An attractive content, presence on Social Media and skills to turn followers into buyers, that’s all it takes folks! It is all about how and what we do on social media to turn into a profitable medium to enhance marketing.
Social media has transformed the world in many ways. Connecting with new people in terms of brand exposure has now become easier than ever. The fanbase, exposure, branding, lead generation, sales, and traffic are some of the major benefits of social media.
Nowadays, social media has the power to influence marketing more than any other medium ever discovered! If you want to make your business more profitable than social media is absolutely the right option for you. You just need to focus on the social media strategy that you have created for your business.
In this blog, you will get to know about the tips that will definitely help you in generating more sales & grow your business to the next level. Kindly read the following points as stated below:
1. Market your business where your audience is
Before jumping into social media marketing, it is important that you should know the basic rule i.e. use that social media platform which is used by your audience as well.
For example, If you signup on Instagram and target B2B customers there, then you are going into the wrong direction. To find B2B customers, you should go to Linkedin.
From the above example, it is clear that you should know about your target audience and on which social media platform you will get them.
It is true that when you can reach your target audience more effectively, your chances of driving sales improve dramatically.
2. Coordinate with influencers
Nowadays, influencer marketing has grown tremendously. It permits brands to get their target audience in a manner that feels far extra genuine than customary advertising.
If you want to grow your business by increasing sales through social media then you must use the power of influencers in a wise manner. According to a recent study, it is proven that promoting brands and products through social media influencers are likely to drive more sales for a business.
Before choosing influencers for your business, make sure to check their audience and niche. When you will work with an influencer, you can automatically see the difference in your conversion rates.
3. Social media advertising
In order to make your business more successful through social media, it is important to reach out to the right buyers at the right time. Before targeting people for your business, make sure you check out their interests. Your buyers’ interest must match with your products, even if they have never heard about your brand.
For social media advertising, you need to focus on attracting buyers’ interest. To do that, you should create engaging, informative, and entertaining posts. Make sure to choose the relevant audience for targeting in social media advertising.
4. Retargeting ads
Retargeting ads is one of the best ways to convert visitors to buyers. Once the buyers visit your website through organic search or from your social media ads, it is important to keep the brand at the top of their mind through retargeting ads.
If you are investing in retargeting ads then you are in the right direction because it helps you to reach your potential buyers. According to research, it is found that 80% of people buy a product when they see that product in their social feeds on a daily basis.
5. Create & share valuable content
The best way to keep your audience connected with your brand is to create engaging, entertaining, and informative content. For creating such valuable content, follow the below tips:
Stop Using Text, Start Showing
Use High-Quality Images
Recycle Your Evergreen Content into Infographics
Share Customer Testimonials & Reviews
Search Visual Trends on Pinterest
Host Contests & Surveys
The major objective of every business is to convert their followers to buyers. To do so, it is important to strategize marketing campaigns in a correct way.
Follow the different ways to connect with your audience and build their trust. This will help you to convert them into customers.
If you are getting customers from your social media marketing campaigns then make sure that the buying process is easy to access by the user.
By following the above-mentioned tips, you can increase the ROI of your social media marketing efforts.
Nowadays, social media platforms have become a powerful way for marketers & businesses to reach their ideal customers. This is because people are interacting with brands through social media platforms like Facebook, Instagram, Snapchat, Twitter, YouTube, and Pinterest.
From recent research, it is proved that social media is a great way to get remarkable success for a business. It helps businesses to build their brand in the market and increase leads & sales.
Social Media Marketing (SMM)
SMM is one of the most emerging forms of internet marketing, that drags the traffic on a website from social media platforms.
For doing social media marketing, you have to create content which should be unique, informative, and appealing that can stand out in the market. After creating the content, share it on the social platforms so that it can become viral; also it reaches the audience so that you can get benefit from that.
Content can be in any form like videos, blogs, testimonials, etc.
In social media, along with good content, hashtags are also very important. This is a very common way to add meta information on social media platforms like Instagram, Facebook, Twitter, and Pinterest.
