How to Target Core Audiences With Facebook Ads

How can Facebook Ads help you target the right people?

Facebook combines reach and precision in order to help you eliminate wasteful spending.

There are many advantages to working with Facebook to share your message with your target audience, including:

  • Unparalleled reach and engagement, which allows you to reach real people instead of proxies.

  • One of the largest sets of consumer data on the Internet.

  • Since Facebook’s targeting isn’t based solely on cookies, you can connect you with a person as they use different devices — from desktop to phone to tablet.

 

Unparalleled Reach and Engagement

With Facebook, it’s not just about reach it’s also about engagement.

A lot of time is spent online and on mobile with Google properties, YouTube, Yahoo!, MSN, AOL, Twitter and Pinterest.

But on mobile, a total time is spent on Facebook and Instagram than all of those combined.

In fact, Facebook and Instagram account for 22% of all time spent on mobile.

This accounts for 1 in 5 mobile minutes — that’s more time spent than the next 10 mobile platforms combined.

Precision

Precision targeting on Facebook allows you to drill into some fairly specific and granular details.

But be careful not to get too precise.

You want to compile a large enough starting user set to avoid a smaller cumulative total than you want.

Say you had a product or business that was perfect for anyone in at least one of the following categories:

  • Students in Austin, TX

  • People in a relationship with at least two children

  • People who have at least two credit cards

Being too precise with your targeting can limit the impact of your campaign. Try widening your location and/or age targeting.

What would a strategy with precision and scale look like?

Remember, when developing a targeting strategy, you want to reach a precise audience and do it at scale.

The result is what happens when the precision in the previous example is combined with the scale of the initial males 18+ criteria.

Facebook is unique in that it gives you the best of both worlds by offering you reach on an unprecedented scale, with precision at the most micro levels.

Why else is Facebook unique?

In the online environment, not all audiences are created equal. Reaching your targets can be difficult since most digital channels reach browsers and not real people, which leads to wasted impressions on people outside your core customer base.

This gets more complicated when reaching consumers across devices because many channels can’t match behavior on desktop with behavior on mobile.

On Facebook, people are identifiable on both desktop and mobile devices. This enables you to reach people wherever they are.

This addressability plays a beneficial role, as only a few digital publishers have a relationship with consumers that offers a persistent connection to their audience. On Facebook, who you are and what you represent is on your profile, and that’s incredibly powerful … especially when people’s authentic selves are represented across devices.

Core Audiences

Facebook uses data to help you better target your customers, and begin to build a standard audience for your campaign.

Powerful targeting capabilities are based on one of the largest collections of first-party data (FB + Advertiser) and third-party data from leading, trusted consumer data providers.

This data powers three distinct audience types:

  • Core Audiences

  • Custom Audiences

  • Lookalike Audiences

Core Audiences are pulled from data related to demographics: geographic demographics, lifestyle/life stage demographics, purchase-based demographics, etc.

This data is pulled from the information you share in your profile and the behaviors you exhibit on our platform.

Because Facebook is where people go to share information about themselves, we have a ton of native information about people that can be used for targeting.

Targeting Core Audiences

Target: Location
Say, for example, you had a product that you wanted to market in the United States (1+ billion people).

Target: Age
Now, let’s say you wanted to target people between the ages of 18–64 (1+ billion people).

Target: Interests
And you also want to target people who are interested in the Norwegian Olympic curling team’s pants.

Extended Reach
With Facebook and Core Audiences, you’ll be able to reach those 200,000 people who really dig those curling pants.

Partner Categories

Another aspect of Core Audiences is called Partner Categories, which are powered by offline data from trusted third parties. There are targetable audiences that are “on the shelf” and available to all marketers in the US, the UK, France, Germany, Australia, and Brazil. These syndicated segments cover hundreds of topics, verticals, and products. The quality is maintained by machine-learning algorithms to understand how topics are related and are validated through CTR measurement and user surveys.

There are targetable audiences that are “on the shelf” and available to all marketers in the US, the UK, France, Germany, Australia, and Brazil. These syndicated segments cover hundreds of topics, verticals, and products. The quality is maintained by machine-learning algorithms to understand how topics are related and are validated through CTR measurement and user surveys.

These syndicated segments cover hundreds of topics, verticals, and products. The quality is maintained by machine-learning algorithms to understand how topics are related and are validated through CTR measurement and user surveys.

The quality is maintained by machine-learning algorithms to understand how topics are related and are validated through CTR measurement and user surveys.

Targeting Options

Let’s start identifying targets. Here are the key components of your Core Audience.

Location
Reach people in cities, countries, and communities where you want to do business.

Show your ads to people who are near your business

  • Up to 25 countries

  • Drill down by states, cities, and ZIP codes

  • Options to exclude are also available

Demographics
Select the target demographic of those who will find your ad relevant.

  • Age range, from 13 to XXX

  • Target by women, men, or “all”

  • Birthday targeting

  • Education targeting

Options to select audience segments related to categories such as relationships, education, finances, and life events

Interests
This can include interests from timelines, as well as Page Likes, keywords or apps.

Choose from an easy-to-navigate list of categories, sub-categories, and millions of additional attributes to get suggestions at your disposal

Behaviors
Target based on digital activities, devices used, past or intended purchases, and travel.

