Maximize Social Media Ad Spend

Social Media marketing is one of the most cost-effective advertising solutions for small and medium businesses. However, if you’re not using it right, it can cost you significantly in time and headache and you might not see the ROI. Managing your ad budget can be tricky. How do you know how much you need to spend and where? What keywords to use? How do you know what’s working/ what’s not? Here are some simple best practices on how to effectively manage your ad budget.


Choose and Create an ad. Cast your net.


Sponsored vs. Promoted Posts


Facebook and Twitter ads: they’re all the same, right? Wrong! There is a huge difference between sponsored and promoted posts on Facebook, Twitter, and Instagram.

Promoted posts are organic posts uploaded to your page. They can be “promoted” by spending a little money to increase the reach of your post. A regular post will only reach a portion of the people who follow you, by default. Once you pay to promote it, the post will then reach people outside of your page’s following, or you can simply promote it to reach a larger percentage of your audience. The choice is yours!

-Promoting your top performing posts is a good way of testing the quality of your organic content if you think that you have too small of a following to generate a good measurement of engagement.

-It’s also good to use when you are running a contest and you have a post that you want to be shared. Paying to have that specific post reach way more people is an excellent tactic for this type of promotion.


Sponsored posts are posts you can create solely for the purpose of advertising. You can visit the Facebook Business page to see all the ad formats and their benefits. These sponsored ads are to be created for a specific audience and purpose. Ranging from website clicks to page likes, you can custom create a message that will appear on someone’s feed the next time they log on while your ad is running.

While sponsored and promoted posts will both appear on someone’s feed in the same manner, the two will achieve two entirely different objectives.


Start reeling in leads with repetition through retargeting.


The beauty of advertising with social media platforms is that you have the ability to custom create your audience.

-Facebook Pixels. This is a piece of code that you can add to a landing page on your website to track visitors. You can use this pixel code to then import an audience into Facebook’s ad manager. From there, you can actually target people who have recently visited your page (or been on a page that contains your pixel) with your ad. People who have visited your page are more likely to purchase from you because they are familiar with your brand and it is top of mind.


Analyze and Optimize.


To truly master managing your ad spend, you will need some practice with analytics. Every platform that you advertise with will have some form of analytics available to you. Use this information wisely, because it’s there for a reason. Whatever platform you are using, be sure to monitor your ads as they are running. Look for key differences and things that need improvement. These are some of the most common ways to test your ads:

-A/B Testing. This is a method that simply uses two or more different sets of ads to test which subtle changes are more effective than others. Some ad sets might be best tested to see which images are more appealing to your audience, or which caption is more enticing, etc. Then you can make sure you’re only spending money on the most effective ad.

-Audience testing. Test two identical ads but with different audience profiles to see if you are properly targeting your potential leads.

After testing your ad sets to find out which combination of settings will perform the best, it’s time to start investing in the ads that will net you the best ROI.


Let’s recap.

  1. Create Visibility Through Targeted Ads. (Cast the Net)
  2. Reel In Your Leads Through Retargeting
  3. Tweak with Analytics. (Invest in what’s working to Maximize ROI)


Are you thinking about getting started with advertising on social media? Sign up for a free consultation with one of our experts!

If you’re a small business owner and have a marketing problem you want to be answered, fill out a contact form and we’ll get back to you as soon as possible!

As always, follow the conversation @93Agency on social media.

Video Marketing for Small Business

It’s no secret that video posts generate higher engagement on social media. In fact, over 60% of small businesses have added video marketing to their social media marketing strategies. So what’s new?

Over the last few years, brands have been steadily adopting video marketing strategies into their overall communications. In 2013, marketers predicted that video content would account for 50% of all internet traffic. It’s now 2017, and guess what? Video content now accounts for 80% of all internet traffic! The point is, if you’re a small business owner and your current marketing plan doesn’t include video content, you’re missing out. Big time.


Videos are social engagement magnets.

