Use Facebook Retargeting for Higher Conversion Rates

September 15, 2014

More and more Facebook advertisers are discovering alternative and somewhat complex ad models such as retargeting via Facebook Exchange and Website Custom Audiences. Just how effective are these marketing methods and are they worth the time and money?

Retargeting on Facebook – How it Works

A new study by a Facebook Exchange partner, AdRoll shows that yes, these techniques most definitely should be integrated into your marketing plan. The survey concluded that the combined use of both FBX and Website Custom Audiences the CPM of News Feed ad impressions on mobile devices was 57% lower than desktops, thus generating a 10 percent higher click-through rate. The study which looked at over 800 million impressions form 215 AdRoll clients who were running retargeting campaigns on mobile and desktop, suggest that this methodology led to a 61 percent lower cost-per-click for New Feed ads on mobile when compared to desktops.

Here are some of the Key Findings:

Desktop and mobile ad newsfeed impressions generate a 10% higher CTR.
News Feed impressions on desktop, and mobile ads generate a 10% higher CTR. This results in a 61% lower CPC for ads in the News Feed on mobile compared to the News Feed on desktop.
Mobile adds ads an average of 3.8% conversions when applied to an existing retargeting mix of web and newsfeed on desktops.
In their three-month study, mobile grew from 0% of impressions on the News Feed to 6.51%.
The industries with the quickest adoption of mobile advert sizes are the apparel, beauty, and technology industries

The survey reports that using Facebook advertising in combination with general web advertising led to a conversion lift of 73 percent.

Click here to read the full report.

How to Create a Big Brand Logo for your SME

May 14, 2014

Logos are the visual representation of any company, big or small. Logos are your brand and represent you and your company when there is no staff member present to do so.

But have you ever wondered why The Ford logo is blue, while You Tube is predominantly red? The answer to this is colour psychology. Wikipedia states that colour psychology is, “is the study of colour as a determinant of human behaviour”. Blue for example, creates a feeling of calm and trust – which is what Ford want you feel when you see their blue Ford Logo and as you drive their car. Red inspires passion, trust and love. Ideal for those tear jerking videos we have all seen on YouTube.

Take a look at the infographic below which offers some fascinating insights into colours and consumer behaviour.

3 Easy Ways to Grow Your Email List to Get Hot Leads who Spend Cash!

May 1, 2014

As you are probably aware, email marketing has one of the highest returns on investment (ROI) when compared to that of other digital marketing techniques. When used in conjunction with search and social media marketing – the results are pretty awesome! People know this. That is why it is becoming more and more popular among businesses. Practically every day one of our digital team gets asked the same question, “How do I grow my email list of contacts?” So, we have decided to share with you what we have found to be the 3 simplest and most effective techniques for our most successful email marketing clients.

Hot fact: Did you know: On an average day, 91% of consumers check their emails.

1 –Offer Incentives via Social Media

If you have an active social media presence, there are so many great ways of utilising your already existing and interested customer base such as through contents, giveaways and sweepstakes to name but a few. However, one of the quickest and easiest ways to grow your email list is through sharing an incentive for newsletter signup with a call-to-action and a reward. A discount, an exclusive offer, a coupon, etc., are excellent ways of encouraging sign-up, and hopefully a few sales as a result of the incentive!

2 – Have prominent sign-up-forms.

You are designing your website and you ask your designer to place the social media icons in an area where all your visitors will see them. You antagonise over which twitter widget to use for days on end, but does the thought of your email sign-up form even cross your mind? Probably not! If you log onto your existing Google Analytics site, you will be able to see which pages have the highest traffic rates and you should be able to spot the consumer behaviour patterns of your online users fairly accurately. Put your opt-in forms or sign up forms on the pages with the most traffic, or the page where most users land. This way, your sign-up form has a higher chance of receiving that valuable email address and you have a higher chance of converting that email address into cash! Don’t hide the away it the footer of the page!

3 – Create a bartering system

Very simply, your existing customers or your potential customers give you their email address and you give them something in return, much like virtual money. Whitepapers are especially useful for this bartering type system in a number of ways. Firstly, you are receiving a hot lead from a prospect as they are actively interested enough in this topic to give you their email address and to download this paper. This automatically increases your chance of converting your prospect into a paying customer by 30%. Secondly, by writing a white paper on your topic of choice, you are positioning yourself within the industry as knowledge leaders on said topic. Hubspot are a great example of a company who have done just this and positioned themselves within the industry as being the kings of inbound marketing. This is a marketing technique which has always existed, yet, Hubspot have managed their bartering system so amazingly well that they can now claim this marketing technique as their own!

