There’’ s an old stating in sales, that ““ you consume what you eliminate. ” This line of thinking is normal in the conventional sales state of mind — — the task of being a sales representative is expected to be like being a hunter — — you ’ re expected to be aggressive, competitive and proactive. You’’ re expected to go out there and make things occur and win individuals over and accomplishment. This mindset has served sales individuals well for lots of generations — — however what if there is another method of doing sales? What if the brand-new guidelines of sales are a little various, and needing a brand-new technique?
The fact is, in B2B sales , in the brand-new age of digital marketing and social networks lead generation and material marketing, when consumers are more notified than ever previously, the function of the sales individual has actually altered. Effective sales individuals now are less like ““ hunters, ” and more like “ garden enthusiasts. ”
.Sales Mindset Tips.
Here are a couple of reasons that your sales method may need a modification in state of mind — — and why the very best sales individuals are more like garden enthusiasts than hunters.
.Sales is a Long-Term Effort.
B2B sales success needs constant, incremental effort — — like tending a garden and planting, rather of a one-time ““ eliminate ” from an effective hunt. Much like a great garden enthusiast understands how to be client and remain in it for the long run, excellent sales individuals today require to carry out long-lasting lead nurturing of their sales potential customers. You can’’ t simply anticipate to head out and make a huge sale right away; these things require time. Specifically for significant account B2B sales, it may take 12-18 months (or longer) to close a sale, begin to complete.
.Sales is Collaborative, Not Adversarial.
Too numerous business appear to believe that they are at war with their clients. ““ You consume what you” eliminate ” sounds unusual when you truly think of it — — after all, you shouldn’’ t wish to “ eliminate ” your clients, you need to wish to assist them! Eventually, your task as a sales individual or small company owner talking with consumers ought to be to approach the discussion as a collective effort. ““ How can I assist you and your company? How can I make your life much better? We are on the very same group here!” ” Look for chances for your consumers’ ’ interests to line up with your own.
Ideally, what you are offering need to enhance your consumer’’ s condition. You ’ re offering something to the consumer, it ’ s real– however what you ’ re selling needs to include a lot worth to your client’’ s life that it deserves more than it costs: in regards to time cost savings, performance gains, performance increases, expense decreases, and intangible psychological advantages. Similar to garden enthusiasts frequently exchange gardening pointers with their next-door neighbors and buddies — — in a spirit of — cooperation — you as a sales individual require to be practical and generous, self-important and not aggressive.
.Sales has to do with Mutually Beneficial Relationships, Not Zero-Sum ““ Wins ”.
Another issue with the standard ““ hunter ” mindset in sales is that it tends to deal with sales as a zero-sum video game: ““ I win, you lose. ” If you treat your consumers as simply points on a scoreboard, they will begin to feel that you put on’’ t truly appreciate’them. Don ’ t treat your clients as ways to an end’. You ’ re not simply there to acquire sales and add ball game; you need to exist to develop an equally helpful sales relationship.
This is not “simply “ the ideal thing to do,” ” it ’ s likewise clever company. Due to the fact that in today’’ s extremely networked economy, clients’ ’ word of mouth spreads much faster than ever. If clients feel well dealt with and appreciated by you, they’’ ll be most likely to inform their buddies and provide you recommendations. They will yell it from the roofs on social media and beyond if consumers feel disrespected or scammed or tricked by you. It can be difficult to recuperate from a broken credibility and today’’ s sales organisation is everything about trust. Ensure you are all the best, earnestly including worth and bringing a spirit of care and connectedness to your sales discussions. Clients aren’’ t there to offer you a sale — you exist to assist the client.
Think about it in regards to gardening: do most garden enthusiasts hoard their veggies and extol how terrific their tomatoes are? No! They tend to share the bounty at harvest. At its finest, gardening has a sense of abundance. Individuals wear’’ t garden since they desire splendor and prizes, they do it since they wish to share and discover and grow. Effective sales individuals today ought to have this very same mindset — — it ’ s about growing relationships and having an abundant bounty of sales chances with time.
You are not battling your consumers, you’’ re attempting to assist them. You’’ re not opponents, you’’ re on the very same group. If you can bring a spirit of kindness and cooperation to your sales procedure — — believing less like a ““ prize hunter ” and more like a ““ — garden enthusiast ” — your sales success is most likely to bloom.
You’ve become an integral part of our lives as marketers, so why can’t you just tell us how you work?
All jokes aside, there is no denying that Facebook has grown to be a major aspect of our marketing strategies. But with all of the secrecy behind “The Algorithm,” many of us are left with so many unanswered questions, particularly surrounding the topic of how to effectively use the platform for paid and organic efforts.
In an effort to get some of these heavy-hitting questions answered, we invited Dennis Yu, Chief Technology Officer of BlitzMetrics, to DigitalMarketer headquarters to pick his brain on the topic of what’s working now in the world of Facebook marketing. And damn it, he delivered.
If you’re more of a video person like myself, go ahead and watch the video below to see what Dennis has to say. If reading is more your thing, skip the video and hop straight to the transcript below!
Garrett: Is there a connection between your organic Facebook efforts and your paid Facebook efforts or are they completely independent of one another?
Dennis: Your paid and organic efforts go together because the algorithm is almost the same between the two when it comes to page engagement. The objective of the organic news feed algorithm is to determine what should be shown of what you’re posting to other fans or friends of fans. And when you do things that work well in organic like vertical video that takes up the whole screen instead of a third, captioning, things that work, sound off, getting people’s attention, high average watch time, high engagement those are things that you can then reuse, for example, taking that page post I.D. and ads manager and using it for website conversions or driving it for leads or using portions of it that you have inside instant experiences. A lot of people even though this is not what Facebook recommends, they will boost posts that are working well organically.
Dennis: Boosting posts works well if you’re a public figure and if you’re a small business but if your objective is driving leads, driving ecomm sales for ROAS, driving in-store visits then that is a different optimization objective. Whatever you select on the ad site is your objective, Facebook will sub-target against your chosen audience and try to get you the lowest cost per result. We find that when you put stuff out there on the page that’s more at the very top of the funnel, when you find certain things that are working, maybe they’re high authority especially videos you can boost those, use those remarketing audiences and then drive ads against it. Our favorite thing to do is take 10 second remarketing audiences against video view posts and then use that to drive chatbot leads, landing page views, sales, it’s a basic two-step funnel. They’re very similar. Organic tells you what people are engaging with and then you can use the business objective that you choose in the ad site to drive that eventual conversion.
Garrett: What should marketers really be focusing on when it comes to their organic Facebook efforts?
Dennis: With organic Facebook efforts you have to look like you are a friend. So what are your friends posting? Lightweight videos, they’re not using hashtags, they are being engaging and telling stories, they’re showing that they are human instead of only selling, they’re educating, interviewing other people. When you do that on your public figure page, because some people want to keep their profile separate, their user profile’s not the same as their public figure page then you’re able to build your brand and boost the content you’re putting out there to show that people can know, like, and trust you.
Dennis: Yesterday we were in Las Vegas and we ate at the Caesar’s Bacchanal Buffet, I was there with Mitch Miller, we had a great time and we got to take some pictures together and share some knowledge while we were chowing down on things like lobster. A fantastic experience and you want to make it feel like other people are there with you at the buffet having a good time even though we’ve got crème brûlée all over the place and it’s a mess with the buffet, but you want to show that you are human and real. Not just because you’re trying to be authentic but because people can see you as a human. We know that people buy from other people. So especially on organic, your public figure page, maybe you’re Jeff J. Hunter as a person and then you create that business page that’s called Jeff J. Hunter but it’s a public figure page, a subset of a business page, and you’re putting a bunch of stuff out there that shows that Jeff J. Hunter is a human and is hanging out with Ryan Deiss at Traffic & Conversion Summit or whoever your audience is.
Dennis: That’s demonstrating that you are part of that community so that the people that you want to buy from you see that you’re one of them first and then from your company page you’re able to sell. That’s when you talk about your products and your services, what things cost but you got to bridge that gap to be social. Most people miss that on Facebook.
Garrett: We touched a little bit on this already but when it comes to boosting posts versus traditional Facebook ads, which is better? Or maybe the better question is, when should you really use both of them?
Dennis: We’ve argued over this for the last five or six years on when do you boost a post, is Ads Manager and what used to be Power Editor a better tool for people that are pro. Think of it this way, if you want to use the right tool for the right job sometimes you need a chainsaw because you’re going to cut down a forest and sometimes you just need a butter knife because you’re trying to dig up one weed. When you’re building lightweight engagement, when you’re testing the kind of content that people are going to resonate with against different topics you’re going to fine tune using sandpaper and that’s what … Sandpaper’s maybe not the right analogy because it seems like it’s rubbing against you. You want to see, through a dollar a day, $7.00 seven days, dollar a day budget what people want to engage with and that helps you build your topic wheel on the outside.
Dennis: On the outside here you’re putting out one-minute videos sharing different pieces of knowledge, sharing stories. You might 10 or 15 stories out there, you’re not going to know in advance which ones are going to win. So, the dollar a day strategy is really a way of extending your ability to build community. You’re not doing it just because you’re trying to drive sales, you’re doing it because you want to listen and understand because you’re not getting enough organic reach. Based on what you learn there you can put it into your 3 X 3 grid and be able to drive conversion, obviously, you want to drive sales, Ads Manager is your chainsaw, it’s your heavy-duty thing to drive sales down here. Clearly, when you’re boosting posts and you’re going to drive more likes, comments, and shares because that’s what the algorithm’s going to go for, those aren’t necessarily going to drive to your lowest cost per conversion.
Dennis: But off of a remarketing audience here, you can drive to the what? To the conversion. You’re going to use them in conjunction. It’s not that a knife is better than a chainsaw, it’s that you use both of them and you have multiple tools in your toolbox to be able to listen to the community, engage with them. People that engage with you multiple times are more likely to buy. We did this analysis for an electronics company that you definitely know, and we found it took seven touches before people eventually bought here and it’s when they went to the website that they bought. But all these other touches occurred in other areas and a lot of them we couldn’t even track because they were at Starbucks talking with their friend. Think about the journey of when people are buying and how much people need to know, and the influence, the social proof from their friends not because you’re trying to get a thousand likes on a post but because you’re trying to drive influence among your existing customers that are influencing their friends.
Dennis: It’s word of mouth, it’s always been there, it’s not an algorithm thing. You’re just using Facebook as a way to expose that to then re-market to these particular people again, say a 10-second video view or landing page view to drive to a sale.
Garrett: You’ve talked about this dollar a day Facebook strategy. Could you kind of give us an overview of what this strategy is and why it’s such a successful strategy for your marketing efforts on Facebook?
Dennis: The dollar a day strategy is the ultimate lightweight testing tool. We’ve seen big brands say, “We’ve got a huge budget, a dollar a day we never really get there.” You certainly want to test, don’t you? And the more money you have, the more tests you can run. A dollar a day in the United States will give you reach usually between 50 and 300 people per day. That means that you’re not going to reach your entire audience, but it gives you a window to be able to see for a very low budget what’s going to work. We know that 90% of the content you put out there is going to fail. Even us, even for like the Golden State Warriors, 90% of their content’s going to fail. Babe Ruth, 1% of the time, did he hit a home run, 8% of the time, the greatest slugger in the history of baseball?
Dennis: So, if you know that’s the case, and you know that testing is key, and a lot of people give lip service, “Oh, I need to AB test and split test and lift test. I’m always testing.” Well, are you doing that with your content? Are you putting out lots of little one-minute videos? Lots of articles. Now it’s about 15-second vertical videos in stories, the new format stories will eventually overtake the news feed at its current rate of growth. Can you imagine that? More volume there, that’s where consumers are spending the time not just because Facebook’s trying to kill Snapchat by using Instagram to copy those particular features. A dollar a day allows you to find out what actually is working in the middle and bottom of the funnel. In the middle of the funnel where you’re boosting posts and then at the bottom of the funnel you’re trying to see against really small audiences like people that have abandoned a particular landing page in a 24-hour window.
