If you’re a Facebook page admin, you’ve no doubt seen the prompt asking if you want to “boost” a post. In this post we take a look at Facebook boosted posts versus ads and what you should focus on using for your e-commerce business.
Leaving Etsy is a little bit like leaving home to go to college. Now that you're on your own, you'll notice all the little things Etsy was doing for you without you noticing, and you'll have to learn to do those things on your own. You CAN do it, but it's best if you formulate a plan before making the leap.
Facebook recently announced the ability for advertisers to target people on Facebook based on their previous interactions with Facebook fan pages. In this post, I break down what this means for small advertisers and give you some ideas for how to use the new Facebook Page Engagement Audiences to further your Facebook campaigns and sell more products.
The current political climate has many business owners feeling a conflict between expressing their personal political beliefs and writing company messaging. In this post, I've pulled together examples from 10 small clothing brands that show how different business owners are approaching the idea of incorporating activism into their brand messaging.
But here's the real value of using video on Facebook: Facebook allows you to create custom audiences of people who have watched as little as 3 seconds of one of your videos. This means once someone has interacted with your video they're familiar with your brand and you can start using different targeted ads with them. In other words, once someone watches one of your videos, you can send them those BUY NOW offers.
When you're a small business just getting started, you don't have the audience size to effectively use retargeting and Facebook Custom Audiences. Here's how to use Facebook Audience Insights to do customer research that will help you fill the top of your funnel, so you can find new customers to market to (and eventually retarget).
Kit automates the creation and execution of Facebook ads for your Shopify store. But is using a robot virtual assistant an effective way to grow traffic and boost sales? It depends on what type of products you sell and how big your current audiences and customer list is already. In this post, I break down the ways in which Kit can be helpful to Shopify store owners and the ways in which you're better of learning to use Facebook ads and creating your own based on a real strategy.
Rather than plan the creative for my Facebook ads within the ads manager itself, I like to use a couple of tools to help me find inspiration for and write ads outside the Facebook application. I find the planning and mockup tools I use help me write better Facebook ad copy and, in the end, my ads perform better. Here I give you a rundown of what those tools are and how to use them.
If you're using Paypal to process payments from your Shopify store, you might notice an issue with your Google Analytics reporting listing Paypal as a referral source in your ecommerce reporting. This is happening because shoppers are leaving and then reentering your website while using the Paypal checkout, and it means that your referral data reporting, which tells you how buyers actually found your website, is inaccurate. This is bad for business! But not to worry, there is a quick fix. Here's how to eliminate Paypal as a referral source from your Google Analytics reporting.
Congratulations on launching your Shopify website! Now that the hard work of designing and developing your e-commerce store is done, you're ready to embark on the fun task of marketing it. How do you get traffic to a newly-launched Shopify store? Here are 20 ideas for everything from SEO to doing your own press outreach to get you started. Good luck!
Keyword research is a long process that can take many hours. If you're a business owner crunched for time, there are still improvements you can make to your website's search visibility (a process called SEO) that don't involve having to come up with — and optimizing your site for — a big list of keywords. BONUS: download a printable checklist of these high-level SEO fixes.
One of the first things I recommend my clients do when they start working with me is sign up for alerts from Help a Reporter Out (HARO). HARO is an organization that sends out multiple emails a day to a list of nearly half a million people with requests from legit journalists for quotes and sources to include in articles. For businesses, it's an awesome way to get free publicity and to build back links to your website, which is important for SEO.
HOW HARO WORKS
HARO is free to join. You can sign up for multiple email lists depending on what category of pitches you'd like to get in your inbox (Health & Fitness, Business & Finance, etc.). Each email contains multiple journalist queries that you respond directly to with your pitch. (The email addresses are masked, much like what happens with Craigslist email addresses.)
To give you an idea of what's in the emails, here's a sample HARO query from a journalist that I stripped of identifying info:
Summary: Are You a Mattress Industry Expert?
I'm writing a 2-part series about mattresses. Part I will be about the sudden rise in online-only brands like Casper, Saatva, intelliBED, and so forth...
If you have some expert insight into this segment of the
mattress industry, our 2,000,000+ monthly readers would love to hear from you!
The idea is: you respond quickly and get quoted in the article. Bam! Free publicity and (hopefully!) a back link to your website.
GETTING FREE PR WITH HARO IS HARDER THAN IT LOOKS
It may seem easy, but there are some roadblocks to getting free PR with HARO.
First is that HARO is real-time and super competitive. You need to be one of the fastest people to respond (we're talking minutes) or you likely won't be selected for a story feature, especially if it's a popular topic for a big publication. (Pro tip: big publications in HARO are often listed as "anonymous" in the query.)
Second, it takes time to compose thoughtful pitches based on the queries. Even if you do find a query that's a perfect fit for your business, it takes at least 10 minutes to compose a thoughtful and relevant pitch that includes all the required information.
HARO has an extensive list of rules for pitching, among them: you're not allowed to include attachments; you're not allowed to farm the email addresses of journalists listed for later use; you're not allowed to pitch anything unrelated to the story; and you're not allowed to have someone pitch on your behalf without a direct response from you.
