How We’re Converting Leads From Facebook

Over the past several years, we’ve been working with our clients in the Backyard Recreation industry to promote live events (tent sales, home shows, spa expos, etc.) via online advertising including both Google Adwords and Facebook.  Every time we do a show, we go back and look at what we can learn and how we can improve for next time.  We’ve learned a lot, and I want to share some of that in this post.  I’ll cover Adwords another time, but this post is really focused on Facebook.

First, a few numbers:

  • Over the most recent events we’ve done (late July through mid August, 2015) we’ve spent over $20,000 advertising on Facebook.
  • On average, our clients are getting qualified leads (name/email/phone) for right around $40 per lead.
  • The recommended total investment per show is ~$4,000 (this includes our fee and advertising dollars)
  • At the show itself, at least $30,000 worth of product sold is directly attributable to Facebook (and usually in excess of $50k)

How do we do this?

We hear all the time from prospective customers that, “There aren’t any good leads on Facebook” or “Facebook doesn’t convert to real customers”.  I think that both of those statements can be true but only because most people don’t build a full lead capture structure.  While it may be great to see your “Likes” go up or people commenting on a post, it’s an entirely different beast when you’re able to capture a person’s name, email and phone number right off of Facebook.  Let me explain.

First off, if you want to know all of the crazy details that go into a show promotion campaign, check out our detailed description here.  Our team puts in over 30 hours of work on every show (yes, for just three days of advertising) which really is the key to making this kind of promotion successful.

Landing Pages

For every show or event we create a custom, mobile friendly landing page with a couple of key items:

  • The offer:  What do they get?  Dollars Off?  Great financing?  Something to entice someone to get in touch.
  • Show details:  Locations, days, times, pictures, etc.
  • Options to redeem:  Fill out our form, call us or print out the page and bring it in.
  • Google map: Easy to access directions on desktop or mobile

Every landing page is custom for every event and we use one of our great custom URLs to separate you from the crowd.

Something that has absolutely shocked us this year is that 96% of website traffic from Facebook is coming from a mobile device.  This is why it is absolutely critical to have a mobile friendly landing page so people can quickly and easily get in touch.

Landing Page Examples

Here are two different landing page examples.  You can see both the Desktop and Mobile version of each one.

Example #1

mobile-landing-page-2
Mobile landing page #1
desktop-landing-page-2
Desktop landing page #1

Example # 2

 

desktop-landing-page-1
Desktop landing page #2
mobile-landing-page-1
Mobile landing page #2

Engagement

The single most important metric in the world of Facebook is called “Engagement”.  While Facebook tends to be a bit vague with exactly how they calculate engagement, a rough calculation includes the number of Likes, Comments and Shares that your posts and ads receive.

Our team has gained a ton of knowledge in this area and we really know what is going to make your audience react positively (and hence, engage) with your posts.  We’ll edit and crop a photo just right so people HAVE to click on it to see more – this will redirect them to your landing page (see above) and convert into a lead!   I’ve added a few examples of what you’re looking for with engagement below:

Engagement-3 Engagement-2 Engagement-01

The great thing about Facebook is that it is super easy to share a post with friends.  All someone needs to do is start typing their friend’s name and it will auto-fill the rest and notify the friend.   Much easier than forwarding an email or remembering to tell someone about it later…

Follow Up

For every show we provide you with real time lead information directly to your email or via text message.  This gives you and your team the opportunity to immediately engage leads as they express interest in your event and products.

In addition to real time follow-up, we’ll also setup an automated followup sequence that will email these leads a few more times over the next couple of days following your event.

What are you waiting for?

With a proven ROI hovering around 3-5x (assuming 30-40% margin) working with us to promote your shows and events should be an easy decision.  To get started, you can either contact us here, give Tim a call or fill out the form below and we’ll be in touch ASAP.


PPC vs. Social: One Landing Page Does Not Fit All

Landing pages are not good multi-taskers.

Every landing page is built to do just one thing, and is designed to guide just one type of visitor toward NIce-landing-pageone type of action. Get a social visitor to sign up for an email list. Convince a PPC buyer to purchase something. Entice an inbound email source to click through to another page.

But so many businesses — even some large, established brands — continue to use a single set of landing pages for both social and PPC. Don’t cut this corner. If you do, you’ll never achieve the number of conversions or level of ROI that comes with dedicated landing pages. This rule applies for all entry points, but most dramatically for social and PPC.