Dennis: That’s a small audience unless you’re a huge brand, maybe it is only a couple hundred people. You want to see what’s going to convert there, allows you to then take that next step. And if you put out a hundred pieces of content organized by your topic wheel over the last couple months or what have you, you’ll probably find 10 pieces of content that work well. Then you’ll put those 10 pieces of content into your greatest hits. Your greatest hits allow you to sequence the best three items for why, how, and what, your top, middle, and bottom of the funnel. You can test and fine tune with sandpaper to take the rough edges off of any one of these particular items to find more winners.
Dennis: So, imagine for your company you have Garrett Holmes’ Greatest Hits. He plays the guitar, let’s say. What are those best songs? Maybe he records a new song every couple days, maybe one of them will make it into his nine, his greatest hits at the top, middle, and bottom of the funnel. A dollar a day is a testing strategy. It is not about something magic about a dollar or necessarily about boosting posts.
Garrett: When looking at the different types of content that you can put out there on Facebook, what types of content have you seen perform the best? Organically and on the paid side or is it more about the quality of the content that you create?
Dennis: So, quality of the content is a loaded term because it’s subjective and it’s hard to measure. In the same way a lot of people say, “Oh we should put good content out there,” “Oh, thanks, Sherlock.” It’s just like Warren Buffett says, “The key to making a lot of money is you need to buy the stocks that are undervalued.” Yeah, but how do I do that? To be specific, you have to look at what your cost per is at different stages of the funnel. If I’m trying to drive awareness, I want to know what my cost per is for reach. If I’m driving engagement, I want to know my cost per for likes, comments, and shares. Driving leads, cost per lead, cost per chatbot, new message, cost per sale, ROAS.
Dennis: In general, if I’m trying to drive mid-funnel engagement content, which is where most content needs to be because we’re building relationships. There’s the first touch, there are all these middle touches, and then at the bottom I’m trying to sell. But most of your content’s going to be in the middle of the funnel, it’s going to be in vertical video because 80% of that Facebook traffic is on the phone and of that 80% to 90% of it is going to be sound off. If that’s the case, I need to make sure that people when they’re just standing in line when they’re at the gas station they have an extra minute and a half while they’re waiting for their car to fill up and they’re on their phone they’re scrolling through the news feed.
Dennis: They’re scrolling through the news feed in the context of seeing what their other friends are doing. So, your content needs to fit and be as social as those people. That means you got to create video and that video can’t open with a bumper. You have to have captions or some way where you’re using different tools where you have text that’s coming across and they can understand what’s going on. You can have things like the Apple Clips app, or Adobe Express, or other tools that are within Facebook Mobile Studio that are free. Facebook is building in video creation tools inside Ads Manager because they know the importance of video and people like us that aren’t necessarily professional video makers need to produce video. They will convert your static images into a video slideshow.
Dennis: They’re constantly pushing for video, maybe you don’t want to be on video, maybe you think you need to have a fancy camera, you don’t. You just need your iPhone, point it at you, or you point it at your customers, you interview other people, and you figure out how to be social. How do you tell stories instead of only talking about your product?
Garrett: So, on the topic of video, we’ve heard you talk a lot about the power of one-minute videos, could you kind of expand on the importance of one-minute videos in terms of your Facebook strategy and provide some tips for someone who’s looking to create their first one?
Dennis: The one-minute video is a way to get straight to the point to talk about one thing. Think about the power of having an elevator pitch, you have to get right to the point. A lot of people they’ll start by saying, “This is my name, and this is my company and I want to talk to you about this and that,” it’s actually much harder to produce a one-minute video than it is to talk for 30 minutes because you’ve got to have a point. We like to structure our one-minute video with three components in order to tell the story because you understand stories are what engage people. People don’t think of great content as content. When you see a great movie, Garrett, do you think about that two-hour movie, that was really great content? No, that was a great concert, that was Tom Cruise jumped off another building, Mission Impossible 15, or however many he’s going to make.
Dennis: Think about in a storyteller format you’re going to start with the hook and in the beginning of that one-minute video that might be 30 seconds to 45 seconds and you start with, “When I was 18 I dropped out of high school. I wanted to be a professional athlete and run for Nike.” That’s a hook, it’s interesting. I didn’t say, “Well, you know, I want to be a runner and I work really hard and I got good grades in school. I thought maybe I’d tell you about something.” No, you talk about a specific thing that happened in time. One time I was attacked by two pit bulls and I narrowly escaped with my life because I jumped over a fence as they were coming after me and one of them even bit me on the leg. I can see it in my mind that particular story that happened.
Dennis: I start with, “When I was,” you literally have to start with those three words, “When I was,” because then you jump straight into the story otherwise you lose them in the news feed. So, when I was this whole thing happened and there’s some kind of moment of vulnerability, of challenge, of fear, of something that you had to overcome where they can identify with you and because of that “I believe.” Part two, I believe that everyone should have a mentor and that education should bridge the real world with what you get with a college education. I believe that we should help 10 thousand businesses double in the next 5 years. I believe. What do you believe? What is your mission? Because of that story and how it impacted you emotionally, I believe that and that I believe statement can be two sentences, it only takes five seconds.
Dennis: And the last part is I am. I am Garrett Holmes and I work here at Digital Marketer producing amazing content. I am Jeff J. Hunter and I’m creating a million jobs in the Philippines for Filipino Digital Marketing Experts. I am Dennis Yu and I believe in creating a million jobs for young adults to become certified digital marketers because of working with folks like Digital Marketer and Social Media Examiner. What do you believe in? You can say that because of this story when I was, I believe, I am so I am the founder of Blitz Metrics. I am whatever your title is. You don’t have to go into this whole resume thing, you literally say it as one sentence. I am the CEO of Blitz Metrics and this is what I do. That’s it, those three parts. One-minute video, practice it over and over and over again, try different stories. It’s awkward at first, it’s hard to remember the different components, you have um’s and ah’s, your first version might take three minutes. Start to pull out the key parts.
Garrett: Facebook is always changing as we all know. Are there any current Facebook ad updates or changes on the horizon that marketers need to know about?
Dennis: Man, there are changes that happen every single day. If you’re an engineer then you know that on the API side they’re pulling away a lot of our targeting options because of Cambridge Analytica, because of privacy, because of all this PR stuff. That’s caused a lot of people, as we’ve talked about over the last few months, to freak out. What you really need to know is that Facebook is making ads dynamic and easier to create. This is different than product feeds that you’re uploading in the same way you have Google shopping feeds. I’m talking about dynamic creative ads. Dynamic creative means that you can inject different combinations of copy, and quantities, and dates, and images so that Facebook can start to do that optimization for you.
Dennis: Another megatrend, which you’ll see rolled out over the course of next year, is that Facebook is making things frictionless. That means the re-release of what used to be called Facebook Canvas and instant articles into instant experiences. That means any landing pages that you have on your website you can rebuild them inside Facebook using the templates that they have. That also means including forms that you can insert in there that work in a mobile experience that automatically populate with name, email, phone number, open survey fields that they can fill out. Friction also means making it so that people can purchase right away so inside WhatsApp or inside Facebook Messenger being able to summon that Uber, being able to pay that friend back $15.00 for having baby back ribs at Chili’s, all these different ways where you can live inside Facebook without having to leave.
Dennis: We were in Las Vegas yesterday staying at Caesar’s and I just realized I was there four days and I never left the casino because it was so big because they have restaurants, and speaking at the conference, and the buffet, and the shows like I never actually left the building to go outside and breathe the air. I think Facebook is kind of like that casino where they make it hard to leave because you don’t know where the exit … You ever been in a big casino? It’s kind of hard to figure out where the exit is. And if you know that’s how Facebook wants to play and that’s how Google wants to play because in the search result you can book flights now on Google. They’re making it easy, so you don’t have to go to Yelp to read the reviews or see the sports scores because they’re right there inside the search results.
Dennis: Google and Facebook are both trying to make things frictionless. If we know that’s the case and there are lots of little things along the way that are coming, what can we do, from a business standpoint, to make sure that we’re not caught off guard? That means we need lightweight content and little tidbits that we can feed inside the machine. The machine can then optimize for us. It means that we have to be able to repurpose any of our assets. Our best blog post, for example, let’s convert those to instant articles. I can use the word press plug and they do that instantly. Take my best landing pages, convert that. Take my payment platforms, maybe I’m selling through Infusionsoft, maybe I can use the direct stripe integration, maybe I can use the Shopify integrations where I can sell right there as collections inside Facebook.
Dennis: All the things that I can do to give an immediate user experience reduce the time that people wait so they don’t have to wait eight seconds. That’s the average amount of time it takes from when someone clicks on a Facebook ad to go to a website and everything loads, eight seconds. Are you going to wait eight seconds? Do you think Facebook thinks that’s a good thing? Are they going to prefer content that loads immediately because of instant experiences? Just like Google is preferring Google Accelerated Mobile Pages, Google AMP results, serve instantly. When you do a search on your phone you see that gray lightning bolt, that’s immediate, you click on that it loads immediately. It’s pre-cached.
Dennis: Facebook’s doing the same thing. That is good for us because us as marketers we’re able to make more money because we don’t drop out 60% of our traffic which is what happens now, 60% we see that. The average drop out of traffic from someone who clicks on an ad on Facebook to when the landing page view occurs is 60%, you’re losing 60% of those people. I’m not talking about a 60% bounce rate. I’m talking about 60% of the people never even getting to the landing page loading. That’s bad. I would fix that before I even work on trying to tune landing pages or better copy or better targeting. I’m just pissing away 60% of my money just like that. Certainly, Facebook is working on fixes for that which is why loading immediately is so key. That’s why this instant experience you see where they’re generating landing pages for you based on templates, that’s why they’re pushing that so hard.
Garrett: I want to throw a curve ball at you and jump over to Instagram for a second. So, with Instagram’s founders now out of the picture, what changes do you really anticipate for marketers on an Instagram as we move into 2019?
Dennis: I don’t know Kevin very well at Instagram, but I can tell you I know folks like Brian and Jan who founded WhatsApp. We used to be good friends, played Frisbee two or three times a week, and the general theme is that these founders believe in their particular product and they don’t really want to be a part of the Facebook monetization engine if you will. With these folks out of the picture, same thing with Oculus, same thing where Google kicked out the folks from Boston Dynamic, the robot dogs, the founders believe in the purity of the vision of their product. But Facebook, as a publicly traded company, wants to be able to make money so now with the founders out of the way they can integrate Facebook as a placement. So, Instagram, for most people who don’t know, is part of Facebook. It shares the same back-end in terms of tracking, in terms of targeting, in terms of the ad system.
Dennis: Yes, you can boost posts directly in Instagram but that’s eventually going to be rolled back over into Facebook where it’ll automatically go across all the other placements that are there on Facebook. It could be audience network, mobile news feed, desktop news feed, right-hand column, all these different placements that are there. From the first day of Instagram’s acquisition by Facebook, we looked at the code and we saw that Instagram was a placement not a separate network, but a placement is another place you can run ads. That was designed from the very beginning, so I expect as … And there’s nothing wrong with this. Whenever marketers come in they eventually ruin things for everybody else. Instagram was a cool place to hang out and then all of a sudden, they were ads. But the first ads were by Volkswagen, and Ben & Jerry’s and they were cool. Then pretty soon there were other ads from folks like us that weren’t as highly produced. And now Instagram is an automatic placement.
Dennis: When you run ads on Facebook, by default, they choose automatic placements which means going across everything, so the system can optimize for the lowest cost per objective that you have. So, expect Instagram to be more and more like Facebook. On the user side, it still has this reputation as a place to go be inspired. To be inspired by awesome photos and videos but the average age on Instagram is going up. It’s not just 20 something’s anymore. Facebook was the same thing 10 years ago. There’s going to be, in a few years, something else where kids are spending their time that’s cool before the parents get there. That’s sort of like the knock of death is when your parents are there and now you need to go to the other place, it’s not cool anymore. Guess what? Facebook’s going to buy them. They’ve got the money to do that and they’ll ride that for a few more years until it becomes uncool, but it’ll be absorbed into the overall platform. They’ll keep buying other things.
