Facebook Advertising 101: The Basics of Facebook Ads

Learn the Building Blocks of Using Facebook’s Ad System (new course coming soon to courses.eazl.co)

Everything in Facebook’s ad ecosystem is about what you want people to do when they see your ads. The campaign OBJECTIVE is important because it will impact how your ad is delivered to Facebook users. For example, if you select “Traffic” Facebook will target users more likely to click your link and if you select “Engagement” it will use data to target people who are more likely comment, like, and share.

Facebook sees ads as a three-part funnel: Awareness → Consideration → Conversions and each of the 10 objectives is centered around one of these three steps (these change often so forgive if they’re not the exact same when you see this video).

Once you pick your campaign-level objective, you’ll define an audience, budget, and schedule in an AD SET that’s part of that campaign.

Then, you’ll design the ADS in your ad set, which can be in one of five formats:
1. Photo Ads
2. Video Ads
3. Carousel Ads
4. Slideshow Ads
5. Collection Ads

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These Brands are Killing It on Instagram

these brand are killing it on instagram

I love finding branding and marketing inspiration on Instagram and I’m loving the platform in general these days because the user experience is a lot more enjoyable than the toxic environment on Facebook. You can find out more about how we feel about THAT whole sitch here.

In my feed, I like to see posts from a mix of different kinds of companies because, as a marketer, I’m constantly paying attention to what other marketers are doing well. If you are a marketer or a small business owner, you might know what I mean. And I’d LOVE to see what profiles you’ve been following for ideas and inspiration. You can leave a comment below or Tweet at me and I’ll check it out your favorites.

Lately, I’ve been feeling an intense amount of marketing love for a few companies in particular.

  1. Moondeli
    Moondeli makes healthy tonics that can be added to nut milk, coffee, juices, and smoothies. Their ingredients feature some of the highest quality, most potent rainforest plants like turmeric, maca, and cacao.

Their branding enforces the “alternativeness” or, shall I say, traditional kind of health products they sell. (I always think it’s funny to call ingestion of ingredients that have been known for their health properties for hundreds and hundreds of years “alternative” just because we’ve made advancement in medicine. You can have both, you know?)

With Moondeli’s branding suite, you really do feel like you’ve been pulled into a community and an experience that centers around beauty and natural health. From their logo and typography to the corresponding symbols on their different products, they’ve created something that is attractive; something that possesses all of the right elements to get their target market’s attention.

 

<<photos of packaging on my IG account>>

They invest a lot in their photography as well. They are consistent in their themes, layouts, and colors -a ton of the flatlays feature crystals with a color palette of pinks, blues, greens, and greys. It’s that kind of ethereal feel that is earthy yet coming on trend. It’s just pretty and fun to look at.

🌑💜💭✨ #energytonic ✨ #almondmilk ✨ #amethyst ✨ #intentions

A post shared by 🌕 M O O N D E L I 🌕 (@moondeli) on

 

Something else they are doing right? User generated content. They’ve created a culture where their community feels so connected to Moondeli’s product, strangers are tagging away and the company ends up with a ton of free, beautiful content to fill their Instagram feed and build their credibility. Not only that, but it also seems that the community has taken cues from the company on what the aesthetics of a photo featuring a Moondelli product should look like.

And it’s in the customer’s interest to create a photo that Moondeli might share because it might help them grow THEIR OWN audience.

See what they did there?

Stunning capture by the radiant @sidneybensimon 🙌🌞💙✨#gratitude #plantmedicine #love

A post shared by 🌕 M O O N D E L I 🌕 (@moondeli) on

 

Finally, I love that Moondeli breaks down the barrier and rids the customer of the burden of HOW IN THE HECK to use their products. They frequently give tips on on new uses and include recipes in many of their posts. There’s also a recipes page on their website. This serves the purpose of eliminating hesitation to purchase because the viewer already knows specific ways they will use the product.

Enjoy some more of Moondeli’s eye candy and check out how I used some of their products here.

