FACTORS TO CONSIDER BEFORE HIRING A SEO PROFESSIONAL
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Today we have a guest post and infographic for you from the multi-talented Ivan Serrano about how you can amplify your content! Take it away, Ivan.
Back in its early days, many marketers focused on link-building techniques to get a higher ranking on Google. With Google focusing more on providing relevant content to its visitors, these old tactics are now a great way to get your site flagged. Now their focus has shifted to the quality of the content. This switch has forced brands to change their tactics to content marketing. 93 percent of B2B marketers currently use content marketing for a couple reasons:
Seven out of ten consumers prefer custom content because it is tailored to their interests.
Good content is a major reason consumers follow brands on social media.
While creating quality content is definitely important, the problem is that every brand is doing the same thing. If you’re just expecting to earn a huge following simply by creating a blog entry or white paper, you’ll be in for a rude awakening. With so much new content available to consumers on a daily basis, if you don’t promote it, there’s no way anyone will ever find it.
Content Amplification
Content amplification is a strategy where you increase the value of your content and reach the largest audience by promoting it on the right channels. All content amplification starts with your owned media which includes:
Social media profiles
Blog
Website
Email list
From there, you can and should utilize different avenues of paid media like Facebook ads or Twitter’s Promoted Tweets so you can reach a wider audience. The best part is that these paid social ads allow you to pinpoint your amplification strategy to exactly the right people, who ultimately will help build your community. The infographic below provides more information on how to amplify your content properly, the questions you should ask yourself when creating your content and the tools to find influencers (click to enlarge).
It may be 2015, but several small to mid-size (and even major) businesses are still having trouble parsing out their social media marketing. From trying to hop on every rising new trend to posting ineffectively, there are so many ways to totally whiff it on social media. If you decide SMO is a direction you want to take with your business, there are several pitfalls you’re going to want to avoid. Here are some of the social media mistakes you’re still making and what to do to fix them.
Not having a specific goal. Too many businesses get in on social media because they need to stake out their property, and then poke at it for a while before giving up entirely. These mediums have a very casual, conversational air about them, so maybe you’re not taking them seriously. If you’re going to commit, you need to decide what you want out of your social media – sales? traffic? signups? exposure? – and formulate a strategy to make it happen.
Spreading yourself too thin. With all the shiny new properties available these days, you may be tempted to create an account on every site you can find. Twitter, Facebook, Google+, Instagram, Pinterest, YouTube, Vine, Tumblr… let’s do it ALL! Unless you have a dedicated social media manager, you’re going to end up abandoning a lot of those properties. Sit down and decide which mediums will work best for your business, and select a few to focus on.
Refusing to spend a dime on advertising. For a long time, social media was considered “free” advertising. These days, most of the major companies have shareholders to consider, so they’ve changed their algorithms to favor businesses that shill out for their ads. If you’re hoping you can continue to gain traction without paying, you’re mistaken. Here’s the good news: social media marketing is still relatively inexpensive when compared to other forms of advertising while also remaining highly targeted. Learn the guidelines, create a budget, and start boosting! Facebook is driving significant referrals, so don’t discount it.
Not having a direction or using an editorial calendar. If you’re still relying on silly-but-irrelevant posts for your user interaction, you have a problem. Don’t wing it. Tying back around to having a specific goal in mind, craft your content and posting schedule to effectively reach that goal. Planning ahead creates less work in the long run and allows for a QC check.
Handing the responsibility over to someone who can’t make it a priority. In the past, many companies handed the keys to Facebook and Twitter over to an intern or made it a tacked-on responsibility of another employee. Unsurprisingly, this led to a fair few nationally publicized egg-on-face incidents. Your social media marketing plan should be treated like any other advertising responsibility – it should go to a dedicated individual who can pay it its proper due. If you wouldn’t let someone handle your print or email campaigns, don’t let them handle social media.
Not creating a social media policy. It’s absolutely essential to create a social media policy that dictates how your business will be represented online. This isn’t something you can leave up to chance. Sit down and clearly decide what is and isn’t appropriate to post, the language to be used, the policy for dealing with irate customers on a public page, etc.
By following these tips, you’ll be ahead of the curve with your social media (or at least caught up). The most important thing to remember is to take SMO marketing just as seriously as you’d take any other advertising or marketing endeavor, and dedicate the appropriate resources in order to see results! For more information, contact us here at Zenergy Works anytime.