Dennis: So, everyone understands Budweiser, AB InBev, which is a Dutch company and a lot of people want to drink their microbrews. So, what does Budweiser do? There are some people that want to drink Bud and Bud Light … I don’t drink at all, it’s funny that I’m giving an alcohol analogy. Then there are these microbrews that are really cool, Blue Moon or whatever, actually, it’s not a microbrew but that’s Budweiser. It’s owned by Budweiser just look on the side of the can, you’ll see who actually owns it. That makes sense too when you think Frito-Lay. Frito-Lay has lots of different brands of chips, Sun chips, and Fritos, and Cheetos which are my favorite, and Tostitos, and Doritos, Lays there are all these different brands of chips but it’s Frito-Lay. So, Frito-Lay’s not cool but maybe you really like the habanero Cheetos whatever kind, that’s a really hard one to get and in the vending machines you won’t find it.
Dennis: So, you get these little communities that really like this particular kind of thing, and that’s true in social networks. We have to distinguish between what’s the user experience versus us as marketers on the back end. How do we leverage the fact that there’s a conglomerate? Like Procter & Gamble has Tide and Duracell and Old Spice, all these different brands and that’s the way I think about Facebook is managing themselves as a house of brands and we as marketers trying to drive sales are tapping into that underlying infrastructure of data and users.
Garrett: So, with the way that Instagram has prioritized stories and with users actually opting to go into stories more often than the standard feed, do you foresee this as a change that’s coming to Facebook? Or do you think this is independent or do you think this is something that only exists on Instagram?
Dennis: My guess is that Facebook hasn’t decided what they’re going to do here. Let me explain why. A lot of the changes that occurred on Instagram … You’ll never hear Facebook admit to this because there’d be lawsuits, have been because they were not able to acquire Snapchat. So, what did they do? They copied stories, they copied a lot of lenses and filters because they knew that Snapchat was the fastest way to be able to share visual content because you just open up, you snap that picture, you take that quick video and it expires right away which is the whole idea of stories. Fifteen-second sort of expiring now it automatically saves to your archives so it goes back to like the kinds of things that we want but Facebook has discovered something that Snapchat didn’t know. So, think about how Skype was 10 years ago. How is that different than sort of like a crappier version of Snapchat? You can share video, and audio, and experiences, and text, and whatever it might be, you can draw on pictures, and have these different camera effects.
Dennis: That is where people spend a lot of time engaging, sending messages between each other as user to user like ICQ if you remember back in the day, with these different chat tools. There’s no monetization. People are spending a lot of time in there, but Snapchat has discovered it’s very hard to monetize with ads that are inside person to person communication. The feed is where Facebook makes all the money in the same way that Google’s keyword search results are where they make all the money and not so much on Display Network or YouTube. And so, because Instagram stories is growing so fast to the point where maybe within a year it could surpass the regular feed and the same is true on Facebook where stories are growing so fast, they could replace the feed. Do you want to give users what they want which is that user to user experience of sharing messages that don’t make any money? Or do you allow a feed where you can insert messages there?
Dennis: The reason why Snapchat can’t make any money and they’re losing users is they’re not able to monetize the very thing that made them cool. So, in order for Snapchat to survive, they have to become more like Facebook. In order for Facebook to be able to keep growing their traffic, they have to do things that don’t make money. And Zuckerberg admitted that in the last earning’s call that they don’t see a clear path to being able to monetize stories, but they need to do it to keep the users.
Garrett: So, going broad a little bit here, what do you think the biggest mistake entrepreneurs and small business owners are making with their Facebook marketing?
Dennis: The number one mistake small business owners are making is they are not creating one-minute videos. They are afraid of the camera, they don’t like how they sound. I don’t even want to be in front of the camera, heck, I’m sitting in front of this thing in front of the camera I’d rather be over there eating food. And all the different reasons which you and I know are bogus, cop-out reasons, “I don’t have a LUMIX camera and a Sennheiser Avx microphone setup. I don’t have a professional videographer. I don’t have time. My website’s not ready,” all those different excuses. If you want to sell, you need to develop personal relationships and your essence of who you are as an entrepreneur, as a store owner, as an agency freelancer, author, speaker, coach, whoever you are that needs to come across and they need to be able to look you in the eyes and see what you stand for and see you at moments where you don’t have your hair all that good. That’s how people connect with you.
Dennis: The most honest kinds of videos that I have made where I’m super jet-lagged, I’ve slept only a couple of hours are the ones that have driven us the most sales because people can see that it’s being real. I’m not Gary Vaynerchuk. I’m in the Uber trying to take a selfie of myself talking about I’m hustling all the time, I’m not talking about that. I’m not talking about trying to be Tony Robbins and I’m the keynote speaker speaking in front of thousands of people, no, you’re just connecting. Here’s the way I think about it to overcome that block. You know, let’s say that you’re a doctor and if you get people into your office or lawyer whatever, and you’re able to sell them at some point you have to talk to somebody and convince them to give you money, don’t you? And you know that you can close them, you know that if you can get them on the phone, you know that if you can get them to sit down with you, you can …
Dennis: What’s your close rate, 70%, 80%? That’s what people tell me if you can get them on the phone. Why wouldn’t you, instead of looking inside that scary lens where it kind of stares back at you and says, “Aha, you’re an idiot,” imagine that’s a person and that’s someone that wants to learn from you or it’s a good friend. You’re not trying to sell in to the camera, you’re talking to Garrett Holmes and you’re explaining friend to friend how something works. You’re sharing your knowledge, you’re telling a story about something that happened, “Oh, when I was at the airport yesterday, my flight got delayed and here’s something,” whatever that happened. That’s how you need to think about it to overcome that videophobia. What is it? Agoraphobia is like fear of heights. There must be like videophobia, like not being willing to make their one minute video.
Garrett: Definitely. So, rounding this all out, I want to go back to when we sat down and talked together on the Digital Marketer podcast, you said something that really stuck out and it was that we shouldn’t work against the algorithm, but we should work with it and let Facebook do the heavy lifting for us. Can you kind of dive into that and kind of explain what you mean by that?
Dennis: The machines are getting smarter. They can beat us at chess and even at Warcraft. It used to be that you could fool the machine because it wasn’t very smart, it’s like the robot dog that you just kick because it’s not very smart. It falls down and you laugh at it. Then a couple of years later it comes back and it’s so smart that it’s like one of those sci-fi movies where the robots take over. There is an element of Minority Report, Brave New World, Skynet, 1984, whatever you want to call it, where the machines are getting smarter. You know Facebook couldn’t operate without the AI. What determines what shows up in your news feed is driven by that AI where that AI is pre-loading content. Did you know that? There are 10 things that you can see for example and then there’s another 10 that while you are scrolling it is loading and Facebook is predicting what you’re more likely to click on.
Dennis: When Facebook first started with their ad system, we could trick it. For example, we would load up ads that we had bid really high, like $5.00 a click, and then three seconds later we would put that bid down or a second later we’d put the bid down to a penny. Then the auction, because it would price you every minute, would notice it was a penny and then give us a credit back so we got a million dollars of Facebook ad traffic at penny clicks because we knew how their algorithm worked. Or for example, what used to work was … I’m telling you all the things that don’t work anymore. There’s a lot of things that still do work, I’m not going to tell you. But for example, you could take an ad and you could duplicate it a thousand times and because the system would give it about two thousand impressions to determine whether it was good or not, because even a new ad it’s got to stick into the auction, see what the CTR is, see what the negative feedback is.
Dennis: You could get tons and tons of traffic by just duplicating an ad over and over again. Of course, the system doesn’t do that, the system’s too smart for that now on Facebook. On Twitter, you still can. Their system isn’t smart enough. It’s been years, we told their team, they still haven’t fixed this loophole. It’s the same thing with Google. I used to run analytics at Yahoo! and people would try to trick us by gaining the search engine results by doing cloaking, or hiding the text, or jamming keywords, all the different things to try to trick the engine by giving a bad user experience but just sort of sneaking around and giving the engine what it wants. On Facebook, you can’t do that anymore because the system is using user feedback to determine whether your content’s legit or not. So, things like click baits, you won’t believe what happens next, 13 ways on how to whatever, they see through that kind of stuff now.
Dennis: We see a lot of people get their ads disapproved because the ad might look okay and the landing page might be okay and actually fit within the terms of service but then their spider goes and clicks to the next links or clicks to the homepage or clicks to another sub-domain and then shuts down your ad account for doing something where you’re making promises or have before and after pictures or you have this website or page that’s talking about the benefits of weed but you’re actually selling weed and then you sell it through another sequence. They’re getting smart about that kind of stuff. The reason why I say let the algorithm do the work for you is it’s so smart I would rather just take what’s inside my topic [inaudible 00:34:25] rather organize my content properly here in the topic wheel, feed those items into Facebook with the right objectives that are set up and allow the system to create dynamic ads. If I actually choose my business objective, not clicks, don’t choose clicks because then they don’t convert then you have people that are called clicky users.
Dennis: But I say I want conversions and I’m willing to pay this much per conversion or I want to optimize to ROAS, I want a 550% ROAS, or I’m using Facebook by uploading my custom audience of my best purchasers and now I’m creating lookalike audiences. I can do value-based lookalike audiences. Maybe I’m a sass company and I want to increase the number of premium paying users that are spending the most money to buy virtual credits. Facebook now does that optimization. I can actually put in my true cost per result, my true value per lead and they will optimize that if you trust Facebook. I trust Facebook on that side. I don’t trust Facebook as much with like having a Facebook camera or a microphone in my living room listening all the time. I’d probably trust Amazon more for that. I’d sort of trust Google with that, but I trust Facebook on the optimization side on how they do ad optimization.
Garrett: Awesome. Well, thank you so much for answering all these questions, Dennis. Last thing, where can people find out more about you and what you’ve got going on?
Dennis: If you want to find out more about me, connect with me on LinkedIn. I’m at five thousand friends on Facebook so I can’t accept any more friend requests unless I delete people. Get me on LinkedIn, happy to connect, answer questions, hang out.
As I’’ m composing this, Pokémon GO is being downloaded in the UK faster than you can state ““ Bob ’ s your uncle. ” Chances are respectable that by the time you begin reading this, your street is taking pleasure in a boost in foot traffic. Not since it’’ s summer season,’however since there ’ s something bringing individuals( and their cellular phone )together, and tempting them all out into the streets.
Not sure what I ’ m speaking about? Have a look out of your front window or down the alley. Notification a lot of individuals gathered together taking a look at their phones? How about over by the old church or beside the statues in the centre of town?
Ah, yes. Now you see them. Those packs of individuals leaning on the wall by the town’’ s ashen war memorial, taking a look at their mobile phone and talking animatedly.
Those individuals represent the most significant chance for your hotel organisation this summertime. Take a great appearance at them.
They’’ re most likely at a pokégym or a pokéstop. And if you put on’’ t understand what that implies, wear ’ t concern, I ’ m here todescribe.
Rather than simply crossing out Pokémon GO as some trend for teens who believe mingling is taking selfies on Snapchat, focus. I am going to stroll you through the essentials of Pokémon GO as it connects to your hotel, and after that I’’ ll provide you a couple methods to straight capitalise on its skyrocketing appeal.
.What is Pokémon GO?
Pokémon GO is a free-to-play video game readily available through a mobile app that leverages GPS and AR (enhanced truth). The video game is being launched in phases by video gaming magnate Nintendo and is being established by the Google-backed joint endeavor Niantic.
This modern-day take on the timeless RPG (function playing video game) Pokémon is called Pokémon GO. It makes use of Google’’ s GPS, bringing the video gaming world and reality together through AR. This makes it remarkably distinct. Adding to the buzz is the truth that the typical individual can access this AR experience complimentary of charge. What’’ s more, is that it ’ s based upon a relatable set of characters recharged from the classic youth of the Millennial population.
