Posts by Victoria Greene

How Retailers Can Run Better Social Media Ads

November 6th, 2018 Posted by Digital Marketing, Facebook Ads 0 comments on “How Retailers Can Run Better Social Media Ads”

Social advertising has taken off in a big way. Companies of all sizes are using social ads to get their brand in front of their target customers, generate traffic, and boost sales. Retailers especially can take advantage of the benefits provided by social ads.

But how can you get more from your ads? Here are some strategies to get you started.

Get the Basics Right

First of all, you want to make sure you get all the basics right. What does that mean?

Use compelling images. Visuals will get more attention and will bring your ads to life. Remember, social media is a crowded place. People are looking for content that catches their eye, and there is a lot of it out there. You have to stand out to get noticed.

Also, make sure you take a mobile-first approach. Obviously, it is important how your ads look on the desktop version, but mobile should be the priority. And use enticing language to make sure you attract people to your ads with your copy.

Engage Using Videos

Videos are a great way to help your social ads get more attention, and they can be even more engaging than images.

People love watching videos online, and they are a great way to show off your products and build trust by showing the actual faces behind your company. You could create video testimonials for social proof, interview people in your business, or show your products being used. Definitely experiment with video ads to see if they can get you more clicks and engagement.

Any time you can encourage engagement in the form of likes, shares and comments, you should! Prompt viewers to leave a comment or tag a friend. When Facebook sees strong engagement on an ad, that can drive your cost per click (CPC) down.

Experiment with Audiences

There are many options for targeting audiences on social websites. Facebook especially provides you with lots of options where you can target by age, interests, behaviors, and more.

Targeting based on interests can be especially effective. If you sell a certain type of product, you can target people with similar interests who will be more likely to be interested in your product.

For example, Splendid Beast is a pet painting business that targets their Facebook ads based on people who love dogs, specific dog breeds, and cats. They also create lookalike audiences based on previous purchasers and website visitors, then remarket to people who have already visited the website or interacted with their Facebook page.

You could also target people at certain moments in their lives, such as when they are getting married.

Experiment with these options. Start by targeting your main target market, but try different audiences as well by making tweaks. Once you have run a few ads, you will see what is working for you.

Advertise Promotions

Using promotions is a time-tested strategy to make more sales. But you need people to discover your promotions. When you post an update on your social account that you have a 24-hour discount, you’re just hoping that your customers see it.

That’s why you should use advertising. Create a standard ad just like you normally would, but make the promotion the main focus. Let your targets know that they can get a special discount if they act fast. A great offer will get noticed, so use this technique to break through the noise.

Use the Store Visits Feature

If you have multiple locations, you might be able to use the Store Visits feature in Facebook. This is where you can create different ads with maps and copy that is specific to the store that is located nearest to the target, and it’s a great way to send people to your physical stores.

Keep Things Fresh

Always try to do new things with your ads, and don’t be tempted to run the same ad all the time. If something works, that’s great. But experiment further. Change the images and the copy, otherwise people will quickly get bored if they see the same ad all the time.

Consider having five or 10 types of ads, some showing products, others showing reviews, and others with special roundups and collections. Then change your copy to use different messages so you are not saying the same thing all the time.

Find out what works, then optimize it further and keep on changing what you are doing to keep your targets interested.

Target Existing Customers

One simple technique is to focus your efforts on your existing customers. It’s cheaper and easier to sell to existing customers because they have already shown an interest in your products. Getting new customers, on the other hand, is hard work—and more expensive.

On Facebook, you can do this by using custom audiences. This is where you define the exact audience you want to display your ads to, which could include customers on your email list.

You should also create a lookalike audience based on your customer or email list, so Facebook can use its algorithm to help you find more customers and subscribers. Sometimes you can supercharge this technique by “layering in” interests. For example, Splendid Beast sometimes targets dog lovers who are also lookalikes of previous purchasers.

Use Facebook Collection Ads

Facebook Collection Ads are a great option for retailers. Using these, you can show a main image or video then display product recommendations. They are a great way to advertise a collection of products, especially around a certain time of year like the holidays.

Use Dynamic Ads

Dynamic ads are one of Facebook’s killer advertising techniques, and these are perfect for retailers.

