search engine marketing

Social Media Marketing vs Search Engine Marketing

As a brand, where should we focus more of our budget on, Social Media Marketing or Search Engine Marketing?

There is no hard and fast rule on which is better or which you should prioritize over the other.

However, it’s important to remember that the two are not exclusive to one another.

In order to have a successful marketing campaign, both Search Engine Marketing (SEM) and Social Media Marketing (SMM) must be utilized together.

It’s important for companies to create comprehensive social media marketing strategies in order to ensure that they reach their audience and are able to connect with them in an authentic way while also ensuring that they follow SEO best practices as well, such as optimizing site content for organic search engine listings.


The biggest advantage of social media marketing is that its cost effective, especially when compared to the advertisement costs incurred through search engine marketing.

With search engine marketing, you are paying to reach your audience, which could be good or bad.

The main downside of SMM as opposed to SEM is that it’s a time consuming and reactive method of promotion.

You can’t necessarily control your follower base or manage them in the same way you can with SEM.

But you can offer promotions through different channels and target your followers based on their online activity and behavior.

Because social media is such an organic presence on the web, you have to be careful about what content you post to your page(s).

It can be a tool business owners use to get the word out about their company and products, but it’s also a great way to socialize with existing customers.

The benefits of social media are many, and it may be something you want to begin using in your company’s marketing campaign.

You just need to make sure you’re doing everything correctly so that your followers are engaged, coming back for more, and becoming loyal customers.

You also want to make sure that your content is engaging and useful.

It’s okay to promote your business and offer deals now and then, but don’t make this the focus of your page(s).

What might be considered effective in terms of engagement on one platform, might be seen as spam on another.

For example, if you post too many pictures on Pinterest, many users will lose interest and stop following you.

The goal is to strike a balance between search engine marketing and social media marketing that ultimately generates leads for your company while also building up your social media presence and reputation.

Social media can be seen as a way for companies to connect with their customers and promote themselves in ways they might not have thought about before.

Because SMM is an organic process, it requires more work on your part to maintain your online presence.

You need to spend time interacting with your audience and engaging them with valuable content.


If given a choice between spending time on SMM or SEM, choose SMM because it’s cheaper than SEM and can generate a lot of interest in your brand simply because users are more likely to follow or like your page if they see others doing the same.

Search Engine Marketing is something you can focus on once it starts to produce results.

As many companies are turning to social media marketing as a way of promotion, you want to create profiles for all available sites that allow businesses like yours the opportunity to establish an online presence.

How Lookalike Audiences Can Increase Advertising Efficiency

How Lookalike Audiences Can Increase Advertising Efficiency

Lookalike audiences are used on all social media platforms as a great way to target consumers based off your past customers, specific website events, or even email lists.

Essentially, these lookalike audiences allow you to target people who have similar interests, traits, and buyer behaviors as your current customers.

What is a Lookalike Audience?

Lookalike Audiences are created by placing your past customers into a database that has the characteristics of your target market.

For example, if you own a content marketing agency, you would target your email list and the customer data you have on file with Google Analytics for the same segment of people who are interested in content marketing.

Creating these lookalike audiences is important because they emulate an audience’s behavior or interests without requiring any additional effort from the marketer.

Rather than targeting all of your current customers based on their behaviors, interests, and demographics, lookalike audiences give marketers a way to target consumers who have similar traits as their previous customers.

Let’s break it down:

  • The business finds a list of customers who are already on the platform (e.g., Facebook).
  • The business creates an ad that displays the same characteristics of their current customer base, such as age, gender or zip code.
  • That ad is then sent out to people who are in that similar demographic location around the world (or in specific geo locations).

This type of advertising is effective because it allows businesses to expand their reach and target new people who may be interested in their products based on what people similar to them have already said.

Facebook has an advanced Ad Create tool that allows businesses to create a customer list and then find other users that are a good match for those customers.

Here’s how it works:

  1. Step 1: Start with your current customer base. If you don’t have a list, just input a few key profiles of the people that are likely your customers (e.g., age, gender, zip code).
  2. Step 2: Lookalike audience is created by filtering users based on what you input. Facebook identifies similar users to your current customers.
  3. Step 3: Ad targeting is based off these lookalike audiences. Which means that if you were to send an ad out to potential customers, those who match the characteristics of your initial customer base will get the ad on their Facebook feed.