Connect through online and offline activity
Tap into data from trusted third-party partners.

Connections
Reach people who are already connected with you on Facebook (i.e. have already liked your Page).

Connect with friends of connections.

Create a Core Audience

By following these steps, you’ll be able to go directly to Facebook and begin to target relevant areas.

  1. Go to the Audience section of your Facebook Page.
  2. The Location section will help you get your ad to the people who live in the areas relevant to your business or product.
  3. Enter the cities, states, and zip code that you would like to target.
  4. In the Interests section, you can reach people based on the information they share on Facebook.
  5. In the Behaviors section, you can reach people based on other interests. For example, how they shop, what type of device they use, etc.
  6. You may notice that some ad targeting options in the More Demographics, Behaviors and More Categories sections are labeled Partner Categories. Here is where you can target people based on things they do off of Facebook, like purchasing a new truck.
  7. In the Connection section, you’ll be able to target people who already like your page, their friends, or people who aren’t connected to your business.

Now that you have figured out how to target your core audience with Facebook ads, the next step is to start testing.

Test different ad structures. Images, copy, audience, competitor connections, etc.

See which audiences respond well to your ads, and scale the ones that work. Shred the ones that don’t.

The Importance of Having a Clear E-Commerce Strategy (Yes, It Matters)

If you do business online, it’s essential to know how to market your e-commerce site.

Today, nearly all leading businesses have an online presence. It can prove challenging standing out from the competition.

However, an e-commerce strategy presents a unique challenge. With e-commerce, you need to do more than attract attention. You need to convince as many customers as possible to buy on the spot.

E-commerce marketing is not mutually exclusive from other kinds of digital advertising. Along with other digital methods, it can help your business grow and thrive.

To learn more about the importance of having clear e-commerce marketing strategies, keep reading.

What Is E-Commerce Marketing?

Advertising is a part of marketing. Likewise, e-commerce advertising is a part of e-commerce marketing.

Together, these practices can help you to reach your audience effectively. They’ll help you to boost conversions and improve the awareness of your brand. More importantly, however, they’ll encourage consumers to take action that includes buying your product or service.

E-commerce, however, goes beyond advertising your brand. You must also promote your products.

E-commerce marketing encompasses using display ads, banner ads, and rich media. However, you must also make your presence known across various marketing channels as well as on popular social media networks. Social media enables you to connect with your audience and deliver content that engages potential buyers.

As an e-commerce store owner, however, your content may look a little different compared to other companies. Also, not every platform will suit your needs.

For example, e-commerce is an intrinsically visual practice. Part of selling goods online involves showing off your products. With e-commerce marketing, you must place emphasis on putting your product in front of potential consumers.

In part, your success in e-commerce strategy depends on your ability to highlight your offerings. For example, Instagram is a great platform for providing sharp product imagery. Furthermore, the platform expands your reach beyond your product pages.

Getting Technical With E-Commerce Strategy

With e-commerce, there are few marketing tactics available that are unique to online stores. For instance, you can take advantage of post-purchase follow-up.

This kind of marketing happens after a consumer purchases something from your online store. During the checkout, it’s always a good idea to offer buyers the chance to subscribe to your newsletter. Now, you have their contact information, and you can follow-up with more promotions.

After a customer makes a purchase, you want to keep the conversation going. You can do this by sending a follow-up email a few days later.

You can also use this tactic to gauge a customer’s interest in your other products. More importantly, however, staying in contact with your buyers shows that you care about their shopping experience.

You can also market to customers who don’t make a purchase. Often, consumers will add goods to a shopping cart and not follow through with buying.

E-commerce marketers call this shopping cart abandonment. This scenario takes place for several reasons. Figuring out how to reduce shopping cart abandonment is a great way to improve e-commerce profitability.

Hopefully, you’ve taken steps to collect the email addresses of site visitors. If so, you can use that information to follow up with a polite email that reminds customers that they have unclaimed goods in their shopping cart. You can use this opportunity to re-engage with potential buyers.

Why You Need a Clear E-Commerce Strategy

E-commerce marketing is an effective way to improve the recognition of your online storefront. It can also help you to develop new business.

Furthermore, e-commerce marketing can help to increase your organic traffic. This kind of marketing can also help you save on operational costs.

As each day passes, online shopping is growing increasingly popular. By marketing your online store, you can improve your standing among competitors. More importantly, you can outperform them.

It’s important that you use effective e-commerce strategies to promote your online store. For example, it’s essential to develop quality content with searchable keywords. You should also use searchable keywords to drive traffic to your website and improve the visibility of your brand.

You also want to generate more traffic. By doing so, you can convince more buyers to convert. In turn, you can realize more profit.

However, you must also think about the user experience when they arrive at your site. It’s important that your website is responsive and user-friendly. The idea here is to make it as easy as possible for consumers to buy your goods.

Thriving in the Digital Landscape

By partnering with a skilled digital e-commerce agency, you can succeed in the online selling space. An experienced consultant will help you design a marketing plan and research your e-commerce marketing strategy.

For exceptional consultants, their success is your success. An expert digital marketing agency can help you to increase leads and conversions. Ultimately, the relationship will help you to increase revenue for your online enterprise.

A skilled digital marketing agency can audit your existing online presence. With this information, they’ll help you to develop an effective e-commerce marketing campaign.

