Category Archives: Marketing and PR

Black Friday Bootcamp

5 Tweaks To Your Facebook Page That Can Increase Black Friday Sales

Yesterday, we learned how to create buzz for your black Friday sale.

If you missed that article, you can read it here:
Creating Buzz For Your Black Friday Sale

Today’s article on upgrading your Facebook page for Black Friday shouldn’t take you more than 15 to 20 minutes to complete.

The next step is to setup Facebook so we can generate even more buzz through social media channels.

Let’s start with sprucing up our Facebook cover image…

#1 – Create a custom Facebook cover image

According to recent research conducted by EyeTrackShop for Mashable.com, participants spent less time looking at your Facebook Wall posts and more time looking at the cover photo on timelines than the old Facebook Walls.

The new Facebook Timeline restricts branding space, and the cover image needs to be well designed.

Example of a great cover page:
facebook-tweaks-9

In fact, if you don’t want to hire a designer, click here to buy the above template for $2.

Key points to this cover image are:

  • Black Friday is dead center, easy to read, and • the date is clear
  • The images are inviting and represent the brand
  • 50% off is at the top of the cover, so it’s clearly visible

Once you have you cover image setup, it’s time to setup a ‘Call to Action’ button.

#2 – Create a Post and Pin It

You can now ‘pin’ a post to the top of your timeline. This will ensure the post is read first.

In fact, pinning a post results in higher views.

The folks over at Buffer reported that, “For pinned updates on Facebook, we noticed 30 extra views, three extra likes, and three extra shares in a 24-hour period. This would mean an extra 150 views, 15 likes, and 15 shares were a post to be pinned throughout the workweek.” – Buffer

TIP: Add a Picture to Your Post

Make sure you include an image on your pinned post. Hubspot discovered that posts containing an image resulted in:

• 104% more comments
• 54% more likes
• 84% higher click-through rates

In addition, mention the specifics of your sale in the post, such as:

• Date of the sale
• Percent Discount
• List of item or items
• Picture of Item or Items

Once you have created the post, you can now pin it, here’s how:

facebook-tweaks-5

Next, let’s add a ‘Call to Action’ on your Facebook Page…

#3 – Create Your Call to Action Button

Facebook has created a new Call to Action feature you can implement on your Facebook page.

This is great because it allows you to employ a few lead generation tactics like:

• Book Now
• Contact Us
• Use App
• Play Game
• Shop Now
• Sign Up
• Watch Video

In fact, Facebook uses the Dollar Shave Club as an example. Here’s a screenshot of the Call to Action at work:

facebook-tweaks-10

As you can see, the ‘Sign Up’ box is highlighted above.

Dollar Shave Club is a big fan too, here’s their Director of Acquisition praising it:

“Over the course of a three-week test, the Sign Up call-to-action button delivered a 2.5x higher conversion rate versus other comparable social placements aimed to drive new user acquisition.” —Brian Kim, Director of Acquisition, Dollar Shave Club

Here’s how you can implement the Call to Action:

facebook-tweaks-4

Next, you need to make sure people can reach out to you for questions they may have…

#4 – Activate Your Messenger

Facebook has even made it easier for shoppers to contact you to ask questions.

This is important because it gives you an extra channel to reach out and complete a sale.

But first, you must turn on the Messenger feature inside of your Facebook Page.
That’s easy…

facebook-tweaks-3

The faster you respond, the better your rating on Facebook. Here’s an example of badge that Facebook will post on your Page if you respond quickly:

facebook-tweaks-1

Pretty cool!

You can achieve this rating by:

• A response rate of at least 90%
• A response time of 15 minutes or less

The next item is more of a tip, but it’s an important one you should consider…

#5 – Cover Images with faces get more attention

Make sure your cover image has people and faces. Here’s a few examples of highly rated Facebook pages:

Example 1:
facebook-tweaks-8

Example 2:
facebook-tweaks-7

You’ll notice the Dollar Shave Club we used as an example above doesn’t use an image with a face… maybe they should show a man shaving and that would help boost their views?

