Our Intertwine team members, Stephanie Hyland and Kasey Ostronic, attended the Facebook Community Boost Session this morning at KANEKO in downtown Omaha. The well-orchestrated discussion revolved around building brand awareness on Facebook and Instagram networks, how to uncover potential growth opportunities within account metrics, and the importance of creating thumb-stopping ad creative.
In a digital world where attention spans are short and the need for information is immediate, it’s more important than ever that the ad copy and messaging within your marketing efforts doesn’t get lost in your potential customer’s news feed. When on a mobile device, most people have the attention span of a goldfish…and Facebook has the research to prove it. According to data from the Statistic Brain Research Institute, goldfish have an attention span of nine seconds, while the average human attention span has gone down by 33% since the year 2000 to just 8.25 seconds in 2015. Even though it may seem impossible to effectively get your branded message in front of viewers that fast, the good news for marketers is that there are new strategies and ad formats available to create effective, mobile-first content.
When it comes to creating a thumb-stopping ad, you do not necessarily need the most expensive camera equipment to construct a unique ad. Your iPhone, with the help of a variety of free video editing apps, can help you create and deliver one-of-a-kind ads, all without breaking your marketing budget for the month. Having these free tools available allow you to create quality ads while maintaining a consistent brand aesthetic.
This event also explored a variety of business-related courses designed specifically for local entrepreneurs and advertisers so they can efficiently create and promote a brand on a local and national level. The speakers touched on how to make the most out of your current audience and how to expand those targeting efforts further to find even more potential customers. The speaker reviewed the process of choosing effective campaign objectives, how to define your target audience and how to calculate the end result within Facebook’s metrics. The speaker told attendees that it is critical for advertisers to understand the “why” behind a specific campaign rather than rushing to the execution. Without focusing on why you’re running a specific ad and what you’re trying to accomplish, advertisers can potentially miss out on targeting and creative opportunities.
According to the Facebook Community Boost presentation:
- 60% of small and medium-sized businesses on Facebook in Nebraska say Facebook has allowed them to find new customers in other cities, states or countries
- 57% of small and medium-sized businesses on Facebook in Nebraska say Facebook has helped their business increase sales
- 33% of small and medium-sized businesses in Nebraska say Facebook has helped them hire additional employees to work at their business
Attending these types of seminars are key for our team members at Intertwine. These events allow us to not only meet local business owners, but to also become very familiar with the latest industry information, formats and techniques so we can continue to provide in-depth advice and service for our clients and their social campaigns.
When it comes to your website, security is key. Establishing a strong website goes beyond a strong password or firewall within your platform. Even if your website does not house sensitive material, such as credit card information, transitioning your website address to HTTPS (Hypertext Transfer Protocol Secure) will ensure you have taken the right steps to protect your website and those who access it. HTTPS is an internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the website.
A very common misconception is that websites that house sensitive information are the only ones that need to implement HTTPS. Google encourages webmasters to adopt HTTPS to provide users with the private online experience they expect when using a website. A HTTP website has the potential to reveal information about a user’s identity and online behavior.
Transitioning your website address to include HTTPS will help eliminate potential intruders. These intruders could include those of a malicious nature or intrusive, but legitimate, companies that inject ads onto your website. These types of attackers will try to tamper with the communication system between your website and a user’s browser. Intruders can exploit these unprotected communication lines and will try to trick users into divulging personal information or installing malware. Some third parties will even try to place advertisements onto websites that can potentially break up the user’s experience and open up security vulnerabilities. Images, cookies, scripts and HTML can all be exploited. These types of attacks can occur anywhere within the network setup. A user’s device, hotspot, Wi-Fi or ISP could all serve as a possible target.
To learn how you can obtain HTTPS for your website, review Google’s best practices to see how you can properly obtain your security certificate. Once you obtain HTTPS, ensure that your pages can be crawled and indexed by Google properly. To do this, be sure your website does not block your HTTPS pages by robots.txt.files. Do not include meta noindex tags in your HTTPS pages. Use Fetch as Google to test that Googlebot can access your pages. Google stated that if you migrate your site from HTTP to HTTPS, they view this as a site move with a URL change. This can temporarily affect some of your traffic numbers.
Google recently released a brief reminder on the Webmaster Central Blog regarding links in large-scale article campaigns. Google stated that they have recently seen an influx of spammy links that are found in contributor posts and guest posts. These types of syndicated posts are typically written by or on behalf of a particular website, but published on a different one. Within the blog post, Google reminded webmasters that they are not against these types of links, but that isn’t to say that webmasters shouldn’t be mindful when it comes to quality. What does become an issue and a violation of Google’s guidelines is when the primary intent of the content is to build links in a large-scale way to support the author’s site.
Here are a few factors Google named, that when taken to an extreme, can cause a violation.
- Stuffing keyword-rich links to your site in your articles
- Having the articles published across many different sites; alternatively, having a large number of articles on a few large, different sites
- Using or hiring article writers that aren’t knowledgeable about the topics they’re writing on
- Using the same or similar content across these articles; alternatively, duplicating the full content of articles found on your own site
Once Google has detected a website that is publishing content that contains a number of spammy links, Google may begin to question the integrity of the website. If Google has reason to believe that a website is publishing spammy links that contain questionable content, it may begin to affect the website’s ranking signal. Google says that if link building is the main drive behind a piece of content, the quality of the piece can greatly suffer and can create a poor user experience. Google encourages webmasters to focus on the quality of the content they are producing for their website. By focusing on creating useful and informative content, links and other organic benefits will eventually follow.