The entrance to everything is the app. Through it, Pokémon fitness instructors (gamers) are combined and dispatched to uncover their home towns and to check out brand-new locations on their missions to essentially ““ catch ” Pokémon( magical animation animals).
Pokémon GO might have simply been launched in the UK and in Italy mid-July, however it’’ s been offered in Germany, the USA, Australia, and New Zealand for a week now.
That’’ s. Simply one week. And the effect it’’ s had on regional companies, especially in the hospitality and travel sector, is motivating.
First of all, the video game focuses on the objective of gathering all of the Pokémon by ““ capturing ‘ em all.”
Because it ’ s an AR principle, gamers need to utilize the app to see where Pokemon are concealing in daily life. Pokémon are now discovered around numerous pre-existing POIs (sights). You understand, like historic monoliths, museums, public artworks, and so forth.
These locations are referred to as PokéStops.
.What are PokéStops and PokéGyms anyhow?
Here gamers can gather in-game goodies like ““ sweet ” to make their Pokémon more powerful. The stops have actually been pre-determined through Ingress, another AR video game by the very same advancement group. Numerous stops are substantial cultural POIs, there’’ s likewise a host of public structures, coffee shops, bars, and even houses that are PokéStops.
And your hotel may be one too. If so, you’’ re resting on a tiny goldmine.
One such place reported that it’’ s seen a considerable boost in foot traffic because the video game launched which beverage sales are up by 30 percent.
If your accommodations are a stop, you’’ ll understand. There will be individuals coming over in droves quickly enough.
In addition to stops, there are PokéGyms. These are locations where players can train their Pokémon and make them strong and ““ fight prepared. ” They can contend in friendly competitors with other fitness instructors (gamers) of the exact same group (there are 3 groups around the world) or can take part in ““ fights to the death” ” with opposing forces.
Either method, Pokémon GO and PokéGyms supply a substantial organisation chance to you.
.How do I get my hotel in on the Pokémon Go action? main video game trailer .
After you’’ ve got a much better concept of what the buzz has to do with, attempt the following around your hotel.
.Let residents Know with a Sandwich Board and timeless marketing.
Sometimes the easiest method to marketing and advertising is the very best.
Although this video game is readily available from all over from Down Under to America to Europe—– with strategies to release in Asia quickly—– it’’ s still extremely regional.
It’’ s motivating individuals to leave their houses (and workplaces) and into the streets of their neighborhoods to uncover cultural possessions, where consequently, they might discover Pokémon.
In the United States, we’’ ve currently seen museums that had actually been having a hard time to make it through delight in rises in visitors and foot traffic since they occur to be stops.
Let passers-by understand if you’’ re a health club or a stop. Deal deals to video game gamers to motivate them to check out if you ’ re not.
On your mission to ““ catch ‘ em all ”? Drop in for a drink in our hotel bar and take pleasure in a Pokémon fitness instructor special discount rate.
You can attempt other messages too. This video game is used smart devices and most likely, uses up a significant quantity of battery power. Motivate gamers to charge at your hotel with a message like this:
En path to the next PokéStop and your battery’’ s ready to pass away? We ’ ve got charging cable televisions for (go into phone types here). Begin in and obtain one for a while.
Phone battery chargers have actually never ever been more inexpensive, so I recommend you stockpile on numerous significant ranges.
.Got trivago Hotel Manger PRO? Utilize it to let individuals understand if you’’ ve got Pokémon around.
Log in to your trivago Hotel Manager account and upgrade your Hotel News to let possible tourists understand if you’’ re a Pokéstop or PokéGym.
If you’’ re not, there ’ s something else you can do to ““ lure ” visitors and Pokémon to your lodgings. The Pokémon GO video game is totally free to play, there are a couple things that can be acquired. Among these things is called a Lure Module.
I extremely advise that you do this for your service. And inform individuals about it. Each Lure Module expenses about US$ 1 (75¢¢-RRB- and provides you 30 minutes of Pokémon drawing. Purchase numerous and set one every hour on the hour throughout of your opening hours.
You can acquire a whole weekend’’ s worth of Lure Modules for less than US$ 24 (££ 18 )daily, and market it to weekend trippers by means of your trivago hotel profile.
If you do go this path, attempt a message like this on your Hotel News function:
We’’ ve heard there ’ s Pokémon around here, so we’’ ve got our Lure Module set continuously.
You understand the dining establishment I pointed out previously, the one that saw drink sales boost by 30 percent? They invested US$ 10 (££ 7.50) on Lure Modules to motivate that additional organisation.
So, are you out to ““ catch ‘ em all ” when it concerns transforming gamers into customers? Let us understand in the remarks listed below or on Twitter @trivagoHM_uk
.About the author:.
Jamie Patterson.Jamie thinks that playing host to visitors from everywhere improves the soul. When it suggests having a complete hotel, particularly. Born to entrepreneurial moms and dads, she’’ s enthusiastic about service development. With a years of digital and standard marketing work behind her, she’’ s signed up with trivago to debunk metasearch and hotel marketing for you. One post at a time.
Can you trace 16 percent of your income to one source?
The digital marketing world is taking advantage of one kind of promo that represents 16 percent of all online costs.
That promo is: Affiliate marketing.
If you’’ re not focused on the advantages of affiliate marketing, you’’ re losing out of what’’ s anticipated to be a $ 6.8 billion market by 2020.
Starting an ecommerce organisation and creating sales is a lot more than pressing an item into somebody ’ s inbox or Facebook feed. Developing a faithful client base is crucial to eCommerce success as it costs 6 to 7 times more to get a brand-new consumer than to benefit from a previous purchaser.
. What is affiliate marketing?
Affiliate marketing is the procedure of partnering with an prominent blog writer , service, or brand name that promotes your items.
Those sites, likewise called affiliates, earn money when among the visitors they send out to your website purchases or finishes an action. Affiliate marketing is rapidly taking control of ecommerce marketing prepares as one of the most reliable methods to acquire profits.
While affiliate marketing might be growing in appeal, having affiliates and having reliable affiliates are 2 completely various things.
Invest the time to construct genuine relationships with your partners, and utilize these suggestions to drive affiliate marketing success for your ecommerce shop.
.Affiliate marketing ideas for eCommerce shops.1. Usage developed affiliate programs.
By running your own affiliate program, you restrict yourself to affiliates who currently understand your brand name. Running your own program likewise suggests you have the setup and overhead expenses of handling affiliates.
Partnering with efficient affiliate platforms, nevertheless, presents you to a core of affiliate sites who otherwise wouldn’’ t have actually been presented to your items. Those affiliates can discover you naturally on an affiliate platform, link your items to their audience, and increase your earnings.
.2. Style banners in several sizes.
Even the very best of affiliates can end up being regular in their advertising efforts. For this factor, you need to take it upon yourself to produce banner advertisements in several sizes and styles.
An affiliate might be utilized to running 300-pixel-by-250-pixel advertisements, however if all you use are 728-pixel-by-90 pixel leaderboards, the affiliate might avoid over your item entirely.
Offer a large range of imaginative product to draw in the most prominent affiliates. Various styles will likewise avoid banner loss of sight and enable affiliates to select the design and color pattern that works finest for their requirements.
.3. Deal a competitive commission.
Most affiliates want to deal with a flat charge or tiered commission technique if it’’ s worth their while. If you set your commission rates too low, affiliates will examine your program, presuming the payment won’’ t deserve their time.
Your commission rates will be extremely associated with the ecommerce vertical you remain in, so make certain to have a look at your rival’’ s rates. The typical affiliate marketing rate is in between 5 and 30 percent . If you can grow your commission to 20 percent, you’’ ll bring in the greatest affiliates, however if you’’ re trying to find a great beginning point, opt for 8 to 12 percent.
.4. Construct collaborations with affiliates.
Don’’ t believe that delving into a credible affiliate program looks after your tactical marketing strategy. You require to keep the lines of interaction open and support your affiliates in any method possible.
Consider sending them sample items, use rewards beyond the base commission, and offer fresh innovative product occasionally. PayLoadz reports the 3 crucial elements affiliates think about:
.Commission —– 19 percent.Merchant credibility —– 13 percent.Significance of the item to what they promote —– 11 percent.5. Screen for scams.
Be conscious of where your affiliates are putting your links and if the traffic you get originates from genuine individuals. Try to find indication like:
.Conversion rates are too low: Your advertisements are positioned amongst numerous others, developing advertisement loss of sight.Conversion rates are too expensive. Examine to see if affiliates are utilizing your links frequently to increase their commission.6. Deal affiliate standards.
Without appropriate assistance, affiliates might start to promote your items in a manner that doesn’’ t line up with your brand name. To avoid these circumstances, offer standards of how your affiliates can utilize your logo design and branding.
If needed, ask to authorize the post prior to it’’ s released. Utilize an online tool that stays up to date with your brand name points out and your affiliate’’ s work.
. Reference: Monitors news websites, affiliate blog sites , and social networks for particular brand name points out.Google Alert: Receive an e-mail alert when a brand-new website, post, or research study is total on your fixed keywords.7. Seal the deal.
Affiliates will get the traffic to your website, however you require to be prepared to make the conversion. No matter how visitors come to your ecommerce website, it’’ s your task to guarantee they buy prior to they leave.
The leading reasons that individuals wear’’ t buy on an ecommerce website consist of:
.Purchasing procedure isn’’ t simple.Complex checkout procedure.Overpriced products.Concealed charges.
The more sales you make and greater earnings-per-click, the more determined your affiliates will be to promote your items.
.8. Effective mobile website.
With online consumers utilizing their phone or tablet more than ever to find brand-new brand names, take in material, and check out evaluations, your mobile website requires to be all set to manage traffic. OuterBox exposes simply how popular mobile usage has actually ended up being.
.Ecommerce profits comprises 10 percent of all retail earnings.Sixty-two percent of smart device users have actually made an online purchase with their mobile phone in the last 6 months.One-third of all ecommerce purchases throughout the 2015 holiday were made on a mobile phone.Eighty percent of consumers utilized a smart phone within a physical shop to either search for item evaluations, compare costs, or discover alternative shop areas.9. Concentrate on high AOV items.
Focus on the items that generate the greatest AOV and make your affiliates knowledgeable about those items. To increase your AOV, utilize these pointers:
.Deal a novice purchaser discount rate: Encourage your brand-new clients to make their very first purchase by providing a 20 percent discount rate when they supply their e-mail address..Free shipping limit (all orders more than $100 ship complimentary): A retail research study reveals 90 percent of online buyers state complimentary shipping is the top reward to get them to buy.Minimum invest discount rate: Incentivize buyers with a discount rate scale. Get $15 off when you invest $75, get 20% off when you invest $50, or get 30% off when you invest $100 or more.10. Discover influencers.
Don’’ t simply count on affiliate marketing platforms to discover influencers. Do your own due diligence to discover the influencers in your specific niche and welcome them to partner with you as an affiliate.
One of the most basic (and most inexpensive) methods to discover influencers is to look for blog writers and sites whose audience falls in line with your target audience.
Use Google to look for what you would consider your target market, then sort through the outcomes for possible influencers. Tools like Buzzsumo can likewise examine what pieces of material are carrying out finest for any subject.
Affiliate marketing can end up being an essential source of online profits for your eCommerce organisation. In 2019, individuals are anticipated to invest approximately 170.6 minutes every day online and affiliate marketing can get those clients and press them to your site.
As more buyers turn to the online world, you require the assistance of affiliates to put your brand name front and.
About the Author.Adam Enfroy is the Affiliate Partnerships Manager at BigCommerce. He is enthusiastic about leveraging the best tactical collaborations and software application to scale digital development. Adam resides in Austin, Texas and blogs about affiliate marketing at adamenfroy.com .
Over the last three months, I’ve jumped into learning the in’s and out’s of Facebook ads to help grow the email list for our job board. Thankfully I had some key Facebook experts from the community help along the way but that didn’t prevent me from making some mistakes. Today I’m sharing 5 big mistakes and one very important lesson I learned along the way.