There are several benefits to lookalike audiences:

  • They are easy to set up and can be set up within minutes.
  • They allow businesses to target the right buyer, based on what people who are similar said about their products.
  • They save time as it allows businesses to achieve the results needed without having to spend months or even years searching for a new buyer demographic.

The main argument against lookalike audiences is that they do not provide enough unique information.

Because people have similar traits, interests, and behaviors to those in your customer base, they may not be different enough to springboard into a purchase.

Let’s take an example:

Let’s say you are a shoe company (you know your demographics – let’s use the average shoe size in the US as an example).

You could create a lookalike audience of 1,000 people who are around your average shoe size.

This means that if you wanted to target the exact same audience that is already buying your shoes, you would need to get 100 people into those 1,000 lookalikes.

This is obviously not very useful.

However, with a lookalike audience, you could target the right buyer demographics (i.e., people who like your product and are in an area where they are likely to purchase).

If you showcased ads to these 1,000 people that were a similar match to your current customer base, chances are they would get the ad that you would have been able to target.

Another argument against lookalike audiences is that it relies on past data.

People on a platform today do not represent the buying behavior of a brand’s past customers.

This can be especially useful in an environment where there are so many brands.

If a business’s customer base is large enough, they may find that they have to create a lookalike audience of customers who had similar traits, interests, and behaviors as their own main customer base.

As we mentioned above, this is a problem because most people do not share their buying habits with the brands they purchase from.

However, if more businesses used lookalike audiences and placed ads to these more loyal customers based on their past customers’ traits, interests and behaviors – those that shared their habits with the brand – those ads would probably be more effective.

In summary, lookalike audiences are great for businesses that have a small customer base, and when things are more in sync with what their customers are buying.

They do not work as well to target new customers and for larger businesses who would need to devote more resources to create these customer lists.

NOTE: When using the Lookalike Audiences tool:

  • If you want to use the US as the example, you must be using a Facebook Page or a Business Page rather than a personal profile.
  • It is recommended that you use these audiences mostly for non-US audiences (e.g., UK, Australia, New Zealand).
  • It is also recommended audience size are between 2,000 – 4,000 people. Any more or less tend to give poor results.
ecommerce customer lifetime value

Increasing Your eCommerce Customers Lifetime Value With Retention Campaign

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

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

That’s retention.

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

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

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

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

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

The 10% Rule

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

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

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

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

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

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

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

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

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

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

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

Retention Strategies

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

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

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

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

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

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

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

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

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

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

Content: These customers want more than just your product.

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

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

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

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

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

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

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

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

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

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

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

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

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


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

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

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

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

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

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

DTC brands

21 Strategies DTC Brands Need to Implement In 2021

In a world where DTC brands are becoming ubiquitous in the market, with customers demanding more accountability and transparency from companies, there is certainly an extra bit of pressure on the shoulders.

Fortunately for those of us that have taken the plunge already, it’s possible to thrive as a direct-to-consumer business in this new era.

We’ve compiled strategies that will help you survive and thrive.

1. Align content production with your customer base

Content is king when it comes to DTC businesses, but which type should you be focusing on?

Screen capture videos may be good enough for some demographics while educational blogs might work better for others.

The brand’s target demographic will help guide which content is best for producing.

2. Think open and transparent

As a direct-to-consumer business, the brand may not have to worry about maintaining stock levels of a certain product as there are plenty of customers ordering in bulk.

This means that keeping your customers updated on your progress can be challenging when you’re unable to do so on a regular basis.

For example, if the brand produces a limited edition product and labels it as something else along the way, people may be confused by the lack of updates about its release date or production status.

3. Design for your customers and not for yourself

There’s no better way to get onboard with this new marketing method than by answering the question, “What do my customers want?”

The brand’s target demographic will help identify what products are needed, which again, can then be used to direct content production efforts.

However, one subtle but effective way to create relationships with your customers is by making their problems your problems.

The brand should be able to replicate the pain points of its customers and work toward fixing them when redesigning or creating new products.

4. Give your consumers a voice in the product creation process

The DTC business model was built on innovation.

The brand should always be implementing new solutions into its products that will benefit customers.

Giving consumers the opportunity to voice which problems they’ve been experiencing with your products makes the brand an active participant in their lives, as well as providing them with a sense of accountability for these issues.

