‘Tis The Season! Yes, Already.

‘Tis the season for holiday sales and shopping! Coming up soon is the busiest time of the year in the advertising world. If you’ve put into a play a well-crafted digital marketing strategy last year, I’m sure you were quite busy in the next month or so, and it didn’t slow down until about February! (Hello, gift card redemption.) Awesome! But what does a ‘well-crafted strategy’ entail? I’ll shed some light.

The best part of using social media marketing is the part that comes after your campaign: measuring results with data and analytics. From the beginning to the end, you can carefully choose exactly who you want to see your ad, when and where, and then track when they clicked and if they purchased! You can use these results to either a) focus more on the audience that is actively interested, OR b) make some changes to better target the less responsive audience. Let’s talk about Facebook. First thing’s first. Instead of “boosting post”, go into your Ads Manager and “Create Ad”. Why? Because you don’t want to waste money on people who don’t care about your business.

Let’s say, for example, you’re a ski shop with a CRAZY good holiday sale going on. You can build an ad campaign in such a way that your ad will be shown to men and women in a 20 mile radius of your store, ages 16 to 35, who’s online behaviors include skiing, snowboarding, and other extreme sports. You can go a step further and select friends of people who have engaged with your page in the last 60 days. There are literally hundreds of combinations to truly maximize your conversion potential! 

Next, your ad needs to be attractive and inviting of an action. If you’re stuck, I recommend repeating this question to yourself: “What does the customer want?” and go from there. Instead of saying, “Great-tasting protein shake 40% off!”, appeal to the emotion of your audience with a headline like, “Tired of laying down to zip up your jeans?” Pay special attention to ads that catch your own eye when you’re scrolling through your news feed. Which would you be more likely to respond to?

Facebook and Instagram are strict with their image requirements. Be particular when deciding the dimension and resolution of your photo, the amount of text in the image, and the colors. You don’t want to spend 45 minutes building your campaign for Facebook to decline your ad! Facebook prefers 20% or less copy (text) in an image, so I recommend using branded photographs and saving the text for your headline and body copy.

Lastly, always include a Call To Action (“CTA”). Tell your audience what you want them to do! A CTA can be anything from “Learn More”, “Shop Now”, “Click Here”, or you can get creative and say, “Yes, I want in.” A good CTA in a digital ad is like walking your customer to the cash register in a face-to-face sale. Another alternative CTA is asking for a share or tag. Got a great happy hour? End your ad headline with “Tag your happy hour buddy!” – not only are you encouraging action, but you’re getting your audience to spread the word for you!

Got it? Good! Is your head spinning? That’s normal! I always like to reassure my clients by saying, “Your job is to run your business. My job is to help you market it.” Claim your free 30 minute consultation by calling (609) 576-9132 or emailing me at Leslie@Marsolluna.com so we can get you in front of the people who want your products and services. (That’s a closing CTA, by the way! )

Match Made In Heaven: Consistency & Presence

There are two things that are beneficial to any type of relationship: consistency and presence. The relationship between business and audience is no different. Let’s discuss how they relate to your digital marketing strategy.

Consistency

How do you feel when someone shows inconsistency in your life? Disappointment, confusion, and ultimately, loss of interest. When your online community notices inconsistency, they’re likely to feel the same way. You want to avoid loss of interest, and most importantly, you don’t want those pesky algorithms to remove you from people’s feeds because they don’t see your commitment. This is why it’s crucial to have consistency in your social media marketing strategy.

It’s overwhelming sometimes to commit to a specific posting schedule, but you must. I always advise my clients that when they decide they want to post things on certain days, make sure it’s a schedule they can stick to. Having a consistent posting routine will not only tell the algorithms you’re serious about being involved with your audience, but it will build expectations and foster relationships with your community. I recommend using a scheduling program like Buffer to set up all of your posts for the week at specific times. Having trouble figuring out the best times and days to post what? Just view your Facebook & Instagram insights to see when your audience is most active.

