Digital marketing, Google Ads, Facebook Ads, Video Marketing

June 5, 2019
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How to increase your sales by Google Ads

One of the biggest challenges automotive marketers face is gaining the trust of their leads. After all, the job of a marketer is to help bring leads in the door so the sales team has people to sell to. But in such a competitive industry—one where the consumer is making a rather large financial decision that will affect their everyday life—automotive marketers do not have it made in the shade.

So how can automotive marketers deal with these challenges? By being smarter about their online advertising. 97% of people looking to purchase, repair, or customize a car start their journey online.

Let’s dive into nine key ways you can bring potential automotive customers in the door through compelling online advertising.

1. Build trust with customer reviews

I will never forget leasing my first car. I went for the reliable, affordable, and decent-looking (in my opinion) Honda Accord, but I was terrified at making this decision. I spent months doing research, calling local dealerships, considering whether leasing or buying a used car was the better route to go. At the end of day, I decided where to look in person by reading customer reviews on Yelp and Google.

The point of this anecdote is this: Reviews are perhaps the most critical component to getting leads in the door. As an automotive marketer you need to not only ensure you have GOOD reviews, but you need to go above and beyond to ensure these glowing reviews are everywhere they can possibly be. Yelp, Google, social networks, your own website—ensure you are covering all your bases! You can also take things a step further by creating customer success stories and videos with your most valued customers, and use these in various places, like paid social ads, your website, or your newsletter.

There is no better way to instill trust than to let your customers speak for you!

2. Be at the top of the Google SERP

As mentioned above, when I first started searching for my new car where did I turn to? Google, of course! I am not alone in this. According to a study from Kenshoo, 70% of consumers researching cars turn to search engines first.

Since Google is the first line of defense you need to be at the very top! Especially considering how often people scroll to the bottom of the SERP (HINT: it is not often). The first few listings always get the most clicks, so ensuring you in the top positions is critical. To do this your Google Ads strategy need to be extremely effective. So how can you get to the top of the page without completely breaking the bank? There are certain strategies that Google tends to favor, and will help you get in higher positions without spending more. Follow these tips to get started:

Ensure your Google Ads account is structured properly with tight-knit ad groups (aim to have 15-20 keywords per ad group).
Keep keywords tightly related to your ad text, and include 2-3 ads per ad group/keyword list.
Use ad extensions! Google loves them, and they will help you get more ad real estate and chances of lead interaction.
Add negative keywords to block out irrelevant searches (and keep a close eye on your search query report).
Allocate your budget properly between campaigns. What are your highest sellers? What is your target audience most likely to search for? Bid higher on these items to capitalize on what is popular among your audience

It’s also important not to forget about other search networks, like Bing.

While Bing might seem like the neglected cousin of Google, they do account for a section of the search market that typically attracts older folks—people who are probably more financially established and able to invest in expensive cars.

3. Bid on competitor keywords

While we’re talking about search engine marketing, it’s important to not only be bidding on the obvious keywords like “new Honda Accord.” You should also set up a campaign to tackle your competition.

It is a fierce and competitive world in automotive marketing, so being able to show up every time your competition does with compelling ad copy is key. While I would not recommend saying anything negative or using your competitor’s name in your ad copy (which Google could put you in time out for), you should bid on your top competitors brand names, and create highly persuasive ads to get leads to visit your website over your competition.

I love this ad from Toyota for instance:

automotive marketing search ad for college grads

While I can’t see if they’re bidding on competitor keywords or not, I love how they are appealing directly to a specific demographic, and adding value for that individual right in the headline of their ad.

4. Actively manage your negative keyword list

Did you know that your ads can show up for searches that are not relevant to your business? And if anyone clicks on them, you still have to pay? Whenever you are bidding on broad or phrase match keywords the potential to show up for irrelevant searches is present.

While just bidding on exact match might seem like a nice solution, this will greatly limit your reach potential, which makes the process of identifying negative keywords critical to your search strategy. While searching your search query report might feel like a time-consuming task it is an absolute necessity, especially in the automotive industry. If your ads are appearing for irrelevant search terms your business instantly loses credibility. This is why being cognizant about setting up negatives to avoid irrelevant search queries is not only going to save you face, but also going to save you money.

For instance, imagine if you’re bidding on the keyword “affordable cars” and your ad appears for the search “toy cars,” and then a busy parent accidently clicks. This is not only a waste of time for the parent, but it’s a waste of money for you!

WordStream Advisor makes it quite easy for you to manage your negative keyword list through tools like the 20-Minute Work Week, which helps weed out irrelevant searches, and our search query report to find and configure your negative keyword lists.

5. Adjust your campaign budgets based on car-buying trends

Is Black Friday the hottest day to buy a car? What about Memorial Day Weekend? There are many unofficial “car-buying holidays.” According to an analysis done by TrueCar.com and U.S. News & World Report, you can purchase a vehicle for 7.5% to 8% below MSRP if you’re strategic about when you buy it. Assuming your audience has done their fair share of research, they are aware of these automotive deal times.

Figure out when things are busy, steady, and slow and then adjust your online advertising budget accordingly. Make sure your windows aren’t too narrow. This often requires planning ahead, but Google and other ad platforms make it fairly easy to adjust your budget on an ongoing basis. Just make sure you’re actually doing this!

Another thing to take advantage of is ad scheduling. When do customers typically come into the store? Weekends? Weekdays post work? Look at the data to determine this and set an ad schedule so your ads are only running at a higher budget right before these key times, reminding your future customers to come on by.

6. Target the right people with your automotive campaigns

What type of automotive business are you marketing? Who is your typical customer? There needs to be a different strategy for marketers of luxury Porshe and BMWs versus marketers of used cars or more affordable brands like Honda and Toyota. The prospective customers have drastically different concerns, questions, wants and needs when it comes to investing in a new car. While your Mercedes customer may be more concerned about their heated seats and leather interior, your Honda buyer most likely care more about gas mileage and longevity. Although this might not always be the case…

“Those who buy luxury cars more likely crave social status and material wealth, as opposed to utilitarian cars which consumers buy out of necessity,” says Julia Manoukian.

Different audiences need to be broken down and targeted separately. Considering the main things your audience cares about is a critical way to get the right message to the right person and increase the chance of conversion.

If necessary, you may need to split your audiences into two, three, or even four separate campaigns to ensure you’re sending the right message to the right prospect. And, of course, with tools like Facebook’s targeting options this is not as complex as it once was. Just ensure you spend the time to define your audiences so you can craft the right message to the right person at the right time!

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

June 5, 2019
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The most brilliant marketing strategies you should know

Tags : Online marketing mistakes

Category : Digital Marketing Consulting

In order to stay competitive, you need to adjust your strategy, as well. Here are seven tactics that your social media strategy needs.

1. Target true engagement

Cheating the system to encourage engagement has been a popular social tactic for some time, with brands sharing posts that suggest users simply “tag a friend in the comments below” to rack up interaction figures without actually creating a conversation. But algorithms are getting smarter, and engagement bait isn’t going to cut it this year as platforms crack down on spammy systems for garnering likes and shares.

