How To Increase The Facebook Posts Reach – Insights

How To Increase The Facebook Posts Reach – Insights

Having looked at Reporting on Facebook Reach, it is now time to get to have an in-depth look at Reach reporting, from a different angle – at the post level.  The knowledge on the subject matter will help you have a comprehensive understanding of Facebook Post Reach.

Why is Facebook Post Reach reporting important?

Post Reach reporting can be useful in various ways including when:

You intend to take organic results into account during your paid post reporting

Post Reach reporting mostly comes in handy when your content includes an excellently performing paid post or campaign. This is because the system of the social media is highly likely to serve it greatly. Failure to take in organic results may make you fail to get the accurate picture of the performance of the data as well as the information.

Want to establish specific posts with high performance. It could be that you want to know about the top-performing posts to promote them afterward. You can use reach data to establish the performance of your posts.

What it Facebook Post Reach?

Let us start by shedding some light on organic reach metric reporting as well as paid reach metric reporting.

A paid reach count for your paid post takes into account the users that view the post in the form of a paid placement, for instance, if it appears labeled “Sponsored”  in  Facebook’s  News Feed.

On the other hand, the organic reach count includes the number of users that see the post in the form of an organic placement. That is, those who see it minus the “Sponsored” label in Facebook’s News Feed.

Mostly, if a user sees the post in the News Feed as a paid placement( with the  “Sponsored” label) and also without the name, the user will be included in both paid and organic reach counts but will be counted just once in the overall Facebook Post Reach  Total. That’s why when the sum of organic reach count and paid reach count sometimes differ from Post Reach figure.

How to access data for Post-Level Reporting

To start with, it is essential to bear in mind that Facebook lacks a way of retrieving a post’s high- levels data. Nevertheless, you can go to the top part of your page and click on the tab labeled “Insights” to review the high-level data of your posts. If you use Business Manager to manage your page, you may be required to login into your account in the manager.

Once you have managed to access the Insights panel, scroll down to see high-level data.  Alternatively, you can click on “Posts “to see the latest high-level info posts.  In case you need more details, go back to the main panel of “Insights” and you’ll see “Export data” on the right side of the panel -click on it.

If you want to transfer Post Level data from the screen, click on Post data option to do so. Facebook offers you numerous options including date range adjustment and selection of particular items to modify the data you wish to export to your desired layout.

Post-Level Data and Ads Manager

It is worth noting that the results of the report that you get from the above approach are likely to differ from Ads Manager’s similar data. The differences could be attributed to the variations in the approximation models adopted by the two sources of data. The other reason could be as a result of your Facebook post appearing on other platforms such as Instagram as an ad material.

Post-Level data ought to exclusively show you the visibility results of your post on News Feed as well as on your Facebook page.

It’s imperative that you take note of the different tabs on the file that you’ve exported. You can also see that the options are not as many as at the page-level, but you can still find some data that can be of great help.

Paid results vs. Organic results vs. Total Results for Facebook Post Reach

As we saw earlier on, the Total Reach counts a person who has a post both as a paid placement and organically only once. Some paid placement’s and organic reach’s results will be ignored in such a case. As a result, the calculation of the precise post-level frequency might be technically impossible.

Nevertheless, the data can help us establish the number of people reached by the paid as well as the organic posts.  The aggregate number of persons reached by the two types of posts is supposed to be the difference between the manual calculation value we get and the Total Post Reach number given by Facebook.

Impression reporting, similarly to reporting at page-level, is a bit easier as compared to post-level reporting. De-duplication and manual re-calculation aren’t needed in Facebook impression reporting since the platform puts Paid impressions in one category and the organic ones in another.  The value of Total Impressions equals the value you get upon summing up the Organic Impressions and the Paid Impressions.

Fans and non-fan Post Reach reporting at post level

Another critical aspect of post-level data you can get concerning your Facebook Post Reach is the proportion of your page fans, and that of people who are not fans of your Facebook page in your total Post Reach data value at post-level.

To get this information, go to the file that you exported earlier, move toward the right side of the file and locate a metric labeled “Lifetime Post Reach by People Who Like Your Page.”  This metric is a synonym of Lifetime Post Fan Reach.

The Total Reach minus the value of Lifetime Post Fan Reach equals your post’s non-fan reach.

This calculation can help you in establishing how your content is seen by your page’s fan versus people who aren’t your fans. You can rely on this information for your ad targeting.

In most cases, of the total number of people who see your organic post, the fans of your page are the majority. The situation, however, would be different if the post is shared a lot.

Back to you

Are there elements of Facebook Post-Level Reporting that trouble you? We can lend you a hand, let us know in the comment section below.

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30 Smart And Creative Restaurant Marketing Ideas To Gain More Customers

30 Smart And Creative Restaurant Marketing Ideas To Gain More Customers

The emergence of digital technology dramatically revolutionized the restaurant marketing landscape. Restaurant proprietors no longer rely on the conventional outlet marketing ideas like word of mouth for marketing. A look at social media and internet proves the above claim as more and restaurant owners take up digital media to market their brands. While some restaurants seem to have got their restaurant marketing strategies spot on, a good number have yet to hit the ground running. Taking into account the cut-throat nature of the restaurant business and roughly 6 out of 10 eateries fail, the need to get your marketing plan right couldn’t be stressed enough. However, quite often outlets offering average dishes succeed where much better restaurants come up short. This post will highlight why success in running an eatery goes beyond offering savory dishes.

Let’s take a look at the 30 restaurant marketing ideas to win more customers.

1.     Flaunt Your Staff  To Complement Social Media Restaurant Marketing Efforts

In times of robotic support staff and forthcoming self-driving autos, the human component is markedly lacking. Flaunt your team as they work. The sight of joyous, beaming employees does a world of good for your standing, as people long service from cheery workers. Flaunting your happy employees boosts your reputation – happy employees say good things about an enterprise and people take notice.