And its efficacy is well-known, even for brands on the lower end of the financial scale. One need only take a look at the ad overheads of high-performing businesses of less than $10k to see that, for many of them, their highest expense is on Facebook social ads. Shop Trucksy alone spends $500 a month on its Facebook ads, but reports $8000 average monthly profits!

You will need to use the Facebook pixel on your website to use dynamic ads. Install it on every page, and this will then analyze the actions of visitors. You can then decide who to show your ads to based on their behavior.

It’s a very powerful tool because you can use it to advertise to people who have looked at specific products on your website or who have visited certain pages. You could then provide the visitor with a special discount on that product and give them a push using your ad.

Experiment with Different Platforms

When you find something that works for you, don’t stop there. If you find that Facebook ads work well, experiment on Twitter or Pinterest. You may find that other platforms are even more effective.

Always experiment with new platforms and types of ads, and constantly improve your results.

Social ads are a fantastic way to find new customers and get repeat sales from existing customers. If you have been using social advertising with unexceptional results, try some of the above techniques. Keep on experimenting and optimizing, and you may find that social ads can be one of your most effective ways to drive sales.

Your Ultimate ‘How To’ On Writing Social Media Captions

February 3rd, 2018 Posted by Digital Marketing 0 comments on “Your Ultimate ‘How To’ On Writing Social Media Captions”

Visual content is all the rage, and nailing this aspect of your marketing is sure to give your brand a boost. Yet while a picture speaks a thousand words, sometime you need to add a few of your own in order to engage with your audience, and get them involved with your content.

These captions serve a range of purposes, from explaining the image itself, to offering up an insight or opinion on the image’s content, or giving details of a related product or promotion. They serve as the voice of your brand, speaking directly to your customers as they take an interest in your content.

However, it’s not always easy to stand out from the crowd, so it’s important to ensure your caption game is on point. Here are some tips on creating killer captions for your visual content, and how this can help your business go from strength to strength in 2018.

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How To Dramatically Improve Your Store’s Conversion Rates – Fast!

September 27th, 2017 Posted by Ecommerce marketing, Guest Blog 0 comments on “How To Dramatically Improve Your Store’s Conversion Rates – Fast!”

Your online store needs to work hard for you. You want every potential customer coming through those doors to leave with something. And if they don’t make a purchase — you’ll want to retarget them with relevant content and products. But how can you improve your in-store experience? How can you increase your conversion rates fast — when you’ve only get a few hours, days, or weeks to play with? Here are some quick and effective ways to improve your conversion rates STAT.

Love data

Seriously — data is at the heart of every good CRO (conversion rate optimization) strategy, especially in ecommerce. Get to grips with your web analytics and keep pushing for deeper insights. The best way to spend time with your data? Open your data dashboard and investigate the following:

  1. Where do customers usually drop off?
  2. How many failed product searches is your search bar returning?
  3. What are your highest (and lowest) converting pages and products?
  4. Does seasonality affect your web traffic and conversions, and how?
  5. What’s your overall & page-level bounce rate like?

Armed with data that answers these five questions, you should have a pretty good idea of things that you need to focus on. Start by addressing ‘problem pages’, and then replicate strategies that worked on highly converting pages.

You need this same data-driven attitude when it comes to evaluating your marketing campaigns, especially paid ones. Don’t forget to put your in-store conversion rates in context with where your traffic is actually coming from. A store reliant on organic search vs. a store mainly getting traffic through Facebook or Instagram ads will look very different from a data perspective.

Don’t go for scrolling carousels

Kill the carousel.

The ruling from Peep Laja’s CXL blog is pretty damning: “conversion killers”. It’s been consistently found that scrolling carousels and image sliders are bad for conversions. They confuse users, dilute the brand voice, and create a user-experience nightmare.

A static hero image is a much better way to tell your brand story in an engaging visual way. If, like most people, you struggle to come to a decision on things like this: change your hero image every now and then to spice things up. A seasonal banner or a refresh of your visual identity is always a good idea, as long as you keep your branding consistent.

Confusingly, an image gallery on a product page is actually a good idea — so keep slideshow content to product pages only.

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