What Facebook posts get the most likes?

facebook.com

facebook.com

Engaging with your fans on Facebook isn't easy. Each of your fans has a news feed full of photos and updates from people that fan knows and care about - and your content is competing with all of it. To them you are a restaurant or store they may or may not have visited once. That's why you have to work extra hard to get their attention and draw them in. With that in mind here are some proven types of content that effectively engages people:

  • Photos, Photos, Photos. Everyone knows photos yield the most likes. On average 87% of likes come from photos, far more than albums, videos, links, and status updates. Also photos of food automatically make people hungry so post photos of your delicious subs!
  • Promotions are another key tool to get people to like your page. About 60% of likes for all brands came from promotions. Promotions are any announcement of a special offer.
  • Entertainment is very important. People go on Facebook to connect/share with friends but also to be amused. Give them something to laugh at and get more engagement. “Tongue and cheek” graphics are great- check out rottencards.com or someecards.com.
  • Sharing big life moments. Important moment posts generate 3.75X more likes than normal status updates. People love to share in your pride. Some big moments for restaurants are: grand openings, new funding, birthdays/anniversaries, new menu or any meaningful moment.

If you’re looking to generate more comments try interactive posts such as questions, fill in the blanks, or "would you rathers". These posts are another form of entertainment.  If you go with a question think about the type. A Hubspot study reports ‘should’ ‘would’ ‘which’ and ‘who’ questions to be the most effective.

Another fun idea is to use an emoticon. According to a AMEX OPEN, businesses using emoticons reported 33% more comments, 33% more shares, and 57% more likes on posts with emoticons than standard posts. So  

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away!

Soon enough, you'll want to know if any of your Facebook posts are driving in-store sales. Good news: Privy helps you measure the ROI of Facebook and other channels. To learn how this works, get a free consultation from a Privy Customer Success Advocate.

 

Two Things Every Successful Privy Pizza Customer Does

For National Pizza Month we want to share the two things every successful Privy pizza customer does that sets them apart  when it comes to collecting more email addresses and increasing in-store sales.

1.  They have a Long Running Offer on their website.

A long running offer is typically a small, complimentary item in exchange for an email address. This can be anything from a high margin, low cost item like a fountain soda, to a branded t-shirt, sticker or wristband.

The Privy widget on Crazy Dough Pizza's site.

The Privy widget on Crazy Dough Pizza's site.

Crazy Dough Pizza uses the Long Running Offer of "2 slices for the Price of 1"

privy.com

privy.com

With long running offers like these, Crazy Dough’s has grown their email database by 13% in just 6 months! The offer lives on their website, with the goal of converting high intent web visitors into new email addresses - and ultimately in-store customers.  Why? Website is by far the number one source of new customers and new email addresses.

This offer can also be distributed anywhere across the web, but it’s typically used as a hook in places where high-intent customers tend to hang out, like Yelp, Trip Advisor, Urban Spoon and more.

2.  They use multiple channels to distribute Limited Time Offers.

The goal of a Limited Time Offer is to drive repeat business and really boils down to this question as a marketer: “what’s the call to action/trigger that’s going to get someone to come in-store?”  This can be anything from a new menu item, a monthly special, or holiday.

Stone Hearth Pizza used the trigger of "National Panini Month" to get existing customers to try something different

Stone Hearth Pizza used the trigger of "National Panini Month" to get existing customers to try something different

privy.com

privy.com

Limited Time Offers are typically distributed everywhere, whether it be on Facebook, Twitter or geo-targeted ads.  And the best part is, one of the most powerful drivers of repeat business is right under your nose: your email list.  Just like website is the number one channel for acquiring new customers, email is best for getting people to come back.

And with the long running offer constantly adding new email addresses on your website, there’s a snowball effect: potential audience of people to reach with a Limited Time Offer grows every day.

Want to see how you can easily run campaigns like these with Privy? Signup for a demo.

 

The 4 Restaurant Marketing A-B-Cs Every Good Marketing Exec Knows

Marketing today has a TON OF BUZZ. Are you on Snapchat? Does it matter? Do you have an app? How's your food?

At the end of the day, marketing is about announcing your brand promise and operations is about delivering on your brand promise. As a marketer, you have to decide which promises consumers want to hear, then say them in a way that people actually listen to. Here are some things to bear in mind when you're making your brand's promises:

1. Is it Branding or Call to Action?

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Any effective marketing message can only accomplish one of two things: get someone to BELIEVE something about your brand/product/service or get someone to DO something about your brand/product/service. What are you trying to make happen?