I hope you take just a few minutes and implement one or all of these tweaks. They are easy and shouldn’t take very long at all.

Quincy Solano
Marketing Manager
Superb Internet Corp.

P.S. Tomorrow’s article will cover “Turning the old to new again – using pixels on your site to bring back old traffic and customers for cheap”…

References:
https://creativemarket.com/cooledition/102757-Black-Friday-Facebook-Cover-1

https://blog.bufferapp.com/best-practices-how-to-pin-tweet-facebook

http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-53-More-Likes-Than-the-Average-Post-NEW-DATA.aspx#sm.00000rbjg10r26dzbqye72t3bu86d

https://www.facebook.com/business/news/call-to-action-button

https://www.facebook.com/business/help/312169205649942

How to Make It Rain – Creating Buzz For Your Black Friday Sale

People love a deal… and they EXPECT a deal on Black Friday.

One big retailer, in particular, is a master of Black Friday sales… and sales in general. In fact, they created their own holiday sale! This retailer offers amazing deals to shoppers, but more than that, they utilize superior marketing tactics.

Mirroring marketing tactics used by a big retailer like this can result in a nice boost in sales if done properly.

The retailer I’m writing about is Amazon.com. One of the best marketers on the planet, if not the best.

Amazon.com knows how to sell… and they know how to promote a sale by generating tons of buzz.

Today, I will break down some of the tactics used by Amazon that you can use for your own Black Friday sale… or any sale for that matter and create ‘buzz’ in advance.

Amazon even created its own shopping holiday called Amazon Prime Day… as a way to reward their Prime members. This makes me chuckle because you have to pay to be a Prime member.

Amazon sold over $2.5 billion worth of goods during Prime Day 2016!

It just makes good sense that we should mirror what Amazon does to create a buzz in advance of our Black Friday event.

Let’s break down Prime Day.

Not everything was on sale.

And Amazon utilized several ‘scarcity’ tactics during the Prime Day sale:

  1. Countdown Timers When Certain Products Would Be Available
  2. Advanced Notice This Is a 24 Hour Sale
  3. Limited Availability For Each Product On Sale
  4. Countdown Timers When An Item Would Expire
  5. Amazing Price Cuts Guaranteed Certain Items Would Sell Out (by design)

Further, this was an event geared at BUILDING THEIR PRIME MEMBERSHIP numbers (currently $99/year). By requiring you to have an Amazon Prime membership, they virtually guaranteed they would grow their membership for their 2017 event.

Absolutely genius!

Suffice it to say… Amazon knows what they are doing.

Here’s a look at their homepage during the sale (click to expand the full image so you can scroll):

amazonprimeday

As you can see, countdown timers are being used at the very top. Below that, Amazon is placing items most likely related to your past browsing history. I will be shocked if they are not.

The promotions would begin and end in certain timed intervals, with new timed promotions appearing after one expired.

Shoppers could plan ahead by seeing what was coming up.

Buyers could add items to their shopping cart that were coming up. Shoppers just had to wait until that promotion began to get the discount.

Amazon even changed their homepage so that it is more of a ‘Landing Page’ than their regular store page.

Brilliant.

You most likely do not have the resources or technical abilities that Amazon does, but that’s ok. We can still prep our website and our shoppers for the big day.

To accomplish awareness and boost sales on Black Friday, we will borrow a few of Amazon’s tactics.

Prepping Your Website

Promote the sale in ADVANCE.

Letting people know in advance is crucial to your success on Black Friday.

Consumers will have countless options to make purchases. It is our job to get shoppers to visit you first and even place items in their shopping carts in advance.

There are many ways of preparing shoppers for Black Friday, and you should be employing as many of the following tactics as possible.

Here’re a few ideas for you…

Tip #1 – Place a Ribbon On Your Website 7 Days In Advance

Here’s an example:

amazonprimecountdown

The entire top bar announces the Prime Day sale.

Each day, have the day decrease. If you can, have the actual amount of hours drop like a stopwatch.