5. Consider consumer feedback when redesigning

DTC brands have a unique opportunity to test and implement new ideas across a large customer base.

However, it is vital to do so responsibly as it’s easy for customers to feel lost if there’s too much product redesign or iteration occurring at one time.

By creating new products to help solve specific problems, the customer will know that they’re receiving a product that actually solves their issue and not just a reformulation of the same product.

6. Validate your business model

DTC businesses are often focused on providing customer service in addition to content.

This marks a drastic shift from the traditional brick-and-mortar premise where the business is only concerned with providing products.

It’s important to adjust the balance of resources between customer service and content production, especially if there’s not enough human labor to answer inquiries while generating high levels of production for videos and other media channels.

7. Understand the importance of consistency

For DTC businesses, consistency is often viewed as one of the most important pillars of the business.

Customers will get bored if a new product is released and it doesn’t have similar components or print quality as its predecessor.

The brand should be able to explain why a new product is being produced in order to help alleviate any confusion about what they’re getting.

8. Create an internal team to help troubleshoot issues

DTC brands are relying on their customers more than ever before, so it only makes sense that they create and employ internal teams that can better suit their needs and expectations.

This can help the business optimize its efforts by receiving suggestions and feedback from its people.

The process of developing new products may rely on customer feedback for unlocking new ideas.

If a customer has been experiencing issues with a certain item, it might make sense to employ other customers to voice their opinion on the newly introduced product and incorporate their thoughts.

9. Partner with a third-party marketing agency

DTC businesses will find that partnering up with an outsourced marketing agency will be invaluable as they can leverage the creation of content and the fulfillment of orders to free up resources for other things.

A DTC business may benefit from hiring someone to create videos on their channel while they focus on the fulfillment.

Marketing agencies are tuned into the nuances of DTC brands and will be able to provide additional services related to strategy that might not have otherwise been possible for the brand in-house.

10. Consider selling additional products in a bundle

While it’s easy to sell one product, it’s much harder to convince customers that buying multiple items is worth their time.

However, bundling multiple products can help alleviate barriers such as shipping costs and production logistics by giving customers a discount rate for buying more than one item at once.

Also, a bundle can provide satisfaction to customers by giving them a sense that they’re making a smart investment.

11. Allow customers to contribute to campaigns

The easiest way for DTC businesses to create content is by allowing customers to directly contribute and/or offer suggestions.

For example, the brand might have an acting contest where it uses customer video submissions to create content, or they might run a Kickstarter-like campaign where they ask their followers for feedback on which products should be incorporated into their line and then implement their suggestions into production.

12. Always be thinking about the future

The future of a DTC brand is often viewed as another cash cow for the business due to an increase in sales beyond the initial novelty that attracted customers in the first place.

The needs of customers can change over time, and it’s important for brands to invest in ways that allow them to better serve their customers.

The rate of change should be factored into the decision-making process when creating new products, especially if there’s no precedent on how customers will receive them.

DTC businesses need a sustainable business model because they are relying on paid subscribers instead of free visitors to generate ad revenue.

The key to creating a sustainable DTC brand is ensuring that the customers you have are engaged and returning.

13. Create content for all of your products

The easiest way to keep customers engaged and coming back for more is to provide them with free perks, or additional information, that is exclusive to their brand.

DTC brands might include special access to behind-the-scenes videos or backstage looks at upcoming projects as a part of their email subscriptions.

This type of content can hold audiences’ attention because it’s authentic and informative as it’s relevant to the goals of the brand.

14. Create stronger brands for customers to identify with

DTC businesses create a sense of belonging and identification between their brand and the products they create.

Professional modeling agencies may include a reference in their email newsletters to showcase the new photos of clients that they have just been sent.

DTC branding is created by creating an opinion, following, or voice within the market that is tied into your brand.

15. Create exclusive products for customers

There’s nothing more engaging than having something that only your customers can have access to, so it’s important for DTC brands to think about how they can keep followers engaged by offering exclusivity to them.

The Yacht Club created a mailing list for select customers that offered them early access and exclusive information about upcoming tours and cruises.

16. Create a consistent voice across platforms

DTC brands use social media to actively engage with their customers in order to build brand awareness and create a following of users.

