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    saraiya runs a small café. she would like to start placing small ad buys on social media and hires an analytics firm to determine which platforms she should advertise on. what type of cost would this be considered?


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    Saraiya runs a small café. she would like to start placing small ad buys on social media and hires an – Let's Answer The World!



    Saraiya runs a small café. she would like to start placing small ad buys on social media and hires an

    saraiya runs a small café. she would like to start placing small ad buys on social media and hires an analytics firm to determine which platforms she should advertise on. what type of cost would this be considered?

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    Online advertising for small business: Five questions and five steps for success

    Nearly half of all small businesses don’t advertise online. If you haven’t started yet, this guide will take you to success, regardless of your budget.


    Online advertising for small business: Five questions and five steps for success


    QuickBooks Canada Team

    Tue Sep 10 2019 21 min read

    Pay-per-click, remarketing, and landing pages … oh my!

    Those online advertising terms mentioned above may not be part of your vocabulary. They might even sound intimidating.

    Still, with 4.3 billion people online worldwide today—3.9 billion of which are mobile users, and 3.5 billion social media users globally—the upside is hard to ignore.

    One recent study found that 79% of small businesses that spent 5-10 hours per week on marketing “reported revenue growth.” 52% that spent less than five hours also said they saw revenue growth.

    And yet, while nearly 3-in-4 Canadians spend at least 3-4 hours online each day. Many small businesses do not advertise online. For example, In the United States, 66% of small businesses advertise online.

    If you’re among the near majority not yet advertising in the digital world, we’ve created this guide to …

    Answer five questions and provide five steps for small business online advertising success.

    1. What is online advertising?

    From search campaigns to banner ads, mobile marketing to social media, online advertising spans the internet. As an advertiser, small businesses select (1) the channels, (2) the ad formats, and (3) the placements best suited to reach their target customers and meet their advertising goals.

    With a strategic message and persuasive offer, ads convince your customers to act—either to buy immediately or learn more about your business.

    Start with your target audience

    Who you’re targeting and what ad placements you choose will depend on the strategies you’ve put together in your small business advertising plan. If you haven’t done so already, spend some time defining …

    Who is your target customer?

    What demographics—like age, income, and geographic location—define your ideal buyer?

    Where do they spend their time online?

    Do they use specific social media platforms? Are they heavy mobile or desktop users? What are their interests and what types of sites do they visit?

    What are their pain points or psychological motivations?

    What keeps them up at night and what was the trigger that got them to buy your product?

    Creating personas and mapping out their buying journey lays a behind-the-scenes foundation not only for online advertising but growing your small business overall:

    Next, identify your online campaign

    There are two main types of online ad campaigns:

    (1) Direct response ads

    These ads use a strong call-to-action to drive immediate results (e.g., buy or call now, download this eBook). Direct response campaigns are mostly done on a pay-per-click (PPC) or cost-per-acquisition or cost-per-action (CPA) basis.

    Copy for these ads should be short, with a clear message—explaining your offer and why customers need to act quickly.

    (2) Branding campaigns

    Branding, on the other hand, helps you raise awareness, so customers remember your name and what your business does. The goal is to generate an emotional response—making you stand out in their minds.

    These ads are bought based on audience reach and are often paid for on a cost-per-thousand-impressions (CPM) basis, or a flat fee per ad or listing. An impression or view is counted every time a customer sees your ad.

    Writing copy for these ads should appeal to the hearts and minds of potential customers—tied to what your brand does and why they should choose you.

    Of course, you may be thinking …

    This all sounds great, but what if I’ve never created, bought, or posted an ad before? Let’s touch on it next.

    2. Why advertise online?

    Online ads typically aim at one or more five goals:

    Data from The Manifest

    Also, consider …

    Facebook users click on 10 ads every month

    87% of shoppers begin product searches online

    Social ads drive three times more new customers than existing customers

    95% of mobile internet users use their phones to lookup local information with the intent of calling or visiting a business

    Data from We Are Social, Retail Dive, Adobe, and eMarketer

    In addition, online advertising is …


    You can pay per click or customer acquisition, rather than a flat fee (which is often higher) to target a set number of media impressions.


    You can reach ideal audiences based on geography, a specific time of day, specific interests, and more. For example, you can target only women ages 18 to 34 in Sydney, Australia who like to shop for the latest fashions on their phones over their lunch break.


