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!

instagram advertising agency

How to Increase Instagram Followers in 4 Easy Steps

Did you know that Instagram’s median engagement rate is 1,700% more than Facebook and 3,300% higher than a tweet?

For brands marketing themselves on Instagram, this is good news. However, to enjoy these high engagement rates, you first need to increase your Instagram followers and build traction on the platform.

If this has started to feel like an insurmountable task for your business, then don’t go anywhere. Because we’re about to share with you the top 4 failproof steps you can take to boost your following.

1. Optimize and Brand Your Page

The first step to gaining a loyal bevy of Instagram followers is to optimize and brand your page. This includes creating an on-brand bio, incorporating a relevant link to drive traffic to your site, and adding a profile image.

Besides this, you may also want to include hashtags in your bio.

2. Post Content People Want to See

The next fail-safe step to increase your Instagram followers is posting high-quality, engaging content on a consistent basis.

Although 80% of people on Instagram follow a business, they’re not likely to follow your page if all you share on it is shameless self-promotion.

Instead, tailor your Instagram strategy around creating content that tells your brand story, builds a relationship with your audience, and showcases your brand’s voice.

To do this, you should engage in visual storytelling and craft compelling captions.

3. Engage With Your Audience

If you want to increase your audience on Instagram, it’s essential that you engage with them. Building relationships with leads is an essential social and digital marketing skill, and responding to your Instagram followers is an ideal way to do this.

Are you getting comments on your posts? If so, don’t only reply to them, but head over to those people’s profiles and like a few of their posts.

You can also initiate engagement on your posts by asking questions in your captions or even running polls.

4. Use Targeted Hashtags

When it comes to hashtags, #targeted is the way to go.

At first thought, it might seem logical to target bigger hashtags. However, this means that when people do a search on Instagram, your content will probably be lost in a sea of competition.

On the other hand, if you choose to use more targeted hashtags, these have a higher likelihood of being found in search. For instance, say you run an online clothing shop that focuses on bohemian fashion for women. Instead of trying to be found just with terms like #fashion or #style, you could leverage more target hashtags, such as #bohofashion, #bohemianfashion, #bohostyle, etc.

Another top hashtagging tip is creating branded hashtags. These are hashtags that feature your brand’s name, slogan,  or something else that’s specific to it. Besides coming up with branded hashtags, you should also cross-promote them to increase their exposure.

Implement These Steps and Increase Your Instagram Followers

If you want to increase your Instagram followers, be aware that it will take time. However, the sooner you start implementing these steps for growing your audience, the faster you’ll start hitting those follower targets.

In the meantime, why not leverage Instagram advertising? Instagram allows for highly targeted and cost-effective ad campaigns that you can use to supercharge your business.

Need help? We are experts in social media advertising. Click here to get a free audit where we will dive into your analytics to devise a three-month advertising strategy for your team to analyze.

Brainstorming process. Photo young business crew working with new startup project.Notebook on wood table. Idea presentation, analyze marketing plans. Blurred background, film effect.

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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Young girl using smart phone, Social media concept.

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!

instagram reels

Ti(c)k To(c)k! Is Using Instagram Reels for Marketing Worth Your Time?

Instagram is a staple for social media marketers. The platform has over 1 billion active monthly users, 500 million active daily users. Instagram has recently launched a new feature, Reels.

If Tik Tok is anything to go by Reels might be the next big thing in marketing and advertising. So are Instagram Reels worth your time? Here is our guide to the pro and cons of Instagram Reels for social media marketers.

What Are Instagram Reels

Instagram Reels is very similar to Tik Tok. Users create 15 to 30-second videos set to music that are shared to their Reels, stories, and explore feeds. Instagram Reels videos have the Reels icon in the lower-left corner of the video when you view it. If someone you follow uploads a reel, you’ll see that in your home feed.

