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Apryl Pilolli

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The Art of Personalization: Finding the Right Balance

Posted by Apryl Pilolli on October 13, 2017 at 10:21 AM

Customers want custom experiences, but personalization can quickly turn creepy if it crosses a line of comfort with its audience. There's just one problem: Where exactly is that line?

No brand knows for sure, and different customers will have different thresholds of tolerance for these experiences. The best way for an organization to avoid any blowback for these efforts is to establish a strategy for developing, testing and tweaking the methods it uses to offer custom content for individual users.

Here are some tips that companies can use to stay smart and safe while driving innovation.

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Topics: Digital Marketing Strategy

Advertising on Facebook: Boosted vs News Feed Ads

Posted by Apryl Pilolli on September 15, 2017 at 10:58 AM

Facebook advertising is a large and growing business. Businesses spent more than $9 billion on Facebook ads in the second quarter of 2017 alone, according to Facebook's Q2 earnings report. That's an increase of 47 percent from 2016!

But for small and medium businesses that are just getting started, Facebook advertising can be very confusing. So, before jumping in, you should understand the two major types of advertising on Facebook — news feed ads and boosted posts — to help you determine which is best for meeting your business goals.

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Topics: Social Media Marketing

Facebook Video Advertising: 3 Tricks You Need to Know

Posted by Apryl Pilolli on July 5, 2017 at 1:10 PM

Facebook video is big. According to Facebook's 2016 Q4 earnings call, people are watching 100 million hours of video per day on the platform, a number expected to rise even further in the future. Video marketing is also growing as well, as eMarketer reported that 63% of marketers plan to increase their social video spending in the next 12 months, with much of that going to the social media giant. However, if you're just getting started with Facebook video advertising and wonder how you can boost your viewership, here are three tips and tricks you can use to get ahead of the game.

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Topics: Video Advertising, Social Media Marketing

Social Video Ads: 3 Things Local Businesses Need to Know

Posted by Apryl Pilolli on June 1, 2017 at 1:02 PM

Video has become increasingly important to the social networks. According to a recent study by SocialFlow, over the last year their platform has seen a 164% increase in the number of video posts on Facebook and Twitter. And even though video only made up 2.3% of the posts in 2016 it represented 20% of the engagements on those platforms. While you might be tempted to think that social video ads are only for big companies, this format may actually be one of the most cost-effective tools you can invest in if you're a local business. Here's what you need to know to get started:

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Topics: Social Media Marketing

3 Social Media Strategy Tips for Your Business

Posted by Apryl Pilolli on April 21, 2017 at 10:34 AM

Many business owners already understand social media's impact on content marketing. Sharing links on platforms such as Facebook, Twitter, Snapchat and Instagram is essential to exposing your content to the widest audience possible. However, even though marketers may spend hours researching and writing content, the same amount of time should be used to craft and hone a specific social media strategy.

According to a report from Simply Measured, 63 percent of marketing organizations now have social media teams, which was a jump from 49 percent in 2015. It's the job of these professionals to create a strategy that'll bring your content marketing to the next level.

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Topics: Social Media Marketing, Content Marketing

4 Social Media Consultant Hiring Tips

Posted by Apryl Pilolli on March 29, 2017 at 1:48 PM

While popular culture would have you believe that a social media consultant is a made-up job title, in reality, nothing could be further from the truth. These professionals serve an essential function in today's world, working with business owners to help target potential customers with ads, boost loyalty among established markets and manage various social media profiles. And while a small or midsize business may recognize the need to hire such an expert, what separates an average social media consultant from a real expert? Here are three things to look for:

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Topics: Social Media Marketing

3 Ways to Create Effective Facebook Ads

Posted by Apryl Pilolli on March 20, 2017 at 9:33 AM

Effective Facebook ads are about more than calls to action. The best ads create a connection between a brand and its desired audience. According to Facebook, you have three seconds to capture a user's attention before they scroll past your ad in the News Feed. Given that, these three tips will make your intended audience more likely to stop scrolling and read, watch or click your ad.

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Topics: Social Media Marketing

How Brands Can Leverage Latest Updates to Facebook Video

Posted by Apryl Pilolli on February 28, 2017 at 9:52 AM


To say video is important to Facebook is the understatement of the century.  If you haven’t noticed all the video in your News Feed you probably haven’t logged in in the last year.

A few weeks ago, Facebook announced a slew of video updates that prove the social network will not stop until they are the top destination for video.  If you're not already using Facebook video for your business now is the time to start.

Flipping Video on its Side

Taking a cue from Snapchat, Facebook will play vertical videos in a larger format for viewers on mobile phones.

Given that mobile phones are used in portrait mode 98 percent of the time (Mobile Marketer), this is a switch you should make for your social videos to take advance of the phone’s full real-estate.

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Topics: Social Media Marketing

Attracting Customers Through Social Media

Posted by Apryl Pilolli on February 27, 2017 at 3:04 PM

We all know that attracting customers through social media is more complex than just setting up a profile, but is it worth the effort and expense? According to a recent Marketingland report, the answer is an emphatic yes. In the article, marketers report that social media is the third-largest source of new customers for SMBs. If you're not already using social media, now is a good time to start.

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Topics: Digital Marketing Strategy, Social Media Marketing

When to Boost Facebook Posts: A Short Guide

Posted by Apryl Pilolli on January 17, 2017 at 10:00 AM

Boosting a post on Facebook is one of the easiest things a marketer can do to reach more people instantly. The Huffington Post reports that it is one of the best ways for small businesses to market themselves, as it is low risk, low cost and has a good return on investment potential. However, while boosting a post instantly syndicates your content to more users, this simple Facebook advertising solution is not appropriate in all circumstances. Here's a handy guide on when it is best to boost Facebook posts and when it might be more prudent to try other Facebook advertising tactics.

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Topics: Social Media Marketing

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