus their advertising on the people who are most likely to turn into customers.

Facebook Local Awareness Ads are a great way to do that. To run one, all you need is a Facebook page for your business that includes your street address. Facebook will take care of the targeting based on your zip code.

Of course, you’ll need to write a good ad and include a compelling image. But after you do that, Facebook offers an array of ways to engage with customers using their call to action buttons:

  • Message Now is a button that lets customers send a private message right to your inbox, which can be great if you want to encourage questions.
  • Call Now is a button that allows mobile users to call your business with the click of a button. It’s a very important feature to consider if you feel that the majority of your customers are accessing social media on their mobile devices.
  • Get Directions lets customers get interactive directions to your business using their mobile devices.
  • Learn More will redirect customers to the page of your choice on your website, allowing you to share valuable information with them or encourage them to sign up for your list.

All the above options can help increase traffic to your site. Because Facebook ads are pay-per-click, you get the benefit of exposure because many customers who see your ad might not click it.

It might be tempting to think that a customer who doesn’t click is one who found the ad to be ineffective. Just remember – many customers need more than one engagement with a brand before they make a purchase.

A customer who sees your ad several times over the course of a month may walk into your store one day without ever having clicked your ad.

Take Advantage of Facebook Advertising Trends in 2018 and Beyond

close up shot of a young man uses facebook app on the new apple iphone 6s in the office

By looking to the above Facebook Advertising trends your business can find greater successes in reaching your ideal prospects to grow in 2018.

Make sure you combine your Facebook Advertising strategy with other digital marketing practices for maximum gains.



What’s Your Local Score?

Enter any business name and zip code and see how optimized it is for local search.

5 Ways Facebook is Becoming a Threat to Google in Local Search

5 Ways Facebook is Becoming a Threat to Google in Local Search

What if we told you that Google might not be as important a resource for local search as you think it is?

You’d probably think we’re crazy. Nobody can challenge Google when it comes to search supremacy.


Well, when it comes to local search, that might not be true.

We’re not talking about Bing or Yahoo or any traditional search engine. Instead, the search option that might overtake Google in local search isn’t a search engine at all.

It’s Facebook.

The social media giant is undeniably a powerhouse when it comes to marketing small businesses. And given how likely consumers are to connect with local brands on social media, it should come as no surprise that Facebook searches are making inroads against Google.

Here’s what you need to know to take advantage of Facebook local search for your business.

#1: Facebook Is Using Location in New Ways

As recently as 2015, Facebook’s search function was quite ineffective for local search. People who searched for businesses near them got incomplete (and often inaccurate) results.

Today, in mid-2017, Facebook highlights the locations of businesses at the top of their home pages and on the “About” tab.

Facebook’s search function defaults now to local search. Before, if a user searched for a type of business, they might get results from their hometown – or from halfway around the world.

Today, the search returns only businesses located within a couple of miles of the searcher’s location. That’s a huge improvement.

Another key change is that Facebook now recognizes when to use location – and when to leave it alone.

For example, a search for a type of business or an attraction – such as a restaurant or a park – returns relevant local results showing Places first, and then, local businesses as appropriate.

When a user searches for something else, such as a celebrity or book, Facebook disregards locations and returns other results that are relevant to the search.

Review Managment, Reputation Management JVI Mobile

#2: Facebook Local Searches Return Helpful Information

One of Google’s big advantages in local search is their ability to show relevant information – such as hours, distances, and maps – in their search results.

And now, Facebook does that too.

In fact, when you search for a business on Facebook, you’ll see a ton of pertinent data in your list of search results, including:

  • Profile picture and other photos
  • The street address of the business
  • The distance from you
  • Whether the business is open or closed
  • The average star rating from Facebook reviews

That’s a huge amount of information – and it can make a tremendous difference when it comes to attracting Facebook users to your business.

Everything they need to know is at their fingertips, and that means that you’ll get more clicks, calls, and visits as a result of a Facebook search.

#3: Facebook Is Crowdsourcing Its Databases

One of Facebook’s value propositions for businesses is that it’s a social media giant with a huge number of users. As of June 2017, that number has topped two billion!

Two billion people have a ton of collective knowledge, and Facebook is now putting that knowledge to work for local businesses.

When a user checks in at a local business on Facebook, they get a series of questions about the business – questions designed to help other users learn about it.

For example, they might be asked:

  • Does this business have available parking?
  • Does your map show the correct location of this business?

