Dani Flores

Tips for Placing Ads on Facebook

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Facebook is a powerful tool to reach a highly-targeted segment of customers, develop your brand’s authenticity, and drive new business. As more and more companies discover the many functionalities of the platform, paid ads on Facebook are becoming increasingly popular—and effective! However, before jumping into Facebook advertising, consider the tips below to make the most out of the platform.

Take Stock of Your Assets

As with every social platform, having great content and a loyal following is key to implementing successful campaigns. If you’re just starting out, take a moment to ask yourself: do I have relevant and creative materials that I can use for my ads? This may include photographs of your products or services, videos with captioned audio, a mobile-friendly website, and branded graphics and overlays. Facebook is primarily used for entertainment and personal connection by your audience. For this reason, your content must always be fresh, engaging, and consistent with your brand. If you don’t already have a library of resources, the first step you should take is to develop new assets and put a team in place to generate more content for the future. Some important assets include:

  • A mobile-friendly website that guides visitors to browse multiple pages
  • Thematic photos of your products and services that match your brand’s personality
  • Videos of your company or products in action

Define Your Goals

Facebook allows you to set a multitude of goals to deliver the results your company is seeking. However, the Ads Manager should be thought of as an ecosystem, where multiple campaigns should work in unison and build off of each other. Your campaigns should be stacked into short-term and long-term goals that will ensure your Facebook engine is nurturing your customers with varied, relevant content. For example, some timeline-driven goals could include:

  • Re-engage website visitors on Facebook through retargeting (short-term)
  • Collect e-mails from new visitors to begin building a database of prospective customers for future engagement and nurturing (short-term)
  • Increase conversions and revenue through sustained advertising (long-term)
  • Drive traffic to your website to boost overall brand awareness and page followers (long-term)

Identify the Right Audience

There are millions of users you could potentially target on Facebook. The challenge is narrowing it down to the audience that will actually buy your product or request your service. At first, it will be a little like shooting in the dark. However, with time, your audiences will begin to show affiliation to your brand. If an audience is underperforming, act quickly to turn it off and redistribute your budget. This will ensure you boost the right ads to the right people. Before you build your audiences, consider these tips:

  • Research your current followers to identify key demographics, interests, and brands they enjoy to create custom filtered audiences
  • Retarget users who visited your website by connecting Facebook to Google Analytics
  • Find users similar to your existing customers by building a Lookalike audience from your email list

Test, Analyze, & Iterate

It’s a mistake to expect that your ads on Facebook will be an overnight success. It is often a multi-touch process that requires various rounds of testing and iteration. Remember, when you first start advertising, your audiences and content have not yet been refined or informed by real data points. Once your track record on the platform increases, so does your brand’s credibility. Your audiences will also mature as they get more exposure to your company and your products on Facebook. Always report on your campaigns consistently to understand how to improve and optimize your ads to reach your goals.

  • Test different types of media (photos, videos, animated GIFs)
  • Test different age groups, geolocations, and interest groups
  • Analyze data from Facebook to determine what type of content resonates the most
  • Analyze website data from Google Analytics to identify trends and preferences about your products or services
  • Adapt your audiences as you gain more insights from those who engage with your ads
  • Adjust your ad types and goals according to the preferences exhibited by your audiences

Roadmap to Choosing the Right Marketing Automation Platform for your Business

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Marketing automation has a two-fold promise: 1) increase your visibility on your entire marketing strategy with comprehensive analytics that drive more conversions, and 2) align your sales team with marketing efforts that will save them time in closing leads. Innovative new platforms designed to make campaigns more effective allow businesses to nurture customers in real time using relevant behavioral data. However, finding the right software and implementing it correctly can be an uphill battle if it’s not the right fit for your business.

In today’s marketing landscape, all of your marketing activities can all be funneled into your automation platform, ranging from non-digital initiatives such as direct mail and tradeshows to digital campaigns such as PPC, SEO, and email marketing. The advantage is that you are able to track, manage, and target each individual customer based on their interactions with all of your marketing efforts rather than any single isolated campaign—making the customer’s purchase journey continuous and centralized. Each stage of the customer sales cycle is mapped digitally to enable real-time action. The result: targeted campaigns that nurture the right customer, at the right time, with the right message. Triggered-based marketing is a key feature of marketing automation platforms that enable the deployment of emails based on a set of conditions, which include preset timing, demographic segmentation, and behavioral data.

Marketing automation platforms can have a range of basic and advanced features. These features allow you to create automated email drips, integrate marketing campaigns with a client’s CRM and website, track the lead lifecycle, and align efforts with the client’s sales team.