Why you need to customize your ads dashboard
Steps to creating a hyper targeted audience
Facebook is way better at spending your money than you are
Welcome to “The eCommerceFuel Podcast,” the show dedicated to helping seven-figure-plus store owners build incredible businesses and amazing lives. I’m your host, Andrew Youderian.
Thanks so much for listening. Good to have you with me. And on the show today, we’re gonna be talking about the five big mistakes and lessons I learned jumping into the deep end of the Facebook advertising pool. A lot of you listening I’m sure are running Facebook ads. It’s one of, you know, the biggest traffic channels out there right now.
I have never really meaningfully, you know, gone deep on this channel. I’m much more traditionally of an organic guy, an SEO guy, content marketing guy, email marketing, that kind of stuff.
The last two, three months I’ve really jumped into Facebook ads to learn them to grow the email list for our job board, to really build up the list of job seekers, and learned a lot, and made some pretty good mistakes along the way. So, I had a couple of people much smarter than me who I’ll mention later, dive in, give me some feedback, and I wanna report back on some of the things I learned, and changes I’ll be making.
So, if you’re brand new to Facebook ads, this will be particularly helpful. And hopefully, if you run a few ads, you’ll grab at least one or two lessons from the blunders I made as well that can help you optimize and increase your return on ad spend.
Quickly, before we jump in to the episode though, I wanna give a big thank you to our two sponsors. First, Klaviyo, who makes email marketing automation incredibly easy and powerful. It’s not too late to catch their September 13th and 14th event in Boston. They’ve got reps from Shopify-Plus, Google, Send Grid, and more to help you grow your business faster with email.
You can learn more and sign up for the event at ecommercefuel.com/boston-event, and you can use the coupon code “eCommerceFuel” to get a discount off your ticket.
And secondly, thank you to Liquid Web, the absolute best place online to host your WooCommerce store if uptime and speed are important to you. One cool thing with Liquid Web, they’ve got a partnership with Glue.io, a very interesting analytics company out of Charlotte, North Carolina. Bill D’Alessandro, a good friend of the show, a good friend of mine, put them on my radar recently.
And they can give you some cool metrics partnered up with your Woo store on Liquid Web. Instead of looking at numbers like, you know, just looking at data and going back to normal life, you get actual data, like you can understand which products are making you the most money versus, you know, just the top line revenue, calculating lifetime value of your customers, even recommending what products to potentially bundle together.
A cool little…just one of the many integrations and partnerships Liquid Web has to help you make your WooCommerce store more effective.
All right, let’s go ahead and get into today’s episode. So, before jumping in two big thanks are in order. First, thank you to Mike Jackness, who sat me down as a total Facebook noob and walk me through some high level strategy things, gave me some pointers on how to get campaign started and get it going. So, Mike, thank you.
And secondly, to Miracle Wanzo, our resident Facebook expert in the eCommerceFuel forums. Took a look at, was kind enough to offer to look at my campaigns after I’ve been running them for a little while, and who largely a lot of this episode, these mistakes, are based off. She ripped my campaigns apart in the best possible way, and I learned a ton from her. So, I thank you to both you guys. I really appreciate your help.
Yeah, you’re just, you know, you’re a lot smarter than me at this, and have been willing to share some of the wisdom, so thank you.
Don’t Break Up Social Proof
So, mistake number one that I made as a Facebook newbie was using the same ad across all of my campaigns. So, I had a lot of different campaigns that were focused on different audiences, or focused on different delivery platforms, things like that. And I went through, and to try to minimize the number of variables, I kept the same ad copy, the same picture for the most part, and recreated that across, you know, half a dozen different campaigns.
And the problem with that, I was told, and I quickly learned, was that if you do that, you break up all of the social proof from that one ad. So, if you have engagements, or comments, or likes, and you reuse the same ad across your different campaigns that you’re running, you know, that social proof compounds and it can be used across all of them.
If you create a brand new version of the same ad every time, you lose all of that. So, that was a big mistake I made. Going forward, I’m not gonna split the social proof, I’ll keep it all in one. So, use the same ad across all of your campaigns.
Rely on Facebook To Budget Your Ads
Mistake number two that I made was I used campaign level budgeting versus ad level budgeting. And I tried to run the placements, tried to test the placements myself. So, on a bunch of my campaigns I created an ad for that was, the same ad that was targeting Instagram, that was targeting Messenger, that was targeting the desktop feed, etc., etc. And I was trying to optimize delivery myself, and I was also setting the ad level, excuse me, the spending level at the ad level itself on the individual ad.
And what I learned was that Facebook’s way better than I am at optimizing the stuff, surprise, surprise, right? Like, if you have something called campaign level budgeting, I’m not sure this is available on all accounts but I think it depends on a couple of things. But you have it, you can set the campaign, what you wanna spend at the high level on your campaign and Facebook will distribute it in the smartest way possible across your different ad sets in the way that’s gonna maximize your results.
So, they’ll look at how they’re performing, they’ll also look at some of their, I’m guessing some of the AI data, not AI data, machine learning data, understanding what performs best may be at better times. I’m not sure what goes into their magic sauce, of course. You tend to get better results, it sounds like, if you use the campaign level budgeting versus the ad level, and let Facebook distribute your ads in a way that makes sense versus trying to manually do that. So, that was the second thing I did.
Don’t Sound Like a Direct Response Ad
The third mistake that I made was not thinking about running ads on Facebook correctly. I was thinking about running ads like you would with Google Ad Words. A lot of my ads were things like, you know, “Hey, do you hate your job? Click here to learn about some incredible ecommerce opportunities.” There are very direct marketing response ads. “Do you have a problem? Come here.”
And that’s not really a bad solution, but Facebook is, you know, it’s not a search-based network, it is a browsing-based networking, and you’re interrupting people’s flows.
And so when Miracle jumped in and looked at my dashboard, one of the first thing she saw was my CPM, which stands for cost for a million, not a million, it would cost me for 1,000 impressions, was really high. I think they were like $30-plus, which, apparently, is pretty high in the Facebook world. And it became apparent, when she looked at my ad copy, what the problem was.
And I wasn’t thinking about trying to create a Facebook ad or some kind of post that engaged with people, they were static images, they were calls to action. They weren’t, you know, they weren’t getting any engagement.
And in Facebook’s algorithm, the more engagement that you get, the more comments, the more likes, the more people are interested in what you have, the cheaper it’s gonna be to show that to everyone in their feed. Effectively, your cost, you know, your CPM is gonna go down. And so that’s something that we’re, definitely gonna be going forward, changing our approach there.
And to be honest, that was something that I think it’s still something that’s a little bit of an art to try to, like any advertising, but trying to write an engaging ad that gets people to draw in to your content but also leads them down the path to convert, or potentially just be able to pixel them and retarget them later. I’ve got a lot to learn there, there are a lot of smarter people than me that you can learn from, from that.
But that was my mistake, was trying to…more of the direct response, short form, search query based ads versus the ads that are intended to engage, hook people in, and then you can follow up with them later.
Customize Your Dashboard
Number four, the fourth mistake I made was not customizing my dashboard. I was using the stock dashboard, which had a lot of, you know, just not that helpful information, shockingly.
It didn’t have metrics like click through rates, CPMs, CPCs, stands for cost-per-click, the frequency, which is the average number of times people are seeing your ad, a number of link clicks, a bunch of other metrics that just once Miracle got in there and showed me, you know, “Hey, you really need to customize this dashboard to be more useful,” I quickly saw the benefit.
And it gave so much more insight into which ads were working well and the cost-per-ad stats, and things like that.
So, you can go to, it’s pretty easy, but if you don’t know, in your Ad Manager, on the columns dropdown, go to “customize columns,” you can save your own column layout to give you way more information.
So, mistake number four I made, and that you shouldn’t make, if you haven’t done this yet, go and customize your reporting dashboard. You’ll get way better results and way better insights into your ad sets.
Don’t Write Off Audiences Without Performance Metrics
The fifth mistake I made was writing off entire audiences or demographics without a long history of seeing them perform. So, there was a couple of different audiences that weren’t performing very well and combined with an ad, kind of a targeting for an ad or certain messaging, and after a couple of weeks wasn’t performing well, and I just decided, “Hey, this isn’t gonna work anymore. I’m gonna iterate and I’m gonna move on.”
And some great advice I got was you don’t always know, unless you see a certain audience underperform multiple times, don’t just assume it’s terrible.
Obviously, you know, you’ve got to temper this a little bit. You don’t wanna just, you know…You can waste a lot of money trying to get more squeeze out of a dry lemon, but I think I was a little quick to write off audiences. Maybe, perhaps, you know, there was something going on with that demographic that week that I wasn’t aware of. Or maybe it was just a bad delivery time. Or maybe my certain ad copy didn’t resonate perfectly with them.
So, I was writing off, the advice I got was make sure you see multiple instances of where an audience is significantly underperforming before you completely write them off.
Not to say you can’t allocate a little more budget to audiences that start to perform better, but don’t completely write them off just because they underperform once. Make sure you see it multiple times.
Think About Behavior When Creating Audiences
So, I know I said five, but the sixth one that I had here, it wasn’t really a mistake I made, but more of a lesson. And that was I was thinking about Facebook and targeting very much from using my pixel, the insights that I had from my audience, and also some kind of some interest or demographic data that Facebook had.
So, maybe I created my custom audiences that included people who had visited my website, have visited the job boards, and people who also were maybe let’s say interested in ecommerce and in a certain range of, you know, certain age range, say like 20-65, something like that.
And an audience I wasn’t really thinking of was creating behavior on audiences based on very specific actions on my website. So yeah, visitors, but even more so, thinking about people who maybe take very micro actions. Maybe sign up for a job, or maybe they have come through and visited five ads in the digital marketing space.
And granted, these audiences are gonna take a lot longer to build up, but they’re huge assets. If you can build one of these audiences up over let’s say, you know, a six-month period, you can create a hyper targeted audience that Facebook probably isn’t gonna give you the demographics for, and that you can use to create some really powerful look-like audiences to hyper-target other people on a macro scale that is gonna be a massive competitive advantage.
So, I wasn’t thinking about that long game as much in terms of building up those audiences. Also for retargeting too, if you wanna be able to do that, to retarget those people back. That’s the more obvious. But the hyper-targeting on a micro audience side I thought was interesting. So, if you’re thinking about it like I was in more of a narrow fashion, just, you know, visitors to your website, or, you know, using Facebook’s demographic information, think that third option.
Think, what are some of the really hyper, super specific actions that people are taking on your website in terms of the content they look at, what they’re engaging with, that you’re not gonna build a huge audience, but maybe over time you can build up a really big list that can help you create some incredibly specific look-like audiences at scale.
So, those are my six mistakes, just again, real quickly in summary. Use the same ad across all of your campaigns, one. Use campaign level budgeting instead of trying to set it at the ad level and outsmart Facebook. You’re probably not smarter than Facebook’s placement algorithm. Number three, make sure you’re writing ads with a high focus towards engagement not just direct response marketing.
Number four, customize your dashboard. Number five, don’t write off certain audiences or demographics unless you see them underperform at least multiple times. And six, think about some of the very focused audiences you can create based around very specific actions, even if they take a long time to build up.
So, again, think you, Mike, thank you, Miracle. I really appreciated you guys’ help as I’m pushing away from the dock here as a total noob in the Facebook world. But I hope it was helpful to you, definitely will be changing the way that I do a lot of things in ad manager.
Andrew’s Solo Lightning Round!
And before wrapping things up here, I’m gonna do something that is maybe a little self-indulgent but it’s, you know, what the heck? I’m gonna do it anyway. Feel free to drop off if I bore you. But I’m gonna run myself through the new lightning round that I’ve been asking guests about recently.