The benefit of this type of crowdsourcing is clear. It ensures that anybody who searches your business on Facebook will have access to accurate and detailed data about your business to help them decide whether to buy from you.

#4: Friend Posts and Local Search Are Integrated

Would you be more likely to frequent a local business if you knew your friends liked it?

If you’re like most people, the answer is yes. That’s because social proof is a huge driver of business in digital marketing.

Even reviews from strangers on sites like Yelp carry a lot of weight, with 88% of people saying they read reviews at least some of the time.

Facebook now uses Friend check-ins and posts in combination with local search.

What does that mean? When you search for a local business, you might see an announcement that the business was “visited by friends.”

You can click to see which friends have visited. And when you search for a business, you will also get Friend Posts in your search results so you can see what your friends have to say.

#5: Facebook Has Created City Guides

Which would you rather do when you visit a new city: go to a business that caters to tourists or visit one that the locals love?

If you’re like a lot of people, you’d choose the latter option. Now, Facebook local search makes it easy for people to find out what the locals say about your business – and for locals to get to know about your business in a new way.

In addition to displaying business information such as location, hours, and reviews, the city guides also show which friends have visited each business listed.

Make the Most of Your Facebook Profile

Want people to be able to find you on Facebook? Here are some quick steps you can take to make it easy for them.

  1. Fill out your profile completely. Make sure that your name, address, and phone number are listed properly and consistent with other online listings.
  2. When you put in your address, check to make sure that Facebook displays a map with a pin at the top of your profile. (It should show up automatically, but doesn’t always!)
  3. Answer as many questions as you can, even if it means simply answering “no” to questions that don’t apply to you. This eliminates the need for crowdsourcing and ensures accuracy.
  4. Activate Facebook buttons like “Call” and “Make an Appointment” to streamline the interaction process.
  5. Add additional business categories if they apply to you. You only need to provide one, but adding additional options can broaden the chances that people will find you.

Providing Facebook with the information needed to help searchers find you is easy – and can have a huge impact on your traffic.

Google Still Matters…

… But Facebook matters too when it comes to local search.

Take a few minutes to optimize your business description and page – and see the difference that local Facebook traffic can make to your business.

Learn more about digital marketing by visiting JVI Mobile Marketing or by contacting us!

What’s Your Local Score?

Enter any business name and zip code and see how optimized it is for local search.

The Future of Video Marketing: How to Use Facebook Live to Engage and Entertain Customers

The Future of Video Marketing: How to Use Facebook Live to Engage and Entertain Customers

Why Your Business Needs Video Marketing

Video marketing is a powerful way to connect with customers. A well-made video can be entertaining, informative and very engaging. It can allow you to provide valuable information to your customers. Video is one of the most shareable forms of online content, too, which makes it ideal for many businesses who know they can count on their customers to be brand ambassadors and share the video on social media.

Like everything else online, the world of video marketing is evolving. While you can still upload videos to your YouTube channel and share them online, there’s also a new kid in town – live video. One of the most accessible options, which allows companies to fully integrate video marketing into their Facebook marketing, is Facebook Live.

What Is Facebook Live?

Facebook Live is a video streaming option that Facebook began rolling out in select markets in 2015. First available to businesses and people with verified accounts, as of early 2016 it is available to anybody who has the Facebook iOS app.

While there are other live streaming options available, such as Meerkat and Periscope, Facebook Live does have some things that make it unique:

  • Unlike Periscope videos, the video is saved and will be available to you and your customers as long as you leave it on your page.
  • It’s very easy to use – all you need to do is click the video icon at the top of your page and start recording.
  • As you record, you can see a count of how many people are watching as well as comments from viewers, making it truly interactive.
  • After you are done streaming, you can share the video on your website, blog, or even on other social media accounts.

Perhaps the most important benefit of Facebook Live is that it is free. Because it lends itself to “talking head” videos, you don’t need to spend much on production.

Load your business with 5 star reviews

Creative Ideas for Using Facebook Live

As you might imagine, there are dozens of ways that you can use Facebook Live to engage your customers. Here are some that you may want to consider.