If you have a public account you can share Reels to dedicated spaces in exploring, where anyone in the world can view it. When you share Reels with specific hashtags, effects, or songs your reel could appear on dedicated pages. Meaning anyone searching for content like yours will find it.

At first Reels may seem very similar to Instagram stories, but there are some important differences. Stories let you share your entire day, not just those you want to keep on your profile. Reels is more about creating engaging content and offers far more creative tools. And when you share a reel anyone can see it on the explore page, whilst stories only go to your followers.

Benefits of Instagram Reels

When Facebook (who owns Instagram) rolls out new features they give priority to the content using the new feature. Reels creators are reporting higher engagement and reach than on other content, even when using the same content in different functions such as the story.

Reels are easy to create. Video content requires a lot of work, time, money, and production. But the Reels feature is designed to take all the work out of it. Reels are short videos, 15 to 30 seconds and the videos can be created entirely within the app. All the editing and creation tools exist inside Reels and the best part is these tools generate trends.

Unlike stories, your Reels content is permanent. This means you can get much more creative with Reels. You can develop your brand identity, tone, and themes quickly. And because Reels are so quick to create it is easy to batch make content that follows on from one another. And you can repurpose your Reels as stories and feed content.

Instagram Reels Are Perfect For Businesses

Tik Tok has a reputation for being all about dancing videos. And this has flowed over to Reels. And this is not true. Reels offers businesses are a really interesting way of engaging with its customers.

Tutorials, step-by-step videos, tips, and insights for your industry are doing well on both Tik Tok and Reels. For example, if you are a florist, short videos explaining when a man should buy his wife which flowers would be a big hit.

Businesses can also get very creative with Reels trends. When a trend becomes viral everyone starts following suit. This is a creative opportunity for your business to find a way to do that trend unique for your business. Dong this well will leverage the organic reach of the platform.

Reels Or Stories Or IGTV

Ideally, you have the time and resources to be smashing out content across all of Instagram’s platforms. But this isn’t always the case. If you need to choose where to focus your attention you will need to consider which video content platform you want to share on Reels or Stories or Instagram TV.

Reels are easier to share than stories. Unless you are tagged in a story you cannot share that story on your own story. And you can’t share stories to your profile. Reels can be reposted on your own feed and story, and other users can share your Reel to their story or home feed. This allows you to reach a much wider audience much faster.

Reels offer far more visibility because you can apply up to 30 hashtags. Stories are limited to 10 hashtags. When you create a Reel and nail the hashtags you can put your content out in front of so many more viewers, as they will find it in a range of hashtag feeds. And because Reels are permanent the chances of people seeing the content increase significantly.

Because Reels have only just been launched Facebook is not yet monetizing the Reels feed. This means no ads. And while you cannot advertise in the Reels feed, you can use reels to create retargeting audiences.

Reels can be used to create video views custom audiences for retargeting. This is big-time if you use Facebook and Instagram ads as part of your marketing approach. If your audiences are engaging well with your Reels content you can redirect them to move closer to the next step to buying from you.

Cons of Instagram Reels

Whilst early adopters are prioritized by Instagram, your users may not be all that familiar with Reels yet. At present, Reels are not that easy to find. Instagram has recently give Reels its own feed. Here you users can scroll through an explore feed for Reels only. To see Reels of pages they already follow they will have to scroll through their own home feed.

An important downside of Reels currently is that you can’t schedule them. For many marketers that is a key part of their strategy. This can make adding Reels to your strategy difficult and may not yield the returns you are looking for.

People who watch Reels do not read captions. This means you need to spend less time on copy and make sure your call to action or key message is in the audio and text overlay of the video.

Is Instagram Reels Worth Your Time?

As a business owner or marketing professional Instagram Reels has a lot to offer. Especially if you are an early adopter. Reels offers creators a lot more flexibility and reach than stories and IGTV. And the best part is they are easy to make and share. We recommend exploring how you can add Instagram Reels to your marketing strategy. And if you need help we can assist you and deliver an amazing return on your marketing investment.