Branding Example: people think your beef patties are made of fake beef. The solution is to make people believe you use real meat. Perhaps make a commercial that introduces the consumer to the farmer who supplies the real beef that goes into your patties.

Call to Action Example:  your sales for a specific menu item are down compared to last year. The solution is to drive people to spend money on that specific menu item. Perhaps create a message that tells people to come to your locations this Saturday to try this specific menu item and attach a promotion that incentivizes them to come.

2. What are your revenue triggers?

In the restaurant industry, they are a) more new customers, b) increased frequency or c) higher average ticket. Which of these things can you improve? Pro tip: if you are not measuring these things, it's impossible to improve them. Measure first, optimize second.

3. Batting .300 is pretty damn good.

You shouldn't expect to perfect every marketing message out there. The idea is to have a goal, work to accomplish that goal and hope you nail it 1/3 times. If you do, you're going to the hall of fame!

4. Don't make promises you cannot keep.

DO NOT market something without Operations buy-in. Here's why: Let's say sales during the afternoon daypart are down and your finance team wants more. So you create a campaign and series of promotions to drive people in-store in the afternoon. Well, good news - you're good at your job and a lot of people come in. Suddenly, Operations doesn't have enough staff, service is weak, consumers complain publicly online and you now have an image problem to deal with for your next marketing campaign. Had you talked to Operations beforehand, they would have been aware of the potential increase in demand and would be able to handle the increase in volume and deliver on the promise you made on behalf of your brand.

To see how Privy can help you execute and measure your call to action marketing campaigns, get a free demo.

What type of Facebook Post is best for your brand?

Ever feel like your Facebook posts don’t get many likes? Ever wonder why?

Every time one of your fans logs on to Facebook they have an average of 1,500 new status updates, photos, and more to look at. And thats just an average. Some users have over 10,000 posts to look through.  

Now that Facebook has announced they will block like-gating in an effort to prompt more organic connections (and generate more ad sales?), marketers are forced to rethink how they should engage consumers on Facebook. With over 1 billion active users on Facebook your message gets easily buried, rarely reaching even a tenth of your fans. Of course there are solutions to get your posts seen more and increase your likes. Here are the three different ways to reach people on Facebook so you can increase likes and get more activity on your page:

1. The Organic Post

The organic post is the most basic post and is entirely free.  While this post typically reaches only 5-12% of your fans, it is still effective in reminding people of your brand. Be sure to research ways to make your organic posts as engaging as possible so they reach the maximum number of people Facebook will allow.

Organic posts reach an average of 5%-12% of your fan base.

Organic posts reach an average of 5%-12% of your fan base.

Boosted posts allow you to reach more of your fans, friends of your fans and local consumers.

Boosted posts allow you to reach more of your fans, friends of your fans and local consumers.

2. A Boosted Post

A paid boosted post spreads your message to a larger group of your fans and their friends. With this post you have two targeting options: traditional audience targeting (demographic targeting) or a wider outreach to fans and friends of fans. Anywhere from 32-50% of your fans will see your post. Depending on the content, engagement and how much you pay Facebook your message could reach more fans.

Facebook Ads allow you to target consumers based off of location, interest, device or demographic information.

Facebook Ads allow you to target consumers based off of location, interest, device or demographic information.

3. Facebook Ads

Facebook ads are the final way to get your message out. Similar to a boosted post, you decide the demographic you wish to target. Your message shows up not in the news feed but right beside it. This is the most expensive post form but it does reach significantly more people than an organic or boosted post.

These three post techniques can increase your likes and page activity. What’s key is testing out all three - form a hypothesis and see what works. Also think about timing-keep in mind these additional facts:

  •     Most people check Facebook at noon on weekdays
  •     Facebook’s highest traffic days are Thursday and Friday

The type of post certainly matters as does the content. Remember Facebook pushes out popular content so the more likes and comments your post gets the more people will see it. But how do you make engaging posts people will respond to?

Want to measure and compare which Facebook actions deliver the most number of sales for your brand? See how Privy can help.

 

Where to Focus Audience Growth

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Now that there are multiple platforms through which brands can connect with their customers, marketers have to prioritize their work more than ever. Where should you invest your time? Money? Content? Here's a guide on the benefits and disadvantages of audience growth on key platforms.

