3011, 2015

Creating Facebook Ads with Emails

Advertising, email marketing, Facebook, Marketing Advice, Other, Sales and Marketing, Social Media Tips|Comments Off on Creating Facebook Ads with Emails

Are you looking for creative ways to advertise to your customers? Try creating Facebook ads with emails. Here's how to get started:

Facebook ads1. Target your email subscribers with ads

Upload your entire email list right into Facebook as an audience. Use this for a big event or sale, something that they'll want to like, share and comment on. Make sure the message is applicable to the whole group, and design your ad with a similar look and feel to your emails. (Amazon uses this tactic for their Deal of the Day).

2. Divide your email list

Divide your email list into those who have opened your emails, and those who have not. Then divide those that opened your email into those that took action, and those that did not. You'll want to target those that both opened your email and took action. Create an ad that looks similar to the email they opened, but contains a new message and urgency to act (for example, tailor your 20% off sale on parts to include parts and accessories). For those that did not open your email, wait a few days, then target this group for an ad. You can use the same message as the email, since they haven't read it.

3. Upsell purchases

Take a page from Amazon's book, by using Facebook carousel ads to highlight new products that might work for previous customers. (For example, your customer bought a new kid's bike, so you can promote a children's helmet or bell.) Consider segmenting your customers by type of products, purchase amount, purchase date, and/or frequency of purchase. Then create ads for each audience segment.

4. Outreach

We all have a list of people who haven't opened our emails in a while. It's more cost effective to keep your customers than it is to engage new customers. Re-engage your audience with a good Facebook ad. Offer them an exclusive deal, promo code or extended trial. Target this group every 2-3 months.

Looking for help? Contact us to combine your email marketing into a Facebook advertising strategy today!

2101, 2015

Facebook Retargeting Ads

Advertising, Facebook, Facebook retargeting, Marketing Advice, Small Business Advice, Social Media Tips, Tips and Tricks for Bike Shops|Comments Off on Facebook Retargeting Ads

facebook-retargetingad

Q. Why do I see the same bike helmet I'm shopping for elsewhere in my browser showing up as a Facebook ad. How does that work?

A. The art of showing you an ad on one site for something you'd viewed or searched for at another site is called "retargeting."

It can look like the companies involved have been colluding to compare notes about you, but re-targeting doesn't require that kind of effort. Instead, it runs on the same "cookie" files that sites already employ to track users and store information about their preferences. You could say these tiny, often-misunderstood text files function as a series of tubes that wire one site into another. The process roughly follows this simplified sequence:
  • The online store sets up its site to save a cookie to your browser once you bring up a product listing. (That cookie, like any other, can only be read or changed by the site that created it.)
  • That site buys ad space on Facebook. These ads aren't fixed the way a print spot would be; they're served up in real time, as you can see when you reload a page and they change. Each ad embeds images, text or code saved on the original site — making the ad an outpost of its home that can also inspect the cookie saved in step one before presenting something to the user.
  • The store and its ad together use that quick check to see that the user had earlier eyeballed a listing for, say, a bike, then show that same bike in the ad spot instead of a more generic promotion.
Advertisers like this because it works. You already displayed an interest in the item — in marketing jargon, you moved down the purchase funnel — and are therefore a more eligible prospect. For example, a 2010 study by ComScore and ValueClick Media found that retargeted ads were twice as effective as other tactics at getting users to search for specific brand names. Retargeted ads have become a common sight across most of the Web, but they only recently began showing up in Facebook. The social network introduced a "Custom Audiences" retargeting option in October, then made it available to all advertisers at the end of January. Like its other ads, this doesn't involve advertisers knowing who you are; you can also opt out of individual ads or entire campaigns by clicking the small "x" at the top right of each ad. In my experience, once you know how retargeting works you find that you see it everywhere — then wonder why advertisers can't realize that you bought the item in question and should find something else to suggest.
2712, 2014

Don’t Make These Marketing Mistakes

Customer Loyalty, email marketing, Facebook, Marketing Advice, Other, Sales and Marketing, Small Business Advice, Small Business Selling Tips, Social Media Tips, Tips and Tricks for Bike Shops|Comments Off on Don’t Make These Marketing Mistakes

There are a few glaring marketing faux pas that crop up everywhere, from newsletters to email campaigns, over and over again. But what could seem like a small social media offense to you could actually be costing your business thousands of dollars — a price most early-stage startups can't afford to pay.