By using hashtags, users can easily discover your content and hence more likely they will share it. If the same happens to your content then it will go viral.
How social media marketing benefits your business?
You’ll be amazed to read the magic which Social Media Marketing can do to your business!
The following are the major benefits of social media marketing:
1. Increase your brand recognition
It is essential for a business to have its brand recognized. It is one of the most important marketing goals. Through social media, your brand authority can be built effectively.
There is a great advantage that social media marketing have is that it gets your audience looking at your brand even when they aren’t thinking about it. Due to this reason, social media marketing gets more importance than traditional marketing.
2. Build customer trust
Building customer trust is not easy at all as it requires a lot of effort and work. For every business, it is important to understand the behaviour of their targeted customers.
If they are following you then it simply means that they choose you over your competitor this will further increase your traffic & sales.
3. Choose the ideal audience
Audience research plays a major role in selecting the right audience for a business. To take this action,you can look for the “Insight” option that is available on almost every social media platform.
By gathering data from audience research, you can improve your list of the targeted audience.
4. Great way to increase the traffic
The above mentioned points bring forth clarity about the benefits of social media marketing which also plays a major role in increasing traffic.If we use social media properly, then it can send direct traffic on your blog or website.
5. Re-target your audience
Re-targeting is a way to target that audience which has shown interest in your brand/products/services at some time. Now, a question arises, how does it actually work?
It works by keeping the data of the audience who visited your website and this is done by placing anonymous “cookies” within their browser. When they visit a social media site, a retargeting service then displays the ads. This is how your audience remembers you.
6. Drive conversions
These days, social media is the most effective way of driving conversions to business. There are different ways of achieving this like adding CTA (call-to-action), by running a giveaway or a general contest, and ads.
Proven social media strategies to build a brand
1. Set your goal
The initial step in creating a strategy is to establish goals that align with business objectives. If you don’t have a goal then there is no way to measure your success.
The goals should be specific, measurable, attainable, relevant, and time-bound.
After goals, it is important to track meaningful metrics like leads generated, web referrals, conversion rates, etc.
It is important to assure that your social media goals align with your overall marketing strategy as this will make it easy & clear for you to prove the value of your work.
So, create your social media marketing plan by writing down at least three goals for social media.
2. Understand your audience
It is very important to know the ideal audience for your business so that they can be converted into customers. Think from the prospect of the customers that helps you to understand the needs of your ideal audience.
Once you are able to understand this, you are more clear about what to offer them.
While analyzing your audience, gather real-world data instead of making assumptions. You can collect that data from social media analytics as they can provide valuable information about the audience.
Let us understand this with more clarity by considering an example;
Uber, a car service provider in India, used Facebook analytics to find out that 90% of their customers who referred the cab service to other customers are between 18 to 35 years.
Among those people, nearly 60% of people are using an android phone. This is how they were able to understand their audience with utmost clarity. .
3. Competitor Research
Whether it’s SEO, PPC or SMM, competitor research is essential. It helps you to understand who your competitors are & what they are doing.
Let’s understand this with the help of an example:
Suppose your competitors are doing really well on Instagram but are not focusing more on Facebook & Twitter. At this time, you can focus on that platform where your ideal audience is underserved. By doing this, you can build your network.
4. Conduct a social media audit
Follow the steps stated as below to conduct a social media audit:
[mks_icon icon=”fa-check” color=”#000000″ type=”fa”] Create a document for your audit.
[mks_icon icon=”fa-check” color=”#000000″ type=”fa”] Track down all of your social media accounts by searching your brand name/product name on Google & social networks. Record all the relevant accounts you find in your audit document.
[mks_icon icon=”fa-check” color=”#000000″ type=”fa”] Make sure each account includes profile photo, cover image, bio, links, pinned posts & a proper username.
[mks_icon icon=”fa-check” color=”#000000″ type=”fa”] Look at the 5 posts that have more engagement and identify the best posts among them.