With organic reach declining and more businesses upping their social ad spend, content needs to be truly interesting and engaging so that followers, and wider audiences, can’t help but get involved. Whether that’s irreverent conversation in the style of the MERL and Gregg’s, or creating artistic vertical video for Facebook, it’s more important than ever to find the voice and the stories that work for you.

How to jump on the trend: Stop relying on lazy social CTAs. Think about your brand voice guidelines and how you can best apply them to social media, using social as part of wider content marketing strategies instead of a standalone.

2. Work with micro-influencers

On the theme of true engagement, it’s no surprise that micro-influencers continue to win ground over their more celebrity-like counterparts. Aside from budget benefits, in that micro-influencers often work on a gifting basis or simply have much lower fees than the big names, research continues to show that their audiences are more highly engaged and can be more niche-specific than all-singing, all-dancing social media stars.

social media influencer post on Instagram

Some research has even clearly shown that once a profiles amasses more than a few thousand followers, engagement rates on sites like Instagram start to rapidly decline. Collaborating with digital socialites who have between 1,000 and 10,000 followers comes at a fraction of the usual influencer cost, but with a likelihood that genuine engagement will be much greater.

This is in part attributed to a level of believability that can be lost with bigger “influencers.” While some brands turned their nose up at the idea of micro-influencer collaborations in 2018, anyone hoping to produce credible collaborative work this year needs to embrace the up-and-comers.

How to jump on the trend: Take the time to research up-and-comers in your niche. Search relevant hashtags to find social stars who aren’t represented by agencies, where audiences are smaller and engagement rates are higher. Plan influencer campaigns based on relevancy, not audience size.

social media influencer enagement rate tool

3. Get rid of fake followers

On the theme of genuine engagement and influencer marketing, it would be wrong not to address the issue of fake social followers that really gained momentum throughout 2018. Fake and spam accounts have been around since the dawn of social media, but now it’s increasingly common to find so-called “influencer” profiles with millions of followers, where the reality isn’t quite what it seems. Even politicians and celebrities have been caught cheating.

Part of the reason that it’s so important to check engagement rates before connecting with an influencer is that audience size does not necessarily equal views or activity. Fake followers and paid-for likes can make it seem that someone is popular, but on closer inspection, collaborating could be a waste of time and money.

2019 is already shaping up to be the year that fake followers are public enemy number one, with sites like Instagram and Facebook announcing their plans to stamp out fraudulent activity once and for all.

How to jump on the trend: If you’ve been buying followers from services promising to grow your audience, stop. And similarly, when you’re working with influencers, don’t be afraid to do some serious homework. Tools like Twitter Auditand HypeAuditor can help.

4. Make your social profile shoppable

Shoppable social has already made waves, from Pinterest’s buyable pins to the Checkout on Instagram. But there have been some major upgrades over the past year, and the path from social app to checkout page is now clearer and shorter than ever.

Pinterest has upgraded ad pins to “Product Pins”—a tool that takes shoppers straight to the checkout page for a selected item on a retailer’s site, while Instagram now gives users a route from discovery to checkout without ever having to leave the app. Even the “Explore” page now features a shopping tab—something that paid search marketers should be aware of.

Pinterest say that their Product Pins have increased click-through rates to retailer websites by 40%. With shoppers likely to drop a purchase if the steps between viewing an item and paying for it get too numerous, retailers should leap at the chance to make the kinds of instant sales that social media encourages.

With many shoppers first browsing on social or on Google, paid search and paid social teams will need to work hand-in-hand throughout 2019 with a clear understanding of their respective tactics and outcomes.

How to jump on the trend: Invest in shoppable social adverts where relevant. Test out Facebook offer ads or selling on Instagram to see which platform and CTAs work best for your audience. Also, make sure to adjust your PPC strategies and targets to account for the shift.

5. Include dark social in your strategy

Dark social refers to the kind of social networking that marketers can’t track; the sharing of information over WhatsApp, Facebook Messenger, iMessage and other similar apps. We are all increasingly aware that the content we engage with online forms part of our own online presence, and that posts we like or comment on will appear with this information in our friends’ newsfeeds.

This, coupled with a dislike of eerily-tailored advertising and a growing distrust of social media onTest out Facebook offer ads or selling on Instagram to see the whole, has created a situation where a lot of social sharing takes place out of sight. Direct messaging of posts and products can feel like a big hit to brand awareness, but this isn’t the case—while you may not be able to track these kinds of exchanges, they nurture valuable engagement.

Facebook’s Messenger app sees 1.3 billion users send 8 billion messages every month, and the total once you include WhatsApp, WeChat, and Skype is around 5 billion active monthly users. That’s more than the traditional social networks combined, which means “dark social” can’t simply be overlooked as an area that marketers are unable to access. Overall, it’s estimated that 75% of consumer sharing happens on dark social.

How to jump on the trend: Incorporate dark social into your social marketing strategies. Does your brand have a presence on these channels? Could it? From Facebook Messenger chatbots to VIP WhatsApp groups, think beyond traditional marketing objectives to encourage sharing among a more receptive audience.

6. Capitalize on FOMO with live video

Tired of hearing about millennials? Good, because this year it’s Generation Z you should be turning your attention towards. Generally noted as being born between 1995 and 2015, parts of Generation Z are now starting their careers and looking at where they’ll be spending their own disposable incomes. Among this age group, FOMO—i.e., the fear of missing out— inspires experiential marketing experiences and user-generated content campaigns.

As far as social is concerned, this means that digital marketing needs to capture the same you-snooze-you-lose attitude that comes with pop-up shops and one-off events. Live video and super-short, time-sensitive competitions are just a few of the ways to instill FOMO on a waiting audience, possible through Instagram’s IGTV, Facebook Live, and other channels.

A particular benefit of live video is that followers on a range of platforms are notified when someone they’re following goes live—a neat way of sidestepping algorithms designed to minimize the amount of content that reaches audiences organically.

How to jump on the trend: Fine-tune and implement a live video strategy. Research your audience thoroughly to understand what they want, and use themes like behind-the-scenes videos, insider interviews, and giveaways to keep people engaged.

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

June 3, 2019
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Good ways to improve PPC quality

Tags : Google Adword tips

Category : Google Ads

When working on improving lead quality, it’s almost inevitable that you’ll also lower the number of leads you’re generating. Ideally, the number of quality leads is going up as overall leads declines. This means you’re avoiding the lower quality leads that are easier to come by, and instead are generating higher quality leads.

When working on lead quality, it’s important that you expect a number of things to happen to your KPIs:

Overall lead volume will decrease
High-quality lead volume should increase
Cost per lead usually goes up
Cost per high-quality lead should go down
Click-through rate typically goes down

If that sounds like something you can stomach, then we’re all set.

Now that we have our expectations set, let’s get into the nitty gritty.

Here are five strategies I’ve successfully used to improve B2B lead quality that can help any lead generation campaign.

1. Target more specific keywords

All search campaigns start with the keywords. They’re the backbone of the campaign, and they determine who you will get in front of, what ad copy needs to be written, which landing pages you should use, and so on.

When working to improve lead quality, one of the first things you should do is revisit your keywords.

Long tail vs. short tail

How many words make up the majority of your keywords? Typically, the shorter the keyword the less intent you can assign to its associated queries.

