I know – it’s only October. And as a business owner, the holidays are probably the farthest thing from your mind right now. But we’re approaching the most competitive time of the year right now in the marketing space.
Last year, online sales alone reached 2.4 BILLION dollars on Black Friday (more than 5 billion if you include Cyber Monday). People are ready to whip out their wallets and spend their cold hard cash. So if you aren’t getting ready for this – you are falling behind.
So how can you take full advantage? Don’t have a plan yet? I’m about to give you 3 ideas so you can whip one up real quick!
Idea #1: Run a Contest to Generate Leads
This is actually REALLY easy to implement. The first step is coming up with an awesome giveaway. Own a dental practice? Give away a free whitening treatment. Gym owner? Offer up $500 towards membership.
Run ads on Facebook to promote your contest. In order to enter, make sure participants submit their emails and phone numbers so you are building up your list with prospects who are clearly interested in your services.
And to make things even better, you can send a follow-up email after the contest is over to all the runners-up with a discount they can redeem. Boom!
Idea #2: Come Up With An Irresistible Offer
On Black Friday, everyone is searching for the best deal. And if your end game is long-term customers, offering up a strong discount isn’t a bad idea.
Consider offering up bundles (we’ll go back to our dental example) like get a free whitening when you bring a friend for their first exam.
Idea #3: Run a Pre-Sale Messenger Bot
Before all of your competition starts promoting their deals, give your prospects a “sneak peek” via Facebook ads and have them opt-in via Facebook Messenger.
You can set up an automated Messenger Bot to fire off Facebook messages to them so they can stay up to date with the deal and you can stay ahead of expensive advertising costs when the holidays are here.
Keep the messenger flow fun and engaging so they stay with you the entire way!
Questions? Drop them in the comments!
Instagram story ads have been a hot topic lately… It’s a huge opportunity because users are enmeshed in their Instagram Stories day in and out. Having your brand pop in there in video format with a call to action is powerful stuff!
When you select automatic placements, you run the same ad/creative across various platforms (including the Instagram Stories placement) like the example below from Facebook.
But what’s even more powerful is customizing your creative specifically for this placement.
Let’s talk about the best ways to do this…
The ground rules:
- Use a video that is no longer than 15 seconds
- Use vertical dimensions
- Keep it upbeat and captivating (consider your audience!)
- Use a call-to-action to get consumers to swipe up
- Get creative
The best tools for creating Instagram Story Ads
Here are some of our favorite tools for crafting these videos…
- Quik (GoPro’s video editing app, you can create these videos easily using templates on your phone!)
- Adobe Premiere Pro
Things to keep in mind…
Don’t forget a clear call to action. Get your users to act quickly.
And test, test, test!
P.S. Check out >> these examples from AdEspresso.
Use this trick to lower your cost per lead
I’m sure you’ve all seen the popular content floating around your Facebook newsfeeds… What flavor of shrimp are you? What city do you belong in?
You’ve probably even taken the time to participate in some of these.
Why are these types of posts so engaging? Maybe because they’re distracting, entertaining, or just plain fun. Whatever it is, we love to play games. So how can you put a “gamification” twist on your marketing efforts?
So… What’s Gamification?
Hubspot puts it simply, “it’s the marketer’s equivalent of turning a baby’s spoon into a rocket ship so the baby has fun trying to catch it, and you get your baby to eat the smashed peas. Everybody wins, and the baby has a good time to boot.”
It’s turning your marketing into a game in order to achieve your end goal. For instance, using a quiz to collect an email in return, using a points systems to reward your customers for coming back, challenges, contests, do this to win this, etc.
Gamified marketing campaigns tend to get a ton of social proof (likes, comments, shares) and a lower cost per lead (CPL) because you are giving your audience upfront value — ENTERTAINMENT!
Still confused about how your business can use gamification?
Check out this simple quiz I built and find out how much you really know about Facebook ads.
If you have a business Facebook page, I’m sure you’ve seen the notifications saying…“This post is performing better than 90% of other posts on your Page. Boost it to get more great results.” So you must have wondered, should I boost my Facebook post?
The Boost Post option is available as you write new posts for your business page as well. It looks something like this:
If you click that tempting ‘Boost’ button, you’re led to an easy to use interface that guides you through the set up. Choose your targeting, budget, and duration, and your post will get a higher reach. As little as $3 can get you a bunch of engagement (likes, comments, shares). Nice!
…Actually, NOT so nice, Facebook.
Before you boost your next post, I want you to think about this: What is your intention and strategy behind this boosted post? Is it general brand awareness? More leads? Sales? And does this boosted post make sense for your goal?
If your boosted post doesn’t coincide with your goal, I would save your money and put it elsewhere. It might seem like just a few dollars, but it adds up quickly. I’ve audited quite a few ad accounts who rack up thousands of dollars in boosted posts with zero strategy behind them.
Why you should stay away from the Boost Post button
Below is a real life example that we caught in a FB ad account audit.
This client spent over $14K on a single campaign that they forgot to turn off. No strategy behind it at all. No results. Just wasted dollars.
On the bright side, if you DO have a goal, such as getting more leads, page likes, sales, you can achieve these goals through Facebook ads. They just need to be implemented in the correct manner. Campaigns should be set up in Ads Manager or Power Editor so you have more control over how you set them up.
With Ads Manager and Power Editor you have more control over:
- Objective of your ad: Link clicks, conversions, messages, engagement, etc.
- Ad placements: Mobile, desktop, Instagram, etc.
- Targeting: Interest based, location, retargeting website visitors using the FB pixel, custom audiences, lookalike audiences, etc.
So stop pressing that tempting ‘Boost Post’ button and start using your Ads Manager. It’s going to take a LITTLE bit longer to set up your ads this way, but I promise, it’s worth it!