2.     Start a Blog

A blog presents an excellent way to build a fan base and interact with your clients. Moreover, blogs allow trying out your joint’s voice and persona. Share your recipes, amusing stories, struggles, successes and anything that might captivate your followers. A blog is a potentially massive undertaking, but this doesn’t apply across the board. Your blog can be as elaborate or simple as you’d want. Secondly, you need not post regularly – quality over quantity. However, it’s convenient to have the blog ready for times you’ve got significant news or announcement to share.

3.     Foster User-Generated Content

Labeled UGC; user-generated content is an excellent strategy to cultivate personal and friendly engagement with users. You may host a photo competition by requesting clients to state their preferred meal at your outlet and share the submissions on a dedicated page(s). In addition, consider rewarding random lucky entrants with a free starter or alternative prize.

4.     Food Blogger or Influencer Outreach

Supposing you’re a new joint, generating a buzz and reviews may prove arduous. Inviting food bloggers or influencers to your establishment to get a taste of what you’ve got on offer is one of many under-utilized restaurant marketing strategies. Courteously appeal to the bloggers to try out your outlet and give an account of their experience on their social media platforms. You can’t directly request for an approving review as its downright unethical, nonetheless, it’s acceptable to seek for an unbiased restaurant review. Some influencers might reject your overture, but the more you request, the higher your likelihood of garnering positive response and provoke engagement.


5.     Online Reservation Tools

Give your patrons the option of making reservations via an online tool. Customers love when you make their lives a lot easier. Some of these online reservation tools include; Resy, Open Table and Reserve.

6.     Source Local Ingredients

Clients love to eat local and using local ingredients increases your fan base and your standing in the community. Consider this option mainly if it’s within your budget.

7.     Keep Track and React to Online Reviews

Quite often, small restaurant owners skip or respond unprofessionally to customer reviews on Yelp, Trip Advisor, and Google. Reviews impact profoundly on your business; one negative review may put off new or returning clients. For instance, start by setting up a Google alert to help you track what’s mentioned about your outlet. In the case, you get a negative review, respond promptly and in a warm tone. Responding with bitterness worsens the situation. You may express regret for the unfavorable experience or request the reviewer to get in touch with your restaurant at their earliest convenience so give you try and salvage the situation. However, a mindful rejoinder may turn a detractor into an ardent fan as it shows the sort of customer care we hope to run into when dining out.

8.     Make Your Site User-Friendly and Sharp

A high number of people look up outlets online before trying them out, and this merely proves the importance of a website. Many restaurant owners forget the reasons clients check up their site; customers check on the phone number, address, hours and menu. As intriguing as your Chinese-inspired course may be, it’s less critical. A user-friendly site contains relevant material presented clearly.

9.     Mobile App

Gradually, mobile applications are becoming cheaper for small businesses. Established brands like Dominos have developed mobile solutions that are key to their success strategy. The onset of mobile apps builders affords eateries to design mobile resolutions without breaking the bank. Above all, it enables customers to place orders straight from their handsets lowers operating costs.

10.  Check your Online Listings

When potential customers look up for an eatery, you want your name to appear among the first names. Thus, you must ensure your business name appears in many directories to boost its visibility.

11.  Look Forward Partake in Local Events and Get Involved

Present residents and visitors alike a reason to pick your outlet over their preferred chains. Are residents taking part in a 10k race? Offer a discount to participants who present their finisher’s medal. In the case of a poll, you can afford cuts to persons who take and share a snapshot of themselves within the precincts of their polling stations. Less established businesses need the backing of locals and visitors too.

12.  Send Email Newsletters

Keep in mind, your restaurant email marketing strategy should in no way be geared towards flooding users’ inbox on a daily or weekly basis. A monthly newsletter should suffice.

13.  Share Positive Press

When you get positive publicity in a magazine or news outlet, display the publicity via social media and your website. Fans will be quick to share the word, giving you a significant chance of attracting newcomers resulting from the increased trust.

14.  Develop and Nurture Your Outlet’s Brand Identity

Building an identity can potentially have a significant effect on the performance of social media marketing for restaurants. Build your brand personality around the target customers. Do your dishes target patrons with a preference for healthy eating? Or does your eatery have more of a beer and wings vibe? Take the time to understand your target clientele and shape your brand to fit their interests. Reflect these interests on your website and social media platforms.

15.  Get your Tweets’ Timing Right

Using Twitter for social media marketing for restaurants is a treasure when you get it right. Aim to post your tweets at the most appropriate time as it put you in good stead to impact on empty stomachs. Craft and schedule tweets suitable for a particular time of days like breakfast, lunch, and dinner.

16.  Have a Chic, Functional Online Menu

Some customers embark on online research before placing orders. Don’t make visitors struggle to locate your menu – issue a high-quality, up-to-date and straightforward menu. In addition, if you don’t get your online menu spot on and ready for clients, you’ll render your other restaurant marketing strategies useless. Nowadays, customers must access an online menu, or they’ll look for an alternative joint.

17.  Seek to Partner With a Delivery Service

In the present-day online-obsessed environment, the ease of use takes center stage. The majority of online delivery services simplify the ordering process, which loyal patrons love to capitalize on.

Think about partnering with services such as:

  • Foodler
  • Eat24
  • Seamless
  • GrubHub
  • com
  • UberEats

You may gain new customers through these services.