Email marketing platforms such as MailChimp, emma, and iContact Pro offer basic automation that is suited for small businesses and ecommerce websites. They are generally inexpensive, easy to use, and offer basic automation features such as:

  • Building and Personalizing Emails
  • Sending Outbound Emails
  • Building Drip Campaigns
  • A/B Testing
  • Automated Email Responses
  • Mobile Optimized
  • Landing Pages and Forms
  • CRM Lead Integration
  • Marketing Lead Database
  • Reporting 

Advanced marketing automation platforms such as HubSpot, Marketo, Act-On, Pardot, and Eloqua offer a more robust set of features that are needed for advanced drip campaigns, lead nurturing, and predictive analytics. These include: 

  • Automated Alerts and Tasks
  • Dynamic Content
  • Building Triggered Campaigns
  • Online Behavior Tracking
  • Lead Nurturing
  • Lead Scoring and Grading
  • Nurturing Segmentation
  • Data Quality Management
  • Open API Integration
  • Reverse IP Lookup 

Marketing Automation is a powerful tool for lead generation and sales alignment. With the right platform, businesses can achieve more engaging marketing campaigns that drive more qualified leads to the sales team and effectively increase revenue. However, depending on the features your business needs, marketing automation does not have to be complicated or expensive. If you are considering more complex technologies, it may be worth reaching out to the experts.

3 Easy Ways to Drive More Call Conversions

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What makes your phone ring? In the increasingly mobile marketing world, phone calls remain the engine of sales. As more and more people have access to smart phones, “click-to-call” has become an instant way for customers to interact with businesses at the touch of a button. Whether you own a small business or a multi-national company, chances are that you stand to gain more conversions by encouraging mobile calls during key stages of a customer’s purchasing cycle.

Here’s 3 ways to help your customers make the decision to pick up the phone:

Invest in Click-to-Call Ads
Digital ads are a proven tactic to increase website traffic and generate leads. A lesser known fact is that digital ads can also be used to drive more phone calls, oftentimes resulting in more conversions. According to a study by Google, 70% of mobile searchers use “click-to-call” buttons when provided in AdWords. If you have digital advertising campaigns running online, you can start increasing your inbound calls right away by following a few simple steps:

  • Include AdWords Call Extensions, which add phone numbers to your active Adwords ads in the form of a “Call” button. Mobile users will be able to click on their devices to directly call your business.
  • Try “Call Now” buttons, a popular feature on Facebook and other social media platforms that allow businesses to reach local customers. This ensures that your ads target the audiences that are likely searching for your services in the nearby areas.
  • Optimize your ad copy with more call-centric calls to actions and messaging such as “Call Now for 20% Off!” or “Call us for a free consultation” to incentivize customers to click your phone number.

Add mobile-friendly phone numbers to your website
Your website is a crucial asset in helping your customers make decisions. For this reason, it’s important to provide not only relevant information, but also relevant calls to action to turn visitors into leads. Implementing online contact forms is a popular tactic that encourages customers to inquire about your products or services. You can take it one step further by introducing mobile-friendly phone numbers to capture leads in real time and provide your sales team with a ripe opportunity. Two of the most effective placement options include:

  • Static Website Header: Help your call to action stay top of mind throughout your website pages with a visible header that includes a click-to-call phone number. This eliminates the need for the customer to search for your contact page and allows them to call you right when they make the decision to purchase.
  • Landing Pages and Contact Forms: While it may seem counter-intuitive to include a phone number on your landing page along with your main call to action, it can be an effective way to decrease form abandonment. Giving customers the option to call at the moment when they stop filling out a form is a great way to recapture leads that would otherwise lose interest.

Implement Offline Call Attribution
Once you’ve incorporated “click-to-call” tactics, the next step is to track and optimize your ads by analyzing their performance. This task is easier with Adwords and social media platforms, which offer call data on their robust dashboards. However, call traffic becomes harder to gauge when users begin calling offline. For example, if a customer finds your business via a desktop search, a direct mail post card, or a flyer and then calls you on their mobile device, it can be hard to determine where the lead came from.

By implementing call attribution, you’ll be able to understand which campaigns are the most effective and feed more information into the overall optimization of your marketing strategy to drive more conversions. There are many inexpensive platforms that allow businesses to attribute offline phone calls back to the original digital or print campaigns that drove them, such as CallRail or DialogTech. How it works:

  • The software integrates “Dynamic Number Insertion” into your campaigns, which swaps your local business phone number with a different, unique phone number.
  • This identifier acts as a ‘campaign ID’ that allows customer calls to be traced back to the original online search, landing page, or print source that led to the conversion.

Conclusion
The marketing landscape continues to become more competitive and overcrowded with information. Sometimes, a little human interaction is all that a customer needs to take that final leap to purchase your product or service. Ensure you’re there to catch them by integrating these 3 easy strategies into your marketing plan.