If most of your keywords are one or two words long, can you lengthen them by adding a modifier to make them more specific?

The name of the game for lead quality is finding those users who actually know what they want, and long-tail keywords are a better way to target them.

Although it’s a small difference, someone who types in “life insurance policies” is arguably more qualified than someone who types in “insurance policies.” They’ve already clarified what type of insurance policy they’re after, making them more likely to buy.

How can you take your current keyword list and make those keywords more specific? Are there modifiers like the example above that you can add to your keywords to give them higher intent?

Match types

Like keyword length, match types can play a big part in lead quality. Exact and phrase match allow for the most control in keyword matching, so if most of your leads are coming from your broad match terms, this could be causing issues.

adwords exact match keyword change examples

To combat poor matches, you’ll need to pick one of two strategies:

Be more vigilant with search query reviews and negative keyword additions, or
Limit your use of broader match types.

Neither is perfect. One requires more ongoing optimizations while the other can limit volume more severely. Choose the one that’s right for you, but don’t be afraid to make adjustments over time.

2. Use qualifying copy in ads

We’re always trying to find the most appealing ad copy for our potential customers; always on the lookout for which headline or call to action will get that bump in CTR and potentially increase your conversion rate.

But not when quality is the focus.

When quality is the focus, we want to purposefully deter some users from clicking on our ads. This needs to be done tactfully. Just because someone isn’t in the right place to click and convert now, doesn’t mean they never will be.

Continuing with the life insurance example, if someone searches for “life insurance policies,” we want to show for that query. But let’s say we’re also trying to sign more clients with multiple policies bundled together. Instead of writing copy that speaks only to life insurance, we might write something that calls out the bundle deal.

lead quality example of ad copy without qualifying language

For those users not interested in bundles, they’ll likely click on another ad on the SERP that speaks only to life insurance. Less qualified click averted!

3. Write landing pages for target customers, not all customers

Now that the user has gotten through your first two filters with keywords and ad copy, what else can we do?

Landing page copy is yet another tool to further qualify the users on the page. I like to use the landing page copy to outline what our ideal customers would be.

Nearly anyone is eligible for life insurance, but likely we’re going to want younger, healthier people. So in the body copy of the page, call out those characteristics as what your product is built for. Use images of young, healthy people living their best lives.

The same type of logic would apply to a B2B SaaS provider. Typically, those companies make more money on larger accounts. Even if your solution works for businesses of all sizes, use copy that specifically calls out “Businesses with 50+ Employees” or whatever your parameters are. You could even write a header that says, “Best suited for companies who…” and then give a series of bullet points outlining your target customer.

You can be as subtle or as bold as you like, but be sure you’re using your landing page to help qualify users.

4. Give your form the attention it deserves

One surefire way to scare off folks who are only window shopping is to ask them for more information. It’s

the highest price anyone can pay to a lead generation company. If you’re noticing a large number of forms filled by lower quality leads, try increasing the amount of information you ask for.

When using Facebook ads for lead gen, we saw an increase in lead quality when increasing the number of form fields from the first to the second forms below.

Now, that’s not to say you should just throw any old question in there. Be sure it makes sense in the context of the form.

One way I like to go about it: What is one additional piece that you or your sales team would love to have already in hand when following up with this lead? Annual revenue? Number of employees? Income level?

In the example above, by adding in questions about industry, job title, and company name, our sales teams were able to better speak to the lead’s individual needs simply by doing a little research before the follow up call. The sales team felt prepared and the lead felt heard. A win-win.

In addition to the number of form fields, it’s also important to pay attention to what exactly you’re asking for in a form.

There’s a big difference in asking for an email address and a work email address, and yet for sake of ease or laziness we leave the field identifier as “Email.” Similar to a slight change in keywords “insurance” to “life insurance,” be sure you’re asking the user to give the exact information you want in your forms.

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

June 3, 2019
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The best tatics to market by emailing effectively

Tags : Email marketing

Category : Digital Marketing Consulting

Building email lists for small businesses is an inexpensive but effective strategy to grow your business. Here are eight ways that you can build email lists to grow your small business.

1. Create compelling content

Why would anyone want to give you their email address, especially in a time when inboxes are bombarded with tens of hundreds of emails daily?

People only give away their email addresses when they believe you add value to their life. And one of the greatest ways to add value to anyone’s life is to give them content that resonates.

Think about it, have you not signed up for newsletters from publications like The Washington Post, Forbes, or maybe Medium?

We do this because we value the news these outlets provide, and we want to stay informed.

Similarly, if you want to build your email list, you have to create content that people care about, content that makes their life easier, provides solutions, and even entertains.

The first step in creating compelling content is having a clear picture of who you’re writing for. For example, if your business revolves around selling digital design solutions, you have to know what sort of people want design solutions, are they college students or small businesses? Do they want a quick fix or are they looking for permanent solutions? Where do they live? What sort of income do they have?

Asking such questions lets you create buyer personas: an ideal fictional person who represents your target customer. And when you have that image in mind, you can design content which is suited to their lifestyle and their problems.

Now when you know who you’re writing for, you should create content that caters to their lifestyle, interests, and problems.

You’ve basically set-up a basic funnel where the top of funnel journey starts when a visitor reads your compelling content. Those who fall in your target audience bracket will naturally relate with your content, taking them down the funnel, and increasing the chances of people subscribing to your mailing list.

2. Run a promotion or contest

Again, getting email addresses is all about providing value and offering incentives. One of the easiest and most straightforward ways of incentivizing people to share their email addresses is to run a contest. People love winning, especially when all you need to stand a chance to win is share an email address.

There are a lot of formats you can use to hold a contest:

A photo contest where people share their best travel/food/pet/selfie photo.
A video contest where people share funny fails/their best skating tricks/a song cover etc.
A contest where people share their favorite poem, a short story, or a funny anecdote.
A sweepstakes format where people just have to enter email addresses to participate.

Once you’ve settled on the format, you need to decide what prizes you’ll give out.

Cash giveaways are an obvious option, but you will benefit more from setting up a contest that directly relates to your business. That way, if a participant is interested in the prize, they’re likely to be an ideal customer.

If you know your target audience, you can set up the prize in a manner will be most appealing only for that segment. For example, if your business sells eco-friendly sneakers, the obvious option would be to give away a pair of the latest sneakers from your line of products. A cheaper and still relevant prize could be recycled coffee mugs, handcrafted jewelry, or organic cotton activewear.

3. Provide lead magnets

Lead magnets are, as you can guess from the name, offers that you give to potential customers in exchange for personal information like email addresses. Lead magnets are a good way of raising awareness and connecting with prospective customers who haven’t heard of your brand.

Prize giveaways, mentioned in the previous section, are one example that fall under the umbrella of lead magnets. Here are a few other examples of lead magnets:

Checklists
Ebooks
Cheat sheets
Product samples
Discount coupons
Templates
Free trials
Case studies
Webinars
Podcasts
Premium content

While creating lead magnets, there are couple things you should keep in mind to design an effective lead magnet:

1. Most people end up signing up for lead magnets when they are looking for a quick answer to some problem they have. Make sure that as soon they give you their email address, you send them an email with the promised content or an email that confirms that what you committed is on its way.