[mks_icon icon=”fa-check” color=”#000000″ type=”fa”] Evaluate your ideal audience.
[mks_icon icon=”fa-check” color=”#000000″ type=”fa”] Evaluate performance by using social media analytics.
[mks_icon icon=”fa-check” color=”#000000″ type=”fa”] Understand the audience of each social media network.
[mks_icon icon=”fa-check” color=”#000000″ type=”fa”] Identify which channels are right for you and centralize channel ownership.
5. Improve the existing accounts and set up the new accounts
Check out the existing accounts and determine which network to use & how to use them. The strategy for each social media network is different.
Once you have decided which platform you want to use then it is important to make the strategy and start work accordingly.
Create the profiles on the selected networks or improve the existing profiles by following the below mentioned points:
[mks_icon icon=”fa-circle” color=”#000000″ type=”fa”] Fill out all of the information like profile bio, website link, profile image, etc.
[mks_icon icon=”fa-circle” color=”#000000″ type=”fa”] Use keywords through which people will reach your business.
[mks_icon icon=”fa-circle” color=”#000000″ type=”fa”] For each network, use the images accordingly. For example, on Facebook, the image dimensions are 180 x 180 pixels.
6. Create a social media content calendar
Before creating the posts, it is essential to make a plan and then create the posts. This is an important step as you will do proper research about the trending content related to your niche. This will have a great impact on your strategy.
Once your content plan is ready to go then schedule your posts by using any social media tool like buffer, sprout social, Hootsuite, etc.
7. Test & adjust the strategy accordingly
In social media marketing, it is not mandatory that you will get success in the first attempt. You have to make strategies by analyzing the metrics and test them whether they will work or not.
As you start implementing the plan and tracking the results, you can make a better strategy. Surveys can also be a great way to find out how well your strategy is working.
In social media marketing, the audience plays a major role. They are not just the statistics that you are seeing on the analytics, they are real humans who have certain interests.
If you are capable enough to capture that interest then you can win the game as the audiences are the foundation of the long-term success of a social media campaign.
Nowadays, videos have gained a lot of popularity. Video marketing has become a forward-facing strategy that combines attractive videos into your marketing campaigns.
As per research, the percentage of using videos as a part of the marketing strategy is increasing from 63% in 2017 to 87% in 2019. With this fact, it is clear that there is a sharp rise in video marketing.
Through video marketing, you can build your brand, drive sales & conversions, raise awareness of your products or services, and also engage your customers.
If you are a digital marketer then you already know about the benefits of video marketing in 2020. But if you are not a marketer then you should read the following benefits of video marketing.
Benefits of video marketing
The following are the major benefits of video marketing.
1. Boost conversion rate
Videos are proved to be the best option for boosting the conversion rate. According to a recent study, it is proved that 57% of the people buy products online after watching the demonstration video of the product.
2. Must be accessible
Nowadays, there are different platforms for video marketing like YouTube, Facebook, Instagram, Television, etc. Most of the people are using smartphones in this century and they want to access everything from their mobile. That’s why it is important to create such a video which can be accessible by everyone & through every device.
3. Improve traffic
Video marketing increases social shares and creates audience engagement which will help to improve the traffic on your website.
4. Attractive & entertaining video
Before using video as a part of your marketing strategy, it is important that you must know what type of content you should produce. Remember one thing that people will like to see attractive, entertaining, and informational videos. Make sure to generate content around this so that you can keep your audience engaged and happy.
Have you implemented this strategy for your business or your client’s business?
If no, then you should start implementing it.
After reading these 5 top trends of video marketing, you will definitely implement it in your marketing strategy.
Top 5 video marketing trends in 2020
1. Long-Form Videos
There is a big difference between content marketing and content advertisement. An advertisement is a way to catch the audience’s attention and to deliver a quick message.
Long-form videos is a great way of content marketing as it will provide value to the targeted audience. Make sure to create informative, engaging, and entertaining. The value that you are providing to your audience will keep them connected with you.
