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ZAP Blog

How to spend your Facebook ad dollars: promoted posts vs. paid ads

Facebook can be a powerful and accessible advertising tool for any business. But not everyone who follows you on Facebook sees everything you post. In fact, the average reach of a post could be as low as 4% of your total audience.

Spending money on ads will help you reach more of your audience, and to grow your audience by finding new fans. But how can you be sure you’re spending your money wisely? Here’s what we’ve learned from advertising Egar on Facebook.

Facebook’s Ad Manager tools are awesome

The Top 7 Online Marketing Trends Dominating 2016

We’re over halfway through 2016 now, and the year has been an eventful one in the marketing and advertising community. With the pace of technological development being what it is, it’s unlikely that the momentum of new online marketing strategies will die down anytime soon—if at all. If you’re like me and most other online marketers, you’re excited to be in the game—there are countless new opportunities to reimagine your brand and connect with your customers in different ways—but it’s also a bit intimidating to keep up with the pace of change.

Five Steps To A Strategic Plan

It’s hard to accomplish anything without a plan. Whether you’re coaching a football team, cooking Thanksgiving dinner, or running a small business, you need a strategic plan.

A strategic plan looks at all the things your business could do and narrows it down to the things it is actually good at doing. A strategic plan also helps business leaders determine where to spend time, human capital, and money.

But, how should small businesses approach strategic planning? There are hundreds of business books dedicated to the topic.

Top 10 Marketing Tricks From the Pros

Marketing is the lifeblood of any startup – without it, the company will be sure to sink. So for entrepreneurs looking to boost their productivity with simple tricks, I set out to find answers.

I recently asked some of the smartest and most experienced marketing people I know for their No. 1 marketing hack. While all provided extremely effective solutions, I was amazed at how simple some of them were.
Here is a list comprised of the top ten, categorized by marketing experts.

Social Media
1. Boost your posts.

9 Questions to Ask Before Creating Another Social Media Account

The social landscape today looks a lot different than it did last year ... or even last month. As soon as your figure out a successful strategy on one channel, another one shows up and begins to demand your attention.

Sound familiar? 

For a lot of marketers, determining exactly where and when to spend your precious resources (read: bandwidth and money) can be a challenge. That’s why it helps to have a plan in place for considering your options. 

At HubSpot, we've developed a series of questions to help folks determine if it's 

The 7-Step Formula for Writing Copy That Sells

In Chicago, there’s a famous restaurant called Alinea. It’s one of only a handful of restaurants in America that have earned the coveted 3-star Michelin rating, making it one of the best restaurants in the world. But if you ask people who’ve dined there what makes it unique, most will tell you that, somehow, it’s not just the food.

Alinea is an experience. The food, artistic and delicious as it is, wouldn’t garner its full effect if each course (there are about 20 in all) didn’t arrive just in time, perfectly ordered, with each dish complementing the one before it and simultaneously enhancing the one scheduled to arrive next.

The Best Ways to Reach Baby Boomers with Video

Not sure if you’re ready to engage your customers with video? Well, reaching baby boomers with video online may be easier than you think – and neglecting it is probably more costly, too.

In fact, ignoring video as a medium means missing out on 69 percent of mobile traffic! Google/Ipsos says that 15% of boomers spend more time watching online video than TV, and it’s not just for entertainment; it’s utility. Khan Academy had 44.6% of their views from the 45+ audience.

But enough about that – we know 

15 Marketing Strategies That Inspire Strategic Thinkers

It takes a lot of time and effort to develop and maintain a marketing campaign that resonates with your intended audience. As a strategic thinker, however, the development of a marketing campaign takes even more consideration. After all, we're always searching for ways to gain the oh-so important competitive edge.

There are times, though, when we all hit the proverbial wall. If you find yourself in that situation, then you may want to check out these fifteen marketing strategies that will definitely spark your creative energy.

How to Convince Your Boss That Content Marketing is Here to Stay

You’ve done your research, picked a platform, know what you need to do, but now you’ve got a bigger obstacle to overcome – getting buy-in from your organization. It takes a village, right? And in order to see return you have to get everyone on board. So how do you do it? How do get your internal teams, especially your boss, to understand the value of investing in content marketing? Every organization is different but here are a few things to consider when selling content marketing internally.

Answer the why before the how

8 Do’s and Don’ts for More Effective Ad Campaigns

Authors note: This article was written primarily for financial institutions but the advertising principles apply to any business category.

Smart, successful advertising requires more than talent. It requires discipline. You might have a very creative ad, but if doesn’t contain a clear message relevant to the target audience along with a call-to-action, it’s going to miss the mark. Or you might find yourself with a campaign that generates a lot of leads to the website, but very few convert to new accounts.
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