linkable content promotion

Linkable Content Promotion: Turning Prospects Into New Customers

If you haven’t been living under a rock for the last decade or so, you’ll know that the world wide web is an absolute juggernaut.

In fact, there are more people online on any given day than there are people on the planet earth.

It’s no wonder then that businesses are racing to get their content in front of as many eyeballs as possible in order to increase their conversions.

So, how do you get your content in front of your audience online?

Well, this is where content promotion comes into play: a great way to make sure your content reaches the right audience online.

We’re exploring the fundamentals of content promotion and then dives into ten ways to promote your content online.

Let’s get down to it…

Content Promotion Essentials For You To Know Before We Go Any Further…

There are a number of ways you can promote your content online; we’ll break them down for you here…

Non-linkable (Non-efficient) Content Promotion This is promoted through things like social media, email campaigns and advertising.

This is promoted through things like social media, email campaigns and advertising.

Linkable (Efficient) Content Promotion involves things like SEO, article marketing and social media.

This chapter will examine the fundamentals of content.

Let’s get started with our topic…

What Is Linkable Content Promotion?

Conceptually speaking, it’s nothing more than promoting your content to people who already know a lot about your niche.

It’s simply that; passing along your information to people who are already hungry for what you have to say.

This is a great way to get your content in front of your target audiences.

If you are considering the use of promoting content for your business, this chapter should provide a great foundation to get you started.

In a nutshell, it’s about getting your information in front of potential leads who are already hungry for what you have to say.

They need and want wisdom from people just like you; people with the same experiences, knowledge and expertise.

For example, if you are a marketing manager in the e-commerce world, you may be looking to get your content in front of your target audience.

These would be people who are already interested in some of your products or services.

You could produce an article that consists of all the top performing keywords you’ve been using to help market your business…

This is linkable content promotion .

Or you could produce an article that provides wise advice for marketing success.

Clearly, these are different types of articles… In fact, they would do much better if they were exposed to different audiences.

Let’s explore the benefits of promotion like this.

Benefits… What Are They?

Linkable Content Promotion Benefits:

  1. Strong Link-Based SEO Linkable content promotes higher search engine rankings and better positioning in search results; this helps your page rank rise.  Your page will be more visible, more interactive and thus more valuable in the eyes of your target audience. Your page will be more visible, more interactive and thus more valuable in the eyes of your target audience.
  2. Improved Conversion Rates Helps get your links passed along to people who will be interested in what you have to say. This can help improve your conversion rate.  Once the person clicks on your link, you will have a higher chance of them buying or signing-up for whatever it is you’re selling or offering them.
  3. A Better Way To Build Your List It’s a great way to get people to opt-in to your list. This could be a targeted list filled with people who are interested in your products and services. These people would be much more likely to buy from you and sign up for things like webinars, e-mail courses and other such things.
  4. More Brand Authority It will help you build more authority around your business’s brand. You will become the go-to authority for whatever it is that you do. This will help your business grow among your target audiences and in the eyes of search engines.
  5. A Longer, More Accurate List It’s a great way to get your list of subscribers and customers. If you have a well thought out list with relevant information for them, they’ll be more willing to opt-in and buy from you.
  6. More Career Exposure Helps you appear more relevant on social media sites or in job postings… This can help you land more job opportunities or better positions on different sites that are related to what it is that you do.
  7. Easy To Set Up is easy to set up. You can even outsource it to a team for support if you have a big launch that will require some extra hands on deck.
  8. A Great Way To Network Linkable content is great networking tool for your business and your career growth. It’s a great way to connect with other professionals in your industry and make contacts that could help you move up the ladder in your field or industry .
  9. Better SEO Linkable content helps increase search engine rankings for various keywords, which can get you better SEO results and more traffic overall.
  10. A Great Way To Get Your Blog Post Seen In The SERPs Keeps your blog posts in front of the people who will want them. If you have a high-quality piece of content, this will help it get seen in the SERPs, where it can help improve your traffic and SEO.

Conclusion

Promoting your content is a great way to get more traffic and sales from your blog, website or social media posts.

It’ll increase the visibility of your brand and help people find you through social media if they do business with you.

It also helps you get better SEO results that can increase your traffic and sales in the future.

You can also use this strategy to promote your e-book or other resources on your blog or website as well.

ecommerce customer lifetime value

Increasing Your eCommerce Customers Lifetime Value With Retention Campaign

Ever seen that one person in your company constantly saying “why should we do ‘x’?” or “that’s too expensive.”

But when you explain the actions and reasoning behind it, they are finally on board?

That’s retention.

Retention campaigns can help increase your customers lifetime value to your brand by incentivizing them to return to spend with you.

In this post, we’ll walk through how many companies use these strategies and the results they’ve achieved.

Whether increasing customer lifetime value is a priority for you or not, this article will give a few valuable insights into what getting more out of your customer touchpoints looks like.

Lifetime value is a big term which I like to think of as the “calculator money” that your customers will spend over the course of their entire relationship with you.

It’s a metric that most businesses look at, but some are more dedicated than others.

The 10% Rule

Before describing retention campaigns, let’s talk about the famous “10% rule”.

This was popularized by Leslie Deutsch (founder of angel investor group Stanford Angels) in her book No B.S. Business Advice for Smart Entrepreneurs.

From her experience as an angel investor she noticed that typically businesses had one or two investors who believed in them enough to invest and bring them to market.

Then there were some that had enough faith and money to get the business started.

Then there were the fringe cases, those businesses that were startup failures or those “whales” that thought they could be a whale.

The following is her description of the behavior of each group:

The 10% rule says that companies should aim for 10% of their customers to become repeat customers.

When you reward them with a loyalty program, the thought is that these are customers who won’t need to use your product or service again but would come back to you if they had problems with your competitor’s offering.

This can boost lifetime value because it gives your business another point of retention from which they will be loyal for years to come.

The 10% rule is often used to define the minimum threshold for creating a loyalty program.

Since it’s a minimum value, it doesn’t take into account things like churn and some other metrics that may not directly increase your lifetime value.

Retention Strategies

There is an entire new branch of marketing dedicated to retention strategies.

Retention campaigns can be as simple as sending out an email campaign to your customers on their one year anniversary with your business or as complex as offering different levels of rewards for a customer who purchases from you but does not redeem any reward.

The following are examples of some retention strategies that are used by many companies in order to increase their customer lifetime value.

Advocates: Give customers a reason to return to interact with your brand outside of purchasing.

This can be done in a variety of ways such as informational email campaigns, an updated blog, social media interaction or customer success stories.

Giving customers a reason to return to interact with your brand outside of purchasing.

This can be done in a variety of ways such as informational email campaigns, an updated blog, social media interaction or customer success stories.

Loyalty programs: These are one type of retention strategy that increases the chances of customers coming back to purchase or otherwise interact with your business.

The two main types are product-based loyalty programs and point-based loyalty programs.

The main thing we want to avoid with loyalty programs is having a bunch of customers who are racking up points with you and then redeeming those points years down the road.

Content: These customers want more than just your product.

Provide additional information to help them explore the possibilities that your products and services open up for them.

This can be as simple as giving them an email newsletter or perhaps they’d like a video tutorial series on Youtube.

Discounts: Provide customers with a reason to return while also increasing their lifetime value.

Imagine someone who bought from you for $100 and then you send out an email offering 20% off their next purchase on your site.

If they buy again, the calculator money is now $80 instead of $100, thus increasing their lifetime value by 20%.

Partnerships: Send out special offers to customers if they have the partner’s app or use their service.

This can work particularly well if you have a loyalty program in place and they are willing to add on value to it.

Referral: Generate word of mouth and increase your customer lifetime value by launching and running a referral campaign.

This can be done in a variety of ways but is most popular through email campaigns which offer rewards to the customer when they refer you.

One-time offer: Send out a special offer or discount if they spend $100.

This can work particularly well if you have a loyal customer base who has consistently been spending with you for a long time.

Content & Advocates: If your content is compelling enough that people want to share it with others, then create a way for them to share it on social media and other channels.

By turning your customers into advocates for your brand, you are building up your brands trust and reputation which will eventually turn into customers.

Conclusion

These are just some examples of loyalty programs that you can create and implement within your eCommerce business.

As mentioned earlier, they can be as simple as adding in a 20% discount on a purchase for your existing customers or as complex as offering 14% to your advocate customers and 15% to partner customers if they share an exclusive offer with their friends.

