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Let’s begin with a date for your diary – Black Friday 2017 falls on November 24th. As a consumer, if you think that it’s too early to start mentioning the ‘C’ word, then I’m right behind you. However, as a marketer, your Christmas campaigns should have been spilling from your lips since August at the latest. If you’re late to the party, then now’s the time to strap those bells onto your elf-boots, pour yourself a glass of mulled wine and start preparing for what’s to come.

The Black Friday opportunity knocks

Black Friday is of course the first big date in the run-up to the silly season when consumers can expect some big deals to hit the shelves, and with it comes a whole host of opportunities – not least in the fact that it’s the perfect time to start producing some specialised offers to wow and win back some of your old customers.

Of course, Black Friday is a bit of a free-for-all. Your old prospects will be bombarded with numerous offers from all corners of the marketing sphere – from emails to social media to posters and leaflets – and so standing out from them all is no mean feat.

But, when it comes to winning back old customers who have, for whatever reason, gone quiet in recent months (or longer), then you already have an advantage over your competitors – their information.

(Image source: sweettoothrewards.com)

You’ll of course still be connected to all of your old customers on social media – and, if you start right now, you can begin to mine their profiles for inspiration to create custom deals and campaigns to win them back with a sweet offer this Black Friday.

And it’s an opportunity not to be missed. Winning back customers is an important and potentially lucrative campaign to focus on. Indeed, it’s a valuable source of sales, and there’s no better time to approach it than in the Black Friday window – but you need to start focussing on what you’re going to do now, and the secret is in social media retargeting.

How to win back old customers this Black Friday

Identify old customers across your networks

If you’ve been organized, then this shouldn’t be too difficult – just refer to the Spreadsheet that you’ve been keeping the details of your customers who are still with you, and who aren’t.

Don’t have one of those? Don’t worry, we’ll get you through this, but start making one now.

Although you might not have a specific Spreadsheet keeping track of lost customers, what you’ll have is your sales records. Dig these out, and, with a bit of time and effort, you should be able to manually go through and find out who’s gone quiet for a while, and then simply locate them on your social networks – simple enough.

Another option, however, is to use retargeting. As you will see, starting with this process now won’t actually help you locate your previously lost or dormant customers. But, as you progress with your big Black Friday push, the data that you gather from here-on in will be of extreme value getting the right content in front of your right following at the right time.

What is retargeting?

Retargeting is what it says it is – a method of marketing that specifically retargets people who have engaged with your brand before. It involves a little bit of programming trickery, which, if you can’t do yourself, you can simply pass on to the person who manages your website.

Here’s how ReTargeter.com explains the concept:

“You place a small, unobtrusive piece of code on your website; this code is sometimes referred to as a pixel. The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.”

Such retargeting pixels are used primarily to gather data. But, once you’ve got this data, you can start using it to create meaningful marketing strategies over the Black Friday and Christmas period and beyond.

Facebook custom audience

Facebook is of course a great place to be on Black Friday. It truly is the most social of all the social networks – and when festivities are in the air, being sociable is what it’s all about.

And so you’ll be pleased to learn that Facebook has its own pixel retargeting technology, which is pretty easy to install. As the Facebook Business blog explains:

“The Facebook pixel is a piece of JavaScript code for your website that enables you to measure, optimize and build audiences for your ad campaigns. Using the Facebook pixel, you can leverage the actions people take on your website across devices to inform more effective Facebook advertising campaigns.”

Here’s an explainer video telling you exactly how to install the Facebook pixel on your site:

With your pixel installed, you can now start creating your Facebook Custom Audiences. Since you want to be keeping track of everyone who’s engaging with your latest campaigns in the run up to Black Friday, you’ll need to define your audiences very carefully. Indeed, since you are going to be retargeting lost customers, you should be entering these specific users manually into your “Custom Audiences” list.

With your Facebook Custom Audiences set up, as you begin to produce fresh content in your run up to your Black Friday offer, you’ll be able to track which of your lost customers are engaging with which pieces of content, and from there tailor your final-assault-offer accordingly.

Pinterest engagement retargeting

Another hugely important network for Black Friday sales is of course Pinterest (87% of Pinterest users have made a purchase after finding an item they liked on the platform) – which has just released its brand new Pinterest Engagement Retargeting feature for business accounts.