  1. Ox and Otter
    Shiyana of Ox and Otter is a ceramicist who runs her entire business with just an Instagram account (over 90k followers) and a SUPER SIMPLE website that currently features all of her sold out creations. Think about that next time you get caught up opening accounts and building elaborate websites when you should be focusing on your product.

 

My favorite handmade indulgences all in one- 🌿Pottery 🌿Rings 🌿Body Care

A post shared by Shiyana (@oxandotter) on

Shiyana creates beautiful, one of a kind ceramic mugs and bowls and is a self-described Ceramic Artist Glaze Witch. What’s fun about Ox and Otter is that you are following HER -the creator of the beautiful pieces that you might someday get to purchase if you can catch a mug in your cart before they all sell out. Since you see her often, posing with her Black Wave and Midnight Rose works of art that happen to hold coffee, you feel a much stronger connection with the brand. It’s that feeling of friendship that social media is so capable of creating between a person and their stranger-followers.

Ox and Otter has a look that users are clearly responding to, so Shiyana is smart to focus on creating variations of the same kind of design, “milking” what is already working for her.

One thing that I love most about Shiyana’s content is the amount of effort she puts into her photoshoots. Rest assured, there WILL BE color coordinated nail polish that compliments the mug on display and everything from her makeup and clothes to the background reinforces the branding. Really, it’s just her taste that is very unique, beautiful, and focused.

 

  1. Liberated Heart
    With the ultimate summer/festival wear, Liberated Heart is also tapping into the witchy, celestial vibe that Moondeli and Ox and Otter have done so well. They operate mainly between their Instagram Account and website.

When the brand launched in 2013, it gained a cult following and became a  leader in festival fashion and, after that an additional surge in attention when model Candace Swanepoel was photographed wearing one of their dresses. Then, the company focused on engaging the influx of commenters on their Instagram photos, which really paid off for them.

I think that Liberated Heart manages their ratio of content expertly. It’s a good mix of straight product promotion to sell specific items for their catalog and themes like desert scenes, palm trees, beach frolicking that support the branding so well.

Weekend setup vibes ✨✨✨ @lisadanielle__

A post shared by LIBERATED HEART (@liberatedheart) on

 

  1. Room Service Vintage
    I used to shop at Room Service for most of my furniture and a lot of my decor during the time I lived in Austin, Texas. I continued following them for years after I moved because I love to torture myself with vintage steals that I can never have because they don’t ship.

Room Service uses their Instagram account to sell the pieces they post by allowing a 2 hour hold on items. They even keep the posts updated with their “sold” status and it obviously works well for them.

Cherry Blossom Pink Recliner with Cane sides, 42″ t x 25″ w x 28″ d, $149.00 -SOLD-

A post shared by Room Service Austin, Texas (@roomservicevintage) on

Their photos aren’t that fancy and there aren’t any posts created “just for looks” -this is a purely functional account. It simply a catalog and they get enough high quality pieces in to be able to develop leads on Instagram.

It’s these little tricks that can work for small business -something you might want to keep in mind if you deal with one-of-a-kind retail.

 

Do you have any favorite non-major brands that you follow on Instagram for inspiration? I’d love to know what you are paying attention to. Tweet at me or respond in the comments below.

Jeff Bezos Has Too Much Power

Jeff Bezos Has Too Much Power

Hi, I’m Ludell and I’m the Marketing Director of an educational publishing company called Eazl. Our channel has all kinds of interesting things, from weekly Brain Boosts (to keep you informed on all things business, marketing, and the labor market) and free mini courses to 20 min. travel shows and interviews with industry experts. On my vlog playlist, you’ll find videos about my day to day marketing experiences and I’ll show you what it’s like to be me -a marketer and entrepreneur. I’m also curious to learn about your own experiences.

LOCATIONS MENTIONED
Art Institute of Chicago
Chicago Athletic Association

CONTENT MENTIONED
Direct Brain/Computer Integration is (Really) Close

Manufacturing Consent

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If you’re reading this, tell me how you feel about Amazon acquiring Whole Foods.

Thanks for watching. See you tomorrow!

What’s In My Work Bag?

What’s In My Work Bag?
I reveal what’s in my work bag at 7:40.