A Facebook video receives, on average, 135% more organic reach than a Facebook photo. Videos are also 6x more likely to be retweeted (Twitter) than a photo. Thanks to industry research like this, we can begin to see a trend in what kind of content elicits a response from your audience.

Most of the content that we see on social media is text-based. So, when someone finally sees a video on their feed they can’t help but focus their attention on it. From there, you just have to keep them interested.

Social media is much more cost-efficient than traditional forms of advertising such as; the local newspaper, magazines, radio, and especially TV. The cost of creating a video will depend, but getting your video to reach potential customers is free. If you want to spend a little on promoting your post to reach more people, you can do that as well. There are so many options that allow you customize your ads that overspending is virtually impossible.

Builds trust and improves brand image.

75% of users have visited a company’s website after watching one of their videos on social media. Videos are also easier to remember. In fact, 80% of users can recall a video ad they saw 30 days ago. 90% say that videos helped them in making purchase decisions.

Your brand is your personality. As a consumer, they will have a much easier time making a connection with that brand’s personality if they can see you, hear you, and understand you. As we mentioned before, roughly 2/3 of small business owners are using video marketing in their social media strategies. As a consumer, I’m going to view the brand that has put more effort into earning my attention as more credible.

Increases your SEO rankings.

Google loves video. You’re actually 53 times more likely to show up first on search results if your company website has a video embedded on the landing page! The reason for this is largely because consumers will spend more time on a page with video on it. By watching the video, they are staying on that page. This tells Google that the content is valuable and is a good place to send others searching for similar things. Since Google owns YouTube, the benefit of having a YouTube channel for your business is large.

To make sure Google picks up your company’s video on its radar is optimize your video title, tags, and description to match appropriate keywords that people might be using to find your video. Uploading your video to multiple channels will increase your ranking, as will having it shared by your followers. Higher engagement tells Google that others found your content useful. As a result, Google will rank your brand name higher than those with little engagement. By investing in video marketing that you are actually investing in SEO as well.

Easy to Digest.

Reading a product description or filling out a form can be highly tasking. It’s easier for a consumer to simply watch and listen to a video for 30-90 seconds before making a decision.

This decision will depend on your video’s purpose and what action you want your viewers to take. Your consumers want to see your product or service in a real life situation. Something that they can relate to. Videos leave less to the imagination than photo ads and thus, are less confusing and easier to digest. This is why most people can recall video ads over a print ad.


Video marketing is one of the best ways for small businesses to separate themselves from the competition. With some practice and a little bit of help, your next successful video could go viral in your local community!

Thinking about getting started with video marketing and have a few questions before you’d like to get started? Sign up for a free social audit with the experts at 93 Agency!

If you’re a small business owner and have a marketing problem you want to be answered, fill out a contact form and we’ll get back to you as soon as possible!

Social SEO: The Basics

If you’re a small or medium sized business owner, you’ve probably done your own bit of research on Search Engine Optimization (SEO). The problem is, many marketers will try to intentionally confuse you in order to seemingly make their services more valuable. In turn, businesses owners like yourself shy away from investing in social media management because most marketers aren’t able to provide value for these kinds of services in the first place. To remedy this problem, we’re going to give you some social media SEO Basics that you can easily apply to your current marketing efforts. No headache. No studying. Just a few minutes of your time on our blog and you’ll be on your way to becoming a social SEO wizard!

Believe it or not, SEO is actually a very simple concept. Imagine if Google was a person. Now, imagine that Google is that one friend we all have that is really smart. You know, the kind of friend that seems to know EVERYTHING?! Whenever you want to go somewhere or try something new, you go to this friend to ask for their advice. You do this because you know that whatever recommendation they give you, it was in due diligence.