We’re only a few scant weeks into Instagram’s very limited first run of advertisements. The popular visual media site introduced ads from select vendors, and they’ve been very careful with their approach. Similarly to Tumblr and Twitter, the social site is attempting to create a more “natural” advertising experience by including these images directly in users’ feeds, rather that requiring them to follow the advertiser.
The results have been… unsurprising. It seems no matter what approach companies take, many users loathe advertisements on principle. When they see the now-familiar “Sponsored” stamp, they rebel. It doesn’t matter whether they already follow the brand, whether they love the brand, or whether the ad is exceptionally well done. It’s an ad, and it’s in their previously ad-free space. They don’t want it there.
It’s an interesting conundrum. Instagram has intentionally hand-picked specific advertisers who they feel are already members of the community, who have substantial followings that they built on merit and the quality of their offerings. Their goal is very much in line with Tumblr’s approach – they want to use the culture of the community they built to provide the most natural, unobtrusive experience possible for their users while also monetizing in order to create a successful business model. Tumblr does it with GIFs, and now Instagram’s doing it with high-quality photography.
The first official advertisement, a Michael Kors image that can be viewed here, seems like it should be an absolute no-brainer. It’s creative, simple, high-quality, and is completely in line with Instagram’s theme. It’s a photo the company posted to their own profile, which is already followed by 1.4 million users. The only difference is that pesky “Sponsored” stamp, and the fact that it’s showing up for users who aren’t necessarily following the brand.
But, as the article I linked earlier astutely points out, although the commenters are largely negative nellies, the amount of positive user interaction (hearts/likes, in this case) skyrocketed. As of this posting, 230,000+ users have liked the photo, which is many times more than the business’ average post. So, what does this tell us?
Unfortunately, without access to the analytics of the advertisement (particularly the negative feedback left by utilizing the “Report Inappropriate” option), it’s difficult to say what the effect of the advertisement truly is, and whether the positive outweighed the negative. However, I’d wager that it did.
This is the constant struggle with social media and online advertising – the public views these as “free” spaces, and they buck against the idea that they must put up with advertising in their “personal” space. No matter what you do, someone isn’t going to be happy about it. However, the approach is becoming ever-smarter. Going the route of cultivation, creativity, and niche targeting is the next stage in advertisement. Visual media is always becoming more relevant to search engines, particularly with regards to sharability, which is often tied to quality.
Users will never enjoy being advertised to, but we can at least aim to be interesting, engaging, and relevant. Just because it IS an ad doesn’t mean it has to FEEL like an ad. Gone are the days of the low-quality SALE! SALE! SALE! ads. The future is now. What do you think of this experiment in native advertising?
Stephanie Wargin is the Social Media Strategist at Zenergy Works, a web design and SEO company located in Santa Rosa, California. Her friends like to brush her hair into her eyes whenever she talks about Facebook.
A slightly early, but very Happy Halloween from the Zenergy Works team! We received some pumpkins in the mail from Google last week for being Google Partners, so naturally teammate Tim Wilson took matters into his own hands to create a Google-worthy pumpkin. It was quite the process.
With all the creepiness and spooky stories circulating at this time of year, this seems like a good time to reflect on some of the scariest internet marketing stories we know.
The Cryptic Case of Keyword Stuffing!
One night, a young entrepreneur hears about a little something called “search engine optimization.” After a ten-minute research session, he decides he has everything he needs. He starts writing, and popping in keywords, and underlining, and bolding, and hyperlinking like mad. In a feverish frenzy, mad with his newfound power, he begins typing, “My business is the best business to provide you with business in Business Town” over, and over, and over again. It’s only then that he realizes he can’t stop. He types, and types, and types until he collapses, stone dead. But his hands don’t stop, can’t stop.
The Web Design of Terror!
There’s a place that no one goes. It’s whispered in secret among the locals, traded like Tweets amongst schoolchildren. They call it The Worst Website In The World. It’s rumored that if you type it into your URL bar, you’ll be exposed to a clashing color scheme so horrific that GeoCities would run away screaming in agony. The navigation will trick you, luring you into a maze of dead links and missing pages. The calendar hasn’t been updated since 2006. If you gaze upon it, the image of low-resolution, vacant smiles will be burned into your mind’s eye forever. If you say its name three times in front of a computer monitor, the poorly-drawn mascot will crawl out and kick your dog. Beware!