To find out which marketing mistakes are truly embarrassing, I asked a panel of entrepreneurs from Young Entrepreneur Council (YEC) for major marketing don'ts. Their answers are below:

1. Using a hashtag for everything

There's been a lot of hashtag blacklash (hash-lash?) that I've seen on the marketing end of either established brands or emerging startups. Try to make sure your hashtags aren't already being used, and try not to overcrowd your messages with hashes — it'll seem like you're a teenage girl tweeting out to the world. You wanna appear professional, yet engaging. So be strategic with your social media choices. - Rob Fulton, Exponential Black

2. Not engaging with your customers on social media

It drives me nuts when brands post so many things about themselves yet don't respond in the comments when people ask for more information. If you have time to write the post, talk to your people. As clichéd as it is, social media is all about connections. Your page should be entertaining, educational and a resource of inspiration with your own unique brand voice. The benefit of doing this right is creating the perceived value of your company. Having a high perceived value is a great recruiting tool.   - Kenny Nguyen, Big Fish Presentations

3. Buying followers to boost credibility

It's a sad paradox really. You create a Twitter profile for your startup, but have no following to start with. Not good for social proof right? So, you do what you've heard some brands are doing: You go out shopping and buy 1,000 to 10,000 Twitter followers for a few bucks. Problem solved! How's that for instant credibility! But wait, is there a catch? Of course there is. The followers you just bought are not real. If they are, chances are they are not in your target audience. But you know the worst part? What do you think happens to your credibility when people find out you've cheated your way to "social media stardom?" Or Twitter suddenly filters out the fake followers? Take this lesson to heart: Build real relationships from the start. You'll be glad you did. - Juha Liikala, Stripped Bare Media

4. B2C incongruence

I saw one local restaurant come and go because it catered to a younger demographic with graffiti-style art and over-the-top innuendos on its menu. Although the food was top notch, that avant-garde environment was inconsistent with the demographics of the area. - Daniel Wesley, DebtConsolidation.com

5. Waiting to "go viral"

Web traffic, video views and RTs do not all come organically. First, marketers need to create compelling content. Second, they need to promote it to a highly targeted audience that may begin snowballing by word-of-mouth. Startups do not always realize that engagement is earned, and that there's a lot of marketing that goes into even the most innocent of viral videos. If you want anything to start getting traction, make sure you do your part in making people aware that your content even exists. - Firas Kittaneh, Amerisleep

6. Looking to a PR firm for a quick media fix

PR firms are way too expensive for most startups and you do not get enough bang for your buck. Back in the day when media was centralized, I could understand how a PR firm could be useful. But now? Don't think you should go with a PR firm because "they can get you in Tech Crunch." Focus and build relationships on your vertical. Provide value to the community when you can. An industry-specific blog with 2,000 daily readers can be more valuable than a widely read broad website. Focus on these things and be your own cheerleader (even create a pseudonym if you'd like). - Adam Stillman, SparkReel

7. Worrying too much about imitators

Being the new kid on the block is never easy, but as you start to do things right, the bigger guys will inevitably start to “borrow” from your playbook. And while imitation is the biggest form of flattery, it can be challenging to stand by and watch your brand value become confused in the market. Trust that your audience will support you and your brand and focus on continuing to be one step ahead. - Jess Levin, Carats & Cake

8. Using Facebook ads

I have spent a lot of money on Facebook ads for hundreds of companies. Seventy percent of the companies out there will not benefit at all from Facebook ads while 10% will thrive on them. You do have to find out which one you are. Twenty percent of companies basically break even. I recommend setting aside a $500-$1000 budget for Facebook ads. Test several ads and targeting audiences for a couple different landing pages. Spend the money evenly throughout the week. You will find out if it works within seven days. Run it every day of the week. You may find it works on certain days and not on others. Test to see if it works but don't bet the farm on Facebook Ads, as it doesn't work for most of the startups I've worked with. - John Rampton, Host