2. Your lead magnet should be perceived as highly valuable or people will hesitate to provide their email addresses. Make sure the copy surrounding the lead magnet is sharp and it succinctly explains the promised value.

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

June 2, 2019
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The best guide for consumer marketing

Tags : Consumer marketing tips

Category : Digital Marketing Consulting

To set your DTC business up for success, you need to establish a brand, then fight for brand awareness in a competitive marketplace. In this guide, I’ll walk you through how build a brand and start propping up your shiny, new direct-to-consumer business.

1. Find your brand voice

While you mostly likely already have an idea of what your brand stands for and your value proposition, DTC advertising means that you need to concentrate on exactly how to articulate that. I think it is best to start with a mission statement to use as your “north star” for the brand. From there, your marketing team should work closely with product and sales to determine consumer profiles, a messaging map for a brand voice, graphic design elements for your website, ads, and collateral.

That may be overwhelming—let’s break it down.

Buyer personas

Consumer profiles can be simple at first, to reach the widest audience. When you’re just starting out, your offering may appeal to audiences you haven’t thought of yet. Start by outlining demographics, socioeconomic status, product use, and geography. From there, you can start to think about creating buyer personas.

For example, one of your buyer personas may be Rachel, a stay-at-home mom. She’s married, 40 years old, lives in the suburbs, and has a hectic home life. She is the keeper of the keys when it comes to their bank accounts and her family is comfortable but saving for a summer vacation. Rachel spends her spare time on Pinterest and Facebook.

Rachel is an ideal customer for a company like Wayfair, which allows you to buy affordable furniture online. She would also be a good customer for food or clothes delivery boxes—anything that would help save her time and money. Including details like this in your profiles can help you create marketing content and advertisement specifically for your buyer personas.

DTC brand messaging

Messaging maps can also be short and sweet. Start with your brand positioning: What niche do you fill in the market? What makes you stand out from your competitors? From there, you can define your

exact value proposition. It may sound silly, because you should already know both things off the top of your head, but writing them down is essential.

To find your brand voice, you need the above for the most essential part of DTC advertising: your tagline. Think of it as a mini-mission statement, something to inspire, motivate, captivate, and differentiate a brand. For a DTC brand to catch fire, you need a catchy tagline the website and ads. Like this one from Billie!

Brand style guide for DTC

Any expertise in graphic design would come in handy for laying out a DTC brand style guide. This is where you can lay out your brand palette—primary colors, like those used in your logo, and secondary colors, like those used across your website. Make sure you keep in mind that you will be need colors for online and print! Define these by their HEX or RGB color codes.

You can also define your typography, like the fonts used in headings and paragraphs. Importantly, this is the opportunity to define where and how your brand logo, colors, and typography should be used. This makes it simple to onboard and hire employees and freelancers, who will know how to fit the brand into products, marketing, and advertising.

Having a brand style guide helps shake out exactly what you what your brand to look and sound like. As you get ramped up, this will prevent confusion in advertising, on your website, when you speak to prospects, customers, and more. If you need to look at examples before you get started, a lot of brands have their brand guides available online.

2. Create a website

This is obvious, but consumers need somewhere to go and make a purchase. Your website is the face of your company. Luckily, there are so many options out there: WordPress, Weebly, Wix, Squarespace, Shopify.

A few things to remember when creating your website for marketing purposes:

Make it mobile friendly! Any website platform should help you do this automatically, but double check every page you create on your phone and work from there.
Include analytics tags. You’ll need to create a Google Analytics account, in addition to the platform you are using for CRM and install tags on your website. These will track the visitors to each page help you optimize from there.
Use email submit forms. When creating your website, make sure to include a form to collect email addresses. Email address not only help with email marketing outreach, but they can supplement your online advertising efforts through targeting.

Link to social accounts. Social media marketing can make a DTC brand name recognizable, so you want to do everything possible to boost followers and engagements.
Highlight contact information. This is absolutely needed to make your website user-friendly, make your brand consumer-friendly, and let people know how to bill you—or find your office/store.

3. Advertise for DTC

Okay, now we can get down to serious business. While organic content is important, you will need to drive visitors to your brand-new website to buy your products. Here is where you should be advertising your direct-to-consumer brand.

Paid search

Paid search advertising is the place to start when you are kicking off a DTC brand. With your baseline of messaging, you can define which keywords to bid on. When someone types in “where to buy a mattress,” Casper is making sure their website is at the top of the results page.

Yes, Google Ads is hard. But you’re in the right place. WordStream has tons of resources to help you get started.

Paid social

To reiterate, social media is important for DTC brands. While an organic presence is great, putting some money behind Facebook ads, Snapchat ads, and Twitter ads is a way to amplify your brand voice. Paid social allows DTC brands to leverage messaging in a personal, catchy way.

Like Google Ads, starting to advertise on Facebook or Snapchat can be daunting. Again, Wordstream has plenty of resources to help you get your feet wet!

Email campaigns

This is where that collection of email address from website visitors comes in handy. Pool together your list of contacts and set up some email campaigns. Start with transactional emails: welcome, thank you for your purchase, shipping notification, customer support, etc. From there, you can think about building out promotional campaigns, as well.

email campaign for direct-to-consumer marketing

You’ll need an email marketing service. Again, like website platforms, there are plenty of options. From MailChimp and Constant Contact to full-service marketing automation platforms, you can choose what fits for your brand. If you need tips on how to target your emails to DTC brand buyer personas, we have you covered.

Programmatic

If you are not familiar with programmatic advertising, think of it as display ads, the banners that appear in the side bar on websites. Programmatic refers to the automated way those ad spots are purchased. The biggest benefits here are the scale and targeting that programmatic advertising gives brands for a relatively low price.

There are tons of options out there for programmatic ad buys like Amazon, Double Click (Google), LiveRamp, App Nexus, and Media Math.

Out-of-Home advertising

If you are like me, you’re thrilled when the subway is empty enough that you can read the funny Casper ads. I also get my list of new TV shows to watch from the posters on the platforms (thank you for the Marvelous Mrs. Maisel!). OOH advertising is exactly what it sounds like: any advertisements that you find outside of your own house, like billboards, posters, and blimps. Podcast advertising has been big for DTC brands as well.

Remember to reference your buyer personas before buying placements—if your target audience is in the suburbs and drives to work every day, placing ads in the subway won’t get you far.

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

June 2, 2019
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How to sell products on Facebook

Tags : Facebook marketing tips

Category : Facebook Ads

Social shopping, otherwise known as social commerce, is all about replicating those feelings of discovery and inspiration on social media platforms and making it easy for users to act on those feelings. Let’s take a closer look at why social shopping matters and how you can incorporate it into your strategies on Facebook and Instagram.

What is social shopping? Why does it matter?

Social shopping enables you to sell more effectively through social media.

Take Instagram, for example. Back in the day, an ecommerce brand couldn’t do much more than share awesome photos of their products and direct users to the link in their bio—a link to take those users to an external landing page, that is. In other words, marketing your ecommerce brand on Instagram involved asking users to leave the Instagram app and navigate your website. The vast majority of Instagram users are completely unwilling to do such a thing.