Social media gives DTC brands the opportunity to create a unique identity that will be remembered among the many different products that they offer.

For example, Bella Petit, an online boutique known for its feminine and fun clothing collections, uses its Instagram account (@bellapetit) as a way to communicate daily inspiration by posting pictures of their collections or featuring models wearing the clothes from their most recent collection.

17. Use social media to engage your customers

Social media platforms are an integral part of DTC brands’ marketing efforts, and they want their customers to feel a sense of community with the brands they choose to purchase from.

The more that customers feel a sense of belonging with a company, the higher likelihood that they will purchase its products in the future.

Engaging on social media is one way DTC brands are able to build this bond between their products and people that they serve.

18. Target an audience that is influential in your industry

The DTC business model depends on social media to build and maintain relationships with customers.

While social media can be a cost-effective way for brands to increase awareness, it requires them to adjust their tactics based on the type of audience that they serve.

A customer who spends more on beauty products are more likely to share the brands that they buy from via social media.

This allows DTC brands to find people that are influential in their market and target them with ads in order to create brand awareness among potential buyers.

19. Plan your post schedule carefully

When creating social media content, DTC brands will want to plan their posts well in advance of when they’re actually going to be posted.

The reason for this is because social media is often flooded with other posts that compete with the ones that DTC brands want to promote.

If a DTC brand wants to post a special offer for its customers, it will most likely need to promote it several days before the actual offer goes live.

This helps prevent potential customers from being fooled by fake offers and promotes legitimacy among those who can be affected by the promotion.

20. Make the customer feel like they are part of the process

DTC brands are constantly creating new products, so it’s important for them to make their customers feel like they were part of this process themselves.

For example, The Yacht Club only recruits its customers for feedback in order to gather opinions from people who have already shown an interest in these types of products.

This way, the business is able to validate its products and maintain a sense of transparency with customers.

21. Create a brand that is memorable and easy to recognize

It’s important for DTC brands to make sure that their social media accounts are memorable and easy to recognize so that they can generate more engagement from their target audiences.

It’s also crucial for the business to use its platforms as a way to connect with customers on a personal level.

For example, Bella Petit uses its Instagram account (@bellapetit) as a way for customers to share photos of themselves wearing the brand’s clothes or using the products in the Bella Petit collection. This helps strengthen the relationship between customers and DTC brands by establishing a sense of exclusivity that is valuable among followers.

In addition, paid social is a great way to build relationships with customers and increase loyalty to the brand.

If a customer interacts with your brand through paid ads, they will be considered as a “fans” of the brand.

This increases the likelihood that they will purchase from your product lines again in the future.

Social media also can be used to create viral campaigns that bring awareness to products that otherwise would not receive much attention in traditional marketing channels like television and radio advertisements or print ads.

Harnessing The Power Of Social Media Marketing

Over the past several decades, DTC brands have learned how to use social media in order to promote their products and companies effectively.

In terms of generating awareness for their brands, DTC businesses especially do it well. According to a report from the 2018 Social Media Marketing Industry Report (PDF), 92% of DTC businesses post daily on social media platforms such as Twitter, Facebook, Instagram and YouTube.

Overall, these brands produce about 4 posts per day.

This creates a sense of affinity that is valued by their audience and is crucial to building brand awareness in the market.

Retaining eCommerce Customers Through Facebook Advertising

7 Core Strategies for Retaining eCommerce Customers Through Facebook Advertising

Facebook ads can be incredibly cost-effective for scaling your customer base, but that doesn’t mean you should abandon other digital marketing strategies like Paid Social or content marketing.

By focusing on customer retention through Facebook ads, you can not only boost your eCommerce sales but also improve the ROI on your ad spend, because you’re reaching customers who are more likely to make a purchase.

According to this report from Aberdeen Group, 90% of eCommerce merchants that use Facebook regularly are pleased with their results.

Customers are liking and sharing your content and coming back to purchase more products. Great! But here’s the clincher: 70% of these merchants also said they have had trouble with retention.

To get the most bang for your Facebook ad buck, keep these 7 core strategies in mind.

1) Upsell: Educate customers with a more expensive product.

If you have customers in your market who like to shop, then it’s probably not a bad idea to offer them a more expensive option or add-on.

In one of our most recent Facebook campaigns, we started seeing an uptick in the number of people completing their purchase after reading an article on one of our themes.