Why, you ask?

Opposite Ends of the Funnel Do Not Attract

When visitors land on a page from social media, they are usually coming from at or near the top of the sales funnel while in the discovery phase. Pay-per-click visitors, on the other hand, are arriving from at or near the bottom of the funnel.

What does this mean?

It means that PPC visitors have probably already decided to buy. They’ve hit all the touchpoints on the ever-tightening funnel during their purchasing journey from discovery to click. They’ve done the research, read the blogs, joined the affinity groups and scoped out the competition. They are waiting for the right time — and the right price — to pull the trigger. Social visitors, however, probably just discovered you. It is likely that they are not at all familiar with your brand or product.

A single landing page can not possibly accommodate both of these visitors.

LandingPages1

Start With the Basics, then Tweak for Social

Like all landing pages, social LPs should:

  • Mirror the language, layout, design, images, fonts and color scheme of the ad.
  • Be clean and uncluttered with no navigation bar.
  • Contain short, powerful headlines that summarize brief, concise copy.
  • Convey a clear value proposition.
  • Contain obvious, compelling calls to action that stand out and contrast.

Create unique landing pages not just for social — but for every different social network. The look and feel of your LP has to reflect your ad, so visitors from Twitter can not land on the same page as visitors from Facebook. Each social media network has different best practices for image and ad dimensions, so for the sake of continuity, landing pages have to be unique to the network.

LandingPage2

That might sound like a whole lot of very similar LPs — and that’s exactly the point. You get better results with more landing pages. According to VentureBeat, businesses with more than 40 landing pages got 12 times more leads than those with five or fewer. Businesses with at least 30 landing pages got seven times more leads than those with 10 or fewer.

If visitors have made it to your landing pages, congratulations — you’ve done everything right up until now. They noticed your ad. Your content enticed them. Your social posts convinced them. Don’t blow it now by trying to cut corners at the finish line.


Emotion is a Powerful Tool — Use it Sparingly in Your Content

Dry, stale, textbook-ey content isn’t the worst thing on the Internet. People yelling about politics in ALL CAPS on my Facebook wall is the worst thing on the Internet. But lifeless, boring content is a close second.emotion_cartoon

Whether it’s funny, endearing or anything in between, great content triggers an emotional response from readers because it is genuine and compelling. But contrived or exaggerated emotion is never a substitute for depth and quality. Failing to monitor the level of the emotion in your content can make you come off as insincere, disingenuous or fearful that your product can’t sell itself.

Don’t Use Scare Tactics to Play to People’s Fears

Is the shampoo you’re using right now killing your children? Find out at 11.

How many times have you heard a local television news teaser that sounds like the trailer for the latest horror movie? When you play to the fears of your audience and exaggerate what they’re facing, you lose credibility. Desperate politicians run scare ads with ominous voiceovers explaining that their opponent wants to release sex offenders from prison and give them a windowless van full of puppies and candy on the way out.

Keep in mind, no one trusts politicians.

Hopefully whatever you’re selling can help someone solve a problem. Definitely identify that problem so you can articulate why your product or service may be the solution. But the zombie apocalypse isn’t coming, and you shouldn’t try to scare people into thinking it is. They have a round hole. You have a round peg — just make the introduction.

Snake-Oil Salesmen Oversell

Used car salesmen get a bad rap — or maybe they get exactly the rap they deserve.snake-oil-salesman

“She’s a beauty! Look at that Champagne exterior!”

“That’s just beige.”

“This baby is going to tell everyone else on the road that you’re not afraid to take risks.”

“An ’08 Camry? Yeah, I’m one step away from Evil Knievel.”

“She’s certified previously owned.”

“You mean used.”

When you hype something up, people feel like you’re insulting their intelligence, which they resent. Resentment makes checkbooks close very quickly. Authenticity builds trust.

Exaggerating the Problem Dilutes Confidence in the Solution

There is a commercial on television for a product called Flex Seal, which is a spray-on rubber sealant that you can use to fix cracks in things that should be watertight, like flower pots or vases.

To prove the magical power of their product, the salesman shoots a small fishing boat at point-blank range with a giant Civil War cannon until the bottom of the boat looks like Godzilla used it for a toothpick.

Cut to the next scene and — poof! The boat is floating in the water with the salesman on board holding a can of Flex Seal, which he assures us was used to patch up the mangled boat he just massacred with Napoleonic artillery.