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How COVID-19 Is Shaping the Future of Influencer Marketing

Almost 200 thousand people have died from COVID-19 in the United States.

Since COVID-19 hit America, there have been lockdowns, people are quarantined in their homes, and some businesses have closed permanently. In fact, more people are figuring out ways to do things safer, especially when it comes to shopping online.

Many businesses are having to change their approach when it comes to making it safer for the customer to shop at their business, particularly when it comes to marketing.

Other businesses are learning how COVID-19 is shaping the future of influencer marketing, changing how people buy things from businesses.

If you want to see how COVID-19 is changing influencer marketing, then this article will have everything for you.

How COVID-19 Hurt Businesses

A lot of businesses have shut down permanently due to COVID-19.

More people are staying inside due to the mandatory quarantine, and businesses were forced to close their doors because they couldn’t afford to stay open. Brick and mortar businesses were especially hurt by not having an online presence.

When businesses did reopen, they were still hurting because people stayed indoors. People were afraid of catching COVID-19.

As businesses still try to recover from COVID-19, it’s important that they remember how to build trust when customers. Influencer marketing can help build this trust with customers. Influencer marketing can help people see the authenticity of a business.

Here’s how influencer marketing will be different after COVID-19.

More Micro-Influencers

While influencers have a larger following on social media, micro-influencers tend to have a stronger relationship with their followers.

If you hire a micro-influencer, your business can benefit from followers who have a strong relationship with these influencers. Your business can benefit from followers who are real and will listen to influencers.

Some influencers, not micro-influencers, will buy fake followers to make it appear that they are more influential than they actually are.

More Transparency

Before COVID-19, social media influencers didn’t need to disclose a brand. They didn’t need to talk about what they were advertising. But now there’s more of a need to be transparent.

Influencers need to be upfront with what they are advertising in order to avoid false advertising. When an influencer is transparent with the consumer, more trust is being built.

Consumers want to know what’s being advertised to them. They want to know what the influencer recommends or what they recommending based on their relationship with certain brands.

More Video

One of the ways influencer marketing will change after COVID-19 is with videos. In fact, more videos will be shown since they have a higher engagement rate.

Videos are a great way to show the safety of a business and what is happening with a business after COVID-19.

More influencers will take advantage of video to talk about safety protocols, entertainment, or something else that will help engage consumers.

Relationships Matter More Than Ever

One of the most important ways influencer marketing will change after COVID-19 is the way relationships are built with consumers.

For example, when COVID-19 is over, people will need to return to businesses or they will go with a business that offers them the most trust. Influencers will have a major impact on what customers will do after COVID-19. They will influence people to buy at certain brands that offer safety and credibility.

That’s why influencers will need to improve their relationship with their followers. Consumers may be hesitant to shop at certain businesses given COVID-19.

One of the ways that influencers can improve their relationship with their followers is being consistent in their engagement as well as being transparent. Consumers want to know who to follow and who’s going to provide the most helpful tips and advice after COVID-19.

How Businesses Can Benefit

Businesses can benefit from influencers after COVID-19 because a lot of influencers will be looking to build a connection with certain brands.

Influencers want to help business brands recover after COVID-19, which is why they are looking to partner with them. However, if a business does hire an influencer, they should make sure that they are original and don’t buy followers.

In addition, when a business does hire an influencer, they can quickly rehabilitate its brand image if it took a hit during COVID-19.

Another benefit for businesses if they hire influencers after COVID-19 is that they can reach their target market. You can have an influencer talk about your business and how you are recovering during COVID-19.

When you have an influencer talk about your business because of the relationship you’ve built with them, it can help create a deeper connection with your target audience. Your ideal customer will understand what happened to your business during COVID-19 because of what the influencer conveyed to them.

