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Is Your Facebook Ad Image Worth A Thousand Words?

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They say a picture is worth a thousand words. So when you’re stuck with a 160 character limit in a Facebook ad, use a great image to grab attention and tell the rest of your story.

Finding a good image is hard. Finding a great one is even harder. So here are 4 tips to help you find the best possible images for your Facebook ads.

  1. Brainstorm Associated Images
  2. Spiral Your Image Search From Cliché to Outrageous
  3. Search for Image + Trigger
  4. Repeat, Test, Repeat, Test Again!

1. Brainstorm Associated Images

Start with this simple exercise. Make a list of everything that comes to mind when you think about your product/service and then find an image that corresponds to everything on that list.

Here’s my list for a Spa ad:

  • Massage
  • Facial
  • Mud Bath
  • Pedicure/Manicure
  • Exfoliation
  • Walking Around in a Bath Robe
  • Spa Sandals
  • Steam Baths

Even though most of these sound stereotypical and quite possibly cheesy, it’s a good way to start and an excellent transition to our next step.

2. Spiral Your Image Search From Cliché to Outrageous

Iteratively throw away the cliché and search for more striking images that will bring in more inherent drama, perceptual interest, and story appeal to your images. Try to imagine an angle or close up or juxtaposition that might make the image pop. Think of how you might incorporate faces, or incongruity, or alarm, or visual prominence in the picture.

Getting back to my spa list, here’s the least cliché image I found for a foot massage on Getty Images:


Now is that a great image or what?

There is a ton of incongruity and story appeal to this picture and it would easily allow you to grab eyeballs and force browsers to look at your headline and ad copy. And isn’t that exactly what you want?

3. Search for Image + Trigger

With any luck, you’ve already created the perfect image from Step 2. But if you come up with duds, you can always brainstorm images around the 7 Categories of Fascination Triggers, a handy list of things that human beings are hardwired to pay attention to:

  1. Vice
  2. Lust
  3. Prestige
  4. Alarm
  5. Power
  6. Trust
  7. Mystique

Searching on an associated image + trigger word will probably turn up something interesting. Check out the images that turned up below when I searched for manicure or facial + a trigger.


4. Repeat, Test, Repeat, Test Again!

When selecting from your available options, figure out which images could be easily cropped or color-altered or tilted to amp up their interest, visual prominence, or appeal.

Also, think about which photo will work best in Facebookʼs small image format. Facebook image size is 110 pixels wide by 80 pixels high and less than 5 MB. Think of which photos will work through that process the best.

Also think about aspect ratio. Right now, Facebook squashes or crops all photos into a 4:3 or 16:9 aspect ratio. If your photo doesn’t match up with that, youʼll either need to do your own cropping or select a different photo.

And lastly, never ever ever ever stop testing! Make sure you build a bank of images that work with your ads are rotate them frequently to draw people’s attention and avoid ad fatigue.

So… is your Facebook ad image worth a thousand words or will you stick to those 160 characters to tell your story?

Filed under Marketing

Are Email Marketers Overconfident in Their Segmenting Abilities?

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The ability to segment and target audiences is key to online marketing, and email is no exception.

According to email delivery and automation provider Emailvision, 96.51% of online marketers worldwide placed some importance on the ability to send targeted and segmented email marketing communications to their audiences. The majority (68.44%) felt it was very important.

More than half (55.16%) of the marketers surveyed were either satisfied or very satisfied with their segmentation and targeting capabilities, suggesting a sizeable audience that is both confident and reportedly adept at reaching the right audience. Just 14.71% said they were dissatisfied with…

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Filed under Email Marketing

Do Social Media Postings Always Require a Brand Response

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Not all social media users are convinced that connecting with companies on social sites will be more than a passing fad, according to research fromConversocial, but those that do seem to expect that the connection will be two-way.