18.  Use Mobile Ads

It’s forecasted that 2018 will have nearly half of Google’s paid clicks come from mobile. Eating joints are front-runners for mobile ads owing to how often users on the move seek nearby dining outlets. Mobile ads are cheaper compared to desktop ads. Interestingly, mobile ads boast excellent conversion rates. Adwords allows for targeting options and mobile optimization that help you derive maximum benefit from your bids. For instance, you can raise your bids at lunch hour or dinner time when users are most possibly to be on the lookout for a diner. Boosting your bids at the appropriate times raises the likelihood of appearing in a particular query. Your ad may appear first in a “pepperoni pizza” query when pizza-hungry users are hinting for a slice. Restaurant marketers can’t miss out on mobile ads. Discover more about restaurant marketing ideas pertaining to mobile ads in this article.

19.  Geo-Targeted Ads

Most people prefer to dine close to their residence, and you’ll derive value from gearing your marketing efforts by investing in mainly geo-targeted ads. By ensuring you target customers within a specified radius, geo-targeted as help in saving money by reducing non-relevant clicks. Twitter, Facebook, and Google Adwords offer geo-targeting ad series at zero extra costs. Capitalize on these helpful features to get ads to the most relevant customers. Learn more about restaurant marketing ideas related to mobile ads in this link.

20.  Offer Discounts and Offer Coupons

Offering discounts and coupons is almost a guaranteed way to bring in more customers. Offer a free meal to persons in your restaurant email marketing subscribers list. Alternately, you can advertise through Living Social or Groupon to accrue immense publicity, but you’ll pay a pretty penny from your sales to the website, bear that in mind. Learn more about restaurant marketing ideas related to discounts and coupons in this link.

21.  Acquire a Food Truck

Obtaining a food truck takes guts and hinging on the type of vehicle you wish to acquire, it’s potentially expensive. Nonetheless, a food truck allows you to reach out to persons you might not usually meet. Such a move may extend your reach, increase your fan base and build positive press such that you might have a good number of people become loyal customers. Learn more about restaurant marketing ideas in this link.

22.  Survey your Social Media Demeanor

One of the best and most effective restaurant marketing ideas are Social media marketing and advertising on major social media platforms. Delivery menus and pamphlets no longer work. Usually, outlets with a notable social media presence fare best in the aggressive food industry, overlooking social media is suicidal. Create social media pages on Instagram, Twitter and Facebook to share exclusive coupons, discounts, promote news honors and snapshots of new dishes. Setting up accounts is merely half the job – keeping up with daily activities on your social platforms is equally essential. There are numerous free and premium social media management tools you can utilize to this effect like Buffer and Hootsuite. Learn more about restaurant marketing ideas related to social media marketing in this link.

23.  Loyalty Programs

Partnering with apps spurs visitors to look up your restaurant through customer loyalty programs and gamification which offer users discounts of a free purchase for visiting a specified number of times.

Popular foodie apps include:

  • LevelUp
  • Loyal Blocks
  • Belly
  • Perka

Learn more about restaurant marketing ideas related to loyalty programs in this link.

24.  Look for Like-Minded Businesses for Cross-Promotions

Like-minded could mean an enterprise with a similar audience or a nearby restaurant. An outlet may work attract customer by offering discounts to clients of a nearby bike store. The bike shop may reciprocate by providing discounts to persons who dine at the friendly restaurant.

25.  Engage a Digital Marketer

Look to employ the services of a professional digital marketer preferably one with a Facebook badge. A digital marketer will offer content creation, advertising drives, social media campaigns, and monitoring and management of social media accounts. A full-service solutions provider will also offer digital listings management, display advertising, search engine marketing, email marketing, website design and optimization to boost your online presence.

26.  Deliver Exceptional Customer Experiences

Social media engagement coupled with word of mouth make formidable marketing strategies. Diners tend to share remarkable experiences at an outlet with others. When patrons get a subpar experience, they’re even more inclined to share it. An ambitious restaurant must acknowledge and embody this reality to gear their efforts towards creating a memorable customer experience, through quality dishes and services.

27.  Add Elegant, Functional Digital Signage

Whether it’s adjusting your static menu, updating social accounts or digital list; you can never go wrong with digital signage. Signage grabs your clients’ attention and creates a robust and engaging experience for them.

28.  Foodie Photos

Instagram users understand the existence of food porn. Possibly the best way to boost your joint’s online presence, using high-quality and hunger-inducing images. The demand for visual content is at an all-time high, and captivating photos across your social media accounts and website are crucial to luring hungry eyes. Hire a professional photographer to take quality snapshots or in the case of budgetary constraints you could use your smartphone. A word of caution – taking great food photos is a lot arduous than it seems, as lighting plays a vital role.

29.  Yelp

Yelp boasts of remarkable power in the restaurant business and having positive Yelp reviews does wonder for your outlet. Owners need to understand that their restaurants are reviewed even in the absence of a Yelp account. Therefore, for this reason restaurant owners must spruce up their Yelp account for it to work for them rather than against them.

Sprucing up means adding as many details as possible like:

  • Location
  • Store hours
  • Tons of photos
  • Price range
  • Menu
  • Outdoor seating/ Parking/Wi-Fi etc.

We always recommend that you appreciate both negative and positive reviews. For negative reviews mostly, answer politely and in a skillful manner. Moreover, when responding to a negative review in the full glare of the public, it’s wise first to thank the reviewer in question and apologize for their experience and pledge to improve. We also advocate that you get in touch with the reviewer privately to get more information regarding their bad experience. This is one of the best restaurant marketing ideas for new start up restaurants.

30.  Go live on YouTube

YouTube and video marketing stands as one of the yet to be fully exploited restaurant marketing ideas despite the perks on offer. Google bots rank sites with video content higher than those without. Video also provides an opportunity for viewers to see the chefs in action which earns the joint the trust of the public.


In Conclusion..

Now you’re well equipped with a few restaurant marketing tips to get word of your establishment to the world. However, you must remember a few points: Performance determines the prosperity of your marketing plan; thus get all your offline activities spot on. In other words, avoid DIY internet marketing for your restaurant. In addition, engage an expert to stay relevant. We hope you enjoyed reading our restaurant marketing ideas.