You can find the Brain Boost on Ethereum and Bitcoin here.

About This Vlog
Hi, I’m Ludell and I’m the Marketing Director of an educational publishing company called Eazl. Our channel has all kinds of interesting things, from weekly Brain Boosts (to keep you informed on all things business, marketing, and the labor market) and free mini courses to 20 min. travel shows and interviews with industry experts. On my vlog playlist, you’ll find videos about my day to day marketing experiences and I’ll show you what it’s like to be me -a marketer and entrepreneur. I’m also curious to learn about your own experiences.

Products & Stores I Mentioned
I can’t remember the name of the store in Sayulita. Sorry!
Artillery in San Francisco
Henry Beguelin clutch/toiletry bag
Veriditas Essential Oil (Mental Clarity)
Egyptian Magic Skin Healing Cream
Dr Jart BB Cream
Coola Sport SPF 50
Diptyque Parfum Solide

Want to watch more vlogs? Check out my other videos here.

Let’s connect!
Twitter
LinkedIn
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My Marketing Mastermind Group

If you’re reading this, tell me what’s in your bag in the comments below!

Guerrilla Marketing & Trying to Not Get Sued

Hi, I’m Ludell and I’m the Marketing Director of an educational publishing company called Eazl. Our channel has all kinds of interesting things, from weekly Brain Boosts (to keep you informed on all things business, marketing, and the labor market) and free mini courses to 20 min. travel shows and interviews with industry experts. On my vlog playlist, you’ll find videos about my day to day marketing experiences and I’ll show you what it’s like to be me -a marketer and entrepreneur. I’m also curious to learn about your own experiences.

Twitter
LinkedIn
Instagram
My Marketing Mastermind Group

Facebook is Making You Sick

Facebook promises to deliver social connectivity, a way to promote your business or cause, and a lot more but we think you should beware about investing in the platform as more and more warning bells are signaling that social backlash is building.

Facebook in Bed
According to Facebook, the average Facebook user spends almost an hour on the site every day and recent survey found that the first thing many people do when they wake up is check social media applications like Facebook on their phones.

Comparison Causes Negative Impacts on Well-being
In today’s individualistic world, many of us compare ourselves to other people to gauge how we’re doing in life. Because people tend to display the most positive aspects of their lives on Facebook, users increasingly believe that their own life compares negatively to the people they’re connected with on Facebook. In a new study, which was the largest ever conducted on Facebook use, researchers conclude that the use of Facebook is clearly connected to a negative impact on people’s overall well-being and especially on their mental health. You can find the study here.

Risky Business
Facebook has tried to convince business owners, bands, and brands that it is the place they need to build a following but here at Eazl we’re not so sure. There are growing calls from the health and academic communities for people to quit Facebook altogether and if you’re trying to grow a brand or a community, putting all of your eggs in the Facebook basket is risky business.

Check out some of Ludell’s tips for a technology detox that will help you be more productive.

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From Business2Community: Influencer Marketing 101

influencer marketing 101

“Most marketers don’t need another blog post convincing them to hop on the influencer marketing bandwagon.

They get it. It’s effective – influencer campaigns drive 11 times more ROI than traditional forms of digital marketing.

The problem is that everyone’s an influencer now. Follower count doesn’t necessarily translate to influence anymore. Everyone with an opinion about your product or service that posts on social media has the power to influence their friends, family, and coworkers.

Research by Markerly shows that Instagram influencers with fewer than 1,000 followers have a like rate of 8%, while those with between 1,000 to 10,000 followers only average around 4%. Once a social media influencer reaches a critical mass of followers, audience engagement actually begins to decrease.

So does this mean we can only ever have one or the other: engagement or reach? Is there a happy compromise? How do you find the right individuals that will represent your brand and drive ROI?

The key lies in picking out the right influencers and getting them on board.

Heres how:”

influencer marketing 101

My Marketing Campaign Checklist

ludell jones

My marketing process is ever-changing and evolving but I’ve found that the more organized and repeatable I make my processes, the more effective our campaigns are. These systems do take a while to develop as they are totally dependent on what works for you and your product or service. There’s a lot a trial and error, but it does help to have somewhere to start.