Here’s an affordable countdown timer:
http://countdownmonkey.com

And here’s a free one that allows embedding but isn’t as nice as the Countdown Monkey:
https://www.tickcounter.com

If possible, link your countdown timer to a particular landing page…

Tip #2 – Create a Landing Page

If you only have a few items to promote you can have a web designer create a unique landing page. I would suggest just copying the layout of the Amazon Prime day page.

You’ll need at least three compelling offers.

If you don’t know what to offer, I suggest reviewing your sales figures. Determine the top 20% of products you sell.

The idea here isn’t to get rid of old inventory… it’s to sell.

You want to offer what you have the best chance of selling. This offer ensures you profit the most from Black Friday.

Sticking your old inventory that hasn’t moved in years won’t cut it. Your sale will flop. Those items are not selling for a reason.

Further, place ‘Add to Cart’ buttons under each item. Make it clear they can put these items in their shopping cart now… and that you will notify them immediately when the sale begins.

This allow’s buyers to secure the offers and reduce the risk of losing out if there is minimal inventory. Don’t drop the price though until the minute the sale begins.

And don’t forget to place your countdown timer on this landing page. Countdown timers are critical as you wish to create a sense of urgency on this page.

Further, if you have an email system, place a ‘Notify Me When The Sale Begins’ form on this landing page.

Capturing emails from prospective customers will allow us to build up the buzz in advance. We can then also remind shoppers who have added items to their shopping cart the day the sale begins.

In short, your landing page should have:

  1. Countdown timer
  2. Email capture form
  3. Your best selling products with discounts for each
  4. ‘Add to Cart’ ability so shoppers can save the items for faster checkout
  5. Refer a Friend and Social Sharing buttons
  6. Easily readable and clear with what actions you wish them to take

Once you have all of this in place, it’s time to generate a little buzz…

Tip #3 – Grow the Buzz

Amazon.com utilizes emails, their website, and ads to grow buzz before their big event.

You should run your Black Friday event no differently.

My advice is to promote at least seven days in advance of Black Friday to announce your specials.

Promote via a combination of Facebook posts, Twitter, Pinterest, Instagram (whichever you use) along with your email list.

Seven days isn’t too close, and it’s not too far off.

  1. Tell shoppers what you will be selling.
  2. Tell buyers what the discount will be.
  3. Show buyers the landing page URL so that they can visit it.
  4. Ask shoppers to add their email address to your opt-in form.

Don’t be shy. Black Friday is the time to promote.

If you are going to stand any chance of cutting through the clutter… you need to promote.

Promote early and promote often.

Now that you have that done… what can you offer as an upsell?

Tip #4 – Have Upsells Ready

If possible, follow up every purchase with an upsell item. This will allow you to maximize revenue inside of the shopping cart.

I would recommend making the upsell item a Black Friday special as well.

Tip #5 – PROMOTE. PROMOTE. PROMOTE.

When Black Friday hits, shoppers will be up EARLY. I recommend sending your email announcing yourself at the stroke of MIDNIGHT.

Also, I would send another email at 5 AM and another around 2 PM.

Finally, send another email reminding shoppers the sale is going to end around 8 PM.

Buyers want to see your offers; they want to know if they can save money.

Don’t be shy.…you are helping them if your specials are indeed money savers. Money is tight for many shoppers, and Black Friday is a way shoppers use to save money.

Quincy

P.S. I’ll be back tomorrow with 5 Tweaks To Your Facebook Page That Can Increase Black Friday Sales

 

Don’t let 33% of customers fall through the cracks

superb-wordpress-header

Today we continue our Black Friday Bootcamp to show you how to make sure your website is mobile-friendly and fast.

The reason we want a mobile-friendly website is because mobile devices accounted for over one-third of ALL sales transactions in 2015.

The name of the game for Black Friday and holiday shopping is to maximize every single visitor. This means we need to ensure our website is optimized for mobile devices.

In addition, Google reports that 77% of mobile searches occur at home or work, places where desktop computers are likely to be present. And I think it’s safe to assume that people will be shopping from the office for this holiday season.