Regardless of what strategy you decide to use, remember that in order to make it successful you first need a base of loyal customers.

These are the foundation from which you will build upon when implementing any type of loyalty program.

It’s worth noting that many businesses will create retention strategies by simply surveying their most loyal customers and asking them what they’d like added onto their loyalty program.

This is an easy way to gain direct insight into what exactly your most valuable customer segment desires from your business.

Managing Social Media Comment

Don’t Feed The Wildlife: Managing Trolls Who Comment on Your Social Media Posts

Hate the trolls?

Ever endured the insults, the general nastiness, and just plain old rudeness of someone who left a comment on your Facebook post?

You know, the kind of person who is so envious of you that they’re forced to go out and find some way to tear you down or at least make themselves feel better by making you feel bad?

And then there are those people who comment without really reading what you wrote because they want a cheap laugh.

Yeah… those people are hurting too.

We’ve got some tips on how to deal with that particular brand of hostility – but first let’s take a look at what’s actually going on.

What is a troll?

The word “troll” has two major uses.

In the first one, it’s a creature in Scandinavian folklore that lives in caves and under bridges.

It’s usually depicted as a grotesquely ugly humanoid with an appetite for mischief.

According to Wikipedia, this use of the word seems to have originated in 1873 when it appeared in Geijer & Afzelius’ History of Swedish Literature:

The name troll is also applied to other things that are tall and slimy.

In old ballads trolls are often described as hideous and hairy monsters.

Figuratively, “troll” is used to describe an obnoxious, ill-mannered person who thrives on causing trouble.

Today the word “troll” is used predominantly in the Internet sense of a person who posts commentary anonymously in online forums or chat rooms with the intent to cause trouble.

In other words…

Trolls are people who post inflammatory statements with no real concern for how they affect others or if they cause any harm at all.

It’s a common misconception that trolls are just disgruntled people who don’t have a way to vent their anger about life in general.

While it’s true that there are many instances of people trying to get a reaction from you online, this type of troll isn’t interested in your reaction.

Trolls have no desire to understand or be understood.

They simply want to target their next victim and make an example out of them for everyone else to see.

Besides, they’re not really thinking at all.

The poster is mostly just typing random words after hearing those disturbing repetitive sounds when a computer keyboard is being pressed too fast.

The viewing audience doesn’t matter greatly here either…

The person who is actually typing the words might not even look at the screen while they do it. They may have been up all night, drinking something with a lot of caffeine in it, and may be on a sort of autopilot.

So what can be done?

1. Delete

Don’t get sucked into their game.

It’s easy to feel an urge to respond but that’s exactly what they want you to do!

To them, this is just some sort of sick entertainment for them and adrenaline rush for you.

If you feel tempted to respond, ask yourself, “Is it really worth the effort to take this troll down and make myself look like a fool in front of everyone else?”

Eventually the troll will get bored and go away.

And if they don’t? All you can do is ignore them until they give up.

2. Block

If you’re going to ignore them, why let them bother you at all?  Block their comment so it doesn’t show up for everyone else to see.

That way the troll isn’t getting any sort of satisfaction out of bothering anyone and no one else has to see his or her nonsense either.

3. Chat or PM

If there are more than one of them, you should ask the other people to take down their inflammatory statements so that it doesn’t continue to spread.

This is also a good way for others to see who these trolls are and to expose them for the attention-seeking jerks that they are.

4. Report the troll publicly

If the troll won’t give up after you’ve tried the above suggestions, create a Reddit or Facebook post with screen shots showing all of their comments put together, along with a copy of the first sentence of each comment they made on your page and then post this on their respective site and tell them why you’re doing it.

Honestly, if you can’t find a way to resolve the problem without starting drama, it’s probably best to just remove the comment altogether and get back to appreciating your life and those who make it so wonderful for you.

The people who are constantly “trolling” other people on Facebook, Twitter and other social media sites are either:

  1. People who have nothing better to do with their lives than try and make someone else feel miserable; or
  2. Two or more trolls working together to have fun at the expense of everyone else’s feelings.

Trolls thrive on a feeling of power…

The “high” they get from making other people feel bad is just as addictive as using drugs or alcohol.

It doesn’t matter if the troll has a “real” life or not, because he or she will always be unhappy.  They are forever looking to spread their misery to every corner of the internet because that’s all they have in life.

They feed off your anger and hatred and this is what gives them a sort of temporary (or eternal) satisfaction.

Anonymity is the biggest draw for trolls, specifically on sites like Reddit: You can comment and post anything you want without anyone knowing who you are…

But what we really need to do as marketers and brands is understand the underlying causes here.

First of all, we must stop letting this happen. To understand why, let’s take a closer look at how and why this phenomenon started.

Hobbies are Exploding…

A while back I wrote about Internet Scraping and why it was important for brands to know who their target demographic was.

I won’t go into all of that now, but I will say that the explosion of hobbies and the sharing of information online has allowed people to find a niche for themselves.

Hobby-based niches have led to Facebook groups being created which have in turn spawned Reddit forums and even their own websites.

The Trolling phenomena has been around since the beginning of Internet forums, but it wasn’t until people started creating forums on their own that they really began to be disruptive.

Once people were able to use the Internet as a platform for creativity and individuality, they could also use it as a bully pulpit for making others feel bad about themselves.

The Internet is a medium which gives people the power to make themselves heard or ignored by others… The Internet has created communities that existed before it existed…

For example, when I was a kid I used to play in the woods, which is like being part of a community.

When we had “adventure club” as kids, we had a place where we could go and have fun with our friends but also learn new things about ourselves. It was how we grew up.

Later on in life I found facebook and you can actually play games there, which is how people who never even met each other could interact when they are far away from one another.

When you’re in a “community” like this, it allows people to self-select.

But when someone starts talking about how they don’t have enough friends or something that has nothing to do with the community at all, it becomes toxic.

Secondly, the Internet has also introduced people to the creation of “memes”.

The message itself doesn’t have to have any actual meaning behind it because the way it is disseminated makes it much more important than it actually is.

These kinds of messages are used by people who just want to make fun of others or by extremists that are looking for attention, but they can also be used to create positive change in communities and change how we think about things we think should be changed.

Which can sometimes be hilarious, and even get your message across more easily than an entire essay.

However, it can have a negative effect on your brand as well – given, someone takes the time to go out of there way and make one of you / your brand.

Summary

Trolls exist in every field from marketing to medicine (and everywhere in between).

You should be fine as long as you steer clear of the trolls, don’t take it personally and don’t feed the troll (just ignore them).

To quote another wise woman, “don’t stop believing.” If you do stumble across them, or they you, just block or unfollow them and continue to do yourself proud.

ecommerce trends 2021

11 Emerging Omni-Channel eCommerce Trends to Implement This Year (Part 2)

*CONTINUING FROM PART 1

6. BEYOND FACEBOOK ADS – CHATBOT MARKETING

Facebook ads are an amazing tool for marketers but they are not the only tool in your toolbox.

Used correctly, chatbots can be a powerful resource for businesses, turning customers into life-long advocates… Without ever having to pick up a phone!

In fact, according to Business Insider (2018), nearly half of Americans (around 68 million people) have tried out chatbots for customer service or information on a product or service in 2017 alone.

There’s a reason why this is so huge.

It’s because consumers are moving their attention from desktop to mobile on a daily basis.

This means that by using chatbot technology to engage with consumers, you are giving them the information they need when they want it.

And when someone searches for a product on their mobile device, they are 2 times more likely to purchase than if they were searching on a computer!

But there’s more.

You can also use chatbots for lead generation and brand awareness campaigns too…

And because it’s all automated, you can scale up your lead generation and increase your brand awareness without breaking the bank… Or hiring people.

Recart (https://recart.com) is an amazing tool that can help kick your chatbot marketing into high gear.

A chatbot will hold a conversation with your consumers and will be able to provide them with the information they need in real-time.

It’s like your virtual sales rep!

With Recart you can also engage with current customers through Chatbot Messaging and Chatbot Voice Calls.

Think of Recart as a platform that will help you create all types of digital experiences.

In fact, it’s an all in one tool for success for both Facebook & Instagram Marketing and Chatbot Marketing.

So where do you start?

Check out their article HERE (https://blog.recart.com/messenger-marketing-for-shopify-a-comprehensive-guide/) .

7. THE IMPORTANCE OF 1ST PARTY DATA (DUE TO iOS-14)

Most of us know by now that Apple’s recent iOS update has changed the way consumers purchase products through ads.