Social Media Meltdown in Hades!
The rain came down hard, beating against the windows of a business owner who was feeling very irritated with a certain Yelp review. Moments before, the review had sunk its teeth into his thumb, infecting him with a rage that grew larger every second. “You’re wrong!” he screamed at the screen, banging at his keyboard with a ferocity never before seen in his store. Browsing customers shrank away, fleeing for the exits. Once it started, the fire burning inside consumed him. He took his fury to Facebook, then Twitter, then the blogs clamoring for interviews, telling the world that he wouldn’t stand for a smear campaign. His eyes glowed red as coals. “You’ll never ruin me! NEVER!” he cried as the floor opened up to swallow him into darkness.
Yikes. That got pretty scary. Have a pumpkin to make up for it. HAPPY HALLOWEEN!
15% of Americans age 18 or older do not use the Internet, and 9% said they don’t use it in their homes, according to a report released by Pew Research Center. Those that do not use the internet cited reasons like: lack of interest, cost, lack of internet access, too busy, or feel that the internet is a waste of time. More than 40% of respondents above the age of 65 do not use the Internet, while just 2% in the 18-29 age range don’t use it.
The truly staggering statistic is that less than 20 years ago (an eternity in tech advancement terms), 85% of people did not use the Internet. The chart below shows the rate of internet adoption among American adults since 1995.
Study: Facebook Logins Still #1, But Google+ Is Gaining
Janrain has released a study on social login usage and the results showed that Facebook is still the leading social login service with a 46% usage rate. Google+ is gaining and now claims 34% of the social logins, a solid second-place showing.
Fake Online Reviews Cost 19 Firms Large Fines in New York
The importance of online reviews has led to the growth of firms that charge to write glowing reviews on sites like Yelp and Google+. New York Attorney General Eric Schneiderman has announced agreements with 19 of the bogus review companies to stop the practice and pay $350,000 in fines. Reportedly, the California Attorney General’s office is looking into similar issues in that state.
Gartner estimates that by 2014, some 15 percent of online reviews will be fake. The Federal Trade Commission released new guidelines in March trying to address all the new ways consumers get information about purchases. Under the guidelines, if someone is compensated for writing a review of a business, they must disclose the relationship. Yelp and other review sites work diligently to sniff out fake reviews (i.e. the person in Houston reviewing a carpet cleaning firm in San Diego), but the rewards in online placement and conversion for some businesses tempt them to try and outsmart the system.
Bottom Line: The following myths have been dispelled by this week’s research information:
Everybody is not online.
Fake reviews are not the way to build placement and conversion overnight.
Google+ may catch up to Facebook yet. Time will tell.
Who knew?
Eric Van Cleave is a Partner in Zenergy Works, a Santa Rosa, California based Website Development, SEO and Online Marketing Firm.
ForeSee found that satisfaction scores for social media sites dropped a point from 69 to 68 in 2013. Specific Social Media Sites like Twitter, Facebook and Pinterest saw gains in their satisfaction scores, while Google+ showed a dramatic decline. Full results are in the table below.
Source: ForSee Results/ACSI (2013)
When asked to pinpoint areas of decreased satisfaction, most users pointed to the presence of ads. Social Sites must continue to balance the equation between advertising and user satisfaction.
Google Recruits “City Experts” to Write Google+ Reviews
To qualify as a City Expert you have to be an active reviewer on Google+ — defined as 50 reviews total, 5 reviews per month average. Incentives to join are as follows:
Free swag
Online recognition
Access to exclusive events in their local areas
Google is struggling to get local reviews and the company is trying a number of things. Only time will tell if this tactic will work.
Google Launches New Ad Unit For Responsive Sites
Google has launched a new beta test for a responsive AdSense unit that is specifically designed to run on sites featuring responsive design.
Developers can use the same kind of CSS media queries used in building their responsive sites to build these responsive ad units. This, Google says, gives advertisers the ability to “now dynamically specify the size of the ad that will be served, adapting it to fit the way your site renders a page on a particular device.” The only thing developers need to ensure is that the size of the ad unit they specify for each screen size matches one of Google’s standard ad sizes.
Google continues to encourage the use of responsive design techniques wherever possible.
Bottom Line: Google is busy with updates and trying to ensure that they remain the leader in search. Consumers have spoken on the subject of too many online ads or ads that do not fit within the context of the content being viewed. Now the question becomes how social sites will continue to deliver ads, and generate revenues, without losing their audience.
