Instagram for Business

How to Advertise On Instagram for Small Businesses

Using Instagram ads for your Small Business is a no-brainer.

Not only do more than one billion people use Instagram every month, but engagement numbers for the app are way higher than both Facebook and Twitter.

That’s why we want to introduce you to Instagram advertising, which gives you the chance to aim your content to the Instagram users who count.

Let’s get started.

How to Advertise on Instagram for Small Business

What are Instagram ads?

In 2013, Instagram first began offering limited ad services after being purchased by Facebook.

It wasn’t until 2015 when they allowed advertising of all shapes and sizes. Companies and businesses found Instagram to be a huge factor for growth.

And because Instagram is integrated with Facebook Ad Manager, brands can leverage Facebook’s massive cache of user information to advertise directly to their target audience.

If that’s not enough to convince you that Instagram ads are great, here are a few numbers: 75% of users interact with Instagram ads like purchasing a product or going to a website.

How much do Instagram ads cost?

The cost of your specific Instagram ad will be unique to you. After all, not all ads are the same. the average cost-per-click for Instagram ads is around $0.70 – $0.80. This figure comes from the data of more than $300 million of ad spend.

Keep in mind that this is just the average cost-per-click. Your Instagram ad might end up costing less or more depending on plenty of factors. For example, the costs can fluctuate based on the ages you choose to target.

Types of Instagram ads

Instagram offers five ad formats:

  • Stories ads
  • Photo ads
  • Video ads
  • Carousel ads
  • Collection ads

Each of these ad formats is woven into users’ Feeds and Stories and offers a non-disruptive user experience.

Instagram also offers different types of call-to-actions that can help you collect more leads. We’ll include these in the description of the ad formats.

Let’s take a look at each of these ad types and see how they work.

Stories ads

Call-to-Action Buttons:

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Instagram Stories Ads are full-screen ads that appear in between users’ Stories.

With 500 million Instagram users viewing Stories every day, you will receive the potential to reach a massive audience with your ad.

Stories ads, you can target your audience and select how often they see your ad. Because Stories will expire after 24 hours and they’re the ideal format for sharing limited-time offers and promotions.

Small businesses can also take advantage of all Instagram Stories features such as adding face filters, video effects, and text to create fun and creative promotions.

This allows you to make Instagram Stories ads that look and feel like your normal posts which creates a seamless experience for your users. The call-to-action takes the form of a swipe-up feature that takes audiences directly to your website from your Stories ad.

Photo ads

Call-to-action buttons:

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Get Showtimes

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Photo ads allow brands to showcase products and services through awesome and compelling images.

If you’re already crafting good visual content, Instagram photo ads allow you to share it with even more people.

One example of this comes from Parachute Home, a home linens business. They successfully promoted a 60-night trial of their bedding with a “Shop Now” call-to-action button.

Parachute’s Instagram posts also have a distinctive look and feel. They created this by often displaying their products in authentic, beautiful bedroom spaces—and their photo ads were consistent with this style.

The ads were targeted to men and women aged 18 to 54, with audience profiles based on their core customers’ profiles.

The result? A 3.7x return on advertising spend, and a click-through-rate that was twice as high as their ads on other platforms.

Businesses can borrow Parachute Homes’ strategy by creating Custom and Lookalike Audiences on Facebook Ads Manager.

Video ads

Call-to-Action Buttons:

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Instagram users love video.

In fact, time spent watching videos on Instagram was up more than 80% year-over-year in 2017.

And Instagram has taken notice. That’s why they’ve made it easier than ever before for advertisers to utilize videos for their brands.

One great example of a successful video ad campaign comes from Lionsgate UK for their film “La La Land.”

To promote one of the biggest movies of the year, Lionsgate UK team knew that they had to target a younger audience (age 18 to 24). But younger people are mostly unfamiliar with big Hollywood musicals.

Luckily, the team knew that Instagram users were drawn towards themes like romance, travel, and fashion. They used these themes to create 10 short, bite-sized videos. Then they targeted their exact audience.

The results were astounding:

24 point increase in ad recall

8 point increase in brand awareness

4 point increase in movie viewing intent

12 point increase in movie viewing intent among females

Check out the case study on the successful ad campaign here for more.

Carousel ads

Call-to-action buttons:

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Call Now

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Carousel ads allow users to swipe through a series of images or videos (like a carousel) with a call-to-action button to redirect them directly to your website.

They do a number of cool things:

Highlight multiple products

Share a multi-part story

Dive deep into a single service in up to 10 images or videos

Kayla Itsines, the founder of fitness empire Bikini Body Guide, utilized a series of video carousel ads to raise awareness and downloads of the workout app Sweat: Kayla Itsines Fitness.

The carousel format allowed her to display short fitness sequences showing how users could exercise anywhere (and anytime) with the app.

The campaign was targeted to women aged 18 to 42, reaching 6.4 million people and leading to an incredible 21-point lift in brand awareness.

Carousel ads are perfect for a brand that wanted to show the versatility of its content and would be a good fit for other brands with diverse creative assets, like food and fashion companies.

