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Why You Should Advertise On Face Book

Locally targeted ads on Facebook are an excellent value for new and/or local business.
Locally targeted ads on Facebook are an excellent value for new and/or local business.

There are more and more small businesses with Face Book pages and others still who join or start interest groups with the idea that these will help them promote their trade. I do not think Face Book is a good venue for corporate business or for those involved in business to business sales. On the other hand if you own a small or just starting put brick and mortar store, or professional practice then Face Book is ideal. Setting up a page on Face Book is free and easy and that is good. But getting it and you in front of potential customers will require some advertising. While not “free” it is very reasonable and a good value, in my experience.

Local Focus

If you own a business with customers that come to you based in some part on proximity, then here you go. Data supports the use of location-based advertising. Gannett’s G/O Digital released a recent survey and found that 60 percent of users viewed a local business’s Facebook page before visiting the business itself. Looking at the reviews on the page was also part of this process. According to a research study from Google, 32 percent of customers visited a store or made a purchase after viewing a location-based ad. Additionally, 19 percent of those customer visits or purchases were unplanned. As far as I know neither Gannett or Google have any direct financial stake here.

Face Book For Local Business

Face Book now has the capabilities that will allow the local merchant the ability to target his or her ads to people located near by. Face Book also allows advertisers the ability to target potential customers by different demographics. Face Book calls these “local awareness ads”.

These ads allow you, the advertiser, to target people who live in your area or even recently paid a visit. Previously the only way to target people on Face Book was via zip code. Anyone with a little experience in direct mail advertising knows this is not efficient. For example, if you owned an auto repair shop there are plenty of people who live in your zip code who could benefit from your service, but most will not. In that zip code are people who do not drive, do not own cars, lease vehicles, have company cars etc. And yes of course, the new local awareness ad targets people in your area now, whether visiting or living there. But wait, there’s more!

You can target your ads based on age, marital status, education, interests and zip code. Most people who own cars and need them repaired fit into a certain demographic category. And if you do not know exactly who those people are, make your ad choices based on the customers you already have. So if most of the people who come to you shop own vehicles that are less than 4 years old and were imported from Germany, bring children with them, wear gear from a university but are clearly too old to be students you can assign them the following on Face Book:

  • income greater than $100,000.00
  • married
  • age 30 – 45
  • college education
  • zip code

Face Book will take that information and point your ad at others on Face Book who fit that profile. There are other options as well. You can assign your ad to an event, like a concert, parade or other special happening. This function can also be linked to the web site that sells tickets for those said events. More often though, the ad needs to point back to your web site where you offer some kind of value added information, coupon or other special offer. This will drive more traffic to your web site, which is almost always the best place to send a prospect.


The cost of ads is based on a few things. Broadly, the amount of time you want it to run and the budget you assign to it. Like Google Adwords, you can set the amount of money you are willing/able to spend and keep it to that. For the special event option, charges can also come based on the number of click-throughs, again just like Adwords.

Another plus is the reporting feature. Face Book will tally the reach, clicks and expense for all of the above. On top of everything it is really easy. If you can post a photo on Face Book, you can set up advertising. I do not mind sharing with you that I have advertised for clients and causes on Face Book with results that were very worthwhile. I hope you also have success with this channel to your prospective customers.



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Five Ideas: Get Paid Writing Blogs/Podcasts

Podcasts create another opportunity to reach the audience and inform them about your expertise.
Five Ideas: Get Paid Writing Blogs/Podcasts. Podcasts create another opportunity to reach the audience and inform them about your expertise.

Five Ideas: Get Paid Writing Blogs/Podcasts. At some point whether blogging, podcasting, or posting videos on You Tube you will want to get paid. Sure there are people who will do these things simply for the love of it and we love them for being so generous. But most folks can ill-afford to make a commitment like this. The rest of us need to get paid.

Will you start your blog or podcast and have people lined up to sponsor you? No. If you work diligently for 6 months to a year, posting new, original material 5 days a week do you have a chance? Yes. Or maybe.