A link like this one used to be the only way to get Instagram users to your site.

There’s a term for what you’re creating when you ask Instagram users to leave the app and go to your website: friction. It helps to think of the sales funnel—which refers to the process of turning a prospective customer into a paying customer—as a highway. Ideally, you want that highway to be a straight shot from Prospect City to Customer Village.

(I’m so sorry, but I can’t stop now.)

Every time you create friction, you add an exit ramp to the highway and draw drivers’ attention to it with a giant, neon sign that reads “FEEL FREE TO TAKE YOUR MONEY AND LEAVE.”

At the risk of uttering the most obvious statement of all time, I must point out: You don’t want your prospective customers to take their money and leave. You want the journey from their first interaction with your brand to the moment they click “Buy Now” to be as seamless as possible.

That’s what social shopping is all about: engaging online shoppers on social media platforms and making it easy for them to convert from followers into customers.

Social shopping on Facebook

If there’s one platform on the cutting edge of social shopping, it’s Instagram. Nonetheless, we’ll begin with its parent company, Facebook, for practical reasons: You need to be a Facebook advertiser if you want to share shoppable content on Instagram.

What it looks like

Although you may not have realized it, if you’re a Facebook user yourself, you’ve likely encountered shoppable content while scrolling through your News Feed and swiping through your friends’ Stories.

(I added the red squares.)

So—you’re scrolling through Facebook on your laptop and you come across this organic post shared by Nike. You stop, of course, because that dude looks awesome and you, too, want to look awesome. And then you realize—Nike’s tagged a whole slew of products in this picture.

Because you like the sneakers in particular, you click through to Nike’s website to learn more. Maybe you buy them on the spot. Although most consumers don’t convert that quickly, it’s certainly not unheard of. More realistically, maybe you decide to sleep on it. When you check Facebook in the morning, you’re served an even more compelling ad for the same pair of sneakers—Nike’s remarketed to you. Their tactic works, and you buy the sneakers.

What happened here is simple: Nike make it easy for you to learn more about the products featured in the picture. You didn’t need to open a new tab, go to their website, and hunt for the pair of sneakers. Instead, you simply needed to click. There was no friction.

How to get started

If your business already has a Facebook page, great. If not, you’ll need to make one. Once that’s taken care of, make sure your page is using the Shopping template. To do this, click Settings in the top right corner and select Templates and Tabs from the left-hand menu.

social-shopping-facebook-business-page-templates-and-tabs

Then, click the Edit button to the right of your current template and select Shopping.

social-shopping-facebook-business-page-edit-template

Now that your page is using the Shopping template, you’ll see a tab labeled Shopon the left-hand side. Click on that.

social-shopping-facebook-business-page-shop-tab

From here, Facebook will ask you for some basic details about your ecommerce business: where you’re based, what you sell, how you’d like to be paid, and so on. This will only take you a few minutes, and once you click Finish, you’ll officially have a Facebook shop! It will go live for users to browse once you’ve added at least one product and Facebook has approved it.

Luckily, adding a product couldn’t be simpler. A title, an image, a couple product details, an inventory count, and some shipping options are all you need to get a listing up and running.

The last thing you’ll need to do to establish your shoppable Facebook presence is tag your products in your organic posts. Simply pull up an image or video that features your products, click the Tag Products icon (shown below), and tag your products with their titles to connect them to your Facebook shop.

social-shopping-nike-facebook-tag-product-icon

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

June 2, 2019
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The instructions to sell your products on Instagram

Tags : How to sell your products on Instagram Shopping on Instagram

Category : Instagram, Youtube, Forums

You’ve officially implemented a social shopping strategy on Facebook and removed a ton of friction from your Facebook funnel. Now, the users who consume your organic content can easily browse your products and make purchases.

Best of all: establishing your Facebook shop means you can make your Instagram presence shoppable, too. Let’s talk about it.

What it looks like

The logic here is basically the same as it is on Facebook. As you scroll through your feed and swipe through Stories, you’ll see brands tag their products in their organic content.

social-shopping-instagram-shoppable-news-feed-post

When you click to learn more, you’re brought to an in-app product details page. From here, you can click through to the brand’s website and make a purchase. It bears repeating: Rather than closing the Instagram app, opening up Google Chrome, navigating to a website, and hunting from the product you just saw on Instagram, you simply need to make two clicks.

Two clicks. That’s it. Begone, friction!

Eventually, you won’t even need to leave the Instagram app to make purchases from your favorite brands. The launch of Checkout on Instagram—available to only a couple dozen major brands at the time of this writing—brought a new, friction-reducing functionality that enables businesses to sell to users directly within the app.

The process is essentially the same with Stories content,

but you can only tag one product in each post. That’s no problem, though—if you want to tag several products, simply add a few more posts to your Story.

social-shopping-instagram-shoppable-stories-post

How to get started

The good news: because you’ve set up your Facebook shop, you’ve already gotten the ball rolling on your shoppable Instagram presence. Now—open up your account settings, make sure your account is registered as a business profile (as opposed to a personal profile), and connect your account to your Facebook page.

social-shopping-connect-instagram-to-facebook

Next, head into Facebook Ads Manager. Click the icon in the top left corner to open up the drop-down menu and select Catalogs from the Assets column.

After you’ve connected your Instagram profile to the catalog you’re using for your Facebook shop, the account review process will begin. You can expect this to take a couple days. Once you’ve been approved for Shopping on Instagram, you can start tagging the products from your catalog in your posts and Stories!

You can tag up to 20 products in each post on your feed—up to 5 product tags per photo, up to 4 photos per post. Again, Stories posts are limited to one product tag each.

Social shopping best practices

Now we know what social shopping means, why it’s an important concept for ecommerce brands, and how it works on Facebook and Instagram. Let’s wrap up this blog post by discussing some best practices you can keep in mind while incorporating social shopping into your strategies.

Stage your products naturally

Whether you’re snapping product photos for Facebook, Instagram, Amazon, or Google Shopping, it’s crucial that consumers are able to visualize themselves using your products. After all, why would someone buy something if they’re not sure they’re going to use it? That’s why you should stage your products in a natural environment.

(No, I don’t mean the forest. Unless, of course, you’re selling something that people use in the forest. If you’re selling boxing gloves that are optimal for fighting bears, feel free to stage them in the actual natural environment. Maybe use a drone camera, though.)

When staging the photos you’ll eventually tag, ask yourself: In what context do my customers use this product? What does it look like when they’re using it? Let your answers to these questions inform how you proceed.

Typically, this is pretty simple. If you’re selling a couch, stage it in a decorated living room.

This photo isn’t shoppable—it easily could be.

Inject some aspiration into your photos

This tip is primarily geared towards ecommerce brands in the fashion and apparel sphere. At the risk of sounding cliché, I’ll say it. You’re not really selling clothes or apparel, right? What you’re actually selling is the opportunity to attract people’s attention. You’re selling status.

This should inform your product photos, too. What are your prospects aspiring towards? What are they hoping to attain? Let’s look at MVMT as an example.

social-shopping-mvmt-watches-instagram-post

Again—not shoppable, but certainly could be.

This Instagram post sends a clear, aspirational message: Buy this watch and you’ll be a cool, urban person who does awesome stuff.