If you’ve not updated your website in a few years, my guess is that you could use a few tweaks to be mobile friendly.

Step 1 – Check Your Existing Site(s)

The first thing we need to do is head over to Google and run a check on your existing website.

You can do that here: https://www.google.com/webmasters/tools/mobile-friendly

With any luck, your website will already be mobile-friendly and you’ll see the following message per screenshot below. If so, I’ll see you in our next Black Friday Bootcamp article!

superb-awesome

If by any chance you were hit with the following message, there’s a few things we can do to make it mobile friendly.

superb-not-friendly

Assuming that your website is not mobile – think we can remove this line entirely.

Step 2 – How Did You Create Your Site(s)?

In order for us to fix the mobile-friendly problem, we need to know how your website was built.

How was your website built?

  • Content Management System (CMS) like WordPress, Joomla!, or Drupal
  • Someone else built the website
  • I built the website myself and understand coding

I’ll go over a plan of action for each of the above.

Assuming you used WordPress (the most popular CMS), your road to becoming mobile-friendly is rather easy.

WordPress Mobile Websites

First thing you need to do is make sure your WordPress installation is fully up to date. Contact the Superb Internet’s support guru’s if you need help updating WordPress.

If you wish to update WordPress on your own, login to WordPress for the website you wish to make mobile-friendly.

Once logged in, look under the “Home” link for “Updates.” This will be in the top left corner of your WordPress dashboard.

Once you have located the “Updates” link, click it.

superb-wp-dashboard

You will then be taken to a new page where you will be told what updates you need.

superb-wp-update

Once you are up-to-date, your website should be mobile-friendly.

You can re-check your website using the Google Mobile check:

https://www.google.com/webmasters/tools/mobile-friendly

If you still don’t pass, we can install plugins that will fix everything for us.

Generally, updating WordPress should resolve it. But if your website is still not mobile-friendly then your theme is most likely causing the problem. We can perform a work around by installing the following plugins:

And most current theme’s (if not all) are mobile-friendly for WordPress.

Now, if you are using an alternate CMS, you can visit the following links for more help:

You may ask, “What if someone else has built my website?

Website(s) Built By A Web Designer Or Programmer

You’ll need to contact your web designer to see if they are capable of making your existing site mobile-friendly. With that said, there are a few things you need to keep in mind when choosing a web developer for this project:

  1. Make it easy for customers. Show them what they want and make it easy for them to take action.
  2. Design for all devices using responsive design. Tablets, phones, desktops.
  3. Use the same domain, don’t place your mobile site on a sub-domain. This just increases work and confusion.
  4. Ask for references and a portfolio of mobile websites.
  5. Make sure your mobile site loads quickly. 4 seconds or less is the general rule of thumb given to us by Google.

But what if you built the site yourself?

I Built The Website Myself

If you understand HTML coding, congrats! You’ll be able to knock this all out on your own.

The good thing is, Google has a checklist you can go over when designing your website here.

I’ll be back in a day or two and we’ll start doing the fun stuff and I’ll give you a few idea’s so you can organize a plan for Black Friday so your sales don’t evaporate.

Black Friday Bootcamp (Are You Ready?)

superb-blackfriday-series

For the next two weeks, I will show you how to prepare for Black Friday so you can increase your traffic and conversions.

I’ll also show you how to create an annual marketing plan, enabling you to increase your revenue throughout the year.

We’ll release articles every few days with actionable steps so you aren’t overwhelmed. This will make it quick and easy for you to prepare for Black Friday and the holiday shopping season.

But first, let’s look at some numbers before we dive into this “Black Friday Bootcamp” series.

Online shoppers spent a record $4.45 BILLION dollars during Thanksgiving Day and Black Friday sales last year.

And according to IBM statistics, consumers cashed in on Black Friday deals:

The average order value for the mobile and desktop shopper combined for Black Friday 2015 was $127.84, down slightly from 2014($129.37)

That’s a lot of money, and you can grab your chunk of it with the proper preparation.