So, what’s something I’ve changed my mind about recently? I would say, I read a book these last probably three months. I imagine a lot of people probably have this, called, “How to Change Your Mind,” by Michael Pollan, talking all about psychedelics, things like LSD, this whole category of drugs. And for a, you know, pre-book, I would have thought, you know, I would have lumped all those psychedelics in the same category as things like heroin and cocaine and methamphetamine.
And not to say I’m ready to go out and, you know, munch magic mushrooms, but it was an interesting perspective shift on some of the potentially, you know, the ways that those can be used for treating mental health that I thought were interesting. So, that would be something I changed my mind about.
What are you currently spending too much money on? I would probably say my VW van. It is a money pit, and it just consumes massive amounts of money.
What’s something you’re not spending enough money on? I’d probably see jeans. Up until two weeks ago, I only had one pair of jeans that did not have holes in them, and I hadn’t bought new jeans in probably at least two years. Finally remedied that because it was getting difficult to go out in public. But yeah, probably jeans. Need to spend more money on jeans and clothes in general.
What’s one of the top three items on your bucket list? Something you wanna do before you die. I would love to either drive or ride a horse across Mongolia before I die. It seems like a cool place. It sounds like there’s a lot of still fairly nomadic people that they’re just gonna live out of yatchs and ride around on horses in Mongolia. And I’m sure I’m romanticizing it more than it is, but I met people from Mongolia, and it sounds like a really fun adventure.
And then finally, if you had a tattoo on your arm, what would it say that, you know, a tattoo people could see on a daily basis and you’d have to look at? I’d probably write something along the lines of don’t compare, or don’t compare yourself. I think comparing yourself to other people, to other people’s lives and accomplishments is like one of the most toxic things you can do, especially when you do it so selectively.
We are great at comparing our, you know, our best work to other people’s best work, but without any kind of consideration about what they sacrificed to get there, how other parts of their life are. And I think apart from just that, apart from being a flawed way of, you know, see you’re never comparing apples to apples, it’s just, it robs people from the, it’s a joy thief. So, that’s what I would put on my arm.
Hope that helped on the Facebook front. So, head forth, try not to make the mistakes that I made. And again, Miracle and Mike, thank you so much.
That’s gonna do it for this week’s episode, but if you enjoyed what you heard and are interested in getting plugged into a dynamic community of experienced store owners, check us out at ecommercefuel.com. eCommerceFuel is the private vetted community for ecommerce entrepreneurs. And what makes us different is that we really heavily vet everyone that is a member to make sure that they’re a great fit, that they can add value to a broader community.
Everyone that joins has to be doing at least a quarter of a million dollars in sales via their store, and our average member does over seven figures in sales annually.
So, if you’d like to learn more, if that sounds interesting, you can learn more and apply for membership at ecommercefuel.com.
And also, I have to think our two sponsors that make the show possible. Liquid Web, if you are on WooCommerce or you’re thinking about getting onto WooCommerce, Liquid Web is who you should have host your store, particularly with their managed WooCommerce hosting. It’s highly elastic and scalable, it’s got built-in tools to performance test your store so you can be confident it’s gonna work well, and it’s built from the ground up for WooCommerce.
And finally, Klaviyo, for email marketing. They make email segmentation easy and powerful. They integrate with just about every card out there, and help you build incredibly automated powerful segments that make you money on autopilot. You can check them out and get started for free at klaviyo.com. Thanks so much for listening, and looking forward to seeing you again next Friday.
Want to connect with and learn from other proven ecommerce entrepreneurs? Join us in the eCommerceFuel private community. It’s our tight-knit, vetted group for store owners with at least a quarter of a million dollars in annual sales. You can learn more and apply for membership at ecommercefuel.com. Thanks so much for listening, and I’m looking forward to seeing you again next time.
Recently, the hospitality world has actually had some intriguing conversations surrounding rate parity judgments and visitor information. Hoteliers likewise have the chance to be acknowledged for their fantastic work aat the Independent Lodging Congress in October!
.Why Rich Guest Data is a Game-Changer for Hospitality.
In our top-performing August post, Revinate VP of Marketing Kenny Lee talks about the value of visitor information in hotel operations and marketing. CLICK HERE to learn more about how your hotel can utilize information to provide the tailored experiences your visitors anticipate and develop important consumer relationships.
.Elect your Favorite Independent Hotels and More!
Independent Lodging Congress is a hotel conference occurring October 21-23 in New York City at The High Line Hotel. Each year at ILC, the most ingenious decision-makers in independent hospitality go over the methods which lodging properties can be more effective, imaginative, daring, and inviting to their visitors. This is a conference about knowing, making connections, finding brand-new chances, and having a good time.
So, wear’’ t let the “ Congress ” thing unusual you out. ILC is a lot more enjoyable than that ““ other ” Congress.
For 2015, ILC is delighted to reveal its very first INDIE Hotel Awards, acknowledging the most ingenious, creative, and absolutely rad homes and specialists in the independent hospitality scene. After poring through lots and great deals of exceptional ideas–– from all over the U.S. and throughout the world–– ILC ’ s group is delighted to reveal the finalists in each award classification.
So, who will choose the winners?
The INDIE Hotel Awards acknowledge accomplishment and basic awesomeness throughout 4 classifications:
.Cream Of The Crops IN INDEPENDENT LODGING –– This is the award for the very best independent hotel—– on the planet! (Sponsored by Revinate).BEST DIGITAL MARKETING FOR AN INDEPENDENT HOTEL –– This award acknowledges the leading internet marketing project for an indie hotel! Don’’ t forget to check out the candidates’ ’ sites!BEST HOTEL BAR OR RESTAURANT – – Which indie hotel dining establishment or bar uses the most tasty beverages, delicious meals, and amazing environment?INGENIOUS HOSPITALITY DESIGN –– This award goes to the style company that makes an independent hotel home genuinely one of a kind!
The winners will be acknowledged at an unique celebration at the 3rd Annual Independent Lodging Congress on Oct. 22nd in New York City!For more details, please check out ILCongress.com
The End of Hotel Rate Parity?
Over the previous couple of months, there has actually been a great deal of speak about the impending “end of hotel rate parity” and what it indicates for the hotel market. Vikram Singh, Hotel Ecommerce and Revenue Optimization Specialist, weighed in previously this month on how judgments in favor of ending rate parity in Europe will impact online circulation. CLICK HERE to learn more on HospitalityNet.
Do you already have a couple Facebook ad campaigns running?
Would you be interested in a tip that will help maximize your results?
(And not just on Facebook, but with any traffic network?)
Then you’re in luck.
Because in this post you’re going to learn a simple Facebook ad trick that will free the untapped profits that are hiding in your ad campaigns. It’s easy to do, but don’t let that fool you—it’s a powerful tip to help convert more of those near-sales into new sales.
How It Works
Before we dive into the specifics, let me use a simple metaphor to help you understand how this tip works.
Think of your sales funnel as a series of steps. Together, they make a staircase.
In order to reach the top of the stairs (aka make a purchase), your customers have to take each step, one at a time, in the correct order.
At each step in this process, you’re bound to lose people. Perhaps only 40% of the people who reach step A make it to step B. Maybe 60% of those people reach step C. And only 10% of those people reach step D. And so on.
If you’re a regular DigitalMarketer reader, you already know the way to squeeze more profit from this funnel (and get more leads, customers, and sales). You just need to find the steps where the most people are getting stuck and come up with solutions to help them get unstuck.
But that begs the question:
How do you do that? How do you get back in front of those “stuck” people and get them moving through your sales funnel once again?
The answer, in a nutshell, is remarketing.
What Is Remarketing?
Just because someone didn’t take the next step in your sales funnel doesn’t mean they don’t WANT to.
If you’ve been following us long here on DigitalMarketer, you’ve probably heard quite a bit about remarketing. But you may still have a few questions about how it works.
Basically, remarketing allows you to keep track of the people who visit your website. Then it gives you the power to follow them around on the web and show them relevant ads and offers that have to do with what they viewed on your site.
Here’s an example of remarketing at work:
See those 2 ads highlighted in red?
The reason I’m seeing these 2 ads on Entrepreneur’s website is because I recently visited both of these websites. As a result, they know there’s a good chance that I’m interested in their service and so they’re willing to pay to show these ads to me.
Now those ads are being shown on a 3rd-party website through an ad platform such as Google Adwords. But you can also do remarketing on Facebook, Instagram—just about any traffic network out there.
Here’s an example of one of DigitalMarketer’s remarketing ads on Facebook:
The awesome thing about using Facebook for your remarketing is that it’s relatively simple to set up. There’s no extra software to install or learn. If you have the Facebook pixel installed, then you already have everything you need to keep track of what people do on your website.
And once you know what people have done on your website, it’s not that hard to figure out what kind of relevant offer makes the most sense to promote to them.
Keep this in mind:
Just because someone didn’t take the next step in your sales funnel doesn’t mean they don’t WANT to. Or that they wouldn’t take the next step if they had another opportunity.
There’s a good chance that life simply got in the way: they got busy, their phone ran out of battery, something distracted them.
And when that kind of thing happens, the best thing you can do to help move people along through your sales funnel is to give them a gentle reminder.
That’s exactly what remarketing does, and that’s why it’s such a powerful way to improve your advertising.
In fact, let’s talk about that for a second.
Just how important is remarketing, anyway?
Why Remarketing is More Important Than Ever
In the early days of digital marketing, there was no such thing as remarketing. But today it’s a vital part of any successful ad campaign.
And it’s only becoming more and more important over time.
Why? Because traffic campaigns are getting crowded. And all that competition is leading to increased prices.
Over the past 2 years, the average cost per customer rose by roughly 40% at DigitalMarketer. All as a result of increased traffic costs (primarily on Facebook).
Yes, you read that right—40%. That’s a big increase. A 40% increase in the cost of customer acquisition could mean the difference between a company that’s profitable and one that’s not.
Fortunately, there are ways to offset these rising costs. And remarketing is one of those ways.
Through the strategic use of remarketing, we’ve been able to increase our conversion rates by 2-4% overall on any given page. So a page that converts at 8% without remarketing can convert at 10-12% with it.
And remarketing is especially powerful on Facebook. Historically, the cost for remarketing ads on FB is way cheaper than the cost for clicks to cold traffic. Cheaper clicks + warm traffic = high ROI campaigns and more customers flowing into your business.
I would go so far as to say that remarketing is the best way to quickly get a measurable improvement on your conversion rates and your overall advertising performance.
(And that’s a big… well… let’s just say Sir Mix-a-Lot would like that “but.”)
Remarketing is like a can of worms.
Once you open it up, you realize that you can use remarketing just about anywhere!
And in order to enjoy the benefits of remarketing, you have to be able to figure out WHERE to remarket for the best results.
So how do you do that? How can you figure out—quickly, simply, and easily—where to focus your remarketing efforts?
That’s what you’re about to learn in the rest of this post.
How to Find The Best Place To Do Remarketing
When deciding where to do remarketing, it all comes down to one thing:
When deciding where to do remarketing, it all comes down to one thing: Opportunity.
You want to focus your remarketing on the steps in your sales funnel with the most opportunity. If 300 people are stuck on step C in your funnel, and 2,000 are stuck on step D, doesn’t it stand to reason that step D has more potential than step C?
Because more opportunity = more leads, sales, and revenue.
And when it comes to measuring this opportunity, there are 2 ways you can do it:
1. Measuring Opportunity with Google Analytics
One way to measure potential is by using Google Analytics (GA). Google Analytics is really powerful. You can use it to do super deep-dives and get really detailed in your analysis.
But the downside to GA is that it’s slower, manual, and requires more math. It also requires quite a bit of learning if you’re not already an advanced user.
So yes, GA is a great tool. But for most people reading this, it’s probably not the best way to get started. Instead, I recommend…
2. Measuring Opportunity with Traffic Platforms
What you can do instead is measure opportunity using the remarketing lists that are already built into your favorite traffic platforms. That’s what I’m going to show you how to do in this blog post.
Your traffic platform’s remarketing lists are flexible and auto-updating. They’re a great way to get quick insights to help you make smart marketing decisions.