Remarket to website visitors

Earlier, during the section about how social shopping works on Facebook, I used a Nike post as an example. I mentioned that, although it’s entirely possible for some of your prospects to immediately convert after encountering one of your shoppable posts, it’s more likely that they’ll bounce after clicking through to your website.

That doesn’t mean they’ve written off the idea of buying your product. It only means that they need a little extra push. That’s where remarketing comes into play.

Here’s how you do it. For the sake of clarity, let’s stick with the Nike example and pretend you’re running their Facebook marketing efforts. To re-engage the people who’ve considered buying a particular pair of sneakers, you can create a custom audience comprised

of the people who’ve visited the product page for that pair of sneakers on your website.

social-shopping-create-facebook-custom-audience

By serving those site visitors a super compelling ad for that pair of sneakers (perhaps one that channels the aspirational identity your prospects want to attain), you remind them of why they were interested in the first place.

In a nutshell, you’re using shoppable organic content to drive site traffic and re-targeted paid content to seal the deal.

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

June 2, 2019
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Top Creative Strategies for Facebook Ad

Tags : Facebok Ads Tips Facebook Ads Strategy

Category : Facebook Ads

Now that we’ve done some housekeeping, let’s take a look at new Facebook targeting strategies for these 11 industries looking for these 11 specific audiences.

1. Automotive industry: People in the market for new cars

According to a study from Autotrader, car buyers spend 59% of their car buyer’s journey researching online. This means that this audience is likely to engage with pages posting content that helps with car research. To capture this behavior, I would recommend leveraging interest targeting toward company pages that fall into this category. Here are a few I came up with:

Interests → search for

Kelley Blue Book
Autotrader
CarMax
Car Gurus

Conveniently enough, there is an entire section dedicated to vehicles in the interest section of Facebook’s core targeting options.

Hobbies & activities → vehicles

Facebook ad targeting by hobby "vehicles"

So, depending on what type of car you are promoting, you can layer in one of these options to personalize your offer to individuals who have an interest in this car type.

2. Education: People who want a master’s degree

If you know the story of Facebook’s origin, you’ll know that this platform first started out tailored to college students. As the platform evolved and the user base expanded, the idea stuck close to its roots—connecting individuals with others in their educational, professional, and personal network.

Because the platform started out geared towards this collegiate network, educational information remains a featured part of user profiles. And with this information, Facebook is able to offer advertisers education-level targeting. This is the perfect starting point for any higher education account looking to target an audience interested in pursuing a master’s degree.

Demographics → education → education level

College grad
Associate degree
In college

Demographics → education → school years

Undergrad years

However, when you drill into it, Facebook estimates over 69 million in potential reach for users with a college degree (just looking at the US).

Facebook ad targeting by demographic potential reach

Again, that’s a whole lotta reach, and not something advertisers should target alone—especially if you’re looking to spend your budget efficiently.

To optimize your audience relevance, I would recommend layering in additional targeting options. Now, to get there, let’s get more specific and say we’re a business school looking for potential MBA students:

Demographics → work → industries

Business & finance
Sales
Management

Demographics → education → field of study

Business management
Business administrator
Business consultant

Interests → pages that aid in GMAT studies

GMAT+
Graduate management admission test
The official GMAT exam

3. Travel and hospitality: People who want to take vacations

Once I got started with this challenge, I found that there are a lot of ways to approach your targeting for travel and hospitality businesses. This gives advertisers in this space the flexibility to personalize their targeting according to their offer and iterate by testing new audiences to improve ad relevance and performance.

To get started, you can layer in broad interest options, such as:

Interests → hobbies & activities → travel

Vacations
Tourism
Air travel

Interests → pages that serve content around travel

Trip Advisor
Kayak.com
Booking.com

Interests → airline pages

Jet Blue
Delta airlines
United airlines

Behavior → travel

Frequent travelers
Frequent international travelers
Returned from travel 1 week ago
Returned from travel 2 weeks ago

Like I said, this broad targeting is great place to start. Next, you’ll want to consider other information that informs decisions to travel or interest in travelling. I considered life events that could infer that a user would be in-market to travel soon:

Demographics → life events

Newly engaged (1 year)
Newly engaged (3 months)
Newly engaged (6 months)
Newly wed

But, hey, let’s make sure your prospect’s experiences is in line with your promotion. We don’t want another Fyre Festival on our hands…

4. Dating and personal services: People interested in romantic relationships

This is a tricky one because there are an estimated 36+ million users that have “single” as their relationship status on Facebook in the US.

Facebook ad targeting by relationship status "single"

But not all of these people are accurately reporting this information and, even if they are, single doesn’t necessarily mean interested in a relationship. Instead, let’s consider additional signals that could infer the user is looking for a romantic relationship:

Demographics → relationship status:

Single

Interests → family and relationships:

Dating

Interests → pages that serve content around dating:

Bumble
Hinge
Christian Mingle

Aside from the individual’s characteristics, this industry can consider the impact a user’s friends may have on their behavior. There’s nothing that makes you want to start swiping like an influx of save the dates from all of your friends.

Here’s how to target based on this demographic:

Demographics → life events → friends of:

Friends of newly engaged people
Friends of newly weds

5. Arts and entertainment: People who want to see live shows

As mentioned in other sections, audience layering is a strategy all advertisers should leverage to improve the relevancy of their ads. By paring down broad targeting options, you can find smaller pockets within your target audience that are more interested or more likely to be interested in your current promotion. So, for this industry, I will give two examples of how pivoting your strategy by promotion can make a considerable difference.

First, let’s say I am an advertiser with a goal of selling tickets to a live Cardi B concert. Here’s how I would target my ideal audience based on interests:

Interest → entertainment → live events

Interest → Cardi B

Interests → entertainment → music

Hip hop music

I’d also use radius location targeting around the venue to reach any people who might be persuaded by proximity or looking for last-minute tickets.

And in the next campaign, I am looking for individuals who would be interested in the live tour of Wicked:

Interest → entertainment → live Events

Interest → entertainment → musical Theatre

Interest → Wicked the Musical

I’d use radius location targeting around the venue here, too. You never know when someone’s in the market for last-minute tickets to Oz.

6. Finance and insurance: People who need help financial planning for retirement

If you’re in the financial and insurance business, you know that your target audience for retirement planning is varied. You can’t narrow down by age or occupation, because most adults in most jobs could be interested in planning for retirement.

No, not just planning to move to the beach or start each day running in the water.

Here’s how you can target people who are likely to be considering their financial plans for retirement:

Demographics → parents → all parents

Parents (all)
Parents with adult children (18-26 years)

Interests → business & industry → personal finance

Investment

Interests

Retirement planning
Retirement savings account

Interests → financial planning company pages

Vanguard
ADP
Fidelity
AARP

7. Home and garden: People who own homes

If you’re in the home and garden industry, you’re looking for homeowners.

Once I got started, I found that there is quite a range of options to infer home ownership to target your home and garden promotions, including an entire section for “home & garden.”