Furthermore, they’ll stay along with you for the ride. As you deploy campaigns, they will test them and help you find opportunities for improvement.

Build Recognition Across the Biggest Platforms on Earth!

Now that you know more about e-commerce strategy, all you need is an agency with the expertise to take your online store to the next level.

Sprague Media is an expert e-commerce marketing agency that can help you to develop your digital strategy. At Sprague Media, you’re more than a client—you’re our partner.

We’re experts in leveraging the Facebook algorithm. We also deploy tried-and-true marketing techniques that will help you to develop a loyal following.

Contact a Sprague Media e-commerce expert today at (971) 204-7295 to get started. Alternatively, you can reach us online to sign up for a free audit and analysis.

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.

Success Stories: How Snapchat Ads Can Completely Change Your Business

Are you missing out on 238 million potential new clients?

If you haven’t thought about Snapchat ads before now, maybe it’s time to look at the sharing platform that still stands strong amongst the social media giants.

The chances of turning all of those millions of users into clients are obviously quite slim. But why overlook the possibility of reaching even a small percentage?

Let’s take a look at Snapchat and their demographic, and how you can start using Snapchat advertising to your advantage.

What Is Snapchat?

Snapchat was designed to send photos and videos between smartphones. The difference with this app is that these images and clips are only available for a limited time. Once viewed, they are automatically deleted from your device.

Where it once focussed on one-on-one interactions, Snapchat can now be used to reach more people through live chatting and stories.

How Snapchat Changed the Game

Before Snapchat, social media was largely a desktop experience. Social media was designed to store data, from Tweets to Facebook statuses.

Snapchat introduced instant communication with a variety of fun filters that were specifically designed not to last.

The introduction of filters is how they really set themselves apart from Facebook and Instagram.

Who Uses Snapchat?

According to research, more than 3 of 4 U.S. adults aged 18-24 use Snapchat. Of these users, some 3 billion Snaps are sent per day, with users checking in multiple times a day.

The need for visual connections is pushing the younger generations away from Facebook and toward apps like Snapchat and TikTok.

When trying to reach a younger audience, looking to social media and especially apps like Snapchat could be a key aspect in creating brand awareness and lead generation.

Are Snapchat Ads Right for Your Company?

The most important thing when looking into advertising is to pinpoint your audience. By establishing a clear demographic, you can better tailor your ad formats to reach more potential clients.

Given that the vast majority of Snapchat users are 18-24, this is not the ideal option when looking at targeting Millenials and Boomers.

Furthermore, well over half of the users on Snapchat are female.

When looking to create an ad, these are important statistics to keep in mind. Snapchat does provide Insights to give you a clear picture of who exactly is engaging with your ads.

What Do Snapchat Ads Look Like?

Staying relevant and up to date with content marketing trends is especially important when using Snapchat.

Their full screen, 3-10 second ad format might seem like too little time to properly engage with your audience, but when done right, you should see some impressive results.

Story Ads

Advertisers can place a branded ’tile’ on the Discovery page that when tapped, will open to your ad.

  • The Web View will play your video content with a ‘swipe-up’ option that will lead the user to your website.
  • The App Install option provides your content along with the call to action for the user to install your app. This will take them straight into the app store to your brand without them having to search.
  • Long-Form Videos are snippets of longer pieces, often movie trailers. They are also effective when promoting YouTube content.

Filters

Filters are what set Snapchat apart in the first place. Though companies like Instagram and TikTok have jumped on the bandwagon, Snapchat was the first to bring them to the public at large.

It makes sense to utilize their strongest asset when looking to create an ad campaign. Designing your own custom filter can help with creating brand awareness and promoting your company as fun and relatable.

Though they should not contain a great deal of information, they can be a silly and light-hearted way to get your name in front of potential clients.

Augmented Reality Lenses

Lenses are used to make interactions more active. Used more for bigger companies, they are a great way to engage and create brand awareness.

Collection Ads

This new feature offers advertisers the chance to showcase more products at once.

Using the basic premise of the full-screen video ad, this option allows for tiles at the bottom of the screen. These tiles can be tapped and will take the user to another product in your brand.

How to Get the Most out of Your Ads

Understanding the reach of Snapchat ads is only half of the battle.

Following trends and creating relevant content is just as important.

In order to see results from Snapchat advertising, you will have to do research and look at reaching your audience in a different way. Interact with users, check out what is trending, and create the kind of content that fits this specific platform.

Consistency is another key aspect of using Snapchat. Given the short life-span of 3-10 second ads, creating content for Snapchat needs to be consistent and high quality.

Targeting

Audience targeting allows you to ensure your ad will only play to potential clients.

Snapchat offers lots of information when it comes to targeting, helping you to really narrow down your reach.

Similarly, they allow for location services and the chance to retarget users who have already engaged with your content before.

Swipe Up

Snapchat users are more than 50% more likely to make a purchase through brand engagement. The rate of use for Snapchat is more than five times that of other social media platforms.

By adding ‘swipe-up’ options to your ads, you are making their potential purchase much easier.

Consider Music Carefully

Unlike Facebook, where users tend to view content on mute, more than half of Snapchat users watch Snaps with the sound on. In the same way that TikTok uses music to create trends, you should be looking to use music and audio that will be relatable to your audience.