They no longer get driven to “apps” (or “click-pages” or “landing pages”) in an ad but rather they are driven to iTunes.

In addition to this, if you go to your “purchased section” you will see if there are any products you have previously viewed and/or purchased.

Now Apple does say that if you want links in your ads (i.e. click-throughs) they will allow them but they also say that the links themselves are not linked to your name.

Now this is important for a few reasons.

First, it’s simple, as link tracking is fairly easy to do and most of the time it can be done for very low cost.

But more importantly, it’s because first party data can be used in a better way.

What do I mean by that?

Well, in an age of data privacy, first party data is a huge priority for consumers and brands alike.

Because Apple has your credit card information and has a record of what you have purchased in the past, it’s possible for brands to access this data.

By using tools like Jumptap (http://www.jumptap.com/google-analytics-integration/) it is possible to track this first party data with Google

Analytics and Facebook Pixel tracking.

This gives you the ability to better understand your customers so that you can create better quality content to reach consumers who are more likely to convert.

But there’s more.

Because you have the data available to you, you can now take it and do all sorts of crazy data-based marketing!

You can figure out what types of products that you are selling are popular in certain parts of the country and use that information to tailor your content and targeting.

For example, if we know that there is a particular demographic of people who are buying a product (for example, sweaters in New England) we can create content (say a video campaign) based on this data to target these consumers more specifically.

In addition to this, brands can identify their best customers and better target them with newsletters, discounts, offers and promotions.

This is the reason why it’s so important for a brand to have a first party data set that they can use to create content for these consumers.

So even if you’re going to be working with 3rd parties like Facebook & Google (Google/AdWords) you still want your own first party data set.

8. MULTI-CHANNEL ATTRIBUTION TRACKING

While we’ve talked about the importance of first party data, it’s only a piece of the marketing puzzle.

What you should know is that there are other ways to gather data and use it for better targeting your campaigns.

You can take a look at attribution tracking in Google Analytics.

What this does is help you understand how your content performs in relation to other content from various mediums.

If someone views an ad on Facebook and then goes back to your website they will see that they came from Facebook and not from your website.

But what if you want them to see your website as the source? Simple – just track where they arrived from – i.e. Facebook.

Now you can use this information to determine whether or not the viewer is a match for your audience, which will result in better ad targeting…

For example, when you sell products online, if someone comes from Facebook and not from your website you can create custom landing pages for that person.

Another thing that you can do is take a look at the landing page that the viewer is sent to after coming from Facebook.

If it’s a different website than your own, then don’t convert them into future customers.

And if it is another website, then convert them right away!

It’s pretty amazing how much value you can get out of just a few pieces of technical data from Google Analytics.

You can do the same thing in Facebook.

Here’s how:

  1. WHAT TO DO: Go into your Facebook Business Manager (https://www.facebook.com/business/development) and create a new campaign (the ones that are pre-made might already have your desired audience).
  2. HOW DEFINED CONTENT IS DETECTED: In order for Facebook to detect content you need to select one of the following options: Universal Brand Tags, Dynamic Products, Product Listing Ads, or AdWords Conversion Tracking amongst many others…
  3. YOUR CUSTOM AUDIENCE: Once you have selected the option that best fits your situation you will then want to define your custom audience.  Facebook does create a custom audience for you but it’s limited. You can use it as a starting point but if you want to be more specific, then you will need to define this yourself.
  4. TOP TEN METRICS: You also have the ability to select up to ten metrics (to track) when using Facebook Ads.  You can track conversion events and export them while also tracking offline conversions, website conversions, and even sales volume (or other metrics).

Now with this data it is possible to create content that targets the same audience but in a different medium…

This will help you to build a better relationship with your customer base over time.

You can use this information too, when it comes to selecting the right location (or location-based targeting) to target by using Facebook’s location feature.

This way your ads are shown on relevant pages and websites that are related to what your customers search for, which means more conversions!

9. CONTACTLESS TRANSACTIONS

One of the biggest problems with e-commerce is that a consumer can’t check out in store.

But thanks to advances in technology, contactless payments are now possible.

In fact, customers are more likely to use contactless than store credit cards.

This means that you can collect data on your transactions (such as whether or not your customer is a repeat customer)… While they’re still in the store!

For example, say you sell coats and have a mobile company and it would be awesome if you could use that data to create targeted content for those customers.

You could send them emails about the new coats you’ve got in stock and make sure they get one.

Why does this work?

It’s quite simple, really.

When you sell a coat to someone, you ask them to pay using a mobile device, which will then give you a bunch of data that you can use as a marketer.

Now because brands have the option to run programs like these at the point of sale, they have incredible opportunities when it comes to targeted marketing.

The challenge is not having access to this data… But rather how to interpret it and use it for better marketing.

And this is where you can use a tool like Zeta Global.

Zeta Global (https://www.zetaglobal.com/) is a tech-driven marketing platform that provides brand managers access to the tools they need when it comes to data management and reporting.

This includes, but isn’t limited to, the ability to easily interpret data from multiple channels, create unlimited audiences and custom templates for lead nurturing… And even automate campaigns.

It’s basically your all in one marketing platform all built into one application.

And, when it comes to getting all this data, you can even do it from your existing e-commerce software!

For example if you use Demandware (https://www.demandware.com/) then you can get all this data without having to hire any new people or spend any money on developing new software…

And of course, all of this is powered by the Internet of Things (IoT) where most of the development is actually happening right now.

You can think of IoT as just that: Everything interconnected and moving data around like there’s no tomorrow!

10. CUSTOMER SERVICE WILL GET AN UPGRADE

There’s been a lot of talk about customer service these days.

We’ve heard from the big guys that they want to transform their customer service experience in-store with mobile checkouts and self-service checkouts.

So while these new innovations might be great for consumers, they are also great for brands themselves!

The reason why is because you can really represent yourself in a better targeted way…

Let’s say you sell suits.

You would want to know everything about your customers—like where they live, how many suits they buy, and what kind of size jacket or shirt they wear—if you’re looking to offer them a deal.

One of the ways you can get this information is by using zeta global to find out what device they are using (for example, an Android or iOS smartphone)…

But this only gets you so far.

What you really want is where they live.

This will help you to figure out if they live near a store (like maybe in a mall or on a street) because it’s possible that these people are actually your target consumers!

Now let’s take it one step further… And say that they aren’t located near a brick and mortar store.

This means that you can use your technology to reach out to them and tell them about their unique opportunity to come to your store.

You can send them an email with a good deal and then follow up with them until they come to your store.

And if they do, then you can give them an offer that is 10% better than what they would have gotten at the store.

Now these consumers have grown accustomed to these offers on the Internet so it shouldn’t be too hard for you to give them something even better!

The point is that better customer service and tracking will help brands move towards a new marketing reality where data is king.

The challenge for most brands is figuring out how to use it!

11. PERSONALIZATION IN RETAIL THROUGH SOCIAL MEDIA

Brands are using social media to connect with their customers and find out what they like.

But what they are doing is a bit different and can be segmented into two different types of social media for retail:

1. Social Media as Portals (HUMANIZATION IN RETAIL)

The first type of social media (portal-based) that we will talk about is the idea where a brand will use a social networking site to direct consumers to more information about themselves.

If Nike wants to pitch running shoes to someone, it might use the various social media channels to present its message.

In the same way that Nike can do this, you can also do the same thing with social media.

The difference is that you won’t be pitching a product (or service) to someone based on their demographic.

You will be doing it based on their passion for something and targeting them in a more customized way… Which is when we get into the second type of social media related to retail.

2. Social Media Advertising (BRANDING)

Another way that brands can connect with their consumers is to do so through advertising.

Now if you have a customer that likes a particular brand, then what you can do is directly target them with certain offers and promotions.

Let’s say you are a coffee company and want to sell your product to someone in the United States based on the data that you have already collected.

You might create a Facebook ad for your coffee to promote the product… And let’s say that there are several other coffee companies competing for this same consumer.

Because of this, you’ll need to find a way to make yourself stand out from the competition.

Well, you can do that by using social media advertising to highlight your brand rather than just selling your product.

What really sets you apart from the competition is not necessarily what you have but how you implement it.

If you sell shoes then maybe the biggest benefit that people receive from your product is comfort… And not price!

But then again, no one cares about comfort if they don’t like how they look in your shoes.

So while this is a different way that brands are doing advertising, they are still using social media to reach out to their consumers.

They just use it in a different way in order to serve them better.