Advertisers want the same thing you do, page views or downloads from people who are involved with you. You could have guessed that, but what else? What about conversations about you on your social media pages? Could a sponsor benefit from being a topic of a post on your Face Book page? Assuming that the comments were positive, sure. But in any event, you have to bring the numbers.

Whether Twitter followers or downloads, advertisers want entrée to your audience. If your audience numbers in the dozens it is unlikely to attract a sponsor. So spend your time building an audience. The best way to do that is to be consistent with original content that is new or at least a new twist on something.

Traffic And How Much Is Enough?

So how do you know that you have “enough” of an audience to merit ads? Go to one of several ranking systems. The best ones are Google Page Rank ( and Alexa (

Of course, raw numbers do not always tell the whole story. If you work in a niche that is very specialized you are not going to have millions of followers. My page on called attracts a lot of views from people who collect napkins. That is because I did a show earlier this year about that topic and they come to the site to listen to and read about napkin collecting. This fits that “small niche” category. While the number of these people ranks in the hundreds, most of them visited my site. Which brings me to the stat or measure that matters the most and that is engagement.

Engagement is the Best stat for a Blog or Podcast Sponsor

The most important stat to a potential podcast or blog sponsor is your influence. How engaged is your audience? Do they take action on your recommendations? This matters more to an advertiser than impression numbers, because they’ll not renew an advertising contract, even to a big audience, if the audience isn’t taking action (converting). The more likely your audience is to take action, the more valuable they are to a sponsor.

I was listening to Michael Berry on KTRH-AM in Houston. He mentioned that he liked a hat from a feed store called A & P Feed and talked about it on the air. Later in the broadcast, and probably not coincidentally, he received an e-mail from the owner who thanked him for the mention and told him about a big order he received as a result. If the people you attract are more followers than casual listeners, you can attract advertisers.

A good way to measure this for a podcast is by recommending relevant free or premium resources (maybe even an affiliate) with a trackable link, like from Pretty Link Pro or Better Links Pro. An affiliate will allow you to track both how many people visited through your link and—more importantly—how many people purchased.

Recruiting Advertisers

So assuming you have the numbers to attract advertisers, here are some suggestions to actually attract them.

  1. Figure out ways to get potential advertisers involved. Of course there are banner ads and payment for click-throughs. But what about polls? A sponsored poll or quiz will engage the sponsor and the people who participate. The results of the poll create a posting opportunity and even a news release possibility. You can offer all of these as a package to a potential advertiser as a value added benefit of working with you.
  2. Give something away. A giveaway of a sponsors’ product will also involve the audience and give you the chance to talk/write about the product in your blog or podcast. Once you determine the winner, interview him/her about the product and how cool it was to win. Beyond the obvious, you also just provided your potential sponsor with a testimonial. If you gave something away from them once a week you deliver 52 testimonials. For merchants of any type, there are few things better than unscripted praise from an end-user.
  3. Guest posts and interviews. Inviting the potential sponsor to be on the program or blog is a good idea because it will show them how professional you are and what is possible through further, albeit paid, involvement.
  4. Adsense and Amazon Affiliate programs. These two companies specialize in blog advertising and are 2 of the leaders. But there are others and you will want to research the ones that are the best fit for you.
  5. Podcast networks such as Mevio, Podtrac, and Wizzard Media welcome any podcaster that has an audience, because that means they can sell advertising against it. The networks collect shows, categorize them, and sell advertising on a CPM (cost per thousand) or CPA (cost per action) basis. Adam Curry, former MTV VJ, podcasting pioneer, and President of Mevio (interview), is looking for podcast producers that know their audience and can motivate them. Using either their show programming or social media, podcast producers promote show-specific coupon codes for their sponsors. Every time one is used, the podcaster gets paid. Of their network of 15,000 podcasters, Curry said he has three podcasters that will make between $500,000 to $1,000,000 this year.

Let me say, that this is not easy. It is anything but easy. As I have written before, you need to approach this like a job, you show up every day and post. You have to commit. I spend 2-3 hours a day researching and writing each one of the se posts. So on top of a 40-hour work week and everything else that is involved, add another 2 days to the week. Without a commitment, you have no chance. Even with a solid commitment, it will be incredibly challenging. I wish you well in your pursuit.