  1. Unveil a new product. Do you create your own products? Are you getting a much-anticipated product in your store? A great way to build buzz and show what you have to offer is to launch a live video and show people instead of telling them. For example, if you have a boxed product, you might choose to do an unboxing video. An apparel store might reveal a new item of clothing and then have a model come out to show viewers what it looks like on a real person.
  2. Do a product demonstration. This is an especially good option if your product has multiple potential uses. For example, the owner of a craft supply store might decide to do a demo showing five different ways to use a particular product. It’s a good way to sell products by showing people their versatility.
  3. Are you offering an in-store class or event? Consider streaming it live so that people who are unable to attend in person can see it online. You can even create an event page on Facebook and invite people to sign up to attend. Facebook will send reminders about the event to increase the chances that people will remember to watch when the time comes.
  4. If you are speaking at a conference or event, ask the event’s organizers if you can film your speech. If they agree, all you need to do is mount your phone nearby or ask someone to use your phone to film you. As long as your speech is less than 90 minutes, you can stream it on Facebook.
  5. Have a Q & A session with your customers. One thing that consumers crave is personal attention from the businesses they patronize. Why not use live video to encourage questions and comments? This can be especially helpful if you offer a service because it gives you an opportunity to provide valuable information that might help a customer who’s on the fence make the decision to buy.
  6. Take a customer poll. Are you wondering what people think of your products, or what kind of content readers want to see on your blog? Instead of guessing, ask them. Go live on Facebook and ask direct questions of your viewers. They can post their responses in the comments, giving you the opportunity to have a real give-and-take with them – and ideas for future blog posts and videos.
  7. Are you an artisan? Do you make your own products? If you do, Facebook Live is the perfect medium to give customers a behind-the-scenes look at what you do and how you do it. Even if your process is too long or involved to demonstrate in a single video, you can show different stages of production or talk about your creative process. When people understand what goes into making a product, they may have a greater interest in buying it than they did before.
  8. If you have posted a particularly provocative or controversial blog post, use Facebook Live to read it out loud and get people to talk to you about it. You can encourage people to leave comments on the video and respond on air as you see fit.
  9. Do an interview with someone interesting in your industry. For example, if you own a book store and you have an author in your store, why not ask if you can film a short interview and stream it on Facebook? You can also have someone interview you if you prefer.

As you can see, Facebook Live is incredibly versatile for video marketing. It’s a way of making customers feel that they are personally connected with you even when you are miles away. It can help build brand loyalty and increase sales. Best of all, it’s a free form of marketing and one that – in the end – requires very little of your time and offers the potential to help your business to grow.

Learn more about digital marketing by visiting JVI Mobile Marketing or by contacting us!

What’s Your Local Score?

Enter any business name and zip code and see how optimized it is for local search.

5 Facebook Features You Probably Didn’t Know Existed

5 Facebook Features You Probably Didn’t Know Existed

Put These Hidden Facebook Features To Use TODAY!

If you’re managing a Facebook page for your business, the chances are good that you are missing out on some great tools and features. While setting up a page for your business is easy, Facebook doesn’t offer a ton of guidance about some of the things you can do with a business page. Some of the tools they offer can help make managing your page easier, while others can be used to make your ads more effective.