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Beginners Guide to a Successful Email Marketing Campaign for a White Label Business

Beginners Guide to a Successful Email Marketing Campaign for a White Label Business


In its simplest form, white labeling involves providing a product or a service while allowing someone else to place their brand name on your product or service. This business model is very popular in the retail business, electronic business and digital marketing. So company A makes the product, company B buys it and brands it as theirs. All these happen with the prior agreement of company A.  White label business model is a bit different from the mainstream business model.  Therefore, this little difference has to be taken into cognisance when creating an email marketing campaign.

Email marketing involves using emails as a means of convincing someone to make a purchase, or as a way to make a customer take a particular action. The actions vary from subscribing from newsletters to participating in polls.

However, before we delve deeper, we have to learn some e-mail marketing lingo. This is very important so that you don’t go running to Google after every line or two. After this we will take a plunge.

1.1 Getting Started With Email Marketing, Terms and Terminology

Every profession has its esoteric language; the jargons they sometime use to appear ultra smart. These are some of the words you’ll encounter most in email marketing. This is by no means an exhaustive list, but it is a good place to start from. At least when next you are conversing with an email marketer you won’t feel like all the words are flying over your head.  Below are some of them.


Click Through Rate, this lets you know how many people clicked on an advert, an image, call to action or in an email. This is very useful for knowing how well your strategies are producing results. Aim for a CTR of at least 20%, anything below that you’d have to go back to the drawing board. Your ESP (Email Service Provider) can help you with such information.


Cost Per Thousand, a lot of times when e-mail marketers solicit your emails, you see stuff like “we will not sell your e-mails. Apparently, some email marketers buy e-mails from “email ad vendors”. Cost per thousand, refers to how much it will cost to buy a thousand emails addresses.

E-mail Blacklist

When you black list a certain email address or IP number is simply means that their messages will not be delivered to you.

Email White List

The exact opposite of Black list, when you white list an email address, you’ll always get their messages in your inbox. One way to white list an email ad, is just by adding the e-mail to your address book.

Landing Page

This is the page that your visitors are directed to once they click on your call to action; the page usually contains more info about the product or services talked about on the CTA page. It can also be the page where your customers perform the action, which you want them to. Such as fill a form, buy a product and so on.

Clicks Per Open

This is a measurement of the number of e-mails that were opened after the recipient had received them.


Call to action: when marketing emails are sent, the marketer hopes that the receiver of the email will take an action. Perhaps subscribe for a newsletter, or make a purchase. The words or the means through which email sender tells the prospective customer to take action is the “Call to Action”. For example “subscribe for our newsletter to get more awesome content”, now this is a call to action. They come in various forms, and the purpose is to make the reader take a particular action.

Conversion Rate

This is one way to measure your campaign success. It is a percentage or proportion of those who respond favourably to your CTA.


Return on Investment. This is the amount of profit in monetary terms or in terms of lead one gets after putting in time and money.

1.2 How to Push and Grow Your Business through Email Marketing

In this age and time when social media has invaded everyone’s privacy, email marketing is now as important as ever. With e-mail marketing you can create personalized and relevant emails for each of your customers. So you can deliver personalized content to them thereby increasing your conversions and ROI. By following the outlined steps below, you can get the most out of your email marketing campaign.

Get Their Email Address

The first step here obviously is to get them to give you there email address. There are many ways to do that, but one way that works for me is to give out incentives. Not just freebies, but something they would perceive to be of value.  For example, whenever I get on Copyblogger, they promise an e-book with great content on email marketing and copywriting. Now if you are an email marketer or a writer you’d be interested in their content. You’d consider taking out sometime to fill out their form, just a little sacrifice in exchange for great content. So there, they have my attention. However, when I try to register, I am just unable to, for reasons unknown to me.

Now this brings me to my next point.

Make Subscriptions Very Easy

Make it very easy for people to subscribe to your newsletter. They should be able to find your subscription button very easily and make sure your landing page is working. Copybloggers subscription landing page is not working so no matter how much I want to subscribe, I just can’t; you get the gist right?

Optimize You Site for Mobile

The world is always on the go, and majority of the people access the internet now on their mobile devices. If your site is not mobile friendly, you will be losing at least 60% of your prospective customers. Need I say more on that?

Get Whitelisted

Get your subscribers to white list you. One easy way to do this is to get them to add you to their contacts. Some email marketers go as far as giving instructions on how to do this. Yeah it is that important, you don’t want to be flagged as spam, intentionally or unintentionally. It really is bad for business. If this is done, you have a much better chance of your messages being delivered to their inbox.

On the issue of spam, you want to make sure you make it very easy for your recipients to unsubscribe if they so desire. When people find it difficult to unsubscribe from a certain newsletter, they just spam the email address. You don’t want to have more than 1 spam per 1000 emails or your email could be labelled as spam across the web.

Maintain a Schedule and Keep In Touch

Humans are a creature of habit. Therefore, it’s great if your prospective customers receive your emails at scheduled time.  So they’d learn to expect it, and if it is something that they are particularly interested in, or you have great content, they’ll make the time for it. It doesn’t feel so good when you just send email to your customers whenever it is time to “milk” the relationship. Many of us email marketers are guilty of this. This is where automation comes in; your ESP can provide you with this.

Keep Your Word

If you promise a 20pg e-book, make sure your deliver a 20pg e-book. If you promise great content make sure you deliver on your promises.  Remember you are not the only one competing for their attention, so you always want to be in their good books. If you don’t deliver on your promises, you really look your ability to influence your customers.

Provide Great Content

For me great content is everything! Your content should not only be well written, but they should also contain great information. You want to be an authority on whatever subject you talk to them about. This will also increase your chances for your article to be shared. More shares and referrals mean more subscription.

