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Users Guide to: Bing Ads Marketing
What are Bing Ads/Microsoft Ads
Everyone has heard of Google Ads, but did you know that Bing has their own ad network as well? It’s called the Microsoft Search Network, and it racks up 7.3 billion searches each month. Users can be targeted not only on Bing, but on Yahoo and AOL as well (all part of the same network).
Officially the ad network is called the Microsoft Search Network and the platform is called Microsoft Advertising, but for the sake of this guide, we’ll be using the term Bing Ads, because that’s what most people know them as.
Just like with Google Ads, Bing Ads allow advertisers to create ads and bid on keywords. Ads can appear in several different places, such as the “Ads” section of search results pages. Whether you are trying to get people to sign up for more info, request a service, purchase goods, visit your website, or download your app, you can accomplish all these goals through Bing Ads marketing.
Here's an example of what Bing ads look like:
Why You Should Be Using Bing Ads
As mentioned above, the Microsoft Search Network sees more than 7 BILLION searches each month on its platforms. In total, Bing Ads command a full 33% of the total U.S. search market share, and even more than that when it comes to desktop searches. Pair that with the fact that Bing Ads reach 63 million users that can’t be reached with Google Ads, and the decision to use the Bing Ads platform is practically a no-brainer!
But in case you still aren’t sold on the idea, here are a few more facts about the benefits of using Bing Ads:
• More than 167 million unique users
• Users spend 26% more online than the average internet searcher
• More than 50% of searchers have an estimated income of $75,000 or more
• Users have higher household incomes and higher-level jobs than Google users
• Ads are up to 70% cheaper than Google Ads
• Bing/Yahoo/AOL searches account for more than 1/3 of all desktop searches
• Less competition on Bing than on Google
• Automated creation of ad variations based on network recommendations (optional)
Another big plus is that the Microsoft Advertising Network uses LinkedIn data to allow ad targeting based on info in professional profiles. This provides a HUGE advantage for B2B advertisers looking to reach individuals with specific job titles.
Ultimately, by leveraging Bing Ads and the expansive reach of the Microsoft Advertising Network, you’ll be able to get your business in front of new, higher-value audiences.
Microsoft Advertising Policies
Microsoft Advertising policies don’t just tell advertisers what they can and can’t do; they also help advertisers know and learn what makes a great ad. When you submit an ad for approval, it goes through an editorial review and quality check process to make sure it’s relevant, well-written, and follows style and content policies. Once your keywords and ads pass review, your ads will go live.
Ad Style Policies
Ad style is simply the way your ad appears and reads. Submitted ads are reviewed for appropriate capitalization, grammar, and punctuation, along with a few other things. Here’s a list of some of the main things Bing ad style policies include:
Capitalization – allowed for proper names, branded words, and legitimate acronyms. Capitalization of random words for emphasis is not allowed.
Approved: Purchase Cheddar cheese from England.
Disapproved: Find GREAT deals on soFTwaRe.
Phone numbers – can be added via Call Extensions or Location Extensions to ads in the United States, Canada, the United Kingdom, Hong Kong, and Taiwan.
Symbols/special characters – allowed for copyright, trademark, currency, model numbers, ISBNs, acronyms, and trademarks containing special characters. Superscripts, subscripts, and enhanced fonts (bold, italic, etc.) are not allowed.
Approved: Games & software at A*DATUM for $99.
Disapproved: Find great deals on software *restrictions apply
Punctuation – correct punctuation must be used within (and at the end of!) your ad. Multiple exclamation points or question marks are not allowed. Singular exclamation points can be used in the ad text but not in the title.
Approved: Great deals on software! 50% off all titles.
Disapproved: Great deals on software!!!! 50% off all titles!!!
Pricing – pricing and discount language must be accurate. Quotes can be included in the ad if they are also visible on the landing page. Basically, pricing in ads must be the same as the pricing listed on your website. No bait and switch!
Approved: Get cable for as low as $9.95 per month.
"Discover 5 Simple Fast Cash Methods for Making $50 - $100 per day Online Starting This Week!"
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Insider’s Guide to Snapchat Marketing
What is Snapchat?
Snapchat is a social media platform created for sending photos, videos, and text messages that disappear in seconds. There are several different features such as Stories (photos or videos that can be viewed for 24 hours before disappearing), Memories (saved photos and videos for viewing and sharing in the future), and filters, lenses, and stickers to give your posts and messages some fun flair!