Overall, when you have an influencer you partner with and who cares about your business, it can help boost your business because you’ll attract more followers. More people will find your business and understand what you are going through.

Now You Know How COVID-19 Is Shaping the Future of Influencer Marketing

Learning how COVID-19 is shaping the future of influencer marketing is critical to know if you’re an influencer or a business. You need to know what strategies to incorporate and what to do after COVID-19 is over that can give you the best chance at success.

However, the most important thing to remember about how influencer marketing is changing is that there’s more of a focus on relationships. More people want a worthy influencer to trust when it comes to safety and where to buy.

If you want help with your marketing strategy, you can contact us here.

Time for something new on blackboard

The Benefits Of Hiring A Portland Advertising Agency

Are you a business owner who wants to take your company to the next level?

Whether you are based in Oregon or across the United States, our Portland advertising agency can help you with your marketing needs.

Businesses across the country are outpacing the rest of the world when it comes to advertising efforts.

In 2016, businesses in the United States spent nearly $191 billion on advertising costs. That’s more than double the next closest country, China, who spent just over $80 billion!

But what are the benefits of hiring a Portland advertising agency like Sprague Media to help you grow your business?

Experience & Expertise

An effective advertising agency has experience and expertise in the industry. They also understand how to tailor a plan of action that works for your business.

Our Portland advertising agency has worked with many companies across the country and our process is results-driven.

For example, our Facebook ad campaign consists of a three-step process that is designed with your bottom line in mind.

Discovery & Research

We make it easy to connect with us to help establish a relationship with your business.

We get a feel for what your goals, priorities, and competitors are in your industry. Once we learn these things, we get to work to help you establish a way to reach those goals.

We do this through extensive research in your industry and by being aware of the trends in your area.

Testing & Implementation

Once we gather the data we need, we test the ads that will work best for your business. We take an in-depth look at how consumers are reacting to these. Once we determine what works and what doesn’t for you, we implement your ad campaign.

Optimization & Scale

But establishing your advertising campaign is just the start. A results-driven process is rooted in monitoring and optimization. Facebook is a valuable advertising tool, but it’s different from the advertising of old. We have the experience to recognize patterns on this social media platform and tweak things where needed.

Develop a Brand

While advertising campaigns are meant to improve your bottom line, an important part of this is developing a brand along the way.

What is developing a strong brand? Let’s use Nike as an example. The popular sports clothing company provides an often studied way of creating a brand recognized across the country (and the world)!

What’s one of the first things that come to mind when you hear the word “Nike” or see its well-known swoosh logo?

It’s probably sports or an active lifestyle. At the very least, people connect the swoosh with Nike.

In a report from the New York Times, research showed that 97% of Americans recognized the swoosh as belonging to Nike.

That’s a powerful tool and gives Nike an advantage over their competitors. But creating a brand with that sort of recognition doesn’t happen over night. It’s part of a successful, sustained marketing campaign.

Our Portland advertising agency understands that creating a powerful brand comes through things like targeted marketing, a strong logo, and creative advertisements. In order to do this, we help you better understand your consumer base and how to tap into it.

Search Engine Optimization (SEO)

If your business has an online presence, search engine optimization (SEO) is arguably the most important aspect of your website.

SEO is a marketing process where your website drives traffic and increases your brand awareness by optimizing your rankings in search engine results.

After all, you can have the best website on the internet but if it can’t be found what good does it do for your business or prospective clients?

But SEO isn’t throwing darts at boards and seeing what sticks.

Our Portland advertising agency is experienced in analyzing keywords and phrases that optimize your web presence online. Through accurate information across your website and other places online, we can help you increase your SEO.

Local SEO

Local SEO is exactly what you might imagine. Developing search engine optimization that is designed to provide your business with the strongest results in your local market.

If your business is targeting local consumers it’s important to understand what they want and to ensure you are one of the top results in your industry.

How important is it?

According to Searchengineland.com, 46% of Google searches are local and 78% of those result in offline purchases!