These videos will also help you to build the trust of your fans. If you are running a business then it is important that you will engage your audience trust. For that, you can shoot behind the scene videos so that your audience feels the reality and can connect with you.
2. Shoppable videos
The idea of shoppable videos come from shoppable images. As we know, it is very easier for a user to buy a product online just by seeing the image & product specifications that are shown along with the image.
These videos are widely used on Instagram & Snapchat but it is expected that its implementation in the future will rise on the other social media platforms as well. Shoppable videos include the product page link which will help to make the buying process easier for the buyer.
Therefore, by using shoppable videos, businesses can get more leads &conversions.
4. 360° videos
These videos have gained a lot of popularity due to its uniqueness. According to recent research, it is found that people will like to watch 360° videos more than that of traditional videos.
The trend of 360° videos increased due to the growth of AR and VR field at a fast pace. These videos are widely used for promoting travel events, but we can also make use of them in explaining the specification of our products & services to our audience.
Now, more businesses are moving forward to these videos and use them for their businesses. A great advantage of these videos is that they give a great experience to your users. This further makes your users to be engaged with your brand. It is clear that these videos are becoming more popular in 2020.
4. Video ads on Facebook & Instagram
The trend of videos on Facebook & Instagram is growing day by day. Nowadays, these are the most popular social media platforms. Facebook has more than 2.3 billion active users per day and Instagram has 1 billion active users per day.
According to the Social Media Examiner survey’s, it is found that the marketers are making their plans to increase the number of ads on Facebook & Instagram more as compared to the other platforms.
With this survey, it is clear that these two platforms have most of the audience for almost every type of business. As their popularity increases, the competition will also be increased for the marketers.
5. Live videos
Live videos have gained a lot of popularity. The main platforms for live streaming are Facebook, YouTube, and Instagram. Live videos help your customers to connect with your business at a deeper level. If you are running a business, you must plan a live video in which show your audience behind the scenes.
You can also use them for seminars, webinars, interviews, explaining about your products, etc. Live videos create engagement at the next level which cannot be created by the traditional videos.
One of the biggest reasons for the popularity of videos is that the production of videos is becoming affordable. Through videos, people can easily understand your content and can quickly connect with you.
While creating videos, make sure that you will give importance to quality over quantity. It is very important that you will deliver the message properly. If you are still not using the video marketing strategy then take a step towards it!
Hootsuite is one of the leading social media management tools. It manages and schedule posts to multiple social media platforms like Twitter, Pinterest, Facebook, and Instagram.
Hootsuite does have a free plan, but it is limited. In the free plan, you will get 3 social channels, can post up to 30 and can only have 1 user. In order to use it unlimited, you need to buy the paid version of it.
This is another popular social media marketing tool that helps you to schedule posts on different social media platforms once.
It is available in both free and paid versions. Buffer’s free plan includes 3 social profiles, schedule up to ten posts, utilize their browser extensions and mobile apps (iOS and android) feature, create and schedule content using their image creator and GIF/video uploader, and shorten and track links.
If you want more features and bandwidth, then you have to switch to the paid version. Its paid plans start from $15/mo
For entrepreneurs and small businesses, this tool is the best option. This is a social media listening tool. It doesn’t require a large budget, yet it covers all major social media listening features like finds mention of your brand or any other keyword on all major social media platforms. Its paid plan starts at $29/mo.
This is a little expensive tool. If you have a large budget then you can choose it. Brandwatch’s analytics data is highly visual. It can illustrate the meaning of social media marketing to clients if you’re an agency. Its paid plan starts at $800/mo.
Socialinsider is an analytics and benchmarking tool for Facebook, Instagram, Twitter, and Youtube.
With this tool, you can see where you stand against top competitors, optimize your clients’ social media strategy with advanced analytics and competitive benchmarking, track social media KPIs, and share branded reports with your clients.
Its paid plan starts at $59/month or gets a free 7-day trial.