Eric Van Cleave is a Partner in Zenergy Works, A Santa Rosa, California based Website Development, SEO and Online Marketing Firm.
Gossip. We all do it. In fact, studies have shown that venting about bad behavior you’ve seen or overheard can actually lower stress levels. What is it about gossip that gets under our skin and makes us want to share?
It’s one part therapeutic and one part the rush of knowing something before anyone else does. That feeling of revealing privileged information to someone who didn’t know gives us a little thrill. In addition, knowing behind-the-scenes information that the general public has no access to gives us a sense of specialness; of exclusivity.
Now, what on Earth does this have to do with online marketing? More than you know.
Not too long ago, the creator of the much-beloved television show Veronica Mars had a brilliant idea. Why not crowdsource the funds needed to make a feature film? He couldn’t get the full support of a studio or producer, but the fan base? They were huge. And so the most successful Kickstarter film project of all time was born. But that’s a different story.
Part of Kickstarter’s appeal is that the “backers,” people who contribute to a creative project, get some sort of kickback for their contribution. It can range from a heartfelt “thank you” to big rewards, like signed merchandise or a guest role in a film. But the reward I want to talk about is the behind-the-scenes info.
I’ll admit it: I totally backed the Veronica Mars movie project. The show was amazing and I’m a big fan. They didn’t need to twist my arm. But an even bigger part of the appeal is that now I get first access to project announcements, behind-the-scenes tidbits, and other “secret” goodies. I even get a digital copy of the movie around the time it’s released in theaters!
And this is where gossip comes in. Even the illusion of exclusivity and getting the scoop before anyone else can ignite fans. Veronica Mars already had an enormous fan base, but you can apply the same principles to nearly any business. This is what you have to leverage with your social media. This is why people will follow you.
This is why social media works.
Think about it. When do your ears perk up the most? When you’re hearing stuff you already know, or when you’re overhearing a whispered conversation that isn’t meant for you and you hear your name? Are you going to care if you can access the same information as everyone else, or is it going to excite you more to get a first peek at something?
Give people access to something special. Figure out what they can get from your online properties that they aren’t going to find elsewhere. Talk to them. Even if you’re not talking to them directly, they’re still listening in to the conversation. Some of your best sway can come from revealing something juicy to a user asking questions on your page. They get to feel special, and everyone else around listening in feels like they got an inside look.
And best of all: people like to share “secrets.” Gossip isn’t always a bad thing!
Stephanie Wargin is the Social Media Strategist at Zenergy Works, a web design and SEO company located in Santa Rosa, California. Her friends like to brush her hair into her eyes whenever she talks about Facebook.
Two Thirds of Fortune 100 Companies Do Not Comply With Google’s New Mobile Site Search Engine Rankings:
Compliance with Google’s new mobile site requirements will soon affect your SEO efforts and search engine rankings. A recent study by Pure Oxygen Labs, using proprietary mobile diagnostic tools, evaluated the web sites of the Fortune 100 companies against Google’s best-practice criteria. The goal of the assessment was to determine: 1.) whether a site’s desktop pages redirected smartphone users to a mobile-friendly site, 2.) how mobile redirects are configured, and 3.) whether or not website pages employ responsive design formatting.
Of the 100 websites evaluated, the report found that:
45 percent serve a dedicated mobile site to smartphone searchers, but NONE of the mobile sites comply with Google’s mobile configuration requirements.
Only 11 percent employ responsive design techniques.
Only 56 percent provide mobile-formatted website content to smartphone searchers.
Once Google’s new mobile guidelines are rolled out – probably in the Fall of this year – most of these sites will face declining rankings due to non-compliance with Google Mobile Guidelines.
Will Social Media Really Help my Search Engine Rankings?
There are three very distinct ways that social media can help with your SEO efforts.
1. One of Google’s ranking factors takes “freshness” of a topic into consideration. Preliminary studies have shown that social sharing can trigger this ranking factor and give you a boost, temporarily, in the rankings.
2. Internet users are visual beings. Many social media sites such as Facebook and Pinterest give you an easy way to share large visual images and infographics. If you embed links into images that are shared from social sites to blogs or other websites, you can gain valuable, natural back links.
3. Social media sites have been proven to increase the speed at which new pages on your website are indexed.
Social Media is a hot trend, but it is only one determinant of Search Engine Rankings. Social Media can help to spread that unique, valuable content that everyone is striving to create to boost rankings.