The benefit of these two types of social media for retail is that both allow you to engage the consumer and create affinity… Which means that your message has been received by someone who cares!

There are some drawbacks however, which will be discussed later in this book.

In addition, the best bet for most brands when it comes to social media is using it as a portal rather than an advertising avenue because if you do then you will have far more control over the type of information that your consumers get.

SUMMARY

This guide talked about the various types of social media available for brands to use in order to engage their target customers.

It also touched on the three ways that brands can connect with their audience and the benefits of each.

We also concluded by addressing what social media is all about: How brands should integrate it into their marketing plans and how they should be using these different platforms to do so.

And to be more omni-present.

With Sprague Media we help brands open up their campaigns to the success of omni-channel, by using social platforms such as Facebook, Instagram, Snapchat, and TikTok.

Our expertise in social media, analytics, customer acquisition and data allows you to find the right audience and inform them at the right time.

Emerging Omni-Channel eCommerce Trends

11 Emerging Omni-Channel eCommerce Trends to Implement This Year (Part 1)

Omni-Channel…

“This is the Way” [Mandalorian voice].

Siloing channels is a mistake, and you will lose so much in the long run.

Consumers are engaging with content across all platforms and your brand should be no different.

With the rise of TikTok garnering so much attention from consumers, other platforms (like FB & IG) are quickly trying to jump on the band wagon of quick, catchy, social media videos.

With Instagram Reels, IG TV, FB Stories, and IG Stories, these are all examples of where the future is headed.

That said, we are not seeing an abundance of people choosing one over the other.

In fact, the inverse is true.

When creating content for one platform, people are posting across their entire network.

Showing us the real importance of being omni-present as brands.

WHAT IS OMNI-CHANNEL ECOMMERCE?

Seems like a made-up term, right??

Well, it’s pretty self-explanatory…

“Stores selling both online and offline — likely also selling through multiple online channels (i.e. on Amazon, eBay, Facebook, B2B). We’ve also been referencing the importance of listing your product wherever consumers are already spending their time. This is increasingly known as contextual commerce, a more strategic take on the overarching omni-channel term.
” – Big Commerce

Be everywhere – sell your products everywhere.

Now that we’re on the same page, let’s dive into the fun stuff!

1. OMNI-CHANNEL: THE NEW NORMAL

As 2020 has come to a close and 2021 has begun, albeit, a bit better then where we left off last year – the transition hasn’t exactly showed itself yet.

We are really starting to see the results of working across multiple channels vs just a single channel.

Back in 2016, you could’ve scaled an eComm brand to $10MM+ just off FB alone!

Nowadays…

Not a chance!

Why is this?

Because attention has been garnered across multiple channels.

You might feel, “…damn, wish I could’ve done X”.

Of course!

We all do… Hindsight is 20/20.

That’s the past, this is the present.

And as we look at our strategies, we need to consider the past, present, and future.

So, the “New Normal” has quite the meaning here in 2021, in more ways than one.

What we’re talking about today though, is marketing & advertising.

As newer platforms, such as TikTok, have been created and promoted we haven’t seen a decrease in active users on other platforms.

In fact, we’ve seen the opposite.

Active monthly members continue to increase on every platform.

The reason for this?

In today’s attention economy, if someone posts a video on TikTok, they’ll also post it on Instagram, Facebook, and Snapchat.

This also means that people are more likely to see your brands message if it’s also on multiple channels.

Because what we do, Social Media Advertising, is based on performance, numbers like this excite us.

By simply running ad campaigns on, at least, three or more channels, you increase your purchase rate by ~3x!

Image Link: https://www.omnisend.com/blog/ecommerce-trends/

Does this seem too difficult to do?

It shouldn’t, but if you’re already not doing this, it could feel overwhelming.

Well fear not!

It’s simple.

As simple as this (follow these simple instructions):

  1. Create a video – this could be an amazing piece of work or could simple be a slideshow video, showcasing your products. You can do this right inside the Facebook Business Manager if you don’t know how.
  2. Run that video in a campaign on Instagram.
  3. Then download that video and run a campaign on TikTok.
  4. Repeat with Snapchat.

It’s really that simple.

There are a handful of other things you are going to want to do, but in essence, it’s that easy to get 3-campaigns up and running today.

2. BUY NOW, PAY LATER

Financing eCommerce purchases is on the rise.

Brick and mortar department stores have been doing it for ages!

Getting you to sign up for a credit card and having that card cover your purchase.

Remember?

Back in the day when you would go “inside” a store (pre-pandemic).

Now you might ask…

Well, what does have to do with omni-channel?

Great question!

It’s all about conversions… And at the root of it, Omni-channel is all about conversions.

In the US, around 70% of shoppers abandoned carts.

Abandoned carts equate to around $34 Billion in sales left in carts.

With a Buy Now, Pay Later app like Klarna, we see an average of:

  • 58% increase in average order values (AOV)
  • 30% lift in checkout conversion rates

These are staggering numbers and a definitive factor in creating success for your marketing & branding campaigns.

And as I previously mentioned, buy now pay later isn’t new.

It’s just now entered the digital age.

That said, there is still risk involved with consumers falling behind in payments and, in their minds, your brand affecting their credit score.

However, what this really opens up is that Gen-Z & Millennial trillion-dollar market.

Allowing for the ease of conversion.

3. MORE CONTENT – INFLUENCER-BRAND PARTNERSHIPS

Now that the age of Omni-channel is upon us, we must also step up our content game.

I understand this is what marketers have been saying for years, but it’s really hit its zenith (so far).

Because consumers are on all these different platforms, as brands, we must also be on all these platforms.

It is as simple as that.

But how does one go about creating all this different content.

Well, there are a few ways to do this.

  • Repurpose old content.
  • Make a single piece of core content (longer form) per week and break it into chunks (short form) for distribution throughout the rest of the week.
  • Get influencers to create content for you.

You ever scroll through TikTok or Instagram and wonder how these seemingly nobody influencers are advertising products?

It’s all due to the need for more content.

While you, as a brand, can always create your own content, if you’re wanting to step up your game you add influencers into the mix and bump up your production 10x.

Even with the influencer phenomenon some major brands are still having trouble creating enough content in this noisy internet-atmosphere we’ve created.

But that’s okay, even is you’re a small business.

As there are many micro-influencers looking for work. And frankly, they’re way more appreciative about the opportunity than the big guys are.

The best part about getting influencers to make your content for you?

It’s a double-whammy.

What does that mean?

Not only are you getting content but they (the influencer) is also sharing said content with their own followers.

Even if they only have 1,000 followers, they tend to be 1,000 true fans.

That’s a big deal because it means that it is easy for them to get their content seen by those 1,000 true fans.

It’s a relatively simple process.

So what are you waiting for?

Get out there and find some influencers to help promote your content!

Think of it as a budget-friendly way to get your content out there.

4. SOCIAL SELLING THROUGH SHOPPABLE VIDEO

Shoppable video has been around a while.

Previously, making you go in-store to purchase your products.

What we’re talking about here is the rise of Shoppable Video.

But unlike old days, where one would only be able to rely on their store to get them into the store, now they can also rely on a video (with a shoppable element) to get consumers to buy on your brands website.

Now you’re no longer relying on store traffic.

In fact, you could even run your campaign on Instagram without posting it to a storefront.

Shoppable Video is the new way for shoppers to shop on-the-go and is the most common type of video that consumers are watching today.

Which means…

You can potentially get them to buy online!

This involves integrating your app into all of the major ecommerce platforms – i.e. Shopify, BigCommerce, etc…

However, there are two major challenges to this.

The first is technical in nature.

The second is budget-friendly.

Since this isn’t something you can just do through shared ads – this requires a certain level of capital to get done properly.

But it’s worth it, as Shoppable Video is the future of video marketing & eCommerce.

5. DTC ON SOCIAL WILL MEAN MORE THAN JUST PHYSICAL PRODUCTS

DTC (Direct to Consumer) continues to be an important strategy in eCommerce.

This is because of the ease of which consumers can purchase physical products.

However, as time goes on, we are seeing social selling evolve into Social Sharing & Referrals.

This is when your customers share your product with their friends, family, colleagues, etc… Which leads them back to you for more.

A new approach to this would be creating a community based platform with exclusive content from influencers who want to create DTC campaigns themselves.

Think of it like a “Product Hunt” but instead of discussing the newest tech gadget or app, it’s clothing and accessories.

The clothing industry is slowly becoming more and more social.