Call-to-action buttons:

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Purchase

Introduced in early-2018, Instagram Collection ads are a relatively new addition.

The way they work is simple: When users see an ad from your brand, they’ll have the option to purchase products directly from the ad.

They combine the power of photos, videos, and direct-response marketing all in one powerful advertisement.

One brand that used Instagram Collection ads to great success was Zattini, a clothing e-commerce store.

Using Collections, they showcased their products and discounts with the goal of increasing sales. The result was a 6.3% increase in conversions. Their Collections ad also came at a 41.9% lower cost compared to other ad formats.

To help you decide which Ad style you’d want to try, we prepared this segment for you.

What is my goal?

Your social media goal is the North Star for all decisions when it comes to your Instagram ad campaign. It will help you decide what to pursue and, more importantly, what not to pursue.

For example, if you’re trying to raise brand awareness, you want to avoid something like Collection ads, as they directly sell products. Instead, you should choose a photo or video ad with a CTA that directs to your website. Doing this not only helps you with your sales but will help you elevate your brand through captivating content.

But if you’re simply trying to sell products, you will want to use a Collections ad that will allow users to purchase products directly from the ad itself.

Or let’s say you have multiple products that you’re launching and you want to show them off. A Carousel ad will be perfect for this as you can show users several captivating images of your products.

No matter what ad format you choose to go with, make sure it’s in line with your goals

Now that you know the different types of Instagram ad formats—and how to choose a good one—let’s jump into how exactly you can launch a successful Instagram campaign.

Conclusion

There are a lot of features over social media apps and websites that are useful for your business and Instagram is one of these.

If you decide to include Instagram in your advertisement platform, there is no question that it will significantly affect your business in a positive way.

If you need digital marketing services for your company, or if you own a small business and need a digital marketing agency, contact us at Logical Assembly.

Linked Advertising

A Beginners Guide to LinkedIn Advertising

Word has been spreading that LinkedIn may be the up and coming advertising player this year.

LinkedIn has offered advertising services for years now, but it was only recently when they have really nailed down the craft of being an ad service provider and social media networking website.

What really helps set LinkedIn ads apart from other social media advertising platforms, like Facebook, is their B2B targeting options. B2B marketers flock to LinkedIn because almost every professional have LinkedIn accounts.

Knowing this, LinkedIn has optimized its targeting options to allow marketers to really aim and connect with people of a specific profession

Want to focus on the information technology industry? You can target it with LinkedIn ads.

Want to reach CEOs of investment firms? Yes, you can reach them with LinkedIn ads.

Want to receive applications from those college graduates with experience as general managers of natural food grocery stores? You can get really close and personal to them with LinkedIn ads, as well.

Because of that business-to-business option, many business owners are going to LinkedIn with their budgets this year. However, it doesn’t mean that they aren’t advertising on Facebook, too, but depending on their budget they may be heading to LinkedIn first.

Do keep in mind that with LinkedIn the cost is going to be a lot greater than Facebook, so make sure you’ve got plenty of cash before trying this method.

Have the necessary money and ready to be dealt a hand? Let’s go over some ground rules first.

LinkedIn Advertising Guide: An Overview

Before, LinkedIn used to be extremely limited with its advertising options, almost without any space for advertisers to really accomplish their goals.

That has since changed and will continue to change going into the future, with the aim to give more freedom for advertisers.
Now, with LinkedIn ads, you can make ads based on what you need to do.

In this article, we will assume that you already know what you need to achieve and have your goals in mind.

With that said, in order to successfully run an advertisement on LinkedIn, your goal needs to be one of these

  • Brand awareness.
  • Website visits.
  • Engagement.
  • Video views.
  • Lead generation.
  • Website conversions.
  • Job applicants.

Organic engagement on LinkedIn is already a given deal with almost everyone on LinkedIn.

As LinkedIn’s algorithm isn’t as strict and picky as Facebook’s, allocating all of your budgets toward LinkedIn engagement ads may not be the most ideal bet for every business.

We suggest picking an objective that is a bit more direct like job applications or website conversions.

You’re generally going to be paying more on LinkedIn for each accomplished objective, so get to the point and be a bit blunter with how you chose your ad objectives.

Based on the objective you have specified, you’d be given five different ad types to attempt:

Sponsored Content

Think of this as a promoted post. You will be promoting an article or post from your company page that appears in the LinkedIn feed.

At most times, these ads do have the highest CPC on average so proceed with caution and make sure the content you’re promoting is well planned and well-executed.

Text Ads

These are the minuscule ads you may or may not notice on the right side of your LinkedIn feed. This might remind you of Facebook Ads circa 2010.

Aside from the right column, these ads may sometimes appear beneath the “People You May Know” section. This is where your text contents can absolutely make or break your ad conversions.

Test a few different strategies but make sure to get to the point with these ads.

Sponsored InMail

This is an amusing way to spam someone’s LinkedIn inbox. But, when done properly, it can really have a conversion rate higher than any of the other LinkedIn ad options.