Why You Should Take the Leap

Though branching out into Snapchat ads might seem like a lot of work, the potential reach is well worth it.

Experiment with filters and full-screen ads, and use the Insights made available by Snapchat to see what is working, and what needs to be changed.

By focussing on current trends and interacting with users in a way that is more relatable to them, you can fully establish yourself within your target demographic.

If you think you’re ready to start advertising with Snapchat, check out how we can help.

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.

7 Features of a Successful TikTok Advertising Campaign

With over 800 million users and growing, TikTok was the most downloaded app of 2019.

Although it’s future in the United States is uncertain—being owned by the Chinese company ByteDance—marketers are discovering that it’s an effective way to reach millions of new potential customers.

India currently has the largest share of users, but the number of Americans on TikTok has doubled since 2018. Most of the new users are from Generation Z and older people who quit Facebook or Instagram.

The platform now offers paid media options and TikTok advertisers are getting huge results.

Are you interested in learning more about TikTok advertising? Keep reading below to learn 7 features of the app that can help you optimize a campaign.

Understanding the app is half the battle and we’ll discuss hashtags, trends, engagement, and app tools.

1. Absolute Anyone Can Go Viral on TikTok

Your chances of going viral on TikTok are much better than on older, established platforms like Facebook or Instagram.

It’s not uncommon to see a TikTok with hundreds of thousands of likes where the user only has a few hundred followers.

The TikTok algorithm doesn’t autofeed the most popular accounts.

It’s important to note there’s no guarantee any of your content will go viral on a platform. Much of it is luck and timing. Rather, if you produce the best content possible, you’re more likely to excel on TikTok.

2. TikTok Hashtags Are Just as Relevant

Hashtags help you search for specific content on social media and join conversations. They first took off on Twitter and Instagram years ago, and now are used on most major apps. Hashtags have become the industry standard.

Here’s some good news for you: hashtags are just as relevant on TikTok!

You can take the campaign hashtags you’re currently using on other platforms and add them on TikTok.

Some of the highest performing hashtags on the platform today include #entertainment, #dance, #pranks, #fitness, and #diy. They’re getting billions of views and worth a look.

3. Keep An Eye on Tik Tok’s Trending Culture

TikTok users love the latest trends. Once something catches on, they want in on the action.

Whether it’s a silly challenge, hot song, or running joke, being successful on TikTok is all about creating your unique content around these trends. And they’re changing all of the time!

The best way to keep up on the trending culture is to be an active participant on TikTok. Watch videos and see what’s taking off. Even within the trends, there are opportunities to innovate on behalf of your brand.

4. Like Other Social Platforms, Engagement Drives Performance

People enjoy TikTok’s fun, light-hearted content and that’s what they’ll hit “like” on its videos.

Regardless of their status or number of followers, performance is based purely on engagement. It’s one of the most egalitarian platforms out there.

Why was TikTok the 2019 most downloaded app in the world?

Social media users are frustrated at how their content is being buried in the algorithm. They are sick of seeing the same post dozens of times.

And they’re tired of the anger and anxiety other social apps are producing in its users.

5. TikTok’s Enormous Sound Library Is at Your Disposal

The TikTok app provides users a handheld production studio. Once you record a video between 15 to 60 seconds, you have the option of adding music.

Think of the TikTok sound library like Spotify or Pandora. You have access to thousands of songs. But, you can also add original sound by recording it on your phone.

You also have the ability to do voice-overs. And don’t discount the video editing software. You can add effects, filters, text, and stickers.

If you have more than one video clip, the app will help you with transitions.

Not sure what type of videos people will respond to? Just watch the most popular TikToks for inspiration.

And conduct as much research as you can and test your marketing content among multiple audiences.

6. Influencers Can Boost Your Tiktok Marketing Campaigns

If you’re ready to launch a brand awareness campaign on TikTok or purchase advertising, consider the help of influencers.

Influencer campaigns have been big business on Instagram, but many of these same creatives are crushing it on TikTok.

The difference is on Instagram you need an established following and big budget to be effective. This isn’t needed on TikTok.

The TikTok algorithm is top secret, but the company announced earlier this year it’s establishing a TikTok Creator Fund to help influencers make money.

More successful influencers on the platform will mean more opportunities to partner with brands like yours.

7. Discover the Options for TikTok Advertising

Can you advertise on TikTok? The answer is yes!

If you’re ready to advertise on this growing platform, the company recently launched TikTok For Business. It’s similar to the Facebook Ads Manager.

There are currently four TikTok advertising options:

  • Brand Takeovers: An image or video lasting 3 to 5 seconds
  • In-Feed Videos: A video lasting up to 60 seconds
  • Hashtag Challenges: An invitation for users to make content based on your hashtag
  • Branded Effects: Brands can be added to a video in 2D, 3D, or AR formats

If you need help with using TikTok or building ads, they also launched an e-learning center to help marketers learn about the app.

Although it’s not easy to nail down TikTok’s advertising rates, they’re affordable and comparable to other social media platforms.

Get Professional Help With Your Social Media Advertising

Let’s face it, you run a business and you’ve got a lot on your mind. Social media may not be at the top of your priorities. But, marketing is the key to growing your business.