Facebook Ads Grader is a free tool provided by WordStream. This tool provides a complete assessment of your Facebook ads performance. As Facebook offers analytics on ads but those analytics are not just enough to analyze whether your money is giving you benefit or not.
At that time, you can make use of this tool. This tool provides a detailed summary of your account through which you can analyze the data and take the necessary actions.
Qwaya is a great social media marketing tool used for Facebook & Instagram. It is a good idea to invest in it as it lets you schedule ads, offer analytics, and also lets you A/B test your ads. With this tool, you can test each variable so that you can make sure you’re not wasting your money & get the best results.
This is basically a retargeting tool that you can use in Facebook Advertisement. As we all know, retargeting is a big part of marketing. This tool simplifies the process of retargeting and helps you to set the campaigns & view the result with more clarity.
It is a premium tool and charged on a CPM basis.
Social media tools are constantly evolving and many new apps and platforms being released to help improve your social marketing efforts.
Not every social media tool is relevant. Not every tool provides the functionality you need. You need to look at your strategy and then choose an ideal social media marketing tool.
Alex is an e-commerce specialist and Facebook Ads Expert. His prowess in this industry has allowed Alex to grab the 2-comma club award. It is because of his proficient and precision skills in Facebook ads and e-commerce that Alex has got his clients business worth more than $100 million.
A facebook Guru, an ads expert Alex has become a successful brand in the 21st Century’s e-commerce expansion ecosystem.
Born in Ukraine, Alex went from SEO to Google Ads, to e-commerce until finally, he stumbled upon Facebook Ads. His interest in Fb Ads was born out of client requirements and this got him started only to become one of the most proactive individuals in this niche.
His understanding of Facebook and the implementation of strategies to get more business from the largest Social network in the world is just awesome.
In talks with Sandeep Kumar, let’s understand the nuances of Facebook Advertising and advanced strategies shared by the expert himself.
The Interview Begins:
Sandeep Kumar: What type of e-commerce projects are you working on? Do you have any niche brand or product under your ambit?
Alex Fedotoff: First of all I like products that have high potential and give provide more profit. These products must have a higher value, they are more competitive. The motive is to use those products that can be scaled up and are waiting to be ignited and ensure higher outcomes. Secondly, I look at the market share of the products and if they have the attributes to reach out to a higher market audience.
Also, our profit margins to work with a product is somewhere between 20 to 40%. Then we try to leverage the most out of that product’s properties and use quick funnels plus custom-built funnels and expand the outreach. It is like taking one product and squeezing it only to get the most out of it.
Sandeep Kumar: Ok, I guess your preferred regions are the markets of Europe and the USA?
Alex Fedotoff: Yeah, our aim is to look for markets in developed countries and benefit from the kind of exposure that they provide for Facebook Ads.
Sandeep Kumar: There is a unique trend that I have noticed. Every time a new store, business or a product is promoted through Facebook Ads, initially, the conversions are good. The business starts to show some growth. But after a few days, say 10 to 15 days later the curve starts to decline. It is almost like an inverted U-shaped curve. Why is that and what is the way out of this?
Alex Fedotoff: Well, starting out you need to understand that it is a competitive landscape. There are more than 6 million advertisers out there who are trying to pitch their product as the best one through the ads. Another reason for this drop can be due to the fact that you have simply outrun the course. This happens when you run Facebook ads heavily, something I call as Ad fatigue. You have exhausted your target market. Because if there are, for instance, 1 million people who can buy your product, it is not necessary that your ad will reach to all of them. It may happen that facebook has not optimized for all audiences. Or it can also be attributed to the reason that your ads are not strong enough to make a lasting impression.
To check the performance for my ads I have set the benchmark of more than 3% unique click rates. Because if that happens it means that my ad is resonating with the audience and I am getting some response. And if the click rate starts to drop down, then it can be because I was not creative enough while posting the ad. You need to know that being creative is the biggest part of success in facebook ads.