In fact, this feature bolsters some other targeting tools that Pinterest launched in June, which allows businesses to specifically target Pinterest users using their own business data – so load up all those lost clients into the Pinterest Ads Manager right away!

Coming back to Engagement Retargeting, however, you can now track and retarget Pinterest users who have shown previous engagement with your pins. So, much in the same way as you should now start to monitor your old customers’ behavior on Facebook, you should also be doing the same on Pinterest as we move onto the next step of the win-back process.

Begin a revitalized content campaign with the Black Friday goal in mind

Ok, so now you’ve got to the stage where you’ve identified your lost customers, you know where they’re on social media, and have set up a few tracking devices to keep tabs on them over the coming weeks.

Now you need to launch your revitalized content campaign, keeping the Black Friday goal in mind.

As part of your research into your lost customers, you should also be gathering the information on what products they’ve bought from you previously, and, if possible, the reason why they left you behind. The reason why you want to do this is because in evaluating the relationship that you once had, you’ll be able to determine what sort of relationship you can expect to rebuild now.

Were they valuable customers to you at one point in time? What was the lifetime value of each customer? Did they make multiple purchases or upgrades, or were they the type that typically just bought the bare minimum?

Determining the answers to these questions will help you figure out which of your lost customers should be your priority for your Black Friday campaign, and which are less likely to prove lucrative to you even if you do manage to snatch an additional sale.

Time to create new content

You have now equipped yourself with some excellent data. Now you need to use it to start to launch tailored content campaigns.

First thing’s first – decide now on your Black Friday offers. You should make up your mind as to exactly which of your products you’re going to be pushing in this year’s sales. You don’t have to decide right away exactly what the offer will be – i.e. how much you’re going to allow your lost customers to save by coming back – but at least have an end game in mind with regards to which of your products you think are going to prove the most attractive to each customer.

Now start creating your product-awareness content.

Blogs are a good start – how to tutorials and such like that go at lengths to prove the added value of what you offer – but ideally you should be thinking in terms of visuals.

Since it acquired the platform, Facebook Custom Audiences of course now works with Instagram as well. So, building visual campaigns across these two networks is a must. Showcase your products being used on Instagram, and do the same on Facebook – and don’t just stick to photographs. This is 2016, and the most powerful marketing medium by far is video.

Some stats for you:

• Social video generates 1,200% more shares than text and images combined
• Companies that use videos enjoy 41% more traffic
• Videos on landing pages produce 80% more conversions

Get the picture? That’s right – make pictures!

And the same goes for your efforts on Pinterest. Indeed, the world’s favorite shopping network made yet another update to their platform earlier this year with Promoted Video Pins – so use it.

Analyse your retargeting data

As you roll out your product-awareness content over the coming weeks (and it’s a good idea to be mixing this up with some case studies, testimonial marketing, and other similar content that puts the “satisfied customer” image in the minds of your lost clients), be sure to keep detailed track of all the information that your Facebook pixel and Pinterest Engagement Retargeting technology is recording.

This will give you invaluable data that shows exactly which of your lost customers have been engaging with which of your new, revitalized content. You may well find, unfortunately, that some of your lost customers are just not biting. Although this will be disappointing, it’s nonetheless valuable information to have, for it means that you’ll know where your energy should lie as you approach, now, the home straight and craft your Black Friday offers.

Craft your Black Friday offers and launch them

If you’ve followed all of the above steps, you’ll be one of the most prepared marketers out there this Black Friday.

All of the data that you have gathered will tell you in no uncertain terms exactly which of your lost customers are ready for a sales pitch, which network they’re most likely to be found on, and which of your products they’re most likely to be interested in. You’re indeed armed to the teeth with data, which you should now use to inform your tailored Black Friday offers.

As ever with modern marketing – one size does not fit all. Indeed, custom-made offers should be created for all of your individual lost customers – or at least custom-made to groups of them who have shown similar behaviour.

Now it’s the time to strike.

Craft your offers, and strike with them early. Make sure that you acknowledge the fact they’re lost customers, and this offer that you’re now making has been specifically designed to win them back.

And go the whole hog – make a video for your landing page (80% more conversions), and make sure you’ve got your pixels installed on these too. If you strike early enough, there will still be time to refine each offer if your pixel data is showing a lack of interest even at this time. Indeed, since you’ve done your homework and will now be aware of the lifetime value of your lost customers, you’ll know which ones will be worth additional efforts to hit with even better deals to get them back on board.