His viewers have a puncture in a garden hose or a gap in their bathtub sealant, which I’m sure Flex Seal could fix brilliantly. But I don’t believe that spray-on rubber can mend damage from cannon fire, and when you claim that it can, it makes me suspicious of everything else.

People are smart.

They can see through dishonesty and they can smell tricks designed to play to their emotions. Great content triggers emotion from authentic, inspiring ideas and innovation, it doesn’t use emotion as a weapon.


Accruing Feminine Interest for Your Business Through Pinterest

Pinterest almost always gets overlooked by businesses trying to get in on the social media scene. Facebook and Twitter get all the glory, and Pinterest is often left in the back alley picking up scraps. What causes this is simple: businesses exist to make money — to monetize products or services — and many business owners don’t believe that is possible with Pinterest. What can you gain from free pictures?

Pinterest_Infographic

Before we get to that, let’s look at some numbers.

  • A whopping 85% of Pinterest users are female
  • 42% of all American women with Internet access have Pinterest profiles
  • 72% of Pinterest users live in middle-income households
  • 38% of female Pinterest users are likely to be early tech adopters

As anyone who is familiar with Everett Roger’s Diffusion of Innovations theory, early adopters are the lifeblood of businesses. These are the people who jump onboard with new products or services before they’re popular and provide invaluable and well-meant feedback to the business. And a whole bunch of them are on Pinterest (Remember: 85% of ALL PURCHASES are made or influenced by women).

A rapid and completely unscientific poll of female Pinterest users I know personally revealed the following:

Pinterest appeals to women because it allows them to be “highly efficient” at collecting a virtual scrapbook of new things that appeal to them. Pinterest gives them a synergy of ideas (one woman pointed out that she could collect input from people without having to be connected and interact with those people). And best of all, they could find whatever they wanted, all completely free.

Let’s go back to how businesses can capitalize on this.

For the uninitiated, Pinterest allows users to post images of things they like. This allows for an unhindered exchange of ideas: wedding decorations, DIY household fixes, handy new products, and wish-lists of things users want.  Ask yourself a few things:

What if I pinned…

Pinterest is still underutilized; it’s foolish of businesses to overlook this game-changing asset. Stop looking at Pinterest as a digital bulletin board and use it for what it is: gamified free advertising. It’s not just about Facebook likes anymore. You want your business to be successful? Starting pinning.

 


Counteracting Invisibility | Adapting to Facebook’s Newsfeed Changes

Photography by Lazyfruit PicturesAlamy

Have you disappeared?

Facebook changed its newsfeed algorithm yet again at the beginning of 2015, resulting in one of the most impactful adjustments for business pages on the virtual site. After conducting surveys, Facebook claimed the overwhelming result was that users wanted to see less from businesses and more from their friends and family. As a result, Facebook practically booted business page status updates from regular newsfeed results.

There is talk around the Internet that this change is a fatal blow to Facebook marketing, requiring business pages to spend money to “boost” their posts, in order for them to be seen. However, that isn’t entirely true to form. Facebook is still very business-friendly, if you know how to play into its hand.

Understanding the Changes

Before you find loopholes, you have to understand the rule. Basically, Facebook is limiting organic content from business pages that comes off as promotional. Again, this applies to organic status updates, not ads. As Facebook advertising expert, Jon Loomer explains, Facebook defines the following as being promotional:

  • Posts that solely push people to buy a product or install an app
  • Posts that push people to enter promotions and sweepstakes with no real context
  • Posts that reuse the exact same content from adsKeep It Conversatioanl

What this tells us is that, if your status updates are conversational in context, you shouldn’t see much in the way of falling views. But if you get promotional with those posts, then the reach for all  of your posts will start to fall significantly because Facebook will flag your business.

Keep in mind that Facebook doesn’t have individuals perusing your page every day to check on what you’re posting. Now, this is algorithm based, which means something that totes the line between informational and promotional could go either way. And trying to argue your point to Facebook is often a feeble effort, since they rarely provide a direct response.

So, if your business page gets throw in Facebook jail for being too promotional, good luck posting bail.

Staying on the Radar

Simply put, your business page status updates, pictures and videos need to remain informational in nature. Steer clear of the word “buy,” for example. Yes, even if you have an amazing special going on that you want your followers to know about. In that case, you’ll need to direct them to the “Specials” button on your Facebook page or even on your website – teach them where to find that information and plug its location rather than the deal itself.