Here’s what I’d suggest starting with:

Interests → hobbies & activities → home & garden

Home improvement
Do it yourself (DIY)
Home appliances

Demographics → recently moved

Interests → business & industry → design

Interior design

Interests → pages for home renovation shows, for example:

Fixer Upper
Property Brothers
Flip or Flop

8. Retail: People who want to buy shoes online

Let’s be real, who isn’t always in the market for new shoes? Especially our in-house analyst, I don’t think I’ve never known someone who loves shoes more than this guy.

Here’s how I would use behavior and interest targeting to reach someone looking to buy new shoes:

Behaviors → purchase behavior

Engaged shoppers

Interests → shopping & fashion → clothing

Shoes

Interests → shopping & fashion → shopping

Online shopping

Interests → other pages that sell shoes

DSW Designer Shoe Warehouse
Zappos
ShoeDazzle

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

June 1, 2019
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The best social media networks after Facebook you should use

Tags : other social media networks

Category : Instagram, Youtube, Forums

Here are five additional social networks that you should try advertising on, with advice on how to tackle them.

Pinterest: The lifestyle powerhouse

Pinterest is ideal for B2C brands with lifestyle products that can be clearly expressed in a picture. Indeed, my current feed has ads for sneakers, an ab workout, meal prep recipes, and an Apple Watch—all of which use imagery, not text, to sell the product. Pinterest, therefore, is a poor platform for, say, complicated B2B software.

Last year, Pinterest reported 250 million users and more than 175 billion pins. The platform also shared that Pinterest users find Pinterest ads 1.4 times more relevant than ads they see on other social media networks—which is reason enough to start advertising on the platform.

Pinterest Ads

Pinterest offers Promoted Pins, which are standard pins advertisers can promote in a user’s feed (the ads are simple, with an image, short text, and an off-site link). These ads blend in well and are not obtrusive to the Pinterest experience.

Their self-serve dashboard makes it simple to get going, with basic targeting around gender, age, location, language, and device. On top of that, you can target by nearly 250 pre-defined interests (like Toys, Travel Tips, and Oral Care) and specific keywords you define. You can also decide whether you want to appear in search results, browsing feeds, or both.

When creating a Pinterest ad, use a vertical image at least 600 pixels wide, and remember that people use Pinterest to discover new ideas and projects. If you can create a visually-appealing ad that provides a promise of improvement to the user’s life, you’ll do well on Pinterest.

Snapchat: The Gen Z playground

Like with Pinterest, B2C brands are likely to see more success than B2B on Snapchat.

If your B2C business has a younger demographic, you need to consider testing out Snapchat ads. Comprising just 1% of total digital spend but used by 27% of Americans, Snapchat provides a great opportunity to connect with a younger audience (among those 18 to 24, 78% use Snapchat).

Snapchat Ads

Snapchat has multiple ad types, including their Sponsored Filters, which are branded filters people can overlay on their photos. These are meant to be quirky, so they work best when they combine a topical phrase with a logo, such as “Feliz Navidad” coupled with a Corona logo during Christmastime.

Snapchat’s Story Ads live in the Discover tab amongst organic stories from celebrities and media sites. Here, you have just an image and 34 characters to entice people to click, which prompts them to watch at least three video Snaps you upload. Snapchat also offers Snap Ads, which are slightly-obtrusive ads that appear in between Snaps in someone’s Snap Story (these can be static or video).

While many brands port the same video ads they use on programmatic channels, these often feel out-of-place, so you’ll likely see the most engagement with Snapchat-specific short videos, especially if shot with a smartphone and depicting a person interacting with the product.

Snapchat’s self-serve ad platform offers targeting around age, gender, language, carrier, and predefined audiences (Yoga Enthusiasts, Bank Visitors, etc). It also incorporates Experian, Datalogix, and Nielson for additional demographic targeting. There is a $50 minimum daily spend cap, though, which is much higher than the other platforms.

LinkedIn: The professional network

LinkedIn advertisers tend to be B2B, and if that’s your audience, you should definitely be testing ads here. But B2C advertisers can still see success thanks to all the work-based targeting options and the extensive network of more than 560 million professionals. Indeed, you can target job titles, employees at specific companies, skills, pre-defined interests (like Computer Graphics or Organic Farming), field of study, education, and more.

This makes LinkedIn a perfect outlet for, say, a luxury brand that wants to target high household income, which can be approximated by targeting job titles like CEO, VP, director, etc. And anyone with demographic segments like “young professionals” or “middle-career engineers” could easily reach these cohorts with LinkedIn.

LinkedIn Ads

LinkedIn has three main ad units, all native: Sponsored Content, Sponsored InMail, and Sponsored Job Results. The latter two will appeal mainly to sales and hiring teams, respectively, while Sponsored Content is used by marketers to reach people as they browse their LinkedIn feeds. LinkedIn ads look exactly like organic posts, even showing who of your contacts follows the sponsoring companies.

The ads themselves tend to promote content like an eBook or blog article, although on desktop you’ll also see commercial-quality auto-playing videos. Does this mean you shouldn’t try sending users to a product page? Not at all, but keep in mind users are likely to be in an analytical work mindset, versus a buying one, making LinkedIn more of a top-of-funnel traffic source versus direct response.

Quora: The Q&A platform

Advertising on Quora might seem like a waste of time, but the Q&A platform has over 300 million unique visitors each month. With its wide variety of topics, Quora applicable to pretty much every marketer—all you have to do is find your audienceand set up your ads.

Quora Ads

Quora’s self-serve portal has two major ad units: 1. Promoted Answers, where a specific answer gets promoted in a user’s home feed (but not within the question itself), and 2. image/text ads that appear within answer results.

What makes Quora effective is how hyper-targeted you can get. Beyond the pre-defined Topic and Interest Targeting options (there are literally thousands), as well as their recently-released keyword targeting, you can target specific questions. The interface even shows you the expected weekly views of each question.

A successful Quora campaign will involve upfront research around relevant questions. Consider this missed opportunity: For the question of “What are the best running shoes?” there’s not a single footwear advertiser. It would not cost much for a brand like Adidas or New Balance to pay to appear in the first result.

This research isn’t hard—just do a Quora search for a relevant question or keyword, see what Topic it’s under, and then look at other questions under this Topic. For the ad, you don’t have much room for text (105 characters), so you need to be succinct.

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

June 1, 2019
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How to promote your event with Facebook ads

Tags : Facebok Ads Tips Facebook Ads for event Facebook Ads Strategy

Category : Facebook Ads

Once your event is set up on your Business Page, head over to the Facebook Ads Manager to begin setting up a campaign to boost your event to the right audiences. When creating a new campaign, begin by selecting your campaign objective to be “Event Responses.” This is the event-specific objective, but it’s not the only one you can use—more on that soon.

Next, in the ad set level, select your targeting criteria and your budget if you’re not yet planning to use Campaign Budget Optimization, or CBO, yet. Remember, this is going to be the standard budget setting option come September 2019. CBO will require advertisers later this year to set and manage their budgets at the campaign level, rather than at the ad set.

Once your targeting is selected, you can move on to the ad level tab to create your event ad. Here, you will give your ad a name and, as you scroll down below the ad copy area, you will see a field where you can type in your event. Search for the event with the event title that you included on your Business Page.