You do all this, and do it with complete commitment, you’ll stand every chance of winning back some of your most valuable customers this Black Friday.

And, to be honest, there’s nothing that I’ve outlined in this blog that can’t be used beyond the silly season – retargeting and video promotions are essential parts of modern content marketing. Use this Black Friday to get to grips with the processes, and then you can build them into your ongoing efforts into the New Year and for ever more.

Good luck!

Summer Savings Festival: GetResponse Discount 40%

About: “GetResponse is a complete email marketing solution. It provides turnkey newsletter publishing and hosting features, as well as unlimited follow-up autoresponders to deliver information to your subscribers and convert them to paying customers. Through responsible and fully automated list hygiene, anti-spam practices and established relationships with major Internet Service Providers and Email Service Providers, GetResponse prides itself on the highest possible email deliverability to ensure that your messages get through to your prospective customers. GetResponse has established relations with all the major ISPs and Email Service Providers to ensure undisrupted email deliverability for our customers. We delivers over 5 billion messages each year from 172 countries. GetResponse is fully scalable and capable of handling both small and very large lists alike (1+ million subscribers). GetResponse in highlights: – Over 100,000 active accounts – FREE version available – Deliverability of up to 68% higher than our competitors – Unlimited autoresponders, follow-ups, campaigns, lists, messages – Powerful, automatic message personalization – Smart tracking features – Built-in anti-spam filters What benefits does it bring? – Catches lost sales and jolts your leads into profitable action – Boosts your lead generation and business-building results – Chops away tedious and repetitious email marketing tasks When you join GetResponse, you will be supported every step of the way on your path to successful email marketing by our excellent customer support and materials (context help, user guides, FAQs and video tutorials). You will benefit from industry-leading email deliverability which we consistently maintain through our solid relationships with ISPs, our proactive delivery initiatives and our strong anti-spam commitment. Become a GetResponse customer today and find out how you can instantly get tangible, measurable results without wasting your time or investing a lot of money.”

This summer, when using our coupon code, getresponse will give you a special discount up to 40%. The first 1000 accounts will be discounted specially. Be quick to buy product so as to get the best price.

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GetResponse Coupons: 4 Ways to Align Your Content Marketing Strategy With Your Mission

Being an essential aspect of any company, marketing plays a vital role to increase profitability. In the same way, content marketing is the prerequisite in practicing any of the SEO techniques for a website.


As we all know SEO (Search Engine Optimization) is all about creating amazing content, optimizing and promoting it. And now, SEO is inextricably linked to content marketing and other new methods of internet marketing.

The majority of search queries drive traffic websites, hunting quality information for that query. So, content displayed on the website should be relevant and quite informative. This is the main reason why content is said to be king.

Creating powerful and informative content doesn’t end your task. Rather, the main task begins to interlink content marketing and your goals. But, the most common mistake businesses tend to make is not considering goals from the beginning, and run behind boosting traffic to the website.

This is the main phase in digital marketing, where people face an issue. If content marketing is not done in coordination with the mission, then how is it possible to rank well on search engine results pages (SERPs)?

Let me break down a method to align your content marketing strategy with mission through these insanely amazing ways.

Before you start creating useful content for your website, look at how you can plan a content marketing strategy while coordinating it with the company’s mission. Here are few amazing ways to plan a mission-friendly content marketing strategy:



1. Consistency

Maintaining consistency doesn’t start simply by managing a good flow of content. Instead, the foremost thing you need to do is understanding the importance of brand consistency on all the platforms. This is one of the best ways to maintain coherence with customers.

The average person has an attention span of 8 seconds, so retaining interest to your content is essential.

align your content marketing strategy with your mission



When customers get engaged with your content, they would mainly look for the same identity, same feel and similar experience across all platforms. This identity can be demonstrated through the brand name, and logo to mark your presence among all users.

Apart from brand consistency, it is a prerequisite to manage your timeframe in content marketing. Set a schedule of when, how and which kind of articles or blogs you will display on your website. When you maintain this consistency of regular posting, viewers easily encounter all your content and look forward more information on the website.

This way you can build a strong relationship with your customer and execute the strategies of marketing based on your mission.