Even after all that, it's never a guarantee that a journalist will respond to your pitch, since they get TONS of responses from other people like you. Your brand or business has to be the perfect fit for the story or you'll probably never hear from the journalist at all.
BIG TIME SUCK. NO GUARANTEED RESULTS.
Really the BIGGEST barrier to using HARO to get free PR is that HARO emails are overwhelming, to put it lightly. If you're farming queries, you're probably signed up for 2 or 3 of their lists and getting 2 or 3 emails from each list every day. That's a TON of email. If you're a business owner, you probably have better things to do than sift through every HARO email looking for a chance at a query that you can respond to for press purposes. HARO offers a paid version that sifts queries for you, but that starts at $19/month. With no guarantee of placement — not to mention you're still doing ALL the work — that's cost prohibitive for lots of businesses.
The time involved in sifting through and responding to queries means most people sign up for HARO, then never check the emails. The communications pile up unopened, and eventually you unsubscribe. You probably even feel a little irritated hearing or seeing the word HARO.
The fact is if you DO bother to sort through and respond to queries with regularity (and professionalism) you'll probably eventually get featured somewhere. But how do you make it worth your time?
5 HACKS TO HELP YOU USE HARO TO GET FREE PR
1. Set up filters in Gmail to automatically float relevant HARO pitches to the top of your inbox.
You can use Gmail filters + relevant keywords to store relevant pitches in a folder or mark them as a priority in your inbox in Gmail. Want to see exactly how to set this up? Check out the FREE DOWNLOAD at the end of this post.
2. Set up an email "canned response" with a generic query response and important information about your business auto-filled.
You'll likely use the same language in a lot of your pitches, so autofill a response template that you pre-populate with important information using the Canned Response Google Lab feature. Then you simply have to pepper in the details that correspond to the individual query. This cuts your individual response time in half!
Don't know what to say? No problem! Brigitte Lyons at B has already put together an awesome pitch template for HARO, so just stick that sucker in a canned response and run with it!
3. Set up a press page on your website and link to it in the canned response.
This is a page on your website that contains all the information a journalist would need about you so they don't have to follow up with you personally to get it. It includes press photos, founder bios, your founding story, key products and services, a short summation of who you are, and contact information. Launch Grow Joy has an awesome blog post about how to set up a press page on your website with great examples.
Create one on your website and link to it somewhere in the canned response. This way you're providing useful information should the journalist require it, but you're not bombarding them with info in your email. (It also shows that you're prepared for press coverage!)
4. Don't follow up directly with journalists, but do make a note of who they are and find them on Twitter.
But DON'T TWEET AT THEM. Gah! If you haven't already, create a private list on Twitter called "Journalists" and add the journalists you pitch via HARO to that list. You can find the journalists by Googling their name and adding "Twitter" (e.g. "Guy Raz twitter") or using MuckRack.
Monitor your journalist list and engage with those people in real-life. Re-tweet their stuff! This is called relationship building. If they cover your industry, who knows, they may find you interesting and cover you in a later story.
5. Add that journalist's name to your HARO Gmail filters.
Now you know that a journalist who writes about your industry uses HARO. You might want to know about future queries they put in just in case they pertain again to your business. Use the same steps outlined above to add that particular journalist's name to your Gmail filters. Need help with that? Download the tutorial.
Get the Tutorial: Setting Up HARO Hacks in Gmail
Get step-by-step instructions for setting up important filters and alerts for HARO emails in Gmail.
Blogging is valuable for small businesses for many reasons, among them increase your website's search rankings, and showcasing your industry expertise.
But it's really hard to come up with content for a business blog, especially for people with no writing or editorial background.
How do you come up with ideas for enough topics to fill a year's worth of content? What do your clients and customers want to hear from you?
When people visit your site, they're often in the comparison stage, meaning they're actively looking at other business websites, sometimes in rapid succession, while trying to assess whether your products or services are the right fit for them. They're directly comparing your products or services, as described on your website, to those of your competitors.
So what kind of content are you creating to win those visitors over?
When Medium debuted, some businesses made a big deal of moving their blogs over to Medium and posting content there exclusively. They did this mainly because Medium gets so much more traffic, and therefore your blog posts get a lot more exposure there.
So you might be wondering: should I move my blog over to Medium?
Several years ago I kept noticing how, even though I was a social media manager, Jem used Twitter more than I did because his feed was actually relevant to him. So I decided to clean up my feed. I had been following 1,500+ people, some from as far back as 2008. So I decided to pare down to following just over 300 people, like Jem.
This transformed the way I used Twitter.
Stop thinking of your customers and website visitors simply as "people who are interested in my business" and treat them like real people whose problems you have a unique ability to solve.
What kind of information do you have in your head because, by creating a product or service for that target, you understand their related wants and needs?
Part of my job as an SEO consultant and web copywriter is working with clients while they are in the process of redesigning their website.
When that vision finally launches, you feel like celebrating. So it makes sense that you'd want to make a big announcement about your new website, right?
But you should totally not make that announcement. Why?