The social media customer service software provider asked about user attitudes toward companies that left…

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Filed under Social Media

How to recommend a company or an employee on LinkedIn

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How to leave a recommendation on Linkedin for (company_name)

  1. Go to
  2. Login with your username and password
  3. Search for the company (In this case “company_name”)
  4. Click on “Services” to the right of “Overview”
  5. Scroll down the list of Services and find the one that we provided for you. Once you are taken to the service page click on recommend and leave your review for us.


How to leave a recommendation on Linkedin for an employee of (company_name)

  1. Go to
  2. Login with your username and password
  3. Search for the person by first and last name or find them by searching through their Company name
  4. Find the person that you wish to recommend and go to their profile page
  5. Scroll down to the company for which you wish to recommend them for.
  6. Click on “Recommend John Doe’s work at ACompanyName”
  7. Follow the instructions provided to complete your recommendation
Filed under Social Networking

How to Write a LinkedIn Recommendation

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The common currency of all social networking sites is the personal connection, but one of the things that makes LinkedIn different is the professional focus. The intention is that the folks you are linked to should be able to say something about your work — and vice versa. So get to it!

1. Proactively write recommendations. If you plan ahead, then your connection won’t get caught in the situation where they need your reference immediately for a prospective job offer. Also, being proactive encourages him or her to return the favor by writing a recommendation for you.


2.  Log in to LinkedIn, click on ‘contacts’, go through your list and starting with the people you can most enthusiastically recommend, click on ‘recommend.

3. Focus your recommendation on qualities all employers seek. You don’t know exactly what this reference will be used for, whether your friend or colleague may one day change careers. A reference that focuses on industry-specific skills would then be useless. These professional behaviors are valued by all employers.

  • Honesty
  • Integrity and Trustworthiness
  • Pride and Attention to Detail
  • Dedication and Goal Orientation
  • Analytical and Strategic Thinking Skills
  • Efficiency, Organization, and Time Management Skills
  • Economic and Budgeting Skills
  • Team Player

4. Give a very brief background of how you know the person, perhaps only one sentence. There is usually no need to be verbose because a reader can check your profile to see more details about you.

5. Tell a story, that is, when writing about a professional behavior try to tell a story with a beginning, middle and end. Stories make your recommendation memorable, much more so than a laundry list declaration like ‘Joe is a honest, dedicated team player’. Anyone can give a list, but only you can tell that story. Besides, it’s easy to tell a story so why do it the hard way when when the easy way is better?

6. Proofread your recommendation, but don’t worry about perfection as you can edit it later.

7. Click the ‘view/edit’ link (the link is beside ‘A message will be sent to XXX with your recommendation’). LinkedIn allows you to include a personal message that rides along with the notification email. In the message just say you were following the suggestions of your networking site and proactively writing recommendations. Be sure to say that it is a rough draft and encourage suggestions for improvement. Belabor this point! No one wants to have to tell you something like, “Would you please edit your recommendation — it sounds kind of stupid.” You should invite criticism with something like, “Jenny, I whipped this off without proofreading it. Sorry, but I was in a time crunch. Would you please proofread? I welcome editing suggestions as my writing is lousy and I probably wrote something inappropriate.” You must open the door to criticism. If you don’t, then your friend will never say a word to you about it because they will be embarrassed to do so and they’ll feel like an ingrate. Click ‘submit’. The person you recommend will get a pleasant email saying that someone recommended him or her.

8. If, after a week or so, your friend doesn’t say anything then you have to put them on the spot. Ask them directly about your recommendation and see how they react. If they haven’t communicated with you about it, it’s often because they didn’t like it. At that point you amicably say, “Well, were you just going to say nothing? Let me edit it and we’ll get it right.” After a few rounds of editing, you will have written a great recommendation and will likely get one in return.