Moreover, the Facebook algorithm is very smart. It works in a unique manner. I will tell you how. I have some accounts which are working on the very basic attributes. Like we only have the country gender and age. There are no interests.
Sandeep Kumar: But the pixels for these accounts is mature enough to perform that well like they must have thousands of conversions.
Alex Fedotoff: Yes, the pixels for these accounts is mature enough indeed. But what I do is work in dual stages. First is to provide all the relevant data to your pixel. This is to groom your pixel with the data and as soon as the account starts to perform better, the targeting has to expand. I choose a broad area of audiences and let Facebook optimize it further. And this method works for products that are appealing to a large audience. This is one of the reasons why I work with beauty products because their target audience is almost universal.
And let me tell you something interesting. I have been called to the Facebook headquarters almost after every couple of months. I go there and see what all is happening with their platform. Down the line, Facebook is aiming to remove all kinds of targeting and selecting your interests. It will like answering a few basic questions including the type of industry, ideal customer and the target.
And when you realize it, creativity and message are the only two things that will need your entire focus. This is what everyone should do now too. Just focus on being creative.
Sandeep Kumar: Ok, so moving on, let’s talk about the expenses. What kind of budget do you like to set for a new store?
I have seen some people start the ads with $5 a day budget. But I think this is too less seeing to the CPM rates and the outreach of the big developed country markets. Moreover, what do you think should be the first target of the budget that we can set for a new store, shall it be ‘Add to cart’ or ‘View Content’ or just ‘Purchase’? Also, what is your recommendation for the audience size?
Alex Fedotoff: Ok, so what I do is create 5 different ad sets and then choose 5 different audiences. This will give me a head start and I will have the potential to look at more variables than what I will get with one ad set and one audience.
As for the budget is concerned, I would recommend $20 for a new store initially. But here too, a lot depends on your creativity, your website, and your funnel. If your website is good and can generate more conversions, expanding the budget should not be a concern. But the $20 that you will spend can give you an idea of the click rates and get some more data. The point is to confirm whether your message is resonating with the audience or not. But you need to find a matching audience first and then you can expand on that audience with ease.
Sandeep Kumar: What about the specific pixel that we need to target? Like should it be view content, add to cart, purchase and so on..
Alex Fedotoff: Mos of my ad sets take the audience straight to purchase. Add to cart is when the product has a higher value. View content is not something that I think will make any difference.
Sandeep Kumar: But what I have observed is that people who go for add to cart they just don’t continue their purchase any time soon. And like we can use this to optimize the ads and convert them into sales
Alex Fedotoff: I think that around 60 to 70% of the purchases from Facebook ads go to add to cart. This means that Facebook has a lot of data and they will show these ads to the people.
Sandeep Kumar: Further, I have seen that the US market CPM is way too high. It is like $20 at the very first step. And then I have seen the CPM to be as high as $50, $60 or even $70. What can one do to bring it down?
Alex Fedotoff: Ok, the method to lower down the CPM is increasing the engagement. And to do that you need to add an emotional factor to your ads. Trigger their emotional point and then you can see the rate coming down. But here too the key point is to know your customer. Like what you can do is add a story of a person who had some family issues due to overweight and these issues were resolved after using a weight loss product. Here if your ad which promotes a weight loss product will have a higher chance of conversion than the one which does not trigger an emotional response in the reader.
Sandeep Kumar: Ok, but then another question arises, what should be the ideal size of the ad copy. Because adding a story to it can make it a bit lengthy.
Alex Fedotoff: Well, this depends on the product entirely. Selling a $15 or $20 t-shirt will only require one or two sentences in the ad along with a couple of pictures. But when it comes to selling a gadget that will cost a bit more than you need to add that story angle and build up in stages. Like first, you need something to attract their attention, then tell a story which resonates with that person and then further add some elements to cement their interest.
You need to think about what the buyer must be thinking. Like if they are at work and just scrolling down their newsfeed and suddenly something attractive shows up. This gets them to click on it and converse further with your ad.
This means that you can make a long ad copy if the need arises.