This was our first clue that it might have worked and, sure enough, we started showing those ads to similar customers who were interested in buying another theme or discount package. We ended up selling two extra themes and three more bundles as a result.

This strategy can be especially effective when you’re launching a new product. If you’ve got a new product that’s difficult to explain, then start by writing an explainer article and focus on the value of your product to the potential buyer.

Keep in mind that this strategy doesn’t work if you’re targeting over-the-top buyers who are interested in every single item all at once.

2) Cross-Sell: Inspire them with add-ons to make the original purchase even better.

If you’ve got a product that’s already selling like hot cakes on your site, then it might be worth adding some cross-sells to your Facebook ads.

Sometimes, the best way to get customers to buy an over-the-top product is by starting with an add-on.

Maybe it’s a complimentary item or accessory…

Or even one of the many other products that you sell.

You can even leverage this strategy to get people to buy multiple products.

Do you sell two different types of complimentary products? Try offering a discount bundle with both (all) of them.

3) Use Dynamic Ads Based on Customer Data: For example, show related products or services.

Instead of showing the same ad campaign every time, try showing ads based on customer data like previous purchases or interests.

You can also take things a step further and use dynamic ads to show related products.

For example, if they’ve bought an expensive product from you, then try and offer them a complimentary products through your dynamic ads catalog.

The same goes if you have smart bars on your site for email signups or social sharing.

Show those customers ads based on their signup actions and get them to engage further with your products.

4) Use a broad audience: Include all Facebook users within your target list.

How many people do you know who only use Facebook?

Do you really want to exclude them from your ads? You can also focus on a narrow audience to boost ROI.

If you only want to focus on high-value customers, then target a specific group of potential buyers.

This strategy works well if you have a large enough audience that includes all or most of your target viewers. It also allows for more precise targeting since you’re not relying on an unknown audience segment.

You might even consider showing different ads to these high-value customers depending on the season, time of year, etc. (see #3 above).

5) Use Email Lists: Engaging with past customers to bring them back and buy again.

If you’ve got a list of customers who have proven to be loyal customers, then it might be worth mailing them directly to encourage them to buy yet again.

This can also work well in the opposite direction – if you know that a customer has bought from you in the past and is likely to buy again, then consider sending them an email about your new products, special offers or new releases.

Do you plan on running emails on a regular basis?

Consider creating bespoke email templates for each type of customer.

If they’re interested in blogging tools, then create an email that contains useful information about those tools rather than just sending them an advertised discount code.

6) Branding: Best time to build your brand presence with your audience is right after the buy.

While contrary to traditional marketing, we fully believe it is easier to share your brand with those who just purchased from you, and turn them into evangelists, then it is too for cold prospective customers.

If you sell T-shirts and see a spike of purchases around summertime in your country, try running special promotion on Facebook that includes your most popular designs.

You could also encourage sharing of your brand once they’ve purchased from you, which will appeal to those who are interested in your products but haven’t made the decision just yet.

This could take the form of a discount code for that particular design or something similar.

7) Content Promotion: Reaching out to past buyers with more unique content.

If you have content on your site that isn’t directly related to what you do (or sell), then it might be worth using Facebook ads to promote that content to people who might find it useful.

For example, if you run a blog that explains social media marketing, then you could promote your blog posts to people who are interested in that topic.

This is particularly effective when used in conjunction with ads for similar products and discount codes.

If people like your content then they’re more likely to be interested in your products too – or at least more likely to take an interest when they see those ads.

How does it work?

The only difference between this strategy and the others is that this one isn’t directly about bringing people back after they’ve made a purchase from you .

tik tok

How to Use Tik Tok to Promote Your Business

Even if you go out of your way to avoid interacting with the platform, chances are that you encounter Tik Tok in some form while browsing the Internet.

The platform has exploded in popularity within a notably short period of time, and many entrepreneurs are looking into its advertising capabilities. In fact, it can be a great way to promote your business under the right circumstances.

Let’s take a look at everything you should know about it.

Create Your Own Content

Although this is the most straightforward way to promote your business, it involves notable effort to create captivating content.

Despite the fact that Tik Tok videos are often short and simple, you can expect to invest a significant amount of resources. You’ll need to consider factors like:

  • The overall concept
  • Lighting
  • Audio
  • Video quality
  • Tik Tok music

As you can tell, it’s imperative that you take this obligation seriously.