Because these ads need to come from a personal profile rather than a branded business page, people are less likely to fee that they are being sold as they can actually communicate with a genuine representative of the business.

But please make it a point to never copy and paste templates to your prospect or any of your demographic. Make sure and make each InMail professional and personal.

Video Ads

A bit self-explanatory here, but LinkedIn’s video ads will help you promote your videos to your correct target market. This is one reason that you should be creating a ton of video content.

Make sure to test various videos to see which type of video according to topic, length, real-life or animation, gives you the most conversions.

Conclusion

In this modern-day of advertising and company growth, it is important that any business owner or manager must get whatever help he can in order to keep up the pace. 

By utilizing LinkedIn on its utmost potential, small business owners will have the capacity and the capability to compete with much larger companies. 
By using the steps above, we can assure you that everything will be alright with your LinkedIn marketing campaign.

If you have any questions, feel free to contact us at Logical Assembly.

Facebook Page

7 Easy Ways to Optimize Facebook Business Page for SEO

A lot of small business owners are using social media in order to advertise or promote their social media. There are currently 3 million active advertisers on Facebook alone.

As a result, there are a lot of rumors going on about the correct way to optimize your Facebook Page for Search Engine Optimization. Some people say that by using keywords as filenames of your uploads and by linking every URL you own to your page, you will achieve the desired results. 

But worry not, we are here to provide you with a simple solution to your question.

Here are five easy ways to optimize your Facebook Page. 

7 Ways to Optimize Your Facebook Page

  • Choose the Best Name for your Facebook Page

The most basic and most important step in optimizing your brand on Facebook.

In order to create a name that works, try keeping your name plain and simple by avoiding any additions with tons of generic keywords like this for example: “Jack’s Bakery – Muffins, Bagels, Cookies, Bread & Pastries – Catering & Events.” 

While this might seem good and might actually earn a few clicks and visits, this would actually stunt your viral growth rate inside Facebook as this would appear too spammy and would lead users to less likely engage with your page. 

This means that you would lose all those precious share posts and updates with their Facebook Freinds. And worse, they might even select to hide your updates from their news feed and would bring you to eternal marketing online limbo!

You also do not want to be too generic either, though. Facebook has a strict system with the intent to represent real businesses, brands, personalities, etc. By choosing something too generic, you increase the risk of Facebook shutting down your page and permanently lose the ability to post updates and reach out to your intended audience.

  • Create a custom fan page URL

When your page accumulates 25 likes, Facebook allows you to create a new and unique URL (or a username as Facebook calls it) for the page. Because URLs are heavily weighted by search engines, it is important that your URL reflects an aspect of your business. 

  • Use keywords in strategic locations on your Page

Like any traditional website, optimization by using keywords is the most important form of on-site SEO. The most important pieces are About section, Mission, and Company Description since these areas are actually pulled from the page as elements of SEO. 

To optimize if further for searches inside your locality, it is should not be forgotten to include your Adress, City, State, and Zip. For product-related searches, the Company Overview, Mission, and Products fields should be filled in with the appropriate and correct information. 

  • Include your phone number and address

As surprising as it may sound, there is a good number of businesses out there that don’t include this vital information on their Facebook Business Page. As a majority of your sales may come from online traffic, it may appear to be not quite important for you to include. But remember, when you are indexing your brand for local search results, it is crucial that this information must be on board. 

In addition, Google places a higher priority on pages with specific information like your business’s phone number and address. So, pages that include this type of data will effectively boost your brand’s overall SEO

  • Backlink to your fan page on existing channels

According to Google, the more inbound links to your page, the more authoritative it will appear which in turn will make it help to rank higher. That is why it is very important for bloggers when they have their content linked to each other from other websites, blogs, and all other available channels

The same principle applies to your Facebook page as well. So always remember that where it is appropriate, include a link to our fan page from your other online channels like your website, blog, and other social media accounts. 

  • Optimize Facebook Fan Page Status Updates

Whenever you’re posting updates to your Facebook wall, always remember that the first 18 characters of a Facebook post serve as the meta description. Take advantage of this option when Facebook asks you to “Write Something…” since that text will be considered the SEO title for that update. 

Including direct links to your small business website in your status updates is also a good practice to follow

  • SEO for Facebook Notes

Facebook Notes is something that is a feature that is usually overlooked by most users. When used correctly, Facebook Notes can provide your business page with an awesome way of increasing your overall SEO. 

Facebook Notes gives your page the ability to create multiple “pages” underneath the main fan page. Notes is also an amazing way to expand on special offers or events that your business is hosting and make them indexed in search engines.

Conclusion

Never forget that the overarching objective of Facebook SEO is adding value to your overall brand. It is important to pay attention to the comparison between raw traffic and engagement levels. 

While using the methods above can actually help you boost your SERP ranking, the most important part is that it coincides with an equally amazing product and flawless engagement to grow your following. 

If you have any questions, feel free to contact us at Logical Assembly.