But what I wouldn’t do is add the obsolete elements to make your ad copy more attractive. Like, offering discounts, coupons and other such boring stuff. You need to show the benefits of the product to the end-user, remember, a benefit-driven will resonate more with the audience.
Sandeep Kumar: I have also seen a lot of advertisers add emojis or excessive URLs to their ad copies. Do you think it works to their benefit?
Alex Fedotoff: I guess no because today’s customer has become sophisticated. They want value and not spam. So, if the customer has changed, the marketer also has to change and become sophisticated in order to resonate well with their target audiences.
Sandeep Kumar: let’s talk about dropshipping. Like I have noticed a few changes perpetrated by Facebook this year only when they have included the feedback feature in the drop shipping. Moreover, they have also started declining the stores. What do you think is the future of Drop Shipping in 2019 or 2020 and what should a marketer do to approach these changes?
Alex Fedotoff: The future of dropshipping is strong, as long as people find it profitable and they find the right product to market. The reason a lot of people do drop shipping from China because the margins are good enough to allow them to continue with it.
For a marketer, the recent changes mean that they have to upscale their service and facilities. They need to bring the products to the country, ship them faster and provide better customer service.
This is also important to sustain on Facebook or otherwise, they risk being banned from Facebook or even being a marketer. I have seen some people who I know are banned from Facebook to advertise. And this is not as a business or through some company, but they are banned as an individual.
Sandeep Kumar: And the reason for their banishment is the type of ads they run or something else?
Alex Fedotoff: Yes, it can be due to the type of ads they run. But there are other reasons like a lot of disabled accounts, or they are working from a country which people do not trust that much. I have seen some people facing problems because they were logging in to their accounts from different locations even though they are working in the US.
Understand it as a business and Facebook is also running their own business and want to eliminate risk. And why should they allow such activities? On a larger scale, these smaller risks add up to become one big factor and moreover, why would Facebook want a lawsuit.
This is the main reason they want to work with legit businesses. This means that your business is operating from one location, you work constantly from here, your credit cards are all operating from one location, there are no due bills.
In the end, Facebook is looking for more consistency, that’s all.
Sandeep Kumar: Right, they are running a business. But what is the solution to come out of this?
Like one of my clients was shocked to see that 20 to 25 of her Facebook businesses and ad accounts were disabled in under a minute. Is there a way to come out of it?
Alex Fedotoff: Well, the key is to just give in. All you can do is reach out to Facebook and admit that you were wrong and have not followed the rules in posting your ads. Tell them that you will be compliant in the future. That you want to run your ads with everything done according to the book.
You need to convince these guys that you want to work with them and will show full compliance with their norms and regulations.
Think of the small chance that you have. Like someone sitting in the Facebook, office is reading lines like why have you disabled my account or I have not done anything wrong, or even reactivate my account and such stuff.
No, you cannot do that. Just take the chance that you have, admit your mistakes and get your account back.
Sandeep Kumar: Exactly I have seen people give reasons like, I am new to this business, or that I have done it right, or I don’t know how to do it. These things do not work.
Alex Fedotoff: Exactly, like why should they do it. For them, your business is a risk and if someone sues a business that is run through Facebook, the same person can also use Facebook because they saw the ad to buy a product from this platform only. So, in turn, Facebook is a party to this deal.
Sandeep Kumar: Well, that’s amazing to know. Moving on, let’s talk about scaling the business. I am aware of your suggestions regarding the CBO and other such methods that may help scale the business. But CBO needs a whole new level of understanding. But how can you scale a business from the perspective of a store owner which is growing?
Alex Fedotoff: Talking about CBO understand that it may not work with all the accounts. And it would not be a smart choice to continue working with a method which does not give you results.
Instead what you can do is use the methods that are available to you on a daily basis. For instance, you can modify or add to the regular adsets, tweak your budgeting.
In order to scale, you can use broad interests or a combination of such interests embedded into one adset and set a higher budget for the same.