Interestingly, over one-third of ALL sales transactions were completed using mobile devices. Smartphones accounted for 44.7% of all online traffic, 3 and a half times that of tablets at 12.5%.

In addition, I was surprised to learn 40% of customers begin researching their holiday shopping before Halloween (according to the National Retail Federation).

The NRF expects retail sales in November and December to increase 3.6% (to $655.8 BILLION). Online sales are forecasted to grow between 7 and 10% over 2015, by as much as $117 billion dollars.

The good thing is, you have plenty of time to prepare for the holiday sales season.

My sincere hope is that you implement all that you can to improve your sales process. This alone will ensure more profitability throughout the year.

By the end of this series, you will be prepared and ready to maximize revenue this holiday season and throughout the year.

Here’s your Black Friday Bootcamp Checklist:

  • Get your hosting ready. How to welcome traffic surges and prevent high-latency and bottlenecks
  • How to make it rain – steps to plan and organize sales for Black Friday so your sales don’t evaporate
  • Change their mind and increase your profits – the best methods for reducing abandoned shopping carts
  • Copywriting basics you can use to create stunning and convincing banners and text ads for Black Friday
  • Borrow Amazon’s ‘teaser method’ to create buzz in advance for any marketplace
  • Turning the old to new again – using pixels on your site to bring back old traffic and customers for cheap
  • 5 tweaks to your Facebook page that will boost Black Friday sales immediately
  • This method drove 27% of last year’s holiday sales and it can work for you too
  • Do this now and you’ll turn one-time shoppers into year-round customers
  • Watch your competition closely with this technique to remain ahead of the game
  • Surefire way to create a blazing email campaign for Black Friday that’ll lure anyone

I’m really excited about this new marketing series.

As you can see above, we will cover a lot of topics. Don’t worry though, each lesson on our checklist will be easily actionable… taking only a few minutes out of your day.

The end result will be a streamlined process for boosting sales not just for Thanksgiving and Black Friday, but year-round.

Be sure to check tomorrow for the first check to perform so you can be ready for Black Friday.

Source(s):
National Retail Federation: https://nrf.com/sites/default/files/Documents/NRF%202014%20Holiday%20Survival%20Kit%20REV.pdf
https://nrf.com/resources/consumer-data/holiday-headquarters
IBM: http://www-01.ibm.com/software/marketing-solutions/benchmark-reports/black-friday-2015.html

10 Ways to Boost Engagement on Your Facebook Fan Page

10waystoengagement

A lot of Social Media Gurus will tell you that Facebook likes aren’t what they used to be.

Facebook likes used to guarantee most of your fans would see your posts. Not any longer.

In fact, Facebook has changed the game so that the more engaged your Facebook fans are – the more impressions you will get. So you need to be posting regularly and posting interactive content.

If your fans actually consume your content, the better the results will be. Fans will buy your services and refer their friends.

I’ve compiled 10 ways for you to increase engagement to your Facebook fan page. From my personal experience managing some huge Facebook fan pages, these work to increase engagement in any market…

10 Ways to Boost Engagement on Your Facebook Groups and Fan Pages

1. Hold Contests

Contests are the EASIEST and best way to boost engagement. Especially if you award an extra entry for those that share the post. In addition, I add a small ‘Boost’ using Facebooks targeting tools to hit even more of my target audience.

You will end up getting more page likes as well. I have ran contests using prizes that are relevant to my audience. For a golf fan page, you could give away a $100 wedge. You’ll get a ton of entries and shares by doing this… and the golfer who enters and shares also has golfer friends. Like attracts like.

The prize is best if it’s targeted to your core target. My suggestion, DON’T GIVE AWAY gift cards to Amazon or items that have no relevancy to your potential customer.

Why? Because you want to attract those who want what you offer. Giving a gift card away is going to attract the lowest common denominator.

2. Do Q&A’s and Ask Questions

Another way of increasing engagement is by posting questions. Again, the question must be relevant and interesting to your target customer. Questions also allow you to get to know your customer better.