TikTok advertising can be challenging if you’re not social media savvy or even familiar with the app.

Following the tips above will help you construct effective campaigns, but sometimes it’s just better to call the professionals.

Sprague Media is a social media marketing agency that works with clients on strategy, media buying, influencer marketing, video creation, analytics, and even training for your staff.

You can get in touch with us for a free audit and analysis of your social media channels

6 Tips for Using Pinterest Advertising & Marketing to Promote Your Company

Are you interested in incorporating Pinterest advertising into your marketing plan to reach new audiences? Pinterest can be a great marketing tool, but it’s best to know how to use this platform to get the best results.

To learn more about how to advertise on Pinterest, keep reading. In this guide, we will go over some tips and tricks that will help you make the most of your Pinterest advertising efforts.

1. Create Captivating Content

Because Pinterest is a highly visual platform, you will want to make sure you create captivating content that will stand out. Not only is it important to make sure your content will catch viewers’ eyes, but you also want to make sure these visuals are paired with compelling copy.

Tastefully branding your content can help to build some brand recognition. Infusing your ads with great storytelling elements can help to hook potential customers.

Try tactics like adding multiple images within one pin to make your visuals more dynamic. This can be especially helpful when posting DIYs and other guides. Including text in your pins using a text overlay, headline or description makes it easier for Pinners to know what your pin entails and is also easier for Pinners to find and come back to later.

2. Keep it Consistent

To keep your audeince engaged, it’s important to Pin consistently. Rather than filling up an entire Pinterest board at once, Pin to it at least once a day to reach a wider audeince.

Use a scheduler to plan out your content so that you can keep things consistent, relevant, and organized. Stay on top of seasonal content by planning ahead and keeping your content in line with popular topics.

3. Use Boards to Connect to Your Audeince

Building effective boards can help you create useful content that can create a connection with your audience. Give your audeince a reason to follow you and keep up with your content by creating boards that can entertain or benefit them. For example, you could create a board with tutorials or DIY’s that highlight or include your product.

Not only is this content helpful for your audeince, but it also works to show current and potential customers how they could use your products to benefit their lives. Create a board where you include user-made content to encourage others to post videos, blogs, and photos of how they use your products. This allows you to create a community around your brand that can boost engagement and grow your following.

4. Use Targeted Ads

Utilizing targeted ads on Pinterest can help you reach the right kind of Pinner. Use focused keywords, as well as focused demographics such as interests, age, and location to create ad campaigns that will reach your target audeince.

Narrow in on your target audience using your brand’s buyer persona. This will make it easier to find people who are more likely to be interested in your products and have an increased likelihood of following you. This will help you boost the number of followers that you can convert to customers.

Expanding your targeting can help you reach new audience’s as you continue your Pinterest marketing journey. You can do this by adding more related keywords and interests along the way. Utilize the audience targeting feature in the Ads Manager section of the platform to target those who engage with your pins, as well as Pinners that are similar to your current following in terms of online behavior.

5. Make Shopping Easy

In a competitive market where convenience is everything, making it as easy as possible for customers to shop with you is a must. Make it as simple as possible for your audience to shop with you on Pinterest using tools like Shop the Look pins. This allows you to streamline the online buying process by taking shoppers straight to your product page from your pin.

This allows your customers to purchaser immediately if they wish, cutting down on cart abandonment rates. Make sure you’ve switched to a business profile to utilize tools like the Shop tab. This allows your followers to shop your pins and products all in one place.

6. Optimize Your Copy

If your pins link to a blog post on your web page, make sure that this content is keyword rich for the best results. The more optimized your content is, the easier it will be for searchers to find it. Make sure that your copy on both your pin description and blog post is as captivating as possible to increase your click in rate.

While you want to grab your audience’s attention, it’s important to steer clear of promotional or salesy language. Figure out ways you can market to audiences on this platform without being too obvious as it will appear scammy. Instead, include helpful descriptions and provide a positive sentiment while still encouraging a call to action.

Pinterest Advertising and Marketing Tips

To make the most out of this platform, keep these Pinterest advertising and marketing tips in mind to promote your company. Utilize these marketing techniques to grow a following and a community around your brand. This is a great way to build brand recognition and loyalty that can convert followers into paying customers in no time.

Are you looking for a team of specialist that can take your digital advertising efforts to the next level? Contact us today to get started on increasing your online conversion rates and boosting your sales.

How to Add an Agency Partner to a SnapChat Ad Account

If you are advertising on Snapchat and looking to hire an agency, Sprague Media would love to help you succeed. Here are the steps you’ll need to follow in order to add Sprague Media to your Snapchat ad account. If you already have a Snapchat ad account set up, please visit https://www.business.snapchat.com and proceed to Step 5.

1: Create a Snapchat account

Download the Snapchat for iOS app or Snapchat for Android app and create a user account.

2: Create a Snapchat Business account

Visit https://ads.snapchat.com/getstarted click SIGN IN and enter your USERNAME and PASSWORD.

3: Create Snapchat Business Account

Enter your Full Name, Business Email, Business Name, Street Address, City, State, Zip and Country. You will need to accept the Snapchat advertiser Terms and Conditions.