Implement hashtags to make your posts searchable to the general public. Facebook will now allow users to search by hashtags in the search bar (like on Twitter). This could certainly be used to your advantage, if you’re utilizing the right phrases. (That’s another blog post for another day.)

Another option is to regularly encourage people who like your page to follow it too. Under the “Liked” button on your cover photo, they can select “Following” to see your updates in their newsfeed. If they really like your business and you have lots of important things to say, encourage them to select “Get Notifications” from the same drop down menu. Then, every time you post something to your page, that follower will have a direct notification of it, which reduces the risk of missing something important.

Still yet, boosting your page’s status posts is a sure-fire way to be seen by your followers and even their friends who may not yet follow your page. My own, personal experience with boosting Facebook posts has yielded substantial reach, so I can attest to its effectiveness.

BOOSTS(1) Recently, boosting a status update on a client’s page for a mere $5, spread over two days time, resulted in over 3,000 views of the post. This particular page has less than 150 “likes” and rarely reaches viewing capacity with a regular status update. Figuring in a $5 budget per week to boost one status update means a Facebook marketing budget of merely $20 a month, and the possibility of doubling (or more) your reach.

Visibility is, of course, the goal here. Whatever your method for being seen, gone are the days of passively posting on your Facebook business page.  Well, truthfully, those days were never here in the first place, but if your social media management was half-hearted before, it certainly can’t be now.

Post with intention in order to be seen.

To brainstorm your own business Facebook strategy with The Get Smart Group – give us a call for a free 30 minute consultation! CLICK HERE to request your consultation now.

Photography by: Lazyfruit PicturesAlamy


Developing Your Brand | Hook Them With a Story

By: Michelle L. Cramer

One of the most popular television comedies in recent years is How I Met Your Mother, which concluded in 2014 but, much like Friends or Seinfeld, will likely run syndicated for years to come. The whole premise of the plot was that the main character, Ted, was telling his teenage children a very in-depth, nine season story of how he met their mother (who wasn’t introduced at all until the end of season eight). What it turned out being was more of an extended story about his best friends and their interactions during their 20s and 30s.

During that process, viewers got to know the characters and have expectations for their approach to the world around them. Because that’s what stories do – they connect us, drawing us in to someone else’s world and making us a part of it.

And that’s why it’s critical for your brand to have a story. When customers know where you come from and what you’re motivations are, it draws them to your company, connecting them to your products and services in a deeper way than if they simply grab them off the shelf.

Where it all BeganWhere It All Began

“Founded in 1987” just won’t cut it anymore. Your customers need details about the formation of your company. Maybe not eight seasons worth of back story, but enough to give them the feeling of how important this company is to you.

Make sure there is an About Us page on your website. Be sure to fill in the About section on social media profiles too, such as your Facebook Page, Twitter and Instagram accounts. While the latter don’t give you a lot of room to work with, pull one sentence from your full company bio that embodies where your motivation comes from. And as far as Facebook is concerned, the About details offers as much room as you can use, so you might as well put the same information there as is on your website.

When you’re forming your company’s story, answer the following:

  • What were you doing before you started the company?
  • When did you start the company?
  • Why did you start the company? Don’t be vague with something like “I saw a need.” Elaborate on why it was important to you to meet that need.
  • What milestones has your company reached since its formation? When did you know that you had something successful and were on the right path?
  • Have you won any awards? List them!
  • What is your company focusing on achieving right now?
  • What are your goals for the future (say, 5 to 10 years from now)?

Bring on the Character References

Having testimonials and reviews from your loyal customers adds to the story you’re conveying about your company. You don’t want to just toot your own horn and have nothing to back that up. When a customer sends you a thank you email, post their words on your website. Add them to the end of your about page or create a page just for testimonials.

And there is nothing wrong with reaching out to satisfied customers and asking for a little feedback on your company and your products/services. Send out an email or post a status update on your Facebook page requesting reviews. A little incentive (a freebie or discount) will go a long way in getting the feedback you’re looking for too.

Keep Your Story Current

Your brand’s story doesn’t stop at your creation tale and old reviews. Update your About Us details to tell customers about new developments and milestones in your company. Bump old testimonials (unless they’re really good ones) and replace them with more recent ones. If the most recent testimonial of your company is from 2006, potential customers are going to think you’ve lost that competitive edge.