Clear and Strong Call to Action

We shall use Copyblogger again as a case study. The call to action on their page is; “Get our free, in-depth eBook, Email Marketing: How to Push Send and Grow Your Business, when you register for My.Copyblogger.com below. Discover how to push send and grow your business: it’s free”. This call to action is very precise and strong, and what you’ll also get is clear. Register on our site, in other words give us your email address and we will give you this very valuable e-book.

Personalize Your Emails

Using someone’s first name in a newsletter has been known to increase conversion by as much as twenty percent.  So you have to tailor your content to a person’s preferences, gender, style, occupation e.t.c. The more personalized you can get, the better your chances of conversion. This will take some time though, that’s why you need an ESP that will always give you various kinds of metric. Over time you’ll be able to create personalised emails for your subscribers.

1.3. 8 Best Examples of Successful Email Marketing For White Label Business

We dealt with some of the most common words you’ll see in email marketing and also steps to take when starting an email campaign. Here are some of the most important kinds of emails you’ll need for you white label business. In no particular order, they are outlined below.

Case Study Email

If you’re thinking of a tool that can be used in communicating to your clients what value your services or product can add to their business. A case study would be a great tool to use in communicating this to your clients. Your communication here should be clear, whether it is in helping them increase sales or better customer experience or far reaching advert, be very clear. In addition, it would be more relevant if your case study is carried out on a similar company, (similar to your client’s company) that probably faces the same challenges your customer might be likely facing. The results of the case study should be included in the email you’d send to your clients.

Welcome Email

This seems like a no brainer, or rather not very important. However, it is a way of showing your face once again to your customer; and of course appreciating them for taking the time and trusting you enough to give out their email. This in a way shows that you do care about them. Moreover, you can use this opportunity to reiterate what they should be expecting from you.

Curated Content

The popular blogger, Tim Ferris does this very well. Every Friday he delivers a certain post, which he calls Five-Bullet –Friday. It contains the coolest and most helpful things he came across that week. It includes gadgets, quotes, apps, content and many others.

You can do exact same things with your subscriber list. Make a list of the best content or most helpful things you came across during a certain period. It may be industry related or not. The choice is yours.  It’s like saying to your subscribers I saw these cool stuffs and I think you should see them too.


Customers like to be kept abreast of happenings within a company. Imagine walking into your client’s a certain day only to hear that their company has been acquired by another company. You might feel as though it has negatively affected their ability to deliver optimum services that’s why they kept it to themselves. Of course it doesn’t always have to be about acquisition and mergers. Relocation, Award received anniversaries and all of that. This makes your clients feel closer to you.  And this closeness could create loyalty, since they know all that’s happening at the company.


Late 2015 Jermaine Griggs’ of HearandPlay.com sent me an email. It read something along the lines of “52 weeks to a better piano player”. By the New Year, for the whole one year, once a week I was entitled to getting one weekly video on improving my music skills. Now we all love freebies, don’t we? Well your clients are no different. Such campaigns help improve interaction, improve traffic and even generate more leads. When you start planning this let your customers know, so that they can get prepared.  Of course when the campaign kicks off they should also be reminded. This is a great way to get new subscribers based especially on referrals.

New Article Email

Charles Chu of MarketMeditations does this very well. Whenever there’s new content I get an email from him telling me my content is ready. Contained in the email is the heading and a few lines of each of the articles. Clicking on any of the articles takes me to his blog where I can read the full article if I desire. So whenever you have new content or info to share with your customers an email can be very helpful. You can either include the links to the content or just paste it in the email. The choice is yours.

 Product Update Email

The services you render are supposed to improve with time. Your products will also get better. Or you could add more service to your portfolio. Whatever it is you should make sure your subscribers are aware. Addition of new products to your product line has a way of convincing certain customers to check out your services, especially if it was in a section that was previously uncovered.


According to some industry research close to half of your subscribers are inactive. This email should be an attempt at getting them to start reading your content again or them taking themselves off your subscriber list. However, the former will be preferable.

Get your subscribers who have not opened your emails in the last 6-12months. Reintroduce yourself to them; let them know what you do. And intimate them, of course on what they’ve been missing since they stopped reading your newsletter. You could add freebies to this email as a way to pull them back in. If you don’t see any changes, resend and then finally take them off your subscriber list. Let them also know before you take them of the list.


2.1 Automating Email Marketing in 6 Steps

One particular ad has the description; “email marketing is dead, try marketing automation”. While I agree that you should try automation, I disagree that email marketing is dead. Otherwise, you won’t be reading this article. Email marketing is a very profitable business model. According to statistics, email marketing typically brings back about $4 for every $1 spent.

Prior to now, about 10, or 15 years ago, automation was a buzzword for those in the manufacturing sector. Remember Henry Ford, he laid ground plans for this kind of manufacturing. Today however automation is a buzzword most associated with email marketing.

Automated email marketing actually makes the job of an email marketer way easier.  You know how you send your email, you decide whom, and you type the message and the click the send button.  However for automating marketing, you schedule your emails ahead of time. Thus whenever your customer performs a certain action he automatically gets a predefined email or set of emails. For example if someone subscribes for your newsletter. The person gets a welcome email first, and then a series of other email introducing the person to what you do. Automatic emails are personalized and well timed, and can be tailored for a certain customer.  Therefore, they help build a good relationship and loyalty between you and your customers.

In this chapter, I’ll be showing you how to automate your email marketing. The biggest email marketers do it. I don’t see why you shouldn’t.