4: Enter Credit Card Information (Optional)

You will be prompted to enter a credit card. This step is optional and you can select dismiss if you want to bypass it. This credit card will be used as the primary card for the ad account that will be created when you hit SAVE. Advertisers can also request a line of credit with Snapchat as an alternative payment option.

5: Add Sprague Media to your Business Manager

Once your account is created, you will need to invite Sprague Media to join your business manager account. To do this, go to Business Settings and select Members.

Select the + Invite Member Button on the right hand side.

 You will then need to enter the following information and press the INVITE button.

Name: Sprague Media
Email: [email protected]
Organization Role: Organization Admin 

6. Assign Sprague Media to the Ad Account

Once Sprague Media has been added to your business manager. The next step is to assign Sprague Media as an Ad Account Admin. This can be done by:

  1. Select the Ad Accounts on the left hand side.
  2. Click on said ad account you wish to invite us to.
  3. Under Advertising Organizations select the dropdown, and select Sprague Media.

If you are interested in understanding more about how Snapchat roles work, please review the Snapchat Roles and Permissions page.

7: Agency Access Completed

Once you have completed the process above, please email your rep at Sprague Media letting them know the process is completed.

Sprague Media will have access to create Snapchat ads under your ad account.

Be sure to update your billing information. If you run into any problems or issues, please take a screenshot and email to your account manager.

Marketing & Sales Funnels: The Perfect Match for Unbeatable Facebook Ads Campaigns

Understanding Your Target Audience is the Most Important Part of Making this Work for You

It all starts with a simple search on Facebook or Google…

Maybe you discovered a new brand, checked their online store, and more than one product peaked your interest.

Or you saw a Facebook or Instagram ad, a video or a sequence of pics of the same product in different colors.

You click.

You’re directed to a landing or product page, check out the pics, read the description, and see the price.

Looks great.

It’s exactly what you were looking for.

Just when everything seems ready to complete the purchase, life happens.

A phone call.

An instant message demanding your attention right about now.

Even a meme or other notification.

No matter if you’re using your desktop computer, your laptop, tablet or mobile phone. Your attention goes away, and the retailer’s sale did as well.

Things get worse if you’re the seller.

On the other side, you just see the lack of sales.

And the round of “what ifs” start:

What if the products are not attractive enough?

What if they’re just too expensive?

What if… you name it.

Although we can’t address enough the importance of properly optimized landing and product pages, with high quality photos and attractive copy, maybe this time it wasn’t you.

Not even them.

It was life and the fact that we’re so “connected” all the time through any device that our attention span lasts a few seconds.

With luck.

Let’s face it, better now than never: no matter how awesome your products are, or even how much they need them, you can’t compete with the Grumpy Cat or Doug The Pug.

Nope.

Even less with a text message from their crush, their boss or a parent asking for something.

So how on earth can you compete for your potential buyer’s attention?

Short answer: you don’t.

Long answer: keep reading.

The key, a match made in heaven: marketing and sales funnels with Facebook ads.

With Facebook and Instagram ads, you attract the potential buyer’s attention and bring that qualified traffic to your website.

If they buy, great!

But let’s not leave it there. Two, five or ten purchases are better than one, right?

That’s where a properly set up sales funnel comes in.

Do you feel the big but coming?

As many as 50% of leads are not ready to buy when they first make contact with your business.

You have two choices:

  1. Give up and close your online store

  2. Embrace that reality and implement the necessary adjustments to convert those lost visitors into customers.

Facebook ads will bring those people to your ecommerce store, and email marketing is there to help you keep them, whether they buy today or later on.

Radicati states that the total number of business and consumer emails sent and received per day will exceed 281 billion in 2018.

More than 85% of adults send or read emails.

That’s only in the US.

Imagine selling to the US and the rest of the world through eCommerce.

Not bad, right?

It’s ideal to add touch points to meet your audience at different stages and moments, since putting content in multiple channels can increase views by 8x on average!

Let’s see how advertising on Facebook works together with email marketing to drive sales to your eCommerce:

SALES & MARKETING FUNNELS: THE PERFECT MATCH FOR UNBEATABLE FACEBOOK AD CAMPAIGNS

TOFU: Top of the Funnel

If you’re into healthy eating or love Japanese food, you may have gotten an idea of what to cook for tonight’s dinner.

Well, food references apart, we’re not talking about that 😉

Here are the people that most likely have never heard of your eCommerce.

Those that belong to your target audience, are in need of what you’re offering and willing to buy.

But they need to know you’re out there.

And that you understand their needs and expectations.

FACEBOOK AND INSTAGRAM ADS:

Let them see who you are through ads that raise awareness and spark their interest in your brand.

This is where content marketing comes.

You can take them to a blog post that speaks about a specific need:

“10 must-have accessories for first time runners”

“How to teach your dog to follow your lead when going out”

An article that talks about something that bothers your ideal client right now can attract lots of visitors that will convert to qualified leads -or customers, because yes, there might be purchases in that first visit.

Ads with pictures of the most popular products of the season, a specific category of products (bags, shoes, jewelry) can also work on this primary stage.

Let’s not forget about video ads.

For them to work, they need to grab people’s attention instantly, offering something they might find valuable:

  • Nuggets with useful information

  • Compelling story

  • Even a good laugh.

The key is engaging your target audience on a more personal level.

MOFU: Middle of the Funnel

In this stage, people are more ready to pay attention and listen what you can do for them.

