Part of the guide: Blog Traffic
If you’re just getting started with Internet Marketing, I’m guessing you’re doing some SEO.
You’ve started a blog, most likely WordPress, you’re doing SEO and getting some results. Maybe you’ve been going for years, but never dived into paid marketing.
I was the same.
I literally spent 2 years doing nothing but free marketing. My content marketing and SEO was working, so why bother with anything else, right? Well… ever since taking paid traffic seriously; my business has exploded.
Paid traffic provides more leverage and scalability than any kind of free marketing ever will. Out of all paid traffic strategies, Facebook is one of the biggest and the best.
I don’t need to tell you how big Facebook is or how it can help you.
With nearly 1 billion users, practically every Internet user is on there. Facebook has done a phenomenal job at getting people to come to the site, check their profiles and most importantly; CLICK ON ADS.
If you’ve ever heard anything bad about Facebook advertising; it’s probably because the person complaining was just doing it wrong. With Facebook advertising, you have to change your mindset.
People don’t go to Facebook to find an answer to their solution. It’s nothing like Google PPC.
People go to Google to find something, to find a product, a service, or a website that will help them. With Facebook, people are there to socialize. They are there to check their profiles, see what aunt Margaret is up to and what people are saying about them.
This makes effectively advertising on Facebook slightly more difficult, but not impossible. Facebook allows EXTREME targeting, via demographics and psychographics.
Which means if you get your targeting right, the chances are you will reach your audience on Facebook and it will be very profitable. So, this post is going to be an intro to Facebook Marketing, it’ll explain some of the core concepts and strategies behind advertising on Facebook.
Difference Between Facebook & Search Engine PPC
The biggest reason why marketers fail to adapt to Facebook PPC is because they struggle to grasp the idea of targeting their customers in a different way.
With search-based PPC your potential customers are seeking an answer. They’re searching for a solution to their problem or trying to find something specifically. (how to lose weight, how to make money online, how to stop smoking – etc)
With Facebook, your ‘potential’ customers are taking it easy, checking out pictures, playing games and socializing with their friends. They’re NOT on Facebook to solve a problem.
They’re not on Facebook to click ads. The ads are just a distraction. When you fully understand that; you’ll realize that you have to target people on Facebook differently. With normal PPC, all that matters is the demographic and keywords.
With Facebook, it’s both DEMOGRAPHIC and PSYCHOGRAPHIC.
The demographic being the age, gender, and location etc., that’s the easy part. The difficult part is the psychographic. You have to come up with the right angle to target your audience based on where they hang out. You have to determine the psychographic, which means their interests.
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How To Get Started With Facebook Advertising
1. Research Your Audience
The primary factor of successful Facebook campaigns is to know your audience. Know exactly who your audience is. You can find out this data by using sites like https://www.quantcast.com.
Simply input a few of your competitor sites into Quantcast, and it’ll show you the demographics of their visitors. If you’re trying to target the same people, you have the right demographics handed to you on a plate.
Comments
HypnoAthletics, March 29, 2013
This definitely makes more sense. Maybe it will mean more dollars for some of us authors too! I have seven years worth of blogging on 11 of my own websites to get ranking. This is very insightful and timely info. Thank you, David.
Tyronne Ratcliff, March 29, 2013
Great post Dave, if webmasters think they can hide behind their computers they got another thing coming, like you just mentioned those days are virtually over, people need to embrace this fact if they plan on being around long term, thanks for the informative post.
Emma Johnson, March 29, 2013
David, this article is spot on! Author Rank is such an important concept that many people overlook. Your explanation really helps clarify its significance. I’ve started working on my Google+ profile thanks to your advice. Keep up the great work!
Michael Lee, March 29, 2013
Thanks for the detailed breakdown, David. It’s fascinating to see how SEO strategies evolve. Author Rank seems like a game-changer, and I appreciate your tips on staying ahead of the curve. Do you have any advice on the best practices for building Author Rank quickly?
Samantha Green, March 29, 2013
This is an eye-opening post, David. The shift towards Author Rank makes a lot of sense, especially in promoting quality content. I’m curious, how long did it take you to see tangible results from focusing on Author Rank?
Chris Thompson, March 29, 2013
Great insights, David. I’ve been hearing a lot about Author Rank, but your article really explains its impact thoroughly. I’m going to start implementing these strategies right away. Any additional resources you recommend?
Linda Parker, March 29, 2013
Thank you for this comprehensive guide, David. Author Rank is definitely something I need to pay more attention to. Your step-by-step explanation is incredibly helpful. Do you think traditional SEO tactics will still hold value alongside Author Rank?
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The demographic versus psychographic split is the one part of this that actually explains why so many people’s Facebook ads flop – they set up the age and location targeting perfectly and stop there, then wonder why nobody clicks. Good, specific distinction, worth sitting with.
Simone’s exercise is close to what field teams get trained on for social prospecting, and I’d add one caution from that side: knowing the mental state someone’s in doesn’t license interrupting it the same way search intent does. On Google, showing up when someone’s already looking for a solution is welcome. On Facebook, you are the interruption to the scrolling, and the psychographic work is really about making that interruption feel worth stopping for, not just correctly aimed.
Here’s an exercise worth trying before spending anything: pull up three of your closest competitors in Quantcast like the post suggests, and instead of just noting the age and gender breakdown, write down what you think a person in that demographic was actually doing on Facebook thirty seconds before they’d see your ad. Scrolling past a friend’s vacation photos is a different mental state than reading a news article, and the psychographic angle this post gestures at starts right there. What was your last client doing thirty seconds before they noticed you?