Otherwise, it will be highly difficult for your brand to stand out amongst other users. When handled appropriately, though, creating original content can be one of the most effective ways to showcase your products or services.

Work With Influencers

As with any other social media platform, working with influencers should always be an option you keep in mind. Depending on the size of their following and how many users engage with their content, a simple investment could provide an exponential return.

Depending on what industry you’re in, this will involve you paying for this individual to showcase, review, or promote the product or service your business offers.

Be sure, though, that you only work with influencers who have a positive reputation. Otherwise, this method could actually provide more harm than good.

Advertise Natively on the Platform

If you’d prefer a more direct strategy, it’s possible for you to directly advertise instead. Specifically, there are four primary ways the platform allows you to pay for advertisements:

  1. Branded lenses: These are custom filters related to your business.
  2. Sponsored hashtags: Hashtags that your company sponsors will receive a custom banner on the app’s Discover page.
  3. Brand takeovers: Before users are initially able to see other content, they will see advertisements in this category.
  4. Native ads: These ads play between content that has been created by other users.

You’ll have plenty of advertising potential through the above methods. Keep in mind that some may be more effective than others since there are many variables at play (such as what industry you operate in, what you sell, etc.).

A Solid Tik Tok Strategy Could Be Game-Changing

The above information will help ensure that you know everything that you should before you develop your Tik Tok advertising campaign. From here, you’ll be able to take full advantage of all of the utility it can provide to your business.

Want to learn more about what we have to offer? Feel free to reach out to us today and see how we can help.

creative ideas for ecommerce

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

Social media is a crowded market. 

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

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

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

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

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

Here are 3 ideas for you to start implementing now:


Lifestyle Images

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

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

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


Here are great examples of lifestyle images:


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

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


Customer images/videos

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

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

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

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

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

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


Video tutorials

How many times have you searched for tutorials on YouTube?

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

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

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



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

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

Here are some examples you can get inspiration from:

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


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

Bringing you adorable puppies ALL day

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

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

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


Bonus: Content for Facebook And Instagram Ads

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

We don’t want that.

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

You may be pleasantly surprised with the results.

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

advertising on pinterest

How to Advertise on Pinterest: 5 Tips to Get You Started

Developing a comprehensive digital marketing strategy is essential when it comes to maximizing your company’s performance. But, many people tend to lock themselves into certain methods.

For example, entrepreneurs often assume that Google, Facebook, and Instagram are the only platforms you should focus on. In reality, Pinterest is a solid contender that can easily help you expand your marketing efforts.

We’ve put together a brief guide on how to advertise on Pinterest. Let’s take a look.

1. Create a Business Account

Before you can move forward, you’ll need to open a business account on Pinterest. If you already have an account, you also have the opportunity to upgrade your existing one to a business account.

Regardless of which option you choose, it’s a relatively straightforward process to complete.

2. Map Out Your Campaign Objectives

Every successful campaign begins with clearly defined campaign objectives. In the context of using Pinterest ads, though, there are four primary ones you can pursue. These include:

  1. Driving traffic to your site
  2. Accumulating views on your videos
  3. Convincing your audience to download your app
  4. Cultivating brand awareness

When building awareness through conventional Pinterest content or video views, you’ll pay for every 1000 impressions. When driving traffic or app installs, though, you’ll pay for every click.

3. Identify Your Target Audience

As you might expect, you’ll need to have a strong understanding of your core demographic if you wish to target them appropriately.

Interestingly, though, Pinterest allows users to implement a broad targeting strategy in addition to choosing specific values for certain targeting criteria. To elaborate, you could target users who browse Pinterest on specific devices, or you could target users who browse with any type of device.

The same goes for age, geographic location, spoken language, etc.

4. Configure Your Campaign

Afterward, you’ll be able to begin configuring your Pinterest campaign. One of the most important decisions you need to make is deciding between ‘Browse’ placement and ‘Search’ placement.

As the names suggest, these categories determine where your ads will be placed. Through Browse placement, users will find them as they navigate through Pinterest. This makes them ideal for broad campaigns.

In contrast, Search placement will allow users to find ads when they look for certain keywords. From here, you can choose the keywords you’d like to target, determine your budget and schedule, and set your maximum bid for your chosen Pinterest ads.