They already know who you are and have seen something for them in your products and website.

They are already considering alternatives to fulfill a specific need, and you’re among them.

But keep in mind they’re also checking other vendors, and need more reasons to decide you’re the best choice.

FACEBOOK AND INSTAGRAM ADS:

What can you offer to people on the MOFU?

In this stage, they may or may not ready to buy, but they’re willing to hear more from you, in any of these ways:

  • Sign-up to a newsletter

  • Participate in a raffle/promotion

  • Download a free resource available in your website

  • Free trial, etc.

So in your ads you can promote your newsletter, stating clearly the kind of content they’ll receive and how often.

Or you’re running a special promotion (seasonal like Christmas, Halloween, Valentine’s).

Is there a downloadable resource visitors can get for free if they add their name and email address?

Spread the word on Facebook ads!

Facebook video ads come to the rescue on this stage, as well.

Since people are already considering buying from you, a short video explaining your customer’s pain points and how your products come with a solution might be something worth trying.

This can also work in the next stage.

The goal here is to attract their interest enough for them to willingly – and joyfully – provide their contact information to keep in touch.

After that happens, you’ll keep them coming back to your website.

And through retargeting campaigns, they’ll keep seeing you and your products on Facebook and the web.

EMAIL MARKETING:

In a fully optimized website, conversions are not only sales.

Conversions are specific actions you wanted them to take: sign-up to the newsletter, to access a promotion, receive a coupon, to contact you…

Actions that eventually will become become sales (“Patience you must have” – Yoda).

Bingo!

Now you have their email address.

They raised their hand to say “I want to hear and learn more of this brand. I’m interested enough to let you in my inbox and my day”.

So in this stage is crucial you offer valuable, useful content. It’s time to nurture that new relationship without being pushy or to insistent.

Otherwise, they’ll go away.

This time, for good.

Make sure to adjust email marketing campaigns and automations to the ways they interact with your e-store and your brand.

Did they sign up a few months ago, but no purchase yet?

Or it’s been over 6 months since the last time they placed an order?

Which products is he/she more interested in?

Has she placed more than one order in less than a month?

Offer incentives, re-engage, make them feel appreciated. It’ll pay big time.

BOFU: Bottom of the Funnel

Here there are less people, but closer to complete the purchase.

They already decided to buy from you, or plan to do so very soon.

For any of the reasons listed above, or just life getting in the way, they may be part of the 72% of buyers that abandon their shopping carts without buying.

But that doesn’t necessarily mean they don’t want your products, so give them a hand and remind them, with Facebook ads and email marketing.

FACEBOOK AND INSTAGRAM ADS:

Contextual and specific information are key in this stage.

Did they come and saw a specific product, but left without buying?

Bring them back with retargeting campaigns.

An exclusive discount can give them the final reason they needed to complete the purchase with you instead of your competitors.

The more you know about this person, the better.

At this point, it’s not only demographics or interest, also buying behavior.

  • Did he see over 5 pages (products, blogs) and then left?

  • Or did she visit your e-store and bought right away?

  • Are there holidays coming up?

  • Birthdays?

  • Anniversaries?

Maybe you need to boost your sales a little bit during a low season, and you can offer discounts of specific products or free shipping.

Video ads explaining how a product works, highlighting specific features, or seeing the product “in action” can attract your audience’s attention and help them make the decision to buy.

Did any of your products receive a positive review lately?

Make sure the Facebook world knows about it!

According to a BrightLocal survey, ‘93% of consumers read local reviews to decide if a business is good or not.’

So if there are buyers talking about how amazing your products, your business and customer experience is, potential buyers need – and deserve – to know.

Believe it or not, eCommerce could take better advantage of this powerful marketing tool in Facebook ads campaigns.

EMAIL MARKETING:

Just like with Facebook ads, the key in this stage is to leverage the knowledge of your audience – actual and potential buyers.

Use the power of segmentation and personalization.

Email service providers (such as Mailchimp, InfusionSoft, Aweber, ActiveCampaign and others) allow you to save certain information of subscribers.

If not, you can always ask them in the signup forms.

Make sure to consider in your lead nurturing strategy:

  • Product preferences

  • Categories

  • Content they find more interesting

  • Birthdays and other important dates

  • Buying behavior (how many orders has he placed in the last 3 months, for example)

  • Buying habits (how fast does she complete the purchase, or if she needs discounts and seasonal sales)

  • Reason for subscribing (download a free resource, a contest), and more information available

The mistake far too many eCommerce businesses commit is to think that the process ends with the sale.

In the short term, maybe, but if you wish to build a thriving eCommerce business that stays in the market for longer, that’s the wrong mindset.

One sale can become two, five, ten and so on.

And this is especially important: more customers.

People spread the word about products and the customer experience. If it’s satisfactory, they’ll speak with their family, friends, coworkers.

Do you see the potential there?

How to Create a New Facebook Business Manager and Ad Account

Follow these 4 steps to get your Facebook Ads 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 to [email here]. We’re here to help!

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.

Google or Facebook? Where to Start Your Business Marketing Journey.

Which platform should I focus my time and money on first?

About 90% of all digital ad spend is spent on Google and Facebook’s ad platform.

There are two aspects, or categories, to breaking down this question.