Snapchat isn't like any other social media platform out there. It’s all about real-time videos, personal messaging, doodles and emojis, and quirky, fun content. The content there is full of personality and is rawer, versus being buttoned-up and refined. So, you’ll have to approach your strategy a little differently than other social media platforms. Brand messaging that is TOO professional or salesy will be seen as boring and not engaging. Instead, you’ll need to think outside-of-the-box and have some fun with the content you share.
Why You Should Use Snapchat for Your Business
So why market your company on Snapchat? There are several reasons:
- Since it’s a different type of social media platform, there is less competition. That means it’s easier to stand out and dominate!
- There’s no algorithm that decides which subscribed content Snapchatters will see. If they’re subscribed to your business, they will be able to see everything you post under the Subscriptions section of the app.
- It’s extremely popular with millennials, and an effective way to reach new audiences.
- It’s a great way to show your brand’s playful side and engage with potential customers.
With Snapchat, you can instantly connect with market-driving audiences. Here are just a few facts about Snapchat’s users:
- 280 million people use Snapchat each day (on average)
- 75% of millennials and Gen Zers are on Snapchat
- Snapchatters spend an average of more than 30 minutes on the platform every day
If you’re ready to get started with Snapchat marketing for your business, the first steps are to create a business/ads account, setup your pixel, and then create a public profile for your business.
How To Setup A Snapchat Business Account
Setting up a Business Snapchat account is quick and easy. First, visit https://forbusiness.snapchat.com/ You’ll click the “Get Started” or “Create an Ad” button to get started with setup. On the next screen you’ll enter your account details. Choose your username carefully, you only get 15 characters to tell your audience who you are!
On the next two screens you’ll input the name of your business, your location, currency, and phone number. And that’s it! You’re done creating your business account and ready to set up your Snapchat pixel.
Setting Up a Pixel
Once you’ve created your business account and are logged in, click on the dropdown menu in the top left corner of the screen. From there, under Assets, click the Events Manager link. This will take you to the pixel creation screen. You can either copy the pixel code to add it directly to your site header, or you can opt to use the Partner Integration feature which includes setup options like Google Tag Manager. Snapchat will walk you through each step in the process regardless of which option you choose.
Once you’ve finished setting up and installing your Snapchat pixel, it’s time to create a Public Profile for your business so that Snapchatters can find you!
Creating A Public Profile for Your Business
Snapchatters can keep up with your brand by subscribing to your Public Profile. Subscribers will be able to see your public profile posts in their Subscription carousel, and non-subscribers will be able to find your brand by search, @ mentions, and the Discover and Highlights sections.
With a public profile for your business, you’ll be able to see analytics such as Story views, subscriber vs. non-subscriber views, subscriber growth, and engagement. This information is accessible both in the app and also on the web-based platform for business. You’ll also be able to add an ecommerce store (using Shopify) to sell your goods on the app.
To set up your public profile, follow these steps:
- Log into your Snapchat Business/Ads Manager account
- Click the dropdown menu in the top left. Under the Business section, click Public Profiles.
- Click “Create a Snapchat Account” or “I already have a Snapchat account”
- If you already have an account, login with your profile username and confirm you want to link it to your business account
- If you don’t already have an account, you’ll be prompted to create a username for your public profile
- Next you can input your profile information, including your profile picture, bio, category, location, website, and email.
- Once you are done filling out your profile details, click “Create Profile” and your account will be live!
Remember, public profiles are discoverable and a great way to be found organically and build a following.
How To Leverage Your Existing Community
Many of your current community members probably have a personal Snapchat account already. To help build your Snapchat following, reach out to them and tell them how to find you there! Here are a few suggestions to get you started:
- Change your social media profile pictures to your Snapcode
- Share a link with followers that goes directly to your Snapcode by adding your username to this URL: https://www.snapchat.com/add/USERNAME
- Talk about Snapchat in your YouTube and TikTok videos and invite followers and viewers to join you
- Promote your Snapchat account in emails that you send to your existing audience
Pro tip: Create content or an offer that is only available on Snapchat. Promote it via email and social media to encourage existing community members to join you on Snapchat and subscribe to your account there.