I’ve created this skeleton checklist for the marketing process that I follow every time I launch a marketing campaign. When I’m planning out the details of my campaigns (usually a month ahead of time or more), I just copy this list and build it out as I discover more details and develop my ideas.

When I’m working on the campaign, I simply format the text on my Google Sheet to strikethrough the elements of my campaign that have been completed. That way, I can see my progress at a glance, I never feel lost or forget what I’ve done to promote my campaigns, and I don’t leave out any of the important actions that drive traffic to our content.

We’re a small team and a lot of responsibility rests on my shoulders. It’s not feasible to store something like this in my head or constantly retrace my steps. Plus, creating these processes as you find constants and things that work makes your business scalable. It also eases the process of on-boarding employees.

If you’re struggling with feeling overwhelmed by digital marketing –or marketing in general– for your business, I invite you to start with this checklist and integrate it into your daily marketing activities.

ludell-jones


A few of notes about this checklist:

  1. To use it and make it editable, you’ll need go to “File” → “Make a copy” to save to your own Google Drive account.
  2. I’ll be constantly updating the sheet so check back in for improvements.
  3. The Pre-Launch phase of marketing is the most important. Do not neglect to prepare your marketing resources ahead of time or you’ll be faced with a mountain of work on Launch day. NOT IDEAL!
  4. In addition to striking through tasks as you complete them, you’ll want to add links to corresponding text so the resources can easily be found. If you keep all of your images and blog posts in a file on Google Drive, this checklist will be even more convenient for you. Any document you create or image that is uploaded comes with a link, which you can add to your checklist to stay organized.
  5. Create a separate folder in Google Drive for every campaign that you launch. That way, you can return later to repeat a campaign and you’ll know exactly where everything is.
  6. Make whatever changes you need to…this checklist was created with our training and events in mind.
  7. Usually, these campaigns last about 3 weeks. For smaller/lighter campaigns that last 1-2 weeks (those not directly related to new product launches), you can trim down some of the promotional activities if it makes sense to do so.


If you have any questions about this checklist or tips of your own to share, Tweet at me.

My Digital Marketing Toolbox- Updated for 2017

If you want to see what was on my list last year, check out My Social Media Management Toolbox: 10 Tools That Will Upgrade Your Marketing Game.

digital marketing toolbox

Social media management is only a tiny part of what I do for Eazl and, for that reason, I’m always looking for new tools, apps, and knowledge that will make me more productive and effective with online marketing initiatives. Last year, I put together a list of the tools I use regularly for social media management and I’ve changed the way I do things since then so I thought I’d update my toolbox for you.*

One thing you’ll notice from the list I put together below is that we’ve been investing heavily in Instagram, at least compared to January 2016. I’ve planned this out for a couple of reasons: our work is highly visual so it fits well there and I enjoy using the platform, which keeps my use consistent.

  1. Social Media Follower Management App
    The app that I use is currently no longer in the marketplace, but find any free app that allows you to see recent unfollowers and followers so you can easily manage your Instagram and Twitter accounts (including catching those annoying users who follow only to receive a follow back and then promptly unfollow).

Apps like this are such a time saver and they enable growth on social media accounts by keeping the number of accounts you follow reasonable and providing analytics on the growth of your account. Plus, it’s super convenient that you can use it on your mobile device!

Remember to try to only follow accounts that are actually relevant with content you actually want to see.

2. Repost It! App for Instagram
I’ve been using this app for a few months now and I really like it. It’s great for sharing posts in between accounts. In our case, I’ll sometimes cross promote between my personal account and the Eazl account.

3. Boomerang App
I love the new dynamic that Boomerang brings to Instagram! I use this app most often when we’re doing something out and about for Eazl, like filming or traveling. I’d like to start featuring more people in my Boomerang posts but haven’t worked it into my process yet.

4. Eventbrite Organizer App
We don’t host as many events as we used to and I’d like to change that as we move into the second quarter of 2017. The organizer app is great for keeping an eye on sign ups while traveling or during a heavily scheduled week. I really don’t like having to log into my account every time I want to check our RSVP numbers.