Another way is to use look-alikes. You will find a lot of such portals that have your target audience’s look-alikes.
All of these are good options to make your business scale up and grow. But at the end of the day, your creativity is something that can make a real difference in it all. Because if you have good ads that are appropriate and are made with creativity, scaling comes naturally. Along with this, you also need to know your customer. Good ads combined with customer knowledge makes for a scalable ad on the whole.
Let me tell why good ads are important. You see that I have trained many people and the only thing that I taught them was how to be creative and develop good ads that are decorated with stories, excerpts that resonate with the audience. And initially, they used to spend $100 per day on their ads. But now, they spend around $3000 to $4000 on these ads and are still earning a profit.
So, the key is to be creative, be empathic, know what your customer is looking for, and be consistent.
Sandeep Kumar: Well, that is interesting to learn. Another thing that I want to ask is what are the things that you would recommend should be there in every ad that we run. Like is there is a set of templates that you can tell us about?
Alex Fedotoff: I wish there was one. But no, every kind of industry has a different ecosystem. So, what I would like to do is first check with someone who has it all figured out in your industry. Someone who knows how to approach the customers, how to run successful ads, to get some ideas, methods, and emulate the model.
Sandeep Kumar: Just like the ads library provided by Facebook. That is an amazing platform.
Alex Pedotoff: Yes, exactly. You can check the library and see what kind of ads are made with reference to a specific industry. Like how do these ads converse with the audience and how do they engage with them. But make sure to add your own unique angle to it. But you also have to find that uniqueness.
For instance, you observe your competitor ads and notice that people are complaining about slow shipping speed or the size does not fit. To get around this, you can mention in your ads something like fast shipping and free returns. That is how you can solve a problem for the audience and pitch the same product with a unique angle.
Again, communicate to your customer what kind of problem does your product solve. Like how can you communicate better with a story that shows a mirror to the audience and convinces them to take action?
You know I have observed some people use testimonials and customer reviews to pitch their products.
Sandeep Kumar: Exactly, a marketer can use these testimonials in their MOFU or BOFU campaigns. Like this can become a tool for remarketing.
Alex Fedotoff: No, use them on the front end. It can happen that the first ad that you show to the people can be a customer testimonial. I have worked with such a strategy and run ads on the front with these testimonials. And these ads run very well.
Because with this you will answer all the objections that a customer may have even before they ask it.
Sandeep Kumar: That’s a cool hack! What about the spy tools? Are there any good spy tools that can let you hack through and get you the customer interests or can they help you understand what interests are your competitors working on?
Alex Pedotoff: I am using X PI. It is a good tool and has a lot of filters. For instance, the time frames, niches, ad platforms and much more.
And when it comes to knowing what interests my competitors are targeting, I do not care what they are doing. You see if they have a well-groomed and mature pixel account and they can afford to target broad audiences, then it has nothing to do with me.
A big part of being an advertiser is that you will have to spend some money without getting any returns. It is a part of your learning curve and it is unavoidable.
Sandeep Kumar: So, in the end, I would like to also ask you about the landing pages. Because I know that these pages have a big role to play when it comes to conversions. What do you think should be there on a landing page of a website that can help us increase the conversion rates.
Alex Fedotoff: The most important thing is the link between your ad and the landing page. Like you need to show the most important thing about your product on the top and visible to the user as soon as he/she lands on the page. Plus, the title of the product has to be benefit-driven. It needs to tell people that this product solves this particular problem. Also, the Add to Cart button should be on the top of the page too. Do not let the visitor search for the buy button. Make it big, make it bold and bright.
Along with this, make sure that the other pages are also visible enough to the viewer. Show the product from different angles, from different perspectives, add some other graphics to the page. Show videos of the product when it is in use. Include all kinds of details on these pages. Add information about the product, what it does, who does it benefit and all that. Add the shipping address on these pages.
Plus, what you can do it gather some feedback about your product and observe what people are looking for. Just implement the new information on your website and clear all the customer objections.