It’s a staggering statistic that illustrates the significance of local SEO.

But how do we do it?

One of the ways is by ensuring that your landing pages and web presence contain up-to-date information. Consistently accurate information like your office location, store hours and phone number are used by search engine crawlers to help you in this regard.

Being proactive with your web presence across all platforms can be a time-consuming task for your business, but that’s one of the ways we help out!

Not placing enough emphasis on local SEO is what can keep your business from being discovered in your area.

Creating Unique Content

In today’s digital age, offering good content is an important part of a marketing campaign. Especially on the internet, where web surfers want high-quality images, HD video and things of that sort.

Our Portland advertising agency can help you develop unique content in your marketing efforts in an appealing way to your clients.

When it comes to online marketing, an increasingly bigger portion of content is coming in the way of video footage.

According to a study by Cisco, video will make up 80% of the internet’s web traffic by 2019!

You need an advertising agency with a forward-looking view of where things are headed not online but in print media, too.

At Sprague Media, we deliver a creative mix of content for your businesses advertising campaign with an eye towards the future.

Thinking Outside The Box

When you hire a Portland advertising agency to head up your marketing campaign you get the benefit of an outside perspective of your business.

As someone working with your business from the outside, our firm can help you develop new ideas. We will see things from a different angle than you or your employees.

Part of being a strong advertising agency is bringing an unbiased opinion to your client. An advertising agency comes to the table with a fresh set of eyes and ears.

This can help to facilitate the communication process within your business.

With this unique perspective, we can see your product or service in a way you may not have considered. This is a helpful consideration if you are torn between hiring an advertising agency or keeping your marketing efforts in-house.

Grow Your Professional Network

When you hire an experienced Portland advertising agency you can leverage their professional relationships across other industries.

Have a product or service that you think may complement another industry?

Advertising agencies work with companies across a wide range of fields. This is beneficial to you as a business owner because it can help open doors for you.

Save Time & Money

As a business owner, there are a lot of things for you to focus on. This can be one of the most challenging aspects of being an entrepreneur today.

Product development, business expansion, and sales are a few things a business faces.

When you work with our Portland advertising agency, you tell us where you want your business to go. From there, we handle the rest.

We work with you during the process to help you refine your marketing campaign. But our focus on helping your business means you have more time for other tasks.

This way your time is spent interacting with your customers. You also have more time to find better ways to deliver your product.

You’ve also got more time to network with other businesses and create strategic relationships.

Without an experienced advertising agency, you may go through a trial and error period. That won’t get you the results you want and will waste valuable time and money.

There are also relationships that advertising agencies have with ad companies. This can help them receive better pricing than if you tried to do it yourself!

Check out our impressive list of business partners!

Hiring a Portland Advertising Agency

The decision to hire an advertising agency is a big one that can have a lasting impact on your business.

At Sprague Media, we understand that there are a lot of options for your business. With that in mind, we dedicate ourselves to delivering you the best marketing campaign possible.

We use a unique mix of experience and creativity to create a one of a kind campaign with a long-term focus in mind. We make ourselves available to your business to timely address your questions.

A big part of a good marketing campaign is developing a strong message. We will help you do this by learning about what your market wants. Then creating a unique message that resonates with their needs.

Contact us today to learn more about how we can help your business establish an effective advertising campaign!

how to create a facebook business manager account

How to Create a New Facebook Business Manager and Ad Account

Follow these 4 steps to get your Facebook Business Manager ad account up and running.

Setting up Facebook Business Manager and Ad accounts are quick processes that could leave you wanting to smash your computer, if you don’t have proper guidance. We wrote this guide, so you don’t have to experience the same nuanced issues as countless advertisers before you…

Below are the 3 steps that we’re going to cover to leave you with a fully functioning Business Manager and Facebook Ad account:

  1. Create a Facebook Business Manager
  2. Add a Facebook Page to your Business Manager
  3. Add a Facebook Ad Account to your Business Manager

STEP 1: CREATE A FACEBOOK BUSINESS MANAGER

Facebook Business Manager is the hub for managing all of your Facebook assets and campaigns. To create a Facebook business manager, visit business.facebook.com and select Create an Account.