Knowing their questions will help you improve your business so you will be able to solve their problems.

You have to ask the right questions. Avoid random questions. Keep it tight to their interests.

Another way of getting questions is to post on Monday and ask what everyone would like to know. You can then tell them you will answer all questions on ‘Q&A Friday’. This will allow you to gather questions through the week, write detailed replies, and post on Friday… giving you more content tied to your target customer.

3. Timing

Most likely, your fan base lives in the same region as your business resides.

The best times to post are when people are off work. Therefore, you should post early morning before they leave for work, after work and in the evening.

We are playing the law of average’s here. This gives you the best chance of increasing engagement with your content. Facebook will then show it to more of your fans.

4. Frequency

No one likes a bunch of random posts that aren’t interesting. More is definitely not better. In fact, if you spend the extra time for creating quality posts, Facebook will reward you. I’ve seen pages that post hourly. In the end, I usually unfollow those pages because it feels like SPAM.

2-3 times a day is enough as long as it is good content.

5. Photos

Always try and use a photo in your posts. The more real the photo the better. If you can use photo’s of your clients or actual products (instead of stock images) you will get more click-through’s and comments.

Another tip for using photos I’ve learned is to use pictures where the people are looking back at the Facebook user. This eye contact is important. I’ve seen 2% jumps in click through rates from this one tactic alone.

If possible, always tag your clients and give them credit. People love being the center of attention and receiving recognition for hard work or success.

6. Facebook Live

Facebook Live is brand new. Right now, this is the HOTTEST thing to increase engagement. Facebook Live allows you to broadcast in real-time from your business. You should announce at least 30 minutes before going live with a post to your fan page. This will allow people to be aware when you go live.

It’s great for doing the Q&A’s we discussed above. Just be prepared, this is LIVE!

Many of the successful Facebook fan pages have been using Facebook Live with great success.

7. Call To Action

Always have a call to action.

You don’t want a blanket post that doesn’t ask for a like, share, comment or click.

The secret is to tell the fan what to do. Just come right out and tell them what you would like them to do.

If you want them to click a link, say so. If you would like comments ask for them. Don’t be shy.

Although, try to avoid asking for a share or like too often. You shouldn’t be asking every post. Try to vary what you want them to do. If you are too repetitive, you will suffer the law of diminishing return.

8. Use The News

Have you noticed how many of your friends and family get their news from Facebook? Honestly, people get their news from Facebook more than anywhere these days.

If there is a topic in the news that is relevant, post the article up. People love being the first to hear something, so if an event just happened that is on topic with your target, post it. You want to be their news source if possible.

You’ll get the credit for the news when they tell their friends and share the post.

9. Post Other People’s Content

Find local businesses that are synergistic with your customers. If you are a fitness center, share a local business that does meal delivery. You can share their quality posts. Just make sure you tag the business fan page that created the content.

The secret is that their clients will see it and be aware of your business. Maybe they click over? Thus, you are creating more engagement.

10. Share Your Stories

One of the core marketing principles I live by is being real. Sharing stories is a great way to get people interested in you. This goes beyond boring product posts.

Reality shows are popular for a reason. Most people live very sedentary and boring lives. By sharing your personal stories, you become a ‘reality’ show to them. Further, you gain their trust and increase your likability.

Don’t shy away from posting bad things either. I wouldn’t go too wild with that, but show you are a real person.

The more connection you create with the fan, the higher your chances of earning a sale. Don’t try to be perfect. People like to hear that you struggle too, just like them… this creates a connection.

Simple…

Now just create a basic outline of what you want to post each day over the next 7 days. Watch the feedback and results.

Next week, take what you learn and redo your outline and repeat. You WILL SEE a big improvement if you are CONSISTENT and use these strategies.

If you are running ads, those will start to convert better too.

Give these a try and let me know what you think! I love hearing from your success using our marketing tips.

July marks the 20th Anniversary of Superb Internet!
Can you believe it? I think it says everything about our company. Longevity in hosting is VERY RARE. Companies come and go, bought and sold, people come and go… but not at Superb Internet.