2. Keep your target audience in mind

While setting goals, it is obvious that target audience is predetermined. But, many marketers neglect them while creating content and end up with detached customers. This failure negatively affects website search engine rankings.

The demographics, choices, and interest of your audience are a part of your goals. If you consider all these points during the content campaign, then it will work wonders on the website’s performance.



3. Incorporate Photos, Videos and GIFs

Gone are the days when people use to read long texts. New techniques bring in various tricks to grab the users’ attention and hold their interest until the end.

A study shows that 81% of people only scan the content they read online. Visual information can pull user’s attention to the content. So, it would be a good idea to fuse in various infographics, or photos, or GIFs. This way you can easily connect to the consumers as per your goals.



4. Promote it on correct platform

Assume that the content created with great efforts is not able to reach your potential audience. Do you think this is justice to those massive efforts? This is the reason why it becomes necessary to share your content on the correct platforms.

The majority of people are active on social media sites such as Facebook, Instagram, Twitter, and much more. So, use social media as a weapon to shoot the content to a large number of people and engage them with it.

The main task starts by recognizing which platform would be the accurate one according to goals of the website and to check which site would lead you towards potential customers.

As compared to traditional marketing, content marketing costs 62% less. So, it becomes a necessary to optimize all platforms correctly for the best outcome.



Takeaway message

SEO is not an arduous task, it’s a crucial one which requires special attention. It is possible to succeed in it with the correct aim, strategy and its implementation to augment website’s traffic which apparently leads to the productivity of the company.

Since we’ve learnt about these modifications, tweak your content strategy in such a way that it goes hand in hand with your company’s pre-decided goals and missions. This would greatly impact visibility, bran

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GetResponse Coupons: GetResponse Review 2017

In this Getresponse review, we take a look at one of the most popular tools for designing and sending HTML e-newsletters. Read on to see how it fares in terms of pricing, features, templates, usability and more.

Our overall rating: 4.5/5

PRICING

The Getresponse pricing structure is a bit complicated. There are three main types of plan - 'Email', 'Pro' and 'Max' - and within each of these, several additional types of plan to choose from (all based on list size).

• Up to 1,000 subscribers: $15 ('Email')
• 1,001 to 2,500 subscribers: $25 ('Email')
• 2,501 to 5,000 subscribers: $45 ('Email')
• 5,001 to 10,000 subscribers: $65 ('Email')/ $75 ('Pro') / $ 165 ('Max')
• 10,001 to 25,000 subscribers: $145 ('Email') / $165 ('Pro') / $255 ('Max')
• 25,001 to 50,000 subscribers: $250 ('Email') / $280 ('Pro') / $370 ('Max')
• 50,001 to 100,000 subscribers: $450 ('Email') / $490 ('Pro') / $580 ('Max')

Additionally there is an "Enterprise" plan for users whose lists exceed 100,000 email addresses: you will need to contact Getresponse to discuss costs for this.

KEY DIFFERENCES BETWEEN PLANS

All three Getresponse plans cover the important basics; key features include:

• the ability to import, grow and host an email database 
• a wide range of templates
• excellent autoresponder functionality
• responsive email designs
• split testing 
• in-depth reporting
• RSS / blog to-email functionality
• comprehensive segmentation options
• social sharing tools

There are a number of differences between the 'Email', 'Pro' and 'Max' plans but for me the key ones are:

• landing pages - you can only avail of landing pages that allow split testing and unlimited views if you are on a 'Pro' plan or higher
• webinars - this functionality is not available at all on the 'Email' plan and the number of webinar attendees is capped for the 'Pro', 'Max' and 'Enterprise' plans at 100, 500 and 500 respectively.
• users - you can only have one user account on the 'Email' plan; 3 on 'Pro', 5 on 'Max' and 10 on 'Unlimited'.

We'll discuss some of these features in more depth later on in the review. 

HOW DOES GETRESPONSE PRICING COMPARE TO THAT OF ITS COMPETITORS?

So long as you are happy to use one of the entry-level 'Email' plans, Getresponse is on the whole cheaper than many of its key competitors. particularly if you a relatively large number of email addresses on your database.

For example, if you have a mailing list containing between 9,000 and 10,000 records, you'll find that hosting it with Getresponse costs $65 per month - $4 per month cheaper than with Aweber; $10 cheaper than Mailchimp and $14 to $144 cheaper than Campaign Monitor (Campaign Monitor's pricing structure depends not just the number of email addresses on your database but on how many emails you send per month too). The only well-known service I can find that comes in cheaper is Mad Mimi, which charges $42 per month (note however that the functionality offered by Mad Mimi is not nearly as extensive as Getresponse's).