I’m going to show you how to do this using Facebook remarketing audiences, but don’t think you have to use Facebook for this. You can take the same principles you’re about to learn and apply them to Adwords or any other traffic platform you want.
OK, if you’ve been following along then you know that you’re about to learn how to find the best place in your sales funnel to do remarketing.
And you’re going to learn how to do it quickly and easily using your ad network’s built-in remarketing lists.
But in order to make this method work, there are 2 things you’re going to want to do. These 2 things are the secret sauces that make this method really work.
In order for these remarketing lists to work, you need 2 pieces of information for each step of the funnel:
The URL of the last page in your funnel that the person reached
The URL of the next page in the funnel (the page they didn’t reach)
For example, say you’re creating a list of people who reached your order form but didn’t complete their purchase.
In that case, you know that they reached the page yourwebsite.com/order-form. You also know that they did NOT reach the page yourwebsite.com/order-confirmation.
So in the language of your ad network, you want to INCLUDE people who reached yourwebsite.com/order-form. And you want to EXCLUDE people who reached yourwebsite.com/order-confirmation.
This way you’ll be targeting everyone who reached the order form but failed to complete their order.
Here’s an example of what this looks like in Facebook:
Pretty much everybody understands the “Include” half of this equation. But it’s a common mistake for people for forget the “Exclude” part of it. Remember that you need both parts if you want to narrow down your funnel opportunity on a step-by-step basis.
When creating these audiences, you’ll have an easier time if you use a consistent naming convention. The naming system I like to use is:
Media – [Funnel Name] – [Stage Letter] – [Stage Description]
When you follow a consistent naming convention like this, it becomes super easy to sort and filter. That way, you can quickly see all the funnels steps you want at a glance.
For example, here are all the stages for our “FB Ad Templates” funnel:
Having all this information right there in the name of the audience also makes it easy to filter them so I see only the audiences I want. For example, if I want to compare all of our paid traffic campaigns, I just filter for the word “Media.” If I want to look at one specific funnel, I filter for the name of the funnel (like “FB Ad Templates”).
I can also compare similar stages across funnels. For example, if I want to compare all of our audiences of people who reached the shopping cart but didn’t make a purchase, I filter for “Cart No Purchase.”
So when you put this all together, you get a screen that looks like this:
Take a look at that for a moment and just think how useful it is. You can see at a glance how many people are stuck at each stage in the funnel.
Want some immediate revenue? Well, there are 3,400 people who abandoned their shopping cart. Remarketing to those people is going to generate some instant sales.
Or maybe you need more leads? You can see right away that 28,000 people reached the Lead Magnet page but didn’t opt-in Remarketing to those people will give us an influx of new leads.
And because I use the same naming convention for all of our funnels, I can do something like this:
Here you see all the people who are stuck at step B in one of our funnels. This view makes it really easy to compare the traffic potential in each of our funnels side-by-side.
Let me walk you through a quick step-by-step example from one of our funnels at DigitalMarketer. This might be a good time to follow along with one of your own funnels.
First, write down all the URLs of each page in the funnel:
Next, you want to create a Facebook audience for the people who got stuck at each step of the funnel. To do that, the audience should include everyone who reached a certain URL:
Then, exclude everyone who reached the URL of the next stage of the funnel:
Make sense? If we target everyone who reached the opt-in page, but who didn’t reach the sales page, then we’ll see how many people got “stuck” on that step of the funnel.
Next, I prefer to set the date ranges for 180 days, so we have more data to work with:
And finally, use the naming convention you learned (or come up with your own) to make it easy to compare different funnel steps:
When you complete the process, you’ll end up with something like this. It’s a list of funnel steps that show exactly how many people got stuck at each step in your funnel:
The awesome thing about this view is that all you need to interpret it is a little common sense. You don’t need any sort of special tool or calculator to understand what’s going on here.
Another useful trick is to put this data in a spreadsheet, so you can compare the performance of several different funnels at once.
Here I’ve added the data for 3 of our funnels, so you can see exactly how many people made it to each step in each of them side-by-side:
What sort of actionable information can you take away from this quick and easy chart?
First of all, take a look at the “Perfect Blog Post Templates” funnel. In row 3 (step B) you see that only 4,300 people saw the opt-in page and didn’t opt in. But in the next step, we had 21,000 people who opted in but then didn’t add the product to their cart.
So the Lead Magnet section of this funnel is working great. But the sales page might need a little work.
And if we were going to run a remarketing campaign for this funnel, we wouldn’t run it to opt-in page visitors. Instead, we’d run it for people who viewed the sales page.
OK, now I want you to give it a try. Take a look at the spreadsheet above and answer this question:
If we wanted more immediate sales, where should we run a remarketing campaign? Which funnel, and which step in that funnel?
(I’ll give you a minute to think.)
(Hey, no peeking!)
OK, hopefully, you took a minute to think about that.
If we wanted more immediate sales, the best place to retarget is shopping cart abandoners (step D). So scanning that row, you can quickly see that the Facebook Ad Templates funnel has twice as many cart abandoners as the other funnels. So that’s where I would start with a shopping cart remarketing campaign.
You now have a simple process you can use to analyze traffic volume and potential in your sales funnels using Facebook remarketing lists.
But we’re not done yet.
Because with this strategy in place, there are some even more advanced things you can do to help really skyrocket your paid traffic results.
First, however, there’s 1 disclaimer I should make.
Disclaimer: Only Use This for Funnels You Trust
I want to mention a caveat to keep in mind.
You should only use this process on funnels you trust. Funnels that work. That convert well.
You should only use this process on funnels you trust. Funnels that work. That convert well. That you’re comfortable sending paid traffic to.
Think about it for a second. Let’s say you run traffic to a funnel that is losing you money. Maybe the opt-in page and sales page convert really poorly.
If you send a lot of traffic through this funnel, it might show up as a high-opportunity place to do some remarketing. But there’s nothing to be gained from sending traffic to a funnel that doesn’t convert. That’s just throwing good money after bad.
So keep that in mind when going through this process. If your funnel isn’t converting well enough to turn a profit, spend more time optimizing it before you start remarketing heavily.
Facebook Ad Advanced Tip 1: Choosing New Primary Traffic Campaigns
So far, you’ve learned how to use this process to improve the performance of your existing traffic campaigns. But you can also use it to help discover new traffic campaigns that you should be running.
It works along the same lines—by finding content on your website with high opportunity.
Here’s how it works.
First, come up with a list of keywords that come up a lot in your content.
For example, some of our frequent keywords at DigitalMarketer include “Facebook,” “social,” “Adwords,” etc.
Then create a Facebook audience for each of those keywords. And make sure to exclude anybody who has already opted in for any Lead Magnets relevant to those keywords.
For example, at DigitalMarketer we have a Lead Magnet called “The Customer Avatar Worksheet.” It’s a downloadable worksheet that you can use to help define your customer avatar and fine-tune your advertising for the right kinds of people.
But how well are we doing with this Lead Magnet? Are we doing a good job of getting people who are interested in this topic to opt-in for the worksheet? Or do we need to create a new ad campaign targeting these people?
To find out, we would create a custom audience like this:
This creates a list of everyone who has read a blog post with the words avatar, research, or customer, but did not sign up for the Customer Avatar Worksheet.
And we can use the size of that audience to judge how much opportunity there is around this topic. If the audience is really small, then we know it’s not worth going after these people right now. But if it’s a big audience, then maybe it’s time to start targeting it with a new traffic campaign.
Facebook Ad Advanced Tip 2: Tracking the Health of Your Offers/Web Pages
So far, I have been using the longest possible date range (180 days). This is helpful because it gives you the biggest possible audience size. Generally speaking, larger audiences will help make trends more visible.
But if you shrink down the date range to something much more recent, say the past 10 days, you can use it as a sort of health check. Those recent audiences will let you know anytime something breaks.
For instance, let’s say you notice that nobody has made it past your opt-in page over the past week. That’s probably a good indication that something is broken on your site.
This can help you stay on top of technical problems, so you don’t lose business to 404 pages and other website errors.
Facebook Ad Advanced Tip 3: Finding New Hooks for Lead Magnets
You can also use this process to keep your finger on the pulse of what your website visitors are interested in. And by doing that, you can measure when it’s time to create a new Lead Magnet to bring more leads & prospects into your sales funnels.
For example, at this writing, we do not yet have a Lead Magnet that’s geared toward helping people to create a Facebook Messenger chatbot. However, we know that this is a topic that’s growing in popularity. So sooner or later we may want to create one.
One way we can keep our finger on that pulse and measure the popularity of chatbots is by creating a Facebook list of anyone who visited a blog page containing relevant keywords like “chatbot” and “Messenger.”
Here’s what that might look like inside Facebook:
Do this for all the main keywords that come up regularly in your content, and just keep track of the volume. When you notice any of these audiences start to grow in size, you’ll know it’s time to create a new Lead Magnet on that topic.
Facebook Ad Advanced Tip 4: Track Other Traffic Sources in Facebook
Earlier in this post, I mentioned that increasing ad costs are becoming a big problem for many advertisers. This has been especially true on Facebook, where more and more companies start advertising every day. More competition = higher prices.
Luckily, this is an area where remarketing can help cut your costs. Because as I mentioned, retargeting ads on Facebook are historically much cheaper than front-end ads.
So what a lot of marketers are doing is using cheaper traffic networks to drive cold traffic at a lower cost. (Networks like YouTube, Google Display Network, Bing, and so on.) Then they use Facebook to remarket to those people once they’ve entered your funnel.
This way you avoid the high cost for running front-end ads on Facebook. And as a result, you can save significantly on your ad spend without sacrificing performance.
A Great Reference for Developing Remarketing Copy & Hooks
In this post, I’ve shared a process you can use to find the funnel steps with the most opportunity for remarketing.
But simply knowing WHERE to remarket is only half the battle. The next step is actually digging in and creating a high-converting remarketing campaign, complete with eye-catching images, benefit-rich copy, and a compelling call-to-action.
In a lot of ways, this blog post is kind of a primer for that EP.
You now know how to find the parts of your business that have the most potential for remarketing.
And with the Boomerang Traffic EP, you’ll get everything else you need to finish putting together an effective remarketing campaign that brings promising leads back to your website, so they can complete their purchase.
You’ll discover tricks for coming up with good ad creative, get access to copy templates, learn the exact bidding strategy that will maximize your leads while lowering your costs, and much more.
How to Put This Facebook Remarketing Tip into Action
Now that you have a step-by-step process to find the highest-opportunity spots for remarketing in your sales funnel, how should you get started?
Here’s what I recommend.
Start with your biggest funnel. The one that drives the most new sales and customers to your business. And go through the process you just learned, finding the step in that funnel with the biggest opportunity.
And remarket to the people who are getting stuck at that step.
That’s the way to make sure you’re getting the absolute best bang for your remarketing buck.
Then continue to repeat the process for additional funnel steps whenever you can. The process doesn’t take much time, so if you find yourself with an extra 15 minutes, go through it again. Each time you’ll find the next-highest opportunity for remarketing.
Easy, right? Just take it one step at a time, and watch those sales funnels start doing their job and funneling more and more new customers into your business.
A couple of years back, mobile optimization was an afterthought for a lot of digital online marketers. Now it has actually jumped to the leading edge of many digital marketing methods, and for excellent factor as about 50% of e-mail opens take place on mobile phones .
Email mobile optimization merely isn’’ t something you can overlook. To assist get you began, we’’ ve created some vital pointers on what you can do to develop mobile-friendly e-mails.
.Why it’’ s essential to go mobile.
Today’’ s users are ending up being progressively mobile. According to eMailmonday , 8 in 10 e-mail users will likely access their e-mail accounts specifically from their mobile phones by 2018. Mobile e-mail opens have actually grown by 180% in the last 3 years.
Adestra discovered e-mails that show improperly on mobile get erased within 3 seconds by 70% of receivers. As lots of as 15% might unsubscribe. If receivers can’’ t see your e-mails properly and rapidly, then you’’ ve lost your possibility.