All during July we will be running weekly promotions with HUGE discounts and surprise deals. In fact, keep your eyes peeled on the special email coming July 1st where I have a HUGE announcement!

The Remarketing Traffic Boomerang Plan (part 3)

In the last article, we covered how to install the Facebook Pixel and create a custom audience. Today, we’ll discuss how to take remarketing a step further so you earn more on your ad dollars ROI.

In fact, I’ll show you how to make ads that resonate with your visitors and ultimately lead to a sale.

Let’s get started…

What is the difference between a specialist and a general practitioner?

Specifically, the difference between a Doctor who practices general medicine and a Doctor who focuses on brain surgery?

Money.

The Doctor who specializes in brain surgery Makes More Money than the general practitioner. He has a more narrow focus and a much higher standard. The brain surgeon has undergone extensive training at great expense to himself and his family.

The same is true for marketers.

Sure, you can blast ads all over the Web and you’ll get traffic and probably some sales… but if you hone down your remarketing campaigns with laser focus you’ll get higher returns on your investment.

For example, you can use the Facebook Custom Audiences to target people who hit your sales funnel… step-by-step.

Here’s how most of the big marketing guru’s setup their Custom Audiences:

  1. Setup ‘All Visitors‘ custom audience
  2. Setup ‘Content Buckets‘ like we discussed in the last article ‘The Remarketing Boomerang Plan (part 2). Essentially, you compile all of your blog articles or website pages and place them into content and keyword buckets. You then create a Custom Audience for each and every Content Bucket (based on keywords).
  3. Setup ‘Sales Page‘ custom audience for each and every product you have. Please note, these will be individual audiences based on the specific product page they hit.
  4. Setup ‘Lead Magnet‘ custom audiences for each lead magnet. If you aren’t using lead magnets, you should! We discussed how to set these up in ‘How to Get 1001 Blog Subscribers in 30 Days‘.
  5. Setup ‘Add to Cart‘ custom audiences based on the product(s) your visitor adds to their cart. Now, here’s where things get cool! Let’s assume they Add to Cart but do not complete the order… you can then create banners and content that reminds them to complete their order. Quite simply, you could just ask them in text or a banner, “Did you forget something? “… And include your logo or even a picture of the product they added to the cart. Powerful !
  6. Setup ‘Thank You’ custom audiences. This is setup and designed for visitors who buy a specific product. You can then Upsell them on other products that compliment their purchase.

Now that seems like a lot… and it is, but it is very simple to setup.

You will go through your website and your sales pages and create these Custom Audiences. Once created, you’ll need to add your campaign banners and text ads.

I can’t emphasize enough how important it is to specialize with remarketing. After all, your visitor has given you clues as to what they need, want, and desire.

In fact, you have PROOF in your data because they had to physically visit each of the pages you setup and configured for your remarketing Custom Audiences.

The fact that you can remind them of pages, products or services they visited is amazing.

Here’s how this process works in real-time…

  • Let’s assume you have done the painstaking work (with great attention to detail) to setup your Facebook Custom Audiences.
  • Let’s assume you have installed the Facebook Pixel and have verified that it is properly working.

The entire process now begins with a visitor to your website.

  1. The visitor is tagged by your ‘All Visitors‘ Custom Audience. Visitor leaves your website. When he comes back to Facebook he is reminded about your website and shown ads for a free report or free shipping offer.
  2. Visitor sees a blog post “How to Use Widgets with Bells” and is then tagged by your ‘Widgets with Bells‘ Custom Audience. The visitor leaves the site and see’s banner ads from you on Facebook about “Widgets with Bells”.
  3. Visitor read “How to Use Widgets with Bells” and clicks to learn more about “Widget with Bell’ sales page which offers an ‘Add to Cart’ button. Visitor is now tagged with your ‘Widget with Bells Sales Page‘ Custom Audience. Visitor leaves the sales page and heads back to Facebook. The next day, they are shown ads for ‘10% OFF Widgets with Bells’.
  4. Visitor adds ‘Widget with Bell’ to their shopping cart but does not complete purchase. Visitor sees ‘Free Shipping on Widget with Bell’ on their Facebook page and can return to complete the order.
  5. Customer purchases ‘Widget with Bell’. When customer visits their Facebook page, they are shown an upsell that compliments their purchase.