9. Advertising without testing

Most marketing requires a component of paid marketing in the form of ads, but it is vital that you focus on getting a positive ROI from those ads. We made the mistake of running an online ad campaign right after launch without ever analyzing and testing our early user flows. We found that our campaign was an utter failure because nobody converted. We then focused heavily on improving conversions, retention and monetization, which led to our next campaign being a resounding success. Don't waste money on ads without making sure they will work first. - James Simpson, GoldFire Studios
Thanks Mashable!
1110, 2014

Facebook Ad Tips to Increase Holiday Sales

Creative, Design, Facebook, Get Organized, Marketing Advice, Other, Sales and Marketing, Small Business Selling Tips, Social Media Tips, Tips and Tricks for Bike Shops|Comments Off on Facebook Ad Tips to Increase Holiday Sales

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Get the most from your ads this season

End the year on a high note by getting an early start on your holiday campaign planning. On Facebook, there are more posts, shares and comments during the holidays than any other time of the year, and more people using mobile devices to find gifts before shopping.

It's the best time to reach your audience and grow your business.

Follow these tips to set up effective campaigns before, during and after this busy time.
  1. Plan ahead
  2. Use link ads
  3. Improve your creative
  4. Target your ads
  5. Measure results
 

The power of advertising on Facebook during the holidays.

60% of people on Facebook in the 2013 holiday season found Facebook extremely influential to their holiday shopping. 89% of holiday shoppers who shared their holiday shopping experience on a social network did so on Facebook. People access Facebook on their mobile phones 4.2X more often than search engines before holiday shopping.  

1. Plan ahead

Keep key dates in mind. Customizing your Facebook campaigns around popular holidays will make your ads more timely and engaging. Remember to:

Create a content calendar:  Create a calendar of important dates. Start with deciding which dates are most important to your business, then outline which messages to send to key audiences on those dates. For example, you may want to share an upcoming discount one week before Black Friday. Schedule your ads: Save time by creating ads in advance and scheduling them to run at later dates.

These are the top holidays for online spending:  image2

  • Thanksgiving Day (November 27)
  • Black Friday (November 28)
  • Cyber Monday (December 1)
  • Green Monday (December 8)
 

2. Use link ads

Turn clicks into customers.

Take people from your ads to your site in one click with link ads. Get more website traffic: Link ads feature large, clickable images, text, and call-to-action buttons that get people from their mobile devices or desktops to any page on your site. clicksintocustomers

Know your goals: Build your holiday campaigns with goals in mind. The ads create tool helps you meet your goals and get results like increasing website clicks or conversions.

See 5 tips for getting the most from link ads. Use link ads to get more traffic.  

3.  Improve your creative

Create relevant promotions to drive sales.

Stand out this season by creating warm, holiday-themed posts that showcase your business. To get more sales:  

Feature high-quality images: Use bright, cheerful holiday-themed images of your business to reach more people

Create incentives: Create promotions, such as discounts, free shipping, limited-time offers or holiday giveaways

Keep the story going: Create a seamless look from your ads to your site, so people stay connected to your message

Add a call to action: Include a single, clear call to action that tells people what to do, such as "shop now" or "sign up today"

Keep image text short: Ensure there's no more than 20% text within your ad image for it to be approved. Try this grid tool.

Create holiday-themed ads. relevantadsimage  

4.  Target your ads

Focus on the right people.

Get more value from your ads this season by targeting only the people who matter most to your business.  

Tailor your message: Target your ads by age, gender, location, interests, behaviors, and more. Test different images, copy, and promotions for separate audiences to see what works.

Know your audience: Use your Page Insights or Audience Insights to learn about your audience. Then, refine your holiday ads to reach people who are most likely to respond.

Find existing customers: It's easier to sell to your current customers than to new ones. Use your customer lists to find them on Facebook and target them with ads. Learn more.

 Learn about basic targeting options available.  

5.  Measure results

Know what's working, change what isn't.

Track success by monitoring which ads perform best based on your goals. Then, make adjustments to improve your results. Check your Ads Manager to:  

Optimize your budget: See your ad data to allocate budget to high-performing ads and pause under-performing ones.

Test your strategy: Test multiple versions of your ads by changing factors like targeting or creative elements. This will help you to determine which ones are working best.

Measure your return on investment: Use conversion tracking to track actions like checkouts and to optimize your ads for people most likely to convert.

  What will your strategy be for this year's holiday season?