“If Google Was a Guy”



While most comedy skits tend to exaggerate the truth, Comedy Central kind of hit the nail on its head. If you were this person who everyone trusted to be a meaningful and useful resource of information, you would feel an enormous amount of pressure to maintain your friends’ trust, right? Google feels the same way. Google wants to maintain your trust so that you’ll keep coming back to use their search engine. So when Google sends out little spies (also known as Spiderbots) to pages with your brand name on them, it wants to know that if these pages can be trusted to be useful to their friend who is asking for information. So how does Google verify that your brand name and all of its touchpoints are valid, reliable, and useful?

Similar to what you may have heard already, there are a few main things that Google will look for on your social media accounts that you can easily change on your own. These changes will ultimately help your SEO and enable your brand to show up higher and more often in searches.


SEO Keywords

When you’re creating a post for one, or a few, of your social media profiles, it’s important to look at the body copy (writing) of your caption, headline, and any other aspect of the post that contains text. To truly optimize each post, think about using a combination of “simple” and “complex” keywords that truly represent what that post is about, so it’s easy to find from a search engine. Remember, your ranking on social media searches are just as important as your Google ranking. With that said, you’ll need to optimize your page’s descriptions to attract your target audience. This will take some research to know what keywords they are using and where they are engaging. There are plenty of free keyword search tools that you can use to find out which keywords are the most used and even which words your audience is using in search terms.



You’ll see links in posts with articles or sometimes a video with a YouTube link attached to the bottom. If your brand is on Instagram, then the most common way to generate linked content is by posting a link in your profile description. This will usually be a link to your blog or website, also known as a “call to action.” Additionally, you can re-post trending or popular posts from influencers (with their permission) to generate an indirect link to their profile; further adding to the credibility of your content and links. Twitter will let you do a similar thing with “quote tweeting”. The reason high-quality links in your social content are important is because it gives your brand credibility. Credibility is the foundation for all things SEO. If Google can’t cite credible sources, then it’s not doing its job. Our job as social marketers is to make Google’s life (and yours) easier. When you have a moment, take a look at all of your social profiles and backcheck to make sure that your links are leading to other credible sources.


Social Mentions

Just like word-of-mouth, Google tends to trust a brand that has a lot of mentions from social media or other sites. Speaking specifically about social media, getting mentioned by 100 people is great! Getting 1000+ mentions is even better. Even better than that would be getting 1000+ mentions from followers and 5 mentions from influencers (usually verified accounts with large followings). Needless to say, these influencers are in big demand from marketers all over the world desperately trying to reach a specific audience. Mentions on social media exist in a few forms such as; reviews on apps like Facebook and Yelp!, getting tagged in a photo, getting your business location tagged in a photo, getting your account handle (ex: @93Agency) tagged, and hashtags (#93Agency), to name a few. That’s why constant communication with your followers and pushing relevant, useful content will help in attracting mentions.



Likes, shares, follows, mentions, tags… the list goes on. The truth is, you can never have too much engagement. That’s why there are so many ways to measure it – because it is so essential for providing value to businesses who invest in social media marketing. Engagement also shows that your brand’s content is valuable to its audience, and that shows “credibility” in Google’s eyes. In fact, when a post is successful in engaging your audience, chances are that they will share it with their social networks, and your brand will start to reach more people. As a result, you’ll gain a larger following and continue to build your brand name in SEO rankings. If you don’t have a large following, getting engagement on your content will be much more difficult than it would be for verified accounts with thousands, or even millions, of followers. But that doesn’t mean that your brand or business can’t leverage other accounts with lots of followers. Contests and giveaways are common ways of partnering with other social accounts. Sometimes partnering with a charitable cause or a community initiative can help attract a following and valuable engagement numbers, as well as genuinely be a great thing to do as a small business.


Did you find this article helpful? Let us know in the comments section! If you’re a small/medium business owner or someone who needs help with managing social accounts, contact us for a free consultation and social audit. If you have a question that you’d like answered in an upcoming post leave a comment down below! Don’t forget to follow us on social media @93Agency to hear about all our latest posts.