Build a prospective list of subscribers

What you do here is to get the emails of your prospective customers and any other info you’d need from them. Do not ask for information you’ll not be needing.  This will help save your time and the time of others.  Name, gender, personal email and work designation will be useful at the beginning. We receive all kinds of emails from marketers, everyday. And majority of them are not worth reading, in the end one just feels swarmed with emails. Therefore, people are more wary with giving out their emails now.   You might have to use freebies to attract them in, and then a promise of great content. Make sure you fulfil your promises though.  Of course, before you decide this, you’ll need to get an ESP (email service provider). As time goes on and you are sure you have gained the loyalty of your subscribers then you can ask for more information. This will further enable you tailor your content to suit your subscribers.

Define your Content and Create your Campaign

Your objective will determine the kind of content you’ll create.  Are you looking to create a comic series, so you need popularity. On the other hand, are you looking to turn your subscribers into customers? We know what we are. And as a white label company we are looking to pull other company into hiring us for our services. So this factor will define the kind of content we shall be creating.

I remember reading on a certain site, sometime ago that until your content is so good that you begin to think that you are giving too much away for free, your content is not actually good enough. You want to display a mastery of the field in which you offer services. Therefore, well researched content that answer a lot of general questions and even more will be very fine.

Analyzing Customer Habits

Your ESP should come with analytical tools to help with profiling of customers, knowing their likes, dislikes, and purchasing habits. With these tools, you should be able to tell who is reading your newsletters and who is not. Who is visiting your homepage or clicking on the hyperlinks.  This will help your refine your communication with your subscribers. These analysis and tests will help you determine the effectiveness of your emails. You test, you refine and you reschedule.

Divide your subscribers/customers into groups

This segmentation will help your automation more. At this point, you have gathered data, and you have seen to a certain extent the likes and preferences of your prospects. Now segment them into groups based on this knowledge you now have. And create a schedule for each of the groups. As you get more data you keep on segmenting until your marketing becomes pinpoint and accurate.

Grow Your Leads

Now you have content and you have prospects / customers at various points of conversion. Therefore, your job here will be to determine which of your content is suitable for a section of your prospects. After you have done this, your ESP will send the messages accordingly.

Analyse, Analyse and Analyse.

Analyse everything, from those who did not open your emails to those who visited your sites. Get to know how long it took for your prospects to move along in the conversion process. From being newbies, to be marketing qualified leads and sales qualified leads. Check how long it took for that process to be completed and think of ways to reduce the time. Know which of your groups were most responsive and least responsive to your newsletters.

There are so many other indicators to mention, but these are good for starters.

So measure, refine and reschedule until you have hit optimum, if that will ever happen though. The idea however is to get more sales leads in as shortest time as possible.

2.2 Essential Tools to Assist Your Marketing Campaign

We all want our email marketing to be easier, faster and more effective at securing leads. These tools below will be of immense help. Some are free, some are paid, you should make your choice based on your marketing needs.  These tools perform functions from scheduling, to testing, analytics and a whole many others. Below are some of them


In the previous section, we talked about tracking customers’ behaviour. Well GetResponse is a lord at that, and it does it for a token price of $15/month/1000 emails. It helps monitor purchasing habits of your prospects. It also shows you how much of your emails are being opened.



Rebump is an email scheduling and productivity tool. With it you can schedule and send follow-up emails to customers or prospects after they perform a certain activity. It also has a veritable tool that customizes the emails sent out, making them look as though humans and not bots sent them.


Did you do chemistry? This name must have come from there. Litmus helps you know what your email design will look like in a certain email client. Yahoomail, Gmail , Aol are all email clients and they have different interfaces. Therefore, your emails may not always look the way you’d expect them to look in your client’s inbox. This could lead to your emails be flagged as spam, with this tool however you can make the necessary tweaks.


Have you ever heard of A/B test? This tool does one of those A/B tests well. Creating attractive, email opening subject lines for your newsletters can be an uphill task. This is where TouchStone comes in. It tests your subject line against over 20billion other options, ultra cool right? It lets you know the likeliness of that email to be opened, rate of delivery and all of that.


I love this particular tool. It is very useful in knocking out email distractions. This web service knocks out your emails from your inbox, and lets them reappear when you need them. You need to set the schedule yourself though.


This is another cool tool, however you’ll have to get people to visit your site for this tool to work. This is how SumoMe works. At the moment someone is about to leave you site, it opens a pop-up requesting for the person’s email. You can customise this popup with freebies and other customer attractive stuff.

This is by no means an exhaustive list of email marketing tool. The tools are over a hundred, therefore they can’t all be covered be covered in this article. It’s already long enough as it were. However, these are some of the most important tools, voted by some of the best email marketers out there.


3.0 Three Essential Stages in Email Marketing

Email marketing has the potential to improve your marketing, however like everything in life there’s the right way and the wrong way to go about it. Following the three stages below and creating an email, marketing campaign will be easier for you.

3.1 Stage 1: Getting Permission

I once subscribed for “SaaS Weekly Newsletter”, someone had mentioned it to me and I had gotten interested. After subscribing, something caught my attention. I got an email telling me to click on a certain link if I really wanted to be getting their newsletters. Now I thought to myself, these guys want subscribers to their newsletter. So why place another measure or give people an opportunity to rethink their decision. However, after getting into email marketing, I started to understand the reason why. It is called getting permission.

We live in two worlds, the real world and the virtual world or the digital world.  In the real world we don’t have much control over what happens in public spaces, like on our commute to and from work. That public space can be chaotic but our homes are a safe haven and we have very good control over those who come in. That’s how our email box is in the world of digital chaos. We are always been bugged on social media, Facebook, Instagram and all the rest of that. The email addresses are people’s safe haven. And a lot of time they are way stricter with whom they give out their email addresses to.

Part of getting permission is getting them to give you their email address. Before doing that, they’d like to know what they stand to gain from giving you their email. And it’s your job to convince them. So your call to action must be convincing and succinct.

People reading stuff online really have a short attention span.  This is due to the distractions of the internet. Freebies and a promise of great content is one great way to get them to subscribe to your newsletters. There are many other ways to get people to give out their emails unfortunately; we can’t explore all those options today.