Google Surveys
Google has released its Google Consumer Survey product. This new product allows webmasters to post customer satisfaction surveys on their websites and collect responses (by inserting a snippet of code) from their website visitors. The pricing is favorable compared to other options that currently exist for surveys. The first 500 responses are free (limited to four questions) and will run until the site has received 500 survey replies. The count starts over again each month, allowing historical tracking of user’s satisfaction. Websites can also customize their questions for $0.01 per response or $5.00 for 500 responses.
Bottom Line: Mobile compliance will soon not only contribute to a higher bounce rate on your site, but will cause your rankings to decline. Tracking user satisfaction using a free survey tool is a great way to let your site users help you to develop that compelling and unique content that every webmaster is seeking in the post-Panda SEO world. Social Media is one vehicle to spread the word and create link structure and rankings for your site. More tools will be required to continue to provide a positive user experience on your website. With these challenges comes the opportunity to rise above your online competition.
Eric Van Cleave is a Partner in Zenergy Works, A Santa Rosa, California based SEO, Website Development and Online Marketing Firm.
Now we have “Don’t Fear the Reaper” stuck in our head. Whoops.
In all seriousness, the changes coming to the Facebook New News Feed are raising a lot of questions and discontent. It’s understandable, given that at first glance, it looks like business pages are going to be swallowed up and relegated to a separate feed that supposedly no one will ever see. Businesses are fretting over the fact that they may have to pump money into a site they largely regarded as free publicity.
First: there’s no reason to panic. Yes, we need to take note of the coming changes and alter our approach to how we market businesses on Facebook. No, it’s not the end of the world.
Next: Let’s break down how the new feed works and how we can change our strategy to match.
At this point, we’re all aware that one of the big changes to the interface of the News Feed will be the separation of content into different feeds. People will be able to view updates from friends, photos only, music only, games, and more that will likely be incorporated at a later date. Where do businesses fit in?
It appears the “Most Recent” and “Following” feeds are where business pages will be most likely to show up. The big fear is that users will avoid these feeds because they’re not interesting. This is where your strategy has to change.
Too many businesses put minimal effort into Facebook, posting random updates without a real marketing plan in place – just enough to get the name out there and hope someone cares. This approach is not going to work moving forward (and arguably has NEVER worked). If you want users to pay attention, you must be worth paying attention to. If you do well, you could potentially get a coveted add to a custom list, and therefore a custom feed.
Find your value. What is your page providing to users? Why should they look for your posts? Think outside the box. Often, businesses think this means throwing up an offer or freebie. You have to push deeper than that. Will you be a source of news? Event announcements? Entertainment? Beautiful pictures? Great advice? If you’re providing something they want, they’ll seek you out.
Get visual. Everything about the new news feed is getting bigger, bolder, and higher resolution. Videos, photos, ads, events, and more are going to incorporate a visual element that you’re going to have to select carefully. Eye-catching thumbnails and images that tell a story are going to be a must. No more blurry meme photos. Go big or go home.
Consider multimedia. Pay attention to the new feeds Facebook is incorporating. It might be time to figure out how you can weave video and music into your business’ social media presence. Perhaps an appropriate Spotify playlist for your fans? We don’t yet know for sure how these things will be displayed, but once we have it figured out, jump on it.
Craft sharable content. Everyone says this, we know. No one tells you how to do it, we know. That’s because there aren’t any concrete rules for sharable content. You have to figure out what your audience wants, what resonates with them, and what inspires them to react with a Like, Comment, or Share. Every reaction to your post increases its value, and every share spreads your brand to people who would otherwise miss it. Teach yourself how to tell the story of your business in a single photo, or a single sentence. Then figure out how to make it appealing enough to be worth sharing with your friends.
Invest in advertising. We know you don’t want to do this. We get it. But if you are truly invested in being successful on Facebook, you must consider it. Ads and Sponsored Stories are receiving more weight and more space. Your task is to figure out how to craft an ad that creates the reaction you want without making users roll their eyes. Spend your money wisely and put reasonable effort behind your Facebook marketing, and you’ll see positive results.
Many people are worried this direction is making Facebook even more superficial; rewarding content creators for being clever rather than encouraging social interaction. This point has merit, though only time will tell what the outcome will really be. The bright side is that businesses ARE content creators. But are you up for the challenge?
