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197: Will Facebook’s Big Algorithm Change Hurt Your Auction Business?

Posted on: February 1, 2018 /
Categories: Auction Marketing, Marketing Tools

Zuckerberg’s agenda is just a continuation of a trend. Organic reach has been gradually dropping for years. For most business pages, unpaid reach has dropped below 50%—and in many cases below 25%—of the people who at one point liked those page. Facebook has been testing zero organic reach in six foreign countries. It’s reasonable to assume that we’re months—not years—from zero or near-zero organic reach here in the States.

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196: How Much Should You Spend on Facebook Per Auction?

Posted on: January 3, 2018 /
Categories: Auction Marketing, Marketing Tools

Facebook rookies seem to believe that there’s a set, static amount—or some price grid—that Facebook charges for results; and they seem to think I know where to find that grid. It makes sense: other media are sold that way. Sadly, though, neither of those assumptions are correct. That said, we can learn to make educated guesses. I’ll tell you what I recommend per campaign, but first I want to show you how I arrive at that suggestion.

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195: Auctioneers Are Braver Than I Am

Posted on: November 28, 2017 /
Categories: Auction Marketing, Branding, Marketing Tools

More to the point: all of my clients work on speculation. They take projects not knowing how big their paycheck will be or, in some cases, whether there will even be a paycheck on the other end of the deal. That takes some serious guts, a risk-taking ability I don’t have.

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194: What Would You Do With a Marketing Do Over?

Posted on: November 16, 2017 /
Categories: Auction Marketing, Branding, Design

No matter who designs your print media, hold them to these standards. First, though, hold your brand to these standards. I know it’s hard. Entropy and familiarity fight us. Our ambition to sell and our exuberance about the auction makes restraint difficult. The more we remember that each piece is just a tease to the next step, though, the easier it becomes to trust less content to do more work. When our media consistently follows these cultural expectations, sellers and buyers will feel more at ease in the auction marketing process and with you managing it for them.

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193: The Right Marketing Questions at the Wrong Time

Posted on: October 31, 2017 /
Categories: Auction Marketing

It doesn’t cost you money to ask these questions. In fact, it might cost you significant money if you don’t ask these questions—especially if you don’t ask them before you sign the auction contract. Save yourself some headaches. Take the prescription four out of five TV doctors recommend: ask two of these questions, and then email your advertising vendors in the morning.

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192: You Want More Sellers, But What Do Sellers Want?

Posted on: October 17, 2017 /
Categories: Auction Marketing, Branding

If you can prove any or all of the above, sell the heck out of them to people who look just like your past sellers. Don’t shoot one piece into the ether and wait for the Brinks truck. Create a systematic series of digital and/or print touches, and brand them with a consistent look and familiar message. If you come across as empathetic and competent, you’re more likely to grab the sellers everyone wants.

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Facebook’s New Targeting Tool Comes with a Catch

Posted on: September 29, 2017 /
Categories: Auction Marketing, Marketing Tools

The benefits of optimizing for landing page views outweigh the above considerations. In most situations, the more targeted our audience, the better; and I’ve found Facebook’s algorithms to outperform my educated guesses most of the time. That doesn’t mean I would optimize all my Facebook advertising for landing page views.

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