Once you type in the event, the content will auto-populate, generating an ad using the details from your event. That’ll look something like this:

And you’re almost all set!

After you launch your ads, one way to test and optimize your event campaign is to test ad copy variations or switching out the creative. If you want to edit any of the other event details, as seen below the creative, that will need to be revised on your actual event page.

And speaking of testing…

Test your Facebook ads strategy

It’s important to test copy and creative, but that’s not all there is to optimize. Here are five more strategies you can test to try out to get more attendees out of your Facebook ads for events.

1. Try the branded content feature

If you are working with another brand for your event and it tags your company in a post, you can test out the Branded Content feature (as seen in the screenshot of the ad set up above). For example, if you are a smaller or newer company running an event, partner up with a larger, relevant brand that may be a partner or sponsor of your event. This way, if they post about you and tag you from the business page, you can then run that post in your account as an ad and test various audiences. Here’s an example:

By partnering with other brands and utilizing the Branded Content feature, this will help boost your credibility as a new or smaller company by having a well-known or larger brand backing you, like HubSpot in the example above. This boost in credibility will increase awareness, engagement, and, ultimately, your event attendance.

2. Test non-event campaign objectives for Instagram placements

Facebook event response objective campaigns are successful, but they don’t transfer over to Instagram placements. There are ways to advertise your event in Ads Manager across both platforms and in additional placements, though: You just have to choose a different campaign objective.

Select a different campaign objective, such as traffic, to drive people directly to your website to learn more about your event and to register on your website. If you are using a third-party event registration site that doesn’t have an option to place your Facebook Pixel on it, that’s okay—however, the trade-off is not knowing what happens to that person who clicks through since you’ll lose tracking once they get to the landing page. Ideally, you will want to have registration on your site to track conversions back to your Facebook and Instagram ads. That way you’ll have more insight into what is working and what is not cutting it for your ad set audience targeting, ad copy, or creative variations.

If you are using the popular event registration site, like EventBrite, for your event registrations and ticket sales, it is possible to add your Facebook Pixel onto their platform, so tracking won’t get lost. Here are steps on how to add your Facebook Pixel to EventBrite.

To expand your reach further, select Instagram as an ad placement in the ad set level so you can reach users in the Instagram feed and Instagram Stories. You’ll want to prompt them with the call to action to “Learn More” or to “Sign Up”—or, if you are promoting multiple times for your event and it applies, use “Get Showtimes.” Because Instagram is such a highly visual platform, testing video ads for your event is highly effective here.

4. Promote a new event with Facebook ads

Will this be your first time promoting a new event? Test out some content to entice your audiences to learn more about it. Showcase speakers, artists, musicians, topics of discussion, or other people, places, and things your event attendees can expect to see. Highlight sessions, venues, or early bird pricing as an incentive to register sooner rather than later.

If you’re advertising a business-related event that would require attendees take time off work or travel to the event, you need to advertise your event to your audience and sometimes their employers. We’ve had success driving first time attendees to an event after creating and promoting an “ask your boss” form that highlights the benefits someone can present to their employer. This can help attendees ask their company to attend your event. Make it easy to attend.

5. Advertise a recurring event on Facebook

Do you have a recurring event such as a monthly meetup or webinar, an annual conference, a multi-city tour, or another type of recurring event? Entice past attendees to return by showcasing new aspects of the event. This will make help confirm that the attendee is familiar with your brand, but also make it clear they have reason to attend for a new experience. Stay true to your brand and events, but always find ways to keep things fresh. For instance, when working with conferences in the past, we’ve promoted similarities as well as the addition of new speakers, sessions, networking events, and exhibitors, which helped increase retention rates show over show.

If you are targeting people who have not previously attended one of your similar past events, use creative, such as images and videos in your ads to show a large audience, so that it looks successful. That will help you establish more authority and trust with your events and if people missed it last time, they may get a sense of FOMO this time around. If you had a successful event, show it off, be proud, and invite new people to attend next time.

For remarketing campaigns, show some sneak peaks and behind-the-scenes previews to excite potential attendees and move them further down your funnel. Attending events—especially going solo—can be intimidating, so make it exciting, seamless, and easy for them to convert.

If you are promoting an upcoming online webcast, do a brief video on some teaser tactics your speaker can share and have them encourage and invite people to register now to learn more. Here’s a great example of a webinar ad that is not only free to attend, but also clearly states the value proposition for both the teaser and the full webinar:

If you are promoting a fundraising event, focus on the ways that attendees will give back to a non-profit and how it will be mutually enjoyable, helpful, and rewarding. If you’re running ads for a tour that a musician client of yours may be preparing for, create campaigns for each city stop and focus targeting, ad copy, and creatives that will speak to people in that location and share that musician’s excitement to play for that particular crowd. If you’re running a local event, one thing we’ve also found effective over the years is to use creative that resembles the location of the event and the audience you are targeting.

event ad with location mountain background

From awareness to attendance with Facebook event promotion

Now that you’re familiar with ways to promote your event using Facebook ads, jump into your Business Page to create an event, head over into Ads Manager, and start testing out various campaign options to get the word out about your upcoming and exciting event!

_______________________________________________________________________________

Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
https://www.facebook.com/tdhseo

Thank you!

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Category Archives: DIGITAL MARKETING

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1. Build trust with customer reviews

2. Be at the top of the Google SERP

3. Bid on competitor keywords

4. Actively manage your negative keyword list

5. Adjust your campaign budgets based on car-buying trends

6. Target the right people with your automotive campaigns

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1. Target true engagement

2. Work with micro-influencers

3. Get rid of fake followers

4. Make your social profile shoppable

5. Include dark social in your strategy

6. Capitalize on FOMO with live video

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1. Target more specific keywords

Long tail vs. short tail

Match types

2. Use qualifying copy in ads

3. Write landing pages for target customers, not all customers

4. Give your form the attention it deserves

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1. Create compelling content

2. Run a promotion or contest

3. Provide lead magnets

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1. Find your brand voice

Buyer personas

DTC brand messaging

Brand style guide for DTC

2. Create a website

3. Advertise for DTC

Paid search

Paid social

Email campaigns

Programmatic

Out-of-Home advertising

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What is social shopping? Why does it matter?

Social shopping on Facebook

What it looks like

How to get started

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What it looks like

How to get started

Social shopping best practices

Stage your products naturally

Inject some aspiration into your photos

Remarket to website visitors

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1. Automotive industry: People in the market for new cars

2. Education: People who want a master’s degree

3. Travel and hospitality: People who want to take vacations

4. Dating and personal services: People interested in romantic relationships

5. Arts and entertainment: People who want to see live shows

6. Finance and insurance: People who need help financial planning for retirement

7. Home and garden: People who own homes

8. Retail: People who want to buy shoes online

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Pinterest: The lifestyle powerhouse

Pinterest Ads

Snapchat: The Gen Z playground

Snapchat Ads

LinkedIn: The professional network

LinkedIn Ads

Quora: The Q&A platform

Quora Ads

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Test your Facebook ads strategy

1. Try the branded content feature

2. Test non-event campaign objectives for Instagram placements

4. Promote a new event with Facebook ads

5. Advertise a recurring event on Facebook

From awareness to attendance with Facebook event promotion

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