5. Keep Track of Your Analytics

In order to ensure that your campaign is as successful as possible, it’s imperative that you keep track of your analytics.

Fortunately, Pinterest’s Ads Manager interface makes this a streamlined process. You will have access to information like your overall impressions, engagement rate, the total amount you’ve spent so far, etc. You can use this info to capitalize upon strategies that are working or revamp those that aren’t.

Understanding How to Advertise on Pinterest Might Seem Difficult

However, the above information will make the process far smoother.

From here, you’ll be able to ensure that you have a comprehensive grasp of how to advertise on Pinterest and make the most of the utility that it offers.

Want to learn more about what we have to offer? Feel free to reach out to us today and see how we can help.

social media marketing agency

What You Need to Know to Run a Successful Social Media Campaign

According to statistics, 78% of Americans can be reached via ads on Facebook, and 75% of Instagram users take action (e.g., visiting a site or making a purchase) after seeing an ad.

These are just some of the numbers that show the power of social media. Social platforms can allow you to reach highly segmented target audiences, gain brand exposure, and build a following.

However, to achieve these outcomes, you need to know how to launch a successful social media campaign. Random posting won’t cut it, so stick with us as we outline exactly what you need to know to nail your brand’s campaign strategy.

Defining Your Goal Is Key

The first step to launching a killer campaign on social media is defining your campaign goal. This is essential, as without a clear goal:

  • Your campaign will be uninformed and lack direction
  • You won’t know what actions you want consumers to take
  • You won’t be able to measure your success

There are a number of different goals you can choose for your campaign. You might want to increase brand awareness, drive followers, generate leads, or ramp up sales numbers.

Whichever your goal is, your campaign strategy will need to be tailored towards it to generate results.

SEO Is Important

Before you launch your social media campaign, it’s important that you look into SEO. Each social media platform has its own algorithm, and you want to make sure your posts cater to each one’s ranking factors.

For instance, Instagram users hashtags, Youtube is powered by tags and keywords, and Facebook page optimization plays a big role in visibility.

You Should Scope Out the Competition

Scoping out the competition is always important, and especially so when it comes to social media marketing. Start by finding your competition’s pages and analyzing their posts.

What type of content are they posting? Is it how-to based, humorous, or promotional? What type of posts do they get the best engagement from?

What’s more, do they have gaps in their strategy that you could fill? By digging into competitor profiles, you can pinpoint what they are doing wrong, what they are doing right, and formulate your strategy so that it tops their efforts.

Balancing Promotion and Entertainment Is Essential

At the end of the day, social media marketing for brands is all about promotion. However, this doesn’t mean that all of your content needs to be promotional.

In most cases, consumers will give higher levels of engagement to content that is non-promotional. Therefore you must balance self-promotion with entertainment and value.

Do You Need Help With Your Social Media Campaign?

Social media offers brands the chance to reach new audiences, tap into targeted advertising, and build trust and community. The basic tenants of launching a social media campaign are identifying your goal, catering to SEO, topping the competition, and providing value.

However, implementing successful social media marketing and campaigns can be time-intensive.

Short on time and hungry for optimized results? If yes, book a free audit with us, and our team will do a deep dive into your analytics to create a 3-month customized social media marketing plan for your brand.

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.


how ot advertise on snapchat phone mobile

How to Advertise on Snapchat Effectively

Have you ever considered using Snapchat for business?

Snapchat, founded in 2011, was once a social media app focused on sharing photos and videos. In 2013, Snapchat finally introduced new features like Stories and Chat. By 2015, Snapchat was able to gather around 75 million monthly users.

Many business owners focused on other apps for social media marketing. Snapchat is one of the lesser-known apps among Instagram, Facebook, and Twitter. However, when used right, Snapchat can be a great business tool.

Want to know how to advertise on Snapchat? In this article, we give you some tips for advertising on Snapchat. Read on to learn more about Snapchat advertising!

What Is Snapchat Ads?

Snap Ads are video ads meant for vertical screens. An ad can last for 3 to 10 seconds. Any Snapchat user can swipe up while the video plays.

Swiping up can lead to an article, website, or a longer video. You may also link your ads to read an article. A Snap Ad can appear in between a friend’s stories. It may also appear between Snapchat content, stories, or between publishers’ stories.