  1. Importing Email Contacts
    This feature provides a quick and easy way to let your existing customers know about your Facebook page. If you have an email list or client database, you can import it into Facebook and send invitations to everyone on your list asking them to “Like” your page. To use this feature, all you need to do is click on the ellipsis that appears next to the SHARE button at the top of your Facebook Timeline.
    Then click the “Invite Friends” option and it will give you the opportunity to import your email list from a variety of places, including:
    -Autoresponder sites like Constant Contact and MailChimp
    -Email providers like Outlook, Gmail and Yahoo
    Google Hangouts or Facebook Messenger 
    It is important to note that you are limited to importing 5,000 addresses per day. If you have a huge database you may need to do it in batches. You can select specific names from a list or choose the whole group. That means it’s easy to eliminate clients who have already liked your page and focus on those who have not.
  2. Using Free Stock Photographs in Facebook Ads
    If you have ever gone looking for stock photographs to use for your business, you know that they can sometimes be expensive. One nice perk that Facebook offers advertisers is free access to a huge database of stock photographs courtesy of Shutterstock.
    You can access this feature when you first setup your ad, or going to your Manage Ads page and clicking “Edit Ad”. You will see three options for images:
    -Upload image
    -Choose Image from Library
    -Stock Images
    You may already have images to use in your ads, but if you don’t this is a good way to make your ad more appealing. Research shows that people respond more strongly to images than they do to text alone, and a compelling picture can do a lot in terms of getting people to click on your ad. However, it is important to make sure that you check that the image you choose meets Facebook’s guidelines.
  3. Schedule Facebook Posts in Advance
    Many companies use social media management tools like Hootsuite, Post Planner or our favorite, MySoPro to manage their social media content. However, you don’t need to pay for an online tool to schedule Facebook posts. The ability to do so is built right into your Facebook page.
    Like many Facebook features, this one requires a little detective work to find. To access it, click the “Publishing Tools” tab at the very top of your Timeline. When you do, you will see a menu on the left with an option to schedule posts.
    You can draft your posts and specify the date and time you want them published. You have all of the same options you would have when sharing a post in real time. That means you can include links to websites and articles, as well as embedding videos and photographs.
    The nice thing about this feature is that it means you can be sure you will always have new content on your page, even on weekends or when you are on vacation.MySoPro | Like Hootsuite but better - and with unlimited accounts - and an image editor built in | JVI Mobile
  4. Check the Relevance of Your Ad
    One of the nicest things about social media advertising is that you can get feedback, in real time, about how your ad is performing. With Facebook, you get a notification every time someone new follows your page, and you also get information about the number of people your posts reach. These are important things to know because they can help you identify the content that matters the most to your audience.
    A relatively new thing that you can find on Facebook is a score that rates the relevance of your ad. It takes into account things like comments, video views, clicks, likes, and shares. If people are telling Facebook to hide your ad, that can decrease its relevance. You can access this feature from your Manage Ads page.
    What’s the benefit of tracking your ad’s relevance? Sometimes companies don’t make adequate use of Facebook’s demographics and psychographics when targeting their ads. If a large number of people are telling Facebook that your ad is not relevant to them, it may be time to take a look at who is seeing it. Your ad spending won’t do you any good if you’re wasting it on people who aren’t interested.
  5. Add Pages to Watch
    Every skilled marketer knows the importance of monitoring the competition. Regardless of your industry, there are other companies online who are in direct competition with you. Many of them undoubtedly maintain a presence on Facebook. Facebook gives you an easy- and free- way to monitor the competition’s social media activity. To access it, all you need to do is go to the Facebook Insights page and scroll down to the bottom.  You can add up to five pages and track things such as the number of likes they get or how often they post new content. These are helpful things to know. If your competition is posting new content twice a day and you’re only posting a few times a week, you may need to increase the frequency of your posts to keep up with them.

All of the above tools are free and very easy to use. Facebook is constantly adding new tools and features, and keeping up with them can be tricky. The features mentioned here are ones you would be unlikely to stumble upon unless you made the effort to scroll through all of your ad management tools to see what you had missed. Using them is a good way to make sure you are getting the most bang for your Facebook advertising buck.

Do you own a small local business but don’t know where to start online? Learn more about digital marketing by visiting JVI Mobile Marketing or by contacting us!

What’s Your Local Score?

Enter any business name and zip code and see how optimized it is for local search.

6 Winning Content Marketing Strategies for Local Business

6 Winning Content Marketing Strategies for Local Business

Effective Online Marketing

As a small business owner, you know that effective online marketing plays a significant role in the success of your company. The competition for internet users’ attention is fierce, and if you want to make your company stand out from the competition, you have to stretch your marketing budget as far as you can. You might not have the money to take out Google ads or even to pay for Facebook advertising, but that doesn’t mean that you have to accept lackluster marketing results. Content marketing is a major piece of any online marketing strategy.

Content Marketing strategies for your local business
“Content isn’t just words on a page, it’s everything you put out there on the web to engage your audience.”

Content marketing is the key to help your company succeed. When you make the effort to create unique and valuable content to share online, you can let what you create speak for you without having to spend a lot of money. The kind of content you create, as well as how and when you share it, are both important when it comes to spreading the word about your company. With that in mind, let’s look at 6 content marketing strategies that you can use to help increase traffic to your website and grow your business.

1. Concentrate your content creation efforts on evergreen content. Evergreen content is content that isn’t likely to feel dated anytime soon. For example, a blog post about a current event would not be considered evergreen; a post that defined some industry terms and jargon would be considered evergreen.

The key is to find topics that will interest your current and future customers for some time to come. Some examples might include how-to guides, tutorials, frequently asked questions, and posts addressing problems that are common to your customers. For example, if you own an apparel store, a post about dressing different body types could have a long life online because it will always be of concern to the people who shop at your store. You can and should re-post evergreen content periodically, and make updates as needed.