But it still feels like there’s a gap between the influencer community (Facebook & Instagram) and the real world.

That said, if your brand creates video campaigns that showcase influencers promoting your products this could be an opportunity to bridge this gap.

And with that, we would be able to truly say that there is a “little bit of the digital” in your physical store now too.

So don’t worry!

This isn’t some big leap.

It’s merely taking the modern-day digital approach to physical product sales.

On top of that, we’re seeing a trend that goes beyond physical products.

Whether you’re in the automotive industry, housing & real estate, or even digital products, we’re seeing a huge surge in these types of companies focusing their strategies on DTC.

This trend will continue and increase as CPMs remain low and results fly in.

Ecommerce Brands Needs to Use to Sell Products Inside Their Facebook Group

5 Steps Every eCommerce Brand Needs to Use to Sell Products Inside Their Facebook Group

Get to Work Stuffing Cushions

If you’re in the retail and/or eCommerce space you’ve probably heard of “The Nugget”.

No not Dino Nuggs or what you get your kids from McD’s.

We’re talking about the rearrangeable sofa/couch/(play thing?), which was hot-to-trot in the resale market, in 2020.

If you haven’t heard their Fanbase is large and aggressive!

It’s not necessarily that these types of couches are popular but that a single Facebook group has had so much drama surrounding The Nugget, that resale prices have doubled if not tripled due to demand.

This one group, of course, has turned into multiple different groups with crazed Nugget owners.

Pointing to this as a successful “kind” of group for a Brand is not the point.

Yes, it has increase sales for The Nugget (and their competitors), but the point IS that leveraging Facebook Groups for your eCommerce Brand is a huuuuge opportunity.

So how would one go about starting a community like this for your own business?

 

TL;DR

  1. Create a Facebook group.
  2. Setup group rules and enforce them.
  3. Grow your group with different marketing strategies.
  4. Engage with your community to build rapport.
  5. Sell inside your Facebook group with a handful of proven tactics.
  6. Bonus: Tools that will help you in all the above.

 

Step 1: Creating a Facebook Group

The first step is starting a group.

This is really easy… So, let’s gooo!

To create your own group, go to: Facebook Groups, and click “+ Create New Group”.

create a facebook group

Next…

  • Choose a Group Name – Preferably something with your Brand included.
  • Privacy – Unless this is going to be a VIP type of group, keep it public. This way anyone can join the group that finds it.
  • And of course, invite everyone… Don’t worry about being over-assertive – they can decline the invite.

Lastly, you’ll want to make sure the bio is setup, graphics are on-point, and create your first post.  Even if it’s just to say hi.

For other groups to reference, check out the Instant Pot Community.  They are one of the most often cited examples of a successful product-focused group. The group has a following of about 1.4 million folks, all interested in the company’s products.

Another suggestion would be to, not only start a group for your brand, but also join some others (competitors included), to learn, watch, and monitor what’s working for others.

 

Step 2: Group Rules

facebook group rules

This seems like a no-brainer, but this is going to be a big part of your success.

Groups can take a life of their own and run off on you. So setting rules from the get go is mucho important!

Nothings worse than creating a group around your brand just to have it become a drama filled high school cafeteria.

The easiest way to set the group rules is right at the beginning.

You’re able to ask people questions before they join and one of those questions should be something along the lines of, “…will you maintain the rules of this group and respect other members?”.

Simple and effective.

Then create a post with your community rules and pin it to the top of the group page – adding a video gets you bonus cookies.

Some of the most common rules for group members comes from GroupApp (which we’ll be talking about a little later…

Here are some examples of rules you can/should use:

  • Be kind. Insulting or bullying other members or non-members will get you banned from the group without prior warning.
  • Be civil. We do not condone foul language. Breaking this rule once will land you a warning. Doing it repeatedly will get you banned.
  • No advertising. Don’t use the group to advertise yours or someone else’s business, page, fundraiser or website. These posts will be immediately removed and you might get banned.
  • Use the search option. To avoid cluttering the group, please search the feed before asking a question. Someone might have already asked the same thing before.
  • Use English only. To make sure all members of the group understand you, please use only the English language.
  • Stick to the topic. We only allow posts and comments related to the group’s activity. Off-topic content will be removed and you will get a warning.
  • No spamming. Asking the same question or posting the same comment repeatedly after it has been removed by admins due to rule violation will result in a ban.
  • Report rule-breaking. If you see a post/comment that violates our rules, report it to the admins — DO NOT verbally attack the author of said post/comment.
  • Think before you report. Don’t report posts or comments that aren’t breaking any rules just because you don’t like or agree with their content.
  • Talk to the admin team. If you have any questions or concerns or are experiencing issues in the group, please turn to one of the admins for help. That’s what we’re here for!

These are simple and easy rules every one of your members should follow.  Also, notifying them when they’ve broken the rules is important as well.

Simplest way to do that is by deleting whatever they’ve posted and give them a warning through Direct Message (DM).

3-Strikes may be viable for the justice system, but you should really think about enforcing a 2-strikes and you are out policy.

Facebook group guidelines

On top of those rules, from some more “VIP” type of groups, they usually use a handful of extra rules to incentivize discourse and keep away from BS.

  • No outside links of any kind (outside your own website) should be allowed.
  • Groups can be good for customer service, but it’s not the place to post a customer service-related issue – instead, give them instructions on how to properly reach out.
  • Although civility was mentioned in the above rules, if it’s on brand, cursing or foul language can be useful (letting people express themselves) but should never be used to bad mouth another person or member.
  • Self-promotion can come in many forms… The worst is through the “humble brag”, be aware of these and if it occurs more frequently address it.

As you’re growing your group and engaging with members, make adjustments where you need to by adding or removing rules.

 

Step 3: Growing Your Group

Now that you’ve got this thing up and running.  Everything is set up.  How do you grow your group?

There are a million ways to skin a cat (odd expression really) and a ton of ways to grow your group.

Before you begin growing it though, be sure you have a Moderator, who is in charge of posting, responding, and enforcing community guidelines.

This can be you or someone else on your team.

Over time, as you start to get people engaging, and begin to see one or two people who really stand out in the conversations, it’s a great practice to invite them to moderate.

This allows for two things.

  1. They’ve already proven they keep normal discourse which means they understand the members and can lead a lot of the questions.
  2. It’s CHEAPER! (Yeah, they usually love being asked to do this as they are already your biggest evangelist)

So now into the nitty-gritty.

facebook community

Growing your group can be as easy as:

  • After someone makes a purchase, invite them to the group!
  • Inviting those on your email list. Adding this into your email sequences or even just a one-off blast.  Incentives help with this (maybe a % off their next purchase or something clever).
  • Believe it or not, you can also run ads to your group. Take a tiny portion of your ad budget and use it for push your group.
  • By creating giveaways and making part of the rules for the giveaway to join the group (this also helps collect those email addresses in the initial questions when joining; you have to prove who you are).
  • Engaging with your current members and creating great content. This is the best way, really.  Through word-of-mouth your group will grow.

These are just a few simple and easy ways to help get people in your group. But also note, you can get creative with other ways of growing your Facebook group.

 

Step 4: Engaging With Members

Staying in touch with your members is critical.

Your group will become the perfect place to get in front of your audience simply and easily.  It’s really one of the most effective ways.

When someone joins the group they’re shown a group of questions, like we previously mentioned.

A great question to use is, “What is your email?”.

Why?

A few reasons…

  1. Allows your moderator to reach out to “confirm” they are a real person.
  2. Gives you another way to stay on top of your community and engage with your audience.

Now…

What engagement really comes down to is content.

We’re not talking about 2,000-word blog posts (like this one) every day, but what we mean is consistent posts & content.

Just ask a question.

Get people to respond (engage).

Memes are fun too!

Creating a weekly video podcast (vidcast) would be amazing!  But don’t think you have to do this right out of the gate.

facebook live podcast

The point I’m making here is don’t over think this…

Just make it happen.

As time goes on you can feel out your audience, understand them better, and make more of the type of content they like & engage with.

As Nike says, “Just Post It!”.

For examples of different kinds of actionable and engaging posts you can make, here are a few:

  • Welcome post – welcoming new members.
  • Ask new members to introduce themselves.
  • Run a monthly post (just one per month) where people can promote themselves or their business on a specific post (these usually get a lot of engagement.
  • Tell a story.
  • Post a poll or survey.
  • Photos and photos with quotes.
  • Industry specific memes.
  • And of course, ask questions.

These are just a few… get creative with it!