Other Tips

  • Remember, if your friend asks you to lie — don’t do it. Wiggle your way out of it because, as mentioned above, the lie hyperlinks back to you.
  • Accentuate the positive, but don’t fib. Remember, your recommendation links back to you! Ifyou are career hunting a prospective employer will likely find the recommendations that you’ve written for someone and will judge you based upon the content therein: the company you keep, how well you write, and most importantly, your authenticity. In other words, did you lie for a friend? If the answer is ‘yes’ then it won’t reflect well on you. Even if you write a believable piece of fiction for one person, can you do it for two, three, or more? The answer is ‘no’ and employers will read all your recommendations and serial charlatanism is not an admirable quality. Additionally, your prospective employer might make light conversation regarding someone you know in common. How would you like to be in a situation where your prospective employers is chatting about the recommendation you wrote for so-and-so, but you can’t recall the details of that recommendations because it was entirely fabricated?
  • Today’s references are much shorter than they used to be, but length is replaced by quantity — a person has many more references than was the case in the twentieth century. However, don’t make your letter so short that it appears you didn’t care. A story (see above) helps you do this because it’s easy to remember and it’s an informal narrative. In other words, you don’t have to worry about style, just tell the story. One good story can take hundreds or thousands of words to tell, but even a short one is OK as long as you’ve highlighted one of the professional behaviors above. Other references will highlight other areas or support the behavior you highlighted.
  • Don’t skip your friends and family. Personal references matter, too; in fact, they may matter more because the impressions of someone who has known the candidate for a decade may carry more weight than someone who knew them for only the length of a business project. However, you’ll still need to tailor your recommendations to the purpose, i.e., you must focus on the professional qualities that all employers seek.
Filed under Social Networking

B2B SEO 2012 Strategy Planning: 4 Recommendations

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In early November, Webmarketing123 released their first state of digital marketing report ( The report surveyed more than 500 B2B and B2C marketing professionals, with roughly a 66-34 percent split, respectively. The report takes an in-depth look at digital marketing focus, impact of SEO (, PPC (, and social media ( programs, and where marketing managers are focusing budget in 2012.

Some of the key findings from this report:

57 percent of B2Bs say SEO makes the biggest impact on their lead generation activities.

55 percent of companies have closed deals from social media leads.

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Filed under SEO

SEO – An Introduction

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What is SEO?

Search engine optimization (SEO) refers to techniques that help your website rank higher in organic (or “natural”) search results, thus making your website more visible to people who are looking for your
product or service via search engines.

SEO is part of the broader topic of Search Engine Marketing (SEM), a term used to describe all marketing strategies for search. SEM entails both organic and paid search. With paid search, you can pay to list your website on a search engine so that your website shows up when someone types in a specific keyword or phrase. Organic and paid listings both appear on the search engine,…

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How Eye Tracking Heats Up Conversions and Clicks

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Advertisers and marketers have known for many years about how a viewer’s gaze travels across visual media. The
effectiveness of any successful advertisement relies on understanding how the eye moves across a page, why it is
drawn to particular areas, and what causes a viewer to linger at a given spot.

Modern persuasive advertisements stem from classical and renaissance artists. The great artists of antiquity were
well versed in the use of spatial relationships and how the eye moves across a space.

In the 21st century, we see modern advertising employing these well-established concepts and are so well
entrenched in our minds that the same techniques permeate every facet of advertising in use today.

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Filed under Local, Marketing

Basic SEO for Facebook Fan Pages

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Many have tried, and failed, to write a good post about how to SEO a Facebook fan page.

For example, optimizing the filename of your profile picture is one popular piece of advice that doesnʼt really matter, considering Facebook just renames the file something like 198135_10150109366….jpg. Another popular tip: you should link to your main website from your Facebook page. Yes, you should for visitors. But this doesnʼt optimize your fan page because Facebook just nofollows, redirects, and clusters your URL in a mess of code anyway.

So let’s take a different approach to Facebook SEO today.

I want you to imagine that your Facebook fan page is your website – or another website for your brand at least. While it may not ever rank first for a keyword, you still want it to be optimized.

If you want to keyword optimize your Facebook fan page, these are the areas that actually pull SEO elements from your page’s content for additional optimization.

Your Facebook Fan Page SEO

SEO title: The name of your page plus | Facebook.