When you’re asked to log in, you will log in under your personal Facebook account. If you don’t have a personal Facebook account you can create one at facebook.com/r.php.

STEP 2: ADD A FACEBOOK PAGE TO YOUR BUSINESS MANAGER

When creating a Business Manager, it will prompt you to Add or Create a Page. Your page will be the face of your business on Facebook. You can use your page to share organic posts and will also need one to create paid ads.

If you’re not prompted to create or add a Page during the setup process, follow these steps:

  1. Click the Gear Icon to navigate to Business Manager Settings
  2. Under the Accounts dropdown select Pages
  3. Click +Add and select Add a Page or Create a New Page

STEP 3: ADD A FACEBOOK AD ACCOUNT TO YOUR BUSINESS MANAGER

Now that your page is set up, you’ll be able to create an ad account. The process is similar to creating a page:

  1. Click the Gear Icon to navigate to Business Manager Settings
  2. Under the Accounts dropdown select Ad Accounts
  3. Click +Add and select Add a Page or Create a New Page

Congrats, you have now set up a Business Manager, Facebook Page, and Ad Account for your business. You’re now ready to start bringing in new customers!

Looking to start advertising with Sprague Media? Follow the setup and account linking process we’ll send you. If you have any questions about how to set up your account, don’t hesitate to reach out. We’re here to help!

how to drive ecommerce sales using facebook ads

How to Drive eCommerce Sales Using Facebook Ads

ECOMMERCE SALES MADE AMAZON WHAT IT IS TODAY

The reason?

No, it’s not technology…

Buyer’s habits have changed to a point of no return.

More and more people avoid hours stuck in traffic, long lines at the supermarket or retail store, and all the not-so-fun aspects of the usual buying experience.

Who can blame them?

According to Statista, in 2021 over 2.14 billion people worldwide are expected to buy goods and services online.

Facebook and Instagram know it well.

Long gone are the days where being noticed on Facebook was “free”.

It’s never been, really.

Posting might be free, but what about the time dedicated to build an effective Facebook strategy? And the time to create those posts, share, comment, testing, analyzing…?

But that’s a topic for another day.

Facebook’s pay-to-play policy is more alive than ever, and the businesses making it BIG are leveraging the potential of Facebook and Instagram ads to promote their products and drive more sales than ever.

Research has shown that social media drives purchasing decisions.

An e-store that sells your products 24/7 sounds exciting.

In fact, it is!

…until time goes by without the amount of sales you’d like to see – if any at all.

You’re eCommerce store alone won’t do the trick.

And unless you’re willing to wait months, or YEARS, to see cash-flow, organic social media posts won’t do it either.

How much longer will you wait to drive sales to your eCommerce business with Facebook and Instagram?

If you’re ready to stop treating your website as a physical store -and losing lots of money in the process! – keep reading…

We are recognized as a top E-Commerce Design & Development Company on DesignRush

How to drive eCommerce sales using Facebook Ads

STRATEGIC SEGMENTATION

Making the most out of Facebook and Instagram advertising goes beyond just using the Business Manager.

The use of a specific tools alone is far from guaranteeing optimal results in your campaign.

A strategic segmentation is what creates the magic.

In a few words, it means know your audience.

Who are most in need with that you offer?

  • What are they looking for?

  • What are they interested in?

  • What’s keeping them up at night?

Attractive copy and graphics can bring eager people to go to your website and buy what you offer, if they see your ad at all…

To put your irresistible offer in front of those willing – and ready – to buy, here’s some aspects to consider in your existing, or future, Facebook ads campaigns:

Location

Do you own a local business, but sometimes get likes and engagement from people overseas?