At the smaller database end of things, Getresponse's pricing is pretty competitive too - you can host a database containing 1,000 email addresses for $15 a month with Getresponse, compared to $29 with Aweber; and $19 to $129 on Campaign Monitor. Mailchimp's fee for a 1,000 record database is the same as Getresponse's; and Mad Mimi provides slightly a cheaper, if less 'fully-specced' offering for $12.

It is worth noting however that some competing providers offer completely free accounts for users with a small number of records (but these do not offer the full range of features that you get on a paid plan).

KEY FEATURES OF GETRESPONSE

Getresponse's feature set is arguably one of the most comprehensive out there. Let's take a look at some key features.

AUTORESPONDERS

Autoresponders are e-newsletters that are sent to your subscribers at intervals determined by you – you can set them up so that immediately after somebody signs up to your mailing list, they receive a welcome message from your business; a week later they could receive a discount offer for some of your products or services; three weeks later they could receive an encouragement to follow you on social media. And so on.

Getresponse's autoresponder functionality is a key selling point - it offers one of the most comprehensive feature sets available. You can send either time-based or action-based messages; time-based options include cycles such as the example above, and action-based messages can be triggered by user actions or information, for example:

• opens and clicks
• changes in contact preferences
• completed transactions
• birthdays
• completion of a particular form

Recently Getresponse launched a new version of their new autoresponder functionality, called 'Marketing Automation.' This allows you to create automation workflows using a drag and drop builder - you basically set up an 'automation flowchart' that instructs Getresponse what to do if a user opens a particular offer, clicks on a certain link etc. This kind of functionality goes way beyond what's traditionally been on offer from autoresponders, and allows you to create a user journey that can be customised to the nth degree.

For a quick overview I'd suggest taking a look at Getresponse's video overview for Marketing Automation.

ANALYTICS
Getresponse's analytics section
Getresponse's analytics section

Getresponse offers some very comprehensive analytics and reporting options. You get all the basics of course - open rate, click-through, unsubscribe rates and so on - but in addition to that there are some very nifty features that are worth a particular mention, namely:

'one-click segmentation': the option to identify people who did not engage with an e-newsletter you sent and put them in a segment of subscribers which you can then email again with a different version of the e-newsletter
'metrics over time': you can find out exactly when most of your subscribers take action on your emails, and time your future mailouts based on this information
'email ROI': by adding some tracking code to your post-sales page on your site, you can find out how effectively (or not!) your email campaigns are driving sales, and work out your return on investment in email marketing.
per-user information - you can click on one of your subscribers and see where they signed up from, where they're located and which emails they've opened in the past.
Mailchimp and Aweber offer some similar reporting functionality (particularly around sales tracking) but Getresponse's reporting tool is definitely one of most fully featured out there (it definitely trounces the stats options offered by Mad Mimi and Campaign Monitor).

SPLIT TESTING
Another Getresponse feature that stands out is its split testing functionality - it's more comprehensive than that provided by several competitors, because it allows you to split test up to five different messages - Aweber allows up to 4 variations; Campaign Monitor allows 2; Mailchimp allows 3 (on its cheaper plan - more are available on the 'Pro' feature, but at a cost of an eye-watering $199 per month on top of the standard Mailchimp montly fees); Mad Mimi doesn't provide split testing at all.

GETRESPONSE E-NEWSLETTER TEMPLATES
For me, this is where Getresponse falls down a bit: I think the templates provided out of the box look rather dated; they are certainly not as attractive as those offered by Mailchimp or Campaign Monitor (and I slightly prefer Aweber's offering here too).

On the plus side, the Getresponse templates are very tweakable - you can change fonts, layouts and imagery easily enough using the controls provided; and of course there is nothing to stop you simply designing your own HTML email template and importing the code for it. Additionally, there are tons of templates to choose from, and they are presented in easy-to-understand categories - so it is generally pretty straightforward to find a good starting point for a template and edit it until you are happy with the design.

Another gripe I have with Getresponse's templates concerns the ones they offer for RSS-to-email applications: the range is not very extensive and some of them played up a bit for me when I tested them in Outlook (2010). I eventually found something that worked for me, but I think that there are some improvements that could be made in this area.