Meta description: The name of your page plus the About description of your page, followed by | Facebook.

H1: The name of your page.

This is like the search optimization of the homepage of your fan page / website. If you didn’t consider keyword
optimization when you created it, and you have less than 100 fans, you’re in luck. You can still change your page’s name.

Two things to keep in mind aside from search optimization includes:

Branding: It may be more important to have your page as a recognizable brand than a specific keyword phrase.

Appearance: Whenever you comment as your page, or people tag your page, your entire name will come up, so if you’re page is Your Brand – Keyword, Keyword, and Keywords it might look a bit excessive (and lead to less tagging).

Your title can be as long as you choose, but keep in mind the standard length of SEO titles (70 characters) before getting too crazy. Also, since your page name is also a part of your meta description, you might not want it to make it

too long and overshadow that.

To edit your About information to make a great meta description, go to your page and Edit Page > Basic Information, and fill in the About field with a 140 character description like you would with any website meta description.

Facebook Fan Page Updates

SEO Title: The first 18 characters of your update.

If youʼre posting a standard status update, the SEO title will be pulled from the first 18 characters (approximately 18
characters, sometimes a bit less). The following update by Search Engine Watch’s fan page
( has a title of Yahoo Search, which is pretty good.

If you’re posting a link to your fan page wall, you’ll have an option to “Say something about this link…” – the first 18 characters of what you enter in this field are going to be the SEO title for the individual page of that status update.

If you don’t post something there, the SEO title for your update will just be Facebook. Plus it won’t take up as much real estate in someone’s news feed, which means it will be less noticeable. So I would suggest that, regardless of whether you care about the SEO, you fill this part out when adding a link to your wall.

If youʼre concerned about optimizing your updates while considering them as individual pages for your overall fan page / website (click on the timestamp for any update to see it on its own page), then you might want to consider sticking some keywords right at the beginning of your comment.

Using the above example, I could simply put the post category / main keyword as start the update such as Google Analytics and then write the rest of my comment. If I continued this trend with my updates, my fan page would have lots of “pages” underneath it optimized for my main keywords.

The best part is, unlike Twitter status updates that donʼt go that far back, you can see your Facebook fan page
updates at least two years – mine go all the way back to when I created my fan page, which was in February 2009.

Facebook Fan Page Notes

SEO Title: The title of your note plus | Facebook.

Meta Description: Your page name wrote a note titled the title of your note plus | Facebook.

Facebook notes – they don’t get a lot of love anymore, but they do have a more controllable SEO title when you create them and, of course, they add to the additional “pages” underneath your fan page / website. Notes allow you to add lengthier updates to your fan page without having to take your fans offsite to get more of your content.

Some people use them to syndicate their blog posts on their fan page, but I find this feature is a little inconsistent. Unique notes, on the other hand, could add more value to your page.

Facebook Fan Page Discussion Topics

SEO Title: The title of your discussion’s topic | Facebook.

Ever wanted a little forum / discussion board, but don’t want to invest in forum software? Facebook has an often- overlooked discussion board, with each topic giving you a little SEO title credit.

It might be a nice place for you to have discussions with your fans that they don’t necessarily want on your wall. If you don’t have one on your profile already, you can get it by going to the Discussion Board
( and using the Add to My Pagelink to add it to your pages.

Your Facebook Fan Page SEO Tips

Those are the parts of the Facebook fan page that Iʼve found specifically have controllable SEO titles, descriptions, and so forth. What other parts of the Facebook fan page have you tried optimizing for SEO, and what results have you seen?

Filed under SEO, Social Media

National Brands Look to Local Online Efforts

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Online accounting for more local ad spending as local

makes up a greater share of digital total

In the past, a combination of mass media and traditional

local advertising was enough to draw consumers toward a
national brand’s local store or service. But as the internet

and mobile devices whet consumers’ appetites for

immediate and relevant local information, national
advertisers are also looking to local online advertising to

reinforce their local brand presence.

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Filed under Local, Marketing