Soliciting for emails is not the only way to get emails though. Some fellows on the internet offer to sell email addresses to email marketers. However, we all know how we feel about unsolicited emails. If it’s something we are not interested in we spam it, if we can’t find the unsubscribe button. So getting permission actually ensures that we are email to the right crowd. Remember that here, we are dealing with other companies. They are even stricter on the case of unsolicited emails than individuals are. You don’t want to lose a potential customer because of issues

Have Them Whitelist You

After getting their permission there’s no way to be sure that your email send will get to your subscribers inbox. So you should have them whitelist you. This is as simple as having them add you to their address book.  Some ESP give instructions for that, it is actually important you consider that.

 3.2 Stage 2: Playing the Numbers Game

This has nothing to do with the amount of subscribers you have. It’s more to do with your content and the frequency at which you’ll be delivering it to your subscribers. There are no hard and fast rules to this, it all depends on business you run. However, you should let your subscribers be aware of a schedule otherwise they could forget you. If you promise to send your subscribers a newsletter once a month, make sure you stick to your schedule.

Having integrity is one way you can build loyalty in your customers. Take for example I subscribed to Charles Chu’s blog, and I expected to get some articles every Sunday. It was like that for a while, and then something happened and I didn’t get the blog posts for a while. The time, which I had created for that mentally, went into something else. I actually forgot about the blog until he came back. But something else had taken his space, I didn’t have time for it anymore.  Humans are creatures of habit. This is something you can take advantage of.

Quality of Content

Now on the matter of content, good content is very subjective. The tailoring of your content depends on your niche amongst other things. For instance, a good content for sales update may not be good content for an educational blog.  One way to judge good content is if it does exactly what is says it will do. If you promise to deliver timely updates on discounts and promo offers on certain products and your content doesn’t do that. Well then it is not good content.

Put yourself in the shoes of your customers, this is one very good way of tailoring your content. As I said in earlier chapters,  it is been said that great content is  until your newsletter is so packed that you think your are giving away too much for free. Of course, this is not applicable in every case. However, make sure you really do give out value. This will make them come back for more.

Maintaining a regular schedule will help you keep in touch with your subscribers. So that when you want them to buy something, they won’t feel as though you only care about their money. So having your content in a friendly tone and on a regular base will help with your sales ability. Automating your sales process here will be of great importance. Only you also can decide when and how often to pitch to your customers. Putting yourself in the shoes of your customers will help.  This will bring us to the third stage in email marketing

 3.3 Stage 3: Segmentation and Analytics

Ever heard the phrase “divide and conquer” well that’s what segmentation means. It means to divide, though the conquering part is not inclusive. You are not conquering anything here.

You should divide your customers into classes for easier management. This segmentation is also useful during automation.

You can segment them based on a host of data. Maybe gender or how long they have come on the sales process. That is, those who are freebies, those who are further along. Perhaps they are beginning to show interest by clicking on those hyperlinks, and customers who have actually bought.  You could even differentiate on size of company, primary market they service and so on. This will help you target your newsletters appropriately. You can know those who are ready to buy and those who are not.

While segmenting, you should also have options on the type of content your customers would like to receive.  Let’s assume you provide SEO, Web development and Graphic design services. You can segment you content into these three classes. So that your subscribers can choose, based on their choice of content you’ll be able to tell what service they will most likely require.


There are a myriad of analytics one can check out for, but we will deal with just three for now.

Conversion Rate

This is the number of your subscribers who clicked on a link in your email, perhaps to fill a form or complete an action. If your conversion rate is low, it might mean your CTA is too weak, or your have too many links in your newsletter.

Open rate

If you don’t have a good open rate, this will mean a good number of people don’t bother to read your newsletter or they delete it on receipt. It could mean that you are talking to the wrong crowd or the quality of content is not as expected.

Click Through Rate (CTR)

A low click through rate means you need to improve quality of your copy.

There a lot of other analytics, they niche will determine exactly what you need. This is just a beginner guide, as you go further along in your email marketing, you’ll learn more and deciding on the tools to use will become easier.


Business to business marketing is all about creating value. And this is exactly what a white label business is. The majority of your clients are other businesses even if you communicate with a certain person within that organisation. Therefore the rules for email marketing here are definitely going to be a bit stricter. There’s lesser room for flouting of rules as businesses are not as forgiving as individuals.

However with the information in the previous pages you’ll not be at a loss on how to run an email marketing campaign within the stringent rules of B2B marketing. As earlier said this is a beginner’s guide there is much more information available on the beauty of email marketing and how to take advantage of it. This guide however will give you a good head start in the world of email marketing for white label businesses. It can also work for email marketing to individuals all you’ll need is a few tweaks here and there.

Email marketing has the ability to transform your business; it can increase your customer base by as much as 30%. You should not joke with it.


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A Short Guide To Understand The Best Dimensions For Facebook Ad

A Short Guide To Understand The Best Dimensions For Facebook Ad

Let’s assume you’re reading this article on your PC or mobile during your break or working hours. As you scroll down, I’ll remind you that average American spends over five years of his or her life consuming social media content. In half a decade you could stroll the Great Wall of China thrice or fly to the moon and back thirty-two times. Pretty shocking facts, right?

The truth is that we spend a reasonable amount of time scrolling social media pages, news stories, articles, status updates and stop when we come across an image that catches our attention.

In matters related to posting content on social media, as individuals or as a company, the identity and visual face of your brand is usually the first thing the audience see and the only thing they might remember. At a glimpse, it of importance to get your concept and images spot on!

The Potential In Facebook Advertising

As it stands Facebook advertising is a must do for all marketers. The sheer number of daily active users – 1 billion for those not in the know – makes the giant social platform a favorite for small businesses. Targeted Facebook ads reach a vast audience at only a fraction of conventional advertising costs. In spite of the possible reach, plenty of merchants shun Facebook ads owing to their intricacies, for instance, figuring the best dimensions for Facebook ads.