5. Instagram Stories
I am loving Instagram stories (especially because I REALLY don’t like Snapchat…I REFUSE to become a Snapchatter) and it’s the perfect way to get your content prioritized over other users’ content. It’s kind of like a reminder…”Hey, remember us? You followed us on Instagram a while back and you should come check out what we’ve been posting lately.”

I also like how casual Instagram Stories can be. It’s really about showing users what you are experiencing at the moment and doesn’t need to be anything fancy, however, I recently saw a fun, interactive, and thoroughly planned out campaign that a retailer published via Instagram Stories and it inspired me to think outside of the box in the future.

6. Likestagram
Now, before you go “poo-pooing” bots, they are the future so you better get used to them. With Likestagram, you can target the bot to like posts with hashtags of your choice. That way, you’re bringing in new views to your profile from users that are relevant at a higher rate than would be humanly possible otherwise.

Of course, you want to pair your Instagram growth through Likestagram with your traditional digital marketing efforts and make sure you have good and consistent content to post.

I like to go back to Likestagram and edit my hashtags to reflect my three most recent posts so visitors feel like they are in the right place when they arrive after the bot has called their attention to us.

7. Facebook Retargeting Pixel
I’ve been building my pixel power on Facebook for about a year now and the audiences I’ve created with my pixel a finally becoming large enough to use in my retargeting campaigns.

The retargeting pixel, in my opinion, is the only feature that makes Facebook actually useful to businesses. They’re lucky they have that because I would otherwise drop Facebook from my marketing mix without a second thought about it.

I trust Mark Zuckerberg about as far as I can throw him. If you aren’t from the west, that means I think he’s super shady. 

I know, Instagram is now owned by Facebook and I am using that platform a lot…it just doesn’t have that Zuckerberg stink of a platform that was originally launched to rate women’s appearance on college campuses (barf).

  1. Social Media Examiner
    I’ve actually followed Social Media Examiner since it started and I started social media management. That was around 2010. I have yet to find another source for up to date content about social media marketing that is as good or as useful as they are. So, I continue to use it as the main source for staying up to date with the social media bit of digital marketing.

I don’t have as much time as I used to so I skip to only the most relevant posts for my use case and I use Feedly so all of my news is in one place.

*Note that I still use all of the tools mentioned on last year’s post except for Crowdfire (that one didn’t stick).

See any tools that you love that I’ve now failed to mention twice in my lists? Leave a comment below!

You can connect with Ludell Jones on LinkedIn, Twitter, or in the private marketing group she manages.

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How to Define Your Tribe

Define Your Tribe

Who is your offering for? When you know this, you’ve made a huge step forward. The old way of thinking about this “who” question was through demographics; segmenting the world based on age or sex or race. But, that’s not that relevant.

What’s relevant is the stories that people tell themselves.

You want to find a group of people that share the same dreams, that share the same fears, that share the same histories and stories. You can call these people your “tribe”.

You want to reach and serve this tribe. And once you’ve identified your tribe, you want to make sure that you’ve identified them in a way where you know where they hang out because it’s a lot easier to reach out to people if they’re all on the same island than if they’re spread out everywhere.

You want to make sure that you know your tribe and you know where your tribe hangs out.

define your tribe

Let’s take Namita for example. She’s thinking, “Who are we going to serve with our search engine optimization offerings?” Namita might think, “Well, I know a lot about travel and travel writing and I also really value lifelong learning and e-learning. So, what tribe could I serve well with these skills and special characteristics?”

She might think, “Alright, so travel and e-learning. Maybe an international school for graduate students. Maybe that’s a good tribe for me to reach out to. Maybe travel organizations that specialize in educational experiences. That’s another tribe that I might reach out to.”

Now, Namita knows her tribes and she’s going find out where they hang out.

What blog do they read?

What newsletters do they subscribe to?

Once she has that equation, she knows a lot more about the audience that she’s serving, which is critical to success in marketing.

These ideas come from Seth Godin, who’s a brilliant marketer. You might want to check out his blog or read some of his work.

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