So there you have it – three easy to implement yet extremely effective tips on how to grow your email list to get hot leads who spend cash! Contact us now to fond out how to grow your email list and create revenue.

How to Manage Customer Complaints on Social Media

December 2, 2013

So you have your social media account, you are updating it every day with funny and interesting anecdotes and promotions to keep your loyal customers coming back for more. Not only that, but your business is booming as a result of your social media presence and things are looking nice and profitable all around! Then, boom! You receive a complaint. However, gone are the days when a complaint is registered on a one-on-one basis away from the rest of your customers. Nope, now it will be posted on your Facebook page for all to see! You’re first reaction may be to delete the negative comment and pretend that you never saw it. This is very definitely the worst thing to do. Now you have just made your unhappy customer even unhappier by ignoring them and deleting their comments. This customer may very well go back to their own Facebook page which could have 300+ friends, all from your local business area, where they will promptly update their own status with the complaint which they had registered with you, but had been ignored. Now an entire local community has seen the complaint!

The results of this could be catastrophic and you will lose customers over it – and your competitors may be rubbing their hands with glee as they prepare a campaign to highlight their superior customer service. OK, well if I was the competitor that is what I would do!

It is important to remember that If you can prove that you can provide superior levels of customer service and attention for your customer when they so require it, you will generate more sales and you may be able to offer your products or services at a higher premium as, at the end of the day, customers want to know that they have comeback and someone to turn to, should they need it.

So how exactly do you handle a very public complaint? Well, the good news is that there are only 5 types of social complainers and the inforgraphic below offers suggestions on how best to deal with them.

How to manage social media complaints

How to use Social Media as a Sales Tool

November 29, 2013

Social media is a powerful tool which can convert your followers and fans into loyal and paying customers.

Detailed below are 5 simple ways of ensuring your social media leads will lead to increased sales.

Use the herd mentality and convey a sense of urgency:

New news very quickly becomes old news on social media due to the ever changing statuses and tweets of users. After approximately 7 hours, your status update has reached 90% of its total reach.

To instantly capture the attention of both your existing and potential audience, use words and phrases such as, “For a limited time only”, “While stock lasts”, or, “on sale today only”, These phrases will gain the attention of customers as well as conveying a sense of urgency which will encourage consumers to purchase your goods or services instantly, rather than delaying the purchase until a different time.

Offering incentives for the purchasing or booking of goods or services immediately will also encourage customers to act now instead of later. For example, “The next 5 people who retweet this will receive free shipping”.

Offer Exclusive deals to Fans and Followers

Create a loyal online community and build dedicated brand advocates by offering deals and incentives which are similar to the previous section, but which are exclusively available to certain networks, which customers have already subscribed to. The reasoning behind this is to encourage your customers to return to your pages to keep an eye out for special deals and offers, while boosting positive peer-to-peer word of mouth advertising

Encourage Sharing

Ask your fans to retweet, share or repin your updates. Great content can go viral exceptionally quickly, which could potentially provide you with an unlimited new customer base. For example, if you are running a Facebook contests, let your fans know that if they share your competition on their page, that they will get an extra chance to win.

Keep all of your social media profiles up to date and fresh.

Potential customers who arrive on your social media page should have a clear idea of what your business or brand is all about. You can include price or purchase information on a Facebook cover photo and you can include phrases such as, “Sign up to our Webinar here”, or, “Download our new brochure here”. The main image should also give existing and prospective customers insights regarding your business and brand.

Always ensure that all of your contact details and information required by the customer is visible and easily accessible.

Always include a Clear Call to Action.

Customers and fans will visit your page for a variety of reasons; however, generally they are there for a specific reason or purpose.

Some may be looking for additional information on your company, while others are looking for details regarding your products, or some may want access to exclusive deals and offers or to enter into any competitions which you may have running. Very often the time you have to engage your fan or potential customer is extremely limited. This is where clear ‘Call to Actions’, comes into play. By telling your fan what to do and how to do it, you can influence their online behaviour in your favour and encourage them to do what you want them to do, such as signing up to a newsletter, downloading a brochure, or availing of a special offer.

Regardless of your business or industry, social media is a powerful sales tool which many small and larger businesses in Ireland are under-utilising. Whether you think they are or not, the fact is, your customers are online and your customers are social. The question is are you?