 

Step 5: Selling Inside Your Group

How can you sell in your group without sacrificing your community?

Okay, so hear me out…

Don’t be a salesman.

Now, your salespeople should be in the group as well (all employees in a perfect world – assuming your culture is solid and there isn’t any crazy drama occurring).

Selling in a Facebook group takes a more subtle approach them just posting a link to your product and saying, “Buy Now!”.

facebook group sales post

Just like your regular sales & marketing strategies, your Facebook Group is another channel to add into the mix and requires its own set of strategies.

So instead of viewing this as a negative, annoying, sales proposition you’re going to make to your fans…

Think of it more as another way to add value.

If you’ve already followed the last few steps, regularly, you should have built some rapport. If not, BUILD RAPPORT FIRST.

Now that rapport is built, we want to find clarity on our audience.

We’re going to do this with a Poll or Survey.

Come at it from a place of education.

That is, ask poll questions around what people want to learn more about and focus the question to relate more to the benefits or problems (high level) that you/your product can help with.

Now you have the data you need.

Not only for which content to start creating more of, but you now also understand more about what your audience is feeling right now.

Now to the selling…

I still remember the days where the Home Shopping Network was huge!

home shopping network

Don’t get me wrong, but they still are, just in a different way.

Hell, even Amazon runs their own style of this on their platform.

You can do the same – with a Facebook Live event.

Through a Facebook Live party.

Have fun with it.

Invite your members, interact with them, and showcase your stuff!

Treat it as your own Shopping Network of sorts.

This is just one way to sell inside your Facebook group, there are plenty other ways that you should try & test.

facebook live shopping party

Examples of great ways to sell to your community:

  • Facebook Live party / shopping network.
  • Post new product drops in the group (preferably before they are shown to the public).
  • Treat your members like VIP’s and offer them a promo that you’re not offering to anyone else.
  • Involve them in the creation of new products. This is a great way to prove market fit and get presales.
  • Show off new photoshoots of products – no links!
  • Respond to comments of folks with specific problems that you have a solution for.
  • Showcase customer testimonials (thanking them for the great review) in the group. This helps with FOMO and reinstates your appreciation to your members.
  • Use email – segment your group members in your ESP.

As always, these are just a few examples.

There are a lot of other ways to sell to your group but testing these might be a great way for you to find what works best for you and your audience.

 

Bonus: Tools To Help You Manage Your Facebook Group

Using tools to help you understand your audience, how they engage, and how to improve your group are very helpful.

A few we recommend you check out are…

Grytics

What is Grytics?

Grytics is a SaaS solution for SocialMedia Analytics on Facebook groups, for Community Managers, Marketers and PR.

It allows companies of all size :

  • Improve your customer relationship through the analysis of publications on your Facebook group(s).
  • Help your marketing intelligence.
  • Engage and deliver a better service to clients/fans communities.
  • Measure, predict, improve your groups performance.
  • Enhance your community management.
  • Increase your engagement.
  • Curate content.

GroupApp

GroupApp is more for membership, subscription style businesses.

However, if you run a VIP member community through your Facebook Group, GroupApp would be very useful.

It allows its users to add a subscription model to their Facebook Group.

Have such an awesome community of fans?

This is a great way to monetize your group.

Buffer

Buffer is a posting scheduler application that allows you to schedule out your posts ahead of time.

You can also track and measure engagement.

As well as what times of the day are the best times to post.

Most of you should have a scheduler of some sorts.  Buffer is a solid option.

 

Conclusion

You’re looking for another channel that takes little actual effort, but consistent effort, starting a Facebook Group is the way to go.

It only costs you time… Or your Social Media Coordinator / Marketers time.

Needless to say, in this day in age, the more channels the better.

It’s an insanely great way to evangelize your audience and increase overall Customer Lifetime Value and Satisfaction.

If you’ve been holding off on committing to creating a group you’re losing out.

Get in some groups, create your own, learn as much as you can, and get to work!

creative ideas for ecommerce

4 Creative Ideas for Your eCommerce Brand to Stand Out on Facebook

Social media is a crowded market. 

Everyone is there to hang out, have conversations, and businesses use them to sell their products all the time. 

Social networks know this well, and the algorithms are more sophisticated now, making sure people spend most of their time there. 

Facebook, Instagram and company ensure that by showing users relevant content, with a high potential of engagement.

Whether it’s with videos gone viral, tutorials, informational content, Facebook groups and pages, they want to keep your attention. And, fun fact! You have about 2 seconds to convince someone to stop scrolling. If not less… 

Competing with cute cat videos and memes is hard, but eCommerce businesses can stand out on social media. With content that grabs their audience’s attention to stop their scrolling, and then, read and engage. 

Here are 3 ideas for you to start implementing now:

 

Lifestyle Images

One of the main challenges of selling products in the digital age is that people are not seeing or touching your products before purchasing. They can’t get the “feels”. Remember, it’s not only about the product itself, but about how it looks on them and how it makes them feel…

That’s why the product with a white or transparent background might look great in your online store – the design looks cleaner – but it becomes more difficult for your potential customer to envision it in their own reality. That’s when lifestyle images come into play.

In the example below, on the left you have the white background image, and the image on the right is the lifestyle image. The product is being used by a lucky cat!

Images: miacara.com

Here are great examples of lifestyle images:

 

Colors, branding, look & feel… it all comes together in these images that intend to awaken positive emotions in a potential customer.

This way, it’s a lot easier for potential customers to “see” the product in their homes, and “see” their own cat enjoying the experience.

 

Customer images/videos

You may be asking if this is a good idea, since customers’ images and videos are not the same quality as the ones in your website and social media.

Do you remember the last video that went viral, and you may have enjoyed and shared? 

There’s something interesting about most viral videos: their quality is very low.

With this we’re not saying you should start lowering the quality of the content you share on social media, but for some reason user generated content creates more engagement and brand recognition.

And why not give your customers the opportunity to shine in your social networks? That can help you to:

  • Attract more fans/followers organically
  • Generate more engagement
  • Build trust among potential customers considering to buy that product
  • Increase customer engagement and loyalty

 

Video tutorials

How many times have you searched for tutorials on YouTube?

Video tutorials showing how to use your products can go a long way in generating engagement, helping the potential customers to envision themselves using that product and, of course, get more sales.

These can be professional videos or user generated content, as long as it shows your product “in action”. And bonus tip: unless more explanation is needed, the shorter, the better.

See the example below about the self stirring cup. Short and sweet.

 

Lives

Video is here for the long run in the digital age. Just like we mentioned before, it can be harder for your customers to “see” and “feel” your products before buying. 

Buying is, and always will be, an emotional experience. So brands and smaller businesses are using Lives on social media to show interested people how their products look like, how they work and where/when they can be used.

Here are some examples you can get inspiration from:

Get Active With Kohl’s and Tone It Up! – Kohl’s

 

Our #FacebookLive with Jen Atkin of Ouai Haircare and Christophe Robin Paris – SEPHORA

Bringing you adorable puppies ALL day

These are good example of how to keep your audience engaged, educated and thinking of your brand, regardless of the current circumstances.

And to generate additional engagement and sales, businesses can make discounts and other offers available only for those that attended the live session.

This helps a lot to keep track of how effective this channel is in generating leads, sales, and revenue.

 

Bonus: Content for Facebook And Instagram Ads

This content can boost your PPC campaign results. Especially if investing in PPC is an ongoing strategy, people will eventually get bored of the same ad and creatives.

We don’t want that.

So, how about testing out these ideas? Check which ones generate more traction, and make them an ad.

You may be pleasantly surprised with the results.

Remember, we’re here for you. Sprague Media is here to help you with creatives and campaigns that significantly increase your performance. Contact us to discuss.

facebook advertising agency

5 Tips to Increase Facebook Engagement That Actually Work

Facebook offers a wealth of opportunity to build an online presence.

The fact that 69% of US adults use Facebook is all you need to know. If you’re trying to reach an audience then you’ll surely find it through the social networking platform. That said, using Facebook for business isn’t what it use to be — competition is tough!

What can you do to increase Facebook engagement? What strategies offer ample returns when using the platform?

Get these answers, and so much more, in the details below:

1. Share Something Worth Sharing

Many Facebook business pages start, get spammed with links, and then are forgotten. This tends to happen because their owners never had something good to share with their community. The page’s feed became a dumping ground.

What’s worth sharing is wholly dependant on the community you’re building.