And it all revolves around BUDGET.

Whatever you don’t have in your budget, you need to replace with time!

Like everything in life…

…as well as, everything that involves running and creating a business, you need one of two things.

You either need time or money.

If you are lacking one, you need more of the other.

If you’ve somehow managed to accumulate both well then…  You’ve won!

It’s a trade-off.

And with that being said, you now have your two categories:

  • Organic

  • Paid

ORGANIC

Creating an organic marketing campaign is really all about how much time you have.

The time it takes to:

  1. Create content
  2. Publish content
  3. Distribute content

Interacting with your community with your content

Realistically, this takes a TON of time!

But of course, if you don’t have time – you are going to need a bankroll.

You’ll need a big budget to hire, outsource, or otherwise get the job done.

Google SEO is still the way to go with organic marketing campaigns.

Google’s search and its organic algorithm is still the best when dealing with “search“.

Their algorithm works very well…

…as opposed to Facebook’s.

Obviously seems a little off, coming from me!

I know.

BUT

To be perfectly honest organically, for Facebook, its nowhere near how amazing Google’s organic basic reach is.

Facebook is a pay to play system, just like all the other platforms.

But, after Facebook’s recent algorithm change…

…it has become even that much harder to reach organic audiences on Facebook.

Unless you have a pretty good following, a decent sized community, and a regular group of followers who engage with your content, it is VERY difficult to get the word out about your business on Facebook.

The thing about Google’s organic reach is that, unlike Facebook, you have room to be lazy!

That’s right.

I said it.

With FB, you need to be active and produce super-value all the time.

Whereas with Google, you have some leeway.

Yes, I say this out of experience!

Even for my own business, I started with a blog and targeting cold audiences on Facebook.

To this day I still acquire around 2-leads per week just from Organic search on Google.

As opposed to Facebook, where I still get organic leads, the overall quality of leads we receive from Google are far better than what we get from Facebook.

So until the day Alexa, Siri, & Cortana (…Skynet!) take over…

You’re still good to go with producing awesome content (written, in audio, or visual form) on Google’s platform and using some basic SEO skills.

DIGITAL ADVERTISING (…PAID!)

Now, the other side of the coin is when we have money to play with – which platform should we start with?

Obviously, I’m a little bias…

It would be like if you went to a Doctor, they’d say you need to take this medication, a Chiropractor would say you need an adjustment, and a masseuse would say you need a massage!

So I will say, START WITH FACEBOOK ADS.

They probably are your best bet anyways, and the reason I say that is simply due to Facebook’s level of targeting.

Their targeting is unparalleled. Not even Google has reached the level of targeting Facebook allows for.

For example… If I wanted to target a:

  • Mother of 3

  • Lives in Atlanta

  • Has a toddler aged child in the home

  • Drives a Mercedes

  • Works in Real Estate

I could do that!

(Can anyone say… Cambridge Analytica!)

As for Google…

If we look at Google Adwords and how it works, to simplify things, Google is a query-based system.

You’re paying for the “query” – the search term or keyword.

For example, let’s say you type something into Google… Say, “Taylor Swift“.

Google’s system will then (in theory) change that query into a question.

  • Who is Taylor Swift

  • What is Taylor Swift

  • Where is Taylor Swift

  • How is Taylor Swift

Then the algorithm will produce results based on the rankings system, or the number of “votes“.

Votes also known as, backlinks.

So you’ll see results like: Taylor Swifts Wiki page, IMBD page, her latest album, etc.

Now let’s say, she wants to sell her latest album.

And she wants her albums page to be at the top of the rankings…

Then she’d most likely advertise her album on Google, based on the “Taylor Swift” keyword, and her album Ad will be at the very tippy-top.

Needless to say, it’s very keyword centric, compared to Facebook’s ad platform.

Still with that said, at the end of the day, it’s all about your audience!

AUDIENCE

Now… You should know this information.

Nobody should know your audience better than yourself.

Let me reiterate…

YOU NEED TO KNOW YOUR AUDIENCE!

Even before you think of starting a business, you need to know your audience.

Okay… SO you know them… Good!

What terms do they search for?  What lingo or terminology do they use?
IS – ARE – WERE – the terms your audience uses to search for solutions popular terms?

For example…

If I am helping a Realtor run ads on Google, we’ll end up targeting keywords people are most likely to search for: “Buy a home“, “house for sale“, “sell my home” (bad examples I know).

BUT I will pay a boat-load for that placement, whereas with Facebook I can get a little creative and lower my cost per acquisition.

Now, if I am selling a widget…

…is the widget a popular widget?

Is it something new and innovative?

Will people actually search for it?

If your target audience doesn’t even know it exists, how will they search for it on Google?

STARTING TO MAKE SENSE?

With Facebook, I can put my message and offer directly in front of those exact people I am looking to target.

In a perfect world, you would target cold audiences on Facebook and remarket to those audiences on Google.

CONCLUSION

When looking at which platform to double down on, in the beginning, when first starting your business, working the two hand-in-hand is the best way to go.

BUT

Understanding your available resources of Time & Money will help you determine where to start…

If you have less money, you better have more time!  And with that time, spend it building out your organic marketing campaigns on Google.

If you’ve got more money, run some split tests, but budget more cash for Facebook Ads.