If you need help navigating these new changes, coming up with a comprehensive social media marketing plan, or are looking for someone to manage your ad campaign, you can contact us here at Zenergy Works for Social Media Optimization!
The Facebook Monetization Express is coming our way! Are you ready to climb on board?
If you’ve been paying attention since the dawn of 2013, you’re aware that there are some pretty sizable changes coming to Facebook. They’ve announced the new News Feed, which has had a number of marketers and SMO experts buzzing like bees hyped up on excess pheromones. Some are freaking out, some say nothing will change, and many have ended up somewhere in between. Whatever side you land on and whatever plan of action you intend to adopt, it seems there’s one thing most of us agree on.
Facebook is making a dramatic push toward monetization for anyone who wants to seriously use the medium for advertising. Businesses, individuals, non-profits, organized groups… everyone with a Page is feeling the pressure.
Here are just a few of the changes we’re seeing:
Facebook’s new News Feed. If you haven’t heard all about it yet, you’d better get up to speed. We’ll be doing a more in-depth breakdown of the new feed later this week, but for now, all you need to know is that it has the potential to upset the way businesses are used to using Facebook, and any marketer worth their salt will be preparing a new approach.
Admin panels are changing shape. Not literally – not yet. The available information is changing, though. In the last month, many businesses have noticed that their “Notifications” panel is being replaced with “Posts,” along with prominent links advising you to “Promote Post.” You’ve been seeing more pop-ups and panels advising you to “Get More Likes” and create an ad. This is no accident. This is Facebook saying, “Come on, guys. Time to pay up.”
Ads, Promoted Posts, and Sponsored Stories are getting more pronounced. They’re increasing in size, frequency, and location. This is something else that’s going to be majorly affected by the new News Feed. Come back later in the week to learn more.
The way posts are seen has changed. This has been going on for a while, but if you haven’t noticed, the number of people who “see” certain posts varies pretty widely. You’ll notice fewer “views” on posts with links or images, and more for simple text-only status updates. However, you’ll also notice content that is regularly shared shoots up in views relatively quickly. That’s because sharing is the major currency of Facebook. Come back for our News Feed post to learn more.
Now, here’s why you shouldn’t be afraid of these changes.
Many small businesses and marketers are feeling pretty snarly when it comes to paying Facebook for their advertising. Facebook and other major social media players have long been the source of “free” advertising, and businesses don’t fancy having to pay for the “same” service. Twisting arms! Milking wallets! How dare they!
Here’s the thing: it’s not the same service. If you’ve never put a single red cent into social media, then you really haven’t been using it to its fullest potential. On the other hand, if your business has never paid any money for SM advertising but you’ve still managed to create a huge and lucrative community for yourself, then you are amazing. Seriously, no jokes. That is incredibly rare, and we salute you. It’s possible, but not probable for most small businesses.
You may have noticed that you can occasionally get some solid interaction and a decent following cost-free, but many businesses find it difficult to get the word out. Creating quality, sharable content that you can post regularly without ticking off your following is hard. Getting people to like your page is really hard. Getting all of this to turn into conversions can feel impossible.
Sure, you can post a cute kitten picture and get dozens of likes and a few comments and shares, but so what? What is that doing to increase the likelihood of people utilizing your product or service? What is it doing for brand recognition? Showing your humanity is important, but so is converting.
This is where advertising comes in. As a free user, your message is getting out to maybe 10-25% of your following. This has always been the case, not only for Facebook, but for most kinds of advertising. Television, print media, radio… all of it has only reached a small amount of the populace, and even then, there’s no guarantee they’re really seeing or hearing your message. Facebook, on the other hand, is offering the opportunity to be put in front of not only every single person who’s already shown interest in your business, but all of their connections, as well. It’s forced word-of-mouth.
It’s an incredibly powerful tool. We were always moving toward this point, and it’s a mistake to abandon Facebook now. Your advertising potential just went through the roof, and it’s still possible to make waves without breaking the bank if you approach it the right way.
Don’t think of these changes as a free service screwing you out of your money. Think of it as a service that has always offered you enormous advertising potential, and now you must properly budget in order to utilize that potential. Walking away will leave a sizable gap in users’ ability to find and interact with your brand.
It’s not the end of the world. It’s just time to expand your advertising budget and adjust to the times. This is where consumers are now, and you have to pay to be seen, just as you always have. Don’t miss the train.
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