How do you figure out what people want? You can dig through analytics and use data to guide your decision. You can also take a look at competitor pages to see what works. Or, you can simply ask people what they want from you. Once you know, it’s then a matter of creating/finding that content and building your FB strategy around it.

2. Quality Over Quantity

The quality over quantity concept goes back to our #1 in that you need to share the good stuff.

You’ve got to understand that people see over 5,000 ads every day. This is a ton of saturation! Much of it goes unnoticed but even a small amount of engagement can lead to brand fatigue. You don’t want that association.

So, what do you do to focus on quality posting? Try:

  • Set up a schedule so you’re publishing when they’re most likely to engage
  • Prune what’s shared so only the best remain vs a feed that’s a mish-mash of quality

Investing a little extra time into each shared item can do wonders for engagement. So, spend that extra on better images or stronger copywriting. Condense all the social media tactics you know into that one thing you’re sharing.

3. Funnel to Facebook

People have their preferred platforms and so your audience is likely scattered around the Web. What you should do is try to bring them all together to Facebook by funneling them there.

Get your FB page link shared on:

  • The main site (in the sidebar and as CTAs)
  • On social media bios and profiles
  • Included in media and ad campaigns

Strive to make your Facebook presence a central hub of activity. This attracts those who love you most and this will lead to an active community. The activity will make it so much easier to engage.

4. Use Facebook Ad Tools

Facebook offers a bunch of paid methods to increase your engagement.

This can include:

…and a bunch of other formats worth exploring as you explore the platform.

By sharing your best stuff, you now have better metrics on the audience. You can then amplify those messages through paid promotion. Every successful campaign builds off the last, creating a blueprint for your success.

Increase Facebook Engagement and Amplify Your Brand

Many people struggle with their Facebook pages. They also run into hiccups with its ad platform. We’re here to tell you that you, yes you, can increase Facebook engagement. All that’s needed is perseverance, good resources, and a guiding hand.

We’ve shared a few of our top strategies for Facebook to get you started.

What comes after you’ve done the basics? Well, let’s talk and discuss strategy. The experts here at our Facebook advertising agency have an incredible knack for delivering exceptional results. We’d love for you to experience this, too.

Don’t wait for success. Reach out and get in touch, let’s make success happen!

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5 Ways To Tackle Social Media Advertising Like a Boss

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More than half of the planet is expected to use social media this year. That’s over 3.8 billion social media users.

Social media has never been more relevant for businesses, especially in a world impacted by COVID-19.

Is your social media marketing campaign up to par?

Keep reading for 5 tips for tackling social media advertising like a boss.

1. Research and Understand Your Audience

Before you even start posting, you have to take a step back and analyze your target audience and your goals. Then you can come up with a game plan.

Some social media platforms, like Facebook, have built-in tools to help you analyze your audience and control where your marketing efforts are focused. Taking the time to develop a thought out strategy can save you time and money in the long run.

2. Create Engaging and Informative Content

Research shows that social media audiences respond best to visual content. Using eye-catching images and compelling videos in your social media marketing campaign is the best way to capture and keep your audience’s attention.

Social media is an excellent way to build a community around your brand. Your posts should encourage your audience to engage with you by leaving a comment, sharing their experience, or even sharing your content with their own followers.

3. Avoid Being Too “Salesy”

Content should be focused on providing useful information to your audience without asking anything of them in return. Doing this helps foster a positive relationship with your brand.

If your content comes off as an obvious sales ploy, your audience will be turned off.

Focus on creating content that is useful for your target audience and they will want to become lifelong customers. You don’t have to constantly remind them that you want their business.

4. Create a Cohesive Marketing Strategy

One of the hardest, yet most important parts of creating a successful social media advertising campaign is creating a flow across multiple social media channels.

Social media is constantly evolving with new platforms like Tik Tok bringing new challenges for marketers. It can feel like as soon as you’ve mastered one platform, another one is thrown into the mix.

This is one of the biggest reasons businesses consult professional social media advertising agencies. The pros are always up to date on the latest social media trends.

5. Track Your Results and Make Adjustments as Needed

Managing your social media marketing campaign is a continuous process. Many businesses make the mistake of setting up a social media campaign but never evaluating how well it’s working.

There’s always room for improvement, even if that simply means seeing what is working and implementing more of that.

It can be time-consuming to focus continually on social media advertising, but this is the best way to get results. Hiring a professional advertising agency not only gets you better results, but it frees up time to focus on your own business.

Let Us Help You Nail Social Media Advertising Like a Boss

As a business owner or manager, effectively marketing your products or services in the digital age means keeping up with continuously evolving trends. The good news is – you don’t have to figure it out on your own.

Our social media advertising experts can help you develop and run a meaningful and effective social media marketing campaign. Click here to learn more about what we can do for you.

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Marketing Your Business With eCommerce Video

Social media marketing has really changed the game. On average, people spend nearly two and a half hours on social media each day. That’s billions – yes, billions – of people scrolling various platforms for over two hours every day.

With that kind of traffic, anyone looking to engage in social media advertising is almost guaranteed to see some level of success. And, if you play the game right, you can target eCommerce video as your most prosperous avenue.

Together, let’s take a closer look at eCommerce video, see why it works, and consider the best platform for your new marketing plan. You’ll quickly see why video is key and want to dip your toes into these prosperous waters.

What Is eCommerce Video?

Once upon a time, companies were encouraged to advertise through imagery. It was important to upload quality images to all websites, social media accounts, and email marketing campaigns.

Today, imagery has advanced to video. Short how-tos and other explainer videos are what people want to see. Consider the amount of time people spend on YouTube watching makeup tutorials, product reviews, and other short episodes.

eCommerce video is a great way to put the spotlight on new products and services in a format that people are likely to consume. By keeping it short, sweet, colorful, and engaging, it’s possible to garner a host of new leads with one short video.

Why Does eCommerce Video Work?

eCommerce video is an effective marketing tool because it has a very high conversion rate. Anywhere from 64% to 85% of people who watch these videos quickly turn from new leads to actual customers.

It’s also a great SEO marketing tool. By adding the right alt tag, hashtags, and meta description to your video, you can attract quality leads to your videos. This can draw in new customers as they’re searching Google for various items and it can work across every social media platform.

By incorporating video into your Facebook, Snapchat, or Pinterest ads, you can reach almost anyone who has an account. Best of all, your ads can be targeted toward your desired demographic.

eCommerce Video for the Win

Platforms like TikTok are making one thing clear: people love scrolling short videos. Sure, other platforms like Instagram and Pinterest are still popular for great imagery and text.

But, they’re also branching out and taking on short video snippets. That’s why Insta stories, IGTV (Instagram TV), and Instagram Reels have skyrocketed. These are surefire ways to spotlight your eCommerce videos

When you’re ready to boost your SEO, take on Google, and master social media advertising, we hope you’ll reach out to us.

Here at Sprague Media, we dramatically increase our clients’ eCommerce revenue on social media through stellar video creatives and intelligent data.

As a social media marketing agency, we focus on leveraging Facebook’s algorithm across all 14 platforms while using old-school techniques to keep our clients omnipresent.

Let’s start with a free audit and strategy analysis. After that, it’ll be time for social media domination and a host of new conversions. We look forward to taking your company to new heights!

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Types of Online Advertising Your Company Needs to Try

Do you want your brand to reach the corners of the Internet that matter?

With over 30 million business in the USA, you’re going to need all the help you can get. Failing to market your business will only result in it getting lost to irrelevance. It’s a surefire way to make your business go bankrupt.

What’s great is that simple advertisements can generate a lot of buzz and save your business from becoming irrelevant. The only things you need to worry about are the types of online advertising and what they can do for you.

Knowing which type of advertisement your business needs can impact your entire marketing campaign. It can be the difference that decides if you get the oomph you’re looking for or if the campaign fails. Read what’s below to know which type is better for you.

1. Display Marketing

Display advertising is among the easiest and simplest ways to advertise your business. They’re also the cheapest, making them the most popular choice for any business that wants to advertise their services.

These include banner ads, landing page ads, and pop-up ads on different websites. This means that it’s everywhere, and people may not notice them at all. You’ll need to create a good ad to make it engaging enough to get noticed.

A good way to do this is to use engaging visuals and colors in the ad. Certain colors make something stand out, and using them is sure to break the focus of the people browsing the Internet.

2. Search Engine Marketing

Search engine marketing is a type of digital advertising method that focuses on using search engines like Google and Bing to market your website. The goal of this advertising method is to put your business website on top of the search results. This is important because there are 3.5 billion searches on Google per day.