Also, remain active on social media. Update the status on your Facebook page daily and let customers know what you’re developing, new products in the works, projects you’re currently doing for customers, etc. Post pictures on your company Instagram account showing your team in action, fun things happening around the office each day, on-the-job happenings, products out for delivery, and generally every non-secretive aspect of your business.

Allow your story to be continual and customers will begin to feel like they know you. Knowledge equates to trust in your company and your brand. And trust goes a really long way toward success.

And make sure your story doesn’t have a plot twist that splits the masses like the ending of How I Met Your Mother.


Don’t be Normal | Tailoring Your Brand to Your Target Market

By: Michelle L. Cramer

There is some tough scrutiny passing around over GAP’s latest “Dress Normal” ad campaign. Launched in August of 2014, the campaign started with celebrities wearing “normal” clothes, doing non-exciting things. As the holidays approached, the campaign shifted to showcase some unexpected holiday interactions – such as a pre-teen boy lip syncing to an old-school crooner for the whole family, or the lanky guy in plaid attempting to kiss a much older woman under the mistletoe – followed by the subtle reminder to “dress normal.”

Way to exclude a large portion of your customers, GAP. Because it’s basically tying a negative aura to any semblance of abnormalcy, when most everyone has some weird quirk, habit or characteristic that makes them stand out from the crowd. It’s called individuality. And GAP seems to think that no one wants anything to do with it.

This, my friends, is a prime example of failing to tailor your brand to your target market.  GAP is inadvertently alienating its customers by encouraging uniformity – go ahead, everyone… wear our cloths so we all look the same and no one stands out. Dress normal.

Pfft.

Insults are Risky

Noises that express displeasure aside, while you certainly want your brand to stand out, you don’t want to upset potential (or even current) customers. Telling your customers that they’re not accepted for who they are—whatever that may be—will promptly send them to your competitor. People want to be themselves and be accepted that way. And they want your product to simply compliment that, not express false pretenses.

The key is branding your product or service in a way that draws people in and makes them believe they need your company to accentuate who they are and what they do. In keeping with our focus on GAP’s faux pas, a better approach to their new campaign would be something along the lines of “Dress to express who you are.” Then it would be prudent to showcase the endless options one could throw together with the GAP clothing line to express individual style and flair, all while still wearing the globally known brand: GAP.

Now, obviously, some products are going to have more refined tailoring necessary to monetize a brand. If you sell riding lawn mowers, you want to plug your products as time saving, precision instruments in a homeowner’s lawn care arsenal. However, if you’re slogan was something like “Be lazy” – emphasizing that a riding mower requires less effort and, therefore, makes the user lazy – well, you’re going to limit your target audience significantly.

That isn’t to say that you wouldn’t reach some potential customers, but you certainly risk seeing backlash if you take a negative approach to your branding.

Make it Memorable

The whole idea of a successful branding campaign is to get potential customers to remember your company by name and what products/services you offer. Branding is a long term thing, planting ideas in the heads of consumers so that they will either buy promptly because their need/desire is immediate, or remember your company when the need/desire for your product crops up in the future. While GAP’s campaign is certainly memorable, it may very well have the opposite effect on consumers, causing them to seek out competitor brands.

To keep your brand pointing in the right direction, ask yourself the following:

  • What is the motivation behind our brand approach?
  • Are we emphasizing the company or the customer (they answer should be “the customer”!)?
  • Is our branding geared toward our ideal customer (consider demographics such as age, location, income, gender, etc)?
  • Does our branding leave a positive lasting impression?
  • Can potential customers recall the company name and products offered after exposure to our brand?

The most accurate responses to these questions are acquired through market research, and testing the branding on a select portion of your target market to gage reactions. Listening to feedback from your target market will allow you to tailor your brand in a more direct—and successful—way.

Despite what GAP may believe, your company can be cool without being normal.


Cohesive Brand Elements | Molding Together Logo and Content

By: Michelle L. Cramer

Have you ever watched Gilmore Girls?

Stick with me, here; I swear I have a point.

That show was a repetitious contrast of two very different worlds: the haughty, well-to-do world of Lorelai’s wealthy parents, and the humble, independent world she and her daughter truly loved. In the seven seasons of the show’s series, Lorelai’s mother frequently ridiculed her (whether directly or through a stream of back-handed comments) for not meeting the rigorous standards of mannerisms that came with the Gilmore name.