 

All-Encompassing Presence

I often get the question, “What platforms do I NEED to be on?” and my answer is usually, “All of them.” Now, I know some of you just rolled your eyes reading this. Hear me out. There are a few reasons I insist that my clients have a presence on all digital platforms.

1) Search Engine Optimization. Without geeking out too hard with technical talk, the more legitimate, high-traffic websites that your name is on and active with, the higher you will rank with search engines.

2) Claimed business name. By creating accounts and having a presence on all platforms, you eliminate the possibility of someone else registering your preferred name. I know that’s a very “duh!” answer, but I’ve had many people experience this issue! You always want the simplest, easiest @username for branding purposes and for people to find you. It’s frustrating when you have to add underscores or numbers to your username because someone else has already registered the one you need! If I’m @MarsollunaMedia on Instagram, but @Marsolluna_MM on Twitter, it makes it difficult for people to find me and recognize me as the same company. I can simply tell people, “search @MarsollunaMedia on social media to connect with me!” and know that they’ll find me and not someone else.

3) Top of mind messages. Try to think about a situation you’ve been in that goes like this: You are connected with your local car dealership on Facebook, Twitter, & Instagram. You’re scrolling through Facebook. You see that they posted an offer for discounted oil changes. Okay, you scroll by, maybe you share it for your friends who could possibly benefit from it. Later in the day you’re on Twitter and see that same message, maybe worded a little differently. It reminds you of earlier when you saw it on Facebook. Hmm. You start to wonder when the last time you got an oil change was. That night you’re scrolling through Instagram and that post about discounted oil changes is in your feed. At this point, you’re really wondering if you should pass up this deal! You click the link in the bio (because the ad had a great call to action!) and schedule your oil change. By the way – you’re seeing that ad so many times thanks to something called “retargeting” – which I’ll address in a future column!
Do you see how having a presence on those 3 platforms led to an action? Imagine if that car dealership also had a claimed and managed listing on Foursquare, Google+, and some great posts on their Pinterest page about car maintenance. Anyone on the fence about using your services would see your dedication and knowledge, and at this point is easily converted into a customer.

Consistency and presence are simple, organic ways to build your brand loyalty, your community, and ultimately your business. Combine these two elements with some killer retargeting ad campaigns and you’ll be knocking this digital marketing thing out of the park! Got questions? Give me a call at (609) 576-9132 or email Leslie@Marsolluna.com

 

by Leslie Jespersen

 

You’re a WHAT?

When I’m asked what exactly I do, more times than not, I’m faced with puzzled looks, or worse, scoffs and remarks like, “So, you charge people to play around on Facebook?”. Oh, if only it were that simple.

What exactly IS digital marketing, and why do you need it as a business owner, brand, or any other entity? Broken town in simple terms, it is advertising to and connecting with an audience by way of the internet and it’s social platforms. Digital advertising could be, for example, targeted display ads (that’s an entire column on its own!), or your ads on someone else’s website. Social media marketing is simply employing tactics and techniques to best reach your target audience via Facebook, Instagram, Twitter, Pinterest, YouTube, and so on.

The best part of these types of advertising is that it is traceable and provides analytics for you to look at and measure the effectiveness of your efforts.

The next part of a conversation usually goes something like this: “Yeah, my nephew in high school does our social media.” That is GREAT! I’m really glad that you have someone willing to help you that knows how to upload photos, type out your specials, and occasionally like and comment. But is it getting you anywhere? Does your nephew know how to manipulate that interaction, analyze data and insights, and turn your social media presence into a loyal community of people ready to purchase your product or eat at your restaurant? That’s where a social media specialist comes in.

My speciality is a step-by-step process including field research, development, strategy procurement, and plan implementation to produce successful advertising campaigns on social media. My goal is always to deliver the best “advertising bang for your buck” – meaning, I use all of my organic (not paid) strategies and techniques before executing any paid campaigns. For the same price you pay to haphazardly ‘boost’ a post on Facebook, there is a way to target a specific audience by location, shopping behavior, lifestyle, income, and make sure your ad is being shown to the people who would most likely react to it.

 

by Leslie Jespersen