PlatformAdvantagesDisadvantages
FacebookEasy to test different acquisition strategies; Fairly easy to grow audience; Inexpensive to grow audienceCan only reach 5%-12% organically; Easy for fans to unfollow your brand; Hard to keep audience's attention
TwitterTwitter doesn't restrict how many of your followers see your content; Free to publish an unlimited amountPeople only see your content if they're reading when you publish; There are fewer people on Twitter than Facebook; Hard to get more followers
WebsiteYou own all content that is shown; There's no limit to how many people can visit your siteIncreasing web traffic is expensive and not straight forward; You have to host and design your own content; Hard to get people to come back (no lasting connection)
Email ClubYou can email anyone on your list whenever you want; Sending emails can be inexpensive; You can a/b test different content to see what works bestAcquiring quality email addresses can be costly and time-consuming; Consumers have a habit of unsubscribing; Some email service providers charge way too much

Given the pros and cons, we advise that you focus on growing a quality email list and earning the right to communicate with people. You'll end up getting a far higher return than on any other platform.

7 Ways to Tell If Your Executive Team is in "Social Media Denial"

Are you a marketer who is constantly fighting an uphill battle internally when it comes to social media? Here's how to tell if you're suffering from Executive Social Media Denial (tweet this article):

1. When you bring up social media, people roll their eyes 

urbanenzo.com

urbanenzo.com

2. You spend time creating reports on engagement and they always get pushed off in favor of something else

constructionlawtoday.com

constructionlawtoday.com

3. You have no goals/metrics for success

alan-turner.net

alan-turner.net

4. A large percentage of your budget is still being allocated to print and local TV

newsplexer.com

newsplexer.com

5. No one on your executive team has a social media account

ecjlaw.com

ecjlaw.com

6. People still make fun of the word "Tweet"

marketingdirecto.com

marketingdirecto.com

7. The phrase "if it ain't broke don't fix it" is being used for your marketing

pearlsofprofundity.wordpress.com

pearlsofprofundity.wordpress.com

To learn how Privy can help rescue your executive from Executive Social Media Denial, sign up to get a complimentary online marketing consultation.

Here's What Your Executive Team MUST Know About Facebook

purelybranded.com

purelybranded.com

Many marketers face the dreaded Ignorant Executive team. Have you heard things like "Social Media is a fad" or "We have to get on Snapchat...I saw my daughter using that" or "I feel like something is happening on Twitter...are we Tweeting enough"? Then guess what: you too have an ignorant executive team. Fear not! Here is a quick guide of what your Executive Team needs to know about Facebook.

1. Social Media isn't leaving

Facebook has 18.2% of all living humans logging in at least once a month (tweet this)

2. Facebook isn't a marketing cure-all

There are still more than 80% of the planet NOT on Facebook. (tweet this)

3. Social Media is about showing brand personality

49% of consumers become a brand's Facebook fan to support brands they like. (tweet this)

4. You can track ROI from social media (but don't always have to)

Using a campaign tracking tool, like Privy, you can measure the ROI of Call to Action marketing. We believe that roughly 20% of your efforts on social media should be Call to Action. The rest should be about branding. (tweet this)

5. Consumers "Like" brands that they have an emotional connection with, not one that they necessarily spend money with.

46% of consumers said they "Liked" brands they had no intention of buying from. (tweet this)

6. A qualified email address is worth more than a Facebook Like.

When you post to your fans, Facebook only shows that post to 5%-12% of your fans. When you send an email to an opted-in list, nearly 100% of that list received your email. Would you rather reach 5/100 people or 100/100 people? (tweet this)

To see how Privy can help you leverage Facebook to drive more sales, get a free demo.

How To Target Mobile Users On Facebook

Looking at data across all of our customers, one thing has become very obvious over the last six months: mobile is having a huge impact on in-store sales.  Mobile not only has a higher redemption rate than desktop (30.4% redemption rate on mobile vs. 21.2% on desktop), but in-store redemptions happen 5x faster.

As a marketer, you can take advantage of these trends by targeting ads at people using mobile devices, and it’s actually really easy to do.  Here’s are the three steps to target mobile devices on Facebook.

1.  After you’ve added the images/copy for your ad and set the basic audience details in Facebook’s Ads Manager, scroll down to Behaviors.  Click in the box and you’ll see a dropdown with an option to select "Mobile Device User.”

2.  Select "Mobile Devices by Operating System.” 

3. Choose which devices you want to target.  Our recommendation is to stick with Android & iOS, which make up the majority of all mobile device usage.

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See how you can use Privy to track the performance of your next Facebook Ad Campaign. Click here to get a free personalized demo.