This means that there are at least 3.5 people on the platform at any given time. It means that there’s a high chance that people come across your ads when searching for something relevant.

What’s great about SEM is that it also increases your organic SEO score. This helps your natural organic search rate increase regardless of the topic of search. It’s a great way to appear higher on the SERP.

3. PPC Advertising

If you’re looking for a cost-efficient way to advertise your business, pay-per-click advertising is the best choice. As the name suggests, you only need to pay for each click that your ad gets. This ensures that you get your money’s worth when going for this type of advertisement.

All you need to do is pay for the ads upfront and leave it to generate traffic. It’s a great way to keep spendings low if still starting up as a business. It also helps with your ROI since only interested people will click on your ads to check your website out.

4. Social Media Marketing

If you want your ads to get lots of engagements, consider posting them on social media platforms. Most of the Internet’s population go online to check their social profiles. This means that any advertisement on the platform is sure to get noticed.

Any ad on platforms will appear as promoted posts or sponsored stories. This is to tell people that these are ads and not posts from other people. Other ads will appear on the sides of the platform as paid ads.

What’s great about this advertising method is that it allows you to engage with your audience. Social platforms have comment sections and sharing features to increase engagement. These will help you gain the loyalty of potential customers even before they do business with you.

5. Influencer Marketing

Another way to advertise it to have other people talking about your business. This is what people call influencer marketing, and it helps you extend your reach. This is because you will be hiring people to talk about your business to their own followers.

This makes it important to choose an influencer who knows a lot about your services and field of expertise. Doing this ensures that their audience will also find interest in your business. You wouldn’t want to hire a fashion influencer if your main service revolves around technology, after all.

6. Remarketing

Remarketing is a great way for you to advertise to people who already visited your website. This is an advertising technique that involves using cookie-tracking to become effective.

How it works is the cookie tracker follows anyone who visited your website all over the Internet. It will show more ads about your business as the visitor goes to other websites.

It’s a great way to make people interested in your services again. It makes it a good advertising tactic for services or goods that are repeatable. It’s also a good way to entice more people to go back to your website if they didn’t buy something the first time around.

7. Video Marketing

Videos are among the most engaging media today. This is because people find it more convenient to watch a video than read some text. They don’t want to strain their eyes to know about the service they may or may not find interest in.

The only thing you need to do to succeed in video marketing is to create an engaging intro. Once you get their attention, they’re hooked until the end of the video.

Regarding video length, try keeping your video short. People often click out when they learn that the video is more than five minutes in length. You can use formats like Instagram Reels or Tik Tok videos to deliver a quick message to your consumers.

Know the Different Types of Online Advertising Today

The different types of online advertising each bring an advantage to the table. Know which one works best for you and use it in your marketing campaign! Increase your business’s reach and watch it grow and thrive today.

Do you need help with advertising your company? With everything else you’re doing to keep your business afloat, you may not have time to create a good marketing strategy. Contact us here and we’ll help you in any way we can!

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How to Create the Perfect Facebook Advertising Strategy

Did you know that 97% of marketers use social media to reach their audiences? Besides leveraging the organic reach of social platforms, most marketers also invest in paid ads.

Of all the options out there, Facebook remains one of the most popular for running ad campaigns. According to statistics, 93% of social media marketers utilize paid Facebook ads.

If you’re looking to capitalize on the effectiveness of Facebook ads, you’re making a common but smart choice. However, in order to create leads and trigger conversions, you have to fine-tune your Facebook advertising strategy. If you don’t, your ads won’t perform well, and your efforts and ad budget will go to waste.

Ready to learn how to create the perfect Facebook advertising campaign? If yes, don’t go anywhere, because we’re about to dive into the top tips for a flawless ad strategy.

Get Clear on Your Target Audience

Once you have completed the basics of getting started with Facebook ads—such as ad account creation—it’s time to get clear on your target audience.

There’s no point in paying for ads that are not directed at your target customers. The more targeted your audience is, the more successful your ad campaign will be. Failing to target the right audience will bring down the ROI of your ad campaign and basically waste your ad budget.

Fortunately, when it comes to targeting your audience, Facebook is your friend. Facebook’s targeting features, rivaling that of Google’s by far, include options such as:

  • Demographics (including income level, education level, relationship status, etc.)
  • Location
  • Interests
  • Age

To hone in on your target audience, you might need to do a little research. However, once you know exactly who you want your ads displayed to, the ads manager page will allow you to finely target this subset of users.

Be Compelling

Another essential tip when it comes to Facebook advertising is to create compelling ads.

But what makes a compelling Facebook ad?

If you are stuck for ideas, think of it this way. Most people go onto Facebook for entertainment.

If you are posting boring ads that lack flair, you’re not going to stand out in anyone’s feed (or sidebar). The trick is to create ads that provide some kind of draw or entertainment. For instance, humorous ads generally do well because they engage people.

Even if you have to spend twice as long planning and creating your ads, don’t settle for uninspired or run-of-the-mill. There are currently around 3 million businesses actively advertising on Facebook. Of course, not all are direct competition, but when it comes to attention, anything is competition on social media.

Choose Your Ad Types With Care

While you are creating your Facebook ads, it’s also important to consider what stage of the buyer journey you are directing the ads at. Here are the three main buyer journey stages you can target:

  • Awareness stage: prospects haven’t heard of you and need to be introduced to your brands (tip: this is not the stage for hard-sell ads)
  • Consideration stage: prospects have become familiar with your brand (here you can encourage interactions with your content)
  • Conversion stage: prospects know about your brand, and are in the final stage of the buyers’ journey, ready to make a purchase if conditions allow (more direct calls to action are appropriate in marketing messages for this group)

It’s essential that you target the right tone of ads to the different categories of prospects within the buyer’s journey. Imagine if you targeted a prospect in the awareness stage with ads urging them to buy your product? This smacks of traditional hard-sell techniques—exactly the stuff that leaves most people running for the hills.

On the other hand, a more direct approach can be helpful for a prospect who is in the conversion stage. They’ve been wanting to try your product/service for some time, they haven’t gotten around to making the decision, and there your ad’s in their feed, offering them a free trial.

In this example, you do not want to miss out on a conversion, by offering this prospect an “introductory” ad that’s aimed at familiarizing them with your brand. They already know about your brand!

Do Competitive Analysis (AKA Scope Out the Competition)

Competitive analysis is a fancy way of saying spying on the competition. Spying on the competition is always essential in business. By analyzing what they are doing wrong, you can step in to fill needs and gain market share.

Competitive analysis can have many components, but at its basis, you need to find out what your competition (both direct and indirect) is doing, and how you can (or do) meet the gaps in their offering. From here, market yourself on Facebook in a way that lets potential customers know how you top any popular competition brands.

Leverage Facebook Lead Ads

The objective of a lot of Facebook advertising strategies is to lead prospects away from Facebook to a landing page or product.

This can, however, be detrimental to your strategy. Many users go onto the platform because they want to be on Facebook, and not led away to “random” sites.

Facebook offers an ad option called lead ads. Facebook lead ads allow users to take action within the platform on your ad, such as signing up for newsletters, more info, etc. If your ad lends itself to this format, your campaign might benefit this in-platform option.

Test Drive Your Campaign on a Small Scale

Most online marketers will tell you that ad testing is invaluable for optimizing campaigns. Facebook offers a split-testing feature where you can test out ad visuals to determine which create more conversions.

With this feature, you can play around with things like font colors, visuals, and more.

Track Your Ad Campaign Data and Refine

Once you have set up your ad campaign, make sure you monitor your analytics and refine your strategy from this data. By analyzing metrics like click rates and engagement you can determine which ads perform best for your brand.

Lastly, don’t forget to also engage in organic social media marketing. Paid ad strategies tend to work best in conjunction with organic marketing.

Need Help With Your Facebook Advertising Strategy?

With patience and the right techniques, creating the perfect Facebook advertising strategy is possible. If you start by implementing the above strategies and tips, you’ll be off to a great start with your campaign.

However, learning how to advertise on Facebook takes time and practice. If you want to enjoy maximized results right away, you can also choose to hire a company like us to professionally create your Facebook advertising strategy.

Here at Sprague Media, social media marketing is our game, and we’re good at it. What’s more, we hold ourselves to a high level of accountability with our clients because we know trust’s earned in this industry.

If you would like us to kickstart your Facebook advertising campaign for maximum lead generation right off the bat, contact us today.