This is all amazingly powerful technology.

Take the time to really focus down your targeting and build Custom Audiences where you can deliver what your visitors need, want and desire.

Creating Pinpoint Remarketing Ads

Now that we know we can target visitors with very specific advertisements, it is our job to ensure that we hit the bull’s-eye with messaging.

It is crucial you maintain the same message, verbiage and terminology within your remarketing ads that you display on your website and your front-end advertisements. Each Custom Audience will have it’s own terminology and messaging.

The message must connect with the terms they are using in their own mind… the messaging used on your sales pages, advertisements… and more often than not, whether a campaign succeeds or fails is based on staying consistent.

For example, let’s pretend a visitor discovered your business through the following advertisement on Facebook:

remarketing_1

Obviously, Facebook is showing them this ad because the visitor likes travel and is being targeted through your general advertising campaigns. Let’s now pretend the visitor click the ‘Book Now’ button and is taken to Expedia.ca.

From here, the visitor now searches Whistler, Canada. Visitor does not complete a purchase, so they are placed inside the ‘Whistler’ Custom Audience.

They will then be shown a remarketing ad similar to the following:

remarketing_2

The messaging is spot on from beginning to end.

Expedia knows that most travelers book based on timing. You can lose out on a good hotel or secure a good deal depending on how quickly or slowly you move.

Notice the wording in the Primary Ad, “Last Minute Deals”… and “Book Now and save with our last minute deals.”

And in the Remarketing Ad, you get “Time is ticking…”

Further, they communicate there are still rooms available and invite them to come back to Expedia and do another search to compare hotels. This is a great call to action.

They even use an image from a hotel in Whistler to match what the visitor imagines of Whistler.

This is what I call ‘tight messaging’.

Brilliant.

There’s beauty in the simplicity. You will also save time by keeping your messaging tight like this. You won’t need to create 20 different ads. Stay on subject, keep the messaging tight to what the visitor has seen and is thinking, and deliver a call to action.

You can take this further if you wanted… and deliver remarketing to the visitor if they added a specific hotel into their Expedia shopping cart.

You could say, “Rooms at Hotel X,Y,Z are filling up fast”… or “Time Expiring on 50% off on Hotel X,Y,Z” . And feature an exact picture of the hotel they chose.

Then follow that up with a ‘Book Now’ button.

Simple, effective, and rather easy (it just takes time to set this all up).

Why You Should Use AdRoll

I had mentioned AdRoll.com previously (and there are others as well). AdRoll takes and expands marketing beyond Facebook and onto many content networks. This will allow your remarketing advertisements to be displayed on such sites as CNN.com, ESPN.com and many other high profile web properties.

AdRoll can give your business credibility because your ads will be displayed on prominent and popular web properties.

The process for setting up AdRoll is very similar to that of Facebook. You’ll need to install a pixel so AdRoll can begin gathering data.

You will also need to configure your Custom Audiences inside of AdRoll and create your advertisements.

AdRoll uses a series of different sized banners as well, so you will need to have the most popular sizes made.

The banner hurdle is what keeps most people off of AdRoll and expanding beyond Facebook. The beauty of Facebook is the simplicity and ease of creating your advertisements.

Conclusion

I hope you put this Remarketing series to work for your business. Please comment below if you have any questions.

Remarketing will decrease your ROI and increase your sales if done properly. Remarketing is perhaps the easiest of all online advertising, but can be the most time consuming.

Set aside enough time to do this properly so you don’t feel rushed. You will be more than pleased you did.

Even if you aren’t going to immediately begin paid remarketing efforts, you should at the very least install the Facebook Pixel to begin gathering date.

Let me know what you think and what other articles you would like to see.