From targeting the ideal clientele to drawing up compelling ads to assessing the gains of the drive – the social platform created by Mark Zuckerberg in his dormitory makes it simple for companies of all sizes to flourish.

Why Employ Facebook Ads?

Despite the proliferation of numerous social networks, over the last few years, Facebook stands as the leading choice for marketers all over. Inbound marketers have unearthed great opportunities with Facebook, thereby making it the colossal platform stand out from the Pinterest’s, Twitter’s and Snapchat’s of today. Bearing numerous perks, it’s apparent why marketers demand monthly Facebook ad budgets north of $250,000.

Design The Ideal Facebook Ad By Understanding The Best Dimensions For Facebook Ad

This section will address the best Facebook news feed ad size and content sizes comprehensively.

You wish to run a video or carousel ad? What’s the ideal size for your thumbnail or Facebook ad image size respectively? How much text must you include?

Specifications are continuously changing. The recommendations in this article will aim to ensure that the videos and photos you place in your ads look compelling on Facebook.

1. Single Image Specs

Among the most functional ad types, single image ads, are handy when the marketer aims to seize attention using one image. These ads are usable with every purpose besides for video views. Single ad images are a fast means of advertising since the content creator works with one image.

Facebook grants for the creation of horizontal and vertical single image ads. One upside of using vertical ads is that the ads fill up more space more so on smartphones owing to their big screens.

Below is an illustration of a single image ad:

Approved design specs:

  • Size: 1,200 x 628
  • Ratio: 1.91 : 1


  • Caption: 25 characters
  • Text: 90 characters
  • Link narration: 30 characters

To reap maximum benefits from exposure and distribution of your ad, Facebook prescribes using images bearing minimal to no superimposed text.

Extreme cases

Two set of problems bear somewhat varying design specs for this kind of ad: app management and page promotion. Below are the disparities in their respective specs.

  • Boost app management:
  • Image ratio – 16:9
  • Boost your page
  • Image ratio: 8:3
  • Size: 1,200 x 444 pixels

Supposing that you want to employ an image for a sideshow, canvas ad or carousel, Facebook urges using different dimensions than those outlined above.

2. Specs For Single Video Ads

Video ads remain an essential component for your marketing strategy as they draw considerable traffic to your page and website and Facebook makes it simple to create various kinds of videos.

Videos allow marketers to tell their story in a more engaging way. Also, it’s possible to run video ads for just about all objectives other than for product catalog advertising. Below is an illustration of a Facebook newsfeed ad size for a single video.

  • Recommended video specs:
  • Video format: MP4 and MOV files are perfect
  • File size: a max of 2.3 GB
  • Resolution: 720p at worst
  • Length: a max of 120 minutes
  • Aspect ratio: 16:9
  • Thumbnail size: 1200 x 675 pixels
  • Thumbnail ratio: correspond your video’s aspect ratio
  • Caption length: max of 2,200 characters; text only


  • Link description: 90 char
  • Headline: 25 characters
  • Text: 90 characters

3. Slideshow Ad Specs

The slideshow ads allows for the creation of looping video adverts featuring up to ten images and are available for almost all marketing objectives besides product catalog promotion.

Slideshow specs:

  • Image ratio: 2:3, 1:1, 16:9
  • Image size: 1,280 x 720 pixels
  • Video format: MP4 or MOV files


  • Headline: 25 characters
  • Text: 90 characters
  • Description: 30 characters

Use images with similar dimensions. Supposing you happen to use images of varying sizes, your slideshow the slideshow will end up cropped in a square.

4. Canvas Ad Specs

The most recent ad type, Canvas is available solely on mobile and allows users to design compelling mobile ads with some things in mind:

  • Grow your reach
  • Get video views
  • Grow brand awareness
  • Boost your posts
  • Increase site conversions

At a glimpse, when you spot it on your News Feed, it looks identical to other ad types. Below is an illustration of a canvas ad on a timeline.

When users click on the ad, it opens up thereby giving them an engaging tailored content – but with the choice to opt out of the time whenever they want.

Components of a Canvas ad

A variety of components make up a canvas ad, and they include:

  • Photos (1:1, 16:9, 1,200 x 628 pixels)
  • Ad unit
  • Buttons
  • Video (MP4 or MOV format, 1:1, 16:9)
  • Carousel
  • Tilt-to-pan images (.JPG, .PNG, 1,920 x 3240-5,400)
  • Text block
  • Header

You mustn’t use all components, and you can choose the one you wish to incorporate in your canvas.

5. Carousel Ad Specs

Carousel ads allow you to videos, slideshows and up to 10 photos in a single ad, each linked other pages – your audience can check your content on their gadgets.

Below is a good illustration of such an ad:

A carousel ad in action:

This ad type suits most of the marketing goals except for page promos, increasing attendance at events, fetching video views, boosting your posts and reaching out to people near your company.


  • Image ratio: 1:1
  • Image size: 1,080 x 1,080


  • Narration: 20 characters
  • Headline: 40 characters
  • Text: 90 characters

Use images with the least amount of overlaid text (or preferably free of text) to reap maximum rewards from exposure and distribution.

Video specs

  • Aspect ratio: square (1:1)
  • Format: MP4 or MOV
  • Resolution: 720p minimum
  • Size: 2.3GB max
  • Facebook length: 2 hours
  • Thumbnail image size and image ratio: 1,080 x 1,080 pixels, should match the video’s aspect ratio


Hope you found this guide helpful. Specs change from time to time, and we’ll be keen on keeping you posted on any changes.

Currently, the above remains the best dimensions for Facebook ads you can use to optimize your marketing strategy.


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