    You can calculate your return on investment and refocus your campaigns on the best-performing platforms.

    Source : quickbooks.intuit.com

    The Marketer’s Ultimate Guide to Social Media Campaigns

    Everything you need to know about planning, executing and evaluating social media campaigns with tips, data and case studies of past successful campaigns

    The Marketer’s Ultimate Guide to Social Media Campaigns

    The Marketer’s Ultimate Guide to Social Media Campaigns

    When planning a social media campaign, you can’t think of it from a traditional, mass broadcast, spray-and-pray point of view. Instead it needs to be well planned, relevant to the audience and above all, shareable.

    People will share something if it resonates with them personally such as a social cause, or to keep in touch with those around them. Ultimately though, when someone decides to share a piece of brand content, they must feel that it defines them to their network in some way. In many ways, sharing content is about managing the perception of yourself to others.

    Your social media campaign will be all the more successful if you can create something that is inherently shareable – think ALS Ice Bucket Challenge or Always’ Like a Girl campaigns. This guide will talk you through every aspect of planning, executing and evaluating a social media campaign.


    1. Assemble the team

    Just like a traditional marketing campaign, a social media campaign requires the talents of many different people to make it a success. While many smaller businesses might rely on one or two people to plan, execute and evaluate the campaign, larger companies that need higher production values need to call on the services of more people.

    The type of people you’ll need obviously depends on the size of the campaign, but here is a list of people that could be involved:

    a. Digital Strategist

    This person will be responsible for the planning of the campaign, determining which channels to use, how much content to publish, what content to promote and for setting the budgets.

    b. Copywriter

    It’s hard to make an impact in pithy statements which is why the copywriter needs to be a master of brevity and cognizant of the fact that on social media, less is always more.

    c. Designer / Illustrator

    Social media is a very visual medium but whether you choose photographs or illustrations depends on the branding of the company. They’ll also need to have the myriad image sizes that each social network demands memorized or at least know where to instantly find the dimensions.

    d. Photographer

    May not be required the entire time but having a professional photographer on the team sure beats having the intern try to take the perfect shot or using stock photos. If you’re contracting a photographer, make sure you have a plan before hand of all the possible shots you want them to capture.

    e. Videographer

    It’s no secret that videos out engage all other content on social media when done correctly. Videographers are going to become even more in demand as brands seek to maximize the effectiveness of their advertising spend on various social networks.

    Nike primarily posts images to its Facebook page, but videos are nine times more engaging

    f. Developer

    If an app is being created for the campaign, a developer needs to brought on board. The app could sit on Facebook or it could involve the creation of a micro-site which uses data from the APIs of various social networks.

    e. Community Manager

    The person who manages the pages on a daily basis, responsible for scheduling and publishing the content. They should also be given a mandate to follow up on user comments and replies as it has been shown to not only increase engagement but also sales.

    f. Data Analyst

    This person has to be the data hero in your team and involved at every stage of the execution. They need to know what content is going to work on different social networks, when to be publishing content, what kind of content gets more engagement, what drives clicks to a website and have data to back it all up. They also need to find out if a similar campaign has been done before. At the end of the campaign they need to create a report that indicates the impact the campaign had on social goals and ideally on wider business goals.

    2. Research

    There are many aspects that you will need to research before your social media campaign gets off the ground. The most obvious being finding inspiration for a new campaign but also less obvious research such as finding campaigns that have worked for brands in a different industry but targeting a similar demographic.

    For inspiration on social media campaigns that you can run, you could look at the following lists:

    Awesome social media campaigns from 2013

    Awesome social media campaigns from 2014

    Top APAC social media campaigns from 2014

    Top campaigns from the last 12 months

    The second part of the research is to broaden your horizons and looking beyond your own industry to see what kind of social media campaigns have worked for brands in other sectors.

    Normally this would be quite hard to do but Unmetric has a team of data analysts that tag and group social media content from Facebook and Twitter together into unique campaigns. These campaigns can start from as little as just two posts and cover any time period.

    3. Budgeting

    Assuming that the salaries of the full time team members are budgeted for elsewhere, the budget for a social media campaign consists of the following:

    Purchase of stock photography and stock illustrations (but refer to this guide before using stock photography in your social media content)

    Source : unmetric.com

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