Snapchat offers two types of advertising. These are Lenses and Snapchat Geofilters. However, you may need to work on the mobile app or work with a Snapchat partner.

Why You Should Use Snapchat Ads

While it’s not as big as Twitter and Instagram advertising, Snapchat is a powerful app. Snapchat has over 166 million daily users. Each user spends over 30 minutes on average and uses the app more than 18 times a day.

Snapchat can help you engage with a distinct audience. Many of Snapchat’s percentages are unique to the app. You can’t access 35% of Snapchat’s users on Facebook.

The same goes for 46% of Instagram users and 81% of Twitter users. Snapchat uses Oracle Data Cloud. This allows you to reach users based on their online and offline demographics.

Snap Ads are effective compares to ads on Facebook and Instagram. Users are more likely to convert after seeing an Ad on Snapchat, over 2X more than other social media ads. Snap Ads take up the entire screen, allowing you to capture more visual attention.

The swipe up rate is five times more than the average clickthrough rate of other social media ads. Considering incorporating Snap Ads in your social media marketing strategy? Read on to learn how to advertise on Snapchat.

Before you start using Snap Ads, you need to familiarize yourself with the Ad Manager. Here are some of the key sections in the Snapchat Ad Manager.


In this section, you can create, view, and manage your ads. Here, Snapchat gives you a graph and table of your ad metrics.

Creative Library

This is the section where you can view and edit ad creatives. You may also use this to create new ones.

Custom Audiences

You can create a list of Snapchat users for ad targeting. You can form this using customer data.

Help Center

Need help in managing your ads? In this section, you can find guides and contact Snapchat for help.

Define Your Goals

Depending on your goals and budget, Snapchat offers different advertising methods. Here are some of the different campaign goals that Snapchat can help you with.

Brand Awareness and Video Views

Snapchat is a social media app built on videos. It is the simplest way to start advertising on Snapchat. If you want to use a video ad, ensure to keep it short.

Web Views and Conversions

This is one of the most popular forms of swipe-able ads on Snapchat. It helps you increase your conversion rate by encouraging users to read an article or visit a site.

Lead Generation

This is the best advertising method for building leads. Ad Manager allows you to create ads and convince users to register, download, or fill a form.

App Installs and Engagement

Snapchat is a great app for incorporating Deep Linking in ads. It allows marketers to add a link in their ad to bring users to an app.

Snap Ads

Whichever advertising method you choose, you can upload a 3-10 second video. Here are Snapchat’s advertising restrictions that you need to follow.

  • 1080 X 1920 JPEG or PNG image
  • Apply a Call to Action when you add an attachment to your Snap Ad.
  • A brand name and headline that matches the paying advertiser

Ensure to upload a fullscreen and vertical format. Make sure that your content is appropriate for viewers aged 13 years old and above.

Story Ads

Snapchat Story Ads places a branded tile in the app’s Discover section. When a user opens the title, it will bring them to a collection of three to twenty ad placements. Snapchat creates a design for you, basing it off the assets you deliver.
To use Story Ads, you need:

  • 34-character limit headline
  • 25-character limit brand name
  • If you’re going to use the swipe up, include attachments
  • Individual files for each Snap Ad

Story Ads are best for a branded content experience. It helps you create a narrative that will engage your users.

Snapchat Filters

Making a Snapchat Filter is a great way to build brand awareness. A filter can help you creatively represent your brand. When creating a Snapchat Filter, use the following specs:

  • 1080 X 2340 pixels
  • 300 KB or less
  • PNG and transparent background
  • 210-pixel buffer zone
  • 74 pixels (send arrow)
  • 32 pixels buffer zone for larger phones
  • Portrait orientation

Remember that your ad should only occupy 25% of a user’s screen. Keep it simple, and avoid using dense graphics.

Collection Ads

Collection Ads allow you to showcase a series of your products. It offers users a seamless way of shopping. A Collection Ad looks like a ribbon with thumbnail-sized products.

You can base a Collection Ad on a product catalog. However, this form of advertising has more requirements. Snapchat may ask for unique links, CTAs, and swipe-up URLs.

Now You Know How to Advertise on Snapchat

Now you know how to advertise on Snapchat. Want to learn more about Snapchat advertising? Contact us today!

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!