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Getresponse Coupons: CashBack Upto $100

Hello everyone!

To save a maximum amount of money for all shoppers from CollectionDiscount.com, we have created a program called the “cashback”. This program can help you save money without needing “coupon codes” or “discount codes”. You just need to purchase from CollectionDiscount.com, after ordering successfully, You complete information in the form.

Getresponse CashBack Upto $100

GetResponse is a feature-rich email marketing solution, fully scalable and capable of handling both small and very large lists (1 million+ subscribers). For over 10 years, it has provided easy-to-use, self-service applications and expert support for creating and managing email and video marketing campaigns, newsletters, and autoresponders that convert contacts into customers. Through responsible and fully automated list hygiene, anti-spam practices and established relationships with major Internet and Email Service Providers, GetResponse has maintained the highest possible deliverability standards for over a decade, ensuring that our customers’ messages deliver the highest possible return on their email marketing investment.

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GetResponse Coupons: How You Can Use Facebook Ads to Promote Your Blog

We’ve all heard about the wonders of Facebook ads for our blogs. You’ll find at least one mention of them on any marketing blog you come across.

But what you may not have found is a guide on how to correctly promote your blog with Facebook ads.

You see, Facebook ads are a fantastic way to promote your blog and gain new readers. But most bloggers aren’t aware of the steps needed to convert cold traffic into valuable readers.

If you’re feeling lost, don’t worry. In this post, I’m going to try to cover as much as I possibly can about creating Facebook ads for your blog, and how you can do it correctly.

But first, you’ll need a Facebook page:

 1. Create a Facebook page.

Facebook pages can be an extremely helpful tool to promote your blog.

If you haven’t already, go ahead create your page. Regardless of whether you’ll use it as a social channel or not, you can’t create an ad without one!

Once you’ve created your page, it’s time to log into your Facebook Ad Manager and start creating your ad.

 2. Choose an objective.

When you create a Facebook ad, it’s important you use proven formatting techniques to maximize your metrics. Before I go any deeper, let’s start from the beginning:

To create a Facebook ad, go to the Facebook Ad Manager and click on the “Create Ad” button. Once you click the button, you’ll be presented with a ton of different ad campaign goals. For this guide, I’m going to stick with the “Traffic” goal.

Now, some may argue that Facebook’s “Boost Post” option is better for promoting single blog posts.

Don’t get me wrong; boosted posts are a great way to promote your blog on the fly. However, the “Traffic” objective allows you to have much more control over your ad spend, targeting options, and copy.

Once you’ve set your goal, name your campaign and you’ll be ready to set your budget and targeting options.

 3. Set your budget and targeting options.

Setting the budget for your Facebook ad will determine whether you come out broke or with a great ROI, so it’s important that you do it right.

When starting off with a brand new ad, it’s a good idea to set the budget of your advertisement for only $5 a day.

This way, you’ll be able to measure the strengths and weaknesses of your ad without spending a fortune on an under-performing campaign.

Later, it’s likely that you’ll start spending more money on well-performing ads, but I’ll touch on that later.

 Now let’s get into the nitty gritty: targeting.

If you didn’t know already, one of the main reasons that Facebook ads are so popular in the marketing world is because if their over-the-top targeting options. Facebook ads allow you to target anyone from Android phone users to church-going reptile owners.

When setting your targeting, it’s important that you aren’t shooting for too broad of an audience. It’s easy to get trapped in the illusion of, “Wider Audience = More Engagement”, but this simply isn’t true.

Think of your audience as a single person. What qualities do they have? What are their interests? Who might they follow on Facebook?

If your ad is being seen by too wide of an audience, chances are you’re not going to be receiving a ton of clicks. And when you aren’t getting enough clicks, you’ll start to pay more for the ones you do get!

As you can see from this chart by AdEspresso, studies show that the lower the relevance of a Facebook ad, the higher the amount of money paid per click:

Facebook ads relevance score. Source: Adspresso.com

And I don’t know of anyone who wants to pay more for the same results.

 4. Write the ad copy.

Believe it or not, writing the ad text is half the battle. 