Lorelai’s true self never fit into the ritzy world she came from. She preferred rock-n-roll and t-shirts to orchestras and ball gowns. Her life message never coincided with the Gilmore reputation. One might say that the content of her life was in stark contrast with the logo that hung over her head from birth.

See what I did there?

Contrast Can Work Against You

I’m well aware that many readers (especially of the male variety) are likely unfamiliar with my frame of reference, but the concept is clear. When you have a message to convey, every element of your brand needs to bleed right into the other. The mental response a reader has after skimming the words on your website or blog needs to match the visual appeal of your logo.

For sake of argument, let’s say that you, the person currently reading this particular blog post, own a hot tub store. Like many others in the industry, your logo design likely utilizes some flowing water type design in order to help evoke the feeling of relaxation you want associated with your product. Now, let’s say that the blog for your company fails to address the relaxation benefits of your product, but rather, addresses cleaning and winterization instructions, all those party accessories, landscaping your yard to snazz up the space, etc.

The blog focuses on the work associated with a hot tub, but the logo (and probably the images on your website, with models practically sleeping in their hot tub because they’re so relaxed) is designed to sooth and relax.

This isn’t a cohesive marketing tactic.

Unity Within Your Brand

While you might think that my disconnection is a stretch, there is certainly truth there. Potential customers may not be able to tell you for certain why they chose not to buy from you. But when they choose a company with a flowing logo and website, and whose blog focuses on all of the health benefits of a hot tub, how seamlessly the filtration system works and their monthly maintenance services – taking all of the work out of the customer’s head – the connection becomes pretty clear.

You need to synchronize your marketing efforts. And that begins with defining your message and motivation. Once you clearly define the message you want to convey, then you simply use that as the foundation for every aspect of your marketing web.

Sticking with the “relaxation” theme, here, you’d want to emphasize things like an overly helpful customer service department, a sales team that gets through the process without pushing the customer, contractors that stay on schedule with installation (or even finish early), and a maintenance team that is so diligent the homeowner never has to add chemicals to the hot tub. Your logo should be dominantly blue (how convenient in the hot tub industry), which research shows evokes calm, along with brown. And your content marketing needs to emphasize all of the relaxing benefits of hot tub ownership.

Cohesive brand elements assure potential customers that you know what you’re doing and they immediately begin to trust you. Contrasting brand elements, on the other hand, provoke uncertainty, and that’s probably the last emotion you want potential customers to have when they come across your business.


Target Potential Customers With Facebook Lookalike Audiences

By: Michelle L. Cramer

For some time now, advertisers have been able to create Facebook Custom Audiences, matching customer data they already have to current Facebook users so that their ads target them directly. In 2013, Facebook launched Lookalike Audiences, an additional targeting feature that works with Custom Audiences to reach potential customers as well. Lookalike Audiences is finally starting to gain some traction with advertisers, so we thought it prudent to provide you with more information on how to use this feature effectively.

look-alike-audience

The 411 on Lookalike Audiences

When you create a Custom Audience on Facebook Ad Manager, you upload data about your current customers –typically email addresses – to the social media platform and the program finds your customers’ Facebook profiles. Then, anytime you advertise on Facebook, you can select to have that ad targeted directly at your customers there, essentially giving your business another means of exposure.

Once you’ve established your Custom Audience, you can create a Lookalike Audience, in which Facebook pulls demographics from your current customer list and creates a list of potential customers on Facebook that match those demographics. This gives you an opportunity to broaden your reach in a more effective and direct way.

Taking it One Step Further

In January 2014, Facebook opened up the opportunity to create Website Custom Audiences (WCAs) using  data from your website traffic to target Facebook users – and the skies opened up for advertisers. Then Facebook connected Lookalike Audiences to WCAs… and the targeted advertising potential skyrocketed to new heights. By using Lookalike Audiences in connection to your WCAs, you’re Facebook ads become visible to users who simply match the demographic of potential customers that once visited your website. Can you fathom the reach?

According to Facebook Advertising expert, Jon Loomer, the benefits of using WCA Lookalike Audiences are three-fold:

  • Provide an opportunity to increase website traffic overall (thus boosting results on Internet searches)
  • Allow you to target audiences based upon visits to a specific page on your website (such as the how-to page or frequently asked questions)
  • Allow you to target audiences based upon hits to a specific section of your website (so you can target those who are likely to buy a specific product)

There is also an option to create a Lookalike Audience based upon the people that use the mobile app for your business (if you have one). This offers the same customizations that WCAs do, down to creating a lookalike based upon users who take a specific action within your app.