Whether it’s a retail store, a restaurant, a legal office, targeting people located in your city, and surrounding area increases your chances of getting engagement and business from people across the street!

Take advantage of any events happening locally, like fairs, trade shows, conferences, concerts, and more, that your target audience might be interested in.

If you’ll be there, tell them!

If there’s a raffle or other promotion they can be part of, let them know through Facebook ads.

Your campaign can be even more effective if combined with related organic posts and offline actions like sponsorships and collaborations with other participants.

Contextual messages can also increase exposure and engagement from an audience located in a specific neighborhood, city or county.

For example: if it’s cold or rainy, invite them to buy raincoats and jackets on your online store.

This is something global business don’t have.

Use it to connect with the locals.

Facebook improves campaign segmentation allowing you to target people within a custom mile radius (min. 1-mile).

You can even type your address and people living, working, or visiting that area will be able to see your ad.

Targeting high-end potential customers?

Use your knowledge of a certain area or city, and specify neighborhoods or sectors they visit frequently.

Which places would they like to visit in the city?

Think about restaurants, hotels, spas, and more.

See more information about Facebook location targeting here.

Behavior

Facebook has more information about us than we think.

If we like to go out a lot, if we travel often, even if we’re likely to move soon… gold for any advertiser.

Depending on the goals you have for a specific campaign, you can target people that have liked your page, interacted with your e-store, or a product landing page in the last 30, 60, or 90 days.

Especially those that visited the check out page but didn’t complete the purchase.

Have you ever seen Amazon or Ebay ads “following” you throughout your Facebook newsfeed or the through random web banners?

And what about those that purchased at least one of your products lately?

Cross-sell and up-sell can bring more cash to your business.

If they bought a jacket, maybe they need also a sweater, a hat, a pair of boots?

Or, instead, you prefer to give a first-purchase discount to those that just found you on Google or Bing?

Thanks to behavioral targeting, the possibilities to attract more buyers and reinforce the relationship with them after purchase are huge.

Interests

Knowing your target audience means knowing the topics they’re most interested in:

  • Are you trying to attract fashionable women or men?

  • Interested in luxury goods and traveling frequently?

  • Do you target family-oriented millennials learning about marriage and parenting?

Facebook offers a wide and always growing variety of interests to choose from.

They know which posts we engage with most, which links we’re likely to click on, and products we’ll have a tough time saying no to.

No matter what kind of products you sell, Facebook has interests to choose from.

Make sure you know your audience enough to pick wisely in order to optimize your budget use.

Timing

Besides behavior and interests, another aspect you want to consider in any Facebook ads campaign is timing.

Any holidays coming up?

Christmas, Mother’s and Father’s Day, St. Valentine’s, Thanksgiving and more are high season for retail stores.

Hell! GO CRAZY – here’s an awesome resource showing every holiday (yes… there’s one just about every day!)

Whether they sell offline or online, people are busy trying to find the perfect gift.

Give them a hand.

According to Google, 61% of shoppers are open to buying from new retailers during holiday season.

So if reaching a new audience and attracting more customers is among your plans, you better create Facebook ads campaigns that reach those people.

And what about those non-official, fun holidays, like National Dog Day, Black Cat Day, Siblings Day, Workaholic Day or even Plan a Solo Vacation Day?

Make sure to include those days in your content marketing strategy, and plan Facebook ads campaigns accordingly.

More than one dog or black cat owner, sibling and workaholic in need of a vacation will be grateful!

How can you tackle the “low seasons“?

There are birthdays and anniversaries throughout the year, so new product launches, promotions and discounts will be welcomed.

Life Events

Big life changes require investments, so here’s another powerful way to attract new customers to your online store.

You can target engaged people, recently married, parents of young children, even their friends!