2. Concentrate your SEO efforts on getting high-quality backlinks and using local keywords. If you know anything at all about search engine optimization (SEO), you know that it’s a broad topic and one that is constantly changing. In the early days of the internet, all a webmaster had to do was stuff websites with keywords to get a high rank on Google. Today, search algorithms are very sophisticated. Keyword density is only one small piece of the puzzle.

Content Marketing for Google and SEO Results

Ranking for top keywords will be difficult, but that doesn’t mean that you shouldn’t think about keywords. For local companies, the best option is to focus on long-tail keywords with a geographical component. Instead of aiming at a keyword like “video games,” you might decide to try to rank for “buy video games in Forest Grove.” It’s a longer keyword, but one that local customers are likely to use when looking for a local retailer. The same is true of backlinks. The number of backlinks you get is less important than the quality of your backlinks.

There are certainly sources where you can buy back links, but that’s considered a “black hat” SEO practice and is just as likely to earn you a penalty from Google as it is to bring traffic to your website. Instead, look for guest blogging opportunities on websites that are relevant to your business. Also try to get your site listed in industry directories.

3. Use social media wisely. A lot of small companies make the mistake of looking at Facebook (or Twitter or Instagram) as a way to advertise themselves. The problem with that it is that it completely leaves out the social aspects of social media. The people who follow you on social media are not doing so because they want to be at the receiving end of an endless stream of promotional messages. They do it because they want to be entertained, engaged, and informed. This is one of the most misunderstood content marketing methods.

MySoPro | Like Hootsuite but better - and with unlimited accounts - and an image editor built in | JVI Mobile

” At least 80% of your social media content should be aimed at providing value to your followers.” That means that for every five things you post, four of them should be entertaining, relevant, and devoid of any overt sales pitches. The other one can be a direct marketing appeal, but even then, you should make sure to include something of value for your followers.

JVI Mobile uses the LENS method for social media posts. Listening (L) posts are designed to begin a conversation and create engagement (like, comment and share). Educating (E) posts are facts, trivia, do-you-know, or how-to posts designed to teach the reader. Networking (N) posts are written to share other people’s content while tagging them and building online relationships. Selling (S) posts are where you promote your products and/or services and should be used the least (20% of the time). Using the LENS method, you will develop a clear, 20/20 vision for your social media presence.

Content Marketing - JVI Mobile - Content is King4. Encourage readers and followers to share your content. The whole point of content marketing is to bring new visitors to your website and ultimately, to your business. For that reason, it isn’t enough simply to create compelling content; you must also make that content interesting enough to share, and provide people with the means of sharing it.

To make it interesting, write a great headline – many people who write online say that they spend as much time on their headlines as they do on the rest of their content combined – that includes numbers or compelling words like tips, tricks, ways, ideas, lessons, or facts.

It’s also important to keep your headline short. No more than 65 words so that the whole title can be viewed on a list of Google search results. In terms of making it shareable, you should embed social sharing buttons on your website and blog, and actively encourage your followers to share your content. You won’t want to do it on every post, but on something that you think is especially likely to attract new customers, come right out and ask people to share what you’ve created.

5. Find ways to make your content visually compelling. The average internet user is exposed to hundreds of pieces of content per day. You can make yours stand out by adding compelling images – originals are best, since many stock photos are generic and not very exciting – infographics, or videos are even better. An infographic can be an especially good way to share a large volume of information or data. It’s easier to read and absorb than an article would be, and infographics are highly shareable, and videos are naturally more engaging for visitors than reading a lot of text.

6. Submit a Press Release. Don’t underestimate a well written PR, it’s like a news nugget that online search engines like Google, Yahoo and Bing love as well as it attracts local press. It’s an easy way to boost your online visibility, and marketing your business at the same time. Once you’ve submitted your PR online – contact your local news media and ask if they would publish it too – you may be surprised!

Whether you do it yourself through directories like PR Web or PR Newswire or hire marketing agency to create and submit it on your behalf, press releases are a great content marketing strategy for any local business.

If you use these six strategies, your content will always be compelling, entertaining, and valuable to your followers. The more value you provide, the more likely it is that one-time customers will become repeat customers and that new visitors to your website will end up buying from you.

Learn more about digital marketing by visiting JVI Mobile Marketing or by contacting us!

What’s Your Local Score?

Enter any business name and zip code and see how optimized it is for local search.