According to Joanna Wiebe of Copyhackers,

“Everything about the success of your body copy hinges on a single thing: your hook. To find your hook, you need to know exactly for whom you’re writing the ad… and what they care about. Because the goal of the hook is this: make me care.” – From The Beginners Guide to Writing Facebook Ads

When you’re trying to drive cold traffic to your blog, telling your potential readers, “Check out my new blog post! It’s about [topic]… I think you’ll like it!”, will almost never work.

If readers have no idea who you are, there’s little chance they’ll click your links unless they have a good reason to.

So instead of taking the easy route, write a brief and enticing summary of your post that and place it inside the “Text” field of your ad. Here’s an example of what I mean:

Giving readers a glimpse into the problems you’re solving in your post will prove to them that you’re not out there to just take their money.

After you’re finished writing your post summary, come up with an engaging question to ask your target audience at the beginning of your ad.

For instance, if you wrote a blog post called, “5 Easy Methods to Earn New Clients for Your Business”, you could write a question like, “Struggling to find clients for your online business despite putting in hours of backbreaking promotion?” at the beginning of your post.

Asking an engaging question will entice readers to finish reading the rest of your summary. So if you included a call to action at the end of your text, that reader will most likely click to read the rest of your post!

Once you’ve written a killer summary, you’re ready to find a featured image.

 5. Choose a featured image.

When creating your ad, it’s important that you’re using images that capture your audience’s attention. This means that using dark colors and bland images is generally not a good idea.

If you look at some metrics from a separate advertisement I ran, you can see that when I used a graphically designed image with light and dark blue colors compared to a stock image with bright warm colors, the stock image received almost 50 more clicks compared to the other post.

Not only did the brighter image receive 40 more clicks, it also had 100 fewer shares!

Furthermore, Facebook strongly prefers that no more than 20% of an image to be filled with text, so most Facebook marketers choose to use simple stock photos as their featured images.

If you choose to use stock images, be sure that they’re relevant to the topic of your post. Also, be sure that the images you’re using aren’t copyrighted.

To avoid any copyright problems, I use sites like Pixabay and Unsplash to find relevant images for my ads. You can also use Facebook’s built-in stock image library to find safe and pre-formatted images.

Once you’ve got some nice visual content, it’s time to write a killer headline.

 6. Write a headline.

As Neil Patel puts it, “The primary purpose of the headline is to get the first sentence read.” And he’s right; without a gripping headline, there’s no real incentive for readers to continue reading your post at all.

The headline of your ad is the very ne xt thing that potential readers are going to see after your featured image. This makes it the perfect place to draw in users and earn their click.

Writing a headline for your Facebook ad is exactly like writing a title for your blog post. It should be short, catchy, and include some relevant keywords from your blog post. If you don’t already have a nice catchy headline, here are some things to keep in mind when writing it:

• Use “How To’s” and “How You’s” in your Facebook headline, followed by a common barrier that most people face when encountering a problem. (ex. “How You Can Promote Your Blog with Facebook Ads Without Having to Spend Money on A/B Testing”).
• Use numbers (ex. “5 Simple Ways…”)
• Keep it short.
• Make it as specific as possible. For instance, let’s say that you wrote about how your target audience can increase their search presence in Google. Instead of saying, “Learn How You Can Rank Higher on Google”, say something like, “Learn How You Can Increase Your Organic Traffic by 50% In Only 2 Months”.
• Try to convey a sense of urgency. You can do this by asking a question (ex. “Are you making these crucial mistakes when trying to promote your blog?”)

If you’re still stuck creating a catchy headline, feel free to use one of the many headline generators on the web. Just be sure that you refinie your results!

Lastly, include a nice call to action in the News Feed Link Description (NFLD) of your ad.

Your NFLD should be a combination of the main idea from your headline and a call to action. For instance, in the ad I created above, my NFLD read, “Click here to learn about how you can promote your blog…”.

Finish your ad off with a proper button that users can click to read your blog post, and that’s it! You’re ready to publish your post.

 Yay!

After your post is published, be sure to keep a watchful eye over your metrics. Try your best to analyze what’s working with the advertisement and what’s not.

If you don’t have the budget right now to conduct A/B testing, don’t worry about it. Just focus on bettering your Facebook ad skills and learning, and you’ll be creating great ads in no time.

How have you used Facebook ads to promote your blog? Do you have any useful tips for other bloggers trying to use this platform? Let me know in the comments!

---- by Aaron Marsden

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