Moreover, according to eMarketer, we’’ re just a couple of years far from mobile travel sales going beyond desktop travel sales:
A Yesmail research study likewise discovered that mobile e-mail conversion rates grew 70% in simply one year, while desktop conversion rates fell throughout the board.
Mobile optimization is a huge thing to dive into, and these numbers reveal simply how vital it is.
.What you can do to be mobile-friendly with your e-mail projects.
Creating mobile-friendly e-mail projects is not as daunting as it might appear. The secret to mobile e-mails is brevity. With less area, you need to understand your material and design. Your objective is to produce a smooth and quick experience.
.Subject lines: The perfect character length for your subject line on mobile is 41 to 70 characters. This is for the most typical Gmail user on an iPhone in Portrait mode. Your subject line is the factor behind a high open rate, so make certain you offer yourself the possibility to prosper on mobile, too.Preview text: When you open your inbox on a mobile phone, you’ll see a sneak peek of the e-mail text listed below the subject line. Because your receivers’ eyes arrive at this material initially, make certain it’s what you desire them to see. In the sample screenshot listed below, the sneak peek text is the 3rd line of text in each e-mail sneak peek.Text: Your body text need to be no smaller sized than size 13. Your header must be a minimum size of 22, however the larger, the much better. Guarantee that the text color contrasts drastically with the background color to make the ideal aspects pop.Images: Don’t have a lot of images or excessive text – – discover the best balance. The very best text-to-image ratio is 60% text, 40% images. The project listed below is a fantastic example of the perfect ratio. If the images are too huge, they’ll take too long to load. Some gadgets likewise wear’’ t program images by default, so it’s perfect to have alternative text to explain your image, simply in case.Call-to-action (CTA): Avoid utilizing links at all expenses and put on’’ t stack them. They’’ re tough to need and click zooming in and out. Rather, have a vibrant CTA button that is the ideal size of 57 x 57 pixels, according to an MIT research study .Furthermore, to make calling you simple, link to your front desk or concierge contact number like the listed below example. The choice to straight call the contact number appeared after clicking the number in their footer.Design: Although you desire your e-mails to be distinctive, concentrate on performance. The little screen size restricts the variety of style components you can have, so keep it simple and basic to browse with a single-column design. The e-mail needs to disappear than 600 pixels broad.Consist of the vital details at the top of your e-mail. Make it much easier on the eyes by separating text blocks with sufficient void in between text. Follow our guideline: You ought to have the ability to state whatever above the fold – – the part of the e-mail the recipient can see prior to they need to begin scrolling.
Last however not least, put on’’ t forget to deal with your reservation engine supplier on mobile optimization. Every element of your reservation procedure requires to be upgraded.
.Revinate’’ s mobile sneak peek performance throughout web browsers consisting of Gmail.
Revinate Marketing provides a mobile sneak peek alternative to its e-mail marketing clients. You’’ re able to see how your e-mail will search various web browsers in addition to on mobile phones of differing sizes.
This method, you can change your format and text to guarantee your e-mails are enhanced for various gadgets. Have a look at the Revinate Marketing control panel sneak peeks listed below:
You can sneak peek what your e-mail will appear like on a range of mobile phones, web internet browsers, and desktops.
This tab provides a sneak peek of your e-mail on smart device measurements. On the right is an example of the e-mail on an iPhone 8 Plus in the Gmail app.
You can likewise have a look at the desktop and tablet views in our sneak peek choice.
.Mobile optimization is now.
If you aren’’ t mobile-friendly, make certain it’’ s the next job on your order of business. By guaranteeing your e-mails reach the best individuals in the manner in which you desire, you’’ re increasing your opportunities of leading your receivers down the conversion funnel.
If you have an interest in partnering with Revinate Marketing, please connect to us .
The golden era of hotel digital marketing provides a substantial benefit for huge brand name hotels. They have actually become their own publishers and firms, developing hyper-targeted digital marketing projects.
Strategies like these leave smaller sized hotels seeming like they can’’ t maintain. How can smaller sized brand names record the attention of potential visitors?
Check out these 3 tested digital marketing techniques your little hotel will wish to concentrate on in 2018.
.1. Inbound Marketing Strategies.
Small hotels need to run transparently and interact honestly with incoming marketing. This represents a shift to tactical decision-making based upon visitors’ ’ choices and requirements.
Research has actually discovered that incoming marketing has a 75 %possibility of being the marketing method of option throughout all business types.
Companies are likewise 3X as most likely to see a greater ROI on incoming marketing projects than on outbound. Incoming leverages the most widespread consumer-driven methods of the digital age and they are more cost-effective than lots of conventional outgoing methods (PR, print, radio, TELEVISION marketing, and so on).
Struggling to come up with material that ’ s right for your hotel? Think of what your residential or commercial property needs to provide.Don ’ t hesitate to take motivation from other markets.
For example, take a look at Good Eggs, a web-based farmer’’ s market in the San Francisco Bay Area. Their Instagram account has plenty of concepts hotels can obtain. In the post listed below, Good Eggs supplies prompt worth by providing fans a concept for DIY vacation presents.
The worth they get in return? The active ingredients for the dish are all offered to acquire through the Good Eggs site.
So how can hotels put this sort of incoming marketing method into action? Once again, consider what your home needs to believe and use about your objectives.
Typical objectives may be to bring in the attention of brand-new possible visitors and motivate previous visitors to book once again. In this case, producing products like guides on things to do in your location might be the best technique for you.
For example, the L ’ Auberge de Sedona createdengagement from potential and previous visitors with a Facebook post. They spoke about a gorgeous walking near their home. Structure engagement with your brand name is just the initial step.
The most significant advantage is the capability to gain access to extensive marketing analytics on a single platform. The ideal service collects information from all your hotel systems to produce a singleclient view. You can utilize this information to develop more reliable, targeted e-mail marketing projects.
How much more efficient are they? According to the DMC National Client Email report , targeted e-mail marketing projects produce 30 %more opens and 50% greater click-through rates than undifferentiated messages.
What might this marketing method appear like for a hotel?
First, consider sending out automated e-mail interactions to visitors throughout the stay cycle.
It impliesthat a hotel ’ s marketing group requires to put mobile very first when it pertains to email marketing and website design.Responsive website design( RWD) takes a mobile-first technique to make sure web material correctly scales on gadgets of differing sizes. By developing a constant display screen, RWD assists to avoid discouraging users.
Unfortunately, an unexpected variety of small companies are late to the RWD celebration. Just a little bit over half of small companies have a responsive site. This can suggest approximately 90% less check outs to your hotel ’ s website.
Want to drive more direct income and get in touch with visitors? Download our totally free Email Marketing Strategy Guide . Never ever prior to has actually there been a more packed, industry-specific guide to assist hoteliers master the art( and science) of e-mail marketing. Over 40+ subjects with actionable insights, methods, and finest practices for e-mail marketing.
Right before the holiday season, I had a chance to interview Oliver Geldner to talk about hotel marketing, revenue, and distribution. Oliver has a wealth of knowledge in the field, with more than 30 years’ experience in the hospitality industry. He is an expert in e-commerce, digital marketing, distribution, and profit management. He has worked in roles as e-commerce manager, general manager, and advisor to the board. Oliver’s track record includes both launching new hotels and turning around existing operations, always with a long-term focus on bottom-line profitability.
Today, Oliver advises hotels on revenue, distribution, and hotel marketing strategies at Taktikon Consultancy. Within his role, he offers tailor-made solutions for hotels to increase their results by smart price setting and improved revenue management, distribution, and e-commerce strategy.
Looking at revenue and distribution for hotels on the one hand and marketing on the other, can you explain a bit more about the correlation of the impact from these two?
Traditionally, the work disciplines of revenue and distribution versus marketing were separate functions, not only in hotels or travel but in many other industries. Then in hospitality, sometimes in the ’90s, marketing opportunities in distribution channels emerged, such as Instant Preference listings or targeted Travel Agency messages at system login in the GDS. With the expansion of Internet marketing, these two formerly separate approaches began to move closer together.
But it was only since search engine marketing and social media marketing matured that hotels have been forced to review the purpose and effects of their revenue/distribution and online marketing efforts.
Traditionally, the role of marketing was to generate demand and the position of revenue and distribution was the administration and conversion of the created demand. Today, we see clearly that revenue and distribution have taken a more active role as “demand generator” functions.
As it is possible today to target your rate and product offering to highly refined traveler segments, the pairing of a compelling marketing message with a price point and an instant conversion point in the hotel’s booking engine is the recipe for effective communication.
Whereas online ads and banners previously directed the visitor to the generic URL of the online hotel presence, savvy hoteliers and marketers now to try to route qualified traffic directly to the point of sale (the booking engine).
This, in turn, has resulted in a hybrid function of the traditional revenue department. Rates, packages, fenced offers, etc. now are steered by the revenue team, while target groups, audiences and conversion points are equally tracked through in-depth source analysis in order to provide the marketing function with the best possible data to run cost-efficient campaigns.
Meanwhile, the revenue results of these campaigns are often attributed to either the marketing or revenue department, but seldom to both. So, who takes the lead, and who gets the credit, marketing for lead generation or revenue for lead conversion? And does it really matter? Well, it doesn’t really, as long as your operations budget line items are still analyzed and reviewed separately by performance.
If they are so closely related, shouldn’t hotels merge these two departments? What are some reasons to do so or specifically not to do so?
If one were to combine the marketing and revenue departments into one function, any analysis of marketing spending against revenues would be measured by conversions and incomes, instead of shares, likes, imprints, and copies produced. And wouldn’t that make any marketing effort much more powerful? Indeed, it would!
There is, however, a risk in combining these two functions, and that is the timeframe and lifecycle these two departments operate within. For the most part, revenue and distribution focuses on the day up to six months ahead for fine tuning of rates and distribution, whereas marketing often paints with broader brush strokes, such as brand building and brand equity, with longer timeframes. And these scopes just don’t mix that quickly. So, when companies plan to merge their revenue and marketing departments, they should bear in mind that allocating resources for short-, mid- and long-term planning both for revenue and marketing planning can clear the way for marketers and revenue professionals to set their priorities straight.
So, with marketing impacting revenue and distribution, what can marketing managers do to help their colleagues at the revenue and distribution department?
Marketing and revenue and distribution are now more than ever linked like teenage siblings where the two parts need to redefine their role and function to get along.
One idea could be that your revenue and distribution sibling is the one defining target timeframes and revenue expectations, and the marketing sibling designs content tailored to the right audience for the best conversions.
Revenue managers would be greatly helped in knowing which short- and long-term campaigns are being planned and budgeted for, in order to add the most profitable price point or product to the campaign effort. Today, we see most campaigns in the industry being battled out on the price point (“rates from XX EUR”), because of the historic logic of marketing to reach as many potential customers as possible. In consequence, price and product offers are tailored to the wallet size of all target groups. A smart marketer would involve the revenue department to determine the right products and rates geared at finely segmented target groups, thus generating the right type of demand at the right times.
And the other way around?
Marketing managers could greatly be helped by the conversion and KPI logic that revenue managers apply when looking at overall distribution cost and cost of sale. Involving revenue managers in this exercise can significantly improve marketers’ ability to prove how marketing dollars are spent on every type of campaign and what conversions are generated. Measurability of success is a vital asset in any part of any operation, but the switch from vanity metrics (“likes, clicks, followers”) to quantitative metrics (“investment, return, profit”) that include marketing, sales and revenue has yet to be achieved in the hotel industry.
How do you see the future of these disciplines evolving?
CEOs, CFOs and CMOs will not be the only individuals putting their heads together in board meetings to develop and assess strategies. Even department heads and operative functions in finance, marketing and revenue will need to pool their resources to plan, determine and measure results of all activities. People will always look for answers on how to better accomplish what they get measured by, so creating common KPIs for all departments (that are at the same time simple, measurable, attainable, realistic and time-related – the SMART model) is undoubtedly the best way to create results-driven, inter-departmental alliances.