Reaching More Fans for a Facebook Business Page

Additionally, you can create Lookalike Audiences based upon your current fans for a specific Facebook page under your control. This is a great option for businesses that don’t have an email list established yet or those that see more traffic on their Facebook page than their website. The latest numbers show the number of Facebook users to be more than 845 million people… try to imagine.

Basically, using Lookalike Audiences has the potential to reach an immeasurable number of potential customers more directly, rather than hoping someone enters the correct terms in an Internet search to bring up your website. You can create an ad audience for each product you carry, service you provide, information on specific blog posts, Facebook fans and more. You may need a social media strategist on your team just to keep up with all that potential.

Want to learn more about how to do this and integrate your infusionsoft campaigns so you can target leads and customers who have opened your emails? Schedule a free 30 minute consultation by filling out our form!

 


Viral Customer Service | Social Media Marketing

Viral Customer Service

At the end of August, Evian launched a full-scale campaign on Twitter that set a new precedent in social media marketing. It wasn’t some outlandish tweet to gain attention, an awesome video/picture or a pressing question people just had to answer. It was customer service coated in the old traditions of simply taking care of people.

And that is why it went viral.

Do You Have Virality?

These days, very few social media campaigns obtain a viral standing without something in it for the followers. One may argue that the Ice Bucket Challenge is an exception to this, but that was in support of a cause. When you’re marketing a brand – trying to sell a product or service – and are seeking a viral response to your efforts, there has to be something in it for consumers. Few will participate unless there is some clear incentive.

Fallon-hashtag-tweetSure, Jimmy Fallon breaks records on Twitter weekly with his Hashtag Game. However, the incentive there is the possibility of being on national television when Jimmy reads your Tweet on his show. Everyone wants their 15 seconds of fame, after all!

The #Evianbottleservice campaign ran from August 19-21, geared toward New York City park goers on hot days (also using promoted posts targeted at the zip codes near those parks). Followers used the hashtag in a Tweet that described their location and Evian’s community managers responded. In less than ten minutes, brand ambassadors hand-delivered a bottle of Evian to participants. The following week, as a sponsor of the U.S. Open, Evian targeted the Billie Jean King National Tennis Center in Queens.

#Evian StatsWith over 2.8 million impressions and 75,000 engagements, Evian’s water campaign surpassed the record for Consumer Packaged Goods (CPG) brands on tweet engagement by 80 percent. And the key to this success was the provision of a free product wherever the brand’s Twitter followers were

Giving to Get

Evian launched a successful viral campaign on Twitter, something that is far more rare than most business owners realize. Consider these points if you’re looking to do the same:

  • Best Product – Focus on a the most popular product or service in your arsenal. Offer what sells best because obtain the best campaign response.Win-A-Free-House-Cleaning-From-Exec
  • Something Tangible – Avoid offering gift cards or simple discounts. These items have value, but that value doesn’t come off to the consumer as tangible. So, instead of $50 toward a carpet cleaning, offer a tangible, complete offer  like a “free carpet cleaning of up to three rooms.” The consumer can immediately see how that benefits then, but it’s hard to understand how far $50 will go and if that’s worth an effort to participate in your campaign. Promo No-no – Avoid promotional items as well, such as company t-shirts, mugs, tote bags. These are the kinds of things you give away at promotional events. You will not get a strong response to a viral campaign attempt if these items are the participation reward.
  • Product Over Service – Typically you see more success with a campaign like this if you’re giving away an item rather than a service. Exceptions to that are services that are luxuries to most people, such as massages or professional photographs (include image files with those pictures and it’s a win-win).
  • Keep it Social – Social Media, such as Facebook and Twitter, are the best ways to promote and spread the word with a campaign you want to go viral. Be sure to use relevant hashtags to get optimal results (such as Evian’s secondary hashtag, #BeattheHeat).

The expectations consumers put on businesses to go above and beyond seem to always be increasing. Everyone is looking for a discount, a freebie or even both. Evian found a way to utilize this desire, which balanced marketing and generosity. These strategies may provide you with similar results.

By: Michelle L. Cramer

For more tips, find us on Facebook and Twitter. #getsmarter