They have a lot of things to think about, so if they need ideas for gifts, children toys and other supplies, or a new home, they keep your business in mind to fulfill their needs.

VIDEO

Go to your Facebook feed right now.

What do you see?

Besides family and friends publications, it’ll be loaded with videos from mainstream media and blogs.

Coincidence?

Far from it.

It’s known that in the last years, Facebook has reduced dramatically the reach of organic posts, but with videos the story is different – especially videos uploaded to the platform.

Since Facebook treats YouTube videos as any other link, Facebook native videos have up to 86% higher reach.

That’s not all: another study found that Facebook videos got 477% more shares and 530% more comments!

It’s not hard to tell why Facebook awards their native content.

That being said, what are you waiting for to leverage video in your content marketing and Facebook paid campaigns?

One must is using video to inspire your audience.

60% of shoppers say they have made buying decisions after getting ideas and inspiration from online videos.

Here’s more to understand how videos perform on Facebook.

STORIES

Although stories are a recent addition to Facebook and Instagram experience, they’re quickly getting their share in users’ preferences.

As of June 2018, 400 billion users watched Instagram stories on a daily basis.

That’s not all: According to Ad Espresso, story Ads increase ad recall, purchase intent, message association and, of course, CTR.

These statistic are based on Instagram, so in the Facebook Ads Manager you can set up your campaign to include Instagram Stories into the mix.

And get ready for more branding, engagement, and sales.

OPTIMIZED LANDING PAGES

Ok, your Facebook Ads campaigns are properly segmented, you’re using videos and stories to connect with your target audience, and there are clicks.

Lots of them if you’re doing things right.

But not as many conversions.

People visit your store and product pages, but they don’t buy.

Some of those reasons might be out of your control – limited budget, personal taste, etcetera – but there are things you can do to improve customer’s buying experience.

Like an optimized landing page.

  • Is it easy for the customer to find what she’s looking for?

  • Titles, subtitles, descriptions and product specs are easy to read and understand?

  • Do the pics reflect the quality of your products or, instead, they look pixelated and unprofessional?

  • Are Call to Actions (CTA) easy to see?

  • Is the pricing and shipping information clear?

Remember, you’re trying to earn their trust so they feel confident enough to buy.

If your website doesn’t look professional, they’ll just come back to the search results and click on the next link.

And all the hard work put into your campaigns will be lost.

To prevent that, make sure you invite the right people to the party (Facebook ads), and once they say yes, they find a clean and enjoyable environment to connect with you.

Through email marketing and lead nurturing, you can keep the conversation going.

Emails in their birthdays, abandoned carts automated sequences, or when they have over 6 months without buying another product, all these are opportunities to keep on their radar and raise their interest in what you offer.

RETARGETING CAMPAIGNS

In a traditional store, if a customer left without buying, the sale was lost – forever?

Most likely.

That’s not the case with eCommerce, and with Facebook as your ally how many more buyers would return to your website to complete the purchase?

Some came, saw and bought.

Others might come, see and leave.

But you can bring them back with retargeting campaigns.

You might remember being “followed” around the world wide web with products you checked recently, but didn’t buy.

Between the interest and the buying process, life can get in the way.

Here’s a shocking number: 72% of buyers tend to abandon their shopping carts without completing the purchase.

Image how much more cash would a retargeting campaign bring to your business.

According to Neil Patel, through retargeting campaigns you can remind someone who visited a specific product page, promote cross-sells and upsells, promote discounts as incentive to complete the purchase, related product categories, and show ads to people when they’re on a mobile device.

With retargeting, you add another touchpoint in the relationship so you’re bringing those people from the top (cold audience) to the bottom (hot lead) of your sales funnel.

Reminders, special promotions and content that offers additional value can help them to come back when they’re ready.

With internet and reviews, customers take their time to research before buying new products online. Especially high value products.

So as an eCommerce owner, ensure you reach them and provide the information needed to gain their trust and encourage them to buy.